Automatic Age

Issue: 1930 August

T h e A u t o m a t ic A ge
112
items as conveyors and elevators, prony
brakes, thermometers, various types of
boilers, solar engines, oil-fuel burners,
condensers, evaporators, corliss and other
valve gears, governors, gas engines, water
motors of various descriptions, air ship?,
motors and dynamos, automobiles and
motor bicycles, railway block signals, car
couplers, link and gear motions, ball bear­
ings, breech block mechanism for heavy
guns, and a large accumulation of others
o f equal importance. The descriptions are
terse, clear and will cover the points to
be made. Several types of perpetual mo­
tion machines find a place, although the
author in the preface declares he has not
the slightest desire to encourage the hope­
less pursuit of perpetual motion. It may
be said that the whole field of mechan:cs
is covered by this volume and every in­
ventor, patent attorney, machinist, engineer
and all others engaged in the mechanical
arts or interested in fhe design o f any
form o f machinery should possess this
valuable work. Sixth Revised and enlarged
edition. Over 1,000 special engravings.
— Order of Autom atic Age.
ELECTRICITY FOR BEGINNERS, an
elementary work on electricity written
in non-technical lan^uape by Edward
Harper Thomas, author of “ Forty
Elementary Lessons in Electricity,”
prepared originally for manual training
classes in grade schools, published by
Norman W. Henley Publ;shincc Co... New
York City. 172 pages, illustrated. Price
$1.50.

The reader o f this book will find it valu­
able as a fundamental text and introductory
to a more advanced study of the sub­
ject. The average reader or student knows
little about electricity other than its
manifestations unless he has taken it as a
special branch. The idea of this work
originated in a request some years ago
from the public schools for something
simple enough to be used in manual train­
ing work. The author examined a large
number o f text books and found them any­
thing but simple and not at all funda­
mental. He conceived the idea of forty
elementary lessons in electricity which
would be given out in leaflet form to the
schools requesting them, thus supplying
one lesson a week for the entire school
year. These proved popular. They were
© International Arcade Museum
subsequently brought into a small book and
an edition of them was pupblished. This
edition was quickly exhausted and the
publishers of this volume had the author
revise and enlarge the lessons in the form
they now appear.
The purpose was to make the book en­
tertaining as well as instructive and the
publisher feels that the author has
succeeded in doing this. Every chapter
of the first book was revised and enlarged
and the chapters on Gas Ignition, The
Telegraph, The Telephone, Induction, Self
Induction, Transformation, Alternators,
Multiphase Circuits, Electroplating, Elec­
tric Heating, Smelting and Welding,
Electro-Magnetic Waves, The Watt-Hour
Meter. History of the Telephone, Sound
and the Telephone, and the Telephone and
Its Parts were added, increasing the
original forty lessons to fifty-five.
This volrme contains an immense amount
o f useful information boiled down in short,
easily pssimPated chapters. The student,
either of school age or o f more mature
rrrnd who wishes to start the study of
electricity in the very kindergarter of the
subject can do not better than obtain his
introduction to the fascinating science
described so clearly By Mr. Thomas, by a
<***reful perusal o f his interesting work.
The subiect matter is accurate in state­
ment o f fact, the diagrams are clear and
the exposition concise and to the point. It
is an ideal medium for teaching the begin­
ner, e:ther in the class room or by home
study.
— Order of Autom atic Age.
Are 10-cent tables in drug stores just
dime foolishness? Of the 8,440 druggists
queried by Drug Trade News, 43.8 per cent
answered that they are now operating or
intend shortly to operate 10-cent depart­
ment. But manufacturers who sell goods
in 10-cent units— drug stores now handle
about 450 such items— are often hesitant
about taking druggists' orders, fearing
price cuts and consequent injury in their
business with the regular 10-cent chains.
American Druggist predicts that wholesale
houses will confine 10-cent sizes to un­
branded sundries, household remedies and
toiletries.
— The Business Week.
http://www.arcade-m useum .com /
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5
IN V E S T IG A T E
A D V E R T IS IN G
A S
D IS G U IS E D
N E W S
The Post Office Department is deter- word “ advertisement.” Failure of a pub­
ni’ned to put an end to the practice of lisher so to marke matter coming within
certain advertisers and advertising con­ the provisions of the law mentioned is
cerns in forcing many newspaper publishers made punishable by a fine of not less than
to print as straight reading matter or for
$50 nor more than $500.
editorial use publicity which comes within
In discussing the subject August 4,
the category of advertisements, it was an­ Frederic A. Tilton, Third Assistant Post­
nounced by the Department August 4.
master General, said:
Postal laws provide specifically, it was
“ It has come to the attention of the De­
stated, that ’’publicity matter inserted in partment that publicity articles are being
a publication as straight editorial or read­
offered by some advertising concerns to
ing matter must be plainly marked with
publishers for insertion as reading matter
the word ‘advertisment,’ ” and publishers
in copies of their publications mailed at
are made liable for a failure to mark such the second-class pound rates o f postage.
material.
The requests accompanying such publicity
Both the advertiser and the publisher articles give the publisher to understand
may be proceeded against on the ground
that if he does not comply with the re­
° f a conspiracy to deprive the Govern­ quest to insert the publicity matter in his
ment of its just revenue, and for this
publication he may not expect display ad­
offense the penalty may be a fine of $10,000 vertising. On the other hand, if he pub­
or imprisonment, the Department said.
lishes the publicity matter as reading
Publicity material is chargeable with the
matter he may expect to be favored with
zone rates of postage prescribed for the
display advertising.
advertising portion of publications, the
Must Be Marked
statement pointed out.
“ Matter inserted in a publication under
The announcement follows in full text:
the conditions above mentioned clearly
Acting on the complaint of a number of
comes within the purview of the act of
newspaper publishers throughout the coun­ August 24, 1912 embodied in the Postal
try, the Post Office Department has been
Laws and Regulations and must be plain­
conducting a quiet investigation into the ly marked with the printed word ‘adver­
methods pursued by certain advertisers
tisement’ in each copy and is likewise
and advertising concerns who have at­
chargeable with the zone rates of postage
tempted to wield a “ club” over the heads
prescribed for the advertising portion o f
of these publishers by threatening them
publications. Failure of a publisher so to
with the loss of display advertisements if
mark matter coming within the provisions
they did not use the publ'city matter sent
of the act ment;oned is made punishable
them as news or for editorial purposes.
by a fine of not less than $50 nor more
Penalty Prescribed
than $500.
Attention was called by the Department
“ The requests also imply that the ad­
today to the fact that under the Postal
vertiser expects the publisher to insert the
Laws and Regulations newspaper pub­
publicity matter as straight editorial or
lishers who comply with such reouests
reading matter without marking it with
from advertisers might be guilty of con­
the printed word ‘advertisement’ as re­
tributing to an act of conspiracy against
quired by law. If the publisher should
the Government in conjunction with the
advertiser in depriving it of its just revenue
and both of whom might be subject to a
W a n t e d C o m p le te O u tp u t
Penalty of not more than $10,000 or im­
of lc vending machine manufacturer
prisonment of not more than two years
by active national sales and distri­
°r both. The postal laws specifically pro­
vide that publicity matter inserted in a
buting organization. Address Box 80,
Automatic Age.
Publication as straight editorial or reading
matter must be plainly marked with the
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