davidaulloa/AmericanStories huggingface dataset:
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
LOCAL MEDIUM is THE BEST
No Substitute for Home Newspaper
for Good Advertising, Declares
Big Trade journal.

There Is no substitute for newspa-
per advertising when the object is
the expansion of retail business. &C.
cording to the American Lumberman,
trade publication issued at Chicago.
The editor OF the Lumberman de
clares that the local newspaper is the
only medium that will render inef-
fective the seductive lure of the mai,
order copy with which the average
farm paper is crammed
When the dealer Is looking for
business he wants a real medium that
Will carry real message" says the
Lumberman. That medium is his
local newspaper. BY test there is no
substitute for newspaper advertising
when the object is the expansion of
retail business. The local paper is
the one medium that, properly used,
Will offset the influence of the cata-
logue and that will render ineffective
the seductive lure of the mail order
copy
Newspaper advertising is one of
the first real steps I'm successful mer-
chandising. But 1t must be OF con-
slstent character. planned and execut-
ed with such deliberation that its OBJ
1ect will be clear. The advertiser who
does not know the purpose of his own
campaign can not expect others to
understand it Dealers who will take
the time to study advertising methods,
particularly those employed by their
successful mail order competitors will
find there the best avoidable text
book. The very success of these
methods evidences their worth.
The newspaper manager is an in
valuable source of advice and help to
the advertiser. His business depends
upon the pulling power of his papers
advertising columns. He is keenly in
terested in helping his patrons. He
invariably is willing to criticise and
advise the novice and generally knows
his business
Finally. the efficacy of retail ad-
vertising depends in a large measure
on keeping everlastingly at it, The
inconstant advertiser may get results.
The steady advertiser will"
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
IDEAS IN SEPARATE SKIRTS
garment Practically Indispensable and
Wide Choice Of Materials
May Be Made.

III you would profit by the example
or French tailors, you will order sen-
arate skirts OF one of the following
materials:
First, a double-faced cloth that has
leaped into important place is being
used. 1t practically trims itself and
VIII be very popular for this econom.
ical reason.
Then there are cheviots and serpos
Tor lightweight models. and all colors
are In vogue. the neutral shades and
dark blue leading.
Heavy fancy suitings are very Donu.
lar. The English tweeds and mIrod
suitings are having a tremendous
faVoritism shown them by the lead.
ing houses.
Tailored skirts are not so straieb,
In outline. many showing sIashed 81
fects at the side, and all arc mada
walking length.
Some have n slightly .aIsed vs,.,
oand' SO that no belt is needed. while
others show a normal line. with =
stitched band attached to the sL,r,
On others a back panel is attaches
with modified front edge that az
tends towards the front. thus forr0tn.
a belt or girdle. s
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
Summoned az Witnesses.

Whenever Rev. Scion Jefferson
called on Aunt Candace 1t was her
custom to set a plate of gingerbread
before him and then ply him with
what she called "ligious 'spoundin's."
Wha' TO does de Lawd send cpl
denies into de land?" she asked him
one day.
When folks get SO bad dey must BE-
removed, some Of en-, Sist' Candace,
den de Lawd permits de coming OBJ an
Epidemic" said Mr.. Jefferson. and
took a large bite of gingerbread.
Uh-h!" said Aunt Candace. Ell
OATS so, how come de good people
gets removed along wild de bad ones"
DE good ones are summonsed TO
witnesses" said Rev. Scion, fortified
In spirit and clarified in mind by the
gingerbread. although slightly embar-
raised in his utterance. DE Lawd
GIBBS every man q fair trial. "-Youth's
Companion
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
New Method Best.

The unusual success OF the state fair
remarks the Oskaloosa Qa) Herald,
for the past three or four years has
demonstrated the superiority OF news
paper advertising over the old meth
DDS OF expensive Autographs and use
less hand bills. For years the manage
ment sent out Of the state for the bulk
OF Its printing. and the newspapers
naturally kicked on the proposition.
But the management went on for
years doing the same thing, and count.
Ing on the newspapers to boost the
FAIR as a matter OF state pride. The
limit was finally reached and the agri-
cultural department awoke to the fact
that they were carrying out a mis-
guided policy. Finally, about five years
ago, the management wheeled about
and decided to spend about half of
their appropriation for advertising
with the leading papers OF the state.
and omit some Of the expensive calen-
dars and Autographs. The success OF
the change was amazing. and since
that time more money each year has
been spent with the newspapers, bring
Ing a corresponding increase in bust.
ness at the fairs.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
Advertising "our Town.

Do you take a pride in your town?
In speaking OF It and working for IT,
do you say Our town."
When you say our town." the ex.
preston has different meaning from
what 1t does when you say the town, .
this town" or your town"
Practice saying our town" until you
can give It musical and attractive
sound that Is confidence inspiring and
means the true loyalty OF citizen.
There is a big difference placed on
the meaning OF words by the tone in
which they are expressed. Some people
can say come in" In tone that means
say out more than II does come in.
In speaking OF your town. make
every word mean confidence. loyalty.
prosperity. welcome, and you will have
town that exhibits all these The
Retail Merchant
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
WOMAN CURED BOY OF
ECZEMA
Eczema Caused Assesses Now En-
tireIy Cured by Resinoi.

W2o can tell the terrible suffering OF
this poor boy until his mother finally
discovered Resinol? Taken from
school because Of bis sad plight, he
was In misery greater. probably. than
words can describe. Read what his
mother says:
My boy had Eczema In such q form
that 1t caused Assesses on his head.
l was compelled to take him from
school. After using your soap and
ointment for three weeks he was en-
drely cured. / will always keep both
In my home.
MRS. FLORENCE GRIFFIN.
"S2S Winton street, Philadelphia. Pa"
If Resinol can do this in one case
1t can do 1t in all cases Of skin dis
ease. We have thousands of testi-
monials telling Of Wonderful cures.
hesinol Ointment is prescribed by
physicians for every skin irritation.
including cuts. sores, scalds and
burns, and is a remedy for boils. car
buncles. felons. piles. eczema, bar
oer's Itch. letter. shingles, psoriasis,
eruptions Of poison ivy and other skin
troubles. Gives immediate relief, and
should be on hand ready for immedi-
ate use. 1t is put up in screw-top opal
containers selling at fifty cents and
dollar.
Resinol Soap, made Of the same in
gradients. represents the highest art
In soapmaking. 1t is refreshing and
soothing and should be used by every
one for the toilet and bath. 1t is es-
pecially adapted to the skin Of infants.
Prevents many of the skin troubles
and there is nothing quite SO good for
shampooing and the cleaning OF tho
scalp. The ointment and soap are for
sale by all druggists. Sample sent
free IL you will mention Department
NO. 81, Resinol Chemical Co., Balt-
more, Md.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
Restored COURAGE

The southern lover was impetuous.
says the author of a recent book OF
"reminiscences of eastern Virginia. en-
titled Memory Days" and the maiden
was timid and unused to passionate
proposals OF marriage. "Oh. dont!"
she interrupted in a whisper. You
brighten me dreadfully."
Overcome by contrition, the young
man humbly apologized for his feryor.
and painful silence ensued. The
girl broke II at last.
Robert" she began, with a hopeful
smile, Il don't think-T-shall-be 80
frightened this time"
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
Artificial Flownr,

Artificial flowers are still strictly
en- rigeur. Before condemning the cu.
tom OF plagiarizing nature constda.
tho satisfaction OF knowing the eowo.
necessary to the harmonious whole -,
the gown is certain to remain frash
think OF the security offered NV ~"
fsct that 1t cannot crush and ruin ones
favorite gown. OF droop and 6nsIIv
seated ifs faded leaves over the aooy
a mute suggestion Of the years No.
cling animation. Then. too. the art =,
copying flowers has reached sueA
Stage OF perfection that only the acp,s
and appraising eye can detec, the
pretty deception. which ia It own 81.
suse
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
COMMON SENSE BASIS
OF GOOD ADVERTISING.
BY WIN. C. FREEMAN.

Abe Martin says: THE man who
does not advertise may know his own
business. but nobody else does"
1 always think there is something
wrong with business II It does not
make itself known in some way.
Common sense must be applied.
be made known.
In New York. Chicago, Philadelphia
and other large cities there are fifty
times as many stores that do not ad-
vertise In newspapers as do advertise
In them
The reason is that these stores are
mere neighborhood stores-doing a
small usiness-depending wholly on
the custom of perhaps a couple OF
hundred families.
Obviously. such stores cannot afford
to advertise in the big newspapers.
How, then, are they to advertise?
There are only few ways for them
to do. viz:
Sending well-written letters to all
OF the families in the neighborhood
telling about the goods they have for
saie-using posters and signs in their
neighborhood wherever they can get
the space for them-displaying their
merchandise in their windows-but
better than all of these is advertising
In the weekly neighborhood paper, II
one is issued.
There must be advertising OF some
kind done, and II II is effective the
business will grow, and the small
shopkeeper may be able to acquire
stores in different neighborhoods
Then he can branch out with his ad-
vertising program and buy space in
the big newspapers. like so many 9th
ers have done before him.
This applies only to the very large
communities: in the smaller com
munities. where everybody knows
everybody else, the one medium to
use all of the time is the daily home
newspaper.
You must realize that good adver-
Using. of whatever nature. must have
n basis OF old-fashioned common sense
and must be done in accordance with
a shopkeeper's ability to pay for it.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
An Example Of Realistic Drama

Realism may be carried too far"
The speaker was Augustus Thomas.
the playwright Mr. Thomas was con.
demning certain oVerrealistlc plays
that he had seen in Paris.
They were so realistic" he said
that they inflicted pain and disgust
on the audience The audience under
this excessive realism suffered like
Mrs Dodledum.
Mrs. Dodledum was horrorstruck
to see her little daughter come home
from the beach one morning with her
new silk frock cut into about Q hun.
dred holes Of various sizes.
What on EARTH the mother cried.
have you cut all these holes in your
frock for?
We was playin store. the little
girl replied, and was the Swiss
cheese"
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

"hE two hats pictured here are OF
that useful variety known as semi
. dress or tailored hats and are de-
signed for general wear. They
are OF substantial materials well nut
'ose'her. they are quite elaborate
enough to harmonic with dressy
costume and not too much trimmed to
De worn with the plainest of tailored
gowns. Where women do not have oc.
caslon to go out a great deal. such
mats are the best choice. ("Going ont"
I'D TINS connection signifies filling 30
cial engagements).
~ goes without saying, almost. that
every woman should walk i'm the onep
ar Tor time. every day Of her life.
MOST or them do. going about the busi.
ness OF life-marketing. shoppinp or
getting out to other lines of endeavor
very plain hats will answer for wear
IN the morning, but every woman
needs tailored hat for church-and
other occasions demanding the nroner
attention to her personal appearance
Women going to and from business
choose the palmer types OF tailored
millinery, or rather those made NJ IN.
most durable millinery materials. such
as beavers. felts and cloth covered
shapes. with trimming of silk velvet
or fancy feathers.
Fig 1 is a shape which may be had
In felt or velvet. with a fancy braid
crown. Velvet loops and chenille ro-
settes and tassels with narrow
crushed band Of velvet makes up the
trimming. The color combinations nos.
sible In this model are very fine. The
bonnet-like shape adapts the hat To
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
Her Infinite Variety.

woman smoked cigarette. ana
made thereby a sensation.
Such a sensation. in fact. that short
ly another woman was smoking, and
then another.
But as more and moro women
smoked the sensation they made grew
less and less. until at length they
made no sensation at all.
That ended 1t.
We'll, what next" quoth woman
kind, for age could not wither her nor
custom stale her infinite variety
Puck
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
The reason your rival can az
ford to advertise is because he
advertises.
He Was the Doer.

SO you want position in nv
firm" said the fat man with the tbicl,
gold chain. We'll. what were you in
your last job?"
"A doer. sir" answered the ssd
Dyed applicant
What's that?" asked the emplovar
We'll, sir" said the sad eyed one
! vas the doer, and the rest we're
the tellers. When my guv-nor wanted
a thing done he would tell the cashier
the cashier would tell It to his assist.
ant. his assistant would tell II 70 the
chief clerk and the chief clerk would
tell II TO me"
And what would happen them"
We'll. sir" replied the sad eyed an
pllcant, as hadn't anyone TO men.
ton Il to. lido H."
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

The hoopskirt has appeared in
Paris, and the first one seen on the
streets created quite as much Of a sen.
satlon NJ the first hobble skirt. and
doubtless Will be quite as strongly
denounced. u has been so long gone
that not even the memory Of the good
o'c times can save II. IN fact. ~ n IS
imported as n fashion. u will he On
new as probably ~ receive moro
Teprobative attention than even eiec.
ton frauds
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
Points on Good Advertisine

Advertising is great help. and no
man who hopes for success in bust
ness can afford TO dispense with IT.
but there must be exertion on his part
as well. This naturally comes to the
tradesman who believes in liberal use
OF printers ink. There must also be
neatness OF surroundings. taste in the
proper display OF goods. accommodate
Ing clerks and cheerfulness OF inter
course. even though no bargain and
sale is effected Ordinarily all these
essentials will be found in the store
that literally advertises. for after
spending money in this way proper
recompense will not be forthcoming
II siouchiness and indifference and
uncongenialty prevail. Keep all sur
roundings and conditions in conform
ity TO systematic and persevering ad.
vertising and the outcome eventually
will spell success.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08
DO You Know

That when a gown Is made Of two
materials, such as satin and cloth. eta.
mine and satin. OF any mingIing OF the
lighter stuffs. the fashion OF the dreso
Is extremely ornate. and all sorts OF
hne needlework are displayed in the
tucks' the ruchings and the embroid.
cries OF tho trimmings, especially Of
Me coat?
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Almost any dress material can be
made up in this style The round
yoke and collar-band are OF tucked
net. the shaped trimming OF fancy
SILK piped at the edge With some
plain dark-colorcd silk; the sleeves
are set into the armhole with a little
iullness. and are finished with cuffs
OF silk to match the trimming.
Materials required: tx yard ~
inches wide. y yard silk % inches
wide, 4 yard dark silk on the cross
X yard tucked net.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

II Is reported that women are going
to wear smaller hats this winter. The
miilinors must have discovered that
some Of the women had big hats that
were as good as new left over from
last winter
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Hrooks' comet is now moving away
from the earth. II can still be seen
by the naked eye In rear elevation. II
has fuzzy tail and looks like a two.
cent star that has got smudged.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

New York courts have sent to the
pcnlteDtiary farmer who recorded a
morse race bet. II is better for the
amateurs to leave these affairs to the
professionals.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Ihose Harvard astronomers who
nave discovered new comet should
have waited for more opportune mo-
ment There is too much real news
IN the papers these days.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Advertising is an original
form Of craftsmanship that tends.
In the long run, to make the
cost Of living more reasonable
for the average human being.
Advertising enables the nanu-
facturer to give better quality
OF goods at a lower price than
he could II his advertising had
not lifted him out Of the rut
OF ruinous competition and
standardized his articles Of mer.
chandise.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

burglar who coughed like n motto
cycle robbed a garage What could
he do II he were trying to rob a round
house?
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

AS the BAH tub Is the great symbol
OF civilization. and as those nations
who make the most use OF II are tho
most progressive. It is gratifying 10
note that the mission indian in south.
erD California Is coming under the I'D
Hitting influence of the bath tub; be L.
naing 70 for q bed
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

For $4,000 an Indianapolis man is
pushing a wheelbarrow around the
country from capital TO capital. How
does this assist the uplift?
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

A Massachusetts woman has left her
estate to the old maids of her town
how absurd! There are no old maids
these days
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Edison is under the fire OF the Ger.
mans because he says they drink too
much beer. He might invent n substi-
tute.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

An 1904 dollar. lurking around
Ch1cago Is said to be worth $3.50.
There are times when a dollar ia
worth more than that.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

The Office boys relatives will now
regain their health for a few months.
the frequent reports OF their deaths
having been grossly exaggerated.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

1t was polite OF Togo to give his
GIT horse to the emperor instead OF
TO the elevator man. to whom so many
American hand their gift cigars.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

New York's death rate has reached
n new low mark. We congratulate that
city upon being such poor place to
die in.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

When a sculptor says that a Boston
statue Of Psyche needs more clothes
he does not reflect upon the decora.
tive value Of the Psyche knot He
merely calls attention to its in.
adequacy.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Yes. Claribel. as you say. the duke
OF the Abruzzi must be a very domes-
tic man. since he has been sweeping
the seas.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Your plain citizen will do little
awaiting across the country so long as
the necessity remains for private
trains In the immediate background
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Prospects for the rice crop are good.
Cut that does not especially interest
she young woman who is soon to be-
come bride.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

The New York man who Is trying
to compel his wife to marry her aim
ity has evidently made a study OF the
refnements of cruelty.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

This Is the season when the aver
age 1anitor is an ardent coal conserva-
zionist
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

China seems to be doing a thorough
Job OF awakening this time.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Earle Oyington is going to try to
carry mail by aeroplane from the AZ.
iantic TO the Pacific coast II is hoped
that he will assume no needless risks
by reading postcards on the way.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Meanwhile other shaky dams hold
Ing back water that might destroy
towns should be braced up.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

New York is to spend $4,000. 900
on education next year 1t needs every
cent of it,
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Girls look as though they would
nave to grow lot in order to fit their
new tangled baggy overcoats.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Neither electric currents nor ones
neighbours chickens should be allowed
to roam at large
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

IN amateur has no business trying
10 ny. Let him hang his hat on
hangar. but don't go near the aero.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-11-08

Umbrellas have why OF finding
new owners these days.
Chicago eagle., 1911-05-06
ESTABLISHED 1879
State Bank
of Chicago
Condensed Report March 9, 1911.
RESOURCES.

Loans and discounts. SIC. .t01.2,
Overdratt0 ................ 1902!
6On0D ..s.sss.sssss..sss. l,6l0,Vl0o
Cash and duo from banks.... S,17l,646.3
Aaa enc aa0 q
Chicago eagle., 1911-05-06

II you want the best drink Altes
Lager. the beer In the green bottle,
Tivoli Brewing Company, w. J. Wei.
laskey, Chicago, manager. Telephone
Douglas 621.
There 10 no better beer on the mar.
ket than Magnet Beer. brewed solely
BY the well.known Atlas Brewing
Company. Telephone Canal 991.
~(eA
The famous wursburser Hofbrau
and original Pilsener, favorites at all
Chicago's leading buRets, restaurants
and clubs, are imported solely BY Au.
gust Luchow. Mr.. Luchow's ofiices In
Chicago are in the Stock Exchange
Building. 10S Ia Sale street, and are
In charge Of Mr.. Hans Luchow. the
well.known and wsll.liked western
representative.
~6>
The Schillo Garage, 9l5.9l7 Dakin
street, near Sheridan Road, 10 pro-
nounced by automobile owners and
everyone interested In automobiles to
be one Of the most complete and well
run garages in Chicago. The proprie.
tors are "A W. Schillo and A. q. Schil.
10. two young men born and raised in
Chicago. They are the sons Of Adam
M. Schillo. the we'll known liveryman,
at 326 West North Avenue who, like
his boys, has legions Of friends.
Messrs. Schillo are agents for the
famous Mercer car, built in New
Jersey.
John J. 0sraghty. 81 La Sale street
b the man 70 80 for campaign buttons
and the finest bodees Of oil lsocfip