Life — April 4, 1912 — page 4: what you’re looking at

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

SY, SAE Merchant-| Tailored | Clothes Are Best HE man who goes toa} merchant tailor has many advantages. He is able not only to choose from a much wider range of | patterns but to have his| suitcutand fitted exactly to his individual requirements. This is why the merchant- tailored man invariably has such a well-groomed look. He seems to bring with him a subt! atmosphere of refinement that is so agreeable to every social or business assemblage. | Shackamazoa Guaranteed Fabri with their exclusive patterns and superior draping qualities,help the tailor in securing his best results. The Shackamaxon patterns never found in read We sell these fabrics o: chant tailors,who al tice to their unus: soft, beautiful tex: woven of the finest live-t the long, perfect fibre of live shee ‘The new Shackamaxon serge r-Ginished un ‘and summer can be seen at any good tailor’s. Remember, you cannot get them in ready- ‘made clothing. “Ask a Merchant Tailor” JR KEIM4& CO ‘Shackamaxon Mills Philadelphia Look for thts tradewart All Authors Take Notice How ought an auther to ad- vertise himself? This is the question that is brought up by a writer in a reecnt number of the Bookman. He that some thors—Mrs. Edith Wharton, for ample—prefer not to make themsclves too public; and the inference scems to be that this is rather good business. On the other hand, the system by which an author obtains publicity has heen recently developed until it has at- tained the proportions of an exact sci- ence First, appear paragraphs in the news- Papers, stating that the author is en- gaged in writing his next book, the title of which is as yet possibly unde- termined. These paragraphs arc dis- bursed throughout the press. Second, announcements of the book and date of publication, with title. Third, the book appears. ensive advertisements in the public press. Ar- ticles in the Sunday papers, with por- trait of author, accompanied by his fa- vorite cat, dog, alligator or baby, as the case may be Fourth, biographical notices of author (which have been carefully prepared by fricnds in offices of publisher), and also various humorous ancedotes about au- thor; bits of repartee amd funny things that have happened to him, which are now sent broadeast. Fifth, notices of wonderful sale of books, accompanied by pictures of au- thor im new automobile. Pleasant variations of this pro- gramme are when the author writes a book—possibly dealing with sex—which involves some kind of controversy, or when he gets a divorce from his wife, This kind of publicity—in which the minutest details about an author are ex- ploited—must be, it would scem, dis- gusting to the average person. Subtle Louis XIV. once said to one of his courtiers whom he knew to be ve hitious: “Do you speak Spanis! “No, Sire “That is bad!" The nobleman thought that by quickly karning that language he might be sent to Spain as an ambassador. He set dili- gently to work, and really acquired it in a little time. Presenting himself before the King, he said w him: “ Sire, T have learned Spanish!” “Do you know it fluently enough to talk it with Spaniards?” “Yes, Sire “Well, that is good; I congratulate you upon your success. You will now be able to read ‘Don Quixote’ in the original.” Andrew Soutar whose short stories have had their part in making for Ainslee’s its leading place among mage- zines, has written for the April number, just published, a nove- cette. PENITENCE ISLAND is a sprightly tale of love and adventure, containing situations of real power. Q While more than half of the dozen short stories in the same issue happen to be by such well- known writers as Marie Van Vorst, Herman Whitaker, Mar- garetta Tuttle, Thomas P. Byron, Anna Alice Chapin, F. Berkeley Smith, and Owen Oliver, it is the story rather than the name that counts with Ainslee’s. It is proof of this that Ainslee’s recognized the merit of O. Henry, Jeffery Farnol, Joseph C. Lincoln, William J. Locke and others long before they acquired fame. The great writers of to-morrow are appearing in Ainslee’s to-day AINSLEE’S Sold wherever magazines are read. Read wherever magazines are sold. 15 cents the copy. Guaranteed Fabrics comicbooks.com