VALE ALUMNI WEEKLY | | ‘
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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.
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