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DOVGLASVILLE, DOUGLAS COUNTY. GA.. Apr. 13, 1917.
No. So
The Truth About Adver-
vertising
Lois mills
Every newspaper man has met
the business man who asserts:
"I never advertise unless I have
some rare special bargain to
offer.”
Well, let’s see.
Yoji say you must have some
rare bargain to offer, But, hav
ing that bargain, WHY do you
advertise? Is it' merely to sell
the special article? And do you,
in your heart, realize that you
can’t sell it without advertising?
And again, WHY do ycu want to
sell it? Is it because there is
profit for you in the sale? If so,
it can’t be such a bargain.
Now just be frank and admit
that your “great bargain” is
itself noting but an ADVER
TISEMENT.
Let us look at the matter in
this way: Suppose you are a
c'othing merchant. You pick up
a job lot of suits that you get at
a real sacrifi e. You find that by
eliminating most of your legiti
mate profit you can sell those
suits tor about what your com
petitor can buy them for. This
you do, and the goods are sold
with a rush. But if you knew
that none of those customers
would buy anything b at the suits,
would you offer them in this
way? NOT ON YOUR I.IFE!
They would stay in your store
until you sold them at tne regu
lar figures The truth is, you
made of them a leader by which
you hope to benefit in other lines
and in future dealings,
To sum up the matter, you
have-carried-TWO ads—one, the
sacrifice of your legitimate piofit
on a lucky purchase: the olher,
the advertising fn order to sell
your regular lin-*. And for
WHAT? Frankly, to attract an
indirect custom in all lines, from
which you hope to benefit.
And you were correct in your
judgement, so far as the One in
stance is concerned. But you
are DEAD WRONG in limiting
your advertising to such in
stances. You admit that, after
counting the cost of the ads and
the sacrifice of profits, you have
cleared scarcely nothing on the
bargain suits, and.that your only
hope of profit lies in the adver
tisement your business has re
ceived.
The plain truth is, no merch
ant would think of advertising
special or bargain lines if he
knew that his customers would
confine their purchases to these
lines. It is the indirect adver
tising by which he hopes really
to benefit. And this is the secret
of all advertising that is success
ful. The live wire business man
is constantly on the alert to get
his wares to public notice. A
drive in one line is always uti
lized to attract attention to other
lines, and the procees forms, as
it were, an endless chain of in
terlocking causes and effects.*
And, just as no merchant ex
pects to reap his full profits on
any one line'of bargains, just so
no shrewd business man expects
to reap the full returns in a
single instance from any line of
advertising. It is only through
the cumulative effects of persis
tent advertising that he hopes
to—and does—’benefit. An ad
today may develop results months
hence and in. altogether different
lines. In fact, this is frequent
ly the case.
The business world furnishes
multitudes of instances were
President M. E. Geer is on a
visit' to his sons, Charles and
William, in Greenville, S. C.
Born Sunday to Mr. £nd Mrs.'
Geo. Bailey a son. More war
material. '
We had a flag raising Saturday
afternoon. After a very patri
otic addressbyL. C. Upshaw, and
to the strains of the “S*ar Span
gled ^Banner” Old Glory was
thrown to the bre ze from a flag
pole erected on the tower of the
mill. Those present from town
were: ftlayor V. R. Smith, Z. T.
Dake and others. After the flag
raising, President M. E. Geer
announced that a bonas of 5%
would be paid all employes from
Jan. lit to April 1st. This an
nouncement was greeted with
loud and prolonged applauses.
The annual Easter egg hunt
was carried out at the park Sat-,
aiternoon. About 1500 eggs
were hidden. All enjoyed the
occasion very much,
It looks very much like we will
have to be fighting pretty soon.
We are awful busy fighting old
man High Cost of Living, but if
dur President needs us to fight
Uermans we will gladly go and
give them the best we have got.
Every mtyn ought to be glad he
is an American citizen and stand
by ou!r President, Woodrow Wil
son, the greatest man in America
siniM*- George JVashingt
don’t want to go to waiv
Sherman said ’twas H—, and we
believe every word he said, for
others the same story tell,
Some men think they are full of pa
triotism
When they are only full of prunes.
We are not yearning to fight any one,
Germany, France, or African coons.
We love this land of the U. S. A. -
And would defend her v, ith our lives,
But we love peace more than war,
Our children and onr wives.
Highway Meeting Friday
Night.
President W. W. Heaton, of
the Georgia Division of the Bank-
head Highway, has written Vice
Pres. V. R. Smith, urging a meet
ing this week to get ready for
the Birmingham meeting April
19th. Mr. Heaton says:
"It is now more essential than,
ever that we put forth every ef
fort possible between this and
the 19th instant when the Bank-
head Highway Association will
hold meeting in Birmingham, to
get our people aroused so that
our showing at that meeting will
be indeed a goo i one. To say
that we want this highway is ex
pressing it mildly. We mu§t
have it. snd to get it. we must
leave no stone unturned. I would
like to suggest that you hold a
public meeting in your town, in
viting a full attendance of your
business people and farmers all
around to atte. d same, to get
them aroused and increase your
membership largely in order that
you may be entitled to a large
number of delegates to go to
Birmingham.
It has been suggested that we
have the delegates to go over on
the 18tn in automobiles to be
appropriately decorated that we
may take part in the parade in
Birmingham on the 19th. We
would like to go in a body. For
E. M. Peterson Burriei
Here
E M. Peterson, a traveling
salesman, died at his home at
Aiaxandria, La., Saturday, from
an accidental discharge of his
revolver.
Mr. Peterson was a son-in-law
of Mrs. M. E. Ward of this
plaice, end his remains were
brought Here for interment.
The funeral was held Tuesday
morning at the residence of Mrs.
Ward an 1 the services were con
ducted by Dr, J. T. Gibson,
He was a Mason and the local
lodge burned him with their
beautiful ritualistic ceremonies.
His wife, Mrs. Lillie May
Peterson, his brother and w ’fe,
Mr. and Mrs. T. J, Peterson of
Jacksonville, Fla., his brother
and mother of North Carolina,
Mrs, Sarah Morris of Dublin,
and Dr. James Ward of Cordele,
were among those from a dis-
tince attending the funeral.
The Sentinel joins the comunity
OUR DUTY TO
OUR COUNTRY
Now,that we have taken the
plunge, there is but one thing for
a loyal cit : zen of this country to
do—stand firmly by his country.
The man who does otherwise is
not true either to himself or to
the land that Shelters, feeds and
clothes him.
There were many who honestly-
thought we should not go to war
with Germany, but a great ma
jority of the people, including:
our President and Congress,
thought otherwise, but now that
war actually exists, with our
armies hurrying into the field;
with our navy making prepara
tions to sweep the sees; with our
young men rushing to the colors,
there can be but one path for us
to tread—absolute loyalty to our
Country, We must Support it
with every drop of blood and
in extending sympathy to the ev6ry , ent of our wealtW- The
bereaved family.
Ralph
Let us hope forpeace of the permanent
kind,
And prosperity over all this land.
And when old Gabrial has sounded taps
Let all nations join the band.
-W. Hy. C.
Rica
Temple fall in line on to Bremen;
Wnco, Tallapovqa a.„r Uofl-i'a as
well.
It is our purpose to hold a pub
lic meeting at Tallapoosa tomor
row evening at 2 o’clock, when
we will have many farmers pres
ent and expect to arouse public
interest materially.”
In response, Mr. Smith has
called a meeting for Friday, night
at the Conrt House and wants
every citizen of Douglas County,
who is interested in the highway,
to be present.
Good , Citizen Answers
Summons
Squire J. W. Whitley, one of
Douglas county’s most substan
tial citizens and a man held in
high esteem, died of Pneumonia
at his home in the eastern part
of the county last Saturday.
He was a member of the Bap
tist church at County Line and
the funeral was held there Sun
day afternoon by Rev. S. T. Gil
land.
Mr. Whitley leaves a wife,
three sons and four daughters
and a host of friends and rela
tives to mourn his death.
The Sentinel extends sympathy
to the bereaved family.
Lois
1430
99
seemingly profitless advertising
has developed results long after
the advertiser had forgotten the
circumstance,
This is a basic troth that is
recognized by all of the masters
af advertising. Not one of these
expects any one concrete case to
return a due proportion of profits.
He does, however, expect the
cumulative effects to build up a
cuBtom that shall not only recom
pense for all of his outlays, but
add substantial profits over and
above all.
And NOT ONE of them would
Quarterly Repot t
MillS. S.
Mr. Z. T. Dake:
City: Dear Sir: I am enclos
ing you our quarterly ieport,
which if you think best, you may
insert in your paper.
Total Attendence
No, Officers and Teachers
Average Attendence of
Teachers
Average Attendence of
School
No. Visitors During Quarter
Total Average During Quar
ter 130
Cash on hand beginning of
quarter $ 3.65
Collection for quarter 63.95
Average collection per
Sunday
Expense of School
Cash on hand with litature
bought for 2nd quar
ter $24.28
J. F. Long, Supt.
A. F. Hunnicut.tSecty-Treas.
5.82
43.32
Subscription Honor Roll.
The following have paid sub
scriptions since last issue:
R. C. Morris, Douglasville
J.F. Long, “
W. P. Webb, Rt 4
Well, farming seems to be a
thing of <he past.
Easter broaght a cold snap.
S, A. Carver has just finished
a nice barn.
J. G. Mozley has the material
is new dwelling.
Mrs. T. M._Dalrymp'e
pent Sunday night
with Mr. and^Mrs. Wr T. W
baths >
A. M. Bowden and wife, C, M.
Hendrix and wife and C C. Hen
drix and wife were the guests of
Mr. and Mrs. E. Y. Hend ix Sun
day.
Misses Willie and Nellie Moz
ley spent a few days at. Austell
with their sister, Mrs. Buddy
Strickland, last week.
Mr. and Mrs. A. M. Howell
were in Atlanta this week.
Mr. J. M. Whitley died at his
h. me Saturday, after an illness
of ten days with pneumonia.
He leaves a wife, 3 sons, J. B.,
Evan and Roman Whitley, and 4
daughters, Lilia Lackey of Pow
der Springs, Mrs. A. T. Tucker,
Mrs. T. B. Roberts and Miss
Bertha Whitley of this county.
Mr. Whitley was a good citizen,
a good neighbor, a good kusband
and father and was a member of
the Baptist church at County
Line. He was hurried Sunday
at 4 o’clock, Rev. S. T. Gilland
conducting the funeral services.
He will be greatly missed, and
we extend our sympathy to the
bereaved family.
W. T. Williams and wife, H
W. James and J. G. Mozley
spent the first Sunday with Mr,
and Mrs. J. B. Baggett near
Dallas.
Aunt Hilda Diggs is the guest
of Mr. and Mrs. J E. Renfroe
at this time.
Miss Emma Hendrix returned
Sunday from an extended visit
to her sister, Mrs. A, M. Bow
den, near Pisgah,
Attention Odd Fellows
Next Monday night there will
-be work in the Initiatory Degree,
and representatives to the Grand
advertise did he not KNOW that Lodge will be chosen. Every
such would be the result.
jbody
come.
sword has been drawn and will
never be sheathed until victory
is complete and our enemy is no
longer able to do us harm.
Every man who is acceptable
and has no one solely depending
on him for sustainance, should
immediatelyoff4r his services’ to
his country.
Government officials have
voiced a strong plea to the farm
ers of the country to cultivate to
the limit, tOjthe end that we may
6 he hampered by a shortage
ir, food supplies. Ti e manufac
turing interests of the country
will supply the vast quantities of
arms, ammunation and equip
ment needed—and most all the
large plants have been tendered
to the government, But food
does not grow where no seed has
been planted, and without, food
no army can fight or exist.
Therefore we urge the people
of THIS COUNTY- to arise to
the occasion and produce every
ounce of food stuffs that is with
in our power. It should not te
necessary to ship any flour,
meat or feed into this county.
Every pound of it should be
grown right here, and let us
WARN you that if you have to
buy it next year it will be at ant
enormous price. While we may
not all serve in the ranks, we can,
demonstrate our loyalty, and de
votion to our country by an in
creased production of food sup
plies,
Let us not have an acre that is
not under cultivation or in pas
ture. Let us not even have a
back yard or vacant lot that is
not producing something. Pa
triotism lies here just as strongly
as it does on ihe battle, line.
Lard of Thanks
We wish to express our deepest
thanks to all our friends who
have shown us so many kind
nesses and who have given us
assistance in any way since we
were burned out on March" 31st.
May God bless you, and if at
any time we can render a service
to anv of you, may you call on us.
Mr. and Mrs. H. V. Johnston.
Flag Raising
On last Saturday afternoon
Li.is Cotton Mill, with appro-
pirate ceremonies, had a flag
raising. At one o’clock almost
the entire population of the vil
lage assembled at the Miil to wit
ness the unfurling of Old Glory
to the breeze.
Hon. L. C. Upshaw, in a short
but elequent speech, commend
ing the patriotic act, addressed
the crowd from the roof of the
Mill.
President M. E. Geer also'
spoke appropriately and an
nounced the purpose of the man
agement to help the operatives
with the high cost of living by
paying a bonus to each employee
of 8%
After the flag raising exer
cises, the annual Easter egg
hunt was enjoyed by the children,
The Geer Concert Band furnished
music for the occasion.