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About Omaha daily bee. (Omaha [Neb.]) 187?-1922 | View Entire Issue (March 1, 1915)
HIE BEE: OMAHA. MONDAY, MARCH 1, 1911V
DR. BESSEY'SFUNERAL HELD
UiitlKguisKed . Sebrllsktc Scientist
Given Final Tribute by
Friends at Lincoln-
BURIAL IN WYUKA CEMETERY J
(From a Staff Corrcoponil'iit.)
LINCOLN. Neb., Fob. 2?.-SpH ial.)
Tlir funeral of IT. Charles K. Pcwy
of the Mat unlvcrMty took rla" this
afternoon at Memorial hall on the atate
campus (troundn. Uev. M. A. Bullock
'f the Vine CotiBieBallonnl church, a
fluted by Hew IX. A. Walte of the Flrt
Conarcaational church, had charge of
Before the funcial services the body
lay In slate for an hour, where hun
dreds paid their respects to the man who
had done so much for Nebraska's tott
school. A section of the lower floor of
the hall was reserved for the members
of the university faculty and their
wives and the administrative members.
The 1'n. II bearers.
The active pallbearers were Dean Al
beit 1. Woods of the t" nlverslty of Min
nesota, Dr. M. R. Gllmorc of Lincoln,
Dr. U. L. Shanti ot Washington, D. C;
I'rof-. F. C. Jean of Peru Normal school:
Dr. Irving S. Cutter of the College of
Meuicine, Omaha, and Dr. Raymond J.
I'ool of Dr. Bessey's department of the
All of these were vstudonta
under Dr. Bessey and all are members
of the Ilotannical Seminar, an organi
zation which was founded twenty-eight
years ago, shortly after Dr. Bessey came
The honorary pallbearers were men
w ho are.- or have been closely Identified
with the university and were headed by
Chancellox. Avery. The other being
1'ean L. A. Sherhan. Dean E. W. Davis,
I'rof. Grove E. Barber, Dean E. A. Bur
nett. Prof. G. W. A. Luckey. Trot. II.
K. Wolfe. Trof. George E. Howard, C.
J. Ernst, Dr. W. T. Aylaworth, E. J.
Halner and Will O Jones.
Guard of Honor.
While tho body was lying tn state It
was In charge of several graduate stu
dents of the botany department, among
them being Fred F. Welnard. W. L. C.
Muenscher, R. J. Jeffs, T. G. ITnncker,
T. J. Fltapatrlck and Richard R. Boer
ker. The burial wa at Wyuka ceme
tery. Large numbers of telegrams of
eympathy and condolence have been re
ceived by the family.
NEWS NOTES OF CHADRON
AND OF DAWES COUNTY
CHADRON, Neb., Feb. 2S (Special.)
The Railroad Young Men's Christian
association Is giving the young men of
Chadron an excellent opportunity to be
come first class telegraph operators at
a nominal cost. Being very close to the
railroad track they have installed sev.
eral complete seta of Instruments, and
have a competent instructor.
A specialist, F. E. Williams, who co
operates with the United States Depart
ment of Agriculture and the Nebraska
College of Agriculture, ia here to as
sist the Dawea County Farm Manage.
ment association, and especially its
demonstrator,. C. S. Hawkea. in. makinr
a farm survty of each, section -ot Dawea
county. The' object la- to help establish
how best each section may be made to
yield the beat and largest crops.
Ralph Good and family, who have
toccn living in Omaha for a few years,
have returned to Chadron, and will
take charge of the J. W. Good ranch
Just east of Chadron.
The bodies of Mrs. William Mclntyre
end her baby, who died during birth,
were taken in one coffin to Cleveland,
O.. for interment. Brief funeral serv
ices were held here at the residence,
conducted by Rev. John B. Williams of
the First Christian church."
Tht; new Chadron Ice and Creamery
company held its first meeting since
becoming Incorporated. The officers
are: C. F. Coffee, president; F. II.
Pope, vice president; W. A. Cannes.
treasurer; Allen G. Fisher, secretary:
Samuel Passamaneck, local superin
tendent. The Intermountaln RaUway,
J'lght and Power company of Denver,
Colo., which owns the electric light
idant, has brought this addition to
LINCOLN PUT UPON LIST
OF PRODUCE PCSTOFFICES
(From a Staff Correspondent.)
LINCOLN, Neb., Feb. 2S. (Special.)
Postmaster Francis E. Brown ia tn re
ceipt of information from the first as
sistant postmaster general. Washington.
J). C. stating that It has been decided
to add Lincoln to the list of offices at
vhlch lista are published of the names
and addresses of producers who. desire
to sell country produre direct to , the
consumer by means of the parcel post.
AM farmers desiring to have their names
placed on the list should forward their
name and address to Postmaster Brown
t Lincoln, Neb., stating the kind of
1'1-oduee they have for sale, which ahould
Vjo listed under three heads butter, egge
and general produce.
When a sufficient number of names
are received they will be complied.
printed and distributed upon application
cr by the city carrier to persona who
would likely make use of such lists.
hariroa Declamatory ( ontett.
CHADRON. Neb., Feb. 28.-(SpeCial.)
At the high school declamatory con
test last night there was art unusually
large audience. The contest was so close
that the referee had to tie called In
every ease to settle the decision.
Results were: Oratorical: First,
Spartacus to the Gladiators," on
IDabol; second. "Regulus to the Cartha
flnlana." Pauline Wiley.
Dramatic: First. "The Heart of Old
J.'lckory," Mildred Gardner; second.
'Wild Zingarella," Marjorie Payton.
Humorous: Flrat. "How Ruby Played."
Anna Mote; second, 'Miss Maloney on
the Chinese Question," Martha Muldoon.
(barsrd with Attacking- Womaa.
UPLAND, Neb.. Feb. 28.-(Special.)-H.
J. Rlntertnann of Upland swore out a
complaint against J. C. Hartman. a prom
inent retired business man of Upland, for
merly of Bladen, charging him with hav
ing made an assault upon his wife, AmelK
J'.lntrrmann. The ease-la to be tried be
fore the county Judge In Ploomlngton.
proper Treataarat for Rllloaaaeaa.
Fur a long time Miss Lulu Hkelton.
C hiirchville. N. Y., was bilious and had
sick headache and dizzy spells. Chamber
lain's Tablets were the only thing that
cava her permanent relief. Obtainable
J1 Nebraska Nebraska
Against the Recall j
(From a Staff CoiTiponl,nt.
LINCOLN. Kcb. (Spi ll.)-soinJln!i
' earning again the j'ltfalla of the r--
J" tT'c n'cJlTtrr ?Bal awtaUo'Tat tho
LinUell hotel last nlKht. He said,
i With JtidKes on the bench, subject to a
I recall of tiie people, every popular setitl
I mcnt or prejudice to wlilcii the masses
are heir wojld have to be appeased or the
Judpe would lose his Job. The power of
the people, saved fn easily by Impulse,
would either seriously Impair the strict,
rlpht enforcement of the laws and the
constitution by eliminating from office
the fair Judxe who happened to arouse n
fleeting popular Ire or by puttlna into
office judges subservient and cringing to
popular demand to the extent that thev
violate their oath of office to uphold the
What would have happened at the tlmo
of our civil war, continued Mr. Mahoncy,
if a recall had been In vogue. Public
sentiment was adverse to the policy Presi
dent Lincoln favored. What would have
hapiened If the people in their frenry
had set hlin aside, a man who it seined
was designed by ITovldence to lead the
nation through the awful struggle hi
though directed by a divine hand? If th
recall of Judge becomes effective, then
we might as well make a bonfire of our
Remit Every Month
(From a Staff Correspondent.)
LINCOLN. Feb. 2. (Special.) County
treasujrere from now on will have to make
remittances to the state treasurer every
month, according to an opinion handed
down by Attorney General Rfed and a
ruling by State Treasurer Hall.
The state treasurer has sent a letter to
each of the county treasurers In which he
"Calling your attention to section ,507
of the revised ntatutes of 1913, I beg to
advise you that from and after this date
I nil) require you to pay into the state
treasury all funds belonging to the atate
at the close of business on the last day
of each month or on or before the 15th
day of the following month.'
The law reads that county treasurers
shall pay to the state treasurer all funds
In their hands belonging to the state on
or before the 10th day of February and
the 10th day of October of each year and
at such other times aa the state treasurer
ON BILLS IN' COMMITTEE
(From a Staff Correspondent.)
LINCOLN. Feb. 8. (Speclal.)-The fol
lowing bills were recommended to pass by
the senate In committee of the whole be
fore adjournment Saturday afternoon:
S. F. 275. Gates of Sarpy Requires
proxies by stockholders In mutual inaur
ance companies to be dated.
8 F. 102. Robertson of Holt-Rural tele
phone companlea with capitalization of
less than 5.000 not required to make an
nual report to State Railway commission.
S F 103, Beal of Custer Enables school
boards In cities of the second claa to
make a levy aa high aa 45 mllla upon a
60 per cent affirmative vote of the people.
S. F. 172. Klechel of Nemaha Raises
permit feea for selling Imitation butter
and cream; enables food commissioner to
ue audlty teat on a quality basis for
cream; provides that tcalea for cream
tests be sensitive to at least twenty-five
mBUlF?HV Klechel of Naroaba-.RogulB.tea
sale of seeds. ,
S F. 141. Klechel ft Nemaha Regu
lates sale of commercial feeding stuffs,
requiring each ingredient to be named.
8 F. 108, Grace and Bushee Allows
federal government to care for and ap
iiropriatn flood or unused water.
BP. 73. Ruden of Knox Increases pay
of present assessors from $3 to $4 per
day. , .
West Pol at Sews Notes.
WE8T POINT, Net).. Feb. 2S.(Spe
clal.) The Jurors chosen ,for the spring
term of the district court of Cuming
county are as follows: E. F.Breut
kreuts, August Westerhold. Charles
Glvens. George Reeson, Frank Schelbe,
G W. Fessler, Matt. Hansen, Gottlelb
Schlecht. Frank Rlsse. Oscar Nelson,
Joseph Kellinghaus. G. II. Schutte,
Charles Relmers, Grover Nltz, Guy Nel
lor, Phillip Graff, Joseph Herzlnger,
John T. Baumann, Otto Bchultz. Tom
Adams, Nils Jcmnson, C. J. Weborg, C.
F. Schwedhelm and F. Slndelar. The
Jury la called to appear on Tuesday,
George Chamberlain and Mrs. Bertie
M. Rlaor of Stanton were married, by
County Judge Dewald at Ills office tn
the court house. The groom Is a pros
perous farmer of Stanton county.
On Wednesday morning the marriage
of Gua Krieger and Miss Mary Jacob
son was solemnized at the office of
County Judge Dewald. They will re
side on a farm near Wlsner.
Xewa otes of folaiabas.
COLUMBUS, Neb., Feb. 28.-( Special.)
Edward F. Btlbal and Elizabeth J'tef.
lova. both of Schuyler, and Jamea Mil
ler and Alice Horrocks, both of Madi
son, were married by County Judge
The Journal Publishing company
closed a deal with Becher Hockenberger
& Chambers Co., bw which the publish,
ing company becomes owner of the
building now occupied - bv the Journal
ftlant. Thia building is an old Dloneer
building formerly occupied by the Co
lumbus State bank. The Journal will
remodel the building and when com
pleted will have one of the most com
plete printing plants In Nebraska
District Coart at Teeamaeh.
TECUMSEH, Neb.. Feb. 28.6paclal.)
Diatrlct court will be held In thla city this
week. The docket Is made up of one crim
inal and some twenty-five civil casea. The
petit Jury will be employed, it Is under
stood that Edward Duvall of Lincoln, who
la charged with forcibly taking $10 in
money and a watch from his aged mother.
Mrs. Daniel Ray, in this city last Janu
ary, will plead guilty and ask the court
for a parole. Judge J. B. It per of Paw
neo City will be on tht bench.
Norfolk Wlaa from Pierre.
PIERCE. Neb., Feb. ' 2S.-(fipe2lal.)-In
the joint debate between the high school
teama of Norfolk and Pierce at this place
last week Norfolk won by a unanimous
decision. Norfolk waa repreaented by
Mlsa Florence McWhorter, Harold Ander
son and Klmcr. Peeler, Pierce by Leonard'
Nelson, F.llen Carse and Arnold Stein
krsus. SrsiMil Boaila at Kimball (arrrA
KIMBALL, Neb.. Feb. 2.-(Spec1al TeP
egram.) The new y,W high school bonds
carried here yesterday, 3 to 13.
Tour stomach and bowela need cleaning
out. Dr. Kins' New Lite Fills give
quick relief. Only 2tc. Advertisement,
DEMO JOBS ARE IN DANGER
Hotel Inspector and Fire Commis
sioner Have No Funds Pro
vided for Them.
lN0RT0N WOULD OMIT THE CASH
I (From a Staff Correspondent.
LINCOLN, Feb. .'S -(Special. V-Chalr
man Norton Is chief conspirator In ii deal
to knock two tried and true demccrats
out of their Jobs. Th's has leen dis
closed by a perusal of the appropriation
bill, which shows that If Colonel Philip
Arkerman. state hotel Inspector ami
(Judge Wtnfleld Scott Ktdgeli, stat fire
commissioner, desire to hold tneir ;oos
they must work for nothing.
This Is considered the highest ait of
treason Mr. Norton omld have pisslbly
pulled off. It was all right to knork off
a big bunch of pesteas from the salar
ies of the few republicans left In the
state house and a few pesos from some
poor widow or girl stenographer, who
had a father and mother to support, but
when It conies to ro'ii? Into the King's
chamber and decapitating a couple of
counsellors, it Is tarrying the economy
plan altogether too far.
Have not these two gentlemen carried
water to the long-eared representative of
the democratic party for many years and
never until two years ago had a chance
to push their emaciated forma up to the
Did they not fight for many long and
weary years for democratic principles
only to be nosed out at the end by tho
G O. P. fellows who enjoyed the fat of
the land? Did they not fight hard and
strong for the democratic party and the
ever changing principles of William Jen
nings Bryan at the last and previous
elections? Then why, the friends of
these two gentlemen demand, should
they be selected as the human sacrifices
upon the political altar for no other pur
pose than that men who have fed at
the crib in the past and are planning to
feed at the crib in the future ahould
gain prestige and power.
W. E. GROUT NOW WITH
W. E. Grout haa been appointed by
Burgess-Naah company aa buyer and
manager for their men's and ttoys' cloth
Gene Grout as he is known to the trade
la possibly one of the best known retail
clothing mea In the middle west, having
been Identified with the retail clothing
business In Denver. Kansas City and Chi
cago for a number of yeara and is thor
oughly familiar with the wanta of the
Mr. Grout is In the eaat now complet
ing his purchases preparatory to opening,
within the next two or three weeks, a
very complete Department for men'a cloth
ing and will feature several of the fore
most hand-tailored lines in the country.
Among the Burgess-Nash company buy.
era who returned from the east during
the past week were: Mlsa Nan Watson
of the art needle work department. Miss
M. O'Malley, gloves', Mrs. E. J. Wright,
corsets; A. O. Hoover, women's and
misses' ready-to-wear; Mica Mary Dure,
women'a suits; Mlsa C. Dwyer, waists;
Mrs. A. Rogers, muslin underwear; Miss
M. Gullfoll, china and iaa; A. W. Hunt,
furniture and floor coverings; Cot
ton, sporting goods; H. Rosendale, Jew
elry and leather goods, and Miss M. But
ler, laces, embroideries and ribbons:
SHOPPERS' MAY TRAVEL
ON NEW MILEAGE PLAN
Tha. Shoppers' Mileage association has
instituted a new plan for encouraging
rash purchase at Omaha stores. By this
new plan, which la now operating with
marked success In other large cities, shop
pers are given certificates representing a
full cash value of one mile ot first-class
railroad or steamship travel with "each
tl purchase. These certificates range In
denominations from 5 cents to IS; the 15
certificate representing five miles of
travel, and so on down to one-twentieth
mile with each 5-ccnt purchase.
No two concern In tha same - line of
business In the same shopping neighbor
hood are given the privilege of issuing
"shoppers' mileage," which makes a bet
ter plan for those securing the privilege.
Since the plan was announced the of
fices of the association. 1313 City National
Bank building, have been besieged with
Inquiries and the proposition is already
showing a rapid growth.
PETERSON RETURNS AFTER
SEEING EXPOSITION OPEN
Ed Teterson. well known railroad eon
tractor, haa returned from San Francisco,
where he attended the opening of tho
Panama-Pacific exposition. Prospects for
Its success are bright in his opinion. He
also visited other cities In California.
THROWING SNOW BALLS
. COSTS WHALEN A DOLLAR
George Whalen of the Elk hotel,
rhnrfMl with snowballing nedestrlans.
was fined $1 and costs in police court
Doola Ia College Coach.
Until It Is time for him to report to the
Cincinnati club to go south on the spring
training trip Charley Dooln, former man
aarr of the Phillies, will htMut Roy
Thomas, at the latter' request. In coach
ing the base ball candldatea for the uni
versity of Pennsylvania base ball team.
Culls from the Wire
Sarah Bernhaidt ia making normal pro
gress towards recovery. The famous
French actress haa oeen in a Bordeaux
boapllal for nearly a week, getting over
the effects of the amputation of a leg.
Hecaus" of the prevalence of tne foot
and mouth disease in th weat, the Penn
sylvania State Live flock (-unitary board
baa refused to permit cattle from the
Chicago Stock Yards to be transported
through Pennsylvania. Shipments of cat
tle from Chicago to any point In Penn
aylvanka haa been prohibited for some
A conference of the neutral powera of
the world to sit whlln the war continues
and mediate between the warring na.
tions without the necessity of an armis
tice waa proposed at the national confer
ence of the Kmergency Peace Federa.lon
at Chicago, by John A. Aylward of Mad
ison. Wis., representing the Wbv-onain
Peaen aoclety. The plan Is known as
the Wisconsin peace plan.
A tl.OftQ.OQO swindle :s charged agalnat
officers end salesmen of the now de
funct United States t'oshler company of
Portland, Ore., in an indictment returned
by a federal grand jury. The Indict
ment charge conspiracy and misuse of
the mall on the pari of Frank Mene.
fee, F. M. Lemonn. O. E. Ucrnrt. B.
K. Bonnewtll. H. W. Todd. JoaepU Hun
ter. O. I Hopaon. P. K. Murnlne. Os
car A. Campbell and Thorn aa BUyau.
Funeral of Mrs.
Duf rene to Bo Held
The funeral of Mrs. Kliiabeth Dufren
is to be held this afternoon at ? o'clock'
at the First Congregational church. Mrs.
I Dufrene was a woman who did not he-j
lleve In floral offering at funerals and
therefore lief ore she died requested that !
none be made for her. The body Is to N
temporarily Interred in Prospect Hill,
cemetery, to be later removed to Detroit, j
where the fannlv burial lot Is located. At'
that time the funerals .f Mrs. Dufrene
j and her son ate to t ike place Jointly In
Detroit. Her son only a week ago leapei
. from an upper story of the I'arnam hoti ,
while tn a delirium due to typhoid pnen- i
I monla and was killed. Ills body Is hclnn !
held In Prospect Hill cemetery In a ault
pending the time w hen both bodies are to i
be taken to Detroit for final burial.
NORFOLK MEN SEND CHECK
Management of State League Team
Ii Ready with Forfeit
BASE BALL FUND FOR THE YEAR
JS'ORFOLK. Neb.. Feb. 2S.-(Spcrlal Tel
egram.) The Norfolk State league bas
ball management last night mailed a
check for M to President Mllea as for-i
felt money for the 1915 season.
Norfolk buslnesa men have subscribed
14.50a for the base ball fund this year.
"Babe" Towne. the former White Sox
catcher, will again manage the team.
Ravenna Team Win. j
RAVENNA. Neb.. Feb. (Special.)- ;
The Broken Bow High school basket ball!
team lost to the local team last evenlns. I
46 to Friday evening both the boys and I
girls) of the local school plaved at Cairo,
the boys-winning and the girls losing. j
At hie tea in Itnslae Nehnol.
outfielder Klsel and Third Baseman
Parmerleo, who played last year with the
Chllticothe Ohio State league club, and
who are now attending a hustnean college
In Columbus, have signed with the Rockv
Mount club, that Is to replace Richmond
In the Virginia league.
Tito I mp la A. V
According to comment around the Amer
ican association circuit it Is a 1W to 1
shot that the association will uo the
double umpire system this year, Instead
of President Chivington's argument to
the contrary. "We won't believe It's
major league ball without two umpires,"
seems to be the sentiment of the fana.
BELGIAN RELIEF FUND
REPORTED AT LINCOLN
The following Is the list of subscriptions
to the Belgian relief fund repotted at
Amount previously reported t9,o.".:W
Colonial club. Unroln 10.no
Mite box. Harley drug store 44. M
Mite box. hall In Grove 1.25
Mrs. Van Brunt for Ladles' Aid
A frleml 1.50
Deborah Avery chapter. Daught
ers of the American Revolution..' 10.10
Zettttlo club. Weeping Water li.id
Snrosia club. Stanton 24.00
Woman's club, Crelghton 38.75
Ingleslde club, David City 6 00
Twentieth Century club. Shelton.. 6.10
Woman's club, w'althlll S.nO
Mrs. Amy C. Almy. Lincoln B.O0
Monday Evening club. Sterling .... 5.
Acma IJterary club, Tecuinseh.... 5.!i0
Century .club. Polk 9.00
i DEATH RECORD.
William Laugery. aged 83 years, for
forty-six years a resident of Hill"nry.
Ia., died cf heart failure at the' home
of Ms daughter, Mrs. W. R. Hunter. 402
North Thirtieth street, whom he camo
to visit Saturday morning. Ha Is sur
vived by two daughters, Mrs. Thomas
Hart, and Mrs. W. R. Hunter, alao one
on, C. B. Laugery, all of Omaha. The
body will be taken to Hlllsbury for burial
Advertising Is Not
for the Timid Man
Last Sunday morning I
heard a sermon from the
pastor of our church- that
sowed seeds of Doubt. It
didn't sow any seeds of
Doubt in my mind because
my notions of Christianity
have now become settled
convictions and no Preach
er could disturb them, liut
as 1 listened to that ser
mon I wondered what im
pression it was making on
the plastic mind of my boy
who sat next to me. Hav
ing received his religious
instruction and inspira
tion from his mother, lie
never had any doubta
about the Bible. His faith
was serene and sure. He
did not know that the au
thenticity of the Scrip
tures had ever been assail
ed by scholarly men. He
supK)sed that if there was
anything universally ac
cepted as the truth it was
the Gospel as recorded by
inspired writers. But here
was our much lovedsand
erudite pastor defending
the Gospel from the "high
er criticism". It was the
first intimation the boy
ever had that the integrity
of the Scriptures had ever
C. W. Hull Company
Suite 316 Omaha National
Bank Building 3rd Floor
Telephone Douglas 429
Announcement of Permanent Location Retail De
partments Later Watch For It
"Talks on Newspaper Advertising"
By TRUMAN A. DeWEESE, Buffalo, N. Y. '
been called in question.
And he was not sure that
the preacher did a good
job of answering the crit
ics. It was not conclu
sive. It was not affirma
tive. Instead of standing
on the solid assumption
that the whole world ac
knowledged tho historical
accuracy of tho Bible the
Preacher wasted his time
trying to defend it. I think
the sermon sowed seeds of
Doubt in the boy's mind.
Th is Preacher reminded
me of tho timid advertiser
the advertiser who takes
a "flyer" now and then in
advertising, but doesn't
believe in it. He does not
understand the psycho
logy of Advertising. There
is nothing afflrmativo or
optimistic in his advertis
ing. He looks upon adver
tising as an expense, not
an investment. If a solici
tor comes in to talk Adver- '
Using he "takes some
spaco" to get rid of him,
or to please a local custom
er or a friend. He does not
look upon the advertising
solicitor as a man who is
trying to help him make
money. He regards him as '
a "holdup artist." "I've
got to show a little civic
enterprise by helping the
local newspaper, you
know." Such aman looks
upon Advertising as a
One would think that
Main Office and All Departments Retail and Wholesale
Removed to Omaha National Bank Building SUITE 316, 3D
FLOOR, EAST END MAIN CORRIDOR.
Come Right In
We Were Ready for "Business As Usual" Early Monday
Morning, March 1st.
No Change in Telephone, Same Number, Please Call Doug,
las -129 for Department or Party Wanted.
Our popular delivery service is at your disposal.
Everything in the Fuel and Building Line ready for prompt
delivery no delays, no excuses.
Headquarters for " Torrid Franklin County Coal all
sizes, $6.50 per "Hull" ton, 2001 pounds.
such a man would learn a
lesson from the successful
advertisers in his own
town. He has but to look
around him to discover
that , the successful raer-,
chants are the big adver
tisers. He could also ob
serve that the best known
products which have tho
largest sale aro made by
manufacturers who aro
large national advertisers.
This ought to be conclu
sive. After discovering all
this he would also learn, if
be made a study of the ad
vertising, that the success
ful merchant use the same
methodical methods of ad
vertising which he applies
to even- department of his
business. His advertising
is not written by the eleva
tor boy, it is a part of the
settled, definite policy of
the firm. A certain sum is
set asido for advertising,
representing u certain per
centage of the net earn
ings. This iaregarded as a
part of the expense of dis
tribution. It costs a certain
amount to move tho goods
and Advertising is certain
ly the principal item in
this cost. Imagine a mer
chant laying in a big stock
of up-to-date under-mus-lins
or clonks one year and
entirely neglecting these
departments the next year.
If advertising helps to
move goods in June it will
help to move goods in
September. If advertising
is a paying investment for
Jacobs & Company it will
be a paying investment
for Jones & Miller.
The fact is Advertising
is not for tho timid man.
It is tho timid man who
calls Advertising a "gam
ble." He has never made
Advertising an integral
factor in daily merchan
dising. A consistent adver
tising plan that extends
over the entire year, based
on an appropriation that
represents a percentage of
the previous year's busi
ness, soon becomes an im
portant factor in distribu
tiou and gradually builds
up from year to year a
"good-will asset" and at
the same time gives a
daily message of store
news and merchandising
information that is of the
greatest value to custom
ers. But the merchant
must go at it boldly with
the same seriousness that
ho would apply to the pur
chase, of stock or . to any
other transaction in mer
chandising. His daily mes
sage in the newspaper
must be positive, affirma
tive and optimistic and
written in such a way as
to leave no room for doubt
as to his sincerity or hU
ability to make good ev
ery statement in the ad
vertising. TRUMAN A, DeWEESE,
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