'I IK Ni.KKOiMC NEWS : FRIDAY , DKCKMIUUR J10 , I ill 4.
BE LARGE' '
rts of the South *
Discuss the Eel-
of that Section of
Formal Opening.
lit ) , Kin. , Hoc. 20.Jack -
keeping upon IIOIIHU III him-
BCOroS Of dlBtlllgUlBllOd Ollll-
who uro hero ( rout far mill
nt nltontl tlio annual convontlon
Southern Educational naHocln-
lion nnd also the mooting of tliu Flor
ida Htnto toaohora aasoclntlon. Tlio
vlaltora began to put In an appear-
nticu yesterday nnil at IHXJII today the
roglator In chnrKu ot U. J. Tlgho In-
dlcatod that the attundanuo would OH-
tubllah a now high record for the an *
clntloi.
The convontlon | > wmlacn to ho not-
Oilo not only for the largo nntnhor
hut almi for the lilih Htandlni ; of the
participants. Every hranoh of oducn-
tlonnl activity IH represented , from
the huiuhlo rural school to the atnto
ttopartiuuntH of oilucatlon and the
highest universities and eollogea. The
H' ilus represented Include Alahania ,
Georgia , Florida , Mlaalaaliipl , Loula-
hum , Toxna , Arlciuiatia , Tennessee ,
MlaRourl , Kentucky , Woat Virginia ,
Maryland , Virginia and the Carollnna.
The nlllcora In charge of the con-
vonllon , In addition to the directors
from cncli atato are : President Waiter -
tor H. Hill , LU 11. , clmncollor of the
Unlvoralty of Georgia ; vlco-proflldont ,
Krancla 1' . Vonablo , LL. 1) . , president
of the Unlvoralty of North Carolina ;
tronanror , IS. 1 * . IJurns , momhor of
hoard of odncatlon , Atlanta , On. ; aee-
rotary , It. .1. Tlgho , superintendent of
HuhoolH , Ashovlllo , N. C.
The general sessions of the convon-
tlon will ho hold In the board of trade
nudltorlnm , and the conforoncoa of
the aovoral dopartmonta In the Wind-
aor hotel naaonihly room , the court
hoiwo , and the luiilltorluin of the Wo
man's cluh.
At the formal opening of the con
vontlon thla evening tlio visitors will
ho welcomed on hohalf of the atuto hy
Governor-elect llrownaul , and on behalf -
half of the city by Hon. D. U. Floleh-
or , proaldont of the board of oducn-
tlon. After theno formalities have
boon dlspoHod of the association will
I llaton to the address of President
Hill , which will bo the feature of the
session. The regular program of pa-
pora , addrosaoa and discussions will
bo taken np tomorrow morning and
continued until the end of the week.
Extra Session In Delaware.
Dover , Dol. , Hoc. 29. Pursuant to
the call of Oovornor Hunti the Delaware -
ware legislature naaoinhlod today In
extra session. The work of the aoa-
alon will bo confined to making tbo
necessary amondmenta to the dofec-
tlvo judgment lion law. It la not ex
pected that the session will have any
effect on the senatorial contest.
To Wrestle for Large Purse.
Ilaltlmoro , Mil. , Dec. 20. At Oor-
mnnla hall tonight "Amorlcus" and
Fred Booll of Marshllold , Wla. , are to
wrestle for a purse of $1,000 and a
share of the gate receipts. Efforts to
bring these two together on the mat
have been making for n long time.
Tbo two appear In line trim and an
Interesting bout Is expected to bo the
outcome. *
Mcllody vs. Ryan.
Port Huron , Mich. , Dec. 20. A
promising program has been arranged
for the Port Huron Athletic club for
Us boxing show -In the Auditorium to
night. The main event will bring together -
gether "Honey" Mollody , of Uoaton ,
and "Buddy" Hyan , of Chicago , for a
ten-round bout.
Fears for Overdue Schooner.
St. Johns , N F. Dec. 28 The
schooner Begonia , with n crew of
eight men , overdue three weeks , has
boon posted na missing It la feared
§ he foundered. The Begonia Is the
only vessel unreported of all those
driven seaward In the gale of Dec
S. Another fierce blizzard swept the
const , blocking trr.illc. Little damage
to shipping Is feared , as few vessels
are now moving In these waters.
Convict * Go to Prison.
St. Ixnils , Thomas E. Barrett. J. P.
Dolan and Frank Garrett , convicted
of naturalization frauds , have been
taken to the state penitentiary to be-
dn their sentence ! .
"I can't get a girl , " cries the do-
pairing housekeeper. A want ad In
The News gets the gin. restores sun
shine In her aoul , cheerfulness In her
home and happiness In her husband
and children. News want ads are
great stuff. If used.
Comic Opera ,
The famous beggar prince opera
company can bo secured for Norfolk
Monday eve. , January 10 , in Aubor's
"Pra Dlavolo. "
Manager Dunlevy has on foot a plan
which If It can bo made to look feasi
ble , will give opera lovers of Norfolk
one night of their favorite amusement.
The engagement de.uula on nn nd-
vnnco subscription sale of at least
300 tickets at 75 cents each , and if
loeured , milmni Ilium will bo given
Ural eholeo of HealH one day In nd-
fanco of the getioinl public.
The lU'KKiu * Prlnco Opera company
IH a line tine of muno twelve yenra
yoniH HiandliiK , and contalna HOIIIO
very line aliiKors , Mlaa It one Palmer ,
prlinn danna , soprano ; ( iertrudu
HulchluHon , innHoprano ! ; Leila
Thorne , Hoprano ; Addle Mumfordiind
U'lnfred Petoraon. contrnlloa ; Mr. F.
W. Wall era and Jay 0. Taylor , tenors ;
( leorgo Byron llrontl and Carl Lolborg ,
Imrltouea ; F. A. Wade and Jack
Mpauldlng , eomedlana ; Ivan UiiHsel ,
miiHleal dliector and a aolecl choritH
of excellent voiced.
Aubor'H nmHtorplceo "Frn Dlavolo"
la a beautiful opera musically , con-
laliui an excellent plot or story , and la
brim full of comedy.
Any dotdrlng to nHHlat In aecurlng
the company , and at the immo time ,
firat choice of aeata for thomaelvoa ,
Hhould call at Leonard's drug atoro
and algn the Hat for the number of
tlcketa deidred.
Archaeologists Meet In Boston.
Bunion. Dec. 21LThe alxth general
mooting cl : ho Arclmcologlcal Iimlltu
( Ion of America , which opened hero ,
brought together a huge number of
pcrsontt cloM'ly allied with archao
oloKlcnl re enrch. The quarter ecu
lennliil anniversary of the organlza
tlon of the society Is also celebrated
at this time Among UIOHO attending
the notion air profesaora ftom niosl
of thu leading Amcilcan colleges.
Water Famine nt St Joseph ,
Bt Joseph. Mo. Dec. 20. Owing to
an Immense jam of Ice In the Mln
fourl river north of the city , a water
famine Is threatened. The Ice has
diverted the water from the Intakes
nnd lowered the level of the river five
feet Three hundred men are work
IIIR on trenches to bring tbo water In
reach of the pumps. Water Is now
being drawn from the reservoir.
Hartlgnn Dies From Injuries.
Chicago , Dee. 20. John O. Hartlgai
of Little Hock , Biipcrlntcndcnt of tin
St Ixiuls Iron Mountain nnd South
ern railroad , died nt St. Luke's bos
pltal here from Injuries ho sustnlnct
\\hen at ruck by a railroad train h
front of the Diiuphln Park station o
tht Illinois Central railroad.
Mrs. Knuffmnnn's Funeral.
Despite the aovoroly cold weather
a largo number of frlonda attende >
tne hat rites for Mra. E. 11. Kauff
maun Wednesday afternoon. Servlc
ea wore hold from the homo of her
parenta , Mr. and Mra. John Donning
at 1:1)0 : ) and In the Christ Lutheran
church at 2 o'clock where a sermon
was preached to a largo number of
relatives and friends. Interment wan
In the now Lutheran cenie'.ery ' on
North Eleventh street where tbo
grave had boon lined with while and
green by members of the local lodge
of Eagles In which Mr. KaulTimum
held momhtirshlp Members of the
order attended the funeral , but not as
a lodgo.
Traffic at a Standstill.
MnralmlltoxMi. la. . Dec. 2l > . Traffic
on two roads out ol this city , tlio
Iowa Centinl and the Chicago Great
Western , Is : u a standstill The only
trains moIng arc thobo from the east
on the Northwestern. The Iowa Cen
tral Is unable to got tiains ? nuh ( ol'
Marshalltown or ninth of Soars > bore
The Noiti\\esiein ! Is unnTile to get
farther east than Ames. There is a
drift nt FalrbanK half a mile long ,
twelve feet deep and a thousand feet
wide. A Chlu\Ko Great Western
train was wrecked because of the
snow two miles sruih of Osborne ,
canning injury to six train und sec
tion men.
Two Die In Blizzard.
Kansas City. Dor 20.- Two dcRthi
are Known to have resulted from the
rt'cont bll/zaid Near Hiawatha Kan
rn'"Jt"Mtinr Minor , an old soldier
lost his way In the storm and was
'lo'i-n 10 death The dead body of
David ClnrK WAS found near Lee's
Sun mil. Mo
MltchHl and Hermann Make Denial.
Portland Oie. Dec i'4 - Senator
John Mitchell and CoiiKres > iiian Her
maun niii\t > d In this city from \\'a lv
Inpton to deny In theh presence and
by their testimonv. If permitted to dose
so the charges made In certain quar
ters lonnecttng : them with the land
fronds ID this stale which ore being
ImeMlpnted by agent ? of the govern
ment at the behest of President
Roosexelt Neither Mitchell nor Her
mann would make a statement except
to denx anv wrongdoing They do
cot seem to know the exact nature o :
the charges against them.
Vrrtrcilr Congenial.
NagRsby When u man and his wife
think the same thoughts simultaneous
ly It Is a sign that they arc exceedingly
congenial. Waggsby So ? Well , then ,
my wife and I are congenial all right ,
for the other night when she sold thai
she wondered why I'd over been such a
fool as to marry her I had been sitting
there In alienee for half nn hour won
dcrlng over the same identical thing.
Baltimore American
IllterillUlr All UlKlit.
A country sexton In Kngland ofll
elated at a funeral chid in a ml waist
coat. At the conclusion of tbo obse
quies the \lenr gently remonstrated
with the old grnvedlRKer. saying : "Hob
ert , you should not wear a red waist
coat nt a funeral. You hurt the feel
Ings of the mourners. " Uobert replleO
placing his hand on his breast , "Well
what does it matter. Mr , so long as the
heart la black ? "
SOUTH DAKOTA CITIZENS WOULD
LIKE A STATE PARK.
MAJOH M'LAUQHLIN , COMMANDER
He Has Lived at the Old Post for
Twenty-five Years , and Hao Grown
Gray In the Service There The
Old Church Still Stands Today.
The people of South Dakota who
live In Gregory county , are hoping
just now that the .state legislature ,
which convenefl thla winter , will BOO
Ita way clear to make an approprla
tlon for establishing a state park on
the alto of old Fort Randall , near
Bonoaleol. Major McLaughlln , who
haa been at the peat for a quarter of
a century and who haa grown gray in
the aorvlco , la nnxloua to have thlR
military u pot , once a milestone In the
progress of woatorn civilization nnil
for yenra a bulwark against the Invn
alon of the red man , atamped indeli
bly tiKin | the recorda of his state.
Nothing now remains at the fort
save the old church , which baa aoor
pioneer daya and frontier llfo that
would thrill tlio boldest of men. The
major hlmaolf , living at the pont will
hia family , atlll recalla the stirring
Hcenea of the early days , when the
old fort , echoing the tramp , tramp
tramp of the aoldlor , marked the llml
of travel for the weatorn Sioux. T <
thla point and no further did th
Koaohud nntlvea dare venture.
The Boldlora protected the Intoreata
of the country then. The old for
atanda on the western bank of the
Mlaaourl , and la picturesque today It
the lonollnoBH of It all. And Mnjo
McLanghlln , n veritable prince , atll
takes care of the post with his long
tlmo prido.
The major WIIR I ho only man when
the Hulled Stales government darei
send ( o ( real with the Rosebud Sioux
for the rollnqulshinont of their native
posacstdoiiH. He could talk with then
and lot thorn understand. They re
apecled him and had confidence li
hia won ) .
The people of southern South Da
kola would bo glad to have the oh
allo of the fortress contorted Into i
public park.
FORMER BATTLE CREEK MAN SU
ICIDES IN CALIFORNIA.
JOHN R. HALE , WELL KNOWN
A Painter by Trade , Who Had Lived
Many Years In Madison County and
Who Has Relatives Near Tllden ,
Ends His Life In Fit of Dipsomania.
Battle Creek , Neb. , Dec. 29. Spe
cial to The News : Postmaster F. H.
L. Willis received a letter from his
son , Fred , nt Uia Angolea , which stat
ed that John II. Halo committed sul-
Ido by cutting his throat with a knife.
t la believed that the cause of this
ict was dipsomania. Ho formerly
I veil at Battle Creek for many years ,
vns well known hero and has ono
laughter , Mrs. Robert Cox , living
tear Tllden.
The deceased was a palntor.
THURSDAY TIDINGS
G. O. Rae was In the city from
Genoa.
J. W. Murphy was over from Wayne
cstordny.
J. H. Rlley was down from Lynch
esterday.
E. C. Burns was up from Scrlbner
yesterday.
Harry Reed was over from Madi
son yesterday.
Valentino Goracke of Beldou was In
Norfolk yesterday.
Mrs. D. W. Hoar was a Norfolk vis-
lor from Bonestool.
Matt Krabol was a city visitor yes
terday from Madison.
AV. I. Rose of Fullerton was a Nor
folk visitor yesterday.
S. W. Appleton was in the city yes
tordny from Plalnvlew.
J. D. Darnell came down from Ba
zllo Mills this morning.
Bon Reid and L , P. Pasewalk were
In Sioux City on business.
J. M. Buckraastor was In Norfolk
this morning from Crolghton.
L. A. Fisher of Oakdalo transacted
business in Norfolk yesterday.
John Hehnorron of Madison was in
the city yesterday on business.
Mlas Jessie Drobort Is visiting will
relatives and friends In Pierce.
C. LaBoll and Mablo LaBell came
down from Newport this morning.
P. M. Barrett Is showing a good
and rapid recovery from hia recent al
tack of gall atones and la able to bo
up and about to a limited extent
Mrs. Risk und Miss Risk of Battle
Creek were Norfolk visitors yester
day.
Among the many Chrlatmas enter
talnmcnts , mention Is made of th
union Baptist Sunday school. Th
distribution of presents with a fin
program , were appreciated. Miss Ha
7cl Benedict sang the "Shopher
King" nnd was given much applause
The Fraternal Order of Eagles hav
completed their preparations forthel
second annual ball which will bo gl\
n In Mnniimrd ! hall tomorrow night
'hoy have aecured at great expense
in orchoHtra from Mnrahnlltown ,
own , and lovers of mimic may ex-
led a rare treat. Laat year the
OnglcN' ball wna the moat brilliant
Hoclnl function of the Hcaaon nnd It
a expected that the coming affair
will ecllpHo IIIHI year's dance In every
'oatute.
The Spring view Herald , published
n the enterprising Inland county aeat
if Kojn Palm county allows enterprise
In the ( sailing of a holiday number
that Is not excelled hy any railroad
town of the same size. Twenty pages ,
filled with live readable iidvortlalng
and Hcauonnblo reading matter and
Illustrations la the result of the pub
llaher'a enterprise. It Is an achieve
munt that piibllshera In many larger
towiiH might find difficulty In dupll
eating.
Dr. Sommera ycatordny examiner
the wound of W. N. lluao , at the
Clnrhmm hospital , Omaha , with an
electric light , for the purpose of do
tormlnlng whether or not the gall
bladder had closed. The fact that no
bllo had formed nnd drained during
the live weeks following the opera
tlon , gave roauon to bellove that tht
bladder had closed. It waa Impoaal
hie to see deep enough to see to a cor
tnlnty. The phyalclnn , however , has
decided that the bllo will not ftirn
and that the wound may as well hi
allowed to heal. Within a week
therefore , Mr. Huso will bo able to
brought home. Mrs. Huso has no
left Omaha slnco the operation. Dr
Sommera says that no difficulty whatever
over will be experienced on accoun
of the lack of drainage.
A SEASON'S ' PLEASURE.
\VImt It ( 'out OnVniiinn In I'pnon
of Ml ml und Comfort.
Mary Makepeace sat down In her fa
vorlte chair In her own room nni
throw her bead bad ; , with a long sigh
"No words can tell how glad I an
that I've made my last visit for th
Bummer. " he an Id. "Now 1 shall 1m v
Dome pence , not to mention pleasure. "
"My dead" said her mother reproach
fully.
" 1 menu It. " returned Mary. "O
course 1 like change of scene , but
urn tiled of adapting my whole life to
others , as I am expected to do na a
welcome guest. "
"My dear ! " naid her mother again.
"Think bow kind everybody haa been
o you. "
"They meant to be they were kind , "
Inry said wearily , "jet I feel na If I
tad b.uelj escaped with my life , nnd
on will admit that is net just the
ight Kind of after feeling.
"Let me tell you , mother , " Mnry
ontinned. "At the Fosters' I changed
ny honra for rising , for ictlrlng and
or eating my meals. At the Lanes' I
hanged father's politics for of course
haven't any of my own to pleaae
Mr. Lane , and 1 had all I could do to
keep from changing my religion to
ilcase Mrs. Lane ,
"At the .Jenkins' I changed all my
lewa about what Constitutes dlvcralon
o ault the family In general. At tbo
'ages' I entirely changed my point of
lew concerning music and books. And
at the NeIns' , where I was 111 , I
changed my doctor nnd took stuff
which 1 felt sure would poison mo Just
o please them.
"I ate cheese , which I abhor , and
gave up fruit , which I like , at the
'Iska * . I slept with closed windows at
Great-aunt Maria's because she la
ifrnld of a breath of air , and I drank
wenty-one pints of hot water the four
lays I was at Cousin Thomas' to 'llusb
uy system. ' .
"No , " said Mary In a firm voice. "I
iay no more vNlts for months to come.
; iome keeping youth may have homely
wits , but If I go about much more 1
shall not have any wits nt nil. "
Youth's Companion.
TRUSTING TO FATE.
Ail Incident Tlmt CSIvc * nn Inilglit
Into Kninluii Character.
A few years ago 1 was taking a
country walk In ICovuo. The road lay
through a dense forest , and the day
was oppresshely hot. I arrived at last
nt a crossroad and sat down under the
Bhndc of the trees to rest. A signpost
pointed Its two arms down the con
verging roads. On one of them was In
scribed " 14 versts to Jnuova , " on the
other " 17 verets to Shadowa. " Present
ly the creaking of wheels and the alow
"clop , clop" of a horse's beefs on the
road behind roused me. A cart piled
high with tinware was coming down
the road , with the driver perched on
the top of the load.
"Good day , brother , " I called out aa
the cart with Ua sorry horse , ycarno
abreast of me. The man returned my
salute , and the horse , glad of any ex
cuse to rest his weary legs , came to a
standstill In the diddle of the road.
"Which way are you going ? " I asked.
"To Janova. There Is a market there
tomorrow. "
"But there is also a market In Sba
dowa , " I answered , "and it Is a more
Important place than Janova. "
"So It Is , so it Is. " the driver replied
with perfect Indifference.
"What have you for sale ? "
"Plenty of good tinware , na you can
ace , brother I have worked for alx
weeks to make this cartload. "
"Well , good luck to you and your
tinware , " I said , pulling nnd cntlng the
berrlea within reach. "Will you take 1
to Jnuova or Shadowa ? "
The man picked up the bit of cord
which served aa reins and prepared to
go on.
"I shall leave that to my horse , " he
answered callously.
The lumbering wagon moved off and
finally passed out of tight down the
Jnnova road , which the horse had elect
ed to take. St. James' Gazettn.
Are You Satisfied With the Bus
ness You Do ?
Thcro are few business men who
would not Increauo their trade If they
could devise means to do It. Any
nan would bo willing to pay a per
centage of the Increased profit lor tlio
aake of maintaining the now atlmu-
UH. It la a rare bualucaa man who
would not gladly lilro an additional
ttalcanmn or solicitor If , hy BO doing ,
that salesman or solicitor would In
crease the hulk of business BO much
that the added proflta would pay the
.iiiluri of the now man and leave sur
plus cash for the bouse.
A good salesman or a good solicitor
la one who , by his skill In presenting
the selling polntu of the gooda at bund ,
IB able to make sales which otherwise
would not be made. If a high-salaried
salesman did not soli things which ,
wore It not for his presentation , would
not otherwise have been sold , ho
would earn no more money for his
employer than an ordinary fellow.
And If It wore not possible to make
people buy things which , but for the
tmlcHinaa's work , they would have loft
unpurchased , then the simplest child
would bo as 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 aov
oral thousand people at the same time.
An advertisement , like a human
.salesman , may ho so clover that it
will create a demand for the goods
and wonderfully increase the Bales ;
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-
ons why the reader will find It to his
dvantage to buy the articles advor-
ised. An advertisement must bo no
lore nnd no less than a printed con-
citation , such as the salesman would
peak if he wore talking , earnestly
nd seriously , to a prospective buyer ,
t can not ramble if It is to bring re-
ults. It can not cover , In the same
ine , two separate articles any more
ban a salesman dare try to sell , In
he bame breath , two different things ,
t must be clean-cut ; rid of superflu-
) iis literature ; sharp , definite and con-
'incing.
No ad. will pay which Is not so writ-
en as to create a demand for the ar-
icle or articles advertised. Every ar-
iclo advertised should bo set off , like
i newspaper article , in a department
of Its own , with a head-line calling at-
ention to it and with Its every selling
point brought out and exhausted just
is completely and as thoroughly as is
ils story written hy a newspaper re-
) orter.
An Ad is News.
Every ad. la news , in its way. And
t must be written in just as Interest-
ng a manner as Is the news with
which it must compete for favor , on
the same page. It must bo clever
enough to attract the attention of the
prospective buyer. Magazines today
are as thoroughly read in the advertis
ing pages as they are In the story
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 , la all-im
portant in the results which are to
bo gained. The heading must be so
worded as to attract the attention of
the person who la Interested In that
particular and who , therefore , may
prove a buyer. A person afflicted with
sere foot will grasp at any tiny adver
tisement whoso headline Indicates that
there Is relief to bo found for those
pedal extremities. Likewise a housekeeper -
keeper will follow down the wording
of any ad , which , In the bold-faced
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 Inatantly
show the line of goods that are dls
cussed and attract the attention of the
desired ones. And a cut , for thla rea
son , must pertain to the article ad
vertised , and must , in Itself , be able
to display points In the article which
will create a demand for It. Any shoo
cut , for Instance , will denote that the
nd. tells about shoes. But If the cut
Is a picture of a well shaped , stylishly
made , substantial ahoo. It will have a
tendency to create o demand for that
particular shoo , Just as would the
words of a salesman who took time to
say that the shoe was of fine ahape ,
up-to-date , hand-sewed and durable.
The so-called "catchy" headings
( which many business man have writ
ten over their ads. , men who have re- .
celved no returns nnd quit Investing
In space because "It didn't pay , " are
not effective. The reason Is evident.
The general render , who "perhaps reads
the Ilrat few lines from pure curloalty ,
quits In disgust. And very frequently
the person whom It Is desired to In
terest , will never look at the ad. because -
cause It does not Interest him at the
outset. On n newspaper , the greatest
care Is taken to wrlto headlines which
vill , nt the first glance , give the gist
of the whole story. If it Is a baseball
article , therefore , the fan knows It
it once and will road It The politi
cian will pass by. Dally papers pay
argo salaries for exports who do noth
ing but wrlto theeo headlines. But
in advertiser will often head his dis
cussion with a line which says "Cold
Weather la Coming , " when It should
have been "Do You Need an Under
shirt ? " The man in need might nnd
might not care whether cold weather
ho will read the lines that follow Just
was coming or not It Is a clm-lt
though , that If ho needs an undershirt" *
to see what sort of bargain ho 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 uo * * " *
pulled painlessly ,
He Will Visit the Advertiser.
When ho has done that , the ad. haa
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 use. If they fall to do that , It
Is now salesmen that are needed and
not a different method of advertising.
If nothing but the goods advertised / '
were sold as the result of an ad. , then
that nd. surely would not pay. It Is
the profit made from additional sales , j
after the buyer has been attracted to J
the store which j
Makes Advertising Pay.
That Is the reason why leaders cau
bo offered , even at cost or perhaps at
a loss , nnd 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 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 nowspajer
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
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 locking at ,
before they will take the time to do
it
The People to Reach.
The people to reach , advantageously ,
aie 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 eveiybody 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 field
very thoroughly every day In the year.
The rural routes out of Norfolk , ot
which there are five today , are reached
by The News just as effectually and aa
thoroughly as are the homos in the
city. The farmers around Norfolk
read The News every day in the week
Just as they used to read weekly pa
pers. Their papers , containing local
and telegraph markets and news , are ,
delivered at their doors every day.
There Is no business In the world
which cannot bo stlumlated by adver
tising. It will not only gain new pa
trons but It will Increase the patronage
of former ones. Advertising la not
a venture. If used Judiciously and
aystematlcally It is bound to bring re
sults. There la no other way out of
it. It Is a commodity in which tha
business man invests for the sake of
getting more out of It than ho puts
Into It. It Is paying one dollar for the
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
haa come to stay and it Is growhjg
more nnd more essential. Local Sf-
vertlslng will pay In any community ,
largo 'or small , if It is done on a sci
entific basis. Done In haphazzard
fashion , it la now , always has been
and nlwavs will bo a waste of money.
The business man who advertises In
the right way , Is bound to Increase hia
business. The business man who Is
not content to run a'long , 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 nnd
more territory can bo reached , and In
an Interesting way nt that , than In
any other method that can be devised.