A Modern King Canute 



The people who lived in the good 

 days of the wise King Canute 

 thought he had the power to make 

 the ocean recede at a mere word of 

 command. Today the Bell Tele- 

 phone Company finds itself in a posi- 

 tion not unlike that of the ancient 

 king. Its mere word will not hold 

 back an ocean of expense. 



Rigid economy and the most mod- 

 ern methods of operation have made 

 it possible for the Bell Company to 

 keep its rates at a far lower level than 

 that of the commodities which it must 

 use in construction and upkeep. But 

 it has felt the rising tide of costs just 



as certainly as has every business and 

 every family. 



The one source of revenue of the 

 Bell Company is the price you pay for 

 service. If this price fails to cover fair 

 wages and necessary materials, then 

 both you and your telephone com- 

 pany must suffer. 



For one year the Bell Company 

 was under Government control. The 

 Government analyzed methods and 

 costs; and established the present rates 

 as just. All the Bell Company asks is 

 a rate sufficient to provide satisfactory 

 service to every subscriber. 



American Telephone and Telegraph Company 

 And Associated Companies 



One Policy One System Universal Service 



"Mention The Geographic — It identifies you" 



