Omaha Daily Bee Newspaper, March 29, 1909, Page 5

THE OMAHA DAILY BEE: MONDAY BRIEF CITY NEWS 1909 MarwxCH 1909 SUN MON TUE WED THU FRI SAT 123456 8 91011213 141516 17 18 19 20 21 22 2324252627 ¥ THE BEE OFFICE SCHOOL AND COLLEGE WORK Activities of Various Institutions East and West, WINTER TERMS NEARING END L4 for Sammer School Grow Apace —Catholie Viewpoint Regarding Pablic Schools—S8lam for Rieh Men's Se Gran, Col Under the leadership of Prof. Venner a 0od Book club” has been organized. Individual does not have to exert himself in his studies. Thereby he misses what o POCr man’s son gains as a result of neces wity. Recently 1 was at a certain school which has the reputation of having only rich men's sons for students. I told the students they bad my sympathy. It Is not the fashion now to be rich. “But rich these youths undoubtedly would be, and therefore they were fore doomed to obseurfty. Young men Are spurred by necessity to work, and if theh dally bread depended on their daily study I think there would be an lraprovement all around. Tn fact, T think it would be A good plan to follow that thoss men who Go not work should not ea Dr. Wilson sald there was no need to tear soclalism in this country, as the ad: vocates of the co-oparative commonwealth About seventy of the students belong to this club. The objest of the organisation list of the had so many divergent theories as to make them hopelessly divided. MARCH 29, the conservatory facully and Misses Ella Honeyman and Ethel Todd. One of the solos rendered by Miss Langland had a violin and ‘cello accompaniment, respectively Miss Englemann and L. C. Todad The rules for the contest for next year were changed 8o as to prevent the same selection being used by two years in succession, and winning selec tions are barred for one year. It was alsc My from each school present. The Woman's union of the Congregationa church served dinner and supper parlors, serving over 400 meals. The winter term closed on Wednesday. March 2 Tuesday, March 30, UNIVERSITY OF WISCONSI - played | the same person arranged to have but two representatives | instead of three as at in the The spring term will open on Woman Prays Over Suicide { { ionary Asks Forgiveness for James A. McDonald, Who Kills Himself in Saloon. James A. McDonald, & union carpenter. committed sulcide by taking carbolic acld 1| in the Washington hall saloon, near Bigh- teenth and Harney streets, early Saturday afternoon He was discovered to be in a serious con- dition about ock, but was not pro nounced dead until 5:16 o'clock. Police Sur- geon Barbour attended the case and Med- fcal Students Shramek, Harris and Sugar- man assisted | ttons, three or four methods of inducing ar- | his brother, Charles McDohald, Whe is prominent member , he Carpenters The dead man ‘miade his homeé with ficlal respiration, including the use of a of. rradic battery, were wsed In an effort | union. to save the man's life. The doctors worked | hia brother on Nineteenth street bet ween over the case for almost three hours before | Harney | Howard streets it was given up. The breathing center | Heafey took charge of the body stopped an hour before the heart action | hold an inquest ceased. | —_— A feature of the case was that before MeDonald died a woman missionary went to the rear room of the saloon, where he was and offered a prayer. She was Mrs Burke, who lives at 431 South Nineteenth street and she sald afterward that as soon as she heard of the case she felt prompted to go and pray, but did not do so, as she did not want to enter the saloon. Later, she related, she was overcome by a desire to pray beside the man. Entering the room, which was filled with men, she payed fervently for the forgiveness of the man's sins and the acceptance of his soul. MecDonald is survived by a wife and two Coroner and wil imple Remeay tor La Grippe. tippe coughs are dangerous As they frequently develsp into pneumonia. Foley's Honey and Tar not only stops the cough, but heals and strengthens the lun | that no serious results need be feared. The genuine Foley's Honey and Tar contains no barmful drugs and is In & yellow pack- age. Refuse substitites Kot sale py all druggists. Feartal Slanghter of deadly microbes occurs when throat and lung diseases are treated with Dr. King's New Discovery. B¢ and $L.00. For sale by 18 to prepare and publish a hundred or more best books for thoughtful young people to become the possessors of a library acquainted with their contents Prof. Venner has given one lecture and will glye three other lectures in further- ance of the objects cf the Good Books club. There is much enthusiasm among the members of the new organization The Amplicityon Literary society had an original story contest at a late meeting. Six persons presented stories that were more or less thrilling. Mr. Garland E Lewis won first place on “The Mystery of the Sand Hill Hermit.” The second prize was captured by Fred Sutherland on a “Visit to Mara." The prohibition oratorical place last Friday evening. There wore three competing orators. Miss Jessle Draper was awarded the first prize and will represent the college in the coming state oratorical contest at Crete. President Sutherland left last Thursday for Chicago and the east. He will ald for a few weeks the eastern secretary, who I8 raising funds to endow the Carnegie library. The new courses of study for the academy eliminates all eighth grade subjects. On the going of the new.sohedule into opera- tion thirty-two credits will thereafter be necessary for sraduation from the acad- emy. No other college or university In the state sets a higher standard for academic graduation or for admission to the fresh- man class than does Grand Island college. In one of the academic courses normal subjects .are introduced, thus placing the academy in point of requirements on the basis of the high schools doing normal work. The college proper is already on the basis of the University of Nebraska in being authorized to grant to its peda- gogical graduates certificates to teach. Kearney Military Academy. Workmen have been preparing the track 1o get it in shape for the “spring running” and a number of eadets have been trying out with the weights, jumps and vaulting and as soon as the track is “‘floated” the running will begin in earnest. Bert Fuller spent a few days at his home at Emerson, Neb. The hunting of ducks and geese ha caused a number of the cadets to visit the banks of the Plaite river with varying success. Company A has its pennant floating be- neath the colors the last two weeks, but the last week they held it by only a nar- row margin over their strenuous competi- tors. Cadet Travis, who halls from Holdrege, ha# entered for the spring term and seems to “like the place.” In the series of basket ball games be- tween the different tables in the dining room,. Dr. Stregter's table hested the cadets at Mr. McEachron's tahle by a score of Besides whisky and hypodermic injec- | children who do not live In Omaha, and by | Beaton Drug Co. Variety and Number of Studies Of- fered at Summer School. A total of 235 courses of study is offercd by a faculty of ninety-two professors and Instructors, Including #leven from other in- stitutions, in the eleventh annual summer session of the University of Wisconson \ceording to the pregram just completed and now in press. The college of letters and sclence and the graduate schodl offer 19 courses; the college of engineering. forty professional courses and thirty-four for artisans and apprentices; the college of law, seven courses, increasing the number of hours of class work a weck from twen- ty-four to thirty-two; and the college of agriculture offers its regular summer dniry course of ten weeks. In addition, the summer schosl of ethics of the American Bthical union will again hold its session at Madison, June 28 to July %4, giving five courses of study. Ths universl'y summer over six weeks, from June with the exception of the and dairy schocl courses, weeks, Dr. Felix Adler, professor of soclal and political ethicy at Columbia university, and Roosevelt exchange professor at Berlin university for 160808, & dian of the fac- ulty of the American Ethical union's sum mer wshool of ethics, which will again hold Its summor sessicn at Madison tnis veer, from Jure 2 to July 2. Dr. Adler will be assisted in the five courses of lectures of- fered by Jane Addams, head of Hull House, Chicago; Dr. John Lovejoy Elliott New York; Alfred W. Martin, New York: Willlam WMcintyre Salter, department of philosophy, University of Chicago; Dr. Henry Neumann, collge of the City of New York; Frof. Nathaniel Schmidt, Scm- itic languages, Cornell; Mrs. Anna Garlin Spencer, New York School of Philan- thropy, and Leslie W. Sprague. New York. A conference of the deans of the colleges of liberal arts in state universities of the middle west was hild at the uliversity on Thursday, March 2. Dean Olin Templin of the coliege of liberal orts and sciences at the Univeraity of Kansas chairman of the m.eting UNIVERSITY OF NOTRE DAME. e Viewpoint Regarding Pablic Sehools. In an address which President Cavanaugh of Notre Dame was invited to dellver at a convention of public school teachers of In- diana on the Catholic viewpoint regarding public schools, he said: “It is ome of the &reat signs of modern progress that people no longer feel obliged to hate one another for the love of God. There was a day when a discussion of this subject would inevi- tably give out more heat than light, but among earnest and cultivated people that day has happily ‘passed. If you cannot accept the Catholic view, it is at least in- cumbent upon you to respect its sincerity 1 believe that if there ever was a case in which earnestness and sincerity were shown in dissenting from a popular opin- fon this 1s that e There are a million children in the Catholie parish schools of this country. I belleve that $25 is the gen- eral estimate of the cost of educating a child for one year, and, If 80, those pa- rochial schools aré doing 835,000,000 worth of work each year. But suppose, for the sake of security, that we fix the cost of the parish school system at the absurdly low figure of $15,00.000 a year, and then reflect on what these figures mean. They mean that our people, out of their poverty and thelr faith, have, in obedience to a conselentious scruple, upreared a system of schools at a cost which staggers the Imag ination. If we could make use of the pub- lie schools generally and divert this money into colleges and universities instead of into primary schools we should be able to cstablish each year a university more richly endowed than the University of Chicago; and in halt a century we should have such universities sprinkled over the whole country in every state of the union. T belleve that you will agree with me that, whether the Catholle seruple is well founded or not, it Is worthy of the admira- tion of all who respect manly character and loyalty to conscience, and that in view of all the clrcumstances it is the most re- markable fdct In the current history of our country.” The cosmopolitan character of the stu- dents of Notre Dame is plainly shown by the personnel of players who took part in the Junior club eomedy. In the cast of twenty, thirteen stAtes were represented The university has on its register students from Canada, South America, Japan, China, Cuba, Porto Rico, the Phiiippine Germany, France, Austria, Belgium, Ire- land, Italy, Russia, Mexico, Spain. When students are in any number from any for- eign country they immedlately form into clubs, and without endangering thei knowledge of American spirit they keép altve the spirit of thelr own country. Al- most all the states of the union are rep- resented.-by clubss , The Oat! Mave Root Frist % ‘Lindsay” for city councll. Vote Fischer, council, 9th ward. Dewey for city alllh adv Volimers, expert clo®¥a fitters, 107 8. 10 Vots for D. A. N. Chase—all wards. Adv. Audelph ¥, Swobeds, Public Accountant Tiank B, Stome; ath ward counell.—Adv. Mew Wateh Chains-<Edholm, Jeweler Rinehart, photographer, 13th & Farnam. @e0. D, Ries, councilman 9th ward.—Adv Menry B. Ostrom for councilman Sixth ward.—Adv. J. P. Jaokson is the best man for coun- cll trom Second ward.—Adv. Vote for George P. Grabe, 2420 &. for councilman, Second ward. J. Laurte Walinos Taiks om Art—]. Laurfe Walace will address the Omaha Philosophieal soclety Sunday at 3 p. m. in Baright hall, Nineteenth and Farnam streets; on “Art." Henry B. Ostrom for counciiman Sixth Equlalle M rdv The Utmost in a Soda Cracker Crisp—dainty—flaky—pure and always fresh. That's why Takoma:, Biscuit are the preferred Soda Crackers by all housewives. ) contest took But let the biscuits themselves—by their taste—tell you how much, better they are than others. L5th, session extends 2% to August 6 college of liw which cover ten They are made in amillion dollar bakery—in white tile ovens, on the top floor. Thewhole baking room is flooded by air and sunlight. Then they are packed in triple-sealed cartons to keep out dust and dampness. s Takoma Biscuit are at your grocer’s—two sizes—&c and 10c. IQOS E-WILES giscurr comPaNy o fe -Policies, sight drafts at Ne#i nanager, Omah Vite Goouiey T. Bracker for re ton for counciiman fiem Sth ward. Adv Vote Tuesfay for T. B, Norris, the Shoeman, for councliman for the Ninth ward.-Adv. 1f Lindway of the Twelfth is sént to the ¢ty council he wifl ot be an experiment Ue has the qualifications now. Adv. W. . Thomas, 303 Firat Nationa: Baok ends micvey ou Omaha réal estate of §9, tn 3250000 Prompt servioa Tor Wage-Earpers the monthly rep mant plan of hoine loans is surest, cheap- *i1, quickest. Nelraska Savings and Loan Association, 1603 Farnam street. Oreighton Law Commencement—The foarih annual commencement of the Crelghton College of Law will be held it the Rome hotel May 15. Heorace E. Deemer, chief justice of the supreme :ourt of Towa, has accepted the invita- 10n to deliver the address to the grad- uates. He Good Berth for Young Lawyer—Joseph R. Subivan, who graduated from the Orelghton sCollege of Law last May and who has been engaged in the practice of aw at Casper, Wyo., has just been ap- poluted @ member of the commission for he revision and compllation of the Wyo- ming statutes under an act passed by the legislature at its recent session. Mr. Sullivan will work in conjunction with the attorney general of Wyoming and expects to be busy at his new task until July, 1919, Puro Tood Law. el Son n Bake Day --and on every other day you’ll experience a thrill of satisfaction if you use Loose-Wiles Bisouits and Crackers Comply Wiih the Nebrasks Educational Notes. James C. Hepburn of ast Orange, Princcton’s oldest living graduate w 4. Graduated in 1832, he was for many years a medical missionary in Japan. Prof. Persinger of the department of American history has arranged a series of lectures on Lincoln and his times which he will give in several towns in the state during the Easter vacation, Prof. Bliss Perry of the English litera- ture department of Harvard university has been appointed to lecture at the University of Paris under terms of an exchange ture fund estabijshed by James Hazen Hyde of New York. Plans are made fo observe Arbor day at the state farm thfw'year, and the fden of planting memorial,Lrees there.each year has been suggested., The details are in the Dr, Kearney Military Academy A boy's progr tort 'ana the latevest snd study. We first make our boys comfortabls, then make thelr work int rlllln‘,.rl healthy outdoor sports and soc! uens. Our discipline and training tend bulld charact ence, punotuality, of responsibility. Tharou, tnstryction; ton; large gymnasium; bulldings. catalogue, HARBRY ¥. RUSSELL, Flead Master, Kearney, Webraska. healthful odern, Nebraska Military Academy LINCOLN A Mutary Boarding Schooi (v boys, now located for the winte: at Fourteenth and U streets. All de- partments are in full operation. A lace for bo) i3 ! A TBublts Sehoots, o sntrancs examinations sre givel regular class work is supplemented by in- dm‘ul instruction; back work ls easily made up. Puplls’ are recelved at 1 from’ fIfth o twoIfth srades. inciu: sive Write for Catalogue. B EAYWARD, Superintedent. Lincoln, Web. Information cencerning the ad- vanlages, ¥ extent of our- riculum and other data about the best schools and colleges can be obtained from the caool and Coliege Imformation Bureav of the Omaha Bee All information sbsolutely fr. and impartial. Catalogue of any particular school cheerfully fur. nished upon request. GRAND ISLAND COLLEGE Regular Musie, Art, fered. Healthful erate. about the - GRAND ISLAND, NEBRAS! college preparatory co. nd Commercia) " ue sent on requ m:::: THIWO::COTTBCHOOL 2 Buaicn, ‘i sdalion t scholarsh versities. Intreductory lesley, Vai westein feferences requind. be sure Medal Flour, This i» lmportant, ess depends upon his com- e takes In his work ovide fune- to ‘create habits of obedi- neatness and a sense Icea- m fireproof Write today for Hlvstrated o o L. Washhurn-Crosh)'s Geld 20 to 19 and now it is up to the facuity to play the yictorious team. The tennis courts were put in use dur- ing the few warm days of the last week { These cement courts are very fine and it does not take long after a raln for them to dry off sufficlently to be used. The Kearney Military Academy Cadet band made its first appearance Friday af- ternoon at company drill. The arill was most over when the band came marching on the campus playing a stirring march. Rousing cheers greeted the band when it | had finished its selection. The band will | be In good shape for work when dress parade beings In the later spring. Lust Sunday afternoon a lively hare and hound race was run over a s-mile coure near the.school. There were four hares and about a dogen hounds and the chase was a pretty and close one. This has created . gaod deal of mterest in this kind of sporf and will probably lead to | P more chases hefore the close of the school year. The class fn woodwork under Prof. Me- | Bachron ve been doing some handsome work during the last ‘month as severa! | well made foot stools of beautifully grained | oak will bear testimony to. A larke number of cadets are trying for places on the track team and some very creditable records mre being made fof this time of the year. The following appointments and advance- | ments In rank were made during the last week: Cadet Sutherland, corporal; Cadet Marble. corporal; Cadet Nigro C., corporal; | Cadet Hay L., eorporal; Corporal Martin, third sergeant; Corporal Blalr, color ser- Corporal Griswold, sergeant major. The Founders' day exercises and dance | will occur on April 15, this year, and it | is expected that a number of last year's graduating class will be present that time. at Kearney Normal News. | The base ball contestante are regular practices prepsratory them places on the team Invitations have heen sent out for the annval cxhibition given by the kinder- | garten under the supervision of Miss Anna | Caldwell each year. i Dr. W. A. Clark and Prof. M. R. Snod- | grass were In Lincoln Thursday and ¥ri-| day attending a meeting of the Nebraska Schcol Teachers' club. Dr. A. O, Thomas was Thureday, where he addressed a meeting | of the teachers. He visited Central City | on Baturday to speak before a teachers’ assoclation At a meeting of the Dramatic club last week It was decided not to stage the two | plays in Eim Creek, as wis intended. The | work increages during the closing days of the year and the students thought they could mot well undertake to make all the preparations necessary In the production of plays outside of Kearrey. Prof. H. O. Button spoke at chapel last Wednesday upon the pure food laws and the methods of fcod adulterations WILSON PITIES SONS OF RICH. holding | to assigning in Rridgeport Princeton President Sees No Ben for Them in Universities. Pity for the sons of rich parents who go | in for a university education was expressed by Woodrow Wilson, president of Prince- ton university, in a lecture in the Tempie Rodeph Sholom at Sixty-third street and | Lexington avenue, New York City. He spoke on “Americanism,” and, after say- ing this country has no standard of musie, | literature or art, he discussed the fate of | the sons of the rich | “The rich man's son in & university {T. H. Stone, | Sidney, | Glenwood, second; Barle Warner of Emer- | Biutes High school, and M Dr. Wils said is an object of Ly relher (han of envy, because such an | The studenis of the department of archi- tecture spent almost all of the last week in Chicago at the Art Institute in study- ing the exhibition of the Society of Amer- fcan Architects. Accompanied by Prof. Adelsperger, head of the department, they made a tour of inspection of the principal buildings with the view of getting a cloger knowledge of modern architectural engi- neering. By submitting reports of the trip they wiil be given credit marks based on the thoroughness of the report. In the peace oratorical contest to de- termine the representative of Notre Dame In the state contest, Francis Wenninger of Indiana recelved first place from the judges. The title of his oration was “Rea- son versus Force" It was & strong pre- sentation of argument favoring arbitration in any international difficulty. TABOR COLLEGE. Activities Preceding the Close of the Winter Term. The regular March meeting of the board of trustees of Tabor college, Tabor, Ta., j occurred on Tuesday, March 16. The board directed Dean Johnson to spend four days of the week In the field during the spring term. His time will be occupied In visit- ing high schools, churches and associations {1a the interest of the college. The plans for a summer school Were ap- proved. This will be a four weeks' session, beginning on June 3. It will include in- struction in the branches required for a first-class county certifieate, including also the commercial department and nermal school music. Plano and volce will also be offered by a part of the conservatory faculty. This is the first attempt to hold such a school. The faculty will consist of Prof. Gllllland of the commercial de- partment; Miss Jewell, profpssor of blology; professor of the schools at Randolph, and two other teachers yet to be selected. Plans for strengthening the normal de- partment were discussed and referred (o a committee for action, and also plans for Incteasing the endowment. It is almost certain at this writing that | & new president will be selected at June meeting, i not before. Miss Pauline Englemann, instructor in violin and plano, gave the fourth recital of the artist course on Thursday night, March 18, playing a varied program, and assisted by Miss Loulse Langland, instruc- tor In voice ¢ulture. Miss Englemann cap- tured her audience by the sweetness of her tone and her artistic rendering of her selec- tions. Miss Langland's work was up to the high artistic standard of her previous #8olo numbers. On the afterncon and evening of March 19 the annual high school declamatory con- test was held under the auspices of Tabor college. This was participated in by eleven schools, with thirty-one contestants. The the | winners in the threee classes were as fol- lows: Humorous class, Miss Mona Luts of first; Mr. Bernard Gunsally of son and Miss Florence Lookablll of Mal- vern, thied. Oratorical class, Mr. Christie McCormick of Hamburg, first; Mr. Merrill Myers of Glenwood, second; Edison Moyer of Tabor, third. Dramatic class, Miss Fan. nie Linville of Glenwood, first; Miss Jennis Laird of Tabor, second; Miss Dagmar Honnette of Shenandoah, third The contest was attended by its usua! large audience of nearly 1,000 people, half of whom were from out of town. The selec- tions were of a high grade and the render- ing of them of such uniform excellence as to.make it a very close contest. The Judge were Rev. H. R. VAn Auken of Ashland, Neb.; Prof. N. J. Brindley of the Council Kate Arnola of Atlantic, Ia. The musical uumbers were supplied by hands of a committee consl Coupland, and Profs. Burnett, and Bessey. The plan was suggested by Regent George Coupiand. Lewls Nathaniel Chase, and formerly a student perative lterature at appointed in and’ tutor Columbla, has beer the faculty of letters of the University of Bordeaux for the ocademic year. He has becn asked by the university to offer a course open tc the public. “This invitation Is only to holders of the doctcrate Girls in the high school at Brookiyn I & mew study, nothing more nor less a study of the sclence of boxing mothers do not take very kindly idea cf thelr daugkicrs héing taught such things and objected very seilously whor the a sparring attitude. The girls, of courss think it very great fun, and will, no doubt s00n be the equa contesf The bolany department s most_every day, calls for y accept rositions elther as instructors Along the line of research work receiving or culiure and the eastern college positions are offered. Dr. y work to fill the positions take the work in botany of work. “A number of the material within view for yvears gether. From plllar to post, from clergy man to layman, from professor to tician—this man has one thing In his favi that one another, but almost no one com tion to be persuaded. dent's position Is a difficult one, and becoming more and moré so as the €0 by. Sometimes it would almost to come to this, that sh all expected of it tem must be done awa the office be made collegiate. 1t man could be given all the atrictly mic dutles, to another and to a third the public Next year the univ new commandant of c of Captain John G. Workiger at the end of the present year Btates army officer is appointed to position for a perlod of three years. may be allowed to stay for a vear longer. | But no officer is permitted to be away from his regiment longer than a period of four years, with a vear's service them. = Captain Wurkizer is now acade speaking."” ty will as the will A the end of the school year his regiment, Company 1, at Fort Assinfboine, Mont, 0 to where he will join Second Infantry In 1911 he ex the Philippines with th they will serve for tw Captain Halsey ade application for the position regiment, and a half years, ha plication is being considered Material in Court House Retaining Wall Asked by Dr, A, W, Clark. Rev, A. W. Clark Child Saving Institute, application to the has made county Saving Institute’s new bullding. |“The grounds upon which we make application are that the institute ways co-operated with the county ing bear the county burdens, ! Clark. “For years, every day 5 days of every year, the institute sheltesed and fed children that were county cases and without this shelter fur nished by the Institule would have been in the county hospital. In the very nature of our work the Institute stands by itself in its relation to the county, be- cause we alone are prepared to do the work that otherwise devoives upon the county, and therefore we feel justified in | making the above appeal for this material, | waich is county material” thls has al- in help says Dr ing of Regent Emerson late professor of Bnglish In the University of Louisville in com- coming extended to the saw the young women standing up in of their brothers in the al- ung men to These calls come from the Department of Agri- and good states that not men enough qualify in botanical Many womeén nd are excellent students. he says, but the government and most of the colleges prefer men In this line institutions are begging for presidents,” says the New York Globe. | “And some of them have been going over to- poli- s the required virtues with the inclina- Your college presi- i oars seem if the presidency is he aingle- | with and would not be difficult to fill the office If (o one superintendent of the | formal | \‘w)mmlllhlu")l‘ for a donation of the stone In the old re- | taining wall of the court house to be used | for the foundation walls of the new Child | n a class | N ] h n Your bread will be caten with greater relish and your cooking receive more compli- ments than ever before. There’s a vast difference in grades of flour---Bulte's Best is the best that's milled-~-try once on our say-so. Then let the flour itself decide what the next sack shall be. Accept No Substitute it just 1| Is it Specific? the financial work, | have a | term expire United the and | with serving | his fourth year at the university and after | Yates ‘ of commandant at the university and his ap- | STONE FOR _CHILD SAVING ! Test No. 2 Of a series of Ten tests whick an advertiser should apply to every advertisement before he | publishes it. during the | The complete set mailed upon addressing John Lee Mahin | 125 Monroe St. | Chizago has How to Test a Newspaper Advertisement An advertisement which does not bring out individual features of the store and of the article advertised is almost as much help to competitors as to the institution paying for the space. On the other hand, an advertisement which exploits distinctive features exclusively, is likely to create an impression of freakishness—a feeling that the advertiser is placing undue emphasis on merely talking points. The best test of whether an advertisement is specific or not, is to substitute the name of a competitor. If the advertisement is just as effective over the name of another house, a little individu- ality should be instilled into it. A specific advertisement meets a condition squarely as it is, instead of dealing with it as it ought to be. It should give a definite reason to attract the prospective customer’s immediate attention as well as to justify its appearance from the view point of the advertiser. It should so concentrate attention on the article advertised that the reader is completely absorbed in and unconsciously obtains a clear com- prehension of the story itself rather than impressed in any way by the manner in which it has been told. If the cleverness of the ““copy,” the brilliancy of the language or the vividness of the illlustration diverts the reader’s attention from the article itself —the advertisement fails to fulfill its real purpose. To produce an adyertisement which is ently specific often requires much time and thought. . The o;l{ way to accomplish this is to write it experimentally, and if it does not stand the test, keep on attempting and testing, until the desired result has been accomplished.