Philippine magazine. [Vol. 25, no. 1]

PHILIPPINE EDUCATION MAGAZINE

June, 1928

cater, even to its own undoing, to the welfare of the other, so
poetic, so magical, so storied in its adult charm.
* Phalaenopsis amabilis, from Greek, Phalaena = butterfly or moth,
ops = having the likeness or visage of, and Latin amabilis = lovely, worthy
of affection, amiable.
t Lycaenidae, from Greek, hlkaina = a she-wolf and ido -= the family
of, application obscure.
BUILDING A BUSINESS
(Continued from page 18)
Orton. Mr. Orton was general manager of Connell Brothers
Company in Manila from 1917 to 1926, and Swedish Consul for
the Philippines from 1920 to 1926, the year he joined Philippine
Education Co., Inc.
THE GENERAL SUPPLY COMPANY
The General Supply Company, of which Mr. Samuel Thomas
was the president and manager, became a part of Philippine
Education Co., Inc., this year, Mr. Thomas remaining the manager. This company does a large mail-order business in general
merchandise.
FILIPINOS HOLD IMPORTANT POSITIONS
Besides a number of Filipino department managers, a number of other Filipinos hold important positions in the Company.
The one with the longest service is Mr. Erasmo Madamba, who
entered the Company's employ in 1908, and who is now in charge
of the subscription department of the Magazine. Eliseo Darjuan, who came in 1913, is in charge of shipping. Flor Pilar,
also 1913, looks after the business of the Company in the Custom
House. Gregorio Dino, 1916, is in charge of Manila accounts.
Gaudencio Jose, the Cashier of the Company, began work as
a clerk in the accounting department in 1919.

"PHILIPPINE EDUCATION" AS A TEACHERS' MAGAZINE
In reviewing the history of Philippine Education Co., Inc.,
"Philippine Education" has somewhat been lost sight of. After
Mr. Miller himself, Mr. Gunnell acted for a number of years
as the editor of the magazine, assisted at various times by Mr.
R. W. Taylor and Miss May Faurote. Among those who worked
on the advertising for the magazine were H. A. Duryea, Charles
Murrary, Baldomero Valdez (still with the Company and now
in charge of government orders), Lloyd Miller, A. W. Wynne,
Irving Posner and 0. F. Wang.
Not much can be written of the years following the early,
changeful years up to 1925. The Magazine remained strictly
a teachers' publication, excellent as such, but rather dull to
anyone outside the profession.
THE PUBLISHING DEPARTMENT
When in 1925, the Company took over Rosenstock's Manila
City Directory, of which Mr. A. V. H. Hartendorp was the
manager, he joined the Company under an arrangement whereby
he remained manager of the directory and also took over the
editorship of the magazine, and a little later the publishing
department was organized with him as manager. Since 1907,
the Company has published some eighty different titles and
editions. In 1927 the Company published some ten different
books aggregating 41,000 volumes.
MR. HARTENDORP AS EDITOR
The general policy adopted for the magazine under Mr.
Hartendorp as editor, was to strive to live up to the name of
the publication, called "Philippine Education Magazine" after
February 1926, not in the narrow and pedantic sense, but in the
broadest and fullest sense of the word "education". The emphasis was on broadly educational and cultural rather than on
pedagogical material for the contents of the magazine. This
change in policy met with appreciative response on the part
of the general public, the teachers, Bureau of Education officials,
and the advertisers. Mr. Clifford Butler was the advertising
manager until September of last year, when he resigned and
was succeeded by Mr. A. W. Wood.
During the year 1926-27, the same policy was continued,
but with greater emphasis on strictly Philippine material-Philippine history, biography, literature, art, science, and industry.
The January 1926, issue came out in an art cover, an innovation
which has since been adopted by other Philippine magazines.
During the year 1927-28, the contents of the Magazine were
of unusual high-grade-both the articles and the short stories.
The editorial method adopted was, like that of the best magazines in the United States, not to depend upon staff-writers,
but to invite the most competent man in any field of knowledge
to write the specific articles desired. The response was gratifying, and no scholar, scientist, or business man, when invited to
contribute an article to Philippine Education Magazine, refused
to do so. Philippine Education Magazine has come to be recognized as authoritative.
THE NEW BUREAU OF EDUCATION PUBLICATION
In January, 1928, the Bureau of Education inaugurated "The
Philippine Public Schools", a monthly magazine for teachers
distributed gratis. The appearance of this journal made it
possible for Philippine Education Magazine to eliminate from
its pages such professional matter for teachers as can better
be handled by the Bureau itself, and to devote its entire space
to the sort of material it would be difficult for the Bureau
editors to obtain. As far as the teachers are concerned, therefore, the Magazine will not compete with or duplicate the
official publication, but will supplement it. "Philippine Public
Schools" will do much better what Philippine Education
Magazine was by force of circumstances compelled to do for
so many years as in part a substitute for an official organ of
the Bureau of Education, and Philippine Education Magazine,now enjoys the freedom necessary to develop toward the ideal

FAULTLESS
Even in minor details, ANG TIBAY slippers are
faultless. No doubt they are the favorite of this hardto-please age. In style, materials and workmanship,
they are superbly fine. They provide good fitting qualities with no sacrifice of smartness. That's why more
people today walk on ANG TIBAY footwear than on
any other make.
New catalog free.
Manufacturers of famous footwear
710-712-714 llaya, Manila

MENTION OF PHILIPPINE EDUCATION MAGAZINE INSURES PROMPT AND COURTEOUS SERVICE