Judge — October 23, 1915 — page 2: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

The mark of superior motor car rervice You know these trade-marks through National Periodical Advertising The purpose of a trade- mark or trade name on ‘ods is to identify them, so that the buyer may know the origin of the goods, may have a convenient means of getting the same goods a second time if he is pleased, or of fixing the responsibility for his disappointment, if he finds the goods to be inferior. The purpose of national advertising 1s to make widely known the names and trade- marks of goods upon which the manufacturer places this stamp of his responsibility— this sign of his willingness to be judged by the quality of hisgoods. The trade-mark identifies the goods—adver- tising makes them known. The two things work togeth- er automatically for higher standards of quality. It is obvious that when goods can be identified by the purchaser they are as easy to avoid a second time as they are to buy—therefore, second and subsequent sales will depend upon the satis- faction of the buyer with his first purchase. Advertising reduces the cost of selling superior goods, because it introduces such goods to millions of new customers whose second and subsequent purchases more than pay for the cost of the introduction. Advertising is death to inferior goods, be- cause inferior goods do not make permanent customers. Trade-marks and national advertising are the two great- est public servants in busi- ness today. Their whole tendency is to raise qualities and standardize them, while reducing prices and stabi- lizing them. J udge The Happy Medium MEMBER OF THE QUOIN OLUB THE NATIONAL PERIODICAL ASSOCIATION 7] i aa ee Ao Vol. LXIX. October 23, 1915 Copyright, 191 Entered at the Post-o Ww Joba A, Sleicher, Grant E. Hamil ee CONTENTS Cover Design: Ring Off! Mary Lane McMillen Everybody Goes to the Mov- les at Vapp’s Crossing C IV. Kahles Efitorials: Comforts of Archeology Mediocrity Threatened Brief Deci- sions. ‘ Getting in Beyond His Depth Orson Lowell Ballades of a Gay Week-ender: Popular Hostesses — Mrs. Gookes . . + Paul Norman Laura . is + Fred Ladd Authors, Attention! + Terrell Love Hollidey Human Interest. Charles Elkin, Jr. What Else? « « Stokely S. Fisker The Onrush of Time . Tom P. Morgen Interest, at Any Rate. A. Walter Utting Gathering Evidence HW. Dee No Criterion . + ILI. O'Connell The Homecoming Tod Cheneviz Fortune’s Whimsies (illustra- tion by Fellows) . « J. A. Waldron Egg View Notes . Leslie Van Feery The Big Brother «Wm. W. Whitlock At the Country Club, Brook- line, Mass. . « Between Curtain: Cyril Andrea The Moderna Woman: Curb- side Comments Orcola W. Haskell Suffrage Facts and Fan- ces. . . « Anna Cadogan Bz Spontaneous Humor JUDGE'S Between Covers Oversea Humor, With the College Wits, Passieg the Mustard, Stories with Smiles, Amusieq Tales of Contemporary Life, and Verse and dst by JUDGE'S Humorists. The Comedy of Life in Pictures by Grant E. How ilton, Emil Flohri, H. A, Petersen, Zim, Hot mann, G, B. Inwood, Clarence W. Andenm, R. B. Fuller, Barksdale Rogers, Harcey Pak, J. K. Bryans, Harold Thomas Denison, ky Rohn, Hencke, Rollin McNeil Crompton, F.L Fithian, G. P. DuBois, Laura Fester ond cher. SUBSCRIPTION RATES: One year, of 52 numbers + - + wo Six moaths, or 26 numbers = Thirteen weeks + + = > oe. LS Payable in advance by draft on New York, or by 7 or postal order. b ‘The contents of JUDGE. are protected by copyristt ia both the United States and Great Brits, If JUDGE cannot be found at any news stand, the pe Ushers will be un er obligations if thet fact be prose rey 00 tal or by letter. TRACK NUMBERS: Preseat. year, 10 cxotyp OFF DVERTISING OFFICE: ADVERTISING OFFICE: Bostos