davidaulloa/AmericanStories huggingface dataset:
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
HOW TO REACH THE PEOPLE
Unit the Most Potent Force in Adver-
tising, Says Thomas E. Dockreil--
Home Paper the Best

Thomas E. Dockrell, the well-known
advertising expert, in a talk before
Detroit advertising men declared that
most of the worlds ideas on adver-
tising are upside down and needed
reversal.
The unit is what must be looked
to-" said Mr.. Dockrell. mot the one
supreme directing head. 1t is tho
unit In the store, the salesman or
the salesgirl, that must be tuned to
the sales, or all other work is nearly
useless. A big department store is
sometimes likened to a pyramid, with
the thousand of employees as the base
and the big owner as the apex But
this is an upside down view. Let us
suppose the head Of the business has
new glove manager and this man
ager has got the best goods and pat
terms and advertised In the best way,
and the customer comes In and meets
Allie, the $4-a-week salesgirl, and
Allie doesn't rise to the business,
what use has been all the other study
and energy? We then see that Allie,
iiol MI. w duduldheI, iS lue apex, anu
that as in most cases the pyramid
Is set upside down and, all resting on
the apex, 1t may topple over.
"The same with advertising. A
manufacturer has a. small quantity,
say $40 worth. of goods in a store in
Peoria. Ill. He desires to see the
goods sold and his trade in Peoria
built up How would he do it? There
are four big circulation periodicals
that are recognized as the biggest
national advertising mediums. Sup
pose you suggested one of these as
the advertising medium to reach Pc
oria people. He might not call you
fool but he would remind you that
he was after the Peoria field The
direct thing to get at the Peoria
trade would be the Peoria newspaper,
wouldn't It? There is your unit idea
again. Get right at the spot and the
medium for that spot. There Is no
question that the home newspaper Is
the medium to reach the people In
any locality, and the addition of the
units covers the broad field"
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
The Downtrodden Farmer.

An Ottawa man heard that a farm
er wanted to sell motor car. He
sympathized with the poor farmer
and his family because they were
forced to part with the machine for
financial reasons, he believed, and
went out to the farm to buy it. The
farmer was not at home, but his daugh.
ter was there. Il came out to buy
your car" he said. Which one?"
asked the girl.-Kansas City Star.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
He Knew.

The owners of a certain farm had
butter and eggs brought them daily
by the daughter of the farm. A train
ed nurse had a case at the owners
home. One day the farmers wife and
daughter were discussing this, when
the little boy. who had been listening.
said: Rita, if | go with you tomor-
row. will you show me the trained
nurse?" The girl said she would. and
the next day he accompanied her. The
nurse came into the kitchen. said a
few words to him, and went out. He
ran home at once. and arrived breath
less. Mother" he cried. ''the train
ed nurse is nothing but a girl!"-Har-
per's Bazar
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
New Color Schemes,

Navy blue and violet are dominating
colors in millinery, and are mixed
Very artistically with light threads Of
cerise, orange. green and gray straw.
Even the new flowers show the influ-
ence of these contrasting mixtures.
and often some novelties in their ar
rangements.
Poppies of shot taffetas succeed the
white poppies Of velvet. Each petal
rests on another large petal of green
crepe de chine, forming border all
round. while the heart or center of the
flower is in ostrich feathers, either
slack or yellow. This is an amusing
novelty for the spring millinery.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02

1t is supposed that the man in ques-
ton will have a den" of some de-
scription and there are number of
things to provide which are useful as
we'll as ornamental. For instance, a
bronze incense burner to hold cigar
ashes, a stunning metal desk set, a
brass candlestick with bayberry can
die, a metal letter holder, book ends
of wood or metal, framed sentiment,
etc. In fact, there is almost no limit
TO acceptable objects outside Of the
everpresent pillow, of which, like tea
spoons for a girl, there can never be
too many"
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
Worlds Debt to Books.

How safely we lay bare the poverty
of human ignorance to books withou~
feeling any shame. They are masters
who instruct us without rod or ferule,
without angry words, without clothes
or money. II we come to them they
are not asleep: II you ask and inquire
Of them they do not withdraw them
selves; they do not chide you II you
make mistakes; they do not laugh at
you If you are ignorant.-Richard De
Bury.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
PUBLICITY LIGHT THAT SAVES
The Advertisers Pledge of Honesty
and Square Dealing Is Like a
Confession Before Men,

(Abstract of an address delivered at the
banquet by the Fort Worth Advertising
Mems club to the Associated Advertising
Clubs of America, at Fort Worth, by
James Schermerhorn)
Publicity can do for us what the
light that fell upon the Damascus
road did for Saul: it can save us
from ourselves. 1t Is the searchlight
turned back upon our own purposes
and methods. 1t can save nations,
states and parties by uncovering the
refuge of deceit and the hiding place
of duplicity. Some far-sighted cor
porations are beginning to love light
rather than darkness. They are
coming out Of their secret places to
give their side of the case to the
common people.
Professional reserve Is blinking in
the sunlight of publicity 1t thinks
It may be able to stand it eventually.
What blessing to mankind If min
listers, doctors and lawyers would daily
known of all men, so that publicity
could point the way straight to the
right door In the urgent hour of
stress and need.
The medical associations have a
greater horror of getting into print
than they have of transmitted infec-
tion through the marriage of the ply
sically unfit-a frequent tragedy that
might be averted If ethics did not i'm
pose solemn silence upon the learned
men who could save the race through
preventive publicity. Publicity can
save bodily health through popular
enlightenment and business through
multiplied appeal.
AS a man advertises from day to
day in his own business, so is he. It
is really the old-fashioned sign OF
conversion, taking a stand in meet
ing 1t Is the formulation of your
business creed, your confession be-
fore men.
You are putting into form your best
promptings, your fondest hopes COM
mercially. What you have written
you have written, and when 1t stands
out from the printed page day after
day, it may speak to the necessities
and purses of others, but it speaks
to your sense of consistency and in
tGgrity
If at the outset your promises are
fairer than your performances, there
is hope; for your copy proves that
YOU know what you ought to do in
your dealings with the public. Give
conscience time and it will catch up
with your copy; for self-accusation
is a self-starter and is not restricted
by the speed laws.
Advertising may be self-revelation
TO begin with; but on long contract
It is pretty liable to become self-re-
generation. For we all aspire to be-
come what our friends feel we are
capable Of becoming. 1t is the dis
trusted that despair Publicity is the
advertisers pledge his covenant with
the consumer in the open
Daily repeated and daily tested 1t
should come to be in good time
for true worth is not gained at a
bound, but tolls upward through the
night-the lodestar of his better self,
the light that saves
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
A.. G..

1t is not necessary to say anything
on the card, on the other hand, it is
perfectly proper to do so. The words
Sincere good wishes" or Hearty con-
gratulations" seem to bring the donor
into closer touch with the recipient,
but as with all things, this is a mat
ter of personal feeling. Dame Curt
sey has said time and again that an
invitation to home wedding demand
ed an immediate acceptance" or ere
gret" the same as for any social func-
tion at a home. A wedding at the
church does not require a reply.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
For Itching Skins
and Pimply Faces
Try Resinol Free

IF you suffer from eczema,
l salt rheum, ringworm,
pilnples and blackheads, or
other distressing skin or
scalp trouble, you should
send at once for a generous
free trial of Resinol Soap
and ResinolO Ointment. These
will prove to you how Resi-
mol stops itching instantly
and quickly clears away
eruptions.
Sold by all druggists, For free sam.
pies write TO Dept sK, Resinol Chemical
Co., Baltimore, Md.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02

Being in doubt I come to your help
full department for information. Is 1t
necessary to write anything upon the
card that is sent with a wedding gift?
II so, what? Must an invitation to
wedding be acknowledged?
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02

The best man is supposed to be the
moral support and adviser of the
bridegroom; he sees to the details.
such as having the necessary creden-
tials at hand required by the state
and clergyman, pays the latter,
stands by the bridegroom and enters
with him; he takes the maid Of honor
Gf there is one) under his especial
protection after the ceremony. In fact,
he is supposed to be the official think
er for the bridegroom. Pearl studs
and cuff links, a white bow tie, white
kid gloves and white waistcoat, with
patent leather pumps, go with full
evening dress.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02

Alfred de Musset's love for irrespon-
sive George Sand gave his thoughts
such an extraordinary elevation that
he wrote many brilliant poems in con-
sequence. Chaucer sang the praises OF
many queens, but his one great love
was Philippa Picard de Rouet, the
Lady-in-Waiting to Queen Anne of Bo-
hemia- He waited nine years to marry
her. but made it matter of complaint
in several poems.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
Sight Of the Color Blind.

A color blind person sees light as
either white or gray and dark colors
appear either as dark gray or black
This mutual sensitiveness is due to
the fact that the light nerves and coll
or nerves are closely interbound, but
there Is different set Of nerves for
both light and color. just as there are
different sets of nerves for tempera-
ture and for touch
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
Charlotte ]. Cipriani of the Univer-

Charlotte J. Cipriani of the Univer-
sity Of Paris says: "It may prove in
structive to call attention to the fact
that Of the three oldest universities in
Christian western Europe, Salerno.
Bologna and Paris, two-Salerno and
Bologna were thrown open from
their origin to women, both as students
and professors. Nor did the women
fail TO take advantage of this oppor-
unity"
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02

Your card If sent from the florist
with the flowers which you order by
telephone or mail need have nothing
upon it beside your name, but if you
wish you may send card which has
penciled upon it "With deep sympa-
thy" or Accept our sincere sympathy
In this your great sorrow"
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
A Constant Reader.

There are several books Of games
and amusements intended to help
those who entertain but who have lit
tie time or thought to give to the mat
ter. Just send me a self-addressed
envelope in care of the paper (stamp-
ed and will send you the names and
prices of three or four.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02

| have received so much help by
reading your page that l come to you
now.
My brother will marry in the fall
as he will go to our home and | am
not able to go to the wedding shall |
send the present home or give it to
them when they come back to the
city? Engie.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
Effective Background.

do you think your audiences enjoy
the statistics you quote in your
speeches?"
NO." replied Senator Sorghum; Il
Just put 'em in to make the rest of my
remarks seem more interesting by
contrast"
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
RepIY E. L. O.

A girl only twelve years old Is en-
Grely too young to have beau or go
to dances. Perhaps young people
think | am too strict, but remember
have been over the road and know
and girl loses all her freshness and
attractiveness by going out when she
should be in bed by eight O'Clock.
NINE. MERRi.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02

Seems to me as long as the bridal
couple are to make their home in the
same town that l would wait and give
them your gift when they arrive. as it
will save them packing it and bring
ing back with them. However, it will
be perfectly proper to send it to the
bride before the wedding if you pre-
fer.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
SOCIAL l{oe1m5
ard
Entertainment
~ e Il
From a Mere Man.

VIII you kindly advise me the du-
ties of the best man" at home we'd
ding? am to wear a dress suit. VIII
you state the accessories that go with
1t? Harry.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
Gard to Send With Flowers.

Will you please tell me what to
write on a card to send with flowers
when death occurs?
Anxious to Know.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
Fift for a Man.

Will you name few articles that
young woman may with propriety give
to a man who is about to leave for
distant city to study law?
Sweet Sixteen.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
Still Hoplnu.

Pa, are you an optimist?"
Yes. l am still hoping to be able
some time to attend a national conven-
tion at which no band will be permit
ted to play Dixie"
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
Send Self-Addressed Stamped En-
velope.


l find your department very help
full. l would like to know Of a book
of nice parlor games that could be
played at house parties for boys and
girls.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02

Dissolve the oils in the alcohol and
add the water. Then stir into the
liquid about two ounces of precipated
phosphate of lime and filter This
will improve with age.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
LESSON FOR AUGUST q.
THE WORTH OF THE KINGDOM.

LESSON TEXT-Matthew 13, 44-53
GOLDEN TEXT-"Seek we first his
Kingdom. and his righteousness; and all
these things shall be added unto YOU"
Matthew 6:33.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02

The man who is "afraid his
competitor will find out" might
profit by what the latter al
ready knows about him.
Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-08-02
INTERNATIONAL
SUNlNSC[lOOL
LESSON

(By e. o. SELLERS, Director of Eve
ming Department. The Moody Bible
Institute of Chicago)
The Prescott daily news., 1912-03-11
HARD TO SEE.

First Scot-What sort O meenis- ter hae ye gotten, Geordie?
 Second Scot-We seldom get a glint Q him; six days O tn week he's envees'ble, and on the seventh he's incomprehensible. le.-Tit-Bit
The Prescott daily news., 1912-03-11
TALKING LOSES MANY A jO3
Man Who Succeeds Is Not He Who Spends the Working Hours
 in Conversation.

Conversation has lost many a man his job. The man who spends a part of his working hours in conversation decentralizes his energies, weakens his ability to concentrate and pours sand into the machinery of the insti- tuition.
 The man who puts "the punch" into his work is not the man who gossips with the man at the neigh boring desk, or who hangs around corridors and corner cigar stores in- dulging in idle conversation.
 The man who makes the toilet room of an office building a social resort never gets to the top of the ladder. The toilet room orator may be popular with the drones of the in- stitution, but it is always observed that he has neither influence nor money to lend. He is generally the kind of man who tries to use 8 "pull" to get raise.
 Failure in life is the result of the abuse of opportunity and malinger- ing. It is the man who keeps busy who keeps healthy, and only the healthy in mind and body rise to the top.
 Some men are so busy looking for help that they forget to help them selves.
 The only "pull" that counts in getting closer to the goal of success is the ''pull' that comes from per sonal effort on ones own behalf, abil- ity and push.
 The man who expends his energies in expatiating on the merits of this or that baseball club robs himself of the energy required to seize opportu- mites and advance.-The Mediator.
The Prescott daily news., 1912-03-11

"ANIED--Men to learn Barber Trade Why 90 to kapsa. City CT St Louis where t Of the state law tr
 uueh' 10 receive money in barber coese' Write Palmer hsutue Joplin Mo- or Little Rock Free instructions and wages from start. '"'
The Prescott daily news., 1912-03-11

"ANIEp--Ladies to learn latest method n beauty eur, permanent natural har chiopody mnneurine manussfn
 a sops special sehoarship includes tools diploma Our graduates make run S25 to $50 weekly Write nj o, - Palmer System. 22l l.2 Main Little Rock "
The herald-advance. (Milbank, S.D.) 1890-1922, 1912-03-01
w A BAD LOSE

exists, non the less. 1t simply isn't
printed. The nearest thing to it in
print is a rule prohibiting "acts detri-
mental to the exchange" on the part
of it's members, which, as one Of the
board of governors pointed out, might
be made to v any number OF
things. Among them is the catering
to feminine spectators, he said. The
fact that a sort Of kindergarten In
mex went with the women's depart
ment had nothing to do with the case.
Wall street half expects to see the
proprietors of the New street rocking
chair trading club and day nursery
punished in some way-by suspension
from the exchange, possibly. 1t is
pretty certain that the club and the
nursery will go out of existence. 1t
will have to. Women who want to
dabble in stocks are as unwelcome as
a crook below the dead line" All
this in spite Of the fact that only a
few weeks ago Mrs. Emmeline Pank-
hurst told Wall street any number Of
stories about women who had gone in
to business and made a success Of it.
Its the experience Of hundreds of
stock brokers that the woman who
The herald-advance. (Milbank, S.D.) 1890-1922, 1912-03-01
Wall Street Brokers Draw the
Sex Line.
New York Consolidated Exchange
Firm Likely to Be Disciplined by
Board for Its VioIation-Un-
written Rule Exists.

New YOrk.-A Wall street brokerage
nrm has got itself into trouble and
may be suspended by the Consolidated
stock exchange because it recently
opened a women's department, fitted
up with a few rocking chairs. had a
woman in a white sweater stationed at
the ticker to read the quotations and
down and bring their young ones with
them il they cared to-which they did,
in some cases. This is a punishable
offense in the street. Not the children,
but their mothers are the ones object
ed to. There are no cries Of Place
The establishment with the nursery
attachment to it's women's department
is on New street, just a block away
from the exchange of which the firm
is a member. 1t had really only just
begun to build up the new branch of
its business when the exchange heard
of it and signaled the call to arms of
the board of governors. This had the
effect of clearing the women's Dom Of
all children and of all but two wo-
men, while the person in the white
sweater who had been lingering many
yards of ticker tape was supplanted by
a man.
You may search the rule book Of
the Consolidated from cover to cover
for an article or a bylaw f%orbidding
women to come down and trade in
stocks like the men, and to bring
their youngsters along with them. as
now and then a proud father has done
On a half-holiday, but you will not find
what you are looking for. The rule
The herald-advance. (Milbank, S.D.) 1890-1922, 1912-03-01
Personal.


Telling a Cleveland friend his hat
was in the ring, Roosevelt promised
to declare his position soon.
There IL some r~estlessness In the
senate over delay in disposing of the
Stephenson and Lorimer cases.
Papers dealing with the record OF
Paymaster Ray we're found and turn
ed over to the house committee.
Mr.. Roosevelt accepts, in his Co.
lumbus speech, the machinery of un-
limited democracy now being worked
out in a number of states.
Norman E. Mack has resigned as
democratic state chairman OF New
York.
California ~progressives have aban-
doned La Toilette and taken up the
cause of Colonel Roosevelt.
President Taft sent to the senate
the name OF Mahlon Pitney to be asso-
ciate Justice Of the supreme court.
Attorney General Wickersham says
It will take R~oosevelt's word to sat
isfy him he is a candidate.
3, H. Meyer at q hearing urged
wider powers for the commission. in
Guiding physical valuation OF railroads
and supervision Of bonds.
The herald-advance. (Milbank, S.D.) 1890-1922, 1912-03-01
BODY IN COFFIN NOT WlFE's
Last Look at Dead srings Joy to
Maiden (Mass.) Home-SimiIarity
Of Names Caused Mistake.

Maiden, Mass.-Abraham Levine
and his three children were weeping
over the coffin bought for Mrs. Lee
vine, the wife and mother, when Abra-
ham, opening the coffin for one last
look at his wife, discovered that the
body was not hers.
Mrs. Levine had been a patient at
the Tewksbury hospital and Abraham
had received word that she was dead.
Investigation showed that his wife
is alive, and that the mistake had been
due to the fact that the name OF the
dead woman was somewhat similar.
The herald-advance. (Milbank, S.D.) 1890-1922, 1912-03-01
Iowa Town Moved Two Miles

stranger went on to point out the ad-
vantages that would accrue to the
town by the fulfllment of the plans
of the railroad company.
THE superstition, however. was not
we'll founded, as he oon found. II
the railroad wished to come to Cal
Hope, we'll and good, declared the
sturdy burghers, but CalliOpe would
offer no brides. At this the railroad
ity, and informed his audience that If
Calliope did not choose to accept the
generous compromise held out to 1t by
the railroad, the company would make
| Calliope come to the road.
Then one day an ugly rumor was
afloat. 1t was whispered from mouth
to mouth that one Of the councilmen
who had been most emphatic in de-
nouncing the railroad agents prefer
had bought a quarter section In the
path of the projected railroad, and in
company with the railroad advance
agent was laying out the new town.
Further investigation disclosed that
the councilman had bought an evSs
100 acres Of land-what vas more, he
had parceled it out In regulation city
lots, had opened a cracker box office
and was doing a 1ourishing real estate
business.
THE hegira continued. The the
same suave gentleman visited the
principal merchants Of the town and
made them an offer of a free site In
the new city II they would move. 1t
was too much. Immediately there was
4 scramble to secure the most desi@
able locations in the new city-which.
by the way. he said was to be named
! Hewarden-in his own honor. One By