The Syracuse Journal, Volume 5, Number 27, Syracuse, Kosciusko County, 31 October 1912 — Page 7

~~ii ir~ Advertising I n Talks n | ic n IS READ BY ALL CUSSES Daily Newspaper Best Advertising Medium and Bhould Be Used by Small Dealers and Merchants. That the newspaper Is the best possible advertising medium for the small advertiser and that the advertiser must use more care in getting up his advertisements for small space, were the declarations made by Otto S. Bruck in an illustrated talk to the Dallas (Tex.) Ad. league recently. “It is the small advertiser who is supporting fake advertising schemes and losing money every day, simply because the average small advertiser does not take the time to analyze propositions put up to him by a glibtongued solicitor. The question iB will the average ‘scheme’ bring results? Can the same amount of money, if expended in some other medium, bring better results? What class of people can be reached? How many people, if any, will see the ad. in the special scheme? They simply fall for the fakes because they are seemingly cheap in price, perhaps a dollar or so, but in the long run the small advertisers are separated from a lot of money and then they cry that advertising does not pay. They have never really advertised—only supported a lot of grafters. “Small advertisers should use the newspapers as their basic mediums. The newspaper goes into all classes of tomes and it is looked for every day. It is cheaper, Hot the newspaper has a distribution which makes it reach the people. “Small advertisers pay too little attention to copy, which is the vital point of any advertisement. A majority of the small advertisers use signboard copy in their small newspaper ads., when that is the very space where they have opportunity to give a regular sales talk, just as if their customers were in the stores. Think more of what you are going to say in your ads. and less about the cost of them, and th€ results will surprise you. “Many advertisers of this character are not regular enough. One knock with a hammer never drives the nail home. It takes three or four steady blows for each nail, and it is the same way with advertising. Keep up the lick. . * 4 “Some small advertisers very unwisely expend all their money In one method of advertising. A merchant ’vlho will spend every cent for painted ■ displays and nothing on newspaper advertising is a fit subject for the bankruptcy court. If you use painted displays, figure how many people will Itass these signs and realize how limited are your facilities for advertising the prices of the articles you sell. If you can stand the pressure, get on the signboards, too; but if you can use your money to greater advantage and tell more people about your goods and get your prices before the public, don’t you think it would be foolish for you to use just one method of advertising, such as signboards? Small adi vertisers should think more about their advertising and ask the advioe of real advertising men. not fakers.*’ WOULD ADVERTISE GOSPEL St. Paul Divine Believes Jo the Use of Space Next to Brewery Ada. “Active competition against the lures of the theaters and other amusement places must be made by competing with them in their representations to the public,” said Rev. Thomas •A. McCurdy, while advocating newspaper advertising for churches in St. Paul, Minn., recently. The occasion was a meeting for the purpose of considering a merger of publicity interests of St. Paul church- * es. Rev. McCurdy urged that the churches purchase advertising space in the newspapers adjacent to that held by the theaters and other amusement advertisers. Answering the criticism of a member who was opposed to church advertising, the speaker said: “You’re after the devil. Then why hesitate about fighting him. I ran an advertisement for a year next to a theatrical ‘ad.’ and obtained results. If the choice of space lies between a page of miscellaneous ’ads.’ and a page of brewery ‘ads.’ the churches should take the latter and be pleased with the advantage gained.” Church Advertising Pays. “I believe newspaper advertisement 4 of church services pays in every way. It pays financially, at least, with us, and it certainly pays in the securing of a larger hearing for the pulpit message. Yet I also realize that such advertising, to be effective or make any special impression, must be the announcement of some unusual topic whichf§|ias news value. The ordinary theme does not- attract that kind of attention. Success depends on the phrasing of the subject and the way U is handled in the pulpit This kind of church publicity is an art in itself which must be carefully studied, as a business man studies his kind of advertising.’’—Rev. P. H. Bready, 3rand Rapids, Mich. The Eternal Life. i “The elm lives for two hundred years, the linden for three hundred, the oak lives for five hundred years—” “And the chestnut*’ interrupted the other half of the sketch, “lives forever.” Good Idea for Extension Table. Tbe extra leaves of an extension table invented by a Pennsylvanian are carried beneath the top when not in use and raised Into place and faßtenU ed there by turning a pair of thumb- | screws.

WINDOW SHOULD BE i TRIMMED OFTEN By A. E. EDGAR. How many people pass your store in a day? If the average Is ten « minute in the eight busiest hours 01 the day 4,800 people must pass youi window. This number, 4,800, repre gents what, in newspaper parlance, if called daily circulation. A good advertiser will change hit advert ise men t -In his local papei often, and for a similar reason the advertiser should change hlB window trims frequently. This is an easy matter for almost any store. It iB not necessary that every elaborate detail be changed two or three times a week, but it is worth while changing some portion of It. The up-to-date window is trimmed on a unit idea except when some one line of goods is featured exclusively. It should be an easy matter to remove one oi more of the central units and replace them with others. When this is done the background and display remains in place for a week or so, while the central portion, or foreground, is fre quently changed. Price Cards Profitable. There is not the slightest doubt that a judicious use of price tickets and window cards will pay well foi their cost and the time expended in their making. It has been proven, also, that a neat, plain window card is much more valuable than one that is glaring and sprawlingly “artistic.* The window card is a small thing in itself, so is the newspaper adver tisement. As the latter is an impor tent link in the chain of publicity sc should the window card be a thing oi 6ense and meaning. Such expressions as, “We’ll treat you right,” “We sell at lowest prices,” “We have the lar gest stock in town,” while of some value are not nearly so desirable as some definite information or sugges tion about some line or article on dis play. It is safe to say that the messages sent out constantly through this me dium are bearing fruit every day. A card that is suggestive will always be sure of having people who read i> think and ponder over tbe induce ments offered. The good work these cards do may not always be easily traced, but they have done good foi others tfnd to all classes of stores. A clothier and haberdasher erf Chi cago has stated that window cards made out of plain wrapping paper, with a carpenter’s blue pencil, were the means of building up a successfu business for him. The price card is a salesman When a man looks in a show window and notices a saw he likes he won ders first of all what the price is. H< feels diffident about asking a sales man what the price may be, so passes on. If the question of “how much’ is answered as often as possible by price cards, more will be the re suit. . * LAZY FELLOW IN DEMANC Gets Dozen Replies to Ad., But Shows Trim Colors in “Turning Down” All of Them. "Laxy, dull, non-ambltieus young man, with a high school education, wants work of some kind: has had two years’ experience In a drug store; also, taught school.’ L. A. Norln. care Tribune. The efficacy of this modest ad., which appeared in the classified columns of the Minneapolis (Minn.) Tribune recently, was evidenced in a dozen offers of good jobs, but apparently not to the taste of the advertiser, whe “turned them all down.” Twice he was asked to take work as a stenographer, and was even offered a job as a school teacher, Id which profession he already has “starred,” having taught rural school, according to the “ad.” His reasons for not accepting these offers were that he was looking for “something intellectual" and feels that he is best fitted for “higher” kind of work. . It was stated on his behalf that he was thinking seriously of entering the University of Minnesota, and for that reason might not -consider jobs oi even “intellectual” work unless they were specially tempting and cams very soon.

Some Dont’s. Don’t speak ill of a competitor. Don’t advertise In a perfunctory manner. Don’t forget that, as the seasons change, the wants of the public change; and arrange samples and windows accordingly. Don’t snub the traveling man; you may want a favor at his hands some day. Don’t expect to do all of the business done in your line, nor claim that you do It all. Don’t get the idea that dust and dirt will be overlooked in your place. Don’t be, “penny wise and pound foolish” in the matter of tools and appliances to work with. Don't have too many prices; the adoption of this rule will save you considerable annoyance and promote confidence in the justness of your prices. Don’t leave your store in charge of one who has not a practical knowledge of the goods; any customer wants and expects intelligent attention.

Fatal. ' A Hutchinson man announces the discovery that pouring scalding watei on chinch bugs will destroy them. Tom Cordrey inquires if the man has ex perimented by placing the chinch bus on an anvil and hitting it with a 40 pound hammer.—Kansas City Times. Looked the Part. Walter found his mother talking to a portly lady. “Walter,” said his ma, “this is your grent aunt.” “Yes,” said Walter, looking at her ample proportions; “6be looks it.” —Savanab Nows

Women Careless? Ask at THE HOTEL^^fgf^l 7 MW WfM' v JW- 5 Mi.

T was the afternoon hour when the corridors of the Waldorf-Astoria are usually crowded with women. Every one of the restaurants was filled, and the tables ~ had overflowed Into the oak

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room and the foyers. A continuous stream of femininity came in at the entrance on the Thirty-third street side nearest Fifth avenue, hurried through the “tunnel” leading to the foyer, turned into Peacock alley, progressed

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slowly and glacially through it to the office, turned to the left, coursed past the office deck, conscious more or less of the male loiterers standing and sitting about, hurried through the oak room, then up the Thirtythird street corridor, either to find acquaintances or perhaps seats, or else to start : again on the same tour. A woman hurried up to the lost and found section of the of-

fice desk. She held up a gold mesh handbag. “I saw a woman who had this bag m her hand sit down In the corridor,” she said. “She got up a few minutes tater and went away, leaving it. 1 thought she might return, so 1 kept my eyes on it for a while; but now I have got to go, and as she has not some back I thought I had better turn the bag in to you.” A few minutes later another wom*n came up to the same place and asked whether anything had been heard of a feather boa, which she was sure jomebody had stolen. After a search the clerk produced tbe boa and she went out of the hotel. Fifteen minutes afterward a taxirab driver entered and turned In at the office a feather boa which he said z fare from the hotel had left in the 3ab. To the clerk it looked familiar. He examined it carefully. It was the same boa that had been claimed only s quarter of an hour before. Only a few minutes had passed when i third woman rushed up. sfre asked tho clerk to please to tell the hotel detectives or thp police or the newspapers, or someßbdy, to find a valuable fur muff which had been stolen from her. She was positive she had left It in her room. The clerk listened attentively to her description. Then he ducked under the counter and solemnly handed her the muff. "Why, where did you get this?” she demanded. “It was picked up in the corridor, madam,” was the reply. She signed her name to the receipt book and then went away in the same haste she had come. When the clerk looked up from the book he found the had left her pocketbook on tbe counter. The rewards given by women, and men, too, to those who have return ad lost property are sometimes astonishingly small. Two women who were occupying an apartment In an exclusive hotel went away to spend the Christmas holidays. One got back the day before the other. When she entered the bedroom she was amazed to see lying on the dressing table a diamond bar pin belonging to her friend. It contained 15 jewels, and was worth several thousand dollars. She was going away from town that same day and simply enclosed the pin, together with a note, in an envelope, and left the latter on the dressing table. The next morning the other woman showed up. The day after that she sent a hurry call downstairs for the manager. “Oh this is tragic!” she exclaimed when the latter entered her room. “My diamond bar pin is gone. It was stolen, I am sure, and you must have the chambermaid arrested. The manager looked at her. She answered his questions impatiently, but they drew from her the information that when she entered her bedroom the day before she had found a note on the dressing table from her friend, but she was in such a hurry to dress for dinner that she had thrown it aside; and yes, she admitted after some hesitation, it was possible It might have fallen oter into the waste basket that stood near. The chambermaid had straightened up the apartment that morning, and under ordinary circumstances the contents of the waste basket would, by this time have been on their way to the city incinerating plant. But It happened to be New Year’s day, and

Special Marks for Lightning

Nowhere else do tbe electrical discharges of the atmosphere assume so intense and terrifying a character as on tbe summits of high mountains. Last August the laboratory of the Society of Observatories, built on the summit of Mont Blanc, was struck by lightning, with fatal results to one of Its occupants. This building is of wood, roofed with sheets of copper, and is not provided with lightning rods. It

Bees Hold Freight Train

Bees, each of whom seemed to have nly a single thought, to sting as one, iroved themselves mightier than the rain crew of a Great Northern mixed, reight and passenger train between Minneapolis and Hutchinson . recently, ,nd there are persons scattered at staions from Crystal Bay to Hutchinson rho are wondering why their baggage ir freight did not arrive. When the rain started from Minneapolis there

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the trash collector doesn’t work .on that holiday, and what had been in the waste basket was now in a big bin below stairs, six feet deep by twelve feet long. With a cham-

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' Z&SK bermald and a porter the manager betook himself to the basement, and stood by while the two took out the refuse, piece by piece, from the bin. After a solid hour’s work, the porter found an envelope, from which he took the missing pin. The owner of it gave him one dollar. Somewhat similar was the case of another woman at a different hotel, who on the night before she was due to 6ail for Europe came down to the desk in great excitement. Her valuable pearl necklace was gone. She had wrapped it, she said, during the morning in tissue paper, preparatory to packing it, and must have left It on the bureau. To the manager the idea of the tissue paper suggested ths waste basket The contents of the waste basbeen taken to the cellar and had been compressed with other refuse into a 25ff pound bale.. There was but one thing to do, and that was to examine this bale. The manager and the steward set themselveß at the task. Piece by piece the paper was removed, but at the end of almost three hours not a sign of the necklace had appeared. The day after the departure of the steamer the manager received a letter from the voyager, sent ashore by the pilot. “I am so sorry to have given you so much trouble,” it read. “I have found the necklace in my trunk.” A woman from Washington, who always travels with a lot of diamonds, arrived one night at a New York hotel unaccompanied by the maid, who usually traveled with her. About half paßt nine o’clock the next morning Bhe came downstairs breathless. “I want those doors locked and nobody permitted to leave this building,” Bhe cried. “My chamois bag, in which I carry all my jewels, is gone, and I want all the help searched. When I went to bed last night I laid the bag under a piece of crumpled newspaper in a corner of this shelf In the closet.” “Are you sure that after all you did not pnt It in your trunk?” suggested ths manager. The woman was indignant at the idea, and demanded that police headquarters be communicated with instantly. When the central office detective reached the hotel the manager called him aside, explaining the situation, and advised him to insist upon the woman opening the trunk. Ten minutes later the sleuth came downstairs grinning. “The bag was where you said It was, ail right,” he Baid to the manager. An engagement ring figured in a theft charge at a Fifth avenue hotel. A young woman who had been out: shopping entered the hotel breathlessly one morning and hurried to her room. In a very short time she was downstairs again, with a demand upon the manager that he have the chambermaid arrested. She said that her engagement ring, which had cost S6OO had been stolen from her room and as the chamber maid was the only person who had access to the room, she simply knew the woman had it. She was so positive in her statement that the manager immediately telephoned to the nearest police station for a plain clothes mau. The chambermaid had been in the hotel many years, and was well thought of. A few questions convinced the detective of tier innocence. Then he put some questions to the woman who had lost the ring.

was practically buried in snow at the time of the disaster. The famous Janssen observatory on Mont Blanc was repeatedly struck, although it bore numerous lightning rods, connected by cables to some rocks a few hundred feet distant. This building was of wood and was built on the snow. The effects of the lightning were extraordinary and appalling; the metal tableware was frequently melted -or

were ten hives of bees consigned to Rev. Francis Jaeger at St. Bonifacius, Minn. By the time the bees got to Crystal Bay three of the hives were smashed, and as a result no feight was left there, and the car door was closed with a ten-foot pole. At Minnetonka'Beach a policeman was asked to restrain the bees from inters faring with interstate commerce, but he “flunked” on the job. Father Jae- “ 4

She was indignant, but finally remembered that she had put the ring, together with four others, into her pocketbook that morning before breakfast. The purse she had left on her dressing table when she went downstairs to breakfast. That must have been tbe chance the chambermaid took, for when later in the morning she opened her purse in a department store to pay for some purchases the engagement ring was missing. She insisted that the detective arrest the chambermaid. The sleuth refused, and decided to make a thorough examination of the room, in spite of the young lady’s protests. At one end of the dressing table, on the floor, stood a pair of high shoes. The detective picked one up, and turned it upside down. Out rolled the missing solitaire ring. Apparently when its owner had swept the five rings 'together to put them into her purse, the solitaire had rolled off the table. They looked for to express at least some gratification over the recovery of the trinket; but no, she was so enraged over her she made no amends to the chambermaid she had accused and did not even thank the detective. Somewhat similar in its outcome was the experience of a woman from Washington. She arrived at a hotel in a fashionable district one night about nine o’clock, and her first order was for a pitcher of ice water. A bellboy took it up and placed it on a table in he rsitting room. The next morning she called up the manager in a condition bordering on hysteria, and informed him that a big marquise ring containing 32 diamonds was missing. The only person who had been in the room besides herself was a bellboy, and she remembered that before the bellboy entered her sitting room she had taken off her ring and placed it on the table while she was washing her hands. The bellboy bore a good record. After a search of the room he was put through the third degree. He convinced the manager of his innocence. The next day, just as she was about to leave the hotel, the woman came in to the manager. “I feel very much mortified,” she said. “I found the ring just now as I went to pack my trunk. “I left the window open the other night and the wind must have blown the curtain so that it swept across the table and took the ring with it. A pair of rubbers was standing by the side of the table, and when 1 went to pack them in my trunk just now the ring rolled out of one of them.” American Fruit Consumpton. Statlstice for 1909 show that the apple crop of the United States was worth $83,000,00, peaches $28,000,000, grapes $22,000,000, and «■ strawberries $l7O ,000, oranges reaching the same large figures. The peoplerof the United States consumed $10,000,000 of plums and prunes, $7,000,000 of pears and cherries and $5,000,000 of the raspberry. One of the curious features of this production of fruit has been the lessening of the apple crop, which in the past decade, with a growing population, has decreased from 175,000,000 to 150,000,000 barrels. On the other hand, the production of tropical fruits iu continental United States has about trebled in the same time, and ten times as many pineapples are grown now as were produced ten years ago. Gen. Booth Died a Poor Man. General William Booth, who made the Salvation army the great organ ization that it is, died poor. His per sonal estate amounted to only $2,440 aside from a fund of $26,475 which was settled on him for his private use. General Booth never drew' or the army funds for his support or ex penses.

i perforated; the bolts and nuts in the walls were melted; the woodwork charred; the metal cap of the large telescope was pierced with holes. In Gotham. “Old Dubble isn’t giving big contri butions for the foreign. missions this year.” “No; he’s been losing money.” “How’s that?" , Z' “They’ve been oi the places he owns been'centing to professional gamjMers^_^6w

ger now has his bees at St Bonifacius, but is waiting until their tempers improve before unloading them, and the car—with all the rest of the freight—will Btand on the sidetrack for some time. The Consistency. "The face of nature is an appropriate one, is it not?” “How do you mean?” “In it, do you ndt notice that the brow of the hill is always placed above tho mouth of a stream?”

’Smoke Pleasure and other Pleasures for die Man Who Smokes I ‘There is smoke pleasure oil Virginia Ir S and North Carolina bright leaf. Thousands prefer it to any other pipe tobacco. Thoroughly aged and stemmed and H then granulated. A perfect pipe tobacco — nothing better )U One and a half ounces of this choice tobacco cost only sc, and with each sack you get a book of cigarette I ** The other pleasures are the presents that are secured aK J with the coupons in each sack of Liggett 4* Myers Duke’s flB K Mixture. These presents delight old and young. Think of the pleasure that you and your friends can get from a talking machine, free, or such articles as —fountain pens, .j* » balls, skates, cut glass, china, silverware, aGARETT&, C S’X aGARCTTCs! Jl t * VJJ i anti other tags and coupons issued by tu* JKM Stops Backache Sloan’s Liniment is a splendid remedy for backache, stiff j joints, rheumatism, neuralgia and sciatica. You don’t need to rub it in—just laid on lightly it gives comfort and ease at once. Best for Pain and Stiffness Mr. Geo. Buchanan, of Welch, Okla., writes : —“l have used your Liniment for the past ten years for pain in back and stiffness and find it the best , , Liniment I ever tried. I recommend it to anyone for pains of any kind.*' SLOANS LINIMENT is good for sprains, strains, bruises, cramp or soreness of the muscles, and all affections of the throat and chest R. D. Buxgoynk, of Maysville, Ky., RR. r, Bbx 5, writes: —“I had severe pains between my shoal- j v? ders ; I got a bottle of your Liniment and had entire relief at the fifth application.” Relieved Severe Pain in Shoulders Mr. J. Underwood, of 2000 Warren Ave„. Chicago. 111., writes: — *• I am a piano polisher by occupation, and since last September have. Vi r 4 suffered with severe pain in both shoulders, I could not rest night or day. One of my friendstold me about your Liniment. \ Three applications completely cured \ me and I will never be without it.” ~ Price 25c., 50c., and SI.OO at All Dealers. v Send for Sloan’s free book on horsefc Address $927.33 NET FROM 3 ACRES Remarkable, you say? You can do the same thing. Get some land a Mississippi or Louisiana. On August 20.1912, Mr. James A. Cox of Centerville, Miss., writes that in 1912 to date he had gathered 1029 crates of tomatoes and sold them for $927.33. And in this figure he did not take into account the culls which were sold separately* IT’S THE LAND OF PROMISE and com, cotton, alfalfa, oats, fruits, vegetables, hogs and cattle. Better investigate. , Write for illustrated booklets and full information Co J.G CLAIR, immigration Comm., Room K6OO Cent Sta.,l.C.R.R.,Chicago

r 7o YEARS OF PUBLIC APPROVAL TOR CONSTIPATION and all fbrmt of DIGESTIVE DISORDERS r You can loam athome In 12 lossona 'l I factual service -and the cost is small I YOU CAN BE A DETECTIVE WRITE TODAY EOR PARTICULAR* I f!Bj3DE3£SUOGGEES3Bi Bmt Ooofh Syrwp TMkOmC Pm Q htlm Soli ky DnxrfcO. ■ ■nimrifri t i itthi

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