davidaulloa/AmericanStories huggingface dataset:
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

people. This is the rock where many
60 down. They think that if a thing
appeals to themselves it must also ap.
peal to others, when such might not be
the case No one thing must be watched
more than this, An ad. might not ap.
peal to the writer, but it might be high
ly efficient. The result it produces
will largely determine whether or not
il is efficient.
The merchant who feels that he can.
not write to reach the class Of people
to whom he wishes to cater would do
well to have the work done by some one
who knows how. The money he will
spend for this service will bo more than
repaid by the results obtained.
If man goes into restaurant he
does not have to eat cOrned beef and
cabbage simply because the cook likes
that toothsome dish, He orders what
he wants, irrespective Of what the cook
likes or dislikes. The buyer for the
men 5 furnishings department Of a large
store would be considered candidate
for some asylum should he buy largo
quantity Of red necktics, simply be.
cause he liked them. II is more likely
that such Il buyer would keep his ear
TO the ground and buy what he knew
would sell, regardless of his personal
tastes. So should It be with the man
who writes ads. He should always bear
in mind that the first thing in adycrtis.
ing is to write with the idea Of influ.
encing the people he wishes to buy his
wares.
Too much care cannot be used in pre-,
pairing and writing ads. The wording is
a very important factor. The ads
should be so simply wordcd that the
reader cannot possibly misunderstood,
Once IN retail store | heard a young
woman say to her mother, "Wcll, |
guess we had better 90 and see some
millinery The mother replied "Why
/ thought you were going to buy a
HAITI" Now there was a ease Of wo.
man who evidently did not know that
women's hats were millinery But she
and her daughter had como to the store
to buy, and their money was as good as
the money Of people with more educa.
tion. Anyone, either educated or hit.
crate can usually understand simple
statements
Assuming that the mission of adver.
tisug is to create n desire in the minds
Of readers and sell goods It follows that
there cannot be- too much attention
given to the whole ad. Every manu-.
facturcr or merchant should give to his
newspaper advertising the same thought
and care that he gives to the matter Of
buying. He will find that II will pay in
dOllars and cents,
The next article in this serios will be
entitled "Continuous Advertising"
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

Any kind Of newspaper advertising
is better than no advertising at all.
But the right kind Of newspaper adver
tising is better than the kind that is
not so efficient. BY the right kind Of
advertising mean the kind that brings
the greatest results for the money ex.
pended There are ads and ads, and
they all perform some kind Of mis-.
sion. But the better ads are kind that
pay best
Efficiency is the watchword in all
kinds Of business today, and in no one
line is efficiency so necessary as in ad.
vertising, The man who is buying ad
Vcrtisng space wants to get the best
results possible, and whether he does
or not is largely up to him, Time was
when advertising was hit and miss
business, thing of uncertain quantity.
That time has passed and today peO.
pie are paying more attention than ev.
or before to the advertising they arc
placing,
There have been men who have tried
to surround the advertising business
with halo Of mystery; who have tried
TO make it seem n thing that could not
be understood by the average lay mind,
This is wrong, for there is nothing mys.
tcrious about advertising 1t simply
involves the telling Of story about
something the advertiser has to sell
and the simpler II is told the better. It
is not necessary that there should be
any frils in the telling
Many men make the error Of thinking
that an original ad, is necessarily a
good one They do not realize that orig.
inality may be detrimcnt, Sometimes
n very commonplace ad, is very eff.
cicnt one, Other men think they must
use technical or trade terms, This is
wrong, for the average newspaper read.
er has not the time nor the inclination
to learn trado or scientific tcrminology,
What he wants TO know is what he Is
offered, where he can get II, and what
IL win cost,
Each advertiser has his own prob.
lens which he must work out for him.
self, or get someone to solve for him.
They are usually problems that cannot
be decided offhand aud are worthy Of
the best thought he can give them, For
instance the dealer who sells pianos
must necessarily use different style ads,
than the man who is selling coal Or
again, the merchant on the outskirts
Of the town must use different methods
than those used hy the leading mcr.
chant who Is located in the heart Of
The city. 1t is by properly working
out these problems that he will bring
success out Of his business
The great difficulty with most NOR.
chants Is that they word their ads, to
please themselves, and not with the
idea Of reaching any particular class Of
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16
@@@@ nm 77TIT5 Az%@@
$iPjSRTfi5T{El{g; IN { WORLD WORLD
JOLTS
++++4++++44+4+++4+++++++4

Practice games will be played by the
Salem Senators next Sunday, and the
following Sunday, there being enough
local talent available for the purpose,
Captain A. R. Baker stated today that
he wanted everyone who wishes try,
out on the team to be on hand so that
they can play. The two games will
give the captain an opportunity to as,
certain definitely the qualifications of
the players. The first Monday in
May the first regular game of the sea.
son will be played with the X c. team,
Of Portland. The X. G. team looms up
strong this year, and the game will
surely be a good one.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16
Pains in the Stomach.

If you continually complain of pains
in the stomach, your liver or your kid,
neys are out of order. Neglect may
lead to dropsy, kidney trouble, diabetes
or Bright's Disease. Thousands recon.
mend Electric Bitters as the very best
stomach and kidney medicine made. II,
T. Aston, of Raleigh, N, c., who suf.
fcred with pain in the stomach and
back, writes; "My kidneys were de-.
ranged and my liver did not work
right. l suffered much, but Electric
Bitters was recommended and I i'm.
proved from the first dose. I now feel
like n new man." 1t will improve you,
TOO. Only SOC and $l.OO. Recommend.
ed by j. G. Perry.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

This is to certify that all druggists
are authorized to refund your money if
Foley's Honey and Tar Compound fails
to cure your cough or cold. John Ber-
net, Tell, Wis, states "I have used
FOley's Honey and Tar Compound as a
family medicine for five yc"rs, and it
has always given the best of satisfac.
tion and produced good results. 1t will
always cure a cough or cold. For chill.
dren it is an indispensable on account
of its pleasant taste and its freedom
from opiates' Refuse substitutes. DIR.
Stone 3 drug store.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16
THE CHIMES OF NORMANDY
SPLENDIDLY PRESENTED

"The Chimes of Normandy" the
comic and romantic opera presented
evening by Dean Mendenhall of the
Willamette University college of music,
was by far the best musical production
that home talent has ever presented to
a Salem audience.
Every number of the nineteen solos
and choruses introduced during the
opera were of a superb quality. Both
the music and the singing were beyond
the highest standard person could
have imagined for a home talent opera.
The success can only be explained by
the presence of seventy carefully train.
ed voices in the chorus and the fact
that Salem possesses the number of
super.excellent soloists that appeared in
the production.
But especially is Dean Mendenhall
responsible for the marvellous excel.
lence Of the musical as well MS the dra.
matte rendition of the production.
The part Of Serpolette, the village
orphan, was taken by Mrs. Mendenhall
Her conception of the part was very
pleasing and both her singing and her
acting displayed extraordinary ability
Edith Rossly Collas, the new instruc.
tor at the w. U. college Of music made
her initial appearance before a Salem
audience in the role of Germaine, the
lost Marchioness, The wonderful con.
troll Of her beautiful contralto voice
was a delightful feature Of a large por.
tion Of the musical numbers. No..
Guy Sargent, who took the part Of
Henri, the Marquis of Cornevillc, was
perhaps the greatest favorite among
the male contingent His excellent
voice and handsome features allowed
him to occupy place in the production
that few could master.
OF course, a willamette production
would not be complete without "Rus.
ty" Schramm, and both his famous
voice and his ability as an actor stood
him in good stead in his maintenance
of the part, Grcnicheux, the fisherman.
The wonderful bass Of Ralph Jones
has long been one of the praiseworthy
features Of the First Methodist choir,
but the manner in which he combined
his ability in this line with the portray.
al of the character Of Gaspard, miser
gave rise to no small amount Of com.
mcnt and applause,
II remained, however, for Charles Er.
sloine to put the laugh.provolSing ele-
meuts into the play and this he did
with such success as to call forth round
after round Of applause in his pre-.
sentation Of the part Of the Baili.
OF the minor parts Roland Pfaff
played the role Of the Notary, CARING.
worth Of the Registrar and Herman
Clark Of the Assessor
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16
suit over a Dog.

A case in which an alleged unoffend.
ing collie dog figures prominently is
being tried in Judge Kelly's court this
morning, The parties interested being
M. D. McAllister, as plaintiff, and Har-
ry sappingfield as defendant.
A year ago the plaintiff commenced
suit against Sappingfield for damages
on the ground that the defendant shot
his (the plaintiff's) sheep dog. The
case was tried in the Justice court and
McAllister was awarded judgment in
the sum of 500. The defendant is now
appealing to the circuit court to have
the Judgment set aside.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16
Jim Ha meets There.


Chicago, April l5,-To give the state
its full congressional representation
since the unseating Of Senator Lori
mer, senator.elcct j, Hamilton Lewis
is On route from Chicago to Washing
ton today, Ho viii bo sworn in upon
his arrival.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

Portland started the baseball season
right by sending 10000 to the opening
game of the Beavers and Los Angeles.
The teams showed their appreciation by
staging an thinning game, with a
score of IL. 1t was one of the best
baseball performances ever staged on
the coast.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

The only people who have no. regret
for anything they ever said are those
who have never said anything of i'm
pOrtance.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

Commission government will proba-
bly, carry, spite of the heavy handicap
of the vOluminous and confusing pam
phlet
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

Harlem Tommy Murphy, who fights
Ad. Wolgast at San Francisco Satur.
day, received word this week from
Brooklyn that his wife had presented
him with a daughter.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

Don't be surprised if you have an at.
tack of rheumatism this spring. Just
rub the affected parts freely with
Chamberlain Liniment and it will
soon disappear Sold by all dealers,
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

Perhaps no other class Of officials
have such a power for good as judges,
and many of them are doing great good.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

And some men will talk to them.
selves because they like an apprecia.
tive audience.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

A ball game between the Salem high
school team and an alumni nine is
scheduled for this afternoon. The alum
nj lineup will probably be: Phillips c,
Small p, Jones lb, Barrick (capt.) 2b,
Farmer 3b, Welsh IS, Moores rf, Kay
CT, Kirke If,
s#H
The tryout for the first track team,
which will represent the local high
school at Corvallis Saturday, will be
staged late today.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16
Both Killed in Duel.
UNITED PRESS InAsnp WINE :,

Birmingham, Ala, April l5,-Rol,Dd
shugart, an attorney, was killed ana
his brother'in-law, Haynes Moore. q,
tally wounded in pistol duel betvoon
the two men here today. The cause !,
the duel is not known.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

Many man fails to forge ahead be.
cause he has the looking backward hab.
it.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16
Better Advertising

The Fourth of Series of Twelve Articles Advertis-
ingWritten Expressly for The Capital Journal by T. H..
Shore.
Copyright 1912 by t. H Shore,
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

"My little son had very sever.
cold. was recommended to try cb,m,
bcrlain's Cough Remedy, and before
small bottle was finished he was 4,
well as ever" writes Mrs. H. Silk,
20 Bowling street, Sydney, Australia
This remedy is for sale by all doalen
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16
Pacific Coast League.

Yesterdays Results.
At Portland-POrtland l, Los Ange.
les l I'll innings.
At San Francisco-Oakland 70, San
Francisco 2.
At Los Angeles--SaCramento 13,
Venice 3.
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16

A drunken man will tell you every.
thing he knOws-but what 3 the use7
Daily capital journal. (Salem, Oregon) 1903-1919, 1913-04-16
Between WOrnen'S
Health or Suffering
The main reason why so many
women suffer greatly at times
is because of a rundown con-
dition. Debility, poor circula-
ton show in headaches, Ian
guor, nervousness and worry.
BEECHAM'S
PILLS

ChI LAfpOIl Sale q Any Medicine 10 thS WOHD
are the safest, surest, most
convenient and most economi-
cal remedy. They clear the
system Of poisons, purify the
blood, relieve suffering and
ensure such good health and
strength that all the bodily
organswork naturally andprop-
erly. In actions, feelings and
looks, thousands Of women have
proved that Beecham's Pills
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22
Currency Bill Is
Passed By Senate,
Vote Being 54-34

Washington, D. C. Dec. 49,
The administration currency re-
form bill, proposing a revision of
the financial system of the Unit
ed States and the creation of
regional reserve banks to act as
stabiIizing elements in the bank
ing and financial world, tonight
passed the senate by a vote of
81 to "a.
Forces that had fought to-
gether for improvement and
amendment of the measure to
the last, divided when the final
vote came. Senator Hitchcock,
who had led the opposition to the
bill, returned to the democratic
ranks, and Senator Weeks, one
of the leaders on the republican
side and five other republicans
and Senator Poindexter, voted
for the measure.
Wide differences exist between
the form of legislation passed by
the senate tonight and the bill
that several months ago passed
the house. Democratic leaders
already have partly adjusted
these differences, however, ane
it was tonight predicted that the
bill would be completed by {
conference committee and sen
to President Wilson for his sigma
ture by Monday night.
The adoption of the admins
tration bill known as the lower
BILL" followed upon the forma
defeat, by A to Al, of thu
Hitchcock bill, (which had beer
endorsed by Senator Hitchcock
and the five republican members
of the evenly divided senate com
mittee that passed on the legis
. lation. The senate previously
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22

had rejected, without roll call, a
central bank" bill offered as a
substitute by Senator Burton.
The senators who voted for
the Owen bill were:
Democrats = Ashurst, Bacon,
Bankhead, Bryan, Chamberlain,
Chiffon, Clarke. Fletcher, Gore,
Hitchcock, Hollis, Hughes. James,
Johnson. Kern, Lane. Lea, Lewis,
Martin, MARITIME, Myers, New
lands. O'Gorman, Overman,
Owen, Pittman. Pomerene, Rams
dell, Reed, Robinson, Salisbury,
Shafroth. Sheppard, Shields,
Shively, Simmons, Smith, (Ari-
zona), Smith (Georgia), Smith
(Maryland), Smith (South Caro-
lina), Swanson, Thomas, Thomp-
son, Tillman, Vardaman, Walsh
and Williams-47.
Republicans Crawford, Jones,
Perkins, Norris. Sterling al d
Weeks-6.
Observation-Disclosures.
Those who voted against the
bill were:
Republicans Borah, Bradley,
Brady, Brandegee, Bristow, But
ron, Catron, Clapp, Colt, Cum
mings. Dillingham;, Dupont, Golf,
Gallinger, Gronneau, jackson,
Kenyon, La Toilette. Lippitt.
McCumber, Mclean, Nelson,
Oliver, Page. Penrose, Root,
sherman. Smith of Michigan,
ISmoot, Switzerland, Stephenson,
Townsend, Warren and Works
ia.
| Absent and paired:
Burleigh, Clark (Wyoming)
Culberson, Fall, Lodge, Stone,
Thornton.
Vacancy-Alabama.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22

Will cure your Rheumatism
Neuralgia, Headaches, Cramps,
Collie, Sprains, Bruises, Cuts and
Burns, Old Sores, Stings of Insects
Etc. Antiseptic AnOdyne, used in
ternally and externally. Price Csc.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22

| want some nuts, candy and some
fruit.
Your Loving friend,
Harold Simons.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22

Harold Simons.
Dear Santa Clause:
am girl of s years. / want
broom, a stove, a sewing machine,
a set of dishes to go with my doll,
and | want large trunk. I want
some candy and fruit and nuts.
Your friend,
Edna Simons.
Dear Santa Claus:
am a little girl % years old. l
want nice gocart, a set of tin
dishes, some picture blocks. I want
a broom, some fruits, candy, and
some nuts.
Your friend,
Mildred Sinons.
Dear Santa Claus:
Please send me street car, train
automobile, fire wagon drum and
horn.
Ward Grantham.
To- 4Lo a. r.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22
Letters To Santa Claus
Fitzgerald, Ga.
Dec. 49,, 1918.

Dear Ola Santa:
| am little girl Z yaars old. 1
want you to bring me some vases
and big doll and doll carriage
and some fruit, and I want you to
bring my little brother big red
delivery wagon, we'll loaded with
fruit, be sure and don't forget me.
Your little girl,
Evelyn Roberts.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22

Costs little-make big money. Simplest, fastest,
lghtest running IT'S all IN the TAYLOR FEED. Every
mill fitted with wire cable drive setout attach
nents and adjustable ider. Improved carriage
backing device is quick acting and time saver.
Made in all sizes. portable and stationary.
We manufacture engines boilers shngle machines cutoff
wood sptters etc. and do foundry work. Write ol
prices Eow.
IaIIary Taylor Iron Works. Box 20, Macon, Go.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22

Join the the Chamber of
Commerce.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22
Dear Santa Clause:

Dear Santa Clause:
Please bring me vanity box
with some powder in 1t and bottle
of perfume. I've been a good
little boy and haven't stole any
money from the bank.
Bye, Bye,
Johnnie Yates.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22
Dear Santa Claus:

Dear Santa Claus:
am a boy of 10 years old. 1
want RugrE football, pair of
skates a 1000 air rifle, a pistol. l
do not want much this Christmas.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22

My Dear Santa:
wish you would bring me q
toy piano. I do love my music and
bring me a handkerchief with some
lace on it.
Goodbye,
Henry Stewart.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22
Dear Good OLD Santa.

Dear Good OLD Santa.
Since last Christmas have
grown very stout so l won't ask
you for candy and nuts but please
bring me Santa little of antifat
and an Irish mail. Some people
call me Billy Bounce but am
lust plain little Earl Wooten.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22
Dearest Santa:

Dearest Santa:
| love you SO much and l want
you to bring me choo-choo this
Christmas as I've been good little
boy and live at the Lee Grant.
Don't forget some candy and fruit.
Your loving friend,
Cholley TaIiferrlo.
The leader-enterprise. [volume] (Fitzgerald, Ga.) 1912-1915, 1913-12-22
Dear Santa Claus:

Dear Santa Claus:
My age is eight. want for
Christmas a pair of skates, a han
car, climbing monkey and some
nuts and fruit, an air rife hundred
shot daisy rifle, do not W. mt
much this year, and l won't bother
you about the candy because it
will make me sick.
Your loving friend,
Oakley Simons.
Atlanta Georgian. [volume] (Atlanta, Ga.) 1912-1939, 1913-03-13
3OOAtIanta Dairymen
Agree to Cooperate
To Supply Pure Milk
Lectures on Sanitary Questions
Will Be Given to Members of
New Organization.

In a few months the milk from 1000
cows distributed through no less than
500 dairymen to the people Of Atlanta
will be the very best milk. the purest
milk and obtained under the most sari-
tary conditions This was the sense of
meeting of the organization commit
tee of the Atlanta Dairymen's associa-
ton, held Yesterday afternoon.
Plans are being made to have every
dairyman in Atlanta a member I'm
mediately the organization Is perfected
a series of lectures win be arranged to
be made by some of the foremost dairy
men in the United States They viii
be along the line of the sanitary dairy
and giving the patrons the very best
quality of milk producible. Inspector;
will be appointed to look after the work
examine the dairies. the cows and th'
milk and see that the public gets wnat
it is paying for.
More than 800 dairymen have al.
ready come into the association and
within a few more weeks the greater
number are expected to become mem.
bers.
Atlanta Georgian. [volume] (Atlanta, Ga.) 1912-1939, 1913-03-13
COL. J. HAM LEWIS
DEFEAT FOR TOGA
FRAMED BY CAUCUS

SPRINGFIELD, ILL, March "a
With Il of the rs Republican members
of the general assembly present and
without a dissenting vote Republican
senators and representatives, in a joint
conference which adjourned early to-
day. adopted a resolution pledging
themselves to vote for the nominee of
the Progressive caucus, Frank II. Funk,
for United States senator for the term
ending March 4, 1915, provided a num-
Der of Progressive members of the gen
eraI assembly sufficient to elect in each
case will unite upon and vote for the
primary nominee of the Republican
party, Lawrence Y. Sherman, for Unit
ed States senator for the term ending
March 4, 1919.
The resolution will be delivered to
the Progressives today.
Colonel ]. Hamilton Lewis is the
Democratic nominee and has so far led
the field in the balloting.
Colonel Lewis received the Demo-
cratic preferential vote for senator In
the primary last fall, and Mr.. Sherman
was the Republican choice.
Atlanta Georgian. [volume] (Atlanta, Ga.) 1912-1939, 1913-03-13
BEACH is
BEING IMPROVED BY
NORTHERN CAPITAL

Great improvements are, being made
at Atlantic Beach, Fla a rfort pop
ular with Atlantaus. The Flagler in
terests. comprising the Florida East
Coast Hotel Company, have sold 1t TO
Northern capitalists. who have formed
the Atlantic Beach Corporation.
The Hotel Continental has been COM
pIetely renovated golf links, polo
grounds and tennis courts are being
added. and a fish camp viii be built on
the St. Johns river at what is now
known as Jettyville.
The president of the new corpora
ton is Ernest R. Bracket, and Henry
S. Perch is general publicity agent. A
number of prominent Atlantans have
reserved building sites, and enough
apartments at the Continental have
been reserved to I'LL that hostelry in
June.