Year: 1873

Ih1S Is q subject Roundabout has long
desired to discuss. 1t involves a prac-
tice which, in his opinion, is one of the
most senseless and inexcusable known
to the civilized world. A cOrrespOn-
dent puts it thus:


DEAR ROUNDABOUT-As you are supposed to
know everything, please inform us which is
the proper side in accompanying lady on
horseback for the gentleman to ride. By so
doing you will settle point in dispute by


EQUEsTRIANs.


On the lady's left! By every law of
common sense, by every instinct of wis
dom, convenience, and safety, on the
Iady's left!


Roundabout is aware that he attacks
one of the most ancient conventions of
society i'll these parts; but he does so
in the serene assurance that he is right,
and is able to demonstrate it to the
satisfaction of every reasoning creature.


For example, you ride with lady
first, to serve and protect her; secondly,
for purposes of mutual enjoyment.
Some men are so exalted as to have
both objects equally before them.


Looked at from a conversational
point of view, there cannot be two
opinions. The lady, from the necessi-
ties of her posture, naturally faces to
the left. If there is one thing needed
in aggravation Of her cramped and awk-
ward attitude, it is the twisting Of her
neck so as too look at some one riding
on the right. Of itself, this cOnsidera-
ton fairly looked at is enough to settle
the matter for good and all. But there
is far graver reason why man should
ride on the lady's left, and people who
don't care for little neck twisting, will
hardly prove so Indifferent when the
actual breaking of that member is in
question.


Ninety nine men out of a hundred
can do more with their right than their
Left arms, and even the other man
should be on that side, because the left
is the bride hand. If an accident Oc-
shows unmistakable symptoms of bolt
ing-it is only from the lady's left that
prompt and effectual assistance can be
rendered. Were it necessary to lift
her from the hOrse-and it is an ever
present pOssibility-the service can be
rendered q thousand times more easily
and safely. Some of the most appall-
ing horseback accidents on record have
occurred in an attempt to lift a lady off
the horse from the right. Her skirts
are liable to get entangled in the saddle,
and then the most fatal consequences
invariably ensue. Taken from the
other side, she is already half off. She
has but to shake her foot from the stir
rup, and the thing is done.


Roundabout could never understand
the existence Of different opinion on
this subject. With every argument of
| the one hand, there is not q single "a
| tiOnal plea to be urged in the other.
Even if people do not value cOnve-
nience, and even if the lady is willing
to distOrt her body and dislOcate her
neck in pursuance of foolish custom,
no man, entrusted with her safety and
feeling the responsibility, should ever
consent on any terms to neglect the
plain rules of prudence here indicated.


VIGOROUS ADvERT1s1NG.-Mr. Bar
mum, in securing another of his extra
ordinary successes in advertising, has
reawakened the attention Of business
men, and has more especially startled
| his rivals. It"WOuld be interesting to
know exactly what proportion of his
success was brought about by news
paper advertising as compared with
| that obtained through the use of pos
ters. This cannot of course be ascer-
tanned, but we think there can hardly
be doubt that, for the amount of money
expended, the newspaper advertising
brought in the largest return, as it was
also the most necessary to the success
of the advertiser. In considering the
estimate giving below it should be
borne in mind that the posters, being OF
an expensive character, could not nave
been used with the overwhelming effect
to be had from newspaper announce,
ment. Advertisers should also consi,
der that circus business is exceptional
and the effect to be gained from poster
advertising in that particular branch ot
business forms no criterion for the
needs Of the regular advertiser. The
statement referred to is as follows:


"Does advertising pay? The col
Ored show bills which Barnum will use
this year cost $450,000. His. small bills
circulars, ETC., will cost $4,000. Hi
advertising in the newspapers will cos
100000. Total, 100000, the whole Of
which is expended in Printers ink
| What is the result of all this tremen-
dous advertising7 Receipts exceeding
$4,000 a day, with anetproit Of $50, ,0O(
q week, $4,000 per month, or $84O,OO(
for the season"