The Syracuse Journal, Volume 6, Number 26, Syracuse, Kosciusko County, 23 October 1913 — Page 6

:~n —rx| Advertising T Talks □ L HUMOR IS FOUND IN ADVERTISING Desire to Draw Trade Crops Out in Unexpected Places and at Odd Times. Undoubtedly a real genius Is responsible for* the pronunciamento that it takes a rich man to draw a check, a (pretty girl to draw attention, a horse to draw a cart, a mustard plaster to draw the skin, a toper to draw a cork, a free lunch to day a crowd, and an advertisement to draw trade. It is along this latter line, for the □purpose of drawing trade, that a news-, paper exclusively for beggars is published in Paris. Its columns are filled 'with notices of funerals, baptisms, weddings and other social and public •events calculated to guarantee genierous responses to pathetic appeals ifrom the beggars who, thus apprised, Hock to the scene of the functions, might or day. A choice sample of humor in advertising is furnished by the notice of dissolution of a disastrous business venture between two gentlemen of color in the south. The following bon ’ mot for insertion in the local paper was penned by the survivor of the wreck. “De copartnership heretofore resisting twixt Mose Skinner en me am •dis day resolved. Dem what owes de 'firm will settle wid me, en dem what Ide firm owes will settle wid Mose.” . About the last place in which one Would look for advertising is the Churchyard, but it has been demonstrated that even there all is fish that comes to the net of the far-reaching advertiser. It is recorded of a cerjtain shopkeeper possessing a grim sense of humor that he had his grave ‘dug and a tombstone erected at its > head some years before his death. On •the marble he caused to be inscribed: '“Here lies John Emerson, the Best {Hatter in Ohio.” A Canadian firm went this one better. The senior partner having passed to his reward, his business associates erected a monument to his memory. The tombstone bore these words: •“Here lies Abram Stokes, founder of :the firm of Stokes, Stokes & Co., who for many years have manufactured ipickles and bottled fruits. Best of jail and without a rival." For her late husband a grief stricken widow across the ocean put up a ,stone with this touching inscription (upon it: “Here lies , dear departed husband of , who now carries lon his business of general outfitter, ;and always gives good value; terms leash.” Bill Nye, the lamented provoker of 'smiles, once had a cow to sell, or projfessed to have,’ and he advertised the |animal in this manner: “Owing to my ill health, I will sell at my residence in the township 19, range 18, acording to the government (survey, one plush raspberry cow, giving milk frequently. To a man who does not fear death in any form she would -be a great boon. She is very much attached to her present home with a stay chain, but she will be sold •to anyone who will treat her right. She is one-fourth Shorthorn and threefourths hyena. I will also throw in a double-barreled shotgun, which goes with her. In May she usually goes away for a week or two and returns with a tall red calf with wobbly legs. Her name is Rose. I would rather sell to a non-resident.” In the want columns of an English newspaper not long since appeared the following notice: “Widower, living retired, without encumbrance, would like to correspond with lady about forty, with small means, with one leg preferred, with a view to an early marriage.” It is to be regretted that the ‘ advertiser did not explain why he preferred a one-legged helpmate. Another Englishman in his home paper boldly declared his want of a wife, “who must be quite dumb and deaf, at. least fifty years of age, and who hates music, children, pet dogs .and strotag drink.” City Will Advertise. Pasadena, Cal., will be well advertised, both in the north and south, in the fall and winter months. At a recent meeting of the board of trade directors it was decided to send sets, of the latest Pasadena steropticon views to the California development board, for exhibition at the board’s lectures in ° the Ferry building, San Francisco. Similar sets will also be .sent the Radnor World’s Fair tour at San Antonio, Texas, the lectures being under the supervision of A. L. Eshman, the president, and for the purpose of attracting large numbers of people to visit the Pacific coast during the Panama-Pacific exposition at San Franncisco in 1915. Difference Between Advertisers. The tyro waits until conditions are “right” for advertising before he begins. The man who has made his success, and is still making it, used advertising as a force to make conditions right. Therein lies a big difference in men which will explain many successes and many failures. Life Saving Extraordinary. An Irishman, meeting a friend, asked what had become of their old chum, Sandy. “Ah, poor old Sandy. Didn’t you hear? Why, he was condemned to be hanged, but he saved his life by committing suicide in jail.” Had Heart of True Lover. A water-pipe Romeo was arrested at Calcutta, India, recently. The person, a youth named Abdul Latlff, was locked up for having climbed up a water-pipe 120 feet long in order to fcotal couvemtkn wttt. his s— srheart.

| Some Pertinent Points, g JQ Your advertising should be re your least expensive and most re H efficient salesman; unless it re S measures up to this standard re p] there is something wrong—in- re p] vestigate. re p] Every merchant or manufac- re ,rd turer should remember that the re rd people who buy the goods have re rd acquired the habit of looking in re rd the. papers for information con- re rd ceming them. B rd The time to stop advertising B rd is when you want to stop doing B rd business. B rd information is a good ingre- B rO dient of an advertisement. B |rO An advertisement that would B N otherwise be excellent is often Lg rd sh G. whatever because it lacks B N a follow-up. B 3 Desire to possess comes only B re after the awakening of interest. B re There have been few failures B re that could justly be charged to B re advertising. B re Publicity is a sales aid—noth- B re ing more, nothing less. B DOCTOR WOULD ADVERTISE But Couldn’t Get Business If He Did, Because of Existing Prejudice, Says Taft’s Physician. “If I thought I could do more business by advertising, I would begin tomorrow,” was the startling assertion of Dr. Charles E. Barker, four years physician to President Taft, to the Denver Advertising club. The White House physician had all the best of an argument which had been started by the advertising men to demonstrate that the time-honored antipathy of medical men to advertising is a hoax and should meet with reform. “But I wouldn’t get the business if I did advertise,” was the next new idea promulgated by Barker. “I believe that most people would say, ‘That fellow likes to blow about himself,’ and they’d go to some other physician. Advertising might ‘get the business’ for a dry goods store, but it would never do for a doctor.” “You’re the first doctor I ever heard tell the truth as to why he did not advertise,” declared Ben B. Laska, attorney for medical advertisers in several cases brought against them in the courts of this city and county. “They all pretend that it’s because they’re ultra-pure, but I’ve known for a long time that it was really because it wouldn’t do them any good if they did.” These interesting statements formed part of an open discussion conducted by the club on the old question, “Should a Physician Advertise?” It was the general opinion of those present that the old idea of professional ethics preventing a physician from advertising his practice will be overcome in time if the organized advertising clubs of the country continue their present agitation for honest advertising as a means of upholding their own profession. Not many years ago banks did not advertise. Now, however, some of the best advertising in the country is done by banking houses. P. D. Whitaker took the stand that physicians should not be urged to ad- - ertise until the advertising men had cleaned house to rid the columns of publications from the objectionable advertising now running. One Price To All. In spite of everything a merchant can do there will be some of his patrons who believe that they can get reductions in price if they go after them hard enough. Every time a. price is cut for one of these gentlemen an injury is done the merchant, his store and his other customers. The merchant’s moral nature is weakened, so that he is an easier victim next tithe; the reputation of the store for fair dealing is impaired, because these favored customers will talk and if one man gets a better price than his neighbors, they have been injured by just that difference in. price, for one man’s dollar is just as good as another’s. A reputation of having one price to all is worth a great deal to any retail merchant, not oniy in profits but also in being free from the nuisance ■ of'having to go through a long “hag- I gle” every time a considerable sale is made. Whenever you refuse to cut a price you make the customer less likely to a ask for a conncession thereafter and | you increase the respect in which he ; holds you. That respect is worth dollars and cents. Business Started by “Want Ad.” The “want ad” pages have forced many men into business for themselves. One man determined to sell the family horse. He put a sign on the front gate and told all his friends, but still no sale. As a last resort he put an, ad in the paper and sold the horse at his own price. The man was so surprised at this result and attracted by the plan that lie bought another horse and sold it and is today an extensive horse dealer. Scrubbing Machine. There has been perfected a scrubbing machine which looks much like the ordinary carpet sweeper. The hooded part is a small tank which can be filled with scalding water, and uses automatically the inside mop, so that when the device is pushed across the floor it actually scrubs and wipes up the kitchen. For rough floors, porches and cement surfaces, it is said to be excellent. It Chootled. A little five-year-old, being afraid of' turkey gobblers, was at play in the yard one day last summer when an old gobbler began gobbling at her. She became frightened and ran to her grandmother, who asked her why she didn’t shoo the old turkey away. She said she did. “But the old thing just laughed at me.” Cannot Adulterate. Electricity cannot be adulterated. The meter measures the energy exactly.

Fishing With Cormorants

. K , SA FISHER’S WITH CORMORANTS* THE. BIRDS HARNESSED i A -’k\ WiWifc —iinTf 1 // FISHING WITH CORMORANTS IN FULL SWING

UST as hawks and falcons were formerly used in Europe, not only for sporting purposes, but to replenish their masters’ larders with furred and feathered game, so do the Chinese and Japanese still employ trained cormorants, but in their case they are used solely for eco-

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nomic purposes. This may at first appear to be a somewhat primitive method of obtaining fish, yet it seems to be a very serviceable one, and has at least the merit of being exceedingly picturesque. The antiquity of this form of fishing is incontrovertible, and is conclusively proved by the existence of very early Japanese paintings, which, if we allow for a somewhat crude and Oriental treatment, otherwise faithfully depict the sport, as it is practiced down to the present day. We have also documentary evidence to show that these birds were similarly utilized in China as far back as the sixteenth century. In many parts of the latter country cormorants are used on still-water lagoons or sluggish rivers, where they are allowed to swim free; but in Yunnan and Japan, where they are fished in swift-running streams, the' birds are invariably harnessed. I have not had the opportunity of seeing them handled by the Chinese, but a few years ago, when on a visit to Japan, I made a point of going to Gifu to study the methods adopted by the Japanese on the River Nagara. Here the season lasts from May to October, during which time the river is visited by a small migratory fish, locally called al. This fish belongs to the Salmonidae family, and is known to ichthyologists- as Plecoglossus altivelis T. and S. In size, it hardly ever exceeds a foot in length, and is more often only six or seven inches long. The Japanese epicures praise it very highly as a table delicacy, though it

GATHERING PEACHES IN GEORGIA : - lull I Typical Scene in a Southern Orchard Where Negro Girls and Women Do the Fruit Picking.

PAID HIM TO BE TRUTHFUL Youngster Also Proved His Ability to Get Himself Out of a Tight Situation. County Judge Albert H. F. Seeger of Orange county, N. Y., is a lawyer who doesn’t believe in waiting time during office hours, and his office force devotes the daylight of six days *a week to work. ! Some years ago the judge went away for a Saturday afternoon and his

To Clean the Serper.tine. It 1b estimated that It /would cost £30,000 thoroughly to elegise the Serpentine, where, now th'/t the school holidays have begun, b/ys may hathe at all hours of the yet it cost only £6,000 to const Aict. This was in 1730. when Queen/Caroline had it formed from ten separate ponds, fed by the River WestbJurne, which then ran across the par/ Into the Thames at Chelsea. this river became polluted by the Increase of population on its banks it ( was turned under-

i must be admitted that the uneducated Occidental palate usually falls to de- ! tect its culinary merits; in fact, when I tasted it, I thought it compared rather unfavorably with the smelt, a fish it superficially resembles. The market value of the ai appears to be comparatively high, so that even if the season be a short one, the cormorant fishers are enabled to reap a sufficiently rich harvest, which more than compensates them for their many months of enforced idleness. But even in midsummer, there are many nights when the meteorological conditions preclude all possibility of fishing. A heavy downpour of rain—and how frequent this is in a Japanese June! —speedily fills the river with a turbid flood that renders fishing wholly impracticable. Nor can x the birds do any good on bright moonlight nights, for then, in the beautifully clear waters of this mountain ' stream, the fish can sc 3 their enemies approaching and, moreover, they are not attracted by the glare of the great, flaring braziers which are ■ placed, in the form of an ifbn basket, on the bows of each of the vessels. On the Nagara the mode of fishing is for some six or seven boats to work i in company. These drift slowly down stream for eighteen or twenty miles in the form of an open line that usually extends right across the river. As a rule, each boat possesses • about fifteen or sixteen cormorants. These are controlled by means of reins attached to a small collar round • the bird’s neck, which serves the ad- • ditional purpose of preventing all but the tiniest fish being swallowed out- • right. The man standing in the bows, and therefore deriving full benefit from the light of the brazier, has some twelve birds in his charge, while i the less experienced man posted . amidships usually controls four or five only. The dexterity of these fellows is really one of the most remarkable

clerks invited all the young law students of Newburg to spend the afternoon at their office. The judge returned unexpectedly for some additional papers he wished to use, and the air was filled with tobacco smoke and idleness when he entered. “To what unexpected good fortune do I owe the visit of so many young people?” inquired the judge, with a smile at the array of young men whose muddy shoes were resting on ’ the top of his polished mahogany desk.

ground, and the Serpentine ■yater has since bteen drawn from wells, which also supply the Round Pond and the lakes In Buckingham palace grounds and St James* park.—London Chronicle. Gifted. "I am convinced,** said Mr. Meekton, "that women are especially qualified for the duties of statesmanship." “Why?" "Because most of the women I have known were natural born lecturers."

HARNESSING A CORMORANT

features of the whole proceeding. It seemed inexplicable how one man could manipulate so many ‘ birds — swimming and diving as they were in all directions —without their reins becoming hopelessly entangled. Yet by sorting them with a lightning hand-over-hand movement, these leads were always kept clear, and never once did I see a man in real difficulties. When a cormorant has completely filled its gullet, it naturally takes no further interest in the proceedings, and will then swim idly upon the surface. When this is observed, the unfortunate creature is promptly hauled in board, and by a gentle but firm pressure of the hand it is forced ignominously to disgorge its booty, whereupon it is thrown back to recommence its thankless task. In this way a single bird will account for a large number of fish during the night, and as the flock numbers upwards of a hundred individuals, the total catch is sometimes considerable. In the morning, when all is over, the cormorants are allowed to rest on the gunwale of the boat, each bird, known by name, having its allotted perch, which it defends with angry croaks and pecks should a neighbor dare to dispute its right. The birds are absolutely fearless of their masters, and can be freely, handled. There could hardly be a'more esting experience than to follow a flotilla of cormorant boats at work on a still midsummer night. Even the Japanese themselves appreciate the picturesqueness of the proceedings, and every evening numerous boatloads of spectators may be seen on the river awaiting their arrival at Gifu. The fishing appears to be at its best in Augusl, during which month the late Mikado used frequently to visit the scene. The great braziers—huge, crackling baskets of flame —cast a strange and lurid glare over the surroundings. In their dazzling light the brightly illuminated figures of the fishermen seem to stand out with almost unnatural sharpness against the velvety blackness of the night, while the men’s harsh cries of encouragement, the loud clatter of their oars, and the showers of hissing sparks falling upon the xater all add to the weirdness of the scene. Cormorants are apparently not very difficult to train, and have been used in Europe for sporting purposes far more often than is generally supposed. Early in the seventeenth century James I. was enamored with the sport, and appointed someone “Master of Cormorants.” while he even went so far as to have ponds cut in a meawod-land near Westminster for the reception of various kinds of fish which were to be afterwards captured by his tame birds. Os recent years the well-known falconer Captain Salvin proved highly successful with his cormorants, and there are still some French sportsmen who keep these birds for their own entertainment. Not So Crusty. < Though Immortally labeled “Crusty Christopher” by Tennyson, "Christopher North” was not without his amiable side.

Everyone was at a loss for a reply except the judge’s youngest student Offering the judge his own chair and bowing low he replied with gravity: “To your absence, sir.” The boy was put on salary the following week for truthfulness. To the Nursery of Earth. “Say, mamma, was the baby sent down from heaven?" “Yes, Willie." “They must like to have It quiet up there, hey, mamma ”

Equal to the Occasion. The eminent traveler who was giving an illustrated lecture threw a picture of a celebrated Japanese upon the screen. “This," he said, "is a portrait of Admiral Togo, I wonder if any little boy or girl in the audience has ever ’ heard of him or can tell me what made him famous." Bobby Shortall raised his hand. "Well, my son?" "He’s the man they named the Sairey Toga trunk after,"

INIEDNATIONAL SIINMSOIOOL Lesson (By E. O. SELLERS. Director of Evening Department, The Moody Bible Institute, Chicago.) LESSON FOR OCTOBER 26 SIN OF MOSES AND AARON. LESSON TEXT—Numbers 20:1-13. GOLDEN TEXT—"Let the words of my mouth and the meditation of my heart be acceptable In Thy, sight, O Jehovah, my rock and my redeemer.” Ps. 19:14. Forty years have passed since Isreal committed its fatal mistake of disobedience. This lesson is a three-sided picture. A murmuring, blindly disobedient people; Cod, the righteous director of the affairs of men; Moses and Aaron, the divinely appointed but sorely tested leaders of the people. I. The people’s petition, vv. 1-s—The name of this place was Meribah (v. 13), which means strife. It was not the fault of God nor the desired leadings of Moses that brought these people to this place. Forty years of wandering seemingly had not taught them this lesson. Many people accuse God when they themselves are to be blamed for the evil that comes upon them. James 1:13-15. What a terrible sin ingratitude is and how incredibly ungrateful these people are. They chode, i. e., strove (v. 2) with Moses as though he were the guilty one. How we seek to place the blame upon others for the results that come from our disobedience. There is here also the complaint against threatened material loss, “our cattle shall die,” also the rebellion against discomfort (v. 5). Their Usual Plan. 11. God’s Plan, vv. 6-8. Moses and Aaron followed their usual, and the wisest plan of taking their difficulty to God. Separated from the people they throw themselves upo-n their faces before him and he graciously manifested himself unto them and gave them explicit directions (v. 8). Other times M~~°s had had this same experience, ch. 14:5; 16:4, Ex. 17:4, etc. It is an inspiration to recall the multiplied times God has used these common agencies in the hands of his I consecrated servants to work his mighty deeds—an ox-goad, a boy’s sling, a lamp and a pitcher, a few loaves and two small fishes. It is not the instrument nor the agent who uses the instrument, but Jehovah who is ready to work through his servants using these instruments. Moses’ rod Is never mentioned after this occasion. 111. Moses’ and Aaron’s Pride, vv. 9-13. These servants began very properly to carry out God’s instructions. They took the rod from God, “as, commanded” (v. 9). They gathered the people together in the right place “before the rock.” But then began their failure. Some may plead extenuating circumstances or great provocation. . But Moses, for he takes the place of leadership, made a four-fold mistake which was too seridus to be overlooked or to go unpunished. (1) He deceived the people. He had just I come from “tent of meeting” (v. 6) and, as heretofore, the people expected some message from Jehovah, whereas he gave them not God’s words, but those of his own coining. This ought to be a warning to ministers and teachers, viz., that the people have a right to expect from their Godcalled and Instructed leaders, his word, not the opinions of man nor the wisdom of the sages. To steal the livery of heaven and serve the devil, to give a stone for bread, a serpent for fish, or a scorpion for an egg will surely meet a just retribution from a just and righteous God. (2) He made a miserable display of pride. It is true these people were “rebels” but it is not for him to make the accusation. It is the spirit’s work to convict of sin (Jno. 16:8 R. V.) Jesus commanded that we “judge not" and adds the reason why, Matt. 7:1-6, and James (ch. 4:11, 12) comments on this same principle. Considered Them Rebels. Moses in his pride separated himself from the people. He assumed a “holier-than thou” attitude. He looked upon the people, over this line of separation, as being rebels, and God will not allow Christian leaders tc hand out admonition upon a platter iof anger. (3) He took the glory to I himself. This was more serious still ! and was in direct violation of the j spirit of those laws he had received I upon the Mount, Ex. 20:5. “Must we fetch you water,” is quite different from “Thou shalt bring them fdrth.” This is that which has set aside many Christian workers. We must not lean to our own understanding .nor fail to acknowledge that it is bod that works and to him be the glory. Look up Gen. 40:8; Dan. 2:28-30; Acts 3:12-16; iI. Cor. 3:7. (4). Moses smote the rock. God had told Moses to “speak unto the rock” (v. 8) whereas he smote the rock as though the power were in the rod or the strong arm back of the rod. Exact obedience is expected by God and to do anything I else is to doubt his power, to reflect upon his word and to draw attention away from him and upon ourselves. Our attention has been” called to the fact that on a previous occasion, Ex. 17:5, 6, God had commanded Moses to smite the rock, that the rock suggests Christ (I. Cor. 10:4), that he was to be smitten but once and thereafter nearly a word of prayer would bring , forth water, see Luke 11:13. No man is essential to God’s plan though God’s plans are always wo<ke<Lout through men. When men fall see this God speedily sets them aside and appoints other leaders. Moses and , Aaron fell through unbelief (v. 13) ; and Moses Is compelled to give up his place of leadership and is not allowed f to enter the land of promise though i graciously granted a view of it, (Deut. • 3:23-26; 32:49, 50; 34:4). Moses ; “spake unadvisably with his lips.’\ Moses had also to suffer for Israel for we read in the Psalm 106:32 “It went ill with Moses for their sakes.” He , was disciplined that they might know God’s disapproval of the spirit h« manifested.

TORTURING TWINGES | Much so-called rheumatism is caused by weakened kidneys. When the kidj neys fail to clear the blood of uric acid, the acid forms into crystals like bits of broken glass in the muscles, joints and on the nerve casings. Torturing ; pains dart through the affected part whenever it is moved. By curing the ; kidneys, Doan’s Kidney Pills have i eased thousands of rheumatic cases, lumbago, sciatica, gravel, neuralgia and urinary disorders ( AN ILLINOIS CASE

-rf-N*’F!’-err/ Picture

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