davidaulloa/AmericanStories huggingface dataset:
The Elbert County tribune., 1914-08-28
Points on
Advertising
By HERBERT KAUFMAN
(Copyright-)
Some Don'ts When You Do Ad-
vertiSe.


The price of the gun never hits the
bulls eye,
And the bang seldom rattles the
bells.
It's the hand on the trigger that cuts
the real figure.
The aims what amounts-that's what
makes record counts
Are you hitting or just wasting
shells?
Don't forget that the man who writes
your copy is the man who aims your
policy.
When you stop to reflect what your
space costs and that the wrong talk
is Just noise-bana without bif-you
must see the necessity and sanity of
putting the right man behind the gun.
Don't tolerate an ambition on your
adman's part to indulge in a lurking
desire to be literary light.
People read his advertising to dis
cover what your buyers have just
brought in from the market and what
you are asking for 20. N. T." They
buy the newspaper for information
and recreation and are satisfied with
the degree of poetry and persifage
dished up in its reading columns.
Don't exaggerate. Poetic licenses
are not valid In business prose. The
American people don't want to be
humbugged and the merchant who fig
ures upon too many fools finds him
self looking into a mirror. usually
about half hour after the sheriff has
come to look over the premises.
Don't Initiate. Advertising is a
special measure garment. Businesses
are not built in ready-made sizes Copy
which fits somebody else's selling
plans won't fit your store without sag
ging at the chest or riding up at the
collar. Duplicated argument and du-
plicated results are not twins. Your
policy of publicity must be specially
measured from your policy OF mer-
chandising.
Don't put your advertising In charge
Of an amateur. Let somebody else
stand the expense of his educational
blunders. Remember you are making
plea before the bar of public CONT
dence. Your adwriter is an advocate
Like bad lawyer, he can lose a good
case by not making tho most Of the
facts at hand.
Don't get the SALES" habit. SALES"
are stimulants. When held too often
their effect Is weakening. The mer-
chant who continually yells "bargaIn"
is like the old hen who was always
crying FOX" When the real article
did come along none of her chicks
believed II.
Don't use flne print. Make 1t easy
for the reader to find out about your
business. There are ten million pairs
of eyeglasses worn in America, and
every owner Of them buys something.
And Don't start unless you mean to
stick. The patron saint OF the sue
cessful advertiser hates a quItter.
The Elbert County tribune., 1914-08-28
HONESTY IN THE FAR NORTH
Scrupuious Regards of the Rights Of
Property Carried to a Really Re-
markable Degree.

An interesting example of painstak-
ing honesty in the distant North is
given in "a Summer and Winter on
Hudson's Bay by Mr.. C. X. Leith and
Mr.. A T. Leith. When the authors
geological expedition was wrecked In
terrific storm at Whale river. nearly
hundred miles from the nearest
source of food supply, it was necessary
for them to abandon a large part of
their outfit. Nearly fifteen months
later they received letter from the
Hudson's Bay house in London. an
nouncing that case of goods for them
had been forwarded by freight. and In
closing a bill for three shillings and
sixpence.
In due time they got the box packed
exactly as they had left 1t after the
wreck. Besides some very valuable
specimens. it contained two water
soaked cameras. some dip needles,
compasses, geological hammers. maps
and geological reports, pencils. one
glass bottle of drawing ink. and SO
forth. This was the itinerary of the
box
Propped on poles to escape the raw
ages OF foxes. 1t had remained until
the following winter. when Eskimos.
passing on their winter hunt. took the
box along on toboggan and returned
with 1t In the spring to the post at
Great Whale river. When Hudson's
bay opened in the summer, the box
went out on the posts sailboat on the
annual trip to the central supply de-
ment of the Hudson's Bay company on
Charlton island. some four hundred
miles distant. On the arrival of the
Hudson's Bay company's steamer Dis
covery from London, the box was put
on board. and carried to Londols1 1t
reached Mr.. Leith In Madison. Wis.
in January. 1911. after travelling 1900
miles in at least five different kinds OF
conveyances, at a cost of $1.20.
On another occasion, pocketbSoIk
containing 20 cents was dropped onNa
portage. picked up, carried 200 miles.
and returned. Where else. asks Mr.
Leith. would such thing be possible?
Youths Companion.
The Elbert County tribune., 1914-08-28

derru power and Inspiration for service expressed
in It. and at the present time on every vessel OF
the navy and at every station under its supervis-
sion greater effort is being put forth from day to
day to render to the great public a more eff-
cient service in return for the appropriations
made for their maintenance.
not talking for greater navy. am not
talking for the military form of management!
asking you simply to understand that each
officer and enlisted of the United States
navy is feeling and more every day that in
order to live up to the full measure Of his useful
ness he must give you service; and ask for
them from every dweller under the Stars and
Stripes the heartiest cooperation in helping each
of us to find and use, in the broadcast way. all
possible paths of usefulness open to us as your
servants and fellow citizens.
The Elbert County tribune., 1914-08-28
Guard Against Eye Strain.

The eye responds to the slightest
physical force in the world. that is.
light waves which are hundreds of mil
lions of times more infinitesimal than
sound waves. The eyes are the hard
est worked Of all organs, and the safe
ty and existence Of human lives fire.
quently depend on their accurate work
ing. The harmful results of eye
strain. never wholly absent through
out life, may begin very early In child
hood, even in the second year.
The Elbert County tribune., 1914-08-28

the number of gallons of oil and the number of
gallons of water used In the engines dynamos
and auxiliaries.
Competition thus engendered and intelligently
rewarded for success failure has compelled
study OF the enlisted man by the officer which
has resulted In feeling OF mutual interdepend-
ence which has brought officer and in
relationship which makes snobbshness on the
one hand and Misunderstanding the other more
nearly impossible every day.
To fit the to his position OF maximum
usefulness in the navy demands. therefore.
change in existing mechanism OF effort. The
only thing necessary is to coordinate and to
direct to given end the forces already in
istence on every ship and at every station Of the
navy.
This given purpose is twofold In character.
First. to the navy to give education, broad
mindedness and personal efficiency to each Of
fcer and enlisted In the service. training
each individually to give the highest possible
returns In actual useful effort for the money
expended for his pay and training
This first aim will send forth among our citi-
zenship each year approximately 1000 men, each
of whom Is qualified by his industrial training,
by his association with officers and of diff
ferent nations, by his habit OF mind of intelli-
gent comprehension and quick well-disciplined
action and by his broad understanding of world
politics. to act as a center for spreading knowl-
edge of discipline of good citizenship OF the
highest ideals of mental physical and spiritual
efficiency. through every section of our United
States
Second, from the body of men thus qualified
the employer will be able to select from exact
records the man fitted in every respect for best
efficiency in any given position. Letters from
some of the largest employers OF labor In the
country show that they employing men
holding honorable discharges from the navy and
getting from them higher efficiency than from
the average man.
Give greater certainty OF direction to the In
dustrial education of each and 1t is not pos
sibe to avoid the conclusion that greater efi-
cheney still will result
Let pass to consideration OF the ma
teral side of the navy. Do you realize that
when ship of fleet vsits foreign port
she carries board practical. complete work
ing demonstrations of the best and latest Ameri-
can-made types of machinery?
Suppose am rhine in Rio de Janeiro
It is my desire to install $25O.00O pumping
plant in the mines under my direction. The
fleet visits Rio de Janeiro and I go on board
the ship visitor. In the engine room and
in the fire room find American pumps operat-
ing smoothly and efficiently and with SO small
a necessity for supervision that am impressed
Immediately with the fact that those pumps
made by an American manufacturer, are the
only ones that will serve my purpose.
In other words, the actual demonstration OF
the machinery has overcome any means brought
to their product.
systematic through the consular service
Of the possibilities In this line would. 1t seems
The Elbert County tribune., 1914-08-28

This feeling is based upon the fact that the spe
ciaiized Industries OF today demand specialized
education. Vocational training in the public
schools In extension courses and the still more
highly specialized training OF the corporation
SCHOOLS, are all long steps in the right direction.
An accurate fitting of the round peg to the
round hole demands, however, something in ad-
dition to the above The navy requires "a trades
to administer to Its needs. All these trades are
under the common direction of head. Each
ship contains modern machinery for each trade
to attain maximum efficiency.
Does It not seem possible that during the
four years OF the enlistment period the natural
capabilities OF each man might be worked out
in such way to practically insure locating
this man in any profession to which his par
ticuar type of brain and mental and physical
equipment best fit him?
Fitting the individual man In the navy to his
position of maximum usefulness means
full, personal, unsefsh consideration of the am
billions and capabilities of each by the off,
GERS under whom he serves. Mutual understand
ing between officer and enlisted man In the navy
is being developed at wonderfully rapid rate.
In the first place. very large majority OF the
work in the navy is with machinery. Officer and
both in overalls
The officer is Mr.. Brooks for example. and the
man is simply Smith" but that is practically
the only distinction between the officer and the
man, except such is given by the power of
the officer to the enlisted man and 10
bring him to his highest point of efficiency.
In the forward turret of the Alabama. for ex-
ample the ordinary seaman in charge of the
hoist motor has found that tightening a certain
clutch will give greater speed to his
''Mr. Brooks think little change will give
us a quicker ammunition supply"
What do you recommend"
The man then explains his idea and the entire
turret crew gather around to discuss the advis-
ability of the change. Each member OF the tur-
ret crew is just as vitality Interested in the
cess of the turret as the officer is. and each man
knows that his best effort is absolutely essential
to the maximum score OF hits.
In this way machinery on the ships has proved
a great force working toward intelligent democ-
racy in the navy.
The second force tending to draw officer and
man together is the fact that the efficiency of
each officer and man. from the commander in
chief to the latest recruit board is matter
of exact record
-aThe shots that hit the shots that count"
and incidentally, they the only shots that
count.
The number of hits of each officer for each
gun. of each man for each gun and Of each
man for each shot of each gun is put on the
record OF the oficer and the enlisted man and
becomes matter of public knowledge. published
IN the newspapers of the country. advertising
the eficiency OF each. II the score is good enough
and. on the other hand. advertising inefhciency
II the score is bad enough. IN
The engineering competition applies the same
exact methods to the number of pounds of coal.
The Elbert County tribune., 1914-08-28
King Edward. super.tI.lons.

The late King Edward would not al
low two knives to lie on the table be-
fore him, and his hostesses had to ac-
quaint themselves with all his little
failings. He also regarded Tuesday
as his fateful day. as he was born.
baptized, married and succeeded to
the throne on that day. The serious
operation which postponed his coro-
nation also was performed on Tues
day.
The Elbert County tribune., 1914-08-28

ochieVement Tor all mod
ern industries.
In addition to the pro-
lection feature of the
navy. there are three
ways In which. It seems
to me, there might be
possibilities for future
service to individual tax
payers and to individual
employers fortunate
enough to live in the
United States.
A widespread feeling
is abroad In the land
that the present method
OF education does not
give to boys aged seven.
teen to twenty-one the
maximum return for the
time spent in study.
The Elbert County tribune., 1914-08-28
Trace cau.e Of E.rthauaks.

The recent earthquake In Sicily.
which was accompanied by an crap
ton Of Mount Etna, is thought by an
Italian scientist to have been caused
by an underground infiltration of sea
water into the hot zone underlying the
volcano.
The Elbert County tribune., 1914-08-28
GENERAL TENDENCY.

How do you account for the falling on in
enthusiasm in your dstrict?"
Its to be expected" replied Senator Sorghum.
People will fall on band wagon. the same a.
water wagon"
The Elbert County tribune., 1914-08-28
NIL DEsPERANDUM.

Things in general" said the pessimistic the
osophist. are very. very bad
oh WELL" replied the optimistic theosophist
cheerfully. Its all In lifetime; and besides
there will be other lifetimes"-P
The Elbert County tribune., 1914-08-28
THE LOGIC OF 1T.

THE Mexicans must be an unusually smart
people,"
What makes you think that?"
Il see the oil people afraid they will set the
rivers there fire."
The Elbert County tribune., 1914-08-28


to the individual and to the corporation under the
United States government given by the army and
navy undoubtedly pays a considerable percentage
OF dividends on the investment. but utilization OF
all possibilities for efficiency is the standard of
The Elbert County tribune., 1914-08-28
xzzTow Aooza siAzzIS 1oo1 1z4y

: !: :: : + =: s: !:
the investor.
15/1 The taxpayers of the United States
I<U have considerably more than this amount
~ already invested In the United States
~ navy.
The Elbert County tribune., 1914-08-28

to me, disclose a field
of usefulness for the
navy second only in its
power for service TO
the wonderful personal
service given to enlist
ed men on the one hand
and employers on the
other by efficiently CO..
ordinating their mutual
power and necessity.
In the opinion OF
some of our distin-
guished fellow citizens
the army and the navy
are an industrial waste.
The watchword Of mod
ern industry Is Turn
your wastes into prof
It's" The navy has
heard this watchword.
comprehended the won
The Cairo bulletin., 1914-01-05
MOUND CITY



Misses Blanche and Julia Schulz
entertained a few friends at Their
home on Pearl street Saturday even
ing. The affair was given for Miss
Mary Mulroney who will leave Mon
day for Gary, Ind, where she will
resume her studies at the high
school. The evening was spent nj
500" The highest score prize
was won by Miss Elizabeth Keller
and the consolation prize was Won
by Miss Blanche Schuler. At tht
conclusion a delicious four cours.
luncheon was served. In addition
The Cairo bulletin., 1914-01-05
Renair Your Eriendshlo.

If a man does not make new &C
quaintances as he advances through
life, he will soon find himself left
alone A man, sir, should keep his
friendships in constant repair,-Doo
tor Johnson.
The Cairo bulletin., 1914-01-05
Westminster Guild.

The members OF the Westminster
Guild of the Presbyterian church
VIII meet this Ciening with Mrs.
A. NJ. Eells Of 170S Washington
avenue. Miss Mary Posey Of
Shanghai, China, who is q mission
airy for the Presbyterian church viii
make an interesting talk during the
evening.
The Cairo bulletin., 1914-01-05
He Was s..:.i::

:ts. i~acsodu.in: a srandHs" in
v.:si.s a combined talx!a:-:aac'.ns
G..ys'kN.sf"y. and a .ette: crcner,'
S..d 'ts AGENT. EteellG: b:is.:y i"tc
o. a:'is-. Got eve air"s1y.' ar
swege3 ti.e PROPRIETOR, 1tm married.
The Cairo bulletin., 1914-01-05
REMOVAL NOTICE.

The Candee Insurance Agency
have moved their offices from 6l7
Ohio Street to Suite 2IS, Halliday
Estate, Building, .NtrE.. Corner OF
Eighth and Washington.
Advt. 1920 #
The Cairo bulletin., 1914-01-05
Strawberry From Chile.

\ great many people are under the
impression thato the strawberry is OF
European origin. AS a matter OF fact.
it is derived from the Chilean berry
v.ich is native to the Pacific coast.
The Cairo bulletin., 1914-01-05
Use Methods Of The Past.

midas methods Of storing grain arc
still very ancient aud Inadequate. .he
a.st MooHefh gram el.Fa'oPo IN al 'aa.
great peninsula is yet 10 10 finished
In the PuIjab province.
The Cairo bulletin., 1914-01-05

Your salary isn't enough to sup
port my daughter I'm glad you've
come to that conclusion SO early, sir
Boston TRANSCRIPT.
The Cairo bulletin., 1914-01-05
&HY He Dee Z.

S;.Ey :. man remains 4 aache!o: pc
cause ~ tae0tials he gets over !se.i's
he j. zoo young ~ marry ae ae:ins to
feel h.'s TOO old -~'l.TsIand fia''
Dealer.
The Cairo bulletin., 1914-01-05
Brute.

Wife (at dinner)-"You don't seem
to like rice Husband-"No. it's as
ISOLATED with one of the greatest mis-
takes of my ife."-London Sketch.
The Cairo bulletin., 1914-01-05
Not Altogether Bad,

Disguised Sportsman - Missed
again! cant hit a thing. I'll have
to give it up" Stalker-"Oh, | wadna
dae like that. Ye Gamma hit them, but
We haze a fine style. whatever. Punch.
The Cairo bulletin., 1914-01-05
Wednesday Bridge Club.

Miss Joe Winter will entertain
the Wednesday Bridge club at her
home on upper Walnut street Tues
day afternoon.
The Cairo bulletin., 1914-01-05

Queer how things even themselves
up. Even when a woman's love grows
cold her temper is apt 10 remain as
hot as ever.-Philadelphia Record.
The Cairo bulletin., 1914-01-05

fam9ns English specialist says
that fat babies are not the heaIthiest,
Does the man want to turn the world
upside down?
The Cairo bulletin., 1914-01-05

Miles Fred'k Gilbert, attorney
and counsellor, has removed his law
Offices from the old bank building
Ohio street to suite PIP to 22S
Halliday Estate building over First
Bank ana Trust Company, Eighth
street and Washington avenue.
1879 If
The Cairo bulletin., 1914-01-05
initiation Of the *. of C..


air. noisr uooondob,or og YIN,
a.. 49,, nam - po,,r,r .,r,.. ra-
- 49, han NOM. r.st.r5,v
robu Dad3 ,.,, ,,ovod from
|Cai. r,,o cfrardeau a fow
months. ago. has returned with his
M T II ,fcrrison returned YES
torday from Pensacola. Fla. Mobile
Ala and other points south whart
he has beep for several DAYS.
-
derwent a surgical o~noraflon on hcY
tb-eat At the Pandurant hospital a
fa,y DAYS ago is rapidlv improving.
Miss Mignon Ross. daughter Of
.Judee and Mrs A. J.. Ross OF 500
visit with Miss sylvia daunh-
te- of Mrs scott Nynntt Of Du-
Ouoin.
rr. a ~ ia.
The Cairo bulletin., 1914-01-05
WISE IS THE WOMAN WHO KNOWS HOW
TO CHOOSE HER COLOR THIS SEASON

Color and material are the two
strong features of the modes this sea-
son. II IS a temptation TO select a
gown or wrap in one Of the wonderful
new blues. greens or reds that attract
us on every side. But we must curb
this desire and be content with just "A
touch for contrast. else disillusion and
disaster will follow. Among the new
greens are delicate. cold shades found
in the water Of the ocean; hard, bril-
liant colors in the peacocks feathers.
each Of them charming I'm themselves,
but not to - worn next the face un-
less one possess an ulslslal complex
Ion. Several shades OF brown are
known unGe. the class name of "Choc-
olat.' "Pc..o.kst' is the suggestive
u,me FOR a charming Russian eeeer..
various sha!ss 81 !.llsw are known 90
"!ol.i." (thc cOvs OF III. -u.) s'sJ
ther. are rsmbe':.ss ~.t'.esso with
The Cairo bulletin., 1914-01-05

David Lee Payne Of Cedar street,
has returned from a visit with rela
tives at Arlington, Ky,
The Cairo bulletin., 1914-01-05

An advertisement In The Bulletin
brings results.
The Cairo bulletin., 1914-01-05

home on lower Walnut street.
H. S. Antrim who is a patient a;
the B~ondurant hospital Is getting
along nicely.
David Lee Payne Of Cedar street.
has returned from a visit with rela
tives at Arlington, Ky.
Miss Addie Leonard has returned
to Chicago, after a visit with friends
here during the holidays.
Miss Florence Snyder Of Pine
street, has returned from a visit
with relatives at Jonesbogo.
Mrs. j. A. Hopkins Of Otion
Tenn, is the guest of Mrs. Miles
i. Axley Of lower Wslnu. street.
Mrs. Miles Ayley % .!a Walnut
street, has returned hoW a ,isit
with relatives at un!GE, isAG.
William Winter. n. wbH isap N'.'':s
III with typhoid scvvc IL" D3ss so:S'
eral weeks is a!n,ass s0nvalMarelag.
Paul &. schah SSao ses'sHs:S $3.50
~.dcrwent'a surs:asg.o ssGs.sfdsao SO So.
Bondurant. hospital. 80 &sSSS ssisgss.
Mrs. Il. =. Ssses.ae 'sis8 tsa"Sssss
MISS 1clc,t", .os' SsGShfc. were. "a
, the. csts ~.!ys'te;t:s 90. sanss 10 8:
: Lofts. a
:, :. -. .:.~-~As s'
Mss. Ensly vsnSSr&se Of !rss;rs.
::.-yei,.-ue:i ~ ,'sls eats. yasssts1ss 80 s..
: ,stsie. hes stsa,.s al s!!se &'aiva a,s'.
!: ..:'' =: ...:::... =.
:. :MssSA stssss$' :l@Ststep :AAS "SSSbs Dnsa
4dr'raa.ton. Mi,h suc g. g. %. Ss.ssv
: s::o.. ..shr Il sussessas'a b. as,ss Isv.
..>nie sta!lsA e
..:.. -s~~s. &c
aiiss R~,laa C!trsssy ;,aa sNae .se'
!. % .j.rr .inme 81 hires aa.ss q. .iss;
:'.is'4k .,Mtas r:.nssac .Esetx .is a:sas'
.'eIta' sirets. :.
~ Miss Nary 6,arhic %'ss sss ::ees
:. tslh' guest of 'Assa Sssss s~ss,s;s 80
'tsrfed to her home " Villa G'As...
: N.e~ste:duy. -.
-, Mrs, g. n. y~'1mrbdn.' .: i.;A son
Tenn. was the guest ~: her ans
-..banh: g. Il. camnae!t "f The .H:I'
day yesterday. =.
Postmaster II. s. Row II. amt.il
6. M%archildon Of Tleb.s.. were II
Cairo yesterday a%ttci..in. u,
The Cairo bulletin., 1914-01-05
PERSONALS

Miss Beatrice Howard is i'll at her
home on lower Walnut street,
The Cairo bulletin., 1914-01-05

H. S. Antrim who is a patient n;
the Bondurant hospital is getting
along nicely.
The Cairo bulletin., 1914-01-05

Miss Addie Leonard has returned
to Chicago, after a visit with friends
here during the holidays.
The Cairo bulletin., 1914-01-05

Miss Virginia Halliday who I'M
derwent a surgical operation on her
threat at the Bandurant hospital a
few days ago is rapidly improving.
The Cairo bulletin., 1914-01-05

John Dodd, VINO moved from
Cairo to Cape Girardeau a few
months. ago, has returned with his
family tc TINS city to reside.
The Cairo bulletin., 1914-01-05

Miss Florence Snyder Of Pine
street, has returned from a visit
with relatives at JonesboIo.
The Cairo bulletin., 1914-01-05

S,~. n Z, ,.usgsH sal c6'.'F2H
..tr:n .n slsesroh-srs ~ .N.Gaa.
u:I~hius sSteG sreaaons az
,!ao'isass 'sitd !,"v Nat!s' as,. !s.Se.
y aIt'' ~ Fs.ai:r:a :: Sc. 80.
al avtuNr.
The Cairo bulletin., 1914-01-05

Stewart D. Lewis. private score.
tary to Hon. r. z. Hill, 9ougres-
stonal representative Of this district,
returned to Washington, ID, c. last
evening to resume his duties.
The Cairo bulletin., 1914-01-05

Mrs. Edward Hogan and daugh
ter, Miss Carrie, who have been tn
guests ct the formers son, less.
Hogan OF liolb-ook avenue, have re-
turned 10 their home a. Tamms.
The Cairo bulletin., 1914-01-05

Word has been received fran Los
Angeles, Calf, that Mrs. sara. J.
Ferguson, formerly Of Cairo, is in
very poor health. She is the mother
OF ex-Aldc-nar Frank Ferguson
who recently moved Is Los Anae'es.
The Cairo bulletin., 1914-01-05

rt:.a :~'..n"lt. '.H iass s'seS
SOC ":.1... 20. H.. Nact: ..r.is 4
s;-i.s. q: ~" .'':i.....i;; 80 si.9ois
o,..r .r..-". -. a~c'::as.. ~.t'i
vi. pWren'. :ir n;i NJ. ior.n. Z.
6 syssfs. .fo s-ve.ssh ss''.:. o
The Cairo bulletin., 1914-01-05

Mrs. Miles Axl.y % 80 Walnut
street, has returned hoI a ,isit
with relatives at t.n!GE, TsAG.
The Cairo bulletin., 1914-01-05

]. Postmaster II. S. Roiw i;x am,.u
6. M~archiidon OF Tles's.. were in
Cairo yesterday attending The
The Cairo bulletin., 1914-01-05

Miss Daisy Hoaendobler Of villa
Ridge. who has been the guest Of
Miss Helen nm OF Poplar street, re-
turned to her home Yesterday.