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Advertising Talks DEST METHOD OF ADVERTISING CITY Adress Delivered Before Ban quet of Iowa Ad, Men in Ce dar Rapds, byl R. Bab cook, of Dallas, Tex. A City is not land, houses, workshops aArafiroas.i It Is a IivinL pulsating Its soul the sum of all the hbaractsertics of its citizenship; Its body, the ground. underlaid with Its arteral system of water,'drained and ileansed by its sewers, overlaid by highways, car lines and bridges; Its lIothing; the showing it makes to Its annds, the -other cities when they to call. The clean street Is the well kept garb and the shaded Sarks, its smile otweloome; the play ground a glimpse of its humanity. The same impulse which dresses a man In clean, well-Atting clothes. -or *n advertisement In clear type on Ene paper, should prompt the soul of the city to present Its best appear an" to the world. Realizing that the word of mouth advertising Is beyond Vrice, and that clothes ofttimes make the man . Civic attractiveness means not beautiication alone, but the city healthful, with clean streets; the city ecnvenient, with good car service as weU 'as artistic trolley poles; with good government, as well as a magni Scent city hall. Limit it however to externals, and 2t can be shown that civic attractive -nas pays not only in makin health 1r, happier and better citizens, but commercially and industrially, civic Attractiveness is one of the best mu nicipal .assets and certahtdy the best municipal advertisement. Dirt, dust and disorder have driven many an otherwise good merchant on the rocks of failure. We buy our goods from the retailer who has the nleanest, most attractive stock, the best delivery system, but not neces arily the lowest prices; today we are willing to pay for efficiency; the time value, the place value, the art Yalue are factors that Influence busi Cities compete for trade; the cus er arrives in your town at a dirty, disgraceful railroad on; Inhales a draught of sew er gas and factory smoke, seizes his grip and starts the short walk to his hotel; stranger in a strange land, he tries to get his bearings; his hotel Is at the corner of Pacific and Pearl but no street signs appear; a cloud ot dust from a dirty street blinds his eand he just escapes being run over by a taxi-cab driven on the wrng side of the street. The police man says, "Up one block; then to your right." That block happens to be 800 feet long without a break and the wondering customer reaches his hotel with a curse of contempt for * sich an ily planned town. He meets you Mr. Man, who have advertised the "City of Power" Hydro Elctric for le a kilowatt. He is in tenrested In the cheapness. "How about the cost of labor," he asks. ''Well," you say, "labor is not plenti ful; somehow the laboring men don't stay here long. They are constantly anoving out; but you can surely get plenty of help to start your factory on" But Mr. Customer says, "Labor ing men are human. They must have suitable homes, schools and church Jan. They can get them almost any where." "But laboring men, nowa Ilays, are seeking the town where they have parks, zoological gardens, playgrounds for their children, social centers, free kindegartens, a chance to secure a modest home with pleas ant surroundings. They stay in such towns. Tfheir wives and children ..-'"e them stay." "Well, you say, "We have thought of those things but hey cost a lot of money, and we take gride In having a tax rate which is the lowest In the state. Our people grumble about It even as It Is, and I don't know what they would do If they had to pay for such "frills." Good bye! Mr. Customer has gone, a $25,000 per week payroll has gone -with him. $1,300,000 a year worth of business which the merchants of your town have lost and lost forever, all because civic attractiveness was not considered, and If considered at all was called a "frill." In advertising our cities we general ly lose sight of a great Influence :which must be secured If we are to auced 'Phe influence of the wife, the mother or the daughter, must be reckoned with ; what man will from inhoice make his home In a squalid, -unkemnt, unattractive city; all its commercial advantages are unconsid ered by the wife. She can only look at the city from a home-making stand icint and only asks: "Is it a city healthful for my children, offering op portunity for culture, education and tecreation." Think of the purchasing influence of the woman, the wise framing of advertising to win her fa vo, the care and espense put into at tractive packing, and artistic design lag of all kinds of wares, to get her good 'will and you must conclude that cities also must be made to appeal to the women of the home. A current magazine has the adver tisement of a motor car, the features of the advertisement are in the fol lowing words: "Physical comfort af forded by resilient springs, luxurious upholstery and rich apointmients. New devicec Increase comfort. con d safety." Note that effi m is taken for granted, peaton Is Implied. to the individual just these very things. The hat does your city pre cal comfort, convenience', artistic surroundings? advertised cities In the are not the ones who commercial advantages not the cities with the the most railroads, the t rates; the cities that ties, beautiful cities, well es, are advertised by their "weelieisorhlv "w ost lsife us thlx y mst ospuout e ~y.A .51QL~P. It J~ - NOMEN MUST STOP DRINKING If Weaker Sisters Wish to Retain Standing in Business World Iflust Quit All Dissipation. Dr. Clarence K. Vliet, who for years has been making~ a study of the neu rotic conditions of women suffering mervous troubles, caused by artificial stimulation, has increased 75 per.cent. "If women wish to keep their stand ing In the business world thry must stop aping men's dissipations." said Dr. VlIet. "They must stop working on the artificial stimulation of alcohol and tobacco. "Women h.ve always been fascinated by the freedom men enjoy, and to a certain extent copied their pleasures and pastimes, but never have they participated in their dissipations as they are doing. ' "The danger in this does not lie so much with the woman at home as with the woman who goes into a busi ness and is continually out in the world. The home woman influences a certain restricted set; the one in the business world influences by her example, hundreds of others. "By the business woman I do not mean ite stenographer and the small salaried person. These cannot afford the dissipations that undermine not only the physique but the mind. I refer to the highly paid secretary, tv the woman who holds an executivt: position, to the women in many pro fessions who gained their positions 6y ability and a good fight. "These women are of independent means. They no longer defer to the wishes of men as to their conduct. and, having taken a drink now and then for stimulation wben tired, have fallen into the habit of drinking with luncheon. "This means the women who do this also drink with their dinners, for it is not an infrequent thing for women to resort to the morning 'bracer' before breakfast. "Smoking is another habit women are getting into that is bad for them. if not from the moral, at least from the physical standpoint. The combina tion of smoking and drinking among women is bound to result seriously. I believe absolutely that if such habits continued women will lose the high place they have attained. "Many business women do not mar ry because they cannot on account of their habits. Men have established their ideals of womanhood, and when in their everyday association with women they see such a disregard for the things they consider a womanly woman's, if that woman marries she must take a man who is not mentally her equal. "There has been much cry among women about a single standard of morals. The attainment of this lies much in the woman's work. If she demande a higher standard from the man she will In time obtain it. In stead of doing that she Is coming down to his level." PATHETIC CASE IN NEW YORK Graduate of University of Dubin, Ar rested for Drunkenness, Is Dis charged by Magistrate. When Owen B. McGuinness, fifty ight, of 249 West Forty-seventh street, was arraigned before Magis trate House in the night court, charg ed with disorderly conduct while in toxicated, the magistrate recognized an old friend who, 20 years ago, was o>ne of the best-known orators in New York, says the New York Sun. Rubin . Lane, a lawyer, appeared to press the charge, and when McGuinness apologized the lawyer refused to ac ept It. Then Magistrate House said: "Counsellor, this man is one of the best-ducated men in this city. i've no hesitation in declaring in open court that I would be glad to know as much as he knows. Twenty years ago the name of Owen McGuinness was one to conjure with. He had a bright future before him, and he might have held a high position if he bad left rum alone. "I feel sorry for him. He met men f power and influence and was led Lnto temptation through his efforts to e a good fellow. He cannot resist drink, and now he is a wreck. Think f a brain like he .possesses being mbed with alcohol! "Counsellor, this genius, for he was a genius. is down, and why do you rant to kick him? He is our peer in he matter of learning. I respect him In his misfortune. With all his ability - e has not the will power to fight e demon, rum. Oh, the pity of it! have broad powers in a case like his, and I'm going to exercise theud. sentence suspended." The prisoner, threadbare, gray aired and unshaven, bowed his head d wept. The lawyer hurriedly left, d there were many dimmed eyes the courtroom as the one-time po itical orator shuffled out. Magistrate House said later that ~icGunness was graduated from the .Tniversity of Dublin. Treat Without Stimulants. "Speaking generally, disease is more iatisfactorily treated without stimu ants. . . . In the case of teetotal rs the action of medicines is more ~ertan, and the issue of the case usually more hopeful."-Dr. A. E. C'. Longhurst. Good Goods Essential. The advertisement is the powder. L'he .projectile is the goods. With owder vou can make a noise, a smell. mnd a large expense account, but you :annot touch the target. U'nless you xrnish the projectile in the shape of rood goods, you are throwing away !our money. One Case, Anyhow. "Did you ever know a doctor take is own medicine, Slithers?" asked ;ildad. "Did I?" snorted Slithers. "Well, ather. Last time I crossed the At antic old Dr. Gilbody prescribed hampagne as a cure for my seasick ess, and whenever it was time for a ose he'd come around and join me." -Harper's Weekly. its Moral. "The thermometer is much like men - t one respect." "What is that?"' "When it once begins to take a drop falls by degrees." The, Girland the Flag V -x. - . X . - -- Oh, here's to the girl and the flag we love And nothing our love can sever, No matter the trail of our wayward feet, Our girl and our flag-forever! She sits on her throne in the mottled shade A crown on her curly tousles,. And over her gaily the old flag floats In a flutter of love's carousails! And always I see them with tear-estmmed eyes The maid and the flag-but never For me shall exist but these Our girl and our flag-forever! DAY OF OLD GLORY Th fowr o tefal isear hebet Abv h fdn rsssnwthybae Rarejewes lft i natre' beaty ce 9t Pordsateigaon h ntm as Th hllhoh ae raer eder nu Therbaers flhen all tieor they at, Abhey te faove odiea. neow the' blaze inhage to ltht iat ionty' cha. PordsateigaogThe morning glors.hv e a And riot into blossoms as they twineg They' drink a gay farewell In nornng dew And flaunt the frost defiance from each einet The cosmos flower, sparkle in the daww - All fair~ylihe the fragile shapes appse. As echos of the flowers that are gone. As stars that stad the twllight of the year. The dahlias swagger, nonchalant and rade. And crowd the neeeker bleoms from the way; The astor. mahe a picture many hued. Framed in the drifting haze of autumn gray; White clematis allsnowlike idly clings Where leaves already turn to brown and gold, And looses per fume that each seplhyr flings Above the page where summer's tale is told. Across the fields and by the country road. Are scarlet blooms that msock the setting saa And goldenrod lifts up its treasure loade To showe what El Dorado It has won. And so with bloom ablase, with changing leaf. The patient year luis slowly to its rest With flower laaughter that msakes 21ght of gief The flowere of the fall time are the best. The Sage of Monticello It was at Monticello that Jeff-rson prepared the draught of instructions for Virginia's delegation to the con gress which met at Philadelphia. His activity in the cause of the colonies brought him into special disfavor with the British and it was planned to capture Jefferson at Monticello through Tarleton's raiders. Jefferson was warned that the enemy was com ing to Monticello, and he sent his fam ily away, and he himself escaped on Where Jefferson Wrote the Declara tion of Independence. horseback. The mansion at Monticel lo, thanks to Tarleton's orders, es caped serious pillage or damage. Though the house itself was not plun dered or burned, the rest of Jefferson's property suffered severely at the hands of the enemy. All the stock and farm products that might be of service were carried off, the rest be Ing wantonly destroyed. When Jefferson resigned from the Washington cabinet In 1704 he re turned to Monticello to enjoy a retire ment which he intended should last many years. But this was not to be. He was elected vice-president in 19,nn1 ewscoe rs Wherh 9 Jeffersone h Detera nalcotinos publpen evce o 1forseback. Teas manied t Monticel coaed serivate pllaeu or damage. Througlhmovse theatus heel waspl no d ure o buren ale tersto effe' Washingrton sufferet serrelyt ths handts, bu thismy fruAtly, the sc able tor prodcts Tward migh cloe of hsrvice, hweer bcarrmte restre ingy w antnysr ed. i icm Weng Jesnressior$2,0ebu thromg n th dorsington cabetr find he re turnedn to Monielld to srend ereo tmelan yea ek Bu terorhis n stt be Hedays elecnthed abode-prtesideth in 1796,end cam 180 hes wascsisnes-h aicns ea. esmo mny "No Mcnt o18thi," Jeffersote, aftrun a unalsotnjspblicitedeoverin ofloe"Ith forty-fouree yearseie o stielfe so-nlvd topive liferiarche ags so seriusl fimeis"he tate waso ntellofa thein lowpoet meane inaprivatolfn ithutcounetry Even crtorse ybutofhis fotuately he wasa able tore prent.Twr the pucse o ofisina, eehe bcaste dstessa ingly emaratesed ionde ohi ni stes. In V1rgnia the sldhlbary te dhosophe anthe avarint, he was komplete wrind, ano wser.ane ticeo ada seeka shelteigh forthss dainotyear aboht itscotingealthoy frienssa to Moniceso assitae with, fashconidel sum ofie roessina "or cnohs,"etn cleroe, Catholle .fromestaxpaymer. of iogs, oprein munoiited mioeries, ofInd."ian hes toust, tstenys, oftrange Jferids soncived ldike or pntrchtiong se codirnot frins "The sage of Mon-I tcello" as latge othpomught ma th ingrvate ie man ofthe onty.En. toteerofaie his dealth hewasly tohis forme prsdntha the purcpines of Liina, othe chtiser annear-o bary Declrats, ofeIndndedfee.H diedst ointil, asth scholar, theo known the world oHewsrie.ni on theyard brugt itontingeneth f gastn tup ontwicllo. Pepl ed wath fashrion peae of oi professional "Hen, miliar burd civilJeffers oc ator othestDetclrgyo Catholpend Sess, mftemStuer of onrss, forg Retous Larts sangater fhes Some came fomffontilo" andspet daynex fro c"ity; fathe o iv corn from in eestee sof bthue onters stteel. And everyba i soud who coul not wisit counse saele o estb cllo" tsationeast gavel thogh dtd the gresand retiremans hp non.eog to his lath days andes har<ehppns the Declrationsoaofnependen. He diat ontcello atis :4 prd . mo phake our 1826.hewsrd in hispe.d on graveardn are Moteo benathn astone on which a enranedp up. itsrition prexpeced byhisow hand:ns, "Here geerl buri Toa Jureesn Ofautho ofarus the Delrainordpend apte tofgrucsa the SaueoViginiatest. Roeligiou Lerty and oFatsfactof t Unirity. fVrii. "Teat sg ofl Moi ello" espeandsto trin the ste of the wohsnte fortun ie. cuslhle oetb Mahthny aton asevoteys more tme rputand. ttsasi Gog Itnt eawyery wflell wo than sme pepl hit t tte m ies. evn -he 't$T, t red firecracker f4yi alone; er companions Ar ursted and gone. Not one of r Nor loved J. To observe its ls spter Or hear its latsg. '-i" It lies on the sidewalk, But none takes it up Little Willie has wand Downtown with th To inquire of the If dogs grow new ta For a bunch of firecck Filled puppy wvith wails. Uncle Thomas is retn . 1-4g Upstairs on.a cot '/ He must lie on his s p, His back is so hot; a \ :' Poor old grandpa is m In grizzled despair, For a wayward Took -is beard and Papa has his bead bandaged In coverings neat, And a surgeon is fixing - The burns on his feet; - Mamma thinks she'll reco The use of her arms, Though the red fire that Caused eight fire Tis the last red firecracker Where it was flung down C:5 Ere the mantle of silen.D Fell over e t There's no ne to expl - It lies where -eli, And must wait for i Till some one getsw ONLY PHILANTHROPIC. 0000 The Boy-Poor little gal! She's so keered dat it would be positively un entlemanly in me not to swat her and ake de firecrackers away from her! First to Assert Men's Rights. Thomas Jefferson and his colleagues a the continental congress did not by ny means Invent liberty and equality. lut they were the first legislative as embly to declare that all men are en Itled to equal rights. Gone Over tor the Enemy. The Pup-Wow! I'll bet I never, nev r will bark an' wag me tail when rdependence Day is mentioned after his! Nearly All. Mrs. Naybore-Did your little broth r come home from the Fourth of uly picnic all right? Little Lizze-Yes'm-all except his air and fingers. PROOF OF THE DAY. Mr. Torpedo--Well, you certainly ust have celebrated! Mr. Cracker-Yes; can't you see I'm ~moletely- busted? FIRECRACKERS Not Qualified. The Ladies' committee on the cele ration of the Fourth was discussing ie proposed program of exercises. "I think," suggested a dimpled Londe. "that it would be awful nice >have some man with a good voice ~ad the Declaration of Independence." At this juncture a woman with a iuare jaw and deepset eyes observ I: "It might be well, but I am opposed Shaving a married man read the >cument. It does not do to allow tem to encourage themselves too uch. "THE GLORIOUS FOURTH.' Rules Jefferson Lived By The hundred and sixty-eighth anni versary of the birth of Thomas Jef ferson was celebrated with a big ban quet in Indianapolis April 13. In this connection Jefferson's ten rules o life, which follow, will be of interest: 1. Never put off till tomorrow wha You can do today. 2. Never trouble another for whal you can do yourself. 3. Never spend money before you have it. 4. Never buy what you do not wan1 because it is cheap; it will be deal to you. 5. Pride costs us more than hunger thirst and cold. 6. We never repent of having eater too little. 7. Nothing is troublesome that we do willingly. 8. How much pain have cost us the evils which have never happened. 9. Take things away by the: smooth handle. 10. When angry, count ten becor< you speak; if very angry, a hun dred. Here are some of the great prin ciples of government advocated b: Mr. Jefferson in his first inaugural ad dress, March 4, 1801: Equal and exact justice to all men of whatever state of persuasion, re ligious of political. Peace, commerce and honest friend ship with all nations, entangling allf ances with none. The support of the state govern. ments in all their rights as the mes * "C-. wak aant at-reubicn ene Grae ofrteerAtor of the generatgoii compeent adiitrwhleionstitrurioa vigor, as the sheet anchor of our peace at home and safety abroad. A jealous care of the right of elec tion by the people. A mild and safe corrective of abuses which are lopped by the sword of revolution, where peaceable remedies are unprovided. Absolute acquiescence in the deci sions of the majority, the vital princi ples of republics, from which there is no appeal but to force the Vital principle and immediate parent of des potism. A well disciplined militia, our beat reliance and for the first moments of war until regulars may relieve them. The supremacy of the civil over the military authority-economy in the public expense, that labor may be lightly burdened. The honest payment of our debts and sacred preservation of the public faith. The diffusion of information and ax. raignment of all abuses at the bar of public reason. Freedom of religion, freedom of the press, and freedom of person under the protection of habeas corpus. Trial by juries impartially elected. "These principles form the bright constellation which has gone before us, and guided our steps through an age of revolution and reformation. The wisdom of our sages and blood of our heroes have been devoted to their at tainment; they should be the creed of our political faith; the text of civic instruction; the touchstone by which to try the service of those we trust; a. should we wander from them in moments of error or of alarm, let us hasten to retrace our steps and to re gain the road which alone leads to peace, liberty and safety." "The Fourth." "A century and more has passed, and as the foundations of this govern ment are more firmly settled, as the structure reared by the fathers now spans the continent from ocean to ocean; and has victoriously establish ed its right to be. political liberty has ceased to be the mere dream of the enthusiast, and has become the every day fact of the men of thought and ac tion in the world. This was the first step; and we are here to glory in it, and to boast of those a.ncestors who suffered and toiled and fought to ao complish It."-David J. Brewer. MIr. Prosy-.ly boy, do you know why you are celebrating this grand day? Kid-'Cause Uncle Ed, he give me a quarter to do it with! Their Busy Day. "Who." shouted the impassioned ora tor. "who among us has any cause to be happier than his neighbor on this glorious da.y of the nation's birth?" A man with his head bandaged and both hands in a sling, arose in the re'ir of lie hill and exclaimed: "'The doctors? ' Trouble Ahead. Clancey-.Phwat's all th' thrubble in th' alley beyant? ilogan-Sgme o' th' b'ys fed Casey's goat a dozen av these cafnngl crackers an' now dhey's thryza' t' git him t' ate a box of matches. Real Patriotism. A good citizen is always a patriot. That's the best way in the world to A WARNIN TG 8 Young Johniny Winters, strong and Went out to celebrate the day A cannon cracker in his hand, His heart attuned to fun and play! He set the cracker up on end And lit the fuse, as you have done; Then as It sputtered, sparked and spat. Young Johnny left it on the run! Excitedly he turned about And waited, with his chums, the noise! "It's fizzled!" then said careless John, "I'll take a look," he told the boys. Above the powder stick he bent The air was filled with ripping sound! The boys rushed up with awestruck eyes. To Johnny, lying on the ground! He lay upon the cheerless sod, His face all marred with bloody chars And all through life the boy must wear The cannon cracker's awful scarsi 7 .Jl*HB.. Take warning, boys, frojn Johnny's fate And do not harm your eyes or face. Be patriotic, brave and true But spurn the things that hurt the race! People Are Not So Stupid. That ancient and many times de tested subsidy proposition makes ap pearance in new form. Among the many suggestions for in suring a large amount of business for the Panama canal comes the recoin mendation of Mr. Stimpson, secretary ofwar, that rebates be allowed on the ~olis charged for American vress'els. In other worda, Mr. Stimpson would hiave subsidies distributed li thi skiape pf rebates instead of in the wa~ pf dirqct payments fron. tie atos treasury. lHe wopid haye th* ep~ mnak a prpsentgf cash tpth pyoreg - shippers and shipownpra in adyanggJ i nstead of after ppssible servlc,. The people are not so stpid that they .wll not be able to see' throuh this ingenious proposition for whip- ' ping +.he devil round the stump. They are n~t prepared to put out their good money for the beneftt of any class ci TreDen.sPrseit. . W'i asus BuongessmaRosededty.