Attreiction^^^^ • I-¥ftrexent.aij(J future# •Py £ L * °3i THE ATRICA I. DIRECTORV ORPHIiIJM Wednesday evening, April 26. "It Pays to Advertise;" Frl -day evening April 2S. "Suki." MAJESTIC Vaudeville and Moving Pictures. llotlon Picture Houses COLONIAL— "The Habit of Hanpiness." RUiENT—"Out of the Drifts." \ ICTORIA—"A ~ er in Cotton." PI.AYS tN'D PI.AYERS James w. Morrison. Vltapraph's ver satile Juvenile character man. who ap peared in "The Battle Cry of Peace" and other exciting films, took a beau tiful risk when IIP was shol from a tor pedo min beneath the waters in "The Hero of Submarine D-2." The human torpedo lives, however. As s first step In the direction of makiiiK the movies a little cleaner and more wholesome, a certain large com pany has issued an "order to all its fe male players that powdered noses and rouged cheeks, with peek-a-bou waists and short skirts and hlprh-lieelecl shoes are banned in all that company's studios." All the necessary cosmetics will be provided for the actual work in the movies, but outside of that—nix! Virginia Pearson has just opened tne "silhouette room" In her New Jersev home. She lives in a very mecca of sil houettes. Not even a rose mav mar the perfect contrast of the colorless tones of the dead black and the pure white In this particular room. "Man, boy and stock actor," savs a broken-down tragedian in the May American Magazine, "1 remember Sarah Bernhard's other leg and her first two legged farewell tour; I can recall Oe Wolf Hopper before Cases- went to bat Why. 1 knew Willie Collier when he was funny!" I.OCAI, THEATERS Majestic Has litis l)mi<-l»K Act If you didn't go to Atlantic Citv on Easter, don't worry, for you have an AMUSEMENTS ORPHEUM WED. APRIL 26th COHAN A HARRIS I* recent IT PAYS TO ADVERTISE BV HOI MEGItt'E COOPER and WAI.TEH HACKETT PRICES—Hat., a.le to *1.(10. Eve., "5c to * I ..'O. ■» j i xEHna IAHTII 5 .(.\TrfW PICTURES » #jfAfte BOOKED THUOUQH Mm COMPANY or »HILA./? \» ## HKAgTMC $2 3 000 ## HOPC-JONES UNIT PIPE OR (AM Jy equal or bo pi ccc okhestr^ tM To-day Only- Mr MARGI'ERITE SNOW W The charming nnd M sifted screen favorite I In a five-act romantic ' nnd thrilling- story of Wall Street nnd Soclctv, f "A CORNER IN k COTTON" To-day nnd to-morrow. Pnraniount preMentN the tlnUy delightful MAll lit KIIITK CLARK, In a powerful Alpine Drninn, "OUT OF THE DRIFTS" Produced by ltnnlel Frolinian. PAIIAMOIAT-HI HTON HOI.MEsT" i TRAVEL PICTURES V M j QRPH E U M FRIDAY EVENING, APRIL 28th, at 8.15 MAIL ORDERS SOW RRGULAR SALE WEDMSSD 1Y CHARLES FHOHMAN PRESENTS ANN MURDOCH WITH TOM WISE An ,'l "" •■eludln* Ferdinand Gottachalk. Pmil Gordon <hn*. How Clark, I hlll|> W nod, Wilfred SraKrain, I.run Hronn Kntr Sarsrantaon. lilt. Otnay.Katr Mayl.rw, Joaepblnr Morar. JohnTrrvor farce*! H"" ' ' , OUl " e Pecheur ' I'rchcir, l„ the n.rrrlrlt of "SUKI" —PRICES— LOWER FLOOR BALCONY GAI ■ K-ftV »*.OO, f1.50, 91*00 *I.OO, 75c, 50c 25c —■———-—— M Bringing Up Father $ <s) <$ <|J) # By McManus MONDAY EVENING, ! opportunity to take "A Trip Around • ' the World" with Ethel Whiteside's com pany at the Majestic the llrst three ; days of the week, at very reasonable prices. Tou Just couldn t come In con -1 I tart with any prettier girls nor cleverer | men than these nine people who will show us some of the wonders of this old world. This act, which is a big musical comedy. Is produced by Ethel Whiteside, and is presented In six scenes, each scene representing some different spot around the globe. tt is one of those acts that never fail to hold the attention of the audience from the start, tor It is full of life. The four ■ other Keith acts that will complete the i bill are the Cameron and Devltt Com pany In a comedy sketch entitled ' The Groom Forgot;" Barto and Clark, man and woman in a comedy singing and dancing skit called "Marooned;" Wal ters and Walters, in a comedy ven triloqulal act. and Reo and Norman, in a sensational ring and hand-balancing j act. ; "HAHBIT OK HAPPINESS" JIST FITS FAIRBANKS | In "The Habit of Happiness.' a new i Triangle Fine Arts feature with Uoug | las Fairbanks as the star, which ap , pears at -the Colonial to-day and to morrow, a practical lesson Is given in social uplift, by "Sunny" Wiggins, grown-up son of the Wiggin's family, which has risen far enOu«-'i in the social world to be snubbed by the best i people. At the first 'oportunity, Sunny's father tells him it is time for him to * drop anchor and settle down. To which Sunny responds that he thinks his Job should be to give away some of his. father's money, as the old gentleman | has far more than he needs, which he later proceeds to do in a highly inter j esting and laughable manner. Inter : woven in the picture is a delightful j love romance. On the same bill will 1 appear that popular funny fellow. | Charles Murray, in a funny two-reel Keystone comedy, "A Bathhouse I Blunder." with many thrills and lots 1 of laughs. , TO LECTURE ON SOCIAL EVIIJ I A lecture on the social evil, sex hygiene, and the single standard will jbe delivered by the Rev. S. Win chester at the Victoria theater Sun ; day, April 30, at 3 o'clock. The Rev. I Mr. Winchester is c laimed to lie one :of the leading men in liis line before | the people to-day. Colds, Sore Throat, Etc. Whatever remedy the physician may I prescribe or you may take, be careful , that the germ is not passed on to other members of your family. Avoid an I epidemic. This can usually be accomplished by keeping everything antisepticall.v clean ! I with 20 Mule Team Powdered Boric. ! Make a quantity of boric water, as in ; dicated by directions on the package. | and everybody in the family use it j freely as a mouth wash and gargle. A little warmed may be snuffed up j the nose occasionally for germ killing j purposes. Leading druggists sell 20 Mule Team Boric. AMUSEMENTS To-dn.v nnd to-morrow— DOIGI.AS FAIRBANKS In "THE HABIT OF HAPPINESS" Trlnnicle Five-Reel llrnmn That | a n Sure Cure for the Hlue«. CH AS. MURRAY ln" "BATHHOI'SK BLIKDEII" Funny Tno-Rcel Keystone Coniedv. Wednesday nnd Thursday \VM. FARMM In "FIGHTING Hl.OOP" Ethel Whiteside to Give Lively Novelty Act at Majestic First 3 Days ■ - s - : | • ■ $ Backed up by a company of nine pro fessional singers and dancers, Ethel Whitesiue, a vaudeville star of the musical comedy type, will present a lively novelty at the Majestic Theater the first three clays of the week. This lis.an act entitled "Hlne-ing and Dancing Around the World." In this particular case the Majestic stage will be called | pon to play the part of said world, , while appropriate scenic changes will 1 be made in rapid succession, depleting six different spots on this mundane sphere, and each of them a bright spot where song and dance abound. While this act has never played Harrlsburg before, Manager Hopkins says he has I received some very good reports on it, and feels confident that the Kaster Bunny has been exceedingly kind in what he has placed in the Majestlc's ; basket. Get the Habit of j Drinking Hot Water Before Breakfast Says we can't look or feel right with the system full of polions. Millions of folks bathe internally! now instead of loading their system with drugs. "What's an inside bath?" you say. Well, it. is guaranteed to perform miracles if you could believe these hot water enthusiasts. There are vast numbers of men and women who, immediately upon arising in the morning, drink a glass of real hot water with a teaspoonful of lime stone phosphate in it. This is a very excellent health measure. It is in tended to flush tho stomach, liver, kidneys and thji thirty feet of intes tines of the previous day's waste, sour bile and indigestible material left over In the body which if not eliminated every day, become food for the mil lions of bacteria which infest the bow els, the quick result is poisons and toxins which are then absorbed Into the blood causing headache, bilious at- | tacks, foul breath, bad taste, colds, j stomach trouble, kidney misery, sleep lessness, impure blood and all sorts of ailments. People who feel good one day and badly the next, but who simply can not get feeling right are urged to ob tain a quarter pound of limestone I phosphate at the drug store. This will cost very little tut is sufficient to make anyone a real crank on the sub- ! ject of internal sanitation. Just as soap and hot water act on the skin, cleansing, sweetening and freshening, so limestone phosphate and hot water act on the stomach, liver, kidneys and bowels.' It is vastly more important to bathe on the inside than on the outside, because the skin pores do not absorb impurities into the blood, whtle the bowel pores do. —Advertisement. AMUSEMENTS See Whnt the Hunny Brought! ETHEL WHITESIDE AM) HER COMPANY OF « In a sonst nnd danee revue entitled "AROUND THE WORLD" EXCEI.I.EXT SUPPORTING HIM, Mot*, nt 2.80—10 c nnd 13c. Eve., 7.50 to 10.30—10e, 15c, 2Sc. HAHRISBURG TELEGRAPH JUST A FEW FACTS ABOUT ADVERTISING By C. B. CAIiDVEUj In view of the fact that Cohan & Harris are to present their farce. "It Pays to Advertise," V,' , •'•*- " at the r. u-/.' ') u • i ■> . <s this week, Jt seems fittinK and proper to consider for a moment the history of advertising as a commercial prac tice. The business of advertising in comparatively recent years has as sumed enormous proportions through out the world. Roi Cooper Megrue and Walter Hackett, the authors of "It Pays to Advertise," insert a line in their program to the effect that "the figures quoted In this play are FACTS —NOT FARCE." During the prog ress of the play the various amounts paid by national advertisers for news paper and magazine publicity are stat ed In a rapid-fire flow of convincing argument that filially converts a skep tical old soap magnate who does not believe in modern advertising meth ods. But the play Itself does not touch on the aggregate expenditure of money for legitimate advertising in this country. According to a recapitulation of sta tistics printed about the first of the present year, we learn the annual ap propriations for national campaigns of newspaper and magazine advertis ing amounted last year to over $147,- 000,000 that was placed through the larger advertising agencies. This es timate does not include thousands of small accounts contracted for direct ly with publications by Individuals/ Nor does it comprise the amount spent for outdoor advertising, electric signs, billboards, and what-not. Birth of Advertising Printers' ink is the most potent and powerful factor in modern business. Yet the business of advertising is of very recent origin when considered as a serious adjunct to other phases of commercial activity. In some ru dimentary form the seller's appeal to the buyer must, however, have ac companied the earliest developments of trade relations. Under conditions of primitive barter when communities were so small that every producer was in immediate personal contact with every consumer, advertising was un necessary. But, as the primeval man's wolfish antipathy to the stranger of another pac-k gradually diminished, and as intercourse spread the infec tion of larger desires, the trapper, for instance, could no longer satisfy his more complicated wants by the mere exchange of his pelts for his neigh bor's corn and oil. Then it must have been that advertising was worn. It is reasonable to suppose that with th» introduction of currency there came less direct relations between the purchaser and the consumer, money being In the hands of a third party, and so it came about that local mar kets were established for the purpose of the interchange of commodities. These gradually developed into per iodical fairs held at regular inter vals In the smaller communities to which merchants from distant places resorted, and criers were employed to shout the worth of the <vares of fered for barter. They were the first advertising agents, and operated pre cisely as do the barkers at Coney Island to-day. That was the method followed for cenruries. The growth of markets developed prosperous merchants, who, in time built permanent booths for the display of their wares. These developed into the store system we know to-day. These places of business were mark ed by various symbols and devices to indicate the products on sale. These signs were the first real outdoor ad vertising. Then Came Printing In Kngland, during the third cen tcry, Stourbridge fair was the largest aggregation of traders in Great Bri tain, middlemen and dealers were at tracted from abroad, who In turn sent; other dealers information to the effect that at the sign of the "Arm and Hammer," the "Shield and Spear," the "Bull and Goats" such and such commodities were to be had for bar ter. As the fairs of the middle ages— involving tedious and hazardous jour neys developed into permanent camps the criers were sent forth broadcast throughout the length and breadth of the land to organize trad ing parties. In time more convenient forms developed in the system of trade until the fifteenth century brought the invention of printing and provided the means that has made the modern de velopment of advertising possible. The first English speaking commun ity in the western hemisphere had just been founded when the first newspa per ever printed was published in England. Although this first period ical publication containing news ap peared on the first Wednesday in May, 1622, the first newspaper adver tisement was not printed until April, 1647. It formed a part of "No. 13 of Perfect Occurrences of Every Dale Journall in Parliament and Other Moderate Intelligence." The ad. read: "A book applauded by the clergy called "The Divine Right of Church Government," collected by such and sundry eminent min isters in the cltie of London; cor rected and augmented in many places with a brlefe reply to cer tain queries against the ministry of England. It Is printed and published for Joseph Hunscot and George Calvert, and are to be bought and sold at Stationers' Hall, and also at the Sign of the Golden Fleece in Old Charge." The second advertisement ever printed appeared in a weekly newspa per called the "Mercurlus Elencticus," In Its forty-fifth issue on the second page. It was published on Oct. 4, 1648, and read: "The reader is desired to pursue ' a Sermon Entitled A Looking- Glass for Levelers." As preached at St. Peter, Paules Wharf, on Sunday, September 24th, 164 8. This booke by Paul Knell, Master of Arts. And another tract called "A Reflex Upon Our Reformers, With a Prayer for the Parliament,' to be sold at Stationers' Hall, the Golden Fleece and the Booke and Scroll." 11l an issue of "Alercurius Polltlcus" printed and published by Marchinont Nedham (described by a contemporary as being "Perhaps both the ablest and readiest man that has yet tried his hands at a newspaper") there appear ed In January, 1652, an advertisement which has often been erroneously cited as the first newspaper advertisement. It read as follows: "Irenodia Gratlatoria, a Heroic Poern, being a congratultory panegyric for my Lord General's return, summing up his successes in an exquisite manner. To l>e sold by John Holden, in the New Exchange, printed by Thomas New court, 1652, London." In the Crosby records of William I Blundell there is an interesting cont inent, dated 1659, on the lack of ad ; vertlslng facilities at that period. It reads: "it would be most expedient If each parish and village might have | prepared at some certain place, as the church or smithy wherein to pub lish upon—by printed papers posted [ up—-to make known the wants either |ot the buyer or the seller, as such a i field to be let, such a service, etc., etc., or to print or publish the wants of buyer and seller in the weeklie News j paper and to paste the said up for con venient perusal or to have a circular j printed in abundance and tied with a jstrlnge that each may take himself a copy." Tlic Editor's Protest And so we see that William Blundell knew that it pays to advertise even in 1659. In June, 1666, the I,ondon Ga zette now a regular newspaper (Wil liam Blundell's advice having borne j good fruit), felt called on to launch a j protest and did so emphatically as fol lows: "An Advertisement—Being dally pressed to the publication of books, medicines, articles of trade and other things not being strictly and I properly the business of a newspaper I of intelligence, the Editor gives liere iby notice. ONCE AND FOR ALU that we will not charge the Gazette with the printing of advertisement hereafter for any one whatsoever— unless it be that they have matter of State or important intelligence of pu'b li import; but that a paper of ad vertisements will be forthwith printed apart, & recommended to the publick for that purpose by another hand." .. careful perusal of such advertise ments as have been handed down from the«e early experiments shows that with the exception of formal notices, advertisements seemed to be concerned exclusively with either books or quack remedies. The first trade advertisement aside from these was, curiously enough, the initial an nouncement of a new commodity that is still extensively advertised tea. The following announcement appeared in the "Mercurius Politicus" No. 435 for September 26, 1658: "That most excellent, and by all Physitians approved, China Drink, called by the Chineans Tcha, and by some other nations Tay, alias Tee and The, is now to be sold at the Sultaness Head, a Cophee- House In Sweetings Rents, close by the Koyal Exchange, London. This pleasing drinke will be found palatable to take as a common drinke in the stead of Cophee." This advertisement was printed 4 2 times in various wordings at an aver age cost of seven shillings per inser tion. In 1915 an English cocoa manu facturer spent £243,000 in Great Bri tain alone to advertise one brand of cocoa. Advertisers Taxecl From the year 1694 until 1527 the English government collected a tax MARGUERITE CLARK Paramount star. In "Out of the Drifts," , at the Regent to-day and to-morrow. APRIL 24, 1916. Says She Was From Opera Brother and Sister Both Relieved by Simple Remedy Available In her gratitude for a remedy that / \ X ;lj I \ saved her from the possible necessity II | |j! |l j) ' ifl ! j) for an operation. Mrs. Carrie Heflln, ||||l |j |j jflj®. J ill W of Coats, Knns.. writes: "Had It not •j" 'A been for Frultola and Traxo X might -' || III! |j | M have been on the operating table by > ; \ now. it relieved me of at least one jL. \ fifty gall atones. It | surely does work wonders. . My brother also had suffered for vears Pj Fr ullola* and °T tfre S tly benen ted by K * a powerful lubricant for ™S«r ♦ .? organs, softening the ( c ''\fflp IIPT /.' / congested masses, disintegrating the 'JT/, J"'l}n *§ 4 hardened particles that cause so much %A X\- ) :.,p.tQ BY bjWA suffering and expels the accumulation \ L n ™ r aturul Wfl y- T raxo Is a ' and i<? ? n the " ver Bnd stomach with most beneficial results res tor* w^J. U -f e ln connection with Frultola to build up and restore the weakened, run-down system. 111 F a U nd°^r«nLX. r £ re P re P< lre <* '« <he Plnus laboratories at Montlcello. druciristv, Tn «T»li l have been made to supply them through representative North Third S t "p ri R b T , B \^r on Can be ° Uta ' ned at G ° rea8 ' the Druggiat - ltf from every advertiser that Inserted! ads in newspapers, periodicals or oth- j er forms of publication. The fees | were based on the amount paid for the advertising space and at one time were as heavy as 10 per cent. This tav was gradually diminished to the vanishing point in 1827. The revenue from this source at its highest period amounted to 57,000 pounds per an num. The artistic trend of advertising, pictoriall.v and typographically, dates from about 1850. The English adver tlers were the (Irst to see the value of really artistic advertisements. In some instances the larger manufac- { turers of Great Britain—who began j to conduct an international campaign! of advertising shortly after the Civil War—inaugurated the prodigal ex penditure of money to obtain pictorial excellence In their advertisements. A soap maker, for instance, purchased SirMohn Millais' famous picture "Bub- | bles" for 2,200 pounds sterling. This! figure still stands as a record for one j illustration for one advertising pur-| pose—sll,ooo. In reviewing the earlier methods of J For A. Long Life and a merry one —keep J I the liver active and the g ' LITTLE LIVER PILLS 1| <: ——— I SMOOTH and MELLOW KING OSCAR 5c CIGAR j: Have built up and are increas i | ing their reputation for quality and regularity. Confidence j \ once gained has not been abused j \> "The Daddy John C. Herman & Co. j <; of Them All" Harrisburg, Pa. ' 1 advertising we come on many unique and even ludicrous examples of freak advertising, yet they, too, exemplify the power of the printed word, and the potency of its appeal throughout life, and in one particular instance, after death. In this example we see the most extraordinary- attempt to project an advertisement beyond the grave. For if you should by chance Journey over to the quiet old town of Godalming, in Surrey, England, and stroll through the quaint church yard—now in the center of the little city—you will there find the following lines engraved on an elaborately orna mented tombstone: Sacj'ed to the memory of NATHANIEL GODBOLD ESQUIRE Inventor and Proprietor Of that very* excellent medicine THE VEGETABLE BALSAM Kor the Quick Cure of Consumptions & Asthmas. He departed this life The 17th day of Deer. 1799. At the ripe old age of 69 years, llic Cineres, übique Fama. 11
Significant historical Pennsylvania newspapers