davidaulloa/AmericanStories huggingface dataset:
The herald and news. [volume] (Newberry S.C.) 1903-1937, 1904-01-05
HOW MUCH TO ADVERTISE.

HOW MUCH ~ ADVERTISE.
How far to go with this thing Of
advertising is one Of the knott!eSt
questions with which the busineS
man, especially the retail merchant,
has to deal.
It's a business axiom that the
merchant who does not advertise at
all cannot succeed nowadays, except
in a very small way. On the other
hand, there is a limit to everything
and it is not advisable to spend SO
much on advertising that there will
be nothing left to run the business
with.
AS general thing the more e
merchant advertises the more he
sells. AS for the exact ratio be-
tween gross receiptsand advertising.
it is, of course impossible to lay
down any exact rule, but it is con-
ceded by successful business men
that retail dry goods, house fur
nishing, clothing or shoe business
ought to have about s per cent o:
its gross receipts spent for advertls-
ing.
Personal unftness, bad location,
a poorly selected. stock. are factors
which spoil the bes: advertising and
against which the widest publicity
can make small headway.
But, other things being equal the
merchant who does the most adver-
tising IN the proper mediums will
win out over his competitors.
A well-known writer on advertls-
ing says: sS ss~-Ty=:@SsI: Z:
''Given two men, equal in point
Of enterprise, stock, store, location
and attention to detail and manage
ment, and the one who spends s
per cent of his gross sales for sludi-
cious advertising, will soon wear
out the other, if that other decides
to spend no more than one or two
per cent.
ssWhat want to make clear is
this: It's the volume of advertising
that wins; other things being right"
Spending money for advertising,
when it is the right sort Of adver-
tisirg is reinversing ones profits.
1t is something like the process des-
cribed by the old time southern
planter, who was going to
'tRaise some more cotton
To buy some more niggers,
To raise some more cotton
To buy some more niggers,"
And so on, ad infnitum. The
more a merchant advertises the
more business he does and the more
he is able to advertise. It is COM
pound interest with vengeance
Atlanta Journal:
This is time when the merchant
must consider how much he must
invest In advertising tor this year.
It is true as stated by the Journal,
it is no longer a question IS to
whether a merchant must advertise.
That is settled business axiom
with every successful merchant.
The question for hiu, is how
much.
1.-THE merchant who does rot ad-
vereise cannot expect to do much
business. In fact be is obliged TO
fall behind the procession. A word
to the wise merchant is sufficient.
He must take his local paper as the
medium Of reaching the people from
whom he must draw his trade.
ANEW YEARS SUBJECT
The herald and news. [volume] (Newberry S.C.) 1903-1937, 1904-01-05
NEk 70 EAt, Ill :tts,3.

2. Z. AULi.. EDITOR.
The herald and news. [volume] (Newberry S.C.) 1903-1937, 1904-01-05

Telegraph COINpaplSS VI ASeA-
cies, each for business done
within the Town of Newberrv,
and not including any business
done for the United States
government, or any business
done to or from points beyond
the limits of this State !
Telephone Companies, for bu2!-
ness done exclusively within
the Town Of Newberry, and
not including any business
done for the United States
government, or any business
done to or from points beyond
the limits of this State:......... l
Undertakers or Emba!mers,
either or both............ .......:..
Warehouse, for storage by the
public.
Wood yard ......:..
SEC. 2. That for any calling, t
business, occupation, or profession
enumerated or provided for IN thl
The commonwealth. (Greenwood, Miss.) 1896-1923, 1904-02-27
A RECOGNIZED AUTHORITY
A Hlgh.ClaSs Farm Journal With Which The
Commonwealth Is Clubbing.

The demand for an agricultural
journal which is a recognized au.
thorlty in all branches of farming is
so great that we have arranged with
the American Agriculturist to send
that paper and our own at an ex-
tremely low rate. Read the con-
ditlons relating to this, found in
another column, American Agri-
c~ulturist has been published for 60
years and, in its various editions,
reaches 100000 Of the most progress
slve farmers in the United States
and provinces each week. It's de-
partments are well balanced and
varied, including many highly in
terestlng and valuable household
ideas, which appeal at once to the
women and children. It's crop and
market reports are unexcelled and
the recognized authority.
Clubbing arrangements have
been made by which a years sub
scription to this excellent journal,
together with The Commonwealth
will be given for the small price Of
The commonwealth. (Greenwood, Miss.) 1896-1923, 1904-02-27
Section Foreman Fired
Because He Was Honest,

J., T, Davis, formerly Section
Foreman for the Yazoo & Mississip-
pi Valley Railroad Company at CRU
ger, and well known in Greenwood,
has instituted suit in the Circuit
Court Of Shelby County, Tenn,
against the defendant railroad COM
pany and r. B. O'ReiIly & Co., of
Cruger, for the sum Of $4,000. He
makes the sensational charge that
W. J. utroska, the supervisor of
that portion Of the road upon which
he was employed had caused his dis
lnissal from the service because he
had refused to comply with Utros-
ka's demand that he retain time
checks belonging to six men who
were employed on his section, unless
they would purchase all their sup
plies from R. B. O'Reilly & Go.
The commonwealth. (Greenwood, Miss.) 1896-1923, 1904-02-27

In the declaration filed at the
time the summons was issued it is
recited that the plaintiff declined to
comply with the demand of Utroska
and that shortly afterwards O'Reillv
u Go. sued him on a fictitious ac-
count, running a garnishment against
his wages due from the railroad
company. Further it is stated that
the suit was brought by collision
between O'Reilly & Co. and Utroska
In order to give Utroska a pretext to
have the petitioner discharged from
the employ of the road.
Finally, it is stated, that the
plaintiff in the action was discharged
simply because he would not do a
dlshonorable act al the bidding of
Utroska, such an act as no ~conscien-
tlous man would do.
The commonwealth. (Greenwood, Miss.) 1896-1923, 1904-02-27
PREPARING FOR SPRING.
Austin Store Is RemOdellng and Refltinq
Its Interior.

A force of carpenters and painters
is now engaged in refitting and re.
modelling the interior Of the hand.
some store Of the F. r. Austin Dry
Goods Company, which is already
the largest and handsomest estab-
lishment Of its kind in this section
OF the State.
The millinery department has
been reduced in width, but the
length has been increased in pro-
portion. Handsome new cases for
the display of pattern hats and other
fine goods have been added, the
room has been repapered and re-
painted throughout, and linolium of
a pretty design now covers the en-
tire floor.
The cloak room has also been en-
larged and refurnished. The pre-
dominating color in this room is a
bright shade Of leaf green. In the
rear of the cloak room is the dress
making department, equally hand
some, with an abundance Of light,
and possessing every comfort and
convenience for the benefit Of those
employed in this department.
The entire store is a model Of
spacious elegance, pleasing alike to
the numerous employees Of the
establishment and the buying public.
MI. Austin has just returned from
The markets, where he purchased a
line of the most desirable
merchandise. and everything is
being placed in readiness for their
arrival.
The commonwealth. (Greenwood, Miss.) 1896-1923, 1904-02-27
IndianOLa Spirit Wins;
P~OsfOffICe is Now Open.

The irresistible power of publ,
opinion is again illustrated in the cas-,
of the lndianola ~postolice. The ofic,
was closed more than a year ago BY
President Roosevelt, because the PEG
pie of that plucky and l~ourishing Mis-,
sissippi town objected to a negress as
postmistress, and sought to have a white
officer placed in her stead.
The citizens of the town did nothing
more than meet in an orderly and peace
able manner and make their wishes
known by a petition to the government
at Washington. In thus doing they were
merely exercising a right wrung from
the English tyrant by our ancestors at
R%unnymedc in the midst of the Dark
Ages, and a right which has been incor-
poratcd in the bill of rights of every
constitution adopted by an English
speaking people from that day to this.
There were no threats made and no
violence offered to Minnie Cox, the neg
rcss who held the Office, Against Min
ME Cox, personally, there was no com
plant made except that her presence in
the Office was an oifense to her white
ncighbors and that other negroes hung
around her and made it unpleasant for
the white ladies who had occasion to
visit the Office.
The objection was chiefly on account
OF her color, and this was frankly stated.
The woman herself respected the feel
ings of her white neighbors and ten
dered her resignation, but the arrogant
negrophile of the White House con-
ceiyed the notion that he would give
the people of lndianola in particular,and
of the South in general, a lesson in the
respect due the negroes of this
and refused to accept her resig-
lation. When Minnie refused to go back
md fill the Office, he closed it up entire
Y until such time as the misguided poo
Die ef the place should consent to open
heir arms to a negro appointee. This
hey refused to do, and have ever since
'ecn blotted from the official map
II the government. In the meantime
heir mail has been going to an office l
our miles away and they have been
maintaining a private line of communi- c
alton between the two places. t
1t was the expectation of Roosevelt
hat their business would be so badly t
ljured that they would be forced into
admission and would offer their necks {,
. the pressure of black heels in order d
save themselves, but in this he was t.
mistaken. The private mail line u
nd the private postoiiice worked very II
l~tisfactorily and the people we're pre- al
The commonwealth. (Greenwood, Miss.) 1896-1923, 1904-02-27

c pared to stick it out until doomsday
rather than give in to the coon-loving
despot.
On the other hand there were no legal
means available of compelling Roosevelt
to recede from his arbitrary position.
He was utterly and %damnably wrong
he had violated a fundamental right of
the people and grossly insulted the
white sentiment of the country, but
there was 10 way to reach him except
by impeachment, and that remedy could
not, for obvious reasons, be utilized.
The South blazed with indignation at
the outrage, but it was supposed that
Roosevelt was entirely callous to South
crn white sentiment. 1t was supposed
that he intended his action as a studied
rebuke to this sentiment, but so fierce
was the denunciation poured out upon
him by the people of this section, and so
steady has been the fame of their red
hot wrath against him, on account of his
%tyrannical course in this matter, that it
has burnt through even his elephantine
epidermis and touched the quick. At
the same time Intelligent Northern
sentiment has been with the South in it's
censure Of Roosevelt in regard to
lndianola. The combined pressure has
been too much for him, even though it
came from sources which he has affected
to despise.
lie has finally receded and re-opened
the office, appointing DR.. Martin, an es-
Unable white gentleman to the position
as postmaster. Roosevelt, of course, at
tempts to Save his face" by stating that
Minnie Cox's time had expired, that she
would not take the place again, and that
DIR. Martin had been her bondsman and
friend throughout, but it is nevertheless
a square-out breakdown on his part. 1t
is an acknowledgment that he could not
the overwhelming public SEN
OF the white people of this coun-
against his tyranny and against the
negro in office. Except for this, there
was no reason why the office might not
ave been kept closed as long as he re
NAMED president.
We congratulate the people of Indian =
'la upon the victory they have won by
heir stubborn refusal to bow the knee y
o the negro-loving buffer who UNDER y
ook to whip them into submission. q
Indeed, it is a matter of felicitation X
or the whole South, for it is but another Y
emonstration of the unconquerable de- 4
of the Southern people not Il
o submit to negro domination or to i
ny influence, no matter how powerful, Y
hat seeks to crush out that sentiment y
mong Them Memphis Morning News. 7
The commonwealth. (Greenwood, Miss.) 1896-1923, 1904-02-27
Best Llnement On Earth.

Henry u. Baldwin, superintendent.
City Water Works, Shullsburg, Wis
writes 81 have tried many kinds Of lin
ment, but have never received much
benefit until | used Billiards. Snow Lini-
ment for rheumatism and pains. Think
it the best liniment on earth 25c, SOC
and $1.00 bottle at Raines' Drug Store.
The commonwealth. (Greenwood, Miss.) 1896-1923, 1904-02-27
NOTICE or DISSOLUTION.

The firm Of ]. s. Davis & Co, Brokers,
composed Of j. S. Davis and A. J.. Iyey,
is this day dissolved by mutual consent,
!. S. Davis assuming all liabilities and
receiving all assets Of said firm.
j. S. DAVIS.
A. ]. IyEY.
Greenwood, Miss, Feb. 10, 1907 20-3
The commonwealth. (Greenwood, Miss.) 1896-1923, 1904-02-27

WANTED--Speciai representative in
this county and adjoining territories to
represent and advertise an old establish
ed business house Of solid financial
standing. Salary $21 weekly, with ex-
penses advanced each Monday by check
direct from headquarters. Horse and
buggy furnished when necessary;
position permanent. Address, Blew
Brothers, 900 Monon Bldg, Chicago, I'LL
ja-S0-St
The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1904-01-16
FARMERS GATHER WEALTH.
They Get Bonus on Their Oil
l2rds

Sedan. Kan. Jar. b.-Tbe fsrusrs OF
ChautauqGa county are beginning 70 de-
T1and n bonus for OH and gas leases q
their lands Originally. as In Al rev osI
and gas territory. only royalty wa
exaote6. but now. owing % the advanced
development II this district. land owners
are getting in addition 4 cash CONSIDERS
ton
For instance. c J r~-Is xto-s fs--,
The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1904-01-16

judge Of the federal court The oflre 10
nov held by ". y Atkinson 81 Parssns
bua his tenure Il only rntn the Sovsnser
election and tho Official canvass Of the
vote. Judge Atkinson VIII ais. 0e a aaa-
didate before the state convention
Judge Smith. Who was IN Topeka re-
recently. ssys ne has received many asstfr-
ances Of support and Re has about decided
90 60 into the race. J8dg Smith WAS a
candidate 20 succeed the late Assoesafs
Justice - II Ellis. but the state central
committee voted him down aud reeosp-
Tnended r. 4. Burch of salina. VINO vas
appointed BY Governor Stanley and after
ward elected by the peorge. II vas jugs
ELLIS dying request 20 Governor Stanley
that he appoint Judge Smith q auoesest
him. but the state committee raid 10 at
tention - r. Judge Smith wsa also a
cancidae for Judge P0ilockz seas. bat th-
governor gave hiss claims little conessera-
ton
The friends OF Judge Smith bellsss
that his chsntss were strengthened ~
the governors lonr ceisY IL ressctinr q
sEecsssor 20 Judge Pollok TIE ressf-
ror took month ard PERMITTED IRE cert
20 20 one terra short-hanssesi. Nhge Re
considered the rival claims - fAs FIrss
and Third districts sor shs usoaisse-.
Finally bs ieok ;h~ atvgee q Merton ~
baEsh and appointed Atk3nssn "a sAs
meantime. Smith. re44ixsiaz thsf hs zas
out q II. b<xan - psck 80 a opesn 70 -
before - state couveass9n villa
The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1904-01-16
STOCKS AND BONDS.

New York, JAN 15-This was anothe,
day of inconsequentiai results in the stock
market and listless trading. The wa,
scare seemed to have resumed its force
inforeign markets and started prices
downward. but support was made, OF
rather the selling was discontinued The
movements for the rest of the day were
scattered
There was some absorption of United
States Steel preferred and of Amalga.
mated Copper. which seemed based on
trade conditions. but these movements
were without importance. The advance
in Pacific Mail was based on superstition
that the withdrawal of competing steam
ships for use as transports in case Of
war between Russia and Japan would
increase the business of the company
The heavy influx of cash indicated by
the estimates of the weeks currency
movement was accepted with languid in
terest. Estimates of the receipts by the
banks in the direct express movement
vary to the extent of several millions
of dollars. The sub-treasury operations
have yielded to the banks SAP. 900 and
the various estimates of the interior indi-
cate total net gain in cash Of 81. ooooo0
TO sl5,0eo,ooo. The December foreign trade
statement leaves no doubt, however that
New York can readily command more
resources with evidences of any need.
An increase in the value of imports of
upward of $50 .oOo compared with De-
cember of last year, marks the resump-
ton of supply of the domestice demand
Bonds were firm and a broadening ten
dency was manifested in the market. To-
tai sales, par value. $S,15ooeo. United
States IS declined Il per cent on call.
Quotations were as fallows:
The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1904-01-16

Used for over third of a century il has
sold more largely than any other blood
medicine In the United States. More
bottles of Dr.. Picrce's Golden Medical
Discovery are sold to-day than ever before
tina, is the true test of its medicinal value
after thGty-seven years of deserved poSu-
larity. Have You ever thought that II IS
probable that the earth supplied us with
the means to keep our bodily vigor, our
health, if we only knew il? The animals
know by instinct what is good for them
and will search until they find in some
plant what they need for correcting indi-
gession or constipation, etc. Is il, there
fore not possible that there are roots and
herbs supplied by nature which will cure
the diseases that afEict human kind?
That is why DR.. Pierce. of Buffalo, n. ",
has such faith in his Medical Discovery"
Years ago. when he was in general and
active practice, he found that a combina-
tiou of certain herbs and roofs made into
an Alternative extract without the use of
alcohol. would always put the stomach into
healthy condition, nourish the tissues,
feed the blood and nerves and put healthy
tone into the whole system.
There are some people who can lose fcf
TO advantage, but the loss OF flesh IL one
OF the acce pied evidences Of failing health
AS flesh making processes begin IN the
stomach. so naturally when there is loss of
flesh We look nrst to the stomach for the
cause. And the cause is generally fousd
TO be disease of the stomach and digestive
and nutritive tracts, resulting in loss of nu
triton and consequent physical weakness.
DIR. Pierce's Golden Medical Discovery
restores the lost flesh by curing diseases
OF the stomach and ether organs of diges-
ton and nutrition and enabling the perfect
digestion and assimilation OF food from
which flesh and strength are made.
Dr. Picrce's Golden Medical Discovery
purifies the blood and entirely eradicates
the poisons that breed and feed disease.
II thus cures scrofuia eczema. erysipelas.
boils, pimples and other eruptions that
mar and scar the skin. Pure blood is
essential TO good health. The weak run
down, debilitated condition which 80 MANY
people experience is commonly the effect
of impure blood DIR. Picrce's Golden
Medical Discovery not only cleanscs the
blood of impurities. but il increases the
activity Of the od-making glands, and il
The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1904-01-16
WAR NEWS A FACTOR
Shorts Are Scared Into Rush
ing to Cover
WHEAT CLOSE VI AS STRONG
Other Grains and Provisions
Make Small Gains.

Chicago, Jan. 15.-Wheat held steady
during the first part of the session. Local
traders appeared to see no hope for profit
in either side of the market and in con-
sequence orders for small trades were
the rule. Openin ga trifie firrner. infiu-
enced by decline in consols and indica-
tons that a more acute phase in the war
situation, May was up 1s@1.c, at S7MS71sc.
and during the early hours OF trading
the price ranged between s63sc and size.
On a report stating that grave news was
momentarily expected, the market sud
denly became active. Those who had sold
shor, earlier in the session became ex-
tremely anxious TO cover. From S71sc.
May rapidly rose TO sac, with small Of
fers. The close was strong, with May at
Slasc. Clearances were equal to $4,000
bushels. Primary receipts were $50 500
bushels, compared with $4,000 bushels a
year ago. Exports of wheat and flour for
the week. according 10 Bradstreet's. were
2, 900 bushels. Minneapolis, Duluth and
Chicago reported receipts OF 449 cars,
against a cars last week and AS cars
a year ago
Corn was in good demand and firm
after slight weakness early in the day.
---e close was firm. After opening I'M
changed to sc lower at 4S1sa4sI4c, May
advanced to 491sc and closed at 4724cc. Re-
ceipts, 443 cars
Oats were up sharply, with trading at
times quite excited Closing prices were
strong and at the top. May opened I'M
changed to 1sc higher, at 405sG4o24c, sold
between 4015c and 4l1ad415sc. closing at
40laG407sc. Local receipts, 135 cars.
Provisions We're lower early, but later
the market advanced on war news. On |
the ADVANCE there was some profit taking, |
but prices were well maintained. the |
close being at the high point May pork |
closed 1I1zc higher. at s13.1214d13.15; May |
lard was up 1oc. at $780, with ribs 5Q7kc |
higher. at s66516.6 712.
Estimated receipts for tomorrow:
80 cars; CORR. 1s5 cars; oats. 100
cars; hogs, 1000 head.
The leading futures ranged as follows:
The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1904-01-16
JOY CONFINED IN THE DANCE.
Elderly Chicago Club Women viii
Trip Aestheticaly Without Men.

Chicago. Jan. 15.-Without consulting
the younger women the elderly members
of the Chicago Womans club have evolv-
ed an aesthetic dance in which men
take no part.
According to these new arbiters of cor
rect dancing abe waltz, two-step. polka,
gallop. clog or ballet are not aesthetic.
In the art Of aesthetic dancing one must
know how 10 trip through the minuet and
the square dances of colonial days
The classes have not been organized
because We oppose round dancing or be-
cause we are opposed to young women
dancing with men" declared Miss Mary
Martelme. president of the club. but
because the aesthetic dance is a wonder
full grace developer"
Miss Caroline Crawford Of the Uni
versity of Chicago. will be the instructor.