444 
Sir  William  Crookes. 
Am.  Jour.  Pharm. 
July,  1919. 
someone  detailed  to  watch  the  daily  papers  or  in  many  of  the 
numerous  means  for  gathering  news,  we  learn  that  the  expected  in- 
crease has  arrived,  and  supposing  furthermore,  we  have  a  neat  little 
inexpensive  card,  or  better  still,  a  personal  letter  which  tells  the 
proud  parents  how  happy  we  are  to  know  that  they  are  happy.  Or 
supposing  we  sent  a  little  sample  of  our  pet  talcum  powder,  or  some 
other  toilet  article  of  our  own  make,  with  our  compliments  to  the 
New  Arrival.  Do  you  suppose  happy  Mamma  and  proud  Father 
will  get  real  angry  at  you  and  come  over  and  slap  you  on  the 
wrist?    If  you  think  so,  just  try  it.    I  have. 
And  last  but  not  least :  Service. — By  service  I  do  not  mean 
servility,  that  has  gone  out  of  style  with  kings  and  other  archaic 
institutions.  I  mean  the  kind  and  courteous  attention  which  a 
gentleman  may  show  another  gentleman  or  a  lady  and  only  be  the 
more  of  a  gentleman  because  of  such  service.  Prompt  attention  to 
the  incoming  customer.  Courtesy  whether  a  sale  is  made  or  not. 
All  the  legitimate  available  information  asked  for,  and  given  in 
such  a  manner  that  it  will  create  the  impression  in  the  would-be  or 
potential  customer,  that  there  is  truth  indeed  in  the  Biblical  word : 
"  Happy  is  he  that  gives  and  he  that  receives." 
These  are  a  few  thoughts  along  the  lines  of  legitimate,  inexpen- 
sive and  profitable  advertising  which  I  like  to  have  you  take  home 
with  you.  And  I  have  no  doubt  that  most  of  you  can  elaborate  on 
them  and  develop  a  system  of  advertising  which  will  be  both  inter- 
esting and  remunerative. 
SIR  WILLIAM  CROOKES. 
By  Samuel  P.  Sadtler,  Ph.D., 
PHILADELPHIA,  PA. 
On  April  fourth  last,  there  died  in  England  one  of  the  most  dis- 
tinguished men  in  the  chemical  profession.  Sir  William  Crookes 
had  reached  his  eighty-seventh  year,  and  during  that  long  term  of 
years  he  had  made  his  name  known  in  a  number  of  branches  of 
science,  which  touched  upon  a  great  many  most  interesting  and 
useful  discoveries.  He  was  particularly  noted  by  his  extremely 
acute  powers  of  observation,  his  marvelous  experimental  skill,  and 
