THE CITIZEN, KKIDAV, MAY 12, 1011.
Modern Advertising
Hardly nny one man in the big
business concerns does more to see
that the people got a fair deal than
the advertising man.
In New York City there are meet
ings throughout the Fall and Win
ter months, many times a week, of
men engaged In the profession of ad
vertising, all studying how to Im
prove advertising conditions, and, as
a result of these meetings, newspa
pers and magazines are printing
higher-grade advertising.
You can not hav failed to notice
that the best advertisers are now de
voting their advertisements to sim
ple, commonsensc statements that
intelligent people will readily be
lieve, and not to boast, and brag,
and generalities that mean little or
nothing. The intent is to Inform
and convince the public of certain
facts.
Of late years, numerous publica
tions hav'a adopted rigid rules
against the publication of objection
able advertisements, though few
have adopted such rules until they
have grown to optilence through
profiting by the publication of the
very class of advertising they now
exclude.
It is a good sign, ne ertheless,
and lends to the belief that, In time,
newspapers and magazines will hold
themselves as responsible for state
ments In their advertisements as for
statements made in their news and
editorial columns.
Advertising has not always been
as honest and straightforward as it
is today. The wisest merchants and
manufacturers have found that dis
honesty in advertising, while it
does not cost social ostracism and
may not put a man back of the bars,
does not pay.
Values lit McitIiuimIIm-.
A dishonest public made whatever
dishonest advertising there was In
the past, and makes whatever there
is today.
Expecting a merchant to sell with
out profit a manifestly immoral
proposition has led the storekeeper
to offer goods for less than you ought
to pay for them, in order to interest
and attract your trade.
Demanding the things you eat and
wear and use for less and less mon
ey all the while has led many store
keepers to attempt to meet this de
mand by encouraging the manufac
turers to depreciate qualities that
they might keep the prices low; and'
Mils attempt, falling to satisfy the
insatiate demands of the public, has
Jed to exaggeration and often to de-i
liberate falsehood in advertising. i
Why should people not be willing1
to pay a fair price for the things they ,
buy why not insist on paying a fair 1
price? Why should it not be a good
move to begin now and cease ex-!
pecting so much for your money,
put a ban on the product of tho!
sweat-shop, and refuse to buy the ,
product of underpaid labor?
Why not ask your storekeeper if,
the men and women who make the1
tlotlies that they are able to sell you I
bo cheaply are paid fairly for tholr
work. Why not endeavor to learn
if ohllii labor is employed in the'
making of the goods you use? Why!
not Insist on really good things at
fair prices, rather than drag down
manufacturing and mercantile stand
ards by always demanding cheaper
stuff? i
If the people would do this they I
would help mightily to raise the'
standards, Insuring hetter pay and i
improved conditions for labor, en-1
couraging the making of better I
goods, and make honest advertising
jiui omy aavi&auie nut absolutely
necesiary.
Kncotn-nHiiiK i;.travnnniic.
Advertising men and advertising
have been charged with leading the
public especially the feminine por
tion of it into extravagant habits,
and, It is said, have spread discon
tent, making poeple wish. for things
they wouldn't think of if we did not
keep eternally telling them about
them and urging them to buy. The
best thing about these charges is
that they are true. 1 plead guilty.
Delighted to do so. We hear many
jests about women and their hats.
Let mo toll you men who talk so
much about the encouragement of
Industries, t'hat to satisfy the desires
of women for hats there are six
hundred factories in New York city
alone, employing more than twenty-nine
thousand persons, and the.
output of these, factories in Nineteen
Hundred Nine amounted to more
than sixty million dollars seventh
on the list of New York's Industries
far exceeding the output of Paris
with all its high prices.
Do you believe In encouraging
such an industry, or would you do
stroy it and havo your wives dress
as do the Quaker women in Eastern
Pennsylvania, with their old gray
bonnets?
The Simple Life.
I ought to tell you right hero that
tho jokes current about the cost of
hats are gross exaggerations. Why,
tho average price paid for women's
hats In Newark, in the best stores, Is
less than five dollars.
Suppose wo ceased urging you
and your wives to wear good clothes,
furnish your homes In good taste,
put In the lutest sanitary equipment
and the best heating apparatus, to
use good foods and plenty of soap,
to put on rosy cheeks and Grecian
headdress.
Suppose we should go back to what
we like to terra "tho simple life"
and it would he going back what
would become of these beautiful
things that women wear and use to
ornament your homes?
What would become of the silk
weavers, tho lace-makers, the Jewol
ers, the silversmiths, tho potters
what of the artists and artisans?
What or tho automobiles, five mil
lion dollars' worth of which are
owned by people living in Newark
and nearby?
The very fact that advertising of
ten tempts people to spend money
and leads to extravagance is its best
defense, because it lifts us out oft
tho ruts, enthuses and encourages us
to make greater efforts, improves
our condition, and thus compels pro
gress. Advertising a rosltlvo Creative Force
The world would lose much wlth-
New York Chinese Hold Fair
To Aid Sufferers From Famine
Copyright by American Press Association, 1011.
IIINKSE residents of New York have just closed a successful fair for
the boiicflt of famine and plague sufferers In Cblua, and more than
$10,000 is now on tho wny to the orient to be used In relieving distress.
Somp of the money wns obtained by subscription, some came through
the sale of Chinese merchandise, and the rest wns raised by performances In
the Chinese theater. This theater wns closed some months ago when the
police made an effort to "clean up" Chinatown. The performances given dur
ing the fair were of the virudi-P" variety, some of the performances being
Chinese Md others being Preiv Ian and American. In a large hall near
the theater a scoro of booths . .u-ranged, and in them merchandise and
curios donated by Chlneso merchants wen- sold. Those articles ranged from
beautiful embroidery to laundry soap, from bag of rice to intricate puzzled.
Moat of the booths vers in churgo of Chinese women, and New Yorkers for
the first time ha-1 a chance to study those natives of the orient nt close range.
The women wore orlentnl sarb nml wade the fair plcturesnue as well asj
financially successful.
out advertising. It multiplies hu
man wants, Intensifies human de
sires, makes fashions, encourages
constant change, leads people to
dress better, to build better homes,
to furnish them In better taste and
io make them more comfortable and
sanitary.
Advertising leads people to indulge
In luxuries in their homes and so
raise the standard of living as to
make what are luxuries in one de
indo not equities in tho next.
Advertising encourages the oatlng
of pure foods, the drinking of better
teas, coffees and cocoas.
Advertising stimulates the desire
for better apparel, thus creating a
demand that would not otherwise
exist, increasing production, and at
the same time elevating tho taste and
culture of the community.
Advertising creates a desire for
beautiful and substantial furnishings,
thus educating tho people to know
tho historical significance of various
designs and color schemes, and lead
ing them to furnish homes artistical
ly, harmoniously and Intelligently,
and through this refining them.
Advertising has led the masses to
put Into their homes splendid musi
cal instruments, thus advancing the
taste for good music to an extent
that would not have been accom
plished otherwise. Any man who
declares a disbelief in advertising
writes himself down a derelict.
There are those who profess not
to believe in advertising, but with
most of these It Is a matter of money
false economy, often practised to
the detriment of the business or pro
fession they are In.
Tho Spirit of Advert ising.
That spirit we call patriotism, or
civic pride, which leads us to make
our cities more beautiful, comfort
able and sanitary superior to others
Is prompted by the desire to havo
tho city admired nnd favorably talk
ed about, which is really tho desire
for advertising.
It was the advertising spirit that
created t'he great Prudential Build
ings and the tall Firemen's Build
ing. It was this that built the Singer
Tower, and tho Metropolitan Tower.
Business buildings are made magni
ficent architecturally, and In interior
appointments, almost wholly for ad
vertising purposes. Banks are made
to look massive and ornato that they
may impress the beholders with
tholr solidity. Theatres are made
beautiful not for art's sake, but
for advertising. Railroad stations
aro made grand not to facilitate
traflic nor for comfort, but for ad
vertising. Cathedrals aro erected
not wholly to the glory of God, hut
that they may Impress those with
out with the sublimity of tho spirit
within.
I do not doubt that tho Pyramids
of Egypt wero built for an advertis
ing purpose
It Is tho advertising spirit that
builds our magnificent statohouses,
city halls, court houses and parks.
It is this that gives us our fine
schools, our splendid flro depart
ments, our superior water supply.
Tho great World's FalrB, the
grandest celebrations and pageants
i we have ever beheld, have been in-
spired by the desire for fame by the
j cities or countries in which they
. were held and fame Is advertising.
By Theodoro S. Fettinger in The
1 Fra.
The Log Road-Drag
Simple Lessons in (;hm1 Itoad Mak
ing That Aro Valuable.
Tho state of Iowa is supplying a
lesson in good roads which may well
be learned all over tho country.
Some time last spring, Hon. Lafay
otte Young, elltor of the Des Moines
Dally Capital, together with the edi
tor of the good roads department of
that paper, issued a call for a meet
ing to promise a good highway en
tirely across the state from Council
Bluffs on the one side to Davenport
on the other, a distance of 380 miles.
It was attended by representatives
from all the counties through which
the road passes, who elected ofll
cers, appointed committees and ef
fected a most perfect organization,
the purpose of which was to build,
or more properly speaking, to main
tain, this stretch of dirt road by tho
use of the King road drag. For years
sections of this road had been kept
up in a haphazard, disconnected
way, sufficient, however, to demon
strate the efficiency and cheapness of
the King drag method, but this was
the first time that a systematic effort
had been made upon a largo scale
and In such manner 'as to give wide
publicity to its economy nnd effective
ness. But this harvest of results did not
ensue without previous tilling of the
soli of public sentiment. During the
December previous, John W. Foster,
president of the Citizens' Bank of
Guthrie Center, who is a pioneer cru
sader in the good roads' cause, wrote
a letter, which was published in the
Daily State Capital, and attracted
wide attention. In ,It ho stated that
drainage Is really tho basis of tho
good road system. He said: "Keep
the road gently rounded up in the
middle, keep the surface smooth by
tho use of the drag after rain storins,
when tho surface is soft and pliable,
prevent the cutting up of the surface
by narrow tired wngons hauling
heavy loads, and keep up this care
long enough to allow the top crust to
become hard and firm, and tho prob
lem Is solved." All that Is the ne
cessary is to give tho road slight at
tention and It will keep in shape. In
relation to the water that destroys
roads, Mr. Foster said there aro two
kinds to contend with surface wa
ter and ground water. The ground
water, which is the least trouble
some, can be taken care of perman
ently by tiling. But in the case of
surface water, tho case is different,
and this must be cared for by con
stant caro of the road surface.
The road across Iowa was built
and Is maintained by the King drag,
at a cost of approximately $8 pet
mile per year.
According to statistics published by
tho department of agriculture, it
costs $100 a year per mile Io maln-
tain a macadam road 15 feet wide,
the" estimate being based on data ob
tained from the state of Massachu
setts. Of course, it may be neces
sary In the case of tho dirt roads
in some localities to supply some
sort of hard surfacing other than the
soil of which the road Is composed,
but whore this Is necessary It may
usually be found near at hand and
put on without much expense.
Mr. King, the Inventor of tho drag,
says: "There are three things abso
lutely necessary hi order to have a
perfect earth road. Now, It doesn't
make any difference which one of
these things I mention first, because
they are, as near as I can tell, all of
equal Importance. You cannot take
any one of the three away without
destroying the road In tho end. These
things are smoothness, hardness and
conexity. It must be hard, smooth
and oval, if It is not oval, it will
soon go to pieces. It may bo oval,
smooth and not hard, and you know
how they are when there is about a
foot or two feet of soft earth In the
middle of them j when It is compara
tively smooth and not hard. If you
have them smooth and not hard, they
won't stay In order. Undor all cir
cumstances they should be given the
three qualities. Tho reasons why we
have not had these qualities in our
roads before are two; one is, wo did
not know these qunlities would bring
results; the other is we didn't know
these qunlities could be given except
by the use of expensive means. By
the split log drag, we have learned a
very cheap way of improving the
roads.'
In relation to tho King drag and
the cost of using It, Mr. Foster re
cently said before an Iowa farmers'
Institute:
'The road drag Is the only im
plement yet invented which, at a
moderate expense, enables us to keep
the roads smoothed up so that tho
water will run off of them. A road
that is regularly dragged becomes
hard. If a road is built witli a drag,
it Is hard from top to bottom. The
drag is one of the best road builders,
and it builds the road right. You
drag in a little dirt each time, the
travel packs it down. In a little
while your road Is crowned up and
you have the three conditions essen
tial to a perfect dirt road; you have
convexity, hardness and smoothness.
The grade is hard, from top to bot
tom. A heavy rain on this kind of
a road will How off immediately. A
drizzling, continuous .light rain
of a day or two will make some mud.
Ordinarily, to be sure. It is best to
use the drag when the soil is moist
but not sticky. Don't bo in a hurry
to build a high grade. Obtain a
smooth, hard foundation and then
build on It graduallv "
An Kleit ileal Meditation.
How doth the busy little Volt im
prove eacli shining hour. Ho travels
on the D. C. line and gives the people
power. And when he meets tho lit
tle ohm, it's standing in his way; he
sends an ampere in his place and
stays and wins tho dny. And when
he's done his daily tasks and made
the motor go, like chickens, home
to roost ( he hikes back to tho dyna
mo. Or perhaps he takes the A. C.
line because ho thinks it pays, and
takes his family along, and ,vhcn we
have a phase, and if they meet along
the line a Henry or a Faraday, they
treat him as they did tho ohm. For
which we should be glad; for if Hie
busy little volt, did not work both
day and night, where would wo get
our kilowats and our electric light.
Going Too Far.
Along a country road walked a man
nd woman. The latter, a gaunt, stern
faced female, wns bullying the meek
little fellow, who trudged just in front
of her with downcast head. Suddenly
the woman, turning, saw n bull racing
down tho road behind them. She
quickly took refuge in the hedge, but
her companion, unconscious of aught
but his woes, kept on his way. The
bull caught up to him and sent him
spinning into a muddy ditch, then con
tinued on Its wild career. As the woe
begone figure crawled out of the mire
he saw his better half coming toward
him. Plucking up a little spirit, be
whimpered, "M-M-Mnrln, if you hit me
like that a-g-g-galn you'll really get my
temper up, so I warn you."
A South African baker has perfected
a bakln? process by which steak If
grilled nt a temperaturo of 1,000 de
grees. Steam at 220 degrees Is trans
formed through pipes and a super
heater Into the grilling air. The hot
air will cook a whole ox, so it ought tc
do for barbecues. Ho has been ai
many barbecues and never saw a roast
ed ox that was not raw Just beneath
rhp surface.
FOR FALLING HAIR.
Vou Run No Risk When You Use Thin
Remedy.
Wo promise you that. If your hair Is
falling out, and you have not let It go
too fnr, you can repair the damage al
ready done by uslug Itexull "93" Hair
Tonic, with persistency nnd regularity
for a reasonable length of time. It is
a scientific, cleansing, antiseptic, gcr
mlcidal preparation, that destroys mi
crobes, stimulate good circulation
around the hulr roots, promotes hair
nourishment, removes dandruff and re
stores hair health. It is us pleasant to
use as pure water, and It is delicately
perfumed. It is a real toilet necessity.
Wo want you to try Itcxall "0:1"
Hair Tonic with our promise, that It
will cost you nothing unless you are
perfectly satisfied with its use. it
comes in two sizes, prices 50c. and
$1.00. Itemember, you can obtain
Rcxall Remedies in this community
only at our store Tho Itcxall Store.
A. M. LEINE.
CASTOR I A
For Infants and Children.
Nib Kind You Have Always Bought
Bears the
Signature of
HOTEL
'ST. DENI&i
BROADWAY and 11th ST.
iT!Vn Eft "if!"!!1 ?' eveBT of in
tereit. Half block from W.nmker-..
iomfSlki ORl xcellen of amine,
comfortable appointment, courteous
ennce and homelike urroundinta.
Rooms $1.00 per day and up
With privitego ol Bath
$1 .50 per day and up
EUROPEAN PLAN
Table d'Hols BreaMaai . BOo
rem. TAYLOR A SON, n0,
n::MJUj:jaaata:amuttat
S MARTIN CAU FIELD I
Designer and 'Man
ufacturer of
ARTISTIC
MEMORIAL
Office and Works
1036 MAIN ST.
h ?
1 HONESDALE, PA. 1
H . i
itujat:iKaima::sajja:::!::j:fcu
MM M-M-M-M-M-M-Mf-M---
t f
SPENCER ii
t
i
i
The Jeweler
would like to see you if I
you are in the markett
for
JEWELRY, SILVER-;;
i WARE, WATCHES,;;
CLOCKS, I
DIAMONDS, :
I AND NOVELTIES J
I
"Guaranteed articles only sold
KICK
Have you a kick coming ?
Is there anything that displeases you ?
Are you unhappy and need cheering up ?
Has any little thing gone wrong ?
Tell us your troubles. Let us help you ?
For each of the three best kicks each week, The Citizen
will give a brand new crisp one dollar bill. Don't kick too
long. 50 words to a kick. No limit, however, to the num
ber of your kicks. You don't have to be a subscriber to be a
kicker.
Open to everyone alike, men, women and children, subscribers and non-subscribers.
O il and young, rich and poor. Remember two cents a word for the
three best kicks.
There must be something you don't like.
Kick about it. What good is an editor any
way except to fix up the kicks of his read"
ers?
Relieve your mind and get a prize!
KICK ! KICK ! KICK I
A few suggested subjects nt which to kick! The weather, of course.
Tight .fitting shoos; The high cost of living. The hobble skirt and the
Harem trousers. High hats on week days. Suftraglsm, etc., etc., etc. The
funnier the better.
Several people have asked us if the fifty-word lotters containing kicks
have to be signed. How else will we know to whom to award tho prizes?
Whether in tho event of tho letter winning a prize and being published,
the name of the kicker would appear is another question. Undoubtedly
the writer's wishes would bo followed on that score. Our idea of the
"Kick Kontest" includes everything except direct and offensive personali
ties. Sit right down now and dash off fifty words about anything you don't
like and want to register a kick against. It won't take you Ave minutes
and you may win a prize. Tho more original the subject the better chance
for a prize. One dollar for less than five minutes work Is pretty good pay.
Of course you can make your kick as short as you wish. A clever fifteen
word kick may win a prize over a full-length fifty-word one. Tho shorter
tho better.
For the best kick of ten words or less The Citizen will pay an additional
prize of one dollar. Now then, lace up your shoes and let drive!
I'UOFESSIONAIi CARDS.
Attorncys-nt-Lmv.
H WILSON,
. ATTORNEY A COUNSELOR-AT-LAW.
(Mice adjacent to Post Ofllce In Dimmlck
olllce, Honesdate, l'n.
WM. II. LEE,
ATTORNEY A COUNSELOR-AT-LAW.
Office over post office. All legal business
promptly attended to. Honesdale. Pa.
EC. MUMFOHD,
. ATTORNEY A COUNHELOR-AT-LAW
'lfI',,b,e,rty IIilIJ b'lill'is. opposite til
Post Olllce, Honesdale, l'u,
HOMER GREENE.
ATTORNEY A COUNSELOR-AT-LAW
Office over Hell's store. Honesdale l'a.
riiiAitLEs a. Mccarty,
VJ ATTORNEY A COUNSELOR-IT-LAW.
Special and prompt attention given to the
collection of claims. Olllce 'over Keif's mew
f-tore. Honesdale. Pa.
-I.T P. KIMBLE,
.V . ATTORNEY A COUNSELOR-AT-LAW
Olllce over tho post otllco Honesdale. Pa.
ME. SIMONS,
. ATTORNEY A COUNSELOR-AT-LAW
Olllce in the Court House, Honesdale
Pa.
PETEH H. ILOFF,
ATTORNEY A COUNSELOR-AT-LAW.
Ofllcc-Pecond floor old Havings link
building, Honesdale, Pa.
EARLE & SALMON,
ATTORNEYS A COUNSELORS-AT-L AW.
Olllces lately occupied by Judge Scarlei
"UIESTER A. G AM? ATT,J
J ATTORNEY A COUNSELOR-AT-LAW.
Olllce adjacent to Post Olllce, Honesdale, P
Dentists.
DR. E. T. BROWN,
DENTIST.
Office First Hoor, old Savings Itunk build
ing, Honesdale. Pa.
DR. C. R. BRADY,
DENTIST, HONESDALE, PA.
Office Houns-8 a. m. to (i p. m.
Any evening by appointment.
Citizens' phone. 33. licsidence. No. Mr-X
Physicians.
PB. PETERSON, M. I).
. 1120 MAIN STREET, HONESDALE, PA.
Eye and Kar a specialty. The fitting of glass
es given careful attention.
Certified Nurse,
MRS. C. M. BONESTEEL,
GLEN EYRE, TIKE CO., PA.,
Certified Nurse.fi. S. N.
Telephone Glen Kyre. lTmol
Livery.
LIVERY. h red. G. Rickard has re
moved his livery establishment from
corner Clm.-ch street to Whitney's Stone
Barn
ALL CALLS
PROMPTLY ATTENDED TO.
FIRST CLASS OUTFITS. 76y
Advertise In The Citizen?
THE EDITOR ! 1 1