davidaulloa/AmericanStories huggingface dataset:
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
TEXAS IN TYPE.
TEXAS CROPS AND WEATHER.

Farmers in the towns nowadays are con-
spicuous by their absence. Clean crops are
always ready for rains.
All kinds of binders are being taken to
the country, showing the near approach of
harvest, which will begin in Wilbarger
county the last of this month. No rain is
needed for the wheat yet, but corn and oats
would thrive better with 4 good shower.
QUANAH, May 10.-God in his allwise
providence is shOwering innumeTable bless
ings upon this section. In the face Of the
general outcry that has gone up for years
stamping this as nothing but cattle coun-
try and fit for nothing more, hundreds Of
farmers have come in and taken up land,
built them homes, and this season will reap
their reward for their nerve and enterprise.
The seasons have been all that any farmer
could have wished for, and more than could
be reasonably expected. Plenty of rain to
put their ground in condition for blowing
and seeding, also in bringing up their grain,
and last evening just as farmers were wish
ing for a shower to put on the finishing
touches to their crop it came in gentle but
steady downpour and is continuing at the
present time. Everybody is happy and the
wheat and oat crop is an assured fact and
will be one of the largest ever seen in this
or any other section of Texas. Truly they
have something to be thankful for.
heavy crop Of cotton is better than ever be-
fore in this section, though some fear is
expressed on account of the very cool nights
we have been having for the last several
days Corn and small grain looks excep-
tionally well.
VERNON, May 1o-A nice, gentle rain is
falling to-day. It was much needed, COM
ing in the nick of time for the grain
QUASAH, May 9-Hardeman county is
still here, and the crops look fine. The
wheat crop is now an assured fact-pretty
well all headed out-ranging from three to
four feet high, and another rain in ten days
will make heavy oat crop. Also corn and
other crops look well. We have now all
the early varieties OF garden vegetables
brought in from the country, and they are
of an excellent quality. The crops promise
to be the heaviest ever harvested here be-
fore.
HAMPSTEAD, May 9-Melons will be ten
days later than they were last year on ac
count of too much rain. Two hundred cars
will be shipped north and east from here
this season.
MISEoLA, May Crop prospects are
splendid. Although late spring, every
agricultural enterprise is in good shape,
Fruit bids fair for a good yield of extra
quality, owing to the fact that the trees
and vines are not extra heavily loaded.
NEVADA, May 10-Rain is very much
needed in this section none having fallen
for about three weeks. Crop prospect is
very good so far; some report, however, of
chinchbugs in the corn.
JEwETr, May Crops are looking very
well, corn worked over and cotton nearly
all planted. The weather has been very
cool for several days.
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11

he does not advertise all he has got people
will not buy ali he has. No theory stands
upon falser bottom, for no writer can de-
scribe the goods of any store, unless it
deals exclusively in one specially, without
using the space Of dictionary to describe
them in, and dictionary space Is not good
advertising. Such advertisements no mat
ter how comprehensive they may be, and
10 matter how good they may seem as
pure literature, are at best a collection Of
good things so served TO appear like q con-
glomeration of chat.
An advertisement of neckties, although
II does not mention shirts, will help sell
shirts.
The man who advertises shirts. neckties,
collars, cuffs, dress goods, hats, caps,
boots and shoes and other things, all at the
same time, can be positively assured OF
making no impression upon anyone, nor
can he have the satisfaction of feeling that
he has directly or indirectly pointed out
anybody's needs or suggested to any one
that he has something which they ought to
have.
The advertiser who advertises particu-
lar kind of shoe, or a particular kind Of
shirt, or particular kind Of dress pattern,
or anything else in particular, can be as
sured that his advertisement will catch the
eyes Of all people in particular need Of those
particular things, and the people are liable
W Gall at lis store anu see thdl WHICH, nS
has especially advertised, perhaps to buy,
and very likely to purchase a great many
other things well displayed, or which his
shrewd statesmen suggest to them.
fla man have cold, the line Stop that
cough" will gain his attention, while the
line Browns Syrup cures all diseases"
viii pass by his intelligent attention, even
though he may read in the advertisement
that Browns Syrup cures cough.
The woman who is out of sheeting is
more likely to go to the store which on that
particular day advertises sheeting only,
than TO the store which advertises every
thing, including sheeting.
There is no objection to line at the bot
tom of the advertisement stating that every
thing is for sale, but it is decidedly objec-
tionabie to make the advertisement gen.
eral, for general advertising is like scatter
ing shot which kills mighty small game.
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
TEXAS PROGRESS.

As yet Tyler has no artesian wells, but
has been connected with Indian creek, and
is enjoying the best spring water in Texas
The people of Nocona have made up the
stock for $50 600 national bank and the
contract for the erection of 4 two-story
bank building.
QUASAH, May Eve are Informed, semi.
officially, that the assessed valuation OF
Quanah city property foots up to over 81,
140,000-nearly double the most liberal esti-
mate made By our best posted people. 1t is
genuine surprise to all, and 4 gratifying
one to the council as well as to the citizens,
to say the least, and proves conclusively
that the citizens themselves do not know
the value of their town.
DECATUR, May 9.-The citizens of this
place have about completed arrangements
with Hon. T. r. Bonner of Tyler, Tex. and
others by which we are to have cotton
compress erected and in running order by
the time the fall crop comes in. Decatur is
only required to take stock in the modest
sum of SO, 600 in order to secure it; 5000
of this amount has already been subscribed.
Il is regarded as certainty
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
TEXAS NEWS AND NOTES.

The Knights of Honor of the Hillsborc
and Whitney lodges are making preparation
for grand picnic at Peoria, June g. Grand
dictator, j. r. Cole, is expected to be
present
The Gonzales dramatic association has
been organized.
Quanah has organized gun club.
DUBLIN, May 9.-The fremens annual
banquet and ball last night proved great
success, and all who attended express them.
selves as highly pleased.
James Turney, chief of the Vernon fire
company, leaves to-day for Houston as a
delegate to the state convention to be held
in that city on the 18th.
TERRELL, May "a meeting was held at
the Odd Fellows hall at 2 p. m. to-day and
the preliminary steps taken toward organ
iZing a Confederate veteran association.
Saturday week, the 23d, at . p. m, was set
for the next meeting, when there is ex.
pected to be large attendance, as the news
of this meeting was not generally known.
At the next meeting permanent organiza.
ton will be effected.
SHERMAN, May 9.-The city's artesian
well is down 1l50 feet, and the character OF
the soil is changed, with strong hopes of an
early flow Of water.
Hampstead, May 9-Sherif Faulkner is
offering reward of SIS for the capture of
Jim Hanks,
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11

they resolved TO build house of worship.
Over $500 was subscribed at the meeting.
The board of trustees of the Ranger pub
lie school, Eastland county, desire to cor
respond with a first-class teacher, with the
view OF employing him to teach their next
public free school, Address L. .. Rawls,
secretary Of board of trustees.
VERNON, May 10.-The farmers insti-
tute held here Friday and Saturday was u
great success. It was well attended by
farmers from all parts of the country
tributary to Vernon, and proved to be
interesting and beneficial TO all. Professor
G. w. Curtis, one Of the professors at the
Bryan college, was present and delivered
several interesting lectures. The success
of this institute is due largely to the I'M
ceasing efforts of Professor Cox, superin-
tendeut of the Vernon public schools.
The public schools close next Friday, the
18th, on account of a lack of funds to pay
teachers, caused BY the rapid development
of the city.
Work has been begun on the foundation
of the Vernon Wesleyan college. The con-
tract was relet recently TO w. W. Greever,
who is now pushing it to completion.
TERRELL, May 9-Rev. Joe Jones' serv-
ices attract from different parts Of this
and other counties.
NEVADA, May 10-The new Methodist
anu baptiSI CuuFCneS WILL soon De ready IOr
occupancy.
QUANAH, May 9-The city council will
proceed at once TO issue bonds for so, 900
for the erection Of fine public school
building, the same TO be completed and
ready for use by the time school begins
again.
SHERMAN, May 9.-There was very en-
thusiastic meeting here last night at the
Cumberland Presbyterian church to organ
ize Young Mems Christian association.
Committees were appointed after several
discussions, and next Friday night the Or
ganization will be perfected.
The Kings Daughters, a missionary So
ciety, held an elegant entertainment last
night at DR. F'reeman's, realizing snug
sum from sales of cream and cake.
The Christian Sunday-scbool had picnic
in College park to-day, having free trans
portatiOn on the electric road
HEMPsTEAD, May 9.-Some of our people
who are dissatisfied with the outcome Of the
election for school teachers express them
selves that they will lay the enire matter
before the superintendent of public instruc-
ton at Austin.
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
9. JON E:S,
a. Jones Street.

In the first place the name of Jones and
his address appear twice; once is sufficient
The name occupies about ten times too
mDcn space, and there is about a dozen
times too much matter in the advertise
mcnt, particularly considering the small
space it occupies, and altogether too much
in the way 1t is arranged If it occupied Il
page. There is no necessity of speaking
of furniture being adapted to city and
country residences. Nowadays all furni-
ture is adapted to in town and out. 1t fire.
quently Is 4 good thing to advertise goods
for cily use ana goods Tor country people,
but they should never be advertised to
gether There is absolutely no sense in
designating the floors and what is on them.
Nobody cares about the floors. People viii
read this advertisement, for some Of them
read every advertisement but about one
quarter Is many people Will read it as
would read il II 1t appealed to something
which they wanted specifically not gener-
ally carrying with ii suggestion of house
hold or personal need.
1 do not believe in the firm name occupy
ing more than i very limited space It had
better be 1T the bottom OF the advertise
ment in small type than at the top in any
size OF type, although certain firms believe
that there is advantage in keeping the firm
name al the top in some distinct and char
acteristic lettering, assuming to act as q
sort of trade mark.
II the name appears at the top it should
not appear al the bottom, and the firm name
should never appear more than once in any
advertisement.
If the advertiser has something TO suit
the necessities OF the people, and his name
be printed in the smallest type at the bot
tom Of the advertisement, the reader Will
find It.
The advertiser who argues that his name
should be in the largest type in order that
the people may not forget he is advertising
simply shows his poor opinion Of the effect
ivcHess OF advertising. Better make the
style Of the advertisement characteristic
than the size of the type in the firm name.
Il the advertisement has anything in it
worth reading it will be read, and the ad-
vertiser's name discovered.
The following is the advertisement re-
written and reset in Il way which is sup
posed 10 be more effective:
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
A Word Mt the start.

IN -raseuring 10 the intelligent business
IN n Fort Worth the initial pa
"a advertising, the first IN
..-.es aopcd-to-be permanent in business
~ q fcyr words OF personal explanation
M. og. OF place. NJ life has been given
:, ~. 21sorr,ion Of information leading 10
ne rrsuar4'.on and management Of sue
advertising. My entire time IS de-
-, 10 advertising. Ny clients are bust
NJ. men ct brains l am not an untried
- The articles which I snail present TO
.-.. IRE the result of experience, the only
....s.- 7ypr1h., of the tide. ! do moi know
.s,- .r-. To advertise The man who does
never proven his right Of claim. ! know
.-.7r. about advertising than / do Of any
..s-- ..-o am At best an imperfect
.,..T.- What write may be Of value 70
-.- y.l are 20 be the Judge Of that. 1
...ag l.ioaa founded upon hard expert
'r.. ST.. GIVE 10 you. ! have no III
..,... TEE GAZETTE beyond
~. prize. il pays me for these
.,-.rs. Nv words are free and I'M
'..... Ivr'a what ! believe. Honesty
...--. Eo other policy in advertis-
--. p % ua mess water.
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
TEXAS SCHOOLS AND CHURCHES.

The Hillsboro library was opened for
bushes on the first of this month.
Rev. Mr.. Jones, q Christian minister, has
been holding series of meetings in Roby
in the Methodist church for several days
past.
Rev. Joseph Hall of the Presbyterian
church is in Laredo for the purpose OF
taking charge of the Presbyterian
church, which has been without minister
since Rev Mir. Killough's departure. Mir.
Hall is a young man just from college.
A movement is on foot to sell out the
Paris female institute property and invest
the proceeds, with considerable addition, in
suburban property in that city for a large
female college.
Nocona has incorporated for school pur-
poses and voted Is cents on the 500 as tax
for the support of the school.
The revival meeting going on at the
Nocona Methodist church continues to grow
in interest.
Rev Buck Harris, with the able assist
ance OF several other earnest divines, is
still engaged in conducting a protracted
meeting at the Methodist church in San
Marcos.
Dr. r R. White while at San Marcos the
other day talked to a number of leading
citizens in regard to the proposed Baptist
university in Southwest Texas. That such
a school will be established in the near
future somewherein the territory is be-
yond doubt.
A grand barbecue is to be given at Lone
Star on the 10th of June, at which time the
Lone Star institute closes its spring term.
Rev. ". Z. Marshall, D. D.. Of Marshall
Texas, has been engaged by the o. S. Pres
byterian church at San Marcos as pastor
for the ensuing year. He will preach his
opening sermon on the first Sunday in
June.
At congregational meeting of the
Quauah Cumberland Presbyterian church,
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
TEXAS MILLS AND FACTORIES.

The Alliance mill and gin at Cisco were
sold under deed of trust at Eastland The
gin was bid in by W. \. Porter for $500
The mill by the same party at 5000. The
amount due on the gin was 5000. The
amount due on the mill was ST073.
Work on the Mexia ice factory is pro-
crossing The building is almost COM
pleted and the machinery is being put in
place.
Nine teams left Vernon Friday morning
loaded with lumber to be used in the cree
ton of Touring mill for Greer county.
The machinery, or greater portion Of it, is
now on the ground.
MINEoLA, May e-Mr. John NJ Law
renee, one Of the foremost mill men in the
state, is erecting extensive sawmills In the
eastern portion of our county, where the
pine is inexhaustible.
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11

additions which come in as directly con-
| nected with the particular article; for III
stance, shirts and drawers may be adver-
tised together. likewise collars and cuffs,
mclasses and syrup.
Do not understand that dlsbelieve in de-
partment advertising provided each depart
ment occupies distinct and separate space.
Some of the largest and most effective ad-
vertising is done in this way: so much space
for blankets, SO much for shirts, so much
for collars, and so much for other things,
each space lined off from all of the others
so that the whole advertisement has the
appearance of a combination complete as a
whole and yet each part distince and COM
plete in itself
Above give the opening lines of six ad-
vertlsements. Space does not permit the
entire advertisements being written out,
and then no advertisement complete i'll it
self can hit particular cases, for the adver-
tiser must write in his own particular
descriptions which apply TO his goods in
particular.
1t is impossible for me to show in brief
space advertisements of proper size On
general principles the more space the adj
vertisement occupies the more profit it will
pay proportiouately, for large advertising
space is just as essential TO business sue
cess as are large SalesroomS or commodiouS
counting rooms.
In the last advertisement show sort of
trademark name and address which can be
easily set in type, and which IN itself is
sufficiently distinct 10 be read and remem-
bered. Ii the advertiser prefer, wood
engraving can be cut at small expense,
which will be more characteristic and
effective.
Under no circumstances do | advise, eX-
cept In extremely few cases, the printing of
the firm name and address entirely across
the page. Better leave white space than
fill it with that kind OF matter.
In closing, let me in preliminary way
impress upon the advertiser another prin
ciple of advertising.
Fifty words inside of man are worth
500 words outside of him. Better impress
the reader with one word, and impress him
well, than to throw at him wordy flood
which he will not read, and if he does, will
not retain enough of il to remember that
he has ever seen it.
Another principle: economy is to be prac-
ticed, but ecouomy should be consistent.
One of the last things to be attacked by
over-strict economy is the cutting of that
which brings the customer TO the store.
and makes it possible for the clerks and
goods to build profit.
One more principle, briefly: experience
has proven that the legitimate advertise
ment in the legitimate newspaper is worth
more to the square inch than are circulars,
flyers, dodgers and everything else worth
TO the square foot, and that to be of prac
teal value they must be used in coniunc-
ton with the regular advertisement in the
regular publication.
The intelligent discussions of these prin-
cipleS, however, are too important TO be
taken up except each by itself, and Will be
SO considered III later articles
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
G. JONES, A Jones Street.

Few advertisements sell goods directly.
The true and paying advertisement has one
mission. that TO bring people TO the
store, il has no right to do more, for the
goods and the statesmen must make the sale
Experience of every business man worth
the title has forever passed beyond the
shadow of doubt the truthfulness Of my
statement that TO that which brings wo-
men and men 10 the store is due half the
credit OF the sale. and the world over ad-
veltising has been the only means which
wsl accomplish this and can accomplish il
when every other method has failed
The first sample advertisement shown in
this paragraph well illustrates the fatal mis-
take made by so many advertisers of adyer-
Using too many things at time.
The advertiser seems 10 be afraid that il
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11

six inches double column. It is reproduced,
somewhat in proportionate facsimile, in five
inches of single column, to save space.
While this advertisement is considered bad,
both in the arrangement Of words and ty-
biographical appearance, have seen good
many more poorly written and more clum-
SLY put together advertisements.
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
TEXAS MINES AND MINERALS.

There is danger of the Greer county peo-
pie giving up the cultivation Of the cereals
and searching after the gold and silver
that is said to abound in the hills sur
that. county. says the Vernon
Texian. The gold excitement is increasing
instead Of abating in interest and many
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
.CHEAP EXCURSION TICKETS
SOMETHING NEW IN TEXAS
30. 600 Acres Choice Farm Land An Cut in
Pieces to Suit Farmers.

fgSGSS ~ SSIk 1"
Farmers. bushes men and
capitalists looking for homes,
business locations and invest
ments would do we'll to take
advantage f the cheap sxs
cursion rateto SANTA AssEA,
TEXAS. TheNulf, Colorado
and Santa FA kt Worth
and Rio GranA ways will
sell round tEjSSeksts at low
rates to aRWho desire to at
tend theEig public land sale
at Santa Anna, Tex, on June
, and 3, 1891.
Call on ticket agents of the
above named roads for tick
cts. Formaps, plats and full
particulars call on or address
q. w. Mahoney. Santa Anna,
Tex: Brooke Smith, Brown
wood, Tex, or John Howard.
Pickwick Hotel, Fort Worth,
Tex.
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
Seriously Cut.

Special to the Gazette.
ITALY, TEX, May 10-There was a cut
ting ARRAY here about p. M, in which Bill
Cecil (colored) cut DR.. j. c. COlley seri-
ouslv At this time it is impossible to pre-
dict the result. The negro is now under
arrest.
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
TEXAS NEEDS AND WANTS,

Quanah is in need of large elevator She
has small one, but it is entirely insufficient
to supply the demand. Also another roller
mill IS badly needed, and wheat buyer.
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
TEXAS JOURNALISM.

J. L. Harper of the Plano Enquirer sue
ceeds ". B. Raff as editor of the Crowell
Enterprise.
Volume l, No /, Of Heart and Hand, a
literary and matrimonial journal published
in Taylor, and edited by T. ]. Wear, with
Miss Francis manager, is out.
E. H. Heermans, formerly Of the jack
sonville Banner, is now editor and pub
Usher OF the Rusk County News at
Henderson. The first number under his
management is a very creditable one.
The Foard County Enterprise, published
at Croweu by ]. L. Harper, late of Plano,
Collin county, has made its appearance.
Nevada now has newspaper called
''Neyada News" edited by Niessrs. the
kins & Rymer. The first issue app &r-
May 8 ---7r fed
Fesx; s sss'sa D. ,eh Rss dsi
lfsd auSiica<foH Pond J6K EffUt3 GfafyueEt
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
People who
Read The Wants : g ]; ! : :
H(luu HH vi The want col
BROKE JAIL.
Eight Prisoners Sentenced to the Peni-
Tertiary Escape from Custody-Ses
eral of Them Murderers.
Special to the Gazette.

Special to the Gazette
BAsTRoP, TEX, May 10-Eight prisoners
who had been convicted and sentenced al.
the present term of the district court,
broke jail last night and made their escape
They wrenched an iron bar of of the iroL
window of the Jail during the day while II
the run around, and secreted it in theiI
cells, and during the night succeeded If
breaking out Of their cells and dug ~
opening through the brick wall
The following are the convicts escaped ::
VIII Box, colored, con yicted of murder and
sentenced for thirty-seyen years; jim John
son, for murder, fourteen years. Ed Cole,
burglary. two years; George Hayes, burg.
larry, two years, James Harley, burglary.
two years; George Olivedi, theft, two
years; George Olivedi, Jr., theft, two
years; Davis, theft, two years.
The sheriff and posse are securing the
country, making every effort 10 capture
them: but SO far no truce Of the jail birds
can be found
Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-05-11
y Girls,

q Girls,
when budding into Spmanheaf there is often
regular Su uss " Creole Tonic for few
weeks will assist ard rfect the girl into
healthy woman; it. H an great benefit to
wives and mothers afiictS with disorders OF
the female organs