TflM NORFOLK NKVVR : FRIDAY NOVKMBISK II 11)01. )
CONQnCSSMAN IN THE THIRD IS
HEARTILY ENDORSED.
HE WILL HAVE 1-tOO MAJORITY
THIRD DISTRICT WILL CONTINUE
TO SUPPORT ROOSEVELT.
DIG VOTE IN ALL THE COUNTIES
All Except Three of the Counties In
the District Have Sent In Practically -
ly Complete Returns and the Result
Insures McCarthy's Re-election.
[ Prom \VriliiPM liiy'n Unity. ]
.1. , T , McCarthy IH rc-olcctod con
gressman of the Third congressional
district by u majority estimated tiy tlio
republican congressional committee nt
1,100. 1'racllrally complete rotunm
uru In from nil the. counties In the dis
trict except Ploreo , Stnntou and Knox ,
giving llio above romill. McCnrlliy'M
majorities nro as follows : Morrlek
county 325 , Dlxon fiOO. CVdar 200 , Da-
kola 111. . ) , Hurt 800 , lloouo 100 , Madl-
BOH 325 , Anlolopo 320 , Wayne 435.
Thurstou 50. McKllllp's majorities :
1'laltc 1.000. Colfax 220. Dodge 150.
Colfax.
Sohuylor. Nov. 8. Roger towiiHhlp ,
Colfax comity , gives McKllllp 118 , Mc
Carthy 31.
Nance.
Genoa , Nov. 9. ( Union gives Roosevelt -
volt 231. Parker HO , Mickey 223 , Horgo
OS , McCarthy 22(5 ( , McKllllp 07.
Council Crook : McCartliy , Mc
Kllllp 3li. Cedar : McCarthy 52 , Mc
Kllllp Oil. Kuldor Creole : McCarthy
118 , McKllllp fit. . Cot ton wood : Mc
Carthy 51 , McKllllp .11. Ixmp Kerry :
McCarthy 57 , McKllllp .
Kiillorton , Nov. 0. Kullorton pro
duct glvos McCarthy 15. McKllllp 110.
Kiillorton First ward : McCarthy fit ,
McKllllp 39. Kiillorton Second ward :
McCarthy (51 ( , McKllllp 39. Kiillorton
Third ward : McCarthy 80 , McKllllp
II.
West Nouman : McCarthy 18 , Me
1U11 Ip 11.
Pierce.
U Pierce , Nov. 9. Hlalno precinct
glvos Roosevelt 15 , Parker 13 , McCar
I'l thy 30. McKllllp 21. Plorco product :
Roosevelt IfiS , Parker 112. Mickey 142.
Horse IIS , McCartliy 158 , McKllllp
13G.
Tluirston.
Ponder , Nov. 9. Seven precincts In
Thurston ciluuty , with two precincts
to hear from , glvo McCarthy t9 ! major
ity. The two precincts to hear from
will break oven.
Ponder , Nov. 9. Six precincts glvo
McCarthy 391 , McKllllp 337.
Antelope.
Nellgh , Nov. 9. Twenty precincts
In Antelope county glvo McCarthy
1353 , McKllllp 8(11. ( The same pro
ducts gave names IIIIS , Sullivan 823.
McCarthy will carry the county by
350 , MIcKey by 300. Jackson Is elect
ed state representative by 350 or
moro.
Nellgb , Nov. 9. Ton precincts In
Antelope county glvo Mlokoy 57t > .
HerRO 391 , McCarthy 790 , McKllllp
451 ! .
Thirteen products glvo Jackson for
renroNontntlvo 929 , Norwood 520.
Hurnett precinct gives Roosevelt 81.
Parker K ! , Mickey ii" , llorgo 51 , Mc
Carthy 82. McKllllp 15 , Jackson G9.
Norwood 57.
Log.ui precinct gives McCarthy 132.
McKllllp 815 : the same precinct two
years ago gave McCarthy 82. Robin
son 90. Jackson for roprosontatlvo re-
oolvoH 133. Norwood tlO.Vllllams for
stnto senator receives 123 , Mathoson
95.
Jackson Is elected to the legislature
by n big majority.
Cuming.
\Yost Point , Nob. , Nov. 9. Seven
products in Cumins county give Mc
Carthy 143. McKllllp fi20. Horge car
ries the county by about 400. The
Roosevelt und Parker vote will about
break ovon. Cumlng county Is nor
mally about ISO democratic.
Pllgor , Nov. 9. Pllger precinct glvos
McCarthy 90 , MeKllllp 90.
Stanton.
Stanton , Nov. 9. Dewey precinct
ulves Roosevelt 01. Parker 42 , Mick
c-y 49 , Borgo 57. McCarthy 51 , McKil-
lip 52. Williams 55. Mntheson .
Humbug precinct : Roosevelt 121.
Parker CS , Mickey 92 , Horgo 113 , Mc
Carthy 105. McKllllp 101 , Williams 77.
Mathoson 131.
Platte.
Columbus , Nov. 9. Columbus First
ward gives McCarthy 89. McKllllp 210.
Columbus , Second ward : McCarthy
128. McKllllp 115. Columbus Third
ward : McCartliy 170. McKllllp 100.
Humphrey , Nov. 9. Grantvllle town
ship glvos McCarthy 37. McKllllp 209.
Sherman township gives McCarthy 14.
McKllllp 79.
Lindsay. Nov. 9. St. Bernard pre
cinct glvos McCarthy 55. McKllllp 185.
Knox.
Croighton , Nov. 9. Six precincts In
Knox county give Mickey 3SS , Berge
449. Two years ago the same pro
ducts gave Mickey 341. Thompson
! 520. McCarthy receives 423 , McKil-
lip 440. For state senator Mesorve
44u , Starr 39S. For representative
Post 423 , Geer 427.
Crolghton. Nov. 9. Thirteen out of
27 precincts give Roosevelt 1181 , Par-
Uor 455 ; Mickey 901 , BorgO 993 ; Me-
- ar.thy..mj.McKljlln. , 947i , . orvp
* 7of slatosemitor , 1129 : Starr , SCO ;
Post , republican for nMirosonUitlvo wan
elected by 1098. | IH ! opponent's vote
being lows than a thouHiind. Funk , re
publican for county attorney. 993 ,
llerrmnn , 1032.
Dlxon.
POIICII. Nov. 9 , McCarthy has car
ried the town of POUCH by 300 major
ity and the Indications nro that h will
curry Dlxon county by (500. ( Thin IM a
gain of 11C In town and about 300 In
the county.
Dodge.
Fremont , Nov. 9. Cottrell precinct
KlM' McCarthy 57. McKllllp 108.
North Hum ! : McCarthy 130 , McKllllp
97. Union : McCarthy 55 , McKllllp
III. Wolmlor : McCarthy 7(1 ( , MoKII-
lip 210. AUHIH : McCarthy , McKll
llp 15. Krtimont Klrst ward : McCar
thy 290. McKllllp 191. Kromont Second
end ward : McCarthy 191 , McKllllp
UK. Kromont Third ward : McCar
thy 191 , McKllllp 150. Fremont
Fourth ward : McCarthy 1(19 ( , MeKllllp
218. l.eavltt : McCarthy 33 , McKllllp
3I. Pliilto Valley : McCarthy 71 , Mc
Kllllp 92. NIckerHon : McCarthy 98 ,
MeKllllp 57. Hverotl : McCarthy 53 ,
McKllllp 72.
Wayne.
Wayne , Nov. 9. Wiiyuo county will
give ItooHovnlt a majority of 700 , Mc
Carthy 150 , Mickey 100.
Wayne , Nov. 8. llosklns precinct ,
gives McCarthy 87 , McKllllp 53. Stra-
ban product gives McCarthy 71 , Mc
Kllllp 52. Wlnsldo product , McCar
thy 51. McKllllp 45. Wayne First
wind McCarthy 55 , McKllllp 40.
Wayne Second ward. McCarthy 91 ,
MeKllllp 73. Wayne -Third ward.
McCarthy 120 , McKllllp 52.
SOLID REPUBLICAN DELEGATION
Kennedy Wins Over Hitchcock In the
Second District.
Omaha. Nov. 9. Kennedy Is elected
to congress from the second district
over Hitchcock by a majority of from
IIOO to 500. This gives Nebraska a sol
id delegation of six republican con
gressmen.
Holt.
O'Neill , Nov. 9 Chambers and He-
loll townships give Roosevelt 277 ,
Parker 128 , Watson 112 , Mickey 117 ,
Itorgo 171. This Is a net gain for
Mickey of II. ( llllegan for state sen
ator receives 221 , Robert 81 , a repub
lican gain of 110.
* Kansas.
Topckn , Nov. 9. Returns at hand
how thaji lluosovelt has carried Kan
sas by a majority closely approachIng -
Ing 100,000. E. W. Iloch Is elected
gotornor by the Republicans by a plu
rality of 55,000 or more. T. T. Kelley ,
Republican candidate for state treas
urer , will receive a plurality of 12,000.
Many scratched tickets , together with
an Intricate ballot system , makes the
returns so late that a correct count
of the vote cannot bo obtained far
eovoral hours. Kelley , the state treas
urer , had a hard tight. His election
was practically the only thing on the
ticket over which there was a con-
test. The legislature , which may
have to elect a United States senator ,
will he overwhelmingly Republican.
The eight members of congress from
this state are all Republicans. Con
gressmen received majorities slightly
less than Governor Hoch. There was
a fight on In the First , Second and
Sixth districts and the election of
Republican members was thought to
be In doubt. Congressman Victor
Murdoek's majority In the Seventh
district Is estimated nt 14.000.
Pennsylvania.
Philadelphia , Nov. 9. The Repub
licans have made nn almost clean
sweep In Pennsylvania , carrying the
state for Roosevelt and Fairbanks by
over 325,000 and electing twenty-two
of the. twenty-six state senators and
twenty-nine of the thirty-two con
gressmen. They have also elected
about 17o of the 201 members of the
house of representatives. This glvos
them Control of both branches ot the
legislature by a largo majority , in
suring tin- election of Governor Pen-
nypacker's appointee. P. C. Knox , for
United States senator to succeed the
late M. S. Quay. John P. Elkius
( Rop. ) is elected state supreme court
Judge by a majority almost as great
ns that cast for the Republican na
tional ticket. The Republicans have
also carried nearly all the Judicial
districts in which elections were held
for common pleas Judges and the flvo
counties in which associate judges
vrero chosen.
Minnesota.
St. Paul , Nov. 9. Roosevelt re
ceived a record-breaking plurality In
Minnesota , going far beyond McKln-
ley's margin of 77,000 four years ago.
On the face of the returns so far re
ceived the Republican electoral tlcJiet
will have a plurality of over 100,000.
Parker's vote was much smaller than
that received by Bryan four years
ago , and Roosevelt was especially
strong In counties which of old were
Populist strongholds Despite the tre
mendous plurality for Roosevelt , the
Democrats apparently have elected
their candidate for governor. John A.
Johnson. The Republicans elect the
balance of their state ticket.
Kentucky.
Ixmlsvllle , Nov. 9. With one-third
of Kentucky's 1,896 precincts report
ed , the vote Indicates a majority In
the state for Parker of from 13,000
to 14.000. The figures of the Demo
cratic and Republican managers sTiow
little variance from this result. Ken
tucky in 1900 gave Bryan 8.09S plu
rality. The returns from 6S3 pre
cincts show a plurality of 1G.02C for
Parker. Tha congressional delega
tion Is unchanged , ton Democrats /ad
ono Republican. . .The Populists In
creased their votes slightly.
PRESIDENT CARRIES STATE DY
UNPRECEDENTED MAJORITY.
ESTIMATED AS HIGH AS 75,000
LITTLE DOUDT THAT THE PLU
RALITY WILL BE 00,000.
A NATIONAL LANDSLIDE HERE
The Vote Which Mr. Roosevelt Ret -
t
celves In Nebraska Is Not Less Than
the Sixty Thousand Mark and Prob
ably Will Run More.
Oninlin , . Nov. 9. Returns received
up to 1 o'clock glvo Rooaovolt a plu
rality of 70,000 In Nebraska.
Omaha , Nov. 9. The vote for Roosevelt
velt In Nebraska was unprecedented
mil some estimate his plurality as high
as 75,000. There seems little doubt
that It will roach at least GO.OOO. Two
hundred and llfty-llvo precincts out
side of Omaha and Douglas county re
ported these figures :
Roosevelt 20,995 ; Parker 8,311 ;
Mickey 22,320 ; llorgo 20,787. Seventy-
seven precincts In Douglas county glvo
Merge 8,720 ; Mickey 7,103.
The only part of the republican state
ticket In doubt was that of governor ,
early today.
Early Figures.
Lincoln , Nov. 9. Nebraska hn
glveu President Roosevelt a plurality
of between 30.000 and 40,000 and
everything Indlculos the election ot
the entire Republican state ticket ,
four of six congressmen , probably
live , and possibly the entire delega
tion. The only otllco in doubt on the
state ticket Is governor , but outside
of this county , the homo of Boi0e ,
Governor Mickey is running well
with the rest of the ticket. The re
sult on the legislature , which elects
a successor to Senator Dietrich , la
not yet known. Fuslonlsts , however ,
must overcome a Republican majority
of fifty-two for both houses In the
legislature of two years ago. Fusion
itato headquarters will not concede
the election of Mickey.
Parker seems to bo getting the bet
tor of Watson In the figures so far In.
Ten out of twenty-two voting pre
cincts In the city of Lincoln glvo
Roosevelt a plurality of 928. The
city of Lincoln will give Roosevelt
close to 1,900 plurality against 1,777
for McKinley.
Wyoming.
Cheyenne , Wyo. , Nov. 9. Roosevelt
bus carried Wyoming by about 8,000.
Mondcll ( Rop. ) has been elected to
congress by over 0,000. Brooks ( Rep. )
has been elected governor by over
4,000 over Osborno ( Dem. ) , and the
rest of the Republican state ticket
has been elected by majorities rang
ing from 3,000 to 5,000. The Repub
licans will control both branches of
the state le ! slature , thus insuring
the re-election of Senator Clark.
Cheyenne is far in the lead for the
permanent location of the state cap
ital.
North Dakota.
Grand Forks , N. D. , Nov. 9. Roosevelt
velt carried North Dakota by over
20,000. This is an Increase of over
60 per cent from McKlnloy's majority.
The state ticket Is elected by 4,000
loss. Of the 140 members In the
houses of the legislature about ninety
will bo Republican. Tilts' ' will Insure
the election of a Republican United
States senator to succeed Senator
McCumbcr.
Montana Is for Roosevelt.
Butte , Mont. , Nov. 9. Montana Is
for Roosevelt , returns Indicating n
gain by the Republicans of over 30
per cent over four years ago. Gov
ernor Toole ( Dem. ) Is re-elected. The
Democratic state ticket , with possibly
one or two exceptions , appears to
have won. Every county heard from
has gene for Roosevelt by from 300
to SOO majority.
Washington.
Seattle. Wash. , Nov. 9. Incomplete
returns from tjhlrty-soven precincts
in King county give Mead ( Rep. ) , 1-
050 ; Turner ( Dem. ) , 380. Chairman
Palmer of the Republican state cen
tral committee says that Mead will
carry the state by a comfortable plu
rality.
Idaho.
Boise , Ida. , Nov. 9. Returns Indi
cate that-Roosevelt will carry the
state by from 15,000 to 20.000. French
Is re-elected to congress by 12,000
and Goodlng ( Rep. ) Is elected gov
ernor by about the same majority.
Florida.
Jacksonville. Fla. , Nov. 9. Returns
Indicate the usual Democratic major
ities In Florida. The Democratic can
didates for congress are all elected.
Maine.
Portland. Me. , Nov. 9. The elimi
nation from the election of a state
contest in Maine detracted from the
Interest. The re-suit was a victory for
Roosevelt and Fairbanks.
Texas.
Austin , Tex. , Nov. 9. Returns show
that the vote cast will hardly exceed
375.000. of which' 250,000 were cast
for Parker , GO.OOO for Roosevelt and
the balance scattering.
COLORADO
Adami It Probably Elected Governor
Over Peabody.
Denver , Nov. --Ftom scaltcrlng
roturna It appears thai Roosevelt
cantos Colorado by a plurality ot
about lO.UuO und that Alva Adama
( Dun. ) Is elected governor. Owing
to llio largo numlier of scratches , It
la impossible to estimate the con res-
tlotial vote.
Denver , Nov. -Estimates from
acattcrlng and Incomplete roturna la *
dluUo a plurality of over 10,000 for
Roosevelt In Colorado. The rcbult as
to congressmen and Btato olllccrs la
In doubt on account of the largo num
ber of scratched ballots that have not
bt i-n counted. In 130 precincts out-
Blilo of Denver , Peabody received ,10-
OG8 votes and Adams 10,035 , with 9-
1GS scratched ballots uncounted. The
scratched ballots In the enttie atato
nro catlmatod at over 40.000.
Scratched ballots In Denver which
have been counted run In favor of
Adams In the ratio of about two to
one. On this ban Is the Democrats
claim that Adams Is elcried governor
by 7,000 to 8000 plurality , with a
probability that the remainder of tliu
Democratic state ticket Is also elect
ed.
Missouri.
St. Loull , Nov. 9. At 2:15 : a. m.
Ecattenng leturns had been received
( rum all portions of the state and the
rcbiilL In Missouri , both on the state
and national tickets , was still deep
In doubt. At that tlmo the Democrat
ic state committee claimed a state
majority of 25,000 , while the Repub
lican state committee persisted in a
Republican state majority of 20,000.
Tlio actual result will not bo known
for several hours at least. Out of 405
pri'clncts in St. Louis , 243 gave Par
ker 30,420 , Roosevelt 32f.ii9. Kollc
( Dem. ) , for governor , 34,379 ; Wai-
bildge ( Hop. ) , 29,213.
Cowherd ( Dem. ) , In the Fifth dis
trict , and Ucnton ( Dem. ) , in the Fit-
leentli district , are probably defeated
for congress. The Republican com
mittee claims that Kills ( Rep. ) will
have 1,000 plurality over Cowherd ,
who is chairman of the Democratic
congressional campaign committee.
Kansas City , Nov. 9. The Times
this morning says that Folk ( Dem. )
has been elected governor by proba
bly 20,000 ; that the vote on the na
tional ticket Is still in doubt , and that
Roosevelt may have a plurality and
that the legislature is claimed by the
Republicans. The election of a Re
publican legislature would mean the
retirement of Senator Francis M.
Cockrcll from the United States sen
ate.
South Carolina.
Columbia , S. C. , Nov. 9. Parker
has carried South Carolina by not
lees than 40,000 plurality. The Demo
cratic state ticket has been elected
without opposition. The state legisla
ture Is unanimously Democratic.
The following Democratic congress
men have been elected : First dis
trict , George S. Legaro ; Second , J. O.
Patterson ; Third , Wyatt Alken ;
Fourth , Joseph T. Johnson ; Fifth , Da
vid li Flnloy ; Sixth , J. E. Ellorbo ;
Seventh , Asbury F. Lever.
Arkansas.
Little Rock , Nov. 9. The Gazette's
advices from all parts of the state bear
out tlio estimates of a plurality of 40 , '
000 for Parker. Each of the seven
congressional districts is Democratic
by majorities ranging from 4,000 to
6,000. The total vote will fall short
of that cast at the state election in
September on account of apathy in
some of the counties.
Virginia.
Richmond , Va. , Nov. 9. The Demo
cratic majority on the presidential
ticket will be about 29,000. Nine
Democratic congressmen out of a to
tal of ten have been chosen. Stamp ,
the Republican Incumbent in the
Ninth district , apparently is reelected
ed by a majority of about 1,200.
California.
San Francisco , Nov. 9. Thirty-sev
en precincts complete In this city
give Roosevelt 8,051 , Parker 3,779.
Forty precincts out of 2,215 in the
state outside of San Francisco give
Roosevelt C.1G8. Parker 2.SS1. The
same guvo McKinley 5.429. Bryan 4-
109.
Alabama ,
Montgomery. Ala. , Nov. 9. H. A. D.
Military , chairman of the Democratic
state committee , said that Alabama
had cast the largest vote In years.
The majority of the Parker electors
will bo 75.000 probably.
Oklahoma.
Guthrle. Okla. , Nov. 9. Returns
Ehow substantial Republican gains
over two years ago and Indicate Bird
S. MeGuire's re-election as delegate
to congress over Frank Matthews by
about 1,500 majority.
Mississippi.
Jackson , Miss. , Nov. 9. The Demo
cratic majority for Parker and Davla
vrill be in the neighborhood of 50,000.
Mississippi returns eight Democratic
congressmen , the Republicans making
no opposition.
Georgia.
Atlanta. Nov. 9 The total vote In
Georgia will count up little more than
40,000 , which is very light. All
eleven Democratic congressmen have
been elected.
New HampshlreT
Concord. N. H. , Nov. 9. Roosevelt
has carried the state by 20,000 and
McLane ( Rep. ) , for governor , is elect
ed byat least-12,000. The legislature
is Republican In both branches by
largo majorities.
Are You Satisfied With the Busi *
ness You Do ?
There are 'fe\v bnslntWH mon who
would not Increase their trade If they-
could iluvlRU mcinufi _ to do It. Any
man would ho willing to pay a per
centage of the Increased profit for the
sake of maintaining the new stimu
lus. II IH a rare business man who
would not gladly hire an additional
salesman or solicitor If , by so doing ,
that salesman or solicitor would In
crease the bulk of business KO much
that the added profits would pay the
salary of the new man and leave sur
plus cash for the house.
A good salesman or a good solicitor
Is one who , by his skill In presenting
the selling points of the goods at baud ,
Is nlilu to makes sales which otherwise'
would not be made. If a high-salaried
salesman did not sell things which ,
wore It not tor his presentation , would
not otherwise have boon sold , he
would earn no moro money for his
employer than an ordinary fellow.
And If It wore not possible to make
people buy things which , but for the
salesman's work , they would have loft
unpurcliascd , than the simplest child
would be us valuable In a store or In
an agency , as the cleverest and most
experienced professional. ,
An advertisement Is merely a sales
man or a solicitor , which talks to sev
eral thousand people nt the same tlmo.
An advertisement , like a human
salesman , may be so clever that It ,
will create a demand for the goods
and wonderfully Increase the sales ;
or it may bo so commonplace , so un
skilled and so devoid of effective pres
ent atlon that what It says will appeal
to none.
Advertising Has Come to Be a Sci
ence and a Fine Art.
An advertisement must contain rea
sons why the reader svlll find it to his
advantage to buy the articles adver
tised. An advertisement must bo no
more and. no less than a printed con
versation , such ns the salesman would
speak If he were talking , earnestly
and seriously , to a prospective buyer.
It can not ramble if it is to bring re
sults. It can not cover , In the same
jllne , two separate articles any moro
than a salesman dare try to soil , in
the same breath , two different things ,
it must be clean-cut ; rid of superflu
ous literature : sharp , definite and con
vincing.
No ad. will pay which Is not so written -
ton as to create a demand for the ar
ticle or articles advertised. Every ar
ticle advertised should bo sot off , like
a newspaper article , In a department
of Its own , with a head-line calling at
tention to it and with Its every selling
point brought out and exhausted just
as completely and as thoroughly as Is
hi.- story written by n newspaper re
porter.
An Ad is News.
Every ad. Is news , In its way. And
it must bo written in just as Interest
ing a manner as la the news with
which It must compete for favor , on
the Maine page. It must bo clover
enough to attract the attention of the
prospective buyer. Magazines trtday
are as thoroughly read In the advertis
ing pages ns they are in the story
pages , for the reason that the ads. are
news , interestingly conceived.
The Heading Is All-Important.
Tlio heading of an advertisement ,
the smaller the moro true , is all-im
portant in the results which nro to
bo gained. The heading must bo so
worded as to attract the attention of
the person who is interested in that
particular and who , therefore , may
prove a buyer. A person afflicted with
sere feet will grasp at any tiny adver
tisement whose headline indicates that
there Is relief to be found for those
pedal extremities. Likewise a house
keeper will follow down the wording
of any ad , which. In the bold-faced
head , Indicates bargains for her de
partment bo it llntirons , groceries ,
hot doughnuts or what not.
Cl'TS. ' for this reason , are valuable
features of any ad. They Instantly
show the line of goods that are dis
cussed and attract the attention of the
desired ones. And a cut , for this rea
son , must pertain to the article ad
vertised , and must , In Itself , bo able
to display points in the article which
will create a demand for It. Any shoo
cut , for Instance , will denote that the
ad. tells about shoes. Hut If the cut
Is a picture of a well shaped , stylishly
made , substantial shoo , It will have a
tendency to create a demand for that
particular shoo , just as would tlio
words of n salesman who took tlmo to
say that tho.slioo was of line shape ,
tip-to-dlvto , ha'nd-sowod and durable.
The so-called "catchy" headings
which many business man have writ-
Ion o01 their ads. , men who have ro
col veil no returns and quit Investing
In space because "It didn't pay , " are
not effective. The reason Is evident.
The general reader , who perhaps roada
the first few lines from pure curiosity ,
quits In disgust. And very frequently
the INTSOII whom It Is desired to In
tercut , will never look nt the ad. be
cause It does not Interest him at the
outset. On a newspaper , the greatest
care Is taken to write headlines which
will , at the Ilrst glance , give the gist
of I ho whole story. If It Is n baseball
article , therefore , the fan knows it
nt once and will road It. The politi
cian will pass by. Dally papers pay
largo salaries for exports who do nothIng -
Ing but write these headlines. Hut
an advertiser will often head his dis
cussion with a line which says "Cold
Weather Is Coming , " when It should
have been "Do You Need an Under
shirt ? " The man In need might and
might not care whether cold weather
was coming or not. It Is a cinch ,
though , that if ho needs an undershirt
ho will read the lines that follow just
to see what sort of bargain he can se
cure. If ho does need an undershirt
or If It happens to bo a dentist's ad
that tells him his aching tooth can bo
pulled painlessly ,
He Will Visit the Advertiser.
When he has done that , the ad. hag
done Its work. It Is then up to the
clerks or the dentist to sell him every
thing In the building that ho can pos
sibly uso. If they fall to do that , it
Is now salesmen that nro needed and
not a different method of advertising.
It nothing but the goods advertised
were sold as the result of an ad. , then
that ad. surely would not pay. It Is
the profit made from additional sales ,
after the buyer has been attracted to
the store which
Makes Advertising Pay.
That Is the reason why loaders can
be offered , even at cost or perhaps nt
a loss , and still net the advertiser a
margin on the transaction. That is
why special sales pay. oven though
the specials are cut to bed rock. That
Is why advertising all of the time , ev
ery day and every day , and with al
ways something newsy , clever , attrac
tive to the tnsto and the purse of the
reader , can be made to pay and to
pay well. It stands to reason that ad
vertising MUST NOT IJE SPASMOD
IC If it Is to bring the best results.
If a baseball column In a newspaper
was printed but once a month , it is
easy to see why "fans" would not look
to that column when It did , periodical
ly appear. It logically follows that a
housewife will not look at a certain
cornei of the paper today for clothes
pin bargains , if that corner contained
bargains but three times within a
year. The readers must be trained to < l
expect to find ads. worth looking at ,
before they will take the time to do
it.
The People to Reach.
The people to reach , advantageously ,
are those who can get to the advertis
er , either by mall or In person , to take
advantage of the articles mentioned.
Advertisers in Norfolk naturally do-
slro to reach everybody in the city , all
of the farmers within a driving dis
tance from the city and other persons
in tributary territory who may visit
Norfolk.
To the end of covering this identical
field. The News 1ms been working for
years. It now dons cover this Hold
very thoroughly every day in the year.
The rural routes out of Norfolk , of .
which there are five today , are reached
by The News just as effectually and ns
thoroughly us are the homes in the
city. The farmers around Norfolk
read The News every day in the week
just as they used to road weekly pa- 1 |
pors. Their papers , containing local &
and telegraph markets and news , nrq
delivered at their doors every day.
There | s no business in the world
which cannot be stimulated by adver
tising. It will not only gain now pa
trons but It will Increase the patronage
of former ones. Advertising is not
a venture. If used judiciously"
systematically it is bound to bring re
sults. There is no other way out of
'
it. It is a commodity in which the , .
business man invests for the sake of
getting moro out of It than ho puts
into it. It is paying one dollar for the
purpose of making two or throe and
'
many times more than that.
It Has Come to Stay.
The uncertain period of advertising
bus passed. As a business getter It 4
has come to stay and It Is growing
more and moro essential. Local ad
vertising will pay In any community ,
largo or small. If it is done on a sci-
entitle basis. Done In haphazard
fashion , It Is now , always has been
and always will bo a waste of money.
The- business man who advertises in
the right way , Is bound to Increase his
business. The business man who Is
not content to run along , year afjej ;
> oar. In the same channel and no'vor
grow In trade , will find advertising the
surest , quickest and most dependable )
method of satisfactory growth. And
newspaper advertising is the most
economical In the world today because
through this medium more people and.
moro territory can bo reached , and In
-Interesting way at that , than In
any other method that can bo devised.