Evening star., 1925-07-26
IDA GILBERT MYERS.
PUBLICITY. BY Ivy L. Lee. New
York. Industries Publishing Co.

IDA GILBERT M M1EhS.
PUBLICITY. BY Ivy L. Lee. New
York. Industries Publishing Co.
TN tune with the time pressure of
the present day, this study or
publicity calls for less than an
l. hour for it's consideration. Con-
densed TO the prime essentials or
the subject, the study adds still fur
ther to it's practical treatment by
straight approach to the theme and
by a concrete method of exposition.
The two addresses which make up
the substance of the book are d.
rected on the one hand to teachers
of journalism and on the other to
an official body of business associates.
Between them Is the author, himself
for 20 years engaged In publicity
work. On one side is business in It's
various aspects requiring public at
tention and response. On the other
side is the pres, chief among the
agencies of publicity.
From such standpoint Mr.. Lee dis
cusses the nature of the subject, linz
iting it to meet the special situation
prescribed, setting the conditions Of
a legitimate and proper publicity or
from measures and methods that fall
outside these limits of propriety and
fair dealing. On the side of the press
he, in concrete eXemplification, sets the
dividing line between news and ad-
vertisement, showing why each is
what it is and why it cannot be the
other. On the side of business he
makes clear the fact that mere pub
licity cannot take the place of sound
policies, while both together can
achieve greatly in the desired direc-
ton. incidentally, the author shows
that, owing to the increased COM
pleXity of all business, the trained
publicity man has a place which the
news reporter, with his background
and shifting assignments, cannot pos
sibly fill BY way of this practical
little book the author makes a fair
linking up of business, the press and
the trained publicity agent, one that
shows the real community among
them, one that at the same time de-
velops the legitimate AMI effective
ways by which they are calculated TO
serve one another.
JUNGLE DAYS. BY William Beebe
author Of Galapagos; Worlds End. y
etc. Illustrated. New York: G. P
Putnam's Sons.
lnNE minute pure scientist, prodding
- every sort OF strange animal with
| glass and fine tool and reacting fiuiC
| and any other whatnot of exact knoWl
| edge, satisfied only with the final pre-
! else dotting of every 81" and the
| crossing of every ''t' of literal fact
| concerning the subject in hand. Ir
| such n moment William Beebe suits
| the pure scientist down TO the ground
| and TO him by way Of Jungle Davs'
! he brings a fresh and precious store
| to add to the sum of knowledge. But
! Beebe is not every single minute the
pure scientist. For now and then he
| stands up straight and looks out and
| off far as the maSSed and tangled
| jungle will allow. And in this pose
! of wider reach he has a way of gather
| ing acknowledgements and brilliant
| points, composed against impenetrable
| depths of background from which
| breathe a thousand implications OF
| mystery and lure. When he stretches
| himself that way he reaches out anC
| touches the poet that everybody Is
| inside himself. And, again, once il
| a while he sits down with the jungle
| birds. beasts, and bugs. and things
| and the riotous growths and the deer
| shadows, and out of these he weave.
! regular stories, as true as truth al
| of them. Much more beguiling to {
| vast number of people these stories
| than the catalogues and classified
tions that accrue from the jungle tC
| the learned scientist. But the poin
is that William Beebe appears to bt
able to bring something home out O.
his far wanderings to fit all sort.
of folks. And this is what he surely
has done in Jungle Days. - M
the next thing from him will be fac
and story and song about the Sar
gasso Sea.
AMERICAS GREATEST GARDEN
BY E. H. Wilson. NJ. A, author
of "A Naturalist in Western
China etc. Illustrated. Boston
The Stratford Co.
HERE is the story of America
- greatest garden. the Arnold Ar
boretum of Harvard University. From
its inception in the mind of Charles
Sargent to it's present amazing fulfill
ment the garden stands here in
season by season perfection of beauty
As well as orderly and lucid descrip
tions, supplemented by an abundance
Of admirable pictures, can do, thi
book reproduces the famous Arbore
tum. In addition to the seasonal pro
cession of growth and bloom set dow
here, there are descriptions of specia
festivals, like that of lilac time,
which suggests at once the readin:
| of Alfred NoyeS' Come Down to Kew
in Lilac Time" like the cherry bios
som festival and the azalea carnival
these merging toward Autumn int
4 the gala season of rhododendron ant
laurel. An extra touch of interest il
added by an open entertainment o
the birds in the Arboretum. fine ant
lovely touch. A final chapter sum-
the daily use of this great garden
with the record of its growth within
the last half century. 1t stands IL
beauty and perfection as an estab
lished home for woody plants, and a
station for the study of these plant
in their scientific relationships. IL
their economic properties and in thei
cultural aspects and possibilities. Tn
work of a scientist, the famous Chi
. nese Wilson" the book is an authori
tative source of knowledge. 1t is
besides, calculated to be true sourc
of inspiration to landscape artists ant
home gardeners.
STOLEN IDOLS. BY E. Phillips Or
penheim, author of THE 1neyltabi
Millionaires, etc. Boston: Little
Brown & Co.
. OBBERY is the foundation of thi
) ~ new Oppenheim adventure. A
believable as a police court case i
, this respect Plausible a step further
too, since times without number hav
men committed theft to make goo
their losses great and small. Nothin
more of the commonplace, however
can be expected from L. Phillips Oh
Nf lp