(Image 1) Publicity Bureau U.S. Army Recruiting Service Campaign Bulletin 461 Eight Avenue NEW YORK, JUNE, 1919 "CO-OPERATION MEANS SUCC[page torn] "SELLING" THE U.S. ARMY to the Young Men of America PLAN Memo to Recruiting Officer-Read Carefully-IMPORTANT! WAR DEPARTMENT The ADJUTANT GENERAL'S OFFICE WASHINGTON IN REPLY REFER TO June 6, 1919 From: The Adjutant General of the Army. To: Recruiting Officers Subject: Advertising for the Purpose of Stimulating Recruiting. 1. It has been decided to make use of advertising handled in a professional manner to supplement your recruiting efforts. It is desired that you follow as closely as possible the plain of campaign as outlines, realizing that its success depends very largely on your efforts exerted locally and upon close co-operation with the Publicity Bureau, United States Army, Recruiting Service. 2. It is believed possible to make service in the Army so attractive that men will seek it. The peace-time army should include as many young men as possible between 18 and 21 years of age. Men of the right type can best be appealed to through pointing out the opportunities for self-improvement which the Army offers and which will lead to honorable discharge with such training as will insure success in industry. 3. The Secretary of War has said in a recent article published in The Saturday Evening Post: "An army in peace time should not be a thing apart, alienated from the common interests of men, but should be a part of the life of the nation. The boy who in the future goes into the Army should, to his people at home, be a boy who has gone to school, and who after graduation will return with added capacities for civilian usefulness." P.C. HARRIS, Major General, U.S.A., The Adjutant General of the Army. 1. The War Department has authorized an extensive advertising effort in newspapers as the backbone of a great Recruiting Sales Campaign to help the Recruiting Officers at the 56 principal stations in the country, with each Recruiting Officer acting as local Sales Director. 2. The Object of this plain is to obtain, first, more enlistments; second, the best possible types of ambitious, patriotic and clean-minded young men for the service. 3. With this end in view, a Co-operative Plan has been established and is presented to Recruiting Officers and Newspaper Publishers in this Plan Book. Previous to sending out this book, advance announcements of the plan have been made, so that the general principles are understood. This book presents the plan in concrete form. 4. Method-Newspaper advertising is the backbone of this plan, because it offers the fastest and most powerful method of putting over the selling message which we desire to impress upon the public consciousness. It gives speed and size, emphasis of display, and reaches everyone who can read English. Remember, we use all the newspapers in the city where your main station is located. Newspaper advertising gives you the following advantages: (a) By creating a favorable impression, it sends men to you with the proposition already half sold to them, and consequently your men have only to answer a few questions and a little persuasion is all that is necessary to sign them up. (b) Not only does the display advertising bring you many inquiries, but the publicity secured through the editorial and reading columns of the newspapers is of tremendous value. You must bear in mind that if the newspaper publishers make up their minds that a proposition ought to go over, THEY CAN AND WILL PUT IT OVER. This campaign is something new in newspaperdom, and will be watched with interest by the publishers, for if it is successful it may mean other large governmental advertising in the future. So it is reasonable to suppose you will have the willing support of the newspapers. (c)The advertising and publicity will impress not only the young men you are after, but will sell to the general public the idea of the United States Army as a great, broad, beneficial public institution to which all clean, healthy, ambitious men from 18 to 40 are welcome, and this in turn will react favorably upon the Army and its personnel. 5. Newspaper Reporters-In a letter sent out in advance of this Plan Book, we advised you to request publishers of newspapers to have their reporters call on you regularly every day. It is important that you maintain friendly, agreeable relations with the newspaper men. The simplest way is to be considerate of their time and always have news matter ready that makes their call worthwhile. 6. Regard the reporter as a business man whose time is valuable. Do not keep him waiting. 7. Give him live news matter concerning the happenings at your station since you last saw him; how many recruits you have signed up; how the campaign is going; names and addresses already written out and particulars. Remember, the reporter wants news! People like to see their names in the paper. Tell the reporter about the remarkable physical test passed by Jamesy Burke, and he will make a story of it that Jamesy's mother will show to all her neighbors. That helps the paper's circulation and popularity. Tell the reporter about the big farmer from out Squeedunk way who stood six feet four and asked for a job as First Lieutenant to start. Make notes of the little incidents during the day, and have your men do the same. Then the reporters will be glad to call on your, because they know they can get stories the paper can publish. 8. Public Meetings-In arranging for public meetings you can save yourself a lot of bother if you get someone else to do it for you. Then you can co-operate. The Secretary of the Chamber of Commerce or Board of Trade is a good man to go to. The newspaper advertising manager will tell you others. Get several public-spirited men or women-women are great enthusiasts-to form a committee to handle such details. The Best form for these meetings is to take that of "Welcome Home Meetings," which have a much more popular appeal than purely "Recruiting Meetings" and should undoubtedly draw far larger crowds. In other words, let them be designed to express the appreciation of the work the Army has done. The committee which you persuade the public-spirited citizens to form might very well form the basis for a local "Army Appreciation Association." Of course its organization would be highly informal and impromptu. But the very nature of it and the fact that it must be done speedily is an added incentive for the committee to work with promptness and enthusiasm. It is a very easy transition from the subject, "What the boys have done for the Army and the Country" to "What the Army has done for the boys, and what it will continue to do." Secretary Baker's Saturday Evening Post article, May 31, from which excerpts are quoted on another page, very well (Continued on page 2) (Image 2) [page torn]ATIVE RECRUITING CAMPAIGN - - - PUBLICITY BUREAU, U. S. ARMY RECRUITING SERVICE Window Displays is an Important Part of the Campaign. Canvass the Leading Local Merchants. If They are Patriotic They Will Help All They Can The accompanying photographs show several ways in which effective window [page torn]ys can be used. These will tie up with the newspaper advertising and mul- [page torn] the value of the entire campaign locally. There is probably no local store which will not make an effort to assist in this. [page torn]ee the display men personally-they will be glad of an opportunity to help! These windows are very simple to construct. The arrangements shown are intended only as a basic idea. Many novel and striking ways of putting the message over will suggest themselves, and these photographs will help them to plan more easily. Rifles and ordnance as well as banners can be obtained from local armories or from veterans. You can assist in supplying these to the stores that volunteer to help. Other cards say: "Select your favorite branch of the service." "Military life is outdoor life. It inculcates self-control, quick thinking, alertness, regularity, exactness and bodily fitness." To the left are a machine-gun, automatic rifle and other equipment. At the right side is a chair and table on which a card invites: "Join the University in Khaki: Earn while you Learn." On the table are text-books and a card, "Uncle Sam offers everything from a common school education up to university training." Text-books also stand on the floor and war relics are ranged in the foreground. Illustration Number One This display features the Guarding the Flag advertisement. The American flag is the main feature in the center of the picture. In front is a machine gun turned toward the street. At the left of the gun a showcard reads, "Why Guarding the Flag is the world's finest business." From this card a dotted strip extends across to the full-page advertisement mounted on cardboard. Other cards say, "If you are the right kind of chap Uncle Sam wants you; Select your favorite branch of service; Choose the country you wish to see; Good pay, enjoyable, inspiring work; Recreation and man-building; Free training in a skilled trade." In the corners are the A. E. F. photographic sheets. There is military equipment arranged about the floor, with shields and crepe paper flags in the background. Illustration Number Two This shows a display arranged by one department store. A "Men Wanted" banner loaned by the Recruiting Station serves as a center-piece. In front of the banner is a stack of rifles, with shells at the sides and various pieces of military equipment arranged on the floor. On the background are flags and posters. Circles of cardboard supported by shirt easels hold photographs of army scenes. Other photographs complete the display. This window was created and photographed by the United States Army Recruiting Officer for the Portland (Me.) district. Illustration Number Three This shows a large window suitable for a large department store. The background consists of a map of the world, with arrows pointing to Germany and France, Alaska, the Philippines, China, Hawaii, Panama, and Siberia. A 12 x 18 card is inscribed: "Choose the Country You Wish to See." Am American flag, with eagles and shields cut from crepe paper and mounted on the cardboard, is in the back. The centerpiece is the recruiting card, "Here is Your Chance to See France," etc. At each side is a sheet of photographic army scenes. Your Local Merchants will Gladly Use One of These Displays (Continued from page 1) expresses the ideal of a peace-time army and the speakers at your meeting can take their texts from what he says. 9. These meetings should be held out of doors in a public square or park, where there is a stage or bandstand. The committee should arrange for volunteer instrumental music, anything from a cornet solo up to a 40-piece band, and patriotic singing by the crowd. Have one or two vocal solos by good local talent. Two or three speakers should be obtained. One of these should be a clergyman with a reputation for convincing oratory. A congressman or mayor is a good drawing card. And best of all, one or two doughboys who have decided to re-enlist. If you can get a soldier who has seen over-seas service to speak ten minutes and tell the boys that army life is a good life, by all means do so. 10. Work with your newspapers so that the public hears a lot about the meetings beforehand and reads a full account of it afterwards. 11. Have your Recruiting Booth close by the speakers' stand. 12. Display plenty of proofs of the newspaper advertisements and posters in the vicinity of the meeting. 13. Window Displays-The announcement of this campaign, which was mailed you on June 5th, cautioned you to prepare in advance such material as you could obtain that would be appropriate for window displays. No matter where you are stationed, there can be found returned soldiers with souvenirs of the war in their possession. The newspapers will help you locate these men. You can borrow these souvenirs, to be returned later. 14. The window display should be educative and inspiring in character, but the war interest should be held back. The fighting is over and peace is here, so play up the peace-time army. Make your windows say, "physical and mental fitness, self-control, vocational training, new scenes and peoples, fellowship and patriotism." 15, The head window trimmer of a good department store ought to be willing to help you with ideas for window trims. Take this sheet to him and let him read over it and make suggestions. 16. Now every storekeeper knows that anything which attracts attention to his window means business for his store. A gas-mask, a battered helmet, a German officer's pistol, or some souvenir that will make people pause and stare, can be placed in the window with the merchant's goods as an eye-catcher. Along with it, put in a placard, poster or newspaper proof. This plan does not involve the giving up of the whole window to you, and if you can get these small exhibits in enough windows you will really get more publicity than as if you merely have one or two completely dressed windows only. 17. In this matter of window displays, your newspapers are again your best allies. The newspaper solicitor knows which merchants have liberal ideas, which ones are good advertisers, which ones are public-spirited. He will gladly drop you valuable hints along these lines. It is even possible that he will call with you at certain stores and introduce you to the proper person to help you. 18. Proofs and Posters-Public buildings and schools, clubs and lodge-rooms, fraternity houses, churches, Y.M.C.A.'s, K. of C.'s and other organizations, civic societies and-most important of all-armories, have bulletin boards outside and inside where announcements are tacked up. Get enough extra copies of the advertisements from the newspapers to have one tacked up in every such place. 19. Many stores that do not give you window displays will permit these proofs to be hung up in their windows or inside the store. 20. Appropriate and accessibly places for putting up these proofs will be found on every hand if you are watching for them. 21. You are requested to make a list of all such postings and forward the same to t his Bureau at the conclusion of the campaign. 22. Reports-You are requested to clip and send to the U.S. Army Publicity Bureau Recruiting Service all advertisements and all news items appearing in local newspapers which have a bearing on this campaign or form a part of it. The Bureau is desirous of having a complete record for each of the fifty-six recruiting centers, so that the exact manner in which all details of the campaign were handled may be known and communicated to the War Department or to individuals responsible for the carrying out of the plan. 23. You are also requested to report to this Bureau the number of applicants who call at your office each day in response to the advertising. It will then be possible to check up and ascertain accurately the average cost of obtaining recruits by this methods. 24. If each recruiting officer gives us a full share of co-operation, and if the newspapers lend the tremendous assistance which their prestige makes it possible for them to do, the promoters of this Plan are confident of its absolute and conclusive success. J.T. CONRAD, Colonel, F.A., U.S.A., Chief, Publicity Bureau, U.S. Army Recruiting Service. (Image 3) PLAN OF CO-OPERATIVE RECRUITING CAMPAIGN - - - PUBLICITY BUREAU, U.S. ARMY R[page torn] EDITORIAL Editorial No. 1 - for Immediate Release The Young Man's Opportunity The United States Army-in the advertisement which appears in this issue-makes the following offer to young men, without dependents,-who are physically fit, of good character and between the ages of 19 and 40: Free-Education " - Food " - Training in elective trades " - Lodging " - Clothing " - Dental Treatment " - Medical Attention " - Physical Training " - Entertainment " - Travel-opportunities to see the world And, in addition, pay ranging from $30.00 a month upwards; the cheapest insurance in the world; banking facilities conducive to saving; a diploma, in the form of an honorable discharge, that, once gained, should prove an open sesame to success in life for any young man fortunate enough to possess it. Never-surely-did opportunity-real opportunity-present itself to able and ambitious youth-whether rich or poor-in more definite form. To realize fully how large an opportunity it really is both time and serious thought are needed. On the one hand, it is an amazing piece of constructive, practical, uplift effort, certain to benefit thousands of worthy young men, yearly; on the other hand, it is a practical and satisfying solution of the problem: "What is our future peace-time army to be?" Irrespective of the size of that army, yet with due regard to that and other equally serious considerations affective it, we believe that in offering such a program of training the Army has definitely answered that question. Nothing it could have done, certainly could more effectively tally with the civilian's conception of what the peace-time army of a republic should be. And nothing could more effectively dispel popular misconception of what our peace-time army has been in the past or popular apprehension of what, in the future, in might come to be. Lastly, nothing ever could have perpetuated more nobly the standards and achievements of our great national army during the gigantic struggle so recently ended. On those counts, alone, if on no others, we should accord it to our heartiest commendation. What interests us most, however, in this day and hour, is opportunity-especially the young man's opportunity. And in the educational and vocational training features of the Army's offer we see tremendous possibilities. What that offer amounts to, in reality, is the equivalent - and more than that - of courses of practical training, unattainable (in so far as we know ) in any institution, public or private, having scholarship requirements less than those maintained by High or Manual Training Schools. Moreover, it is training at which students are actually to be paid while learning-good pay at that. Considering, carefully, the cost of food and lodging, medical and dental care, clothing, entertainment, etc., in these days of high-living costs, we are moved to state emphatically that $30.00 clear each month, as pay, is mighty good. Any young man, unable to save or send money home under such circumstances, cannot be the kind of man for whom the Army is obviously looking. In our opinion, not only our young men themselves, but their parents, will do well to consider the Army's offer carefully. Editorial No. 2 - to Follow No. 1 "Trade-Marked" Soldiers One lesson of the War has evidently been well learned. The Army has learned the power of advertising. Moreover, it has decided to make use of that power in the near future. Representative advertising agencies of the country have been called upon for bids covering the expenditure of approximately Two Hundred Thousand ($200,000.00) Dollars for display advertising within the next thirty days. Large "copy" will be used in all the daily newspapers in cities where main recruiting stations are established and in at least one magazine of large circulation. The "copy" to be used, it is understood, will aim merely to stimulate interest in the Peace Army's recruiting program. Cartoons An Opportunity - And An Education Courtesy New York American Courtesy of Marcus, of The New York Times "PUT ME DOWN FOR THIS PERSONALLY CONDUCTED TOUR, TOO, UNCLE!" EDIT[page torn] "Trade-Marked[page torn] Continued from First[page torn] The Army desires only to presen[page torn] of enlistment at this time to all ambit[page torn] and to the public generally; in short, t[page torn] interest in what it has to "sell." All of which is not only very interest[page torn] great significance. Times have indeed changed when a nat[page torn] tution of his characters decides that business[page torn] are necessary to successful dealings with the[page torn] public. And such a change unquestionably augurs we[page torn] the future-the future of the Army certainly. The "trade-marked," advertised article is generally recognized in America today as the article which has solid worth behind it. It has to be all it is advertised to be, otherwise it won't stand advertising. If enlistment in the new Peace Army is indeed a distinct opportunity for the ambitious young man of today, certainly that fact should be advertised. And if the peace-time soldier of the future is to be the type of man the country wants him to be, certainly the Army need not fear advertising that fact. A "trade-marked" soldier-as valuable to the state as to the nation, as valuable to himself as to either, as constructive in peace as destructive in war, and as thoroughly guaranteed as to ability and calibre as any other product upon which the Government now puts its stamp of value-that indeed is an article worthy of national advertisement. Advertising has done much for the nation during the decade past; actually it has accomplished marvels. Nothing it has accomplished thus far is to be regarded as more potential of good than the lesson it has apparently taught the Army. Editorial No. 3 - to Follow No. 2 Nothing Is Too Good for the Soldier The War has taught the big American public that nothing is too good for a soldier. In the heart of the public there is the deepest appreciation of what the soldier has done for America, not only in beating Germany, but in crystalizing the patriotic consciousness of all classes of people. The uniform of Uncle Sam is a social certificate. In any place where American soldiers are found-public meeting places, ships, trains, in hotels, on the streets- they are found to be uniformly courteous, dignified and self-respecting. In other words, the morale of the Army is not only a fighting morale, it is a social and ethical morale. It seems as if the man who dons the uniform instinctively squares his shoulders, lifts his chin and looks everyone straight in the eye. He immediately realizes that he has the whole United States Government behind him, and becomes personally responsible for the upholding of its prestige and dignity. The attitude of the Government and of the War Department toward the soldier is calculated to justify this state of mind. Uncle Sam is making the business of the soldier a preparatory period in the young man's life during which he is making ready for a successful civilian career. First, his health is looked after, because the healthy man has a firm physical foundation on which to build success. Next, it provides opportunities for the soldier to educate himself in some useful, necessary occupation or trade, and this training is the business asset from which he gains his start in the industry. Thousands of people will read the recruiting advertisements who have no intention of enlisting. Men too young or too old, fathers, mothers, children, everyone, in fact, will learn something of value when they comprehend the "message" conveyed through the advertising columns of hundreds of newspapers. The popular idea of a soldier as a man who enlists, drills, fights if need be, and then obtains his discharge will give way to the knowledge that the peace-time soldier of Uncle Sam is a student in a great university for man-building. It is a good thing for the Army to have the public informed in this respect. It is a great thing for the public to be so informed. When the man in the street says, "We have the finest Army in the world," he will mean a great deal more than the mere fact that we have a well organized body of fighting men to defend us. He will mean that we have an army made up of the choicest manhood, and that thsi manhood is in the process of constant development. Nothing is too good for the soldier-and this means not only food, clothing, lodging and entertainment, but ideals and standards. The wearer of Uncle Sam's uniform is the object of universal respect not alone because of what he does, but because of what he is. Mats of these cartoons furnished free to newspapers on request by letter or wire All Editorials and Reading Notices on pages 7 and 8 are released to newspapers (Image 4) [page torn]ATIVE RECRUITING CAMPAIGN - - - PUBLICITY BUREAU, A. S. ARMY RECRUITING SERVICE [page torn]ORIAL For Immediate Release [page torn]a's Peace-Time Army As Written About By NEWTON D. BAKER Secretary of War [page torn]owing are excerpts from Secretary Baker's article "A [page torn]rmanent Military Policy for the United States," in The [page torn]aturday Evening Post, May 31, 1919.-By Courtesy of The Saturday Evening Post [page torn] then the Army is to be made up by voluntrering there is only one way to secure the necessary number, and that is to make service in the Army so attractive that men will seek it. There is again a choice of methods. One is increase of pay with emoluments, and the other is the presentation of opportunity which will appeal to young men as educational opportunity appeals to them. By the first of these suggested alternatives the Army would be brought into competition with industry on the basis of pay purely as a commercial or industrial proposition. Service would be regarded as "work," enlistment as a "job" and the whole spirit of doing something for American would be absent. The second plan, however, presents possibilities of the most inviting kind. The peacetime Army should in fact be made up of young men from eighteen to twenty-one years of age. Their period of enlistment should probably be for three years, and enlistment ought to be limited to the years eighteen and nineteen so that the termination of the three-year period would come at the ages of twenty-one and twenty-two. How to Make the Army Attractive To make three years in the Army attractive to men of the right type from eighteen to twenty-one it is entirely clear that the three years must be filled with opportunities for self-improvement and lead to graduation with such training as will insure success in industry of occupations to the men who have deferred apprenticeship for service, No sum of money which the Government could give its soldiers would be worth so much to them as a trade; nor in the long run would any sum of money prove attractive in securing men for the Army, as compared with such educational facilities as would develop the special aptitudes of the men into usable and salable trade or commercial skill, or preparation for further study. The great camps, therefore, in addition to being places for military instruction should have elaborate trade and other schools. It would seem too clear for controversy that regularity of life and habits, ordered co-operation, and the creation of strong community ideals among young men associated in military training are national and personal assets of the highest value. For the most part, instead of studying mountains, rivers and highways, the modern war college will study electricity, chemistry and physics, and its maps will be charts of the industrial establishments of the nation suitable for production at the highest speed of vast quantities of intricate and novel devices. Sound-ranging devices, anti-submarine protection and gas warfare are apt illustrations of the essential characteristics of modern combat. That there must be obedience, subordination and discipline goes without saying, but these virtues in a modern army must rest upon comprehension and intelligent consent. An army in peacetimes should not be a thing apart, alienated from the common interests of men, but should be a part of the life of the nation. The boy who in the future goes into the Army should, to his people at home, be a boy who has gone to school, and who after graduation will return with added capacities for civilian usefulness. Physical and Moral Health The physical and moral health of the Army must be an object of first concern. The permanent Army should therefore be encouraged to develop all the advantages which our experience has shown us to lie in sound recreational and social activities, and it should constantly be borne in mind that these activities should be of such character as to be understood and adopted by the citizen body which the emergency calls in, to the end that when the call comes the whole array will moves with the sympathy of community sentiment and with as little break as possible in the influences which at home have sustained the wholesomeness and healthfulness of the soldier. The army of democracy is the democracy in arms. The necessary nucleus for the mobilization of the democratic army must be merely a miniature of the large thing which in the emergency is to spring into being for the defense of its ideals. The policy above suggested has those thoughts in mind as being essential to national success should emergency arise; it has, however, the incidental advantage of making useful such permanent military establishment as we must maintain, useful not merely as a military safeguard but as an educational asset to the nation, and a source of profit and advantage to those who are chosen or who volunteer for the patriotic service of the peacetime establishment. Reading Notice No. 1 Novel Advertising Campaign SHOES and shirts and collar buttons have been sold through the power of advertising, but now along comes the United States Army with a big advertising campaign for recruits. Full pages in leading newspapers in fifty-six cities will be used "selling" to ambitious young men the advantages of a soldier's life. It must be admitted that these advantages are many, and that a well-planned advertising effort may well acquaint millions of people with the fact that the Army is a training school of extraordinary value. This training is not only military, but highly educational. Vocational study and practice form one of its most important elements. There are thirteen branches of military service open to recruits and the applicant for enlistment may make his choice among them. Furthermore, the opportunity to serve in foreign lands makes enlistment a ready solution for the ambitious young fellow with a desire to see the world. Forces are maintained by the Government in the Philippines, China, Alaska, Siberia, Panama, and, of course, in the occupied areas of Germany. 50,000 men are wanted at once for service with the Army of Occupation of the America Expeditionary Forces, and this gives many an adventurous youth the chance he was dreaming of up to the signing of the armistice. Army life, to be sure, is no bed of roses, but it is above all wholesome, safeguarded to a far greater degree than many walks of civil life, and well calculated to build stamina, both moral and physical. And it is financially profitable. The soldier does not have to worry about his bills for necessaries. He is provided with excellent food, clothing of first-rate quality, and comfortable living quarters. He receives free medical and dental attention. The average young man's pay in civil life is higher than in the Army, but out of it he must support himself. The lowest rate of pay in the Army is thirty dollars a month, and it is practically all "velvet." The soldier at the end of his enlistment finds himself equipped with a skilled trade and may well have a considerable amount of cash laid by from saved earnings if he has grasped his opportunity to "Earn While He Learns." For Immediate Release ROOKY BILL A FORECAST Bill Brown could never save a cent, his pay came in and out it went the self-same day that he was paid; a nest egg Bill had never laid. For suits and overcoats and sox and grub he parted with his rocks, lived in a hall-room, two by twice, in winter cold as Greenland’s ice, in summer hot as Tophet’s clime. Poor Bill, he had a mournful time. Bill longed to learn a useful trade by which much money could be made, to turn a motor inside out and put its mysteries to rout, to pull it gaily limb from limb and put it back, all true and trim. But gawky William had no skill and worked for wages almost nil, toiling by day with main and might and studying in school at night. “This is a dawg’s life,” Willy said, “I’d almost just as lief be dead.” One day while loitering in the street, his roving optic chanced to meet a sign which told him, there and then, his Uncle Sam’l wanted men. The sight made his ambition burn, the words, “Enlist and learn and earn,” filled his discouraged heart with hope. “By gosh!” said William, “that’s the dope!” He crossed the street without delay and signed up with the U. S. A., then on a transport, overseas, with other “rooks” he hit the breeze. Soon Rooky Bill forgot his woe, he learned what makes the motor go, what makes it stop when worn or ailing and how to remedy its failing. A motor expert he became, a master of the auto game, and when enlistment time expired, at handsome wages he was hired. Meanwhile he got his living free, good food and clothes, new lands to see, fresh outdoor air and many a friend—and liberal monthly pay to spend. But did he spend it all? Not so! He soaked it in the bank to grow! But Army life did more for Bill; his hollow ribs began to fill, his back grew straight, his chest expanded, he was a husky when he landed home on his native soil again, a man respected among men. His chin held high, his eye serene, for life and work Bill Brown was keen. “The world’s my oyster,” chuckled he. “The Army’s made a man o’ me.” Reading Notice No. 2 Opportunity’s Second Knock THEY say Opportunity knocks only once at each man’s door, but Uncle Sam’s call for recruits, now widely advertised, proves that even so time-worn a rule has its exceptions. Thousands of the men drafted previously to the armistice were never called, and this proved a heavy disappointment to many a youth who dreamed exultingly of active service. Now it appears that these disappointed ones may still have a chance to go overseas and serve with the A. E. F. The War Department has called for a first contingent of 50,000 for immediate service in France and on the Rhine. In addition, men are being enlisted for foreign service in many other parts of the world where the American flag must be guarded. It used to be said, “the sun never sets on British territory.” This is equally true today of our own Stars and Stripes. In China, Siberia, Hawaii, Panama and the Philippines Uncle Sam maintains standing forces, and men may enlist now for service in any of these lands. Military service includes much besides drill and guard duty. Those are only incidents. The United States Army has become the greatest of educational institutions, and the recruit is given opportunity not only to be a soldier, but to be a student. He may study almost any subject, from the three R’s up to courses taught ordinarily in colleges. And he may choose from among nearly a hundred technical skilled trades and receive thorough training. This vocational training is based on each soldier’s natural aptitudes and tastes. If he wishes to become a wireless expert or a master electrician, he can enlist with that in view. He may become a cook or a carpenter, an airplane mechanic or surveyor. These are only a few of the many trades in which training is given. And as he learns, he is maintained at Uncle Sam’s expense and paid excellent wages, most of which he can save, if he wishes, against the day of his return to civil life. EDITORIAL For Immediate Release The Watch on the Rhine By CHARLES HANSON TOWNE Editor of McClure’s Magazine WHY don’t you help Uncle Sam to keep it? He will keep you while you’re helping him. Young man, go East! Your Country needs you. This isn’t a standing army—it’s an outstanding army. It will watch and wait. “They also serve who only stand and wait.” If you join this group of gallant men, you will broaden, mentally and physically. You will see something of the world. You will make new and lasting friendships. You will learn another language. You will have time to study and think. You will be a better man. But best of all, you will be happy in the consciousness that you are serving. You will win promotion if you are of the right stuff—and you are of the right stuff if you help your country when she calls you. You will live in the open. Your muscles, as well as your mind, will develop. You will be given the chance to learn some trade. And all the while your pay will go on. You can save practically every cent of it. How much do you save now? You will enjoy life. New energy will come to you, and your brain will be clear because of the regular, sane hours you keep, while you keep your watch on the Rhine. If you do this for your country, your country will do more for you. Sounds good, doesn’t it? And it is good. It’s the best job you could tackle, young man. Go to it. Keep THE WATCH ON THE RHINE. The Army as a Steady Job By ELSIE JANIS If Mother had only had the forethought to bring me up a regular guy I certainly would consider Uncle Sam’s Army as a good steady job. This war has taught us a lot about armies. Personally I never went in for soldiers before the war and I thought the Army was mostly brass buttons and bull. But now having spent nearly seven months traveling in army cars, eating army food, obeying army orders and falling in love with the entire army, I know better, and I think a lot of the fellows who kicked about things “over there” are going to miss the same things over here. Take for instance, Private.... who hated the routine and regulations. He will find the same routine and regulations when he comes back to trying on shoes for peevish women or adding up figures in books that only tell of the money some one else is making or losing. In the Army he took orders from his superior officers, but he knew that if he made good he might be giving orders in a few months. But as office boy in a Waist Manufacturing Company, what chance has the poor boob got of sneaking up the ladder when the guy who monopolizes the top rung is a regular Potash or Perlmutter whose business it is to grease the rungs and keep expenses down? The pay in the Army is good. The private soldier is admitted to be the “top dog,” because without him there ain’t going to be no war—or Peace! The American Army will always have food even though the cost of living goes so high that St. Peter has to throw it back. The Army will always have a place to sleep even though common millionaires can’t afford a hall bed-room in a New York hotel, and the Army will always be respected because that’s what an army is for— to demand respect and to get it—not to fight for it all the time, but to be ready in case anyone is doubtful. If I were a boy struggling in the whirlpool of wage earners today I would volunteer for the Army of Occupation. I would see France and Germany and maybe Russia. I’m for the Army all the time, and I advise every man I know to get into it—and at the same time be proud to be one of a crowd of regular guys. Reading Notice No. 3 Why They Re-Enlist IT IS reported that of new enlistments in the United States Army the proportion of veterans to raw recruits is about two to one. In other words, despite the rigors of their experience in the hard fighting and toil of the warlike days now past, let us hope, for many years to come, if not forever, the doughboys found army life satisfying, not to say fascinating. When they first land they are naturally anxious to get home to see the folks and take up the old life; and of course the great majority of them drop back into civil life. But this is not true of all. Somehow the life of cities and towns, straight streets and walled houses, palls, and they discover that the soldier’s existence is always interesting. If they were a trifle homesick, they now find a still greater urge in the military “game.” For it is indeed a game, the greatest and finest ever played, and has an irresistible appeal to the sporting blood of the red-blooded American youth. But it is more than a game, it is a great man-building institution. The Army brings out whatever is in the individual of courage, grit and self-respect. In addition, under the prevailing system, it offers tremendous inducements of an educational nature. In the Army the young man may learn and practice almost any skilled trade, and can look forward to the end of his enlistment with confidence. Some of these trades are highly technical, such as various electrical branches, motor mechanics of all types, surveying, construction and the like. The honorably discharged man who has learned his trade in the Army has no difficulty in finding excellently paid employment. Such a man has the equipment for a start in life which many a college graduate might well envy, provided he has made the right use of the opportunity offered. The great urge for many re-enlistments is the sixty-dollar bonus and thirty-day furlough with full pay offered veterans who will sign up for a year of service. An aggressive advertising campaign for recruits is now under way in fifty-six American cities. Reading Notices Released in Order As Numbered