\ jjjyyufli
TIIK NlMKOMv' NKNVS : I-'HIIUV , AIMUL. . 14 , 1005.
/ & r
MANY CA9E3 TAKEN UP AT SIOUX
FALLS COURT.
LYNCH MAN UNDER INDICTMENT
Case of Fight Detweeit Cowboys North
of Valentine In Which William Rain-
bolt WAR Killed , Also Comes up
" This Session of Court.
Rlonv Falls. R. O. . Anrll fi - Among
the cases which nro to ho disposed of
nl the roKiihir lorm of I'nllod Slates
court , which convened here Imlnv. nro
several of InloroRt nonr Valentino.
Ncli. . iiinl nnn of Interest to Lvnoh ,
Noli. . besides several others of ponornl
Interest In the northwest.
A'enso of HOIIIO Importance Is ( lint of
John Dupnn. ninynr of Hiirho. ono of
the now ( OWIIH In the cocloil portion of
the HoHohnd Indian reservation , who
Is oharpod wllh solllnp liquor to In
dians bolnnplnp on the HoHohnd.
The prnnd Jury will ho required to
dlSpOSO Of the OI\HO \ npatllSt MOHOS All-
not. n woll-ldiown resident of Mnnroo ,
who Is oharpod with ilostrovod n rnrnl
tnnll box.
Tho'prnnd Jury will dispose of eases
apalnst the following POI-HOHH oharpod
with soiling liquor to Indians or with
Introducing llqnor on Indlnn rosorvn-
lions : L. n. Clnrk. Slssoton : MOROH
Wnkomnn. Slssoton : C.ustnv Hnhr ,
Rprlnpflold : Henry Oohlo. SIsHoton.
n prominent Inntl npont ; doorpo Pad-
doclc. Vlerro ; Hlchard IT. Mnrrny ,
Hosobud nponoy ; Charloa Campholl ,
Hosohnd nponcy ; Jnmon Smnll llonr ,
Hopohud nponcy : Rnm Carro. Wapnor ;
Albert T.a Crolx. Vohlen.
Chnrpos of larceny npalnst the fol-
lowlnp will ho Invostlpntod : Harvey
Hip Eaplo. Tower Hrulo nponcy ; Wil
liam War Bonnet , Hosobud npoucy ;
Frank HIssotHitto , 1'lno Hldpo npono.y ;
David OharpliiR , Pine Hldpo nponoy :
Henry Pretty Eaplo nnd Holt Pretty
Kaplo. Hoschiid aponeylctor ; Dor-
soy. Crow Crook nponcy.
In addition the prand Jury will In-
% 'ostlpalo charges against six orelpht
persons who arc accused of shipping
pame out of the state In violation of
the toruiR of the national pamo law.
Amonp the CBROR In which Indict
ments were volnrned at prior torniRof
court and which are now ready for
trial IR that of Cyrus H. Cook , who Is
accused of unlawfully Introduclnp In
toxicating liquor Into the Hoiohud In
dian reservation. This case Is ( if more
Importance than would appear , for the
reason that as the outprowth of the
nlleped Illegal Introduction of llqnor
n tlpht ensued between cowboys who
were In chnrpo of cattle on the Hose-
bud reservation , and one of them.
William Halnbolt. was shot and Killed.
W. H. llolnschmldt. who is now at
Lynch. Nob. , Is under Indictment In
the federal court hero on the charpo
of shlpplnp pame out of South Dakota ,
but It may he Impossible to have him
returned to South DuKota for trial.
The praml Jury will also InvestIpato
cases In which the defendants have
not yet been placed under arrest , and
\\ho-io names therefore are withheld.
PETITION FILED AGAINST BANK
EXAMINER WHITTEMORE.
FOR MAKING WRONG REPORTS
NEW DEVELOPMENT IN CASE OF
O'NEILL FAILED BANK.
WOMAN WANTS MONEY BACK
Mrs. P. C. Carrlgan. Through Attor
neys. Has Filed a Petition Against
Bank Examiner Whlttemore , and
His Surety Company.
O'Neill. Nob. , April 12. Special to
The News ; A petition was tiled In
the olllco of the clerk of the district
court yesterday by County Attorney
A. F. Mullen and M. F Ilin riimton on
behalf of Mrs. P C. Carrluan apaUvst
Fred Whit lemon. ' , as state haul * ex
aminer , and the Fidelity Dope > il com
pany of Maryland , as ( bo ImuU exam
iner's Miroty.
The petition Is a lonp one eleven
typewritten papo and replies many
reasons why tin- plaintiff , Mrs. Cam
pun , should be allowed $1Si ! 1.00 dam-
apes with Interest at the rate of 7
per cent from November HI , 1901.
Mrs. Carripan was a depositor in the
failed HlHhoru Valley bank anil had
in the hvMltntlon at the time of the
failure * : s.oi.7S.
Charged With Negligence.
There are six different counts in
the petition and they arc to the ef
fect that Whlttemore was noplipent
In his duties when he.examined the
bank on December 10 , lOOo. nearly n
year previous to the failure.
H recltf-s as causes of action that
the examiner reported to the state
banking board 220 acres of land as
an asset of the bank which the bank
did not own , an overdraft of Cashier
Patrick Haperty's of $773 and a $ S.-
000 "accommodation" note given by
13. McGrecvy that were worthless ;
that there were Hovcnty-flvo forged
nnd fictitious notes in the bank at the
time of the examination , aggregating
and$30pOO , and hovernl notes unse
cured nnd worthless.
Those Inleii'Hted In the suit tried to
siicnro sdvoral depositors lo begin
similar act Ion and It' was exported
that moro petition * would be Illcd hut
only line has been presented for tor-
ord ,
Prolong Litigation ,
A heavy depositor of the failed hank
said to your corruHpimdenl that he
would Die no petition , as ho holhnod
II was n means of prolonging litiga
tion ami would put off a Dual settle
ment nf the depository with the bank
for u long time.
Mr. Whlllomoro's bond In wllh tint
Maryland companj and Is for $25,000.
CHARGED WITH STEALING $85
FROM EMPLOYER.
WILLIAM BALL NOW IN JAIL
Was Apprehended at Gross , Boyd
County , by Sheriff Hall , nnd Has
Been Brought to O'Neill Had No
Money With Him .it the Time.
O'Nolll , Nob. , April 12. Spednlto
The NMVH : William Hall was lodged
In Jail today by Sheriff Hall , charged
with stealing $85 from M. I.lho. a
fanner for whom ho had been workIng -
Ing In the Nlohrara country.
The arrest wan mndo at Grofm , llovd
county , where Hall had gene to the
Mho placo. Ho did not have the mon
ey when arrested.
Atkinson Items.
Atkinson , Nob. , April 12. llev.
Alexandria nnd family of Kokomo ,
Iml. , nrrlved In the city expecting to
make this their homo for n , time.
Hov. Elphmy of Long Pine hns boon
preaching bore slnco last September ,
but the M. 13 church will now have
a resident pastor.
David Wlxson and wife , who have
spent the winter In California , re
turned homo today.
DOINGS ATDALLAS
_
Ernest Jackson Is Federal Land Com
missioner Dances and Church.
Dallas , a. D. . April 12. United
Slates District Judge Garland of Sioux
Falls hiui appointed Eraicst A. Jack
son , formerly of Fairfax , United
States commissioner for four years ,
to bo located at Dallas , S. D , Judge
Jackson will be In readiness to make
tilings , relliKiulshmenls nnd final
proofs.
H. Woolhlse Isj making nrrnnpe-
ments to build a new store building ,
25x120 feet , on the corner of Third
and Main streets , ns the store ho now
occupies Is not Inrpo enonph for dis
playing stock. This will ho the larp-
est store on the reservation.
This week the first Sunday services
were held In Dallas , over the bank.
Twentyliveero present. Services
were conducted by Hov. Spurloek of
Honestoel.
The first danelnp party In-Dallai
jvas held Saturday night and nhout
200 puesls from each of the towns and
surrounding country wore present.
Amonp the towns represented wore
Fairfax , Honesteel , Jamison , Napor ,
Horrlek , llurk and Orogory. The
Misses lleaeh were up from their
home south of Ponca creek. All the
puesls expressed surprise at the
growth of Dallas and each promised
to surely come again for the hip dauee
In two weeks.
FASTEN CRIME ON ANOTHER.
Attorneys for Koch Expected to Ac
cuse Another New Ulm Man.
' Now Him. Minn. . April 12. Kdgnr
Dingier , one of the state's witnesses
In the celebrated Dr. Koch murder
case , has not left for parts unknown ,
hut Is quietly working on a farm near
Sprlnpfield , Minn. , and will be on
hand when the ease opens at Mankato
April HI. He swore positively at the
last trial that the bloody hammer
\\hleh was found In Dr ( Jebhard's of
fice on the evening of the murder.
was seen by him at the homo of Dr.
Koch.
The state has several other wit
nesses \\ho will swear that the ham
mer belonged to Koch. One of them
will testify that the hammer was In
the lahor.'ilory of the accused dentist.
Detective H. F. Chandler , \\iio has
been'In the employ of the defeust
since the murder , on November I
1901. has been closely guarding thi
otllcos of Dr. Koch at nlsht. lest some
attempt bo made to outer them. It
Is said that some suspicious looklnp
persons have been seen on a roof ail
joining Dr. Koch's office at night.
Detective Chandler stated todnj
that the defense would probably com
plete their work within n few days as
regards thb collection of evidence in
crlmlnlatlng some person with the
crime , not hitherto mentioned. The
attorneys for the state have been ox
poctlng something along this line fa
some time. They say it is done to
divert attention.
Bad Looking Citizen.
A tough looking yegpman with a
bullet wound in his arm , to whlc !
\here was no explanation offered
dropped Into Norfolk yesterday ant
was ordered immediately out of towi
by the police. The same tramp hat
been here during the winter nnd hat
been put out of town at that time.
As an advertising medium Th
News-Journal Is unexcelled In Its ter
rltory.
IOY FERO , A VERY DAD DOY , IS
SENT TO PENITENTIARY.
ODDED STORE AT WATERTOWN
Lad Who Was Dorn and Reared at
Ponca , Where He Was the Worst
of the Town , and Who Stole a Dig
Steamboat , la Behind Dars ,
Sioux City , Iowa , April 11. Hey
'nro , tilliiH "Ponca Hill , " the "boy
ho stele n steamboat , " has been BOH-
enced at Sioux Falls to the oouth
) nUntil ponltoiitlnry for robbing n
Valortown store. Fore had a Sioux
lly record , but his remarkable per-
'ormancu was the theft of the steam-
ioat.
In the fall of 1890 Fore began his
aroor by the theft of a steamboat bo-
oiiglng to the Argo Starch workw at
Nebraska City , Neb. , anchored to the
ant side of the Missouri river neat ;
Inmburg , Iowa. It was used to bring
orn to Iho starch works. Young Fore
as out on a tour to see the country ,
ml at Nebraska City lie stole across
10 big bridge , picked up a small
dft and began Iho hunt for n steam-
ioat. Dreams of Cnptntn Kldd must
mvo crossed the mind of the boy , as
o thought ot the glorious trip to the
ulf In the big corn boat.
IIo found the boat unlocked nnd
10 fires banked. The two men who
nroil for it were In Hamburg. Carry-
ig on several armlonds of wood fo
inko a quick llro , young Fcro pushed
10 boat out from the shore nnd start-
d the engines. With the paddles
plashing , the boat wont on swiftly
1th the current. Fero knew nothing
f the current , but luck favored him ,
ml at daylight ho steered Into port
t Drownvlllo. There ho was , of
ourso , arrested. The judge sympa-
il/.cd with Fcro , but ho was spnt to
10 reform school with 1,000 demerits.
On n bright summer afternoon In
897 , when all were out getting fresh
Ir , "Ponca Hill" slipped down to the
oems of the bookkeeper , John
Irnmlt , nnd dressed himself in ono
f Mrs. Brandt's summer gowns , took
white parasol and went out for n
nlk. Ho took a Union Pacific trainer
or North Platto. But there his fond-
ess for liquor resulted In the dlsar-
angomont of his clothes and his ro-
rrest. But ho soon escaped again ,
vrltlng on the blackboard as ho wont
ut : "Some day I'll wander back
gain I don't think nnd some clgnr-
ttcs I will bring. " Now Fero has
ultllled expectations by getting him-
elf Into prison.
The above dispatch recalls the ear-
v career of Hey Feio , who as a lad
f a dozen years created a reign of
error In old Ponca town and who
vas the cause of fears that verged on
orvons prostration among the moth-
rs of the place. Ho wns very , very
md. When ho was at length sent to
ho reform school the community felt
elloved. It was early predicted that
toy Fero would end in the penlten-
lary and his' sentence at Sioux Falls
roves that the predictions were jus-
I lied.
Whooping Cough.
The quick relief afforded by Cham-
erlaln's ConphyHomodv in cases of
vhooplnp cough , makes It a favorite
vlth the mothers of small children.
I liquifies Hie tough mucus , making
t easier to expectorate , keeps the
cough loose and counteracts any ten
dency toward pneumonia. This rem
edy has been used In many epidemics
> f whooping oonph and ahva > s with
lerfecl success. Tlieie Is no danger
yhatever from the disease when It is
reely given. U contains nothing In-
urlous ami may ho plven as conndent-
y to a baUy as lo an adult. For sale
t.v Leonard the druggist.
THURSDAY TIDINGS.
tleorpe Dudley sr. , left Norfolk
arly this morning to drive to Omaha.
le drove a fine team which ho hopes
o sell. He expected that the trip
would require about four days.
The Ladles guild of Trinltv church
will inooJ with Mrs.V. . N. Huso to
wn-row afternoon at 20. :
Mrs. .1. H. Maylard and Mrs. J C
SI It I entertained The Heights ladles
at a 1 o'clock luncheon yesterdav af
ternoon at the home of Mrs. Stilt for
Mrs Morrow who lo.nos today for
her new homo In Washington.
Dr. and Mrs. p. H. Sailor enter
tained the members o.f the Klndoi gar-
ten club nt a C o'clock supper last
evenlnp for Dr. and Mrs. Frank Salter -
tor who will leave in n few day > - for
their now homo at Dallas , S. D
W. A. Mohlenhaner has boon under
the weather for n few days.
A now cement sjdewalk is belngMnid
on South Fourth street , alonp the wal
of the Cotton block , and loading to
the postotllce.
As a result of the big swinging dooi
at the south entrance of the postof
fico. which Is kept moving a large
portion of the day , a continuous draft
circulates through the general deliv
ery window nnd Oeneral Dollver >
Clerk Jonas , who stands at that win
dow , has been suffering from n con
slant cold for the past three months
ns nn effect of It.
Mr. nnd Mrs. T. J. Morrow loft Nor
folk nt noon today for their new homo
In Washington. Mr. nnd Mrs. Mor
row hnd resided In Norfolk for a long
period of years , owning a very prctt >
homo on South Tenth street , nnd rtur
Ing their residence hero they had
made hundreds of friends who have
ORretted their departure. During the
nut week many farewell dinner pir-
Ion have boon glvon for them , their
Norfolk friends nil wishing for thoin
i plcnsnnt homo , Their three clniiRh-
orn , Mrs , Howard Senbnry , Mlsn Kd-
th Morrow and Miss Nell Morrow ,
ro all now residing In the west and
t wns for the purpose of bringing the
iinilly nonror togcthor\ that the
hnnpo from Norfolk wns contemplat-
d and finally made.
A tolepram was received In Norfolk
ostorday by Dr. 1C. W. Williams an-
lonnclng the death of Mrs. Jnck Heer-
de nt Pasadena , California. Mr. nnd
Irs. Heorklo made Norfolk their homo
or a number ' f years and left this
Ity about the first of the present year
or California U > the hope that the
hnnpo In clliri'ft ' would benefit Mrs.
leerklo's henlUi They loft n great
lany warm friends In Norfolk , all of
vhom will receive the news of Mrs.
leerklo's death with deep regret. In
ormatlou ns to funeral nrrnnpcmontB
as not been received. Mr. lleorkle
vas a traveling salesman for n drug
louse , with headquarters In Norfolk ,
ml ho Is well known to nil druggists
n northern Nebraska. He Is a mem-
) cr of the Norfolk lodpe of Elks.
Traveling men who Sunday In Nor-
oik tire making preparations for the
napplest gnmo of baseball here next
Suniln.N that has boon known on the
s'or folk diamond for ninny a moon ,
laving already played two rattling
oed contests , the faitH of the Pacific
ml Oxnnrd hotels nro worked up to
i pitch of high enthusiasm and the
ext game is promised to be a hum-
ier. The Oxnnrd people have won
loth of the preceding games nnd nro
inund , they say , to win the next. The
'acltlc people , on the other hand , are
aid to he framing up to make a kill-
ng at the third of the series. Down
t the Oxnard It Is reported that the
'nelllc people have secured sonic of
ho best .twlrlers ever nnd arc plan-
Up to win ; up at the Pacific they'ar'j
learlng tales of expert work In tin ;
ithor's camp , and all In all there Is
olng to be something doing.
NOT REQUIRED TO LIVE ON LAND
mportant Ruling Made In KlnKaid
Law for Big Homesteads.
O'Nolll , Neb. , April 5. The question
ins been seriously raised as to wheth-
r persons who had already made proof
m their former homesteads , before
illnp on contiguous lands under Iho
\tnkald law , would be required to ro-
Ido on the additional land entered ,
'he local land office has b en holding
hat residence on the original entry
vas sufficient , but It appears from let-
ors coming to Judge Klnknld that nt
east ono other office In the state has
teen holdlnp otherwise n.nd In order
0 settle the matter Judge Klnknld
vrote the commissioner of the gencr-
1 land office for nn opinion. The
udpe snys that doubt about how the
peneral land office would hold has
nuscd considerable nneaslni- nnd
10 was much pleased today to receive
i letter from the assistant comntis-
loner , in which ho quotes section 2
) f the act. The assistant commission-
> r then adds :
"It would appear that the privilege
of entering additional land tn\'or \ sec-
ion 2 , above quoted , was glvon alike
o ontrymon who hnd made final proof
> n their original entries and to those
vim had not perfected title to the land
ormerly entered , If such eirtryman
till owned nnd occupied the land so
ormerly entered , and in case final
iroof had been made the parly would
lot bo required to move from the lan-l
originally entered to that embraced In
its additional entry , but contlnurus
osldence on the original entry for
flvu years after date t\f the addltJonal
ntry and the placing of permanent ini
irovemenls of th land embraced In
such additional entry of the value Df
lot less than $1.25 per acre for each
acre included therein would be suf-
Iclent. If satisfactorily proved within
ho statutory life of the entry , "
It would appear from1 the above that
lei-sons who are resldlnp on their for-
nor honi steids , no matter how lonp
po proofwns made , are complying
with the law relative to residence of
contiguous lands entered under inn
Kinkald law.
Try a News want ad for results.
Eastern Star Social.
The Eastern Stnr lodge met in so
cial session nt their | odpe room last
night In honor of Mr. nnd Mrs. T. J.
Morrow who leave today for their
new home In Sedro-Woolloy , Washing
ton. A banquet was served during
the evening.
Letter i-lst.
List of letters remalnrtip uncalled
for at the postofllce at Norfolk , Neb.
April 11 , 1005 :
Miss A. C. Brodey , Mrs. Guy Bolton
.1. M. Hunt , Mr. nnd Mrs. J. McCnl-
lough , Miss Mtutd E. Murrell , Normnn
A. Mlnnr , Ellle Scales , Mrs. "Alllce
Tworp.
If not called for In fifteen days wll
be sent to the dead letter office.
Parties calling for any of the above
please say "advertised. "
John R. Hays , P. M.
"I can't get a girl , " cries the de
"pairing housekeeper. A want ad In
The News gets the girl , restores sun
shine In her soul , cheerfulness In her
home and happiness In her hushanc
and children. News want ads are
great stuff. If used.
OSTE O PAT HY
DR. O. R. MEREDITH
Olllci lit Reldeice , 109 North TentH Street.
PHONE 254.
Are You Satisfied With the Busi
ness You Do ?
There are few business men who
would not Increase their trade If they
could devlso menus to do It. Any
man would bo willing to pay a per
cent nge of the Increased profit for the
suko of maintaining the now stlinu-
lim , It la n rare business man who
would not gladly hire nn additional
salesman or solicitor If , by so doing ,
that salesman or solicitor would In
crease the hulk of buslnoHH so much
that the added profits would pay the
salary of the new in a a and leave sur
plus cash for the house.
A good salesman or u good solicitor
Is ono who , by his skill In presenting
the soiling points of the goods at hand ,
Is ublo to make sales which otherwise
would not bo made. If a high-salaried
salesman did not sell things which ,
voro It not for his presentation , would
lot otherwise have been sold , ho
vouhl earn no more money for his
employer than an ordinary fellow.
\iul If It were not possible to make
leoplo buy things which , but for the
alcsman's work , they would have loft
inpurchased , then the simplest child
would bo as valuable in a store or In
an agency , as the cleverest 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
alcsmun , may bo so clever that it
vill create a demand for the goods
and wonderfully increase the sales ;
> r it may be so commonplace , so un-
killed and so dovold of effective pres
entation that what it Bays will appeal
0 none.
Advertising Has Come to Be a Sci
ence and a Fine Art.
An advertisement must contain rea-
ons why the reader will find it to his
tdvantage to buy the articles adver-
Iscd. An advertisement must bo no
nore and no less than a printed con-
ematlon , such as the salesman would
speak If he were talking , earnestly
> nd 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
ban a salesman dare try to sell , In
ho same breath , two different things ,
t must be clean-cut ; rid of superllu-
> us literature ; sharp , definite and con
vincing.
No ad. will pay which Is not so writ-
en as to create a demand for the ar-
lele or articles advertised. Every ar-
icle advertised should be sot off , like
1 newspaper article , in a department
> f its own , w.lth a head-line calling at-
entlon to It and with its every selling
Kilnt brought out and exhausted Just
is completely and as thoroughly as Is
tin story written by a newspaper re-
> orter.
An Ad is News.
1C very ad. is news , In Its way. And
t must be written in Just as interest-
ng a manner us Is the news with
which it must compete for favor , on
he same page. It must be clever
enough to attract the attention of the
mispective buyer. Magazines today
are as thoroughly read in the advortls-
ng 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
liu pained. The heading must be so
worded as to attract the attention of
the person who Is interested in that
particular amd who , therefore , may
prove a hnyer. A person afflicted with
sore feet will grasp at any tiny adver
tisement whose headline Indicates that
there in relief to he 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 tlatlrons , 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 this rea-
sin , must pertain to the article ad
vertised , and must , In Itself , bo 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 , Just as would the
words of a salesman who took time to
say that the shoe was of flno ahapo ,
tip-to-date , hand-sewed and durable.
The so-called "catchy" headings
which many business man have writ-
ten over their nds. , 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. because -
cause It docs not .Interest him at the
outset. On a newspaper , the greatest
care is taken to wrltoMioadllnes 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. Daily papers pay
largo salaries for exports who do noth
ing but wrlto thciio 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 a cinch.
though , that If ho needs an undershirt'
to see what sort of bargain ho can BO- 4
cure. If ho does need 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 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 ho can pos
sibly use. If they fall 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 live buyer has been attracted to
the store which
Makes Advertising Pay.
That is the reas&n why leaders can
be offered , even at cost or perhaps at
a loss , and still net the advertiser a
margin on the transaction. That U
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 th
reader , can be made to pay and to k
*
pay well. It stands to reason that ad-
vertlsing 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 mouth , 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 clothes
pin bargains , If that corner contained
bargains but three times within a
yejir. The readers must be trained to
expect to find nds. worth looking at , \ > t
before they will tnke 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.
To the end of covering this Identical
field , The News has been working for * J
years. It now does 'cover this Held
very thoroughly every day In the year.
The rural routes out of Norfolk , of
which there are live today , are reached
by The News just as effectually and as
thoroughly as are the homes In th
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 , ara
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 Uound to bring re- '
suits. There Is no other way out of
it. It Is a commodity In which Hh
business man invests for the sake of
getting more out of it than he puta
Into it. It Is paying one dollar for the
purpose of making two or three ami
many times more than that.
It Has Come to Stay ,
The uncertain period of advertising fS *
lias passed. As a business getter U ' i
has come to stay and it is growing J
more and more essential. Local ad- /I /
vortlslng will pay in any community , I1C
large or small , If it la done on a sci C
entific , basis. Done In haphazsard
fashion , It Is now , always has been
and alwavs will be a waste of money.
The business man who advertises In
the right way , Is hound to Increase his
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 moat
economical In the world today because
through this medium moro people and
moro territory can be reached , and In
an interesting way at that , than In
any other method that can bo devised *