ALLIANCE HKItALD, IfAIlCH , 117
the ALLIANCE HERALD
LLOYD C. THOMAS, llunlneM Manager
JOHN W. TIIOMAm. Krtimr
GKOIUilO KI)I K, City Kditor
lubluhx every Thursday by
THti HBRA.LD HUrt .IHliNO COMPANY
Incorporated
, O. Thomas. President J. Carl Thomas, Vic Pre.
Jotiu W. Tliouiaa, Hoc rotary
"sintered at the post offl Alliance. Nebraska, for tranaBlaalon through
U nalis aa eecond-claaa natter.
BUDSCniPTION PK1CE. 11.60 PER YEAR IN ADVANCK
If your copy of Tbe Herald doea not reach you regularly or satlsrse
r11y, you abould phone J40 or drop a card to the office. Tb beat of serv
ice la what we are ant'oua to give, eo don't hesitate to notify ua without
fletay waen r 'aa your paper.
BOOSTING ALLIANCE BY BRINGING BUSINESS
BY JOHN W. THOMAS, KD1TOK
Many schemes arc proposed for promoting the business inter
ests of small cities, Imt a large part of them arc impracticable, some
fccinp absolutely visionary. A city, or even village, that does not
kave a boosters' club or a community club or a commercial club or
ome other rganixation, thru which the air castles of its sentimental
members can be constructed sky-high, is looked upon as a back num
ber; but did it over occur to you how few of the boosting proposi
tions are really practical or if adopted would be of any material ben
efit to the townt
As an illustration, near enough homo for everybody to know
what we arc talking about, is tho following: Recently a great fur
ore was raised over a one hundred thousand dollar hotel that was
to be built right away quick in Alliance. Whoop-la! How we do
jut on city airs!
Now 1 would like to see. a $100,000.00 hotel built in Alliance
this year. If some man or men who havo plenty of money could ex
tract enough pleamiro out of it to repay them for the outlay. Such
a building would bo a nice thing for tho city, too, and in some ways
-would, no doubt, bring additional business, Hut kindly listen to me
a moment, Mr. Business Man: You know and so do I that if we
ould secure the trade of twenty ranchmen, who do not now patronize
this city, it would mean more in increasing tho business Alliance
Merchants than the building of a hundred thousand dollar hotel.
Another point to this argument: It's a question whether it is
possible to secure a hundred thousand dollar hotel soon. Men who
have money sufficient to finance that kind of enterprise are not usual
ly visionary and they will probably do somo figuring before going in
to it; but getting more ranchmen and farmers to purchase goods in
Alliance, instead of elsewhere or sending to mail order houses for
them, is a practicable proposition and within reach if properly gone
after.
When 1 came to Alliance more than eight years ago and entered
the newspaper business, 1 soon discovered that farmers and ranchmen
were not trading as much as might be expected in the leading city of
this part of the state. 1 was surprised by the comparatively small ef
lort made to secure outside trade. There was a grab for "pay-day"
Business from the railroad men, which is a very good class of business
to have but limited in amount. For one or two issues of The Herald
ieforc the middle of each month wo would have big display "ads"
Jrom merchants, ssine of whom would then drop out of the advertis
ing game until the next month.
1 could not help but sec that The Herald could boost for Alliance
y reaching the neglected trade. Accordingly a campaign was put
n and has been continued unremittingly to make a larger territory
tributary to the city. All persons connected with the paper have co
operated unceasingly in this effort. How well we have succeeded we
are willing to leave to any broad minded business man, who is con
versant with the facts, to judge.
Other western Nebraska newspapers have done splendid work
Jor their home towns, but it is a well known fact that not another
f ublication in the state, outside of Lincoln and Omaha, has given the
ity in which published the amount of favorable publicity that The
Herald has given to Alliance. This point needs no argument. You
know it is true, and so do thousands of other people.
This work has not always yielded a profit; often it has been clone
at a sacrifice. Many times more money could have been made by con
iiiing ourselves to the home business of the city and neglecting tho
utside boosting; but we believed that the course pursued would in
time be appreciated and bring reward and we still think so.
Do the business men of Alliance appreciate the work done by
The Herald? 1 believe most of them do. It may be that a few do
aot, those who would rather quarrel with their competitors over the
trade that conies from within a half mile of Box Butte avenue than
aeach out into the large territory beyond, from which patronage can
lac drawn that is really "velvet" in building up the business interests
f the city.
As to circulation, it may be that other papers have In limited lo
calities a larger number of subscribers ; but 1 have been trying to
show that the paper that is of the most benefit to Alliance as a whole
is the paper that draws the most trhde to the city, and you very well
know which paper is doing that. I am absolutely confident that The
llerald had a larger total circulation during the year 11)16, in the ter
ritory from which Alliance draws trade or may do so, than anv other
ftapor; and I fully expect 1117 to be a repetition of 1916 in that re
ject. ;,;vi
Last year it became evident that, unless there was a decline in
price of paper and cost of other material, it would be necessary to in
crease advertising rates. The increase was made .January 1st. A
.rontiidcrahlc advance was made in the juice of small, display adver-
tiscments, the handling of which takes about as much time and "over
head expense" as do the larger ones ; but a "sliding scale" was
adopted under which merchants who purchase space to the amount
f 500 inches or more within a year are given a rate not much in ad
vance of former prices. Hates on reading notices and classified ad
vertising remain the same as before, five ceuts per line per insertion.
By consulting the advertising columns of the paper, not only this
edition but subsequent issues also, readers of The Herald can keep
themselves informed as to the business men of Alliance who show
their appreciation of the good work above mentioned in a practical
way. Friends of the paper can show their appreciation by patroniz
ing the business men who advertise.
Macy yesterday afternoon at 2:30.
Miss Hazel Johnson, a member of
the faculty of the Alliance schools,
was hostess Saturday evening to a
number of her friends at an Infor
mal affair held at the James Hunter
home.
The Woman's Guild of Saint Mat
thew's Episcopal church met yester
day afternoon at the Parish home.
Mesdames Shaw and Drake were the
hostesses. Dean Shaw was In at
tendance and explained the work of
the Woman's Guild. A part of the
time waa devoted to the making of
various linens needed for the altar.
At the meeting of the P. E. O. so
ciety held Monday afternoon at the
home of Mrs. Percy Cogswell, 802
Cheyenne avenue, the annual elec
tion of officers was held. The newly-elected
officers are: president,
Mrs. Sam Tlllett; vice president,
Mrs. Percy Cogswell; recording sec
retary, Mrs. W. Rumer; correspond
ing secretary, Mrs. M. O. Hargraves;
treasurer, Mrs. E. E. Hall; chaplin,
Mrs. W. E. Cotant; guard, Mrs. F.
E. Holsten; Journalist, Mrs. Marcus
Frankle; pianist, Mrs. It. It. Red
dish. The state P. E. O. convention
will be held thla coming June at
Fremont. Delegates were chosen to
attend thla convention aa followa:
Mrs. Sana TUlett and Mr. E. A. Hull.
Mrs. Persy Cogawell and Mra. F. E.
Hostea were ehosen as aternates
For luneh each guest brought some
thing, the name of which began with
the Brat letter of her name. Next
Monday the society will meet with
Mrs. R. R, Reddish, the date being
March II.
The Ladles' Auxiliary of the Pres
byterian church are holding a series
of cycle-teaa for the benefit of the
church. The first affair was given
by Mrs. F. G. Hitchcock Monday af
ternoon. There were fifteen guests
In attendance. A dainty lunch was
served and a pleasant afternoon en
Joyed by all in attendance. The plan
calls for at least one of these affairs
each week, athough It la possible
that two may be held some weeks.
Verne Ijalng whs host Monday af
ternoon to the members of the lxjyal
Lads Sunday Bchool class of the Uap-
tist church and the teacher, Miss
Thelnia Westley. A brief business
session was held after which a social
hour was enjoyed. Refreshments
were served.
Mrs. Chase Fcaglns was hostess to
tho T. O. T. club Thursday afternoon.
Cards provided the principal enter
tainment. A dainty luncheon was
served to those present by the hostess.
The Ladles' Aid of the M. E.
church met yesterday afternoon wiih
Mrs. C. A. Dow, at her home, 823
big Horn. The program was well
received and all had a good time.
The Junior boys of tho Baptist
church were entertained Thursday
evening by Elmer Johnson, 316
Cheyenne. Following a social hour
during which games were plr.yed a
delightful dinner waa servcu by Mrs.
Johnson. Following tho dinner the
playing of Lotto occupied tho atten
tion of those present, the winners
being awarded prise candy.
The Ladles' Aid Society of the M.
E. church will meet next Wednesday,
March 14, at the home of Mrs. W. E.
IiOtspeich, 507 Toluca avenue. The
serving committee for this meeting
is composed of the Mesdames W. E.
Lotspelch, Waddell, Gibson and U.
B. Lotspelch. It Is desired that
there be a large attendance at the
meeting to be held next week.
Themingford DEPT. s
on the Potmesil ranch in the Dun-
lap neighborhood.
Mr. Smithers of Marple waa trans
acting business in town Monday.
Mrs. Belle Ilrown returned Friday
from the hospital at Alliance where
she has been for tbe past week tak
ing treatment for her eyes.
Dick Colvln was a passenger to
Alliance on 4 4 Sunday to see his
father, who is sick at that place.
Hoyd Brand who has been em
ployed in the Frohnapfel store for
trie past four months, resigned his
position and departed for his home
in Colorado Tuesday.
Walt Weddell is on the sick list
this week.
C. Olds departed Sunday for Jlreh,
Wyo., for a visit with his daughter,
Mrs. Joe Kuhn.
Otto Klemke of near Lusk, Wyo.,
came down Tuesday morning for a
visit with home folks.
The Misses Pauline Dowd and No
na O'Neil autoed over to Chadron
for a visit with friends and relatives
there, returning Sunday night.
Prof. Fisher went over to Chad-
On Sunday morning, March 4, at
t o'clock, at the home of Mrs. J. W.
Reed, Charles D. Reed and Ethel
Lunbury, both of this city, assumed
the marriage vows as administered
by Dr. J. li. Cams. The urlde was
handsomely gowned and the groom
was attired in becoming business
fuit. The ceremony was witnessed
principally by relatives. The bride
aas been an authority in the fashion
department of one of the local stores
and is arranging to open a fashion
shop at Torrington, Wyo. The groom
is a popular Burlington conductor,
and will continue to run his train.
Mra. Oscar O'Bannon entertained
Friday afternoon at 1:30 at a de
lightful luncheon. The afternoon
was spent in a pleasant manner, mu
si? being furnished by the phono
graph. Entertainment was furnish
ed by story telling, the one giving
the best selection being awarded a
prize. Mrs. Standard was the win
ner. The guests were the Mesdames
Phelps. Dick O'Bannon, Belle Bren
nan, James Feagins, Standard, Lunn,
t red Feagins, and Chase Feagins.
The C. W. D. M. society of the
Christian church met yesterday af
ternoon with Mrs. Fred Helling, 616
Mississippi avenue. The Mesdames
O'Bannon and Rice had charge of
the program, which was well ren
dered and well received by all In
attendance.
The members of the G. I. A. will
ei.tertaln the members of the B of
L. E. this evening at a 6 o'clock din
ner to be given in tbe Odd Fellows'
hall.
Tonight a "kid party" is to be giv
en for the members of the Epwortb
League of the M. E. church.
The Women's Auxiliary of the
Baptist church met with Mrs. A. J.
Robert Ball returned Thursday
from Iowa and Illinois where he has
been for the past two months visit
ing friend and relatives.
Mr. and Mrs. II, O. Wildy return
ed last week from their wedding trip
to l amornia and other places of in
terest.
P. J. Michael, Sr., who is at the
hospital in Alliance Is Improving
slowly from a severe attack of stom
ach trouble.
Mrs. Mabel McClung was a passen
ger to Alliance between trains Thurs
day. N. Frohnapfel and J. M. Wanek
returned Saturday from Lost
Springs, Wyo.. where they have been
attending to business matters.
Mrs. Dickinson came up from Al
liance Saturday on 4 3 for a short
visit with her daughter Devona of
this place.
Mrs. Ben Curtis and children came
up from Bingham Saturday for an
over-Sunday visit with relatives at
this place.
Mrs. C. W. Graham entertained
the Ladies' Progressive elub at her
home last Saturday.
Philip and Charles Michael were
passengers to Alliance Sunday be
tween trains.
T. Colvln, formerly of this place
but recently of Alliance, is critically
ill at the hospital at that place with
pneumonia.
P. K. Chrlstensen and wife spent
last week in Alliance.
Cleve Ersklne started to work
Saturday at the II. R. Olds drug
store.
Mrs. Carrie Canfleld came down
from Van Tassel 1. Wyo., Friday for
t week's visit with friends at this
place.
Pete Swanson and family return
ed Saturday from Colorado where
they have been for the past year.
Mrs. Robert Telford and daughter
Miss Nellie Carter were passengers
to Alliance Saturday in answer to a
message of the serious illness of the
former's father.
Miss Rosa Carroll returned home
Sunday from a two weeks' visit with
friends and relatives in Iowa.
A. P. Haynes and N. A. Rockey
went to Scottsblufl Sunday. They
brought back some new Grant auto
mobiles Monday.
Jim Potmesil and bride returned
from their wedding trip In the East
Monday. The will make their home
MILLER-BLAIN SALE
TO HE HELD MONDAY
The public sale advertised by J.
B. Miller and F. G. Blaine to have
been held Tuesday of this week has
been postponed until Monday of next
week, March 12. The snow storm
of Tuesday made it impossible for
the ma ay who desired to attend to
get out This selling will take place
at the J. B. Miller ranch, five and a
half miles south and two miles east
of Alliance, and a half mile south of
the W. W. Norton ranch known as
the old Wilson ranch, and leased by
Fred Blaine. The selling will start
at 11 o'clock.
There Is a lot of stuff listed among
which are ninety-three head of cat
tle and twelve head of horses. Ten
of the horses listed are spotted, two
to four years old, some being part
Shetland and fine for children. The
indications are that there will be a
large attendance at this selling next
Monday.
BOYS BANQUET TO
BE HELB THE 22ND
Secretary Bushnell of the Com
mercial Club announces the definite
date for the Boys' Banquet to be
Thursday evening, March 22. The
banquet will be held In the Phelan
opera house.
This Is an affair where every man
is urged to bring his own son, and
in the event that he is not so blessed,
to bring some lad. The banquet is
a sort of get-together affair, a fath-er-and-son
affair, an affair when the
boys of the city may meet and min
gle with their dads and big brothers
and the men of the town.
Arrangements have already been
made for two of the three speakers
who will deliver addresses at the
banquet. Robert E. Elliott, presi
dent of Chadron normal school, will
deliver an address on a subject not
yet announced. Dean William Car
son Shaw will speak and explain to
the boys the idea of the cadets or
ganization which is now being organ-
lied.
The committee in charge of the
banquet consists of George Heilman,
chairman; "Jack" Gleason, H. O.
Lalng, Harry Gants, and W. R. Har
per. This committee meets this
noon to make definite arrangements.
WELLS BOYS HOLD
SALE FRIDAY
E. A. and Jerry Wells hold a pub
lic sale tomorrow (Friday) at the
home place a half mile north of
Berea, half way betweea Allla
and Ilemlngford. The sals starts at
10:30 o'clock with Col. 3. A. Grin
of Ilemlngford as auctioneer, and K.
L. Tierce of the First State Bank f
Ilemlngford as clerk.
Thirty head of cattle, thlrtms
head of horses, farm mashinery,
household goods, potatoes, grain ana
feed, etc., are listed. There will a
a free lunch served at noon.
4.
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