New-York tribune., 1905-04-12

or two. with a couple OF extended fingers, and ex;
claim quite aftaby. ia! MI Ihackryl itaI% COVE d
likely enough would turn TO the waiter and bid
him Give this gent glass Of the same. and score
It up to yours truly!'
Comparatively few lovers OF trees hnd it con-
venient to purchase ''The Silva OF North Amer
ica," that work by Professor Charles Sprague
Sargent which forms a kind Of heroic nnonu-
ment to the subject It is a matter for rejoic-
ing. therefore. that he has compiled Manual
Of the Trees OF North America Exclusive OF
Mexdco)." which his publishers, Houghton.
BIif1in & Co. have printed in a convenient Oc-
tavO about eight hundred pages thick. In this
popular compendium Professor Sargent con-
denses the invaluable information spread forth
in the fourteen volumes OF his SILVA" He cuts
to the bone. but always with such for the
essentials Of description that the student is never
in any danger Of going wrong. There are more
than six hundred illustrations, drawn by Mr..
Charles Edward Faxon with his accustomed pre-
cision. A glossary and a full index round out an
altogether admirable compilation. The publishers
have made 3 particularly handy and durable
book In this case. binding it in a green buck
ram that lie unusually pleasant to the eye and to
the touch. The most strenuous worker in the
woods could carry this volume around with him
without fear Of its going TO pieces under prao-
tical use.
Does the modern English or American reader
care anything about Dante? No doubt there are
skeptics who would maintain that the Italian
master is rarely so much as glanced at save by
specialists, but the fact remains that in the
series OF Temple Classics" alone there have
been twenty thousand copies Of Dante sold since
1896.
Under the title of Modern Advertising Cd.
Appleton & Coz. Mr.. Ernest Elmo Calkins and
Mr.. Ralph Holden have published a volume in
which they make an intelligent and entertaining
attempt TO elevate the art OF advertising into
scienca The authors state that 1t is impossible
to give definition OF advertising. except the
book itself may be accepted as a definition and
then proceed to give q very good one: "Adver-
tising is that subtle. indehnable (sic). but pow
erful force whereby the advertiser creates a
demand for given article in the minds of a
great many people. or arouses the demand that
is already there in latent form" Advertising will
not arrive at the dignity of a science until it is
possible 10 tell definitely just how much pub
licity a given dollar will buy. But while such
exactness may never be reached. it is being more
and more closely approximated. 1t is difficult to
theorize about advertising, the authors declare
No advertising is successful which does not
sell goods, and no advertising is unsuccessful
which does" The main purpose Of the book is
TO determine by which practical methods the
best results be obtained in any particular
case. and to deduce principles from these inves-
legations.
This scheme involves a careful study Of all
the various methods Of advertising. and espe-
cially Of the means Of 'keying" advertisements
by which advertiser can determine as nearly
as possible just how many persons his efforts to
secure publicity have reached Many interesting
stories told Of the successful and unsuccess-
ful attempts Of sellers buyers for their
wares. one Of the best relates To an astonishing
experience Of Robert Bonner. the publisher of
The New-York Ledger:
When James Gordon Bennett, the elder, was
Editor of The Herald" Mr.. Bonner struggling
TO build UP his Ledger" and decided try little
OF eight words Read Mrs. Southworth's New
Story in The Ledger and sent 1t to THE Herald
marked for "one line Mr.. Bonner's handwriting
was so bad that the words were read in The Her
aid of1ce 'One page" Accordingly the line
set up and repeated 70 occupy entire page.
MI Bonner was thunderstruck the next morning.
he had not TO his name enough money in the bank
70 pay the bill He rushed eXctedly to The
Herald" Office, but too late do any good
uent began to be felt. Orders for The Ledger
poured in until the entire edition was exhausted
and another one was printed. The success of THE
Ledger then established Ever after that time
Mr.. Bonner ardent believer in advertising
and liberal purchaser of space.