davidaulloa/AmericanStories huggingface dataset:
The Glenwood post., 1911-04-22
HONESTY FIRST REQUISITE
Underlying Principle Of Successful
Advertising II. N. Mckinney
Tells Harvard Students.

The students of the graduate school
of business administration at Harvard
university were told some facts about
advertising recently by H. n. Mckin-
ney of Philadelphia. He took for his
topic, Advertising Power In the
Molding of Thought" Mr. Mckinney
is connected with N. w Aver Son,
an advertising agency of Philadelphia
advertising is the art of creating a
desire, or increasing an already exist
ing desire, and fixing it upon some GER
tain article until that article is pur-
chased. Advertising is the silent
salesman. repeating the selling argu-
ment until 1t fastens itself In the mind
of the reader Advertising is not a
get-rich-quick scheme. 1t is not an
easy road to success. 1t is hard,
painstaking study of human nature in
all its phases, and It's success Is an
evidence of correct understanding of
the human mind.
The underlying principle of all ad-
vertising is always the same-the ap-
plication of the principle is rarely
twice alike The principle is the crea-
,sion of thought, and the molding of
that thought in a given direction. 1t
matters not whether the article adver-
| tised is a railroad bond. diamond
bracelet or a package of food; the OBJ
| iect of the advertiser is to create a de-
sire for that particular thing so in
tense that a sale follows.
While the principle is unchanging
and unchangeable, the application of
IT must be fitted to each individual
! case and not small part of many ad-
yertising failures is due to the assump-
| ton that because certain line of ad-
vertising has been successful in one
| case 1t will be in another. The right
| principle was wrongly applied, with
resulting failure.
| The first and most important reQui-
| site of all advertising is honesty; no
success car He permanent unless hon
| esty is the foundation upon which
| everything else is built. The article
advertised must be honest in its manu-
facture, in its appearance and in It's
price while the advertising must be
| honest and truthful in all statements
and in all impressions and differences.
Il believe that at least one-half of
| the hundreds of millions of dollars an
nually expended in advertising in all
| the United States is utterly wasted,
and this is very largely because of the
| popular idea that anybody can attend
to the advertising OF business
The Glenwood post., 1911-04-22
New Mexico.

The output of the Socorro mines at
Mogollon for March will exceed that of
any previous month.
The United States Copper Company
capitalized at 100000, shares 81 each
full paid and worcestershire, which
stock. will be sold at par, or 81 per
share, cash or installments, is being
organized at Silver City to take over
and operate the Philadelphia group
and mines of the Philadelphia Copper
Mines Company, under the terms of
the option by which the property was
sold last year for s164,314.4O.
Fuel oil promises to revolutionize
the mining industry of the Mogollon
mining district. So remarkable have
been the savings effected by the Dead
wood mill which installed crude oil
engine of 1876 horsepower Franchetto
type, that other large operating COM
panies are. figuring on putting in the
new fuel and one company, the Socor-
70 Mines, is seriously considering in
stalling one or more engines.
In the Gold dust mine at Mogollon
the work is progressing nicely with a
force of twenty men.
The Glenwood post., 1911-04-22
CLASSIFYING
USTOM RS
Some Hints for the Salesman

Customers are not paper dolls.
They must be classified and treated
according to their class
Although you know your stock per
fectly and have yourself inventoried
and well in hand, you can never do
yourself justice as a salesman until
you study your customers.
If you treat them all alike you will
get into sing-songy rut, and life will
be a burden to you and everyone to
whom you talk.
Great things are being done in
character-reading these days. There
is a bright little lady in Boston who
teaches the art and demonstrates her
skill by reading strangers characters
at her public lectures.
Customers may be divided into two
main classes; those who want cold
facts only and those who must be
wheedled-appealed to through their
sentiment.
To the first you are simply cata-
logue, and to sell them you must have
the specifications selling points and
the makers guarantee, If there is one,
at your tongues tip. He or she prob
ably knows what is wanted and wants
you to produce it. If such one is
convinced by reading an advertise
ment, produce the article or offer to
get it.
To run down the article is to
argue against your house, yourself
and the sale
The first class is increasing, as peo-
pie are being educated by adverti-
sing and experience Women as
class are better buyers this year than
they were last and will as rule re-
sent substitution. The Just as
good talk makes them angry. So
don't be afraid to list their demands
IN your want book, and stock up II
you get repeated calls.
Remember, your personality, your
small talk or peasantries count for
little with these shrewd buyers, and
woe be to you if you do not analyze
them quickly.
Study your customer early and close
ly and be sure of this fact, that it is bet
ter TO treat all shoppers as if they
were of this class than to err on the
other side.
If they are not decided as to what
they want, seek to learn it quickly.
accurately and produce the goods with
a short. concise talk about them.
Don't talk too much tn this class,
l beg of you; remember, you are
catalogue, so don't run to fine print,
and they'll come again and send their
friends.
Usually they are undecided open
to argument and easy to sell-the
first time. They are free with their
condolences and expect the same
shy person, the bargain hunter, the
woman who cannot concentrate, and
other funny folks. Each needs spe-
cial treatment; each appreciates cour-
teous attention. So analyze them all
and be patient with them all, for
somebody has to overlook a whole lot
of faults when you and ! go shop
ping.-From Butterick's Bulletin.
The Glenwood post., 1911-04-22
A really good advertisement,
like a mirror. will show things
just as they are.
Mus. Advertise to Keep in Market.

Advertising was characterized as
the missing link between success and
failure" by X. +. Sutherland of Oma-
ha, to the members of the National
Brick Manufacturers association at
their meeting in Louisville recently.
Mr.. Sunderland told the brickmakers
that they would have to advertise if
they wished to keep their place among
the industries of the world
We have simply been asleep" he
said We have not advertised Our
competitors have advertised and as a
result they are getting the business
When you buy soap or aour or any
other commodity what brand do you
buy? The brand you always see ad-
vertised, of course 1t is the same
way with the home-maker. When he
proposes to build a home he simply
goes by the advertisements and he
never sees a brick advertisement.
The only advertisements he sees
are of cement and stucco and wood
work Consequently we lose his trade
He almost forgets there is such a
thing as brick It is now up to the
brick manufacturers to advertise If
they want to keep in the market"
The Glenwood post., 1911-04-22
IN OBEDIENCE TO ORDERS
French Boy Caused MerrIment by
Taking the Order Of the Court
Too Literally.

A droll incident Is reported as hav-
ing taken place In one Of the pro-
vincial appeal courts in France. A
boy, about IA. was summoned to give
evidence. and his appearance was such
~ to move tho whole court to laughter.
He wore long redingots. peculiar to
the Basque country. and immense
boots. His trousers. collar and hat
were unquest1onAbly those Of . man
The court was oonvulssd, and the
president asked the boy how he dared
to treat the court in such . manner.
The boy seemed ~ surprised ~ the
president, and taking out the citation
from his pocket read the formula tn
viting him. "Comparaitre dams les AZ
faires Dc son psrs." (To appear in
his fathers suit)
The Glenwood post., 1911-04-22

hams Vegetable Compound was req
commended. and after taking three bot
ties she has regained her health, thanks
to your medicine. I can recommend u
for all female troubles."-M l. A.
CoRKRAN, 1108 Rutland Street, Balt1-
more, Md.
Hundreds Of such letters from moth.
ers expressing their gratitude for what
Lydia E. Pinkham's Vegetable Com
pound has accomplished for them have
been received by the Lydia e. Pinkham
Medicine Company, Lynn. Mass.
Young Girls, Heed This Advice.
Girls who are troubled with painful
or irregular periods, backache, head
ache, dragging-down sensations, faint
ing spells or Indigestion, should take
immediate action and be restored to
health by Lydia E. Pinkham's Vege-
table Compound. Thousands have been
restored to health by its use.
Write to Mrs. Pinkham, Lynn,
Mass, for advics. free.
The Glenwood post., 1911-04-22
ADVERTISING NUGGETS
BY WIN. C. FREEMAN

I The church that will advertise
that its minister is human be-
7 ing, that he loves humanity, that
its choir sings the old hymns
{ and sings them well, that will
! welcome strangers, that Will
{ open up its pews cordially just
! as a man opens the door of his
{ home to a friend-such church
! will not have any trouble In
{ keeping its pews well filled.
George Washington has had
! attached to his name an adver-
{ tisement that has lived about
7 40 years, because he was slip
of boy when his father ac-
7 cused him Of cutting down a
cherry tree, and he acknowl-
I edged that he had done so by
! saying:
Yes. l did 1t, father; | can
! not tell a lie"
There has never been record
ed. so far as | know. any state
{ ment contradicting that George
Washington said this, so the
{ advertisement may be accepted
! as truthful advertisement.
! Many a merchant thinks he
{ cannot afford to advertise when
hip uSpi
by big advertisers. He forgets
that those same big advertisers
had to start in small way-had
! to creep before they walked.
No man should be discouraged
! about starting advertising in a
small way. 1t is the only way
he should start, and it will pay.
for example:
Two advertisers started using
two-inch advertisements in two
newspapers in big city some
twelve years ago.
The advertisements ran three
! times a week. and they paid
for position. Their announce
! ments always appeared on the
same page and they were there
! regularly, fall and winter, spring
and summer.
7 Today both advertisers are
doing very large business and
each is worth more than mil
lion dollars.
The Glenwood post., 1911-04-22
THE ALARMING PREVALENCE
OF ECZEMA
Flnds Victims Among Every Race,
Age and Condition.

OF all tho diseases Of tho skin and
scalp which torture and disngure mAn-
kind. thrsefourths are eczematouA.
Millions are born with eczema, and It
Is the only thing other millions have
left when they die. Neglect in infancy
and childhood, irritating conditions af-
fecting the skin. ignorance OF its real
nature, improper remedies and many
other causes that might be mentioned
have created an eczema which, with
varying severity, has afflicted count
less numbers during their entire nvea.
Eczema is a skin disease. 1t is not re-
garded as hereditary, nor contagious.
and is imparually distributed among
the rich and poor. the high and low.
The agonizing itching and burning OF
the skin, causing loss OF sleep. is usual
ly tho most distressing symptom and Is
caused by the bursting Of little vesicles
nlled with an acr1d fluid. which burns
as with fire the denuded skin. New
vesicles form, fill and burst, scales
form upon scales, and crusts upon
crusts until Disagreement is added to
torture
One OF the most successful treat
ments for eczema, whether applied to
the youngest infant or the oldest per-
son. is hot baths with Cuticura Soap
and gentle anointings OF Cuticura oint-
ment For more than a generation.
these pure, sweet and gentle emolli-
ents have proved the most efiicient
agents in the speedy and permanent
relief Of all forms OF eczemas, rashes.
itchings and irritations OF the skin and
scalp. Although Cuticura soap and
ointment are sold by druggists and
dealers everywhere, in order that
those who have suffered long and
hopelessly and who have lost faith in
everything may make trial of them
without charge, liberal sample OF
each will be mailed free to any ad-
dress, together with a 32-page pamph-
let, giving a description and treatment
of the various forms OF eczema, as
well as other affections OF the skin,
scalp. hair and hands-send to "Cutt-
cura," Dept. w, Boston.
The Glenwood post., 1911-04-22
War on "Moonshiners."

Last year revenue officers took and
destroyed about two thousand stills
averaging about fifteen gallons of
moonshine a day. Revenue agents find
the stills by following streams and
discovering signs of distillery refuse
In the water, and on the banks. Most
of the moonshiners hang out in one
night stands, moving their stills every
day in wagons
The Glenwood post., 1911-04-22
Busted

Many . man goes broke-in Health
then wealth. Blames his mind
says It don't work right; but sll the
time it's Ids 6orcsis. They don't work
liver dead and the whole system gets
ologged with poison. Nothing kills
good, clean-cut brain action Ike con-
stipation. CASCARETS will relieve
and cure. Try 1t now. ~
CAsCARKTs loo . boz for wssA's
treatment. All druggists BiSxsst ssl1ss
h ths world. Million boxss Q monfh
The Glenwood post., 1911-04-22
A Problem Solved.

Newspaper advertising has solved
the problem of diminishing returns.
1t has discovered the utter fallacy of
trying TO hit 90,O0O.0OO people with
magazine distribution that knows
neither concentration nor conscience.
Exchange
The Glenwood post., 1911-04-22
x4%<<<%%%+++++%<<<<<%<<<,
at never hurts any business
to quote high prices on high
ouality."-Profitable Advertising.
The Wise Salesman.

The wise salesman is not the man
who has line of talk that would sell
kindling wood in hades." The wise one
would market his kindling wood
where he could hope for repeat or
der.
The Glenwood post., 1911-04-22

Deaths From Wild Beasts In india.
Wild beasts and snakes were the
cause of ~71.904 deaths in India in
1908. Tigers killed 900 people, leop-
ards 803. wolves 26s. other Wild AMI
mails $50, and snakes 1878, while
1895 wild animals and 7o,4s4 snahss
were destroyed.
The Glenwood post., 1911-04-22
Serve Facts AttractiveIy.

The facts, it is true, must sell your
goods, but why offer them cold? They
can be made very tempting by warm
ing them up a bit and serving them
attractively.
The Glenwood post., 1911-04-22
Good Reason for IL.

Il see a premier danseuse is ad-
vertised to dance with five snakes
twined about her"
Should think she would II q
snake got on me I'd bet I'd dance.
Stray Stories.
The Glenwood post., 1911-04-22
Sufficient CSuse.

She-How is it that the Yearwedds
do not speak to you now?
Helm the man who introduced
them to each other.
The Glenwood post., 1911-04-22

daughter Alcd VINO
was restored to
health by Lydia h
'Pinkham's Ve9eta.
Bile Compound She
was pale, with dark
circles under bag
eyes, weak and I'M.
table. Two Different
doctors treated hoR
and called 1t Green
Sickness, b ut sh .
grew worse all the
Time. LYDIA E.PtpG.
The Glenwood post., 1911-04-22

DR.. Pisrce's Pleasant Pellets curs oonst5
patton. Constipation is the cause Of many
diseases. Cure the cause and you Gurs
the disease. Easy to take.
The Glenwood post., 1911-04-22

Mrs.. winslow.s Soothing Syrup for Children
teethinK, softens tho gums, reduces inhAmu A-
tion. allAys pain, cures wind collie, No bottle.
The Glenwood post., 1911-04-22

The errors Of . great mind are
more edifying than the truths Of .
nttle-Born1.
The Glenwood post., 1911-04-22

1t IL tho doing. not the saying. that
makes the hero.
The Glenwood post., 1911-04-22

Garfield Tea, Herb remedy, overcome
constipation, indigestion and sickheadache
The Glenwood post., 1911-04-22

Ignorance OF ones misfortune II
clear gain.-Euripides.
The Glenwood post., 1911-04-22

Garfield Tea contains no harmful drugs.
Composed Of Herbs. 1t L. an ideal laxative.
The Glenwood post., 1911-04-22
MY
DAUGHTER
WASCURED
BY Lydia e. Pinkham's
Vegetable Compound

Baltimore, Md send you here.
with tho picture Of my fifteen year old
The Glenwood post., 1911-04-22

am a man, and nothing that con-
Germs a man do | deem matter Of
Indifference to me.-Terence.
The Glenwood post., 1911-04-22
WE STER
MINING NEWS
I N 3 r | { =

THE TREND OF METAL PRICES.
silver NEUTRALITY-SUSPICIOUS.. sO.5S Z,
IopPeF ......... Sl1.S. "a l2.Oo
Spelter .................. SIS 80
The Glenwood post., 1911-04-22

Laugh at fool and he imagines
that you are laughing with him.
The Glenwood post., 1911-04-22

'9" tb;a ~ ss dys - lHf nsfss eS. ~ abs. ThsI
The Glenwood post., 1911-04-22
DEFIANCE Cold Water Starch

ph1En1S Fortune. are made in patents. Pro
Fitzgerald D Co., Box X. Washing ton, d. Q.
The Calumet news. [volume] (Calumet, Mich.) 1907-1938, 1911-02-22
PROGRESS ON THE BRIDGE.
Work Probably Will be Completed
Early Next Week.

The work on repairing the Portage
Lake bridge is being rushed by the
Houghton County Traction company
and il looks now as though It would be
completed by the early part of next
week. About half the ltoor and new
track on the Houghton end of the
bridge have been laid.
A force of men directed by the Cop
per Range railroad engineer is repair
ing the abutment at the north end of
the structure. That end of the bridge
will be raised and will make the oper-
alton of the draw easier. While this
work is going on it is necessary for all
cars to exchange their passengers and
even at night it is not possible for the
street cars TO cross the draw. A force
of men under the direction of the
county bridge committee is painting
the iron work Immediately under the
floor and during the summer the coun-
~ will have the remainder of the
bridge painted.
The Calumet news. [volume] (Calumet, Mich.) 1907-1938, 1911-02-22
MADE THEM REMEMBER.
Customs of the Old English Court of
Forest Reqarders.

The great forests of England were
for centuries royal property. They
were kept from settlement and en-
croachment by the strictest laws and
the severest penalties. To enforce the
laws great number of officials Were
appointed. There were warders, YER
derers, foresters and regarders, and
there were special courts to try cases
of trespass, pOaching and like offenses.
1t is of the regarders that Mr.. Nor
way writes in his Highways and
Byeways In Yorkshire" He is deal
ing with Sherwood forest of Robin
Hood fame:
81 know not with any certainty what
may have been the boundaries Of this
forest in ancient times, for that ex
cellent custom of the court Of the re
garders has gone out Of use, which
was wont To impress the bounds 50
firmly on the memories of those who
dwelt in the neighborhoOd
"The regarders used TO take survey
Of the forest every third year, and in
their train went Il number of boys col
lected willy nilly from the immediate
vicinity. The boys were chosen be-
cause It was held that the memories
of the young are good. Yet it was
found to be desirable to impress them
firmly with the actual limits lest any
wandering fancy should distract their
attention ut the important moment,
and SO the boys We're bumped heavily
upon the ground whenever the bound
airy was reached, or if the limit wera
a stream that was much better, for
the urchins were thrown in and pad
died about until their attention was
awake
ais that stream the boundary?' one
OF these witnesses was asked in his
ripper age.
"'Ees,' he answered hastily. ices.
that It's. I'm sure OF by the same
token that | were tossed into't and
padded about there like water rat
till 1 were haafc dcead'"
The Calumet news. [volume] (Calumet, Mich.) 1907-1938, 1911-02-22
"COPPER" COUNTRY
man AT HEAD
THORNTON A. GREEN OF ONTO
MACON IS MADE PRESIDENT
OF U. p. DEVELOP
MENT BUREAU.

Thornton A. Green of Ontonagon
was elected president of the Upper
Peninsula Development Bureau organ
lied at Menominee yesterday, and five
other copper country men were placed
ON the board of directors, They are
John T. Mcnamara, John A. Doelle, A.
p. Hamar j. H. Jasberg and Fred w.
Nichols.
Three hundred enthusiasts from all
parts of the upper peninsula were pres
ent at the meeting. w. E. Davidson
of Sault Ste. Marie was elected presi-
dent.
1t took all day to perfect the organ
ization and agree upon the terms and
methods. Ii was decided to operate
through board of directors. five from
each county. The society is also to
have an executive committee with one
man from each county. The member
ship is unlimited and includes indi-
Vlduals and corporations. The society
incorporates with headquarters at Me-
nominee. This, however simply means
that Menominee is the legal residence
OF the bureau and the work of the or
ganization will be impartial and gen.
eral in its application.
The sessions We're presided over by
Mayor Frank Sullivan Of the 500 with
Robert Douglass, chairman of the
county board of Gogebic as secretary.
Addresses were delivered by William
Kelley of Vulcan, representing the
public domain commission: President
Volta of the county agricultural
school; Magnus Nelson. the local farm
er who has won all the apple prem
iums at the state fair; Rev Jodocy,
the missionary farmer; O. w. Robin
son of Chassell, and many others.
Delegates are Back.
Houghton county delegates to the
returned today and are
very enthusiastic over the organiza-
ton which has just been brought
about. John r. Mcnamara voiced the
sentiment of the entire party when he
stated this morning that he believed
the development bureau would be
productive of much good.
THE feeling expressed at the meet
ing shows that the residents of Upper
Michigan have been thoroughly arous-
ed and are now prepared To grasp
every opportunity for building up this
section" said Mr.. Mcnamara, "and Il
believe it will not be long before di-
rect results of this activity will be
noticeable in the copper country as
well as in other parts of this district"
The Calumet news. [volume] (Calumet, Mich.) 1907-1938, 1911-02-22
Houehton Department
METEOROLOGICAL
CHART ISSUED
WEATHER BUREAU PREPARING
VESSELMEN FOR THE CON-
ING SEASONS NAVl-
CATION.

The monthly meteorological chart foi
March has been received by Weather
/ Observer Cowdrick and will be posted
next week. The chart gives valuable
data for vessel men regarding IN,
opening of navigation the weather
which may be expected the location of
wireless telegraph stations and other
data. As the first chart of this kind
vas issued by the government in Jan
uary, It's usefulness has not been fully
determined, but from the success
which the ocean charts have met. IL is
thought the innovation will be a val
liable aid 10 marine men.
The following are the individual
dates In March on which navigation
opened earlier than the average dates:
Lake Superior: Eagle Harbor, 1873
1908, on 3Oth. 1873; Two Harbors.
1SS3-19OS, on 25th, 1898; Ontonagon,
1SS3-19OS. on gath, 1898, and 29th,
1901; Whitehsh Point, 1S7S-1sOS, on
3Oth, 1902.
For vessels navigating the great
lakes knowledge of the magnetic var
iation is Indispensable.
The magnetic variation changes
from two to four minutes a year. The
variation increases westward and de-
creases eastward. Local conditions af-
feet the variation on Lake Superior. i'm
the vicinity Of Two Harbors. Grand
Marais Harbor, southwest and north
east points Of Isle Royal, Porphyry
Point southwest of Isle St. Ignace.
north-of-east of state Island near the
coast line, and on the south coast near
Marquette; on Lake Huron near the
southwest coast of Cockburn Island;
and on Lake Ontario near Kingston.
The lowest temperatures ever re-
corded during March are as follows:
Alpena, 10 below, 1884; Buffalo, 4 be-
low, 1856; Chicago, II below, 1873;
Cleveland, below, 1856: Detroit, be-
low, 1872; Duluth, 20 below. 1875; Erie.
] below, 1SS4-5-6, and 1901. Escanaba,
% below, 1884; Grand Haven. 8 below.
1885; Green Bay, % below, 1890
Houghton, Is below 1906 Marquette,
16 below, 1884; Milwaukee, s below,
1884; Oswego, II below, 1872; Port HUI
ron, II below, 1885; Rochester, below,
1872. and 1885; Sandusky. below,
1855; Sault Ste. Marie p below, 1890;
and Toledo, below, 1873.
Icc.-The greatest average thickness
in inches, Of ice in harbors, etc, during
any March, for the period of 19O0-1910,
occurred in 1904.
The average thickness Of ice dimin-
ishes rapidly during the last half Of
the month; at many places it was diff
hcult to measure.