davidaulloa/AmericanStories huggingface dataset:
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19
ADVERTISING AN
EXACT SCIENCE
John S. Critchlow Tells How to Build
Up a Business.
PUBLICITY HARvEsTS COIN
FORTUNES MADE BY JUDlCIOUS
USE OF PRINTERS INK.

John 6 Critchlow. manager of the
Bamberger Coal company. delivered an
address or advertising at the meet
ing of the Retail Butchers & Grocers'
association Wednesday night. Mr..
Critchlow has hau considerable expert
ence IN promoting profitable business
through the medium of printers ink ju-
diciously and attractiveiy used His
address follows;
1t would hardly be justifiable in me TO
attempt 20 instruct YOU in a subject or
which / know so little myself. Rather,
Let IT'S look on this occasion as an in
dicatiOn that we are both striving to i'm
prove our minds and al the same time
our business by the benefit OF each
other $ counsel We might properly look
first mt what advertising is. and. in pass
has convinced me that great many
things costly in procuring and expensive
~ carrying out are misnamed adVert1s-
ing
Advertising could be more properly
called publicity" In the simplest pos
sible terms an advertisement says Il
have something you want and ! wish TO
let you know il. The man who says
This in the simplest and most attractive
way is the best advertiser and he, all
Things being equal will get the bust
ness Authorities have not always agreed
az TO what is the best way to advertise.
hut with the thought and attention which
l. now being given 70 the matter we will
IN time come to a realization or what
should be avoided and what adopted in
this line. i believe that advertising is an
exact science and that the study and
brains which are being expended on the
subject viii make il more and more So
In other words 1 mean by an exact sci
euce. that the expenditure OF money for
advertising, judiciously and carefully.
viii bring returns just surely the
buying Of goods which are marketable
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19

OIL To such a one amid such surround
ings would come a conception of possibili-
seeing as they were. knew not Of
Secret of Success.
I spoke Of Hoods and I presume it
has been to all of you II has me,
the wonder and the perfection OF the ad-
Vertisers art When il is able 10 con-
story OF "A boon 10 humanity has 10
the mind of the student OF advertising
reached a position beyond which there
is nothing The accomplishment Of this
mas cost a great deal OF money. but
while Hoods SarsaDarilla IS known
world wide the idea must be brought
home TO each of you, that in your 4ittle
territory YOU can do just as much The
advertising appropriation for Hood
Sarsapariiia. ''PerUna or Paine 5 Gel
cry Compound amounts to about mil
lion dollars annually a lot of money
YOU might say. but not "A lot when II is
remembered that each million brings in
return probably one or two in addition
tc itself. OF other nationally advertised
articles we might note 'Sapollo- think
the SDOtless town rhymes were the
catchiest jingles that ever appeared
What could be more delightful than
This lean Nj. d. is doctor Brown
Who fares but i'll in Spotless town,
He's lost all patience now you know
Because they use Saoolio-'
Force" has had wonderful success
probably due to the clever pOrtraying of
Jim Dumps the disconsolate and the jO-
vial Sunny Jim; the difference in whom
if we may believe the advertiser came
Of course through the use of this break
fast food.
Quaker Oats with its smile that won't
come Off THE Gold dust twins the
hear of ''PettijOhn's breakfast food The
Good morning. have you used Pears
soap2' and q hundred others might be
cited if we mad the time I feel that
it would not be justice 70 any of us
unless we spoke of ore more thing
with which we are all familiar in the
way of an advertising illustration. that is
the picture His Masters Voice. used
by the Victor talking machine. There
| have been many clever ideas expressed
through illustrated advertisements, but
TO my mind this is To be placed at the
top. The face of the dog with his fine
eyes. intelligent nose and ears and the
peculiar pose which indicates his rapt
and surprised attention in the sound of
the familiar voice coming from the ma
chine. makes combination which has
never been equaled- Needless to say. the
manufacturers have adopted this as their
trade mark.
In Cleveland a few years ago I saw an
advertisement for coffee which was be
ing used extensively Don't use too
much; it's strong" What called my par
ticular attention to this was the fact
that it was painted on the side of John
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19

Northumberland hundreds Of the inhabff-
ants continue to follow the track of the
wolf which during the past few days has
laid the flocks of the farmers under hea-
W tribute by Staying their sheep.
TWO months ago wolf escaped from 2
private collection at ShOIleY Bridget
twelve miles from Newcastle. ana rlI'
trace Of il lost until abo=t three
weeks ago when sheep worrying com
meRcsd in the AHendaie district.
Raids have been organized. and the wolf
chased over miles Of the snO sv-covered
fellS by men armed with guns and va
rious weapons but without result Some
of the pursuers are said to have gotewith-
in range Of the animals with their guns.
yet the diSturber of rural peace has man
aged 10 escape In many lonely home
stead il is a source of dread to the in
mates. whose ina ginations run riot over
the wolf they listen TO or retail the
latest news concerning its whereabouts
On Saturday a supreme effort was made
TO bring him down. but he never allowed
himself 10 get within range OF his pur-
suers' rifles. He was finally chased by
horscmen over the Suow-cOVered moorS
via West Buruhope. and when night feat
ne had reached Dukesfield. a dense, Wild
wood covering an area of not less than
200 acres. within the solitude of which he
doubtless spent the night
Intense excitement prevails IN the DIS
trict and farmers are keenly anxious u
see the end Of their unwelcome guest
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19
REMARKABLE BETS
Sharp Tricks Played on People Who
Thought They Were Wise.
lParson's Weeklv.I

A gentlemanly looking man. with the
merest suspicion of a Yankee accent,
has recently been going the rounds of
the West End bars and billiard rooms
winning all sorts of queer bets from
people who fondly imagined they
know a thing or two.
One that hardly failed TO net him a
few shillings or soyereisns. as the case
might be. he called his Fly wager"
He would offer TO bet that he could
make a fly take all the matches out
Of an ordinary match stand. such as is
generally TO be found on the counters
If most saloon bars. As soon as the
money was staked he would catch a
wings and keep putting ii the
matches one by ons. the insect mean
while picking them up with its legs in
stinctively and with almost monotOn-
Gus regularity.
The shabby genteel man. with the
iron jaws and the gaunt cheeks, who
used 10 hunt the Fleet street bars and
bet unweary wights that he would
swallow a beer glass there and then,
has lately joined the great majority
He died from an over dose Of Ground
glass. for. of course. he took good care
to pound the tumbler TO dust before
attempting to fulfill the terms of his
wager-the which, by the way in
variably won.
4 variation of the trick bet, however,
seems TO be rife in Paris, where a Ger
tain NJ Alexander offered the other
day to wager 5000 francs GOO pounds)
that he would swallow a yard OF gal
Vanized iron stove piping. His chal-
lenge WAS promptly accepted by a cur
iOus and guileless American. Where
upon the intrepid Alexandra repaired
I 10 a whitesmith. armed with the piping.
which was one-sixteenth of an inch in
thickness and five inches in diameter.
with the request that he would reduce
it TO powder. The request was prompt
ly carried out. Then. in the presence
of the other party 10 the bet and a
couple of witnesses. the layer of the
wager divided the filings into five porc
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19
An Eye to the Future.

brooklyn Life-)
Mrs. Nfason-What did you give 1saoeI
for "a wedding present?
Mrs Jason-A chatting dish You see
nv husband il her husbands phvsiciah-
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19
Don't Wait Too Long.
COsborne. o.. Farmer0

AOSD0Etlt-~ u It OF AAANL-f
Too many people keep the flowers they
have Dlucked for YOU until the day OF
your funeral Their songs of praise arc
not heard until your procession is pass
ing their door The mentle of charity
does not become public property until put
in use BY the preacher who COn0uctS tlt.
last sad rites If Kan has flowers
for me / want them while I am on ear n
and can smell their fragrance They viii
do me no good sitting at the head of my
coffin The grass that IL kept green
about my last resting place viii be OF
little AVIAN 10 me Oh the other shorc
Here IS where L need the flowers and
the smiles and the praise. not over there
If the fellow who is going to go around
to the house after / am gone To see 'lt
ne can be Of any help viii come around
tomorrow 1 can tell him how he can pe
of a whole lot of help There VIII Dc
plenty OF them. 1t is all-fired short now
Carry your flowers to the living ana SING
vour songs Of praise at the dinner table
Don't wait Cor the funeral
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19

tons. mixed them into FIVE books
of lager beer and tossed them off at
intervals OF ten minutes.
A well known "bookie" recently lost
100 pounds 10 a comparative stranger
who offered TO bet him that he would
produce three horses which would go
ninety miles in three hours The layer
of the wager easily accomplished the
feat by starting all three horses at
once, by which artifice thirty miles
only was the distance they had 70 ira
verse in the time specified.
Roger Crabb wagered 1.O0Q pounds
that he would live for year on three
shillinss and sixpence, and won his
bet Indeed. he more than won IL. for
a the end Of the twelve months he had
housekeeping money" his expenditure
for food. therefore. averaging just over
three farthinss week. For this sum
even the cheapest of ordinary NeSetaf-
ian dieI-such lentils, for instance
was quite out of the question. and he
had 10 content himself with nettle soup
thicl0ened with acorn flour. pudding
made of bran and turEip leaves chop
ped together. and so forth Yet on
this diet Crab not only survived, OUT
actually gained some few pounds IN
weight. while as for his general health
he declared that he had never felt bet
ter than he did at the termination OF
his self-imDosed ordeal
Just a simple American example,
well authenticated One-in conclusion
During the excitement that ragged in
1896 over the presidential contest be-
tween Bryan and Mckinley, a Mr.. r.
Pitcher Woodward backed the former
on the following terms II he wood
VaTd) won he was to receive LOCO
pounds. If he lost he was to ride on
rounds. If he lost he was to ride on Il
tinent from New York City to san
Francisco, attired in a top hat and
frock coat, and wearing d pair OF large
SDectacIes. His steed was also TO wear
spectacles.
As everybody knows. Bryan was de-
featcd. and within a few days of the
declaration of the poll con Nov. p. 1885,
10 he exact Mr.. Woodward set out to
fulfill his part Of the bargain He
arrived at his three thOusand-mile-dis-
tant destination exactly a year later.
tired, but happy. and weighing over 20
pounds heavier than when he set out.
Wolf Hunting in England.
GOndOn MaiI.)
In the wild fell country 10 the west OF
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19
Catchy Local Advertisements.

We might so on and consider national
advertising. but TO get the most benefit
Users who have succeeded in attracting
attention In speaking OF these there is
no idea 10 be partial in any sense but
merely TO call attention TO what has i'm
pressed me as good examples of the adj
NertiSln2 art. The catch line of J. Dom
pan ReaVis Whose roof is over your
read was good I think Mr.. ReaVis'
matter in his ads was about the best
we have ever seen here. Husler's flour.
IA IT'S advertising. shows much thought
and care. Freeds' Your credit is good
Is q good line and says much in four
ords- Schramm's street car '-ad" and
the line which he uses on all his sta
tionery Where the cars stop- is on
which has deservedly attracted much at
tention- Richardson Adams clothing
ads are well written and eXcellently
displayed Miller & Miller while they
were in the coal business. had a good
lire Not brothers; no relation" 1t made
tnelr names well remembered. Speaking
Of coal ads had not intended to men
Ion one VITA which you are all prob
Soly more more or less familiar. but conf
best advertised article in the town.
Rules For Writing Ads.
If you are going to write advertising
YOU must think It's not easy. You must
know first, that you are going to tell
the truth about something and that that
something viii stand it. Be careful what
You say. Use plain English. Use a : few
words as possible See that your printer
takes some pains with the way he sets
your 'ad' up. Make it neat and at
tractive. Make it as clear TO the reader
as you can. just what you mean. and
above all. stick to it Be persistent. Be
cause you don't get returns from one
"ad' don't be discouraged and quit
Ripans Tabules spent $4,000 one Sunday
~ the New York papers and for the next
week their orders were less than usual
from the territory reached. but they kept
OF II and built up an immense business
which convinced them and many other
pie. even after their experience. that
advertising does pay If YOU are going
TO use newspapers, and / think YOU
should, don't try a three months con-
tract, try il for a year and give it a
fair trial. but above all things do just
as you say you viii do When you are
writing an advertisement you are talking
10 people Just as you talk 70 them over
your counter. If you say money back
be inst as willing to give IT back as you
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19
PER YARD

Priestley's and other stand
ard black fabrics worth up 70
N.65.
ROXannaS. GRANTEES. VOilcS.
bTilliantS, Japon CLEANLINESS,
crepcS. armurcS. ENpSy
cloths. melroSe cloths. Ia
tistes. Drunellas. cheviOts.
etc. 40 to 10 inches in
widths.
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19
PER YARD

FABRICS WORTH Up TO
75c. 3S-INCH NOVELTY
GRANTEES, BATISTES,
ALBATROSS. FANCY JAG
GUARDS. VOILES ETC.
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19

Wolf Hunting in England.
G.OndOn MaiL)
In the wild fell country 10 the west OF
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19
tremendous Reductions.

In this sale you will find the newest an d
broadcOths, NenetianS. GRANTEES. Japon bot;
mures, batistes, noppes, herringbcne strip
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19

were 10 take it Give your customers
square deal or all the advertising YOU
can do won't make your business a sue
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19
PER YARD

Highest grade fabrics.
worth NJ to So.
Egyptian crepes. crcpcs dc
Paris. batistes. plain and
fancy VoileS, brOadcloths,
cheviots. mohairs. zibeliues.
etc. all - to - inches ia
--idth.
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19

at a good figure viii enable YOU TO make
a nice profit on them More than that.
: believe that the expenditure Of money
in advertising will bring you more re-
turns than like sum expended in any
other way
America in the Lead.
Advertising is probably more advanced
as a business in America than in any
other country, and in this we see what
might be expected Of the American tenn
permanent The hustlins quality which Is
the wonder and remark of other nations
could not be expected TO do othefWise
than to make every. effort to Increase
the particular business in which any
American might be engaged. and the
most natural way to increase business is
for him to say TO his customers or pros
pective customers, Here. 1 have some
thing TO sell you; something that is bet
ter than you have ever used before;
something which I know you will want If
YOU only know how good Il is; something
which is going TO be used universally
when once il is known and which I have
! started TO sell at SO low figure that
you won't mind the cost GU viii rec
ognize in these few ideas about all the
advertiser says in regard TO their goods
at any time though expressed III the
crudest FORM He might distribute this
information by word of mouth or by but
tcnholing his neighbor or by putting
sign in his window, but then If he did so
acquaintance TO buy his goods and a
large proportion of those who passed his
store. it would not be the nature of such
4
that he could handle much more business
with practically no Increased expense;
SO naturally he would want the whole
town, city or state to see and know
what he had TO say, and he would be
gin to look for way TO reach all the
people
Successful Advertisers.
Where could he do this except by the
use of some medium which all could see2
So be would come to the use of the
newspaper or the street car or the bill
board or some other OF the many ways of
attracting attention. Soon the business
would grow and another monument
would be erected to the goddess of pub
hcity. 1 nave often thought of the glow
ing prospects of an up-tO-date advertiser
with his latter-day Ideas and knowledge
placed in his position fifty years ago
No stone in the highway had yet spoken
in its eIoquence OF the low price which
Smith had placed on boys suits. No
roof on any barn had yet beamed radi-
antly on the passer-by and told Of
Hoods" which cures most everything
Every fence by every roadside was inno-
cent of the virtues of pink pills for pale
people" and the greatest dreamer of the
day had not dared TO think of emblazon-
ing the sky with thoughts of Omega
The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-02-19

Runners saloon Johns Fine wines
and liquors" being on the upper part and
the coffee Id on the lower both in
pain view of those who came 10 John
10 Quench their thirst 1t was a good
ad for the coffee. bur / hardly think
II kelpeH the sale of Inhn-S goods
The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1905-01-13
WAR MUST GO ON.
Russian Government About to Make
IrrevOcabIe Decision.

- Petersburg. Jan 13.-The gov
aznment seemingly is about to make
the irrevocable decision that prestige
abroad and the situation at home
necessitate the continuation of the
war till peace with dignity is possible
Beyond this point, however, no con-
urmation exists, especially regarding
the immediate development of the in
terror situation Emperor Nicholas is
still apparently vacillating as to
whether he shall allow NJ Witte full
sway. in the meantime declining to
permit Prince Sviatopok-A Iirsky to
retire The latter persists in the view
Enat the confidence of the people in
the manner in which the reform man
11esto Is to be worked out is vital. and
that this Is impossible if the work is
10 be left completely in the hands of
the bureaucrats. Direct consultation
with Representatives of the classes in
&erested he considers Inconsistent
Prince Sviatopolk-Mirsky' retire
ment from the ministry of the interior
continues to be considered as only
matter of a short time, although there
Is seeming evidence that the emperor
hopes by temporizing to avoid the
necessity of concentrating the reins of
power in the hands of NJ Witte-
Should a real storm break, however,
nc one doubts that NJ. Witte is the one
strong man in sight who can be called
The lack Of cohesion and alignment of
the forces opposed to existing state of
4Alngs and mutual dfstrust of each others
programme seem to make anything ap
preaching actual revolution at the pres
enE time unworthy of serious considera-
ZION SOCIALISTS, reVolutlOnlSts and other
@xtreme elements well the subject
races on the borders of Russia all have
different detectives with which the con-
@ervattve liberals whom the government
really hope to appease have little in COM
mon and above all Russia'S unnumbered
zz1snifested adherence of war, prin-
GiF3a1iy for economic reasons and because
It takes their loved ones away have given
almost no evidence of having been stirred
onstration and even disorders on a large
scale in the centerS of population are re-
Earded by the authorities as possible, ac-
compan1ed by a recurrence OF terrorism by
those who believe the bomb is the only
weapon with which they can fight abSO-
sutfsm. This last is really considered the
41keleSt and most deplOrable possibility
IN the near future For the moment, how
ever all is quiet in the interior, the peo-
pie seemingly being absorbed with the
Christmas holidays.
No further disorders have occurred in
connection with mobilizat ton, the only ac-
tive movement of any sort noted being
demonstrations at Mini Novogorod and
MOSCOW, both confined to meetings Of
school professors who took advantage of
hiitez under which they declared the
atsffs of the university labored and who
adopted resolution in favor of reform on
Ehe line OF recent ZemstvOS memorial but
going further than the emperor's manffes- /
TO-. The meeting at Mini NOVOgOrOd was
dispersed by the police and several per-
sons outside the hail were injured. but
none Of them seriously.
The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1905-01-13

Washington, Jan. Representa-
1--we WadswOrth of New York, chair
man of the house committee on agri-
culture. has introduced a bill to en-
able the secretary of agriculture to
establish and maintain quarantine dis
&ricts and to permit and regulate the
movement of cattle and other live
stock 1t authorizes the secretary to
quarantine any state territory
wherein any live stock is affected by
contagious disease. Penalties are pro-
~lded for violation of the secretary
order or for interfering with officials
enforcing the act
The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1905-01-13
THE SENATE COMMITTEES.
Governor Hanna Classics His Work
ing Forces.

Governor Hanna last night an
uounced his standing senate commit
tees, SO far as decided upon. The re-
mainder viii be named Monday.
The committees announced are:
Judiciary-Smith Of, Edwards, Peck,
Young, Porter of Montgomery, Wag-
gener.
ways and AIeans-MiIler. FITZPATRICK.
Peck. Benedict, Chapman, Haskell, Full
ton, Smith of Franklin, Huffman. Sim
ons and Benson.
Disadvantages, simons, Fitz-
patrick. Harrison and Waggener.
Railroads-Betts, Peck Buschow,
Chapman, Martin of Bourbon, Quincy,
Stewart. Porter of Crawford, Smith of
Edwards. Conner and Benson.
Federal relations-Smith of Frank
lin. Benedict, Hamme, Stillings and
sWaggener-
Municipal indebtedness ST.
mons, Porter of Montgomery, Baker,
Martin of Bourbon, Getty and Wag-
gener.
Observation-Disclosures Hughes, Ben
Rdict BuschOW and Hodges.
Manufactures and Industrial pursuits
-Blaker, Stewart, Martin of Woodson,
Gilbert and Hodges.
Banks and bankirg-Fulton, Chap
man, Peck, BuschOw, Harrison, Quincy,
Carver. Lower and Benson.
Insurance-Brewer, Dolley, Simons
Tucker and Harrison.
Charitable 1tut1OnS-CarVer, Huff
man, Griffin, Porter of Crawford,
Quincy. Martin of Bourbon and Hodges
Penal NEUTRALITY-SUSPICIOUS., Carver.
Etillings, Haskell, Connor Huffman
and Hodges
State affairs-Chapman. Harrison,
Conner, Hayden and Hodges.
Public health and hygiene-Connor
Hamme, Huffman, Bla.ker and Gilbert
Military affairs-Martin of Bourbon,
Hughes, Huffman, Benedict and ST.
mons.
cities Of the first elasticity, Still
5fngs, Stewart, Belts, Porter of Craw-
ford, Martin Of Bourbon and Wag-
gener.
cities of the second and third class
Quincy, Peck. Carver. Martin of Wood
son. Tucker, Brewer and Benson.
Education-Young Noftzger Gilbert
Buschow, Belts. Porter of Crawford,
Hamme, Carver and Hodges.
Educational institutions - Noftzger.
Griffin, Porter of Crawford, BuschOw,
Gilbert, Martin of Bourbon, Brewer
Harrison and Benson.
The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1905-01-13
Mems Work Shirts

Made of heavy black drill, also
heavy chambray shirts-these sell
every day in the year at SOC in all
stores-we have so dozen of them
we're going to sell them special to-
morrow, each SIC.