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RECIPROCITY HIS is a word made famous a few years ago by a great political leader who made of it almost a platform. It is a good English word and according to the dictionary means “that relation or policy . . . under which special advantages are granted by one side in consideration of special ad vantages granted by the other/' The Southern Israelite is now, as for more than five years past, exerting every effort to advance the interests of the Jewish people of the South. It is conservative and constructive in its policy and gives its services freely, without regard to sect, financial consideration, or social standing, to every cause which it has reason to believe will ad vance the interests of the Jewish people. Under the terms of reciprocity (or in the common vernacular “one good turn deserves another”) the Jewish people should appre ciate these efforts and reciprocate by aiding the journal which is advancing their own interests, protecting the good name and stand ing of the Jewish people in this community and aiding in Jewish edu cation, in the Goodwill movement, and in every inspirational and up lifting movement which affects the Jew. The merchants who advertise in this magazine desire to show their goodwill for the Jewish people and are helping to support, advance Jewish interests in thus doing. They are de serving of reciprocity. Readers of The Southern Israelite should give preference to The Southern Israelite advertisers and should make it a point to let those advertisers KNOW that they DO SO by telling them “I SAW IT IN THE SOUTH ERN ISRAELITE.” Let Goodwill be met by Goodwill