the ALLIANCE HERALD
Lloyd 0. Thomas, Editor John W. Thomas, Associate Editor
George Edick, City Editor
Published Every Thursday by
THE HERALD PUMUSMINO COIVIPANY
lllCOl pOI at' d
Lloyd 0. Thomas, President J. Carl Thomas, Vice-Pres.
John W. Thomas, Secretary
Entered at the post office at Alliance, Nebraska, off transmis
sion through the mails as second-class matter,
sunsciiiPTioN PRICK, i N per year in ADVANCE
if your eopy of The Herald does not resell you regularly or sat-
isfaetorily, you should phone ,'540 or drop n card to the office. The
best of Kerviee is what we Ire anxious to give, so don't hesitate to
notify na without delay when you miss your paper.
i
NFJ3RAS
iL PQFSS A5
REPUTATION
Some one has said that "Reputation is what men think of uk.
Character is what God knows of us."
In olden. times there was vastly more difference between reputa
tion and character than there is now. Because the people were ignor
ant, charlatans ami fakers of all kinds were alle to build up wonder
ful reputations that they did not deserve.
Even now in countries where the people are not educated, it is
possible to deceive them in many ways. There is a good example of
this in Mexico where only a small percentage of the people can read
and write. Nearly every man who can read and write has been able
1o gather around him a little hand of poor, ignorant fellows who actu
ally believe that he is the only man who can Have the country. He
gets theRe poor fellows to go out and kill and rob their fellow men
ami burn their homes afld destroy their business in the belief that they
are freeing Mexico. These little two-by-four leaders have built up
great reputations with a few people because the people are ignorant.
There is a vast difference between their reputations amoug these
ignorant people and their real character as seen by enlightened peo
ple. The same thing is true in the Balkans and in Turkey and in Rus
sia and in many other parts of the world jvhere the most of the people
are not educated.
There isn't much chance for people, and especially business men,
1o build up false reputations in this country. Those who do not ad
vertise or brand their goods are sometimes able to fool people for a
-while, but they usually are found out eventually.
For the advertiser it is next to impossible to build a false reputa
tion. The only way he can make money is by building a reputation
thai will bring his customers back to him time after time and by hav
ing these customers send their friends to buy his product.
There must be character back of a reputation to do that. The
Herald is careful to accept the orders of only those advertisers who
have character back of their reputation and then we try to keep our
readers so well educated as to what is going on in flu- world that they
will be able to pass intelligent judgment on the things that are adver
tised. The business of publishing and the business of advertising are
the natural foes of deceit and of secrecy the closest ally of deceit.
Every advertisement is a volunteer soldier in the army of truth.
liven when an advertisement carries a lie, it throws the lie under
the searchlight of public Scrutiny so that its real character may be
discerned. A lying advertisement becomes a badge of shame to its
creator and a danger signal to buyers,
It is utterly impossible for any (inn to build up a reputation that
will continue to bring business to them year after year unless they
tell the truth in their advertisements.
Thus by keeping the readers of this paper fully abreast of the
times and by hairing all fakes from our advertising columns we co
operate with our readers in selecting the business houses whose repu
tations are backed by honest character.
WE MOURN THE LOSS OF A GREAT MAN
In the death of Charles Tully of Alliance Saturday night western
Nebraska lost one of her truly great citizens. Known to his many
friends, rich and poor, as "Charley" he was always ready to help
Ihe deserving and to aid a meritorious cause. Those w ho have w atch
cd his career during past years have noted with pride his accomplish,
m. ills. Starling at the bottom of the ladder he quietly but steadily
climbed towards the top and was known at the time of his death as a
nuin of big affairs.
No one man has done more in the same period of time to advance
the interests of western Nebraska than has Charley Tully. He was a
man of the west and believed in its future. Active in politics and
business, he was always a clean tighter -never given to underhanded
methods hut always above board and in the open. Ilhad lie desired
he could have been honored with high office but In- preferred to re
main in the background and used his talents towards the mlvancc
incut and for the benefit of his friends In business be had by keen
foresight and good business methods made his mark.
The Herald joins in expressing its sorrow to his bereaved rela
tives and friends.
now becoming so intimate that lionds in safe deposit may be sufficient
guarantee of credit exchanges without shifting even securities from
one Hide of the ocean to the other. The Federal Hesrve Bank now
balances credits by telegraphic orders on a gold fund at Washington,
without shifting the gold. It is not difficult to helieve that the rela
tions between the Federal Reserve Bank and the Bank of England
may yei jusiiiy ine control oi international exenanges in the same
manner, under the safeguard of an exchange of securities as good as
gold.
"These uses give a value to the Liberty Loan which can be shared
with no other bonds. The modest holder of a fe whundreds or thous
ands of the world's premier security may consider that such uses are
nothing to him. That is a mistake. He may not want the loan for
inosc purposes, hut the tact that the loan has such uses adds to its
Value in IOC hands of even the smallestholdei-s. The Liberty Loan is
a national utility, whoever owns it, and its utility increases with th
universality of its ownership."
The Liberty Loan Bonds are tin- premier security of the world
today.
THE WORLD S PREMIER INVESTMENT
The law authorizing the issue of the Liberty Loan Bonds of l!17
invests these bonds with certain advantages which no other bonds in
the World, he they national, state, municipal or eorporate, possess and
makes tlicm in many respects uniquely desirable investment.
These bonds are not taxable by the nation, state, county or city;
uor w ill any war tax subsequently levied by the United states during
this war affect them. State, county and city taxes ofte namount to
as much as three cents on the dollar; the exemption from taxation of
these bonds makes them in such cases equivalent to a per cent in
vestment. An investment absolutely safe bringing in 6'.. per cent is
exceptionally desirable.
The holders of these Liberty Loan Bonds are given the right,
should the United States subsequently during this war issue bonds
bearing 8 higher rate of interest, to exchange their Liberty Loan
Bonds at par for similar bonds bearing the higher rate. Holders of
Liberty Loan Bonds arc assured that their investments will not be
impaired in market value by coming in Competition with later issued
bonds of the government hearing a higher rate of interest.
There is yet another quality attaching to these bonds which give
them a World-wide value and character which no other bonds in the
world possess, ami which will not only create the widest possible mar-
ivci ior tneir sale wncn normal times come again nut which will sta
bilize their value throughout the world. This is best expressed by
the New York Times:
"One merit of the Liberty Loan is the market which it will have
No other bond will have equal value throughout the nation, or a lik
international value. No other bond can be bought and sold on a uni
vcrsal quotation ami in leading centers in any amounts without spoil
ing the market. I here w ill always be bids ami offers tor the Libert v
1. 1 1 m m a '
i.oan, aim tney may ne cashed or nought tor cast) with the greatest
rase. The Liberty Loan will be related to the money market mor
closely than other bonds, and, furthermore, will be related to the gold
market as a consequence of having an international market.
A I 1 . 1 5 1 i . l
no eminent nun. is arc now neing exenangcu so generally ami in
such sums that there is a prospect of realization of the idle dream of
the past that a substitute could be found for international shipments
ot gold on the balance ot merchandise exchange. It is easier and
safer to ship securities than specie, and the international relations an
A TIP TO NEBRASKA AUTHORITIES
Governor Neville states that he is exceedingly well pleased with
the enforcement of the new prohibition law bv the local authorities
over the state. In a recent letter to the editor of The Herald he
states that complaints so far regarding U On -enforcement of the law
have been very scarce. This news is exceedingly pleasing to us.
But bootleggers will come to the state. And they will endeavor
to find new ways of evading the law. The following article from The
Literary Digest of dune 2nd contains a tip for the authorities over
the state and tells of evasion of dry laws by means of cider:
With reference to a recent article quoted in these columns
about the Bale of alcoholic medicine,, in "dry" territory, Mr. V. J.
Lyons, of Dalian, Texas, writes us as follows:
"It is a notorious fact that apple cider and so-called apple
base cider, containing as much alcohol oy volume as from 5 per
rent to 12 per cent, are being sold in every dry county in the state
of Texas, as well as nearly every dry state in the Union. For
Some unknown reason, the Uipted States government does not tax
apple cider containing alcohol, and even permits an apple-base
cider to be made where it can be shown the base is made of ap-
pie; and many of the wholesalers dealing in this class of goods
fortify or increase the volume of alcohol by addition of cane-sugar.
This Is shipped in kegs and barrels all over the L'ni'ed States in
violation of the prohibition laws of the several states, and why
Uncle Sam does not levy a tax on the sale of these goods, when
they contain more alcohol than most of the wine being sold, is a
mystery which is yet to be solved."
ADVERTISING BUYS LIBERTY BONDS
A news dispatch carries the interesting information that Julius
Kosenwald, president of Sears-Roebuck & Company, the great Chica
go mail-order house, has been built entirely on advertising in its dif
ferent forms. We wonder how much of these bonds Alliance terri
tory has helped to buy?
And WC also remember that this business recently declared a
dividend of fifteen millions of dollars in stock to the holders of the
sixty millions of dollars worth of stock in the concern. In other
words, in addition to the usual cash dividend of front six to eight per
cent on the stock another dividend of twenty-live per cent (in stock)
was given to the stockholders.
Such showings of enormous profits should spur the merchant in
the small city and town to a study of advertising ami the results
which it brings. He should also study advertising mediums. The
newspaper whose representative can talk the loudest is not always
the best medium. The merchant will find, upon careful study, that
Ihe medium which pays best in returns from advertising is the paper
which has the greatest bona Hde circulation among the people he
wishes to reach. Frequently merchants allow themselves to be de
ceived by the extravagant claims and promises made by advertising
solicitors. The merchant fails to get the returns, and then comes to
believe that advertising does not pay. But the mail order house,
knowing that advertising does paj', continues to advertise in every
form possible and profitable year after year taking the cream of the
business- the cash trade -right from under the nose of the merchant
who wonders why business isn't better and who decides that he must
curtail his expenses a little more and usually cuts down his advertis
ing appropriation.
The Alliance Herald offers to advertisers service given by no
other western Nebraska newspaper. Il stands in a class by itself so
far as circulation and the publishing of actual news is concerned. Ad
vertisers who give this paper a careful test find this out. One firm
which has been using our advertising columns a great deal during re
cent months has found it a paying ami result-bringing proposition.
Last week this firm's representative telegraphed us to hold space for
a half-page ad and Ihe eopy came post haste by first mail. Such ex
periences as this make us believe that we are giving the service that
pays. The argument is sometimes used that our advertising rates are
higher than in other newspapers, This is indeed true. We could
not give the service we do and maintain oifr large circulation unless
a fail- and reasonable advertising rate was charged. In spite of the
knocking and statements of jealous competitors our advertising pat
ronage continues to increase. Advertisers should remember that RE
SCLTS ARE WHAT COUNT. We always stand back of our claims
and are ready to show that this newspaper can produce results.
WHY LEAVE ALLIANCE OFF THE MAP?
In The Literary Digest for dune 2nd the Burlington railroad pub
lished a two-page advertisement headed 'This is the way to the three
ureal parks," calling attention to the fact that our three celebrated
national parks (daeier. Yellowstone and Rocky Mountain (EstCS)
could le readied ' all on one circle trip- over one railroad on
through trains." Half of the space occupied by the ad was devoted
to a birdseve man ot the middle west, mounded bv .Minneapolis. St.
Paul, Chicago and St. Louis on the east and by the three national
parks and the Rocky Mountains on the west.
Over the face of the map was shown in plain, black lines the dif
ferent lines ot the great Burlington system and at different points on
these lines were located bv name different towns of interest. At the
west end were shown such towns as Billings, (iardincr, Cody, Denver,
Colorado Springs and Ma'iitou. Although located near the center of
the map and an important railroad point, Alliance was not mentioned.
We should like to see the advertisement writers of the Burlington,
and the officials who employ them, call attention to western Nebraska
by mentioning for Ihe information of the public such towns as Alli
ance. And we would have no objection to mention of her sister cities
in western Nebraska -Sidney, ScottsblutT, Bridgeport, Crawford or
others. Western Nebraska will soon be known as the "bread bas
ket" of the United States, as far as potatoes, sugar, beans and beef
aie concerned. the great railroad system which carries the tourists
hack and forth across our fertile lands, our tables and valleys,
through our tunnels and around our buttc.s, could help us by letting
the millions of readers of our national magazines know that we "art
on the map."
We have enough wheat ami can spare some to our allies, accord
ing to the Chicago Board of Trade, which, in giving out this gladsonu
news, also announces: "We've killed the speculator ami dealt hyster
ui a death blow. A killing to be proud ot- hut it won te do to put
away the ugns; the good work will have to be kept up.
Said a calculat iutr American mother to her conceited and self
willed little boy: "Do you want m be like the Hermans?" "(M
course not," was the indignant reply. "Then don't be so sure of
your own superiority and be readv to admit--in your own mind at
least - that other boys are as sensible as you are." Much impress)
the boy tried to turn over a new leaf, but, after keeping a watchful
eye on others, he embarrassingly announced that a lot of his mdivi
dual acquaintances, old and young, are "just like the Hermans."
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133
Have You a Long Head
For Figures
??
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HOW?
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ear by useless speed, unwise .driving and constant neglect of
little things.
Be careful it means money in your pocket.
Let us overhaul your engine and put everything in tip-top
running lhape for the busy season strain. Take good care of
your ear.
NICOLAI & SON
PHONE 184
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CIVIL BEIIVK'E SCHOOL
KITTRKDOE mix.. DBJfVER
Dray Phase M
DYE & OWENS
Transfer Line
rj household goods
moved prossptly, and
Transfer Work solicit
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tg&vi 'raf.
Eadslaaea phone 6M and Bine 7
"Business as Usual" to be the National idea. "Work for every man aasl
corning power greater than ever before are certain guarantees of continue
prosperity and of an ever-widening scope to our business and industrial life."
J. Ogden Armour. Member Advisory Committee. Council for National De
fense The Finest Summer Tour in
America
Tis the Burlington Rocky-Mountain-Kast-Slope-of-the-C'onthi
ratal Divide-National-Parks tour; three National Parks on one ticket,
Kocky Mountain National Kstcs, Yellowstone and Glacier. Tour
ist tickets from East aud Central Nebraska are lionored via Denver.
Olir new Dcnvei -Cody-Billings-Central Wyoming main line makes
possible this Magnificent circuit tour, and adds to it, 700 miles of
mountain panorama between Colorado and the Yellowstone.
Let us tell yon more about Ibis wonderful trip ami send you de
scriptive literature.
YOU NOW TOUR YELLOWSTONE IN
AUTOMOBILES
J. KIllDKLHAItilf, Agent. Allianoe. Neb.
L. W. Mlktl.lt. General Passenger Ageut,
I04M Kariuun Kt., Omaha, Neb.
aaaaai i i n is