The Clinic on Printed Matter held at Cleveland in October had so many applicants for examination that only a small percentage of them could be accepted. As it was, the number of dodgers, leaflets, pamphlets, booklets, and posters admitted to the clinic was greater than the examining specialists could handle satisfactorily. Nevertheless, so many remediable defects were found as to make the experiment well worth while. The purpose of the clinic was to determine whether the subjects were in fit condition to do their work efficiently; whether this folder might be expected to bring in money; that booklet to teach health habits; this dodger announcing some form of meeting or clinic to get people to attend. To perform their tasks satisfactorily, it was necessary that they should be able to get themselves looked at, read, understood, believed, remembered and acted upon. The examining specialists were especially well equipped to diagnose the patients from these standpoints. The head of an advertising agency, the director of an art school, and the head of a printing firm who was also a former newspaper man, and the publisher of a journal of direct mail advertising, all of Cleveland, made up the group. All of them were accustomed to test publicity and educational material from the standpoint of its fitness by asking: "Will it make a favorable impression on the particular audience for whom it is intended?" Among their findings in regard to about thirty-five pieces examined, those that are of chief interest are the ones that seem to be most characteristic of a considerable percentage of health education printed matter in general. In advance of the public clinic the specialists held a consultation among themselves. All agreed on one chief weakness that was found to be characteristic, especially of those publications intended to teach disease prevention and cure. This was a general state of depression on the part of many of the subjects. Mr. William Feather, of William Feather Company, voiced the opinion of the group on this point not only in relation to his special phase of the clinic (which was copy) but also to the appearance of the publications. " I might enforce this point," said Mr. Feather, "by making a comment on the environment of this room in which we are meeting. The lights are dim and it is badly ventilated. The walls are gray. That seems to me to be the general aspect of much health teaching. Printed matter for some reason gets onto pale gray paper in gray ink and begins to suggest sickness. We haven't yet reached the positive side in which we suggest that health is the thing. "It is the easiest thing in the world to interest anyone in health. I am the victim of every advertisement that has the word health in it. I suppose I have bought twenty different kinds of toothpaste because I thought they would improve my health. I have worn ground gripper shoes, become a vegetarian, visited osteopaths, and taken all sorts of Turkish baths, and having read an article by Walter Camp suggesting twelve daily exercises I have taken them ever since. But you will notice if you compare the commercial advertisements with the public-health literature that the former always contains this appeal: 'Eat our yeast, raisins and breakfast foods; be beautiful and youthful.' The public-health advertisements, on the other hand, say: 'Avoid sickness, visit our clinics and use our facilities.' "There is one idea which I believe could be introduced into health literature or popular reading very effectively. All of us, even men, like to look well, and health is of course fundamental to beauty. Two or three years ago I came across a book called 'The Colored Girl Beautiful.' It was written by a woman whose business it was to lecture before colored girls' schools, and she found that as long as she talked about beauty she had 100 per cent attention. So, being a shrewd psychologist, she hooked everything up with the idea of beauty. " Every mother wants her baby to be healthy of course, but I think it would help her to take interest in giving the baby its daily bath and in going through the wearisome details of the day if she had the hope that all this was going to result in a beautiful child as well as a healthy child. " To read the commercial advertisements one would think that the only reason anyohe used soap to-day is because it will produce