Richmond Palladium (Daily), Volume 32, Number 260, 27 October 1907 — Page 4

PAGE FOTTlt

THE RICHMOND PAIXADIUM AXD STT-TELEGRAM, SUJTOAY, OCTOBER 27, 1907,

THE RICHMOND PALLADIUM AND SUN-TELEGRAM.

Palladium Printing Co., Publishers. Office North 9th and A Streets.

RICHMOND, INDIANA.

PRICE Per Copy, Dally 2c Per Couy, Sunday 3c Per Week, Daily and Sunday 10c IN ADVANCE One Year $5.00 Entered at Richmond, Ind. Postcfflce As Second Class Mail Matter.

AS TO ADVERTISING. We are going to take off our hat to one of our contemporaries and congratulate it upon the wonderful amount of advertising it carries. Last Friday the Dayton News, in a twenty-eight page paper, carried a phenomenal amount Of advertising. Twenty-eight pages is equivalent to 39; columns. Of this JOG columns, 14 columns were advertising and columns reading matter. It Is a 'well known fact that you can judge the progressiveness of the business men of a city by the advertising that appears in its local papers. The newspaper very rarely makes the business man. It is the business man, who by his push and aggression in going after business, makes the newspaper. The more advertising a newspaper carries, the more incentive it has

to hustle for additional circulation for the business man. The Dayton News Js to be congratulated on being situnted in a city that contains such alert merchants, for when a paper can carry J40 columns of advertising in one isnue the merchants of that city can not be otherwise than alert and progressive. Where there is plenty of advertising there is keen competition and consequently more real bargains for customers. Where a merrnant advertises regularly he appreciates the cost of advertising and always tries to get the jnost out of it by utilizing his space to hold as many prices as ne can crowd into it. The man who dies not realize the value of advertising generally hands out to you a choice line of "hot air." It might be interesting to contrast Dayton advertising and Dayton papers with Richmond advertising and Richmond papers, always bearing in mind, of course, the difference in size of the two cities. Dayton is about five times larger than Richmond in population. The largest Dayton newspaper has a circulation about three times larger than the circulation of the Palladium. The rates for advertising on this Dayton paper are just about three times higher than the rates of the Palladium. So far, so good. But when we come to the amount of advertising carried, we find the Dayton paper carries about seven times more on an average than cither one of the Richmond newspapers. We would naturally expect the Dayton paper to carry more advertising comparatively than a Richmond paper, on account of the larger fiek1, Imt it should not carry seven times as much. In getting advertising a merchant must be educated to it. Many merchants advertise, but too many advertise spasmodically. The great value in advertising lies in advertising regularly and always telling the truth in your advertisements. Practically all advertisers, spasmodic or otherwise, have learned the value of that latter point. Advertising, when you get right down to the root of it. is telling the news of the store. The newspaper pays the expense of gathering the news of the community and of the nation, and the merchant pays the expense of telling the news of his store. To spread that news before a bona fido subscription list, however, is douo at the expense of the newspaper. If people are interested in knowing tho news of the community and nation every day, is it jiot reasonable to suppose they will be just as interested in knowing the store news of their community each day? Certainly, and that is just the point the newspapers has to educate the merchant to. Dayton newspapers, from tUt TOlume of advertising they carry. Show " " ue convinced the nier-chn'-:ty of the truth of the . r advertising. Rich mond newspapers are also succeeding lowly In the same direction and will Tentually educate Richmond merchants to te real value of regular and eystematic advertising as against spasmodic advertising. The more advertising carried the greater the benefit to the merchant. The paper feels warranted in expending more money for improvement and for more circulation. Richmond papers, however, present a peculiar fact. They are better from a news standpoint and from a circulation standpoint than the amount of advertising they carry warrants. And a condition such as this cannot con

tinue indefinitely. Either there must be a greater volume of advertising or the newspapers will be compelled to

maintain smaller circulations.

FORUM OF THE PEOPLE OPEN TO ALL.

THE SHIP SUBSIDY Necessary to Suppress a Greedy British Monopoly. To the Editor of the Palladium: The United States presents the anomoly of being the largest manufacturing and producing country in the world and at the same time almost entirely without facilities for carrying its productions to foreign markets, but is dependent, almost solely, upon oth

er countries to do this carrying and for which we pay them enormous rates. The extent of this great branch of industry, of which the English have al

most entire monopoly I mean our

ocean carrying trade is of such immense proportions as to astonish those who have not kept watch of it. Senator Frye, of Maine, than whom no better authority, on this subject, . exists, said in the senate a short time ago: "We carry under our flag each year, to and from Europe, only two and a half per cent of our exports and imports; to and from the world a fraction over nine per cent. We paid foreign nations last year, principally Great Britain and Germany, $."00,( KK a day in gold for transporting our commerce." Is this not shameful record for a country like ours? Ought we, on purely business grounds, leaving sentiment entirely out of the matter, permit it to continue one day longer than is possible to bring about a change? The gross tonnage of the United States for over ocean transportation, including exports and imports, is in round numbers 40,000,XK) tons per year. England has the monopoly of the greater portion of this transportation and taxes us in return with heavy charges, running from five to six dollars per

ton. Other countries adopt and charge English rates. Then if we take the lowest rate, or five dollars per ton, we find '40.XiO,000 tons cost this country, for ocean transportation, the sum of if.'Oo.Ooo.Ooo each year to have our productions carried to market. Ani all this vast sum goes yearly from the people of this country to the peoples of otner countries. It is admitted that any live competition in the interest of this country would reduce these rates at least twenty-five per cent. This would be a saving of $50,i00.000 per year to our own people farmers, merchants, manufacturers. Is this, simply in a business sense, worth striving for, and would it not be cheaply purchased at the price proposed nine millions per year? Hut why, it is asked cannot American ship owners, enter into competition with British ship owners without assistance? The answer is, for precisely the same reason that the American manufacturer could not cope with the

British manufacturer until assisted by

a protective tariff. The British manufacturer has the advantage of cheaper labor; the British ship owner has this, and also many other advantages beside a large subsidy from hi.3 government. The American ship owner asks

only to be placed oh an equality with

his British competitor. Give him equality and he will soon recover from

the British and other nations the

American carrying trade, just as the manufacturer, when assisted to start, has driven British goods from our market. The great strength of the British monopoly is that the government stands behind it with every possible assistance; our country has done nothing to secure this great carrying trade to our own people. An attempt was made a few years ago by some enterprising citizens to start an American line of Ocean steamers. It was known as the Collins line and was in direct competition with the Cunard line of British steamers. The British government at once doubled the subsidy for its own line, which enabled the Cunards to cut their rates to such an extent that the Collins vessels were compelled to withdraw. No American line can be started by individual enterprise, strong enough to successfully contend with the British government, and unless our own government will lend assistance no American line can live, and the British ship owners, protected by their government, will continue to fatten on the more than $.00,000 they are receiving every day for doing the carrying of American goods to a foreign market. It is a disgrace to the British government that it, supports such a monstrous monopoly and a shame to the American people that they submit vo it. ISAAC JENKINSON.

The Magazines.

BUTCHER-BOY AND RAILWAY KING. "Street-Railway Financiers" is the first article of a series on "Great American Fortunes and Their Making." by Burton J. Hendrick, beginning in the November McClure's. Mr. Hendrick has already made a name for himself by his work in the field of insurance investigation. Mr. Ilendrick's first article is a statement of the means and methods by which the greatest fortunes of this country were rolled up, but underneath it all there is an element of romance which suggests ths good old days when knights were bold. In this new country the road to adventure has frequently taken the direction of the development of public utilities. Peter A. B. Widener of Philadelphia, one of the most successful street-railway financiers, was the son of a poor German brickmaker. "After a few years at the Old Central High school, Widener was apprenticed to the butcher's trade. Soon, in the Old Spring Garden market, appeared the sign, 'Peter A. B. Widener. butcher.' and here, clad in a white apron and wielding a cleaver, Widener laid the foundation of a fortune now estimated: at $50,000,000. A butcher-stall In those days inevitably became the headquarters of political gossip and

the meeting-ground of a political clique. In a few years, therefore, Widener found himself a political leader in the Twentieth ward, alTd in the early seventies he had become a power in both Philadelphia and Harrisburg." Mr. Hendrick tells the story of other boys of humble origin what they did and how they did it. SWARTHMORE'S DILEMMA. Which is better, athletics or millions? To choose between the lady and the tiger was a mild intellectual exercise compared with the cruel dilemma that confronts Swarthmore college, Pennsylvania. This blameless Quaker institution had been pursuing its quiet way, giving a good education to some three hundred students and Incidentally winning glory on the athletic field. Last year its football team won six of the eight intercollegiate matches it played, including a four to nothing victory over Amherst, and one of twenty-eix tc nothing over Johns Hopkins. For a college with less than one-twelfth the number of men at the University of Pennsylvania (for Swarthmore is coeducational) that was cause for modest pride. And then upon the scene of peaceful felicity entered Mi3s Anna T. Jeanes,' a former benefactress of the institution, with a will leaving to the college mines and lands of a value variously estimated at from a million to three million dollars on condition that it should abandon all intercollegiate athletics. Miss Jeans had read in the papers that there were many accidents in football, and she had seen other objectionable features in athletic contests. Her scrupulosity may be realiz

ed from the story told of her that she had refused, on conscientious grounds, to contribute toward the cost of a new library building for which Mr. Carnegie had offered $50,000 on condition that the college would raise as much more. She thought the scheme partook in a measure of the nature of a game of chance. And now Miss Jeanes is dead, and the trustees of the college are confronted with the question whether they shall accept her bequest or stick to athletics. If they reject the legacy they will enjoy the most expensive sport in modern academic history. They will have renounced an opportunity to transform their college into a university, by more than doubling its resources. The whole present endowment of Swarthmore is only S900,mh. There are only thirty members of the faculty, and their combined salaries probably do not exceed $50,000 or $(10,000 a year. The annual income of the Jeanes bequest is estimated at $80,000. And yet to accept the glittering prize would look like selling the college into bondage. The football coach is troubled by no mercenary doubts. He would reject the gift as unhesitatingly as

Chancellor Day of Syracuse would re

fuse a bequest coupled with the degrad

ing condition that his universityshould have nothing more to do with Standard Oil. To accept it, he says, would ruin the college. From Collier's for October 10, 1907. NOVEMBER CENTURY. Probably no woman living has more memories of real interest to record than Mrs. George Cornwallis-West, the talented and beautiful daughter of the late Leonard Jerome, of New York, and the brilliant and popular wife of the late Lord Randolph Churchill. She has traveled widely, she has been the friend of leading personages of Europe, she has entertained and been entertained by kings and queens, and, as Lady Randolph Churchill, she; played a leading and brilliant part in the political and social life of England. Publication of her reminiscences of her life as Lady Randolph Churchill will begin in the November Century, the first chapters dealing with her childhood memories of Italy, her girlhood in New York, her life in Europe from 1867 to 1S76, the family's experiences during the Franco-Prussian war

! (o Wo

Base Burners and Ranges, the greatest fuel savers on the market Have taken three world's fair prizes. Absolutely the first and only stove on the market that has the revolving fire pot on all its Base Burners. Ask your neighbor how she likes a Garland.

im --

and memories of Napoleon III, Em- J nress Eugenie, Princess Mathilde, ,

Princess Pauline Metternich, the present King and Queen of England, and

many other interesting personages, ;

scenes and incidents. It is said that

Mrs. Cornwallis-West rendered mater

ial assistance to her son, Winston Churchill, in the compiling of Lord

Randolph Churchill's biography; and

a photograph of her, taken at the time

Lord Beaconsfleld likened her to his Theodora in "Lothair," is published in that work.

her daughter, Mrs. C. L. White, Thursday afternoon. The Ladies' Aid society of the M. E. church met at Laurel hall Wednesday afternoon.

WHITEWATER. IND. Whitewater. Ind., Oct 26. Wm. El

lis and wife returned to their home at

Richmond after a week's visit with

relatives.

Mrs. Wm. G. White left Thursday for a few weeks' visit with relatives

in Iowa.

C. D. Pyle was a Richmond visitor Tuesday. Mrs. J. H. Marshall was the guest of

Chicago passengers using C, C. & L. trains land at 12th at. (Illinois Central) Station; most conveniently located. Remember this. 6-tt

a

Wedding Bells are ringing. "We Have the Rings." . 18 and 22 karat. No such assortment Is offered except In large cities. Jenkins G&L Go Jewelers

To add new customers to the large number who have been patronizing us during tie past nine years of our business life in Richmond, we offer for the next few days Several Thousand Dollars Worth of Watches, Diamonds, Up-to-date Staple Jewelry and Optical Goods at from 10 to 15 per cent discount from regular prices, which we always mark in plain figures. Better for you than an auction. You get what you want and do not buy what you do not care for. No cheap auction goods handled by us. We always aim not to put you under false impressions of fictitious values. We do not have a few leaders and baits only, but absolutely every article at a substantial reduction. These goods have not been first marked up and then down to mislead you, but we will actually sell every article at from 10 to 15 per cent. off.

We will meet any legitimate price of local or mail order house. The dollar or more you cave by buying from us is as good as much earned by you. If you want to get good goods for the least money, call at once, now going on.

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Mouth's Music Store, 519 MAIN STREET.

Orders tilled promptly by mall to any address