the results of some experiments on the lac-case of Kurushi and other materials from the protein reaction of the substance, and the fact that pyrrol is formed when it is heated with alkalies, in addition to the impossibility of separating the enzyme itself from gummy substances, Professor Tschirch assumes as a provisional working hypothesis that the enzymes are glucoproteids of the pyrrol group; but, as he states, this assumption may be right or wrong, and does contribute much towards explaining enzymatic actions. Of greater importance is the recognition of the colloid character of all enzymes; indeed, their action is only comprehensible on this basis in cases where several, often antagonistic, effects are displayed side by side in the same cell. There can be no doubt that not only in the animal, but also in the plant organism, in the same cell several indeed many-enzymes are present, of which some-e. g., reductases and oxydases, glucoside-splitting and glucoside-forming-act in direct opposition to each other.

It is now established that the enzymes, like the catalysts, hasten the course of a reaction, that they are destroyed by heating to 70°-100° C., and that they can be "poisoned" by certain substances. On the other hand, the presence of certain substances (some metals, traces of acids and alkalies) enhance their action, but it is still doubtful whether and to what extent the enzymes as such participate in reactions, and whether, as is now generally assumed, the enzyme is not used up in the reaction, but before its effect sets in it enters into an adsorption combination with the substratum.

The fundamental properties of the enzymes were known to Schomein, who discovered the oxidising ferments in the sixties of the past century, although in 1809, Gottling, a pharmacist, had observed the peculiar oxydase reactions of gum acacia, without being able to explain them. Diastase was discovered in 1814, and in 1831 the identity of its action with that of ptyalin in the saliva was established.

Over one hundred and twenty enzymes are at present known, and the action of the majority of these consist in splitting up or transforming, although there is an increasing number of observations dealing with the synthetic role of enzymes. It has been possible to build up isolactose from d-glucose and d-lactose, and recently even the glucoside amygdalin has been built up with the aid of yeast maltase. It may be safely assumed that these building-up enzymes play a great part in the synthesis of plant substances. Of great interest is the fact that enzymatic processes may be reversed, as was shown in 1898 by Croft Hill, who proved that a reversible zymohydrolysis was possible.

To understand the processes which take place in the living medicinal plant and in its transformation into a drug and then in the latter itself, it is necessary to pass in review the best-known enzymes. The first and largest group, and the first to be known, is that of the hydrolases or hydratases, among which the carbohydrases are distinguished by their property of splitting up polysaccharides. To this group belong the biases or disaccharases, such as invertase, maltase, trehalase, gentiobiase, and the triases or trisaccharases, such as raffinase, gentianase, rhamninorhamnase and stachyase, as well as the polysaccharases, such as amylase, which splits up starch and is also known under the name of diastase, cellulase (or zytase), inulase, seminase, pectinase, xylenase, and gelase.

The glucosidases, the enzymes capable of splitting up glucosides, are widely distributed, and their principal representative is emulsin, which splits up amygdalin. A large number of these are named with reference to their respective glucosides, and include, inter alia, populinase, phloridzinase, salicylase, arbutase, gaultheriase, rhamnase, myrosinase (myrosin), tannase. Another class of the hydratases are the

ester-splitting esterases, to which belong the fat-splitting lipase, and chlorophyllase, which is present with chlorophyll.

A particularly important group is that of the proteases and amidases, which includes pepsin and trypsin-pepsin belongs to the proteases. Another group, the coagulases, is mainly represented in animal organisms, and to it belongs chymase, or rennet, which causes the coagulation of milk. Of considerable importance to us are the oxydases, which possess the property of causing oxidation in the presence of oxygen and peroxides; these are extensively present in medicinal plants, and the guaiacum blue reaction is due to their action. The catalases decompose hydrogen peroxide in oxygen and water, while the reductases are responsible for reductions and also play a part in the living cell.

There is scarcely a living plant-cell free from enzymes; peroxydases and catalases especially appear to be present everywhere, and, as already mentioned, very frequently several enzymes of often antagonistic properties are present in the same cell. Ten enzymes have been isolated from the liver, and five enzymes from the bark of the horse-chestnut-viz., three different oxydases, one catalase and an anaeroxydase. The changes which the plant undergoes post mortem in its transformation into a drug are of special interest to pharmacognosy; here we have the phenomenon that, after separation from the plant, many parts undergo considerable changes, particularly of a chemical nature, such as those which occur during the process of drying. In 1888 Professor Tschirch established that within twenty seconds of removing the bark from Cinchona succirubra it assumed a reddish color on its inner surface, due to enzymatic action, but if the twig is put in water at 80° C., on removing the bark it does not redden. In the first phase of the process the glucotannide present is split up by a glucosidase, and in the second phase the aglucon thus produced is oxidised to the red coloring-matter by an oxydase. Vanilla affords another example of a different kind of enzymatic action. In 1888 Professor Tschirch found that on destroying the enzymes by alcohol vapor no vanilla odor occurs, and Winckel's experiments in 1909 proved that vanillin is excreted only in non-sterilised fruits.

It may be accepted as proved that in the process of drying glucosides are altered by the action of enzymes, while alkaloids are apparently less affected. The question now arises: What is the effect of drying on the enzymes themselves? Bourquelot found that several plants contain enzymes when fresh only, and that they disappear during drying or on keeping. The most permanent enzymes are found in such drugs as chicory, taraxacum, marshmallow, the gums, and the gum-resins. Gum acacia retains its enzymes for decades, as is also the case with the laccase of Japanese lacquer, which, on oxidation, imparts that special character to Japan-ware.

The question as to whether the enzymes contained in drugs should be destroyed and whether all enzymes possess a medicinal action is not yet answered. The human organism itself forms so many enzymes that it is extemely probable that those ingested are destroyed or assimilated. Zymase, for instance, is destroyed by the proteolytic ferment of the pancreatic gland. At present there are a number of "sterilised" drugs on the market as well as pharmaceutical products made from them-digitalis, for instance; but it must be remembered that the pharmacological action of these "sterilised" drugs must be further studied, as our present knowledge is based chiefly on the use of non-sterilised drugs. A case illustrating the action of enzymes is afforded by gum acacia; mucilage of acacia undergoes considerable changes when mixed with other substances, especially readily oxidised substances, and for this reason the Swiss Pharmacopoeia requires it to be heated-i. e., to destroy the enzyme. On the other hand, several enzymes display a useful action. This is apparent in the processes to

which such drugs as tea, cocoa, coffee, tobacco, vanilla, and tamarinds are subjected to improve them. With several drugs the perfume is only apparent after enzymatic processes have been at work during drying; thus fresh orris-root is almost odorless.

All these processes have as yet been but little studied, and it is only when we are thoroughly acquainted with the cause, conditions, and course of them that we shall be able to regulate and improve them, and here a wide field of research opens up for pharmacognosy. Our aim is not only to eliminate the deleterious actions of enzymes, but to subject the actions to the service of man and to make them useful for drugs, such as has been done in the preparation of foodstuffs-e. g., in brewing and in making wine, cheese, bread-where the process of "fermentation" is due to enzymatic action. When we have learned to utilise the enzymes formed by higher plants, such as is now the case with myrosin in the preparation of oil of mustard and of emulsin in the splitting up of almond-amygdalin, the number of useful enzymatic actions will be considerably enlarged, and, to quote Goethe, from wonder we shall proceed to consideration, and from consideration to examination. We are led to this thesis by the philosophy of pharmacognosy, and by experiment guided by the process of thought. As Houston Stewart Chamberlain remarks: "La science sans philosophie est un simple bureau d'enregistrement."

A Trenton merchant advertised to give away the largest Teddy Bear in Trenton. The customer was asked to save duplicate sales checks; that they would prove valuable. These sales checks were to be brought to the store before the first of the following month, and the largest purchaser during the preceding month was to be entitled to the bear-absolutely free of charge. In the meantime the bear was prominently displayed in the merchant's window.

Telling Why He Sold Cheaper.

Buyers of goods are not satisfied with being told that goods are the best and cheapest. Even if they promptly purchase the goods, they want to know "why" they are cheaper and better than some other dealer's. It should be the aim of every honest advertiser to relieve this natural curiosity on the part of his customers.

In every city there are half a dozen or more stores that claim to sell the best and cheapest goods. Some give reasons, which are somewhat remote, and others deal in generalities. But generalities don't go with me any more than with other intelligent buyers.

In a recent issue of a New York paper I noticed an advertisement of an ice cream manufacturer who claimed to sell the best and cheapest ice cream in America. He explained in detail just why it was better than any other brand of ice cream and just how he could afford to sell cheaper than other dealers. I look upon his advertisement as one of the best I ever saw, because it gave good, tangible reasons "why."

The

advertisement might have been made much stronger, the illustrations were not good, but the advertisement as a whole was good.

In the first place, this dealer explained that he owned his own farm, raised his own cows, skimmed his own cream and brought it to town in his own wagons. On his farm was also raised the food necessary for the cows. His property included a small lake and in the winter he cut his own ice, storing it for future use. He raised fruit of all kinds, from which he manufactured his own flavoring extracts. In fact, the only thing he couldn't raise was his own salt.

Thus it is seen that this dealer produced his raw materials at the minimum price. But he went a step further. He built his own factory for making ice cream freezers, ice tubs, milk and cream cans and all the necessary apparatus for modern ice cream freezing. His dairymen, when they completed their morning occupation of milking cows, were set to work in the shops manufacturing and repairing freezers. His wife ran the farm, his son was foreman of the shops and the old man himself looked after the city establishment where his three daughters acted as salesladies.

Now the secret of this man's success was not so much in the fact that he had the facilities for making better and cheaper ice cream than his competitors, but because he told the people "why."

The question "why" is in every one's mind, and no man can become successful until he answers it intelligently. If a man expects to sell goods he must be able to answer in a manner that will carry conviction to the hearts of his customers.

The Scheme Show Window.

The following item from the Canadian Grocer, Montreal, brings to light many interesting facts regarding the business-getting power of the show window. It also explains a plan that can be worked by any number of merchants who have the ambition to try.

$400 FROM A SHOW WINDOW

Toronto Retailer Gets Very Satisfactory Results from Mechan-
ical Windows-How a disadvantage in Store Location is
Overcome.

Most merchants stick to staple goods sold in the store for window display, and as a general rule they are right, but a novelty introduced occasionally may be very effectual, as the following instance shows:

The store of McLeod & Son, corner Sussex and Spadina, is set well back from the street behind the line of other stores. As far as value of the window is concerned this fact in this case is a serious drawback, for ordinarily the public pass and never look toward the window. To counteract this, about this time of the year, when other merchants are showing fresh shipments of goods, McLeod & Son always plan to exhibit something novel, usually in the shape of a mechanical window.

Recently they hit one depicting a section of sea and shore, with lighthouse at one end and a life-savers' house at the other. In the foreground on a foamy sea of cotton, with copper sulphate to imitate the green of the water, pitches a wrecked schooner, and halfway between her and shore a life-boat filled with rescuers is making a haz

ardous way.

When the window is lighted up and set running, it presents quite a novel sight. A shaft running the length of the window and operated by a midget water motor, is provided with cams, which provide for the tossing in a very vivid way of the schooner and the life-boat. The shaft is connected to another in the lighthouse and this

actuates blue and green revolving lights, which show at regular intervals. A beach of real sand runs along windingly as beaches usually do, from the lighthouse to the rescuers' station house, and at one point a small wharf has been erected.

A home-made searchlight, consisting of a small kerosene lamp placed in a tinlined box, placed behind the window, adds to its vividness. And the window has proved very attractive. "Why", said Mr. McLeod to a reporter, "people come in and look at that who never knew the store was here before. It's a great attraction for the children, too," he said, "and you may be sure that the fathers and mothers will come to the store which attracts their children."

Asked as to whether the people came in the store, Mr. McLeod said. "Well, I guess they do. We were so filled up last night that we could scarcely move around. Last year we had an old mill of something the same style of window. We can trace at least $400 in business directly to the attractive power of that window. We expect to get even better results this year.'

Such a window is not particularly easy to put in and seems to need a hand with a good deal of mechanical genius to make it turn out really well. The details must be carefully looked after, and to show to what extent Mr. McLeod watched these when arranging this window it is necessary to say that over three hundred pounds of sand alone were used in making a natural-looking ocean beach.

Find the Baloon.

A merchant in Riverside, California, recently sent up a large illuminated paper balloon from the roof of his store building. Attached to this was an order on this merchant for five dollars in gold to be awarded the finder of the balloon. This is not a new scheme by any means, it has been used often, but it seems to always attract much interest.

Shetland Pony Free.

A merchant in a small Missouri town recently had every boy and girl in town. working for him. He accomplished this by offering to give a $150 thoroughbred Shetland pony to the most industrious boy or girl. This was his idea:

Tickets were given to every boy and girl who wished to enter the contest. The contestants distributed these tickets among their friends and requested them to go to this store to buy their merchandise. When the customer made a purchase at this store he stated that he wished to credit a boy or girl friend, and a duplicate ticket was given them. When a customer completed his or her purchase this ticket was turned over to the clerk, the amount of purchases written on the back and the ticket was placed in a lock box. A committee selected by the contestants counted the amount of purchases from time to time, so that the standing of the contestants could be published; thus any boy or girl knew his or her standing in the contest. This plan was said to have proven very successful and to have brought a great deal of extra business to the store.

About Your Newspaper Advertising.

You'll find dealers now and then who say that newspaper advertising does not pay. But the fact still remains that there are thousands of dealers all over the country for whom newspaper advertising, in fact, all kinds of advertising, has been made to pay. It must be that they do it differently or that they have a better article.