The evening world. Newspaper, December 9, 1922, Page 15

The Effectiveness of Certain Forms of Ad- vertising Are Dis- cussed With Enlight- ening Effect and Gen- unine Pith and Poirit. he Case of Lickman @® Shift Found to Have Its Counter- parts in Many Lines of Business Besides Skirts. By Montagu Glass. SEEN Marcus Polongin on the subway this morning, Mawruss,” Abe Potash said to his partner, Mor- ris Perlmutter. “He tells me that his brother Jake is now publicity ‘xpert for Lick- nan & Shift and Ss getting them ome wonderful vublicity outside “ suppose as oon as they hired aim he went to 7 ? workand got Lickman’s jewelry stolen on him, or maybe he had Shift reported as missing three days in an aqua- plane with the aviator, the me- chanic and two prima donnas, What?” Morris Perlmutter in- quired. “Well, I een it myself where the Daily < and Suit Regis- ter printed an interview with Lickman in which they called him Julius Lickman, the prominent , skirt manufacturer, and had him THE EVENING WORLD’S Chapter XXXVI. ON A BRICK BARGE. 6 ELL you what I'd like to do," ap Jamie, "I'd like to seo Hudson River a town a bare: the brick a lum! inging the mate to bui k's skyscrape “That v The fun!" Alice ¢ A and M thought it a novel pion 1 the lower end of the ach itiver quite, quite different is above 72 nor p park When they sat of the big having ount the bri¢ nately laugh- y little fox are them when out of the door © wbourd the } *s tried tos «e came lowed by e here?" Jamie swered the shy trio. on at in win- d to kn uch ast tor? Alice war “Not quite asm to have his publicity displayed in mountains.” ing rates, and no customer could use a lot of high grade words which, until he read the interview, Lickman didn’t know that they existed in the dictionary at all,” Abe said. “And what good ts all that going to do the L: & S. Brand Jupon Skirts?” Morris inquired. “It must do them some good, other- wise why would Lickman & Shift pay a good salary to this here Jake Polon- gin?” Abe sald, “That's what I would like to know,” Morris continued, “because It seems reasonable to me that if one of Lickman & Shift's customers gets a shipment of skirts in which only one skirt don’t hang right, y'under- stand, he is apt to say: ‘No wonder Lickman & Shift's skirts is rotten when Julius Lickman makes a come- on of himself, running around from morning till night, neglecting his business by giving out’ interviews or something. emingly, customers don’t figure at way, Mawruss, otherwise users of automobile tires, for instance, would say to their wives: ‘Remind me next time we need a tire that I shouldn't under no circumstances buy an Underslung Macaron| Tread Tire on account of the way they have got advertising signs painted all over the Adirondack Mountains and_ spoiled the scenery, y'undergtand,’” Abe sald. LET THEM PRINT THEIR PIC- TURES. , in a way, that sort of pub- {s legitimate, Abe, because a We icity whole lot of people considers scenery KIDDIE Around the World and What Alice Found they admitted, “In summer we can swim day. Away up the river the water is fresh, and down here it’s salty. But we don't care which it is, we have a swim every day.’ After a bit the mother of the three children invited Mumsie, Alice and Jamie in to ‘'see the house inside and have a cup of coffee.” Alice and Jamie were not permitted to have ectfee, which struck the other young- sters as queer, but did not keep them from showing thelr visitors the at- tractive features of the barge: the fox bell, the wheel house and the flags which they used to talk to people on the other harges in the tow. “What Is the wheel for? Alice, “To steer the barge," was the an- every asked “T didn’t think that barges had to be steer d."’ said Alice. ‘Don't tugboata pull them anywhere they need to go” “What If they do?” snapped Jamie, little impatient with her.* ‘When ile had to be towed, » even though the towing truck was doing the pulling? Barges aro the same." “The barge ahead has a tow light right in the middle of {ts stern, and at night, when we are going, my daddy steera this barge right for that light ThAch Che Way ho keeps direct! On the Us s of Publicity 66 HILE you may cuss out 2 manufeaturer for spoiling Adirondack scenery with W advertising signs, you've got to admit that he must have a lot of confidence In the article he manufactures when he ain't afraid such an attractive layout as a beautiful range of “If they manufactures a good skirt, let them say so in newspapers and magazines at regular advertis- paid his pro rata share of being informed how and where he could get a good article for his money.” “Whatever tho name of the disease fs, not only ee THE EVENING WORLD, SATURDAY, DECEMBER 9, 1992. Passed on to them’ the expense of making halftone cuts of the manu- facturer's favorite photograph of him- self. And the remarkable part of it 1s, Mawruss, that if you or me had such faces, we would hesitate about foreign travel or living in the suburbs on account of being obliged to have photographs of ourselves stuck on to Passports or commutation tickets.’" “I understand, Abe, that the brain doctors have some sort of name for the disease of a lunatic wanting to see his name in print or a picture of him displayed,’ Morris observed, “‘what- ever the name of the disease ts, Abe, not only have Lickman & Shift got it, in company with these here manufac- turers of safety razors, shoes and cough drops, but also, Abe, the the- ayter manager and Presidents of mov- ing picture companies also suffer from it. For Instance, Abe, If you see it In the amusement advertisements: REGINALD CHOLOMONDLEY presents and trustworthy, and that the writes of the testimonial recommended hint as 4 reliable and industrious pill mans ufacturer to anybody who suffered from spots before the eyes, dizziness, distress after eating and pains in tl4 back.’* THEY MUST BE GOOD LIKE: NESSES. “It's the same way with safety razors and shoes,” Abe continued. “al & safety razor manufacturer thinks that the shaving public are going t¢ uy his razors because he has a‘plo+ ture of himself with a black mous+ tache and curly hair on every pack age, y'understand, he puts himnelg of record as believing that {¢ anothet safety razor manufacturer comes along with a blacker moustache and curlier hair he is lable to run the first manufacturer out of business, not be+ have Lickman & Shift got It but also, Abe, the theay- ter managers and Presidents of moving picture com- panies also suffer from it.” “Nobody never went to see a picture because Jacob Fishbono was President of the company, just as nobody never took a liver pill because John Smith was President of a pill manufacturing company and 8 picture of him appeared on the box either with or without whiskers and a shaved upper lip.” competition with kick that he has “He's lable to make you think that, safety razors ain’t so much a matter of steel as of hair and that it would be practically impossible for a bald-headed, clean-shaven manufacturer to market his product successfully,” as vacant lots, y'understand, and peanut roaster let alone a skirt bust- Miss Mabel LaBia eadlptigarnad amie yscdbon ain't got no more objection to tho ness,’ in because he makes a better picture. Adirondack Mountains being dressed “‘Sure, I know, but it ain't thelr KEEP YOUR HANDS TO YOUR- “In fact, a razor manufacturer with up with advertising signs than they faces, it’s the principle of the thing,” SELF a mind like that Is lable to make you have to the electric Hghts on Broad- way," Morris said. mate overhead added to the selling “Also, Abe, while you may cuss out price of garments nowadays, Abe, @ manufacturer for spoiling scenery without loading that price with pald with advertising signs, y’understand, publicity of the moving-picture-actor you've got to admit that he must have kind. If them two crooks manufac- ‘a whole lot of confidence in the article tures a good skirt, which they don’t he manufactures when he ain't afra'd y'understand, let them say so in news- to have his publicity displayed in com- papers and magazines at regular ad- petition with such an attractive lay- vertising rates, and no customer could out as a beautiful range of moun- kick that he has paid his pro-rata tains.” share of being informed how and “But what I object to, Mawruss, {8 where he could get a good article for the kind of publicity that Lickman & his money. Shift are paying Jake Polongin a big “But it's getting money under false salary to give them.’ Them two ‘g- pretenses when Lickman & Shift soak nerammuses has eot an {dea that @ customer by loading their prices they can get the public as much in- with what it costs Jake Polongin to terested in them as if they would be make Julius Lickman out to be a col- popular actors, opera singe’s or fid- lege gradawate with Interviews about ders, Abe, and the first thing you financial conditions; whereas Julius know, Abe, they are going to fire didn't even go to night school and he Morris said. ‘There's enough legiti- think that safety razors ain't so much @ matter of steel as of hair, and that it would be practically impossible fot & bald-headed, clean-shaven raxot manufacturer to market his produc! sfccessfully. . “On the other hand, Mawruss, if you give a certain shoe manufacturer credit for any talent in the way of merchandising shoes, he believes that the sale of shoes is stimulated when the manufacturer ix bald-headed, otherwise why would he spend thou- sands of dollars a year printing. 9 portrait of himself with about as much hair on the outside of his head than there fs on the inside of a summer you naturally think that Reginald Cholomondley fs such an experienced theayter manager with so fine a repu- tation for putting on high grade plays that just by mentioning his name in the advertisement, y'understand, the public gets a guarantee that the play they are going to see is a first class, A-number one, crackerjack plece of work, whereas only about one-tenth of 1 per cent. of the people who go to see plays recognize the name at all, And of those one-tenth of 1 per cent., nearly all of them know that Reginald Cholomondley's right name is Max Krausmeyer, that he used to run a steam laundry in Pottstown, Pa., and afterwards acquired a half interest in the Albaicin Dance Hall and Liquor Saloon, corner of Great Jones Street and the Bowery, where he lost his “ON ACCOUNT OF THE WAY THEY HAVE GOT ADVERTISING SIGNS PAINTED ALL OVER THE ADIRONDACK MOUNTAINS AND SPOILED THE SCENERY.” clusion that you must be terribly ig- mat pr how or w or Jake if he couldn't get their pictures handles the English language #0 right eye in a running plstol fight Merant on account of never having Abe commented, “which nobody hotel bedroom hair mattress?" fn the paper along with Charley rough, y'understand, that only a pre- with the police.” heard about Jacob Fishbone before. never went to see a picture because hig ne a ast (ep poate Chaplin, Douglas Fairbanks and Mary scription clerk could read his hand- “It's the same way with some Pres- ‘At the very least, you figure, he Jacob Fishbone was the President of _ Maybe he figures that by publis! Pickford.” writing.” {dents of moving picture companies," Must be a sort of combination of the moving picture manufacturing Ing a fac-simile of his signature with “Any competitors which has got Morris continued. ‘They swell the David Griffith and Gattl-Pasnzza, company just as nobody never took a his portrait, he could always get faces like Lickman & Shift {s welcome WHAT DO THE BRAIN DOCTORS Cotte cit noving pictures with y'undgrstand, whereas the truth {s liver pill e John Smith Was checks cashed in a btrange bank just to try that kind of publicity so far CALL IT? display advertisements when they that Up to within eighteen months he President of the pill manufacturing t by showing the paying teller a copy of the advertisement,” Morris said, “provided, of course, that the pictures of them advertisers looks at all lke Was a member of the firm of Fishbein company and a picture of him ap- & Blintz, pants manufacturers, and peared on the box either with or with- his only equipment for going into the out whiskers and a shaved upper lp. moving picture business was despair . “In fact, Mawruss, the pill manu- over the pants business going bad on facturers themselves don't belleve it, as I am concerned, Mawruss,"’ Abe re- plied, “in particular Julius Lickman, which the way that feller looks, Maw- russ, a criminal just out of Sing Sing, with no time off for good behavior, man & Shift ain't the only say: ones which has got that personal pub- THE SUBNORMAL MOVING PIC- licity idea, Mawruss,"’ Abe sald, “and TURE CORPORATION it ain't exactly a new thing nelther. , Cough drop manufacturers, safety Jacek Fishtone, President would hesitate to go as partners to- razor dealers, popular price shoe store Presents account of the American public wear- otherwise they would print testi- them." 2 gether with Lickman in the safe blow- proprictors and others has kidded “WHY MEN LOVE BLONDES” inc pants of the same material as the monials from satisfied customers that — “I think they must," Abe con+ ing business. As for Harris Shift, themselves into thinking they have , gTyYLEPLUS FEATURE FILM °o#t_and vest." they had known Mr. Carter or ifr, eluded, ‘They all look Itke suclt Mawruss, he don't look to me as if ha such interesting faces, Mawruss, that “Well, after all, it can't do no play Reecham for years already, and that dubs." would have enough brains to run a their customers is willing to have and right away you come to the con- or picture much harm, Mawruss, no he was a good, family man, honest KLUB KORNER SATURDAY SPECIAL FEATURE Copyright, 1922 (New York Evening World) Press Publishing Company). “THE YACHT RACE”—A Christmas Game... H™: to Play Yacht Race.—Throw (Copyright, 1922, by The Bell Byndicate, Inc.) CONDUCTED BY ELEANOR SCHORER i By Frank P. Flynn Kiddie Contributions dice once only and take a post- tion, corresponding to the $ number thrown, on first Hne; then follow arrows in direction indicated. If the player throws 1, he starts from space marked 1 and advances one: If ©. SNOWFLAKES. One night while I was in my bed I watched the snow fall from overhead. he throws 6 he starts on space 6 and r hen he the snowflakes dainty gavances six. ‘This will land him on and fair, RNs And dreamed I was with them, up Space marked 1, so when next his in the air, turn comes round he will move one They danced and danced tit they came to the ground, But as long as they danced there wasn’t a sound. And all of a sudden I shut my eyes tight, And still 1 could see them all through the night, My thoughts floated then from the snovwfla fair Away from the winter beauty rare To all of the Kiddies and Cousin Eleanor, To the dear Kiddie Klub which I truly adore. space, and so on to the end of the game. On tacking into space with two or more arrows, player may choose the direction in which to pro- a ? ceed. But player must round each | Am buoy in succession, It will be found ¥ ry - oN <a e/a ont 2 ee Se eS A i . that if a player chooses his course S unwisely he will round the different By buoys two or more times before ek ing on right course, You can make the race as many times around as you | , : please and as ma six may play. y é night's Make counters out of cardboard and color them different colors, so that ily distinguished from d, yellow, green, blue, black and white are good colors to use. free ty | Kiddie Klub Ticket Coupon { Fre Members | For the Big Christmas Show | Members Members Must Fill Out This Coupon If They Wish to Obtain Tickets to The EVENING WORLD KIDDIE KLUB'S Seventh Annual CHRISTMAS SHOW To Be Given at The CASINO THEATRE (Courtesy Messrs. Leo and J. J. Shubert) Broauway and 39th Street, New York City On Thursday Morning, Dec, 28, at 10 O'Clock they may be By CATHERINE MURRAY, Age 12. one another. 1 New York City. Name... Address. ...+++ ABO. vc oscses » Certifioate No...... eoee Please be sure to Inclose self-addressed stamped envelope, Adults will not be admitted without children. Children under thirteen years will not be admitted without adults. Children found sending two or more requests for tickets will for- felt their right to all courtesy, line."* “And the batge in back of us docs HOW TO JOIN THE KLUB. the same," the younger boy said. GUT OUT THIS COUPON, “And the steamer tug up in front Bocinning witb any has four lights on her mast, one right 1 above the other,” volunteered the girl, “Why four?" “To tell the otlier river boats Just how many barges she has {n tow."* These were new and interesting things to the clildren, and aa they hurried home they planned how they would surprise tho Pirate with thelc new knowledge when next they went a-sailing with him in the Good Ship Makehelleve, number members: th wa and membership certificate COUPON 1,035, | | | ] }