twice as oxpensive, so dot mine profits vould be sax dimes instead of dree dimes.

"Yah, sure!

"Make a contract by me out, right avay quick! Make de adfertising double vot it vas before, und don't come around und let me told you any foolish questions.

"Yessir. Adfertising has made a new man by me. Mine wife say dot she don't hardly know me yet, I vas so different already.

"I used to go home und grumble by my beeziness troubles so much dot she vas afraid to ask me for money to buy clothes for de children und herseluf mit, und now, ven I gif her de money mitout she ask for it, she vonder if I don't - vas crazy.

"Yessir, dot vas a good joke, ain't it? Schmoke up!

"You like dot cigar? Two for ten cent. I celebrate mine conversation to adfertising.

"Yessir. Dot vas mine typewriter, vot you hire for me, dot bring in de letters for me to sign my name by.

"I dictate dem to her in mine broken English und she mend dot English so dot you don't could find de cracks yet.

"Yust read dot letter und see vot a fine English correspondent I vas. "Hey?

"Isn't dot de city limits?

"Ven she isn't busy dictating letters by me, she write dose 'go-quick-after dem' letters, you write for me.

"Dey vas yust like mine hunting dog Schneider, I take mit me when I go duck shooting. Ven I wound a duck, Schneider he go-quick-after-him, yust like dem letters. Dey brings de business sure!

"Yessir, de orders come fine.

"Many dimes I vake mineseluf up in de night und say, 'Uncle Sam's Postmaster General is on de vay to mine office mit customers in his pockets, und mine wife ask me vot make me laugh in mine sleep? Und I yust say, 'O! noddings. Adfertising maybe.'

"Yessir! I vas happy night und day since I find out how dot adfertising pay. "Keep it going, Meester Adfertising Agent. You write de adfertisements, und put dem in goot bapers, und me und my typewriter vill do de rest.

"Schmoke up! und come again soon, und I vill buy you anoder of dem fine cigars. Two for ten cent.

"Yessir !"

I

T may seem strange to the people of the old world that with all their years of civilization, with all the advantages time has opened up to them, their great men-literally "makers of history," a practically new country in their ancient league should carry off such an immense number of honors, should show itself as the industrial and manufacturing country of the world!

And although many of these "old" countries make assertions to the contrary, and gather statistics as proof of them, they know, just as well as we, that the results of their work in the past few years, and not the statistics, however beautiful they may look, are the only tangible proofs the business interests of the rest of the world will acknowledge. They know that statistics go to "make up" the proof, are used in the argument of the proof, but that is all.

For just look at the invasion we have made in those same countries. The underground system of London is not only plastered over with signs of the General Electric Co., "U. S. A.," but was contracted for and built by a Chi

cagoan.

Look at the street car system of Berlin with its cars from Brill, "U. S. A." Even the small stage from Flüelen to Altdorf in Switzerland bears its tag, "U. S. A.," and many other instances could be cited.

With results such as these, what assertions, from whatever authority they come, could be made up and set before the world, that could "pull the wool" over the eyes of those who know?

And why?

Let me ask why this state of affairs has come about? Is it directly traceable to one thing? In a way it is not, yet you must answer yes-to life.

By "life" I mean the habits, general

methods of living, the characteristics of the people, their brain power and its stimulation.

In Spain, as in Mexico, there is the little siesta in the middle of the daythis is to a much less extent prevalent also in France and Italy.

In Germany, in Russia and in Austria you can see the women of the land toiling away at work that is hard even to men, such as the building of railroads - construction work-ploughing the fields-sometimes they are yoked together to draw the plough. In Berlin, women clean the streets!

Is this prosperity? Does this reflect credit on the industry of the mentheir capabilities?

And yet, laying all of these things aside-allowing that these countries have their men of power in this particular line, there is one thing they need-one thing they must have to spread their power-and that is competition! Good, clean, strong competition!

For competition means life-means that every single person who is actively engaged in the business affairs of the country must-to show a creditable increase in his line-use every bit of shrewdness, every bit of brain power that he has-good, hard, solid, steady work must be done constantly and consistently. Then taken up and rolled all into one big mass, these men, with their hard work, make the industrial value of the country itself.

There is one phase in this life that has been overlooked, and that is the stimulation, the methods which keep this huge ball a rolling. They are many and varied, but the one that stands foremost, the one that incites and keeps the individual plugging away hour by hour, and day by day to hold up his end of the thread of life is

The Advertising

But people in Italy advertise, so do all the others, yet in such a pitiful way, just as a baby attracts attention by its squalls. They use the "system" long ago thrown out as impractical; the "go to Jones for meat and eggs" style, and that isn't advertising in its true sense. It's merely a display of type-it leaves no good impression.

I remember one instance especially, in going from Liverpool to London. At every station there was one large and prominently displayed sign that stood. out above all others and in many cases it was about all that could be seen as the train went whizzing by-and that was a splotch of ink! A big, disagreeable looking blot on a pretty, white background.

I have forgotten the name of the inan who made that ink; I doubt if I ever knew it. I use ink, lots of it, but with a reminder like that before me I wished I had never seen any of the stuff, for it brought back some of the times my pen had taken on just a little too much, and a spoiled sheet was the result—and yet that was one of the most expensive pieces of advertising along the whole

route.

Was it good? Did it do its work? Did I want to use that particular man's ink after the little unpleasantness he had brought back to me? No!

And then, again, every bus I saw in the great crowded streets of London carried the sign "Nestle's Food"-I had heard of Nestle's Food, I'll admit. It's a baby tonic. It might as well have been a rat biscuit, for there was nothing there to tell about it.

Do babies like Nestle's Food? Is it good for them? Why? What does it cost? Where can it be bought? "What! You don't know? Hum, well, I'll let it go this time; haven't time to look it up." Is that advertising?

Berlin, Paris, Rome, and in fact every city of any size at all through

out the Continent of Europe, has it's same kind and class of "display work," millions of dollars are spent every year. Billboards are even erected along the railroad tracks; I saw them all over, up in the mountains, along the St. Gothard, down in the valleys, every where, but hardly a one was "advertising," hardly one did even a small part of its share in developing that part of the life which goes to make up the industry of the country!

Another instance, totally different from the others. Many of our cheapest toys are "made in Germany"-the delicacy of the workmanship is apparent to such an extent that we wonder how the price can be so low, yet in those districts where the toys are made labor is so cheap that it is almost given away. The industry is undeveloped, the countries are so "over populated" and all through the lack of that same stimulation.

Again, we all know what a lot of red tape is attached to the trading between different countries-we know that some large firm must import those same toys. Why don't they tell us who they are? Couldn't that little sign "Made in Germany" be just as cheaply made and put on if it read "Made by 'Nagelstadt,' Berlin"? We would know that Berlin was in Germany-we ought to! And wouldn't we know by and by that "Nagelstadt" is the largest toy maker in Germany, and when the time came that others over there wished to advertise their goods with us would we take them as readily as we would "Nagelstadt's"? No, for we'd know that this man, so long in the field is reliable, and his goods we'd call for.

It is the little things, the fine points that gradually build up thee welfare, the industry of the country and until these same "old" countries can come to realize this, the "little republic" across the water will continue to reign

supreme.