Ceredo advance. [volume], August 02, 1911, Image 2

About Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939

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The Ceredo Advance.
T. T. McDOUGAL. Publisher.
CEREDO. • WEST VIRGINIA
THE SPEED MANIA.
Since Phaeton tried to drive the
charolt of the sun and darkened tho
•kins of the Ethiop'ans, the human
race has paid Its annual toll of death
to the nmnla for 6peed. Daedalus and
Icarus and DnriuB Green and a host
of otherB did their share. The three
banked galleys of the Romans, their
chariot races and their morals alike
paid tribute to this human character
1st!c. We hardly know which Is the
more dangerous, says the Charleston
News and Courier, tho automobile
race or the aeroplane. Both are typi
cal and both reap their harvest of
death with startling regularity. The
disaster at Indianapolis failed to star
tie because It was anticipated. I’eo
pie take It for granted thnt death
will follow speed trials. And yet we
speak of these things ns accidents
Mow cnn that bo an accident which
we all feel certain will happen? Rath
er It 1b an accident when automobile
races are held without the accompany
ing tribute of human life. We sup
pose that tho mania will continue. It
Is hard to eradicate It from the hu
man heart. Just as It Is hard to eradi
cate the passion for gambling, which
has been a distinguishing fonture of
the Teuton since first he appeared in
history. At the same time, it is alto
gether wise that tho state should
take somo means to control theso
speed contests nnd to Insist on the
most careful precautions.
The fiermnn shoe manufacturers. In
convention assembled, appointed a
committee to prescribe rules for the
making of shoes, the object being to
rule out freak shoos. This Is a sen
*lble movement. Freak shoe* are the
cause of ugly and sore feet There is
a deal of complaint among women on
this account, and the only remedy Is
for the manufacturers to refuse to
make them. The sad results are not
local only, for the effect of a freak
shoe extends to tho general health.
The best test of a woman's good sense
Is the shoe she wears. These French
heels are an abomination. They strike
at the entire nervous system. They
tend to make a woman morose, rjuar
relsome and peevish. The intelligent
Independent and sweet-tempered wom
an wears broad soles, low heels nnd
roomy toes. The man looking for a
bride had better recognize this fact
One of the first things for each of
us to learn Is the fact that life Is not
one long droaem of pleasure, but a
stern discipline, and a discipline that
Is so severe and so exacting for some
of us that we become seasoned cam
paigners long before the struggle is
over. The severe discipline, however,
affects us in different ways. To some
of us the hard training brings also
hard feelings and the desire for retali
ation, while to others the exacting ex
periences open the springs of their
human nature and arouse only the
tenderest sympathy. Much depends
on one’s nature, of course, nnd if a
man is naturally resentful It is more
than likely that he will take advan
tage of every opportunity to retaliate.
To such a person tine only will bring
tho realization of the folly of trying
to avenge past affronts.
A doctor in Hoston is defending two
damage suits In which the respective
patients accuse him of leaving gauze
by the yard and a tube In their bodies
after operating. One would supposo
that such continuous loss of property
would counteract even such absent
mindednesa ns this.
A policeman in Richmond with a
strong s«nse of duty, arrested himself
Hut this standard of a noble Roman
Brutus is a little too classical for our
everyday modern life, and probably
will not be 6et up to any perceptible
extent.
The latest argument In favoi of au
tomobiles Is that those who use them
need not f»ar pickpockets. New tires
repairs, gasoline, fines and garago
charges are great little pickpocket
preventer*
Jupiter and the moon aro credited
with causing the recent severe quake.
Jupiter ought to have his celestial
hands full attending to his own moons
without getting ours to make trouble
for us.
Often we are led to suspect that
when a millionaire pays a fortune for
• n old picture he thinks more of the
publicity than of the picture. It Is
•omewhat akin to philanthropy with
a corps of press agents.
The Chicago woman who won hei
husband on a bet reminds us of the
•Id wheese that marriage is a lottery
News from the divorce court leads us
to believe that she drew a blank.
From the number of replies received
by a lighthouse keeper who adver
Used for a wife, it is apparent that
fight housekeeping Is preferred tp the
gtber kind
JUST WHAT PUBLICITY DOES
It May Not Sell Goods but It Arouses
Interest in What You Have
to Offer.
Robert B. Wallace, advertising man
ager of an Omaha Investment company
recently gave the Omaha Real Estate
Exchange an entertaining and profit
able talk on advertising. Among other
things, he said:
Advertising Is salesmanship, yet 1
doubt if advertising sells lands or sells
goods. Ad vertlslng arouses Interest in
what you have to sell, but there must
bo personal salesmanship. It Is the
personal element that backs up the
vigorous advertising that separates a
man from his money.
“Advertising Is a promise. Every ad
vertisement promises value received
to the inan who spends Ills money,
whether It is for dry goods or real es
tate. The man who mukes good In his
promises Is the one who is successful
in his advertising.
Advertising is optimism—one must
have faith in what he is offering the
public. In my work I have adopted
this motto—‘To be interesting one
must tell the truth audaciously.’ Con
sider this statement for a moment.
Audacity does not moan exaggeration,
but a bold presentation of what you
have to place before the public.
In the work of our company we
have spent much money for photo
graphs and pictures, because people
like to see what they are buying; they
want to know something beyond what
they can be told in cold type. The
printed matter, however, must be pre
pared with intelligent care.
“In a recent campaign we were ap
proached by the owner of a splendid
farm, well improved, well located, who
wanted to sell the farm, and listed it
with us, signing up a contract to that
effect. The matter was turned over
to mo for publicity, and I described
the land, the crops and the general
conditions, i don t think I stretched a
single point in the writing up of that
farm. Shortly after issuing the adver
tising matter we made another trip to
that valley.
“The owner of the farm came to Mr.
Payne and said he would like to with
draw the land from the market. Mr.
Payne asked him why and Bald he
couldn’t very well withdraw, as the
(ontract was signed and we had issued
advertising matter descriptive of the
place. ^ es,’ said he, T saw a little
write-up of my farm. My wife and I
read it over and it sounded so good
to us that we decided we couldn’t do
better, and we want to keep the farm.”
"In our advertising work I hear the
remark ferquently, and probably as a
criticism, that advertising is a great
expense. Let me suggest here that if
advertisers would consider that item
as an investment rather than an ex
pense, I believe there would be more
of it, and that it would be more ef
fective. Advertising surely costs
money, but It should not be on the ex
pense account. Money spent in adver
tising puts your name and your busi
ness before the public. It becomes
then a part of your assets. Advertis
ing is the handmaid of opportunity;
she is tapping at your door.
"It is an old saying among anti
quated advertisers that they are adver
tised by their loving friends, and that
is about the way Nebraska is adver
tised at the present time, and that
means she isn’t advertised at all.
"I could talk with you for some
time longer upon our work in the
south, but do not want to weary you
with the details of that campaign. You
doubtless would be surprised to know
that the actual expenditure In printer's
ink in selling K.,000 acres In Louisians*
during the winter was less than 40
! cents per acre.
"We have run great trains—at one
time having eight cars In a special
We have taken trips over tropical New
■ Orleans, have visited historic battle
fields of the south, taken our guests
hack Into the old plantation days; we
j have given them a touch of southern
life and entertained them to the best*
of our ability. In a little over four
I months of work in ‘he south we have
Isold over $1,000,000 worth of Jaud."
'pT'rnnnrircirtnrro-B s TTnnnnnnnn
Advertising furnishes the op- ®
“ portunity for money to do more o
0 than its former share, and °
O greatly curtallo the time re o
*> quired. o
O 0 1
^LCJLfiJLgJLtLflJLB flPPPpgpoooqfta°
ADVERTISE.
/lave you Stork that'* not been selling’
Thst In spite your verbal t-Uiu*
Bill! upon your shelves Is dwelling’
Advertise.
Is your rival business winning.
As the season's Just beginning-*
You may also have an Inning -
Advertise,
Does the public know you carry
Things they want? If so. they'd tarry
I-ong enough to buy. B<- wary.
Advertise.
Whether selling goods or buying
If Is well, there’s no denying.
To let people know you’re trying
Advertise.
Doctors, lawyers, merchants, brokers
Don't become "had business" crokers
Printers’ Ink will make you Jokers
Advertise.
—Harvey Peaks.
J A BUSINESS MAN’S \
TEN COMMANDMENTS j
t Rule 1: Give me more than I *
* expect and I will pay you more J
; than you expect. I can afford i
* to increase you* pay, if you in- J
l crease my profits.
Rule 2: Watch your work— t
l not the clock. A long day’s ♦
j work makes a long day short, *
. Rule 3: Don’t lie—it wastes ?
I my time and yours. I’m sure !
4 to catch you in the end, and t
' that is the wrong end. i
Rule 4: You owe so much to ?
* yourself that you cannot afford *
* to owe anybody else. Keep out £
J of debt, or keep out of my shop. *
Rule 5: Dishonesty is never ;
* an accident. Good men, like f
f good women, can’t see tempta- |
* tion when they meet It.
Rule 6: Mind your own busl- !
! 4 ness, and In time you will have t
* a business of your own to mind. 4
Rule 7: Don’t do anything *
T here that hurts your self-re- •
. spect. The employe who Is ?
* willing to steal for me is also •
» capable of stealing from me. ;
* Rule 8: It is none of my busl- f
ness what you do at night. But !
| If dissipation affects what you 4
t do the next day, and you do half j
; as much as I demand, you will i
* not last half as long as you ;
J hope. I
Rule 9: Don’t tell me what I ^
i like to hear, but what I ought •
? to hear. I don’t want a valet to I
j my vanity, but I need one for ?
j my dollars. i
Rule 10: Don’t kick if I kick r
f —if you are worth while cor- I
4 recting, you are worth while *
| keeping. | don’t waste time !
? cutting specks out of rotten ap- ■
: p|es- ?
4 f
MORE READING IN SUMMER
Why Warm Season Is Really Best
Time to Advertise—Fewer Social
Diversions.
Some years ago a N’ew York depart
ment store owner winced perceptibly
when his advertising manager show
ed him his extensive and expensive
plans for advertising for the summer
months.
“We can't stand that," he said.
"We’ll waste our money; everybody
goes away in the summer.”
“Yes,” replied the advertising man,
with terse finality. "Everybody except
08 per cent.” And he had the figures
to prove it.
The manufacturer who stops his ad
vertising in the summer generally does
so for two reasons, or alleged reasons.
One is that the trade isn’t buying; the
other that people don’t read ads in
the summer.
The fact that people are not buying
Is a good reason—provided it can be
proved that they don’t read ads.
That can’t be proved, for it isn’t
true.
Much more reading is done in sum
mer than in winter. People do not
work so hard by day; social diversions
do not occupy them so much by night.
The business man spends more time
over his newspaper, his magazine and
his trade paper In summer than in
winter. He has more leisure and is
disinclined to more strenuous pursuits.
And If he reads more, he reads more
advertising; nowadays that is rh in
teresting as any other form of litera
ture.
It is certainly logical to advertise
to a man when ho has both the time
and the inclination to read. The fact
that he will buy later on is an excel
lent reason for placing your facts and
arguments before Mm In advance. In
Instead of waiting until he Is ready
for the act of buying and in a hurry
for the goods.
He Wouldn’t Advertise.
There was n man who hustled not—
To luck lie trusted;
He would not advertise n dot—
And so he rusted.
And likewise busted.
— Kaltlmnre Evening Sun.
..
I Occasionally an advertising 1
[ success just happens; It is not !
i really planned at all. The sur- '
| roundings favor It and nothing !
i comes along to Interfere. There (
» Isn’t much satisfaction, though, !
, In doing things by accident. <
[ There should always be a rea- !
i son for everything worth while (
| and the true advertiser will al- <
i ways Insist on being the true '
* reason.
► <
....
Confidence a Big Asset.
Edward F. Trefz. writing fordrains
which declares luelf the national
weekly for retailer* and advertisers
has the following to say about honesty
It. advertising and the attitude of the
Marshall Field organization toward
customers:
"An honest advertisement must he
a truthful advertisement. And when
you put an advertisement In the news
paper. or when you put It In the street
car, when you put it on the billboard,
no matter where that ad. gt>eH you
want to remember this: that first, last
and all the time you are going after
the confidence of the customer, and
the only way that you can ever get
the confidence of the customer Is by
being absolutely square with him."
When All the World Smiles.
It’s fasy enough to look pleasant
When the goods all sell on sight*
And the time we grt at
Conditions like that,
la whea tha *-1 read* )ust right.
( THE
ELECIM
i WORLD 1
NEW ELECTRIC ROCK DRILL
Claimed to Combine Ruggedness of
Air or Steam Devices With Flex
ibility and Efficiency.
A new electric rock drill, claimed to
combine the ruggedness of the air or
steam drill with the efficiency, flexi
bility and economy of electrical pow
er. utilizes compressed air as the me
dium transmitting tho energy from
Electric Rock Drill.
the motor to the plunger. This nlr
Is not exhausted from the drill, but Is
retained to act continuously as a
cushion between the piston of the
plunger and the motor-driven recipro
cating cylinder in which it operates,
Rays the Popular Mechanics.
The cylinder is connected to the
motor through gearing nnd makes
about 500 strokes per minute. Flex
ibly connected to this cylinder
through the compressible air cushion
at each end, is the head of the piston,
which, of course, makes the same
number of strokes per minute. The
difference between this drill and the
ordinary air drill is that the cylinder
in which the air acts upon the piston
is movable Instead of stationary, and
the compressed air is retained to pro
tect the mechanism from shocks from
the plunger, instead of being allowed
to escape after having performed its
work at the end of each stroke.
USEFUL IN CARRYING COILS
Description of Contrivance for Keep
ing Telephone Colls Safely
While In Tool Bag.
A writer In Telephony describes a
contrivance for carrying induction
and ringer coils so as not to have
them injured by tools In the bag.
Take a piece of 2x4-inch pine of any
desired length and. by using an ex
pansion bit, drill holes Just the size
Telephone Coll Carrier.
of each coll, so as to prevent rattling
around. An additional coil may be
carried by drilling a hole in the end
of the block and plugging with a cork.
A strip secured by two screws serves
\b a cover.
Best Light for the Eyes.
According to scientists, the least ln
lurlous of present-day lllumlnants is
fhe acetylene flame, for the reason
that it is the nearest approach to tho
character of daylight. For rending
or writing purposes the oil lamp or
:andle is the best, because of ita soft,
i rellow light. Daylight, of course, Is
I ho ideal. It is a mixture of all colors,
! *nd, as far as the eyes are concerned,
1 ‘he green, yellowish rays predominate!
I *t is the Invisible and ultra-violet rays
l that are so harmful, and in daylight
there are not enough of these to hurt.
Of the various forms of electric light,
4ie violet Is the most harmful.
Electric Signs for Churches.
Many churches are adopting electric
signs, says a writer in the National
Magazine. Why should not more of
| them bring their location and voca
tion to the attention of the public by
j this method? There are thousands of
drangerH In our large cities each night
«ho would be glad to participate in
devotional services if they were at
tracted by an electric sign a few
blocks distant. It would seem that
our churches can Increase their use
fulness to the general public by pub
licity of this nature.
Our Electric Railways.
There are 1,250 electric railways In
the I'nlted States. They operate 36,000
miles of single track, 75.000 cars and
carry 10,000,000.000 passengers a year.
The gross annual Income of these
roads Is f440.oOO.000, their capitalisa
tion Is f4.000,000,000 and they employ
225.000 persons, whose pay amounts
to f 150.000,000 a year.
Japanese Electric Works.
Japan has 879 electric works, using
400.000 kilowatts of electric power, all
the progress of only twenty years.
The number of electric railways is
thirty-one, with a trackage of 667
miles. Telephone subscribers number
109,782
NEW TELEGRAPHONE IS ODD
Instrument on Telephones Will "Regis
ter Messages When Person
Called Is Absent.
Poulsen's telegraphone was first ex
hibited in Paris in 1900 and for ten
years there has been considerable dis
cussion of the practicability of estab
lishing instruments on telephones
that would record messages should
the person called happen to be away,
but the first line has recently been
put in operation In London. Tbls
system differs somewhat from tbo
Poulsen invention, but is even more
unique. Poulsen would have arranged
his telephone so that the record was
left on u ribbon of steel something
like a stock ticker, but the scheme
now in actual use involves the use ol
the phonograph. A transmitter is at
tached to the phone and a record pul
in place whenever it is necessary tc
leave the house. When you return
you take off your record, put it on
your phonograph and hear your
friends message in your frier’s
natural voice, just as you can sit back
and listen to the canned genius of
Caruso or Melba.
DEVICE JOGS ONE’S MEMORY
Electrical Arrangement on Watch At
tached to Wrist Will Give Owner
“Rousing" Shock.
Most of us have had recourse at
some time or other to the time-hon
ored practice of tying a string around
the finger to enable us to remember
to do a certain thing at a certain
time.
A more elaborate device Is shown
In the illustration which is the inven
tion of two citizens of Austria-Hun
gary. It consists of a battery and In
duction coil and a specially mads
watch. Wires from the secondary
An Electrical Reminder.
of the coll lead to electrodes strapped
on each side of the wrist. The watch
closes the circuit to the battery at
any predetermined time, which starts
the Induction coll and gives the sleep
er a “rouBing” shock.
Reproducing the Voice.
The wire connecting the transmit*
ting .and receiving telephones Is
traversed by an electric current which
varies In unison with the vibrations
produced at the diaphragm of the
transmitter. This current is led to
the receiver, which Is composed of a
thin Iron diaphragm placed In close
proximity to an electric magnet. The
varying currents passing through tho
magnet cause It to attract the re
ceiver diaphragm with varying Inten
sity, corresponding to the sound
waves set up by the voice of the
speaker, thus mechanically reproduc
ing the voice.
| ELECTRIC^
NOTES
The United States has 87 tele
phones for each 1,000 residents.
Great Uritain imports nearly 50,000,*
000 electric light carbons every year.
It is now possible to telegraph di
rect between Montreal and Australian
cities.
A moisture, gas. and even explosion
proof telephone for use In mines has
been Invented.
So perfect an insulator is dry air
that it takes 10,000 volts of electricity
to leap a gap of one inch.
The repair and removal of Instru
ments costs the New York Telephone
compnny $6,000,000 a year.
An automatic electrical recording
target for Indoor shooting with mini
ature rifles has been Invented In Ung
land.
Steam railroad employees do not
mnko the most desirable crews for
electric trains, for some reason or
other.
The stereoptlcon. Instead of a page
boy. Is now used In some New York
hotels to summon guests to the tele
phone.
Thirty years ago the most enterpris
ing hotels were putting In electrio
lights. Now no hotel is so humble as
to bo without them.
To leave a person's hands free
while telephoning a Canadian has In
vented a Jointed arm to hold a receiv
er at any desired angle.
The Chinese government Is consld
ering plans to extend Its wireless sys
tem to connect the principal ports
with the capital of the empire.
A cheap method of making nitrate
for fertilizing purposes consists In
passing an electric current through
sea water and then passing electrified
air through the resulting solution.
BUSINESS ME PROFESSIONAL CUES
P. H. NAPIER,
Attorney-at-Law,
WAYNE, W. VA.
VU1 practice In Wayne and ad Join! n« ©ounNaa.
J. R. GIESKE,
Arcliiteot,
CEREDO, W. VA.
Offico at Hoard Brick.
J. C. Geiger, M. D.,
Practice Limited to
Eye, Ear, Nose and Throat,
Cor. 9th St. and 4th Ave.t
HUNTINGTON, W. VA.
Robert Wright, Jr.,
Contracting Painter
CEREDO. W. VA.
Work done In the best style and at reason
able prices. Paints and Wail Paper lor sale.
W. H. ADKINS,
THE BARBER,
Guarantees His Work
to Give Entire
Satisfaction.
00 to hi* *hop and get a dean shAve end a
alca hair cut and you will look ten y»*ar» yoitnfi
»r. fchop uaar corner of “B" and Main Mreata,
Coredo. W. Va.
T. T. McDougal,
Fire and Life Insurance
AGENT,
CEREDO, W. VA.
Represents Strong and Reliable Piro
companies and an old-line Life Com
pany that gives largo dividends and
asuas splendid policies.
i
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Caveats, and Trade-Marks obtained, and all Pat
ient business conducted for Moderate Fees.
{Our Office is Opposite U. S. Patent oir'icf
and we can secure patent in less time Lhau those
> remote from Washington.
| _ Send midel, drawing or photo., with descrip *
itioo. We advise, if patentable or uot, free ofj
charge. Our fee not due till patent la secured. J
1 A Pamphlet, “How to Obtain Patents,” wlihs
i cost of same in the U. S. and foreign countnej]
>aent free. Address, !
C. A. SNOW & CO.’
' Opp. Patent Office, Washington, D. C. j
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