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Palladium, Phoenix , Psyche, Sphynx. They may indicate a con

fidence in sound, or in sight, to attract attention to itself, — Bugle, Bell, Chimes, Harp, Phonograph, Tocsin , Town Crier, Trumpet, Voice, Warbler ; Beacon, Light, Torch. At other times the same object is secured through names indicating some form of military or of patriotic endeavor, - Arrow, Tomahawk, Lance, Free Lance, Scimitar, Cannon Ball; Minute Man, Volunteer, Pilgrim , Crusader ,

Standard, Banner, Flag, Herald , Signal. The names chosen indicate still more often what the news

paper believes its function to be. To one this function may seem to be the perfect reflection of the times, Kodak, Mirror, Por trait, Reflector ; to another, leadership, - Advance, Chief, Chieftain , Forward, Leader, Progress, Vanguard; to others activity, - Alert,

Hustler, Push , Rustler ; to others the transmission of news, Courier, Messenger, Mail, Post, Express, Telegram, Telegraph, Telephone, Cablegram ; while other names emphasize the pre sentation of news, Chronicle, Index, Informer , Intelligencer, Record, Register, Reporter, Tidings, Times. One group of names suggests the attitude of self-satisfaction, Climax, Eureka, Ex celsior, Favorite, Hub, Nonpareil, Optimist, Oracle, Success, Sum mit; another the New England conscience, - Plain Talk, Plain

Speaker, Plain Dealer , Truth, Square Deal; still another an active responsibility, that in another group becomes aggressive respon

sibility, - Advocate, Vindicator, Champion, Defender, Monitor , Agitator, Awakener ; Call, Gridiron, Muck Rake, Hot Blast, Crank, Critic, Boomerang. Far different are the names that suggest the attitude of detachment or that of the on -looker devoid of all per sonal responsibility, - By- stander , Observer , Watchman , Survey,

Outlook; even an appreciation of humor is disclosed in the names

of otherwise serious papers, - Acorn (Burr Oak, Mich .), Epitaph ( Tombstone, Arizona), Eye (Needles, Cal.), Réveille (Rifle, Cal.), Twiner (Woodbine, Iowa). But it is in the organs of special

trades, industries, and occupations that the personality of a news paper is most unequivocally conveyed through its name, - Bit and Spur, Farm and Garden, Profit and Loss, Case and Comment, Ores and Metals, Square and Compass, Barrel and Box.3 3 The extent to which the names of periodicals reflect current interests

is indicated in the names given in N. W. Ayer and Son, American Newspaper