davidaulloa/AmericanStories huggingface dataset:
The evening world., 1912-12-09
"RAFFLES" AT HARVARD.

Gus Victims.
CAMBRIDGE. Dec. e.-Harvard II re.
ceiving considerable attention from q
clever "Rafrles." Theft after theft Ia,
been reported at polloe headquarters
two being filed to-day.
Henry B. Goodfriend Of New York. Z
Junior, told the police his room II
Weld Hall was entered Saturday ant
a gold watch. two rings and othe
Jcwelry to the amount of $50 stolen
G. T. Swinnerton OF Danvers. another
student. reported loss of $3.50. tn,
stolen articles also being teweiry.
The evening world., 1912-12-09

"Meccano" for building bridges,
travelling cranes, Ferris wheels, and
other engineering constructions, 81
to SIS.
Edu cational Puzzle Maps, 81 to
S1.50.
Magnetic Fish Ponds, 26c to 81.
Fortuue-telling Games, such as
Hindu Hula, Salem Witch, Plan
Ghetto, Ouija, 60c and 81.
Imported Games, such as Gnome
Roulette. $3.50; Indian Toboggan,
81; Sled Race, So.
Wagon Blocks. 26c to 81.
Lotto, including geological and
picture Lotto, 10c to $3.50.
NewGames--Le Frou Frou, IS; lie
Frivoli, s.; lie Ten des Entonnoirs,
$3.50. Halma, 50.
Shooting Games with harmless
pistols, 25c, Soc, 81 and S1.75.
The evening world., 1912-12-09
ADVANTAGES THAT WOULD AC
CRUE 20 THE PUBLIC.

swift 4 Company's salee Of fresh beef In
bss. I. averaged 1910 Ssn0 " p0uad.-Aa't
The evening world., 1912-12-09
Hundreds of Kinds of Games

Pool Tables. various sizes and
styles, from - to $55.
Combination Board Games, for IS
to 100 games, $2.75 to S..
Minoru, the fascinating new horse
racing game, $3.50 to $40.
Steeplechase, 26c to SIC.
Baseball Games, in variety, from
66c to $3.50.
Indoor Football. 81.
Magnetic Croquet, a new French
game, $1.26 to $3.50.
Rex" Golf Game. played with
tiddledy winks, $3.50.
Cut-up Picture Puzzles, 26c to s..
Parcheesi, Coo to- SLIPS.
All sorts Of Picture Blocks, 26c to
IS a set.
Dominoes, Checkers, etc, 10c to IS
Locomotive Building Blocks, 60c.
Building Blocks of wood, 60c to
$3.50; Of stone, soc to $12.
The evening world., 1912-12-09

Sliced Birds and Animals. 100
and zoe.
Toy Town Post Offices, Banks and
Schools, etc. 26c to $l.26.
Imported Marble Railways, bright
colorings. 45c, Soc, SLIPS and 81.
All the new Board Games, such as
Scouts and Indians, Pirate and Trav-
eler. Bicycle Race, Boat Race, Con-
nette, Wig-Wag, Whirling Wizard
and many others, 26c to $3.50.
Card Games Of all kinds, such a.
Auction Anagrams, Derby Day, Boy
Scouts, Game of twenty-five, Game
Of Forty-two, LIES Artists, I'm a
Millionaire, Baseball Card Game,
and others, 10c to Soc.
Educational card games, 26c to 46c
Ring and Deck Toss, 26c to 81.
Large Deck Game, such rs used on
steamers, 81.
Tourtb RIonr
The evening world., 1912-12-09

Teal Point Lace, to 6 in., at S5.76
to S33.75 yard.
Point Duchess Lace, 3 to l3 inch,
at IS to $40 yard.
Duchess Lace, TO IA inches wide,
1T $1.50 to Sl7.50.
Point Venise Lace, l to 6 inches,
at So to 1880.
Carrickn.across Lace, to IA inches,
at 1925 to $3.50 yard.
Handmade Bohemian Lace. 3 = to
IL inches, 81 TO St2.60 yard.
The evening world., 1912-12-09
Bridal Wells

Beautiful Wells for the December
bride include Lierre Lace, at sti.GO
to S22; Princess Lace, at 5000 TO
$3.50; and Duchess Lace, at $i7.60
TO $50. Main Floor, Rear
The Pleasantville press., 1912-07-10

II
Wealthy man or woman be-
IN down without apparent
mes weak, languid, depress-
Il backache, headache, dizzy
q urinary disorders, kidney
4 may be the cause of it all.
3 Kidneys well and they will
xwell. Doan's Kidney Pills
] W hidneys and keep them we'll
) 5Asantvllle readers demand fur
7oof than the following state
r F. Lowdep, 2ss Adriatic
Atlantic City, N. j., says:
* Kidney Pills nave done a
\ A good in our family and we
glad to recommend them. My
.idneys were weak and often caused
'ain in my back and sides. When
ay Doan's Kidney Pills advertised,
rave them a trial and they soon made
ne strong and well. Another mem
yer Of NY family suffered intensely
backache, caused by weak kid
Doctors were consulted and
ent medicines were tried, but
ng brought reliel until Doan's
ev Pills were ussd. 1t did not
them long to correct the difficult
r sale by all deaers. Price 50
\ Foster Ailbur; Co., Buffalo,
y York, sole agets for the United
\ smember the -Doan's-and
Nike no other
The Pleasantville press., 1912-07-10
SHERIFFS SALE.

By virtue Of a writ of fieri facias,
to me directed, issued out of the
New Jersey Court of Chancery, will
be sold at public vendue, on
THE THIRTEENTH
DAY OF JULY, NINETEEN
HUNDRED AND TWELVE,
at two o'clock in the afternoon of
said day, IN the Court Room No. 201,
Second Floor, Bartlett Building, in
the City Of Atlantic City, County of
Atlantic and State of New Jersey.
All that certain tract of land and
premises hereinafter particularly de-
scribed, situate in the Township of
Galloway, in the County of Atlantic
and State of New Jersey.
Beginning at stone for a corner
being also the Southwest corner of a
County gravel lot lying on the South
side of the Leeds Road at Absecon
Heights and runs a. North forty
six degrees and thirty minutes East
in the line of said gravel lot one hun
dred eighty-three and eight-tenths
(1S3 8-1O) feet to a corner in the
South side of the Leeds Road and the
Northeast corner of said gravel pit;
thence (2) in the South line of the
Leeds Road North forty three degrees
and forty-five minutes West two hun
dred and four 900 feet to a stake
for corner; thence (3) South forty
six degrees and thirty minutes West
two hundred and thirty-nine and FIVE
tenths (239 5-10) feet to a stake for
corner; thence f4 South fifty-nine
degrees and forty-fve minutes East
two hundred eight and seven-hun-
dredths (208 7-100l feet to the begin
ming. Containing one acre of land.
Being the same land and premises
which William T. S. Stewart and 9th
ers by indenture bearing date the
twenty-eighth day Of May, A. D.,
1908, and recorded in the Clerks Of
flee of Atlantic County, on the elev-
enth day of June, A. d., 1908, in book
381 of deeds, page 442, ETC., granted
and conveyed unto the said Lovenia
w. Stewart in fee.
Seized as the property of Lovenia
w. Stewart ct al and taken in exc
cution at the suit of Frederick Ober-
ly and to be sold by
ROBERT H. INGERSOLL,
Sheriff.
Dated June Is, 1912
S. Stanger lizard, Solicitor.
PRS fee, $19.04.
The Pleasantville press., 1912-07-10
SCIENCE or COPY WRITING
"Know Your Audience" One Of the
Chief Requisites in Successful
Advertising.


Knowing ones audience and know
ing what to talk about are the chief
necessities of the successful copy writ
er, declared George H. Perry, a we'll
known advertising man. before an adj
vertising class in New York city the
other evening.
THE first requirement-knOwing g
your AUDIENCES very simple
thing, but often forgotten by adver-
tisers A striking illustration OF this
occurs in one of the women's maga-
zines. 1t is the advertisement of an
Ell. Jtrical device, used in homes, to
be sure, and a good thing to adver-
tise in woman's publication, but the
ad is. the same one used in an cleo
trical paper and addressed to dealers
in electrical supplies. The man who
wrote that ad used the language Of
the trade in speaking to the woman
in the home, which of course is all
wrong"
In discussing the next question of
what to say, the speaker analyzed
the talking points of an article com
petition, price and quality.
There must always be difference
between competing articles, or else
they would not be on the market at
the same time. The question is, What
can you talk about that the other fel-
low hasn't got? Your article is either
newer, simpler, of different design,
more beautiful or better for some mer-
chandising reason.
"In default Of any such difference
price is of the next Importance. Can
you sell it cheaper? Then comes quail
ity-quality in the sense of character
With some articles the competition
that is, the difference in manufacture
or design-may not be a talking point.
The purchaser of an auto for instance,
does not Care so much how his ma
chine operates as he does about the
quality or the price. You must de-
termine the talking point of your
article.
Now, you know your audience and
you have picked out the talking points
The next thing is the writing Of your
ad-the text, typography and illustra-
ton 1t is no more necessary to be
smart or clever in your text than it is
to be handsome in business. What
the public wants now are the facts.
Your text must be practical as dis
tinguished from being merely clever.
Be sensible in your choice Of Ian
guage; be simple and direct Peos
pie are not so particular as to the
The Pleasantville press., 1912-07-10

literary quality Of advertisements;
they go to the editorial pages for that
Let the goods talk. If you say every
thing you can say and your ad still
seems weak, the fault is not with you
but with your goods. You can not dc
more than let the goods tell their
own story. If that story is insufficient
it is not your fault. Don't be afraid
Of short ad; the shorter the ad the
better"
Mr. Perry just touched on the psy
Geological side Of advertising: "There
is a governing trait in human nature
that makes you instinctively recog
nize the truth You can always tel
when a man is in earnest-hence the
necessity of sincerity in. advertising
When you once have sincerity, no mat
ter what you write you will convince
For that reason be receptive to in
fuence: don't let man deceive you
but try to catch his enthusiasm in
his article"
In connection with the text Mr.
COlQ VI tiC lupOlLd4J pdit
played by the headline. 1T must
catch the casual glance, which is
sometimes even antagonistic; in ad
dition it carries a message There
fore, give the headline much thought
Use simple, short words. Fill youI
line without crowding. Do not use a
blind headline. You not only lose a
reader-you disappoint him-and he
will have no faith thereafter A head
line that merely makes an effect does
not accomplish its real purpose. II
you have an illustration it must be
part Of the story. Pictures are some
times too good and, instead Of direct
ing to the story, distract Rather than
be companion to the text the Illus
tration should be an auxiliary.
"Then. if you have the right things
to say and the right audience; if you
believe in the article yourself and
will tell what you know and believe
in the most simple, direct, quietest,
most persuasive language and in the
shortest words you know-you have
the right adj
The Pleasantville press., 1912-07-10
to the readers mind at even a cup

to the readers mind at even cur
sorry glance.
"A word about cooperation Note
the method of national and technical
magazines and endeaVor to get on
the same page with your competi-
tors, that you may all share in the
assured result of cumulative advertis-
ing. When you boost your COMPETE
ters' game you are boosting your own.
Be honest in your copy and be honest
IN your goods and selling methods.
Make sure that every clerk knows pre-
cisely what you are advertising for
the day. Change Jour windows to
agree with your ads Employ cheer
full ads and cheerful clerks Use ev-
cry means to create an air Of CON
ffdence and good will and optimism.
Thus will you create trade for your
self and your community, strengthen
the faith Of the public in the printed
word and make of advertising what
it should be-your most successful
salesman"
The Pleasantville press., 1912-07-10

Subscribe for The Pleasantville Press.
The Pleasantville press., 1912-07-10
| ! Adosrti,ing
| Talks
TALK ON RETAIL AD PROBLEMS
Seek for cheerfuIness, Avoid Super.
latives and Write Intelligent,
Careful Copy.

A practical talk on advertising was
given at a noon luncheon Of the Pub
LEFTY Club Of Springfield, Mass, the
other day by Willard E. Freeland, as
sistant secretary of the Worcester
board of trade and secretary of the
Worcester Publicity Association. His
subject was "A Plea for More Eff
cient Retail Advertising"
In my own mind said Mr.. Free
land, Il have always divided the ad-
vertiser's problem into five grand di-
visions: Appropriation, media, copy
and cuts, layout, cooperation. The
appropriation, the frst--and with
many advertisers the last and the
middle.is a real problem. | remem-
Der one big shoe manufacturing firm
that was saved from failure by the
insistence Of one of the partners that
all costs should be figured on the
basis of the largest production not on
ly when the factory was running at
capacity but at all other seasons.
thoroughly believe that the retailer
should absorb some OF this idea and
should plan his appropriation for the
year on the business OF his best sea-
son.
When you see ascut or display line
thatzis likely to be associated with the
readers former experience" said Mr..
Freeland in discussing the question of
copy, you have established. a bond
that will make him read further. Why
then waste time and money on pretty
cuts and pretty sayings that are not
in some way linked up to your story?
Why make the mistake of placing an
attractive and catchy cut below your
legend so that the eye will jump
down to it and then go on to the
next fellows ad? Why not cater to
that sense of pleasure in every hui
man being by properly dividing the
proportions of your advertisement in
stead of offending the eye and ere
ating an unconscious state of rebel
lion in the readers mind?
Il .decry the use of the superlative.
There is something wrong with a
mans mental process when he thinks
to impress people with the use Of
such words as greatest, stupendous,
extraordinary, gigantic and the host
Of other extravagant words that meet
our eye in every newspaper of the
land l am not a believer in the use
of comparative prices. Many of the
strongest retail concerns have
dropped the use of this feature of
the usual retail copy and have yet
to hear of the concern which has gone
back to such use.
IF you have occasion to make
sweeping reductions be sure and in
clude in your copy full statement
of the reason for such reduction,
couched in such truthful and sensi-
BILE terms that the reader will be able
to see logical reason therefor. If
your buyer has made an error of
judgment and overloaded some de-
partment say SO; it won't hurt you.
People will be impressed with the
fact that you are frank and truth
full and that you are only human like
themselves. Be sure and state prices
always. Give adequate description of
the goods you offer. Do not by di-
rect statement or by innuendo men
tion your competitors or competing
lines. 1t serves only to distract at
tention, the one thing that you are
most desirous of retaining. Study
the wonderful power Of habit. Make
The Pleasantville press., 1912-07-10
LEGAL NOTICES
NOTICE. mo- CREDITORS.

Estate of Christopher Large, Deceased.
Pursuant to the order Of Emanuel g.
Shaner, Surrogate of the County of At
lantic, this uay made on the application
Of the undersigned, Administrator of the
said decedent, notice is. hereby given to
the creditors of the said decedent to ex-
hibit to the subscr Der, under oath or
affirmation, their claims and demands
against the estate of the said decedent4
within nine months from this date, OF
they will be forever barred from prose
cutting or recovering the same against
the subscriber.
WILLIAM J. LARGE.
Administrator,
Yineland, N. j..
J. Norman Shinn, Proctor,
Pleasantville, n J..
Nays Landing, n j., May q, 1912.
The Pleasantville press., 1912-07-10
PLEASANTVILLE
OFFICIAL
BOOSTER ENVELOPES

are on sale at the following places:
Bricker's Drug Store
A. C. Halls
Macmillan Store,
p. T. Harris,
c. w. Lear,
The Pleasantville Press Office.
10 cents a package of 25, or packs
for quarter Everybody who Is inter-
ested in Pleasantvllle is urged to use
these envelopes and thus let the outside
world know that ours is the Best Town
on the Map
Or with your name and business print
ed on the corner, 500 for Sl.75 or LOCO
for So.
The Pleasantville press., 1912-07-10
"The first commandment Of
advertising is: Thou shalt de-
liver the ds."4Hannum.

Find Newspaper Advertising Pays
Newspaper advertising was used
to boost the Corydon Qa.1 Poultry
show recently instead of the cata-
logue and booklet method of former
years. As the result the show was
the best in the history of the associa-
ton. More birds were shown aid
greater interest exhibited than ever
before.
The Pleasantville press., 1912-07-10

Dysentery is always serious and Of
ten dangerous disease, but it can be
cured. Chamberlain's Collie, Cholera
and Diarrhoea Remedy has cured it
even when malignant and epidemic.
For sale by Thomas F. Crawford,
Druggist.
The Pleasantville press., 1912-07-10
BOARD OF TRADE.

IF you haven't the time to exercise
regularly, iDoan's Regulets will pre-
vent constipation. They induce a
mild, easy, healthful action of the
bowels without gripping Ask your
druggist for them. 25 cents.
The Pleasantville press., 1912-07-10
Arrival and Departure Of Mails
SOLD BY DRUGGISTS EVERYWHERE

Mails arrive at the Pleasantville post
Office as follows:
From Philadelphia-s, $40 and sl5 a,
M; |, Sis and Z p. m.
From Atlantic City-s.lo .. m. and
5.15 p. m.
Mails close as follows:
For Philadelphia -7.20 q. ~; l2.l5,
$50, 4.30 and 6.20 p. m.
For Atlantic City-l2.l5 noon and $40
p. m.
The Office opens daily, except Sunday,
At a. m. and closes at tbs p. m.
The Pleasantville press., 1912-07-10

If you are housewife you cannot
reasonably hope to be healthy or
beautiful by washing dishes, sweep
ing and doing housework all day, and
crawling into bed dead tired at night.
You must get out into the open air
and sunlight. If you do this every
day and keep your stomach and bow
els in good order by taking Chamber
lain's Tablets when needed, you
should become both healthy and beau
tiful. For sale by Thomas F. Craw-
ford, Druggist.
The Marietta journal and courier. (Marietta, Ga.) 1909-1918, 1912-01-26
WE ARE NEVER SATISFIED
The Thin Man Bemoans His Fate, and
the Fat Man Starves to Be-
come Thin.

We are never satisfied, it seems. and
the growls and walls of discomfort rise
all above us, showing that others feel
as we do.
The thin man bemoans his fate. He
eats fattening things and yearns to be
fat, and the fat man starves himself
as much as a fat mans self control
will admit, and longs to be thin.
It's pretty tough.
Over in the valley they grow alfalfa
great crops of alfalfa that bring In
money, and our farm won't 1t hurts
our feelings, but over on the alfalfa
farm they can't make a peach tree
grow worth a cent, and they're kick
ing about it envying us.
1t would seem that Nature would
know better. Discomfort is not nat
ural, and 1t would appear that Nature
might rig up some sort of an exchange
by which discontinued people might
swap.
The poor man who aches for dollars
could go there and give his appetite
for half the sickly rich mans pile, and
it would be gladly given.
The woman with the ostrich feath-
ers her sailor brother brought her
could swap with the envious woman
for a diamond and thus control her
own longing.
All we'd have to do would be to go
to the exchange and register, and Ma
ture would do the rest. We'd list our
discontinued state and tell what would
make us feel better, and sooner or
later the exchange would be made
and two discontinued people would be
made more contented But no such ex-
change is being considered, and the
two discontinued parties to all these
troubles are far apart. - Galveston
News.
The Marietta journal and courier. (Marietta, Ga.) 1909-1918, 1912-01-26
TALKED IN MUSICAL TERMS
Policeman Shows Result Of Long Duty
at Door of Concert
Hall.

All amateurs are familiar with the
musical term "syncopation," but for
the benefit OF the non-musical It may
be said that 1t is a word relating to
time or rhythm, the precise meaning
of which will be sufficiently indicated
by the story.
A celebrated conductor was conduct
ing a long series of concerts, and he
had observed that it was always the
same policeman who was stationed at
the nearest door to the orchestra. Re
marking upon this, he was informed
that the off1cer in question was be-
coming quite an expert in musical
terms, etc, so long had he been on
duty inside the hall. However, one
evening he was passing, and meeting
him accidentally in the corridor next
night. the great conductor accosted
him thus:
p "Omcer," he said, where were you
last night?"
Last night, Director" replied the
cop. "Oh, was in syncopation."
I'm what?" gasped the conductor.
''In syncopation-off the beat. sir"
replied the policeman.
The Marietta journal and courier. (Marietta, Ga.) 1909-1918, 1912-01-26

signing pledges to cut their cotton
crop 40 per cent and already two
thirds of the state has been covered.
Why not let Georgia do the same :?
You know you are not getting a
living out of cotton at the present
price, and if you raise a bumper
crop you will not get over 5 cents
a pound.
You must just raise enough to
make the spinners hungry for it
and then you can get a living price
for it and no other way can we con-
troll the price. Now let us be wise
and attend to this acreage business
in time and use less guano and
you will not work yourselves and
your wives and children to death
and come out in debt in the fall,
and stop Wall Street gamblers
from debating to you what you
must take for your cotton. But let
the spinners ask you what will you
take for it as they did in 1910, and
the farmer will have something for
his labor. Don't forget to reduce
the acreage.
| wish every county paper in
the State would copy this letter for
it is very important matter and
should be put before the people.
The Marietta journal and courier. (Marietta, Ga.) 1909-1918, 1912-01-26
HOW HISTORY is DISTORTED
Russian Textbook Shows Curious In.
stance of Tampering With
French History.

Reasons of church, state or other
policy have frequently caused the
scholars of one country to tahper with
the history of another with which it
has been intimately connected. A
curious instance of such a distortion
of French history was that found in a
Russian textbook, used in all Russian
public schools, and edited by great
Russian scholar, Ilovaiski. The fol-
lowing may be cited as an illustra-
ton:
Louis XVI, was a good and peace.
full king. After a long and famous
reign, in which he was most happy In
his choice of minister of finance. he
died quietly in Paris, beloved by ali
his people. His death was caused by
a hemorrhage.
1.-THE successor of Louis XVI. was
his son, Louis XVII. During his reign
the brave royal army, commanded by
General Napoleon Bonaparte, captured
the larger part of the European con.
tingent for the French crown. But
the faithless Napoleon showed ten
denotes toward misusing his power,
and was suspected of harboring dis
honest schemes against the legitimate
ruler. With the help of his majesty
the emperor and autocrat of all the
Russias, his plans were frustrated, and
he was deprived of all his posses.
sions, honors, and rights to pension.
He was then exiled to the island of
St Helena, where he died."-The Sun
day Magazine
The Marietta journal and courier. (Marietta, Ga.) 1909-1918, 1912-01-26

WANTED-Three connecting rooms
for light housekeeping, with private fam.
lily. Phone No. 2o3 J. jan12.tf
The Marietta journal and courier. (Marietta, Ga.) 1909-1918, 1912-01-26
SOUR STOMACH
Gas and Heartburn Stopped In
Five Minutes.

Get rid of Indigestion.
Or dyspepsia, or whatever you
call your stomach misery.
Drive out the sourness.
Lift off the heaviness.
Stop the fermentation of food.
Danish gas, heartburn, foul breath,
dizziness, headaches, nervousness,
nightsweats and bad dreams forever
Get SO cent box of MONA
tablets at Wikle-Hodges Drug Co.
today they guarantee them for any
of the diseases named above or for
any stomach distress,
No better prescription for
indigestion was ever written.
MONA makes the stomach
vigorous and strong enough to digest
food without aid. For sale by
Wikie-Hodges Drug Co. and
druggists everywhere.