be he the Fortieth Man, or the Fourth Manwho has that leaping blood in him that will not tremble nor faint when he sees the vaster vision.

"It was years ago that I read in a book that man's Business Prayer. I give it to you be cause it is the true speech for courage in advertising.

"Oh, Mighty Lord of Trade's high-running sea,
Grant us an echo of that distant main
Beyond dark wastes of danger to attain
The Coast of Courage-Strand of Bravery.
Grant an Assurance and a Hope more free
That over stiller waters we may gain,
At length, a vaster vision, not in vain,
Thine eternal Opportunity."

Long about this time o' year, I sort o' get a wish

I c'd jus' cut loose a spell an' fish an' fish; Gitten' all fired weary of th' stuffy, sweaty town,

Want to go where I can hear the waters tricklin' down

Through a medder some 'ere's an' in underneath a tree,

Where th' ol' sun kind o' peeks an' shimmers down at me,

Set there by the pool an' rest an' think an' fish. Why, sir,

Long about this time o' year that's wuth a livin' fer.

One day I seen a little gal a dobblin' of her feet

In a gutter stream that made a puddle in the street,

Sittin' there upon the curb an' keepin' mighty still.

Had a bent pin on a line an' fishin' fit to kill,

I stood there achin' fer to hug that kid an'

say,

You're all right, an' this ol' man is jus' feelin' that way.

'Long about this time o' year fer workin' I ain't fit;

Got the fishin' fever on an' I can't git over it.

Want to git out all alone an' set a dreamin' dreams,

Want to smell the leafin' trees an' to hear the rippling streams;

Want to git on top the bank an' waller in the shade

And tender thanks to the One who these favors made.

There is somethin' magic in a breath o' this May-day air,

Makes a feller feel somehow that God Himself is there.

'Long about this time o' year, w'y don't you understand?

Want to go to Nature an' grab her by the hand.

"Why Banks Should Advertise" is the subject of an address given by Fred W. Ellsworth, publicity manager of the Guaranty Trust Company of New York recently before the Advertising Club of Baltimore. Mr. Ellsworth pointed out that it is the duty of financial institutions to inform the public of various necessary facts, and that both the public and the bank will profit by the dissemination of this information. The value of bank advertising was illustrated by the Pittsburg and Cleveland banks who have a campaign on banking by mail with the result that millions of deposits have been se

cured from cities and towns whose banks are not as alive to the benefits of publicity. Also a Chicago bank which ran a series of ads for sixteen months on one subject only-that of saving. During the time the savings deposits of that bank increased several millions.

The Welland Ad Club of Welland, Canada, has been organized and the following officers elected: President, John Goodwin; vice-president, S. L. Booth; secretary-treasurer, H. Waldron.

Advertising managers of seventeen of the principal business houses of Duluth met May 7th at the Duluth Commercial Club, and organized the Duluth Advertising Club. The officers are as follows: President, Charles H. McIntosh; first vice-president, F. L. Pritchett; second vice-president, F. Seligman; third vicepresident, Alfred Moe; treasurer, C. D. Steele.

The Special Train of New York Advertising men left Grand Central Depot at 4 p. m. on Thursday May 16th, bound for the convention of Associated Advertising Clubs at Dallas. Through the special courtesy of the New York Central Railroad, a private train was furnished for this party, consisting of fifty-one of New who York's representative advertising men, claim they had the finest equipment at the command of the great railroad, and who are sincerely appreciative of this kindness extended by the company.

In an address at the Springfield, Ill., Ad Club, J. F. Stevens of Bressmers brought out some very good advertising arguments. He said in part: "To write real 'reason why' copy, you must analyze the field you wish to cover; the classes of people you want to appeal to; you must consider their natural needs and desires

then analyze your merchandise. Don't make price the prime factor of your ad, but create a desire for your goods by truthful word pictures. Make people want your products because they have quality and will give the purchaser service."

The topic considered at the Advertising Men's League of New York, held May 14th, was "Price Maintenance and Its Relation to Advertising," impetus being given to the occasion by the present patent situation in Congress. Addresses were made by H. Ward Leonard, an inventor, and formerly general manager for Thomas A. Edison, Louis D. Brandeis of Boston, wellknown lawyer and publicist, and others. The consensus of opinion was that patent monopoly as such is never burdensome and affords a just protection and stimulus to the inventor, and should be maintained; but that commercial monopoly should be sternly repressed. Officers were elected as follows: President, W. H. Ingersoll; vice-president, O. H. Blackman; secretary, A. F. Nagle, Jr.; treasurer, Mason Britton; directors, Clowry Chapman, Leroy Fairman, Percy S. Marcellus.

Mr. W. B. Sumner, sales manager of the Washburn-Crosby Company, was the speaker of the evening at a recent meeting of the sales managers' division of the Buffalo (N. Y.) Ad Club. His topic was "The Whys and Wherefores of a Branch House," and he brought out the change wrought in a comparatively short time in the mental attitude of the jobber. He stated in part-"A new type of jobber has been created. The manufacturer is only too willing to co-operate with the jobber who has the right mental attitude. Branch offices can be successfully maintained by manufacturers of quality goods who tell their story consistently through the proper advertising mediums. The branch offices are an additional strain upon the manufacturers which in most cases he would gladly turn over to a jobber who would give him the proper representation and support. The manufacturer welcomes a new type of jobber and believes that with the proper co-operation the distribution of advertised, trade-marked goods will be greatly increased to their mutual advantage."

Otto Barth, advertising manager of the Kansas Farmer, was elected president of the Topeka Ad Club at the third annual meeting at the Commercial Club, held May 6th at Topeka, Kansas. The other officers elected are as follows: H. A. Spielman, vice-president; W. J. Rickenbacher, secretary.

The Ad Men's Club of Atlanta is one of the livest organizations of the city. Organized March 4, 1909, with less than 50 members, the organization has grown to a membership of nearly 200. The membership is composed not only of men in the advertising profession, but of progressive business men who are interested in the upbuilding of Atlanta. Thousands of dollars' worth of advertising for Atlanta have been secured by the club at various conventions. Now it is expecting to duplicate its honors at Dallas. Various committees have been hard at work framing up publicity stunts which will open the eyes not only of the Texans, but also of the delegates from every state in the Union, and those from Canada and England.

At the monthly meeting of the Ad-Sell League in Northern Indiana and Southern Michigan, held April 29th, at South Bend, Ind., it was found that the plan of an educational committee interviewing the speakers beforehand, for the purpose of mapping out particular lines of discussion, was very beneficial and brought out points of real value to the Ad-men. The speakers handled the subjects assigned in such a manner as to create a lively discussion which lasted until a very late hour. In this way the Ad-sell League is accomplishing its purpose of the promotion of the best in advertising and selling.

"Past, Present and Future" was the subject of an address on advertising by Thomas Balmer of Chicago, advertising director of the Woman's World, at the regular weekly luncheon of the Advertising Association of San Francisco, May 2. In his address Mr. Balmer stated that "Advertising has a cost reducing quality. Eventually it is going to touch every field in business and promotion. It is the cheapest and most economical medium for the distribution of products." Mr. Balmer brought forth a hearty round of applause by saying: "I believe the advertising convention of 1913 will be held in San Francisco."

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