— : Ses shee ea Se ite a a pet ee ees S pte Reena =~ = Re gwingins —s SS Sa pe . Sis eae eae —— a fees Sas = es ek ecg = SS RNS See SSeS ea ee Sey ee eee Ne J . hed auy eye on this plonk Elbert Hubbard II landed from a M. C. train at our shabby station in Kalamazoo, and came out north of the city where all things are spick and span for the manufacture /@1 clean paper. He SAW the plant—which he had visioned with the mind’s eye—and rejoiced with boyish exuberance. What he saw is set down ina mighty meaty book. Cy said we could have some of them soon. Do you want a copy? Then please put in your bid. It’s free. | Be iaazco Veectable Parchment Company Kalamazoo, Michigan “The World’ s Model Paper Mill’ Makers of Bond and Waxed Papers and Vegetable Parchment PARCHMENT PRATTLER Vol. 3 October, 1919 ‘Price 10c No. 3 KAVEEPEEGRAMS What stops the cry Hungry,” ne when children troop From school? | 2? BREAD! A Dhat was:the most dramatic element of the French Sevolutior? BREAD! J What carries armies! for- *==) ward bo suddess? BREAD! What furnished the staple then WW of food for He vigorous worker ? ae BREAD! = : What ssust be baked frets daily - Fe Nags, |Gealaspure ier fase thoes Sa BREAD! =| fee Ppt Cites mA | ving 2 “ier ; CREA) ae What ig sufficiently important | \|}// = = =| {o find its “ into the prayer? (dues AGN) uttered daily by-millions’ ? BREAD! PARCHMENT PRATTLER [2] Crumbs from the Tables of Wise Men Iu Say So! Tobacco is a filthy weed— I like it. It satisfies no normal need— I like it. It makes you thin, it makes you lean, It takes the hair right off your bean, It’s the worst damstuff I’ve ever seen— I like it. —The Island Motorist. During a Bakers’ Convention the Dallas Times Herald printed this little item: “Those bakers were a well bread batch of men, They did not loaf on the job while in Dallas (Tex.) and were free with their rolls. There was not a crumb in the bunch. Although they spent their dough, none got a bun on.” A Part of Us Bread is so much a part of daily life that we “break bread” when we eat; we “earn our daily bread” if we are of the deserving; and when we wish to express the limit of poverty, we say that there is “not a crust in the house.” —The Northwestern Miller. Bread in Italy There is no country where bread is more venerated than in Italy. There it is still considered the “staff of life,” and all food brought upon the table is referred to as companatico (with bread). One member of a family will ask another, “What have we for campanatico today?” Bread is almost never made at home, but bakeries abound, and the bakers can (Continued on Page 4) PARCHMENT PRATTLER [3] @.Out on a shady road two miles north of Kalamazoo is the ‘‘World’s Model Paper Mill’. Thence went Elbert Hubbard II and Freddie, ‘‘astride a bucket of gasoline,”’ one gay summer forenoon. @, What they saw is now in type—readable type, too! Cy, who runs the Roycroft Print Shop, told us the book would be ready—well, soon after YOU read this!—which is good for a printer, eh? Please speak for a copy now. KALAMAZOO ~VEGETABLE PARCHMENT COMPANY KALAMAZOO, MICHIGAN. ““World’s Model Paper Mill” Makers of bond & waxed paper & vegetable parchment *- . . PARCHMENT PRATTLER [4] Crumbs from the Tables of Wise Men (Continued from Page 2) be seen in their free hours, unclothed to the waist, cooling off at their shop doors. The loaves are usually round and flat, crisp and light, and unsalted, though Vienna bread and rolls are served at hotel tables. Pisa is the city said to excel in the making of bread. —Journal of Home Economics. First Temperance Pledge The first temperance society was formed in New England and its pledge read: “We, the undersigned, believing in the evil effects of strong drink, do hereby pledge ourselves on our sacred honor that we will not get drunk more than four times a year: Muster Day, Fourth of July, Thanksgiving and Christmas.”— The Bigelow Magazine. The Better Prayer I thank thee, Lord, for strength of arm To win my bread, And that beyond my need is meat For friend unfed. I thank thee much for bread to live, I thank thee more for bread to give. I thank thee, Lord, for snug-thatched roof In cold and storm, And that beyond my need is room For friend forlorn. I thank thee much for place to rest, But more for shelter for my guest. I thank thee, Lord, for lavish love On me bestowed. Enough to share with loveless folk To ease their load. Thy love to me I ill could spare, Yet dearer is the love I share. —Forbes Magazine. PARCHMENT PRATTLER 83 Se bi ees Ps ON DY 4 RRA 2S ————— SS Stamped with his Ki Speaking of Advertising Back in ancient Pompeii a baker once made bread and one of his loaves has been found, round in form, stamped with his name—undoubtedly to fix responsibility for purity if not for weight. Bakers early recognize the advantage not only of establishing their wholesale product with some different name or trademark, but also of building a quality product and then protecting the reputation for making such a product by identifying it with a trademark or name. He Pointed across the Brilliant Table The waiters were massing for an attack on the demolished heap of food in front of the “town’s solid citizens’ whose jaded appetites had “toyed” with the expensively prepared calories before them. “All this food,’ a man said to his companion, “Wasted!” Thoughtlessly perhaps, but think how fifty starving kiddies over in Europe would revel in these remnants, a considerable portion of which you'd find in the garbage tomorrow morning. It is the waste of food, the waste of precious time, the waste of ability which is responsible for the present high living costs—we ought to say the cost of high livine rather than the high cost of living. I wonder if we have forgotten war’s lesson so soon? If less of this expensive food, and more good wholesome bread were consumed, we would all be the better off for it.” PARCHMENT PRATTLER [6] The Socialist If the Socialists, with their schemes to level all things and all men, will only tell me who is to hold the bag when business is bad, perhaps they can persuade my little mind that their soap-box theory of robbing the rich is fair play after all. ‘The man who has gone ahead, worked, Sones and saved and by his intelligence and industry made some money, and a business—this man, I am sure, would will- ingly divide some of his responsibilities with responsible men. He would do it for one good reason—it would he good business. ‘They are doing it all over the country. The Socialist would relieve everybody of everything but responsibility, hard work and defeat. The truth is, the big man would like to transfer some responsibilities by giving an interest in the bus- ness. ‘The truth is, the big man could exchange places with the smaller man; but what would happen if we put the smaller man in the big man’s boots? The Socialist protests against capital, and then he lays a political trap to catch it. He does not want to co-operate with resources—he ' wants to “cop” the results. His plan is so plausible to the setae the idle and the ignorant, that it has already got him a lot of passports; and along with his hatch will go the Bolshevik. —The Silent Partner. PARCHMENT PRATTLER [7] Speaking of Sandwiches A certain gentleman for whom we entertain consid- erable admiration, once introduced himself on the pro- gram as being the lettuce filler in a literary sandwich— a little fresh, crisp and green! He had a pretty fair conception of what the modern sandwich filler is—that is, when it really can be found at all. For this time-honored device of the cook has long since passed the utilitarian stage it occupied when mother was a gitl. Now it’s just a thing of beauty—usually as devoid of calories as the sandwich the messenger boy once bought. He accused the waitress of omitting the ham. When she told him he hadn’t come to it yet, he went on expectantly until the very last morsel, only to “meat” disappointment. ‘Then she taunted him by tell- him he had “bit over it.” All of which brings us back to the matter of sand- wich filling. The wholesale baker has done his bit to make the sandwich worth while. He’s made a big im- provement in bread. But William E. Sherman—not the one who defined war—informs us that ‘‘a sandwich, like all Gaul, should be divided into three parts or lay- ers, two of bread and one of solid food, preferably meat, cheese, or weiner.” Just a wee bit of jelly or jellied meat won’t serve the purpose. That only wastes bread. The filling must be of “solid food” according to Sherman. The sandwich is a subject worthy the attention of reconstructionists. Possibly a Society for the Securing of Sensible Sandwiches might get results. PARCHMENT PRATTLER [8] No Matter Where You Live or What Your Business May Be, You are Just as Big as You Are—and No Bigger The rubbee being haman did everthing bub sek the dog ort Git 2 We think it a fair average and therefore safe to state that 70% of the men engaged in business or professions of any name or nature are gentlemen. Our observation and experience also lead us to the con- clusion that about 75% of the 70% are gentlemen because it comes natural to them, because they can’t help it and the balance assume that attitude because they have discovered that it pays very much better than it does to be boors. There are approximately three men in every group of ten however, who have never learned the extremely simple but unusually fine art of being a gentleman. You will find these men scattered all along the business and professional high- way and the most and the best you can do, is to thank the Lord that he did not make any more of them. We have seen men cooling their heels for hours outside the manager’s room waiting for an audience, while said mana- ger was doing nothing more important than reading the morn- ing paper. We are all of us human enough, we reckon, to enjoy see- ing a man of that stripe meet his Waterloo, and having such an instance in mind, we will briefly relate it, because you may (Continued at Bottom of Next Page) PARCHMENT PRATTLER [9] GTTINS NS ~ Ne Seis, roi word for ane “NO GRIMY, ROILY WATER FOR THEM” We gave the artist this quotation, ‘‘No grimy, roily water for them’’ taken from Elbert Hubbard’s new book recounting his recent little journey through Parchment. The artist’s conception was that we drank the water—but Bert found out that the pure, sparkling stuff tests great! And is blown from fourteen wells by a hurricane of compressed air for paper-making purposes. Drop us a line for this book today, ‘‘A Further Palaver on Paper’’, and we will send you a copy as soon as we can. Kalamazoo Vegetable Parchment Company Kalamazoo, Michigan (Continued from Page 8) have ba a similar experience. This particularly ungentle- manly chap was the owner of a business of fairish propor- tions, but he seemed to lie awake nights trying to invent some new way of being rough and uncouth to traveling sales-. men. He would keep them waiting all day for an order he could just as well have placed with them in ten minutes and in every conceivable way, he made it just as uncomfortable for them as he possibly could. Well, as this is a true story, it must be shortened. Just why he did it we are not prepared to say, but he sold out his business and himself became a traveling salesman. A number of years went by and one day on a new territory he stepped into a store only to find as ‘its proprietor one of the men whom he had rubbed it into years before. The rubbee being human, did everything but set the dog on him and when we heard of it, we were also just hu- man enough to chuckle. PARCHMENT PRATTILER [ 10 ] Watch Out for Your Unmbeclie Yesterday we took a run over to Chicago—get that—run over to Chicago. We picked up that form of expressing ourself from Chicago people who say they took a run over to New York and from New York City folks who prior to the war nonchalantly spoke of running over to Paris or London. Kinda sounds like big time stuff, you know—just as though --we were in the habit of taking runs every day or two when- ever the fancy. struck us. Well, anyway, however that may be, the thermometer reg- istered 90 some odd in the shade, as we sweated our way down to the station to board the 11:32 train for the west. Just outside the station there was a little shade and the thought of a breeze. Having just parted with $1.50 for hav- ing our Palm Beach suit manicured, we did not feel like squatting down on the cinder and dust covered cement coping to the building, hence we stood with scores of other per- spiring proletariats and waited for Uncle Sam to drive up. The blackboard not only stated that the train was 30 min- utes late but the station master also rushed out of the little brick building gave a brisk Uncle Samish sort of look up the track and then looking at the group of perspirers he said, “She’s 30 minutes late boys all right, all right.” We noticed a chair just inside the door, we caught the master’s eye, we. slyly slid a cigar into his pocket and nodded toward the haven of rest. “Bet your life” he said, and so it happened we sat while others stood. So much for what one little cigar can accomplish. What we started to tell you about however, was the dif- ference between two men, both of whom were receiving the same salary, both of whom had the word “brakeman” printed in bold letters on the front of their caps. Just why they should be called brakemen today we do not know, probably a habit, because they have nothing to break except if they be so inclined, the dispositions of the road patrons whom they are expected to serve. Well we’ve changed our mind again. We are not going to say anything about one of these chaps, except that he was not. built to our taste as thoroughly and completely as was the other. PARCHMENT PRATTLER [11] One of these brakemen was so human that you might almost imagine he was working for himself instead ofacorporation. When the children had diffi- culty in drawing water from the tank, he would assist them and then, as they trotted off, he would give them a pat on the shoulder and smile. Think of it, actually smile at and with the children of autocrats who were spending their money in travel. When the train whistled for a station, he would call its name so that everybody in the car could hear and understand what he said. And then, as the train slowed down and was You jst leave at bo me, and about to stop, he would shout 464 worry o little ‘bib **Passengers who are leaving the car should be careful and not leave anything behind. Be sure you have your umbrellas, suit cases and pocketbooks.” One old lady who sat directly in front of us had stopped him innumerable times and asked him innumerable questions. She evidently was not accustomed to traveling and was very nervous. If she had been his own mother this $100.00 a month—or thereabouts—brakeman could not have treated her with more deference and consideration. Michigan City was her destination and when the train neared that point, the sub- ject of our remarks paused at the old lady’s seat and said, “Now mother, you’re all right. I’m going to help you off the car and then Ill put you in a cab and tell the man where you want to go. You just leave it to me and don’t you worry a little bit.” The little old mother with watery eyes placed her hand on his arm and in a somewhat trembly voice she said. “You're just as good to me as one of my own boys would be.” A little thing to make so much of, you say. Don’t you be- lieve it; it’s the biggest thing in the world—just being thoughtful and human. Pris PARCHMENT PRATITLER [ 12 ) “Eat Bread— More Bread!’’ The Jones’ family is a large one. Ican think right this mo- ment of five with whom I correspond. But the particular brand of Jones of whom I wish to speak, is a dark, dar- ing, dashing fellow— graceful as a willow switch—who acceler- ates the sale of waxed paper at Parchment. He was raving one morning recently about the Fleisch- mann Company’s cam- paign to increase the consumption of bread. Jones handed me prints of several ads and I wrote Woolley for the rest of them. They are almost as well planned as if I had had a finger in the pie. Woolley, who is not at all wild but happens to be the capable advertising manager of the Fleischmann Com- pany, modestly admits that the campaign is unselfish and, like all unselfish things, it is proving the most selfish thing they could possibly do—if you get me. Elsewhere we comment on bread advertising—on this page we want to compliment the energizers of so many mil- lion loaves of bread, on their foresight in undertaking this campaign. Naturally if everyone eats two slices for one, the Fleischmann Company will sell two pounds of their potent product for the present one—and that would be too bad! PARCHMENT PRATTLER [13 ] No, it would be a natural reward — and business on waxed paper wrappers would also double. There are a lot of bakers around the country who are pay- ing good money for poor copy in good newspapers, who could well afford to use every one of the ads the Fleischmann Company will furnish them — interspersing the ads which we suggest in the hind end of this booklet. We reproduce a couple ads that ap- peared in the Satur- day Evening Post and other mediums of national circulation. Now if that stalwart gentleman with the two loaves in hand, is a baker (would a yachtsman handle TWO loaves of bread at one time?) Why aren't the loaves WRAPPED IN WAXED PAPER? They would be, absolutely, on coming from any modern bakery— and the chances are pretty good that they would be sealed in a quality paper like KVP. Whenever an artist makes a drawing of an uncut loaf of bread or an untouched sand- wich, he should, to be true to typical life, portray the SHIMMERING, PROTECTIVE WAXED PAPER WRAPPER. PARCHMENT PRATTLER [14] = \ 1 rS BO Ze WILLIAM L. BROWNELL a Mebbe it’s the hot weather, mebbe it’s because ma and dad got so stirred durin’ the war, that it’s hard work for ’em to get settled down again, but anyway whatever causes it, you don’t have to look at no thermometer, to know that we're havin’ a hot time up at our house all the time. If it ain’t one thing it’s another and I get so doggone sick of it sometimes, I almost wish I’d been born an orphan. In some of the big stores what I’ve been in, they have what they call rest rooms, but you can bet your life there ain’t no such place in our house. If either one of ’em should die, which of course I hope they won’t, but if they should, I'll bet you that the other one would get a job right away in a boiler factory, or tendin’ wild animals, or somethin’ else that had a lot of noise and action in, just to keep ’em in mind of old times. Sometimes when some couple what they train with comes pver in the evenin’ and ma and dad have gone out in the kitchen to fix up a lunch, I’ve heard the woman say, “Isn’t it perfectly lovely how beautifully they get along together ; PARCHMENT PRATTLER f 15 ] they seem to be just fitted for each other?” And then she'll draw her lips together and say, “You might take pattern after Henry a little bit without hurting you any.” And then her husband’ll get sore ’cause no man likes to have his wife throw some other man up to him as a pattern and by the time ma and dad come in with the lunch, the company’s so doggone sore at each other that they can’t digest it and $0 pretty soon they get up and go home and ma and dad have a right good time all the rest of the evenin’ talkin’ ’em over. Of course bein’ thrown right in it all the time as you might say, I’ve thought it over a good deal and I’ve bout made up my mind if there wasn’t no such things as preachers or lecturers or newspapers, or anything like that, it would help my folks quite a lot. Whenever they hear a sermon or a lecture, one or the other of ’em always gets mad at some- thin’ that was said and then the other one’ll stick up for it and then good night, they’re off. That'll give ’em somethin’ to yow ’bout until one or the other of ’em reads somethin’ in the paper what they don’t like and then more fireworks, more red lights, more sobbin’ and more makin’ up. I’m mighty fond of both of ’em and they’re mighty fond of each other, but I’ve got an uncle what lives on a farm and owns a lot of horses and he says, you've got to be awful careful how you mate ’em up as to dispositions. ’cause if you don’t you're more’n liable to spoil two darned good animals. Last night dad set readin’ the paper and finally he said, “Ah ha, I knew it; I knew we'd come to it pretty soon and here it is. You women want to run the whole blamed uni- verse and the first thing you know us men folks’l! just set back and let you go it alone and then see how you'll like it. I can tell you one thing,” said dad, “if you keep on actin’ so confounded foolish, the time’ll come and it ain’t so very far off either, when marryin’ll go plumb and completely out of PARCHMENT PRATTLER- [16] style and if it ever does, if men folks come to realize how comfortably they can trot along in single harness, there’ll be more dried up old maids roamin’ ’round this country in a few years than you can shake a stick at and don’t you forget it.” All the time dad was talkin’ I was watchin’ ma to see how she was goin’ to take it. Sometimes she flares up and then it’s over quicker, but this time she took it quieter and that’s ‘what I hate, ’cause it lasts longer. Finally she looks up at dad and says, “Well, after you get over your spasm and stop frothing at the mouth, perhaps you'll be good enough to tell me what started you off on this jazz tirade anyway.” “Jazz nothin’,” says dad, “here it is right here in this paper in black and white. A lot of you women have got together down east and are asking congress to pass laws which will compel ali husbands to pay their wives wages, just the same as they do their stenographers or other office help. Things are comin’ to a pretty pass,” says dad, “when a man has to work his head off to keep things runnin’ and then has to pay his own wife for doin’ her share of the work and a darned small share too, if anybody should ask you. Of course,” says dad, “the thing’ll go through all right ’cause now that you women have got a vote, every mother’s son we send down there to make laws for us, will lallygag around and do just what you ask ’em to do for fear you'll take their jobs away from ’em. One of these days” says dad, our own little boy will be fool enough to get married I suppose and it’ll be a fine thing to hear him repeat after the minister, ‘I hereby promise and swear to pay my wife a wage of not less than $50.00 a week and more if she earns it and I also further promise and swear that she shall not be obliged to work more than four hours a day with double pay for all over- time and if any disputes or misunderstandings arise, I fur- PARCHMENT PRATTLER [17] ther promise and swear that the whole thing shall be turned over to a committee of women to settle for us.’ That,’ says dad, “would be a beautiful way to start the boy out and you just mark my words, that’s just what we’re coming to with all this tommyrot new woman business that’s floatin’ around.” The only thing that saved dad was that ma was so boilin’ mad she just couldn’t talk. She looked at him a minute or two and then she slammed the socks she was mendin’ down on the floor and stalked up stairs without sayin’ a word. After she'd gone, dad went out on the porch, slammin’ the screen door after him enough to take it right off the hinges. When I went up to bed, ma was in their room with the door shut and that’s a way she has of tellin’ dad that his room’s better’n his company. Putting Quality First A friend told us in no uncertain language the other morn- ing, that the baker is paying more attention to quality flour than ever before. He even went so far as to say that if a salesman came around offering flour a little bit under price, he was quite apt to be speedily turned down, whereas if he offered flour at an increased price, his proposition would most likely be carefully investigated, the baker figuring that. you get just about what you pay for. Well, I believe he is right. And I believe this same attitude is being shown in his con- sideration of waxed paper for bread wrappers. The baker doesn’t have to have much experience with waxed paper to discover the difference, and he soon finds out that a cheap waxed paper is worth just about what it costs and not a bit more, whereas a high grade waxed paper is worth every cent of its cost, and more, in economy of paper and satisfac- tion in use. A good grade of waxed paper means practically no wast- age. ; PARCHMENT PRATTLER [ 18 ] Some “‘Might Be’’ Honest Advertisement Headings a oe SLEEPY HEAD FLOUR “It never rises.” ee ONE WAY SHIPPING BOXES ‘They never “come back.” eS Try a set of Bomb-proof crust ~ BREAD PANS. 2S THE HARDUP MIXER always needs the dough. ae THE BURNING SHAME OVEN in which bread is never underdone. — STONEY SHORTENING _ makes a pastry that melts in the furnace. ee WEARY WILLIE WRAPPING MACHINES “they hate work.” [ 19 ] Church to Creamery PARCHMENT PRATTLER In the September PRATTLER we paused for a few words on a certain creamery in Kalamazoo that descended from a brewery—which is something like saying that an angel of Paradise descends from an ape!—and now we have seen a church that this summer was revamped into a creamery. No more can the residents of this little village accuse the afore-mentioned institution of dispensing ‘‘dry” wares. Bombast gives way to buttermilk. Really, this is a most excellent use to make of the majority of churches we have visited. A man grown ancient in ministerial service once remarked to me, “Son, religion is a wonderful, wonderful thing—and you know that it is when you stop to think how far it has gone and how it hangs on and grows in spite of the rotten material in it!” J. K. was once accused of advocating, in a speel before the Advertising Club of Saint Louis, that all the churches be set on fire. I know him well enough to realize that what he said was a fire should be kindled in every pulpit —and he was dead right about it. But $600.00 a year won’t buy much of a blaze nowadays! DUE chy — ISM — CCSD PARCHMENT PRATTLER [ 20 ] Solomon as an Advice Giver If we can judge at all accurately by the records, it would appear that people who lived 3,000 years or more ago, were in many respects very much like the people who are attending our prayer meetings and-our ball games in A. D. 1919. "Take Solomon, for instance. He had evi- dently taken a post-graduate course as an advice giver, and in spite also of his fondness for a plurality of wives, you must admit that much of it was mighty good. The trouble with Solomon, the bug which gummed around in his particular ointment, is the same old trouble and the same little bug which handicaps all of us today, yea, brethren, all of us even from the highest to the lowest. When it came to the matter of giving advice, Solomon grabbed the heavy end of the log and did all the lifting, but when he came up to the point of using it as a guide for his own life, he usually shucked his overalls and went on a strike. And now just for instance, he went home one night from the golf links, called all of his wives together and said this to them: “He that keepeth his mouth keepeth his life; but he that openeth wide his lips shall have destruction.” PARCHMENT PRATTLER [ 21 ] _ As advice goes, that of course was 100% to the good, but the joke of the thing is, that right after supper he lighted his pipe and reeled off a couple of thousand more words of advice which he, of course, considered to be mighty good gravy for the other fellow, but which he evidently had not the slightest intention of sopping up for himself. Well, be that as it may, Solomon had his good points, and as some of his relatives may perchance read these lines, we will hedge a trifle and simply say that for a man handicapped as he was in a domestic way, he showed up in very good form. What we really had in mind, however, when we started for Chicago and landed in New York was this: The ad- vice he gave his wives with reference to keeping their mouths fairly well closed, will apply to present-day people with considerable force. In these days of unusual mental disturbance, a closed mouth is a distinct blessing to mankind unless when it is opened there issues from it something which is helpful and constructive, rather than something which is debili- tating and destructive. Sos Fy. =e TS ESR, PARCHMENT PRATTLER WU TEM Bi me au J = i a if ink i a Whenever an artist takes a drawing ~ oan utcut Ioaf of Ha or untouched soudwitth, he should be true bo typical Tife, portray the ' Shimmering, Prokeckive Waxed JSeper Wrappér sce EA ae SS Saree Bread Advertising Nearly all the newspaper advertising we have seen on bread is wrong—dead wrong | ‘This isn’t a very optimistic cheep for us to let out, but we feel that way about it. Follow us, Steve, and you will see what we have up our sleeve besides an elastic band. It is wrong because it wouldn’t sell more bread in a thousand years. It obviously tries to get the reader to specify some particular brand of bread and printed ad- vertising cannot make her do THAT. Most of it is mere publicity for a brand name. Do you think that THIS dope sends the housewife to the grocery asking for YOUR BREAD? It does not. She HAPPENS to try your bread. ‘The family like it. And because you have PARCHMENT PRATTLER [ 23 ] been wise enough to print the name of the bread in big type on the KVP waxed paper wrapper, it’s easy for her to always order it by name. But (now get this), she does NOT begin to order it by name until she knows FROM EXPERIENCE that it is good bread. Most bread advertising is a frightful waste of space. Change your copy to persuade folks to EAT MORE BREAD and this kind of advertising will benefit EVERY worthy bakery. How can you do it? Did you know that bread at its present price is the cheapest wholesome food in the world? Have you told the readers of your newspapers this—and proved it? People pay from six cents each and upwards for sweet pastry that melts almost in one bite, and yet howl about paying fifteen cents for a loaf of bread big enough and sufficiently packed with nourishment to feed them two days. Isn’t it all a matter of lack of education? Have you ever compared the cost of bread—per month—in the average home with the ice bill, electric light bill, or some other bill? Why is it that a united groan goes up and the public press demands an investigation when bread advances ever so little? Not because the price is unwarranted, but because bread is the UNIVERSAL food. IN SPITE OF the lack of informative advertis- ing, bread sales have increased, but how many house- wives know that bakers’ bread is really more nourishing than home-baked bread ? Is there more nourishment in 10 pounds of bread than in a dollar’s worth of meat? Well, tell ’em that. Have you ever printed photographs taken INSIDE your bakery proving the sanitary conditions under which you make bread? Have you ever explained the value of. the BREAD WRAPPER? PARCHMENT PRATTLER [ 24 J If we were running a bakery, we would build our sales policy around these points: 1. Make bread so good that -it would “repeat.” 2. Boldly brand our waxed paper wrappers so that Milady would remember to repeat the name when reordering. 3. Teach the public why they should eat MORE BREAD and my bread in particular. The Fleischmann Company have prepared some ex- cellent educational pieces which I’ll bet they will let any baker use gratis. Write the Northwestern Miller of Minneapolis, Minn., for a copy of their August 27 number—or a reprint of uackenbush’s article on BREAD. It is a mine of suggestions for the bread advertiser. Please feel at liberty to use any of these ideas in your advertising. We will furnish electros at actual cost of making and handling. ‘Try one or two of them in your newspaper advertising. They will attract at- tention. “They will increase the respect of the public for YOUR bread. They will TEACH WHY you use bread wrappers of KVP waxed paper. Even if you aren't using KVP waxed paper, you are welcome to use these ideas. We aren’t going to be pigs about them— and we honestly feel that you are going to find pretty soon now that a QUALITY bread wrapper is cheapest in the long run, just as surely as quality flour is cheapest in the end. Some day you may want our paper, and in the meantime, we want to be all the help to you we can in your effort to sell more bread. The electros are 4.inches wide for use in space two or three columns wide and as deep as you like. Please order by number. TEAR OFF AND USE KVP Waxed Paper Wrappers Keep Your Loaves of (Blank) Bread Fresh and Wholesome @At the ‘‘World’s Model Paper Mill’’, whence come our bread wrappers, three loaves of bread—baked side by side in a modern bakery—identical in quality and size—were tested in the laboratory. One was unwrapped, another wrapped in unwaxed paper, the third in KVP waxed paper (just as we wrap [blank] ae Bread). The chart below shows how quickly one a Big the unwrapped and plain paper wrapped loaves ane: ae: dried out. On Friday morning the waxed paper gy wrapped loaf was still palatable and moist. The KVP waxed paper wrapper around (Blank) Bread not only keeps it fresh and wholesome, but guards it from the contamination of soiled hands and germ-laden dust. <2 FRAT, armies of Mae NY. ; = %S a vee Es ae Om ces ‘- CEC nee : i DN gat SCA (Name of Bakery) 4 = Saeco Ce UES By be ae = Ee Pee ‘| re : ea! = “7 A ~ > tee eet: Soames f n = aay «mages ‘ped 5 e oe co rN u & "BD be. Pte. aye fee ee OPO AND BES Ur Cg ls mes enn ag ieee ue re SNIFF! SNIFF!! @Ift you will do—as we have done—and _ briskly rub between your hands one of the waxed paper wrappers around bread, and then quickly sniff it while the wax is still warm from the fric- tion, you will scarcely be able to discover the odor that used to arise when lamps were filled in the wood shed. @, The paraf - fine used in KVP waxed paper is the best the world affords, coming from India. It makes the highest quality waxed paper we can buy. It is a qual- ity wrapper for such qual- ity bread as (Name of Bakery) TEAR OFF AND USE [hiiket a Banana ih its LY, /al ‘t 3 lt is just as Z : V4 absurd tothink y of marketing a banana without its skin as to market bread with- out a good waxed paper wrapper. Just as the skin retains the moistness and quality of the banana, so KVP waxed paper wrappers retain the goodness of (Blank) Bread. No germ-cov- ered fingers handle this bread— it is PROTECTED from the moment it comes hot from our ovens until YOU break the wrapper and cut it. (Name of Bakery) WEAR OFF ANTC UR Re ee ihe Careful- ouse mife | says: G.I know that my bread will be moist and good if it is sealed in a waxed paper wrapper. @.One reason why | I prefer BLANK bread is the heavy waxed paper wrapper, which seems tougher and more thoroughly waxed than many bread wrappers. (Name of Bakery) IIISISSISISISISISS IS. News Notes About Paper Clothing Underclothing made of finely crisped or grained paper is now being manufactured in Japan. After the paper has been cut to a pattern, the different parts are sewed together and hemmed, and the places where buttonholes are to be formed are strength- ened with calico or linen. The paper is very strong and at the same time very flexible. After a garment has been worn a few hours, it will interfere with the perspiration of the body no more than do garments made of cotton fabric. The paper is not sized, nor is it imperm- eable. After becoming wet, the paper is difficult to tear. Sounds Like KVP Vegetable Parchment | PPPPOOOOOOOOOOOPOPO CH SLICE is your entering, wedge You. put the quality into the slice —pbut it takes a good KVP waxed --' wrapper to Keep it there so that crumb. Ask for waxed paper made by Kalamazoo Vegetable Parchment Company Kalamazoo, Michigan Makers of ’ Bond and Waxed Paper & Vegetable Parchment ey ‘bread will be good to the final