Nearly a century ago Madison Cottage was a popular and picturesque rendezvous located where the Boston Postroad branched off from Bloomingdale Road, now Broadway. Here Corporal Thompson, fat and florid, welcomed the weary traveler or boisterous coaching party with cheery open fires, roasts done to a sizzling turn and vintages of rare good fellowship. The Corporal's "card," shown above, was the first advertisement of this location. Today it is worldknown. And all these years this spot has continued to entertain and cater to the public. Here stands The Fifth Avenue Building facing historic Madison Square, housing commercial leaders of the Nation and welcoming buyers and business visitors from over all the world. A different brand of hospitality holds sway but it is as genuine as that which gave Madison Cottage its oldfashioned charm. The companies which choose The Fifth Avenue Building for their New York headquarters do so not only because it is the very axis of the uptown wholesale district but because of the prestige and fine old traditions which surround it and make it stand out as more than an office building. Come and see for yourself why and how this is true. THE FIFTH AVENUE BUILDING Broadway and Fifth Avenue at Madison Square. NEW YORK A Large Company of Pleasant, Helpful Well-Mannered Salespeople C Earnest Elmo Calkins ONSIDER what is offered in the advertising pages of the carefully edited magazine: Here are salespeople, silent but eloquent, waiting their turn, full of information, dressed in their best. They wait upon you. You receive them at your convenience in your easy chair, riding to and fro, in time otherwise lost. They are vouched for. None are admitted whose credentials are not satisfactory. What they say is in permanent printed form. It remains a witness of the contract between you and the maker of the goods. The advertising department is a pleasant guide through the shops, personally conducted tours with short illustrated lectures on desirable things that are for sale. Or it is a reference book, a directory, a guide, to be consulted when you have some particular need. Or a history of the fine art of supplying your wants, a bird's eye view of all the new and old things manufacturers have thought up and made for you. What a lot of shopping these advertisements save you! You have become so used to their service you forget how convenient that service is, just as you accept the telephone, the vacuum cleaner or the gas range. A great deal of anxious thought went into the making of these advertisements. They are addressed to you. Their whole aim is to please you, to interest you, to tell you something that will give you pleasure and profit and satisfaction. They are advance salespeople, who visit you in your home, to give you the earliest word about things you need or want, to help you make up your mind, so that when you visit the shops or the markets, you can buy quickly and with greater certainty and knowledge. Book Lovers LEND US YOUR EARS OOK LOVERS!" What a variety of persons that word calls to mind. In one man the taste for books reaches no deeper than their backs, for to his eye, shelves of brown and red and green cover the sides of the room more seemingly than does mere wall paper. Some are buyers cf books that they may give them to friends. There are said to be some who love no books unless they be ledgers or checkbooks. And lastly, they who not only find joy in the words of the author but who from early youth are accustomed to revere the person of a book. They, and they only, are the veritable amateurs, the true book lovers. How often have your eyes feasted on the sinuous elm-like pattern in a cover of tree calf! How covetable is a beautiful dress of pebbly morocco or crushed levant whereon golden line and spiral record the will of some artist that the outer face of this book shall be worthy of its noble contents. In the person and format of such a book, nothing is trivial. Let the type be stately, fair and lucid (never was there better face than French Old Style, planned in the days when the Grand Manner was still cultivated). Let the white margins be generous and architectural, helping the eye that reads and pleasing the eye that views the page as a composition of light and shade. And then the beauty of the book-paper. Firm it must be, of even color, not dead white nor yet with a ghastly faint tint of blue. Let its tone rather turn toward the hue of humanity. Let it receive the ink as a welcome guest and not as a stranger which it halts at its farthest exterior. Let it be water-marked, and if the light shining through shows dimly the letters OLDE STYLE, know that you have a proper and adequate paper. From its vegetable fibre has been removed all that is changeable and ephemeral. It has left its dross in the crucible, and it remains cellulose-the enduring element of vegetable life selected by nature as the primary cell wall of all plants -fixed in color, in surface, in thickness, for all time. Warren's (STANDARD Printing Papers S. D. WARREN COMPANY # # WHO IS THIS? It is the Tired Business Man He is chain-lightning in his office. He knows But socially! great Beatrice Fairfax! He is lost at a dance; swamped at a dinner; Sometimes, in his secret soul, he wonders And yet it's so easy so simple-so inex- All he needs is to tear off that coupon and spend a single dollar for the forward-marching magazine of modern American life-its arts, sports, dances, fashions, books, operas, gaieties, and humors: Vanity Fair. Vanity Fair costs $3 a year-35 cents a copy. There is more joyous fun-making and mental stimulation in one single copy than in fourteen yards of Bergson or Ralph Waldo Emerson. Yet, if you do not know Vanity Fair, or would like to know it better, you may have five whole copies for an insignificant dollar-six, if you mail the coupon now. Five Issues of Vanity Fair for $1 Six, if you mail the coupon now. Stop where you are! Tear off that coupon! VANITY FAIR, 19 West 44th Street, New York City I want to go through life with my mind open; to keep my sympathies warm; to keep in touch with the newest and |