Newspaper Page Text
f Mystifying' “Me
99
COtNTimTBD FROM FIRST PAGE.
there -were many of these, including some
dallies, many weeklies and a few month
lies. So far as possible the same space
was reserved in each.
"Somebody is going to pay to take ad
vantage of the curiosity excited.” said
Peter to himself. "That ‘copy’ was an
Inspiration. It’s got the one word ‘Me’
to identify it, and It will fit any line
of advertising that may follow It; noth
ing is harred."
Peter’s humor changed. His optimism
returned and his irascibility vanished.
In nothing did Peter take so much de
light as in a scheme—an unusual, deep
and mystifying scheme. Before parting
from Qulnby he clapped him heartily on
the hack and exclaimed: "Don't you
worry, old man! We’re coming out all
right.” Qulnby had become accustomed
to Peter's changes of mood, but this was
so sudden as to surprise him.
"I hope so,” he said, but he was still
unconvinced. It occurred to him that
Peter might be handling advertising for
some one who had bound him to secrecy,
but he objected to being kept in the
dark. Anyhow, he was not in a po
sition to make a fuss without drawing
disagreeable attention to himself, for
Peter was in control of their Joint fund,
and a row would bring the advertising
down on them.
Peter carefully figured up his availa
ble assets when he reached his office.
Then he took a copy of his advertise
ment to an artist.
"I want some peculiar and distinctive
border for that,” he exclaimed, "and I
want the lettering put In so as to make
the ’Me’ particularly prominent and
striking."
Returning to his office, he found
Adams, the advertising man, waiting for
him.
"I'm getting a little nervous about
those contracts, Mr. Wells,’’ said Adams.
"I can’t forget that your statement of
resource didn’t show sufficient capital to
cover the entire period. Of course that
was unimportant so long as you had a
business that the advertising would help
to make profitable, tout you admit that
you have none now—”
"I admit nothing of the kind.” inter
rupted Peter.
"What!” cried Adams.
"I have a fine business.”
"But that advertising—”
"That’s my business.”
Here was a puzzle that Adams couldn’t
solve.
“You intend to carry out the con
tract?” ho asked.
"To the letter,” replied Peter.
"Then there’s the option—”
"Now, see here," put in Peter; "what
right have you to pry into my business?
You put those contracts in your fire
proof vaule and follow my instructions;
that’s all you’ve got got to do.”
"I’ll have to have another five thou
sand dollars. Your ‘ads’ are small, but
tnere are a good many of them.”
“Make it ten thousand." said Peter,
reaching for his check book.
"When are you going to change the
‘copy’?” asked Adams.
"When I get ready,” replied Peter.
r i
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•Til send you over some electrotype
plates in a day or so, but the wording
Is the same.”
Then Peter sat down to waft, ana
nothing could equal the cheerfulness with
which he waited. Quimby found him
even joyous, but he positively refused to
give any explanations.
"Everything Is lovely,” was all he
would say.
The change In the form of the adver
tisement made it even more effective,
and one day he was gratified to hear a
manufacturer of novelties say: “I won
der who that ‘Me’ is? His game has
been tried before, but never for so long
a time or on quite the same lines. J*d
give something for that space myself.”
"How much?” asked Peter, suddenly
breaking Into the conversation.
"Who are you?” demanded the manu
facturer.
"That’s of no importance, so long as
I am in a position to let you have the
space," said Peter.
"I’d have to have the right to announce
myself as ‘Me,’ ” said the manufacturer.
“Of course,’’ returned Peter, "and you’d
have to pay for the previous advertising
that made ’Me’ so prominent.
"iNaturally,” said the manufacturer.
“How much is it?”
Peter gave him a brief outline of the
extent of the advertising done, the cost
to date, and the existing contracts.
"By George!” exclaimed the manufac
turer, "I’ll take everything oft your
hands and pay you $5,000 cash bonus."
Peter handed him his card.
“When you're really ready to talk busi
ness,” he sa.id, ‘‘come and see me. I
don’t like to Joke about business mat
ters."
Then Peter hunted up Quinby and made
a clean breast of the whole affair. Quln
by listened with amazement.
"Well, by thunder!” was all the latter
could say; "for consummate nerve you
beat anything that walks on two legs!”
"I’ve dope a good stroke of business,
haven’t I?” demanded Peter. "I’ve made
the one little word ‘Me’ worth S5.000,
and I’m going to put It up to 425,000,
I’ve accomplished more with a little bit
of space in a number of publications than
most people could accomplish with ten
times the space. I’ve even got people
writing letters to the editors to ask who
‘Me’ Is. Why. the other day I saw one
letter that facetiously called upon tne ad
vertiser to relieve the suspense of mak
ing himself known. All we need is a
guessing contest as a finishing stroke t<j
the whole business. But you’ll have to
put up a little more money. I’ve vised
all we had, and I haven’t any more my
self.”
As a result of The extended conference
that followed Qulnby advanced 1 825,000,
it being conceded that Peter’s work and
ideas still entitled him to half of the
profits. Then Peter contracted for the
same location in other publications, much
to the astonishment of Adams. Indeed,
Adams hesitated to make the contracts
until it was demonstrate that more capi
tal had been provided. That seemed to
Indicate there really was something to
the mystifying scheme.
"Now,” said Peter, when that was set
tled, "we'll change the ’copy’ a little.
We'll keep the same distinctive border
and the same ‘Me.’ -but we’ll ask, ‘Who
Is IMie?' ” and offer 8500 in prizes to the
readers who first guess the name of the
concern whose advertisement is to appear
ln, that space, and we'll give them occa
sional clews later. Make that clear.”
"I suppose you know what you’re do
ing." remarked Adams.
"Well, it’q dead certain you can’t tell
me, " retorted Peter, pleasantly, and Ad
ams had to admit that he was right.
Next Peter went to several men that he
thought might be interested. Including
some of those toe had visited when he
first tjied to sell his contracts. The lat
ter were more tractable now. They had
a.U heard of "Me.” and they had all
heard many discussions as to the Identity
of "Me.” Some of them saw where they
could use that space to advantage, but
none offered a bonus for it that Peter
considered satisfactory.
"It’s going to be worth a good deal more
than that," Peter said to each. "Strange
things are going to happen directly. You
watch that space, and when you think
you want it worse than you .do now, come
and see me. But you’ll have to come
quick."
He said the same thing to the manufac-
ture£ who had first offered him 85,000,
when . the latter called to increased his
ofTer SI0.000.
"You don’t know how good a thing
you’d he getting," Peter told him. "Watch
and wait! When I spring myeoup, you’d
better jump for a telephone, because there
will be others coming in cabs.”
In this Peter was absolutely right. The
morning his prize offer appeared it seemed
to dawn on all simultaneously that they
wanted that space and wanted It the
worst kind of a way. “Me” had stared
people in the face for so long a time that
it had been adopted into the slang of
the moment. “I’m ‘Me* ” was considered
a joke as an answer to the question:
"Who are you?” And now prizes were
offered that would still further add to
the curiosity of an always curious public,
and would keep people turning to that
space In the papers and periodicals until
ttoelr curiosity was satisfied. That space,
with Its quaint border and mystical
"Me.” became suddenly worth more than
whole pages, especially to the man who
had anything new to put on the market.
People not only would Tead whatever ap
peared there, but they would talk about
it and talk a great deal. Most of them
would send guesses to the postoffice box
given as an address, and the agony could
be prolonged by giving one letter of the
name at a time. There were a dozen
ways in which the thing could be made
even more effective, but the bare privilege
of ultimately putting a name, business
and address In that space, with "Me”
above and below (and keeping it there),
was of Immense value.
Peter found his telephone bell ringing
when he reached his office. It was the
manufacturer who had made the first
offer.
"Coming In a cab,” he said. "Don’t
close any deal till I get there.”
"All right,” said Peter, and he rang up
Qulnby.
"Come over here on- the jump,” he told
Qulnby. "We get action today, and I
may want you to bid things up a little.”
Then he called up another of the men
he had seen previously.
"I think I’ll put ‘Me’ on the market to
day,” he said. "Would you like a chance
at It?”
“I’ll be right over.” was the reply.
Peter turned from the telephone just in
time to greet still another of those with
whom he had previously dickered.
“I’ll pay you a bonus of 815,000 over
and above all expenses incurred to date
and take all ’the contracts off your
hands,” said the new arrival.
"Walt,” said Peter. "There’s going to
‘be an interesting little meeting here pres
ently.” ,
"Fifteen thousand spot cash!”
“Let’s talk about the weather,” said
Peter.
"Sixteen thousand!”
"Do you think It’s going to rain?” ask
ed Peter.
“What do you want for it?”
"It’s been a dry season.” said Peter.
"Walt a minute!” exclajmed the man
who had first telephoned, suddenly ap
pearing In the doorway and recognizing
a man who seemed to be on a mission
similar to his own.
"I’m waiting.” said Peter. “We can’t
do business until our party Is complete.”
Two others came, and then Quinby, the
silent partner. How Peter blessed their
luck that Quinby had been so silent.
"Now, gentlemen,” said Peter, with a
whimsical smile, ”we will begin the pro
ceedings by singing thitt little ballad,
‘‘They’re After Me.’ ’•
They all laughed, but they were too
anxious to put much heartiness into the
laughter.
“I think I have got a good thing,” Peter
went on; "so good that. Since seeing you
last, I have contracted for the sama loca
tion In a number of other publications.
That little prize offer of mine appears in
all the dailies on my list today and will
appear in the next issues of the weeklies
and monthlies, for the plates were sent
out some time ngo. I have purposely left
it uncertain as to when any name wfll
appear, so as to keep attention on the
space and to enable the man who buys
it to end the contest in his own way
when he thinks he can do so most effec
tively. In order that you may thorough
ly understand the situation, I have nad
typewritten copies made of the list of
publications in which I have space, the
periods for which I have this space, and
the options I have secured for a continu
ation in the same locations, which X will
ask you to look over . I think you will
agree with me, gentlemen, that 1 have
made even the locations of some little
temporary value, especially for ‘Me ’
He handed them the typewritten sheets
and settled down to the comfortable en
joyment of a cigar. But he watched
them closely, and Quinby watched him.
Presently, when the others seemed to
have gained all necessary information,
he nodded to Quinby.
"I’ve seen enough.” said Quinby, re
plying to the nod. "I’ll take these con
tracts, reimburse you for all expenditures,
assume all obligations, and give you
825,000 bonus.”
The others looked a little disconcerted.
They had not come prepared for quite so
stiff a figure. Still, there were more
contracts now than when the matter
had been previously discussed, and the
whole affair had assumed much larger
proportions. And it was worth a good
deal to a man with some particular tiling
to put forward (whether old or new) to
be able to say he was “Me” under just
the right conditions—that is. in the right
place in the right publications, with the
right to decide the prize contest and got
all the names and addresses that would
come with the answers.
One of them made it $26,000.
"Even fives, gentlemen; even fives,”
interrupted Peter. "I can’t be bothered
with fractional currency."
Under the Inspiration of this the bid
went to $30,000. then to 835,000, where It
stuck for a minute. Then it reached
840,000. Peter, smoking placidly, was
watching every face. One of the men
was clearly out of It, another was debat
ing, a third was Jotting down some fig
ures, but the man who had made the
last bid was eager and anxious. Peter
gave Quinby a quick look.
"Forty-five thousand!” cried Qulnby
and the man who had been figuring In
unison.
Then Quinby kicked himself, and the
other man glared at him. Peter was
about to escape a distressing dilemma
by saying that he thought the latter
spoke first, when the eager and anxious
one blurted out, "Fifty thousand!”
"It’s yours." said Peter, after a pause.
Then, as the other* ware leaving, he
added: "There isn’t one man in a thou
sand who knows what it is that makes
advertising space really valuable.”
"What Is it?” asked one of them.
"Me.” said Peter, and he wondered why
they didn't laugh more heartily at his
little joke.
Turkey Farming One of the
Most Profitable Southern
Industries.
CONTINUED FROM SECOND PAGE
there will generally be Just enough laid
afterwards to be hatched by the turkey
herself. The best time to hatch the
chicks is during the months of May, June
and July. All the eggs set should be
marked, as the turkey often lays several
eggs after Incubation has commenced.
These eggs can be given to a hen, or
added to another turkey setting.
If your turkey is not quiet and fear
less when you approach her nest, let her
sll on a dummy egg for a week or ten
days until she gets better acquainted
with you. By being gentle In voice and
movement, you can win the confidence
of the most timid of the flock. Before
giving her the eggs, see that the nest
has a good shape, the corners filled solid
with earth, and the center hollowed out
a little, like a shallow basin. Then put
Into It an Inch or tw r o of fine straw or
hay, making sure that the nest is flat
and large enough for the hen to have
room to shuffle the eggs about. That
strange faculty, which, for lack of a bet
ter understanding, we call instinct,
teaches the hen mother, whether she be
turkey, chicken or wild bird, to shuffle
her eggs once every day. so as to keep
the yolk in the center, and to bring every
portion of the egg In contact with her
body and Its life giving warmth.
Being on the ground, they will not have
to be sprinkled.
The turkey hen gives very little trou
ble while sitting. She Is not fond of go
ing a-gaddlng, when she is on duty, and.
In fact, sticks so closely to her nest that
It Is needful to lift her off every day to
feed her, as otherwise she would actual
ly starve herself. But when once she
Is off. and the nest out of sight, she Is
apt to be forgetful, and her owner must
do the remembering for her. If she is al
lowed to go on the range. In 20 minutes,
or rather more, if the weather is warm,
she should be invited to go home and at
tend to her embryo family. Besides the
dally feeed, a dish of water, and some
soft food should be always within her
reach. No strangers should be allowed
In the hatching house, as the hens are
easily startled, and being so large and
heavy, are almost certain to break up
some of the eggs.
The turkey chicks break the shell from
the twenty-sixth to the twenty-ninth day.
The day but one before the hatching is
expected, the hen ought to be turned
off the nest and plentifully fed.
During her absence, clean the nest thor
oughly of any dung or feathers that may
be In it', put in fresh straw or hay. and
be sure that It Is fine and soft, sprinkle
in It some Insect powder, and return the
eggs carefully, so as not to jar them.
Also, place an ample supply of food and
water where the expectant mother can
reach It. as she should not again he dis
turbed until the hatchfng is completed.
THiB
EQUITABLE
: W, • : ; : :
: I j i : : : \
j 11 } I j j 1
TIME AND TIDE
WAIT FOR NO MAN
Every tick of the clock
brings you nearer the un
productive years of your life.
At the flocfd-tide of your >
life make provision for your
mature years.
An Endowment Policy in the
Equitable will return your sur
plus earning’s when you need
them uiost — and meanwhile .
ypuf loved ones are protected. -
Splendid opportunities for. men of character to'act as rvprese/itd(jyes^ < ,
-i- ‘ ' A Wnt».(i ; CA6f
SEND THIS COUPON FOR PARTICULARS OR WRITE
THE EQUITABLE LIFE ASSURANCE SOCIETY, of the United States,
120 Broadway, New York, Dept. No. S3.
Please send me information regarding an Endowment for $ issued
to a man years of age.
Name
Address
If the hen Is as tame as she should be,
she will allow the empty shells to be
removed from under her, and this must
not be neglected, as many an egg Is
telescoped by an empty half, and the
chick is smothered to death because it
cannot break through the double shell.
This Is as true of chicks as of turkeys.
TENDING THE EROOD.
Some raisers always remove the young
from the nest as fast as they are hatch
ed and become dry, doing this so cau
tiously and gently that the hen is not
disturbed by the theft of her downy treas
ures. The little ones art kept warm in
a box or basket, wrapped in a woolen
cloth or old carpet. A little fine hay
should be on the bottom, and a bit of
light flannel laid over the backs of the
chicks.
The idea of those who adopt this plan
Is that the little ones are safer from be
ing crushed by their mother, during the
excitement of the hatching. Other rais
ers Insist that the chicks should never he
taken away from their mother, although,
of course, the empty shells must be re
moved. As to which party is right, it
depends. If the hen Is one of the ex
citable. restless kind. It would be well
to follow the first plan. A gentle, quiet
turkey hen may safely keep all her brood,
until the last one Is hatched, and the
last rejected shell is removed. Then she
should be left undisturbed for at least
24 hours to cuddle her little ones against
her broad, warm breast. When the young
are taken from the nest while hatching,
they should be returned at once, when
the hatching is complete.
In no case should the young chicks be
offered food before the 24 hours have
passed. The reason for this is that when
hatched, a large portion of the yolk still
remains in the abdomen. Notice how
rounded and heavy it is. This is na
ture’s provision for the sustenance of the
little bird during the first few hours of
its helpless life. Until this yolk is all
absorbed into the body, no chick, whether
turkey or chicken, should take outside
food. Water and sweet milk will do no
harm, provided it be given in such shape
that the chicks cannot get wet in it.
What to do with the turkey chicken, and
how to fatten the adult for market, will
be "for the next time."
Literary Value of the Prize Story
It is somewhat surprising to note that
several novelists of established reputa
tion were worsted by beginners in Col
lier’s short-story contest. The cuveien
first prize of $5,000 was awarded to the
comparatively little known Rowland
Thomas, while the second prize of $2,000
went to the celebrated Margaret Deland.
The contest was decided purely on “liter
ary merit” by Mr. Walter H. Page. Mr.
William Allen White and the Hon. Henry
Cabot Dodge. The opinions of the judges
on what constitutes a good story are of
Interest. Mr. Page says: “A good story
Is—a good story—but this much is true—
a story mast be a succession of events
or experiences, and a single picture or
a mere description is not a story. It
may be material for a story; but good
material must be put together well to
make a story. There were ‘strong’ man
uscripts that failed. for this
reason, to commend themselves to
me. They were like pieces of good build
ing stone, but they were not put to
gether. So many writers seemed to mis
take good materia! for good stories, that
I wonder If this be not a common mis
take in our time. Surely It Is a funda
mental mistake to forgot that story
telling Is an art, a diiculT art, too. A
man who has a sirring fact or a thrilling
experience has not a story until he has
used It In some proper way—has con
structed It, has built It.
“I do not yet know (and I did not re
ceive the slightest hint from the style
or the mater or any other circumstance)
who wrote any of the nine stories that
any two of the judges mentioned in tlieir
reports. ’Fagan,’ by Rowland Thomas,
which seems to me the best, deals wlta
fundamental human passions. It is weU
and simply constructed, for it is a
straight narrative of a man’s life; but
it Is so told as to move naturally to a
climax—an inevitable climax. It shows,
too, the self-restraint otf good story-tell
ing; only the main facts are set down.
Conventional ‘literary’ adornment—It has
none. It has directness and simplicity
end strength—nothing else. There is no
fine writing. I imagine that the rheto
ricians who think that verbal felicities
are the first quality of good style will
think it a plain product. The man who
wrote It (It must be a man, for it has a
very masculine quality) does need to
learn the use of punctuation marks and
such things, for Ills small habits are as
vicious as Sir Walter Sootit’s, whose
dashes covered millions of signs. But
any man who can build a story as good
as this can afford to keep a literary
critic in his employment, to do his
punctuation and spoiling—if he will limit
the activities of the critic to these hum
ble services. May he never listen to any
man who preaches fine writing to him.”
Mr. William Allen White found that
each of the first ninety-five stories in
every hundred could be cast aside with
five minutes’ reading. “If a writer has
anything to say he will begin to say it
In the first thousand words he writes.
But If his language is stilted, his sub
ject Inartistic, or his treatment of it
bungling, there is just one further chance
for him—go after his plot. Then if he
lacks dramatic force in handling that,
he Is hopeless. The naked plot of a
five-thousand-word story may be un
covered in two minutes. Two minutes
more nosing around the climaxes will tell
a reader whether the plot has been put
together with an artistic judgment, and
if the story, lacking style and the niceties
of exterior workmanship, is weak at the
core it may be cast aside. It will aston
ish the reader, as it astonished the de
ponent. to find that only one story in
a hundred of those entered for the Col
lier's prize contained the rudiments nec
essary to make a good story—even a pas-
able good story. Of this group of sto
ries. which were found by eliminating
those that failed in the fundamentals of
good workmanship, probably seventy-five
were written by professional writers. The
hand of the craftsman is unmistakable.
‘Many Waters,’ by Margaret Deland,
seemed to me to be the best story In the
contest, because it handled a big uni
versal theme in a strong way, with the
dramatic power well in hand, and with
the artistic quality always in the fore
ground. ’
LOS ANGELES’ CARUSO SPASM.
(From The Lob Angeles Times.)
Caruso!
Where is the golden adjective to paint
the word-tint for his moonlight voice?
When we came away from Temple au
ditorium late last night we had forgot
ten for the moment the crowd; the com
parison of fashion was forgotten; the or
chestra was forgotten—the other singers
were forgotten—it was Caruso only who
livefi in immediate thought, his wonderful
dramatic voice which rang in our ears,
the pleading note of his impassioned re
citative still echoing in the moonbeams
outside—drowned we were in the ravish
ing charm of an artistic holy night.
Ah, this Caruso!
Talk if you will of the serious side of
operatic art; claim—and most justly—
that Donizetti was a clown in the con
struction of sensible plots; argue for a
year and a day upon Wagner and ultra-
Wagnerism—but do not decry the magic
of this man's mellow lips and silver
tengue.
Why, hanging upon a natural F, chang
ing from forte to pianissimo, back to
forte, again to pianissimo, and then
spreading to colossal sunlit splendor In
a wide open final tone, Caruso runs the
Rnmut of human emotion. Tears and
laughter are melted in the crucible of his
throat ana amalgamated into lyric gold
in this one note. There is hearthreak
and joy, despair and resignation, mockery
and pleading encompassed in the round-
placement of one entrancing syllable.
Didn't you like that scenery? Don't
complain, for you heard Caruso. Didn't
vou care for the plain-looking chorus?
Never mind. Caruso sang over their
heads. Did somebody step on youu
corns? Well, they wil soon heal up, hut
nothing can ever efface from your mind ’
and heartt he soul-reaching richness of
Caruso's voice.
BOLD WATCH
tkU .At bu SOLID BOLD LAID CASK,
m BOTH SIDES. A-mlmo
fallTnrrruUd tlaAMps.KOMIl ■to.r'mllB
mehum to Solid Gold Watefc, tUARAN*
CCD 2E YEARS. W. gto H: FREE
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AtlOefmA. 8mA will
pwtmM. Skn *» «> •»* * u ! fft;
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CHAIK. LADIES' OB r.r.ST'S P”" Wtlb. «A*J.
RAND MFC. CO. DEPT. *54 “HICACO.
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