PAGE TWO
THE CITIZEN, FRIDAY, AUGUST 9, 1912.
CUSACK'S VIEW
ON ADVERT!
He Is the Biggest BHIboard -1
Man In the Business.
& I fi NHS ssnsiDnr nnnniur prru !
Mgl: " I1LW IliUmiUL UULinillL OLLll j
1 n nnr.rs
HI LUUUL U
FEEDERS FOR NEWSPAPERS.
Advertisers Use the Billboards to Call
Attention to Their Wares and Then
Turn to the Newspapers to Tell the
People Why They Should Buy.
It hasn't Ixmmi so ninny yenrs since
the billboard men and sonic of the
newspapers were sworn fws, but all
this hns changed, aceurdlns to Thomas
Cusack of Chicago, who is said to be
the blpgest billboard man in the coun
try! which menus in the world. It in
said of the billboards ownwl and op
erated by Mr. Cusack that plnced enl
to end they would form a fenco twelve
lcet high running nil the way from
fealt Lake City to New York, and he
employs 1,200 men. Some of theni,
According to Mr. Cusack, have taken
prizes In art institutes In Chicago nnd
elsewhere, and not a few have leen
graduated Into illustrators nnd cover
page designers for the magazines.
Mr. Cusack was one of the pioneers
dn the billboard business and has been
nt it thirty-six years. There was a
time, Mr. Cusack said, wljen he trav
eled over the country printing the
signs himself.
"The newspnpers, nt least many of
them, used to think the outdoor adver
tising came Into comietltIon with
them," said Mr. Cusack. "On the other
Jiand, it has been proved that there is
no actual competition. Instead, one
lielps the other. The Chicago newspa
pers of late have begun to recognize
tills, and some of them are among our
biggest customers.
How It Works Out.
"It works out this way. The man
who has a big proposition to put before
the public must make a campaign of
advertising. The proportion of it the
billboard men could hope to get would
be small not more than 15 or 20 per
cent at the most. Now, when I went
Into business I used to bold that the
newspapers were not effective as a
means of advertising. I have changed
my mind, nnd I now hold that they
rank first They are bound to get the
biggest share of the advertising, and
the magazines nowadays come next.
AVe rank third or fourth.
"We are feeders for the newspapers.
The small denier, the clothier, the lit
tle collar and cuff manufacturer who
wants to boom his local trade, is likely
to begin with us. When he has seen
the value of advertising he goes fur
ther nnd takes it up in the newspa
pers. We really create with him a de
mand for newspaper advertising.
"Take the case of what Is now one of
the biggest collar and cuff manufactur
ing concerns In the country. Thirty
years ago I did practically all Its ad
vertising work with the billboards.
Then It went Into the magazines nnd
then into the newspapers, and nowa
days it uses the two latter vehicles
almost exclusively. Its advertising was
created and developed by the paint peo
ple. "Then up to a few years ago a cele
brated brand of tobacco was entirely
advertised by painters. It has since
become a great newspaper and maga
zine advertiser. I regard our business
ns the greatest uuxlllary newspaper
advertising has.
Cover the Country.
"Our method is used by one set of
advertisers who wish to Iocallzo their
displays. Then, of course, there are
big advertisers whose wares wo make
known widely. Wo cover this coun
try outelde of the Immediate east, nnd
we have 17.000 bulletin boards fifty
feet long and ten feet high oil rail
roads. "Formerly the newspapers used to
fight these on the Civic federation
nnd 'city beautiful" plan, but now they
are realizing that they are an nsset.
"Our work is now recognized ns n
necessary part of almost any well con
ducted advertising campaign. It is
entirely different from newspaper ad
vertising. We can simply show a pic
ture or nn exhortation. There is no
space to tell why the man who reads
should buy. Ho Is told that the arti
cle is to be had or perhaps what It is
for.
"If the advertiser wants to tell peo
ple why they should buy his goods ho
must use the newspapers. An illus
tration of what I mean may bo found
In political advertising. Out in the
west pnlnted billboards are coming In
to general use In imlltieal campaigns.
Yet all these can sliow nre short po
litical slogans, for the most part n
short, catchy sentence that attracts the
eye in the second it flashes past The
man who would learn tnoru must go to
the newspaper.
'Billboard advertising is' on the in
crease all the Jlme, Just as is newspa
per advertising.
"Wo are largo subscribers to news
papers und magazines. I supposo our
bill for subscriptions amounts to at
least $25,000 n year. In tho old days
you did not have to pay a farmer if
you wanted to put up a blllbourd on
his land. Nowadays ho has eomo to
realize that that privilege Is worth
something."
Held to Be Revision of Foreign
Policy Discussion
Predicted.
T
HAT the Lodge resolution de
manding the exclusion of nny
corporation controlled by a for
eign government from acquisi
tion of any territory on tho American
continents the possession of which
might menace the safety of tlw Unit
ed States amounts to the enunciation
of n new foreign policy Is Just dawn
Ing uikhi the minds of officials In
Washington.
Instead of being a new expression of
the Monroe doctrine It is, and was so
Intended to be, the declaration of a
new doctrine In the International rela
tions of the United States.
It was learned that President Taft
had opportunity to have the new poli
cy. If adopted, boar his name and to
take rank with that of the president
who first promulgated to the world the
Monroe doctrine. Senators, it Is un
derstood, urged the president to ac
cept tills opportunity and let the doc
laratlou embodied in the Lodge reso
lution go before the nation bearing
his (the president's) name.
Mr. Taft decided, however, that ho
would leave the matter In tho bands of
Senator Lodge, who lias for a long
time been plainly moving toward tho
enunciation of such a "hands off poli
cy regarding the American continents
as ho has now nsked tho senate to In
dorse. Where Resolution Differs.
The policy presaged by tho Lodge
resolution differs from tho Monroo
doctrine In that it commits tho Unit
ed States henceforth to prohibit nets
by foreign corporations or associations
which heretofore only foreign nations
have been barred from doing. Tho
Monroe doctrine binds this wveen-
ment to view as an unfriendly act tho
acquisition by any nation outside the
western lemlsphere of territory In the
American continents or tho coloniza
tion of those continents by any nation
beyond the seas.
The Lodge resolution, on the otlxr
hand, would make it an unfriendly net
even for nny corporation in any meas
ure controlled by a notion foreign to
tho Americas to acquire any harbor or
other territory so situated that the oc
cupation of it might threaten tho safety
or communications of the United
States.
Arising out of tho possibility of the
shores of Mngdalena bay falling into
tho hands of a syndicate controlled by
tho Japanese government, tho Lodge
declaration goes much farther than
this specific case and is so sweeping as
very materially to influence tho coureo
of events in tho region of tho Panama
canal.
In tho opinion of diplomats it will
cause Individual widespread dlscussloo
in Europe.
Preventive Against War.
Senator Lodge holds that his resolu
tion, if adopted, will servo not only as
a preventive measure against war, but
OOP
RESOLUTION
Maintenance Will Depend Up
on the Country's Naval
Strength.
SEVERE TEST FOR AIR MEN.
Exacting Requirements to Secure Mas
ter's License.
The first details of the requirements
to bo exacted of American aviators In
qualifying them for brevet or master's
license being arranged by the Aero
Club of America have become known.
They are declared by aviation experts
to bo more exacting than requirements
of European aviators for similar li
censes. First tests In America for tho mas
ter's license will be held on the Cicero
field, Chicago, Sept. 10 to 20.
Following nre tho requirements for
tho new license ns tentatively decided
upon:
Applicant must bo twenty-one years
old, must make a cross country flight
of fifty miles, around a point twenty
five miles nway; must fly to a height
of at leust 2,500 feet, shut off his mo
tor there and glide to n point not moro
than 100 meters (328 feet) from a pre
viously Indicated spot nnd must have
token n physical examination showing
him to Iks sound.
Other tests will bo held in New York
Oct. 10 to 20.
Yale's Oldest Graduate Dead.
Jonathan White, aged ninety-two,
said to bo tho oldest living graduate
of Yale, class of 1S10, died recently in
SJrockton. Moss.
BEST DAIRY COW IN WORLD.
Holstein-Frieslan Owned In New Jer
sey Boats All Records.
Voldessa Scott II., a IIolsteln-Frie-sian
cow owned by Bernard Meyer of
FInderne, N. J., has Just been subject
ed to a test which, it Is alleged, has
demonstrated that sho is tlw best dairy
cow in tho world.
In thirty days' tost sho has produced
2,020.0 pounds of milk, 131.010 pounds
of fat nnd lOi.27 pounds of butter.
Thero were three rot eats in connection
With these records, In which tlmo tho
cow was under constant watch day
and night by different Huporvlsora.
Among thoso who watched tho eow
wero Professor Alfred 8, Cook of tho
Now Jersey experiment station, who
saw tho cow givo twenty-six pounds of
milk six hours nftor a first milking.
Tho milk also tested 4.70 per cent but
ter fnt. W. D. Goldlng of tho Now
Jersey experiment station was In
charge of tho tests.
will relievo tho United States of the
possibility of nn embarrassing elttin
tion arising In tho future, Tlw senator
Is convinced thnt tho Uultcd States
should i-oflt by tlx; lesson of tho Mng
dalena Uiy incident nnd save itself
trouble In tho futuro by putting out
notice as to what tho United States
deems noeons(iry for tho preservation
of Its vital interests In tho western
hemisphere.
It Is well understood, of course, nnd
fraul ly Admitted by nenntore that such
a policy ns tho Lodge resolution in
volve will, like the Monroo doctrine,
be a policy of the United States only
so long as iKs government Is prepared
nnd comiwtrnt to maintain it by foroo.
Thre bus Ikvii talk Unit tlie Lodfie
rtt)lutlon Is aimed at Germany.
As a matter of fact. It Is aimed at no
power In Europe or Asia, according to
Its author. The Massachusetts senator
hns declnrwl that his resolution is not
to servo ns a chip on tho sliouldcr of
Undo Sm or for tho purpwo of inter
fering with the progress of any partic
ular notion.
It is a fact though, thot Germany is
tlio one nation which in advance of
nny forbidding policy Btxih ns is pro
posed by Senator Lodge would be most
likely to foster the acquisition by her
citizens of a harbor in tho vicinity of
tho Pnnnma canal
German Bhips nre now one of tlie
principal means of transportation of
goods to South and Central America,
which American manufacturers mu3t
ely on.
German Shipping Interests.
It mtist 1 expoctod that her ships
will be moat frequently soon passing
through tho Panama canal, ns sho hns
already developed a carrying trade on
both coasts of tho American continents
to which tho opening of tlw canal will
givo fresh impetus. It Is equally well
recognized that tho only deterrent to
Germany's acquisition of a base In this
hemisphere) has been tho Monroo doc
trine ever since tlw remarkable ex
pansion of her merchant marine be
gan, and the Lodgo resolution if adopt
ed will put a furtlker limitation on Ger
many's ambition.
It is not clalmod by any of those wl
nre supporting the Lodge resolution
thnt it hns any specific sanction in in
ternational law.
Great Britain, it is pointed out, baa
long maintained that tho coast of Bel
gium and tho Netherlands should not
bo held by tho sumo government which
controls the coast of Franco. Tno pre
ponderant power of the English navy
has enabled Great Britain to maintain
this policy and insist upon its observ
ance by other powers.
Tho proposed policy Involved in the
Lodgo resolution. It is declared, rests
upon conditions precisely similar to
this one of Great Britain, and its main
tenance will depend, like that of the
British policy, upon tho naval strength
of tho United States.
.....QOO
VIRGINIA MAY GET FLAG BACK.
New Jorsey Has Banner Undw Whloh
"Stonewall" Jackson Fell.
Wilbur F. Sadler, adjutant general
of tho New Jersey national guard, sur
prised Lieutenant Governor Ellyson of
Virginia while tho latter was visiting
Governor Wilson at tho capltol recent
ly by showing him a flag which Mr.
Sadler believed to bo that under which
"Stonewall" Jackson received his mor
tal wound.
Mr. Ellyson was bo Impressed that on
his return to Virginia ho will try to
Identify tlw flag. If ho succeeds botlj
no anu General Sadler will try to have
It restored to tho state of Virginia at
a formal ceremony to bo attended by
Governor Wilson nnd a regiment of tho
Now Jersey national guard.
Tho Hug is a division corps flag nnd
was captured at Chancellorsvillo, Va.,
by a New Jersey regiment tho day aft
er Jackson was shot It has remained
in tho keeping of New Jersey ever
since, Mr. Ellyson expects to see Cap
tain J. l Smith of Richmond. Va., who
was with Jackson when ho was shot,
and will attempt through him to ideu
Ufy tho Hag.
Tho flag is of flno silk, made, Mr. El
lyson thinks, by women of Virginia,
with diagonal bars of blue traversing
It Six stars are ou each bar.
FIRST CHINESE JURYMAN rfERE
P. C. Chiang on His Way Around the
World Investigating Courts.
P. 0. Chiang, who served on tho first
Jury over appointed in China and
which, two years ago, convicted its
man and had him sentenced for a long
term, Is in this country on his way
around tlw world investigating tho Jury
syatom and tlw courts under tho Eng
lish nud tlw continental oodes nnd will
make nn extended stay in tho United
States with tlw Bamo object.
IIo said that ho bcllovod tho Jury
system would soon bocomo nn estab
lished part of tho Chinese code nnd
that ft was gaining favor every day.
IIo spoko of tho progress of bis nativo
land and admitted that that great conn
try had long needed tho awakenlag
twr H won now undorcolnc.
DMINrSTRATOR'S NOTICE.
Estato James Van Vdlkenborg, lato
OI QCOU.
All nnrnnna Indnlitrul In on lI
nro notiilod to raako Immediate pay
ment, to uio unaorsignou, and tuoso
having claims against tho said es
tato aro notified to present thorn
duly nttcsted for settlement.
R. W. RAYMOND,
Adm'r.
Shormnn, Pa., July 1, 1912.
ajttmxrmimnntrnjmna:mjmj3
WHEN THERE
IS ILLNESS
in your family you of course call
a reliable physician. Don't stop
at that; have his prescriptions
put up at a reliable pharmacy,
even if it is a little farther from
your home than some other store.
Von can find no moro reliable
store than oura. It would be im
possible for more care to bo taken
in the selection of drugs, etc., or
in tho compounding. Proserin
tions brought here, either night
or day, will be promptly and
accurately compounded by n
competent registered pharmacist
and the prices will be most rea
sonable. O. T. CHAMBERS,
PHARMACIST,
Opp. D. & II, Station. Honesdale. Pa.
1
I H I I'M WW WW WM MiMMIM'Ml HI Ml Mi I 9
Tlio Kind You Ilavo Always Bought, ami which lias been
in uso for over 30 years, lias homo tho slfrnnturo of
... nd lias heen iniulo tinder Ida pcr-
CjZaXJpZZTlrtfZs 80nnl "P0rvlsion slnco its infancy.
sjr, -coccuk Allowno ono to deceive yon in this.
All Counterfeits, Imitations and" Just-as-gool'nro hut
Experiments that trlllo with and endanger tho health of
Infants and Children Experiences ngalnst Experiment.
What is C ASTORIA
Castoria is a harmless snhstitnto for Castor Oil, Paro
goric, Drops nnd Soothing Syrups. It is Pleasant. It
contains neither Opium, Morphino nor other Narcotic
substance. Its ago is its guarantee. It destroys Worms
and allays Foverishncss. It cures Diarrhoea and Wind
Colic. It relieves Teething Troubles, cures Constipation
and Flatulency. It assimilates tlio Food, regulates tho
Stomach and Bowels, giving healthy and natural sleep.
Tho Children's Panacea Tho Mother's Friend.
GENUINE CASTORIA ALWAYS
Bears the Signature of
MARTIN CAUFIELD 1
I
Designer and Man- jj
ufacturer of
n
ARTISTIC
MEMORIALS
Office and Works;
1036 MAIN ST.
HONESDALE, PA.
Can we send you The Citizen?
J
The Kind You to Always BougM
In Use For Over 30 Years.
THC CENTAUR COMPANY, TT HURRAY TRttT, NCW VORACITY.
The Ideal Guardian
of the estates of your minor chil
dren. It has the very best facilities
for the profitable and wise invest
ment and re investment of the princi
pal and accrued ncome -The Scranton Trust Co.
S8
510 Spruce Street.
For Results Advertise in The Citizen
NOTICE
WATER
s
The use of water
for
sprinkling lawns,
gardens, streets, etc.,
is hereby prohibited
EXCEPT between the
hours of 6 & 8 a. m.
and 6 & 8 p. m.
-
Honesdale Consolidated Wafer Co.