50 Woodmen of the World Building Standard of Perfection THE OMAHA SUNDAY BEE: MAY 4, 1913. Fiil& m Willi S WOODMEN OP THE WORLD BUILDING. Hr C. A. PATTEnSON. The strides In skyscraper development have been astonishing even to those who are actually factors In big building ac tivity. The newspapers' which only a few years ago ran column after -column on the Impossibility of further achievements In building construction, today are almost subdued, for their prognostications have been shattered by. actual accomplishment. Some buildings have achieved greatness 'by size, others have become prominent by their height, but tho ' Woodmen of the World building In Omaha lays claim to respectful attention because of its won- derful equipment and service to Its ten ants. Architectural beauty, except as It bears directly and favorably on the revenue, will not be discussed In these articles, i but instead It is hoped to demonstrate the vital connectlon.'belwecn the construo rtlon and equipment-to-the returns on the investment. , Tho Woodmen of the World building Is an excellent example of spending the money where it will be most appreciated by tho tenant, who, after all, Is the de- elding factor .on the success or failure of an office building. ' In this article there will be no attempt I to describe ,the Wpodmen of the World building In tho average prosaic descrlp tlon of a building, -but simply to -write tho Impressions of this skyscraper from the standpoint of a personally conducted Inspection tour. The building Is eighteen stories high w'th an attic for blectrlcal machinery, glvlns a height .of nineteen stories above th6 basement, but while not unusual in l size, the brains of the architect, the build inc. committee .and .the bulldjng special' lsf were concentrated, In tho Idea of mak , Ins n distinctive building and no money ha been spared to accomplish this pur pose. I lViirl(l-tVlilp Search for Nevr Iilenn, This country and even Europo was gleaned for practical Innovations and as a result the very best features of build I ings everywhere have, been Introduced in the. Woodmen of the World building. The building la owned by the Woodmen of the World fraternity as Us national 1 1 headquaiters. To adnpt It for the pur pose with a reservation of spuce for 1 commercial and club occupancy as well was a problem that has been successfully ' reived by the capable building commute composed of Joseph Cull'en Root, the founder of tho order and Its sovereign SOCIAL LIFE MASHINGTON Wilccn's Cabinet Brings Interesting People to National Capitol. MEMBERS OF "OFFICIAL SET" "Who'll IVho" nioirrntihlrs' of the Lenders nnd Nenr-Lenders of tb Si.clnl. Side of the A tluitnIM ration. The political overturning In Washing ton, occasioned by the new administra tion, huk not been more complete than the overturning In that part of Wash ington society known Us the "official set" Ono should understand that 'there are in Washington three circles of society, entirely dlMlnct from one another. There Is the 'old Washington crowd," which tins been submorged to a consid erable extent or, to use, another figure of speech, run ovr as with a road roller by the fashionable set, "composed chiefly of the diplomats and persons of wealth who have come to Washington fiom other cities. The official set Is the third division. , Position in the first named of these circles Is given by birth; In the second, by money or social lnfluenoe. and In the third, by a office of adequate magnitude under the government. Ko much being, explained, It Is easy to perceive how and why women of the cabinet are leaders In official society. One or another of .them may, if pos sessed of large means, be likewise widely known In the fashionable circle, but that b simply a matter, of accident In any case, they are persons of lm fortance; and, under the law of succes jalon, which makes every member of the 'cabinet a possible president should those commander; William A. Frasor, sover eign advisor; John T. Yates, sovereign clerk, and James E. Fitzgerald and Napo leon B. Maxcy, sovereign managers, un der whose supervision has been con structed a well-built and equipped build ing. Itolablrd & Roche, Chicago, with whom were associated Fisher & Laurie or Omaha, were the architects, and John M. Walshe, temporary building manager. also acted In an advisory capacity under direction of the building committee. Bel- don Brock Construction company of St Louis were the contractors. The' building' was started July 17, 1911, and officially dedicated In October, 1912. On March '1, 85 per cent of the building was leased, which Is a remarkable record when one appreciates that the first ten ants did not move In until December, 1912, and the renting season has only just commenced. Almost 1,000 persons occupy offices in the building and the occupancy Is so .diversified that within Its four walls can be found almost everything within tho need of mankind. The Ilnilritntr from the Outside Being the newest and highest building in Omaha, naturally the Woodmen of the World building Is conspicuous. The ex terior is built of pink granite base, white terra cotta and- red brick, with panels In relief of the emblems of the society. The effect of this can be seen from the illus tratlon. A row of electrlo lights are en cased In the cornices at the top of the building. Unlike most exterior decorative lighting, however, powerful reflectors dt rect this light toward the sidewalk and the lights themselves are not visible. The brilliant outlining of the building at night Is both unique and artistic. The IiOltliy ami l.tsli t liifr Effect Entering tho building by a motor-driven revolving door, wo find a lobby that should be seen to be appreciated. The grand .stairway winds up over the out side vestibule, as can be seen from tho II lustration. The most distinctive feature here is the lighting scheme. Up two steps and at tho head of tho stairway In the balcony on either side are located four large bronze urns of Egytlan design, Each contain a concealed 500-watt Mazda and mirrored reflector. This reflects the light to tho panelled gold leaf celling several feet above. The Illumination is so well distributed and the light source so carefully hidden that it is quite mystl tying to the uninitiated. Many believe ahead of him In rank die, all of them are to be regarded ;ui. possible mistresses of tho White House. Mrs. Ilrynn the Most Important. Of course, tho most Important of all the cabinet women Is the wife of the secretary of state, Mrs. WHllam Jennings Bryan. She wac, before her marriage, Mary Balrd, the daughter of John Balrd, a f entijylvnnian of old stock. Educated at tho Presbyterian academy In Jack sonville, III., she was graduated from that Institution in June, 1881, and three years later she wan married to Mr. Bryan, The fact that the Hryans have taken this house Indicates that they expect to bo active socially. Indeed, the wife of a secretary of state cannot very well es- I cape the necessity of doing some enter ! talnlng. She must receive the members ! of the diplomatic corps and the women j of their families and must give dinner 1 parUes now and then.' With the otner women of the cabinet tho matter is one of choice. If they lack either the means or the inclination to entertain, they can get out of the difficulty by living In at apartment, which, from the Washington point of view, Is accepted as indicating' that they will fake no very active part in social affairs. The new secretary ot tho treasury, William Q. McAdoo, is a widower. His eldest daughter. Miss Nona McAdoo, made her debut a short time before the death of her mother last year. She will keep house for her father in Washing ton. Mrs. Bryan Is a clever and accom plished woman. She can speak several languages and Is an especially good Ger man scholar. In addition, she has an excellent head for business. After she was married she started to study law In order to be more helpful to her hus band and was admitted to practice be fore the supreme court of Nebraska Mrs. Bryan Is the kind Of a woman ENTRANCE TO THE BUILDING, SHOW1NQ GRAND STAIRCASE. AN ARTISTIC PIECE OK ARCHITECTURE that actual sunllKht Is Illuminating the I' lobby. Tho vestibule elevator lobby tind anto- I room to vault are all lighted by large I bronze fixtures of the scml-Indlrcct type with boautlful shapes of etched glass. On I the pilasters outsldo on cither side of the main entvunue uro two large bronze torches with 400-watt units. The elevators ure laid out In two banks of three each, on either side of tho olevator lobby, which is Just back of tho staircase described above. Tho elevators on the first and second floors are back of solid bronze grlllB, which are backed with clear plate glass, which keeps back the tremendous draft that Is ulwayB evident In elevator shafts. On either side of the lobby set In a corner of the pilasters six feet six Inches from tho floor are two sets of "position indicators," one for each bank of ele vators. They aro so ur ranged that the starter can stand at any door to a car and see the position of every other car and still face the main entiance. Every action of the car and public In tho main entrance of the building Is under the con stant nnd watchful eye of the elevator starter. At night ' and on Sundays and holidays a switch turns these Indicators Into annunciators. Under one of the po sition Indicators, easily accessible, is lo cated a set of six push buttons, one con nected to a buzzer conceuled In each car. so the starter may govern the operator during all portions of his trip. Back of the elevators on one side is the directory of new type as mado by the C. M. Kfnney company, New York. The name strips are removable and made up In the office and easily placed in the board. Back of this and facing the main entrance is the large vault and anteroom. This vault iB a mammoth affair and holds the JlC.000,000 bonds of tho emergency fund of the Woodmen of tho World. Opposite tho directory is a door Into the freight passage which leads directly from the alley at the rear of the building to the combination freight and passenger elevator, which Is the rear car of tho right hand bank. The side folds back against the back of this car and gives free passage of large packages directly through Iron doors to the freight passage, so that no freight, express or other pack ages come through the main lobby, Freight is received only between 7 a. m. and 10 a. m. and 3 p. m. nnd .5 p. m. This freight passage acts as a rear entrance to all but two of the stores on the first floor. Pent urea In the Elcvntnrs. In the elevator cabs themselves one finds many original, clever und efficient ideas. The threshold light, which Is ad vantageously placed in the post of tho cub and through a gloss-protected open ing, throws a reflected light across the threshold perfectly illuminating the threshold "and car platform. Tho aides of the car aro solidly panelled .In red gum fit. i . . i. - . .. .. . icii mreu incites nign. "ine car switch is a special design and enclosed in cuDinK worK. The floor Is covered with specially designed corrugated nor forated half-Inch rut)bjr mats, furnished uy w. n. Salisbury & Co., Chicago. who knows how to be a companion to her husband in the best seiiBe of tho word. Sho has alwayu uccomnanled him on his political campaigns, and was close by and acting us his adviser at the time when he made the "cross of gold and crown of thorns" spot-ch which earned for him the democratic nomination for the presidency. In later years she went with him on his trip nround the world. When Mr. Brynn was in congress he and his wlfo llvod, as most congressional families do at tho capital, In i boarding house near -the capltol. Just now they aro staying at the New Wlllard hotel. Mr. Bryan has leased Calumet Place, the home of Mrs. John A. Logan, ut Calu met place and Thirteenth street, north west, and with his family will shortly take up his residence there. The hous la a large double dwelling and well suited for entertaining. ' Mrs. Llndley M. Garrison, wlfo of the secretary of war. Is a daughter of an officer of tho. regular army, Captain 8am uel II. Hlldebourns. Being herself an army woman, she Is well acquainted -with most of" the 'army people, which is .important In view of her husband's new position. Born In the west, she was taken by her parents to Philadelphia as a small child and made her home In the Quaker olty up to the time of her marriage In 1900. She has no children. Mrs. Garri son has closed her house In Jersey City ' and will stay with her husband at the Shoreham hotel until summer. Next autumn they will look for a home In Washington. The wife of the' new secretary of the navy, Mrs. Josephus Daniels, comes of an old southern family. She Is a daugh ter of the late Major William H. Bag. ley, who was a distinguished officer in tho confederate army, and her grand father was Jonathan Worth, the first The signal s, sti'in Is, however, the most notlceablo lummilloii. Tlui post on cither stdo of the cab entrance Is two Inches In diameter, of solid bronze, und inside this post are located tio signal and threshold lamps. Tim signal lamps show through two buUV-eyes, directly In front of tho operator, eighteen Inches apart, so in going cither up or down the operator's natural tendency is to look In tho direc tion In which ho Is going, and with theso lamps so plaocd ho cannot fall to see nj signal. IIo therefore does not have to turn his attention away from the open ing at all, and he lq always In perfect position to protect the , opening of tho cab. This post also contains the two push button switches, which are located directly under the natural place for the operator's Kate hand. He may operate either switch without any effort or an noyance. The usual unhandy safety device Is one with Its large wheel set on the side of the cab. It Is almost an Impossibility for the operator to operate this device In time to prevent the car striking the bottom In case of accident. The 'safety arrangement in these cars has been clev erly worked Into the car switch and the crank nnd handle are but a few Inches below the car switch handle and ready at all times for Instantaneous action. The operator has only to drop his hand a few Inches and turn a crank In case of emer gency. The lighting fixture Is built right In the top of the cab and Is made a part of It. Safety doors almost unnotlceable are pro vided In eaoh car, so that if a car gets stuck In the shaft the operator unlocks this safety door and the passengers can step Into the next car, which can be run up to the level of the first car. Gates thnt Cannot (8prlnir Open. AH of the elevator gates are specially constructed. The usual latch bundle Is lengthened to over twelve Inches and It requires a one-quarter turn of tho knurled rod to draw the latch down to release the gate. The latch at the top haa three steps, which allows the gates to be opened up to fivo inches and yet be locked. This feature eliminates the usual danger of gates rebounding and remaining unlocked, because if these particular gates do re bound they usually catch on the second step and If by any -possible chance( tho latch misses this one It is sure (o catch on the third step. In the lobby it is noticed that the in dividual corrugated and perforated mat In front of each elevator is set flush with tho landing In sunken brass-bound re cesses in the tile floor. Tho signal system Is entlrejy different than the usual type of extending lan terns. There are two bull's-eyes about four Inches In dlnmeter set in a box flush with the.' faco of the elevator enclosure and on tho right side of the elevator doors six feet six inches, from the floor to the center of the bull's-eyes. This places all the signals In the range of virion of anyone -waiting for a car and gives Instnnt and direct notice of the next car. This scheme was worked out governor of North Carolina after the closa of the reconstruction period; Mrs. Daniels comes ot fighting stock. Her brother, Ensign Worth Bagley, was the only American, naval officer who lost his life in the Spanish war. A younger brdther, David Worth Bagley, Is now in tho navy. She was married in May, 1SSS, and since then has made her home In Raleigh, N. C, whero she was born. Her mother and 'two sisters, the Misses Belle and Kthel Bagley live Ip Wash ington, where she herself has long been widely known socially. She is fond of society und popular. Mrs. Daniels' four children are all boys. After the Inauguration she went baok to Raleigh to see . about the re moval of her furniture to Washington, where she will take and occupy a house as toon as may be practicable. Mrs. Lane a Favorite, ' Mrs. Franklin K. Lane, wife of the secretary of the interior, has )ong been a favorite In Washington society, her husband having been a commissioner of Interstate commerce. She was Anne Wlntcrmute before her marriage and la a daughter of Peter W, Wlntermute of Elm Ira, N. Y, She was married In Ta coma. Wash., In 1833. Handsome and distinguished looking, she Is a woman of Intellectual type and Is devoted to art and music. Her home In Washing ton Is on Wyoming avenue. The new attorney general, James C. McReynolds, la the only bachelor mem ber ot the cabinet. If he remains one through four years in Washington, where eligible men are scarce and much sought after in society, he will exhibit a remarkable measure ot resistance. Postmaster General Hitchcock, the bach elor member ot the last cabinet, gave after many hours of careful study of the action of the tenants and patrons of an office building. Even the height at whloh the signal lamp should be placed was ac tually tested out before, being decided upon. Mr. Walshe mentioned this at the national convention last year. Another untquo idea of thin signal lan tern is thnt the hack facing Into the ele vator shaft Is gloss and Its position Is directly In line with the operator's vision; therefore, adding an extra signal should he by any chance miss those In the post of the car. The upper portion of the building Is "L" shaped and corridors lead from the elevator lobby Into each wing. The ele vator and stnlr fill In the corner nicely, making use of this usually undesirable space. The smokestacks run upon the outer wall Just buck of one bank of ele vators. Prlnm Ciln In All Top nnahea. The brick lining of the stack forms an outer stack which carries the air from the exhaust fan and ventilates tho en gine and boiler rooms in addition to keep ing the stack cool nnd giving a better draft. The floors In tho corridors are ceramlo mosalo of three-quarter square tile with white field and black border. Tho wain scot la of Colorado marble thirty Inches high. Above this the borrowed lights are filled with prism Plato glass. The corrt dors are perfectly lighted by natural day light, and no artificial light Is necessary during the day. Every top sash in every outside double hung window is filled with prism plate glass which perfectly lights the Inner offices of all suites and the cor rldors. This glass also diffuses the d. rect rays and heat of the sun and greatly Icfscns the usual objection to offices facing west. This building has the largest installa tion of prism glass in the world, Some doubt has been expressed about the cleaning of the glass, us several managers have slated that it would be Impossible to keep ths glars clean. The window wash' ers of the Woodmen of the World build ing, who are experienced men, doclare, however, that they can clean within ten of as many windows per day as they could If they were clear plate glass. They average about eighty to ninety windows a day, which renders the difference in cost negligible In comparison with the great advantage. Noteworthy Ventures In Hardware. The Janitor and fire .hose closets are located at the ends of the elevator shafts, accessible, convenient and well laid out for efficient operation. The pipe shaft opens off the Janitor's closet and con tains an tho main risers in tho building, The hardware on the doors presents another Innovation. A special design let ter plate on ono side matching tho es cutcheon and knob on tho other rail is a noteworthy feature. Rlxson checks are on all doors throughout, even Inner office doors. Every door In tho building Is fitted 'with a 'cylinder lock of the same pattern. Alt utility doors, such as toi let, pipe shafts, janitor's closets, public some notable ' entertainments and was very dcclde'dly n bcaii. The wife of the new postmaster gen eral, Mrs. Albert Sidney, Burleson, has already a host of friends- In Washing ton, her husband having been In con gress for. twelve years. Hers Is an old' family of HwIfb origin; which settled In Maryland nearly two centuries ago. She was Adele Stelner.daughter of Dr. Jo sephus Seiner, an officer of tho old army, who fought In the Mexican and civil wars. He migrated from Mary land, where his great-grandfather was the first Lutheran clergyman, to Aus tin, Tex. She Is highly educated and accom plished, having finished her education with two years In Europe. She speaks Spanish like a native. She has written much for magazines and a few years ago a series, of newspaper" letters from her pen, signed "Mr. and Mrs. New Con gressman," attracted attention. They were a satire on Washington affairs, po litical and social. She has also produced several witty plays. Mrs. Burleson Is described by her friends as a wonderful ' cook In fact, she has specialized In housewifery. She belongs to the Society of Colonial Dames and to the Thankful Hubbard chapter of the Daughters of the American Revolu tion. She has .three daughters. The eldest ot these Is Mrs. Richard Van Wick Neg ley of Ban Antonio, Tex. The others are Lucy Kyle .and Adele Sidney Burleson, who are now at sohool. The Burlesons are living at the Hotel Powhattan in Washington and have no definite plans at pressnt relating to their future place of abode. Mrs, Houston from Texas. Mrs. David Franklin Houston, wife of the new secretary of agriculture, was a Texas girt, Helen Beall, and was married in 1K& when, tuu husband, was a pro ii iiflBiiH 11 n ii mm II hi NO DANGER OK GATES BOUNCING OPEN. PREVENT THIS. doors and alt doors in employes' and working quarters aro all fitted for grand master key. Euch floor Is master keyed, and theso master, keys aro hung on large tags nnd kept In the office. A "mana ger's key" Is a new Idea, being the first Installation of Its kind. This key, when put In the cylinder of any lock in the building, wilt throw the thumb bolt -dn the Inner side of tho door, locking out all ojlicr keys. One Way to Unre Neixllirent Tennnt. If a tenant falls to pay his rent, the manager simply uhcb this Key in tne lock and the tenant must coma to Mm to arrange to open tho door, as no other key will open It. If a tenant wishes his door locked again all other keys at any time during absence from city or vaca tion, or any other cause, this key servos the purpose. A key cabinet in the man ager's office Is so laid out that all key's in the building are Instantly accessible. The system comprises a cabinet with a hook for each door on each floor in hori zontal lines. The floors aro numbered vertically to the offices horizontally) therofore, to find a key find the floor and move to the right to find the office num ber. Each hook contains a tag giving full description of key nnd location of lock. A key receipt appears on tho hook, also, for all keys missing, keeping a positive check on all keys. At the bot tom Is a row of hooks for miscellaneous keys. Hero nlso are two extra cylinders for each floor properly set In holes pre pared and marked for them. Should a key bo tost, or taken at any time, the old cylinder Is taken out of the door and one of the extra cylinders put In, and the keys oxchanged on two hooka and all Identity of that cylinder Is lost, as It Is tmponslblo to say When or where that cylinder wilt be used again. The' toilets on every other floor are locked and all office keys fit the toilets. Bomrthliia New In Phone System. Tho intercommunicating 'phone system Is advantageously used in this building. A house telephone system connects to all department's, and a 'phone in the cor fldor of each floor. The push buttons are on a separata circuit, and any push but ton wllr ring five bells located at differ ent portions of the building. Each head of department has a call, and the man fessor In the University of Texas. She I was born In tho city of Austin, Her family and the Burlesons huvo long been intimate frfends. Her great-grandfather was W. I'. Du Val, territorial governor of Florida in Jackson's time. Mrs.' Houston is Interested In studies relating td sociology. She has three children, Franklin, 18 years of age; Helen, t years old, and Lawrence, a baby ot 10 weeks. After the Inauguration she went back to her children In SL lxuls, but she means to take a house In Washing ton in tho fall. The wife of tho new secretary of com merce, Mrs. William Cox Redflold, was Elslo Fuller, daughter of Humphrey R. Fuller of Brooklyn, a banker. Born In New Jersey, sho wus married In 188S and has spent most ot her life In New York. Shu haa two children, Mrs. Charles K. Drury, who lives in Montreal, and Hum phrey Fuller Redflold, a freshman at Amherst college. Mrs. Redfleld Is a very stttmg advo cate of woniun'a rights. She Is bringing her furnlturv from her home In Brooklyn to Install It In ah upurtment In the High lands hotel. .Mrs, William Bauchop Wilson, wire ot the first labor secretary to tnko a seat In tho cabinet, has nine children and de votes her time to taking cure of them. During the six years ot her husband's service In congress she stayed ut her home in Blossburg, Pa., while her eldest daughter, Agnes, looked after her father In Washington, Like her husband, Mrs. Wilson Is ot Scotch birth. She und he played, together as children on the banks of the Clyde before their people emigrated to this country- Her name was Agnes Hart Williamson and her father came to the United States In 1872, settling at Arnot, Pa.-Phlladelphla North American, Persistent Advertising U Bltf Return the Road to THREE CATCH STOPS ager or any of Ms assistants can lis reaohed over this 'phone within a minute. In addition to this by a clever scheme of wiring this bell system is connected to the belt 'phone in the manager's office and at night a switch Is thrown over which connects an extension 'phone In the combination freight and passenger elevator and at the same time throws into service a connection which will ring; alt the house 'phone bells, so that should the manager or any tenant .-want to reach the night watchman at any time during1 the night, by calling over the 'phone In the regular way the night watchman, no matter where he may be in the building, could hear the house hells and would lm- mediately go to the telephone In the ele vator and answer the call. This car, be ing used by the night watchman, is al ways on the floor in which he is making his, rounds. Another feature is added to the house 'phone system, and that is that a lock cylinder is placed outside the front door of the building where a push button would be set, and all office keys will fit this cylinder, whloh la connected elec trically with the bells on the house 'phono system, so that should a tenant want to get in after the building Is locked up he simply Inserts hie office key in this cylinder and turns the cylinder, which action rlnis all the bells on the houao 'phone system, and the watchman, no matter where he is, hears the signal and Immediately lets the tenant In. Bomo manager seem to think this system of phon service would be abused, but It has not proved so, and haa been a area success in operating the building. Thoroughness In Record Keeytsst A slip oard system Is used to keep a record of the tenants and Information concerning them. All communications be, tween departments are made on pads la duplicate, tho original goes to the depart ment to receive the order, tho copy goes to the manager's office, and la held her in a "tlokter" system until the original -( is sent book with a notation that the ois dor has been filled or reason for not do j lng so. No verbal orders are given. AUj orders .for new work must b appro vd Requisitions for material are all handled In this way and notifies eaoh department when his material has been ordered, and of whom. CALDRON THAT BREW STORMS Popular Errors Ilesardlnv Thela , Orlirln and the Conr They Panne, The ocourrence of a destructive storm in America has once more caused people on this side of the Atlantic to be alarmed, over the prospect, or, rather, the sup posed prospect, of the storm ravaging the British Isles. This Is a survival of a very popular error which was started whea the modern method of studying tho weather was in its Infancy. It Is, ot course, welt known to meteori ologlsts that atmosperlo disturbances may 'travel thousands of miles; in fact, one has been traced from the Philippine Islands and Japan across the north Pa cific, North America, and the north At- i lantlo to the Baltic. But these cyclonlo systems are not constant in their ba havlor. It seems to be the general rule that con tlental storms lose their energy on passing out to see, while storms which are devel- ' oped over tho water, near a coast lino, become more energetic after they arrive) over the land. Some of the worst guiles whloh afflict western Europe ar generated off the Irish coast or on the Bay ot Biscay. Tho storms which visit the Inland states of America either collapse before they reach the Atlantic, or they undergo complete modification after arriving over the ocean, thus dif fering In an Important manner from sea generated storms, such as West India, hurricanes, which maintain their activity as they sweep round from the tropica alog the West Indies and the American coast and reach the northern part of the Atlantic, carrying gales to western Eu rope or to Iceland and the Arctic Pall Mall Gazette. Perslsteht Advertising Is Big Returns, the Road to. -4