Newspaper Page Text
KauaiJ
represents the
country
of the future,
Tim
Garden Island
represents
Kauai.
ESTABLISHED 1904. VOL 9. NO. 45,
LIHUE, TERRITORY OF HAWAII. TUESDAY. NOVEMBER 5, 1912,
SUBSCRIPTION RATES, $2.50 PER YEAR 5 CENTS PER COPY
r
BUSINESS MAN
AT AD CLU
L M c s i c k An Experienced
Newspaper Man Speaks Be
fore Interested Audience.
CALLS IT BUSINESS NEWS
Deals in Plain Talk on Plain
Oty, and advocates Artistic
Display Ads.
, The following very interesting
Speech was made by L.' Mesick,
superintendent of the Hawaiian
Gazette Co's. big job department
at a recent meetijigof the members
of the ad club in Honolulu:
"It was with considerable
temerity that I accepted an invita
tion to tead a paper before this
club on the subject of "f hePrinter's
Side of Setting Up Ads.' At first
glance it seems an easy subject to
handle; but on second thought, I
don't see how I can approach it
understandingly without going
back of the printer without start
ing with the cause for which the
printer is merely a means to the
effect.
"The object of all advertising is
to draw favorable attention tosome
thing to enlist the interest and
sympathy of the people ac
quisitiveness, in short. We all
need the money. If metaphysicians
will overlook my trespassing upon
their preserves, there is a psy
chological moment in which to ad
vert ise and a best dr most effective
wtV'in which to do it. Of late
years business people understand
the science of advertising much
better than formerly, and so much
less money and effort is misdirect
ed. An advertisement, v;d of the
mark, would be adisplay of blankets
and woolen clothing in very hot
weather. These palicularr goods
would not be needed at the time
and possibly never would he if the
weather continued sultry. lint a
powder or a lotion guaranteed to
relieve prickly heat; cooling drinks,
refreshing baths, clothing that, be
ing scientifically constructed, i s
warranted to cool, not heat, the
body these things put before the
people when they are sweltering
would find eager takers at fair
prices. People generally want what
they want when they want it. The
merchant who puts forth in his
windows and in his newspaper
space the things that the people
need and crave at the time, has the
lead of those who do not recognize
V&is psychological moment.
'J Bargain Hunters.
"A noticeable per cent of the
people are bargain hunters. The
psychological moment t o reach
these people is not so much when
the goods are most needed, al
though the offerings should b e
timely, as when an array of tempt
ing prices can be offered.
Business News.
"The advertising columns of a
newspaper should be bright, snappv
in phraseology, fresh. They fur
nish the business news of the
community, and are a sure guide
to strangers as to what conditions
they will find in that community
when they go there. Advertise
ments should be changed often
the oftener the better. This is an
expense, of course, but it is war
ranted by results. A merchant I
knew in California made a liberal
appropriation for newspaper adver
tising, his specialty being readers,
always something fresh to say. He
told me of an incident that came to
'his notice in the lake region of the
Middle West. A storekeeper ad
vertised in the community weekly ,
'A fresh stock of dry goods, hard
ware and groceries just received by
the schooner Alice.' At the time
my merchant noticed thisadvertise
meut, the schooner named hadbeeu
at the bottom of the lake for twelve
years and the country merchant's
advertisement had never been
changed in all that time.
"The point I have tried to lead
up to is that the written advertise
ment placed in the printer's hands
should contain timely business
news, something that may be
featured. An advertisement written
and displayed in one tone is not
appealing in these days of high
specializing. If the point in the
ELEELE HA
EW
TWEE
Newly Discovered Pitcher ('Sur
prises the Natives" With His
Wonderful Work in the Box.
LIHUE'S POLITICAL MEET
With Brass Band and Oratorical
Display, Pleasant Evening Was
SpentMahlums Entertain.
El,tjki.k, Nov. 4. One of the
most exciting ball games ever
played on the local field was played
here Sunday, when Kauai Rail
ways defeated the big Hleele' to
the tune of 12 to 10 in an eleven
inning game. The little youngster
who pitched for the winners did
heady work, notwithstanding h e
is young and "small for his size."
The umpire would shout "strike
three, batter out," and one could
not help but look on with amaze
ment. A large and enthusiastic
audience greeted the players who
played with a snap ang ginger from
start to finish.
Politics In Lihue
Last Friday night was political
night for Lihue. About three score
or more, more or less interested
politicans gathered at the city hall
where they were interestingly en
tertained by oratorical fireworks
and sweet strains of the Lihue
baud. Director Joe Souza and his
boys occupied the stage and added
a touch of the real old-time politi
cal feature to the occasion, render
ing appropriate airs which were
very much appreciated. The speak
ers acquitted themselves with cre
ditas they always do and on
the whole, it was said to be one of
the best meetings of the campaign.
Mahlums Entertain
The home of Mr. and Mrs. Mah
lum of Waimea was the scene of
mirth and joy last Saturday even
ing when a host of young people
were entertained at a masked ball.
Many splendid costums were worn,
and the terpischoiean artists en
joyed the hospitality o f their
charming hosts to the limit, being
loathe to depart until the wee
hours of the morning.
Harry Vincent, of Honolulu and
who will be remembered as having
relieved Operator Haggcmanu at
the local wireless station during
the latter's vacation has arrived,
and will be placed in charge of the
new station when put in readiness.
written advertisement to be featur
ed is indicated, or pointed out to
the printer, it would be just as
well; if it is not indicated, but still
is there, I believe the advertise
ment compositor in these days will
be able to discover it. I say this
because the printer is not a mere
mechanical automation, but it is
generally a man of intelligence,
who gathers new ideas easily and
rapidly, and, if necessity, is of an
artistic temperament. His work
often fails to be ideal from my
standard, but the fault is not al
ways the printer's often he is but
obeying some higher authority.
Artistic Display.
"In displaying ads there should
be decided contrast, the things to
be featured brought out sharply,
in contradistinction to the remain
ing matter which may be regarded
as explanatory. This is designed
to make an instant impression up
on the mind of the reader of the
gist of the ad. First impressions
count.
"The free use of extraneous orna
mentation in ad setting is not in
good taste. Neither a r e large,
glaring borders. A well balanced
Continued on pageG.
ELECTION OAI
OF THE PAST
All is Over and the County Will
Once More Resume its Nor
mal Form.
GARDEN ISLAND I S FIRST
Special Wireless and Telephone
Service' Gave This Paper
Lead Pver all Competitors.
The election "has came" and
gone, and for a few moments, we
feel it our duty to fling aside our
mail of modesty long enough to
say to the public that Tub Gar
mix Island is the first newspaper
in the Territoiy to place a com
plete report of the results of the
election before its' readers. By
special wireless arrangement, and
an all night reporting service, we
were enabled to secure returns of
the mainland election as rapidly
as. they were reported, and through,
the courtesy of the members of the
local Republican Club, we were
provided with local election re
turns. We wish to heartily think
all who assisted in any way what
soever rn furnishing us with every
possible means to get the news be
fore our readers so promptly. The
papers will leave The Gardijn
Island office for all parts of the
island as soon as the last returns
are counted, and the extra force
which will be waiting for the -copy
can be given a chance to set it up.
The full report as nearly correct
as is possible to give under the
circumstances will be found on a
separate page in this issue, the
idea in having it appear so, being
a matter of convenience to any one
who might desire to retain it
for future reference.
Mrs.Mora gne's Party
One of the most enjoyable affairs
of the week was given Saturday
evening by Mrs. Moragne. The
evening was devoted to music, the
performers being Miss Day, who
is an accomplished musician, assist
ed by Messrs. de Lacy and Palmer.
After the musicale the guests sat
down to a delicious spread. Those
present were: The Misses. Ayer,
Miss Mclntrye, Miss Day, Miss
Mumford, Miss Witt, Mr. de Lacy,
Mr. and Mrs. Palmer, Mr. and
Mrs. K. C. Hopper, and Mr. and
Mrs. Moragne.
The Baldwin Dance
A social function o f unusual
pleasure was the dinner and dance
given by Mr. and Mrs. Ben Bald
win at their beautiful Makaweli
home to the Makaweli young
people on the evening of October
25.
The regular November term of
the Circuit Court of the Fifth
Circuit convenes to-morrow.
The absence of any crimal case
on the docket, did away with the
necessity of calling a grand jury,
thus enabling the Court to get
down to business at once.
..
Mrs. Ben Baldwin entertained
at dinner Saturday evening.
Sperry flour t h e best
where, the bakers declare.
cvery
tf. Miss Lucas of Honolulu, is
the
guest of Mrs. W. H. Rice, Jr.
We believe in Sperry Flour
every day and every hour. tf.
Kvery child writing a letter to
Santa Clans, addressing it to
Wai.i. Nichols Company, Hono
lulu, giving their Post Office
address, will b e remembered at
Christmas time. Don't forget.
Sperry flour Best on the coast
is the housewife's boast. tf.
GARDEN
WEETENS
JAPAN
More Than a Million Buzzy Bees
Are Sent to Japan To Im
prove Home Product.
VISITING PUBLIC SCHOOLS
Mrs. Govca, Prominent Portuguese
Hanamaulu Resident Passe s
Away-Fassoth Dinner.
The Garden Island Honey Co.,
has shipped the largest consign
ment of bees ever been known to
leave the Territory at one time.
They recently shipped four hundred
hives, containing five-frame
colonies each, orabout 20,000 bees
per box. This extraordinary ship
mcntwas consigned to Nagasaki,
Japan and the sweet builders are
of the big Italian variety. The
Japanese hope to successfully re
place the small native, unprolific
bee.
If the Garden Island honey bee
is a s progressive as the Kauaian
usually is, it would be best for the
ship's officers to be mighty careful
and sure of their courtesy toward
the little Kauai-Italianos.
Visiting Public Schools
Within the last few weeks the
Hanamaulu school has entertained
several of our prominent business
men amongwlibin were Supervisor
H. D. Wishard and Judge Lyle A.
Dickey. That such prominent
men should interest themselves in
our public school affairs sufficient
ly to visit them, indicates that at
last the public schools are about to
receive the attention due them and
from the right element, too. Other
business men and especially the
parents of school children, should
follow this example. Kvery parent
should become acquainted with the
teacher of his child. Too many
parents are satisfied with the re
port of the "new teacher," which
is usually grven by their offspring
many cases in which matters are
largely exagerated. Parents and
friends, you are welconuJ at any of
our public schools. Come as a
grouchy critic if you "must, but be
sure and visit the boys and girls in
school. They need your presence to
encourage them, so please meet
them half way, see their little
hearts beat like a trip-hammer and
their little eyes sparkle, when they
behold mama or papa paying a
visit to school.
Mrs. Govea Dies
The death of Mrs. Ignacio Go
vea, a well known Portuguese re
sident of Hanamaulu occurred at
6 a. m. yesterday, death being
due to stomach trouble, and en
suing after a lingering illness.
Deceased was 45 years of age and
a devout member o f the local
Catholic church. A husband and
four children, all of whom, with
the exception of a son Joe who
resides in Honolulu, were at her!
betljide, when she passed away,
are left tQ. mourn her loss. The
funeral was held at 5:30 p. m. in
the Kapaia Catholic Church, Rev.
Father Hermann conducting the
services after which the remains
were gently lowered into their
last resting place.
The entire community attended
the funeral, the pocession being
headed by a hundred or more little
children, followed b y the pall
bearers. The Lihue band, t h e
music of which rendered a pleas
ing solemnity to the occasion, was
also in attendance.
Pleasant Dinner Party
Waimua, Nov. 4. The hospi
table home ot Mrs. Fassoth was
the scelie of delight last Saturday,
when the charming hostess enter
tained the young people at dinner
places being arranged for fourteen.
LS POST
JUNE 1, 1013
r
Rate of One Cent Per Ounce Will
be Made. Parcels Seventy-two
Inches in Length May be Sent'.
ALL TERRITORIES INCLUDED
Some Interesting Waimea Notes
N e w Teacher Arrives For
Waimea School.
The parcels post law which will
go into effect June 1, 1913, pro
vides that hereafter fourth class
mail matter including farm and
factory products not now embrac
ed in either the first, second or
third class, not exceeding eleveif
pounds in weight nor greater in
size than seventy-two inches in
length and girth combined, and
not of a character perishable with
in a period reasonably required
for transportation and delivery.
The United States and its terri
tories, including Alaska, but ex
cepting the Philippines, is to be
divided into eight postal zones,
which are to be worked out by
experts.
The rate on foutth class matter
weighing not more than four
ounces is to be one cent for each
ounce oi fraction and on matter
in excess of four ounces weight
the rate is to be by the pound,
the postage in all cases is to be
prepare'd b y distinctive postage
stamps. Rates are fixed as follows
for rural rente or city delivery:
On all parcels most matter mail
ed at the postoffice from which a
rural route starts, for delivery on
such route, or mailed at any point
on sucn route lor delivery at any
other point thereon or at the office
from which the route starts, or on
any rural route starting therefrom,
and on all matter mailed at a city
carrier office or at any point with
in its delivery limits for delivery
by carriers from that office, or at
any office for local delivery, five
cents for the first pound or fraction
of a pound and one cent for each
additional pound or fraction of a
pound.
..
WAIMEA NEWS NOTES
A Filipino stabbed another Fi
lipino at the Waimea mill camp.
Lester Robinson nearly cut off
two of his toes with a sharp ax.
Axall Blackstad fell from his
horse and broke his arm.
Miss Mabel Gilbert of Honolulu
stayed from Wednesday to Satur
day in Waimea. She made her
trip for her health and found old
friends in Waimea who were de
lighted to see her.
Miss Louise Dean of Arlington
Mass., arrived on the Kinau to
teach in Waimea school. Mr. and
Mrs. Brown have a warm welcome
for Miss Dean as they have many
mutual friends in Mass. She
will teach one of the Third
Grades.
Mr. Hjorth and his daughters
will be greatly missed in Waimea.
Misses Klsie and Gerd left last
Saturday and Mr. Hjorth will
follow them next week.
The Lihue Klcctric Co., is con
structing a sub-station for their
lighting plant at the top of the
Kapaia hill near the' Korean
church.
Harry Waldron of the Honolu
lu Iron Works returned to Hono
lulu Saturday on the Kinau.
Dr. Derby returned to Honolulu
Saturday, that he might exercise
his right to cast a ballot. He will
I return to Kauai next week.
NEW WIRELESS
PLANT OPENS
The Most Up-to-the Minute Plant
in Existence, Being Equipped
With Latest Instruments.
RADIUS 0 F 1000 MILES
Opens in Time to Receive Elec
tion Returns From Frisco, Giv
ing all Night Service.
Engineer L. W. Branch of the
Mutual Telephone Co's.. Wireless
Telegraph Department was wear
ing a broad smile yesterday morn
ing. When asked why he appeared
so happy. We were informed that
the first wireless telegram had been
sent and received at the new station
at Lihue, which Mr. Branch has
just completed for his company.
The w o r k of installation was
completed Saturday afternoon and
Sunday morning the instruments
were tuned and adjusted to the
highest pitch of efficiency. Sun
day evening promptly a t ciirht
thirty o'clock"the generators were
started up and the call "Hu"
"Hu" "Hu" (which is the call of
the Kahuku station on Oahu) was
given, and as quick as thought the
operator a t Kahuku came back
with the glad news that he heard
the Lihue Station and that the
signals came loud and strong. Mr.
Branch then sent a telegram to
Manager J..A. Balch in Honolulu..
informing liim that.the new station
was ready for business. In lessthah
fifteen minutes Mr. Branch re
ceived an answer and congratula
tory message from Manager Balch.
Thus a wireless station that the
people of Kauai can feel proud to
havj at their service was placed in
commission, and in a few davs the
old station at Nawiliwili will be
dismantled and all the wireless
business will be handled from the
Lihue station.
The n e w station is of three
Kilowatt capacity with a transmis
sion radius of about 1000 miles and
a receiving radius of about 2000
miles. The instruments are all the
very latest production of Marconi's
factory and every piece of material
that was used in the construction
of the station is of the very latest
and best that could be obtained.
At the present time the power
will be generated at the station by
a gasolene power plant, but as soon
as the new power plant is com
pleted at Lihue, electric current
will be purchased from the local
concern.
Many people may be interested
to know that there is not a wireless
telegraph station west of the Rocky
Mountains that is as up to date
and complete in every way as the
station at Lihue, and all those who
feel interested will be gladly shown
through the whole plant at any
time and visitors are always wel
come. The station will b e open all
night tonight to receive the local
and mainland election returns.
Mr. H. Vicent will be the
operator in charge of the station,
and as soon as the work of dis
manteling the old Nawiliwili sta
tion is finished Mr. Branch will
go immediately to Lahaiua Maui,
where he will install a plant simi
lar to the one here.
Supervisor H. II. Brodie paid
his respects to our schools yester
day and will return to-morrow.
He was accompanied by Mrs.
Brodie. This is Mrs. Brodie's first
trip to this side of the island siuce
her return from the coast and her
many friends hope to see her more
often in the future.
