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TUB WEEKLY HERALD, AUQU5T 29, 1 90 THE WEEKLY HERALD Published weekly on Thursdays t IIS Polk Btreet, Amarillo, Texas. T. E. BOUSEV, Publisher. 8. A. BREWSTLJt, Editor and Mgr. Entered at the Poslofftce at Amur lllo, Texa, as second claso mall mat ter. Official Organ of City of Araarlllo and roltcr County ADVERTISING RATES. Display JOc per Inoh each Insertion Lockls 10c per loch each Insertion, SUBSCRIPTION 11.00 TER YEAR. The Herald will cease coming to you when your tlmo expiree unless we are autborlxed to continue it. Should any subscriber fall to re ceive The Horald regularly, pica advis ua at once by curd or tele phone. Any errora reflecting upon the character, standing or reputation of any person, firm or corporation which may appear In the columna of The Herald will be gladly corrected upon Ua being brought to the at tention of the publisher!. THURSDAY, AUGUST 29. 1907 THK EL T.tSO MEETING. The Amarillo contingent to the Flv Million club mooting at El Paso, returned home last evening, report ing a splendid tlmo. They did not bring the next meeting of the club home with them, but they got a promise f the next one, In February In Amarillo. The delegation made the people down at HI Paso know that Amarillo was on the map, and gave thla city and the Panhandle country a aplondld advertisement, which cannot help but redound to the benefit of the city and country in time to come. At recognition of Amarlllo"a mer its, the club gave the honor of first place on the response to the ad dreas of welcome, to Mayor Miller, of Amarillo. To aay that Miller 'did himself and Amnrlllo proud, la put ting It mild. Such meetings are a good thing for the state. A good attendance to tbem from any city Is a good thing for the place, and Alhurlllo haa made herself a name In lower Texas, by the way she went after the meet ing of the Five Million club. commonplace reports begaj, and the editor left. Thd Dally Panhandle thljka the new Chamber of Commerse should take up the water question at once and have It aettled right. " They should csll a public meeting, have the matter thoroughly discussed, and paas reaolutlons, and appoint a com mlttce to work with the council In solving thla vexaUous problem, and that at once. It Is a question more serious than sewerage, or ordinary sanitation, for without water to flush the sewers, what good are the sowers? The best and most substantial fit Izcns Interested In the future pros perity of the city should take this matter In hand at once, and not quit till they have completely solved the water question for Amarillo for all lime. It tan be done. Wo are no nearer a solution of the problem than we were a year ago.' How much longer Is the city going to be injured In the eyes of the outside world, and citizens Inconvenienced, by present conditions? It Is high time the matter was be ing loked squarely In the face, and something being done. A ROTTEN TrXEPflONK SERVICE THE WATEK WORK SITUATION. The water question has been solved by the wealhor clerk. In so far as plenty of water for moistening the soil for growing crops Is con '.erned.' But In ho far an plenty of water In Amarillo, for household, unitary and sprinkling purposo Is concerned, It remains the same as It did last winter. At that time a committee of the tankers and moat substantial busi ness men of tlio city called on the manager of tho WntcrtWorka Co., d asked to know when the situa tion could be expected to be bettered. They wore told that It would be but 1 few months, possibly July, when they would be able to furnish tbo rlty with a permanent and abundant supply of water. It la now the 23d of August, and after sinking two experimental wells and a whole lot of promises about an engineer who built the Kansas City water works, and other prominent water works, being engaged In hunt ing the proper place for the Water Works Co. to get water, the city of Amarillo la tn the same condition to day that It was nine months ago. What are the citizens and property owners of Amarillo going to do about the present condition of the water supply for the city? An epidemic of typhoid fever stares the city In the face, If present conditions continue much longer. The editor of the Panhandle at tended a meeting of the city council last evening which was expected to be a mass meeting of citizens also, to dlucuss the water situation. A few citizens were there In addition to the msyor. and a couple of coun cl'men. An uninteresting conversa tion occurred, In which Alderman Thompson assured those present there was nothing to the recent Im pure water stories which have been circulated about the city, and he expressed the opinion that It would take $300,000 to reimburse the pres ent company for what they had here, and several hundred thousand more to put In tile water work3 Amarillo needed, and that the city could not enter Into any such deal and he saw not way out of the dilemma until par ties tfho'-bad the- money would come in and relieve the situation. Other ml deruiea arrived, citizens retired, and The Panhandle has had Innumer able kicks on the service rendered patrons of the Amarillo Telephone Co., of late. A doctor of the city related to the editor of the Panhandle a any or two ago, now he tried to talk to a relative of a patient he had at the sanitarium, and waa cut off In the middle of the conversation, and before he could again get connected with, the number It waa necessary for him to go to the telephone office personally and demand connection. In the Dilly Panhandle office Wednesday, the'bookkeeper was at tempting to tale some advice over the telephone from a lady customer when the connection was cut oft In the midst. The bookkeeper kept try ing to get centra) but waa unable, and found himself connected with Car ter's grocery. Both tried for some time to break the connection, but were unable and gave up the trial. Aftor an hour or so the customer again got the office phone, and told how she had been trying to get con nectlonVWtle anhandle while the Panhandle had been trying to find the disconnected' wire. This Is only an every day occur rence with most every pstron of the present excahnge, and the general public, who are dependent upon this company for service, are praylpg for the time to arrive when the new company will avail Itsolf of the fran chise granted It, and give to Ama rillo a decent telephone service. The Panhandle does not ; know where the trouble lies. It may pos sibly be because of inability of the company to secure competent help. It may bo for other causes. We do not know where the trouble lles.but we know it Is there and Is In evidence every day to every patron of the Telephone Co. ' CHAPTER ON ADVERTISINGS. Ex-Governor Wm. L. Douglas, of Massachusetts, who has been one of the most successful advertisers the business world of the present1 age has known, Is quoted by the Fourth Estate, a newspaper publication, of New York, relative to advertising, as follows: Ex-Governor William L. Douglas tells In an Interview of the advertis ing policy that has made the Douglas shoe known everywhere. "Have I tried any advertising me diums other than the newspaper?" he said recently, echoing a question of the writer. "I should say sol Magazines, circulars, street car signs and many .another. Why, once I actually 'painted .a whole town red.' I spread my advertise ments over Its fences and roofs and barns and everywhere my men could find space for an ad. Oh, yes, I've tried them all. And tho newspapers give by far the best results." .-, "Even better than the maga zines?" . "Much better. And for many rea sons. In the first place, a newspaper advertisement strikes the eye the moment the sheet la opened. The same advertlsemnt would lie hidden pure food Commissioners use fjAEXTDACTS, DOWMW UK WET WEATHER COMFORT AND PROTECTION afforded by a Slicker? aeon-Light Uuroble Guaranteed Waterproof Everywhere A j twu to motrtm via among tbf pages of a magazine until the reader found his way to it, If he ever did. The busiest man'a eye will be caught and his attention held by sight of; a strong advertisement in his dally paper. Whereaa that same busy mtn might not find time to go laboriously through all the advertise ments of a magazine. "Then; too, practically every man heads a newspaper. Every man does not read magazines. Take a vil lage, for Instance, where the one lo cal newspaper haa perhaps 200 read ers. If I put an advertisement In that paper, 200 people are going to see H,,t No one magazine, nor, for that matter, all the magazines com blned, wll circulate 200 'magazines In that same town. The reasoning is very simple. "There Is no hamlet or tiny settle ment on the continent that la not reached J newspapers. There Is no place' where newspapers are not read with eager Interest. So, by placing my advertisement In the newspaper It Is a self-evident proposition that I will reach more people than any oth er mediums could secure for me. "That is why I advertise exclusive ly. In newspapers. I advertise not only In the papers of all the princi pal cities, but elso ,In 8,000 country newspapers. "In 1901 alone," he went on, "I spent $200,000 In newspaper adver tisements. T should not have done so were I not aure the outlay waa going to bring me adequate returns That waa t fan sample of a year's advertising expenditure. Figuring on that basis I have spent f 2,000,000 n newspaper advertising durttfg'the past ten years. A fortune?" Tes. But, as I say, the' results warrant ed it. "I have given every form of adver tising the (alrest sf of trial.'- I be gan with newspapers in 1883. The results were so good that later I also advertised In magazines. The re turns did not warrant mo In contin uing. I withdrew my advertisements from the magazines, but later on tried the . experiment again. Once more I took out my advertisements and since then I have used only newspapers to bring my goods be fore the public eye. "During the past decade, while I was spending (2,000,000 for news paper advertisements, I sold (basing the estimate on my 1906 returns) 1,324,240 eases of shoes.: There aVo twenty-four, pairs of shoes to a case, that makes a total of 3,178,176 pairs for 1906, or 31,781,760 palra for the ten years, ,'At the wholesale price of $2.50 a pair that would be, for the decade $71,454,400. Or, at the re tall 'rate of $3.50 a pair, it would equal $111,236,160. - "In my advertisements, as a rule, I call attention to my ahoes, leaving the local, dealers In their own news paper advertisements to mention the fact that they carry the Douglas shoe. ' . "By , the way, another excellent reason for the superiority of news paper over magazine 'advertising rests In the fact that in those same local papers the reader sees the ad every day of bis life, while he sees It at best only once a month id a,; roagulno ' "In other words, he sees It thirty times as often In a newspaper, end It has therefore, thirty times as many chance of Impressing him. Every man reads his paper first. Then, If he has time and Inclination, he reads magazlnos, -Sometimes he has neith er and the magazine goca unread. "I arrt not a believer In spasmodic advertisement. My principle Is: Keep pounder away at, the reader all the time. Formerly, It used to be a custom to advertise shoes at only cer tain seasons of the year. I never adhered, to that Idea. I advertise, and I ksep advertising. "When a season ts dull I Increase my advertisements. That may seem odd. Many don't do It., But I do. "That la one of the secrets I think, of success. Instead of hanging back, watting for a slack eeruon. to pass, I believe In advertising, all the more. This pant, spring, for example, was backward and cold. It was bad for trade. ' I did extra advertising. "Another , advertising ' theory of mine' la" that a good ad should be changed seldom. Of course in the case of dry goods stores or other places where special sale are held and new attractions offered from time to time It (a necessary to change the form and inducements of an ad vertisement. But where man deals in a single staple article I think he should write one strong convincing advertisement and let that stand for a long time. t'Ltn him itfVwo sure flrat that It Is the strongest, best-worded adver Moment that be can concoct. Then let It stand. , "There, are good reasons for this. Suppoie a man has glanced at my advertisement , for several daya In succession without reading It. Then one morning he does read it.. That may be the day when, If I constantly changed my acla. I might have a weaker, less attrjftlve, les convinc ing one than usual. Perhaps I lose his possible' custom.' A good advertisement Is an argu ment., Remember that. An argu ment. Not a . boast It does not shout an unreasonable oommand to buy something. It explains to you why you should buy the article. It appeals to your sense of reason. It should never exaggerate In any way, but tell the mere truth. "An advertisement should never claim' for goods more advantages than they otctually possess. An rtlcle must have merit and Its pro prietor must fight, every minute, to keep the quality high. Success roust not lure him .into letting up, one atom, on high quality. If he docs In the course of time he will lose. Some people get to making money fast. .Then they think they caff low er the quality (and, Incidentally, the cost of production,) and make more. I have made more because my goods are worth more;" . .1 ;:.-,) The .now Chamber of Commerce have had work to do, in oaring for the advertisement Amarillo got at El' Paso, 1 but that Is over and the neat thing-of Importance for the Chamber of Commerce to take up is the water question in the city of AnoarlHo. .The Panhandle wants to report the ctIon of the Chamber of Ciumferce on the water works ques tion, 'ana-.it wants to report some vigorous suggestions to the city oauocfHorMbat hody. in connection witn woai 1 to be done to get a good ary eufflelent body of water for Amarillo, during the entire year. be taken Into consideration, and of these,' the chief one Is the location of the station. Uncle 8am might give us the finest exhibition of plant culture In the country,; but unless that exhibition Is so situated that it can be easily and conveniently seen by the vast multitudes of homeseek era who aro flocking to the panhan dle, the majority of whom, must pais through Amarillo, the enterprise will not have fulfilled Its purpose, and the funds of the peoplo will not have boon expended to tho best ad vantage. If we are to have an ex perimental station, let U also be a demonstration station In every sense of the word. In order to be a dem onstration station it must be exhibit ed, and In order to be porperly ex hibited, It must be easy of access, and so located, that It will not re quire extraordinary or unusual effort to bring It to the attention of pros pective setetlers who want to know what this country will grow. In other words, gentlemen',' don't hide your light under a bushel and don't stick that experimental station away off In tho brakea where it will take a day'a ride to see what Is being done, and all sorts of persuasion to get evon a, small percentage of our visitors to view It. Put it where it can be seen and roust be seen by ev ery homesecker coming into the Pan handle. Uncle Sam isn't tied down to any one particular spot. All good land looks good to him, and soil condi tions being equal, the matter of con venient location will have something to do with his decision. The writer has had more or less dealings with Uncle Samuel on a few previous oc casions, and with the department of agriculture, and he knows that the department wants to do best it can for this community in an agrlcul tural way. " Therefore, with the proper agitation, the department will be gled to locate thla . station where It can be seen during every minute of daylight by every person coming to this country who wants to buy a farm that will produce like It. VX,i". ISE3ZX3BI 5G Polytechnic College Fort Worth, Texas REV. H. A BOAZ, M. A., D. D. Pres, . The Leading Educational Institution In Northern Texas Location healthful, retired, ideal. A faculty of thirty two experienced and competent professors, teachers and officers. New buildings, good equipment; 812 students in attendance last year. Standard curriculum leading to B. S. and A. B. degrees. Exceptional ad vantages offered in Music, Art and Oratory. A splen did Schpol of Commerce is maintained. Young ladies' home under care of president and wife. Young men's home" under care of Prof. Sigler and wife. Our next term opens September 3. For information and catalogue, address REV. J. D. YOUNG, Business Manager, FORT WORTH, TEXAS. J? TW5.JKXPER1MKNTAL FARM, the, citizens who have actively In terested 'themselves In raising funds to retain the government experiment al 'farm near Amarillo, deserve a great deal of, praise and the thanks of the pommunty. The methods of agriculture practiced by the United States government re of the mosti the shower, one of water from the approved, not only from a scientific, but a practical standpoint as well, and .tha experimental stations scat tered over, the country furnish most convincing' object lessons of the re sources . of the soil of the various sections? Nft other factor, perhaps, as aucteWully exploits tho agricul tural possibilities of a community. There. are othor features, how ever aside., from the scientific dem onstration of the agricultural re sources of the land, which rfhould I . Wit- r ' Pure White Lead Is chMprr thsn any "graded" or "wcond". white lead (polite for "adulterated"), no matter how low the price of the adulterated product 1.,.,.. . ,. - , Iloiise Painting is economical only' when material Is Used which will latt. "Graded white lead, ' to-called, aoori scale or wash off,-. Look for the Dutch Boy Painter on the keg. He guar, antcej purity and kmg war. ' For $ah hy lint clMtt ittltn Sfod lor par tiambom hook. Gives Vlu.blitilojoudo oa Uwlninibi:t, 'L 1 KATfONAl LMD CCMPANt dark Auto, lit strict, si. LmI. M. iW Sale hf ATI Iklers. NEEDS A SHOWER OF GRACE. "Why don't you give that Water Works company h- 1?". . and "Please give the Telephone company h 1" are common. expression! of disgust on the part of prominent cit izens and business men of Amarillo, when they meet the Panhandle man. Amarillo Panhandle. "If the Panhandle is really telling the truth It would seem that Ama rillo needs an old-fashioned shower of grace. Such profanity, if common, must indicate a truly depraved state. Fort Worth Telegram. If the Panhandle ever uttered a truth, it uttered It Jn the above As water works, ia more needed, and while the Telephone company might need a shower of grace,, It gets plen ty of showers of cussing for the ser vice It renders, I The Panhandle's exchanges in the Panhandle aro 'having a good deal of sport at the expense of Ama rillo and her water works conditions. This paper knows they have been and are bad,' but (hey need not have been that way If the water company had kept pace with the growth of the city. The works were built for a village, and as such were ample. As the city began to grow by leaps and bounds about two years ago, the Water company made no effort to increase its ability to serve the people and keep pace with the growth of the city. Instead It rested on its oars, until a Shortage for the needs of the growing city stared thern in the face.. . They have been moving some since, but only In an experi mental and not in a permanent way to solve the problem. It will be solved though, and that soon. There Is plenty of water In. and hear Ama rillo, If proper arrangements were made to store It up. The Chamber of Commerce will soon take hold of the subject, and with the city coun cil "will soon haVe' the problem solved. .. , ' It would seem to the Panhandle that the force In charge oNtho atreets should drain the pondslong side the streets, an dopen the gutters, clean out under crossings, so the water would run off, Instead of standing along side of the streets, till the sun and wind evaporate It.. It has been several days since , tiie rains, but water Is still standing' on Polk street, near the new opera house, and on Seventh, just off of Polk. Culverts should also be put In at all street crosttlngs, so that the sur face water may run off, until such time as storm sewers can be put-in. Let, a little more thought and work be given to the appearance of our streets and crossings, and the gutters along the streets Bank Assets H ATI 0 HAL BANK QF COMMERCE AMARILLO, TEXAS THE MOST valuable asset any Bank can have is the confidence re posed in it. It shall be our constant thought to de serve and build up confi dence. To accomplish this, we must do right, cheer fully and willingly, in both the smaller and larger daily transactions. J. L. SMITH. Praldn'. M. C, NOBLLt, Vie Praa. B.C.D.BYNUM, Csthisr 1 FINE PANHANDLE MELONS. The Da'ily Panhandle today has on exhibition three of as flno water niejons as the editor ever saw. They are from Childress, Texas, a present from Editor L. E. Haskett, of the Childress Index. Two of the melons were of the Georgia Rattlesnake va Ifllety, and measured two feed n legnth, and two feet and three inches in circumference, and weighed res pectively, 40 and 42 Vi pounds. Tho ofher was of the dark green, round variety, weighed 41Va pounds, and measured two and a half feet. The melons came by express, prepaid, and In the morning's mail the fol lowing letter came: Childress, Texas, Aug. 26. 8. A'. Brewster, Editor end Manger Daily Panhandle, Amarllo, Texas, ffil Dear Sin ' , . ' By this day's express I send you three water melons, .samples of what grow in, this county. Of course I could have secured larger but was afraid that you would receive euch a shock you would not be able to enjoy eating them. Chlldrea not only raises the finest water melons in the world but has bountiful crops of all kinds of grain and the finest crop of cotton ever grown In the state. Rains of last week have done tho. county lots of good and the farmers are wearing long smiles, such as do not wear off soon. These melons were grown by M. L. Dial and Rev. J. W. Coker, the former raising the Georgia Rattle snake melons and the latter the dark green one.' All are good, sweet mel- fona and are great favorites In this section. L. E. HASKETT. To say that the editor and hia wife, and the entire Panhandle force will , enjoy eating these delicious Panhandle, melons, which . are the finest flavored on earth, Is putting it mild,, and ,t.e thanks of the entire force go out to Brother Haskett for so kindly remembering us. day the paper received a valuable communication from Mr. A. H. Lel dlgh, superintendent of the experi mental farm, regarding his experi ence In dragging the roads wt the farm where cut tip In muddy weath er, and having hard clods. It ap pears in this fasue and will prove valuable reading, end (f the advice given by him should bo adopted by the city authorities, after rains, it would redound to the benefit of tho streets of the city for driving. , . , Yesterday tho Dally Panhandle had an editorial jf Terence to the ne cessity of doing something with the streets after rains and mud, recom mending' that dragging before the clods got . too hard would Improve the streets for driving purposes. To- rJi mass meeting of the subscribers to the experimental farm fund, 1a called by (the committee (for this evening at the mayor's office. It Is understood, for some reason the parties who carried the subscription paper to ralee funds, has refused to give up the subscription paper or the names thereon, clalmdng It to be their prlvato property. Those cit izens .Interested in the retention of the experimental farm for Amarillo, should attend the meeting, and give of their funds for this excellent cause. The experimental farm la of great value to Amarillo and thie por tion of the Panhandle, and should be retained by all means, . '"'''rv;1 Rev. Walter C. Veazle, of Dallas, who has been conducting a series of meetings at the Congregational church, left this morning for Plain view where he will engage In revi val work for several weeks. NELSON & DRAUGHON Business College Fort Worth, Tinas, guarantee to taaoh you book Keeping and banking In from aight to ton weak, and shorthand In as short time at any flrat-olaaa collage. Positions secured or monay refunded. Notes accepted tor tuition. For catalogue- addraaa J. W. DRAUOHON, Praaidenl, Sixth and Main Straets, Fort Worth. Texas. KILL the COUGH and CURE thi LUNGS WITH a Dr. ling's Ikvi Discovery for cshsi13 "fra u" WOLDS Trial Bottle Free AND ALL THROAT AND LUNG TROUBLES. GUARANTEED SATISFAOXOOT! OS HONEY KEPUNDED. t, n V r r f lMf''f'"" . - - - -J.- A. . A A .;... 4k .,a rvM!wiMM a.l4 .aviaufciMi....! a"