davidaulloa/AmericanStories huggingface dataset:
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18
JUST A WORD ABOUT ADVER.
TISING

There is a tendency to count the
value of advertising in terms of net
profit on immediate results thus: Ii
Jones ads goes into the Independent
Reporter to the extent of five dollars,
lie is quite likely to insist that unless
increased sales. positively traceabie
to the advertising, results In a net
profit of that amount or more the
expense has not paid. This isn't
giving advertising any where near the
proper credit as can be readily shown.
We will assume that Jones is
running a retail business with annual
sales aggregating $4,000. On that
amount he will make gross profit OF
thirty percent or $4,000 From this
he will have TO deduct about % per
cent for overhead expenses consisting
of telephone. postage. freight, express,
rent. lights, advertising, taxes, in
terest. insurance, wages and salaries.
This would result about as follows;
Gross profit 30 per cent on $4,000,
$4,000 Less cost of doing business
Is per cent, 10000 Balance net profit
$4,000.
Now we will suppose that by adyer-
1IsInE nc rr1r - :, :, :.
so per cent doing in one year. $50, 900
instead of $4,000. lie would then
have gross profit of 20 per cent on
$50, 900 or $4,000. There would be
some increased expenses resulting
from the larger volume of business,
butt he would find that many of his
items of overhead charges had not in
or a ut al e.,
rent. telephone. interest and salaries
lare concerned there would probably
be little or no change. There would
be, Of course, the cost of additional
advertising and some increase in the
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18

More than half the time his visit viii
be repeated and in many instances Ia
becomes a permanent customer. IT
an ad costing $50 did nothing mora
than secure one new customer as q
permanent patron it would be mora
than justified.
Business goes where it is invited
and stays where 1t gets fair treatment,
The local dealer owes 1t to himself
and his community to extend the In.
vitation by advertising and then
provide the goods and the service to
retain the patronage thus gained.
Only by so doing can we hope to abate
the unfortunate mail order merchan..
dising.
Millions have been made by ad-
.vertising. Perhaps no one ever
achieved success without 1t. The
Independent Reporter goes into more
Somerset County homes than any
other publication, daily or weekly
Circumstances have compelled us TO
study the advertising game for twenty
years. The occasional advertiser
often expects us to aid him in writing
his advertising copy. For him or for
any one else what we know about
publicity is to be had for the asking.
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18


items of freight, express and wages.
The net results however. would likely
be somewhat as follows: Gross profit
30 per cent on $4,000, $4,000; Cost
of doing business $4,000; Balance
net profit $4,000. We have NO par
ticular business in mind in reaching
the above figures, but they are such
as might reasonably be expected to
apply to retail trade in communities
of from 5000 to 10000 Inhabitants.
This outcome of diminishing per-
centage of overhead charges to
amount of business done is well
known result where the annual
volume of business can be substan-
TALLY increased.
The mails are full of circular matter
fairly showered upon the households
of Somerset County :. "a. Vxder
houses and large retail dealers To-
Gated in cities from Maine to Chicago.
1t is this constant appeal and persist
ent advertising in the daily news
papers and magazines that causes a
local buyer to forget that his most
favorable opportunity for shopping is
really in his home community. 1t
is not strange that large amount of
trade goes to the big centers yielding
to this insistant direct-by-maiI and
daily newspaper campaign.
The above considerations are i'm
portant enough and obvious enough
to give advertising dominating
position in the commercial world
One result of publicity yet remains
to he mentioned: Its cumulative
effects A customer secured by ad-
vertising does not bestOw final
benefit by any means by coming in
just once to buy the advertised goods.
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18
(By Roland T. Pattern

(By Roland T. Pattern
The Independent Reporter goes to
four thousand families In Somerset
County More than half of these are
within radius of ten miles of Show
hogan, and nine tenths of them are
within a radius of twenty miles. II
therefore is read In thirty-six humid
red or more homes, probably by fif-
teen thousand people. in what might
properly be considered the Skowhegan
trading area. Its value as an adver-
Using medium for Skowhegan mer-
chant Is hardly debatable. The prices
for space are as follows.
Less than so inches. soc per inch
! so inches and less than 100, soc
per inch
100 inches and less than $50 45c
per inch
! $50 inches or over. 40 per inch
! The number of inches in the above
table is the amount required to be
used within one year to secure the
rate mentioned. A patron may make
contract for two hundred fifty in
ches or more to be used within one
wear at forty cents an inch, II he sees
{
plan. He may commence advertise
ing. without any contract at ALL know
ing that the lowest rate to which the
number of inches used within one year
enttle him will be granted III the
total within the year from the inser-
! ton of his first ad is two hundred fif-
/ ty inches. the rate of forty cents will
apply to the entire period. II at the
end of the year he has used only one
] hundred inches, the rate for the en-
tire time will be forty-five cents. Fir
ty cents an inch will apply If the ag-
gregate for the year has been more
than fifty and less than one hundred
inches. and the higest rate. sixty cents
will be charged II fifty inches OF less
is used. 70 -" it'' ~ =
Converted into dollars and cents of
annual expenditure the minimum
amount to secure the trRtss given gre
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18
"Reminiscences OF the Old Patterson
Toll Bridge

No, Stree said Erastus Fletcher
seating himself in Frank Holley's drug
store, things aren't much as they used
to be here in North Arson and 'spe-
efally down there at the old Patter-
son bridge
Mr.. Fletcher Is rs years old, has
Iived in North Arson all his life and
his home for the past % years has
been closer to the old bridge than
that of any other person in town.
Uffder all these circumstances he
ought to be able to speak with au-
thority upon these things, SO that his
mere statement would be accepted,
even tho unsupported by'collateral evil
defce In this instance there is much
TO show that he is not in error. The
old bridge itself bears mute testimony
that things are not as they were.
when l was a boy" said Mr.. FLEET
cher. sit was always lively about the
bridge there was lots of teaming
back and f'r'ard all day long. At
that time there was no railroad up
this way and it hadn't even reached
Skowhegan, when the bridge was built.
The bridge was on the old direct road
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18
STATE OF MAINE PIER AS 1T WILL BE WHEN COMPLETED

whereby cars are set on and off tho
wharf by both the Portland Terminal
Company and the Grand Trunk Rail
way, without charge.
The most modern Of sheds are to
be built on the new pier, one of
which, that located on the eastern
side, is to be 800 feet long by 80 feet
in width. of which one 800 foot sec
ticns is to be two stories in height
and built especially for handling the
immense transatlantic passenger
business which goes to Portland es-
pecially during the winter months.
There will be up-to-the- minute IA
cilities for handling passengers with
full provisions for their inspection by
the health, immigration and custom5
services of the United States. There
Is already one shed constructed and
in operat ton for the New York steam
ors, so by 300 feet, with a floor area
of 1900 square feet, and another 60
by $50 feet for the Boston steamers
with a floor area of 22,800 square
feet. The total floor area of the sheds
will be 1856 square feed.
The equipment of the pier will in
clude inclined dock elevators for hand
ling cargoes to and from ships with
side ports, cargo beams for burton
ing" cargo from and to ocean going
ships, crane for handling heavy car
go, and electric tractors and pliers
and warehouse tractors for handling
cargo. within the pier sheds.
The port directors have also ar
ranged with the Grand Trunk Rail
way so that conveyer galleries
will be built onto the new State Pier,
connecting with the two immense
grain elevators owned by that system
so that these structures will be made
available for the State Pier and It.
will thus be possible to handle grain
| from them at the State Pier just as
easily as 1t is now at any OF the
| Grand Trunk wharves.
| Statistics show that the majority
OF state piers have proven to be a
wonderful investment for the states
that have constructed them. but ex-
perts declare that no publicly owned
| pier has a brighter outlook than the
one now being built at Portland BIZ
| the State Of Maine.
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18

cipal facts about this immense pub
lie enterprise should, therefore, prove
of interest to everyone in the Pine
Tree State. 1t is to be 1000 feet in
length, and will be, in every way, the
peer of Piers" along the entire
Maine seacoast. and will be unex-
celled by any other on the Atlantic
seaboard. 1t will be 144 feet wide
at it's outer end, 240 feet at the
point where the New York steam
ers dock, and 800 feet at the point
where the Boston steamers berth.
The total area of the immense struc
tu"e, including land approach and
pier is to be seven and half acres,
and its total cost will be s1,500,000,
of which the City of Portland gave
outright, by donating the site nearly
onc-fourth or $780, 900
Any ship that floats may be locked
at this pier, for it has So feet of wa
ter at mean low tide on its eastern
side. and from So to 20 feet on its
western side. On its eastern side it
could easily dock end to end, two
average freight ships, for very few
of them run over 500 feet in length.
On the other hand, however, the pier
can also take care OF the great trans
Atlantic liners which are now cross
ing the ocean, several of which run
TO Portland in winter. and it has
also been built to handle the antici-
pated increase in the size OF the
ships of the future. Its south end
Is 144 feet across, and this may be
utilized for docking smaller craft
while its west side is able. to handle
Coastwise boats ranging in length
from 500 feet down. .
The pier has been admirably plan
ned so far as traffic Is concerned,
and every railroad running into Port
land can send its cars down onto II
and the freight in them may be dis
charged directly into the ships lying
alongside the wharf. On the other
hand the cargoes Of the ships may
be discharged directly into freight
cars. thus saving very heavy trans
portation costs by reducing loading
charges TO minimum. In all. ITO
freight cars may be stored on the
State pier, and arrangements have
been made by the pier directors
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18

to Skowhegan, Augusta and Hallowell.
Over it all the supplies for this re-
gion were toted. The bridge was an
important link in the transportation
system of this region
People today do not realize the di-
faculties and the problems which had
to be overcome in the development
OF this great area. II some of those
old toters of 70 or so years ago would
come along now and see the roads
which are to be found i'll Maine they'd
very likely get peeved with present
day folk who are all the time COM
planning because of Names poor high
ways.
Back in those early years, Halo
we'll was the important seaport of this
region Wherever you go and dig
into early history you find that pro-
ducts were hauled down thru to that
town for shipment and supplies were
secured there. These products were
shingles, clapboards and lathes, with
some .fnrs and farm produce. The
supplies We're rum and molasses,
largely. as an examination of any old
merchants books will demonstrate to
you.
BRIDGE BECAME ESSENTIAL
In the very first days of this traf-
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18

fic the kennebec WAS forded at the
site of the present bridge. This
ford was just wee bit down stream
from where the bridge, or rather its
wreck, now stands. AS the country
developed more settlers came in
and there were more mills and lum-
Der operations in the upper region,
the fording became less and less
wise and something better was de-
manded, both by toters and those who
travelled in gigs" ehaises and on
horseback.
The first step was when David
Patterson secured authority to OPP
crate ferry at this point. He lived
upon the Madison side of the river.
There he. constructed the brick
house ON that side and lived during
the years in which he operated the
ferry. but eventually sold out TO his
brother, Thomas, who continued
to operate the ferry until the bridge
was built David went to Scion to
live.
1t was about 1910 that the bridge
was built. Mr.. Fletcher, who is au-
thority for this entire story, is not
sure of the exact date, but knows 1t
was near that time, so that the pres
ent bridge is about so years old.
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18

The new State of Maine Pier being
ERECTED at the port of Portland, and
which it is believed will save the
people of Maine many hundreds of
thousands of dollars in lower freight
rates. better deliveries, increased
transportation service, and a more
favorable opportunity to reach the
markets OF the world, Is rapidly near
ing completion. II was originally
hoped to have the big structure
ready before the end OF the present
year, but delays in getting steel and
other materials due to strikes and
Other causes beyond the control Of
the port directors, have advanced the
date OF completion to early in 1923,
possibly February or March
The pier. however. IS doing bnsi-
ness, Notwithstanding the fact that
II Is long way from being finished.
The Eastern Steamship Lines, Inc,
IL using II for its regular BOSTON and
New York services, and numerous
other ships have already tied up to
II and discharged careocs. In fact,
few state owned piers have brighter
outlook for future business than the
one now being constructed by the
State of Maine at the port of Port
land. Already the annual income Of
the pier is averaging in the neigh
borhood OF $4,000, and this will be
greatly increased as more OF it is
finished and becomes available for
use. a very interesting fact in con
nection with the pier is that all of tho
present business has been obtained
without advertising, and there is.
therefore every reason to believe
that when its advantages begin to be
exploited throughout both the cas-
tern and western hemispheres that
its business will increase by leaps
and bounds.
Apparently the majority Of the PEG
pie OF Maine Know comparatively
little shcut the great structure which
they are building and Which, II is bn-
licyed will prove s0tkeipeul 10 every
one Of the 10 counties NJ tho stare
and to every town and city within
elleir borders,
a brief review OF some Of The prin-
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18

approximately as follows:
s Annual expenditure of S25 at 5Oc
an inch;
Annual expenditure of $40 at 45c
an inch.
Annual expenditure of 500 at 40c
an inch.
1t is probable that any business
establishment in Skowhegan would
profitably use two hundred fifty inches
at an annual expenditure of one hun
dred dollars. If there is any debate
about this, there certainly could not
be as to the wisdom of an annual
advertising expenditure, of forty-five
dollars which secures the forty-fve
cent rate or of advertising to the ex-
tent of $25 in one year Qess than SOC
a week. to secure the SOC rate.
We should learn to think of adver-
Using as an investment rather than
an expense.
The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1923-01-18
Blaze at Madison

Madison fire alarm was sounded
about 230 o'clock Sunday afternoon
for a blaze on the roof of house
owned by Carlo Di Sanctis just back
of the old cemetery. The fire was
caused by sparks from chimney
which was burning out, and was ex-
tinguished with slight damage.
Evening star., 1923-10-31
Probably Best in East 7uo Big Battles Conference This Week
VIRGINIA IS HARD HIT
BYL0SS OF TACKLES

UNIVERSITY, Va, October 81
Loss of two varsity tackles within
thirty-six hours will handicap Coach
NeaIe in getting virginia's team ready
to play Washington and Lee mex;
Saturday in the first contest staged
between the two universities in the
city Of Lexington.
Instead of being able to concentrate
upon an attack to meet the Generals,
Coach Neale is having to build up an
almost entirely new line. With Capt.
account Of an injury received in the
Trinity game and Jim weaver re-
covering from an operation Ior
appendicitis in the hospital, the sir
ginia line will have to be bolstered
up by new material
men mean that two tackle positions
will have to be filled. but since Capt
Blackford has also been USED In
center to replace Walker 1t VIII also
be necessary for Coach Neale TO nnd
reserve pivot man.
Stephenson, who has been tried on
end, have both been given a trial IN
the tackle positions. Peard and
Thurtell were also put into play as
substitute Centers.
Baldwin, who was shifted to guard
for the Trinity game, put up an eX-
cellent fight and promises to look
after this position in satisfactory
manner. Winston and Buck Weaver,
who played most of the Trinity game.
probably will I'LL the tackle positions
against w. and l..
Virginia's men were not allowed to
take an easy time Monday afternoon
for Coaches Neale and kellison put
them through a hard two-hour
workout. Yesterday the regulars
were put into a scrimmage and they
will probably have the same thing
today.
Evening star., 1923-10-31

Ah ASotAh5 oa9thvcds SCutl dl lablCu
to reveal any marked prowess, but
the Stenographers certainly demon
strated that they have the most
ragged combination seen in a high
school gridiron series in many moons
Business had nothing to stop Central.
The strength Of the latter really will
not be known until 1t meets a worth
while combination. Possibly the test
will come Saturday afternoon when
the Blue and White stacks up against
Eastern
Central's Line Good.
Centrafs best work yesterday was
done by its line. 1t opened wide gaps
in the Business front wall. and. all
the Blue and White backs mad to do
was wade through. Perhaps 1t was
well that this was the case. for there
was nothing deceptive in the Central
fensive. The Blue and White lacked
interferences, and the ball runners,
with the exception of Gordon, were
nothing to boast of.
Gordon. though, put up brilliant
game. His exceptional speed proved
of much worth in running back punts
and kick-offs and in the open field.
after brushing by the tissue-paper
Business line. He accounted for three
Of Central's seven touchdowns. one Of
them being made with a 54-yard run,
after he had intercepted a Business
pass, and booted a goal from the "a
yard line.
Business put up a plucky battle in
the first period. holding Central to
Gordon's goal. but thereafter 1t could
do nothing more than temporarily de-
lay the dashes of the Blue and White
to touchdowns. Capt. Greenwood in
the secondary and Cummings at left
tackle were the only Business boys to
shine. Their defensive play was of
high order, but stopping eleven op-
Evening star., 1923-10-31
GOLFERS COMPETING
IN CUP TOURNAMENT

- Dwight Partridge. winner of the
Indian Spring tournament last spring.
and Walter r. Tuckerman, club cham
pion and recent winner OF the Dis
trict amateur championship. are meet
ing this afternoon in the first round
of match play for the Liberty cup at
the Chevy Chase Club.
Both men have club handicaps Of
8. and they are playing even in the
handicap event.
Pairings for the first round are as
follows:
Horace Green (lo) ". Reginald LOTUS (ls) /:
Allan Lard lb) drew a bye Dwight Partridge
(3) vs.. W. r. Tuckerman {3); c. Y. Wheeler
{1O ~. E. P. Porcher ga: G. T: Courtney
(7) drew bye; J. f.: Dryden C0 drew .
bye; @. Tucker Smith (I2) VS.. T. W. Mercy.
nolds (le); J. w. Childress (l0) drew z bye;
P. s. Ridsdale (14) drew byei w. B. Mason
l8l ". o. D. Drayton Qel; D. d. Z. 1oGrev
lla) drew a bye; G. T. Dunlop ll2l drew =
bye; T. II. Foley (1s) vs.. Sam Dalzeu 1Di
W. J. Father, jr. (l6l, VS.. F. H. Ellis (el:
Horven Thompson (7) drew a bye; Gen. g. g.
Treat VI. W. G. Brantley, jr.
The second and third rounds will
be played tomorrow and Friday, while
the semi-f1nals and finals are carded
for Saturday.
Evening star., 1923-10-31
WILL RECEIVE
TS" LONG DELAYED

unique ceremony will feature the
festivities in connection with the big
homecoming game" OF the Univer-
sity of Illinois to be held at Urbana
next Saturday when the I1lini play
the University OF Chicago. This will
be the presentation Of the varsity
letter to athletes who played for the
Orange and Blue before 1896, when
the college teams were first awarded
special insignia.
Nearly hundred old players some
OF whom have waited thirty years
for their rs" will return to receive
the belated emblem, among them
being George Huff himself, for many
years director OF university athletics.
Every pre-1696 player will be given
brand-new sweater to take home
to show the youngsters that the old
man was some pumpkins In his day.
One present pcssassor OF a Yale "Y"
will get the coveted letter. 1t was
formidable task to compile the list,
necessitated many an hours search
ing through musty records and news
paper files. Those who cannot be
present in person will receive by mail
letter to attach to a sweater or
jersey.