davidaulloa/AmericanStories huggingface dataset:
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1907-11-02
pie than any other medium could Sc

! pie than any other medium could Sc
cure for me.
Key to Financial Success.
THAT is why I advertise exclusively
in newspapers. I advertise not only in
the papers of all the principal cities,
but also in 5000 country newspapers"
| If the cynical claim that money is
| the final argument" carries any truth,
then Mr.. Douglass sincerity in declar-
! ing the newspaper the foremost adver-
Using medium cannot be doubted.
In 1906 alone,' he went On, 81 spent
100000 in newspaper advertisements.
should not have done so were 1 not sure
the outlay was going to bring me ade-
quate returns That was a fair sample
of a years advertising expenditure
Figuring on that basis I have spent
81, OOO,OO in newspaper advertising during
| the past ten years. A fortune? Yes.
But, as ] say, the results warranted it..
Il have given every form of adver-
| Using the fairest sort of trial I began
with newspapers in 1883. The results
| were so good that later I also adver-
tised in magazines. THE RETURNS
DID NOT WARRANT ME- IN CON-
TINUING. I withdrew my ADVERTISE
ments from the magazines, but later on
tried the experiment again. Once more
took out my advertisements, and since
then I have used only newspapers to
bring my goods before the public eye.
During the past decade, while I was
spending s2,O0O,0O0 for newspaper adver-
tisements, sold (basing the estimate on
my 1906 returns) 1,324,240 cases of shoes
There are twentyfour pairs of shoes to
case, that makes a total of 3,17S 176
pairs for 1906, or 31,7s1, $50 pairs for the
ten years. At the wholesale price of
$3.50 pair, that would be, for the dec
ade, $79, 454, 400. Or, at the retail rate of
$3.50 a pair, it would equal Sill, 236, 100.
In my advertisements, as a rule,
call attention to my shoes, leaving the
local dealers in their own newspaper
advertisements to mention the fact that
they carry the Douglas shoe
BY the way another excellent req
son for the superiority of newspaper
over magazine advertising rests in the
fact that in those same local papers
the reader sees the 'ad' every day of
his life, while he sees it, at best, only
once month in magazine. In other
words, he sees it thirty times as often
in newspaper, and it has. therefore,
thirty times as many chances of inn
pressing him. Every man reads his
paper first. Then, if he has time and
inclination, he reads magazines. Some
times he has neither, and the magazine
goes unread.
81 am not a believer In spasmodic
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1907-11-02

advertisement. My principle is: Keer
pounding away at the reader all the
| time. Formerly it used to be a custom
to advertise shoes at only certain sea,
sons of the year. I never adhered tt
| that idea. I advertise-and keep or
advertising.
"When a season is dull I increase my
advertisements. That may seem odd
Many don't do it. But do.
THAT is one of the secrets, I think
of success. Instead of hanging back
! believe in advertising all the more
This past spring, for example, was
backward and cold. 1t was bad for
trade. I did extra advertising.
Nor, at such times, do I raise the
price of shoes. 1t would not be fair to
make the public pay for the slowness
of a season. I do not lower wages in
that event, either, as the 1906 scale will
prove. The scale for that year shows
the average shoemaker's pay in the
United States was $461. In Massachu-
sets it was $780, In Brockton, $619
while at my Montello factory it was
$3.50. That does not include superinten,
dents and high salaried men. Just the
workers, on the union scale.
Another advertising theory of mine
is that good 'ad.' should be changed
very seldom. Of course in the case of
dry goods stores or other places where
special sales are held and new attrac-
tons offered from time to time it is
@1 aL,a
ducements of an advertisement. But
where a man deals in a single staple
article, I think he should write one
strong, convincing advertisement and
let that stand for long time
Let him make sure first that it is
the strongest, best-worded advertise
ment he can concoct. Then let it 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 day
when Gf constantly change my ads y
might have a weaker, less attractive.
less convincing one than usual Per-
haps lose his possible custom.
"A good advertisement is an argu-
ment. Remember that. An argument.
Not boast. 1t does not shout an I'M
reasonable command to buy something.
It explains to you WHY you should
buy the article. It appeals to your
sense of reason. It should never exag-
gerate in any way. but tell the mere
truth.
Base Claims on Merit.
San advertisement should never claim
for goods more advantages than they
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1907-11-02

intended him for his original calling
| Hers was literal command Of "Shoe
maker, stick to thy last!" For when h
disobeyed the injunction an accident il
the cotton mill put a quick end to iii
plans of becoming weaver. Douglas
| was pulled out of the debris with q
| broken leg. That ended his cotton-Ynil
experiences.
l He went back to his mother. While
recovering from his injury he attended
school and once more planned for q
| full education. But the lash of poverty
that has whipped so many men on tt
greatness was busy about the young
students shoulders and drove him back
| to the earning of living. just as he
was beginning to rejoice in his schoo
progress.
| No longer content to work aimIessly
at one job and another, Douglas now
! set about learning the boot and shoe
| business from bottom to top, in all Its
branches. From town to town he
worked his way, studying the methods
| of each shop until he had mastered
every rudiment of his chosen profession
Lure of the Golden West.
BY the spring of 1865 he felt ready tc
start in for himself. Like many an
other ambitious boy, at that time he
| fanced the future was brighter in the
new West than nearer home. So to
Denver he went, carrying along his
| hardly-acQuired stock of cobbline
acknowledgement little else.
Arriving there, he found capital was
as needful in Colorado as in Massa-
chusetts. To acquire this capital he
took the first work that offered The
work in question CHANGED to be the
not very congenial position of day Ia
borer in lime-kiln.
Not exactly brilliant fulflment OF
the golden promise of the West, nor a
direct advancement toward success in
the shoe trade. But Douglas went on
the principle that success consists less
in holding a good hand than in playing
a poor hand WELL
Working hard and spending little, he
at last saved enough to travel to the
town of Black Hawk, where, he had
heard lived one Zepheniah Myers, one
of the most skilled bootmakers in
America. From Myers the young man
learned the finishing touches that spelled
perfection in his trade, and he soon
acquired so wide reputation in the
same business as to outstrip his tutor.
Douglas and another man formed a
partnership and started a Furnishing
boot and shoe store at Golden City.
But New England always calls to
: her sons. Douglas heard the call and
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1907-11-02

came back to Massachusetts,. Working
as journeyman and later as foreman,
he passed the next few years, and in
July, 1876, made the plunge that began
his real career. He borrowed $S75 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. It was
just 30 by 80 feet Q,SOO square feeD in
area. Yet it was the nucleus of the
plant that now has an area of 293, $50
square feet
Prosperity came, but did not arrive
fast enough to suit the ambitious
young f1nancier. He looked about for
means of increasing it more rapidly
The method he chose was extensive
and unceasing newspaper advertising.
From the first the plan was a success.
1t has grown more and more renunera-
tive each year.
Have I tried any advertising me-
diums other than the newspapers" he
said recently, echoing a question of the
writer. II should say 50! Magazines.
circulars, street car signs and many
another. Why, once I actually painted
whole town red l spread my ad-
vertisements over its fences and roofs
and barns and everywhere my men
could find space for an 'ad.' Oh, yes,
I've tried them all. And the newspapers
give by far the best results
Even better than the magazines?''
Much better. And for many reasons.
o
tisement strikes the eye the moment
the sheet is opened. The same adver-
tisement would lie hidden among the
pages of magazine until the reader
found his way to it, if he ever did
The busiest mans eye will be caught
and his attention held by sight of a
strong advertisement in his daily raper.
whereas that same busy man might not
find time to go laboriously through all
the advertisements of a magazine.
Then, too, practically every man
reads newspaper. Every man does
not read magazines. Take a village. for
instance, where the one local newspaper
has perhaps 200 readers. If mt an
advertisement in that paper 200 people
are going to see it. No one magazine
nor, for that matter, all the magazines
combined, will circulate 200 copies in
that same town. The reasoning is yerv
simple.
There is no hamlet or tiny settlement
on the continent that is not reached nv
newspapers. There is no place where
newspapers are not read with eager in
terest. So by placing my advertisement
in the newspapers it is a self-evident
proposition that will reach more neo-
Morris tribune. [volume] (Morris, Minn.) 1880-2000, 1907-11-02
Base Claims on Merit.

San advertisement should never claim
for goods more advantages than they
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19
SQUAW VALLEY IS
new MINING CAMP

w. G. Howard, the architect, re-
turned yesterday from Winnemucca.
where he was awarded the contract
for the draughting of plans and
specifications for the three-story
hotel to be erected by Phil Blum.
The structure will be 75x100 feet,
and will be modern in every respect.
Mr.. Howard, while on his trip.
heard of a new strike fifty miles
from Golconda. He met a mar from
Goldfield, whose name he does not
recall, and the latter told him that
he had just made one of the biggest
strikes that had been made in that
country, not even barring Rosebud
or Seven Troughs.
HE had some of the specimens
from his strike with him." said Mr.
Howard, ''and they were certainly
beauties. Squaw Valley is the name
Of the new camp, and he told me that
he had a four-foot ledge at a depth
of ten feet"
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19
STAMPS ARE DOING
EFFECTIVE WORK

The forty-stamp mill of the Mon
tana Tonopah is doing most effective
work. There was shipped a few days
ago, forty tons of concentrates which
went $531 to the ton, and yesterday
there were shipped by express 1900
pounds of precipitates which were
valued at in the neighborhood of
81, 900.
This is far in excess of the ship
ments of last month, when only
twenty stamps were dropping, and
ii means, up to date, over SAC, 900 in
the way of production, and this is for
only half a month.
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19
Solid Gold. on
Daisy Lease

of the camp as a producer of rich and
beautiful specimens, which, with the
Antelope and Sunnyside mines, are
yielding exhibits of gold such as has
never before been equalled in the
history of gold mining. From the
Daisy alone has come over, shot,
crystal, rusty and wire gold speci-
mems.
Mr.. Inman will remain in Roun1
Mountain for ten days or two weeks
longer and all arrangements per-
fected to tackle the job of opening
up and taking out the gold on q
larger scale by taking on additional
miners just as quickly as the room
is made to work them in.
Two weeks ago Williams and Os-
born took a camping and mining out
fit into the mountains with a view to
doing the location work. AT a point
where the great ledge of white quartz
outcrops for nearly a dozen feet, the
men decided to cut a tunnel into the
sheer surface. The ledge's direction
is almost due east and west, with a
dip of about five degrees to the
north.
After going in about three feet the
quartz became highly mineralized,
,,hioL s,ouoocnd u,;th ovapxr fnof "a
progress and it is at a point about
ten feet from the surface, as far as
the work has progressed to at the
present time, that the rich samples
We're taken. As the grub ran out the
men were forced to return to town
but brought with them as much oil
the ore as they were able to pack
The quartz is thoroughly charged ant
impregnated with silver, molybdenitt
and bismuth, and was the occasion Of
no little excitement about town
where it was being shown around.
Mr.. Williams states that there is
contact of slate, volcanic granite ant
regular granite. One ledge is a whit,
fiinty quartz and as hard as any roei
he ever drilled into.
THE country is extremely ruggeI
and difficult to get about in" sal,
Mr. Williams, 'sfor there are no road
and consequently is but very littl
prospected. There is any quantity Q
timber all around and a stream Q
water runs adjacent to the grouI
which lies just over the other slop
of the highest range of hill zen froI
Round Mountain. This ledge ha
been known to exist and there al
old prospect holes to be found her
and there, but we found no evidene
that any one had crosscut right int
the great granite wall. Anyhoy "
did. and inside is where we foun
the goods. We got a ton and a ha
of the ore in three feet which run
as good as the sample assayed.-
: Round Mountain Nugget.
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19

Certificates of location for sale at
this office.
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19

Tuesday was a red letter day on
the Daisy property. The Solid Gold
Mining and Leasing Company made
good its name, AT a point thirty-five
feet down the new incline of the Solid
Gold lease, formerly worked by
Slim Morgan, a ledge ranging from
four to four and a half feet was un-
covered which may literally be said
to be OF solid gold. Picture gold
Is an expression which fails in its de-
scriptive power. Specimens are ac-
tually solid gold, while others are in
the white jasper-beautiful to be-
hold. Assays made from across the
ledge run from $40 to $500 to the
ton, while some of the picked sang
pies, notably some of the white jas
per lots, went up into figures quite
unbelievable, were ii not that the
goods are on view and the assayers
returns open for inspection. Six fig
NISSt NOluiHb iiNhSl has NNVi pSS'A
struck since the discovery of the
camp.
Mr.. j. e. Inman, State manager of
the Hartford Mining Exchange, and
a capitalist of that city. who is heav-
lily interested in the Solid Gold lease,
arrived in Round Mountain a few
days prior to the strike and was
therefore on the spot to participate
in the excitement.
Il am very much impressed by the
Round Mountain district" said Mr..
Inman, ''and | don't expect to lose
any money here" Furthermore, it
may be remarked incidentally that
Mr.. Inman stated that he was looking
at some other properties in the camp
with a view of buying. ICY" John
son interested this gentleman In the
vast possibilities of this district, and
to him both Mr.. Inman and Round
Mountain owe the fact that they
were introduced to one another.
The high grade on the Solid Gold
is being sacked as it is taken out.
The Crescent cease, another of the
Johnson promotions on the Daisy, is
down 125 feet, at which point it has
been drifting to the south. The drift
is in about forty feet and is at pres
ent going through a formation which
is believed to be the same ledge
which is on the old Mulholland lease
The drift was started with a view tx
cutting it and the work progresses
both night and day. The Crescen.
lease is the first of the leases il
camp to put up a power hoist and j
is now considering the installment o
two six-foot Huntington mills. TIL,
water for these mills. will be derive,
directly from the Daisy COMPANY
which owns the principal water right
in the district. The Daisy propert,
is certainly upholding the reputatio,
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19

with the most complete and modern
machinery, blocked out enormous
bodies of ore, and constructed a 125-
ton per day smelter at the mine.
which will be blown in upon his re-
turn from Nevada. AS a means of
cheap transportation between the
mine and the Oregon Short Line rail
way, a distance of thirty-six miles,
Mr.. Armstead put into operation -four
huge traction trains, which are givine
perfect satisfaction.
Recognized as m of the most sue.
cessful mining engineers of thC
northwest, Mr.. Armstead has the
courage and means to support hi
Judgment and should he decide to be
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19
PIONEER SELLS CLAIMS.
Inyo Man Disposes of His Property
For 100000.

EoI 3IOVsVVOA
Gustave Sanger, who is o Just
completing his new business block
next to the New Fish building, has
decided to transfer his residence here
from Inyo, and has purchased the
Long home on Truxtun avenue
1t may not be generally known that
Mr.. Sanger always a well to do stock
man, recently cleaned up a fortune in
Inyo as the result Of a sale of copper
properties. A number of mining
claims we're disposed of by him to
the Schwabs for 100000. At the
same time A. O. Collins, formerly a
resident here In the early days, re.
ceived $4,000 for his copper prop
critics.
Mr.. Sanger, who is now ~ years
old, was a pioneer of this county, but
moved TO Inyo in the early eighties
He will spend the remainder OF MI
years in Bakersfield - Bakersfield
Californian.
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19
A COMMON MIscoNcEpTIoN.

Maude Jagged 9 years Mother
when I grow up ! guess | will be a
school teacher. Do you think can?
Mother don't believe you can,
Maude, because you are now only in
the second grade.
Maude-Then | guess | will have
to be a mother. You don't have to
take any lessons in that, do your
Judge,
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19

come identified with the Bullion dis
trict of Nevada, the camp will there
by receive an Endorsement that Will
greatly benefit it. His mining associ-
ates in Montana include John Mac
Ginniss. president of the Silver Bow
National bank of Butte, and General
Charles s. Warren.-Salt Lake Tri-
bune.
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19
GOING INTO BULLION CAMP.
Montana Operators May Become In
terested in Nevada.


IL. II. Armstead, jr., the well
known Montana mining operator,
spent Thursday in Salt Lake, en-
route to the Bullion district of Ne
vada, where he will remain several
days. The purpose Of his visit to the
Nevada camp is to make a thorough
inspection of the several properties,
which he and a eoterie of New York
and Montana capitalists recently
bonded.
Mr.. Armsetead himself is a man of
wealth, and is associated with some
of the most widely known financial
men of the east. He has established
an enviable record as general mana
ger of the property of the Silver
Fissure Mining company at Polaris,
Montana. He took hold of the Polaris
mine, which is one Of the best known
properties in Montana. a little more
than two years ago. 1t had been
worked ait different periods by var
ious parties for over twenty years,
but had never been made a profitable
proposition on account of the failure
Of it's score of owners to discover a
means OF treating the ore.
Prior to purchasing the property
Mr.. Armstead worked out a formula
and demonstrated at a Butte smeltel
that he had found a solution to thu
reduction problem. Taking his owl
time and doing things in his own pc
culiar way, he equipped the %propert.
Tonopah bonanza. [volume] (Butler City [i.e. Butler], Nev.) 1901-1909, 1907-10-19

Merchant and Bookkeeper-The
Bonanza can fit you out with ruling
to suit your particular style of book
keeping. Call and get figures.
Monroe City Democrat. (Monroe City, Mo.) 1888-1919, 1907-08-01

cocktails for the delectatiou o
the president on the occasion of
his visit ~ Indianapolis he lit
tie thought what a rumpus
would be raised about it. He
has found the incident even
more EMBARRASSING than did
Governor Folk. when he found
it expedient to cover his cock
tail with hat. Distinguished
statesmen are so closely OBJ
served by newspaper men that
they cannot be too careful about
indulging their foudness for
liquid refreshments. Glasgow
Missourian.
Monroe City Democrat. (Monroe City, Mo.) 1888-1919, 1907-08-01
Strange Coin.

Mark Washington, work man
for lack Leake. in tearing up
the north end of the G. S.
Robertshaw board walk found
under it, a strange silver coin.
The madallion was that of
Kalakan l King of Hawaii, a
tre looking man with straight
nose, good mustache and full
English sideburns. Date 1883.
Reverse side, Court Of Arms,
around which was; Aurmakao.
kd Alma Ika Pous Akahi Dala
O. The lett side of court of
Arms was the figure /. on the
right side the letter D
AS it was evidently bidder
there, it almost necessarily fol.
lows it was stolen. The coin
is comparably fresh for it hard
ly shows any wear.
Monroe City Democrat. (Monroe City, Mo.) 1888-1919, 1907-08-01
II They Would FOredOSe.

An old gentleman came into
he Landmark office this week
and said, I'VE should ship our
colored people to the Philip.
pines and give them a free title
to the island and mortgage on
Japan, with distinct under
standing that the nigs close the
mortgage neutrality-suspicious.
City Landmark.
Monroe City Democrat. (Monroe City, Mo.) 1888-1919, 1907-08-01
Sis HOpkius's Sayings.
BY ROSE MELVILLE.

1t is perfectly natural for a
rubber-tired buggy 10 creep.
In Indiana a lddy-buzzer has
never been seen to saw much
wood.
The man whose wife is all
ways looking tor change never
has any in the bank.
A man who can't tie his neck
string is often a good hand at
binding a bargain.
Truth will rise; but when you
tell it, It will get one out of
40 peOpie.
Two good things 10 look out
for are the cars aud the man
who looks out for himself.
Ma says that loving a thin
ma IN is about as luxurious as
sitting on a barbed wire fence.
Monroe City Democrat. (Monroe City, Mo.) 1888-1919, 1907-08-01
Too Coed for Bill Nelson.

From the rotten and democrat
zed condition OF the Kansas
City police department, it looks
like Bob Gregory is needed to
turn the rascals out and purify
the atmosphere. But a man of
his character and fitness would
never get the o. K. of Deputy
Governor Bill Nelson of the
Monroe City Democrat. (Monroe City, Mo.) 1888-1919, 1907-08-01
Nail In Foot

Jim L. Lyon, Agent at the
Burlington depot, has been at it
again. This trip he threw a
box lid with nails in it on the
floor, and then that blamed lid
had to be pulled from his foot
by the operator, George Chip
man. 1t Is needless to say:
Jim's foot was sore Saturday
and several other days.
Monroe City Democrat. (Monroe City, Mo.) 1888-1919, 1907-08-01

DR.. A. W. Miles and family
Of Perry arrived Thursday to
visit Mrs. Miles parents, W. r.
Buckman and wife. The Doc
tor has gone to Chicago to take
a post graduate course and dur
ing his work there, his family
will remain here.
Monroe City Democrat. (Monroe City, Mo.) 1888-1919, 1907-08-01
THURSDAY, AUGUST 1, 1907
War "reminiscences.

THE SOLDIER.
While Iauding generals to the
skies,
And standing round their
scu p ured form,
Let's not forget 10 recognize
The rank and tiie who braved
the storm
Who barred their breasts where
bullets flew
VINO fell IN valley. glade and
gen;
Who died IN short-torn rags oil
b ne;
Who starved in loathsome
prison pen!
Let's rear a towering shaft of
stone,
To pierce the blue and arch
ing sky,
To some dead picket, name
unknown"
Who gave our land his part
ing sigh;
And IN the top we'll place his
form.
To catch the eternal, morn
ing light,
Aud stand through sunshine
and through storm
Eor freedom, union, God and
right!
John A. Joyce, in Washington
Star.