davidaulloa/AmericanStories huggingface dataset:
Every evening, Wilmington daily commercial., 1922-04-17
TALKS ON NEWSPAPER ADVERTISING
BY Truman A. DE Wees, Buffalo. ".

tslng. In other words, YOU buy
news interest; editorial influence.
Salesmanshlp, dealer co-opera-
ton. entrance into the family
circle IN an intimate Way-things
you cannot get from the bill
board or the street car card, or
the side Of a barn. II the man
VINO puts your message on a bill
board could surround il each
day with the live news Of the
world and could guarantee the
circulation he would begin 10
approximate the advertising value
OF the newspaper but even then
II would lack that intimate re-
latlonShip TO the inner circle OF
the home which the newspaper
has established and the value of
which can hardly be measured in
money.
The man who starts out to sell
Space IN a newspaper, and moth
ing else, will not get very far.
The up-to-date advertising man
ager for a merchant or manu-
facturer IS not buying Space.
He IS buying SaIesmanship-
and he wants TO know lust Wha,
a newspaper can do for him in
the way Of getting his message
across 10 the right Kind Of people,
and whether it has enough in
tluence to get attention and con
fIdence, and enough standing 10
get dealer cooperation.
Anybody who has money
enough can buy Space. But the
Space IS not Advertising unless
filled with a message that is
vivid and vibrant with human
interest and unless il gets init
mate contact in the home With
possible purchasers. II YOU are
IN a newspaper your advertising
should not only have news
value, but it shouldAave time
illness that appeaIS to human
interest. 1t should be as in
teresting and instructive to read
ers as any editorial or news story
in the paper. If it isn't how are
you going TO attract the atten.
tion Of readers II YOU are ad
Vertislng in newspaper that
! enjoys tie confidence Of its read
ers you must not fail to take fth
advantage Of that relation BY
gradually approprlatlng the gooc
will and confidence Of the paper
through honest advertising and
honest merchandising.
Every evening, Wilmington daily commercial., 1922-04-17
'SESQUr PLANSI
! ARE NOW TAKING FORM
Exhibition, In 1926, Expected
to Visualize Worlds Prog
press Along Al Lines.

Philadelphia. Pa. April 15.--With
the selection Of tho Fairmount PARK
slte md the special message Of Pregi-
dent Harding urging Congrens 10 give
its official sanction, the sosaui-cen-
tennial Exhibition IN celebration 81
the f50th anniversary OF tho signing
of the Declaration 81 Independence 20
be held here in 1920 IL beginning 70
take definite form.
Tho local organization. which has
The enterprise IN charge. n made up u
the most prominent and influential
citizens Of Philadelphia. with Mayor
y. Hampton Moore as president. and
Alba B. johnson, former head Of the
BALDWIN Locomotive Works. az vice
president, There alno is an executive
COMMITTEES ~ xix members and n board
Of 2s directors,
Philadelphia officially has pledged
financial support in tho sum of 5000
BOO and has made an initial appropria-
ton Of 10000. and the legislature ~
ponnsyIvania has created state com
mission looking towards the epariici-
patton Of the commonwealth Ksnsss >
aud New Jersey already have taken
legislative action indorslng and prom
lsinR 70 take part IN the exposition.
Every evening, Wilmington daily commercial., 1922-04-17

showed they giye rich promise OF
BEAUTIFUL visions In a fsw weeks. Mag
nolin trees IN the park faclnK tho
mansion arc just opening to the April
sun. and In day or two Will be at
their best point Of development. Bomn
OF tho earlier plants nrs showing the
Impulse Of spring and IN two or three
weeks moro tho garden will equal In
the beauty OF its colorful Offering that
OF tho Exhibition Hall.
The public roads wero packed for
long distances with automobiles. on
both sides. and among tho cars were
big touring machines carrying Wash
inGton. Maryland. yirginin and West
Virginia licenses, ss we'll as numerous
cars from Now York, rome from Con-
necticut. with, of course, Pcnnsyl-
vanin and Delaware bcinx most largely
represented In the long lines OF parked
vehicles. In all that throng not a
herse-drawn carriage wsn noted.
Every evening, Wilmington daily commercial., 1922-04-17
August Wedler. choirmsster of the
church.

August wedler. ehoirmas,er of the
church.
Evening prayer for the congrega-
ton of st. Matthew's Mission Church,
was conducted In ST. Andrews +. +
Church yesterday by Rev. Richard w.
Trapnell. rector OF St. Andrews
The musical portion OF the service
was made up OF Easter hymns. led by
AIre. George Sykes OF 81. Matthey's.
Chrls;'s revealing OF himself TO His
disciples after the resurrection. by the
breaking of the bread when he sup
ped with them, was the subject OF
the sermon.
Communion was celebrated at the Z
o'clock and II o'clock ecrvices at
Trinity p. +. Church yesterday. The
rector. Rev. Frederick NJ lNrkua. in
his sermon said '"rhe words which
the Psalmist wrote more than 1000
years ago: This Is the day which the
Lord hath made: I will rejoice in I;
and be glad, describe the feeling "
all Christian peoples on Easter Day
Church attendance on Faster sun
day alone IS not enough, however
Let US make OF every Sunday an
Faster in which we shall rejoice IN
the day which the Lord hath made"
There were special services at Saint
Peters r. (. cathedral, yesterday. he
ginning with carly mass az o'clock
There were elaborate displays ~
flowers and special musical numbers
we're rendered by an augmented choir
Every evening, Wilmington daily commercial., 1922-04-17
EASTER SERVICES
IN STATE CHURCHES
Observances Were Unusually
Elaborate and Impressive at
Dover and at Newark.

'recial Correspondence EVERY Evening
Newark. April 17.--Eastcr services
were largely attended IN all the local
churches. yesterday, and IN all OF
them the profusion OF flowers was
feature. At the Presbyterian Church
there was n service at o'clock I'm
addition 10 the usual IL o'clock ser
vice. and at the Methodist Episcopal
Church pageant was given 10y the
sunday school at 10 o'clock.
Three services were held at ST
Thomas Episcopal Church. yesterday
morning. at 6. s and IL O'Clock. Most
OF the flowers at this church We're
given by members as memorials to
deceased relatives or friends. An,
nouncement was made by the rector.
Rev. Edgar. Jones, that the Easter
Offering OF the Sunday school would
be sl67,69. the largest this Sunday
school has ever reported for Easter.
Tonight the annual congregational
meeting Will be held az o'clock when
reports OF the different branches OF
church work Will be made, vestrymon
elected and also delegates chosen 10
attend tho Diocesan Convention.
Wednesday evening there Will be a
social In the parish house for the
Girls Friendly Society. At o'clock
Friday afternoon. in 81. Thomas
Church there will be meeting for
girls and boys who are 20 bo confirm
cd for instruction. and at S o'clock
that evening meeting of adults for
the same purpose.
The pageant by the Sunday school
( OF the Methodist Episcopal Church, al
/ 10 o'clock yesterday morning was
The Easter Pilgrims." by Madeleine
Sweeney Miller. which was portrayal
ot Easter life In China. In connection
with the missionary work In that coun-
try, contrasted with an American
Faster. The cast was ae follows:
Angel and Pilgrims Pilot. Henry
Mote. Mary. Mother of James. Mrs
Perkins. Mary Magdaiene. Mrs Beers
Salome. Miss Elsto Mote. Missionary
TO China, Miss q. MCCallister: Yen
kung. Walter White. Thu Daughter
Mary hopkins. Chinese glrl. 10 years
old, Edna Moore, Bejhrothed Chinese
girl. Agnes Davis. Chinese father
John Moore: Chinese mother. Mrs
. Moore: Chinese boy. Dick Thomas
three Chinese high school girls. Es
iher Honning. Mildred Snyder and
Gladys Morrison. Mr Ts.o. r. Lin
dell, children. TheIntS Hall. Frances
Hnl. Mariory Easthurn Blaine Beu.
nett, Irma DurnaU MARY VIOLA stou
Katherine WollaSton. Sara Waite
Elsie Hopkins Marion and {sz>
Cannon. IrTna Ran Helen Ea>;hurl
and others aged couple. man Aut
wife. Mr.. and Mrs. J, T. Elliott. gtiet
stricken woman. Alice JaQuc,tc. cl,
church saint. !. +. Thompson lam,
child, Wright White; people-in chains
Dorothy Moore and Agnes Davis
Every evening, Wilmington daily commercial., 1922-04-17
GREAT DAY AT DOVER.

Dover, April l7.---Enstcr In Dover
wns more generally observed than Tor
many years. At Wesley M. u. Church
tho auditorium WAS filed almost 70
capacity. Tho pulpit and chanoel,
decorations were of Easter lilies.
palms and white cut flowers, The
choir rendered special music. "A feature
being a duct by Mrs. j. w. Colona
and Mr. j. Howard West In tho cve-
ming nj Wesley. there waS IA service OF
song and cantata, Day OF Res
offerings for the day IN church and
Sunday school were gratifying Seven
persons wero admitted into mcmber-
ship at the morning service.
At tho First Baptist Church excel
lent special music WAS rendered by tho
choir Miss Myrtle Lloyd sang solo
and duet by Mrs. Merritt and VIII
morning service. fourteen new mem-
bers were extended tho right hand of
Christian fellowship.
AZ Dover NJ 7. Church. IN. new
pastor. Rev. Avery Donovan. preached
his initial sermon. Special music
featured tho services.
AZ Peoples Christian Church, the
large auditorium was filled 60 capacity
at the morning service. Special Easter
music featured the services, with Folo,
bS Mrs. W. J. Benson and chorus
parts by mems voices. The pastor
preached special Easter sermon,
At the administration ~ Holy Com
munion, more than $50 participated
Prior 20 this service, "a persons united
with the church. ~ Of whom Joined ss
result of the special evans.listic
services held during Holy Week The
remaining % united by letter from
other denominations, This makes q
total ~ rs scoestons aimee January 1
A feature 81 the morning service
wa. hte unycilinw q four more fnem-
orial windows. one for tho late WI
liam T. amlthers. contributed by ;hs
Sunday school class bearing his name;
one contributed by 81 paurs Brother.
hcod q Peoples church 60 tho memory
/ of the late John ~. Wharton, first
| prsNsdcnt ~ the nrothcrhood. one
given hy the choir ena one by N,
Lend a-Hand Society % the church
The church was crowded. last eve.
| ming at the Easter services, which
were featured by lantern slides OF 10.
lcructfsion and resurrection OF Christ
shown while the pastor. Rev Or
iieltenstein. read the scriptural lessor
telling of the closing days OF the ~,
I ~ Christ Tn. sermon WAS on "Mer
Wanted" AZ the close Of the services
two mon united with the church
ma king total for the day Of es.
At the baptisnal service at thi
church, yesterday afternoon. six chii
drcn were chr!stencd and four adult
baptized
Every evening, Wilmington daily commercial., 1922-04-17
AT LONCWOOD'
SEE BELGIUM AzALEAS
Exquisite Flowers With Music
and Perfume Of Lilacs De-
light Easter ThronR.

Thousands OF persons accepted tho
general informal Invitation of Long
wood tIncorpora,ed) 10 sce the beau-
tiful exhibition OF aznloaa on Easter
afternoon. and almo., every highway
from nil directions yesterday, mny bc
raid to have led 20 tho Pierre u. du
pont estates near Krnnett aausre,
Pa.
In the vast exhibition hail Of tho
extensive conscryatori.s there. we're
shown the famous Araless that we're
brought from Belgium. two or three
years ago, ana said 20 be the fnsEt
specimens Of that variety Of mower
Certainly thoy wero radisntiy boauti-
fui. bewild.rins IN the splendid and
varied cOlorins aud in the perfection
of the nowDrs. Visitors declared
themselves afnared at tho beauty of
tho flowers, which were grouped ~
great masses in tho theatre IN a frame
work of bugs deep toned bay trees
and yineclad pillars.
No one seemed 20 at 1rst realize
that such exquisite blossoms cnuid
possibly have been tho work Of nature
and visitors sat long onrspiured az
the beauty % the flower. and az the
delicious perfume ~ thu blOasominE
lilacs and listened with rres, enjoy
m.nt 20 the organ concert IN the
theatre.
In addition 90 che Belgium Azalsss
[ there were some specimens % the
fhodniendron that were no Jess heau.
tiful. They were in shades of delicate
pink, tho flowers ot most >squisite
tnodsling. and many times larger than
/ tho rhoiodsndron which arc indigo.
/ nous 90 this section. And. too there
were great lilies ~ All coiors from the
most hectic of reds 20 almost black
and .uf course, white ones There wer,
other nowers IN great abundance and
indeed q was. ~ ono ~ tna visitors
! expressod u. like glimpse 81 Fairy
land
Ar. and Mrs. du pont shared via
their guests the enjoyment of th'
bright sunny Easter afternoon in thii
erea, bower Of flowers. tropical pianti
( and fruits
A view of the gardens AZ fongwoot
Every evening, Wilmington daily commercial., 1922-04-17
THOUSANDS ATTEND
EASTER SERVICES
sall to Worship in the City
Churches Augmented by Fes-
tai Character of Day.

An accurate enumeration OF the
hurch- -soers In Wilmington yester-
nv, Easter Sunday, would be a highly
tteresting total There arc 1875
hapels IN which congregations OF
aec,. On the hnsis OF nm average con-
regatlon OF 200 at n service. $4,000
prshippcrs. at least. would he IL
,tendance morning. afternoon and
Sening.
In view OF tho much grCa,vr ca
aclty Of many OF the church build
ags, and of tho holding of several
.rvicea. Il is n reasonable guess that
aore than half the 100 600 of Whining
ons population were church goers
csterday.
The call 10 worship was reinforced
" the festal character OF the day
a the church calendar. the friends and
cquaintanccs to bc met and greeted
nd. above an. tho brightness and
harm OF the day. fun Of sunshine and
pring glow.
Both the musical services and the
lorai displays were notable in all
h. churches.
AZ 81 Pauls NJ. L. Church last night
h. attendance was estimated at 1900.
ne largest In the history OF the church.
tev. Carlisle l. Hubbard preached on
be Resurrection. and the choir sang
he cantata, Death Unto Life" under
he direction Of Charles T. Edwards.
rhirty-thrce new members were re-
aivcd during the day.
The musical program OF vesper ser
nee at Westminster Presbyterian
hurch yesterday afternoon was given
~ the Schmidt String Quartet OF
Philadelphia and the choir.
Rev. Charles l.. Cand,e, pastor
preaching on the subject. Who is
Christ" criticised. what he described
" ~ uodern tendency to make
str,e; of smaller stature, 10 pare down
he greatness"
THE can be partly explained.
believe" he said. by "a yesrning fol
Unrparhy and understa ndins Some
@el,ng that a perfect God cannot
understand their sorrows and temp.
Stions try TO bring him down e
their own level.
In receiving fifteen men and womcr
rto membership OF the Unitarian
rhu,ch ycst0day morning. Rev. W
A Nroomsn spoke ot the spirit OF ;ht
hrst Christian community. He saiC
hey were held together by faith II
yesus as the Messiah who should re
turn from heaven with angels :,
~ign upon The earth.
But deeper than his belief was n,
Eirit OF love and Brotherhood.
The Dawn ot No Kingdom. by !
Percival Huge: vas sung last even,
ne by ere Choir 81 McCaoe Memoria
NJ Y. Church. Boulevard and Twenty.
p~con: street, accompanied by Short;
s-'s Orchestra The auditorium wal
crowded with hearers. who were so de
eghted with the presentation OF IN
work tina; they voted a. is completion
b. invite ehe choir to repeat It mex
Sunday evening. The canA0 VA
pung under ne direction OF Prot
Every evening, Wilmington daily commercial., 1922-04-17
Space Buying" is
Not Advertising

Il is natural for men who sell
Advertising TO get the notion that
buying Advertising IS buying
Space. The daily habit Of think
ing Of Advertising in terms Of
Space soon inoculates them with
the notion that space buying is
all there is TO Advertising. Even
the newspaper sometimes falls
into tie habit Of regarding Ad-
vertiSing as the selling Of Space.
and the newspaper representa-
tive thinks he IS selling Space
instead Of Advertising in fact
a great many Of tie representa-
tiVes Of newspapers and maga-
zines who visit my office during
the year do not Try 70 sell any
thing but space. Advertising
agencies haVefheir space-buyers,
and when a new account IS
brought in. the space-buyer gets
busy and buys Space in the news
paper and magazines in the same
way he would buy space on the
side Of a barn or on q billboard.
Space-buylng is rot AdVertis-
ing although it MAY be an i'm
pOrtant item in the planning Of
an advertising campaign. The
habit Of regarding Advertising
as mere buying Of Space can
hardly fail to drive manufacturers
and merchants away from AdVer-
tislng. 1t puts the newspaper on
a level with bllIboards and barns.
The billboard man and the man
who paints the sides Of barns
have only two things to sell
Space and Location hence they
are mere purVeyOrs in stationary
inactive publicity. The space or
billboard or on the side Of 4
barn may be used to fix d trade
mark in the public mind provided
the billboard IS IN the right iOCa
tion-a location where people
/ will see it. To attempt to get the
history Of a town or city onto ;
billboard is a wrong use of tha
kind Of publicity. No one vii
stop in front Of a billboard Ion,
enough to read il.
When you buy Advertising il
( the newspaper you buy somethin,
besides Space; you buy AdVer
Every evening, Wilmington daily commercial., 1922-04-17
Accomplishments OF
DELAWARE WOMEN
Exhibits Sent to Baltimore in
Connection With the National
League Convention

Interesting exhibits OF work done
and endorsed by the State LeaSue OF
Women Voters were sent to Balti-
more, Nd, Saturday TO be used al
the convention OF the National LHaeue
Of Women Voters.
The posters illustrate not only the
work of the league itself in preparing
handbooks on citizenship and securing
legislation. hut charts and pictures OF
the work OF America niZatiOr. the Con-
suners' League. the Travelling Il
bra1ies and Child Welfare.
The Child Welfare Commission has
prepared two large posters. One shows
record cards. health bulletins and re-
ports of the work done Independently
and for the State Board OF Education.
The other shows pictures OF rural and
city health centres. interior and ex-
;erior scenes. conference at a health
centre, and other interesting photo
graphs, as we'll as a letter from Miss
Abbot; 20 DR.. French. explaining a
plan for the administration OF the
Sheppard -Towner bill in Delaware,
whereby the States appropriation OF
S7.OO7.1I. already being used for health
centres. nurses, etc. will be matched
by an equal sum from the govern
Inent.
The Americanization poster an
nounces the formation Of free English
language and Americauization classes
in any school district where ten Or
more adult immigrants demand i. and
shows pictures OF class room sessions
ot the Caesar Rodney Class for pc
titioncrs. a home class OF Russian
women. a group Of Italian mothers
AT the Health Centres, and a citizen
ship class visiting City Council.
Pictures of the travelling libraries
and sections OF the library are shown.
as well as pamphlets on Women in
Industry. and announcements OF the
course on community problems.
Every evening, Wilmington daily commercial., 1922-04-17

tho latter with n preliminary sppro-
priation.
The choice Of a site evoked keen
competition between various avail
able locntions, but tho Fairmount Park
site was selsctnd on the strength of
recommendation In an exhaustive
report on the relative advantages rat
"a according 20 accessibility. ground
space. landscapinx possibilities. faciii-
siss for communication ard trAnspor-
tatlon, made by special volunteer corn-
mittoe Of the Engineers' Club.
The Fairmount Site includes the
grounds upon which the Centennial
Exposition. marking tho 1ooth ami
yersary of the Declaration was held
In 1875. although with a considerable
additional acreage.
While tho Exhibition IL stiii in the
planning stage. the scope 10 erpscted
10 embrace particularly the world
progress made IN tho sciences. arts
and industries during tho 90 years
period that has elapsed since the 1879
celebration These so years. Il WAS
pointed out. have witnessed great
transformation IN the conditions Of
living as evidenced by the Development
of the tslephone. radio electricity. the
auto motive industry. and navigation
OF the nir with great strides in surgery
and sanitation. education and social
welfare work. The Exhibition IN sx-
DecteG 20 visualizs this progress. The
location 81 the Exposition IN Philadei-
pfsia. Il vas declared. makes IL readily
accessibIs 20 more persons than any
other similar showing In America. .
population n approximately 10000
600 residing within 100 miles. or auto
MODELLING distance with nearly 10000
900 within a radius 81 400 miles.
Every evening, Wilmington daily commercial., 1922-04-17
DEATHS.

CoRRY-1n Miaqusdale Home on April
Il 1922. Thomas Cory. AGED 20 years
Funeral services at Riverview cemetery
rhapal on "Wednesday morning. April 10
Demetery
.DTNEsT-At Trenton. y J. on April
Islg22 Catherine. daughter OF DOminick
and Te-esss Denest AGED p years
senc the funeral from the residence Of her
brother. Anthony Denest. sO3 North
Grant avenue. on Wednesday morning
April le al 10 clock, Requiem mass at
81 Thomas Church lnterment at Cathe-
rrAl cemetery.
sIRpoNs-At Phuadelphia. on Aprll Il.
1922 Rose wife OF Neal c Gibbons
Relatives and friends are invited 20 at
tend the funeral on Tuesday morning at Q
O'Clock ReGulem mass at Lady Of Vic
Cathedral cemetery Wilmington
lUDLAM this city on April Is.
le2x annie. wife Of Charles Iudlsm.
Hs.stiTes & I've and friends are invited TO at
tend the funeral services at her late resi-
afternoon April Il. az 2. 80 O'Clock In
tcrlacnt at silverbrook cemetery
MFYERS-At Free Park. on April lG
1922. Margaret Meyers. aunt OF Mrs
James b Hamilton, AGED - years
Relatives and friends are invited 20 at
tend thc funeral from eOG West Fourth
street on Tuesday morning. April ls at
q CLOCK services at =; Joseph
Church al $50 O'Clock. lntcrment a,
Cathedral cemetery
YACIEA-ln this city on Aprl I6. 1922
John psulsy. aged U5 years
Relatives aud friends are invited 20 at
tend the funeral services at his late resi-
d.nc. 2235 Tatnsll street on Wednesday
afternoon. April 10. at O'Clock. In
f.rment st Sllverbrook cemetery.
------------------
Every evening, Wilmington daily commercial., 1922-04-17
FINE EASTER WEATHER.

Seaford, April I7y--Ehster services
IN Seaforc churches were wei attend
ed yesterday. The churches were
handsomely decorated FOR the ooca-
sion. and special sermons and Easter
music prevailed.
Il was a bright Easter day in lower
Delaware and throngs q people took
advantage OF Il 10 set cut !n their
Easter flnery for the first time. Auto
mobile parties were numerous, the
cars being on the go from early morn
Every evening, Wilmington daily commercial., 1922-04-17
OPPOSED TO SUNDAY
COMPULSORY OBsEHyANCH

Special Dispatch 10 Every Evening
washington. April IL HepresentH-
tive Caleb II. Layton ot Delaware. in
response 10 a reqncs, made Of him by
the citizens Of Dover. Delaware. pre-
aensed % ths House ~ Iteprssenta-
tivss. aa;urday. resolution adopted
by the people ~ Dover opposing the
pnsrnse by Congress % any ~ the
pending compulsory SUNDAY ohser-
vance bills now pending in that body.
The resolution was referred 20 the
committee on the District of Columbia
Every evening, Wilmington daily commercial., 1922-04-17
Free to Asthma and
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We especially want 20 send IL 10 those
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