Newspaper Page Text
A l'r Pfiimfki nitJ Stitfttr
llnni I hat May It WoHh
, A btilu'M iimn w(IU'ii' 'V r lliin iiip'iHiin. lift down
1 1 V 1 N II. I'.liiM.ltS
Sen. lilt of ll P.alii ii I i ' t Pad
I i ill rl ii'ii "I 'ominrrrl.il ( '
llfly d'.iliir fur fnkt if Mihi'v
ltd ult Nine, Mini w ill iii It'll
dollar fur loud pnipdHf or
somrthliiir tlmt trtiih to tin' In
iliintt iiil I "'iii 'lit of his ci HI) in unity,
yroiichlv niiiitf m his reason
for In itur nik'tinlly in hi run.
tribution t rmitcnal thincs thnt
In' has already been lili'il t( tln
limit. Atnl lie has, hut In
sllollld tint take I'eveliee nil till'
I'liiiitniinit.v for his own fully.
Siiiisi In hail n 1 ri ) mi t i six
ty dollars to jjeiiuine, tneritor
ii his purposes ainl nothing fur
fake advertising. Jjs expen-
U hU ml hiit iim
hmt oine foil! Hi rr trH'tttf
Uii l from niin In J I 1' tulle f turn
, 1 1 1 I m m U , MkI Mill M'll kutllP f
llnon fr fl"n m riv N or
write I 'mnk llne. If.
Mr, Mn with tin' tolioy
mhetne ir llio charitable propo
sition think to u hat extent i hi
an- perhaps innocent, if wrmnriti
trtit. imposing iiim tin1 business
tnan anil tin1 whole community.
As n mural ihity, rut it nut. N
nri'il appealing tn tin- fakir, hi'
will ilrilt amiin.l tu see you as ul ,,,.,,
In' thinks yiMi have foiyutten the: ami iliscavt ut m.
last skinninir vuu trot. It is up Ph"iiis: l;-s. I'm urnl
ARE: YOU GOING TO BUILD
If so why tmt ue the material that has come to Anyi
The only huil.liinr niHti-riHl that the OLDKU IT (JITS T1IK
HKTTKU IT IS. It needs no paint no cure. Warm in winter,
cool in suimii.t. If you had not thought of it, think now. Do
-you ni'fil a residence, store or mrnl If sol would 1 1 U to tifuri
with you. All work iruitrantcil.
Lubbock Concrete Co. 'C:k
.1. 1'. YVKl'dl, business Mnnar
Tilde is hut otir killil of a
vcrtisimr that in worth anythin;
and that is tin kind that attracts (Inures would have hern the same
attention and produces results, and the hem tits to himself and
and to spend money for any the community would have heon
other kind of adver- many times vrreater. Or sup-
tisin simply represents so much pose he had spent the fifty o-
waste. lars for meritorious purposes in-
No kind of husiness or propo- stead of fake advertising, he
sition can succeed without some would have gotten hie; direct re-
tu von to attend to his case
N sloop, M t. i S M urj li v. M It.
US. MOOI'S ,v Ml-KI'IIV
I'm -li I N ASM Sl ltul n
:':!. otiii'i' -2.
I.I'P.IH K. U. TIAAS
Lubbock Decorating Co.
3VV PjvaTcts Arouse TauVuv,
Carnage TauYlVaq, tc, tc. . . .
Siirti Writitii: and Carriau-e Paintintr our hpe.-ialty.
Intimates furiiihe.. Sati-la. timi piaranteeil. . .
Losey F3ro's. Vr Jonow. Rrop'w.
Two dorr kouth of Motel Cldc
lA'HHOCK .... TLX AS
J. T. I lr
I. J. IlAVIi.
J Tlu HnmwRker' I and
I II W I llll W w ' M
Mac some k'cal UnrKains in l arm
Lands and City Property. Let us
Figure with you before jmt buy.
"KotK S'vit Square S.vLbbacV.'itxn g
MM MM mm mm M M M
SELL OUR FENCE
Call or write us at once
Plainview Wire Rice Company
Plainview - - Tcxa
TaUMKUS. ket-j. your money nt home by iatrn
iintr the PLAIN VIKW WIUK KKNCK
kind of advertising or puhlicity,
but the purpose of this article is
not so much for the purpose of
telling how and why not adver
tise through certain sources. Ad
vertising is a science, as much
so as any other feature of husi
ness. and calls for the exercise
of pxid judgment, am to the ex- expenditure, just
tent that the advertiser tails to
exercise judgment in advertising
to that extent heis the victim of
his own folly.
There is no occasion and little
excuse for any man to waste
money for advertising, and there
is no limit to the benefits of the
proper kind of advertising.
Fortunes have been made by
advertising, and never was there
a time when judicious advertis
ing ppilured greater results
than it does at present, yet the
average ad rtiser doesn't make
ad rtisitcr the practical Imsi
ness iriijn:U"n he sh"ii!d, anl
from this ii s ilts the firiiish ex
penditures i.f millions every
week. M"t of il.is lnnney is
thrown away by the advertisers
in the smali towns, and for that
reason the trouble is of greater
majriiitude and brings alout its
Fake advertising is the thinvr
to be most studiously shuned.
for it is the kind that catches
most victims and produces least
results. I'olicy advertising is
another bad business and is
closely allied to fake advertising.
Fake advertising is usuly done
liy an artist. II is schem- is
anything that will catch tlie
easy mark, and his least concern
is the results to his victims.
Hotel directories, desk blotters,
advertising clocks and all classes
of dope ladeled out by tourists
embraces the fake advertising
list. .Money sji-nt for advertise
ments in school catalogues, di
rectories, programs t tc. gotten
up by some church, school or
local emu-em is a combination
of policy, charity and diplomacy.
In practically every instance the
result would U the same if the
money was contributed directly
and the advertising omited.
Perhaps the )uery will arise,
and naturally it should. f w hat
concern is this to ou. of what
concern is it to the community.
Lt is the individual advertiser's
biisines. over which he certain
ly has the ri'ht of exclusive
To the extent that the whole
community sutlers lv reason ot
turns, the profits from judicious
advertising would have enabled
him to contribute the sixty dol
lars. People will spend live hundred
or a thousand dollars for fake ad
vertising and charge the com
munitv up with rive times the
I- I a. . ...I.. V 1 -
iiiun i Kei resuii.s. .vu man nas
any riht to amend his own mis
takes in such an arbitrary man
ner. P.esides it doesn't amend.
And this doesn't Rpply exclu
sively to merchants It applies
with eiual force to every per
son spending money for adver
tising or publicity purposes. It
applies to whole towns, to
counties and to states. Money
is well spent when it brings
wholesome results. It is doubly
bad spent w hen it brings no piod
Advertisinir is business, strictly
business. It is the foundation
upon which all success rests, but
advertising isn't advertising un
less it attracts attention, in
terests, convinces and ;rets re
sults. Kl!"ective advertisinvr can
not be confined to any particular
medium or method. The artistic
show window is an advertise
ment. The elegantly displayed
and properly arranged stock of
pKiils is an advertisement. The
satisfied customer is an adver
tisement. The vrowiritf of bir
crops is an advertisement for
the country. Fverythiny that
H'S to make a town or city
beautiful or healthful is an ad
vert iseir-mt. Money spent for
such put poses is money well
soei.t U'cause it brings results.
Have something somebody
wants and then use the proper
methodsof calling attention to it.
As a means of publicity there
is hut i '.e best medium and that
is the newspaper, and is pnJ
oniy to the extent that it reaches
the pe. .pie that would he inter
ested m the thin advertised.
A town wanting a factory would
not advertise in a country news
paper and a man wantir;ir a load
of wood wouldn't advertise in a
trade journal published in New
York. The local newspaper is
the best medium for advertising
the town and country. It comes
directly from the source it rep
resents It cm be sent t every
class f people at the most nomi
nal expense. It is the only me
dium f r the local merchant,
with the exception of circulars
and personal letters. In so far
NEW BAGGAGE LINE
I can be found at Davidsons Teed Store
Office Phone 134
Quick Service. Just give me a trial
B, F. LIPSCOMB BAGGAGE CO.
J GEO. ALBRIGHT'S I
jMDaou ar& aw&'iSeed. Store
WiUon Old Yard Soiitl. of Liiblxx k Mi-rrant ile (.o.'s Store
i a5e a qooA ca.m aivA tc'vU bo u&m teotV or s,W. tvoVvcc
A.O. McAdams Lumber Company
Lumber, I5ois D'Arc, Lath, Shingles, Sash,
Doors, Blinds, Mouldings and Paint
Lime, Cement and Brick
Let us figure your bill
E. N. TWADDLE
Staple and Fancy Groceries
Let me figure with you on a cash basis,
doors north of Post Office.
I Automobile Agency!
y- Lit VC I IK' ak.t'n-
cv fur t!.- ioiijiar
ST JACKSON AU-
y- If yuu ;nt din'
of the i M Hpu
!ar iiiHi-tiirics that
i Sold s-e us
We are agents for
LiihlH k. II.K'k
lev, cVxIirati and
- Terr counties.
We are in poki-
E- 1 '"" to sell vdu.
g Dillard-Marshall Land Co.
Lubbock, Texas is
ii n..o.,..ua tl,.. ...n-rn. as I. nr.. em iriN is cimcerneu ou
,tv u iH.rf,t t,. r,r..tt M,,r. can pra tically wip everything
allv. at' least, the individual has,''' of existence. Kick the
no rikrht to indulire a follv to the 'akir ne -eseres tne nose, 3
extent that it becomes an im,K- If yew must contribute as a tnatviUiUiUiiUUllMtt-UiiUiUUUa UilUiUUiiUiUUi-iUiUUiiUiU R
sition uh,u the community. ter of chanty or policy charge it
rf. .ii . : . Up to mai account ami uru
The writer bad an Reas on to a,ivt.rlisin;r carry the bur-
.nvestiK'a e as to he amount of , hp c,mumt . the
mmev alisolutely thrown away , 1
Ol OOn-pro- I.mi inii i.'ani m J
individual nas sunereu ny reason
by a comparatively
on the rankest kind
itiiritu' u.iv.rtiini-' Th result
,r-iv t.artlv rnmti.io snH rov- of fake advertisinsT and imlicy .
ennk' a in 'ried of less than two advertising. There is but one
years was astonishing. It aj:- thimr to do. Cut it out. As ai
predated nearly ten thousand peneral prt'iosition stick to the;
GAYLOR-LEARD LUMBER COMPANY
Buy Land Buy Lots 8
Jut Buy AnthiiiK in the Weal listate Line q
AnJ ou !!l make hinJ'in return on
jour lnclmcnt. A lc JIIr placed In
Uteri M H1 miU make u many J..tUr.
In the nur ol Ic nnmlh. Call In anJ
thousand dollars would have
done 8-ent in the proter way.
Spent for the proer kind of ad
ertisinj: it would have resulted
in profits many times greater
than the exjx-nditures. It would
have -mho a l"t, way towards
civic improvements. It would
have Int-n a mighty factor in
lnnv-in alwiut pnpr agricul
ture development. There is r,o
paper and vou tlont like the edi
tor stick to it as a business pnio
sition. If the paper isn't w hat
it ouj:ht to U as a business prop
osition see that it is made such.
Thousands of dollars have Ieen
worse than wasted in so called
advertising of the country. The
same is true with reference to
individual business men. and on
the other !".and judicious adver-
Building material of the best grades
Prices always right. Never close a
deal without seeing them. Their
stock is always complete.
j L U L
need to futh r enumerate the t iir.r has Iieen shamefully nee--
treat nundx-r of things it would
have brought abut to the gen
eral iM-neiit of the conim urdty
had it Uii pp'n-rly hp(.:.
Sn t.t m it vv.'ts it .n..iht no re
aii!ts (AO pt a rot.--. I Table d t-
Wc can Uw You ...t to Ituy
ti e ..t:.
f .'!' '.
1 1 I r. - . .
111 rl'l!ir I
to the extent f
t h. ...-.I'. ! d .!.t' v
This i alut the tenth million
sermon that has l en preached
on the s ibjecL All of tfietn have
d.'fe a little food pi.metirr.e and
j..fTiew h.-re. but it is a bl b.i
r.es tT'.""ition. an ab.lutely
t i e-ary nef.t of
r ..!i s the e r
U of .!
M. I. .
,! Ih i
I l , ' 1 . -
. - j.r. ;-
t- i. :,. : 1 1
C. A. RAIND COMPANY
M ! I.
r. : I
i A i
Pierce Bros. Realy Co. g
IMi'mk- I 17 O
r O ' " J
n 1 1
I .. t