Milford chronicle., 1928-12-21
ONE PERIL OF WINTER

If ness that is caused by the various
J. forms of influenza, grip, harC
T" colds, etc. Absences from work OIL
D account of these maladies are ;
II severe blow to industry and bust
q ness. The delegate to the Nationa
a Safety Congress were recently in
formed that 20 per cent of al
claims on benefit associations made
for illness, were made on account
: of influenza or grip.
i Now if people could only avoid
getting these diseases, they would
save themselves discomfort, doc
5 tors bills, loss of wages, and dan
ger of serious illness.
The people who keep out in the
5 fresh air all they can, who venti-
late their homes thoroughly, who
are careful to take a good amount
of physical exercise, are the ones
who stand the best chance to es-
cape such infections. Fresh air is
wonderful medicine. 1t costs
nothing to take it, and there is
plenty Of it here in Milford.
ONE of the phrases most common
ly heard in teaching the art of ad-
vertising, is attention value" The
student is taught how to discrimi-
nate between business notices that
have a good attention value and
those that lack it.
1t is pointed out that while a fat !
and commonplace advertisement
performs a certain service in keep
ing peoples names before the pub
lie, yet that many more people
would give their attention to that
notice, if it seemed more practical
and direct. That is what is called
attention value. An ad that quotes
the price of certain definite articles
and lines, has much more attention
value than one that just gives the
name of the concern and tells where
it is located.
The principle is established in
such instruction that the value of {
an advertisement depends upon the l
amount of attention that it excites. t
This principle is based on the idea, v
that any kind of an enterprise must G
nave the public attention in order to e
win out. If people simply ignore it, b
f they forget its existence, if that Il
concern makes no impression on C
hem, its plans for winning business il
lave no attention value, and that b
concern needs to change its meth v
IDS. Men and women must be train I
d to write advertising that will ii
old attention, and Milford has open cl
ngs ready for them. al
Every business concern needs e'
ONE clear, definite, and practical
Ian for getting the attention Of the ia
ublic. Just opening up a store re
oes very little to get it. Making te
n attractive show window does te
omething more. Doing good faith 81
III work with what customers hap VI
en- along accomplishes something, k,
ut in creating attention value, in
rade comes slowly in that way. es
Good practical advertising, de- e!
cribing goods briefly and telling in
hat they cost, has the highest kind nj
f attention value. A living con- th
ern that advertises on that plan OF
hould obtain as much attention
alue in one year as it could in five cl
r ten without advertising. HI
%ee C,
HOW TERRIBLE IT IS to read be
ewspaper accounts of fires at to
hristmas time. This is the hap al
lest season of the year, especially OF
If children, but fires often bring ci
and death, creating roar Sc
lg furnace of flames where but a 81
lort time before had been joyous ar
ONE. So
Yet simple precautions will pre- IN
ent holiday fires: ha
When using a candle in your yo
indow, be sure it is an electric DO
lie, properly wired, as they are gen. tn
ally safe. re
If you have a Christmas tree, set yo
up securely so it cannot topple
-er. Don't place it near heating or
yhting fixtures. sta
For trimming the tree use only bo
,n-combustible materials such as an
etal tinsel, fake asbestos and pow do
red mica for snow effects. So
For Illuminating the tree, lighted the
ndles should never be used. Prop wa
ly installed electric lights are SAT- :
and give a colorful effect, but for
fest of all is colored spotlight the
,ussed on the tree. as
Again it is necessary to caution T
okers to be careful with their boz
ltches and smoking materials near 900
es and decorations. Of course, deb
ep matches out of the reach Of ura
all children. T
Ro@ the
F A business is going to advance, The
heads and managers of that bus for