The San Francisco call., 1899-11-17

bENJANlN fRANkL
cept. Fortunately he had higher ideals
for a life work, so he returned to Phila-
delphia in l726. Here he settled as a print
er. married and lived for nearly thirty
years before making his first long sojourn
abroad.
1t was during these years that he dis
played those qualities and achieved those
results which have given him an ac-'
knowledged place among the wisest of
mankind and the benefactors of the race.
In his business affairs he was shrewd and
far-sighted and prospered, first in the con-
duct OF his printing office. then as editor
and publisher Of the Pennsylvania Ga
zette. In the latter he introduced the
novel feature OF advertisements. and so,
as Parton says. Originated the modern
system OF advertising" While always
thrifty, and with keen eye for the profit
Of an enterprise, he was never forgetfui
OF the higher utilities, and evidently val
ued his personal successes for the oppor-
tunities they brought him to be useful 70
others. The ruling motive Of his life vas
to benefit mankind. and 70 this his efforts
were chiefly directed.
AS a conspicuous illustration OF this
should be mentioned his publication Of
Poor Richards Almanac" This he COM
menced in 1902 and continued for about
feature OF 1t was the collection Of short.
pithy maxims which each number con-
tanned, and which were intended TO COM
mend the hOmely virtues, such as Indus
try, sobriety and economy. A few speci-
mems will show their flavor. Tongue
double brings trouble" He that drinks
fast pays slow" Would you live with
ease, 90 what you ought and not what
you please" NO man yet was glorious
I,tr. mn ~
keep a secret II two OF them are dead"
Early TO bed and sarly to rise, makes
a man healthy, wealthy and wise" Dill
igence is the mother of good luck God
helps them that help themselves. None
breaches better than the ant. and she
says nothing" THE n0blest question in
the world is. What good can l do in it?'
"Oh, lazy-bones! Dost thou think God
would have given thee arms and legs II he
had not designed thou shouldst use
them?" IAN empty bag cannot stand up
right" "Well done is twice done. Tine
sleeping fox catches no poultry. Up! Up!
Keep thou from the opportunity, and
ware OF little expenses: small leak Will
sink a great ship" IT'S easier 10 pre-
vent bad habits than 70 break them.
fire" "a plowman on his legs Is higher
than a gentleman on his knees" Haste
makes waste Virtue and trade s are are
a
philosophers stone that turns all 1t touch
Concerning this famous almanac. Morse
in his life OF Franklin says:
The publication ranks as OF the most in
nuentiaI in the world. Its "proverbal SEN
tences chiefly such as tnculcated industry and
frugaiity as the means OF procuring weqtth AN
seed all over the land. The almanac went
year after year. for a quarter Of a century into
the houses OF nearly every shopkeeper. planter
and farmer In the American provinces. Its
wit and humor, its practical tone. It's shrewd
maxims, It's worldly honesty. its morality Of
common sense. its useful information. all
chimed we'll with the national character. II
formulated in homely phrase and with droll
knew. felt and believed. upon thousand
points OF life and conduct In so doing it
greatly trained and invigorated the natural
mental traits OF the people. Poor Richard
was the reveTed and popular schoolmaster OF
a young nation during its period OF tutelage.
His teachings are among the powerful forces
which have gone TO shaping the habits OF
Americans.
II was not in the giving OF good advice
only that Franklin sought TO benefit his
fellow men, for his busy brain was ever
suggesting practical devices for increas-
ing the comfort OF life or widening its
outlook. One OF his best known inven-
tions was the stove which bears his name,
which was a great improvement on the
open fireplace. on this he refused to take
out a patent, considering that whatever
advantage might come to the public from
it's use was only part recompense for the
many benefits conferred by society upon
him. He devised and established the first
circulating library. He founded an acad-
emy which later became the University
Of Pennsylvania He reorganized the fire
department OF Philadelphia. with the re-
suit that loss by fire was greatly dimin-
ished. AS Postmaster he made the post
office far more efficient than IL had ever
seen before. He interested himself deeply
in scientific problems OF various kinds
bringing 10 bear upon them the penetra-
ton OF his keen, original mind. His most
famous discovery was made when he es-
tablished the identity OF atmospheric cleo
tricity with that obtained artificially in
the laboratory. The kite which brought
down lightning from the skies raised him
in the sight OF all the world to a place
among the great scientific lights Of the
age, so that when he went TO Europe he
was q famous man and the best known
OF living Americans.
The first OF his two most important
missions abroad was In 17G4. That year
opened a period momentous in the history
war had been fought, and had ended with
the expulsion of the French from the
North American continent. The peace Of
Paris had closed one war. but IL prepared
the way for another for II left the Rritish
Government free to turn its attention 10
the colonies as a source of revenue and
at the same time made the colonies less
than ever willing to submit to external
control. Franklin was now So years old
and the most Important part OF his public
life was still before him.
The coming storm Of the revolution was
not for the moment seen, and FranIxiIn
went to England as the agent OF Penn
sylvania TO look after her interests in a
contest with the proprietor. He expected