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j J H Jfctarlj ?4anti7 ¥oL~Xll, 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.