PAQE 8.
PLATTSMOUTH SEMI-WEEKLY JOURNAL.
MONDAY, SEPTEMBER 15, 1913.
FOOD FOR THE HON-
ADVERTISING MERCHANT
A Few Suggestions to Those Who
Claim That Advertising
Does Not Pay.
The following article is one of
the best we have seen lately online more it pulled the more harm
the subject of advertising, and we jit did you if you didn't, take care
approriate it bodily from meioi me demand as you should
Omaha Trade Exhibit, in the hope
1h:i it iiiaiiv lit- lh means of
opening th eyes of some of those
nwretinnts who do not believe in
or are too infernal stingy to ad
vertise:
()ne. in a while you come
across a merchant who says be
does not believe in advertising; in
fat-l, there are some wholesalers
jobbers, and even manufacturer
who sav Kiev never advertise be
muse thev have all the business
they can handle now and get what
thev have through personal repre
sentatives.
Those men nrove that t hex-
know nothing of advertising.
Whni ihev f hink of as advertisinc
is a printed announcement or ap-
peal or something of that nature
in a newspaper, magazine or oin-
er publication, or possibly a post-
er on a bill board, but that is
about as far as "advertising" I
goes with them.
As a matter of fact, no business
mnn cm escane advertising if he
has any business at all. If he
does not advertise in one way he
will in another and his enemies
, - i i- i i: : i t !
I11S gOOUS ami HIS UtUlllIls will
advertise him whether he will or
not.
It is a big mistake lo think that
advertising is something apart,
something rather foreign lo your
business, a scheme some one has
started to part you from a little
of your money, and at best a
doubtful experiment, a gamble of
so much money againt so much
business.
Many merchants have that
wrong idea. They think of adver
tising as something outside of
their real business, and when they
try it they expect it lo do some
miraculous things of its own ac-
count, an agent that goes out and
brings in so much business, in
proportion to the appropriation
given.
('el that idea of advertising out
of your mind. Advertising is in
evitably a part of your business,
it is there whether you know it or
not, it is working for or against
you, with or without your help, all
the time with never a rest; it is
in every sale you make, every
word you or your clerks speak to
customers, in your store display
every day, in your front windows,
and Ihe ad you run in the local
paper is the smallest part of it.
All these things work together.
Can you say just what is your
business? Is Ihe cash register
your business? Is Ihe slock your
business? Are you your business ?
Do your clerks constitute your
business? Your business is a
combination of all these elements
working together, and that is the
way with your advertising.
Hart, SchalTner & Marx are do
ing some of Ihe most successful
advertising in this country today.
That is the testimony of the com
pany and of many advertising ex
perls. If you handle any of their
goods you know it is true.
In what particular is this com
pany's advertising good? Is it
their newspaper and magazine
ads, Ihe space used, the copy, the
cuts, or what ? Is it in the window
cards, the other dealer helps? Is
it in the standard of their goods,
in their treatment of dealers and
consumers who purchase their
clothes? What is it ?
According to the word of one
of the firm it is in a combination
of all these thins, no one of
which would be as eflicient as it
is if it were not for the fact that
every item mentioned, and a good
many more, are all as good as
they can make them, none given
over emphasis, none out of pro
portion, all working together,
each adding to and nothing taking
from the sum total of efficiency
and good business reputation.
That is good advertising, and
that is advertising. Don't for a
minute think that Ihe ad you put
in the local paper stands or falls
by itself. If it fails don't blame
the paper, although that possibly
may have something to do with it
because the mediums used for
display ads are a vital factor.
Advertising isn't something to
lie taken "'up today and given a try
but and dropped tomorrow if you
are not satisfied. You can't drop
it, it will be with you as long as
you are in: business and., if -you
don't take it and direct it as you
would have it to go it is just as
liable to work against you as t
work for you. Jwery lime you
make a good sale, give the cu
tomer a real bargain, you have
done some good advertising. Kv
ery time you grouch about mai
order buying lo a man who be
lieves in it you are doing some ad
I verse advertising. When you put
an ad in Ihe paper and fail to foi
low it un as you should in your
store your ad has probably failed
:to help you any and mav have
worked against .you, and no fault
jof the paper or I h ad, either, for
j When you think about adverti
ins take I ime for a long t tiink. an
iwnen you plan a campaign go
Jong way before and a Ions; way
after the actual publicity in lh
newspapers or through bills am
see that you have everything line
up right, gel everything in pro
portion, know what you are doing
and where you are yoniif to come
out. as near as you can, for even
at that advertising is an unruly
servant and you can never tell.
Mother of Eighteen Children.
"I am the mother of eighteen
children and have the praise of
doing more work than any youn
woman in my town." writes Mrs
C. J. Martin, Boone Mill, Va
suffered for the years with stom-
acn iroume ami couiu not eai as
much as a biscuit without suffer
ing. I have taken three bottles of
Chamberlain's lablets and am
now a well woman and weight 1G8
pounds, lean eat anything I
want to. and as much as I want
and feel better than I have at any
lime in ten years. I refer to any
one in Boone Mill or vicinity and
1 1 .,.."11 . - .f.xi-lmf T
liirj mil ui.h iih imi. i i
Chamberlain s Tablets are for
sale by all dealers.
Small Farm for Sale.
Thirty-three and one-half acres
just north of M. P. depot. Good
9-room bouse, orchard, barn and
out-buildings. Good well of wa
ter. Twenty acres in cultivation.
balance in pasture. Cheap if
taken soon.
ft. O. Srhwennaker.
l-n-lwk
11)1 MJC ft I CT DP All THF
"rbliu n Liu l ui nut iui
VOTERS OF PUTTSMOUTH
County Clerk Morgan has re
ceived notice from the secretary
of stale at Lincoln that in com
pliance with sections 12, 13 and
14, of house roll No. 7i', passed
by the last legislature providing
for the initiative and referendum,
that officer would like to have a
list of all the voters of the city to
verify the petition tiled in that
office for action by the voters at
the next general election. There
arc two petitions already tiled
with the secretary of slate asking
for the submission of the ques
tion of Ihe Nebraska City armory
appropriation ami the employers'
liability act. This action is taken
so that in event of the courts
holding that an election was
necessary this fall, the matter
could be submitted to the people.
The list was sent up this morning
and consisted of thirty-lwo type
written pages filled with the
names of the legal voters of the
city, and the signers on the peti
tion will be checked from this list.
A LARGE DELEGATION
FROM EAGLE IN THE CITY
This moiming a large delega
tion of the citizens of Eagle and
vicinity came in to attend to the
naturalization of a number of the
party. They were brought to this
city in the large touring cars of
fieorge Trunkenbolz and William
Oelslager, and made the trip
without, a mishap. Among those
comprising the visitors were:
Ernest Hardnock, John Maurer,
George Reitter, jr., fieorge Maur
er, August Lau, William llolfman,
Chris Hoffman. George All house,
sr., Herman Becker, Golleib
Rockenbach, George Trunkenblotz
and William Oelslager. These
gentlemen are among some of the
most substantial citizens of Tip
ton precinct, and it was a great
pleasure to see their pleasant
faces in our city.
The Journal advertisers are do
ing the business.
CASTOR I A
Por Infants and Children.
I Jtia Kind You Have Always Bought
Signature of
HANDICAPPED
This Is the Case With Many
Plattsmouth People.
Too many Plallsinouth citizens
are handicapped with bad backs.
The unceasing pain causes con
slant misery, making work a bur
den and stooping or lifting an
impossibility. The back aches at
night, preventing refreshing rest.
and in the morning is still' am
lame. Plasters and liniments may
give relie;, mil cannot reacn im
cause if the kidneys are weak. To
eliminate Ihe pains and aches o
kidney backache you must cur
the kidneys.
Doan's Kidney Pills are for
weak kidneys thousands testify
their merit. Can you doubt
Plat tsmoul h evidence?
William Gilmour, farmer, four
miles soulh of Plallsinouth. Neb.
says: , One of my familv had
teen suffering intensely from
ameness in the back. She couh
get no lasting relief until she be
gan using Doan's Kidney Pills
I'hey did more to relieve these
troubles than anvtliiug else that
iad previously been taken."'
For sale by all dealers. Price
HO cents. Fosler-Milburn Co.,
Buffalo, New York, sole agents foi
Ihe United Stales.
Remember the name Doan's
ind take no other.
MYNARD.
? fSnecial Corresnondent.1
The people are glad lo be re-
ieved of the heat, by the pleasant
cool weather we are having.
Wayne and Dwight Propst,
iave been mule sick, since last
riday and have had Dr. T. 1'.
jiviugston come out to see them.
ut at this dale the boys are mak
ing a little improvement and we
iope to see them out again soon.
Uncle Jap Young, our congenial
mail carrier, is taking his annual
acation. and Adam Meisinger is
acting substitute, in his place.
Say boys! get your cow bells
eady, something is going to hap
pen.
V. T. Richardson and family
iad the pleasure of entertaining
lis three aunts last Sunday, Mrs.
ennedy, Mrs. Drew, and Mrs.
Cummins, also Dr. I'. D. Cummins
and family.
Rev. E. II. Gould will preach his
last sermon, before conference.
next Sundav 1 I a. m. at. High!
Mile Grove, and S p. ni. at My-
nard. Kverbody is invited.
Quite a number of our young
dks. of this vicinity, have en-
ered the freshman class ot the
Matlsmoulh High school.
W. B. Porter is certainly doing
some rushing work for the Bail
ers' Realty Investment Co., of
Omaha.
Mr. Hunt and family, our new
lacksiiiilh, arrived last. week, and
immediately found himself busy
with plenty of work to do.
Don't LetBaby Suffer With Ec
zema and Skin Eruptions.
Habies need a perfect skin-cov-
enng. Skin eruptions cause them
not only intense suffering, but
hinder their growth. DR. HOB-
SON'S ECZEMA OINTMENT can
e relied on for relief and per
manent cure of suffering babies
whose skin eruptions have made
their life miserable. "Our baby
was afflicted with breaking out of
the skin over the face and scalp.
Doctors and skin specialists failed
to help. We tried Dr. Hobson's
Eczema Ointment and were over
joyed to see baby completely cured
before one box was used," writes
Mrs. Slrubler, Dubuque, Iowa. All
druggists, or by mail, 50c.
PFEIFFER CHEMICAL COMPANY
St. Louis, Mo. Philadelphia, Pa.
II. A. Schneider and E. II. Wes
colt departed out into the country
this morning, where they will
look after some matters in the
interest of the Commercial club.
Mrs. Robert Knight of Malvern,
Iowa, arrived in this city Satur
day afternoon for a visit with her
sisters, Mrs. .John Wiles, Mrs.
Hat tie Dillehay and Mrs. Sherman
Rainey.
Frank Finkle, the genial and
whole-souled farmer from the
vicinity of Union, came up this
morning from bis home, in com
pany with Hen lloback, of near
N'ehawka, and while in the city
called at the Journal headquarters
to enjoy a short social visit,
which was much appreciated by
the Journal force.
Local News
Misses Leofa and Alma Barton
and Dovie Barkhurst, of Umion
were visitors in this city Saturday
evening.
Mrs. Joseph Droege was a pas
sc.ger this morning for Omaha
where she will attend to sonx
business matters for the Wood
man Circle.
Carl Schmidt maim returner
this morning to Omaha, where hr
is attending mjsincss college in
that, city, coining down Saturday
evening to visit over Sunday with
his parents.
Ihe Helpers of ihe Christian
church will serve lunch in (Jar
field Park Wednesday afternoon
Please bring lunch. A cordial in
vital ion is extended to every one
11-15-21(1
James .Novak, who in company
with his wife, has been visiting at
the home of their daughter, Mrs
John Rotter ami family, for a few-
days, departed this morning for
his home at llavelock. Mrs. Novak
will remain here for a more ex
tended visit.
Mrs. J. IJ. Ulair of Fort Smith,
Arkansas, is in the city for a few
days visiting at the home of her
sister, Mrs. W. F. Brissey, and
will depart Thursday for Keokuk,
Iowa, when' she will visit wilh
her parents.
Mrs. C. I,. Creamer, from south
of Ibis city, accompanied her
daughter. Miss Rose Mae Cream
er, lo the metropolis this morn
ing, where Miss ('reamer will
enter business college for Ihe fall
and winter term.
John Heiirieh, who is employed
as a druggist in one of the lead
ing drug stores of Lincoln, came
down Salurdav evening and visit
ed here over Sunday with his
mother, Mrs. Jacob Henrieh and
family.
Mrs. Frank Schmidt and daugh
ter. .Miss Margaret, of Cleveland,
Ohio, who were here for Ihe past
few weeks visiting with the fam
ily of Joseph lladraba in this city,
Jeparled Saturday evening on No.
2 for their home.
The Lincoln Commercial club
has just issued a handsome fold
er descriptive of Lincoln, her re
sources and business possibili
ties. The circular is handsomely
illustrated and will be sent upon
request. Address Secretarj
Commercial Club, Lincoln, Neb.
Mr. and Mrs. A. A. Shore and
idle child, of Xorborno, Missouri,
who have been here for a few
days visiting at Ihe home of Mrs.
Shore's parents. Mr. anil Mrs.
John Brady, departed this morn
ing for their home. Miss Leona
Hrady accompanied them as far
as Omaha.
William Puis, jr., and family
and William Puis, sr., of Ihe vi
cinity of Murray, motored lo this
city Saturday for a visit with
county seat friends. Mr. Puis,
sr., .called at I his office and
ordered the Plattsmouth Journal
sent to his daughter, Miss Laura,
at Lincoln, and renewed his sub
scription for another year.
Safest Laxative for Women
Nearly every woman needs a
good laxative. Dr. King's New
Life Pills are good because they
are prompt, safe, and do not cause
pain. Mrs. M. C. Dunlap, of Lead
ill, Tennessee, says: "Dr. King's
New Life Pills helped her troubles
greatly." Get a box today. Price
25c. Recommended by Gering &
Co.
Yesterday morning Val Burkcl
anrl son, Robert, returned from a
two weeks' visit back in Ohio
among the scenes of Mr. Burkle's
old home, at Portsmouth, Ohio,
:md it was an occasion that will
e pleasantly remembered. While
in that state Mr. Hurkle and Rob
ert 'visited at Columbus and Cin
cinnati, returning home feeling
that they had the time of their
ives.
Mr. and Mrs. F. M. Batman and
Mrs. Lee Cotner took little Helen
ialmoai, aged 9 months, to the
mmanuel hospital at Omaha,
where Dr. Hull performed an
operation at two places between
the ankle and knee. The little one
has been having trouble with this
limb, which was caused by a
bruise on the bone. Mr. Batman
has returned home and reports
Ihe little patient as getting along
fine. Mrs. Batman. will remain
and assist in caring for the child.
Try
cards.
the Journal for calling
Ho wTheir Story
Ended
By LOUISE B. CUMMINCS
They were walking in a garden. The
roses were in full bloom; consequently
you must know that it was June.
"I wish you would tell me how you
write these stories," she remarked. "I
can't understand how yon take per
sons, make them talk and do things
Just as if they were real."
"Anybody who tries can do it," he
replied.
"I couldn't write a line."
"Suppose you try. I'll help you.
Take for your characters persons you
know."
"Who, for instance?"
"Well, there's Ferguson."
"And you."
"I don't think you can make any
thing Interesting of me, but you are
welcome to use me. That's two men.
Now you need either one or two girls.
Since this is your first story, perhaps
you had better confine yourself to a
few characters. One girl will do. She
shall be the heroine."
"Is it to be a love story?"
"Well, yes; a kind of love story."
"What girl of my acquaintance shall
I take for the heroine?"
"Yourself. You'll do very well."
"Oh, dear; I'm afraid I shall not be
have myself heroically."
"The heroine of a story is not al
ways heroic. The words nero ana
heroine were used for the leading
male and female characters in stories
when It was the fashion to make them
possess every human heroic trait.
Then as a counterpart there was al
ways a villain man or woman whose
evil acts noble persons were obliged
to counteract. Our story will be a
plain, uneventful love tale."
"Who is the heroine, as you call her,
In love with?"
"Your question brings us to an ele
ment that is always of assistance in
holding the interest of a storj"" curiosi
ty. It may bo well in this cast? to con
ceal her feelings from the reader for a
time."
"She has only two men to choose
T-y. Ill vtn O 11 ll A f I" T-"lT' 1 Tl
T,r tnnr l.o nnnthpr -ivhn w 11 Ptl-
tfr nt tlie dimm-some one rtot men-
tioned till then who will be a sur -
prise."
"Is he to be a surprise to you and
Mr. Ferguson?"
"Ile'll be a surprise to me, for the
indications are in favor of Ferguson."
"What do you mean by that?"
"It is difficult of explanation, but I
will try. When an author sets out to
tell a story it is like one moving to
ward an object so distant that he can't
make it out. It may turn out to be a
house or a windmill or"
'An elephant."
"Just so. Now, the story in the au
thor's mind is like that object. He
may suppose it to be a windmill, and
as he nears it, despite his preconceived
notion, it may turn out to be"
'An elephant."
'I see you understand my demonstra-
tJon perfectly."
Tartly. Do you refer to an ordi
nary elephant or a white one?"
'Why do you ask that?"
'I was thinking that if the heroine
took cither of the characters she might
get"
"Something she didn't want?"
There was no reply to this. lie did
not seem pleased with the way the
story was getting on. In fact, he look
ed very glum. She plucked a rose that
leaned toward her from "its lovely
companions'' and handed it to him
Quite likely this was to encourage him
to go on with the construction of the
storr. It brought about the change in
him she desired.
"If you're going to introduce a third
man to come in and take the heroine
at the end of the story I suppose we'd
better settle on who he is to be."
"What need of that?" she asked.
"Well, you see, in story making you
must suggest faintly what you're go
ing to do. The man should be in the
story, but you don't need to give away
the fact that he's to win the heroine in
the end."
"But if we name some one we'll
know that he's a dark horse, and it
will spoil the story for us."
"It wouldn't spoil it for me."
"In other words, you take no interest
in whom the heroine marries."
There was a slight tinge of reproach
in her tone as she said this.
"Not at all," he hastened to reply.
"When I read other persons' stories,
not my own, I always look at the end
to see how it all turns out."
"But this Is your story. Isn't it?"
"And yours?"
"The lady, I believe, has the privilege
of hearing the man's part of the story
before she tells her part.
"Not when they are collaborating
They must work together. They would
never get a story made in the world iD
that way."
"Then I'm afraid It will not bfi
made."
"You might at least tell me who Is
the dark horse."
"If you go on with your story you
will find out all you wish to know."
"Where does your part come in?"
"Oh, my part! I'll write the close."
They had reached a canopy formee"
by the drooping branches of trees
where they could not be seen or Inter
rupted. There he told her his part 01
the story. She listened to It attentively
and even permitted him to put an arm
about her waist to draw her to bhr
and kiss her lips.
"Now, tell me how the story eio,
he said-
"Happily." . ......
Ten Special Points of Excellence
Found Upon Racine Sattley's
New Stawana Gang Plow
The Plow wilh the "automobile steering gear"
Please Note All Are Exclusive and insures at all times every
Features Not Found on Any pound of weight, including- the
Other Plow Made. drivers, being carried on the
First Steering Gear. wheels. This gives us our light
Automatic style direct and draft and allows the wheels to
position, no springs allows the Pass over rough ground without
plow to turn at right angles, in the least afTecting the depth of
either to the right or left, pre- lhe furrow.
vents sliding of the front land Seventh Furrow Wheel Control.
wheel and takes all strain from Automatic steering rod no
same when turning. Every time si(le thrust on tongue; adjustable
the front furrow wheel turns rear furrow wheel not afTecled by
either way the front land wheel horse motion,
is forced to turn in exact unison. Eighth Foot Lift.
Second Hitch. Extremely high double bear-
Two horses on EACH SIDE of ing adjustable to small boy or
the pole, regular farm wagon large man conveniently located
eveners, no patent equalizers and when bottoms are raised no
needed. Center of draft lies ex- levers are in the way and it
actly between the two teams, per- comes just right to be used as a
mitting them to walk as straight step for the operator to reach the
and naturally as though they seat.
were hitched to your old farm Ninth Main Frame.
wagon. - One piece no joints extra
Third Land Wheel. heavy stock will not spring.
Front land wheel is set direct- Tenth Shares,
ly opposite the front furrow Made of "Sattley Special" sofe
wheel, the arm holding same be- center steel, absolutely guaran
ing at the extreme front corner teed against breakage and war
of the fram. The land wheel is ranted to scour in any soil,
set at an angle or inclined in at The New Sattley Stawana Gang
the bottom, same as the furrow Plow is no experiment. We hav
wheel. ing built it for three years with
Fourth Side Draft. this plow as now perfected. The
This construction "Hitch and Racine Sattley company this year
Land Wheel" secures greater made a killing and with it clean
leverage in controlling the course ed up the plow trade of Kansas,
of the plow and does away with Missouri, Illinois, Wisconsin,
ALL SIDE DRAFT.
Fifth Control.
The tongue controls all three
wheels by placing the land wheel
at the extreme front of the frame,
enables us to connect it direct to
lwc
sixttl Single Bail.
! Beams and boltoms being hung
i :i r it.:.
' in irame on one nan gives mis
plow a flexible floating bottom
G. P. EASTWOOD
Plattsmouth, Nebraska
Mrs. J. W. Johnson departed
this morning on the early Bur
lington train for Council BluiTs,
where she will be the guest of
friends for a few days.
A. A. Dotson and wife of Have
lock departed this morning for
their home, after an over Sunday
visit with friends in this city.
John Fiizpatrick was a pas
senger this morning for Omaha,
where he will visit for the day
with his laugbler in that city.
Lawrence Heilzman of Polly
Point, Texas, who has been here
for the past week visiting wilh
friends, departed this morning for
Colorado, where he will look after
some business matters before re
turning home.
Hans Tarns, who has been en
joying a visit here for a few days
with relatives and old friends, de
parted this morning for Caspar,
Wyoming, where he will resume
his duties as carpenter for the
Burlington. Mr. Tarns greatly
enjoyed his visit here with old
friends.
Caught a Bad Cold.
"Last winter my son caught a
very bad cold and the way he
coughed was something dreadful,"
writes Mrs. Sarah E. Duncan, of
Tipton, Iowa. "We thought sure
he was going into consumption.
We bought just one bottle of
Chamberlain's Cough Remedy .
that one bottle stopped his rough
and cured his cold completely.
For sale by all dealers.
Dress Silks
Underwear
Dependon Blankots
Ylaish Comforts
Cotton Batts
ZUCKJEOLECS "C LOTS
Ohio and Indiana, and intend to
do the same in Iowa and Nebraska
this fall and the spring of 1914.
The plow speaks for itself,
Every live dealer and farmer, af-
ter going over its many excellent
points not found on any other
plow made, must admit its
superiority.
We absolutely guarantee this
gang plow in every way.
If you have a house for rent try
little ad In the Journal.
For Sale.
Best GC-ft. front in town. In
grade. Plenty of shade trees and
sewer connections. See A. J.
Trilety. 9-9-iwkd
County Surveyor Fred Patter
son was a passenger this morn
ing for Omaha, where he will at
tend to some matters of business.
Mrs. Joseph Fetzer and daugh
ter, Miss Charlotte, were pas
sengers this morning for Omaha,
where they spent the day looking
after business matters.
Mr. and Mrs. L. G. Larson were
passengers lo Union yesterday
morning where I hey spent the day
with their daughter, Mrs. It. E.
Foster and family.
Ed Roman and C. W. Hula de
parted this afternoon, for the
Black Hills, where they will visit
for a few (lays' with friends and
enjoy a short acation.
George Halmes of Weeping
Water came up this morning an
spent the day here, departing n
the afternoon Burlinglon
today for Notre Dame co'' at
Notre Dame, Indiana.
Mr. and Mrs " - Ciapen and
Mrs. Mar;" ; were visitors
in tb .'urday. Mrs. Maria
-.f9 a pleasant caller at
i r i j office and renewed the sub
scription of the paper going lo
her san, W. E. Gapen, at Stanford,
H. D.
