diminish the consumption of fuel because the coal, instead of being burned in each house, is burned at a central station by the Cincinnati Gas and Electric Company. The expression "Cook with Gas; Light with Electricity" has become a household one. This is truly constructive advertising.

Advertising can be again divided into public, quasi-public and private. Public advertising is setting forth to capital as well as labor the trade advantage of a municipality. If I were Mayor of Cincinnati, I would strongly advocate and urge Council to set aside an appropriation of at least one hundred thousand dollars a year to advertise the industrial and commercial advantages of Cincinnati. If the municipal code were not elastic enough to enable Council to act, I would call on every business organization, the Industrial Bureau and the Associated Organizations to aid in getting legislation for that purpose. Quasi-public advertising is that by theaters and churches; gas, telephone, steam railroad and interurban companies. Private advertising is that of industrial and commercial establishments.

Advertising can again be divided into domestic and foreign. Domestic advertising reaches the home markets for home products. In whichever market the salesman desires to market his goods, he

should adapt himself, so far as possible, to the prejudices of the people and their usages and customs, their needs, wants and means. In advertising goods in foreign markets the advertiser should carefully study local conditions. This was illus

trated by the business career of Mr. Joseph Chamberlain, the greatest English example of the business man as a statesman. It is related of him that after he had secured a monopoly of the English markets in gimlet pointed screws he desired to extend his trade to foreign countries. He marketed his goods in foreign countries in packages put up in the same style in which they were marketed in England. He failed absolutely to sell his screws. He then put up his packages with labels of a kind to which the foreigners were accustomed and he soon established an immense foreign trade. Of the fifteen billions of dollars of goods manufactured in the United States, but six hundred millions are exported; in other words but about four per cent. The most important direction in which Americans can turn their faces is toward foreign markets and there is no better way of acquiring foreign markets than by judicious advertising after careful study of local conditions.

The mediums of advertising can be classified into public and private. Public mediums of advertising

would be publicity given through newspapers, trade journals, magazines, window cards, show cards, posters, bill boards, advertising signs, electric signs, street cars, railway stations, steam boats and wharf boats; private mediums of advertising are house, organs, bulletins, catalogues, price lists, postal cards, mailing lists, samples and prizes. Each of these should be carefully studied as to its adaptability to advertising the particular article. Six hundred millions of dollars a year are spent in advertising. A billion dollars a year could easily be used for this purpose and if spent scientifically would yield one hundred times the returns now realized from the six hundred millions of dollars.

The profession of advertising is divided into advertising experts, agencies, managers and solicitors. Each plays an important part in the great work.

The advertising expert has become a species of business counsellor who consults with the men in charge of the sale of goods of many large houses.

The advertising agency is useful as a central place through which to make advertising contracts.

The advertising manager of a large manufacturing establishment is like the brigadier general of an army assisted by a corps of able writers as captains. He himself must be a well trained salesman because selling and advertising are twin brothers.

The advertising solicitor should be a man skilled in the art of advertising. He should do in part the work of the advertising expert, because if he be skilled in the art he can materially increase the space sold in any paper or magazine he may represent.

The man who is about to make a profession of advertising should have technical knowledge of the business he represents and of the technical features of the art of the printer.

The successful advertiser should also have an artistic sense. News today is conveyed as much by pictorial representations as by words. A study of the fine arts will therefore largely contribute to the success of the advertiser.

In conclusion, to be successful as an advertiser, a man must be a good salesman; know human nature; know the business he is advertising; know the quality of the goods he is selling; know how to tell the truth; knowing how to tell the truth, actually tell the truth; know how to tell the truth persuasively; know the needs of the people to whom the advertisement is addressed; know the mediums through which advertising matter is usually conveyed; know the cost of advertising; know the value of a trade-name, and have a technical knowl

edge of printing and press work and an appreciation of the fine arts.

Who can gainsay that advertising is sufficiently developed to be regarded as a profession and capable of scientific treatment? If it is capable of scientific treatment it can be improved by a course of instruction. It would therefore seem to be wise to establish a chair of advertising in the new Cincinnati College of Finance, Commerce and Accounts where advertising could be treated scientifically.

The Cin

How can such a course be established? cinnati College of Finance, Commerce and Accounts is maintained by a small endowment of a number of prominent bankers and business men. Following the example set by the German Colleges of Commerce nearly all the faculty are men actively engaged in the affairs of life and give their services without charge in furtherance of the great cause of higher commercial education. It is of the highest importance to the business men of the city, as well as the newspapers, that this work should be carried on. The College wants at least one representative of the Advertisers Club upon its Board of Directors and one or more representatives as members of the faculty.

Advertising is as important to commerce as capi