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About Yale Alumni Magazine | View Entire Issue (March 31, 1898)
VALE ALUMNI WEEKLY | | ‘ een onesie BLACKMAIL I$ DENIED. Program Advertising Discussed by One Experienced In It. Lo the Editor of Yate ALUMNI WEEKLY: Sir:—In an editorial of March 17, views are set forth which bear so heavily on college program advertising and so unjustly on those who have Managed it that a word in defense ought to be uttered. At the same time the writer of this has too often ex- pressed himself (along with others con- nected with college publications and athletic managers) in protest against the way this and other forms of college advertising have been overdone and in urging certain restrictions, to care to be taken as holding the contrary now. But the idea which the ALUMNI WEEKLY distinctly conveys to its readers that such advertising has been based on blackmail ought to be pro- tested on the facts. _ There is a certain amount of truth in the statement that much college ad- vertising is given out of sentiment quite as much as from business pur- pose. So does college trade run in grooves, determined by sentiment quite as much as by business, and*in many instances totally disregards the eco- nomic principle that people buy where they can purchase cheapest. The busi- ness men of every college town in the United States recognize this and give freely in return for the advantages the location of the college there produces. To this extent the programs indulge with all other publications in what re- sembles both blackmail and charity in that they do not appeal to business motives. That they go further and employ threats, actual or implied, of boycott or loss of trade may be stamped as absolutely false. The use of such means by the programs of the last three years, which have been run by college men, can be denied, out of actual knowledge of all save one. It would be unlikely that such a thing would happen without the. college hear- ing about it. The result would be dis- aster to the publication which attempted it; for advertising depends on the good will of the party as much as any busi- ness one could name. On the contrary, every effort has been made, by those men who had these publications mainly in charge, to pre- vent such a thing, and in the single instance where it happened one of the men in control of another program promptly left to mollify the firm and disavow it had come from the college, with such success that the trade of that firm is still the chief feature of nearly all programs. Those who have han- dled the programs have gone on the principle that a clean, straight, busi- ness canvass, with an attempt to inspire interest in the canvass and in the col- lege, was the only way to secure busi- ness. And it doesn’t need anything else to get business. There is no place in the world where such a body of unfixed money spenders is located as in a college; a mass of men, of moneyed men, and a new set always coming in, making continual advertising an ad- vantage and a necessity. The reason why programs have been so filled with advertisements is, that, in addition to these arguments the mer- chants were appealed to by the idea of having their names presented to a vast. audience made up of the best class of society as well as collegians. It is a recognized fact among advertising men that such an appeal totally outweighs the consideration that a program has but a single publication. To impute blackmail or loose methods from the big results is as unfair in the case of college programs as it would be in the case of the Horse Show Souvenir or some book of a similar nature. It is as stich mediums in fact, quite as much as in their college character, that these programs are looked upon by adver- tisers. They have a well established place in the business world and ought to be maintained. , It is equally true that there are well defined evils connected with them. As stated in your editorial, “Yale athletes have gotten a reputation for extreme commercialism, to say nothing of ex- tortion, among a large number of busi- ness men whose opinion is worth hav- ing.” The college associations ought to limit the prices of both advertise- ments and sale to reasonable amounts. The size of the publication should be cut down to satisfy the demands of taste. A uniform price should be sus- tained. The associations must do this. for it can be counted on that any men who are given the privilege for a large sum or to make as much out of it for the associations and themselves as pos- sible, will strive, if they are the right sert of men, for all the advertisements they can fairly get. With these modifications the pro- grams would occupy a field profitable to both advertisers and the association, as well as afford a considerable help to a number of men who are looking for opportunities. Yours truly, 3 C. W. HALBeErt. St. Paul, Minn., March 23, 1808. sete BRAESCAN We, db chi aS OER IAS AN ENGLISH SURPRISE. Production of The Knight of the Burning Pestle. Students of the English Department of Yale, principally from the graduate school, gave a very pleasant and very creditable surprise to Prof. A. S. Cook, in the English Seminary room on Mon- day night. Without the cognizance or help of Prof. Cook or any members of the Faculty, these students, both men and women, had drilled themselves in theatrical work and were prepared to produce “The Knight of the Burning Pestle.” They provided costumes and settings which were quite true to Eliza- bethan standards, and the performance itself was so very creditable that the officers of the English Department will urge the players to produce it before the entire College if proper arrange- ments can be made. The following is the program: The Knight of the Burning Peftle Francis BEAUMONT Written by And t Genttemen JoHn FLETCHER Acted by the Honourable Exinu his Servants At the English Seminary This day being Monday, March 28, 1808 The Names of the Actors Prologue. Mr. Richards Then a Citizen, sitting below Mr. Alden _ The Citizen’s Wife, amidst the Mistress Myers Ralph, 42s apprentice, \ spectators. Mr. Padelford Venturewell, a rch merchant, father of Luce, Mr. Smith Jasper, 22s apprentice, Mr. Bartlett Master Humphrey, /rzend to Venture- well, Mr. Root Old Master Merrythought, father of Jasper and Michael, Mr. Osgood Michael, second son of Mistrss Merry- ; thought, Mr. Smith Tim, acting as squire to Ralph, Mr. Whitman Host, Mr. Richards Boy, that Danceth and Singeth, Mr. Richards Luce, the Merchant's Daughter, beloved of, and loving Jasper, © Mistress Woodbridge Mistress Merrythought, JasZer’s Mother, Pompiona, Jrincesse of Moldavia, Mistress Lovewell SCENE.—London, and the neighboring Coun- try, excepting Act IV, where it is once Moldavia. Mistress Wright Mr. Osgood’s songs were especially good and the duet by Mr. Osgood and Miss Woodbridge was enthusiastically encored. The audience had to be rather limited as the room is quite small, and there- fore there is more wish that the play may be repeated where the rest of the University may be able to enjoy it and to see what kind of a spirit pervades these English students, and how thor- oughly in earnest and how enthusiastic they are in their work. It is not now recalled that this play of Beaumont and Fletcher has before been given in America. wx S> ee SG The Eighty-Five Reunion. Members of the Class of Eighty-Five had an informal reunion at the Yale Club in New York City, Friday even- ing March 18. Eighteen members dined together and the evening was spent in song and reminiscence. It was the generally expressed sentiment that such a reunion should be held annually and that members all over the country be invited: to attend. Those present were E. A. George, R. S. Mc-: Creery, Emile Schultze, H. deF. Bald- win, Wyllys Terry, L. F. Robinson, P. Pi. Hubbard, -A..:A.: Crane .W. EB Eaton, C. N. Flint, J. A. Blake, A. H. Ely, A. L. Tomes, C. D. Napier, P. Jackson, and J. R. Joy. The successful affair was under the direction af the - Class Supper Committee, J. A. Blake, W. L. Cross, and Emile Schultze, Jr. Wm. M. St. JOHN, Vice President. The following elections to the Law School Societies were announced last week: Corbey Court—T. M. Connor, ’97, and 1900 L. S.; Koreteru Kurahara, P.G. Book and Gavel—H. F. Hild- retn, 1000 L. S.; G. B. Thayer, P. G. The annual banquet of the Phi Beta Kappa Society will be held on May 2. \ X tite your name ona postal card for a free specimen copy of The New York Times Review of Books and Art, issuedevery Saturday. The best and least ex- pensive literary pub- lication in the world. One dollar per year (fifty-two issues), in- cluding regular news pages of The New York Times. Wm.S. BRigHAM. Yale ’87. ADAMS, MCNEILL & BRIGHAM, BANKERS & BROKERS, 44 Broad Street, - New York. Members New York Stock Exchange. Stocks and Bonds Bought and Sold. Investment Securi- ties a Specialty. “Long Distance Telephone, 947 Broad.” Cuas. ADAmMs. ALEX. MCNEILL. ale ’87,. LEOPOLD H. FRANCKE. ALBERT FRANCKE, Yale ’89. Yale ’91 8S. L. He & AL FRANCKE, BANKERS AND BROKERS, 50 Exchange Place, - - New York. Members New York Stock Exchange. Buy and Sell on Commission Stocks, and Bonds dealt.in at the New York Stock Ex- change. Also Miscellaneous Securities not listed on the Stock Exchange. ? Long Distance Telephone, 1348 Broad. Guaranty Trust Co, of New York. NASSAU, CORNER CEDAR STREET. CAPITAL, - = = $2,000,000 SURPLUS, = - - $2,500,000 ACTS AS TRUSTEE FOR CORPORATIONS, FIRMS, AND INDIVIDUALS, AS GUARDIAN, EXECUTOR, AND ADMINISTRATOR, TAKES ENTIRE CHARGE OF REAL AND PERSONAL ESTATES. INTEREST ALLOWED ON DEPOSITS subject to cheque or on certificate, STERLING DRAFTS ON ALL PARTS OF GREAT BRITAIN BOUGHT AND SOLD. COL LECTIONS MADE. TRAVELLERS’ LETTERS OF CREDIT AVAIL ABLE IN ALL PARTS OF THE WORLD, ANB COMMERCIAL LETTERS OF CREDIT ISSUED- WALTER G. OAKMAN, President. ADRIAN ISELIN, Jr., Vice-President. . GEORGE R. TURNBULL, 2d Vice-President. HENRY A. MURRAY, Treas. and Sec’y, Send your name and address to The New ji NELSON BORLAND, Asst. Treas. and Sec'’y. York Tim s. 40 Park Row. New York. OHN GAULT, Manager Foreign Dept. tg en DIRECTORS. Charles R. Henderson, Adrian Iselin, Jr., Augustus D. Juilliard, ames N. Jarvie, ichard A. McCurdy, Alexander E. Orr, Walter G. Oakman, j Frederic Cromwell, H (=) M E Walter R. Gillette, Robert Goelet, : G. G. Haven, Henry H. Rogers Oliver Harriman, H, Mek. Twombly, ; R. Somers Hayes. Frederick W. Vanderbilt, Life Insurance Co. OF NEW YORK. Samuel D. Babcock, George F. Baker, George S. Bowdoin, August Belmont, William C. Whitney. LONDON BRANCH, 33 LOMBARD. STREET, E. C. F, NEVILL JACKSON, SECRETARY. Buys and sells exchange on the principal cities of the world, collects eats and coupons without sharge, issués travellers’ and commercial letters of sredit, receives and pays interest on deposits subject to cheque at sight or on notice, lends money on tollaterals, deals in American and other investment securities, and offers its services as correspondent and financial agent to corporations, bankers and merchants, GEORGE E. IDE, President. ELLIS W. GLADWIN, Secretary. WM. A. MARSHALL, Actuary. F. W. CHAPIN, Med. Director. EUGENE A. CALLAHAN, General Agent STATE OF CONNECTICUT. 23 Church Street, - - New Haven. Bankers. BANK OF ENGLAND, CLYDESDALE BANK, Limited, NATIONAL PROVINCIAL BANK OF ENGLAND, Limited, PARR’S BANK, Limited. Solicitors. FRESHFIELDS AND WILLIAMS. London Cvummittee. ARTHUR JOHN FRASER, CHAIRMAM, DONALD C. HALDEMAN, “The Leading Fire Insurance Company of America.’’ Incorporated 1819. Charter Perpetual. Ze= ~~ Cash Capital, $4,000,000.00 Cash Assets, 12,089,089.98 Total Liabilities, 3,655,3 70.62 Net Surplus, 4,433,719.36 Losses Paid in 79 Years, 81,125,621.50 _W. H. KING, SECRETARY. A. C. ADAMS, HENRY E. REES, WESTERN BRANCH, : 413 Vine Street, Cincinnati, O. NORTHWESTERN BRANCH, E. O. WEEKS, VICE-PRES. ASST. SECRETARIES. KEELER & GALLAGHER, { General Agents. WM. H. WYMAN, General Agent. Omaha, Neb. 1. P. HARFORD, Assistant General Agent. San Francisco, Cal. BOARDMAN & SPENCER, General Agents ( CHICAGO, ILLS., 145 LaSalle Street. INLAND MARINE DEPARTMENT, 1 Bos YORK, 52 William Street. PACIFIC BRANCH, BOSTON, 12 Central Street. PHILADELPHIA, 229 Walnut Street.
