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W fni.Phillipr
DEFINITIONS, then and now
Ultimatum (1910)—A cop telling a
horseless carriage driver that the
next time he speeds at 15 miles per
hour through a street filled with
horses he’ll be arrested.
Ultimatum (1940)—A dictator or
dering a half dozen nations to sur
render or else . . •
Raid (1910)— Usually a means of
proving a saloon guilty of Sunday
selling.
Raid (1940)—Another attempt to
destroy a city or intimidate a na
tion.
Treaty (1910)—A solemn and bind
ing covenant.
Treaty (1940)—Flypaper without
the mucilage.
• ♦ *
Fifth Column (1910)—A column
between the fourth and sixth col
r-rv'./umns -
Fifth Column
v J " (1940) —A nation
aj menace.
/'/ \ v St orm Troops
/ (1910) —Soldiers
caught in the rain.
Storm Troops
(1940) —Something
very different.
* * •
Neutral (1910)—Anybody who took
neither side in any argument.
Neutral (1940) —An extinct nation.
Parachutist (1910) —A performer
at a county fair.
Parachutist (1940)—An instrument
of frightfulness employed to stab a
foe in the back.
Tank (1910)—A f /
heavy drinker; a S
feature at the Hip-
One of the most
devilish mecha- ilTrtfl.
nisms ever de- 'CfcEaKa&iMJlilP
vised by man.
* * •
Gas Mask (1910)—Something used
by coal miners.
Gas Mask (1940) Compulsory
equipment for children at play.
Blackout (1910) —The finish to a
Follies sketch.
Blackout (1940) —A city in com
plete darkness to avoid indiscrimi
nate slaughter of men, women and
children.
• * •
Mechanized Warfare (1910) A
scout on a bicycle.
Mechanized Warfare (1940) An
army operating in death-dealing mo
torized units.
Long-range Gun (1910) —A weapon
capable of sending a shell about
three miles.
Long-range Gun (1940) —A gun ca
pable of projecting a shell 75 miles.
Axis (1910) —Something on which
the earth turns.
Axis (1940)—Any powerful group
of megalomaniacs on a binge.
Sabotage (1910)—Cutting the stir
rups on a cavalry officer’s saddle.
Sabotage (1940) —Stopping at noth
ing in the destruction of all imple
ments and materials of war.
♦ * ♦
Bomber (1910)—A nickname for a
prize fighter.
Bomber (1940) —A fortress in the
skies.
Spitfires (1910) High-tempered
young women.
Spitfires (1940) —Airplanes of the
R. A. F.
Blitzkrieg (1910) —A German wait
er throwing somebody out of a raths
keller.
Blitzkrieg (1940) —Hell on earth.
• • •
Scuttle (1910)—A container for
coal.
Scuttle (1940)—German naval pol
icy.
Peace (1910)—The whole world
living without military disturbances.
Peace (1940)—Any situation in
which not more than 30 countries
are at war.
• ♦ «
COMMUNIQUES
According to communiques,
The fight was fierce the last few
days.
They state the losses and the gains;
it seems they downed a lot of
planes!
The Nazis state they lost eleven,
But Britain says ’twas fifty-seven!
The Germans claim just sixty-nine
Of Britain’s craft—a sharp incline
From their admitted twenty-five.
How many men were left alive?
These facts the propaganda press
Is somehow very loath to stress;
And they omit the damage done—
I rom all reports, both sides have
won.
—Mori Fremon.
* • *
"The French Empire remains in
tact.”—Marshal Petain.
* * *
WANNA BET?
. Bing Crosby has gone into compet
ihve golf in a serious way and we
almost imagine him, sizing up a
difficult shot and saying, “Caddie,
d°es this call for a croon or a
driver?”
* * *
W endell Willkie, according to Har
ry James, is a candidate who ought
f lOl to mind people getting in his
nair.
* * *
WILLKIE IS TRYING TO GET
KOOSEVELT BEHIND THE DE-
The Welcome Visitor
Promotion Is
‘Secret’ Key
To Success
Advertising Essential to
Rapid Turnover in Busi
ness, Merchants Told.
By MERLE THORPE
Editor oj Nation's Business.
A wise and successful business
man once said to me:
“Big business is without excep
tion a little business grown up. Only
a few small enterprises ever become
big. Why? There is no difference
in the technique. Each buys, dis
plays, sells, watches charge ac
counts, establishes credit, is cour
teous, tries to render a service to
customers. There is one crucial dif
ference in the degree of emphasis
the successful business places upon
one practice. That is promotion.
He considers almost first the meth
ods of getting more customers—and
holding them. Observe the busi
nesses around you and see if I’m
not right.”
That was years ago. I have ob
served. I’m ready to go him a step
further and say that the main rea
son most small businesses that do
not get ahead is the lack of appre
ciation of, or lack of ability to pro
mote.
Now “promotion” to some has a
bad flavor. But I use it in the dic
tionary meaning, to encourage, to
move forward, to provide the incen
tive. Promotion in a business is
known technically as merchandis
ing.
Helping a Business Man.
I talked with a business man the
other day who thought I could help
him. He said he wasn’t doing so
well. He had recently set up in busi
ness, having raised and put $lO,OOO
into the venture. This included his
stock of goods, something left over
for rent, clerk hire, telephone and
lights, stationery, etc. He had it
budgeted down to a nickel.
When he lamented that the elec
tric sign with his name on it cost
him $3O, that people didn’t respond
as he expected, that gave me my
cue.
“Flow much did you set aside for
promoting this new venture?” I
asked.
He looked at me blankly.
I explained. “Here you have ev
erything to take care of customers.
But what provision and thought have
you given to getting the customers
to come in and give you a trial?
Do you think that when they happen
down this way they are going to
drop in just because you are
a new store? Out of curiosity? Do
you trade that way? Perhaps, some
one disgruntled with his present
merchant, may ‘give you a trial.’
But trade does not float around, hit
or-miss. It must have a reason.
‘Dressing Up’ Helps.
“Now, you appreciate this a little
when you put up a sign, and dress
your window. But you let it stop
there. You have not faced the nec
essary item, as necessary as rent
or light or heat, the item of encour
aging customers to come in. Suc
cessful merchants after they are es
tablished set aside from 2 to 5 per
cent of their sales to be spent m
holding their old customers and at
tracting new ones by advertising.
When they were getting started, as
HOUSTON HOME JOURNAL, PERRY, GEORGIA
you are, they had to set aside much
more.
“How simple starting a business
would be and how hazardous carry
ing on an established one if all
there is to do is to ‘open shop,’ and
customers would come-a-running
from other merchants.
“I doubt if 10 per cent of your
prospective customers pass your
store and see your sign and window.
Even those who do, see nothing but
a sign, they feel no personality, no
human pull, no special information
of what you have to give them for
their patronage. Oh, yes, you go to
church, join a lodge or civic group
and thus you give lip service to pro
motion. But you must figure out
ways to induce all prospects to try
out your goods and services. You
must consider this as important as
any other phase of your undertak
ing.
“Turnover is the life-blood of any
business. A $lO,OOO stock ought to
turn over three times a year. $30,000
in sales warrant from $9OO to $1,500
a year in advertising. Stocks won’t
turn unless there is effort. The ad
ditional $l,OOO in sales nets more
than the first $lO,OOO. Overhead re-
Ik
MERLE THORPE
mains the same. It’s the increase
that brings the profit. Go out after
that additional 10 per cent.”
Storekeeper or Merchant?
This man was not a merchant.
He was a storekeeper. There is a
vast difference. The storekeeper
puts a “sign” in his local paper and
whines about its being charity or
unnecessary expense. The mer
chant spends time in preparing each
week on paper what he would say
to 1,000 prospects if he called upon
them personally. He makes it the
first item on his weekly calendar.
As definite a chore as opening up
in the morning or sending out his
bills on the first of the month. And
the cost of sending this personal in
vitation into the homes of possible
customers he includes not as an ex
pense, but as an investment as im
portant and necessary as the same
amount invested in goods on the
shelves.
Many successful business men are
called, but few are chosen. The
buying public stands ready to re
spond to personality, real service,
expert buying. The opportunity
may be there. The storekeeper is
there, waiting, but the public doesn’t
know and is woefully indifferent to
finding out. The storekeeper takes
too literally the Emersonian fiction
that the people will learn in some
mysterious way of the better mouse
trap, and he waits. The merchant,
on the other hand, loses no time in
telling the people about the bet
ter mousetrap, for he realizes that
time is money.
Pioneer Press
Helped Conquer
U. S. Frontier
By ELMO SCOTT WATSON
Editor The Publishers' Auxiliary.
The little group of backwoodsmen,
lolling in the sunshine in front of
a log cabin on the river bank, lazily
speculated on who was polling a
clumsy raft in midstream currents
and why he was aiming for their
side of the shore. As the traveler
succeeded in reaching his objective
—a large stump handily by a nar
row strip of sand, the idlers sat up
to take inventory.
There was a crude little handpress
of wood and iron, a strong-box tied
with leather thongs jingling with
the sound of metal type; two “ink
ers,” (deerskin balls stuffed with
wool and attached to wooden han
dles) and bundle after bundle of pa
per. The onlookers gazed at the
cargo, then at each other. “We are
certainly goin’ to have us a news
paper,” Old Settler drawled.
“That’s just what we’ve been need
in’ here for a right smart spell.”
On tributaries of the great Mis
sissippi, or in boom-towns border
ing the Great Plains; in mining
camps or the cattle country the ad
vent of the printing press was the
symbol of civilization. Dismantled
into packs for mules to carry, or
crowded on the bed of a Conestoga
wagon—the press arrived, with the
types and paper, and the owner
thereof was a westward-faring fron
tier editor. Hard on his heels, as
a rule, came the pioneer preacher,
together with the school master.
The Press helped to conquer the
wilderness. Dixon Ryan Fox, pres
ident of the New York State His
torical society, has written:
“The printing press is a social
instrument, especially when in
the regular production of a
newspaper it keeps the diary of
the community, maintains a
forum for its discussions and
provides an exchange for its
commerce. It is a public insti
tution and yet, at the same time,
a private industry.
“Seldom in those early days,or
later, was a printer ‘called’ to a
community with general and re
sponsible assurances of support,
as a minister, or a teacher is
‘called.’ Each risked not only
his time and effort but the cap
ital tied up in an extensive and
cumbersome equipment. No
pioneers needed more courage
to face disappointment than this
vanguard of editor-publishers
moving on their own frontiers
just behind that of the home
makers . . . Heroes of the civil
state no less than of the battle
field, these men bore a close re
lation to the American progress
and they worked in the elation
of public service.”
The frontier era of American his
tory is long since erased. But in
villages and cities today there are
editors who are carrying on the tra
ditions of the pioneers in journalism.
Examine the country press for evi
dence that there are newspapers
which “keep the diary of the com
munity,” the day-by-day report of
life, death, love, business—the in
tensely human and simple accounts
of American energies.
These editor-publishers, like their
forerunners who risked lives and for
tunes in the westward march, still
“work in the elation of public serv*
ice.”
GENERAL
B ■S'bJ HUGH S.
I^JJOHNSON
|d| Jour:
Unli*d Feature* J WNU Santa
Washington, D. C.
ARMY AND BUS LINES
In speaking to and with the Na
tional Association of Motor Bus Op
erators, I learned something to add
to the many things I do not know.
This country is now a gridiron of
motor roads. A considerable part
of its passengers and freight trans
portation moves over these roads in
automotive vehicles.
Whatever may be the fairness to
the railroad networks of the low tax
and roadbed costs to these competi
tors of theirs, this system is a very
necessary part of our national ma
chinery for transportation in both
peace and war.
Hitler has shown the necessity for
the highest perfection in swift, mo
torized movements of army units.
Our government has belatedly rec
ognized it. We are getting ready to
spend vast sums to motorize our
army. Doubtless we soon will be
adding to our public highway sys
tem a new network of “strategic
roads”—feeder highways into areas
that may be threatened and are not
now well equipped for quick trans
portation of masses of men and sup
plies.
Our new and only partly motorized
army is writing a terrible record of
delays and breakdowns due to half
trained drivers and repair and serv
ice departments. This is to be ex
pected in any beginning, but it
should be cured.
• • •
The record of experienced civil
ian bus and truck systems in econo
my, efficiency and maintenance
shows remarkable performance—av
erages of 75,000 to 100,000 miles of
highways operation without mechan
ical delay. Recently, a motorized
artillery battalion on a super-high
way averaged 16 miles per hour on
, a march of 135 miles—due to me
chanical troubles. This is just one
of dozens of recent examples. You
! can’t make an efficient motor fleet
| overnight,
| Our plans for a new swift-moving
motorized army, capable of striking
like lightning anywhere on either
coast of our country, should be inte
grated closely with our splendid ex
isting civilian system of motor trans
port. It would be foolish to attempt
to parallel it completely for the
army with another complete system
of government-owned and operated
motor vehicles.
• * •
General Marshall made clear re
cently that his plans do not contem
plate a military motor fleet capable
of carrying all his troops at one
time. He suggested a “shuttle sys
tem” whereby the army motor
j transport is to take part of an army
forward and then go back for the
' rest.
If it only took half on a trip that
would cut army speed by two-thirds.
Why should there not be added to
the plan, wherever possible, com
plete utilization in both peace and
war of our splendid existing civil
ian motor transport system—not
merely for carriage, but for mainte
nance of service? To do that re
quires experimental experience,
while in an emergency all such
transport would surely be suddenly
commandeered and used in helter
skelter fashion, it is as important to
get a smoothly working operation by
peacetime practice as it is to have
experimental maneuvers with the
National Guard.
Is anything like that being done?
On the contrary, because the quar
termaster general of the army has
a “joint military passenger agree
ment” with the railroads which is
practically exclusive of the use of
automotive transport, it is only in
very rare cases that the civilian au
tomotive systems can be used for
the transportation of troops.
One reason advanced by the quar
termaster general for refusal to
change that bone-headed senility is
that the “joint military passenger
agreements have been in effect be
tween the railroads and the war
and navy departments for over a
quarter of a century.”
So had the French military meth
ods, which the German swift moving
motorized attack smashed in a few
weeks, been used for over a “quar
ter of a century.” This reason re
veals the typical dry rot of the Crus
tacean bureaucracy which is so dan
gerous in this swiftly moving war
like world.
We must have our railroad net
work for military efficiency and you
can’t keep it up without giving it
business. But we also need our au
tomotive network and we can’t rec
oncile that with a railroad monopoly,
Something ought to be done about
I this tomorrow.
• • •
Gullion, Hershey ‘ldeal’ for Draft.
I General Gullion is to direct the se
lective service draft and Col. Lewis
Hershey is to be his deputy. These
are splendid choices.
General Gullion, head of the le
gal department of the army, is a
veteran of the World war draft. He
knows every angle of its execution.
There he worked first as head of its
information and press relations sec
tions. In that job he had to be ex
pert both in all the machinery of the
j draft and also in its bearing on the
public.
Corner Whatnot
Made of Spools
By RUTH WYETH SPEARS
A HOME Demonstration Agent
** wrote me the other day to say
that many of the women in her
group had made the spool shelves
described in SEWING BOOK 3 and
the end tables of spools in Book 5.
“One member has an interesting
collection of pitchers and would
like to make a corner whatnot for
them,” the letter continued.
Well, here it is ladies! With the
collection of pitchers all in place,
H* I .*■
\ I i« ljong usE /
SLUE B m 6 CURTAIN /
I | RODS RUN /
/ Ik* THROUGH I
SPOOLS AND /
fe9 u m SHEL^S W
The sketch gives all of the dimen
sions and instructions. The second
shelf from the bottom needs six
holes. All the others have three
holes each. The design may be
varied by using larger spools at
the bottom for the first spool above
and below each shelf. Use exten
sion curtain rods to fit the holes
in the spools. A little glue be
tween spools makes the whatnot
rigid. Stain or paint.
* * *
NOTE: These homemaking booklets are
b service to our readers and No. 5 con
tains a description of the other numbers;
as well as 32 pages of clever Ideas with
all directions fully Illustrated. They are
10c each to cover cost and mailing. Send
order to:
MRS. RUTH WYETH SPEARS
Drawer 10
Bedford Hills New York
Enclose 10 cents for each book
ordered.
Name
Address
r- „ o*€«hi£ ~1
(s I
Maybe your furniture isn't old.
Maybe it is lovely
underneath...
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Why don’t you go and get a bottle at
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and have a circus? Pint, it cleans the chain
and tables, cabinets, doors and floors, take*
away the old worn look, the muggy blurry
look, the ugly fingerprints ... and leaves
instead ... the soft warm lovelier lustre of
years ago... a lustre that lasts... and LASTH
o'@ ar
X* POLISH
MOPS, WAX, DUSTERS, CLEANERS AND
FLY AND MOTH SPRAY
Careless With Life
There is nothing of which men
are so fond, and withal so care
less, as life.
fe a SOOTHES CHAFED SKIN,
MoroliNF
■f r WHIII nnaoktuM JEUV Ofc
LARGEST SELLER AT S<
Heart’s Envoy
The tongue is the ambassador of
the heart.—Lyly.
HOST TO mOST
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WlDjt 1 ™ r*«? "NtPi ILTJiJM
nHffißjSßVv tJsjMKSSm
