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The Power of Advertising.
The Loll about Club had its weekly meet
ing ou the old bench under the big tree at
the end of the sidewalk. The weather had
moderated to such an extent that, instead of
meeting around the fire-place of a warm
room, they had changed to the old summer
headquarters again.
Jim Sikes, who is generally expected to
be the spokesman for tne party, brought
them to their feet with the remark:
“Boys, we have discussed so many new
things, keeping not only apace, but ahead
of the age, to such an extent, that I move
we make a change in the programme, and,
instead of touching on any new topic, we
give an old chestnut.”
“Good,” was the general remark, “that’s
a first-rate variation.”
“Then it is agreed,” said Jim, “so some
of you fellows begin.”
“All right,” said Bob Me Donner, “here’s
the best one out —the Sidetrack is the finest
railroad in America; and more fully meets
the requirements of the public than any oth
er one.”
“Oh, pshaw!” said Jim, “that’s too plain.
There isn’t any sort of room for dispute on
that subject.”
“No,” said Charlie Dobbs, “let’s take
something that we can get up a discussion
on.”
“Well, Jim,” said Bob, “you’ve got some
thing or other running in your head that’s
better than any of us have, so out with it.”
“All right,” said Jim, “let’s throw it down
on the table.”
“You mean on the sidewalk,” said Bob.
“Well, I’ll throw down on the sidewalk
the old chestnut that ‘advertising pays.’ In
other words, that the judicious expenditure
of printer’s ink is bound to reward the fel
low that has common sense enough to make
that expenditure.”
“Good!” came from all sides, “you have
got it exactly.”
“Then,” said Jim, “boys, now each one of
you tell what you know about it.”
“I can give a good one,” said Reuben
Small, “my old aunt Susan has a little dog,
that she’s wonderfully fond of—not a pug
dog, by-the-way, but a rat terrier. One
morning she took a walk down town with
the dog—that is, little Wag-tail followed
her, frisking around here and there. She
went into one or two stores, shopping, then
up to the post-office, and to probably sev
eral other places, and about eleven o’clock
started back home. She got there in good
time, and, happening to think of the dog,
looked around, and he couldn’t be found.
He had turned up missing.”
“No,” said Jim Sykes, “he was missing;
and therefore did not turn up.”
“Well, have it that way then. He was
missing; and had n 4 turned up. She was
greatly worried at his absence and sent a
couple of little darkies out to hunt for him;
but they came back in about an hour, and
said he couldn’t be found. He was too val
uable a dog to lose in that manner, so aunt
Susan immediately wrote out an advertise
ment, and sent it down to the evening paper.
The paper came out with the ‘ad’ in it, and,
at just about dusk, aunt Susan heard a
whining at the door, opened it, and in jump
ed Wag-tail, frisking around her and seem
ing in magnificent glee over being home
again. Aunt Susan was immensely pleased,
and said that she had always heard the say
ing, ‘advertising pays,’ and it had been
demonstrated to her. She went down to
the editor the next morning and told him
about it, and the editor said to her that the
dog had evidently heard somebody reading
the advertisement in his paper, and had
come home himself.”
“Well, that’s a pretty good tale ” said
Bob McDonner, “just enough lie about it to
add a flavor to it. Now, boys, I will give
you one
“I’ve an uncle who has a store on Ala
bama street. He lost one of his clerks —
that is, he didn’t lose him the way your
Aunt Susan lost her dog; but the boy got a
better job. So Uncle wrote out an adver
tisement, and sent it down that night for in
sertion in the morning Constitution, in which
he stated that he wished to hire a clerk.
Uncle is not an early riser; but the next
morning at about half-past six o’clock when
the house-girl came in to make a fire, she
heard the door-bell ring. She went imme
diately, and came back, and woke up Uncle
and told him that a young man had come
and stated that he saw an advertisement to
the effect that Uncle wished to hire a clerk,
and that he wished to apply for the posi
tion.
“Well,” said the latter, in a sort of sleepy
way, “that’s enterprise. I think I will hire
him. Did you ask him in?”
“Yes, sir, I axed him into the parlor.”
Just then the bell rang again.
“Go to the door, Polly, and see who that
is,” said Uncle.
She came back shortly, and said:
“There’s another young man what says
he seen that advertisement in the paper, and
wants to be your clerk.”
“He does, eh,” said Uncle, “well, he and
that other chap, too, are rather in a hurry
about it; but did you ask him in?”
“Yes, sir, I axed him into the parlor.”
“Well, I guess they’ll have a nice time
discussing the matter with each other,” said
Uncle.
Just then the bell rang again.
“Confound it! Go to the door, Polly, and
see what that is. This disturbing me so soon
is getting a little monotonous.”
Polly went, and soon came back with the
remark, “there’s another young man what
wants to get that clerk place, and when I
was a lettin’ him in I seen another one coin
in’ in the gate, and he said he wants to get
it too.”
“Well, they are a little too previous,” said
Uncle, in a tone of decided impatience.
“Just go and tell ’em that 1 don’t hire clerks
before breakfast, and tell ’em to wait till I
go to town.”
The message was sent, and the boys filed
out; but Polly came back and reported that
they had all stopped on the sidewalk in
front of the gate, and were evidently dis
puting who should have the stand nearest
the gate. She added that three others had
joined them already.
“Well; if” they think I’m going to- hire
them on the sidewalk they will find out
that I don’t do any such curb-stone busi
ness,” said Uncle, “but I might as well get
The kennEsaw gazette.
up. I’m already awake. Hurry in break
fast, now, as soon as you get it ready.”
He shortly afterwards ate breakfast, and
in the meantime sent word to the driver to
hitch the horse to the buggy and be ready
to drive out the back gate with him.
After breakfast he slipped out the back
door, got into the buggy, and said to the
driver, “now, go to the store as fast as you
can. Take this side street here.”
Just as they were driving out the gate the
boys from the other street saw them, and
started in a run to overtake them.
“Whip up, Jack,” said Uncle, “don’t let
those scamps be interrupting me here.”
Jack did whip up, and they scooted down
the street like he was driving tandem.
The boys, now about twenty in number,
came after them in a run, each yelling,
“Stop! Stop! Stop ! I want to see you. Hohl
up!”
The chase was pursued at a lively rate,
when a policeman’s attention was directed
to it, and, supposing that Uncle was run
ning away, started across the street to in
tercept him; but Uncle jerked the whip out
of the driver’s hands, and gave the horse
a stinging cut, which bounced him forward
like a bullet, and the policeman had to
jump to one side to keep from being run
over.
The buggy stopped before the store door,
and there were about forty young men on
the sidewalk and in front of the store, and,
as he came in, there was a general chorus
of, “I saw your advertisement, and accept
your terms.”
“Get out of here!” said Uncle, “I don’t
want to hire any clerk.”
“Yes you do, the newspaper has got your
advertisement.”
Uncle then effected a compromise, after
some heated discussion, by proposing that
he put about a hundred white grains of
corn and one red grain in a hat, and that
they all draw out one, and whoever got the
red one was to be the clerk.
This was done as soon as possible, and
then the first duty imposed on the new
clerk was to stand at the door to notify all
new-comers that they were too late, as a
clerk had already been hired.”
“Bully for you,” said Charlie Dobbs,
“that’s a good one, now, Jim, your time
next.”
“Oh, pshaw, boys, I didn’t bring this sub
ject forward for the purpose of adducing all
the examples which prove the rule that
‘advertising pays;’ but merely in order to
give you the exception. In other words, to
show you an advertisement which, although
printed in the Atlanta papers, and repro
duced in the Chicago papers, which two cir
culate all over America, was nevertheless
unsuccessful; that is, it did not get what
the advertisement was intended to accom
plish.”
“Well, what was that advertisement?
You surely don’t mean to say that if it was
printed in the biggest papers in Ameri
ca it failed to find what the advertisement
sought ?”
“Yes, I do mean that very thing,” said
Jim, “it was an advertisement somewhat
similar to the one about Reuben Small’s
aunt’s dog. Something had been lost, or
otherwise mysteriously disappeared, and this
advertisement was for the purpose of find
ing its whereabouts.”
“Well, how did it read?”
“It read this way,” said Jim:
LOST, STRAYED
OR STOLEN.
rpiIAT NASHVILLE TICKET OF-
1 FICE, which was going to strike “the
Sidetrack” “in a vital spot,” and “intercept
the bulk of its business,” (one-thirty-ninth
part of it.)
A Liberal Reward
Will be paid for its return, if lost or strayed,
to headquarters at Knoxville. If stolen, an
additional reward will be paid for the ap
prehension of the thief, with proof sufficient
to convict, and to make him confess that
“Brag is a good dog, but Sweetheart is a
better.”
Apply to Headquarters of the
(«HEAT SYSTEM!’
Now, it is rather strange that, although
a ‘Great System’ had advertised, until it
got all over J merica, that it had established
a ticket office at Nashville, which would
intercept the great bulk of the ‘Sidetrack’s’
business, yet he aforesaid ticket office,
somehow or other, did not turn up; and the
most vigorous seal ch, aided by the most ju
diciously located advertisements, has so far
utterly failed to find the slightest trace of
its whereabouts. This, 1 believe, is almost
the only instance on record of the absolute
failure of advertising; but it is peculiarly
proper that it should be so, because it was
like all the other efforts against the ‘Side
track’ a miserable failure.”
The Mitchell House, Thomasville,
Ga., is one of the finest and best kept
winter resorts in the South. The
Mitchell is reached by through palace
Pullman cars, via the Western & At
lantic Railroad, without change, and
when you get there you will find balmy
air, rest, health and the best of fare.
See cut on 7th page, and schedules on
6th page.
Isn’t it Handsome?
It is not needed that we should invite
the attention of our readers to the inag
nificient full page advertisement of the
Franklin Publishing house; that speaks
for itself.
The Franklin acknowledges no supe
rior in the South, in the extent and com
pleteness of its facilities, in the compre
hensiveness of its equipments, in the va
riety and range of its work, and in the
substantial and line qualities of its pro
ductions. It aims to “lead the Vim,”
and it does it. It was established in
1843 and leads the South in 1887.
In the first place they are State print
ers, and do the work for the great com
monwealth of Georgia. They are law
book publishers, make all kinds of blank
books, and do all kinds of commercial
printing, lithographing, electrotyping,
etc. Their publications are as follows:
The Christian Index, the Southern Cultivator,
The Atlanta Medical and Surgical Journal,
ami Kind Words. These all have large
circulations, which are constantly grow
ing under the enterprising, liberal and
progressive plans of the publishers.
The Index is the oldest Baptist weekly
in the South, and the Cultivator is the
oldest agricultural periodical in the
South. Both stand in the front rank of
their kind, and in fact so do the other
publications.
But the Franklin Publishing House
does not by any means coniine itself to
the work of publishing. It does an im
mense amount of job printing of all kinds,
having twenty two presses in constant
operation. In addition, it has the lar
gest and completes! book bindery in the
South, and turns out an almost incredi
ble amount of work in this line.
In a word, it is a complete publishing
and printing house and bindery. We
take pride in bringing such a house
before its readers, and trust that its pat
ronage may grow as rapidly and steadily
in the future as in the past.
Our railroad friends can find in all this
broad land no house so well prepared to
meet their wants in the printing and
blank-book lines, and we urge them to #
bestow their favors on the Franklin. It
is unquestionably the house for them.
We know whereof we speak.
The Kennesaw Route always ahead.
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