Life — December 21, 1911 — page 30: what you’re looking at

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

LIFE december thirty-first is all right— but how ‘bout january one go as far as you like but come back via the RED RAVEN route main line to health clears the head scrapes the tongue sweetens the breath and puts you right for 1912 splits, everywhere 15¢ None genuine without THIS cord. Are a preventative of sickness, Though they save Goctors’ bills. physicians everywhere not only Fecommend them but wear thein.’ They hot only your health. affording comfort, but add Boek adstie the Life to your shoes, by protect- EvEnYsooy | NEEDS EVERSTICKS. Always for sale whe ACCEPT NOBUBSTITUTES.. THE ADAMS 2FORDCO. CLEVELAND, 0. Christopher Columbus Probably few people have been more successful in the discovering line than Christopher Columbus. Living as he did in a day when a great many things were still in an undiscovered state, the izon was filled with golden oppor- for a man possessed of Mr. C and ambition. His life at first was filled with rebuffs and disappoint- ments, but at last he grew to be a man of importance in his own profession and the people who wanted anything discov- ered would always bring it to him rather than take it elsewhere. And yet the life of Columbus was a stormy one. Though he discovered a continent wherein a millionaire attracts no attention, he himself was very poor. Though he rescued from barbarism a broad and beautiful land in whose me- tropolis the theft of less than half a mil- lion of dollars is regarded as petty lar- y, Chris himself often went to bed not singular that the gray- eyed and gentle Columbus should have added a hemisphere to the history of our globe, a hemisphere, too, where pie is a common thing, not only on Sunday, but throughout the week, and yet that he should have gone down to his grave pie- less! Such is the history of progress in all ages and in all lines of thought and in- vestigation. Such is the meagre reward of the pioncer in new fields of action I presume that America to-day has a larger pie area than any other land in which the Cockney English language is spoken. Right here, where millions of native- born Americans dwell, many of whom are ashamed of the fact that they were born here and which shame is entirely mutual between the Goddess of Liberty and themselves, we have a style of pie that no other land can boast of. From the bleak and acid dried apple pie of Maine to the irrigated mince pie of the blue Pacific, all along down the long line of igneous, volcanic and strati- fied pie, Ameri dom bird with the nose, leads the world. Other lands may point with undissem- bled pride to their polygamy and their cholera, but we reck not. Our polygamy here is still in its infancy and our lep- rosy has had the disadvantage of a cold, backward spring, but look at our pie. Throughout a long and disastrous war, sometimes referred to as a fratri- cidal_war, during which this fair land was drenched in blood, and also during which aforesaid war numerous frightful blunders were made which are fast com- ing to the surface—through the courtesy of participants in said war who have patiently waited for those who blundered to die off, and now admit that said par- ticipants who are dead did blunder ex- ccedingly throughout all this long and deadly struggle for the supremacy of liberty and right—as I was about to say when my mind began to wobble, the 146 Intensive buying O man of sense would buy at the market rate per acre for fertile ground, a hundred acres of ground, half of which was constitution- ally unproductive. Yet many a man, of good business judgment in other di- rections, will purchase adver- tising space on the basis of bulk circulation, ignoring the waste places ——and the bigger the bulk the poorer business judgment is such a purchase. The only way to buy space is by “circulation good-will.”? ‘Circulation good-will’? is that portion of circulation—as dis- tinguished from the total— which has the mind and the means to buy. A real estate advertiser, just as an example, should want to know what proportion of the people he is approaching is tempcramentally and financially constituted to be influenced by his argument. He should insist on being shown where a magazine’s readers live, what their condition in. life, etc., before spending a cent to reach them and so should any adver- tiser. Collier’s will give this informa- tion, in compact and authentic form, demonstrating conclus- ively Collier's “circulation good- will *? toward any commodity. Collier’s circulation analysis is at the disposal of advertisers and agents. TW. Caren Manager Advertising Department Collier’s THE NATIONAL WEEKLY 416 WEST 13TH ST.. NEW YORK dent i or be light, day sia ui ly ga in he Th pie. and | but t comicbooksten |