Mr. Hill is looked upon with much pride and reverence because he is one in a great many of America's moneyed men, who places honor and respect above all else. His dealings with people are never other than square and upright; his friends know that they can bank upon what he says and in return he receives their staunch friendship. He is generous and always willing to extend a helping hand to everyone; in other words he delights in helping others climb to success, and has given many thousands of dollars to charity.

Mr. Hill was born in a little log cabin on the outskirts of Guelph Ontario Canada, and we here have one more example of the boy who through necessity was obliged to carve his own. destiny in the world. His father died when he was but fifteen and his first position found him clerk in a little store in Guelph, earning the meagre sum of $1.50 per week. He did not become discouraged but took up his task earnestly, working hard during the day and studying late into the night. He was obliged to listen to the taunts and sneers of his fellow mates, when they learned that he was seeking a high position in life. But he consoled himself with the old adage, "The one who laughs last laughs best," and this brought him new courage to work on with even greater vigor than before.

He loved travel and spent much of his time in earning his way through the provinces. From clerk he accepted a position as dock hand, from dock hand to station agent, thence to agent for a packet company and later became owner of a transportation and fuel business. It was while engaged in these various businesses that he acquired a taste for large transportation affairs.

The step that meant so much to his future was taken in 1873, when he had the opportunity to enter the railroad business as a leading man, owing to the fact that the St. Paul and Pacific Road defaulted on its bonds.

He accomplished this end by interesting home and foreign capitalists in the property; and being well known and also well liked, he had little trouble in bringing his plans to materialize.

This great change in affairs resulted in the further building of the Great Northern road and gave Mr. Hill the presidency in 1880. His honest business measures won for him many friends. His personal magnetism interested everyone and made them feel at home with him. He was ever searching for great achievements and often en

tered into what seemed to others to be the wildest and most reckless chances; nevertheless not before he had carefully studied the outcome of each move. He realized that out of the little things in life grew the larger ones, and it is a pleasure to note among the many of his admirable traits, the great care and attention he gave to the small things in life.

His extensive reading did much to develop a reasoning power that was already keen, and each day found him a little wiser in business matters than he was the day before.

Mr. Hill is not only interested in land negotiations, but he has already launched two large Pacific liners, the "Minnesota" and the "Dakota." It is his one dream now left in life to have the transcontinetal and Pacific lines become the highway of international traffic, and by so doing destroy business on the Suez Canal.

Though Mr. Hill is in his sixty-ninth year, he is strong and robust. His set and determined ways to accomplish his ends, are as marked in him now as they were in his youth.

He takes pleasure in spending his pastime at solitaire, and in the reading of his favorite books. He receives and entertains his friends in the most informal way. Being extremely fond of art he enjoys the opportunity of explaining the meaning of rare pictures in his art gallery. Many of the single pictures in his collection are valued as high as $50,000.

James J. Hill is a man with insight and prevision that seldom leads him astray. There is a confidence in his manner that portrays strong character, and his keen, honest, searching brown eye bespeaks his intellectual powers. He is particularly fond of geology, biography and mechanics. His white flowing beard covers lips that are set and determined. There was never anything that dared to interfere with his plans. He is not overtall, but has a proud stately carriage that lends to his charm of personality. He is a home man and nothing pleases him or his sweet, reserved, unpretentious, motherly wife more than when various occasions call their nine children to the grand mansion in St. Paul for a happy reunion of family ties.

(A picture of Mr. Hill appears on the cover page.)

The kings among men are those who are ready and resourceful.

A recent communication from France informs us that the importance of Instruction in Advertisement Writing has been recognized by the members of the French Advertiser's Association which was recently established under the name of "Chambre Syndicale de la Publicit." Its members have not only recognized the necessity of such instruction, but they have made a formal demand to the government, through Mr. Doumergue, Minister of Commerce, for the introduction of a course in advertisement writing in the Commercial Schools controlled by the Government. Here is an extract of an official report that was forwarded to us on the proceedings of the new Association.

"On the 28th of November last, the 'Chambre Syndicale de la Publicite,' in Paris, gave a banquet to two of the most prominent newspaper and advertising men of France on occasion of their nomination to the Legion d'Honneur. The Minister of Commerce, Mr. Doumergue, presided over the banquet, and many speeches were made on advertising and journalism. A fact to be noted is that the general trend of these speeches was toward showing the necessity of establishing regular courses of advertising instruction, and pointing out the close relationship existing between journalism and advertising."

One of the orators, Mr. Vergne, a man well versed on the conditions of advertising in France, said:

Since the very remote days of their first appearance in the world, these two sisters, the Press and the Publicity, have supported each other, and we can say that if the Political Press has been the factor through which Publicity gained her existence, the latter has largely repaid her sister by furnishing her with the means. of pursuing her magnificent mission-that of developing the human mind.

Unfortunately, in France, Advertising has not brought results that correspond to the industrial and commercial importance of its beautiful country.

In fact, in 1899 and 1900, the whole of the Publicity in French newspapers was calculated to amount to about 40,000,000 francs ($8,000,000), while the New York newspaper alone received during the same period 62,000,000 francs ($12,400,000) worth of advertisements, and the Times of London 12,000,000 francs ($2,400,000).

We are very far from similar results, even if we add to the direct returns the receipts of the Advertising Agencies, equally important. But an undeniable fact is, that of late, Advertising has made considerable progress.

that it must be an effort toward education.

In the United States, in England, even in Germany, there is not one little industrial improvement, one little commercial combination that does not give rise to some ingenious and well organized Advertising plan.

In France, the persevering agents and solicitors, the real apostles of the Publicity, have the greatest difficulty in vanquishing the routine and the inertia of the French business men. Our industry ranks first in the world in the intelligence of its important discoveries; but it is the most timid, the most hesitating when it comes to putting forth the quality of its products or the efforts made to improve their quality.

What are the causes of this? Here are the two principal ones: The first is that Publicity has been calumniated in France; it has been confused with base speculations, sometimes with outrageous blackmailing, and its place, that of the motor of business, has not been assigned to it.

Now, there is a second reason for this misunderstanding on the part of the public, and this cause, Monsieur le Ministre, you are able to suppress it right now. It is the want of instruction in this profession.

The Commercial Schools that are instituted by the State and with the help of the Chamber of Commerce of each large city, are destined to form expert merchants, ship owners, bankers, administrators, managers and employees of commercial establishments. These Schools are under the dependence of the Minister of Com

merce.

Why should we not ask the Minister of Commerce to order in addition to their programme, a course of Instruction on Advertising?

Why not teach to the pupils of the Commercial Schools, of the School of High Commercial Studies, that Publicity is the principal agent of commercial transactions; that any merchant may use it, but that the way to use it must be learned? Nobody is born with this knowledge, but this knowledge can be acquired by the study of the different methods, and the comparison of the multifarious ways of the different countries where advertising is the rule, not the exception.

We entrust our amiable Minister, who has already given us many proofs of his interest in our welfare, with the fate of this project, the success of which is ardently desired by every one of us."

66

SPEECH OF MR. MAILLARD

Necessity created the medium, the medium created the agent, and it is not a sufficient diploma to be called a failure to enter our

ent time that our profession has become an art, and is on the point of being organized as the best.

Advertising is an art, and one of the most difficult. In fact, you can expect anything from publicity, until you know how to handle it. Money is not all in advertising. The advertising man must possess tact, taste, and common sense. He must be diplomatic and practical. He must know all the different processes employed in each of these professions, and which of these processes will be the best to suit his purpose. He must be active, always on the lookout, never leaving anything to chance.

He

His part is that of a council who wants to economize his client's time and protect him against costly and unsuccessful attempts. must be as familiar with the kind of publicity that will be the best adapted to each kind of trade, as is the architect familiar with the different resources of all the professions that are included in the builder's trade.

The advertising agent of to-day cannot be a servile and irresponsible machine, but he must be a free man who thinks for himself and for others. When he has found what he was looking for, that is the customer, his work is not ended. He must give it that polish, that elegance that characterizes French products. That is why he is the most intimate collaborator of the Industrial and of the Commercial man. But he must be trained in that direction. He must learn that trade.

66

ANSWER TO THE MINISTER OF

COMMERCE.

In France we have had for a long time the habit of waiting for the people to come to us. That time is now past. We must go to the customers; we must solicit their custom, convince them of the quality of our goods.

That situation has created a class of very intelligent people who said: "We must tell the business men that if they want to sell their goods, they will have to make them known, and point out their advantages." And the Advertising Agent was created.

We must struggle against the inertia, the illwill of those you are protecting in spite of themselves. This allows you, gentlemen, to show your talents, to vie with each other in ingeniosity, and I am a witness that you lack neither ability nor spirit.

But your ambition is large. You want to become a Syndicate. And when you have succeeded, you ask the Government to give a place to Advertising Instruction in the Commercial Schools. Well, gentlemen, I think the idea excellent and I proclaim it highly.

I think that it is possible, in the general instruction that is given in our commercial schools,

and without the necessity of creating new officials, to make a place for advertising instruction and to point out to managers and teachers how necessary it is for their pupils to know how to proclaim the advantages of the goods they are called to manufacture or to sell, and that the means of making the public acquainted with same are in the hands of the Advertising Agent. I think it would be very useful to show those pupils what they are doing in that respect in foreign countries, in Germany and in England and especially in the United States."

So France, where advertising is still in its infancy, where the French people themselves point out the inertia of their business men in regard to advertising, is setting the pace to the States, the queen of all nations in the advertising field. A formal demand has been presented to the Government for the introduction of advertising instruction in the commercial schools of France. This demand has been favorably received and is now under consideration. Within a few months, the French commercial schools will boast of a course of instruction on Publicity in their programme, while progressive America will be looking on, taking the part formerly assumed by the European countries, and waiting to see what the outcome will be and then meekly follow suit.

Little Things Count in Business It is the little items of expense, seemingly too small to consider, that eat up the profits of any business. The most successful business men are those who have lived on the basis of "look out for the pennies and the pounds will take care of themselves." In stopping up the little leaks they have made themselves financially solid and have earned for themselves the title "Captains of Industry."

No matter what the general magnitude of a business may be, it is well worth the while to look out for its minor affairs. This may be an age of large things in general, but it is, after all, from the handling of smaller deals that the greatest profits are derived. Small leakages are sure to slip by unnoticed unless the business is so organized that every detail, no matter of how little apparent significance, can be propel checked.-Busy Man's Magazine.

Hurley, S. D.. March 20, 1907. Common Sense Pub. Co., Chicago, Ill.

Gentlemen:-I always look at the Editorials first, and then the advertising, but one strong feature is the goodfellowship made manifest through the magazine. It is hard for me to tell you what part of Common Sense is the most beneficial. It's all good. Yours verv trulv.

E. T. ELY.

Where in all eras of history has there ever been such a zealous scramble for education among youths and maidens as is evident at the present day? Was education ever sought by young men and women in their teens as now? This cry for education and training is only another sign of the great progress on foot in all parts of the world and can be regarded as a fore-runner to another period of learning.

Time has woven as great a change in the minds of the people as it has the formation of the earth's crust. Ambition has touched the spark plug of education. To-day the youth prizes knowledge and realizes its value above all other things. He is not satisfied to be among the handicapped he wants a fair chance in the race of life and is willing to work and earn the knowledge he knows he will need throughout his life even though its acquisition means a sacrifice of pride and pleasure.

Girls during their school vacation don cap and apron and work as restaurant waitresses, in order to earn the money needed for their next college year, and ambitious boys jump into overalls and boots, and plough the ground or mayhap even act as the all around man in the palatial home of some wealthy resident near the college or perform other equally menial labors. They do all this sometimes behind a heavy heart when it is necessary to face the ridicule of unthinking schoolmates.

To spare their children this mockery parents often toil with stiffened fingers far into their aged years, for they too realize that this is the new period of learning; that those without education to-day cannot cope with their fellow comrades, but like the hundreds of helpless, useless creatures of this great world that sink into oblivion every year, they are pushed from side to side, and supplanted by their more competent brothers. Parents know their son's competitors are not going to care for his welfare, therefore they do their utmost to help him become fitted to care for himself.

If the student be a seeker of practical knowledge he has great cause for encouragement because the attainment of an education is made lighter by late developments in the world of business. Competition is swiftly working a great change. The student need no longer pay for his education in physical labor for which he is often unfitted, when he has something better to give in exchange-brains and ideas.

In looking over the many professions that hold out opportunities for earning an education without the sacrifice of dignity and perhaps health, there is one that stands out with particular prominence the profession of advertising. Not only

does this knowledge bring the chances for leadership in any line of work within the reach of the student but it presents occasion after occasion, each affording greater opportunities than the one before, to earn money while studying. The student need not don cap and apron or overalls and boots to acquire the knowledge needed in this field; neither need he scatter his efforts along other lines, nor be diverted from his purpose through the performances of disagreeable work.

Large advertisers are always ready to purchase a worthy idea, a catchy phrase, a good name and students are particularly apt in their production. Advertising contests are inaugurated in every community not only by large advertisers but by publishers who are willing to pay large sums of money for even crude ideas because they often find in them the material for a new line of thought or argument.

A recent instance of such a contest which is worthy of mention because of the interest it has created among advertisers and others, and because of the liberality of the prizes offered, is the advertising contest instituted by Arbuckle Brothers, one of the largest coffee manufacturers in the world. This company has for instance appropriated one thousand dollars, nine hundred and fifty of which is to be distributed in prizes exclusively among students of the Page-Davis Advertising School of Chicago. Five hundred dollars constitutes the first prize, two hundred dollars the second, one hundred dollars the third, fifty dollars the fourth, fifty dollars the fifth, twenty-five dollars the sixth and twenty-five dollars the seventh. Not only this do they offer for the ideas of students, but they also hold out the promise of permanent positions in their advertising department to worthy contestants. Think of the encouragement and incentive for the student of advertising! Then look over your papers and magazines and consider the great possibilities in the profession and you will no longer wonder why the brightest, the most progressive and the most ambitious men and women of the day are studying advertising.

The contest mentioned is but an instance; hundreds of advertising students are constantly earning double and treble the cost of their tuition, in just this way and many others are selling clever ideas to publishers long before their studies are completed.

Thus is shown the difference in value between commercial and academic training as far as immediate results are concerned, and this opportunity to earn money while studying is simply an indication of the money earning opportunities in this field for the man who is competent.

11

Directing the clinging ivy

Where to twine its tendrils frail, Around a firm and sure support,

So that all which does assail Will find a stout resistance

Which will have a great, grand way For the shining of a beacon light

In the lettered world alway.

Most patient with the unlearned ones,
Who stumble as they go

In paths that they're ne'er trod before,

As they seeds of knowledge sow, When the waking time shall come to them, The hand that soweth tares, Had not a part to play in this— No briars come unawares.

Gently, firmly teaching,

With courageous words and true, What others have done before us, We surely can do too, A mighty inspiration,

Which maketh by its power Our feeblest, humblest efforts Become of strength a tower.

Upon a mighty pinnacle

Success enthroned does wait, While Wisdom holdeth firmly

To unlock her postals great, The key which we have searched for Through ways of thorn and briar, Stumbling often-fearful ever, Lest we fail of our desire.

O noble Alma Mater!

What could we wish for thee,
Who hath given us understanding
For all futurity?

May the bread upon the waters,
Which thou has cast for thine
Return again ten thousand fold,
Whilst thou dost bless mankind.

An Appreciative Student.
Lulie Roberts Swift.

The Most Interesting of Monthly

Magazines

To me the most interesting of monthly magazines is "Common Sense." I find more pleasure and derive more real benefits from its pages than from any other magazine.

Glancing at its cover, the eye is attracted by a half-tone portrait of some person who holds a responsible office in the administration of our

through ability in a special line.

Upon opening the magazine I first read the sayings, which are indeed interesting and instructive. Each one reveals a thought that helps one to greater success. Further in the pages are found well-written articles about successful persons, including one, relative to the portrait appearing on the cover page. The magazine also embraces good talks and stories about business, worthy of careful reading. Other short stories, that may appear, contain thoughts well deserving of the space which they occupy.

Only the highest class of advertising is to be found in this magazine. Each advertisement I analyze to find wherein it is attractive, or productive of results. THOMAS E. SAWYIER.

Columbus, O.

After Thoughts on Spelling Reform Editor COMMON SENSE:

In "After Thoughts on Spelling Reform," the author has given sound reasons why there may be doubts of "Simplified Spelling" becoming popular and established.

Of the three hundred words, as simplified by Brander Matthews, and sanctioned by President Roosevelt, not one-half of them would make a hit. Altho' many of them have been used in the reform way for years, the adoption of the majority is impossible by reason of the too radical change as contrasted with those words. adopted in commerce by common consent.

We are a cosmopolitan nation, pleased with having a strenuous president, and like to witness great changes, radical in the extreme tho' they may be, so long as we are not compelled to participate in or are not materially affected by the venture.

Alone is the international impediment one serious enough in itself to be weighed carefully.

Phonetic spelling is by far the right standard of spelling, as is the metric system of mathematics, but as we begin rather late to instill reform in spelling, it would be well to recall all but such words as are commonly used, and then gradually let the public assimilate new words as rapidly as is prudent.

Fowl can be made to bolt their food in order to fatten them rapidly for the market; but human. beings can not be so treated.

A place for everything-also time-and everything in its place and time.

Respectfully submitted,

BERT MOREHOUSE.