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We cling to those dear old moss-grown useless phrases" We beg to state, As one might say, At the same time, "In a manner of speaking,” “On the other hand-And you know the rest.

There are hundreds of them in common use. They don't add to strength, and they certainly tangle the thought threads. A common fault even with the best writers. No one is entirely free from it.

But by following Mr. Ridgeway's style-using short, sharp, powerful sentences-with irrelevance cut out-copy that is as crisp and free from unnecessary phrasing as a Western Union message, the writer will gain wonderfully in efficiency-will get his stuff read—will carry conviction.

Don't write an advertisement to prospective customers.
Send them a telegram.

T"

The "Get-Together" Idea

HE one-man band may be all right for a muscum novelty.
But most of

THE Quest of us prefer the full orchestra.

More and more in modern business, solitaire is becoming an unpopular game. We are getting away from the one-man idea.

If every man were sufficient unto himself we should all cut our own hair, make our own shoes, build our own houses and provide our own means of locomotion.

But experience has proved that it means not only economy but efficiency for every man to do the thing he does best-and leave other things to people who do them best. So we patronize barbers and shoemakers, and contractors and buy our tickets for the Limited.

In return, the barbers, the shoemakers, the contractors, the railroad men buy our merchandise. That's the first principle of busi

ness.

But from single-handed specialists we have grown to organizations of specialists--a fuller development of the one-mandoing-the-thing-he-does-best idea.

Now-a-days there is a demand for Organized Service in every

line.

The head of a big business-itself organized for efficiency-desires to place his legal affairs with a firm of attorneys that offers a corps of trained workers and advisers, so that every man's special ability will be available, and every man's special experience contribute to winning the case.

In serious illness, the modern man of affairs is not content to leave the case entirely to his family physician. Specialists are called in-consultations held-multiplied knowledge and experience brought to bear.

The manufacturer, the merchant-even those who "started on a shoestring" and rose because of wonderful personal initiativehave developed and prospered because they organized their businesses, by gathering together an army of specialists at the heads of their different departments.

One-Man rule never makes good government.

America must have besides a President, the Cabinet, the Senate, the House.

The monarchies of today are monarchies in name alone.

And the important business men of this country realize that, like the Nation's head, they must have a cabinet.

And, if they demand a legal organization, if they insist upon multiplied efficiency in every other line-they certainly desire Multiplied Efficiency, Organized Service, in Advertising.

Now-a-days every advertising writer or agency man who finds himself out of a job immediately comes out with spectacular announcements of Personal Service.

Poor old "Personal Service!" It is the shield and glory of every desk room ad-man in the country.

Every bush league, self-discovered advertising marvel whose knowledge begins and ends in a correspondence course, and whose experience has been limited to writing the bargain sale announcements of the Bee Hive store at home, proffers his services as "Business Counsellor" available to a few select magnates. Personal Service "personified!"

But the simple truth is, that the single advertising man, working on his own hook, confined to his own knowledge and experience,

restricted to his own one-man style, is likely to be no more fitted to plan, develop and work out to a successful conclusion an advertising and merchandising campaign

Than is a single employee of an automobile concern, however skilled a mechanic he may be, capable of designing, reproducing in metal, completing every manufacturing detail, and turning out, unaided, a perfect car.

The theory of personal advertising service is the theory of a smattering knowledge spread thin-an unwillingness to realize human limitations. It's the theory of the Jack-of-all-trades.

And the leading business men-the men at the head of the great national industries-are not fond of the music of one man bands. The man with a well organized business wants Advertising Service that is equally well organized.

Just as he relies on his Board of Directors, his Officers, his Heads of Departments-he wants the services of an advertising institution that is similarly composed of thinking men-each with a peculiar capacity for advertising and merchandising work-men who have been up against a countless variety of different propositions who know methods and results.

The modern business man realizes that the most successes in advertising and merchandising propositions are worked through the co-operation of himself and efficient members of his organization-with the head, and the efficient members of the advertising institution

Not one of them but many.

It's a teamwork proposition after all.
And a lone horse never made a team!

DDDDDD

The Real Education for Efficiency

HEY were puzzled about a problem the other day-two
college men now in the advertising business.

TH

It was a simple one of percentages-but it stuck them.

The stenographer, who quit grammar school because her father refused to work, solved it for them in less than half-aminute.

"By golly, Brown," said one of them. "That is a joke. Here we have spent years cramming our heads with higher mathematics, and a little simple open-faced problem like that puts us on the blink."

"Frankly, and not for publication," replied the other, "about the only thing I have got to show for my university career is a diploma, a frat pin, and a scar from a foot-ball scrimmage. Where do you go to learn the every-day things?"

And that's the question.

Where does one go to learn the every-day things?—The usable things?

Where shall we go-where shall we send our sons and daughters that they may gain a practical, well-rounded education?An education for efficiency.

Now, don't be alarmed. This isn't the old "college-man-inbusiness" controversy brought back to life.

There are college men-lots of them and college womenwho have made good in afterlife. The professional world and the business world are full of them.

But the majority of them will admit that they had virtually to begin all over in the learning of practical things.

Of course, the foolish, sap-headed, effeminate rah-rah boy would be the same mental peanut, whether he went to college or not.

You will find the same type among ribbon-counter clerks and chorus men.

So don't blame the college for the breed.

But, just the same, there is something wrong with the whole principle of modern education.

What the world needs, and what the future generation will demand, is more practical study. It needs simplified instruction. It needs education by elimination-lopping off the nonessentials.

And just as President Eliot of Harvard reduced the cream of literature to a five-foot book-shelf

Someone is going to take the necessary studies the sciences and the classics and simplify them-boil them down in such a way that the amount of time required to get a good educationyes, a higher education if one chooses-but, most of all, a practical education-will be reduced.

This will be true of public schools as well as colleges-a diploma will mean the developed ability to do things.

And graduates will go out into the world prepared for efficiency, with basic knowledge so firmly implanted, so carefully taught, so persistently reviewed, that it will have become a permanent possession-that its use will be intuitive.

This ideal course will simplify mathematics.

Simple, short-cut rules will take the place of complicated brain-racking theorems.

Grammar-Composition-now made a bug-bear through unnecessary complications-will be reduced to a few primary, rememberable rules that are a key to correct English.

Yes sir, the new education will be an education of Doing Things.

Hebrew and Greek will be deemed far less important than Electricity and Mechanical Engineering.

Ancient History will receive less attention than modern Civic Problems.

And Business will be taught all the way through. Merchandising, Advertising, Marketing, Salesmanship. Not merely the theory of these things, but their actual working out.

Another thing. Instructors will be of a different type. The old-style blue-goggled professor with his head in the clouds and his feet on a hot brick will be with us no more.

Teachers who have an aversion to all things practical will give place to bright, keen, down-to-earth men and women who believe in the Gospel of Human Efficiency;