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BUSINESS BUILDING I
BY DUNDAS HENDERSON
Advertising Manager of the C. E. Zimmerman Co., Chicago
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THE "FUN" OF WRITING ADVERTISEMENTS
Do you like the fun of writing your
ads? Fine fun, isn't it? It is fun
to be in business anyhow fun to have
the landlord come for his rent
screaming fun to have to send a check
for all those funny bills that come in
regularly every month and simply ir
resistable fun to have to buy bread
and butter for the family and plan for
the future of the children. Yes, Mr.
Retailer, it is fun perhaps.
, You know from bitter experience
that there is nothing funny about busi
ness. You do not pay your bills from
any sense of humor and neither do
people give you credit f-om the same
cause. There is little fun in paying
the wages of a first -class salesman
who has to assist you in making mo
ney to pay your creditors and allow
you to tuck a small sum snugly away
in your bank against a rainy day. It
is all solemn, deadly realty. It re
quires all the thought and sales help of
the highest grade you can get at a
reasonable price to carry through the
daily tragedy.
Why should you think it fun to
write your ads? Do you realize that
it is just as necessary to have sales
manship outside your store as it is to
have it in it if you wish to be success
ful? And if you are anxious to in
crease your business to the point where
it will be classed as amongst the best
producer of the kind you will find that
"outside" salesmanhip of the finest
order is abolutely neceesary.
Outide salesmanhip mean.5 advertis
ing that brings business. In this cate
gory you put your newspaper advertis
ing -that is to ay, you put your news
paper advertising in that class if it
produces re..ults. It is this produc
tion of results that makes all the
difference. JOnly advertising space
that contains real salesmanship will
get real returns. And the construc
tions of that salesmanhip makes
all the difference between success and
failure.
The writing of succeessful advertis
ing is an art or science like photo
graphy or medicine. It cannot be us
ed successfully by any one who has not
studied it as closely as any other art
or science. The man who, therefore
tries to practice it for fun is only
wasting his time and money. You
would not allow an untrained clerk
or amateur to come into your store
to you and sell your finest goods to
your best customer. And you would
call any one else who was guilty of
such foolishness, a bad merchant.
Further, you -would not expect a clerk
whom you had engaged to sell grocer
ies, to compound prescriptions or re
pair watches. It is just the same
with advertising salesmanship unless
you know the rules of the business you
cannot successfully write ads that are
absolutely sure to bring customers into
your store and money into your cash
drawer.
If you are in business for fun it is
wise to write your own ads for there
is nothing easier or "funnier" than
to spend your money on newspapers
foolishly. I Jut if you are in business
for money, it is better to get some
one to write them for you who knows
how to bring customers to your store
and incidentally swell your bank ac
count. Just let me tell you how "easy" it
is to write ads and then tell me how
much fun there is in construing ads
on which the increase of your busi
ness depends and on which you have
to build a great part of your future.
There are four points to every suc
cessful advertisement: First, you
mut get and hold the attention of the
possible customer in competition with
every other advertiser in the paper;
second, you have to create interest in
the goods you are selling; third, you
mustbring settled conviction into the
customer's mind that she wants the
goods more than the money in her
pocket or bank roll; and last, but by
no means least, you must get your
customer into your store to actually
buy the goods. That's all there is to
it. Easy isn't it.
There are well defined rules fordoing
all this but those rules have to be
learned. After these rules have been
acquired, you must apply psychology
and many other "ologies" to get the
desired results, the kind of results
that has puik large fortunes for Wan
amaker. the great department store
merchant, and others. To treat this
question in a spirit of fun is like a
butcher trying to undertake the prac
tice of a physician. He may know
how to carve meat but he does not
know how to cut out your appendix so
successfully that you can live after
wards. If you are really bent on fun, Mr.
Retailer, try base-ball or solitaire
whist but keep away from writing ad
vertisements that are not only wast
ing your time but preventing your
store from getting that increased suc
cess to which it is entitled.
If you cannot readily get a local
man to construct your ads, subscribe
to a syndicated advertising service.
There are several on the market.
These services are usually in series of
fifty-two with fifty-two copper plate
electros of the illustrations, one for
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In over one million homes in all sec
tions of the country, from Maine to
California-FAVORITE BASE BURNERS
are providing warmth, comfort, satisfaction, and are
saving money every day they are in use. There are
scores of such Favorite homes right here in this
town and vicinity.
If you will go into any one of them, you will be
invariably told that the Favorite saves from 2 to 3
tons of coal every year, keeping the entire house lux
uriously warm and comfortable, day and night, in
blizzard weather.
We sell Favorite Base Burners because we know they are
the best heating stoves built in point of beauty, durability,
and fuel-economy. Let us show them to you. You may as
well save three tons of coal this winter with a Favorite, and
you will get more heat and satisfaction, too.
BOYD & RAGATZ
each week in the year, at prices rang
ing from one dollar a week up. Much
of the advertising in these services
has been classed as equal to the best
that has made success for the big city
department stores and national adver
tisers. Some reduced facsimiles of
this kind of advertising may be seen
at the top of this column.
This syndicated advertising service
puts within the reach of even the
smallest retailer, advertisements that
he coludn't obtain individually for
many hundreds of dollars. They are
constructed by men who have a country-wide
reputation as retail adver
tising experts and who are paid large
salaries not only for their skill but
for their experience in constructing
just such advertisements as have made
success for thousands of merchants in
the same osition as yourself.
Full particulars of what is prob
ably the most successful of those ad
vertising services may be obtained
from the editor of this newspaper.
I earnestly advise retailers to make
early application for only one service
can be sold in each town and if you
are 21 live merchant you are certainly
losing money every day you are with
out such a service.
Don't forget the Big Orph
eus Dance next Wednesday
evening.
Creston.
A baby loy was born to Mr. and
Mrs. Fred Beadinger Sunday evening,
consequently Mr. Beadinger was
dressed up all day Monday, handing
out the treats to his friends.
Miss Gladys Munger, of Leigh, vis
ited with her friend. Miss Ella Sny
der, Monday.
1 Rev. C. H. Moore left Saturday for
Bloomfield, where he will be located
during the coining year. Mrs. Moore
and sons Clark, Clarence and George
left on Monday.
Miss Alta Ans on left Monday
morning for Omaha where she expects
to be for some time.
John Lusehen aecom pained by his
father William Lueschen left on Mon
day for Omaha to spend a few days
at Aksarben, from there they go to
Lincoln where John will attend school
at the University.
Rev. B. Feye left for Omaha Mon
day morning where he will attend the
1'resbyterian seminary.
Bruce Webb was a .business visitor
at Humphrey on Monday.
L. Westcott returned from Omaha
Saturday evening, where he had been
visiting at the home of his daughter,
Mrs. E. E. Austin.
Sherman Township.
A nice rain fell here Saturday,
about two inches of water fell. This
I nits the ground in fine shape for fail
wheat.
Frank Wurdeman was chosen a
candidate to the convention at Fremont
Monday.
Carl Luedke and Dan Weiser each
dug a cave last week.
George Michelson is visiting his
parents in Washington, his mother
being seriously ill at present.
Inselman Brothers finished their
threshing last and moved their rig
home.
Mr. and Mrs. H. Cattau left last
Thursday, to visit friends in Shaw
ano. Wisconsin.
Mr. and Mrs. Nauenburg, of near
Creston visited Mrs. II. Deyke Thurs
day. If the Tribune-Journal editor, or
any one else wants to see some second
growth of oats he might make a trip to
Creston township, there he can see
some in the stack yet.
Loscke Creek.
Miss Matilda Lutz, teacher in dis
trict 15, spent Sunday in Columbus.
Louis Loseke is the last victim
along the creek who has suffered from
the auto fever, he consulted Dr. Gott
berg. of Columbus and now he is able
to be around on rubber tires.
John Ahrens and George Loseke
made atrip to South Omaha last Tues
day. Mr Ahrens bought a car load of
sheep which he brought home last
Thursday.
Gerhard Loseke drove to Colubmus
last Thursday.
The Independent Telephone company
put in a phone for Henry Landwehr
last Friday.
The rain, everybody was wishng for
came last Saturday.
Leigh Route No 1.
We had a very good rain Saturday
and Sunday in this part of the country
which will do the winter wheat and
alfalfa good.
Henry Wergen and Will Metzger
were Columbus visitors larst Sudnay.
Adolf Keunke and sister Clara were
visiting with Fred Fanerich last Sun
day. Henry Mueller went on a trip to
Mexico Monday, to look for a location
as he is going to mote away from
here next spring and does not know
yet where he is going.
Adolph Marty shipped a carload of
cattle to the South Omaha market.
Gust Engelbart is suffering from
rheumatism,
Mrs. Henry Brock is visiting her
folks at Republican City.
Miss Mamie Jenny spent Saturday
and Sunday with the Misses Lulu and
Winnie Knight.
Fred Jenny has his automobile home
again after having had it in the repair
shops for about a month.
A little daughter was born last
week too Mr. and Mrs. Edward
Michelson.
Fred Jenny is treating his house to
a new coat of paint.
Mr. and Mrs. Henry Mueller were
Sunday visitors at the Adolph Plugge
home.
Mr. and Mrs. Alvin Harnapp were
guests at the Edward HoIIman home
last Sunday.
Henry Dassenbrock has purchased a
new automobile.
Godfrey Marty was in Columbus on
business Monday.
Richland:
Beautiful weather since our few
days of cloudy weather.
Miss Mazie Engle spent Sunday in
Fremont the guest of her sister
Minnie, who is attending th normal.
Mrs Edward Yonkie was a guest of
Mrs. Bert Stevenson Friday.
Mr. and Mrs. J. G. Kluck are visit
ing relatives in Illinois.
William Schrieber, of Platte county
transacted business in these parts
Tuesday.
Felix Luschei who has an attack of
appendicitis consulted his doctor Tues
day. Mrs. Catherine Engle visited her
son Henry last Thursday,
Burt Stevenson and Ernest Luschei
took two large loads of .cane to the
Eastman sorghum mill on Clear creek,
last Monday.
Mr. and Mrs. Fritz Settgast and
children enjoyed the hospitality of
the Luschei home Sunday.
Mr,, and Mrs. William Yonkie and
Mr. and Mrs. Henry Hanson attended
divine services at the Mueller church
on Shell creek Sunday and took dinner
with Mr. and Mrs. Edward Yonkie.
Mr. and Mrs. William Brockelsbee
returned Friday from their southern
trip.
Monroe.
Misses Surl visited their aunt. Miss
Stella Rhodes over Sunday.
Rev. and Mrs. Robert Daugherty
are rejocing over the birth of a fine
baby girl born Saturday night.
Miss Hazel Richards received a visit
from her sister, Miss Leonra, Friday.
Miss Dora McWilliams went to
Genoa Monday.
E. D. Jenkinson was a Columbus
visitor Monday.
Rev. Wedge of Genoa preached in
the Presbyterian church morning and
evening Sunday.
Mrs. Hoppock of Fullerton visited
her sister, Mrs. Harry Lieber Wed
nesday. J. A. Sacuder of David City was
renewing acquaintancs in Monroe
Wednesday.
W. M. Huffer purchased a new auto
last week.
Mrs. Morrow of College View,
Nebraska was visiting her daughter,
Mrs. Charles McWilliams.
Miss Susie Ziegler spent Sur.day at
home, returning to her school near
Platte Center Sunday.
Miss Hazel Richards was in Genoa
between trains Saturday.
Fine rain Saturday put the ground
in excellent condition for winter
wheat.
Miss Irene Gilmore spent Sunday in
Monroe.
Mrs. C. A. Hess returned to her
home in Fullerton after a few weeks
vitiit with friends.
Mr. Langley of Kansas Cityvis
ited his old friend Henry Kelly.
Mrs. William Gillaspie of St. Ed
ward visited Mrs. M. A. Dickinson
Friday.
Arthur Watts and son Ardy are at
tending the Aksarban at Omaha.
The Vesta circle meet with Mrs. L.
Campbell Thuraday.
Mrs. Edward Potter of Silver Creek
is visiting friends in Monroe.
Fred Bishop was visiting in Mon
roe Monday.
Seth Young and wife returned to
their home in Fullerton after a visit
here.
Superintendent Lecron was in town
Friday evening.
Miss Jennie Foline returned home
from Genoa Monday.
Ben Fellers and Con Giles were in
Columbus Wednesday.
TIGERISH TUNAS.
Wild Carnag When They Meet Their
Natural Prey Flying Fish.
One time at St. Clcineuts we sighted
a feeding school of tuna, av exhilarat
ing sight. A flying fish weighing a
pound and a half or more would start
from the water and soar an extraor
dinary distance, nearly out of sight,
but every inch of that flight I knew
was covered by a big tuna keeping
bis place just beneath the "flier" and
ready to seize it the moment it fell
Into the water. This rarely failed.
The moment the fish began to drop the
tuna would spring at it like a tiger,
turning and tossing the spume into
the air with a splendid and electrify
ing rush, a maneuver that was re
peated all over the blue channel.
The sensational charge meant that a
school of tunas had discovered n school
of Its natural prey, flying fishes. At
once the lust for blood and food was
ou, and the carnage was the result.
I have observed some curious scenes
at sen, but never have I seen fear so
forcibly expressed as by a school of
flying fishes exhausted and at the
mercy of the voracious tunas. I have
had them gather about my boat and
cling to Its keel as closely as they
could, while the air was full of leap
ing tunas and soaring flying fish. At
such times when a school of sardines
Is rounded up the fishes are so terrified
that men have rowed up to them and
scooped them in by the pailful. C. F.
Holder In Outing.
YOUR VOTE SOLICITED
FOR
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DAN I
EL
SCHRAM
CANDIDATE COUNTY TREASURER
FOR 24 YEARS CASHIER OF THE COMMERCIAL NATIONAL BANK
The Spider Cure.
The request for a "nut to put a spi
der In to cure baby's whooping cough"
which recently startled a Somerset
shopkeeper recalls the spider "cures"
of the past. There was, aud indeed is,
for instance, that Irish belief iu the
web as a remedy for cuts, warts and
bruises and that superstititiou of the
eastern counties which credited it with
power to cure fevers. The weaver of
the web, too, was looked upon as a
doctor of medicine.
A note from an ancient Notes and
Queries gives the illustration. "One of
my parishioners suffering from ague."
wrote a Somerset vicar, "was advised j
to catch a large spider and shut him j
up in a lox. As he pines away the
disease Is supposed to wear itself out."
A similar belief prevailed iu the south
of Ireland, but there treacle had to be
substituted for the box as collin for
the ague healer. Westminster Uazette.
The Doctor's Joke.
A physician who never goes out at
night without leaving directions as to
where to find him if wanted profes
sionally was at a theater near Forty
secoiul street recently with a friend.
Just liefore the curtain went up on
the second act an usher handed him a
note reading: "Come to the ofliee at
once. Don't telephone. Come." The
note was signed by a colleague, aud
the doctor lost no time in obeying the
peremptory summons. Arriving at his
destination, he was confronted by sev- :
eral friends, who coolly explained that '
he had been used to decide a bet as to !
the length of time it would take to cov
er the distance which he had trav
ersed. The victim's anger was only
slightly apiteased when he was assur
ed that the perpetrators of the joke
knew no one else who was good na
tured enough to furnish the Informa
tion looked for. New York Tribune.
Putting the Owl to Use.
There Is a choice old recipe, in which
the owl figures, "to make any one
that sleepeth answer to whatsoever
thou ask," given in "Physick For the
Poor," published in London in 1oTi7.
It says that you are to "take the heart
of an owl and his left leg and put
that upon the breast of one that
sleepeth, and they shall reveal what
soever thou shalt ask them."
The Ilindus, however, declare that
the flesh or blood of an owl will
make a person insane who eats or
drinks It. On this account men who
are devoured by jealousy of a rival or
hatred of an enemy come furtively to
the market and purchase an owl. In
silence they carry it home and secretly
prepare a decoction, which an accom
plice will put Into the fowl or drink of
the object of their malignant designs.
Cold Weather Coming
And with it the need of a good heater for your home. For
the Ionjj winter evenings there it nothing" to comfortable as a
Radiant Home Heater
The large base of the Radiant Home affords ample capacity
for absorbing cold and impure air, thus serving the double
purpose of ventilating the room and by the incresise of the
supply of oxygen in the stove, the fuel is completely con
sumed, thus eutting the fuel bill from lf to U." per cent.
The Radiant Home lias an established record of ....
33 Years Successful Experience
and has kept pace with the onward march of progress. It is
one of the few articles whose Record Guarantees its Future.
For Sale Only By
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Rothleitner & Co
ELEVENTH STREET
Wanted a Supply.
"Politics," remarked a Washington
official, "Is a science as well as a cir
cus. One of the funniest things I ever
heard in that connection was about
the cowboy delegate to the constitu
tional convention of Nevada when that
territory was about to become a state.
In the constitution was the stereo
typed paragraph about the new state's
having two senators to represent It in
Washington. When It was read to the
convention the cowboy delegate rose
and yelled out: 'What's the use of
limiting It to two? We're overwhelm
ingly Republican, and we can elect as
many as we want.'" Washington
Star.
Dr. W. H. Slater, veterinary. Both
phones.
One Fare for Round Trip
with minimum excursion fare of fifty cents, from points in Nebraska
except west and north of Kearney. Tickets on sale October 1st to 5th
inclusive, with final return limit October 9, 1911. This enables you to
attend the best part of
Ak-Sar-Ben Fall Festivities
to be held in Omaha September 27th to October 7th
UNION PACIFIC
will run special.train leaving Omaha at midnight via Papiilion and the
Stromsburg IJranrh to Central City for convenience of those attending
the Electrical Parade the night of October 4th. The same night at
1 1 -A't another special train will leave for Grand Island via Lane Cutoff
and main line, making stops at all intermediate points.
For Information relative to fares,
dates, etc., call on
UNION PACIFIC AGENT
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