Newspaper Page Text
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The First Requirements of an Adver
When you sit down to write an ad
vertisement for that space in your lo
cal newspaper, the first question you
should put to yourself, if you are one
of those men who want to see their
advertisement bring Results, is, What
must be the first requirement of this
I wonder how many men amongst
the tens of thousands of retail mer
chants throughout the United States,
who are now doing advertising, could
answer this question satisfactorily?
The first requirement of an adver
tisement is to attract attention. To
catch and hold the attention of a pos
sible customer necessitates something
In the announcement that is different
from the ordinary run of type matter
in the paper and also different from
the* usual style of advertisements
therein. Further, that "something"
must compel the attention sufficiently
to hold It till the prospective customer
realizes that she or he wants to read
the rest of the advertisement for the
sake of what is said In it.
There are several ways of attract
ing attention. One is by means of a
striking headline in hold type, anoth
er may he planned by the use of plen
ty of white space in and around the
ad, and one more means is the use of
some freak arrangement of the type
matter. Attention may also he not
by a combination of all these ways.
Hut there is still another way of at
tracting attention that heats them all.
It has been found in small towns
and especially in dealing with goods
that sell mostly to women, that a
good illustration is the best means,
not only to attract attention, but to
hold it and create interest in the rest
of the advertisement. The illustra
tion should have human Interest, and
action should, as far as possible, en
ter into it by means of a figure of a
man or woman performing something
as shown as having done something,
the result of the "something" having
been done, being depicted.
For a long time It was thought that
comic pictures were the best means of
attracting attention and many of the
roaders of these lines are still of the
same opinion. While this may be so
to a very limited extent, it has boen
found that they do not create that de
sire to read the rest of the advertise
ment that is necessary to its success.
Also because they are comic they
cause laughter, which means that the
amusoment extends to the contempla
tion of the goods and even to the ad
vertiser himself. When on advertise
ment is laughed at, it seldom carries
conviction to the minds of possible
customers. A well drawn picture with
a touch of humanity in it is, there
fore, the best means of attracting at
tention to an ordinary retail advertise
The illustration should be well
drawn. A badly drawn or silly pic
ture retlects on the goods and the store
It is better to do without, the Illustra
tion altogether than to have a bad one.
And the picture should not only be
well drawn, but It should blend well
with the rest of the advertisement.
While it attracts attention, it should
also direct the mind to the other por
tion of the advertisement that creates
interest and brings conviction. Pic
tures of the "reason why" kind in ad
vertising are the latest evolution in
retail publicity. They have been used
for a long time in successful national
advertising. A glance at the Saturday
Evening l'ost or any of the good mag
azines will show this and it will also
prove another thing, that comic pic
tures or caricatures are not usually
employed by those big advertisers to
exploit their goods.
Having settled In your mind that
good illustrations are the best and
surest means of attracting attention
to what you have to sell through your
newspaper, you will naturally go on
the hunt for those pictures. You may
find considerable difficulty In getting
good illustrations locally and when
you do, you will probably lind the price
to be away above what, you can af
ford to pay. And to use a bad pic
ture will he worse than no advertise
ment. What are you to do?
Here is the cure. The natural evo
lution of retail advertising has brought
into being one or two high grade coi.
Cems, backed by ample capital, who
are syndicating out this kind of illus
trations along with complete adver
Using service. "Syndicating" means I
this: those concerns pay large suraa
to artists of high standing to draw
pictures that suit your advertising
and employ advertising writers of na
tional reputution to get up matter to
go with the pictures. Those complete
advertisements arc sold In thousands
of different towns for use locally and,
because of this method of syndicating,
can be bought, in a series of f>2, one
for each week in the year for as low as
one dollar per week with copper-plate
electros of the illustrations. Much of
this latest style of advertising has
been classed as equal to the best pub
licity that has made success for many
of the big department stores and na
tional advertisers. At the top of these
columns will he found reduced fac
similes of those advertisements taken
from a service of that class. This sort
of advertising is called Syndicated
No merchant need be without the
best means of successful advertising
when he can buy illustrated service at
so low a price as this. It is now mak
ing success for thousands of retailers
throughout the country and is the
very latest in retail advertising.
Remember always Mr. Retailer, that
attention getting is classed as about
GO per cent of all retail advertising
and when next you write an advertise
ment without using the best means to
get that attention, you are losing about
CO per cent of the entire value of your
Full particulars of this kind of suc
cess building Illustrated syndicated
advertising service may be obtained
from the editor of this newspaper. Why
be without the means of building suc
cess for yourself, a means that has al
ready accomplished it for thousands
of other merchants in the same posi
tion as you are?
EASY TO GET RID OF DANDRUFF.
Dandruff means that down near the
roots of your hair there is a vast
army of little invisible germs or mic
And this army never sleeps; it wag
es a war of destruction night and day.
It destroys the nourishment that the
hair must have in order to grow vigo
rously and abundantly.
PARISIAN SACK now sold all over
America will destroy these germs and
at the same time furnish the hair
roots with just the proper nourish
ment to make hair grow lustrous and
PARISIAN' SAGE is guaranteed by
Laurens Drug Co. to banish dandruff,
slop tailing hair and Itching scalp or
money back. It is a delightful hair
dressing that wins instant favor with
refined women. Sold for only DO cents
a large bottle by Laurens Drug Co.
and druggists everywhere Girl with
Auburn hair on every carton and bot
I ... I
STUCK IN HI8 CHAIR 170 FEET
FROM THE QROUhfD.
Hit Tackle Got Tangled and He Could
Qo Neither Up nor Down?Slid
70 Feet Down Rope and Rolled
to Edgo of Roof.
A human fly who flirts with death
to earn a modeBt living Swung holp
1 < s o 1 y between
earth and sky ou
tho steeplo of St.
Mary's church In
other dny whllo a
tion of tho local
fuBtod around on
tho ground be
low. Tho steeplejack was stuck In ids
bo'suns chnlr 170 feet from tho pavo
mcnt. His tacklo was tangled and ho
could go neither up nor down. Finally
ho mado a 70-foot slialo for lifo down
a slonder rope, tumbled tho last ten
feet headfirst, rolled to tho edge of
the sloping roof and would havo
droppod tho other 00 foot to the side
walk If a husky fireman had not
After it was all over (he steeple
jack, whoso name is llrown and who
lives In Baltimore when ho is on tho
ground, said he felt a little too nerv
ous to gild tho cross on top of tho
steeple, the Job ho started out to do.
He reckoned though that ho would bo
all right In a da;r or two.
"I am glad I knew that tune when
I was hanging up thero in tho air,"
"What tune?" a fireman Inquired.
"Come, Josephine, in my flying ma
chine)" Bald the steeplejack as ho
squinted at tho spot where ho had
been caught a few minutes before.
A crowd of Boveral thousand peo
ple watched the rescue of the human
fly. Ho was pulling himself to tho
top of tho spire, when a rope jammed
In a pulley block. It was half an hour
later before a policeman who had
been staring at Drown all that, time
realized that something was wrong.
He went to a telephone and called
the tire department, requesting the i
assistance Of hooks and ladders and
It* you Ore pale, weak, languid or I
anaemic a few doses of Bloodino Liv
er bills will Increase the supply and
Improve the suastity <?)' blood, small
pill, small close, pleasant and never
Laurens Drug. Co.. Special A-'ents.
See our Mission Dining Room Suits
in Early English finish, they are beau
tiful and yet reasonable in price.
s. M. & E, 11. Wllkes .fc Co.
WANTED-A RIDER AGENT
IN EACH TOWN and district torido and exhibit a sampla latest Modol
"Ranger" bloyolo turuMicd by us. <>ur ntfcntsovt
' f 11 mil.111 au.f i m ml of ir m lernte
NO MONEY RECJUIREO mull > ou receive
iovory who.ru aro makhnff
and approve of your
V . S. k'lin-.'Mf d . '-? JtfOtlt
bicycle. W'o shlifto anyono anywhere In th- .
In :ul mi n. .-. ,?.,,-.,> /,,,ciu. und allow TEN DAYS* FHEE TRIAL ihirinif
which timo you may rldo the bicycle nnd put It to any test you wish, f
If you aro then not perfectly ball-died or do not wish to keep thu
tili-v it - ship it. bark to us at our expense and ui/f km Nom??? ??r. .
FACTORY PRIftFS w? furnlhh the hiebest m-ado biej .? i. h it i.
mvivni 11IVL.V possii.io j0 rnuko at one ?mall protlt alwvo
actunl factory cost. Von save #10 to $Ji middlemen's prollLs by buy-1
hiK director ii ,1:11.1 havo the manufacturer a sruaranteo 1? hind your'
bloycle. DO NOT BUY a bicycle or a pnlr of tires from ttmrane at amp'
fin until you receive our catalogues anil fen r 11 our unheard of ftttttrp
tl'i'!.n,,(,.r""',r?"*'? tr'iial ?im to ridor ajento.
YOU WILL BE ASTONISHED ?^^^rbS?luu?^^
'"v Into . wo run Hink? JroU tili? year, \\ ,1 .-.-it tlio 1.11.t grado blcyclta for
low money Uianany nihcr factory. Woiit-fatlrufcdWItb ?1.00 pmrttalxivo factory eost.
. . . D^ai-BHS, you can Bull uur block's uudur your own namo plain at doubta uur price*. ?
Orders till..,! thodsy recolvid.
??COND HAND oiCYOLfa. Wo do not rernlt.riv lisndlo second band bicycles, but umially have
lumber on bnnd taken hi tr.i.l.i by our Cblcago retail storo*. T.nwo wodoar out t>roui|>tly at urioea
lrnbarsnlnllnlNiii-.il' I f rvo.
c ioxio v. hosI?. Importr "I ro'lor obt'na ami pedals, vui?. repairs and]
I'll plttOUt of all kinds at 'in'/ the i-ryi./ie irluif price*.
najuttBa from ?3 t.. as or ?to. Poscrtptl
C??S TER" BRAKESa oqm
a\00 Hedgefhorn Puncisre-Proof $
Self-healssiRTires to fr;rnoouoE,only
The r ?(..,/ frittofth
tlO.i'O fee fir, tut to inln
tvlll ttll toum tarn fie fall f->r f t.S0(t*lh lullhortt'l .</ 55
NO MORE TROUBLEFROM PUNCTURES
h a i is. Tacks, or Claas will not lot tho nb out.
A hundred thousand pa Irs sohl last year,
rldlnir, very duratilo nnd llnrd Inside Will?
a special 11tin111 v of rubber, which never be
comes porous nnd which closes o'> smnll
punctures without a l low Imr t tie a i r to escapn.
\\'o have hundreds of letters from Bnllsfled customers
statlnirthnt their tlivs have only been punuted m> ihut
or t wlce In a wholo season. They weL'h no more than
an ordinary tiro, tho puncture rcslsUnvf uutilltlos belli?
?iven by several layers of thin. Bpeclully prepared
fabric on tho trend. Tho refftilar prlco of those tires
is tto.oo per pair, but for ad vert I skip; purposes wo aro
making a special factory i?i "loo to lie rider of only ?l SO |
day letter Is received, wo shin (' ?>. 1). on approval,
have examined and found ihoni strictly ns represented,
Wo will allow a cash discount of & i"-r c ut 11hereby.? Ilia prh-e S4.58 per pair) If ynn send FULLCASH/
WITH ORDER ami ciicIoho IIiIh advert n cineiii. Vim run uo ri k in Sending us an tinier as tbo ti..- may (>?.
returned at OUR oxpensu if for nny reason tue* aro not sntlsfnctory on . ?.i. Wo am perfectly .. Dahl? I
anil ntonojf sent to Ul Ihbh nufobn Iii n li.mk. If you oi.Irr . fair of tliccn tIres, you will fliul tlwt tbey will rl.ln I
easier, run faHter. wear liotti r. last Innnrranil look tlnrr tban anv Uro yon l.avc orer uno?l or seen at any prl.yi. 1
Wo know tbat you will Ikibo well pleased Dial wlion roil want ? bie>vlu you will ?Ivo u? yourordor. Wo waul I
you to Mad im a t rial onler nt otico. llOUCO tlilH.! 11 re Offer.
f IT V#l#f MFFn ?'' Ii'I buy .my Ii I Ii'I n * si). tirlrn until ynu son.l for n |i->lrof lli-.laetli.irn \
? W if?-KV m I'uni'ti.re l'ro..( tlreomt a|i|imvalamf trialat thos|m-ial IntrtMluetory
tirle<>qui.te.l alH>vo: or wrlto for our blc Tue atld Suudrj i atalo.tuo w lilcb ilenvrilivs aud quulea all niakcii aud
klmlH of tlren nt alKiut half tlm uhiikI prin
nn NttT \AfAI\ThuX wrm" uh a postal to.lay no NOT THINK Of BUYING a blryrlo or a pair of I
www? tlren from anvon..in you know tl.o new bii.I wonderful offora wo aro maklnc. I
It_ouly_conuia |m>Htal to learn overytliini;. *Vrii><ll NOW.
Notice the thick rubborlroatl
"A"and puncturoaf ripa"B'* >
and "D" albO rim atrip ,?M,? .
to prevent rim cutting. Thl*/
tire will outlaat any otherj
make-SOFT, ELASTIC and
ierpalr. All onion* shipped satnoj
Ifou do not puy a cent until yau\
J.L MEAD CYCLE C
One 8-Room House to Rent.
One 7-Room House to Rent.
One 6-Room House to Rent.
One 3-Room Cottage to Rent.
All of these are modern and close in. Ap
j] ply to ?
ALBERT DI AL.
Simpson, Cooper & Babb, DR. CLIFTON JONES
Attorneys at Law. Dentist
?,.,. ,, , Office in Simmons Building
Will practice in all State Courts. I
prompt attention tfiven to all business, j Phone: Office No. H6; Residence 219.
NICHOLS & ROPl
Paints and Finishes
If there is s shabby surface in your home to be
painted, enameled, stained, varnished or finished in any
way, we have just what you need for producing the
exact finish desired in the line of
RA/NTS AND FINISHES
Let us show you colors for painting your house or
barn, samples of finishes for floors, woodwork, walls,
ceilings or furniture. Let us help you make shabby
places look new and attractive.
COME IN and get a copy of THE ACME QUALITY ?fe
PAINTING GUIDE BOOK. It tells what Acme Quality Paint. '**^?
Enamel, Stain or Varnish to use, how much will be required and
how it should be put on. It not only enables you to tc1.! your i ?,
painter or decorator exactly what you want, but it makes it easy ;J&
for YOU to refinish the many surfaces about the home that do
not require the skill of the expert?the jobs that a painter would
not bother with. Ask for a copy. ITS FREE.