Newspaper Page Text
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.