The Route of Greatest Comfort to vacation paradise

For anywhere West take the comfortable, dependable Burlington

To all the West's wild, glorious vacation land goes the Burlington. Begin now to plan your vacation in the realm of painted mountains, the enchanted land of thrills, delights and health.

Enjoy Burlington service to restful Rocky Mountain National-Estes Park, scenic Colorado-the Playground of the Nation, and surprising Utah, to thrilling Glacier Park, mysterious Yellowstone and her thrilling Cody Road, the "charmed" Pacific Northwest, glorious California-whatever wonderspot you may choose.

The travel part of your vacation will be among its keenest pleasures. Burlington service is business-like, courteous, comfortable, and dependable always. A splendid roadbed and regulated speed-so you can sleep; attentive and gentlemanly employes; sensible schedules at convenient hours; constant and rigid inspection. This is the service that proves to more than 25,000,000 passengers yearly that the Burlington is the Route of Greatest Comfort. Let your vacation joys begin the minute you step aboard your train -take the Burlington to and from the West. Plan your vacation with the help of one of the free books illustrated: "Rocky Mountain National-Estes Park," "Scenic Colorado and Utah," "Yellowstone National Park," "Glacier National Park."

Just ask your local agent about Burlington service or write P. S. EUSTIS, Pass. Traf. Mgr., C. B. & Q. R. R., Chicago

ROCKY MOUNTAIN NATIONAL PARK

ESTE PARK

COLORADO

SCENIC COLORADO UTAN

PUBLICITY VERSUS ADVERTISING IN THE

MOVIES

HE screen is a wonderful means

T

of publicity, but there is a great difference between advertising and publicity. The place to advertise is in the newspapers and magazines. That is where the public look for information, and there is where they should find it." This, according to a writer in the Boston "Transcript," is the rather surprising doctrine of Dr. Francis Holley, Director of the Bureau of Commercial Economics, who himself has 55,000,000 feet of film in circulation throughout the world.

"The films of the Bureau of Commercial Economics are familiar in every civilized country on earth and in some of the uncivilized. Their only object is to help, to teach by object lesson. The pictures deal with travel, industry, agriculture, public health, and science, and from one point of view they are adver tising of the most elaborate kind. But Dr. Holley is speaking of the advertis ing of individual business, and from an experience which hardly has been duplicated if it has even been approached he is moved to make a few suggestions to business men and motion-picture proprietors which cannot fail to be useful."

YELLOWSTONE

NATIONAL PARK

In speaking of the advertising value versus the publicity value of the screen, Dr. Holley says:

"To have publicity value the picture must display some degree of modesty and put the message over with adroitness and reservation. The story must be interesting, holding the audience sympathetic and leaving a theme of thought and food for reflection as the audience quits the theater. Ad men little realize the combative spirit aroused when an audience which has paid to be amused finds its dignity slighted and its feelings outraged by being forced to gaze for several minutes at some fool picture introducing a patent spark plug through the medium of the tea party in an alleged drama developed by some skim-fed author educated beyond his intelligence."

Burlington
Route

The National Park Line

The "Transcript" writer thus explains Dr. Holley's reference to the spark plug: "The spark plug fraud is only one of many Dr. Holley has exposed as an inciIdent of his work in the interest of the popular uplift. A concern started out a while ago showing on the screen an elaborate industrial plant said to be making a novel spark plug. Hundreds of feet of vista bordered with imposing machinery was shown, with gigantic buildings and all the other appurtenances of a great manufacturing industry. But Dr. Holley noted that none of the machinery appeared to be turning out spark plugs. He investigated, and found that the swindlers had simply adapted to their purpose a series of films depicting a great automobile plant. and that they had sold $360,000 worth of stock without ever having turned out 2 spark plug. Another case was of a land company out West. The picture showed railroad terminals, a large station, and charming residences apparently abutting on the property. But Dr. Holley, as a

In

shown in the pictures and he could recollect no such place where the property was supposed to be. He wrote the governor, and found that the land which was being offered for sale was not within forty miles of the railroad. still another case, a fake concern had drilled holes in the ground, dropped down dynamite, and was exhibiting a screen picture of a big oil gusher on which it was selling stock. As a matter of fact, the oil shown came from fortyeight barrels of it which had been poured in before the dynamite was touched off."

Dr. Holley asks manufacturers to cooperate with the Bureau in producing pictures of real educational value. He says:

"The Bureau is greatly in need of pictures showing industrial processes, and would esteem it a rare co-operation on the part of manufacturers if they can make a picture showing what occurs in their establishments, how they produce their wares, and under what conditions; showing as far as possible the production of the raw product-which can in many cases be supplied by the Bureau from the laboratories of the various Governments, showing production of raw material. The use of these negatives is without expense if desirable. We desire to show the industrial relations and the consideration which is given by the employers for the employees and, if possible, the contented condition in which the employee engages in his work. Show also what is done in the way of recreation, information, and entertainment of employees by the employers. Put on the screen exactly the information that you would put in an advertisement, only be content with a limited display of your corporate name," advises Dr. Holley. "Put the message over by suggestion rather than by direct attack, for this keeps the audience sympathetic, whereas the contrary renders it combative. There are many reputable photographers who will take your picture to show the industry and not for the purpose of multiplying footage to be paid for by you. By cooperation in this way you are doing much for the relief of unrest, benefiting industrial and economic conditions; being amply compensated by the publicity value which accrues to you."

IS end

H's may have come

aboard transport or in some front-line trench-in a base hospital or a training camp at home. It matters not where or how-remains simply the fact that he died for his country.

Simply to mark in cold and stately marble the unresponsive sod is not enough. The memory of his supreme sacrifice should be a heritage for the ages. It is more fitting, more consoling, far, to give his spirit and soul enduring memorial where congregate those he regretted so to leave.

What place among the haunts of men more fitting to erect such a memorial to the departed than within the sacred walls of the House of God where spirit speaks to spirit in many an expressive and symbolic form, and where the ideals and sacrifices of the dead live on to inspire and quicken the living.

You owe his memory such a memorial in his or your own favorite church. It is never "too late" for such a tribute. Perhaps but a simple hymnboard, or, on the other hand, a chancel and altar complete, a console for the organ, the pews, a communion table, or a baptismal font.

Every piece has embodied in it the genius of our chief artist and sculptor, Alois Lang, one of the most renowned of living wood sculptors. He is a member of the famous Oberammergau family of Langs, whose art and skill as wood carvers has been traditional for centuries.

To those who desire to perpetuate the name and memory of some one near and dear, we offer the service of our Ecclesiastical Department. A request will bring without obligation a beautifully illustrated booklet and complete information.

RONALD

Publications on Business

Can a Corporation Be Compelled to Declare Dividends?

Suppose you owned some 7% noncumulative preferred stock in a prosperous corporation which had not declared dividends in five years. Suppose at the end of that time, the directors declared a 7% dividend on the preferred, a 25% dividend on the common stock. Would the preferred stockholders have any recourse? Could they demand the unpaid dividends of the five preceding years, before the holders of common stock cut the melon? Hundreds of questions like this, which concern every person holding stock in a corporation, are answered in a simple, straightforward, authoritative way, in

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239

A Disaster of the Air......

239

TEACHERS' AGENCIES

The Pratt Teachers Agency

70 Fifth Avenue, New York Recommends teachers to colleges, public and private school Advises parents about schools. Wm. O. Pratt, Mgr. SCHOOLS AND COLLEGES CONNECTICUT

The Curtis School for Young Boy

Has grown forty-six years and is still under the activ direction of its founder. Entering age nine to thirteen $1,000. FREDERICK S. CURTIS, Principal GERALD B. CURTIS, Assistant Principal BROOKFIELD CENTER, CONNECTICUT

260

By R. D. Townsend

The New Books...

261

Books Received..

261

(350)

SCHOOL

268

OF

...

Business Connection....

For catalog of publications, check here.

SONGS OF LIBERTY

Sacred and Secular. Specially adapted for BOYS' AND GIRLS' CAMPS AND COMMUNITY CHORUSES This book also includes the well known melodies of the South.

Attractively bound in cloth.

30c per single copy

E BIGLOW & MAIN COMPANY, 156 5th Ave., New York City

By J. Madison Gathany

Contributors' Gallery....

"Mine Own People

Publisher's Notes...

Financial Department..

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Methods, Influence, Grad uates, Books have led for forty years. Co-ordinate training for all professions Summer term in 6 State. Winter courses open October 1. Booklets free. S. S. CURRY, Ph.D., Litt.D., Copley Square, Boston

EXPRESSION

New-Church Theological School 48 Quincy Street,

Cambridge, Mass Est. 1866. Three years' course. College preparation desired The curriculum includes systematic study of the writings of Emanuel Swedenborg and spiritual interpretation of the Scriptures. Correspondence courses. Catalog.

WILLIAM L. WORCESTER, President