davidaulloa/AmericanStories huggingface dataset:
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
LAST-MINUTE SHOP NEWS
APPEALS TO FRESH MIND
By ALFRED T/MARKS.

II seems TO me that the advantages
shoppers enjoy through availing them
selves of the offerings made in the morn
Ing newspapers are many
Chiefiy-the announcement comes when
the mind is fresh and receptive; il comes
at The beginning OF the DAYS activities
and in many cases on the very eve of the
shopping tour. thus avoiding the neces-
sity OF charging the mind with details of
Yesterdays advertising.
The message OF the advertiser in the
morning newspapers comes on the wings
OF the morning." when one is most likely
TO have time, inclina Ion and opportunity
TO read and digest and decide-which is
not the case when the appeal is made in
the evening paper. The shopper il bet
ter able to appraise the bargain at its real
worth in the morning. When IL is pre-
scented at the close of the day il gets
scant attention for the reason that the
average shopper man or woman, enters
the last lap of the days activities with a
hurry up TO get home to dinner or en-
gagged in business), or in the preparation
OF the evening meal Of the housewife).
a glance at the evening paper as chance
offers before or after the meal, catching
up the chief news features-really no
time to read advertising. you know, be-
cause there's the evening engagement:
theater. entertaining or being entertain
ed-and now it's after O'Clock. And
there you are.
In the morning the shopper-business
man. business woman. housewife, every
person-is interested Ing reading not only
the news OF the preceding day and night
more than half the big" happenings
occur after sunseO. but has no evening
program" and more or less mental and
physical WEAKNESS to take the mind on
the store news which Is the last, best
word Of the stores for that daY
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
Second Prize Letter
BY MRS. b. L. BURTON.

The advantages of the morning over the even
Ing paper n medium for giving advertising news
O shoppers briefly, fonowsi
ID IL contain, the very last word to the
offerings of the merchants because they do
have make up their copy early the preceding day
N order Il in the paper.
ca IL obvfates the necessity of having to bur-
the mind from the evening before with where
you purchase most advantageousIy.
Cs1 IL comes I'm the morning when the mind is
fresh and clear and you able grasp all the
details Of the advertising news.
a. Ii combines the latest general with
the latest shopping news thus eliminating the e.
cessity of having bother with two paper. In the
morning, when you may be rushed for time-one
get the latest news events and the other from
the evening before) to refresh your mind n o
the shopping news.
49, IL IL of distinct advantage the business
r woman, because with the morning
comes the latest shopping pews, thus acqunintinE
then with Offering. of the merchant. for
that day, of which they take advantage before
the day IL over.
a. Another advantage very much akin O the
foregoing In the fact that the office r
In the morning paper gets the latest shopping
news, which can be perused they ride office,
thus giving them opportunity to do some shop
ping before the duties OF the day begin, I'm
mediately after they over.
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
MIND TOO TIRED FOR
STORE NEWS AT NIGHT
By NJ. E. SMOOT.

Business first and pleasure after. /"
This is the motto of the usual BUSH
ness man or woman-those who make
up the majority OF shoppers. The
average individual spends the hours
from to attending to the business
affairs of life. One OF the important
items OF business is to supply ones
daily needs in the most economical
manner possible. After this, there is
a general inclination to turn the key
on the more serious concerns of life
and seek that recreation so necessary
to the health and well-being of every
one. The evening newspaper is read
when the business man or woman is
tired OF counting dollars and cents and
the housewife would forget, IL she
could. the details that make up her
day; and IL is then relegated to the
forgotten OF the yesterdays.
The next morning begins a new con-
structive period. We gather our ma
terial to build a new fabric-our days
work. The plans must first be drawn.
Where can i procure my needs for the
day-where can / shop to the best ad-
vantage? Is one of the problems to be
solved. The morning newspaper is
read in the course of the sketching of
our plans. 1t stands to reason that
timely and attractive advertisements
read at such a moment should appeal
to every one and naturally enter into
the construction Of the fabric.
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
MORNING NEWSPAPER
THE ZONE BEST BET"
By G. ID. MEYER.

That the morning newspaper is me
one best bet" for astute ''bargain-seek-
ers' is fast becoming a recognized fact
That the mind is more receptive in the
morning and the time for reading more
propitious. is self-evident. But, the two
greatest reasons are these: First, the
biggest bargains are often to be found
in the morning paper. because the
shrewd advertiser has the chance to
read what his competitor offers for the
following day and then frequently makes
his offer for the same day a little bigger
Sometimes he throws in a few extras;
then again. he quotes a lower price Re-
suit: The morning newspaper-reader
gains; all others lose.
- Secondly. all persons, practically with
out exception, act. more or less, on
impulse. In the evening paper We often
read a bargain offer and are irnpelled
with keen desire to buy; We can't: the
store is closed. Next morning the paper
Is perhaps misplaced or unintentionaIly
destroyed, or perhaps, for a number Of
seemingly good reasons, the desire to
purchase has worn OF Result. We
rob ourselves of the16pportunity to get
something good that we really need and
might just as well own at a saving In
price. Both lose: the advertiser and
the prospective buyer.
Therefore, 'the morning newspaper is
best and The Herald, the best morning
best. for advertisers, be-
cause. being itself a bargain at penny
"a paper just as good for less"-it
furnishes better class of buying pros
poets; best. for shoppers. because. be-
ing a paper not given to exaggerated
In Its news columns. 1t II
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
CONTINUED FROM PAGE ONE.

fresh and receptive: 1t comes at the be-
ginning OF the days activities. and in
many cases on the very eve of the shop
ping tour, thus avoiding the necessity OF
charging the mind with details Of yester-
days advertising"
Morning Readers Ready.
Another advantage that was presented
In majority of the letters was that
morning paper advertising comes at a
time when 1t could be acted upon. where-
as evening paper advertising lost much
of its value to the purchaser as It neces-
STATED keeping the paper overnight.
As one contestant expressed II, lit is
not an unusual occurrence for my wife
to remind me that I am late for dinner.
and that / must hurry through my eve
ming meal and dress, for John and Mary
said they were coming early, or. that we
were included in a theater party tonight,
and must be there on time. What pos
sible chance, therefore, has one, under
those circumstances. to take advantage
of the advertising in the evening papers,
or even read them
Others wrote. Advertisements read in
the morning are remembered. They are
acted upon, not slept upon" when
tomorrow comes the advertisement (from
the evening paper. is .halr-rememoered.
the paper probably misiaid and when Il
is found the second thought has pos
session OF the mind" "Never put on
TIL tomorrow what you can do today
why take the time. in the rush around
dinner. and then the rush to redress for
company or an evening out. to read
what is advertised for tomorrow" TT
is a great convenience for me to do my
shopping in the morning or afternoon
inter / read the ads, instead Of putting
II of till next day because OF waiting
for the evening papers" The morning
papers give you the shop news while 1t
If news, when you want 1T and when
you can act on it"
Another advantage frequently men,
toned was that 1.-The last word held
the advantage in advertising as in argu-
ment Many mentioned the fact that
competition being keen, merchants were
afforded an opportunity in the morning
papers that were more attractive than
the offerings of competitors announced
the evening before.
THE merchant who advertises in the
morning papers can undersell the mer-
chants VINO advertise in the previous
evening papers," is the way one con-
testant expressed this idea. THE morn
ing newspaper reader has a scoop over
the shopper who relies upon the even
ing newspaper" " The last-minute shop
ping news is the strongest argument for
immediate shopping" THE merchants
always make their last appeal the
strongest" 81 find it a great convenience
to take last look at the morning paper
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18

just before starting on my shopping trip.
/ know then just what are the freshest,
newest offerings and just where to get
them" These were a few more reasons.
Statistics Compiled.
Many commented on the fact that In
these busy days. the evenings were re-
served for social relaxation, and that the
movies. theaters. card parties, calling,
dances. autoing. ETC.. demanded the time
of the family from supper-time to bed
time and 1t was, seldom that evening ad-
vertising got the consideration neces-
sary for results. Several of the con-
testants gave vidid descriptions of their
evenings at home. illustrating from ex-
perience that they found the breakfast
table the place to plan the days shop
ping and the morning newspaper with
its "last-minute shopping news" the
medium through which to learn the Of
ferings of the merchants.
Many other good answers were sub
mitted in the many answers that poured
into the advertising department. Some
were clever, some in poetry, some in dia-
logue. others sent in in the form OF
playlets or short stories. All showed
that the writers had seen or experienced
advantages from paying attention to the
Last-Minute Store News" afforded In
advertisements that appeared in the
morning newspapers. Some had gone
so far as to compile statistics showing
that in other metropolitan cities the ad-
vantages were SO pronounced that the
bulk of the advertisements appeared In
the morning newspapers.
A surprising thing in connection
with the contest was the number Of
men who took an interest in IL and
sent in answers. Evidently the men
folks of Washington are as keen shop
pers as are the women. Though. Of
course. the large majority OF letters
Icame from women. a very large num-
Der of men sent in articles and most
of them were baseG upon experiences
that had happened to them or their
families.
Many hailed the growth of morning
advertising in Washington as q great
boon to the shopper who was relieved
OF the necessity of burdening her
mind over night with trying to re-
member the details of the stores an
nouncements.
The contest was a decided success
from every standpoint, and so many
and so good were the articles entered
in it that it was decided to increase
the number of awards by the addition
of fifteen prizes of 81 each. Even
with this enlarged number of prize
winners, the judges found II difficult
to decide upon the winners. and II was
only after spending all day Sunday
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18

and choose to the greatest advantage to
herself: in the morning. when the body
Is rested, and the brain clear and alert
her choice made, she can buy Immediate
ly, and have the purchase delivered the
same day. Foodstuffs. wearing-appar-
ell, incidentals. luxuries. perhaps needed
Immediately. can be obtained, and in nee
essary cases can be exchanged before
the day is over. There is no delay. no
waiting all night and perhaps forgetting
In the morning. as often happens when
reading an "ad" In the evening paper.
An Intelligent. clear-minded person
makes the best customer. and people are
at their best in the morning. and dur
ing the day. Woman does most Of the
shopping. In the morning she can read
the ads" decide upon her needs, and
make her purchases to the best advan-
tage, without forgetting to do so. If
she Is satisfied with the purchase. she
can tell her friends one good sale de-
serves another. Most men who have
time to read the ads at all are those
who have time to read them in the morn
ing. They can inform their wives Of
any bargains that may appeal to them.
An evening paper is seldom looked at
the next day, and the appeal of the ads
therein are lost. But a bargain set forth
In morning paper can be Immediately
bought, and advantage is usually taken
to do so. No waiting. no forgetting.
the sale is made. and perhaps a perma-
nent customer acquired.
The medium used to advertise In, is
OF great Importance. both to the mer-
chant and the purchaser. II the pur-
chaser is satisfied, she will buy again
and the merchant will continue to use
the same medium. because he finds it
profitable.
When morning newspaper has In
creased its advertising space by over
lines. in its daily and
seventy-two thousand lines in its Sun
day editions during a period Of six
month. as The Herald has done. that fact
gives mighty good reason why both
the public should read, and the merchant
should advertise in it.
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
WIDE-AWAKE PUBLICITY
IS BLESSING TO CITY
By a. +. JOHNSON.

The advantages shoppers enjoy from
the last minute" advertising in the
morning newspapers are physiological
and can better be realized by those
who enjoy them than expressed in
words. After refreshing rest the mind
is alert. ready to receive and retain
the most favorable impressions. and
opportunities being Offered we prompt
ly act upon them.
The skillful advertiser who is able
CONTINUED on PAGE FOUR.
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18

the latest renting lists. Do we wish
to purchase provisions? clothing? .
piano7 a yacht? a ton OF coal7-no mat
ter what-here are the latest quotationA
and the most recent announcements Of
special opportunities along the line Of
our particular quest
Clearly then. for those who have no
time to waste land who In these stirring
times does not fall within that categoryD
the advertising columns of the morning
newspaper yield the richest and most
satisfying results.
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
SUBURBANITE PROFITS
BY LAST-MINUTE "ADS."
By Mrs. G. X. STUART.

I am a suburbanite. and will tell you
the advantages derive from the morn
ing paper-The Herald-especially When
husband comes In to six o'clock dinner he
has an evening paper tucked In his
pocket. am too busy waiting on the
little family of five children, to even
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
URIC ACID
NEVER CAUSED
RHEUMATISM

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have Rheumatsn. acute or chrouic-uo matter what
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JESSE A CASE. Dept GO. BrOcktOp. Ma
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18

most likely to carry bargain offers .
which will not disappoint.
Moral: Read the ads In the morning
Herald and save money.
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
Here Are the Prize Winning Letters
In<the Washington Herald's Contest
First Prize Letter
BY J. A. BRAENDLE.

tn morning. orms
pubih unequal
foeuest
hour.
eaerday forward 1t
o il h Of BUSINESS
euyo what have
hi pnee
makes da if had a6rmasi time"
together
t tina both seller
market" the wage
changing ctoth
hns the
it is ge
company" Cor
In
dreh-r it is that
oeoninen
f which Il, mjortya rsiins
heseed b tadvntage
'ttin
to them today
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
MORNING CAD" Is THE
MERCHANTS SALESMAN
By JACK Y, FIELDMAN.

shopping "ad'' in a morning news
paer, is the merchants salesman. and
every reader is possible customer. The
possible purchaser can read. comprehend.
The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1915-10-18
ell Why "Lastnu Advertising Pays Advertiser Well Buyer

that late last night the twenty select
ed were decided upon.
Detroiter Abend-Post. (Detroit [Mich.]) 18??-19??, 1915-05-05
ariegsiditfe Snr Seinl=
bringing ber 6eianots
idaft eiugttrOffen.
Sapaner in guns China nnf iofurtise
slbrciie pprbereifet.
Sells idun absereiit, tells in aonin'
laten fpnsentriert.
Mfan iprift iusar BON &ries ubne
borberiges 1tltintatnm.
Spldles niirbe aber andl nnr As
Stnnben 3eit seben.
Ynnn Sdli &at unb Wftniiter ersielten
undl feline Gntideibnns.

Sofio, 5. Otoi. 9os @erii6t
iit int ltntlnuf bob Dos orspGrtige
Inlt an ole ioponii6en &oniliIn in
China Die glufforber1tne eeididt ha-
be, lire 2onolelite onf oie WtogIih-
felt elmer bolbigen 9lbreiie borsube-
reiten.
@enerolleutnort @rof Serolifi,
@enernlgouperneur bon aoreo, botte
cine &onferen5 nit Dem General.
Ito6sdlef.
Cine enbguitiee Gnt'd,eibune bes
&obinetts linb bes &otes Der slIten
Stootsm1nner ift fir n1orgen III
Iusiiht geltellt. Die 3eitlineen be-
boupten, es iperoe China Elm Ultima.
tltm eeifift iuerben, worin Ole @nt-
Ihcioltn9 Gbinns innerbuIb 4SStiin-
ben perlnnet peroen miro. Die
9l1tter be5eihnen es. als cine 9clei-
bigling fiir Sapan BOB Chino Der,
lonoe, boB oos @eriprehen, aino
Siholt mieoerber5l,itellen, idrtftlid
gc9eben iperbe1t ioll.
Gefing. 5. Oioi. Die Soupt.
Itobt Gbtros If oneeitdlts oeiiert, mos
Ole Iefing @oaette ols Die varobtc
@efohr Ghinos in Der mnbernett @e.
ihi6te" be5eidlnet, merfpiirbie rir'
hig. Sic 8eihGfte meroen fpie IT'D.
lid, obaepifeIt. Sie Hegierltne bni
iuponieinoIihe 9enlonitrntioner
itrenq perboten. Nus Dem Siiber
fpmmen 9tahrldten, bnB oieIe 2eiitl
Sclbitnloro begeben, neil iie es MIDI
erlcben lpoGlen, bob Chino ltntermor
fen merbe.
9eohoem qeitern Die Io6ridt elm
Detroiter Abend-Post. (Detroit [Mich.]) 18??-19??, 1915-05-05
GbinQ Qut &oraben0
eincs &rieges.
Sapam trifft aQt Sorbertitnagtn,
bic Na4barn 81 iibtrfaatn.

getroffen fpor, bnB SSopon eh1 r1Iti'
ntotlnt on China pInne, fp1troe i'm
8interpoloit elm &obinettsrot nbee.
balten. Gie Ntiniiter paren eeteilter
0teinitng rnb GrGiioent 9l1on SGi
&ui entbieIt itd) ieber 9feinlutesou-
Berlna. Sci ibm rnbt Die @niihei-
bung. Ginige 2eiite eloitben, bob
China na6eeben tper6e, nnbere ipie-
Der finb Der glnIiht, China nerbe iid1
bis gum &eltBeriten eegen Die 6orbe-
rlineen SsaponS mehren.
San&an, China, 5. Wtoi. Ger
bieitge jopnnii6e @eneroIfoniuI er-
bieIt aus Sofio SSSnitruftionen, oIle
Sapaner in ieinem Tiftrift uuf5ii-
forbern bab fie it'd moreen 5rr 9ib-
reiie nod, SSnpon bereit bolten.
8efing, 5. Mni. Gin japnni-
iher &reu5er unb bier Sorpehoboote
firo in Sidin g8ong Soo ONT @oIf
bon 9ioo Sun9, $50 WeeiIen oitlid
bon Gefing, ongefoiumen offenbor
5u oeln 3fpefe, Die 0titelieber Der
iononii9en @eionbti9uft in Chino
u1tf5unebmen lrtb nod, Sopon 5it
bringen.
&oniiiorberi6te oifs ollen SeiIen
bes 2onbes fitnbiget OH, bob Sopo-
ner tells ihon obeereiit fino, teils III
Den &oniuloten fon5ertriert nerben.
Wton aloubt nun, bob Sopon nc
oen 9tidlterfillling ieiner Sorbeuri.
gen on China iofort poreehen Der'
ben, obne crit Elm llItintotltn digit
ienoen.
2orbon, 3. N3oi. Ser Central
Geps miro nits Sofin gefohelt. bcb
oos ioponiidbe llItimntitm on Gbtno
ben Gbineien MIR 48 Stlinben Seit
fir Die enooiiltiee glntport oibt.
gSofbington, 5. Wsoi. Sf-
fi5ieIle Sepei6en, Die beute bon Der
amerifuliinen 9otihoft in Eofto
lnto Der omerifaniihen @eionbtifott
in 9efing eintrofen. ertp6bnen ilidltS
bon einem ltltimatitm SSopons on
Chino. Sn offi3iellen areiien BON
@oibington iit man eeueigt, Die 81.
tuation I'M fernen Often rithiq III
uerfolgen nnb Die nodliten Sd1ritte
obsumorten. Ssn qlltiniornierten
areiien glaubt mon. bob bns Ser
longen Der inpnnii6en Hreiic noGl
einem ltltinotrn an Gbtno MIR ETH
Shredi6uB iiir Befine iein ip1, Do.
NIT es ,snpon &pr3eiiimnen made,
che bicies iih 5I :irem n1titert
Sd)ritt cTrtidloiie.
Ginige 8eobn6ter 9lolIben, Die
glbienoung eines llltimntltn1s ooer
elmer anoeren Yiitteilung on @btno
nerbe per5ogert percen, Inn eri' Die
G1tmidlirneeu in &c:inp ab3lnuor-
ten, mo ErGiiAcit @unn Sbi 9ai
! innere llnruhe1 befiirhtet, gleidygiil-
zig, pelden @erlauf Die llnterboito-
llinaen nit SSsapon nebmer iollten
Groiioent @ilion lulb Sefretor
@rpon ituoierten Die Oepei1en iorg-
iGltie, ipro1en iih ober ooriiber
nid)t aus.
Detroiter Abend-Post. (Detroit [Mich.]) 18??-19??, 1915-05-05
&dmbtrbanbe faltgeiteat.
Siir mcbrcrc Sabre nah Dem Sing
Sima 8eiangnts eeianbt.

9temOorf, ) @aoi. 8bilip {.
gSbite, Serfnufsleiter Der Wtoiilrp
8oint SO. uon 9rooflnn, Der lebte
J:ndc milton in icircm 81 la5ri &C.
itano, ooB er eit 9oppellebeu gefilbrt
bdtte lno ocr s5ilbrer einer RGlbcr-
bonoc gepeien mar, Delde Die Bonf'
hoten ieiuer 9(rbeitgeber Inn ioit
$4,000 beroubt botte, rpuroe beiite 5n
@ef6nanis pon 712 bis 10 SSabren in
Gina Sinq perurteilt SSonles g.
Gilman, icin eeitdnoiser 8oltpt-
aompli3e, erbielt oieielbe Strnfc
9rei onoerc SpieBgeiclen, Robert 2.
Roberts, Seniontin 0toore lnb 5bo-
mas s. Calm, fornen mil Strofen
BON 5rpei bis 81 fiinf Sobren oapon.
Detroiter Abend-Post. (Detroit [Mich.]) 18??-19??, 1915-05-05

s9ieie sSroaen laiien iid] leid]t be-
ltimmen, unb penn Die oeiitihe 9fe-
qieriine peitere 9efpeiie 5ur @rbdr-
tilng Der 9ebauptiing III oieien Ru11f-
ten berlangt, abeeieher uon ben in
Den Shiffspapieren entboltenen 8e-
meiie, Die ith bereits I'M 8eiise Der
oeiitihen &egierling befinoen, 10 per-
ben ole lpeiteren 9epeiic, Die not
penoig gefunbeu iDeroen, geliefert
peroen. Ssn bieiem Sale aber, gu
mai aQe iolfe 9eipeiie leid}ter in Den
Ser Stauten erbaltlih iinb unb ee.
priift Deroen fonnen uls ionitfpo, Do
bier Der Gigentiimer un0 Der &api-
tan Der @iaiam g. sSrpe ipeilen mo
Die bofumentarii6en @efpeiie bier tic
gen, erlaubt iidl bic Hegierung Der
Der. Staaten, Die Sunli6feit elmer
Sransfericrlne Der llnterhanolin-
gen 5Ded5 sSeititellllng oieier 9unfte
nad) Der foiierlid)en beuti6ell BOT
iGnft i'll &oibington por5uid)logen.
rglngeiid)ts Der @inrGumunq Der
6oftburfeit nui 0runo ipe5ifii6er
Sertrogsbeitimmlingen lit es nidt
notig, ouf cine @r0rterilne Der 9e.
belitiing ilnb Der @irfungsfroft Der
Sonooner 0cflnration, Der in Gurer
@r5eaen5 gtote Ironlinen5 gegcbcr
Duroe, naber ein5ugeben als 5u TO-
gen, bob Die 9feeierune Der Ser
Staaten Die 2onooner Ieflorotior
als niht in 9raft beitebenb betra6
tet".