the ALLIANCE HERALD "71
r MAYDO. THOMAS, llii-lne. Mamuer jl "'"J11 3 VlUIUll
U-u ifii ir ii irii
JOHN W. THOMAS. Kdltor
K. CATIIKIUNK MtXHtF
HAItVFY E. IIIIODES, City Editor
F.di(re Hoc In I Iewrtinent
Publlniiwi every" Thursday by
TUG MGRALD PUKLISHINO COMPANY
Incorporated
fjord O. Thorn, lreiildein ,
John W,
J. Carl Ttioma, Vice Pres.
Thorn. Secretary
Entered at the post office at Alliance, Nebraska, for transmission through
the malla as scond-claM iimiter.
IN
SiinSORlPTION PRICE. $1.50 PER YKAK IN ADVANCK
If your copy of The Herald does not reach you regularly or satisfac
torily, you should phone 3 40 or drop a card to the oflke. The bent of serv-
ta u hnt we irp anr'ous to nive. so don't heHitainrto notify us without
delay when you mlns your paper.
HOW DO YOU MEASURE YOUR SUCCESS?
Do you measure jour micccks by 1 lie number of dollars you liavo
in the bank, bv the amount of real estate you bold, by tlie size of you.'
business ami its volume, or do you measure your success by the good
you have done during the past year? Too many men believe th. m
Kelves to be successful when they have pih-d up a larger pile of dol
lars than the other fellow. That, may be success in one way, but it is
not the kind of success that counts. We believe that real success
comes only when you have shouldered your share of the burdens of
your fellow men, when you have taken tip your share of the work o
making others successful and happy. We cannot all be wealthy and
wc cannot all have great power politically, but we all have the oppor
tunity of bring the real world's workers, who do what counts. The
man who takes his share of ihe responsibility of seeing that the prop
er men arc in office not. for thought of financial reward but from the
satisfaction of knowing that the officials elected are men of ability and
honesty, is a success. The man who can number his friends by the
hundreds friends won by deeds of kindness and helpfulness, is a ruc
ccks. The man who does his share of boosting for his town and his
locality, is a success. Too often the men who do this work these
successes, are not looked up to, but they have the confidence and re
spect of their fellow men and they are the kind of men (and women,
for women havellieir work) who make this country what it is today.
And when the time comes to lay them in their graves they are the peo
ple who ar missed and whose places are hard to fill. Wc should honor
the man who gives of his time and talents and who follows his ideas of
what he believe to be right, regardless of consequences.
ar
mi i. mn iiiiiiw mimi
any In yours?"
"Yes, dear heart!" he responded,
using the same corner of the hand
kerchief that she had used.
' "How sweet!" she exclaimed. "And
yours was In the ripht eye, too?"
"Yes, dearest."
"Ah," ihe thrilled, "do you sup
pose it could have heen part or tne
Fame piece of .dust that got In our
eyes?"
"I hope It was! he exclaimed fer
vently, blinking a pleasurable beam
with hia pood eye.
"Wouldn't It bo lovely, love?" she
cried.
"Oh, love, wouldn't it?" he wrig
gled. And the wind howled as though In
pain, and from the house opposite a
"Votes for Women" board fell with a
sickening crash upon the pavement.
A Slip of KHec h
It was Smith's first Sunday as ush
er in church, and he was a bit flus
tered. Turning to a lady who enter
ed, he said: "This way, madam, and
I'll sew you Into a sheet."
MILLIONS FOR-ADVERTISING
j LIFE ON THE FARM
That "life on the old farm." of which they sneak so feelingly at
Indiana society banquets, is all right. Wc have no doubt of that. But
we sometimes idly wonder how its advocates explain away little bits
of human testimony like this actual letter front a 7-year-old boy, a
pupil of Miss Mary Julius in the llobison school at Stocktpn, 111.:
You have wanted to know what I do after school. I pick the eggs and
get In the wood and I feed the chickens and get hay down for the horses
and cows and I get In the straw and 1 bed them and I milk some of them
and 1 have to give the cats some milk and I water the chickens and I get In
Borne water in to and 1 bed the horses and cows and I set the table and 1 pit
the knives and forks on then 1 put the plates on and then 1 put the saucers
and then i pit the cups and then 1 put the sugar on the table and then I put
the Jallie (jelly) on the table and then 1 put the spoons on and then I put
the honey on the talbe and then I pit the sauae on the table and 1 pick up
chips and I take and set the thinks in the seller.
"The letter stops abruptly here," comments the editor of the
Stockton Herald, "but the young author explains that he then goes to
bed, so that there is nothnig more to write about. We are sure none
will grudge him a good night's rest."
We should say not. And, much as we love the idea of the dear
What the Song Said
A young newspaper niu.n, who lives
at Fulton, on the Kentucky-Tennessee
line where the trunk line of the
Illinois Central road crosses the
Louisville and Memphis division, was
at the station not long ago and over
heard a conversation between two
Fullinan porters who met upon the
platform.
One of the pair, a Southern darky,
was a depositor of a savings bank
which had just gone Into the hands
of a receiver. He told his friend,
who was an educated negro from
Chicago, of his misfortune.
"It sho la hard luck," he bemoan
ed. "I'd done put two hundred and
seventy-five dollars in dat bank, and
now she's busted up on me and I rec
kln Ise lost all niah money."
"Oh, I don't know," said the Chi
cago porter reassuringly; "maybe the
suspension is only JuBt temporary."
"Mebbe bo, mebbe so," was the
melancholy answer. "But you knows
what dat song dey's all slngln' says:
'It's a long, long way to Temporary."
Ai-moiir Ollicial at Deliver Outlines
Pifm's $200,000 Campaign In
Address before Ollicial
Undersized
Pat's boss was treating him to a
thimble-slze glass of his best old
stock, and thinking to impress Pat
with his liberality, he said:
"Pat, that whisky is seventy years
old."
"Faith," said Pat. "if it is, It's
dang small for its age!"
"Six hundred million dollars a
year is spent in this country for ad
vertising, and yet I hear people ask
whether advertising pays. If it did
not pay, do you think the people who
spent that enormous sum would have
added 160,000,000 to it last year for
the purpose of Increasing their ad
vertising?" M. F. Harris, head of the advertis
ing department of Armour & Co., of
Chicago, put the above proposition up
to that company a selling force yes
terday afternoon in a talk to them on
the advertising campaign which the
company has under way for the pur
pose of increasing the distribution of
its products.
The talk took place at the com
pany's offices at 1522 Twentieth
street, in an Informal conference be
tween the salesmen and the advertis
ing department officer.
Mr. Harris first pointed out some
of the difficulties which were en
countered in the earlier advertising
campaigns. It was found that gen
eral advertising of a number of prod
ucts in the newspapers once a week
for a period of a few months did not
produce the desired results. The
campaign was discontinued.
"The spasmodic campaign is a
thing of the past," he Bald.
Then he outlined briefly the cam
paign which the company began last
February and which involves the ex
penditure of approximately f200,
000. The appropriation for the
newspapers was f!25,000.
The newspaper campaign was then
supplanted by a 90,000 campaign in
the magazines. Five mediums were
chosen which reached the desired
class of people In the territory to be
served by the newspapers. The copy
for the magazines was designed along
similar lines to that used in the news
papers. This was followed by window dis
plays which were planned to tie up
the newspaper and the magazine ad
vertising with the dealers. Store
.' igns were used and all were design
el to carry the Impression of Ar
mour's brands with the consumer un
til the purchase was made.
Mr. Harris said that while the
i.ianufacturers In this country spent
?600,000,000 for advertising it was
ct ill a fact that not 40 per cent of the
people specify the brand wanted
when they go Into a store. The ad
vertising puts the customers In a
frame of n-.ind, however, to accept
the advertised brands when offered
them.
The proposition was made to the
selling force to test out that effect of
advertising. He suggested that each
salesman ask a salesman, in a retail
store to offer a nationally advertised
brand to each customer who did not
name a brand for a period of one
week and see if they did not all ac
cept them. Then, for the next week.
offer those products which were not
advertised, and see what would be
the res ults.
The personality of a salesman has
much to do with following up the ad
vertising, he said. He referred to
one salesman who made it a practice
to know the first name of every man
to whom he sold goods, also the first
name of every employe of the store,
- He would know their birthdays and
occasionally would call them on the
phone to congratulate them, or when
sick, send them a bottle of grape
Juice. This salesman, he said, won
an automobile for obtaining the best
results.
In sneaking of the $600,000,000
spent for advertising, he said $230,-
000.000 of that amount went to the
newspapers, $35,000,000 to the mag
azines, $80,000,000 to billboards and
signs and $125,000,000 to premiums.
The rest went for calendars, novel
ties and farm publications.
He said that many people said the
consumer pays for the advertising.
This was not true. Advertising in
creased the production to such an ex
tent that the cost of production was
reduced.
In 1903 automobile manufacturers
turned out 3,700 cars at an average
cost of $2,125. Last year they turn
ed out 1,700,000 cars at an average
cost of $715. Advertising increased
the output and the increased output
reduced the cost. Denver News.
PUBLIC NOTICE
The attention of the citizens of Alli
ance Is called to city ordinance -o.
38. an ordinance io prevent me ac-
rnmulatlon of snow, Blush and ice on
he sidewalks and to provide a penai
y for the violation of the Bame:
Be It ordained by the mayor and
council of the city or Alliance:
pr 1 That it snail oe uniawiui
for owners or lessen ui iuio. mium
he corporate limits oi Alliance, i
braska, to allow any snow, tsiusu or
ice to accumulate or remain u
sidewalks adjacent to Bam iui iur
more than twenty-four nours aner,
such accumulation.
Sec. 2. If any person or peiBuun
fail to remove sum snow, iuu
Ice for a period of twenty-four hours,
the city marshal shall remove .he
same and report cost of such removal
the city council, ana Biicn rsu
saiu juui"-
Mayor.
G-tf-62 58
We Apprec iate the Compliment
P.. M. Moran, well known Ilyannis
Btockman, sends Ttie iieraiu cu-
for a year's subscription and says,
"Thought I would take The Herald
mr nnother year. You are running
a very good paper.
gestlons
for you
Piano at a Bargain
Customer near Alliance is unable
Before to finlsn payments on piano contract
Do You Keloiift?
If you like the old town best,
Toll 'mn ar,'
old white farmhouse with its green shutters, and so on, we would not If you'd have her lead the rest,
blame that 7-year-old if he finished his day's work by hooking onto a I Help her grow!
vvnen mere a unyiiuuK io uu
Let the fellows count on you!
midnight local for the biir city. That's what he eveuutally does, as a
jnattcr of tact. uoeky Mountain News
You'll feel bully when It's through,
Don't you know!
If you want to make a hit
Get a name!
If the other fellow's It
Wbo'a to blame?
DEMONSTRATOR DOES GOOD WQRK
' The members of the Box Butte County Farmers' Association arc
to be complimented on their wise judgment in voting to continue with
ft farm flrkmniiutrntjir fro flm vitop IQIfi Ttin vi-rn!- l rm ititu
end it was the fust and consequently the hardest, by F. M. Seidell! rdeyy0Uur nlh JrtekelTKwn;
cuumy mini lu'inuiiNiruior, in nox nunc county was wen worm sev- Give the mail concern a rrown
eral times the expense. It must be remembered that the people of That'B the game!
Box Butte county were assisted by th govrnment for half the expense, u youre used to giving knocks,
which is a feature of this work well worth considering. Mr. Seidell. Change your Btyle!
workinar under the direction of the exnerts of the United States Do- Throw boquets instead of rocks
v, - -
partment of Agriculture, has accomplished much in 1915, and will ac
complish greater things iu 1916. The farmers who were interested
and who lent their assistance in the farm demonstration work all feci
well repaid for the necessary time and slight expense. They have ex
pressed themselves in favor of HELPING MAKE 1916 THE BEST When a stranger from afar
YEAR BOX BUTTE COUNTY EVER HAD Comes along.
Tell him wno ana wnai we me
mimmi w m - I M8t 11 oil vug.
WAivn ukuvy lJUKlttU lsio Needn't flatter, never bluff.
Alliance is going to make an unusual growth during the year Tell the truth, for that's enough
1916. It will grow not only in a business way but in the number of Join the boosters they're the stuff,
new buildings constructed, m the number of people who come here to The Clyde (N. Y.) Herald.
m a niiw nsv.iAa . i . nri I I mmi.t i... ... . i. a i. . -
tuanc Mini minim, uut mm iu uicc ami UClCCr UUOUgU lllc leeilllg
of public ppiritedness and confidence tha thas been engendered in the
town by those who live here and who know. Construction was start
ed the first of this week on a $15,000 addition to the Alliance Hotel.
beginning the campaign, the com
pany's label for all super-quality
products was standardized. It brot
out the name of Armour, the name of
the product, and showed the package
it Bel f.
We will turn piano over to first satis
factory party who will pay balance
either cash or five dollars per month
Write Schmoller & Mueller Piano
Co., Omaha, Nebr.
5-lt-6265
to
shall be assessed against
erty as a spal
r. ti. iiu.iui
I have no sug-
to make tor us neiiermeni.,
are doing very well."
Dean Shaw 0Krated On
Dean William Carson Shaw of St.
Matthews Episcopal churcn was op
erated on Monday at the hospital for
gall stones. The operation was a
serious one, but The Herald is pleas
ed to report that the Dean is improv
ing and that he will unuouDieuiy wuu
experience a complete recovery.
Clothing for Sale at City Mission .
There will be found for sale at the
exchange at the City Mission many
new and second hand garments, in
cluding underwear, sweaters, snoes,
etc., at very moderate prices. These
articles have been donaiea io cue
Mission by the clothing stores of the
city and by private parties, and the
proceeds go to the support of the
Mission.
Basket Hall (iame Saturday
On Saturday of this week at the
high school gymnasium will occur
the second matched game of basket
ball between the Methodist and
Christian teams. This game promis
es to be one of the most exciting of
the year, as the teams are quite even
ly matched. Both the Junior and
the Intermediate players will be rep
resented, one game being played in
each division. A small admission
of 10 cents will be charged to
defray expenses. The first game will
start promptly at 7:30 o'clock.
Old papers for sale at The Herald
office. Five cents a bunch; six
bunches for a quarter.
For a while. ,
Let the other fellow roast.
Shun him as you would a ghost,
Meet his hammer with a boast
And a smile.
"I
are
re-
This is the Life
Two mald-eervants met on their
"afternoon out".
ntr.iiA Ciinnl" trie one.
Proprietor Drake of the Drake Hotel is planning on spending several haven't seen you lately. Where
thousand dollars iu additions in the spring, a number of new buildings you now?"
nre nlnnnpil wnrlr to ctnrt na coon nia uraimai urao t, All t I "Got a situation in Newton,
which goes to show that Alliance is constantly going forward that it plIfn Newton?' Isn't it awfully Blow
will not stand still and that it cannot eo backward.
Slow!" reDlled the second gin,
with a laugh. "The house i m in is
I a cnurcn at
station right
staiton at the
convince the most skeptical that our club has found the pace that fourth corner. Yesterday there was
wins Hip rnno TToml.l ro,toc nyrtnJ n ,-A,,ii n ii,: I a irrnnil funeral at the church, the
: i ah: . j ft . , J Tr , , ... Iflra hrieada was called out three
r. ' " "urs """ iu ine ieaa among XNeorasKa cities .7- a -"5 two men were run in by
01 11s size ana also leads many cities of several times its 6ize. This re- e police, all in one day! And the
port should convince the business men who do not belong, that the couple I'm living with are always
Mo I shouldn't call it
loin and throw their financial unci moral siiimnrt to ita wnrt v.iroiv I slow 5
ARE YOU PROUD TO BE ONE OF US?
A careful examination of the semi-annual report of the Alliance fLVpTror'ner afire'sta
Commercial Club, printed on the first page of The Herald this week, opposite and a police stall
citizen owes it to himself and to his business interests to heln the work
of the Alliance Commercial Club. HELP MAKE 1916 THE BEST
YEAR ALLIANCE EVER HAD.
Father's Idea
Gertrude was home for the Chrlst
hniMnvn and in her honor the
nA folks were holding a reception
And in their honor Gertie brought
forth her new Karments.
Picking up a beautnui creaiion sue
COMPARING MERITS AND DEMERITS
SDeakin? of William J. Rrvn "Doe" n;rlv in Ka noli
department of The Nebraska State Journal admits that he does not M " "?.Tbe(.?? hen dfnln!Crun7ni
is a tuous? Just think, all this silk
nvnujf ttutni ui una rtrpuiuic, aim nearer ngtii on most issues man
the Bapheads who criticize him."
EDITORS AND ANGELS
The Sioux City Live Stock Record of recent date contains an edit
orial on the subject, "Difference Between Editors and Angels," and
disposes of it in six double-column lines. Brother Hartman, who is
quite an editor out does not claim to be much of an angel, shows con
1 ' 1 il l.w 1 .. . ..........
, . . . . . . 1 1 JU..
came irom me liiue inbigumcaui
worm." . .
Her hard-working father looked
moment, his brow furrowed.
"Gertrude." he said, "that is not
the way to refer to your father
Prom Dust to Dust
It was the glorious autumn, but It
wo a art n1 a n si H 11 at V n st tha 11 at
clusively that there is a difference between the two, but in the limited beat mercilessly into 'their faces as
mqd I n A a ttswa.n VimbaII aL. J ' . r - t .1 1 I I V. a wah ma mam a.4 n .Unn ,va.v. ajl
uocs noi miiy aescriDc tne aiiierence. T.ri.i :
jjiu vu bcv iu iu 'vui ejen, uar
lino' Iia BtihAil 9 rr i.. .trawlntr hAl
HWi aiv bAAinuuaaii IcloselTta htm.
That noise like distant thunder that rolled into Alliance from the! "Yes. sweetheart," she murmured
south, while the New Year'n hella wa n'nc-inw at T5r1niVht lct rv; I searching for her elusive handker
rt o tr ui ryTit woo Vn -4l. 1.. T. a 1 1.1. t I Chief.
.w,,, . u. ..wioo UA aii riu4mwj. ii wm mo rumuie 01 "Which eve. beloved?" he Dressed.
tne water wagon getting into motion down in Colorado. "The right one. love! Did you get
F
IB)
0)
U y
I will sell at public auction at my place fourteen miles south of Alliance, and adjoining the Her
man Smith ranch, on
January 12, 1916
at 10 o'clock sharp, the following described property
7 HEAD OF HORSES 7
CATTLE
10 head of Cattle consisting of the following:
Milk Cows
Yearling Heifer
1 Yearling Steer
3 Calves
IMPLEMENTS and HARNESSJ
2 Sets of Harness
1 Hay Rack
1 Wagon
1 Spring Wagon
2 Mowers
1 Rake
1 Sweep
1 Plow
1 Cultivator
1 Buggy
1 Carpenter's Tool Box
1 Grind-Stone
100 Chickens All Hay in Stack
FREE LUNCH AT NOON
TERMS Cash or Note acceptable to your bank.
MINNIE STAFFORD, Owner
H. P. COURSEY, Auctioneer
F. J- WAS, Clerk
I
f