Newspaper Page Text
TUESDAY, SEPT. 22.
ADVERTISING A NATURAL LAW
■ I'hat Nature Teaches About it—Tell the Truth in
I Advertisements, but Make ’Em Interesting
I / *« T VAPID GROWTH OF BUSINESS BY MAIL
Bi'ourt Review for Postal Rulings—Good Advertising
I Worth All It Costs —Co- operation Between Ad
■ vertisers and Advertising Agents.
I The evolution of knowledge ever
I le»s the recognition ot law.
■ ’rora the solar sygtems o{ the unl-
B Se down to the lons, atoms and
B lecules of this little earth, behold
B j‘ reign of law; Not only the inan-
B Wte, but life itself In all Its manl-
B tatlons, Is governed by the law of
B ture. Thus matter and spirit,
B ly and mind and soul, life and
B tth, action and reaction, vibration
B I pressure, energy—ln the last
B pysls, all are governed by one Su
■ W Intelligence, or law or being.
■ | The heavens declare the glory of
I and the firmament showeth His
I tiwork." That is to say. all Na-
I advertises all the time.
B nis sublime newspaper has no
I ferred positions—to those who
■ lerstands Nature's language and 11-
B orations. the beautiful characters
B,: the diatom advertise their mean-
I k equally with the glacial scars
I ion the boldtest mountain top.
I jKaeh hour, nay, every minute, pre
■ *nts a new edition of Nature’s pages
■lvery line therein advertises Its ap-
I ieal. Each advertisement is embel-
I Ished in multi-color or sundry tones,
I ind is set forth in unique design—tnt
I >reat Artist never makes two things 1
■ ixactly alike—some beautiful, others!
■ ;rand, or wonderful, or terrible, but
I lways striking, always original, and;
■ ilways for an unerring purpose.
V The only sheet tnat fully meets the |
■advertising department’s Ideal of "all
■hdvs all the time." is the Book of
■Nature! It requires no “pure reading
■to carry the advs;’’ it is not excluded
■from the universal mails because it
l\s "all advs." The advertisements of
■ sDtur e do not masquerade as reading
■ fatter—the Great Editor is such be-
I Vise he is a great advertiser. There
I no conflict of opinion or authority
I Hween the editor and advertiser in
I! -iture's magazine—they co-operats
I , closely that they become as one in
I ‘fir efforts to make the book pay—
I it is, to serve the president of the
I Averse.
I 1 The flower advertises its beauty to
I ,'ttract the insect that carries the pol
llen which fertilizes it. The Very
■ bloom on fruit is an advertisement for
a specific purpose. I,ik e plants, ani
mals and insects advertise to the
opposite sex, primarily for reproduc
tlru. The lower forms of life repro
duce by division in response to
Nature's impluse or advertisement.
Tell the Truth in Advertlelng.
Nothing is more widely advertised
ihan right and wrong The world
teems with humans whose very exis
fence Is a scarehead advertisement
that all others should avoid their sins.
The happiness and health, content
ment anil satisfaction, that come to
those who have overcome the nega
tive influences with positive forces,
are likewise advertised in the pages
of the living and the dead. Your
headache advertises an abuse, usual
ly of tho alimentary tract, which !«
best answered, not by drugs, but by
common sense ii diet and life The
world is full of advs against igno
ranee—flaring signboards that point
the path to knowledge and truth.
9o It is that the advertiser must
tarn the good will of his clients. It
jannot be bought. It is the most
precious asset of any advertiser -this
good will or confdence toward him' nr
fhlr, goods entertained by the public.
No one bu> himself can permanently
rob an advertiser of his good will,
lust as only the individual can really
•estroy his own character.
1 Advertisers and advertising agents
jre realizing this fact more and
store. Fake schemes and get-rich
julck devices no longer "pull" as
jtey did formerly. It Is straight, hon
l*t, legitimate methods, intelligently
dvertised and persisted in, that
oring the surest and steadiest re
urns. that establish a business which
till endure.
"Do As You Would Be Done By”
s the golden rule of modern adver
tising. It is being mere widely prac
llced and is making more converts to-
Jay than in all the centuries since
doctrine was originated by the
earliest wise men or advertised by
the Nazarene. Why? Because it pays
I—pays in cash, happiness, self-satis
faction.
The cleaning up In the character of
advertising admitted by the more rep
utable papers, which has been a feat
ure of the business during the past
few years, is really but a part of the
whole modern movement toward a
higher moral standard In business
matters, in public affairs and in pri
vate life.
The agricultural press many years
ago led off in establishing the prin
ciple that only reliable advertisements
should be admitted. Orange Judd in
stituted the idea in the American
Agriculturist more than fifty years
ago, was later warmly seconded by
the good Wllmer Atkinson in the
Farm Journal, and In more recent
years, a number of other agricultu
ral papers have imitated these eicel
lent examples.
A still further step was taken a
few years ago when the Orange Judd
weeklies, Including Orange Judd
Fsrmer of Chicago, American Agri
rulturlst of New York and The N*w
England Homestead of Springfield
en.Vuded medical advertising In
ff, s I believe these are the only ag
rlrWural weeklies that do not carry
ionic form of medical advertising, and
so far as I know, there are less than >
MEET ME AT HICKEY’S
Where You Get the Best Work by the Best Workmen.
Remember the place, 221 Eighth Street.
HICKEY’S BARBEE SHOP.
l half a dozen agricultural periodicals
that now decline medical advertising,
this number including the Breeders'
Gazette and th e Farm Journal.
Reputable Advertisers Should En
courage This Tendency.
It takes nerve and costs money to
; axclude not only medical advertising,
but the raft of other advertising,
which by many is considered legiti
mate, but which, according to our
code. Is more or less objectionable. I
know that the Orange Judd weeklies.
Including also the semi-monthly
Farm and Home, and the magazine
Good Housekeeping, issued by the
Phelps Publishing Co., sacrifice over
SIOO,OOO cash each year by refusing
medical advertising and other objec
tionable business.
Sometime it would seem that le
gitimate advertisers do not fully real
ize such sacrifice. On the whole,
hewever, I am satisfied that there is
a great and growing appreciation
among legitimate advertisers of the
fact that periodicals which exclude
medical and other objectionable ad
vertising ar e pretty sure to yield
larger returns than papers which are
not so careful in this respect. It must
| be admitted, however, that in some
, cases papers that admit all kinds of
medical and other low class of busi-
I ness sometimes yield good returns to
i legitimate advertisers, but careful in
| quiry in several instances has shown
that such returns are generally ep
hemeral,
Even the Mall Order Journal*,
have felt the impulse of progress.
Some of them have long been a dis
grace to journalism and a fraud upon
the postoffice. The few- that survive
the government's present drastic ef
forts to bring this class of papers
Into a legitimate province will reap
the reward that merit inevitably wins.
The present federal censorship of
the press, through the postoffice de
partment, has simply hastened the
advance of a movement that was al
ready well under w-ay; for improve
ment In appearance, in advertising,
in methods of doing business, were
already inaugurated by the Press in
general, and the mail order periodi
cals in particular.
In spite of the monopoly of the ex
press companies and other enemies of
the postal service, in spite even of
tile conservatism and red tape that
still retards som e features of the post
office department, it may be laid
down her e as a mighty truth that
Doing Business By Mail
is just in its Infancy. The dealing
of producer directly with consumer
has only begun. Farm and factory
-vH: supply the warns of consumer di
leot in greater and greater vohimo.
Co-operation between the pa'rons
of ioeti stores and the factories which
suply stores, reorganization of old or
present methods in trade, the substi
tution of cish dealing for long time
credits, electric railway and tele
phone, better postal service and rural
delivery, the motor post-coach for
providing rural communities with
conveniences of mail, express and pas
songer trnnaportaslon as rapidly as
good roads warrant this Innovation,
the wonderful revolution in education
whereby the public schools will tend
o direct our youth back to the land
instead of away from it, the marvi
ions power of advertising when rightly
done—all these considerations will
eventually foster a devclopement of
the post office to an extent not yet
even dreamed of. This implies a
Union Of Town and Country
a more even distribution of oppor
tunity and of wraith, that will ci far
to insure America against the evils
which inevitably beset a people who
forsake the land for the city. N >
poet has spoken more truly than
Goldsmith s lines.
"11l fares the land to hastening ills a
prey.
Where wealth accumulates and men
decay."
The promotion of rural life now in
augurated is prognant. with vast poe
sibiilties for local industries and local
trade, as well foi general traffic
and direct sales by mail. These pos
siblllties will be realized according as
advertisers, press and post office d
partment develop.
Press and Post Office
F.dltor, advertiser, manufacturer,
merchant, post office, am indissoluble
• inked for economic good or 111.
Above all economic or business con
siderations, however, loom both tip
freedom of the press and the duty of
the press, as the theat-anchor of this
republic. The press It now aroused
to the responsibl e. There is less
editorial servility to selfish Interests
or to those In political or financial
power.
Tbe abolition of the free pass on
interstate railroads has done some
ihlng for the freedom of the press
It has emphasized the sharp iin- be
tween editorial columns and adver
tialng space. U the editor par for'
his transportation, or whatever els
he needs, lei the railroad pay for It
advertising Just as merchants an 1
manufacturers pay for their idvertls
ing,
Make Advertising Attractive.
Now while advertisements should
therefore tell the truth, while adver
tlaer* and the press should co-operate
to insure a square deal for their
patrons, remember this; That to
make advertising effective 1* must h-
Interes-lng and attractive. See how
Nature advertises the Illy, how she
exaggerates and emphasizes the beau
ULCERS FORMED
ON BOTHANKLES
As Big as Half Dollars—Followed
Attack of VaricQse Veins- Would
Lie in Misery Almost All Night-
Cried with the Terrible Pain.
HIS CURE RESULTED
FROM USING CUTICURA
"I had varicose veins and was in the
hospital three weftks. After I was dis
charged big ulcere broke out on my
ankles. I got some of tho ointment
which they hud given me but It did not
do me one bit of good. They kept
rtting worse instead of bettor and really
could just manage to get along. 1
had places broken out as nig as a half
dollar and I used to lie in misery almost
all night long and would cry with the
pains, which were something terrible.
When I got up I would have to sit in
two chairs in order to rest my ankles.
My sister advised me to try the Cuti
cura Kemediee. I washed my ankles
with hot water and Cuticura Soap and
applied the Cuticura Ointment and 1
had instant relief the first time I used
them. Now lam very glad to say that
my ulcers are all healed up and I can
walk as well as anybody. Robt. E. L.
Oliver, 3438 Cedar Ave., Hampden,
Baltimore, Md., Jan. 11 and 18, 1908."
winFrashes
And Irritations of the skin
Soothed by Cuticura.
Warm baths with Cuticura Soap and
gentle application! of Cuticura Obit
err; ~ rr roent, the great, Skin
rTfr*'"- Cure, instantly relieve
Pand point to a speedy
cure of the rashes,
itchings, irritations, in
flammations, ohaflngs,
lameness and soreness
incidental to outdoor
exercise. For preserv
ing, purifying and beau
tifying the skin, scalp,
hair and hands, for sanative antiseptic
cleansing, for baby rashes, itchings and
chafiog*. well as for eczemas, humors,
pimples, blackheads and other torturing,
disfiguring affections of the skin, CutT
cura Soap and Ointment are priceless.
Cnraplste Kxtornai and Interna! Treatment for
Even' Tlumor of Infante, Children, and Adult* con
stat aof Cuticura Hoap (25cj to Cloanae the Bktn.
Cuticura Ointment iMc ) to H«al the Skin, and Cutl
cura Hcaoivent (50c ), (or In tho fpnn of Chocolate
Coated Cilia. 2ftc, per vial of 00) to Purify the Blood
Bold throughout the world Potter Drug A, Chem
torp.. Hole Propa.. Hear on. Mast
equalled Free. Cuticura Book on Skta Dtaeaara.
PRIMARIES IN NEBRASKA.
LINCOLN, Neb.—The slate conven
tions of all the national parties were
held at noon today. Under the state
primary law the only business is to
adopt platforms and annouml.- new
state committees.
Distilled water. The purest water
on the market, at 4c per gallon, de
livered. Interstate Ice and Fuel Co.
The Coal you will enventuully buy
for your home Is Clinchfield —the
Coal of Quality.
ty of the flower, how wondrously she
fashions and Illuminates petal and
ovary, how interesting Nature makes
her advs. Yet Nature does not over
■xaggerate; she does not mislead Un
knowing—she simply advertises in a
manner necessary to attain results
and to pave the way for similar re
sults in her follow-up system. What
a lesson here for human advertisers!
Legitimate advertisers, those who
have articles of real merit, In contra
distinction to patent medicine, snide
schemes and other objectionable or
misleading articles, can learn a good
deal from the latter. Some patent
medicine advs are se written as to be
much more effective for their purpos
es than Is tlie manner in which a
more legitimate article is often ad
vertised. The fakir knows enough
about human nature, about the laws
of mind, and about modern psychol
ogy, to realize that he must make hIR
advs Interesting, catchy, such as will
creaite a favorable Impression, and
then follow up the impression thus
made so as to get the order.
On the contrary, the adv of many
a legitimate article is written In a
wooden, uninteresting style. If a
manufacturer has an article of merit,
that is all the more reason why its
merits should bn written about, Illus
trated and typhographically net, forth
in a manner that will be Interesting
instead of repulsive.
It Is true that merit will win, bu*
merit must, bo advertised in order to
be known. Borne people think it Is
much easier and cheaper to advertise
vice than to advertise virtue, but ex
perlence shows that In the long run
the contrary Is the fact. If you have
got a good thing, advertise it in a
good way, but. If you have a good
thing and do not know how to adver
tise it In a good way, then employ
some advertising expert who is "on
to the Job.” How many, many man
ufaeturers in America still n»cd to
be taught this lesson, still need to
recognize this vital truth.
Good Advertising It Worth the Price.
Cut ra'.-s, special concessions in
various propositions, and all other
subterfugi s that are still so much
employed by some publications, are a
relic of the old cut-throat methods of
doing business which are rapidl
passing out of existence. Good ad
vertlslng is worth good money. Poor
or worthless advertising is dear at
any price.
An awful lot of money Is wasted
by advertisers who do not grasp this
truth. It has been burned Into m"
by many years' experience In our own
business, during which we have ex
pended an average of over one hun
dred thousand dollars annually for
advertising and publicity. Not s>*
very many years ago consumers gen
erally considered the price of any ar
tide as the essential thing; but ex
perlence, education and morality ha
brought a higher appreciation >f
merit. Now people realize that tb'-
laborer Is worthy of his hire, whether
it be In the form of labor or capital,
or tucrchaadlcc or advertising. ,
THE AUGUSTA HERALD
F/?ESH===
COTTON SEED MEAL
COTTON SEED HULLS
FROM NEW CROP COTTON
SEED BEING MADE DAILY
DELIVERIES MADE PROMPTLY.
WE SOLICIT YOUR PATRONAGE:
i >
Inter-State Cotton Oil Co.
BROAD AND I 5 TH STREET
Accuses Husband
r r'- :,F'.
Mrs. Ethel K. Mittenthal, who hns
brought null against her husband,
Harry E. Mittenthal. the theatrical
manager for separation. Mr. Mitten
tha I In his answer alleged undue In
tlmacy on the part of his wife with a
former sweetheart.
Now Entirely Cured
Did it ever occur to you that, in the ads you have
read from time to time, about Wine of C’ardiii, then;
was a possible, personal application, to yourself?
Well, there is.
In fact, every ad is written for you, riot only to
read, but to act on.
We want to cure you. We want you, yourself,
to tfive Cardui a fair trial.
So, to convince you, just, you, of the value of
Cardui as a medicine, for you, we ask you to read
Take CARDUI _
@ Union Savings BanlkQ)
EFES In Case of Dispute
3 I*o .
*' ’ As to the payment of a bill, If you paid by a check on this bank, you
' ',' A !l! <il,lt 1 ' can ei">w the cancelled check and you hive a positive a/id legal i rrof
A. D. iVHJKItIn, r
11. COHEN, ot payment. No one knows how many times bills are paid twice or »c-
E. .1. DORIH, counts overpaid because of lack of receipts. The one sure way to get
•I. P. MLTIaIJRSIUN,
K. X. IjORK, a receipt is to pay by check. Every one who pay* out money thauld
BOWDHE J’HXNIZV, have a checking account.
THOMAS S. GUAY,
T. s. RAWOUTH, We wc| oome such accounts not only from business firm*, but also
PAUL iIUYMANN, from individuals both men and women.
GEO. L. GLUNT HAS
RESIGNED POSITION
Gave Up Fat Job to Study
For the Ministry.
PITTSBURG, Pa After sperdln.t
23 years In I lie making of iron and
steel, and In lital time leaching his
friend, W. Ellis Corey, most of what
he knows today of steel making, G-o
1,. Gltint, superintendent of the l!!t
Inch mill of I tie Carnegie Steel com
pally, at Homestead, has resigned his
position and will enter the Western
'Theological Seminary*, to become a
Presbyterian minister.
Mr. Glunl leaven a position worth
$10,(100 a year, Ineluding a bonus for
fast work. When it became known
that he was to quit the mills at Home
“Life a Burden”
t stead, a fine position, high up In llm
calculating department of the steel
eorpnratlon, was offered him. Tills ho
refused, saying he believed he had
been culled to preach.
SPECIAL RATES TO WASHINGTON
D. C.
The Atlantic Const I.lne will put
on special round trip rates to Wasli
fngton, Ik €?., aeount International
Congress on Tuberculosis; tickets on
sab- September 22(1 to 20th. Inclusive,
good returning, leave Washington not
Inter Ilian Midnight, October Mill.
I’or further Information ettll on,
L. I). MeCCI.I.UM,
Commercial Agent,
t»o7 Broad Street
M. C JONES,
City Ticket Agent,
73!» Broad Street.
what \frs. Kells of New Hartford, la.,
says: “For 'l4 years, I was afflicted
with female troubles, making life a
burden. I tried doctors and various
remedies, without relief. Finally, 1
took Cardui and now I am entirely
cured.” Now please act. (let a bottle
of Cardui today, find try it. You
will feci better tomorrow.
V/rft« for M lllustrated Rook* /* rmtmeni fa*
Women, (lr<Kf thing symptom* of Jemal* Manures and ft in
l/t* valuable hints on health, hygiene, d.si, me.Ju.lna,
l , v/ofr.wi f»« at (ree, po».’paid. Address; i.u tut A t fdaurj
r ihe ChftttAno *a MsditJnc C.i., Cherttanouff*, Tmo,
VALUABLE
BOOK FREE
PAGE THREE
BOSTON BECOMES
HEIR TOJOBTUNE
BOSTON.—-George W. Farkman,
who died Inst, week, left an enormous
ly large amount, said to bn In tba
millions, to the city of Boston for
tin- improvements and mainljpsnca of
parks sm| commons, lie \W said to
have had an estate worth about |B,-
000,000 and lie gives substantial bo
quests to public Institutions and also
makes handsome private boquosta.
The residuary estate Is left to tha
city, the Income to bo used for tha
park*.
s
MRS. I. till.*
<km Hart fork, la.