The Syracuse Journal, Volume 6, Number 22, Syracuse, Kosciusko County, 25 September 1913 — Page 7

‘ Advertising ? Talks □ li ADVERTISING FOR RETAIL MERCHANT Activity in Local Organizations Best Kind of Stimulant for Business. There are some very pertinent questions which every merchant will ; do well to ask himself, and to give the most careful consideration. i They concern the upbuilding of, business in almost every locality, and are worthy of your time and study. Have you any interest in issues like these: What percentage of your business comes from the community surround-j ing the location of your store, and | just how desirable is this trade? In comparison to this have you I ever estimated what the purchasingi power of the 1 people you can reach really amounts to? It would not be a mere waste of figures to get at these facts, but they would reveal a condition to you which the retaiier who goes ahead must face. In the future he will find it necessary to see how much business there is to be obtained in his line in his locality, and then adopt means to get his of that business. It is being done in some places and perhaps the method used will interest you. This illustrates only one phase of a i very complexed situation, yet there i may be something in it that will j lead to an awakening to the real ne-I cessity of the present day. In a certain Illinois county, the county officials, the Bankers’ association, the farmers and some publicspirited citizens got together and hired a soil doctor at a good salary to aid the farmers in selecting the best seed for the soil, teach them crop rotation, the best crops to raise, and in fact show them how they could greatly increase fheir profits. They secured a man who was an authority in this line and the results of his diagnoses made his work very popular. The movement is so satisfactory that It has >een practically made a permanent thing, and other counties are rapidly adopting the plan. This bankers’ association is also the main instigator of the good road movement and through their efforts many miles of roads have been greatly improved. You may ask where does the bank J come out on .this and how does It affect the hardware dealer. A very noticeable increase in crops ■ has likewise increased the’ farmer’s income. This means increased bank ' deposits and the purchase of more , of the things desired by those who | live on the farms. The men who lead : in the movement to bring this about ■ have earned the gratitude of those j benefited and it is only natural that ' they will transact their business , whenever possible with the bankers, ' automobile, Implement or hardware dealers who have helped them. You may think such a movement in your community would not benefit you, but the spirit which inspires a man to give his time and effort to changing conditions which seemingly do not directly affect him, is one worthy of fostering and in the expe- : rience of those who tried it has j brought results in a business way. It Is the best kind of advertising, and we are all believers in advertising whether we admit it dr not. Activity in local organizations like commercial clubs, and merchant associations, is the best kind of stimulant for a retail merchant, and it makes him see conditions in a different light than he does if he is not interested in the larger development of his community. It will pay every merchant to get at the real conditions locally and in this way learn just what is necessary for the upbuilding of his business on the most permanent basis. "Jones —He Pays the Freight.” “It pays to advertise.” The name of Gen. Edward F. Jones, the Buffalo manufacturer, became a household word through “his persistent advertisement of the fact that “Jones —he pays the freight’”' Before he engaged in this advertising campaign he had rendered distinguished service as an officer in the Union army during the war between the states, in the Massachusetts legislature and as lieutenant governor of New York. Nevertheless his name was not widely known until he advertised it and his business. He died a few years ago at the age of ninety-three years after a life of worthy achievement. Banks Going After Business. It is a pleasure to note that fewer banks are satisfied with the business that happens to come their way. More are beginning to make active efforts to get existent business and to create new business through systematic, live, human interest advertising in newspapers. Should Pay for Itself. It is poor advertising that will not bring in enough trade to pay for itself. Os course, the business that would come without advertising is not to be taken into the account Really Mortifying. “What was the most mortifying thing that ever happened to you?” “Having my brother come to wait on us In. a New Hampshire hotel when my husband and I were on our honeymoon.” —Chicago RecArd-Herald.

True Aim of Advertising Many advertiser* ar* making a half-way success of their advertising problems. Ar* they not invariably the > ones who are advertising to get business, rather than to build business? They get the business—but at too great a cost. The methods employed—and not advertising itself—ar* to blame. Their half-success is due to the fact that they haven’t developed a thorough understanding of advertising. They do not recognize the higher, truer ultility of advertising in its function as a business builder. If you should step out, for the first time, on a baseball diamond and endeavor to hit a home run, you might accidentally excel the men-ln-training upon your first attempt. Your luck might enable you to do as well or better than the men who were practicing to do the thing scientifically. But as the days went by you might return to the diamond and again strike the ball without even hitting it. Meanwhile the men whom you at first surpassed would have acquired “form,” and would double and treble your record. So, too, with the merchant who is advertising simply to get business. The advertiser who has developed “form”—who has gone at the thing scientifically—who has advertised to build business on a broad basis instead of merely getting business for a day—forges nearer and nearer to the front. The true aim of advertising is to attract permanent buyers—repeaters—to the store of the advertisers. In advertising, as jn any other form of salesmanship, it is vitally important that your efforts be directed toward a certain class—folks most likely to be interested in your product. It is more profitable to reach ten such persons than a thousand who are not. Success in advertising does not depend upon the mere number of people you reach. That idea, in fact, if carried to the extreme, will result In the undoing of any advertiser. But success in advertising does depend first, upon your ability to find a field for your product; and next, upon your ability to cultivate that field into its greatest productiveness. Competition tends more and more each day toward definite, focused, specialized effort. A small farm that has been brought to a high state of cultivation will grow more marketable produce —energy and cost considered —than a larger one under haphazard working. A pound of effort rightly directed In advertising accom- • plishes more than a ton of pressure distributed over too large a surface.

IF ADVERTISING STOPPED What Discontinuance of One of the Greatest Agencies of Civilization Would Mean. Can you imagine what existence would be like if all advertising were eliminated? asks a writer in the Woman’s Home Companion, and then goes on to say: It would mean more than the absense of advertising in the pages of the periodicals and newspapers. It would mean that the grocer would not have his name or business over his door or on his window. The druggist would not display the globes of colored water. The minister would not announce the topic of his next sermon from the pulpit. There wouldn’t be signboards at the country crossroads. nor on the street corners in the cities. If you wanted to go to a store, particularly the best store, no one could direct you, for that is advertising by word of mouth. Frankly, you would find it practically impossible to live without advertising, although you might manage to exist after a fashion. The great agents of civilization are those which save time and Increase the comfort and convenience of the people. These are the things that make the railroads and the many applications for electricity—the telegraph, the telephone, light and power —so enormously valuable. There is no way of estimating its capacity for saving time, for increasing comfort. Logic Must Be Animated. Convincing argument, cold logic, common sense boiled to the bone won’t do in advertising—-however perfectly they may be executed. It takes more than these to start a dollar moving. Fire an argument with suggestion, make the logic excite the imagination, clothe the common sense with sentiment —then see what happens. It is an error to estimate man as a being who always thinks out his acts and d-es what is logical. Man, on the avrage, is a creature of suggestion. He is § slave to his wants —often at the expense of his needs. Create a want—the needs will take care of themselves. Use logic, but animate it with suggestion. Comforting Guide. Two cyclists were pushing i a machines up the side of the pass tfe other day when they a native. “Shall we be able to ride down the other side?" they asked him. "There’s been more killed on this!** was the gruff answer. Names Originally Had Meaning. The surname Heart is really a corruption of Hard, which was a name given to show that the owner was a man of firm character and resolute bearing ’

"AMIRKAN nW L 1 I ■I || SB

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 ©n 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. When pinned right down to action, no building owner wants a cheap job on his house. If cheap work is accepted by the owner, it is usually because he is incompetent to judge. Inferior ’workmanship and materials a little under the beet grades look all right to him, and a poorly built job goes through; but inferiority is bound U> show up later on. Most architects are loyally and energetically trying to get good work on every building they design, whether a $3,000 house or a $3,000,000 office building. Most contractors take pride in building up a reputation for honesty and integrity, since their earnest, conscientious methods of doing business are ae much in the interests of architecture as in their own. There is no excuse for cheap work. Every inferior job is occupying space which would be better utilized by a building of enduring construction. It endangers surrounding buildings, depreciates the entire architectural profession and contracting trade by conveying false ideas of cost to building owners, and hurts reputations of architects, builders and owners. Even in real estate work, houses built to sell bring no profit in the long run to owners through whose hands they pass, unless they are honestly built. On the other hand, most reputable real estate operators have proved time and time again that wellbuilt, attractively designed houses yield larger profit although the first cost may be much greater than for houses fiimsily built. When it comes to frame houses, the best is none too good, as a frame structure is under greater stress of wear and tear than any other by reason of the perishable quality of the material. They should, therefore, be built substantially of the best structural materials obtainable. It is also important for houses to be finished well inside, if they are to prove a desirable investment. For instance, hardwood doors and frim cost very little more than soft wood, yet increase the value of the property many times. Also, the important rooms of the house need some central architectural feature to catch the eye at the first glance—the keynote, as it were, to the room. From the earliest days of building, the fireplace with its accompanying

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mangel shelf has served as that feature iin every country whose climate has made artificial warmth a necessary thing in winter. Even though we have provided for the actual warming of the house by means of hot-air furnace or steam heater, there is a sentiment that makes the open fireplace the center of the home circle. There is a sense of warmth in the sight of the fire that does not belong to the steam radiator or the grated hole in the wall or floor through which a stream of over-heated air is pouring. The fireplace must be planned for in building the house, or it must be done without. It is almost impossible, at least it is very expensive, to put one in as an after thought after the building is otherwise completed. The selection of the mantel is something deserving careful consideration. Wood mantels will naturally be chosen for the dwelling house of average cost, because the trim of the windows and doors is made of wood, and the mantel made of the same material and finished in the same color will harmonize with the general decorative scheme of the room far better than one made of any other material. Most architects want mantels made from their own special designs and expressing their own individuality; but this will cost more than a mantel selected from the catalogue of some manufacturer who makes a specialty of mantels and who effects a considerable saving on the cost of the individu al mantel by making up each pattern in considerable quantities. Were it possible nowadays to obtain only those clumsy and ugly patterns which were found in the best catalogues a dozen years or so ago, there might be some necessity for having specially designed mantels in your house; but the same evidence of the progress of good faith ie to be found in the present-day factory mantels that will be found in up-to-date furniture. Nobody thinks nowadays of going to a cabinet maker and having him make our table*, chairs, bedsteads or chiffoniers to order. Instead. we visit the furniture store, where we find in stock, or will be

shown photographs of them in the catalogues, artistic and well-made furniture of every period style, as well as in the modern so-called “new art" or “craftsman” types. In the same manner we can select our mantels, having a wide range of choice so that every individual taste can be satisfied. Besides the usual hardwood mantels, I have found that the dealers have many beautiful colonial mantels, some of them being faithj ful copies of old examples, while otH ers have been designed in the spirit of the old work. There are also to be had faithful copies of the French period styles, which would find fitting place in the parlor that is decorated in the popular Louis fifteenth or sixteenth styles. Design No. shown herewith, has been selected as a worthy example of some of these points already brought out. Although of comparatively small size, the plans and specifications for this design call for an exceptionally well built structure. The design provides for a compact residence, and permits of or elaborately ornate to become dilapidated or to get out of style. The interior of the house is arranged most extensively, with a good sized reception hall, large connecting living room and dining room, besides the kitchen and pantry on the first floor. The central decorative feature of the interior is a large open fireplace with beautiful mantel, in the living room. A sideboard or buffet could also very easily be built Into the space left for it along the inner wall of the dining room. Altogether, the effect of the downstairs is light and cheerful and exceedingly homelike. On the second floor are two large bedrooms with clothes closets. The bathroom is also on this floor, being directly over the kitchen. The house has been built complete for $2,500, using thorough construction and good grade of building materials. The total size is 31 feet wide by 35 feet long. IN PLACE OF AUTOGRAPHS English “Society” People Have Taken to Collecting Thumb Prints of Their Acquaintance*. The latest craze English society has taken up is getting the thumb marks of their acquaintances in little books specially prepared for the purpose, says a writer In the Gentlewoman. Dining at the Savoy the other night one of these little volumes was handed to each of our party. We pressed i our thumbs down in the portion of the

book tilled with some moist prepara tion. and then impressed this mark in a section of the page before us, afterward adding our signatures. We laughed and wondered if the de Stective force would ever find itself benefited by any of our thumb marks. Who knows? The most unlikely persons have become criminals. We speculated as to what form crime would assume in ours. Murder, we all agreed, was quite out of the question; forgery was quite impossible; theft (of photographs, umbrellas, etc.) quite ordinary, and libel not Impossible. The waiters were evidently accustomed to the game, for they brought us slices of lemon to take away the stains from thumbs. Valuable Suggestion. Antoinette being naturally some what satirical. I have become used to hearing her describe the family as a small body of humanity entirely surrounded by books; but this morning, when she observed at the breakfast table that, “There are books everywhere in this house except the bathroom and the fire escape,” I felt obliged to reply with a certain show of firmness: “My dear, your statement is incorrect.” “Indeed ?” —with an indescribably ironic rising inflection, of which only the feminine voice is capable. “And may I ask why?” “Because, my dear, the Are escape is not in the house. It is something quite exterior. However, I went on hurriedly, seeing my chance and bold ly resolving to seize it, “I have been thinking of the flre-eecape for some time. It has occurred to me that it could be Inclosed at a trifling expense and would In that form afford a good deal of wall space and shelf room which I could utilize to advantage, at the same time, leaving ample room for egress in case of need.—John I* Hervey, in the Atlantic. China Imports great quantities of old horseshoes, chiefly from Belgium to be made into knife blades.

Pifysicians Recommend Castoria CASTOKTA has met with pronounced favor on the part of physicians, pharmaceutical societies and medical authorities. It is used by physicians with results most gratifying. The extended use of Castoria is unquestionably tho result of three facts: The indisputable evidence that it is harmless: Second— That it not only allays stomach pains and quiets the nerves, but assimilates the food: Third— lt is an agreeable and perfect substitute for Castor Oil.' It is absolutely safe. It does not contain any Opium, Morphine, or other narcotio and does not stupefy. It is unlike Soothing Syrups, Bateman’s Drops, Godfrey’s Cordial, etc. This is a good deal for a Medical Journal to say. Our duty, however, is to expose danger and record the means of advancing health. The day for poisoning innocent children through*greed or ignorance ought to end. To our knowledge, Castoria is a remedy which produces composure and health, by regulating the system—not by stupefying it—and our readers are entitled to the information.-— -gaZTs Journal of Health, Letters from Prominent Physicians l|| —Zj addressed to Chas. H. Fletcher. I Dr. B. Halstead Scott, of Chicago, Ills., says: "I have prescribed your | Castoria often for infanta during my practice, and find it very satisfactory." ? |IL ' Dr. William Belmont, of Cleveland, Ohio, says: "Your Castoria stands UM | i first in its class. In my thirty years of practice I can say I never have found anything that so filled the place.” Dr. J - Taft - of Brooklyn, N. Y., says: "I have used your Castoria and Bai'S* iBjBB WF; ■ ; Nr UWE found it an excellent remedy in ray household and private practice for BjgWl ii many years. The formula is excellent.” . ~alcohol 3 FEB cent" Dr - R ’ J * Hamlen » of Detroit > Mich., says: “I prescribe your Castor!* Bffiffii'Kr’ AXWetablePrenarsiinnGwie extensively, as I have never found anything to equal it for children’s G Siifiilaiinb the Food and ReMa troubles. lam aware that there are imitations in the field, but I always list I ting die Stomadisandßowlsof see that my patients get Fletcher’s.” ffiDr. Wm. J McCrann, of Omaha, Neb., says: "As the father of thirteen BSjq y" children I certainly know something about your great medicine, and aside — from my own family experience I have in my years of practice found Ca» Isa;” Promotes DigesttonChrerfid- toria a popular and efficient remedy in almost every home.” ffl’’ nc ? s ßestContalnsneitfrr Dr. J. R. Clausen, of Philadelphia, Pa., says: “The name that your Ca»Mwißi - ;|l[ ij Opium .Morphine nor Mineral toria has made for itself in the tens of thousands of homes blessed by the OTI NARCOTIC. j presence of children, scarcely needs to be supplemented by the endorseErjM meat of the medical profession, but I, for one, most heartily endorse it and fafJtn Sttd- . believe it an excellent remedy.” ' ) Dr. R. M. Ward, of Kansas City, Mo., says: "Physicians generally do not ( prescribe proprietary preparations, but in the case of Castoria my experi■iwf ® { ence, like that of many other physicians, has taught me to make an exi ception. I prescribe your Castoria in my practice because I have found it J to be a thoroughly reliable remedy for children’s complaints. Any physl* Brio Apcr^RCT^dyforConMlp-- clan has raise( l a family, as I have, will join me in heartiest recon* lO|o. uon.SourStomach.Dlarrtioa mendation of Castoria.” GENUINE CASTORIA ALWAYS teshnirsignarare of Bears the Signature of The Kind You Have Always Bought Exact Copy of Wrapper. In Us® For OvCT 30 YeafS. TH e CKNT AU H COMPANY, NKW YORK CITY, ■

SHARKS BLOW SHIP WHISTLE Then Sailors Know the Much Hated Fish Has Been Caught on Their Hooks. Sharks are numerous in Magdalena bay, on the west coast of the Peninsula of Lower California, says the Wide World. The monsters at this point seem to take almost any kind of bait, and it is rarely that a warship is seen at anchor without from one to a half dozen lines danging from its stern. Watching a shark line is a tedious business, but it is strictly necessary in order that the fisherman may know when the monster is hooked, as its frantic rushes, if allowed to go unchecked, are pretty sure to cause some part of the line, leader, or even a part of its own anatomy to give way, and result in its escape. The old scheme of tying the line around one’s big toe and going to sleep would probably work all right so far as rousing the fisherman was concerned, but the sequel might not leave him in a condition to give undivided attention to landing the prize. To this end the officers and sailors have hit on an ingenious plan, instead of taking in their lines when the dinner gong sounds or when for any reason they are on duty elsewhere, they run a stout piece of marlin tw-ine from the sharkline up to the steam whistle, leaving it for the man eater himself to announce the event of his being hooked by sounding a toot. Alas for Artl “Daubbs tells me he is wedded to his art” “Good heavens! Another mesalliance!” GROWING STRONGER Apparently, with Advancing Age. “At the age of 50 years I collapsed from excessive coffee drinking,” writes a man In Mo. “For four years I shambled about with the aid of crutches or cane, most of the time unable to dress myself without help. “My feet were greatly swollen, my right arm was shrunken and twisted inward, the fingers of my right hand were clenched and could not be extended except with great effort and pain. Nothing seemed to give me more than temporary relief. “Now, during all this time and for about 30 years previously, I drank daily an average of 6 cups of strong coffee —rarely missing a meal. “My wife at last took my case Into her own hands and bought some Postnm. She made it according to directions and I liked it fully as well as the best high-grade coffee. “Improvement set in at once. In about 6 months I began to work a little, and in less than a year I was very much better, Improving rapidly from day to day. I am now in far better health than most men of my years and apparently growing stronger with advancing age. “I am busy every day at some kind of work and am able to keep up with the procession without a cane. The arm and hand that were once almost useless, now keep far ahead in rapidity of movement and beauty of penmanship.” Name given by Postum Co., Battle Creek, Mich. Write for copy of the little book, “The Road to Wellvllle.” Postum comes in two forms: Regular Postum —must be well boiled. Instant Postum Is a soluble powder. A teaspoonful dissolves quickly In a cup of hot water and, with the addition of cream and sugar, makes a delicious beverage Instantly. "There’s a reason" for Postum.

Grateful Suburbanites. Towne —Do you make your cook pay for what she breaks? Suburbs (in amazement) —Make her pay! I should say not! Why, every month, besides paying her salary, we reward her liberally for what she didn’t break!—Puck. THE BEST TREATMENT FOR ITCHING SCALPS, DANDRUFF AND FALLING HAIR To »llay itching and Irritation of the scalp, prevent dry, thin and falling hair, remove crusts, scales and dandruff, and promote the growth and beauty of the hair, the following special treatment is most effective, agreeable and economical. On retiring, comb the hair out straight all around, then begin at the side and make a parting, gently rubbing Cuticura Ointment into the parting with a bit of soft flannel held over the end of the finger. Anoint additional partings about half an inch apart- until the whole scalp has been treated, the purpose being to get the Cuticura Ointment on the scalp skin rather than on the hair. It is well to place a light covering over the hair to protect the pillow from possible stain. The next morning, shampoo with Cuticura Soap and hot water. Shampoos alone may be used as often as agreeable, but once or twice a month is generally sufficient for this special treatment for women’s hair. Cuticura Soap and Ointment sold throughout the world. Sample of each free,with 32-p. Skin Book. Address postcard “Cuticura, Dept. L, Boston.” —Adv. Couldn’t Change Her Looks. “There, I think 1 have made myself plain, have I not?” she finished her tirade. “Made yourself plain, dear?” sweetly answered the once friend. “Oh, no, dear; you were born that ■way.”—Arlington Argus. Preliminary Work. Ted —You don’t seem to be as friendly with him as you used to be. Ned —No; I’m rather suspicious of him. He borrowed some money from me the other day and paid it back. — Judge. Sympathetic Affliction. “That impecunious nobleman’s rich wife and his creditors are now sympathizing with each other.” “On what grounds?” “He beat both of them.”

WINCHESTER REPEATING RIFLES FOR HUNTING No matter what you hunt for or where you hunt, the answer to the question “What rifle shall I take?'* is—a Winchester. Winchester Repeating Rifles are made for all styles of cartridges, a from .aa to .50 caliber. Whichever model you select you will find it an accurate shooter, reliable in action and strong in construction. Winctetttr Gbm and dmmasWfar- ths £«d W Broad—are mate for oarb otter. WINOMK3TBR RBFKATINQ ARMS CO., • NgW HAVKN,

Its Class. “My incubator has been stolen.” “Then you have suffered a fowl wrong.’’ For Sunburn, Insect Bites, Ivy Poison or any other skin inflank mation us Tyree’s Antiseptic Powder and get quick relief. 25c. at druggists. Sample sent free by J. S. Tyre% Washington, D. C. —Abv. Might Have Been Working. "A dentist friend tells me he haa been down in the mouth lately.” “Whose, I wonder?" xBore Eyes, Granulated Eyelids and Stlea promptly healed with Roman Eye Balsam. Adv. If a woman can’t be flattered It’s a sign she is _ deaf. ■I. " . i 1 ■■ Rheumatism Is Torture Many pains that pass as rheumatism are due to weak kidneys-— to the failure of the kidneys to drive off uric acid thoroughly. When you suffer achy, had joints, back- . ache too. dizziness and some urinary disturbances, get Doan’s Kidney Pills, the remedy that is recommended by over 150. 000 people in many different lands. Doan’s Kidney Fills help weak kidneys to drive out the uric acid which is the cause of backache, rheumatism and lumbago. Here’s proof. AN INDIANA «CASE • M. C. Walker. 993 Grand Ave.. Connersville. Ind.. •ay»: “For ten years I had muscular rheumatism. I was laid up In bed . and couldn’t move a limb. Plasters and hot applications failed. The first box ot Doan’s Kidney Pills helped me and two more boxes permanently cured me.” Get Doan’s at Any Store. 50c a Box DOAN’S “AVIV FOSTER-MILBURN CO., BUFFALO. N. Y. S6O Down buys 4 0 acre farm In the rain and corn belt of central Arkansas. “We Hays Homes for All.’’ WRITE FOR VIST. LEAVITT IAND CO., DITTDE ROCK. Ark. H ■ TP AITO Watson Ek Coleman.Wasb. HA I r*N I Jk HighI RIBaIT I W est references. Best results. Positively Remove Superfluous Hair—Send for free sample anil particulars. Satisfaction guaranteed. Neshkoro Specialty Co.. Neshkoro, Win — — 1 W. N. U., FORT WAYNE, NO. 38-1913.