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IAdvertising I Talks pi_ ?ATTRAGTIVE STORE AIDS ADVERTISING Dealer Should Make Place ci Business One People Turn to Naturally. 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 bright light. 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 er night: 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 Again? 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. Honest Advertising. 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 discredit. 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 meanor. 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, Ul rv 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 reform. "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 did." 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 another's. 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 is mad?. 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. Scrubbing Meohine. 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 be excellent. Auditor's Notice. 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. loth. Morgan's Store, Friday, Jan. fi th. Liberty Hill, Saturday, Jan. 7 th. Cleora, Monday. Jan. l!)t!;. Pleasant Lane, Tuesday, Jan. 0th. Meeting Street, Wednesday, Jan. 1st. 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 urns. 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. Dec J. R. Timmerraan, Auditor, E. C. S. C. 18, 1913. Master's Sale. State of South Carolina-County o'" Edgefield-Court fof Common Pleas. 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. 800 [ARTICLES 300 ILLUSTRA HONS Popular Mechanics Magazine "WHITTEN SO YOU CAN UNDERSTAND rr" A GREAT Continued Story of the World's "* Progress which you may begin reading at any time, and which will hold your interest forever. You are living in the best year, of the most wonderful age, of what is doubtless Mie greatest world in the universe. A resident or Mars would gladly pay Cl H?H FOR ONE YEAR'S. ?pI,UUU SUBSCRIPTION to this magaeincin order to keep informed of our progress in Engineering and Mechanics. Are you reading it? Two millions of your neighbors are, and it is the favorite maga? zine in thousands of the best American homes. It appeals to all classes-old and young-men and women. 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.' JUO PCR YEAR. KINGLE COPIES IS CENTS Tour N?wvdoalcr to show poa OM OT WRITE FOR PR EE SAMPLE COPY TODAY 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 CWMfltTlD AIUIWU SOUDID9IS0QS ?4USrA-MVMMM1.(UU 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 mechanical condition. Order Early and Avoid Car Shortage SOUTHERN STATES PHOSPHATE AND FERTILIZER COMPANY AUGUSTA, GA. 1 SAVANNAH, GA. in Planters Fertilizers 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. Manufacturers We uso only the best S. C. Phosphate, Fish Scrap, Blood Tankage, German Potash, otc. ? Send Us Your Job Work.