^ 



A WEEKLY NEWSPAPER OF ALL THE ARTS AND 



S^SENCES. 



PUBLISHED BY N. D. C. HODGES, 871 BROADWAY, NEW YORK. 



Tenth Yeak. 

 Vol. XIX. No. 467. 



JANUAEY 15, 1893. 



Single Copies, Ten Cents. 

 $3.50 Per Year, in Advance. 



Contents. 



The Klamath Nation. Mythology and 

 General Ethnology. Horatio 



Hale 29 



The Lafayette Gravels. E. A. S. . . . 31 



Artificial Languages 31 



Notes and News 32 



Prismatic Sandstone from Missouri. 



Erasmus Hawofth 34 



Orthography of Geographical Names 34 



Electricity in Agriculture 35 



Letters to the Editor. 



The First Locomotive Run in 



America. M. H 37 



The Historical American Esbibition 



IN Madrid. Burr Ferree 37 



At What Time were the Galapagos 



Islands Discovered? G. Baur.. 38 

 Book Eeviews. 



School and College 38 



Geological Survey of Alabama... 38 



Homilies of Science 39 



Ajiong the Publishers 39 



Entered at the Post-Offlce of New Yoric, N.Y., 

 Second-Class Mail Matter. 



ADVERTISING A NECESSITY. 



Words of Wisdom Spoken by a Well-known Business Man Who Has Profited, 



Ml-. B. H. Warner, president of the Washington Loan and Trust Company, aud per- 

 haps as careful and varied an advertiser as the city affords, said yesterday about adver- 

 tising: ''The people are constantly demanding new and attractive styles in advertising. 

 This is the reason pictures are becoming a leading feature in magazine advertising, and 

 wit and hmnor play such an important part. The great idea in advertising is to make a 

 favorable and lasting impression on the minds of the people. To do this requires as much 

 expertness as it does on the part of the marksman to hit the bull's eye. There are a large 

 number of men in the country who make a business of writing advertisements, and 

 those who are most expert make very large annual incomes. The advertiser must of coarse 

 have something to offer in response to the announcement he makes, or he will soon play 

 out, aud throw his money away, but let conSdeuce be well founded, and every dollar ex- 

 pended in acquainting the public with what a man proposes to do or sell, will be money 

 added to his permanent capital. 



"Too many men make a great mistake in regarding advertising as a luxury, which 

 must be indulged in only when times are prosperous and money plentiful. This is a very 



narrow and mistaken view, for it is a necessity . 



in creating business and producing money. 



' ' People have to be exhorted in moral and 

 religious life to keep them active and up to 

 the line of duty, and personal work is neces- 

 sary in any enterprise. How can patronage 

 be so iuflueneed and stimulated as through the 

 daily press in a newsy and attractive way ? 



■'Cities advertise themselves nowadays, 

 and so do all prudent corporations and indi- 

 viduals. Great and costly business buildings 

 represent the genius and prudence of men in 

 business, but they must be supplemented by 

 daily and continuous hammering in the press. 

 Just as well shut up the shop as to stop ad- 

 vertising. It is as absolutely a part of busi- 

 ness as clerk hire or rents, and is as legiti- 

 mately a part of the expense account." — 

 Washington Post, Nov. 20, 1891. 



Henry F Taylor 



Advertising Editor 



With 



Scribner's Monthly (now The Century) 



from i870 to 1875 



The Churchman since 1875 



High-Grade Advertisements 



written and inserted in 



Representative Papers and Periodicals 



Illustrated advertising a specialty 

 Designs submitted and Estimates given 

 on request ' 



47 Lafayette Place Opposite Astor Library 

 New York' 



7% IMPROVEMENT BONDS. 



Secured by Real Estate worth Four Times the Amount of the Mortgage. 



The attention of investors having money to invest and wishing a little higher rate of interest than is usually realized from Eastern 

 securities, is invited to some bonds that bear 7 per cent, annual interest, and are so amply secured by real estate as to commend them to 

 the most careful and conservative investor. 



These are Improvement Bonds of a Company holding title to the beautiful 

 suburban addition to Fort Worth, Texas, known as Arlington Heights. They are 

 issued to the amount of $100,000.00, and are for the purpose of erecting a large 

 and commodious Hotel at the Heights. 



The site selected for the building is on very high ground ; it is the most desirable tract in the addition, and covers a full block. The 

 hotel and site are mortgaged to secure the bonds, and lOO blocks, of forty lots each, are also included in the mortgage. Valuing the 

 blocks at §3,000 each, a security is given of about four doUai-s' worth of real estate to one dollar's worth of bonds. Surrounding blocks 

 of the same class have been sold for more than S3. 000 per block, and the property is constantly increasing in value. 



In addition the bonds are guaranteed by the Fort Worth and Arlington Heights Land and Improvement Co., which owns Arlington 

 Heights. With its improved and unimproved land. Electric Street Railway, Electric Light Plant, complete Water System, etc., etc., 

 the company possesses assets over liabilities of more than one million of dollars. 



The bonds mature at the rate of $10,000 per year, beginning with January 1st, 1897. The Company has the privilege of calling them 

 all in on and after January 1, 1903. They are issued in denominations of S2o0 and $500, with the interest payable July 1 and Januaryl. 



Each $1000 worth of the bonds is secured by a specified block, which is released as the bond is retired; as the hotel and site remains 

 a mortgage for all of the bonds, the security becomes even stronger as the bonds are paid off. 



The entire mortgaged property is held in trust for the bondholders, by the Franklin Trust Co., of Brooklyn, through whom the interest 

 and principal will be paid. The Trust Company can foreclose in the event of default of interest or principal. 



The bonds bear interest from January 1, 1893. I am taking orders for them now, and am allowing interest from the date of pay- 

 ment. $25,000 worth are already sold. 



Further information given by letter or private interview. 



E. W. WATKINS, 156 Broadway, New York. 



