NEWS BY MAIL

Taranaki Daily News, Volume LIII, Issue 215, 20 December 1910, Page 8

NEWS BY MAIL

AN ASSASSIN'S BRAIN. Geneva, October 21. Profjssor L. Megevand, the official medical officer, made a caTeful post-mortem examination of Lucc'heni's body to-day took several moulds of the 'head and face, and also had the body photographed. Luccheni's brain will be carefully preserved for future examination, and 'his skeleton will be very probably placed in the museum here, says the Journal de Geneve. There is no question of burial, and the murderer's relations, if he 'has any, have so far made no attempt to claim -the body. The Austrian Consul here, Herr E. 'C. Patowetz, accompanied bv M. Perrier, the chief of tlie Geneva police, visited the morgue t'his afternoon, and sent a report to his Government. The prison authorities are glad to have got rid of suc'h a troublesome and dangerous criminal. i'AMILY W TRAGEDIES, Madrid, October 23. A smith named Antonio Pujol and his two sons, who died at Torosa, in the province of Tarragon, yesterday, from poison caused by eating mushrooms, belonged to a family" which 'has seen many tragediesSome years ago two other sons died violently, one being burnt alive in a fire which destroyed the house, and the other from poison caused by eating strychnine balls intended to kill foxes. Antonio's brother, Pancho, was recently executed for the murder of his wife. " THE PEACJfi OF EUROPE HANGS BY THE HAIR." Berlin, October 25. The Reiohsbotte to-day says:—"ln the attempts of Great Britain and Russia to proceed to the partition of Persia lies material for dangerous conflicts for Europe." Referring to the telegram sent to the Emperor by the meeting convened by the Persians of Constantinople, the journal says: "Even if we were certain that German diplomacy would handle this delicate)

matter with particular caution, the explosive matter is there, and once more the peace of Europe hangs by the hair. These events otter the best commentary on Great Britain's wooing in the cause of disarmament, anil on the foolish demand of our humanitarians that Germany should yield to these blandishments. Only those who seek Germany's downfall can approve such folly."

ARMADA TREASURE. •SEARCH FOR SUNKEN GALLEON. London, October 28. Tobermory Bay. one the west coast of Scotland, is once again the scene of a treasure hunt. It is reported that the wreck of the Floreneia, a treasure galleon, of the Spanish Armada, which went down in Tobermory Bay in 1588, has been located within an area of 400 square yards in a bedding of sand and silt. It is known that the Floreneia sank with a treasure of fabulous value on board. The venture for her recovery is being undertaken by a London syndicate, which secured a lease from the Duke of Argyle in September last. LieutenantColonel K. Mackenzie Foss, who has had extensive experience of submarine work in Oeylon, is superintending the actual The necessary plant, sent from London to Oban, is ready for use as soon as the preliminary arrangements are made. W'hen the party of borers i have come upon the wreck, ilivers, either of the ordinary type or Cevlonose divers engaged in the pearl fishery, will bo sent down to ascertain the contents of the! solid masses of material of which specimens 'have been brought up by the boring apparatus. The problem is, therefore, not. the insuperable difficulty which it was when Captain Burns, of salvage fame, undertook tht' search for the west of Scotland syndicate in 1903 and IDOS. For at least two years enquiries of a historical character 'have been prosecuted in Britain, -Spain and Italy, with a view of establishing the actual facts. As a result, the situation of the wreck has been located to within 400 yards square, and t'he problem correspondingly narrowed down. Colonel Foss has discovered that the Florencia was 150 ft in length, with 40ft beam, and that she had on board 44 cannon and a considerable quantity of cannon balls, of an average of about 20 tons in weight. The ship, he believes, contains much silver and copper in coin, and, he hopes, also much wealth in bullion, candelabra, and plate. Many articles have been recovered from time to time, but the bulk of the treasure still lies at the bottom of the bay.

BUSINESS MEN ON ADVERTISING NEWSPAPERS BETTER THAN ELABORATE WALL DISPLAYS. SIR T. DEWAR'S VIEWS. London, October 30. There was an interesting discussion at the opening meeting at Olympia of the Advertising Conference on the best methods of advertising. \ Mr. Ralston Baleh (Messrs Scott find Browne, Ltd.), who presided, quoted the old! phrase that "The man who does not advertise will very soon allow the sheriff to do it for 'him." He also told the story .of an old-fashiotted stationer in Newcastle, w>ho, seeing a rival set up his business in the same street, made the announcement, "This firm was founded in 1700." Muc<h to his disgust the new man retaliated with the statement, "This .firm was founded yesterday, and has 110 old stock.''

Several speakers spoke strongly as to the value of the newspaper as an advertising medium. "Some advertisers believe in black and white, others in elaborate displays on walls," said Sir Thomas Dewar, "but the man who has been at it long enough sticks to the newspapers; the newspaper is a legitimate form of advertising." Sir Thomas told a story against his own countrymen, who .were, he said, sometimes afraid that when an article was largely advertised they had to pay for the advertisement. That was, of course, a mistake, for the increased turnover created by the advertisement enabled the proprietor of the article to sell it at a lower price. Mr. H. Gordon Selfridge said in Loii' don the opportunities for the department store to appeal to the public were almost, without, limit, but in his judgment, the best and surest results were to be obtained through the columns of widely circulated journals. He added, however, that this medium did not produce results commensurate with the enormous number of papers printed and distributed. Papers, he thought, owed it to their advertising clients to help to make the advertisements read.

Mr. Stewart Dawson also emphasised this point. The editors of newspapers should, he thought, publish articles explaining to the public why they should buy advertised articles. Some discussion took place on the question of a guarantee of circulation being supplied; by publications which inserted' advertisements. Mr. Baloh and several other speakers strongly supported the proposition, but Mr. E. W. Greening thought that a step forward would be made if a guarantee of the number of copies printed could be obtained. Eventually a resolution in favor of a guarantee of the number of copies sold was ordered' to be carried nem. con.