Milford chronicle., 1924-12-19

organizations, Boards of Trade, oranges, and in
dividuals to call their legislators into friendly
counsel Most legislators sincerely want tc
serve their people; it is usually where the peo-
pie refuse to take an interest in public affairs
that they go off on their own personal tang
ents wool-gathering in the maze Of unstaDlllzed
speculation as to what is fright"
little commonsense now like the prOverbial
stitch in time that saves nine, might eliminate
the nine superfuous laws to every one that is
really needed.
MOST PEOPLE THINK that the next Presj-
dent and Vice President of the United States
were elected in the recent November election.
Not so The President and Vice President will
not be actually elected until the electoral votes
are cast in the several states on the second
Monday in January 1925, and the votes thus cast
are counted by both houses of Congress the sec
ond Wednesday in February.
On the first date according to the Revised
Statutes of the United States, the electors shall
meet on that date in the capitals of the several
states cast their ballots for President and Vice
President, and prepare two copies or certificates
of the results one to be sent by mail to the Sec
retary of the Senate, the other to be carried to
Washington by one member of the electors.
When the electoral votes certificates are
safely deposited with the Secretary of the Sen
ate both houses of Congress assemblies on the
second Wednesday in February to witness the
opening of the envelopes containing the certih-
Gates of the electoral votes cast by the electors
in the several states and to see that the count
ing is accurate and open and fair. The Presi-
dent of the Senate presiding makes the an
nouncement of the result, and publicly annOun-
ces the name of the man who has received the
majority of the votes for President and the name
of the man who has received the majority of the
votes for Vice President.
Then, the next President and Vice President |
are duly and legally and completely elected
THERE ARE OPPORTUNITIES which most |
grocerymen in towns and rural localities, fail |
to take advantage of, as a result of their lack |
of understanding how to make use of them. If |
a plan is thought out and then put into opera |
ton, every grocery dealer in Delaware will find |
a cash profit that would more than double their |
present business.
Small retail dealers should advertise consist
entity if at all. They should plan a campaign.
This is the message contained in a pamphlet,
Small Store Advertising" issued by the Domes-
tic Distribution Department, Chamber of Com
merce of the United States.
Every merchant" the department says, in its
foreword, must make himself known, in order
to conduct profitable business. This is done in
various ways, the greater part of which is de-
scribed as publicity, and of all these ways ad-
vertising is the most effective"
The purpose of the pamphlets is stated to be
ITO enable the owner of the small retail store
to make the most economical and effective use
of the money he has available for advertising"
although every repetition of advertise
ment circular, or a letter costs money says
the department, occasional hit-or-miss adver-
tising is usually loss; whereas, steady adver-
tisng of the right kind is sure to be productive
The retailer whose business justiies advertising
in newspapers will do better to run a small ad-
vertisement every week than to run a large one
at irregular intervals.
This principle applies to all forms of public
ity. If form letters are sent out it is best 10
send them regularly; if handbills are broadcast
it is best to broadcast them regularly; if window
advertising is used, the displays should be con-
slant and changed frequently. Never the public
forget you. Never given even your old establish
ed customers a chance to forget you, your store,
your goods
There are two points to remember in this
connection: Your advertising campaign, what
ever it consists Of should be planned as
whole; do not get out several booklets, letters
or circulars and then discover you are not pre-
senting your arguments in proper order, or that
YOU have neglected the seasonal influences, or
something else.
"Also, if you are advertising in a publication
call attention to that advertising in any circu-
lars YOU get out, so to tie the two together
Use some such phrase Watch our weekly
price lists in the----------
1.-THE other point is to identify your store
tbrough a trademark, an illustration, or sigma
ture. so that every advertisement, every letter.
every bandbill every delivery wagon and every
niece of wrapping material will have some easily
mark.
"At certain seasons and for certain offerings
Of merchandise advertising announcements
sbould appear more frequently than usual. A
GROCER has only few weeks to sell cranberries
90 he should advertise them more frequently
han potatoes, which he can sell always u