1C ;
vS TIIIO NORKOMv NtiWS : Kill DA V FEHUUAIIY 24 1005.
AGED SOUTHERNER ATTACKED
. HERE WITH EPILEPSY.
FLOOD TOOK SEVEN RELATIVES
Joseph Meyer , His Hair Snow White
With Aoe and With Troubles , Who
Had Just Been Released From Lc.
Mars , la. , Hospital , Falls In Street.
Joseph Moyor. whoso Imlr Imil boon
turned BIIOW wblto with porhnpa eigh
ty yours of ngo anil with having lost
his wlfo , Bister , BOH ninl four grandchildren -
children In the Ontvoston Hood a Tow
yours ngo , nrrlvod In Norfolk liwt
night and wan uloml nt noon todny
with an ntlaclc of epilepsy on Norfolk
nvoiuio , In front of I.i'oiwrd'fl drug
store. Ho was taken liiBldo and cared
for by Dr. F. ( } . Sailor.
Thonged man had formerly workoil
In a urowory at Houston , Tex. lie
has suffered from broken log Ihroo
Boparate times and has Just heon re
leased from treatment In a hoHpltal at
LoMnrB , Iowa. Ho waH onronto tc
St. Ilornunl , Nob. , where ho BOOH to
visit a Hlstor. lie la a ( lorman and
a Catholic. Ho called for a priest
whllo lying In u helpless condition nt
the drug Htoro. but Hinted that ho
thought the end of bin attack would
BOOH come. Ho arrived\from Sioux
City and complained to the police that
Homo ono had exchanged overcoats
with him on the train.
NEBRASKA EDITORS IN SESSION
_
State Meeting of Publishers Begins
at Kearney.
Kearney , Nob. , Fob. 21. Loading
newspaper publishers and editors of
Nebraska mo rounded up hero for the
annual meeting of tholr Btato press
association. The opening business
session this evening will bo followed
by n reception and entertainment pro
vided by the citizens of Kearney. The
anti-pass question , nuwspnpor libel ,
and a direct primary law are some of
the live topics scheduled for discus
sion nt the business Hcsslons tomor
row. The attendance Is largo and the
mooting this year promises to bo the
best slnco the association was organ
ized.
To the Public.
Having Bold my Interest In the Nor
folk Seed nnd Supply company to
Messrs. Sovcnis & Hoschult , I wish to
express my appreciation to the many
patrons who have given their support
during my etny In Norfolk business
circles. Our successors have our good
will nnd wo bespeak , for tfiom n share
of the patronngo of Norfolk people.
As the now owners will become Nor
folk residents , they will bo hotter nblo
to attend personally to the details of
the business than I , nnd they may bo
relied on absolutely In all dealing.
C. T. C. Lolllch.
INVESTIGATINGJHE ASYLUM
Committee is Proceeding With Its In-
I quiry Regarding Expenditures.
A Lincoln report says that the Nor
folk asylum Investigation committee
Is holding little sessions from day to
day. but as yet has not found any evi
dence "on which to hnng anybody
Jones , chairman of the committee , In
sists on making a visit to Norfolk , hut
McAllister and Howe , the other two
member , cannot sco the necessity of
this. One thing the committee has
not found.nnd that is any , record of
bids for the contract for building the
now structures at Norfolk. Former
Secretary of State Marsh aided the
committee In Its vain search for these
documents. Former Land Commis
sioner Follmor was before the com
mittee yesterday. Hedemoiistrutedtliat
whllo It cost between $ H'.nOO ' and $20.-
000 to build one of the throe now cot
tages , which would hold about as
many people as the old wing , It would
have cost about $18,000 to rebuild the
old wing. He showed that the board
had gone over this matter thoroughly
nnd found after exhaustive investiga
tion that It would bo far more profit
able to the state to erect the three
cottages than to rebuild the old wing.
MRS. KELSEV DEAD. "
'
'Aged Woman Succumbs to Paralysis
After Ten Days.
Mrs. Kelsey. known among her
friends and neighbors ns "Grandma"
Kelsey , who was stricken with a par
alytic stroke about ten days ago , died
'
last night nt the home of Mr. nnd Mrs.
E. J. Godfrey , corner Pnrk avenue nnd
Sixth street. She was seventy-flvo
years of nge. She came here from a
farm In Holt county a year ago.
Battle Creek\
A. C. Bredehoft was a business vis
itor nt Stnnton Mondny.
Frank Huddle shipped a car of cat
tle and ono of hogs Monday.
Mrs. G. * W. Day , of Jefferson , Iowa ,
is visiting her son , W. C. Day.
Herman Mansko of the corner sa
loon visited his family in Norfolk over
Sunday.
Col. T. D. Preeco was attending to
professional business in Wayne coun
ty Monday.l
Contractor Chns. Werner has built
a nice carpenter shop on his lots west
of his residence.
Max Wlldo , former night operator
hero , hut now of ICIgln , IB a guest of
the Snvorn family.
County Commissioner John H. Hard
ing' of Meadow Grove \\IIH hero on
buslnpBB TiiPBdny.
Harry Hnrnos , cashier of tlio GUI-
/PUB bank , moved Monday Into the
ItonvlH ptoporty on HIP west sldo.
A 12-poiiiid girl made her appear-
unco nt the hojno of Mr. nnd MTH.
Adolph Mantoy Tuesday morning.
Win. Illtlrlck , Br. , nnd Joseph 1)111-
rick worn nllondlng the wedding of
I heir mm and brother at Vordlgro
Tuesday.
Itiidolph Illoldt has bought the Har-
npy Tyler property on East First
street. Mr. Tyler IntontlB to move to
Lninar , Col. /
Herman Helm , a hnrnnsB innkor of
Nnwmnii Grove , wna hero on biiHlnpss
Mondny. Ho IB kept posted dully by
the Norfolk News.
Mnrk Scsler l having blH Main
Btrcot brick building re-roofed. Wlloy
ItiuvkhiB of Madison nnd Win. Suther
land nro doing the work.
J. L. Okoo nnd wlfo arrived hero
from Clearwater Tuesday. Mrs. OlU'o
IB Inking treatment with n local physi
cian. They formerly lived east of
town. .
Adolph llredehoft has rented the P.
A. Cnllon bouse In Highland park now
occupied by Dr. Muiimin. Tito laltor
lins rented the Mrs. Halo property on
West Main Hired.
The funeral of Mm. Conrnit Worn or ,
who died Monday , was hold Wcdnea-
day morning at 8 o'clock from the
Lutheran church and conducted by
Itov. .1. Hoffman. The nttondnnco wns
a largo ono.
fc
Mr. John Luclit , Jr. , nnd Mlas Mary
Fomilco wore married Tuesday after-
nooii nl 2 o'clock In the Luthornn
church by Rev. J. Hoffman. After
the coronrony a reception was holdnl
the homo of the hrldo's parents , Mr.
and Mrs. Chnfl. Fenske , n mlle cast of
town. The groom la the only Bon of
Mr. nnd Mrs. John I.ucht , sr. , nnd
the bride is the second daughter of
Mr. and Mrs. Fenske. The young people
ple will keep house on the James
place /mulh of Iho Union cemetery
and ho will work part of his father's
farm. Both of them were born nnd
raised In Ibis locality.
Warnervllle.
Ed. Bolry moved onto the farm of
Jacob Hlpps four miles southwest of
town Monday.
Fred Chnndlor went to South Oma
ha Monday with a cnr of fat catttlo.
O. D. Miinson went to Battle Creek
Tuesday for n few days' visit with his
HOll.
HOll.Miss
Miss Myrtle Rico returned last week
from nn extended vlalt with relatives
at Cripple Creek , Colorado.
Mr. nnd Mrs. Scott Slmson received
word Wednesday thnt their daughter ,
Mrs. Susie Owens , who lived on n
farm near Clinton , died Tuesday of
tuberculosis.
Mrs. Louisa Squirrel nnd son Free
man sold their personal property nt
public sale Tuesday nnd will remove
to Colorado next week , having rented
their fnrm to James Sweet , who will
take possession this week.
MRS. C. J. REED SAVES HER HOME
'
FROM BURNING.
BUT ENDANGERS HER OWN LIFE
Jerking Down a Flaming Drapery In
Her Home , She Rushed With It
Burning In Her Arms , Out of Doors.
Fortunately She Escaped Burns.
The quick work of Mrs C. J. Heed
when fire broke out In her home on
The Heights during the evening , saved
the building but threatened her own
llfo for a few seconds. A blaze caught
In n drapery nnd was eating up the
ciirtnln , with danger of spreading and
destroying the homo , when Mrs. Reed ,
catching sight of the llame , rushed
for the curtain and jerked It , fire and
all , down from the hanging. With the
bundle of fire In her arms she rushed
out of the house nnd threw It to the
ground. She wns unhurt nnd the dam
age amounted to not more than JSO
altogether. It Is considered exceed
Ingly fortunate thnt the flames did
not spread to the clothing which Mrs
Reed wore.
Letter List.
List of letters remaining nncnllet
lor at the postolllce nt Norfolk , Neb.
February 21 , IOOR :
A. G. Cobb , Peter Johnson , Arthui
H. Petersons , Ezra Tiinm. Lon Thorn
ns , F. M. Timmons.
If not called for In fifteen days will
be sent to the dead letter ofllce.
Parties icalllng for any of the above
plense sny "advertised. "
John R. Hays , P. M.
Use News want ads. They pay.
They bring results. In a little want
ad you are enabled to reach more than
2,400 homes every day. Granting
five people to a homo , your little ad
la read by 12,000 persons. Out of 12-
000 persona reached by The News In
a day , there ought to bo some ono
Interesled in what you have to offer.
As an advertising medium The
Nows-Jpnrnnl is unexcelled In Its ter
ritory.
W.J.BRYAN TELLS UNIVERSITY'S
ALUMNI WHAT THEY ARE.
SCHOLARS ARE NEGLECTFUL
Colleges Educate Minds and Not
Hearts , Says the Nebrasknn Great
est Indictment Against Cultured Is
They Do Not Use Powers to Help.
William JonnlngH Bryan , who recent-
f mldrcHHcd the Alumni niMocliitlon of
lyrnciiMc unlvcrnlty nt Now York on
Tbo Appeal of Democracy to the Cul-
ured C'lnHHCH , " mild In purl :
" 1 have lost no opportunity In recent
'earn to iniiku the aciiualntmicc of the
ivople of the cant. Something I said
n 181)0 ) WIIH taken not IIH I Intended It ,
, Raid Homrthlng nboii't the 'enemy'H
country. ' After looking at this results
of two elcetloiiH. that wau trim In a
sense. Kill 1 did not mean It In the
wuy it wan Interpreted.
"I am not ( inbarniHHed In so far ns
Jyrnciiso la denominational In ltn lean-
iign , because my mother was a Metho-
HtU and became a Iliiptl.st to please my
'ather. ' My wife WIIH n Methodist and
) ccame a I'realty turlnn to please me.
Au my father took ono and I took an
other from the Methodist church , I
mvo nimlo up for It by attending a
Methodist church near my farm for two
years.
"I have always liked the friendliness
of the Methodist church , and there In a
doctrine In the Presbyterian church
that I do not like , and that In the one
of election. I have had a good deal of
rouble about that , both religiously and
otherwise.
"But I have Been n light through the
controversy of a southern Presbyterian
ind Methodist , both colored parsons.
The Presbyterian explained It to my
Hatlsfactlon , Buying that there was vot-
ng going on all the time. The Lord
wna voting one way and the devil an
other , and whichever wny the Individ
ual voted the election went.
"The pleanuro I have In meeting1 you
ia thnt 1 benr n message to you. 'De
mocracy's Appeal to Culture' In my
theme. I do not spenk In a partisan
BC11HO.
"I would BpeaU to you of culture on
behnlf of the people nt work the com
mon people , if yon will. That is not
a term of reproach. The uncommon
people are not so Important an they
think they nre. The common people
produce the national wealth.
"Real culture Is not alone refine
ment of taste and. Intcllcctuiil attain
ment nnd capacity. The rlulit sort of
culture Is nn enlargement of the ca
pacity for service nnd the willingness
to improve the opportunities culture
gives. The cultured people have not
been living up to their responsibility
and opportunities.
"Tb ? scholar does not do Ids duty to
the people of todny. Mini he lint not
done it In the past. Democracy , the
spirit of the republic , nppcnU to cul
ture for Justice truthfulness and serv
ice. We do not see HO much of the
brutal sins of the past , like assault
nnd buttery and highway robbery , but
theic nrc modern sins.
"Food Is adulterated , endiumerlng
life. Isn't It a strnnae tiling that sup
posedly Christian men will to declare
dividends neglect to supply their men
with safety appliances and nllow the
sacrifice of life through the working
of children In the factories ?
"There nn ? enormous wrongs In
methods thnt nre sometimes considered
respectable. Look nt the great swin
dling operations in your city bnnks.
There are CUSPS of bank burglary by
otllclnls for worse than those for which
men serve terms In Sing Sing. People
trust the great names of tiimnce and
nre robbed by fraudulent fluctuations
caused by wntercd stock.
"It in too true thnt the cultured as
sume themselves to bo sunerlnr to their
brothers nnd begrudge small ndvan
tnges to even the less cultured The
greatest Indictment ngnlnst the cul
tured Is not that they do wrong open
ly or willfully , but because they stand
Idle in the vineyard nnd do not use
their powers for helpful service. The
trouble Is thnt the colleges do too
much to educnte the mind nnd not the
henrt
"I hnve never Intentionally said any
thing tbnt could be construed ns array
ing cbiss against class. I do not be
lleve that there nre two clauses In
heaven , nnd so why cnn't the two
classes pet together here on enrth ?
"The scholnr must be something
more than n simple mental mnchtne
The humblest humnn being la grenter
than the grentest statue I am not n
pessimist nnd see todny better thfngs
and better times coming.
"The tide townrd the grent nssocla
of wealth Is turning , nnd the
light of a better dny is dawning. Here
there nnd everywhere there Is an awnk
ening of the civic conscience. "
A Wntrr Cniiillritlck.
A gins * of water makes a One einer
g ncy candlestick Weight ono em
of the CHiulle with n unll just Inrge
enough to hold the cnudle in the watc
so that the water touches its top edge
but does not touch the wick , nnd then
light the candle. It will bum until tht
last vestige of wick Is gone nnd th
flume will not flicker. The melted tal
low that runs down but serves to bole
the candle more stationary. IJlack
smith nnd Wheelwright.
Amrrlcnn Itnllroiiil Kni-nlna * .
In railiond gross earnings Inst yenr
the United Stntes came within n few
thousands of being a S'.OOO.OOO.OOO
country , * > ' * ttio Kt. Louis Globe-Dem
oerut. Dividends amounted to $184 ,
000,000 , nn increase of 523,000,000 eve
the fiscal year 1003. The 209,000 mile
of rallwny In the United States nro n
productive prop t7. *
FAIL TO SETTLE GRAIN RATE WAR
Conference of Railway Presidents Un
able to Agree Upon Differential.
ChU'iigo , Feu. 22. An Ineffectual
attempt was made to settle the grain
ate wai. At a conference of the
ircsldcttlB of tailroads Interested , iliu
act developed that a certain gulf
eaU has ( .mm at s for dairying grain
at the reduced rates and cannot gel
hum cleaned up before the latter pan
f Miudi. After vainly trying to reach
nine point of agreement , un adjourn
ment was taken until next. Tuesday.
Bqmo of the roads were In tnvor of
oatorlng noimal tariffs as soou as
hlu could be done , whllo others ob-
ectcd to doing so until the question
if gulf differentials should be settled ,
. 'ho gulf lines , however , are not unit
ed on what dltTorontlal they doslro.
Some of them Insist that the dltlot-
ontlal from Omaha and from Kansas
City should be the same. The old
differentials were 4 Mi cents from
luiaha and C'/j ' cents Irom Kausaa
31ty und the other lower rlrcr points.
The western lines were not willing
to offer the gulf lines more than 31.
cents as a. differential , and to this the
gulf lines would not agree. Some of
the cult lines were not , they declared ,
n position to agree to anything until
they had consulted with their eastern
connections.
Repeals "Breeders' Law. "
Jefferson City , Mo. , Feb. 22. The
ewer house of the legislature passed
ho bill repealing thu present statute
known as the "breeders' law , " which
authorizes pool selling on horse races
u certain enclosures. The proposed
aw , known as the Godfrey bill , not
only repeals the "breeders' law , " but
irohibits pool selling on horse races
n any part of the state of Missouri ,
whether the races are run within or
without the boundaries of the state ,
rho bill will now go to the senate ,
vhore it Is expected a determined
tight will hi > made by persons Inter
ested in the several race tracks of
he state.
Newspaper Publishers In Session.
New York , Fob. 22. The nineteenth
annual convention of the American
Newspaper Publishers association
opened nt the Waldorf-Astoria and
trill'continue In session three days.
Charles H. Taylor of the Boston
Qlobe , the president of the associa
tion , presided. At the close of the
meatlng , at which reports of standing
committees concerning advertising
Bents , labor matters , the defense
'und ' , printing paper and mutual fire
nsurnnce were read , a memorial meet-
ng for the late William Cullen Bryant ,
who was for a long time secretary of
the association , was held.
Private Car Line Inquiry.
Washington , Feb. 22. The private
car line Inquiry was resumed by the
Stevens sub-committee of the house
committee on Interstate and foreign
commerce. A. Runlon , counsel for the
Armour Car Line company , made an
argument against federal control. He
maintained that private cars were not
Instruments of interstate commerce
within the meaning of the law and
that the icing of the cars was not a
part of Mich commerce.
Miles Will Not Reply to Mrs. Davis.
Boston , F > b. 22. General Nelson A.
Miles , Inspector general of the Massa
chusetts militia , said that he did not
intend to make any response to the
letter which Mrs. Jefferson Davis rv
cently made public , in which she
charged General Miles with perpetrat
ing cruelties as custodian of her hus
band at the close of the civil war.
General Miles said : "The letter Is so
offensive in Its Character as not to
call for any reply. "
Berea College Fined $1,000.
Richmond , Ky. , Feb. 22. Berea
college was fined $1,000 for violation
of the Day act. This Is the law passed
by the general assembly of Kentucky
at its last session prohibiting the co
education of the white and colorei
rares. Beiea college has for fifty
rears conducted a school and college
for the education of all youth of gooi
moral character. The case will be
taken to the supreme court of the
United States.
Platt-Ellas Suit Dismissed.
New York , Feb. 22. The suit of
John R. Platt , the octogenarian 'mil
lionaire , to compel Hannah Ellas , a
negress , to return to him $685,000
which ho alleges he gave to her dur
ing a period extending over twenty-
fire years , was dismissed by Justice
O'Gorman in the supreme court. In
dismissing the suit Justice O'Gorman
said the case was absolutely without
eridence to sustain Platt's allegation
that the money was obtained from
him by means of threats of bodily
harm and exposure of their relations
Something Wanted.
A bachelor , old and cranky , was Bit
ting alone In his room. IIIn toes with
the gout were aching , and bis face was
o'erspreiid with gloom , no little ones
shouts to disturb him from noises the
bouse was free. In fact , from cellar
to attic 'twas ns still as still could be
No medical aid was locking ; his serv
ants answcied bis ring , respectfully
answered his orders and supplied him
with everything. But still there was
something wanted , which ho could no
command the kindly words of com
passion , the touch of a gpntlo hand
And be snld , as his brow grew dnrke
and bo rang for the hireling nurse
"Well , marrlnge may be n failure , bu
this is n Jolly sight worso. "
Acquitted on Poison Charge.
New London , Mo. , Feb. 20. The
Jury In the case of Dr. T. Jones Wat
ton of Denver , Colo. , charged will
killing his wife , returned a verdict o
not guilty.
Are You Satisfied With the Busi =
\
ness You Do ?
There are few business men who
vould not Increase their trade if they
ould devise means to do U. Any
nan would be willing to pay a per-
outage of the Increased proilt for the
uko of maintaining the now stltuu-
us. It Is a rare business man who
vould not gladly hire an additional
alcsmau or solicitor if , by so doing ,
hat salesman or solicitor would In
crease the bulk of business so much
hat the added profits would pay the
alary of the now man and leave stir-
) lus cash for the bouso.
A good salesman or a good solicitor
s one who , by his skill In presenting
ho selling points of the goods at hand ,
s able to make sales which otherwlso
vould not be made. If a high-salaried
salesman did not sell things which ,
vcro It not for his presentation , would
lot otherwise have boon sold , ho
\ould earn no more money for his
employer than an ordinary fellow.
\nd if it wore not possible to make
icople buy things which , but for the
salesman's work , they would have left
inpurchased , then the simplest , child
vould be as valuable in a store or in
an agency , as the cleverest and most
cxperieucod professional. ,
An advertisement is uioioly a sales
man or a solicitor , which talks to sev
eral thousand people at the same time.
An advertisement , llko a human
salesman , may bo so clever that it
vlll create a demand for the goods
ind 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
o nono.
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
ulvantage to buy the articles adver-
ised. An advertisement must be none
no re and no less than a printed con
versation , such as the salesman would
speak if he were talking , earnestly
ind seriously , to a prospective buyer.
t can not ramble if it Is to bring re
sults. It can not cover , in the same
Ine , two separate articles any more
than a salesman dare try to sell , in
the same breath , two different things.
It"must bo clean-cut ; rid of superflu
ous literature ; sharp , definite and con
vincing.
No ad. will pay which is not so writ
ten as to create a demand for the ar
ticle 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
Ills story written by a newspaper re
porter.
An Ad is News ,
Every ad. Is news , In its way. And
it must bo written in just as Interest
ing a manners 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 , 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 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 be '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 dis
cussed and attract the attention of the
desired ones. And a cut , foh this rea
son , must pertain to the article ad
vertised , and must , in itsqlf , be able
to dlbplay points in the article which
wij.1 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 shoe , 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 nhoo was of fine shape ,
up-to-date , hajid-sewed and durable.
The so-called "catchy" headings
which many business man hare 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 ,
quits In disgust. And very frequently
the person whom It is desired to in
terest , will never look at the ad. be
cause It does not interest him at the
outset. On a newspaper , the greatest * l'
cnro is taken to write headlines which , f\ '
will , at the first glance , give the gist
of the whole story. If it is a baseball
article , therefore , the fan knows it
nt once and will read It. The politi
cian will pass by. Dally papers pay
largo salaries for exports who do noth
ing but write thcfto 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 an Under
shirt ? " The man in need might and
might not care whether cold weather
ho will read the lines that follow Just '
was coming or not. It Is n cinch ,
though , that if ho needs an undershirt
to see what sort of bargain he can se
cure. If ho does need an undershirt
or If it happens to bo a dentist's ad
that tells him bis 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 everything -
thing in the building that ho can pos
sibly use. If they fall to do that , it
is new 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 ,
alter 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 y
ways something newsy , clever , attrac
tive to the taste and the purse of the
reader , can ue 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 ia
easy to see why "fans" would not look
tq 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 clothaa
pin bargains , if that corner contained
bargains but three times within va
year. The readers must be trained to
expect to find ads. worth looking at ,
before they will take the time to do
It. .
The People to Reach.
The people to reach , advantageously ,
are those who can get to the advertis
er , either by mall or In person , to taka
advantage of the articles mentioned.
Advertisers In Norfolk naturally de-
falre 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 ha's been working for
years. It now does cover this field
very thoroughly every day in the year.
The rural routes out of Norfolk , tit
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 stimulated by adver
tising. It will not only gain new pa-
Irons but It will Increase the patronage
of former ones. Advertising is not
a venture. If used Judiciously and
systematically It is bound to bring re
sults. There Is no other way out of
it. It is a commodity in which th *
business man invests for the sake ol
getting more out of it than he puta
Into It. It Is paying one dollar for the
purpose of making two or three and i I '
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 W-
vertlslng will pay in any community
largo or small , If it is done on a sci
entific basis. Done In haphnzzard
fashion , It is now , always has been
and nlwavs 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 nnd never
grow In trade , will find advertising the
surest , quickest and most dependable
method of satisfactory growth. And
newspaper advertising | a 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 , thaa In
any other method thnt can bo deviged.