The problem, therefore, which confronts the architect in acting as judge of materials and brands as to their quality is very serious and extremely full of pitfalls, and outside of his personal experience and that of his friends, the choice must be made upon the claims of the manufacturers as presented in advertisements. Now, of course, the difficulties which advertising literature presents are the overstatements which are found in them and the suppression of facts which appear to the makers as derogatory of their product. But if the circulars of information and advertising statements are collected for any one type of mechanism or any one type of material or system of construction, it will be found that the truth of the matter will be implanted in the accumulated statements of the various concerns manufacturing these mechanisms or materials. What one manufacturer does not say another will, and very often a rival firm will reveal the defects of its competitor’s products by its advertisements. In fact, if you want to find out what is the “nigger in the wood-pile,” read the advertisements of a rival manufacturer. Of course it is not good taste in advertising to knock the other fellow’s products, but general statements are made which are enough to enlighten the alert reader as to what should be the good points to look for.

For example, suppose the architect knew little or nothing about what should be the good qualities of a hot-air furnace of the pipeless type, but had before him the advertisements of various makers which we will designate as A, B, C, D, and E, although the quotations which are given are accurately taken from real advertisements of well-known firms, the identity of which we have purposely concealed under the assumed titles of the letters of the alphabet.

Let us pick up advertisement of (A) manufacturer, and select what appear to be the important statements which occur in it. We read: “The grate is slightly cone-shaped, which breaks up all clinkers and makes the fuel roll toward the wall of the fire-pot, where air is mixed with the gas. This generates a much greater degree of heat than it is possible to obtain with the old duplex and flat grates, and clinkers that would form and be wasted in other furnaces are thereby consumed.” From this the architect has learned to consider the question of the grate, and certainly he has definitely found out what is the disadvantage of the furnaces which use the old duplex or flat grates. It ought to be his aim to ask the manufacturer of furnaces using these types of grates what they have to say in defense of this indictment.

But let us continue to read: “The ash-pit is large and roomy on the inside, and is provided with a very large door, which makes it convenient for the removal of ashes.” It is evident from this that there are furnaces on the market which have this defect of too small an ash-pit and door. The architect can then mentally pigeonhole this as a point to be considered in examining a furnace.

Continuing our reading we come across this statement: “The (A) radiator is cast in one piece, with no joints to be cemented or bolted together.” This is evidently a reflection upon the weaknesses of other makes which have radiators that are bolted and cemented together, and on investigation we soon learn that furnaces often have leaky radiators which permit the coal-gas to escape into the warm air delivered through the house. Here is a definite defect to be remembered.

Suppose we turn now to advertisement (B), and here we read the following: “Insulating air-chamber acts as a positive division between the bodies of warm and return air.” This is certainly a hint of a possible defect in a furnace. Perhaps not all of the furnaces are adequately insulated at this division between the bodies of returning cold air and the outgoing warm air, with the resulting loss of efficiency and sluggishness of circulation.

Reading on in the same advertisement we find the following: “The (B) smoke-plate is an added precaution against the leakage of smoke and gas.” Evidently there is some possibility of smoke leaking into the warm air, or else this device would not have been suggested, and probably there are some furnaces where this is a very serious objection.

Turning to the next advertisement, (C), we read: “Only the best grade of iron goes into the casting.” This is another consideration; for evidently, from the following, certain types of furnaces do not use the best castings, and give trouble. “Breakdowns and imperfections are reduced to a minimum. The endless series of treatments and repairs is never required.”

A further reading tells us that “the humidifier is ample capacity,” which statement suggests the possibility that not all humidifiers are large enough.

But look what advertisement (D) informs us: “No heat lost by being radiated through casing into cellar.” This is certainly an interesting point to consider. And reading on we learn: “Long fire-travel in radiator insures a cool smoke-pipe and there is no fuel wasted.” This is surely a matter of design that ought to be observed in good furnaces.

Still another fact is brought to light by “Fire-pot—one piece, heavy-ribbed for purposes of increasing its radiating surface and to give it greater power of resistance against expansive force of the fire.”

But here is something none of the other advertisements have told us: “Steel radiators are preferable for the use of hard coal; cast-iron radiators for soft or hard coal or wood.” Also: “Radiators can be turned in either direction, thereby permitting smoke-pipe to be connected with chimney from the most advantageous point.”

Finally, when we read in advertisement (E) the following, “Grate-bars are quickly removed and replaced. No bolts used,” we wonder whether other furnaces use bolts, and whether there is a real objection to them.

Taking the information given in these advertisements, we can now make the following list of points to be considered in selecting any one make:

Most certainly this is an array of matters to be considered in the selection of a furnace which no one, except an expert, would think of, but they are all drawn from the advertisements, and this process of study is open to any one who is interested in learning the technical difficulties involved in the selection of this particular mechanical device. Perhaps not all of the knowledge gained is scientific, but at least there are stimulating bits of information that should be investigated.

Let us take one more example of this amusing game of comparing advertisements as applied to roofing materials. Here we will find many conflicting statements, but out of the whole battle of words we can glean some interesting truths.

Turn to advertisement (A) and we read the following: “Nearly every objection to wood shingles as a roof-covering is applicable to slates, which have still other adverse features. Slates are not fireproof. Ask the underwriter how the insurance companies regard them, and especially how, in comparison with clay tiles, they are not permanent, though more so than wood shingles.... Slates attract lightning, and while the sun warps shingles and the wind rips them off, slates are easily broken, and if there is even a slight settlement or vibration, repairs are necessary. Moisture gets under them, and during the winter months especially causes them to lift up and break off. When the ice thaws, the broken pieces slide out, leaving a defective place in the roof. This will happen every winter with a slate roof, and to keep such a roof in perfect condition it must be gone over each spring and the broken slates replaced with new ones.”

Turning to advertisement (B) for asbestos shingles we read a different point of view: “Unfortunately, however, slate, particularly that which is obtainable on the market at present, does not last much longer than clay tile or tin shingles.”

But reading from advertisement (C) we are amused at the following: “Slate being solid rock, they simply cannot wear out. They cannot rust, decay, crack, tear, warp, shrink, disintegrate, melt, burn, or smoulder. They will not contract or expand under the influence of heat or cold. They never need painting. They will not attract lightning—nor will they permit the growth of moss or decaying vegetable matter.... One of the most important advantages is from the insurance standpoint. Many roofs (not alone wooden shingles) are highly inflammable; but a slate roof will not ignite from sparks from fire in an adjacent building, from passing locomotives, or from any other cause. This fact is so well recognized that insurance companies allow a very substantial reduction in rates on slate-roofed buildings.”

The contradictory statements here are very amusing, but the truth can be seen between the lines, that the makers of clay tile really believe that slate is their real rival, and have searched very hard to pick flaws in it as a material for roofing. And when the advertisement of the asbestos shingle manufacturer is read, we learn that slate does not last much longer than clay tile. But both are insistent upon the opinion of the fire underwriters, and for this reason we naturally turn to see what they have to say, and we find that both slate and tile are under Class A roofing materials, with little difference made between them. As for the point of attracting lightning, why is slate used for switchboards if it is as good a conductor of electricity as a statement of the above type would imply? It is quite evident that one’s opinion of slate after all this controversy will be about on a par with one’s opinion of clay tile, and that one will realize that poor grades of either slate or tile, or poor workmanship, are rather more the causes of failure than the material itself.

Many more examples might be given of this interesting method of learning the truth from advertisements, but the principle in all cases remains the same, so that further quotations would only amuse rather than instruct.