South Bend news-times. (South Bend, Ind.) 1913-1938, 1915-01-30
SCHOOLS WASTE
TOO MUCH TIME
ON OLD STUDIES
Speaker at Ad-SeII Banquet
Contends More Time Should
Be Devoted to Teaching
Business.

At an enthusiastic and we'll attend
ed meeting of the Ad-Sell league held
Friday night at the Oliver hotel a
committee of five was appointed to
make arrangements for the league to
take advantage of offers of free ad-
vertising made by Frank Herring and
G. r. TrOwbridge. The offer, as made
by Herring and duplicated by Trow-
bridge, was that the league should be
given several hundred dollars worth
of free space in the Eagles magazine
and the Dodge Idea and that any
profit from the use of this space
should go into the league treasury.
Officers Reelected.
The officers of the league were also
reelected and d campaign was
launched for new members. Steps
were also taken with the view of hav-
ing an official emblem made which
could be worn by members while in
attendance at meetings in other cities.
The report of the secretary showed
that the league now has a member
ship of 1874.
Frank Herring acted as POSTMASTER
and, following a much enjoyed din
ner, he introduced the speakers of the
evening. Charles Anderson Pace of
the Chicago Association of Commerce
was to have spoken but he was un-
able to be present and his place was
taken by Arnold Joerns' an advertis-
ing man associated with several of the
department stores Of Chicago. He
was followed by Prof. II. ]. Atkins,
head of the department of psychology
at the University of Chicago, who
spoke on "HumanOlogy"
Joerns spoke on the manufacturers
relations with the retailer. He main
-, oh, rrfrr
more time to teaching business and
less TO teaching Latin and Greek. He
pointed out that of the $3.50, 100000
spent each year in this country for
advertising there was a large amount
of that was entirely wasted because
it was misdirected.
Encourages Retailers.
The speaker also held that the re-
tailers had nothing to fear from the
mail order houses. He said that the
efforts of the latter merely tended TO
awaken the local merchants who had
an advantage in being in close touch
with the homes. He gave interesting
illustrations of how manufacturers
could increase their business by Civ
ing correspondence courses in sales
manship TO the persons behind the
counter.
Prof. Atkins held the attention of
tensely interesting lecture on the
psychology of success in the business
world 1t was his claim that he could
so teach the elements of phrenOlogy
TO the advertiser that he could by
means Of his increased knowledge add
from 10 to % per cent to the good
results Of his advertising. He cited
cases where in his business as a ''vo-
cational expert he had advised men
TO go into other lines OF business
where by being better fitted to their
work they had greatly increased their
earning powers.
The lecture was illustrated by
means OF charts showing various
types of craniums and various facial
characteristics. The speaker explain
ed in detail the predominant charac-
terists of the motive type and the
mental type of men as well as other
types and pointed out the various
methods by which the various types
Of men should be approached by
salesman 1t was shown also how
men should enter only such lines Of
endeavor to which they were best fit
ted and that man should get only
pleasure out of the doing Of the things
which fell to his lot each day.
No Blame for Criminals.
Prof. Atkins spoke in a general and
authoritative way on tempermental
qualities as exposed by facial forms.
He showed how the measurements of
the criminals Uranium is much the
same as the measurements of the
shrewd and successful business mans
Uranium the difference being that the
former merely was lacking in calcu-
lation. The speaker held that the
state should learn to educate crimi-
nails according TO their personality
and he contended that blame should
not be put on the criminal for his
Gated more before they are born than
they are afterward.
The speaker said that his investiga-
tions had shown that the average
young man is lacking in cOnjugality
and is inclined toward the miscellane-
Gus and polygamy. He said that one
reason for the fighting now going on
in Europe was the f" CT that the peo-
pie of that part of the world were
largely of the fighting temperament
He made reference to the pending
bill which would bar certain immi-
grants from this country saying that
there was such thing as a scientific
ditch digger" and that such men were
needed even though they were good
for nothing else but such work.
Measures Local Men.
Much interest was aroused by meas
urements made on the craniums Of
several men in the audience. Among
these men was b. A. Tuttis OF the
Typewriter shop and Pres't Trow-
bridge Of the Ad-Sell league. Follow
ing the adjournment Prof. Atkins
gave an informal talk TO a large num-
Der who were interested in a course