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WWWnv OF HUNK LDURT 
 AUG 23 1922 
 
The Difference Between 
 DOLLARS and IDEAS 
 
 You have a dollar, 
 
 I have a dollar, 
 
 We swap; 
 
 Now you have my dollar, 
 And I have yours, 
 
 We are no better off. 
 
 You have an idea, 
 
 I have an idea, 
 
 We swap; 
 
 Now you have two ideas, 
 And I have two ideas. 
 
 * * * 
 
 That's the difference. 
 
 \ 
 
 Copyright 1921 
 Calumet Baking Powder Co. 
 

 53 ^.+ 
 % £_\^>c- 
 
 Words of Praise and Good Cheer 
 
 From THE PRESIDENT 
 
 ( CHRISTMAS is the one time in the year when there 
 Ji is more genuine good fellowship and brotherly love 
 than is found on any other occasion. This is so because 
 Christmas is humanity’s official, annual, cheer-up day, 
 every one of us trying to do something to make the other 
 fellow happy. There 
 is no disposition on 
 the part of any of us 
 to be conventional or 
 stand on ceremony. 
 
 The grouches, pessi- 
 mists, cold-footers and 
 all the rest of the joy 
 killers who seem to 
 get their pleasure in 
 life by spreading 
 gloom, have got to go 
 away back and sit 
 down or get in the joy- 
 ous procession of good 
 cheer and be a good 
 fellow and a booster 
 of the brotherly spirit 
 that has always per- 
 meated our big Cal- 
 umet family. 
 
 It makes me happy 
 to note that, more and 
 more with the passing 
 of time, business is 
 becoming human. 
 
 Slowly but surely, 
 business is 'learning 
 that in order to make 
 the greatest progress, 
 the customer must be 
 regarded as a partner. 
 
 The customer must be 
 ^iven the very best in 
 value, top-notch ser- 
 vice, intelligent, 
 hearty co-operation. 
 
 It must all be backed 
 up by a policy of fair 
 dealing that makes it 
 a pleasure for the cus- 
 tomer to come back and buy more. I know that the 
 concern who gives the most in service, good value, co- 
 operation and fairness, gains the most in profit; that 
 the thing that we call our “For the Dealer” policy — 
 produces loyalty in customers, makes them boosters; 
 that recognizing the customer’s interests as our own 
 interests, his success as our own success, is the founda- 
 tion of our real achievement. 
 
 In spite of the great business slump in 1921, CALU- 
 MET swept right ahead. We have done the greatest 
 business in our entire history. Yes — NOT excepting 
 even 1920. At the beginning of the year 
 1921, when practically every concern began 
 the most severe re- 
 trenchment program 
 that they had ever 
 undertaken, we set 
 about to intensify our 
 selling and advertis- 
 ing. Instead of sit- 
 ting back and wait- 
 ing — waiting to see 
 what was going to 
 happen, we took the 
 iniative, put still more 
 efficiency into our 
 methods, and made 
 up our mind to knock 
 all previous selling 
 records to splinters ! 
 
 No salesmen were 
 dismissed. No one’s 
 pay was reduced. 
 Quotas, basen on dis- 
 tribution, were given 
 to each salesman. We 
 realized that extra- 
 ordinary effort was re- 
 quired. Ninety per 
 cent of our salesmen 
 responded to these 
 higher-than-ever 
 quotas; and, through 
 almost super-human 
 salesmanship, a large 
 number of them made 
 selling records which 
 they never dreamed 
 were possible . 1 1 
 
 wasn’t easy. Each 
 man had to put into 
 action every ounce of 
 talent in him. Thus, 
 in closing the year 
 1921, the best year we ever had, it pleases me to see the 
 wonderful fruition of our plans. It proves that our de- 
 cision was founded upon clear thinking, sound judgment 
 and 100 per cent faith in the CALUMET HUNDRED- 
 POINTERS — the greatest sales go-getters in the world ! 
 
 We have sound reason to be merry, on this merriest 
 Christmas ! Here’s to your health, happiness, prosperity ! 
 May this Christmas be the merriest one you ever had. 
 
 For my part, I would rather be the first man among 
 these fellows than the second man in Rome— Shakespeare 
 
 [ 3 ] 
 
Calumet, Past and Present 
 
 A Little Calumet History, By W. M. WRIGHT, Its Founder and President 
 
 Calumet’s Humble Origin — 1889 
 400 Sq. Ft. Floor Space 
 
 I N THE Spring of 
 1889, I launched 
 the Calumet Baking 
 Powder Company in 
 one little upper room 
 on the top floor of a 
 small three-story build- 
 ing that still stands on 
 North State Street just 
 at the North end of the 
 bridge over the Chicago 
 River. This small 
 room, affording little, 
 if any more room than 
 the private office in 
 which I am now seated, 
 served the two-fold 
 purpose of OFFICE 
 My total equip- 
 
 and FACTORY 
 
 ment, which at that time consisted of 
 a little hand mixer, with an extreme- 
 ly small stock of supplies, was hidden 
 away behind the calico curtains 
 stretched across the room. For a 
 desk, I used an empty starch barrel 
 with a board across the top. Alter- 
 nately I worked on the outside get- 
 ting orders, then returning to the 
 little room, rolling up my sleeves and 
 making enough powder to take care 
 of my sales. 
 
 Naturally, I bought materials in 
 very limited quantities. There were 
 two reasons why this was necessary. 
 
 First, my capital was very small and, 
 as yet, I had created no demand for 
 my product; but I was enthusiastic 
 and hopeful because the venture gave 
 me at least a start toward the goal 
 which I set early in life — to some day operate the 
 biggest and best baking powder plant in the world. 
 It also furnished me the opportunity to prove my con- 
 tention that a small quantity of dried white of egg as 
 an ingredient in baking powder would prove of im- 
 mense value in affording a means of protection to the 
 manufacturer, distributor and consumer. 
 
 Like most new enterprises, my efforts were more or 
 less successful. Often it seemed that the “downs” 
 occurred more frequently than the “ups.” 
 
 After eleven months on North State Street, I had 
 interested quite a number of dealers in my product and 
 took larger quarters, moving to the West Side and 
 occupying the top floor of a bank building at the corner 
 of Desplaines Street and West Washington. This 
 
 West Side Quarters — 1900 
 2800 Sq. Ft. Floor Space 
 
 building still stands and serves me as a daily reminder 
 of my early struggles. 
 
 After a little more than three years of varied success, 
 I again moved — this time to Michigan Avenue, occu- 
 pying the whole of a small store building fifty by one 
 hundred, with three floors and basement. My neigh- 
 bors in the same block included Wm. Wrigley, Thomp- 
 son Taylor Spice Co. and Dean Brothers. While 
 located on Michigan Avenue, our first real evidence of 
 permanent prosperity began to be realized. The small 
 territory which I had covered in what was considered 
 in those days “most thoroughly,” although nothing like 
 as intensively as we work now, continued to send in 
 repeat orders and gave Calumet a momentum which 
 again forecasted the need of still larger quarters. 
 
 In 1902 we were able to move into our own plant, 
 erected for us on a long lease. This building was, so 
 far as I know, the first building ever erected for the 
 specific purpose of manufacturing 
 baking powder. At that time I was 
 very proud of our new home. It was 
 a long step toward the fulfillment of 
 my ambition, and even today it 
 ranks above the average baking pow- 
 der plant in this country. It required 
 about ten years for us to outgrow 
 this plant, which at the time we first 
 occupied it, seemed far beyond our 
 requirements. Then for two years 
 more we struggled along under 
 crowded conditions and worked night 
 and day shifts, being oversold prac- 
 tically every month during our last 
 two years at St. Clair and Ohio. 
 During this time, our present big 
 plant was under construction at 
 Fillmore and Karlov Streets, in the 
 new Westcenter industrial zone, and 
 in April, 1914, we moved into our 
 
 present quarters, 
 which have since 
 become nation- 
 ally known as the 
 world’s largest 
 and finest baking 
 powder plant. 
 The total floor 
 space in this 
 plant is 160,000 
 square feet — 400 
 times the 
 amount of floor 
 space afforded by 
 the little North 
 
 North Side Building — 1902 
 
 The historian is a prophet looking backwards — Schlegel 
 
Calumet Baking Powder Plant No. 2 
 East St. Louis, 111. 
 
 must follow when dependent upon outside 
 sources for supplies. The Calumet Chemical 
 Plant, as it is called, will manufacture the highest 
 grade chemicals. Its entire output will be used 
 by us in the manufacture of Calumet Baking 
 Powder. 
 
 Our friends, particularly the wholesale and 
 retail dealers, are invited to visit our plants 
 whenever in Chicago, East St. Louis or Joliet. 
 The latchstring hangs on the outside. We have 
 no intention of forgetting that we are indebted 
 to our distributors to a very large extent, for the 
 phenomenal success which we have made. All 
 along, it has been our aim to pattern our plant, 
 product and policy so as to best serve our custo- 
 mers and we shall spare no effort or pains to 
 further serve Her Majesty The American House- 
 wife. 
 
 State Street storeroom 
 where Calumet first 
 heralded its slogan “Best 
 by Test.” 
 
 Early in 1920 our or- 
 ders became so heavy 
 that it was apparent 
 that we must again ex- 
 pand our facilities for 
 manufacturing Calumet. 
 
 The urgency of this need 
 resulted in Calumet 
 Plant No. 2, located at 
 East St. Louis, increas- 
 ing our production about 
 forty per cent and put- 
 ting us in closer reach of 
 the Southern states which are large users of our 
 product. 
 
 In spite of our well laid plans for preparedness, 
 we were unable to meet the demand for Calumet 
 during 1920. We were particularly handicapped 
 through the difficulty in obtaining sufficient mater- 
 ials of the high grade which we require. Here again, 
 necessity prompted us to what, in my opinion, is 
 the maximum achievement of Calumet’s history — 
 adding an immense material plant covering six 
 acres, with forty-three individual buildings and a 
 total floor space of more than a million feet, 
 located at Joliet (thirty-eight miles south of 
 Chicago) where we are now able to produce our 
 own materials and avoid the vexatious worry that 
 
 The Home of the Calumet Baking Powder Co. 
 Chicago, 111. 
 
 Thus far into the bowels of the land, have we marched on without impediment— Shakespeare. 
 
 [ 5 ] 
 
The Romance of a Great Idea 
 
 Based on an interview by Tom C. Igo 
 Editor of Golden Rule Magazine 
 
 By WARREN WRIGHT, Secretary and Treasurer 
 
 T HE Romance of a Great Idea, is the thought that 
 passed through my mind as I sat in the office of the 
 active head of the world’s largest baking powder man- 
 ufactory while he related with all the pride of his young 
 manhood the biography of his revered father, William 
 M. Wright. 
 
 He told me with genu- 
 ine warmth and feeling, 
 as only a good son could, 
 how the $5,000,000 “Best 
 by Test” baking powder 
 company had been born 
 in the mind of his father, 
 way back as far as 1888, 
 more than thirty-three 
 years ago. 
 
 Back we went into the 
 yesterdays of his institu- 
 tion, back to the days 
 when the Chicago plant, 
 not to mention the new 
 $1,000,000 one in Joliet, 
 and another in St. Louis, 
 was but an idea in the 
 alert mind of a man who 
 had faith that the great 
 American public would 
 respond if he could but 
 give them a baking pow- 
 der a little better than 
 they were getting, and at 
 a lower price. 
 
 With that faith in the 
 consuming populace, sup- 
 plemented by a belief in 
 his ability to produce 
 such a product, he re- 
 signed his high salaried 
 position with a concern of 
 which he later became a 
 competitor and which ex- 
 ercised every means 
 within their power to put 
 him out of business, and founded the mammoth insti- 
 tution of which he is now president. 
 
 This institution is truly a monument to the for- 
 bearance, long-suffering, and persistency of a man with 
 an idea and faith in his ability to accomplish what he 
 set out to do. 
 
 I pulled my chair a little closer as Mr. Warren 
 Wright portrayed those early days when money was 
 scarce and the older Wright was using an old sugar 
 barrel for a desk, making a few pounds of baking pow- 
 der one day and marketing it the next. 
 
 If there was ever an example of self-denial and 
 deprivation and a man who paid the highest price for 
 
 success, that example is to be found in the biography 
 of William Wright and in the Romance of his Great 
 Idea. 
 
 It is doubtful if any of the young men of this day 
 and age will ever be called upon to encounter hard- 
 ships, and endure the 
 pangs of hunger as did 
 the masters of the old 
 school. Here you are 
 reading a true story of a 
 man who thirty years ago 
 was depriving himself of 
 the so-called necessities 
 of life that he might in- 
 vest their cost in raw 
 materials from which he 
 made his product. 
 
 He practically invested 
 his last penny in raw ma- 
 terial and then worked 
 like a trojan manufactur- 
 ing baking powder. After 
 the raw materials were 
 made into the finished 
 product he closed his 
 office-factory, and set out 
 to find its market, return- 
 ing only after his entire 
 supply had been sold. 
 
 The Calumet organi- 
 zation developed just that 
 way. Its growth was 
 slow and steady and its 
 foundation was built with 
 care and skill on the rock 
 of Faith in an Idea and 
 an Ideal. An organization 
 so built can withstand all 
 the rains of animosity 
 and storms of competi- 
 tion. In meeting and 
 overcoming resistance it 
 becomes stronger, be- 
 cause it has been tempered and tried in the fires of 
 adversity. 
 
 The next five years were beset with the worst kind 
 of heartbreaking experiences and hardship akin to 
 the launching of a new enterprise. It was only by the 
 firm belief in himself and his product, coupled with 
 everlasting persistency that the business was kept 
 running and thousands of unpleasant and unexpected 
 conditions either eliminated or overcome. 
 
 I was beginning to wonder just where Warren 
 Wright, the interviewed, had entered the baking 
 powder arena, as I knew previously that he had long 
 since assumed complete control of the business and was 
 
 WARREN WRIGHT 
 

 instrumental in developing it to its present proportion. 
 
 I so questioned him. 
 
 He smiled and replied: “In 1893, when the business 
 was in its fifth year, I graduated from High School and 
 the selection of my life’s work was left entirely with me. 
 I decided that there was more romance connected with 
 the development of father’s idea than in any other 
 field and I decided to learn the baking powder business 
 in every detail. 
 
 “I started right out in the plant, at the very bottom, 
 and learned every detail of the business; the evolution 
 of the raw material into the finished product — gaining 
 a complete knowledge of manufacture, production, 
 management, sales and distribution. Thus I eventually 
 earned my place behind the big mahogany in the front 
 office.” 
 
 I asked Mr. Wright what the present chief aim or 
 definite purpose of the Calumet Baking Powder Com- 
 pany was. He replied: “To give the housewife the 
 
 best possible baking powder for the lowest possible 
 price, produced in a plant where harmony is the first 
 law of production, where pride in the quality of the 
 product is the predominating spirit of each employee, 
 sold by a salesman especially trained for the building 
 of goodwill and distributed by a dealer whose pride 
 is in selling quality goods and whose motto is service.” 
 
 He will succeed; a more worthy or highly com- 
 mendable purpose is hard to conceive. 
 
 “We are producing the very best baking powder we 
 know how to make. If we knew how to improve our 
 product we would do so, no matter what the cost,” 
 continued Mr. Wright. “Suggestions from the patrons 
 are ever welcomed by our organization. We are 
 always glad to explain in detail, or instruct anyone in 
 the use of our goods; we do this gladly, because we are 
 always proud of a satisfied user and we guarantee satis- 
 faction to every user of Calumet Baking Powder.” 
 
 An evidence of confidence in his goods, surely. 
 
 Mr. Wright is possessed of a strong, winning per- 
 sonality, and radiates good will and enthusiasm which 
 permeates every nook and corner of his mammoth 
 plant. Every worker is a rooter and this makes the 
 Calumet plant the most pleasant and profitable in the 
 world. The kindly face, the winsome smile, the kind 
 courtesy, confidence-inspiring sincerity, plus ability to 
 meet and master every situation, has won every em- 
 ployee so that he pursues his job with vim, vigor and 
 enthusiasm. 
 
 A happy condition, and a healthy one, in these days 
 when industrial organizations are being “rent in 
 twain” by disloyalty and other diseases now so com- 
 mon in industry. 
 
 There is one fundamental principle or basic fact 
 that stands out very clearly. That, whether you be- 
 lieve it or not, the spirit of the “The Big Boss,” the 
 atmosphere of the “Front Office,” will silently and 
 subtly permeate an entire organization, and each em- 
 ployee will unconsciously become endowed with that 
 spirit, and it will in turn direct and influence him in 
 the performance of his duties. It will be that spirit 
 
 that makes him a loyal and faithful employee, per- 
 forming his work with a sense of pride and a deter- 
 mination to give his employer the best that he has, or 
 it will make of him a lazy loafer, discontented and an 
 easy victim to some radical labor leader. It will make 
 of him a man whose effort is prompted only by neces- 
 sity instead of by a desire to serve, or a man who per- 
 forms his work in a disinterested, antagonistic attitude. 
 
 If you want to find out what kind of a man is at the 
 head of any organization, slip in, unexpectedly, some 
 time early in the morning before the boss gets in and 
 there you will see as if written in letters of living fire, a 
 telltale description of him whose spirit is the directing 
 force in that organization. 
 
 The Calumet employees recognize the industry, 
 application, and common sense of their chief and try 
 to emulate his example; courtesy in that organization 
 is a predominating principle, from the office of Mr. 
 Wright on down to the man I found sweeping the floor 
 in the basement. 
 
 You do not find printed on the walls and side of the 
 Calumet factory any inscriptions that “courtesy is the 
 ruling factor in this plant,” but what is infinitely better, 
 you come into contact with the concrete demonstra- 
 tion. It is in the hearts of the employees and the very 
 atmosphere of the place. What is said about a man 
 or an institution has very little weight; demonstration 
 is the thing that tells. 
 
 Warren Wright has a very charming personality 
 which bespeaks a good and kind heart, one that is in- 
 terested in everything and everybody with whom it 
 comes in contact, and which radiates a sincere desire 
 to render service to all who need his counsel and his 
 advice. I know of no other man who is more willing to 
 help young men and young women find their proper 
 place in the world’s work than is this kindly, energetic 
 and sympathetic manufacturer of the “Best by Test” 
 baking powder. 
 
 “I am a firm believer in the principle you fellows are 
 advocating through The Golden Rule Magazine,” 
 said Mr. Wright, “and I honestly believe that through 
 such principles and through the application of the 
 Golden Rule philosophy we will evolve a solution of 
 our present economical, industrial, and social problems. 
 It is the one rule governing all human relationships. 
 
 “It is not a lack of opportunity that confronts the 
 young man of today. It is a fact that never in the 
 world’s history was there such a need for — and such a 
 lack of — big men as there is today. It is not oppor- 
 tunity men need — it is obsession; a deep, all-consuming 
 desire to get there, and a fixed determination to back 
 that desire with action and deeds. 
 
 “There is always room in our organization for men 
 who possess initiative, and the ability to think. We 
 have not reached the zenith in the baking powder 
 business, and any man who is attracted by the superior 
 quality of our product, and who is imbued with the 
 spirit of service which runs through the veins of every 
 member of our organization, who can convince me 
 that he comes to us through the natural law of attrac- 
 
 Continued on following page 
 
 Man is of soul and body, formed for deeds of high resolve. Shelley 
 
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 • ji <<<<6CK<CK<SC<<CKKC<SC<IKSCKK ^ <KCKKKK<C<C<<<<<<<C<<<<KS 
 
 A Christmas Greeting 
 
 By GEORGE C. REW, Vice-President 
 
 W ELL, here is our 
 good, old friend, 
 CHRISTMAS, usher- 
 ing itself into our 
 midst, spreading its 
 golden rays of peace 
 and good will upon the 
 world and making it a 
 pleasure for all of us to 
 pause in our daily work 
 and think of our friends, 
 as well as all of those 
 whose lives mean some- 
 thing to us. 
 
 If a friend is a person 
 whom we like, and who 
 likes us, who in more 
 or less measure con- 
 tributes to our hap- 
 piness or welfare, then 
 who is more entitled to 
 be called a friend than 
 the hundred-pointer? 
 Certainly the salesman 
 is a part of our lives. 
 He contributes to our 
 welfare. He secures 
 
 customers, which 
 make our business 
 possible. Largely, the 
 salesman’s work is re- 
 sponsible for our 
 progress. 
 
 Equally we are in- 
 terested in the welfare 
 of our customers and 
 our salesmen. The 
 more successful they 
 become, the greater 
 measure of success will 
 be reflected upon our 
 own progress. 
 
 So in extending to 
 our friends a very 
 merry Christmas, I 
 am putting our sales- 
 men and our customers 
 at the top of the list, 
 and extend my hearty 
 good wishes for a very 
 merry Christmas, and 
 that 1922 will bring 
 the fulfilment of every 
 plan you make. 
 
 GEO. C. REW 
 
 The Romance of a Great Idea 
 
 Continued from page 7 
 
 tion, and who is willing to back his statements by 
 working for a sum consistent with the earning capacity 
 of a new man in a new and strange field, until he has 
 proven by the quantity and quality of his service that 
 he is worth more, that man can obtain any position 
 in this organization within the scope of his imagination. 
 
 “The only limitations that I will place on a man of 
 that calibre are the limitations of his own mind.” 
 
 A fairer proposition is hard to imagine. It actually 
 costs a firm money to train new men, yet this good 
 man is willing to pay a wage sufficient to meet the 
 legitimate expenses of the man who wants to succeed; 
 to give him the chance to earn while he learns. 
 
 Quite different, that, from the boys of the old school 
 who paid a much dearer price for knowledge and 
 experience. 
 
 I know for a fact that not thirty-five years ago, my 
 own father worked harder than the average man of 
 today, and almost twice as many hours, and served 
 three years in this apprenticeship, without any wage, 
 other than that his employer boarded him and bought 
 his clothes. 
 
 He did this in order to gain experience and knowledge 
 which, today, finds a ready market at a comparatively 
 high salary, as a foreman with one of the big mills in 
 the nation’s steel industry. 
 
 Now, surely, such a proposition as Warren Wright 
 suggests, is all the opportunity any red-blooded 
 American could ask for, and it is the only basis on 
 which any man or woman has any moral or spiritual 
 right to approach any employer in the question of 
 
 Continued, on page 15 
 
 [ 8 ] 
 

 [ 9 ] 
 
Calumet Baking Powder Co. 
 Plant No. 2 
 
 East St. Louis, 111. 
 
 j CC<<<<<C<<<K<<<<<<<< ^ 
 
Calumet Material Plant located at Joliet, 111., comprising 43 buildings covering 6 acres — representing an outlay of 
 than a million dollars. With the completion of this plant we control the high grade and quality of the material nec< 
 to manufacture the world’s best Baking Powder. The erection of this plant marks the zenith of our 1921 achiever 
 
 [ 11 ] 
 
Why Is Baking Powder Like Advertising? 
 
 It must be judged by what it does, not by what it is 
 
 By K. K. BELL, General Manager , Calumet Baking Powder Co. 
 
 Address before Advertising Council, Chicago Association of Commerce, October, 1921 
 
 I N our plan of distribution we prefer to class the 
 wholesaler and retailer under one broad, friendly 
 term — Our Dealers — as the chief factors in our plan of 
 intensive selling; we prefer to treat selling and adver- 
 tising the same way, believing they are so inseparably 
 bound up that no distinctive lines of demarkation are 
 possible. 
 
 While recent months have seen 
 marked variation in methods of dis- 
 tribution in almost every line, 
 invariably these changes, when an- 
 alyzed, fail to establish any newly 
 discovered principles, but merely 
 reflect the well intended effort of 
 some manufacturer to readapt his 
 methods to the conditions of today. 
 
 The range of these variations, 
 whether in selling or in advertising, 
 is as a rule determined by the in- 
 dividual manufacturer’s interpreta- 
 tion of “normalcy.” The more pro- 
 nounced variations merely mean that 
 some courageous manufacturer is 
 “blazing the way” in his effort to 
 meet present day conditions. As for 
 ourselves, we don’t believe in getting 
 back to normal. We have been able 
 to keep ahead of normal so far and 
 have no intentions of returning. 
 
 Personally, I think the sooner all of 
 us realize that normalcy in the sense 
 of old business methods and condi- 
 tions is impossible, the better will be our chances to 
 readapt our methods to the present era. 
 
 I don’t believe in pre-war prices nor pre-war business 
 methods. Particularly, I detest the shortsighted- 
 ness that prompts a dealer to feature pre-war prices 
 in his advertising. It is a negative quality and is 
 the kind of advertising that kills instead of the kind 
 that builds. Intensive selling to us means 100 per cent 
 distribution. 
 
 Today, more than ever before, do retailers know the 
 value of an alliance with an institution whose methods 
 of distribution afford modern standards of service. To 
 us, goodwill is nothing more or less than to have the 
 dealer appreciate the value of an association of his 
 name and his store in the public mind with our name 
 and trade-mark. 
 
 In days gone by we were satisfied with satisfied custo- 
 mers, but no longer. Calumet would have never 
 reached first place on the old theory that “a satisfied 
 customer is the best advertisement.” We are not 
 contented with satisfied customers. We want en- 
 thusiastic customers. To get them, we must have 
 enthusiastic salesmen, enthusiastic advertising. Farm- 
 ing that makes two blades of grass grow where only one 
 grew before is called intensive farming. An advertise- 
 
 ment that creates a new customer who is enthusiastic 
 enough to enlist her neighbor, is intensive advertising. 
 
 Distribution Methods Must Include Selling Helps 
 
 Our methods of distribution naturally must include 
 selling helps. We concern ourselves with the final 
 outlet for our product. You may 
 call it what you please — store service, 
 dealer co-operation, or anything you 
 like — but the idea is that we regard 
 our business as one big machine, the 
 total of which includes not only the 
 final sale but the final service as well. 
 The wholesaler and retailer represent 
 important links in this chain, but 
 neither of them is the final market. 
 
 I am sure that the baking powder 
 manufacturers of the old school 
 would stand amazed at the helpful 
 details that Calumet distribution 
 now includes. While there are quite 
 a few manufacturers who prefer to 
 restrict their distribution to exclu- 
 sive selling alliances, the majority, 
 like ourselves, are not so modest and 
 believe in 100-point distribution. By 
 this I mean that the term “our deal- 
 ers” includes every wholesale grocer, 
 every retail grocer, in the land. I 
 don’t believe l am guilty of exag- 
 gerating when I say that we enjoy 
 better than ninety-nine per cent dis- 
 tribution with both. Still the real difference in our own 
 plan and some other one is merely one of interpretation. 
 
 We believe that a successful marketing system must 
 go far beyond placing the merchandise on the jobber’s 
 floor or on the retailer’s shelf. We are not content 
 merely to include selling helps for them, but we go so 
 far as to undertake to educate each individual house- 
 wife just how each and every spoonful of Calumet can 
 be best distributed on baking days. 
 
 We are optimistic, but our optimism is not of the 
 kind that leaves the problems of readjustment to the 
 Government. We think individual action on the part 
 of each manufacturer is necessary in order to readapt 
 methods so as to strengthen every link in the entire 
 chain of distribution, with a sense of the manufacturer’s 
 responsibility. 
 
 Our dealers do not produce Calumet and do not 
 always know the inside story of its quality. They are 
 concerned with hundreds — yes, thousands — of items, 
 and no matter how anxious they are to serve the 
 housewife intelligently, we prefer to work hand in hand 
 with them by extending the protection which they 
 enjoy to their customer, the consumer, as well. 
 
 Advertising, like baking powder or like salesmen, is 
 best judged by what it does rather than what it is. We 
 
 K. K. BELL 
 
 [ 12 ] 
 

 are unable to buy advertising as we do our materials. 
 It is something that can’t be standardized, because no 
 two of us think alike and no two commodities can be 
 sold with the same “spiel.” A lot of copy is good 
 literature — yet it fails to “bring home the bacon.” The 
 old way of sticking to publicity and stereotyped same- 
 ness is obsolete. Today, your copy must have room 
 for imagination. 
 
 During the past year it has been discouraging to 
 manufacturers to have the value of their copy killed, 
 appearing side by side with some pessimistic editorial. 
 Most advertising is truthful and optimistic. Unfortun- 
 nately, as much cannot be said of editorials. 
 
 Best of all, advertising makes us honest. Look 
 around you, and you will find there has been no profit- 
 eering in trade-marked nationally advertised merchan- 
 dise. Furthermore, firms that employ advertising in 
 large quantities are forced to practice foresight. If you 
 make a mistake in selecting an automobile, you can 
 recoup part of your loss by selling at a sacrifice. If you 
 invest your money in poor advertising, it is “good 
 night.” 
 
 The peculiar thing about advertising is that while it 
 cannot be standardized, it does standardize grades and 
 markets, encouraging a freer competition. No adver- 
 tising is powerful enough to put a crown on the head of 
 a humbug. A food specialty, under a private brand 
 today is like a mule — “without pride of ancestry or hope 
 of posterity.” The man who leaves his son a factory 
 producing unknown goods, leaves him merely a chance 
 to fight for business. The man who leaves his son a 
 
 factory producing goods that have a place in the public 
 opinion of the nation, leaves that son an inheritance 
 which only his own folly can destroy. 
 
 We are back to the buyer’s market. Dealers no 
 longer can be ordered. They must be persuaded. 
 Advertising and salesmanship have again come into 
 their own because more must be accomplished with less 
 expense than heretofore. One outstanding example of 
 this is the disposition of certain classes of industry to 
 pool their advertising. Banks, coffee roasters, and 
 even the churches, are putting on campaigns based on 
 their needs in common. The bankers’ bulletin en- 
 courages thrift and saving. The coffee roaster tells the 
 housewife to deal with the neighborhood grocer and 
 avoid taking chances with the roving peddler. The 
 church billboard reads: “You went to Sunday School. 
 
 Give your children the same chance.” 
 
 We don’t encourage pool buying. We prefer to deal 
 individually with each grocer and to know his clerks; 
 we specifically include the fellow behind the counter 
 in our plans. 
 
 In closing, I want to say without any desire to boast 
 or blow my own horn, that our sales for 1921 have 
 upheld our judgment in deciding at the very beginning 
 of the year against retrenchment in any form. A “Go 
 Get ’Em” policy of continuing and increasing our 
 already intensive campaigns of selling and advertising 
 is paying dividends. August, usually a dull month, 
 broke all previous records for car shipments for any 
 month in our history. 
 
 Speech was made to open man to man, and not to hide 
 him; to promote commerce, and not betray it.— Lloyd 
 
 In reporting the above address in their November issue, JUDICIOUS ADVERTISING made the following comment 
 
 Don't Stay Even — Get Ahead 
 
 Are there some among us who have worked with all our might 
 trying to get things back to normal? 
 
 Trying to get business back on a pre-war basis, with pre-war 
 prices ? 
 
 Trying to give, in spite of difficulties, satisfactory service? 
 
 Have we even secretly thought ourselves virtuous in so doing? 
 Thought our whole duty would be done? A most worthy 
 ambition realized? 
 
 Yet again, have not some of us felt that the Duchess was right 
 when she told Alice (in “Through the Looking Glass” ) that it 
 takes all the running you can do to keep in the same place.” 
 
 Then — shame on us all! 
 
 These be puny thoughts indeed! 
 
 Hear the words of Mr. Bell, of the Calumet Baking Powder 
 Company. 
 
 In a racy, pithy talk which we give in this issue, he says: 
 
 “We are not contented with getting back to normal. We 
 intend to keep ahead of normal. 
 
 “We are not contented with satisfied customers. We want 
 enthusiastic customers. 
 
 “I don’t believe in pre-war prices nor pre-war business 
 methods. 
 
 “I detest the short-sightedness of a dealer who features pre- 
 war prices in his advertising. It is a negative quality, the kind 
 of advertising that kills instead of the kind that builds. 
 
 “Our sales for 1921 have upheld our judgment in deciding 
 at the very beginning of the year against retrenchment in any 
 form.” 
 
 Like his own leaven, Mr. Bell uplifts us. 
 
 No feeble, empty optimism this, no impossible preachment. 
 
 It is cogent reality — stimulating, invigorating; a force that 
 should start us going at a faster pace. 
 
 It is not enough to keep up. 
 
 “Don’t stay even — get ahead,” says Mr. Bell. 
 
 More power to him! 
 
 May he leaven the whole lump! 
 
 [ 13 ] 
 
Super Sales Success 
 
 By J. L. GALLAGHER, General Sales Manager 
 
 A r the beginning of the year 1921, there was quite 
 _ noticeable a feeling of uncertainty in the world of 
 trade. The press recounted in alarming, anxious and 
 uneasy news items negative events that almost par- 
 alyzed business. Firms that were large advertisers im- 
 mediately cut down their appropria- 
 tion. Factory purchasing agents 
 were instructed to curtail their buy- 
 ing. Selling institutions laid off an 
 army of salesmen. Surely, such a 
 situation would test the courage, 
 fearlessness and confidence of the 
 bravest. 
 
 The Calumet Baking Powder 
 Company was the notable exception. 
 
 Its officers backed up its executives, 
 and its executives backed up its 
 fighting salesmen. Like the sea cap- 
 tain driving his ship right into the 
 blinding storm, knowing the power 
 of his vessel and his destination, pays 
 no attention to the elements but 
 directs his ship with such confidence 
 that he knows that he will safely 
 pass through and reach port in due 
 time, so did this company feel, with 
 confidence and security in the future, 
 that, provided their work was di- 
 rected right, they must win. 
 
 As a result of this confidence in 
 conditions, we launched forth the largest and most 
 intensive campaign of newspaper, bulletin board, elec- 
 tric sign and general advertising that any baking 
 powder company ever put out. Our selling ranks were 
 recruited to full fighting strength, with the highest 
 grade of salesmen trained and hardened not only to sell 
 Calumet Baking Powder to leaven the world’s bread, 
 but they were trained and instructed to “dole out” 
 optimism and confidence that would “lighten” the 
 burden unjustly imposed on the merchant. 
 
 Every salesman went out to his work with this one 
 thought uppermost in his mind: “THE MEN WHO 
 GET THE MOST BUSINESS ARE THOSE WHO 
 FIGHT THE HARDEST FOR IT AND CARRY 
 THE MERCHANDISE THAT WILL SELL AND 
 BRING CUSTOMERS BACK TO THE STORE 
 FOR MORE.” 
 
 That the Calumet plan was a complete success was 
 very quickly noticed and in the early part of the year 
 the World’s Greatest Newspaper published and dis- 
 tributed throughout the land their full-page editorial 
 with actual figures proving that the Calumet Sales 
 Force were victorious. 
 
 The quotas of sales that were placed against each 
 town for the year 1921 were the largest figures ever set, 
 but by dogged determination on the part of every 
 
 salesman, backed up by a live, advertising campaign, 
 the co-operation and support of the wholesale and 
 retail grocer was secured and the volume set at the 
 beginning of the year was practically reached in 
 every demonstrated town. 
 
 Intensive campaigns, covering the 
 small towns and the cross-road gro- 
 cers, gave us a showing of better than 
 90% of our schedule. The volume of 
 sales registered in the smaller towns 
 embraces a new high record mark. 
 
 Due credit must be given to the 
 farm paper advertising. All agree 
 that the standards registered in the 
 small towns during the year 1921 
 must never be lowered either in 
 point of distribution or in selling the 
 volume. 
 
 Though no bulletins were pub- 
 lished this year giving the number 
 of new customers secured by each 
 individual salesman due to the fact 
 that we had so many other bulletins, 
 still a very careful check has been 
 kept on this important part of our 
 sales work and the number of new 
 customers recorded shows an even 
 greater percentage of increase this 
 year over any previous year. Fur- 
 thermore, our records prove that the 
 great number of new customers that were won over to 
 the Calumet fold during the crucial period of 1919-20 
 when we were practically the only baking powder 
 manufacturer filling our orders, have been retained. 
 We consider that this is a splendid testimonial that the 
 Calumet product gives satisfaction to the consumer 
 and the Calumet policy wins the admiration and sup- 
 port of the dealer. 
 
 Eighty million pieces of co-operative advertising in 
 the form of Kitchen Reminders, School Tablets, 
 Recipe-Paper Bags, Calendars and Twenty Lessons 
 in Domestic Science Literature were furnished to 
 the dealer during this year on orders of Calumet 
 sold by our sales force. This tremendous force was 
 designed and used solely for the purpose of helping 
 the dealer move his stock of Calumet Baking Powder 
 from his shelves and to help him increase his business. 
 
 It was only a few years ago that we adopted the plan 
 of selling pool and straight cars of Calumet to the job- 
 bers. Our increase in the number of cars sold this year 
 as against the record of a year ago, shows 80%, proof 
 that the plan is a big success both for the jobbers and 
 for Calumet. The saving through, this quantity 
 handling enables the jobber thus buying to realize a 
 larger margin of profit. Our record of carloads sold for 
 1921 is setting “some mark” for the following years 
 to shoot at. 
 
 ft-- 
 
 J. L. GALLAGHER 
 
>>>>>>>>>>>>>>>»>» 
 
 The demonstrating crews blazing the trail for Cal- 
 umet through virgin fields placed this wonderful 
 product in approximately 500,000 homes during this 
 current year. This means 2,500,000 people will enjoy 
 tasty and palatable bakings now that they never ex- 
 perienced heretofore. Our invading army of house- 
 to-house demonstrators is ever moving onward slowly 
 but surely, covering the ground thoroughly, adding new 
 territory. 
 
 An increase of over 60% in the sales through dealers 
 of our 5 and 10-pound packages were made to the 
 hotel, restaurants, bakeries, as well as public institu- 
 tions, including dining-car systems. The number of 
 prize winners on our sales force for selling 5’s and 
 10’s this year proves the popularity of selling the 
 institution trade. “Single Can” buyers established 
 today prove dozen buyers in a short time. 
 
 In our export departments we have during the cur- 
 rent year sent Calumet to every quarter of the Globe. 
 The Indian Nabobs now enjoy modern cakes and 
 pastries prepared by the Indian Brand Calumet. 
 South America as well as South Africa, the West 
 Indies and Europe are gradually learning of Calumet’s 
 efficiency and economy. Even the little island of 
 Samoa now imports Calumet in fair size lots and is 
 interested in the using of Calumet as is evidenced by 
 the inquiries for Calumet Cook Books. 
 
 The division managers who have so ably directed, 
 assisted, trained and developed the salesmen are en- 
 titled to a lot of credit. The sales managers working 
 both inside and out, helping the men out on the firing- 
 line with words of counsel and good cheer have played 
 a big part in bringing about the wonderful achieve- 
 ments secured in 1921. 
 
 We are indeed proud of the results of the past year. 
 
 The Romance of a Great Idea 
 
 Continued from page 8 
 
 employment. You must sow before you can reap and 
 you must learn before you can earn; there must be 
 giving out before there can be taking in. Which is but 
 another way of saying, you serve to earn a reward. 
 Don’t worry about the reward, it will take care of 
 itself and will be just exactly in proportion to the 
 amount of service you render. 
 
 You don’t think that is true? If you do not, I shall 
 not be at all surprised, because there are about ninety- 
 three per cent of the world’s population that do not 
 believe that, either. 
 
 On the other hand, there are seven per cent who 
 have learned that the law of service and reward is a 
 definite and fixed law, and the seven per cent constitute 
 the minority class of leaders and the others the ma- 
 jority class of followers. 
 
 Fortunately, success is a matter of the individual 
 and no one can compel you to believe; it is a who-so- 
 ever-will proposition. You can accept, have faith in, 
 and use natural, fixed laws and become successful or 
 you may not believe in them and suffer the conse- 
 quences. 
 
 I am trying to prove to you that such laws exist and 
 that certain principles are pragmatic — they do work — 
 and I seek to supplement what I write with concrete 
 examples of really big and successful men who are living 
 examples that give testimony to such laws and prin- 
 ciples. 
 
 As a unit we are improving; in the last ten years, 
 and particularly since the war, two per cent of the 
 follower class have stepped up and into the leader class. 
 Notice the young men who have broken away from 
 the crowds and begun to search diligently for the 
 secret to success, hitched their wagon to a star (Schwab, 
 Gary, Reynolds and others) and will, in the not far 
 distant future outshine the star. 
 
 This is possible for all, but accomplished by few; yet 
 even that is encouraging. 
 
 The present generation owe a deep debt of gratitude 
 to successful men like Warren Wright, who are willing 
 to cut an hour’s slice right out of a busy day, in order 
 that he might send out a word of advice and a message 
 of encouragement to those of you who are striving to 
 make your mark in the world; to him it will not mean 
 one iota of monetary reward, to you it can be the means 
 of starting you on the road to success. Therein lies our 
 reward. 
 
 Who will say that Warren Wright, like Schwab of 
 enthusiasm-inspiring fame, has not earned title as 
 “A Developer of Young Men”? 
 
 I asked Mr. Wright what Calumet folks thought of, 
 or had to say, about competitors. In answer he pre- 
 sented me with an attractively covered little booklet 
 bearing the title, “What We Have to Say About Our 
 Competitors.” In all my experience I have, with but 
 one exception, never seen anything like it, the excep- 
 tion being when I bought Elbert Hubbard’s “Essay 
 on Silence,” a neat, leather-bound volume of blank 
 pages — containing not a word! Great wisdom that! 
 
 I could write pages describing the many things that 
 impressed me as I toured the five floors of that vast 
 Calumet plant, covering an entire city block. 
 
 The extensive ventilating systems are as modern as 
 timely inventions and human skill can make them and 
 no effort or expense has been spared to make it the 
 best lighted and most sanitary institution of the 
 present day. This is further evidenced by the fact that 
 although the writer wore a blue serge suit on this tour, 
 my clothes did not require brushing when, after an 
 hour, the trip had been concluded. A most unusual, 
 indeed a wonderful, fact, in a factory making such a 
 product. Conti nued on page 16 
 
 Those who ply the sea do not carry the winds in their hands.— Cyrus. 
 
 [ 15 ] 
 
Pass In Review 
 
 By A. F. RADER, Sales Manager 
 
 T HIS is our “Victory Day.” Let’s gather then, 
 from far and near to see the victorious Calumet 
 Legions pass in review! March by with swinging stride! 
 
 Our allies have the position of honor! Hats off to the 
 distributors of our product, both wholesale and retail! 
 
 Here’s health and 
 wealth to the jobbers 
 who have worked 
 hand in hand with us 
 to make our achieve- 
 ments of 1921! And 
 to their fighters at 
 the front — the job- 
 ber salesmen! And 
 let’s express our ap- 
 preciation of the help 
 of every retailer and 
 every clerk who 
 worked for Calumet 
 1921 success by fea- 
 turing Calumet — by 
 displaying it on 
 counter, in window 
 and on “lower shelf.” 
 Next let’s applaud 
 our co-workers in 
 laboratory and fac- 
 tory — and “munition-makers,” who by day and 
 night so effectively guarded the purity, uniformity 
 and quality of Calumet. We could have accomplished 
 nothing without their unceasing and efficient work! 
 Now pass, you 100 Pointers! 
 
 Men, we’re proud of you! 
 
 Your indomitable will and courage turned seeming 
 defeat into the most glorious of all Calumet years! 
 Your August and September drive was most spectacular 
 Your orders rolled in by the carload and for carloads! 
 Only real salesmen, only fighting , smiling salesmen 
 could have accomplished so much! 
 
 But, as in every triumphant “home-coming” proces- 
 sion, there are vacant spaces in the ranks! For one 
 moment let’s consider them! Here’s the best of luck 
 to those who are missing from the files today — here’s 
 to each and every one of those who made sincere though 
 unsuccessful effort to “carry on”! 
 
 We have always been proud of our sales organization. 
 It has always been great, but today we are adding faith 
 to our pride. We believe in you! Today we are not 
 worrying what the future holds for Calumet. 
 
 We are rejoicing together because we know the 'power 
 within you! You’ve had your baptism of fire! You 
 are best by test. You’ve been tried and not found 
 wanting! 
 
 May 1 pay a personal tribute to the men of my 
 division? 1 could not possibly do justice to their deeds 
 of salesmanship. 1 have spent days with each one of 
 them out in the dugouts and trenches! I have mar- 
 velled at their resourcefulness, their alertness and their 
 courage. As I have lived with these men, I know them. 
 They are Calumeters, through and through! 
 
 And, therefore, I decorate them with that badge of 
 honor, of “conspicuous bravery under fire — Calumet 100 
 Pointship! ” 
 
 Gregory quotes Robert Halt, as saying: “ Call things by their right names . . . 
 Glass of Brandy and Water! That is the current but not the appropriate 
 name: ask for a glass of Liquid Fire, and Distilled Damnation.” — Gregory 
 
 The Romance of a Great Idea 
 
 Continued from, page 15 
 
 Ever notice the little details when opening a new 
 can of “You Save When You Buy — You Save When 
 You Use” baking powder? It costs a few pennies 
 additional to furl the top of the can so as to eliminate 
 the danger occasioned by cutting of fingers on the 
 sharp edge of the ordinary can, also reinforcing the can 
 so that it will not bend so easy in being used as a vessel 
 in the kitchen. Little details, yes; maybe never 
 noticed, but you unconsciously realized the advantage. 
 Same thing. Just the Calumet way of giving the cus- 
 tomer more than he paid for. 
 
 Each can of “Calumet” contains a little “Essay on 
 Thrift” placed in the top just before the can is her- 
 metically sealed with the label that caused Mrs. 
 
 Jones’ little boy to ask the grocer for the can with 
 “The Indian Head” on it. 
 
 As a suggestion of volume, carload after carload of 
 Calumet Baking Powder, sufficient to supply about 
 one-third of the entire world’s demand, leaves the 
 shipping platform every round of the clock. 
 
 We need not mention chemical composition; it’s 
 printed on every can. I can say, however, that each 
 ingredient is exactly proportioned, being accurately 
 weighed within one-thirty-second of a pound. This 
 insures every can being identical. 
 
 Further precaution is taken in that samples are 
 taken from the mixing drum to the laboratory, where 
 the cold water test, already well known to users of this 
 
 Continued, on page 23 
 
 [ 16 ] 
 
■•»»»»»»»»»»»>»: 
 
 The Thrills of 1921 
 
 By E. G. ENGEL, Sales Manager 
 
 AT THIS season of the year, with the New Year but 
 i \ a few hours away, we become reminiscent and 
 review past events, at the same time wondering what 
 the New Year has in store for us. 
 
 In thus reviewing events during 1921, it fills me with 
 pride when I think of the wonderful progress we have 
 made. It thrills me when I stop and think of the 
 stride made by our wonderful organization — it thrills 
 me when I think of the records established by our 
 fighting sales force, who have fought and won the 
 battle, overcoming the greatest obstacles, winning out 
 despite conditions and competition. 
 
 Their’s was no easy task when they started out in 
 January of this year. They not only had to fight the 
 battle of competition, but, had a bigger battle, as first 
 of all they had to restore confidence in the trade. 
 They had to enthuse the trade and instill new confi- 
 dence. They had to spread optimism and overcome 
 all the demoralizing influences that usually accompany 
 a period of depression. 
 
 They so inspired the business world by their en- 
 thusiasm and confidence, that they not only turned in 
 the world’s biggest baking powder business, but were 
 pointed to by other business concerns as the living 
 example of what courage, confidence and enthusiasm 
 will do. 
 
 It thrills me when I review these accomplishments 
 and makes me want to proclaim them from the house 
 tops. And, what is it that has made the Calumet 
 organization the peer of its kind in the business world? 
 IT IS THE CALUMET SPIRIT! 
 
 The Calumet spirit is best illustrated in the story of 
 the three masons, who were working on a cathedral. 
 
 They were asked what they were doing, and the first 
 replied, “I am laying bricks for 35.00 per day.” 
 
 The second answered with a little enthusiasm, “I am 
 laying these bricks, seeing to it that they are laid right.” 
 
 The third when asked the same question^ replied 
 with a great deal of enthusiasm, “I am helping to build 
 this wonderful cathedral.” 
 
 The third mason had the real Calumet spirit, and 
 it is that spirit which has made Calumet the world’s 
 largest. That indomitable spirit which dominates us 
 and helps us to make Calumet a great American 
 institution. 
 
 It was the Calumet spirit which enabled District 
 Sales Managers Stone, Kroeger and Wilson to smash 
 all previous records. It was the Calumet spirit which 
 made Curry win the “distribution and advertising” 
 prizes. 
 
 It was the Calumet spirit — the “never say die” 
 
 spirit — which enabled Wickenberg, Dailey, Gorman, 
 Dalsheimer, Kidd, Napier and other old timers to 
 show wonderful increases. It was this same spirit 
 which inspired Carlson, Reiff, Ihrer, Higginbotham, 
 Parker, O’Shea, Brodel, Plunkett, Tackett, Young and 
 other rookies with 
 the determination to 
 beat the records set 
 by the old timers. 
 
 It was the Calu- 
 met spirit which 
 broke all carload 
 records in this di- 
 vision. It was this 
 same spirit which 
 made sales promo- 
 tion business the big- 
 gest ever. It was 
 this spirit which 
 broke all sales rec- 
 ords. 
 
 It is the Calumet 
 spirit that inspires 
 the greatest selling 
 organization and 
 fighting aggregation 
 of its kind, with the 
 determination to overcome all obstacles — and 
 speaking of obstacles, remember that it is by over- 
 coming them that we grow bigger. Overcoming 
 obstacles brings out the best that is in us. It 
 makes us bigger and better in very way. 
 
 When Calumet first entered the baking powder field 
 there were countless obstacles to overcome, yet each 
 time there emerged a bigger and stronger Calumet. 
 The same applies to us as the Calumet spirit will 
 enable us to overcome all obstacles. 
 
 It is the Calumet spirit and the successes it has 
 inspired that has thrilled the business world. Count- 
 less editorials in newspapers throughout the country 
 attest to the admiration the Calumet spirit has won. 
 These editorials have thrilled thousands of readers with 
 their inspiring message of the Calumet spirit. 
 
 It is the Calumet spirit that will enable us to con- 
 quer the world, not in the sense that the word “con- 
 quer” is usually used, but in a way that will enable 
 housewives to have more successful bakings and in 
 that way we will render a distinct service to mankind. 
 
 1922 with its tremendous possibilities is upon us. 
 The Calumet organization with its wonderful sales 
 force, fired by the Calumet spirit will make 1922 the 
 biggest in our history. 
 
 E. J. ENGEL 
 
 ’Tis greatly wise to talk with our past hours Night Thoughts 
 
 [17 
 
Chicago and Illinois 
 
 By W. H. SIZEMORE, Sales Manager 
 
 T HINKING back to January 1921 I am reminded 
 of the modern manner of building a giant sky- 
 scraper building. Once we wondered why the builder 
 put up the steel frame work complete often times even 
 before a single story is even partially finished. The 
 question is answered by one single 
 word — confidence. 
 
 Imagine the surprise of one of our 
 forefathers if he could see the brick 
 masons, carpenters and painters ac- 
 tually finishing the roof and the 
 twenty-fifth story of a modern office 
 building before anything was done 
 on lower floors. We all remember 
 the days when the building was 
 erected by completing the first story 
 then the second, third and each suc- 
 ceeding floor, until finally the roof was 
 put on to complete the job. 
 
 Like the contractor who has su- 
 preme confidence in the bed rock 
 foundation and therefore puts up the 
 immense steel frame work without a 
 single fear, so did the good business 
 man look ahead during 1919 and 
 1920 and build a sturdy foundation 
 for 1921 business by concentrating 
 on Quality, Service and Satisfaction, 
 regardless of the fact that supply 
 was never equal to demand during the years of riotous 
 buying. 
 
 Calumet believed that the great city of Chicago, and 
 Illinois, the home of honest Abraham Lincoln, 
 would patronize any concern who kept the public con- 
 fidence and lived up to the ideals expressed by Lincoln. 
 Never was there a time when the Quality was more 
 sacredly guarded; never has this company put forth 
 greater effort toward helping the dealer than during 
 the year of plenty when orders came so fast we could 
 not supply the demand. 
 
 While many concerns laid off salesmen, curtailed 
 advertising and even cut Quality, we looked steadily 
 ahead with assurance that the public would fully repay 
 any man for honest endeavor. Results prove the con- 
 tention that right always wins over any plan that does 
 
 not provide for honest value to consumer, retail and 
 wholesale dealers. A recent survey, taken by an or- 
 ganization that takes nothing for granted, shows 
 Calumet supplies more than 50% of the baking powder 
 used in the city of Chicago. 
 
 The same rule of square dealing 
 permeates this organization through- 
 out, therefore our salesmen receive 
 due credit for the magnificent part 
 which they have played. We refer 
 with pride to the Chicago and Illinois 
 men and especially to such old timers 
 as F. N. Danforth, 15 years on the 
 Calumet sales force; Wm. V. Parker, 
 10 years; C. R. Howorth, 8 years; 
 J. G. McFarland, 9 years; Jack Zan- 
 one, 9 years, and the rest of our sales 
 force who have proven their loyalty 
 by honest effort although the time of 
 service varies from six months to 
 four years. 
 
 We honestly believe that a house 
 may have the best goods, the great- 
 est advertising and the best service — 
 however, its product is never prop- 
 erly represented except by real sales- 
 men who take pride in their own 
 appearance and manner of repre- 
 senting their institution. Calumet 
 uses the most skilled people and the very best material, 
 at the same time sparing no expense necessary in keep- 
 ing machinery and equipment up to date. Therefore 
 we must have the highest type of salesmen in every 
 territory. 
 
 The average buyer is a busy man, his time is well 
 taken up and the salesmen who travel around can 
 always pick up new ideas, excellent selling helps and 
 suggestions for the good of the customers. Every sales- 
 man should be a source of valuable information, thus 
 making his visit a welcome occasion by the busy mer- 
 chant who always appreciates worth-while information 
 and suggestions. The good accomplished by Chicago 
 and Illinois representatives should be an inspiration to 
 every Calumet salesman. Know your line — knowledge 
 creates confidence — confidence builds power and power 
 means success. 
 
 W. H. SIZEMORE 
 
 Think well before you clothe your thoughts — man and his handi- 
 work decline and rot but a word has eternal life. 
 
 Listen! The English language is a gold mine- — and it is free 
 for all, but the big nuggets lie deep and only the persistent miners 
 ever strike a find. It is never too late — now is YOUR time. 
 Stake a claim and make a name. 
 
 The most severe beating any man ever received was to be whipped 
 with words. The prize fights of tomorrow will be on the rostrums 
 of our educational institutions and the gladiators will use only 
 words as weapons. 
 
 Proclaim a word to the world until it becomes a by-word for a 
 human need and you can make that little word worth millions. 
 
 My appetite comes to me while eating Montaigne 
 [18] 
 

 Shunning the Slumps 
 
 By J. C. LEWIS, Sales Manager 
 
 N INETEEN-TWENTY-ONE, now closing, will be 
 counted by a great many as the year of the big 
 slump. This is true with individuals as well as with 
 firms. It is my good fortune to belong to a concern 
 whose business has increased right along without even 
 hesitating in times of stress, and that 
 also enjoys the distinction of being 
 classed the leader in its respective 
 line. 
 
 This has been the best year’s bus- 
 iness in our entire history, and we 
 are counting on making next year 
 better still. From the man highest 
 up, down to the advertising boy who 
 carries the Calumet banner, we 
 don’t believe in slumps; so instead of 
 laying off salesmen and cutting down 
 our sales force, we have followed a 
 reverse policy and have yet to reduce 
 a single salary. 
 
 Naturally, more salesmen mean 
 more sales. Better salesmen mean 
 better sales. Our plan has been to 
 refire the fellow who has merely gone 
 stale during the easy sailing of 1920, 
 giving him a full-size, man’s chance 
 to prove his worth as a fighter under 
 the stressed conditions which have 
 continued throughout during prac- 
 tically all the year. Those who have shown the right 
 qualities have been retained. The weak ones have 
 joined the ranks of “salesmen in name only,” most of 
 whom are on the waiting list for employment. Unem- 
 ployment among salesmen seems to be a seasonable 
 occurrence. At any rate, it is not unusual for this 
 time of the year. During the years that I have been 
 in the selling game, I can’t recall a December but 
 what we were swamped with applications— usually 
 men coming from firms who had failed to weather the 
 slump and had been forced to retrench. 
 
 It is bound to be a source of consolation to the 
 Calumet hundred-pointer that he can look back over 
 the record of his house and remember that no salesman 
 ever lost his position because of a slump. I often 
 wonder if we appreciate the real value and security of a 
 Calumet connection, where the “go get ’em” spirit is a 
 guarantee against almost every hazard which the 
 average salesman must carry. I am sure the old- 
 timers appreciate that baking powder is an essential 
 and that Calumet Baking Powder is an absolute es- 
 sential to every well regulated household. The other 
 essentials that are necessary in order to avoid the to- 
 boggan are in the keeping of the salesman himself. 
 
 1921 has added another incontestable chapter as to 
 the ability of this company to go ahead. All of us 
 know the great handicap which “something wrong at 
 home” means to the salesman on the road. It must 
 be a nerve-wrecking task to represent a pessimistic 
 outfit whose every move shows a lack 
 of confidence — burdening a lot of 
 worry on the salesman instead of in- 
 spiring him with enthusiasm. So it 
 is practically an impossibility for our 
 salesmen to invent an alibi. Their 
 firm, their fellow salesmen, are all 
 going ahead with bigger and better 
 records every year. Consequently 
 an individual slump in sales merely 
 eliminates the individual who is not 
 able to keep step with the organiza- 
 tion whose record for more than 
 thirty years fails to register a single 
 period of depression. All years look 
 alike to Calumet. Visualize its suc- 
 cess, and you can’t point out “the 
 year of the panic,” nor can you lo- 
 cate the strikes, wars, or any other 
 condition which many houses point 
 to as the saving circumstances justi- 
 fying the slump which overtook 
 them. It is just as true that 
 a review of the- individual 
 records of our salesmen shows there is no lack of im- 
 provement for the hustlers. It doesn’t matter whether 
 money is plentiful or scarce, selling hard or easy, the 
 weather hot or cold — they recognize that ninety-nine 
 out of every hundred have money to spend and that 
 fully one hundred per cent are eating three times a 
 day. Our Southern salesman can be called “slump- 
 proof” because he is immune to discouragement. He 
 knows that what the average dealer calls hard times 
 now would have been called good times a few years 
 ago — that the farmer’s discouragement is not that he 
 is broke, but that he recently had so much. Best of 
 all, he knows that his product is consumed three times 
 a day. People everywhere eat food — they don’t eat 
 money. Nothing daunts him. That’s why the Gulf 
 Coast Special and the Cotton Belt Special set the pace 
 in the recent Sweepstakes event. 
 
 Right here, I want to express my sincere thanks to 
 the division managers and the splendid salesmen who 
 have produced increased returns in spite of the de- 
 pression which has prevailed throughout the cotton 
 and rice growing states. I appreciate all you have 
 done in 1921, and extend to you my heartiest wishes 
 for a prosperous 1922. 
 
 r % 
 
 ^ £ 
 
 J. C. LEWIS 
 
 This is very midsummer madness— Shakespeare 
 
i;ic«CK«K«a«««KtKtKiKKtt <•> ixtKisas«<s 
 
 How We Figured It in 1921 
 
 i?y C. F. KEENE, Advertising Manager 
 
 T HAT was the year when many manufacturers laid 
 down, threw up their hands and waited for things to 
 brighten up and come to them. Did we? We did not. 
 
 With the foresight and energy that has always 
 characterized Calumet plans and policies, a larger and 
 stronger campaign of 
 advertising was 
 originated to exactly 
 cover and overcome 
 present conditions 
 and you were given 
 more help and assist- 
 ance than you ever 
 had before. 
 
 Real advertising is 
 not to help you sell 
 the dealer — it is pri- 
 marily to move the 
 goods on the dealers’ 
 shelves — it makes for 
 quick turnover and 
 thereby greater op- 
 portunities for you. 
 How well you have 
 taken advantage of 
 
 C. F. KEENE the opportunities 
 
 created is best told 
 in your sales. 
 
 The total volume is a credit to you and our advertis- 
 ing. No one questions the power of advertising to 
 economize, intensify and broaden salesmanship. It 
 does the work which would consume your valuable 
 time and enables you to concentrate upon what you 
 are best fitted to do. 
 
 Realizing the position of the retail grocer our cam- 
 paign was designed not only to move Calumet from 
 his shelves but to make his position clear to the con- 
 
 sumer and relieve him of the odium of being termed a 
 profiteer. 
 
 How well this succeeded is shown by the unanimous 
 endorsement Calumet received at the hands of the 
 National Association of Retail Grocers and many state 
 organizations of our distributors. 
 
 Let’s get down to figures: — 
 
 The 1,000 daily papers that carried Calumet adver- 
 tising reached 13,170,206 city and small town homes. 
 
 6,576,859 farm and village homes were covered by 
 the 51 farm papers we used. 
 
 Electric signs, 24-sheet posters, painted walls and 
 bulletins all added to the general effectiveness of 
 Calumet’s program. 
 
 In brief, every home in our territory received the 
 Calumet story of better bakings through one or more 
 of the mediums named above and as a result — 
 
 The demand for Calumet increased. 
 
 The increased turnover made many openings for you 
 and assured you a warm welcome. 
 
 So we made an investment — one that guaranteed a 
 satisfactory return — in fact, we made bad times good — 
 changed the tendency to minimize purchases to a con- 
 stantly increasing demand for our product and conse- 
 quently an increased sale of all baking ingredients. 
 
 Always consider advertising as an investment. It is 
 easy to give many instances where the owners of trade 
 marks would not sell their rights today for all that has 
 been spent in advertising them, though the cost of this 
 advertising has been charged off each year and justi- 
 fied by reduced selling expense. 
 
 1921 was the acid test of advertising as it was of 
 salesmen and there has never been more conclusive 
 evidence of the power of properly prepared and applied 
 salesmanship and advertising than in Calumet’s record 
 for 1921. 
 
 Records, you know, are made to be broken. “ ’Nuff 
 sed.” 
 
 Angling is somewhat like poetry, men are to be born so. The Complete Angler. 
 
 Sales Manager Gallagher Makes Them Pass Up the Tea and Coffee Store, 
 Soap Clubs, and Mail Order Houses 
 
 [ 20 ] 
 
Production Plus 
 
 By T. J. BRYAN, General Superintendent 
 
 B EFORE singing this paean of progress, it is well for 
 each one of us to determine exactly where he 
 stands. Where he stands today with reference to his 
 position one year ago, will show his progress, or lack 
 of progress. It is not so easy to be exactly sure where 
 one stands; we may determine this standpoint from a 
 false basis. 
 
 Our relative positions cannot be measured entirely 
 by dollars and cents. We must consider our capacity 
 for work; our capacity for the particular kind of work 
 for which we are engaged, and if we can do more of the 
 kind of work that is expected of us, we have made 
 progress, irrespective of whether there has been a com- 
 mensurate increase in dollars and cents. But the 
 capacity for work of the kind for which we are engaged 
 does not necessarily measure our progress, unless with 
 this increased capacity, we have the energy and zeal 
 to apply the new found powers to the ends desired. 
 
 If the tendency to slight work has increased; if there 
 is less dissatisfaction with having just gotten the order 
 and not really “selling” the man; if we are content with 
 the reports on paper which can be sent into the office, 
 rather than lasting impressions made on the man in the 
 store, we may feel like singing triumphal songs of 
 progress, when there is really need for self-contempt, 
 and a new start in the right direction. 
 
 It would be very much out of place at this time to 
 mention the individual’s progress, if it did not mean so 
 much to the whole Calumet Company. Unless its men 
 in all departments are growing all the time in ENERGY 
 ZEAL and CAPACITY, new blood must be imported, 
 or the business will go backward. The very fact that the 
 business as a whole is going steadily forward, means that 
 the individuals have grown, on the average. If we are 
 going to measure progress, let us look once again at the 
 mark at which we shot, and see how far short thereof 
 we fell that we may aim truer in the coming year. 
 
 The advertising department advertises Calumet. 
 The salesmen sell it, and then it is up to the factory to 
 deliver the goods. Has the factory made progress in 
 doing its part of the work? The answer is an emphatic 
 “YES.” Goods when ordered are being delivered 
 promptly on the dates requested. This is a marked 
 improvement over some experiences of the past four 
 years, and this change has been made possible to a large 
 
 extent through the broad policy of the heads of the firm. 
 
 Many times in the past, it was necessary for the 
 factory to close down because we could not obtain the 
 necessary raw materials with which to make the baking 
 powder. In the past year the firm has bought and taken 
 over the Superior Chemical Company where the phos- 
 phate and alum used 
 in Calumet are made. 
 
 We are thus assured 
 of an ample supply 
 of these two raw ma- 
 terials, as we never 
 have been in the past, 
 and shutdowns from 
 lack thereof are not 
 likely to occur in the 
 future. A shutdown 
 not only makes it 
 impossible to deliver 
 the orders on hand 
 which should have 
 been put up during 
 the time the factory 
 was closed, but de- 
 lays the orders for 
 many succeeding 
 weeks and perhaps 
 months. This, we trust, will never happen 
 again. The addition of new machinery to our 
 already well-equipped factory, together with the 
 changes from wartime labor conditions, makes it 
 possible for us now, during the day, to put up as much 
 baking powder as we formerly put up under the lax 
 conditions of labor and without that machinery, by 
 working not only during the day, but up to twelve 
 o’clock at night. People in the factory have not 
 only shown renewed zeal in the work, but increased 
 capacity for speed in the handling of new and intricate 
 machines. 
 
 As a result of all these changes, the manufacture of 
 Calumet Baking Powder is speeding along with the 
 regularity of a clock. The care exercised in its manu- 
 facture, its freedom from the touch of the human hand, 
 and its perfection, strength and purity are guarded as 
 never before. 
 
 If you can’t sell Calumet what CAN you sell? 
 
 DR. T. J. BRYAN 
 
 If you are expert in wordmanship, you are equipped with the most powerful weapons 
 and the most useful tools in'jhe world. If you are a master at talk, you’ll never balk. 
 
Retrospection — 1921 
 
 By E. E. BARNES, Manager Adjustment Department 
 
 R ETROSPECTION, it has been said, not only 
 brings a realization of what has or has not been 
 accomplished, but because of this, it aids us in the 
 formulation of ideas as to what we may achieve in the 
 future. It is true, too much thinking over the past 
 might not prove helpful if it brought 
 recollections of unpleasant happen- 
 ings. Most of us like to look ahead, 
 to anticipate, and we like to do it 
 hopefully. And to this end a back- 
 ward glance, a review of what has 
 gone before, is very much worth 
 while at this time, for the year as a 
 whole has been good, and prophecy, 
 so they tell us, is really but history 
 foretold. 
 
 The political orator in making his 
 prophecy “points with pride” to the 
 accomplishments of his party in the 
 past, whereas his opponent of the 
 opposite faith “views with alarm” 
 those same conditions and looks to 
 the future with much less confidence. 
 
 Continuous handling of adjustments 
 might seem to have a tendency to 
 create a pessimistic attitude, but I 
 am not at all disposed to be alarmed 
 as to what is to come because of what 
 has occurred during the last twelve 
 months. On the contrary, I believe we are fully jus- 
 tified in feeling somewhat proud over the achievements 
 of the year. 
 
 In any business, difficulties arise from time to time 
 in connection with sales and shipments — misunder- 
 standings occur, and when they do a prompt and 
 proper adjustment is absolutely necessary. Some one, 
 somewhere, made the remark that in business life we 
 expect results and we get consequences. In this de- 
 partment we deal with these consequences; it is our 
 function to come closely into touch with them and our 
 duty to develop them into satisfactory results. 
 
 In fact, the Department of Satisfaction might not be 
 an inappropriate name for this particular division of 
 the work; for we sometimes have to take hold where 
 the salesman has left off — finish what he has started, 
 if because of being over zealous or worse, he has not 
 done his part as he should. We seek to re-establish 
 confidence, that element so essential to every trans- 
 
 action if there is to be a feeling of complete satisfaction 
 on the part of the dealer. Perhaps we cannot rightfully 
 be termed the creators of satisfaction, but at least we 
 are the restorers of it. At the beginning of this year 
 an unusual situation existed, being the aftermath 
 of out-of-the-ordinary selling and 
 shipping conditions of the previous 
 months. Merchants had, or felt they 
 had, cause for complaint, and they 
 told us so, the very thing we wanted 
 them to do, thus opening the way 
 to a frank statement on both sides 
 and thereby ultimately bringing 
 about a mutually satisfactory ad- 
 justment. 
 
 In conducting this adjustment 
 correspondence we have ever kept in 
 mind our well known policy. It is 
 said that policy is the means to an 
 end — it is not the end itself. I have 
 read that conditions make policies 
 and that policies are made to meet 
 conditions. Calumet policies, how- 
 ever, are not made to conform to 
 conditions. All of you know that our 
 policy always and all ways is “For 
 the Dealer.” And this, at the very 
 start, includes the making of the sale. 
 Harriman, the great railroad builder, 
 said, “Many spoil much good work for the lack of a 
 little more.” Don’t let this be true of you, but when 
 you have closed what you consider a good sale, remem- 
 ber the Calumet policy and be sure that you have gone 
 all the way with the dealer, that by no chance have you 
 left any opening for him to get a wrong impression 
 of the deal — make sure that there will be no 
 “Consequences.” 
 
 As we review the year we realize that you men on the 
 road have done your part well. We, on the inside, have 
 tried to help. And because of this working together, 
 this co-operation, Nineteen Twenty One has been a 
 good year. Because of it, also, we are confident that 
 Nineteen Twenty Two will be even better. Therefore, 
 having in mind this splendid feeling of co-operation and 
 good fellowship, this department sends you with the 
 biggest and best feeling of all the years its most hearty 
 wishes for a Merry Christmas and a Happy and Pros- 
 perous New Year. 
 
 E. E. BARNES 
 
 Who findeth a wife findeth a good thing Proverbs 
 

 Second Thoughts 
 
 By E. B. DOTY, Comptroller 
 
 T HERE is an old saying that “Second Thoughts 
 are Best.” That is why someone checks over the 
 orders we receive, why credits are scrutinized, why 
 checks are audited before payment; in fact, why we 
 have an accounting system. 
 
 To one who thinks of accounting 
 as merely keeping a set of books, it 
 would be a revelation to study the 
 accounting system of a big corpora- 
 tion like ours and to see how far out 
 it must reach to acquire the informa- 
 tion we must have before we can 
 satisfy ourselves that our accounts 
 are correct. 
 
 A completed financial transaction 
 is from cash to cash. That is, if 
 you buy something to re-sell it to 
 make a profit, the exact profit is not 
 known until you have paid the ven- 
 dor and your customer has paid you. 
 
 Until you receive your pay, you do 
 not know if you are going to make a 
 profit at all; for if your customer does 
 not pay, the result to you is a loss. 
 
 If he returns the goods or makes 
 some deduction from his payment to 
 which he is not entitled, your profit 
 is reduced accordingly. As you prob- 
 ably have figured on a certain profit, 
 your calculations are thus affected by the “other 
 fellow.” If your purchases were all cash and your sales all 
 C. O. D. — and you sold and delivered every day just 
 what you purchased that day — you would need no 
 books of account, as your cash would tell you just how 
 you stood. But if you wanted to compare today’s 
 purchases (or sales or profits), with yesterday’s — or 
 this week’s with last week’s — you must keep records. 
 Then some customer must have until “tomorrow” to 
 pay, or you buy more than you can sell that day, so 
 you have “Accounts Receivable” and an “Inventory.” 
 
 And so your records and accounts and books grow 
 as your business grows and you find that you have an 
 accounting system which tells you what you business 
 is doing. 
 
 Our accounting system is our “Second Thought.” 
 
 If our sales are less than we 
 thought they would be, it shows on 
 the books; if we are buying too 
 much, it is apparent; if our expenses 
 jump, it points to the reason 
 and if our collections drop off, it tells 
 us where to concentrate our efforts. 
 
 Every transaction is, sooner or 
 later, translated into dollars and 
 cents and put on the books, and all 
 this data flows through the account- 
 ing system — as blood flows through 
 your arteries — and enables Mr. 
 Wright to put his finger on the 
 “pulse” of the business. 
 
 The Calumet accounting system 
 has grown with the business, but this 
 year we have revised it to cover our 
 expanding interests. 
 
 Our aim is — first, accuracy ; second, 
 completeness; third, speed. 
 
 We are going into more detail 
 than ever before, so that we can 
 check every penny of expense to see 
 if it is justified by results. All our payments are 
 checked and audited before the checks are mailed, to in- 
 sure accuracy. Reports that were formerly prepared 
 on the twentieth of the month, are now ready on the 
 tenth. 
 
 We do not claim perfection, but we mean to keep 
 step with the “live-wires” of Calumet and be as near 
 the head of the procession as it is possible for an ac- 
 countant to be. 
 
 Contact with the high-powered Calumet organization 
 supplies all the incentive needed to do our best. 
 
 
 E. B. DOTY 
 
 The Romance of a Great Idea 
 
 Continued from page 16 
 
 product, is made. Calumet folks explain how any 
 housewife can make this test in her own kitchen. Try 
 it out, as I did, when I arrived home after getting this 
 story. An interesting experiment. 
 
 I could mention some mighty interesting facts about 
 the bakery and the laboratory, and how no effort is 
 spared to retain the “Absolutely Pure” slogan. I 
 might even go into details and tell you about the 
 
 delicious biscuits, the savory pies, and the luscious 
 “Angel Food” that awaited me when I concluded my 
 visit with the baker. 
 
 No doubt I should describe all that, but this is a 
 story of The Romance of a Great Idea, and one wherein 
 initiative plays a dominant part. 
 
 All things are simple in their final analysis — are you 
 a person of INITIATIVE? 
 
 Money alone sets all the world in motion Piblilius Syrus 
 
 [ 23 ] 
 
Looking Backward 
 
 By V. I. CHINLUND, Manager Collection Dept. 
 
 W E are all familiar with what happens at a revival 
 meeting: The convert gets up and makes his 
 
 little testimonial — a confession. When “CALU- 
 METERS” get together for a revival the story is quite 
 different. Instead of confessions, quite the contrary , 
 and rightfully so. 
 There aren’t many 
 organizations who 
 can get together 
 today and exchange 
 reminiscences with 
 such pleasure as the 
 Calumet selling 
 organization can. 
 The mere fact that 
 we are bold enough 
 at this time to use 
 the title that you 
 find on the front of 
 this book, is another 
 mark of confidence 
 in the grand organi- 
 zation of which you 
 are a part, and it 
 makes you all the 
 more proud to be a 
 member of an ag- 
 gregation of that 
 kind. 
 
 “Looking Backward” — -That’s a pretty big subject 
 with plenty to talk about, but as a matter of fact it 
 isn’t always so easy to be a historian. Ordinarily a 
 prophet has the easier job of the two, because nobody 
 can prove that your predictions are wrong. Of the 
 two, however, the historian is of far greater value to 
 society. 1921 is now nothing more than a memory, and 
 it’s the “wise boy” who profits by the experience that 
 he should have gained in the more recent past. Each 
 one of us should let our memories and experiences com- 
 bine in making a record — a book, so to speak, and have 
 written therein indelibly those things the repeated 
 reading of which will help to make us better and 
 stronger — stronger mentally, physically and morally. 
 
 We are all united in stating that the year 1921 has 
 been “Some Year.” Every man in the selling organi- 
 zation ought to pat himself on the back for the showing 
 that CALUMET has made in spite of the unusual con- 
 ditions that have prevailed. However, even the “top- 
 notchers” — the 100 pointer — undoubtedly can call to 
 mind instances where a better sale might have been 
 made. There isn’t a man among us who hasn’t made 
 some mistakes, and the thing to do is to PROFIT by 
 those mistakes, and be a better man — a better salesman 
 because of the experience received. 
 
 You salesmen have all received a thorough drilling 
 and all realize the importance of making a “PER- 
 FECT” sale. You will all admit that the order-taker 
 is a man who merely gets the name on the dotted line, 
 but it’s the real salesman who makes a sale that can be 
 called a sale. When you sell a man properly you are 
 co-operating with every department in the business, 
 including the credit department, and a sale is not 
 100% perfect unless made so thoroughly that the cus- 
 tomer REMAINS SOLD. He must stay sold until the 
 shipment arrives — the goods placed on the shelf — dis- 
 posed of — and he must be thoroughly sold up to and 
 including the time when he makes his check in settle- 
 ment of the purchase. It is very apparent that most 
 of you have done your duty pretty thoroughly in that 
 respect, the best evidence of which is the small per- 
 centage of bad debt losses that we have sustained in 
 the past twelve months. 
 
 Let us not make the mistake of permitting the won- 
 derful results attained lead us into a feeling of self- 
 satisfaction. We have every reason for being proud of 
 previous marks, but let us not blunder into a state of 
 complacency — rather let the result of this “Looking 
 Backward” spur us on to even greater efforts — let it 
 be an incentive to a degree of even greater enthusiasm 
 and efficiency — greater efforts, which are bound to 
 result in greater attainments. Let us aim high and 
 shoot straight. Let each one of us say that he is going 
 to be as good in 1922 as the best was in 1921. “Let the 
 record made by the 100 point ‘top-notcher’ in 1921 be 
 the record of the ‘tail-ender’ of 1922.” YOU CAN 
 DO IT! 
 
 W ords are missionaries with which you may explore the 
 realms of tomorrow. They fly into the darkness of the future 
 and return with their message of fortune. 
 
 Awake! The power of words is only equal to the power of 
 thought that promotes them. All words are vain without the brain. 
 
 The success of every business hinges upon the character of the 
 words that constitute the “ points of contact” between the house 
 and its customers and prospects. About 80 per centof these “ points 
 of contact” are made by letter and every one of them makes some 
 kind of an impression — remember that! Also remember that 
 every point of contact is an opportunity to create good will. 
 
 Sigh’d and look’d and sigh’d again -Dryden 
 
 [ 24 ] 
 

 Twenty Years Ago 
 
 By S. C. SHEPPARD, Manager Order Department 
 
 T WENTY years ago the bill clerk and yours truly 
 constituted the order and the record depart- 
 ments. We two, at that time, represented two-sevenths 
 of the entire office force. 
 
 So it is next to impossible for some of us who have 
 been connected with our organization for so long a 
 while to begin “looking backward” without letting our 
 thoughts travel back quite a ways. It is not the good 
 fortune of every man to be connected with a concern 
 like Calumet and it is the privilege of only a very few to 
 have been connected with our up-to-date concern as 
 long as yours truly has. When you pass along from 
 milestone to milestone, and learn from those that you 
 pass on the way, you find a great deal of food for 
 thought. 
 
 The progress made by the Calumet Baking Powder 
 Company can best be illustrated by tracing the expan- 
 sion of each department, and especially of this depart- 
 ment, which, a score of years ago, had for its humble 
 force but two members. It now has over fifty. 
 
 We were at that time located on Michigan Avenue 
 and the entire office consisted of less than half the floor 
 space this department occupies at the present time. 
 
 Viewing our work at that time from our present day 
 standard, it was rather slow and roundabout, although 
 even during that period, our growth went on with such 
 increasing volume that it made each member of the 
 department (both of us) as well as the entire force (the 
 other five) exceedingly busy. 
 
 Twelve to fifteen orders per day was the average and 
 it was the talk of the week when we hit an average of 
 twenty-five — less than one salesman’s sales for one 
 week nowadays. There was no necessity for billing 
 or adding machines or comptometers. Everything was 
 written out “long hand” and sometimes recopied. 
 
 The foundation was laid at that ancient period for 
 our recent activities and we built well. The three main 
 details of the department being the filing of letters and 
 orders, both futures and immediates, the registration of 
 
 orders and the customers’ records. The files were 
 very simple, the divisions but few and we have merely 
 extended the original plan by adding many multiples 
 of the twin division of our 1901 layout. 
 
 This is also true with the registering of the orders and 
 especially the filing 
 of them. We have 
 tried often to im- 
 prove the method, 
 change the system, 
 but we have always 
 reverted to the sim- 
 ple method planned 
 a decade ago. 
 
 Equally as im- 
 portant were the 
 customers’ rec- 
 ords, which not only ! 
 inform us how and 
 when a customer 
 bought last, but the 
 total volume of sales 
 per town, the des- 
 cription of orders. 
 
 Thisrecordprevents 
 the duplication of 
 shipments. 
 
 Looking at the 
 order department 
 
 today, with its fifty or more employees, as they are 
 at their various tasks, one can hardly imagine that 
 it has grown so rapidly. 
 
 Considering that we have not yet covered the United 
 States and being mindful of the possibilities of this 
 country, we can see no limit to the future volume and 
 growth which the order department will be called upon 
 to assume. Quick and efficient delivery of the goods 
 and the completion of the orders taken by the sales 
 department will be our constant aim. 
 
 . C. SHEPPARD 
 
 Calumet Savings and Loan Association 
 
 President A. S. Gardner furnishes figures which indicate 
 that great headway has been made by this Association 
 during the year. More than three hundred members built 
 up a Christmas fund of approximately 320,000, which was 
 distributed on December 15. 
 
 The employes elect their own officers and manage their 
 own finances. The Company sponsors the thrift movement 
 
 by supplying various forms of entertainment monthly and 
 assuming the cost of accounting, auditing, and so on. 
 
 Along with other safe investments, small, short-term loans 
 are made to members. 
 
 The Association showed an average interest of nine per- 
 cent for the year — 1921 rewarded the thrifty. 
 
 The very hairs of your head are all numbered Neu> Testament 
 
 125 ] 
 
I T IS quite important that you 
 know the exact, present condi- 
 tion of the manufacturing and ship- 
 ping end of our business, as well as 
 a clear picture of coming conditions 
 in our big industry. 
 
 Now for a little sensible optim- 
 ism. For years and years we have 
 been running our factory where it 
 required straight steering and good 
 gas, and once in a while we ran out 
 of gas. Necessity in this case was 
 the mother of invention. We sim- 
 ply had to do what every manu- 
 facturer sooner or later has to do — 
 find a way to get sufficient material. 
 We were gasping for breath, trying 
 to get enough material to tide us 
 over a day or two. With the com- 
 pletion of our factory at Joilet, and 
 the opening up of our Calumet Chem- 
 ical Works, we have our first real 
 evidence of progress, evidence for 
 which we have been patiently wait- 
 
 A. B. “PETE” MANNING 
 
 ing, and now, instead of talking im- 
 possibilities, we are talking possi- 
 bilities. Constant study of the pro- 
 duction end of our business has 
 enabled us to lay our doors open to 
 the sales department. Watch us 
 grow! 
 
 When dreams come true is very 
 appropriate at this time. 
 
 Looking backward, the transition 
 seems so easy, compared with what 
 it might have been. It is fine to 
 think that the worst is behind instead 
 of ahead of us. 
 
 This year we have been able to 
 handle a bigger business, and instead 
 of the customary night shifts, have 
 been able to turn out all the powder 
 necessary during the day. 
 
 With the big problems solved, we 
 look for the dawn of a new era in 
 the history of the Calumet Baking 
 Powder Company. Go to it, YE 
 KNIGHTS OF THE GRIP. 
 
 Calumet House Bulletin displayed on boards at all plants 
 We practice what we preach 
 
 The Calumet policy has always been one of protection, 
 whether relating to home office employees, traveling salesmen, 
 or our distributors. It has always been our custom to encourage 
 community building and to protect the interest of the neighbor- 
 hood grocer. 
 
 Following this policy, we have avoided all forms of so-called 
 co-operative buying. For example: We could supply our 
 
 employees with Calumet Baking Powder at cost; but we prefer 
 to have them patronize their grocer, who is just as much a part 
 of our plant as any employee. 
 
 All department heads have been instructed to permit no 
 class of solicitors (from within or from outside) among our 
 employees. This rule applies to making up club subscriptions 
 or club purchases of any and all kinds of merchandise. The 
 only exception will be in special cases, where an old employee, 
 here one year or longer, is entitled to receive some tribute from 
 
 fellow employees, and even on these occasions, before any such 
 movement is started, permission must be secured from the depart- 
 ment head in which this individual has served. 
 
 It is not the purpose of this bulletin to abridge the personal 
 rights of any of our employees, but we do frankly want to dis- 
 courage the promiscuous habit of “club giving.” Under no 
 consideration are employees permitted to present gifts of any kind 
 to their department heads. 
 
 These regulations do not affect the individual rights of 
 anyone, nor are they intended to discourage any exchanges of 
 individual regard or courtesy among the members of our big 
 organization. Instead, it is merely the desire of this Company 
 to protect its employees against impositions of every descrip- 
 tion. 
 
 Superintendent. 
 
 [ 26 ] 
 
Another Calumet Achievement in 1921 
 
 Peter Manning, 1:57%, Was Bred By Our President Mr. W. M. Wright 
 
 Peter Manning, 1:57% — On October 1, at Lexington, Ky., gained the world’s trotting championship 
 
 H ATS off to our chief. Let us join the harness 
 racing world in glorifying his momentous 
 achievement — arise, and spiritually, if not liquidly, 
 drink a toast in his honor. 
 
 Mr. W. M. Wright, the honored president of the 
 Calumet Baking Powder Company, has the distinction 
 of breeding Peter Manning 1:57%, the world’s cham- 
 pion trotter. In Lexington, Kentucky, this fall Peter 
 Manning dethroned Uhlan 1:58 as the fastest trotter 
 ever produced in this or any other country, his record 
 marking the ultimate effort in the trotting speed line. 
 
 Mr. Wright, who thoroughly enjoys the outdoors, 
 has always been a lover of hunting dogs and horses, 
 having bred many fine specimens of both genus at his 
 farm in Lake County, Illinois. Among the mares that 
 he owned was a very fast and highly bred trotter called 
 Glendora G. She evidenced intense speed in her train- 
 ing, but unfortunately went lame and had to be retired 
 from the turf. Knowing her true worth and capability, 
 had she remained sound, Mr. Wright decided to retain 
 her for breeding purposes. In the Spring of 1915 Glen- 
 dora G was stinted to Azoff 2:14%, a young son of the 
 greatest of all trotting progenitors, Peter the Great 
 2:07%, the resulting foal proving this season to be the 
 most sensational trotter of all time. The gelding was 
 named after Peter Manning, who for over thirty years 
 
 has been a faithful employee of the Calumet Company. 
 
 At three years of age, in the hands of Harry Putnam, 
 who trains for Mr. Wright, Peter Manning trotted a 
 mile in 2:06% at Lexington, the time equalling the 
 existing record for trotting geldings of the age. This 
 performance was so highly regarded that Mr. Wright 
 sold the gelding to Irwin W. Gleason of Williamsport, 
 Pa., for the sum of 321,000, it being the largest figure 
 ever received for a three-year-old gelding. 
 
 Last season (1920) Peter Manning was the principal 
 money winning trotter on the Grand Circuit, earning 
 in stakes 325,868 with the noted reinsman, T. W. 
 Murphy, as his driver. The present season was devot- 
 ed to exhibitions, and after a series of miles below 2:00, 
 Peter Manning at Syracuse, N. Y., in late September, 
 equalled the world’s record of Uhlan with a mile in 1 :58. 
 His final triumph came later at Lexington when he 
 achieved the honor of being the world’s unrivaled 
 champion. 
 
 Mr. Wright still owns Glendora G, which mare, 
 through the achievement of her son, is now rated as one 
 of the most valuable brood mares in the world. She 
 was bred to Azoff in July of this year and is expected to 
 foal an own brother or sister to the outstanding cham- 
 pion. Let us hope that the next foal will live up to the 
 family traditions. 
 
 [ 27 ] 
 
«<<<<<<<<<<<<<<<<<<<f {«<«<<;«<«<«««««««««« 
 
 Famous 1921 Cartoons from Sales Sense 
 
 kfei 
 
 luNAOVECTiSt 
 
 i -PRODUCT ' 
 
 WESTBROOK 
 
 HIMSELF 
 
 Fattening the Foe 
 

 Annual 
 
 Outing 
 
 CHICAGO PLANT 
 EMPLOYEES 
 
 Fox River 
 Park 
 
 June 18th 
 
 BLOOMER GIRLS BASEBALL TEAM 
 
:«£<«««<«<«««««« 
 
 The Acid Test 
 
 By UDELL C. YOUNG, Joliet Plant Manager 
 
 I LOOK back now and recall my first day at the 
 Joliet plant and remember seeing the first layout or 
 plan of the property in process of making. On a chilly 
 February morning Dr. Bryan and I found John Davies 
 shivering in a cold and windy passageway, blowing on 
 his fingers and oc- 
 casionally making 
 faint and shaky 
 marks on a sheet of 
 paper; this was the 
 layout. I look back 
 now at that cold Feb- 
 ruary morning and 
 wonder at the many 
 changes that have 
 taken place and the 
 plans and layouts 
 that have material- 
 ized since that morn- 
 ing when we found 
 John under the ic- 
 icles from the water 
 tank. 
 
 First came the 
 days and nights, es- 
 pecially nights, spent 
 udell c. young in mastering all of the 
 
 details of the two 
 plants over which we were at some future time to assume 
 control. There were flow sheets and drawings, reports 
 of the capacities of the machines and the capacities 
 required; yields per ton of material fed in at this and 
 that point in the process; there were the details of all 
 the departments in both plants where this step in the 
 process started and ended and the reason for each 
 procedure; why brass was used here and lead there 
 and acid proof brick work some place else. 
 
 All of these details were transferred either to reports 
 or stored away for future reference in the form of dia- 
 gramatic sketches of the plant and process. 
 
 At the same time, work was started on a fire protec- 
 tion system, consisting of water reservoir, high pressure 
 pump, water mains and fire houses. The lines feeding 
 one section of the plant had to be laid under ground, 
 and here we struck our first difficulty — every foot had 
 to be drilled and blasted, with buildings in which 
 manufacturing operations were being conducted not 
 twenty feet away. For several weeks it sounded as 
 though we were digging a subway, but it was finally 
 finished much to the relief of everyone. This was our 
 first construction work. After getting all the details of 
 the two plants as they were operating at the time we 
 came, we started planning on paper the changes neces- 
 sary to increase their capacities to meet the require- 
 
 ments of both our Chicago and East St. Louis plants. 
 We incorporated in these plans labor saving machinery 
 and machinery which would ultimately assist us in 
 producing a product of higher quality than could be 
 purchased from any manufacturer producing the same 
 products as those we made at Joliet. In planning these 
 increases and changes we had to keep always before 
 us the fact that the manufacturing must continue 
 while these changes were being made. 
 
 Then came the ordering of machinery, some from 
 the West Coast, some from New York, some from 
 Michigan; then the buildings to house it had to be 
 designed and built and buildings in operation had to 
 be changed to provide for the increase in capacity. 
 
 About this time we also started to build an organi- 
 zation which would step in when the old company 
 stepped out. For this organization, we went to all 
 parts of the country. A man from North Carolina, 
 another from Utah, one from Missouri and another 
 from Illinois. Great credit must be given them for the 
 asssistance and earnest endeavor which they have 
 made in their individual lines of work and subsequent 
 operation. They have at all times shown a desire to 
 co-operate and work together as a successful organiza- 
 tion rather than individuals, and to this fact we owe 
 the smoothness with which the change in operating 
 took place September 1st. 
 
 We organized an engineering department that de- 
 signed every new building, changes in the old ones and 
 the installation of all- machinery. All other construc- 
 tion work in Joliet was at a standstill throughout the 
 year due to a lockout of the building trades; but never- 
 theless in one instance we let a contract for brick work 
 and the contractor lasted just two hours; after that 
 we did our own designing and construction. This was 
 just one of the obstacles we faced during our construc- 
 tion period. 
 
 September 1st was the date for the transfer of man- 
 agement. Prior to that time contracts had to be let 
 for raw materials, and shipments started in order 
 to arrive on time for the “switchover” and permit of 
 no interruption in the production. When one con- 
 siders that we have approximately twenty different 
 raw materials coming in, it will be understood why this 
 is mentioned as one of the features co-incident with the 
 transfer of September 1st. 
 
 The Joliet plant gives us the absolute assurance of 
 an adequate supply for Calumet requirements, lack of 
 which has on several occasions curtailed its production. 
 
 We will not be satisfied until these are more uniform 
 and higher grade materials in every single respect than 
 any in the country, products beyond duplication and 
 which will further increase, if possible, the merits of 
 the finished product — Calumet Baking Powder. 
 
 I will neither yield to the song of the siren nor the voice of the hyena, 
 the tears of the crocodile nor the howling of the wolf— Chapman. 
 
 [ 30 ] 
 
>>>>>>>>>>>>>>>«>>> 
 
 Preparedness 
 
 By J. R. DAVIES, Assistant Manager and Chemist, Joliet Plant 
 
 T HE problems which were presented to us when we 
 reached the Joliet plants, of which we were later 
 to assume control, on the second day of February, 1921, 
 were to master the details of the theory and principles 
 of the chemistry and the mechanical phases of the 
 processes, and to increase the output of the plants to 
 take care of the requirements of the branches of the 
 Calumet Baking Powder Company. 
 
 During the first three months the first problem 
 took up the greater portion of our time, for the weather 
 did not permit construction work. We gleaned in- 
 formation as to the chemistry involved in the processes 
 from the technical men on the staff of the former 
 owner, and delved into the innermost portions of the 
 plants familiarizing ourselves with the operations. 
 We, whose duty was later to be that of operating, 
 spent weeks in the chemical laboratories, performing 
 the duties of the chemists in charge. By this intimate 
 association with the works we became familiar with all 
 of the possibilities and ensuing changes in the opera- 
 tions, and the reasons therefor. This information with 
 that obtained from our flow sheets and capacity re- 
 ports gave us the foundation for the successful opera- 
 tion of the plants. 
 
 At the same time we were planning and building on 
 paper the additions and changes in buildings and 
 equipment necessary to give us the increase in produc- 
 tion required — in one case 300 per cent increase. We 
 soon ordered the necessary material and machinery for 
 these changes, which were later effected. 
 
 We were always working toward the perfection of 
 the organization which was later to assume control of 
 the plants. As the need in our staff of technical men 
 was felt, it was taken care of by the addition of capable 
 and experienced specialists. From the men in the 
 plants we were carefully picking and choosing those 
 whom we decided would fit in with our scheme of 
 operating the plants. 
 
 Months prior to our taking over the plants research 
 work on several steps of the processes had been started, 
 with the end in view of improving the quality as well 
 as quantity of the finished material. A new research 
 laboratory equipped not only with the necessary ana- 
 lytical apparatus, but with plant machinery built to 
 laboratory scale was completed by September first. 
 In this all problems relative to the improvement of the 
 material, and those necessarily arising in plant opera- 
 
 tions were attacked, leaving our other laboratories free 
 for control work. 
 
 For our products many raw materials are necessary. 
 Decisions as to the particular material which we were 
 to purchase, and contracts for the same, required much 
 thought and time. When we took possession of the 
 plants on September 
 first operations went 
 along without a hitch 
 due to our splendid 
 organization, although 
 for three days prior 
 to that date both 
 plants had been 
 down. 
 
 During the months 
 preceding, new build- 
 ings were being 
 erected and new, 
 modern and efficient 
 labor saving machin- 
 ery was being in- 
 stalled in them. We 
 were also replacing 
 the old equipment 
 with that which 
 would guarantee re- 
 quired products; this 
 being done while the plants were operating. 
 
 Shortly after September first we moved into our new 
 office building, the first of the additions completed. 
 Gradually the other buildings were finished and oc- 
 cupied, and all of our interior changes made. 
 
 Immediately on acquiring control we remodeled 
 both chemical laboratories so that more efficient chem- 
 ical control could be exercised. The watchfulness and 
 supervision of our staff of competent chemists in these 
 laboratories guarantee the high quality of our 
 products. 
 
 Through our chemical and mechanical research de- 
 partments we have been enabled to improve the quality 
 of both products. 
 
 We are now operating one of the two S. A. S. plants, 
 and one of the largest calcium acid phosphate plants, 
 in the country, easily supplying our two baking powder 
 factories with their full requirements. We arc doing 
 this with products of more uniform quality and greater 
 purity than Calumet is able to obtain elsewhere. 
 
 J. R. DAVIES 
 
 He is the greatest artist who has embodied , in the sum of his 
 works, the greatest number of the greatest ideas. Ruskin 
 
 [ 31 ] 
 
R. G. DAVIE 
 
 A S one sits at his desk thinking 
 over the battles of 1921, one 
 can picture a procession of 
 Calumet Indians marching home 
 victorious, having won the fights of 
 their lives. 
 
 The real red 
 blooded, hon- 
 est to goodness 
 salesman has 
 this year come 
 back into his 
 own and 
 have all 
 joyed winning. 
 
 We all sympa- 
 thize with the 
 near salesman 
 and order taker 
 who has been 
 forced out of 
 the ranks be- 
 cause of his ex- 
 cuses for the 
 lack of orders. 
 
 1921 has re- 
 warded fighters ! 
 
 It was not 
 the salesman 
 alone, neither 
 was it the prod- 
 uct by itself, 
 but the man 
 power co-operation of our wonder- 
 ful organization that has made it 
 possible for Calumet to do the al- 
 most impossible: Passed all sales 
 
 records of years gone by! 
 
 I feel confident (and justly proud) 
 
 in stating that during 1921 Calumet 
 Baking Powder Company stood 
 alone in its gain in sales record, not 
 equaled by any manufacturer of a 
 food specialty in this good old 
 United States. 
 
 The“Best By 
 Test” Calumet 
 with the help 
 of the greatest 
 and classiest 
 advertising 
 campaign, has 
 made it possi- 
 ble for our 
 Texas Rangers 
 (un-e q u a 1 e d 
 sales force) to 
 deliver over 
 32,000,000 
 worth of Calu- 
 met in the Lone 
 Star State dur- 
 ing 1921. Bet 
 your last dime 
 on our Texas 
 Rangers in 
 1922. We will 
 get that 32,- 
 500,000. This 
 year we sur- 
 prised the 
 world by get- 
 ting the two million. 
 
 “To the dealer through the job- 
 ber” policy has won us the loyal 
 support of practically every jobber 
 and their live wire salesmen who 
 believe in Calumet, giving us 100%. 
 
 THE TEXANS’ LAMENT 
 
 We’ve been in a race — 
 We know it 
 And lost first place — 
 We know it 
 
 But we made them step 
 And use extra pep 
 While making a rep — 
 How they flew. 
 
 They’ve been in a race — 
 They know it 
 And won first place — 
 
 Do they know it? (they do) 
 We’ll make no complaint, 
 We’re not through, we aint; 
 We’ll make them all faint — 
 Next year! 
 
 J. T. BURNETT 
 
 G. H. MANVILLE 
 
 [32 
 

 Okla— Mo— Kan. Tribute 
 
 By W. B. HAYES, Division Sales Manager 
 
 L L, LEWIS 
 
 M. E. FAULKNER 
 
 W HILE other divisions may 
 boast of their having great 
 merchandisers or selling 
 organizations, I doubt if there are 
 any that will measure up to the 
 “show me” policy' adopted by the 
 buyers in the State of Missouri 
 during the vear 
 1921. 
 
 I attribute a 
 great deal of 
 the Calumet 
 popularity in 
 Missouri this 
 year to the co- 
 operative ad- 
 vertising deals. 
 
 Buyers insisted 
 on knowing ex- 
 actly what they 
 were buying. 
 
 They did, so 
 to speak, con- 
 siderable shop- 
 ping during this 
 memorable 
 year and the 
 fact that the 
 bulk of our 
 deals called for 
 the co-opera- 
 tive advertising 
 
 proves the soundness of their judg- 
 ment. 
 
 In the State noted for its 
 inimitable cyclones Calumet sales 
 have reached new high levels that 
 will require strenuous efforts to be 
 beaten in future years. 
 
 Having been 
 in every sec- 
 tion of this 
 district I am 
 in a position 
 to say author- 
 itatively that 
 Calumet’s 
 prestige and 
 popularity are 
 rapidly grow- 
 ing. The “Mil- 
 lion A Year” 
 slogan for the 
 State of Mis- 
 souri is the 
 mark that we 
 are shooting 
 at. 
 
 Show you? 
 Sure I will. 
 Success comes 
 in cans— greater 
 success comes 
 in Kansas. 
 
 W. B. HAYES 
 
Kentucky Rewards Fighters 
 
 By C. C. STONE, District Sales Manager 
 
 M. C. BUTLER 
 
 A. H. CAMPBELL 
 
 E. L. HIGGINBOTHAM 
 
 F OR many years I have had the pleasure of being 
 one of the great Calumet sales organization, and I 
 am glad to have this opportunity to express the pride 
 I have had this year in trying to help our sales mana- 
 gers build a record that will stand high 
 above any ever made in the past. Last 
 year through our Unconventional Con- 
 vention, we received high praise and 
 appreciation from our President, Sec- 
 retary, Treasurer and Sales Manager 
 which were pleasing to all of us. At 
 that convention we adopted the slogan 
 1921 will reward fighters. 
 
 Knowing conditions, I realized the 
 value of this slogan, so at our January 
 school, I insisted that every salesman 
 in my division adopt this slogan and 
 begin to fight. So I have the pleasure 
 of reporting the result. Kentucky sold 
 seven carloads more to the jobber this 
 year than last. Fighter D. J. Curry, 
 
 North Central, Ky., won first national 
 prize on distribution. Second national 
 prize on advertising contest. Mr. O. 
 
 Napier has convinced the merchants in 
 western Kentucky that our policy is 
 for the dealer and has made a wonderful increase in 
 his territory. Mr. A. Dalsheimer, eastern Kentucky, 
 
 has made his quota which was no small one. Mr. 
 T. J. Tackett, M. C. Butler and C. C. Harris have also 
 made good records. 
 
 In my individual territory, which consists of Louis- 
 ville and Jefferson counties, the sale 
 of Calumet has made a nice increase. 
 I have sold several carloads to the 
 jobbers, besides have built up retail 
 sales this year from 3 to 10 barrel 
 contract buyers. 
 
 We all feel proud that we have put 
 forth our effort and can come in with 
 above report. Mr. Engle, our Sales 
 Manager, has been right with us at all 
 times and we want to express our ap- 
 preciation of his loyal help, also the 
 advertising and sales promotion de- 
 partment. I can add that Calumet 
 Baking Powder Company does not 
 only have “for the dealer” policy, but 
 “for the salesman” policy as well. I am 
 glad to be one of this live, up-to-the- 
 minute organization, and will go out 
 January 1st full of enthusiasm to make 
 1922 another record breaker. 
 
 Wishing every salesman and his line a Happy and 
 Prosperous New Year. 
 
 C. C. STONE 
 
 O. NAPIER 
 
 C. C. HARRIS 
 
 D. J. CURRY 
 
 T. J. TACKETT 
 
 JOHN S. FERGUSON 
 
 [ 34 ] 
 

 The Gold Coast Champions 
 
 By W. R. HADLEY, Sales Manager 
 
 PAUL S. CROSS 
 
 G. A ROBERTS 
 
 J. E. SANDERS 
 
 T HE year just ending has 
 been a good year with 
 us. It has proven the cer- 
 tainty of results of team work. 
 I want to thank every sales- 
 man in the Pacific Coast 
 Division for the efforts he 
 has made during 1921 — par- 
 ticularly those who have 
 taken such special interest in 
 their work that they have in- 
 creased the volume of their 
 sales — 
 although I 
 recognize 
 that some- 
 times a 
 salesman 
 who merely 
 holds his 
 ownismeet- 
 i n g and 
 overcom- 
 ing circum- 
 stances and 
 conditions 
 which do 
 not con- 
 front 
 others. 
 
 I expect 
 the Pacific 
 Coast Divi- 
 sionstotake 
 high honors 
 for the year, and I will be 
 disappointed if we don’t win 
 the great Sweepstakes Handi- 
 cap with the Bell car No. 1. 
 Like the bell cow, it is up to 
 us to lead the way. Our 
 motto today is “Excuse our 
 dust.” 
 
 Our wonderful record has 
 been accomplished by a com- 
 bination of individual effort 
 and initiative. I am glad our 
 organization is not a ma- 
 chine. I prefer a force of 
 salesmen who can and do 
 think for themselves and for 
 the company. Automats, 
 parrot-talkers and the rest of 
 the varieties of so-called sales 
 men who lack resourceful- 
 ness, have no place in the 
 Calumet organization. 
 
 The men who have made 
 the best records this year are 
 the ones who carry out the 
 rules of the company, show 
 an appreciation of the home 
 office, and realize that they 
 cannot be successful without 
 working hand in hand with 
 the house. It is this spirit of 
 “One for all and all for one” 
 that has kept the Gold Coast 
 car in the lead. We realize 
 that the 
 race was 
 not for any 
 one man, 
 but for all 
 of us— K.K. 
 Bell boost- 
 ing for our 
 success. 
 
 Keeping 
 the biggest 
 factory in 
 the world 
 going this 
 year, we 
 have neces- 
 sarily "kept 
 ourselves 
 going. The 
 one thing 
 that strikes 
 me just 
 now, as the 
 highest quality to be found 
 in any lot of salesmen is the 
 pride the salesmen in this 
 division have taken in them- 
 selves and their records. 
 
 All of us realize that 
 Calumet has a mighty good 
 reputation and that it is up 
 to each of us to maintain 
 the company’s reputation 
 by conducting ourselves as 
 self-respecting men. Good 
 business grows with a good 
 reputation. 1922 is going to 
 be a bigger and better year 
 than the one just closing. It 
 is simply a proposition of 
 keeping up our fences and 
 staying in close touch with 
 our customers and showing 
 them how we can best serve 
 them and their interests. 
 
 W. R. HADLEY 
 
 S. NORVELL 
 
 M. L. JOHNSON 
 

 Hobbies vs. Fads 
 
 By FLOYD K. WILLSON, Division Sales Manager 
 
 JOHN MONTGOMERY 
 
 O LD Dan Webster says a hobby is “one’s favorite 
 pursuit” — a fad is “a passing fancy.” At the end of 
 1920 I was stopped with a bang and forced to see that fads 
 were no more. 
 
 When I read my New Year’s mail “1921 Will Reward Fighters,” I 
 took stock and said to myself, “Old Floyd K. Willson, get busy and dig 
 up the good old hobby that helped to win Warren Wright’s $1000.00 
 advertising trophy.” I wasn’t “nutty” enough to think that the fad 
 of taking orders could last always, but realized that the hobby of helping 
 the other fellow over the hill was sure to come in handy during 1921. 
 
 With big stocks of Calumet in every store and every one “hollering” 
 his head off about the “slump” I took a peep in memory’s archives and 
 the first helpful thing I found was old man “Co-operative Advertising 
 Deal.” 
 
 I got out the old tablet deal and rehearsed the talk; took a good look at 
 “Twenty Lessons in Domestic Science,” studied the wonderful designs 
 and talking points on K. R. and Calendar deals, then got out the 
 Beaver Kraft bags and said to myself: “Boy! oh boy! if you can’t 
 
 help the grocer, God pity the guy who just has goods to sell and ain’t 
 even in the habit of doing that.” 
 
 No use talking, fellers, a man who can’t sell his quota with all the 
 help Calumet gives, is an “also ran” and soon fades away when he gets 
 in fast company. When all is said and done I won because I knew how 
 to help my customers sell “Best by Test” baking powder. When you 
 can help the “feller” who needs a friend, you can bet your last dollar 
 you will get his attention. Always remember, attention means oppor- 
 tunity and then it’s up to you to prove how well you know your business. 
 My policy is, “Make the test first, last and all the time — and let the 
 advertising deals work while you are gone.” In Atlanta our com- 
 petitors “read ’em and weep.” 
 
 I make a special effort to see every customer in every town, regardless 
 of how big or how small. I sell the grocer who sells the housewife, the 
 baker who bakes my daily bread, the cafe or hotel who gets a share of my 
 expense money, the railroad that takes my ticket, and the hospital that 
 makes me well, and ship ’em all through the jobbers that help me boost. 
 
 [36j 
 

 The Ark.-Tenn. Line Up 
 
 By C. C. PARKS, Division Sales Manager 
 
 JACK SPRAGUE 
 
 BRUCE MABREY 
 
 T HE Arkansas-Tennessee Division represents only 
 a cog in the world’s greatest selling organization. 
 There are three reasons why we are classed as the 
 greatest selling organization. 1st: We are by far the 
 largest manufacturers of Baking Powder. 2nd: We 
 
 manufacture the very best Baking Powder known to 
 science. 3rd: The wonderful co-operation given the 
 
 salesmen from the home office in the way of newspaper 
 advertising, division schools and etc. Our salesmen 
 have the advantage of our competitors before we open 
 
 C. C. PARKS 
 
 our sample case. In fact we have no competitors that 
 can not be subdued. Self rising flour is our only 
 competitor in the South today. We are proud to say 
 that we have gone through 1921 and can boast of an 
 increase. Getting down to the mechanism of our entry, 
 we have some real Hundred Point Salesmen in our 
 division. 
 
 Each one of them started out the first of the year 
 charged full of enthusiasm and pep and retained it 
 throughout the year. Our record was made by good 
 team play, every man working for but one result — 
 Success. A reference to the list of prize winners will 
 show that we have carried off some of the high score 
 trophies. Jack Sprague, who is one of the leaders on 
 shipped business this year, is a top notcher. Frank 
 Williams’ work in South Arkansas has been very con- 
 sistent. Bruce Mabrey of Jonesboro territory is also 
 some fighter and has enjoyed a nice business. N. L. 
 Richardson gained a reputation as a “Ten Pound” 
 man and is now taking care of Ft. Smith territory. 
 Max Baird is a clever salesman and has put it over in 
 grand style in Knoxville this year. 
 
 In conclusion I wish to state that we have scored a 
 victory for Calumet in our division through 1921, 
 and we promise a still faster clip for the coming year. 
 
 W. R WILLIAMS 
 
 MAX BAIRD 
 
 JOSEPH EZZELL 
 
 [ 37 ] 
 
cs«««c<<«««<« -x- <<<<<<<<<<<<<<<<<<<<<<<<<<«<<<<<* 
 
 Pep that Pays 
 
 By GEO. BLACK Division Sales Manager 
 
 W. B. HERRICK 
 
 W. A. LIPSCOMB 
 
 T HERE’S NO USE “BEATING THE DEVIL 
 AROUND THE BUSH” ABOUT THINGS LOOK- 
 ING PALE AND DYSPEPTIC “DOWN SOUTH” ON 
 JANUARY, 1921. 
 
 War contracts and export trade had built a gigantic 
 artificial demand for cotton, coal, iron and southern prod- 
 ucts of every kind. As a result, everyone revelled in 
 wealth and followed prosperity’s flay until cancellations 
 began to roll in after the world war had ceased. 
 
 No territory was more forcibly reminded of its extrava- 
 gance and waste than the southern states. Steel mills 
 
 GEO. A. BLACK 
 
 closed, cotton mills ceased to operate; all industries were 
 affected due to lack of demand. As a natural consequence 
 cotton and other raw products became a liability rather 
 than an asset. 
 
 In the face of such conditions it was up to every real man 
 to get down to brass tacks and put a shoulder to the wheel, 
 else the calamity howlers would ruin the country. Realiz- 
 ing my predicament I took advantage of man’s greatest 
 assets, Pep, Persistence, Preseverance and a Tenacity of 
 Purpose to help the man who was temporarily panic 
 stricken and afraid. There is nothing like courage when 
 everyone says things are on the toboggan. 
 
 Backed by a house that never faltered or laid off a man 
 when orders- rallied in beyond the factory’s capacity, en- 
 couraged by the knowledge that red blooded Americans 
 were at the helm of our business, realizing that Uncle Sam 
 would strike a balance, and feeling sure that America would 
 soon catch the step, I went out to win with the fighters of 
 1921. My reward has been very encouraging and I will 
 always feel grateful to good fortune that enabled me to 
 obtain a position with CALUMET. 
 
 With pride I extend my sincere thanks to the boys in the 
 division who helped me to show an exceptional increase 
 in business, regardless of the dark predictions for 1921. 
 
 J. M. McGHEE 
 
 R. B. BAUGUSS 
 
 J. J. DILLENKOFFER 
 
 [ 38 ] 
 

 Over the Top— by a Noted Fighter 
 
 BUD BLACK, Division Sales Manager 
 
 A LL over the United States 1921 has been a fighting 
 year and the battle ground is strewn with the foe, 
 the order taker, and the hurriedly prepared mediocre 
 quality merchandise placed on the merchants’ shelves to be 
 at once forgotten by the manufacturer and left as a fond 
 token of the good time gone by. I say foe, because they 
 both created the distrust with the merchant against the 
 
 BUD BLACK 
 
 real salesman and the real merchandise such as you and 
 I have placed before him, CALUMET. 
 
 Throughout the year you all faced a chaotic condition, a 
 skepticism in the merchant’s mind, a thought of the past, 
 not of the future, and you have nobly overcome them. 
 
 We, in Oregon and Washington, met this our own way 
 and then stood with our back to the wall with a product new 
 to the Northwest, CALUMET. 
 
 Men, with the ammunition and the powder furnished by 
 the most wonderful organization in the world, can we shoot 
 it? I’ll say we can. From the salesmen of Oregon and 
 Washington comes the word, “ CALUMET , we are here ” 
 and we’ll fight ’em harder in ’22. 
 
 R. T. CAFFREY 
 
 R. D. ELLER 
 
 SII) STINE 
 
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 Northwestern Notes 
 
 By H. F. DAVEY, Division Sales Manager 
 
 H. F. DAVEY 
 
 N INETEEN TWENTY-ONE Rewarded Fighters, 
 routed the pessimists and justified Calumet’s policy 
 of no retrenchment in their advertising campaign. 
 Relegated to the discard private brands, off brands, 
 grab bags in general. 
 
 Earned the endorsement of the National Retail 
 Grocers Association, which will live for years. Made 
 Thanksgiving a real one by giving us the wonderful 
 progress of the Disarmament Conference which, fol- 
 lowed by a Financial Conference of all nations, will put 
 the world back on a more stable basis. 
 
 As Marshall Foch said during his visit to Minneapolis 
 last week, “Let us forget the past and build confidently 
 for the future.” 1922 will reward the doer, not the 
 reviewer. 
 
 The Northwest is planning to go over the top big 
 in 1922. This section has overthrown the Nonpartisan 
 League which has practically destroyed the credit of 
 an entire state and was encroaching on two others. 
 
 The Government program of financing the farmers 
 has given them the confidence to look forward eagerly 
 for 1922. 
 
 Two of our greatest helps the coming year to get and 
 protect business, I believe, will be the portfolios on Mail- 
 order, Misrepresentation, Trusts, Government, Alum 
 and Price Cutting and our active co-operation with the 
 Reinstatement Department. This department saved 
 practically $1,400.00 business in one month for the 
 writer. 
 
 Best wishes and good luck in 1922. 
 

 Getting Ahead 
 
 By F. J. WICKENBERG, Division Sales Manager 
 
 F. J. WICKENBERG 
 
 1 STARTED to work Wisconsin in January, 1921. 
 
 I made up my mind to make 1921 my biggest and 
 the best year with the Calumet Baking Powder Com- 
 pany. I had self-confidence and was determined to 
 overcome the business conditions. I made up my 
 mind to use my testing case and to sell advertising 
 and contract deals. 
 
 To create demand for Calumet Baking Powder with 
 every dealer I had to work six full days each week and 
 show the dealers how to sell and push Calumet Baking 
 Powder by using our Co-operative Advertising Deals. 
 
 I knew that I had the best baking powder proposition 
 
 in the world to offer to the dealer who cares, and the 
 largest concern in the world back of me and it was up 
 to me to go out and sell the dealers Plant , Product and 
 Policy. 
 
 Reviewing my sales for 11 x /i months of 1921 I find 
 that I have made a fine increase in my sales — 51 per 
 cent over my sales for 1920. 
 
 Boys, you can all do the same as I have done if you 
 will get out and work six full days each week and make 
 up your mind that you are going to increase your value 
 to your house, your customers and yourself. Then go 
 out and step on the gas and give ’em H . 
 
 II. C. HIRER 
 
 Calumet Junior Sales Club 
 
 That the 1921 “go get ’em” spirit permeated every branch of the Calumet institution is shown in the 
 progress made by the Calumet Junior Sales Club — a preparatory school for coming hundred-pointers. 
 
 The club shows an enrollment of fifty young men from the office, all with ambition to become 
 Calumet salesmen some day. At monthly meetings, they are addressed by members of the sales 
 force. Debates and contests enliven the proceedings. Edison’s questionnaire, “ What Function 
 Does Baking Powder Perform?” probably created more interest than any other contest. 
 
 The winners were M. B. Burbach of the Order Department, John B. Kritzer, Adjustment Depart- 
 ment, and O. W. Weber, Sales Department. Those whose answers entitle them to honorable mention 
 were: L. E. Guldager, Map Division, J. W. Westbrook, Cartoonist, and A. B. Cooke, Correspondent. 
 
 The plan of developing salesmen in our own institution has proven a success. 
 
 [ 41 ] 
 
Michigan Methods 
 
 By W. E. KROEGER, Division Sales Manager 
 
 HARRY H. KIDD 
 
 G. M. DAILEY 
 
 W E are proud to be members of the greatest sales 
 organization in the world. We have also a right 
 to be proud of our 1921 record as we have again gone 
 over the top in both volume and distribution. Every 
 territory has shown a nice increase in business and 
 every man has been on his toes since the word “Go” 
 last January, determined to make 1921 the biggest 
 year in the history of the company. 
 
 T. J. O’SHEA 
 
 The aggressive advertising campaign and the co- 
 operative sales have made it possible for us to give 
 Calumet the big boost in Michigan and has made 
 hundreds of new customers and new deal buyers for us. 
 
 We have never enjoyed the co-operation given us by 
 the jobbers as we have in the past year, which accounts 
 for the large increase in straight and pool cars shipped 
 into this state. 
 
 Calumet also shows a wonderful increase in popu- 
 larity with the five and ten pound trade. 
 
 1921 was the biggest and best to date. We are going 
 to make 1922 bigger still. 
 
 [ 42 ] 
 
 E. G. HULL 
 
Pastries More Profitable than Bread 
 
 By CLEVE CARNEY, Our Master Baker 
 
 L. E. GOODBODY 
 
 H. E. HAM 
 
 T HE cake baking industry has developed to such a 
 large extent during the past few years, and is still 
 expanding at such a rate as to make it one of the most 
 attractive lines of business in the country today. 
 
 There was a time when more profits could be de- 
 rived from bread than from cakes, on account of the 
 limited sale of “commercial cake” among the public, 
 but now the price of bread is calculated on such a close 
 margin of profit, and there is such little variation of 
 standard of bread, that it is only through a very large 
 volume of business that any great amount of money 
 can be made. 
 
 CLEVE CARNEY 
 
 On the other hand, the public is coming more and 
 more to eat good baker’s cake, and the unlimited var- 
 ieties which it is possible for the baker to turn out gives 
 opportunity for obtaining a good price and a fair 
 profit. It is highly important to bake a cake of the 
 best quality. 
 
 Now the question is: What is good cake? A good 
 cake is a combination of good materials properly 
 mixed and thoroughly baked at a proper heat, possess- 
 ing a good appearance and tempting tasting quality. 
 Good cake depends entirely upon the care used in 
 selecting the materials and proper mixing and baking. 
 The material for cakes must be selected as carefully 
 and on as truly a scientific basis as selecting material 
 for any other food. 
 
 One of the most essential ingredients is good baking 
 powder, a powder that is uniform and retains its 
 strength until the cake is put in the oven, which is the 
 proper time for it to “give off its gas.” 
 
 CALUMET RAISES THE CAKES SO THE 
 PUBLIC FALLS FOR THEM! 
 
 G O. RATLIFF 
 
 [ 43 ] 
 
Two Sunshine Specials 
 
 Swift’s Sunny South Survey 
 
 By BILLY-HIMSELF 
 
 T HE problem confronting my “slant” was not the 
 ordinary one of trying to take it away from a 
 competitor and putting it in our pocket, but a case of 
 getting the merchant to sell baking powder, not Calu- 
 met necessarily, but to cut out self rising flour and use 
 plain flour and 
 good baking 
 powder. 
 
 The first trip 
 over was dis- 
 couraging as 
 they kept ask- 
 ing, “What will 
 I do with the 
 powder after I 
 get it?” Well, 
 the situation 
 did not need a 
 wonderful 
 salesman but 
 “Honest to 
 God” mission- 
 ary work, such 
 as Test Talk 
 and Tack to 
 thoroughly 
 convince the 
 buyer that 
 plain flour and 
 good baking 
 powder was the 
 best for health. 
 
 The second trip over was a repetition of the first, 
 with this exception, the trade heard nothing but plain 
 flour and Calumet Baking Powder. 
 
 Our apparently disinterested talk about plain flour 
 and baking powder with convincing articles to prove 
 our statements on first trip had caused them to talk 
 those ideas to their customers and my business was 
 much better the second trip than the first, but Oh! 
 Boy! on the third trip — then I began to get dividends 
 and secured nice orders and I can safely say that 
 Florida is “carrying on” just like a real state and the 
 letters received from my Sales Manager J. C. L. of 
 late makes me sure that he is pleased with the results 
 and is satisfied with the progress made, but I hereby 
 go on record as saying that I am not satisfied, but 
 certainly pleased and will keep everlastingly at it ’til 
 self rising flour is a back number. 
 
 The pleasure of winning a hard battle is well known 
 to all of you. 
 
 Merry Christmas and Happy New Year. 
 
 The 1921 Slogan O. K. 
 
 By W. E. WISEHART, Division Sales Manager 
 
 W E entered this year with jobbers’ stocks heavier 
 than usual, complaints being made every day to 
 our brokers for relief of stock that they did not want to 
 show on their inventory as being excesses. In several 
 of the high-class residential, thickly-populated districts, 
 
 the merchants 
 reported that 
 Calumet was 
 not selling. In 
 all, the future 
 prospect 
 looked exceed- 
 i n gly dark. 
 The slogan 
 that you sent, 
 “1921 Will Re- 
 ward Fighters,” 
 told the story 
 in a few words 
 of what was 
 needed to ac- 
 complish the 
 required re- 
 sults. 
 
 T With a firm 
 determination 
 to make the 
 Calumet busi- 
 ness show up 
 in keeping with 
 reports that 
 were emanating from this glorious Southland that we 
 were the white spot on the map of this country where 
 business was the brightest and cries of calamity the 
 least, I called a meeting of the salesmen for this 
 division and we started out to convince you that your 
 slogan for 1921 was well put. 
 
 The weak spots that I often thought needed house- 
 to-house demonstration have shown up fairly well 
 through the co-operation of the merchants in that 
 territory, who were convinced that our elaborate pub- 
 licity would be continued, and every effort on our 
 part would be made to help them on a quick turn-over 
 of Calumet. 
 
 In as much as 1920 was a buyers’ year against 1921 
 starting out as a sellers’ or salesman’s acid test year, I 
 am forced to reiterate that your slogan was well put. 
 
 The potentialities of English are as immeasurable as the blue ex- 
 panse above. The limitations are in YOU. Opportunities are 
 rotting at your very door because you are not equal to the occasion. 
 
 [ 44 ] 
 
>>>>>>>>>>>>>>>>>; 
 
 The “Upper Ten” Club 
 
 Ohio Goes Over the Top 
 
 W. L. WILSON 
 District Manager 
 
 Just as the hardy 
 pioneers maintained 
 outposts on the 
 American frontier, 
 so W. L. Wilson and 
 his Ohio Buckeyes 
 are manning the 
 Calumet outposts. 
 This is the “Baby 
 Division”, but des- 
 tined to sit high in 
 Calumet councils. 
 “Watch Us Grow” 
 is their slogan. 
 
 DALSHF.IMER 
 
 Colorado Minute-Men Make New Altitude Records 
 
 J. L. CARADINE 
 
 In mountain climbing, there are two 
 interests that grip and fascinate you. 
 The one is your objective ahead and 
 above you. The other rewarding 
 factor is the ever widening and ever 
 expanding panorama that spreads 
 itself at your feet. 
 
 In scaling any height, it is only natural 
 to stop at intervals to look backward 
 at the trail, as well as up and on. In 
 this way, the Intermountain “Speed 
 Boys” have carried the Calumet stand- 
 ard to dizzy heights. 
 
 Three Husky Corn Huskers Who Brought Home the Bacon 
 
 Back in ’49, Nebraska, through the 
 Overland Trail, became the connecting 
 link between East and West. Today, 
 Nebraska connects the “Calumet East” 
 with the “Calumet West”. It is served 
 by three “Hundred-Pointers”, whose 
 record is in keeping with the progress 
 made by this wonderful state. 
 
 Nebraska is a solid Calumet state, and 
 to these three “Hundred-Pointers” 
 belong the honors. 
 
 L. C. WILSON 
 
 [ 45 ] 
 
F. N. DANFORTH 
 
 EMIL F. CHOCOL 
 
 T OWARD the windup of the year 1920 conditions in almost every 
 line were changing. None could help but see this. I was con- 
 vinced when I started out at the beginning of the present year, 
 that it meant work and fight. I came to the full realization that it was 
 not so much the hard times coming as the easy times going, and it meant 
 a full day’s work for an honest day’s pay. 
 
 I also feel that my success for the year was due to a large extent to my 
 friendly resentment of the pessimism which seemed to prevail through- 
 out my territory. I fought this pessimism with optimism and tried my 
 best to convince my customers that we all were in better shape than we 
 thought we were and that their customers would buy if their merchant 
 
 CALUMET 
 
 Calumet is Best by Test 
 And it can’t be beat 
 Food prepared with Calumet 
 Is always light and sweet 
 Crispy, flaky, dainty treats 
 Cakes are light and brown 
 Biscuits light, your work is 
 bright 
 
 With Calumet around. 
 
 had the goods. I advised them to present an attitude that times were 
 not changing for them and that business was good and that most people 
 could tell a merchant’s goods from the smile on his face, whether it was 
 baking powder or calico. 
 
 As a consequence I felt as though I had made my dealers happy, 
 instead of leaving them with the impression that business and the world 
 in general was going to the bow-wows. Summing it all up in as few 
 words as possible “Calumetically” speaking, six full days a week and 
 
 work like h is the best any man can do and is the best any firm can or 
 
 will expect, and is all I attribute any success to that I may have had 
 “in putting it over,” this or any previous year, or may have in the future. 
 
 HUGH G. CASEY 
 
 j. g. McFarland 
 
 WM. PARKER 
 
 R. J. PRIMROSE 
 
 W. H. HIGGINS 
 
 N. M. VANKIRK 
 
 [ 46 ] 
 

 E. M. CHAPMAN 
 
 The Trail Blazers 
 
 DEMONSTRATORS 
 
 I N pioneer days the early settlers, 
 amid hardships, blazed the trail. 
 Theycutdown the timber, pulled 
 out the stumps, broke up the raw 
 prairie and prepared it for the use of 
 civilization. Very similar is the 
 work of the Calumet demonstrating 
 crew in preparing the territory for 
 Calumet’s future business. Every 
 inch of territory that is now under 
 cultivation 
 was put in 
 that condi- 
 tion through 
 our house-to- 
 ll o u s e dem- 
 onstrating 
 work. 
 
 A review of 
 their accom- 
 plishments 
 during “the 
 year that re- 
 warded fight- 
 ers” is very 
 satisfactory. 
 
 That the 
 demonstrat- 
 ing work has 
 been a success 
 we have proof 
 in the per- 
 centage of 
 users estab- 
 lished and in 
 the great 
 number of 
 enthusiastic 
 dealers en- 
 listed in the 
 task of En- 
 couraging 
 Economy. 
 
 ENCOURAGE 
 
 The little “Peggy Bag,” em- 
 blematic of Calumet’s pioneer 
 army, the work-bench of the Calu- 
 met demonstrator, with its simple 
 tools, provides the means to chisel 
 out, fashion and shape Calumet’s 
 destiny in unexplored lands. Like 
 the mighty oak that springs from 
 the little acorn, thousands of en- 
 thusiastic users of Calumet are de- 
 veloped from 
 each little 
 Peggy Bag. 
 The high 
 character of 
 the Calumet 
 demonstrat- 
 ing work is 
 attested to in 
 the hundreds 
 of letters, 
 fromconvinced 
 dealers, the 
 crowning 
 testimonials 
 being the 
 action taken 
 by various 
 state Retail 
 Grocers’ As- 
 sociations — 
 voluntarily 
 endorsing 
 Calumet — 
 resolution 
 No 1 passed 
 by the Na- 
 tional Retail 
 Grocers’ As- 
 s o c i a t i o n 
 commending 
 the action of 
 the Calumet 
 Baking Pow- 
 der Company. 
 
 ECONOMY 
 
 [ 47 ] 
 
 GEO. F. KRAFT 
 
 SAM. H. BENNETT 
 
 J. M CRUSE 
 
 W W. STOUT 
 
(I l)e dtl)%cvc%<y (Tribune 
 
 THE WORLD’S GREATEST NEWSPAPER 
 
 CHICAGO 
 
 December 2, 1921 
 
 Mr. K. K. Bell, General Manager, 
 
 Calumet Baking Powder Co., 
 
 4100 Fillmore St., 
 
 Chicago, 111. 
 
 Dear Mr. Bell: 
 
 Last April The Tribune made a great impression on the business 
 world with a page headed ”1921 is Rewarding FIGHTERS”, and tell- 
 ing of the signal success won by the aggressive sales and adver- 
 tising efforts of Calumet. 
 
 We are sure that your fighting spirit has continued undiminished 
 throu^iout the entire year and we should be very glad to receive 
 any further facts concerning your progress which would substantiate 
 the statement that 1921 has rewarded fighters. 
 
 We are particularly interested in Calumet because for the past 
 three years you have been, in boom times and bad times, one of our 
 largest and most aggressive food products advertisers. Furthermore, 
 merchandising men everywhere find an inspiration in the thoroughness 
 with which you concentrate sales and advertising effort in each mar- 
 ket you enter until you conquer it. 
 
 With best wishes for a prosperous 1922, I remain 
 
 Sincerely yours 
 
 Advertising Manager 
 
 EWP 
 
 LFD 
 
CHICAGO DAILY TRIBUNE: WEDNESDAY. APRIL 13, 1921. 
 
 19 2 1 
 min 
 
 FIGHTERS 
 
 1921 rewards 
 Tribune Advertiser 
 with $2,000,000 Baking Powder 
 business — big gain over last year 
 
 
 Why the Chicago Territory is 
 the world’s most desirable market 
 
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 [ 50 ] 
 

 The Fulfillment 
 
 By HARRY SEHL, Sehl Advertising Agency 
 
 I CAN look back over, or review, the 1921 adver- 
 tising of the Calumet Baking Powder Company 
 with a great deal of pride. Not because I am satisfied, 
 not because I think it is 100%, but because it helped 
 do big things — things that have never been done 
 before; it helped make Calumet forge surely, steadily 
 ahead in spite of the awful depression we have gone 
 through in the last twelve months. 
 
 Every avenue of sale was covered, nothing left un- 
 done or overlooked. Every baking powder buyer was 
 reached, whether she lived in the heart of a big city or 
 in the remote corners of the thirty-five states that you 
 cover. 
 
 In fact a more complete and comprehensive cam- 
 paign has never been attempted. It was systematic- 
 ally laid out and extremely broad in scope. 
 
 Unlike many manufacturers who use the same kind 
 of an advertising campaign for the entire country, 
 regardless of conditions, Calumet has used at least a 
 dozen different campaigns, each one built to meet and 
 overcome the condition that exists in the territory in 
 which it runs. 
 
 Plus all this advertising of different kinds, which 
 cost the Calumet Baking Powder Company an im- 
 mense sum of money, we secured from the newspapers 
 throughout the territory a greater amount of free 
 publicity for Calumet than any food product manu- 
 facturer has ever received since I have been in the 
 advertising business. 
 
 When I think back over all that has been done, I 
 can truthfully say without fear of contradiction (we 
 know, because we handle many accounts) that there 
 isn’t a concern on the face of the globe that will think 
 and plan for salesmen the way the Calumet Baking 
 Powder Company does for you. 
 
 Now, here’s something else. It may not have a 
 direct bearing on advertising, but it certainly does have 
 a direct bearing on our accomplishments of the past 
 twelve months. 
 
 Hundreds upon hundreds of newspapers reproduced 
 the long articles shown on the following page. Many 
 of them ran these articles on the front page of their 
 paper — -some ran them as big special advertisements 
 with white space all around it to make them stand out 
 — others used them as straight editorial matter. One 
 
 publisher particularly stated that this is the first time in 
 eighty-five years that anything of that kind was done. 
 
 This goes to prove that the newspapers throughout 
 the country are with Calumet and for Calumet to the 
 last degree. I will go on record right now as saying 
 that you can call on any newspaper in any town in 
 which any of the sixty-five million people live that we 
 reach and the publisher will be pleased to extend the 
 glad hand and do everything humanly possible for 
 you. 
 
 That the dealers felt the weight of this mighty 
 bombardment on the baking powder consumer, is 
 proven by the fact that all you men on the field of 
 battle were able to roll up such a nice business. 
 
 1921 was a good old year, but at the same time an 
 awfully tough one. Never was there a time when 
 vim, vigor and vitality counted to such a degree. The 
 determination to win had ever to be foremost in each 
 man’s mind. Disappointments, discouragements and 
 reverses tumbled along one after the other and piled 
 up higher than mountains, but the man with the 
 Calumet spirit, with the “do or die” spirit, won out. 
 
 And let me say right here that to this same Calumet 
 idea of “It shall be done,” we attribute largely the 
 success of the Sehl Advertising Agency. We give 
 credit where credit belongs and are pleased to say that 
 it has been through the close association with the 
 Calumet organization that this spirit has seeped all 
 through our own organization, and the idea “It shall 
 be done” has won, is winning, and always will win. 
 
 Success in your line, our line or any other line, 
 doesn’t necessarily mean that you have to have a 
 “strangle hold” on all the brains in the world, but it 
 does mean that every drop of blood that surges through 
 your veins has to be filled with the “I will” spirit. 
 Show me a man that has plenty of it and I will show you 
 a man that will win, that will succeed, that will have 
 what he wants whether it is a cottage or a mansion; a 
 Pierce or a Ford; a canoe or a yacht. 
 
 And remember, even though they hang crepe on 
 your pet hobby, blast your best plans, yea, even 
 though you go broke, if “It shall be done” is always 
 foremost in your mind, they will never put you down 
 and out, and no man has ever lost until he is down 
 and out. 
 
 [ 51 ] 
 
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 Editorial Comment from Leading Newspapers 
 
 [ 52 ] 
 

 “When a Feller Has a Friend” 
 
 National Retail Grocers set a new precedent by taking official recognition of our “FOR THE DEALER POLICY” 
 
 This Company offers dealers at all times A POLICY THAT PROTECTS— A SERVICE THAT SERVES— A CO-OPERATION THAT 
 COUNTS— AND EVERY POSSIBLE COURTESY 
 
 OFFICERS NEXT ANNUAL CONVENTION - CLEVELAND, OHIO 
 
 FRANCIS E. KAMPER, President 
 
 492 Peachtree St.. Atlanta. Ga. 
 
 PHILIP A. DEPUYT. Vice President 
 449 Monroe Ave.. Rochester N. Y. 
 
 JOHN A. ULMER, Past President 
 
 25S3 Cherry St.. Toledo. Ohio 
 
 JOHN H. SPEAS. Treasurer 
 
 3900 Troost Ave.. Kansas City. Mo. 
 
 JNO. C. SHEEHAN, 
 
 17 N. Washington Avc., 
 
 Minneapolis. Minn. 
 
 OWNER AND PUBLISHER 
 ~>F THE 
 
 Nntimml (Srocrrs 
 i'htllrtin 
 
 H. C. BALSIGEH 
 Editor and Manager 
 
 AN OFFICIAL MESSAGE 
 TO THE RETAILER 
 
 GEO. W. AMISON. Trustee 
 
 308 Union Ave.. Providence. R. I. 
 FRANK B. CONNOLLY. Trustee 
 
 319 Sheldon Bldg, San Francisco. Cal. 
 
 H. C. BALSIGEH, Seer. 
 
 416 R. A. LONG BUILDING 
 KANSAS CITY, MO 
 
 June 27, 1921. 
 
 Mr. Z. K. Bell. Gen'l Mgr. 
 
 Calumet Baking Powder Co., 
 
 4100 Fillmore St., 
 
 Chicago, 111. 
 
 Dear Mr. Bell: 
 
 As an expression of appreciation of the valuable service 
 
 rendered by your Company to the Retail Grocers of the United States 
 
 through coupling reading matter with your advertising as news items 
 
 defending the Retailer — the 24th Annual Convention of the National 
 
 Association of Retail Grocers in Kansas City, Missouri on June 
 
 6-7-8, 1921, unanimously adopted the following resolution — presented 
 
 by John C. Coode of Term, and seconded by A. A. LaRose of Louisiana: 
 
 "We, your Committee on Resolutions, desire to take 
 notice of the splendid co-ooeration of .the Calumet 
 Baking Powder Co. 
 
 We note in its daily newspaper advertising it is 
 giving the buying public the true facts regarding 
 the retailers position in the distribution of food 
 products; therefore 
 
 BE IT RESOLVED, That we, the National Association 
 of Retail Grocers in Convention assembled, endorse 
 and commend the action of the Calumet Baking Powder 
 
 THE REWARD — NEVER BEFORE HAS ANY FIRM BEEN SINGLED OUT 
 AND SPECIFICALLY COMMENDED AS ABOVE 
 
 [ 53 ] 
 
California Confirms National Endorsement 
 
 October 7, 1921 
 
 Calumet Baking Powder Co. * 
 
 4100 Fillmore Street, 
 
 Chicago, Illinois. Attention 
 
 K. K. Bell. General Manager 
 
 Gentlemen: 
 
 At the Twenty-second Annual Convention 
 of our Association, held at Santa Cruz September 
 12-13-14th, the following resolution was 
 unanimously adopted: 
 
 Commends Calumet Advertising 
 
 WHEREAS, The Calumet Baking 
 Powder Company has seen fit to devote a 
 portion of its advertising space in the 
 daily press throughout the country to the 
 defense of the retail grocer against unjust 
 accusations usually made by public officials 
 for political purposes, therefore 
 
 BE IT RESOLVED, That we, The 
 California Retail Grocers and Merchants 
 Association, in Convention assembled, endorse 
 and commend this action of the Calumet Baking 
 Powder Company in defense of the retail 
 grocers. 
 
 This is an expression of appreciation 
 on the part of our membership of the valuable 
 service rendered by your company at a time when it 
 assisted very materially. 
 
 Very truly yours. 
 
 CALIFORNIA RETAIL GROCERS AJJP->MERCHANTS ASS'N. 
 
 (Si 
 
 Secretary. 
 
 [ 54 ] 
 

CC<<<<<<<<<<<<<<<<<< -X- 
 
 One 
 
 of the Hand Grenades Used Effectively 
 by the Home Guard 
 
 Full Weight -Honest Measure 
 Goods sold at a Reasonable Profit 
 
 What this sign 
 means to you 
 
 This sign is the emblem of 
 your GROCER, a business 
 man whom you know and in 
 whom you can have every 
 confidence. He was in the 
 same location yesterday; he is 
 there today; he will be there 
 tomorrow. He is here to stay, 
 and he must be fair and 
 square to his customers or he 
 can not stay. It is on such a 
 basis that his business was es- 
 tablished, and that he now 
 serves you. 
 
 The boast has been made by the peddlers that 
 once a customer is “hooked,” that customer belongs 
 to the peddler. In other words, when the first sale is 
 made the customer has started paying for some pre- 
 miums and they’ve got to “stick it out.” “They can’t 
 stop, we’ve got ’em,” the peddlers say. 
 
 They explain this by saying that the average 
 American housewife is a great lover of imaginary bar- 
 gains. Just as she “fell” for the trading-stamp game 
 before it was finally exposed and prohibited, so does 
 she “fall” for the present game that apparently offers 
 her “something for nothing.” 
 
 “Show a housewife a free premium and she’ll pay 
 two prices for her goods,” is the plan on which the 
 peddlers have worked the consumer. 
 
 “Quality and price count for little — hook them with 
 the premiums — -get them started — that’s all” and they 
 belong to the peddler — they’re tied to the peddler wagon. 
 
 Investigation has shown that the peddlers charge 
 two or three prices for their goods, besides figuring 
 a very big profit on the premiums they claim to give 
 away. The results of this investigation are being given 
 the housewife for her protection. 
 
 [ 56 ] 
 
CALUMET’S QUESTIONNAIRE 
 
 THOUSANDS OF THESE BULLETINS 
 DISTRIBUTED THROUGH JOBBERS 
 
 Try this self-quiz course. If you can honestly answer “Yes” to each one of these questions, 
 you are not only a good business man but a pretty good sport as well. Nobody’s looking — no 
 one’s listening. It is just like dipping your bread in the gravy when you are alone, so go to it! 
 
 Hasn’t this country had four or five fat years? 
 
 Hasn’t the working man saved enough to tide him over a few weeks’ unem- 
 ployment? 
 
 Hasn’t agriculture had some fat years, too? 
 
 Hasn’t the manufacturer enjoyed capacity business? 
 
 Havn’t I gotten mine, too? 
 
 Can’t I afford to hustle? 
 
 Can’t I now afford to work without whimpering? 
 
 Have I joined the SERVE YOUR CUSTOMER Club? 
 
 Have I stopped making two investments where only one is necessary? 
 
 Have- 1 stopped buying anything that is not a known seller? 
 
 Have I stopped listening to “guarantee or consignment talks?” 
 
 Have I learned that charity begins at home? 
 
 Do I remember that even my customers have rights? 
 
 Have I quit being an “easy mark” to introduce, JUST AS GOOD? 
 
 Do quick sellers always pay their own bills? 
 
 Have I learned that $ 1 ,000. worth of substitute brands will not create five cents 
 worth of good will? 
 
 Is it silly to substitute for the one best brand that will satisfy my trade? 
 
 If I can intelligently buy the one best and concentrate on its sale, am I honest 
 with my customers? 
 
 Am I entitled to a fair profit in return for unselfish service? 
 
 Have I the courage to eliminate disloyal products? 
 
 Have I sworn off aiding and abetting manufacturers who supply nationally 
 advertised products to mail order houses? 
 
 Have I learned to judge men and merchandise by what they do rather than 
 what they are? 
 
 Does Calumet Baking Powder do more for the legitimate retailer than any other 
 food specialty manufactured? 
 
 [ 57 ] 
 
CC<<<<<<<C<<<<<<<<<< 
 
 Calumet Policy is a Consistent One 
 
 In all of its advertising and business practices the 
 Calumet Baking Powder Company has stood for the 
 small dealer and the neighborhood store. It has been 
 steadfast in advocating special favors or prices for none. 
 One recent instance of the workings of this policy came 
 when a Chicago tailoring house offered to supply, “to 
 
 employees only,” all wool suits made to the individual 
 measure of the men and quoted at the wholesale manu- 
 facturing price of 321.50 each. 
 
 It is not an unusual practice for members and em- 
 ployees of manufacturing and jobbing houses to recip- 
 rocate in buying items for their own use at wholesale 
 prices. But this 
 is how K. K. Bell, 
 general manager 
 of the Calumet 
 Company, showed 
 his consistency: 
 
 158 ] 
 

 How We Won the Dough 
 
 By V. W. GORMAN 
 
 CALUMET 
 
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 THE 
 
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 OF 
 
 CALUMET 
 
 GOODIES 
 
 FOR A MERRY CHRISTMAS 
 
 [ 59 ] 
 
CCC<««««c^k;<( *X* i;icc«ic0cc<ccct«ccc^ciccxitcmcm 
 
 Some of the Old-Timers 
 
 .By AN OLD-TIMER 
 
 O UR friend, B. C. Forbes, says : “DIAMONDS ARE CHUNKS OF COAL 
 THAT STUCK TO THEIR JOB.” The 1921 Calumet sales force includes 
 a score of salesmen who have become diamonds through ten to twenty years’ 
 actual service. Their names are familiar to all of us: Bill Swift, Frank Dan- 
 
 forth, O. T. Elliot, Chief Bunyard, J. T. Burnett, W. R. Hadley, Walt Hayes, 
 Dutch Rehbock, Bill Parker, F. J. Wickenberg, Geo. Ratliff, Walt Stout, Geo. 
 Kraft, Jack Crane, Charlie Killen and Chapman brothers, all of whom now 
 occupy prominent positions with us. Their progress is best told by themselves 
 in the following excerpts from their own letters: 
 
 J. T. BURNETT, Texas, writes: “I joined the Calumet sales force in 1908. I was 
 
 hired by Harry Reno. Jack Crane was state manager. Our first deal we called the 
 “Flour Deal,” permitting the dealer to give away a small can with each sack of flour. 
 I drove my own team and worked every town from Lampasas to the East state boundary 
 line. My quota the first year was $400.00 a week. Now, it is $3,000.00, and I am working 
 the same territory I had fourteen years ago. In those days, the one-pound tin was the 
 largest package. Now I have a fine trade in 5’s and 10’s. Mr. Warren Wright was sales 
 manager when I started. It is a great pleasure to look back over my work and see the 
 wonderful progress. While trails have been changed into boulevards, dozen buyers 
 have become big contract customers.” 
 
 O. T. (One Ton) ELLIOT, Kansas, says: “In June, 1909, I met K. K. B. in Sioux City 
 
 to learn the mysteries of the game. At that time, few manufacturers printed their 
 formula on the label. Through the use of the testing case, I discovered a lot of myster- 
 ious types. We found a new variety in almost every town. I have put in twelve years 
 in Kansas and have seen Calumet come up from the poorest seller to the best, where it 
 stands today. My success is due to an honest effort to enjoy the confidence of clerks, 
 grocers and jobbers by being square with all of them at all times.” 
 
 W. F. BUNYARD, the Oklahoma Chief, notes: “I started with the Calumet Company 
 
 in 1911, with the old horse and buggy, making the broom corn trails. Walt Hayes 
 coached me three days and set me a thousand dollar weekly quota. I started out with 
 the idea that everlasting work, with a little good judgment and diplomacy, would 
 win a permanent place for me. I believed in the line, for I knew it had quality, and a 
 policy unequalled by any other product sold in the U. S. A year later, Mr. Bell offered 
 me my choice between Kansas, Texas, or East Oklahoma. In spite of the warning that 
 East Oklahoma was a stronghold of cheap, “ten cents a pound” goods, I grabbed East 
 Oklahoma, and started out determined to supplant the cheap goods with a quality 
 
 product, in spite of h and high water. After ten years’ pounding, Calumet sells 
 
 itself. It is a common thing to find stores one-hundred per cent Calumet; so now 
 when I think of the others of the old school, it makes me wish we could have a reunion of 
 the old-timers, just to rehearse the old days of “blazing the trail” for Calumet. 
 
 Our success has been so great that I wonder sometimes if the Big Chief, Daddy 
 Wright, doesn’t — deep down in his heart — say: “I have outstripped my dreams.” I can 
 rejoice with the Big Chief, his son, K. K. B., and on down the line to the man that 
 shovels the coal into the great furnaces that make the wheels go round. Old-timers 
 and rookies, accept my best wishes for a happy Christmas and a prosperous New Year. 
 
 [ 60 ] 
 
How One State Grocers’ Association Capitalized the Calumet 
 Buy-at-Home Campaign 
 
 November , 1921 7 
 
 S. D. Newspapers Boost for Home Trade 
 
 Over Seventy-five of State’s Periodicals Co-operating in Series of Strong Editorials prepared 
 by Calumet Baking Powder Company and Furnished Without Charge 
 
 O VER seventy-five South Dakota newspapers have 
 co-operated with the Retail Merchantss’ Association 
 of South Dakota and have started to run a series of 
 home trade editorials prepared by the Calumet Baking 
 Powder Company. The series present some of the 
 strongest arguments which can be urged for the up- 
 building of the community and against the parasitic 
 and destructive efforts of the catalog houses. 
 
 One of the most commendable things about the series 
 is that any benefit which the Calumet people receive 
 is incidental and that their preparation represents a 
 practical sort of altruism. The editorials are furnished 
 in electro form, so the local newspapers do not need to 
 set any type. Each editorial presents a pertinent 
 thought and is well illustrated. Each is ten inches 
 high and either two or three columns wide. 
 
 One of the most attractive of the series is entitled : 
 “Support the Schools by Spending at Home — Give Lo- 
 cal Youngsters the Best Possible Start in Life.” It is 
 illustrated with a scene of a crowd of youngsters play- 
 ing in a school-house yard and goes on to sav: 
 
 You would throw up your hands in holy horror. : f anyone 
 suggester that you swipe a bench from a school building or 
 pilfer a single page from a books of the school’s library. 
 But — are your dealings in public school affairs as honest 
 as you think they are — or perhaps would like to have oth- 
 ers suppose them to be? They are not — absolutely not — if 
 you are spending your money for mail order merchandise. 
 You can’t send a cent of cash out of town for goods that 
 can be bought in town and support to the greatest possible 
 extent the public schools. 
 
 Every brick in the schools — every book in the schools’ 
 libraries must be purchased with school “taxes.” The size 
 of the taxation depends on the wealth of the community. 
 And the wealth is governed largely by the earning capacity 
 of the people who live in the community. 
 
 Money sent away from home doesn’t pay for one minute of 
 town “labor.” It doesn’t fill the dinner pail of a single local 
 worker. It doesn’t enrich home dealers. It doesn’t by one 
 word broaden the knowledge of the children of this town — 
 add to the attractiveness or comfort of school days. 
 
 Money spent with local merchants travels in a circle. It 
 doesn’t go out of circulation when rung up on the dealer’s 
 cash register — as do mail order dollars when you slip them 
 into the mail box. The dealer spends it here. It pays the 
 help back of the counter, who spends it in town for goods 
 they use. It assists them in purchasing homes — that can 
 he “taxed.” I goes into more merchandise — and that mer- 
 chandise is “taxed.” And it is on taxation, remember, that 
 your public schools depend. 
 
 One of the most graphic of the series shows a couple 
 awakened by flames in the middle of the night. It is 
 entitled: “Tf Your House Were on Fire, Would You 
 Write a Letter Asking Some Mail Order Concern to 
 Put Out the Blaze?” It continues: 
 
 Not you. You’d jump for the nearest telephone and speed 
 along a hurry-up call to your local fire department — and 
 they would respond instantly. Who pays for that fire pro- 
 tection anyway? Mail order concerns? Not much. Its run- 
 ning expenses come out of the city’s taxes — and those taxes 
 are pa d by people who live here — citizens like you — and 
 merchants. 
 
 That money must come out of the pockets of home people. 
 Then spend your money with local dealers — keep it in cir- 
 culation here, where it will buy not only fire protection, but 
 better roads, better schools, better parks, better libraries— 
 better everything that must be bought with money taken 
 from the city’s “coffer.” 
 
 Not one penny of the money you spend with mail order con- 
 cerns is passed along to anyone in this vicinity. You get 
 the good it purchases. You wear them out -or eat them up. 
 And that’s the end of it. Who HERE in this town, gains 
 by it? Not a soul! 
 
 You may think you do. May be deluded with the idea that 
 you saved money. A comparison of local dealers’ prices and 
 those of mail order concerns will prove you’re wrong. 
 
 In return for your home-spent dollar the dealer delivers to 
 you without cost for delivery the biggest quantity and qual- 
 ity worth that dollar can purchase. The profit portion of 
 that dollar stays right here at home. A share of it finally 
 finds its way into the pay of firemen and policemen — it helps 
 foot the bills for many public improvements. It makes 
 your town a better town. And buys goods that can’t be 
 bettered in quality at prices that can’t be Ijeat for real sav- 
 ings. 
 
 Don’t clog the city’s fire plugs, and throw stumbling 
 blocks in the way of more perfect public “service” — by 
 sending your dollars to distant dealers. 
 
 You enjoy the benefits paid for largely by home business 
 men — then do business at home. 
 
 An outstretched gigantic hand, on which is a woman 
 is dropping a coin from her purse, illustrates another 
 one of the series. The heading reads: “Come Across. 
 With the Cash First — Is the Method of Mail Order 
 Merchandising.” The text says: 
 
 Mail order concerns demand cash in advance. They won’t 
 take a chance. They won’t trust you. They are the “fair 
 weather friends” of merchandising. 
 
 If a local dealer treated you in the same manner you would 
 be madder than wet hen. But he doesn’t If you des>'re 
 credit and are worthy of it, he will extend it gladly. Then 
 why not 
 
 Favor Dealers Who Will Favor You 
 Spot cash trading is of course the best policy of purchasing 
 ..There are, however, times when even those well heeled fi- 
 nancially must resort to "credit” buying. You may see the 
 time when it will not be convenient for you to “come 
 across” with the cash. And when that time comes the 
 local merchant is the only one who will “accommodate” 
 you. The mail order house would turn you down cold 
 They want your business only when they have your money 
 in hand. 
 
 Unless you trade with home dealers when you have the 
 ready cash — don’t ask for a “credit lift” in a pinch. It’s 
 not just. It’s not even common decency to expect your 
 home town dealer to bear the burden of your bills — when 
 you refuse to do business with him when you can do it on a 
 spot cash basis. 
 
 By every reason of rght your local merchants are entitled 
 to your patronge — every penny of it. They cater to your 
 best interests with the best brands of merchandise Their 
 
 quality standards a^e the highest. Their lines are fresh 
 
 clean- — right up to date in every particular. Their prices 
 mark the extreme limit of economical buying. They deal 
 fairly. Every dollar you spend with them buys actual value 
 
 None of it goes for exhorbitant mail order expenses costl> 
 
 catalogues — high salaries office workers. They don’t at- 
 tempt to lead you on with merchandising “lures” with 
 
 low prices on one or a few articles — then high prices on all 
 other goods. 
 
 Turn trade to the dealer who in turn will treat you right 
 Put your confidence in merchants who have confidence in 
 
Which Hand Wins? 
 
 T HE set of playing cards that you received were not 
 intended to be used as a game of chance or pastime, 
 you can only use them to play the game of success, 
 each card in itself carrying a real, worth while motto. 
 
 ORDERS and ship- 
 ments are the show-downs 
 that show up the effort a 
 salesman puts forth. The 
 “tricks” he takes are the 
 only “tally” of his worth to 
 himself or to the house that 
 hires him. 
 
 Never overlook a “bet.” 
 The dealer you may not want 
 to call on because he is hard 
 to sell, is out of your way or 
 because you are in a rush to be 
 on your way — may be the one 
 who is holding out the ‘big” 
 order of the year. You can 
 nevei tell until you “call” him. 
 
 DON’T be bluffed by 
 businessconditions. Busi- 
 ness is always good for the 
 fellow who goes after it and 
 keeps after it. The chap who 
 piles up the stakes is the one 
 who sits tight and plays a stiff 
 steady game all the time. 
 
 The sky is your only 
 “limit.” Every grocer in 
 your territory represents 
 
 a customer and a permanent 
 one, if handled right. The de- 
 pendable quality, the sound 
 economy of the goods you sell 
 keeps buyers coming through 
 with their “antes.” 
 
 NO one can stack the 
 deck on you but yourself. 
 It’s a square game with 
 no marked cards. You 
 hold high hand in every 
 shuffle and can win if you will 
 play your hand right and work. 
 
 Play the game for all that is in in- 
 take every trick. 
 
 NEVER discard a small 
 merchant because he is in 
 the “deuce” class. He 
 may be “ace high” before 
 long. Then you’ll want his 
 business. Go after it now. 
 
 Competition 
 
 hasn’t anything up its 
 sleeve or tucked in its 
 boots that you need be 
 afraid of. You can beat them 
 to a frazzle at any game on the 
 board and play fair with the 
 trade while you are doing it too. 
 
 You are not up against 
 a gamble of any kind. 
 The only chance you take 
 is in not taking a chance 
 at every sales opportu- 
 nity. Deal every dealer a 
 hand and you are bound to 
 gather in the chips. 
 
 [621 
 

 Dr. Sehl’s Summer Complaint Remedy 
 
 “Timely Tone Tonic” was mailed to you this year as a breezy little hot weather stimulator. 
 
 Tim e *X 
 
 Tone 
 
 Tonic 
 
 OUMMER is 
 kJ here — old 
 Sol is doing his 
 best to drive you 
 into the shade. 
 It’s ideal weather 
 to contract that 
 common disease 
 known as Slackitis 
 — that’s why we 
 are sending you 
 this bottle of 
 Timely Tone 
 Tonic — not be- 
 cause we think 
 you have the dis- 
 ease but you re- 
 member some 
 fellow once said 
 “An ounce of pre- 
 vention is worth a 
 pound of cure.” 
 No one is immune 
 from Slackitis. It 
 attacks the young, 
 the old — the tall, 
 the short — the fat, 
 the lean — the wise 
 man, and the fool. 
 
 Slackitis is that 
 something that 
 makes a man 
 slack up — hunt 
 the shade — lounge 
 around — loaf on 
 the job — let the 
 other fellow do it 
 — lose self confi- 
 dence — be content- 
 ed with lowsales re- 
 cords. It eats into 
 
 Umi 
 
 the very 
 
 progress — smothers ambition — stifles ability — chokes 
 the conscience — dwarfs pleasures of the future. Human 
 nature is always whispering in the ear of man, “Slow 
 up — take it easy,” but the man who heeds this advice 
 is forever lost in the mire of defeat. 
 
 Just because you have a good Monday is no reason 
 for taking things easy on Tuesday. Use the thoughts 
 of yesterday’s sales only as fuel to obtain greater speed 
 today. There never was a sales record that couldn’t be 
 beaten — all it needs is a little more energy exerted in the 
 right direction. Every man has more sales energy stored 
 up than he can ever use — the other fellow has it — you 
 have it. So why not draw on this great reserve you 
 have? Use it — make it work for you — produce results. 
 
 INGREDIENTS 
 Timely Tone Tonic contains 
 the following: 
 
 Determination 20% 
 
 Ambition 20% 
 
 Energy 20% 
 
 Application 20% 
 
 Sticktoitiveness 20% 
 
 DIRECTIONS 
 
 Timely Tone Tonic is easily digested 
 if taken with concentrated effort. One 
 or two doses will not ward off nor cure 
 Slackitis. Must be taken twice daily 
 in good big doses, early in the morning 
 and at noon, to secure perfect results. 
 If tonic leaves a bitter taste in the 
 mouth it is evident that patient is not 
 getting enough rest at night. 
 
 heart of 
 
 Maybe you don’t believe in making resolutions, but 
 here’s one that will never harm you — “resolved to put 
 all the energy and ambition I am capable of exerting, 
 into each and every day’s work.” Try this for six 
 months, then sit down and look over your sales — com- 
 pare them with any other six months’ period — you can 
 guess the results — more and bigger sales — larger 
 income — greater satisfaction and increased confidence 
 in your own ability. 
 
 Don’t set this bottle of Timely Tone Tonic on the 
 shelf and forget it. Take the cork out every day and 
 take a good big dose — it will stimulate your low sales 
 pressure — aid the digestion of a bigger and better day’s 
 work. 
 
 163 ] 
 
OUR CO-OPERATIVE 
 ADVERTISING 
 i helped the / 
 1 Calumet Dealer / 
 I to sell I 
 
 1 CALUMET / 
 
 \\ BAKING / 
 
 1 POWDER / 
 
 I and it / 
 
 1 increased / 
 
 1 his sales 
 
 well as 
 his 
 
 profits 
 
 
 
 
 1922 '^/A\/A/iY~ 1922 
 
 Nov. 25, 1921. 
 
 Gentlemen — 
 
 Calendars received 
 and are very nice. 
 
 Thanking you for 
 them, and I am sure 
 the coming year will 
 be a good Calumet 
 Baking Powder year. 
 
 I am wishing you 
 and your Company 
 a Merry Xmas and 
 Happy New Year. 
 Yours very truly, 
 L. C. LANE, 
 Good Luck Grocery, 
 Baker, Ore. 
 
 

 How We Made Calumet a Buy-word in Every Household 
 
 CALUMET 
 
 BAKING 
 
 POWDER 
 
 The Key to Better Baking 
 
 “The Key to Better Baking” 
 might have been called “The 
 Key to Better Posting.” 
 
 We have never tried to separate 
 the kid and can and never will. 
 This beautiful outdoor sign 
 made some hit. 
 
 A string of pearls might have 
 been substituted for the cake. 
 But there is quality in Baking 
 Powder as well as Jewelry — that 
 is Calumet Baking Powder. 
 
 The “See Slip in Can” appeals 
 to every housewife, chef and 
 baker. A very successful and 
 attractive method of advertis- 
 ing. 
 
 Thousands of Posters, Painted Walls and Bulletins, like the above, were used in our showing, 
 
 covering the entire country. 
 
 [ 65 ] 
 

 The New Movie Star 
 
 THE CALUMET KID 
 
 T HE year 1921 brought to the housewife the realization 
 of how necessary it is to be able to test the baking ingredi- 
 ents which she uses. She learned through the aid of the 
 movies how to test baking powder. The Calumet Kid made his 
 debut as a movie star, and is making “Best By Test” a household 
 phrase. “The Sixth Sense — Test” is the title of a film that has 
 been shown in hundreds of cities throughout the United States, 
 featuring the Calumet Kid coming to Life and giving the house- 
 wife the necessary instructions in making the test. 
 
 and the mother replies that she is using her sense of 
 smell to test the butter to see if it is fresh, and she 
 then explains that she uses the sense of smell, taste, 
 touch, sight and hearing — the five senses in fact — to 
 help her determine the fitness of the different in- 
 gredients for the baking she has in mind. 
 
 As she sets down the package of butter, a little 
 sprite appears, whose very prominent nose indicates 
 that he is the Sense of Smell, and he proceeds to 
 smell the butter, nods his head in a very lively man- 
 ner that it is O. K. and disappears. 
 
 She then places the bottle of milk on the cabinet, 
 and a sprite, the Sense of Taste, with a large and 
 prominent mouth, appears. He proceeds to taste 
 the milk and like his brother, the Sense of Smell, 
 indicates his approval and vanishes. 
 
 The Sense of Sight then appears to test the sugar, 
 followed by the Sense of Touch, whose large hand is 
 inserted in the sack, and after feeling of the flour, 
 he pronounces it O. K. The last of the five Senses, 
 Hearing, conducts a test by shaking the egg near his 
 large ear, and indicates that it is fresh and in condi- 
 tion to be used. 
 
 Then the housewife takes up the can of Calumet 
 Baking Powder, takes off the cover, and indicates 
 through her actions that she is unable to tell whether 
 the baking powder is fresh or not, and the little 
 daughter asks her which one of the five Senses she 
 will use to see if the baking powder is fresh. The 
 mother admits that she is unable to do so and sets 
 the can down on the kitchen cabinet. The Sense of 
 Smell appears and after trying to test the baking 
 powder through the sense of smell, with a clap of his 
 hands, summons his four brother Senses to help him. 
 They all attempt to determine the state of the baking 
 powder, but admit themselves baffled and disappear. 
 
 During the above, the Calumet Kid, represented 
 by an animated doll about thirty inches high, looks 
 out from one of the cupboards in the kitchen cabinet, 
 winks, indicates his satisfaction with the way things 
 are progressing, and after the Five Senses admit 
 that they are baffled and disappear, he opens the 
 door and greets the housewife and her daughter, say- 
 ing, “I am the Calumet Kid; I will show you how 
 to test the baking powder.” He steps out of the 
 cupboard of the kitchen cabinet, and coming down 
 the shelf or table of the cabinet says, “Get me some 
 cold water and a spoon and I will test it for you.” 
 
 This he does and then disappears after being em- 
 braced by the little girl. The housewife proceeds to 
 make her cake and in the final scene is shown with 
 the completed product. Truly a “Best by Test” cake. 
 
 In addition to appearing at the regular moving 
 picture shows, the Calumet Kid in his film, made his 
 debut to the schools and colleges through distribu- 
 tion by thirty of the leading visual educational dis- 
 tributing centers that have come to be regarded as a 
 necessary part in the education of both children and 
 grownups. 
 
 A synopsis of the scenario follows: The housewife is shown 
 
 in a modern kitchen before her kitchen cabinet which is completely 
 stocked with the necessary ingredients, and she is about to try 
 her skill at making a Calumet chocolate cake. 
 
 The different food products are all in view, and she proceeds 
 to test each and every one, figuring, as all housewives do, it "is 
 better to be sure than sorry. 
 
 First she smells the butter, and her little daughter, who is eagerly 
 awaiting an opportunity to help, inquires what she is doing now, 
 
 | 66 ] 
 

 And then the 
 fun began 
 
 [ 67 ] 
 
Calumet Mastodonic Minstrels 
 
 The Greatest Show on Earth 
 
 December 24, 1921 
 
 DADDY DOCKSTADER WRIGHT, Interlocutor 
 Assisted by 
 
 THE DO-IT-NOW QUARTETTE 
 George Primrose Rew James McIntyre Warren Wright 
 Tom Heath Bell Neil O’Brien Gallagher 
 
 Bones END MEN Tambos 
 
 George Black Bud Black W. E. Wisehart H. F. Davey 
 
 C. C. Stone W. R. Hadley F. H. Rehbock W. B. Hayes 
 
 W. E. Kroeger F. J. Wickenberg Floyd K. Willson C. C. Parks 
 
 Director — The Calumet Kid 
 
 MEMBERS OF SALES FORCE AND EXECUTIVES 
 
 Bailey, Kenneth 
 Baird, Max 
 Barnes, E. E. 
 Bateman, M. B. 
 Bauguss, R. B. 
 Bennett, Sam H. 
 Bernauer, J. L. 
 Berrian, R. M. 
 Brodel, R. F. 
 Brooks, H. S. 
 Brosky, A. C. 
 Bryan, Dr. T. J. 
 Bunyard, W. F. 
 Burnett, J. T. 
 Burns, J. B. 
 Butler, M. C. 
 Caffrey, R.T. 
 Callahan, J. M. 
 Campbell, A. H. 
 Caradine, J. L. 
 Carlson, Leroy 
 Carney, Cleve 
 Casey, Hugh G. 
 Cavanagh, R. D. 
 Chapman, E. M. 
 Chapman, J. M. 
 Chinlund, V. I. 
 Chocol, Emil F. 
 Clark, C. A. 
 Clements, P. J. 
 
 Crane, J. G. 
 
 Cross, Paul S. 
 Cruse, J. M. 
 
 Curry, D. J. 
 
 Dailey, G. M. 
 Dalsheimer, A. 
 Danforth, F. N. 
 Davie, R. G. 
 
 Davies, J. R. 
 Dillenkoffer, J. J. 
 Donovan, H. B. 
 Doty, E. B. 
 
 Dunn, J. H. 
 
 Eller, R. D. 
 
 Elliot, O. T. 
 
 Engel, E. J. 
 
 Ezzel, Joseph 
 Faulkner, M. E. 
 Ferguson, John S. 
 Gary, H. I. 
 Goodbody, L. E. 
 Gorman, V. W. 
 
 Ham, H. E. 
 
 Harris, Carl C. 
 Herrick, J. L. 
 Herrick, W. B. 
 Higginbotham, E. L. 
 Higgins, W. H. 
 Hotchkiss, W. Y. 
 Houston, Ed 
 
 Howie, J. W. 
 
 Howie, R. M. 
 Howorth, C. R. 
 
 Hull, E. G. 
 
 Huston, Harley R. 
 Ihrer, H. C. 
 
 Ivins, L. V. 
 
 Johnson, M. L. 
 Keene,- C. F. 
 
 Kidd, Harry H. 
 Killen, C. W. 
 
 King, C, L. 
 
 Klotz, Alfred C. 
 Koppel, G. H. 
 
 Kraft, Geo. F. 
 
 Leahy, Walter B. 
 Levens, W. W. 
 
 Lewis, J. C. 
 
 Lewis, L. L. 
 
 Lindholm, I. J. 
 Lipscomb, W. A. 
 
 Lorig, Leo L. 
 
 Mabrey, Bruce 
 Maher, J. M. 
 Manning, A. B. (Pete) 
 Manville, G. H. 
 Matheny, N. R. 
 McFarland, J. G. 
 McGhee, J. M. 
 McKinney, H. L. 
 
 Mitchell, B. F. 
 Mitchell, P. J. 
 Montgomery, John 
 Moore, J. Cline 
 Morgan, D. S. 
 Moss, T. S. 
 
 Moyer, Geo. 
 Napier, O. 
 Nichols, Frank L. 
 Norvell, S. 
 O’Shea, T. J. 
 
 OvERGAARD, C. M. 
 Parker, A. F. 
 Parker, Wm. 
 Pentecost, A. H. 
 Phillips, H. H. 
 Plunkett, R. E. 
 Pollard, J. D. 
 Primrose, Robt. J. 
 Rader, A. F. 
 Ratliff, G. O. 
 Ravesies, Paul 
 Reiff, M. O. 
 Richardson, N. L. 
 Riel, A. L. 
 
 Rivers, E. R. 
 Roberts, G. A. 
 Sanders, J. E. 
 Sanders, W. A. 
 Sehl, Harry 
 
 Sharp, Hal. D. 
 Sheley, E. A. 
 Sheppard, S. C. 
 Shover, E. 
 
 Simmons, E. J. 
 
 Sisler, W. H. 
 Sizemore, W. H. 
 Smith, E. F. 
 
 Snyder, W. G. 
 Sprague, Jack 
 Stewart, H. B. 
 
 Stine, Sidney F. 
 Stout, W. W. 
 
 Swift, W. E. 
 
 Tackett, T. J. 
 Tiffany, H. M. 
 Tuggle, J. C. 
 Turnbull, Geo. E. 
 Unten, Geo. N. 
 Vankirk, N. M. 
 Walton, K. P. 
 Westbrook, James W. 
 Williams, Frank 
 Williams, W. R. 
 Wilson, L. C. 
 
 Wilson, W. L. 
 
 Young, Douglas 
 Young, Udell C. 
 Zanone, Jack 
 
 [ 68 ] 
 

 SPECIALTIES 
 
 CHIEF BUNYARD 
 In his inimitable presentation of 
 The Dance of the Peace Pipe 
 And Rendition of an Indian Cubist Creation 
 
 HANDSOME DAN 
 The World’s Champion 
 
 Trap and Crap Shooter Extraordinary 
 “SET ’EM UP AGAIN” BERRIAN 
 And the Decoys That Tempted Him 
 
 “RATTLING” WISEHART 
 In His Favorite Role 
 No Horse Sense to This 
 
 “WILLIE WIGGLE” SWIFT 
 The Everglades Wonder 
 Shaking Hell Out of a Snake 
 
 THE WORLD’S CHAMPION STRONG MAN 
 
 And Assistant 
 
 J. Cline Moore Uses Dutch Rehbock 
 as a Dumb-bell 
 
 “HOPI” (M. L.) JOHNSON 
 / n His Impersonation of Calumetta 
 The Indian Shimmy 
 
 The Terpsichore an Marvels 
 CHAPMAN BROTHERS 
 In Their New , Eccentric Dance 
 “FOOT IN THE DOOR” 
 
 Test It 
 
 THE KICKAPOO HARMONIZERS 
 Little Bear Crane White Eagle Killen 
 
 Afraid of His Squaw Stout Red Feather Bennett 
 Singing One Song in One Key 
 “I MADE A TEST” 
 
 “COTTON” WILLSON and 
 “LONE STAR” BURNETT 
 With the 
 Oriental Purp 
 Singing 
 
 “CALUMET TIME” 
 
 “POP” DILLENKOFFER 
 The Demon Trust-Buster 
 and 
 
 Louisiana Lou 
 
 “SPIDER” DAVEY 
 VS. 
 
 “SLUGGER” HAYES 
 In the Wind-Up 
 A Double Knock Out 
 
 THE MYSTERY MAN 
 Perhaps You Know His Girl 
 
 ADDED FEATURE 
 Why the Second Part Was Late 
 
 BUD — THE TWO BLACKS — GEORGE 
 Sing Song Twisters 
 
 THE FRIVOLOUS FROLICER 
 She’s a “dust” catcher 
 

mm**** 
 
 
et Sales Force and Executives 
 
matnr *umnmH 
 

Calumet Minstrels 
 
 FIRST PART 
 
 EXECUTIVES AND SALES FORCE 
 
 CALUMET 
 
 To the tune of ILLINOIS 
 
 With your sales ever increasing 
 Calumet! Calumet! 
 
 With your quality ne’er decreasing 
 Calumet! Calumet! 
 
 With your sales-force, tried and true 
 And your policy true-blue 
 You’ll succeed in whate’er you do, 
 Calumet! Calumet! 
 
 You’ll succeed in whate’er you do, 
 Calumet! 
 
 Your success is a wondrous story, 
 Calumet! Calumet! 
 
 You have won everlasting glory, 
 Calumet! Calumet! 
 
 With your splendid organization 
 A true fighting aggregation 
 You will lead in every nation, 
 Calumet! Calumet! 
 
 You will lead in every nation, 
 Calumet! 
 
 GENTLEMEN, BE SEATED! 
 
 DADDY DOCKSTADER WRIGHT, Interlocutor 
 
 JAMES McINTYRE WARREN WRIGHT: Say, dad, ole top 
 — ah’ll say dis gatherin’ is some scrumptuous spectacle. As 
 we stood here, ah was suhveying de decorations. Some 
 doings — but lacking de anti-Volstead spirit. Talking 
 about suhveys, did yo’ heah ’bout de suhvey conducted by 
 de Casino Club among de Lake Sho’ celebrities? 
 
 INTERLOCUTOR DADDY DOCKSTADER: Why no, son, I 
 had not heard of any survey. What was the idea? 
 
 J. Mel. W. W. : Well, you see, dad, thar’s been considerable 
 
 ahgument ’bout de effect of prohibition, so dey took a 
 suhvey to find out if de married men stay home evenings, 
 now dat dere’s no place to go. 
 
 INTER.: Well — a very commendable undertaking. What was 
 
 the result? 
 
 J. Mel. W. W. : Well, suh, dey found since prohibition cum into 
 effect, de married men do stay home every night. Now dey 
 goes down to the cellar, proving what ah has always con- 
 tended — dat a man may be DOWN, but he’s nevah OUT. 
 
 TOM HEATH BELL: Daddy Wright, dere’s one thing dat sho 
 pesticates me. 
 
 INTER.: Well, Bell, what’s your trouble? 
 
 T. H. B.: How cum yo’ agency am called de Sehl Advertising 
 
 Agency? Dat’s what ah wants to know. How cum d e sale 
 before de advertising? My book say dat de advertising 
 should precede de sale. 
 
 INTER.: Sure, and that’s right; but you know Harry, he thinks 
 he must always come first. 
 
 T. H. B.: Is dat so? Well, mebbe dat ’counts fo’ his liberal 
 
 donations to the Speeders’ Court. But talking about 
 speed, Mistuh Sehl ain’t in it with Bill Hadley. He kin 
 give ’em all cards and spades when it comes to sho nuf 
 speed. 
 
 INTER.: Indeed, what records does Mr. Hadley enjoy as a 
 
 speedster? Are you referring to his drive with the Gold 
 Coast car Number One recently? 
 
 T. H. B.: No suh-ree! Ah’s talking about another race — de 
 
 human race. Haven’t yo’ heard how Hadley won de coast 
 championship at de Amalgamated Ananias Club of Amer- 
 ica? And, believe me, dat’s going some— specially so in 
 California where de membership is limited to three classes 
 — Liars, Damn Liars and Native Sons. 
 
 GEO. BLACK: Daddy, did yo’ heah about our friend, Floyd K., 
 getting pinched down in Atlanta de other Sunday? 
 
 INTER.: Why no, George, I can’t believe it. Tell me about it. 
 
 GEO. BLACK: Well, yo’ see, Floyd K. had been promising de 
 kids to take ’em ovah to Peachtree Park, and after he got 
 ’em all rounded up, he led de way, with de children fol- 
 lowin’ him in squads— when all at once a big, burly police- 
 man grab Floyd and say: “Yo’ are under arrest.” Floyd 
 say: “Under arrest? How cum? Ah ain’t done nothing.” 
 The police say: “Yo’ musta done something or yo’ would- 
 n’t have all dis crowd following you.” Poor Floyd, ah sho 
 was sorry fo’ him. 
 
 FLOYD K. WILLSON: You tell ’em, Shrimp. You dassent cum 
 out of yo’ shell when you’s home. Daddy, would yo’ be- 
 lieve it, dat little, two by four, “blacker ’an me” is so scared 
 of his wife dat when he gets home late, he gets into de bed 
 backwards so dat if his wife wakes up, he kin ’splain he was 
 jest getting up. 
 

 GEO. BLACK: Why, yo’ big Atlanta ace of spades, how you get 
 dat way? Eny how, my wife don’t pick my pockets. 
 
 FLOYD K. : Ah’ll say she don’t! — She jest takes ’em as she cums 
 to ’em. 
 
 INTER: Gentlemen! Gentlemen! 
 
 BILLY SWIFT: Daddy Wright, times sho have changed since 
 we fust stahted on de road. Does yo’ remember de old- 
 fashioned “Ladies’ Parlor” in de hotel — de one with de lace 
 cuhtains at de window and de lace doilies on top de onyx 
 table? Yo’ know, de “Ladies’ Parlor” used to be de 
 room where de sedate woman who had to be in a hotel — 
 golly, how she dreaded it — waited, but believe me, nowadays 
 it’s different. If yo’ are going to meet a dame in a hotel, yo’ 
 don’t look fo’ de “Ladies’ Parlor.” No suh! because she 
 wouldn’t be dere. Yo’ generally find her right out in de 
 middle of de lobby, with her legs comfortably crossed, oc- 
 cupying one of de chairs which was formerly used by 
 specialty salesmen. She’s out dere because she don’t 
 want to miss anything, and de salesmen are in de same 
 vicinity fo’ de same reason. Speaking of sedate ladies, how 
 is my friend, Eddie Barnes? Ah nevah will forget Barnes 
 at our last big banquet. When de wine was served, Eddie 
 turned his glass unside down. Ah said: “Eddie, you’d 
 
 better have a drink.” Eddie said: “No, thank yo’, suh. 
 
 Ah took a drink once — nevah again fo’ me.” When dey 
 passed de pipes, ah profusely pressed him to hit de Calumet 
 with us, but Eddie said: “Ah smoked a pipe once, but 
 
 nevah again” — and Eddie’s still single. Ah wonder who 
 she was? 
 
 INTER: Now, Billy, don’t be too hard on Bachelor Barnes He 
 may yet decide to pay rent for two. 
 
 J. CLINE MOORE: Talking about rent, Daddy, reminds me of 
 my fust job in Houston. Ah was a rent collectah. On my 
 list ah had one ole wench whose rent was a dollah and a 
 half a month fo’ one room. She nevah had a cent when de 
 rent cum due, so ah had to give her de third degree. She 
 said: “Yo’ needn’t give yourself any uneasyness about 
 
 dat. Ah lives fo’ one thing, and dat is to pay my rent, and 
 if ah do, ah am satisfied. Yo’ jest go ahead and tend to yo’ 
 own business.” Finally, she did pay her rent, and I 
 started to go away, but she said: “Hold on, Niggah, ah’m 
 a business woman and ah wants my ’ceipt.” “Why,” ah 
 said, “ole lady, ah am not in de habit of collecting a debt 
 twice.” She said: “It makes no difference, ah wants my 
 
 ’ceipt.” So ah wrote one and as I handed it to her ah said: 
 “Now is yo’ any happier?” She said: “Ah sho is.” Ah 
 
 said: “How cum?” She say: “Everybody got to die, 
 
 don’t dey? Well, everybody wants to go to heaven; and 
 when ah gets up to heaven and knocks on de door, de fust 
 question St. Peter is going to ask me is: ‘Is yo’ paid yo’ 
 debts?’ And when ah say, ‘Yes, suh,” he’ll say, ‘Where’s 
 yo’ ’ceipt?’ And if ah ain’t got no ’ceipt ah’ll have to hunt 
 all over hell to find yo’ to get it.” 
 
 Daddy, how cum yo’ nevah visit us no mo’ down at Hous- 
 ton? We sho would give yo’ a gran’ time. Billy Swift’s 
 Florida ain’t got nothing on Houston and Galveston for 
 climate. We has outdoor recreations all winter — baseball 
 ’n’ everything. Last Sunday, Dutch Rehbock was um- 
 piring a game. De pitcher threw a hot one ovah de plate 
 and Dutch says: “Strike one.” Another one just as good 
 as de fust, and Dutch said: “Tuh.” De big niggah with 
 de bat turned around and said, “Tuh what, niggah?” and 
 Dutch said: “Tuh high.” Finally, de bases got full — 
 
 three balls and two strikes — a man on fust, second, and 
 third base. Dutch looked at his rule book. De next one 
 came ovah — a bad one, two feet wide- — Dutch yelled: 
 
 “ Fo’ balls and yo’ out.” “How’s that?” Well yo’ aint 
 naturally out,” Dutch says, “but ah ain’t got no place 
 to put yo’, so ah’ve got to put yo’ on de bench.” 
 
 Seeing all de enterprise and push heah tonight reminds me 
 of some of de Southerners who leave Texas to go up Nawth. . 
 Dey get up dere and things go so bad dat dey sit on de 
 stove and meditate thusly: “My gracious, ah sho am 
 
 sorry ah evah left ole Texas. Ah made a mistake. Why, 
 down dere, niggahs make yo’ crop fo’ yo’, and de sheriff 
 sells it fo’ you” — yes man; and dey dun spake a parable. 
 
 INTER: Mr. Gallagher, you have been very quiet. How has the 
 world been serving you of late? 
 
 GALLAGHER: Splendacious, Daddy. Ah have a happy home 
 ’cept fo’ one thing. 
 
 INTER: What’s your trouble? 
 
 GALLAGHER: Everything is all right around my house ’cept 
 
 de rats. De rats around our place are something awful. 
 Dey are de worst “varmints” yo’ evah saw. 
 
 INTER: Well, Jack, why don’t you get some rat biscuit? 
 
 GALLAGHER: Rat buscuit nothing. Dey ’ll eat Calumet bis- 
 cuits the same as we do, or get nothing at all! 
 
 WALT HAYES: Heyah! Heyah! Heyah! Some biscuits! 
 
 Talking about biscuits reminds me of baking powder; but 
 dere is other kinds of powder, too. Ah was in de drug 
 store in Kansas City last Sunday, and a boy comes in and 
 says: “Boss, ah wants to buy some powder.” “What 
 
 kind do you want?” asks de white folks. “Ah wants pow- 
 der.” “Well, what kind — face, gun, or bug?” “Ah wants 
 bug.” “How much?” “Three cents’ worth.” De white 
 folks say: “Ah won’t wrap up dat much.” De boy say: 
 
 “Ah ain’t said nothing about wrapping it up, boss, just 
 drap it on my head.” Heyah — Heyah — Heyah! 
 
 Then another niggah came in and says: “Ah wants some 
 powder, too.” “What kind do you want? Mennen’s?” 
 “No, suh — women’s.” “Scented?” “No suh, ah’m gwine 
 to take it with me.” Yes, suh, the only powder they 
 really knows in Kansas City is the old Indian Head. 
 
 INTERLOCUTOR : 
 
 Mr. Gallagher will now present the “Hundred 
 Point of Honor” Badges to the cleverest bunch 
 of stars that I know — our 1921 Hundred Pointers. 
 
 [ 77 ] 
 
CC<<<<<<<<<<<<<<<<<< W 
 
 WHY DANFORTH WANTED TO PLAY IN THE 
 ORCHESTRA 
 
 TOPBEAVY TOPSIES 
 
 I don't like intellectual dames, 
 
 Give me the flapper with a dimple; 
 
 Fie on the Peoria Poetical Maymes, 
 
 I don't like the intellectual dames. 
 
 When I recall my string of flames, 
 
 They all were young and sweet and simple — 
 
 Pm strong for the musical Janes. 
 
 —DAN. 
 
 CHIEF BUNYARD RECITED A KRAZYPOME 
 
 (Translated from Kiwahweelahiho) 
 
 It was midnight on the ocean, 
 
 Not a street car was in sight; 
 
 The sun was shining brightly, 
 
 And it rained all day that night. 
 
 'Twas a summer night in winter 
 
 And the rain went howling, squealing, 
 
 A barefoot boy with shoes on 
 Stood sitting on the ceiling. 
 
 It was evening and the rising sun 
 Was setting in the north 
 
 And the little fishes in the trees 
 Were gaily flying forth. 
 
 The rain was pouring down 
 The moon was shining bright 
 
 And everything that you could see 
 Was hidden out of sight. 
 
 While the organ peeled potatoes, 
 
 Lard was rendered by the choir; 
 
 While the sexton wrung the dish rag, 
 
 Some one set the church on fire. 
 
 u IIoly Smoke," the preacher shouted, 
 
 In the rain he lost his hair; 
 
 Now his head resembles Heaven, 
 
 For there is no parting there. 
 
 [ 78 ] 
 
Decoys vs. Distribution 
 
 THE DECOYS THAT INDUCED 
 BERRIAN TO SEND IN A WEATHER 
 REPORT. A GOOD REFLECTION 
 OF THE HUNTRESS AND “A CASE 
 OF GOOD JUDGMENT” BY THE 
 COWBOY. 
 
 The snapshot was made way down in 
 Missouri — the “show me” State. 
 
 NO HORSE SENSE TO 
 THIS 
 
 MY AUTOMOBILE 
 When I read it 'some 
 Of these brain-throbs 
 Jumped over the fence , 
 Climbed a telegraph pole , 
 Burst its cylinder head , 
 Exploded all its tires 
 And then turned around and 
 
 Barked at me. 
 
 W. E. Wisehart 
 
 The Coast Connoisseur 
 of Horseless Ideas. 
 
 Note: W. E.’s knowl- 
 
 edge of WHEELS, HOT 
 AIR, GAS and NUTS made 
 him most valuable to The 
 Gold Coast Car in the re- 
 cent National Event. 
 
“DUTCH” REHBOCK HELD UP 
 BY THE CALUMET ACE 
 
 Being continually held up as a (horri- 
 ble) example is about as monotonous as 
 the music of an automatic piano, but it is 
 much less strain on your nervous system 
 than trying to balance a halo on the back 
 of your head. 
 
 BILLY’S SWIFT 
 LINE-UP 
 
 Take it from me, there ain’t no 
 good in booze. 
 
 I’ve been against it long enough 
 to know. 
 
 You guys still have strength 
 enough to choose, 
 
 Take water — straight! — an ’ 
 let the red-eye go. 
 
 This game of life’s a hard one, 
 ain’t it, bo? 
 
 It’s one long fight from start 
 to finish, see! 
 
 If you fight booze, that means a 
 lot more woe, 
 
 T ake it from me! 
 
 Booze never boosts — it knocks; it makes you lose 
 Yer self-respect, it makes yer thoughts come slow, 
 
 It gets yer nerve, it muddles up yer views; 
 
 I’ve been against it long enough to know. 
 
 The fun it brings is mighty quick to blow, 
 
 The woe it brings ain’t never goin ’ to flee; 
 
 You guys that still have strength enough to choose, 
 
 Take water — straight! — an’ let the red-eye go. 
 
 It’s booze that put me in the place I be, 
 
 Take it from me! 
 
 [ 80 ] 
 

 Team Work Tells 
 
 CALUMETTA 
 Wild roved an Indian girl , 
 Bright Calumetta, 
 
 Where sweep the waters of the 
 Blue Aquametto. 
 
 Swift as an antelope , 
 
 Through the forest going, 
 Loose were her jetty locks. 
 
 In waving tresses flawing. 
 
 Who is (s)he? 
 
 Trim a window 
 Decorate a fence, 
 
 Sell every home, 
 
 Gee, ids immense. 
 Early in the morning , 
 Late at night, 
 
 Always in condition. 
 Ready for a fight. 
 
 [ 81 ] 
 
Calumet Raises the Pastries so Everybody Falls for ’Em 
 
 The Calumet 
 kid’s conception 
 of service is 
 more than to 
 manufacture 
 the best baking 
 powder. 
 
 His 
 
 responsibility 
 goes on down to 
 and includes 
 the finished 
 products 
 
 The Kickapoos Raise a Little Y-hell 
 
 I MADE A TEST 
 
 (Tune: 
 
 “I WANT A GIRL”) 
 
 I made a test , just such a test 
 As Gallagher taught to me. 
 
 I made the mixture right. 
 
 It came up “ out of sight ” 
 Just as it should be — 
 
 The good old fashioned test 
 that makes them talk, 
 
 The kind that from our rivals 
 gets a squawk 
 
 I made a test. Yes “ Best by 
 Test ” 
 
 And ril make many more. 
 
 CRANE 
 
 KILLEN 
 
 BENNETT 
 
 STOUT 
 

 Boys Who Have the Courage and Ability to GO 
 
 AFTER THE BALL 
 
 Words by Danforth Music by Jack Zanone 
 
 When you’ve seen all the sights of the great city, 
 
 A nd sampled its various fun, 
 
 You’ve walked on its pavements grimey and gritty, 
 And you’ve seen how its “doings” is done; 
 
 You’ve blowed in your cash lik the craziest sailors, 
 There’s been action wherever you’ve been, 
 
 Like Calumet, you’re leaders, not pikers or traitors. 
 You Indian Head fellows, 
 
 Real Calumet sellers, 
 
 The Hundred-Point Specialty men. 
 
 Soon you’ll finish your playing, and back to your 
 toilin’ , 
 
 Your dough all vanished and spent; 
 
 But like making a TEST, you kept her boilin’ , 
 There was sure class to the pace that you went. 
 
 The bright lights are fine, for a short time, 
 
 But every city’s a narrow walled pen. 
 
 For you K.R.-CAL hummers, 
 
 You Highest Award drummers, 
 
 You corking, hard working, Hundred Point 
 men. 
 
 BUT!— WHY WAIT 
 
 “Everything comes to him who waits.” 
 
 W alt got his right on the pate , 
 
 And thrusts his “mitt” under Davey’s chin, 
 And then assumes a sickly grin. 
 
 Down, but still dignified, in their pose, 
 
 This little act is about to close. 
 
 “Sufficient” is the word they’ve both forgotten 
 As genuine pugs, these boys are “. 
 “Everything comes to him who waits.” 
 
 [ 83 ] 
 
1CCC<<<<<<<<<<<<<<<<< «• <<<<<<<<<<C<K<<C<<<<<<<<<OC<<<<<< »;• C««CCC<CCCC«CCCCCCCCCCCCCCCCCCCC 
 
 Fads and Fancies 
 
 Who said a certain 100-pointer had 
 nothing but his hair on his mind? 
 
 Maybe you know this hymn. 
 
 “I will be true while you're away” 
 
 Thus ran the damsel's song. 
 
 “I will be true; but , oh, I say, 
 
 Don't be away too long.'' 
 
 Maybe you know her. 
 
 WHO READS THE LABEL ANYHOW? 
 
 Have you a little fairy? Oh, no, that’s all wrong. 
 No G. D. Twins here. This is the good 
 Night-Girl. No, wrong again. She is 
 
 THE “GOOD NIGHT'' GIRL 
 
 Met a pretty girl one day, 
 
 Took her down to see a play; 
 
 Bought her candy, cake and cream , 
 
 And other things that she had seen. 
 
 Thought I was in good all right, 
 
 When I took her home that night, 
 
 Hung around and begged a kiss, 
 
 And what do you think she said, this miss ? 
 
 GOOD NIGHT''! 
 
 [ 84 ] 
 

 3/f 
 
 She Rolls Her Own 
 
 The entire chorus come out to see this act 
 
 [ 85 ] 
 
CC<<<<<<C<<<<<<<<<<< ■» <<<<<«<<<<<<<<«<<<<<<<<<«<<<<<< <;> 
 
 Down South Stunts 
 
 DILLY, THE DEMON TRUST BUSTER 
 makes ’em sit up and take notice 
 
 Dilly attained his reputation as an animal 
 trainer during the popular reign of the 
 “Sazerack Cocktail.” It was after one of 
 these famous concoctions that he discovered 
 the animal origin of Chicago — 
 
 Chi = ^7 chicken 
 ca = % cat 
 go = Yi goat 
 
 Two Old Timers 
 FLOYD K. AND J. T. 
 do a turn 
 
 CALUMET TIME 
 
 {Tune: “In The Good Old Summer Time”) 
 
 In the good old summer time, 
 
 In the good old winter time, 
 
 Making dems. and stick towns, 
 
 Getting all that' s mine. 
 
 Doubling quotas and smashing records, 
 And that's a very good sign, 
 
 That Calumet's the leader 
 In the summer and winter time. 
 
 [ 86 ] 
 
mk 
 
 The Greatest Chief of All Shakes Hand 
 with the Calumet Chief 
 
 ff^hy not? — they both hail from Ohio . 
 
 [ 87 ] 
 
CCC<«<«<««««« W l;« e«<K«f<Kl«CSKlC«CKaiKKH <£• 
 
 T • R • A • D • E 
 
 AS we pay others, we are paid: 
 
 Life gives us back just what we give. 
 
 And so we do not live to trade, 
 
 But trade that we may truly live. 
 
 Sales may be made in money, yes, 
 
 But they are always made to men; 
 
 And so Goodwill controls success, 
 
 Bringing folks back to buy again. 
 
 He cannot profit long or much 
 Who sells a single time to each: 
 
 The cost of single sales is such, 
 
 Prices rise out of common reach. 
 
 He profits most whose every sale 
 
 Creates a friend, whose kindly thought 
 
 Serves to perpetuate the tale 
 
 Of what and where and why he bought. 
 
 Such trading— like the growing grain — 
 Repeats itself an hundredfold. 
 
 Who trades thus makes a triple gain; 
 
 In friends, in happiness, in gold. 
 
 As we pay others, we are paid: 
 
 Life gives us back just what we give. 
 
 And so we do not live to trade, 
 
 But trade that we may truly live. 
 
 — Charles Henry Mackintosh, 
 
 President Associated Advertising Clubs of the World. 
 

See ’em Go! 
 
 The CALUMET S\ 
 
 Here is the list of cars entered : 
 Car No. 1 — Gold Coast Limited. 
 Car No. 2 — Intermountain 
 Speed Bus. 
 
 Car No. 3— Corn Belt Packard. 
 Car No. 4 — Great Lakes Flyer. 
 Car No. 5 — Cotton Belt Cannon 
 Ball. 
 
 Car No. 6 — Blitzen Benz. 
 
 Car No. 7— Texas Special. 
 
 Car No. 8 — Northwest Olympian 
 Car No. 9 — Central Speedster. 
 Car No. 10 — Gulf Coast Mail. 
 
 Car No. 1— Gold Coast. Show- 
 ing an amazing flash of speed on 
 the homestretch, the “Pride of 
 the Coast” passed up No. 10 for first 
 place. “Two Gun” Hadley and “De 
 Palma” Roberts at the wheel. 
 
 Car No. 10. — Gulf Coast. Going like 
 wild-fire! Turned in a very fast lap and gave up 
 the lead only after a hard fight. Are determined to 
 show No. 1 what a Garrison finish means. Bauguss 
 and Lipscomb did the heavy work. 
 
 Car No. 5 — Cotton Belt. This bus took no chances. The 
 clever driving of Sprague and Parks, two experienced pilots, 
 enabled her to hold third place. Ninety-five miles an hour is some speed. 
 
 Car No. 6 — Blitzen Benz. Ratliff, an old timer, and Primrose, a new pilot, 
 alternated as driver and started a sprint which may land them in the money. 
 
 Car No. 4 Great Lakes Flyer. Steady plugging has kept this bus in the race. 
 Carlson, a Speed King, from the wilds of Wisconsin at the wheel. Six men alter- 
 nated as mech. SOME CO-OPERATION. 
 
 As they turned into the hot 
 
 [ 90 ] 
 

 EEPSTAKES HANDICAP 
 
 The speediest and sportiest classic 
 of the entire year 
 
 A bird’s-eye view of the Cal- 
 umet Sales Track, showing 
 the positions held by the 
 various sales divisions as they 
 rounded into the stretch with 
 only two weeks to go. 
 
 These Bulletins were issued 
 weekly to each member of 
 the Calumet sales force and 
 and kept the contestants’ in- 
 terest at white heat. 
 
 ^stretch— the thirteenth week 
 
 Car No. 9 — Cen- 
 tral Special. Tied 
 with No. 4 for fifth 
 place. These two 
 cars are furnishing 
 plenty of excite- 
 ment for the Cen- 
 tral States fans. 
 Curry and Gorman 
 in charge of the 
 boat. 
 
 Car No. 8— North west 
 Special. Some one got careless 
 and stepped on the brake 
 instead of the accelerator. Show us 
 another one of those spurts No. 8. 
 Donovan and Davey in the seat. 
 
 Car No. 2- — Intermountain Speed Bus. Two more 
 weeks to go and eating the dust of seven other cars. 
 “Do your stuff” now, No. 2. Open her wide and see 
 what speed you really can make. Morgan and Caradine 
 handling this car. 
 
 Car No. 7 — Texas Special. The rangers ran out of gas and were forced into 
 the pit. Davie relieved “Ace” Moore at the wheel. This car should show 
 exceptional speed in the straightaway. 
 
 Car No. 3 — Corn Belt Packard. Maher and Hayes still working like 
 beavers, to get up with the bunch. Give them some help, you other pilots. 
 
 [ 91 ] 
 
“BEST BY TEST” 
 
 BBTOtsm OF ILUMIS LW‘« 
 
 
 [ 92 ] 
 
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