risk on a principle in which they fully believed. The author of the idea of a ten-cent magazine and a bank with a million depositors knew but little about the publishing or the banking business when these institutions were launched, but he had faith in his own

says: "At the time when my paper was yet quite small and I was wrestling with the financial problems involved in such an enterprise, I ordered a Bell telephone put in my house; it was one of the kind where I settled with the company each month for the number of calls used. I had a number of neighbors who found it convenient to join with me in the accumulation of my monthly telephone bill, which I had to foot. I did not feel that this was right, and looked about for a way to change it. I did

Fig. 3. Magneto Controller.

convictions, and found men who knew the details of each business to run the machinery, while he kept his eye on the main issues. Such is the man who sees for the telephone business a future worthy of his attention.

The Controller Company of America was formed by Mr. Lewis about three years ago, and the story as told by Mr. Lewis is quite interesting. He

not feel like refusing to let my neighbors use the telephone and did not want to appear small by telling them. that their calls cost me five cents each, although I felt that they could just as well afford a telephone as I, so I rigged up an attachment whereby the receiver hook could not be lifted until a nickel had been deposited, and told my neighbors that I had put it on to keep check on the operator who kept my count. I was not bothered so much thereafter, and soon learned that one of the neighbors had ordered in a telephone of his own. Thus I saved myself a good deal of inconvenience and made a new patron for the telephone company.

"I did not know anything about the

telephone business, but I began to wonder if this was not a possible solution for an existing evil. I wondered if my experience was not about the same as thousands of others, and so at leisure moments I arranged to try it further by having some more of the little boxes made. I arranged I arranged with a few friends to try them and the results of their experiences were so uniform that I decided that I had struck upon a good idea and laid my plan before a friend (the president of the Fourth National bank of St. Louis, now president also of the Controller company). He saw the possibilities in the idea and we organized the Controller Company of America, so-called because we had spoken of the device as a controller. We knew

that the form of the device then used would not meet the regular requirements of the telephone service, and so we employed some electricians to work out the idea and develop a machine that would.

"Over two years were consumed in experiments and with the result that we had quite a curiosity shop of models, and patents galore, but we did not have what we wanted to carry out our idea in a way that would permit of its universal adoption. During this time my publishing business had rolled itself into a structure of gigantic proportions, and my attention to this and the organization of the postal the postal bank (which, according to my plans, was about ready to launch) was needed to the exclusion of all other issues, so I decided that this pet idea, in which I had and still have unbounded faith, must either halt or I must find the man fitted to carry it on, who could give it his undivided attention. I had heard through my secretary of a young man who had a device that just met my ideas of what was required to carry out my plans. I wired him to come to St. Louis and we made a deal with him. I turned over to him the whole proposition, with our financial co-operation, and gave him carte blanche to go out and get results. Ten months is a very short time

in which to give much of an idea ordinarily of what a proposition of this proportion will develop, but we feel that the results thus far have been by far better than we hoped to attain in twice the time, and as a result we have planned to increase the capital of the Controller Company to $1,000,000 in February, and put Mr. Stroud in a position to carry out his aims and ours unhampered."

DEAN BOOKLET IS OUT.

"Transmitters and Receivers" is the title of the first of a series of interest

ing new booklets to be issued by the Dean Electric Company of Elyria, Ohio. The Dean Electric Company, which is headed by some of the best known men in the Independent field, has finally completed its new plant and all necessary equipment at Elyria, and is now ready to fill orders. That its apparatus will be up to the highest standard is assured by the fact that such men as W. W. Dean, A. E. Barker, S. B. Rawson, S. R. Beyland and others prominent in the telephone and electrical world, are identified with this concern.

Their first booklet, "Transmitters and Receivers," illustrates the Bell solid back, Reverse type solid back and Dean solid back. Attention is called to the Dean transmitter and deductions are made which claim superiority in design over the others. Among other important points in its construction and operation are simplicity, self-adjustment and inability to pack. The Dean receiver embodies all the most advanced ideas in design and has many points of advantage over others. Especial attention is drawn to the adjustment which is made irrespective of the shell, and also to the terminals for receiver cords which will grip any style of tip or the tinsel ends.

tance Independent telephone companies, and invites correspondence from all those who contemplate the purchase of dry batteries.

NEW AUTOMATIC TELEPHONE MANUFACTURING COMPANY IN FIELD. The Kusel & Kusel Automatic Switchboard and Telephone Manufacturing Company is the name of a new organization, located in Chicago,

the somewhat lengthy firm name, the concern will be known "for short" as The Kusel & Kusel Company. The main offices and salesrooms are in the Monadnock building, Chicago, corner of Dearborn and Van Buren streets, centrally located in the heart of the business district of Chicago.

The Messrs. I. J. and H. J. Kusel, who are the organizers of, and who comprise the entire company, in fact,