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