Evening star., 1922-05-21

THE STATE ICE CHGAA LAwS"
and stenographsr cleared their deska
and left. Donaldson blew in for .
breezy moment. then out again to catch
the lake car. Dan had an appointment
with his wife, and after waiting un-
easily for ten minutes. scribbied . note
which he left on w!ilard's desk and
took hurried departure. One OF the
trucks was stiIl out; Susan was alone
in the red brick building. She knew
with an uncanny feminine instinct that
Willard would come back bSsten. And
she did not wish him TO come back
alone to a deserted building.
And then. suddenly. coming as amas-
irgly AZ q miracle. she raw. a way cut
She sat staring ut the faded hya-
cinth. her lips parted, her arms crink-
ling to the very, Angertips with eysita-
ment. For q brief instant she fortot
Willard entirely in the thrill of it.
The idea was 10 simple that she won
dered she had not thought of 1t before.
wondered that Willard had not thought
Of 1t. or Ledder himself. Willard. Of
course. might not approve. But She
would be ready in case he did, With q
nervous glance at her desk clock, she
telephoned the Journal Carlyle. for
tunately. was still there
"Is there stiL time" she asked eager
ly. 'to add a line to our big advertise.
ment?"
There was q little pause while Car
lyle called the composing room. Then:
Plenty" he assured her. 'if you can
get II in first thing In the morning. !
suppose you want the same type?"
"Just the same" Susan assured him.
"And If We want to run II TIL have 1t
ready before eighty-thirty tomorrow"
THEN she called the other two
newspaper ofiices. She had just
hung up the receiver after having re-
ceived the thirds assurance. when Will
lard came in. One glance At his face
was enough to tell her the truth.
"well. Tn licked" he said grimly.
"I can get few thousand-not enough
| to be q drop in the bucket for q long
light There's no use going to Uncle
Miles-that was our agreement: I
wasn't to ask for an extra penny, and
he's a man who sticks by agreements
to the letter."
He picked up the notes Mahoney had
|left on his desk. studied them for a
few moments.
1--WE can meet the first cut" he said,
"and that's ALL"
He sat down at his desk. staring
DULY before him. He glanced up
sharply as Susan spoke.
I've thought of something" she
said. IF there isn't any other way
out. It might be worth trying"
what Is it?"
Its Just this: Don't let's try to
meet wiley's price war at all. DON'T
let's cut Maple Leaf even once. All
the response we've had so far has
been to just one type OF Advertising
the quality angle. If that advertising
has. been done well enough. II the
women have been really convinced
that Maple Leaf is the best ice cream
made. the kind Of women who would
hny It aren't going to be stopped by
. difference Of 20 cents a gallon,
wholesale"
"But the dealers" willard be-
gan dubiously.
The dealers will carry any ice
cream there 10 a big enough demand
for. We can't beat wiiey's game,
anyhow, playing it the same way
let's try playing it Just the opposite.
We are lucky enough to know ahead
what they're going to do. This hrst
price cut takes place the very day
Maple Leaf comes outlets make a
challenge of 1t. See. this is what !
mean"
She passed across the three adver-
tissments. Across tho bottom Of the
drst she had written In large. bold
letters . proud, almost insolsnt de-
i nance:
~Aore Expsnsive Than Ordinary
Cream. Naturally
For several Instants willard blinked
n surprias at the naughty challenge
There's nothing" Susan said eager
". nothing that makes q woman 50
SURE she's EettinE quality as to have
to pay for 1t 3
wtIlard nodded.
IT maker chesper creams seem or
danary. ausan went on breathisssiy.
II tiH qaake. Maple Leaf seem ex.
Eeaaetve- xeIusiys ana yst not 20 very
apck aaore expeasiv6 Oh. that COM