The Syracuse Journal, Volume 3, Number 21, Syracuse, Kosciusko County, 22 September 1910 — Page 2

I 1 £ Advertising Talks J

DECREASE COST QF LIVING Advertising Lessen Price »f Goods by Providing a Market—ln a Civilizing influence. The following letter addressed to the editor of the New Yo ?k Times Is signed by William H. Ingersoll of the Ingersoll Watch company, well known in advertising circles as ai enthusiastic believer in the possibilities of making advertising a correct science: “Under the head. ‘ Advertising’ in .a recent issue appears ale ter by one of your correspondents purporting to show: First, that advertising is waste when it is applied to the necessities of life which would have to be purchased anyway, and, second, that it Increases the cost of living when it is applied to what the correspondent considers to be outside of the category of necessities. “Superficially, his reason ng appears plausible, but in reality It; is fallacious, because it overlooks the fact that the consumer of any article always bears two distinct items of cost when he buys it. The first of these is the cost of production. The second is the cost of getting it from the producer to the consumer. Advertising has taken the large place that it has in the second of these two costs because it reduces the cost of distributing goods and therefore reduces the total cost to the consumer, or more frequently than otherwise accomplishes this. It is a competitive weapon considered in this sense and is used because when well used it gives a producer an advantage over competitors who use the more expensive agencies for distributing their product. “Advertising frequently lessens the cost of goods very materially by providing a market, allowing production on a greatly magnified scale, thereby permitting economies which smaller production would not allow. A large enough market to make the dollar watch a possibility would not have been attainable except thrcugh advertising, yet this article las saved money to millions of thosei who have purchased. “It is probably true, as ; ’our correspondent claims, that advertising on the whole does increase tie cost of living by creating new wan|s, but this is no condemnation of advertising to any man who believes in civilization, because the prime difference between the savage and.the civilized man is that the former has but twj or three wants, while the latter has many. Advertising is a civilizing influence, because it Increases the number of man's wants. It is a human benefaction in its legic.rffiaie use. :: THE PIKER’S cre:ed. h o By H. S. Bunting: < o L X < > We have nothing to advertise. < ► o 11. 4 > We don’t believe In advertl- 4 ► * J sing our line. J ’ o in. 4 k , J Advertising doesn’t pa y us— J * 4 > we recommend it to our custom- 4 ► 4 ! ers - < ► IV. 4 k < [ When business is goi )d we ] [ 4 > don’t have to advertise. 4 k 4 > When business is popr we 4 ► 4 ' can’t afford it. 1 < * Need Only Tell the People. There are many merchants who believe that money spent in advertising is like charity, because everybody in their territory knows them and the goods they sell. Yet we venture the assertion that a large percentage or the business the mail-order house draw from rural communities is due to the fact that the purchaser does not know he can get the goods as advantageously from his home merchants. The country merchant can advertise with the same proportionate! success in his local paper that the department store gains by advertising in the city papers by simply telling th) people what he has in stock and wtat he is charging for it Simple Copy Lahguago. The two grandest messages ever delivered to humanity are simply put The Sermon on the Mount is written in language a child can understand. Lincoln's Gettysburg speech is within the reach of everyone’s grasp; it is the simplest arrangement o:! plain, short words ever brought 1 ogether, and this very simpleness adds to the sublimity of the message. Every ad. writer should study it carefully to give the greatest power to the message with which he “dresses” his raw material. Change Your Advertising. There is no business that cannot be increased and benefited by advertising. No class of advertising pays as well as a well written newspaper ad. There is no work you could ido that would bring you as good returns as to use BO minutes’ time each day in the study of advertising, if you I are in business. The great trouble with most advertisers is that that they write an ad. invoicing their stock in trade aad aspect by letting it stand week after week in the country newspaper to-get direct returns from it {

K RULES FOR ADVERTISERS | < > The first rule for effective ad- J * vertlslng.ls “Simplicity.” Let 4> 4 k there be simplicity in the way 4, ’ * the text is written, the illustra- 4 • 4 k tions made; in the designing, in < ► J ► the color scheme. The only rela- * ’ 4 k tive to “Simplicity’! is “Vul- o J* g’arity,” and they’re not on 4 k speaking terms. They are twin 4» « > sisters, however, so that if you * J 4 k are not courting one you must 4 > o be under the spell of' the other. J J 4 k The second rule {is “Direct- 4 > 4 > ness.” Come right Ho the point J * 4 ► Make the statement decisive, 4 > < ’ positive—just as if you believed < ‘ 4 ► it yourself. It can bp done with- 4 ► 4 * out presumption. You do not J ’ 4> have to apologize fpr merit in 4 k 4 ’ your goods, therefore your state- 4 > < ► ment must be as convincing as 4 k 4 ’ your product is good. 4 ’ 4 ► The third rule is {‘Have Indi- 4 ► o viduality.” You can do this 4 ’ without offending simplicity and < ► < > directness, and yet remain con- < > 4 ► sistent to them. Don’t blindly 4 ► 4 k follow 1 the leaders. ! 4 ► 4 * The fourth rule is “Be a Hardy < J 4 k Annual.” Don’t expbet to . keep 4 k < * your business running for ten < * 4 k years by advertising in one. 4 k 4 ’ You will have to keep It up and J * 4 k make it better each! time. The 4 k 4 , methods of last year are out of « * 4 4 date this year. The buying pub- 4 k 4 ’ lie is independent and not 4 [ 4 k chained to you. It is your task 4 ► o to keep them interested and < * 4 * convinced that your goods are 4 k 4 k the goods. I 4 [ > DOES ADVERTISING PAY? Man Who Does Not Believe in It Sets Up His Judgment Aijainst Best Business Men of{ World. The man who conducts his business on the theory that it doesn’t pay and he can’t afford to advertise, sets up his judgment in opposition {.to that of all the best business men of the world. Says an experienced advertising authority: “With a few ; years’ experience In conducting a small business on a few thousand dollars’ capital, he assumes to know more than those whose hourly transactions aggregate more than his do in a year, and who have made their millions by pursuing a course that he says doesn’t pay.” If advertising doesn’t pay, why Is It that the most successful merchants of every town, large or small, are the heaviest advertisers? If it does not la.? do 41»-v HticjirixxGc firrn® in the world spend millions in that way? Is it because they want to donate those millions to the newspaper and magazine publishers, and the manufacturers and jobbers of advertising specialties or because they don’t know as much about business as the six-for-a-dollar merchant who says money spent in advertising is thrown away or donated to the man to whom it is paid? Such talk is;simply ridiculous, says the American Stationer, and it requires more than the average patience to discuss the proposition of whether advertising pays or not with that kind of a man. A "Marathon” Sentence. A correspondence of Printers’ Ink in San Francisco sends a “reader,” taken from an ad, of a dancing school at Salem, which he believes to be one of the longest sentences ever printed in an advertisement. It appeared under the head of “New Thoughts and Theory in Dancing," and was as follows: { “Is not the freedom and harmony which nature reveals on every hand, even -in inanimate things, like the swaying trees and rippling streams, and floating clouds, the rain drops and snow flakes, enough to convince us that our Creator intended us to be glorious unconstricted agents of activity with the physical part so thoroughly educated and exercised that it can at any and all times through life become an enthusiastic and expressive co-partner of the great controlling agent, known as mind, which in its turn is controlled by that great impulse of our being which is ourself —-the ego—the soul, that moral principle which constitutes our nature, and from which arise all the noble impulses Which shape our ideals aad promote worthy ambitions.” The Architect of Memory. A business must be seen and known. Advertising is the architect of memory. Its sole first aim Is to fix some proposition in the mind, whether a trade mark, a bargain, a name, an idea. It is the polished steel rails over which salesmanship rides to success. A business must be seen and known. Put a business in a cellar, without windows, and say nothing about it and you might light it ever so brilliantly and carry the finest goods and the only result would be a stack of rent receipts and light bills. There is no business without advertising, as there is no advertising without business. ? The reason your rival can ai- { - ford to advertise more than you | do Is because he is doing more { i business.

11 COWBOYS AND COWGIRLS SALUTING COL ROOSEVELT . .. Mr/ 7".' > Copyright, 1910, Western Newspaper Union. CHEYENNE, WYO. —Typically western was the reception given ex-Presldent Roosevelt in this city, the men and women of the plains vying with each other in demonstrations of welcome. Colonel Roosevelt was deeply ► affected by the tribute.

; Whales Follow a Ship

k I k School of Seventy-five Follow Vessel for Two Hours. • Never Before tn Memory of Skippers k Were Huge Mammals so NumI erous Along Atlantic Coast • as at Present Time. , New York. —No vessel passing through the picket line of whales which has patrolled the Atlantic coast 1 from Florida to Maine since July has encountered such a large school as did the schooner Ella L. Davenport, which arrived the other day from 1 Charleston, S. C., with lumber. Never before in the memory of skippers ma1 king this port were the huge mammals so numerous as at the present time. Whalers which formerly were • forced to traverse Arctic seas In ■ search of their quarry merely put out to sea nowadays and harpoon their • prey. 1 “I had seen several small schools of 1 whales on the way up," said Captain 1 John F. Dunton, of the Davenport ■ “None of these schools came very close. But about 20 miles southeast '■ nf Winter Quarter Shoal lightship, ■ down at the Delaware Capes, the larg--1 est bunch of ’em I ever saw hove up '■ from the south. It wasn’t a school, it 4 TTcti; a university. you can’t count '■ whales very well, because as S4jon as • you count one he bobs under, comes ’ up in another place, dives down again 1 and sticks up his spout for another telly. “But I marked the ocean off into four parts when the whales rfrculated all around, and gave one quarter to the first nlatp, one quarter to the second mate, the third quarter to the bo’swain and the fourth to my wife. I kept tally on all four. Dividing by three to account for the natural restlessness of the animals, I’m pretty Bure that there were at least 75 whales in that university. My wife { declares there were 200. “They didn't do any harm, excepting one that scraped the bottom of

PRECIOUS METALS IN OCEAN French Scientist Figures There Is $24,000,000 for Each Inhabitant of World. \ Paris. —“There Is enough gold floating in the sea to make everybody rich and consequently happy.” This information is the result of an analysis of ocean water recently finished by Alphonse-Bergert, a professor In the ocean-ographic Institute. Fresh possibilities are thus offered to speculators and promoters. “The analysis revealed about fifty milligrams (.77 grain) of gold in each ton of sea water,” explained the professor. “That seems little enough, but considering that it takes a line of figures a column wide to give the total number of tons of water in the ocean it is easy to see that an immense amount of gold Is held in solution. If each of the 1,500,000,000 inhabitants of the world had his share it would equal $24,000,000 apiece. What a beautiful ending to all difficulties.” i “Are there other precious minerals ; in the. sea?" the professor was asked, i “Yes,” he replied, “there are ten milligrams of silver in every ton of sea water, hence the total is about 50,000 times the amount taken from the earth since the discovery of America. There are about sixteen grams (onehalf ounce) of salt in each pound of sea water." ' Wants Children Spanked. Greeley, Col. —American children are not sufficiently spanked, declared Dr. G. Stanley Hall, president of Clark university, Worcester, Maas., in an address. “I do not believe in too much flogging, but it should not be abolished,” he asserted. “Americans protect their children too much, and it make* them precocious and disrespectful. A little slapping now and then reinforces the moral purposes of the child.” The doctor defended laughing “until one falls from the chair and rolls enter the table," also championed getting angry, crying and dandiy

« the hull. The schooner rattled down below and settled a little to leeward, but the whale swung from under and the boat righted herself. My wife was pretty badly scared, I can tell you, but I didn’t think we’d come to harm. I know a whale will never smash Into a ship unless it is attacked first. They’re good natured and seem to know that there’s plenty of room in the ocean.” For more than two hours the school accompanied the ship, swimming along in twos and threes, turning, diving, swimming below the surface in all directions, but keeping in the general direction of the Davenport. After they had.escorted the Davenport for nearly ten miles they sud-. denly headed for the south, and in five minutes were out of sight SOCIETY BORROWER MUST GO Feature of London’s Smart Set Is Likely to Disappear Under the New Regime. London.—The “borrower,” who has for some years been a feature of London society, is likely to disappear somewhat under the new regime. She, for the borrower is usually a woman, came In with the sporting set, which has had things its own way. She is generally of goo4l family and is an excellent sportswoman, but impecunious. She never borrows money except ! from members of her family, and she does not really need to do so, as she has to pay for little. She borrows motor cars and week-end cottages. She has been seen at dinners wearing the jewels of a good-natured friend. When she wants to bring out a daughter she borrows a ballroom, and it is no uncommon thing to see announced in a London paper that Lady So and So will give a dance for her debutante daughter at the house of Countess This and That. One wealthy and good-natured peeress used to be Importuned by borrowers for the loan of her London mansion, which contained a magnificent

Dog’s Gold Teeth Glisten

Open-Face Construction In Canine’s Mouth Makes Him Conspicuous In Indianapolis. Indianapolis.—An English bulldog with gold teeth sat in an automobile in Washington street, near Illinois, the other day, and attracted considerable attention. By reason of the open-face construction peculiar to the English bulldog, one gold fang was especially prominent, and fairly glistened In the sunlight. There was other wealth in the dog’s mouth besides the prominent gold fang, for she had four back teeth of the valuable metal. Despite these adornments, however, the dog was not at all proud, but looked about in a casual way as though mildly Interested In the people who were keenly interested In her. And her name was Biddy, just plain Biddy. She is of aristocratic breeding, despite her name, for her “pa” was King Kilborn and her "ma” was Mae Bell, and she cost more than $lO when she was a little thing that had not yet learned the joys of a bone. She is the property of F. M. Cantwell of Peoria, 111., formerly of this city, and made the trip to Indianapolis with him in the big touring car, enjoying the ride Immensely. In justice to her It should be explained that her gold teeth are not due to age, for she is not much more than a year old. A Peoria dentist, who Is a friend of Mr. Cantwell, did the dental work. Some of her teeth were getting in bad condition, and one day Mr. Cantwell remarked to the dentist that he was going to send his youngest daughter to him for some dental work. Instead of the “youngest daughter,” however, there appeared at the dentist’s office Biddy, with an escort Fortunately she has a good disposition, and the dental work was done without mishap, though toward the end of the operation she began to grow somewhat peevish. Whisper *

ballroom. The peeress herself was an | elderly lady who never attended ; dances, but she generally complied with the req jests of her friends, who had smart little houses lacking i> space. Each season about a dozen large dances were held at her mansion. Last summer, however, one borrower went too far; she did not play the game, and she had all the bills for the ball directed to the peeress, who paid them, but has never lent her house to any one since. Queen Mary, who is very much in touch with all current social life, knows of the existence of the borrower, and is likely to end her London career. Women whose means do not allow them to meet their social obligations without taxing the good nature of their friends will not be encouraged to enter the court circle, no matter how good their pedigree. PUT SANDALS ON PET DOGS Latest Unique Fad of London Society Is to Dress Canines In Colored Boots. London —Summer sandals are at present being worn by the elite of the canine world. Doggie’s boots are sold in all colors, both serious and gay, and are, as a | rule, laced on his feet. . In the summer, however, these boots are somewhat too heavy for their wearers, so sandals are substlttued. “Sandals can l>e obtained In all sizes,” said a dogs’ outfitter. ! “They are similar in shape to those worn by babies, and are made of leather and fastened by a strap and button In ordinary sandal style.” Bees Stop Sale. York, Pa. —While an auctioneer at the sale of the property of Mrs. Harvey Snell, at Carleyville, this county, was asking for bids upon a hive of bees, the little honeymakers became ruffled at the inspection to which they were subjecte4l. They sallied forth, putting to flight a hundred or more people, including the auctioneer. A number were stung and the sale had to be postponed until the bees settled into the hive again.

M not to Biddy, but it is said on good authority that some more dental work awaits her at an early date. LICENSE TO WED SAME GIRL Rivals in New Jersey Secure Necessary Permit to Marry Pretty Miss, but Law Forbids. Trenton, N. J.—Miss Isabel Conroy, a pretty Trenton girl. Is facing one of the most serious problems of her career, inasmuch as two young men are carrying marriage licenses, on each of which is inscribed her name. Edward Billings and Arthur Dennis, well known youths, both press thSir claim o to Miss Conroy. Both have shown the licenses to Miss Conroy, but she has not as yet announced her intentions, telling both suitors she will consult a lawyer and act upon his advice. Miss Conroy admits she cares a whole lot for both young men, - but says her affections for them are equally divided. She intimates she would make no objection to marrying one of them, but says she does not think it would be proiper to take both. “Didn't you encourage both of themr* Miss Conroy was asked. “I liked both the boys and they came to see me frequently, but I arranged their visits so they would not meet,” was the girl's reply. She added that she thought one of them propose, but says she had do idea both would rush off and get marriage licenses without consulting her. “I was so sure of her,” declared ! Dennis, “that, after taking out the : 1 marriage license In regular form, I e» ; gaged a minister and paid him in advance.” The first time the suitors met st the Conroy house was when they went to present Miss Conroy with their respective marriage licenses. She faint- 1 ed when both exhibited the documenta. 1 I

! FRANCIS JOSEPH AT EIGHTY Aged Emperor of Austria, Nestor o* the World’s Rulers, Has Wonderful Virility and Endurance. Vienna.—His majesty Francis Jo seph, emperor of Austria and apostolic 1 king of Hungary, recently celebrated | his eightieth birthday anniversary. Ht | was born in Vienna August 18, 1831) ; and became emperor December 2 : 1848, when, at Vienna, he centralized the government of the heterogeneous nationalities composing his empire On June 8, 1867, he was crowned at { Budapest as king of Hungary and Id ; December of the same year the em ! peror approved a new constitution 1 one of the most liberal of continental i Europe, which was promulgated as ths fundamental law of the empire. The • Empisrer Francis Joseph. policy of conciliation toward the na tionalities of his dominions adopted b; Emperor Francis Joseph cemented th» various parts of his empire, and th* love and veneration shown for theii ruler by his people are not equaled it any other nation in the world. The relation of the octogenarian emperoi to his people seems to partake of that of a father toward his children : The wonderful virility and physica strength of his majesty, at his ad vanced age, mark the beloved sov ereign of Austria-Hungary as one o the moat remarkable rulers Europe j has ever known, and, happily, bic : fair to a continuance of his reign foi { years to come. When this, nestor of the world’s rul { ers was born, August 18, 1830, none o> i the present heads of great states hac ; ! yet seen the light, although Diaz ol Mexico came into being when Francis Joseph was an infant of six weeks. The emperor is a true sportsman and it is said qf his majesty that he still possesses all of the enthusiasn: of youth for hunting chamois—that most difficult of all high mountair game to kill —and in stalking his quarry he exhibits an endurance and zest rarely equaled in men thirty years younger. How strenuous this royal patriarch still is he proved when he planned a day’s program for Theodore Roosevelt which included getting up in the middle of the previous night and being on the hunting grounds at sun rise to surprise the wily capercailzie or wood grouse. And this was the { only proposition made to him during his triumphal return from Africa that seems to have sounded a little too lively for the ex-president. At any rate, he declined, much to the (iisappolntment of “Father Franz,” who for two generations has been known as the mightiest nimrod among European royalty. SNAKE BITES SLEEPING BOY. Huge Copperhead Enters House and Attacks Child, Inflicting Serious Wounds. Borden, Ind- —Asleep in bed in a house on J. W. Lovell’s farm, two miles from Borden, 7-year-old Harrison Money was attacked by a huge Copperhead snake. The reptile thrust its fangs several times into the fooj of the child, inflicting wounds which, it Is feared, will result in death. -The screams ot the child brought his parents, Mr. and Mrs. Michael Money, who were occupying the adjoining room, to the bedside of the boy. As thefiarents entered the room ! they saw the snake wriggle away through an opening in the wall. Having nothing in the house to administer as an antidote to the poison, which at once began to blacken the foot, the father hastened to Borden for a physician, leaving the mother with the child. In a few moments the foot had swollen to twice its natural size. When the physician had arrived the poison had gone above the knee. Throughout a day and night the physician remained at the bedside adminls- I tering antidotes every few moments. The Moneys live at Bennettsville 1 Ind., and were picking berries on th farm of Mr. Lovell. The house in { which they were sleeping consists of { upright boards and a rudely con- i structed roof. It was ventilated by large cracks and holes in the walls. Lightning Belies Proverb. Rehoboth, Del—Struck by lightning last month, the house of Dr. William Messick was again struck the other day.

INJURED IN WRECK. Conductor Thrown Down 25 Foot Embankment. George Hahn, C. & N. W. conductor, Arbor Ave., West Chicago, 111., says: “1 was thrown from a car down a 25foot embankment and my kidneys were badly bruised. Kidney trouble

developed and for a ‘■whole year, I was unable to work. 1 suffered agonizing pains in my back and the kidney secretions were in terrible condition. My vitality gradually diminished , and the doctor’s treat- j

ment failed to help. When in despair , I began with Doan’s Kidney Pills and soon Improved. Continued use cured me and at present my health is excellent” Remember the name—Doan’s. • For sale by all dealers. 50 cents a box. Foster-Milburn Co., Buffalo, N. Y. Speaking of Fires. Roy Bone, a brother of United States District Attorney Harry Bone, several years ago was a reporter on the Wichita Beacon. In going to a fire one of the members of the fire department was thrown from a hose { cart and killed. Bone wrote a head, ; with this as the first deck: “Gone to { His Last Fire.” The piece got into the paper and Bone was promptly "fired."—Kansan City Journal. Don’t Throw That Rug Away. Just because a rug looks old and worn and the dust has been ground into it so deeply that a day’s beating will not take it out, do not throw it away. Make a thick white suds with Easy, Task'soap, scrub the rug flat on the floor, wipe it dry with a clean cloth, and it will surprise you how beautifully new it is. Easy Task soap is an enemy to dirt and a friend to fabrio of all kinds. It is the clean, white laundry soap that halves your washing and doubles your satisfaction. 1 Red Cross Christmas Seals. I Arrangements for the sale jof Cross Christmas seals for 1910 have been announced by the National Asj sociation Jor the Study and Prevention of Tuberculosis and the Amerl- { can Red Cross. "A Million for Tuber- { culosis” will be the slogan of the 1910 ! campaign. Two features of the sale { this year are unique and will bring ■ considerable capital to&the tuberculosis fighters. The American National Red Cross is to issue the stamps as in former years, but this organization will work in close co-operation with the National Association for the Study and Prevention of Tuberculosis, which { body will share in the proceeds of the I sales. The charge to local ass4x:laI tions for the use of the national stamps has been reduced also from 20 1 per cent, to per cent., which will! mean at least $50,000 more for tuber- " culosis work in all parts of the United States. The stamps are to be designated as “Red Cross Seals” this year and are to be placed on the back of letter instead of on the front Shrewd Scheme Stopped Run. Many years ago; in consequence of a commercial panic, there was a severe run-on a bank in South Wales, and the small farmers jostled each other in crowds to draw out their money. Things were rapiuly going from bad to worse, when the bank manager, in a fit of desperation, suddenly bethought him of an expedient. By his directions a clerk, having heated some sovereigns in a trying-pan, paid them over the counter to an anxious appli- 4 cant. "Why, they’re quite hot!” said the latter as he took them up. “Os course,” was the reply; “what else could you expect? They are only just out of the mold. We are coining them by hundreds as fast as we cdn.” “Coining them!” thought the simple agriculturists; “then there is no fear of the money running short!” With this their confidence revived, the pan-<4 1c abated, and the bank was enabled to weather the storm. PRESSED HARD. Coffee’s Weight on Old Age. When prominent men realize the in-J jurious effects of coffee and the changed in health that Postum can bring, they* are glad to lend their testimony for ; the benefit of others. A superintendent of public schools in a Southern state says: "My mother, since her early childhood, was an inveterate coffee drinker, had been troubled with her heart for a number of years and complained of that ‘weak all over* feeling and sick stomach. “Some time ago I was making an off ficial visit to a distant part of the country and took dinner with one of the merchants of the place. I noticed a somewhat peculiar flavor of the coffee, and asked him concerning it., He replied that it was Postum. I was scm pleased with it that, after the meal was® over, I bought a package to carrj® home with me, and had wife pre® pare some for the next meal; thew whole family liked it so well that wel discontinued coffee and used PostuuJ entirely. j “I had really been at times very] anxious concerning my mother’s con- fl dition. but we noticed that after using ’ j Postum for a short time, she felt so ! much better than she did prior to its ! use, and had little troublq with her ( • heart and no sick stomach; that the i headaches were not so frequent, and ; her general condition much improved. This continued until she was as well and hearty as the rest of us. “I know Postum has benefited myself and the other members of the family, but in a more marked degree in the case of my mother, as she was a 1 victim of long standing.” Ever read the above letter? A aewr oaa appear* from time to time. They are aeauiae- true, aad fall of hamaa tateoreat.