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BOVE these lines you behold the Atlas Club entertainers, who entertained so royally at their "lid-lifting frolic" on the evening of All Fools' Day.

Two hundred or more ad men, representing mostly middle western advertising agencies, publishers and advertisers, with a number from the East and Northwest, sat down to the annual banquet of the Atlas Club in the gold room of the Congress hotel on the evening of April 1. After letting us eat and drink our fill, they pulled a curtain at the east end of the hall, disclosing a specially constructed stage, with the cast and chorus as pictured above-and "The Advertising Follies of 1913" began.

The orchestra, under the active leadership of Guy C. Pierce, western manager of the Associated Sunday Magazines, struck up the opening chorus and "the entire company" sang it. Be it here recorded that while AGRICULTURAL ADVERTISING has heard that Bro. Pierce is an

exceedingly good advertising man, we take off our hat to him as musical director. To put over such an excellent show with sixty volunteers, and in six or seven rehearsals, is a rather Herculean task; but, not satisfied with this, he writes a couple of songs and a few marches especially for the occasion-and then deposes the regular leader of one of Chicago's best orchestras and leads it himself, so that paid orchestra and amateur cast and chorus will work together right, with no previous rehearsal.

You might think from this that we have overlooked John A. Dickson, western manager of the Youth's Companion. We have not. He is another star performer, of the first magnitude. He has finally induced the Atlas Club to cease re-electing him as president every year, and has "retired"-merely acting now as interlocutor, playwright, parodist, actor, trainer, make-up man and general utility.

Well, five minutes after the opening chorus,

the applause had diminished sufficiently to permit the introduction of C. A. ("Thrush") Pfau, whose solos started the applause business all over again.

Then came Howard Patterson of Pearson's, with "Rag it, Rag it," choruses sung by the rest of the sixty, and followed by R. W. Richardson of Munsey's, another end man.

"A moving picture of the uplift methods of the famous Agate Club" was a beautiful burlesque of any Agate Club meeting. President "Gil" Hodges (impersonated by Interlocutor Dickson) introduced Chairman-of-one-committee "Dick" Howse (T. H. Nixon of Walter C. Kimball, Inc.), who in turn presented Chairman-of-another-committee Henry Hathaway (C. S. Fredericks of the Westerner), who "passed the buck" to Chairman-No.-3 "Jim" Townsend (E. D. Wheeler of Gates List), who finally introduced Speaker-of-the-Day "Tommy" Kester (L. A. Hodges of Munsey's), who discussed "The History of Advertising." Questions were asked by Roger Hoyt of Outlook and Graham Patterson of Suburban Life and Sunset-Pacific Monthly, and answered by the speaker, who was followed by Mover-of-the-Vote-of-Thanks Arthur Acheson (J. B. Meigs of Collier's). Then Chairman-No.-3 turned the meeting back to Chairman-No.-2; No.-2 to No.-1; No.-1 to President Hodges, etc.

An unpublished "coon-song," written and composed by A. E. Chamberlain of Krill & Chamberlain, was sung by the author-composer, with the aid of Tom Nixon and the chorus. E. C. Patterson of Collier's featured as "the only left-handed end man living in Western Springs receiving a salary of $50,000 a year-was forced to parody one of his famous "advertising bulletins," with the aid of Interlocutor Dickson. And H. G. Edwards did some remarkably good singing.

Then Murray Springer of Everybody's, caricaturing Prof. Walter Dill Scott of "Psychology of Advertising" fame, gave a stereopticon lecture on "Why Is Advertising?" He propounded the most unusual and astounding theories, and then proved them by current advertisements "faked" to order.

After some stellar minstrel singing by Endmen Heber Smith of Collier's, J. C. Harris, Jr., and "Al" Chamberlain, a take-off on the new Edison talking-picture was presented. While A. C. G. Hammesfahr of Collier's talked about some of the famous folks of the advertising business, Joseph H. Neebe, also of Collier's, drew them.

"Off the Street," a tribute to the Off-the-Street Club, a charity supported by Chicago ad men, was sung by C. S. Fredericks, H. B. Snyder, F. W. Thurnau and C. A. Pfau.

End-men Ellmore Patterson and "Mottsy" Ebersole did turns, preliminary to the "Watch Club Dinner." So many Westerners have recently been given farewell dinners and gold watches incident to their election to membership in the "Chicago alumni club" in New York that the following condition of affairs was alleged to be necessary:

"It has happened that the recipient of such a dinner and watch has sometimes returned to live again amongst us. It has been the custom, however, for him to keep the watch, and the donors have received no refund on their contribution.

"To correct the growing evil, therefore, a Dinner and Watch Club has been formed, consisting of twenty-four members, each contributing $3 per month. A farewell dinner is given once a month and a watch presented to some man chosen by lot.

"It will be seen that at the end of twentyfour months each member will have received a farewell dinner and watch, whether he loses his job or not.

"Upon being drawn to receive a farewell dinner and watch a member has the option of resigning his position or not.

"The picture attempts to depict the first of this series of dinners and presentations. The lot having fallen to Mr. Lamb, it is assumed that this is the reason for his resignation from the Curtis Publishing Company's Western

office."

Wilbur Nesbit himself could not preside at any tearful farewell with greater unction or broader drawl than did his temporary double, John Dickson, in the role of Toastmaster Nesbit. R. G. Gould of the Schulz Baking Co. was quite true to life as Wm. Boyd, western manager of the Curtis Publishing Co., in his goodbye talk. "Jimmy" Meigs again took off Arthur Acheson, presenting a stem winder-seven inches in diameter to Chauncey Lamb, who, through J. C. Harris, Jr., responded feelingly.

"Heaven Will Protect the Working Girl" sang "Mottsy" Ebersole, and the chorus helped him make the announcement. R. W. Richardson and Cope Harvey performed as the Atlas Club Cabaret.

Followed, then, "The Temptation of William," being a supposed interview between Wm. Boyd (R. G. Gould), Wm. Wrigley, Jr. (John

Dickson) and an office boy (Howard Patterson) on the subject of twelve chewing gum spreads in the Post.

Again came Singer Pfau to the footlights; again came a storm of applause for remarkable singing. Then again things went from the sublime to the ridiculous. From minstrel-men Harris, Smith, Ebersole and Pearson's Patterson all held the prominent in Western advertising on the griddle without mercy. The spotlight of the fun-making was turned on fellows like Charles H. Stoddard of the Munsey Co., W. R. Emery of Everybody's, Fred Cole of Mc

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Clure's, and others. In between came a parody of a parody-a take-off of the Atlas Club itself by itself. Principally this consisted of an imitation by John Dickson of Guy Pierce building a show out of sixty recalcitrant ad men.

They saved the best for the last-then Guy Pierce showed his full hand, with the Soldier's Chorus, sung splendidly by that chorus of sixty. Verily, the Atlas Club covered itself with glory.

On April 12 a portion of the performance was repeated at the South Shore Country Club.

T was the late Sir Henry Irving who said that the only way to learn acting is to act.

It is Mr. Caldwell's belief that the way to sell goods is actually to get out on the firing line, and get the signature on the dotted line.

Mr. Caldwell's earliest playthings were said to have been a pair of scales and a cash drawer. Certainly he has been identified with successful direct sale of goods from his groceryboy days.

There is no theory in Mr. Caldwell's ideas of merchandising. There may be considerable psychology intermingled with them, but he wouldn't call it by that name.

He has made a study of human naturebuying nature. He has explored the channels of distribution.

During his extensive selling experience covering many lively years with National propositions, he has been up against some of the most difficult points of resistance and has some phenomenal sales records to his credit.

Mr. Caldwell's ideas are as unique as they are practicable. They are sound, because they are based on actual-fact selling and not daydream philosophy.

Mr. Caldwell's experience and ideas will be available to all customers of the Taylor-Critchfield Company, and will be by no means a small part of the service of this agency.

The Taylor-Critchfield Company's practical methods of advertising and merchandisingwhich consist of the getting down to brass tacks -utilizing actual knowledge and proved facts

building its personnel of seasoned timber-are well indicated by the selection of Mr. Caldwell to augment its present efficient staff.

At the annual meeting of the Daily Newspaper Publishers' Association of Connecticut, J. M. Emerson of the Ansonia Sentinel was elected president; B. J. Thomas of the Norwalk Hour, vice-president; Alexander Troup of the New Haven Union, treasurer; W. J. Pape of the Waterbury Republication, secretary.

A legislative committee was appointed with full power to act and take charge of legislative matters affecting the newspapers of the state.

The committee earlier appointed to consider railroad matters, relating to charges of carrying newspapers between two points in the state, was continued in force.

The reports of the officers showed the finances of the association to be in better condition than for many years past.

The recently elected officers of the Boston Press Club are as follows: President, Edward J. Dunn, of the Boston Post; vice-president, Leverett D. G. Bentley; secretary, George A. Sargent; treasurer, Charles O'Hara; financial secretary, Harry French.

James E. Edgerton, former New Jersey newspaper man, has been appointed by President Wilson to be purchasing agent of the Post Office Department.

A committee composed of E. J. Shay, Omar F. Hershey, R. W. Baldwin and E. L. Quarles called upon President Wilson at the White House March 20, for the purpose of extending to him an invitation to attend the convention of the Associated Advertising Clubs of America, to be held in Baltimore next June.

The President received the delegation in his private office. He said that he had and would decline all invitations to go out of Washington during the extra session of Congress, and while this invitation was most tempting, giving him an opportunity to meet so large a body of business men from all over the country, yet, if he accepted one and broke his rule, he would have to accept others.

The Advertising Men's League, of St. Louis, Mo., has admitted one lone woman to its membership, and thereby raised a big discussion at a recent meeting regarding a change of its name. The woman's name is Miss Hattie B. Gooding, which doesn't harmonize at all well with the word "Men" in the name of the league. The standpatters carried the day, however, and the word "Men" remains, as does also Miss Gooding, although it is admitted that the old name of the League is now slightly misleading.

The Ames (Ia.) Ad Club, at its annual meeting elected the following officers: President, B. H. Read; vice-president, Dean C. F. Curtiss; secretary, C. C. Alm; treasurer, C. L. Siverly.

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Southern smilax and spring flowers used profusely in the novel decorative scheme for the April fool dinner of the Syracuse Advertising Men at the Onondago Hotel.

The effect was that of an overhanging garden. The walls and ceiling of the ballroom were covered with smilax and pink, white and red tulips. The balconies were banked with potted plants, running vines and cut flowers. Suspended from the ceiling were scores of cages containing canaries and other singing birds.

The guests of honor included Fire Chief Edward Croker, of New York, and Edward J. Shay, of the Baltimore Advertising Men's Club.

The Omaha Ad club literally cleaned out its treasury and gave its last cent to the relief of the tornado victims. After ratifying the $200 donation made by members of the executive committee to the relief fund the day following the storm, and making an additional gift of $300 later President Robert Manley announced, "We will sweep out the vaults and see if we can find any more to give away."

Suggesting to the school children that they give their prize money in the "Know Omaha" essay contest, the children responded that they had unanimously voted to divert the prize money. The Ad club will give to the winner medals, which signify that they have worked hard on essays and turned their rewards over to the suffering. The money for these medals will take the last cent from the club's treasury.

The Leavenworth (Kans.) Ad Club reports that it is waking with the spring and is filled with life, energy and hope. Several schemes are in contemplation for the benefit of the city. At the meeting held March 28 several committees were appointed to accomplish various tasks which the club has undertaken. The club claims that the city is to have such a cleaning up as it never had before.

The Fort Worth Ad Club has elected the following officers for the coming year: President, Ed R. Henry; vice-presidents, Tully Bostick and Robert Viehl; recording secretary, Jack Toy; corresponding secretary, H. C. Burke, Jr.; treasurer, Ben O. Smith.

All the officers of the Southwestern Division of the Associated Advertising Clubs of America were re-elected at the annual meeting in St. Louis. They are: President, F. E. Johnston, Dallas, Texas; vice-president, W. H. Bowman, Leavenworth; secretary, Edward R. Henry, Fort Worth, Tex.; treasurer, S. M. Goldberry, Kansas City, Mo.

At the meeting it was decided to recommend to the national executive committee for consideration at the coming Baltimore convention that the Southwestern Division be dissolved and divided into state organizations.

Co-operation and not competition is the life of trade.-William C. Fitch.