Newspaper Page Text
PAGE TWO
The A B C and X Y Z of
ADVERTISING
A SERIES OF TEN TALKS ON AD a
VERTISING written by Seymour Eal. | in
on of Philadelphia for the reauers of N 'y£ & m
THE AUGUSTA HERALD. » « 6SI W
Advertising and news are first cousins.
The railroad and the stage coach are grandchild
and grandfather.
Four out of five advertisers still use stage coach
methods. The agency that distributes news has the
quickest, cheapest and most effective machinery
for distributing advertising. That agency is the
daily newspaper.
The man v/ho passes your shop window is going
somewhere. He is on some other errand. If you
want to catch him when he is not in a hurry, put
your shop window in the newspaper; a few articles
at a time. You can make a hundred and fifty thou
sand people look at 'this kind of window every day
and with much better selling results than if that
hundred thousand walked by your shop one by one.
I know a retail store in one of our large cities, a
branch of an English house, which until the au
tumn of 1906 was managed by an Englishman;
austere, conservative, dignified; a man who would
have been shocked to see his shop advertised in an
American newspaper. He had an exclusive trade
and his net profits amounted to about $20,000 a
year. This Englishman died. His assistant, an ag
gressive young American, took charge. He adver
tised; advertised continuously in the best local news
paper. Last year this exclusive shop made a net
profit of over SBO,OOO. Why? Simply because there
are five hundred thousand well-to-do people in that
city who never knew that this shop existed until
they saw those advertisements in the newspaper;
and the shop has an excellent street location, too.
This is a concrete case, the facts of which I per
sonally know. The Englishman depended upon the
quality of his goods and his beautifully crested
stationery and his attractive shop window and his
perpendicular backed dress parade clerks; all of
which were above criticism. The young American
put the whole show into the newspaper; admission
free.
Show me ten shops which advertise regularly in
a daily newspaper and I will show you nine that
are making money. The failure of the tenth is
probably due to bad management of some sort.
Some pople value goods by the price they pay;
others by the shop in which they buy; others by the
effect the goods have upon their neighbors. It is
oniy the common work a-day sensible people who
value goods by the goods. If you want all four
classes as customers it is your business as an adver
tiser to make the cap fit.
Seymour Eaton.
dll TfIDOPS COMPOSE! OF
WOMEN STIFLES LONDON
LONDON—London now has a
squad of atmu' ip oav dry and mint'
ler of mar Haldane dr* id' a said
to hivp visions of hi* territorial
army being strengthen/ d by a so
male yoemanry
The fether of thr now troop la
captain Dakar, teeehet at a fashion
able riding school i led i*ton. who
was permitted to havi in mm/m.<
appear at Ilia recent inrii arj tourna
nianl, where the evohr of the
voting (iris ware very much admired
hy Kina Kdward as well as the lead
rr ot (be tournament Colonel Ricardo
The evolutions -tided wth the Ctrli
forming what they called the Tlor
rnea Nightingale ttrlirado Osmerljv.
ill orer the manege which was sup
; need to represent a hutleflohl the'
picked up imaginary wouudod and
< in'ipl them to the held hospitals.
ITobshly the next form of feminine
activity will take* form ot a nffra
aetlo aitiller' and than the politic
ian t- have lieitcr look out.
"t: c ivy t ,t o«., rati’ i ■ tu
Oendemrn In 1-9? I hml riUeasr ot I
Oi, lonmoh amt how»|* | n th. , ertna
■t 1 .•o.mt » : aula of Ko<loi •• i
hr benefit 1 r-cehed all the (.ilri In
deo-gti could not buy May you ttv ,■
tons "I I'rosp *r Youi *\ r\ truly
N * 'em ell Rerilna la \-.g *7 l
Sold by all dr-.gg tatg
WELCOME.
The congressman was leaving
tVashlny.uin for his own town.
"Well, good-by." said a friend "1
suppose the outsells will be out In
force to meet 'on ?"
" ! m afraid they will." replied the
congressman Philadelphia ledger
THE LEADER Of TAMMANY
.. — ‘rryam*.
Tub J
Ik,
Tj u?
This snapeYint of Charles F. Murjoliy of New York,
head of Tammany Hall, was taken as he was about
to enter the railroad station on his way to the dem
ocratic convention.
HUMOROUS SIDES OF SERIOUS
SITUATIONS IN DENVER,
COLORADO
(Continues from Page t.)
“Many a man gets himself men
tioned for vice president here so he
can go home and run for the legisla
ture.''
Tills was not clubby of Col. Jim
Ham. Inasmuch as he may want to go
to the legislature himself, if nothing
better offers. Moreover, it was dis
ci v, red that the colonel, who Is niak
tng his campaign on hh original any
copyrighted platform of having his
spats match hts whiskers in shade. Is
sailing under false colors, so to speak.
Word was passed around that the col
onel has re-enforced, not to say re-
Incarnated, his famous fricasseed hair
with a toupee, WJion asked to desig
nate this as a campaign slander, the
colonel blushed ur.d hastily changed
the subject by calling atention to hts
whiskers, which he said, retain all
their former glory, although some
what faded at the ends.
Mr. Charles flryan was an object of
much curiosity. Mr. Bryan is a fine
example of a living relative, albeit
ho suffers from a congestion of lan
guage as marked as Is the eruption
of speech noted In his Illustrious
brother Indeed. Mr. Charles Bryau’s
vneaniulnry seems to he composed of
the phrase. “Bill says to do this,"
which he repeats with monotonous
regularity to the men who think they
are running this convention. At that,
other words would seem to he super
fluous, for what Charles says BUI says
to do Is generally done forthwith.
JUDGE ALTON B.
FARUDF.
TAKEN FOR “JOHN”
Judge .'IPm n Parker, of Nev
York, war among those present in the
Brown lobby from time to time. Judge
Parker was greet d effsulvely once
A lie,la,|< | rushed up to him and
stuck out his hand
■’Hello. John." ho said; •‘l’m glad
to see i n When did you go up
from Si. 1.. uis ”
I think you are jnlMnV.cn," the
Judge replied
Well, .” s. 1 suppose 1 am,' 1 ex
clnP.leil the dels ite. "Kxecuse me.
A'ou look just like a man from St
l.oul* I know. No harm done," and
ho backed away
The anti-Bryan men kept getting
higher and higher In the air They
hold conferences and consultations
and -amuses, and at midnight were
still facing the uncomfortable fact
that this convention is owned by Bri
an. rowed up In a .sack ned sealed,
and that when the time comes they
will do jvhHt Bryan tells them to do.
There "as desultory talk about the
platform, mu! Col. Pimos M tluffey
of Pmi ylronla, kutly left the mar
v*t!oe, having been compelled to take
. this step by the faoi tha' Bryan kick
, cd him os before he decided to go.
TVE AUGUSTA HERAT,!?.
Mr. Charles F. Murphy, of New
York, who selected his seat in the
band wagon on Friday night, stuck
there stolidly and solidly, and the
usual amount of piffle was peddled
by the piffle pedlers.
Through it all was the undertone;
“Why Brpan grinding us Into sub
mission in this way? Why is he so
arbitrary?” And that reminded Col.
Bill Skinner of the man who asked
the hotel keeper at Tie Siding, Wyo.,
why the Union Pacific road removed
the railroad station from the center
of the vlllac to a point a mile away,
much to the discomfort of the Tie Sid
ing people.
“’Pears to me,” sais the hotel keep
er. that the Union Pacific moved
that station because they could.”
Which appears to b e the answer.
Bryan is doing what ho wants to do,
because he can do what he wants to
do. and there does not appear to be
power enough of any kind here to
stop him.
A Californian’s Luck.
"The hni.u- " I. v of my life was when
I I'Uifi' hex of I’.m-kl-n’s Arnica
-ulvi-.’ w it-., Charles F. Hudarm. of
Tracy, Oiiif"rn|:< ’Two tr.c hoxes ciirea
in- of an .. m eyi-ig ease of Itching piles.
- hlrh d - nubl 'd me for years and
that yielded to no other treatment.
Sold under guarantee at all druggists.
CRAIGE WAS TOT MUCH
FOR THE BULLY
UONUON. —John Cralgo, the
weight wr- -tier from Philadel) hia,
whose expenses the Olympic commit
tee refused to pay. worked his pass
age over on the steamer as a stoker.
Crsige I:bs two of the fingers of his
right h: nd in a bandage, the result
of n scrap with n bullying fiernan
who ran things In the stokehole until
the wrestler cum ah g Craigs
landed a smasher on the Teuton’s
Jaw. puttlm- hi l ! to sleep for fifteen
minute: The amateur stoker lost 12
p* u ul. .•■’ It shoveling coal In the
steamer furnaces.
weans
• . krtWmy Hiif. i guv) a fnontl one
wh»i. u * • v ;it?atiuk >• tin tor crancor of tho
•tnru-tph. Ik-’ t! monni' j-n* four p »'<*©•
of * ts 1 «* • , u >'<.* »'*i In throo
; -.it
t 'l M:• *t i > * >f? ‘ g. !>*aphm Co.,
i "
fiv i i i o« .1 tor tßott \ny
dl - r . *<*.! . y ln.if.ue bl- "| i’hw E. Condon,
LvwUtow. Fa. i.U.flhu Co.)
Dent For
r .i.' The bowels
CA' CYCATfURTJC
flrtenet t. Pnifit'' r Potent, Tml' (IoM !V>(J<w>4L
Ko' r -ran ".'itciflfUr.P' 1C- . - k?c.4?«v#*r
• - a jM’U’ti' $* t »mj. -a Cue.
’tit #*! go raro or j«ar taonry bar*.
•ciUng K - .n-dv Co., Chicafo or N.Y. 394
AhnUfli. SALt, TIN MILLION Lu.LS
\ k' sO, \
GHOSTLY HIGHWAYMAN TROUBLES
PEACEFUL ENGLISH HAMLET
LONDON’—The generally quiet and
sedate little town of Loughtou is
greatiy excited over a series of my
sterious incidents that, have happen
ed in.the neighborhood. People pass
ing through that part of Eppitig forest
known as Warren Hill late in the
evening have been the victims of
strange assaults, hut the closet in
vestigation has failed to reveal the
assailant. Many fruitless efforts have
been made to solve the mystery, but
the whole affair is so remarkable that
many people in the district attribute
it to the supernal ural.
The first, strange thing happened
when three gentlemen were walkiny
towards Lough ton a few minutes be
fore eleven o’clock and one of them
was suddnly struck in the face by a
stone. He received a severe bruise
and he and his friends made a most
thorough search for the assailant,
but could find nobody.
A few night later another gentle
men were walking towards Lotighton
man was passing the same place at
abount half past ten when he received
a violent blow between the should
ers. He looked all over for more
than fifteen minutes, hut could find
neither man or spirit so ho informed
the police. The next evening the in-.
That each month in all the best homes in this country, cn the
library table, and in every club reading room, you find the
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specter sent a constable out who hid
behind a bush and awainted events.
He did not have to wait, long for sud
denly he received a violent blow in
the face by some invisible hand. He
stopped aside only to receive another
blow which knocked off his helmet
which >vas afterwards found to be
full of long scratches as if from clows
No trace of the assailant, was found.
Another victim was a young girl of
eighteen who was attacked when re
turning home, caught by the hair and
hit in the face. She screamed for
help and a workman came to her hs
sistance but neither of them could
find anyone near lhe place.
A party of about a dozen young
men then determined to capture the
ghostly highwayman. For half an
hour nothing happened to them and
then with the same silent swiftness
that had characterized the other at
tacks the attack came. One of them
received a blow In the face, but
search as much its they might they
could find no one. Now even the
police avoid the hounted forest.
UNKIND. •**'•!
Poet— . ad my last
poem?
Friend —I trust that I have.—
ludge.
i/A X , JUliI o.
the issue.
What’s to be the issue in the cam
paign just beginning?
The virtue of one party and the oth
er’s constant sinning?
The old gags, the gray gags, the
gags our fathers knew.
The gags that wore out long ago,
will these still have to do?
Or will each party try in some new
way to claim an inning?
—Chicago Record-Herald.
A CLEAR FIELD.
“I’d 'rather be good than great.”
“Then yon won’t he annoyed by any
serious amount of competition.”—
Cleveland Plain Dealer.
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