Henry C. Smith
LANDS & LOANS
V___
240 acres well improved, li miles from Depot in Kas. Good spring Best of terms. Will take ^
40 acres as part payment, balance long time at low interest.
200 acres \lA miies from depot. Richardson county, Nebraska. Good buildings and land Will I
take 40 or 80 acres as part payment 1
100 acres upland, 1 mile from depot, Richardson county, Nebraska. $12,000.
160 acres Johnson county, Nebraska 80 nnls to church and school. Best c>f terms. Might rent, ft
107 acres near Brownville, Nebraska
80 acres b -mile from Falls City high school.
040 acres, $8,000 improvements Also 640 acres adjoining. Will take 100 acres a- part payment. I
Fine running water. A No. 1 opportunity. g
Money tc loan
V*__.____ J
THE POWER OF THE PRESS
DR MORSMAN DISCUSSES AD
VERTISED PRODUCTS
Very Often the Druggist " Holds
the Bag Impossible Claims
tor Mere Nostrums
There is no business that is so
much a victim of "publicity” us the
drug business. Today an advertised
product may be selling well; tomor
row a new one is marketed and fore
ed upon the druggists' shelves by
pouring money into the advertising
hoppers of the magazines and news
papers. Soon the old one languishes,
dies and the druggist, unless lie is
alert, lias a few '"chestnuts” left to
remind him of its vigorous sale. Then
conns the third, and the second goes
the same road It matters not that
the first one was good, or that the
second one was bad, or Hint I hey
were all practically tile same thing;
it is' the advertised inline the brand
— that counts. The customer is told
to ask for "Ihineo" and lake no oth
er. And he wont, lake any other.
He blindly follows the advertisers
lend lie has more confidence in that
paid advertiser that lie never saw
than lie has in Ids neighbor that lie
tins known for years And "Hiinco"
tt must lie.
True, there an some advertised
products that continue to sell rigid
along in spite of their newly intro
duced rivals \ little jess popular
perhaps, but in fairly good demand
all the time. They are the ones
whose managers never stop ndvertis
ing. They are constantly bombard
ing the people with “literature" of
some kind It isn't always the best
preparation that succeeds it is the
best nisn behind it, and often it is
not the honest utlvi rtising that does
the trick, hut flic blatant unscrupu
lous, lying, promi -■■ ■ everything
kind that wins out.
It tnkos a good man, a man of
i
judgment, persistence and nerve to
start a new preparation for general
sale nowadays Advertising is milch
less effective than it used to tie
and more expensive. It must be big,
! unusual, costly, or nobody knows it
j is going on. It Is a "nervy" man
j or a man with a deep pocket who
dares to break into the game Hut
once in, he must play the game
steadily, persistently, if lie wins.
Many do not win. The failures are
plentiful Hut others try it They
probably have nothing ney to offer
that hasn't already been ot'f< red—no
new discovery New discoveries are
ntre, and tunny so-called new discov
eries are only "rediscoveries." They
have nothing to insure success. It
is just a pittlless fight In the advertis
ing arena, with money us the weap
on. Occasionally an article comes up
for recognition that sails along of
itself. Menthnlutum was of thin
kind. Ila projector didn’t have mon
ey enough to buy even a small
amount of newspaper spaci lit1
couldn't and didn't do any advertis
ing but Mcnthnlatmn sales Just grow
and grew. It has been a matter of
phenomenal wonder to every drug
gist familiar with the fuels. II lias]
made a fortune for its owner in the j
Iasi ten years, hut nothing for adver-|
tisiag men. Hut such an instance is i
unusual, very unusual. The cost Is
often enormous. The advertising!
scheme of Sanitol about a year
ago almost, bankrupted the concern,
and it hasn’t made good yet
Mow imn li el this advertising hill
does the public pay? All of it—ev
ery rent of it, if they buy the goods.
The manufacture!' who is exploit
ing u product must figure the ad-j
vei'tising cost iii with the cost of mak
ing and selling That is why advet'-j
i Used products arc often Inferior to
others.
As an object lesson to show that!
! the public pays the advertising bill. I
here is an instance. A certain hair;
brush is advertised under a special!
name nnd the mVdium size ‘ ells for j
one dollnr. The same manufacturer!
puts out the same brush under a
name not advertised and it sells for
seventy-five cents.
Advertising of the large kind is j
now nearly always done by advertis-|
iug agencies; firms that make that
their business and who employ tal
ented experts to write advertisements
and place contracts with publishers.
They know little about the goods they
advertise. Their business is to
convince the public that advertised
articles are the only kind to buy,
and so make good to their employer.
Naturally such advertising is one
sided and nil their assertions must
be taker cum grano. Usually their
statements are very misleading and
often untruthful Look at the ad
vertising for Postum. The basis of
all of it is the attack upon coffee.
The more people they can scare out
of the coffee habit the more they
can get into the Postum habit. And
there is no cause whatever for this
attack upon coffee, except as they
make tin' cause and influence people
against it for their own ends. True,
there are a few people who cannot
drink coffee, but there are some who
cannot drink Postum, also there are
some persons who cannot eat straw
berries Probably if these people
were selling imitation strawberries
they would exploit that fact as ad
vertising aminu11it ion and everybody
would shy at the strawberry crate.
There are differences in coffee too.
Some of it is quite as bad as Post
mu. Mr. Post was very indignant
when be was accused of buying pea
nut shells to put in Postum, but, i! is
a shell game he is giving the public
in liis advertising.
Hut it is in matters pretainuiK to
tile drug trade that the profession
al advertiser shines. Here he can
claim I lie earth for his particular pre
paration, and In1 does it. These ad
vertisements not only twist the truth
and distort facts; they not only dis
simulate and mislead, but they “Ho
in their teeth” by making prepos
trous claims that they know absolu
tely cannot he fulfilled. And it Is
so admirably done! How modest
their philantliopliy; how kind their
disinterest; with what guileless inno
cence they disclaim any intent to
overestimate the wonderful value to
the public of this phenomenal dis
covery! Il is so smooth that tile
owner of this miraculous offering
seems over modest and doesn't ap
preciate liis own worth, and the
reader having reached this (^inclu
sion is ready to swallow the glib
statement, lies and all; ready to ac
cept every testimonial at their face
value and down the stuff. Testi
monials! Part of them are bought,
part of them are just “obtained," and
part of them are made out of
whole cloth—"faked." Few of them
have any real value as testimonials.
Many of these advertisements claim
to be new discoveries, great scien
tific achievements. Some of them
even get into the medical journals
and fool the doctors. Antikamnia is
an instance. The doctors used it
and prescribed it and thought it was
a great addition to their materia med
ica, until the pure food law showed
them it. was nothing but Phenacetine,
that they were paying five prices
for.
It is no wonder that advertising
in these lines has lost much of its
potency. It is no wonder tlKit it
takes big money now to get results.
We are reminded of Lincoln's fam
ous saying—“You can fool all the
people part of the time; a part of
the people all the time, hut you
can’t fool all the people all the
t ime.”
Of course the Nostr on ad
vertisements are the worst, but
there are many others t lint are little
better. How is this for unblushing
effrontery: "Write to Mrs Pink
ham for free advice concerning wo
mens' ailment-' etc.” Mrs, Lydia E.
Pinkham has been dead for a long
time and the mails do not go where
she is. True, there is another Mrs.
Pinkham, who married into the (fam
ily, but she didn't marry into the
business. They are still running
that in their ads and literature.
Write to Mrs. Pinkham" indeed!
Who reads these- letters addressed
to Mrs. Pinkham? What is their
advice worth? Many of these con
! corns advertise "all letters and com
iiiunieatioiis strictly confidential,”
land yet it is charged that these let
ters are bought and sold by firms
who make it their business to fur
nish addressc-s and letters to quack
medical concerns. Samuel Hopkins
Adams makes the- charge and gives
his evidence. It is pretty- damnable
if it is true. But why write to
them? What evidence is there ex
cept their own statements that they
arc competent to advise? Why trust
a stranger with confidential matters?
All the statements of any adver
tiser claiming “A New Discovery,”
"Special Preparation,.l'lic- Result
of Long and Careful Experimenting,”
"An Entirely New Compound,” “A
Heretofore Undiscovered Remedy,”
"The Discove ry of An Old Physi
cian," "An Accidental Chemical Dis
1 I
covery," "Entirely New Oomoination
Known Only to Me,” “An Indian Rem
edy." etc., etc., must be discounted.
No faith whatsoever should be put
in them. New discoveries are rare
and this class of men do not. make
them, even "accidentally." The ad
vertiser may be a physician, but he
probably isn't. He may be a chem
ist, but this is still less likely. He
may be an Indian, however, and
quite likely a bad one.
Most of the magazines now exclude
all this class of advertising matter.
They do not need It, they have
plenty without it. They preened
their feathers and took great credit
to themselves in the "holier than
thou” style when they announced,
this exclusion, hut the real reason
for its exclusion was that they had |
more ads than space, although they |
stretched their covers all they could!
to get it in. Some newspapers also
exclude this class of advertising !
Religious journals and farmers’ pa-'
pers are not as a rule very exclu
sive. With a few exceptions they
publish any old thing ij.' the copy
is pinned to a check.
Many of these advertised products
arc utterly worthless. Some of
them just simple, ordinary com
pounds. representing no medical
knowledge, no pharmaceutical skill,
and of no great merit., become un
der the optimistic hand of the
paid advertisement writer, great and
wonderful creations of science and
marvels of efficiency, that, have es
caped the knowledge of the studi
ous physicians earnestly search
ing for light, the experimenting of
the alert, pharmacist anxiously seek
ing new combinations, and the con
stant delving of the high-priced corps
of chemists kept on yearly salaries
by the pharmaceutical houses for this
very purpose. Strange, if true 1
but not so strange as that pimple be
lieve these things true.
How call the people protect them
selves against the exaggerations of
these artistic liars? Persons who
will not read tin art of an honest
local merchant will spend the entire
evening over this kind of rot. It
ought to carry its own condemnation
to the intelligent mind if it, doesn't
then the best way is to use “horse
sense.” but if the reader 'doubts liis
ability to differentiate between good
and bad, then be had better not, read
the stuff. A little more confidence
ill his druggist would bo advantage
ous. Put your business with a inam
you have confidence in and then
don't hesitate to ask his advice and
follow it, occasionally, at least.
A. MORSMAN, M. D.
Morsman Drug Co.
I>r. A, J. Tucker and wife and dau
ghter, Miss Florence of Sedaiia ar
rived Friday to attend the funeral of
the former’s father, ,f. J. Tucker.
They remained in the city ,a few
days and were guests of Mr. and
Mrs. J. L. Slocum.
Miss Myrtle Riggin, who lias been
visiting her sister, Mrs. Frank Knick
erbocker, left Saturday for Franklin,
Neb., to join the Douglas Vaudeville
Company.
Pete Kaiser new bungalow at
the corner of Morton and Fifth
street is well under way. When com
pleted will add greatly to that part
of town.
Mrs. .1. C. duple and little daugh
ter, who have been tlie guests of her
sister. Mrs. Will A. Crook, left Sat
urday for her home In Berthona, Col.
Mrs. Alex Kerr of Salem came
down Saturday morning to Hsit Mrs.
Rule, but was called home in the
afternoon because of the fire.
Prof. Dalzcll of Peru was a guest
at *t.he home of Ills brother-in-law
last Friday. He came down to act
as judge at the debate.
Rev. Liddell of Tecumseh was ia
the city last Friday the guest of Hr.
Bailey. He also attended the Masonic
lodge in the evening.
Mrs. Kachelries lefl Saturday for
tier home in Alma. Nob., after a vis
it witli her daughter, Mrs. Will A.
Crook.
Mrs, Bruno Hansen came down
from Omaha Friday to spend two
weeks with her parents, l>r. and Mrs.
Kerr.
J. R. Cain. Jr., war, down from
Stella Friday evening to attend 1he
meeting of the Royal Arch Masons.
Miss Helen Restorer went to St.
Joe Thursday to visit Mr. and Mi'S.
Hal Sowles fo a week. ,
Mrs. ChniMer Siiarts returnde Sat
urday from m ten days visit with
Kansas City friends.
Supt. R. L. Hoff came down from
Humboldt to attend the county teach
ers’ examination.
Miss Nola McCool was down from
Salem Satudav the guest of Miss
Louise Rule.
Mrs. Ollie McLean is in Verdun
this week visiting friends.
R. R. Horroeks made a business
trip to St. Joe Thursday.
Shoes for All Mankind
/ *
OUR ENTIRE SPRING AND SUMMER STOCK OF FOOTWEAR IS NOW AT YOUR DISPOSAL
ing to the extreme early spring our shipments have been late in reaching us, but we are now glad to announce that we have just received our ENTIRE
M*R Vi \NJ!) SUMMER STOCK OE FOOTWEAR, and are able to show you a greater variety of styles, and offer you better real money saving values than
■ cr before. You will wear good shoes this spring, and we are in a position to supply your wants. OUR STORE WANTS YOUR BUSINESS this season,
ii ul we are making inducements in every department which you cannot afford to pass by. Our lines in all departments are well selected and full of value.
\ e can pleas.* you if you are one of those people who buy where money goes farthest. In the first place, we want to remind you of the IMPORTANT FACT
We Can Fit You
■v; NNC carry 'I L the widths from the narrowest to
the widest No matter how soft the leather, or pliable
the sole, a shoe MU5I I'll to he comfortable. If vour
*hoe E!T5 WELL it will WEAR WELL.
Quality for the Price
or value received, is what you are looking for. Our
o'vth has been conservative, sure and steady, which
i the strongest indication of meritorious merchandise
and business - like methods. ONE PRICE IT) ALL.
\N e are constantly showing the newest creations in
footwear, for young aad old, and anticipate THE COR
RECT STY LES for each season. GET THE HABIT of
looking to us for the new productions in footwear.
The Oxford Family
We call particular attention to our Men’s Line of Ox
fords. In range of prices and qualities the line cannot
be surpassed. In dull and shiny leathers, tans and
blacks, we can cover the wants of all mankind, young
and old. Our
Young Men’s Oxfords
have all the “snap” possible, including the high arch,
high toe and low two eyelet ties, in all good leathers.
Our women’s, misses’ and children’s line of Low Cuts
includes EVERYTHING THAT’S NOBBY, up-to-date.
These styles are made in a variety of leathers and are
up to the minute in fashion, fit and finish. Our stock
of Pumps now includes ail patterns and leathers; sizes
from infants up; at prices to suit all purses.
■ T *
The Work Shoe Proposition s where we shine. If a man ever wants a real comfortable shoe, it is when he works. We carry the largest
- ."" =- stock of Men’s Work Shoes of any dealer in Richardson County, and can give you your fit in all leathers, from
heaviest to the lightest, in tans and blacks. We sell the famous Welt-sewed Plow Shoesin all leathers, and the ELK SHOES for men and boys are car
ried in green, pearl, tan brown and black. No better Shoes made. A trial will convince you of the worth of every shoe we place on sale. Give us a trial.
I Our line of Childrens Barefoot Sandals is now complete, having received our final shipment this we3k. BRING IN THE LITTLE FOLKS and we will do the rest. We carry a full stock of Tennis Shoes during
the summer, in black and white, at RIGHT PRICES. Headquarters for Rubber Goods. Large stock to select from FIT ALL HEELS. “Ball Brand" line of Rubber Goods. None better
H. M. JENNE SHOE STORE i
A N UP- I O-DATE REPAIR SHOP. ALL M 0 l) E R N MACHINERY. W E CAN SAVE YOU M O N E Y HER