TillNOUl'ul.K ; .NUWS : 1'MUJMV MAItCII 51 11)05. )
ANOTHER CHAPTER IN FAMOUS
NEW YORK MYSTERY.
V
STORY OF THE ALLEGED CRIME
A Prominent Millionaire Died Under
Peculiar Circumstances Patrick
Produced Checks and Will for $ ! > , <
000,000 Valet Confessed.
AUiiiny , N. V. , Mm oil 1. Anollior
chapter was added today to thu fa *
mouH Albert T. 1'alrlolc CIIHO wht'ii
Dnvlil I ) . Illll appeared bc-foro the
court of appeals and argued for u new
trlul In the. cano of tlio man convicted
of the murder \Vllllam Marsh Rico ,
( lie Te\iis mllllnniilro , Mr. Illll tine.il
HH the basis of Ills argument for i\ now
trial the report of the Hpeolal commit
tee-j > f the Medico-Legal society , ap
pointed to Investigate the effects of
embalming before rigor nuirllH on con
gestion of the lungs , wllliont with
drawing hlooil fiom thn body. The
report wils wholly In favor of the con
victed lawyer , every momlier of the
cotnmltteo signing n" opinion that
lllco illil not dlo from chloiofonn poi
soning , anil that the condition of hit )
lungs was entirely dtio to the embalm
ing process employed by the under
taker. In Its report the commltteo
HUM , In part :
"It would lie ImpojiHlblo for any ono
to dlHcrlmlnato from the post-mortem
nppoarnnco between the admlnlstra-
tlon of chloroform ns the CUIIRO of
death or an the result of the embalm
ing procoBH , as stated In ( lie evidence.
No ono could truthfully have stated
( lint death wan wholly emitted by the
inhalation of chloroform , from appear
ances nn presented n ( the nutopHy , be
cause of the presence of embalming
llnld , and further because chloroform
was not found by chemical tents.
"Tho committee l satisfied , after a
review of nil the evidence , that Hlco
died from old ago , weak heart , etc. ,
or , in other words , from the condi
tions embraced In Dr Walker Curry's
certificate of death , and on which the
.authorities allowed the body to be
cremated. It Is also the opinion of
the commltteo that no chloroform wast
ever administered to Hlco by .lones ,
as"Rtnjpil by him. because It would
have been Impossible not to have de
tected the odor of chloroform , either
In the mom occupied by the deceased
or on the body , as the amount of chlor
oform employed , as alleged , would
have saturated the beard of the de
ceased and retained the odor for many
hours. "
Now In Slnjj SlnQ.
It Is conlldently believed that on the
strength of this rpport the court of
nppealH will grant a new trial to Pat-
rink. In this event It Is considered
probable that Patrick , who has been
In the death house at Ring Slut ; for
nearly live years , will either bo ac
quitted 'as was Holand Mollneanx un
der similar circumstances , , or that
there \\lll lie a mistrial as In the case
of Dr. Kennedy and that the prosecu
tion will then dismiss the ease.
The Patrick case Is one of the most
famous In ( he annals of the New York
courts. William Marsh Hlce , an ec
centric millionaire , died at his home
In MadNon avenue , New York city , on
September 2" , 100(1. ( On the day before -
fore his .death he ate Inordinately of
bananas , and. according to bis physi
cian , he was taken 111 with Indigestion
the next day and died the day follow-
Injr. Albert T. Patrick was a lawyer ,
practicing his profession. He took
cbarse of the millionaire's affairs at
the solicitation of the latter's wife ,
had an undertaker embalm the body
and fixed the day for the funeral , lie-
( ween the hour of lltoo's death and
the da > ' of the funeral several suspi
cious thing * bad happened. Several
chocks bad been presented at the
banks fo > - certllle'itlon. Thev were all
slsnod by the dead man. and were
pavable to the order of Albert T Patrick - ,
rick The banks franl ly admitted that
the checks appeared to he good. But
as the cheeks \u > ro for largo amounl-t
an ln\estimation was started , and the
net heirnn to gut her about the lawyer ,
Patrick.
Patrick Produced a Will.
Suspicion fell on Charles F. loues.
Hlce's valet , \\lio , ft was learned , had
hud several conferences with Patrick
Immediately before and Just after
Hlce's death. While the police \ > e-
striving to straighten out the de - | ! s.
Patrick produced n will dated .luno
20. moo , under which the bulK of the
entire estate , aggregating Jfi.OOO.OOO ,
was bequeathed to him Ho also ex
hibited several checks aggregating
fltin.nM. which had been placed li. his
custody for various heirs and l.nslnoss
Interests Identified with the late mil
lionaire.
Then It transpired that th re was
another will In existence , dated four
years earlier , In which the bulk of the
ostnto was left to the proposed Wil
liam Marsh Hlce Institute r.t Houston ,
Texas. Groping In the dark , the po-
llco arrested Jones on si'splclon , and
then came the first sensation. Under
the questioning of tf.e police. "Jones
mndo the startling confession that
Rico had been murdered by Patrick.
Though ho was in an adjoining apart
ment , Jones said ho hart not actively
participated In the crime. Patrick had
formed a plot to have the millionaire
leave him his property by will and
had found It necessary to 'nl < o thu old
inan'H life to prevent the n vocation
of the document A cone Maturated
with ehloroforni , had been plated .mt-r
the old mini's face while he slept , an 1
death had thus been HecnmpllHliid-n1-
cording to thu vnlnl'n confession.
Jones Admits Murder.
Patilck's arrest followed hnmcdlate-
ly , Ho iemaliied cool , itiul asset led
his Innocence. On AptII 1 the pie
llmlnary hearing In the case began lie-
fore Justice , now District Attorney
leiomo. The second great sensation
came on the second day of the hear
ing , when Jones , after passing n sleep
less night in the Tombs , went upon
the stand and confessed that li" , mid
not Patrick , bad killed the aged mil
lionaire. With oliTiiiiiHtaiitlnl detail ,
he related cold bloododly bow he ha 1
fed the mllllonalro poison , and Dually
placed the cover over hit * face , all at
the Instigation of lawyer Patrick
Patrick was convicted , and a moll.in
for a nu\v trial having been denied ,
sentence of death wan Imposed upon
him , About two years a40 ho suc
ceeded In getting n now trial , which
likewise resisted In ti verdict of guilty.
Since that time ho has romulned In
the death honso at Slug Sing , npuml-
Ing all of Ills tlmo In the study of med
icine VIUi a view to fortifying himself
with knowledge to provo that death
could not have come to the mllllomilio
alleged without leaving traces other
than those- offered In evidence- his
trial.
Shortly alter his llrst conviction Iho
lawyer , through his attornoyn , offered
the 1000 will for prolmto , and Buno-
gate Fitzgerald throw it nsldo as n
forgery. Patrick nppoalod the will
case and was again defeated and the
fortune passed Irretrievably out of
his hands.
ti
Use Nowa want ads. They pay.
They bring results. In a little -want
ad you are enabled to roach niorb than
2-tOO homos every day. Grunting
five people to a homo , your little ad
Is road by 12,000 persons. Out of 12-
000 persona reached by The News In
n day , there ought to bo some one
Interested in what you have to offer.
"
CHAIN RATE WAR STILL ON
Mother Effort to Reach Settlement
Ends in Failure ,
Chicago. March I. An attempt by
railroad presidents uad tialtlc man
age ) s ot Ruver l lAllioud companies
to aud the dohtiuctive gialn rate war
mled tu i'alluin , and the meeting ad-
jouraod until Filda > moinlng. It wa's
argued that the light between lines
'running to the gulf and the kcabourd
nouhl react on the railroads in con-
irass and In view of the dangers of
adverse rate legislation the light
would have to end. A factor In the
proposed uettlumont was that the de
struction of the elevators nnd docks of
the Illinois Central railroad t Nt w
Orleans bad greatly reduced facilities
for handling export grain at southern
poits. It was aiKiiud that the old nut-
foim rains should bo tovUed.
Niodrlntjhaus Supporters Hold Caucus.
Jelteri > oii City , Mo. , Muuh I. The
legislative uippoilurs of Thomas 1C.
Nlciliinghans lor United Hiatus sena
tor hold another caucus last night In
the senate chamber , hut weie unable
to settle upon a candidate to break
the deadlock. While the caucus was
secret , It was leuincd that some of
the mumbcis emphatically denounced
the suggestion that lu case a candi
date he agreed upon big name be sub
mitted to H. C. Kerens for his HP-
PI oval , and that the Kerens support
ers he called into ttiucus tonight.
Three of the uieuilieis left the loom.
Says President Opposed Kerens.
JetU'rsun Cliy. Mo. , Muich 1. F. D.
Ellis , loimeily the confidential repie-
sentalivo of National Commiiufiiiai ( )
Thomas J. AKtns , testified bufoit- the
senate Investigating committee , slut-
Ing that Aklns had told him that
Piesiilunt Hoohuvult had asserted to
Aklns that under no chcnmstaiues
must U. C. Koiuns be olfiiod to tha
United Stated sc-imie man Mlssuuit.
Kills \\onl uu to Mi ) that AUliis loUt
him that Pits.iit-ht ltuuMelt had suid
hu "dlil not \Miul iui > moif sfiiututs
like Klklns , tUik and Ki-inB ot
Utah. "
HALF MILLiONJJOLLAR FIRE
Entire Block of Business Houses !
Dertroyed at East Liverpool. O.
Kast Liverpool. O. , Match I Six
largt * huiUlaifjj Hn.l a numlivr of
smaller ones were destroyed by ftro
The total lo > g will be more than $000.-
001) The squate bounded by Diamond
and Mulberir alleys , Fifth avenue and
lUik.pt stiuet was completely cleaned
out , not a building being left stand
ing. Scarcely any of the occupants
of the liullillnns burned saved ant fur
nlnliliisof value Fiiemen and flre
flglulni ; appiuatus came fiom Roches
ter. Pa. , Steubenvilie and Wellsvllle
and with their aid the local fire de
partment succeeded after fire hours'
hard rtuhtliis In quelling the ( lames
The bUze Matted in the shoe store
f \V H. Gasaon. on Market street ,
but lh caui bai not _ yet been
learned.
Dr. Harper Able to Sit Up.
Chicago. Match 1. President Will
iam R. Harper of the University of
Chicago , although it is less than a
week since tha operation was per
formed upon him that rer aled cancer
of the colon , is sitting up In his bed
at the Presbyterian hospital , attending
to his duties as head ot tha unirer-
ity.
MORE AND MORE THEY ASSUME
IMPORTANT POSITIONS.
ARE MANY LEADING OFFICIALS
Were Formerly Newspaper Corres
pondents Drlstow Was a Country
Newspape'r Man and Still Owns Two
Papers Down In Kansas ,
Washington , March a. Moio and
moro the nowftpapur man Is coming
to bo u factor In public affairs , state
and national. Both bousos of con-
gri'HH today bear testimony to the
truth of this Hlntoinnnt , as docs the
loll of governors of the statos. In
thu minor slalo offices mon of nuws-
paper training have time and again
sorvud with distinction , and IJio power
of Iho proKH as a whole Hei'itis to lib
steadily Increasing.
A glance at thu congressional direc
tory tolls an Inloroslln story of the
participation of former newspaper
writers In'operating the national gov-
eminent Secretary of State John
May , before ho became a capitalist
and a diplomat , was an editorial writ
er on the Now York Tribune , and ho
held that and other newspaper posi
tions for many years , covering practic
ally all of hlH younger manhood.
F. H. LoomlH , first assistant secre
tary of state , was u newspaper writer
In Ohio when President McKlnloy dis
covered him anil gave him n diplo
matic position In South America , from
which ho was promoted to his present
position. Previous to 18JK ! Mr. LoomIs -
Is had the newspaper assignment of
traveling with Mr. MoKlnloy when the
latter was making occasional tours of
the country. Through his service ho
became well acquainted with him , and
when McKlnley came to the white
house Loomls was ono of the men
who was quickly taken care of.
Wynne a Correspondent.
H. J. Wynne , postmaster general ,
and to bo consul general to London
after March , was for many years In
the press galleries of the national capItol -
Itol , representing the Now York
Press. He came np from the most
humble beginnings. During bis boy
hood ho was messenger boy In a Phil
adelphia telegraph office , and while
there ho learned to bo an operator.
In tlmo ho came to Washington , where
ho secured n position as operator In
the office of General H. V. Boynton ,
the leading Washington correspondent
of his day. Mr. Wynne "picked up"
the newspaper as be had "picked up"
telegraphy and blossomed out as a
correspondent In his own right. In
this business ho achieved wide -ifopu-
tntlon , and wheiilio entered the ser
vice of the government as first as
sistant postmaster general be was one
of the best known men on newspaper
row.
H
John Harrett , , who has held several
Important diplomatic positions and Is
at present American minister at Pan
ama , was n few years ago n reporter
on a dally newspaper In Portland , Ore.
Ills rlso has been most rapid and won
derful. Ho has captured the fancy of
the president , and his future how
seems secure.
H. A. Taylor of Wisconsin , assistant
secretary of the treasury , has been a
newspaper proprietor and worker
since his young manhood , and still In
sists that he IK In the harness.
H. H. Armstrong , assistant secretary
of the treasury , who Is to leave his
olllce to become president of a great
trust company In Now York' ' , was a
dally newspaper worker. For years
ho was New York- correspondent of
the old Chicago Herald , losing bis po-
sltlon "when the Herald was consoli
dated with the Record. Returning to
Iowa , bis hemp state. ' he renewed bis
acquaintance with Leslie M. Shaw ,
who , when ho became secretary of the
treasury , brought Armstrong to Washr
Ington as his private secretary. From
this place be was promoted to an as
sistant secretaryship.
Joseph L. Hrlstow , who made such
a spectacular record as fourth assist
ant postmaster general in the Investi
gation and prosecution of postofilco
department boodlers , owns two coun
try newspaper * In Kansas , and has
hired editors to take charge of them
whllo he remains away from the state.
Ho learned the newspaper business as
a boy , and had no other means of live
lihood before coming to Washington.
There * are strong prbabllltles that he
Is to succeed Mr. Burton as a member
of the senate from Kansas.
Oeorgo R. Roberts , director of the
mint , Is editor and proprietor of the
DPS Molnes Register-Leader , the lead
ing newspaper of Iowa ,
Francis R. Lenpp , the now commis
sioner of Indian affairs , was for years
the Washington correspondent of the'
New York Rvenlng Post. Years ago
he was nn editorial writer on the New
York Tribune , with John Hay , and
they'had desks in the sanie room in
the Tribune office.
John E. Wllkio , chief of the government -
ment secret service , was formerly a
police reporter on several of the big
Chicago dallies , and the training thus
acquired fitted him for the post which
he now fills so acceptably.
O. P. A'ustin , formerly chief of the
treasury bureau of statistics , now
transferred to the department of com
merce nnd labor , was a prominent
Washington correspondent before his
appointment
L. Whlto Uusbey , the private secre
tary to the speaker of the house of
representatives , WIH ) for almost a
score of years the Washington correspondent
pendent of the Chicago Inter Ocean ,
resigning to accept the position at the
capital.
A. H. Sluuson , chief of ( ho periodic
al division of thu library of congress ,
wat < n Washington correspondent be
fore accepting that pitaltlon.
In the District of Columbia.
Newspaper men arc very much In
evidence In the government of the Dis
trict of Columbia. This city Is gov
erned by a board of throe commission
ers , ono of whom must bo an ofilcor
of the engineering corps of the regu
lar army not under the rank of cap
tain. The two civilian commissioners
were former Washington correspond
ents , H. I ) . F. McFarland of the Bos
ton Herald nnd H. L. West of the
Washington Post.
General H. V. Boynton , president of
the 'board of education of this city ,
was the dean of the corps of Washing
ton correspondents until ho retired
from the press galleries about ten
years ago.
Major Richard Sylvester , the chief
of police of'Washington , was reporter
on tlio St. Louis Globe-Democrat years
ago , and worked so long at the trade
that ho Is well equipped today to resume -
sumo newspaper work should his in
clination lead him In that direction.
As an advertising medium The
News-Journal is unexcelled In Its ter
ritory.
HARD BLOWJOR REFINERY
Kansas House May Not Pass Anti-
Discrimination Bill.
TopeUa , March 1. The anll-djs-
crimination bill was a special order in
thu house yesterday , but was not
reached on account ot a discussion of
the primary election Uw. It will prob-
abl > 1m reached today. There Is a
glowing conviction that thu antl-dls-
crlmlnatiun bill may not be passed by
the house. A week ago the tno kouso
loaders refused to assure passage of
tha ineasuie because the senate would
not accept the house ralliuad bill.
Since then a conference committee
has been consldurine the railroad bill
and has adjusted moat of the points ot
difference. Leading leclslatois have
tald that the oil men have secured
enough legislation already. On the
other band , the friends of the antl-
discrimination bill urge that a failure
to pass it would be a hard blow for
the state refinery to overcome.
Kansas Is continuing its fight
on corporations. The house passed a
resolution providing for an investiga
tion of the binding twiiJe combine
and the senate decided to look Into
the workings ot the Insurance com
panies dolnt ; business in 'his state
It Is all Rod that the companies have
made a combine In violation of the
itate antl-triiHt law.
BANK OFFICIALS GO FREE
Defect In Iowa Statute Allows New
Liberty Men to Escape.
Davfupoit , la. , March 1. Because
the Io a statutes , which uiake.lt a
crime of emberzieuietu for a banker
to loan mone ) to himself , fails to
provide a punishment for the crime ,
M. Beitthein and Arnold Beuthelu ,
presldeut and cashier of the wiecked
New Llbeity ( la. ) bank , will go free ,
although one pit-tided guilty and the
othei was under indictment. Judge
J. W. Bolllnger of the district court
hare held that the law was defective ,
because it failed to provide pimfsh-
tuoiit , nnd he ordered the Indictment
of M Beuthein quashed. The son
had pleaded guilty , but he wM with
draw thin plea anil he liberated The
Beuthuln bank failure Involved more
than $100.1101) ) loss. Of this sum young
Beutlu'ln loaned $ " "i,000 o himself U
promote a theatrical enterprise.
MRS , CHAOWICUO BE TRIED
Judge Overrules Motion of Counsel to
Quash Tw0 Indictments.
CleveUi.sl.Iueh 1. Juilse Taylor
of the lulled States clistiiet court
OTctiuiea the motion or Attorney J.
P. Dal l ? .r , counsel for Mrs. Chadwiek ,
that the Uo indictments letuiued
sjaiTui her by the federal grand jury
OB Feb. "VI bt > quashed.
Mrs Chadwiek. who wa in court. '
then entered a plea of not guilty to
Ux to additional indictments , re
turned asalntt her on Feb. 21. chare
ing tonspnacy. Mrs. Cuadwick'i
triallll commence before Judge
Tayler Monday rooming , the consplr
acy indictnteivs against her being
UVen up first.
MJ.S. Chadwiek. In an Interviaw , de
clared that her attorneys would ap
ply for a change of-venue lu connec
tion with ker trial in the United
States district court. She s ld the
action would b taken on the ground
that District Attorney Sullivan , who
will prosecute her case If tried here.
Is related to Judge Tarler and that
owing to the strong public feeling ex
isting against her In this city , a fair
and unprejudiced trial could not b *
secured.
London , March 1. Fighting OB
l&rse ncale Is in progiess between
Hit Rua&lan and Japanese aiinlcs in
Manchuria. General Kouropatkln ,
fcfter meeting the initiative ot tlio
Japanese in tha eastern part of the
tShakho vajley , assumed tbe aigres
iiv In the western portion Tuesday
and under cover of a heavy artillery
fire from Putlloft hill and Novgorod
hill , succeeded in driving the Japa
nese from u. position in the outskirts
Are You Satisfied With the Busi
ness You Do ?
There are few business men who
would not Increase their trade if they
could dcvlso , means to do It. Any
man would bo willing to pay n percentage
centageof the Increased profit for the
sake of maintaining the new stimu
lus. It Is a rare business man who
would not gladly biro an additional
salesman or solicitor if , by so doing ,
that salesman or solicitor would in-
uroasp 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 liouqe.
\V good salesman or a good solicitor
Is ono who , by his skill In presenting
the selling points of the goods at hand ,
Is able to make sales which otherwise
would not be made. If a high-salaried
salesman did not sell things which ,
were it not for his presentation , would
not otherwise have been sold , ho
would earn no more money for his
employer than an ordinary follow.
And if it were not possible to make
people- buy things which , but for the
salesman's work , they would have left
unpurchascd , then the simplest child
would bo as valuable in a store or in
an agency , as the cleverest and most
experlcucc'd 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
salesman , may be so clever that it
will create a demand for the goods
and * wonderfully Increase the sales ;
or it may be so commonplace , so un
skilled and so devoid of effective pres
entation that what it says will appeal
to none.
Advertising Has Come to Be a Sci
ence and a Fine Art.
An advertisement must contain rea
sons why the reader will find it to fits
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
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 more
tluin a salesman dare try to sell , In
the biune breath , two different things.
It must be clean-cut ; rid of superflu
ous literature ; sharp , definite and con
vincing.
No ad. wllljiay 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 oft , 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 bo 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 , 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 amicted 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 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 dis
cussed and attract the attention of the
desired ones. And a cut , for thte rea
son , must pertain to the article ad
vertised , and must , in Itself , be able
to display points In the article which
will create a demand for it. Any 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 shoe , Jusi as would the
words of a salesman who look time to
say that the shoe was of Una shape ,
up-to-date , hand-sewed and durable.
The socalled'"catchy" headings
which many business man have writ-
ton over their ads. , men who have re
ceived no returns and quit Investing
Fn 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 interest -
terest , will never look at the ad. bo-
CUIIHO it docs not Interest him at the
outsat. On a newspaper , the greatest
care is taken to write headlines whl h
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 iL The politi
cian will pass by. Dally papers pay
large salaries for experts who do noth
ing but write these headlines. But
nn 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 Undershirt :
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. Ft Is a clnck
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 ha
pulled painlessly ,
He Will Visit the Advertiser.
When ho has done that , the ad. haa
done its work. It is then up to the
clerks or the dentist to sell him every
thing in the building that he can pos
sibly use. If they fail to do that , U
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 ,
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 !
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- . v
tlve to the taste and the purse of tha Jf
reader , can be made to pay and to
pay well. It stands to reason that ad
vertising MUST NOT BE SPASMOD
IC if it is to bring the best results.
If a baseball column in a newspaper
was printed but once a month , it la
easy to see why "fans" would not look
to that column when it did , periodical
ly appear. It logically follows that a
housewife will not look at a certain
corner of the paper today for clothea
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 ,
betore 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
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 aa
thoroughly as are the homes in tha
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
trons but it will increase the patronage
of former ones. Advertising is not
a venture , If used judiciously and
systematically It is 1
bound to bring re-
suits. There Is no other way out of ' f
It. It Is a commodity In which tht
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 Hat 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 ,
large or small , if it Is done on a act-
entitle basis. Done in haphazzard
fashion. It Is now , always has been
and always will be a waste of money.
The business man who advertises In
the right way , is bound to increase hit
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 tha
surest , quickest and most dependable
method of satisfactory growth. And
newspaper advertising la the most
economical In the world today because
through this medium more people and
more territory can be reached , and la
an 'Interesting way at that , thaa ( a
any other method that can be devised.