davidaulloa/AmericanStories huggingface dataset:
Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1912-02-14
AS to Originality.

Originality. the-real originality-is
not common quality. 1t is, in fact.
something somewhat rare We can
not all attain to it, and the best thing
meantime is to put new value on
what would otherwise be, or might be,
without our help, commonplace. It
was Solomon, | believe, who said there
is nothing new under the sun. and our
Wendell Phillips carried this idea so
far that he wrote and re-wrote and
exploited his very best lecture-that
on 1.-The Lost Arts"-to prove that the
Egyptians, Thebans and Etruscans
did everything we do centuries before
the Christian era, besides lot of
other things that we have never done.
And he made his ingenious conten.
tion very persuasive and interesting.
Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1912-02-14
MAKE ADS CONCISE AND CLEAR
Meaning Should Not Be Left to In
ference of the Reader-study
Both Sides of the Case.

It is understood at the outset that
before one thinks of attempting to
write an advertisement that he should
familiarize himself thoroughly with
the thing to be advertised-should
have a complete knowledge of its
uses and special advantages, and the
particular field in which the appeal
is to be made. This is so obvious
that it scarcely requires mention.
Taking it for granted, however
that the ad. writer has studied up
the proposition and understands 1t
clearly, the first step is to realize
: that an advertisement cannot be
written successfully at a moments
notice. The amateur in this work is
apt to treat It too lightly; many seem
TO think that any sort of reading mat
ter to fill the space with some large
type thrown in and a picture, con-
stitutes an advertisement. This hap
hazard method usually called in
spiration) is much used, and the re-
suits are very haphazard indeed.
The expert, on the other hand, gives
the matter careful study-that is
why he is an expert-weighing well
every word, and eliminating every
unnecessary one. He chooses and
places them with the care that an
artist would exercise in combining
she parts OF complicated machine.
And tie thoughtful student viii
realize earIy in his work that this
study is very necessary before the re-
1uiremepjs Of the good advertisement
can he fulfilled.
In writing tne advertisement one
49, r;;;c: az, -. that he mind, par
30. - s>As>zzs ';s:72nre or less
d =.
Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1912-02-14
New Market for Barrels.

A small tailor in the Twin Cities
has head for advertising. In front
Of his store stands an oil barrel with
the head knocked In. The barrel is
bright green and on It in red letters
Is painted: Stand in my barrel while
press your suit for &c."
Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1912-02-14
- T--.lfF !, q, ,,..s !
=. :. fpSc ~
&aess.

- Illustration u the
,S~gFs - In The. l5nguage qsed
acre aass1 zen gsSssaoy g number cf
iTpqs fe eassntiy : smaG booklet an,
S.-Ied fisw "a Lost s Customer.
ERslde the story might have oeeu
S'5tnat through pocr health and conse-
4eent lnattehtiou 10 4 his business
iS;issOG1eT &c i ji2ge-Iag iilness~ But
shar 'esu'- the story One opened
Ghe book to be startled by OILY two
words, surrounded by black border,
''He died" The effect is forcefoi. it
compels attention
The subjee should also be ir5ate5
as briefly as possible. and the opening
sentences. especially. should be short
Statements should be made very
clearly-the meaning not left to be
inferred by the reader. Only the
cleyerest of people enjoy a story
written in that "impressionistic"
style. and no one will bother with such
an advertisement For the sake of
clearness, too, the matter should be
Bimplifed by the exploitation of as
few lines Of good as possible and if a
humber are used, the text should be
arranged SO that each will appear dis
tinctly by itself. Otherwise it is
like so many statesmen all shouting at
the reader at once and naturally he
gets away from them as quickly as
possible.
In addition to clearness of language
and expression, there should be clear
ness of typography-it should be
easy to read and not tiring on the
eyes. This is a matter largely for the
printer, as the advertiser, unless Of
exceptionally broad experience. is
less able to judge of effects than type
setter. But in this connection, the ad.
writer should see himself that the
space is not crowded. White space
costs money. but it attracts attention
and pleases, oftentimes creating a
much more favorable impression than
an indinerently executed illustration
which would entail additional ex-
pense.
Another serious stumbling block to
the student ad. writer Is his failure
to give sufficient thought to his
proposition from the standpoint of
the buyer, and this frequently results
In completely wrong construction
IF the advertisement. His ideas
and arguments may be all right, but
he presents them from his view
point rather than to appeal to the
reader; he wears his coat wrong side
out He should ask himself: '1f /
were reader, what is there about
these goods that would induce me to
part with my money for them?"
1 Human nature is essentially selfish,
and unless this point Of the appeal |
10 the buyers selfinterest is given !
very careful study, something of it's |
weight is apt to be lost There is a
story told of an Irish Judge. who,
after hearing the plaintiffs case,
refused to hear the arguments of the
defendants attorney, contending that |
sit would have tindincy to confuse |
the coort." Do not fail to hear both |
sides Of the case before the adver-
tisement matter Is prepared.
Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1912-02-14

3 Peop.e won'; hunt around the
, Universe to get anything that
: II advertised; they nrst KNOW
; w7srs to buy L, ard 1t must Do
{ a convenient nIacs. Ia rot ehe
8 ne ,.spsper tha most natur2!
: 0Sglio g ia Ana sse 20 %sF taf4 5fso, t7i w,e;:
in thei- town they can buy tie
articles advertised?
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13
PALMS AVENUE tPavins.

1910 cubic yards OF excavation.
z14s.40 lineal feet of curbstone (new)
sfraixht
s1os.24 square yards Of cedar on con-
crete paving.
Sal cubic yards Of concrete under
and behind curb !.
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13

81 cubic yards OF excavation.
(etraight1.
6.2s lineal feet of new curbstone In
(H It. r. Medina) circles furnished by
contractor.
i1i.4s square yards Of cedar on con
crete paving.
asa cubic yards OF concrete under
and behind curb
20 linea1 feet of retaining stone, old
Medina curb may be used
81 lineal feet OF retaining plank.
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13

certined bank checA payable 10 the
order OF the Department. OF Puhlic
Works OF the City OF Detroit. as roll
lows: o.
HAzEIwooD AvENUE--S50o.
HOBART ANENUE--t50o
pATMA AVENuE-Sl, 0Oe.
ROOSEVELT AVENUE--si.0 900
sRYBIiRN ANENu lie - 900
SHERIDAN AxEN q Es-s2; zoe
LAFAYETTE AvENUE-ssoo.
ALLEY NO 2s0-ftoo
which sum will he forfeited TO the
city OF Detroit hn case the bidder falls
60 enter into contract, subject TO con-
flrmation by the Common Council Win
An nve DAYS after the acceptance OF MS
tender by the Department OF Public
Tbe bidder whose tender Is accepted
viii be required 70 furnish with his
contract an approved surety company
hond To the city az Detroit In the full
amount OF the contract price tor the
work conditioned on the full and faith-
ful performance OF his part OF the con-
The contract shall be paid In bonds
for drst paving. or the proceeds there-
~ a. sueh bonds are purchased by the
sinking Fnnd Commissioners. accord
No bids will be accepted from any
person or firm who Is In arrears or de-
fault 10 the city OF Detroit
SpecIfcations in detail for the above
work may be had on application TO the
The Department OF Public Works ex-
pressiy reserves the right to reject any
or all proposals.
(A159) j. y. nAAnER'
1851 Commissioner.
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13

si.4s nneal feet or new curpstone. in
l2-10 n n MediDa) circles furnished
by contractor.
sass square yards OF sheet asphalt
on concrete paving .. 80,
1.22 cubic yards or concrete uhoei
and behind curb,
ALLEY NO. ESQ tPayinR).
Assessment Estimates.
T2s cubic yards OF excavation.
I4704s square yards Of brick on con-
lisa iineai feet OF retaining plank
2-ln. X l2-in.
city Estimates.
IL cubic yards of excavation.
1856 nneal feet of curbstone. in (z-4
IT. r. Medina) circles furnished by
sS.5l square yards OF brick on con-
los cubic yards OF concrete under
and behind curb
20 lIneal feet OF retaining stone. old
Medina curh may be used
Note Ridders will submit proposals
for Portland cement concrete only.
The time TO be set In the contracts
for the completion , nf me above paving
HAZLEwoop AyENCE--Juiy Let
HOBART AVENUE--July LIST.
PALMA AVENUlf-July Goth.
sEYBURN AvENUE--August 10.
SHERIDAN AVENUE-August 80
IAFAYETTE AYENUE-June so
ALLEY NO. 93O--tune IS.
Said streets and alley 10 be paved
according TO the specifications for
brick adopted January 16fh. 1912.
sheet asphalt and cedar, adopted Feb
ruary goth, 1919 also 10 the estimates
OF the city Engineer. as above, and the
charter and ordinances OF the City Of
Detroit.
bidders will state the price per cubic
yard for excavation, price per lineal
foot for curbing. price per square yard
for paving or concreting and price per
lineal foot for retaining plank or
stone. etc.
Bids will only be received for the
entire OF the work OF material for any
street or section of street. as per
quantities stated in the estimates. ana
the bid will be accepted which ~ The
lowest on aggregating the above de-
tailS regardless OF any error Of extern
sions or footings made by the bidders
Each bidder must deposit with his
bid. inclosed In separate envelope
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13
sEYBURN AyENUE tPaying)

. From the south curb line OF Water
loo street to the south curb line OF
Goethe street. "a feet Wide, with cedar
blocks on concrete foundation and Be-
rea.s Medina or amy other curbstone
that may be bid upon and ordered.
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13
RoosevELT AvENuE dParlnEl

From the north line OF Me0raw ave-
nue. 20 The south line OF Grand River
Avenue. ~ feet wide, with cedar blocks
on concrete foundation and Berea. Me-
dina or any other curbstone that may
be- BID upon and OrdePed
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13

From the north line of Mack avenue
70 the south line OF Gratiot avenue, 26
feet wide. with cedar blocks on con-
crete foundation and Berea, Medina or
{. any other curbstohe that may be Bio
upon and ordered.
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13

.sAAhhE 1T. A,sENgEc ,tFavingl
20 the east curb line OF McKinstrey ave
nue.. 26 feet wide. with sheet asphai,
on concrete foundation and Berea Me-
dina or any other curbstone that may
be bid upon and ordered.
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13
HOBART AVENUE (Paving)
PALMs AVENUE IPavinEl

From the north line OF Dix avenue TO
the south curb line Of Toledo avenue.
- feet wide. with cedar blocks on con-
crtte foundation and Berea. Medina or
any other curbstone that may be bid
upon and ordered
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13

Note--The brick for paving the fol-
lowing alley will be furnished and de-
livered on or contiguous 10 the work
fha c0nf Va pt0r
The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1912-04-13

Sealed proposals win be received at
ne vfnce 81 the Department. Of Public
UrIte Detroit Mich until Monday.
APRIL ~. 1919 AZ 10 o'clock a. m. stan
lard time, az which time and place
they will be opened. for Furnishing ali
me labor and material and paving, etc.
me streets and alley named below.
within the limits mentioned In the CITY
Detroit with the styles OF pavement
win Cedar.
HAxELw0OD AVENUE (PavinEJ.
a The east curb line Of Hamilton bou-
Ievard. 80 feet wide, with cedar blocks
on concrete Foundation and Berea. Me-
dina or any other curbstone that may
be BID upon and ordered
HOBART AVENUE (Paving)
From $50 feet north Of north line Of
stanley, avenue TO the north line of
blocks on concrete foundation and Be-
that may be bid upon and ofdered.
PALMS AVENUE tPavinE)
From the north line OF Dix avenue to
the south curb line of Toledo avenue,
~ feet wide. with cedar blocks on con-
any other curbstone that may be bid
upon and ordered
RO0sEvELT AVENUE .(Pavins)
From the north line OF Me0raw ave.
nue. 20 The south line OF Grand River
avenue. ~ feet wide, with cedar blocks
on concrete Foundation and Berea. Me-
dina or any other curbstone that may
BE- bid upon and ordered.
sEYBURN AVENUE (Paving)
From the south curb line OF Water
loo street to the south curb line OF
Goethe street. "a feet wide. with cedar
blocks ON concfete foundation and Be
rea.s Medina or any other curbstone
that may be bid upon and ordered.
SHERIDAN AVENUE PsvInsD
From the north line of Mack avenue
70 the south line OF Gratiot avenue, 20
feet wide. with cedar blocks on con-
crete foundation and Berea, Medina or
, any other curbstohe that may be Bio
Deming graphic. (Deming, N.M.) 1903-1948, 1912-07-12
Elephant Butte Project.

Mr.. s. +. Veeder, electrical en-
gineer for the General Electric Co.,
who is making his headquarters in
this city, has just returned from the
proposed dam at Elephant Butte
where he was inspecting some cleo
trical apparatus for the government.
Mr.. Veeder repor is that
this will be the largest project Of
its kind the government has ever
undertaken and will require some
six or seven years to complete the
work. The government has a good
start on the work with most of the
preliminary work finished so that
the dam proper will he started very
soon.
The dam will be made of special
concrete which will be made of CO.
ment manufactured on the ground,
having a mill already erected. The
dam will be about 325 feet wide at
base and 500 feet at top and 237 IT.
high which will hold back the water
in the Rio Grande for 40 miles and
contain two and half million acre
feet of water.
The Butte, which resembles an
elephant and is located in this valley
one mile above the dam, will he ar
island when the dam is completed.
Deming graphic. (Deming, N.M.) 1903-1948, 1912-07-12
DEM|NC'S UP-TO-DATE
NEW STEAM LAUNDRY
Steinemann's Ten Thousand
Dollar Plant Now in Sue
cessful Operation
Electric Irons and all Modern
Machinery Make the
Plant Complete.

Deming can now boast one Of the
finest steam laundres in New Mex
leo. built on correct and sanitary
lines and large enough to accomo-
date a city of 200 people.
The building is 25xl00 feet, thus
aifording ample room for the big
machines and all necessary equip
ment. The cost of some machines
goes up into the thousands, for in
stance there is mangle for flat
work that looks like n large print
ing press and that turns out a. run
ming yards per minute and by
means Of which rush job of this
kind of work can be delivered in
an hour from the time it is receiv-
ed.
The sanitary drier will take every
particle of moisture from any cloth
of any texture. while YOU wait. and
all the ironing machines are operat-
cd along the same lines.
When necessity demands it
starchcd work can be delivered the
same day it is washed. There will
be- no delays in anything as Mr..
Stcincmann will personally superin-
tend every detail in the business.
Martin Hon will have charge of col
lection and delivery, and in order t.
have work on the inside looked after
by experts. the management has
employed Alvin Patrick of Gaines
vile. Texas, and c. r. Richards of
Bisbee.
Steam. electricity and gas will he
used for power and heat, dual units
making it impossible to have any
delay in the work.
Just step over there some time
and see a modern laundry at work.
Deming graphic. (Deming, N.M.) 1903-1948, 1912-07-12
Business Man Turns Down a
Bright Young Man.

A few days ago n young man ask
ed the manager of big local con-
cern for a job as office boy, and add
ed, Il would like to study your
methods, learn bookkeeping from
your accountants, and grow up with
the business. I'm willing to learn.
would start on a small salary"
Nov; my young friend" said
the manager, your ideas are all
wrong. | know you're a fine hoy;
I've known your father for years; |
would like to do something for you
and | believe the best thing can do
is to give you sound advice. Our
concern isn't training school, we
cannot accommodate those who want
to learn our methods; our men have
not time to teach beginners the fun
damental principles of bookkeeping.
etc; and besides there is a multi
tude of things that you ought to
know, that you would never learn
here. We can't use boys who are
willing to learn but we need boys
who HAVE learned and are willing.
Now you go to some really good
business college not one of those
business sideshows and take full
course in bookkeeping and account
ancy. Get all the attendant branch
es for you'll need them too. Then,
when you finish your course, come
back: we won't ask you to start on
a low salary. We're willing to pay
but we must have young men who
can do things
"As to a school; well, ! can rec.
ommend the Albuquerque Business
College for we have employed some
of its graduates, and they are the
most competent help I've been able
to find. I'm sending my own sor
there, and ne is doing well.
Good day."
This would probably he good adj
vice for YOU. A postal card viii
bring a free catalog from the Albu-
querque Business College.
A special school by specialists.
Albuquerque, N. M.
Deming graphic. (Deming, N.M.) 1903-1948, 1912-07-12
The Man Who Wins.

It's not the lucky man who wins,
there is nothing to this luck busi-
ness. 1t is pluck, any man can win
who has the pluck. It's inspiring
to know that it's the average man
who wins men like you and |, men
whom we meet in everyday life.
The average man has mission to
fulfill-to provide for himself and
family in his declining years. 1t hap
pens that we are in shape to make
this mission easy for the man.
One of our little l0-acre farms
adjoining Deming will forever care
for you and yours. The land will
increase in value many fold; will
yield abundantly and make an ideal
home. We want to talk this little
farm proposition over with you il
you are interested. Home Plot Co.
Mahoney Building.
Deming graphic. (Deming, N.M.) 1903-1948, 1912-07-12
MOUNTAIN SLOPE FARM
A VERY BUSY PLACE
Osborn and Sons Preparing
to put up Is, 900 Cans
of Tomatoes
ND EMPLOYS rs PEOPLE
Total Output Will be Han.
died by Stenson & Son,
Local Crocers.

+. ID. Osborn and sons are cult
waiting this season five acres of to-
matocs from which they expect to
put up at least %. 900 cans of the
famous Deming brand. They will
receive in a few days new steam
canning outfit that sterilizes the
fruit at n high temperature under
steam pressure, making it slightly
better than they have heretofore
put on the market and it is unnec-
essary to state that the former
brand was hard to equal.
The plants this year are very
thrifty and were all grown from
native seed planted first in a hot
bed, thence to small beds out of
doors. and thence to the field. II is
Mr.. Osborne's experience that
volunteer vines gre very rapidly
and produce great follagr. but very
little, if any, fruit.
The plants are set out, four 10y
five feet apart between rows Of
fruit trees, So that the watering oi
the plants and the cultivation of
the soil keeps the trees in prime
condition and makes the land do
double duty,
The Deming brand Of tomatoes
put up by the Osborns has become
important enough to he registered
under the u. 5. pure food law and
every can will b" thus designat'
ed.
The whole product will he han
died by Stenson n Son, well known
local grocers.
In addition to this line crop the
Osborns are putting up this year q
thousand cans of superior string
hcans, which will he handled hy the
same firm.
Deming graphic. (Deming, N.M.) 1903-1948, 1912-07-12
.lERAS CANDY COMPANY
OPENS BEAUTIFUL STORE
Would Do Great Credit to
Any City in the United
States
MODERN IN EVERY WAY
Every Appliance Obtainable
for Comfort and Pleas
ure of Customers.

The leras Candy Co. has opened
its beautiful now building to the
public and if there is n more attrac-
tive store of its kind in the South
west, we have not had the pleasure
of seeing it.
The wood work and architecture
of the building represents the Mis-
sion style and everything has been
mrdc as attractive as money could
make it. The wall panels are
green and silver and with the artis-
tie light effects and proper arrange
ments of furniture, the pretty room
looks cool and restful. With Mr..
Leras' vast experience in the ice
cream and confectionery business he
knew how to build a store and leave
nothing out that would delight his
customers. Music is provided by an
electric player piano made to match
the rich furniture of the store.
The famous Leras ice cream, So.
das and confections will he served
fresh every day and nothing will he
given out that is.not up to the Le-
ras brand of excellence.
Genial Sam Saeger has charge Of
the fine institution and is most ably
assisted by Miss Florence Ament
and Ben Wray, who has just moved
his family here from Silver City.
The Leras store adds much 10 the
attractiveness of Gold avenue and is
most cordially welcomed to our hL
mess interests.
Deming graphic. (Deming, N.M.) 1903-1948, 1912-07-12
City Council Wisely Adopts
Series Tungsten System
Used in Big Cities
Deming Ice & Electric Co.
Will Get Busy Right
Away.

Dcming il known fur and Wide as
n modern. progressive city, and she
is hearing out her well earned repu-
iation 10 the full
Best schools in the state, modern
sanitary sewer system, water works
and electric lights.
Speaking Of electric lights leads
us 10 commend very highly the nc
tion Of our progressive common
council for n plan Of more modern
electric lighting submitted by the
Deming Ice Il Electric Co. Mana
ger Buell. has the best cells in his
brain working out the most feasible
plan now and il is safe to say the
public will appreciate having so
vood n man on the job.
The tungsten system is now in use
in All modern cities. and is much
superior to the old swinging arc
lights, which have become practic-
ally obsolete in the up-to-datr cities
of America.
Briefly told there will be- 81, 40
watt tungstens, in pairs, on 9-fool
poles with ornamental brackets,
which includes III in the new station
park and ~ each on Gold and Silver
avenues.
In addition to these" ilren there
are ~ S0-watt lamps placed around
in advantageous points in the city,
which burn all night on moonlight
schedule. The "a, l0-watt lamps
will burn from dusk to midnight
every night. The service will be-
governed by the rerrill voltage
regulator which will keep the lights
steady and at the proper voltage.
II is just another evidence of
Deminp's progressive spirit.