davidaulloa/AmericanStories huggingface dataset:
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07
WHY NEWSPAPER
ADVERTISING PAYS
BY C. o. Smith.

The newspaper is an effective me-
dunn because the people want the
newspapers. III one wants something
and is willing to pay to get 1t, he is
going to take greater interest in 1t.
having obtained 1t. and it will have a
greater influence upon him than II he
merely runs into 1t or IT is forced
upon him
There has never been time when
the people were keener to know what
is the news of the world They want
10 know what their country and prov.
ince and city are doing, and more
than all else, they are curious about
what is happening 10 their neighbor
Man Is creature OF locality. and he
Is anxious to be informed upon all
the happenings in the district that
comes within his vision. IL that is
true OF man, 1t is true TO a much
greater extent OF woman.
A woman's world is smaller than
mans. She does not have the oppor-
tunities to go about the city meeting
other people and OF being told of what
Is doing. so that the newspaper. with
It's news OF the city and OF her fellow
woman, and more than all else with
the news OF the stores is intensely in
teresting TO her.
1t is this curiosity, this living in.
terest in what is going on all about us,
that produces circulation in the first
place. and circulation is the real basis
of the newspapers value TO an adver.
tiser
The newspaper reaches the people
In the right place. at the right time,
and when they are In a proper recep.
tive mood. The right place is the
home; the right time is the evening.
That is what makes the evening paper
greater result bringer than q morn
ing paper. The evening paper is the
logical producer OF good returns.
The morning paper is read by the
man OF the house before he goes down
to business. or on his way down in
the street car, and is then often
thrown aside. His wife, left at home.
has her household duties to attend
TO, and has no time TO more than
slightly skim through the paper. But
In the evening both man and wife are
free from these cares, and take pleas.
ure In sitting down and going care
fully through their home paper. 1t Is
at this time that the mind is most
susceptible TO the suggestions that
are made in the advertising columns
OF the paper.
Advertising is not unique or mys.
terious thing which only a favored
rev can control or benefit by. II is a
common sense adjunct OF present day
business, made powerful by the great.
er spread of newspapers. and by put
ting into II the same thought and
careful attention that other depart
ments of business require and get as
a matter OF course.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

The senate. with all its changes 70.
mains dignified deliberative bodv &,
which every member stands upon a
precisely equal plane There - no rec.
ognized leadership except such as NAV
be won by length of service. Familiarity
with affairs and those personal oualj.
ties that win influence among serious
men. Senator Penrose, though he has
not the suavity OF manner that ac.
counted for SO much of Senator Aid.
rich's remarkable success, has grown
very steadily into place of promi.
hence and distinction in the senate.
and the new opportunities that omen
before him in the present readiust.
ment not personally only but as a
representative Of this great common.
wealth must be Of the highest inter
est TO the party.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07
The world owes you q Iivino.
and the best way TO get il Is to
advertise.
or Course.


VIII YOU allow me TO ask Won a
question Interrupted a man in the
audience
Certainly sir" said the lecturer
You have given Us lot of figures
about immigration. increase OF wealth
the growth OF trusts. and all that
said the man. Let's see what Won
know about figures yourself How do
you find the greatest common di.
visor?"
Slowly and deliberately the orator
took a glass OF water.
Then he pointed his finger straight
at the questioner. Lightning flashed
from his eyes and he replied. in a
voice that made the gas jets culver.
Advertise for II. you ignoramus,"
The audience cheered and yelled
and stamped. and the wretched man
who had asked the question cravIed
out Of the hall a total wreck
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07
congress should settle the question
oi reciprocity for which II was called
before tackling the tariff.
Need of Army on the Fronti.,

me sending of the division mob.
lilZed at San Antonio TO point within
easy reach of the Mexican frontier
was abundantly justified bv the stir
ring events which have taken nlaca
a' douglas. Ariz. Without American
troops to reckon with, the Mexican
FACTIONS which fought for hours on the
boundary between their country and
the united States might have killed
ana wounded many more Americans
IMAM they shot as IT was. II there
were no United States soldiers along
the frontier numerous outrages would
De perpetrated upon Americans living
near the border.
AS IL is, no one can be certain that
the civil war in Mexico will not &c
sumo such form that strong forces Of
American troops will be necessary IN
protect the lives of Americans ex.
posed. through no fault of their ov.n
10 attack by one side or the other,
Inc little army i'm Texas does no harm
10 either faction in Mexico as long es
ooIh respect American rights and it
may not have TO move nearar ~
boundary. but It is where II can meet
emergencies which may develon on
quickly that n there were M e,,cb
iorce In readiness for prompt action
much harm might result
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07
ELECTRICITY CURES WHEN
DRUGSF FAIL AND OPER-
ATOMS KILL. /

The advance OF medical science II al
ways toward the more direct application
| ful after results.
The latest. and by far the most import
ant discoveries in modern medical treat
| .nent are in the field of electricity
| Electrical treatment has now developed
TO the point where IL can be directly APP
piled 10 the payts or organs affected. thus
receiving immediate relief and much
| quicker cure. where under treatment by
| drugs alone the patient had TO wait days
or weeks before the first effects were
| apparent
| Treatment by electricity has now taken
the place OF dangerous and painful opera
| tions. The electric current reaches every
point and recess Of the body with its
danger OF death which accompanies the
| surgical operation.
no matter what it's cause. no matter OF
/ now long standing, you may have I'M
n1edlate rehef and. In nearly all cases;
after enects OF drugs. or the great dan
ger OF operations.
| Electrical treatment is especially bene-
ncial In cases peculiar to women and chil-
dren and all nervous. Intestinal lung.
| liver heart abdominal and blood diseases
In Cincinnati this is the most thorough
Iy equipped institution for electrical treat
Inent AZ its head is one OF the most
! Dr. G. +. Hermann has made a hfe study
I or electrical treatment. He has taken
medical universities and hospitals In his
institution he is now prepared to relieve
afflicted.
Electricity is the most modern and
scientific treatment for all diseases. DR.
Hermann Is an experienced ard expert
electrical practitioner. and has fully
| equipped Institution.
II you suffer. If drugs fail to cure. and
| operations have failed or are TOO danger
Gus or painful. investigate the modern
curative power. electricity. Valuable a.
Iustrated book mailed free. Address the
| ELECTRO-MEDICAL INSTITUTE 2sIi
| VINE ST, CINCINNATI. o.
Take Vine and Clifton, Mill Creek or Mt.
| Vine ST
Remember. consultation and examins-
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07
FEED YOUNG GIRLS
Must Have Right Food While GROWING.

Great care should be taken at the
critical period when the young girl IL
Just merging into womanhood that the
diet shall contain that which is up
building and nothing harmful.
AT that age the structure is being
formed and IL formed of a healthy.
sturdy character, health and happiness
will follow; on the other hand UNI
healthy cells may be built in and a
sick condition slowly supervene which,
II not checked. may ripen into a
chronic condition and cause lifelong
suffering
young lady says:
Coffee began to have such an effect
on my stomach a few years ago that
finally quit using It. It brought on
headaches. pains in my muscles. and
nervousness
] tried to use tea in its stead. but
found its effects even worse than those
suffered from coffee. Then for n long
time / drank milk at my meals, but at
last IL Dalled on me. A friend came to
the rescue with LAe suggestion that I
try Postum.
Il did so, only to md at first. that
didn't fancy It. But had heard of so
many persons who had been benefited
by its use that I persevered, and when
had 1t made Notwithstanding to d.
rections on the PACKAGE found it
grateful in favour and soothing and
strengthening TO my stomach. I can
find no words to express my feeling
Of what / owe TO Postum
I'm every respect It has worked a
wonderful Improvement the head.
aches, nervousness. the pains in my
side and back, all tho distressing
symptoms yielded to the magic power
of Postum. My brain seems also to
share in the Deterrent Of my phys.
zeal condition; IL seems keeper. more
alert and brighter. am, in short, in
better health now than for a long
while before. and I am sure / owe il
to the use OF your Postum" Name
given by Postum Company, Battle
Creek, Mich.
There's a reason"
Ever read the shove letter. A pev,
one appears from time TO time. TheV
ere genuine, true. and full Of human
interest.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07
Business Basis for ADVERTISING.

Is advertising done on personal
favor basis? DO advertisers give con.
tracts to the solicitors whom they
happen 10 like?
is there not business basis for adj.
vertising? And n so. what is that
basis? Certainly it can be no other
than paid subscriptions
Is rate cutting the proper basis .
Do you believe in cutting rateso DO
you do it in your own business II
a Journal cuts rates for you what
guarantee have you that Il does NOT
cut rates still more for the nezt
man. When an advertiser knowe
that he is being treated just like his
advertising brethren treated in the
same journal. he has confidence and
fels Contentcd
Paid subscription list is the only
basis for the advertising value Of a
publication Circulation" Is various.
ly defined but paid subscription Iist
can mean only one thing Medical
World
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07
Find Advertlsinn PAVE

The congregational church Of Ma
son city, Ia. has been using the news
papers Of the city for the past two
months. with gratifying results.
A close record OF the money 70
ceived in offerings has been kept. and
at the close Of last month. after all
expenses had been paid. there was a
balance on the credit side OF the
ledger. Those in charge Of the adyer.
Using, plan to make IL still more a.
fective and profitable.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07
A STRANGE Situation.

"Humor is funny thing" said
Binks
1T ought TO be-" said the Philoso-
pher.
oh. I don't mean that way" said
Binks. II mean that It is a strange
thing. Now. l can't speak French.
but | can always understand a French
joke, and l can speak English, but I'm
blest If can see an English joke"
Most people are" said the Philo-
sopher
Are WHAT" said Binks.
"Blest If they can see an English
joke, said the Philosopher ut is q
sign of an unusually keen vision. -
Harpers Weekly.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07
AGO. MLlIIens 20 Advsrtislnn

At the recent annual meeting of the
stockholders Of a. r. Pears. manufac
turer OF Pear. soap. il was announced
that the company since it was founded
had spent $l5,00OOOO for ADVERTISING
This expenditure. according TO the
chairman, has made the name of Pears
a household word and increased the
business a hundredfold The business
was started with a capital Of $4,000.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

As a matter Of fact. little could he
done in this session OF congress that
would In any sense interfere with 1en.
eral and legitimate business. The ex.
ira session is most liable TO show that
nothing could happen which would nm.
dermine the principle of protection or
create conditions injurious to the
trade and industry Of the American
people.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

II is estimated that Americans will
pay S5,OOO,OO0 for seats from which to
view the coronation pageant England
certainly is getting a rich revenge for
1875
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Sixty-seven vessels arrive in Chi.
Cago daily during the navigation sea.
son This does not include the gaso
line launch that comes in at the end
OF towine after having gone dead
four miles out.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

The sensible masculine view would
be that there is 10 objection to WON
Pm putting on the divided skirt so long
as they do not try to make the men
wear the discarded petticoat.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

At dance given in New York tho
nos: wore live snake wound around
him Opinion as TO the inadvisability
Of this sort of decoration was prob.
ably freely given by the guests OF
sober thought
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Now arises historian 20 say that
Columbus was an impostor II has al
ready been denied that Queen Isabella
pawned her Jewels and II may be that
In future generations George Washing
Ton will be proclaimed a myth.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

The author of book entitled How
to Be Happy recently tried to poison
himself because he thinks his life has
been failure. Evidently his book
Was one also.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

An American girl is said to have
paid $4,000 for a handkerchief in
Paris the other day. She must be
getting ready for the hay fever sea.
son.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Bugs are asserted 10 have damaged
the peach crop 20 the extent OF IS 600
900. II bugs and frosts did not keen
the peach crop down the produce com.
binaions would be dumping the fruit
into the river next summer
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Velvet trouser cuffs will be the rage
this summer. according 10 Il report
from New York. II the style ever is
adopted IL will behoove mere man Ia
maintain deep silence on the sub
Ject OF the harem skirt.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

A French aviator few POS miles II
1872 minutes When one can fv al
more than so miles an hour. and carr,
70 persons safely, the possibilities o,
human fight in heavier-than-air ms
nhines become simply unlimDed
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Physical culture is "A great thing.
Princeton is planning stadium where
10000 persons can sit and watch ath.
tetic contests.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

The latest fad taken mp by Washing
ton society girls is learning how 10
cook And how with eager and ad
miring commendation will that fad be
met b. the selfconsUtuted critics Of
much-abused femininry'
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

The raglan overcoat is coming back
into style. We have not. after a dill
gent inquiry. been able TO find out
why.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

The "pasha" skirt is the latest. You
ran make one by sewing two -four
sacks together down to a little below
the middle and punching holes
through the bottoms. Try IT. We
haven't time
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Victor Herbert says that Chicago is
the musical center or the country
Probably because nearly every man
there blows his own horn.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

A goat in Kentucky is charged with
eating important state documents
Probably looking for inside informa.
ton.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

With two explorers at the south
pole, the objective points for future
expeditions may actually lead to
pleasant spots
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Tan shoes are going out OF fashion
again. The trouble is they decline t.
retain their original color
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

II is said that 100000 Americans
will spend $25 100000 in seeing that
King George gets his crown on
straight
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

That Camorra trial. from tho de-
scription must somewhat resemble
nm agitated zoo.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Fifteen hundred dollars for n win
now on the route of the coronation
parade In London How much for a
knot hole?
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

A Chicago real estate man says that
fiat is no place for babies anyway.
Or Photographs or piano players.
either
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Beans are now rivals in Boston OF
sleeping porches in the prevention of
tuberculosis.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

According to an eastern Judge a
street piano is q vehicle. or music!
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

AS an earnest Of the Democracy
soiicitude for the welfare Of the farm.
er there is the movement for the
placing OF gingersnaps or the free
list
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

The Oriental nations do not seem to
feel complimented by the adoption
elsewhere OF the harem skirt.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

Wrestling is the latest fad OF Boston
girls. II is good for the figure and
the complexion.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

The trouble with the hareIn ekirt II
viii bag at the knees.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

We couldn't imagine a safer place
TO hide pocket than in barem
skirt
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-07

formulating any progress in your
suit for Miss Millyun's hand?
Dick-Oh, yes.
Tom-Why, 1 heard her father kick
ed you out every time you called.
Dick-Yes: but he doesn't kick me
as hard as he used to.
Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1911-12-29
Smiths Fifty Resolutions.

Miss Mary Scott Lawson, OF the Ma
tional Woman Suffrage Association,
denied. at luncheon in New York,
that the suffrage in the west was tend
ing to destroy the home.
No, no." said she. Look at the suf-
frage states, how close together they
lie. Do you think the men Of Colorado
would have given their women the vote
if the votes effect in Wyoming had
been ruinous?
Wrong will out. you know. Wyom-
ing, if she had trouble, couldn't conceal
it. If we do wrong we are sure des-
pite our efforts, to be discovered and
punished. 1t is like the case of Smith,
Smith, one New Years day, spent
the time from luncheon to dinner in
thinking up and entering in his new
diary a set Of resolutions. He made
something like fifty resolutions. What
a rosy year lay before him if he only
observed them all-and he knew he
would!
But Brown called after dinner to
take Smith to the club, and from the
club poor, weak, unstable Smith didn't
return till-think Of it'll in the
morning!
faded and stale. he took o: his
boots on the icy marble doorstep, he
let himself in softly. and he stole in
silence upstairs to bed.
His wife slept. He began to UNI
dress. But in unbuttoning his collar
he made a cracking noise, and she
stirred, and looking at him in the dim
light. she said:
why, what are you doing, George p
"He remembered the pride she had
shown in the fifty resolutions: he had
MT the heart to reveal the truth to her;
so he said:
".Im getting up
"'But what are YOU getting up so
early for?'
Tired as he was he assumed tone
of CHEEKY energy.
Don't you remember my resolu-
tions?' he cried. 'One of them is to get
up early and earn IS before breakfast
"And he buttoned his collar again.
drew on his coat and waistcoat and
boots, and went forth with reluctant
steps into the gray light Of the cold
and dreary morning.
g But his wife, nestled in her warm
bed, laughed a little cruelty before she
went off to sleep again"
Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1911-12-29
An Eor.ion.r. Iu.t Eolk.2

There is in the January American
Magazine a stirring article on World
Scouts" It is report of a movement
spreading over Europe to engage the
small boys of all nations in an organi-
cation which has for it's foundation the
idea that war is an attack on members
Of your own family-the human family.
Following is an abstract from the arti-
Gle on the subject Of foreigners:
But did you ever ask yourself the
simple question, What is foreigner?'
when it came my turn to do little
travelling, thought I would find out for
myself. English-speaking people kept
talking to me about the picturesque
foreigner, interesting foreigners,
'beastly' foreigners. So was greatly
keyed up to see for myself what for
eigners were like, and was told that
Naples was just the place to see them.
almost the first thing noticed in
Naples was dog. He came up to nay
table at sidewalk cafe, sat dow n.
cooked his ear and declared himself. I
spoke to him in English and he moved
his tail family. Then I tried him in
Italian and we became fast friends ct
once. He seemed to me just like an
American dog. and for his part did not
appear to trouble himself about my
foreign extraction
"Then l went out to the park where
the Aquarium is. and found horde OF
children playing. They seemed as ma
tural and homelike as though l had
met them in. Central Park.
ITO make a long story short, have
had this identical experience with
adults, children, rogs. cats, horses.
and chickens all over Italy, France
and England am still unable to an
swer the question, What Is = for
eigner?'
Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1911-12-29

properly sweeping promises 70 please
one set Of men at the same time scan.
dalously to break these promises to
please another set OF men.
Drawn in Vague Terms.
These treaties are drawn in such
sweeping and vague general terms. es-
pecially in the use OF the word JUS
ticiable.' that they might, in any con-
crete case, be held to mean anything or
nothing. and to encourage just the kind
OF double dealing and bad faith which
is now being shown. One thing 10 cer-
tain: II the question of the interpre-
tation Of treaty Is not .justiciahle.'
then there never can any question
arise which is justiciable. If the ac-
ton taken In abrogating the Russian
treaty Is not utter and complete vio-
lation of the whole spirit and purpose
of the proposed arbitration treaties,
then the latter are not worth the pa
per on which they are written. I be-
lieve that we are right in abrogating
the Russian treaty, just because I also
believe that the general arbitration
treaties are not worth the paper on
which they are written.
"The point which insist is that this
nation should behave without hypoc-
risy and with straightforward sincerity
In its international relations; that 1t
should not lie, nor make promises
which it would not keep. I do not
question the honesty and sincerity Of
the many good people who. without
sufficient thought, and In response 20
vague general sentiment in favor
of both peace and Justice which fails
to realize that sometimes peace can be
obtained only at the expense of justice,
have advocated both the universal ar
bitration treaties and the abrogation
of the Russian treaty. But when the
nation, thru its government, acts, it
can not plead the excuse Of lack Of
thought. If as people our action is
insincere and lacking in straightfor
wardness. then, when this action has
been officially taken, we can not es-
cape the charge Of hypocrisy when
later we fail to live up to our primises.
1T is arrant hypocrisy for this ma
ton to support the unamended arbi
tration treaties at the same time that
we abrogate the Russian treaty. and
to do so is to put this nation in
thoroughly false and discreditable at
titude. Hypocrisy is as revolving In a
nation as in man: and, in the long
run, I do not believe that it pays
either man or nation"