These remarks about newspaper advertising are, to a great extent, applicable also to the dressing of windows and the display of goods inside the shop. In both cases a moderate amount of foresight in the matter of weather will result in placing before the customer the right goods at the right time. One of the minor ways in which the merchant can turn the science of meteorology to advantage consists of using meteorological instruments and the official weather forecasts and bulletins for the purpose of attracting attention to his windows or to his stock-in-trade. The drug-store thermometer is the illustration of this process that comes first to one’s mind. There is no reason why, with the progress of civilization, this celebrated instrument should not be made a trustworthy index of temperature as well as an effective advertisement. In continental Europe weather instruments are displayed along with miscellaneous advertising matter in many of the street “weather columns” (_Wettersäulen_), which furnished the idea of the meteorological kiosks installed by the Weather Bureau in American cities. One of the most important branches of commercial meteorology relates to the effects of weather upon transportation. This is a many-sided subject. In the first place, the railway and steamship companies, and other concerns engaged in the transport of goods and passengers have their manifold weather problems, among which one may mention, at random, that of dealing with the snow blockades of railways, precautions against the skidding of taxicabs in wet weather, the avoidance of iceberg-infested routes at sea, and the selection of climatically favorable sites for aerodromes. The shipper has a somewhat different, but overlapping set of weather problems.