davidaulloa/AmericanStories huggingface dataset:
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
The Difference Between Amusing
and Convincing.

An advertiser must realize that
there Is. a vast difference. between
amusing people and convincing them.
It does not pay to be smart" at the
line rate Of the average frst-class
paper. I suppose that I could draw
the attention of everybody on the
street by painting half of my face red
and donning a suit OF motley. l
might have a sincere purpose In wish
ing to attract the crowd, but I would
be deluding myself If I mistook the
nature Of their attention.
The new advertiser Is especially
prone to misjudge between amusing
and convincing copy. A humorous pic
ture may catch the eye Of every
reader, but it won't pay as well as
an illustration Of some piece OF mer-
chand!se which will strike the eye OF
every buyer. Merchants secure vary
ing results from the same advertising
space. The publisher delivers to each
the same quality Of readers, but the
advertiser who plants flppancy in the
minds of the community won't attain
the benefit that Is secured by the
merchant who imprints c%lInchlns argu'
ments there. .f'..
Always remember that the advertis.
ing sections Of newspapers are no diff
ferent than farming lands. And It Is
as preposterous to hold the publisher
responsible fol. the outcome of unin-
telligent copy as it would be unjust to
blame the soil for bad seed and poor
culture. Every advertiser gets exactly
the same number of readers from a
publisher and the Same readers-after
that it's up to him-the results fiuctu-
ate in accordance with the intelligence
and the pulling power Of the copy
which Is inserted.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
international News Service.
RULERS.

The Emperor Francis Joseph Of Aus
trfa. The most tragic figure in mod
ern history, whose sixty-six years on
the throne have been one long sue
cession Of family and national trag'
edies. The assassination Of his heir.
presumptive, the Archduke Francis
Ferdinand, at Sarajevo on June a.
last, was the immediate cause Of the
present war.
King Peter Of Servla, whose king
dom, owing to his ill-health, Is now
governed by the crown prince. AS
cended the throne after the assassina'
ton Of King Alexander and Queen
Draga in 1903. T.
The Car, emperor Of all the Rus
sias, cousin Of King George, and
nephew of Queen Alexandra.
The Kaiser, king Of Prussia and Ger
man emperor. Cousin Of King George
King Victor Emmanuel Of Italy, son
in-law Of the king Of Montenegro, who
is ally Of Servia and possible opponent
of Austria, Italy's ally.
King George of England, related by
blood or marriage to nearly every roy
al house in Europe.
Prince Alexander Of servIa, the re-
gent, who leads one Of the Servian
armies In person. -.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
Points on
Advertising
By HERBERT KAUFMAN
(Copyright.)
The Tailor Who Paid Too Much.
Copyright.

I was buying a cigar last week
when a mar dropped into the shop
and after making a purchase told the
proprietor that he had started a
clothes shop around the corner and
quoted him prices, with the assurance
Of best garments and terms.
After he left the cigar man turned
to me and said:
"~Enterprising fellow, that; he'll get
along"
"But he WON'T" 1 replied, "and,
furthermore, I'll wager you that ne
hasn't the sort of clothes shop that
will enable him to-"
What made you think THAR
queried the man behind the counter
His theories are wrong" / ex-
planned. hes relying upon word OF
mouth publicity to build up his bust
ness and he can't Interview enough
individuals to compete with a mer,
chant, who has sense enough to say
the same things he told you, to a
thousand men, while he is telling 1t to
one. Besides, his method Of adver-
Using is too expensive. Suppose he
sees a hundred persons every day.
First Of all, he Is robbing his bust
ness Of it's necessary direction, and
besides he is spending too much to
reach every man he solicits."
81 don't quite follow you" j.
Well, as the proprietor Of a clothes
shop his own time is 80 valuable that
I am very conservative IN my est-
mate when I put the cost Of his solicit
ing at five cents a head.
Now, II he were really able and
clever he would discover that he can
talk to thousands of people at a tenth
Of a cent per individual. There is not
a newspaper in town the advertising
rate Of which is s1.00 per thousand
circulation, for a space big enough In
which to display what he said to YOU
IT never looked at it that way" said
the cigar a
It's only "the man who hasn't looked
at It that way" who h~esitates for an
instant over the ACCESSIBILITY and profit
ableness Of newspaper publicity.
Newspaper advertising is the cheap
est channel of communication ever
established by man. A thousand let
tiers with one-cent stamps will easily
cost fifteen dollars, and not n en-
velope in ten will be opened because
tho very postage is an invitation to the
waste-basket.
If there were anything cheaper rest
assured that the greatest merchants
in America would not spend individual
sums ranging up to half a million dol.
lars a year and over, upon this form
Of attracting trade.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
Who's Who In the
Great European War
NAVAL AND MILITARY OFFICERS.

Baron Conrad o Hoetzendorf,
chief Of the general staff Of Austria.
Marshal Putnlk, chief Of the Ser
Wan general staff, who was arrested
while passing through Austria. A
noted strategtst.
Gen. NORTH Won Auffenberg, COM
mander of the Austrian eastern army.
Former minister Of war.
Gen. L. Won Frank, commander Of
the Austrian central army.
Gen. c. PotIorek, commander Of the
Austrian western army. II
Rear Admiral r. Loff7er, in command
Of the Austrian active fleet.
Admiral Won Essen, COMMANDMENTS
chief Of the Russian Baltic feet.
General JIIlnskI, chief Of the Rus
sian army general staff. .
Prince Henry Of Prussia, Inspector
general of the German feet.
Admiral Won lngenohI, commander
in-chief of the German high seas fleet.
General Count Won MoItke, chief Of
the German army general staff.
Nephew of the. famous field marshal
who directed German operations in
1870. .
Admiral Won TIrpItz, the German
naval secretary. Has held office IN
interruptedly since 1897, and with the
kaiser has been the creator Of the
modern German navy.
Vlce-AdmIraI ,Amero D'Aste Stella,
the commanderin-chief Of the Italian
active fleet. ....
Lieut.. Gen. Alberto Polio, chief Of
the Italian army general staff. -.
General Joffre, commander-in-chief
Of the French army. Born in 1852
and served in the Franco Prussiab
war. A burly country gentleman Of
great simplicity Of character.
Admiral Boue de Lapeyrere, COM
mander-in-chief Of the active French
feet. A former minister Of marine.
who did splendid work in reorganiztng
the French navy at a time when It had
sunk, owing to misgovernment, into q
state Of unpreparedness.
Gen. Sir Charles Douglas, chief Of
the British imperial general staff, who
has had considerable var service In
India and South Africa.
Lord Kitchener, British war minis
ter and the most famous English SOL
der of today. The hero Of Khartum.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
BABY HAD SCALP TROUBLE

Carthage, Texas.-"My little girl had
some kind Of breaking out on her head
that came in white blisters and when
the blisters burst they formed some
thing like scales. If I washed her
head and combed the scales of they
would come again in just a few days.
The trouble looked something like
dandruff but was hard and scaly and
when the scales would come of all Of
the hair came also and would leave
the head raw.
81 had tried salves which only soft
ened the scales so I decided to use
Cuticura Soap and Ointment. l
washed her head with warm water and
Cuticura Soap and then applied the
Cuticura Ointment and let 1t remain
over night. I used only n box Of
Cuticura Ointment and n bar. Of
Cuticura Soap and her head was we'll"
(Signed) Mrs. Luella Biggs, Jan. %,
1914.
Cuticura Soap and Ointment sold
throughout the world. Sample Of each
free, with 32-p. Skin Book. Address post
card "Cuticura, Dept. l., Boston."-Adv.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
DIPLOMATS.

Count BerchtoId, the Austrian for
eign minister, who has been In charge
Of the Vienna foreign office since 1911,
was ambassador at st. Petersburg for
Ave years before that and is a per-
sonal friend Of. the Russian foreign
minister. .'
Count Sturgkh, the Austrian pre-
mier, to whom the emperor sent his
manifesto to his people. A member
Of an old German ~aristocratic family,
who was In the confidence Of the late
Archduke Francis Ferdinand. Has
held Office since 1911.
Count Tisza, prime minister Of Hun
gary and son of the man who ruled
the country with a rod Of iron for Is
years. A nan Of striking Individual
ity.
M. PasItch, the Servian premier and
foreign secretary. Is sixty-lve years
old, and has been in control Of Ser
Was foreign policy for the past ten
years.
M. Serge Sazonoff has been Russian
foreign minister since 1910 and has
been called the "Pillar Of the Triple
Entente" Was formerly in the Rus
sian embassy in London.
Herr GottIIeb Won Jasow has been
German minister for foreign affairs
since 1913. Spent many years IN the
German embassy in Rome.
Count szapary is the Austrian am
bassador in st. Petersburg.
M. N. Schebeko is the Russian am
bassador in Vienna.
The Marquis dI San GIuliano, Italian
minister for foreign affairs, was for
merly Italian ambassador In London.
M. Rene VIvlanI, prime minister Of
France and also foreign minister. A
radical Socialist, but a firm supporter
of the triple entente.
Sir Edward Grey, British secretary
Of state for foreign affairs, whose offer
Of a conference Of the powers in Lon
don to settle the dispute between Aus
tria and Servia, though favorably re-
ceived by most of the powers, was
not accepted by Germany.
Sir George Buchanan, British am
bassador In st. Petersburg since 1910.
Has served in Vienna, Sofia and Ber-
lin.
Sir Maurice de Bunsen, British am
bassador in Vienna since 1913. Has
been In the diplomatic service since
1877, and has been ambassador in Lis
bon and Madrid.
Count Mensdorff, Austro-Hungarian
ambassador In London since 1904.
Count Benckendorff, Russian ambas-
sador in London since 1903.
Count de PourtaIes, German ambas-
sador in st. Petersburg. A nobleman
nf Bohemia.
NJ. de %Sverbeew, Russian ambassa-
dor In Berlin.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
INEXPENSIVE SULPHUR BATHS
AT HOME

People travel long distances and
spend large sums of money to secure
the benefits Of sulphur springs and
baths because for generations sulphur
has been known to be n Of natures
most valuable curatives unequalled as
q blood purifier. BY dissolving 2 to 4
tablespoonful Of Hancock's Sulphur
Compound in a hot bath you get the
same effect and your system absorbs
the sulphur through the pores Of the
skin. For prickly heat and summer
skin troubles Of infants and children
use a teaspoonful Of the Sulphur Com.
pound in a bowl Of warm water. This
makes a refreshing bath and quickly
alleviates the pain. Sold by all deal
ers soc. a bottle. Hancock Liquid Sui
phur Co., Baltimore, Md.-Adv.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
porfrio piaz,s Poetic Prophecy.

Porfrio Diaz's Poetic Prophecy.
President Porf1rio Diaz, who ruled
over Mexico for more than a quarter
of a century as an absolute dictator.
believed that only such iron rule could
bring peace and progress to the halt.
civilized millions of that country.
Several years ago, when his power
vas still unbroken, an American, who
was on intimate terms with him, ven
.tured to suggest that the Me1icans
were now prepared for a more liberal
form of government, and limited that
his rule was too severe.
The stern old man stifened his
gaunt figure, and ran his fingers
through his locks, now white with
years. sd
when these SHOWS melt" he said.
prophetically, the mud will be deep
in Mexico!"-Youth's Companion.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26

employed the same materials for his
work. The one drew your attention
and held 1t by the grace and clever
ness and art manifested in his display.
The other realized so little Of the pos
sibilities in the materials placed at his
disposal that unless some n called
your attention to his mediocrities you
would have gone on unconscious OF
their existence.
An advertiser must know that he
gets his results in accordance with the
skill exercised in preparing his verbal
displays. He must make people stop
and pause. His copy has to stand out.
He must not only make a show OF
things that are attractive to the eye,
but are attractive to the peoples needs
as we'll.
The window-trimmer must not make
the mistake of thinking that the show
lest stocks are the most salable. The
advertiser must not make the mistake
Of thinking that the showiest words
are the most %clinching.
Windows are too few in number to
be used with indiscretion. The good
merchant puts those goods back of his
plate glass which nine people out OF
ten will want, once they have seen
them. ....
The good advertiser tells about
goods which nine readers out Of ten
will buy, If they a be convinced.
Newspaper space itself is only the
window, Just as the showcase Is but a
frame for merchandise pictures. A
window on q crowded street, in the
best neighborhood, where prosperous
persons pass continually, is more de-
sirable than n in a cheap, sparsely
settled neighborhood. An advertise
ment in a newspaper with the most
readers and the most prosperous ones,
possesses a great advantage over the
same copy in a medium circulating
among persons who possess less
means. It would be foolish for a shop
to build it's windows in an alleyway-
and Just as much so to put It's adver-
Using into newspapers which are dis
tributed among "alley-dwellers.'
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
QUICK THINKING SAVED DAY
To Small Boy Was Allotted Necessity
for Preserving Family Reputa-
tion, and He Did 1t.

At q banquet Of the ministers OF
New York, Doctor Johnston Of the
Movr1sania church, told this story:
"One Of the members Of my church
has instilled into his family the belief
that the collection is a vitality impor.
tant part Of the service. y
Consequently his little boy Thomas
never comes to church without his
contribution.
"One Sunday, as the elders began to
take up the collection at the morning
service, Thomas looked along the pew
to see If the various members Of the
family were provided with a contribu.
ton. ~
Noticing a guest Of his sisters emp.
ty-handed, he whispered:
$" Where Is your money!
"I have none,' was the reply.
thine was short and the necessity
great In a fash the little fellow met
the emergency by saying: +
Here take mine! ThatM pay for
you, and I'll get under the seat
"And, iinging his own coin into her
lap, he disappeared under the pew,
where he remained until the elder had
gone by-and the reputation Of the
family. was saved."-Popular Maya
zine. y.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
w. N. u. CHARLOTTE, NO. s4-1s14
ENGLISH Strawberries.

Strawberries have been known in
England from the earliest times, but
the luscious berries now grown there
are quite a modern variety. Until the
fifteenth century none bat wild ber-
ries were ~obtainable, and even the
good strawberries" which according
to Shakespeare, grew in the Bishop Of
Ely's Holborn garden, a have been
only transplanted "wildings." In the
eighteenth century an improved va
riety was cultivated, known as the
"Hautboy," which greatly pleased the
taste of Doctor Johnson; but the mod
ern berry comes from a cross with a
Chilean variety introduced only a cen.
fury ago.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
The Dollar That Can't Be Spent.

Every dollar spent in advertising is
not only a seed dollar which produces
a profit for the merchant, but is actu'
ally retained by him even after he has
paid 1t to the publisher.
Advertising creates a good will equal
to the cost of the publicity.
Advertising really costs nothing.
While it uses funds 1t does not use
them up. It helps the founder Of a
business to grow rich and then keeps
his business alive after his death.
1t eliminates the personal equation.
1t perpetuates confidence in the store
and makes it possible for a merchant
to. withdraw from business without
having the profits Of the business
withdrawn from him. 1t changes a
name to an lnstItutIon-an institution
which will survive its builder.
It is really an Insurance policy which
costs nothing-pays a premium each
year instead Of calling for n and
renders 1t possible to change the en-
tire personnel Of a business without
disturbing its prosperity.
Advertising renders the business
stronger than the man-independent
of his presence. 1t permanentizes sys'
TENS of merchandising, the track OF
which is left for others to follow.
A business which Is not advertised
must rely upon the personality Of its
proprietor, and personality in business
Is a decreasing factor. The public does
not want to know the man who owns
the store-it isn't interested in him.
but in his goods. When an unadver
tised business is sold 1t Is only worth
as much as its stock Of goods and Its
fixturee. There Is no good will to be
paid fort does not exlst-it has not
been created. The name yer the door
means nothing except to the limited
stream Of people from the immediate
neighborhood, any of whom could tell
you more about some store ten miles
away which has regularly delivered its
shop news to their homes.
It Is as shortsIghted for a man to
build a business which dies with his
death or ceases with his inaction, as
it is unfair for him not to provide for
the continuance Of Its income to hls
family.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
properIv Resented InsInuatlon.

1t was his first pair of long trousers,
and he felt very pleased with himself
as he staggered boldly into the local
shoe emporium.
81 want a brand-new pair Of shoes"
he announced, as a smart young man
came to attend him.
"A pair Of kids, I suppose?" asked
the ever-obliging salesman, referring
to the quality. Of the leather.
The youngster turned his nose up
coldly, swelled his chest to its full pro-
portions, and, fixing a stony stare on
the young shopman, replied, indig-
nantly:
"A pair of kids, indeed! A pair of
small mems, thank you!"
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
Most D~lsheartenlng.

Stewart Edward White tells Of his
greatest disappointment. 1t happened
when he was five years old.
81 understood that those who main.
tanned perfect department in school
during the week would be given their
choice of sweetmeats. l therefore be-
haved myself with extraordinary pro-
priety. When the time came and I de-
manded my sweetmeats found that 1t
was my choice Of a seatmate that had
been offered. l never quite forgave
that teacher, and shall always consider
the week Of good conduct one lost out
Of my life"
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26

leon financed his wars, accumulated
great funds for future wars, enriched
his l~ieutenants and for a time made
France prosperous by levying upon
the people whom he conquered.
1t Is a pretty theory that there are
great capitalists who have power to
make or prevent war as they choose,
who rule kings by power of gold and
who may decide the fate of nations.
But there is no capitalist who ever
could collect a 1ebt except as some
government was pleased to make II
collectable.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
AII-Embracinq

81 was listening to the outpourings
of a Socialist orator in Chicago on one
occasion" says "Jim" Mann, the ILL.,
nois representative, land l derived
therefrom some amusement, If not in
struction."
When yelled the orator, these
principles are triumphant, we shall
have comfort and happiness from Can
ada to Mexico, from the Atlantic to
the Pacific, from Alpha to Omaha!'"
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
FINANCING A GREAT WAR.

OF course, the %fnanciers could have
prevented the war-that Is, If the gov
ernments would respect the ~inanciers
and protect them in their refusal TO
supply money. But when nations go
to war, the civilized rules of mine and
thine are apt to be forgotten, and the
more general the war is the greater
must be the disposition to take the
necessary money from those who have
it and tell them to sue for a settle
ment when peace is restored. Napo-
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
Eat Raw Potatoes.

The German troops In Belgian Lux
emburg r said to be starving and
many Of them are reported to have
dropped unconscious owing to their
privatlons. In some Of the dead off,
GERS pockets raw potatoes were
found, while the soldiers are said to
have dug up unripe turnips and beets
to eat.
Many horses belonging to the Ger
man Uhlans found dead In Belgian
Limbourg were declared after a post
mortem examination to have starved to
death.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
Fierce Phrases.

How did that argument you were
having with your neighbor come OUT"
"'Tain't finished yet" replied Far
mer Corntossel. But I'm gettin' the
best Of it."
You were talking about interna-
tional r~elations?"
Yes. But I'm gradually workin' 1t
around to geometry. He doesn't know
anything bout geometry"
DO your"
mo. But I found one O. my boys
school, books, an l reckon l can pick
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
DOES YOUR SKIN
H.. ITCH AND BURN7

II you are suffering with eczema,
ringworm, heat-rash or other torment
ing skin eruption, try resinol ointment
and resinol soap. You will be sur.
prised how quickly the itching stops
and the skin becomes clear and
healthy again. Prescribed by doctors
for 10 years. All druggists sell resi-
mol ointment (50c and $1,000, and resi-.
mol soap (25c).-Adv.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
Delicate Ffattery.

What makes you keep saying you
wish congress would %adjourn?" asked
the statesman, a little resentfully.
WELL" replied the big business
man, my reasons are entirely selfish.
You gentlemen make such interesting
speeches that l can't help stopping to
read them and it takes my mind OF
my work" -,
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
The P%erambuIating Showcase.

The newspaper is a huge shop win
dow, carried about the town and de-
livered regularly into thousands OF
homes, to be examined at the leisure
Of the reader. This shop window Is
unlike the actual plate glass showcase
only In one respect-it makes display
Of descriptions instead of articles.
You have often been impressed by
the difference between the decorations
of two window-trimmers, each Of whom
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
Perpetual Lettuce Plants,

To have fresh lettuce all summer
from one planting, instead Of pulling
it up, as most people do, you take a
sharp knife and cut all the leaves as
you need them, just leaving the stalk.
In a short while 1t will again be cov-
cred with leaves.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
Sun and Moon Both Affect Sleep.

1t Is injurious to sleep with the
moon shining on ones face, and faz
worse to sleep with the sun in the
face. The reason is: Enough light.
wave-energy and also ultra-light-ener.
gy penetrates the closed eyelids to e K
cite the retina, the optic nerves, the
brain and beyond this the inconceir
ably mysterious entity, the totally up-
known personality.
The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1914-08-26
For Burns and seaIds.

In case of burns and scalds apply
Hanford's Balsam Of Myrrh and get
relief. Apply it to cool the skin and
take the fire out. Have a bottle al
ways on hand to use, in case of acei
dents, Adv.