Sol
C 4 4 J "W
ipiattamoutb
1
KO. U
VOL. XXXII.
PLATTSMOUTH, NEBRASKA, THURSDAY, JANtJARY30, 1913.
I ADVERTISERS
Publisher of New York Globe
Makes Appeal for Newspaper
as Advertising medium.
From Friday's Daily.
That the newspapers of the
country are becoming recognized
an the leadinsr methods of reach-
C ing the public throughout the
country was demonstrated in the
I .1 . l ; I rn . . . . 1 .. . . X .
Fpeecu uewvcreu luesuaj in nuw
York by Jason Rogers, the pub
lisher of the New York Globe.
The speech, which contains some
very vital truths, was in part as
follows:
Mr. Moses and members of the
Associations of American Adver
tisers: It affords mo great
pleasure to be with you today and
personally explain the efforts I
kavo been making during the last
year to show the better grade of
newspapers throughout the coun
try that their great future de
velopment lies through closer co
operation with advertisers.
Much of the lost motion and
waste in modern business enter
prises that are largely dependent
on advertising for success is rep
resented by a misconception of
Hie relations which should exist
between the seller and buyer f
publicity.
According to my concept km of
the proposition, I lie advertiser
should absolutely demand that
every medium in which he spends
money deliver known and proved
circulation as a perquisite of a
contract. Unless this is done you
place a premium on the man who
can most eloquently back up
false statements.
As you all know, the big city
4Liy newspapers have tried to
pet together through the Daily
Newspaper club, and are now
JSUSliy eilrilen III UJliln i.i i i,"iii-
plelc the organization of the na
tional newspapers, composed of a
paper or two in each of thirty or
, more cities.
These and other attempts have
been and will be ineffective be
cause they are wrong in concep
tion not broad and big enough
to meet the condition that eally
exists. The metropolitan pub
lisher who sits in bis luxurious
ffico and imagines that he is do
ing the general advertiser a serv
ice in permitting him to buy un
proved circulation is not the sort
of material out of which to build
a lasting and effective structure.
No national advertiser can get
maximum results by using big
city papers alone, no matter how
much the big city papers would
like to make him think so.
During the past two years I
have traveled nearly .00,000 miles
in the United Slates, calling on
red-blooded and successful small
city newspaper publishers in con
nection with the organisation of
the Associated Newspapers, which
has to do with the purchase and
distribution of feature matter,
such as stories, comics, etc.
Alter all tins traveling, miring
which I nat.uarlly dug up infor
mation regarding advertising and
distribution, I was brought to a
fuller recognition of the heavy
expense and the difficulties con
fronting a man or concern wish
ing to sell his goods'or place them
on sale throughout the country.
I commenced to work the thing
out from a purely newspaper
standpoint. I was brought to the
fuller appreciation of the fact Unit
the dominant small town papers
are just as important in the
working out of a nation-wide
campaign as the big city papers.
Is it worth while for us to go
ahead and cement ties between the
four or five hundred daily news
papers that cover the country,
that are read by every citizen in
the country and can be brought to
stand for circulation verification,
decency and sanity?
This can be done. But it re
mains for ndvertiscrs or manu
facturers to say whether it is
worth while.
Is it worth while for the news
papers to provide an organization
primarily designed to give you
gentlemen improved facilities?
Why not enlarge the representa
tion in your organization and co
operate with us so far as you can?
Your present organization with
eighty members, nearly all very
largo advertisers, it is true, at
say $200 per year would be many
times as effective if it had 1,000
members at $50 per year, and you
would bo in a position to investi
gate every worth-while medium at
least once every two years, be
sides carrying on all the other
details.
There is efficiency in numbers
as is proven by the whole de
velopment of modern business.
When we are able through a
single representative to present
for your consideration facts re
garding one, three or five hundred
communities, including papers
that will guarantee their circula
tion figures, secure information
regarding the names of dealers
and who can assure you of the co
operation of the dealers in your
line, and thus secure for you
everything in fact that your own
representatives would have to
travel hundreds of thousands of
miles, at a cost of many thou
sands of dollars, to procure, I
think that you will agree with me
that an organization such as 1
am advocating will he worth while.
Your organization should be
wholly representative and include
every worth-while advertiser, if
only for the additional power it
would give you to produce the end
all of us, who are trying to do
business effectively, seek.
The man who buys anything
wants to know how many of any
article he is getting for his money.
He may he buying eggs fur
theatrical purposes, but just the
same ho has them counted to be
sure he is getting iii to the
gross.
It should be just the same in
the puchase of advertising space.
Gentlemen, you must insist on
knowing how much, or you are
placing the premium on the liar.
So long as you will pay real
money for unproved circulation
you will be gold bricked by the
wily crooks who know enough to
ask you three or four limes what
they expect to receive, with the
full satisfaction of knowing that
if you pay them even one-third of
what they ask they will be secur
ing a higher rate per line per
thousand than the fellow across
the street who does business on
the square.
Every business has its own
problems to work out. Success
often hangs on the elimination of
minor factors of waste. The
circulation liar and bunco ste?rer
selling hot air represents an
enormous waste in business de
pendent on advertising.
When you call on every medium
in the land to file a circulation
statement of the samo identical
form, carrying with the return tho
right to verify the figures, and
every member refuses to do any
business wilh any paper that will
not respond, you will he well
started on the road to effective
economy worth many limjs the
temporary inconvenience such an
effort involves.
Kven the affluent big city papers
which at present ignore your re
quests will think twice before
taking a step which means tho
cancellation of nearly every for
eign advertising contract on their
books.
Newspaper space can bo bought
in exact accordance with dis
tribution of goods and in co
operation with selling effort for a
full 100 per cent efficiency, timed
lo the hour, and taking advantage
of changing conditions.
Jones, who sells your goods in
Buffalo, N. Y., is more interested
in your advertising in the Buffalo
News, in order to directly reach
people who trade at his slore, than
if you used pages in all the maga
zines in a general way.
Likewise, it is true of Brother
Jones in Salem, Mass., where the
Salem News dominates, and so on
in city after city throughout the
land.
Business success nowadays
consists in backing up Jones, who
sells the goods. The more goods
Jones sells the more money you,
tho manufacturer, will make.
Back up Jones by local news
paper advertising wherever you
can find him and cut out tho pur
chase of fine conversation and of
beautiful imagination.
If you go at Jones right he will
probably spend somo of his own
money matched up with yours for
advertising your goods in the
paper that he knows will bring
customers who will buy goods.
Hitch up Jones in tho right
way, in co-operation with his
home town paper, and you will
agree with me that newspaper ad
vertising cuts out every item of
waste and produces selling
efficiency which, when linked with
distribution, is nearly 100 per
cent fine.
u ra
The Library in Need of Funds and
the Manner of Raising Same
Was Discussed.
From Friday's Daily.
The library board held their
regular meeting last evening at
the public library and transacted
quite a good deal of routine busi
ness, including the hearing of the
report of the librarian, .Miss
Jones, as well as one on the cata
loging of the books in the library.
The work of cataloging the books
has put the library to considerable
expense ;md the board has found
it necesasry to try and raise more
funds and the commill.ee will
solicit small subscriptions from
the business men oT the city to
aid this worthy enterprise. The
funds which'wero given to tho Y.
M. C. A. by the different clubs and
societies of the city should be
given over to the library, or a
part of them at least, as this
library is one of the best institu
tions in the city and one from
which every family in the city
would derive a great benefit.
There is hardly a family in the
city that does mil have some
member taking books from the
library, and every cent contributed
to that, institution is brought
back lo the donors in the new
books purchased, and a great
many of the volumes in the
library have become so tattered
that they are unfit, for service and
it will be necessary to purchase
new ones lo replace lliem.
The Platlsmoulh library has
performed a wonderful service in
furnishing books to the public and
the citizens should recognize that
fact by giving as liberally as pos
sible to maintain it at its present
high standard, and we hope to be
able to slate shortly that th.i dif
ferent amounts given to the Y. M.
G. A. have been donated to this
most, worthy cause.
The board also will recommend
lo the city council the name of A.
L. Tidd as president of the board
to succeed N. C. Abbott, as well
as W. G. Brooks lo be a member
of the board lo succeed Mr. Ab
bott. COW FALLS ON LUKE
WILES WHILE ENGAGED
N IN MILKING HER
From Friday's Dally.
Luke Wiles, residing just west
of this city, had a very painful ex
perience last evening while en
gaged in miiking one of his cows.
Tho animal is young and was just
being broke lo milking and Mr.
Wiles had a rope tied around the
animal to prevent her kicking and
was engaged in milking when in
some manner the cow becamo
over-balanced and fell over on
Mr. Wiles and he was compelled
to cry for help in order to get out
from under the cow. Tho animal
was finally removed and Mr.
Wiles rescued and a physician
summoned, who found that, he had
not received any broken bones,
but was badly bruised and strain
ed, and Ibis morning Luke was
very sore and stiff in one of his
legs, so much so that he was un
able to gel around.
roil SALE 8-room cottage,
electric light, gas and water in
house. Five blocks from post
office. Price low if taken soon.
Two lots. V. M. Mollis.
3-t-d-2t-wkly
SHERWOOD & SON
0ISP0SE0F THEIR
STOCK OF SHOES
From Friday's Daily.
Yesterday Sherwood & Son, who
have conducted a shoe store in
this city for many years, closed a
deal whereby they sell tho re
mainder of their slock of goods
to tho firm of Orkin Brothers of
Omaha, who will at once begin in
voicing tho stock preparatory to
removing it to their Omaha store,
where it will be put on sale. The
firm of Sherwood & Son decided to
retire from business some time
ago and since that time have been
selling their stock out at bargain
prices, when the opportunity was
offered to dispose of the entire
stock to tho Omaha firm at a
reasonable price. The deal was
consumated through the Omaha
Realty company, of which Charles
D. Cummins, formerly of this city,
is president, ho being associated
with his son, Djan, in the busi
ness. This firm has just started
pusiness at room 031 Paxtnn
block, in Omaha, and have made
several deals of importance dur
ing tho short lime they have been
in business. Messrs. Sherwood
are desirous of disposing of their
building here, and have already
received several offers on it that
look very good. Just what, line of
business they will engage in has
not been fully decided upon, but
it is to be hoped they will con
tinue to make this cily their home.
MUSICAL RECITAL
AT THE HOME OF
MISS KITTIE CUMMINS
From Friday's Daily.
. "I ho5e fortunate enough to be
pre&'.'nt at the home of Miss Jul lie
Cumuihvs in attendance at the
faculty recital under the auspices
of the University School of Music
of Lincoln, and rendered by Mr.
Arvid Samuelson, surely enjoyed
a musical I real. The program in
nil, as published in these columns
for the past two evenings, with the
exception of I he last number, was
given, and in its place he rendered
A la bien aimee Valse, by Schutls.
To mention each number sep
arately would be useless, as it
would bo a very difficult task lo
say which would be the better, but
perhaps the last number, Mosz
kouski's Elude in C major, would
deserve special mention, as his
rendition of this number was of
a very finished manner and show
ed much careful study and train
ing. The selections from Chopin
was also a very excellent number.
Mr. Samuelson very happily re
sponded to the hearty encorse by
rendering "To a Water Lily," by
McDowell, and "Humoresque," by
Dzorak. The only regret at the
evening's entertainment was that
it was all too brief. In spile of
the fact that there were a number
of other entertainments in' the
cily, the attendance was very
good, being composed largely of
the lof-al pupils of the University
School of Music, their parents and
friends.
PACIFIC JUNCTION
' COUPLE MARRIED IN
THIS GITY FRIDAY
Yesterday afternoon County
Judge Allen J. Beoson was called
upon to perform the ceremony
uniting tho lives and hearts of
Mr. Curtis Harris, aged 27, and
Miss Martha A. Slikes, aged 27,
both of Pacific Junction. The
judge united the couple with his
usual impressive .manner and
spoke eloquently to the young
people of the step they were about
l.o lake. John Heed of Pacific
Junction accompanied the young
people to this city and witnessed
the ceremony at the court house.
Tho wedding parly returned to
their homo on the afternoon train.
A Want Ad In the Journal will
bring what you want.
Very Pleasant Meeting.
From Friday's Dally.
The Ladies' Aid society of the
M. E. church held a verv nleasant
meeting in the church parlors yes
terday afternoon. Tho hostesses
on this occasion wero Mesdames
Orpha Hall, Josio Cecil and Ida
Campbell, and they proved most
excellent entertainers, as a most
enjoyablo afternoon was had.
there was a large number in at
tendance and the usual business
session was held at tho regular
time. Delicious refreshments were
served, which were likewise most
thoroughly appreciated by tho
ladies fortunate enough to be
present.
LARGE DELEGATION OF
RED MEN WENT UP TO
OMAHA LAST NIGHT
From Friday's Dally.
Ouite a large delegation of the
local lied Men were passengers
last evening for Omaha, where
they attended the initiation of the
Sutton booster class of 500. who
were conducted into tho mysteries
of the. order at the session of the
grand lodge, and I hey were de
lighted with the treatment ac
corded them by I he braves of the
metropolis. The lodge at llieir
session today is considering' the
care of I he orphan children of de
ceased members who are in needy
circumstances. The order con
templates legally adopting every
orphan child of deceased mem
bers, but instead of placing it in
any institution will allow its
mother or nearest relatives a
weekly allowance for its support.
The evening's program will con
sist, of an entertainment, followed
by a banquet and informal dance
given at Continental hall for the
visiting lied Men who are in
Omaha attending the sessions of
Iheg rand lodge.
LYMAN HOWE'S MOV
ING PICTURES AT THE
PABMELE LAST NIGHT
From Friday's Daily.
The Lyman II. Howe moving
pictures last, evening attracted a
full house at the Parmeb; theater
and everyone who saw tho pic
tures were loud in their praise of
them, as lliere were some mighty
line films displayed. The travel
pictures shown were most beauti
ful and instructive and lliere were
a number of llio comical pictures
shown, for which the Howe show
is famous, and they were well re
ceived by the audience. These
pictures aro in a class by them
selves and one thing that greatly
pleased the large audience was the
absence of I he w ild and wolly west
and blood-letting pictures that are
so prevalent in the common pic
luro shows. The company expects
to return next season and they
vill receive a hearty welcome from
the lovers of good, clean moving
pictures.
Now With the Journal.
Waller Moore, who has been
foreman in the Republican ofilce
for the past year, has severed his
connection with the office and left
Saturday evening for his home at
IMattsmuulh, his home town,
where he has a position with the
Daily Journal. Walter is a faith
ful worker and a steady young
man, and I he Republican w ishes
him nil possihle success. Auburn
Republican.
New Janitor at Postoffice.
The government building in
this city is in charge of a new
janitor today, J. D. Parker having
assumed tho duties of that ofilce,
which was formerly held by Frank
Clans. Mr. Claus resigned the
posit ion a few days ago to accept
one in the Burlington paint shop,
and Mr. Parker was selected to
take his place.
Motorcycle Bargain.
Double cylinder 5 H.-P. Indian
motorcycle, recently overhauled
and in fcood running order. Price,
.fsri.on msh.
Edgar Sleinhauer,
COMMERCIAL CLUB BAN
QUET NEXT WEDNESDAY
T, FEBRUARY 5TH
The banquet commit tee of tho
Commercial club has completed
arrangements for that event that
w ill be held Wednesday evening at
Coates' hall. Matthew Gcring, tho
eloquent attorney of this cily,
will officiate as toastmaster for
the occasion, and several lino
speakers have been secured,
among them Hon. A. W .Jeffries of
Omaha, F. T. Darrow of Lincoln,
civil engineer for the Burlington;
District Judge 11. D. Travis, and
Joe Kelley of the M. E. Smith com
pany of Omaha, and with theso
distinguished orators tho occasion
ought to be one long remembered
in the annals of the city. Tho
ladies of tho Methodist church will
servo the banquet, and as tho
memory of the last one is fresli
in the minds of those, who attend
ed, there is no need to state that
it will be a most elegant one. Tho
committee will start out at onco
to place the tickets and everyouo
who figures on a! lending should
secure them early.
A Most Pleasant Affair Given In
Honor of Judge E. F. Grey
of Fremont.
From Saturday's Dally.
One of the mo.sl pleasant
gatherings of the members of tho
bar occurred last evening at tho
home of Attorney William A.
Robertson, when he entertained
the local members of the Cass
county b;v in honor of his father
in law, Judge E. E. Gray, of Fre
mont, who is here visiling at the
Robertson home.
The rooms of I lie handsomo
home were thronged with (ho
members of I he legal fraternity
and they enjoyed themselves dur
ing the evening al. cards and also
a red-hot chess contest, which
was participated in by several of
the legal gentlemen who are very
adept, at (lie game, and the even
ing was one thai brought, out
much good feeling among all the
members present .
During the course of the even
ing Mrs. Robertson, assisled by
Miss Mabel While, served a most
delicious luncheon, which greatly
aided in making the evening one
of the most enjoyable that tho
lawyers have taken part in for
many days. Mr. and Mrs. Robert
son have just recently moved into
their new home on North Sixlh
street, ami the gathering last
evening was somewhat in the
nature of a "legal" house-warming.
The guests for the pleasant oc
casiou were: District Judge If.
D. Travis, Clerk of the District
Court J. M. Robertson, Attorneys
C. A. Hauls, Matthew Gering-,
Thomas Walling, D. O. Dwyer, J.
M. Leyda, County Attorney Tay
lor, A. L. Tidd, 11. B. Windham, M.
S. Briggs, J. E. Douglass, County
Judge A. J. Beesoii, Judge Gray of
Fremont and W. A. Roborisou.
Returns Feeling Fine.
Mrs. A. F. Seyberl, who has
been recovering from the effects
of an operation, which she under
went some w eeks ago at Iminanuel
hospital in Omaha, came down
last evening and will visit a short
time at the home of her father,
Peter Keil, in the west part of tho
cily. Mrs. Seyberl is feeling
much improved over her previous
condition and her friends hero
wero delighted lo see her in such
an improved stale of health-
Child Breaks Limb.
From Saturday's Dally.
The little 5-year-old daughter
of August Slohlman met with a
peculiar accident on Wednesday
of last week. Sho was playing on
a couch and jumped to the floor,
breaking tho front bone of o; o of
her ankles just abovo the shoo
lop. Medical attention was at
once given her and at this writ
ing the little sufferer is gellinp
along nicely. Louisville Courier.
ENTERTAINS THE BAR
OF PLATTSMOUTH