BY | WMA RADFORD,^ Mr. William A. Radford will answer questions ami give advice FHEE OF COST on a!l subjects pertaining to the subject of building, for tho readers of tills paper. On account of his wide experience as Editor, Author atid Manufacturer, ho is, without doubt, the highest authority on nil these subjects. Address all inquiries to William A, Radford, No. ITS West Jackson boulevard, Chicago, 111., und only enclose two-cent stamp for reply. A cement block house 35 feet long by 31 feet wide, without measuring the porches, is given in this plan. The iirst cement houses were expensive and unsatisfactory, because no one knew how to make the blocks or how to avoid thu many little difficulties that presented themselves. Mechani cal ingenuity, however, and our ac quired knowledge of mixing cements, gravel, broken stone, and cinders, with improved block-making machines, have simplified matters until it is now quite possible to build a better house of cement for less money than the ordinary wooden house cost;!. Of course tht;re are many side is sues which affeit this general state ment. In some parts of the country, the right kinds &112 sand and stone are abundant; in other places, tljey must be brought from a distance. In ce ment construction, one of the greatest problems is the cpst of teaming the heavy materials necessary to make the blocks; but there are locations where the block machine can be set down on the lot whure the house is to be built, and the gravel or sand from the cellar excavation used in the mix ture that goes through the machine. In a case of this kind, the only team ing necessary is to have the bags of cement, the millwork joists and lum ber necessary for the floors, and the shingles and rafters f«<r the roof. In building a cement block house where stone is plentiful, it is a good I plan to lay un a stona wall to the grade line, and to plaster the wall on r vi wink 9 7 V -rr ""** B H tbe outside with a layer of cement mortar to keep the dampness from the ground from striking through into the cellar. The top of this stone wall al so receives a coat of cement mortar; in fact the stones that compose the wall are laid in cement, and the inter stices are filled with broken pieces embedded in the soft cement mortar. This makes a very solid stone wall and a splendid foundation for the ce ment blocks. One difficulty which has now bewn , overcome is the designing of cement blocks that fit In around the windows and doors, and that match right at ■F\ p _j *O*ch i —~ttT " 1 H Wff 11 1 fr I L= j I KK MALI. g W Ltvr*; n~'a+f t L r ' First Floor Plan. (he corners, without the necessity of making a whole lot of blocks of spe cial sizes. Cement blocks are large, and 'he wall goes up quickly when ev erything goes together right; but when you have to stop and chisel blocks to fit, then the expen.se for labor mounts lip at a lively rate. Before signing tbe contract, find out positively if the builders know ex- j actly how to design and manufacture j blocks that will go together without this extra expense. The house-owner is the one to pay the bills whether the bouse is built under contract or by day labor. A contractor who under stands his business will make a bid that ic reasonable; but a contractor who has not had experience In cement ilock construction is likely to lead himself and the owner into difficul ties. Hollow cement blocks are very much the best. They require consid erably less material in the making; I and the open space in the wall Is a J benefit, as It provides an Insulation j against heat, cold, and dampness, . which Is an absolute necessity for | comfort and healthfulness. Provision is made in this plan for j a cement floor in the cellar, as well j as a cement outside cellar entrance. I the walls of which and the stair are j built together and, when finished, | really make one big. solid stone—a monolithic construction. The con- Second Floor Plan. Crete for the cellar bottom consists of four inches of grouting, which is coin- i posed of one part of good Portland ce- | ment, two parts clean, sharp sand, and four parts small, clean broken stone. The word "clean" to a cement I man means that the sand and stone : must be entirely free from, or contain only a trace of clay or ordinary earth, because clay or loam will prevent ad hesion of the cement to the stone, and, if used, the concrete will be crumbly. The manner of mixing dif fers somewhat with different work men; but the old method of mixing the materials thoroughly dry, then mixing them thoroughly wet, has nev er been improved upon. If the owner understands some of the general principles of cement con struction, he is in much better posi tion to talk and deal with contractors and with much better satisfaction on both sides. It Is an important piece of work to start to build a house that one expects to live in probably for a number of years, and it pays well to read up and know for certain wheth er things are Just as others represent them or not. One point in making a cellar bottom that every one should know, relates to the manner of leveling the ground. A cellar bottom usually is not putin until after the first floor joists are in place. The joists, of course, are level, and it is easy to level the cellar bot tom to the joists by using a measur ing stick of tbe proper length; but the floor should be lower in one cor ner, enough to drain readily. Every cement cellar bottom should have a drain to carry off the water when the cellar is being cleaned. A clean cel lar is necessary for health; and if provision is made for easy washing when the cellar is built, the cleaning will be done much oftener than it will be if this precaution is neglected. Another point that should be care fully attended to. is the cement top surface. This should be about three quarters of an inch thick, composed of cement one part to three parts of clean, sharp sand, first thoroughly mixed dry, then thoroughly mixed wet enough so that water will follow the trowel in smoothing. This coat should be put on the concrete base while the concrete is still damp; oth erwise it may not stick properly, and | you will have a floor that sounds hol j low, or that may crack and peel. Another point in cement construc tion is the opportunity to make the cellar window sills of cement, and to embed the frames thoroughly and carefully in the wall. In the northern parts of the country where the ccfld 1* extreme in winter, this precaution wil! help a great deal in making a frost proof cellar. [Til I IT Advertising Ip Talks I □HHP I WHAT GOOD ADVERTISING IS Buyer's Viewpoint of Merchandise Must Be Considered First of All— Keep Everlastingly at It. Good advertising consists In telling the public in language that they can j understand, what they want to know I about the goods you have to sell. Failures in advertising follow the avoidance of this simple rule. It is all ! a question of viewpoint, says the Nov elty News. Most advertisers and copy writers are too full of what they see in the | things they have to advertise. They j fail to consider the reader's viewpoint. It is a matter of only secondary j Importance to the buyer what you | think of your proposition. With the 1 buyer it is purely a question of hoT? j he (or she) can use what you have to | offer. Nothing is more absurd than to ad j vertise the "biggest," "the best j goods," "the highest quality." That's j what you say about It. The public I want to form their own judgment, j They consider themselves competent | and if you want to sell them you must ■ convince them by showing what you have to sell. It's nothing to them that you say | your goods are "best." and of "highest | quality." Most of the buying public \ are from Missouri; they want to be I shown. They want to see what you have to offer, j Another common failing Is for large ; concerns to assume that they are too ; well known to need advertising. Every- I body knows us. they say, and if they are in the market for our line of goods we will surely learn of it. No con cern is so great that they don't re ! quire advertising, none so well known i that some new buyer in the field has not heard of them. It is sheer ego tism to think otherwise. A product similar to PosMim Cereal •was made in Rattle Creek long before Post went there. But the public didn't know it. The concern that produced It thought everybody who might want it knew about it. But Post thought t otherwise. And because he was wis<s !lv otherwise, he made millions. Ad vertising did it. And don't expect immediate, tan gible and directly traceable results. Most advertising is a question of good publicity, of telling tfie i>eople all the j time. Those who place the largest orders don't buy every day. They but at in frequent intervals, hence the necessity i of "keeping everlastingly at it." You may quit just when a large or i der is about to be placed. And the | buyer when he does make up his mind ; to buy doesn't remember the ad. you \ placed a few months ago. The salesman on the spot generally gets the orders, the advertiser who | confronts the buyer when ready to ; buy, reaps the harvest That kind i of advertising pays. Parables of 1912. If you toot your little tooter \ And then lay aside your horn. Thorp's not a soul in ten short days Will knew that you were horn. Thp man who ndvprtlsp* With a short and silicon Jprk, Is the one who blsmes the paper j Because It doesn't work. But the man who pets the business, i And who the other fellow heats, Is the advertiser with the adlet | That you read from week to week. HV can help you toot your trumpet. We can bring the people In. We ear. help you build your business. Are you ready to begin? Moral—Tie who toots his little trumpet I Can withstand a sudden shock, ' ""or like the man in Scripture He builds his business on a rock. —Fourth Estate. Don't be a wheelbarrow man In a motor age. Scratch for bus iness. The hen does It, and as a money producer she has got John D. Rockefeller beaten to a frazzle. Patronize Home Merchants. Ry patronizing home merchants you are rewarded by always having good 1 enterprising merchants at home. Pat ] ronize them and they will benefit you In more ways than one. Yon are re warded h.v seeing your patronage and the patronage of your influence In building up and maintaining your own town: patronize home merchants, home industry and home enterprise of 1 nil kinds In preference to those of any place. Spend your money at I home with people who have interest In your town. Ry doing this the town is kept up, property is made more 1 I valuable, conveniences are enlarged I and opportunities for financial im provements ate opened. The Lasting Kind of Advertising. "The advertiser who tells the truth —nothing but the truth always—may not cut as wide a swath at first as the advertiser who puts Into his announce ments some of <»\e glitter and tempo | rarv pulling power of Insincerity," says Jerome P Fleishman, "but he cots business that sticks and grows— whereas the man who doesn't live un ,i his avertising fools people once and drives th«m *way forever." BEST WAY TO REACH PEOPLE Newspaper Advertising Will Accom plish Merchant's Object Quicker Than Any Other Method. In an interesting address before the San Diego, Cal., Ad Club recently, C. S. Hoizwasser said among other things: "Should you want to say something to those whom you cannot reach by the various methods we have, such us personal conversation or telephonic communication, they are best reached through the medium of the newspa pers. "Advertising, In my opinion. Is the art of creating a desire in the minds of those whom you wish to reach to possess something that you have, i Since everybody reads the newspa- j pers, it follows as a matter of course that if you advertise in the news-1 papers, you reach the greatest num- j her of people. I find that whenever I say something to my public in ihe newspapers—when I have something real to say—l always get splendid re sults. I find, however, that when I talk In the newspapers and do not say anything—l may as well not have used the newspapers at all. When I first, started cut to write advertise- i ments, we used to hear and read about a man named Austin; Bates. I believe this is the gist of | what he said: He said: 'lf you want to attract a man's attention in the j newspapers you will call to him in i 72-point type. Aftv»r you have attract- j ed his attention, if h*> makes the start j to come to you, tell him what you j want to say in 10-point type.' I would go a little farther than Mr. j Bates, and would say in a loud tone j of voice, exemplified by the 72-point. j type, what 1 wanted to tell him. I ; would also lower my voice after I had attracted his attention, but I would be very sure that 1 had some- j thing to say which would interest j him, before I callei to him at all. "I find the nearer I approach the common sense in our talks in the newspapers, the more successful we j are. I also find that evasion of the J truth or misstatements of any kind | in the newspapers is the most ex- j pensive kind of advertising, from the fact that we do not get results and j such methods of advertising have a ■ tendency to reduce confidence in our j advertisements by the readers. There- j fore, we advertise in the newspapers, j plain statements of fact, garnished a little by the elegancies of the Eng- ' lish language, always telling the > truth, the results are absolutely cer- j tain. "What is absolutely necessary in j newspaper advertising is to be spe-! cific. To have something to say and 1 to say it. As I have stated before, j to say It in plain words which do not > go over the various heads of the | readers. We can assume that the i proportion of educated persons to illiterates, or the proportion of illit- j erates who do not read the English j language, is very small —practically nil. Therefore, if we have something to say, and we say it through the medi um of the newspapers, we are bound : to receive a very good hearing. I find that newspaper advertising, like every other field of human endeavor, is becoming an art. and embraces a great many units of this art. Adver j tising is no less an art than the prac- j tice of law or medicine. We can esti- I mate accurately the results that we i may obtain from a certain amount of , space, which may be used in news- J paper advertising. We know that ! where we specialize In any one of \ the units of newspaper advertising; where we present a good, logical rea- j son for our readers to buy a certain j thing, we obtain results. "We know the man who has made ; a specialty of advertising, for in- j stance, windmills, has made a success of the selling of these windmills j from the fact that he became a spe- ! eialist in this one particular line of work, and brought the selling of j windmills up to a very fine art. Like | the practice of medicine, which is dl- ! vided into a great many subdivisions I —each a department and study in 1 itself —so advertising has been j brought to such a fine art that special- ! lsts in advertising have today reached j a stage where they can advertise ] their particular specialty, and can reach the buying public, surely ob taining results every time. "I believe, personally. In specific advertising. 1 brlieve in advertising in the newspapers more than in any thing else. It is the natural avenue, and the only one method we have for conveying such information as we desire to one another. While there are other mediums of advertising, in mv career as a merchant (something like twenty-five years) I have reached the net result that the news paper is the only one method by which I can surely create a desire In the people's minds to buy something that I have on sale. "The newspapers practically form public opinion on every question which arises. They, every day, con tain lectures on sociology, on busi ness, literature, philosophy, on ev erything that is of interest toman or woman. Therefore as time goes on, and minds enlarge, people become broader and the newspapers are filling a still broader field. I cannot see where any other method of advertis ing can be likened in any way with the advantages of those derived from newspaper advertising. I am quite sure, with the organization you have (composed, as It is, with a good part of the brains of the community— with the will lo do and the knowl edge to do it with—and the truth hack of you), you cannot fall to bring re' suits, even greater than you bad per t, lis aspired to." BIG FORTUNE WELL HANDLED' Millions Left by the Late Russell Sago Are Being Expended for the Wel fare of Humanity. While the late Russell Sage was in the flesh he was one of the uiost pru dent, shrewd and persistent money grubbers in Gotham. The astute finan cier never plunged nor risked any 1 money In wild-cat schemes. He was a "sure-shot" operator in Wall street, and when he died he left in the hands of his lone widow a fortune of some thing like $75,000,000. Since becom ing possessed of this enormous for tune she has worked as persistently • and assiduously in scattering the , money as her husband did in gather- : ing it. The scriptures tell us that the miser is the man that "heaps up riches and cannot tell who shall gath- I er them." Russell Sage knew better, and the good lady upon whose shoul -1 ders was imposed the burden of this | enormous sum of money has worked I hard in lightening the burden. Her philanthropies have been productive of as much wisdom as marked her lius j band's operations in the market. She Is reported to be failing in health, and her task is only begun. Should she be taken from the world thousands \ will regret her departure, and it is i very earnestly to be hoped that fur | ther care of the property will fall into j good hands. SCALP ITCHED TERRIBLY "One evening while combing my hair, I noticed a few brown crustlike spots on my scalp and, of course, I j thought it was only a little dust that | had settled there during the week, i So I washed my hair thoroughly but j I saw that they wouldn't come out. Then at the end of the next week I ; washed my hair again, and to my , astonishment I saw not only those j few but many more had come. Then j ! my head became worse and worse, and ! my scalp started to itch terribly, so i that I could not sleep nor keep from ; scratching my head. "The crustlike places later opened [ and made sores which bled, and they j j also itched something terrible. I tried j many remedies but none helped and ! ; instead they made my head worse, j This condition of my scalp kept up for j i a month, and then one day I met a j \ friend and she advised me to use Cutl ! cura Soap and Ointment which I did. In two weeks I was rid completely of 1 this trouble, through the use of the | ; Cuticura Soap and Ointment. I am | never without them, for they are my ■ | most highly valued friends." (Signed) i ! Miss Alva Gustafson, G77 Second Ave., j i New York City, May 17, 1911. Al- I 1 though Cuticura Soap and Ointment ; I are sold everywhere, a sample of each, with 32-page book, will be mall i ed free on application to "Cuticura," ! Dept. L>, Boston. The Worm's Way. "The Hon. Stephen Coieridge, the English anti-vivisectionist," said an [ i anti-vivisectionist of Philadelphia, "is I delighted with the recent English vivi- ! section report, which promises to abolish even the use of the live bait in j fishing. "Mr. Coleridge once argued here in ; j Philadelphia about the cruelty of fish- j ing with worms. " 'Oh,' his opponent said, 'the mere j I fact that a worm writhes and wriggles | ; when impaled on a hook is no proof ! I that it is actually suffering pain.' "'No. oh. no!' said Mr. Coleridge, j sarcastically. 'Beyond doubt that is ; I just the worm's way of laughing at | being tickled.' " Easily Answered. I "These kids I teach arn't a bit j slow." observed a school teacher yes- 1 | terday. "In fact, I'm afraid they read j | the papers. The other day I pro j | posed the following problem to my arithmetic class: "'A rich man dies and leaves sl,- ! 000,000. One-fifth is togo to his wife, ; j one-sixth to Ills son, one-seventh to his daughter, one-eighth to his broth ler and the rest to foreign missions, j '■ What does each get?' "'A lawyer' said the littlest boy in i the class." —Case and Comment. »o You I'HC Fye Salve? Apply only from Aseptic Tubes to | Prevent Infection. Murine Rye Salve In j Tubes—New Size 25c. Murine Eye L,iq- i uid 25c-Eoe. Eye Books in each Fkg. The wages of arbitration should be j i paid as peace work. | The old friend is better tlmn the new. j | fiarfleld Tea is not only old but tried and \ | found true. Made of pure wholesome Herbs. No amount of culture will make a | man stop snoring in his sleep. Mrs. Wtnßlow's Soothing fiyrup for Children [ fethlnir. softens lb* redurew inrtamma tiou, uiluyd |>uiu, cur.-b wind colic, 25c a bottle. Perhaps Lot's wife was turned to salt because she was too peppery. Liver and kidney complaints will l>e greatly helped by taking Garfield Tea regularly. Even the thirst for glory may have its direful after effects. CarbolaiedSjH6 iIPP*% The best dressing you can find for wounds, bites of insects, abrasions, etc. ,n|^Sß66HßSSfl^Bll The Carbolic Acid helps to prevent Infection: the £| "Vaßeline" cleanses and soothes. Especially valuable where there are children. For stile everywhere in handy glass bottles. lie sure you gn sEj ~m> n-» «•« <* 'JMf "Vaseline.'' onr Trtrtoi.H "V»*p|lne" preparation* make tip % complete medicine u ™ li<K > £ t i rbosttbnt sbouhl bo in every (tome. Writ© for trve booklet tolling all NJffi!] 1 :,; Ma*l'FATl^ 7 * :jg about theui. AUorvhs l>ept. K. u » Chesebrough Manufacturing Company iTr"^ 17 stat« Street (Consolidated) New York HOW GIRLS MAY AVOID PERIODIGPAINS The Experience of Two Girls Here Related For The Benefit of Others. Rochester, N. Y. —"I have a daugh ter 13 years old who has always been very healthy until recently when she complained of dizziness and cramps every month, so bad that I would have to keep her home from school and put her to bed to get relief. "After giving her only two bottles of Lydia E. Pinkham's Vegetable Com pound she is now enjoying the best of health. I cannot praise your Compound too highly. I want every good mother to rend what your medicine has done for my child."—Mrs. Richard N. Dunham, 311 Exchange St., Rochester, N.Y. Stoutsviile, Ohio. —" I suffered from headaches, backache and was very irreg- ular. A friend ad . vised me to take I.ydia E. Piiikham's Vegetable Com ■: pound, and before I W had taken the whole ... S.:. of two bo 111 e 8 1 • :\j• found relief. I am «... only sixteen years old, but I have bet- V -v\\\ '] j | ter health than for y v \ji j/, two or three years. 111 1 1 cannot express my thanks for what Lydia E. Pinkham's j Vegetable Compound lias done for me. ' I had taken other medicines but did not find relief."—Mi3S Cora B. Fosnaugh, Stoutsviile, Ohio, R.F.D., No. 1. Hundreds of such letters from moth ers expressing their gratitude for what Lydia E. Pinkham's Vegetable Com pound has accomplished for their daugh ters have been received by the Lydia E. Pinkham Medicine Company, Lynn, Mass. Splendid Crops in Saskatchewan (Western Canada) BQO Bushels frorn 20 ac ) re ? V '\ ■ return from a Lloyd minster farm in the 1 I fields in that as we'll ns | BiVjl other districts yield fW I ec * roni 2 * s to 35 bu- Jl shels of wheat to the |Pj 4 A acre. Other grains in VW I*l proportion. ! IfJ&nSaffi LfiR 6E PROFITS are thus derived SO* II O M F. STKA I) LANDS r j |ilb excellent ctyiei I to V»*T hud ill the tery best _l u>nKi» i pt*r fu iVl 1 VmjV Itll ii gin at©r 1a 1 1 Canadian Government Agent. J. S. Crawford Canadian Go*e. nmeni Age*! , a 301 Genesee Street, Syracuse, New York Flea** writ© to theagent near - *t joa Sleeplessness at] may be overcome fojp* fljj by a warm bath |||| p® 3 Glenn's I SulpSrar Soap I druggists. bUrk W brown, 50c. LI i ohTiOTiMrinnwiifß | A WONDERFUL DISCOVERY. This Is the age of research and experiment, when all nature, ho to speak, ir ransacked by the scientific for the comfort ami happiness of man. Science has In deed made giant strides during the |»ast century, and among the i»y no means least important—dis coveries in medicine comes that of Theraplon. which has. wo understand, been used with great success In , the Fiench Hospitals and that It Is worthy the atten tion of thoso who suffer in m kidney, bladder «>r nervous diseases, chronic weaknesses, ulcers, skin eruption*, piles, &r., we think there In no uouht. lit fact It seems ev.dcnt from the blip stir created amongst specialists, that THERAPION Is destined to east into oblivion all those questionable remedies ; that were formerly the sole reliance of medical men. It Is of course impossible to tell sufferers all we should like to tell thein In this short article, but thoso who are Interested and would like to know mora a*>out this remedv that has effected so many—we ir.lcht almost sav miraculous cures, have only to send addressed ! envelope for Kit UK book to Dr. le Clerc Med. Co., Ilaversto'-k ltoud. Hampstead. London. Knu. ami decide for themselves whether The New French Remedy, "THERAPION," Is wl iat they require and which they may have been seeking in vain during a life of untold misery, suffering, HI heulth ami uuliappiucMi. J STOPS fll LAMENESS from a Don© Spavin, King Hon©. Splint, Curh, Sloe Hone or similar trouble and gets borse going found. Doe* not blister or remove the balr and horse can bo worked. Page 17 In pamphlet with each bottle tells how. 12.00 a bottle delivered. Horse Hook <» F free. A BSORHINK, .IK., liniment for man kind. Kemoves Painful Swellings, Enlarged Glands. (Joltre. Wens. Rrnises. Varices*! Veins. Varicosities, Old Sores. Allays Pain. Will tell you more if yon write, fl and J!' a bottle • t dealers or delivered. Manufactured only by W. F. YOUNG. P. D.F.,310 Temple St.,Sprinofleld,M««9. FOR S.\ I«E—(iroton Ave acre superfine tract, lakn region. New Hampshire, near Boston. Terms to Suit. W 11.1.K1T t KUkRWRITIHV LAWKKKS, KvaauiiU, lou. Don't I.©f Yonr Spare Money I.le Tdl© Large dividends guaranteed. Write f*»r particulars. Merchants Loan SL Insurance Co., Terre Haute, lnd. W. N. U., NEW YORK, NO. 24-1912.
Significant historical Pennsylvania newspapers