davidaulloa/AmericanStories huggingface dataset:
The Colfax chronicle. [volume] (Colfax, Grant Parish, La.) 1877-1981, 1912-10-26
Why 1T PAYS
TO ADVERTISE
BY HERBERT c. MAY.


There are many owners of enter
prises who must be convinced that adj
vertising will benefit them. There
are many others who believe they
should advertise. and would. II they
knew how
BY telling them what others have
done. are doing and how they did 1t,
1t Is possible to be an aid to them In
learning how to apply advertising to
their own particular needs.
They will learn through exchanging
and discussing experiences and plans
practised by others. These expert
ences and discussions are to be had
by reading. by association. by listen
ing to others talk and discuss adver-
Using.
When you once thoroughly feel the
necessity of advertising and begin its
study 1t will be. found to be one of the
most fascinating studies you can make
Its foundation rests upon the science
OF psychology. What Is moro enter
tanning than studying how to influr
ence and direct other peoples minds
to follow yours!
Every advertiser Is or should be .
firm believer in bringing to the pour
advertiser knowledge of the benefits
to be derived from honest, truthful ad.
vertising.
The influence produced by the ad.
vertising of an article. city or state:
by several individuals, is catholic.
The catholicism, even though each de-
sires to sell only his own particular
goods. in proportion. creates greater
demand than does single advertiser.
Each thereby receives greater returns
than II he had the entire field and had
to develop it himself.
In few instances the public's con-
fldence has been imposed upon by dis
honest advertisers. This has caused
some doubt to exist as to the truth
fulness and honesty of all advertisers.
This doubt has almost been elimi-
mated. 1t is fact now that unless
an advertisers goods are meritorious
and reliable. he cannot be permanent
iy successful.
You have heard men say that they
don't believe in advertising. that they
give the customer the benefit saved
thereby. That sounds very nice to the
customer who wants to believe IL
without investigating Have you ever
found that he sold as good goods at
better price than the man who adver-
tises?
Who pays for the advertising. any
how?
The advertiser doesn't. for he would
go broke. The consumer doesn't, for
he would refuse to trade with the ad.
vertiser
Nobody pays for ft-but It pays
both the advertiser and the consumer.
As the advertising becomes more ef
fective. demand for the commodity
increases and its cost of manufacture
and selling decreases to the point
where the manufacture and selling be-
comes 30 highly specialized that the
cost Is cut from so to 100 per cent.
The advertiser then finds that By
lowering his selling price a larger
field IL opened up among . class of
people who before could not afford to
pay the price.
The Colfax chronicle. [volume] (Colfax, Grant Parish, La.) 1877-1981, 1912-10-26
GET eUSYI
DO II. Get your body Into ac-

~ - 9Ss ySoE OOoy INTO &c
ton. Your Brain ImagInes-
your Drawn utilities the thought.
Inspiration conceived the Pan
anna Canal; Precipitation built
u.
Schubert composed the atm
finished Symphony" In his mind.
We can hear Il because he ere
ated Il.
Marconi saw the wireless teie-
graph In his brain. There'd
have been no Titanic survivors
II he hadn't made the coherer.
Get your dreams Into action.
idle dreamers live In the clouds
and on their uppers. The prac-
teal dreamer lives In the clouds
and on Fifth Avenue. Castles
In the slr are pretty, but the
store feeds tho Riddles.
Utilize your Imagination.
Visions Of = future Marshall
FIeId's are Ill right In their
place, but . clever window dis
play means customers now.
Don't be stiek-in-the-mud. 90
SOMETHING!
The Colfax chronicle. [volume] (Colfax, Grant Parish, La.) 1877-1981, 1912-10-26

Firemen say that the first five min
utes at q house on fire are worth the
next i've hours. Similarly in adver.
Using: the first I'VE guineas spent on
starting q campaign rightly are worth
the next I'VE hundred spent In carry
Ing it out.-Thomas Russell. London.
England.
The Colfax chronicle. [volume] (Colfax, Grant Parish, La.) 1877-1981, 1912-10-26
MEN BEHIND THE COUNTER
Retail Clerk Most important Factor
In Merchandising WorId-QuaIifi-
cations He Needs.

keams and reams of stuff have been
written about the qualifications OF q
man in most every trade and profes-
sion, but when We get right down to
cases the same qualities that make a
successful clerk would make q sue
cessful man In any line.
l have read with much amusement
articles on the clerks department and
things ofthat sort by men who have
built up successful mercantile bust
nesses, and they tell how the clerks
should always be neat and clean, I'm
ger nails trimmed. voice modulated,
and give advice of that nature in
large doses.
l believe that any human being
who amounts to much, no matter how
he earns his living, has enough self
respect and pride to care for his per-
sonal appearance. The two qualif1ca-
lions most necessary to success are.
OF course, knowing what to do and
how to do It. While service must be
the watchword of every business,
whether 1t be manufacturing or mer-
camille, do not know of any man who
must carry out the word service to
Its fullest extent more than the re-
tail clerk.
believe that craftsmanship over the
counter calls for just as high an order
OF salesmanship as craftsmanship on
the road. and in my experience behind
the retail counter l made it point to
study the character and likes and dis
likes Of all the regular customers. so
as to make them permanent custom
ers, and to do the same with the
chance customers so as to make them
regular customers.
To go on in an abstract way naming
the. different qualities, specifying them
as courage, perseverance, ETC., which
q clerk should have is simply to
enumerate the qualities which are nee
essary to make any man success.
l believe that it is the time that
cnsues between waiting on customers
that works most damage in a retail
store. The clerk should keep himself
occupied during that time in keeping
his stock in shape and figuring out
little schemes for displaying the
goods and talking them. so that when
he goes to bat the next time a Gus
toner comes to his counter he isn't
thinking of matters foreign to the
business.
II the clerk has any ambition at all,
and he isn't much of clerk unless he
does have, he desires to become the
proprietor Of the store himself, or to
become q travelling salesman. It
doesn't make any difference which de-
sire he has. the means to the end are
the same-to study his employers
business as II 1t were his own. to
know all the why Of everything, the
buying, the accounting. as well as the
selling.
believe that every retail clerk will
take a renewed interest In his work il
he viii think Of his work not as sim
ply the handing of something across
the counter, but as work which is the
most vital and most important in the
business world.
Practically all the products Of the
world are eventually sold across the
counter by the retail clerk, and to
just the degree that he studies his
work and It's significance will he be-
come factor In the mercantile world.
The Colfax chronicle. [volume] (Colfax, Grant Parish, La.) 1877-1981, 1912-10-26

Skill. Perception. Decision-these
are The bedrock bases of salesman
ship. Skill sweeps away the obstacle
of non-acquaintance and creates fa-
yorable impression. Perception recog-
nizes an opening for what 1t is--a lead
to opportunity. Decision materializes
the opportunity by closing the bar
gain on the spot. Create-see-de-
eide. and you will SELL
Worth Advertising.
A thing that IL worth putting In the
window = worth advertising.
The Colfax chronicle. [volume] (Colfax, Grant Parish, La.) 1877-1981, 1912-10-26
Many . hen eaekIes for anoth-
er TO lay; but business man
should not depend upon com
petltors to advertise for him.
PrIneIpIes Of saIesm an,hIp.

.EzsxzxExANxNzEzl
The Colfax chronicle. [volume] (Colfax, Grant Parish, La.) 1877-1981, 1912-10-26


l. After January 1st 1914 an assess
ments for all State purposes, except as
hereinafter provided shall be completed
on or before April LIST I'm each year. and
the taxes shall become due and payable
on the first Monday in June of each year,
and shall become delinuuent on the first
Monday in September In each year. Each
parish ard r,uncipalitv shall have the
right tn fix the date for the completion
Of ifs local assessments. End the payment
Of Its local taxes and licenses general
md srecial. until otherwise prescribed nv
the General Assembly Until otherwise
provided. existing laws on these subjects
shah be operative. tevee district taxes
ard forced contributions. exclusive Of
produce taxes shat no as~as-ed and be-
come delinquent coincicentally with par
ISL tp~es
Q Public service co-rorations shall he
assessed on their phvsical n~opertv and
on their franchises ~e-~r - te'v but the
Gererei Assembly shril have power TO III
rect the TAX Ccm-ais~iar ~ assess the
urore-tv ~ snch corrorr''>rs IT a vaIua-
ffon ircfuding both phvsirpf property and
franchises. 70 he aetermirea bv gross re-
ceirts. or by dividends on stocks and In
fe~est reid on horEeS debt. or By any
other ~vri,ab,e method.
g. INCORPORATED harFs shall he assessed
nv Assessing the stockholders. IN the book
value Of the stock. 1. e.. capital stock.
The Colfax chronicle. [volume] (Colfax, Grant Parish, La.) 1877-1981, 1912-10-26

I: Every municipality shall have the
right to provide, at its discretion. by
ordinance of its governing authority. the
o.hcer or officers. who shall collect its
taxes, and to fix the condensation TO
he paid such officer or officers. and the
mode of their election or appointments
and every Parish shall elect by a vote Of
It's qualified electors the officer, or off,
GERS. to assess its nroperty for taxatfon
the COMPENSATION If such officer or off,
GERS 70 be fixed by the Police Jury not
less than ten months before the election
and not subject to change curing the
elected others fncumhency This mower
shall not DO evercised in the parishes
nor In the Parish Of O-le.ns "a 10 asses,
s"rs. until the terms Of Office of the rres-
ent incur,terts exrire. After january
1914. ard r-til the exniration Of the
terms Of said officers. all local assess
rrents shall be made nv the assessors Of
each Parish ard the assessors of New
o~'es ms II the present rite of cnnpensa-
tf~n. All local taxes and licenses evcept
th~ea 'es'esi nv MUNICIPALITIES etsu be
collected b. tho Sheri1 If each Parish ex-
Govt fire Parish If Orleans. at the pres
ent rate of comnensatian unless such
COMPENSATION shall be changed by tho
Cererri Assembly. After January J..
1914. Parish Asse>sors shail Re cnmpen-
seted nv the Parishes and the assessors OF
the Parish Of Orleans by the City Of New
Orlcana II under the referendum amend
The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1912-02-21
KNOCKED
BY COLO WEATHER
Eastern and Southern Reports
Continue to Be of a Dam
aged Crop

Writing from Cedar Gap, Mo, to a
New York fruit trade paper regarding
the peach prospects In the Ozarks.
Louis Erbe had the following to say:
According to reports l saw in
several papers recently the extremely
low comparatively to IL degrees
below zero-that prevailed in the
Ozark section during January, did not
kill all the alberta peaches. Some
parties down in Howell county have
even gone so far as to state that they
would have several hundred carloads
to ship next summer.
Not Carload Left
81 hope these reports are correct,
but as far as my Investigations in the
Missouri end of the Ozarks are con-
cerned, I don't believe there are
enough live buds left to make enough
peaches for a single carload from
Springfield down to Thayer.
"In Arkansas Conditions in a few
favored spots may be a little better,
but there cannot possibly be more
than an extremely light crop from all
the information I have received.
1T is my opinion that the 1912
peach crop generally will prove to be
about as near failure as we have had
in a long time. For that reason l ad-
wise everyone who is fruit hungry e
fill up" on Missouri Ben Davis ap-
pies while they last"
Northern Peaches Gone
HARTFORD, COMM the opinion
of j. H. Hale the cold weather has
effectually killed peach buds, and
there is little hope that the crop in
the northern states will be worth the
cost of harvesting. New Jersey seems
to be the only exception, according to
Hale, and that state did not escape
entirely from the final touch of de-
struction which the zero weather OF
January IA gave to the trees, which
had been suffering for a week or two
Hale says that some trees in New
York near the great lakes seem to
have escaped irrevocable damage, but
there is scarcely living peach tree
within a radius of one hundred miles
of Washington, ID. c.
The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1912-02-21

limb Are they so for the protection
of public morality? They would pla-
card a house where smallpox exists.
There is no personal liberty for that.
What about personal liberty for that
which threatens the morality of the
nation? Smallpox is not the worst
affliction. Death is not the greatest
sorrow that can enter a home. Many
a mother would prefer a thousand
times to weep over the grave of an
innocent daughter than over the
downfall of her child.
Community Responsible for Bad
Shows
rs there nothing wrong with the
Toledo theatres? Have you as a COM
munity never been offended by the
horrible bill posters, displaying mans
brutality and woman's shamelessness :?
| And this bill board display is not a
| thousandth part of what you see on
the inside. l tell you, ladies and gem
| tlemen. there is a moral responsibility
on every citizen from his honor the
| mayor down through all the officials
to the last man, for the school Of
immortality carried on in the thea
tres of this city, and for that matter.
in any community.
"In Chicago, the government con-
| fiscated miles and miles of films
showing counterfeiters at work. The
| government justified it's action on the
| ground that the showing of actual
| scenes of counterfeiting constituted a
school for counterfeitng. Let me
ask: Is the character, the souls of
| boys and girls and Of young men and
women worth less to the nation than
the coins of Uncle Sam? AS the
| show houses to be permitted to reel
off miles and miles of films that con-
taminate? Personal liberty We do
not admit personal liberty when AN
| epidemic of contagious disease comes.
| We see that the show buildings are
safe physically. Why not make them
safe morally also? If every decent
| man and woman in the community
| rose as one in protest We could put
an end to these damnable cesspools
of iniquity that are corrupting the
morals of our youth.
YOuthfulness of Offenders
Elm New York City the extreme
youthfulness of a large proportion of
| the offenders has aroused the serious
| interest of the judges and the ma gis-
trates. Even the sons of respectable
and handwriting parents are among
| these offenders. These parents say
that their erring sons were kept in
school until they were 16 and IT
years old, and that they never made
any effort to learn a trade. These
youths are not the illiterate or the
foreign. They are the product of the
three great factors that are molding
character in this nation today, the
school, the press and the theatres,
and what are wo doing to make the
school a potent factor for good in
| stead of neutral factor. What are
we doing to take the poison out of the
press?. What are we doing to Danish
the moral cesspools from the stage
These questions l submit to you
| for your earnest study"
The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1912-02-21
THE LURE OF THE SOIL

The ambition of the average Eng
lishman is to retire after obtaining
moderate competency and ride his
favorite hobby.
His motto is. give me neither pow
erty nor riches. This propensity OF
ancestry is probably the main rea-
son that Harry s. Sharpe desires to
spend his later years close to nature,
especially SO since the pioneer spirit
had always been strong in his veins
Born in old England in 1864. schooled
in the National Training School of
Music" he came to America in early
life and by easy stages crossed this
wonderful country of ours till he
could go no farther, lived and fol-
lowed his profession of teaching mu-
sic in all it's branches, with Seattle
for headquarters for twenty years.
The U, s. governments announced
policy of retaining the arid portions
of the great west appealed to him.,
and seven years ago, with the open
ing of the Tieton project, he bought
land and later removed to the Yak
ina valley and cast his lot with the
pioneers. OF course a man as we'll
versed in music as Professor Sharpe
could not be allowed to confine him
self entirely to the land when the
population was increasing so rapidly
and the demand for his talent came
with that increase and the building
of schools; so it was that he soon
took charge of the music in the
public schools Of North Yakima and
In society generally.
The development and improvement
of his land has progressed along with.
his music, which he says is his bus
mess, while the former is his hobby;
altough the hobby has proven to be
a paying one, and between poultry,
vegetables and fruit. the dream of a
future and permanent competency is
proving itself true.
The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1912-02-21
The Canal and the Navy

On the last day of October there
passed in review the 102 vessels of
the Atlantic fleet at New York, and
the "a vessels comprising the Pacific
fleet, at San Pedro; an aggregate dis
placement of $4,000 tons of fighting
ships and their floating auxiliaries
OF flrst-class battleships we now have
35 afloat or under construction These
ships alone cost approximately $780,
100000.
The Panama canal will cost about
$500, 100000. but in this connection
1t is stated that the canal will prac-
tically double the efficiency of the
navy. While this is a general state
ment, which under special conditions
might not hold good in all respects,
it is not unreasonable to assume that
the canal will give us a new asset in
our navy amounting to a sum near
~, If not entirely, equal to the cost
of the canal. In other words. while
the canal does tie up millions long in
advance of their expenditure for ships
in the ordinary course of nations
growth, nevertheless the asset Is
there. Moreover, the interest and
operating expenses on say, 100000 90
invested in the canal. which gives us
equivalent of one new battleship do
not begin to equal the interest and
operating expenses on 1900, 900
spent on a battleship. The two
items of fuel and payroll alone en-
phasize this. or course, the canal
does not make battleships unneces-
ny. 70 a+ TIN
state additional ones. but this will be
on account of greatly increased and
expanded trade by sea, and there
must be adequate naval power to pro-
tect this trade.-Popular Mechanics.
The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1912-02-21
PLAN TO COLOMBO
UNOCCUPIEO LANDS
Federation of Inland Commercial
Clubs Will Study to Aid in
Building up the Country

SPOKANE, Feb. 16.-When the ex-
ecutive committee of the Inland En-
pire Federation of Commercial CLUBS
meets at Rosalia, WASH, on April 25.
a special committee consisting of S. II.
Anschell of Metaline, l.. NJ. Brown Of
Walla Walla and P. r. Parks of COL
vile, president OF the organization,
will submit a report regarding the
colonization of unoccupied lands in
the Inland Empire.
Robert j. Maclean, secretary of the
federation, who occupies similar po-
sition In the Spokane chamber of
Commerce. today sent letters to the
commercial clubs in the district rep
resenting a tota, membership of
5000, saying in part;
Develop Diversified Interests
zone of the chief purposes of the
federation is TO develop the agricul-
tural, horticultural and dalrying in
terests. 1t is highly important that
the commercial clubs get in touch
with the farmers and assist To the
FULLEST in solving their problems. The
best way to advance the interests of
the cities is to develop tho districts
tributary to them. The commercial
clubs also should cooperate with the
mining and lumber interests and oto-
err industries in their localities, as Vol
rs in the tributary country.
''rhe sentiment of the executive
committee at it's first quarterly meet
ing at Standpoint. Idaho, on January
%, was that each club should broaden
its work and take the responsibility OF
giving special attention to the de-
velopment OF the entire district trib-
utary to the city which it represents.
so that every interest and industry
may be more successful IN the future
than It has been in the past 1t is
big work and is worthy OF our best
efforts.
81 should like to hear from every
club in the Inland Empire to report to
the executive committee in April up
on what is being done"
The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1912-02-21

Charles Durham. Lovington. H.,
has succeeded in finding u positive
cure for bed wettlng. My little boy
wet the bed every night clear thro'
on the floor. ] tried several kinds of
kidney medicine and l was in the
drug store looking for something diff
ferent to help him when / heard OF
Foley Kidney Pills. After he had
taken them two days we could see u
change and when he had taken two
thirds of a bottle he was cured. That
is about six weeks ago and he has
not wet the bed since" For sale by
North Yakima Drug Store
The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1912-02-21
TWENTY YEARS AGO
Items Taken From the Herald Files Which -
Will Be Recalled by Many of the Old Timers

Ezra Meeker's monthly hop report
states that the hops on hand in Wash
ington and Oregon will not aggregate
mere than 1900 bales, and that as
the worlds crop is light the new
crop will meet an active market.
Hon. j. G. Rockford, prosecuting
attorney for Yakima county. has been
in the city for several days on bus
iness.-Walla Walla Union.
Sixty Holstein cows are being
MIXED daily at the Scudder dairy
ranch.
Sunday night while John Morrisey
was in the city and Mrs. Morrisey
was visiting a neighbor, two men ap-
peared at their home on the Naches
and one entered while one kept watch
on the outside. There were two
children, boy and a girl, at home,
and they made their way without be-
ing observed to their neighbours Jas
par Gillarno, who returned with
them. At their appearance the out
side guard took to his heels and the
fellow inside soon jumped out of a
window and did likewise, followed by
a fusillade of bullets. This is the
second raid that has been made on
The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1912-02-21
MELANDER COMING
WITH SOME NEW IDEAS
State College Professor and Halt
Dozen Associates to Be Here
This Month

Spraying and the care of orchards
will be one of the subjects for the
first day of the State College insti-
tute which will open here February
23d and continue on the oath and
26th. The institute that day win he
in charge of Professor Morris and
Professor Melander The home man
ufacture of sulphur-lime will be dis
cussed and also the testing of the
spray material before use, In its
advance press material the state col
lege says;
I'm the course of his talk on sprays
and spraying Professor Melander will
discus thoroughly the process of MAX
ing lime-sulphur spray at home. He
says this can be done cheaply by the
rancher or orchardist and a high
grade spray produced.
Spray Must BE Tested
whether you buy the commercial
sulphur-lime or make your own. it
is necessary to test it before using.
This can be done easily Then you
know whether your solution is strong
enough; you also know that too mucn
is not being used, and consequently
wasted"
At each institute Professor Morris
will give a practical demonstration in
some nearby orchard.
Seven professors of the state colleg
are expected to come to North Yaki
ma and a variety of subjects will be
discussed by exports. In addition
there will be a couple of demonstra
tr,, ,I hn
other with the domestic science de-
partment. Poultry. animal husband
ry, domestic science, roadbuildlng,
sanitation and such subjects will ba
considered