Published Every Thursday kerning
aEO W W AGKNSEIJJSR. A M EDITOR AND OVOTR.
SUBSCRIPTION RAT EH.
I.oo pal year .'paid In advance, SI. B prr jmr If not paid
In advance- Single copies. Fire t nU.
verUalac Kntrs. M cents per Use, aoapareil mwur
cut. (or first luarrtloi. anil 2U renin per lis for earn ubw-
I Insertion. . ' 'r i it r.. - cur ur i. ounty court nouni'.
een the Flirt National Itank and the Ohanty Jail.
RZPCBLICaJi TICKET.
Jutfioj of the Supreme Court,
WILLIAM P. TOTTER,
of Allegheny.
State Treasurer,
FRANK G. HARRIS,
of Clearfield.
President -Judge,
HON. H. M. McCLURE,
County Surveyor,
GEO. A. BOTDORF.
Vol.. x. XVI 1 1.
Oct. 81, 1901.
Number 4.t
PRINCIPLES OK ADVERTISING.
Judging from the way in which a great many
advertisements are written, one would suppose
that the advertiser was trying to tell every
person about everything in the store at one
time. Frequently we see ads and often in
papers ol pretty fair circulations where
John Smith is represented as Dealer in Dry
Goods, Notions, Grooeries, Hardware, Glassware,
Queensware, Tinware, Clothing, Underwear,
etc. etc.
If your school teacher could take a shovel and
scoop the contents of all his books into the heads
ol your children, you would need him only for
one day and a very short one at that. You
send your children to school, to Academy, to
College, to Seminaries and then they feel as
though they should take a post-graduate course,
because they see so inuch more to learn. Day
after day for 10 years, for 15 years, yea for 20
and more years, your children are subjecting
their minds to the one greaf purpose of master
ing the contents of their Ixxiks in order to
strengthen their mental powers. Now, if this
could lie done in a day, a week, a month or a
year, why do you send them so long? It takes
time for them to master these problems,
if you WW tht 'pf.'i)ii.liive.in vour store, and
each them. You must teach them little by
little just as the school teacher does. You are
even at a disadvantage to the teacher becius
pupils have no other things to engross their j
time and attention, while the public generally is
thinking about other things. Your ads must
not only tell them what you have to sell, but
they should create in the public mind a desire to
buy what you have to sell. Give the readers of
your ads something new to learn in your ad.
If you have nothing new to say, then say it in a
different way, and make it new at any rate.
Describe your goods in such a way that people
will want them, it possible, try to secure an
impression on their minds, so that they will not
feel satisfied until they have your goods. If
you accomplish that, the mssion of your ad. is
filled. The nearer your ad comes to doing this,
the nearer complete success yourad. has attained.
Your ad. must pursuade ond convince. It must
do it as completely, as perfectly and as success
fully as your clerk does over the counter. Your
ads should talk as a salesman talks. The
argument used face to face with a customer, it it
sells goods in that way, will, if used in a news
jwper, likewise sell goods. As the newspaper
reaches more people, more goods will be sold.
Give descriptions of your goods and prices.
The descriptions should Ix1 clear and forcible and
should give to the prospective customer an
adequate idea what you have to sell and how
much money will induce you to part with your
goods. If vour price is higher than your com
petitor's, you should explain why and how the
quality of your goods is better. The very fact
that the price is higher, if the difference in
(iiality is shown, will preseut the strongest
argument with many people why they should
rather purchase your goods at the increased
price. Most people have experimented with
cheap goods and have discovered that in most
they received no value in addition to that
for which they paid. If your price is lower,
you must necessarily appeal to a class of people
who feel that they should save that difference
in price by sacrificing a difference in quality.
If you can show a greater saving in price than
is represented by the loss iu quality, it is to
your advantage to bring that to the front.
Every careful commercial and business trans
action whetlur small or large, represents, in
some degree, the ever-present and all-permeating
law of self-protection. That law may not
always le worked out because of ignorance or
inferior judgement, but the law is present and
working with all the mental tools the mechanic
possesses.
If the mind possessed all the information
necessary for the protection of its possessor that
front in every YransactfonVte'pm
to make is, that the law is there, whethtr visible
or invisible, and the business man or ad-writer
who proposes to escape the action of that mental
law, by evading it, must suffer the penalty.
The man who can most successfully write his
ads so that he tarries with him the sympathy
and the good-will of his readers, has removed
the worst obstacles from his wav. More than
half of his success is won.
You may take yourself fir an example. You
rvere not moved to buy the first time you saw
my ad, nor did you give me an order the first
time I wrote you a letter. Perhaps the second
did not do the work, nor the third, nor the
eighth or ninth, but the tenth or eleventh time it
was before you yielded to my persuasion. If it
took so long to pursuade you, is it not reason
able to suppose that it will take just a long to
pursuade the people to whom you want to sell?
That is why continuous advertising pays belter
than the spasmodic kind. Shape your ads and
your lollow-up matter so that each and every
one will dove-tail with the other. The entire
effort will then move as a solid phalanx toward
the goal you wish to reach. Your advertise
ments will then lie like a powerful army,
moving on the field of battle, the public, like
the enemies of war, willing by surrendering as
prisoners to the allurements of your advertising
campaign. But you say that is visionary. So
it is, for you, as lu ig as you do not accomplish
it, but it has lee.) done by the greatest enter
prises of this country.
Nkxt Tuesday is election day. It is the
duty of every loyal republican to go to the
polls and vote the full republican ticket.
Judge McClurc has shown himself fair and
just even to his political enemies. In doing this
he simply did his duty as an impartial judge.
He is entitled to the honest and faithful support
of Republicans and Democrats.
A newspaper editor must be careful what he
says in these days of political warfare. Andrew
A. Leiscr has brought suit for libel against
Senator Focht, editor of the Saturday News.
The charge is that Focht called Leiser a liar
and a scoundrel.
It is said by those who received a copy that
the Selinsgrove Times was Democratic last
week. As none was received at this office, we
are compelled to take the word of others on this
subject.
It becomes the duty of all good loyal repub
licans to stibtnint to the will of the majority.
The majority of republicans nominated Judge
McClure, both in Union and Snyder Countii s
last soring and the majorities were 8 over
whelming uuat vw iwH, .....J"
every vote should be placed in the Republican
circle.
A FAMILYJEMEDY
Pe-ru-na in Use in Thousands ol
Homes.
Mr. Harry M. Sterens, of Midland
Beach, L. I., New York, proprietor of
the Richmond Hota , writes:
"It gives me pleasure to testify to the
T H E BEEHIVE
Silk and Flannel Waists
Are among the principal attractions of the store at present. IWc are
getting ready for the cold weather. Our stock of these indispensable gar
ments is well nigh limitless. Everything that is new and is smart here,
and what is more, is here at prices that cannot he found elsewhere. We
Started out to give you a description, but there were so many styles that
We found it an impossible task. Suffice it to say that the silk waisfs are
bewilder.ngly beautiful with Hemstitching, eoiding and tucking in lovely
shades ol rose, light green, blue, maize, aardinal, gray, pink, and white
and black.
The prices arc $4.60, $5.00, $5.50 up to $7.50.
The Flannel Waists : Home are plaited, some tucked, others have
strap trimming, or velvet ribbon or buckles, or new cuff, while others de
pend on the quality of the flannel alone for their beauty and are fine sim
plicity itself. Color-line pink, light blue, cardinal, green, rose, royal,
white and black. Stale of prices, $1.00, $1.25, $1.50, $1.75 up to $3.50.
A good hue of flaunelette waists for 50c.
Dress and WaLking Skirts
Medium and dark Oxford Skirts, $2.50. Black, melrose and cheviot
skirts, full flare or flounce, $2.75.
Medium and dark Oxford Skirts, full flare, corded flounce, $3 00.
Grey homespun skirts, full flare flounce, trimmed with bands of grey silk,
Very graceful shape, $5.50. Cheviots, pebble cheviots, mohair and broad
cloth, made in the newest effects, tucked, corded, strapped and stitched.
Words cannot convey the grace and style of these garments. You can
take the finest material, and if it is not gracefully fashioned, it counts for
naught. Hence, we brag about the grace and style of our skirts. The
best skirts are $5.00, $5.50, $(5.00, $7.50, $8.00 and $10.00.
Black: Silk Skirts
In Taffeta, China ami Peau ue soie. A very neat silk skirt, circular
flouuee, trimmed with several rows of quilled ribbon, $8.00. Stylish
silk skirt, full Hare, applique of net, ruffle of silk, $!).00. Beautiful Peau
de soie skirt, Hare flounce, stylishly trimmeJ, fclii.OU.
Children's Coats
Reefers, Three Quartern and Automobiles Reefer ot blue and o-rev
mixed cloth, stylish collar, trimmed with binds of blue cloth. $2.00.
Reefer of cardinal cloth, jaunty collar, embroidered in black braid, $4.
Three Quarter Coat of fine castor kersey, strap trimmings of stitched
pastor sich, $7.50'. Three Quarter Coat of fine royal blue kersey; the
new large circular collar; culls and collar trimmed with bands of blue
Velvet, white metalique polka dots on velvet; a strikingly handsome coat.
$10.11..
Tan Mellon Automobile, smart circular cape trimmed with white
OUtaehe and brown braid, $6.00. Cardinal Beaver Automobile, small
chi col .ir and culls, trimmed with hands of stitched black velvet, $-1.50,
Blue Camel's Hair Automobile, neW Russian back and belt, cuffs, collar
and belt piped with blue velvet, $10.00.
Ladies' Coats
Our prices are so very moderate that we really believe their equal isn't
'"," wu"u wocwueraj lorgoousoi equal merit, and we tluiik that you
wiH say so too when you see them. A stylish' lot of short Jackets from
$2.50 up to $9.00. Three quarter lengths in castor, tan, Oxford ox
blood and black. Perfect fitting, finely tailored with an air of' style
tamped on every garment. From $10.00 up to $22.00.
Ladies' Coat Suits
It's a real pleasure to see a lady in a trim, finely tailored suit. No
well dressed woman can afford to do without a suit of this kind. It's
economical, it fits in anywhere, it's the thing to buy. Have you seen
our $10 and $12 suits? They stand for fine tailoring, chic styles and
good materials.
Lace Curtains and Portieres
Don't you need some Lee curtains? We keep a large line from 45c
up to $2.75 a pair. A cosy home needs the the final touch that lace
curtains give. Are you ready for a pair of portieres ? They cost so little
and add so much to the home beauty. We have them as low as $1 75
and as high as $5.00 a pair.' Come and see thorn W ...
line this weak. You'll do well to look us over before purchasing for
-an .rill Hi fr mtl.i I... 4 1. LI.. I 1 ...
r"M "'" wu'7 w uiurougmy pieasea, out you will also save quite a
bit of money on your purchase.
J. N HARRISON,
Sunbury, Pa.
Harry H. Stevens.
value of Pernna. I have used it for years
and have found it to be a most excellent
family remedy. For colds, catarrh
and similar 111b, it is unsurpassed."-
HARRY M. STEVENS.
John L. Burnett, Member of Congress,
Seventh Alabama District, writes:
"I take pleasure in testifying to the
merits of your Perunn. At the solicita
tion of a friend my wife used it, and it
improved her condition generally. It is
a remarkable remedy. I can cheerfully
recommend Peruna as a good, substan
tial tonic, and a very good catarrh rem
edy." Peruna cures catarrh wherever lo
cated. Peruna is not a guess nor an
experiment it is an absolute sclent itlc
certainty. Peruna has no substitutes
no rivals. Insist upon having Peruna.
If you do not derive prompt nnd satis
factory results from the use of Peruna,
write at once to Dr. Hartman, giving a
full statement of your case and he will
be pltased to give you his valuable ad
vice freo.
Address Dr. Hartman, President of The
Hartman Sanitarium, Columbus, O.
the foh en OP HABIT.
A Rrflaltloa mi Matrlaraay.
A priest the other day, who wa
examining a confirmation class in the
south of Ireland, aaked the question:
"What la the sacrament of matri
mony T"
A little girl at the top of the class
answered: "Plaae, your riverence,
'tis a state into which aowls enter to
prepare them for another and a bet
ter world."
"Put her down," aaya the curate;
"put her down to the fut of the
class."
"Lave her alone," said the priest,
"for anythin' you or I know to the
contrary, she may be parfltly right."
St. Louis Republic.
WaralaB-.
This world Is rough, but never mind.
Keep slnclng as you go.
For If you stop to kick you'll And
You've simply stubbed your toe.
Washington Star.
Dr. Thomas' Remedy
st. mm
Has never failed to effect a
permanent enre where the
directions have been care
fully followed; the most ob
8tinate cases, that have baf
fled the skill of physicians,,
have yielded to its powerful
influence, and it stands to-day
as the only known and pos
tive cure of this distressing
complaint. Sent by mail on
receipt of $4 60. Address
Thomas B. Bechtold,
1324 North 55th St.
10 31 5t Philadliphia, Pa.
Professor's Widow (looking nt a
newly-erected stntuc of her husband,
in n rainstorm) Too bad! He's for
gotten his umbrella again. Fliegendo
lllnetter.
PrmlMi
The wind blows sweetly from the west,
The furnace fire dies.
And In a little while we'll get
The sticky paper out and set
The old snares for the files.
Chicago Record-Herald.
Overlooked It.
On his way home from the lodpe
Mr. Jymes was held Up by foocpads
and relieved of nil his valuables.
"What did they get, Uufus?" anx
iously asked Mrs. Jymes, after he
had reached his home und reported
his loss.
"Everything' except the password!"
he KT saned. Chioaco Tribune.
War He Was Kl.Ulnyr.
"Those outrageous trusts ought to
be wiped out of existence if it takes
every gun and every gallows in the
land to do it."
"What's your special grievance
against them?"
"Why, the scoundrels refused to
buy up our plant!" Cleveland Plain
Dealer.
Strikes Both Ways.
Daughter I just read in a paper
that girls who learn to play the cor
net, clarionet, flute or trombone de
velop the prettiest and cutest little
dimples in their cheeks that "
Father Yes; but think of the
wrinkles they develop in everybody
else. N. Y. Week'y.
Here We Are Aah) !
What do we offer
this week ?
LISTEN, LOOL.
Apile of Ginghams,
Lancaster at 5c per yd.
These are good Ging
hams and are worth
much more money.
We want Shell Bark at
$1.25 per bushel, wal
nuts at 40c and all your
produce we day highest
market prices for it.
Gome early.
R. E. GIFT,
Paxtonville, Pa.
WANTED-
Jadien, hoys and
striata latmaaea
our HKADACHK and l'AIN TABLETS. We
trust you nnd give elegant premiums or cash.
rite us and we will send goods at once. All
not sold can be returned. We have best pro
position ever made. Write to-day. Bo 611.
lJept. IB, BHIDUKPOKT HKMKDY CO.,
10-SI-St. Bridgeport, Ct.
Phenomenal.
"Why do you want so much space
tor your account of that fire?" asked
the city editor. "Was there anything
unusual about it?"
"Unusual!" gasped the reporter.
"There was something that wus never
heard of before! The families inside
the building had plenty of time to
put on their clothes, gather up their
valuable! and get outside before the
roof fell in!" Chicago Tribune.
.Invenlle Discretion.
A gentleman who is no longer
youn-, and who never was handsome,
asked his son's child what he thought
of him. The boy's parents were pres
ent. The youngster made no reply.
"Well, so you won't tell me what
you think of me? Why won't fOU?''
" 'Cause I don't want to get licked,"
replied the sprig .of a rising genera
tion. Tit-Hits.
t a Urala of It Lett.
Ilobbes You always sleep so well,
Benson. Your conscience must be
perfectly clear.
Benson I'm sure it ought to be.
It has been strained often enough.
town topics.
A Heartless Unite.
Mrs. Justyed Penelope is dying ol
a broken heart.
Mr. Justyed The cause?
Mrs. Justyed O, a man, as usual
after refusing Percy 17 times he has
topped calling. Judge.
First Come Plrat Served.
"How awfully greedy you are!"
said one little girl to another. "You
took the biggest apple from the bas
ket just as I was going to take it my
self." Philadelphia Inquirer.
Wenry Wnltlnu-.
She (wearily) Did you give the gar
con your order?
He (gloomily) Yes; but I think ho
means to keep it as a souvenir.
Harper's Bazar.
In the Matrimonial Market.
May Belle has been in the market
for a Iqh if time.
Clara Yes, but she is quoted at
W. Town Vo'picsk
PREPARE FOR WINTER
We have a nice line of Winter Stock,
MEN'S AND BOY'S SUITS,
MEN'S AND BOYS' OVER
COATS,
FULL LINE OF UNDERWEAR,
HATS; CAPS AND UNDER
WEAR. tjioW
You are cordially invited to
examine our excellent stock,
whether you buy or not. Our
stock is all marked in plain
figures, and you can see all prices for youiself.
We have s, strictly one-price to all; Thanking you for
past patronage ami soliciting a continuance of the same.
I. remain Heap' v.
WOLF FRIEDMAN,
318 East Market St.,
Sunbury, Pa.