THE AMERICUS WEEKLY T1MES-REC0RDER: FRIDAY, APRIL 10, 1891
How io Advertise.
Tho question of method in advertising
is one having infinite range. The mat
ter is one of the very first importance,
and cannot be too carefully studied. One
thing about it that may be set down as
true is that every man's advertising, in
its language and style, should bo char
acteristic—characteristic of the man.
charm*teristic of his stock, characteris
tic of his commercial position. For
ever)* man has his peculiarities of devel
opment. When he spoakB wo know it is
he, though we may not Ik? looking at
him. and his advertisement should rep
resent him like his voice. He should
put hia experience, his industry, his en
terprise, into his advertising. It is as
tonishing to see how merchants who are
tireless iii their industry—at the store
early and late, close buyers, eager seek
ers after business, quick to embrace op
portunities for enlargement of lir .. and
extension of trade—it is surprising to see
how such business men continue their
advertising in the language of the old
rut, and announce in the same words
and the same typo that did duty for
them years ago that “B. Franklin (or
any other man, the name doesn’t matter)
is still to l>e found at the old stand, with
a choice stock of dry goods, notions,
etc., etc.” (The two etc.’s are indispen
sable in an "ad” of this kind.)
There is another and a better way to do-
If a merchant has any snap, any energy,
in himself, let him show it in his adver
tising. If ho has any bargains in his
store, let him say so. If he has connec
tions which cnablo him to sell better
goods, or the same goods at lower prices,
than anybody else, let him say that; say
it plainly, strongly and in a way that
will carry conviction of truthfulness;
and on the same principle that leads him
to treat visitors to his store ho that they
will call again, let him write his adver
tisement so that his next advertisement
Will be looked for; if you get a person’s
attention once try to hold it. The whole
thing is summed up in this: One should
study advertising as lie does every other
department of his business. Advertis
ing is a science, simple, it is true, as to
its main elements, but requiring more
thought and system than many of our
.business men have been accustomed to
Value of Changing Advertisements.
Picking up an old journal the other
•day l found a statement to the effect
that a certain patent medicine firm had
not (;d that time) changed the wording
•of-its advertisements for thirteen years.
While I am a thorough believer in judi
cious odvi#.sing I doubt if such adver
tising as that would accomplish any
good after a few months of publication
No doubt ninety-nine readers out of n
hundred would throw aside the paper at
sight of the familiar heading with the
exclamation, "The same old story.”
Though publishers may save consider
ably in composition hills by permitting
advertisements to "stand” in their col
umns for a year or more, they must lose
considerable in the-ill effect upon other
would lie advertisers.
it is to the interest of publishers that
their patrons should find that "it pays
to advertise,” and those advertisingcol-
umns are most attentively perused
which uro most frequently changed. A
publisher who allows an advertisement
to stand without change in his columns
for over three months is doing his own
business an absolute harm. Advertise
ments aro being looked upon as news,
and as 6uch they should be fresh and in
teresting. Invite your patrons to make
frequent changes in their announce
ments. It will pay them, and this will
have u reflex action upon your own re
ceipts.—Natioual Publisher and Printer.
Georgii Southeni SFIaridi Ry.
SUWANEE RIVER ROUTE TO FLORIDA,
TnkltiK Effect Mardi 24,1 KOI. Standard Time, 001 li Meridian.
<•<)!Nli Hiij THf: in)i Nti N<iKTHT
A Now Profession.
The writing of advertisements is us-
fmroing the dignity of a profession.
Much of the style of writing is charm
ingly seductive, and withal contains no
little information of a scholarly nature,
as many a reader has discovered after
perusiug a half column with quickening
interest to find m the end how he may
become a Hercules in strength or a
beauty by the use of certain elixirs!
There is more money in the writing of
advertisements than in legitimate liter
ature. Agencies solicit the writing of
advertisements and guarantee appropri
ate illustrations, and the insertion of
same in whatever newspaper or periodi
cal the advertiser may desire. Most of
the celebrated advertisers write their
own notices. "It is only needful to re
peat a thing often enough,” says Goethe,
"and everybody will end by believing
it.”—L. R. McCabe in Chicago Herald.
What is so good an advertisement as
the confidential advice of a woman of
influence? J know nothing which nj>-
proaches it. You can remember a dozen
books which have been made by this
«ort of feminine recommendation. It
sold a hundred thousand copies of Mar
ion Harland’s "Common Sense Cook
Book,” and more copies of "Little Lord
Faunlleroy;” it made The Ladies* Home
Journal, and it makes the fortunes of
baby food people every year. Suppose
your child is ill, and Mrs. Smith tells
your wife that Canteloupe’s food saved
her baby's life, a hundred dollar bill
would not be too much to pay for a box
or bottle of tho food, and so it goes.—
Art in Advertising.
SCHOFIELD’S IRON WORKS,
FOUNDRY A IN I) .MACHINE MIIOI*.
LIPFMAN BKuS., Proprietors,
DrvggUU, Llppmaa’a Blot*, SAVA SHAH, GA.
For solo by the DAVENl’OKT I>KUO
COMPANY, Amorims, Ga.
J. S. SCHOFIELD’S SONS Ar CO., I’rop’rs,
I Manufacturers of Steam Engines, Boilers, Cotton Presses ami General
| Machinery, Cotton Gins, Cane Mills anil Saw Mills. Dealers in Mill ami
Machinists’ Supplies. Special Attention to Repair Work.
i,i&w+--on.o, MACON, GEORGIA.
Is the strongest
in the world.
My wife has lwon afflicted for six yean* with a
fnost dreadful Blood Poison of some kind, cal ed
Eczema by eminent physicians. During this period
she was treated by several specialists. Hus taken
quantities of all the blood purifiers on the market,
without realizing any special benefit. She Is now
using Wooldridge’s Wonderful Cure, a few bottles
of which have inado a complete cure. I unhesitat
ingly recommend It n* the best blood purincr evor
discovered. Yours truly, ^ A. C. SLcQhUhh.
Columbus, Ga., March 23,188P.
WOOLDRIDGE WONDERFUL CURE CO.,
FOIL HALE BY ALL DRUGGISTS
Probably no book has ever appeared in America which has
: received such universal, uniform and unanimous praise from
; both the secular and religious press in all parts of the coun
try. At last accounts over 107,000 copies had been sold in
j London, England. This book retails at 25c., but
ALLISON & AYCOCK.
The Lamar St. Book Dealers and Stationers have about fifty
copies on hand that they will sell at 15c per copy. Call and
| get one before they are all gone.
Health is Wealth!
Dr. E. C. Wkht’h Nf.rve and Brain Treat
ment, a guaranteed specific for Hysteria, Dizzi
ness. Convulsions, Fits, Nervous Neuralgia,
Headache, Nervous Prostration caused by the
use of alcohol or tobacco, Wakefulness, Mental
Depression, Softening of the Brain, resulting in
insanity and leading to misery, decay and death,
Premature Old Age, Barrenness, Los* of Power
in either sex. Involuntary Losses and Sperma
torrhoea, caused by over-exertion of the brain,
self-abuse or over-indulgence. Each box con
tains one month's treatment. Si .00 per box, or
six boxes for $5.00, sent by mail, prepaid, on re
ceipt of price.
XVK GUARANTEE SIX BOXES
To cure any case. With each order received by
us tor six boxes, accompanied with $5.00, we
will send tin* purchaser our written guarantee to
refund the mouev if the treatment does not ef
fect a cure. Guarantees issued only by
THE DAVENPORT DRUG Sole Agts.,^
The Bank Failed
To lend its money, but
(lail’s coni Syrup
B. I I. JOSSEY,
The Leading Dealer in
Fine Wines, Whiskies and Brandies.
My Htock is now complete, consisting of tho finest Whiskies, Brandies,
Wines, Kum, Etc.
Sole Agent for tho Celebrated “OLD GUM SPRING” Kentucky Whisky.
Imported Goods a Specialty.
§5if'Call on me for Christmas Goods.
13. 11. JOSSEY, ... 431 Cotton Avenue
FIRE AND LIFE INSURANCE
REPRESENTING THE SAFESTAXD STRONGEST COMPANIES IN TIIHJWURLD.
Insurance placed on City and Country Property.
Office on Jackson Street, noxt door below Mayor’s Office,
Contractor and Builder,
outline woRW mas/sourone one
D?HAiifES GOLDEN SPECIFIC
ire arriving every
cuts a large paper;
Remember they aro only 2'
no need monopoly in Amei......
. No more headache. Antimgrano cures it in a
few minutes. The genuine sold at Hall s DrnJi
Store. 1-13-to apri
Is prepared to take contracts for buildings of
With large ex per
guarantee as good v
Inaide finishing a specialty, in hard woods
AH latest designs. Samples can he had on up
Call at J. It. Dunn's store, on Lamar stu ♦,
Americus, (ia. dec!7-3ni
His It iso.
He bought a brand new pair of shoes,
He thought h*'d get seine spats;
He then discovered that he lacked
The latest thing in hats
He bought oue. Then his trouser* bagged;
He ordered two new pair,
Ahd then, strange fact! he noticed that
His coat was quite threadbare.
He bought another. Then he saw
Some waistcoats. Just the thing!
He had to get some tie* to match;
He bought a diamond ring
He joined three clubs. lie bought a horse,
Then changed it for a team;
He bought a Failing yacht at first.
And then moved up to steam.
He bought these things, and many more.
This man *0 great and wise;
Per during hm career he had
The sense to advertise.
—Tom Mmbod In Clothier and Furnisher.
A guaranteed Cur*’ for Piles of whatever
kindordegroo—1/ ariml, Internal, Blind
or Bleeding, Itchii g, Chronic, Recent or
Hereditary. $1.00 i box; 6 boxes, $6.00. j
Sent by mail, prepaid, on receipt of price.
Wo guarantee to * tro any case of Filed.
Guaranteed and sol. only by
THE DAVKN.’ORT DRUG CO.,
Wholesale a.id Retail Druggists.
Americus, <ia. !
Samples free. fei>21-d«&wlyr
A Certain Care for Dyspepsia.'
There is perhaps no disease so prevalent as
Dyspepsia and indigestion, and one too, that up
to the present time lias battled the skill of the ■
most eminent physicians. Two-thirds of the
chronic diseases have their origin In Dyspepsia.
The symptoms are loss of apatite, loss of flesh,
a feeling of fulness or weight in the stomach,
occasionally nansea and vomltirg,acidity, flatu
lence, dull pain in the head, with a sensation of
heaviness or giddiness, irregularity of iniwels,
low spirits, sleeplessness, sallow skin, derange
ment of kidneys, and not unf~"*nuently palpita
tion of the heart. If you are suttering with anv
of these symptoms I)r. Holt’s Dyspeptic Elixir
will cure you. Prepared only by
Dr. Holt's Dyspeptic Elixir Company, , rain
Caveats, and Trnde-Marks obtained, and all Pat
ent business conducted for Moderate Fees.
Our Office is Opposite U. S. Patent Office.
n secure patent in less time than those
wing or photo., with deserip-
«end model, di „
tion. We advise. If patentable or not. free of
chi-sge. Our fee not due till patent is secured.
A Parruhlct. ‘‘How to Obtain Patents." with
names (factual clients In your State, countv, or
town, rent free. Address.'
C. A. SNOW & CO.
Opposite Patent Office, Washington, D. C.
For Kale by file DAVENPORT DRUG
COMPANY, Americus, Ga.
‘THE BEST KNOWN REMEDY
"H.G.C.” Cures Gonorhtvn and
I Gleet In 1 to A l>nys, without Pain.
Prevents Stricture. Contains no
acrid or poisonous substances, and
Is guaranteed absolutely harmless,
prescribed by physicians. Itest Sy*
ring*free with ouch bottle. Price $1
Hold by druggists. Bswnre of Sub.
Solti in Americus by Cook’s Pharmacy,
E. J. Kldritlge, Fleetwood & Russell, J.
K. Hall and Davenport Drug Company.
$500 Reward !
WE will par the above reward for any ea«e of l.iver
Complaint, IiyppepiUa,Sick Headache, Indigestion, Con
stipation or t’o-t-.venewi we cannot cure witL West’s
Vegetable Liter 1*1 lr, when the directions are strictly
complied with They are purely Vegetable, and
containing SH’lII*. i
and Imitations. Th
IiiE JOHN C. WES ’ COMPANY, CHICAGO. ILL
Sold by THK D WENPORT DRUG CO.,
feb'.U-tLSwlyr Americus, Ga.
We invite an inspection of the most select stock of
Notions, Shoes and Hats
Onr stock is replete in novelties. We keep the latest
and most correct styles, in Novelty Suits, Silks, Grenadines,
China Silks, Batiste, Henriettas, Tamise, Embroidered
Flounciugs, Black and White all over Embroidery, Lace
Nettings, Lace Flouneings, Tissue ’D Inde, Persian Mull,
Silk Mull, Indian and Egyptian Divinity, etc.
We won’t particularalize further, but ask the ladies to
come and see.
Our Goods are New and Fresh!
We Keep the Latest Styles !
We propose to be the the leaders of the Dry Goods business
We propose to keep the latest styles.
We propose to be the leaders of low prices.
We propose to give the best goods for the least money.
We propose to keep no shoddy goods.
We propose to give good goods for good money.
Our motto is SMALL PROFITS AND QUICK SALES.
We are strictly a Oue Price House.
We will give 3-011 prices never seen before in Americus.
Conig and See ! .Send for Samples !
Fine Dress Goods a Specialty.
BEALL & OAKLEY.
Capital and Experience
-s^trength - and. - Necurity;-
I represent tho following Insurance Companies, which are among tho
best in tho business :
WESTCHESTER of New York, NATIONAL of Hartford,
UNITED UNDERWRITERS, of Atlanta, NIAGARA of New York,
LONDON and LANCASHIRE, Liverpool, PENNSYLVANIA, Phila.
AMERICAN ACCIDENT, of Louisville.
I will be pleased to carry some tit yuur Insurance.
<i e „ur Hank of Sumter Building.
Sew ill Men, Attention I
Are you in need of machinery of any description? If ro, write us your wants,
stating just what you desire and wo will make you low prices. Our special busi
ness is heavy machinery such as
ENGINES, BOILERS, SAW MILLS, AND WOOD-WORIING MACHINERY,
and for first-class machinery, we defy competition. We are general agents for
II. B. SMITH MACHINE CO.’S celebrated Wood-working machines, and can dis
count factory prices. Be sure to write for circular of “Farmers’ Favorite” saw
mill; it is the best on the market. Second-hand machinery constantly on hand.
Write for prices and see if we cannot save you money.
Perkins Machinery Company,
67 SOOTH BROAD STREET,
Mention The Times When Yon Write.
j u ne24-d&w 1 year
•J. 1*. MeVEY, proprotor*
Manufacturer of Every Variety of Saws and dealer
SAW MILL SUPPLIES. Bjiecial attention given
to Repairing. Agent for W. L. Power A
Wood Working Machinery.
Large and Well Selected Stock ready for ship® ent
Price* low. Liberal term*. Write for catalogue.
DeLoach Mill Manufacturing Co.
MANUFACTURE US OF TnK
DeLOACH SAW MILLS, GRITS MILLS,
ATLANTA, : :