Newspaper Page Text
PAGE TWO
The A B C and X Y Z of
ADVERTISING
A SERIES OF TEN TALKS ON AD
VEHTIUNG wr tt«n by beyrr'Oui Laton f%|
of Philadelphia for t► r r i idem of THE I lIK C M
AUOUSTA HERALD.
Most store advertising may lie divided into
three classes: bad, very had, and damned had.
Bargain advertising is in the first das. It,
does sell goods; but if well done it eould easily
make three blades of grass grow where one grows
now.
The “worth-$2 O-now-$12.50” bargain offer has
been done to death. The people buy the $12.00 ar
tiele because $12.50 is as much as they want
to pay; because they have seen the goods; because
they have intelligence enough to know that they are
getting good value for the price; but for every one
who buys there are two other shoo-ed off by the
roll-up, tumble up, throw-up-your-money hurrah.
An honest bargain properly announced is
always good advertising. i! I controlled a news
paper page 1 should use one third of it, down the
side for legitimate bargains. I should put the word
“ Bargains” or Today’s Bargains” at the top and
with the descriptions of the articles 1 should give
selling prices only; sav nothing in figures about
values or cost prices, use that space for describing
the goods. I should make tin* descriptions as hriet
as possible; leave everything to the imagination of
the customer except the selling price; and now and
then I should omit that; let the customer route to
the store in find out. Thou I should make these
bargains look like charity by very contrast; by
using the remainder of the page to adverise my
regular-priced, always in stock clothing and dress
goods and carpets and furniture and all tha sort of
thing; and I should make this department so full
of life and spirit and enthusiasm for the goods as
to make my counters rresistiblo.
The store that preaches is in the second class.
Preaching isn't advertising. It may be entertain
ing and instructive; it may analyze to a nicety the
thical policy of the store; it may impress the weak
minded with the fact that this store is a great pub
lic benefactor, a powerful influence for good in the
community, a sort of merchandise university which
ought to he endowed by the State. But preaching
doesn’t sell goods; it does not even draw a crowd.
The formal refrigerator, my brass plat< is-suf
fieient advertising is in the third class. It has all
the dignity and drawing power of a corpse. Mark
you, 1 am not critieing the idea. The idea is fine.
To be a chosen people clothed in purple and fine
linen; to bask in the sunshine of wealth, or of ari
stocracy, or of fame; to eat where it eats, to drink
what it drinks, to wear what it wears, to buy where
it buys, to talk what it talks, to dress vour poodle
dog with what it dresses its poodle dog; to be
somebody exclusive, even one or two removed or
second hand; that is greatness; and |»eople pay big
money for greatness, even for the varnish or
veneer. It is the advertising that is bad. It might
easily cpiadruple the trade and yet keep within the
boundaries of the eleet. Exclusive people don’t
think. \ou don’t need to put salt on their tails.
T hey fellow a leader like a lot of sheep. Vour
business as an advertiser is to capture the leader;
the bellwether of the set. The rest is ensv. The
others will pay for the privilege of standing in
line.
Embalm and bury the brass-plate advertising.
Ise the space to talk to your eusomers. Some of
them read advertisements If a poor plebeian should
hap|>cn to read about your goods and wander into
your shop by mistake let him do the worrying.
Seymour Eaton
KEITH TUBS IRE
CM MILKER
leaded Guilty to Embei
■lenient Charges and was
entenced.
HARTFORD, Cog n—Wm K Walk
, ttie former treasurer of the If ar
ea Hank of Nea Britain In the
perlor court room today pleaded
Jity to four count* in an Indlrt
rut rtiarglnit him with riutwsile
*nt of aecuriue* of the l>ank Judttr
lumaay pronounced the aratener
itch In It* aiftw penally mean*
nrnty year* behind the a alia of
e aiate prlmm at Wetherafleld
Th,. lour count* represented an
ibettlcnicnt of hank property
aouhl iw Jt.C.ieil. fhc securities
were mttally high cla*a railroad bond*
The original Indictment contained
Ihlrleen counts appertaining to bank
fund* and six additional count* char-t
--ing th,- embetaleinrnl of scurlle* of
the Connecticut Baptist convention
amounting to about $60,M0
The tudfcliuent which wa* real,
however, made no allusion to nine
counts felailug to bank property or
ut the embeaalemrnt* from the Ba >
tut convention As the latter count*
w,, re not mentioned In the writ of
extradition. Walker could not be plac
ed upon trial for tht* crime.
I’pon tne pronouncing of sentence
Walker was taken to the county Jail
to await the preparation of committ
ment |>aper* on which he win be
delivered lo the stale prison
Valued gams a* Oo'd
H. U htewart, a mrtvnant of Cedar
V iew , mvi ”1 tell my custonter*
when th-> huv a bet 1 t*r King* N.»
I if» Pill* they art Ih» worth es (hat
•» ch geld In weight. It Ml?' ted W 1 a
eetixtPMtlen malaria hr PlUousnses
s 'd uud« guarantee at all utu*g. .
iei
CZAR OF % RUSSIA
sci fk I
Recent photograph of Czar Nicholas
of Russia, who will be the host of
President Fallieres of France and who
this fall for the first time In years
will leave Russia to visit Italy and
France and possibly England.
BELOW DEAD LINE
BURGLARSWORKED
Cracksmen in Best Guard
ed Part of New York
Blew Safes Open and Es
caped With Seventy-five
Pounds of Booty.
NEW YORK Blowing open two
safes with dynamite and carrying
away a load of gold and silver from
tho rloßfly parked business section
of lower Manhattan, heavy enough
to break down an ordinary man, was
the feat accomplished by cracksmen
Saturday without hindrance from the
police, although ttjat part of the rlty
Is supposed to be very well guarded
Ou the pretext that publicity would
spoil their chance of running down
the dynamiters the police Induced the
victims of the robbery to keep It
secrcl and the story was kept out of
the newspapers for many hours.
| The robbery occurred In the of
I flees of the Thomas J Dunn company,
j manufacturing jewelers ou the third
floor of No. 101 Chambers Rtreet. The
.value of the stuff stolen was worth
j more than SIO,OOO. II weighed about
!75 pounds.
When Philip McFarland, the porter
entered the place this morning he
smelled a peculiar gas. He traced the
fumes to the office. Against the wall
stand two huge throe-ton jewelry
safes.
Hoth safe doors stood twisted and
open and the place was cluttered
with debris Running mu the porter
hunted about unit! he tound live |io
llcemen and returned with them.
On the floor of the office the police
found a 30 foot rope ladder, well made
of new strong hemp ford. There
was ulso a tool kit wlm a brace and
hit In 11. What other tools It had
contained were gone. Around the lock
of each safe three holes had been
drilled slid through these some ex
plosive ..ad been poured The ex
plosions tore off the combinations
and let the doors swing open with
out tearing them off ihelr hinges. No
damage was done to the office fix
tures hut there was little o' value left
In i he safe •
The police have no clow to the
burglars.
A Californian', Luck.
"tile luckiest day of nty life wo* when
I bought a tmx of Rucklen s Arnica
.-'site. write* Charles F Hudnhit. ol
Tracy, Californio. "Two 260 hoxea eureo
j me of on ntmoylog cafle of Itching piles
which had troubled me fur year* aoj
that yielded to ne other treatment.
I Hold under guarantee at all druggista.
MR. TUFT SAVED
LIFE OF TIN!
GIRL CHILD
CINCINNATI O William n raft
rvpultlloan nomtn** for prudent, iwvm
a lif* th* ttr*t tt.lng upon hi* arrival in
Cincinnati. and r*k**d h* own »»r*«
to do so (tut lu»a his nulok rye and rotut)
r**poatW», a 8 y*wr-o»«l ri.ix**ti. hHinn tot
would hav* b*en ground to d*4th l><*
u*oth th* whwlK of an engine. Txtt
had Juat c limbed down from th* Hts Four
train at th* Grnnd Cent ml d*p«n uno
wa* walking down the long train *n»u.
arm In arm with hi* *dttor brother, wiur
h* an»toh*d th* tot from lt\ front ot »
Mg ttatttlnor* and Ohio engine on ax
adjoining track A woman and h*r nab\
war* hurrjrltiUi climbing, ul-o*»r\l tin
I'ullman c.»r or anoth*r train a* Tap
got ahrowat of th* mtibuk Th* mother
turnml to •** 111* hlg Candida t*. Th
tot l ust h*r Mthvno* and rolled to t o
y*m*nt floor of th* train »h*d aml upor
th* track* In front of th* Ilultlmor* an*
Ohio trait) that aa* Just pulling out
Taft maw It and leaped Upon tit# true*
j and frahtwril th* child. H* held h*r dost
jto him for a »*tx»mi and as th* ttn»
»o 'gh pu*k< rnd at finding hrriouf n
•trtmg* armst h* lanilnl h*r over to tn«
mother It* Mid nothing ha: *• tN
mother *Hk*p*d th* littl* on* .» h«i
hrv**t and hmtlnl into th* train f*v
N« w York th*r* was a took of thank
tut css In h*r eye* which could not M
ftpriHarxl In worxt« H*r natn* wa* no
tan rued Taft mad* no reference to tn«
InckWnt. but when I 1 wa* brought to hi'
mind at th* Taft hom* afterwards. h«
said
It was nothing more than a man *
duty toward a h*ipl*-«s fallow being
I tntukl rwthet pot* *a> nothing al out it
tneofer as I comprehended *hrr* was •
ivirticular cult for bravery uid I do n«
*hlwk m* Uf* in \*»r* ar«*t .
THE AUGUSTA HERALD.
ALL IN READINESS
FOR NOTIFICATION
Cincinnati in State of Pre
paredness for Formal An
nouncement to Candidate
Taft.
CINCINNATI, Ohio.— Notification
day seemed suddenly to become a
realization In this city on the arrival
of William H. Taft. The work of
planning and in preparation for
the event ha:-' been going steatßy
forward for some time, but It took
the presence of the republican canfll
date for president to Incite the un
furling of flags, thfk draping of hunt
ing and the general breeziness of lhe
holiday atmosphere, all of which I*
to culminate on Tuesday in official
fund ions for the few and unotflcial
festivities for the many.
The reception of Mr. Taft as he
stepped Irom the train which had
brought him from New York could
not have been less simple. Il had
been planned to avoid any suggestion
of a "function.” Charles P. Taft and
one or two old friends were at tha
station to greet the candidate. A
crowd stood back of the station gate
and could not resist, a modest demon
stration of v approval and a few
friendly expressions were shouted
here and there as the two brothers
made their way to a waiting car
riage .
During the drive to The C. P. Taft
residence in Pike street a glimpse of
the holiday attire of the city was
had, and, when the old colonial house
was reached, there was decided evi
dences of lhe coming event. The
large temporary porches, JiiHt near
lug completion either side of the
pillared entrance, showed the neces
sity for providing for lhe notlflcafi'jn
committee and the local reception
and arrangement committees. Di
rectly In the center of the s'one steps
protrude a speakers' platform, which
looked on the right and left to the
spacious lawns, where standing room
for 1,500 persons will be eagerly
sought on Tesday, and perhaps many
times during the coming campaign.
FLAG COMES
FROM PHILIPPINES.
On the South lawn is a new flag
pole, on which Is mounted a gilded
eagle, erected to bear the flag which
Mr Taft's enthusiastic Filipino
friends have sent to be raised daily i
throughout the campaign. When it
Is raised for the first lime Tuesday ]
morning, amid a general salute of j
guns and whistles throughout the
city, the raising Is to be the oe- I
easlon of a brief address of accept
auoe by C. P. Taft. This flag rais
lng begins the ceremonies for the i
day. The escorting of the commit-1
tcemen from the hotel Sinton and
1! o'clock breakfast in their honof
will follow.
The breakfast over, the committee!
men will lake their places on the two
platforms. Senator Warner, chairman j
of the notification committee of the j
national republican convention, will
escort VV. H. Taft to the speakers'!
platform, and there In a brief speech
communicate to him the formal an- «
nounooment of his nomination for the
presidency. Then will follow the
speech of acceptance of Mr. Taft.
Then n reviewing stand will he
thrust quickly through the gates of
the Taft yard, and for an hour and a
half Mr. Taft will witness the pass
ing of marching eliihs.
Automobiles will follow the parade
lo the Taft home, and the member;
of the committee will he drf,• i
ttmmgout the city and Its suburbs,
bringing up at lhe Cincinnati coun
try club on the Grandln road. Mr.
Taft will join the committees at the
club and his automobile will head
the procession.
When the party hoards the
steamer Island Queen after dark for
a sail up the stream, the night dis
play will hegln. One hundred and
sixty tiny crafts all ahlaze with Il
lumination, will escort the Island
Qui. u on the joui ney. and th \
eannatl hills will hurst Into illumina
tion and detonation, while a riotous
display of fireworks isf given.
Mr. Taft spent the aft< rnoon and
i venlng quietly at the home of hla
brother.
DIARRHOEA
Ther* no need of anyone *uf!er
ing long with tht* disease, for to
eflect a quick cure it is only neces
sary to rake s taw doses of
Chamberlain's
Colic, Cholera and
Diarrhoea Remedy
In fact. In most cases on* dose Is
euf*aert It never fai's and can be
relied upon In the most severe and
dangeious cases. It is equally val
uable fm children and is the means
of saving the lives of many children
each year.
In the world s history no medicine
has ever met with greater success.
PRICE 250. LARGE SIZE 50e.
n\
CLVRS\
< OfANFRKAGONVENTIGN ,
X KANSAS GTY X
FOUND HIS FOIE
BUT TDLOSE HER
Wealthy Portuguese Pur
sued Fair Girl Over Eu
rope Only to Find Her on
Day She Had Wedded
Another.
PARIS.—A drama of infatuated
love and hopeless search has ended
at Madrid by the suicide of Pedro
Teixeira, a handsome and highly edu
cated Portuguese of great wealth,
l.ast September, when staying at
Mentone, Senor Teixeira saw and fell
In love with a beautiful English girl,
who, In company with her father, sat
at a table next to his In the hotel din
ing room.
He discovered the lady’s name and
by paying slight attentions to her
father tried to get an Introduction;
but the haughty Englishman refused
his advances. For three days the
young Portuguese hud the bliss of
gazing at the fairest face he had ever
seen. Sometimes he fondly Imagined'
that the blue eyes looked at him with
sympathy, but they were quickly:
averted under the father's stern gaze.
Suddenly both parent and child dis
appeared. Inconsolable, but not with
out hope, Senor Teixeira set out to
track the only woman he had ever
loved. He traced the pair to Paris,
That each month in all the best homes in this country, on the
library table, and in every club reading room, you find the
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Tb* publisher* of The Augusta Herald have made a special arrange,
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Th* coet of 12 month*' aubacription to Th# He-ald I* 56.00
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NATIONAL BISCUIT COMPANY
but found that they had left for Lon
don. In London the forlorn Portu
guese sought his beloved In vain. He
searched for her surname in books of
| reference, patrolled the parks and
1 fashionable streets, and even employ
ted a private inquiry agent. While in
j the depths of despair, he discovered
the girl’s address, but an inquiry at
the house learned that she and her
father had left for Canada the day
' before.
Ten days later the still hopeful
love arrived at Quebec. The pair had
left for Montreal. At an hotel In that
city he missed them again by a few
hours. Through a clerk's blunder he
was put upon a wrong scent, and fol
lowed a married couple of similar
| name over the Canadian Pacific rail
way to Vancouver.
Despairing of ever gaining a reward
I for his devotion, Teixeira returned
ito Portugal. But love knows no de-
BESSIE TIFT COLLEGE, FORSYTH, GA.
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Expenses at estimated cost of furnishing the best advantages in each department.
For beautifully illustrated catalogue, address C. H. S JACKSON, President.
MONDAY, JULY 27.
spair, and three months later he was
in London again. His mind was made
up. He resolved to go to his be
loved's house, force his way in if nec
essary and demand her hand.
The morning after his arrival he
drove to the Mayfair house, where
the girl lived. As he alighted from
a hansoki an unexpected sight met his
eyes. A carriage was drawn up and
a gaping crowd stood with their eyes
fixed on the open door. The lover's
in art sank, and not without cause. A
moment later leaning upon her fath
er’s arm decked in bridal array and
orange blossoms, a vision of loveli
ness, there came from the hall the
maiden whom he had sought so long
and lost at last. For a second their
eyes met. The girl turned pale, and
appeared to stagger. But with a
proud look she recovered herself and
entered the carriage.