The latest answer to the time honored query, "What's in a name?" comes from the Middle West and informs us that as much as $100,000 dollars a year can be drawn from nothing more than a happy combination of letters. "Red" Grange, former sensation of mid-Western gridirons and the despair of ambitious backfield men, has found an unrivalled formula for living in opulence with an expenditure of nothing, in the way of effort, a year. Tired of supplying neighboring ice boxes with their heavy fuel, weary of dashing up and down mud covered gridirons, even, it seems, fatigued by the importunities of the camera man and the movie director, he has found an easier, and a more profitable method of employing his talents. He now sits comfortably at home while industrious candy dealers and phlegmatic pharmacists from the Alleghenies to the Rockies sell candy bars with the name "Red Grange" inscribed on them--sell candy bars and pay him for whom they are named 50 per cent of the profits.

Perfection has almost been attained in the sordid business of making a living. The gifted man need no longer trouble his brain with the vulgar strife of ordinary mortals, he need not even incur the sin of wishing that a wealthy forebear be relieved from the pains of earthly existence. He need only consent to have his name spread abroad in the land on some article of common use and then enjoy the tribute he draws from an appreciative world. Only one difficulty yet remains, he must first go through the difficult, perhaps dangerous, process of becoming a popular hero.