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Tbe "BrassTacks" Sideof Advertising you can plan and create a wonderful railway ? build tracks and cars of the finest kind. But if it is stretched through a section where there is ncither freight nor passen gers for it, it dies. %, very important work of ours is to map out your advertising light of way. Tell us what you expect your advertising to do and what preparations you have made to meet producing and distribut ing demands. Then our job is to? tell you what space you should use and the mediums in which it should appear. Often we advise a small ap propriation; sometimes we urge the necessity of making it larger. But we show why in either instance. We study your products and their market; we study your selling methods; we analyze competitive markets and com petitive advertising until we know what you should do. Many people feel that an ad? vertising agency merely wants to persuade the advertiser to spend money. A good adver-, tising agency cannot operate j on that basis. We believe we help our cus? tomers to invest their appro priations wisely and profitably. J Investing your advertising ap pf-opriation in a way that will make it pay is important. It I is vital. It comes first with us?for when that is decided we know how to plan and prepare your advertisements. It may be an unusual sugges tion?but we should like t^ j solicit your account on the basis of how best to spend your money. When you audit your books, your cold-blooded auditors do | not have any pretty pictures ! or rounded phrases or smooth ^ext in their minds?they set j things down to show whether or not the dollars worked for you. Our greatest effort is to han die your advertising money so that the audit will show that it is an investment, not an ex pense. We should like to talk with you about this "brass tacks" side of your advertising. Then, if we sell you on that part of our service. we believe ' we can very readily show you i that the other important work which rounds out that serviqe will also be profitable for you. The foilowing extracts from. letters written to "Newspaper dom" will show how our work is regarded by our customers: "The W. H. Rankin Com \ pany has produced for us more constructive ideas which can be built upon from year to year, than we have been able to secure in | the many years that we have been in business. I am impressed with the simplicity and ease with which this organization ( turns out its work, im pressing one with the fact , that every person connect ed with the organization is particularly adapted for his or her special work and that the entire company is working to one point, viz., to build up prestige and increase business for their client. "KELLOGG'S TOASTED CORN FLAKE CO." J. L. Kellogg, Vice-Pres. The Wm. H. Rankin Co. has handled our account since Wilson & Company was organized in 1916, dur? ing which time they have cooperated with us to the fullest extent, rerfdering . very valuable service, prac? tically becoming a part of J our organization, in spirit j as weil as in service ren i dered. "V. D. SKIPWORTH, Vice Pres., WILSON & CO." fm are in position to extend excep |tU?a] service to advertisers who *re seekmg a higher type of adver >ti?ii,g agency service. Ojejot New York's most reputable <j ciottung manufacturers is now usine rf^Wvice, and expresses the same Ijort of satufaction as is contained |? ?*tTcr8 quoted above. |?f?ct, seven National advertiaers I "^sow beirtg served by onr eom t?r!n? *?**????* service organiza vSi ? M?.ai*?'1 Averiue, New sSz W* Wi/I Z1**1* 8=nd y?" their Htam, together with other informa i^fncernJng the Rankin Definite ^torie.i Serric* to Advertisers R**?t4aT?*UtlM *?1 Adve?i,Jng Navy Blinip Near End of Long Flight Continued from pnge 2 the coast. Two minutes after Acting Secretary Roosevelt sent a message to Com? mander Read in flight a rcply was received. Mr. Roosevelt's message, which was filed at 11:18 in Washing? ton, read: "What is your position? All keenly interested in your progress. Good luck. Roosevelt." Promptly at 11:20 o'clock the follow? ing reply was received in Washing \ ton: "Thank you for good wishes. The 7\*C-4 is 20 miles southwest of Seal Island, making eighty-live miles an I hour. Read." One minute later the substance of Commander Read's message was sent over the world from tne wireless sta? tions at New Brunswick. .Y. J.; Annap lolis, Md., and Arlington. Va. At 11:26 ? the wireless stations at Balboa, Canal Zone, and San Diego, Cal., had con rfirmad receipt of the message. In addition to flashing the news ! througtoout the world, the big wire? less station at Arlington was used to !send the message to every ship on the .Atlantic ocean. I All the radio work in connection with the flight in Washington is in charge iof Lieutenant T. A. M. Craven. This iofficer obtained a direct wire conncc ition to Bar Harbor wireless station, 'and in this manner secured rapid di? rect communication between the N.C.-4 and Washington. Haivker and Raynham Still Marking Time ST. JOHN'S, N. F., May 14.?The British aviators Hawker and Raynham did not get away to-day on their trans? atlantic flight. With their weather reports much im pi-oved by receipt of information from the American battleships Utah, Flor ida and Arkansas, stationed in mid ocean, Hawker and Raynham watched closely their meteorological maps. They hoped, with the long awaitcd full moon beginning to-night to make a start within a day or two, so as to benefit by its light during a part of their esti mated twenty-hour journey. Trio of Seaplanes May 'Hop' Together Arrival of NC-4 Before Noon Will Make Joint Ocean Flight Possible TREPASSEY, N. F., May 14.?When aviators received a wireless message to-night stating that the NC-4 intended to complete her trip here to-morrow, ?xpecting to arrive about noon, disap pointment that the 'plane had not reached Trepassey to-day was""combined with a feeling of relief that she had not attempted to run through the fog ifter stopping at Halifax to refuel. The question of the NC-4 racing sverseas with the other two machirtes is still dependent on whether she ar rives before unusually good weather :empts Commander John H. Towers to ake the "big hop." After the NC-i ind NC-3 had warmeel up their engines ?o-day; with the aid of the" mother ships, the NC-1 taxied around the harbor '.hrough the fog? testing her motors. She then proceeded to her moorings for overnight. Oommander Read has reported from Halifax thai he will fly the NC-4 to rrepassey at dawn to-morrow. If averything goes as well with him as it did to-day he should land here be? fore noon. In that case the mechanics attached to the base here would be set to work immediately tuning up his plane for the start across the Atlantic to-morrow night. Arrival of the NC-4 before noon would give them ample time to do this work. as well as to fill up the fuel tanks of the NC-4. Not only Commander Towers but the crews of the NC-1 and NC-3 are anx ious to have the NC-4 make the flight a:ross the ocean with them as origi? nally planned. In order to assist Com? mander Read in his flight to-morrow Commander Towers has ordered the two small MF flying boats that have neen testing air conditions here to go out and guide the commander of tho NC-4 to his moorings here to-morrow. -9 Seaplanes Always In Wireless Touch Ingenious Radio System Is DeScribed in Offi? cial Navy Statement New York Tribune Warhinyton ftureau WASHINGTON, May 14.?How com? munication is maintained with tho navy's transatlantic pilots through powerful radio outfits installed in each of the NC seaplanes was explained to-day by Acting Secretary Roosevelt. The radio instruments include not only wireless telegraph apparatus, but wire? less telephofiic mechanism, which en able the fliers to be constantly in communication with land. Secretary Roosevelt's description of the instruments follows: "The radio on the NC seaplanes in? volves two transmitters. One is a spark transmitter, which is driven by an air propeller. This set weighs only forty-five pounds, but is used for the regular telegraph communication be? tween the seaplanes and stations up to a distance of 250 nautical miles. The antenna used is a single trailing wire leading from the tail of tho boat for a distance of 250 feet down to the rear. "With this transmitter it is possible for the commanding officer to send messages frorn time to time reeardinc the progress of the flight, to be re tranemitted by the nearest shore sta? tion to the Navy Department at Wash tngton, Also communication can be held with destroyers or other craft. Tlane* in Wireless Link "The other transmitter is a com blned telephone and telegraph trans? mitter, and opcratcK on a tnnall twelve volt storage battery. It is used on an antonna COnaUting of wires permunent ly stretchod on the ?kid fins on thn upper 'planes, so it m?y bo used whilo the seaplane is in flight or on the water. It is this set which is used for telephoning between the 'planes arrangement being made ?o that either the radio oparatori or tho comrnanding '>tf\c.o,rn themeel+es mav communicate dir-ctly by telephone while the 'planes :<'<: in flight, Sueh Interplane tele ?honi?g may (?>? carried pn up to a U.?ta/M:e of twenty miUe. Whilo on Bangor to Bangkok | To gain an idea of the immensity of an edifjon of The Delineator, take a ! single copy and measure the length of it. It is 16 inches. In 122 pages and covers there are 63 sheets each 16 inches long. Put end to end the paper in one copy of The Dehneator ? would therefore stretch 99 feet. But an edition of The Delineator consists of a mil? lion copies, and the paper placed end tl) end would reach 15,909 miles, or from Bangor, Maine, around the world to Bangkok, Siam, and then'on to Tokio. This huge force among the housewives of'America goes out each month. Does it carry your message ? Delineator The Maqaz/ne In One7 Million /iomes j the water this set may be used Cor ! telegraphing or telephoning a distance ol" about thirty miles. "A special feature of the telephone | sets is the anti-noise microphone, ! which is so constructed that the en? gine noises are not heard. This is j accomplished by having the back of the microphone open. The exterior sound j waves strike the back as hard as the I face of thc diaphragm, and therefore the efi'ect is neutral. The voice waves i strike only the face of the diaphragm, and even though the operator cannot j hear his own voice, the radio sets re j ceive enough effect to modulate the i transmitted wave. This single item ; has been the deciding factor in success ; or failure in long-distance transmis ; sion by telephone from airplanes. It | is easy enough for short distances to ' get communication with an ordinary ? microphone, but for long ranges it is : impossible withoiu Lhe anti-noise . transmitter. "One of the most important parts ; of the radio installation on these sea i planes is the radio compass. This consists of a set of revolving coils in the tail of the machine, on which ' are niounted many turns of enameled copper wire. The radio waves are picked up on these coils by revolving ; the coils until tho radio signals ob? tained on two methods of connection ! are of the same strength. The opera? tor then knows the direction of tho incoming wavi By then reading the position of a pointer tuo bearing of t.he transmitting radio station is de termincd. "The inter-communicating telephone makes possible constant communica? tion between all members of the crew, in spite of the terrific noise caused by the engines and the wind .rush, despite I the fact that they are locatcd in sep arate parts of the seaplane. ln addi? tion to this the radio telephone makes it possible for the commanding ofhcer and navigators to talk directly with ; each other, although their seaplanes : may be flying twenty miles apart. "The radio compass signals may he received from a destroyer at a dis : tance of seventy-five miles, or from large land stations at a distance of 600 miles. Shore Reports Received "Tho regular receiving apparatus on the seaplanes will permit of reeeption from land stations of high power'at distances of several thousand miles, , thereby permitting the seaplanes to . copy weather reports or orders di? rectly from the Navy Department. i "The apparatus used on the NC sea? planes was developed under supervision of tho Bureau oi" Steam Enginecring, radio division, in charge of Com? mander S. C Hooper; aircraft sec : tion, in charge of Lieutenant Com? mander R. A. Lavender, and Expert . Radio Aid T. Johnson, jr. The in? stallation on the seaplanes was made under direction of Lieutenant Harry ! Sadenwater, assisted by Lnsign C. D. , Palmer and Chief Electricians R. M. ; Wise ?fnd F. P. Jones. The apparatus ; was manufactured by the General Elec : tric Company and the International j Radio Telegraph Company, to which companies are due a great deal of credit for their untiring efforts and hear! y cooperatiori." N-C Tlanes Built To Fight U-Boats Secret of War Prepara* tion Is Revealed in Roosevelt Statement WASHINGTON, May 14. Tho big "Nancy" seaplanes, which are poised for their flicht to thc Azores, were built for the purpose of flying across the Atlantic, Franklin D. Roosevelt, Acting Secretary of the Navy, re? vealed in a statement issued to-dny. They are the poineers of what was to be a monstrous flock that now might be winging its way eastward by scores and hundreds to hunt the U-boat from the air but for the fact that the sign? ing of thcarmistice put and end to that phasc of the project. Secretary Roosevelt's statemetft throws light on tho precision with which the plans for the trans-ocean flight have been developed. The plans were made months ago for the huge squadrons of "Nancies" that were to fly as warbirds. Mr. Roosevelt's state? ment, in part, follows: "Had the German submarines gained the upper hand in 1918 the war would still be going on'and these gerat flying boats would be produced in quantity and flown across the Atlantic to the centres of submarine activity. The first I step of the type was completd and j givn her trials in October, 1918, and I since that time three more hav been | completed. Flight a Service Test "Their use now for a transatlantic j attempt is strictly in line with the i original purpose of the design and I really in the nature of a service trial. j The somewhat elaborate arrangements i mad to station ships to mark tbe route j may seem costly when only three boats j make the attempt, but the actual or | ganix.ation is being tried out which I would be necessary to send across the | great fleet of flying boats which were | forthcoming if the *var had made it' necssary. "The flying boats are designated NC. The N is for navy and C for Cuj-tiss, indicating the joint production of the navy and the Curtiss Engineering Cor? poration. Being designed for war ser { vice, the boats are not at all freak ma ; chines, put together to perform the sin I gle feat of a record breaking flight, but | are rugged and comfortable craft de : signed and built in accordance with ! standard navy practice. The NC-1 has I now been in service seven months and ! has had rough handling when new pilots for the other NC boats were trained on ; her, but is still in good condition and, considered all around, is the best boat of : the four." - Planes Always Within An Hour of Help From iBridge'' of Destroyers PONTA DELGADA, The Azores, May 13 (By The Associated rrcssj.?The i destrovers, which are stretched out at fifty-mile intervals along the course to guide and assist the American naval I fliers, will cmit heavy black smoke the day of the flight, and will burn flaresj and shoot star shells at night. At no! time will the seaplanes he more than j thirty minutes of flying distance from a destroyer. A destroyer will be ablej to reach a 'plane, if it is forced to alight, within an hour. The 'planes wili fly directly to Ponta Delgada, and land in the bay. If they are unable to complete tho journey, however, they will land at Horta, 150! miles from here, where the cruiser] Columbia is stationed with supplies to facilitate the continuance of the flight to Ponta Delgada. The 'planes; will remairi moored here overnight and will be ovev]jauled, if necessary, be-: j'ore proceeding to Lisbon. The desv troyer tender Melville, which is in the harbor here, has aboard a crew of aviator mechanics, six extra Liberty motora, extra yisolcnc, propellers, and other supplies. Fourteen destroyers will be stationed between this port and Lisbon. Three already are in position, and the others will leave here to-morrow. Atlantic City Eggs Go Up to $3 a Dozen After 700-ft. Drop Not One Scrambled as Re? sult of Fall From 'Plane; New York to Washington Mail a Year Old To-day Spreial Correspondence ATLANTIC CITY. May 14.- -Eddie Stinson, flying seventy miles an hour at a height of 700 feet, dropped a crate of eggs on the Atlantic City airport without smashing an egg. The eggs were tossed over the side of the 'plane by W. L. Watkins, of Seattle, inventor of the parachute used in the demon stration. The wind carried the parachute and its eggs 300 paces from the point over which they were released. An auto matic release dropped the crate on the ground as gently as they ever scttled in a ncst. Witnesses of the demonstration paid 25 cents each for the eggs as souvenirs. Commercial aviation has reached the stage where airways of the world have been actually laid out, it was stated at to-night's session of the Air Coiv gress. The nuuiy practicable demon? strations the past twelve months were reported as surpassing even the fond est expectations. To-morrow niarks the first anniversary of the air mail service of the Unitod States, and a SAFETY and PROTECTION FURS COM> , DRY A1U STOHAGK V.xpert Furrler ln Churirn THE MANHATTAN' * STORAGE ''?'*' & WAREIIOtJSH 09 WARE BTORED IN 'SI'KCIAl. VAUI.T f.^xliijilon Avr. und 42tul St. Telephone Murr?y itiil &0M. Hrventh Avi?, unii WJml St. Telephone CIrole ituo. ?~/?Our? or C-5 ?Route or A/C-*4 The dotted line on the map indi-! cates the course of the giant dirigible ! ! ?-5 on her flight from Montauk [ j Point to St. John's, N. F. ' The solid j i black line shows the course of the I i seaplane NC-4,?which fiew yesterday | from Chatham, Mass., to Hali ! fax, N. S. message of congratulation was sent to Otto Praeger, Second Assistant P'ost master General, in charge of air ser? vice. "Perhaps one of the most practieahle demonstrations of the things tlie air rervice has accomplished is the fact that to-morrow the same aeroplanes, propelled by the same motors used a year ago between Washington and New York will turn the trick again to-mor? row morning," Augustus F. Post told the convention. One 'plane' has been in the air 164 hours, fiew 10,716 miles, and has carried 572,836 letters, cost ing $65.80 an hour, while the second 'plane ha3 been in the air 222 hours, fiew 15,018 miles, and has carried 485, 120 letters, costing $48.34 an hour. , Not a 'plane carrying mail has ever fallen, and there has not been one death among the men carrying mail. "Transportation of mail by aero? plane is ordinarily twice as fast as by train, and on distances of six hundred miles or more, no matter how excel? lent or frequent the train service. the aeroplane mail, at the higher rate of postage, should eo.ual the cost of its operatjon. Wherever the train ser? vice is not as frequent or fa'it as it is between Washington and New York, the aeroplane operations should show an irnmense profit." -? Dr. Rice Here to Start Another Amazon Trip Dr. Alexander Hamilton Rice, famed j scientist and explorer, has arrived in, I New York to put the finishing touches | to the preparations for his sixth ex Jiploration cxpedition up the Amazon j River. Dr. Rice declared yesterday that his present venture is for the purpose of attempting to discover a tribe of sav age white Indians, called Gauharbas, about 2,000 miles from the mouth of the Amazon, and to explore a large natural canal 200 miles long said to connect the Orinoco River with the Rio Negro, a branch of the Amazon. He will be accompanied by his wife, who was Mrs. Joseph D. Widener, and five scientific exports. The trip will not this time be made in his yacht. A spe? cial launch is being outfittcd for the purpose, he said. The party will leave by steamer for Para about the latter part of June, the launch being sent on ahead. They ex? pect to reniain a year. Dr. Rice has had a school established along the Rio Negro, where the Indian tribes are taught Spanish and Portu guese and the three Rs. The school is now two years old. He said that an extension of this system in these re gions would eventually lead to the making of useful citizens of the na tives. To Purchasers of Real Estate Buyers of improved real estate in any Borough of the city who need a loan to finance their purchase would do well to consult us first. We have ample funds to lend on New York City real estate. TiTlE GUARANTeE a TRUST C9 Capital $5,000,000 Surplus $11,000,000 l76 6ro4dway. ? (3? W.l25ihSu 370 E a49thSU 175 Remaen Street. Brooklyn SSOfulton St,Jam*ica 67J?ckson Ave-U.Ciiy 90Bay Street. St.Ceorfle. Staten IsUnd Simpler Customs Laws Are Needed, McAdoo Asserts Broader Expansion Method Necessary to Prosperity, Former Secretary of the Treasury Tells Collectors If the United States does not sim plify its customs laws the country will fail in its great business opportunity, according to William G. McAdoo, for? mer Secretary of the Treasury, who addressed the conference of collectors and appraisers in the Custom House yesterday. He also championed the war record of the Democratic party, saying that if the next election should be fought on that issue the only possi? ble outcome would be the triumph of those who waged the war successfully. "In this great new era?it is a great new era, and how new we do not yet fully realize?we must make the cus? toms service as simple as mat)? be," said Mr. McAdoo. "We must devise some means to simplify the colleetion of customs duties, the methods of ar riving at what is taxable and in what amounts, and thus help both the Amer? ican public and the strangers who come among us. "Unless America pursues a broader method ln expanding her business we cannot expect prosperity in this coun? try. If we do not simplify our laws and their administration we will fail in our great opportunity. We must sell our entire exportable surplus to pros per, but we cannot do this unless we allow other countries to sell us some? thing; they will not be able to pay the balance against them if the balancc is all one way." Mr. McAdoo defended the work of the Pan-American Bureau, which, he said, had worked well not only in cre ating better relations with South American countries but in expanding American trade with them. The or? ganization, he said, bore an important relation to national affairs. The speaker pointed out that while he had been responsible for inaugurat ing such meetings of the collectors as the one he was addressing, this was his first opportunity to attend one. He had been unable heretofore to be pres? ent, and he said that it had always been a source of regret to him. Mr. McAdoo's address was enthusias tically received by the members of the conference. Many of those present had received their appointments from him and had worked with him. After the meeting he held an informal reception and chatted with the officials who had gathered for the conference. BONWIY TEIXER &,CQ 3Ju Opecta&y <Sftop of OrtauiationA '* F1PTH AVENUE AT 38? STREET xmd c4n oxauiAite/md' Jalenieel ?^AiAtru ibjwmledm ike Adevdopmmtmdtt^rmiiof yUiedeJtmtmaoiU?i^nin^ *> done in scintillating black and gloriously brilliant, colored paillettes mounted on delicate linings. of the most delectable tissue textiles shot with decorative black an<J high lights of color and combined with fur. Cmhrdiderei dainty transparencies bordered in deli? cate metal traceries outlined with fur. Bomb Found in Building Beside Brooklyn Bridge A bomb containing two pounds of black powder was found vesterday in a tool chest on the tenth floor of a fourteen-story building at 20 Rose Street. The "building adjoins the Brooklyn Bridge. Owen Eagen, Bu? reau of Combustibles inspector. said that \f the bomb had gone off the en tire building would have been demol ished and probably. would have fallen across the bridge. * The bomb was made from a, three mch shell. The nose of the shell had been taken off and the cavity filled with powder, even the space used ordi narily for the shrapnel- or projectile containing the explosive. It was found in the machine shop of the Frederick Pearce Company. Opera tiyes of the MacKay Detective Service, with headquarters in The Tribune Building, found the explosive. THE VICE-PRESIDENT pf a great Trust Company recent ly said: ,! When bonds decline, tne beneflciarles ol our trust funds make no comment, but when a mortgage has to be fore closed they complain stren uously. I do not understand it." The answer seems to be: 1st?That investors expect no losses in mortgages. 2d -That the only way to make certain of no losses is to buy GUARANTEED M0RT6AGES "85 years without loss to our Investors." LAWYERS MORTGAGE CO. RICHARD M. HURD, President CapItal,Surp!us & Pr.$9,000,000 89 Liberty 8t.,X.Y? 184 Mon:aeue St.,Bkn. Offer Splendid Values Today in A Sale of Men's Oxfords At $5.95 Coming as it does, right at the beginning of the season, this sale arTords an exceptional opportunity to economize on Summer foot , wear. The lasts are very graceful, and may be had in: Dark tan leather with Xeolin sole and heel, Patent coltskin. black pun metal leather, and dark tan leather with ? leather sole and heel. All sizes. Fifth Floor Men's Soudan Gloves Regularjy $3.00 Special at $2. Rich-looktng grey gloves, made of imported skins dressed in America by Mocha process. They resemble so closely the best of genuine Mocha gloves, it is dimcult even for an expert to distinguish between the two. Main Floor. Broadway at 34th Street CLOTHES OF CUSTOM QUALITY C\F the fourteen points of superiority in our Young Men's Clothes, tbe first is smart er styles, the second is smartei fabrics, the third is better tailor ing and the other eleven don't matter much! More Young Men's modelt than any store in town l (27 up BROADWAY AT 34th STREET The DICTAPHONE For Letter-Writing