davidaulloa/AmericanStories huggingface dataset:
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
HOW ADVERTISING WORKS
Publicity Creative Dolars-The
Strategy of Business

, to attract people, telling men ana
women what they have to sell, de-
scribing what they have to sell and
at what price it is for sale. In 9th
er words, Marshall Field & Co. adj
vertise for the purpose OF creating
desire for merchandise.
There never comes a time when
any store can rest on its reputation
and stop advertising without losing
money. The most widely and favor
ably known stores are the heaviest
advertisers. The men who conduct
them know they can no more stop
advertising than they can stop buying
goods.
To advertise or not to advertise!
You can take your choice, gentlemen.
If you choose not to advertise, you
decide to lose much you could have;
to be content with the development
of your business to only small frac-
ton of its possibilities; to struggle
harder for less return; to have a
business which any energetic compel
itor, old or new, can raid and destroy,
tearing down your trade in much
less time than 1t took you to build
it up, keeping you struggling with
your back to the wall Because this
has llOJ UctIi oohC W yod, WA SNAANAA
it can't be done Some competitor
may wake up to publicity possibilities
any day Some energetic new man
may decide to open UP in your town
at any time. People do not buy
goods because you sell them. They
buy because they want them. And
the man who makes the most people
want the most things does the best
business.
If you decide to advertise, make up
your mind you must stick. That
you've got to keep eternally at it.
That you can't be mere payer for
printers ink, but that you must be
a student of publicity. There is
much to learn about advertising.
Make up your mind that your adver-
Using must be given careful, consist
ent attention, that it can not be left
to odd times" that it can no more
be neglected without loss than can
buying, bookkeeping, finance or any
other essential Of business.
To sell goods you must get people
into your store. To get them into
your store, you must interest them in
your goods. To interest them in the
goods, you must tell about them.
The leadership of the newspaper as
the best advertising means for the
retailer is established 1t is not
something to speculate about. It is
definitely known.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

A. 3. Warner, OF Buffalo, N. Y:
Some men believe that the way to
advertise is TO subscribe to every
sort of scheme that comes along; ad
vertising on hotel chairs and hotel
doors; advertising on barber shop
fans and barber shop mirrors; direc'
tories and livery stables and rail-
way stations; theater programs and
ice cream social napkins; county fair
balloons and back porch thermom-
eters.
But, men, is this real advertising
Emphatically, no. Local newspapers
cost far less, considering results /;
and results should be the only stand
ard.
Does mother ever hurry to the
barber shop chair to gaze up at youI
advertisement on the ceiling?
Does sister ever hang around the
hotel to memorize the cards placed
around the register?
Does father prance down the street
with treasured balloon bearing
your-the adyertis err Shame?
Does brother carry the thermom'
eters around with him? No; but all
the family reads the newspaper.
Advertising could not really get a
start so long as a majority of people
were illiterate. In 1912 there were
400 town criers in Paris-because the
Parfsians OF the day We're unable to
read, they had to have their adyer-
Using shouted at them.
Advertising has its faults, but they
are fast being remedied. 1t has its
limits, but they are daily being ex-
tended. 1t has its takers, but they
are being eliminated by the force OF
public opinion. 1t has its failures,
but we are learning that they are
chargeable TO the mistakes OF men and
not TO the waVering of a principle.
The business that isn't worth ad-
vertising, will never be much of a
success. Remember, advertising is a
creative force. 1t is not done merely
to sell goods, but to create a desire
for goods. Advertising is intended
to make peoples mouth water" for
certain merchandise. Some jewelers.
have the audacity to claim that they
do not have to advertise because
everybody in their community knows
them. Tiffany & Co., advertise and
everybody in the world knows them,
but they advertise to cretae a desire
for jewelry that they have for sale.
The foremost merchants, Marshall
Field & Co., Chicago, advertise not 10
acquaint people with the name OF
Marshall Field Co., but to continue
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
WILL CUT DOWN
CAMP DODGE
About $4,000 Men at Des Moines In
stead of $4,000 as at First
Allotted to Canton
ment

UNITED Press Leased Wire Service.]
CAMP DODGE, Iowa, Oct. IL
The Lightweight United States army
division will be cut down consider
ably from the original figure, accord
ing to information received at the
divisional headquarters today. Many
of the men who will come here in
the next two increments will be dis
tributed to other environments and
among the national guard organiza-
lions now in training in various sec
tions of the country. Some of the
men who came here with the selec-
tive service contingents already have
been sent to various guard camps.
The enlisted population of Camp
Dodge, after all transfers are made,
will be about $4,000 men instead Of
, $4,000 which were expected. This
number includes the thousands of
Alabama negroes who will get their
training here. Thirteen thousand
drafted white men will be taken from
the cantonment here and scattered
among three other camps and can
tonments, leaving 81 ,165 white men
in camp. The distribution of drafted
men, according to latest reports will
be as follows:
Four thousand Iowa, Minnesota and
North Dakota men will go to Camp
Cody, Deming, N, NJ, to help fill the
Thirty-fourth division. One thousand
drafted men from Illinois will go to
Houston, Texas, to Ill the division
in which the Illinois national guard
is brigaded. Eight thousand men
picked Unfortunately from all
states in the district will go to Camp
Pike, Little Rock. Ark. to fill the
national army division TO be formed
there.
Previous orders were that the en-
tire Thirty-fourth division now at
Camp Cody. Deming, N. NJ, be filed
with men from Illinois, Minnesota,
Iowa and North Dakota as they re-
ported from their states for the mill
tary training.
The medical STAFF Of the camp was
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
There is no price that pays for the loss OF
honor--Arthur Somers Roche.
APPEAL TO THE ADMINISTRATOR

Coal is a scarce commodity just now in Keo-
kuk A like condition prevails at Fort Madl-
son, Burlington, Ottumwa and elsewhere III
some sections of the state, although an excep-
ton may be noted in the case Of Des MONIES,
where for use in public buildings the bitumin-
Gus article was laid down at a cost Of three dol
lars and eighty-five cents, being bought at the
mouth of the mine at Moberly. But it is with
coal for domestic use not that required for con-
sumption in local government Offices and build
ings, that the people would deal. Here in Keo-
kuk stocks are reported low and some dealers
have none at all for sale, SO they say. In many
cases orders are flatly refused until those al
ready entered on the books are filed The con-
sumner who has ordered five tons is lucky if he
receives one-ffth Of that amount; and an order
for a ton is met by an indefinite promise of de-
livery. There many bins in Keokuk that
are bare Of coal, which is sorey needed in some
cases, and children and elderly people who are
of thin blood are more than uncomfortable.
However, but and therefore-word comes
from Washington that communities ''really in
need of coal can get it at government prices,
Fuel Administrator Garfield announced and
the supply is ample to meet immediate needs,
even in the middle west, where an acute condi-
tion arose through failure he said, of cities to
state specifically their needs.
''Appeas should be made to the fuel adj
ministrators in each state, Dr. Garfield said
but where there is no state administrator com
munication should be direct to the fuel admins
tration here"
Fuel Administrator Garfield announces that
the supply of coal lis ample to meet immedi ate
demands, even in the middle west;'' but that
part Of the middle west as represented by the
state of Iowa is not receiving its due. So let
the people of KeolSuk, Fort Madison Burling-
ton and other cities follow the advice of Mr.
Garfield and appeal to the state fuel admins
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
AN EFFICIENT CABINET OFFICIAL.

The modesty shown by Mr.. Lansing IN max
ing public the cipher dispatches which passed
between the German government and Count
Won Bernstorff last year, is not the least OF the
virtues belonging to very alert and efhclent
member of the presidents cabinet 1.-The sec
rotary of state publishes the following two tele-
grams That is ALL but the kilograms
made mighty interesting reading. Mr.. Lansing
was wide awake and hard at work when, APP
parently Won Bernstorff and his companions IN
treachery believed him to be loafing on the job.
Probably nobody outside the department
knows how he got possession of the secret and
amazing documents he is giving to the world,
but one may be sure that the story, if told,
would make a fascinating chapter in any
study of efficiency. Mr.. Lansing is serving his
country well, and adding to the perplexities of
the foreign office in Berlin
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
THIRD SERIES
OF CAMPS
Officers Training Camps VIII Be
Open to Soldiers and College
Graduates from January
to April.

Another series of camps is planned
for the training of officers to I'LL
vacancies that may occur from time
to time. These camps will be held
from January 5 to April 5, in the
places heretofore used for this pur'
pose. The principal object of these
camps will be to give competent men
in the regular army, the guard and
the national army the training that
will fit them for promotion. But In
addition it has been decided that
recognition is to be given to gradu
ates of colleges and universities
where military training has been In
troduced. Among the long list oil
such institutions the following viii
be of interest locally:
Dubuque college, Dubuque.
University of Chicago, Chicago.
University of Iowa. Iowa City.
University of Illinois. Champaign
Urbana.
Iowa State college. Ames.
University of Nebraska, Lincoln.
Graduates and undergraduates OF
the institutions listed, who will be
between twenty-one and thirty-one
years of age on January 5, 1918, are
eligible W III dGiuiSSIoh- <1P
plicants may be married or unmar
ried, but other things being equal
examining officers will give prefer.
ence to unmarried men. Graduates
and undergraduates. of these institu
| lions who did not take the course
of military training are not eligible
for admission.
Enlisted men of the different
branches of the service will be car.
ried on detached service while stu.
dents at training schools. They will
receive the pay and allowance OF
their grade.
| Graduates of schools will be re-
quired to enlist for the war. While
students they will receive the pay
of privates, about $50 per month plus
food, clothing and quarters.
All who successfully complete the
course will be carried on a list as
eligible for appointment as second
lieutenant and will be commissioned
as vacancies occur.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
Man NOW Able to Walk Several Miles
Without Becoming
Exhausted.

II feel it is duty / owe to my
friends and neighbors to tell what l
know about Tanlac,, said w. Russ,
retired farmer, 1927 Palean ST., Keo-
kuk, at the Wilkinson Drug Co.
Il was on the verge of a break
down My stomach was not working
right and | was in general run down
condition. | had no appetite and the
little l ate fermented and turned to
gas. At times it seemed as If l could
hardly get my breath. ] couldn't walk
over a square or two without having
to stop and rest.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

increased yesterday with the arrival
of nearly hundred men from the
medical training school at Fort Riley,
Kansas. Their arrival brought the
total strength of the department to
more than two hundred men.
Meantime there is a little let up
in the drilling of men. The men are
being given enough of the sitting up
exercises to keep them in shape and
to acquaint them with the manual of
arms and the various drills OF the
army. Inc drilling has been slack
ened until the next increment ar
riyes, when the work will commence
intensively.
officers were still praising today
the spirit of the men now here and
the quickness with which they grasp
military ideas and go through their
work.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
TODAYS BIT OF VERSE
THE IMMORTALITY OF LOVE.

They sin who tell us love can die;
With life all other passions fly;
All others but vanity;
In heaven ambition cannot dwell,
Nor ayarice in the vaults of hell:
Earthly these passions of the earth.
They perish where they have their birth;
But love is indestructible;
It's holy flame forever burneth.
From heaven it came, to heaven returneth.
Too oft on earth troubled guest,
At times deceived, at times Oppressed
1t here is tried and purified,
Then hath in heaven it's perfect rest;
1t soweth here with toll and care,
But the harvet time of love is there
Oh! when mother meets on high
The babe she lost in infancy,
Hath she not then, for pains and fears,
The day of woe, the watchful night,
For all her sorrow, all her tears,
An overpayment of delight?
Robert Southey.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
W. RUSS, kE0KUk, SAYS, IT
IS WONDERFUL HOW TANLAC
PRODUCES VIM AND ENERP

Although l have been takiru
lac but short time | feel
deal better. Yesterday too,, q
walk. possibly three or four
and when / got home | was ~
usually tired. l sleep soundlv ., Nv :,
and feel refreshed in the morn y
Tanlac is a dandy medicine y
think it is wonderful how it all,
person with pep" and energy.
The Tanlac man at WiIki,,
drug store invites every person .
bled with headaches, dizziness a.
patton. nervousness, depressed -
it's, poor memory, ringing noi,..
the ears, coughs, aches and main
call on him. There is no obIy,
implied in making a visits
tisement.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
American Bankers Association.

UNITED Press Leased Wire Service.
CINCINNATI, Ohio, Oct. 1.-THE
American Bankers association will
soon start a campaign to induce all
state banks to join the federal re-
serve system, in accordance to the ap.
peal of President Wilson. Chas. R.
Hinsch, Cincinnati, president of the
bankers, made this announcement to-
day. National state and congressional
district committees of bankers will
be appointed to bring the state banks
into the system, Hinsch said. Under
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

present regulations banks with !,
tai less than 5000, 900 could not pas
to the federal reserve system y
disqualification can be corrected
the next session Of congress, hi,
pointed out.
1t is the presidents desire to 4
ilize the nations gold reserve nm
the supervision of the federal reese
bank.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
X Does Not Paw.

UNITED Press Leased Wire Servis
OSSINING, N. Y, Oct. IL
doesn't pay to try to kiss lady {
John Lyons, fifty, is ready TO
tify to this today. John beckonei
Mrs. Anna O'Shea, Ossining's pc
woman, when he met her on
street, not knowing who she '
Then he tried to kiss her. W
Mrs. O'Shea marched John into CT
a few minutes later he was veal
two black eyes and holding bro
nose. Then he was held in 81
bail.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
kEOSAUQUA.
,>>>~%~>~%>%%>,

Van Buren, county turned In
majority for the constitute
amendm emit.
Van Buren, also voted on a
county farm home to take the pl
of the one destroyed by fire sen
years ago.
The proposition carried by 400
jority.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

are lightened when she turns to the rs3
medicine. II her existence is nv
gloomy by the chronic weaknesses, III
cate arrangements, and painful disoTaa|
that afflict her sex, she will find RELIEF "
emancipation from her troubles ~ -
Pierce's Fayorite Prescription. II sh]
overworked, nervous, or rundown. y
finds new life and strength. It's pow1
full, invigorating tonic and neryine wing ns1
was discovered and used by an emlnea
physician for many years, in al! cases ~
"female complaints. and weaknesses ~ ~
young girls just entering, womahfhgos1 s
for women at the critical "change q ".
in bearinp-down sensations. periodlca
pains. liberation, Inflammation, ana eVel
kindred ailment, the !" Favor lite Pre. .sol
tion" is the only medicine put up WitnVs
neutrality-suspicious. on wrapper.
COUNCIL BLUFFS, Iowa. "Some an
ago / had displacement, this caused !.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
Merely Incidental.

Washington Star: Everybody
would eagerly consent TO carry
parcel If the high cost of delivering
were the real problem that conf:cn.s
the ultimate consumer.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

health and strength, and was q g res
help to me in many ways. shall aiW ~
recommend it to others whom ina SUI
fering r-MRs. s. c. MABR, 354o Ave- n
BURLINGTON, Iowa. am g Isdn
say that Doctor Pierce's Pleasant P KIN.
have been family remedy for me- ss
years. (SoId By druggists have l %ia
are not only pleasant but the result
never disappoint, and the longer US, gse
the better they ere appreciated "-hS'
ANNA MosENA, 1899 Ashmun Street.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
Your Real "Lib=
erty Loaf" The

~ y >~S - 49, - - ~
whole wheat contains every
element needed for building
healthy bodies and for fur
nishing energy for the days
work. When you eat
wheat be sure you get the
whole wheat in a digestible
form. This will help the
good work of conserving
food-a real liberty loan TO
the Government. Shredded
Wheat Biscuit is the real
Liberty bread" 1t is 100
per cent. whole wheat, moth
ing wasted, nothing thrown
away. Contains more body
building nutriment than
meat. Delicious for any
meal with milk, or cream.
Made In Niagara Falls, N. Y.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
A NATION OF IDEALISTS.

The capacity for sacrifice is a test of nation
al greatness and the events of the last few
months have demonstrated how capable
America is of service and of that remuneration
without which a great national character can
not be built up.
To superficial observers the typical American
has sometimes seemed self-centered, self-seek-
ing and recreant to the higher ideals. Ameri-
cans famous for notable achievement In the
business world have now and then disclaimed
all lofty motives and insisted that they were
working all the time for number one But
such disclaimers are not conclusive. Some OF
the finest natures are often quick, and even
brusque and rude in repudiating generous sentl-
lments imputed to them. Other men, who have
thrown themselves with tremendous energy into
material conquests, may not clearly realize that
it is their overflowing vitality and the JOY OF
achievement rather than any selfish or sordld
motive which impels them to unremitting work.
And whatever man may say or think, II his
vast enterprises give ample and remunerative
employment to thousands of his fellow men and
women, if worthy causes profit by his benefac-
tons or if any large part of his accumulations
is eventually to enure to the benefit of society,
! he is working for the world and not for him
self.
| In this crisis for humanity hundreds of mer
have given up their business or given it over
into other hands in order to devote all theiI
time and strength to the nation. They do this
gladly from the highest motives; but they find
in their new work an adequate outlet for their
energies, and they find the joy of service for
mankind. Many women are making a similar
sacrifice, as the world calls it; but it is really
lconsecration Of themselves to the service of hui
mainly which brings them joys surprising
those of their old, self -centered life. And tens
| of thousands of men are leaving their voca-
ltions their ambitions to risk their lives that the
nation may live.
We are capable Of remuneration. We are a
nation of idealists. Perhaps we have a larger
proportion of them than any other people; and
certainly the best in is equal to the best to be
found anywhere else in the world. If France and
England have so far made greater sacrifices
than we have, it is because need for sacri-
fee has not seemed so great and our danger
has not been so terrible and SO near.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
peril In Boosting.

ST. Paul Pioneer ress: It no long
er pays to brag about the money yon
are making. The tax collector will
getcha. n va don't watch ont.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17
IOWA PRESS COMMENT.

Des Moines Register: Most of the
successful men never heard Opportun-
ity knock on their door. They went
cut and met it on the highway.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

Cedar Rapids Gazette: A German
editor at Youngstown, o., has discon-
tinued his paper until after the war.
But there is not going to be any after
the war" for newspapers that cannot
be American Low. That war will go
on
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

After all his plotting against Canada, Won
Bernstorff had the hardihood TO complain of
the thoroughness with which his party was
searched at Halifax.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

Apparatus for automatically spr
ing oil from the bow Of YES
upon rough sea has been invent
in England.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

Marshalltown Times Republican !:
The Cedar Rapids Republican predicts
that wheat will again sell at so cents
a bushel. Well, let's not worry over
that now. 1t will not be this year or
next.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

The owner Of a Liberty bond can look sol
der in the eye without lowering his gaze.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

Some of those names the allies are reaching
on the western front make the reader wish for a
return to the comparatively easy Technology
Of the Galician campaign.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

Burlington Hawk-Eye: 1t seems
many years since one Villa appeared
on the first page-and some of our
good people are apt to wonder whom
he pitched for.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

privilege of highest genius to be at once IA
miar and sublime; to seem to be occupied merely with
the realities and yet to interpret them as 70
of larger spiritual message
Comyns Carr.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

TRAITOR, whose name is Charles W. Webster ano
whose home address is Waucoma.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

Buy bond; buy bonds, and be sure they are
Liberty bonds.
The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-10-17

The campaign to make the people acquiesce
quietly in the Thanksgiving day dinner hold-up
is in full swing with alar1nist stores of govern
ment purchase Of turkeys and short crop of
cranberries.