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THE CEREDO ADVANCE.
T. T. McDOUGAL, Publisher. CEREDO. « • WEST VIRGINIA. King Mcnellk nover knows when to quit dying. Rouge 1ft now • Newport fad. The Veoplo who use It need It. Football has begun and the doctors •re busy saving the pieces. The facial expression of a man ■waiting -at tho phone Is not Ills best. The man who really practices what he preaches does mighty little preach tng. Pome of the Philippine uprisings •re so hardy that they last over night. 8candal Is the one thing that never *ets worn out at the edges by being passed around. A married man Informs us that one who tells his wife all he knows doesn’t know much. There are 600 rooms In Kaiser Bill's new palace. He’ll have to keep a hired girl, we fear. W ealthy Americans now coming home In tho steerage could not wait for the Hying machines. While a wooden leg may he the Bad result of an accident, tho hobble ■klrt Is a woman’s own fault. And now, sinco men have proved themselves the best dishwashers the Women want them to retain the Job. It took Molssant threo weeks to get from Paris to I.ondon by airship ptlll, walking would have been worse A young lady says it does no good to "hitch your wagon to a star" for the darned star don’t stop to let you get In! It Is hard to predict occurrences Rrom day to day further than that ftn aviation record of some sort will be broken. A Chicago man defeated a woman In a dishwashing contest. It were better for his sex had ho considerate ly lost. Now that the Balkan war cloud lias begun hanging around ngain It Is time to send up a flock of airships to Invite it to go hence. Another naval hero. A captain of a warship has been seriously wounded In action. His anklo was broken while he was dancing at Newport. Chicagoans will now bo expected to carry around a microscope to Bee whether their ice cream contains more than 6.000,000 germs, the new limit. A New York policeman recently ate 61 ears of corn at a sitting. Our only hope in this connection is that he did not have an overhanging mustache. When a man's wife has gone away for the summer he ought to have the decency at least to look downhearted In the photograph which he sends to her. If man had had as complete com mand over the seas ns he has had ftver the forests they would all be dried up and crying for irrigation by this time. An airship line Is to be established between Baltimore and Washington Those two cities are go near together that the ground betwen them c»o bo padded all the way. Prizes have been offered for the best poems in Esperanto. This ought to give the magazines a much needed rest, and it ought also to cheer up the unappreciated poets. It is a harsh and hasty Judgment to assume that every handsome young woman who is seen walking with crutches has been rashly intlmata with a hobble-skirted gown. The woman who slashed nine per sons when she saw her husband slip a quarter to a girl In rhurch must have thought that particular act of charity covered an unusual amount of sin. A New York court has declined t< permit a literary society to call Itsoll the Rouse club. Occasionally a New York court tosses aside technicalities and legal verbiage and gets righ> down to business and common sense The TnJted States forest service Is advertising for a xylotomlst We are not quite certain what a xylotomlst Is but the man in the flat overhead play9 something that sounds liko It evc*ry night. Indiana now eats more beans than Massachusetts. See what literature does! We learn from Ixmdon that the silk hat Is dying out. Occurs It’s been an uncommon long time dying There's mo more pathetic sight on earth than a silk topper on Its last legs. Some body ought to put It Out of its misery Maybe It’s only one of those hot weath er stories, though. In Ixmdon. when ever news Is dull, they send out s hardened reporter to kill the plus hat Coiffures COTl'VrnES which show the turban and Greek styles combined, are the most popular. Hat brims prow wider and the pretty turban coiffure falls to supply the requisite amount of hair to fill In the wldo Haring brims. The turban coifTuro with the addition of puffs or curls In a little chignon at the back solves the problem of a graceful balance between hat and coif fure. The little fringe of wavy hair or loose curls about the face, barbed by a full braid wrapped ubout the head, make up the quaint stylo which is Ideal for the possessor of a pretty face or well shaped head. It 13, in fact, almost always becoming. It is only when one aspires to picture hats or long turbans that it falls short. Sometimes the addition of a cluster of curls is all that is needed. A new coiffure which is of recent design shows the hair parted In tho middle, rolled back at the sides Into • full, soft roll and tho ends laid In o coll at the crown of tho head. This coiffure la finished with five short curls pinned In at the top of the coll and falling to the sides and toward the front where they are pinned with Invisible pins to place. Girls make for themselves many pretty hair ornaments of velvet and spangles or rhinestones. Little June roses made of ribbon and finished with millinery rose foliage Is among tho smartest and most fascinating of these decorations. The fashion of wearing a velvet band across the top of the head finished with a little rosette at each side which was in vogue a half century ago Is with us i again. The modern girl wears her rosette less primly set and wherever ! she finds them, In her opinion, most becoming. JULIA BOTTOMLEY. I WAIST TO MATCH THE SKIRT Pretty Yet Simple Stylo That Has Some Touches of Novelty to Recommend It. Tills Is n pretty, simple style, suit able to bo made In the same material as the skirt; If washing material Is used the pointed straps in front may be of broderle Anglaise; for silk, crepe de < hlnp or thin woolens, lace inser tion would bo 1180(1. Tho Ciaudlne col lar and cuffs are of plaited muslin edged with lace; tho fulness at waist Is gathered into a band to which also tho skirt might bo attached. Materials required: 114 yard 42 Inches wide. 114 yard trimming. Black and White Eton. Among the new eton suits soot out by tho Paris dressmakers may bo noted cream-colored moire suits with square black sailor collars of mous seline do sole, and also black satin suits with white cloth sailor collars, finished with a double row of gilt but tons down tho front of the short Jacket. In hlack and white fabric combine lions white silk with a black velvet •tripe has been seen. Powder Puff Hatpin. Tho powder pufT with which mlladl takes off the shim/’ has been hidden In many places, hut the latest Is to have It In the hat pin. The head of the pin opens llko a locket and within Is the tiniest of powder puffs. The Inside of the head that closes over this has a tiny mirror. The outside Is the Jeweled or painted bead of the pin, that In all respects Is like many other pins, with do suggestion of Ode •wet beautlfler. SIMPLE “GOOD MANNER” RULE "Do as You Would De Done By" Is the Root of All Forms of Etiquette. If ? ou are puzzled about n question of etiquette and have not time to con suit an older or more experienced friend or relativo apply the golden rule—to do as you would be done by— for this will almost always bring you out of your difficulty with flying colors The expression “a nature’s gentleman ' Is often npplied to some simple-minded and unsophisticated man who is thus guided; for. whether one be gentle or simple, the truest "good breeding” is shown by caro for the feelings of others. Tho real "great lady" Is as thoughtful and considerate for those beneath her in social position as she would bo for royalty, though she would show her thought in a different fash on, and since all may be "queens by love,” it behooves every one to be roy ally courteous and considerate Tho brusque, rough woman who confounds a pleasnnt manner of speaking with insincerity Is greatly to be pitied, for she has thrown away her scepter and lost her crown. The Dairrty Neckbow. Its selection 1ms a great «leal to do with tho effect of the get-up as a whole. Never has It been seen In greater and more charming variety. Narrow, flat bows of point d’esprlt, either black or white, aro now “the thing.” Most of the bows, of various mat© rials are flat. There is an apparent liking among well dressed women for tho plaited silk bow, edged with Persian. For morning, there are airy little frills and jabots of black net and point d'esprlt. Among the fancy tld bits are little clusters of silk roses, with plain corded silk for stems. The Irish and cluny hows are as popular as ever, particularly when theso laces are used as edging or trim niing on bits of flno muslin. Ornamental Sailor Collar*. No one seems to think a liberty is ' taken with the sailor collar when that usually substantial adjunct of dreRH |n ! rendered In the most frivolous mate j rials. Hence we see it fashioned In | gauze, with tassels to weight It at the I corners and even In gold and sliver lace upon the most vaporous of eve- I nlng wraps mi well as on the daytime toilette. The tailors are naturally making use of the design, and are applying It to their serge coats and even to suits they are making. Smart, too, Is a coat of purple moir* with a sailor collar held down at fho corners beneath rosettes of purple lace, each one cen tered by a moire-covered button. The dress worn with the eoat vai made of the same materials and had a couple of deep flotincer of purple lace abo the hen of the skirt. Advertising rTalksn ADVERTISING IN THE SUMMER Lack of Optimism on Part of Solici tors May Cause Falling Off at This Time. Pefore n recent business meeting of the New York Times staff, Ernest J. Preston, manager of the Daily News paper club, discussed "The Decline of Advertising in the Summer." He gave various reasons why advertising should be kept up during the hot sea son above all other times of the year, and said that it may not be all the fault of the advertiser that he lets his publicity fall off in the summer but that sonic of it may be brought ubout by the lack of optimism on the part of the advertising solicitor. ‘‘It is ns senseless for an adver tiser to stop his advertising—to break the effect of repetition—to quit firing at that great 99 per cent, of the indif ferent, thoughtless, obstinate public," said Mr. Preston, "as it would be for tho engineer to let his fires go out or the chauffeur to let his power and speed go down on approaching a hill. ‘1 he public must be told the story of a product without the cessation of a month or two, for it has been proven that It costs twice as much to get back into tho former commanding po sition than it would have cost to keep the attention with ‘some shots each week, even if the full schedule was not maintained “Tell your customers to advertise to the people that are staying at home there’s a hundred times as many re maining here as go away. Some per sons believe that the people read less In the summer than in the winter, but I don’t bollove It. V ou have a hundred reasons to give why a lino should bo persistently ad vertised in the summer as any other time. Personally you get hungry In the summer—you read in the summer you may take things a trifle easy— but you don’t let up. It’s not human nature to let up, so bring that to the attention of the man who should spend some money in tho display columns and see If a good bunch of optimism plus some good common sense— won't make them look at things in a light that will enable you to obtain the name on the dotted line.” It/iWWAV.V.'.V.V.V.'.V/.V,'1 «" Everybody who reads maga zines buys newspapers, but ■" ■jj everybody who reads newspa- / £ pers don’t buy magazines. ■" ■//■W.VAV.V.V.V.V/.V.V.V MERIT ESSENTIAL TO SUCCESS Advertising Can Never Build Lasting Results Unless Product Is Worthy. Points in advertising are thus summed up by the Chicago Commer cial Journal: “First, the advertise ment must attract the eye; second, present convincing argument; third, reach buyers of product offered; fourth, be read at the right time; fifth, be continuous for a long period —immediate results being rare.” One point omitted is that merit must be the basis to secure lasting success. Inferior articles may be pushed to a large scale, but quickly become dis credited when buyers aro disappoint ed. Many advertisers overlook all these factors. They fail to arrest the attention and so to prove the need of what they have for sale, and they expect one charge or an occasional cnreless shot will bring down the game. Somo stop advertising when their business is dull, though energet ic men are apt to feel thnt Is the time to make greater effort. Periods of de pression also call for closer economy in production and those who look ahead are open to arguments on the advantages of a change of machinery and material. They have .time then to think about It. In printing, the dull season for some houses is the busy season for others. It is rarely that any of them close entirely for a single day, except Sunday. The* ad vertiser who omits any issue of the right medium takes chances of miss ing sales he would otherwise have made. Fair Advertising Paid. Col T. M. Dunn, the secretary of the Danville, Ky., fair, is thoroughly con vinced of the value of country news paper advertising. Ho advertised the fair this year in no other way; cut nil postern, bills and other ways which cost mue.^ but give little results and confined himself exclusively to the newspap#rs. The result. Colonel Dunn says. Is that the Danvlllo fair made money this year, the first time In many years. He says he will use nothing but the country press in the future and ad vises others seeking profitable adver tlsing to do likewise. J. Plerpont Morgan relies up on the newspaper advertising to dispose of hla securities. : AD-ISMS. • Advertising is the insur • ance which the shrewd l merchant carries to pre l vent the disturbance of his J business by the sudden ap l pearance of a competitor • In his field. By his adver • tlsing he has led the people • to form the habit of buying ; at his store. Habits are Z not so easily broken up as Z some may imagine. By his J advertising he has also ex • panded the volume of his • business, so that the ap • pearance of a competitor • has less effect than it ; otherwise might have. A Z new competitor may be Z able to get a few of the • merchant's customers, but • cannot reach that great • mass of them who have © been patrons through years • as a result of#his wide ad • vertising. UNCONSCIOUS ADVERTISING Every Merchant and Business Man Does It in Some Form or Other Says Mr. Van Camp. 'A riling in the New York Commer cial. Frank Van Cauip, of baked bean fame, says: "When a man advertises he is generally supposed to use newspapers, magazines, street car signs, billboards, wall signs or circulars, or to demon strate, or distribute samples. "In my opinion, every business man, either retailer. Jobber or manufactur er, advertises, but many of them are apparently unconscious of the fact. "A retailer could save rent by hav ing his store in a back alley, but wishing to attract the attention of a greater number of people, he locates on a prominent street and charges the excess rent to general expenses, rather than to his advertising account, where it properly belongs. When a merchant moves from a side street to a prominent thoroughfare, it is be cause he wants to advertise. When a merchant puts a sign over IiIb door or uses a show window to display his wares, he is advertising. When the clerk behind the counter displays goods that have not been asked for by the prospective customer, he is adver tising. The merchant who removes his business from the country village to the county seat, the man who moves from the county seat to flic city, the manufacturer who increases his sales force from one man to ten, the man who extends his business from the local field to his state, from a state to the national market, has in mind the extension of his field of op eration, the seeing and talking with more people—In other words, adver tising. “I say again, every merchant and manufacturer advertises and believes in advertising, as without it in some form no business could survive for a year. "Any kind of an announcement by a merchant or a manufacturer that he has merchandise for sale or trade i3 advertising, but the announcement may be good, bad or indifferent, and may be profitable or unprofitable.” Power of Advertising. Mainly through the efficacy of a litilo advertisement in a Hartford newspaper two long separated broth ers have been reunited after the lapse of sixty years. The principals In the reunion are Rev. Dr. Edgar F. Clark of Providence. R. I., formerly of Taun ton, and Edwin Clark of Butte, Mont., who is now eighty one years old. Early in this year the western miner re I tired from business and began to think of his old home and his family. Then he inserted the advertisement, which was seen by some of his former acquaintances and forwarded to the clergyman at his summer borne at Martha’s Vineyard. OOOCOOOOCOOCXXOOOCOCOOOOOC O Advertise your goods where C X you have them for sale. X ooooocoooooooooooooooooooc The Mystery in Advertising. It is commonly thought that adver Using is a mysterious thing that makes some people rich and some poor, whereas, in my opinion, the term advertising was merely coined to conveniently differentiate the writ ten from the spoken word. it is, therefore, purely and simply aalesmanshlp, and no man has yet risen to ask the why and wherefore of vending merchandise.—!!. T. Mor gan in Springfield (111.) News. Must Keep People Informed. Before a representative body of business men at New Orleans recent* ly, Gordon Swift, manager for R. Q. Dun & Co., In that city, remarked: "A merchant Is rated largely upoa the amount of judicious advertising he does." Giving as his reason for this Mr. Swift further states that no mer chant can last long in any line of business who doesn’t keep the public well Informed as to what he baa u •ell. iflunyoirs _ WltcH Hud §>Soap - is more soothing than Cold Cream : more heating than any lotion, liniment or salve; more beautifying than any cosmetic. Curas dandruff and stops hair from falling ouL PIMPLES ‘‘I tried all kinds of blood remedies which failed to do me any good, but I have found the right thing at last. My face was full of pimples and black-heads. After taking Cascarets they all left. I an> | continuing the use of them and recom mending them to my friends. I feel fin* when I rise in the morning. Hope to have a chance to recommend Cascarets.*' 1 Fred C. Witten, 76 Elm St., Newark, N. J. Pleasant. Palatable. Potent. Taste Good. sicken. Weaken or Gripe. 10c. <?Sc. 50c. Never sold In bulk. The genu ine tablet stamped C C C. Guaranteed to cure or your money back. o>» GEMCO Gall Cure Collars Will not gall the horse. For sale by jour local dealer. If you want free sample of the hair pad - to convince you, •write us and mention your dealer's name. THE GRAF-MORSBACI! CO. Maker* for the trade. | UEMCO HARNESS , The kind that's tuaninictxl. Cincinnati, Obi* Love’s Crime. George was a manly fellow, yet, sur prising as it may seem, lie was guilty of a grave charge, a criminal offense— theft, for had he not many times, stolen kisses from his fair sweet heart? Maude, one of the most lovable of girls, was equally guilty as an acces | sory; she received the stolen property, l.ach seemed to have perfect confi dence in the other, how’ever. and when, sentence was pronounced by a proper ly qualified official, they decided to* serve their time together. They remained loyal to the end, neither making any effort to have their sentence abrogated or shortened, but during the course of their long term together several small offense* were directly chargeable to them.—J. W. I). in Puck. FAIRLY WARNED. The Slugger—An’ Bee here, yon don t wanter be goin’ around braggln* dat It was me wot soaked you, see! The Weeds Return. “Confound these election bets, any* way!” grumbled Harker. "Ixipe heavily?” Inquired his friend. “No, I won ten boxes of cigars and they were so rank I sold the whole lot to the corner tobacconist for a dollar.” “Well, you made a dollar, anyway.” “Yes, but that Is not the worst of It. My wife saw the boxes In the window marked ‘A Bargain, $2,’ and bought the whole lot to glvo dig as a birthday present." “The Smack” of the “Snack” Post Toasties and Cream A wholesome, ready cooked food which youngsters, and older folks thoroughly enjoy. Let them have all they want. It is rich in nour ishment and has a win ning flavour— “The Memory Lingers*' po«rm«-<'TO!tAi, oo., ltd., B»U1« Creek, Mich.