Newspaper Page Text
Mission of Effective Adver- M
1. lt will project your person- ??
M ality Into your entire field. A.
2. lt will attract peopta to ??..
*?< you and ycur store. ?*<
??< 3. lt will arouse interest tn $
Jo* you and your merchandise. $
>?< 4. lt will or?ate a desire to fy
$ do business wtth you. |*<
>?< 5. lt will cause people to buy fy
,A. your goods. W
V 6? lt will forestall compet?- ?*<
jj rion and hold lt in check- fy
& 7. lt will build up a good will ?<
?i in your business.
SK But it must be dene intelli- "o'
V gently, persistently and faith- A
$ fully. Sj
[ADVERTISERS GUARD PUBLIC
(Declared to Be Greatest Force in Pro
tection of the People From
The great bor rf advertiser* tn
America is today c.ie of the most sub
stantial forces in protecting the public
; This tribute from Walter Dill Scott,
professor of psychology in the North
??western university, becomes tremen
dously impressive and indicative of
rthe great work ahead when plae
islde by side with the astounding fig
ures in the annual report of the post
< The latter states that bi the last
!two years, swindling promoters have
?obtained $100,000,000 by insidious ad
More than 4,000 cases, involving s
fraudulent use of the mails, were in
vestigated last year by the department
Inspectors; more than 1,000 persons
were arrested; and hundreds were con
All reputable publications are doing
?their utmost to protect the public from
the snares of the dishonest advertis
ers. There are no two ways on this
.question of honesty-and there need
?"be no splitting hairs over any vision
ary "fine points."
Clean, honest, wholesome advertis
ing-advertising that benefits both the
buyer an:l the seller- is easily recog
nizable, lt is the only kind of adver
tising thr.f. is worth while and the only
kind that you will ever find intention
ally admitted to the columns ci any
publication of character.
TWO KIKD3 OF ADVERTISING
Ons Gives Stv.-.ie Facts That Will Draw
Attentic- of People-Other
Why advert; lng doesn't pay-hew
much the new: paper man could write
along thar line'
- Her?-i? an arl from somo substan
tial house, in which the merchant
says something like this: "Buy tho
best It's the cheapest. Smith, Jones
& Co., always have the best."
The reader on seeing that ad is
thereby reminded that Smith, Jones
& Co., always have the best."
The reader on reeing that ad is
thereby reminded that Smith, Jone?
& Co. are alive. It is as far as il
goes. But he says io himself, "They
all claim that," and the notice makes
comparatively little impression.
Another man, say a shoe dealer,
publishes a notice something like j
this: "Best quality Brown, Johnson &
Co.'s women's kid shoes, hand sewed,
oak tanned shoes, solid throughout,
patterns and lasts never shown previ
ous to May, 1913. Price $3.25."
When your women renders find an
ad written something af'.f r that style
it strikes them that for Borne good
reason there is a chance to save a
dollar. If they have any intention of
buying such an article in the near
future, they are interested to go in
and look at the goods. A moderate
sized notice of that kind will pull more
trade than a larger display with nc
logic or facts In it.
For Church Advertising.
"Had th? newspaper existed and
,been the factor in their day that it is
Jin our day, Christ and the disciples
'would have used it to the fullest ex:
'tent," were words uttered by Rev.
[John Wellington Hoag In a sermon at
[the Calvary Baptist church, New Ha
The theme under discussion was
?^Making the Church Known," and in
[his remarks Mr. Hoag paid the above
[tribute to the power of the newspa
per. Added interest ls created by the
?fact that Mr. Hoag is himself a great
?believer in the widest publicity, not
jalone for the commercial house, but
(for the church as well.
! In the discussion of the theme Mr
Hoag standB at the head of the secu
lar forces of modern life. The church,
he said, that would adopt its minis
try to the conditions of the age must
avail itself of the services of the daily
press. "This affords the best way of
reaching the people and the church ia
not only warranted but practically
; compelled by the conditions of the aga
?to use the newspaper in making
! known its work and in calling men's
j attention to it."
Publicity In Home Demanded.
The importance of this whole ques
Jtion of publicity to the consumer is
[growing on the manufacturer. Ha
I sees his competitor or some man in
?another line turning the trick of pub
i licit/ and he sits up and thinks. Hs
?is gradually realizing that localised,
?crvstalized publicity in the home ls
whfct pays best and that he can only
get that through the daily newspaper)
-.The Fourth Estate.
Slr Edwin Landseer appears to have
been one of the best examples of the
ambidextrous person on record. In
Mrs. Cowden Clark's "Reminiscences"
she records her amazement at. "Edwin
Landseer's wonderful feat, when some
one was talking of being able to writ?
or draw with the left hand. Landsc
remarked, 'I think I can not only ri
with my left hand, but I can *
with both hands at once.' Whe. ipon
he took up two pencils and actually
drew a horse with one hand and a dog
with the other at tho Game time."
Advantages of Athletics.
Business principles and self-reliance
can be learned in no better way than
by actual managcmT.i or' the financial
and traveling affairs of athletic or
ganizations. It is the only way open
to the college man for acquiring such
experience and avoiding tho often
heard criticism of college graduates
that they don't know how to take care
of themselves. They will not learn
it by being kept in leading strings nor
by being continually taken care of.
In your dealings with other people
try to put their good qualities and
kindly acts in your account of them,
and if quarrels arise or the gradual
drifting apart comes that often cuts
us off from one another without our
conscious volition, let there always bo
me pleasant thought that will re
main to the last, with us, when the
other is far away from sight and
Noted Collections of Jewels.
The Rajah of Dholpur's collection
of pearls has been valued at $7,500,
000. The Jam of Jamnagar, the Gaek
war of Baroda, the Nawab of Rampur
and the Sultan of Turkey are other
Oriental rulers whose collections of
pearls have been noted. Prince Ran
jitshingi of Kathitwar conducts his
own pearl fisheries as well as making
collecticnp nt the beautiful gems.
Chickens at $10 Apiece.
Tho La Fleche fowls of France, says
a writer in the Country Gentleman,
are in demand in very wealthy house
holds and in high-class cafes. Fine
specimens sometimes bring ten dol
lars, and a very general price is five
dollars each. Probably no other coun
try has a market for chickens at such
prices; the French gourmet must have
what he wants regardless of cost.
But This Wasn't Mamma.
A little boy. visiting his grandmoth
er, asked for a or which was re
fused. Tears c loud wailing fol
lowed, but in vaiu. By and by the
little fello v looked up with petulance.
"I think ifs about time you changed
your mind, grandma!" he exclaimed.
"It never takes mamma so long to
do it when I cry like this."
The value of Hungary's agricultural
returns does not depend upon sev
eral large crops or on the products
of certain specified branches of agri
culture, but rather on the greai diver
sity of its products, for there is prob
ably no country in Europe in which
so many branches of agriculture ara
The United States leads all coun
tries in the production of corn, wheat,
oats, tobacco, cotton, coal, petroleum,
iron, steel and copper; Russia, leads
in the production of rye; Bri .ish In
dia in sugar; China, rice, tea and
silk; Brazil, coffee; Australia, wool;
Transvaal, gold; Mexico, silver.
Seize on Opportunity.
There is no day too poor to bring
! us an opportunity, and we are never
so rich that we can afford to spurn
what the day brings. Opportunities
for character always bloom along the
pathway of our duty and make it fra
grant even when it is thorny.-Samuel
Modern Society Novel.
Somebody has discovered that on 12
pages of a modern society novel the
characters indulge in strong drink.
This, however, gives the bibulous bar
oness and the highball hero ample
time to turn over a new leaf.-Cleve
land Plain Dealer.
Where the Credit Belongs.
"I don't attach much importance,"
said Uncle Eben, "to talk about a
man's bein' good to his family. De
credit generally belongs mo' to bia
family dan it do to him."
Words and Reason.
Men suppose that their reason has
j command over their words; still it '
, happens that words in return, exer
: eise authority on reason.-Francis Ba
Word to Husbands.
The man who praises his wife
cheapen? her, and he who criticises
her cheapens himself.-Ella Wheeler
Painting the Lily.
Uncle Amos sez: You kin paint
ther lily jes' by slippln' on a pair ot
"Her breadth of mind was mason*
Une la Ms depth."-T. P.'s Weekly.
NOTICE TO FARMERS:
The Charlotte Semi-Weekly Ob
P<- -er is the only newspaper in the
...ii that allows farmers to adver
se free of charge, and The Semi
Weekly Observer prints all the news
that's fit to print. Do you want
anything? Have you anything to
sell. Send your advertisement and
it will be published three times free
of charge and yoa will get the paper
two weeks FREE. Address,
The Charlotte Semi-Weekly Observer,
CHARLOTTE, W. C.
. w y^-v* ":m
is the best all-round medicine
lerer used," writes J.A.
S t e elmar,, ol Pattonville, Texas.
''I suffered terribly with lim
troubles, and could get no relie!.
The doctors said I had con
sumption. I could not warft at
al. Finally 1 tried
and to my surprise, I got better,
and am to-day as well as any
man." Thedford's Black
Draught is a general, cathartic,
vegetable liver medicine, that
has been regulating irregulari
ties ot the liver, stomach and
bowels, for over 70 years. Qet
a package today. Insist on the
All persons owning property <?!
ny kimi whatsoever, or in an
ipacity, ns husband, guardian, ex
cutor, administrator or trustee,
re required tu m ike returns of I- ?
une to the Auditor under oafl
ithin the time mentioned beUjYj
nd the Auditor is required by law
o add a penah v of 50 per cent to
ill property that's not returned on
. r before the 20th clay of Februa
y in any year.
All malo citizens betwe?n tin
iirea of 21 and 60 yean*, exempted b\
aw, are deemed taxable polls. The
if ty per cent penalty will be added
or failure to make returns.
For the convenience of tax pay
ers, I or my representative, will be
it the following appointed place
>n the dales mentioned to receive
All real estate must be returner!
his year. Taxpayers will please
?ear this in mind and make full re
The office will ho open to receive
returns from the first day of Jan
ill the 20t'i day of Feb. as pre
scribed by law.
J. R. Timmerman,
Auditor, E. C. S. C.
Dec. 16. 1913.
will help you, as they
have helped others?
Good for all kinds of pain.
Used lo relieve Neuralgia, Head
ache, Nervousness, Rheumatism,
Sciatica, Kidney Pains, Lumbago,
Locomotor Ataxia, Backache,
Stomichache, Carsickness, Irri
tability and lor pain in any part
of the body.
"I ham used Dr. Mills' Antl-Poln
Pills when troubled with hc-r.nache,
and find that ono pill infallibly
offsets relief in a vory short tim?.
I am considerably affected with neu
ralerla in th? head at tlinca, and
find th? Anti-Pain Pills of much
benefit. The Dr. Miles' Remodiss
are beyond comparison and I recom
mend them to all my friends."
SIS Oakland St., San Antonio, Tex.
At all druggists. 25 doses 2Sc a
MILE8 MEDICAL CO., Elkhart, Ind.
-no----ra--i i .i
e Furniture Stores
We invite our Edgefield friends when in Augusta to call at either of our two large
stores-down-town store No. 972 Broad and up-town store No. 1,286 Broad. We
carry a large assortment of furniture and house furnishings at both stores. At the up
town store we also carry a tull stock of farmers' hardware. Call to see us when in
need of anything in this line.
We can sell you bedroom suits, watdrobes, china closets, tables, chairs, rockers
mattreses, iron or enameled beds, rugs, art squares, pictures, toilet sets, shades, etc.
just as chea as they can be bought anywhere in the country. We buy direct from the
factories in large quantities and are in a position to make very close prices. Come to
see us when in Augusta. Mr. Wyatt H. Hammond of Colliers section can be found at
our up-town store.
ANDREWS FURNITURE COMPANY
972 Broad, Phone 145,
12SQ Broad, Phone 2311
BEGIN WITH BUYING
THE TIME TO MAKE MONEY ON TOUR CROP IS WHILE YOU ARB GROWING IT. MAKE &
COOD START BY GETTING S. S. FERTILIZERS. YOUR PLANT FOOD IS MORE IMPORTANT THAN
ANY OTHER FACTOR IN YOUR CROP PRODUCTION. UNLESS YOU GET A MIXTURE THAT FEEDS
THE GROWING PLANTS, GRADUALLY, NEITHER OVERFEEDS THEM NOR STARVES THEM, YOU
ARB A LOSER, NO MATTER WHAT THE CROP SELLS FOR.
WE DO NOT USE NITRATE OF SODA
rn our goods for cotton and corn. Other sources of ammonia (nitrogen) are
better. Nitrate of soda is exhausted in the soil too quickly. It should be used
only a3 a top dresser and for truck.
FISH, BLOOD AND OTHER ANIMAL AMMONIATES
Aro the beat sources of ammonia. They feed the crop moro gradually and are-, there
fore, the best plant food. Cotton seed meal mixtures made w'.ien requested. If your
dealer does not handle S. S. goods, write to us direct. Money-purse and fertilizer book
let on request, free. Wa guarantee all S. S. goods to be in A-l mechanical condition
Mid to drill freely. ORDER EARLY AND AVOID CAR SHORTAGE
SOUTHERN STATES PHOSPHATE AND FERTILIZER CO.
AUGUSTA, GA. SAVANNAH, GA.
r 200 EB5y I
Men's and Boys' Wear.
Our store is headquarters for Men's and Boys' Wear.
We buy all lines from the leading manufacturers, and
in that way not only secure the best in quality and style
but can make the prices reasonable.
We are selling one lot of Men's Suits AT COST for
cash. Come in and get a fit cheap.
Send Us Your Job Work.