B
THE OMAIIA SUNDAY BEE: MARCH 29, 1903.
8
7-
MRS, PALMER AND GOSSIPS
Fame of Wealthy Chicago Woman
Heard Frequently..
SIR ERNEST CASSEL AN ADMIRER
Mildred Carter, Daeabter ef Atner
Iran Secretary, Creates Fnrore
la English lety by
Her Beanty.
INDON. March 8. (Special.) I do not
doubt for a momrnt that., If King Edward
himself were a bachelor, that every busy
busybody. Dame Rumor, would engage him
to Mf. Potter Palmer. The wealthy
Queen of Chicago" surely must be very
tired of denying the persistently re-oecur-
rlng reports of her capture by Cupid. Some
little time ago It was Lord Munster; more
recently the king- of'Bervla. and now It Is
whispered that she has at last capitulated
to the wlelder of the bow and arrow and
has bestowed her heart and her great for
tun( upon Sir Ernest Cassel, one of the
richest men In England and the , king's
greatest "pal."
If the report be true I envy Mrs. Palmer
her future position. Sir Ernest owns
Hrook house, the finest house In Park Lane.
When he bought it, a few years back,' from
Lord Tweedmouth, it was one of the larg
rst houses In London, and, one would sup-
pose, plenty big enough for a bachelor.
Perhaps there Is some connection between
this rumor of his engagement to the Cht
rago widow and the fact that he has re
cently built an addition to the house. The
woman' who Is fortunate enough to become
the mistress of this mansion, assured as
lie la of the very closest friendship of
the king and queen, will surely be one of
the social arbiters of the English smart set
Most Heartless Woman.
Tn my own mind there is a very serious
doubt that Mrs. Palmer will ever try mar
rled life again. She has been called the
most heartless American woman In Lon
donand that 1s saying a whole lot. She
regards vvery man who is especially sweet
iinnn her as a fortune-hunter. Some little
time ago, I am told, a close friend of Mrs.
Palmnr's asked her If she would ever
mnrrv again. Her emphatlc'.reply was:
"I would not marry on archangel If he
came oU of heaven.",
Of course, on such a subject a. woman
annot be depended upon to say what she
enlly means that Is, not If she is a wise
woman, and no one ever accused Mrs. Tal
.Tier of being aught else. Therefore, her
ply can hardly bo considered as evidence
in the present case.
It would be Impossible for even Mrs.
Palmer, with all her money, to accuse Sir
Ernest Cassel of fortune-hunting If he is
really1. seeking to become her husband. His
"pile" Dj amplo enough to Include hers sev
eral times over and something more to
boot. He Is a German Jew who has fought
. his way up from the very bottom rung r.f
'.An ladder, financially and socially. It is
voromon knowledge that his attraction In
theyes of the king la his great wealth
Hid he Is ono of the small band of rich
men who surround Albert Edward, Into
whose well filled pockets the latter can
thove his hand at will. . .
Popular American Girl.
Beautiful Mildred Carter, the daughter of
Rldgeley Carter, first secretary of the
American embassy,- seems to be qualifying
for thertltle of tho most popular American
(Irl of jthe season.' We have been hearing
or soifln time past of the handsome Amer
lean fctrls who woiild be seen in London
lorletyliis season, but up to date tho ful
Mildred is the only ono who has created
anything like a sensation. At Lady Ports'
mouth's party the other night she was lit
rally .mobbed by her admirers. She Is not
1
especially shy, but thla excesa of attention
seemed to emberrass her and she finally
followed her father Into another room In
an effort to get rid of some of the scion
of nobis families who crowded about tier.
But In vain. She waa the center of attrar-
lon during the whole evening to the envy
of her less fortunately endowed sister guests.
Her style la typically American and she
has almost perfect features small and
beautifully cut. Her eyea are soft and very
expressive. Added to these attractions she.
or her mother, understands the art of
dressing and she has adopted the pictur
esque and clinging style of garments. It Is
eminently suited to her tall, graceful svelt
figure. At the crush I speak of she ap
peared In pure white and. silver. Her satin
frock spelt Paris In every fold and line
and Its draplngs of tulle could only have
been conceived in the Rue de la Palx. A
cloud of tulle swathed her shoulders, above
which rose her shapely white throat and
her little flower-like face.
Indifferent to Admiration.
No woman can be unconscious of beauty.
yet this girl gave me the idea that she was
indifferent to the admiration that she was
arousing, or that she was totally unaware
that she was the loveliest creature In the
place. She Is either a very clever actress
or extremely Innocent, Mildred Carter ought
to marry brilliantly. The gossips are al
ready busy making suggestions for her fu
ture and she Is, said to have at least one
duke at her feet.
Had it not been for the intervention
of her American aunt, I am told, the
marriage of Miss Llster-Kaye to Captain
Vaughan a few days ago would have been
a miserable fiasco. Kvery effort was
made to keep the facts from the public
ear, but the father and mother of the
young bride could not help showing their
disapproval of the conversion of their
daughter to the religious faith of the
bridegroom. The bride had a lively tiff
with her parents Just before the cere
mony and the father finally refused to
give his daughter away. The dowager
duchess of Newcastle, who is related to
the Llster-Kayes by marriage, stepped
into the breach and tried to smooth things
over, but was unsuccessful. Finally Lady
and Sir John Llster-Kaye, the former of
whom was Nattca Ysnaga of New Orleans
before her marriage, and a sister of Con
suelo, dowager duchess of Manchester,
came to the rescue and the latter took
the place of the father and stood by the
unhappy bride during the ceremony. Lady
Llster-Kaye made a great fuss over the
bride, creating the impression that she
was anxious to make up for the attitude
of the rest of the family.
Lady Kllenborough Again.
' Among the guests at the wedding was
another American woman, whom every
body was surprised and yet delighted to
see. Lady Ellenborough, who was Her
mlone Schenley of Pittsburg before her
marriage about a year and a half ago
and who brought her husband several
millions. She has been seen very little
tT society since. Her strenuous husband
draxs the poor woman to all sorts of
Ood-forsaken and uncivilized corners of
the world. But those sojourns "among
savages do not seem to have destroyed
her taste in dress. She was beautifully
gowned . In blue and gave the Impression
that she still manages to keep posted
about the latest decrees of dame fashion.
Some of those who were fortunate
enough to be across the channel at the
time and attended the long-talked-of party
of the American embassy In Paris have
returned with glowing accounts of the
affair. The Whites were always famous
for their hospitalities, but they out-
Heroded Herod on this occasion. The
decorations of the house are gorgeous;
the grumblers say far too gorgeous, and
so bright and full of color is the house
that it Is most Important that you select
your gown with tho utmost discretion,
else it will clash with the background.
For the party. I am told, Mrs. White
had over from New York a) ppecial Amerl-J
can chef and no end of American confec
tionery and sweets.
She Is, unfortunately, in poor health
and seemed very tired aa she received her
guests. Her gown was a vision of taste
and beauty in white satin worked with
peurlH and diamonds. I believe she la
coming to spend some weeks here during
he season for the sake of her young
daughter. LADY MARY,
LIVES OF TfllRTIEN SAVED
Thief's Bogns Child Induces Judge to
Gat Commutation.
BAND IS EXILED TO SIBERIA
One of tho Many Schemes leed In
Poland to Soften Henrta (
the Magistrates la
Charge. ,
YOU MEET ,
TWO MEN
HEY impress
you well, one
as favorably
as the other.
"Men to be
trusted" you
think. There comes a
critical time you need
a friend. One man fails
The other stands by
you, helps you proves
out. It is the same with
Ml
shoes. Different lines re
semble each other, style
features are identical.
One line does not stand
trouble the other does.
The Gotzian Shoe stands
the test. It "fits like
your footprint."
Droo on a line for oar book on
spring styles. It will help you to
choose your master noea.
C GoUiaa & Co., St. Faal.
Mineral Waters
The mineral water business haa for
many years been a specialty with our
firm. We buy our waters direct from the
springs or if a foreign water, direct from
the importer. We are thus able lo make
the lowest possible price, and Ao abso
lutely guarantee freshness -and genuine
ness. We aeU 100 kinds. . Lowest prices
by cat or dosen.
Wrlta for Catalogue.
MXBJCAJf ft alcCOaTXELI, DBUQ CO,
Cor. llth and Dodge.
Owi smvo coMAjrtt
Cor. llth and llama '
LONDON'S TRAFFIC PROBLEM
Parliament to Select Commission to
Granple with Qaratlon that
4 la Baffling.
LONDON, March 27. (Special.) London
ers are beginning to realize at last that the
problem of conveying them from their
homes In the suburbs to their work every
morning and back again at night is becom
ing Increasingly serious and one that must
be grappled with and settled at once It
disaster, financial and otherwise. Is to be
avoided. Accordingly, a bill will be intro
duced at the present session of Parliament
for the appointment of a London traffic
commission, which shall have autocratic
powers over the companies and public
authorities concerned in the business of
carrying passengers within the London
area.
Tho fact Is, that London, although the
oldest and greatest of cities, and one of
the best equipped In many of the conven
iences of life. Is ages behind the times in
the matter of traffic facilities. It began
dimly to realize this fact some years ago,
ano then began a feverish race to capture
what every one saw at last was a great
source of revenue, before that It depended
on the crawling old horse omnibuses and
almost equally slow and much dirtier "underground."
The awakening was due, of course, to
tho foresight and genius of an American.
Charles T. Yerkes came along, saw a gold
mine that ,Was not being worked and
straightway, aet about working 1L lie
planned a wonderful system of underground
railways "tubes," they are called here
and he built most of them. He died, how
ever, before the system was completed and
before his plana were fully worked out
and the Yerkes tubas art I now in as bad
a muddle as the other London passenger
carrying companies. ,
His example caused the directors of the
underground to wake up and electrify their
line. They electrified the line, but . they
have not been able to make It pay, and
tbelr last conditicn Is worse than their
first.
In New York or Chicago one may ride
twenty miles for 6 rents, and if one rides
only a block or two the charge Is the same.
The companies make money by this sys
tem. In London the theory lsthat one
must pay for exactly what one gets. The
local traveler In London may have a 1-cent
ride, which will take him about half
mile,, but if he wishes to get across Lon
donabout the same distance as from the
Battery tp ths extreme northern limits of
New York it will cost him anywhere from
15 rents to 96 rents, according to the route
Which he adopts, and it will take him about
two hours. ' In addition to that he will have
to change vehicles at least four times.
When tho companies realised a few months
ago that they were making no money, they
decided that the only remedy lay in raising
the fares, which they did by reducing the
distance that . one might ride for two
cents, without saying anything about it to
the public. Tlit public naturally resented
this policy and retaliated by walking wher
ever iothan -
Great Sale of High Grade Elastic Folt Mattresses
A Selling Event Ttiat Should Appeal to All Classes of People
TIip Tropic Store recently ron tract oil for five hundred cotton felt mat tresses and have divided them into two lot. Lot No. 1, consists of 250
rotton felt mattrrsno, each mattress weighing 45 pound and Is covered with a high grade ticking. lt No. 2, consists of 250 high grade cotton
felt nmttresses, each weighing 05 pounds and covered In a beautiful satin finish art ticking.
Kvery mattress sold bears both ours and the maker's guarantee, and fco certain are the makers that these mattresses will give absolute satisfac
tion, that they have authorized as to offer them on THIRTY DAYS FREK TRIAL, and If they are not entirely satisfactory, you do not need to keep the
mattress. Remember the sale Is next Monday, March the Soth and for one day only. See big display In our window. Read detailed description of
Mattresses below.
WARSAW, March J8.-(SpecuU.)-To ths
clever acting of a young girl, the sweet
heart of one of their number, and the
assistance of a baby Arrowed for the
occasion, thirteen precious young Russian
scoundrels owe their escape from the hang
man's noose. The men were members of
one of the worst and most daring gangs of
thieves and highwaymen that ever infested
this part of the country. They were found
guilty by court-martial and the penalty is
death, a fate, by the way, which they
richly deserved. At the psychological mo
ment, however, Just before sentence was
passed upon him, the accommodating sweet
heart and the bogus bsby were brought In
and the former was married to the young
est of the prisoners. A few tears on the
part of the wife, a prolonged screech on
the part of the baby, who thus showed his
objection to having a pin stuck in his leg
and the hearts of the Judges were melted.
Instead of the death penalty the sentence
of the thirteen was commuted to twenty
years' imprisonment each.
The funniest part of the whole business
Is that neither the police nor the Judges
suspect to this day that they were bam
boozled by an ingenious plan concocted by
one of the prisoners. The real facts of the
case were told to me by the mother of the
child which played so large a part In the
comedy.
"on of n Worklngman.
Stanislas Lukaslak, the youthful prisoner,
who married under the shadow of the gal
lows, was the son of a respectable work-
ins-man. He was apprenticed to a lock
smith and worked In that capacity for some
time. When the revolution broke out In
Russia Lukasiak was, like most young
men, dragged into the vortex of strikes
and demonstrations. He, with many others,
lost his place, and, driven to desperation.
determined to become a bandit. He Joined
a bandit society which styled itself "The
Working Man's union" to disguise its
nefarious nurnose. There were thirteen
members, whose ages ranged from 18 to 25.
They had no political alms, but exerted all
their energies to robbing the rich wherever
they could. Being well armed, they were
very successful. More than one death Is
laid at their door, as their victims often
offered resistance. For over three years
these thirteen youths were the terror of the
country. In that time they robbed offices
and private people of upwards of 100,000
roubles. It waa while he waa a member
of "The Working Man's union" that Luka
slak met Marya Borkowska, the girl who
was eventually to save him and his com'
panlons, and became engaged to her. Ho
did not, however, tell her how he got his
monev and when he was arrested, as he
eventually was, and taken to the citadel
of Warsaw, she had not the slightest idea
that he waa guilty of the charges laid
Bgalnst him. Stanislas and his twelve com
panions were tried by court-martial and
the lawyer they employed assured them
that sentence of death was Inevitable.
Commntntlon of Sentence.
The thirteen then put their heads to
gether and deliberated upon some means
of getting this sentence commuted. FortU
nately for them life Imprisonment does
not exist In Russian law. After sentence
of death there Is nothing heavier than
twenty years' hard labor. Bo they racked
their brains for a means of escaping the
Impending death sentence. Twenty years'
hard labor was infinitely preferable to the
harsher punishment. At the end of that
time the oldest of them would only be 45,
and there was clways a chance that a
coronation would be the means of cutting
off another five years. But the official
who presidd over court-martials are par
ticularly hard upon bandits. Some eight
or ten are hanged nightly in the Warsaw
citadel. One night, since these men were
arrested, as many as thirteen were hanged.
To the members of the "Working Men's
Union" this coincidence of numbers was a
bad sign.
Suddenly one of the men, known by the
name of "Lanky," hit upon an Idea that
Immediately appealed to all except Stanis
las.
Stanislas Is going to save us all!" he ex
claimed, and unfolded his plan. "You've
got a girl to whom you are engaged," he
said. "She's got to do the trick."
Lukaslak remarked despondently, that
being engaged to a girl did not help any
of them much when he was likely to be
hanged by a rope within a few hours.
'Before you hang by a rope, you've got
to be married to that girl," said Lanky.
The president of the court martial, Gen
eral Uversky. looks a good old buffer.
We'll try and play on his feelings. You've
got only today to do It In, because the
trial will be over tomorrow before dark
and It will bo all over with us before the
next day dawns. You must ask permission
to see your betrothed and tell her to get
hold of somebody's baby the younger it is
the better and be ready to come here with
It tomorrow afternoon. You must apeak
to the lawyer tomorrow morning as soon
as he comes to the citadel, and tell him
you want to marry the girl you've lived
with hefore you're hanged, so that your
child shall have civil rights and not be a
nameless outcast."
Slar on Girl's Name.
At first Lukaslak said he would not cast
such a slur on his girl's name for any of
them. But the others soon persuaded him
that It would be far better than hanging
and that. If he were hanged after all, his
sweetheart would be none the worse, as
she would be free to marry whom she
liked. v
Prisoners inder sentence, or even likely
to be put uneer sentence of death in the
near future, are allowed to see visitors,
Marya happened to come that same day to
the citadel, and agreed to the yoUng ban
dtt'a proportion. She even said she would
go to their lawyer and tell lilm the -story
"Lanky" had concocted and Induce him to
see the president of the court-martial that
same day.
The lawyer fell Into the trap Marya went
with the borrowed baby in her arms and
posted oft to the citadel, where he saw
General Uversky and obtained from that
astounded man permission to bring Marya
and a priest to the citadel next morning
The following day the trial of the thir
teen bandits was continued. The proceed
ings were short and were expected to end
before evening. As there was not the
slightest doubt that they were guilty of the
most daring robberies committed in the
country for many years, they were pretty
certain of being condemned to death. At
o'clock General Uversky told the court that
there would be ten minutes pause, as one
of the prisoners had asked and obtained
leave to get married before sentence was
passed upon him. Lukaslak waa then led
guarded by a strong convoy of soldiers,
Into the next room, where a priest, Marya
(with the bogus baby In her arms), her
mm
g)75 .
For this Useful
Kitchen Cabinet
Terms I $1.00 Cash and 60s Weekly
(Exactly like cut). Mnde of kiln
dried stock and Is provided with
two large, 60 lb. flour or meal
bins, two good sized drawers for
kitchen cutlery and a meat and a
bread board. The upper cabinet
has two glass doors anil plenty of
shelf room. Worth double w.hat
we ask.
Extraordinary Sale ol High Grade Elastic Felt
MATTRESSES
SOLD ON
.Thirty
Days
Free ,
Trial
TERMS i
$1.09
CASH;
$2.00
MONTHLY
COTTOX FELT MATTRESSES are absolutely the best and most sanitary
mattresses made today. They are made In a high grade quality of elastic
felt and are composed of loose flaky sheets of the finest cotton. Kvery
fiber of the rotton goes through a special process, making It the most sani
tary and comfortable mattress made. We guarantee them to be perfectly
germ proof and not to lump or mat. They never need to be made over, aa
Is the case in hair mattresses. For Monday's celling we have divided them
Into two lots. Lot 1 consists of 250 cotton felt mattresses,
each weighing 4 5 pounds and are covered in a high grade
of durable ticking. The regular value of this mattress is
113.50; the special selling price for Monday is the remark
ably low one of
Lot No. 2 consists of 250 cotton felt mattresses, each weighing 55 pounds,
are covered In a satin finish art ticking, making It
far superior to any hair mattress. These mattresses are
worth regularly 118.50 special price for Monday's
selling for
iviaea mem
8.75
5 pounds,
$12
12!!! 3
For thin boeU
I fa! CHINA
CLOSET
Terms, fl Cash, Boo 'Wsakl
(Exactly like cut). Made
of solid osk of carefully ee.
lected quarter-sawed grain,
lias bent glass end of dou
ble strength, grooved
shelves for platen and In
extra well made. An excep
tional bargain at the above
price.
an.....
iA., AA
UnUJLLLiT
2650
1
m
m
ft S..1 hant ?.R5fi f .. r- .
ift-aOEWsl jttsstwjjgii Jj-fln
UU.III I IHMWIIUMjyj i 1.TSOIIM lMuimilillil-a
For This Superb
BED DAVENPORT
Terms: ta.50 Cash and 92.60 Monthly.
(Exactly like cut.) Made of solid oak of a beautiful
grain, the upholstering Is In imported velours of an
exquisite pattern. These davenports are constructed by
skillful workmen and can easily be converted from a
davenport to a comfortable bed.
I
1375
For this Beantifnl
Tiger Brussels Rug
Furnish ws sen ont
ruruisu J1P5SX of Town on
ri.i IVllM ' mants. Write
,blr. W Air ilr U -V ss Vm.
We'll ! toHSff siJH ft.wmiffiiiffli
w
Tsrmai 91.00 Cash; 60o Weekly.
The size Is 12 fret by 9 feet. They are mnde
of a high grade Tap'stry brus.Mcls carpeting
thnt Is guaranteed) to wear well and keep their
color to the very Inst. Large assortment In
bet and floral effects. An extra value at the
above low price.
Carpets and Draperies
XHOKAIN CAKrXTS Good quality and ACt
designs, 60c value, special
BRUSSELS CARPETS Good quality. 'K'7i
choice designs, 80c value, special....
ITOTTIITQKAM XtACE OUSIilXI Extra
widths, good quality, $2.50 value, fi?- JC1
special, per pair
CLUKT IiA.CE CURTAHrS--Good quality,
neat design, $3.00 values, special, E fli
per pair JpX.OO
1450
For this Excellent
zz gas range:
Terms I 91.00 Cash; BOo Per Week.
Guaranteed to cut your gas bill one-third.
Kntlrely different construction from all other
gas ranges: easy to operate no unpleasant
odors. Consumes more oxygen than any
other gas ramge, hence costs you less.
Famish
the
Homex
1 A7 5 lor (Ms Besutifol Peaes
"IT tal EXTENSION TABLE
Terms 91,00 Cash; BOo Weekly.
Made of wolid oak of a selected grain and
highly polished. Best of construction, 6
foot extension. An unusual value at the
above price.
BIO
VALUES
For This
Folding,
Reclining
1612 & TADNAM STREETS. OMAHA.
CKB rXOn.ES rUBXITURS alO CAKPBT CO. ZST.
Ste Our Xilne
of Collapsible
GO-CART roldin 0o-"
Tsrmsi SOo par
VTeek.
(Exactly' like
cut). Has full
reed body of
selected reed,
and reed daah
pntent axles
rubber tired
wheels, and full
steel gearings,
fancy parasol
and all the lat
est Improve
ments; an extra
special value.
mother and sister were awaiting him. The
president and the elewn generals who
formed the court also came In, watching
the short ceremony with considerable In
terest. tVhen it was over bride end bride
groom took leave of one another. Both
wept copious tears, for they had little hope
of seeing one another again, and the baby,
jabbed with a pin at the proper moment.
added hia voice to the din. The twelve
generals were visibly moved and so waa
the lawyer.
Woman Stays Daring Trial.
Marya begged leave to be present during
the rest of the trial and was allowed to
take a seat in court. Lukaslak waa led
back to the dock and the trial went on.
In half an hour it was finished and, in a
husky voice, the president passed-aentence
of death upon the thirteen prisoners. Poor
Marya fainted and Lukaslak burst into
tears. The court retired and the prisoners
were led back to their cell, to gloomily
await the sequel.
Boon their lawyer appeared. He said that
the court, although obliged by martial law
to paBS sentence of death upon them, felt
strongly - moved to recommend them, and
especially Lukaslak, to mercy. Death sen
tences of this sort are usually confirmed
by the governor, general of Warsaw, who
signs them almost as soon as the trial is
over, so that the prisoners are quickly dis
posed of. But General Uversky determined
that these thirteen should, if possible, be
spared. He wrote a petition to the gov
ernor general and presented it himself. The
sentence was commuted to twenty years'
hard work in Siberia and perpetual exile In
that country 1
All the bandits were delighted and
"Lanky took the credit of It to himself.
There is no doubt that, had Lukaslak not
married Maxya at the very last moment
of their trial, they would Jiave been hanged
before the next sun shone. But the cere
mony broke the monotony of these daily
courts-martial and, Marya being young and
pretty, appealed to the romantic element
that everybody, even old generals, possess.
Marya will be able to Join her husband in
Siberia and travel there at the expense of
the government. With "Lanky" to advise
them, there Is little doubt that the enter
prising thirteen will shift very well for
themselves, even in that uninviting country.
PERFECT
Used by people of refinement
Established in 1866 by
Spring Announcement
1908
We are new nlsplaylng a meat
eompUte Uae f foreign novel
ties for spring an sanuns
wee.
Teas' early lnseeotlea Is In.
tted, as it will axfore. an op
portunity of ehooniag f rum a
large iiaku of eaelnaiv
trie.
we laapert la single malt
wagtaa ana a eon oannot
topiloaiea.
Donald
tpilosiea.
An erne nlaoea law n.v ha
teUvereA at you oosvtuOeaoe. -
Unit?
TAILORS .
317 South 15th Gt
ISTABUSHID 1997.
rrrrjn rra? .curbd without the knife
I J I I I I I v3"s Fistula and all rectal diseases cured under a potl-
I i I I I I I " Ji- 1 live guarantee. No money till cured. Kxamtnation
Li U I free Call or write today. Da. IDWIIO B.
-s r-ff. a XLMWH, 93 Building, OiuaJie, bxaaka.
ABOUT ADVERTISING NO. 3.
The Tailor Who Paid
Too Much t
by Herbert Kaufman
I was buying a cigar last week when a man dropped into th
shop and after making a purchase told the proprietor that he had
started a clothes shop around the corner and quoted him prices
with the assurance of best garments and terms., .
After-lie left the cigar man turned to me ancPsaidi iJl lli
"Enterprising fellow, that, he'll get along." ,p"
"But he won't." I replied, "and, furthermore, I'll wager yon
lhat he hasn't the sort of clothes shop that will enable him to."
"AVhat made you, think that!" queried the man behind the
counter.
"His ideas are wrong," I explained; "he's relying upon word
of mouth publicity to build up his business and he can't interview
enough individuals to compete with a merchant who has sense
enough to say the same things he told you to a hundred thousand
men while he is telling it to one. Besides, his method of advertis
ing is too expensive. Suppose he sees a hundred persons every
day. First of all he is robbing his business of its necessary direc
tion and besides he is spending too much to reach every man he
solicits." 1
"What makes you say that?"
"Well, as the proprietor of a clothes hhop his own time is so
valuable that I am very conservative in my estimate when I put
the cost of his soliciting at five cents a head.
"Now if he were really able and clever he would discover that
he can talk to hundreds of thousands of people at a tenth of a cent
per. individual. There is not a newspaper in Chicago the adver
tising rate of which is $1.00 per thousand circulation, for a space
big -enough in which to display what he said to you."
"I never looked at it that way." said the cigar man.
It's only "the man who hasn't looked at it that way'Vwhoi
hesitates for an instant over the advisability and profitableness
of newspaper publicity.
Newspaper advertising is the cheapest channel of communica
tion ever established by man. A thousand letters with one-cent
stamps will easily cost fifteen dollars and not one envelope in ten
will be opened because the very postage is an invitation to tho
wastebasket.
If there were anything cheaper rest assured that the greatest
merchants in America would not spend individual sums ranging
up to half a million dollars a year and over in this form of attract
ing trade. '
(Copyright, 1101. Tribune Company, Cblca4;
V