TIMi NORFOLK NKWS ; I-MMIM V , DHUKMUKK ' , ) , 1001.
JUBILEE OF PROCLAMATION OF
IMMACULATE CONCEPTION.
OBSERVANCES FOR A MONTH
Many Americana are Attending the
Celebrations Fifty Years Ago Today -
day Plus IX Set a Crown on Image
of Virgin Mary The Festival.
Homo. Dee. S There \\IIH n mag-
nlllcent spectacle In St. Peter'H today
m the occasion ofUio celebration * of
the jublluo of the proclamation of the
Immac.ulato conception. Observances
In connection with the Jnhlleo Imvu
been In progress lor a month or more ,
nnd the celebration reached a glorious
climax today with the ceUibrntlon of
the papal muss In St. Peter's , followed
by the solemn crowning by Plim X
of the mosaic picture of "Our Lady"
In the choir chapel.
The Interior of the vast basilica WIIH
illuminated and adorned with ning-
.nlllcent hangings , and the building
WIIH tilled with a great concourse of
people. Including all the pontltlclal
dlgnllnrlos. diplomats ami the Koman
noldllty. l-'rom nil parts of the Cath
olic world prelates and prleslH had
Journeyed hither to participate In Iho
celebration. Krom the United HlatcH
there WIIH present a pllgrlmagd of
more than 1,000 lay members of the
church , headed by a distinguished del
egation of churchmen that Included
lllHhop O'Donnell of llrooUlyn , lllshop
Chntanl of Indianapolis , President
Morrlsoy of Notre Dante university
nnd a number of others.
Troops Keep Order.
Italian troops kept order In the
wiuuro In front of SI. Peter's , whllo
the pontlllelnl bodyguard was sta
tioned within the cathedral.
Pope Plus , nttlred in his slate robes ,
was homo on the sedln gostiitorlii at
the head of an Inflioslng procosHlon
composed of the eullro papal court ,
fiOO patriarchs , cardinals , archbishops
unil lilflhops. A roar < if cheering rose
.from Iho mull Undo on the popo'n ap
pearance , but the npplauso was quick
ly hushed by the guards. When the
cortege reached the choir the pope
nllghted , took his seal on the poitll-
llelnl throne , nnd the cardinals and
other ecclesiastics massed around
him. The solemn ceremony of the
papal mans was then proceeded with.
A feature of the Impressive ceremo
nies was the singing of Perosl's now
cantata "all Immacolata. "
Crown "Our Lady. "
The crowning of the mosaic ileluro <
of "Our I.ady" followed the celebra
tion of the papal mass. Exactly lUty.
years ago today , immodlatoly after the
mass In which the dogma of the 1m-
nuiculnto conception was dollnod ,
Plus IX sot ji rich crown on this 1m-
ngo , but the now ciown placed there
today by Pope Plus X Is vastly uioro
precious. It consists of twelve largo
stars , formed of hundreds of precious
stones , and united by an nureolo of
solid gold.
An Interest lug feature In connection
with the present jubilee celebration
lias been somewhat overshadowed by
the brilliant ceremonies ! n St. Peter's.
This Is the "Marian congress" now In
progress In the vast Church of the
Twelve Apostles , nnd In the halls of
the Cancollnrln and the Homan semi
nary. All countries of 'tho civilized
world are represented In the congress |
and also In the Marian exposition ,
which ooouples the olght largo halls
on the llrst lloor of the I.ntoran pal
ace.
How Festival Originated.
The festival of the Immnculaio con
ception of the lllosscd Virgin Is truce-
nblo In the Greek church from the
end of the iith century , and In the Lat
in dates from the 7th century. A great
controversy preutlled for a long Unto
In the west as to whether and In what
sense the conception of the lllossed
Virgin Mary was to bo hold Imnuicn-
late , and in what sense the lllossed
'Virgin herself was to he hold con
ceived without sin. In the end , nt
the Instance of bishops in various
parts of the church. Pope Plus IX ad
dressed a circular to the bishops of
each nation calling for their opinion
and that of their people as to the faith
of the church on the point. On the
receipt of replies all but absolutely
unanimous , the pope issued a solemn
decree In Homo , In a numerous council
of bishops , on December S , 1S51 , de
claring the doctrlno to bo an article
of Catholic belief , nnd proposing It as
such to the universal church. On the
promulgation of this dogma , which has
been accepted throughout the Cath
olic world , churches named after the
Immaculate conception sprang up In
the United States tlrst , and at tor ward
throughout chrlsendom generally.
On the occasion , fifty years ago ,
when the doctrine was formally de
clared , tablets were placed In St. Po-
ter's recording the names of all the
cardinals and bishops who took part
in the council. Of all these hundreds
the last survivor was the late Pope
Leo XIII , whoso name occura on the
list far down among the cardinals of
the time. The Into pope was looking
forward ongerly to the jubilee celebra
tion , in which , however , he was to bo
duulod taking pim by the hand of
death.
Georgetown's New Bulldfngs ,
Wasliimttou. V ) : C. , Deo. S. Gam-go-
town university , one of the leading
fiitlinlle ndmmtlouaj institution * of
America , today celebinted Iho Jubilee
of Iho doxmn of Iho Immaculate con
ception by dedicating HM mngnlllcon !
new refectory and dormitory build-
iign. The dedication WIIH participated
n by many prominent chuichmeii of
Washington , llnlllmoro and other ( ill-
en.
en.The new lefectory and dormitory
est $125,000 , and IH four stories In
lolghl The largo illnlng-ioomH on the
Irst lloor are finished with costly
Jgvptlan marble and Scagllola wains-
ollng , while Iho calling are decorated
ty eminent nrtlstH.
NORWAY PAYSJONOR TO POET
DJornstJerno DJornson Is Seventy-Two
Years Old Today.
Christiana , Dec , 8. The seventy-
second birthday of lljoriisljeruo lljorit-
son. the Norwegian poet , dramatist
and novelist , was widely celebrated
throughout the country today. The
city was decorated with Mags , and a
congratulatory address from the people
ple of Denmark was sent to Italy ,
whore the famous pool Is spending
the winter.
Despite his sovcnly-two years ,
Itjornson IH still full of energy and
vigor , Ills new piny , just published ,
IH pronounced by the critics to bo
equal to any of his former work. It
In culled "Daglaunel , " and In It Iljoni-
sou's strong subjectivity IIIIH received
a power , a color and n life , which llftH
the piece to the authoritative sermon
on beauty mid goodness. The play
will bo produced at the National thea
ter hero early. In February , and It will
also bo given this season In Sweden ,
Denmark , ( lormniiy nnd other coun
tries.
Hjornson writes that he will return
( o Norway In the spring nnd will bring
with him n now story , which ho be
lieves will Interest literary circles.
Dispute In Lou Dillon's Rccoi'd.
Now York , Dee. G. The board of re
view of the National Trotting associa
tion assembled nt the Murray Hill ho
tel today with abundant Indications ol
n lively session ahead. 15. 10. Smntli-
ors , owner of Major Dolnuir. was on
linud armed with evidence to support
bis demand that the mlle tecord of
11:01 : , recently made at Memphis bLeu >
Lou Dillon , bo set aside. Mr. Smath-
ors Is said to have the cortlllod a III-
davits of Dr. Holleiibach and M. .1
Shannon , who caught the mlle nt
1OD ! : l-r > , and other testimony , whicl
ho claims \\lll completely refute the
olllelal timers.
Referring to the engagement wo secured
cured through you of Hov. Father L
,1. Vaughaii for two lectures nt oui
clmutuuqun , I desire to express toyoi
our high appreciation of the lectures
delivered. We Hatter ourselves-
having this year the best prograu
and the best talent of any year of on
assembly , and It affords me mitcl
pleasure to say that the words o
commendation that I have heard fron
all classes are such as to have me be
Hove that Father Vnughnn's lecture
are easily classed among the best of
any delivered before our assembly.
Ills "Sermons from Shakespeare" was
a masterly effort portraying the best
iof the dramatic work of that great
bard ; while his Sunday evening lec
ture , "The Power of Love , " showed
the ability of the lecturer In an en
tirely different aspect and proved his
capability as a scholar and orator.
I unhesitatingly lecommend him to
those seeking the best of work hi his
chosen lino. Very truly ,
0. W. Hanloy.
Secretary Northern Chautuuqua as
sociation , Mnrlnctto , Wis.
Early Resident of Norfolk.
S. S. Cobb , who was burled from
the olllce of W. H. H. Hagey yester
day , was formerly a well known early
resident and business man of Norfolk.
Under the tlrm name of Cobb & Over-
holser ho conducted n grocery busi
ness In the Verges building at the cor
ner of Norfolk avenue and Fifth street.
He was likewise engaged in the small
fruit business at his home on West
Norfolk avenue in an early day , after
ward building the fine residence nt
the corner of Thirteenth street and
Koeitlgstoln avenue. Ho moved from
Norfolk with his family in ISM.
Mr. Cobb was Ilfty-live years of age
nt the time of his death and was a
native of New York state. Mrs. Cobb ;
mo daughter , Mrs. Wlnnlo Eggloston
of Minneapolis , and one son , Frank
Cobb with a wholesale , rubber com
puny In Minneapolis , survive him.
Mrs. Cobb and son accompanied the
remains to Norfolk and will remain
hero until Monday. Mrs. Hngoy and
Mr. Cobb were cousins. A sister of
Mrs. Hagey , Mrs. 0. F. VanVechten of
Cedar Haplds , la. , came too late for
the funeral.
Mr. Cobb was a member of the Con
gregational church and hold member
ship In the church hero under the pas
torate of Hev. J. .1. Parker who con
ducted the funeral services. Many
who wished to attend the services
wore unable to find out the time that
had been set because of the fact that
the telephone nt the Hagey homo was
out of order.
"I can't got a girl. " cries the do-
"pairing housekeeper. A want ad In
The News gets the girl , restores sun
shine In her soul , cheerfulness In her
home nnd happiness in nor husband
and children. News want ads are
great stuff , if used.
Goott for what alls you News want
ads.
GREWSOME SIGHTS IN THE MILLET - ,
LET FIELDS OF LISOYANG.
BATTLE'S MEANING TO RECRUITS
Striking Endurance of a Wounded Jap
anese Soldier Ravages of Pariah
Dogs Wounded Combatants Who
Were no Longer Enemies.
AINhe kaoliang , that tall millet with
It * burden or grain at the top Ilialas -
acted com , In being cut low on recent
battlelleldn , writes the special corre
spondent of the New York Post from
Llaoynug , lit Manchuria , under the
date ( if Oct.1. . On coming bnttletlelds
It stands In rows , In strips , In sparse
clump * or harvested In towering stacks
In any design or condition that will
Horvo to COUT Japanese earthworks or
Bcntrlo.s or assist In stealthy Infantry
rcconuollcrlug or disclose the approach
of the enemy. The Chlne.se farmers
hasten to cut It us the armies dictate ,
glad to save some of their crop.
Children no bigger tiian a blade of
the stalk , wearing nothing but n pig-
tall down their backs ami a narrow
blue apron depending from the neck lit
front , give help with the sickle , and so
do the elderly women , who have hlth
erto been so fearful of showing them
Helves that It appeared there were no
women In Manchuria. Strong as any
peasants are these women , delicately
IIH they inoxo on the tiny feet which
the men Inno made them bind for cen
turies so they would never run away.
One of them In thu plain before I.lno-
yaug came upon a prostrate Japanese
soldier. He looked dead , but ho was
nieiely In n lust faint. It was twelve
ilaj'H subsequent to the end of the bat
tle. The search parlies had not found
him. New recruits passing on their
way to supply the vacant places at the
front wore called. They got their first
glimpse of what a battle may mean to
an Iiidlxlduul.
The unconscious soldier had been
struck In the ( high by one bullet , and
one tibia had been shattered by an
other. The recruits saw thu attempts
hu made to bandage mid dress his
wounds with the "llrst aid" material
wiilcli every soldier carries ; they saw
the wrappings brown with dried blood.
Kent ami broken millet within reach
showed bow he had fed himself dur
ing the twelve days of his painful Iso
lation. Ho had eaten the tassels of
grain at the top by pulling them down
to his mouth. Exhausting one spot ,
he had only to drag himself a foot or
two to be among plenty again. It was
the want of water , of course , which
tortured him most and which finally
took bis senses away. After arriving
at the hospital he spoke of holding his
mouth open to catch rain , of setting his
cup for It , of making a hollow with a
piece of khaki and of lapping dew from
blades of the kaoliang In the morning.
Yes , his shattered shin had ached , but
lack of water to wet his tongue , that
iniido him think ho must die.
There are worse sight In the kaoliang.
It gives one n shudder to see a llock of
rooks settling and circling , and the tall
down way In which pariah dogs-cous
ins of the Siberian wolf- emerge upon
the pats as you are riding along needs
140 Interpretation. In the busy days of
bilrlal many Russians , were not placed
very deep. Once lit awhile you see n
uniform containing a few bones be-
slilu a violated grave. The other day ,
its the attaches were being shown the
positions the llrst army fought for , the
whole party surprised a dog tugging
hard at something. It ran , leaping ,
and there lay a poor Cossack , wholly
uncovered , with one trouser torn away ,
revealing well , soldiering Is not mere
ly n parade through waving Hags and
cheering friends , singing dear songs
or country under beautiful starlight
beside glowing camptlres , nor even all
shouting and getting decently shot ,
Another episode , which , however , I
cannot describe at tlrst hand , was this
which comes through ( ienernl Fuji of
the Kurokl army : Several wounded
men lay on a hillside artor a night
charge. Six were Japanese and sev
en \ \ ere Russian. They saw one an
other ami crept together and stretched
themselves side by side to keep warm.
One Russian whose hurt was In the
arm olVeied to steal down the hill to
water and till nil the canteens. lie
had gone only n little distance when
he was shot by comrades who could
not distinguish his uniform. Another
Russian volunteered. He got safely
out or slcht , but be never returned.
The Japanese got him. The rest of
the men could not walk , so all lay
quietly In one group , enemies no lon
ger. In'the morning they were round
by a patrol ami cared ror In the same
hospital.
Artor the Llaoyang battle one missed
the numerous curling smokes which
heretofore had risen rrom a fighting
place that had been won. One missed
also those tandem couples of soldiers
bearing between them on a polo a
heavy box or ashes There were so
many dead at Llaoynng and It took
BO long to ilnd them that only officers
were incinerated. The nsh or the hard
part or thelrjhroats was preserved nnd
shipped back to be burled In Japan ,
but the men or common rank hnd to ba
burled In quickly dug trenches holding
sixty or eighty each.
Pint III I.oltt-r Writing : .
The latest fnd among women who
vary their forms or letter writing every
ory little while Is to use Roman nu
mentis ror dates , says the New York
Press. It is a puzzling proceeding , too ,
ror to see n note or Nov. 11 , ror ex
ample , dated XL , XL , MOMIV. , Is
quite as conruslng as Is the Illegible
scrawls or the nvorapo fashionable wo
man's handwriting.
DEFECTS IN FEDERAL LAW " I
Attorney General Calls Attention to
One Important Matter.
Washington , 1H' . I ! Attorney ( Ion-
era ! W. II. Moody. In Ills annual ropoil
to eongioHs. rctommoiidft thu enact-
iiR'in of a law Hint will pio\ldu. In
kiibstniico. ( hut whore i\n \ Indictment
IB dill ) icimiicd to a toiiit of tliu
Utilli'd Slates the Ju.lge of Iliiit couit
may , In lilx dlivioiioii. Issue a liunih
wannnt lor Hie Hire * ! of the defend-
ntd whoiou'r they mn > lit1 found
within the teriltnrlal II nil IB of the
United Status , and that it Hlmll be thu
duty of all persons authorized to serve
such procons to arrest the puison or
portions Indletod , and If thuy fall after
reasonable opportunity to I'lirnlHh ball
for their appearance to bring them
to the comt In which the Indlctmunt
hns bcon found.
The attotnoy general explains that
much ombnnaKinuMit In the adminis
tration of the law has arisen from tha
Inability of the United Status to brine
an offender to the place and the court
where by the constitution and laws
the accusation against him must bo
tried.
' " JAMESON , TYNERlS DEAD 'V
Former Postmaster General , Later
Tried for Fraud , Passes Away.
Washington , Dec. G. .lames Noble
Tyner of Indiana , onro postmaster
Kunernl and at various tlmus bccrc-
tary of thu Indlnna senate , representa
tive In congress , tlrst and second as
sistant postmaster gonoial and as
sistant attorney general of thu post-
olllce , died ot paialyslb at his home In
this city.
Mr. Tyner was postmaster general
tor a short time * during President
Grant's administration. His last of
ficial duties \\eie as assistant attor
ney gencuil for the postnfllce depart
in out , fiom which olllce ho was re
moved last year , which was followed
by his Indictment , together with his
nephew , Harrison .1. liairctt , on a
charge of conspiracy In connection
with Mie use of the malls by certain
alleged "get-rlch-qulck" concerns. On
this charge he was acquitted by a
Jury. lie had been In ill health fern
n number of years. I'lo was born In
Indiana In 1S2fi.
New Airship Makes Good.
Alameda , Cal. , Dee. ti. George 13.
Heuton , thu Inventor and designer ol
the nliship "California , Messenger , "
has demonstrated not only that his
flying machine \\ill tly , but Ilkowiso
that it will go where it is bidden , re
gardless of-condlllons otinds. . The
airbhip nnula another abcent. lloatou
spending an hour in the air and trav
eling at will in any direction ho de
sired. The mechanism for diiuctiug
the ship worked without a hitch o :
any sort.
Miners' Federation Meeting.
Denver , Dec. G. The executlvo
board of the Western Federation of
Miners convened In this city. Ono
of the subjects to be considered Is
th Cripple Creek strike. "The issues
Involved in the Cripple Creek strike , '
aid President Charles H. Meyer , "ro-
main unsettled and the situation U
unchanged. Personally 1 see no rea
son why the utrlkc should bo called
off until a satisfactory agreement with
the tnlna owners has been reached. '
There Is considerable Illness among
the Russian troops , consequent upon
close confinement to the trenches
nnd bomb pi oofs and thu contiuua
nervous btraln.
RUSSIAN LAWYERS PROTEST
Refused Admittance to Hall , Bar As
sociatlon Declares for Free Speech.
St. Petersburg , Dec. G. The marked
Independence of the attitude of varl
ous classes since the zemstvo meeting
Is Illustrated by the action taken b ;
the bar association on the occasion o
the anniversary of the codification o
the laws under Alexander III. Tha
association assembled at the regular
time set apart for the purpose by Hie
government , but found the doors
closed by order of the procurator o
the court of appeals. Thereupon the
300 members inarched to the town
hall. There the president decllnei
to preside , declaring that the meetlni
was Illegal , but the members refusec
to disperse , elected n chairman am
passed a resolution censuring the pro
curator , which will be officially lodgcc
with Interior Minister Svlntopolk
Mlrsky. Then the association en
tered Into a general discussion of the
causes why ninny of the laws passoi
forty years ngo remained dead letters
nnd adopted resolutions declaring tha
the laws could not remain In living
force and protect citizens against mis
rule until the Invlollbllty of domicile
nnd freedom of the press , conscience
nd association were guarded.
Buffalo Bank Closes Doors.
Buffalo. Dec. 6. The German banfc
of which President Emory of the Oer
man-American , is also president , ha
closed Its doors. A notice posted on
the door gives ns the reason for cloa
Int : "Insufficient funds to meet a
constantly Increasing run. " At tha
Gorman-American bank there was no
trldence of a run.
Think They Have Mr. Dove.
Chicago.Dec. . 6. The South Chicago
cage police believe that they have
the mysterious "Mr. Dove , " or HusB
supposed to be the slayer of the
Chauffeur Hate. William Knight and
Marlon Knute were arrested on the
charge of stealing two automobiles
and It Is said that Knight fits the do-
Ecriptlon of the man wanted for mur
der.
Are You Satisfied With the Busi =
ness You Do ?
There arc few business men who t
ould not Increase their trade If they
ould devise means to do It. Any
inn would be willing to pay a per-
outage of the Increased prullt for the
ake of maintaining the now stlinu-
is. It Is a rare business man who
vould not gladly hire an additional
nlusmnn or solicitor If , by BO doing ,
lint salesman or solicitor would In-
roaso the bulk of business so much
liut the added profits would pay the
alary ot the new man and leave sur-
his cash for the house.
A good salesman or a good solicitor
s one who , by his skill in presenting
ho boiling points of the goods at hand ,
a able to make sales which otherwise
vould not bo made. If a high salaried
nlcsman did not sell things which ,
vore It not for his presentation , would
tot otherwise have been Bold , he
vould earn no more money for his
employer than an ordinary fellow.
Vnd If it were not possible to make
leoplo buy things which , but for the
talesman's work , they would have left
inpnrchused , then the simplest child
vould be as valuable In a store or In
in agency , as the cleverest and most
experienced professional. ,
An advertisement Is merely a sales-
nan or a solicitor , which talks to sev
eral thousand people at the same time.
An advertisement , like a human
Dalesman , may be so clover that it
will create'a demand for the goods
uul wonderfully Increase the sales ;
or it may be so commonplace , so un
skilled and so devoid of effective pres
entation 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 will find It to his
advantage to buy the articles adver
tised. An advertisement must be no
more and no less than a printed con-
*
vcrsatlun , such as the salesman would
spuak If he wore talking , earnestly
and seriously , to a prospective buyer.
It can not rumble If it Is to bring re
sults. It can not cover , in the same
line , two separate articles any more
than a salesman dare try to sell , In
the same breath , two different things
It must bo 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 be set off , like
a newspaper article , in a department
of Its own , with a head-line calling at
tentlon to It and with Its every selling
point brought out and exhausted just
as completely and as thoroughly as is
his story written by a newspaper re
porter.
An Ad Is News.
Every ad. is news , in Its way. Anc
it must be written In nst as Interest
ing a manner as Is the news will
which it must compete for favor , 01
the same page. It must be clever
enough to attract the attention of the
prospective buyer. Magazines today
are as thoroughly read in the advertls
Ing pages as they are In the storj
pages , for the reason that the ads. are
news , Interestingly conceived.
The Heading Is All-Important.
The heading of an advertisement
the smaller the more true , Is all-im
portant In the results which are to
be gained. The heading must be so
worded as to attract the attention o
the person who is Interested In that
particular and who , therefore , may
prove a buyer. A person afflicted with
sore feet will grasp at any tiny ndver
tlscnient whoso headline Indicates tha
there Is relief to be found for those
pedal extremities. Likewise a house
keeper will follow down the wording
of any nd , which , in the bold-facet
head , indicates bargains for her de
partment be it flatlrons , groceries
hot doughnuts or what not.
CUTS , 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 rca
son , must pertain to the article ad
vertlsed , and must , In itself , bo able
to display points in the article which
will create n demand for It. Any shoe
cut , for Instance , will denote that the
ad. tells about shoes. But if the cu
Is a picture of a well shaped , stylishly
made , substantial shoo , It will have a
tendency to create a demand for tha
particular shoe , just as would the
words of a salesman who took time to
say that the shoe was of fine shape
up-to-date , hand-sewed and durable.
The so-called "catchy" heading
which ninny business man have writ
ten over their ads. , men who have re
el ved no returns and quit Investing
n space because "It didn't pay , " are
lot effective. The reason Is evident.
'ho general reader , who perhaps reads
ho ilrst few Hues from pure curiosity ,
nils In disgust. And very frequently
ho person whom It Is desired to in-
ercst , will never look nt the ad. bo-
uuse It does not interest him at the
utset. On a newspaper , the greatest
are Is taken to write headlines which
vlll , at the first glance , give the gist
f the whole story. If It Is a baseball
rtlcle , therefore , the fan knows it
it once and will read It. The polttl- /
clan will pass by. Dally papers pay \
arge salaries for exports who do noth-
ng but write theno headlines. But
in advertiser will often head his dis
cussion with a line which says "Cold
Weather Is Coming , " when it should
mvo been "Do You Need an Under-
hlrt ? " The man in need might and
night not care whether cold weather
vas coining or not. It is a , clnci
hough , that If he needs an undershirt
10 will road the lines that follow just
o see what sort of bargain ho can se
cure. If ho does need an undershirt
or if it happens to be a dentist's ad
that tells him his aching tooth can ba
mllod painlessly ,
He Will Visit the Advertiser.
When he has done that , the ad. has
lone its work. It Is then up to the
clerks or the dentist to sell him everything -
thing In the building that ho can pos
sibly use. If they fall to do that , It
s now salesmen that are needed and
not n different method of advertising.
If nothing but the goods advertised
wore 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 leaders can.
bo offered , even at cost or perhaps at
; i loss , and still net the advertiser a
margin on the transaction. That is
why special sales pay , even 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 taste and the purse of the
reader , can be made to pay and to
pay well. It stands to reason that ad
vertising MUST NOT BE SPASMOD
IC if it Is to bring the best results.
If a baseball column In a newspaper
was printed but once a month , it la
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
corner 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
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 de
sire 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 has been working for
years. It now does cover this Held
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 as
thoroughly as are the homos In the
city. The farmers around Norfolk
read The News every day In the week
just ns they used to read weekly pa
pers. Their papers , containing local
nnd telegraph markets and news , ara
delivered at their doors every day.
There Is no business In the world
which cannot be stimulated by adver
tising. It will not only"gafn""new"pa1.
Irons but It will Increase the patronage
of former ones. Advertising Is not
a venture. If used judiciously and
systematically it Is bound to bring re
sults. There is no other way out of
it. It Is a commodity in which thai
business man invests for the sake ot
getting more out of it than ho puts
into it. It is paying one dollar for tha
purpose of making two or three and
many times more than that.
It Has Come to Stay.
The uncertain period of advertising
has passed. As a business getter It
has come to stay and it is growing
more and more essential. Local ad
vertising will pay in any community ,
large or small , If it is done on a sci
entific basis. Done In haphazzard
fashion , it is now , always has boon
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 la
not content to run along , year after
year , in the. same channel nnd never
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
more territory can bo reached , and In
an interesting way nt that , than In
any other method that can bo devlsod.