Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1915-09-03
THE IMPORTANCE
OF MRS. JONES
It's Great War, But 1t Has Nothing
on the insurgency of Mrs. Jones,
Who Provides the World
With Gumption
BY B. X. LITTLE

| other fellows do is TO make automobiles. Mrs
Jones buys them: Not Mr. Jones. Make nj
mistake about that. It's Mrs Jones wh'
| buys the automobile.
/ And do you know why she buys it? Some
times it's because she really wants enc
! Oftenest Mrs. Jones wants an automobile
because Mrs. Smith, next door. has got one
But Just consider how much more Mrs
| Jones has done than TO buy an automobile
Jones himself isn't altogether a spineless
! person. When informed that he is going tc
buy an automobile. Jones is apt to kick. He
is sure to say he can't afford II. He always
does say that. And what he says is deadly
true. But does that affect Mrs. Jones one
particle? 1t does not. What II Jones can't
afford an auto? What If there's no way to
save up for one? What does a little thing
like that matter? There's a perfectly simple
way for the Joneses to have an auto. IT'S
for Jones to make more money.
The Woman With "The Punch"
So Jones takes on a little night work. Or
he works little harder with his sales in the
daytime and doubles his commissions II
Jones himself can't think Of ways and means
of making that extra money, Mrs. Jones will
think of them for him. If left to himself
Jones would never on earth have an auto
He wouldn't have the gumption to get one
It's Mrs. Jones who generously provides him
with the gumption.
Economists say that the auto is a dead
loss to its owner. 1t earns no money and It
eats up a lot. But only the brainess econ
omist says that. Every minute Of its ex-
istence the auto is paying tremendous re-
turn to it's owner. It's an invisible return,
but it's immense. It's taking Jones out into
the air. It's giving him health and pleasure.
It's widening his horizon. It's taking him
to see distant friends that he would not see
but for its help. Above all, it's obiging
Jones to make more money It makes him
add lot to the wealth of the country.
And who's doing all this? Mrs. Jones.
She's got the punch.
Who is responsible for the enormous devel-
opment of the summer outing among us, with
travel abroad or at home, or perhaps a
month at the shore or in the mountains?
Mrs. Jones. Again Jones would never have
the gumption to provide himself and his fam
lily with an outing but for Mrs. Jones. She
sees to that. You may make up your mind
that when Mrs Smith goes to the mountains
for four weeks Mrs. Jones is going to the
shore for five. Let Jones growl as he pleases
about the expense, about the time 1t Will take
him from his business Let him prove as
he will that he can't afford it. Mrs. Jones
knows better. She's going to the shore and
she's going to take Jones with her. Once
again the result is that, by hook or by crook,
Jones makes the money. He also takes the
vacation-which Immediately benefits him
precisely as Mrs. Jones foresaw. That month
by the shore fills Jones with new pep. He
comes home bigger man with new ideas in
his head. He's met other men and broad
ened himself by the contact. Those four
weeks at the shore have made him a bigger
Jones. And he not merely pays for those
four weeks just past. but he makes enough
money for six weeks next year, or perhaps
visit abroad,
But who made that man Jones make more
money? Who lifted him out OF his rut and
got him in the way of bigger business ideas?
The answer is Mrs. Jones.
Who keeps religion alive today? Mrs.
Jones.
Who reads all the books and keeps litera-
ture alive? Mrs Jones. Who sees to il that
on election day Jones has his breakfast a
little early, and so gets TO the polls before
going to work and votes against child labor?
Generally It's Mrs. Jones.
World Mover Is Mrs. Jones
Mrs. Jones is aching for the ballot herself
Just now. On every count she should have
1t. Chiefly she should have it because giving
her the ballot is extension of democracy.
All the other arguments fade away beside
that one Doubling the number OF voters
doubles the chance of getting a little more
brains into an election It doesn't matter a
bit If Mrs. Jones is shade disappointed
with the ballot When sha vat, a. r,k-
lot isn't magic wand that you have only
TO wave in an impressive manner to mako tba
world perfect The chances are that Mrs
Jones is going to be vastly disappointed with
the ballot as means OF purifying the world
But what of IL?
The important part is not that Mrs Jones
shall get the ballot The truly important
thing is that she shall want II. By wanting
the ballot Mrs. Jon.s shows that she is dis
tnctly up and coming. We've got the idea
that this world war is the outstanding phe.
nomenon OF the time. It's nothing OF the
sort the outstanding phenomenon OF the
time Is this enormous insurgence OF Mrs
Jones It's truly great war But Il has
nothing on Mrs. Jones. She's going To go
ON long after this poor war is finished
you'd better not scoff at the cause. bet
ter not laugh at this woman's movement
You're only laughing at yourself IL Won do
GU may be irritated at Mrs. Jones for her
everlasting butting In. You oueht ~ he
proud Of her instead Don't forget that Mrs
Jones is the other half OF the race Ana isn,t
lt good thing on the whole, that Mrs
Jones has walked up? Don't you see what
she's doingY She's doubling the volume ~
energy that moves the world She's stimu-
latins and quiekening life. She wants things
70 get move on She wants Jones 10 get
= move on She's making him a better voter
better money-maker. She's giving hin,
avs that he never had, autos that he never
had pleasures and health that he would hava
been too law fn "a o..a - -. - -