Jasper County Democrat, Volume 18, Number 23, Rensselaer, Jasper County, 23 June 1915 — TAKE IT EASY, GENTLEMEN. [ARTICLE]

TAKE IT EASY, GENTLEMEN.

The Star is in lull accord with! the state organization of the Pro-1 gressive party m its decision to! maintain itself, pending ‘develop-! meats, hut is not at all in accord' with' the somewhat irascible spirit] shown by Chairman Boyd, toward 1 those members of the party who re-' cently “went back” ,to the Repnbli-' can party. Why not let the erring brothers depart in peace? it requires too violent a strain upon the imagination to follow Mr. Jackson in his apparent conviction that these late Progressives were patriots up to a few minutes ago, but have been transformed in the twinkling of an eye to villains of the deeiiest dye: We should say at a venture that 75 per cent of the Progressives still standing at Armageddon , and 75 per cent of those recently renegade will be fotfnd voting- ihe same ticket in November, lift 6; though neither the Star nor anybody else knows whether that will be for Woodrow Wilson, for the Republican nominee or for a nominee of the Progressive party. The difference between these gentlemen comes perilously near being a mere difference in their prophetic view of the future. One side says that the battle for progressive principles in 1916 will be in the Republican party; the other side insists that it will be in the still active and militant Progressive party. With all due respeht and affection for each of these able and important schools of political philosophy, the Star is Compelled to inform all of them that they don’t know a d—- thing about it. All that we know, now is that the Republican party today is as standpat in politics and in personnel as ever. Thus far, Mr. Boyd is correct. But the patriotic duty of 1916 will not .appear till 1916 comes. Meantime, it will not get anybody anything to gamble in recriminative terms on political futures.—lndianapolis Star.

CAN T AFFORD NOT TO ADVERTISE. There are few merchants in the county who fully realize the importance of keeping the names of their j firms before the public by regular, advertising. Some who do not, have j inade the statement that they could hot afford to pay for publicity each j week; It is not a question, however, j whether a man can afford to advertise, but whether he can afford not 'Y: ... . l Dealer- in rural communities look with enviable eye upon the large sums of money being drawn, from prospective and: former patrons by the large mail Order concerns. The mail order houses use almost every available publication for advertising. They never allow their name to drop front the public mind. One. of them divided twenty million dollars hist year among its common stock holders, most of which should have been divided among the rural merchants had they adopted more progressive methods tp reach the buyers. A farmer looks through his farm., journal and sees-something offered by a Chifeag® concern for which be has use. The prices and description please him and his order Is sent; His home merchant might have had the same article at a price just as l;ut used no method to -’ei the information to the farmer Still, he sometimes thinks the agriculturist should not have sent the money out of the community, but should have traded at home, when, in fact the home dealer himself was largely responsible for the farmer's actions. Large attractive catalogues are prepared by the concerns. This forms an uninterrupted advertisement in the home. The expense is i generally too great for a home merchant to get out catalogues of the goods on his shelves, but to compete with the mail order houses he must adopt some method just as effective. He must keep his name in the minds of prospective customers. If he is a dardware dealer, he should

attempt to make the people think of him first when they are in need of hardware. The same applies to dealers in shoes, furniture, dry goods Or any other line. This .can be accomplished through constant advertising in a publication which gets inside the homes and joins the family circle for the Aveek. As one writer has said, “Business moves so rapidly nowadays that the mail who drops out of the public mind for a week or two has a hard time getting back to his old place.’’ Much of the effectiveness of advertising is lost through its irregular use. There is not a merchant in Newton county but that would find it profitable to set aside a certain amount of money each month to be used in regular advertising. The size of the sum would be dependent upon the size of the business, A hal f page ad once a month is not half as good as a space one-fourth as large .four times a month. Successful advertisers drive home their massage regularly. Newton county merchants should profit from the expert cm those who have learned the best methods.—Kentland- Enterprise.