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In looking to the northwest to find one of America's noble men of whom she is justly proud,

we can turn with pleasure to James J. Hill.

Mr. Hill is looked upon with much pride and tered into what seemed to others to be the wildreverence because he is one in a great many of est and most reckless chances ; nevertheless not America's moneyed men, who places honor and before he had carefully studied the outcome of respect above all else. His dealings with people

each move.

He realized that out of the little are never other than square and upright; his things in life grew the larger ones, and it is a friends know that they can bank upon what he pleasure to note among the many of his admirsays and in return he receives their staunch able traits, the great care and attention he gave friendship. He is generous and always willing to the small things in life. to extend a helping hand to everyone; in other His extensive reading did much to develop a words he delights in helping others climb to reasoning power that was already keen, and each success, and has given many thousands of dol- day found him a little wiser in business matters lars to charity.

than he was the day before. Mr. Hill was born in a little log cabin on the Mr. IIill is not only interested in land negotiaoutskirts of Guelph Ontario Canada, and we tions, but he has already launched two large Pahere have one more example of the boy who cific liners, the “Minnesota" and the “Dakota." through necessity was obliged to carve his own It is his one dream now left in life to have the Clestiny in the world. His father died when he transcontinetal and Pacific lines become the was but fifteen and his first position found him highway of international traffic, and by so doing clerk in a little store in Guelph, earning the destroy business on the Suez Canal. meagre sum of $1.50 per week. Ile did not be- Though Mr. Ilill is in his sixty-ninth year, he come discouraged but took up his task carn- is strong and robust. His set and determined estly, working hard during the day and study- ways to accomplish his ends, are as marked in him ing late into the night. He was obliged to listen now as they were in his youth. to the taunts and sneers of his fellow mates, He takes pleasure in spending his pastime at when they learned that he was seeking a high solitaire, and in the reading of his favorite books. position in life. But he consoled himself with He receives and entertains his friends in the the old adage, “The one who laughs last laughs most informal way. Being extremely fond of best," and this brought him new courage to art he enjoys the opportunity of explaining the work on with even greater vigor than before. meaning of rare pictures in his art gallery. Many

He loved travel and spent much of his time of the single pictures in his collection are valued in earning his way through the provinces. From as high as $50,000. clerk he accepted a position as dock hand, from James J. Hill is a man with insight and predock hand to station agent, thence to agent for vision that seldom leads him astray. There is il a packet company and later became owner of a confidence in his manner that portrays strong transportation and fuel business. It was while character, and his keen, honest, searching brown engaged in these various businesses that he ac- eye bespeaks his intellectual powers. He is parquired a taste for large transportation affairs. ticularly fond of geology, biography and mechan

The step that meant so much to his future ics. His white flowing beard covers lips that are was taken in 1873, when he had the opportunity set and determined. There was never anything to enter the railroad business as a leading man.

that dared to interfere with his plans. He is not owing to the fact that the St. Paul and Pacific overtall, but has a proud stately carriage that Road defaulted on its bonds.

lends to his charm of personality. He is a home He accomplished this end by interesting home man and nothing pleases him or his sweet, reand foreign capitalists in the property; and be- served, unpretentious, motherly wife more than ing well known and also well liked, he had little when various occasions call their nine children to trouble in bringing his plans to materialize. the grand mansion in St. Paul for a happy re

This great change in affairs resulted in the union of family ties. further building of the Great Northern road and (A picture of Mr. Hill appears on the cover gave Mr. Hill the presidency in 1880. His hon- page.) est business measures won for him many friends. His personal magnetism interested everyone and made them feel at home with him. Ile was ever The kings among men are those who are searching for great achievements and often en- ready and resourceful.

A recent communication from France informs that it must be an effort toward education. us that the importance of Instruction in Adver- In the United States, in England, even in Gertisement Writing has been recognized by the many, there is not one little industrial improvemembers of the French Advertiser's Association ment, one little commercial combination that does which was recently established under the name not give rise to some ingenious and well organof "Chambre Syndicale de la Publicit." Its ized Advertising plan. members have not only recognized the necessity In France, the persevering agents and solicof such instruction, but they have made a for- itors, the real apostles of the Publicity, have the mal demand to the government, through Mr. greatest difficulty in vanquishing the routine and Doumergue, Minister of Commerce, for the in- the inertia of the French business men. Our introduction of a course in advertisement writing dustry ranks first in the world in the intelligence in the Commercial Schools controlled by the of its important discoveries; but it is the most Government. Here is an extract of an official timid, the most hesitating when it comes to putreport that was forwarded to us on the proceed- ting forth the quality of its products or the ings of the new Association.

efforts made to improve their quality. “On the 28th of November last, the 'Chambre What are the causes of this? Here are the Syndicale de la Publicite,' in Paris, gave a ban- two principal ones: The first is that Publicity quet to two of the most prominent newspaper has been calumniated in France; it has been and advertising men of France on occasion of confused with base speculations, sometimes with their nomination to the Legion d'Honneur. The outrageous blackmailing, and its place, that of Minister of Commerce, Mr. Doumergue, presid- the motor of business, has not been assigned to ed over the banquet, and many speeches were it. made on advertising and journalism. A fact to Now, there is a second reason for this misunbe noted is that the general trend of these derstanding on the part of the public, and this speeches was toward showing the necessity of cause, Monsieur le Ministre, you are able to establishing regular courses of advertising in- suppress it right now. It is the want of instrucstruction, and pointing out the close relationshiption in this profession. existing between journalism and advertising." The Commercial Schools that are instituted by

One of the orators, Mr. Vergne, a man well the State and with the help of the Chamber of versed the conditions of advertising in Commerce of each large city, are destined to France, said:

form expert merchants, ship owners, bankers, Since the very remote days of their administrators, managers and employees of first appearance in the world, these two sisters, commercial establishments. These Schools are the Press and the Publicity, have supported each under the dependence of the Minister of Comother, and we can say that if the Political Press merce. has been the factor through which Publicity Why should we not ask the Minister of Comgained her existence, the latter has largely re- merce to order in addition to their programme, paid her sister by furnishing her with the means a course of Instruction on Advertising? of pursuing her magnificent mission--that of de- Why not teach to the pupils of the Commercial veloping the human mind.

Schools, of the School of High Commercial Unfortunately, in France, Advertising has not Studies, that Publicity is the principal agent of brought results that correspond to the industrial commercial transactions; that any merchant may and commercial importance of its beautiful use it, but that the way to use it must be learned? country.

Nobody is born with this knowledge, but this In fact, in 1899 and 1900, the whole of the knowledge can be acquired by the study of the Publicity in French newspapers was calculated different methods, and the comparison of the to amount to about 10,000,000 francs ($8,000,- multifarious ways of the different countries 000), while the New York newspaper alone re- where advertising is the rule, not the exception. ceived during the same period 62,000,000 francs We entrust our amiable Minister, who has ($12,400,000 worth of advertisements, and the already given us many proofs of his interest in Times of London 12,000,000 francs ($2,400,- our welfare, with the fate of this project, the suc000).

cess of which is ardently desired by every one We are very far from similar results, even if of us." we add to the direct returns the receipts of the

SPEECH OF MR. MAILLARD Advertising Agencies, equally important. But

Necessity created the medium, the an undeniable fact is, that of late, Advertising medium created the agent, and it is not a suffihas made considerable progress.

cient diploma to be called a failure to enter our There is still an effort to be made, and I think prefession. Competition is so sharp at the pres



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ent time that our profession has become an art, and without the necessity of creating new offiand is on the point of being organized as the cials, to make a place for advertising instruction best.

and to point out to managers and teachers how Advertising is an art, and one of the inost

necessary it is for their pupils to know how to clifficult. In fact, you can expect anything from proclaim the advantages of the goods they are publicity, until you know how to handle it. called to manufacture or to sell, and that the Money is not all in advertising. The advertis- means of making the public acquainted with ing man must possess tact, taste, and common same are in the hands of the Advertising Agent. sense. He must be diplomnatic and practical. He I think it would be very useful to show those must know all the different processes employeil pupils what they are doing in that respect in forin each of these professions, and which of these eign countries, in Germany and in England and processes will be the best to suit his purpose. especially in the United States.”. He must be active, always on the lookout, never So France, where advertising is still in its inleaving anything to chance.

fancy, where the French people themselves point His part is that of a council who wants to out the inertia of their business men in regard to economize his client's time and protect him advertising, is setting the pace to the States, the against costly and unsuccessful attempts. He queen of all nations in the advertising field. A must be as familiar with the kind of publicity formal demand has been presented to the Governthat will be the best adapted to each kind of ment for the introduction of advertising instructrade, as is the architect familiar with the differ- tion in the commercial schools of France. This ent resources of all the professions that are in- demand has been favorably received and is cluded in the builder's trade.

under consideration. Within a few months, the The advertising agent of to-day cannot be a French commercial schools will boast of a course servile and irresponsible machine, but he must be of instruction on Publicity in their programme, a free man who thinks for himself and for

while progressive America will be looking on, others. When he has found what he was looking taking the part formerly assumed by the Eurofor, that is the customer, his work is not ended. pean countries, and waiting to see what the outHe must give it that polish, that elegance that come will be and then meekly follow suit. characterizes French products. That is why he is the most intimate collaborator of the Industrial and of the Commercial man. But he must

Little Things Count in Business be trained in that direction. He must learn that It is the little items of expense, seemingly too trade.

small to consider, that eat up the profits of any ANSWER TO THE MINISTER OF business. The most successful business men are COMMERCE.

those who have lived on the basis of “look out In France we have had for a long for the pennies and the pounds will take care time the habit of waiting for the people to come

of themselves." In stopping up the little leaks to us. That time is now past. We must go to

they have made themselves financially solid and the customers; we must solicit their custom, con

have earned for themselves the title "Captains of vince them of the quality of our goods.

Industry." That situation has created a class of very in

No matter what the general magnitude of a telligent people who said: “We must tell the busi- business may be, it is well worth the while to ness men that if they want to sell their goods,

look out for its minor affairs. This may be an they will have to make them known, and point age of large things in general, but it is, after all, out their advantages.” And the Advertising

from the handling of smaller deals that the greatAgent was created.

est profits are derived. Small leakages are sure We must struggle against the inertia, the ill- to slip by unnoticed unless the business is so will of those you are protecting in spite of them

organized that every detail, no matter of how selves. This allows you, gentlemen, to show

little apparent significance, can be proper your talents, to vie with each other in ingeniosity,

checked.—Busy Man's Magazine. and I am a witness that you lack neither ability nor spirit.

Hurlev, S. D.. March 20, 1907. But your ambition is large. You want to be- Common Sense Pub. Co., Chicago, Ill. come a Syndicate. And when you have suc- Gentlemen :-I always look at the Editorials ceeded, you ask the Government to give a place first, and then the advertising, but one strong to Advertising Instruction in the Commercial feature is the goodfellowship made manifest Schools. Well, gentlemen, I think the idea ex- through the magazine. It is hard for me to tell cellent and I proclaim it highly.

vou what part of Common Sense is the most I think that it is possible, in the general in- beneficial. It's all good. Yours verv trulv, struction that is given in our commercial schools,

E. T. ELY.

( BY GRACE THANE ) Where in all eras of history has there ever does this knowledge bring the chances for leadbeen such a zealous scramble for education ership in any line of work within the reach of among youths and maidens as is evident at the the student but it presents occasion after occapresent day? Was education ever sought by sion, each affording greater opportunities than young men and women in their teens as now? the one before, to earn money while studying. This cry for education and training is only The student need not don cap and apron or overanother sign of the great progress on foot in all alls and boots to acquire the knowledge needed parts of the world and can be regarded as a in this field; neither need he scatter his efforts fore-runner to another period of learning. along other lines, nor be diverted from his pur

Time has woven as great a change in the minds pose through the performances of disagreeable of the people as it has the formation of the work. earth's crust. Ambition has touched the spark Large advertisers are always ready to purplug of education. To-day the youth prizes

To-day the youth prizes chase a worthy idea, a catchy phrase, a good knowledge and realizes its value above all other name and students are particularly apt in their things. He is not satisfied to be among the han- production. Advertising contests are inaudicapped—he wants a fair chance in the race of gurated in every community not only by large life and is willing to work and earn the knowl- advertisers but by publishers who are willing to edge he knows he will need throughout his life pay large sums of money for even crude ideas even though its acquisition means a sacrifice of because they often find in them the material for pride and pleasure.

a new line of thought or argument. Girls during their school vacation don cap and A recent instance of such a contest which is apron and work as restaurant waitresses, in order worthy of mention because of the interest it has to earn the money needed for their next college created among advertisers and others, and beyear, and ambitious boys jump into overalls and cause of the liberality of the prizes offered, is the boots, and plough the ground or mayhap even advertising contest instituted by Arbuckle Brothact as the all around man in the palatial home of ers, one of the largest coffee manufacturers in the some wealthy resident near the college or per- world. This company has for instance approform other equally menial labors. They do all priated one thousand dollars, nine hundred and this sometimes behind a heavy heart when it is fifty of which is to be distributed in prizes exnecessary to face the ridicule of unthinking clusively among students of the Page-Davis Adschoolmates.

vertising School of Chicago. Five hundred dolTo spare their children this mockery parents lars constitutes the first prize, two hundred doloften toil with stiffened fingers far into their lars the second, one hundred dollars the third, aged years, for they too realize that this is the fifty dollars the fourth, fifty dollars the fifth, new period of learning; that those without edu- twenty-five dollars the sixth and twenty-five dolcation to-day cannot cope with their fellow com

lars the seventh. Not only this do they offer rades, but like the hundreds of helpless, useless for the ideas of students, but they also hold out creatures of this great world that sink into ob- the promise of permanent positions in their adlivion every year, they are pushed from side to vertising department to worthy contestants. side, and supplanted by their more competent Think of the encouragement and incentive for brothers. Parents know their son's competitors the student of advertising! Then look over your are not going to care for his welfare, therefore papers and magazines and consider the great they do their utmost to help him become fitted possibilities in the profession and you will no to care for himself.

longer wonder why the brightest, the most proIf the student be a seeker of practical knowl- gressive and the most ambitious men and women edge he has great cause for encouragement be- of the day are studying advertising. cause the attainment of an education is made The contest mentioned is but an instance; lighter by late developments in the world of busi- hundreds of advertising students are constantly

Competition is swiftly working a great earning double and treble the cost of their change. The student need no longer pay for his tuition, in just this way and many others are selleducation in physical labor for which he is often ing clever ideas to publishers long before their uinfitted, when he has something better to give

studies are ccmpleted. in exchange—brains and ideas.

Thus is shown the difference in value between In looking over the many professions that hold commercial and academic training as far as imout opportunities for earning an education with- mediate results are concerned, and this opportunout the sacrifice of dignity and perhaps health, ity to earn money while studying is simply an inthere is one that stands out with particular promi- dication of the money earning opportunities in nence-the profession of advertising. Not only this field for the man who is competent.




A Simple Tribute to Page-Davis School
Directing the clinging ivy

Where to twine its tendrils frail,
Around a firm and sure support,

So that all which does assail Will find a stout resistance

Which will have a great, grand way For the shining of a beacon light

In the lettered world alway.

national affairs, or who has attained prominence through ability in a special line.

Upon opening the magazine I first read the sayings, which are indeed interesting and instructive. Each one reveals a thought that helps one to greater success. Further in the pages are found well-written articles about successful persons, including one, relative to the portrait appearing on the cover page.

The magazine also embraces good talks and stories about business, worthy of careful reading. Other short stories, that may appear, contain thoughts well deserving of the space which they occupy.

Only the highest class of advertising is to be found in this magazine. Each advertisement I. analyze to find wherein it is attractive, or productive of results. THOMAS E. SAWYIER.

Columbus, O.

Most patient with the unlearned ones,

Who stumble as they go
In paths that they're ne'er trod before,

As they seeds of knowledge sow,
When the waking time shall come to them,

The hand that soweth tares,
Had not a part to play in this-

No briars come unawares.

Gently, firmly teaching,

With courageous words and true, What others have done before us,

After Thoughts on Spelling Reform We surely can do too,

Editor COMMON SENSE: A mighty inspiration,

In “After Thoughts on Spelling Reform,” the Which maketh by its power

author has given sound reasons why there may Our feeblest. humblest efforts

be doubts of "Simplified Spelling" becoming Become of strength a tower.

popular and established.

Of the three hundred words, as simplified by Upon a mighty pinnacle

Brander Matthews, and sanctioned by President Success enthroned does wait, While Wisdom holdeth firmly

Roosevelt, not one-half of them would make a

hit. To unlock her postals great,

Altho' many of them have been used in The key which we have searched for

thie reform way for years, the adoption of the Through ways of thorn and briar,

majority is impossible by reason of the too radStumbling often-fearful ever,

ical change as contrasted with those words Lest we fail of our desire.

adopted in commerce by common consent.

We are a cosmopolitan nation, pleased with O noble Alma Mater!

having a strenuous president, and like to witWhat could we wish for thee,

ness great changes, radical in the extreme tho' Who hath given us understanding

they may be, so long as we are not compelled For all futurity ?

to participate in or are not materially affected May the bread upon the waters,

by the venture. Which thou has cast for thine

Alone is the international impediment one seReturn again ten thousand fold,

rious enough in itself to be weighed carefully. Whilst thou dost bless mankind.

Phonetic spelling is by far the right standard An Appreciative Student.

of spelling, as is the metric system of matheLulie Roberts Swift.

matics, but as we begin rather late to instill reform in spelling, it would be well to recall all

but such words as are commonly used, and then The Most Interesting of Monthly

gradually let the public assimilate new words as Magazines

rapidly as is prudent. To me the most interesting of monthly mag

Fowl can be made to bolt their food in order azines is “Common Sense.” I find more pleas

to fatten them rapidly for the market; but human ure and derive more real benefits from its pages

beings can not be so treated. than from any other magazine.

A place for everything-also time—and everyGlancing at its cover, the eye is attracted by thing in its place and time. a half-tone portrait of some person who holds

Respectfully submitted, a responsible office in the administration of our


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