Decatur Daily Democrat, Volume 27, Number 5, Decatur, Adams County, 5 January 1929 — Page 3

New County Officials Who Boon There Duties On Tuesday, January 1 Mfr*g K>. .■•■. p, MRS. CLARA ANDERSON County Recorder MMMft ESgHEg&sfev 'VAii -w* jf7» NATHAN NELSON Prosecuting Attorney I ■Op Al JI |||L VW fl JU ' IW-•; •% ALBERT HARLOW County Auditor IMT wf , .jg .r - ■ HjjWh. l ’’W. ft RALPH ROOP County Surveyor Tartan of Eastern Origin The tßHnn is 11 very old form oi cloth, its pattern of weaving being well known among the Eastern nations of the world. One of the earliest mentions of the tartan in Scottish records is In 1471 in the account hool-s c* tiie treasurer of King James Hl. —— o Zircon in Many States Zircon is not a diamond; it Is a zirconium silicate. The diamond Is a crystallized form of carbon, in this country zircon Is found in Colorado. Idaho, New Jersey, New York. North Carolina. Oklahoma, Oregon. Virginia and Washington. ■TBBjffi* 0 Improperly Named The brook trout, properly speaking. Is not n trout at all. hot a charr. The rainbow is n true trout, as is the Mackinaw or lake trout. Charrs are closely related to the trout family however.

How SI,OOO Check Dropped From Sky ” s 7” I $ ** *' 'V J • ’* JT y » *? W ('. A. Meyer <>l Kansas City, Mo., lias long he *n searching throughout Middle West for Tom Casey Io repay SI,OOO he borrowed five years ago. At last, with assistance of Evanston, 111., Police Chief Freeman (center), Tom Casey (left) was found and received check from Clarence Hopkins (right), representing Mr. Meyer.

A Perfect Evening at Sea _ • L—-"-C '' 1 Au, /Il P ‘ IP i I fe '■; ■ * • -•; -.«• i S ■ k - * ... ’ , ■ ■■-- - ' . k ’ ,'" ‘ ' •• ’< v ’ 'A’ - ■ ■/ ifH - „ s. _ .. ■, ,;..-..,. k M , .xv.< . _ This unstudied picture of the next First of the Land and her son. A'.ian. was snapped as the party of President-elect Hoover went “roarin' down to Rio” on the C. S. S. Maryland, pride of the American battle .fleet. The party is now en route home aboard the superdreadnought Ctah. Stay Granted in Love Killing C V. j-r i »m ■ MUI— PjOI £*ll i m -*si: % H S : JBJ 'A 8 J '-*=■■. Wfl P B A <■ fl dI J H oi , « w#ss£y \ «. 'i&istiSysw&afcl i - 'taw' '.(■BMZTV- w jraa*MMßMßM*aaaaMr.-vnMMKMBKiaaMar. -'> » - -WMMP Photo shows Mrs. Ida Le Roeuf, of Franklin, La., and her late husband, James, whose murder she is to expiate upon the gallows. Also convicted in the triangle slaying are Dr. Thomas E. Dreher, sentenced to death, and James Beadle, a trapper, who must spend the remainder of his life in prison. The doomed woman and Dreher obtained last-minute stay cf execution in order that a sanity commission might examine them.

*»*»***♦♦♦*•* * BIG FEATURES * * OF RADIO * B***¥***¥»»*K Sunday’s Five Best Radio Features Copyright 1929 by VP WOR, network (422), 2 cst — New York Philharmonic Symphony NBS midwest network, 6 cst — Chicago Symphony Orchestra. WEAF and network, 6 cst —Barrere Ensemble. , WJZ and network, 7:15 cst—Colliers Radio Hour. WEAF and network, 8:15 cst.—Flor-

DECATUR DAILY DF.MOCRAT SATURDAY, JANUARY 5, 1929.

ence Austral, soprano. Monday's Five Best Radio Features Copyright 1929 by UP WEAF and network, 8:30 cst—Grace Moore, soprano. WOR and network, 8:30 cst. — Vitaphone hour. WEAF and network, 9:30 cst.—Opera "Shanewis.” WJZ and network, 6:30 cst —Roxy’s Gang. WJZ and network, 8 cst — National Automobile Show. 0 Get the Habit—Trade at Home, It Pays

Romance Crasnes w>< I • XT 3K HMMa i *■**! i 1 ■’ W w ! 1 A / J| i i oi w w fw ■ I 7 (cj i j Mi hn© Alimony of sl,ot>o a month is asked of court by Mrs. Percy C. Healy (above), who is fighting annulment of her marriage to Percy C. Healy, Wall street broker. She told the judge he proposed to her during an airplane ride. Grid Star to Marry Ks gL|r i I l.fHi’MrJl Don Williams (right), U. S. C. star quarterback, and Miss Fly *C. Malcolm, of Long Beach, Cal., will be married in the Spring, according to an announcement by the bride-to-be’s mother. Williams is considered one of the best quarterbacks in the country. i (International Newtsre*!) I Woman’s Work By wearing a pedometer, a housewife, doing an average amount of work, discovered that she walked five to five and one-half miles in the house daily. Necessary shopping and taking the children out accounted for another three and one-half miles. — —o Thought for Today Truth is the bond of union and the basis of human happiness. Without this virtue, there is no reliance upon language, no confidence in friendship, no security in promises and oaths.— Collier. — —o By Force of Habit “Hands up!” growled the tough bandit “Go on, you bum,” replied the former second lieutenant, “you salute first.”—Detroit News.

What Will 1929 Bring In An Advertising Way?

Ily William 11. Rankin, President Wm. H. Rankin Company, New York-Chicago. The year 19211 promises to bring good tidings, not only for those who sell advertising hut also those who buy good advertising. This is particularly true of newspaper advertising, in 192 S newspapers stood the real test and not only made good for all advertisers large and small, but for themselves. Tested advertising will be the vogue for 1929 and tested advertising means newspaper advertising! 1 know one large advertiser who spent a half million to test whether or not the theme around which his advertising copy was built wou.d catch the popular fancy and increase the sale of the product advertised. The test was made in eastern newspapers and this advertiser has announced he will spend $(1,000,000 in national newspaper advertising. The test proved the copy had the right appeal and that moderate size space used once or twice a week consistently and persistently in newspapers would create consumer demand and increase sales far beyond the cost of the advertising. In other words, the advertising increased sales at less than the percentage allowed for advertising and also decreased selling costs. An advertiser during 1928 used small apace commenting last March in about 300 newspapers and made 1928 his best year in twenty years in sales anu profits. In 1929 the advertising will start in newspapers in January and continue every week during the year. An advertiser who advertised nationally found that in the cities where he used newspaper advertising consistently his sales and advertising costs were less and his profits greater than in other cities where other mediums were used naturally he will more than double their newspaper appropriation for 1929. Another advertiser whose account we handled tested a selling, merchandising and advertising plan in three cities last February-Mat ch at a cost of about $6,000 and the results from that test were so good this advertiser spent $200,00(1 and his dealers spent $200,000 on this test copy and merchandising campaign. He will double his appropriation for 1929. Four years ago we started a newspaper campaign for one of our customers ami spent about $30,000. In 1928 we spent over $400,000 on tested copy and plan; and in 1929 we will spend double that amount. From commitments already made, we believe our customers will spend at least <SO per cent, mote in newspapers in 1929 than in 1928. What will interest newspaper publishers a great deal is that new advertisers who have never used news-

It’s a neighbor-maker OVER in the bunkhouse the boys of the Bar-C outfit have Kansas City on the radio. In her Park Avenue apartment, the slim fingers of a famous actress turn the dials, and the same music leaps forth. Forty miles north of Milwaukee, Chris Jonsen, the dirt farmer, is listening in on the same wave-length. The same sort of thing is going on everywhere, ah over the country, at all hours of the day and night. in Los Angeles see the same movies, and ride in the same automobiles that New Yorkers enjoy. The resident of Seattle wears the same sort of clothes, eats the same brand of bacon, and lives in the same kind of house as his neighbor in Portland, Maine. Advertising has done it. Advertising, the miracle worker, keeps everyone in the land attuned to the latest in everything. It has changed the buying habits of a nation. It is the great modern force that makes neighbors of the people of far countries, that brings the best of their customs to us, and takes ours to them. Reading the advertisements will keep you abreast of the times. Decatur Daily Democrat

CVamp? Eggsactly! V*' 1 '' ' ? A. " lii ISI f ' .. y • ■ -i' ->■■■■■■ - !• James Wilson. 40, of Martinsburg, W. Va., got peeved when claim that he had consumed sixty-six raw eggs in one sitting was questioned. So he sat down, let out his belt and devoured seventy-four in twelve minutes — one every six seconds. If placed end to end —but, well, figure it out yourself! papers before will appear in newspapers through tested campaigns and the results will prove to those advertisers that they can spend from $500,000 to $5,000,000 a year in newspapers profitably. 1929 will be a record year for large appropriations in newspapers nation ally as well as large appropriations in limited territories. Advertisers know that the best way to build sales in weak territories is by a 52 weeks campaign in newspapers. Most agencies know that the surest way to advertising success is to test advertising campaigns in limited teritories, prove that the merchandise, the copy and the sales plan are right and when results are known — hundreds of thousands and even millions may be spent in newspapers. "First —test and know results —then go ahead” will be the slogan for many

HIGH GRAVITY ANTI-KNOCK 1 A 4 GASOLINE, plus tax H. O. WHITE Service Station, Bth & Monroe

PAGE THREE

advertiser# in 1929 and it bodes well for newspapets everywhere for 192 u and the years to come. While I griwt you oilier mediums will go ahead in 1929 I am sure in 1929 newspapers wid lead every month of the year in number of new advertisers as well as increase in vo); time of advertising. w And the reason for this is that newspapers, large and small, are doing the most intelligent selling for themselves and in helping their advertisers to succeed 011 a large scale. And they are using advertising themselves not only to sell their own space, but to sell their readers to buy advertised products, ami the dealers iu their territory to push products advertised in newspapers — lessening both dealer and consumer sales resistance. Newspapers have tested the valhe of their own space and have used it effectively to create reader confidence and have helped crate the habit of reading and believing advertising that appears in their columns. For after all the real test of any advertising is will the subscriber read and believe the advertising copy and will he buy—and that is why advertising copy must be tested. Thi> agencies are building their organizations in an intelligent manner so that they have men and women who can prepare campaigns worthy of advertisers making a real test and afterwards using newspapers consistently the year round. And may we not pause a moment and remark that there has been a marked advance in advertising agency service during the past ten years • and 1929 wil Ishow the greatest advance in that direction. o ■ » Watch Acts as Calendar An oblong wristlet watch made recently measures only one inch by one I and one-half, (t records not only the time, but, in addition, the day of the week, the month, the date, and the phases of the moon. The last four records are contained In small circles on the dial. o Common People \ Heard today that the common people Oi the United States lave more gold In their teeth than the common people of Europe have In their banks and purses.—Atchison Globe.

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