The Syracuse Journal, Volume 4, Number 34, Syracuse, Kosciusko County, 21 December 1911 — Page 2

f~T I ” ■ 1 111 Hl Advertising " JllgfajlJ GOOD SUGGESTIONS FOR THE MERCHANT The following pointers emphasize the importance of clean stores, clean sidewalks; pure air, ample light, neat clerks and other things that most merchants and concerns might overlook. How to Attract Trade. The way you run your business is your best or your worst advertisement. If you are not gettingtas many ° customers as you should get, then you are not doing the proper things to attract trade. A business properly run advertises itself , and attracts trader If careless ’methods are used you cannot expect the best results. To run your business properly does not require expert advice, but thought and attention. Your success depends on what other people think of you and your business methods. In figuring out how you can attract more trade, put yourself in the position of the public and look at yourself and your business as they look at you. Clean Sidewalks. A clean sidewalk, especially on stormy days, is sure to attract the attention of the passer-by, which will naturally draw his attention to the windows. Always make it a point to keep your sidewalk clean. Your Windoivs. Keep your windows clean inside and out. Change your window displays often. Many times customers coming into your store to buy some particular article will have their attention called to some other article in your window, and buy things that they did not originally intend to purchase. Use neat, attractive signs in your windows, calling attention to prices and particular bargains or specialties. T Cleanliness. Clean floors, show cases and counters attract trade. The surest way to promote cleanliness is to have good light. Proper ventilation is very important. People are often unconscious of good ventilation, but bad ventilation is undesirable and very unhealthy. Lights. Keep your store well lighted inside as well as out. A well lighted store is always attractive to people passing. When your customers come into your store they ’ appreciate your showing yoiw goods to advantage. Remember that unusual things attract trade and advertise your business. You must not be absurd, but yon can do unusual things without doing ridiculous things. Neat Employees. People like to see employees with clean collars and like to see goods handled by clean hands. Have plenty of soap and water always at hand so that your employees can have facilities for keeping clean. The Best Advertising. The best advertising in the world !s “mouth to mouth” advertising. Treat your customers so well they will tell their friends about you and your business and advise them to deal with you. This is the cheapest and best advertising in the world. You have often heard it said, “A satisfied customer is the best advertisement.” This is absolutely true. You know that satisfied customers talk favorably about your business and dissatisfied customers either do not talk at all or talk unfavorably. Suggestions. If your business is so situated or so large that you should do' newspaper. billboard, street car or window advertising, you will find that neat, clean looking printed matter is the best investment. Remember that your competitor can buy the same space ir the same newspaper that you car. Whether your advertisement will be mere attractive and bring you more business than his, depends entirely on what you say in the space you buy and how you say it. Important. Simplicity is the most important thing to emphasize in giving instructions to a printer or newspaper as to how your advertisement should appear. Don’t crowd your advertisement Don’t think that because you are pay ing for space you have to fill it all up. What you want is to get your advertisement read—oftentimes the more white space and the more simplicity, the quicker people will notice and read it. Stick to Your Subject. If you are advertising bargains ■price is the thing to emphasize. If you are advertising regular goods at regular prices, the thing to talk is quality/ Always emphasize service, mention ing careful attention customers get from your employees, prompt delivery of goods purchased, freedom from mistakes, etc. Be specific Tell why your goods are good goods Don’t make claim: that are not true. Straightforwardness and simplicity will attract people quicker than socalled originality. Some advertisements are failures because they are too original.

| SAID ABOUT ADVERTISING | S Whether an ad pulls or not Zj § generally depends on the push of the advertiser. —Newspaperg dom. H St The best way to fight the mall £5 § order house is by boosting your & *3 own business and working your it w.hardest to make jt grow.—lm- g •8 land Stationer. $ “We’ve all heard of the fellow •5 who ‘puts the cost of advertis- & J* Ing into the quality of goods,”’ •t says the Southern Advertising S Journal, “but none of us have lit ever been able to detect the sut. periority of his product.” *• The advertisement reaches the man while he is receptive, *• but before he assumes the de- ♦* fensive, as he is apt to do with the salesman. If also reaches •’ the men who; have influence J-s *t with the buyer, but who are <• inaccessible to the salesman. ’•

WHAT ADS HAVE ATTAINED Personal Salesmanship Displaced— John Lee Mahin Tells Value of Co-operation. John Lee Mahin, president of the Mahin Advertising company, addressed the students of the Northwestern University School of Commerce on the progress cf the advertising business recently. He said the question oi placing before the public the merchant’s story regarding his wares had advanced during the last few years until now it is one cf the most im port ant items in the business “Formerly the personal salesman was the advertising medium of his house,” Mr. Mahin said. “He did all of the talking and writing about his line. But now times have changed, and it is the advertising writer who does. this work in a broader mannei and with the assistance of the per sonal salesman. “Advertising and, salesmanship are related very closely at the present time, and as a matter of fact the co operation of the salesman and the advertising writer has brought the business to what it is today. We cannot co-operate without getting results, and the wise salesman does not work alone, but employs tools which come within his reach, such as the newspapers, street car advertising and the bill boards. “There are a number of tests which apely both to the personal salesman and the advertising writer. The two most important are the method of the writer and sincerity. “In modern advertising the words of the writer must be placed before the public in the most plausible manner. Anyone can write and anyone can tell stories, but it takes the advertising writer to take the words and phrases and place them where the best results will be had. “The second test is sincerity. In advertising, as well as in every other thing that is done in business, one of the most important factors is sincerity. You must be sincere in what you claim tor the article which is being advertised. The best way to conquer this is to have faith in yourself as well as your business.” AN AD-JURATION. If you’d ad-vance your business, An ad-vantage you will find In ad-equate ad-vertising Os an ad mirable kind. Down from the time of Ad-am This ad-age all admit; If you’ll ad-opt ad-visement, You will ad-here to it. Ad-ults ad-mire ad-herence To an ad-opted aim. Let no ad-verse ad-venture .Make you ad-journ the game. But add new ads ad-roitly, And make a big ad-o, And soon you’ll add ad-ollar For every cent that flew. Ad-ieu! Toot Your Own Horn. A ben is not supposed to have much common sense or tact, yet every time she lays an egg she cackles forth the fact. A rooster hasn’t got a lot'of intel lect to show, but none the less most roosters have enough good sense te crow. The mule, the most despised ot beasts, has a persistent way of letting people know he’s around by his in sistent bray. The busy little bees they buzz, bulls bellow and cows moo, and watch-dogs bark and ganders quack and doves and pigeons coo. The peacock spreads his tail and squawks; pigs squeal and robins sing, and even serpents know enough to hiss before they sting. But man, the, greatest masterpiece that nature could devise, will often stop and hesitate before he’ll advertise! —The Practical Printer. Strong Arm of Advertising. Service—service to the customer—that is the strong right arm of advertising. You can hire the cleverest advertising man the sun ever shone on, but if the clerks in your store are grouches, if your values aren’t just what they are advertised to be, if real, service to the customer is something that you have heard cf only in books, if your interest in the customer ceases the moment money has exchanged hands—why, your advertising man can’t make your printed messag< worth its cost, that’s all. —Jerome p Fleishman.

The • ihk

TO BE LACE SEASON IF ANYTHING, INCREASE IN POPULARITY IS SHOWN. ♦ Both Heavy and Light Varieties Will Be Used This Season—Wide Bands to Be Employed Extensively on Dresses and Costumes. Every indication points to a tremendous increase in the popularity of laces. It is predicted that not only will the heavier types of laces be ( used during the winter season, but that even the very light varieties will be employed more extensively as the season advances. Heavy laces, such as real Venice, Cluny, filet and Irish effects, will be much worn, as well as the machine-made imitations of these laces. The popularity of cotton and silk marquisettes will make Venice laces great favorites. Beautiful patterns of lace or embroidered designs on filet nets are to be had which, when combined with marquisettes or other sheer materials, produce some stunning effects. Kcal handmade filet laces may be had with handworked designs, but the effect and finish of the machine-made imitations are very similar, and these are the goods that will be bought by most women. Macrame, Irish crochet and Cluny will be much used. Light laces, such as malines, or shadow laces, and the Chantillies, will be used alone and in combination \<h the heavier types of laces. Flounces and bands of white shadow lace will be extensively used on gowns ot satin or sheer fabrics. Tunics and transparent coats of shadow lace or Gfcan-. lilly will be seen in every form. Some of these laces will be seen in vividly dyed colors as well as black and white. Wide bands in all kinds of laces will be used extensively on dresses and costumes. The extreme widths will be used as a band encircling the flounces of the skirts, and the narrower widths to match will be used on the waist front and on the sleeves. The popularity of these wide bands, which may be had in width up to eighteen inches, has brought out some interesting patterns in heavy designs that are indeed stunning. Jabots or plisses are extremely wide and long. In the majority of cases they extend to the waist line and over as far as the shoulder. The shape is generally broader at the top than at the bottom. Sleeves for evening wraps are made very large, and among the new models are those having the long shoulder line with the attached. Draped skirts are as yet Only moderately successful on this side of the water, though their popularity in Paris is very great. Ribbon trimmings are still in high favor for millinery. . f — Substitute for Ermine. Swansdown is in some cases used as a substitute for ermine. A beguin, or close fitting cap—a trellis of jet beads lined with white velvet —has a border band of swansdown and is trimmed with a gigantic bow of wide black velvet ribbon set askew so that the loops on the right hand stand up ten inches above the head, while those on the other side almost touch the shoulder, says Millinery Trade Review.

DRESS FOR YOUNG GIRL — XX oi™ fi! I kJ 1 / I iiw Coral-pink nun’s veiling and silk are combined in this dainty little dress. The material for skirt is set in boxpleats each side front and back, a Jeep band of silk being laid between he pleats at the foot; the material or bodice is also arranged in pleats,

MADE UP IN WHITE LINEN One of the Incongruities of the Season Seemingly Little Adapted for Cold Days. White linen is used here. The skirt is trimmed at the foot with a deep striped band about 7 inches wide. The sailor blouse bodice has the upper part cut’ Magyar, and laid over the lower in a wrapped seam; the collar and deep sleeve-bands are of the wCo Wy/A I ' 1 1 ? W B w 4 hi I Wai stripe. A blue suede belt is worn; the singlet is embroidered with blue. Burnt straw hat, trimmed with blue ribbon. *> Materials required: yards linen 40 inches wide, 1 yard stripe 40 inches wide. MAKES "DAINTY BONBON BOX Simple Materials, With a Little Ingenuity, Can Be Turned Into Acceptable Present. The' foundation of a very dainty, bonbon box is nothing more than a small tin cracker box. The entire outside surface'-has been covered with an odd piece of brocad ed satin glued bn perfectly smooth, lapping well over on the inside. The lid is treated in the same way and has a trellis of narrow pale-green satin ribbon worked over the top and tied in a smart bow at one side. The box is lined with heavy glazed paper, pasted on right, up to the edge and covering the satin that was turned in from the outside. Such a box lined with silk or velvet would serve as a jewel case, a hand kerchief box or a receptacle for any trinkets. If lined with silk, pad the bottom with a layer or two of cotton batting perfumed with a delicate sachet.

with silk laid between; the small yoke is of piece lace. Materials required: 3% yards 44 inches wire, 1 yard silk 22 inches wide, % yard piece lace 18 inches wide. TO MAKE IN ODD MOMENTS Trimmings That Are So Highly Popular Just at Present Need Not Be Matter of Expense. The girl of slender purse who is attracted by the graceful imported garnitures of beaded fringe shown on some of the most attractive gowns of the present season need not feel it obligatory on her either to be extravagant or to go without the tpuch that would “make” her new frock. Beads in themselves are not relatively expensive, and with a well chosen assortment of these and a few long needlefuls of silk, either to match or contrast with that of the ground work, a plain silken fringe may be transformed into one that need be no imita tlon of any shown on the latest im portations, but may, rather, have the lar more desirable quality of original beauty in its devising. The best method of attaching these somewhat fragile and elusive “dangles* is to knot the threading silk firmly, first in the beading of the fringe, then, at the proper distance, around the bead, and again, in the beading with another knot, so that each bead (oi set of beads, if more than one is de sired ou each loop) is entirely secure, both in itself and as regards Its neighbors.

WAS FATTEST TOWN MARSHAL Sam Harris of a Texas Village Tips the Scales at 410 Pounds. Farmersville, Tex. —Sam Harris, of this place, who hold the record for six years of being the largest town marshal in the United States, has retired from that office. He weighs 410 pounds. His weight was no handicap to him in performing the duties of police officer, but he got tired of the job and is now ready to take other emplowment. In the meanwhile he is devoting his time to'swapping horses. He is thirty-eight years old and is still \ a wc A J Sam Harris. Increasing in avoirdupois. Mr. Harris is the product of a farm near Farmersville. He is proud of the fact that his flesh gives him no inconvenience in his everyday duties. He says that he can walk ten miles without feeling the slightest fatigue. “When it comes to strength,” said Mr. Harris, “I bar no man.” He has performed some remarkable feats showing his powerful muscles. Mr. Harris is a great believer in the upbuilding qualities of simple foods. His diet consists almost exclusively oi bread and meat He advises all who want to reach his weight and physical strength to subsist on these foods. During the three terms that Mr. Harris served as town marshal evil doers gave the place a wide berth. COLUMBIA RIVER PALISADES Stream One of Most Picturesque In the World and Scenery Beggars Description. Tacoma, Wash. —The Columbia river Is one of the most picturesque in the world and the scenery along the banks beggars description. The Cape Horn Palisades shown in the accompanying illustration is a striking examplo of th© character of scenery along this great river. The new line of the Northern Pacific railroad to Portland has -tunneled this immense mass of rock which stands like a great beacon on the banks of the river. w The great gorge of the Columbia is lined with towering palisades anti great bluffs. Magnificent forests cover the banks of the river and ■ Snt Cape Horn Palisades. there are many waterfalls hundreds of feet In height. The Columbia is noted for its salmon fisheries, the annual product of this and other coast streams being more than 30,000,000 pounds. The Dalles mark the head of navigation on the river, which is the great center of commerce for the northwest. Finds SSOO Ring In a Cow. Charleroi, Pa.—When Otto Bohemi, a German meat man, started to butcher a cow he did not realize that he was prospecting under his lucky star rntll he pulled a costly diamond-set ring from its paunch. A hasty inspection revealed his fortunate find, and he forgot to work, and hustled to a jeweler’s for ah appraisement. A careful examination' showed the diamond to be worth SSOO. It is supposed the cow swallowed the diamond while eating alfalfa.

IMEMIIEEfI Centenary of Rev. Walther’s Birth Is Observed. Conspicuous Figure in the Church's History Who Came to America to Enjoy Full Liberty of Conscience. St. Louis, Mo. —There is a large church body known as The Lutheran Synod of Missouri, Ohio and othei states, the main founder, leader and advocate of which was Carl Ferdinand Wilhelm Walther, D. D., whose 100th birthday has recently observed foi days by special services in thousands ot churches of the Lutheran faith in the United States and Capada and al’ parts of the world. Prof. Walther, th© most conspicuous figure in the history of Americac Lutheranism, was born October 25 1811, in Saxony, Germany. In the gymnasium of Schneeberg he received a thorough classical education and then pursued the studies of theology of Leipzig. After graduating from that institution with high honors he ministered for a brief period to a state church in his native land. However, his strict adherence to “God’s word md Luther’s doctrine pure” and his | outspoken frankness soon brought him in conflict with the powers that were and he resolved to seek in free Amer- , ica that full liberty of conscience which was denied him in the land ot his birth. He landed on our shores - in the year 1838, in company with several brother ministers and a small i band of emigrants who, like the Pilgrim Fathers, sought a haven of refuge and liberty on America’s free soil. After a short stay in Perry county, ; Mo., where the first college, a small ; log cabin, was epecjted, he removed to ' St. Louis, where he. passed his long i and useful life. As first pastor of ! tour large and influential congrega- ‘ • tions in St. Louis, as president and —— ■■■—A HCWE- O/fCEa LumniniT I j professor at the Theological Seminary here, as editor of several o church papers, as author of several church of valuable theological works, as president of the Lutheran Missouri Synod, he labored uncessingly and his name and fame became world wide. And he lived to see in part the fruits of his labors. In place of the first little college in Perry county there was erected and dedicated 44 years later in St. Louis the handsome seminary in which today over 300 men are being prepared for the Lutheran ministry. To this we must add another theological seminary at Springfield, HI., one teachers’ seminary at Chicago, 111., and one at Seward, Neb., and a dozen of (preparatory institutions for the ministry) in this country and foreign lands? The Lutheran Synod of Missouri, founded, mainly through the influence of Dr. Walther, in 1847 in Chicago by 12 ministers and 12 congregations, to day numbers over 2,200 ministers, 3,000 cGHgregations, 600,000 communicant members and 2,100 parish schools in which 2,400 teachers instruct 94,000 pupils. The synod also has a large publishing house at St. Louis, which nets annually at least SIOO,OOO And her missionaries are sent out into all parts of the world to preach the Gospel in 20 or 30 different languages. Thus the little mustard seed planted by Dr. Walther has grown and today stands as a large tree whose branches are spreading out over land and sea. But for all this Dr. Walther to his end remained an humble ser vant of the Lord, holding to his chosen motto: “Soli Deo Gloria—All glory and honor to God alone.” He died at St Louis May 7, 1887. Pistol Toters to Rock Pile. Macon, Ga.—Persons convicted of carrying concealed weapons in this city need not expect leniency. Judge Hodges has declared that the recent prevalency of pistol cases makes it necessa.. for him to stringently enforce the law, and offenders in his court will receive straight chain-gang sentences, this being, it is believed, the most effective means of breaking up the practice.

Kidney Trouble Is Very Deceptwe Few Realize They’re Affected Till Danger Point is Reached—Dr. Derby’s Kidney Pills Work Wonders—Sample Free! Kidney disease is much- more common than most people imagine. Many sufferers do not know what’s ailing them—until the trouble becomes serious. §ome trifling affection may run into the dread diabetes, dropsy or Bright’s disease before one realizes there’s anything wrong with his kidneys. Usually the most noticeable symptoms which first appear are far from the seat ot the trouble, and the. sufferer mistakes the nature of his ailment. Dull headaches or nervousness, for instance, he never thinks of as signs of diseased kidneys. Even the aching back and sides, rheuma. tism, pains or twitching in groins or limbs, sore, inflamed muscles, he may consider indications of some other trouble. Unnaturally colored or cloudy urine, too frequent or too scanty urination, burning sensation, are ot course readily recognized as symptoms cf such disorders. Because of the deceptive and dangerous character of these ailments, if you suspect your kidneys are diseased, lose no time in beginning treatment. The best possible remedy for you is Dr. Derby’s Kidney Pills. They are quite different from anything else in the market. They act in two wayscleanse the clogjed kidneys of their poisonous impurities, strengthen them so they perform their duties normally, naturally. There’s no other way to really cure kidney derangements, resultant bladder troubles and rheumatism—and permanently banisi’ those frightful aches and pains. Get a package of these marvelous Dr. Derby’! Kidney Pills at once. 25c and 50c packages. If you want to try them first ask your druggist for a free sample package, or same will be sent direct by Derby Medicine Co., Daton Kapids, Mich. Fellows in Distress. An efficient woman princi;’:;! of a New .York grammarsehce’. though devoid ot good looks and bearing the marks of long 'service in her profession. still retains the charm of a delightful frankness. One day while watching the pupils pass out cf. her building two by two, as usual, she noticed one boy marching alone, with his arm to his eyes, sobbing tumultuously. In answer to her solicitous inquiry as she drew him from the line, the little fellow wailed: “I—l haven’t g-got no pardner!” The principal extended a prompt and sympathetic hand. “Shake,“dear boy, shake!” she invited. “I haven’t, either.” v • Question for Question. . “I shall discharge our butler,” said Mr. Cumrox. “What’s the trouble?” “He doesn’t show me proper defer ence. When I am. paying a man liberally, I consider it his duty to laugh at my jokes.” “And won’t he?” “I don’t think he can. He’s an English butler. When in a spirit of gentle and condescending .badinage I said to him, “Hawkins, can you tell me which came first, the chicken or the egg?’ he said, ‘Which did you order first, sir?* ” Precise, The proofreader on a small midalewestern daily was a woman of great precision and extreme propriety. One day a reporter succeeded in getting into type an item about “Willie Brown, the boy who was burned iii the West end by a live wire.” Ou the following day the reporter ioun|l on his desk a frigid note asking, “Which is tho west end of a boy?” A It took only an instant to reply—‘The end the son sets bn, of course.” —Ladies’ .Home Journal. Above Him. “You say that she married benqath herT’ “She certainly did; her father waw an aviator and her husband a chauffeur.” v Do your share of work each day, pay your debts, have a little money, talk only when you have something to say, and you will assist the world in growing better.

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