r Advertising , I g Talks p | | i V 'v ■■■! ■Q—3—a—■ Inn LOTS OF GOOD NEWS IN ADS (Those Who Skip Part of Newspaper Containing "Store News" Miss Interesting Reading. Do you get all the news of the day when you read your newspaper? Perhaps you do, but you miss a whole lot of news when you skip the "ads." What the market page is to the business men and manufacturer, what the grain quotations are to the grain dealer and farmer, what the financial quotations are to the banker and broker, that and even more are the "ads." to the majority of the readers of a paper—the members of the fair sex. There they not only get a line on bargains, but much of their knowledge of styles and fashions. The adver tisements in a paper are as much [lews to a woman as Is the story from Washington on the first page, the whipping of another "white hope" on the sporting page, or the closing of a great deal on the financial page. There may have been a time when this was not so —when all that was conveyed in an advertisement was simply publicity or bargains. But with a better understanding of the psychology of the buyer, the great stores have set an example in adver tising that even the smaller ones have followed, and the advertisement of to day Is no longer merely *ndex to bargains, but It is all the phrase im plies—"store news." Here we find the story of the busi ness man who finally after a struggle with manufacturers and jobbers has gotten hold of a select lot of goods at a low price and is keen to give his patrons the benefit of the advantage. There we find the story of the busi ness man who through some error in Judgment of himself or his buyers lias found himself overstocked with a cer tain line of goods, and with another season coming on must clear his shelves, even if he has to stand a loss. Then there is the tragedy of the commercial world —the manufacturer or the business man who has notes and obligations falling due and has hut one way to get the ready cash —■ by clearing his store of the goods. But these are not all the things the ''store news" tells, says the Cincin nati Commercial. We have glimpses of styles passing and to come, fashion hints from abroad and from the great fashion centers of our own country. The style of hats to be worn, the mat ter of dress, even the manner In which my lady is to adorn her head, are re vealed In these columns. No wonder the "ads." of the morn ing paper are so keenly scrutinized by the fair sex—they are full of the news of the stores. SIDEWALKS FOR ADVERTISING How Arkansaw Town Raised Money for Building Cement Walk to Fair Grounds. Wishing to extend a cement side walk a distance of three or four blocks to the new fair grounds, and having no funds for the purpose, the town of Hope, Ark., constructed the extension by selling each outlined block of It as advertising space. A plat was made of the walk, showing It divided into numbered squares. A few of the squares were retained, on which to place h short history of the town, giv ing names of prominent men, various Industries, population at different dates and the names of county and town officers at the time, and the re mainder were sold for advertising. In most cases the advertising was done by forming the letters in the top coat before the final set, but a few of the advertisers furnished aluminum letters and numerals, about three Inches high. Although the sidewalk has new been laid for some time, the outlines of the letters are said to be as when flr3t made. OOOOOOOOOOOOOOOOOOOOOOOOOJ^ g Advertising requires confi- X Q dence and time. Advertising is Q X nothing more or less than a rt © salesman. Possibly the first ad- 9 x vertlsement may not produce o 0 the desired results, or the sec- Q 0 ond, third or fourth. Contln- q O uity in advertising Is what pays. 0 OOOOOOOQOOOOOOOOOOOOOOOOOO Professional Advertising. Why should advertising constitute a breach of all medical etiquette, and why should It, be contrary to all the tenets of th-9 profession? It will be a distinct step forward when medical men r sit themselves these questions and discuss them without prejudice. In the days of the general practitioner there may have been some possible justification for the profession's action In frowning upon the practice of ad vertising by doctors, but this is an age of specialists, and it is a question if the physician, who has concentrated his life to the study of certain forms cf diseases find who has acquired spe clal knowledgt? and skill In his treat ment of these, is doing full justice to his country, and to humanity general ly. If he does not make the fact widely known through advertising.—Free Press, Winnipeg. Canarl^- WHO PAYS THE BILLS? Do Advertised Goods Cost Con sumer More Than Non-Adver tised Goods? By W. D. SHOWALTER. A rather droll phase of the develop raent of newspaper advertising in America has been the perpetual dis cussion as to "Who pays for the adver tising?" For to advertise a store adequateiy in newspapers of large circulation does cost rather large sums of money. The non-advertising shopkeeper seeks to convince his friends that he can sell more cheaply because he does not have to pay for advertising —and, to the thoughtless, his argument seems sound. Of course if it were sound there would be no such thing as newspaper advertising on any largo scale —per- haps the whole system would fall, and there would be no more advertising at all. Primarily, your shopkeeper adver tises that he may sell more goods— not that he may receive higher pricea for. them. A Convincing Illustration. Take, in illustration, two tailors, of Nassau street, New York. Their rent expenses are alike. Tailor Jones spends SIOO a week for newspaper ad vertising. Tailor Smith spends noth ing. His fixed expenses are, therefore SIOO a week leBS than those of his competitor, Tailor Jones. Does that money goto his customers? Let us see. His total "fixed expenses"—the cost of rent, light, heat, telephone, services, etc., amount to |3OO per week. He must make a profit of that amount each week, or lose money. If he makes and sells 30 suits in a week he must make a profit on each suit, above the cost of materials, etc., of $lO in order to make expenses. We will assume that his output is a little more than that number of suits weekly, but that he does aim to make an average profit of $lO per suit. Tailor Jones, who advertises, must add SIOO per week to his fixed ex penses—making S4OO he must earn as profits, above manufacturing costs, each week, in order to make ex penses. His advertising expenditure, how ever, enables him to figure on making a hundred suits each week. Thus, if he figures an average profit of $5 per suit above manufacturing costs, he will have paid expenses—including his advertising appropriation—and will have a personal net profit of SIOO each week. Consumer Saves Money. In the "working out" of the matter, therefore, the man who buys a suit of Smith, who does not advertise, pays him a profit of $lO. The man who buys a Buit of Jones, who does advertise, pays him a profit of $5. It is difficult to figure out just how the buyer has paid Jones' advertising bill —for he has saved $5 over what his suit would have cost if bought of the tailor who does not advertise. The whole problem rests upon the volume of business done —the number of sales made with practically the same fixed expenses. The advertiser, with a larger volume of business, can accept a smaller per-sale profit. NEWSPAPERS ARE THE BEST Strongest Advertising Medium, De clares Coal Merchant—Make "Copy" Attractive. Newpaper advertising received an other Indorsement the other day when C. Frank Williams, delegate to the Pennsylvania Retail Coal Merchants' association, in session at Reading, de clared that when all other methods of publicity had failed he came back to the newspapers. "He said In part: "Advertising depends on localities. I have tried various ways of advertising to bring my business before the pub lic, but in the end I have always gone ffack to the newspapers. I tried circu lars, personal solicitation and post card methods, but none was as suc cessful as the newspaper. Change your 'ad.' from time to time and peo ple will it, especially if it is an attractive 'ad.' A whole lot depends on the 'ad.' I believe in that remark made by John Wanamaker several years ago, when he said that by ad vertising in newspapers a man re ceived five times as much for his money as he could in any other way." Native Advertising in China. Tradesmen In China have quite j>s high appreciation of the value of ad vertising as any other people in the world. In China the biscuits bear the imprint of the baker, and ducks bought In the Celestial markets fre quently show on their backs a big red stamp bearing the name of the seller. Chinese shops have large signboards which show an odd mixture of the poetic and the commercial traits of the people. Here are a few examples: "Shop of Heaven-sent Luck," "Tea Shop of Celestial Principles." "The Nine Felicities Prolonged," "Mutton Chop of Morning Twilight," "The Ten Virtues All Complete," "Flowers Rise to the Milky Way." A charcoal shop in Canton calls It self the "Fountain of Beauty," and a place tor the sale of coal indulges In the title of "Heavenly Embroidery." An oil and wine establishment Is the "Neighborhood of Chief Beauty," and"The Honest Pen Shop of LI" liii plies that, some pen shops are not I honest FIRE SHELL GOES LONG DISTANCE 'lnteresting History of 12-Inch Proje» tile U6ed in Spanish War— Traveled Four Mile*. Screaming out its defiant message of possible death and disaster, a 12- lnch 1,000-pound shell was sent across the Bay of Santiago on the fateful morning of July 3, 1898, from one of •the battleships—Texas, lowa or In diana. The shell traveled a distance of between three and four miles and found lodgment In the side of a rocky hill just behind Morro castle, the charge being unexpioded. It now re poses peacefully on the sidewalk In front of a store in Carson street, Southside, near Twenty-seventh street, but minus the charge. Thousands of people pass the spot daily, but little or no heed is given by them to this Interesting relic of Un cle Sam's encounter with the one-time great power of Spain. The shell was shipped on October 20, 1899, by Capt. Surgeon James Mo- Kay, United States navy, to his father, Stephen McKay, of this city, and 1b much prized by the latter as a relic and souvenir. Capt. McKay gave an interesting de scription of the circumstances attend ing the firing and finding of the shell. He states; "The shell was fired from the Indiana or Texas from a distance of between three 'or four miles, and it was doubtless fired at the eastern battery, a concealed battery of several old bronze cannon situated In a hol low In the bluff, and only visible from several miles at sea. Our ships paid great attention to this particular bat tery from noticing that, while the muzzles of the cannon were visible over the embankment before firing, they disappeared simultaneously with that operation. Now from the excel lent habit drilled Into the men of the navy of overestimating rather than doubting the strength of the enemy, they decided the battery must be com posed of modern rifled disappearing guns, and acted accordingly. Every now and again, and when the ships seemed most quiet, one or another would drop a carefully calculated shell in such close proximity as to keep the artillerists working the guns in a state of constant terror. This shell, from Its position, must have flown over the guns and men at just sufficient height to clear the ridge and plunge into the hill beyond. It missed Its mark by 'a very small margin. However, the hun dreds of holes, some large enough to form a cellar for a large dwelling, scattered all about and within the battery, the dismounted, crippled and half-burled pieces, and the general wreck made of nature In the entire vicinity, speak only too eloquently of the excellent marksmanship of our gunners, and the splendid conduct of our ships in general. "When Admiral Sampson visited the above-mentioned battery some months after the surrender, he smilingly told how they had been fooled by the strange disappearing qualities of the old guns. Many of thes old pieces dated back to 1718 and were masses of most wonderful and beautiful hand carving, but the gun carriages were not more than 100 years old, hence the parts did not fit and the recoil mech anism (great buffer springs) being useless Uie piece on being discharged would bound back Into the air the full length of the carriage (15 feet). The muzzles were visible over the cement before firing, but their re bound flight carried them far out of eight, hence the disappearing guns which deceived our men for a while." The shell, singular to relate, shows but slight marks of its Impact with Its rocky billet, another proof of the care with which American projectiles are fashioned. —Pittsburgh Dispatch. Where the Gray Hairs Came From. The attitude of the commanding gen erals of the north and south toward each other, after the final surrender, wrlteß Mr. Thomas Nelson Page In his recent book on General Lee, Is one that the world regarded with as tonishment, and that Americans may forever look back upon with pride. In Illustration, Mr. Page offers an engag ing anecdote from Long's memoir of Lee. It appears that on the afternoon of the day of the surrender at Appomat tox, Meads paid a friendly visit to Lee at his headquarters. In the course of the conversation, Lee turned to Meade, who had been associated with him as his officer of engineers in the "old army," r,nd said, pleasantly: "Meade, years are telling on you. Your hair is getting quite gray." "Ah, General was Meade's prompt reply, "that Is not the work of years. You are responsible for my gray hairs." Guying a Bombproof. The southern soldiers had little re spect for what were known as "bomb proofs," the fellows who had easy po sitions in the rear. On one occasion a smartly dressed young officer belong ing to this kindred cantered up io a depot where a regiment of men were awaiting transfer. As soon as they saw him they began guying him. "Oh, my, ain't he pooty!" "Say. mister, whar'd ye git that blled shu't?" "Does jo' grease yo' bar with ham fat or how?" ! Z/JMFTTE C IIEN Kate sioopa not laurels to confer; Only the men of worth advance And take the proffered crown from her. HELPFUL HINTS. To Make Pear Honey.—This la as delicious as quince honey, and may be used for so many nice dishes, cake fillings and desserts. Grate four pears, the hard, nice-flavored variety, add a pint of cold water and two pounds of sugar; cook until thick and it drops from the spoon like honey. Skim occasionally .while boiling. This is delicious served on griddle cakes. An unusual sandwich is prepared of the white meat of a chicken run through the meat chopper and pound ed to a paste. Mix with a. little whipped cream, season lightly with horseradish and salt and cayenne. Stir In a little dissolved gelatine and let stand until Arm; cut in slices and arrange with rings of stuffed olives on buttered bread. Roll ripe sliced tomatoes in corn meal or bread crumbs and fry until brown. Serve hot. A substitute for maple sirup: Boil twelve clean corn cobs In two gallons of water until there Is only a gallon left. Drain the water and strain. To each pint of the water add a pound of brown sugar and boll until thick. Add a few drops of vanilla to the cocoa when it is ready to serve. It en hances the flavor. Wash your diamond ring In alcohol end it will come out bright and clean. The white of an egg swallowed will dislodge a fish bone in the throat. A safety pin makes a good substi tute for a bodkin. Use you water color paints to bright en up the faded-roses on your hat. It is easy to do, and they will look fresh and new. Corn meal dampened with kerosene Is fine for sweeping carpets and oiliil floors. A bicycle pump Is good to clean out wicker chairs and carved wood hard to reach with a brush or duster. Chloroform will remove grease from the most delicate fabric without leav ing a trace. Put you cake of chocolate through the meat grinder, then seal it in a can and it Is always ready to use at a moment's notice. Cut ooen a piece of garden hose and tack a piece on the bottom of the step ladder to keep it from slipping. UTUMN la a painter bold. Wields a virile brush. Gilds the heavens with Ills gold. And on tree and bush Lavishes his scarlet tints, Dnzzllns to the eyes. Masterful, wonderous hint* Fresh from Paradise. SWEETS FOR THE LITTLE PEO PLE. Here are some sweets that the small folks will like, and are not harmful for them to eat in moderation: Children's Delights.—Beat the whites of four eggs until stiff, and add very gradually, while beating constantly, two-thirds of a cup of fine granulated sugar. Continue beating until the mixture holds Its shape. Then fold in a third of a cup of fine sugar and half a teaspoonful of vanilla. Sprinkle with colored sugar, nuts or cocoanut, and bake in a moderate oven. Angel Cake. —Take a cupfyl of egg whites, beat until stiff; add a quarter of a teaspoonful of cream of tartar and a pinch of Bait while beating. Fold in a cup of sugar carefully, to hold the lightness of the eggs. Flavor with va nilla, then fold In a cup of flour that has been sifted with a quarter of a teaspoon of cream of tartar. Bake fifty minutes in a slow oven. Spice Snaps. —Heat half a cup of molasses to the boiling point; remove and add a fourth of a cup of sugar, one and a half tablespoonfuls each of butter and lard and a tablespoonful of milk. Mix and sift two cups of flour with a half teaspoon each of cloves, soda, cinnamon and nutmeg; add to the first mixture. Take out a third of the mixture and roll as thinly as possible. Cut with a small cut ter and bake in a moderate oven. Maple Walnuts. —Meat one cup of powdered sugar, a cup of maple sirup, a fourth of a cup of milk and a table spoonful of butter to the boiling point. Roil to the soft ball stage—that is. a soft ball is formed when a little is dropped in cold water. Remove from the heat and beat until creamy. Add a cup of walnut meats and a pinch of salt. Drop on greased pans to cool. Weed* In View. "If he is so dreadful why dont fou get a divorce?" "I don't believe in divorces." "You poor thing! I " "So I shall just start to do my own looking and trust in Providence." The Way. "I should think they could easily run a funny department in the Con jressional Record." "How would they do It?* "Why. look at all th* Joker* tb«y live In th» hill*." iNTEGNAriONAL SDfMSfIIOOL LESSON (By E. O. SELLERS, Director of Evening Department, The Moody Bible Institute, Chicago.) LESSON FOR SEPT. 29. REVIEW. GOLDEN TEXT—"The words that 1 have spoken unto you are spirit and are life."—John 6:03. That Sabbath most dreaded by many superintendents and school* Is the one known as "review Sunday." It Is indeed a test of the ability and skill of the teachers a* well as a test of the kind of work done during the past three months. Some condemn the Bible school and compare its work with that of the day school, not taking Into consideration the differences of paid and volunteer teachers, the time devoted to study, the discipline and countless other features. One method of review is to call out the lessons, twelve In number, and make some comment upon each one or else have some person report upon the subject matter, the golden text, etc. This method may be preceded by having some one tell of that period in the life of Christ from which these lessons are taken; another tell of some events in contemporaneous his tory and the places Jesus visited dur ing this time. After such statements it would be wise to have a brief state ment made as to the subject matter of the lessons for the entire quarter, e. g., how many have to do with mira cles, teachings, etc. Also a statement of the principal persons whom Jesus met. It so happens that during this quarter there is no closely connected thread that runs throughout the les sons and one Is at a loss to know Just what governed the committee in their selection. It would be well therefore to require a written test from the pupils. A set of questions covering the work of the quarter could be prepared and given to the scholars a week in advance and from this set of questions a half dozen could be selected on the day of the review and the scholars be re quired to write their answers during the class hour. What Lessons Teach. When it comes to selecting the main truths taught in each of the lessons of course there will be a wide variety of opinions. We may therefore be pardoned if our suggestions may not agree with those suggested by others. Beginning with lesson one it seems as though the Master is seeking to show us that all manner of sin can be forgiven except that sin which as cribes to the devil the work of the Son of God. This full and complete re jection of Christ and his work of re demption is what is known as the un pardonable sin. The second lesson has to do with the seed, the sower and the soil. It is a great illustration of the method whereby Christ is to extend his king dom and of the various sorts of soil, (hearts) in which the seed is to ger minate. The third lesson is another illus tration of the propagating process. In It we are shown both the intensive and the extensive growth. By the ref erence to the leaven in this lesson we are taught, as also in other para bles, that in this kingdom evil will also be present. Lesson four, the lesson of the wheat and the tares, is a further teacher along the same line with the added significance of the harvest and the separation incident thereto. Lesson five teaches us something as regards the value of this new king dom. Its value was sufficient to com pel heaven to yield its dearest treas ure. Lesson six and seven have to do with the power of Jesus over wind and wave, over the man possessed of demons and over disease and death. Let us bring out the reason why Jesuu thus manifested his power, viz., "that they might see the power of God rest ing in him," John 5-36. Faith Essential. Lesson eight has to do with the great fact that God has so set forces at work in his kingdom as to make the faith of man an essential requi site in Its advancement among men. Lesson nine deals with the death of John the Baptist and the eulogy of Jesus as to John's character and work. The implacable hatred of rebuked evil; the culmination of unbridled lust; the terror of a stricken con science and the reward of the faith ful are some of the truths suggested in this lesson. Notice that in this les son there is no record of any word of Jesuß. Lesson ten, the sending forth of the disciples and the rules that are to govern their conduct is logically fol lowed by the great invitation pre sented in lesson eleven. Lesson twelve deals with the feed ing of the five thousand. He is the living bread who alone can satisfy the hunger of the countless multitudes of mankind. He ia the ever-sufficient and the all-sufficient Lord and Savior. Of course such a review will be rapid and perhaps Incomplete, but it will show that he has sayings for all circumstances and power over all con ditions of life. It will show that bla sayings have in them the spirit of life, that will communlctae vitalit,". and that their efficiency and their ef fectiveness depend* entirely upon tb* response which W« make to them Whenever You. Use Your EacK /V *' e "7 „ Does a Sharp . sioi!"' Pain Hit You 7 slck kiciney8 ' eB ~ passages scanty ft any k 'dney WmJ troubles run into " stone or Bright'* disease. Use Doan's Kidney Pills. This good remedy cures bad kidneys. A TYPICAL CASE— T. M. Harley. 316 Bast Fifth Are., Romo, Ga., sajs: "Gravel nearly killed me; opiates were mj only relief. The kidney secretions were scant and my back fairly throbbed with pain. Doctors didn't help me and finally 1 took Doan's Kidney Pills. Eight boxes cored me and the trouble never returned." Get Doan's at any Drue Store, 50c. a Box Doan's WMtmorek If Shoo' Polishes FINEST QUALITY LARGEST VARIETY They meet every requirement for oleanlng and polishing shoes ol all kinds and colors. GIT/F EDGE, the only ladies' she© dresslns that positively contains OIU Blacks and PolisboJ ladles' and children's boots and shoes, shlnet with out rubbing, 25a ••French Gloss." lUo, ST A It combination for cleaning and polishing all kinds of ruHset or tan shoes, lUc. "Dandr" size 26c. Is A lfl KI..ITK combination for gentlemen whd take pride in having their shoes look Al. Kestorel color and lustre to all black shoes. Polish with a brin*h or cloth, 10 cents. "Elite" slio 25 cents, If jour dealer does not keep the kind yon want| send us the price in stamps for a full size package* Charges paid. WHITTEMORE BROS. & CO., 20-26 Albany St., Cambridge, Mass, 2'he Oldest and Largest Manufacturers of Shoe Polishes in the H orld. ' DEFIANCE STARCH rr',"? FOREIGN BELIEFS ARE QUEER Spanish Wedding la Ruined If One Person Appears Entirely In Black —Some Other Signs. In Spain the wedding is spoiled II one of the guests appears entirely In black, or if the bride looks Into a mirror after orange blossoms and veil are fast in her headdress. When a person's hair ends split. It's taken by the superstitious for a sign that she Is either a witch or has been bewitched. As blond hair splits more readily than dark hair, all witches, spirits and sorceresses have blond or red hair, according to the standard of art. On the marriage eve there Is oftea much good-natured rivalry between the groom and tha bride In the Slav countries as to who shall blow out the candle, for the person who doea will be "first to die." It is impossible to trace the origin of this superstition, yet it prevails in society as well as In the peasant's hut. even as like this, that "to insure the life and health of the'children" the wom an must occupy the right side of the bed. In addition, she must not smoke before her forty-fifth year. There Is a superstition in this coun try and many others against burning a broom. The bud of birch broom is used In Southern Germany as a pre ventive against erysipelas. These buds, a piece of yellow wax and some other articles are enclosed In a pink silk bag, secured with red silk and worn on the back of the neck. The person must change his shirt every Friday. RIGHT HOME Doctor Recommends Postum from Per sonal Test. No one is better able to realize the Injurious action of caffeine —the drug In coffee—on the heart, than the doc tor. Tea is Just as harmful as coffee because it, too, contains the drug caf feine. When the doctor himself hns been relieved by simply leaving off coffee and using Postum, he.can refer with full conviction to his own case. A Mo. physician prescribes Postum for many of his patients because he •was benefited by it. Ho says: "I wish to add my testimony in re gard to that excellent preparation— Postum. I have had functional or nervous heart trouble for over 15 years, and a part of the time was un able to attend to my business. "I was a moderate user of cofTee and did not think drinking ,1 12. hurt me. But on stopping It and using Postum I stead, my heart has got all right, and I ascribe it to the change from coff«» to Postum. "I am prescribing it now in case* ot sickness, especially when cofTee does not agree, or affects the heart, nerve* or stomach. "When made right it has a much bet ter flavor than coffee, and is a vital sustainer of the system. I shall con tinue to recommend it to our people, and I have my own case to refer to." Name given by Postum Co., Battle Creek, Mich. Read the little book, "The Road to Wellvllle," in r'*<gs. "There's a reason." Erf! rend the »I>#m lrtt»rt A lew •as appears from time to time. Thry rire genuine, true, and full of hnmni Interest. Al*.
Significant historical Pennsylvania newspapers