Astronomer Report*
On Solar Ga» Effect*
Dr. Seth B. Nicholson, Mt. Wilson
'astronomer, has summarized recent
discoveries concerning the relation
of solar antics to the earth. The
report deals in particular with the
nature and effects of great erup
tions of luminous gases.
“The amazing brilliance of the
chromospheric eruptions,” reports
Doctor Nicholson, “and the startling
rapidity with which they develop
|make them one of the most spec
tacular of solar phenomena. They
jusually occur in the neighborhood
of active sunspots, although there is
no apparent connection between i
them and the spots. When an erup
tion is at its maximum it complete
ly blocks out any sunspots or other
of the solar surface over
which it lies.”
The eruptions are composed main
ly of hydrogen, helium and elec- |
trified calcium vapors. Like neon !
s.gns and sodium vapor lamps, the |
eruptions are filled with gases, and
just as passage of high voltage
through the advertising signs causes
them to glow, electrification of the
solar atmosphere may light the j
«un’s vapor lamps. In 1938 and |
1937, periods of maximum sunspot [
activity, on average of upward of
SO of the soiar lamps wore observed
per month. Luckily, only the bright
er ones exerted any known effects
on the earth.
Interest in the eruptions was in
tensified following reports of occa
.sional complete fading of high fre
quency radio signals, so sudden and
so complete, according to Doctor
“that radio operators
thought the power hud been turned
off or that something had broken in
their receiving sets. Frantic inves
tigations failed to disclose anything
'wrong, and the operators were
imore mystified than ever when,
after as much as an hour of silence,
jmessages again came through un
interruptedly. It was found that the |
jluding was general wherever the j
sun was shining, but that radio was [
not hampered on the dark hemi
sphere of the earth."
I
t
France’s St. Clodawald
Loses Historical Charm
1 To the little town of St. Cloda
wald in France, or St. Cloud as it
•s called today, there once came all
■hie grandeur of royalty to gorgeous
.Vetes; today there comes only mem
ories, even tourists pass it by, for
getful of, the marvel of the past.
With the destruction of its cele
brated chateau, built by Louis XIV
tn 1680, it lost a favorite royal resi
lience, which had witnessed many
ja notable event. Here the Regent
(d’Orleans received Peter the Great
tm 1717. In 1785 it was sold for
(ii. 000,000 francs to Queen Marie An
toinette, and here she resided dur
ing the early days of the Revolu
tion- Here the coup d’etat occurred
which made Napoleon first consul
land here Napoleon 111 was baptized
in 1805 in the presence of Napoleon
land Josephine, Here Bonaparte
married Marie Louise, and here the
allied sovereigns met after the fall
of the first empire and here BlucUer,
booted and spurred, slept in Napo
leon’s bed, and here on October 13,
1870, it went up in flames in connec
tion with the siege of Paris.
I
Pay Movie Students
i ’“Centro S perimentale di Cinema
tografta,” at Rome, only government
operated movie school in the world,
Las been forced to cease its annual
display advertising campaign for
applicants. More than 6,000 boys
md girls applied at the start of the
course. Only 100 are selected, 50 of
whom usually survive the acid tests.
At the end of the three-year course
only four or five actors graduate,
capable of playing all parts. Dur
ing the course the government pays
them 20 lire a day ($1). Non-Italian
students from Egypt, France, Ger
many, England and Central and
South America pay only $5 for the
entire three-year course.
Globe-Trotting Housewives
Nearly 135,000 of Uncle Sam’s
nephews and nieces went traveling
m 1938. Bound for all continents,
the globe-trotters came from all 48
states, plus Alaska and the District
of Columbia. According to state de
partment passport records, New
York city alone contributed the
most, with about 31,000; South
Dakota the least, among the states,
with only 124. “Housewives” were
in the majority—more than 19,000
of them. “Skilled laborers” were
next. Students and teachers fol
lowed, with persons of “no occupa
tion" just 181 passports behind.
Sequoia Trees Valuable
Standing merchantable timber in
Sequoia National forest, if proc
essed, would be worth three times
the cost of the San Francisco-Oak
land Bay bridge, or $210,000,000, ac
cording to Norman Norris, assis
tant superintendent.
| Water in Kings river alone would
jirrigate 800,000 acres, 13,000 head of
stock graze annually in forest areas,
while hunters spend an estimated
•.*200,000 shooting 2,000 buck deer,
tWorris said.
j *
Highways Lighted
| Michigan has completed the in
stallation of indirect highway light
ing reflectors on a 73-mile section
of United States Highway 24 from
the Ohio State line to Pontiac. This
lie the second Michigan highway to
tettairiad. mSm\ >, , ,
TRUTH about ADVERTISING
By CHARLES B. ROTH
—
MEMORY COURSE IN 1,000 LESSONS
■•■ HE German psychologist, Eb
-3 binghaus, a careful, scholarly ob
| server of the workings of the human
mind, has said that we forget 90
per cent of what we learn within
24 hours. From your own experi
ence you know that what he says is
true.
The business man, noting this, un
derstands why he must advertise,
i not occasionally nor sporadically,
but all the time. It’s the only way
he can be of the greatest service to
his customers.
His advertising reminds us of him
and of the things he sells, and
i though we may for
j get him and those
things between VERB
times, every adver
tisement he pub- WM 1
lishes renews the
impression and ere- '
ales recognition of
His problem is to ; ;
find the most eco
nomlcal way of re
minding us that it is >»- MI ■ JfM
to our advantage to Charles Roth
trade with him.
He discovers soon that nothing is
j bo economical a medium for this
purpose as the newspaper There
he advertises. We read. Both he
and ourselves benefit by his repeat
ed advertising.
He benefits in the obvious way,
by winning us as steady customers.
We benefit m . equally obvious
!
The Evening Serenade
reSgSPtnii mtxj vjHAiMAr^
1 THET SOOHPS A WHOLE lOf > /STfIV
;■ r1 sweetek to me than i3. /I!
EI SOME OF THE MUSIC WF >/VV \ \C*f fl)
Meals for Body and Soul
Twenty-one meals a week for the
body, with a lot of soda wash be
tween, and one scanty meal a week
for the soul—well, draw your own
conclusions.
1 " 1 "■ ■■ 11 11. I 11,1 J
New York Skyscrapers Form Back Drop For Air View of Fair
f, - -■ •: ' ■ • , - v .. w
,
, aSI •- m a! „ . *.
\ \ *- ra i »au a xm s«g » y
;■ >' v&i*
N - -- N -^ f I - * '/''‘ .. '* y ■ -.*+.. ';t ' ?p*S' '*&'?^ y * v '''‘* '■'■ g C,
I' M»^|ii|kdM
NEW YORK (Special) —This remarkable air view of the New York World’s
Fair shows the World of Tomorrow that has sprung up against the background of
New York City of Today.
• The Trylon and Perisphere, theme of the New York Fair, are seen dominat
ing the 121614-acre tract. At the lower right is the international area with its
magnificent foreign pavilions grouped around the Court of Peace below the Lagoon
way, by finding a man whom we
can trust and from whom we can
buy all the many things we need
to make our lives more interesting
and complete.
Advertising is the news of busi
ness. Often that news is of far more
importance 4o us than any other
news in the paper.
For example, if a woman needs
a new coat and scans the advertise
ments to see what is being offered,
the business news she reads is of
far greater moment in her life right
then than the story on page one of
a war in Asia Minor or of an oil
field fire in Texas.
Stripped of all glamor and mys
tery advertising amounts to nothing
more exciting than this; telling peo
ple of a place where they can get ]
what they need to make life possi- '
ble or endurable or lively or en
joyable at the most satisfactory and :
economical basis.
The advertiser who keeps telling
the story of his advantages natural
ly gets the bulk of the trade, be
cause, as you have just learned, we
all forget rapidly and must be re
minded continually if we are to act.
When advertising is carried on for
a long enough time, the name of the
man and his product become a part [
of the daily life of millions of house- i
holds, respected, revered things and ]
names, almost as close to us as I
friends or members of our own fam
ily.
© Charles U. Roth,
I
- I
Invented Trolley Car System
Frank Julian Sprague is generally
recognized as the inventor of the
trolley road, the first installation of
j which was made by him at Rich
mond, Va., in 1887-88.
<* »
I bought this General Tractor for
the price of a two-horse team!
Come in and sec the General today with its full
of Nations. At the lower left is th*e Court of States. The picture shows the Fairs
close proximity to Broadway and the skyscrapers of upper Manhattan.
Actually the Fair is only 10 minutes from Broadway by Long Island Railroad,
and about 25 minutes by subway. By motor the trip requires about 30 minutes, wUh
5 parking fields furnishing ample space. New roads and bridges have prevented
congestion of traffic.
