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HOUSEWIFE BY
ADVERTISEMENT
, L
Ad Columns of Newspaper
Important as News Ques
tion "Who Pays for It?"
Answered.
While a good newspaper's pri
mary function ii the dissemination
of news to inform the public, there
is another important side to the
service it renders its readers. We
refer to the advertising columns.
Advertising pages could well be
called "The Buyer's Guide." W
are all buyers. We all want to ob
tain tor our money the greatest pos
sible value," and for that reason we
are interested in knowing all abont
the products we buy. . i '
Informing the Housewife.
Manufacturers and retailers who
are operating their businesses scien
tifically nowadays buy advertising
space a a part of their sales plans.
Many national businesses, have
found advertising the most econom
ical aid to selling their products.
As an example, Armour and Com
pany has a great distributing sys
tem, comprising 400 branch house-,
located in various sections, of the
country. They have sales forces
working from each of these branch
houses, but they find while their
salesmen can call on the retail def
ers and sell their products, the only
way tiny can reach the housewife,
who is their ultimate customer and
on whose patronage depends the
success of their business, is to ad
vertise in the publications the house
wife reads. They feel they owe it
to the women of the country to ke;p
them informed regarding their
methods of preparing and distribu
ting foods. So through advertising
they reach the purchasing agent of
the household and tell her about the
quality, variety and dependability of
their foods.
Advertised standard brands, sell
quickly. It naturally follows that
because of this the article does not
remain-on the dealer's shelf over a
long period of . time. The content,
therefore, is fresher.
Who Pays for Advertising.
Very often we hear the ques
tfon, "'Who pays for the advertis
ing?" When a manufacturer spends
a sura to advertise, provided it is
an adequate- amount, he has created
an immense market for his prod
ucts. The manufacturer, to meet
the demand, buys in greater quan
tity lots, which is a saving, and
under the same overhead expense,
with better organization, he can get
all the economies of large scale pro
ductionnamely, cheapening cost
of production and decreasing cost
of individual units. This means the
dealer can purchase the products
cheaper and get a better quality, for
nine times out of ten the 'manufac
turer can afford and is putting a
better quality in the product.
Ads Pay for Themselves.
The housewife does iot pay for
this advertising, for she gets a bet
ter quality (product and cheaper: the
dealer does not pay for the adver
tising for he is able to purchase the
product cheaper and his clerks can
sell more under the same overhead
expense; the manufacturer does not
pay for the advertising for he can
produce a product cheaper with bet
ter quality. Then we come to the
fact that advertising pays for it
self. Advertising has taken its place
permanently in the conduct of
American business. We have re
cently all had occasion to note how
the United States government gave
recognition to the value of adver
tising space by using it so liberally
in selling Liberty bonds and in en
gineering all the special war fund
drives.
Heligoland Collection of
The King's Stamps On View
Dies Bear Image of Queen Victoria. But )Vere "Made
In Germany" Stamps of ("Horseback Genii" are
Shown New Ones From Batoum and "Russian
. Vnion." : ' - r
The display of the Heligoland sec
tion of the king's stamp collection
before the Royal Philatelic society
on Octo.ber 16, will provide an aus
picious opening to the philatelic
season of 1919-20. As honorary pa
tron and past president of the so
ciety, the king has, on numerous
occasions, given proof of his inter
est in the hobby. This will be the
first occasion on which any portion
of the royal collection has been ex
hibited in public since the outbreak
of war.
Sentimental Interest.
A sentimental as well as a phila
telic interest attaches to the postage
stamps issued in the island under
British rule, and most collectors
have at one time or another come
under their ."fascination. By a
curious anomaly, although embossed
with the likeness of Queen . Vic
toria, they were "made in Germany,"
the dies being engraved by German
artists and the stamps printed at the
Prussian (afterwards imperial) gov
ernment ' printing works, Berlin.
When the island was ceded to Ger
many on August 8, 1890, the original
plates of the Heligoland stamps
were sold to a stamp dealer in Ger
many, who proceeded to reprint
from them ad infinitum. To differ
entiate between the originals and re
impressions of these issues is. in
intricate and absorbing study. '
Newfoundland and Prince.
There is some talk of a special
stamp to commemorate the recent
visit of the prince of Wales to New
foundland. His likeness has- ap
peared, in the past upon two post-
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ony, as Prince Edward of York on
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a naval cadet on the 3-cent
piece of the royal portrait series
of 1911. .
Italian stamp collectors have or
ganized the first public stamp ex
hibition on a large scale since 1914,
which will open in the M61e"An
tonelliana at Turin on -October 11.
The exhibition is under the patron
age of the queen of Italy, one of the
most enthusiastic of royal philatel
ists, andjs intended to commemo
rate the first centenary of the
Italian post as shown by the early
Sardinian stamped letter sheets, de
signated "Cavallitii di Sardegna.". A
congress of Italian philatelic so
. cieties and an inteernational stamp
bourse are to be held concurrently
. '"W lAIIIUIllVIII
it . Horseback Genie.
'-Letter sheets 'embossed with the
fcvice of "a genie on horseback at
all gallop, with his horn at his lips
"in order to scatter those 'who may
be in his way," were issued in Sar
dinia ;i00 years ago. While repre
senting a tax on letters, this im
pressed stamp did not actually 'de
fray the postage, since, on account
of the inefficiency of the postal serv
ice, the mails were chiefly conveyed
by private enterprise. Letters were
only accepted when written upon the
special stamped paper provided by
the royal printing office. The tax
was calculated according to distance:
was calculated according to distance:
IS centcsimi up to IS miles, 25 cen
centesimi for longer journeys. For
each value the figure of the mount
ed postilipn was enclosed in a frame
of different shape. The initial issue
was impressed in blue upon plain
paper, but from 1820 to 1836 the
embossing was dene in plain relief
upon paper containing a special
water mark of the royal arms.
Stamps of New Russia.
A notable addition to the stamp
issuing states of new Russia is re
ported in the form of a series of
stamps of the old regime overprint
ed for use by the government of
northwest Russia. Stamps of dis
tinctive design are also said to be in
readiness for issue by our Russian
allies. Lettonia has added a new
value to her current water-marV-ed
starnp series, 25 kopecs gray lilac.
Here, too, new stamps are in pros
pect in designs by prominent Lettish
artists Wi Purwitt, Janis, Kuga.
etc. Esthonia's latest stamp is of
the face value 1 mark in a large
oblong design, enclosing a vignette
of an ancient Viking war 1 galley,
colors, blue and black. : The Kuban
republic in the south is now pro
vided with its own postage stamps,
which- bear a close resemblance to
the regular Russian issue of 1908-11,
but with inscriptions which read,
"Russian Union."
From the Black Sea port of Ba
toum comes a set of five particular
postage stamps, lithographed with
the design of a tree irt a circular
frame, and lettered in Russian
characters, "Post of Batoum." In
South Lithuania (White Russia),
stamps of the former imperial gov
ernment are at present in use, over
printed "Lietuva-Aitba-50-Skatikur-
pamsn in native characters. Lon
don Times. ,
For blowing two soap .bubbles at
once, one with the other, a pipe has
been patented. .
Eye Strain
Lavoptik
For QUICK, permanent benefit in
cases of eye strain there is nothing
equal to. simple witch hazel, cam
phor, hydrastis, etc., 'as mixed in
Lavoptik eye wash. The witch hazel
and camphor soothe and relieve the
inflammation; the . hydrastis and
other ingredients have tonic and
antiseptic properties. One man re
ports that TWO applications of
Lavoptik helped him greatly when
his eyes were so badly ' strained
that he could not read without pain.
We guarantee a- small bottle of
Lavoptik t ohelp ANY CASE weak,
strained or inflamed eyes. Alumi
num eye cup FREE. Sherman &
McConnell Drug Stores.
EAT LESS MEAT IF KIDNEYS HURT OR
YOU ARE BACKACIIY AND RHEUMATIC
Meat Forma Uric Acid Which Clogs
Kidneys; Causes Rheumatism
, ' and Irritates Bladder.
If you must have your meat every
day, eat it, but flush your kidneys
with salts occasionally, says a noted
authority who tells us that meat
forms uric acid which almost par
alyzes the kidneys in their efforts
to txpel it from the blood They
become sluggish and weaken, then
you suffer with- a dull misery in the
kidney region, sharp pain in the
back or sick headache, dizziness,
.your stomach sours, tongue is
coated and when the weather is
bad; you have rheumatic twinges.
The urine gets cloudy, full of sedi
Juent, the channels often get sore
and irritated, obliging you to seek
relief two, or three times during
the night -
To neutralize these irritating acids,
to cleanse the kidneys and flush off
the body's urinous waste get four
ounces of Jad Salts from any phar
macy here; take a tablespoonful in
a glass of water before breakfast
for a few days and your kidneys
will then act fine. . This famous salts
in made from the acid of grapes and
lemon juice, combined with lithia.
and has been used for generations
to flush and stimulate sluggish kid
neys, also to neutralize the acids in
urine, so it no longer irritates, thus
ending bladder weakness. 1
Jad Salts is inexpensive: cannot
injure, and makes a delightful ef
fervescent lithia-water drink.
Does T
his Eook as if Red
Work-is
Over?
Bid You Know, for Instance, that
x-
there are 30,000 soldiers still in the hospitals of the country; that the Red Cross Is serving them)
i-an appropriation of $2, 1 00,000 has just been made by the Red Cross to carry on its Camp Service?
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approximately 300,000 soldiers' and sailors' families are being served each month by the Red Cross Home Service?
$210,000 has fust been appropriated to continue Canteen service until the end of the year?
Red Cross commissions are operating among the sufferers of 23 countries?
j
the government has turned over to the Red Cross more than $10,000,000 in food and medicine for distribution
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overseas? ' v
...'-'"''''''-' ' " .
$1,800,000 has been appropriated by the Red Cross to combat the spread of typhus, which is claiming thousand
in Siberia?
the Red Cross aims to provide every community with Public Health nurses, to forestall such caiamitfes as the in-'
i fluenza epidemic? ,
the Junior Rec Cross is undertaking the alleviation of suffering among hundreds of thousands of European children?
Do Ydu Know that Nebraska Has the Largest
Per Capita Membership of All States i
The Junior Red Cross membership was in Nebraska at the last Roll Call, 75.68 per cent, while the next highest was
62.64 per cent; therefore, adults and Junior members combined, Nebraska stood first of all states in the ILiited States
with the largest total per capita membership. -' '! '
in You Forget that:
there are thousands and thousands of soldiers still in service overseas?' The Red Cross is serving them. Then hovf
about those 40,000 chaps that are keeping vigil on the Mexican border? The Red Cross isn't forgetting them, either.
really, now, does.it look as though red
cross work and responsibilities are over?
. FRANK W. JUDSON,
Director Roll Call for Nebraska.
LEONARD W. TRESTER, , '
Acting Nebraska State Director American Red Cross.
WALTER W. HEAD,
Treasurer, Roll Call for Nebraska. 1
Join Nov
2
11,1919