The advertisements of a modern publication have become one of its most important features, as it is the medium by which the manufacturer or distributor and the consumer are brought together. It is a fact that many persons are more interested in the advertisements of a publication than in any other of its features, which is evidenced by the fact that they often read the advertisements first; for it enables one not only to keep abreast with the new developments, but also offers many opportunities for saving in expenses, which is very important in these days of “high cost of living”! We believe in truthfulness in advertising, and, therefore, will not knowingly insert in our columns, false or extremely exaggerated advertisements; nor will we accept the advertisements of clairvoyants, fortune tellers, promoters of questionable oil wells or mining stocks or other get-rich-quick concerns as have fleeced our people in the past. It is our intention to investigate the responsibility and reliability of each advertiser before we accept same for publication. We shall aim to set a standard that if the advertisement appears in this publication, it is reliable; a policy that should produce such a confidence between the advertiser and our readers, as to result in a mutual benefit. These are only a few of the many things we have planned, to give you the best value possible for your subscription money. THE EDITOR. Making up your mind about people—whether you will like them or not—the first instant you meet them, is like reading the end of a book first. You may (though you frequently don’t) secure a fairly accurate impression, but all the thrill of suspense, the gradual unfolding of surmise into certainty, is lost forever. THE AMBITIOUS FROG. In old Aesop’s fable we read of a frog Who burst, like a bubble in air, While trying to show to his friends in the bog The size of an ox who’d been there. And the moral was drawn from the homely old tale That a man should take care what he tries, And plod on through life, on a nice, modest scale, Since only contentment is wise. But my heart goes out to that cocky young frog, Whose life was so recklessly spent; Who burst into bits in the midst of his bog Because on ambition intent. But tho’ he was highly conceited, I know, I’m strong for his courage and gall; For it’s better to burst in attempting to grow Than to have no ambition at all. —Berton Braley in Life. NEWS ITEMS The National Association of Colored Women will hold their biennial meeting at Baltimore, August 6 to 11. * * * * * The National Meeting of Colored Odd Fellows, that is known as the B. M. C., will be held at Washington, September 11 to 16. * * * * *