Newspaper Page Text
PUBLISHED EVERY THUK8DAY ST
W. ?. O'BRIEN,
Editor and Proprietor.
Republican, one year, in advance $1.00 ?
AuviR cisiNG Rates furnish? d on ap?
plication. Correspondence soli. ited.
The publisher of The Republican is
not r? poofible for opinions expre?j8??d
The Republican is entered at the
P?*?tof <<** at Taxewel!. Vuginia, as sec?
All persons who take the paper from
the postoffice or rural d?l'very boxes
?will b ? expected to pay for same If
\o\i ?Is not d -sire the p:\per you will
kindly notify us, or tell the postmaster
??rrun-1 carriers tosend notice to dis
THURSDAY. NOVEMBER 2S, 1912.
The Republican said last week that it
nave more to say regarding ad?
vertising later. Before doing -o, how?
ever, we want to quote an nrticle by
Joseph E. Chasnoff on the "Retail Ad?
vertiser und the Newspaper," from a
work on advertising that will soon be
issued by the Ronaid Press Corr.pany, of
The article was written primarily for
the newspapers and the retailer, but the
general public is as much or more inter?
ested in advertising as either the retail?
er or the newspaper, and it will be of
interest to them, as it treatF the sub?
ject from an unbiased standpoint. It
will certainly interest the retailers for
it will teach them to advertise e ffect
ually. and when they do this there will
be les ' complaint that the mailorder
houses are taking their business. Of
course tbey will take it if merchants do
not ler the trade tributary to them know
what they have in shape of servies and
for sale, which the mail order houses
persistently and everlastingly keep be?
fore the people with offers placed in an
attractive form. Mr. Chasnoff's article
THE RETAILER AS 4M ADVERTISER.
Let us turn first to the rets?er as an
adver iser. The problem of all com
-j?*uv* in this day of quart :ty prediction
is SEl.f.lNG. Every merchant knows
tbathiean yet plenty of geoda if he
lias a rapid outlet for them. Moreover,
he is forced id buy heavily betr-uee with
: I daj high livirg and store com
inn has grown up a public which is
in its select.-n. The
..it it wants.
- urce and weil assarted stocks.
n s-ma:ler towns BMMfcantnl are
carrying larger stocks than r'-ey ever
? li? before. At rh<> npenirg of the sea?
son sh -Ives a. t llkd and bills are due.
Action is demanded and demanded
quickly. The baying inertia of the con
humer rru.-t be stimulated. In middle
season buyir.tr enthusiasm must be kept
up. To keep his old customers and add
new o:ics he must hold out special in?
ducements from time to time. Perhaps
in his community there are certain
classe* of people that are not buying
from him because they do not know
what he has to offer. Perhaps his reg?
ular customers are not buying as much
as they should
Such problems of selling make it good
business for the merchant to use every
posi-it/e factor at his command which
will keep go-.'di moving. Of course the
bBsis of merchandising goes deeper than
selling. Trustworthy goods must be
bought right and offered at fair, honest
prices. Merchandise plus service make
a good store and are essential to perma?
nent success in selling. "And the pub
Jic," to borrow the phrase of E. St.
F.lmo Lewis, "is sensitive. It goes
??here it is invited and it stays only
where it is well treated." The merch?
ant cannot reach the public personally.
In the list of selling forces are his win?
dow displays, courteous salespeople,
liberal policiej, store service and AD?
VERTISING. In the broad sense any?
thing thst attracts attention to a store
is advertising. Anything that psople
find oat about you is advertising for
you. But in the sense we are consider?
ing Advertising here, advertising is the
mean? of getting into the minds of
macy, through print, a particular mes?
sage. It is a selling force which cre?
ates and dir-cts demand. It should
never be considered apart from busi?
ness. It alone never made a perma?
nent success. It is merely th^ expres?
sion of what the store has to effer: and
every merchant who succeeds in adver?
tising understands this fact, for upon
the store itself depends the resultful
ress of all advertising. What the store
has to offer in merchandise, in price, in
policy, in service, the way a store satis
lies customers?these are the things
that differentiate the successful from
i he unsuccessful advertiser.
ADVERTISING AS A SELLING FORCE.
t is quite true that the public finds
sooner or 'ater about the merchants
he town. It is equally true, in pres
day merchandising thst the merch
j.not wait for business; be must
it. Of all the salee forces which
yet dis -overed advertising is the
effective. It reaches mor.? p-ople
? shortest timo st the lowest cost.
salesman that can s?-!l more
other. The purpose of
? jnpty ta ?ell goods
and insure good name. It does this be?
cause it helps the customer to buy. In
a word, that is the why of advertising
Now while there are few merchants
who do not spend something for adver?
tising, we rnu?i face the fact that there
are equally few who have made a care?
ful and individual business analysis
which enables them to buy advertising
space as an investment instead of an
expense and to write advertising "copy"
which is r? suit ful.
To be successful in advertising a
merchant must realize that repetition is
ne essary for response. Do not expect
the public to rush into your store in re?
sponse to one advertisement. Realize,
t >?.*, that often the customer is respond?
ing, although he will not say so.
Is it not amazing that in the purchase
of Ma goods, in the employment of his
salespe'l'l ?*, and the conduct of eve?-y
other branch of store-keeping the mer?
chant is guided by principles of good
business; hut when it comes to adver?
tising, too often, he moves blindly?
THE PRESTIGE THEORY.
Let us admit that there are merchants
who do not believe that advertising will
help theii business. Some of these mer?
chants seriously believe that the pres?
tige of their store is enough. They
will tell you that they have all the busi?
ness they want. In some cases they
have never advertised at all or tbey
have advertised only occasionally and
Every merchant must reckon with th?
persistent advertiser in his community
who is constantly taking business away
from the non-advertiser while he goet
on boastfully claiming that be does not
need to advertise. People trade with i
merchant because they like bim but thit
friendship will not prevent the purchas?
of better values elsewhere. Let us ad
mit that prestige can stand up agains
advertising for a time but its losses ar
well distinguished. The end is the en
which has overtaken many a commei
THE CHARITY THEORY.
In almost every community there i
another class of merchants which coi
aiders advertising as a favor or a cha:
ity. They feel a debt to institutions <
individuals and advertising presents
means of returning the favor. Talk I
these merchants and they will tell yc
that the reason they advertise is to be
out the local newspaper or to keep tl
trade of the local printer. The adve
tising of such merchants is persiste:
enough but it is of the "label" or ca
type. It may keep the name before
public which already knows the nan
but it sells little merchandise. Such a
verti8ing certainly does not pay. Wh
a merchant considers advertising an e
pense he usually makes it that. I
takes little or no interest in it becau
he thinks it makes no difference.
THE "NOW AND THEN" ADVERTISER.
Another class of merchants miy
classified under the heading of t
"now and-then" advertiser. Son
times they advertise because their co
petitors advertise. They have no p
ticular plan; they make no analysis I
when their competitors blaze the w
they follow reluctantly.
Othen of the "now-and-then" tj
are those who may be called the "I
sale" merchant. These advertisers :
pear about twice a year witn large i
for a week or ten days. They use
newspapers heavily. They circulai
the town and really do a tremend
business for ten days or a month. Tl
you never hear of them for six mont
They believe advertising is a good th
but they will tell you it does not pay
advertise in dull season.
THE DULL SEASON MANIA.
The merchants opens his store fil
two weeks in the year. He hires
clerks for six days in the week,
window display is before the pase
public every business day. And
when it comes to printed publicity
whole attitude some times changes
he fails to understand that adve rtii
is essentially the same only that its ]
sibilities to bring business are grei
than any of these.
When business is bad tbey quit
vertising. Someone has said, thi
what keeps business bad. The dull
son mania is practically unnecesi
three-fourths of the time. Very o
it is due to this cessation of advert?s
The spirit of the store is the store.
Merchants have been known to do
largest volume of business during
months of July and August by star
a campaign for business.
The dull season is indeed largely
aginary. Vigorous advertising o
throws every dull season theory,
clears away stocks, keeps salespe
| employed, pays bills.
Moreover, to cut out advertising
I tirely is to sever communication
! tween your business and the public.
One of the reasons for inefficient:
j advertising is the spasmodic sort.
| advertising salesman once pointed
to a merchant who advertised on
year that an engine of 1 -cat power
ning all the time is more effective
one of 40 horse power standing still
This is not idle talk when applin
advertising. The so-called adverti
graveyards are filled with those
used this tremendous power-publici
with forty horse power campaigns m
covered only a certain distance and
came to a standstill.
Msny a "1-cat power" . ?n-'paii
successful and growing, becau;
"runs all the time."
The advertising that pays biggea
turns is the result of actively devel
ideas backed by vigorous selling p
The reaction which advertising bai
on a store is worth considering. V
a merchant goes to advertise con
ently and with a determination to
with it, a lively spirit U developed \
in the store which produces more I
Of course there is waste in adve
ing. There ia waste in all fielda o:
Prof. Prescott, of the University of
Michigan, testified before the Pure
Food Committee of Congress, that the
acid of grapes held highest rank as an
article of food and he regarded the re?
sults from baking -with cream of tartar
baking powder as favorable to health.
Royal is the only Baking Powder made
from Royal Grape Cream of Tartar.
-nan endeavor. Advertising waste is
far too large a per centage cf advertis?
ing expenditure. All who advertise are
not advertised. The retailer is an ad?
vertiser when he views advertising as a
means cf presenting to the people of
his community the news of his business.
He should consider it solely as a busi?
ness proposition, not aa a charity, not
as a duty, simply because it is service
with a cash value.
- LET'S BE THANKFUL.
This is Thanksgiving day. The peo?
ple of the United States have much to
be thankful for?bountiful crops and a
market that pays well for the product
of both factory and farm. Let it be
the prayer of all today that nothing may
happen to change these fortunate con?
ditions of our country during the com?
Locally, the people of our county anc
section are highly prosperous, and only
one thing is needful to make the editors
of the local papers join in the genera
thankfulness that should be present ii
every home of the great southwest sec
tion of our state today. Do you ow<
for your paper, your advertising or you:
job printing for the past year or so? I:
so, sit down and remit for the same to
day and then you will be thankful yoi
have paid your little obligation and th?
editors will certainly be thankful also
for they need the money.
Do this, and let's all be thankful.
TRIBUTE TiT'TuNNY JIM."
It may be true that, as is often 'aid
'corporations have no souls," but cer
tainly the representatives of corpora
tions must have when they stop in th
midst of a banquet to pay a tender tri
bute to the memory of a departed frien
and member as was shown in Chi*ag
last week when three hundred member
of the American Specialty Manufactui
ing Association stood with bowed head
while "Auld Lang Syne" was played i
tribute to the memory of the late Jam?
S. Sherman, Vice President of th
United States, who belonged to the 01
ganization. As the music ceased, th
toastmaster, John A. Lee, prayed alou
in a simple sentence: "Oh, God, n
ceive unto Thyself our brother?'Sunn
Jim." Andonee again the orchesti
played softly while the banqueters san
in low voices the words of the son?,
The association was holding its annu
convention at the time of its tribute.
A BIT Of'hISTORY.
"This will be following the prece?
dent of history, or the ordering of
Providence, that has brought about,
with few exceptions, but the great
events of American history in dem?
ocratic administrations. The only
exceptions of note are the freeing
of the slaves and the establishment
of the doctrine of the indivisibility
of the Union. All of our extensions
of continental territory have taken
place when a democratic adminis?
tration was at the helm. " ?Tampa
How strangely ignorant most peep
have been. It has been the general ir
pression that Alaska and Panama are
part of continental America, but seer
ing, according to the Times, tbey arene
It was also generally thought th
Roosevelt and Johnson, in spite of tl
antics they may have cut later, we
republicans at the time these additio:
to the United States were made.
Speaking of them reminds us, thoug
that it was under a democratic admini
tration (Cleveland's second) that tl
American flag was pulled down fro
Urritory acquired under the admini
tration of a republican and, unless sig
fail, we will see the repetition of
Some people are wondering wh
President Wilson will do with Color
Bryan; others are wondering what Col
nef Bryan will do with President W
aon. It may be interesting when tl
festivitiee begin.?Philadelphia Preaa.
"With William Jennings Bryan
as his secretary of state; Louis D.
Brandies as attorney general; Wil?
liam M cAdoo as secretary of com?
merce and labor; Josephus Dsniels
as postmaster general; John Sbaf
roth as secretary of the interior;
Robert L. Henry as secretary of the
navy; William McCombs as secre?
tary of the treasury; Clarence E.
Campbell as secretary of war, and
Joseph W. Folk as secretary of ag?
riculture, Csptsin Woodrow Wilson
would have a "nine" thst the world
couldn't best."?Wise News.
Oh, well, we suppose that from a
rdemocratic standpoint, it will do; but wc
| would like to move to amend and make
! the name of the secretary of navy rest:
R. R. Henry instead of Robt. L. Henry.
| Every now snd sgain the papers re
! cord some case where an injured per
| son needs skin graft upon a wound ii
| order to ensure healing. And almos
? without any hope or wish for financia
I reward people come forward and vol
I unteer to give some of their owi
I skin for the sufferer. SucrT action
: inspired solely by s love of their felloe
j kind and for the sake of doing good
strengthens one's faith in humanity
The world is not eaten up with selfish
ness, not by a good deal. The man wh
complains that everyone is looking aft?
himself alone is altogether wide of th
It is a curious and suggestive far
iht.t the politics) attitude of the larp
city ntaiUes n>f tt.e different political pa
ti ? did not brem to influence the vote:
to any extent. Certainly not nearly f
muih as it did in former years. Tt
fact is voters think and decide for thee
selves far more than they used to. Bi
while the city press apparently failed
produce much effect, it is evident th
the rural press exercised a potent i
fluence. Probably this was becau
those papers are more closely in tou?
with the voters than is possible wi
the city dailies.
Universal regret is felt st the retir
ment of Ambassador Bryce. His su
cessful csreer as a statesman and di
lomat is another instance of the schol
making good in political life. His wo
on the "American Commonwealth" if
a classic and an authority on Americ
life and institutions, and the tactfuln?
and urbanity uniformly displayed
him during his official life in Wsshir
ton bave gained for him high fame a
The freaks of phonetic spelling
window placards frequently play smn
with the English language and the p
po8?3s, objects and meanings of the i
vertisera, but it will take someto:
genuine to beat a eign that graces
front of a Seventh street ( Washingt?
grocery with hennery annex. Tb.ii
what it says:
EVERY OTHER DAY
LAID BY OUR OWN HENRY.
And if the advertiser had though!
chickens, rsther than of hens, no do:
the eggs would have been laid by
Porto Rico's New Wonder.
From far awsy Porto Rico comes
ports of a wonderful new discovery t
is believed will vastly benefit the r,
pie. Ramon T. Marchan, of Bai
loneta, writes ''Dr. King's New 1
covery is doing splendid work here,
cured me about five times of a terr
coughs and colds, also my brother o
severe cold in his chest and more tl
20 others, who used it on my sdv
We hope this great medicine will yel
sold in every ?rug store in P.irto Ric
For throat and lung troubles it has
equal. A trial will convince you of
merit, ?i cents and $1.00. Trial bo
free. Gu?rante?*! by all dealers.
Aguinaldo Tins Up.
Another result of the election wa
reveal the whereabouts of Aguina
who attended a democratic ratifica:
meeting in Manila.-Kansas City Si
Bryan I* Tit Now Administration.
N. Y. Evening Poet.
Mr. Bryan's "lecture engagements''
in Wellington apparently include a g'x*?'
deal of private lecturing of democrat c
Congr??samen. But he is also lectur?-d
at. Much eager discussion of his rel>*
tions to the Wil-on Administr?t i' m ?
being indulged in by politicians and cor
respondents at Washington and else
where. Some of them picture him as a
Jonah. Others hail him ss a Warwick
! Pernaps there is in him a touch of eith
er. It seems to be universally agreed
that Mr. Wilson will ? ffer Bryan a po.-i
j tion in the Cabinet, presumably the
| State Department. But there are two
| opiniona about the likelihood of his ac
? ceptance. Many hold strongly to the
view that he will prefer to retain his in?
dependent position, in which he can seek
! to dictate ai d can make mischief to his
I heart's content. Others believe that
he will interpret the election as a vindi?
cation of hi-es. If, and will rather pa?
tronizingly enter Wilson's Cabinet. He
may even attempt to play Seward to
Wilson's Lincoln. But the original ex?
periment of trying to make the Secre?
tary of State superior to the President
only resulted in teaching the Secretary
h&place, and we doubt if even Mr.
Bryan's audacity would be equal to try?
ing it on a man like Woodrow Wilson.
A Great Building Falls
when its foundation is undermined, and
if the foundation of health?good digew
'ion?is attacked, quickly collapse fol?
lows. On the first signs of indigestion.
Dr King's New Life Pills should be
taken to tone the stomach and r?gul?t.*
liver, kidneys and bowels. Pleasant,
? any, safe und only 25 cents at all
A Bull Moose Opinion.
Nebraska State Journal.
The explanation of Mr. Taft and the
disastrous end of bis political career ia
not bard to find. It has been a case of
a good man in the right place at the
wrong time. Mr. Taft would have been
a popular President in a period of eco?
nomic tranquility and political regular?
ity. He would have made good in Mc?
Kinley 's time or Grant's or Garfleld's.
It was his misfortune to be President in
a time of change and of popular agita?
tion. He was of judicial mould and
could not bear the murmuring? from the
grass roots. He elected to be an organ?
ization man in a period of disorganiza?
tion. The wave he could not ace haa
simply gone over him.
Aside from his inability to keep in
touch with the times, Mr. Taft has
made a good President, As an admin?
istrator he has been independent and
progressive. Personally he has been
an example of American manhood, a
dignified courteous gentleman. When
Mr. Roosevelt picked him for the Presi?
dency it was in the expectation that
these were to be years of calm. Mr.
Roosevelt then thought that agitation
was gone and the time for a quiet
clinching of past gains at hand. He
would have picked a different favorite,
doubtless, had he known the work
ahead. That would have put Taft on
the Supreme bench, where he woulJ
have been happy and immune to puch a
reverse as he ':. ta n ?W suffered.
Only a Fire Hero
hut the crow i ? heer? d. .s with burned
hands, he held up a small r;und b'X,
"Fell ?are!" he shouted, "this BucklenV
Arni;a Salve I Hold \iha everything beat
for Lijrn.i " Right ! alsr. for Util-, ulcere
sores, pimo?es, eczema, cut, eprHi-.s,
bruiser. Sure pile cure. It subdues
intlamation, kills pain. Only 25 cents
at all dealers.
Back to Toe Farm or Starve.
The eternal cry of the world is back
to the farm, or more correctly in the
west and *>< uth, stay on the farm. We
know and regret that it is an unpleas?
ant contemplation to feed hogs and
mules at 4 a. m. and then toil "o'er
countless fields," but toiling for m
thankless clienteile in a city is none the
less unpleasant. However, the country
has its compensating features not found
in the citi? s. Wood and water and house
rent?three prime items of expense to a
city man?are free with every job or
every rental in the country. The rural
delivery and rural telephone have done
much to change the face of things and
make the country a more pleasant place
We must marvel that any ability at
all is le't in the country when we re?
alize that the best talent in all profes?
sions has been recruited from the farm
for the last fifty years. Conditions are
rapidly obtaining under which it will be
up to a large per cent of city people to
go to the farm or starve. Fifty cents
per pound for chickens, and fifty cents
per pound for butter and sixty cents
per dozen for guaranteed eggs in Chi?
cago, tell the story of a nation's hun?
ger most elcquently.
The soil and development of rural op
port unies that shame a nation call for
tact, diplomacy and leadership to re?
store the agricultural elementa to the
supremacy that waa her's before the
Civil war, and which will be here again,
or more people will go hungry.
Don't Know Tbey Have Appendicitis.
Many Tazewell people -.vho have chronic
appendiciti-t, which is n >t very painful,
have doctoretl for years for gas on the
stomach, sour alomad i or constip?t inn
John E. Jackson states if these people will
try simple buckthorn bark, glycerine, etc.,
ss cooiponnded in Alder-i-ks, the German
appendicitis remedy, tliev will be purpos?
ed at the QUICK ben. tit A SINGLK
DOSE relief es these trr ublt s INSTANTLY.
John E. Jackson, Druggist, Trxewrll, Vs.
Also rt-isonimen<!e<l by the Kichlands
Mercantil" Co.. of liiohlands, Vs.
Above all else we are for an official
recognition of the democracy of the
Ninth district in the matter uf office. ?
Washington County Journal.
This has been the attitude of the
Ninth since politics was first inventeA.
? Richmond Journal.
fl Gk# fit C j?aj
Show us the way to a?se the gocd
That comes Into our lives ee z\\ day.
The blessings, ?dimly understot?ci.
That give us cheer along th.s vray.
Give us content, with gold and i ear?
Though much or little we possess?
Let us be glad for what is here
On this, our day of thanhfu ness.
But broaden, too, the soul and n and
So that our thanKs will not oe found
By custom's rule and rote confir sd
Within this one day's narro r bound.
Let us be glad for early rain
That bids the flowers waKe and creep,
?Let us be glad for snowy plain
That holds them in their wirxter sleep.
Give us the heart to understand
The graciousness of spreadi \& trees?
The changing seasons, "wisely planned,
The storm and sunshine?all of these.
For all the brightness of the davv n.
And cheerfulness of noon aid night?
And all that joy is builded on
Give us the grace to see ar ght.
Let us remember each Kind -word
By -weight of goodly feeling blessed-?
Each gentle thing we've said or heard?
And blot from memory the "est.
Give us the grace to see and Kr.ow
The benefits along the way?
The many things that help us sc.
Let us be thanhful every de y.
HIGHEST MARKET PRICE PAID
FOR RAW FURS AND HIDES
Wool on Commlaalon. Write (or prie
litt mentioning this ad.
JOHN WHITE & CO. ?m\mZiZ.&
BULLDOG Gasol ne Engine
For Every Farm Need-\% t 12 H. P.
?on* for your Threth?ri; Mid1: ? ?nd Saw Mill, othrra
adaptad to Pumping Sa? ne. Ku<' hag Scparatora. Chuma.
etc. Th* Bull Dog fa r vrong-, c -osct engine which you
can a'jaolmely rely upon : r long, h it service.
Write today for roror . :e. dm*, iptive catalog, ahowir.g
designa and aicea fer even ,-urpoae
THE FAIRBANKS CO., BALTIMORE. MD.
BUILT BY THE MAOS OF ?,\IRBAMS SCALES.
CAROLINA, GLINCHFIELD and OHIO RAILWAY and CAROLI A, CLINliHFIELO and
OHIO RAILWAY Of SOUTH CAROLINA
THE NEW SHORT LINE BETV EEN ?
Dante, St. Paul and Speer'. Ferry, Va., Johnson City, Tenn. Altapass and Marion,
N. C, aid Spartanbarg, S. C. "CLINGHFIELD ROUTE."
EFFECTIVE nVAY 12 1912.
EASTERN STANDARD TIME
" Ft. Blsckmore, "
" Speer's Ferry, "
" Cameron, Vs.-Term.
" Kingaport, Tenn.
" Ford town, "
" Gray, "
" Johnson City "
" Unaka Springs "
Huntdale, N. C.
" Green M't'n "
" Toscane "
" Boonford "
" Sprucepine "
Arrive Altapass "
The Carolina, Clinchfield and Ohio Kail way. and the C .rolins, Clinchfield anca
Ohio Railway, of South Carolina, "Clinchfield Rout?," re* rves the right to vary
fror.i the time shown above without notice to the public
Patrons are request?. ? to apply to nearest Agent f< t definite informatioii
J. J. Campion, Chas. T. Mandi i.,
Viee-Pres. and Traffic Manager. Antat. Ge i. Passenger Agent.
f-Flag Stop Johnson City, Tenn.