Middlebury register. (Middlebury, Vt.) 1886-1937, 1918-02-01
WITH REGISTER
ADVERTISERS
New Idea in Business Coop
Grafton
Occasional Review OF Mutual Benefit
to Our Patrons and Their
Customers,


liberated over the best possible man
ner in which it could cooperate with
our numerous advertising patrons, and
it believes it has struck on happy
idea, which it will inaugurate with this
issue and strive TO maintain IN the
mutual interest OF our patrons and
their customers,
Along with other improvements,
which we are striving to make in our
paper, one will be more attractive and
more informative advertising, There
is no question that with proper atten-
| ton on our part and on that OF our
advertisers, a lvelier interest in bust
ness offerings may be generated
In appreciation OF certain advertiS-
I ing patronage, we have often been
tempted to trespass upon our news
columns with some semi-advertsng
comments; but having very strict
conscience as to what should be prop
crly classified as news, wc have been
forced to make a very sharp discrimin-
alton. Our news columns will as always
be confined as heretofore to what from
an editorial view point is strictly legiu-
mate Addison County news, but this
column which we are inaugurating this
week will be one of acknowledged bust
ness policy. 1t will provide an outlet
for the many and well deserved things
which The Register can from time to
time say of its advertising patrons,
1t will not only be in their interest
and ours but we shall endeavor to
make our comments of certain init
mate and informing nature, that will
make good reading generally for those
who would keep in touch with their
work and ours.
The Register stands for home trade"
and hopes TO encourage some who now
regard the point lightly to a fuller
realization of how much it means to
the community to support our local
business enterprises; and how much
it means to those enterprises themSel-
yes il they can maintain themselves
at high standard of service, 1t
naturally follows that such high
standard, either in their case or ours
is possible only through hearty sup
port, and such support should only
be withdrawn when it is seen that
every reasonable effort is not being
made to deserve it.
Manager Peck of the local opera
house is being hard hit by the war
regulations, and is reducing his per
formances to three nights weekly, but
in doing so, he is endeavoring to main
t,,, 4 Ia. If
This matter of selection Of films we
can imagine is no less difficult than
selecting news features for our paper,
and we know from Mr. Peck's enthuSi-
assn for the work that he is doing all
he can to give Mddlebury the best he
can afford in the way of popular en-
tertainment He is 50 gratifed at his
success in procuring some of the star
films that he has proposed this week
to run a special advertisement telling
in detail some of the interesting things
of the forthcoming film. These will be
found from time to time on various
pages of The Register, and will serve
to keep the film lovers in closer touch
with the pictures he offers.
. = - e -
Winter isn't half over yet, and the
opportunity that is still offered for
good fun out of doors is CoinCident
with an announcement by J. II, Stew
art that his line of sledS, skis, skates
and other outdoor sporting equipment
may he had at % per cent off In view
of the many years use one may get
from a good pair of skates, sled or
skis, and considering the prospect that
they will be much higher in price next
winter, it looks like a good opportu-
nifty for those who like these sports.
:; = :;
The Middlebury Electric Company
last week did its bit toward the X of c
drive by devoting its large advertise
ment wholly to this worthy cause.
Any visitor to the electric plant will
find that the Company is enthusiastic,
not only over helping the soldier boys,
but in giving Middlebury better
electric service The new big water
wheel, which arrived some time ago
has been installed and it is expected
that it will be a big contribution
toward a perfect service,
= = :
Lucky Strike" would seem to be too
well known to need advertising among
those who know tobacco, but The
American Tobacco Company realizing
that even a famous product must be
kept in public view, is starting in The
Register next week a long campaign of
advertising the Lucky Strike" ciga
rettes This tobacco is being put up
in special boxes for the soldiers, which
we have seen on display at some of
the local stores, in very inviting form
for easy mailing. 1t is a safe guess
that there is nothing that the average
man in camp would appreciate more
than Lucky Strike in any form. 1t
is so well known a brand that it is GER
tain to be welcomed
- - -
c. e. Marshall has made good use
of his advertising space in The Regis
ter for the past few weeks by hitting
two nails on their heads With the be /
ginning of the year, he made a special 7
ty of the Line a Day Diary, which is
one of the most popular and conven-
lent ways of keeping tab on events. ;