THE ALLIANCE HERALD. TUESDAY, JUNE 7, 1921
tix
Small Town Newspaper
Advertising Will Pay
(By Cliarlea 'A. GoMard, in. Western
, Advertiser)
' Hyshnm, Mont, Is a umall town and
it hHH one 01 tne usual small-town
weekly newspaper. It also has mer-.
chantii w ho insist that newspaper ad- j
vertisinfr in uch a town and in ouch a
small paper will not pay; that it ia
merely a necessary evil lhat enables
the town to maintain a newspaper.
Mrs. H. Aj Crane, wife 01 a local
flruKjrist, is not one of these skeptics.
.Some of the local merchants tried to
tliscourajje her when the took an in
terest in the stores advertising a
couple of years ago; but sho would not
be discouraged, iotay phe has plenty
of argumnci for the doubter. She it
one oi the most enthusiastic believers
in advertising in the west and insists
that it saved the day for the Crane
More "when it was headed lor the locks
and traveling in that direction at so
rapid a gait that lailure seemed cer
tain. Now the store is a success; and it is
to the fact that she gave thought and
attention and work to the preparation
of advertising that this success is
largely due. It might hav been a
hard-luck story.
In 1918 Mr. Crane was taken with
a malady that doctors could not stop.
He had to withdraw from the drug
store. Mrs. Crane herself was in poor
health and she had not learned much
of the merchandising of drugs, having
assisted in the purchase of a few side
lines and having studied pharmacy
just a little. But she had to pitch in
and take over the management of the
store.
A registered pharmacist was nece3
sary, and in a town of that size the
proprietor usually saves this salary by
doing the prescription work himself.
But the man's salary had to be added
to the expenses." It meant that be
tween doctor bills, salary, losses and
other drains the couple found them
selves over S3.000 in debt in that year.
Worse than that, Mrs. Crane had to
lose itteep during the nights thut she
nursed her invalid husband. Between
the sfcre and the sickroom her limited
Ftrength Was taxed.
Added to her other work she had to
begin to study for the examinations
that would test her fitneps as a regis
tered pharmacist. But she failed at
the state examinations and could not
,get the certificates that would have
aved for the couple a salary.
With expenses piling up she began
to look for expenses to reduce. Every
month a newspaper bill had been com
ing. It was certain that the returns
were not worth Jhe expenditure. So
that .Item was under observation.
"Of course, cut it out," a friendly
.merchant advised Mrs. Crane. "It is
an unnecessary expense, as it gets you
nothinz end if you need to reduce ex
penses, why there is' one place, that
won t hurt the business, it never geis
me anything."
.' Then this woman did something con
trary to the advice. She reviewed the
advertising the store had been doing.
It was dry. uninviting and with no
pales appeal. It was too much like
that of all the others. She then looked
at the advertisements of merchants in
larger cities they were spending even
larvrcr percentages of sales in that di
rection than she was. And they were
undoubted v making it nay. brie ran
through some advertising magazines
and some trade papers that came to
the store. . She also looked through
fome samples of literature gotten out
bv a laree store.
"It was our fault, not advertising,
that our investment in that direction
was not bringing in returns for our
money," Mrs. Crane concluded. "And
Instead of eliminating this source of
expense and of time and trouble, I de
cided that I would use it a earnestly
as the larger and more successful ad
vertisers," Although without a spare minute of
time, she burned late electricity study
ing the variom erimens of advertis
ing. And In this way she hit on a
nie that she has stayed with for two
years. And it has been a life-saver.
That style was the store news kind
of merchandise talk. The advertising
of the local stores had been so dry
that she aimed to put something in
viting into the space. She got the idea
from the store paper of A. large store.
But she used it in her newspaper
space. Her advertisment runs in a
single column ech time, with the
same border, heading and signature.
While the matter does not alwayf
make an entire column it is always
set up in this style.
While the little (tulpi. personal.' and
poems are entertainingly written, there
is usually a reterence vo mercnamuse
tknt 4a hnth Konsnnnhle 'and ' logical.
The first thought that one might have
about the advertising is tnai it is more
ntnrlalnlno than apllincr! but MrS.
Crane has made tests when certain
articles have been featured, ine re
sults show that the advertising makes
unlaa In a faui u-eeV thflt outdo the
sales of many months of the old way
or advertising.
Into this investment she put the
amount of her discounts that first
year. Andshe actually spent more
inat&nrl nf I oa a tnnnpv on advertising.
It not only took money, but it took
hard worK and late nours.
rtna nf tliA first Indications of the
a-icnm nt thl livpnincr of the Store
Q.ivort iuinr vm in the mail orders
that began to come in for goods so,
advertised. The man oruer Dusiness
alone has become worth while and a
rA the navine of the adver
tising cost. Then letters began to
come along with the orders. People
would say how much they enjoyed the
advertising column.
Ttiialnooa And nrnfits hpcan to de
velop. Mrs. Crane again tried for the
registered pharmacist's certificate, and
naaood Mnrp inn BfiverLiNinit was uc-
gun the sales have grown almost a
third greater, ine mueoieoness nas
kun ret; roil The store has been al
tered to make it, as each advertise
ment says, "The Biggest. Little vrug
Store in Montana."
AnntViar h1n in the sellinsr and ad
vertising is the selection of nationally
advertised lines, ine more mat Mrs.
rS-oma rrnt Intrt th hllsinPSR the TT10re
firmly did she become convinced of the
profit and ease or selling inai siana-
li'noa oflVkl-H Sh a hllnipr. At home
and at the store, than the average
merchant, and that is tne reason, sne
says, that. she has no sympathy for
the business man who is "too busy
with the important work of the store
to give any time to advertising or dis
play." She has such an abili, but will
One of the most valuable assets of
tiers la tVio trrnn hook into which she
pastes everything in the advertising
line that she can Dorrow irom me
business magazines she takes time to
read and the newspapers.
notice"""
TTunfintr . onrl t v mnnnRinor in AT1V
a. a 1 1 v - T F
shape or form on the SVV4 of SEi.
SE4 of SV4 and the West Half of
SW.i. all in section 33-25-48. Box
Butte county, Nebraska, is strictly for
bidden.
52-55p , CHRIS. KEFPER.
The only thing we know of that will
cause a woman to be on time is the
train that she is going on, and for that
she will be at the station three hours
ahead of time.
"There's No Place
Like Colorado
After Air
FELT LIKE AN IRON
BAND AROUND HEAD
Mrs. Osborne Says She Shudders
When She Thin How She
Suffered
"For years," said Mrs. V. B. Os
borne, of. 718 Lancaster Ave., Iexing-
on, iy., "i have been in a run-down
ondition; nervous, weak and dizzy. I
was actually so nervous that any sud-
len noise or excitement wou'd produce
palpitation or my heart that fright
ened me. I absolutely could not climb
stairs, for to attempt such would thor
oughly exhaust me.
I had nervous headaches and when
they came on it seemed that en iron
band was drawn tight around my- nead.
now shudder when 1 think of 'hose
headaches. My stomach was weak and
could not digest the lightest liquid
food. Any food of a solid nature
caused nausea and the sickening sen
sation remained for hours.
My misery was almost unbearable.
My sleep was never sound and I was
worn out all the time. . My condition
was indeed a very deplorable one. I
nnaliy sought treatment in Cincinnati
but nothing helped me one particle. I
was on the verge of giving up in de-
pair when a neighbor pleaded with
me to try Tanlac. I obtained a bottle
of the medicine and began its use. .
"I began improving at once.and soon
'elt mv nervousness and dizziness dis
appearing. Then my backaches left me
and I realized my streneth had re
turned. My appetite and digestion im
proved and I am now so much better in
every way. This Tanlac is a won
derful medicine and the only one that
ever really helped me. I hope every
poor woman who is suffering as I did
will try it."
If Doctor Einstein succeeds in ex
plaining what lies beyond" the end of
infinity, he can then take u$ the work
of finding out what it is that exists
beyond that.
That strawberry wine, which will be
made with government permission for
non-befcrage purposea, will presum
ably be used to grease automobiles.
LAKESIDE
R. D. Kirkpatrick returned from an
eastern trip last week.
Joe Pozza went to Alliance Frida
and returned Saturday.
toward Jameson returned from
Denver Friday morning.
Mrs. Sidney Irwin was a passenger
to Alliance Sunday on No. 43.
Mrs. Mae Larson went to Valentine
on a business visit last Thursday.
A number from here attended the
dance at Ellsworth Saturday night
Mrs. Cecil Wilson and little daugh- i
ter drove in from the ranch Thursday.
Hans Peterson returned from a bus- j
iness visit at New Castle, Wyo., Sat
urday. Mr. and Mrs. Frank DeFrance drove
in from the ranch the latter part of
the week.
Rev. Mr. Burieigh went to Whit
man Sunday on No. 44 to hold services
at that place.
Truman Been rode in from the Zeig
home north of town, for an over Sun
da" v'o't town.
0. E. Black shipped In eight car.
loads of cattle trom out west tne lat
ter part of last week.
Milo Rose arrived Friday from his
home near Gillette, Wyo., to spend his
vacation in this locality.
Miss, Iola Speer accompanied Miss
Leota Wilcox to her home near Ells
worth Saturday for a visit.
Miss Bertha Tyler rode in from her
home in the country Sunday to visit
her friend, Miss Edera Larson.
Victor Hunsaker attended the raim
er Bros, show at Alliance last Wednes
day, returning home Thursday on No.
14B. F. Weekley returned Sunday
from a visit- with his brother at Hy
annis, who is ill and in a serious condi-
ion' . .....
Edward Kennedy resigned his posi
tion as helper at the station here and
turned to his home at Ellsworth last
Sunday. i
Fred Speer left on No. 44 Saturday
for Ellsworth and from there to the
Spade ranch, where he has a position
to work.
George Lindley went to Kansas City
Friday. We understand he intends to
hoiit month's time there be
fore his return.
Col. Merntt came into town from
the Hooper ranch Sunday and boarded
the train for Texas by the way of
Denver to visit his father, who is seri
ously ill. .
O. O. Fessenden returned home Sun
dayfiriiorning from Broken Bow in his
big Jeffrey Six car,' which he left in
storage there when moving to Lake
side last fall.
Miss Anna Tyler returned to her
home in the country the latter part of
the week, after keeping house nt the
R. A. Westover home in East Lakeside
the past few months.
C. J. Hitt returned from Alliance
the latter part of the week where he
went to have some dental work done.
He has been suffering from the effects
of an ulcerated tooth.
O. O. Fessenden and son Harold,
Burl Coe and Mr. and Mrs. A. S. Mor
ris drove to Ellsworth Sunday after
noon to attend the ball game at that
place between Ellsworth and Bingham.
Mr. Furgeson of Antioch and sev
eral men moved a house in from out
southeast of town and set it on the
lot where the old parsonage now
"stands. We understand they are to re
pair it and fix it up for the pastor's
use in the near future.
Mrs. George Pollard and children
left Friday on No. 43 for a few week?
visit with relatives and friends at Nor
ton, Kansas, but only got as far as
Sterling, Colo., where a big washout
three miles out of town stopped the
traffic, so they took the 7:15 o'clock
morning passenger train back to Alli
ance and arrived in Lakeside Saturday
on No. 44.
The people of Lakeside were both
shocked and saddened by the news of
the death of Miss Josephine Marcy,
the 20-yeat-old daughter of Mr. and
Mrs. W. L. Marcy of Lander, Wyo.,
who for several years were in business
here. Miss Josephine was a beautiful
young lady and of a kind and loving
disposition, having many friends and
associates here who reo-rei to learn of
her untimely death. She leases to
mourn her departure her father and
mother, one sister, five brothers and
a host of relatives and friends. -
WOMAN'S CASE
AMAZES ALLIANCE
A business man's wife could not
sew or read without sharp pains in her
eyes. For years her eyes were red and
weak. Finally she tried simple witch
hazel, camphor, hydrastis, etc, as
mixed in Lavoptik eye wash. The re
sult produced by.a single bottle amazed
everyone. We guarantee a small bottle
Lavoptik to help any ANY CASE
weak, strained or inflamed eyes. Alu
minum eye cup FREE. Fred E. Hol
sten, F. J. Brennan and Harry Thiele,
druggists. T-4
. ATAVISM
Chauffeur (as crowd collects after
accident to pedestrian): "Wait a min
ute now -don't call me an assassin
lust yet! He may have had people in
his family where were in the habit of
getting run over." Le Rire (Pari3).
Another reason why hard work Is
worth while, even If the returns are
not generous, i3 that hard work has
kept more men out of the penitentiary
and out of the hangman's grip than all
other factors in the world combined.
If the worst comes to the worst, the
British ought to be able to scare up a
war somewhere that . would enable
them to get together on something
more important than a labor dispute.
SLOW
DEATH
Aches, pains, nervousness, diffi
culty in urinating, often mean
serious disorders. The world's
standard remedy for kidney, liver,
bladder and uric acid troubles
GOLD MEDAL
bring quick rlif and often ward off
ddly dif . Known as tha national
ramady of Holland for mora than 209
yaara. All druggists, in thraa liua.
Laek for tha nun Cold MUI 01
boa and accapt ao imitation
Colorado is as big as all New England, with
Indiana added; two-thirds is mountainous
100,000 square miles contain 155 peaks that
are more than 13,000 feet high. Within the
state there are 500 lakes large and small;
6,000 miles of running water, born of snow
and filled with fish. Mineral springs abound
no one knows how many there are. Every
railroad line, is an excursion line. Motor high
ways radiate in all directions.
Obviously, in such a region, vacation possi
bilities are unlimited; hence the term, "The
Playground of the Nation."
Where to go? There are a thousand dif
ferent places. In two hours from the haunts
of civilization, where splendid hotels, danc
ing, music and golf reign supreme, back to
the wildest, untamed mountain fastness,
where the silence is broken only by plunging
waterfalls, the songs of birds or the splash
of trout. .
) SBt af
When to go? . Any timet
This summer, when seeking escape from
the dust and heat, go out under that mag
nificent cool, blue Colorado sky. Get the tang
of the mountain air in your nostrils the
fragrance of the flowers and the spicy smell
of pine. . .
How to go?
ton limited.
Just climb aboard a Burling
' "There's No Place Like Colorado, After
'Alii' . - ,i 'i.ftim
Suppose you come in and well talk over
your summer vacation-recreation plans.
'""
, U.S. TUBES
't L Tba same standard 0f quality
buUt Into U. a Tlraa U put
0 into U. S. Tubaa.
. ". :
i '.
t
art
' ' -ri '
fill t te took
YOU probably kpow a man whose car is a
hobby with him. He knows just- why it's
the best little old tar there ia of its class.
And hell stand up for that car against the
world in any kind of an argument. .
Year by year an increasing number of men
feel the same way about U. S. Tires.
For a while they may try "job lot" stufi;
"bargains " "big discounts" and "rebates."
But usually it doesn't take long for a man to
sense the economy of the standard quality tire.
For bears U. S.Tire makers have been build
ing quality tires for sane tire users for the car
of medium or light weight no less than for the
heavy car.
1 The tire buyers of the land have responded
with a mighty U. S. Tire following.
a& W'- H. L. ORMSBY,
TICKET AGENT
'-.lav !
"Find tlmU.3. Tin dufer
with thm Ml. eooipNMoijf
9iBd hno of iraaa. avo
U. & Tkraa."
The U. S. Tire makers meet the re
sponsibility for supplying this nation
wide following with characteristic
energy.
Ninety-two U.S. Factory Branches
are established, covering the entire
country.
Find the U. S. Tire dealer who
has the intention of servingyou. You
will know him by his full, completely
Bized line of fresh, live U. S. Tires
.quality first, and the .same choice
of size, tread and type as in the big
gest cities of the land.
U (rioted!
UOinSS
UriKed States Rubber Company
STURGEON GARAGE, Alliance, Neb. Tl l-TT
L L. ACHESON, Bingham, Neb. . IXT
MILLER AUTO CO., Hemingf ord, Neb. L, L I
RANCHERS' SUPPLY CO, Ashby, Neb.
HEMINGFORD IMP. & INV. CQ Hemingford, Neb.
L. A ANDERSON, Hyannis, Neb.
BIORRISON MOTOR CO, Mullen, Neb. .m
PEARSON MOTOR CO., Mullen, Neb. ?t3ZJ