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.