Newspaper Page Text
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! ECONOMIC AD TRUT
T Newspaper advertising is the
* best, for the people all go to
T the newspaper for news, and
4? advertising is business news
T that deals with the wants of the .
people, directing the ways to ?*
?> the supplying of these wants.
Advertising is different from -,
other news in that it admits the
4? exercise of the editorial func
X tion in application of the facts
vina way to lead to conclusions.
A Advertising is like other news
4> in that it should be honest, y
?j, candid, informing, entertaining, ^
"r with the important facts first
X stated. ?i?
J Advertising Is Intended to .
? teach, and like all teaching *X.
J must be sensible and persistent T
.> -"line upon Une and precept ^
9 upon precept;" "here a little *
% and there a little"-bringing 4,
T forth things that are new, and T
?;. reviewing, newly stating and ?
? enforcing things that are old. 'J
Advertising should be honest,
otherwise it is not news but
fiction; not instruction but
misinformation, injurious to the
4? misinformed and to the adver
? tiser. Falsa in una, falsa in
* omnia- "false In one, false in
? all"-is an old maxim and false
4? hood as to one article adver
tised not only, in the end, hurts
the sale of the article adver
ftised, but hurts the advertiser
in the sale of all other articles;
X tends toward the ruining of bus
* ?ness and is the enemy to all
Misinformation in advertising,
much more than misinformation
in other news, or as to events,
hurts a newspaper, for adver
tising news is intended to lead
to expenditures for benefit and
J pro^t, and misinformation that 4?
X results in a purchase often leads X
? to great inconvenience, and the J
4. indirect damage lo much great- *
J er than the loss of money ex- Jj
4? pended, while other news or 4?
J Information is calculated more ?
*> to entertain and to increase 4?
* general intelligence and human T
4? sympathy than influence invest- 4?
T ment. *
4? Advertising ls service not 4?
Y alone to the advertiser but to ?
* the reader and if valueless to 4?
T the reader or prospective buyer, ?
4? then it is of no value to the ad- 4?
t vertiser. The publisher's obli- $
4? gation, morally, is as great to 4?
T the one as to the other. t
4- * '?? * ? ? ? 'V 'V * ? ? * t * ? * ?!? ? ? ? ? fri
Made Known to Public by De
^ pa rt me nt of Interior.
The department of the Interior In
tends to advertise the government's
national parks by having large photo
graphs put on exhibition in libraries
and other public institutions through
out the country, in the hope that the
"See American First" movement wiil
be considerably accelerated.
It is time steps, were taken to se
cure wider publicity for the parks
over which the government has as
sumed control, says the Denver Re
publican. The public is only indiffer
ently acquainted with the charms of
many of these places of interest. Most
of the national parks and monuments
are located In the west. Heretofore lt
has been the government's policy to
rest content with assuming control of
the lands and posting rules and regu
lations regarding the conduct of visi
tors. What is needed, however, is a
national campaign of education, such
as Secretary Fisher has decided upon.
The people should not be allowed to
forget that there are scores of places
In their own country which are worth
-visiting. Some of the national parks,
like the Yellowstone and Yosemite,
are inexhaustible, from a scenic stand
point. Men and women go back to the
Yellowstone year after year, and find
new beauties each time. The archaeo
logical parks and monuments of Colo
Tado and the southwest afford a life
time of study for those who are Inter
ested along such lines.
It is the duty of every American to
get a comprehensive idea of the scenic
grandeur of his own country before he
-turns to Europe. By calling attention
lo the unlimited scenic resources of
the national parks. Secretary Fisher
will ace )mpllsh a great deal of good,
?nd lt is to be hoped that he will not
delay in carrying out his promised
campaign of publicity.
Local Newspaper Best.
There is no substitute for newspa
per advertising when the object ls
the expansion of retail business, ac
cording to the American Lumberman,
a trade journal Issued at Chicago. The
editor of the Lumberman declares that
the local newspaper ls the only me
dium that will render ineffective the
.seductive lure of the mall order copy
.with which the average farm paper is
"When the dealer is looking for
(business he wants a real medium that
.will carry a real message," says the
Lumberman. "That medium ls his
local newspaper. The local paper is
the one medium that properly used
will offset the influence of the cata
log and that will render ineffective
vthe seductive lure of the mall order
copy. Newspaper advertising is one
? of the first real steps In successful
merchandising. But lt must be of
consistent character, planned and ex
ecuted with such deliberation that its
jobject will be clear."
OF THE COUNTY
For sometime the editor of The
Advertiser has been endeavoring to
compile a complete schedule of all of
the religious services held in all the
churches of the county, but we have
not yet been able to complete the list.
The following are the appointments
which have been sent in to us, and ad
ditions will be made until the list is
DR. W. S. DORSETT, Baptist.
JOHNSTON. Evary Sunday morn
ing at ll a. m. and every Sunday night
at 7.30 except 5th Sundays.
REV. P. E. MONROE, Lutheran
ST. JOHN'S. Johnston. Preach
ing 2nd Sunday 11.15 a. m. 4th Sunday
7.30 p. m., 1st 7.30 p. m.
MT. CALVARY. Preaching 1st and
3rd Sundays 11.15 a. m.
GOOD HOPE. Preaching 2nd Sun
day 3.30 p. m., 4th 11.15 a. m.
REV. FOSTER SPEAR, Methodist.
McKENDREE. Third Sunday morn
ing ll a. m., 1st Sunday afternoon at
REV. H. E. BECKHAM, Methodist.
JOHNSTON: First and fourth Sun
da.i mornings at ll a. rn, Second and
third Sunday night at 7.30.
HARMONY: Third Sunday morn
ing at ll a. m. Sunday afteruoon at
SPANN. Second Sunday morning at
ll a. m., 4th Sunday afternoon at 3.30.
J. E. JOHNSTON, Baptist.
BOLD SPRINGS: First and third
Sunday mornings ll a. m.
GRAVES L. KNIGHT, Baptist.
TRENTON: 2nd and 4th Sunday
mornings ai ll a. m.
REV. J. C. BROWN, Baptist.
PHILIPPI: Second and fourth Sun
day mornings at ll o'clock.
REV. J. R. WALKER, Methodist.
EDGEFIELD: Preaching every Sun
day morning at 11:30, and every Sun
day night at 7:30, except third Sunday
morning and first Sunday night.Prayer
meeting every Wednesday afternoon at
TRENTON: Third Sunday morning
at 11:30 and first Sunday afternooh at
MILL CHAPEL: First Sunday night
REV. R. G. SHANNONHOUSE, Episcopal
EDGEFIELD: Preaching, first and
and third Sunday mornings at ll o'clock.
Prayer meeting"' every Wednesday af
.TRENTON: Second Sun lay morn
ing at !1 o'clock. First and third Sun
day afternoons at 3:ol> o'clock.
RIDGE SPRING: Fourth Sunday
morning at II o'clock.
BATES BURG: Second and fourth
Sund-. dfternoons at .> o'clock, and
hfih Sundays. - v
' M. ?. JEFFRIES. Baptist.
EDGEFIELD: Every Sunday morn
ing lt:30 and every Sunday, night at
7:30, except fifth 'Sunday/. Fray?.
meeting Wednesday r ight at 7:30.
HORN'S CREEK: Third Sunday
afternoon a. 3:'J0 o'clock
REV. P. P. BIALUCK, Baptist.
BEREA: First Sunday at ll o'clock.
GILGAL: Third Sunday at ll
REV. E. H. COVINGTON, Methodist.
BARR'S CHAPEL: First Sunday
at ll o'clock.
PLUM BRANCH: Second and third
Sunday at ll o'clock.
PARKSV1LLE: Second and third
Sunday afternoon at 4 o'clock.
DOTH AN: Fourth Sunday at ll
MERIWETHER: Fourth Sunday
afternoon at 4 o'clock.
REV. J. T. LITTLEJOHN, Baptist.
RED HILL: First and fourth Sun
day afternoons at 3 o'clock. Third
Sunday at ll o'clock.
REPUBLICAN: First Sunday morn
ing at ll o'clock.
REHOBOTH: Second Sunday at ll
COLLIERS: Third Sunday afternoon
at 3 o'clock.
ANTIOCH: Fourth Sunday morn
ing at ll o'clock.
REV. P. B. LANHAM, Baptist.
CLARK'S HILL: First Sunday morn
ing at ll o'clock.
EDGEFIELD MILL: Second Sun
HARDYS: Third Sunday morning.
Mt ZION: Fourth Sunday morning.
REV. R. EARLE FREEMAN, Baptist.
PLUM BRANCH: First Sunday at
ll o'clock. Third Sunday afternoon
Mt CARMEL: Second Sunday morn
REV. T. H. GARRETT, Baptist.
PARKSVILLE: First and third
Sunday mornings at 11:30 o'clock.
MODOC: Second and fourth Sun
days at 11:30 o'clock.
A Hero in a Lighthouse.
For years J S Donahue, So. Ha
ven, Mich., a civil war captain, as
a lighthouse keeper, averted awful
wrecks, but a queer.fact is, he
might have been a wreck himself,
if Electric Bitters had not prevent
ed. "They cured me of kidney
trouble and chills," he writes, after
I had taken other so called cures
for years, without benefit and they
aleo improved my sight. Now, at
seventy, I am feeling fine. For dys
pepsia, indigestion, all stomach, liv
er and kidney troubles, they're with
out equal. Try them. Only 50c at
Penn <fc Holstein, W E Lynch &
Shirt sale 39c, 69c and 79c.
Send us vour money with order.
Big value at F. G. MERTINS,
In order to close out all heavy clothing*, over-1
coats and pants we will make a sweeping reduc
25 Per Cent for Cash
for the next fifteen days.
Now is the time to buy a new suit for yourself
or for your boy, even if you do not need it until
next winter. Besides getting ou.r money out of
the goods, we must make room for Spring goods
which are already arriving.
All 15 " " . 11-25 All $2o suits now $15.00
All 12 <? <fi 9.0O All 18 ?' ? I3.50
All io " " 7.50 All 16 '* " 12.00
All $8 suits now $6
No Goods Charged at These Prices
The same sweeping reduction will be made in
in overcoats and pants. Tell your neighbors and
friends of the great bargains we are offering in
Dorn & Mims