THE WAY OF IT.
Jiggs—That deaf an'd dumb woman
certainly is garrulous.
Jaggs—ls that so?
Jiggs—Yes. When no one is around
for her to talk to she makes her right
hand talk to her left.
Wanted to Know the Culprit.
The following story was told recent
ly by Austin Haines to a party of
friends he entertained at luncheon:
"Down in a little Florida town two
negro families live in shanties about
a stone's throw apart. They obtain
their drinking water from a shallow
open well located midway between the
two houses. A fence which separates
the two yards is built up to the well
on both sides. Every evening after
her day's work is done, it is the cus
tom of one of the negro mammies to
pick up buckets and goto the well for
water. One day the owner of the
property moved the fence back about
ten feet from where it originally stood.
That evening when Eliza started out
with her pail she fixed her eye on the
fence and made straight for it. Walk
ing hurriedly along the beaten path,
she plunged into the shallow well with
a splash. Her screams brought im
mediate assistance, and as she climb
ed out and spied the fence ton feet
away she indignantly exclaimed:
" 'Now, who done moved dat well?' "
A Special Favor.
Customer —1 want a ton of coal.
Dealer —Yes, sir. What size?
Customer —Well, if it's not asking
too much, I'd like to have a 2,000-
pound ton. —Brooklyn Life.
It always makes good! What? Garfield
Ten. ihe Natural Laxative, composed entirely
of pure, wholesome and healthgiviug lierbs.
A woman laughs when she can'and
weeps when she will.—Proverb.
Mrs. Winslow's Soothing: Syrup for Children
teething, softena the pnms, reduces inflninrna
tiun, allays pain, cures wind eolie, 26c a bottle.
When a man's conscience troubles
him he thinks he has indigestion.
Garfield Tea, a laxativn of superior qual
ity! For those sullering with constipation.
Men may be born modest, but wom
en have to acquire all they get.
{ 1 A 7HEN it's meal time —
VV and your appetite is
keen—and you try to think
of some tasty things to eat
—don't tax your mind—
don't fret and fume. Order
c||fv ienna
IB* Sausage
Hot or cold, they are
servable in a jiffy, and equal
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; and flavor.
Once you have learned
their real quality—you will
always want them.
Always Buy —Libby's
Don't accept a substitute.
Libby's Foods present a wide
assortment, all the acme
of quality and reasonable in
j price.
At Every Grocer*
Libby, McNeill
& Libby
DAISY FLYKILLERgiff 5
SAJIOLD SOM£KB, 160 DUUib AT*., Brooklyn, M. V.
~T» I.
"1 Advertising |
t-yj [Talks'! [p
BANK WINDOW ADVERTISING
Scheme for Placards That Is New and
Has Made Headway—Story of a
Western Financier.
It now seems to be a consensus
among bankers, especially among
small town bankers, that good
strong advertising placards placed
in the bank windows play a judi
cious part in bank advertising. While
the idea is practically new in this
country, its gradual arrival in con
nection with the growth of advertis
ing generally throughout the United
States was not unexpected.
Some years ago a merchant in a
small western town entered into the
banking business, bringing with him
an advertising instinct which he had
developed in his business. Before that
time the bank of which he became
president had covered its large front
windows from top to bottom with a
black blind on which the name of the
bank was painted in large gold let
ters. These letters were partially ob
scured by massive iron picket work,
although the large double door en
trance into the bank itself was not
so guarded.
The merchant's selling instinct re
belled against the waste of advertising
space.
"We, too, are selling something, the
use of money," he reasoned with his
cashier. "Basic selling principles are
largely the same, whatever the com
modity. Why should we not make this
window "help us get in more money
and help find more people to use our
money?" he asked "I believe that
good sane window displays will pull
more business for us just as they used
to sell more goods in my store. We'll
try it."
So the steel bars came down and
the black glaze was removed so that
all passersby, some of whom fiid not
know what a bank looked like inside,
could see right through to the presi
dent' private office in the rear. The
big time lock safe made a much bet
ter safe place for your money impres
sion than did the old "keep out" win
low bars, and the sight of others trans
acting business inside had the same
kind of attraction, though less in de
gree, as does a crowd of shoppers
around the retail counter. Add to this
a clever series of window displays in
which HL variefy of plain show cards
strongly urged the various uses of
this bank, then apply various good
merchandise*principles In other ways,
and it is not strange that this bank
actually doubled in business during
the second year of the merchant's re
gime as president.
"And I know that at least 30 per
cent, of that increase is directly due
to our show window advertising," con
cluded the merchant banker.
NEVER GIVE UP.
By ARTHUR W. NEWCOMB.
Napoleon was a military genius.
He was brilliant, aggressive, bold —
a master of stratagem and lightning
like in his decision in emergency.
Von Moltke was an efficiency en
gineer of warfare.
He had decided, before war was de
clared, just what was the objective
point of the conflict —what he wanted
to accomplish.
Then he planned, In detail, just what
moves he must make to gain that end.
His plans made, he provided, down
to the tiniest item, everything needed
at every stage of the game. He had
all these things where they were in
stantly available at the right time
and place.
His system of warfare admitted of
no unforeseen emergencies. Every
thing had been anticipated.
Grant was neither a meteoric mili
tary genius nor did he have an oppor
tunity to plan in advance the war in
which he fought.
But he could take defeat after de
feat and still keep on fighting.
After the enemy had worn himself
out beating Grant —though he had him
whipped to an utter standstill —Grant
was discovered plodding doggedly into
battle.
History has not decided which was
the greatest general.
Look around and you will find these
three types—anmong others—ln the
world of business.
Not one man in a million possesses
or can develop the genius of a Na
poleon.
Few men have the marvellous pow
ers of calculation, foresight and con
structive imagination of a Von Moltke
—although you and I can develop more
and more of it.
But you and I —and every man—can
refuse to acknowledge himself beaten;
enn keep on fighting to win as long as
life is left in his body—and perhaps
afterward.—The Business Philosopher.
Right Kiiid of a Town.
A perfect town is that in which you
»ee the farmers patronizing the home
merchants, the laborers spending the
money they earn with their tradesmen,
and all animated bv a spirit that they
will riot purchase articles abroad if
they can be bought at home. The spir
it of reciprocity, between men and
mechanics, tradesmen and manufac
turers. results every time in making
the town a perfect one to do busttifse
10.
"THE SOUL OF ADVERTISING"
Beautiful Word Picture of Harrington
Emerson Given at Dallas Conven
tion of Advertising Cluba.
The following beautiful word pic
ture of the "Soul of Advertising" is
from the address delivered by Har
rington Emerson at the Dallas con
vention of the Associated Advertising
Clubs of America. The philosophy,
wisdom and genuine poetry of the
address will commend it to all:
"Consider three of the most at
tractive and beautiful things that live
—flowers, fruit, women. It is from
them that we shall learn about the
soul of advertising.
"The flower wants the been and the
butterfly to help it. It it is not helped
It will not ripen Into fruit, It will fade,
wither and die. It must advertise.
So it decks itself out with all
imaginable beauty of form and color,
it pours out perfume that is carried
miles afar. Those who scent the per
fume, those whose eyes are charmed
by the color and form, hasten to
where the flower is.
"In the flowers and in- the fruits you
can find the soul of advertising, and
also cencrete. definite examples of
successful advertising practice.
"The soul of advertising, as of other
psychological control of humanity,
consists in first liking the one you are
claiming you serve so that he will in
turn like you. There is a gulf be
tween getting up as good a watch as
can be made for the money and ask
ing a dollar for it, and taking a man's
dollar and giving him as little as pos
sible in return. There is a tremen
dous difference between running the
safest steamers in the world, incident
ally also the fastest and most luxuri
ous as are the Cunarders, and charg
ing high prices for the tickets and
giving speed and luxury and neglect
ing every underlying moral principle
of efficiency.
"Therefore, the soul of advertising
further consists in making the client,
the buyer, sfrve commercial ends by
first giving him what he most needs,
in such agreeable form that he is will
ing and eager to purchase. A dinner
prepared by a French chef is more
healthy, more digestible than one pre
pared by the unskilled cook and inci
dentally it tastes so good that we are
willing to pay three times as much
for it. The whole nim of the good
cook is to put what is good, not what
Is bad. in palatable form. Therefore,
the fact is recognized that the more
solid benefits are etherialized. are
spiritualized, are made romantic not
by direct appeal to the grosser in
stincts of self-preservation, race
preservation and parasitism, three
major instincts, but by appeals of
color, of perfume and of taste. Tho
flower never advertised the fact that
it had proteids and hydrocarbons,
very useful to bees and butterflies as
food and building materials. It ad
vertised color and beauty and sweet
ness and took pains to put something
of transcendent value back of them.
The fruit never advertised starch
and cellulose, it advertised color and
beauty, and aroma and Uisciousness.
and it gave with these qualities trans
scendent food value. Woman does
not advertise her usefulness, she ad
vertises her attractiveness, and the
woman who makes good gives all the
real essentials, a whole life of self
effacing devotion.
"To what extent have advertisers
grasped the soul of advertising?"
A paper must circulate In the
family if it Is going to be a pay
ing proposition to the advertis
er. The home is where the ad
vertisement Is laid upon the ta
ble for discussion; In the home
the fanjily council _ls always
in session; bargains and adver
tised articles are discussed and
arrangements with the
family exchequer.
Advertising a Factor.
Advertising today is one of the big
gest factors in the commercial world.
The retailer and manufacturer no
longer asks, "Does advertising pay?"
but he asks, "What kind of advertising
pays best?" He realizes that he must
advertise in order to keep his business
alive and growing. In years back,
when a merchant went into business,
he prepared for at least two or three
years' loss, before he could establish
his trade and put his business on a
paying basis. Today with the proper
advertising, he can make his store pay
all the expenses the very first year
and make a good profit the second
year. This applies also to the manu
facturer. In years back he had to send
out salesmen to develop new terri
tory. to work up new trade, and it took
him two or three years to put his busi
ness on a paying basis. Today the
manufacturer can put his business on
a paying basis quicker than the re
tailer—he can start out with an ad
vertising campaign, distributing his
goods, get new accounts, make his
goods known to the consumer, and al
most ovrr night, as it were, build up »
profitable business.
Copy Must Be Live.
Most merchants are beginning to
appreciate the importance of live news
paper advertising. In fact, many of
the larger department stores and al
so specialty stores, such as men's
clothing, women's wear shops and
even jewelry houses, haberdashers,
etc.. are devoting as high as 90 per
cent, of their advertising appropriation
for newspajier advertising exclusively.
This proves to any mind one thins
quite conclusively, that newspaper ad
vertising can be made profitable pro
viding y<v> keen it hlive.
MDWAIT®'
FIGHTING AT FORT STEDMAN
One of First Regiments to Charge Ene«
my Was 208 th Pennsylvania—
Stirring Activities.
Your description of the battle of j
Fort Stedman, March 25, 1865, prompts j
memory of the stirring activities of i
the early morning hours of that day.
I have a letter from a comrade who
stated: "After reading the two last
issues of The National Tribune on the
Fort Stedman fight one would suppose
that our brigade was not in it," etc.
You, of course, could not cover the
many interesting details, and for this
reason I will make some amplification
which will probably interest comrades, 1
writes Miles C. Huyette of Buffalo, N. j
Y., in the National Tribune.
The 208 th Pennsylvania was on the
Bermuda Hundred front—under Butler
in the Eighteenth Corps—from iate in :
August, 1564, until late in October,
when we were relieved by a brigade of 1
nm ■
"Form Your Company."
colored troops from the Ninth Corps,
and we crossed to the south side of
the Appomattox river, and formed a
part of Hartranft's Division, Ninth
Corps. Our winter quarters were in
a depression a little north of the Avery
House, division headquarters.
The night of March 24-25 was fog
gy and damp. The smoke of smoul
dering campfires hung low; all night
long the usual crackle of the muskets
of the pickets kept up. punctuated
with an occasional ''hee-haw" of the
army mules. We slept fully clothed.
About 4:30 a. m.l was awakened by i
an occasional cannon shot, more in
tense crackle of musketry—nearly |
volley firing—and the rebel yell. I
thought best to get ready for trouble,
and, without waking my messmates, j
I took the three canteens and went to
a low spot in the swale, where we had
a pork barrel sunk in the mud, and
filled the ranteens with water. When
I returned to the hut a mounted offi
cer or orderly (in the darkness I
could not determine which! galloped j
by from division headquarters, and as
he passed shouted: "Form your com
pany. nnd double-quick for Fort Sted- j
man. Don't wait for anybody."
The company (B) was quickly [
formed, and we started for the fort.
To the left rear of Fort Haskell we J
ran into the rebel skirmishers. We j
then lay down and began firing. Our J
line was nearly at right angle to our ;
main line of works and our left about
100 yards to the rear of Fort Haskell.
Mortar shells were dropping, by the
ton. at an angle from the left, and I
shrapnel from the same general di- !
rection; minie balls and. later, canis- i
ter. from our own cannon, which had
been captured at Fort Stedman and
turned on us, from the front.
Fort Haskell was a rim of fire to j
the north and west. In the darkness
we could not determine if or not the i
foe was in possession of Fort Haskell, j
and it was difficult to prevent the !
men from firing in that direction. The j
other companies of the regiment j
formed on our right.
As daylight approached a slight air
movement made a rift in the pall of
smoke over Fort Haskell, and we
could see Old Glory waving from its j
ramparts. It looked good, and, oh j
how we did chee«' The starry flag
never before looked so good.
It is a matter of official record that j
the 208 th Pennsylvania was the first i
regiment to charge the line of the en- ;
emy, and cleared the rebels out of our ;
line from Fort Haskell to Fort Sted- !
man, recapturing Batteries n and 12
and capturing 350 prisoners. Scott '
Eckert (Co. B) was the first man back :
In Fort Stedman. a-\d he was followed i
by the right of our regiment.
The order to "charge" reached |
Lleut.-Col. lleintzeiman 15 to 20 mln- I
utes after we bad regained full pos
session of the works. When the or- I
der to charge was given I was on my !
knees, opening a box of ammunition. I
Many of the men were out of car
tridges and were taking from car. !
tridge boxes of the wounded and dead, j
Your description of the close anil j
deadly fighting does not paint the I
worrt-picture as red as conditions jus- !
tlfted. It was the first place I saw !
footprints of men In puddles of hu- I
man blood. Blood was on my boots I
when the fighting ended. It was hell! j
When we pained full possession of
the works firing ceased.
WASN'T A FIVE O'CLOCK TEA]
Class One of Chess Fanatics Properly
Objected to Garrulousness of
His Opponent,
Two elderly chess fanatics were ab
sorbed in a game at the Merchants'
institute in San Francisco recently.
Doth were experts and rigid follow
ers of all tho rules of the game, writ
ten and otherwise. For nearly five
hours neither had spoken a word.
Dackward and forward, moving and
couutermoving, the game swung, with
no perceptible advantage to either
player." Finally one of the old fel
lows made a fatal break. Quick as a
flash his opponent moved his knight
into position, and softly murmured,
"Check!"
The other player, making no effort
to conceal his displeasure, rose from
the game.
"What's the matter?" demanded his
friend. "Going to quit?"
"I certainly am. I'll be hanged If I
can play chess with a darned old chat
terbox!" —Saturday Evening Post.
Left No Room for Doubt.
Wichita lawyers are yet talking
about the way Wallace D. Daker, who
was found guilty recently in the dis
trict court of selling mortgaged
property, showed his ignorance of
married life. The prosecuting attor
ney was trying to show that Daker
wasn't married. He asked Barker the
following questions:
"Did you ever send your wife any
dresses?"
"Yes, I sent her four dresses."
"What kind of dresses did you send
her?"
"I sent her one good dress and
three common dresses."
"How much did you pay for the
good dress, Mr. Baker?"
"Oh, I guess about $4.50."
The lawyer put Mr. Baker down
then and there as an unmarried man
and a poor guesser.—Exchange.
On Land and Sea.
"Circumstances alter cases even in
human nature." *
"Yes. Take Jorkins, for instance.
He's one of those grandiose Chester
fields who would give up his seat in
a lifeboat to a woman, and then make
an attempt to lead the saloon orches
tra in 'Nearer, My God, to Thee' as the
ship sinks."
"I see. On land, Jorkins is the fel
low at six o'clock who horns through
the women and children and gets a
window seat in his homebound street
car."
Melody Sometimes Becomes Malady.
That persons have very diverse ideas
and tastes in music was exemplified in
an incident at a pupil's vocal recital
lately. A young woman was having
quite a struggle with a song and one
woman in the audience said to her
companion:
"Isn't that a beautiful melody?"
The other looked bored and said:
"It sounds more like a malady to
rne."
When Your Eyes Need Care
Try Murine Eye Remedy. No Smarting—Feels
Flue—Arts Quickly. Try it for Red, Weak,
Watery Eyes nud Granulated Kyelids. Illus
trated Boole in each Package. Murine is
compounded by onr Oculists not a "Patent Med
ici ne"—but used In successful Physicians' Prac
tice for many years. Now dedicated to the Pub
lic nnd sold by Druggists ut 25c and 60c perHottle.
Murine h>o balvo in Aseptic Tubes, 2U. and 600.
Murine Eye Remedy Co., Chicago
Not Always.
"One reaps what one sows."
"Allow me to differ with you."
"How so?"
"When one sows wild oats one gen
erally reaps a crop of lemons."
Quality quantity —is something to con
sider in purchasing a remedy for constipa
tion or as a laxative, llow about (iartioid Tea?
The gossip of today may be the su
perstition of tomorrow.
i IB) j IHi
j**; i ■■■; _'£v-J For Infants acd Children.
rtlST§f||l The Kind You Have
Always Bought
IS I ALCOHOL-3 PER CENT * **
j| AYegetable Preparation for As- ff
j!ggggg» Bears the *.
Signature /A Al
ijrl Promotes Digestion, Cheerfu- M If IV
fj j nessandßcst Containsneither qP
& Not Narcotic ir
■> j Rc<ipt of ottt DrSAMi'uffrc/fs/t t yS bJ
ji4 j Pumpkin Sctel - (k
{>! I Senna \ I Sf B
| „ t A'othfl/e Safti -• I 1 A
if* S**ct » I P
ftpDfrmml \ A ft H
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fs j a rm . f fVs ' » 11 lit * "
'|jC| ifi.itt/yretn ftrtvor ' W®\ B fil
;i": A perfect Remedy for Conslipa- /\jf Alt SI CF)
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Worms .Convulsions .Feverish- I l{v n f*
jVi| ness and LOSS OF SLE&P V Kf IT ft 5* Bit if OP
M r~m : v/" rOi UVci
I Fac SiTnitc Signature of
1 Thirty Years
{&! NEW YORK. *
immmm pflOTflnifl
under the Foodanj I U|h IfV
Exact Copy of Wrapper. TH . O . NTAU , O o»»i. *•» »o«« »ity.
WMemoreb
11 Shoe Polishes
Finest Quality Largest Variety
"GILT EDGE," the only ladies' shoe dressing thai posi
tively contains OIL. Blacks and Polishes ladies' and
children's boots and shoes, shines without rubbing,
25c. "French Glosa," 10c.
"STAR" combination for cleaning and polishing all
kinds of russet or tan shoes, 10c. "Dandy" size 25c.
"QUICKWHITE" (in liquid form with sponge)
quickly cleans and whitens dirty canvas shoes,
lOc and 25c.
"ALBO"cleans and whitens canvas shoes. In
round white cakes packed in zinc-tin boxes,with sponge,
10c. In handsome,large aluminum boxes, with sponge,2 sc.
If your dealer does not keep the kind you want send us
the price in stamps for a full size package, charges paid.
WHITTEMORE BROS. & CO.
20-26 Albany St., Cambridge, Mass.
The Oldest and Large it Manufacturers of
Shoe Polishes in the World
Peerless
Renewed Cars
None Better at Any Price.
A PEERLESS car, owinpfto the excellence of
original material and workmanship, is practi
cally pood as new when overhauled and painted.
They are Guaranteed the name as new cars.
We have in our Used Car Department our dif
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What Price Do You Want to Pay?
If you own a PEERLESS you own the BEST,
no matter what model.
Send for our booklet describing RE-BUILT
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1 7UO Broadway New York City
The Wretchedness
of Constipation
Can quickly be overcome by
CARTER'S LITTLE
LIVER PILLS. i\
Purely vegetable y
—act surely and JmKijn&r ADTFD<
gently on the Vy,™ I Civ*
liver. Cure ® !7Xkf
Biliousness, H IVER
Head- j PILLS.
ache, \ 1
ness, and Indigestion. They do their duty.
SMALL PILL, SMALL DOSE, SMALL PRICE.
Genuine must bear Signature
A WONDERFUL DISCOVERY.
In this age of research »nd experiment, all nature
is ransacked by theseientiticforthocoiufort and hap
i.ii.e-s,)i num. Science has indeed uittdoginni strides
In the prist century, and aiming the- !.y no means
least Important - discoveries in medicine Is th;»t of
Therapion, which has been used wit h greui success in
French Hospitals and Unit it is worthy the attention
of those who Miller from kidney, bladder, nervous
diseases,chronic weaknesses, ulcere skin eruptions,
piles, Ac., there is no doubt. In fact itseem.sevident
Tr«'in ti»e big stir created amongst specialists. that
TiiKKA I'lON is destined to cast sntooblivii n all
thoSe questionable remedies that were formerly the
R«>le reliance of medical uien. if is of course inipos
slble to tell sufferers all we should like to tell them
In this short articie. but those who would like to
know more about this remedy that has effected so
many—we might almost sav, miraculous cures,
should send addressed envelope for FRKK book to
Dr. LeCl »rc Med. Co., Havers tock Road,Hampst( od,
London. Kng. and decide fort liemselves whether the
New Fr- rich Kerned y "Til KKA J'lON" N<>. 1. No. 'J
or No. ;i is what they require and have been seeking
in vain during u life of misery, suffering, ill health
and unhappiness. Therapion Is soldby druggists or
mall SI.OO. Fougcra Co., yu Bcekman St., Now York.
WATER WATER WATER
A Pneumatic Water System furnishes water
for the cattle, at the barns, sprinkling,
irrigating and throughout the house and
is extremely effective in case of fire.
MANUFACTURED BY
PORT JACKSON ENG. & MFG. CO.
20 CHURCH ST.. AMSTERDAM. NEW YORK
DEFIANCE STiRCH- :.~i
—other starches only 12 ounce*— noma price and
••DEFIANCE" IS SUPERIOR QUALITY.
FOR SALE!—IB6 A. ON EI DA CO., N. ¥., NH.
Rome; 100 a. cult.; 7 r. h . burn, outbldgs.,
stock, tools, etc. FIERL. Box 319, Chicago
W. N. U.. NEW NO. 27-1912.