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If the columnist‘s hope was to stir a controversy . on the question of prohibition, he was disappointâ€" ed. But his suggestion that advertising does not create sales but merely switches them did not go long without successful rebuttal. Mr. James Fisâ€" her, head of The James Fisher Company, Limited, specialists in advertising, business research and sales planning, made effective reply to the columnâ€" ist. While strictly avoiding the prohibition issue, Mr. Fisher made it plain that Mr..McAree‘s reâ€" stricted view" of advertising was a completely erroneous In a letter to The Globe and Mail, Mr. Fisher made it very plain that advertising does much more than transfer business from; nonâ€" advertisers to advertisers. Mr. Fisher gave both ~argument and illustration to show the very wide advertising. He emphasized the: fact that advertising ‘makes new business: (It informs peopleof wheére:and how their needs may be filled and the best methods of catering for their comfort, their convefiéence and their security. "Advertisâ€" ing is by no means restricted to helping an adverâ€" tised brand to steal business from its unadverâ€" tised competitors," concludes Mr.. Fisher. "It creates new markets." Oulladaâ€"08.00 Per Year. _ United Statesâ€"83.00 Per Year. __In a récent issue of The Globe and Mail, the wellâ€"known columnist, J. V. McAree, attempted to sacore what he termed "the prevalent misconcepâ€" tion with which prohibitionists had been able to inculcate various cowardly governments"â€"namely, that advertising of liquor would lead to a conâ€" siderable increase in the sale of intoxicants, and thus create more drunkards. Perhaps with his tongue in ~his cheek, Mr. McAree goes on to say that "advertising will incréase the sale of any proâ€" duct that has basic merits, but the increase is at the expense of kindred products not so well adverâ€" tised or lacking:â€" these basic merits."‘ It may be that the mfschievyous McAree imagined he had put his readers in a position of agreeing with him or placing themselves in the position of advocaâ€" ting measures that would result in the creation of In case Mr. McAree may suggest that Mr. Fisâ€" her‘s argument implies that advertising would inâ€" crease‘ drunkenness, thé answer is that the right inference would be that advertising in fact "would have the contrary effect,. To turn Mr. McAree‘s own argument against himself, it might be claimed that liquor advertising would help increase the sale of liquor‘ of â€"basicâ€"mierit at the expense of inferior brands afd~ particularly at the expense of the‘ bootleggér who sells the least desirable of wares, That would be "a consummation devoutly to be"wished," surely. Advertising would inform and educate and improve the public taste. It has aonle so in other lines, why not in the matter. of liquor. Itiis not the question of liquor advertising, howâ€" ever, that is at stake, but rather the broad error made by Mr. McAree in suggesting that advertisâ€" ‘ing‘does no more than turn business from one channel to another. It is unfortunate that such ‘a thought should come from such a source and particularly at such a time as this. Mr. Fisher deals effectively with the columnist‘s contention that the advertisingâ€"of Henry Ford would not sell any‘Plymouth cars, or that the publicity of one tailor does not sell sulits for another. As a matter of fhct‘every advertiser helps every other business! by attracting trade. How often has an advertiseâ€" menrit created a desire or shown a genuine need, that has"meant business for some other concern? I. E; I’édlow, a live merchant of Renfrew, Ontario, who.Made a remarkable success of merchandizing, not from his own interests but for the actual service‘and benefit of the public, often used to say that some of his competitors got half their busiâ€" nesg’:ff%m his advertising. He was shrewd enough to know that the answer to that one was not that he should discontinue advertising ‘because his rivals benefitted, but that all should advertise so that all might benefitâ€"including the general / There are scores of illustrations that could bei given to show that Ford advertising does help sell Plymouth cars and that Rollsâ€"Royce advertising assists the sale of Chevrolets. Some particular advertising puts some particular man in the noâ€" tion of buying a car, and then he selects the one that meets his fancy or his needs. The advertisâ€" ing of all makes of cars informs the public, and then each man or woman has the information necess@ry to make an intelligent choice to meet the conditions that confront him or her. some years ago The Advance received items about presentations that would be made of "Everâ€"| Sharp‘" pen and pencil sets. Before that, there had much advertising of the "Everâ€"Sharp," but this had been followed by a reduction in advertis-} ing. In a spirit of curiosity, The Advance investiâ€" gated, only to find that most of the pencil sets wmw "Everâ€"sharps" at all. Others were reapâ€" ing: bemefit from the advertising of the "Everâ€" m“ But the "Everâ€"sharp" people has no reaâ€" sonable complaint. They had received the cream of the benefit from the advertising. Maybe, you think you have a "Frigidaire," because generous advertising prompted you to ask for that brand of refrigerator. Had the advertising continued before you, the chances are that you would have had what you asked for. The right type of advertising not only helps the advertisers, but helps every other business in the same lineâ€"indesd, helps all other businesses, and helps the public as well. Of course, as Mr. Fisher points out, the advertiser is the one who profits most from his own advertising. Mr. Fisher sugâ€" gests that the advertiser reaps ninety per cent. of the benefit and competitors must be conteni with a mere ten per cent. Capable advertiser; recognize the fact that they help others as wel as themselves. They are content that it should be so. Institutional advertising is the fullest proof of Mr. Fisher‘s argument. To give an actual case in point, remember the institutional advertising of life insurance in The Advance some years ago Actual returns in business proved that advertisâ€" ing to be unusually profitable to all insurance comâ€" paniesâ€"even those who did not join in the sponâ€" soring of the advertisements. Advertising is of general benefit, because it is informative, educaâ€" tive, creative. The Canadian Pacific Railway and the Canadian National Railways are conducting a joint adverâ€" tising campaign in the daily and weekly newsâ€" papers and this enterprise is worthy of more than passing notice. The advertising is appearing in The Advance, and readers are urged for their own bensefit and advantage to give careful notice to the advertisements as they appear. This joint campaign of the two big railways of Canada has a threeâ€"fold purpose: 1. To sustain and nurture the morale of the railâ€" ways‘ workers. 2. To bring to the attention of the public the important role which the railways are filling in the nation‘s war effort. 3. To support the forthcoming Victory Loan. There appears to be little doubt but that all three purposes will be fulfilled. The second purpose will almost automatically assure the success of the first purpose, while just as automatically the achievement of these two purposes means the fulfilment of the third one. To know that Canada has 150,000 railway worâ€" kers; that 22,000 of them were with the armed forces of this country; that these workers have built tanks, guns, shells, ships; that last year the railways hauled 150 million tons of materials, food and munitionsâ€"double the preâ€"war traffic; that 20 million new passengersâ€"fighting men and war workersâ€"were safely transported on the railâ€" ways during the past year; that the railways are providing mass transportation such as could be given in no other way; that Canada depends upon the railways to do this work, to move the troops, to handle freight; that all this can only be secured through the goodwill, the effort, theâ€"intelligence of the railway workers; surely the knowledge and recognition of these facts will sustain and nurâ€" ture the morale of the railways‘ workers:; surely these facts will stir the pride and loyalty of all connected with the railways and inspire them with renewed and increased effort and resolve. tA P P 2. o P P P AP P P P P P P P l P â€" The story of what the railway workers have done and are doing in its turn should be an inspirâ€" ation to the general public to match the effort of the railway workers in the task now at handâ€"the work of making the Fourth Victory Loan campaign a complete success. A fourth purpose promises to result from this campaign of the two big railwaysâ€"the inspiration of the public in general to greater effort for the great cause of the day. The railways have set an exampleâ€"an example worth many sermons and much propagands. The war record of Thé two railways is a remarkâ€" able one, and should be fully known to the public. It compares very favourably with the war record of amy transportation service in any country. It is doubtful if it is excelled anywhere. The worâ€" kers realize apparently the great responsibility that is theirs. The management of the companies by wisdom and foresight and efficiency have done their part. The advertising campaign is worthy of mention because of the coâ€"operation it evidences between the two great railways in face of a common peril, and because these two corporations are taking the puplic into their confidence. It is the essence of democracy that is displayed by this advertising campaign. Above there is an editorial answering the conâ€" tention of a columnist that advertising serves no other purpose than to switch business from nonâ€" advertisers to advertisers. This advertising camâ€" paign by the railways is an even more emphatic reply to such a misconception. This campaign proves that all are benefitted by advertisingâ€" that no one losesâ€"that advertisingâ€"true adverâ€" tisingâ€"informs, instructs, creates. These days everything is blamed on the war,| A man boug from the high cost of living to the low state of the ’mj‘; 1. fuel supply. No doubt youngsters late for school Saidf;‘ufi‘;{c‘fjfi explain their tardiness by ingenious references to| "He‘s gra: the wartime conditions. The Trenton Courierâ€"| _ 1"° Advocate, however, a rs to hay n regppe:areq.' | , appears ave reached some Say! This | sort!of a limit in this matter wken it blames the | One leg is sh« recent (touchâ€"wood!) cold weather on the war.| . W®U" Md d Py The Trenton Courierâ€"Advocate says that the cold Sujdfi:yw::;r, AN EVEN BETTER ANSWER weather in Canada is due to the fact that because of the war hundreds of thousands of Canadian boys and girls are in England. The theory is that with these hundreds of thousands of Canadians out of Canada the climate here naturaily will be colder. The Trenton newspaper in support of its suggestion notes that in England this winter the | weather has been milder than it has been for years. "Don‘t tell us you can take hundreds of, thousands of people out of the country, andâ€"its winter temperature will remain the same," con-i Cludeés The Courier Advocate. ’ There are so many holes in the theory of The Courierâ€"Advocate that it is no wonder the peoplt of Trenton have been suffering from the cold. If the idea of The Courierâ€"Advocate were wellâ€" grounded, Trenton this year would be enjoying the mildest winter in its history, for there are so many people around Trenton these days that the therâ€" mometer would be at summer heat. The fact is that it lg not the young people who have gone overseas yho create heat to affect the climate. Canada by no means has suffered this year any shortage of "hotâ€"air" artists. It‘s always cold in Ottawa in winter time, even when pariament is in session. Russia this year had literally millions of extra people in its eastern area, but the Gerâ€" mans found the country very cold though the Russians did all they could to make it too hot for the nasty Nazi. It surely must be admitted that this winter‘s weather can not be directly blamed on the war. A more logical theory would be to lay the blame on the Wartime Prices and â€" Trade Board. That board has been so occupied with putting a ceiling on everything that the floors have been neglected. No doubt the weatherman is quite aware of the Wartime Prices and Trade Board ceiling on temâ€" perature. Otherwise he would be in jail. But like everything else, apparently, the thermometer can go down as far as it likes, so far as the Wartime Prices and Trade Board is concerned. If the weatnerman had any political pull he would be getting a subsidy to keep the thermometer at hve- able levels. Still stands the motto of the King: Meat in Canada is to be rationed next month, "Put into your task whatever it may be, all the but the famous Ottawa baloney will still be free courage and purpose of which you are capable. and unrestricted. ( Ned GRAVEL AND SAND-â€"â€"AND ’PLACER% l A man bought a canary from an anâ€" imal dealer. "‘Ycou‘re sure this bird can sing?" he said, suspiciously. "He‘» a grand singer." The customer left. A week later he reappeared. Onward Freedom‘s People (Can be sung to the tune of "Onward Christian : Soldiers") (Bv. A. Jackson, Timmins) Onward Freedom‘s People, Gird yourselves for war. Sweat and toil and labour More and mor» and more. We must smash Herr Hitler, Lay the tyrant low, _ Till all Europe‘s free of him And his Gestapo. Show the Axis we‘re united Back to back we stand, Till the Voice of Freedom Rings o‘er every land. "Say! This bird you sold me is lame! One leg is shorter than the other." . “W-efi.” said animal dealer, "What d> you want â€" a singer or a danceéer?"â€"â€" At the sight of "Monty," Rommel‘s forces flee. On then, British soldiers, On to Viciory. German troops can never ‘Gainst the prevail We have General "Monty" And he will not fail. On then Monty‘s forces. Chase the fleeing Hun. Now you‘ve got him moving Keep him on the run. Like the swarms of locusts, Allied Bomber‘s war, Drop high explosives, Stopping Goering‘s roar. German people tremble At the siren‘s wail, For they know that soon the bombs will Fall as thick as hail Perish Hitler, Goering, Goebbels, Mussolini, too. If they don‘t like bombings, They know what to do. Marshall Timoshenko, Through the wintry snow, Pushed Adolphie‘s armies From before Moscow. Etalin‘s mighty war machine Grinds slowly but sure, And his people proved to all men That sthey can endure. Hitler‘s intuition, Said "Take Stalingrad." But he lost his army! Now ain‘t that too bad? Forward then to Victory. Free all Europe‘s slaves. Lift from them the yoke of Hitler and. his knaves. Free to worship God on High In a lasting peace. Goodwill through all nations. Cause all wars to cease. Forward then to Victory Through blood, sweat and teats, Till a peace will come which Ends all human fears. > CANADIAN INDUSTRY‘s CONTRIBEUTION TO:; CANADA‘S WAR EFFORT THE FARMING INDUSTRIES Farmers Are Fighting, Too While most people were under the impression | that the fuel wood problem was a question for next ‘winterâ€"that there would be no difficulty here ‘ about fuel this winterâ€"some people actually ran out of wood and were unable to secure fresh supâ€" plies, One such case last week was referred to Councillior Gladstone, one of the committee of council appointed to deal with the question of fuel wood supply for Timmins next winter. Councillor Gladstone was able to tell the househoider where fuel wood could be obtained in town. At the same _time Councilior Gladstone pointed out that peoâ€" ple should not wait until the last stick is in sight before ordering a new supply. If an eye were kept on the woodpile and several days before the supply . was exhausted the order was put in, there would at least be time to look around before households froze up. P WwF Keep your hearts proud and your resoive unshak« en. Let us go forward to that task as one man A smile on our lips and our heads hneld high and with God‘s help we shall not fail." Speaking of the fuel shortage in â€" town these} days, it should be noted that there is about as much trouble about quality as there is about quanâ€"< tity, The wood fuel used in town during the pre-! sent winter has been of notoriously poor quality in many cases. This has had many different reâ€" sults. There has been a hidden increase in the price of fuel, because poor quality wood does not give the heat that good wood presents. It takes more wood to give less heat. Then the quality of the wood (and also the quality of some of the coal used) has been such that chimnéey fires have been of very frequent occurence. Chimneys could be cleaned every day without overcoming this diffiâ€" culty. It might be well if there wereâ€"regulations as to quality as well as to price, before: the: stage is reached where people will feel they have to acâ€" cept anything offered, or go without altogether. The weak feature of the Wartime Prices and Trade Board regulations is this overlooking: of quality. Poor quality goodsâ€"shoddy wool ‘and soggy . wood [â€"-are always poor economy. ~HE FARMS OF CANADA have produced some of the TfineSt fighting men wehave. Canadian farmers keep in active training all their lives. Their whole waking existence is spent in , arms against ‘the enemies of the the enemies of productionâ€"weeds . . . drought . . . frost‘. . . flood . . . insect pests .. diséases of plants and animals. And always they have to meet the market and plan with: strategy. And now comes the call:of our embattled Mother Country : "Send us the toofs: SEénd us the wheat and flour. Send us bacon and cheese. Send us food!" What Canadian farmers can do they are doing and will do. This Bank hasalways‘sought to help farm production by liberal advances each‘ season" on‘ crop$‘ and livestock. In the face of war‘s necessity we are the more anxious to coâ€"operate. See your Imperial Bank Manager, and‘ discuss your plans with him. IMPERIAL BANK OF CANADA _ A.~ E.Phipps, President Timmins Branch H. C. SCARTH, Manager HEAD OFFICE: TORONTO H. T. Jaffray, General Manager in the Town of Cobalt done so as to avoid an increase equiva«â€" lent to about two mills in municipal taxation. 1t is expected *that the inâ€" creased water rates wil} bring in apâ€" proximately $1,40000 more than the rates did im the past year. The inâ€" crease is not a direct one but is accoms= piished by reducirg the discount: rate for prompt payment. Under the old plan the water rates inet) for a fiveâ€" roomed house would be $3.75 for a quarter. The discoAint for early payâ€" ment brought this down to $2.82. Unâ€" der the revised schedule the rate will be $3.75 for three months. For a six«â€" roomed house. the former rate was $4.11 with a cash allowance of $1.03, leaving a net of $3.08 per quarter. This will row boe set at $3.70. Cobalt last week increased its rates ‘o consumers for water about 15 per "JIM PROPOSED TOâ€"DAY OPTICAI. COMPANY +14~Pin Phone 835 + The Advance Want Advertissments * ... and‘six months ago he was zoing out with that blonde with never ‘a thought about me. I don‘t blame him . . . I used to be sross and irritable before I got my glasses. When he mt me after Mr. ‘Curtis had prescribed ‘hese glasses, I could sse he was surprised. He called me up for a date. And he hasn‘t gone out with any other girl since then." PRICES ARE DEFINITELY LOWER AT