'IHU N KM IA M3\VH \ : FUil A 1 , JAN1 ! VHY 6 , 1905.
DAN CRAVEN INCORPORATES THE
NORFOLK LAUNDRY.
GIVES INTEREST TO YOUNQ MEN
Name of the New Incorporation Will
bo The Norfolk Laundry Company.
Employes , by Saving Small mount
Each Week , Can Plant Their Funds.
To glvo lilH employes nn opportuni
ty to InvoHt their savings In a busi
ness In which ( hey huvo u rnnalnnt
interest , nml for the pnrpoHO of Instill
ing In those share holders n greater
Interest In the work. Dun Craven ,
proprietor of the Norfolk steam hum-
dry. has Incorponitod IIH ! property unit
will sell shares to such of hln em-
ployoH as deHlro to lake atook. The
now linn nnnio will ho "Tho Norfolk
hnundry company. "
Through philanthropic limtlct , Mr.
Craven IH doing for the young men In
hla oatnlillHhinont a wonderfnl good.
By giving them an opportunity , pay
ing u few itollara each month , to II-
ually acquire ahnroa of the atocic , ho
la starting them on a fnturo tmaln that
will ho bound to help thorn In later
years.
The cnpUnl stock of the new corpo
ration la $ 10,000. The HharoH are $100
each. Thua In the course of a year
an oiuployo , saving a few dollars each
week toward that end , gradually bo-
conioa owner of an Investment that
will always ho planted ntul always
prolltablo.
ITHE PORT ARTHUR SCOOP"
The News Scored an Important Dcat
on the First of the New Year.
The Nowa began the now year by
scoring ono of the most Important
"scoops" that has been known In the
newspaper world for many months.
That heat was the news of the fall
of Port Arthur.
The morning papers on Monday had
a bulletin which said that possibly
Port Arthur might , within a short
tlmo. capltulato. Alongside those
morning papers , all over northern Ne
braska and Into Norfolk homes , went
the News "extra" announcing the fact
( hat Port Arthur had already fallen ,
that Joy reigned In Toklo , that the
boats hud been destroyed and for ( ho
matter of that , all other details of In
terest. The report was prettily com-
ploto.
I3von papers which have special
correspondents In the far east , ami
which had boasted their ability to beat
the Associated Press , were scooped
by the wonderfully quick and com
plete work of the Associated Press
on this story. Morning papers on
Monday , which are served with spe
cial New York bulletins , had not one
word of the capitulation , and were
glad to use their Associated Press re
ports.
The war In the east 1ms brought out
the marvelous ability of the Associat
ed Press. The world has relied upon
this service , and the service. In turn ,
has boon reliable. And It has beaten
the rest of the world In getting the
nows.
The News has been enabled ,
through this service , to glvo to thou
sands of Its readers In the northwest
and In Norfolk , fresh "beats" for man >
months past. Perhaps the Port Ar
thur fall was the cleanest cut. mo t
Important and most satisfactory beat
of all. *
The News had planned to Issue no
paper on Monday , owing to the holi
day. The Port Arthur bulletin , however -
over , was enough to glvo the readers
In this country an "extra" that they
might know on Monday , Instead of on
Tuesday , what was going on In the
world.
TREES INDUSTRIALLY IMPORTANT
National Forestry Congress Shows In
creased Interest.
Washington , 1) . 0. . Jan. t There
was n largely increased attendance nt
today's sessions of the American For
est congress. The subject of consid
eration at the morning session was
the lumber Industry in its relation to
the forests. Prominent lumbermen ,
editors of lumber trade Journals , rep
resentatives of wood-working Indus
tries and those having extensive prac
tical experience in forestry presented
papers. The discussions were con
fined to questions of practical and
economic Importance. This after
noon the congress discussed the Im
portance of public forest lands to min
ing. The use of the forests In mining
and the application and Influence of
present land laws were among the top
ics considered.
AUCTION MRS , DODGE'S ' NECKLACE
Valuable String of Pearls Will be
Sold Tomorrow.
New York , Jan. 4. The pearl neck
lace , with diamond pendant , that was
taken from Mrs. Phyllis E. Dodge sev
eral years ago by Theobold , a former
treasury agent , was placed on view
for Inspection today preparatory to
being sold at public auction. The
sale Is set for tomorrow and will take
place In the United States marshal's
office.
The sale Is probably the most not
able "f H Ulnd that luia over taken ,
place In this city and will culminate
a CIIHO thai has nil me led national at
tentlon. When Mr . Dodge disem
barked from the steamship St. Paul
lu June. I SDH , Hho fuilil ( hat mortl of
the Jewelry she had with her was
bought In thin country Two boxes ,
however , nmrKod with the names of
Parisian Jewelers , were found , and
the jewelry was oonflHi'iiled. A year
later the ease wan brought up In the
United States district court , and on
the payment of u part of the required
duly Mrs. Hedge regained all the
Hlozed Jewelry except the famous
nocklaco. hater the case was brought
up In-fore the ( lulled States stipK'iuo
court , and a decision against Mi's
Podge was made. She then brought
the case before President Roosevelt ,
but he refused to Interfere.
PREDICTS DAY OF RECKONING
FOR FRENZIED FINANCE.
STANDARD OIL IS ATTACKED
Doaton Financier Tells James Creel-
man That His Campaign Against
"the Whole Rotten Scheme" Will
be Carried on In Deadly Earnest.
All through ( he critical business
ho tire of Krldny , Dec. 0 , when Thomas
W. Lawson , muster spirit in the pres
ent extraordinary war against Stand-
aril Oil llnancc In Wall street , was re
ported to be locked up with II. II. Rog
ers , generalissimo of Standard Oil , per
fecting the details of a settlement for
| U,000OuO nil through that anxious
time , when the stock tlckurs ami news
papers of the country were trying to
BUcaH the meaning of Mr. LIIWBOII'B
sudden silence and Inaccessibility ho
wns standing In his quiet room in
Toung'H hotel at Boston explaining the
situation to the public , suys James
Crvolman In the New York World.
Although 1 sat In the room with him
almost from the time the stock market
opened until long after it cloned , not
once did Mr , Lawson show the slight
est sign of excltemunt over market af
fairs. Strong as an ox , clear eyed , tran
quil , smiling , the man who had moved
the financial market downward against
the will of the greatest combination of
capital the world has ever scon bore
himself like one absolutely contldeut of
success. Tbp bunch of blue cornflowers
In his buttonhole was not fresher than '
he , although on the previous day he
had fought through one of the greatest
battles In the history of speculation ,
hnd made nn hour and a half speech at
a night banquet , had gone to bed at
midnight and risen before 5 In the
morning. 1
In that one day he had forced nearly
8,000.000 shares of stock Into the mar
ket In New York.
"My one Instrument Is publicity , " he
nld. "It Is the most powerful weapon
in the world. With It I have been able
to strike with some of the power which
eighty millions of Americans possess
when they are wide awake and lu ear
nest.
"This week's work Is only the be
ginning of a demonstration that the se
crecy of the frenzied finance system
under the cover of which the saving *
of the people gathered Into banks , trust
Institutions and Insurance companies
have been used by the Standard Oil
crowd to rob the people through the
stock market cannot succeed against
publicity. The people only need light
to finve then solves.
"At thi' beginning of the week 1 advised -
vised the people of the t'nited States
to sell Amalgamated Popper and the
other pool stocks It wns the tlrst step
in the linnl renli/.ntlon of plans I had
been maturing for ten year1 * . Since
then , ariinst : the whole force of the
billion * and billions commanded by the
Standard OH system. Amalgamated
hnd dropped from SU Into the sixties. I
give the people my word , which I have
never yet broken , that not onio In that
time have I sold a share of Amalga-1
mated stock. Not only that , but I
have actually bought large blocks of
Amalgamated In order to steady the
market and prevent too great and too
sudden a panic , so that my friends ev
erywhere might be able to get out.
without complete ruin. But for that
I believe we would have hnd n panic
greater than the Northern Pacific' '
crash. j
"The frightened leaders and agents
of the 'system * spread reports that I
was In league with the lending plung
ers and manipulators of Wall street ;
that 1 was making a more stock raid ;
that I wns trying to 'shake down * Mr.
Rogers. The truth Is that I hnvo no
partners. Sot n soul knew my plans
nntll my first advertisement appeared.
I have no price , for there can be no
pence now until the whole rotten
scheme of frenzied finance Is smashed
and things are brought bnck to their
aaturnl honest level. I nm In deadly
earnest. No umn knows better than I
do how grout n service I nm render-
log to the American people.
"The National City bnnk put an ad
vertisement In the newspapers In which
they offered Amalgamated Copper at
$100 n shnre 75,000.000 shares. That
bank and Its officers were responsible
for the description of the property
which I signed. They would have done
better to have tnken $23,000,000 of the
money of their depositors and thrown
It in the grate.
"What do I mean ? I mean that the
City National bank la subject to law
executed by tha federal government ; I
mean that Theodore Roosevelt Is run
ning thla government just now ; I mean
that the government 1s bound to take
notice of grout crime * ngnlimt the people
ple ; I mean that there Is 11 terrible
reckoning for the 'mstom' nt hand , "
"Hut If Amalgamated Copper shares
were worth $100 when you were mar
ket manager for Mr. Honors and his
friends bow Is It that they are not
worth that price now ? " I asked.
"I have tried to mnke that plain to
tl public. " ho snld quietly.
"The other day Mr. Rotors' lawyer
wnn trying to ( jet me to stop I told
him Hint I Intended to force the Stand-
nrd Oil crowd to put the price of Amal
gamated Popper buck to $100. nt which
I ndvlsod my frlomls to buy It. lie
nnlil thnl the Ntoi'kvns not worth $100.
I iiHkod him how bo know. He an
swered that Mr. Honors. Mr. Stillmnn ,
Mr. Rockefeller nml Hie ether fellows
in control hnd dlHOovorrd that they had
boon deceived when the property wtui
vougtit. They did not consider U
worth more than $15 n share.
"That settled it in my mind. I ap
pealed to the public to test the situa
tion. I itdvlHod them to Hull Amalga
mated nt once and keep on selling. If
it was worth $100 the men In the 'sys
tem , ' having billions of dollars behind
them , would buy It. If It WIIH worth
only $15 a Hhare , then the price must
fall to Hint point In the end. It was
imply n question whether the public
could unload on tin * Standard OH crowd
before the 'system' could unload on the
public. "
"Thon you caught the lenders of
Btaiulai-d OH at the psychological mo
ment ? "
Mr. Lawson's smile wns beyond
words to descrlbo.
That partly explains the crash , " ho
eald. "They were ready to unload on
the public , but the public moved too
quickly. Publicity destroyed the ono
great weapon of the Standard OH men ,
which Is secrecy. 1 hud been tricked
and deceived , and UIONU who were re
sponsible had used my name to decelvo
and trick the public. 1 got out Into the
open and laid the plot bnre. 1 had been
working up to that point for many
yearn , always waiting , watting , wait
ing for the dny when I could begin a
work of reformation In behalf of
eighty millions of people.
" 1 know my game. I have stood here
to Boston for thirty-six yours studying
man and bis wnys. I hnve no false con
ceptions of my own strength. I know ,
and I hnvo known nil along , that to
win ngnlnst a system backed by bil
lions of dollars , working In the dark
and controlling largely the Inwmnklng
powers of the nation , I must have the
people with mo. My articles In Every
body's Magazine were simply In prep
aration of the public mind for the prac
tical demonstration which 1 have made
this week that the whispering manipu
Inters of Wall street will not buy ni
$08 a share slock which they were sell
Ing to the public nt $100 a share.
"It Is the savings of the people whlcl
these men use. by means of banks
trust Institutions and Insurance com
panics , that has enabled them up to
tills time to sell worthless stocks for
good money. That Is the secret o
their power to maintain high prices fo
watered securities. But once the trutl
is made known their power Is sure to
crumble that Is , when the people
1 arouse themselves and act , ns they
have done this week. It is only neces
nry to soil stock to find out that tb
I system' which hns manufactured th
prices will not buy It , for the very
good ronsoii thnt they themselves know
the truth. Frenzied finance wants t
! dump Its Intlnted securities on the pub
He. The public bna hnd a lesson o
how quickly the crooked manipulators
Will run when the stocks nre offeree
bnck to them , . , . .
"Up to tne present time the Standan
OH 'system' hns been methodically get
ting control of the people's savings.
hnve boon nt the very heart of its oper
atlons mid know bow heart less its pu
posis ami methods nre. The men be
hind It have hnd more power to bring
the American people to the chopping
bloi k than Theodore Roosevelt with a
proclamation of war and with congress
and tl > o army and the mllltin behind
him. They think only of dollars. They
top nt nothing. They have no con
science. And the mon who nre sitting
up nights waiting for their wheat to
grow so thnt they mny hurry it Into
the Wall street hopper , the millions
slaving In fnctorlcs and saving money
by self denial , hnve boon blind to the
fnct that the hoardings they gnve so
freely to the great and little financial
Institutions of the country were the
renl source of the strength of the nev
er sleeping , cold blooded Wall street
manipulators who nro draining the
country of its wealth by n deliberate
j-stcin of robbery.
"Ten jonis ngo I wnnted to do the
work I have begun to do now. But I
would hnvo mnde n mlstnke hnd I
tnrtcd In then. The situation has
grown r > 00 per cent worse in these ten
years. Watered stock schemes of $10-
000.000 hnve enlarged themselves to
-rue Miindnrd oil interests came In
to my world simply because they en
tered Boston to control gus affairs.
They wanted to run their nutomobllo j
down n particular rond. but they found |
a fellow standing In the middle of the
road. They did not dare to run over
thnt fellow , ns little ns he wns , because
be wnrned them that he bnd In hU
pocket a stick of dynamite thnt would
blow the machine up if it passed over
him. Mr. Rogers Is a really big and
brntny mnn. He saw and understood
the situation. Ho offered to take mo
tnalde of his secret lines.
"It Is said by my enemies and they
are mnny , and some of them nro crack
ajacks , I ndrntt thnt I am a squealer ;
thnt I huve peached on my pals. That
U absolutely untrue. From my boy-
bood up I have always Insisted on be
ing free and Independent But I have
never consciously told a lie or violated
a confidence. The newspaper files will
show that when I made my deal with
the Standard Oil people I publicly an-
Bounced that I bad entered into a BO-
rot agreement with tbem. That brought
fc , bqrrUd call from MX. Rogers , who
wnnted O know wlmt I meant I told
him. ns 1 had told him before , that 1
hnd to work In my own. way. that my
methods wore open and nbovcbonrd
and thnt I could not work successfully
unless I wns free to do things as I
thought they should be done
"Thnt was my arrangement with
Standard Oil They hnd n great chest ,
mil the whole method of the 'system'
wns to prevent nny one from getting
a poop nt thnt chest save an ono of
them ntul on their own terms. I refused -
fused to tie bound by their code. I
told Mr Rogers ngaln nnd ngnln that
everything I learned ni the market
manager of the Stnndnrd Oil Interests
[ felt free to use publicly nt any time.
Mr. Ilnfor * ncnln nnd ngnln nssured
too that that wns fully understood. Ho
told me Unit I was the only man who
had over been admitted within the
Standard Oil 'system1 on such terms.
To Hocine my co-operation they violat
ed their fundamental Inw of secrecy.
But they were fully warned of my at
titude In advance.
"All through thnt tlmo I hnd deep
flown In my heart the plan which I am
carrying out now. Kadi day brought
me nearer to the day when I could expose -
pose the whole system of fraud to tha
public. Having that Idea always pres
ent with me , I was careful to avoid
deals or partnerships which Involved
aiu * loss of Independence to act when
the day for action came. 1 have boon
worth as much as $1:8,000,000 : , and I
have lost as much ns $11,000,000 , but
never hnve I altered my purpose to
awaken the public to a realization of
the great crimes committed against
it In the name of finance.
"I have Just begun. Before I got
through the people themselves will un
derstand how to overthrow the 'sys
tern. ' They have but to sell bnck to the
manipulators their watered securities
and sell and sell and sell , nnd they will
find that thu 'system' will not buy until
prices hnve reached n point at which
they represent real values. When that
time comes , when the American people
nave compelled the 'system' to buy
back the stocks which they hnvo un
loaded on the public , then we shall
have got back to first principles.
"I know my own size. I know the
ize of my enemies. But I also know
the size nnd strength of 80,000,000 pee
ple. Publicity is the greatest ngcnt of
reform thnt civilization has produced ,
Just ns secrecy Is the greatest Instru
mentality of fraud that the world has
developed. The 'system' hns been try
ing to Bare the great reckoning with
the people by whispering for the Wall
street manipulator always whispers
that the crash in Amalgamated stock
Was duo to the selling of large blocks
by myself nnd n group of plungers ,
Thnt pretense will not snve them. They
are to be laid bnrc to the bone.
"I hnve sold no stocks this week save
in the ordinary small transactions of
a broker's business. The public hns
Offered the pool mnnlpulntors the
locks which they have been praising
o highly , nnd the pools refused to
buy them. The people nnd the press
arc beginning to understand the thing
I hnve been tnlking nlxmt. Let the
people piny the game of the 'system' '
against the 'system , ' nnd they will soon
flnd out how they hnve been cheated
out of bund mis of millions of dollars
by methods that cnnnot stnnd day
light.
"If the people will stnnd by me , nnd
I hnvo nlwnys been open nnd hones
With them , America will witness a
great transformation. With nn honest
and courageous president in the White
Bouse we sbnll see whether the 'sys
tem' will be nble to use the fiduciary
institutions of the country for piratical
purposes. The fnll In the prlco of
Amalgamated nnd other pool stocks is
only n bubble on the siirfnce. The
final revolution nnd the final solution
are yet to come Into sight. "
ARE YOU A MUSICIAN ?
If Bo , Then Yun'ro l.nry , Sayi a Clil-
i'iiK > > tnl entity 1'rofcnnor.
Pianist * . \ lolmists , soloists , all mu
sical artists and nil who dabble in mu
sic are lir/.y Every one with a mu
sical temperament Is indifferent to
work. To be n good musician one
must first cultivate a languid , tired ,
don't care nt all feeling.
At leant that Is what Professor Rob
ert A. Mllllknn of the University of
Chicago recently told the sophomore
class , says the Chicago Inter Ocean.
He backed up his statements by ex
periments with u series of physics In
struments before the students.
"All good music is embodied In that
one word 'harmony , ' " declared Pro
fessor Mlllikan "Those who love har
mony love It because their ears are ,
mathematically speaking , lazy. People
with lazy ears you will flnd to bo con-
latently lazy. They do not like dis
cordant sounds and nro too indolent to
listen to the complicated ratios of dis
cordant Hounds. They like the soothIng -
Ing tones , those with a pleasant mel
ody.
ody."A
"A piercing whistle of n locomotive ,
the grating sound of a cabic car , the
rumbling of a heavy truck and all the
noises of a great city are offensive to
this kind of peoplo. The more active
class.Including the energetic man of
business and the dny laborers , does not
resent such noises nearly ns much as
lazy' people. "
Vornirr Crippled Clilld'i Loner Walk *
Mrs. J , Ogden Armour and her little
daughter Ix > llta returned to Chicago
the other morning after a prolonged
toy In Vienna , where the child had
undergone an eight months' treatment
for congenital dislocation under the
care of Dr. Adolf Lorenz , says a Chicago
cage special dispatch.
"It gives me the greatest pleasure to
ay that Lollta Is practically cured
and that she may never have to be
treated by Dr. Lorcni again , " sold
Mrs. Armour. "She can walk miles at a
tlmo , and , In fact , part of her treat
ment In Vienna was to walk five mllA
A.T. "
Are You Satisfied With the Busi =
ness You Do ?
Tlit-re are few business men who
Aoul'i not Increase tholr trade If they
ould devise means to do It. Any
> mu would be willing to pay a per-
entngf ot the Increased prollt for the
.al.o of maintaining the now stlmu-
IH. It Is a rare business man who
.vould not gladly biro an additional
salesman or solicitor If , by so doing ,
i hat salesman or solicitor would In
crease the bulk of business so much
that the added profits would pay the
alary of the now man and leave sur-
ilus cash for the house.
A good salesman or a good solicitor
s one who , by his skill In presenting
.ho . selling points of the goods at Land ,
is able to make sales which otherwise
would not bo mailo. If a high-salaried
.alesman did not soil things which ,
were It not for his presentation , would
not otherwise have been sold , ho
A ould earn no nioro money for his
mployer than an ordinary fellow.
And If it were not possible to make
people buy things which , but for the
salesman's work , they would have left
unpurchased , then the simplest child
would be as valuable lu 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 at the same time.
An advertisement , like a human
balcsmau , 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
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 flnd it to his
advantage to buy the articles adver
tised. An advertisement must be no
more and no less than a printed con
versation , such as the salesman would
apeak if he wore talking , earnestly
a iu acnuiulj , to a. prospective buyer.
It can not ramble if It is to bring re
sults. It can not cover , In the same
li 10 , two separate articles any more
tl in a salesman dare try f i sell , In
cl e same breath , two different things.
. : miibt bo clean-cut ; rid of superilu-
) iis literature ; sharp , delinite and con
vincing.
No ad. will pay which is not so writ-
tii as to create a demand for the ar-
ncle or articles advertised. Every ar
ticle advertised should be set off , like
, i 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
his story written by a newspaper re-
pi irter
An Ad is News.
livery ad. is news , In its way. And
it must be written In Just as Interest
ing a manner as Is the news with
A-.ilcu It must compete for favor , on
the same page. It must be clever
enough to attract the attention of the
prospective buyer. Magazines today
.ire as thoroughly read in the advertis-
.ug pages as they are In the story
i.ifies , for the reason that the ads. are
tews , interestingly conceived.
The Heading is All-Important.
The heading of an advertisement ,
i he 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 of
the person who Is Interested In that
particular and who , therefore , may
prove a buyer. A person allllcted with
sore feet will grasp at any tiny adver
tisement whoso 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 llatlrons , 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 dls
cussed and attract the attention of the
desired ones. And a cut , for this rea
son , must pertain to the article ad
vertlsed , and must , In Itself , be able
to display points In the article which
will create a demand for It. Any shoe
cut , for Instance , will denote that the
ad. tells about shoes. But If the cut
is a picture of a well shaped , stylishly
made , substantial shoo , It will have a
tendency to create a demand for thai
particular shoe , just as would the
words of a salesman who took tlmo to
say that the shoo was of fine shape ,
up-to-date , hand-sowed and durable.
The so-called "catchy" headings
which many business man have writ
ten over their ads. , men who have re
ceived no returns and quit Investing
In space because "It didn't pay , " are
not effective. The reason Is evident.
The general reader , who perhaps reads
the first few lines from pure curiosity ,
lulls In disgust. And very frequently
the person whom It Is desired to , lj ;
torust , will never look at 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 , nt the first glance , glvo the gist
of the whole story. If It Is a baseball
article , therefore , the fan knows It
at once and will road It. The polltl-
clan will pass by. Dally papers pay
large salaries for exports who do noth
ing but write theeo headlines. But
an advertiser will often head his dis
cussion with a line which saya "Cold
Weather Is Coming , " when It should
have been "Do You Need an Under
shirt ? " The man lu need might and
might not care whether cold weather
ho will road the lines that follow just k
was coming or not. UB \ a cinch. "
though , that If he 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 be
pulled painlessly ,
He Will Visit the Advertiser.
When ho has done that , the ad. has
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 ad. surely would not pay. It la
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
be offered , even at cost or perhaps at
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 tlmo , ev
ery day and every day , and with al
ways something newsy , clover , attractive - 1
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 bilng the best results.
If a baseball column In a newspaper
vas printed but once a month , it Is
easy to see why "fans" would not.look
o that column when it did , periodical-
y appear. It logically follows that a
lousewit'e will not look at a certain
corner of the paper today for clothes
> in bargains , If that corner contained <
bargains but three times within a - *
vear. The readers must be trained to
expect to find ads. worth looking at ,
before they will take the time to do
t.
The People to Reach.
The people to reach , advantageously ,
ire those who can get to the advertis
er , either by mall or In person , to take
idvantage of the articles mentioned.
Advertisers in Norfolk naturally de
sire to reach everybody In the city , all
of the farmers within a driving dis-
: ance from the city and other persons
n tributary territory who may visit i
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 , of
which there are five today , are reached
l > y The News just as effectually and as
thoroughly as are the homes In the
city. The farmers around Norfolk
read The News every day in the week
Just as they used to read weekly pa-
pors. 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 stimulated by adver
tising. It will not only gain new pa
trons 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 the
business man Invests for the sake of
getting more out of It than he 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
has come to stay and It Is growing
more and more essential. Local TO-
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 been
and alwavs will be 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 after
year , In the same channel and never
grow hi trade , will flnd 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 at that , than la
any other method that can bo devised.