Newspaper Page Text
BY DUNDAS HENDERSON
Advertising Manager of the C. E. Zimmerman Co., Chicago
OT "TPlll- ferlTn Ciaar w
the usual style of advertising therein, w U drawn, hut
'Further, that something 'inus-t com- ..h the rest of
j pel the attention sufficiently to hold it iil: it :i
until the prospective customer realizes :. (l direct
t-in to the mind of prosiective cus
t ners. A well drawn picture with a
t ich of humanity in it is, therefore,
hest means of attracting attention
an ordinary retail advertisement.
J, The illustration should be well
drawn. A badly drawn or silly pic-
t-re reflects on the goods and store.
It is better to do with out the i lustra -
, ti :i altogether than to have a bad one.
1 il the nicture should not only be
but it should blend well
tttracts ttention, it should
the mind to the other por-
to rad the rest
for the sake of
The First Requirements of
When you sit down to write an ad
vertisement for that space in your
local newspaper, the first question you
should put to yourself, if you are one of
those men who want to see their ad
vertisements bring results, is, What
is the first requirement of this adver
tisement? I wonder how many men amongst
the tens of thousands of retail mer
chants throughout the Unitd 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
that she or he wants
of the advertisement
what is said in it.
JUCltJ Ull- ijt -ii j - .vw-w-
mg attention. One is by means oi a
cfriL-irnr ltiMHiii in linld tviii ;innthr
.cuiuiiif, ..uu.... ... .. .. i ....--
may oe pianneu oy ine use oi pieniy oi
white space around and in the ad, and
one more means is the use of some
freak arrangement of the type matter.
Attention may also be got by a com
bination of all of these ways. But
there is still another way of attract
ing attention and that beats 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 ad
vertisement. The illustration should
have human interest and action should
as far as possible, enter into a it by
means of a figure of a man or woman
performing something or shown as
having done something, the result of
the "something" having been done
For a long time it was thought that
comic pictures were the best means of
attracting attention and many of the
readers of these lines are still of the
same opinion. While this may be so
to a very limited extent it has been
found that they do not create that de
sire to read the rest of the advertise
ment that is necessary to its success.
Alsojbecause they are comic they cause
laughter, which means that the amuse
ment extends to the contemplation of
the goods and even to the advertiser
himself. When an advertisement is
laughed at, it seldom carries convic-
i . ,,
The Fence That Lasts
is the fence that is rightly built, out of the best
materials and by scientific, modern methods.
The wise, economising farmer makes his
W I BE
Its real economy to buy Peerless Wire Fence, as it
is built to stand the wear and tear of many seasons
of hard usage.
Peerless fence is made in numerous styles and in any
height: your dealer can get Peerless in any make-up that
you may require. Do not let him substitute something
else. You want the best, and the dealer can get it, even ii
his profit is a little less than on what he is now handling.
PEERLESS WIRE FENCE CO
Sale by William J. Voss
ing Goods ....
RELIABLE GOODS AT RIGHT PRICES
405 11th Street Columbus, Nebraska
ti n oi the advertsement mai creates
i erest and brings conviction. Pie
t -esof the "reason why" kind in ad
v. rtising are the latest evolution in
r ' ail publicity They have been used
f r a long time in successful national
advertising. A glance at the Satur
day Evening Post or any of the good
magazines will show this and it will
also piove another thing, that comic
pictures 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 sur
est means of attracting attention to
what you have to sell througn your
newspaper, you will naturally go on a
hunt for those pictures. You may find
considerable difficulty in getting good
illustrations locally and when you do,
you will probably find the price to be
way above what you can afford to pay.
And to use a bad picture will be worse
than no advertisement. What are you
Here is the cure. The natural evo
lution of retail advertising has brought
into being one or two high grade con
cerns, backed by ample capital, who
are syndicating out this kind of illus
trations along with complete advertis
ing service. "Syndicating" means
this: those concerns pay large sums to
artists of high standing to draw pic
ures that suit your advertising and
employ advertising writers of national
reputation to get up matter to go with
the pictures. Those complete adver
tisements are sold in thousands of dif
ferent towns for use localy and, be
cause of this method of syndicating,
can be bought in a series of 52, 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 advertis
ing has been classed as equal to the
best publicity that has made success
lo1 many of the big department stores
and national advertisers. At the top
of these columns will be found reduced
fa-' similes of those advertisements tak
er from a service of that class. This
M't of adverising is called Syndictaed
A vertising Service.
No merchant need be without the
1 1 -a means of successful advertising
v .:r he can buy illustrated sevrvice
at ) low a pric as this. It is now
m King success for thousands of re
1 1 1 -rs throughout the country and is
1 1 very latest in retail advertising.
Hemember always Mr. Retailer,
t"i it attention getting is classed as
iu it b( per cent of all retail adver
ti'h'g and when next you write anad
ve -liM-ment without using the best
ni ans to get that attention, you are
Iix s ng about GO percent of the entire
va-ue ol your announcement.
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
success for yourself, a means that has
already accomplished it for thousands
of other merchants in the same posi
tion as you are?
1912 Electrical System
ia a a a a
TQmiw lirimiifr in mi $
oiuiuiig r uipuug -.- ipiiM
rpHE electrical plant in the new Cadillac not only
5 accomplishes what heretofore has been accom-
X plished in a less efficient manner by separate systems
X ignition and lighting but goes further and includes
m in its functions a feature to which motorists have long
j looked forward, an automatic starter which obviates
the necessity of cranking by hand. The plant consists
of a compact and powerful dynamo operated by the
engine of the car. The dynamo charges the storage
battery. For starting the engine, the dynamo is tem
porarily and automatically transformed into a motor,
the current to operate it being furnished by the storage
battery. To start the engine, the operator after taking
his seat in the car, simply retards the spark lever and
pushes forward the clutch pedal. This automatically
engages a gear of the electric motor with gear teeth in
the fly wheel of the engine, causing the latter to "turn
over," thereby producing the same effect as by the old
method of cranking. As soon as the engine takes in
charges of gas from the carbureter and commences to
O run on its own power, the operator releases the pres-
K sure on the clutch pedal, the electric motor geardisen-
X gages its connection with the fly wheel and the car is
J ready to be driven. The electric motor then becomes a
5 dynamo or generator and its energy is devoted to igni-
X tion and to charging the storage battery. The storage
X battery has a capacity of SO ampere hours and as soon
0 as that capacity is reached, automatically ceases. Prac-
cicai tests nave snown cnar. me storage cattery is oi
g sufficient capacity to operate the starting device and
X "turn over" the engine about twenty minutes, although
X it seldom requires more than a second or two. In fact,
X the Cadillac engine so frequently starts on the spark
X that the use of the electrical starter is not always re-
This car is now on exhibition at
X and being demonstrated bv the
quired. The storage battery also supplies the current l
for lighting. The car is equipped with two Gray & $
Davis electric head lights with adjustable focus, two
front side lights, tail light and speedometer light. The X
dynamo also supplies the current for ignition. Up to ?5
280 to 300 R. P. M. the ignition current comes from the v
storage battery; above that speed the current is direct 5C
from the dynamo through the high tension distributer X
to the spark plugs. For ignition purposes the dynamo 0
performs not only all of the functions of the most high- O
ly developed magnetos, but possesses even greater effi- K
ciency, having more flexibility and a greater range of X
action. When compelled to drive slowly in crowded $
thoroughfares, over very bad roads or on hills, with the
usual magneto, the driver may stall his motor because X
the magneto is not being driven fast enough to gener
ate current, and it becomes necessary to switch to the
battery if he has one. With the Cadillac system, if it
becomes necessary to drive so slowly that sufficient X
current is not generated the battery automatically cuts X
in. When the speed is increased the dynamo again C
automatically takes hold. It wholly obviates the neces V
sity of the driver's keeping constantly on the alert to X
prevent'stalling the motor. In addition to the ignition X
before described, the Cadillac is provided with the aux
iliary Delco system with dry cell current which has
proven so satisfactory in the past. The extra system is
separate and distinct, with its own set of spark plugs
anu in itsen is inorougniy eincient ior running tne car, i
entirely independent of the main system. The entire j
electrical plant has been designed with a view to com- J
pactness and efficiency. It is designed with the idea of J":
simplicity and positiveness. It is designed to obviate X.
to the greatest possible degree, the necessity of atten- X
tion. Above all, it does what it is designed to do. X
DISCHNER AUTO CO.
A Mail Carrier's Load
Seems heavier when he has a weak
hack and kidney trouhle. Fred Due
hren, Mail Carrier at Atchison, Kan
sas, says: "I have been bothered with
kidney and bladder trouble and had
a severe pain across my back. When
ever I carried a heavy load of mail,
my kidney trouble increased. Some
time ago, I started taking Foley Kid
ney Pills and since taking them I have
gotten entirely rid of all my kidney
trouble and am as sound now as ever. "
For sale by all druggists.
Dr. C. D. Evans. West side Park.
f'77' ''"bfo g' (vf-),
fv-! vyt J
This Pall We Have
Added to Our Stock
A LINE OP
full size, two small drawers
and two large drawers,
double serpentine front,
full panel ends, nice shaped
mirrors of different sizes.
$17.50 to $20
The same Dresser with only the two small
top drawers, serpentine front, it $1 6.50
Chiffoniers, Washstar ds and Bedsteads
, fe j'ii-it:.an:
U'l If .T -T -JiTZ- Trl
Backache, Headache, Nervousness
and rheumatism both in men and wo-,
men, mean kidney trouble. Do not '
allow it to progress beyond the reach
of medicine but stop it promptly with
Foley Kidney Pills. They regulate
the action of the urinary organs, i
Tonic in action, quick in results. '
For sale by all druggists.
Columbus Corn Exposition.
Arrangements are now well under
way for the second annual exposition
of the corn growers association. The
association includes the counties of
Platte, Butler, Polk and Colfax. The
expi sition will be held this year, as
last, at the Y. M. C. A. building.
The program of addresses is not yet
complete, but will be published in due
time. The officers of the association
are the following well known farmers:
Presdent D. G. Kartells.
First Vice President U. S. Mace.
Second Vice President Win. Price.
Third Vice President J. W. Kins
man. Fourth Vice President J. .1. Karnes
Secretary George Drinnin.
Treasurei Emil Mueller.
Manager William Newman.
Directors C. C. Sheldon and J. C.
Prizes will be awarded under the
following schedule, a first and second
prize being awarded on all cases, and
for some exhibits first, -second and
Grand sweepstakes, best ten ears of
corn any color.
Best ear, any color.
Best ten ears yellow dent.
Rest ten ears white dent.
Rest ten ears, any color other than
white or yellow.
Special prize fur largest ear, any
Best ear of yellow dent.
Best ear of white dent.
Best ten ears of rice pop-corn.
Best ten ears of pop-corn other than
Best two quarts fall wheat.
Best two quarts oats.
Best two quarts alfalfa seed. j
Best plate of five apples. j
Boys' corn-judging contest, open to"
boys from 14 to IS years old, and al- ;
so a judging contest open to boys
from 10 to 14 years old.
The ladies will also have have re
presentation in the prize-winnings,
three special prizes having been plan
ned for the ladies who shall make the'
best design, usinir nothing but corn '
in the ornamentation.
How Gold Plats Is Mad.
Talking oi silver gilt plate. It Is
oftcu spoken of as gold plate. One
hears of the gold service at Windsor
castle, of the gold plate owned by sov
ereigns of Kurope and by other per
sons in this country as well as abroad.
As a matter of fact, these so called
gold services are silver gilt, ami only
r a feu pieces of pure gold are owned
by the Iluglish crown or any other
crown. It may interest our readers to
learn how this lire, mercurial or water'
gilding- for it fc known bj- all of these
three names is done. Pure gold and
mercury are mi::ed into a paste. The
silver article to be gilded has been
chemically cleaned, is rubbed all over
with this paste, which has been placed
in a silk bag. just as the blue used in
washing i put in a bag. When the .
piece of plate has lieeii rubbed over
it is perfectly white. It is then put
hito an oven, and gradually the mer-,
eury goes oT in fumes, leaving on the
article a deposit of pure gold, which
has practically Ijecome one with the
piece of silver and will last for centu-,
ries. London or. New York Post.
Untimely Death Often Prevented
Countless mistakes have been made by medical men - innocent vic
tims have paid the penalty for each. On the other hand, countless suc
cesses have resulted from expert diagnosis. To know the errors of those
who failed to know the methods of those who won increase the chances
of successful treatment.
For many years, we have been closely connected with leading Spe
cialists of every school of practice. We have interchanged ideas, we
have been co-workers in all that concerns the art of healing. Besides
this mass of experience, we have the combined knowledge of each of our
own Specialists. They constitute our "Medical Advisory Board," and
deepseated or complicated cases are submitted to them. The result is
evident. It means better diagnosis, better treatment and less expense.
Advice will be given without cost to all who mail the following coupon.
Might Be In a Nice Fix.
Two men of Milwaukee were dis
cursing the east of a person of their
acquaintance whoe obituary, it ai
pears. had been printed by mistake in
one of that city's newspapers.
"Oh, ho!" exelnimcd one of the fler
maus. "Ho dey haf briuted der funeral
notice of a man who h: not dead al
ready! Veil. now. he'd be in a nice
fix If he vas one of dose heebie, vot t
believes everything dey sees in der
bapers." Harper's Matrazine.
Sorry He Asked.
"Have you any special terms for au-!
tomobillstsV asked the man in bear
skin and goggIe. ,
"Waal, yes," responded the old toll- j
gate keeper, whose gate had been bro
ken down by speeding machines.
"Sometimes I call them deadbeats, an'
sometimes I call them blamed rascals.
Anything else you want to know, mis
terV' Chicago News.
inWPaB tT AS "SWaf
READ CUR SPECIAL OFFER
Send three names of people
troubled with any ailment on this !irM:
schedule and we will mail you a
$10 treatment certificate good for .
one year. Mark X opposite ail
ments concerning vourself for
free literature andsiiln beiow. in'-usri
t s I MM i
lUIlh WU.ASL3 V Z
HLII lJthN !-
t ma nkk, currm i-
CAMiLK. TlUOkJ !-
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26 .ALL 9TONH -
XI f.LH.r VJV)mMLA J
22 H'Altr lfsEAL J-W
23 HUttO FLIC I S
21 tV1 MkkAlC 2
Xitt MiHH'lLA. MMtTfcl - it
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Mtl. WEAKNESS J-w
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Parsimony and Economy.
"Papa' said a cliiW. "what is the
difference hot ween parsimony and
I will explain the difference by an
example." the father replied. "If I
cut down my own expenses that Is
economy, hut if I cut down your moth
er's then it is parsimony."
219-21-23 West 11th St.
The great road builder had his mfcd
on hi work that morning, as the fol
lowing dialogue between him and his
wife will show:
"How do I look, dear?"
"I'airly well. lit I should say that
your fae needed resurfacing." New
Strayed to my farm eveii miles!
northwest of Columbus, on September
30, one red calf, about six months old.
Owner can have same by proving prop
erty and paying all charges.
The Only Kind.
Kiln Hid you get a plain view of
Miss I.uglie? Kmma O-rtainly. That
was the only kind I could get. -K
When life reuses to be a promise It
Seen Dot cease to be a task. AxnhlL
ti ;oase . .
'. ur Name
AN!) INK IF POSSIW.K
!'H'f II HIT l-Ii
I MINAHV WSfUSCS . lit M
O fc!Si. CNLAkCSI 1 U
1'iMb DUtASLa l w
Permanent Branch Offices
German National Bank Building
Columbus, -:- Nebraska
-" v A ., .