MAGAZINE TIT-BITS.

Evening Star, Issue 14001, 6 March 1909, Page 10

MAGAZINE TIT-BITS.

“ ADVERTISING IS EVERYTHING A writer in the current number of ‘ Modem Business ’ once asked Mr Gam age, the head of the well-known firm of that name, what he thought of advertising as a factor in the building up of a great enterprise.

“Why,” was the reply, “it is everything. I have realised that from the very first, when I almost covered my whole window with a poster. Yon must let the public know what you are doing. Advertising isn't a luxury, nor an experiment, but an absolute necessity. I may have the largest stock of the best goods at the lowest prices in Britain, but I shan’t sell them unless the public know I have them; and the only way I can let them know is by advertising in as'big a fashion as'l can. And always advertise truthfully. It is fatal to exaggerate. The public always find you out; and, indeed, I don’t myself know anything more infuriating than the discovery that things are not what they were advertised to bo. Whereas, by giving a customer much more than he expects, or as much, you make a friend of him, and he comes again. So strong, indeed, axe my opinions on the matter of truth in advertising that I would never allow an (unduly laudatory adjective to be prefixed to any goods I was advertising. And then, again I am a- firm believer in the illustrated advertisement.” “THE GAMBLE OF FICTION.” In the current issue pf the ‘ Bookman ’ a number of successful and popular novelists tell of their early experiences. Edgar Jenson says: “ Out of my first book, * Sybil Falcon,’ I made exactly nothing at all; out of my second book; ‘The Passion for Romance,’ which I am frequently assured is the best boot I ever wrote, I made £2 Is Bd. Out of my first five books I made £175 6s o|d. These contain some of the best work I ever did; and I have kept the figures as a warning to young men and women desirous of essaying the gamble of fiction.” Silas K. Hocking’s first story brought him £ls, and he was very thankful to get that for it. C. J. Cntdiffe Hyne was working six years before he made £l5O at novel-writing, and during all that time he was travelling about the world getting material at first band. Joseph Hocking does not care to divulge the sum he received for what he regards as his first novel—he was about twelve years Old when he commenced writing, anS kept on receiving rebuffs until lie was about twenty-four—-but it was ridiculously small, and yet the book had sold by many thousands of copies. John Oxen ham’s ’first year’s efforts brought him in about £25, the next year about £IOO. Charles , Marriott sold nis first novel outright for £2O. For the next two years his actual earnings amounted to £366 15s Id. The sum represented two novels, twelve short stories, the same number of miscellaneous articles, and a little reviewing, A QUEEN’S VIEWS ON MARRIAGE. At the present time, when so many women are revolting against the “ tyranny of man,” a Queens views on marriage will prove interesting. But it is worth noting that “Carmen Sylva” has a word to say in favor of the much-maligned husband. “A standing complaint among women,’’ she says, “ is that husbands have no appetite, that they are taciturn or sarcastic in their society. If men compelled their wives to swallow the bad indigestibles som% men are treated to, and also the illnatured remarks, scoldings, complaints, and assurances of contempt my asters arc in the habit of spouting forth at meal times, the number of female dyspeptics would be vastly larger than it is now.”— ‘ M.A.P.’ THE RISE OF QUACKERY. Statistics show that the annual value of stamped medicines sold is increasing at an enormous rate. The amount expended in remedies of this description in the years below-mentioned was approximately as follows:—1860, £550.000; 1870, £580,000; 1880, £1,080,000; 18S0, £1,740,000; 1900, £2,510,000; 1907, £2,620,000. Reckoning the population of the British Isles at about twenty-three millions in 1860, and thirtynine millions in 1906, it follows that the amount spent in patent medicines per head is now about five times as great as it was half a century ago. After making full allowances for the increased spending power of the masses, these figures prove conclusively that notwithstanding the wide diffusion of knowledge, the spread of education, and the raising of the standard of intelligence among the people, the appeal of the quack and the charlatan to the credulity of the public meets with a readier response than ever.—‘ The Hospital.’ GLADSTONE AND JOHN BRIGHT. I quote from my diary : “ Mr Gladstone dined with us to-night to meet the editor and artists of the ‘Punch’ staff. Was much struck on nearer view with that feeling of surprise at his amazing physical and mental virility which surprises every observer of him in public life. The only j casual indications that ho has entered hi;; eightieth year take the form of increasing deafness and a slight huskiness in his voice, which wears off as he talks—and he talks with abounding freeness, though, as someone obserced, he is also ‘ a most attractive listener.’ “Talking about John Bright, he spoke regretfully of the carelessness with which his old_ friend dealt with himself. ‘ Bright,’" ho said emphatically, ‘ did nothing he should do to preserve his health, and everything he should not.’ If he had only been wise, and wise in time, there is. in Mr Gladstone’s opinion, no reason why he should not have been alive to-day, halo and strong. He never would listen to advice about himself. Mr Gladstone told a funny story about his habits on this score. Up to within the List ten years he had no recognised medical attendant. There was some anonymous and unknown person to whom he went for advice, and of whom he’spoke oracularly. ‘ But,’ said Mr Gladstone, with that curious approach to a wink that sometimes varies his grave aspect, ‘ he would never tell his name, or say where be lived.’ About ten years ago Mr Bright wirprised Sir .Andrew Clark by appearing in his consulting room. Sir Andrew, who.knew all about his peculiarities in this matter,, asked him how it was he came to see him. “ ‘ Oh,’ said Mr Bright, ‘ it’s Gladstone; he never will let me rest.’ “ The mischief of long neglect had been accomplished, but Mr Bright acknowledged the immense benefit he received, and nothing more was heard of the anonymous doctor. “ Mr Gladstone used to advise Mr Bright as one panacea for preserving health of mind and body never to think of political affairs after getting into bed or on awakening in the morning. “ ‘ I never do that,’ Mr Gladstone said. ‘ I never allow myself to do it. In the most exciting political crises I dismiss current matters entirely from my mind when I go to bed, and will not think of them till I get up in the morning. 1 told Bright this, and he said: That’s all very well for you, hut my way is exactly the reverse. I think over all my speeches when I am in bed'!’ * —From “Sixty Years in the Wilderness,’ by EL W. Lncv in ‘ The CornhilL* THAT REMINDS ME. Many and varied are the methods to which busy men have recourse in order, as the Yankees put it, to keep their memory “ peeled.” A veyy successful plan is that of a shrewd city man, who has recourse to the use of ’ pepper or snuff to jog his memory. A liberal dose spread over his handkerchief greets his olfactory nerves whenever he extracts it from his poclcet, and, as he himself says, then “that reminds me,” It is a somewhat uncomfortable plan, but it must is

decidedly effective. There is «ra» ol& Government clerk in Whitehall who is as ennisemeni to all the joniora. .When be hoe any matter of prgent importanoe to attend to in the morning ho invariably'’ ties two of his fingers together with a small piece of red tape.— ‘ Tho Strand Magazine.’ • A PLEA 808 BOXING. . The_ writer views with some concern tho inability of the average Englishman to defend himself, or some weaker person or creature, when necessary from the ruffianly and imppovoked onslaught of the bully, tile wife-beater, or the vicious brute who ill-treat an animal. No healthier exercise exists, and no more graceful method of athletics ran possibly be imagined than two really good boxers as they face one another, with every instinct on the alert and every muscle braced and ready for defence or attack.—F, G. Shaw, in ‘Fry’s Magazine.’ MONEY AND ITS DRAWBACKS. Some people are left money just in the nick of time, and make a good use-of it; it is ruinous to others to receive money that they -have never earned. A good many people would never do any work at all if it wasn’t for tho fact that they had to, an< t so a wise Providence decrees that romey shall not come their way except by the sweat of their brow.—‘The Captain,’ VERT ENGLISH. The Prince and Princess of Wales like to be somewhat old-fashioned at home, and there is rarely a day that the Prince doesnt read akmd some interesting book to her Royal Highness, whilst she knits or sews. Her photographs, by tho jvay, do not do hf.r justice. She has. as a keen critic onoe said, “ the prettiest month and teeth in the world,” and the play of her expression is very attractive. She has a good mezzo singing voice, and dislikes riding, bicycling, golfing, and such tilings. Both Prince and Princess are exceedingly English in their tastes. They like “ nice'” people, and the “ Marlborough House set” is a charming one from every point of view. The Prince is said to be a inch man, and he and his wife arc liberal housekeepers. When they come to the Throne they mean to be, above all thrmrs English.—‘The Bystander.’ ’