davidaulloa/AmericanStories huggingface dataset:
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
THE TIME TO ADVERTISE
Minneapolis Real Estate Man Says II
10 When Business 10 Good and
When u 10 Poor.

81 once heard an advertising man
say the times for merchant to ad.
vertise were, first. when business was
good. and. second, when II was bad"
said a Minneapolis real estate dealer
the other day, "and the advertising
man added that the time when he
should spend the most money for ad.
vertising was when business was
poorest.
THAT made a deep impression on
me. and have adopted 1t in by bust.
ness, coupled with one other rule
That Is: Look prosperous. even IL you
are not. Only the rich man can af.
ford to look poor Those two rules
followed logically, will do for anyone
what they did for me. and for me they
filed my fats and kept them full.
Several years ago / bought a row
OF six four-story double apartment
houses on one OF the better streets.
Opposite ia a similar row OF six, built
at the same time. FIVE years ago, from
the same plans. In the three years
have had my apartments l have lost
less than three per cent. OF my rent
through idle apartments. The owner
OF the houses opposite told me he has
lost nearly 80 per cent, and l can be.
lieve him. He asked me to explain
my luck, and told him my rule. He
shook his head and said 1t was simply
luck.
Following my rule to look pros
porous / never put to let sign In
window. AS soon AZ an apartment Is
empty have 1t cleaned and put into
condition. Then l hang lace curtains
In the windows, which / have cleaned
once a week. No one would know the
place was not occupied. Outside OF
the janitor's Office there Is a little
gold sign that tells OF apartments to
rent and seekers come there first.
MANY a time l have seen people
look up at my neighbours property
across the street, shake their heads
at its many vacancies, which they
take to indicate something intrinsi.
cally wrong, and come TO me. The
chances are / have nothing to offer,
for often have list of persons watt.
ing to get in, but II I have a place /
am sure OF getting 1t filed at once.
With one exception, and that was due
to an accident, have never lost more
than one months rent In a year on
any one apartment. Most OF my ten
ants stay three or four.
Besides, looking prosperous I
advertise as soon as l hear that a
tenant is TO go, and often have a new
one to go I'm as soon as the place is
ready. Any one can do II, or II he
can't II is because his rents are too
high or something else Is wrong with
the property"
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
alks
BUSINESS MEN OF TWO KINDS
The Live" Merchant and the Drone-
Good Advertising Means More
Than Newspaper Publicity.

AS a rule, IL newspaper prints a
talk on advertising. the reader takes
IL for granted the newspaper is boost.
ing its own wares, its advertising
space. Newspaper advertising, al
though the most far reaching, is not
the only successful means OF adver-
Using and the subject OF advertising
ones business can be profitably dis.
cussed without laying too much stress
on the newspapers as the proper me-
dunn.
Over fifty per cent OF the business
enterprises started in this country fail.
This assertion may seem astounding.
but look back over the history OF near
ly any city for the past FIVE years
AS you go down the street try to re-
member what business occupied this
and that room a few years ago. You
will be astonished by the results OF
your investigation
Of those business establishments
tat manage to survive only about half
90 a really profitable business. This
does not mean that business has been
slack. 1t simply means that business
divided into two classes, the drones
n q the workers. The workers place
is known throughout the country,
whereas the drones place OF business
Is known to only few friends of the
owner. The live business man has a
neat display window, we'll lighted. and
keeps the freshest stock on display
there. When you come inside the door
you will find everything neat. II does
not cost money to keep the place look
ing spick and span--just little work
When he shows you his stock you are
convinced that his window display and
his newspaper assertions have not lied
to you. and you trust him. Also, his
service Is OF the best. His clerks are
well dressed and courteous. He pays
them good salaries for he can afford TO
do so. You see this merchants name
on bill boards throughout the county,
he sends you a letter every now and
then calling attention to his stock In
trade and every day he tells you his
story in a neat looking newspaper ad-
vertisement.
The drone. on the other hand al
lhouBu ne may De aDle 10 make a Nv
Ing. records no growth In his business
as the years go on. His display win
dow Is dusty and the goods he dis
plays have been seen there for
months. His store is dark and has
hardly enough business to keep one
clerk active. Outside the name on the
front, you know nothing about his
business. He may have many things
that you want, but he has never told
you so, for advertising costs too much,
hence he has not got your trade and
has but little chance Of getting IT, He
may spend dollar or two now and
then on "a newspaper ad, but IL his
store is not filled with customers the
next day he tells you that he can see
no good in advertising.
John Wanamaker took in $24.67 ON
his first day in business. He kept the
CT cents and spent the balance in ad-
verifying the next day. Wanamaker
was no reckless schemer. He simply
had enough business acumen to real
lie that you cannot get business with
out publicity.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
Ad Pointers.

"a man who advertises business
properly Is a distributor and helps TO
economic for the consumer. Arthur
Brisbane.
Newspaper advertising is the
cheapest channel Of communication
ever established by man. n there
we're anything cheap rest assured that
the greatest merchants in America
would not spend individually sums
ranging up to a half million dollars
year and more in this form OF at
tracing trade. BRAINS
Calculating on the basis OF a num-
Der Of copies Of an advertisement pro-
duced and distributed newspaper ads
are less expensive than any other
modium. Mail Order Journal
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

It IS strange how faithful Dame
Fashion is to the kimono sleeve. which
still appears on the latest models. and
we have gone back TO the very high
waist effect In most OF the new skirts
there is a loose peat at the back.
which hangs down to varying lengths.
but generally reaches the hem. This
has charming effect. ard takes away
the extreme severity OF the plain.
tight skirt. The train which has made
its appearance 10 either cut quits
square or Is very narrow indeed.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
For the Traueler

The traveller who is fastidious about
the boiling OF her eggs should invest
in one Of the egg-shaped boilers OF COP.
per, small enough to pack in a trunk.
1t will cook four eggs.
This lamp is like a huge egg. has
an alcohol lamp beneath and trov
with four compartments to hold the
eggs erect In the water and make re.
moval easy.
For the girl in an apartment who
likes to do light housekeeping such a
cooker could be utilized for making
cup custards and other dishes cooked
In water.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
Appalling Excuse.

This is the fifth time you have
been brought before me this term"
said the Judge. frowning severely upon
the prisoner at the bar
Yes. your honor" said the prisoner.
You know q man is judged by tho
company he keeps. and | like to be
seen talkin' to your honor for the
sake OF me credit"
"All right" said the Judge. Officer.
take this man over to the island and
tell them to give him a credit OF 80
days."-Harper's Weekly
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
cretonne Cabinets.

The small cretonne-covered cabinets
are becoming very popular. These.
too, may be placed on the dresser.
They are OF various sizes and heights
and ore provided with drawers for
handkerchiefs. gloves. neckwear, Jew
els, etc. Similar cabinets are also pro
vided for men. These have convenient
compartments for collars, handker-
chiefs. pins. ties. etc
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

being cut slightly wider than the left;
the large revers and collar are edged
with braid; the cuffs are also trimmed
with It.
Hat OF hay-colored straw trimmed
with roses.
Materials required: yards cloth
46 inches wide. yards braid. but
tons, ~ yards silk or satin for lining
coat
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
Very Select.

The landlady was trying to Impress
the prospective ledger with an idea or
how extremely eligible the neighbor-
hood was. Pointing over the way ut
fine mansion. she said In hushed
whisper:
Young man. over there across the
street there's seven million dollars!"
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
LIGHT CLOTH WALKING SUIT
Hay Colored Material Most Effective
for This Peculiarly Jaunty
Costume.

Hay-colored cloth is used here, with
trimming of wide black military
braid; the narrow skirt has a strip
OF the braid taken down the left side
of front.
The coat is cut so that the braid
corresponds. the right side of front
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
TRADE MORALS

The merchant who builds up
q recognized place In the public
mind by constant advertising
has an asset that cut-throat
prices can't touch.
Your newspaper ad Is an ex-
tension OF your show window.
Remember to keep both dressed
up neatly.
A poor advertising policy Is
better than no advertising pol
icy at all. Don't forget that.
Hunt up your newspaper man
and tell him what you want in
his advertising pages. Don't
wait until he comes to you and
tells you what you ought to do.
The advertisement that tells
the truth Is the only kind that
you ought to ask your friends
to read.
Have something to say to tho
public and say II. That is the
only secret there is to success
full advertising.
II takes good merchant to
be good advertiser. The pub
lie knows that and is right in
assuming that the best adver-
tiser Is the best merchant.
Advertising is too blamed
expensive for me-" n merchant
says. He is right. II he expects
to pay for II with pennies. The
big advertiser keeps his eye on
the business advertising brings
white the little fellow often sees
only what IL costs.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

Advertising Is the lIfe-bIood Of
business and when this blood
stops circulating business stops.
Modern business depends for
earning lts expenses, consisting
Of rent, taxes and wages for
help, and then Of a fair re-
Enumeration for Invested capital,
on means for reaching the lar
gest number Of customers as
quickly as possible.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
Two Ways Of Saying II.

TITS the constant drop OF water
That wears away the stone.
It's the constant exerciser
That develops all the bone.
It's the constant advertiser
hat brings the bacon home"
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

Margaret think MI Baker could
easily hypnotic people.
Katherine-Why do you think so?
Margaret-He often holds my hand
till Il falls asleep.-Puck
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
AND THIS

The constant drop of water
Wears away the hardest stone;
The constant gnaw Of Towser
Vanlshes the toughest bone;
The constant cooling lover
Carries Off the blushing maid;
And the constant advertiser
is the one who gets the trade.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

Start afresh this Spring-clcanse and
purify the system by course of Garfield
Tea, Herb laxative and blood puriher.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

Real happiness Is cheap enough,
yet how dearly we pay for II with
counterfeit-Ballon.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28
Il : sss sss. T':sI Thompson's Eye Wafer

Isn't 1t about time to bury the dead
languages?
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

But few novels are written for think.
Ing people; msst Of them are writtto
for the entertainment of women.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

Mrs. wfnsiow's Soothing Syrup for Children
teething, Softens the gums, reduces innamma-
ton, auayn pain, cures wind collie, $50 a bottle.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

Eye sn1ve in Aseptic Tubes
Prevents InfectiOn-Murine Eye Saive
In Tubes for all Eye Ills. No Morphine
Ask Druggists for New Size Csc. Val
uablo Eye Book In Esch Package.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

IL takes sand 70 make sand
paper what Il ls, and takes
sand TO do most anything worth
while.-Peter the Painter.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

EIattsry Is praise We hsa- # OthsrA
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

SarsapariIIa

Cures all humors, catarrh and
rheumatism. relieves that tired
feeling. restores the appetite,
cures paleness, nervousness.
builds up the whole system.
Get IL today in usual liquid form OF
chocolatcd tablets called Saraatabs.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

Your newspaper ad Is an ex-
tension OF your show window.
Remember to keep both dressed
up neatly.
Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-06-28

A poor advertising policy Is
better than no advertising pol
icy at all. Don't forget that.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-10-10
Try This Famous Piney
'Pint Of Cough Syrup"
a Fsrally Supply for SOC, Saving So. Tho
Sureet, Quickest Remedy You Ever
Used or Money Refunded.

A cough remedy that saves you g., and
Is guaranteed to give quicker, better re-
suits than anything else, is surely worth
trying And one trial will show you why
Pinex Is used in more homes in the u. S.
and Canada than any other cough remedy.
You will be pleasantly surprised by the
way 1t takes right hold of a cough, giving
almost instant relief. 1t will usually stop
the most obstinate, deep-seated cough in
"a hours, and is unequalled for prompt
results in whooping cough.
A 60-oent bottle Of Pfnex, when mixed
pint of the best cough remedy ever used.
Easily prepared n five minutes-directions
In package.
The taste is Decentralization take 1t
willingly. Stimulates the appetite and Is
slightly laxative-both excellent features.
Splendid for Group, hoarseness, asthma,
bronchitis and other throat troubles, and
a highly successful remedy for incipient
lung troubles.
Pfnex is a special and highly conoe1
trated compound OF Norway White Pine
extract, rich in guaiacol and other natural
healing pine elements. Simply mix with
sugar syrup or trained honey, In a pint
bottle, and 1t Is ready for use.
= Pinex has often been initiated, but never
successfully, for nothing else will produce
the same results. The genuine is guaran-
teed to give absolute satisfaction or money
refunded. Certificate of guarantee Is
wrapped In each package. Your druggist
has Pinex or viii gladly get 1t for you.
II not, send to The Ptnax Co.. Ft Wayne,
Indiana.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-10-10
SYNOPSIS.

SHNOFS1S.
Professor Crosby, who wishes to tax a
he is going abroad, is delayed at the Grand
Central Station. He sees from a window
of a Pullman car Miss Margaret Tabor.
whom he la met the preceding Christmas
at a house party. Miss Tabor Is on her
way home to Stamford, Conn. Crosby,
being charmed by her beauty, suddenly
decides to go there also. They arrive a.
Stamford; take a trolley car, Inc ca
pxuns off the track and they are delayed
in reaching home rr
las She is called, arrive at the Tabor
;home so late that Crosby is asked 70 STAY
( the night. In the middle of the night ne
IS aroused by strange noises. and is as.
Ptonished at being asked by Mr.. Tapor 70
leave the house Immediately. y.
frest of the night, and next morning is toio
by Mr.. Tabor that 1t was because OF nnns
hbad name that he was asked 10 lehye. IN
leaving the inn Mr.. Tabor sees an ltaaah
esa.lor who was once in his employ. -.
Crosby goes to the seashore to VISIT lne
Tabor. On the way home they meet Ra,
Reid, a brother-in-law of Miss Tabor, VINO
: suddenly takes her away from MIN. Grospy
suspicious that there is a mystery IN lne
Tabor house. Crosby's efforts to see Lazy
are in vain. He sees Dr. Reid Twice
Crosby calls to see Lady, only, toNoe ~
formed that, he must never see her AGAIN.
The next morning she calls him over ing
phone, asking him to go to town VIII
her in her car on al unexplained mission
He accepts. On the way something nap.
adjusted by Crosby they proceed with Tue
journey. They arrive at a tenement mouse
where they find Sheila, Ladys old Nurse
almost murdered.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-10-10

FEWER WOMEN PHYSICIANS.


II statistics are not made simply to
''befog the facts" as some pessimists
may believe, women are growing tired
of studying medicine, The journal of
the American Medical Association has
recently published a report on medical
education during the past year, and
compared it with previous years. This
report shows that in the year 1911 227
fewer women were studying medicine
than In 1910. In 1910 there were 157
graduates, and in 1909, 1862.
while In 1911 there were 1855.
From these figures it may be sur
missed that women, while finding their
way into practically all professions
that were once followed exclusively by
men, are not rushing into the medical
colleges. 1t is possible that woman,
naturally more sympathetic than man,
finds the draft that sick people make
upon a physicians sympathies too
strong. There is no profession in the
world where more Is expected and
more willingly given. That some
women succeeded as physicians is true,
but that the strain upon them is prone
to discourage the ambitious young
woman and to make her pause before
electing to enter the profession, these
figures seem to prove.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-10-10
LOOKING AHEAD IN FASHIONS.


To look ahead at this season of the
year seems at the first thought more
or less waste of time.
But no sooner has the heat wave
come to a definite end, no sooner 1oes
the air grow chilly at night and the
days begin to grow visibly shorter,
than our muslin and lingerie frocks
begin to appear hopelessIy out ot place
and our thoughts turn almost long
ingly to autumn costumes.
Coats are longer. That is a positive
fact. and the woman who has had her
last winters coat cut down to the
shortest dimensions will have cause to
regret her impulsiveness in so doing
All the leading ~tailors are cutting
their models longer. This style is
especially noticeable in what is known
as the strictly tailored costumes,
suits for business and everyday wear.
Short skirts are to be worn when a
walking costume is desired, and rhere
is no reason to suppose that we Will
ever discard the reasonable and SEN
sible fashion.
American women will not be nam
pered with trailing skirts. as do their
French sisters. Long petticoats are a
Inconvenience when a practi al
costume is sought. Lines of both coat
skirt are straight, elinging to the
figure at the shoulders n hips, and
from there hanging straight, with per
the slightest bit of fullness at the
hem.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-10-10
To UnclOg The Pores
Remove Sitting Skin

"Clogged pores are the cause of
many complexion difficulties accord
ing to DR.. Heman Ward. This con-
dition makes the skin coarse in tex
ture. 1t interferes with elimination
of waste matter, producing a muddy
or blotchy complexion. eruptions and
other defects.
ITO open and cleanse the closed
pores there is nothing more effective
than ordinary mercolized wax, used
as you would cold cream, but not
rubbed in. 1t should be applied at
night and washed off in the morning.
Mercolized wax, TO be had at n
drug store, will also remove the effects
of the condition referred to. That Is,
1t the undesirable complexion
itself, with its disfiguring marks. Pos
sessing a peculiar absorbent power, it
flakes off the soiled skin in minute
particles. but so gradually there is no
irritation or inconvenience. II Is
recommended in preference to cos
metics. as the new complexion It re-
veals is a perfectly natural one"
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-10-10
Continued From Yesterday

The door yielded and let us into a
stained and choking hallway, family
lighted by a blue flicker of gas at the
far end. The stairs were worn into
creaking hollows, and the noise OF our
passing, though i~nstinctively we crept
upward like thieves, awakened a multi
tude Of squeaks and scuffiings behlno
the plaster. The banisters were every
; where loose and shaky, and in places
: they were entirely broken away, so that
! we went close along the filthy wall,
trather than trust to them. Each hall
away was like the one below; narrow
Edusty and airless, with its IL squirt
of gas giving us just light enough to
find our way without cropping. At last
we reached the top, and Lady knocked
tsoftly on the door at the end of the hall.
There was no answer. h knocked
sagain. l turned up the gas, and as
did so a fat beetle ran from under my
feet. / stepped on it, n wished that
I had not done so.
Are you sure this is the placer l
whispered.
yes; I've been here before. But I
don't understand. Sheila knew that We
were coming"
Look, said I, the door is Unmatched.
Shall I go in.
For an DISTANT the oppression of the
mace was too much for her, and she
chung to my arm, whispering I'm
afraid-I'm afraid!' Then before |
Z could speak she had caught up her
courage.
yes" she said. "open 1t If you
cam
The door swung a few inches, then
resisted.D Something soft n heavy,
like a mattress, seemed to be braced
against the bottom of it. I felt for the
revolver in my pocket, then put my
weight against the panel. The thing
inside moved a little, then rolled over
with a thud, and the door swung wide.
What had lain against it, and now
lay across the opening clearly visible in
the light from behind us was the body
of a woman with blood soaking into
her hair.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-10-10
PROPER WAY
TO SHAMPOO

In an address before a large audi
ence of beauty seekers today Mae
Martyr, the famed authority on such
matters, said:
Common sense teaches us that the
hair and scalp cannot be thoroughly
cleansed of dirt, excess oil n dan
druf without using water. And yet it
is a common mistake that most women
make in using soap in any form for
s~hampooing. The woman who sham
poos with soap soon notices her hair
losing ~ gloss, splitting at the n
becoming brittle and thin.
These troubles can easily and best
be avoided by using as a shampoo, one
-teaspoonful Of cauthrox dissolved in a
cup OF hot water. The hair win rinse
easily. dry quickly without strealdng,
and becomes brighter n luffier.
Many hair-dressers have adopted this
shampoo with excellent results. 1t
seems to possess every quality OF q
perfect shL npoo'-Denver Call
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-10-10
The Little LadD's Dress Has
Yoke and Panel Cut in One Piece
STAR PATTERNS.

The novel feature of this little frock
is the yoke cut in one with the panel
front of the dress. There is also a
square, straight yoke across the back.
The balance of the dress is gathered
and attached to the lower edge of the
yoke.
Batiste, lawn, dimity, cashmere and
fine cheviot are appropriate for this
style.
The pattern, $3.50, is cut in sizes 1. ,
and 3 years. Medium size requires Ia
yards of 36-inch material.
The above pattern can be obtained
by sending ten cents to the STAR
office.