Newspaper Page Text
Dealer Should Make Place ci
Business One People Turn
One of tbe corners a few blocks
from our factory is especially well
lighted, says an observant manufactur
ier. It has a large electric arc light
and one of those small gas street
lamps. Ii you were to walk by there
any of these warm summer nights.
;you couldn't help but notice the Hying
army of electric light beetles and oili
er insects that are attracted by the
Hut they all keep near the big arc
.light, although now and then a couple
.of big hard-shelled beetles will fly
.down around the small lamp post.
They never seem satisfied, however,
?with its flickering, so in a very little
?while always buzz back to the strong
:g-ow of the arc. They just naturally
?stick around it, not because they do a
Hot of thinking, but because its bright
ness attracts them.
Here's a thought that occurred to
me when passing that corner the oth
The dealer who will irake his store
so attractive that people naturally
turn to it as THE place of town, where
things are always reliable and where
they will be never disappointed, that
dealer will draw trade from his more
^nifties* competitors as surely as '.he
'big arc light attracts the Insects from
'the lam?) post's flicker.
And do you know the best way on
?earth to make your store most attrac
tive? Cv cd advertising Is the answer
.with em?.:)asis on the "good." To be
good, advertising must be truthful, so
:lf you advertise to impress people
with the fact that they are welcome in
.your store and that you are offering
^excellent values, then your store must
really be a^ractlve, speaking a wel
come at all t' "?es, and your stock must
really be as line as you say lt Is.
If your store can't stand for good
advertising now, fix things up and
;then go at th advertising strong. Use
?newspaper spure systematically, with
(new copy for each ad. Always have
a good window display and change
.them as frequently as possible.
Then when people get into your
.store, where th? y are made to feel
'welcome and at home, don't you think
[they will be glad to buy, and to come
Good advertising does pay-Im
mensely! Years ago many a raer
.chant was a good advertiser, but didn't
know it. His personality, his methods
*>f doing business and his store were
this advertising mediums.
Now we are living in the second
.decade of the busy twentieth century,
and we've got to do our advertising
?like everything -.-Ise, in an up-to-date
|way If we expecc to keep in the race.
Develop then, all the good points of
the old time merchant and add to
|them the printer's-ick-sort-of-adver
itlsing. which would have made the old
?timer so much more successful, and
;without which thc modern merchant
:cannot arrive at his best.
It requires nothing rn^re or less
?than the application of the little les
ion we have learned from the arc
flight and the lamp post: The biggest.
? brightest and most attractive com
|pels interest and holds the crowds.
Human Mote Pays. f
The medium being right, the J>
most common source of failure ?
in newspaper advertising is the $
lack of human element in the %
copy. Too many advertisers
walk on stilts when they get
|5 into print.
lt is the human note that
pays. The man who makes his
"ads" Interesting, and puts them
In an influential newspaper,
never lacks readers and always
gets satisfactory returns.
The only advertising that pays is
honest advertising. This principle is
?iso well understood by business men
^oday, that most of the advertising
done in the columns of the reputable
newspapers is honest. Occasionally,
however, an unscrupulous man thinks
he can deceive his customers and get
.away with it. Any temporary success
.that he may have is at the expense of
the honest advertiser and of the pub
lication whose columns he helps to
To nut the dishonest advertiser out
-of business ls the aim of all reputable
.advertisers and publications. Print
er's Ink has been conducting a cam
paign for legislation against dishon
est advertising. This winter two
states, Ohio and Minnesota, have en
acted the law which Printer's Ink
had drafted. This law provides that
the person or finn responsible for "un
true, deceptive or misleading adver
tising" shall be guilty of a misde
Some Pertinent Points, j
Your advertising should be j
your least expensive and most [.
efficient salesman; unless it j]
measures up to this standard [J
there Is something wrong-In- Q
vest I gate. Q
Every merchant or manufac- fr
turer should remember that the fr,
people who buy the goods have Dj
acquired the habit of looking In ft
the papers for information con- fr;
cerning them. fr.
pj The time to stop advertising fr
pJ ls when you want to stop doing fr
ru business. fr.
rO Information ls r. nood Ingre- fr
rO dient of an ac f*is- nen* fri
ru An advertiser. -- 'd fr,
rd otherwise be excelle.. ...i .
QJ N. G. whatever because .. . :'<s fri
Kj a fo!low-up. lr
Q| Desire to possess comes only .
[?J after the awakening of interest. bj
Q| There have been few failures jg
Dj that could justly be charged to h
ft advertising. h
Pj Publicity is a sales aid-noth- j?
[jj ing more, nothing lesa.
DOCTOR WOULD ADVERTISE
Eut Couldn't Get Business If He Did,
Because of Existing Pr 3 judi OS?
S sys Tsft's Physician.
"If 1 thought I could do more busi
ness by advertising, I would begin to
morrow." was the startling assertion
of Dr. Charles E. Barker, four years
physician to President Taft, to the
Denver Advertising club. " 9
The White House physician had all
the best of an argument which had
been started by the advertising men
to demonstrate that the time-honored
antipathy of medical men to advertis
ing is a hoax and should meet with
"But I wouldn't get the business ii
I did advertise," was the next new
Idea promulgated by Barker. '1 be
lieve that most people would say,
'That fellow likes to blow about him
self,' and they'd go to some other phy
sician. Advertising might 'get the
business' for a dry goods store, but lt
would never do for a doctor."
"You're the first doctor I ever heard
tell the truth as to why he did not
advertise," declared Ben B. Laska, at
torney for medical advertisers in sev
eral cases brought against them in
the courts of this city 'and county.
"They all pretend ..hat it's because
they're ultra-pure, but I've known for
a long time that it was really because
lt wouldn't do them any good if they
These interesting statements form
ed part of an open discussion conduct
ed by the club on the old question,
"Should a Physician Advertise?" It
was the general opinion of those pres
ent that the old idea of professional
ethics preventing a physician from ad
vertising his practice will be over
come in time if the organized advertis
ing clubs of the country continue their
present agitation for honest advertis
ing as' a means of upholding their own
profession. Not many vears ago banka
i'd not advertise. Now, however, some
of the best advertising in the country
is done by banking houses.
P. D. Whitaker took the stand that
physicians should not be urged to ad
-ertlse until the advertising men had
cleaned house to rid the columns ol
publications from the objectionable
advertising now running.
One Price To All.
In spite of everything a merchant
can do there will be some of his pa
trons who believe that they can gel;
reductions in price if they go after
them hard enough.
Every time a price ls ?ut for one of
these gentlemen an injury is done the
merchant, his store' and his other cus
tomers. The merchant's moral nature
is weakened, so that he is an easier
victim next time; the reputation of
the store for fair dealing is impaired,
because these favored customers will
talk and if one man gets a better price
than his neighbors, they have been in
jured by just that difference in price,
for one man's dollar is just as good as
A reputation of having one price
to all is worth a great deal to any re
tail merchant, not only in profits but
also In being free from the nuisance
of having to go through a long "hag
gle" every tim? a considerable sale
Whenever you refuse to cut a price
you make the customer less likely to
ask for a conncesslon thereafter and
you increase the respect In which he
holds you. That respect ls worth dol
lars and cents.
Business Started by "Want Ad."
Ti: . "want ad" pages have forced
mai:; men into business for them
selvt . One man determined to sell
the family horse. He put a sign on
the I 'it gate and told all his friends,
but s' '1 no eale. As a last resort he
put an ad in the paper and sold the
horse . : his own price. The man
was so surprised at this result and
attract, il by the plan that he bought
another horse and sold it and is today
an extei. ive horse dealer.
There hus been perfected a scrub
bing mac : ?ne which looks much like
the ordinary carpet sweeper. The
hooded par! is a small tank which can
be filled with scalding water, and uses
automatically the inside mop, BO that
when the d Mee is pushed across the
floor it actually scrubs and wipes up
the kitchen. For rough floors, por
ches and cement surfaces, it is said to
All persons owniag property of
ny kind whatsoever, or in any
.apaeity, as husband, guardian, ex
cutor, administrator or trustees,
are required to make returns of the
same to the Auditor ander oath
vithin the time mentioned below
.nd the Auditoris required by law
o add a penalty of 50 per cent to
ill property that is not returned on
r before the 20th day of Februa
ry i ri any year.
All male citizens between the
I ages of 31 and GO years, exempted by
aw, are deemed taxable polls. The
if ty per cent penalty will be added
for failure to make returns.
For the convenience of tax pay
1 or my representative, will bc
it :". . following appointed placo
'Pu.cdi?i-s mentioned to receive
lu.-, r ? .' i.>.
Kop . u\? ..'"..Jan. 7th.
Mei'iwetii 'I hur.>day Jan. 8th.
, Collier, Frida.., ...:.<. 0th.
Ked Hill, Saturday Jan. loth
Clark's Hill, Monday Jan.'12th.
Modoc. Tuesday, Jan. 13th.
Parksvi'le, Wednesday, 14th.
I'lum Branch, Thursday, Jan.
Morgan's Store, Friday, Jan.
Liberty Hill, Saturday, Jan.
Cleora, Monday. Jan. l!)t!;.
Pleasant Lane, Tuesday, Jan.
Meeting Street, Wednesday, Jan.
Johnstons, Thursday, Jan. 22nd.
Herin Store, Friday Jan. 23.
Trenton, Saturday, Jan. 24th.
All real estate, must be returned
his year. Taxpayers will please
ear this in mind and make fuli re
The office will he open to receive
eturns from the first day of Jan.
ill the 20t!i day of Feb. as pre
cribed by law.
J. R. Timmerraan,
Auditor, E. C. S. C.
State of South Carolina-County
o'" Edgefield-Court fof Common
Mrs. Mary K Barr, et al, Plain
iffs against Jessie Rishton, et al.
Pursuant to the decree in this
tause, I will sell at public outcry to
he highest bidder before the court
louse, town of Edgefield and state
?. South Carolina, on sales day in
February 1914, the same being the
?nd day of said month the follow-1
ng described realty to wit:
"Two tracts of land as follows:
One tract containing two hundred
m 1 ninety acres more or le?s, sit
?ate and being in Edgefield and
Saluda counties in the state of South
''arolina and known as the Elsmore
md Bush land, and bounded by
andi of James Satcher, A M Mitch
II and Burrell Nicholson; and the
.iher tract of land contains one
Hundred and fifty-one acres more
.r less, situate in Edgefield county,
tate of South Carolina, and known
ts the Snipes land, and bounded by
ands of E L Yonce, Wm. Hare,
lames Temple and others."
Terms of sale cash. Purchaser to
pay for papers. If purchaser does
not comply with the terms of sale
within one hour after sale, I will
resell same at former purchaser's
risk, unless satisfactory arrange
ments can be made with plaintiff's]
attorney and the Master.
S. M. Smith,
Master E. C. S. C.
"WHITTEN SO YOU CAN UNDERSTAND rr"
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Are you reading it? Two millions of your
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Tho "Shop No toa" Department (30 pages)
pi TOS easy ways to do things-bow to moko
useful articles tor borne and shop, remire, etc.
" Amateur Heohanics "(10 popes ) tells bowto
make Mission furniture, wireless outfits, boats
engines, magic, and aU the things a boy loves.'
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POPULAR MECHANICS CO.
3X8 W. WMhlagtoa St, CHICAGO
To Cure a Cold in One Day
Take LAXATIVE BROMO Quinine. It stops the
Cough and Headache and works off the Cold.
Druggists refund money if it fails to cn rc
E. W. GROVE'S signature on each bos. 25c
Two Large Furniture Stores
We invite our Edgefield friends when ir. Augusta to c;ill at either our two large
stores-down-town store. No. ]3ro:i<? and uu-town store No. I.J; 6 Broad. We
carry a large assortment of furniture and house furnishings at holli st" . >. At the up
town store we also carry a tull stock ot farmers''hardware. Call tos : us when in
need ot anything.in this line.
We can sell you bedroom suits, wat drones, china closets, tables, :!i ii rs, rockers
mattresses, iron or enameled beds, tugs, art squares, pictures, toilet a> . shades, etc.
just as chea as thev can be bought anywhere in the country. We bu- irr.ct from the
lactoriics in large quantities and are in a position to m:tke very -close ; . hes. Come to
see us wlieti in Augusta. Mr. Wyatt H. Hammond of Colliers sectic ;? an be found at
our up-town store.
E. M. ANDREWS FURNITURE COMPANY
972 Broad, Phone 445. 128Q Brunel, Phone 2311
WE POINT WITH PRIDE
TO OUR S. S. BRANDS OF FERTILIZER AND THE PROMI
NENT PART THEY HAVE PLAYED, YEAR AFTER YEAR, IN INSUR
ING CROP SUCCESS FOR THE THOUSANDS OF GEORGIA AND SOUTH
CAROLINA FARMERS. KNOWING THE NECESSITY FOR FEEDING
THE PLANT FROM START TO FINISH WE COMBINE IN OUR MIXTURES SEVERAL
SOURCES OF AMMONIA (NITROGEN) WHICH WILL RELEASE THIS ELEMENT, FROM
TIME TO TIME, SO THAT YOUR CROP IS NEITHER OVERFED NOR STARVED.
WE DO NOT USE NITRATE OF SODA
In our fertilizers for cotton and corn. It is not the proper ammonia te. It is too i;uickly exhausted
and should only be used as a top dresser and for truck. We use
FISH, BLOOD AND OTHER ANIMAL AMMONIATES
Mainly, as sources of ammonia, knowing them to be the best plant food. We also furnish cotton seed
meal mixtures. If your dealer can not supply you with S. S. goods write us, direct. Free money
purse and fertilizer booklet on request. We guarantee all our goods to drill freely and to be in A-l
Order Early and Avoid Car Shortage
SOUTHERN STATES PHOSPHATE AND FERTILIZER COMPANY
AUGUSTA, GA. 1 SAVANNAH, GA.
Make Greater Yields and Profits for Farmers
Produces Urger crops-enriches the soil-makes it
more productive for future crops.
Farmers cannot be too careful in selecting their fertilizers. They ihould insist that Phosphoric
Acid, Ammonia, and Potash are in such form that it is soluble and available at r.l! times. Upon
these three ingredients depend the life and size of your crops.
Planters "Cotton and Truck Fertilizer".7-5-5
Planters "Soluble Guano".8-3-3
Planters "Standard Fertilizer".9-2-2
Planters "Special Cotton Fertilizer".84-4
Your soil needs-Planters Fertilizers. Ask our agert or write us for infonnadoa and rices.
See that our trade-mark in on every bag-it's our guarantee-refuse inferior brands.
PLANTERS FERTILIZER & PHOSPHATE CO.. Charlean, S. C.
We uso only the best S. C. Phosphate, Fish Scrap, Blood Tankage, German Potash, otc.
Send Us Your Job Work.