Evening Republican, Volume 18, Number 225, Rensselaer, Jasper County, 23 September 1914 — Page 2

Points on Advertising

By HERBERT KAUFMAN

(Copyright.) plow to Write Advertisfag Copy. A skilled layer of mosaic works ’with small fragments of stone —they Ht into more places than the larger chunks. The skilled advertiser works with’ small words —they fit into more minds than big phrases. The simpler the language the greater certainty that it will be understood by the least intelligent reader. The construction engineer plans his roadbed where there is a minimum 6f grade —he works along the lines of least resistance. The advertisement which runs into mountainous style is badly surveyed — all minds are not built for high grade thinking. Advertising must be simple. When it is tricked out with the jewelry and silks of literary expression it looks as much out of place as a ball dress at the breakfast table! The buying public is only interested In facts. People read advertisements to find out what you have to sell. , The advertiser who can fire the most facts in the shortest time get# the most returns. Blank cartridges make noise, but they do not hit — blank talk, however clever, is only wasted space. You force your salesmen to keep to •olid facts —you don’t allow them to sell muslin with quotations from Omar or trousers with excerpts from Marie, Corelli. You must not tolerate in your selling talk anything that you are not willing to countenance in personal salesmanship. Cut out clever phrases if they are Inserted to the sacrifice of clear explanations—write copy as you talk. Only be more brief. Publicity is costlier than conversation —ranging in price downward from $lO a line; talk is not cheap, but the most expensive commodity in the world. Sketch in your ad to the stenographer. Then you wifi be so busy “saying it” that ypu will not have time to bother about the gewgaws of writing. Afterwards take the typewritten manuscript and cut out every word and every line that can be erased without omitting an important detail. What remains in the end is all that really counted in the beginning. Cultivate brevity and simplicity. “Savon Francais” may look smarter, but more people will understand- “ French Soap.” Sir Isaac Newton’s explanation of gravitation covers six pages, but the schoolboy’s terse and homely “What goes up must come down” clinches the whole thing in six words.

fi Indefinite talk wastes space. It is not 100 per cent productive. The copy that omits prices sacrifices half its puling power—it has a tendency to bring lookers instead of buyers. It often creates false impressions. Some people are bound to conceive the idea that the goods are higher priced than in reality —others, by the same token, are Just as likely to infer that the prices are lower and go away thinking that you have exaggerated your statements.

The reader must be searched out by the copy. Big space is cheapest because it doesn’t waste a single eye. Publicity must be on the offensive. There are far too many advertisers who keep their lights on top of their bushel —the average citizen hasn’t time to overturn your bushel. Small space is expensive. Like a one-flake snowstorm, there is not enough of it to lay. Space is a comparative matter after all. It is not a case of how much is used but how it is used. The passengers on the limited express may realize that Jones has tacked a twelveinch shingle on every post and fence for a stretch of five miles, but they are going too fast to make out what the shingles say; yet the two-foot letters of Brown’s big bulletin board on top of the hill leap at them before they have a chance to dodge it. And at that it doesn’t cost nearly so much as the sum total of Jones’ dinky display. Just so advertisements attractively displayed every day or every week for a year in one newspaper will find the eye of all readers, no matter how rapidly they may be “going” through the advertising pages, and produce more results than a dozen piking pieces of copy scattered through half a dozen papers.

The Horse That Drew the Load.

A. moving van came rolling down the street the other day with a big-spirited Percheron in , the center and two wretched nags on either side. ' The Percheron was doing all the work, and it seemed that he would have got along far better in single harness than he managed with his inferior mates retarding his speed. The advertiser who selects a group of newspapers usually harnesses two lame propositions to every pulling newspaper on his list, and, just as the ▼an driver probably dealt out an equal portion of feed to each of his animals, just so many a merchant Is paying practically the same rate to a weak paper that he is allowing the sturdy, profitable sheet Unfortunately thp accepted custom «* Inserting the same 1 advertisement in

•very paper acts to the distinct disadvantage of the meritorious medium. The advertiser charges the sum total ot his expense against the sum total of his returns, and thereby does himself and the best puller an Injustice by crediting the less .productive sheets with results that they have not earned. There are newspapers In many a town that are, single handed, able to build up business. Their circulation ts solid muscle and sinew— all pull. It -Isn’t the numhflr-of-eopfes~prlnted but the number of copies that reach the hands of buyers—lt isn’t the number of readers but the number of readers with money to spend—it isn’t the bulk of a circulation but the amount of the circulation which is available to the advertiser —It isn’t fat but brawn—that tell in the long run.

There are certain earmarks that in'dicate these strengths and weaknesses. They are as plain to the observing eye as the signs of the woods are significant to the trapper. The news fcolumns tell you what you can expect out of the advertising columns. A newspaper always finds the class of •readers to which it is edited. When Its mental tone is low and its moral tone is careless depend upon it— the readers match the medium. No gun can hit a target outside of its range. No newspaper can aim its policy in one direction and score in another. No advertiser can find a different class of men and women than the publisher has found for himself. He is judged by the company he keeps. If he lies down with dogs he will arise with fleas. ... . *-

PICKED UP DOG IN OCEAN

Newfoundland’s Remarkable Swimming Ability Responsible for the Saving of Its Life.

Capt. Daniel Probst of the Hansa Line steamship Wildenfels, Recently arrived at East Boston, received word that he had been awarded a gold watch and chain by the Danish government for rescuing the survivors of the Danish steamer Ekliptika, which foundered in the Bay of Biscay, February 24, fahile bound from Newcastle, England, to Cagliara with a cargo of coal, a Boston Globe writer says. The Wildenfels, which was then on its way from Antwerp to Calcutta to load its present cargo, fell in with the ship Just as she was on the point of going down. An explosion hastened the destruction of the luckless freighter, and before boats could be put out it plunged to the bottom. Eleven of the crew, including Captain Hemmingsen, came to the surface and were rescued by means of lifebelts thrown from the Wildenfels. They were taken on board and cared for. Captain Hemmingsen died the day following and the remainder of the survivors were landed at Lisbon. Ten men were drowned.

Half an hour after the survivors were taken on board the Wildenfels Captaim Probst saw something black swimming in the wake of the - vessel. He thought at first it was a shark, but after carefully scrutinizing the object it was seen to be a dog. The vessel was stopped and the animal taken on board. It was so exhausted that it fell on the deck, but quickly recovered. The dog was Jack, a Newfoundland belonging to Captain Hemmingsen of the lost steamer. In the vortex caused by the sinking of the ship Jack was drawn under. While still under water the dog tried to save the fourteen-year-old boy. He seized the lad by the clothing, but in the swirl of the rushing waters the dog lost its hold. The survivors thought the dog was drowned. The Danish mess boy was saved, and told of the clog’s attempt to rescue him. When Captain Hemmingsen died he left Jack to Captain Probst, and the dog has since been the mascot of the vessel. He is the pet of the crew and when the captain is on board he is his constant companion.

LARGE CITIES OF THE ORIENT

Three of the Most Populous Hives of Humanity Must Be Credited to the East. They took a census of Buenos Aires the other day, and found 1,560,163 noses to count. The capital of Argentina is getting to be quite a town — about twice the size of Cleveland or suth a matter. A good many of the big places of the earth are hidden away in inconspicuous locations; inconspicuous, that is, because far from the range of one’s daily observations. There is Tokyo, for Instance. Thiß Japanese city had nearly two million and a quarter people five years ago, being almost as large as Chicago. Canton and Peking, Chinese communities, each has a population estimated at 1,600,000. One does not know the precise method of computation in such cases. They may count an occasional Chinaman twice because of the length of his pigtail, but the fact remains that off there in the Orient are three of the ten most populous cities of the earth.

Women Detectives.

Women detectives are now employed on special occasions at the British house of commons. One or two of them, employed by Scotland Yard, sit in the ladies’ gallery to deal immediately with any suffragette intruders. They are so fashionably attired as to be undistinguishable from the usual galleryites. Men detectives regularly elf among the men in the strangers’ gallery. When a suffrage debate is expected there will sometimes be nearly a dozen among the audience.

0 THE EVENING REPUBLICAN, RENSSELAER, IND.

MADE ROCKY FORD MELON FAMOUS

Wonderful Career of Hiram Woods, the Nervy King of Cantaloupes. CREATED A GREAT INDUSTRY Trying To Save His Gambling Business, He Became Interested In “Netted Gems”—Grew Wealthy and Disappeared. By RICHARD SPILLANE. Of those who enter the port of missing men few emerge. The harbors are deep and dark. They hide the living .and shroud the dead. They draw in the rich and the poor, the clever and the dull. The port warden keeps no records, asks no questions, gives no information. Wonderful stories Some of those who wail into the port leave behind, tales of adventure, tales of tragedy, tales of passion and tales of disaster. Rarely has there entered the port a Voyageur with a stranger story than Hiram Woods. From the Atlantic to the Pacific the man is known. From ditch digger he rose to wealth and power. W’ith little education and burdened somewhat with a record as a gambler he promoted a small agricultural experiment into a great industry. Then, one. day, he asked his wife, with whom he was attending a theatrical performance In Chicago, to excuse him a few minutes. He arose, walked out with $500,000 in his pocket and entered the port of missing men. 1

-On a farm near Plattsburg, Mo., Hiram Woods was born about forty years ago. He might never have been heard from outside the Plattsburg neighborhood but for the fact that his lungs were weak and he had to go to Colorado. Leadville is high and dry and someone recommended that city as a good place to live ip. He had little moneys and could get no other work, so he took a job with pick and shovel working in the streets. It was frightfully hard for a youth who coughed a good deal and who weighed only 120 or 130 pounds, but what he lacked in strength he made up in determination. So he stuck to it, did his share of the labor and when he got his pay he held on to a portion of it In Leadville and Denver. Leadville always has been free and easy. The men are reckless. They were more reckless in the days when Woods was a ditch digger than they are in' these times. Occasionally they got embarrassed for money. Somehow it became known that the little “lunger” who was working in the ditch had cash. A man with a fair hole in the ground, one In sight and a reputation for honesty could borrow from Woods. The Missouri boy charged a stiff interest, but that did not matter. It was hot much that he had to lend, but he was able, after a time, through the interest and through his profits in buying ore from small miners or highgraders to stop the hard and backbreaking work of pick and shovel. He got tired of Leadville and moved on to Denver. He wanted- to be out in the open as much as possible to heal his lungs, so he started a littlq fruit stand in Curtis street. It was very small and the stock he carried represented less than SIOO, but he did a fair business. The profits of the fruit stand were not sufficient to satisfy him. He had a sporting streak through him. He liked good clothes and jewelry. He liked to drop into the gambling houses. v It was early in the ’9o’s when Woods floated into Denver. He had only about S6OO when he arrived, but within 6ix months, in addition to his fruit stand, he had an interest in a keno game. Interference With Keno Game. Woods' health improved, his two businesses prospered and life was getting to be reasonably easy for him when a most distressing thing happened. Some interfering persons started an agitation to put an end to open gambling in Colorado. Everything had been wide open, the gamblers had been in clover and, naturally, the keepers of the faro games, the stud establishments, the keno room and such were horrified. It meant a serious curtailment of their profits if a measure before the legislature happened to pass. They made a secret canvass of the legislature and found that the vote was going to be very close. One of the doubtful members was a farmer who had a bit of land down La Junta way. Woods was in the gamblers’ conference when this farmer’s name was mentioned. The keno man, who is a bundle of nerves, quick of speech and quick of thought, said he thought he could handle that member. “He’s got a.Ms on a new kind of melon,” he said. “I’ve been handling some of his melons. I’m the only one that has handled the stuff. If you fellows will stand the expense, I’ll go down there and talk melons to him and when I’ve got him all worked up It won’t be difficult to get him to vote ’right on our bill.” Swink and the “Netted Gem." Woods went down to Rocky Ford, one of the first places extensively irrigated in Colorado. That was the place the melon man hailed from. A man named Swink had been experimenting with various cantaloupes. He had

crossed all sorts of varieties In an effort to get what he called a “Netted Gem.” He had succeeded. He had sent some of his melons to Woods in Denver to dispose of. Swink was first class in experimenting, but below par in merchandising. He sent Ills melons In dry-goods boxes, tubs,-barrels or tfny old thing. Woods talked Cantaloupe to the gentleman he visited and then adroitly brought in the other topic, but he went away unsuccessful If not chagrined. He was more chagrined later when the legislature put an end to open gambling in the state. His keno game withered and his rather expensive habits began to flatten his bank roll. He had to make more money or there would be trouble, so he determined to pay more attention to his fruit stand. He liked the melons he lot from Rocky- Ford. He was a good salesman. He went to all the hotels in Denver and to all the restaurants and urged them to try the melons. Then he got after Mr. Swink and the others in the Rocky Ford neighborhood and urged them to pay more attention to the proper shipping of the stuff. He built up a fair trade in Denver and the big idea took possession of him that if enough of these melons could be grown to supply the country there would be a great fortune in the marketing of them. He got to work on Mr. Swink and his neighbors and madp a deal with them to handle all their produce. Then, he started Bast to introduce the fruit. Dumped In New York Bay. It is a fine thing to have enthusiasm, to make a great fortune in your mind and to have all the joys of triumph, but the road to sucess is a mighty bumpy one. Mr. Woods had lots of bumps. He talked Rocky Ford melons to fruit people in Chicago, and fruit people' in New York until he had them quite enthusiastic. The samples he

He Asked Her to Excuse Him for a Few Minutes.

had to offer were real good. He arranged for a great shipment of thirtysix cars to be sent to New York. This was the first great shipment from Rocky Ford. It was the pride and the hope of Rocky Ford. But alas, something happened on the railroad, to cause delay, and when those 36 cars arrived in New York the stuff was taken out, shipped down the bay and dumped into the Atlantic ocean. It had spoiled en route. This experience was enough to dampen the ardor of the ordinary man, but it did not stop Woods and it did not stop the people in Rocky Ford. Woods had lots of common sense. He studied out the shipping question. It Was he who designed the box now the standard one throughout America in the shipping of melons. It was he who originated the wrapping of each piece of fruit in tissue paper. A lot of other things that lent class to the shipments were of his creation. After the Rocky Ford people had recovered from their sorrowful experience of the 36 car shipment Woods acted as their New York agent for quite a while. There are not many of the old produce men of New York who do not rentember him. He used to be on the piers when the melon trains arrived from the West and he sold to the best advantage. Not only that, but he did some clever advertising around the hotels and in the newspapers. He boosted the Rocky’ Ford melon as no other one man did. He made money, but not enough to satisfy him. He saw way beyond Rocky Ford and he started out to take advantage of his breadth of vision. Tried Various Localities. There was another man, too, who had the same foresight. That was NaL Ci Wetzel, president of the Western Came and Produce company of St Louis. The two men got Rocky Ford seed and began experiments with a view of raising the Rocky Ford melon in all parts of the coi/htry. Woods turned to the Imperial valley. He got farmers in that section interested and they had decided success. He stirred up agriculturists in Florida, In the Carolines, in Georgia, In Texas.

At the same time he did his very best to control the marketing of all the cantaloupe crop. He kept the price up and regulated supplies in a very clever way. As an organizer he demonstrated that he had rare ability. Made Money Very Fast. When the production end was In good shape Woods went to Chicago and established himself there at No. 121 South Water street. He worked up a tremendous business and he made money hand over fist. It is doubtful if any one produce man or fruit man In this eoufltry starting from meager basis ever made more rapid progress or larger profits. He was a lavish spender, He had a tin-horn gambler’s love for Jewelry and as wealth poured In upon him he sprinkled himself with diamonds. They used to call him the Ice trust in Chicago. He even rivaled "Diamond” Jim Brady. When he had all his gems aboard he was worth $50,000 just as he stood. But with his extravagance he had a cool head for business. His health was not any too good, but his nervous energy was great 'He talked the Rocky Ford melon morning, noon and flight. Although he wrote a letter like that of a schoolboy in the primary grade, he had a better grasp of essentials than most college men. Prosperity did not bring happiness to him. He had married while in the Rocky mountain country, and had' several children, but in 'Chicago he broke loose from wife and family, and there was a divorce. Woods was lavish. He gave $50,000 to his wife, settled $lO,000 a year on her and then be got married to another woman. Apparently the second marriage was happy. For two or three years everything went on swimmingly* Woods still prospered, loaded himself with more jewelry, spent as freely aB he desired, but suddenly he decided that he had done about as much business

as he should. He was only about 40. He weighed less than 130 pounds, and was a bit tired. So, he drew $600,000 out of his business, turned the management of his affairs over to one of his employes and, thereafter, gave more time to the pleasures of life. He did not sink this $500,000 away where he could not get hold of it readily, but put It In easily negotiable paper. He also was in the habit of carrying several thousand dollars in his pocket. He loved the theater, so did his wife. There was hardly a show that appeared in Chicago that they did not see.

Entered Port of Missing Men. One day in 1910 he took his wife to a matinee in a Madison street playhouse. At intermission time he asked her to excuse him for a few minutes as he wished to go out to see a man. He did not come back. Next morning Mrs. Woods received from him a check for $15,000 and a transfer to her of his entire interest in bis business. From that day to this she has not heard from Hiram Woods. Neither has anyone of the thousands of melon growers and thousands of produce men throughout America to whom he was a conspicuous figure. There never is a fruit or.produce convention in which the strange case of Hiram Woods is not discussed. AJI sorts of stories are circulated to e* plain his disappearance. There have been rumors that be' is living in North Africa, in a balmy land where his weak lungs will not distress him. There have been reports of a man a good deal like him who is cutting quite a dash in far-off Japan. Travelers tell of a lively little American who is the wonder of Valparaiso, Chili. And there even have been stories of a person much like Hiram Woods cutting quite a dash in “gay Paree,” but nothing has been'proved. Whether he is living or dead, no one seems to know, and his diamonds and his $500,000 in cash are gone. But he left some thing very tangible behind, afnd that Is a record of achievement. i per Syndicate)

Christ at the Right Hand of God

By REV. L. W. GOSNELL

Awatent to Deu Moody Bibia Intitule. Chicoao

TEXT—“He was received up Into heaven, and sat on the right hand of God.” Mark 16:19.

bodies are now in humiliation and grow weary and ill; but they shall be made like unto the-body of hte glory —wondrous thought! The vision assures us of Christ’* sympathy. He is touched with a feeling of our Infirmities, having been in all points tempted as we are, apart from sin.

Though now ascended up on high He bends on earth a brother’s eye; Partaker of the human name He knows the frailty of our frame. Our entrance to heaven is secured. Joseph’s rude brothers were out of place In the palace of Pharaoh, but because Joseph was on the throne they were soon set at ease. Christ is not ashamed to call us brethren and we shajl be “at home” with the Lord. Our Resting Savior. Christ “sat” on the right hand of God, for the work of atonement was done. Other men die feeling their vcork is incomplete, but he could cry “It is finished.” Mr. J. Hudson Taylor, when a boy, picked up a tract In which he noted the words, “the finished work of .Christ.” He saw that he had nothing to do but accept the gift of salvation and praise God; and In a moment he was saved. Will you not do likewise?

Bishop Moule and a party of friends stood one night in the Coliseum and thought of the countless martyrs whq there had died for Christ. By the light of the moon he read the closing words of Romans 8: "Who is he that condemneth? It is Christ that died, yea rather, that is risen again, who Is even at the right hand of God, who also maketh intercession for us. Who shall separate us from the love of Christ? Shall tribulation, or distress, or persecution, or famine, or nakedness, or peril, or sword? . . . Nay, in all these things we are more than conquerors through him that loved us. For I am persuaded, that neither death, nor life, nor angels, nor principalities, nor powers, nor things present, nor things to come, nor height, nor depth, nor any other creature, shall be able to separate us from the love of God, which is in Christ Jesus our Lord.” Our Mighty Helper. 1 The verse following the text reads, "And they went forth, and preached everywhere, the Lord working with them, and confirming the word with signs following.” Christ does not sit idly on his throne; but, as Stephen saw him "standing” on the right hand of God, he risfes to help his people. The Gospels tell us what Jesuß “began to do and teach,” and he is still doing and teaching. If tempted to doubt whether the Lord is among us, let us recall how he shook Christendom by a miner’s son, Martin Luther; and launched the modem missionary movement through a shoemaker, William Carey. ' • “But this man, after he had offered one sacrifice for sins forever, sat down on the right hand of God; from henceforth expecting till his enemies be made his footstool” (Hebrews 10:12, 13). He shall come to reign at last. In that day, the church will shire his glories as his own bride. Israel will be restored and be a channel or blessing to all nations. Wars and oppression will cease “and the streetß of the city shall be full of boys and girls playing in the streets thereof.” "The wolf also shall dwell with the lamb, and the leopard shall lie down with the kid; and the calf and the young lion and the fatling together; and a little child shall lead them. And the cow and the bear shall feed; their young ones shall lie down together; and the lion shall eat straw like the ox. And the sucking child shall play on the hole - of the asp,' and the weaned child shall put his hand on the cockatrice’ den. They shall hot hurt nor destroy in all my holy mountain: for the earth shall be full of the knowledge of the Lord, as the waters cover the seas” (Isaiah 11:6-9). A blind girl said she loved the Book of Revelation the best, and especially the last three chapters, since the twentieth shows Satan bound, the twenty-first shows the Lamb married and the twenty-second shows Christ, reigning. And hear this wondrous word: “To him that overcometh will I grant to sit with me in my throne, even as 1; also overcome, and am set down with my father in his throne” (Rev. 3:21), ' \ & , ’‘ *

These wor d ■ ,-glve us a vision of our enthroned brother. Our Lord Jesus Christ will have forever a human body and soul and when we see him 1 In glory it will be “this same Jesus” who was received up from earth to heaven. His enthronement suggests the gloriflcation possible for humanity. Our