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Playing Up"

When the fruit man hawks through e alley of a morning, he does not ya catalog of his cart. He calls rticular attention to the absurd price r which he will part with his bananas Hay, or to the utterly ridiculous figure has set upon his prunes.

When the publisher takes his wares market, a similar selling psychology aches him that announcement of his ble of contents has nowhere near the agnetism of a striking hint, a single aphic stroke of advertising along a pular line. Depending on the elevaon of the publisher's mind, this stroke ill be "high" or "low"-something bereen popular religion or popular sexbrilliant, mental contortion, or a vular, scandalizing distortion. Very, very dom will the stroke be accurately inIcative of the nature of the table of ontents, or even of the nature of that ature in the table of contents which ggested the stroke.

During the past fortnight, magazine blishers crying their December wares the public prints, gave many persons contemplate how far necessity had hooled the publishers in the gentle art i "playing up." Many pondered the estion: "When does 'playing up' le's wares become misrepresentation, nocuous or otherwise?"

re

Came the publishers of Liberty, for cample, "playing up" articles about Woodrow Wilson by Editor William llen White of Kansas. Said the newsiper blurb: "That Whispering About Woodrow Wilson's Love Affairs," etc. ixtaposed with the eminently onsible name of the editor of the mporia Gazette, this blurb was irrestible. Yet in Editor White's article, hat whispering about Woodrow Wilon's love affairs" constituted an entirely econdary element of interest, and refence to it occupied scarcely an eighth f the article. Friends of Editor White ere irritated to think that the publishrs of Liberty had thus misrepresented im, since his purpose in mentioning that whispering" was rather to squelch than, as the blurb sought, to bring it > life.

Again-came the publishers of The Voman's Home Companion, filling a hole newspaper page with tidings of new study of Jesus of Nazareth. The lurbs talked about Jesus with that triking familiarity that characterizes ne sermons of the Humanists. There as nothing misleading or misrepreentative about this, for it was the view f the article itself. Strictly orthodox olk were shocked, perhaps, and liberals elighted, to hear Christ spoken of as the most popular dinner guest in Jerualem . . . criticized because he spent o much time in the company of publians and sinners and enjoyed society 00 much."

What interested them more, however,

How

is a small newspaper,

was the statement that The Woman's Home Companion was publishing serially a new book about Jesus, written by "a business man" who had had certain vivid spiritual experiences. "A business man," said the blurb, and curiosity was at once aroused. A new man, evidently; someone unknown. Possibly he had a new point of view. This sounded fresh and worth looking into.

But when one opened to the story in the December Woman's Home Companion, however, one found "a business man" to be whilom Editor Bruce Barton, with the workings of whose mind one was already familiar. An earnest, sincere man, Editor Barton has a huge following. There are, however, many people whom he interests and inspires no whit, people who never would have bought The Woman's Home Companion to consider a new portrait of Jesus had they known Editor Barton was its author. "Why," said such people, "did Editor Barton's name not appear in that advertisement? It is a big name, a good name. Many people would have been glad to see it.

And its appearance

would have saved me the expense of buying this fat magazine and the trouble of lugging it home."

Another Crowell publication, The American Magazine, advertised the story of William Muldoon, "the great

Mr. Barton, onetime editor of the Home Herald, Housekeeper, Everyweck, author of The Ressurection of a Soul, etc.. now has an even larger following as President of Barton, Durstine & Osborn, famed advertising agency.

CHR

HRISTMAS PARCEL of 12 books and a year's subscription to Book Notes for $1.90. If you are tired of the periodical in which all our literary lights are put through their usual tricks, you will like Book Notes. The parcel contains the following titles printed in good clear type and bound in colored paper wrappers, size 5 x 7:

THE DARK FLEECE by Joseph Hergesheimer
AN AMATEUR by W. B. Maxwell
THE SPANISH JADE by Maurice Hewlett
THE DUEL by Joseph Conrad

THE TOUCHSTONE by Edith Wharton
NORTH OF FIFTY-THREE by Rex Beach
UNEDUCATING MARY by Kathleen Norris
CAPTAIN WARDLAW'S KITBAGS by Harold
McGrath

MA PETTINGILL TALKS by Harry Leon
Wilson

THE BEAUTIFUL LADY by Booth Tarkington WINGS by Gene Stratton Porter

THE GORGEOUS ISLE by Gertrude Atherton

Fill in the form below and send to Edwin Valentine Mitchell, 27 Lewis Street, Hartford, Connecticut.

Name

Address

est rebuilder of men in the world." Health was to be the general burden of this story-health and how Muldoon dispenses it. Then an item in the blurb

MULDOON

Chauncey Depew broke into a trot; Elihu Root jumped out of bed

said: "When he (Muldoon) blew his bugle, Elihu Root jumped out of bed. And when he said, 'Hurry up!', Chauncey M. Depew broke into a trot."

"This should be good," thought the reader, having in his mind two venerable figures, the sight of whom leaping from bed or trotting would be diverting. But the article in the magazine barely mentioned Messrs. Root and Depew; their names were simply listed as onetime patrons of Mr. Muldoon. Furthermore, not a single bugle blew in the article and no one leapt from his bed. The blurb, perfectly harmless to be sure, was misrepresentative, was a pure picturesque invention out of probabilities suggested by the article. "Innocuous," said the reader, "but misleading and disappointing. This constant exercising of imagination by advertisers destroys one's faith in what they say."

Hyperbolic

Much less subtle is the blanket-exaggeration type of publicity, the hypnotism by hyperbole, the spell-binding clouds of adjectives and exclamations such as patent medicine vendors send up. Last week an example of this kind of advertising came before the public, announcing the début of The Idea, a publication issuing from Mount Morris, Ill.

One Adon A. Yoder, League of Nations enthusiast, had experienced the journalistic equivalent of a Negro evangelist's "seizure." Whereupon, Yoder yodeled to the world at large that he would bring forth "the most different magazine ever published-with the reddest red cover, rich and expensive, the finest printing, the most excellent paper, cherry-colored U. S. bond,

and there is not an ad in it-no man has money enough to buy one in this beauteous and breezy paper dedicated to America's greatest son and the Planet's benefactor, founder of the greatest governing structure ever conceived by the mind of man.

"America's greatest son," "greater than Washington or Lincoln," yodeled Yoder, was Woodrow Wilson. "And yet in

Typical of 80 pages: all this category of greatness there was not one to excel in intelligence, wisdom or foresight, the gifted hero from the vale of the Shenandoah amid the azure and rock-ribbed mountains of Virginia. . . ."

The people among whom Editor Yoder's work will be most appreciated will be those to whom his prefatory note was appealing. The note said: "For Men Only. The Idea is not written and published for infants, neither is it expected that the sisterly will find comfort in its perusal. . . . If, however, you are a real he-man; if you can stand strong drink or meaty food for thought; if your mind can be stimulated without blowing the top of your head off; if your brain has not been emasculated by the poison of tradition and convention, if you are neither a suckling nor an imbecile, nor such an old maid as to put pants on table legs for modesty's sake; then, bless your gizzard, read the blooming Idea. It's poison only to fools.

"Now let not the women get offended. Man embraces woman. That is, whenever the occasion is ripe."

On Monday

Monday is the newspapers' blue day.

Governments, business, sportmen all having been inactive the day before, a Monday's news is scant. Aside from summaries and forecasts, it consists chiefly of the disorderly Sabbath conduct of idle folk-shootings, riotings and worse.

But there are the ministers. A good spectacular divine is as much of a godsend to the press as to his parish. The Manhattan press is blessed with at least three such godsends-the Revs. Percy Stickney Grant, John Roach Straton and William Norman Guthrie, and last Monday this trio filled the front pages as never before. Dr. Guthrie supplied a capital story by inviting Red Indians into his church (St. Mark's-in-the-Bouwerie) and having them dance an aboriginal fandango before the uncurtained altar. Os-Ke-Non-Ton, the Running Deer, took the lectern in feathered headdress and hailed the elements in his native tongue. The organ beat a tom-tom. Incense burned. Dr. Guthrie explained: "If you think you can treat religion like a bug and put it under a microscope, you are wrong. Religion can be found alive only in experience."

This was a fine story for the newspapers because Dr. Guthrie had clashed before with his spiritual overlord, Bishop Manning, over the sub

ject of curythmic dancing in St. Mark's (TIME, Dec. 31 et seq.). The Indian dance seemed a direct defy to the Bishop. All Manhattan journals printed the tale.

Dr. Straton. The contribution of Dr. Straton was an open confession of his dissolute youth. "I was deep in sin, loving sin, following sin and living for sin...", and all on account of articles in magazines. Dr. Straton averred that religion had redeemed him, but that such articles continue. He particularized The World's Work, The Century, the staid Atlantic Monthly as prints that are putting "into the literary and intellectual pot enough poison from their wild gourds to utterly destroy the people."

But Dr. Percy Stickney Grant, onetime rector of the Church of the Ascension, made the biggest news contribution of all. The newspapers learned that he had been forced to repair to a hospital, the victim of a nervous breakdown. It was known that Dr. Grant had been in an extremely nervous condition when he resigned his pastorate last June, and the cause of the breakdown was thought to be a recurrence of an old ailment, anemia.

Two newspapers, however, spoke of another cause. While the Times, I'orld, and even the gum-chewers' Mirror dwelt only upon the diluted condition of Dr. Grant's blood, the Herald-Tribune joined with the gumchewers' Daily News in suggesting that the breakdown was due in some part to the strain occasioned by Dr. Grant's efforts to break himself of an attachment for one Nelly Kelly, unfor tunate female whom Dr. Grant had befriended, employed as housemaid, then loved. Both the Herald-Tribune and

T

2

Sir H. Rider

Haggard Great Novelist I recommend ELMANISM to Those who, in the allest sense, really Ish to learn and to ecome what ad Women

Pelmanism

ag

to-day develops mind ely as a physical trainer develops musIt is a new practical application of ths as old as the history of the world. substitutes head work for guess work. uts science in harness for the doing of ry day work.

Pelmanism develops individual (mark 1) mentality to its highest power. It ipgnizes the interdependence of all menfaculties and trains them together. It rects bad habits, and emphasizes the ortance of personality and character in development of mental activity. Pelmanism gives the mind a gymnasium work in. It prescribes the training tifically and skilled educators superand the work.

The Art of "Get There"

Belence is the knowledge of truth. Pelnism. the science, teaches the art of etting there" quickly, surely, finely, not 1 for men, but for women.

Woman in the home as well as in business has her ambitions and her perplexities. Followed honestly. Pelmanism will help solve woman's problems and aid her to realize her ambitions.

Never forget that there is no such thing as standing still." Either you go forward or you drop back.

America needs Pelmanism as much as England needed it. There are too many men who are "old at forty"; too many people who complain about their "luck' when they fall; too many people without ambition or who have "lost their nerve"; too many "job cowards" living under the daily fear of being "fired."

Increased Incomes

Talk of quick and large salary increases suggests quackery, but in London, at Pelman House, I saw bundles of letters telling how Pelmanism had increased earning capacity from 20 to 200 per cent. And why not? Increased efficiency is worth more money.

But Pelmanism is bigger than that. After all life is for living. Money is merely an aid to that end. Money without capacity for enjoyment is worthless. Pelmanism makes for a richer, more wholesome and more interesting life.

Too many people are mentally lopsided, knowing just one thing, or taking interest in only one thing. Of all living creatures they are the most deadly. I have seen eminent scholars who were the dullest of talkers; successful business men who knew nothing of literature, art, or music; people of achievement sitting tongue-tied in a crowd while some fool held the masters of industry, ignorant of every social value; workers whose lives were drab because they did not know how to put color in them. I have heard men and women of real intelligence forced to rely on anecdotes to keep up a conversation.

floor;

The emphasis of Pelmanism is on a complete personality. It does away with lopsided developments. It points the way to cultural values as well as to material success. It opens the window of the mind to the voices of the world; it puts the stored wealth of memory at the service of the tongue; it burns away the stupid diffdences by developing self-realization and self-expression.

Wm. Robertson
Nicoll

Late Editor of "The

British Weekly" "PELMANISM is vindicated handsomely, in my view, by the astonishing record of its perform ances."

Sarah Field
Splint

Formerly Editor To-
day's Housewife and
Chief of Division of
Home Conservation,
U. S. Food Admin-

istration says: "Every woman cherishes the image of the woman she would like to be. I believe the realization of that ideal is contained in PELMANISM."

Your Unsuspected Self

How Pelmanism Brings the Hidden, Sleeping Qualities
Into Full Development and Dynamic Action
RE you the man or woman you ought to be?

A

Beneath the Self of which you are conscious there is hidden an unsuspected Self, a thing of sleeping strength and infinite possibilities. That Self is the man or woman who ought to be, It is this unsuspected Self that occasionally rises uppermost in some crisis of life and makes you go in and win. And then you say, wonderingly: "How strange! I didn't think I had it in me." Let that Self be always uppermost. Resolve to be always the man you ought to be!

Discover Yourself

Search through all the muddle and chaos of wrong thinking, of doubt and self-distrust, and find those fine qualities, those powerful potentialities, all those slumbering talents which every one of us possesses.

Developed and used, they will lift you from the valley of vain wishing to the hill tops of achievement. The human mind. freed from slavery of slothful habits and trained to strength by proper exercises, has the drive of a mighty machine. It takes no account of obstacles; it refuses to be stopped by barriers.

Destiny or Decision

These statements are not advanced as empty speculation, but are stated as facts, facts that have behind them the testimony of more than 650,000 men and women who have studied Pelmanism, that science of Self Realization which bids fair to revolutionize our conception of "Destiny" and Possibility.

Thus it is that one student says: "When I think of what I was a year ago, it does not seem as if I am the same person."

"

"I have got into a position that I could never have managed a few months age; in fact, I can hardly believe that this new self is really me,' says another.

Clearing the Fog

The minds of many men are velled by a fog of misunderstanding. They think in a circle, haphazardly-vaguely. They wan der in the twilight of doubt. Pelmanism clears the fog. It changes doubt to certainty, misdirection to direction, guessing to knowledge.

Whether you measure Pelmanism by the standards of practical cash-bringing results, increased mental and moral strength, or every day happiness, it cannot fail to satisfy you.

The truth of this claim is proved by the books of the Pelman Institute of America. A study of enrollments shows that every part of this continent has its growing group of Pelmanists, and that the list includes every field of human endeavor. The home, the shop, the farm, the bank, the store, the factory, the bench and the bar, the office, all have their representatives, and the letters show that this great system of mental training comes as an answer to a tremendous need.

How to Become a Pelmanist

"Scientific Mind Training" is the name of the booklet which describes Pelmanism down to the last detail. It is fascinating in itself with its wealth of original thought and incisive observation. It has benefits of its own that will make the reader keep it.

In its pages will be found the comment and experience of men and women of every trade, profession and calling, telling how Pelmanism works the observations of scientists with respect to such vital questions as age, sex and circumstance in their bearing on success stories from the life" and brilliant little essays on personality. opportunity, etc.-all drawn from facts. So great has been the demand that "Scientific Mind Training" has already gone into a third edition of 100,000.

Your copy is ready for you. Immediately upon receipt of your request it will be mailed to you absolutely free of charge and free of any obligation. No salesman will call upon you. Send for "Scientific Mind Training" now. Don't "put off." Fill in this coupon at once and mail it to PELMAN INSTITUTE OF AMERICA Approved as a correspondence school under the laws of the State of New York

There is no doubt that the man who sent you the information you published in your issue of Oct. 20 on Page 9 under the heading FRANCE-NO HISSING was not at the Buffalo Velodrome.

There were no shots and no trouble whatsoever. On the contrary, French and German sportsmen shook hands; and on the previous Sunday, another match having taken place, the Germans received flowers after their victory.

It seems ugly for an American paper or magazine to try to make things worse between the two countries. I am a French girl who worked for the American Red Cross during the War, stand for and help all the Americans I can over here; but I feel hurt at the printing of such an unjust news. JEANNE MARTIN.

The item is herewith reproduced:

FRANCE

No Hissing

Eleven German workmen entered Paris. They had been invited, yet no sooner had they arrived than shooting began. The Germans defended themselves, shot back with great accuracy. Three of their shots found a mark-the goal of a French workmen's soccer team. The German goal, at the other end of the field in the Buffalo Velodrome, came off unscathed. It was the first FrancoGerman sporting event (outside the Rhineland) since the Armistice. Said despatches: "Ten thousand Frenchmen cheered the winners. There was no hissing." -ED.

Bears, Whales

TIME
San Francisco, Calif.
New York, N. Y. Nov. 12, 1924

Gentlemen:

This letter is to correct a slight error of the last two issues of TIME which, as an interested reader and subscriber, it occurs to me you would like to set straight. You in each issue refer to the football team of the University of California as the "Golden Whales. Any team from this, my alma mater, is known as the Bears, less frequently as the "Golden Bears." The name comes from the fact that the Grizzly Bear is our State animal, so to speak, being a chief feature of our coat of arms and the Great Seal of the State.

The "Western Conference" is composed of teams from the universities or colleges of several Western States, chief among the contenders being the University of California (the "Bears"), champions since the formation of the Conference in football, Stanford University (the "Cards" or the "Cardinals" from the University color), University of Washington (the "Huskies") and University of Southern California (the "Trojans") (with whom, as your last item correctly says, relations in sports are for the future broken, far as "California" and "Stanford" are concerned).

SO

ERNEST J. MOTT.

In 1920, Poet Nicholas Vachel Lindsay published a book entitled The Golden Whales of California and Other Poems. Thereafter, many sport writers adopted Poet Lindsay's pic

TIME, The Weekly News-Magazine. E ors-Briton Hadden and Henry R. Luce. sociates Manfred Gottfried (National fairs), John S. Martin, Thomas J. C. Var (Foreign News), Jack A. Thomas (Bo) Weekly Contributors-John Farrar, W T. Ingalls, Alexander Klemin. Peter M Wells Root, Preston Lockwood, Niven B Published by TIME, Inc., H. R. Luce, P J. S. Martin, Vice-Pres.; B. Hadden St Treas.: 236 E. 39th St., New York T Subscription rate, one year, postpaid: I. United States and Mexico. $5.00; in Cam $5.50; elsewhere, $6.00. For advertising T address: Robert L. Johnson. Advert Manager, TIME, 236 E. 39th St.. New ! City; New England representatives, Satur & Price, 127 Federal St., Boston. V Western representatives, Powers & Store. S. Dearborn St., Chicago, IL; Circal Manager, Roy E. Larsen. Vol. IV, X