MOTHERS' DAY

One of the most prominent annual splurges of advertisers is Mothers' Day, celebrated by them yesterday. With a skillfully planned campaign of publicity telegraph companies, florists, and confectioners have succeeded in establishing another significant season for the use of their facilities by the thoroughly gullible public.

Mothers Day was one of the first of the recent brilliant ideas concocted by ambitious salesmen. In its wake one completes the year with Fathers' Day. National blank bread week. International soap weeks, and even Universal eat-a-certain-kind-of-cracker month. There is now hardly a seven day stretch which does not yield its important hours to the grasping plans of retailers.

Sentiment however, is hardly becoming to the stores whose windows soreness out their bargains with such expressions as "Remember your mother with a pound of candy at a specially reduced price, or else send a box of pansies--for only 35 cents". Other national days and weeks are usually perfectly innocuous or mildly amusing. Mothers' Day, obviously invented merely to capitalize the feelings of a sentimental populace, is manifestly distasteful to those who have respect, as well as love, for their mothers. The annual custom of Mothers' Day is one the date and very existence of which are annually forgotten by the public until resurrected by storedealers in early May. Complete oblivion would be more desirable.