The Syracuse Journal, Volume 6, Number 19, Syracuse, Kosciusko County, 4 September 1913 — Page 3

Write to Smith When your shoes wear out what do you do — kick and go barefooted? No, you get new ones. If your land’s played out, growling about it won’t help. Look around and see where you can do better. Maybe you’re just in a rut and don’t know it Some of the best land in this universe is along the lines of the Union Pacific STANDARD ROAD OF THE WEST Idaho, Washington, Oregon, California, Colorado, Utah and Nevada. A good deal has been settled and there’s a good deal to be settled yet. If you will write to R. A. Smith, Colonization Agent, Union Pacific, Omaha, Nebraska, and tell him what you want, whether you want one acre, five, ten or a thousand acres, he will tell you what the soil will produce — what it won’t produce —where the best apple country is—where the best truck farming country is, etc. and the price. The interest this great system has in this country is to settle it with people who will be a credit to the country and to see that those people have a full and complete knowledge of conditions before they That s why it appointed Smith. After you have found cut all you want to know, go out there and see it. The Union Pacific has made Reduced Fares for Colonists effective September 25th to October 10th. For the fare from your home town and for specific information, write to Smith.

The Wretchedness of Constipation Can quickly be overcome by CARTER’S LITTLE LIVER PILLS. Purely vegetable —act surely and ZffiiiaPa P A DTrTj'c gently on the bbbitti r Fiver. Cure ■> Biliousness, BLY..Head- fl PIL^ S - ache, ™ Dizziness, and Indigestion. They do their duty, SMALL PILL, SMALL DOSE, SMALL PRICE. Genuine must bear Signature CThe U. S. Government buys Ithaca Cun# for Navy Officers—Un cl® Sam always buys the best. CLock# simple, hammer one piece, coil inam soring guaranteed forever. C. Cornell University timed our lock. <£ Hammer fails in in of • second—will increase your score, C Beautiful catalogue FREE —describes 18 grades — $17.75 up. Five bores —2B, 20, 16, 12 and 10. CL Send us this adv. with 15c. and get beautihd hangerregular price 25c. | HHBCB St'* CO. BOX 70 ITHICB. It. T. TYPEWRITERS *ll makes. Rebuilt Remingtons and Smith Premiers, 117.60; Olivers,Underwoods, L o.Bmlths,Monarchs, 135.00. Dealers wanted. Write for catalog. INDIANA TlfßWKim & SUPPLY CO. 18H N. Meridian Street, Indianapolis, Ind. FLORIDA FARMS Jacksonville. Very productlye. 1400, flO cash, 110 monthly. No Interest or taxes. jMkwariU*lie«ktalaprar£mtCa > 4Mk*Mrtllv,rU. <26 TO 830 PER WEEK easily made aelllng our ladle. aanltary goafca. M. C. SANITARY CO.. 8120 Summit. Kanaaa City. MlmoutL W. N. U„ FORT WAYNE, NO. 85-1913.

Advertising Talks

WHAT TO PUT IN YOUR ADVERTISING Tell Points of Special Advantage About Articles You Have to Sell. There is nothing so very mysterious about advertising. It is nothing more or less than sound business in the sales sense written concisely and clearly. Advertising is written salesmanship, and salesmanship should be the basis of every advertisement. The retailer with little advertising experience often .is at a loss as to what to put in his advertisement. Not only thought, but how to put it so that it will produce the greatest effect upon his customers and prospective customers. Newspaper advertising to the retailer in the smaller cities and towns can assume an almost personal aspect. He is generally personally known to a large portion of people within his home town. His advertising should be a reflection of his personal dealings with these people. Naturalness is the thing to strive for in advertising writing. Exaggeration of quality in the goods advertised is often nothing more or less than a peculiar form of self-deception. To the customer who has almost daily dealings with you, he exaggerated form of advertising makes but little appeal. Truthful advertising of your store and of the products you handle can be made a solid basis for your future business growth. Newspaper advertising carries with it a distinct advantage. Every advertiser who uses a daily or weekly paper asks the public to buy of him The public is involuntarily persuaded to buy at the store whose advertising is the best and who can back up that advertising with a stock of goods of the right quality. The thought that is put into an advertisement is of as much importance as the inducement to buy. In the writing of advertising the retailer must forget his competitor for the timF being. Don’t even hint of his existence or say that your goods are the best unless you are satisfied that they really are. Hundreds of dealers daily use the statement that their goods are sf vastly superior quality. Other competitors handling articles of similar quality slip in under the advertising with a slight price reduction. Special quality has come to be known as the synonym for higher prices, although it is not necessarily. When you make any statement about any article be sure that you can prove it on the goods themselves. Do not make your advertising a vehicle for carrying your sense of humor. Grotesque cuts and the use of eight or nine different kinds of type destroy the good effects of the advertisement. Do not buy valuable newspaper space to follow it up with a few obvious phrases which are not descriptive of the articles you wish to sell. No matter how inexpensive the space in your newspaper, it should be made to say something and to say it well. Here is a simple formula for writing a good advertisement for the man who lacks tebhnical knowledge of it. Study the articles you have to sell thoroughly. Pick out their points of special advantage. If the price is a special inducement, play it up strong. Do not try to say too much. Pick out a few strong points and play them up logically. Every sentence should add something to the advertisement. The last one should lead up to a climax. Select the strongest feature of the advertisement for a head line. Make that head line short and a complete statement.

4- 5 Advertising pays the man who 4> T uses it and the man who reads + it. 5 t T

Late Summer Advertising. Clearance sales of dry goods, clothing and other necessities are a regular feature of trade. Most merchants prefer tec, make heavy sacrifices rather than carry goods over a year. At this time the advertising columns of newspapers are a trade report of the exceptional conditions that make these clearance sales necessary. By careful study of the advertising columns you can always find how to make a big dent in the cost of living. The majority of people understand this well enough. Before reading what congress is doing to the tariff, they turn to see what their favorite merchant is doing to his stock. No matter how fine type he puts hip appeal into, it affects their so intimately that his message receives careful thought. If a merchant fails to give the public any news from his store at these times, it is regarded as a ease of "Nothing doing." It gives the impression that he is carrying stock over another season. Compliment for Him. “Your husband looks so much more intellectual since he has got to wearing glasses than he did before.” “Do you think so?" “Yes. Hardly anybody is wondering any more, why you married him.” Professional Instinct. “I hear the star minstrel has discovered a family skeleton in his closet.” “Then the next thing you know hell be having It in his show, rattling its bones.**

AD MUST ATTRACT ATTENTION Care Should Be Exercised In Preparing Copy If Good Results Are Desired. Writing an ad is regarded by many business men as a dread task, and as such the task is deferred to the last moment, is given little serious thought and is finally disposed of as quickly as possible. However, this is not ad writing—it is only space filling, and is practiced only by the smaller advertisers using space that doesn't cost enough to be thoroughly appreciated. Advertisers using space in some of the Chicago Sunday papers at S7OO per page are about the preparation of ad copy. Sometimes advertisers make a noise like a whole brass band in their advertising, while' at the store the big event corresponds more to the noise of a tin whistle. That kind of advertising does more harm than none at all. The big noise in the advertising is all right if carried out in the store. On the other hand, some expect *o pull off a big sale on the strength of a 2 by 4 ad. Such sales usually fall flat and too often the disappointed merchant is ready to say advertising does not pay. If a special sale isn’t worth advertising properly it isn’t worth attempting and that is the impression the public will gain through a lax and uninteresting stereotyped way of merely announcing, “A Big Sale Now on at Smith & Co.’s. Wonderful Reductions. Everything a Bargain. Come Early and Avoid the Rush,” etc., etc The same old thing that others have been copying for 20 years. There are so many ads that possess no originality, nothing of interest, nc educational value. Because the ad vertiser knows all about his goods is no reason to think the people do Something instructive is both interest ing and appreciated, and here is where absolute truthfulness wins. Sensationalism in advertising is a thing of the past. Bizarre and freak ish headlines have gone the route oi all other foolish things. They are ob solete, strictly out of date, in modern advertising. Fine writing in advertising is not nearly so effective as cold facts in plain and simple language. The public is more interested in the proposition that is offered than in the firm that is offering it, hence the headline announcing the proposition takes procedure over the name ot the firm and should occupy the first and most prominent position in an ad If the reader is interested in the thing proclaimed by a good headline that catches his eye, he will look for the name of the firm. If his eye is caught by the name of the firm at the top ot an ad boldly displayed, he is not so likely to look then to see what Smith & Co. have to say, unless he has an unusual amount of curiosity or is particularly interested in the doings and sayings of Smith & Co. An ad without a head in either words or picture is like a side show without a barker—there is nothing to draw the crowds, to arrest the attention and tell the people what is on the inside. The first mission of advertising is to be seen. Some ads stand out and demand attention, but many are so common, so like all others, that they fail absolutely to attract any attention. A few well chosen words descriptive of something is worth a whole catalogue of generalities. There would be no objection to crowding an ad if the average reader Could be induced to digest it, but as a rule he will not even taste it to discover its flavor. —— Bills Against Fake Advertising. California —Morgenstern bill, making false or misleading statements in advertisements a misdemeanor; referred. Colorado —Morris bill, to prohibit false and misleading advertisements; referred. lowa—lowa State Merchants’ bill, to prevent misrepresentation in advertising; urged for passage. Massachusetts —One of the first states to enact honest advertising law and provide fine from ten to five hundred dollars for violation. Minnesota—Nolan bill, to prevent fraudulent advertisements; passed by the house. Missouri —The Houx bill, known as the “Honest Advertising Bill,” urged for passage by Retail Merchants’ association. - ' , Ohio —Vonderheide bill against fraud in advertising; referred. Pennsylvania—Bigger bill, prohibiting false and misleading statements in advertising; favorably reported by Judiciary committee. Washington—The Seattle and Spokane Ad Clubs’ bill against fake advertising, conveying rider to the effect that newspapers are not held liable under this law; passed by both houses, awaiting signature of Governor Lister. Michigan—House Bill No. 67, to regulate false, fraudulent and misleading advertising in newspapers. Referred to Committee on State Affairs. Hard to Find. In spite of the fact that the hardships of travel are now much lessened, the story in the New York Tribune of the traveler who bought a ham sandwich in a railway station has not lost all of its point. “There isn’t any ham in that sandwich!” growled the, traveler, as he munched his purchase. “Oh, you haven’t come to the ham yet," the attendant answered easily. The man ate on a while longer. Then he growled again: “There isn’t any ham yet!” “Oh,” said the attendant, “youve hit over it now.” Coaxing the Children. A mother who wished her children to drink a glass of water each morning on rising, found it somewhat Jiard to interest them in the daily health drink. As an inducement she gave them a bundle of confectioners’ straws and now they enjoy their morning drink immensely. The Devil’s Weapons. A good many people who start oat to fight the devil with his own weapons wind up by tickling the devil with his own tickler*.

THE 14 Lzui . x Ls... ~ ~~~ WILLIAM A. RADFORD, EPHOR| ■■ ■■■■■ ■ ■ - ■ ■■ 1 —"" —

Mr. William A. Radford will answer questions and give advice FREE OF COST on all subjects pertaining to the subject of building, for the readers of this paper. On account of his wide experience as Editor. Author and Manufacturer, he is, without doubt, the highest authority on all these subjects. Address all inquiries to William A. Radford. No. 178 West Jackson boulevard. Chicago. 111., and only enclose two-cent ’stamp for reply. The majority of people have to figure pretty closely in approaching the building problem. At least, it is well for them to do so, even those who have an abundance of the “wherewithal.” This is a cottage house plan, 32 feet 8 inches wide by 42 feet 8 Inches long, exclusive of the porch. Ten feet of the length, however, is accounted for by the kitchen extension, so that the main part of the house is not very large. It is intended to be a cheap affair. The word “cheap” in this instance is used in its better sense, meaning good value for what it costs. The word “cheap” has been shamefully abused. Such slang phrases as "cheap skate,” “cheap John,” etc., has given a snide value to a good, old-fashioned English word which originally meant, “bargain.” As this little house can be built under' favorable circumstances for about SI,OOO, the word “bargain” should apply without any qualifications. The value of a house is not always in its size. It is more in after comfort and continuous convenience. There are many small families living in crowded quarters who would have much better acommodations than tfiey are accustomed to, if they lived in a

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little house like this, erected in the outskirts of town, where fresh air and sunshine may be had in quantities sufficient to promote health and good looks. The arrangement of the rooms Is very simple; and while the finish is good and neat, there is nothing expensive about the house. The plan calls for a good cellar with a concrete wall, or with stone wall properly laid and coated on the outside with a halfInch layer of Portland cement mortar to Insure a dry cellar. There is room in every town and city for hundreds of such houses. Transportation is so easy, quick and convenient on acocunt of the new electric trolley lines, that there is no longer any excuse for people huddling together in small, badly lighted, unventilated apartments, except in very large cities. The large veranda across the front gives the house a good appearance. H ffl TTTTI | y-kgX/o-v u | | I A™" RM j] | *Af | 4*&to*W* I | y-T 1 - c Floor Plan. It takes away the plainness, and, In fact, is the main difference In outward appearance between this little modern cottage and the old-fashioned one-story house that everybody avoided if possible. But there are other and more important improvements in the new construetion. Modern methods of using building paper, cement, better mortar, and better plaster, are working wonders in the comfort of such little houses. It is jufet as cheap to use these materials as to build a house in the old-fashioned way. In fact, in some instances, a saving of money and labor may be effected while improving the building. The specifications provide for good mortar that is to be gaged with cement when used below grade line, and beam filling between and alongside of all joists on top of the wall by fitting brick closely underneath the floor. It is also provided that the cellar bottom shall be leveled off and paved with brick, or it may be laid down in the more modern concrete if the foundation bed is properly prepared. There are a slop sink and catch basin provided, the same as for larger and more expensive Muses.

Another feature never seen in cheap houses until lately is the cement wainscoting in the kitchen. The use of cement for this purpose has many advantages. It is dry and ratproof, and it has a good, smooth, hard surface that may be stained or painted any desired color. BEST OF ALL INVESTMENTS Writer Is of Opinion That One Can Not Do Better Than Put Money Into a Boy. A professor of the Chicago university has been indulging in figures relating to the cost of rearing a boy. He says that no matter how poor a boy's parents may be it cost $4,000 to bring him from babyhood to the age of eighteen. This is the minimum for any boy. And you can spend as much more than this as you please. The professor, perhaps unconsciously, conveys the impression that even if you spend as little as $4,000 you .may not get your money’s worth. But in our humble opinion, if it should happen to cost $ 1,000,000 to rear a boy it is well worth it. Not that we would encourage the expenditure of a million dollars on any boy. But is there any other investment which pays such big returns? It is true, of course, that you are always taking a gambling chance with any bo>. He may go wrong In spite of everything you can do, and yet, looking at ttie matter ip its very worst aspects, there is so much that you gain in large, human experience, in varieties of emotions, in expansion

and contraction of the soul, the mind and the heart in rearing a boy, that it pays under any conditions. When you put thought and affection and interest and encouragement, and as much chastisement as may be necessary, and hope and faith and charity »lnto a boy, it is better than planting a garden, better than speculating in Wall street, better than falling in lovb with a woman, better than anything else in the world that we know anything about. A boy is a much more human document than any other kind of a human being. There is more genuine response in a small boy than there is in a Wagner orchestra or a medium-sized ocean. There is everything in a small boy that there ought to be, and a great deal more. Besides, a small boy can cause more trouble to the square inch than anything else on earth. And this is the reason, professor, ■why it pays to raise one. no matter how much he costs. —Life. It Excited Her Appetite. The banality of a sea poem by Alfred Noyes led a Philadelphia sonneteer at the Franklin inn to say: “This poem of. the sea reminds me of a young woman from Illinois who saw the Atlantic for the first time last week at Cape May. “As she stood on the windy beach, gazing dreamily out over the vast blue expanse of tumbling water, I said tc her: “ ‘So this is the first time you’va ever seen the sea, eh?’ “ ‘Yes, the very first time,’ she answered. “ ‘And what do you think of it?’ 1 asked. “ ‘Ah,’ she said, wltjh an ecstatic smile, ‘it smells just like oysters!”* Thought He Wab “Fresh.” For the first time in her life she stood at the railway station about to make a trip. She was much agitated. Gazing about, her eyes fell on the train announcer as “the friend iq need.” “Young man,” she spoke, “can yoq tell me where to get my ticket?” “Right there at the ticket window,” he replied, jerking his thumb, “through the pigeonhole.” She regarded the hole and the train announcer. Her face grew crimson at the fancied insult. “You be off!” she yelled, as she recovered her breath. “How on earth am I to get through that hole? I ain’l no pigeon.” Overcame Handicap of Blunders. The Rev. Frederick S. Atwood, grand chancellor of the Knights of Pythias of Minnesota, is blind, hav* ing lost his sight several years ago Despite this handicap, he has continued in active work for the ordei and is now serving his second term as grand chancellor. He travels ex tensively and generally alone. To en able him to attend to his volumlnoui correspondence he uses a special make of typewriter.

Mean Slap. “What’s the matter?” “What’s the matter? Wombat says I’m the worst liar in town.” “Don’t be discouraged. You may be the worst now, but anybody who keeps at it as persistently as you do is apt to become a pretty good liar in time.” FACE BROKE OUT IN PIMPLES Falls City, Neb.—“My trouble began when I was about sixteen. My. face broke out in little pimples at first. They were red and sore and then became like little boils. 1 picked at my face continually and it made my face red and sore looking and then I would wake up at night'and scratch it It was a source of continual annoyance to me, as my face was always red and splotched and burned all the .time. “I tried , and others, but I could find nothing to cure it. I had been troubled about tw’o years before I found Cuticura Soap and Ointment. I sent for a sample of Cuticura Soap and Ointment and tried them and I then bought some. 1 washed my face good '‘tflth the Cuticura Soap and hot water at night and then applied the Cuticura Ointment. In the morning I washed it off with the Cuticura Soap and hot water. In two days I noticed a decided improvement, while in three weeks the cure was complete." (Signed) Judd Knowles, Jan. 10, 1913. Cuticura Soap and Ointment sold throughout the world. Sample of each free,with 32-p. Skin Book. Address postcard “Cuticura, Dept. L, Boston.” —Adv. Home Campaign. “Is your daughter going away this summer?” “No; she has starteej/a flirtation with the iceman, and we think her chances for getting engaged to him are very good.”

rr $ 0031$ 50 ALCOHOL —3 PER CENT AXegetable Preparation for similatingiheFoodandßegulaB ting the 5 tomachs and Bowels of O fTIIJITTJUiJ J1... m j Cid Promotes Digestion,Cheerfulnessandßesl.Contains neither i *l> Opium .Morphine nor Mineral 51 Not Narcotic & efOld DrSAMV£imVffSn h* <£•«</ - MxSema - l , AtM/e Wtl - J" * Ju Appenriiti - > So.d - A perfect Remedy for Conslipalion. Sour Stomach,Diarrhoea, Worms,Convulsions.Feverishji'A ness and LOSS OF SLEEP Fat Simile Signature of The Centaur Company, ;’K NEW YORK. (iuaranteed under the Foodarj) Exact Copy of Wrapper.

Always Loaded. Apropos of a septuagenarian millionaire who had married, at Atlantic City, a buxom manicurist, a widow with fonr children, Henry Lowe Dickinson, the noted divorce lawyer of Reno, said: “I thought the old boy was only flirting with her. 1 guess he thought so, too.” Then, with a smile, Mr. Dickinson added: “Lots of people play with love as If it wasn’t loaded!” A sin has many tools, but a lie is the handle which fits them all. — Holmes.

Catarrhal Fever 8 to 6 doses often core. One 50-eeut bottle SPOHN'S guaranteed to cure a case. Safe for anv mare, horse or colt. Dozen bottles 85. Gel it of druggists, harness dealers or direct trees manufacturers, express paid. . . SPOHN’S U the best preventive of aU forms of distemper. SPOHN MEDICAL CO., Chemists anil Bacteriologists, Goshen, Ind.. U. 8. A.

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Keeps Him Guessing. ‘T suppose your wife means everything to you?” “No. Half the time I can’t imagluj what she means.” The artist’s vocation is to send light into the depths of the human heart. —Schumann.

WINCHESTER

■ ■' M 1 Uj in r i W > FE 1 1

“Leader” and “Repeater” SMOKELESS POWDER SHELLS Carefully inspected shells, the best combinations of powder, shot and wadding-, loaded by machines which give invariable results are responsible for the superiority of Winchester “Leader” and “Repeater” Factory Loaded Smokeless Powder Shells. There is no guesswork in loading them. Reliability, velocity, pattern and penetration are determined by scientific apparatus and practical experiments. Do you shoot them? If not, better try the W brand. They are the FIRST CHOICE OF THE BEST SHOTS.

11/TC C TIM At the State Fairs an ex hi bl'. f the farm products of ths WW .■ II cheap land districts of ipper Wisconsin may be seen ai ” • lUAi v Indiana State Fair, -ptember 8-18, and Michigan State Fair, September IMO. Be sure > see it. In meantime you might write for literature ta WISCONSIN ADVANCEMENT ASSOCIATION, 31 .-swell Block. MILWAUKEE. WiX Upper Wf -jig look World’. Alfalfa prise 1911

Evidently Knew tne Kina. Mrs. M. left the house for a few moments one morning, telling little Hazel to answer the door bell if necessary. Presently there was a ring. The lady caller, learning that Mrs. M. was not at home, opened her cardcase, and in doing so a bit of tissue paper fluttered to the steps. Picking it up, Hazel remarked: “Mith, you dropped one of your thigarette papeth.”—The Delineator

I Opening | | Fort Petjtl | Indian ‘| | Reservation. |

Uncle Sam’s last big land opening—l,34s,ooo acresof rich prairie land thrown open to white settlers. 8.406 homesteads of 160 acres each are waiting. Located in Northeastern Montana, ju»t north of the Missouri River, on the main line of the Great Northern Railway. Rish, Sandy, loam soil capable of raising 20 to 30 bushels of wheat uudMO to 60 bushels of oats per acre. Register at Glasgow, Havre or Great Falls, Montana Daily Sept, 20 inclusive Drawing at Glaegow, Sept. 23 This land has been appraised at $2.50 to $7.00 per acre. Can be taken up under United States Homestead laws. Illustrated map-folder and/all infornaf I\LL ation about this big land opening* will be sent free if you write at once. Send a postal or letter to

IpBESESESra lei

E.C. LEEDY. General Immigration Agent Dept. 0000 Great Northern Ry. ST. PAUL. MINN.

CASTORU For Infants and Children, The Kind You Have Always Bought Bears the X/A. Signature /Am of /vAy LJv 1° HnK se v For Over ThirtfYears CASTORIA TM» ONNTAUR COMPANY, NSW YORK CITY.

Girls’ School in Spain. i Mrs. Laura Richards, daughter ot Julia Ward Howe, has been made a member of the Maine committee for the support of the International Institute for Girls in Spain. Mrs. Richards was one of the earliest indorsers of the institute. Miss Susan D. Huntington. who has been for the last three years director at the institute, is viaiting in Bostojn. At the beginning of 1913 there were approximately 12,433,001) telephone! and 29,566,000 miles of telephone wire in use in the world. If you would save money, never bet on a sure thing.

PARKER’S HAIR BALSAM toilet preparation of merit. B el l >Btoerat,i eatodandrutr. Color and bwH Beauty to Gray or Faded Hair. 60c. and 81.00 at Druggists. WATER wind. Booklet free JOHN L. THOMPSON SONS4bCO.,Troy,N.Y.