Here's another reference to the effort to recruit both new students, and anyone who may have once played "guitar, banjo, mandolin, mandolin-banjo, mandocello, harp, harp guitar, guitar-banjo....knock the dust off them and get busy"!  "Under the direction of J L Ivers." Again, I'm sure the idea here was to recruit students or existing amateur musicians who would become potential buyers of Gibson Mandolin family instruments.