davidaulloa/AmericanStories huggingface dataset:
The Logan Republican. [volume] (Logan, Utah) 1902-1924, 1920-04-24
NO GREAT ACT OF HEROIsM RE
QUIRED

II some great act Of heroism was
necessary to protect q child from
Group. no mother would hesitate to
protect her offspring. but when It 10
only necessary to keep At hand bot
tie Of Chamberlain Cough Remedy
and give It a. soon a. the first indi.
cation Of Group appears. thsrs are
many who neglect t. Chamberiain's
Cough Remedy 10 within the reach
a al and 10 prompt and sffsesuai.
The Logan Republican. [volume] (Logan, Utah) 1902-1924, 1920-04-24

LEONARD WOOD REACH AUDIENCE.
speaking forced various
speaking engagements In South
bowling blizzard railroad handcar
Michigan the front with
Of the Wood National
ee the Wood campaign
The Logan Republican. [volume] (Logan, Utah) 1902-1924, 1920-04-24

enc school garden as 3 means to|
increase food production, Is adv0-
eated BY the Department Of the In
(lsrioC, IL best proved By its 1919
record. Forty-eisht million dollars
worth Of produce was grown. two
md oue-half million children en-
eiseed In the work. Every child
balists 10 cultivate one or more
tued crops, under supervision OF
tnfoen teacher. The 1890 peoduc-
k1ea promises TO BE- much larger.
~ piotares show . garden ct
Aoolsvi11es Ky. The insert - Of
pohnAy WILLIAMS Of Seattle, Wash..
WIN one Of his 1919 prtse-vtnaing
pumpklns.
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28

The above is article from knowledge, "a Journal @ ol
Information Advice and Suggestion" business and sales
problems published monthly by us. ..rr a.
Every man Mat sells anything get Kno~ldge w't6ou' 6
obligation and without charge by simply asking for it, Lab
phone, write coupon if more convenient. ~
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28

close political associate and personal
friend, Governor Allen, of Kansas, has
likewise been named as possible cab
met appointee, but Is not included in the
FIRST list for the reason that he has
Just been elected to four-year term
as the chief executive of his state.
suggested by Republicans claiming to
know what is going on, are invited to
pick their own cabinets. There Is no
copyright on the picking and there are
no restrictions on the pickers, except
that Senator Harding himself may have
something to say about the matter.
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28
Beverage Names Barred
washington, Oct. 2S.-The gov

Washington, Oct. 2S.-The govern.
ment took steps today to prohibit not
only the use of beer, ale and porter,
but the use OF the names of their widely
known synonyms. An order to federal
prohibition directors from William NJ
Williams. commissioner Of internal rev.
enue, said: ''The use Of the words
beer, ale or porter and the well.known
synonyms for the same. such az lager,
book or stout, either with or without
prefxes or suffixes, is not permissible on
labels for cereal beverages.
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28
COMPARATIVE COPY TESTS

Put selling copy into your
space and your advertisement
does all that salesman does.
1t should, while giving you
valuable publicity, pay for it
self, and Sh0s0 a profit over its
COST.
You, Mr.. Advertiser, are
compelled to pay roundly for
space, therefore you become ac-
quainted with the 0alue of
publicity.
The value of space is a mathe-
matical proposition.
Its measure, or standard, is
number Of subscribers.
Copy also has its mathe-
matical value, ascertained by
comparative tests.
If you are dependent on ad-
vertising for your business, and
if you spend $4,000 annually
for 1900 inches of space, the
copy" you put into that space
determines your gross sales.
From gross" we can easily
determine met" If net profits
are $I2, 900 annually, the copy
is worth $4,000.
If you doubt this, advertise
yhite space in your list of news
papers and see what the pub
licity given your space will be
worth.
Suppose your $4,000 is ex-
pended in group of five Phila-
delphia newspapers.
And suppose you have piece
of neso copy that you would like
to test against the old.
Continue the use Of the same
papers, but, while running the
old copy one month, alternate
the new copy the next month
Let this continue for, say, 81,
months and then you will have
tolerably accurate facts as tc
the respective merits Of copy
indicated by the rise and fall o
your gross sales.
In making this test it is no
necessary that the same copy
be run during the entire si'
months. All that is required il
that the same group Of paper
be used and the same space
! given the new copy as is givel
the old. ie t-
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28
,r the remainder Of tie Harding cabi

for the remainder Of the Harding cabi-
net:
Secretary OF the reasury--Governor
Lowden, Of Illinois War--Major Cen
eral Wood; Navy--Former Senator
Weeks, of Massachusetts; Interior
Herbert Hoover Agriculture-Scnator
Capper. of Kansas Iabor--Represen
tative Moan. Of California Attorney
Gcneral--Some well known lawyer OF
Ohio or New York Postmaster General
Harry, NJ. Daugherty. of Ohio.
These selections agree fairly we'll with
those Of other Republicans generally
''in the know" There are some who
believe that aughcrty-Harding's pre- :
convention campaign manager and his
political mentor throughout his public
career-might choose to be the Mark
Hanna or Colonel House of the Harding
administration.
Would Eliminate Wood
Other "dopesters" have him picked
for secretary of war. diScarding General
Wood on the ground that he is essen e
tally military man, and that the
appointment of an army officer to the
post of secretary Of war would violate
the spirit Of the law. which contemplatcs
civilian at the head of the big war
machine.
One or two other shifts and substtu.
tiOns are also marc here and there.
Former Senator Weeks, for example.
was chairman of the committee on
postofficps and post roads when he was
in Congress. and has a strong predilec-
ton for postal affairs. 1t is argued in
some quarters that he would be happier
as postmaster general than as sccre.
tary Of the navy. although he Is an
Annapolis graduate and admirably
equipped to direct the policies of the
naval establishment. BY shifting him
to the Postofficc Department Caugh
crty could be taken care of in The War
DEPARTMENT.
Only one department is emitted from
current discussions. That is the sec
retaryship of commerce. an important
hut none too highly regarded cabinet
post.
Hoover Might Accept
Hoover has been suggested for either
interior or commerce. No ono pro.
fesses to know whether he would take
any cabinet appointment. but it is as
sumcd he would accept the interior
portfolio if offered. as it would give
him an outlet for his constructive ener-
GIGS and inclinations.
There is doubt also as to whether
Senator Capper, who owns a string OF
news and farm papers in Kansas. would
quit the Senate for the cabinet. His
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28
HARDING FRIENDS
PICKING CABINET
Knox or Root May Be Secre-
tary OF State, With Wood
in War Post
URGE HOOVER FOR INTERIOR
Ru q Stnf Corrcspondent

Washington. Oct. 2S.-Repuhlicans
Who consider the election ot Senator
Harding n forcgonc conclusion are al
ready suggesting cabinet for him. On
The theory that "hc'll pick a good cab
met, an expression frequently applied
TO the Republican nominee. the unofficial
pickcrs arc virtually agreed on several
selections which could easily come with
In that category.
Further. assuming Harding's success.
a number OF his cabinet appointments
are said to bn virtually settled. Re
ports from Marion and other authori-
tative sources confirm this. For this
reason the discussions current In in.
formed quarters lave greater weight
than the usual sucsSes under similar
circumstance.
1t il generally assumed. for instance.
that senator Knox. OF Pennsylvania,
can he secretary OF state il he wants
the Job To accept the post in the
Harding cabinet would give him the
UNIQUE distinction OF having served. BY
regular appointment. in the cabinets of
four Republican Presidents. and tenn
porarily. for a matter Of forty eight
hours or thcrcaboutS. in the cabinet of
President Wil4ou. Such n record woulI
be unparalleled in the annals Of Ameri-
cnn Statecraft.
Knox's DISTINGUISHED Career
First, Senator Knov was attorney
general in President McEinley's cab
met. Wher Mckinley was nssassinnted
and Roosevelt entered the White House
Knox was retained in the cabinet.
Subsequently he resigned to enter the
Senate. In 1909. when Taft was
elected. he quit the Senate to again
enter the cabinet as President Taft's
secrptary Of state.
When President Wilson was inaugu
rated Knox remained at his post in the
State Department for day or two until
his successor. William Jennings Bryan
qualified by the usual process. His
friends believe he would accept the
portfolio Of state under HNrding .. a
fitting capstonc to distinguished public
career.
y Elihu Roots name also has been
suggested in connection with the State
Department post and. by general con
sent. he possesses the experience and
all the qualifications any President
could ask of the man who occupies the
highest cabinet Office. His age-hc is
over T0-is the only obstacle to APP
pointment for the next four years arc
likely To be strenuous oncs for the hcat
OF the State Department.
:, When Root was proposed for PrcSi
2 dent in the early days OF discussions o
the present presidential campaign. lonf
before. tho nomination. he protested t
Ills intirnatPs that he was too old to con
sjder it. lie. likewise. served in thu
cabinets of Presidents Mckinley an,
Roosevelt. spending ten years alto.
gether at the posts of secretary OF wa,
and state.
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28
An Unofficial Selection

IAN Ohio Republican. closely identified
with the party organization. who now
holds an appointivc post under Re
mblican patronage and who is a per
sonal friend OF Senator Harding'S. is
responsible for the following selections
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28

Put one mans copy against
the other, month by month.
Let each change copy as often
as wished. Credit or debit the
rise or fall in gross sales to or
against the man entitled to it.
This will give you a practi-
cally exact approximation of
the value of each mans copy"
Results-the faefs-are liable
to set you thinking hard.
If, for example, gross sales
double, net profits also double,
and the new copy, having in
creased profits from $4,000 TO
$24 900, would be worth $I2, 900
more to you-every year.
BY an exact comparative test
of this nature you will get an
exceedingly important sidelight
on the value of copy.
You may learn, for instance,
that 900 words by one man
are worth $I2,ooo more to you,
each year, than 10 900 words by
another.
You will learn that the copy"
that fills the space frequently
has value greater than the
space itself.
TESTING THE CIRCULAR LETTER
Facts are stubborn things; !;
they are also staggering things;
they knock out opinions like
heavyweights knock out light
weights.
The test here outlined can be
applied with equal facility to
another form Of advertising
the circular letter.
Divide a mailing list into two
equal portions.
Mail the old letter to the
first half and the new letter to
the second half.
Let each letter carry a return
postal card or coupon-the old
in white and the new in red.
The proportion of returns
will give you the basic facts
about the pulling power Of old
and new copy.
If the new letter pulls" even
s percent better than the old,
it is worth a good deal of money.
Butt as repeatedly happens,
if the old letter brings 3 percent
inquiries and the new brings 6
percent, the new is just 100
percent better than the old.
In many instances this means
an ultimate doubling up of ne'
roffs.
Many firms mail a million
letters, yearly, and many letters
produce a dollar each, gross.
Assuming net profit is 10 per-
cent, the yearly mailing would
produce 100000 clear.
A letter that" t"pulled" $ per-
cent better would be worth
5000 year more to that firm,
If it pulled" 100 percen,
better, it would be worth $780,.
900 a year more.
That such a difference in
results is entirely possible is
daily proven under such test
conditions.
= A bondhouse with a good
investment offering, and a good
list to mail to, could only pro.
cure 2 percent inquiries with
various test letters used.
Outside aid was sought and
the writer-salesman produced a
letter that ran the percentage
up to 7 percent.
In many instances the per,
centage has been forced ever
higher; how much higher We
would prefer not to say as the
relation might tax credulity.
ADVERTISING HANDIcAPS AND
ADVANTAGES
This varying power of copy
. is not as fully appreciated by
, business firms as it should be.
All other things being equal
{ a firm using 3 percent copy
pitted against another firm US
= ino & percent conv is handi
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28
ApyERrIsEMnNT

ADyERrIsEMENT
while witnessing other firms
Aourishing exceedingly.
The difference-the handicap
= the advantage = is in the
copy"
If Smith and Jones are rival
merchants, sharing the same
trade, reaping, say, IS percent
profit, and Smith invents some
thing that will enable him to
manufacture 50 percent less
than at Jones's cost, he can sell
at Jones's cost Of manufacture
and sill make rs percent profit.
So far, he has Jones at his
mercy, but if Jones, through
better selling copy, gets 100
percent advantage of Smith in
his inquiries or ultimate results,
Jones can, despite the manu-
featuring handicap, put Smith
down and out through his SELL
ing adoanfage.. ta }...
THE DECIDING FACTOR BETWEEN
SUCCESS AND FAILURE
In crisis of competition
or business depression, good
copy" has frequently meant
the difference between success
and failure, defeat and victory.
In countless instances in COM
mercial history copy" has been
responsible for the success of
one firm and the failure Of
another. .'.
Copy" is the heart and soul,
brain and body of advertising
space. Given the necessary pub
licity, the income-producing
power of space depends on the
words that 60 into it.
Everyone knows that group
of mail order" words can sell
goods or services. Therefore, an
advertisements similar group
of words-can also sell goods.
The advertisement having, like
the salesman, selling posoer is a
salesman.
Correct advertising space
filled with selling copy can sell
as a salesman sells.
If. yours doesn't, scrap il; it
lacks selling power.
Keep the space, but, kill the
copy.
And get selling Words into it
quick. .:..- "
If corn was 81 per bushel and
I had quantities stored that
could sell at 90 cents a bushel.
| would do an enormous busi.
ness if | mailed 10000 postal
cards to 100000 consumers ol
corn, which l offered them at
10 cents less than the market
price.
Yet many an advertiser send,
ing, in effect, 100000 postal
cards to 100000 consumers by
advertisements in a paper like
the New York Journal is really
offering goods below the market
price, yet fails TO get back the
cost Of the space.
| To illustrate, a concern In
the city Of Philadelphia special,
izes on coffee. By direct impor.
tations and one handling be.
tween producer and consumer
it can, and does, give the public
a 3s-cent coffee for IS cents.
Yet the responses to its ad,
vertising in three Philadelphia
papers are very, very small.
The publicity is given beyonc
a doubt; the blame rests on the
copy"
As practically every reader O.
these three newspapers (whose
combined circulation reach the
million mark) is a consumer O
coffee, the position of this adver,
tiser is in many respects similar
to the position Of the man with
corn to sell below the market
price.
A stupendous business will be
done the moment the public are
shown this fact; they will be
|
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1920-10-28

DEFORE a man can adver.
ID tise he must buy whit,
space.
This accomplished, he then
prints words in it. These words,
in advertising parlance, are
termed copy -
There are two kinds of copy
Good copy and bad copy.
The advertiser pays the news,
paper for the amount of space
he uses.
What he pays represents the
value Of the space to the news.
paper publisher.
1t does not represent the
value of the space to the adoer.
hSer.
The value of the space to the
advertiser is determined BY Mt
kind Of "eopy' he puts into ii.
There is an easy way to tel
good copy from bad copy. Coco
copy is copy that is gooc
enough to sell goods, day by
day, at a profit over its cost.
If it can't do that, it is a.
good as man who can talk
but can't sell.
COMBINE PUBLICITY WITH SALE!
Is your copy, MIR. Advertiser
tested by this standard, earn
ing its keep
If not, why do you stane
for it!
Because" you say, lit il
giving me publicity"
That's all very well, but /
the copy is any good al all i
should combine publicity will
sales.
Just as your salesman does.
He advertises your goods b,
word Of mouth, but he also sell
them.
When he draws his compensa
ton he draws a proportional
equivalent TO the sales he ha
4 made.
The publicity" he has ais
given you is "velvet."
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
HOPKINSvILLE TOBAC-
CO SEASON DELAYED
Weather Conditions Cause Post-po
ing Of Opening Sale.

Hopkinsville KY. Dec. 1.-The
continued dry weather has caused
the opening sale of tobacco on the
Hopkinsville market. which had been
announced for December Z. to be
postponed until conditions are better.
Interest is very keen for the mar
ket to open. for until it does there
will be no definite line of prices. Not
only the farmers and tobacco dealers.
but the business people as well, are
anxious to see what tobacco is going
to do this year.
1t is generally conceded that prices
will show heavy decline from last
seasons top, and many fears are ex-
pressed as to just how much this de-
cline will be- But dealers, while they
will not name definite figures. insist
that tobacco of quality will sell we'll
The trouble about this is that reports
indicate the present crop is poor one
in quality. for much of the tobacco
was injured by black fire while lots
of it was cut green to save it either
from the black fire or from frost.
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
IT ISN'T FAIR
THAT'S ALL!
To Your Family-To Your
Friends-To Yourself-Go-
ing Around Half Sick.
TAKE CARE OF YOUR HEALTH
If. Your Blood Is Weak and
Clogged With Poisons, Pep
to-Mangan Will Strengthen
And Purify 1t.

When you get over-tired day after
day. your system has to get rid of so
much waste it can't create new energy
fast enough. The result is that your
blood is filled with waste matter 1t
becomes clogged. You are trying to
get around with a lot of poison in
your system.
You look bad you feel poorly. You
get out of patience easily. Ambition
is lost You just don't care about any
thing.
That is no way to live. Your blood
needs help for a time. 1t is starved.
You will find help in that fine tonic
Pepto- Mangan Pepto-M angan puri-
hes the blood and fills it with red
corpuscles. In little while you'll have
plenty of rich, red blood and you
won't know yourself. 1t isn't magic
medicine. 1t contains iron and other
ingredients that feed starved blood
and make it rich and red Physicians
have prescribed PeptoM angan for
years
Pepto- Mangan is sold in liquid and
tablet form Take either kind you
prefer. One acts the same as the
other Both contain the same ingred-
tents. But be sure to get the genuine
Pepto- Mangan-"Gude's" The full
name, Guides Pepto Mangan,"
should be on the package.-Advertise-
ment
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
DR.. Beard Located in Ohio

]. ID. Babbage, Esq. Cloverport,
Ky. Dear Uncle John: Some months
past on meeting you in Hardinsburg.
| asked you to discontinue The
Breckenridge News at present ad-
dress until | notified you where to
send it. | am now located in Youngs-
town and will ask that you forward
paper to my address here If my
subscribed has expired, kindly notify
me and | will remit without delay.
Will appreciate copies for two past
weeks issue.
With kind regards to you and
yours. and hoping that the News may
continue to prosper as an instrument
for good and the betterment of the
welfare of old Breckenridge and as
surfing you that it is Away welcome
to those who proudly claim
it as home. | am very truly. Harold ].
Beard. NJ d. 512-517 Dollar Bank
Building. Youngstown. Ohio.
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
LARGEST TAX COL
LECTION EVER
Internal Revenue Bureau
Collects SIS, 407 ,580,251. To-
bacco Tax Largest.

Washington. Dec. 1.-The collection
of $5,4O7. 5SO.251 in taxes was made by
the internal revenue bureau the
last fiscal year. Commissioner William
said in his annual report, made public
tonight. The tax collection is the
greatest in the history of the nation.
The total income and profits taxes
made up the bulk of the revenue
obtained by the government with
$3.956, $4,000
Tobacco taxes totaled $295, SO9,355.
The levy on distilled and fermented
liquors produced $139,4O1, 149, and
miscellaneous and war excise taxes
brought $3.50 s63,s71 The remainder
of the revenue was from capital stock
stamp and special taxation.
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
MAKING PEARLS FROM FISH
NEW DOMESTIC INDUSTRY

Estab1ishment OF a new eastern
factory with $4,000 So. it. of floor
space, for the manufacture of arti-
fetal pearls from 6sh-scale essence,
marks the beginning of new Amer
lean industry, formerly dependent on
imports from France. Germany, and
Italy asserts Popular Mechanics
Magazine for December. The COM
mon herring is the base of supply for
the irridescent material used, and re-
moving il is an arduous task because
each scale, taken only from certain
parts of the fish, yield but tiny speck
of luster.
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
ROCKEFELLER FOUNDATION
AIDS CANADIAN SCHOOLS

New York-The Rockefeller Foun-
dation tonight announced the prelim-
mary apportionment of $3,OOO,OOO in
aid of medical education in Canada
out of the $5.OOO.OOO previously set
aside for the purpose.
The appropriations now made are
of two classes; first, contributions to-
ward increasing the permanent re-
sources in buildings and endowment
of schools already well established;
second, contributions to annual in
come of institutions which are under
going reorganiZations
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
BISMARK, PA, RENAMED
FOR QUENTIN ROOSEVELT

Unusual tribute was paid to an
American fighting man when the
town of Bismark. Pa. recently chang
ed its name to Quentin, thus combin-
ing honor to the son Theodore
Roosevelt lost in battle, and escape
from an older cognomen of harsh
memory. states an article in the Dec
ember Popular Mechanics Magazine
A patriotic society of the state has
erected tablet concentrating the
event, on which is quoted the great
great Americans famous creed of life
and death. beginning "Only those are
fit to live who do not fear to die"
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
Gets The News 8 Months

Mr.. J. d. Babbage, Cloverport, KY
Dear Sir: Enclosed you will find
check for S15O for which you will
please send me The Breckenridge
News. Most respectfully, ]. w. Miller,
Washington Springs, South Dakota,
r. F. ID. 5.
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
At St. Mary's College

Breckenridge Publishing Co, Clov
export, Ky Dear Sir: Enclosed you
will find $1.OO for which you will
please send me The Breckenridge
News for six months. Yours truly,
Frank Jarboe, St. Mary's College. St.
Mary. Ky.
The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1920-12-08
LETTERS WE
APPRECIATE
Former Cloverporter

Mr.. Babbage Dear Sir: Enclosed
you will find money order for S.
for which send me The Breckenridge
News another year. Please send me
this weeks copy as ! do not want to
miss a copy. as | love to hear from
home. Yours respectfully. Mrs. Alvin
Pate, ao13 Nevada St, Evansville
Ind