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As there is much to enjoy in the world, so
The man who never does things is always held is there much to endure; and wise are they
in his place by the little courtesies his employers
extend him. who enjoy gratefully and endure patiently.
Never make yourself too little for the sphere Never take the humble or the proud at their of duty; but stretch and expand yourself to the own valuation—the estimate of the former is
compass of its objects. too little, and the latter, too much.
A man who appreciates the charities of an emIf you would reveal
your master powers, let ployer to those of an absconded employee isn't the torch of enthusiasm light the way and pro- very sure of his own footing. vide strength and high purpose in its wake.
To do business without advertising is like The first step to improvement is to awaken the winking in the dark; you know what you are dodesire of improvement; whatever interests the ing but no one else knows. heart and excites the imagination will do this.
When a creditor feels sorry that his debtor has Some men depend upon their appearance to failed it is generally the rule that he holds a pay them their salary. The little insignificant em- mortgage fully covering the account. ployer generally pays these salaries.
The triumphs of truth are the most glorious, The greatest share of happiness is enjoyed by because they are bloodless, deriving their highest those who possess affluence without superfluity luster from the number of the saved, instead of and can command the comforts of life without the slain. plunging into its luxuries.
A sensible man knows when to stop the chase A new truth is, to some, as impossible of dis- for the dollar. There's some reason for running covery, as the new world was to the father's con- to catch a train, but no sense in holding on the temporaries of Columbus; they do not believe in rail and running the full distance of your joursuch a thing; and more than this, they will not ney. Men who have been chasing the alınighty believe in it, yet they will sit in judgment on dollar and who have caught up to it should be those who do believe in such a contraband article, satisfied when they get there, and not still keep
Henry H. Rogers.
The little suburb of Fairhaven, Mass., is the fields of enterprise until such organizations should proud birthplace of one of America's great men dominate the industrial world. whose name has been dragged into the limelight The members of this little company were all of publicity by sensationalists and men who care poor, plain hard working men, shrewd and ready not for wealth but who are self-appointed public to make the very most out of what was theirs to benefactors.
work with, and while the envied owners of gushYoung Rogers' days were the same as those ing wells capered about in their glee, these modof other boys. No mark of unusual brightness est young men quietly organized the industry of seemed to attract the attention of that quiet little transporting, refining and marketing oil on a city where the pulse of life beat slow and regular basis from which every vestige of chance was
It was back in the early forties that this bud of eliminated. It was Mr. Rogers' reckonings and humanity came into the world unpretentious, yet reasonings that stood at the back of this organizathe process of time has caused the world to stop tion; in fact Henry Rogers is credited with the and take notice of this usual yet unusual being. actual conception of the original scheme of combi
Young Henry could be seen daily when a boy nation. . helping the neighbor grocer after school hours These men invested, not only what little money to dispense sugar, coffee and cheese, working like they had, but all their brains and energy as well, a little beaver for the few pennies he received for qualities which were worth a great deal more. his labor. It was at these very labors he began to Mr. Rogers first proposed that all the well develop his business ability. His undeveloped owners should pool their product and allow a business acumen would peep forth in these nar- single agency to handle it. Later he suggested row confines and his employer would shake his that a combination be formed to swing the busihead and say, "that boy will make his mark in ness on its own account, buying out the small the world"-like many "by way" statements that producers and gathering in all the profits of the
“ spring from the impulse of the moment, this one trade. came true, and came true in its largest sense. At this time there was a great competition in Little was it dreamed in those early days that his the oil business. There were one hundred and measure of success was to be full even to over- twelve petroleum companies in New York City flowing
alone, with a combined capital of $134,045,000. "Hank” as the boys used to call him didn't At Philadelphia the capital ranged still higher; seem to care much for the hum and hustle of $163,715,000 lay in oil companies. In ten cities large cities. He was quite a young man before the aggregate known capitalization of business he left his birthplace to go among strangers. And was $326,200,000. one day when all his companions had enlisted in It was at such times as these that Henry Rogthe Civil War “Hank” felt that there was little ers' real characteristics and ambitions popped out. left in Fairhaven to incite enthusiasm and he He was determined to make success his one great joined the caravan of fortune hunters in the oil effort, and he stood strong and staunch to this field.
one end. His opinions were sought, and his adIt was in 1861 he went to Oil Creek where vice was followed. He had the great power of from then on a great share of his time was spent looking far and deep into things, and difficulties in a flourishing tide of oil waves, where the for- vanished in the wind when he began to work. tunes of his friends and neighbors were obtained In later years Mr. Rogers tried similar methods by striking gushing oil wells on their lands. in producing a copper organization but did not
These fortunes usually went as quickly as they meet with a similar success and finally placed his came; for these oil geysers as they might be entire energies to his one successful enterprise. called, had a great propensity to cease as sud- Mr. Rogers is a very stern and strong minded denly as they erupted.
man, decidedly persistent in all of his arguments. While fortune was thus scattering her capri. He is keen, cool, and at times grimly hard to deal cious favors with one hand and taking them back with in business affairs though he is a man of with the other, Henry Rogers with several other many friends. young men formed a league and worked quietly He has great public spirit and a generous recoland obscurely to make oil the source of a fortune lection of old associations. He has spent millions that should owe nothing to luck, but would in- in the improvement of his home town-built a crease from year to year and gradually add new five hundred thousand dollar church in memory of his wife; gave the beautiful Millicent Library in Since 1899, poplar, which for years was used the name of his children as a monument of their in connection with spruce to the exclusion of all late sister, and endowed it with one hundred other paper woods, has increased in total quantity thousand dollars.
less than 100,000 cords, and is now outranked by He then gave to the suburb the model town hemlock. Pine, balsam, and cottonwood are usedi water works which had cost more than one hun- in much smaller amounts. dred thousand dollars and produced a net income
New York alone consumes each year over a of $6,000 a year. He also built a costly school
million and a quarter cords of wood in the manuhouse.
facture of pulp, or more than twice as much as Mr. Rogers is president and director of over
Maine, which ranks next. Wisconsin, New twenty corporations and causes a stir in Wall
Hampshire, Pennsylvania, and Michigan follow street when he enters the stock market.
in the order given. Sixty per cent of the wood He is seventy-five years old, with whitened hair
used in New York was imported from elsewhere, and a military mustache that adds reverence and even so the supply appears to be waning, rather than age to his expressive face, which
since the total consumption for the state shows radiates with a hope and animation that beams
a small decrease since 1905, whereas the other forth from his alert keen eyes—eyes that seem states named have all increased their consumpnever to get weary.
tion. Other states important in the production of A picture of Mr. Rogers appears on the cover
pulp are: Massachusetts, Minnesota, Ohio, Orepage.
gon, Vermont, Virginia, and West Virginia.
The average cost of pulp delivered at the mill Wood for Paper Costs Twenty-Six
was $7.21. The total value of the wood conMillions.
sumed in 1906 was $26,400,000. The chief item
determining the price of paper is the cost of pulp. The Publisher Pays Much More for His Stock An example of the increased price of paper is Than He Did Last Year.
found in the case of a publisher of a daily in Today there is general complaint among pub- the Middle West, who recently paid $1,200 for lishers that printing paper is constantly growing a carload of paper. The same quantity and grade dearer. In the Middle West many local papers of paper cost a year ago but $800. are raising their subscription price 50 per cent The chemical processes of paper making, in order to pay for the paper. From the time
which better preserve the wood fiber, are gainwhen Gutenberg first used movable type, made of ing over the mechanical process. In 1899, 65 per wood, to the present day of metropolitan papers,
cent of the wood was reduced by the mechanical some of which consume the product of acres of
process; in 1906, less than 50 per cent. spruce in a single edition, printing has in very large degree depended upon the forest.
All importations of wood for pulp are from In the face of a threatened shortage of timber,
Canada, and comprised, in 1906, 739,000 cords,
Four and a the amount of wood consumed each year for pulp nearly all of which was spruce. has increased since 1899 from 2 million to 372
half million dollars' worth of pulp was imported million cords. The year 1906 marked an increase
in 1906, a slight falling off from 1905. of 93,000 cords in the imports of pulpwood, the highest average value per cord for all kinds, and Imperial power and economic monopoly may a consumption greater by 469,053 cords than that prosper for a time, but only democracy is strong of any previous year.
to the end. For democracy is an expression of Spruce, the wood from which in 1899 three- righteousness, and righteousness alone can ultifourths of the pulp was manufactured, is still the mately prevail. When righteousness does prevail, leading wood, but it now produces a little less then will there be universal peace; not the ghastly than 70 per cent of the total. How well spruce is peace of the tomb, but the loving peace of brothsuited to the manufacture of pulp is shown by erly justice. And with that peace will come prosthe fact that during a period in which the total perity; not the prosperity of a Dives with its quantity of wood used has doubled and many
crumbs for a Lazarus, but abundant prosperity new woods have been introduced, the proportion
for Lazarus and Dives both—on the just condiof spruce pulpwood has remained nearly con- tion that the one quit begging and the other plunstant in spite of the drains upon the spruce for- dering, and that both go to work.-Louis F. Post. ests for other purposes. During this time three different woods, from widely separated regions, You can always tell how strong a man is on have in turn held the rank of leader in the heavy matters by the way he disposes of trivial
Is Your Tradea Drawback to Greater Achievements?
If it is, here is your opportunity! The man sphere; he is not natural and therefore cannot who is already employed in a trade that holds cope with his natural brother. He will reach no future for him is making the greatest blunder the day when a stronger hand and a better dein the world if he does not throw out his line of veloped brain will command him to stand back energy into the field of opportunity that now and give space to the betterment of his comstands awaiting him—even beckoning him—the munity. greatest field in the present market—the field that The Correspondence School is a Bank of appreciates a man with brains.
Knowledge for the thrifty; it takes care of the The quality of the opportunity lies in the fact surplus time and at the end of the month turns that he need run no risks, for the Correspondence over the proceeds in knowledge. Don't waste a School enables him to continue with his present surplus which, if judiciously placed, would bring position until he is thoroughly qualified to enter you triple and twice triple interest; and remema better position; and the man who remains a ber that your spare moments are the surplus. slave to his position with such opportunities as The correspondence method of instruction is these before him, is doing the greatest injustice the most practically beneficial to the individual to himself than man can self-inflict.
because it is based entirely upon scientific knowl. Correspondence instruction is the greatest tri- edge. This method develops the judgment of umph of success in the present period, and ad- the student and at the same time trains him to vertising is the most remunerative profession that appreciate the value of his own individuality, was ever taught by correspondence. Not only thus producing originality—a valuable factor are the chances of leadership in the line of work
that often is so totally ignored in other methyou now follow, within your power, but there ods of training. His work goes before the inis ever one occasion after another, each affording structor as individual work, and not as the work greater opportunities for the advertiser than the of a class; and his instruction is equally as indione before. The field in its extensiveness is ever vidual. The lectures are black placed upon white growing. The limits for results are boundless. and are given in a form that can easily be preEach year finds success and the possibilities to served as references upon any points of discusattain it more delightfully astonishing than the sion that may later arise; they are not given in
a lecture wherein you must depend principally Advertising is fascinating; it is broadening upon your memory for results. and cultivates a quality that is not known in Dr. Harper, the late President of the Univerother vocations. It opens ways and means where- sity of Chicago, in speaking of correspondence by opportunities of the greatest natures are con- instruction, says:
“The work done by correstantly placed in your reach.
spondence is even better than that done in the The vast power in the form of knowledge that
class-room. The correspondence student does all is daily gaining in value in the Correspondence the work himself; he does it in writing, and does Schools, is heralded in every speaking coun- twenty times as much reciting as he would in a try of the globe. There is no cause for pov- class of twenty people. He works out the diffierty in this great day of commercial enterprise, culties by himself, and the results stay by him." for the man with a common school education is Being the only practical method that can be just as competent to prepare for advertising as entered into without interfering with the daily is his better educated brother; it's the one field vocation, it is the one method universally adopted that opens the doorway of success to every man by all who are seeking advancement. Therefore with ambition.
there is no man who can rightfully say in this Knowledge through this medium has broken era of scientific training that he has not an the seal that bound wealth with education and opportunity. He has the opportunity well poverty with ignorance. Time has divided these enough, but having it and using it are two disclasses differently now. From the precious col- tinct and definite problems. The man himself lection of humanity in the little school room, to must choose his own roadway. the highest positions in life held on the earth's If you are an advertising man pass along some surface there is the great line of ambition that good words for your profession. Show the other separates those who do from those who dream. man that there is money in advertising. Where do you belong?
Don't make the mistake that some of the silent The man who fails to prepare for advance- advertising men are making. The field is far too ment in this great day of competition lacks that extensive for you to feel that the other fellow quality of "go" that lifts man into his present might crowd you out.
Facts About Color Printing. Three-color printing can be produced from erly prepared, the etching is done by immersing wash drawings, ordinary photographs, colored it in a solution of nitric acid, which dissolves or. photographs, and colored drawings or paintings. "bites out" whatever part of the surface is not Simple objects, such as vases, are frequently re- protected by the remaining particles of the chemproduced direct.
ical lacquer that was used for sensitizing. The best results are obtained by what is known The first printing is from the yellow halftone. as the three-color process. The “process” colors
The red halftone is next printed over the yellow, are yellow, red, and blue. Properly blended, and the job is completed by printing the blue these colors will produce every other color and
halftone over the other two colors.
Plates for three-color printing can be made A colored picture or subject is placed before
from black drawings by reproducing three black a camera which differs little in principle from
halftones and re-etching them by hand until each the ordinary camera. Three negatives are ex
halftone will print the different colors so that posed. For the first exposure a purple lens is
they will blend properly. The results are never placed before the regular lens. This purple lens
so artistic as from process plates and the cost absorbs the yellow rays, so to speak, and makes
is much more, due to expensive hand work. their impression on the negative. A green lens
Plates for two-color printing can be produced is used for the second exposure; the green ab
from black or colored subjects. Two colored sorbs the red rays. The third negative is made
lenses are used on the same principles as for with an orange lens, which absorbs the blue rays.
process printing. The best results are obtained
from drawings confined to two colors. Every Before each exposure is made a sensitized neg
shade of these two colors may be worked into ative mounted on glass is, placed in the usual
the drawing, however. For illustration: the position. Another glass plate which is ruled
warm tone plate, or color, may range from orange from side to side and up and down so as to give
to red, and the cold tone plate, or color, may a screen-like effect is placed immediately in front
range from dark blue to light green. of the negative. When exposures are made the
Advertisers who use back covers in the general interposing of the screen plate between the lens magazines should always secure progressive and the negative naturally produces a print with
proofs of the front cover to guide their engravthe screen-like lines. This accounts for the fine
This will avoid frequent and costly errors dotted effect that appears in halftones.
caused by variations in the shades of colors used Printing plates are then made by printing the by the different engravers. When mistakes of negatives thus produced on the surface of copper this nature occur it is impossible to print both plates which have been sensitized with chemicals covers in the proper shades; one or the other that decompose wherever the light strikes thein must be sacrificed.-Advertisers' Almanack while being printed. After the copper is prop- Doubleday, Page & Co. Phrases For Advertising Managers.
Clever Sayings. Interested purchasers should not delay.
“It is hard to fail, but it is worse never to Juvenile needs priced for slim purses.
have tried to succeed. In this life we get Kaleidoscopic array of attractive varieties. nothing save hy effort.”—Theodore RooseLingering doubts to buy are banished.
velt. Magnetic millinery models now on exhibition. “Work is the foundation of wealth, but Novel conceits from the wide world of fashion.
wealth will come only to the man you work
for. Moral: Work for yourself."-Anon. Obligation to buy never comes with a visit.
“If you wish to be held in esteem, you Prices that sweep aside all opposition.
must associate only with those who are estiQuarters here do the work of half dollars. mable."-Bruyere. Remorseless price-cutting.
"He who thinks intelligently and acts Sensational selling.
promptly forces success to perch on his banTasty confections at purse pleasing prices. ners.”—McKenzie. Umbrellas in a bargain shower.
"A man behind the times is apt to speak Verify these statements.
ill of them, on the principle that nothing Wellspring of rich values.
looks well from behind."-Holmes. 'Xcell this if you can.
“What we have always seen done in one Ye bargain seekers look here!
way, we are apt to imagine there is but one