davidaulloa/AmericanStories huggingface dataset:
The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-12-18

siste1t ae well as logical. and finally
secured an appropriation. They Sc
cured the services Of high-class
advertising man, who wac skilled IN
hank advertising. In ten months
that bank increased It's savings de'
posts to $4,000, ooo, or in other words
accomplished under the force OF ad.
vertising in ten months land that
was during the panic or three years
years to do without advertising. To
day they have savings deposits e1'
ceeding $1o,o00.ooo.
Nothing Extravagant.
In this advertising campaign no
extravagant statements were made.
nothing appeared in the ADVERTISE
ments that the most conservative
bank man would have hesitated to
sign. The plan consisted of plain
arguments in the daily papers, set
The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-12-18

safe IT. inviting prospective ing@sacEs
to visi* and examine the citys rrssi'
hsiit1es.
The sss1s live citizenship carried
.cut 1cGs successful EasT. ch3cl
brought t. Tens acOla & large cen
course # people f7oEl r1ricIa poT.
tons Of TWO st9tes, and It's success
illustrated tie Power thar existed n
united erldeavor &c draw people Pm
sacolawsTd.
Now there is an effort beics: Ioa.o
to raise rsc SUE Of tel Thousand col-
I!la. SHY: OF money jud.cioc*:y -
isloit the advantages Ct the place, ana
advertise the same throughout tha
country. kri judging frcrc re liapoas
OF those se:acted &c raise the money
It viii be done,
Tua. some CT 1uoney j"ticiousit eN'
penGe5 i, advertising carefully
PLACED ir-tLe North All: Nc. r,:sest,
vii: bring retnrns IL his ga c: u
creased prosperitf ano Ip-p;-it;,''z@ -
te1lsac cola ~ no otlcT Iaet1,r. would
Saach investments have bee ;r,et: ~
:uanx cities during the rss. PES.
and the statistics ghcw that :.is,s-t
wonderful. result. nsrs Ht>er stchieted.
Pensacola hsE made ., valieE; ahoTt
to throw IF the shacH<Aes, cf ttlI!E.'F.
ence anu ,alauo- that has paraiy~ei
its natural advantages Cor 3 hiu.9rcd
years, and under the new life oow
we'll started bids fair 10 regain what
has been los. IL the pasi.
Heading g.. :hese efo:ts. IL tacs
very frequently tnausuratins them.
the press Of that city Stands wei! to
the front and must he given due
credit, II has giver Enstiilteaiy OF
it's space, and also the best efforts Of
its writer's ano management. with
out it there would have been &c up
lift, no bali million doila- hotel, and
but little If any increase in progress
or prosperity
The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-12-18

Az We walked along my friend 70
! marked to me. "dii you notice the
clock IN front Of tlss ;swelry store I
did not want to patrcnlse?" We
turned agS looked 1t It. Twas ten
minutes slow. He then remarked
that clock 10 rarely correct, and l
don't want to spend my money with Z
jeweler who does not keep his own
clock running correctly" The old
story Of the battle lost for the want
Of a horseshoe nail.
Cont Know How.
am sometimes approached by bust.
ness men who say they would like to
advertise, but do not know how. They
want to throw around Advertising q
sort Of mysticism. They seem to
think that to advertise convincingiy
they must indulge In "stunts," some
thing out Of the ordinary. What q
fallacy? Advertising, after all. 10 to
tell your story simply and directly, in
plain, unquestionable, everyday Ers.
lish, through a medium that goes to
the people you want to reach. Take
the public into your confidence, teach
them to feel about your merchandise
as you yourself; feel about It, and
when they 60 to your store be sure
| that your merchandise has every
quality claimed for It.
There are others who state that
they are interested in advertising. be-
| lieve IN IT.. but honestly think that
their business won't admit of It. I
can't Imagine any business Of a repu-
table nature that would not admit of
and profit by the right sort Of adyer.
Using.
Some time ago spoke in a western
city to an advertising club, and had
occasion to make much the same
statement as this. After dinner as I
was standing in the lobby Of the no.
tel. a rather pompous gentleman ap.
preached me and Immediately took
fssue on that particular statement.
He seemed to pity me in my ignor-
ance and as Q final word, threw out
his chest and said advertising IL all
right for some people, but In my
business advertising would not be the
proper thing" I replied to him. my
friend, II was in a business 80 dis
reputable that I could not afford to
advertise 1t. would get out Of the
business. With much indignation he
informed me that he was q banker.
assured him that meant no offence,
but that I knew Of no business that
responds more readily to advertising
than that Of banking.
Another Example
In Seattle there 10 3 certain bank
that was fifteen years getting ito
savings deposits up to @3.000,009
During that period Q certain young
man had worked up to q position o1
some authority. He went before the
board of directors and euGGeet4S Al.
vertising. They were duly shocked,
In fact some were even indignant.
Hadn't they been advertising all these
years. publishing at stated intervals
their financial conditions: hadn't they
gotten out booklets showing the front
Of the building and the burglar.
proof vaults: hadn't they issued sou,
venirs and calendars all In q strictly
dignined way?
The young man. however, was per
The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-12-18

"Oh, that's Just IN advertisement.
Pvt the survival Of the fittest inf1u'
ence has been bringing about Q radi.
Cd. change in this condition. It did
not take long to realize that mis-.
leading and untruthful advertising
would not bring returns-that the
dishonest advertiser could not achieve
. permanent success any more than
the dishonest merchant or manufac.
turer. There is a moral RESPONSE
bility In Advertising an untruth. II
10 just as much an untruth as II ex.
pressed in q personal statement.
skilled knowledge.
The advertiser who succeeds quick.
~ must pay a lot Of attention to copy.
Just throwing something together and
putting it into fourteen different kinds
Of type isn't advertising by a long
shot. Manufacturers charge of each
year q certain amount for deprecia,
ton. The factory machinery Of a few
years ago IL today probably worth
nothing more than Junk from the
standpoint Of selling worth. But your
advertising that was done last year
and the year before or five years
ago, II properly done, Is today bring.
Ing returns even greater In proportion
than 1t did at that time. 1t Is not
depreciating; on the contrary, its
value Is cumulative.
Advertising business being an in.
vestment is also the very best form
Of insurance. It insures today that
you will be In business tomorrow; the
day after and the days to come. 1t in
sures against unfair competition
What insurance, for instance, has the
manufacturer of a non-advertised ar
ticle, who has obtained a large trade
through the influence of a popular
| salesman. that the salesman will not
be induced to go to his competitor
and thus swing this business that
amounted to thousands into another
channel? Whereas the force Of pub
lefty, plain, sane, honest. believeable
advertising purchases insurance tina,
no salesman's popularity can take
away from the goods so advertised
Selling Force Needed.
But do not expect or require toe
much Of advertising. While it Shouts
be dominant. 1t must not be AFRO
CANT. and there should be at all times
strong selling force to back up the
advertising. A form Of advertising
that IL often overlooked Is courtesy
1t does not cost anything, but lack OF
1t will often make the very best ad
vertising ineffective. Doubtless 20,
can call to mind some otherwise good
advertising campaign, the influence o.
which was diminished by the lack Of
close attention to small and appar
entlv insignificant details.
| Lot me give you one very striking
illustration. A friend in Chicago and
I recently were selected as committee
Of two to purchase a jewelry gift fol
banquet. A large and widely adver
tised Jewelrv store 10 located across
the street from my friends once
Having frequently seen the advertise
vents Of this store suggested We 81
there. My friend said mo, we vii
30 down to 50 and SOS, they are more
re1'ab1e." This store was severa
blocks away and It was an uncom
Portable evening.
The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-12-18

q g. Dobbs, of AE1sota. sales man.
~ for the Coco-Colo Company. and
prosjdent Of the Associated Advertis-
Ing Mons Clubs Of America. recently
delivered q notable oddress In Winni-
PEI, when he was guest Of honor It
q business mems banquet. Mr.. Dobbs
opo&O IN Pensoco1a On advertising
when here last summer and his Win.
nipog oAjrpSO 70 therefore ct spe-
cial interest 70 Ponsacolans. Mr..
The Ersst,vs Force.
Il . ut Q DoW oubjoet that We are
d dloeaeo today. Advertising II 40
old g history itsoN. The exhumed
cities q pro.histoeic times give evi'
1ouoo q Tits foct. The aspiring war.
rior a thooo ancient times fain would
ten ~ story Of his tyiumphs In en-.
b1a1o00d lettorS On The cttys wall.
That We p9initivo outdoor advertis'
ing.
The sYisr IN The streets announcing
the vslorous deeds Of some mighty
eoaQuoror was but Q primeval form
Of The political advertising that 10
10 freely inAulgod in this modern day
BY those Who desire once and it,
pesqulsites. You win readily agree
with me-. hoWover, thst while our sub.
ject may - a ancient origin. We are
today vtswtng Il from IN altogether
new aaele.
oeemamt See Ages.
Tbs marvellous force which We
eeTD Dublicity. which even today ID
not completely Understood, has prac.
tical1y booo lying dormant for many
centuries. IN fact up to within the
past 1eca6o a. two advertising was
loohoA uDeo with more or less dts
dain. The profession Of Advertising.
for & has undoubtsdly reached the
high plane of professionalism. 10 OF
such tTo0eoAuus importance that men
In all walks az LIE. endowed with
brains and energy. are knocking at
10 door. but adv@tising BY itself
does not pay. ThWo must be back OF
al sdvertisinS the quality Of pro.
duct and the ability 70 administer ia
human wont 4 sales organization
and something TANGIBLE upon which
TO build. for oil Tie good advertising
In the word win not b permanently
adventsgeo0e unless properly backed
up b. smcjsnt service.
a. inerease cssa ~ Living.
The queseion 10 asked: Does id
u increases he cost Of living Just
IN such properties - II multiplies the
comforts a our daily life. A gen
grafton back Il WAS . rare thing to
find the comfort Of . bath room II
a private house Of moderate proper
lions. Through the medium Of skill
ful advertising and the evolution Of
comfort and convenience there hal
ban oPnnf0d n dAsir0 tHfouR on< t1,<
cel14Ty for . comfortable, Vell-eQuip
po1 hath room n every house.
z 0ut advertising hes had tn vicis
bitujss. Men Who would not stop
70 perpotrato . personal lie have moi
hesitate0 70 porpotyste unspoakabll
frauds IN the name Of publicity, x
that many lave been led % regard
advertising - . gross SxaGgeration
Who Of you that has not heard that
oft-repeated expressioo Of contempt:
The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-12-18
THE AWAKENING
OF PENSACOLA
Panama City Pilot.


Cities are not built IN a dog. nor
are movements tending to material
progress and prosperity spontaneous.
For the past two or three years GER
tain energetic and enthusiasm ctti-
zens Of Pensacola have done more
to advance the interests of that city.
than had been accomplished in all
the preceding years Of It's history.
Recognizing the one essential re-
uuiremeut In any city, the necessity
Of f1rst class hotel. the living citi
zeuship Of the place went to work
and secured a hostelry that any city
might be proud of. 1t has proved the
drafting card Of various Conventions
and Associations, all Of which have
made Pensacola better known. With
that for a base the citizens have felt
The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-12-18
Probably Seasick.

Yes she murmured. Il did love
him. He WIS not worthy, but felt
couldn't give him up, so my parents
took me across the ocean"
And them"
Then I gave up everything"
The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-12-18
THAT MARVEL GUS FORCE
CALLED ADVER Using
ee.o. and n "
o. I'm

Manager For the Coca Cola Company, ana Pm
Meme ciube o. America.
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28

J. Akina, Niihau; q. Hansen. Ke.
kaha; J X. Kapunial. Waimea; u. ID.
Baldwin. Makaweli; K. w. Kinney
wahiawa: g. 7. Wilcox, Koloa; w. II.
Rice, Lihuc, II. p. Spalding, Kealia
J. l.. Huddy kllauea; VIM. Werner
Hanalei.
w II. Rice was appointed Chair.
man. VIM. Werner, Secretary; aud G.
p. Wilcox, Treasurer, Judge Werner
being the member from Kauai on the
Territorial Central Committee.
Hon. &. A. Rice was appoinacd by
the Executive Committee as Campaign
Manager for the coming campaign
A vote OF thanks was then tender
ed Hon. w. II. Rice for the fine luau
given in his spacious grounds, and the
meeting adjourned Mt 1880 p. m.
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28
ROOSEVELT EXPLAINS
NEW NATl0NAllSM''

OYSTER Bay, n. Y. Sept. l5.-
Theodore Roosevelt said today that
he is not talking revolution In de-
claring his new political creed.
Neither is he making an appeal to
mob rule. In a stanch defense OF his
doctrine OF new nationalism," he
declared that he was merely urging
the application OF old moralltles ia
modern conditions. At the same
time. he replied with spirit to those
who have been opposing him and hot
y denounced newspapers which. he
said, attacked honest public men,
Colonel Rooseyelt's address was dc
livered at the Suffolk County Fair.
at Riverhead. l.. l. lie rode about
100 miles in an automobile to and
from Riverhead, and spoke to a great
crowd on the fair grounds.
The Colonel's exposition OF new
nationalism" came at the close OF a
speech In which he also denounced
dishonest corporations. dishonest
men OF wealth and political bosses.
lie made no reference to the New
York state political situation.
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28
MERCHANTS Will
DISCUSS THE
Navy

That Honolulu should take an ac-
tive part In the San Diego conven-
ton, at which an equal division OF
the United States navy for the At
lantic and Pacific is to be urged, Is
the declaration OF Secretary Emil
Berndt OF the Merchants Assoeia-
ton. Accordingly, this will be one
OF the first things to come before the
association next week.
President Waldron is away from
Honolulu for some time and vice
President Walter Dillingham; Is tn
arrive by the Wilhelmlna, so the as.
sociatiop is TO meet as soon as pos
sible after Dillingham's arrival. San
Diego has already sent letters to the
Honolulu Chamber OF Commerce and
the Merchants Association. asking
their participation In the conclave,
and Secretary Berndt Is DESTROYS OF
early action,
Il regard this as one of the most
important things that will ever hap
pen for Hawaii" said Mr.. Berndt,
"and II Is certainly the opportunity
we have wished for long time to
put before the country the need for
additional naval forces In the Pa
cifc. Hawaii is vitality interested
even more so than any one point on
the malnland-and should by all
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28
BEET GROWING
IS UNCERTAIN
Expert on Lanai Trying to
Find Way to Force
Maturity.

The most extensive experiments
ever undertaken in the Islands deal
ing with the growth of sugar beets
has been started on Lanai by the
company which is developing that lit
tie islands resources. Under the di-
rection OF an expert in sugar beet
raising from California, experiments
will be carried on for the next ten
months, and a strong effort made to
adapt the beet to Hawaiian condi-
tions.
H. A. Paulson, who arrived here a
few weeks ago from Soledad, Cal,
has already started his miniature ex-
perimental stations on lanai Il. j..
Lord, who Is interested in Lanai de-
velopment, says that Paulson's chief
problem is to mature the beet In or
der to secure the saccharine content.
In California and other places where
the sugar beet is grown, the change
OF seasons. bringing frosts and cold
weather, natures the beet, but, lack
Ing frost, Hawaii has to turn to
something else. Mr.. Paulson believes
that dry weather will mature the
beet under certain conditions, and
he has started his experiments with
view to getting the beets matured
In the dry season.
Lanai's water supply Is coming In
for good deal of attention from the
developing company. An effort is to
he made to tap underground streams
that now are sending their waters to
the ocean. However, little Is expect
ed from irrigation. The rainfall on
the island is heavy and It is to this
source that the management looks for
agricultural supply.
A steady increase will be made In
the sheep. cattle and horses now
herded on the island, and the i'm
prOvement In the breeding of horses
will be brought about by the addition
OF fine .blooded brood mares from the
mainland.
The company is busy working out
Its homesteadlng proposition, which
includes the offer of thirty acres Of
land to families wishing to settle
permanently.
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28
IN FOREIGN porto
Wednesday, Sept. 20.

SAN FRANCISCO Sailed Sept. 2s;
s S. Virginia. for Seattle.
SAN FRANCIsCo-sailed Sept. 2S
Bk II. p. RIthet, for Honolulu.
SAN FRANCISCO-Arrlved Sept. 49,
Bk. Jean Baptiste, hence Aug. "a.
SAN FRANCISCo-Sailed Sept. 2S'
s. S. Wilhelmina, for Honolulu.
SEATTLE-Arrived Sept. IS: s. S
Hyades, from. San Francisco.
YoKOHAMA-Sailed Sept. 2S: S. S
Mongolia, for Honolulu.
Memo.
s. S. Tenyo Maru reported ashore yes
terday, has been fioated, undamas
ed.
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28
ALLEGED Spy
IS A WITNESS
CONTINUED from Page -
Id die from the. wound.

There are other cases under inves
tigation, one being that Of Japan
csc woman who was hit on the head
with stonemason's hammer In the
hands of man Of her own race. The
plea of the man was that he wanted
to discipline her.
II is expected that the jury will
report to Judge Cooper at 4 O'Clock
this afternoon or soon after. and the
arraignments on the indictments. II
any are found, will be tomorrow
morning at the opening of court.
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28
MONKEY" IS
USED BY LINK
McCandIess Makes Political
Capital Out Of Morning
Papers Cartoon.

Reports from the tour OF Boss Me-
Gamblers are that he is taking the
morning papers cartoon, in which
he Is represented as a monkey. and
making political capital with the Ha-
waiians in the country districts of
Hawaii.
McCandless points out to his audi
ences that Thurston Is going after
him In the same manner that he did
their great leader. Wilcox. McCand-
legs points with pride to the fact
that he gave Wilcox three hundred
dollars TO help him along in Wash
lngton. lie says that he Is repre-
scented as monkey, but he expresses
the hope that the people will 'en-
able the monkey to scratch out his
enemies on election day. 'Pololei,"
shout his followers
The Democratic candidate Is APP
pealing to the Hawaiian Americans
through Kau and Kona along the
same lines as he did In the speech
at Hilo. lie says tho Delegate has
no influence because he did not Sc
cure s250.000 for the Queen He
says that the Delegate represents the
sugar barons' of the Islands and that
Frear and Kuhio are playing into the
hands of the rich men having no In
terest in the poor man.
Senator Baker OF Kona, who was
n
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28
TERRITORY PAYING
BIG INTEREST ON DEBT

The interest on the Territorial pub
lie debt is Just $4,000 "a day, accord
ing To calculations made by Terrific
rial Treasurer Lloyd Conklng Al
the present time the public debt
amounts to si,o790o0,
The figures show that the Territory
has about all II can handle AS far as
It's financial condition Is concerned.
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28
CONTINUED from PAGE ID

tee was then read, in English and
Hawaiian. but before any action was
taken on II the Convention adjourn.
ed for lunch. A sumptuous luau was
enjoyed under the great banyan tree
In the yard OF Hon. w. II. Rice, whose
hospitablc home was opened for the
comfort of the delegates.
At 1880 y. m. the Convention open.
ed again In the Hail. and considcra-
ton of the Platform Committees re.
port was taken up again. :.
Mr.. Brodie moved to adopt the re.
port. seconded by X. w. Kinney.
Mr.. AkIna moved that the provision
In the Platform relating to medical
inspection of the schools be dropped
out. Mr. Brodie speaks In favor Of
the section. After the motion was
seconded. by Mr.. Crowcll. a vote was
taken. and the motion lost by vote
OF 10 to II.
The Platform was then unanimous.
ly adopted. as read.
Nominations then being In order
the position OF Senator was the first
TO be considered. The name OF Hon
Il. A. Knudscn. at present one Of the
two senators from Kauai, proved to
be the only ono brought before the
convention. and ballot was cast for
Mr.. Knudsen by the Secretary.
A motion was here made by Dele.
gate Brodie. before continuing with
Ia az,
be assessed $3.50. to pay the expenses
OF the Convention. Seconded and
passed.
A motion was made and passed
that each of the candidates pledge
himself to support the Platform, Sen
ator Knudsen was the first to give
this pledge.
Nominations for Representatives
we're then declared In order, and the
following names proposed and sec
onded:
NJ. II. Jardin nominated by X. w
Kinney.
GA. Rice nominated by w. J. Shell
don.
w. ]. Sheldon nominated by S. W
Wilcox
J. X. Kula nominated by w. ID. Nc
McBryde.
George II. Huddy nominated by J
p. Alohlkea.
J, II. Coney nominated by w. II
Rice.
The name of NJ. II. Jardln was
withdrawn by Mr.. Kinney. Nomina
lions then closed.
Hon. w. J. Sheldon rises to deny
that he had made certain remarks
that were attributed TO him. of a ma
ture derogatory to the voters of Kau
al, and remarked that his enemies
were responsible for the>false accusa
ton. He pledges himself to support
the Platform.
Honorables c. A. Rice, q. II. Huddy
and j. II. Coney, all present incum
benls OF the same Office. pledge them
selves to support the Platform and
party. Mr.. James X. Kula does the
same
Balloting for representatives is then
/ "'"' he ioho"lns DeinS
'"o "a'' i.Su''s
y. a. fice, oil; j. II. Coney, 81;
" - nuuuS, 90 W. D. sheldon, IL;
% ~ huIa' 3D.
On motion of Mr. Kula, after the
son'i',e''oi' Oh tne paiiotihg, the choice
'or '"e iour elected candidates was
''auc unanimous
No"i,i"'ohs ior 'he Iouhty ohces
- 'non p.oeeeueu WIN the sher
,H nop n.'ns 'ne hrst 10 receive atten
uo" mere was no competition ioI
"ns VI 'he oh,ces' tnere Deins only
p"e "on'"ee'- 'or oach'-'he present
'n'u"i l,, III cacn case except that
N,'or ,ne no'uer Oh mat once
| "'i"s W. f. H. baher, VINO Is fetlflns
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28
REAL ESTATE TRANSACTIONS.
Entered for Record. Sept. 27th. 1910,
from 1850 a. m. to 4 p. m.

from 1880 a. m. to 4 p. m,
Ged A. Brown and WI TO Hnery Wat
terhouse TT Co Ltd Tr ..r,..,M
Olive l.. Hornberger to Ole Amund.
re net al ,............., Rel Dover
Albt A d'Araujo TT to W s Mob
lit ct nj ...,,,.....s.. 49,. Rel
] II Hornberger TT and VT to An
tone NJ Joseph ct al ...........D
Samuel Parker by Atty and Tr 10
August w Meyer .,...,,.......D
a W Meyers and WI TO Bank of lila
wall Ltd ..,,'s,... ,...,..,,..,
Entered for Record, Sept. oath, 1910.
from 0 a. m, 10 1880 a. m.
First Bank OF Hiio Ltd 70 Asaklchi
William c kaululaau to Martha Ka.
lhol ''''ss.'. 's..,..-'.' ....,.,'.L
George Fricdenburg Sr aud VT 10
William II Crawford .......PA
Adelaide Marques to John + sqnaa
.'..'.s., ......... ....,...,., .kel
$ Pahukula Kahoiwai and vt IN
Henry c iiapai .,,....,...,...,D
-
Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1910-09-28

The Don't Worry clubs arr pora-
y ,srd of ~ ons who have nothing L
worry ticul