Advertising By
Retail Merchants
Talk By Hon. John II. Darn
Chariton, Iowa.
A proposition may embody very
much merit, and yet if the man behind
the proposition does not tell its merits
the public may remain in complete ig
norance of its extraordinary advan
tages and continue to give their sanc
tion and support to a proposition less
meritorious. People move in the direc
tion of the least resistance. They form
habits of thinking in one way, of doing
things one way, of trading at one store,
and they forget that there may by
other views of a subject or other or
better ways of doing things or bitter
more satisfactory places to trade un
less Bome one informs them differently,
so that the successful man of today in
any line, and especially in the retail
business, must advertise. He must tell
the public of the inducements he has to
offer, why it is possible for him to offer
them, and he must continue to insist
that the advantages offered by him are
worthy of the inspection of the public,
in order that he may have an oppor
tunity to demonstrate to them the
truthfulness of his assertion. This he
ran do only through the medium of
retail advertising.
I think the newspapers in every com
munity should discourage as much as
possible certain forms of advertising
which are very expensive and disap
pointing to the advertiser and which do
not pay and that they should try to as
sist the retailers in expending their
money in a manner which would be the
most effective and bring the best re
sults, because satisfactory results from
advertising make the business of the
merchant and the newspaper man a
sort of mutual affair. I think the form
in which the advertisement is got up
has much to do with its being read and
that the printer should endeavor to as
sist the merchant by setting ads in a
manner to attact attention, because an
ad is valueless unless it is read, and if
you can demonstrate to the merchant
by the results they bring that the peo
ple read his ads you won't have any
trouble in making an advertiser of him.
I believe the newspaper man should
discourage a merchant from running
the tame ad twice. I think advertis
ing is a good deal like fishing. If you
use a certain kind of bait and the fish
don't bite, you want to change the
bait, and if the people come to under
stand that a store never has the same
ad twice nor the same ofl'ering they
will learn to read his olienngs every
time they appear, but if you continue
to run ads week after week they get
to believing that they know what is in
the ad without reading it.
From the standpoint of a retail ad
vertiser of fifteen years' experience I
consider the newspaper with its variety
of forms of publicity not only a public
necessity, but the most public spirited
and most enterprising institution that
exists in any community, and in addi
tion I consider its advertising columns,
properly used, the most valuable busi
ness asset to the retail merchant that
he has at his disposal, and the advan
tages which mny be obtained through
the use of this advertising is only lim
ited to his ability and his disposition
to use it.
: OS
Sold only in liiVlfev TI
Moisture Proof jtyw&Sm
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A What makes them the best soda crackers ever hAeA
IVVJ
33 ! State Teachers'
Association
What
What
What
makes
makes
makes
them the best soda crackers ever baked?
them the only choice of millions?
them famous as the National Biscuit?
National - Biscuit - Goodness
OOP
NATIONAL BISCUIT COMPANY
Miss Lucetta Patterson returned to
Omaha the latter part of the week af
ter visiting for some days with Mrs. T.
P. Livingston.
Roy McDanicls has returned to the
West again, going to Sheridan in re
sponse to a telegram offering him a
position with the Burlington.
Mrs. J. E. McDanicls and daughter,
Virginia, returned the latter part of
the week from Salina, Kansas, where
they were in attendance at the cele
bration of the .r0th wedding anniver
sary of Mrs. McDatiiels' parents.
Furniture That Pleases
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Old Winter with his reign of ice and snow will
soon bo gone. Those chilly blasts will be a thins of the
past. Spring with its new demands will soon be here,
and you will need some new furniture. Our line is re
plete with up-to-date, designs and patterns, which r.re
sure to please, and at prices, which are sure to appeal
to the prudent buyer. See our display, we are glad to
show the goods and quote you prices.
STREIGHT & STREIGHT
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For Hot Fires Get Egen&er
ger's Coal !
s
Sure satisfaction every time you light a (ire if on
top of the kindling is ebony fuel from our yards.
It's heat and light giving and slate-free when it
leaves the mines, screened and cleaned again here
and served to you full weight and with celerity of
delivery. Order any way that suits you. both
telephones.
J. V. EGEBERGER
The Battle ol Lexington and
Ita Lesson.
The first blood in the Revolutionary
War flowed at Lexington, on April lit,
1775. The battle itself was not much
of a military event; on the one side
were trained British soldiers, and on
the other untrained Yankee farmers re
solved to resist the tyranny of their
ruler and his law-makers, who were
three thousand miles away.
The significance of this battle lay in
its dramatic setting. The colonists
were English freemen and were ripe
for a forcible resistance to the misrule
of the English king and the governors
he had sent to America. Boston har
bor had been blockaded; business was
at a standstill; there was much suffer
ing for want, of food and fuel, and on
March .rth Joseph Warren addressed
a great crowd at a town meeting held
in the Old South Church (which re
mains one of the interesting places in
Boston) in the very teeth of a positive
command th it town meetings should no
longer be held.
Samuel Adams and John Hancock had
been publicly threatened with arrest on
the charge ot treason; they were to
be sent to England for trial, and, of j
course, they would there have been
onvieted and executed. Nevertheless,
they were present at this meeting, and
they also took part in the Provincial
Congress, Ik I I at Concord, which ad
journed on April 1.1th, and they there
after went to visit for a few days at
the home of Reverend Jonas Clark, at
Lexington. This fact became known
to General Cage, who thought these
two men, who were among the most ,
active in the cause of independence, but
whom Cage called "desperate charac-:
ters," might be more easily taken at I
the little village of Lexington than in
Boston, and he sent a large force to j
seizj them there.
The patriot leaders heard of this :
movement of troops, and
"So through the night went Paul
Revere, And so through the night i
went his cry of alarm, To every
Middlesex village and farm."
and when the British soldiers reache 1 1
Lexington nt sunrise, they were con-'
fronted by citizens with muskets, who 1
were ready to die rather than submit to j
English arms, and who, before night-!
fall, utterly routed the foreign soldiers,
though nearly one hundred Americans
were slaughtered that day.
The news that Americans hud been
killed in their very homes spre;id like !
willlire throughout towns of Massa-!
chusetts and Connecticut, andstiircd1
up as much wrath among th people as ;
the destruction of the Maine and
Havana harbor did one hundred and
twenty-three years later! So that in
two or three days, "Gage found him
self besieged in Boston by a rustic army
of 1(5, WO men."
Thus the death of the brave men who
gave their lives on the village green at
Lexington did more than anything else
to bind the colonists together, and
created a national impulse which grew
into the feeling of brotherhood and de
veloped such strength that not even the
bloodiest civil war ever waged could
destroy it.
The Revolutionary fathers fought
and died for their personal rights, and
to secure independence for us their
descendants, and for all true liberty
loving foreigners who have come to
this land; but they lived and fought
and died in vain if their type of heroism
and devotion to principle died'witli
them. For though the clash of arms,
the din of strife and the groans of the
wounded .have passed away; though
only a monument or two attest that '
peaceful Lexington was the scene of
what proved, in its effect, to be one of
the great battle of the history; though
the combatants themselves are nothing
but dust; there abides the idea for
which they fought and died, and there
conies to us, "borne on the night wind
of the past," a call to the duty which
lies before us; a warning against the
perils which threaten society in this,
mi:1 day, no less e.rave than those which
menaced the Revolutionary patriots.
Disrespect for law; dishonesty and
treachery in politics and public life and
in business; the saloon in politics; the
senseless conflict between the rich and
the poor, are among the perils which
call for as resolute a stand as our fore
fathers made against the tyranny of
the British.
You boys and girls will soon be men
and women, and will make the histoy
of your generation. The world will
bless you if, with minds trained in the
knowledge that makes useful and cul
tured men and women, your lives are
shaped and inlluonced by a love of our
dear native land so pure and holy as to
make you hate evil and light against
those things which tend to lower the
high ideals of true patriotism.
Advertised Letter List.
Remaining uncalled for in the post
office at Plattsmouth, Neb., April 12,
I'M).
Mrs. Rebekah Davis, Mrs. Edythe
Gindewin, Miss Mary Haxford, Miss
Myrie Haxford, Miss Lucile Lewis,
Miss Clara Oferrel, Miss Geraldine
Smith, Miss Hattie Sheldon, W. Elton,
A. H. Elton (2), Ray Hemplin, Jacob
Leman, Archie Underwood.
These letters will be sent to the dead
letter oflice April 2, 1909, if not
delivered before. In calling for the
above please say "advertised" giving
date of list. C. H. Smith, P. M.
This ol!ice is in receipt of a commun
ication from A. L. Cavinets, president
of the Nebraska State Teachers Asso
ciation, calling attention to the next
meeting to be held in Lincoln Novem
ber 3, 4, '), 190!). He assures u that
school boards quite generally through
out the state are giving their cordial
i support by voting to allow their tcach
1 ers a vacation, on full pay, on the
I above dates in order that they may at
tend the meeting.
i Speaking of the association he says:
"It is a voluntiiry organization ot
teachers and others interested in educa
tion. In no sense is it a labor or trade
organization, for it does not advocate
strikes or dictation to school author
ities. It never meddles in politics nor
does it promise its members assistance
in finding employment or securing in
creased salary.
"It stands for improved methods and
better school facilities, and its' highest
ideal is unselfish, devoted service to the'
future citizen. Surely the wide-awake,
progressive teacher who sacrifices
members-hip fee, railroad fare and hotel
bill ought to receive regular pay for
the two days spent in attending its
meetings.
"For the past forty years this asso
ciation has advocated in advance every
good feature of our present school
laws and has used its whole influence
to make them effective. It has brought
the men and women engaged in school
work in closer touch, inspired them
with common ideals and aroused a high
professional pride in calling in which
the great majority continue but a short
time.
"For the meeting next November
the Executive Committee promises the
best program in the history of the asso
ciation and the indications point to an
unprecedented attendance. Men of na
tional reputation will appear on the
program, as Booker T. Washington, of
Tuskegee, Ala.; Principal G. B. Morri
son, St. Louis; ;iL T. Bailey, North
Scituali, Mass.;J Ex-President Elliott,
of Harvard University, etc."
Rolling Winter Wheat.
Rolling winter wheat in the snrinrc
j has not failed in any of the four years"
to give an increased yield, the average,
increase being 5.1 bushels per acre.
The rolling was given early in the
spring, soon after frost was out, and
about the time growth Btarted. Har
rowing after rolling was not as good as
rolling alone, probably due to loosening
up the plants again after the roller had
pressed them firmly into the soil.
Early spring rolling of winter grain,
pressing the earth as it does firmly
i about the plant roots, produces good
results. When frost comes out m the
spring it is very apt to leave the soil .
rilled with small cracks or checks, es
pecially around the plants. If thes
checks are examined closely, it will lit
seen that a large number of roots are
thus exposed, and if the weather con
tinues dry they are killed or at least in
jured in this manner.
If the soil is not wet at the time of
rolling and it should never be rolled
when wet-rolling aids in no smidl de
gree to form a surface mulch. It does
this rather than compact the surface. -By
E. (J. Montgomery of the Nebraska
State Farm.
Mr. and Mrs. Lloyd of Lincoln are
spending a short time in this city visit
ing with Mrs. Lloyd's parents, Mr. and
Mrs. Chas. Jean.
The old reliable Dr. Barnes Is again
prepared to attend to your veterinary
wants. Satisfaction guaranteed.
"Booster" envelopes at Irwin".
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AAA
I I cad quarters For Span Minn'.: Athletic (foods.
La sc. Halls. Bats. (Horn; Mitts.
Mash; etc., this season at
Herold Book & Stationery Slore
Buy Spaulding's Base Ball Goods. There is
none none "just as good." Beware of the
"just as good" dealer who makes "appear
ance" first and "quality" secondary, and of
fers the customer the "just as good" article
when Spauldings are asked for.
Full Line of Fishing Tackle.
Frtsh shipment of lied Band Brand Candies
just received from New York. See window
display of these 20 cent candies which we are
selling at 12 cents a pound.
Read all the latest copyright $1.50 books for
10 and 15 cents. New arrivals, "The Hound
Up," "Serventin ihellouee." "Lewis' Rand,"
"The Man in Lower 12," "The Bronze Bell'
"The Yoke," "The Music Master," "51-40 or
Fight," "Red Mouse," "The Missioner." Be
sides about 200 other books of recent popular
fiction for rent at 10 and 15 cents a week.
Herold Book & Stationery Store
One Door West of Fanger's.
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