davidaulloa/AmericanStories huggingface dataset:
The Washington times., 1905-05-28
The Short, "snappy" Ad.

Style, too. enters largely into the at
tractiyeness of an ''ad," in so far that
words. sentences, and paragraphs should
be such as will instantly prove the most
fCrcible. Long words and complicated
| .sntences are undesirable. If you have
point to convey il should be brought
home quickly
Outside of these facts. another i'm
portant point for an advertising man
ager 10 impress upon his firm is the old
saying. Mind your own business.
Never bother about your neighbors'
affairs; that is. never try to belittle or
speak iii of them. Fights in type add
nothing to stores popularity or pres
tige.
While an ad man must AT all times
be alive to conditions IN what is going
on both as regards his own town and
outside cities, he should always rernern-
ter his interests are first and foremost
with his customers. An ad that brings
no response is like money thrown away.
In order 10 get good results from every
ad one must consider the nature OF MS
clientele. 1t would De the height of folly
for an ad man catering to the phDnc
trade to make q big display Of real
Irish point at very high prices OF i@of ZOE
for exclusive novelties to advertise very
commonplace goods. The truth must be
considered a ali times.
What constitutes a bargain2 A bar
gain to the general public consists OF
an article that is new. desirable, and In
universal demand at price that oj5 Is
regular for regular qualities Did
goods. pasSe styles, are not cheap al
any price Oldtime Grand pianos.
which in its day sole for $3.50, would not
be cheap today at $l09 simply because
It Is old style, On the other hand, d
new Upright" which sells for $500 would
now be cheap at S225. This is the prin-
ciple Of an ad which means success.
The idea is to sell desirable merchandise
will attract trade and make friends.
The last consideration or the al man
is the choice OF Il medium; that Is TO
learn what papers 10 use to bring his
announcements before the public. IN
Washington there are onty two after
noon papers. while in other cities, es-
peciallY the larger ones like New York,
Philadelphia, Boston, Chicago. there are
six, seven, and eight afternoon papers,
and like number of morning editions.
Usually two or three OF these various
papers will suffice to bring his notices
before the general public as Wei as
though all the issues were used. The
use OF these. of course, must De LETT TO
his decision
one of the problems which confront
the advertising manager OF q depart
rnent store is that OF keeping business
lively during what are generally regard
ed as dull months. It takes special IN
ducements and strong values in sea-
soaabIe merchandise TO transform DUH
periods into times OF bustIing activity
and increased business. Another IS to
always present new and different cffeF-
ings iii the daily newspaper announce
The Washington times., 1905-05-28
Robin Hoods Merry Crew.

The next episode shows Roger OF Caen.
the chief minister Of Henry !. laying
the foundations of the castle whose
ruins supply the stage on which the
folk play IS performed The episode
which follows. the seventh. presents a
striking contrast To those which precede
II and is carried out in the Dorset
dialect. It portrays a dispute between
the parishioners and the monks. which
starts in controversy concerning the
erection Of font in the parish church,
and ends with. the firing of the abbey by
the parish priest. During the progress
OF this scene Robin Hood, Maid Marian.
FriaT Tuck, Little John and their re-
tfnue are introduced and give Il Morris
dance. It will be danced 10 the original
tune. too.
The fouDda ton of the aImshouse. still
a f1ourisfing institution in Sherbourne
by Sir Humphrey Stafford and others.
in the year 1887 forms the subject OF
the eighth episode. The ninth shows
the expulsion of the monks at the dis
solution OF the monastery by King
Harry. and the sale of tie Abbey
Church. The next illustrates the re-
founding OF the famous 1lierborne
School, and the receipt of its charter
from King Edward " in 1854.
The Washington times., 1905-05-28
SAMUEL HART
Advertising Manager for Lansburgh
& Brother Says Secret Of Sue
cess Is Sticking TO Facts.

TF you know what the public lacks. IL
is much easier to tell il what II
wants Many an advertiser has found
to his sorrow that he has adver-
tised ansarticIe that the public does not
want, largely because 1t does not need
it. The old preverb has 1t that one
man may lead a horse TO water but ten
cannot make him drink. and so it is
with the advertiser and the public.
Therefore, I say, you must first gauge
the needs of the public. After that, II
YOU csannot make it drink, there is no
hope for you IN the advertising baSi-
ness.
For years have watched carefully ig
the customers in our store, noticed their
ioeas their ways OF putting them into
words. especially the women. and am
convinced that there Is no better schooi
for the advertising manager. human
nature will out at all times, but at no
time more readily than when a person
is giving up money-in other words,
aking a purchase in store or at least
. contempia ting one Perhaps L have
! learned more from those VINO merely
| contemplate purchases-their name Is
legion-than from those VINO actdatiy
There is one great fact in adver-
Using which must be ever present IN
the mind of the advertisef-the pabile
wants facts 1t must have them a
tremendous rhetorical flow of words has
No more effect on the general buyer. no
: rIaIter whether II Is peanuts VI pig II oiA
/ he wishes 10 buy. than a Washington
snowstorm would have on the neat oL
the lower regions. 1t IS possible lnaE
st.eh an advertisement would nave lts
erect on the brainieSs few, but that is
not the class that the merchant desires
t. interest. Tell the people the truth
In as few words as possible MAKE Inc
advertisement readable and catchy, ok
| course. but always keep 1t withln ths
bounds of reason.
| 1 have great faith in newspaper ad-
vef tis!ne: there is none better. certainly
none more pFGflta bic. Today the news
paper goes everywhere: 1t is read every
where by everyone The woman W!lo
wishes 10 Nbuy a yard or calico or tns
man who wishes 20 sut thousands et
newspapers before deciding wnere 10 80
and what TO buy.
Nothing IS more important IN adYer-
Using today than pictures. There ID
such q great mass or advertising matter
presented TO The reader OF the news
papers and magazines that it Is of yita5
Importance TO find an advertisement
that will stand out from all the rest
and can be taken IN at a glance Meth
ing can do this so Well as q drawing.
The artist must tell the whole story
quickly, or the wandering interest OF the
reader will fit on TO something else.
There is this to be said, however. in
regard TO the use of pictures-fhey cam
vertfsemants. They must De supple
mented with type. Perhaps the best
form of advertisement is the picture and
the type combined, both terse and 10 the
point. Newspapers have recognized the
value OF pictures. and as they have
grewn III size their thousands of lines
have multiplied, II Is true, but it Is
equally true that their pictures have
increased tsvsl or three fold as Htueh as
their type. SAMUEL HART.
The Washington times., 1905-05-28
Monks Drinking and Feasting.

Brief comment froin the chorus fills
UP gap of considerably over a century
and introduces the fourth episode, the
date Of which is SIS It graphically de-
picts the laxity Of life into which the
monastery at Sherborne, in common
With other monasterles. had fallen at
that time. The monks are shown drink
ing and feasting and having a high old
time generally. Upon this diegracefui
scene enters Bishop WaIfsy III and
reads an eccigsias sticaI riot act to them.
denouncing them as '.graceless brood
of vfpers," reminding them thar life is
short and hell is near at hand" and
soaring them into a penitentia1 mood in
which they accept the rule of ST. Rene-
diet
Time takes another jump and William
the Conqueror. full armed, stern and
wrathful, stalks upon the scene and
fFightens the monks worse than WuIf-
So did. By Gods grace he says, Eye
shall find William the Norman hath a
swift hand to seize and a strong hand
10 hold Then he goes on 70 declare
that Sherborne is 20 longer d See. the
church no longer a Cathedral and the
town no longer the chief city OF Wes-
sex. lie transfers the bisnoprie 70 Sa-
rum and .'exeunts' attended by his
knights on horseback and followed bv
the bishop, whom he cempels to trudge
after him afoot TO his new billet
The Washington times., 1905-05-28

ments Of the firm. When the store is
large one. with ample stocks and diver
sified lines TO draw upon. there should
be no difficulty in securing live, inter
eSting store news all the time.
1t IS important that the safespeople
support the advertising of the store. II
q customer finds that clerk does not
know about certain goods, especially
advertised, suspicion is at once aroused,
and the impression created that the dd-
yertising OF that store is unreliable.
Without this cooperation the adver-
tising will be wasted. and the reputa-
ton and prestige Of the house will suf-
fer.
The advertising man should be thor
oughIy familiar with the goods he adj
yertises; else he cannot know the value.
cost, where and how produced, and
other details which have a bearing upon
the goods themselves and their selling
points. The knowledge Of these essen
tials produces much stronger and more
convincing advertisements than If the
knowledge were lacking
I The advertising manager should enjoV
the full confidence of his irn. To be a
success he must be practically "one of
the firm 50 far as every movement is
concerned. His is the hand that directs
| the most important part uf the busi-
ness and without an intimate knoWi-
j edge of the firms affairs he is cropping in
| the dark.
There are many claims made for the
| value Of illustrations in an advertise
ment, but one of the best is that "A
| peculiar combination of words, however
| attractive they may look in bold type.
can so quickly claim the readers at
| tention as good illustration.
and shade-tkat is, strong display. with
az few headlines as possible Where
( everything is displayed. nothing is prom
inent. CHARLES L. FINNEY.
The Washington times., 1905-05-28
CUPID AND CHESS BOARD.

He was gallant officer
And she a noble maid
. game at Chess. Oh. not for gold,
It was for love they played.
Tn moving first her hand drew near.
The opening quick TO seize.
He took it -en passant, and she?-
She left 1t there zen prise
He held her hand as If in Pawn.
And slipped a ring thereon.
He looked as If he'd risk his ali
To win that ringed Pawn.
He swore that though he served MS
King.
His Queen she'd ever be,
end he would be her faithful Knight
To all eternity.
She Checked him not, nor interposeds
She Looked not cross nor bored,
She touched the ring and said.
.'J'adoube,"
He saw that he had scored.
The ending of the game of Chess
Is marvellous TO state;
A Bishop from the Castle Square
Gave both at once a Mate"
Their life had its perpetual Checks,
But true love did not fail;
They always drew and neither found
Their Mate grow ever stale.
j. II. FinIayson.
The Washington times., 1905-05-28

The last of the episodes introduce one
OF the most heroic and tragic figures OF
English history. Sir Waiter Raleigh,
whose association with Sherborne is ac-
counted net he least of its claims 10
distinction. It depicts his Homecoming
with his wife to the castle which had
been granted him by Queen Elizabeth
Sir Walter makes some pretty and gal
liant speeches TO his wife which puts
her in such good hurnor that she fills
ais pipe for him. and leaves him t9
The enjoyment of the sVirginian weed.
which he is supposed to have hrsf III {
troaueed into England. Then occurs
that humorous incident with which
every smoker is familiar. a servant
| comes in and imagining his master IS es1
fire souses him with jug OF ale.
The performance VIII conclude with a
final tableau enabiematic of the presens
and past greatness or Snerborne. in
which all the principal figures that have
appeared in the previous pagearts viii
participate Sherborne Will be symbol
/ lied By stately female figure - with
long, loose hair. surrnounted By q cas-
tellated crown, and bearing IN her right
hand a model of Sherborne Abbey On
her right hand viii stand another fe-
male figure typffy1ng her American
daughter who dropped the final .'es from
her name when she settled in Massachu-
sets. She will wear a, diadern ef stars
on her head; her left hand will rest on
| the arms Of the State of Massachusetts,,
| and III her right hand she will bear q
model of a caraYei.
| II is hoped that the American Sher-
| born will send delegation TO the ceIe-
bration The folk play will be given on
| four consecutive days, beginning on
June L.
Apart from that. the quaint old town.
with its narrow streets and half-tfrn-
bered houses. and the neighborfood
roundabout. viii be full of interest 70
American visitors
The Washington times., 1905-05-28
Alfred the Great.

The third scene presents the most IA
nous figure associated with Sherborne' s
fistory-Alfred the Great. a procession
enters bearing the dying King Ethelbald
to his last resting place at sherborre.
tie IS met by his brother Ethelbert ard
their mother, Queen Osburga. With
them is Alfred, at this time but lad.
E,thelhaId embraces Ethelhert, with
whom he had long been at enmity, and
expires after bestowing q blessing on
Alfred. Queen Osburga leaves Alfred
with Bishop EaIhstan to be educated.
s.It is a great glory for the house of
Sherborne and for Sherborne School to
Rave him among u.s. says the warrior
rreiate. .for his presence lifts sher-
borne On high as the chief city of Wes-
SEX
History does not record just where
Alfred got his schooling. But as Sher-
borne was the capital of Iyessex from
$50 TO S7S it is likely that nc did receive
The Washington times., 1905-05-28
Heathen Era Depicted.

The first of these depicts the founding
OF the town by st. Eaidhelm in 705, when
the inhabitants of the west had most OF
them re1apsed into heathendom. In the
midst of a hunting scene the saint
makes his entrance, accompanied by
some OF his disciples. Dipping his hand
in the small stream which flows by, he
asks its name, and on being told that in
the ancient tongue it Is called Scir-burn
the clear strean-and is a holy place.
he raises the standard of Christ there
Upon this holy place. by this clear
stream. AMI on this pleasant hill, he
says. Il will build a city and a church
From this holy place the knowledge Of
the true God shall spread throughout
the western lands. And It shall be
known throughout all ages as the place
of the clear streams. and unto the end
of time its children shall call it-Sher-
borne"
The next episode introduces the most
famous of SherDerne's bishops, Ealhs-
tan. known as the fighting bishop. and
King EtheiwuIf's S best general. He It
was who won the first complete victory
over the Danes at tie mouth Of the Par
ret in s45. He is shown in the full ar
NOR of the period leading a charge
against the invading Danes to the cry
of For God and Homet' After ter
rife hand-to-hand encounter they are
driven back through the chapel exit,
leaving their dead and wounded on the
ground.
Ealhstan was not the only fighting
bishop of SherbCrne Between 871 and
ss3 three of thena fell IN battle against
the piratical northern hordes. But the
folk play would have to be stretched to
too great length to make room for them
and their valorous deeds.
The Washington times., 1905-05-28
keeping Within the Truth.

Successful firms are the ones whose
advertising stands for truthfuiness and
aineerity These are paramount One
or the points the advertising manager
must feel confident about is that he
does not oyerstate the truth or deal in
exaggeFation and thereby mislead the
public Nothing can be more harmful
nothing can be more iujudicious.
The writer knows full well the glorious
Iseults of truthful advertising. For
tunate the advertising man employed
by firm that lives up TO every state
msn1 made, for he is sure of certain re-
suits from his work. and he does not
labor III vain.
Further into the details Of advertising
among the intricate work OF which the
chopper knows nothing is what is
knossn among the craft as makeup -
Advertising. like everything that is put
before the public. must be presented IN
The Washington times., 1905-05-28
Historic Old Town Will
Celebrate Twelfth
Centenary.
Event Will Be Marked
by Folk Play Acted
in Open Air.
Drama, by the Author of
Rosemary" Requires
Cast of 700
London. May 20.

London. Mag 20
MEXICAN visitors to England
~ early this summer viii have an
opportunity of witnessing some
thing worth going far to see. It
is the commemoration by Sherborne, one
OF the quaintest and most picturesque
of West Country towns. of its twelve
handredth birthday. Few towns, even
mold England. can boast such venera BILE
antiquity as that. And during its long
life Sherborne has Witnessed many stir
ring scenes intimately associated with
epech-making periods Of English history
Instead of an exhibition, feasting, ora
tory and fireworks, or any of tie other
varieties of civic celebrations which
mushroom cities have made so weari-
soraely familiar Sherborne IS to have
show wcrthy Of its great age and gior-
lotis= memories. Tt Will take the form
OF q spectacular folk play or pageant
IN which the most noteworthy OF the
events that have taken place IN the old
gray tawn Will be re-enacted.
Sherborne has been taking life. easy
IN The last few hundred years of its ex-
istenoe.4aed rot much OF Importance to
the outside world has happened there
in that time. But il had the good for
tune % provide a home for nineteen
Years TO Louis y. Parker the drama
list. author of The Cardinal and CO.
author of Rosemary" Incidentally al
50. slicrhorne provided Mr.. Parker with
wife. To show his appreciation of all
that Siaerborne hae done fer him, Mr.
Parker has written the folk play and
arranged :tS scores
The Washington times., 1905-05-28
Like a Trained Army.

Advertising is thus a great incentive
creating. ceaseless activity. II it is g
great department store-the stores sys-
tenn, the goods. and the clerks must mir
ror the advertisement If this is done
success is sure and the newspaper
proves the mightiest of adjuncts, and its
possibilities almost without limit
The successful are always looking for
finding, and curing the weak spots Most
failures result from the lack OF ability
to recognize a weakness. The merchant
like the prince, is surrounded with his
chiefs and the attending army. If with
undoubted ability he possess too much
egotism. he is fed on fiattery and dire
results are only logical.
Since advertising is the subject of this
article the writer of advertisements is
told of, as he should be. What the phy-
sician is 10 the family he should be to
the establishment. To discover ailments
The Washington times., 1905-05-28
CHAS. [. FINNEY
Head of GoIdenberg Advertising De-
partment Emphasizes the Value
Of Illustrations.
! DvERrIs1NG, as related to the
IIIOutE II NSlcii tiILNllt . LtOI Q ID q
statement Of facts regarding


~ statement Of facts regarding
the stores doings. The adver-
tising manager is sort OF mega
phone, talking of the store to the pub
lie in the newspapers as does the clerk
behind the counter.
There are many details about the
work OF planning out campaigns of pub
Hcity, and presenting the business
facts to the shopping public in the
most attractive form possible.
The advertising manager works hand
in hand with the buyers as the
heads OF departments are named, call
ing upon them for the best things TO
be found in the various sections ueder
their charge. His finger is ever on the
throbbing pulse OF the great business.
quick to detect the ebb and flow of
vitality.
It is his duty TO detail in an interest
ing manner the movements of vast
stocks Of merchandise. The large de-
partment store works with big units
a carload of kitchenware. the entire
output of a factory or an invoice OF
hundreds OF dozens Of some staple ar
ticle.
Advertising is the machinery that
keeps these stocks on the move, and
gives life 10 the whole wonderful or
ganization.
II is an art and one which must be
learned thoroughly step by step.
Today is the day OF specialists. In
every walk OF life men and women
confine their energies and talents to
certain specific lines; fact which has
naturally caused most OF the advance
ment throughout the commercial world
in the last decade. So. too. has adVer-
Gising progressed even more rapidly
than any Of its contemporary lines
The Washington times., 1905-05-28

adapted to the performance. Through the
main entrance to the modern castle, the
home of the Digby. family, a winding
read leads across the moat into The in
terror OF the cid castle The ruins of the
keep and turret. evidence Of Crom-
welI's wrath. form rough quadran-
gle -evergrown with ivy which will serve
as atbaclsgro5IT7d for the various tab
1eaux.
On the left towers the remnants Of the
ancient gatehouse; on the right is an-
other fragment Of masonry. called the
Chapel Exit" Fronting the quad
srangIe large covered auditorium viii
be erected providing seats for 1000 spec.
tators. In the folk play 200 of the
townsfolk will take part. They began
drilling aad rehearsing for the event
months ago. The historical accuracy OF
the costumes provided for them Is
vouched for by the best authorities.
Sferborne's chief claim to historic re-
nown Hes in the fact that It was for &
time the eapitaI Of the newer WesseS
and the .csnter of the one district which
successfully withstood the Dane, willis
The Washington times., 1905-05-28
WM. 9. KENT
Palais Royal Advertiser Says Lit
erary Ability is frequently a
Handicap in "Ad" Writing.

- He incidental benefits that come
of modern advertising are far
/ reaching. First-With the in
come that advertisements bring
the newspapers of today their capa-
bilities as medium of information
are materially increased Second
With the aid of advertising a busf-
ness can be buiIt,to gigantic proportions.
and thus opportunity Is given to capital
and employment TO countless numbers.
Third-The modern advertisement is the
greatest boon 10 the people; a daily
guide, a source of information, making
the reader familiar with values. aiding
economy, saving time and trouble
Modern advertising has been termed a
science-it may be better termed com
mon sense.
The advertiser begins as does school
The Washington times., 1905-05-28
W.

Alfred gathered his forlorn hope in the
marshes Of Athelney for the fight which
made England and all that has since
come out OF 1t possible. Three of the
eleven episodes" into which the play
is divided are devoted to this period of
| its history.
The Washington times., 1905-05-28

his early training in letters there At
all events no other West Country town
can advance better claim to that dis
tinction- As Sherborne was the center
of the resistance that checked the en-
eroachments of the Danes it is certain
that Alfred must have often been quar-
tered there. Brasses in the Abbey
Church mark the graves of two of his
brothers who preceded him on the
throne-Ethe1baid aad Etheibert.
The Washington times., 1905-05-28

a most attractive form. Tt is the pleas
ing arrangement as well as the easy
arrangement of the matter in an ad-
vertisement which gives the best and
quickest results.
Some merchants who write their own
advertisements pay little or no atten-
ton to the symmetry or attractiveness
OF their announcements. This. outside
OF the value of the bargains, is a most
important point to be considered.
The Washington times., 1905-05-28

he must learn to see the establishment
through the eyes of the visiting public,
and has 10 be in sympathetic touch with
the rank and file of the army of en-
pioyes. More is often learned from such
1t source than from the captains OF the
army
The advertiser who is a literary gem
ius is almost unfortuna te-he toe often
relies upon well balanced phrases. aud
too often despises the htln-dr um Of store
life. The successful writer must know
goods and their values, he must know