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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.