SINCE the dawn of the Advertising Age,...


SINCE the dawn of the Advertising Age, Maryland has bee selling itself by slogan. From Old Line State and Maryland Free State onward, the verbal parade strums and struts. America in Miniature. The Land of Pleasant Living. Keep Maryland Green. Make a Maryland Memory.

Now, the state's ads have still another new refrain: Live for the Weekend. Presumably the visitors are close enough to start with that, flying, driving or riding, they can finish work and get here by Friday evening or Saturday morning. Manly moolah, womanly wampum.

Here's to hospital staffs, clergy, firefighters, law-enforcement agents, store personnel, newspaper deliverers and the many others, in Maryland and elsewhere, who live for such weekdays as they have off.

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TOMORROW, Maryland Day, someone back home in Yorkshire could idly wonder: What's become of them -- the titled Calverts who long ago left northern England for America?

The answer is, they're still here, though perhaps less prominent than at first. That new-fangled resource, the phone book, lists almost a column of Calverts in the metro area named for Sir George Calvert, Lord Baltimore. Two present-day Georges appear; no Cecils, no Leonards. Of more than 600,000 phone owners, 67 give Calvert as their family name.

As a name, Calvert, herder of calves, is akin to Shepherd (sheepherder), Cowherd or Coward, Ewart or Youart which is ewe-herder. In the 17th century there were lots of livestock and quantities of Calverts.

To turn the question around, how have Yorkshire's other Calverts fared -- the untitled ones who didn't emigrate? In U.K. phone books, the proportion of Calverts is greater than over here.

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