But although the letter-writing section of psychological advertisers gives me keen pleasure, they also give me some anxiety. It seems to me that they waste a good deal of good effort. The reason for this failure to conserve, lies, I think, in the lack of an ingredient that would fuse all of this experimental psychology and engaging personality into a practical working whole. And by "working" I mean money getting: for of course advertisers have their reason for being, in the persuading of somebody to buy something, or to subscribe to something. The ingredient which I miss is businesslike accuracy. Of course I realize that these are merely form-letters, that the mailing list is compiled from any available source. But the advertisers wish each person who receives a letter to feel that it was written for him or her personally, and they take a great deal of trouble to perfect the atmosphere. It is not artistic, or professional, therefore, to destroy the illusion by the address or the opening sentence. It was a disgusted gentleman who received a letter which began thus: "Dr. John Doe Professor of Latin University of Utopia Dear Sir: A friend of yours--she prefers that we should not use her name--tells us that you are the best dressed woman in your city. Our new line of evening frocks...." And women often receive letters such as the following: "Miss Margaret Roe, etc., etc. Dear Madam: As a man who knows a good pipe from a bad one, will you grant us an opportunity to show you...." Undoubtedly these charming highly imaginative specialists in advertising give great pleasure. But when business houses month after month send advertising letters which set forth the glories of something glaringly impossible of enjoyment by the person to whom the letter is addressed, then that person is likely to reflect that squandered postage, and inefficient management, must be paid for in the price or quality of the thing advertised. The literary value of a personal form-letter is not affected, however, by the question of practical usefulness. Nothing could lessen my pleasure in a recent letter that shows me how I may realize the "chummy comradeship of Emerson's nature poems," and the "dainty art of Shelley and Keats." The writer also tells me that he knows what my principal problem is. And the opening sentence of the same letter seems to explain why I enjoy all advertisements: "To that 'marvellous interestingness of life' which Arnold Bennett says literature reflects, is due the fundamental liking for good reading of some kind...." _The Curse of Fall Elections_ We have received the usual number of exhortations to do our duty in preparing for the fall elections. Thank you. We will do the best we can, but on account of the war we are already late in getting into the country for the summer, and our doctor orders us away as soon as we can go.