6
YALE ALUMNI
WHEE KBLY
YALE ALUMNI WEEKLY
SUBSCRIPTION, - $3.00 PER YEAR.
Foreign Postage, 40 cents per year.
PAYABLE IN ADVANCE.
Single copies, ten cents each. For rates for papers
in nuantity, address the office. All orders for papers
should be paid for in advance.
Checks, drafts and orders should be made payable to
the Yale Alumni Weekly.
All correspondence should be addressed,—
yale Alumni Weekly, New Haven, Conn.
The office is at Room 6, White Hall.
ADVISORY BOARD.
H.C. Roptnson, 53. J.R. SHEFFIELD, ’87.
W.W.Sxrppy,’65S. J. A. HartwELt, 89S.
C. P. Linpsiey, 75S. L. 8. WELCH, ’89.
W. Camp, ’89. E. VAN INGEN, ’91 8.
W.G. Daggett, ’80. P. Jay, 9.
EDITOR.
Lewis S. WELCH, ’89.
ASSOCIATE EDITOR.
WALTER Camp, ’80._ °
ASSISTANT EDITOR.
E. J. THOMPSON, Sp.
Entered as second class matter at New Haven P. 0.
New HAveN, CONN., SEPTEMBER, I899.
THE COMING YEAR.
The transition period at Yale has
definitely begun. The events of the
coming year promise more of interest
than those of any previous period at
the University. It is time for the sons
and friends of Yale to watch closely and
to give all aid and encouragement possi-
ble to those in command. It is idle to
hazard prophecies, but we believe that
the year of change ahead is not to be
a year of loss, but of gain, and that all
that is best in “good, old Yale,” will re-
main and be better still, in good, new
Yale. If things don’t seem to go that
way, ask or protest quickly, in such way
as will be best for the University in the
end. Try the WrrxkLy whenever you
have things to suggest, and we will
cooperate with all alumni and friends
of Yale to the best of our ability.
a a
THE QUESTION.
It rests with the students of Yale
whether Yale risés again to her old ath-
letic stature. Changes of organization
will not change the men who must do
the work and the fighting. The respon-
sibility is first on the Class of Nineteen
Hundred, now in command at Yale.
Such an opportunity has not been given
to a class in modern times. The respon-
sibility is next on every individual in-
the community of Yale. There is mus-
cle enough and skill enough within five
hundred feet of the WEEKLY office, to
make the name of Yale again a power. —
Is there pluck enough—and self-denial
» and determination and manliness?
- @
Re Pin 234
TO SUBSCRIBERS.
This first number of the WEEKLy for
the year 1899-1900 goes to all names on
the mailing list of last month. So will
the first three numbers in October, pub-
lished on the fourth, eleventh and eigh-
teenth of that month; the latter being
the Inauguration number.
October, a statement will be sent to
each man on the subscription list of the
paper, making a report on the condition
of the paper and the plans for the future.
At that time on opportunity will be
given to any whose subscriptions have
expired and who so desire, to leave the
WEERLY list. The receipt of these first
numbers will not constitute a claim
against any who decide at that time to
discontinue.
At the same time it is urgently re-
quested that any who are in doubt as to
whether they will remain on the list,
will wait, before making their decision,
for the receipt of the report which will
be sent them next month on the condi-
_est and best business friends.
Sometime in’
tion and plans of the paper. We believe
that this request will at that time prove
a reasonable and proper one.
= =
~~ Se
A PRACTICAL MATTER.
This editorial is for those who are
particularly interested in the ALUMNI
WEEKLY, and who want to see the most
made of it in the cause of Yale. To
them we present an opportunity, and
have no fear that they will construe it
as an “appeal for support.” -
The subject is the relation of the
readers of the WEEKLY to the advertis-
ing columns of the paper. We have
talked about it and corresponded about
it as far as we could with a good many
of our friends. It takes so long to get
at each individual in this manner and
we are so impatient of any delay in the
progress of the paper, that we send this
general letter. We wish to place this
proposition before you: It is the es-
pecial opportunity of every friend of the
paper to help in making an advertising
investment in the ALUMNI WEEKLY yield
the largest returns to the investor. We
bring this matter to the attention of
Yale men in accordance with the Yale
principle of codperation in any Yale
enterprise. We ask this codperation in
this particular direction, in the belief
that reciprocity is a good business prin-
ciple.
Two minutes time, while one is going
through the paper, shows the reader any
advertising announcement which. may
strike his particular demands. The next
step is communication with the adver-
tiser, and the third is doing business,
if the business can be done better with
him than with anybody else, or if
it can be done as well with him as any-
body else. Of course, the fact that the
advertisement was seen in the WEEKLY
should be emphasized in the transaction.
If the friends of the WEEKLY would
carry out this program every week,
they would not as a matter of business,
lose anything by it, but, on the contrary,
would gain; inasmuch as the adver-
tisers are, in the first place, care-
fully selected and, in the second place,
are spending money in advertising be-
cause they believe they have something
which the readers of the WEEKLY espec-
ially want.
And if, to repeat, this program
should be carried out by the friends of
the WEEKLY, the result would be such
an ocular demonstration of the business
value of advertising in the WEEKLY as
would forever remove four-fifths of the
objections raised to such advertising by
some business men. :
Do we not think that the advertising
should stand on its own merits? We
certainly do. We have never asked for
an advertisement except on the proposi-.
tion that it was a good business invest-
ment, and those who have tried our
columns most liberally and those who
have stayed in them longest are our sur-
But we
cannot overlook the fact that there are a
great many others who have a natural
prejudice against anything new in the
form of an advertising medium, and
especially against one circulating, as
they: express .jt,...in..a. “special class.”
The best houses are guarding their ad-
vertising appropriations with greater
care than ever, and are, on principle,
averse to attempting any new medium.
With this conservatism and these criti-
cisms, the WEEKLY has steadily labored
through years of time and has slowly
won over friend after friend. It is
honestly proud of the qualitv of its
clients. But those who now use the
paper should see it to their advantage to
use it still more liberally, and there
should be scores more to come at once
into its columns.
With the beginning of this new era at
Yale, the opportunity of the WEEKLY
has suddenly’ increased many fold.
Now, why keep it back? What will al-
low it to go ahead at a good Yale rate?
Increased resources, of course. Suppose
that the thousands of Yale men in all
parts of the country should this week
make up their minds to do _ business,
when other things were equal, with
those who did their business with the
Yale paper, and would make plain their
reason to the advertisers. That busi-
ness would not mean simply thousands
of dollars; it would mean tens of thous-
ands and hundreds of thousands of dol-
lars, annually. Stop and think what the
result on the advertising departments
of the great houses of the country would
be, when that demonstration was fairly
made. Would there be any work pos-
sible for a University paner which the
ALUMNI WEEKLY might not soon be
able to do? ,
Literary Notes.
The announcement was made _ last
month of the resignation of Mr. Walter
H. Page from the editorship of the
Atlantic Monthly, in order to accept a
position with the allied houses of Har-
per & Brothers and the Doubleday &
McClure Co. He has been made editor-
in-chief of the Harper-McClure Ency-
clopedia, which is called one of the most
important ventures of the kind ever pro-
jected. “The rise of Mr. Page in prom-
inence as a successful manager of literary
ventures,” says the Waterbury Amer-
can, “has been remarkable. Some
years ago, perhaps a dozen, he was a |
member of the reportorial staff of the
New York Evening Post. When the
Forum was started as a rival to the
North American Review a place in the
business management was given to Mr.
Page. On the retirement of the Forum’s
editor, he became the editor, and con-
tributed by his genius for that kind of
work toward making it a financial suc-
cess. Later he retired from it, owing to
some dispute among the stockholders,
to become an adviser of Houghton,
Mifflin & Co. of Boston, and editor of
the Atlantic Monthly. To the Atlantic
his management brought new success,
while at the same time its high stand-
ard of literary excellence was main-
tained. Mr. Page is to be congratulated
on the new recognition of his merits by
his appointment to superintend the
‘Harper-McClure Encyclopedia.’ But
the syndicate of publishers is no less to
be congratulated on securing for so 1im-
portant a venture a man so. well
equipped to make it a success.”
Mr. Page’s successor in the editorship
of the Atlantic Monthly is Mr. Bliss
Perry, the author, critic and teacher of
English. Since his graduation from
Williams College in 1881, Mr. Perry has
been teaching English, first at Williams
and afterwards at Princeton Univer-
sity, where he was lately appointed to
the Holmes Professorship of English
Literature.
Yate Law ScuooL
For circulars and other information
apply to
Prof. FRANCIS WAYLAND,
Dean.
In doing business with advertisers,
please mention the WEEKLY.
THE WHITE CANOE
. AN INDIAN LEGEND OF NIAGARA
By WILLIAM TRUMBULL.
Holiday Edition, magnificently illustrated,
By F. V. DUMOND.
Price, $2.50.
G. P. PUTNAM’S SONS,
27 WEST 23D STREET, New York.
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TO PROFESSORS AND TEACHERS.
Those who follow the profession of
teaching, whether in the universities and
colleges, or in the so-called high and
secondary schools, are working under
the encouraging assurance that their
labors are becoming more and more
valued at their true worth. The old
day of the under-paid and over-worked
instructor has virtually passed.
Appreciation of the many and diverse
qualities that must go towards the mak-
ing of the successful teacher is spreading
daily. It may be that the fully ripened
fruit is not yet seen in compensation
always properly corresponding to the
social and intellectual standing that 1s
everywhere so gladly accorded to the
profession, but this will inevitably fol-
low. In the mean time no mean reward
is to be had in the knowledge of rapidly
advancing reputation and honor.
The profession, however, must also
realize one more fact, and that is that
the work it is doing is apt not only to
unfit its members for any daily under-
standing of the business world and its
investments, but also involves much that
tends to weaken physical health and
strength.
For these reasons, and even the least
experienced will admit they are beyond
all dispute, it is especially incumbent
upon teachers to protect by life insur-
ance their earnings, and the provision
for the future of those now dependent
upon their efforts.
Through life insurance, which is the
truest and best form of codperation, the
funds of the insured are utilized to their
utmost, and made to conserve his best
interest in a way that can be attained in
no other form of investment. While
they thus are working for his good, they
secure to him that peace of mind which
contributes so largely to full success in
his chosen calling. He may feel as-
sured that his savings are working for
him, and that they will return to him
increased by the wise action of trained
financiers, or, that should he die be-
fore the period when such return would
be made, they will bring to his family
the permanent continuance of the sus-
tenance they now enjoy through his
present labors.
For such reasons as these, life insur-
ance is properly urged upon all those en-
gaged in this great profession of teach-
ing, and the best company with which
to insure is that company whose long,
brilliant, honorable record has proved it
to be truly “The Best’—The Mutual
Life of New York.
In doing business with advertisers,
please mention the WEEKLY.
Memorabilia from College Days.
Every college man needs a Scrap-
book to preserve the many souvenirs
of his college days. Why not have
one bound in Yale blue, with your
class numerals on the cover.
Attractive, Durable,
Convenient for Reference.
Send Geo. B. Lovell, 1901, our
New Haven representative, a postal,
and he will eall and show you the
book.
Ralph S. Mighill,
Publisher,
70 Fifth Avenue, - New York City.
Successor to Geo. Taylor Pearsons.
*,
In doing business with adveritsers,
please mention the WEEKLY.
The Fall Numbers of
Outing
will contain the best articles by the acknowl-
edged authorities on Hunting and Shooting,
the Cup Races, Football, and the many other
amateur sports, to be found in any publica-
tion. OUTING is essentially the magazine of
sport, therefore it is not surprising.
Send 2c, stamp for specimen copy.
$3.00 per year.
THE OUTING PUBLISHING (SOs
239-241 Fifth Ave., NEW YORK.
