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X-RAY HALF-TONE OF COLUMBIA CAR MARK XLVIII. 24-28 H. P.

Made by Rogers & Co. for Catalogue of Electrical Vehicle Co., Hartford. Only half-tone of its kind ever made..

Speed

By George F. Burba

HE Spirit of the Times shall teach us Speed."

THE

Life is motion,-speed. The more life, the more motion. Speed has been worshiped in all ages, by all people. Mercury, favorite messenger of the gods, had wings upon his feet,-symbolical of flight. Flight at that time was the highest conception of speed. Camilla was the most popular servant of Diana, because she was swiftfooted; ran like the winds; tarried not; got there.

The ox-cart was the quickest way of getting a burden to a given point. Horses were caught and broken to harness because they were swifter than the ox. The automobile was invented because the Spirit of the Times, in very truth, had taught us speed.

Not all the imperfections of the mind of man, nor thoughtlessness, nor fear, nor the abuse that is its portion, can curb the progress of a race by lessening the demand for power cars. The Spirit of the Times has taught us speed. This mighty messenger of men, swift steed of steel and springs, faster than Mercury, quicker than Camilla, as elegantly proportioned as the thoroughbred, as graceful as the swan, more powerful than the teams of old Pharaoh, has come to stay, because of the love of man for speed.

* * *

As for the sport that comes from automobiling-pity the gods who had to be content with riding upon the wings of a storm. It must be indulged in in the country to be fully appreciated. All good things will sooner or later come the farmer's way. Night is the best time to contract the disease for automobiling is a disease; caused by a germ; the symptoms as well marked as the symptoms of that most acute of all diseasesLove.

Night is the time for automobiling, the best time, the exhilarating time. And a moonlight night—just as a moonlight night used to be the best time for buggy-riding. Not that the moon is needed, for it is not. The automobile has its own moons, full-rounded ones, glaring monsters that reach out and bring close to you the country roads ever drawing to a point, but never reaching it.

The fields and fences are a part of the game. The uncertainty that lies just over the end of the reflection; the breeze weaving through the hair, for all the world like the waves that weave through the curls of the mermaids. The motion-all motion is a poem-the vibration, the resiliency, the thought that beneath the hand lies the unseen power of half a

hundred horses, the dust, the speed-everything and everybody seems good when one is in a car in moonlight, tearing off strips of space and hurling them back into the teeth of the night.

It was a philosopher who prayed for the luxuries of life, stating that, given the luxuries, he could get along without the necessities. If it is claimed that the automobile is a luxury, so be it. Given that, we can get along until the luxury becomes necessary, for has it not been stated that the luxuries of today are the necessities of tomorrow?

But speed-a necessity at all times, ever a luxury-for that we pray. We would be active and agile; we would run the race hard from start to finish; we would outstrip disease and scud before all sorrows. Spurred by ambition, winged by the desire to accomplish something worth while, stripped of the weight of fear, we would show such pernicity of decision and such continuity of purpose that he who tarried for a moment. would be blinded by our smoke. For what would it profit a man to gain the whole world if he could not ride in an automobile?

Cackle

A duck, who had faithfully stuck to business during the summer and laid several dozen fawn-colored eggs, complained that she was not appreciated. "See that hen over there?" said the duck; "she has not laid as many eggs as I have, nor so big, but she has books written in her honor, while nobody says a word about me." "The trouble with you is," said a wise buff, "you lay an egg and waddle off without saying a word, while that sister of mine never lays without letting everybody in the neighborhood know of it."

Moral-If you want to be appreciated, cackle about it-advertise.-Bill's News. Moral No. 2-The hen had a good article to cackle about. So has the man who handles the Studebaker line, which, like the hen's manufactured product, is

well and favorably known the world over.-Editor "Studebaker."

Sure thing! and then, too, if he handles the Studebaker wagons they will help him cackle. They have good "tongues"; their cackle will "reach" a long distance. They will cackle "evener" without getting "tired" than any living "felloe." He won't have to "hound" people to buy Studebaker wagons. O! somebody head us off! We're getting the "skein" all tangled up! Didn't know that a duck could raise such a "hub" bub. What! Who "spoke"? This is “standard.” Don't attempt to "spring" anything further! We'll take our "seat." This has started the "wheels" in our think "box." Feel as if we needed a "bolster." Whoa! Back up!

A

False Economy and Other Mistakes in Advertising

By M. M. Johnson

T the outset of my experience as an advertiser my limited capital made it necessary to be economical, but I soon learned that while it was necessary to be economical, as a rule, the too close application of it was a hindrance to progression. In printed matter, for instance, I soon discovered that after all, its mission was to make impressions, and that good printing, good paper, and good illustrations left a much better impression, than the economical cheap stuff. After I ran square against proposition and discovered the real facts, a simple application brought home to myself, explained the whole thing.

the

Today you, or I, or any observing man, would give a wellgroomed salesman a little time, much

time I had made some changes in my incubators, and had figured out improvements for a new catalogue.

It

The question that confronted me was whether to patch up and use the surplus catalogues or dump them. Well sir, after I had boiled up and boiled down the proposition, I dumped them. took nerve to dump 16,000 catalogues of 164 pages each, but they were dumped just the same, and to this day the occurrence is pointed to, by the over-economicals, as a desperate plunge of Johnson's.

I built an entirely new catalogue for the following season, paid a lithograph company $500 for the cover, and made the inside of the book as nice as good paper and printing could make it. I went still further, and stocked up with the finest lithographed stationery. With the 50,000 good catalogues and the other good printing matter, I paid $28,000 of debts and declared a dividend of $36,000. For every three catalogues sent out, I made two sales. Instead of extravagance, it worked out as an economy.

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M. M. JOHNSON

quicker than we would a tagle tramp looking salesman, no matter if the latter were selling diamonds, and the first axle grease. Verily so, the traveling salesman, and the advertiser's printed matter are the same, when it comes to dollars and cents to the advertiser or wholesaler.

Mr. Editor, let me ramble around a bit. Let me relate some experiences. The pith will be advertising, although a scattered collection. One time I got a large number of quite large catalogues printed; the demand for catalogues the following season was not equal to the supply, and I had some 16,000 books left over. In the mean

Among my first impressions as an advertiser, I remember my desire to want my ad in papers that did not carry much incubator advertising. Publishers that did not carry many incubator advertisements patted my hobby on the back, but in due time I got well of it. To-day I want plenty of company in any

paper.

While speaking of papers, do you remember the farm paper that had a hen editor that was ferninst incubators? Of course you remember it. The paper, if you remember, carried all the incubator ads. The wise hen editor came out with a hen editorial that incubators were no good. It took less than a week for the incubator advertisers to get together. The next number of that paper did not have 30 cents' worth of incubator advertising.

I presume that it was your company that put the publisher wise, anyhow in due time I got a personal letter from the publisher reading this way.

"Dear Mr. Johnson:-I do not need to tell you how much I regret the withdrawal of the incubator advertising. I fully deserve the bitter dose; I merit the treatment, but let me say I did not place any particular importance on a hen editor's position, until the damage was done. Now, Mr. Johnson, I do not care half as much for the money, as I do for the consciousness of having done your people an injustice."

If you remember, Mr. Editor, that very frank letter from the publisher reinstated every incubator man, A hen editor with brains was installed and everything went lovely.

Speaking of to-day again, right now I propose to conclude that a publication is friendly to my line of business, before they get much of my advertising from me. Still more-I want some evidence

that the hen editor and advertising manager are absolutely fair between us different advertisers. A publisher, a hen editor, or advertising manager, that boosts one advertiser, does so at the expense of the other advertisers. All I expect when I place my ad is, I want it to earn every cent for me that it can on its own account; but I demand absolute fairness.

Recently an incubator advertiser sent a testimonial letter to nearly 40 publishers. They each in turn used it as a testimonial, mailing it to incubator

and poultry advertisers generally. I surmise they would not do it over again, but see the boost?

And who eventually pays for it?

Let me say to you right now, Mr. Publisher, that you would appeal to me a great deal stronger, if you gave evidence of absolute fairness instead of partiality towards any particular person for any particular reason. For instance: it did not appeal to me worth a cent, to have a publisher tell me what great things a competitor had secured, while I knew I was short, in the same paper. I felt that part of the great results were at my expense, yes sir! that's so, Mr. Publisher! I am a jealous cuss, but after all, the sum and substance of it is, that I or any fair minded advertiser, would prefer hands off, or hands on, all alike. I dare say that you who thought to win favor didn't do it after all.

As far as I am concerned, it did not influence me a cent's worth, further than to make me conclude that you actually gave away more advertising than you were paid for, I mean advertising value.

For

While I am speaking of advertising and publications, let me say something about special incubator numbers. my part I regard them as a nuisance to regular advertisers, and for the reason that system in placing advertising is eternally demoralizing. The preparing and fixing special ads costing more valuable time than it comes to in actual results. Hereafter the other chaps can blow themselves on specials while I pound away with regular liberal space.

Here's the way it works: All hands blow themselves for once, then a reaction comes and we pinch the space.

To have my own sweet choice about it, I would rather go the other fellows a little better in regular issues, and let them blow and be durned in the special issues.

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