Established 1888
Incorporated 1916
Manufacturers of
High Grade Saddles, Harness
and All Kinds of Saddlery
Jobbers of
Horse Blankets, Lap Robes, Fly Nets, Saddlery, Hardware, Sweat
Pads, Whips, and Everything; in the Saddlery Line.
Mail Orders Receive Prompt Attention
Alliance,
Nebraska
THK WAR VALUE OK
advertising SPACE
to-
(Oondnued from page 3)
advertising" ia more nearly I tut
day than at any time In hiatory.
Red Cross headquarters ut Wash
ington, recognizing the great work
done in Chicago, and realizing (hat
Chicago has been awakened to the
value and purposes of the Red Cross,
haa arranged to have Kx-prosident
IpTm. Howard Taft open the $100,
00,000 Red Cross Financial Cam
paign in Chicago Tuesday night of
this week at the auditorium.
The plan for this campaign, except
the newspaper advertising, was ex
actly as presented by the National
Advisory Hoard to Secretary of the
Treasury Win. (i. McAdoo to sell Lib
erty Bonds. When President H. S.
Houston's attention was called to
the "Chicago l'lan" for Red Cross
newspaper advertising, he at once
authorized the Associated Advertis
ing Clubs to promote campaigns
modeled after the Chicago plan in all
of the big cities of this country to
help the sale of Liberty bonds.
Chicago. New York, Des Moines,
Joplin, Mo . Marshalltown. Ia.. and
many other cities ate now usinn this
"Chicago plan" to advertise Liberty
bonds
The Chicago Red Cross newspa
per campaign is the official display
at the Advertising convention of
what Chicago advertising men have
done for their country during war
times an exhibit well worth seeing
as I he pages themselves tell a story
that could not be told in words, of a
plan well managed, copy well writ
ten. and a co-operative spirit that
apells lUCCOOt whenever Chicago bus
iness men say. "I will."
Marquis Katon pays the following
tribute to the Red Cross campaign
in a letter addressed to me as presi
dent of the Western Advertising
Agents association, under date of
June 1, 1917: I have already writ
ten you expressing personally and of
ficially my deep appreciation of your j
servicts to the American Red Cross.
You will recall that I was staggered
at the magnitude of your advertis
ing campaign and only my abundant j
confidence in your ability and gener-
alship saed me from serious nils-,
Riving in the matter. The results
portant phases of its work. Thanking
you again for the great personal aac
iritices which you have made on our
behalf, I am, sincerely yours, Mar
quis Katon, chairman."
The lesson taught by this Red
Cross campaign is the great lesson
proven so conclusively at this con
vention, and that is this:
Advertising really reduced the cost
of distribution when done In a dom
inant way.
Suppose the Western Advertising
Agents association had tried to use
quarter pages Instead of pages. The
results would have been less in pro
portion and It would have taken
three tiinea as long and would have
cost twice as much to secure 300.
000 members.
We were told by Washington Red
Cross officials that the minimum
cost for securing memberships was
l.r cents each per dollar member. On
this basis we would have been per
fectly safe in spending lia.OOO to
secure 300,000 members.
We actually spent less than $15.
000 and the Red Cross could well
have afforded to spend $23,000
themselves to secure the results ob
tained. The campaign in New York
cost 20 cents per member.
There is a movement on foot now,
headed by Jos. H. DeFrees of the
National Council of Pefense (Mr.
DeFrees is a law partner of Marquis
Katon. chairman of the Chicago
chapter of the Red Cross), to have
the government create an advertis
ing fund to educate the people as to
their responsibilities In this war in
other words, sell them the war and
our duty to our country at this time.
Advertising can be depended upon
to do this in a bigger, better and
i broader way than any other, and. as
proved tiy the Chicago Red Cross
i campaign, at less cost than any other
, method. We, as advertising men
and as advertisers, owe it to Presi
dent Wilson and to our country to
do our vary utmost to prove to them
thai advertising is an investment and
I is not an expense.
I When our senators and congress
men and officials in Washington feel
that way about advertising, then
there will be no trouble ubout secur
ing an advertising appropriation
from the government.
rhe government will then have an
certainly justified your vision as to advertising manager, or, l wouiu
the inmortance of this outstanding I sav . a cabinet officer, with the title
feature I hear constantly from! of Secretary of Advertising
those who had their interest in the
Red Cross aroused and stimulated
by the newspaper advertising which
you developed It was a wonderful
-thing to place before this community
thirty-five full pages in Knglish and
seven full pages in foreign languages
of educational matter bearing upon
the work of the Red Cross and the
importance of its service to human
ity. There in nothing which the
couutry so greatly needs as to be in
formed with respect to America's
part in the great war. Not ouly was
your advertising matter helpful in
this direction but our people were
informed in an impressive way with
respect to the agency of the Red
Cross in disaster relief and other im-
What
could men like Herbert S. Houston.
O. C Harn. K K Critchneld, Collin
Armstrong, W. C. IVArcy, Harry W
Ford, K. C. Tibbitts. Phil Lennan. If,
W. Cresap do in a position like that
for this country--Just at this
tune"
The time is coming, and coming
soon, when one of these men will be
called to Washington to serve his
country, just as I'aul E. iierrtcg. ior
mei-li an advertising agent in
go. is now doing splendid
Kngland. and J. Kennedy
Cbica
work for
Jones is
There are many answers to this
question. A study of advertising
conditions in Kngland during the
past three years proves that even in
the throes of the mightiest war in
all history, which would seem to
command all her energies, she is
forging ahead in her vast business
enterprises.
She has discovered, and has used
with wonderful efficiency, a new
llf hi iiK weapon- -advertising.
A wounded soldier, from the
trenches in France, recently visited
the Chicago Athletic Club. When
asked "What about the boys in
France, will they hold out? Will
they win the war?" his answer was:
"Don't worry about the boys at the
front they will surely do their part
to Win. Keep the folks at home in a
winning frame of mind. Have them
semi us proper supplies, guns, muni
tions, aeroplanes, food and clothing,
gnd the boys at the front will surely
win for the Allies."
Through advertising the people of
Engtaftd have been educated to do
their bit.
Full pages in newspapers, week
lies and magazines have been used
first to raise an army, second to sell
eight million people Victory bonds,
third to teach prohibition, fourth,
the Red Cross! These tremendous
ly successful advertising campaigns
have afforded the nation a wonderful
object lesson as to the power of ad
vertising to accomplish definite re
sults on a huge scale.
The results have been phenomen
al A review of the year 1916 would
yield cause for congratulation to ad
vertising and to the advertising men
of Kngland.
Advertising endured the severe
strains it had been subjected to in a
most admirable maiHier. It has
shown itself to perform a function in
modern trading of absolutely pri- j
uiary importance
There were those in the earlier j
days of the war who were inclined
to look upon their advertising as a
species of luxury that offered the
i most favorable opportunities for re
, trench men!
I They are not much in evidence
now !
Most of them learned in a very
, practical manner, and not without
; pain, that commercial business can
i no mora be conducted without adver
tising than an engine can be run
(without steam. An editorial in a re
jccnt issue of the Advertising World
of London has the following to say:
There will be an enormous
: amount of business to be done in
home and over-sea markets during
the years immediatclv following the
cessation of hostilities, but the com
petition of it will be keener than any
.of which the commercial world has
yet knowledge
I This is balm more and more t ei
lognized in this country fortunate
l for the futuie of our trade- and
to undreamt of level of efficiency.
Quite apart from, and in addition
to, the splendid advertising activi
ties, this preparation work is giving
ail thos" connected with advertising
rapidly increasing employment for
all their energies and abilities. There
Is no time to lose, for it is more than
possible that the war will end as sud
denly hs It began: and to be found
unprepared for peace may cost us
more In the long run even than we
have had to pay for boing unprepared
for war."
It is highly important that Amer
ican business and conn. . err ial inter
ests press with vigor now - the un
paralleled opportunities for dominat
ing the home market, as well as the
world's markets, which the war has
placed within our grasp.
"Full speed ahead!" should be the
slogan of the alert manufacturers
and merchants of the United States
The coming year, and the venrs to
follow, war or no war. will be the
most prosperous in our history, and
we as advertising men can help make
them so.
With our net income of twenty
five billion dollars a year and a total
wealth of 2 2 o billion dollars, why
should anyone hesitate to go ahead
with business in the tegular way?
Then think of it. Ten billion dol
lars' more will be spent in this conn
try this year by the Allies. Business
today is better in Canada than in anv
year during (he past ten. So it will
be lore when the Liberty Loan has
been oversubscribed and our taxes
have been fixed and business adjust
ed accordingly.
We need more optimists in this
country just now - who can look
ahead thirty or sixty days and tell
the people here and now they have
nothing to fear.
For if you and I let our buying
money remain idle. II we virtually
hoard it instead of spending It, the
retailers will buy less from the man
ufacturers, the manufacturers will
buy less from the producers of raw
material, and the result will be a de
pression without any real sane cause.
Prosperity in this country will win
the war. If we interfere with that
prosperity by foolish economy we
not only will hurt ourselves, but we
will hurt our chances to do the big
things necessary for us to do in this
war.
We must wisely spend our money
or we won't have money to spend.
We should all of us decide now to
spend the money we can afford to
spend and hold up our end in pro
moting dollar patriotism, which is
as essential to our victory as enlist
ing to fight!
The National Advertising Advisory
Hoard has co-operated in many un
usual ways to help .Secretary of the
Treasury Win. (J. McAdoo to market
Liberty Bonds. Mr. McAdoo him
self did his utmost to secure an ap
propriation of several million dollars
to float the Liberty Loan. Congress,
however, did not make provision for
advertising in the bill that was pass
ed to promote the sale of Liberty
Roods.
(). C. Harn. chairman of (he plan
and scope department of tho Nation
al Advisory Board, has already told
you how through the efforts of mem
bers of our board and their friends
that hundreds of thousands of dol
lars worth of advertising was secur
ed for (he government.
The greatest advertising lesson
that will come out of the war will be
that advertising, properly handled. Is
a profitable investment and not a
"necessary evil." When peace comes
we will see advertising at last on a
of June, A. D 1917. Eva F. Vande
walker filed her petition In writing
with said county court praying a de
termination of the time of death of
said deceased; names of her heirs,
degree of kinship and right of suc
cession to her real estate.
That said Emogene F. Wilson died
April 16, 1908. and at the time of
her death wan a resident of Box
Butte County, Nebraska, and was
seized of the following described
real estate, towit : An undivided one
half interest in (he northwest quar
ter of Section Twenty-one (21).
Township Twenty-seven (27), north,
range forty-seven (47) west of the
6th Principal Meridian, in Nebraska,
and that said Eva F. Yandewalker is
the sole owner of said real estate,
and said petition will be heard at
the County Court room in said coun
ty on the 24th day of July, A. D.
1917, at 1 o'clock p. m.
IT IS FURTHER ORDERED that
notice of said hearing be given to all
persons interested in said estate by
publication of this order in the Alli
ance Herald, of Alliance. Nebraska,
for three successive weeks prior
thereto.
Dhte this 12th day nf June, A. D.
1917
IRA K. TASH.
( SEAL) County Jttdge.
28-4t-K301-H33
Michael Nolan and Orvillc Daven
port, the two Alliance boys who re
cently went to St. Louis to apply fot
admission into the navy for servlc
in the "mosquito fleet", have return
ed after being successful in their
mission. They are awaiting orders
to Jcin the navy and take up active
training.
dry i no
Fit f ITS
AM)
Yft.KTAIU.to
SHERIFF'S SALE NOTH 'E
Notice is hereby given that by vir
tue of an order of sale to me direct
ed by T. D. Roberts, Justice of the
peace Within and for Box Butte coun
ty. Nebraska, in an action wherein
Mallery Grocery Company is plain
tiff and Marie Ash is defendant; I
I will on June 2.", 19T7. at 2 P. M., at
the northwest corner of the intersec
tion of ltox Butte avenue and Second
street. Alliance. Nebraska. sell at
public auction the following describ
ed goods:
I Bed, springs, mattress, dresser, oil
I heater, sewing machine, rocker, car
pet sweeper, basket and carpet,
j Dated June 11. 1917.
C. M. COX. Sheriff.
Burton & Reddish. Attorneys.
28-2t-833r,-834
J.ooo AtUC
KNKOLLKl)
TO TEACH
CANNING
! About 2,000 Nebraska folks have
enrolled in canning schools to be
conducted by the Agricultural Ex
tension Service of the Universily of
Nebraska in 32 towns and cities of
the state during the month of June.
Every person enrolled has pledged
himself to teach others how to can.
However, tho those volunteers will
be utilized to teach canning locally
this summer, the university will con
tinue canning instruction thruout the
season Beginning the first of July,
canning demonstrators from the Uni
versity w ill be sent out on "runs" ov
er all parts of the state, each expert
being routed to give demonstrations
at a series of points. Towns may
send requests for such demonstra
tions to the Kxtension Service, Uni
versity Farm, Lincoln, before June
22. Applications should specify the
'number of days demonstrations are
desired and the probable number of
persons to be reached.
A new process of drying fruits am!
vegetables by making use of honn
made Wire screen trays and an ele -trie
fan, recently worked out by the
United States Department of Agri
culture Fruit and Vegetable Utiliza
tion laboratory, is described in Em
ergency Bulletin No. 13, "Dryint
FtuRs and Vegetables," just issued
by the Agricultural Kxtension Sen -ice.
This scheme of preserving fruits
and vegetables for winter use is ex
tremely simple. The apparatus con
sists of 6 or 8 trays 3 feel long, 1 :
inches wide, and 2 inches deep, each
(ray being fiKod with a pearl wite
window screen bottom. An electtn
fan is placed at the end of a stack fit
trays in which sliced vegetables Qavt
been placed. The stream of air has
tens drying. Practically all fruit
and vegetables may be preserved (his
way.
Complete information as to mak
ing of apparatus, preparation of veg
etables, storage of dried products,
cost of operation, etc., are contained
in the now bulletin. It will be sent
free upon application to the Exten
sion Service, University Farm, Lincoln.
Stomach Troubles mid ConsLipRtiort
"I will cheerfully say that Cham
berlain's Tablets are the most satis
factory remedy for stomach troubles
and constipation that I have sold in
thirty-four years' drug store service."
writes S. M. Murphy, druggist, Wells
burg. Ni Y. Obtainable everywhere
Adv. -June
KEEP THE CALVES GROWING
There is little profit in keeping oi
feeding animals that have been
stunted in the growing period, says
the Universiiy dairy husbandry de
partment. Dairy calves should be
kept in thrifty condition from birth,
for an early check in growth is rare
ly overcome later. Probably tht
most prevalent cause of stunting is
common scours. This' disease, can
be successfully combated if reasona
ble precautions are taken. It is
brought on by use of dirty pails, ov
erfeeding, feeding milk that is part
ly spoiled or sweet at about blood
( temperature. The feed pails should
( be washed clean of milk for the first
1 100 pounds of oody weight, 5 pounds
for the second 100 pounds, and 2'
! pounds for the third 100 pounds.
firm,
tlon.
unshakable, business fnunda-
LIOGAL NOTICE
IN BOX BUTTK COUNTY COURT,
NK BR A SKA.
IN THK MATTER
OF KMOCKNK
CEASED.
To all persons interested in said
tate, both creditors and heirs:
Take notice: That on (he 12(h day
OF THK ESTATE
K. WILSON. DK-
es-
lU'TTEKLESS flfja MUFFINS
I Owing to the present high prices
!of eggs and butter, the housewife
will welcome the following recipe for
hutterless 1-egg muffins, supplied by
the home sconomlcs extension serv
i ice of the state agricultural college:
2 cups flour;
teaspoon salt;
teaspoons baking powder;
tablespoons sugar;
egg;
cup milk.
Sift together flour, salt and baking
powder. Beat up egg with sugar un
til very light and creamy. Add milk
and pour into (he flour mix(ure.
Bake in well-greased muffin tins.
A special (rain carrying Vice Pres
ident H. E. Byram and othe- Bur
lington officials stopped at Alliance
at 2:20 o'clock Thursday afternoon
The officials were on an inspection
tour of the Wyoming district. I
Jack True of the Rumer Motor
Company has returned from a busi
ness trip to Wyoming points. Jack
reports business good and the sales
of several automobiles while away.
AN ECONOMICAL WARD ROUE
That the housewife who plans bet
wardrobe with some consideration
for economy is placing herself in line
with the nation's needs is pointed out
in Emergency Bulletin No. 9. "The
Planning of an Economical Ward
robe," recently prepared by home
economics specialists in the College
of Agriculture. This bulletin con
tains a large number of suggestions
relating to the task of reducing the
cost of wardrobes. It will be sent
free upon request to the Extension
Service, University Farm, Lincoln.
Nebr.
now being favorably mennoneo ior ,,V(.ry where efforts are being made to
the ooat of Director of Advertising wj , nt, machinery of distribution,
for Great Britain. 'and what is still more ncesary , the
What part will advertising play in machinery of distribution, salesman
the war? ship and advertising, up to a hither-
The FISK Smile 0iS0ri
the smile of tire satisfaction.
This man has found a manu- JBtfT'
facturer he likes to do business jg:-yj:f-' :: ' 1
with, who fulfills all his ideas TOfflfijli I
ol what a concern should be im ;
in its policy and methods. 'KKtmuH I
j he company that makes trPjpa
stands back of every Fisk feJfjPMte&-. I
dealer to see that every user 8rM- 1
gets his full money's worth in W' I
mileage and tire satisfaction. i8B.fr'1 ' '
1 h , mS,,-, sou " ' I
I' 'j KEELER COUKSEY CO I