davidaulloa/AmericanStories huggingface dataset:
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
Good craftsmanship is the art
Of finding out what a customer
wants and then using a knowl.
edge of merchandise to thor
oughly satisfy that want.
influence Of ADVERTISING.

No one has yet been able to figure
out when the influence of an adver-
tisement ceases. AS long as copy
of the ad. exists and can be seen by
human eyes, its power to persuade is
still in force. This is illustrated by
the experience of concern that dis
continued the manufacture of an ar
ticle it had formerly advertised quite
extensively, and ten years later re.
ceived from country town an order
for the article. On making inquiry.
1t was found that 1t came from a
farmer who said that in taking up a
carpet he had found underneath a
newspaper containing an advertise
ment of the article, and had been so
impressed with It's usefulness that he
had written for II. He was much dis
appointed when he learned that the
article was no longer manufactured.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
dHduertising
Talks
NEWSPAPERS AND MESSAGE
Results Cannot Be Guaranteed but
Depend on Character OF the
Advertising.

Advertising-be 1t space in news
paper, space in a magazine, on a bill
board, or in the street car, or through
decorated windows. or the efforts OF
a brass band-is but the system of
carrying the message from the mer-
chant to the customer
Advertising can carry any message
that can be devised to any person fit
ted to receive. The law of cause and
effect applies just as accurately to
every possible instance as does the sys-
TEN of double-entry bookkeeping to
every possible step in the business
world. But advertising, like six
shooter hits just as hard for evil as
for good.
Just as the balance sheet is neces-
sary to show whether or not the bust
ness recorded between book covers
by double entry bookkeeping is being
run at a profit or a loss, so knowl-
edge Of the results which come to the
merchant is necessary to show wheth-
er or not advertising, the modern meth
cd of conveying the message from mer-
chant to consumer, is being applied
to the profit or the loss of the bust
ness.
1t was recorded recently that a
street car company in great city
reached its employees with a message
impressing upon them the value of
courtesy by putting this message in
the daily newspapers. The message
hnI g 10 hn
cause they realized that the public had
read It and would be watching to see
whether or not the employees ac-
cepted that message. The employees
did accept it, to the great delight of the
officials and the public.
In another large city lately there
was opened a cafe, and the prelim-
mary advertisements announced that
it would outshine the most glittering
of the eXtravagant cafes in all the
world. The advertising dwelt on this
one idea of expense, snobbishness and
eXclusiveness until the very people
the owenrs were seeking to reach
turned up their noses and avoided the
| place.
The first instance of cause and eff
feet was to the good of the company
sending out the message; the second
| instance of cause and effect was to
the detriment of the company sending
out the message. But each case was
covered by the basic principle of ad
vertising, namely, transmission OF
information, and it was not the fault
of the publicity given the message
nor the mediums carrying them, that
one of these messages proved profit
able and the other proved the op
posite.
The medium chosen for the convey.
ing of the message, the daily newspa.
pers, could guarantee a sufficient num-
Der of readers for the respective mes.
sage The effect of the message the
newspapers could not guarantee, for the
effect must result from the message it.
self, which, in the instance of the
cafe advertisements, was not the right
message-Seattle Times.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
JEWS MAY YET CCLONIZE

Another attempt will be made to establish a
colony of Jews near the Holy Land. In 1903 the
late Dr. Herzei. after having failed to obtain any
satisfactory concession from the sultan OF Tur-
key in respect TO Zionist effort In Palestine, APP
preached the Egyptian government with the OBJ
ject of getting a grant Of land for Jewish settle
nent in FL A1sch district, between Egypt and
the Holy Land, the Jewish Chronicle says The
territory between these two points includes the
Potassium plain. which at one time was extremely
ferxile and the original habitat Of the Hittites.
A tentative offer made to the Egyptian
government of tract of land situated within an
isosceles triangle, one side extending from the
east of the Saez canal to Akabah, the other go
ing from west OF GAIA to Akabah, the coast form
ing the base. II rejected.
Now once again Jewish eyes have been turned
TO this district The plan offered by the General
Jewish Colonization Organize Hon is far less am
htous than >that wMeh animated the Zionist
leader. Instead q attempting to coonize the
large territory which Hsrzel had in view atten.
ton has been concentrated upon Rapha, which
is situated near W Ga1o.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
W ZZZNVZ0GR4eV Nl1XV ZR4hlINl2J HAW2NhaHnT yWMk

invention. wireless telephony, have proven one
of the greatest boons of the age, but, from the
standpoint of our public officials and particularly
our army and navy officers, their value Will be
tremendously enhanced If way be found to
transmit messages with surety that they will
reach nobody save the individual for whom they
are intended. Under present conditions many
military and naval wireless messages are picked
up" by private operators and of course this would
not do at all in time Of war. 1t rs believed how
ever that a solution will be provided when there
is completed the trio OF monster wireless towers,
$50 feet In height soon to be constructed by the
navy department at Washington, d. G. The
equipment at the station will be capable Of
transmitting wireless messages a distance OF
1000 miles more and it is believed that IL will
be so powerful that 1t will be readily practicable
to send and receive messages that cannot be
fched by any wireless station of less capacity.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
PRACTICAL IDEAS ABOUT COPY
Valuable Suggestions Made by Mr..
Raliett to Cleveland Club-TWo
Ideas to Remember.

Carl J. Ballictt, In an address on
Frequent Change of Copy" delivered
before the Cleveland AID club, said
that all advertising copy ought to be
prepared with two ideas in mind, the
first to influence the person who is in
n purchasing frame of mind, and, sec
ond, to make an impression upon the
person who does not want any of the
goods, so that at some future time If
he is in need of the advertised arti-
Gle he will think first of the kind that
has been advertised. To do this work
the copy that was intended for the
prospective purchaser should be
changed frequently.
On the other hand, the part of the
advertising that was intended for the
person who did not want any of the
article at the time he read the adver-
tisement should be left the same That
intended to reach the future buyer
probably should consist of trademark
and slogan. This always should be in
the same place, in the same manner,
and nothing about II should be
changed, so that the person who sees
it several times will be impressed
with 1t.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13

telautograph, which transmits handwriting via
electrical wires to any reasonable distance repro
ducng it line by line just as it is written at the
point Of origin. This device is being employed
at United States forts and at other seats of gov
ernmental activity. 1t has many advantages that
might not at first occur to the reader For instance,
its ability to reproduce handwriting and autograph
signatures supplies safeguard against tampering
with military orders. Ii battery commander
sees an order written out before his eyes in the
well-known handwriting of the officer in command
of the artillery district wherein he is located he
could not have any misgivngs to whether or
not he has received bona f1de instructions from
headquarters.
One Of the chief aims of Uncle Sans experts
just now is to devise means for insuring the
secrecy of messages transmitted by wireless
telegraph. Wireless telegraphy and it's kindred
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13


distance telegraph wires carrying the presidents
messages (although the code cipher would battle
them at this point the chief magistrate has one
medium for absolutely secret communication. This
is an exclusive telephone system that centers at
the executive Offices, and whereas its radius dsee
not extend beyond the limits of the national capt.
tai it is of immense service in keeping the ma
tons rules in close touch with every government
official This special system has no hello girl
and by means of it the president may, upon taking
his place in his specially constructed sound-proof
telephone booth, feel free to speak his mind to
any member of his cabinet any hi&h official
Of the army navy in absolute surety that no
third person has had inkling of what he has
said. Similarly the president can command at
any time an exclusive line 20 the capitol building
at the other end of Pennsylvania avenue and
hold a confidential confab with any senator
representative without anybody being the wiser
as to what has passed between them.
Uncle Sans secret methods Of communication
have been improved within the past few years
through the introduction of several important new
Inventions One of these is the photograph, which
has been hailed as the successor of the telephone
and which consists of a master station in the
private office OF official and substatlon In
stalled in a separate room. The advantage Of this
invention Is found in the fact that the photograph
will transmit all conversation spoken in ord-
nary tone in the room In which the instrument Is
located instead of 1t being necessary for the best
results to sTSnk directly into a transmitter as in
the case of the telephone. Furthermore the re-
ceving terminal is ordinary-ooking little box,
which It stands desk would never arouse
a VISITORS suspicious to its character. These
qualifications give hint to the manner In
which 1t has proven valuable to certain govern
mont officials, for instance the officials OF the
secret service criminal supposedly talking in
private. may find that not only has his confession
been overheard, but that 1t has been taken down
word for word by stenographer seated at her
desk in a room some distance away.
Another ingenious newcomer among the secret
rlissive bearers is tie invention known as the
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
ABOUT ADVERTISING.

You are In business. You
need trade.
Get il by advertising.
The successful business men
Of the country have become
such through advertising.
Armour & Co., and Swift &
Co., furnish everyday necessl-
ties to the people, yet they
spend thousands Of dollars each
year In advertising.
y One merchant in Chicago
paid one newspaper last year
$4,000 for advertising. Thirty
years ago when he began bust
ness his resources would not
have bought a column of space
in the Same paper.
How was he enab.,d to pay
$4,000 in one year to one pa
per? BY keeping his name and
his goods continually before the
people.
And the best medium through
which to achieve this end is
the newspaper.
Uncle Sam has been in busi-
ness longer than most men, and
has come to the conclusion that
newspapers are the most salts
factory advertising mediums.
All advertisements for re-
cruits for the army and navy,
notices of bids wanted, sales Of
goods, or other matters to
which the attention of the pub
lie is called, are presented
through newspapers.
Advertising comes very near
being science. Great strides
have been made in it within the
past few years.
Men are being trained to the
business by thousands each
year. Advertising schools are
almost as numerous as schools
of medicine or law.
Why? Because advertising
pays.
Do you desire to increase
your business and profit by the
advance in advertising meth
DDS?
Then advertise continuously
and intelligently. The returns
will justify the outlay.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
Find Newspapers Best.

Shoe dealers all over Indiana have
awakened to the fact that newspapers
are the business friends and part
ners. At the meeting of the State
Shoe Dealers association held in In
dianapolis, strong resolutions were
passed declaring favorably for the
newspaper advertising. The resolu
tons pledge the retail shoe dealers
to use daily newspapers to inform the
public as to the real merits of hon
estly made goods. In other words
the dealers indorse policy of homes,
advertising. The reputable shoe deal
er should take the public into his con
fidence, say the resolutions.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
GET AFTER THE PRINCIPAL
Proper and Best Way to Suppress the
Bill Sticking Nuisance in
Your Town.

Billboard advertising of the regular
fixed to surfaces specially constructed
for the purpose-does much to offend
the eye, but the fellow who does most
to annoy and irritate by adding to the
general ugliness Of urban scenery is
he who is always shopping around
to paste his wretched poster in some
place where to do so will cost him
nothing
A garbage barrel, fence about a
new building or a hole in the sidewalk,
the curbstone at corner, any blank
wall-these places are all one to him,
and as his deeds are mostly done
in the dark Iis activities are hard to
suppress. Once up, his bill usually
remains, made shabbier every day by
the weather, until it finally disappears
of its own reluctant accord.
There IS, however, a way by which
this evil could be met and overcome,
and it is by regarding the billposter,
not as a principal, but as what he
really is-the agent of the man to
whose wares or wants or purposes or
desires he gives publicity. That is
the man who should be pursued, and
the obnoxious bill itself always dis.
closes his identity. Anybody who will
can take action against him, and in
vain will he enter his only defense
that he did not know what his agent
was going 10 do and assume that the
bills would be posted only in proper
places. That is no defense at all
New York Times.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
MJE az mr. WczNGRASY rae S<CREZ
GO/z/HZLYlCH7IOW

KIND one naturally thinks
OF the secret agents which every foreign power
is supposed to maintain in the United States for
the purpose of keeping tab on the governments
moves and Of those even more active volunteer
spies who though not in the pay of any foreign
government are always shopping around trying
to find out something that will be of value to the
foreign country to which they are attached by
ties of one kind or another However, these
prise only portion Of the busybodes upon whom
watch must be kept. Even more dangerous,
in way, the agents Of spectators and Wall
street gamblers who are constantly seeking ad-
information to court decisions and gov
eTnment reports, etc. Our readers may renem-
Der that few years ago there was big scandal
when 1t was discovered that spectators the
cotton and grain market had corrupted govern
ment official who allowed them to secure advance
tips" as to the government crop. reports that
have, whenever they issued important
influence upon prices in all the produce exchanges
and cotton exchanges in the land. Similarly there
were camped in Washington during the past win
ter a number of scouts for the spectators any
one of whom would probably have paid many thou
sands of dollars for advance information as to
the findings of the United States Supreme court
in the of the tobacco combine and other
trusts.
But, after all, the gravest responsibilities that
are imposed upon Uncle Sans secret methods OF
communication come in connection with inter
national complications of any kind-especialy in
the event OF GrlSlS tnat threatens war. One or
TIE best illustrations Of record of how close
louthed Uncle Sam be occasion given
shen a large portion of the regular army
modified on the Mexican frontier That move
ment required much planning and preparation
the part of the president and the high officials OF
the army and navy and yet so quietly did the
preparations go forward that one-third of our
standing army was hurrying to the Rio Grande
ere the public had a hint what was happening
This performance proved that the White house
u.s. as IL indeed ought to be, the nerve center of
a very effective system for secret communication.
The president has his special telegraph and
telephone operators stationed at the executive
Offices. but for long distance work they must be
dependent upon the regular commercial lines
ard for all that direct line to anywhere be
set aside for the exclusive of the White house
almost at a moments notice; there is, of course,
some danger that outsiders somewhere along the
line might overhear the messages that are clicked
over it, To get around this difficulty the White
louise te!egraphers send most OF the highly con.
cdential messages in n secret code or cipher
which means that message Is translated into
a tumble of words that would have no meaning
whatever to the average individual, but which
s,and for clearly ineligible expressions to person
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13

times, and said that ought to have an
operation. I would not listen to that,
and when friend Of my husband told
him about Lydia E. Pinkham's Vege-
table Compound and what it had done
for his wife, was willing to take it.
Now 1 look the picture Of health and
feel like it, too. I can do my own house.
work, hoe my garden, and milk cow.
l can entertain company and enjoy
them. I can visit when L choose, and
walk as far as any ordinary woman,
any day in the month. 1 wish could
talk toevery sufferingwoman andgirl."
Mrs. DEMA BETIrUNE, Sikeston, Mo.
The most successful remedy in this
country for the cure Of all forms Of
female complaints is Lydia Z. Pink
hams Vegetable Compound.
1t is more widely and successfully
used than any other remedy. 1t has
cured thousands of women who have
been troubled with displacements, in
fiammation, liberation, fibroid tumors,
irregularities, periodic pains, backache,
that bearing down feeling, indigestion,
and nervous prostration, after all other
means had failed. Why don't you tryits
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
The man who Is always afraid
he will fail doesn't stand much
chance to win.
A Paying investment.

Alfred Patek. secretary of the Co
lonial Bureau of immigration has writ.
ten to T. w. LeQuatte. president of
the Des Moines Admen's club that by
an investment of $4,000 in scientific
advertising, I'VE have on record today
actual sales with the names of the
parties buying and the locations in
which they bought totaling over ST.
900"
Mr.. Patek further said, This is
what we were able to trace and prob.
ably represents about 25 per cent. OF
the results actually obtained"
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
A CataS1ropne.

A cat was being chased along the
roof New York building. 1t lost
ita balance and fell on boy who was
standing on balcony on the second
floor. The startled boy fell in his
turn, landing on baby carriage, for
tunately empty, which another boy
was wheeling in the street. The first
boy dislocated his wrist; the cat was
killed.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
Exactly.

Noting that another piece of valu-
able china had been broken, Senator
ALLEN asked his housekeeper how the
breakage occurred, and she hastily
replied:
1T fell down and just broke itself"
Merely an automatic brake" quiet
q commented the senator
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
No Wedding Day Bargain.

The Husband During the quarreD
You're always making bargains.
Was there ever a time when you
didn't7
The Wife-Yes, sir; on my wedding
day.
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13

who has the key" &c
the disguise. In case
it is desirable the presi.
dent could use the reg,
ular codes of the Unit.
ed States army or navy,
but he has a special
private code Of his own,
which is probably the
most secret of all the
vehicles of communica-
ton used by the govern
ment.
Now whereas outsiders
might tan in on long
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13

for four or five days
at a time every
month, and so weak
1 could hardly walk.
l cramped and had
backache and head
ache, and was so
nervous and weak
that l dreaded to
see anyone or have
anyone move in the
room. The doctors
gave me medicine to
ease ma of thoaa
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13
SEVEN
YEARS OF
MISERY
All Relieved by Lydia E. Pink
hams Vegetable Compound.

Sikeston, Mo. -"For seven years I
suffered everything. / was in bed
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13

the wiser. There is need,
too, for dependable meth
DDS of secret communi-
cation for it would doubt
less surprise the average
reader could he know
how many people there
are who are constantly
trying to find out things
Uncle Sam does not wish
to disclose or at least
are trying to find them
out before he is ready
to make announcements
on the subject.
When mention is made
of eavesdroppers of this
kind one naturally thinks
The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1911-07-13

tell the people anything until they have to or
until there is grave danger that they will learn
1t from some other source and where letters and
kilograms are censored in manner unheard of
In this land of the free
But for all that It is not the policy of our gov
eminent to have many secrets from the sovereign
American people whose servant it is. Uncle Sam
Is capable of keeping his own counsel when occa.
sion demands it and what is equally important he
has the ways and means for transmitting and re-
ceiving communications without anybody being