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Advertising Talks ii =iS REACHING WOMEN GARMENT BUYERS j Newspaper Without Doubt the Best Medium for Dealers in Women's Apparel. There should be behind every re tail advertisement that is published a continual force to build up the prestige of the store. No matter how well an ad is written if the readers have no confidence in the advertiser the results are small. In the ladies ready to wear business, besides a repu tation for veracity every store strives to be considered an authority on style. Women like to buy at a store where she can say with pride "I bought my suit from—" she knows her friends will realize that it is correct, if that store has her confidence. The newspaper is without a doubt the best advertising medium for the ladies' clothing store, it gets where the fields Is fertile, Juto the very heart of the home, it is a constant reminder with its daily fashion hints that styles change, it takes its place with the va rious periodicals devoted to woman's dress and the live display by pictures or wording the identical goods as pic tured by these authorities. Paris and Berlin are the recognized center from which styles emulate. American made garments are almost entirely adoptions from foreign styles, the color schemes and cloths. Like artists in every other profession, their services are high priced. Thus high sums are expanded in getting the styles before the retailer—of course this expense is attached to the gar ment and we find in many instances the cost of producing a style almost as great as the cost of the material and workmanship, especially is this the case in garments were only one of a kind is shown. The woman who buys early of course pays for the styles, but she has the satisfaction of knowing that her clothes are not left over. Styles change over night, and on account of the quick changes and the dispatch wdth which goods must be handled the advertising must be of the most direct nature. Copy must be written that not only describe properly the clothes but must also appeal to the woman who buy clothes of that character. For instance the ad for a new fad or novelty that Is designed for the miss or young lady must be written in terms that will at tract these buyers. Several classes of buyers must be catered too at different times of the season. There is the woman who has a certain idea of what she wants, usu ally the newest and most extreme. There is the woman who wants cloths of good texture and in neat styles. There is the woman who is not so par ticular regarding the color, material, or cut of the garment providing it is new, but to whom the price of the garment is a big factor and there is al so the woman who looks at the price and quality only, taking style into lit tle consideration. Each of these wom en can be spoken to directly through the newspaper at the time when the proper merchandise is on hand that will appeal to them. The man who writes the ads for the ready to wear store must have a thorough knowledge of human nature, he must be a salesman, he must know how to appeal in a direct way to the woman he wants to reach, he must have a thorough knowledge of the ad vertised garments and the ability to present tAm correctly. Women are, as a rule, well posted on what Is cor rect in fabrics, colors, and styles and even a slight mistake in an ad will often prove a blow to the firm's pres tige. Personal service—the display of the same spirit by the selling force as brought out in advertisements is one of the serious problems with which the ad man must grapple. For this work to show results, patrons must receive the same courteous treat ment, which he advertises. Results of advertising from the merchant's view is judged by the volume of sales and too often results are poor because of the scant relations existing between the ad man and sales force. The American woman 1 b quick to grasp anything new. Naturally, stocks deteriorate in value very quickly and on account of the more or less deli cate nature of the fabrics or trim ming's garments become shop worn In a short time. The merchant has two motives for moving his stock quickly, he must continually show new styles to uphold his prestige and reputation as a style authorative and he must sell his goods before there is a chance of them being unfit for sale. Garments that after a reasonable time haven't been selected by the more exacting women are advertised in Buch a way as will appeal to the woman to whom a price reduction Is an inducement. To accomplish this, the advertiser has recourse to many headlines for his ads, such as "Spe cials," "Sales of Samples," "Stock Ad justing Sales," etc. Sales of this char acter are absolutely necessary to keep a stock clean and do away with ac cumulations. The merchant who does eot keep his stock clean finds at the end of the season hts working capita: and profita tied up in garments which have deteriorated to such an extent as to make It impossible to get even cost At the end of each season the up to-date merchant employs the clear ing sale as a means of disposing of all remaining garments. Cost is not taken into consideration, prices are made that will capture the woman who considers nothing but the price She is appealed to with flowing re ductions, she gets a bargain It is true —but she misses the season's wear which the woman gets who pays a legitimate price. QUALITY AND LOW PRICES Is ac Advertising Will Reach People Inter ested in Both, but Merchant Must Bs Truthful. A wise advertising man once said: The sole object of advertising for a retailer ought to be to bring people into his Btore, it the advertising does that, it's good advertising; if it doesn't do that, it isn't. Advertising which brings people to your doors has done all you could ex- i pect it to do; if you don't sell them goods when you've got them there; it's the fault of the goods or the salesmanship, don't blame the adver tising. There are many different ways of getting people into a store. It de pends on the kind of people they are, on the kind of a store it is, the sort of merchandise it offers and its serv ice. But in a general way, your advertising if it is to get them to come to your store, has to present the facts about the store and the goods which will interest them enough to bring them to you. Trade that is drawn by low prices is almost never steady, permanent trade, it goes where prices are lowest or where they seem to be lowest. The constant effort to reduce prices forces a merchant on a lower plane of qual ity, presently his standards are re duced to a point where his merchan dise in inferior, his customers pay little for the goods, but they get little for their money. Another merchant may feel that people whose trade he wants are more interested in quality; they are willing to pay a fair price if they can have the assurance of getting the value of their money. This sort of trade is generally speaking, the most desirable and the most likely to be permanent. It come to the mer chant with confidence in him and in his goodB; it continues to do that as long as that confidence is justified. Any man may be a success to a limited degree in the business world today—but to build up a permanent lasting business volume his policies must be honest, and his advertising dare only speak the truth. "Advertising Is as old as trade. Newspaper advertising in its vigorous application is a matter of the last quarter-cen tury. Even now it is little used when considered against the number in trade who employ It compared with those who do not. The city streets are lined with thousands of shops depend ent upon neighborhood trade or the casual passer-by. Yet exam ples of success in merchandising are apparent in every communi ty. The men wpo have had the courage to use the columns of the press are the ones who have made their business great."— Don C. Seitz. USES WIND TO ADVERTISE Wide-Awake Man Utilizes Fashions and Zephyrs to Attract Crowds About His Store. Keeness of observation and original ideas placed an advertising man for one of the big stores of Champaign, 111., on the road to prosperity. His salary was raised and be now gives ten cent cigara Instead of stogies to newspaper men. Being an advertising man and not a press agent he refused to allow his name to be used. Having noticed that his women's furnishing store was located on a par ticularly windy corner, where even In summer these zephyrs play unceas ingly he conceived the idea to make the gale play into his hand. He had noticed that pedestrians paused often when these winds displayed the mys teries of the slit Bkirt and the silken stocking. The feminine mysteries dis closed seemed to please the men and women alike. The next day the tbide awake ad man arranged with a score of pretty girls and handsome dames to act as models. Elaborately costumed in the latest mode, they walked to and fro around the corner advertising the wares within. Needless to say, it drew a crowd. It was said that a daintier display of half hose and rain bow hued petticoats was never seen in Paris than on this corner when the ad man brought the zephyrs to his aid. A Valuable Asset. The safest asset a manufacturer can have is a fovarable opinion of his ar ticle held by those who have tried it The more people who hold it the bet ter for the manufacturer. Such a man is to be envied; his plant may burn, his salesmen may leave, his competi tors may cut, his jobbers may desert, but none of these things can destroy the good-will toward a good article which resides in the minds of pleascf* consumera. i SAMPLE OF YOSTS BRISTLING ORATORY, m >4 pin i V, p * 'V > ii y. Fielding H. Yoet, Coach of Michigan. | If we were promoting a Chautau qua ensemble of oratory and such, we'd make an attempt to grab the address which Hurry-Up Yost deliv ered to his conquered Wolverines, says the Detroit Journal. Just as the tip was spreading, or at least trickling, to the effect that Mich igan had her greatest eleven since Heston's day, the Michigan Aggies tear Ann Arbor wide open. But being beaten by the Aggies is nothing to what the Wolverine squad drew when Yost arose to deliver a few brief and Impromptu remarks. Uniforms of as bestos would be the only guard against having at le&Bt eleven human hides scorched to a dry crisp. Here's an example, with Yost on the rostrum: "Jenkins, I want to con gratulate you on the way you played left end. It was better than anything a CAPTAIN OF WEST POINTERS £3 Captain Hoga of West Point, Who Has the Soldiers in Prime Form and Condition. Reception to Joe Bueh. With automobile horns, factory whis tles, fire bells and all other niose making devices doing their utmost, with the city streetB and station plat form blocked by thousands of fans and a band to welcome himl, Leslie (Joe) Bush, Philadelphia Athletic's pitcher, reached his home at Brainerd, Minn., from his world series triumph. Women Tennis. Mrs. G. W. Whiteman of Brookline, Mass., defeated Evelyn Sears of Bos ton in the final tennis play for the Longmont woman's cup at Boston. Uhlan Will Go to the Stud. This Is to be Uhlan's last year on the turf, the famous race horse going to the stud. Niel Snow ever showed. I'm glad you remembered my instructions to always Jump to one side when the run swung around your way. If you hadn't, the runner with the ball might have bumped into you and been jolted a bit. And then, too, you might have gotten your handkerchief dusty or broken the crystal of your wrist watch. Stick to that system and never get in the runner's way. When the co-eds get up a bean-bag team you ought to make a good substitute. "And say, Smith, your work at tackle was great. They only walked through you eighteen out of nineteen starts. I like to see a man jump out of the way of a play, for it shows he is thinking of his family. You're a wonder. As a tackle, you're the best delicatessen clerk that ever Bold a pound of cheese." COST OF SPORT IS IMMENSE Golf, "Rich Man's Game," Reaponalbls for Expenditure of $30,000,000 in the British Isles. The estimate that 250,000 golfers in the British isles spend $12,500,000 every year for caddies' ser annual expenditure of included, comes as a pointed sugges tion of the part sport may play in current costs of living. Golf, of course, is regarded as a ''rich man's game," not only because its playing calls for wide space, cost ly plants and personal attendance but also by reason of the fact that considerable leisure is required foi its practice, Bays the Cleveland Leader. Even so, golf may be played on a much more economical basis than that used as an average in the English estimate. The probability is that any golfer, no matter how modest and economical he may be in the sport, or any fol lower of tenniB, yachting, baseball, trapshooting or other amateur game —whether it be a so-called "rich man's game" or "poor man's"—would be startled by the result if he were to make an accurate count of the cost of one season's play. Money spent piecemeal in pursuit of pleasure slips away unnoticed, though in astonishing aggregate. Very likely American boys spend more than the British golfers' $30,000,000 every year on "sand lot" baseball—and baseball 1 b not consid ered an extravagant pastime. Yankee Team Made Up. The acceptance of Reginald Caug hey, a Ukiah (Cal.) High school boy of the Invitation of the Amateur Ath letic union to join the all-American track and field team which will leave San Francisco for the Antipodes on November 12, completes the organi zation. Caughey is a shot-putter. James Rosenberger of the New York Irlsh-Americans will be the sprinter on the team; R. R. Templeton of San ford university will do the hurdles, high jump, broad jump and polo vault, and James Power, the Ameri can and Canadian mile champion, will go that distance. Use for Columbia. The old cup defender Columbia probably will be requisitioned for third time as a trial boat for the American cup defender or defenders next year. There Is a possibility that Rear Commodore J. P. Morgan may be at Its wheel. Carey, Theft Artist. Max Carey of Pittsburgh leads the National league in stolen bases and runs scored. new coaches prove benefit College Conference Football Teams Show Improvement In Game—Three Striking Successes. The old adage of the cleaning prop erties of a new broom has been strik ingly illustrated thus far in the 1013 football season. With four of the nine conference colleges guided by new coaches and one of the two "big" out siders in the same position, there have been three striking successes and two ordinary showings. Illinois. Purdue and Notre Dame all have strengthened their coaching depart ments, while Northwestern and Ohio State do not seem to have suffered in the slightest from the changes made. At Wisconsin, Bill Juneau, who may be classed as a newcomer, is as sue- j cessful as the men at any of the | schools mentioned. When the season opened Robert C. | Zuppke at Illinois, Andy Smith at j Purdue, Dennis Grady at Northwest- j ern, Jack Wilce at Ohio and Jesse Harper at Notre Dame were the cen ter of attraction. Each had his ad- j mirers and his critics, but all have ! succeeded beyond the hopes even of j their greatest friends. Even Grady, although his team hat j been beaten in nearly every contest , it has played, can be classed as sue- | cessful, for Northwestern has learned | more football than in several years, j The inability of his men to carry out a at vi vc.., - his instructions does not detract from at he a a the credit due to the Purple tutor. Perhaps the most striking success of the year is the work done by "Happy" Andy Smith at Purdue. Smith succeeded in raising a second rate team into the top ranks and made the Boilermakers contenders for the conference championship for the first time in years. It has been direct ly due to Smith's work, for the mate rial at his disposal was no better than last season, when the Lafayette team was an easy victim for any high class machine that happened to oppose it. in in a that foi than fol be to cost spent slips boys lot" Results of the World's Series to Date _ Games j Year. Winners. Won. 1SS4—Providence (N. L.)..... .......... 3 1885—Chicago (N. L.)......... 1885-St. Louis (A. A.)....... 1887 Detroit (N. L.)......... 1888—New York (N. L.)..... 1889 New York (N. L.) .... 1S90— Louisville (N. L.)....... 1892—Boston (N. L.).......... 1894—New York <N. L.)....... 1895—Cleveland (N. L.)...... 1896—Baltimore (N. I,.)....... 1897 Baltimore (N. L.)...... .......... 4 1903—Boston (A. L.).......... 1905—New York (N. L.)...... 1906—Chicago (A. L.)......... 1907—Chicago (N. L.)......... 1908—Chicago (N. L.)......... 1909 Pittsburgh (N. LA...... 1916 Philadelphia (A. I,.).... 1911 Philadelphia (A. I,.).... 1912—Boston (A. L.).......... 1913—Philadelphia (A. L.).... Games Year. Losers. Won, 1884—Metropolitans (A. A.). 1885-St. Louis (A. A.)...... ...........3 1S86—Chicago (N. L.)....... ...........2 1887—St. Louis (A. A.)...... ........... 4 1888 — St. Louis (A. A.)....... ...........4 1889—Brooklyn (A. A.)...... 1890-Brooklyn (A. A.)....... 1892- Cleveland (N. LA..... 1894—Baltimore (N. I,A..... ...........0 1895—Baltimore (N. L.)..... ........... 1 1896-Clovclund (N. LA...... 1897 Boston (N. LA.......... ........... 1 1903 Pittsburgh (N. LA.... ...........3 1905 Philadelphia (A. LA.. ........... 1 1906—Chicago (N. LA........ 1908—Detroit (A. LA......... 1909—Detroit (A. LA........ 1910—Chicago (N. I,.)........ ...........i 1911 Now York (N. L.)..... 1912—New York (N. LA.... ........... 3 1913—New York (N. LA..... No series 1891. 1893. 1898 to 1902. 1904 From 1SS4 to 1890 National League ver sus American Association. Temple Cup series. 1S94 to 1897, Caug boy Ath leave on York San polo will Boston to Enlarge Grounds. The Boston Nationals have bought more space near their park and are going to have the grounds enlarged. They are going to have a longer left field foul line and a much longer right field foul line. KEELER OF WISCONSIN. a the that may the and m I s " V4< One of the Most Clever Playere on the Badger Team. Keeltr's Regular Position Is at Right Guard. Matty in Checker Game. Fielder Jones wants to play Christy Mathewson a series of games ol checkers for the championship. Mat ty claims the title and Joues dir It HOME TOWI HELENS MODEL HOUSES; SMÀLL COSt Idea Evolved In New York That Seems to Have Tremendous Possibilities. Homos that workingmen can pur* chase at a total cost of 83 cents a daÿ are about to be built in Queens, sayd the New York Sun. Plans for 150 sucB buildings have been prepared and for them there are already 600 applicants. The idea is that of Dr. Joseph Caeca vajo, a civil engineer and authority on housing problems, who has the co-op> eration of several of the large indus» trial concerns recently located in Long Island City. The scheme is not a philanthropic one, but has for its object the making of profits while sup plying workingmen with livable homes at low cost. Doctor Caccavajo, discussing the scheme, said that he proposes to con struct two-story brick, stone or hollow tile houses of the type familiarly! known as Philadelphia bouses, con» taining six room8 and ba th, which the . wage earner can purchase on the same basis as though he were paying rent. These houses will be far superior td the best types of England, Belgium j rm Eft) PI M "Y.: Za- r.—_ and Germany, where so much thought has been given to the proper housing of file workingmen. Cottages will rango in price to meet the incomes of purchasers and it will be possible for workingmen to buy homes for a pried as low as 68 cents a day. which with taxes, water and fire insurance, will bring the total cost up to S3 cents. The only conditions to be exacted aro that those purchasing the housed shall be of good moral character; that they have been steadily employed for a period of not less than five years; that their present employers recom mend them as men or women who can be depended upon to meet their oblo gâtions; that there shall be at least one, and preferably more children td each family and that the general health of the members of the family shall be good. The first group of buildings will bu built in Long Island City, where tha growth of industrial plants has ere» ated a demand for homes for workers* That group will contain about 15$ houses. They will be one family houses with at least three bedrooms, 4 living room, kitciien and hath. Tha (cheaper houses will be built in rowd and the more expensive will be of tha semi-detached type, with gardens on three sides. ♦BEAUTY OF SMALL PARKS Well for Growing Cities to Make Pro* vision for This Necessity of the Future. In cities the range of vision seldom ascends beyond the first story of the buildings aligning our streets. It is therefore evident that many people, if confined night and day to commercial centers, would not see even the little smack of nature afforded by a study of or casual look at the sky. We must, then, create natural scenery in the city or at least reproduce nature as far as lies in our power when circum scribed by the demands of traffic and Influences, must be forced upon other wise purely artificial city scenes. This is possible only through small neigh borhood parks, street trees and planted parkings,.no matter how nar row and ribbon-like the latter may be. on Municipal Art Not Crochet Work. Raymond Unwin, the greatest of English architect-town planners, hasn't much time for a formerly com mon conception of civic art. He says: "So long as art is regarded as a trimming, a species of crocket work to be stitched in ever-increasing quan tities to the garments of life, it is vain to expect its true importance to be rec I Dgnized. Civic art is too often under j stood to consist of filling our streets I with marble fountains, dotting our squares with groups of statuary, twin ing our lampposts with wriggling acanthus leaves or dolphin's tails, and •ur buildings with meaningless bunch es of fruit and flowers tied up with im. possible stone ribbons." ol City to Honor Designers. In order to honor suitably the mean ory of Frederick Law Olmsted, tha elder, and Calvert Vaux, who designed Central park, the New York City club Is fostering a movement to erect g monument to them and their work.