davidaulloa/AmericanStories huggingface dataset:
The Spokane woman. [volume] (Spokane, Wash.) 1921-1935, 1927-03-17

not so soon, however, but that | had
seen a fresh young face within the
bonnet confines-a round rosy face
according well with the buxom curves
of her as she again bent over her
wash-board.
"Our fare is that of the tents of
Abraham, stranger" spoke the Cap
tain. Such as it is, you are welcome
to. We are plain people who walk
in the way of the Lord for that is
commanded"
81 ask nothing better sir" an
swered
The pork and beans and the black
unsweetened coffee evidently were
what | needed, for | began to mend
wonderfully ere was half through the
course.
"You are from the East, stranger"
he inquired.
Eyes, sir. l arrived in Benton only
yesterday"
"a Sodom," he growled harshly. "A
tented sepulcher. And it will perish.
| tell you, you do well to leave it, you
do well to yoke yourself with the ap-
pointed of this earth, rather than stay
in that sin-pit of the eternally
damned"
81 agree with you, sir" said /. 81
did not find Benton to be pleasant
place. But l had not known, when
started from Omaha"
Possibly not" Adams assented.
"The devil is attentive; he is present
in the stations, and he will ride in
those gilded palaces even to the
Jordan, but he shall not cross. In the
name of the Lord we shall face him.
What good there shall come, shall
abide; but the evil shall wither Not"
he added, that we stand against the
railroad. II is needed, and we have
petitioned without being heard. We
are strong but isolated, we have goods
to sell, and the word of Brigham
Young has gone forth that railroad
we must have. Against the harpies,
the gamblers and all the Gentle vani-
ties we will stand upon our own feet
by the help of Almighty God"
At this juncture, a tall double-joint-
ed youth of about my age. carrying
an OK goad in his hand, strolled to us
as if attracted by the harrangue.
"My son Daniel" the captain intro
duced This stranger travels to Zion
with us, Daniel"
The youth had the grip of wise,
and seemed to enjoy emphasizing it
while cunningly watching my face.
"Howdy," he drawled.
left soon to join jerks wagon and
as | passed Rachael, she glanced
quickly up. | caught her eyes with a
blush. She was indeed wholesome If
not absolutely pretty.
Wall, those Mormons are good pro-
viders," jerks commented They'll
share with you whatever they have,
for no pay, but If you rub 'em the
wrong way or go to dickerin' with 'em
they're closer'n the hide on a cold
mule. You didn't make sleeps eyes
at any of the women"
However, | could not help but see
that the Captains daughter is pleasing
to look upon
How? His daughter
Miss Rachael"
Whoa, man! She's his wife. and
not for Gentiles. They're both his
wives; whether he has more in Utah
| don't know. But you'd best let her
alone. She's been fined to him."
This took me all aback. He was
, 1927-01-26

ties. better treatment, better appeal,
better values and economy.
To get at the possibilities of ad-
vertising, let us start with the
front of your store. Have you a
good, perfect awning with your
name painted on it in large read
able BACK letters? Does the num-
Der OF your store appear on your
front door? Is the name of your
establishment on your front window
indicating who you are, what
you are and have to sell?
This is the start of store adver-
Using Do your paper bags have
your name imprinted upon them,
also your wrapping paper? They
should. Do your sales-sheets,
statements, stationery and store
literature feature the name and To-
cation of your business establish
ment They should. Do your de-
livery wagons or trucks appear spic-
and-span and bear your name?
These are all advertising fea-
lures which many grocers overlook
or neglect. Do the price tags and
tickets in your windows and on
your shelf displays appear legibleo
Do you depend upon white water
color paint Uttered all over your
windows to sell goods? How much
better would a neat white display
card appear. with your offerings
iettered in red or black?
Education comes from Advertis-
ing. The retailer is in position to
tie up his store with the advertis-
ing of hundreds of big manufac-
turers who T featuring their pro-
ducts in the daily newspapers,
weekly magazines and monthly
women's magazines. Successful
grocers feature these advertise
ments in their window displays,
and sell more goods.
The beauty of national advertis-
ing is that grocers can tune in
on it without expense to themselves.
Millions of housewives read adver-
tisements. They instinctively won
der is their grocer handles these
advertised brands. The alert gro
Ger quickly reminds them by post
ing various examples of these ad-
v~ertisements where the housewife
may see them.
1t is a fact that readers of adver-
Using establish a standard of liv-
ing for themselves. Advertising has
stimulated greater production of
fancy and staple foods products.
Our better method of living makes
1t possible to buy at reasonable
cost articles which were formerly
considered Injuries. The entire
world now contributes to our daily
menu.
Many successful grocers today at
tribute their rise to the constant
, 1927-01-26
CARLYLE's CRITICISM

Thomas Carlyle wrote scathingly of the way the reading
public with avidity seizes upon the latest scandal news about
people unknown to the reader personally. Carlyle calls it the
evidence of a small mind, and we think he is exactly right.
Metropolitan newspapers are the greatest offenders in the
line of purveying this type of news" to their readers, catering
TO the lower minds of the community by so doing.
Legitimate information about ones neighbors, such as the
erection of a new barn, the births, the marriages and deaths
IN our community are wholesome and are outside of the realm of
impertinent curiosity, which drew the great Thomas wrath.
These are the main items carried by country weekies, along
with straight constructive matter like the doings of the chamber
of commerce and the other public bodies and officials. They
do not descend to the tattling of private scandals, or at least
when they 80 cne soon sees another newspaper for sale and an
other editor seeking new fields.
Carlyles criticism does not concern country weekles. The
small minds, completely empty, are more often found in the
great cities than in the rural communities.
, 1927-01-26
Ahead in the Grocery Business
Advice on Advertising--Making it Pay


Probably no other subject IN
present-day merchandising comes in
for as much discussion, pro and
con, as does advertising. 1t is a
wise man indeed, who can clearly
see and apply it in it's proper man
ner of functioning-who does not
expect too much from it and is
willing to analyze and cash in on
its limitless possibilities.
Grocers who have carefully read
the report of the Harvard Bureau
OF Business Research by Charles d.
LaFollette at the Los Angeles con
vention of the National Association
of Retail Grocers, will recall thai
five groups representing yearly me-
sales ranging from 100000 Il
$15O,000.00 and over, averaged
from 2 per cent to 4 per cent fol
advertising.
The sooner grocers realize ad
vertising expenditures must b.
reckoned upon for the same degree
of efficiency as salaries, rent, de.
liveries, heat, light, power. etc.
then will advertising receive the
same degree of attention. Newspa-
permen have frequently said that
grocery advertising has driven them
TO d1spair more than anything else,
An average of six hundred mil.
lion dollars is spent annually for
advertising a large portion rem.
resents food and grocer speciaItv
advertising. OF the ten billion dol
lars worth of goods sold annually
by retail stores, the food industry is
stated to represent nearly one
fourth of the total.
1t is the. function of advertising
whether of manufacturer or retail
er, to make character known, there
by creating reputation and making
u possible for the merchant to sell
-his goods with the least amount Of
"sales Resistance" The public
draws its conclusion largely upon
the faith which they have in the
statements of the advertiser.
Unadvertised goods like unad-
Vertised business, find 1t difficult
to create buying confidence in COM
parison with the strongly adver-
tised goods, or stores. Advertisine
is SO much a part of our daily lives
ina we unconsciously call for the
Things or patronize the establish
ments which are known to us.
As a business necessity, adver-
Using is responsible in a large way
Tor our present development. Its
relationship to selling is unquestion-
ed and its tendency is always to
produce larger sales-volume and
correspondingly lower prices to the
consumer. It's greatest element of
strength lies in its t%ruthfulness.
Advertising features better pro-
ducts, better service, better facili-
, 1927-01-26

They have a definite reason for
advertising each item offered. Hav-
inc dona co ,hav mt hacr of n
every oune VI seihns eneis
Advertising to be successful must
be done on a thoroughly practical
business basis. snasmodic adyer-
.... . ,..
M assA.e, 80,
- sotarm,na,;nn
=" 80 mr,t;-
80 - ahan.
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q. :. oasaotsa1 .,s,noan w. ~,
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ta~aVn. ~ - ana
- -
, 1927-01-26

appointment of a non-partisan p.n.
and fish commission with mower =.
appoint all officials of the den.s,
ment and make the departmsn,
self-supporting by its license fees
Chairman Oscar Beck OF M
game and fisheries committee ss,s
the proposed bill now being drafted
will have lot sections.
We worked night for thras
weeks on the game bill last session
and we should have a new bill 20
we can begin to iron out differ.
ences on 1t" he said.
w. C. Doloney. a member OF the
committee. said the bill is beine
drafted without consulting any
members of the committee or the
house.
, 1927-01-26
Is LIKELY ON
FISH AND GAME BILL

Anticipating a fight on sections
of the new bill being drafted by the
Wyoming Game Protective associa-
ton. Representative William B.
Cobb. of the house steering com
mittee, is urging the game and fish
cries committee to hear all repre-
sentatives interested before the bill
is submitted.
The chief aims of the bill are the
, 1927-01-26

and CONSTANT advertising of a
Slogan" Some that have been
successful are: Better Foods
Lower prices" 1.-THE Most of the
Best for the Least Good Things
to Eat" Quality Groceries at
Right Prices" Phone for Good
Food" Famous for our Foods"
stop and Shop" THE Sanitary
Grocery"
Try to get people into the habit
of thinking of your store in terms
of superiority. Dwell upon the
convenience, economy, variety,
quality and satisfaction of buying
in your store. Coordinate the eff
forts of your entire organization
into making people think of the
superior features of your establish
ment. It's all good advertising
for you.
A certain successful grocer has
three ways of advertising "Six
Snappy Specials for to-day" each
day of the business week; /, A
neat Is X % inch display card in
his front windows; IA small sheet
Inherited on the inside cover of his
sales-books and 3, a typewriter
card directly over the telephone,
all featuring his Six snappy spec
ials for today"
The increase in bis volume of
business for the first year would
surely surprise many a grocer. Yet.
he made this achievement without
added expense. He merely made
1T possible for his organization to
sell more goods through this effic-
lent mode of advertising. Try this
plan in your own store. Stare il
and Keep 1t up. 1t will pay you
The merchant cited above said:
Advertising makes further sugges-
lions possible because advertising IS
suggestion" Every one of his six
daily specials are featured with the,
idea of their suggesting purchase of
other things. And, they do Many
large stores are the result of small
stores which capitalized upon the
opportunities of advertising.
Numerous grocers employ the
"direct-advertising" or form letter
method for weekend" advertising
an3 trace sizeable results to the re-
Spouse of the wife to a letter neatly
written and mailed each week.
Others use the lists of marriage
notices and have secured valuable
and profitable patrons. HOLIDAYS
are always prominently featured.
A progressive grocer has his wife
clip the household suggestions.
menus and receipts from the daily
newspapers each week then makes
q window display of the prepared
foods, in the center of which ap-
pears the receipts and the names
of the newspaper, the latter in
many cases being very glad to CO.
operate in such unique advertising.
With many housewives price" is
given secondary consideration,
many beliefs to the contrary. Some
OF our most successful rocer at
tribute their volume to educational
advertislng-the merits, purposes
and satisfying qualifications of the
product offered. More should be
said of the contents of the can,
carton or contuiner."
Grocers who advertise constantly
and consistently set aside a GER
tain amount for their advertising
budget based upon their yearly
sales volume. They then divide it
pro rata into months and weeks.
, 1927-01-26

advertising or whatever you wish.
The appeal of your store is either
silent or decidedly loud enough to
be heard if you SO will 1t. Back of
1t is your own pride of doing.
Rassvet = The dawn., 1927-11-02
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Rassvet = The dawn., 1927-11-02

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