davidaulloa/AmericanStories huggingface dataset:
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13

advertisement. My principle is: Keep
pounding away at the reader all the
time. Formerly II used to be a custom
to advertise shoes at only certain sea-
sons OF the year j never adhered TO
that idea. adverise-and i keep on
advertising.
when a season Is dull increase my
advertisements. That may seem odd
Many don't do 1t. But do.
That is one of the secrets. I think,
of success. Instead os hanging back,
waiting for a slack season to pass, 1
believe in advertising all the more
This past spring. for example, was
backward and cold. 1t was bad for
trade. 1 did extra advertising.
Nor. at such times. do l raise the
price of shoes. 1t would not be fair to
make the public pay for the slowness
of a season. l do not lower wages in
that event, either, as the 1906 scale will
prove. The scale for that year shows
the average shoemakers pay in the
United States was $46l. In Massachu-
setts it was $3.50 In Brockton, S659;
while at my Montello factory 1t was
$3.50. That does not include supernten-
dents and high salaried men. Just the
workers, on the union scale.
Another advertising theory of mine
is that a good ad. should be changed
very seldom. OF course in the case NJ
dry goods stores or other places where
special sales are held and new attrac-
tions offered from time to time it is
necessary TO change the form and in
ducements of an advertisement But
where man deals in n single staple
article, 1 think he should write one
strong, convincing advertisement and
let that stand fo.' long time.
Let him make sure first that it Is
the strongest, bcst-worded advertise
mcnt he can cOncoct Then let Il stand
There are good reasons for this. Sup
pose a man has glanced at my adver
tisement for several days in succession
without reading It. Then one morning
he does read it. That may be the da,
when Qf l constantly change my ads
1 might have a weaker, less attractive
less convincing one than usual. Per
haps 1 lose his possible custom
"A good advertisement is an argl
ment. Remember that. An argument
Not a boast. 1t does not shout =. un
reasonable command to buy something
i 1t explains to you WHY you shoul
. buy the article. 1t appeals to you
sense of reason. 1t should never exag
!, gerate in any way, but tell the mer
i truth.
Base Claims on Merit.
"An advertisement should never clair
o for goods more advantages than the
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13
His Life Motto.

Newspaper advertising" is his life
motto in business. First. be sure you
have something worthy to advertise.
Something just as good as you say il
Is. Struggle to keep 1t as 2ooG, and
then advertise il constantly. The
newspaper is the field i'm which my ad-
vertising has brought mo the only per-
fectly satisfactory returns. And l have
tried many lines before settling down
exclusively to that theory"
The same cradle" served for New
England and for the man who was one
day to be Governor OF is Oldest State
For 1t was in ancient Plymou scene
OF the Pilgrims landing. that Douglas
was born. in lSij. His was as pathetic
and hopeless u childhood as ever Dick
ems pictured for David Copperted or
other of his lucklcss hoy heroes. That
Douglas rose from Il to any later posi-.
ton whatever speaks volumes for the
stun he was made of.
In 1880 news came to Il Plymout n
woman that her husband. the bvas =
winner OF their large family, had -.,n
drowned at sea, All the children Y c re
young. The mother was almost vi H.
out means SO two years Later she
verbally bound out one of the WOOD
"a precocious boy OF seven-u his;
uncle, a shoemaker. The chifl'i life
from then on became one Ions; era OF
drudSery and hardship. His un lie set
nm at once to pegging shoes by hand.
rms was task Tor grown worker.
hut the baby fingers were Kept at the
inceSsant toll OF it from dawn tc dark.
No holiday. no let-up of any sor- and
worst of all. no wages.
The seven-year-uld boy was CARRYING
nncuiy heavy weapons IN his lilc-bat-
Tie. lie has been carrying hen ever
since. His ability To do 81. explains
why he became Governor y lillian /.
douglas instead OF merely Jo grneymau
Bill Douglas.
his uncle was stern Ia ;k-mastcr.
apart from the shoe -pegging. the child
was called upon to perform q score OF
equally severe duties. Aliong then,
was the twice-a- day journ, y into the
woods. in bitterest New ENGLAND
winter weather. to cut nd drag in
wood for the shops fires.
only at rare intervals was he allowssf
10 leave his workbench for he schoaL-
room. But At such pc io,gi he proved
so apt scholar as to max, lIp for IN.
iong lapses He was greedy :or cduc.t-
tion and seemed To Absorb, his scanty
portion OF 1t without eff jrt IL was
only by this strange profic ency that he
CLEANED any learning at al
FOR four years the sla cry Ecnt on.
Ihen Douglas returned to his mother.
hu' so valuable had he hccoms in the
Ahop that his uncle induced llim 70
come back to him at the lun.ticcnt
wage OF - a month. Until he W.; III
Teen ne continued to work Thus nj tb,
pthe busy with new ideas .,Ionp h.
own line. These Ideas were ono d,v :,
bear fruit. u"S -
once. seeking to better himn,f n
went to work in Plym x,,h co,tn,
mill at 33 cents a day. This 1uc,,,r rn,t,
Us month. and the 81 Aise ,s,,no,
mot unlike dream VI veal sh. Bur Gat
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13

canc back to Massachusetts,. Working
as journeyman and later as foreman,
ne passed the next few wears. and in
July. 1876. made the plunge that began
his real career. He borrowed sSTj and
started a factory of his own. This
factory" was small enough to be swal.
lowed up in the most insignificant work
shop Of his present building. II was
just 80 by U .... q 500 square feeO in
area. Yet il was the nucleus OF the
plant that now has an area of 2g3. $50
square feet
! Prosperity came. but did not arrive
/ fas: enough to sui. the ambitious
young nnancier He looked about for
means of increasu- i, more rapidly.
! The method he chose was extensive
4 and unceasing newspaper advertising.
! From the first the plan was success.
] 1t has grown more and more remunera-
/ tive each year
"IIave tried any advertising me-
diums other than the newspapers" he
/ said recently, echoins question OF the
writer. Il should say 50! Magazines,
.rcu.ars street ar signs and many
another Why, once ! actually painted
r whole town red. J spread my ad-
y 1ii5emeH's over its fences and roofs
and barns ana everywhere my men
could !|aI space Tor an 'ad ON. yes.
I've trlHG them all. And the newspapers
sirc 10y far The best results
Even better than the masaz!ncs?"
Nu'" bet'tr' And Tor many reasons
IN INC "'S' p'"ce' Il newspaper adver-
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13

intended him for his original calling.
Hers was n literal command Of shoe
Z mailer. stick TO thy last For when he
disc oeyei the injunction an accident in
The cotton mill put - quick end 10 his
plans OF NccOming a weGver. Douglas
was pulled out OF the Gobris with a
. G-oEcu leg. That ended his cotto. mill
/ o. Eocriences.
! He went back to his mother While
! recovering; from his injury hc attended
! school and once more planned Tor =
| !U.l education. But The laan of poverty
| that has whi tpcd 80 many men on 10
greatness wa. busy about the young
student shoulders sL,tI drove a!m back
! to the earning OF - iiV!ng. just rs he
was beginning - rejoice IN his school
: Drosreas
! SO DnGer rten: to work aim cssly
at one job and @nothcT Douglas now
! set about learr ing the, boo, and shoe
business from lot ON TO top. in II, is
branches. From Town to town he
worked his way. It udying tile nlcth Gus
OF each shop un'H he had master "
every rGdimcnt OF mis- chosen prolessicI.
Lure cf the Golden West,
! BY the spring of iS,0 hc felt ready to
1 start in for himself. Like many an
other ambitious boy al ina; time he
! fanciel the future was mi ishtcr in ths
new West than nearer h9Sle. So to
( Dcnvc. he went. c:.rryi: . llong lis
lhardly-aC Cluircd stock VI Cobb lg
knowledS and little else
Arriving there, he Ioupd l:sptal was
ies need .ul in Colo ado As ~ Massa-
! >husetts. To acqu - thi .apita, hc
( took the first work thnt offered The
work in question n ruccd TO be rhe
! not very congcn'al position OF day la
! borer in a limc-kiln.
| Not exactly a brLliamt fulnlmcnt of
the golden promise of ehc West, nc,- d
direct advancement toward success ;n
the shoe trade. But Dougl Is wen, on
the principle that success consists ess
in holding good hand than in playing
| L poor hand well.
! Working hard and spending little, ne
at last saved enough to travcL to the
! town of Black Hawk. where he had
heard lived one Zcphc,liah Myers one
of the most skilled bOotrnakcrr in
America. From Myers the young nan
learned the finishing tOuc IS "a at SD Ted
perfection IN his trade. and he soon
acquired SO wide q reputation in tire
same business AS Il outytrip MS tlN )r.
Douglas and another man formed a
partnership and started G,urishng
boot ana shoe store at Golden City.
But New England always calls TO
!, her sons. Douglas heard tho call and
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13
pie thin any other medium could Sc
My to Financial Success.

NY 10 OuSSCSS'
Thu is why advertise exclusively
in neWpIpers. i advertise not only in
the piers OF all the principal cities,
but ais in 5000 country newspapers"
II tn cynical claim that money is
the find argument" carries any truth,
then VI. Douglass sincerity in declar-
ing the newspaper the foremost adver-
tising tedium cannot be doubted.
In 10 alone" he went on, II spent
100000 newspaper advertisements. I
should ot have done so were not sure
the ouuy was going to bring me ade-
quate rturns. That was n fair sample
of ears advertising expenditure.
Figuring on that basis I have spent
S.VOOwOn newspaper advertising during
the past ten years. a fortune? Yes.
But, as ! say, the results warranted it.
Il have given every form of adve=-
tising In, fairest sort of trial / began
with newspapers in 1883. The results
We're SO good that later 1 also adver-
tised in magazines. THE RETURNS
DID NOT WARRANT ME- IN CON
TINUINC. l withdrew my ADVERTISE
ments fran the magazines, but later on
| tried the experiment again. once more
took GU my advertisements, and since
then l have used only newspapers t
bring my goods before the public eye.
During the past decade, while i wa,
! spending S20O0,OO0 for newspaper adver
: tisements, l sold CbIsing the estimate or
/ my 1906 rtturnS) 1,32i.2f0 cases OF shoes
There are twenty-four pairs of shoes Il
case. that makes n total of 3.l7S, ,l7t
pairs for 1906. or 3l.7Sl.7G0 pairs for tht
ten years At the wholesale price o
$3.50 Il par. that would be, for the dec
! adc, SAG. i5i, 400. Or. at the retail rate o
$3.50 a pair, it would equal Sill, ,2S6 100.
| In my advertisements. as a rule.
| call attention to my shoes, leaving tn
| local dealers in their own newspape
| advertisements 10 mention the fact tina
| they carry the Douglas shoe
| BY the way another excellent rea
son Tor the superiority of newspape
over magazine advertising rests in tn
fact that in those same local paper
the reader sees the 'ad every day o
his life, while he sees 1t. at best onl
once a month in 4 magazine. In othc
words. ne sees it thirty times as ofte
in newspaper. and ii has. therefore
thirty times as many chances of i'm
pressing him. Every man reads hi
paper first. Then. if he has time an
inclination, he reads magazines. Some
times he has neither. and the magazin
goes unread.
! y am not believer In spasmodI
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13

actually possess. An article must have
merit-real merit-and its proprietor
must fight. every minute. 10 keep the
quality high. Success must not lure
him into letting up. one atom, on high
quality. II he does, in the course OF
time he will lose. Some people get to
making money fast. Then they think
they can lower the quality (and, incl
dentally the cost of production). and
make more. have made more be-
| cause my goods are worth more.
"It is a strange fact that fully two
| ffths OF the shoes sold throughout the
| entire week are sold on Saturday.
Whether because that is pay day or
merely because IL is a favorite shop
piry day / don't know. but the fact
! remains. and we regulate our adver-
tising accordingly; making 1t heaviest
| toward the latter part OF the week.
OF course, with a magazine published
only once a month) this would be i'm
pra acticable.
The Douglas shoe is sold all over the
| United States and also has a large sale
In Canada and Mexico, besides having
/ created more or less of European de-
mand. I employ 1900 persons in making
| and selling my shoes, and 1 own and
\ operate seventy retall Shoe stores IN the
large cities. The vast area covered by
my dealers renders 1t all the more nec-
essary for me to use local newspapers 3
from one end of the land to the other
| to advertise my shoes. and made 1t the
more needful for me to study out care
fully just what would be the best me-
dium through which I might reach the
people at large"
Concerning those 1900 employees
whom Mr.. Douglas SO casually men
toned. an entire article of more than
common interest might be written
They form sort Of Utopian community
whereof he is the head At his expense
all of them are provided with medica
care in illness. and they are in other
ways made to feel his personal interes
in them.
The labor question assumes none o
its harsher features IN the Douglas
plant. BY special agreement betweel
the proprietor and his workmen, al
differences, so far as possible. are mu
tually adjusted. Those which canno
be thus disposed of will by common
consent be submitted = 80 S.o+o p>or.
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13

Copyright 1907 by Henry G.. Paganl.)
A face enough like Blsrnarck's to
make the resemblance startling.
slender, wiry, boyish figure topped by
q white head. 4 manner self-assured,
yet never coarsely aggressive. There,
in nutshell is the personality of one
Of the most picturesque. interesting
figures In all New England-that of w.
l.. Douglas. Ex-Governor of Massachu-
setts.
But 1t is not chiefly as Ex-Governor,
or indeed as statesman at all, that the
world at large knows Mr.. Douglas n
put of something over three million
pairs OF shoes, and face that looks
out from the advertising columns of
eight thousand newspapers-thesc are
the outward attributes that have made
the name of W. l.. Douglas 50 familiar
from Maine to California.
The story Of the man who could make
himself SO well known; his secret of
achievement. his life history and his
hints on business success will not only
be OF interest, but of profit to every
class OF reader.
For the description Of a hard climb,
Of winning fight against clrcum-
stances and the climbers" rules for
victory are always worth hearing. The
world loves a fighter and takes an in
terest in his battles.
And W. L. Douglas Is a fighter, as
even the most casual student OF human
nature could glsan from one glance at
the strong, prominent jaw, the level
brows. the firm set of the lips.
That cast of features set Bismarck
to toppling European thrones. The same
physiognom" with a gentler mould OF
eye and mouth) has caused Douglas to
revolutionize business, to wiring wealth
from poverty and political power from
State peopled bv "A majority that diff
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13
His Payroll Grew.

| Here his payroll grew until It num-
bered its present 1000 names. Here,
too, grew the facilities for turning out
shoes in unparalleled numbers-about
| 800 pairs a day being the capacity
now. In the jobbing house alone a half
| million pairs OF shoes are carried at all
| times in stock.
The factory-or factories, for there
are two of them practically joined un-
der one series of roofs-cover as much
space as the walls of an ancient city,
and are arranged in rectilinear lines.
with wide-reaching wings, like ennlad-
ing earthworks.
The man who employed newspaper ad-
vertising as the magic wand to raise
this mighty structure from the earth
stNl works as hard, in his own way, as
did the seven-year-old carrier of wood
and pegger OF shoes Outside office
hours he is of simple, domestic tastes.
his one rich mans amusement" taking
the form OF frequent cruises on his big
steam yacht, the Machigonne.
lie has found time, too, as all New
England knows, TO make a decided inn
preston in the field Of politics. A
stanch Democrat he has served in
both houses OF the State Legislature,
framed the arbitration and weekly pay
ment laws. was Mayor OF Brockton in
1890, and has four times been chosen
as delegate to the national conventions.
His victorious campaign for the Gov
ernorship of Massachusetts was such as
to awaken national interest. Through
out his term of Governor he conducted
his great personal business interests as
well as those of the State in such a
: way that neither suffered from inatten-
tion. His wide use OF newspaper ad-
3 vertising during the Gubernatorial con-
test was one of the most striking feat
ures of the campaign and contributed In
no light measure to his triumph.
Why man like Douglas, having
made such giant strides in the world OF
business, should have sought the Gov.
ernorship was a puzzle to many. And
not a few wondered that he was no,
satisfied with the success he had al
ready won.
But the man who is satisfied with sue.
cess would be satisfied with failure.
n / do not think William l.. Douglas
would be satisfied with either.
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13
4 ployeu.

Since the beginning OF his first CAM
paign CT newspaper advertising, in 1883.
Mr.. Douglas has gradually but steadily
become known TO nearly every one in
America. The face that looks out from
the diamond-shaped frame in his adj
vertisements is familiar to all. Yet the
face that accompanies this article gives
"a far more accurate idea of the Will
liam L. Douglas OF to-day. The char
acter reader may peruse there the rea-
sons why a lowly start IN life ha6 no
power TO check this mans rise
BY judicious newspaper advertising
! Douglas quickly 'outgrew" factory
after factory until. In 1892, he erected
the huge works now in use at Monticello,
Just out OF Boston.
The Batesburg advocate. [volume] (Batesburg, S.C.) 1901-1911, 1907-09-13

"An advertisement should never claim
OF goods more advantages than they
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28

Now. what [ want to impress
through what Mr.. Wood has read
and what [ shall say, IS simply
this: Institute men and women
who do things. who can succeed
ia bringing something to pass;
not persons who are successful
in explaining why they cannot do
things, or successful giving ex-
cuses, but persons who can real
ly accomplish the assigned task
every time Over and over [.
have heard successful business
men, say. that the only limitation
they found upon the extension of
their business, was in finding
people who could be entrusted to
bring results to pass, and you
will find that the men and women
of any race, or of any color, who
Can succeed in doing things are
the individuals whose services
will! always be in demand.
Excerpts from DR.. Booker T.
Washington's Sunday talks be-
fore the study body at Tuskegee.
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28

Let everything that hath breath
praise the Lord
Rejoice, rejoice for Christ hath come,
Ring bells, ring, ring, ring,
And echo and re echo, the birth Of
Christ our King.
Let every heart in peace and joy
abound
That Redeemer for The world is
found
And let the brilliant glory flash from
sound to sound
Let all the nations of the earth,
In one great concert burst
In loud and joyful mirth.
That He who made us all
Hath give His only Son to call,
And save man from the fall.
He died and gave His precious life
TO blot out all our sins of every rail
and strife,
Let all the cattle in the distant plains
Proclaim His sacred name
And spread abroad His fame.
Let all the fishes of the mighty deep
Form a vast fleet.
Their Makers laws and stateness to
meet;
Let dill the fowl, and beasts begin to
sing,
In their own language of our Savior
King,
mat man may stop; consider, then
to Jesus cling
ALICE G. WHITE.
Dec. 10, 'O7. 1912 e. Monroe
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28

out the association with, and ex-
change of ideas and plans or pro-
cedure, you fail. The specific
object of the banquet, was to pay
obesiance to the life. deeds and
memory of John G. Whittier {.
whose Tooth anniversary occur
red Dec II, OF. But it was
broader, taking Garrison, Phyl-
lis Wheatley and mixed subjects.
On Whittier, Major Ford did
credit to himself and the club; on
Garrison, Attorney O. V. Royal
read mastery prepared paper
Astounding in rich sayings from
the pen of that inimitable abolit
ionist, Mr.. Warrick in a solemn
and dignified manner, bore testi-
mony of the worth and excellence
of the first colored poetess, Phyl
lis VIII eatley, Dr.. j. e. Hender-
son, in an able manner reviewed
the progress of our race, the
phenomenal record the race has
made. Other brief talks we're
made by the visitors and men,
berS.
The supper, which was deli
cious and palatable. consisted of
Oyster Soup
Clubhouse Sandwiches
Pickles Lettuce Salad
Ice Cream Assorted Cake
Sour Wine
Cigars
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28
Attucks Club Banquet

Tuesday evening, December II
at the restaurant Of Brown and
Neal. the Crispus Attacks club
gave their maiden banquet.
When all had been gotten ready,
master of ceremonies. r. A.
Byrd, rose, and in choice and in
we'll mOdulated SEN
fences, and appropriate. sta ed
in brief, he obi of the club
and the banquet. He dec AIRED in
substance, that to reach the goal
IN any avocation in life. associa,
ton and the exchange of ideas
and opinions are correlative pre-
requsisite assets; that even the
you be polished graduate, with.
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28

Colonel Matthews is making
most thorough CANVASS of
the state for the lieutenant gov
ernorshlp Tue party could not
select a better man. He is amply
fit.
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28

Hesser and Co and Geo. Becker's
We call your attention to the
fact that Hesser & Co., and Geo.
Becker's shoe stores, have as
bundle boys, Harry Lee and Leo
Mckinney. respectively, and do
not be so pious and reserved, but
go to Hesser's and Becker's and
leil whoever waits on you. that
you are trading there because in
part, they have these colored
boys employed aud because they
advertise in colored papers. We
ike to see it, it is all right-say
the same at Neuman's, Hall &
Herrick's. Simmon S book etore,
Coe Bros, and any other place
and by aud by you will have
more Tell Mr. McCourtney, you
ladies; that if he puts colored
lady in his store the whole color
ed population will stick to him
and do it; and prove it by doing
we'll these little things, such as
reminding people that you saw
their 'ad.
Capt. Byrd does that, and Byrd
is of more service to coIored en-
terprlses than carload Of these
dumb politicians; men like him
are sure enough, desirable citi
zenS.
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28

Congress re assemblies Jan, 6,
and then the nigh y guns will 60
off and echos reverbrate from
the explosions, will be- heard
around the word, for good or
evil.
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28
OUR ADVERTISING RATES.

For display matter one time, 1te
the inch; over one time, 10c, months
or one year, special prices made.
Reading matter, one time, &c the
line; seven words to the line; Over
one time SC; for long articles -
church advertising, some reduction.
For clubs, socials, ect., when mat
ter contains over rs words and under
200 send so cents If you desire 1t pub
li.bad in full. MANAGER.
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28

See e. L. Rogers for the best sich
and accident policies. $40 per week
The forum. [volume] (Springfield, Ill.) 1904-192?, 1907-12-28

Jeff Davis, of Arkansas, de-
sires the people to know that he
came to the UnitedStates Sen
ate to be heard, regardless of
how inefficacious his sayings are.