The morning Astorian. [volume] (Astoria, Oregon) 1899-1930, 1905-04-30

/ comfortably. 10 keep up-to-date. Then
comes the bookkeeper. who wants a
slice. Where does the boss come In.
II you ask him 10 sell you space for
less than cost? Did you ever think Of
that? The new rate card, which has
Just gone into effect is fair and equit-
able. II IL barely living rate for the
proprietor Of any newspaper, the size
Of The Astorian. the advertising value
OF which paper Is steadily growing.
Get new rate card. The Morning
Astorian IL being improved right
along. while the circulation Is in.
creasing. Because you are paying
what you deem a large amount. Is no
plausible excuse for your thinking
that you are paying even actual cost
TO the proprietor Of the newspapers
(which do most to advance your local
Interests,
600
All the merchants IN Astoria COM
bined do not spend In all OF Astoria's
newspapers combined. as much In one
lyear az the Glldden Varnish Company
lpald for their ads In three magazines
for May alone. See item on Butterick
Trio.
/ 600
Delicacies must be neatly kept In
order TO attract trade. To slice ham,
letc., on a musty counter. after II had
been on must plate exposed to
Everybody finger-touch. IL not an
Iappetlzing way. To temporarily over
come any short -comings In that diree-
tion. A. V. Amen placed a neat show
case ON his delicatessen counter. In
which these eatables are kept free
from the contamination of files, etc
/ A still better method Is to have Q
marble top counter. on which to place
the goods in platters and dishes, these
to be covered by a modern sectional
lwire screen show case, or individual
glass covers.
| II, takes more than catalogue tc
lrun a general mail order business
iExpert correspondence and foiiow-uI
matter are essentials. so are othel
things. They are expensive items. Il
you have TO get them from that ex-
pert teacher r-experience. It's cheaper
land much quicker TO buy the knowl.
edge from others who have had tbs
, training See the ad man.
100
| A special sale, scheduled for May
1st should not be advertised until the
day before To do otherwise gives
competitors a chance TO steal a march
lon you. II they haven't the stock or
hand they can wire for II. One adver-
ltiser in an evening contemporary an
nounces his special sales nearly a
week ahead, and quite often does hi
lin turn try to steal march on an.
other prominent advertiser, by an.
nouncing a sale of similar goods. as
soon as their ad has appeared. Ir
other words. he tries TO cross the river
after the other firm has forded It.
600
Now is the time to commence ad-
lvertising the regatta. Don't lose the
chance to bring untold numbers OF
strangers here. There are good home
and excellent factory sites to show.
Property owners will fiiId that the
sale OF one piece OF property at a
reasonable price to an investing
stranger will mean more than in
creased value of adjoining lots. Some
may hold on too long, l have seen
more than one city growing in another
direction. because property holders
were not disposed to let go of even a
small parcel at fair price,
advertising. In order to pay should
be like the latest fad in vaudeville
performances - continuous" = Rusty
Mike in "whate's Sayings
600
"Spasmodic advertising is a whole
lot like an automobile, mighty fine
when 1t goes, but sort of disappoint-
ing when II stops. Rusty Mike.
600
The man who advertises in every
little sheet that comes along, for
charity" Is liable to need some Of that