The Washington times., 1922-12-31
FIRST PRINCIPLES OF AD-
VERTISING. by Wilbur d. Mes
bit. New York; Gregg Publish
ing Company. 31.60.


IT has only been within the past
decade or SO that the subject Of
advertising has been accorded a
place with the sciences. Prior to
that time very few books had been
issued on this engaging topic. and
most of these consisted Of vague
generalities that left the tyro with
no definite idea Of its principles.
In the last few years. however.
courses in practical advertising
have been made a part of the cur
riculum Of many universities. just
as has been done in the case Of
Journalism. the object Of which has
been to teach, at least, the funda-
mentals Of the science and prepare
the beginner for the more ad-
vanced training that can be OBJ
tanned only by experience.
"First Principles Of Advertising"
by Wilbur d. Nesbit. offers in
itself a clear. concise outline Of the
steps the beginner must take. and
there is no doubt but a careful
study of its pages will make 1t
possible for the reader. presuming
he has a natural aptitude and in
clination for the profession, to gain
a practical knowledge of the art
that might not otherwise be OBJ
tanned except through weary
months under the tutelage of
trained advertising man.
Mr.. Nesbit Is particularly and pc
culiarly fitted for the task he has
assumed, as his Is one Of the great
names in the world Of advertising.
As vice president Of the William
H. Rankin advertising Agency.
with offices in Chicago. New York
and London, he has had years Of
experience. not only in the prep
aration, but also the marketing OF
advertising copy. and his name has
been associated with many cam
paigns Of national significance.
His First Principles" embodies
in most compact form the early
stages bearing on the preparation
of advertising copy. presented In
simple. conversational style and
each chapter is followed by five or
six questions. which the reader
may use for purpose Of self-examin-
alton. dealing with the particular
subject treated. The more advanced
phases of the art are to be dis.
cussed in a Forthcoming volume.
POLITICS by Frank Exline.
New York: E. p. Dutton & Co.
$500.
DOPULAR favor of wealth in
i stead Of skill and merit as a
qualification for public office Is
unsparingly condemned by Frank
Exline who suggests a principle
for the selection Of judicial and
executive functionaries which
would eliminate entirely the cor
ruption. misdirected effort and
inefffciency from which the
country is suffering today.
While the author advances
many new ideas on how to cor.
rect the political machinery Of
the country he has also included
many Of the time-honored rex
alls" which have been advanced
by reformers for the past half
century. The book is devoid Of
much of the flowery verbiage
that characterizes the so-called
reform books.
IN her "Glimpses Of Authors"
Houghton-Mifflin) Caroline Tick.
nor tells Of the time, shortly after
the Civil War, when the poet
Whittier was SO violently hated
for his anti-slavery beliefs that
he was really sometimes In fear
Of his life. One day a small but
heavy box arrived by express
from Chattanooga, and when the
cover was removed an array Of
iron points appeared. which filled
the poets niece with alarm.
1t was hastily decided that 1t
was an Internal machine sent by
the Southerners to kill Whittier.
The box was hurriedly buried in
the garden. and only resurrected
from its premature grave on the
receipt of a letter from a friend,
stating that he was sending a
paper-weight modelled from bull
let's picked up on the battlefield
of Lookout Mountain.
NEWS comes that the Soviet
government has again impris-
oned in Moscow Marguerite e. Har-
rison. author of 'Marooned in Mos
cow" In the absence Of further
information, 1t is to be assumed
that Mrs. Harrison has been held
because of things in her books,
oil -