davidaulloa/AmericanStories huggingface dataset:
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14

time, great many more at the end OF
a month.
You cannot expect to win the conn-
dence of the community to the same
degree that other men have obtained
it. without taking pretty much the
same length of time that they did. But
you can cut short the period between
your introduction to your reader ana
his introduction to your counters, by
spending more effort in preparing your
copy and displaying greater amount
of CONTINGENCIES.
You mustn't act like the little girl
who sowed garden and came out the
next day expecting to ind It IN run
bloom. Her father had to explain to
her that plants require roots and that,
although she could not see what was
going on, the seeds were doing their
most important work Just before the
flowers showed above ground.
So advertising Is doing its most i'm
portaht work before the big results
eventuate, and to abandon the money
which has been invested just before
results arrive, is not only foolish but
childish. 1t would be Just as logical
for a farmer to desert his fields be-
cadse he cannot harvest his grain
week after he planted 1t.
Advertising does not require faith
merely common sense. II 1t is begun
in doubt and relinquished before nor
NAL results can be reasonably looked
for, the fault does not lie with the
newspaper nor with publicity - the
blame is solely on the head Of the
coward who retreated before he was
defeated.
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
The Pass Of Thermopylae.

Xerxes once led a million soldiers
out Of Persia In an effort to capture
Greece, but his invasion failed utterly,
because a Spartan captain had en-
trenched q hundred men in a narrow
mountain pass which controlled the
road into Lacedaemon. The man who
was first on the ground had the ad-
vantage.
Advertising is full Of opportunities
for men who are first on the ground.
There are hundreds Of advertising
passes waiting for some one to occupy
them. The first man who realizes that
his line will be held by publicity has a
tremendous opportunity. He can gain
an advantage over his competitors
that they can never possess. Those
who follow him must spend more
money to equal his returns. They
must not only invest az much, TO get
as much, but they must, as well, spend
an extra sum to counterfeit the infiu-
ence that he has already established
In the community.
Whatever men sell, whether it is
actual merchandise or brain vibrations,
can be more easily sold with the aid
of advertising. Not one-half of the
businesses which should be exploited
are appearing in the newspapers.
Trade grows as reputation grows and
advertising spreads reputation.
If you are engaged in line which
is waiting for an advertising pioneer.
realize what a wonderful chance you
have of being the first Of your kind to
appeal directly to the public. You
stand a better chance Of leadership
than those who have handicapped their
strength by permitting you to get on
the ground before they could outstrip
you. You gain a prestige that those
who follow you must spend more
money to counteract.
If your particular line is similar to
some other trade or business which
has already been introduced to the
reading public, it's up to you to start
In right now and join your competitors
In contesting for the attention of the
community. The longer you delay the
more you decrease your chances OF
surviving. Every man who outstrips
you is another opponent, who must be
met and grappled with for the right
Of way.
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
The Man Who Retreats Before
His Defeat.

Advertising Isn't magic. There is no
element Of the black art about it. In
its best and highest form it is plain
talk, sane talk selling talk. It's re-
suits are in proportion to the merit Of
the subject advertised and the ability
with which the advertising is done.
There are two great obstacles to adj
vertising profit, and both Of them
arise from ignorance Of the real func-
tons and workings of publicity.
The first is to advertise promises
which will not be fulfiIIed,- because
all that advertising can do when it
accompIishes most is to influence the
reader to investigate your claims.
If you promise the earth and de-
liver the moon, advertising will not
pay you.
If you bring men and women to
your store on pretense and fail to
make good, advertising will have
harmed you, because it has only drawn
attention to the fact that you are to
be avoided.
1t is as unjust to charge advertising
with failure under these conditions, as
1t would be for your nelghbor to rob
bank and make you responsible for
his misdeed. In brief, advertised dis
honesty is even more profitIess than
unexpected deception.
The other great error in advertising
is to expect more out of advertising
than there Is In it.
Advertising ls seed which a mer-
chant plants In the confidence Of the
community. He must allow time for
1t to grow. Every successful adver-
tiser has to be patient. The time that
1t takes to arrive at results rests en-
tirely with the ability and determine
ton devoted to the work. But you
cannot turn back when you have trav-
eled half way and declare that the
path is wrong.
You can't advertise for week, and
because your store isn't crowded. say
1t hasn't paid you. It takes certain
period to attract the attention OF
readers. Everybody doesn't see what
you print the first time it appears.
More will notice your copy the second
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
Wanderer Wants a Job.

A Wanderers Return Refined Eng
lishman, %, who has supersatiated a
cursed wanderlust by adventure, toll
and peril in many lands, seeks position
at salary sufficient to enable him to
marry the Dear Little English Girl
who has been unwayeringly true. Our
wants are small. Our happiness will
be infinite. Eight years Continent.
South America, Far East, South Afri-
ca, etc. Experience accounts, cor
respondence, tresorial, literary, sales
manship, publicity, three languages;
genuine battler, never gets tired; gour-
mand for work; demon for organiza-
ton; seeks no sinecure, but will do
anything honorable, and do it well, for
s150 per annum.-London Globe.
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14

who married both Mrs. Sayre and Mrs.
Rev. James M. Taylor, pastor of the
Central Presbyterian church of Wash
Angton.
Though the services were private,
the members of the cabinet and COM
mittees from the senate and house at
tended, and a number of intimate
friends of the Wilson family also were
present.
Banked about the casket were nu-
merous beautiful floral tributes, sent
not only by officials and wealthy per-
sons, but by the poor and humble, who
loved and revered the presidents wife.
Throughout Washington as through
out the nation, all flags were at half
mast and the general mourning was
evidently deep and sincere.
Death of Mrs. Wilson.
Mrs. Wilson died at the White
House at five o'clock Thursday after
noon. Death came after a brave strug-
gle of months against Bright's dis
ease with complications.
The president was almost unnerved
by the shock, and his grief was heart
rending. He bore up well under the
strain, however, and devoted himself
to his daughters.
The end came when Mrs. Wilson
was unconscious. Her illness took a
turned for the worse shortly before
one o'clock in the afternoon, and from
then or she grew gradually weaker.
Four Kneel at Bedside.
Kneeling at the bedside at the end
were the president and their three
daughters, Dr. Cary T. Grayson, u s.
N, and a nurse were in the room and
just outside a door were Secretary
McAdoo and Francis B. Sayre, Mr..
Wilson's son-in-law, and Mr.. Tumulty,
his secretary.
Both houses of congress adjourned
when Mrs Wilson's death was an
,nounced and for a brief time the
wheels practically stopped, whiKe
every one paid respect to the loss Of
the president.
President Is Told.
He took the president into the red
room of the White House, and there,
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
IN BLACK AND WHITE.
COSTUMES OF THOSE coLoRs
RETAIN POPULARITY.
Are EeasIly the Predominating Notes
at Fashionable Gatherings-Hats,
sunshades, and FootJear Also
of Contrasting Shades

The union of black add white Is Ger
tainly marriage de raison," for 1t is
both practical and distinguished, and
the fashion has lasted SO long that
every one is astonished at so much
constancy in the realm of fashion,
which is always full of fantasy and
eager for novelty and change. +
Black and white are the tones most
in vogue for elegant toilets. Smart
women of the world are bound to have
white costumes, black costumes and
costumes in which both intermingle.
Here and thefe brighter note is seen.
Sashes, co&tees, hats and sunshades
are often 1T gay colors, but the pre-
dominating notes at all fashionable
gatherings are undoubtedly black and
white.
WhAn cleverly and artistically COM
bined. even simple black and white
costHmes, like the one of today's
sketch, become most interesting.
The material here was crepon, and
was called casino frock by the house
that turned 1t out.
The blouse and tunic were in white,
with a black stencil design bordering
the sleeve seams and the hem of the
tunic. A wide collar Of fine white
batiste turned away from the neck,
and the blouse fronts and sleeve ends
had pretty trimming of crocheted
ball-buttons hung on cords. Another
unusual note was the way in which the
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
servlceable Coat,

A very smart and serviceable CUE
coat Is Of exceptionally heavy rioOo.
tussore, the sleeves and shoulders Guy
kimono fashion. Wrapping over TO 'nT
left it fastens with large white pea
buttons. Another attractive coat :
of very light weight gray suiting falns
ly striped with brown, having alDJ
thyst facings, belt and buttons, ~
side pockets. The combination OF 81
ors Is delightful
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
TEACH CHILD 70 EMBRoIDER
Small Girl Will Soon Make Success
Of Garniture That Is Just Now
So Popular.

Embroidered sashes are in stronger
chan ever this season. If you haven't
time to make the child an embroidered
sash, why not allow her to embroider
it herself; that is, if she is ten years
old or more? 1t is surprising what
children can do in the embroidery line
If you but give them an opportunity.
Get piece Of old ribbon to give them
their first lesson. This old piece will
make them an everyday sash, and
when the lesson has been learned, let
the child make sash for Sunday-go-
to-meetin'- time.
The buttonhole stitch Is quite simple,
and the ends may be done in that
stitch, straight or scalloped. The raw
edges Of the ribbon may be left un-
adorned, however, with perfect pro-
priety, If preferred If the sash is
blue, why not embroider It in a darker
or lighter shade Of blue orsin gold?
Any Of these combinations would be
effective. French knots are the
easiest things imaginable to make
when once the knack Is caught. A
dark blue or dark green sash, en-
broidered with sprays Of French
knotted goldenrod in oldogoId silk,
would be beautiful.
There Is an odd fringe that can be
bought for sashes nova wooden
fringe that every child VIII like for
It's novelty. It is composed Of silk
fringe and wooden beads, some of the
beads being round and some being
long and egg-shaped. A bead fringe
also comes for sashes; but this II not
% good, because the children crush
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14

black satin girdle was run through
eyelets in a succession of oval-shaped
pieces Of white crepon that formed a
belt.
The skirt was Of black crepon and
quite plainly made.
The symphony of black and white is
equally marked in regard to hats. Dia-
dems of black chantilly, aureolas of
white tulle or net, mingle to form the
fashionable summer hats. Black and
white make up the smartest sun
shades; black and white meet in the
luxurious footgear. The black kid
upper leather is often striped with
white, and black satin buskins are
worn with white silk stockings.
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
In place Of a Pocket.

In short-sleeved summer dresses,
which have no pockets, and in which
it is hard to find place to carry o
handkerchief, a common rubber band
worn underneath the sleeves is q
convenient place under which to tuck
a handkerchief. A narrow rubber arm
let covered with ribbon to match the
color OF a dress makes a dainty con-
trivance for the same purpose.
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
Poor Plan, Indeed.

Little Willie persisted In bothering
the men who were planting corn for
his father. white said one Of the
men, ''if you don't stop bothering US
wen put you In the corn planter and
plant you a little at q time" THAT
won't do you any good" laughed VII
lie. IF you do that q whole lot Of
little Willies viii grow up aud bother
you all the more"
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
Points on
Advertising
By HERBERT KAUFMAN
-
(Copyright.)
The Cannon That Modernized
Japan.

Business is no longer man to man
contact, in which the seller and the
buyer establish personal bond, any
more than battle is a hand-to-hand
grapple wherein bone and muscle and
sinew decide the outcome. Trade as
well as war has changed aspect
both are now fought at long range.
Just as a present day army of he
roes would have opportunity to dis
play the Individual valor of its mem
bers, just so a merchant who counts
upon his direct acquaintanceship for
success, is a relic of the past-a busi-
ness dodo.
Japan changed her policy of exclu-
sion to foreigners, after a fleet of
warships battered down the Satsuma
Notifications. The Samurai, who had
hitherto considered their blades and
bows efficient, discovered that one
cannon was mightier than all the
swords In creation-lf they could not
get near enough to use them. Japan
profted by the lesson. She did not
wait until further ramparts were
pounded to pieces. but was satisfied
with her one experience and proceeded
to modernize her methods.
The merchant who doesn't advertise
is pretty much in the same position as
that in which Japan stood when her
eyes were opened to the fact that
times had changed. The long range
publicity Of competitor will as
surely destroy his business as the can
non of the foreigners crumbled the
walls of Satsuma. Unless you take
the lesson to heart, unless you realize
the Importance of advertising, not only
as means Of extending your business
but for defending it as well, you must
be prepared to face the consequences
of folly as great as that Of duelist
who expects to survive in contest in
which his adversary bears a sword
twice the length Of his own.
Don't think that it's too late to begin
because there are SO many stores
which have had the advantage of years
of cumulative advertising The town is
growing. It will grow even more next
year It needs Increased trading facill-
ties Just as it's hungry for new neigh
borhoods.
Newspaper advertising has reduced
the value Of being locally prominent,
and five-cent street car fares cut out
the advantage of being "around the
corner" A store five miles away can
reach through the columns Of the
newspaper and draw your next door
neighbor to its aisles, while you sit by
and see the people on your own block
enticed away, without your being able
to retaliate or secure new customers
to take their place.
1t is not question Of your ability
to stand the cost Of advertising but
Of holding what you already have.
Advertising is an investment, the
cost of which is in the same proper
ton to its returns as seeds are to the
harvest. And it is just as preposter-
Gus for you to consider publicity as an
expense as it would be for farmer to
hesitate over purchasing fertilizer If
he discovered that he could profitably
Increase his crops by employing It.
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14

With the beautiful fabrics of which
we are given a choice this year none
has surpassed the place of tafteta The
gown in the drawing is Of this mate
rial, combined with Powered chiffon
The taffeta was in a rich brown, the
chiffon in slightly lighter shade, but
lined with rose chiffon creating a
beautiful color effect. The lower part
of the bodice and straight revers were
of taffeta; the sleeves and shoulder of
the rose-lined chiffon. The bodice
opened over a vest Of brown brocadeI
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14

the beads by forgetting to tuck their
sashes out Of the way before sitting
down. Do let the little one try making
sash instead of the everlasting cen
terpiece.
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
UTILIZING Linen.

When drawn work wears old, sew
q piece of insertion over it and cut
the goods away from under.
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
Literally.

She claims that she knows more
about their automobile than her hus
band"
Il don't doubt 1t at all. often see
her out with her AUTOMOBILE, but ]
never see her with her husband"
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
Is.

IT read somewhere the other day
that an Eastern physician says eating
As the cause of much sickness"
Sure It is. With meats and gro
caries as high as they are now, never
can see the members of my family
eating without getting sick
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
Just Wondering.

'one of the preachers says he
thinks there may be baseball IL
heaven"
Yes / wonder whether he thinks
they give rain checks there, too?"
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14

Patent leather is used to trim felt
outing hats.
Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-08-14
AZ The Aftarnoon "Tea.r

At the Afternoon "Tea."
'The man who doesn't think doesn't
AVE."
Gee. what a lot of Sad ones there
ara here!"
The Washington times., 1914-07-30
France Desires Peace
But Is Ready for War

FARIS, July 3o.-President Poincare
was in conference with members Of his
ministry practically throughout the
night. Premier viviani. with Ministers
Messimy and Gauthier, were called in
consultation at 10 o'clock last night
They remained for two hours. At $3.50
a. m, Viviani, who is also minister OF
foreign affairs, was recalled. Messtmy
and Gauthier returned at 4:15 a. m. The
three officials did not leave Elysee Pal
ace until $40 o'clock.
A further council of the entire cabinet
was held later in the morning.
Paris seethed with excitement today.
In official circles II was admitted that
the republics position in the war crisis
was best expressed in the following
quotation from today's Midi:
while leaving no stone unturned
looking toward peace. France Is never
theless taking every precaution."
Crowds that excitedly discussed the
possibility of war gathered everywhere
throughout the city today. The excite
ment was increased by announcement
that six army corps are fully prepared
to move, being provisionei and held
ready to entrain at a moments notice.
Troops guard all tunnels and bridges
on the railroads leading to the frontier
and patrol aeropiane factories. Or
The Washington times., 1914-07-30

It is explained In st. Petersburg that
the mobilization of the fourteen corps
ordered by the Car does not mean wal
rwtth Germany is necessarily inevitable
The troops are to be massed along the
Austrian and not the German frontier
it is declared. Intervention by Russia
might still be averted. the foreign Of
flee stated. II Austria would withdraw
from Servian territory and cease all
military preparations diplomatic ne
gotiations with Austia might then be
resumed.
1t was reported here today that En-
peror Franz Joseph had forwarded a
pesonal letter to the Car. 1t is gen.
orally regarded as certain, however,
that anv efforts of Austria to reopen
diplomatic negotiations while its troops
menace Servian territory, will be met
with rebuffs.
The foreign Office today emphasized
its stand that the invasion of Servia
would not be countenanced.
That intervention will mean a confiic'
with Germany is not admitted, but there
is little hope this may be avoided II
Austria continues her advance upon
Servia
In addition to the mobilization of tn,
The Washington times., 1914-07-30

ders have also been issued prohibiting
manufacturers from supplying aero
planes to private firms or individuals,
the republic desiring to reserve the
right to claim the entire output.
1t Is expected that France next will
call to the colors the 10000 men who
finished their term Of military service
last year.
As rule the crowds are orderly.
Last night. however, a small-slzed RIOT
developed following an anti-war meeting
held despite the police prohibition
against such gatherings. Hundreds OF
workmen stormed cordons of eendarmes
who surrounded the hall with the idea
or preventing further attendance at the
meeting. In the melee several men
were pummeled seriously and go riot
ers arrested
The Washington times., 1914-07-30

, fourteen army corps, the Car today
caused the publication of a ukase ealing
thousands of reservists to the colors.
These include all reservists of twenty
three governments and seventy-one dis
tricts in fourteen others, retired Cos
sacks Of six territories, naval reserves
Of sixty-four districts. reserve officers
Of the hospital service, and part of the
reserves OF nine districts.
In case Car Nicholas takes personal
command of the army, It is considered
likely that Grand Duke Nicholas
Nicholaievitch and War Minister Gen.
cral Soukhonilinoff will hold the sec
ondary commands.
With the calling OF the reseryists,
Russia Is being combed Of men for army
service. Even the naval cadets were
made officers at the order of the Car,
and will be pressed into immediate
service Patriotic demonstrations are
in progress throughout Russia today.
The Washington times., 1914-07-30
Car DefieS Germany,
Calls for ReSerpiStS

ST. PETERSBURG, July 3o.-Russia today official
ly notified Germany and Austria of the mobilization of
fourteen army corps, numbering 100000 men. The
Gar said to have expressed the intention of taking the
field commanderin-chief in event of hostilities.
This is Russas answer the virtual ultimatum which
came from the German foreign office in the unofficial
statement that the Kaiser would order the mobilization of
his forces unless Russia ceased her military activities with
In twentyfour hours
The Washington times., 1914-07-30
Austrians Won Belgrade
Without Any Casualties

PARIS July 3o-Belgrade has been occupied invading
of Austns according authenticated Vienna dispatches
ceved late this afternoon.
occupation evening without casualties
placing pontoons the Austrans shelled the river
hank the point of landing
Getting fire. bridge placed and the Aurians
crossed with no further than few scattered shots from
Seian saphooe who retired quickly before the Ausans
fire.
The Washington times., 1914-07-30
Sir Edward Grey Blan1eS
Gar for Acute Situation

LONDON, July 30.-Si Edward Grey, foreign min
ster today in the house of strongly emphasized
the gravity of the general situation a result of the
Russian mobilization. He declared this action by the Car
had made the situation extremely acute, but said that
far no other powers had been affected.
The Washington times., 1914-07-30
WEATHER REPORT.

The forecast for the District of Co
lumbia-Fair tonight and probably to-
morrow; moderate north winds.
Maryland and Virginia-Fair tonight
and Friday; not much change in tenn
perature; moderate northeast winds.
Tha temperature today as registered
at the United States Weather Bureau
ond AFaart,s.
The Washington times., 1914-07-30
Fire Damages Store.

Tne wall paper store of Michael Mar.
shall. sO Eleventh street northwest, was
damaged 800 by fire today. The ORIGIN
of the fire Is not known.
The Washington times., 1914-07-30
FAILURES EXPECTED IN PARIS.

PARIS July 3ONumeous failures the Bourse expected
Bank of France to the
relief of nance The Bank France discount advanced
IL today The financial situation critical
today settlements been postponed until the end of A
gust Owing heavy Withdrawals suferAg Gold is
at a premium, and silver is scarce.
The Washington times., 1914-07-30
AFFLECKS.
TIDE TABLE.

TIDE TABLE.
High tide-1:25 a m. and 1:4s D. m.
Low tide-S:W a. m. and S:12 D. m.
SUN TABLE.
Sun rises. $500 Sun sets. ..7:12