~11 IR~ Advertising 1 n Talks n | Ic 0000000000000 ; ADVERTISING HOPE OF HOME How a Woman With a Wife-Beating Husband Secured Results That City Officials Denied. Advertising does pay. A woman in Seattle has a husband who had formed the habit of beating her. She did not like the treatment, but saw little chance of alimony, so she advertised in a Seattle paper for "a man to thrash a wife beater; ten dollars re ward; easy work." A young man applied, administered the prescribed treatment, received his wage and went off smiling. The woman said she had applied for relief to the mayor, the chief of po lice and the prosecuting attorney without satisfactory results, but when she advertised in the newspaper she secured instant response. All of which goes to show that if you want a thing done advertise for some one to do it for you. \The business of beating wife beat ers fa. one that should appeal to husky >viung »nen who carry "a kick in either mitt" and, likewise, "the punch*," comments the Wichita (Kan.) Kagfje. It is a form of chiv alry, and we\ might expect soon to see established itu large centers of popu lation an order, the Knights of the Ready Fist, or V e Society for the Dis couragement of Wife Heating. The newspaper columns may carry many advertisements, not only those placed by wives who have been beaten, but by active and progressive human thrashing machines, who will appeal thus: "Wanted —By enterprising and ready young man, the position of thrasher of husbands who beat their wives. Hus bands weighing under 148 pounds pre ferred. No wives with husbands weighing over lt>9 pounds need apply. Can punch with either hand." Of course, if there is too much of this wifely retaliation and hired sa botage introduced into domestic life, hustands addicted to the habit of wife \ beating may form a combination and iNire their own defenders. Vhe moral of the whole matter is, however, that It pays to advertise. I,et*any maltreated wife now say to her bTjlly of a husband; "If you are not goi#d I'll advertise." The end of wife-beating is in sight. And yet some say the newspapers do no good! DROP ALL AD. SCHEMES Laporte (Ind.) Merchants Sign Agree ment to Patronize Nothing But Newspapers Hereafter. Merchants and professional men of Laporte, Ind., members of the Mer chant.-' association, to the number of over 80, have signed an agreement. In which they bind themselves not to patronize any individual scheme of advertising other than those offered by newspapers of Laporte county or bona fide publications. In the office or place of business of every signer of the agreement a card has been posted setting forth the agreement and being explanation sufficient to the advertising solicitor why it is impos sible for him to do business with mem bers of the Merchants' association. The text of the agreement follows; "We. the undersigned business and professional men, do hereby agree among ourselves and with the Mer chants' association of Laporte, that from and after April 1, 1912, we will positively refuse to patronize .any in dividual scheme of advertising, other than those offered by newspapers of Laporte,.county or bona fide publica tions. "Program advertising, donations tickets and all such similar schemes that have been the cause of so many unjust demands upon us are especial ly referred to in the above agreement, and from the date mentioned we bind ourselves to the agreement, signed herewith, pledging our word that no such scheme will be aided by us, eith er individually or collectively, unless the same be first endorsed by the ad vertising committee of said Merchants' association of Laporte." Had to Agree With Gladstone. In his "Recollections of a Court Jointer." Mr. Thaddeus relates that when Mr. Gladstone sat to him at Florence he was accompanied by Mrs. Gladstone, who "whispered to me as she entered. 'Above all things, my dear, agree with him in everything he says.'" This true story might be capped by the remark of one of Lord Meaconsfields' characters in "Endy mion" that "an agreeable'person is a person who agrees with you." But one vouid like to see what Thaddeus thought of Gladstone disagreeing. The "One-Time" Ad. The "one-time" advertiser abandons the field right after the sowing, and the weedp of public forgetfulness grow over his immature plant. To be sure, there are exceptions to this rule. Soma "one-time" advertisements are highly productive, just as some seeds yield crops a hundredfold with practically no care or attention having been be stowed after the planting. However, these only prove the rule. —John A. Reddan. DON'T BE AN IMITATOR ORIGINALITY WILL WIN By BERT M. MOSES, President Association of American Ad vertisers. Roughly speaking, I should say that more than half those wbo fail do so because they try to imitate somebody who has succeeded, and this Is par ticularly true in advertising. Just the minute the word goes along" the line that a man has succeeded in some advertising plan, that minute a dozen or u hundred Imitators spring up. They try to copy his plans, and imi tate his packages, his advertisements, and Ills procedure generally. They do not seem to understand that success is not so much a mat ter of plan, or of copy, or of medium, as it is a matter of personality, and sometimes even a matter of chance. It is not given to the human family to look into the future far enough to see what the public is going to do, be cause the public is the most fickle thing on this earth. A man who comes along and pro motes something that the public "takes to" is heraldede as a "wise guy," or a man with wonderful intui tive proclivities. If he promotes something that the public rejects he is set down as a fool, sometimes preceded by an ad jective. I am willing to admit that one man can do a whole lot more than anoth er. but I will not admit that any liv ing human being can say in advance what any certain line of advertising of any certain article is going to sure ly do. We must simply take our chances with the rest, and follow the three or four set rules in advertising which are so broad and general that they can be said , to apply not only to advertising, but to every human endeavor. One of these rules is that perma nent success comes only from truth telling. It comes only when promoting an article of merit for which there is or can be a widespread use. It comes only when promoted by a man who believes in the article, and who takes a pride in keeping up its quality and in dominating the field. It comes only by adopting forms of advertising which reach the most peo ple at the least cost, chiefest of which is. the evening newspaper. It must be advertising that creates s. favorable impression and stimulates u desire to buy. It doesn't make any difference whether the field is apparently all ready fully taken up with a-ticles of a competing nature. It doesn't make any difference whether somebody else has tried prac tically the same thing and failed. It doesn't make any difference whether everybody says such a thing is impractical or not. If the right man comes along at the right time with the right article, and does the right sort of advertising, he is going to win out in spite of Hades, high water, and court injunctions. A Lesson From the Hen. Here is a bit of philosophy which we strongly commend to the attention of those merchants who, selling just as good wares as their more success ful competitors who advertise, cannot understand why the volume of their sales, and hence of their profits, is relatively small. When a duck lays an egg she just waddles off as if nothing had hap pened. When a hen lays an egg there's a whale of a noise. The hen advertises. Hence the de mand for hen's eggs instead of duck's. Keen analysts may object that It isn't the noise the hen makes, but the superior flavor of her eggs, that impresses the consumer. The answer to that is that the public taste is largely a matter of educational adver tising. If the duck and her ancestors had been advertising as long as the hen has her product would undoubt edly occupy as high a place In the popular favor. The Customer You Are Waiting On. Splinters says "a man behind the counter" is like a man on the bank of a stream catching driftwood. The point is not to worry over the logs that, may be coming down the stream, or to worry over the ones that have already gone down, but to catch the logs that are right before you and get them high and dry on the shore. The customer you are waiting on Is the only one worth considering, wait on that one as though it were the only one you ever expected to get— as though your future business exist ence depended on giving absolute sat isfaction, and so handling thi3 par ticular c.ise that the customer would never deal elsewhere. Unprofitable Advertising. "There are two kinds of advertis ing that do not pay—dishonest adver tising and advertising that Isn't lived up to,"says Jerome P. Fleishman in the Baltimore Sun. "By not living up to advertising I mean not backing it up with service to the customer— something that every advertisement implies and something that every read er of advertising has a right to ex pect." Getting Even. Mrs. Much-wed—Henry, I'm not go ing to put up with this a bit longer. I'll take the baby and go away to mother's. Mr. Much-wed—Yesh, an' I'll take ;he jewelry and go uwav to uncle's.— Pall Mall Gazette. fx n Y p>Wr WM ARADFORD, Mr. William A. Radford will answer questions and give advice FREE OF COST on all subjects pertaining to the subject of building, for the readers of this paper. On account of his wide experience as Editor. Author and Manufacturer, he ts, without doubt, the highest authority on all these subjects. Address all inquiries to William A. Radford. No. 178 West Jackson boulevard. Chicago, 111., and only enclose two-cent stamp fur reply. The buiMing of small cottage houses lias lately assumed the dignity of an art. Adjacent to large cities are suburbs that may be reached by surface trolley roads; and in the vi cinity of all the larger cities are out lying residence sections where steam roads make a specialty of carrying city workers back and forth at very low fares. I'sually the prices of suburban lots range from S4OO to $1,500, including sidewalks and sewers. There are lots for more money, and there are lots for less money than these figures stip ulate; but they are not in active de mand. You can't get something for nothing; and when the price is exorbi tant, sales are few. Prices vary a great deal in different parts of the country. Thej'e are suburbs where SI,OOO lots have all the civic improve ments. including gas and pavement; while in other places you are lucky if you get a good-sized lot having sewer connection with the privilege of building your own roadways and side walks. But for those who are tired of living in cramped, badly ventilated quarters in the city, there is suburban relief if they are willing to put up with a few minor inconveniences in exchange for the greater comforts of pure air, bright sunshine, a lovely garden with beautiful flowers, and — which -is better than all the rest —an opportunity to secure perfect health. The two little cottages represented were designed especially for newly married people who wish to com mence life under the best social condi tions open to them on a salary such as the ordinary clerk or office man receives. The first cottage is a little square box of a hotise, 25 feet C inches in width by 26 feet 6 inches in length. As the floor plan shows, the interior is laid out in three rooms, with pantry and closets, besides a large coat closet which may be made into a bathroom either at the time of build ing or afterwards. A little house like this may be built for such a small amount of money that any young man could build it and pay for it in a few years at about the same cost as rent. In the meantime he could improve the property by plautiug the lot to choice flowers and the best kinds of fruits, and probably sell it to ad vantage if he wanted to do so. Slightly more elaborate is the next plan. It is 26 feet in width by 30 feet 6 inches in length, and has a i—j CiiiLZ3i -ifcj/ • I Dinimc Poon 1 If-jR Kitchen uoxho- fl I i:| iovx <) 4" M" TJ 0 uving ROOM V— idOAU'O* v II PoVCH or ■ . ■"!—rzj i- i First Floor Plan. large chimney with a fireplace in the living room. There is a very ner.t open stair going up out of the living room to the second floor, which is laid out to accommodate a family of two to four persons. This little two story cottage is very attractive in ap pearance both outside and Inside, as it comprises some of the most valu able architectural effects, such as us ually are intended to embellish larger and more pretentious houses. The pro jection from the dining room adds a great deal to the appearance, whether it is used for a seat or for a built-in sideboard, it is useful and looks well in either capacity. This little cottage is supposed to have a good cellar and a hot-air furnace for heating. It is so small that the grate in the living room and the range in the kitchen will keep it comfortable, except dur ing the colder winter months, so that the coal bill will not be very heavy. The living room is a fine, big, at tractive room. It is worth very care ful attention at the stairway end. There are possibilities of building a comfortable cozy nook under the turn of the stair, with a hood over it which will add greatly to its appearance as well as its comfort. A seat placed by . - r ~ _ JB*TH~ R B'.o ROOM 7'C'HIJ'. I3VAMV CLOS I H ALL j-tn —"V yj V— *?OM <C, J 0" Second Floor Plan. the side of an open stair is draughty unless protected in some way. You don't want a door to shut off the draught, because you wouldn't like the looks of it, and because one great value of an open stair is the service it renders in the way of ventilation. There is always a current of air going up or down. The air goes up when the air in the living room is warmer than the air upstairs, and this may be taken advantage of to keep the air in the small house pure and whole some. With Mr. Greenly in Europe. Mr. Greenly was traveling in Eu rope. lie had plenty of money, abounding good nature and an almost inexhaustible fund of combined trust and ignorance. On the railway platform at Heidel berg he was rudly jostled by a stu dent. "Look here, young man," said Mr. Greenly, surveying him with some dis approval but no rancor, "you hadn't ought to crowd me so. I've got a right to stand here, same as you have." The student gazed at him haughtily for a moment, then: "I am at your service at any time and any place," he said, in precise English, with a strong German accent. "You are!" and the beaming Ameri can hooked his arm within the other's and got a firm grip on his coatsleeve "You're just the man I've been look ing for. You carry this holdall, will you, while I tackle the suitcase? Do you charge by the hour or the piece?" —Youth's Companion. Rude Girl. One of the most amusing of recent "reminiscence" books is "The Spice of Life," by "Thormanby." He has some capital legal stories to tell. He knew a learned counsel once who always boasted that he looked twenty years younger than he w'as, but he had an awful blow one day when he was cross examining a very self-possessed young lady. He wanted her to tell him the age of somebody she knew, or at least to make a guess at it, but he couldn't get a satisfactory answer from her. "Come, you can generally form an idea of age from people's looks," he said, coaxingly. "Now, how old would you say 1 am?" To which the lady replied: "You might be sixty by your looks; but. Judging by the questions you ask.l should say about sixteen!" HAD RATS IN TRUNK VHE OPENING OF WHICH WAS CAUSE OF SCRAMBLE. After Making Voyage Across Atlantic in Packing Case Owned by Family of Germans, Over Score of Rodents Are Killed. Baltimore. —Customs inspectors—at least some of the oid-timers like Will lam H. Richardson, Charles H. Bran nan, Lewln .1. Heathcote and others— j expect to run across things that are strange—and sometimes dutiable —in I the baggage of steamship passengers from the other side. Even the young er members of the force are on the lookout for experiences that are out of the ordinary; but in the more than a quarter of a century of service under i Uncle Sam Inspector Richardson the ! other day encountered something new j under the sun, as far as the United j States customs regulations are con cerned. And did he add another page to his record? He certainly did. So did j several other inspectors. Examination of baggage, especially that of immigrants, is not the most j pleasant occupation in the world. Ask ! any customs inspector about this. But j to open a box of personal belongings i and then to jam one's hand into a nest of rats —or rather tliree of them —is just a little bit more than even a I blase inspector cares togo through, j And because of this there hangs a j tale —or, to be more exact, nearly two I dozen tails —and the following is the yarn; The Breslau, with 1,153 passengers from Bremen, docked at pier 8, Locust Point, the other afternoon, where the j cabin passengers were landed that night, and the steerage kept aboard until tlie next morning. There were 1,105 in the steerage, the majority of ! whom were men, but there were a ; number of women and several fnml -1 lies among the Immigrants. One of 1 the families was that of Heinrlch Popken, a thrifty German, who had with him a splendid family of seven i full-grown children, in addition to his wfe—six handsome daughters and j or.e son—each of them well dressed, apparently well educated, and. need less to say, the cause of considerable | comment. The family had numerous | packages containing household goods j and personal belongings. Inspector Richardson opened the first, box and | found nothing dutiable. While he was taking out the belongings of the Pr»p --; kens, a second case had heen opened. | As soon as the lid was lifted the in ! spector saw that nothing but ruin lay i before him. "Rats!" he cried. 'Se what rats I have done." With the cry the case was sus j rounded by customs officers, railroad I men and immigrants. And it was a j sorrowful sight to the Popkens. The case had been filled with clothing; but , not even a ragman would have taken the articles as they lay. They were eaten tqf'small particles, and reduced to worthlessness. Inspector Richardson took charge of the situation and there began a search for the marauders. They were soon uncovered. First one and then an \ other of the rodents was unceremoni ously chased out of his comfortable quarters. The cry spread among the immigrants, and in a few seconds the | whole pier was in an uproar. The cry of "Rats!" in half a dozen languages rang through the building. Here and there scurried the rats. After them ] sped former Cossacks, Austrians, Rou- I manians, Bulgarians. Germans, Poles ; and Hungarians. Not one rat man ; aged to escape, and when the carnage i was over there were 23 of them 1 stretched lifeless on the hard, cold | floor. MAKES MISCOUNT; KILLS SELF Rich Cattleman Thought He Was Pulling the Trigger on Revolver'^ Empty Chamber. Oklahoma City, Okla.—Gen. Frank Canton of the Oklahoma National Guard, has returned from Benjamin, Texas, where he attended the funeral of his nephew, Roy Burnetl, a rich young cattleman of New Mexico. "The cattlemen of the range coun try." says General Canton, "place only five cartridges In their six-shooters and keep the vacant chamber under the trigger, to lessen the chance of : accident at discharge. But Roy had : a habit of playing with his revolver by slowly pulling the trigger so as to turn the cylinder without firing, and ! counting the chambers as they passed before the trigger place. After count ing five he would give the trigger a nard pull and snap the weapon on the vacant chamber, scaring some j friend the while by pointing there ; volver at him. "Roy and his wife and two voting 1 men of New York who were visiting j them had been to a party a few miles from the ranch the evening of March 12. When Roy and his wife retired to i their room Roy said he would like to | give her a pistol exhibition. He did j the usual counting of chambers, or thought be did, and then placed the i muzzle to his temple on what he j thought was the vacant chamber and i pulled the trigger The chamber had a cartridge in it and he was shot dead." Will Move Often. Chicago.—Failing to agree on one of two suburbs In which they want to live. Louis P. Wernecke and his bride, elopers, have decided to mcva every six months between Evanston and Benlck. LIKE OLD WILD WEST CRIMINALS HAVE PEOPLE IN A STATE OF CONSTERNATION. Sale of Pistols and Other Arms ln« creased Flfteenfold of Late—A Well-Known Author Gives Advice Against Bandits. Paris. —The sale of pistols In Paris has increased flfteenfold since the lat est exploits of the ruthless automobile bandits. This fact, ascertained by your correspondent, is only one phase of the excitement which is sweeping over the nation as the result of a se ries of daring crimes in which bandits have shot down all comers at sight. Many are urging the adoption of the long-delayed law regulating the carry ing of weapons; others argue that since criminals are still able to arm themselves, buying guns in Belgium if necessary, it is incumbent upon all citizens to be alert and armed for self defense. This thought prevails wide ly, hence there are probably more armed men in France today than in any other civilized country. The idea of carrying a revolver appeals to the Latin Imagination and the Chamber of Deputies is likely to debate long before passing a law making it diffi cult for citizens to protect themselves by carrying firearms. The newspapers devote whole pages daily to the alleged movements of the phantom bandits, and cinemato graph shows are advertising pictures of the automobile crimes. Men, wjm en and children are talking on the sulvject, and mothers are hushing their babies by terrifying them with the names of Bon not. Gamier and Carrouy. Some writers compare life in Paris to life in 'alifornia in the days described by Bret Harte, while others assume that it is like life in the United States today, as almost the only news transmitted from America to Paris concerns lynching and train robberies. Jean Renaud, author and a member I of the Paris police, offers the public j advice as to how to evade the attacks | of the murderous robbers known here by the name of "Apaches." "Do not allow yourself to be ap proached on any pretext," he writes "Beware of, the well-dressed individua4 who advances with exquisite polite ness, hat in hand, to ask for Informa tion, for suddenly, without waiting for an answer, he will strike you a violent blow in the face with the hat and trip you as his accomplices spring for ward. Never approach curiously a group surrounding a man supposed to be injured, nor individuals who ap pear to be fighting, nor those feigning to send in a fire alarm. An excellent defense consists in taking flight, if you are a good runner do not hesi tate. Do not pride on a hero ism which under such circumstances I is ridiculous." CAT TESTS COINS AND RINGS Theosophist Holds That "Tabby" May Possibly Represent the Reincar nation of a Miser. Jersey City, N. J. —A cat which bites coins and riugs them on a counter to 5 test them is the property of Steven j Oliver and his wife Mary, who keeps j a small fruit stand at the intersection of Newark avenue and Montgomery street, was studied the other day by a theosophist who holds thai "Tabby" may possibly represent the Tei ncarna tion of a miser. For some time after Tabby came to take up her abode with the Olivers, it was noticed that frequently when a customer left a coin on the counter for a few seconds it mysteriously disappeared. The Olivers finally saw the cat in the act of stealing to a cor ner with a dime and depositing the coin in a hole. Mrs. Oliver discov ered 38 pieces of money—dimes, nick els and pennies—where Tabby had placed them. The Olivers at once set about to develop her remarkable traits, finally placing her In charge of the cashier's desk. When a customer enters the shop now the cat pounces forward and the moment that he lays a piece of mon ey on the counter she eagerly gicks It up in her mouth and tests its worth by the old-fashioned method of biting. She will then drop It on the counter to see it it riugs true. If any one doubts her ability to test a coin let htm give her a bad piece. She will throw it on the counter and back away, refusing to touch It. But if the ring of the piece of money sat isfies ner she takes It In her mouth, leaps over to her little box in the cor ner, where she drops It.and sits on guard until another customer appears. Of late she has taken to receiving paper money when it is offered, al though at first she paid no attention to this form of exchange. It is not tLought that Tabby can yet discrim inate between a bad and a good bill. Neither has she learned to make change. / Some Record! Unlontown, Pa.—Ninety years old. married 59 years, member of the Odd Fellows for 63 years and of the Meth odist church for 75 years and a justice of the peace for 25 years—this is the record of George W. Cameron, of Bethelboro Admired Little "Chink." New York. —Chinese suffragettes and their American sisters held a joint meeting. However, they spent most of their time admiring Utile Fung LI. attired in red pantaloon*, who munched a rtc« cake.
Significant historical Pennsylvania newspapers