The Syracuse Journal, Volume 3, Number 3, Syracuse, Kosciusko County, 24 November 1910 — Page 7

*1 • I ■! I ——l Advertising | Talks p | BANKERS SHOULD ADVERTISE Average Citizen Unfamiliar With the Business —Could Be Explained to Advantage. The Bankers’ Magazine recently Contained an article by Silas W. Hatch, In which the latter advocated that banks do more advertising? Mr. Hatch wrote in part as follows: “There Is a great deal of Ignorance on the subject of deposits and loans for commercial purpose, and certificates of deposit and thew many advantages have never been explained to the public at large as they should be. “Why the bankers have not taken the public Into their confidence and explained the hundred and one advantages and talkihg points of their various institutions is beyond comprehension. , “If the bankers could he made to realize this, millions of hoarded dollars would soon be in the various banks, where they belong. “The average wage' earner knows nothing of banking methods. You ’will find very few people, even those dealing with the savings banks today, who know who the officers and directors are ot the bank they deal with. “Very few know what tne capital or surplus of a bank is. No one ever explained to him that the capital and surplus of a bank stands between the depositors and any loss, or how the law protects and safeguards their deposits, and why their money is safe. “If, when new accounts were opened, these points had been explained, there would have been no more such panics as we went through in 1907. “It is the fault of the bankers that this condition exists, and until the public at large is better posted on modern banking methods the old stocking and the sugar bowl will continue to be the hiding places for money that should be making money for both depositor and banker.” FUNCTIONS OF ADVERTISING It Is Expensive, Creative, Intensive, Accelerative and Improving, Says G. W. Coleman. * George W. Coleman, publisher of the Christian Endeavor World and president of the Pilgrim Publicity asEociation,, summarized interestingly f the different functions of advertising at the Boston Y. W. C. A.j in an address on advertising the other evening. Among other things he said that advertising is first an expansive force, since it can do what a man personally cannot do; a creative forcje, since it constantly creates new wants; an intensive force, developing new use for the same product; an abcelerative force and a conserving force. In support of the last quality he told of a case where a once s well-advertised firm maintained a good business for twenty years on the results of their former , advertising. Lastly, Mr. Coleman called It an Improving force, declaring that in most cases a plan took extra pains to keep his products up to their advertised standard. . According to Mr. Coleman modern advertising has three great antecedents—the printing press, the study and development of natural sciences, and democracy. "In explanation of the last factor he said that in no country where democracy did not flourish could there be any great field for the development of advertising, since the condition of the great body of working people is an all-important feature tin this development Newspaper Better Than Billboard. Baron Gustave von Palm gave a talk on “Theatrical Advertising” at the luncheon of the Pilgrim Publicity association at the Boston City club the other day. Baron von Palm told his hearers that up to five years ago he had been for 20 years closely connected with the theatrical business as manager, producer and .even performer. Theatrical advertising, he said, was really the father Os modern publicity methods. After an amusing description of some of the inventive schemes by which theatrical advertisers sought to draw attention to their shows, Baron von Palm stated that personally he did not believe In the billboard methods of advertising, believing the newspaper to be the medium through which the results were obtained. / Tomorrow’s dividends can only come from today’s investment. Mere intent to advertise brings no income.

3 The man who stays In his & store and office nowadays, g ? waiting for business to come to & ■i him, Is not the one who is glv- g 8 Ing the world any thrills. Ev- a > erj year the successful man | 8 breaks some of his former bust- K ness records, and as a prellmlns ary he usually breaks hla for- ri

; • NOT FOR THE QUITTER. ; < • If there is one enterprise < ■ j on earth that a quitter < - ■ should leave entirely alone, ■ «■ it is advertising. To make a • ■ • success of advertising orfe ■ ■ > must be prepared to stick ; < • like a barnacle on a boat’s ; ; ■ bottom. He should know, ; ;; before he begins it, that he : ;; must spend money—lots of ! ;; it. Somebody must tell him ! ;; that he cannot hope to reap ! results commensurate with « !: his expenditure, early in the j ! I game.—John Wanamaker. •

ADVERTISING REDUCES PRICE 4 —■ . Merchant Who Spends Money for Publicity Cannot Afford to Go Back on His Word. That the millions spent yearly in advertising is in the end a saving to the customer, that only fogies continue to think they pay more for advertised commodities and that the millions spent in this way is an insurance against fraud were some ol the statements of Arthur Brisbane at a luncheon given by the Chicago Advertising association. “A man who advertises a business properly is a distributer and helps to economize for the consumer,” he said. “If a man manufactures a million articles and advertises them he can sell their, cheaper than the man who makes b:it a thousand and does not advertise“The old-fashioned think they pay more for the advertised article. They pay Jess and are protected. The man who spends $10,000,000 in advertising Is building a reputation the same as if he bought bricks and built a building. He can no more afford to be false to his word and lose that reputation than he could afford to set fire to his plant. “The advertiser ought to say: ‘ I have spent so much money to buy a reputation and just that much is behind every statement I make.’ “Writing a successful advertisement is the most difficult thing in the business of writing. You can write an interesting story about noses and every man will feel of his nose and look in a glass. It concerns some thing which is his. But in writing an advertisement you must first over come his reluctance to read it. “Newspaper advertising is the quickest and surest way of building a reputation. It pounds at the consumer every day. The trouble with the average man is that he will advertise a heater only when it is cold. He should pick the hottest day of summer and say: ‘lt is hot as the devil today. Next winter will be just as cold. Then when winter comes the consumer is familiar with that particular heater.” ADVERTISING EPIGRAMS There’s romance in business, as well as in books. Many a fact-story of advertising is more gripping than fiction. It’s all in the telling. Some houses play advertising a« their last card when they should have played it as their first. Mftke your goods the best, and then make them so well known by advertising that any man can pick out the best from the rest. There’s “pretty picture” advertising There’s “cute copy” advertising. Thefe’s honey-dipped and sugar-coated advertising that appeals to the senses, but not to sense. Stop tickling and hit hard! The ability to pack the utmost Ing Into the fewest words Is rare In advertising. So much of it ambles and rambles, stutters and sputters, lacks both joint and point. Some advertising Is over-weighty. Some advertising is over-witty. Th* best advertising Is that which hits with the force and directness <A • cannon ball. The perfect advertisement Is not that which makes the reader exclaim admiringly, "How clever,” but which makes him mutter determinedly, “J want that!” Advertising copy need not be spine less and spiritless. It can have the same attributes as the human voice—magnetism, Incisiveness, persuasiveness. There’s a dynamic force about good advertising copy, which blows the cold ashes of indifference into the leaping flame of interest. In advertising it’s so easy to be sur-face-clever and so hard to be deepdown convincing. The orchestra leader who tears his hair seldom evokes great music. True power lies in restraint. Often an advertising campaign that starts with a run ends with a limp, because the advertiser Instead of trust ing to his driver meddles with the reins. If the face of the staggering successes won through advertising the firm says-, “Advertising is rot” proclaims Its own dry-rot. Type to be eye-compelling must have elbow room. Printers call it “white space.’* Some caustic pen defines conrervatlsm as the spirit ot that man who Is ‘too lazy to fight and too fat to run.” The paunched and triple-chinned conservative house never advertises. Oh, , no!

CAP and BELLS . WHY THEY CHANGED SUBJECT Discussion Over Sweet Little Honey-suckle-Covered Cottage Is Dropped Abruptly. “Yes,” said he. “life is so lonely.” “it is lonely sometimes,” she answered. “tVouldn’t it be sweet to have a little cottage covered with ivy and honeysuckle and roses?” “Oh, wouldn’t it?” “And when a fellow comes home tired from business to have a nice little wife to meet him at the door with a kiss?” “Ye-e-e-s!” “And then the winter nights, the blazing fire in the cosy parlor, and you—l mean a wife —at the piano singing in the gloaming. It would be lovely.” “I think it would be sweet!” “And then ” At this point a careworn woman came round the corner with a pair of twins in a perambulator. A dead silence fell upon the pair; the air Then they changed the subject. Studies of the Vernacular. “Sayliz, hoozat?” said the girl at the notion counter. “Hoozoo?” queried the girl at the glove counter. “Jessa ziffew diddeno!” . “Lookeermin, wotcha mean?” “Fewdon’t knowliz, wotchablushinbout?” “Ain tablushin! ” “Yartoo!” “Minjones yunobetter!” “Swat yar!” “Hoojoo mean, anyhow?” “Fellerspoke wennypass choortounter.” “Diddunsee anyfeller.” “Diddunteerim, either, didja?” “Coursenot.” “Awkumoff!” “Sayookids,” interrupted the floorwalker, “quitcherchininer I’ll reporcha!” Caesar’s Lament. The wild beasts gnashed their teeth and roared like a circus calliope; the gladiators shouted hoarsely; the arena was knee-deep with gore. In the amphitheater the pleasureseeking populace clamored tumultuously. “More blood! More death!” they yelled ferociously. Great Caesar in his private box • heard their cry and sighed. “Would that I might grant their prayer,” he muttered. “If only ” and imploringly he raised his eyes heavenward —“I could pull off an automobile cup race!” Great Caesar wept. For with all his boasted power he was unable to hasten the flight of time. AN IMPORTANT CONSIDERATION. \ I 8». u/ #M® Caroline—So you do not believe in early marriages? You think a man ought to have made his way first, I suppose. Hobart—To tell the truth, what weighs chiefly with me is that the later one marries the less time one has tG outlive one’s illusions. Reason for Ajax’s Madness. Ajax had defied the lightning. “However, there’s very little in it for me with nobody wanting the picture rights,” he sighed discontentedly. It was by such advanced ideas, though he held them but vaguely, that he at length got himself considered mad. —Puck. Charitable. ’Td have you know, sir,” snorted the loud-voiced individual, “that I’m a self-made man.” “Oh, very well,” retorted the other, calmly, “I’ll accept your apology.”

GLEANINGS FROM THE OPERA Society Woman Forgot Name of Play but She Enjoyed Herself Immensely in Gossiping. “Well, did you enjoy your evening, my dear?” “Indeed I did, John. I went to the opera.” “Oh, what did you hear?” “Rather, what didn’t I hear? 1 heard that Ruth Jackson was engaged to Tom Harris, the one who got drunk at the golf club ball last year. And that Jack Courtney and Edith Pascue have quarreled and are not going to be married after all. Then I heard tha<? the Singletons have a baby, and Mrs. Singleton wants it called Peter Garibaldi, after her mother’s stepfather; but Mr. Singleton wants it called Primus, because it’s the first. Then I heard that Baron von Schmeldt is not a baron at all, and that the Johnsons ” “But ” “Don’t interrupt. I thought you wanted to know what I heard?” “So I did, but •” “Keep quiet, then. Well, I also heard ” “What I meant was, what opera did you hear?” “Oh, I don’t remember. I saw the name on the program.” FAR LOOK FOR SMALL THINGS. He—Often when I look up at the stars in the firmament I cannot help thinking how small, how insignificant I am after all. She —Gracious! Doesn’t that thought ever strike you except when you look at the stars in the firmament? Exasperating. All afternoon Mr. Stubb had been moving pictures from one room to another and his only reward was dust and perspiration. “Hurry up, John,” chided Mrs. Stubb, impatiently. “You will never finish at that rate.” Mr. Stubb removed the cobwebs from his florid brow. “Woman, do you think I’m a machine?” “Gracious, how funny!” “Madam, may I ask what is funny?” “Why, dear, if you were a machine you would be a moving-picture ma. chine.” And then and there Mr. Stubb w’ashed his hands and started for the club. An Expert’s Opinion. A student in a medical codege, while learning the use of the ophthalmoscope, was told to examine a man’s eye and report upon the condition of it. The doctor-to-be adjusted the instrument and looked long and searchingly into the subject’s left optic. “Most remarkable,” he ejaculated, with a surprised look. Readjusting the ophthalmoscope, he again carefully scrutinized the eye. “Very extraordinary, indeed,” he exclaimed. “1 never heard of such an eye. This must be some new disease. Have yoq ever had an expert’s opinion on it?” was the laconic reply. “The man who put it in said it was a fine bit of glass.”—Tit-Bits. The Inventive Parent. Woodbury—l noticed that Knew pop had electric lights put on his lawn last summer. Seaforth —Yes,, and he also had a baby sling put on his lawn mower' He! figured if his baby was wakeful,lpsQ he would have to walk with It, that he might as well push the lawn mdW-i er and cut the grass at the same tiiie, I have often seen him come from the house at midnight, turn on the lights put the baby in the sling and start out on his double job. Impossible Employment. Seymour—Did you have steady etpployment during the time you were living in South America? Ashley—Steady employment? Wlint are you talking about, man? Dcft’t you know that such a thing as steely employment is a physical impossibilty in South America? Seymour—No; why should it b»? Ashley—Why? Simply because there are so many earthquakes there. A Criticism. First Angel—What is that spirit fussing about? Second angel—She says her hatpins, stick out beyond her halo. —Harper’s | Bazar. Or Did He Escape? “I met Miss Elderly and Miss Sere going for a tramp yesterday.” “Which one of them got himT"

WANTED SATAN SENT NORTH lood Example of Scottish Humor in Remark Made by Railroad Porter. Scottish humor is dry rather than lofbterous, and I always think there exquisite drollery in the story of the Stonehaven railway porter and the Salvation Army “captain.” To catch ‘.he hang of a little yarn readers must remember that Stonehaven lies to tne K>uth of Aberdeen. The London train nad drawn up at Stonehaven on account of a slight mishap a mile or tvro ahead, and Andra, the old porter, had got into Conversation with a Salvation Army officer who had popped his head out of the compartment to ask the reason for the delay. “Aye aye,” mused Andra, after giving the desired information, '■ye’ll be for Alberdeen, I’m thinkin’?” “Yes, my man,” was the reply; “I’m bound for Aberdeen —a very wicked place, I’m told!” “What micht ye be goin’ to dae there, sir, if it’s as bad as a’ that?” asked Andra, rather amused at the visitor’s words. “Ah,” was the pious answer, Tm going to drive the devil out of Aberdeen.” Like lightning came from the old porter the pawky retort: “See an’ drive him north, cheil; baud him well to the north!”—Exchange. NOT WORRYING. ’ IM 11 iwy? GuestI—Scientists 1 —Scientists claim that in a million years this earth will be a mass of ice. Proprietor Summer Hotel—Oh! well I’ll be out of the summer-hotel business by that time, I hope. PUTS STOMACHS IN ORDER. No Indigestion, Gas, Sourness or Dyspepsia Five Minutes After Taking a Little Diapepsin. There should not be a case of indigesion, dyspepsia or gastritis here if readers who are subjeqt to Stomach troujle knew the tremendous anti-ferment ind digestive virtue contained in Diapepsin. This harmless preparation will digest a heavy meal without lie slightest fuss or discomfort, and ■elieve the sourest, acid stomach in five minutes, besides overcoming all foul, nauseous odors from the breath. If your stomach is sour and full of fas, or your food doesn’t digest, and ?our meal don’t seem to fit, why not jet a 50-cent case of Pape’s Diapepsin from ahy druggist here in town, and nake life worth living. Absolute relef from Stomach misery and perfect llgestion of anything you eat is sure :o follow five minutes’ after, and besides, one fifty-cent case is sufficient io cure a whole family of such trouble. Surely, a harmless, inexpensive preparation like Pape’s Diapepsin, «vhlch will always either at daytime >r during night, relieve your sick, sour, gassy, upset stomach and digest vour meals, is about as handy and valuable a thing as you could in the house. Supreme Test. “I thought you said this bathing suit was in fast colors,” said Binks. indignantly, to the bathing master of t\om he had bought his dollar suit chai morning. “Yes, that’s what I said,” returned the bathing master. “Well, every blessed stripe on tlte blooming thing has come off on my back," retorted Binks. • “Ah, but wait until you try to get 'em off your back,” smiled the bashJlng master, suavely. “Then you’ll see.” —Harper’s Weekly. DR. MARTEL’S FEMALE PILLS. Seventeen Years the Standard. Prescribed and recommended for Women’s Ailments. A scientifically prepared remedy of proven worth. The result from their use is quick and permanent. For sale at all Drug Stores. In the Grand Stand. Stella—Do you understand baseball? Bella —Perfectly; but why does that man run so hard with nobody after him? His Specialty. “I hear that author friend ot yours is making a fine living by his pen.” “Yes. He’s stopped writing and gone to raising pigs.” Mrs. Austins Buckwheat Flour gives you a really good wholesome breakfast. It is perhaps better to build air castles than to have no ambition at all.

PUTNAM FADELESS DYES Color more good* brighter and faster colors than an, other d,e. Ono 10c package colors all fibers. J h ® v <h e •" cold water better than an, other djm. Keo caa<M aw ganaeatwttfcMrtriuina apart. _Wrlta lartaMfeookJoa— How to Qj». Bleach and MU Coiow. MONROE DRUB QO., Quincj, Illinois

Howe S'wul? Lydia E. Pinkham’s Vegetable Compound? We can furnish positive proof that it has made many remarkable cures after all other means had failed. Women who are suffering with some form of female illness should consider this. As such evidence read these two unsolicited testimonia.’ letters. We guarantee they are genuine apd honest state* ments of facts. Cresson, Pa.—“ Five yews .ago I had a bad fall, and htir<l myself inwardly. I was v.nder a doctor’s care for nine weeks, and when I stopped I grew worse again. I sent for a bottlp of Lydia E. Pinkham’s Vegetable Compound, took it as directed, and now I am a stout, hvsarty woman.” —Mrs. Ella E. Aikey, Cresson, Pa. Baird, Wash.—“A yerr ago I was sick with kidney and * bladder troubles and female weakness. The doctors gave mo up. All they could do wa-i to just let me go as easily as possible. I was advised by friends to take Lj dia E. Pinkham’s Vegetable Compound and Blood Purifier. lam completely cured of my ills, and I am nearly sixty years old.”—Mrs. Sarah Eeightor, Baird, Wash. Evidence like the above is abundant showing that the derangements of the fen ale organism which breed all kinds of miserable feelings and which ordinary practice dees not cure, are the very disorders that give way to Lydia E. Pinkham’s Vegetable Compound. Women who are afflicted with similar troubles, after reading two such letters as khe above, should be encouraged to try this wonderfully helpful remedy.

For 30 years Lydia E. Piriktiam’s Vegetable Compound has been the fitaiyiard remedy for female ills. No sick woman does justice to herself who will not try this famous medicine. Made exclusively from roots and herbs, and has thousands of cures to its credit.

»Mrs. Pinkham invites all sick women to write her for advice. She has thousands to health free of charge. Address Mrs« Pinkham, Lyhn, Mass.

guided

Not Even Mother. Little Bob was much distressed because the birthdays of his sister A tie- . flaide and his baby brother were gal ag to arrive before his did. “All the burfdays before m’ue,’’ he moumeiS. “Couldn’t you mak» ailne come first, muvver?” “No,” Interposed Adelaide, duc’.s'jrely, “nobody can change your blv-.h-day—not even mother!” Important to Motherfi Examine carefully every bottta of ! 3ASTOStIA, a safe and sure remedy lor ; infants and children, and see that it | In Use For Over 30 Years. The JLind You Have Always Bought Pie. "You Americans,” said the Lcv.don man, “are very fond of what you call pie. But properly speaking a pie should have meat in it.” “Perhaps. But the beef packers compel us to economize.” Stiff neck! Doesn’t amount to much, but mighty disagreeable. Y’ou’ve idea how quickly a little Hamlins Wizard Oil will lubricate the cords and make yen comfortable again. ' < — About ail a school teacher out of her great education is that after she becomes old, she knows mere to find fault with than other people. Mrs. Austins Buckwheat Flour givae you a really good wholesome breakfast. When everything else fails a woman can become a suffragette. Mrs. Winslow's Soothing' Syrup. For children teething, softens the gums, red-jwssln-thinunatlomajlays naln. cures wind colic. Zoea tottie. A girl is worth all it costs tc. ralnie her —and it always costs it. Mrs. Austins Buckwheat Flour givii you a really good wholesome breakfast. Many a fellow does all his betting with his mouth. —

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scrofulous conditions, ulcers, “fever-sores,” white swellings, etc., by taking Dr. Pierce’s Discovery. Just th* refreshing and vitalizing tonic needed for excessive tissue waste, in convalescence from fevers or for run-down, amende, thin-blooded people. Stick to thia safe and sane remedy and refuse all “ just as good ” kinds offered by the dealer who is looking for a larger profit. Nothing will do you half as much good as Dr. Pierce’s Golden Medical Discovery.

44 Bu. to the Acre • is a heavy yield, but. that 's what John Kennedy of Edmontun, Alberta, Western Canada, got from 40 H: Wheat in 1910. Reports aec districts i n that pruvnce showed other ereellent results—such as 4,000 bushels of wheat from 120 acres, or 331-3 bu.perrfcre. 25,30and40 bushelyields were numerous. As high as 133 bushels of oats to the’ acre were threshed from Alberta fields in 1910. The Silver Cup at the recent Spokane Fair was awardee to the! Alberta Governmentfor bit ot grains.grasses and >les. Reports of excellent for IblO corue also from :hewan and Manitoba in n Canada. i homesteads of 160 and adjoining preons of 160 acres (at racre) are to be had choicest dist ricts, ols convenient, cli- *|! ti mate excellent, soil the its If <•! very best, railways close at 11 . tJI | hand, building lumber /7/T I cheap, fuel easy toget stud Sa A vßk.’ reasonable In prh'e, water ‘SS ' easily procured, mixed ! farming a success. Write as to best place for setS(5)I vG-vCx tlement, settlers’ low railway Sat. rates, descriptive Illustrated ; Vgb'iX “Last Best West” (sent free qn application)and other fnforniaaA • tion, to Sup t of Immigration. 'Vs®.-* Ottawa, Can. .orto the Canadian Government Agent. (36) "’• It- Rogers, 3rd floor Traction Termt* nal Itl<ig., Indianupolia, Ind, ( .11. M, *- Wdliams, Room 20 taw Bldg., Toledo, O. (Use address nearest you.) Headache “My father has been a sufferer from sick headache for the last twenty-fiveyearsand’ never found any relief until he began taking your Cascarets. Since be has begun taking Cascarets he has never had the headache. They have entirely cured him. Cascarets do what you recommend them to do. I will give you the privilege of using his name.” —E. M. XI2O Resiner St., W. Indianapolis, Ind. Pleasant, Palatable, Potent, Taste Good. Do Good. Never Sicken,tWeakun or Gripe. 10c, P.sc, 50c. Never sold in bulk. The genuine tablet stamped CC C. Guaranteed to cure or your money back. S£s

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Faint ? Have yra weak heart, dizzy feelings, oppressed breathing after meats ? Or do you experience pain overthe* heart, shortness of breath on going up-stairs and ths many distressing symptoms which indicate poor circulation and bad blood ? A heart tonic, blood »nd body-builder that has stood the test of \over 4) years of cures is Dr. Pierce’s Golden Medical Discovery The heart becomes regular as clock-work. The red blood corpuscles are increased in number—and the nerves in turn are well fed. The arteries are filled with good rich blood. That is why nervous debility, irritability, fainting spells, disappear and are evercome Ly this alterative extract of medicinal roots put up by Dr. Pierce without the use of alcohol. Ask yj>ur neighbor. Many have been cured of

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