New-York tribune., 1902-01-29

!
Mr.. Truman A. De Weese talks in the Forum
about "the young man with nothing but brains"
He thinks that for that young man the world
promises greater rewards than ever. Observing
that while a man may make the finest soap
and the best starch earth there is no profit
in 1t for him IF the people are not willing to
be soaped with that particular soap or starched
with that particular starch he goes on to show
just where the young with nothing but
brains find his account in the situation.
saying
1t is true that the profession of advertising
has always engaged the talent and energy or
some of the brightest minds in the land but the
work Of the past masters in publicity will seem
small and commonplace compared with what
will be demanded by the era of industrial COM
bination and trade expansion upon which we
are now entering. Thousands of good things"
are numbering in the intellects Of men-mechan-
ical inventions. chemical compounds, toys for
children. foods for invalids remedies Tor dls-
eases, appliances for contributing TO the lux
uries and comforts Of life. Who is the alchem-
ist that transmute them into gold? The
man who merely write good magazine or
newspaper advertisement will not answer the
purpose. It calls for genius who can orig
mate and work out the entire publicity scheme
! Humanity will wear more shoes and farmers
will use more wagons in 1902 than ever before
in the history of the race; but the man who
has a million invested in the manufacture OF
shoes or wagons do little in the coming
years without the genius of publicity He must
call to his aid the of ideas, men who are
masters of the art of presenting forcefully and
effectively to the millions OF consumers the mer
its of particular commodity. The genius Of the
artist the printer, the photographer ana the
writer will be laid under tribute to this TWEEN
tieth century profession of publicity. More than
ever before will it engage the thought and en-
ergy of men of talent and education. The time
will come when the devising of an original. skill
full and successful plan for launching a new
commodity upon the market will command fee
that would now appear incredible. here Is the
golden opportunity offered by twentieth century
industrial evolution and expansion to the young
man with nothing but brains
An entertaining story by Ethel Watts Mum
ford The Flash of an Emerald" fills the first
| sixty pages of THE Smart Set" The rest of
the number is given to goodly number of short
! stories and poems. From the latter we choose
these sprghtly lines by Mr. Clinton scollard;
VALENTINE TO SYLVIA.
The haw is shrvelled on the brier.
The wilding apple shrunken small;
/ And yet the flower Of my desire
1t fades nor withers not at all.
When barren droop both bough and vine.
It's Sylvia, be my Valentine!
The birds mute. cadence breathes
! Where copses once were golden keyed:
| And yet spell of silence wreathes
About the crying of my need
But ever, ever, masters mine,
It's Sylvia, be my Valentine!
Ayres La Prensa,' ought to be satisfied with
! their lot This journal was established in 1S69
! But hardly more than a quarter or century
| later the proprietor and editor. Senor Paz. was
able to erect for the housing of his paper a
building costing S2,000,000. Mr.. Bernard Meikle-
john tells all about 1t in ''The Worlds Work,
and his description reads almost like fairy
tale. La Prensa," told, rs not only
newspaper. but a free doctor. free lawyer, a
free library. free forum. a free hall, free
museum. a free hotel for distinguished foreign
visitors" If the salon for the reception of visit
ors is luxurious the quarters for the reporters
are hardly less The men OF the staff. In fact
have in addition to comfortable and well
lighted workroom. dining room where meals
are served at cost. and in the middle of this
room there is a billiard table for their use. A
fencing master is also employed for their bene-
fit At / o'clock in the morning tea or coffee is
served free to everybod in the establishment,
from the printers to the editor in chief. The
reader might be inclined to wonder how all this
is DONE even though La Prensa" has a vast
circulation but IT appears that the treasurer's
report for the first six months Of 1901 showed
gross receipts of 81 O33 800 AZ in money. and
expenses OF about S65O0O0