ance of selling, and he may make a profit. The expert salesman may understand selling so well that even with poor advertising he can make

money.

Liberality, and even large expenditures of money, if they are wise, are not extravagance, and are not chargeable to carelessness. The successful advertiser must be a liberal business man.

He must not be extravagant. He must under

stand the value of a dollar. He must exercise a general supervision over essential conditions, and not give his time to hunting into the corners of his counters and consuming more time than the saved article is worth.

Economy is always to be practiced; but foolishness, meanness, and unnecessary saving are not economical.

The principle of saving is all right, but a principle can be worn threadbare by over-practice. In the handling of advertising, the cheapest man is the best man; for if he understands his business, he will save more than his salary, and will further save the time of his employer. He will make every dollar bring in all that it ought to bring.

The successful manager of advertising is worth from one thousand to twenty-five thousand dollars a year, and the store that cannot afford to pay a thousand dollars a year for its advertising manager might just as well get along without

one.

Any concern spending one hundred thousand dollars a year cannot afford an advertising manager who cannot command from five to ten thousand dollars a year. And any house expending two hundred thousand dollars for advertising will find it the best economy to get the best man for any price not exceeding twenty-five thousand dollars a year. He is an outside-inside man, representing the inside and outside of his business; and he goes further, for he must connect the business with the buyer. He must strike a medium between what the advertiser wants to say-which is generally too much; what the public wants to read-which is very little. He must stand between the two as a double-sided buffer, receiving the blows from each side, equalizing, connecting, and making profit out of them. He must know enough about business to buy advertising space as merchandise, and to conduct his department in a businesslike way. He must be enough of an artist to know how to make artists produce business art. He must add the element of business to the art of the artist, that the pictures may be artistic enough to please the public, and businesslike enough to bring business. He must see how his advertisements are going to look before they are made, and understand typographical display far better than the average printer. He must be a student of human nature,

and a man among men. He must know how to feel the pulse of the public, that when he sends the public something it will not only represent the goods he advertises but will find public acceptance. He must have a certain amount of originality, and know how to regulate his originality. He must be a man so easily adaptable to conditions, and of so much ability, that he can, by printed word and original method, spread the table of merchandise before the public so that the public will eat from it and want to keep on eating. Such a man must have a broad and elastic mind that is capable of winding around anything and penetrating everywhere. Such a man is never a fool, and he never will work for less than he can conveniently obtain.

The time has arrived for every great advertiser to employ expert talent in the management of advertising, and to encourage the creation of such talent.

There is as much need of a school of advertising as there is of a school of art, science and language.

The good advertising manager must have the professional talent of the doctor, of the lawyer, and of the minister; and he must combine with these the principles of successful business management, making of himself a man who ought to stand far above the majority of mankind.

Opportunity and conditions have often failed. to produce advertising managers. Ninety-nine per cent of the so-called advertising experts, adwriters, ad-smiths, and business promoters under different names, are but charlatans and quacks attempting to live by the wits they do not pos

sess.

The field is open to woman. Will she enter it? A few have led the way, but there is room for hundreds and thousands.

"One of the most insidious enemies with whom. advertisers have to cope is the retailer who endeavors to palm off on his customers something they do not want when they call for a well-known advertised article. By insisting upon getting what they call for purchasers could soon bring the substituters to terms. The retailer who offers some unknown article which is "just as good" is generally lining his own pockets at the expense of the customer."

Getting the right start is the first step toward success; and the beauty of it is that it's never too late to stop and start all ove again.

Pure gold has no commercial use; the hardiest cattle are the result of cross-breeding; the best business ideas are those strengthened by a diversity of opinions.

THE TRUE ANDREW JACKSON

No volume belonging to the "Great Biography Series" issued by the J. B. Lippincott Company can have been more welcomed or read with more intense interest than this biography of Andrew Jackson by Cyrus Townsend Brady. Mr. Brady has made a close and sympathetic study of the life of our seventh president for a period of years that warrants the assumption that his work is authoritative and just. He has carefully sifted many documents, gathering evidence in the way of opinions and anecdotes that reached back to authentic sources, and offering conclusive proof of every point made.

This paragraph gives a pleasing insight into Andrew Jackson's kind of hospitality:

"In an establishment so restricted, General Jackson and his good-hearted wife continued to dispense a most generous hospitality. A lady of Nashville tells me that she has often been at the Hermitage in those simple old times, when there was in each of the four available rooms not a guest merely, but a family, while the young men and solitary travelers who chanced to drop in disposed themselves on the piazza, or any other shelter about the house. 'Put me down in your book,' said one of General Jackson's oldest neighbors, 'that the General was the prince of hospitality; not because he entertained a great many people, but because the poor, belated pedlar was as welcome as the president of the United States, and made so much at his ease that he felt as though he had got home."

J. B. Lippincott Company, Publishers. Philadelphia. Price, $2.00.

THE SPOILERS

Mr. Rex E. Beach has written a story that sounds like his own experiences in the frozen land of Nome. It is pretty well understood that he has not drawn on his imagination for the powerful story he has written. It is a tale such as is told by a man once in a life time, a tale of impetuous emotion, of brute strength and courage, of swift and passionate love and hate-a tale which tells itself without fine words-vigorous, forceful, mighty. It is a story of greed for gold and hunger for a woman's love.

These paragraphs show the strong vigorous style:

"Glenister took from his clothes a bundle of bank notes, so thick that it required his two hands to compass it. On-lookers say that the bills were mainly yellow. No one spoke while he counted them rapidly, glanced at the dealer who nodded, then slid them forward till they rested on the king. He placed a 'copper' on the pile. A great sigh of indrawn breaths. swept through the crowd. The north had never known a bet like this-it meant a fortune. Here was a tale for one's grandchildren —that a man should win opulence in an evening, then lose it in one deal. This final bet represented more than many of them had ever seen at one time before. Its fate lay on a single card.

* * *

"The stakes were laid at last and the deal about to start when Glenister spoke. 'Wait! What's this place worth, Bronco?'

"What do you mean?'

""You own this outfit?' He waved his hand about the room. 'Well, what does it stand you?'

"The gambler hesitated an instant while the crowd pricked up its ears, and the girl turned wondering, troubled eyes upon the miner. What would he do now?

""Counting bank rolls, fixtures and all, about a hundred and twenty thousand dollars. Why?'

"I'll pick the ace to lose my one half interest in the Midas against your whole damned layout.'

"There was an absolute hush while the realization of this offer smote the on-lookers. It took time to realize it. This man was insane. There were three cards to choose from -one would win, one would lose and one would have no action.

not

"Of all those present only Cherry Malotte divined even vaguely the real reason which prompted the man to do this. It was gameness,' nor altogether a brutish stubbornness which would not let him quit. It was Something deeper. He was desolate and his heart was gone. Helen was lost to him-worse yet, was unworthy, and she was all he cared for. What did he want of the Midas with its lawsuits, its intrigues and its trickery? He was sick of it all-of the whole game --and wanted to get away. If he won, very well. If he lost, the land of the Aurora would know him no more."

Harper & Brothers, Publishers. $1.50.

Price,