davidaulloa/AmericanStories huggingface dataset:
The Brookings register. [volume] (Brookings, Brookings County, S.D.) 1903-1971, 1918-05-30
Some Don'ts When You Advertise

By HERBERT KAUFMAN
Author of do Soneshiag! Be Somethasg!"
TIME price of the gun never hits the bulls eye.
And the bang seldom rattes the bells.
It's the hand on the trigger that cuts the real fgger.
The aims what amounts-thats 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-bang without biH-you must see the neces-
sity 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 a literary light.
People read his advertising to discover what your buyers have
just brought 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 persiAage dished up in i1
reading columns.
Don't exaggerate. Poetic licenses are not valid in business prose.
who figures upon too many fools finds himself looking into amirror,
usually about a half hour after the sheriff has come to look over the
premises.
Don't initiate. Advertising is a special measure garment. Bust
nesses are not built in ready-made sizes. Copy which fits somebody
elses selling plans won't fit your store without sagging q. the chest
or riding up at the collar. Duplicated argument and duplicated results
are not twins. Your policy Of publicity must be specially measured
from your policy of merchandising.
Don't put your advertising in charge Of an amateur. Let some
body else stand the expense OF his educational plumbers. Remember
you are making a plea before the bar Of public confidence. Your ad-
writer is ar advocate. Like a bad lawyer, he can lose a good case by
not making the most of the facts at hand.
Don't get the "sales" habit. "Sales" are stimulants. When
held too often their effect is weakening. The merchant who con-
tinualy yelLs bargain" is like the old hen who was always crying
"fox." When the real article did come along, none of her chicks
believe. it.
Don't use fine print. Make it 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 successful advertiser hates a gutter.
copyght)
The Brookings register. [volume] (Brookings, Brookings County, S.D.) 1903-1971, 1918-05-30
Local and Personal

He said: There is No God, There
is No Soul" but l believe,
Watch our window for specials on
Home needs. Cornell Electric Co.
Miss Birdie Bennett of Arlington
spent Sunday at the home of her
friend, Miss Bertha Knutson, west OF
the city.
The Franchise League will meet at
the Library building on Wednesday
June 5th, at 8 o'clock p. m. A good
attendance is desired.
Louis Westgate, who has been
teaching and acting as coach at Suth-
erland, Iowa, the past school year, is
in the city on a brief visit.
A. T. Horton, the Volga Tribune
editor, came owe yesterday morning
with the ballot box, of that precinct,
containing the primary election re-
turns.
Miss Laura Moen of Tracy, Mimi,
who has been visiting at the home of
her brother, O. N. Moen, for the past
two weeks, left for her home on Tues
day morning.
Mrs. James F. Dilley of st. Paul,
who has been visiting at the home of
her daughter, Mrs. R. A. Mark, for a
couple of weeks, left for her home yes
terday morning.
Miss Nellie Henry of Volga, was a
visitor in the city yesterday, at the
home of her friend, Miss Berne Smith.
She remained to attend the high
school commencement.
Miss Evadne Shuck of White, who
has been a pupil at the high school
the past year and living with her
grandfather, O. A. Sutton, left for her
home Tuesday morning.
j. r. Heardley of Pipestone, Mimi,
arrived from Sioux Falls, where he
has been working, and taken charge
of the tailoring at THE Cleanest
Cleaners. He will move his family
here in a few days.
Mrs. Paul butcher, Misses Agnes
Carlisle and Nellie Kendall, and Mr..
and Mrs. Philip Severson were Brook
ings people who went to Sioux Falls
yesterday morning to hear CALI
Courci, the incompatible soprano, in
her concert in that city, last evening.
The wiring connections for the big
fire truck arrived last week and Chief
Sorenson and R. ]. Getty connected
up the necessary parts and the ma
chine is now in condition to attend all
CONGREGATIONS. A full trial Of the
truck will occur as soon as the streets
are drier.
H. F. Haroldson and A. E. Bunday
returned Saturday evening from a
short vacation that they INDUCED in
last week. They visited Enemy Swim
and Bigstone Lake and enjoyed the
fishing at the latter place. Both of
them look as if they had a good time
and would like to go again.
C. w. Adamson has purchased the
clothes cleaning business and tailoring
establishment formerly operated by
Alrick & Severson, and later by Philip
Severson. Hilman Alrick is already
on the way to France and Phil Sever
son is arranging to enlist in the navy
as soon as possible. willie" Adam
son is a home grown Brookings boy,
and was for seven years with the Oh
son-Graves Co. and for the past two
months has been with Phil Severson.
He knows the business and will not
only keep up the good reputation of
the house, but increase the service
possibilities for his customers. See
his adv. in this issue of the Register.
The Brookings register. [volume] (Brookings, Brookings County, S.D.) 1903-1971, 1918-05-30

@ Inside Information is
the costly, valuable in
gredient that figures
most prominently in all
business deals.
qThere is a wealth Of
Inside Information" in
the want ads.
q Many business men
whose preeminent sue
cess is attributed to a
highly developed fore
sight and shrewdness,
are in reality making
daily use Of this want ad
"Inside Information"
Evening star., 1918-10-22
JOHN F0LLIN, ACCIDENT
VICTIM, DIES OF INJURIES
Septuagenarian, Hurt October IA,
Succumbs-Boy Is Knocked
Down by Ambulance.

John Follin, seventy-three years
old, who Owas knocked down by a
motor delivery wagon near Wiscon-
sin avenue and Pierce Mill road the
morning of October IA, died at
Georgetown University Hospital
about II o'clock, last night.
Follin. who Vas employed by the
Washington Railway and Electric
Company. resided on Jewett street
near Wisconsin avenue. He was at
work when the accident happened
His skull was fractured and he re-
ceived injuries to his body. {.
William Thompson, thirty-three
years old, 966 Florida avenue, was
operating theIdelivery motor car.
After knock down Follin the
car and injured Edward Poole, 4
Highland manor. Thompson also re-
ceived slight injuries. Coroner hewitt
will conduct an inquest oyer the
body tomorrow afternoon.
While crossing near thea intersec-
tion of Sth and G streets southeast
yesterday afternoon Frank McKen-
zie, six years old, 315 G street south
east, was knocked down by an am
balance from Walter, Reed Hospital
and injured about the head and body
He was given first aid at Casualty
Hospital and taken home.
Evening star., 1918-10-22
The, Great Tonic.

No doubt all ailing critters,
aweary of their ills, have taken
Simpsons bitters, or Popof's
purple pills, yet found their all:
ments chronic, to their intene
despair, until they tried this
tonic-the crisp October air.
I've Tapped up Johnson's sirup
of seaweed, prunes and cheese,
and it would merely stir up new
symptoms of disease the doc
tors diagnosis has often made
me snort; I've taken dope in
doses, a spoonful to a quart; I've
piled on porous plasters, I've
worn them inside out, to head off
such disasters as rheumatic and
gout. In all the drugs of heal
ing there's nothing to compare
with this, of which I'm spelling,
the crisp October air. Pm liv-
ing, at this writing, from all my
ailments free; I'm fit for fun or
fighting, or shining up a tree.
No more you see me groping in
cupboards for my pills, no more
you see me doping my works for
sundry ills, for organs dislocat-
ed, for falling of the hair; I've
been rejuvenated by crisp Oc-
tober air. I'm active, blithe and
sprightly. my gait is free and
bold; trot around as lightly as
any ten-year-old; my enemies
I've throttled, disease and pain
and care; it really should be bot
tied, this crisp October air.
Evening star., 1918-10-22
FURTHER CUT IN PAPER
USE IS NECESS|TATED
State, Municipal and Semi Official
Documents May Be Affected in
Conservation,

In view Of the paper shortage, it
is indicated by the pulp and paper
DIVISION or the War Industries Board
that the paper conservation campaign
already in operation throughout the
country probably will become SO COM
prehenslve as to include state, NIL
nicipa1 and semi-of1icial documents.
1t also has been indicated by Chair
man Donnelley of the pulp and paper
division that liberty loan commit
tees, fuel commissioners, the Ameri-
can Red Cross, the Y. NJ. c. A., the
h. of c. and other war-worbing agen-
cles would be called upon to OBJ
serve certain rules for conserving
paper.
taliment necessary, Chairman Donnel-
ley said:
In nearly every case cheaper grades
OF paper can be used when the Iitera-
ture is absolutely necessary. and
the circulation should be boiled down
NUMBER or prints required. In nearly
every case possible news print paper
was advisable, except when half
tones were used"
Ihe greatest waste of paper today
IS on the part of various organiza-
tlons and commissions. and. in view
of the present paper conditions, all
purchasing agents should keep con-
stantly in mind that a reduction in
paper consumption is necessary, and
advice should be sought regarding
the most economical method Of man.
ufacture, in order to secure the need
ed attention"
Chairman Donnel1ey expressed fav-
orao1e comment on the step recently
taken by the United States marine
publicity bureau in it's effort to effect
paper conservation.
Evening star., 1918-10-22
DOUBLE FUNERAL HELD
FOR Mr.. AND MRS. LYNN
Natives of Washington, <Residents
of Philadelphia, Died of In
huenza Here.

Double funeral services were held
yesterday afternoon at $3.50 o'clock
at the home of Mr.. and Mrs. T. r.
Murphy. 4421 9th street northwest. for
Mr.. and Mrs. P. c. Lynn, victims Of
influenza. Services were conducted
by Rev. Charles A. Shreve of McKen-
dree Methodist Episcopal Church, and
the bodies were placed in the vault
at Rock Creek cemetery for burial
later.
Mr.. and Mrs. Lynn, both natives of
Washington, but at the time of their
deaths residents of Philadelphia, were
visiting at the home Of Mrs. Lynn's
mother, Mrs. Catherine Britain, 1882
Newton street, when stricken. Mr..
Lynn died Friday afternoon and Mrs.
Lynn Sunday. The bodies were re-
moved to the home of Mrs. Murphy,
who is a sister of Mr.. Lynn, because
daughter is seriously sick with the
malady.
Two children-Jane, age eleven,
and Anna, eight, who is ill-survive
their parents. Mr.. Lynn also left a
mother. Mrs. H. P. Pulliam. and four
brothers and three sisters, Rev. w. l..
Lynn of Hagerstown. Md; NJ. E. Lynn,
q. L. Lynn dAu -. Z. T uI1ldIl, dll OIL
Washington. and Mrs. Murphy, Mrs.
]. A Widmer and Mrs. P. w. Davis,
also of Washington.
Mr.. Lynn was connected for four
teen years with the freight claim de-
partment of the Southern railway
here. In 1912 he went to Baltimore,
taking a position with the Baltimore
and Ohio. Later he went to Phila-
de!phia and Joined the staff of the
Lehigh Valley railroad. He was a
member of Harmony Lodge, No. II,
F. a. A. NJ.
Evening star., 1918-10-22
13 PAY ENVELOPES, WITH
$278.61 IN CASH, STOLEN
Rogue Rifles Desk Of Construction
Company at Navy Yard-other
Robberies reported.

Thirteen pay envelopes containing
F$27S.61 were stolen from a desk in the
Office of construction company at the
navy yard Saturday afternoon. r. S.
Mancili, 18th and D streets southeast,
told the police of the theft and explain
ed that the individual who took the
money forced open the desk to get Dos
session of it. Three dozen pencils also
were taken.
William L. Ford. Ebbitt House, re-
ported the loss of a purse containing
$21.50, two scarfpins, a watch and key
to his room in the hotel. The theft. he
said, was committed in his room last
night
Thomas Davis. 1919 C street south
west, reported the taking of his delivery
automobile from near 11th and c street
southwest.
Burglars Sunday night visited the
place of business of William Westley
Van Ness street and Pierce Mill road,
and stole property valued at $3.50. The
loot consisted of thirty fountain pens
safety razors, wrist watches and cigar
cites.
Thornton Riley, 1876 Sth street, re-
ported the theft of a bicycle from in
front of the city post office.
Evening star., 1918-10-22
ASKS SALE OF CAST-OFF
ARTICLES TO BUY W. S. S.
District Committee Makes Appeal
to Househo1ders to Empty At
tics and Cellars.
BY POP

The District war savings stamps
committee today appealed to all
Washington householders to dispose
of cast-off articles which fill attics
and cellars and to buy war savings
stamps with the proceeds.
"Old rubbers, rubber bags, tubing,
automobile tires shoes. gloves. scraps
of leather. woolen and cotton rags,
carpets and clothing, newspapers.
magazines and string should be saved
and sold instead of being consigned
to the BONFIRE" reads the appeal OF
the committee.
Proceeds from these sales should
be used for the purchase of thrift
and war savings stamps. Tinfoil, to-
bacco coupons and old gloves should
be donated to the Red Cross. Walter
Reed Hospital is in urgent need of
stout walking sticks for soldiers in
valided from overseas service"
Evening star., 1918-10-22
LIMITS FREE GAS USERS.
Fuel Administration Gives Orders
to Prevent Wasteful Practices.

The fuel administration has notified
natural gas companies of West vir-
ginia, Ohio, Pennsylvania, Kansas,
Kentucky. New York, Oklahoma, Ar
kansas. Louisiana and California
that free consumers will be limited
to 100000 cubic feet OF natural gas
per annum.
In addition, the free consumers
have been notified that the use OF
open or fsrabeaux lights is prohibited
and that all other wasteful practices
are to be eliminated:
Free consumers are those users of
natural gas who are relieved of pay
ment because of wells or pipe lines
on their property and those given
low rate or free gas as an induce
ment to locate factories in towns.
Evening star., 1918-10-22
MUTE CoNFEssEs MURDER.
Using Sign Language and Draws
Pencil Pictures to Explain Crime.

HACkENSACk. n. J.. October o.
BY means of pencil-drawn pictures
and the deaf and dumb sign language
fifteen-year-old James Thompson, a
deaf mute, has confessed to the prose
cutor here the murder of Annie Dame
man, eleven years old, in a park Sat
urday night.
When the prosecutor, through an in
terpreter of the deaf and dumb Ian.
guage, asked Thompson how he had
killed the girl, the boy traced the out.
lines of butchers cleaver. He added
that he had been prompted to the
Staying because his victim had made
faces at him and teased him regard
ing. his Affections.
The girls body was found hidden II
bushes.
Evening star., 1918-10-22
FOUR SMALL FIRES.
Fuel Sheds, Home and Auto Are
Damaged.

Fuel sheds in rear Of hve houses
on the east side Of 18th street be-
tween T and u streets were dam
aged by fire yesterday afternoon to
the amount of $3.50.
The premises of Annie Cutler, 2o34
Georgia avenue, were damaged by
fire to the extent of 500.
Boys were blamed for a fire that
occurred in the fuel shed of William
III. Hunter, 2424 Franklin street.
Langdon, yesterday afternoon.
The automobile of Frank Kirby.
Clinton, Prince Georges county, Nd.
was damaged by fire to the amount
of $500 last night. Kirby had trouble
with his car on Walker road near
the District line, and a lighted match
dropped on the road ignited gaso-
line.
Evening star., 1918-10-22
CORP. BAILEY WOUNDED.
Son of Bladensburg Judge Left
Camp Meade Last July.

HYATTSVILL4E, Md. October o.
Mrs. Alfred d. Bailey of Bladensburg,
has been wounded in action in France,
according to a letter received here.
Corp. Bailey left Camp Meade for
overseas July last The letter states
that this was the second time he had
gone over the top.
Before entering the service Corp.
Bailey was connected with the De-
partment of Agriculture. He was an
enthusiastic amateur base ball play
er.
France with the Army Medical Corps.
Evening star., 1918-10-22
MARKETING GUIDE FOR WASHINGTON
CONSUMERS

Of markets
United the uis1ce
Admnis hation
ABUNDANTGeen squah peppers caD-
base turnips,
spinach eggplant. lettuce
SITUATION.
the past
week This
pounds The Cobbers
price Of sweet potatoes "a to s55 barrel or from
13
the sweets" slightly
-
NEW PRODUCE
Among the local which
The coming Cape Cod They cost
The fair charged
both
wise stated o.
published that DAY the column they
Evening star., 1918-10-22
FIGHT FOR HOUSE SEAT.
Mr. Mudd's Friends, However, Say
He'll Win Easily.

HYATTSVILLE. Nd, October o2-
With the liberty loan campaign over.
the congressional election November
5 is now beginning to claim interest
throughout the fifth congressional
district. Representative Sydney E.
Mudd Of La Plata, Charles county,
republican, is expected by his friends
to win easily.
Supporters of his democratic op-
ponent, Frank NJ. Duval1 of Anne
Arundel county, declare that Repre-
sentative Mudd has fight on his
hands.
Evening star., 1918-10-22
North Russia Again Reorganizes.

ARCHANGEL. Friday. October Is
(by the Associated Press).-The gov
ernment in northern Russia again has
been reorganized and the supreme
power again conferred on Nicholas
Tschaikovsky. Col. Duroff will retain
his position as governor general ands
military commander in the region of
the north. The new cabinet meets
with the general approval of the al
lied Diplomatic corps here.
Evening star., 1918-10-22
New Home for U. S. Bulletin.

The committee on public informa-
tion, which occupies three buildings
on Jackson place, has rented the
fourth floor of the Continental Trust
building, 14th and H streets. as the
office of the United States Bulletin.
Evening star., 1918-10-22
MEETING Is POSTPONED.
North Capitol Lexington Citizens
Will Not Gather Tonight.

Ths October meeting of the North
Capitol and lexington Citizens Asso-
Aax3on. scheduled for tonight, has
been postponed A meeting Of the
executive committee will be held at
the home Of the president
Evening star., 1918-10-22
CITY ITEMS.
Nilsson sardines. 14e, Fish Roe. 1se,

Nilsson Safdines, 14cs Fish Roe 1Ses
cans Tomatoes. Csc; 2 cans Red Kid
ney Beans, Csc: 2 lbs. Navy Beans.
25c: lbs. Pure Pepper. $1.00: Peanut
Butter, zoe; Large Prunes. tic; pkgs.
Quaker Corn Flakes, Csc; Safety
Matches. 10c; 20 OF. Baking Powder.
17hc; Star Cocoa, 25c; Gunpowder
Tea, 69c; Perfect Blend Tea, CSC: Blue
Label Coffee. Csc. 412 4th s.e. and all
the ]. T. D. Pyles Stores.
Evening star., 1918-10-22

Flowers for Autumn Weddings.
Ask for estimates. Shaffer, 900 14th 81
Advertisement.
Evening star., 1918-10-22

Lumber, mill work and glass. Spe-
cial mill work gotten out in own mill;
large or small orders. Eisinger Bros,
6 and w NV. Phone N. 1173.
Evening star., 1918-10-22

Safe Deposit Box. &2.5O . Year.
Wash. Safe Deposit. 916-91S Pa. ave.
Evening star., 1918-10-22
spray-spray-spray.

A liberal use OF Kreto1. Americas
greatest and first cleanser-purffier. will
help to prevent infection and check the
spread Of influenza and other germ dis
eases. Your druggist has it. Buy now
and use freely. The Kretol Co. 1349 L
NV, Wash. All druggists sell Kretol
Evening star., 1918-10-22

In 1850 only one woman worked for
wages to every ten men, but just be-
fore the war the ratio reached one
woman to four men.
Evening star., 1918-10-22
COMMITTEE COMES
OUTFORFARER RAISE
But Citizens Representatives
Call for Universal
Transfers.
Statement is ISSUED

That the street railways Of the Dis
trict should be permitted to charge
five-cent fares, but at the same time
issue universal transfers. is the opinion
expressed>by the committee on public
utilities of the Federation of Citizens
Associations. of which William NICK.
Clayton is chairman.
This opinion of the committee is ex-
pressed in a report to the, federation,
following an observation of the COM
mittee of the recent hearings before
the Public Utilities Commission of the
railway companies. in support of their
contention that a straight five-cent
fare should be charged.
The report states that the evidence
and data presented by the companies
at the hearings were full and COM
plete, the statements of the officials
of both roads frank and open. no item
of information useful to the public
and the commission in the premises
being evaded or Withheld.
From hearing the case, as well as
from an independent examination and
analysis extending over Il period of
years of tt. financial records and
congressional reports of both COM
panies, l am clearly of the opinion
that the tive-cent fare asked should be
granted by the commission.
Refers to Clayton's Stae ,ment.
Attention is called TO the statement
Of Mr.. Clayton at the Senate hearing
Investigating the strike of the en-
ployes of the Washington Railway
and Electric Company-the hearings
which extended throughout May and
June. 1917-in which he said the leo-
pie want the men paid better wages,
and that better service was wanted.
'srhat while We do not complain
about the dividends paid on the stock
or the salaries paid to the officials,
we believe that after investigation
after it is disclosed that fair diyi-
dendS cannot be paid upon it's stock
end the company run at the high
stale of efficiency il shoGid lac. with
necessary service and equipment of
cstrs and proper wages PAID to men
on the rcNcnue of six tickets for Il
quarter, that then the people of The
District will be willing to pay the
straight tive-cent fare"
Mr.. Clayton says the attitude. then,
of the citizens association. as Il un-
derstand it. is their attitude to-day.
They are consistent and keep faith,
even if the companies have not al
ways done So
1t is pointed out the increase from
the Six-for-aquarter to five-cent fare
is 90 per cent increase and that the
evidence showed that rs cents out OF
every dollar of this proposed fare in
crease would go to the employees in
increased wages.
Evening star., 1918-10-22

Drass Beds RelacQuercd. Satin orBriEht
John A. Gottsmann & Co.. +. 5431.
Evening star., 1918-10-22

Beautiful Homegrown Flowers.
Gude's flowers are appropriate for all
occasions. 1914 F st.-Advertisement.
Evening star., 1918-10-22
Col. C. A. Williams Ordered Here.

Col. Charles A. Williams. United
States Army, retired. on duty at Har-
ward University, Cambridge. Mass.
has been ordered to this city to confer
with the committee on education and
special training.
Evening star., 1918-10-22

Binckistone's Magnificent Violcts.
14th and II SITS. Phone NJ. 3707-Ad-
VertiSement.
Evening star., 1918-10-22
CITY NEWS IN BRIEF.

Allen Thomas, eight years old, 1920
Pope street northeast, was bitten on
his left leg by dog belonging to Mrs.
Bruce Fowler, Kenilworth, yesterday
afternoon. He was taken to Sibley
Hospital.
Evening star., 1918-10-22

Israel Berlin. 1872 9TH street, had
an argument last night with colored
man and was struck on his head with
a cane. The painful scalp wound he
received was dressed at Emergency
Hospital. James E. Jones, who is al
legged to have dealt the blow, will be
given opportunity to explain in Po-
lice Court.
Evening star., 1918-10-22

Police of the eleventh precinct yes
terday afternoon were asked to arrest
Lorenzo Brooks, colored, fourteen
years old, reported missing from In
dustrial Home School, Blue Plains.
Frank Miller, fifty years old, another
fugitive, was reported to have left
st. Elizabeth Hospital without per-
mission.
Evening star., 1918-10-22

Rose Proctor, coIored, four years
old, was treated at Georgetown Uni
versity Hospital yesterday afternoon
for a severe scalp injury. result of a
fall on the stairs at her home, 1924
Grace street.
Grand Forks herald. [volume] (Grand Forks, N.D.) 1916-1955, 1918-01-21

Auto show Promiang-An evidence
Of the assured success Of the Auto
Show which will be held February 10,
20. 81 and % is the fact that practi-
cally all the space has already been
taken.