j ■ , I™ Advertising [ ~ '|| I Talks | [pi SHOULD ADVERTISE IN THE HOME FIELD Publicity Expert Says Local Papers Are Best Medi ums for Factories. By THOMAS G. TROY. Just what might be considered the home field is a question that might be debated at great length with but little chance for successful settlement of it. Nearly every manufacturer will concede that the immediate vicinity surrounding the location of his fac tory is home territory, whether or not also a home field. We will choose for the time being to designate as terri tory the home locality which is un productive and as field that home lo cality which is productive. There are two reasons for a manu facturer locating his factory at any particular place—that is, when the bonus is not the sole object in view. One is to get as close as possible to the field of raw material and thereby reduce the cost of its transportation and the other is to get as near as possible to the field or de mand for the manufactured prod uct. The former is a rather an tiquated idea, and the latter the more modern. If a factory located itself in a territory to be close to the raw material, and there is not nor cannot be created any demand for his manufactured product, then his home surrounding cannot be con sidered a field for him, and it will not pay to advertise in his home ter ritory. It would be just as sensible to try to coax the old town pump to yield up rich Jersey milk as to expect advertising to produce results in a territory where your goods cannot be i used. But the manufacturer who locates his factory in the heart of the field where the demand is great, should ad vertise in the home field. It is just as sensible that he do so as it is reason able for the manufacturer to not ad vertise In the territory where there j is no demand for his goods. In short, this principle becomes pertinently ajv j parent, advertise where it is possible j to get results, and don't advertise 1 where no results can possibly be got- j ten. This principle has become a fixed j law. Advertising ia the creator of sales. The field never seeks the goods. The goous always seek the field. It is the advertising that brings to the atten tion of the prospective buyer the i.se fulness of the manufactured article and inspires within him the desire to own and use the article in question. It is the fact as to whether or not the article manufactured can becoma of use that determines the value or val uelessness of the field and where to advertise. The manufacturer who leaves the field of raw material and moves to lowa with a product that will sell only in Kansas, Missouri or Arkansas, or all three states, and is not salable in lowa, is lacking in judgment. There is a firing line of competition !n the manufacturing game and it is where the goods are sold and not where they are made. If you would pitch your camp close to the firing line an«' be ready for the conllict, you should build your factory right in [he heart of the field which will use i'our goods. If your goods are salable .11 lowa as well as in other states, you should advertise them in lowa just as strongly as you do in any other state. lint who in your home field will snow of the usefulness of your prod act if you do not tell them of it? The !act that they see smoke come from :ht> stack of your factory six days a * eek, or hear the shrill blasts of ; jur steam whistle four times daily, or know Sam Jones, one of your factory workers, does not impress on the pur- chasing public the service your goods represent. The public at home, right around your factory door, must be told in unmistakable terms, the great serv it- your goods will be to them if you would win their patronage. It mat ters not what your line is, the goods you sell become servants. No per son desires to hire, even a servant, un less they know something about them. Tiie greater the merits of your goods, tne more essential it becomes for you to impress on your home folks the vir tues of them, in order that the home loiks may know what your goods are and the service they give. M\ny times they too will carry your message for you when they know the worth. Even though your goods may lack perfec tion, it will pay you to bid for your business in the home field. Your neighbors will be more charitable with you than strangers. Your friends will bear with you till you get your goods perfected, if need be. The purpose of advertising Is to cre ate a demand lor goods and to help the local dealer to sell them. The elimination of excess baggage in cir tuiation is impossible. It can be re duced to a minimum, but not elim it.iittd. Since the demand for every generally marketed product is directed to tut local market, why is it not more practica' to use the local paper? Could lot the patronage of a community be girectod to the local deaitr more ef fectively through the columns of the local paper with its local influence, than through a paper of general cir culation and general influence? Most of tho reasonable manufacturers will concede the greater influence of the local paper in any community than that of any paper, periodical or maga zine of general circulation. When you buy advertising space you want the maximum amount of circula tion that your money will buy, but more than that you want the groatest amount of Influence you can get It is the influence of your ad that pulls business. The blame of the aver age manufacturer of today who for sakes the home paper as an advertis ing medium may be laid to the door of the modern advertising agency. They hrve, perhaps unknowingly, turn ed their attention to putting the dol lars in their own cash till whether any goto the advertisers or not. The time is not far distant when the local paper will come into its own and the manufacturer will use the lo cal paper where he wants local influ ence to create local trade for the lo cal dealer who handles his product. ADVERTISING WISDOM. Advertising men say: "Your money back if you are not satisfied." Did you ever get a refund of your pew rent if you didn't like the sermons? — Herbert N. Casson. "Some one has said that (he kind of service a man receives is second to the kind of treatment his pride re ceives." —E. R. Kelsey. When a duck lays an egg she just waddles off as if nothing happened. 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 ducks'. —Kellogg's Square Dealer. Some follow-up systems are like the little dog running after the train — they couldn't do anything with it if they caught it.—John Lee Mahin. "The man who does not want to find out the facts does not want the facts found out."—Ex-Senator Beveridge. Does a corporation get rentals out of its office building while it is erect ing it?— Richard A. Foley. "The time when 'everybody will know about you' will never come. The audience of the business man is a con stantly changing one. You have got to tell people who and where you are and what you are offering. And you have got to keep on telling.—Jerome P. Fleishman. Do not worry: eat three square meals a day; say your prayers; be courteous to your creditors; keep your digestion good; steer clear ot biliousness; take exercise; go slow and go easy. Maybe there are other things that your special case requires to make you happy; but, my friend, these I reckon will give you a good lift. —Abraham Lincoln. If the men who are going to the devil would go more promptly, and make less trouble on the way, people would be better satisfied.—E. \V. Howe. A man is known as a genius or a dullard, a grouch or a sunshine, a phi lanthropist, a miser, a driver, a dodger —anything you please, all things you please, and it Is all because of the life advertisement he has been building for himself. —Manly Gillam. "Right now is the time to 'get busy' and steal a march on your competitor who Is going to 'wait until after elect'on.' Pro crastination Is a prolific breeder of'lost opportunities.' 'All things come to him who waits'—you've heard that before, but don't you believe It! All things come to him who hustles while he waits." —Robert Brown. "THE MAN WHO STOOD STILL" Aurora, II!., Merchant Refused to Be lieve He Could Not Do Business Without Advertising. Death the other day claimed a man who for years has been among the best known residents of northern Illi nois because of one unusual trait of his character—the fact that he was a business man who tried to carry on a mercantile enterprise without adver tising. It reads like a publicist's'joke, but it is really sober truth that D. W. Stock well. who passed away after half a century's business rareer in Aurora, 111., was known to most people in that section solely because of the fact that he refused to believe he could not op erate his store year in and year out as he had begun to conduct it during the civil war. Unwilling to adjust himself to the rapidly changing conditions which re sulted from the cessation of that great conflict and the coincident wonderful expansion of business, he found him self gradually losing his patrons—who for years had given him a rich trade — until his store became known far and near as one in which no business was done. It Is said that much of the 6tock on the Fhelves of the store closed out in settling up the estate, was pur chased shortly after the war. Stock well had waited for forty years for customers to come and buy his wares, but few persons ever darkened his doors. "The Man Who Stood Still," he was called, for the reason that he had not kept pace with the progress of his times. Perhaps It would have been even better to say that he tried to turn progress backward. What success he had Is best shown in the fact that when his death was announced, those who knew him smiled. Freckles must be treated in the same way as tan, with hot water packs, I massage, cold cream and a freckle or ! bleaching lotion. Steaming the face at once when coming in from a sea bath, or from a boating or yachting trip, end ;i gentle and systematic course of mas sage will be very helpful in ward ing off any serious hurt to the skin. Buttermilk and cucumber juice— mixed together—make a Eiinple bleach er anybody can afford, and if nothing else is handy rubbing the skin with the cut side of a fresh cucumber will undoubtedly be beneficial. An excellent cucumber milk, which is said to be a specific with sensitive skins for sunburn or freckles, and which is most useful for the roughness following skin injuries at the sea shore or in the country, is made in this way: c Oil of sweet almonds 4 ounces Fresh cucumber juice 10 ounces Essence of cucumbers 3 ounces Powdered castlle soap, (white)....' 4 ounce Tineturo of benzoin 2-3 dram The cucumber juice is obtained by boiling the vegetables in a very little water. Slice these, skin and all, and let them cook in a double boiler until mushy; strain through a fine sieve and then through a cheesecloth. Make the essence by putting an ounce and a half of the cucumber juice into the same quantity of high-proof alcohol. Put the essence and the soap in a large preserve jar with tight top. and shake the mixture a good deal. After some hours the soap will be dissolved, when it is time to putin the cucumber juice. Shake the jar until the two mixtures thoroughly blend, then pour out into a crockery bowl and add the oil and benzoin, beating with a silver fork until the liquid is creamy. The cucumber juice must be strong, for it is the arsenic in the vegetable which gives it a bleaching power. Put the milk in small bottles, cork ing them tightly and keeping them in the dark. Shake always before using. This mixture is immediately absorbed by the skin and so it is very grateful after new sunburn. To Make Rust Firm.—At night bathe the bus* with warm water, then mas sage gently with the creain given be low. In the morning bathe the bust with very cold water and a fe wdrops of tincture of benzoin. Practice deep breathing before an open window lor ten minutes every morning. MASSAGE CREAM. l.nnollne 30 grammes Almond oil 20 grammes Benzoin 12 drops Oil of rose 6 drops Chicktn Pox Pittings Chicken pox pittings can be removed only by one who thoroughly understands that work. The face should have been kept greased from the time the pustules first appeared and they would not like ly have left any scars. and her^^ "OisTOILET Cucumber cream will whiten the skin. To tone the skin add a little alcohol to tho wash water. If the skin is red and oily, avoid sreasy ar.d rich foods. Elder (lower water is a pleasant lo tion to apply to the skin. Sage tea made moderately strong is a good tonic for the hair. Never use very hot' water to wash the face; it will dry and wrinkle the skin. Scars which are not deep may be removed by the daily rubbing with co coa butter. Never scrape the finger nails; it will thicken and make them uneven and full of ridges. To keep the finger nails clean when polishing the stove put lard under neath the edges and around the nails, and the blacking will not dis figure them. A good lotion to contract enlarged pores and one that will also whiten the skin is made by shaking together one ounce of tincture of camphor, one half ounce of tincture benzoin and three ounceß of rosewater. Ribbon Favorites. Mcire ribbons in great variety con tinue in an excellent position, says the Dry Goods Economist. Changeable moire in narrow widths, with fancy black cable or cord edges, are particu larly prominent. Narrow cord-edged taffetas are also meeting with marked favor. In millinery these ribbons are chiefly employed as box pleatings to encircle crowns or outline brims. Taf feta ribbons with handsome wide moire stripes extending down the cen ter are being featured with 'decided success. These are shown principally In pastel shades, suitable for use as sashes and girdles for summer gowns. c7/7cf Jniorimnmnk iS^ To Make Money. Your department has often helped me, so I come to you again. Our Sun day school class of about twenty girls, from fifteen to eighteen years of age, has pledged $35, to be paid by Christ mas, for the hospital which is to be built soon. Only two or three of the girls are rich, our teacher is in poor health, the scholars are not very en thusiastic and things seem to be in a deplorable condition. Please suggest some idea to make money. We have tried markets, but 1 think they are better for fall. Lawn parties have been suggested, but do not seem suit able. What do you think of a play? C. H. S. My dear, only $35 and between now and the holidays to make it—l am surprised that you girls even think of being discouraged—and for such a worthy object as a hospital. A play would be good if you have talent to make it a success. I know a bunch of youngsters, none over thirteen, that in a week's time got up a vaudeville which they gave in a private house and made $23. Now, you get right to work, have a lawn fete with a "cir cus," your play, and sell light refresh ments. The details you must work out yourselves, but watch the depart ment. I put every idea I can beg, bor row or steal right into it, and before the winter comes 1 hope you will have made far more than the stated sum. A Farewell Lawn Party. Having been interested in your pa per I thought I would ask you a few questions. My cousin, who has lived in this town many years, is going to move away. I like her very much and want to give a farewell party for her. Would it be all right to have both boys and girls? What should I serve? Would it be all right to give a lawn party? What games should we play (being girls of 1(> years)? Would it be all right to have tables on the lawn and have Japanese lanterns hang around the lawn? D. E. By all means have a lawn party, they are just the right tiling for this season. Make tho grounds gay with lanterns, they give such an air of fes tivity. Yes, ask both boys and girls, ai d can't you possibly have a plat form for dancing? All you need serve is ice cream and small cakes, with a bowl of fruit lemonade or ptmch con veniently placed where all may help themselves during the evening. You can arrange guessing contests and— if well lighted—you could have cro quet. From Marie. I read your part of the paper every Sunday and enjoy it very much, and think if we would abide by your kind advice we would always be on the safe side. A young lady chanced to meet a j young man on the street with whom she had worked in a store and he asked her togo in the drug store and get some cold drinks with him. Aftei I .hey had finished he did not leave the store with her, but made some care 'ess remark to her about his having !to goto work. Should he have gone c>;u with her, or was it perfectly right for him to act as he did? MARIE. Fnder ordinary circumstances the young man would have been more po lite had he gone out with the young woman, but If he was on his way to his work and just meeting her acct I dentally and asking her to have soma refreshments, I do not think he should be blamed for his conduct. Puzzling Questions. I enjoy your department so much. It is very helpful to me. Now I want you to please give me a little advice. Is it wrong for a girl to allow her es cort to hold her hand while in a con fidential conversation? Is it wrong for a girl to kiss the man she is en gaged to? ANXIOUS GIRL. I do not see that either of the things you ask me are wrong. I only want my young girl readers to do a little thinking beforehand and not so mucu afterward. One cannot be too careful and the right sort of a man thinks a lot more of the girl who holds herself a bit in reserve. Reply to"X. Y. 2." The prongs of the fork are left turned up resting beside the knife crossways on the plate when one has finished. Food may be removed to the dinner plate with a fork or spoon, but vegetables served with liquid or gravy may be eaten directly from the side dish. The sign you wrote Is something like the one that Is used as the abbreviation fcr "In care of," but not quite right MADAME MERRI. i *- WM.A.RADFORD.-^ Mr. William A. Radford will answer questions and give advice I'REE OP COST on ail subjects pertaining to the subject of building, for the readers of this paper. On account of his wide experience as Editor, Author and Manufacturer, lie Is, without doubt, the highest authority «n all these subjects. Address all Inquiries to William A. Radford. No. ITS West Jackson boulevard, Chicago, 111., and only enclose two-cent stamp for reply. Many practical builders have said that the bungalow is a fad, no doubt good enough, it is true, for southern California, or southern states, such as Florida and Louisiana, but in the main not suitable for practical build ing throughout the country at large. It has been affirmed that the cost of the bungalow .style dwelling is far in excess of that for the ordinary type two-story house, providing tiie same accommodations. The criticisms against the bunga low have been due, not so much to the real characteristics of the style Stself, as to the over-enthusalsm of its devotees vho have advocated it for buildings for which it was never in tended. Designed originally for summer cot tage work and for spacious building sites, preferably of a hilly nature, there have been too many instances where this type of dwelling has been squeezed into narrow city lots and put In between high two or three-story dwellings—much to the detriment of the typical bungalow style. Much very peculiar art has been perpetrated in the name of the bunga low and It has to account for many freakish dwellings for which it is not in any way to blame. We have never happened to see a bungalow style office building nor do we remember of having heard of one; 11 * - '* • ? JM^^Slji iSL» -• r ■i+.jifr " fe£w* s: ':'' ■ -•" > ; -■•■:. ~ '>y . > " ~ ' , ' ■■:} ""x ' :- -: : . •' » . +~ ~ *m •' still, what is almost as bad, thf bungalow style church is quite a coin in on thing in many of our cities ant suburbs. These are uses never con templated by the* originators of the bungalow in this country and should not be charged up against the style The bungalow, rightly understood, is an artistically designed cottage, and within that sphere has some exceed ingly creditable features of work tc show. The perspective and floor plan shown herewith Illustrate a very ar tistic cottage designed in the western bungalow style. Five good sized rooms are provided, each one very v.ell lighted. The arrangement pro vides fcr that convenience which has become typical of the western bunga low style of houses. Simplicity and directness are ihe keynotes of this style as illustrated in the accompanying design. At a cost r.o greater than lor the plain, un omamented cottage with the same ac- KITCHEN^ EIN:NOEoom P I | Floor Plan. commodations, a real home-like, cozy and attractive dwelling is secured. The cost is estimated at $2,000, and without doubt in a good many locali ties it would not run as much as that. In any typical bungalow design the porch is sure to have a prominent place. This one is eight by twenty [eet in size, forming not only the main decorative feature of the front of the building, but serving the extremely practical end of being the outdoor liv ing room for the family in summer weather. Entering the house, we find a living room, 11 by 12 feet in size, connecting with a bro&d cased open ng into the dining room which is 14 feet G inches by 12 feet. I'.otb ol' these rooms are nicely lighted and provide the accommodations for the necessary furniture for convenient housekeeping. The broad space in the dining room near the kitchen door is just the location which a built-in side board or buffet should have to be most, convenient and ornamentally located. There are numerous stock designs for built-in sideboards, as well as for oth er pieces of built-in furniture which can be had at very small cost. Ask your building supply dealer or build ing contractor to show you the de signs that can be furnished along this line at moderate cost. The kitchen connects with the din ing room through the pantry, well sup plied with built-in cases. This Is an arrangement that has been tested out in a great many houses and has been found to be very convenient and sat isfactory. It serves to separate the kitchen from the balance of the house and so keeps out all the cooking odors, and at the same time the serv ice between the kitchen and dining room is just as short as possible. The bedrooms in this cottage are very well placed. The front bedroom opens off the living room and is 10 by 12 feet in size. The large closet opening from this, lighted and ven tilated by a good sized window, is a feature that will be much appreciated by the housewife. The second bed room is in the rear of the house, opening off the dining room. It is 9 by 14 feet in size, and has a good sized clothes closet. The exterior material for this bungalow cottage is rough boards stained with creosote oil, which is a very appropriate, economical and substantial material for this type of e | house. An artistic, touch is given the 3- gable end by means oi' cement plaster d with board paneling. The attic space i- is large and is well lighted and ven e tilated by means of four good sized d windows. a. J Prospective builders will gain many s J good ideas by a careful study of this d | perspective and floor plan, i- 0 KNEW ONLY THE ONE METHOD n ' »_ ; Aunt Mandy Had Her Own Scheme n I for Boiling Eggs and Didn't In. ( i i tend to Change It. I Down at Miss Lucy's in Virginia I everybody ale their eggs* boiled three minutes. Hut when Mr. Jones came I visiting from north of the Mason and n j Dixon line he allowed he liked his j ! eggs boiled four minutes. 1 I Miss Lucy told Ophelia, the wait . : ress, to tell Aunt Mandy, the cook, ~ j about it, and the next morning Mr. j Jones' eggs were served hard boiled. | Miss Lucy went down into the kitchen I herself to expostulate with Aunt I Mandy. I She found Aunt Mandy arrayed in a yellow bandanna and a turkey red | apron and waving a large wooden spoon to point her remarks. "For de Lord sakes!" she cried, j when Miss Lucy had explained about j the eggs. "For de Lord sakes! I reck on dat Yankee calculated I ain't got nothin' to do bui set with my eyes starin' out of my head at de clock on the v.all, hull!" "How long do you boll your eggs, Aunt Mandy?" persisted Miss Lucy. "Just leave Mr. Jones' in the sauce pan a minute longer." "Miss Lucy, I doan' know nothin' 1 about how long 1 biles your eggs. I Jest ieaves 'em in de water till dey's done." "Aunt Mandy, you must know when t to take the eggs out." "Sure 1 knows when to take 'em out," replied Aunt Mandy proudly. "I| sings one verse of 'Nearer, My Ood, to Thee' when 1 wants 'em soft. When de verse is done de eggs Is done. When I wants 'em hard I sings two verses. Dat's all dere Is to It, Mlssi Lucy, an' dere ain't no half way." Hands Up! "You say you were held up this! morning by a footpad with a revolver At what time?" "Five minutes to one." "How can you fix the time MO pre cisely ?" "Because I could see the church clock, and I noticed that its hands' were exactly in the same position as.' my own." —Boston Transcript.
Significant historical Pennsylvania newspapers