launches and these were shown in the exhibit of The Fair, a large department store of Chicago.

The novelty in this exhibit was a racing launch. Its long, straight sides and cut away keel made it look more like a skimming dish than anything else. Another novelty was a boat of the Bermuda cruising type.

The Truscott Boat Co. had a large number of their boats and engines, and this exhibit attracted much attention.

The Racine Boat Manufacturing Co. showed a 40-foot Hunting cabin cruiser, which was one of this company's popular feature of deep sea boats. This craft can be made perfectly water-tight in case of heavy sea, and with a self-baling cock-pit and an engine placed under cover of the bridge out of the weather

and also out of the cabin, it is bound to be a favorite with those who wish a cruising boat.

in addition to these, a number of gasoline engine manufacturers showed their engines.

With the Outing Boat Co. was the Ferro Automarine. This engine stands at the head and in the exhibit was a sectional view of the engine-a feature that attracted no little comment and attention.

The attendance increased from the first day until the last. On the closing evening the Armory was crowded to its capacity, and with difficulties that were encountered this year out of the way the prospect for future successful exhibits of the Motor Boat Manufacturers' Association is most promising.

sons.

UITE naturally Englishmen are loath to acknowledge the superiority of American advertising. We're all alike when it comes to gracefully accepting invidious compariLittle wonder then that the editor of Progressive Advertising, London—an excellent publication, by the way—should mildly protest when one of his brethren, so thoroughly English as to be named Mr. W. Teignmouth Shore, says, in effect, that English advertising is far inferior to American advertising.

Following is an editorial from Progressive Advertising, commenting on the article by Mr. Shore:

"Mr. W. Teignmouth Shore's paper in the Fortnightly Review on 'The Craft of the Advertiser,' though convincing in part, is not so all through. I thoroughly endorse his statement that newspaper advertising must be the fundamental principle of the publicity of any business. It is through that medium that the whole public can be reached, and it is the only medium capable of doing so. All alike read the newspapers; some one, some another, The working man has his newspaper as well as the noble lord. Newspaper advertising touches everything; and as such it is the one essential medium of all publicity.

"But one cannot go so far as to endorse the following statement: 'Of late years much has been spoken and written concerning American methods of advertising.

The

The

Englishman is too ready to look upon advertising as a mere adjunct to his business; to treat it with scant attention; the American realizes that it is an essential. Englishman believes that he can obtain the service of a first-class advertising man for the salary of a chief clerk; the American will pay a price which would be startling if offered to the manager of a business in this country. The Englishman is slipshod; the American spends time, thought, and money over every detail. The Englishman aims at what he thinks will prove good enough; the American is not content with anything that he believes can be bettered.'

"The assertion made above is a sweeping one. In a small measure the Englishman may be slipshod; but in the main he does not think that any thing will prove good enough. He aims, as does his American brother, at what he

Men

"The difference is not so much in the idea that advertising does or does not pay. are as quick this side of the water as the other to grasp a business proposition. They can see just as far through a brick wall as their American cousins. The difference lies in method and style. Can some American methods be acceptable under any conditions in this country?

"And, before going further, let me just say what I mean by the word 'method.' Taking a negative statement first, I do not mean by method the medium and routine with which the publicity is put forth. The medium would be a matter of experience, than whom no one is better able to judge than the advertising expert, and this experience would be one the experts on both sides of the water would hold in common. The routine would be a matter of personality combined with the knowledge of the aforesaid media. The 'method' I mean is the manner in which the copy is presented to the public. The style would be the shape that copy takes.

"It is the universal opinion that advertising in America is possessed of a more go-ahead quality than is advertising in this country. That opinion may be right or wrong. In some directions I am inclined to believe it is right. But some of the methods of presenting the advertisement to the public in America would be strongly resented in this country, while the style--in some instances only, bear in mindwould be objected to more strongly still.

"Harper's Magazine, for instance, called the Gate of Publicity for the States, can certainly boast of an unique collection of advertisements. But they are composed of the same three classes as the advertisement pages of our magazines in England: good, bad, and indifferent. They are certainly not better arranged or printed than the advertisement pages of the Strand Magazine or Pearson's. Neither is the copy more direct or lucid.

any

busi

licity of the daily press and the monthly magazines must be an integral part of ness, if that business is to prosper. "England, on the other hand, constricted in area, more densely populated, with its shopping facilities within easy reach of a large clientele, is not SO situated. And, consequently, there is not that demand for the assertive, 'we-know-what-you-want' style that has grown up on the larger continent, and which is really not appreciated in this country."

It is evident that the editor of Progressive Advertising is not posted as to the class of mediums that American advertisers use when they wish to secure trade from "Agricultural districts," located at "such immense distances from shopping centers." "The daily press and the monthly magazines" would be of little value for this purpose, compared with the great Agricultural Journals whose aggregate circulation is counted by millions.

British and American Style

In the foregoing editorial, mention is made regarding "method" and "style" in advertising.

We will take the editor of Progressive Advertising at his word when he says, "The 'method' I mean is the manner in which the copy is presented to the public. The style would be the shape that copy takes."

Now, as it happens, on the page facing the one on which this comment appears, in the February issue of Progressive Advertising, is a full page advertisement of S. Trenner & Son, which we have photographed and reproduce on page 406. The original is 534x8 inches, so that only a slight reduction was necessary.

Let us analyze the "Art" (?) features of this specimen of English "Art in Advertising."

The first line is set in 18 point, Gothic condensed. The second line in 14 point Devinne condensed O. S. The body in ditto, 10 point. The name of the firm in a type similar to our Columbus No. 2, caps, and s. c., 18 and 15 point. "Telephone" in ff Italics 8 point, and square Gothic 8 point. "Manufacturers of," etc., in Tudor 12 point, and street address in square Gothic 12 point.

Six distinct varieties of type in one advertisement! Why not seven? The compositor must have overlooked the possibility of using a script or some other inappropriate style of type in the body of the advertisement, to further illustrate polytype possibilities.

We will admit that it would be unfair to select one advertisement as an illustration of English "style," were it not for the fact that the one reproduced here is a fair sample of nearly all of the advertisements which appear from month to month in Progressive Advertising, the leading English publication, devoted to advertising interests. One would naturally conclude that this excellent magazine, which professes to be an exponent of the highest ideals in advertising, would, in its own pages, make some attempt at correct typography in the setting of its advertisements. If any attempt is made in this direction, and if the advertisements in Progressive Advertising are, in any sense, a reflection of English "style," then Mr. W. Teignmouth Shore does not state the case too strongly when he says that his brother Englishmen are "slipshod" in their advertising methods.

The merest apprentice, in an up-todate American print shop, would rebel were he asked to set an advertisementsuch as the one here reproduced-in six distinct styles of type, which produce an effect as inharmonious and offensive to