The Norfolk weekly news-journal. (Norfolk, Neb.) 1900-19??, February 17, 1905, Page 8, Image 8

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    NORKOI.lv NKWS : I'MHjMY ' I-'KIUH'MIY - 17 1005.
DEPUTY SIMMONS TELLS OP THE
DIFFERENCES.
SUPREME LODGE VS. NEBRASKA
A Comprehensive Statement of the
Conditions Existing Oetween the
Two Branches of the Order Many
Draved the Cold Weather.
Last night Norfolk lodge No. 07 , A.
O. IT. W. . held ono of thn moat lin-
] iorlitnt meetings In KH history. Al
though I ho weather was bitterly cold ,
nn uiiiiHiiiilly largo number attended
tlio mooting attracted hy the an
nouncement that F. 0. Simmons , dop-
uly grand master workman , would ox-
'plain the present difficulties between
thi > supreme lodge of ( ho United
Stales and the Brand lodge of Nebras
ka. Mr. SlniiiKiiiH gave a comprehen
sive statement of the Hltiuitloii , which
\vnn listened to with Intense Interest
throughout.
Following IK ii synopsis of Mr. Sim
mons' remarks :
Much agitation has existed In the
ranks of the Workmen of Nebraska
for Homo tliuo past , hocniiHO the mem
bers have fonrc'd that the cost of tholr
Insurance would ho greatly Increased
ly ) the now rules of assessment adopl-
od hy the Hiiproiuo lodge. It Is true
that the miproiuo ledge linn adopted a
schedule of rates very much higher
than those paid In Nebraska , hut It
Is not the cano that these now rates
are In any wny appllcahlo to the mom-
liers lu this Blato. The A. O. U. W.
being divided Into slate Jurisdictions ,
each Jurisdiction controln Its own planet
ot assessment and Its rates , oxeopt
In those Jurisdictions which recolvo
from the supreme ledge assistance Jn
paying their death claliuH , Nebraska
never has received such help , and
neither needs nor desires It , ollhor
now or In the future. Consequently this
jurisdiction cannot ho subjected to
the now supreme ledge rates , nor Is
there any higher power than the grand
ledge of Nebraska which can compel
any change In the plan or ntnnnnt of
assessments to be paid by the mem
bers In this Jurisdiction. More than
this , the constitution cannot be amend
ed except by the direct consent of the
members. Any nuu'iidmoiit which
may bo adopted by the grand ledge
must ho submitted to the members
and ratllled by n three-llfths vote of
all the lodges In the state , before It
becomes effective. So It will be seen
that the matter of changes Is entirely
In the hands of the Nebraska mem
bers.
The matter that has really been a
menace to the order In this stale Is
the Increased rates demanded by the
supreme lodge In the guaranty fund.
This fund Is a contribution which the
members have made to the supreme
lodge , to be by that body disbursed In
states where the mortality rate Is
higher than lu Nebraska , to assist
such Jurisdictions In paying their
death Malms. For some years past
the Jurisdiction of Nebraska has been
paying , to the supreme lodge about
$ ir > .OflO annually In this fund , but un
der the new regulations of the su
preme lodge the amount demanded
was raised to about J1SO.OOO per year.
This demand having been made upon
the olllceVs of the Nebraska jurisdic
tion some time ago. they declined to
accede to It. because they had not the
funds on hand to pay this large sum ,
nor the authority from the grand
lodge to pay any sue.Ii amount. Much
correspondence and several confer
ences between the grand and supreme
olllcers have taken place , but the sltua- ,
tlon remains unchanged. At a recent
conference a compromise agreement i
was made , which ItMIS supposed ,
would settle the whole matter , and the !
terms of the agreement were very satIsfactory - '
Isfactory to the Nebraska members.
Hut the supreme lodge compilttee hav- ,
lug authority to approve such matters i
declined to ratify the agreement , so i
the entire situation remains as before ,
the supreme olllcers demanding that '
the high rate be paid , and the grand i
officers standing pat on the proposi
tion that they have neither means nor
the authority to comply with .the . de
mand. The grand lodge olllcers have
also declined to enter Into any agree- '
inont which would tend to bind the '
grand lodge to any such payment , pro-1
ferrlng to leave the decision of the
whole matter to the decision of the
gntnd lodge , which meets In the
month of May. Members generally ,
as they receive full Information on
this matter , are commending the stand
taken by their state olllcers. and the
view Is freely expressed that the de
mands of ( he supreme lodge are exor
bitant aim".cannot | n Justice bo com
plied with1 by yils Jurisdiction.
The speaker urged the lodge mem
bers to consider this matter with care ,
viewing it In all its aspects , and elect
representatives to the grand ledge
who would carry out their views. As
to the result , If Nebraska refuses to
pay the largo mini demanded. It is
probable that the supreme ledge will
suspend the Jurisdiction. While the
members would regret the severance
of fraternal relations , full confidence
Is felt that the jurisdiction of Nebras
ka , with nearly 40,000 members , Is en
tirely competent to take care of Itself ,
and would continue to carry on Its
business In the future ns In the past.
No assistance has over been received
'from the supreme body In meeting the
losses In this state , and no doubt can
exist that \\c would he able to pay all
losses and handle nil the business of
the jurisdiction , should the uhungo
come In fact , many bellovo that with
Ilin having of Iho HIIIIIH hototofoio
paid to I lie supreme ledge , a reserve
fund could bo Him led In Nebraska
which would bo of gieat beuelll to the
jurisdiction and would attract a class
of people whoso membership It Is now
dllllcull to obtain.
It may bo necessary for Nebraska
to initlio some change In her assess
ment plans , and Hie speaker would
advise that study bo given to this mat
ter. U'llhoiit doubt a plan can bo
devised which will piovldo HUlllcleiit
money on a maximum of twelve as
sessments per year , and at a rate that
will ho more satisfactory to young
men , without being unduly burden
some upon the old men. Hy the es
tablishment of a reserve fund , which
can easily be done , Ibis result can
ho attained without the danger of
"free/.lng out" Iho old men , which has
been the great cry of alarm when any
order has at tempted a revision of Its
rales. A plan Is being formulated for
this purpose , which will bo presented
to the grand lodge for Its coifsldora-
lion , and Iho inoiuborH nro urged to
give close attention to this matter , In
order that any act Ion which may betaken
taken will be such ns will contribute
to the prosperity and success of the
order.
In nirilio discussion of Ibis contro
versy , and In the formulation of plans
for Iho future , It Is very desirable
that coolness and good Judgment bo
observed. No good will como from
ranting or vituperation. The slluaa-
tlon demands the best thought of the
best men In the order. If this bo ex
orcised , theio Is no question IIH to the
result. Nebraska people are usually
equal to any task that may bo Im
posed upon them , and If the momhcrs
of the Ancient Order of United Work
men have faith In tholr order and
themselves , there Is no doubt that they
will bo ahlo to solve all problems , and
that the beneficent work of the order
will continue In the future with oven
greater success than In the punt.
ONE MORE EFFORT IN BEHALF OF
DAVID CITY WOMAN.
IS NOW IN THE PENITENTIARY
Petition Is Filed With the Supreme
Court Asklno Leave to File a Mo
tion for a New Trial on the Ground
of Alleged Error.
Lincoln , Nob. , Fob. in. Ono moro
effort will bo made In the supreme
court to secure a now trial for Mra.
Lonu Margaret Lllllo , convicted at
David City of murdering her husband.
Attorney Francis Ilamor filed an ap
plication asking leave to illo u motion
for n now trial. Stress will bo laid on
alleged errors In the trial In Duller
county.
WILSON BROSLEAVE NORFOLK
_
Have Purchased Store Building at Lau
rel and Take Possession.
A business transaction has Just
been consummated whereby Wilson
Bros , of this city become the possess
ors of the store building formerly oc
cupied by Everett & Waltt of Lanrol ,
Neb. , and accordingly Wilson Tires ,
will remove to that place at once , to
take Immediate possession.
i The IIrm has stores at Plalnvlow
Hutte , Allen and Fairfax.
Battle Creek.
Mrs. Skala , who was very sick for
a long time last fall , Is again under
the care of a physician.
Hon. F. W. Klclmrdsou. state rep
reseutatlve , was home from Lincoln
from Friday till Monday. '
Fred Volk calls attention to the
farmers' Institute which Is to be held
here on Friday , March H.
The nlckle-ln-tbe-slot machines \\ere
ordered out of business last we-Mi am
shipped to a warmer country.
.T. W. Risk , who recently sold his
farm , will move to town and occupj
the Allen residence near the depot.
A chicken pie and Ice cream soela
will be given at the opera house Frl
day night by the young ladles of the
Baptist church.
The betrothal of John Lucht , jr.
and Miss Mary Fensko was announced
nouncod by Hov. .T. Hoffman In the
Lutheran church Sunday morning.
Chas. Flores Is closing out his en
tire stock of harness , nnd Intends ti
put all of his time In on his new In
vontloti , the patent curtain fastener ,
i The financial condition of the vil
j Inge is very good. The treasurer's re
[ port on .lanuary 31 shows a Imlanco
I on hand of $ USI.G3 , nnd al ! bill
i paid.
I Mitchell Collins , n railroad em
j ploye. died at Lincoln Saturday from
j appendicitis. The body was brought
i hero 'Monday morning for interment ,
| this being the homo of his sisters ,
Mrs. D. L. Fender and Mrs. II C.
Cbrlsmnn. The funeral was held
Tuesday nt 11 o'clock from the M. E.
church and conducted by Rev. O. Eg-
gleston , Interment being In Union
cemetery. The deceased was about
thirty years of ago nnd a native of
Virginia. Ho was unmarried , but
leaves many relatives In this vicinity
besides his sisters. „
BLOODY WEAPON SWORN TO BY
*
WOMAN WHO SCRUBBED. .
SHE POSITIVELY IDENTIFIED IT
Asa P , Brooks , a New Dim Editor and
the Only Eye Witness to the Mur
der , Has Recently Tried tp Dig up
Stories About Qebhard.
Now Ulm , Minn. , Feb. II. The
ntato'H attorneys now believe they
uivo traced the ownership of the fa *
IIOIIH hammer with which Dr. Gob-
mrd was killed to Dr. Koch.
Mrs. Andrew ICacss , a washorwo-
nan who was accustomed to scrub the
loom of Dr. Koch's office , says she
ifton saw an old hammer hanging In
ho doctor's laboratory. Her descrlp-
Ion of It fitted exactly that of the old
mmmer submitted In evidence. Lat-
ir she was shown thq bloody hammer
UK ! positively Identified It ns the one
she had seen In Dr. Koch's office.
Mrs. Kacss says that after thomur-
lor of Dr. Goblmrd she went to the
illlco of Dr. Knoh to scrub the floors
nnd wash the windows and that the
ild hummer was not In Its accus-
omed place and she has not scon It
slnco the murder.
GEBHARD'S DUAL LIFE.
Asa Brooks Came to Minneapolis to
Get Evidence of It.
Now Ulm , Minn. , Fob. ! . Citizens
uivo boon aroused to anger by an
irllclo In a local paper concerning a
ecent visit of Asa P. Urooks , the only
eye witness of the murder of Dr. Gob-
mrd , to the Twin City hotels for the
purpose of ascertaining If Dr. Gob-
mrd did not visit ono of them in com-
Htny with a married woman from this
city.
city.Tho
The local paper says that while
llrooks was In Hotel Nlcollet In Min
neapolis , searching the register , ho
was questioned by a resident of
Sleepy Eye and stated that bo had
icon Informed that Dr. Goblmrd had
on a certain date visited that hotel
In company with a certain woman
from Now Ulm and that ho desired
to satisfy his mind upon the subject.
As Senator Somervlllo , after the re
cent trial , Informed certain citizens
that at the next trial the defense
would produce evidence to substan
tiate the assertion that Dr. Goblmrd
liad led a double life before ho was
murdered , this visit of Brooks to the
different hotels In the Twin Cities Is
slgnlllcant.
The editor stated to a fellow mom-
lier of the Bachelors' club that he had
visited the hotels In St. Paul for this
purpose. This gentleman Informed
him that he should be ashamed of
using such tactics against a departed
follow being , nnd especially one whom
ho had called "bis dearest friend. "
WEDNESDAY WRINKLES.
C. S. Bridge wont to Lincoln today.
Engineer M. Wheeler Is ill with la
grippe.
Henry , Wax was up from Pllger yes
terday.
H. D. Bryam was over from Decatur
yesterday.
C. E. Halght was a Norfolk visitor
from Vcrdel.
Guy Honnlnger of Tllden visited In
Norfolk yesterday.
V. Copeland was In Norfolk yester
day from Madison.
H. Gumson was a Norfolk visitor
yesterday from Leigh.
N. A. Nelson was n city visitor from
New Castle yesterday.
W. U. Hough was down from Pierce
yesterday on business.
W. O. Fry. day clerk at the Pacltlc
hotel. Is on the sick list.
John Hnlverson was a Norfolk visit
or yesterday from Stanton.
George Bnlllngton was In Norfolk
yesterday from Hnrtington.
Miss Katie Barrett of Harrison was
a Norfolk visitor yesterday.
Mrs. . W. A. Meservo of Crelghton
visited In Norfolk yesterday.
Mlle E. Crew was an over night vis
Itor In Norfolk from Crelghton.
Mrs. E. A. Bullock has been ver >
sick with grippe. She Is somewhat
better now.
John W. M. Kloke of Plain view ; A
R. Kloko of Spencer nnd F. W. Kloke
of West Point gathered In Norfolk
yesterday.
Mrs. H. P. Stafford and little dnugh
tor of Marqnelte , Mich. , are guests at
the home of Mr. nnd Mrs. Stafford this
week.
Emery Dlckover Is the latest to en
roll his name on the roster of the Nor
folk business college to take n course
In business.
Miss Mertle Wood , who has been
visiting with Mrs. W. H. Blnkemni
this week , returned to her homo In
Pierce at noon today.
Miss Hoagland of Luverne , Minn ,
who has been visiting the past weel
nt the homo of Mr. and Mrs. J. W.Gib
son , expects to leave tomorrow fo
her homo. Miss Hoagland Is enrouto
from a visit with her brother , Dr. N
J. Hoagland now at Central City , Neb
Mrs. J. N. Buudlck will leave Wash
Ington , D. C. , on Saturday for theo
turn , trip to Norfolk. She has boon
visiting her mother for several weeks
A. B. Dillon of Onkdalo , deputy fo
the A. O. U. W. , was In the city eve
night attending the meeting of Nor
folk lodge nnd hearing the-address o
ils brother deputy , I' , n. Simmons.
Ir , Dillon left for Mudlson today to
orwnrd the work of the order there.
II , L. Spauldlug linn recovered suf-
clontly to bo ahlo to ho up and
rcssed n portion of each day , and
ils friends hope to soon BCD him out
n the streets again ,
Mrs. Odlorno and Mrs. Frank Dav-
nport will ontcrtnln the ladles aid
ocloty of the Congregational church
t the homo of Mrs. Davenport Thurs-
ay afternoon , February 1C , All of
ho ladles nro cordially Invited to at-
end.
end.Tho
The Honnto has confirmed the ap <
Kilntmcnt of Sherman S. Lucas to bo
lostmaatcr nt Honcstccl , South Da-
tola.
President Hoosovolt has Just at-
ached his signature to u measure
vhlcb transfers the land In Gregory
county , S. D. , from the Chatnhorlnln
and ofllco to the Mitchell land office.
This Includes the Rosebud resorva-
Ion which was opened for settlement
nsl summer. Hereafter all filings
vlll bo made at Mitchell.
Miss Muiple Mat ran was hostess nt
a Valentino party which was given for
icr school pupils after Iho close of
he session yesterday afternoon.
Tnlqno effects formed 'features for fun
vhlch the Httlo tots thoroughly en-
oycd.
L. Sehenzol has had a three-horso
loctrlc motor placed In his meat mar-
u > t , replacing the steam power for
ho purpose of running bis meat cut-
Ing and other machinery. Ho will
got power from the Norfolk Electric
Jght and 1'owor company and Is con.
Ident that the now arrangement will
10 n great advantage over the power
.hat ho has heretofore been using.
The missionary meeting hold yos-
erdny afternoon nt the homo of Mrs.
Mary Mathewson was largely attend
ed In spite of the weather. There was
llsappolntmcnt because of the innhll-
ty of Mrs. John D. TIaskell of Wake-
flolrt , who had planned to bo present
and deliver an address , to ntttend.
She was kept away by the lack of a
rain. Delicious refreshments were
solved.
A very delightful Valentine party
was given last night by .Mr. and Mrs.
M. D. Tyler at their home on Norfolk
ivenno. Invitations were sent in the
shape of hearts and the decorations of
.ho homo were in valentine and cupid
effects. A valentine done In water
colors and bearing a clover and unique
message for each guest , served as a
pleasant feature of the evening. Super -
; ) or was served In three courses.
On many of the buildings of tho.
city Immense Icicles have boon
formed that hang above those having
occasion to pass beneath the caves
like tho'usands of Democles' swords
thfoatening to come down at the
slightest thaw or disturbance and
crush the passer-by. Care should
therefore bo exercised by the people
that they are not beneath when the
Ice b'reaks loose from Its anchorage.
The committee on jndjclary of the
United States senate has authorized
a favorable report on n bill fixing the
lioundary line between Nebraska and
South Dakota. It provides that the
line south of Union county , South Da
kota , shall bo In the main channel of
the Missouri river now existing. This
was agreed In a compact between the
legislatures of the two states , and
was made necessary by the frequent
shifting of the river channel.
Tom Arthur's theatrical company ,
In spite of desperate efforts to reach
Norfolk last night , lost In the race
and bad to abandon the trip at Fre
mont. The troupe was booked to pre
sent , "A Study In Scarlet" at the Au
ditorium and had made a long run by
wny of Omaha from Sioux City. The
delay In the train , however , forced
Tom Arthur to end the journey at
Fremont and take a train for Colum
bus , where the show appears tonight
The "For Mother's Sake" company
arrived from Fremont this afternoon
and will play tonight at the Auditor !
mn. A number of people braved the
night and went to the Auditorium hop
Ing to sec Sherlock Holmes' story dra
mntlcally presented. Tom - Arthur
could have a house an.y time he came
to Norfolk , now.
Although the mall sacks received ai
the Norfolk postofllce yesterday were
few and far between , the postoffice
clerks , the city carriers and all other
officials and employes looking for em
ployment , found It In taking and do
liverlng the numerous messages per
mitted and favored by St. Valentine
This line of business in fact , com
menced several days ago , and the
missives aje not yet all delivered
Some will come on delayed malls am
others will forget to post their mcs
sages until a day or two after the
fourteenth has passed Into history
Anyway the postoffico force has no
been permitted entire Idleness during
the past fe'w days though railroad
malls were uncertain or altogether
lacking. The dealers In the missives
have enjoyed n fairly satisfactory
trade , although It might have been bet
tor had the weather been moro favor
able , permitting the boys and girls
and the young men and young women
to get to the counters ladened will
the attractive creations.
Remains of Mrs. Chestnutwood.
The remains of Mrs. Chestnutwood
who died Sunday at a hospital In Kan
sas City , arrived In Norfolk this after
noon and Interment took place ii
Prospect Hill nhortly afterward. Miss
Lillian Chestnutwood , formerly o
Norfolk , accompanied the remains o
her mother to the city.
Are You Satisfied With the Busi =
ness You Do ?
There arc few business men who
vould not Increase their trade If they
ould dovlso means to do It. Any
nan would be willing to pay a per
centage of the Increased prollt for the
uako of maintaining the new stluiu-
us. It la a rare business man who
vould not gladly hire an additional
salesman or solicitor If , by so doing ,
hat salesman or solicitor would In
crease the bulk ot business BO much
hat the added profits would pay the
( alary of the new mam and leave sur-
ilus cash fur the house.
A good salesman or a good solicitor
s one who , by his skill In presenting
ho selling points of the goods at hand ,
s ahlo to make sales which otherwise
would not be made. If a high-salaried
sal bs in an did not sell things which ,
were It not for his presentation , would
lot otherwise have been Bold , ho
would earn no moro money for his
employer than an ordinary follow.
Vnd If it were not possible to make
icoplo buy things which , but for the
salesman's work , they would have left
inpurchuscd , then the simplest child
would be as valuable In a store or In
in agency , as the clevore'st 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
salesman , may he 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 find It to his
idvantago 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
speak If he were talking , earnestly
and seriously , to a prospective buyer.
It can not ramble If It Is to bring re
sults. It can not cover , In the same
line , two separate articles any moro
than a salesman dare try to sell , In
the same breath , two different things.
U must be clean-cut ; rid of superflu
ous literature ; sharp , deilnite and con
vincing.
No ad. will pay which Is not so writ
ten as to create a demand for the ar
ticle or articles advertised. Every ar
ticle advertised should be sot off , like
a newspaper article , In a department
of Its own , with a head-line calling at
tention to It and with its every selling
point brought out and exhausted just
as completely and as thoroughly as Is
his story written by a newspaper re
porter.
An Ad Is News.
Every ad. Is news , In Its way. And
it must be written In just as InterestIng -
Ing a manner as < Is the news , with
which it must compete for favor , on
the same page. It must be 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 , IB all-Im-
portunt In the results which are to
be gained. The heading must bo so
worded as to attract the attention of
the person who Is Interested In that
particular and who. therefore , may
prove a buyer. A person afflicted with
sore feet will grasp at any tiny adver
tisement whose"headline Indicates that
there Is relief to be found for those
pedal extremities. Likewise a house
keeper will follow down the wording
of any ad , which , In the bold-faced
head , Indicates bargains for her de
partment bo It Hatlrons , 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
vertlsod , and must , In Uself , 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. tolls about shoes. But If the cut
Is a picture of a well shaped , stylishly
made , substantial shoe , It will have a
tendency to create a demand for thai
particular shoo , just as would the
words of a salesman who took time to
say that the shoe was' of flne ahape
up-to-date , hand-sewed and durable.
The so-called "catchy" headings
which many luslneas man have writ
ten over tholr ads , , men who have re/
celvcd no returns and quit Investing
In space because "It didn't pay , " are
not effective. The reason Is evident
The general reSdcr , who perhaps reads
the first few lines from pure curiosity ,
qnlts In disgust. And very frequently i
the person whom It Is desired to Interest - <
torest , will never look at the ad. be
cause It docs not Interest him at the
outset. On a newspaper , the greatest '
care Is taken to write headlines which
will , at the first glance , give the gist
of the whole story. If It * Is a baseball
article , therefore , the fan knows It
at once and will read It The politi
cian will pass by. Dally papers pay
largo salaries for experts who do noth
ing but write theeo headlines. But
un advertiser will often head his dis
cussion with a line which says "Cold
Weather Is Coming , " when It should
have been "Do You Need an Under
shirt ? " The man In need might nnd
might not care whether cold weather
ho will read the lines that follow just
was coming or not. It la a cinch.
though , that If ho needs an undershirt .X
to see what sort of bargain ho can se
cure. If ho does need 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 he has done that , the ad. haa
done Us work. It is then up to tha
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
wore 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 la
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 -.J
reader , can he 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 Is
easy to see why "fans" would not look
to that column when It did , periodically - *
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 advertls- ,
er , either by mall or in per&on , to take
advantage of the articles mentioned.
Advertisers in Norfolk naturally desire -
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 field
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 papers , containing local '
and telegraph markets and news , are
delivered at their doors every day.
There Is no business In the world
which cannot be stlumlnted 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 ot
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. i |
The uncertain period of advertising
has passed. As a business getter It
has como to stay and It is growing
more and more essential. Local TO-
vertislng will pay In any community ,
large or small , if u is done on a sci
entific basis. Done .In haplmzzard
fashion , It Is now , /always has been
and alwavs will be a waste of money. . /
The business man who advertises In J&l
the right way , Is bound to Increase hla ? T
business. The business man who Is '
not content to run along , year after
year , In the
same channel and 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 be reached , and In
an Interesting way at that , than In
any other method that can be devised.