Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1915-05-30
At THE PUBLIC LIBRARY.

a man sold formula for making
soap for 100000 The purchaser
could make as good soap of his own.
but he was paying for the advertise
ments that had already gone into the
soap he bought, Put two breakfast
foods exnctly alike upon a counter.
ono of them bearing a new label and
the other one OF the widely advertised
variety Tho storekpeper will sell one
hundred of the advertised brand TO
one package of the unknown. An
other. but unknown, revValist quite
as picturesque. fOrceful eloquent. vim
dictive ana slangy as Mr.. Sunday
might camp here a week aud. get no
body 70 come to hear him. while the
Rev billy draws tens of thousands.
a wonderful example of the power of
advertising. General Ben Buffers
maxim was II don't care damn
what YOU say about me. so YOU keep
saying il all the time" He knew the
value OF publicity. A new book at
the public library, THE business Of
advertising" by Earnest 70. Calkins,
Is intended for those who wish to
know what advertising Is ana how II is
done. II aims to show briefly the
work OF those who deal In advertise
ing. II must be brief TO cover the
ground No one book on advertising
can now be complete, but a single
volume may set down the fundamen-
tails OF the practice of advertising and
this has been done in this book
Eleanor ~, Porter In "Pollyanna
grows un' introduces the reader again
10 the girl who in "Pollyanna" trans
formed hospital by her CHEEKY good
nature. IN this new book she brings
sunshine into the house of rich |
woman who Is mourning the loss of |
an only son And she works miracles. |
including the putting OF new life and |
into crippled boy. The
story Is well written and viii appeal |
% the many readers OF Mrs. Porters
irst book.
great many readers have laughed |
with Helen Martin over her descrlp-
ions Of the peculiar people known as
he PENNSYLVANIA Dutch. Her new
book Martha OF the Mennonite Coun-
ny Is about the same queer folk Ed
ward oliver Potter, a distinguished
ioveliet tn search of literary material,
ponds "A winter IN Pennsy lvana
Dutch village as principal OF the high
ehool Miss Beatrice Forbes of New
DIRK an heiress. who wants to do
worth While IN life. starts
Ter career as assistant In the same
ohool. But these young people do
lot aa one might expect fall In love
With one another Beatriees affections
re already held hyfa famous artist,
nd the novelist finds himself becom-
ng Interested IN Martha the little
rudse N his boarding house. Every
ody IN the story plays at cross phr- ,
oses but the reader X in on all the ,
eorets and viii even suspect ms truth ,
bout Uncle 10 who comes home
rom Mexico supposedly poor to be
ared for by Martha after his sister.
iartha's stepmother has turned him
way.
Boys hook OF stamp collecting. ,,
y Douglas II Armstrong Is a book In :
'htch all the Information one should .
now about the science OF collecting is f,
ircn cOmpactly and enterta iningly. /,
n Armstrong has little patience With :,
hose who have IA passing craze for !
altering together numbers of coll
red postage labels In an arbitrarily .
tanned album His book is a practi-
q guide for ardent young collectors !,
no take an intelligent Interest in
ieir stamps, and wish 10 know the i
lslorieal and geographical associa-
ems of each II is very fully Illus /,
ated