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Don't let it become serious!

S you probably know, certain harmful bacteria are constantly present in the mouth and throat. And unless proper precautions are employed these disease germs may often get the upper hand and multiply more rapidly than nature can fight them off.

At such times your throat becomes irritated -Nature's way of telling you there is danger ahead.

Particularly at this time of year everyone should watch the throat

very carefully. The ideal mouth and throat protection is the systematic use of Listerine, the safe antiseptic.

Its regular use by the entire family, as a mouth wash and gargle, is an easy way to be on the safe side.

A NEW BROOM Listerine Tooth Paste is sweeping the country. And like a new broom-it sweeps clean.

LARGETUBE-25 CENTS

Also, then you will be on the polite side in regard to that insidious condition, halitosis (unpleasant breath).-Lambert Pharmacal Company, St. Louis, U. S. A.

LISTERINE

-the safe antiseptic

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WHY NOT SELL AS YOU BUY?

ORMULA and specification are key words to a good purchasing

agent. Count,

compare, measure and weigh; ana

lyze for propor

tions and purity; test for stress and strain, efficiency and endurance.

Whether it is textiles or coal, chemicals or steel, paper or gold, the buyer is wary and meticulous.

And across the corridor at another desk sits the seller, sending to market the goods which are the sum of all these purchases.

Does the company sell with as much pains as it buys?

Granted that there must be in salesmanship a certain daring, a swift decisiveness, a touch of scorn for detail, a greater flair for human nature than for things material. Yet the average seller will do well to take a leaf out of the big book of the average buyer.

In his own department the seller must also be the buyer of one essential commodity-advertising space. Too often, when he is buying space,

he acts as if he were still a salesman. He ought then to be as hard-headed and hard-hearted as the P. A. Salesmen deal brilliantly in hunch, prejudice, anecdote, special pleading and large round numbers. When they come to the advertising schedule, they need to forget all that and face chill facts and stiff columns of digits. For some of them the strain is too severe. The consequent errors would be funny if they were not so costly. The mania for millions of circulation is in part a reflection of breathless space buying.

Some products require mass advertising. Merchandising history has been made by the periodicals which reach millions. But like other history, it is marred by the mishaps of those who tried blindly to follow where they should never have been led.

Great classes of goods and services should not be advertised to the mass. Others should be advertised partly to the mass and partly to the selective class. Advertisers who sell as judiciously as they buy know these axioms. It is these whose copy you see in THE QUALITY GROUP-next to thinking matter.

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THE QUALITY GROUP

285 MADISON AVENUE, NEW YORK

THE ATLANTIC MONTHLY

THE GOLDEN BOOK MAGAZINE

HARPER'S MAGAZINE

SCRIBNER'S MAGAZINE

REVIEW OF REVIEWS

THE WORLD'S work

Over 700,000 Copies Sold Each Month

1

4

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As A man is judged by his circle of friends, so usually is his business judged by its environment.

In opening an office, a location should be chosen where one may associate with firms of established reputation. Where you will find a tenant-list representing the highest types of business.

You will find that recognized leaders are grouped together in The Fifth Avenue Building. Its location-200 Fifth Avenue -has been known to New York for seven decades. Here stood the famous old Fifth Avenue Hotel, meeting place for statesmen, generals, people of fashion and prominence throughout the country. To have your offices in The Fifth Avenue Building is at once an asset. You have an address

which is in itself a business rating. Your business is in good company.

The Fifth Avenue Building is at the commercial heart of New York. Midway between the two rivers. Midway between the Battery and Central Park. A subway entrance is in the building. Elevated lines, busses and surface cars put you in immediate touch with all up-town and down-town Manhattan.

Not everyone is admitted to tenancy. Questions are always asked among a firm's business friends. Your associates here are all of high repute. The offices have the quiet yet unobtrusive dignity of a club.

The next time you come to New York, visit us. We should be glad to show you about the building.

The FIFTH AVENUE BUILDING
Broadway and Fifth Avenue, at Madison Square, New York
"More than an office building"

LEAVES FROM A
SECRET JOURNAL

By Jane Steger

AGAIN and again may "Leaves from a

Secret Journal" be read. It possesses a lyric power and literary beauty that few could achieve. It is of the most practical type of mysticism. Through illness Miss Steger has been brought to a closer fellowship with the hidden presence and wishes to communicate her experiences to her readers.

To begin with, these "leaves" were of a secret diary, and last year they were published in the Atlantic Monthly. They were written for the convenience of the author, with no thought of publication. The book is literally filled with a beauty of the spirit.

Miss Steger has the happy faculty of touching upon the keynote of her innermost thoughts and emotions which are shared by many who are unable to express them either through reticence or a lack of the gift of language.

"Even now, in my dreams I often seem to be running and dancing and taking all

This is an Atlantic Monthly Press Book Published by Little, Brown and Company

THE ATLANTIC MONTHLY BOOKSHOP

Gentlemen: Enclosed find $2.10 (10C for postage) and send LEAVES from a SECRET JOURNAL.

Name

Address.

sorts of violent exercise. All this is amusing when one remembers my years of discretion; but one's years of discretion are only a kind of staid mantle that time wraps us up in. They are not real. The real things are youth and eternity which are wrapped up inside, and which, of course, constantly bubble through that ridiculous cloak of time and years of discretion."

From a review in

THE BOSTON TRANSCRIPT

When "Leaves from a Secret Journal," was appearing in the Atlantic the author received hundreds of letters from readers who had found help and inspiration in her articles. One letter, from a man in the hinterland of Liberia, West Africa, wrote: "After reading a clipping from your 'Secret Journal' in a leaflet, I was so keen on obtaining the whole article that I sent a man on a three-days' journey to borrow the Atlantic. I read and re-read it, and cannot express in words all that it meant to me."

$2.00 at All Booksellers, or
Use the Coupon Below

8 ARLINGTON STREET
BOSTON, MASS.

Α.Μ. 1-27

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Colored with romance, a tall spire,
filled with pleasant things, with
music, with banqueters, with laugh-
ter, the Book-Cadillac gathers its
youth and its wisdom from 'round
the world. From 'round the world,
from its further
obscure hamlets

and from its capi-
tals come these

changing, interest

ing, aggressive

folk who people

the "Book." In the

Blue Room, in the
Venetian Room

and in the Italian

Garden there's always a pageant.
Nights are filled with music. Cares
can be forgotten. Yet, your room,
all of the sleeping rooms are quiet,
for they are above the seventh floor,
and the music and revelry are far be-
low. The beds are soft, famously soft
and restful and comfortable. Store
that deep in your memory, Many
come here now and often, and they
feel at home, for this place knows
themwell, and they know it. As we've
welcomed them so we welcome you.
We'll do our best to make your visit
memorable, unforgettable. Men say
that it is one of America's
great hotels.

THE BOOK-CADILLAC HOTEL COMPANY, DETROIT
Roy Carruthers, President

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THIS you'll like because it protects your family: As you leave, you'll find attached to your receipted bill an accident insurance policy. For forty-eight hours from that minute, it guards you and your family; an extension of BookCadillac service. It pays $5,000.00 for accidental death; $2,500.00 for loss of limb; and $25.00 weekly over a long term for wholly disabling injuries.

Book (Isdillac

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