davidaulloa/AmericanStories huggingface dataset:
Barton County democrat., 1911-07-28
AN ADVERTISEMENT IS YOUR CHEAPEST
SALESMAN

The chances are that if you
60 into almost any store in a
country, at the present time, and
tell the StOrekeeper that his cheaI
craftsmanship means. 1t is the
in the local newspaper he will
laugh at you. He will laugh be-
cause he does not know what
mere showing of his goods to any
customer that has the good luck
70 come into his store, according
to his lights. He does not real
ize that it is possible for cuStO-
merS to be enticed to his store
to actually demand goods that
they never thought they wanted
before.
1t is comparatively easy mat
ter to sell a woman or man goods
when you have them in your store
and can lay the wares right in
front of them. In such a case
much more than nine-tenthS of
the selling act has already been
accomplished by the coming of
your customer to the store. Even
then a salesman who can get big
results in the store is claSsed high
. grade, and his salary, no matter
how large, is considered reason
able expenditure and, in many
cases cheaply spent.
To cause a customer to have a
desire to come to your store,
where no desire existed before, re
quires SaleSmanship of high or
der. Such SalesmanShip makes
new customers-builds your busi-
ness, and lays, In short, the fOun-
dation of your fortune. No retail
business of modern times can
make a great, success without
such SaleSmanShip-withOut in
other words, the proper utiliza-
tion of space in your local news
paper. Considering the results
this kind of SalesmanShip obtains,
II is the best and cheapest you
can buy.
This efficient use of space in
your local newspaper has been
called saleSmanShip on paper. If
you fill the space with fOrceful
matter that will create attention,
cause conviction and bring result:
you have an addition to your sales
force that may surely be called
the best promoter on your staff.
The results obtained from this
craftsmanship depends on the sell
ing ability used. But no matter
what results are obtained, the
quality of salesmanShip necessary
is much greater than that requir-
I'd inside the store.
The big mail order houses reck
on that they must pay so much
money on every inquiry they get.
The amount of this sum is aScer-
tanned by dividing all the money
spent on advertising and selling
literature by the number Of let
ters received in answer to the
same. This refers to inquiries
only. Not every inquirer becomes
a customer. The securing of &C.
tual customers costs more. The
money that has to be spent to
get one new customer by those
concerns would aStonniSh the To-
cal retailer. 1t is usually moi
less than the amount spent on
several weeks advertising by the
average local StOrekeeper. The
craftsmanship on paper that is
necessary to do all this is the fin.
est that can be got for money ant
It is considered cheap at the enor
nous price paid for it because il
rs engaged in building up q
Barton County democrat., 1911-07-28

The local retailer can apply a
lesson from this to himself. If
those mailorder houses spend so
much money to get one new Gus
toner, why should a retailer not
make an effort in the same direc-
tiOnl Why should he not adopt
the same means of attractive
SaleSmanShip on paperl If he
can bring even one new customer
a week to his store with an eXpen
diture that is many times below
what a mail order house has to
pay for getting the same results,
it is worth while paying closer at
tentOn to this successful method
of selling. If he can influence
more than one customer, and it
would be poor local newspaper
advertising indeed that could not
do that, he would be accomplish
ING far more than the mail order
houses with their highly paid sell
ing experts. And, as a business
man, he could congratulate HIM
self ON a good investment. He
could say to himself that he had
in his advertisement the cheapest
salesman on his force.
1t is, of course, not always pos
sible to readily get this strong
convincing selling matter in your
newspaper space. You may not
be able yourself to write it and
you may not have any local per-
son to whom you can turn. But
that need not deter you. There
are now on the market one or two
syndicated advertising services
to suit cases like yours. The ser
vices are supplied il a series Of
fifty-two advertisements with &C
cOmpanying copper plate engrav-
mgs, one for each week n the
year, at prices ranging from one
dollar per week up. Many Of the
advertisements have been clasSed
bv authorities as equal to the best
that have made successes for the
big city department stores and ma
tional advertisers. Reduced fac
SMILES of several of these adver-
tisements will be seen at the top
of this column.
The advertisements shown
above have receive many tpSt!-
mOnials from experS. For IN
stance, VIM. H. Ukers President
of the Grocery and Allied Trades
Press Association of America a
combination of the entire Amerl-
can Grocery Trade Press and
editor of the Tea and Coffee
Trade Journal, New York, writes
81 consider your advertise
ments the best l have seen in a
long time
The Retailers Journal, Chica-
60, writes:
"We believe the samples OF
your advertisements sent US are
the best we have ever seen.
After expressions like these
from men who have spent long
lives amongst the kind of adver-
tising that has built fortunes for
the shrewd users, the local mer-
chant who neglects the Opportunf
ty now offered him to obtain
some of these success making an
nOuncements is missing the
chance of a life tine.
The editor Of this paper will
be glad to supply further partlcu-
lars of the syndicate whose specl-
men ads adOrn the top OF this
column and l advise early apph-
cation as only one of these ser
vices will be supplied to each
storekeeper IN his own town
Barton County democrat., 1911-07-28
Does Your House
Need Painting?.

Give it a coat Of.
Bradley & Vrooman abso-
lutely Pure Paint. .,
Made of Carbo-
nate Of Lead, Oxide of
zinc and Linseed Oil.
Packed full net {.
measure-full US. Stand
ard gallons.
The best paint
made for wear-appear-
ance-pro ction-and
economy.
Saves you money Q
increases the value of
your property. Try it and
see for yourself.
Barton County democrat., 1911-07-28
Fix up the Walls
and Ceilings. /:

Make them clean
and beautiful with Per-
1t is a permanent.
handsome finish for all
surfaces-metal, wood or
plaster.
When you finish.
the walls and ceilings try
it on the woodwork-foors,
doors, shelving, cupboards .
and furniture.
ALSO use II OUT
doors on buggies, wagons.
farm i'm pie m e nts, porch
floors and steps. Made in "a
beautiful colors and Clear
(Natural)-in all sizes of
cans. Get a color card.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
5-CORNERED RACE
AT TWO MILES IS
KNIGHTS PLAN


When the Knights of Columbus hold
their annual field day at Olympic Park
on Saturday, August rs, a special event
between Ave of New Jerseys best run
ners will be held. III committee met
last night and decided that the dis
tance will be two miles.
Two speed merchants who will toe
the mark and dig put at the crack of
the pistol will be Fred seyfarth, of st.
Columbia Catholic Club. winner Of
many similar events In this vicinity.
and Mike Devaney. the f1eet-footed
representative of the Beiieville Catholic
Club.
An invitation TO ~Strohino, Of the st.
BonAventure A. c., of Paterson, who
won the five-mile championship title
at Bayonne on July 4. to compete IN
the special event. will be rendered. Tha
other starters will likely be McCurin.
Of Bayonne: I'd Garvey or John Reilly.
Of the Belleville Catholic Club. The
latter has beer the most consistent
winner the suburban club ever had.
h winner will receive a silver loving
cup, n second fnisher will receive q
gold watch. and the third crosser
silver medal.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
P~hladeIphian Finds
Greatest Thing on Earth
Important Discovery Is Yours
at Any Time. Cures Sores
and Skin Diseases.

Read what this man says. After using
only two cakes of Resinoi Soap n
one-half jar of Resinol Ointment he
| cured sores and eruptIons Of long
standing.
II had a very sore face, and after
trying most everything l thought I
would try your Soap and Ointment.
After using two cakes of soap and part
Of a Tar Of ointment / found them to be
the greatest thing on earth. 1 advise
all those who suffer from any skin dis
ease to use Resinol Soap and Resino1
Ointment. I am glad to say that my
skin is nice and clear and l intend to
use Resinol SOAP as long as | can get II.
II. *. MATHIEU, Philadelphia, Pa"
1t is evident that common sense re-
quires everybody everywhere to have
on hand, ready for Immediate use, the
one standard remedy for all skin trou-
bles. 1t is ResinoI Ointment, put UP in
screw-top opal containers and selling
at nifty cents or a dollar. according TO
size. This ointment should occupy q
prominent place Ina every bathroom. on
cling bag, that it may be ready for I'm
mediate use. Res!nol Ointment does
not contain a particle OF lead or mer-
curry or other poison. 1t is absolutely
non -irritant and cannot in5ure the most
delicate skin. II is highly recommended
by physicians and nurses. For years
Resinol Ointment has remained the
standard remedy. noted for Its effec-
t~iveness and complete harmlessness. II
is sold bx druggists everywhere. Resi-
mol Chemical Co. Haifir1ere. Ma.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
DREYFUSS FIGURES O'TOOE WILL BECOME
PIRATES FOURTH PITCHER and WIN FLAG

bitter battle for the National League
p%ennant. We have been keeping near
the top With our present pitching staff.
But We have been unable to win the
few games necessary to put us in
'front.'. We have been just a fraction
short OF the top-notchers all along.
I'VE have three twirlers- who have
done grand, consistent work. Adams.
Ieif1eld and Camnitz have won a big
majority of their games. | believed
that if we had another consistent win
ner on the pitching staff we would he
able to cut down the lead of our rivals
and eventually win the pennant.
at is needless for me to try to con-
ceal my desire to land another winner.
That is the secret Of the deal. Twenty
two thousand five hundred dollars is
the largest sum ever expended for a
single player. But | am taking the
nance that it's return will be a Ma
tional League championship and a
share in the rich worlds championship
spoils.
IF my guess works out, then it will
have been money we'll expended. We
were in a worlds series in 1909. The
P%ittsburg clubs share hat yea was
over $50, 900. We won h series from
Detroit. Suppose we do that we'll this
year? Then 1 think the public will
agree that the money put into O'Toole
was well expended,
However, that is not the only thing
to be considered. O'Toole will be a big
card, even before the pennant fight is
decided. His reputation makes him a
card. but the mere fact that / paid SO
large q sum for him will attract the
fans. They will var to see the s22, 500
beauty. the highest priced player in
baseball That means bigger crowds al
u own park during the remainder of
the season, and at every city in which
we play. The Pittsburg club reaps the
benefits right away
However, | was not figuring alone
on the present. O'Toole, though not a
novice, is still a comparatively young
man-only "a. He ought to have ten
more years of solid baseball in him.
If he is a winner through those years.
he will be a drawing card for the club
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27

right along, and we will be realizing
on our investment as long as we keep
him. If he should turn out to be a
second Camnitz, Mathewson or Brown,
we can scarcely estimate how much he
will be worth to us.
If l We're asked to tell in a word
why | bought the man, I would reply
because we need him. / measured
his value by u necessity. If we had
had one other winning pitcher on the
staff, it is not likely that 1 would have
worried much about O'Toole.
Maybe | gave the matter more
thought than my rivals, who may be a
trifie better fixed than the Pirates In
this one department. watch the race
pretty closely. and 1 came to the con-
clusion some time ago that we were
handicapped by not having one more
good pitcher. I sent one of my scouts
to look at O'Toole. He reported h a
the young man was the best pitcher
he had seen this year. Then I went
and looked at him--that concluded the
matter. He impressed me as the most
likely looking twirler of the season.
and I bought him." ,
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
FUTURITY WON'T
BE RUN THIS YEAR

NEW YORK. July 27.-Breeders and
owners Of tho%ronghbreds entered in the
1911 Futurity are being officially noti-
fed today by the Coney Island Jockey
Club that, in consequence of the exist
Ing laws. there will be no fall meeting
at the clubs course and that, there
fore. the famous Futnrlty has been de-
clared off. seYenty-tgo horses we're
still in the stake, which would have
been worth ahoiit $4,000.
whether there will ever again be an
other Tuturity depends upon legisla-
ton. according 10 the jockey cl.io.s
secretary The famous race. first run
in 1885. was for years the most Vault
able in the world. the prize money
ranging from $40. 900 to $4,000,
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
ESSEX COUNTY PARK
TEAMS PLAY BALL

Iryington defeated the Branch
Brooks in an Essex County Park
Senior | asue game yesterday after
noon at Irvington Park, 6 to 3. Kelly
pitched like a Lacquer for the Camp
tow ners Dalton's home run was the re-
deeming feature of the Branch's play
ing. The score by innings: R.H.b.
Irvington -. | 0 100000 N--6 8 3
Branch Brook. 0 0 o. 0 2-3 5 3
Batteries-Kelly and Crawford; Re
heis and Hallett.
In a County Park Junior League
game at West Side Park yesterday
afternoon the West Side Juniors white
washed the Riverside Juniors. 2 to 0.
Schaub held the Rivers to one hit. IT
was his third one-hit game this sea-
son. Eels also pitched fine ball, allow
ing the winners but three hits. The
score by innings: R.H.E.
West Side Jrs. 0 0 0 0 0 0 l x-2 3 l
Riverside Jrs.. 0 100000 0 90 l 3
Batteries-Schaub and Combs: Eels
and White.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27

When President Dreyfuss, of the
Pittsburg National League Baseball
Club bid up to $22. 500 for Pitcher
O'Toole, of the st. Paul American As
ISOLATION team, and purchased hin at
that price he closed the biggest deal
ever made in baseball for a single
player. But could a minor Lacquer be
worth S22, 900 to a major league team ?
President Dreyfuss has been asked for
a reply. He says:
THE investment of a sum like s22. 500
in a single ball player seems at first
thought like taking a gamblers chance.
The casual observer would probably
conclude that the chances OF ~realiza-
ton on the investment are compare
lively small.
But it is certain | did not make the
deal for Pitcher O'Toole, of st, Paul,
without giving the matter careful con-
s~ideration. I figured it this way:
"Pittsburg is just now engaged in a
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
OLIVER SIGNS FRANK MGRATH
TO PLAY OUTFIELD FOR PARKVIEWS
Former Newark County Lacquer
Expected to Make
Good.
BY SEMI.pRO.

FRANK McGrath has beer signed bv
Wally Oliver to play with the Park
view A, c, for the balance of the sea-
son. Mac was a pretty handy man
with the Newark County League team
last year both in the outfield and
pitchers box.
Several clubs had his services this
season and his work with the General
Electrics in the Manufacturers League
attracted the attention of Oliver.
,McGrath is a s%trapping young chan
He had something to do with the de-
feat of the Milford nine on July a.,
when Roger Salmon lost out. / to O.
1t was Macs sacrifice that put his man
IN second.
The veteran Billy H~agenbruck thinks
that Mac has the ground work If a
good pitcher.
Joe scnott, the former semi-pro star,
is no longer chasing flies and ground
ers. He's moving down the skeeters
in the county parks since he got his
badge.
Jimmy Lunny claims he is scouting
for Joe McGinnity and Larry Schlaiy
on Saturdays and Sundays. In real
life James is a plainclothesman in the
Fourth precinct.
Some of the associations in the
Manufacturers League sem scouts
through the mining districts in Penn
sylvania for talent. That's going some.
%
It's almost a certainty that the Iron
side A. c. will not put a team in the
field this season.
Bugs" Raymond is now an umpire.
Frank Kloss. who is associated with
Casey's Ironside Field Club, made a
stab for Bugs, but he has not re-
ceived a reply to date.
The file department of the Prudential
Insurance Company will cross bats
with the tracing department tomorrow
afternoon at Branch Brook Park, this
being a league game.
o
Some record for Dellufo. who caught
for Verona against the Eagles Satur-
day. He made four safe hits out of as
many times at bat: threw out nine
players at second md stole three bases.
%"
Frank Boutillier. the veteran pitcher.
who has again taken up umpiring,
worked to the satisfaction OF both the
Ironsides and Park Views sunday.
o
An interesting game is expected at
New Providence Saturday, when
Arthur b. Baleom's boys tackle the
Madison Y. NJ. G. A.
o.
1t will be the Armory A. G. with the
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27

Clarke is now but seven points beninl
Kramer in the championship race.
Kramer has 45, while Clarke has 81
points.
Goullet was unable to ride last night
on account of sickness. He contracted
a severe cold and was advised by his
physician to lay off. He received a bad
spill in training. too.
O.
Clarke boosted his stock by his game
riding. Many of the fans seem dis
pleased with the way Kramer at vari-
Gus times neglects to ride in a handicap
when he is defeated in an open event.
o
Cavanagh is some rider. The boy
really does not know his ability. 1t is
thought that he will complete range
ments to go to Canada today to ride
the Canadian champion.
A Judge has now been placed under
The stand, directly on the finish line.
Evidently the judges are trying to do
their best.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
$4,000 STAKE
GOES TO FORMER
DELIVERY HORSE

As had been confidently expected by
the close students of form. the chestnut
gelding, r. r, G., in the outfit OF
Tommy Murphy. annexed the $1,000
furniture manufacturers stake for 2:l2
trotters at Kalamazoo.
r. T. C. was easily the big show,
and while he lost the third heat by rea-
son of a bad break at the quarter pole,
the winner of this heat, Belbasia. in
the Cox outfit, does in no way class
with the ex-delivery horse as a speed
marvel and a slayer.
r. r. c. stepped to a record of 2:06s4
in the second heat and at this time
would appear to be one Of the very
highest class trotters that has appeared
or the grand circuit in years.
Charley Dean, who first brought out
the sensational Minor Heir, won the
2:11 pace with Annie Laurie. and while
the gray mare Zombrewer, in the out
mt Of Billy Snow, WAS easily the class,
she went lame in the second heat, and
1t was necessary to draw her. She won
the first heat in pose and the ultimate
winner of the event did not beat 2:06A.
Gus Marcy won the 200 trot with the
chestnut gelding Gold Dollar, reducing
his record to 2:o6A, in the first heat.
At this time the son of Pulsrs would
appear to be a very worthy ace horse.
and his recent performances would in
dictate that he will be a big money win
ner this season, Notwithstanding the
fact that the anvil Chorus were
after him good and strong early in the
spring.
Last years f~uturity winner. Twink
ling Dan. q son of the champion Dan
Patch, won the 200 pace, after drop
ping the second heat to Don in 2;0Si4.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
DALLOY BEATS THE
MORRISTOWN NINE

With Vic Dalloy on the rubber, the
Public Service Corporation team do
feated the Morristown A. A. at Nor
ristown yesterday, I to /. swenson
pitched for the home nine. In the fifth
inning Eddie Welsh, the nome teams
left fielder, was hit in the head by a
pitched ball and knocked unconscious
but he is not seriously hurt. The score
by innings: R.H.E.
P. S. C......... 0o2s0o02-7 s I
Morrist' wn A. A. 0 0 0 0 1, o OIL 5 :
Batteries-Dalloy I'M Levine; SVEN
son and Sturgis.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27

%
Andy Brown, the manager of the
Mergott team, of the Manufacturers
League, is anxious to book his team
for Sundays.
On Sunday afternoon Wally divers
Park View team will tackle the Insti-
tute A. c. The former will pitch Banta
or Lyons and the 'Ins' will work Hes
terrier or Finn.
McCarron pitched the Ordinary
Mathematicals to victory over the Or
binary Policy team in the Prudential
League at Branch Brook Park yester-
day afternoon. The score was ! to 4.
Mae allowed but three hits.
.
Heimstra. of the Madisons, is some
twirler as we'll as a shortstop. Heybeat
the Northfields Saturday, 5 to 4. hav-
ing nine s~trikeouts to his credit.
.
Percy Reeves will twirl for the Or
ange B. B. c. in the game against the
Ironside A. c. Sunday morning at Park
View Oval. Percy held the Indepen-
dents to one hit at Rutherford last
Sunday, and is said to be in fine form
Wally Oliver. the hustling manager
Of the Park Views n veteran back
stop, has signed Less Teed to pitch
for his team for the balance of the
season. He will pitch against the In
stitutes on Sunday. Sachs will re-
ceive hin and Hesterfer and Rurdette
Will be in paints for Mcouade's outnt.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
E. P. HARMED BEATS
TOUCHARD In FINALS

BOSTON, July 27.-E. p. Larned, of
Summit, N. j., defeated G. +. Touch
ard, of New York, In the final round
of the lawn tennis singles tournament
for the Longwood cup on the courts
of the Longwood Cricket Club today,
the scores being 6--S, 81. SIS, Cd.
w A. Larned, the holder Of the
Longwood title, will not defend the title
this year for purely sentimental rea-
sons, moi caring 10 play his brother.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
ATHLETICS GAIN
ON DETROIT CREW

Yesterday esu1ts
st. Louis. 7; New York, 6 DIST game).
New York, S; st. Louis, / cd game).
Boston. 3: Chicago. /.
Washington, II; Detroit, 5.
Philadelphia, 6; Cleveland g.
Games Today. 80
Detroit at Washington. .
Cleveland at Philadelphia.
st. Louis at New York.
Chicago at Boston
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
TWENTY POINTS
SEPARATE LEADERS

Yesterday Results
New York. s; Cincinnati, 3.
Pitteburg, IL. -3rookivn, l.
Chicago, 4: Boston, ! list game.
Chicago, z: Boston, 2 cd game.
.r f4s st. Louis. T; philadelphia. s.
Games Today =.
New York at Cincinnati.
Brooklyn at Pittsburg.
Philadelphia at st. Louis.
Boston at Chicago.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27
NEW ENGLAND LEAGUE

At worcaster-Worceste s, Fall River 3.
At Loweil-Lowel 6, New Bedford 9.
At LHwrence-Ffrst game, Lawrence 10,
Brockton 81 second game, Lawrence s,
Brockton Q.
AT EIaverhill-First game. Lynn 10. Hav-
erhill 6; second anne Haverhill |. Lynn 0.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27

1t win be the Armory 4, e. with The
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27

An interesting game is expected at
New Providence Saturday, when
Arthur B. Balcom's boys tackle the
Madison Y. NJ. G. A.
Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1911-07-27

Frank Boutillier, the veteran pitcher.
who has again taken up umpirine,
worked to the satisfaction of both the
Ironsides and Park Views sunday.