davidaulloa/AmericanStories huggingface dataset:
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1903-04-16

E1 incidente judicial pror1ovido por
Ia sef1ora Moreno, contra un peri6dico
que inserto TN artfculo difamatorio pa
"a dicha dana, y Ia sentencia que con-
demo ell autor del artfcu1o a 500 frances
de multa, al gerente 50 frances, los
dos. Solidariamente, a 10000 frances de
dafios y perjuicios, y al peri6dico a pu-
blicar Ia sentencia en- cuatro ntmeroS
distintos, constituyeu una merecida lee
cion, que sienta una Jurisprudence
digna de todo encomio. ...
Es ell case que algunos. peri6dicoS,
convertidos en- tlendas, no dan puntada
sin hile, y. que, comerciando con toda
clase de cosas, han llevado el mas COM
pleto desconciertc a la opinion p1blica,
que va no Sabe a que atenerse en- NADIA
-de NADIA.
Un peri6dico de Paris apunci6 una
campafIa "moralizadora" contra otro
peri6dico de Paris, que Sc distingue por
Ia canti1ad y la calidad de los anun-
clos Que publica El p1blico creyo que
Sc trataba, en- efecto de una campa1a.
moralizadora; pero los que estabamos
Ien e1 secreto sab1amos de sobra que tai
campafia respond1a principalmente a
rivalidades industriales de dichos pc
ri6dicos. Ell acusador, espigando en-
los apuncios del acusado. no Sc flo en-
que, al poner de immoral ell anuncio,
difamaba al anunciante, nj en- que todoS
los anunciantes no son de pasta flora.
Puso a la sefIora Moreno como digan
Iduenas; y como esta seiora es una mt
ier honesta, cue vive de 81 trabajo de
traductora, acudi6 los Tribunales en-
demanda le juS.icia y reparacion.
El articulista no saba que autafIo Sc
cantaba en- las Antillas:
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1903-04-16
Cam0wanas $

Durante Ia semana han caido 1igeros
aguacerOs, pero Sc necesita mucha mas
lluvia para establecer las plantas nue.
vas. La moiienda ha continuado el
guarapo casi ha llegado a su mejor
punto, pero el rendimiento de Ia cana
es pobre y mucho mas bajo de 10 nor
nal. Las caflas tambi6u estan secas y
fbrosas. Los retof1oS de las caf1as son
excelenteS.
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1903-04-16
NOta del d1a

Bien mirado, ell rumbo que va
tomando ell asunto del contra
bando de licores, desCubierto, y
Dor ell que han sido procesados
algunoS conocidos funcionariOs
norteamericanos, es muy dife-
rente del que debfa ser.
Hasta en- la manera de apre-
ciar la question ha habido error
por parte de Ia opinion y de un
periodico de la mafiana.
Porque los llamados a protes-
tar de la impunidad en- que tai
vez Sc ha pretendido que queda-
IA el delito descubierto, son los
comerciantes que no han nett
do art1culos de contrabando, y
no los procesados Y presos por
este delito.
Los perjudicados son los pri-
meros y a estos corresponds la
reclamation, que no le es dado
formular a los segundos.
La ley VICENTE desampara por
complete al comerCiante y Sc
cOnvierte en- vengadora del 'Te-
sorO del Estado.
Ell proceso que Sc sigue a los
contraventores de la ley, es por
defraudac1oE al Tesoro publico;
Y para NADIA Sc mencionan los
perjuicios, las p6rdidas que han
sufrido los Conerciantes con el
ilfCito negocio descubierto.
Asi. plan teada la question en-
este terreno, debian ser lbs per
judicados los perseguidores de
los contrabandlstas, y, por 10
tanto, los que tuviesen derecho
a reclamar Ia indemnizaci0n
cOsiguiente.
Este es el verdadero aSpecto
legal de la reclamation Y no, en-
manera alguna, el que Sc le ha
querfdo dar pOr algun peri6dico
que Sc empe1a en- falsearlo todo.
Con arreglo a esas extraordi-
narias teOrias resultarfa de todo
punto impossible la persecution
de los delincuentes.
iFueron legales las condemns
anteriores? iEsta justiticada la
culpabilidad de los acusados de
contrabandiStas con Ell agravan-
te de ser funCionarios p1blicos
y oflciales de la Armada?
ST, 9 no. Y NADIA mas.
En- el case de que este com
probado el delito, pfdase el cas-
tigo de los culpables, pero pida-
10 quien tenga derecho, los per-
judicados por el negocio il1cito.
Los comerciantes honrados, en-
fin.
Todo 10 demas que Sc eseriba
acerca de que 81 unos son puer-
torriqueflos y otros norteame1i-
canos, podra dar sa1ida a unos
Cuantos nt1meros mas de cual-
quier periodico, pero, 1ejos de
esclarecer los hechos, suscitara
multiples entorpecimientos y
ahondara una division suma-
mente perjudic1al para todos.
Desde- las rejas- de la carcel no
deben hacerSe meditaciones de
ning1n genero. El que este ALI
por haber delinquido bien Sc
esta. 81 es de justicia; 10 que hay
que exigir es que todos los Gull
pables vayan a hacerle compa-
MA, para que la libertad, enton-
ces, sea el premiode las perso-
mas honradas.
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1903-04-16
TRIBUNAL DE DIsTRITO


Dia II. Juicio oral en- autos de D.
Victor Mourraille con D. Manuel Ar
gueso, sobre cobro de pesos. Abogados:
Cuevillas y Lopez Landron.
Dia Y. Tuicio oral del declarativo
promovldo por don Fidel Guillermety
con D. Jose Ramon Rivera, en- cobro
de pesos. Abogsdo: Monserrat.
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1903-04-16
FajardO

Con exception del ligero aguacero
que cay6 el dia II, el tempo ha segui-
do seco. Las legumbres estan muy es-
casaS, por causa de la prolongada SEGA y
los pastos de los terrenos altos Sc estan
secando com pletamente.
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1903-04-16

FL tempo ha sido generalmente seco,
auncde cayo ur buen aguacero el dia
10. el cual vino rnuy favorabiemente para
todas las plantaS. La molienda CONT
MIA. 81 plantfo de frutos memories esta
paralizado en- espers de mas lIuvia.
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1903-04-16
Muew0 h0riz0nte
La wid en- Puerto Rico

La vida de las cepas bien cul-
tivadas y en- production puede
ser de treinta amos, aunque con-
tin1en produciendo veinte afios
mas, 81 Sc duplican las labores y
Sc evita ell exceso de produc-
cion, propio del china.
Ell viticultor no debe espeFar
ese periodic para renOvar las
plantaciones; debe examinar el
estado de la planta y cuando sea
necesario, sembrara en- los cla-
ros la que ha de sustituir a la
vieia cuando sea inutil.
Para arranCar una Cepa debe
examinar primero el estadO de
sus raices, practicando una es-
cavacion en- derredor de la mis-
ma, Y asegurarse de 81 las raj
Ces Sc encuentran en- buen esta-
do V ell tronco no esta CarcomidO,
para aCodarla, en- case neCesariO,
con una buena canada de eS-
tiercol animal y vejetal, com
puesto, y prolongarle unos GUAM
tos amos de vida.
ST esta inuti1 la. cepa, le arran-
ca Xsustituye conla nueva, que
ha terfido ell cuidado de plantar
en- tempo oportuno.
La cepa es digna de atenci6n
esmerada por parte del propie-
tario, por que es su sosten;. es
la planta mas generosa para con
lei q ne ia cuida.
Tenemos ejemplos asombro
SOS de la production de esta
p1anta, ttan POGO conocida aqui,
y sin ocurrir a los casos rarOs Q
extraordinarios que son POGO
comures, tcnemOs muchO qtte
citar en- Espana.
En- nuestra Granja tenemos
cepas de cinco amos de edad, que
Ofrecen cada ailO CientO veinte
Iracimos preciosos o sea $50 Ii
bras de twas fnas, que prOdu-
cir1an aqu1 veinticinco pesos en-
ell ano. Asignar, pues, el pre-
clio de seis pesos a cada planta,
a los cuatro amos de edad, en-
este china, equivale a fijarle TN
modesto preCio, que puede te-
ner Otra planta de menoS dura-
cion y escaso produCto.
Cuando un capital de $4o4.5o
representa- 4oS5-5o a los 4 amos,
equivalente a TN mil por Glen,
no ofrece duda alguna ese Cul-
two; debe emprenderse sin di-
lacion V por ell sistema Barros,
que es el de producer para fruta
de mesa y vino, al mismo ITEM
po. No temais 'el excesO de pro-
duccion, phes aunque produjera
Puerto Rico tanto como ESpafla,
tendria donde colocar ese prec1o-
so fruto y sus vinos, que pueden
ser de calidad especial.
Cuando sc cuenta con merca-
dos como ell de los Estados
Unidos Y con climas tan benig-
nos como ell de Puerto Rico,
solo Sc debe temer la inercia.
Desde la primera cosecha Sc
debe elaborar vino como ensayo,
para 10 cual solo Sc neceslta gas
tar diez pesos.
Cuando Sc haya hecho ell ex-
perimento de elaboration de vi
no, cuyo exitq~no. ofrece duda,
Sc mOnta una bodega con solo
quinientos pesos, susceptible de
aumento cuando sea necesar1o.
La elaboration de vinos va no
es un nito, como Sc supon1a
hasta ha POGO tempo, y en-
pleando los procedimientos mo-
dernos y ciertos secretos que Ell
vinicultor estudia y desaTrolla'
Sc elaboran vinos ricos e h1g1e'
nicos, enteramente puros.
Nos ocuparemos de este y de
10 que aun no hemos dicho. !.
Manuel BarroS Pena
BoletiÌn mercantil de Puerto Rico. (San Juan, P.R.) 18??-1918, 1903-04-16
on las rSb010MS
no Sc Pm<JASa,

Y hasta puede que Sc le antojase que la
.sehOra Moreno !e agradeceria el recla-
mo, porque mujer hay CUE, con tai de
salir en- los peri6dicos aunque la pom
gan de barriga verde, bien esta.
La sef1ora Moreno, que 10 entendfa
de otro modo, salio gananciosa en- todos
.sentidos, el industrial inclusive, porque
traducciones de 10000 frances no ten
dra muchas. va sc yo de algunas We
nerables que preguntan: lCudndo nos
.di ita0van?, como las dos cosacas que
despues de Ia torna de Sebastopol por el
ejercito aiado, del cual Sc habfa dicho
que cometerfa toda suerte de atropelloS
abrieror los ventanucos de sus guardi-
las y preguntarOnse Ia una a la otra:
5CHdR30 RcS atrobe((aN2
Hay que reconocer que el pabliCo de
Paris aplaude dicha aunque
SAGA dinero frances-por I'm sentimien-
to de dignldad hac1a las mujeres en- ge-
neral, y por I'm sentimiento de piedad
hacia la DANA que dejo su patria para
buscar en- Ia eXtrafla I'm pan que no es-
pero ella sazonaIlo con el .deshonor pd-
blico. 80.
Luis. .BonafouX.
The Montgomery advertiser., 1903-12-13

system of accounting that errors are rarely made and not even the slightest variation from contract instructions re- mains undetected.
 The work of checking and bookkeep- ing employs the services of experienc- ed men, for the details of the advertis- ing business must be mastered to a great extent by every clerk or his work is doubly hard and often misapplied. The Massengale Agency is particularly for tunate in having in these departments clerks possessed of extraordinary abiI- ity who have been trained and directed by a thoroughly competent accountant
 The system of filing correspondence is another feature that appeals to the bus mess man who appreciates time and la bor saving and any letter relating to any subject can be found almost in stantly.
 There are indexed card systems of prospective advertisers; systematically arranged information regarding rumor- ed changes and new ventures in the ad- vertising field and an extensive filing system for rate cards, and publishers statements. These latter however. are treated of in another portion of this art icle.
The Montgomery advertiser., 1903-12-13
The Link Between Advertiser and Publisher
 a

The phenomenal growth of newspaper and magazine advertising in the past ten years Is one of the most striking evil dences of the magnificent commercial progress of the country. Millions of dol lars are now spent in advertising, where formerly hundreds were considered too great an outlay, and every line of bus mess is represented in the columns of the press. No business. man these days can afford to ignore the matter of ad- vertising-nO great commercial success can be made without the aid of adver- Using, and the manufacturer or mer- chant who does not make a liberal ap- propriation for advertising finds himself rapidly falling to the rear in the race for trade. Es.
 With the remarkable growth of adver- Using has come the need of competent and reliable advertising agents and agencies. Time was when the advertiser simply paid his money for a doubtful quality and quantity of advertising and trusted to luck for results. But great changes have come about and the clev- CT. far-seeing advertiser demands to know what he Is getting for his mon ey. He studies rates and circulations, he examines quality of circulation, as we'll as quantity. and is not to be deceived by false claims and exaggerated statements. He is willing to pay literally for what ne gets, put lt must De worth the money and productive of definite results.
 And here Is where the need of relia- ble advertising agency comes in. The ad- vertiser. himself, has not the time or the facilities to accurately estimate the value of advertising mediums. to plan out an advertising campaign. to prepare and place the advertisements and attend to the many minor details of the work. If he is wise he hunts up a reliable agency. submits his ideals. intimates the amount of money he wishes to spend and the territory he wishes his advertising to cover. and the agency does the rest.
 In the great commercial centers of the North and East the first advertising agencies were established and for several years monopollzed the agency field. But the rapid increase of advertising and the entrance into the field of thousands of new advertisers soon gave these first publicity clearing houses" more business than they could handle and additional agencies were started. Southern pro- ducers and manufacturers began to wake up to the possibilities of advertising as means of placing their products upon the market and began to make use of the unlimited power of this new method of selling goods.
 It was, primarily. to meet the needs of Southern advertisers that the Massen- gale Advertising Agency was established in Atlanta, and, during the first years of the business, no very determined ef-
The Montgomery advertiser., 1903-12-13
WHAT THE PRESIDENT DOES

Mfr. St. Elmore M MassengaIe. the pres adent of the MassengaIe Advertising Agency. Is an advertising man of long and successful experience Before estab- fishing this agency he was special rep- resentative for several large publications and travelled extensively in the interest 0f prominent newspapers and periodicals
 His success in this line of work infiu- enced him to start business under his own name and the experience gained at that time has stood him in good stead since the Massengale Agency was open ed for business.
 MT. Massengale spends the larger part of his time on the road, for advertising as well as other businesses. must he fol. lowed up and. the agency that goes to the advertiser is much more certain of business than the one which waits for the advertiser to come to it. The fact that so much sthe greater part of tfns
The Montgomery advertiser., 1903-12-13
PREPARING ESTIMATES

position and various inequalities that de- mand careful calculation.
 When the estimate Is finished and veri- fled. it must meet the approval of tn president. or, in his absence. of the sec retary. before it is submitted to the ad- vertiser. Often. after days of hard work in planning and preparing an estimate. the advertiser decides to postpone the closing of contract. or. perhaps, con- cludes not to advertise at all, and the agency work goes for nothing. But 1t is cheerfully given, and not a murmur of complaint Is heard. for 1t Is a part of the agency's business to furnish esti- mates. plans and professional advice to prospective advertisers without charge
 flor ne good of the order"
 The work of calculating rates on a large advertising contract is worthy of and demands the very best thought and genius of an expert matehmatician, and many of the estimates sent out from the Massengale agency are works of art from the accountants viewpoint.
The Montgomery advertiser., 1903-12-13

If advertising were merely the spend [ ing of money in magazine, newspaper. street car or outdoor space the prepara- ton of advertising "copy" would be an easy matter. But 1t is not. Real adver Using is the influencing of human minds and actions. Advertising will produce ac- tive desire where none or, at least, only that of latent kind existed before. Ad- vertising utilizes the powerful mental forces that psychologists call suggestion and turns them into commercial value. | The many complex conditions that en- ter into the planning and preparation of advertising copy" cannot be discussed here. however. the purpose of this arti- cle being to give some information about the particular methods employed in the preparation of copy" by the Massen- gale Advertising Agency.
 Before line of advertising copy is written or sketch penciled, thorough and careful study of the article to be | advertised must be entered into. The ar | ticle itself. where and how 1t Is pro- duced, where and with what class of people it is likely to meet with largest success, its intrinsic value, its seasona- bleness and the competitors it has all | ready in the field or is likely to have all these things must be considered, weighed carefully before a plan for it's proper and profitable advertising can be mapped out.
 These things being settled upon. the actual preparation of the advertising mat
 ter begins. The artists are called upon
 for pencil sketches of border or display
 designs and illustrations! From among
 the sketches those that meet the mutual
 approval of the advertiser and the agen-
 cy are finished fin ink or wash drawings,
 or, perhaps. in -celored paintings.
 The advertisement writers meanwhile
 are evolving terse catch-nneS and logical arguments to combine with the artists
 designs the first to secure notice, the
 latter to insure results, for advertising does not consist merely in attracting at.
 tention. but in selling goods. and the
 advertisement that does not influence ever
 the favorable consideration of the arti
 cle 1t presents is a failure.
 When the drawings are completed, sent to the engraVer and cuts made, the mat ter prepared is set up by a good printer under the personal direction of the aC
 writer, proofs are submitted the adVer tiser for his final approval and electro types of the advertisements, complete with cuts and typeset matter. are made for each of the publications in which tn, advertising is to appear
 All this detail work must be gon, through with every series of advertise ments prepared. for the Massengale pol , icy admits of none but the very bes service in every department and much
 of the success of the Massengale Agency may be attributed to the care and thor oughness with which even the smalles } details of the business are attended. Several of Atlanta's best artists ar,
 employed by the Massengale Agency, eacf one being given work in the line and ol the character that suits his talents best
The Montgomery advertiser., 1903-12-13

The rate cards and detailed circulation statements of nearly every publication in the United States and Canada are on file in the offices of the Massengale agen- cy. and. by a system of indexed card files. are arranged so as to be easily and quickly accessible.
 Beside the general rates. there is on file detailed information of all special rates. discounts. etc, and a complete rec ord of every contract offered or accepted by any publisher at any time on any class of business.
 These files are revised monthly and kept up to date any additional informa- tion received during the past month be- ing promptly entered in it's proper place.
 Preparing an estimate on a large con- tract often requires several days work on the part of the rate clerks. as each paper for which the advertising Is plan ned probably has different rates, differ ent discounts for time" and space" different additional charges for certain
The Montgomery advertiser., 1903-12-13

agencies of New York and Philadelphia, MT. St. Elmo Massengale secured large contracts from New York concerns for general advertising through the leading magazines and newspapers of the Unit ed States. and the fact that the Greater Georgia Association is placing advertis- ing through the Massengale Agency is evidence that. 1t is an institution honored at home as well as abroad.
 All inquiries in regard to advertising received from the South by the great newspapers and magazines of New York, Philadelphia and other large cities are referred to the Massengale Agency and 1t is generally recognized Southern rep- resentative of the more prominent publi- cations of the country. It is, in fact, a great clearing house for publicity-an exchange place where publishers and advertisers meet on ground of common Interest with equal advantages and 8 fair field; the mission of the institution being as much to advance the interests of the advertiser as to assist the pub fisher. Every reputable publisher and every honest advertiser recognizes the need and supports the methods of a properly conducted general agency, such as this establishment is. and every busi- ness transaction is satisfactory to all parties concerned.
 The offices of the Massengale Advertis- ing Agency occupy a suite of rooms in the Austell Building and are systemati- cally arranged for the expeditions hand ling of advertising on a large scale. The several departments are conducted by competent and experienced clerks and every detail of the business Is given careful and thorough attention. There is an immense amount of hard work con- nected with advertising agency business. and, though the casual reader, perhaps, has an idea that the advertisement that attracts his attention does so by chance, every piece of ''copy' sent out has prob- ably required in its preparation and pub lication the work, mental and physical, of small army of people.
 The Massengale Advertising Agency is credit to Atlanta and deserves the ap- preciation of the South as an institution that Is dong much to stimulate new en- terprises and increase established com merce throughout the Southern States. That 1t has received and is receiving this appreciation is evidenced in it's constant ly increasing business and its ever wid- ening circle of friends and weli-wishers In the publishing world the name Mas sengale comes to mind at once when advertising in the Southern field is men tioned and the high character and great ability of the men who compose this agency, combined with its record of suc- cess. gives it a high place in the estima- ton of all who are acquainted with the facts.