BRITISH RAILWAY ADVER

TISING

BY W. H. STRINGER

Up to five years ago "Should Railways Advertise?" was a query open to debate. The distinct statement must now be made that British railway companies must advertise, if they wish to make headway at all.

The depressed state of trade in this country, the extensions and coalitions of railways, the increased local taxation, and falling receipts are evils to be fought; and the question is now, what weapons to use in the great war of competition.

It is patent to all that some fresh means must be devised other than proper attention to travelers' wants, good train service and low fares; although the two former must be continued and even more extensively organized. That a further cutting of prices-except in the case of suburban and local traffic-is inadvisable, one need not go beyond the fact that where huge corporations are concerned, who cannot destroy each other entirely, competitive lowering of prices results in the companies arriving ultimately at a condition of similarity which means mutual loss; and a gain only to the public.

Under these circumstances we must agree to dismiss the above propositions.

The only available resource open is publicity, which for the present purpose will be placed under the heading of "suggestion." That is to say, inducing of present travelers to use a specified means of transit, and suggesting to the less or non-traveling public the pleasures and conveniences of a specific route.

This can only be done by means of skillful advertising.

The ordinary means of public announcements are of no use today. A directness of appeal is essential, and that can only be performed by one with a knowledge of human nature and a sympathy of feeling with his fellow beings; in short, such a one must understand the requirements of the public better than the public understands itself, and can therefore speak in a warm and appealing manner through the medium of publicity. An advertising manager must dabble in no other business. Correct advertising requires his whole thought and time.

Before a campaign is begun everything must be in readiness. The chief passenger agent and others responsible should see that the train. service, line, comforts, etc., are above reproach; in fact, in such order that the traveler is unconsciously induced to become a voluntary canvasser of the route.

Everything goes to prove that the railway company that is first in the field with a thoroughly thought-out and efficient plan for advertising will strike a gold mine.

A STROLL THROUGH LONDON'S GREATEST SHOPPING DISTRICT-THE WEST END

To the West End we have to look for many interesting phases of London life, morning, noon and night each bringing in their train ever varying characteristics which go to make up the life of the metropolis. Yet none can outshine, by reason of their diversified nature, the art of shopping as it is daily carried on.

Go back as far as we can, it is impossible to glance into the distant past and recollect Regent and Oxford streets clothed in anything but their present-day aspect. Yet time was when they formed not the center of fashionable London.

Of imposing shops they could not boast, the glare of electric or incandescent light was unknown and the thoroughfare running from Carlton House to Regents Park, as Nash originally intended, was but a poor specimen of West End streets today. But soon the West End became famous for its fashions and its shops, and today not only forms the venue of London's fashion leaders, but is one of the most important centers. of business in the metropolis. As it is essential for fashionable London to stroll in Hyde Park during the sunny hours of the day, even so it is recognized on every hand that if shopping is to be done, then the West End is the place to do it.

Shopping in this part of the metropolis cannot be described as a pleasure, but a very herculean task. Indeed, for one to keep pace with the fashions that are continually being placed before the public eye, one must understand something about the art of spending money. You must be able to command your tastes so as not to allow them to run away with you and your money.

First you come to a draper's, with its wonderful display of all kinds of dress material and silks of all kinds and descriptions, all placed in the best possible places so as to catch the eyes of the passers-by-some intending purchasers, some non-intending purchasers. If an intending purchaser, you are filled with awe, wondering which is really the best piece of cloth, after all. On the other hand, if a non-intending purchaser, you are filled with a deep desire and the most sensitive emotions, until you are compelled from the sense of susceptibility to make a purchase. Sometimes. these susceptible emotions are overcome and you pass on.

Again you collect yourself together and move on, when you come next to a wonderful display of pictorial postcards, and here you are again looking at all the beautiful little pictures and photographs. And so on and on through all the numerous varieties of attractions that shops can offer to induce the passer-by to part with his

money.

Scientific Business Letter Writing

This practical business book, by an experienced correspondent, gives an interesting insight into the way large concerns are built up through correspondence. A vast amount of business today is done by means of strong, tactfully-written letters. A careful reading of

this book convinces one that business letter writing is a fine art, but one that can be learned by close adherence to principles which have proved sound through the test of experience. The book suggests that the position of correspondent is a responsible one, and therefore commands a good salary. This is an idea for men and women seeking new and remunerative avenues of usefulness.

Any stenographer, correspondent, or, in fact, any one in business, in any capacity whatever, will find valuable business-bringing suggestions in its pages. Every detail of business letter writing is fully treated, though with a conciseness that does not tire. The appearance of the letter, attractive opening paragraphs, the body matter, the persuasive closing, all are dealt with separately and clearly, while the business bringing qualities of circulars and follow-up letters are given special attention.

One chapter, which is devoted to clearly defined rules for correct English, will be of direct benefit to business men and women who are often puzzled over the construction of a sentence or the use of a word.

—By L. E. Ludwig. Publicity Publishing Co., Chicago, Publishers. Price $1.00.

The Business of Advertising

Clarence Moran, barrister at law, of London, has written a book on "Advertising" that is distinctly different from other books on this subject which have appeared at various times. This is natural, as the author is not a practical advertising man. He is, however, an observer and a keen one, judging by the accuracy of his conclusions. The book is well printed, attractively illustrated, and contains much useful information concerning publicity, especially of Europe.

He takes up in turn the history of advertising, mural advertising, advertising in the press, by circulars, posters, etc., also restrictions on advertising, showing the extent and nature of legal interference. The following paragraph gives a fair idea of the pleasant style in which the book is written:

"At the present time, when even elaborately

costumed sandwich men pall and the most startling flashlight scarcely arrests the eye, advertisers are compelled to resort to still more striking projects for detaining the attention. Among the most elaborate of these are the competitions which have become common during recent years. In these, large prizes are offered a few lucky competitors in order that the attention of a large number may be attracted to the article advertised. Not long ago interest of the public by the recitements of newspaper proprietors tried to stimulate the buried treasure, and cheques rained down from balloons. And now that this point has been reached, greater wonders still may confidently be expected in the future."

The author refers to a branch of the "Original School" of Chicago, in the following lines: "A school of advertising already exists in London, and we hear of universities in America devoted to the training of those who write and depict advertisements.

-By Clarence Moran. Methuen & Co., London, Publishers.

Tales of the Road

This book is interesting, because it is everyday life run into print. The conversation is natural, just as men really talk. Much valuable information is given in an interesting, breezy style. The following is characteristic of the entire book:

appointment and changing a shadow to a spot "With all of his power of enduring dis

of sunshine, there yet come days of loneliness into the life of the commercial traveler-days when he cannot and will not break the spell. There is a sweet enchantment, anyway, about melancholy; 'tis then that the heart yearns for what it knows awaits it. Perhaps the wayfarer has missed his mail; perhaps the wife whom he has not seen for many weeks writes him now that she suffers because of their separation, and how she longs for his return.

"I sat one day in a big red rocking chair in the Knutsford Hotel in Salt Lake. I had been away from home for nearly three months. It was drawing near the end of the season. The bellboys sat with folded hands upon their bench; the telegraph instrument had ceased clicking; the typewriter was still. The only sound heard was the dripping of the water at the drinking fountain. The season's rush was over. Nothing moved across the floor except the shadows chasing away the sunshine which streamed at times through the skylight. Half a dozen other wanderers-all disconsolate-sat

facing the big palm in the center of the room. No one spoke a word. Perhaps we were all turning the blue curls of smoke that floated up from our cigars into visions of home.

"The first to move was one who had sat for half an hour in deep meditation. He went softly over to the music box near the drinking fount and dropped a nickel into the slot. Then he came back again to his chair and fell into reverie. The tones of the old music box were sweet, like the swelling of rich bells. They pealed through the white corridor 'Old Kentucky Home.' Every weary wanderer began to hum the air. When the chorus came, one, in a low, sweet tenor, sang just audibly: "Weep no more, my lady;

Weep no more today;

We will sing one song, for my old Kentucky home,

For my old Kentucky home far away."

"When the music ceased he of meditation went again and dropped in another coin. Out of the magic box came once more sweet strains this time those of Cavalleria Rusticana, which plays so longingly upon the noblest passions of the soul.

"The magic box played its entire repertoire, which fitted so well the mood of the disconsolate listeners. This was enough; too much. The first air was repeated, and the second. Quietly the party disbanded, leaving behind. only the man of meditation to listen to the dripping of the fount."

-By Charles N. Crewdson. Thompson & Thomas, Chicago, Publishers.

Patient, persevering thought has done more to enlighten and improve mankind than all the sudden and brilliant efforts of genius. It is astonishing how much a little added to a little, will in time amount to.

The moment a discovery is made, a principle demonstrated, or a proposition advanced, it finds immediately a host numberless as the sands of the sea prepared to take it up, to canvass, confirm, refute, or pursue it.

If you haven't gotten into the habit of doing a certain amount of systematic reading, acquire the habit as speedily as possible. Your brain is drained every day of your business life (if your work is of real value), and this reading furnishes a new supply of brain food, of ideas and suggestions. Often it is best to read in a line totally foreign to your daily work, as this gives complete relaxation. You can't do your best in any line unless you get away from it occasionally.

A COMPLETE COURSE IN SHORT STORY WRITING-PRICE

$36-GIVEN AWAY

We believe that if many who have taste for writing could secure careful training in this art, they would speedily take their places among those who are now enjoying excellet incomes from their pens. With this idea in mind, we now

offer a complete course in Short Story Writing, by correspondence, with the Page-Davis School, Chicago, regular price $36.00, the merits of which you can fully investigate by writing to them, for the best character sketch and photograph of a man who has won his way to prominence. The sketch must be accompanied by one year's subscription ($1.00) to COMMON-SENSE magazine, and be received at this office on or before March 1, 1906. We want earnest, sincere sketches of men prominent in the public eye, which give not only the facts and accomplishments of their careers, but dwell on the strong points in their characters and business methods. You may choose business or professional men, statesmen, authors, any line whatever in which you find a character whose life furnishes a worthy example to others.

Length, between 1,200 and 1,600 words.

We will also give helpful book prizes to those whose sketches do not win first prize, but are worthy of publication. All who write acceptable articles will be compensated.

It

Send in your subscription at once and win the right to enter this contest. If you are already a subscriber, you may extend your subscription another year or enter the name of a friend. will cost you only one dollar, and it may put you on the road to success as a magazine writer. This will be a valuable experience to say the very least. You will find every issue of the magazine helpful. This is an investment where you can't lose. Address, Editor COMMON-SENSE, 88 Wabash Ave., Chicago, Ill.

At every water fall, on the line of every canal and railroad, in the counting rooms of every factory and mercantile establishment, on the quarter deck of every ship that navigates the high seas, on the farm of every intelligent husbandman, in the workshop of every skillful mechanic, at the desk of every schoolmaster, in the office of the lawyer, in the study of the physician and the clergyman, at the fireside of every man who has the elements of a good education not less than in the professed retreats of learning, there is an intellect to seize, to weigh, and to appropriate suggestions whether they belong to the world of science, of tenets or of morals.