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FOR IN LONG RUN
Era of Honesty in Advertising
Means Much to Those
Ideals are necessarily higher than
achievements, else we'd become sa
good we'd be tiresome, and there
would be no room left for improve
meru. Hut the ideals of honesty and
scrupulous truth telling which the,
?advertising men of the country set
up in the'r Baltimore convention ara
not mere blinds. There is real prog
I ress that way.
We dare say you. Mr. and Mrs.
: Reader, comments the Omaha News,
have often turned away from some
advertisement which dealt with super
latives and seemed a good bit on the
circus poster order, and said, scorn
fully: "Oh, these advertisements ara
nothing but lies."
Of course, there are lies in adver
tisements as well as elsewhere. But
the tendency toward truth-telling haa
been mighty rapid of late. Whereas,
a generation ago, a modest, candid ad
vertisement seemed a rarity, so great
was the vogue of blatancy and exag
geration, now the rule is far the other
way and lt is the deliberately mis
leading announcement which ls the
The rush of the ad men to the
"honest injun" band wagon is due in
part to a quickened conscience, for
we're all getting our souls' eyes
opened these days; and in part to
the discovery of the shrewd men who
supply the money for advertising that
if you want to stay In business with
out having to flit by night, confidence
and good will are mighty fine assets
to build up.
But don't run away with the im
pression that YOU haven't a finger
In this pie.
In buying, what Is your point of
view? Do you realize that a good
article is worth a fair price and that
you hare no right to expect more than
you pay for?
In business special conditions some
times force the sale ot goods at prices
below cost; and competition frequent
ly narrows the margin of profit so
that you have opportunities of getting
exceptional bargains. But, drawing an
average over a period of time, do you
expect to get what you need tor less
than it is really worth, and in that
expectation, put pressure on trade
until you force a percentage of mis
A little reflection ought to make
lt clear to you that the manufacturer
and the retailer are not in business
on a basis of philanthropy, but for
profit; and that without profit they
cannot stay in business or jou be
It follows, then, that If you pres3
them incessantly for abnormally cheap
service they w?? of necessity meet
that condition In ways which will
leave their profit rfhiisturbed.
The best "buy" is when you pay
a just price and get full value. When
you get high value at a low price you
are lucky, and in the nature of things
what you gain in this way has some
how to be offset
In the long run, therefore, you get
what you pay for. By accustoming
yourself to paying quality prices you
Increase the probability of quality
service, just as, by reversing thia
rule, you increase the liability of flim
Which in no degree justifies cheat
ing, of course, but v ' 'ch maybe helps
you explain YOUR part In the en
couragement of that very wrong prac
Maybe there is such a thing as Im
moral buying as well as dishonest
selling. And maybe the two are more
closely related than we have usually
H. K. Adair, the western advertis
ing expert, told a fable at an adver
tisement dinner La Denver.
"A donkey," he began, "once fell
Into a well. A fox Baw him fall, and.
running up, looked over the well curb.
"'Oh, help me out, good fox!' said
" 'No, I can't do lt,' the fox answer
ed. 'I have Hot got the strength.
But, feeding in a grove not far away, ?
see an elephant Call him, and he'll
have you out In two shakes. Now I
must be off.'
" 'The fox hurried away, but the
donkey said to himself:
"'I am very weak from shock. If I
raise my voice to call this elephant,
my weakness will be aggravated. No,
I will not submit myself to such a
strain. It is the elephant's duty to
come to me without calling!'
"And the donkey lay back In the icy
well water and soon died of hunger
"A year later tko fox, passing the
well, saw the donkey's skeleton and
" 'If in the transmigrates of souls
lt ever happens that donkeys become
men. then, surely, this donkey will
become one of those merchants wha |
wont afford to advertise."*
Perkins Sash and Door
High Grade Millwork
Hardwood work a Specialty
Rough and Finishing Work.
Estimates on Request.
Fall Goods Ready
We have madelaro;e purchases for the fall season, and
invite our friends to call to see us. Many of the new goods
li ave arrived and there are others yet on the v/ay.
We have never before been in a better position to serve
our friends than we are this fall. Come in and let us show
you through every department.
J. W. PEAK.
E. J. NORRIS, Agent
Edgefield, South Carolina
Representing the HOME INSURANCE
COMPANY, of New York, and the old
HARTFORD, of Hartford, Connecticut.
The HOME has a greater Capital and
Surplus combined than any other
The HARTFORD is the leading com
pany of the World, doing a greater
Fire business than any other Co.
See Insurance Reports
"HAS THE STRENGTH OF GIBRALTAR."
E. J. Norris,
FIRE AND LIFE INSURANCE
Wholesale and Retail
Tin plate, galvanized corrugated iron shingles, rubber roofing,
etc. Galvanized iron cornice and sheet metal work, skylights, etc
Stoves, ranges, mantels, tiling, grates, paints, oils, varnishes, etc
1009 Broad St., AUGUSTA, GA
50,000 acres of improved and unimproved landsat prices that will sell
hem. These lands are situated in "Wire-Grass Georgia" the best farm
nii section in the slate. No terracing and no irrigation.
202^ acres, 65 under cultivation, 85 acres fenced, mostly wire, 55
deared, not broke. Near three churches, good Behool; on one public
<>ad and nearing another. Good 4-r<>om frame house, two fire placis,
rood barn and good well. 10 miles to two good markets. Rents for
5300 cash per year. Will sell for $15 per acre cash.
175 acres, one and one half miles from Lumber City, Ga.; 90 acres
.leared, stumped and under cultivation; extra good 4-room house, two
'ire places; good barn; good well also spring on place. 130 pecan trees
hree years old and all under good wire fence. For quick sale will take
!<25 per aore.
These lands have good clay sub-soil and we have a number of others
vhich we can not describe in this space. If these do not suit you let us
'lear from you and we will give you further information. If not as rep
resented will pay your railroad tare.
A. J. Wismer & Co.
Lumber City, Georgia.
li ROMANCE OF WINS LEE
By MARTHA LOWELL.
Wing crossed the border in a re
frigerator car and happily uad es
caped with noth
ing worse than
frost bitten toes.
The week previ
ous the train's
c o n s lg nment of
into cold storage,
and of this Wing
Six months saw
our uninvited vis
assist ant in a
dry. Five years,
ed, allowed him to
revisit the tomb of
his ancestors. This
made before meetr
ing the "Melican
That day of
drove a satisfac
tory oargain, filching a shirt without
notice being taken thereof. Carrying
his empty basket down the street he
figured the gain and was content, and
Uat same instant he caught the first
glimpse of his destiny.
She was standing behind the plate
glass of a department store. A robe
of azure gauze, price marked $8.95,
swathed her slender form and a polo
hat of violets sat well forward above
her golden "Marcel." Her cheeks
mantled with the blush of maidenhood
were luscious as ripe pomegranates
and her round eyes, which in color
matched the $8.95, grew lashes as long
as a painter's brush.
Wing saw and was conquered. Trail
ing his basket he approached the win
dow, admiration expanding his fea
tures into a grin. Fixed as the pago
das of Nankin he stood before this
daughter of the gods and drank his fill
of her loveliness.
Late that evening he returned to his
laundry. Next afternoon he feigned
sickness and hurried off to State
street, where his idol awaited him.
A week of such devotion and Wing
summed up his cash on hand-eight,
nine, ten dollars and 40 cents. He
dressed himself in Sunday clothes,
rolled his pigtail into a tight knot and
Bet out for the department store,
where she was enslaved.
"How muches you want your Meli
can gal?" he asked the floorwalker,
moet politely. Strange to say it took
some minutes to convince the ad
dressed that an insult was not im
plied. Questions followed at length.
Did Wing wish the figure alone, or in
costume, as exhibited. To be sure he
wished ber clothes and all. Alas, when
the price was named, including dress,
hat and girl, In toto, Wing's counte
nance fell. He shook his head and de
parted with the visage of a stoic
Behind the ironing board came more
calculations and Wing began to work
Months passed. The adored one
changed her diaphanous voile for a
smart green tailor-made and the
violet polo for a velvet toque. Later
In the season she wore a fur cape
around her shapely shoulders.
The new year had been ushered in
before Wing again appeared in the
role cf suitor. The savings of six
months were with him. A new inven
tory was made, the price had increased
with the season. Wing deliberated.
He was "velly solly," but the "Melican
gal" would have to do without her lux
The money being paid, the new
master undaunted by jeers of the pop
ulace and occasional apple cores,
shouldered his blonde beauty and boro
Once within the laundry precincts,
Wing placed the beauty on a wash tub
and arranged her gown lu correct
folds. It took him a full half hour be
fore he was satisfied with the result
Then he lighted some joss sticks and
placed them so that she should be en
veloped in the perfumed smoke. He
next offered her a plate of rice and
Booy, but the tilted nose refused to
sniff its appetizing aroma.
Alas, that the fates should be so
cruel to lovers. A sharp ring at the
telephone interrupted this amorous
soliloquy. To Wing's reluctant re
sponse an irate customer demanded
his washing and threatened the law.
Wing shouldered a heavy basket and
stole out into the night.
An hour passed. The Melican gal
Btill crowns the wash tub with stat
uesque grace. Then a visiting rat
spreads the tale that the beauty is be
coming animate. True it certainly is
that the smiliug rosy mouth has begun
to pout. An ugly wrinkle, too, has
appeared above the smooth, brow and
as the moments pass the tapering fin
gers stretch and grow weirdly long.
"Piing,"" the rats scamper as one
azure orb smashes on the floor. Tears
of wax run down the once tilted nose
and ruin the tailor-made. A second
eye follows. The hands melt away and
disclose their props of wood. Brow,
cheeks and nose have become one
shapeless mass-then the laundry door
opens and in slips Wing.
Emotion is not according to the c^Ot
of Confucius, so our celestial lover
neither wept nor tore his hair. He
looked-and closed the damper of the
stove. Then again, this time without
the lingering glance, he locked tho
laundry door behind him and stole out
int/o the night
(Copyright, by Dally Story Pub. Co.)
?-na i -MiMii-muslim in v
The farmers of E
learned the value o
and are year by yea
the acreage of wir.|
son is approaching
crops also for sow
we have received
We ordered thes*
e?t and most reiiabli
therefore we knaw
and will germinate
us supply your need
Lraid Right Ove
No Dirt, No Bother- In a very shot
trap covering turned into a mcderr
roof at a very moderate cost-a roof
and ne VIT need rcpaira.
If not interested. Bat you are o
ey is to be saved in the purchase
self and livestock. We are now in
and Cumming streets, two blocks 1
where we have the most modern i
space of 24,800 squa.e feet and it
and feeds from ce lar to roof. 0
dated. Our expenses are at least
tinuing our store at 863 Broad a
from cara to wareheuse, we are in
prices. If you really want the wt
0kT**?fa~J/:\ni vlcor aro tho basis
' J W LWJ'/I Unthrifty stock ls carr.id
(A mri fl Iiuuiudiulc improvemoxit 1
i'iV l//7/th'! w?rI<5'9 Greatest oondltl
Hi OW ll 1-nproviS the nppctlt?. sirens
?, rww . ll ln a li apa to worl? hard or pro
?V/A/25c, 50c, $1; 25-Ilj. Pail, %
\/'/'/l Ott Pratts Proflt-aharlng Ec
W. E. LYNCH & CO., L. T. MAY, JC
Edgefiekl, and S. T
When you need a new buggy buy
a Babcock, Hock Hill, Haekne.v,
Washington or Columbus boggy.
They have stood the test of .years
Nothing better on the market for
Ramsey & Jones.
5 oak, 2 mahogany and 1 walnut
bed room suits to go at cost for
cash. These are fine suits and are
too high pric-d for this market is
our reason for selling at cost. They
can't be bought to-day from the
factory at what you pay.
Ramsey & Jones.
Notice, do not wait for the cul
price Sale on Clothing, we have
?15.00 Special Suits and Overcoats,
.t.. nicely made, tit perfect,
$25.00 values, write
y# G. Merlins, Ai g ista, Ga.
Beautiful assortment of velvet,
Axminster, Ingrain, Wilton and
Brussells art squares 9x13. ^maller
rugs to match.
Ramsey & Jones.
i and Cover
Idgefield county have
f winter cover crops
r by year increasing
:er crops. The sea
\ for sowing these
'ing green lots, and
large shipments ot
e seed from the larg
t house in the South,
thfy are dependable
. Come in and let
ams & Co.
r Wood Shingles
t time any building can have its fire
i firc-procf, storm-proof, lightning-proof
that will last as long as the building
bliged to be Interested where mon?
oi necessities of life both for your
our warehouse, corner of Fenwick
[rom the Union Passenger Station
warehouse in Augusta with floor
is literally packed with Groceries
'ur stock must be seen to be appre
$450.00 a month less since discon
treet, and as goods are unloaded
a position to name very close
irth of your money see or write us
BROS, & CO.
of profitable dairying and stock growing,
at a loss, and ls a disgrace to tba ?armer,
n condition follows Ibo use of
oner for horses, cattle, sheep, horra. It
thens the digostive system, puts the stock
duco heavily. That brings satisfaction and
3.50. "Your money back if it fails."
?oklet and learn about Pratts Coupons.
INES & SON, TIMMOKS & MOfiGAN,
. HUGHES, Trenton
Full nrock of class, paint, oils,
putty, terpentine. In fact we have
everything needed in the way of
painting your house.
Tim mons & Morgan.
For farm wagons there is noth
ing belter made in this country
than the celehrated Studebaker
wagons. Ask the man who uses
one what his opinion is. Use a
Studebaker once and you will always
Wilson & Cantelou.
A shipment of new Georgia can?
syrup just receive J.
Ti m mons & Morgan.
Try a pair of Red Goose shoes
for children and misses. No??
better. Every rv?' ..arinleed.
If you need a gan see our doable
and single-barrel , shotguns. We
have the L. C. Smith, Parker and
Ramsey & Jones.