soap. Within six
months the advertised brand was outselling its rival at the rate of
$8000 a year.

The Douglas Shoe is another product that is sold entirely by general
advertising. So successful has the business become that the company has
established retail stores all over the country, in which only men's
shoes are sold at $3.50 a pair. Now other shoe-manufacturers have
adopted this plan, and in most of our large cities there are several
chains of rival retail shoe stores.

But all the advertising is not in the advertising columns. A United
States Senator said last winter that, when a bill he introduced in the
Senate was up for discussion, the publicity given it through an article
he wrote for "The Independent" had more to do with its passage than
anything he said in its behalf on the floor of the upper house;--that
is, his article was a paying advertisement of the bill. And in
mentioning the incident to you, I give "The Independent" a good
advertisement.

Universities advertise themselves in many and devious ways--sometimes
by the remarkable utterances of their professors, as at Chicago;
sometimes by the victories of their athletes, as at Yale; and sometimes
by the treatment of their women students, as at Wesleyan. But perhaps
the most extraordinary case of university advertising that has come to
my attention was when, not so very long ago, a certain state
institution of the Middle West bought editorials in the country press
at advertising rates for the sole purpose of influencing the state
legislature to make them a larger appropriation. In other words the
University authorities took money forced from a reluctant legislature
to make the legislature give them still more money.

The charitable organizations are now beginning to advertise in the
public press for donations, and even churches are falling into line.
The Rev. Charles Stelzle, one of the most conspicuous leaders of the
Presbyterian Church, has just published a book entitled "Principles of
Successful Church Advertising," in which he says:--

From all parts of the world there come stories of losses in
[church] membership, either comparative or actual. In the face of
this, dare the Church sit back and leave untried a single method
which may win men to Christ, provided that this method be
legitimate?... The Church should advertise because of the greatness
of its commission, "Go ye into all the world, and preach the Gospel
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