davidaulloa/AmericanStories huggingface dataset:
Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1921-08-25

/ standard from which the values OF
! other media are computed.
! the test of advertising values lies
in this simple proposition: How
buyers of my goods can l reach per
unit of cost?
Let me illustrate; Your home pa
per has, say, 1000 subscribers.
Figure that three persons read each
paper. That makes 3 900 readers,
A four inch ad costs you, say, one
dollar Divide and you find that you
are reaching 80 persons for each
cent of cost. Take the same 1000
persons. Suppose you send them Il
circular letter and that each reaches
three readers. If you put a one
cent stamp on it you might better
not send it. These 1000 lettes will
cost you oughly, $40 for letterheads,
envelopes and printing, plus $40 for
postage-total $50. Divide and you
find that you are paying one cent for
each person you reach.
Now there are other considera-
tions, of course, such as the number
of persons who will read the one or
the other, but generally speaking
they will not substantially alter the
percentage. There are cases in
which no doubt Letter would have
superior advertising value and I am
not trying to belittle that or kindred
methods of direct advertising The
point | seek to emphasize is that
take ii by and large home newspa-
per advertising returns the largest
dividends.
When business men learn to look
upon their advertising in the same
lights as they look on other invest
ments vast amount of money that
is now spent on advertising schemes
of transient and irresponsible char
acter and usually goes out of town
will be invested in space in the local
and utilized to build bust
ness, produce profits and contribute
to the welfare of the community.
| repeat then, that you should use
the columns of your local newspaper
because it is the best medium for |
reaching the general public.
Keeps the Money at Home.
To that I would add this assertion, |
That the best weapon in combating |
your most dangerous competitor and |
the most insidious enemy of your
towns prosperity the mail order |
house, is home paper advertising.
| am not going into detail, but will |
merely quote recent utterance by
the advertising manager of one of |
the largest mail order concerns in !
the country. He said:
I'VE have bureau whose dutyit |
is to read each week the country
Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1921-08-25

give you a mighty good clue to the
kind of a man he is. So with the
newspaper. 1t gives a mighty good
clue to the kind OF town it is pub
ished in.
The outsider gauges the character
Of a town BY the character of its
aewspap per. Iio estimates its ACTIVE
~ in a business way by the adVer-
Using il CARRIES. IL he sees a paper
full of snaDpy advertising he says
there is " le-awake town.
ar BEFORE the Horse.
There is many a town in which the
business men are contributing to
public improvements with the laud-
able idea of making the town attrac-
tive where it would be a better in
Vestment to put the money into adj
vertising in their home paper. The
newspaper is the principal advertise
ment. The town that puts in orna-
street lights before it sup
yorts a newspaper that is a credit to
it, it is putting the cart before the
horse.
In the third place, the newspaper
by its very nature is the best booster
in and for the community. Whether
il wants to or not it has to be an up
ward looking, optimistic, enthusiasts
tic institution. 1t must be a cham
pion of progress or it cannot live.
And by its very nature it is a con-
structive force. 1t is the one agen-
cy that keeps the public informed as
to what is going on. 1t is the one
means the people have
Of exchanging ideas on matters of
public interest. 1t is the chief
spokesman of and for the commu
nifty.
But the newspaper cannot proper
y represent the interests of the
own unless the interests of the town
N properly represented in its adj
columns That is not
charity proposition. 1t is plain bust
less.
These are a few arguments from a
broad community standpoint. Now
low about advertising in your local
from a purely selfish
business point of view?
The Rest Investment.
You should use your local news
paper because, speaking broadly, it
S the best medium for reaching the
people and gives you larger returns
or the same expenditure than any
)ther medium. When you buy space
n it you invest in advertising, you
10 not spend the money for it. The
newspaper is to advertising what
gold is to our monetary system,
What the pound sterling has been
Until lately in world finance -
Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1921-08-25

Make 1t snappy, interesting, season
able And bear this in mind, just
rs town is judged by its newspa-
,eT, so is a business house judged
by its advertising. II you need
proof OF that, look over a newspaper
tom another town, study the adver-
Using it carries and then note your
IMPRESSIONS of the various firms
represented.
Advertising is News.
Advertising nowadays is news, and
in these days of high living costs It
MS news in which the public is in
tensely interested. The people want
to read your ads-make no mista Ike
about that. They are looking for
the best goods at the lawest prices.
They are possessed of the desire for
things, necessities and luxuries, and
are ready to jump at a chance 10
crafty it.
| repeat-the. people want to read
our ads. If your ads are worth
reading and you keep hammering
away the people will come to look
Tor your advertising every week just
as eagerly as they look for the weeks
instrument of a continued story.
And when the people are reading
your ads they are coming to your
store-and your advertising has
done its part.
Tell the Truth.
But your task is not complete yet.
At this point comes in another fund
principle of productive ad-
yertising You must have the goods
to back up your statements. You
must be prepared to make good on
every assertion, every claim, you
have put forth in your advertising.
Better never advertise at all than
to advertise untruthfully
1t was not so many years ago that
was synonymous with
deception and the public accepted it
as such. There was no check of any
kind on dishonest advertising. The
law did not touch it, The publish
err did not refuse it. The honest ad-
vertiser was unable to compete with
it because the people, as the greatest
Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1921-08-25
Team Work in
Your Town
MERCHANT AND PUBLISHER
MUST COOPERATE FOR
MUTUAL BENEFIT.
Home Newspaper Advertising
Diyidend-Paying investment,
says w. w. Gail, Billings
Advertising Specialist.

Tow business man and publisher
IN the small town can cooperate t
their mutual advantage and to the
benefit of the community wos force
fully pointed out in a recent address
before newspaper publishers and
business men by w. W. Gail adver-
Using specialist Of Billings and for
mcrly elitor of the Billings Gazette.
"Team-work in Your Town." was
the title Of his talk and he declared
that advertising in the home news
paper is the best investment the mer-
chant can make He pointed out that
support on ;ae broad community
while the newspaper has a claim to
stndpoint nevertheless the publisher
hos a commodity of value to sell and
must treat it as such. He urged
standa cdi2ation of rates by the small
town papers based on circulation
and uniform as to classifications
The local merchant he declared,
VIII get a double run for his money
ii he advertises nationally adver
tised articles in his home paper and
said that the publisher who urged
aud aided the business man to do
tlis was doing a philanthropic act
Alr. Gail said in part:
Advertising is one of the greatest
industries in the world. And when
you advertise you do not spend mon
ey for advertising, but invest mon
ey in advertising. If you spend
money for it, it isn't advertising
For real advertising is an invest
ment. 1t pays dividends.
Tho nhaCn NJ od ;oI,
i of particular interest to you, nat
urally is that which relates to the
small community and to your own
individual problems as publishers
and business men mutually interest
ed in its advancement. So | have
taken for my subject, Teamwork in
Your Town. in the hope that what
/ say may have at least some meas
ure of interest and value to you.
In discussing the subject | shall
address myselg to the business man
first and | shall start with this prop
osition:
You should support your home
paper with liberal advertising pat
ronage.
Now let us see why:
Newspaper is Indispensable.
In the first place, the newspaper
is Indispensable. A town without
newspaper is like home without a
mother A live newspaper is the
greatest singlt constructive force in
the community. The newspaper,
though privately owned as a rule, is
2 quasi-public institution That is
the basic principle on which it is en-
titled to your support
In the second place, the newspa-
per is to town what the advance
agent is to a theatrical attraction,
what window display is to store,
what his wife's clothes are to a man.
They don't make him-they are
more likely to break him. But they
Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1921-08-25

advertiser of that era Observed. lik-
ed to b humbugged.
But times have charged. Although
such advertising is s1ll to be seen
and often in small town newspa-
pers-the keynote of successful adj
yertising today is truthfulness.
You have first claim on the pat
Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1921-08-25

ronage Of the people Of your com
munity. Most OF them know that
YOU, like the newspaper are entitled
10 gupport on the broad principle OF
community cooperation. Most OF
them realize that when they buy Ci
Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1921-08-25
AUTOMO7IVE REPAIR SHOP
Bennett Block

We rebore cylinders, all sizes, from
SIS to in. Repair loose wheels,
Auto Top work and general over
hauling.
Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1921-08-25

Continued on Page A.
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19
GOLFERS TO MEET
IN St. LOUIS, MO.

TBv Associated Press to The Banner,
ST. LOUIS, Mo, April 1S-Players
new to the course will encounter one
of the most difficult links in the coun.
try when the National Amateur Cham
pionship opens at the st. Louis Coun-
try Club, in September, in the opin.
ion OF local golfers.
Changes in construction recently
strated will "sew up" every green, so
that roll-ups are practically impossi.
BILE, forcing the contestants to drop
onto the respective greens, and with
a minimum roll.
All but. three of the holes will be
affected, and 1t Is expected tho new
penalties will make the course prob
ably four or five strokes more diff.
cult than formerly.
Additional traps and tees are being
bpiit throughout uequirtlng greater
accuracy and distances.
Extensive preparations are being
made for the national event by the
local club. An expert greens keeper
has been engaged, and assistance has
also been obtained from n prominent
golf.architect and two experts from
the United States Department Of Ag.
riculture.
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19
BASEBALL PRACTICE
STARTS At PARK

Starting this afternoon at 4 o'clock,
baseball practice will be held every
evening at the local Atheletic park
for the contenders of the Mt. Vernon
baseball team, under charge OF Man
ager Dale Barre. On account of the
heavy rains OF late, no practice was
held Sunday afternoon, although a few
of the prospects weathereed the
storm and were at the park at the
appointed time.
Manager Barre stated that he thinks
he has better mtaerial for this years
team than any seen in Mt. Vernon for
some time. Quite number of play
ers, both old timers and new ones,
are expected to. be present for to-
nights practice.
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19
PLAN TO INCREASE
POTATO ACREAGE
INV Associated Press to The Rannerl

(Bv Associated Press to The Bannerl
COLUMBUS, o., April IS "A well
defined movement among agricultur-
al educators, the Ohio State Farm Bu-
reau, and others interested in agrar-
ian pursuits in the state, to increase
Ohio's potato acreage has developed
in the last few months. A note Of
warning that the decrease in potato
acreage has been alarming is sound
ed.
The per capita production Of pota-
toes in Ohio now is less than two
bushels. Fifty years ago., it was
around three bushels. While the pop
ulation has increased, production has
Jagged behind, it is pointed out.
Estimates that the decrease in the
amount Of potatoes raised in the state
have been placed as high as 40 per
cent. More than half of the potatoes
consumed in the state, especially In
the cities and towns, have been
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19
UNIVERSITY TO HAVE
BOXING TOURNAMENT

(By Associated Press 20 The BannerJ
EVANSTON, ILL.,, April IS = North.
western University will stage its an.
nual boxing tournament shortly after
the spring vacation. it was announced
by DR.. Eana Evans. director of ath-
letics.
"The majority of the men out for
boxing this year are freshmen and
sophomores," DR.. Evans said. "This
means that If the conference decides
to have intercollegiate boxing next
year Northwestern will be represent
cd by experienced men,
THE coach is Dan Hagin, who won
the heavyweight championship at
Great Lakes Naval Training Station
in 1917"
Among those in training and who
are expected to make a good showing
at the tournament are the following:
Hathaway, present 15S pound title.
holder; Bieschke, present IT'S pound
champion; Hurt, l15 pound champion; !;
Bishop, Granger, Dempsey, Lutrell,
Clausen, Burkhart, Bonness, and
Head.
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19

Mrs. Robert McManis and daughter
Miriam, of Akron, left for their home
Sunday afternoon after visit with
friends in this city.
Mrs. Lee Dollinger Of Sidney, Ohio
arrived in the city Saturday evening
called here by the death of her faith.
er, Benjamin Ferguson.
Mr.. A. ]. Banes Of Coshocton spent
Monday here on business.
MIR. John White OF Detroit, Mich, is
the guest of relatives in Gambler.
Mr.. II. M. Stedman of Fort Thomas
KY, is the guest Of friends at Ken.
yon college for several days.
Mrs. Earl Randor Of Cleveland Is
spending several days with relatives
In Gambler.
Miss Ellen Boyd of Middletown is
the guest Of Gambler friends.
Mr.. J. c. Postle of Cleveland is the
guest OF relatives in Gambler for q
week.
DR.. and Mrs. Edward M. Clark of
Hot Springs, S. d., Mr.. Frank Clark
of Akron, Mrs Percy Greer of Canton
and Mr.. and Mrs. d. A. Mullin CT Ak
ron returned to their homes Monday
after attending the funeral of Mrs.
Utica Clark in this city Saturday.
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19
GREATER ACTIVITY
TO ENFORCE LAW

Thy Associated Press to The Banner1
COLUMBUS, o., April 1S-A dis.
tinctly greater effort on the part of
city authorities for enforcement of
the prohibition laws" was manifested
last week. It is asserted in q state.
ment today by State Prohibition Com.
missioner Parker. This has resulted,
he said, in corresponding decrease
in "promiscuous and open selling Of
intoxicating liquors"
Forty.eight persons were arrested
last week for alleged violation of the
Crabbe Act, according to the state
iment. Thirty.two Of these cases were
turned over to local authorities for
prosecution, resulting in IL convic-
tions in as many cases, with the 9TH
er 20 still pending.
In addition. the statement said, II
other prosecutions are to be brought.
A veiled warning that county prose-
cutors and sheriffs in many counties
better bestlr themselves more in pro
hibition law enforcement was con.
tanned in the statement.
The suggestion was made in connec-
ton, that state prohibition officials
during the week carried their work
into twelve more cities making to-
tai Of 81 inspected by them since the
establishment Of the state prohibition
bureau last month.
Mr.. Parker declared that while
many prosecutors and sheriff's are
handicapped by lack of funds, they
might obtain better results If "they
impressed upon county commission
ers the urgency Of providing money
for this purpose"
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19

brought in from other states, 1t is as
serted.
High freight rates, with resultant
discoura cement to out-of-the.state
growers to ship potatoes in, are
among the principal reasons while
Ohio growers are pushing such cam
paign now.
Steps towards the formation of a
potato growers association in the
northeastern part of the state, recent.
ly we're taken at meeting at Cleve-
land. 1t will be called the Northern
Ohio Potato Growers Association, and
will be affiliated with the farm bu
reau in each county.
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19
LOCAL NEWS
rsxl .ervle.. Phon. s,s. ). Cole. tt

Taxi service. Phone 315. }. Cole. Il
Mr.. Fl. T. Welsh of Columbus spent
Monday in the city on business.
Mr.. Harold Moushey spent Satur-
day in Columbus on business.
Pictorial Review summer quarterly
now on sale. Dowds Dry Goods Co.
xiS 40
Miss Sara Simmonds was a week
end guest of Columbus friends.
Miss Mary Rogers of Columbus
spent the week end here with rela-
tives and friends.
Groceries and medicine delivered
FREQ to any part of the city. Phone n.
Fox & Steinhof. MWF II
Miss Florence needy OF Frederick.
town spent Monday In the city.
Mrs. John Bateman OF Gambler
spent Saturday in this city.
Buy your cold storage now, while
our stock OF sizes IL complete. Max
Meyers Stove store, sol West Gam.
bier street. x1S
Mr.. Robert Il. Rowland returned
to Chicago this afternoon after spend.
ing q week with friends in Mt. Ver.
non.
Mr.. Ralph Hedges spent the week
end In Ankenytown with friends.
Mr.. and Mrs. S. j. Eyerly Of Dayton
arc the guests OF Mr.. and Mrs. II. j
Everly of this city for two weeks.
r. c. Mitchell, notary public, phone
G57 black. x2;
Mr. Barton w. Blair was bushes.
visitor in Columbus today.
Mr. and Mrs C. V. Trott OF Colum
bus spent the weekend with Mt. Yer
non relatives.
Or. o. r. Banbury. ohiropractor
DanvIlie. o. Hours 10 to t2 a. M, 2 tc
and Ito 8 p. m. except Mondays
Others by appointment. M x.
Miss Ethyl Courtright returned t
Coshocton Monday after short vlsi
with Miss May c. Gorsuch.
Mr.. George Zellers OF Utica was Wis
tied Sunday by Mr.. and Mrs. Arthu
J. Hanicq OF this city
Mr., and Mrs. Encil Slieger OF Co
lumbus spent the weekend with Mr.
and Mrs. Lon Robinson of this city.
Ask us for cheese when you wan
the best grade. c. NJ. iSiegfrled
phone l07. MWF I
Mr.. NJ. II. Cash OF 0. S. u, Colum
bus, was the week end guest OF Mis-
Josephine Ritchie. Newark road
Miss Geneva Elder returned t,
Cleveland Sunday after spending
week with her parents near Danville
Mr. Donald Miller OF Springfield
spent the weekend In this city wit
friends
For roofing, spoutlno and genera
repair work, call n. W. Anderson, 20
West Vine street. phone 332 green.
II T't
Mr.. and Mrs. A. ]. Henley arrive
Saturday at their home in this cit
after attending the funeral of NJ,
Henley's brother, Louis Henley, q
Toledo Mrs. Peter Allerding OF thi
city also attended the funeral.
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19
Sleepjno Sjckness.

Medical experts disagree In their
conclusions rs 10 the exact nature Of
sleeping sickness. Some forms OF
sleeping sickness are not unlike
brain fever, while Others indicate
symptoms much similar to spinal
meningitis. Physicians advise caution
against undue exposure to the disease
until more exact knowledge Of its
cause 10 ascertained.
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19
TAXI TAXI TAXI

InOne lUOO. N. II. NuBent. XZ3
Mrs. Craig IGrover Of Firderick-
town was the guest of Mrs. Raymond
Oborne, Sunday.
Mrs. Lawrence Kile of Brecken-
ridge, Texas, is visiting her mother,
Mrs. Lillian Riley, TOT West Gambler
street
All varieties Of baby chicks at Jack.
sons Hatchery. Phone 1106. II
Mr.. Charles L. Stevens, who has
, been spending several days in Mt.
Vernon with relatives and friends left
Sunday afternoon for his home In
Chicago
Miss Edith McCalla spent the week
end in Columbus with friends and rel.
atives.
Mr.. George Knecht went to Dayton
this afternoon where he will attend
a meeting of the National Contractors
and Dealers Tuesday and Wednesday.
How can you expect people to know
that you are in business unless you
|
advertise! II
Mr.. Ray Rhodes went to Ashland,
Ky, Sunday where he has accepted a
position with TIE Miller Undertaking
Co.
Mr.. Clarence Darling, has resigned
his position with the Hedges groc-
cry, this city. and accepted posi-.
tion as travelling salesman for the
Armour Co.
Drugs and medicine at old prices
Free delivery. Phone n. Fox Il
Steinhoff. MWF II
County Recorder j, A. Reed Jr. and
Mrs, Reed spent the weekend In
Brown township with MIR. Reeds par.
ents, Mr., and Mrs. j. j. Reed
Mrs. Bert White of West Chestnut
street has entered st. L.uke's hospit
al, Cleveland, for special treatment
l am now cleaning and reblocking
Panama or straw hats. Bring your old
f. one in and have It look like new. The
Mecca, corner High and Mulberry.
ThM If IT,
Miss Eleanor McManis and Mr.
Robert Lee spent the weekend IN
Mansfield, the guests OF Miss Carolyr
Klein.
Mr., Joseph Heane is seriously III
at his home on East Hamtramcl
street. Mrs. Elizabeth Beane. hi
wife. died Saturday.
| Five years with the Singer Sewing
Machine Co. now have bought new
machine and will do hemstitching, pi
coting and plating for the public Al
lOGla West High street, first foo
over the Singer store. Work guaran
teed, Phone 2ll blue. Mrs. w. II
Mullenix. X2,
Mrs. Richard West and Miss Ell,
baldwin returned Sunday from Cleye
land, where they attended the funera
of Mrs, Vests brother. the late liar
ry NJ. Green,
Rev. $. l., Stewart of Mansfield
district superintendent of the Mans
field district, NJ. E. church. was II
Mt. Vernon today.
: Miss Frances Benedict spent th
weekend with her parents In Della
> ware.
Mr. and Mrs. G.. +. Colville left MI
: Vernon this morning starting on thei
! trip to Europe. They so first /
Washington and thence to Philadelpi
Ia where they sail for Liverpool, I'm.
They will be accompanied by the Re,
and Mrs. Il, S. Lindsey. of lronton.
Misses Phyllis Marks and Mar
Brandon OF Mansfield were week.en
guests of Miss Vida Rinehart. Il
city
Mr. c. II McC.elland of Bang
spent Saturday in this city.
Mrs. c. S. Warman and dauahtc
OF Bangs, were visitors In Mt. Ve
non Saturday.
u Mrs. Z. L. McManls Of Akron au
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19

ATTENTION, PouLrRYMEN!


!. This week presents = real op. +
!. portunlty to dispose Of your i
I. heavy hens at an advanced j
!. price, 3oc per pound. +
I. Owing to the Jewish holidays i
I. next week, we have heavy de- i
I. mand for good fat hens and can i
/. use all we can get up to Thurs. i
!. day evening, April e.. i
+ Poultry prices will probably i
!. be 10c to Tee per pound lower +
I. In the near future, as the prices !
!. are too high when compared i
I. with other meat products. i
+ II. v. SHOOTS. !
+ + f. + 1. !. + + T. + !. r. !
The Democratic banner. (Mt. Vernon, Ohio) 1898-192?, 1921-04-19
ADMINISTRATORS NOTICE

The State of Ohio, Knox County, IS.
In the Probate Court.
Notice is hereby given that w. b.
shipley of Fredericktown, Ohio. has
been appointed and qualified Admin
istrator OF the estate of Sarah j. Ship
ley, late of Knox county, Ohio, de-
ceased.
L. JAY DUKE,
Probate Judge OF Knox County, Ohio.
April 9, 1921. 4-4,ll,iS