Book of humanity that the highest ideal of every Business good man is to be a public servant. The President of a great railway system is a servant of the people, no less than a flag man Also, the flagman's duties are just as important as are those of the G. P. A. Nowadays we are not trying to get out of work. We are not looking for ease or pleasure, or a good time, or a soft snap. The joys of life come from doing our work, that is to say, getting a job and holding it down, and at the same time getting ready for a better job ⇓⇓ The thought of the race for the first time in history is monistic-we are all one. We are part and particle of each other. To injure another is to injure yourself, is becoming fixed in the race instinct. This is the dominant idea of our time-reciprocity. In business, the transaction where only one side prospers is immoral. Mutuality is the watchword in all of man's relations with man. Government exists only for the increased happiness of the governed-he that is greatest among you shall be your servant. Nature intended that we should all be poor- that ECHNICALLY, a middle- And most of the people who use the expression "middleman " regard him as an animated example of lost motion, a specimen of economic slack. No doubt there are several professions and occupations that could be abolished from civilized society with decided advantage Edward Bellamy declared advertising to be an economic waste; and he explained that the cost of advertising was always counted in and added to the value of the article, and was paid for by the ultimate consumer. He then made his calculation that by eliminating advertising the cost of the article to the consumer would be much reduced To this argument we make no exception; but to the assumption that all advertising is economic waste, a demurrer must here be entered. Book of Advertising is telling who you are, where Business you are, and what you have to offer the world in the way of service or commodity. If nobody knows who you are, or what you have to offer, you do no business, and the world is the loser through giving you absent treatment Life is too short for the consumer to employ detectives to ferret out merchants who have the necessities of life to sell. People who want to buy things do not catch the seller, chloroform him and cram the orders into his pocket. Parties who want milk should not seat themselves on a stool in the middle of the field, in hope that the cow will back up to them This would be as vain as for a man to step out of his office on Broadway and shoot into the air in the hope of firing into a flock of ducks that might be flying over. Advertising is the proper education of the public as to where the thing can be found, and therefore it is a necessity. We are parts and particles of one another, but a little of the kindly glue of human brotherhood is needed in order to fasten us together The policeman who keeps the crossing clear and at the same time informs us as to |