The evening world. Newspaper, May 20, 1922, Page 13

__ THE | EVENING WORLD, SAToRDAY, MAY 20, 1922, T RAE. EVEN ENG WQ RILD'S COM Binet & Wowie tee 1 b. FANN Ie THE LOVE STORY o BUS NESS Gin WHO'S WHO IN THE STORY. SUSAN ALICE MEADE, suddenly injected into the business of the Maple Leaf Ice Cream Company as advertising manager under the impression that she was a “coming” young man. MILES WILLARD, President of the Maple Leaf, enthusiastic, courageous and appreciative. DAN MAHONEY, manager of the Maple-Leaf plant. FREDERICK LEDDER, advertising manager for the Wiley Ice Cream Company, the powerful competitor of the Maple Leaf. DONALDSON, salesman of the Maple Leaf—just a regular hustler. UNCLE MILES, who doesn’t appear but who is quite essen- tial to the story. HB letter was well typed, I crisply phrased, business- like, impersonal—all but the postscript: “. . and the contract is thoroughly satisfactory. I shall arrive Friday the eighth, and if conventent should like to confer: with you Saturday, I shall then be ready to go to work In earn- est Monday morning. “Thanking you for your tesy and promptness, T am— “Bincerely yours, “B, A, MEADE, 8.—It Is only falr tor tell If you cour- be you that Iam a woman, don’t want me on that account, please wire me right away “Yours truly, “BUSAN ALICE MEAD®,” “Well, I'l be hanged!" Mr, Miles Willard, President of the Maple Leaf Ice Cream Company, looked over at Mr, Dan Mahoney, manager of the Maple Leaf plant. ‘Would you ever have thought that that young Chi- cago fellow who wrote those ‘Don't keep a race horse on @ pack mute’s fob’ ads and the ‘Well, why not amoke tobacco for a change?’ was & furan Alice?" “Susan Alice!’’ Dan turned to re- gard his employer with open-mouthed amazement. ‘a bet a dollar his first name was Sam. And we've hired A Susan Allce for an advertising man: Busan Alice!’ He sat for some mo ments stunned to silence. ‘Well, I'll het you two bits,’ he finally offered, “that she's more Susan than Alice. T had an old maid Aunt Susan once ‘This last feelingly. When Miss Meade a one-storied red-brick ™ on Saturday, howeve right to both her names. Susan in the slim straightness of her dark suit, the smart plainness of her hat had doubtless cost five times as much man would have guessed), rectness of her approach rived at the ple Leaf plant he proved her She was (which s a mere in the businesslike di But under the smart plain hat her hair was soft and wavy; and under businesslike phrases her voice Excitement sent a her trembled a little. sudden hot, unbusinesslike color sweeping down to the plainness of her collar. Oh, Susan had done her clever, professional best, but in spite of her efforts, something still remained unquenchably Alice wave of severe Ma that It was Susan who assured Mr honey, impersonally, pleasantly, anywhere he could find room for @ desk for her was quite satisfactory It was Susan, also, who listaned with alert, intelligent respect to Mr. Miles Willard while he explained that the Maple Leaf Company was an infant concern, that the ice cream could ‘not be placed on the market for two months yet, although, of course, the advertising was to be begun at once, that the huge Wiley Ice Cream Com pany would be their only competitor, and that, beyond her year's contract he could promise her nothing; her fu- ture would depend upon the future of Maple Leaf Ice Cream It was Alice who fell in love with Mr. Miles Willard while he was still explaining the State ice cream laws, long before he had reached the re- quirements as to the percentage of butter-fat, She would not have ad- mitted this to herself, of course “The Wiley plant ts just over State line,’ Willard said, ‘‘and law there lets them get only five per cent. Then they their five per cent. 4nd sell it, though any manufactured in this State has to have eight per cent. We're going to have twelve, I've had the thing to the last fraction of a cent the the away with ice cream in here ten or looked up und we can afford to do it and still sell at the same price as Wiley's. ‘They making tremendous profits."" “Quality will have to be the udyer- run MIAPLE tising angle," decided Susan “I wonder if he’s married * thought Alice UT Miss Susan Meade, start ing work next Monday morn Me. was as pleasantly erivp ant busiriesslike as the white linen collar and cuffs on her well tailored triggtine dress. Dan Mahone Whose desiladn- the large, bare office room was! bily “Kix feet from her liked her at once, and chuckled when he saw how she put the new Maple Leaf salesman—a fresh young man with a vaudeville quotation wit—in his proper niche. But when Donaldson, this same salesman, suggested to Willard that the brick ice cream be made not in the customary laye leaf of the contre but with a maple ting flavor running through the brick and showing on each slice, Susan was hi¢ most en thusiastic supporter “If the molds don't make the pro ess too expensive,’ she urg “it would be wonderful advertising. Think of it, your trade-mark on every piece that is served!" The idea became a Maple Leaf coin pany fact. Susan selected the design to be used for the counter advertisements, chose the lettering for the street signs, wrote the copy for the advertisements which began appearing in the newspapers. “It's like the orchestra playing be fore the curtain goes up, isn’t it?’ e observed to Willard. ‘We've got to get the audience all excited about Maple Leaf ice cream before it comes on the stage at all.’ Occasionally, Susan and the Pre: dent were left alone in the, bare office. The stenographer was still neec mornings, sund Dan, of cov nt a good deal of t in the plunt of the inspecting each overseeing the placing ten-gallon freezers, Wii CREAM i] (Swertnes RT’ new arrival of containers. Donaldson was out most of the time, and the bookkeeper, whose work still light, went home of an afternoon. It was on these occasions that Susan had the hardest time keeping Alice préperly subdued, for the conversa strayed: A ‘little into more per sonal lines. “My capital,’ be told her confiden tally, one afternoon, “comes from my uncle. He's a husky fellow of fifty, and he suid to me one day, ‘If you want to take yourishare of my money right now and Idee it in some busi- ness, go to it.’ So I may be doing it,"” Willard grinningly admitted, “No, you aren't going. to lose it,'’ Susan Alice insisted. “You've gone into the business too thoroughly be- was tion LEAF TEST “IF YOU SEE THIS SIGN WHEN HE TAKES YOU IN FOR A SOD SUNDAE HE IS THE KIND OF MAN JHE BEST.” enough the sdmitte 1 every aide, They never had one bit { of real competition in the city at all. And the Wileys don't make good ice The first time I tasted their stuff I knew there was a market for some good brand. I used to drive the truck around some of those hot days and try to figure out how I could get hold of money enough to try it, and when I was in a new town-J'd know 111 about the ice cream company that covered the place, even if f didn’t seo the town hall,” cream. ND on another'day, when a chill spring rain beat against the window panes and Will- ard set the little electric stove to glowing cheerily in the gray office, the conversation began with advertising. The President was look- AOR WHO ALWAYS BUYS A GIRL me over some of Susan's A copy “A womun of th ld in epleure ere bears witness the 7 ae Giscrimination which cons with wide social experience and polse; her cook must understand the piquancles of coriander, chervil, rose gerantum leaves; her steaks must be broiled live coals, her salads dressed mported olls, her tces rich in quality, exquisite in flavor.’* over with “The only sign of an advertise ment,’ Susan Alice explained, “wilt be below, in very dignified type, ‘Maple Leaf Creams, Ices, Parfaits, Mousses, May Be Ordered Through Your Caterer or Direct from Us. ‘Telephone West 4287." That until the ice cream is the girl ex- won't appear really on the market,’ ined ‘es, but isn’t this appealing to a pretty limited class? We can't stick to the families that have cooks and erers, you know, und make any oney out of the ice cream wan luughed Of course not! ‘This isn’t aimed ut the women who keep cooks, but { the women who hope to time nd that's pretty nearly all women \ woman of the world py an likes to think she’s that Willard’s face lighted in unde tunding “You're really appealing to her van “OL course! She may not know cor nder from cornucopia, and her hus hand may like his st fried —but ing to get the impression Cat Mat Leaf ice cream prett Willard read t) py throug nh, carefully, se What's chervil?’’ he asked at last you be sure inad “Blessed if I ever tasted of it."’ Susan Alice's gray eyes twinkled. “It's seasoning,” The twinkle deepened. ever tasted it, either.” “Of course,—she turned earnest again—I'm not keeping to that kind of advertisement alone, I'm going to run in the Sunday Jour- nal, They are going to ‘have nearly @ page on the Pure Food Commission, and this will be on that page. It's headed; she explained. “Blessed if I “*Are You a Real Judge of Food?" “It goes on: ‘can you tell by the taste of ice cream, for instance, whether the sweetening is sugar or glucose? Can you estimate fairly accurately the Percentage of real cream used? Can whether the flavoring is from fresh fruils or from some chemical imitation +f you ‘are au veal vonnolaseur, you will appreciate the new Maple Leaf ice cream, If you are not, its trade-mark is your prote Willard nodded in approval “Sounds good | wmitted. 8 BUSAN replaced the top sheets on her pile of manu- aeript ed her curtis ously ‘How did tuke up advertising?" he asked “DT started out t nishing ‘the seminine siaut 4 Thad a suitor who idvertising man, and he was ulw s my opinion en this or tt 1 it bought nine-t e sold, either directly ly, and eo he wanted 1 t nin slant on‘all Susan nod He w a cory smart 1 t 1 realized how atue he understood how a wont ao's mind worked. And | gut to thinking that a woman writing adver- «ising would have a tremendous ad- vantage in that sort of work, So I decided to try it.’ She went on with « half-timid eagerness: “I'm sure that more women than men decide what kind of ice cream is bought—even if a man is taking a girl into a drug store for a sundae, he takes her to whichever drug store she likes best. Amd the man drug- aist or confectioner ts influenced by that." There was a little silence then in the office Then Willard asked; “And what happened to the suitor? Is he still suit-tng?” “Oh, no. I trust he suits his wife now—he's been married these m moons."* After another silence, Willard and Susan went back to pure business. “We on Maple Luaf,” can create th ought toh & good chance ne observed, “It w market, | know 1 can We'll froth ind feminine slants on ought to make a x deliver oc have the masculine this deal—that combination Oh, it *My We've surely does!” sald si if we can just put jt over! HERE |s no knowing just how much of the future of the company was really decided that rainy afternoon, For this tel Willard repe without afternoon and a few others like it, Sisan felt Alice might not quite so intensely as Frederick Ledder'’s have did when offer came. Susan met Ledder at the quarterly Advertising Club. It April day t sand-colored suit, luncheon of the was a sunny Susan wore her very tiny and covered with Her ha her new sn hat violets new where it showed inder her hat, Was soft and black; he gray eyes were faintly purpled by the Violets above them. Cartyle, the d Ledder "This ip your Meade; Mr. 1 manager for Wiley'’s ice cream,"’ “a vival?’ advertising manager, ntroduee bloody rival, Miss ris advertising He was a big, imposing-looking man with an assured, imposing man- ner. He drew back Alice's chair, then seated himself beside her, and com- manded with a geniality that was half flattering, half amused condescension: “Now tell me all about it.’ Susan Alice smiled up at him un- der her violet hat with a decided dash of cool assurance “Indeed, I shan't tell you all,” she said. “I'm not at all eure that I shall tell you anything.” This was not the reply Ledder éx- pected. He was a powerful mai— Wiley's brother-in-law —he was*a tremendously sought-after bachelor, and he was rich by his own efforts while he was still young. And when, after stopping to speak to the club president, who had paused behind his chair, he turned back to Susan Alice, he was met by the curve of her slim sand-colored shoulder, the three-quarter back of her little violet hat, She was talking to Carlyle, om her other side. Ledder leaned across and tapped Carlyle on the shoulder. "Now, look here, son," he observed with jovial Insolence, “you just pay attention to your soup like a @dod little man. I'm going to talk to Miss Meade,” Ledder, as a big advertiser, was in @ position to speak this way to Car- lyle, and he knew it. But he had reckoned without Susan. “Oh, no, you're not,” she said good naturedly, ‘'—not till Mr. Carlyle qnd I have finished off this burning sub- Ject."" She glanced down at the steaming cup before Ledder. “You have some soup of your own," éhe reminded him. Y the time Susan Alice turived back to Ledder, their relation- ship had been definitely estab- shed. He was the one who was being favored; so long as he in- terested her and amused her, “he would be permitted to talk to her. After that—pouff! And partly be- cause Susan was young and pretty, but even more because the situation was so piquantly unusual, Ledder a cepted it, even felt actually flatte! when Susan allowed him to drive Ae back to the Maple Leaf plant in his low-slung, foreign built roadster. He asked with what was-really humility for Frederick Ledde “And when do I see you again “At the next Advertising Clul luncheon, if you go, Mr. Carlyle has asked me." ‘Good heavens, that's three months away “Three months,’* said Susan, “ise very short time when you're busy. “But I want to see you again long before that. Why can’t you have dih- ner with me some night this weel— anywhere you say—and then go toa theatr Susan shook her head, “I've matle ita flat rule,"’ she said, ‘never to mfx up business and social life."* “Oh, come now. That rule is as out-of-date as hoop-skirts.”* “Maybe,"’ said Susan crisply, its my rule, just the same,"* But after a moment, she turned with the friendliest smile in the world. "You know yourself it wouldn't do. working for a rival concern jot You can see how it would Jobk if T were to be seen about with the ads vertixing manager of the Wiley Tete fe) Company ‘This floored him for a moment only, “But you triumphantly “that you never mixed business and life. Now you're refusing’ « purely soglal invitation on purely buile ness grounds." “but I'm yours. sald," Susan smiled. “You're too clever for me to argue Mr. Ledder,"’ she said frankly, “But I know what | must and musty't with, do. Thank you for asking me—buf I can't go.” Susan held out a frien hand. “It was aice of you to bri Goodby." me ‘back And 1 smiling nod she disape peared into the red brick bullding. with cDDER saw Susan on the street the next Saturday af. ternoon, He caught a glimpse of @ tiny violet-colored hat and followed it for two blocks for the reward of a pleasant, Impersonal smile and nod, It was two weeks before he saw her again, for just @ moment in a theatre lobby, But these scattered meets were enough to keep Besides, the prelim- advertising of Maple Leaf fee cream was creating considerable in- the Wiley offices—quite In fact, to have worried the President of the Maple Leaf Compaay nad he known of It. As for Susan, she did not think or Ledder at ail, Donaldson came beek late every afternoon with new orders, her in his mind Inary terest in enough,