s TIIK NUHKlJUv M Wli'lllDAY IWIMU'AKV i ! 15)05. )
IDENTIFIED AS MAN WHO MAR
RIED TWO WOMEN THERE.
ONE DIED ; OTHER DESERTED
Charges Against the ChlcnQo Dlue-
board Multiply In Various Parts of
the Country Married Twice With
in a Year In the Ohio City.
Cincinnati , Fob. l. Jolmun I Inch
linn practically liiion Identified ns the
mn who , within u your here , HOVOH
yoarH ago , nmrrlun two woinun , ono
of whom dlod mytiturloiiflly mid the
HucondVIIH dunortod hy I loch.
St. Paul Knew Him Also.
St. Paul , Foil. 1. It IB hollovod that
Johnnn Hocli , claiming to ho Otto Von
Kern , the Bavarian count , IH the nmn
who In 1002 nmrrlnd u women here ,
Rtolo J3.000 from her and then disap
peared.
List of Modi's Wives.
Madeline Sehmltt , llrut wlfo , mar-
rlod In Germany.
Julia Stolnbroehor , .133 Ilolmontav-
onuo , Chicago ; dlod muldunly.
Mary Wornlcko Itanium , 377 Ward
Htroot , ChlciiRo ; living. '
Mary Hockor Sohultz , Argot ) , Ind. ,
disappeared.
Mlnnlo Podalskl , 3921 Wentworth
avoinio , ChlcaRo ; llvlnj ; .
Mary HondrlcUHon , GI2 ! ) Union nv-
OIHH > , Chicago ; living.
Jnnot Spencer , 01117 Wontworlh nv-
onuo , ChlcnRo ; liollovod to ho living.
Kmlllo. Fischer , 372 Wolln atrcot ,
Chicago ; dlod.
Ella AVolltor , 00,10 Union avenue ,
Chicago ; dlod Jan. 10 , 1905.
Nathalla Irgang , 111 Host nvonuo ,
ChlcaRo ; hollovod by the pollco to
liavo marrlod lloch.
. Martha Hortzfold , 198 Ontario
atroot , ChlcnRo ; disappeared.
MFH. Marlanna lloch , Cleveland , liv
ing.
Sophia VahnUo , Ilntnvln , III. ; living.
Mrs. HoHHlorWheeling. . W. Vn. ;
thought to bo ronmrrlud.
Calllo Charlotte Andrews , known
an Mrs. Dowltt C. Cudnoy.v
Iluldn StovoiiH , Chicago ; nbductod
'and later marrlod ; deserted aftorthreo
hours.
Mrs. lloeh , living at 1200 West Flf-
toonth street , Chicago ; dled suddonly.
Mrs. lloch , a Hltitor of Mrs. J. H.
Schwartzmnnn , MllwnuUoo ; dlod.
Mrs. lloch , another Hlstor of Mrs.
Schwartzmnnn. MlhvuuUou : died.
Mrs. lh > ch. Norfolk , Vn. : died.
Mrs. lloch , Oreono , Iowa ; Is bo-
llovod to bo living.
Mrs. T. O'Connor , Milwaukee ; liv
ing ; marrlod lloch an "James. "
Carolina Sclmfor , 30111 Stiles street ,
, Philadelphia ; living.
Mary Goork , 102 Hugcuo fttreot , Chicago
cage ; living ,
Mrs. lloch ; bellovod to have died at
BufMlo.
Mrs. Hoch ; hollovod to live In Ev-
auston.
Justlmi Lootller , Elkhart , Ind. ; ills-
appeared.
Hoch's Alleged Crimes.
Mnrdor by poison , eight cases.
Bigamy , twenty-two cases.
Emhlozzlomcnt , thirty-throe cases.
Abduction , ono charge.
Conlldcnco game , thirty-nine cases.
Obtaining money under falno pre
tenses , thirty-nine cases.
Larceny , as bailee , two canes.
Forgery , two cases.
Perjury , twenty-seven cases.
l > iii itHntliir iimillnln. lll.iirnllt *
- Hypnotism as an aid to all the oth
er crimes.
VOTtOftoiAicHUODBiLLFEB. ?
Senate Agrees to Take Final Action
on hicabuic Next Tuesday.
Washington Jan. 31. Thu souato
agruou to vuic ou the joint atuleuuud
bill uotuio uiljouminb un ' 1 lU'Miay ,
Feb. 7 , tnu amendments lu be con
sidered on umi dutu minor tne ton
ruinuiob rule. Teller spuKu during t. .
day in oppuMtiun to ttie bill aiul sev
eral minor bill * wcro pat > aud.
It is by no means certain how
many states will be admitted to ino
union under the agreement reported
to vote on the joint statehood bill unit
its numeroiih ameiuinu'ius 'on I'Vb. T.
There are prohpects , however , that
Oklahoma and Indian Territory will
come In as one state and that New
Mexico and Arizona will come in as
another , leaving Arizona as a tent-
tory. Senator lleveridge , chairman ot
the committee on territoric . who li.n
charge of the bill , coticoili-s that in It ?
present form there is no hope for its
passage , lit ha > > , thin tiin desire nmv
IB to give ( Statehood to the mllliot.
and a half poojilo of Oklahoma am )
Indian Territory at this lime and that
I later Arizona and New Mexico will be
admitted as one state.
After a protracted debate the house
adopted the conference report on the
legislative , executive and judicial ap >
propriatlon bill. As agreed to the bill
i carries $2U"2.242r ! The postolHce an-
proptiatlon hill was taken up and Its
consideration had not been coucludeO
when the house adjourned. .
Killed by Saloon Porter.
Chicago , Jan. 30. Because he re
fused to pay for a beer glass which
he had accidentally broken In a sa
loon In Armour avenue , John Mnn >
nlng was shot and killed by John
Vsrra. a porter in the aaloon.
FLIGHT OF BALDWIN'S ' AIRSHIP
Riy Knabenshuo Makes Successful
Trip nt Los Angeles ,
Los AiiKi'li'H , Cal.i Jan .10- Hey
Knaht'iiKhtii' , the aeronaut , made
niccohsttil Illght In Captain llaldwin's
airship ( ho 'California Arrow at
Sehuto's park KnaboiiHtluo was In
II IK III about forty-live minutes , during
which time he circled within u ludiun
Df about olio nillo of the park , uxoctit-
Ing all Boils of maneuvers with the
aerial craft , returning finally and landIng -
Ing within the enclosure of the base
ball grounds , from which he had Atari
ed. The weather was perfect for the
experiment , with Just the faintest
suspicion of a southwest breeze blowIng
Ing- Immense throngs gathered at
the hall park to watch the flight.
When ahonl 700 feet high Knahenshue
began his tnanunvorii , describing com
plete circles within a small radius ,
crossing and rccrosslng the park
nbovo the heads of the thousands of
spectators. Captain Baldwin had
fitted the Arrow with a now and more
powerful motor and thin Important
part of the mechanism worked to per
feet Ion. The now motor gave great
Impetus to the propeller and this ap
parently made the big Irregular
shaped balloon much oaslor to handle
KIMBALfDEFENpS POLYGAMY ,
Mormon Secretary Bays Congress Is
Powerless to Stop Practice.
Salt Lake , Jan. SO. J. Golden Kimball -
ball , general secretary of tli ? tlrst
council of seventy and a very prom
inent Mormon , In a speech at the
Calcho Htako conference at Logan ,
Is reported to have strongly defended
polygamy and predicted that congress
would bo unable to stop the practice.
Klmball Is .quoted as saying ; "Thaso
good women In the east want con
gress to stop this thing , polygamy
I would like to BOO congress try It.
They will have something on their
hands If they do. They want to put
this down and legalize racu nulclde
They can't do It. The more they try
It , the more It will grow. Wo do not
believed in race suicide. When wo nro
persecuted we will llvo It the'more.
Congress and the country knows a'l
wo have done and cannot IIml out any
thing more. "
The effect on the crowd was tremendous
deus , stirring the people to the deep
est enthusiasm and religions fervor
and shouts of approval followed the
speaker's utterances.
RAILROADslEACH RATE B SIS
Big Shipments of Corn Taken by the
Chicago Gateway.
Chlca.-'i , Jan. 30. The Chicago
gateway gathered , in big shlj. jnts
through the corn belt , estimate * , at
around -IOO.UOO bushels. Tfic Chicago
line/ and the roads leading to the
Gulf of Mexico from Omaha appeared
to have reached a fair basis , for the
bids of the shippers by the two routes
were not more than % cent apart In
any town through the disputed terri
tory. The sentiment was that no
treaty of peace would bo made to
morrow when the representatives of
the western and gulf roads meet.
A peculiar condition , It was de
clared , prevails In western Iowa owing
to the extremely low rate now prevailing
vailing In export business Grain Is
being shipped westward to Omaha
and then brought back In the same
cars and over the same rails on lt
way to Chicago. There Is a profit in
paying tlie local rate to Omaha In
order 1o got the low through rates to
the AtliiiitU seaboard. Hoard of tradt
shippers have taken up with railroad
otllclals tlu dilemma that Iowa corn
Is placed In and figures may lie made
for direct bhlpments.
Mafia Active at Kansas City.
Kansas City , Jan. HI Another at
tempted murder in "Little Italy"
threw-hat ( community of foreigners
almost Into a panic. Joseph Palan-
greno. nn Italian , was asleep In his
homo When he was awakened' by the
breaking of a window Before ho
could et out of bg/l two shots were
flred at him , neither of which took
effect. Tlie shooting follow Ing closely
the attempted murder of Agosllno Cal-
daronl last week , causeil much com
motion among the Italians , who say
tliev lielii-vcil Palnnprcno was an In-
tcuded victim of the Malla.
, South Dakotn Bond Case.
Raldch. N : C. Jan. 31 The senate
of North Carolina bv an almost unani
mous ( li-cMcil to table a resolution
, j > rovldlnc for the Investigation of the
South PaUnln i Inlins niriiliist North
Caoliua Ii wa * plated by the author
of the motion to table , that Hie Demo
cratic uaitv In a convention at
Greensboro hn ' voiced the sentiment
of t1u state not to open the South
Dakota bond ca = os r the'matter now
rtand the general nssemblv will de
cline to take nnv action regarding the
ndpmeni bold against Ibe ttute by
South Dakota
Explosion Kills Three Tralnrnen.
Cedar Haplds la. . Jan 31. The
boiler of a Hock Island locomotive ex
ploded while running at high speed
near Solon , killing throe men. wreckIng -
Ing a number of cars of stock and
freight and de'aylnp traffic The dead :
Engineer \Vtlham Kirby. Estherville ;
Fireman C R Smith. Cedar Haplds ;
BraUemnn J Kelly Cedar Rapids.
300 Pounds of Dynamite Explode.
PIttsburg , Jan. 27. About 30 (
pounds oJ dynamite stored near the
Bhocnberger plant of the Amerlcar
Bteel and Wlro C9rapany exploded
blowing Vlnccnzo Pcsslmato. nn Ital
Ian employe , to atoms , injuring fortj
persons and badly damaging fifteci
houses In the neighborhood.
HE OUGHT TO KNOW.
SO SAYS MH. QROUNDHOQ AND
SAW HIS SHADOW EARLY TODAY
And , Quite Frightened at the Picture
of Himself on the Ground Just West
of Him , Ho Darted Quickly Dack
Into His Wintry Hiding Place.
Six wooka more of winter.
That'll what the groundhog says.
This IB his day and ho ought to know.
At least the supunUltlouh folk think
ho ought to know , nnd to thorn It's
just the same as though he really
ought.
The Hecond day of February Is the
day of the groundhog , and It Is up to
him to Hay shall there bo more winter
for a half dozen wooka or shoJl ho
end It all. And ho saw his shadow
today. The Him didn't oven glvo him
n chance for bin money. The golden
rayn of the great , round ball that rose
yoHtorday in you eastern sky , came
up today just a llttlo earlier and lit al
most the Identical upot , and the game
was all off. The women who had
thought that they might discard their
old wlntor cloaks and got now spring
jackets , turned away with a disap
pointed air , looked oil for u time Into
spacer-ami then flxod the water pipes.
Mr. Groundhog , who came out of
hlu lilburnatlng don , ratio to his feet
at the entrance and looked cautiously
about. It wan BO curly then that ho
saw no sun and ho smiled a joyous
umllo for ho had roul , gonulno hopett
that the toy season had como to a
Ilnnlo. Ho pricked up His ears and
or or not ho still know how to run.
"Its a cinch something ought to bo
done to stop this kind of \vlntur , "
ho said and'just then up bobbed the
sun.
sun.Tho
The Hlllo groundhog spotted his
shadow just west of him. Tlioro could
bo no nilHtnko about It. And , timidly
resigning , ho quickly darted back Into
his hiding place to Ho still until called
again six weeks uway.
CVVICAGO BLUEBEARD CAPTURED
IN NEW YORK CITY.
MARRIED TWENTY-FIVE TIME.S
8lx Wives Died Under Suspicions Cir
cumstances Proposes Marriage to
His Landlady After an Acquaint
ance of 'One Day.
New York , Jan. ill. A man whom
the pollco allege is Johann Hock , said
to have , married twenty women , and
who has boon seached for by the Chicago
cage pollco all ovorj.be county ! , was
arrested In a furnished room house
ou West Korty-hcventh street.
He admitted his idenlity. although
when tlrst arrested he gave the name
of Henry Hartol > At the Forty-seventh
street Mutton , where he was uuen hn
said : "I'm Hock and a much abu&od
r an. "
"Mow abused ? " he wus asked.
He had nothing to say.
He gave his name as John Joseph
Adolph Hock , said he is 45 years old ,
a machinist living at 1113(1 ( Union
avenue , Chicago Hock is known un
der the name ol Aided llecht. Albert
Bnsctberg , Jc.aeph lloek , Jacob Hoch
and Adi.lnlt Ilrnmm.
Hock stated that he had not been
married twentytimes. . He said that
ho had been married only twice and
that his tirs-t wltVis still alive.
Mrs. Ciu'iorlne Kinunerle. the land
lady , said lie had engaged a room on
Satuntay .nd had not been in th
house Twenty minutes when he asked
to bo allowed to peel some potatoes
for her. Next day he proposed mar
riage and she then told the police.
In his loom wore found nearly a
dozen * new suits of clothing. In most
cases the tags had been toin from
these bill those that had not. showed
that 'ho garments had been bought
In western cities , among them Chicago
cage , Pcorla and Seattle.
Chicago Police Elated.
Chicago , Jan. 31. The Chicago po
lice were elated over the report that
Johann Hock had been arrested In
Now YorK. For over a weeK tnej nave
hoped to hear of his arrest -nt some
eastern seaport , as they had Informa
tion that he would attempt to leave
the country and return to Germany.
Although tlfo police hope to convict
him of murder , the only specific
charges that they have against him at
the present time are bigamy and wlfo
abandonment. From all accounts
Hock has been married "to twenty-
flvo different women , and six of these
bave dledunder circumstances which
the pollco declare to bo suspicious.
These women were : Mrs. Mary
Schultz-Hock , disappeared from Ar
gus. Ind..with Hock In 1900 ; Mrs.
Hoyle-JIock , died In Chicago , 1892 :
Mrs. Mary Stclnbrechor-IIock , died In
Chicago. 1892 ; Mrs. Lena Hock. dTed
In Milwaukee. 1S38. Mrs. Mary
-Becker-Hock , died In St. Louis , 1902 :
Mrs. Marie Welker-Hock. died In Chicago -
cage , Jan.-11. 1905.
Death of D. Henry Boynton.
Woodstock , Vt. , Jan. 31. Dr Henry
Boynton , author and lecturer , died at
bis home here today , aged olghty-aue
years. Ho had > written a nuiu u r ol
historical and biographical books.
RIOT AND PILLAGE AT WARSAW
British Consular Officers Are At
tacked by Hussars and Injured.
, London , Jan. 30 The correspond
ent at Warsaw of the Dally Mall tele
graphs an follows' "A group of him
Bars ran down Hrltlsh Vlco Consul
Mnoiiknln In Kovskl Htrcet Two tins
nrs rmhed at him with their swords. .
Indicting bovero cuts across his face
and lower Up. Dripping with blood ,
Kuouknln was convoyed to the hos
pital , where ho Is nqw doing well
IlrlllHh Consul General Murray had a
narrow escape from lining similarly
run down In Wlerzbov street. U ap
pears that tlie Incidents wore due tea
a company of hussars getting drunk
and running amuck. "
The same correspondent descrlhca
War nw _ an being In a state of coin
plcteanarchy. . "Many have been
kllk'd or * wounded. In charges by
troops nnd the recklessness of swash
buckling hussars , " he says , "The enl )
conveyances moving In Warsaw today
have br < > n military carts and tumbrils
for the dead. The attempted rising
of workmen has failed and the great
demonstration timed for today has
been pobtponed. After some fighting ,
the wrecked , nnd distraught city
pauses to sec what night will bring. "
Describing the pillaging of stores ,
the correspondent says : "Many put
chalk crosses on their doors or light
ed Ikons In their windows and thus
secured thejr safety. The rioter.
paused before the sacred emblems The
hoarse murmurs of the mob drowned
the church bolls. In several cases
soldiers fired OB looting mobs nmU In
"no case , In the working class suburb
they had a cannon shot- , hoping to dis
perse the crowd. Intermittent firing
was proceeding there all day. Hun
dreds of shops wore wrecked and sev
eral stores were burned. Probably a
fe.w score wern killed. The ambu
lances were busy all day. There Is
alarming rumors from the country
districts. It Is rumored that the town
of Brentlltovak Is burning. "
Cheer'Red Flag at Kansas'City.
Kansas City , Jan. 30. Two hundred
men and women , members of socialist
Ic societies , rose to their feet and
cheered a red flag at a mass meeting
held here. The meeting was called
for the purpose of raising a fund for
the aid of the working class of Tins
sia. The czar and the aristocratic
class of Russia were condemned in
the strongest terms at command. One
speaker compared the czar to ex-Gov
ernor Peabody of Colorado Hesolu
tions were v passed expressing sym
pathy with the oppressed in Russia
and denouncing the czar.
Vladivostok Is Isolated.
London. Jan. 3D. Acconllntr to n
ToUIo dispatch to the Daily Telegrapl
Russian supplies from the Interior an
concentrate ! at Lake Baikal , owing
to the fact that the railroad east ol
that point Is blocked with SHON
Vladivostok Is now Isolated on the
land side as well as the sea front
The same correspondent says it Is
reported that orders have boon placed
In England for several largo warships
for Japan.
Bomb Thrown In Poland.
Vienna. Jan 3d. A telegram from
Czenstochow , Poland , reports that a
bomb was Mirown Into the cavalrj
barracks there and that many soldiers
were wounded. The act Is supposet
to have been In reycnge for l > rntallt >
In dispersing a workmen's meeting
Other d-yunn.lto - outrages are reported
to have occurred i the helghborhoid
of Lodz. A gendarnib 1s reprr'cd tc
have been killed , f ,
THE PORTABLE WATCK
It tVim l rnhnhljr First I'urd ' In the
Klxtrrnth Century.
There Is uncertainty as to when the
portable watch , ns we understand It to
day , came Into use. It was probably
at the close of the sixteenth century.
Queen Elizabeth owned a large num
ber of watchprt. Mary , queen of Scots ,
win * the possessor of a skull shaped
watch. In fact , the "death's head"
pattern was at that time much In
rogue. Endless were the styles , for
there were watches shaped like books ,
pears , butterflies and tulips. Th
Nuremberg egg was a special shape
nd was tlrst made In lliOO. Those
Queer shapes of watches prevented
their finding a place In the pocket.
'When was the fob first used In the
dress of man ? The German of fobja
"fuppe. " and It Is believed that It came
from England through the Puritans ,
"whose dislike for display may have
induced , 'hem to conceal their time
keepers from , the public gaze. " This
conjecture Is strengthened by the fact
that a short fob chain attached to n
watch of Oliver Cromwell In the Brit
ten museum is in point of date the first
appendage of the kind known. The
Watch Is a small oval one In a silver
case and was made about 1025 by
John Midnall of Fleet street.
Boy Dies From Alcoholism.
Reward , Nob. Jan 31. Dwlght Lef
fel. the nineteen-vear-old son of Geo.
Leffel of Soward. went to Waco , Neb. ,
In company with two other boys of
the Fame age and miring the evening
he was- found lying in a stupor. It
was not known he was seriously 111
until a short time before his death
occurred iA coroner's inquest was
held at AVoco and the verdict was
death from alcoholic poisoning.
Tvro Different Thing * .
Nell-So she's fallen In love with
young Roxley. Belle You don't sayl
Nell Why , surely you heard about Itl
Belle No. I merely heard she was go
ing to marry him. Exchange.
That Is the tragedy of every wom
an's life. She Is pretty for a few
yearn and old for a great-many. Mrs
Crulcie.
Are You Satisfied With * the Busi =
ness You Do ?
There are , few business inon who
Would not Increase their trade If they
could dovlao moans to do It. Any
man would bo willing to pay a per
centage of the Increased profit for the
sake of maintaining the now stimu
lus. It Is a rare business man who
would not gladly hire an additional
salesman or sollcltor If , by so doing ,
<
that salesman or solicitor would In
crease the bulk of business so much
that the added profits would pay the
salary of the now 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 hand ,
is able to inako sales which otherwise
would not bo inado. If a high-salaried' '
salesman did not sell things which ,
wcro It not for his presentation , would
not othcrwlso have been sold , ho
would earn no mure money for his
employer than nn ordinary follow.
And If it wore not possible to make
people buy things which , but for the
ealqsman's work , they would have left
unpurchased , then the simplest child
would bo as valuable In a store or In
an agency , as the clcvorost and most
oxporlcnccd professional. ,
An advertisement Is merely a sales
man or a solicitor , which talks to several -
oral thousand people at the same time.
An advertisement , like a human
.salesman , may bo so clover 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 Science -
ence and a Fine Art.
An advertisement must contain rea
sons why the reader will nnd it to his
advantage to buy the articles adver
tised. An advertisement must be no
moro and no loss than a printed con
versation , suchas the salesman would
speak If ho were Calking , 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
line , two separate articles any more
than a salesman dare try to sell , 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 writ
ten as to create a demand for the article -
ticlo or articles advertised. Every ar
ticle advertised should bo set off , like
a newspaper article , in a department
of Us 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 n newspaper re
porter.
An Ad is News.
Every ad. is news , in its way. And
It must be written in just as Interest
ing a manner as is the news with
which it must compete tor 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 , Is all-im
portant In the results which are to
be gained. The heading must be so
worded ns to attract the attention of
the person who Is Interested In that
particular and who , therefore , may
prove a buyer. A person aililcted with
sore feet will grasp at any tiny adver
tisement whose headline Indicates that
there Isrelief to bo 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 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 dls
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 , Up able
to display points In the article > which
will create a demand for It. Any shoe
cut , for Instance , will denote that the
nd. tolls about shoes. But If the cut
Is a picture of a well shaped , stylishly
made , substantial ishoo , It will have a
tendency to create a demand for that
particular shoo , just as would the
words of a salesman who took time to
say that the shoe was of fine shape ,
ujl-to-date , hand-sewed and durable.
The so-callod "catchy" headings
which many business man have writ-
ten over their ads. , mon who have re
ceived no returns and quit Investing
In space because "it didn't pay , " nro
not effective. The reason is evident.
The general reader , who perhaps reads
the tlrst few llnoa from pure curiosity ,
quits in dlsgunt * And very frequently
the person whom It Is doslrod to In
terest , will never look at the ad. bo-
causa it does not interest him at the
outset. On a newspaper , the greatest
care Is taken to wrlto 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
nt once nnd will road It The politi
cian will pass by. Dally papers pay
urge salaries for exports who do noth
ing but write , thcfso headlines. But
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 nn Under
shirt ? " The man in need might and
might not care whether cold weather
ho will road the lines that follow just i
*
was coming or not. It Is rlm-i
though , that If he needs nn undershirt
to sco what sort of bargain ho can se
cure. If he does ncod an undershirt
or If it. happens to bo a dentist's ad
that tolls him his aching tooth can bo
pulled painlessly ,
He Will Visit the Advertiser.
When he 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 fail 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 thp result of an ad. , then
that ad. surely would not pay. It la
the profit made from additional sales ,
after the buyer has boon attracted to
the store which
Makes Advertising Pay.
That Is the reason why leaders can
bo offered , even at cost or nerhaps 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 time , every
ery day and every day , and with al
ways something newsy , clever , attrac- \w \
live to the taste and the purse of the '
reader , can be made to pay and to
pay well. It stands to reason that ad-
vortisjng 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 is
easy to see why "fans" would not look
to that column when it did , periodical
ly appear. It logicaUy follows that a
housewife will not look at a certain
corner of the paper today for clothesN
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 the/ 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 mail 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. J
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 homes 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 pan ers , containing local
nnd _ 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 oifly 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 .oyt of
It. It Is a commodity In which the
business man invests for the sako'ol
getting more put of it than he 'puts
into it. It is paying one dollar for the
purpose of making two or thr.ee and
many times more than that. , *
It Has Come to Stay. /
The uncertain period of advertising
has passed. As a business getter It
has como to stay and it Is grow.Lpg
more and more essential. Local'TO-
vertlslng will pay in any community ,
large or small , if It la done , on a sci
entific basis. Done" in haphazard
fashion , It is now , always has boon < t-
and nlwavs will be a waste of money. It'
The r
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 nnd most dependable
method of satisfactory growth. And
newspaper advertising is the moat
economical ia the world today because
through this
medium
moro
people nnd
more territory can be reached , nnd in
an Interesting way at that , than in
any other method that can bo devised.
V