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THE ' PENSACOLA JOURNAL. MONDAY MORNING, OCTOBER 27, 1919.
MERCHANTS' COLUMN VEKCHANTS MANAGHAN MINES ?HE -HUMOR VEIN-" There's a merchant In Philadelphia ho is a genuine optimist at least who ! 'ipvts that there la a streak of humor ,x somewnero 111 me mancu ui 9 . 1 A every human being ana oniy aw&us to light by a skillful appeal .-. thei humorous sense. That man is tr y J anagnan, uruggisi, m ninth street and Allegheny avenue, who is so firmly convinced of this that ve has applied It to all angles of his business, u., advertisements. window dis- v.ays. show cards and counter trims bear testimony to his faith In the comic side of human nature. "Every aa his an Ingrained humorous vein la l.im if you only know how to find it. Vo matter how serious his business may ba or what weight the problems ,rith which his mind Is wrestling, the ,verape man looks with relief to any thing that will make him smile or help to show up the brighter side of life. That is why I always make it a point t0" appeal to this sunnier side, and I teiieve that I've been very successful in (Join so, greatly to the advantage of my business." ' Mon;ighan"s advertisements, run In a neighborhood newspaper, always take the form of Jingles containing a humorous allusion to some kind of uttment and inviting the reader make a trial of his remedies. to "REASON-WHY "REASON-WHY" HEIP WANTED ADVERTISING Gimbel Brothers. New York, took a fUt-r" in the help market -with a three column advertisement in a New York Sunday paper, explaining the advan tages of department store work. The Sunday advertisement reads: Women and young girls earn the highest salaries in years at big stores. New York's great stores have be come the most attractive places to work that women can find for a num ber of reasons: First. Hours are attractive 9 a. m. to 5:30 p. m., with Saturdays off .luring July and August. Liberal va cations with pay and convenient rest hours during the day. Second. Transportation is easy, stores being located in the best neigh borhoods and in fine modern, fire proof buildings. Third. Associations are very con genial, bringing women and girls into contact with shoppers who represent the best people in New York and with fellow-employes of high character. "Fourth. Women working in fac tories or doing work that is not con penial; women at home who want to earn money, or young people just -tirtLii? in will . find store work as saleswomen most interesting and a valuable education. "Filth. As to salaries, it is said stores are paying highest wages and commissions In their history and many women are earning what would be culled very liberal salaries. ".Vote: Women who want to work part time, either morning or after noons, may find splendid positions.' STORES FEATURE SERVICE PEDDLERS CAN'T GIVE. In some towns more than others the transient or house-to-house competi tor cut into the sales noticeably. At one time house-to-house venders of corsets sold to many of the women. This was once true of Laramie. Wyo. According to Gish & Hunter, the women used to believe that they were getting advantage of economical prices. They could not feel that they were getting expert service, because the women who peddled the corsets were not trained or even experienced us retail sellers. Therefore, the store counteracted the competition by playing up to the very limit the expert fitting service of the store's corset department sales people. Then they sold brands that the women have come to recognize as ftandard. They enlisted the doctors who sent many women who had pe eu.iar needs in the corset line. As these women were fitted satisfactorily thy became advertisers for the store. -now the peddler has become a weak competitor of the store. THIS STORE STARTS WITH THE BABIES. The Derge-Bodenhausen Clothing Lomp.my, of St. Joseph, Mo., believe ia catching their customers young. In act, they make every effort to at tract their attention when they are "".! a few hours old. This doesn't mean that the firm pathtrs up the babies and brings them ilowr. to the store nursery or anything "' that kind, though they would un doubtedly do It if it were necessary. New Arrivals Fancy Bloater Mackerel, each 35c ; 10 lb. pail, $2.60. Aunt Jemina'a wheat Flour, 17c. Buck- Aunt Jemina's Pancake Flour, 17c But they are content to do the pre liminary "missionary" work through the parents on the principle that the hand that holds the purse strings Is the, hand that rules the sales. Every day the store secures, through arrangement with the city Board of Health, a record of the boy babies born within the last twenty-four hours. and even "before these notices appear In the local papers the following tetter is sent to the mother of the new in fant: Dear Madam Under separate cover we had sent you by the Baby Mine Publishing Company . a book, called "Baby Mine." No doubt you will find valuable information on every pace of this book, and we trust that same will be of service to you. : I Yours truly, Each of those letters is personally signed by Roy C. Bretz, vice president of the Derge-Bodenhausen Company, and the "Baby Mine" book, arriving a few days later, always proves of interest to the mother because it con tains directions for feeding, clothing and caring for the new arrival. Nat urally this attention Is appreciated and Inclines the father of the family to drop in at the D-B store the next time he needs anything in the line of clothing. But, while this attitude on the part of the grown-ups is distinctly pleas ing to . Derge-Bodenhausen. it Isn't what they are striving for. They are after trade which will last for many years to come all during the lifetime of the baby, the boy and the man. in fact. As the second step in the campaign they send the1 baby, when he is a few months old, a tiny pair of trousers cut to fit the average Infant of that age, and many mothers have recipro cated -by having the child's picture taken in "his first pants." Accom panying the pants is the following letter: My Dear Little Man: Your are invited to the boys department, where you will receive a birthday present we have for you. Extending you many happy re turns of the day, we are, Yours truly. From this time on the boy is con sidered to belong to the "live list" of sales prospects, and letters are sent to him and to his parents from time to time, calling their attention, to va rious timely lines and offerings. About the time, according to the company's card-Index file, when the boy is ready for his first pair o( long trousers he is sent the letter which appears below, the address "Dear Sir"! being a touch which has helped won-j malt .or fermented, liquor, liquid com derfully, because every boy likes to , pounds, whether medicated, proprle- think that others realize-his arrival at the estate of manhood: Dear Sir It has been some time since we wrote you. Nevertheless, we hope you are still one of our customers.' You won't remember, but we sent you your first pants (ask Dad) and now you are ready for your "first longs." ' -" We would like very much to have the privilege of introducing you to our men's clothing depart ment, just for old times sake. " Yours truly, 1 This letter, at first glance, does not appear' to possess much se ing punch." There Isn't a single mention of price or even of quality in it. But it has produced exceptional results be cause of 14s friendly tone and the fact that it takes for granted the point that the recipient will have no further use for the boys' department. From the moment he receives this letter the hnv rinesrTt. e-lve his narcnts a mo- " ... 1 mAmt'a naiA itntil lnvd,t ' In hilt first pair of long trousers and it's a practical certainty that these will come from Derge-Bodenhausen. The purchase of "D-B" clothing has thus become a habit, the former baby Is trading in the young man's section and everybody is happy. "Mike" Writes Ads Just as He Talks. Twelve years ago M. H. Doeffier, known around Grand Junction, Co., as "Mike." started his 'clothing store on $4,000 borrowed capital and decided that he would rest his advertising case on personalized advertising. He would be himself talking to the readers of the advertising. If. 1919 contiues as it is, his sale for the year will be "about 1,000 per cent over those of the first year. . ' Kach Loef f ler advertisement 'usually a single column piece, is made up of "Mikeograms." and so headed. " Each is signed ,Mike," There is no formal language in the body nor formal sig nature at the bottom. But, personal and . interesting as they all are, each brings in the merchandise talk as forcibly as the most so-called efficient advertisement written In "undertaker's EnglishThe proof Is in the sales for Loeffier sells wherever tie local news papers circulate. T was influenced In selecting this style," said Mr. Loeffier, "by the sim ple fact that you can clip advertise ments and when you cut off the name plates of them you cannot tell whose nine out of ten of them are. I believe that an advertisement should reflect the individuality of the advertiser and his firm. Especially in the smaller community. "When I first began to advertise I decided that I didn't care to write the same sort of advertisements that everybody else was writing. So I didn't write any. I talked it! I aimed to talk to my prospective customers Just as if they were at the counter and I was there with the merchandise in ny hands, selling it to them. My adver tisements may not be college English, but I believe they are every-day human talk. " Here is a typical Loeffier advertise ment: MIKOGRAMS k It takes your friends to say horrid truths about you. : For instance: ' I had to make a trip to Chicago to replenish my stock of Blank brand clothing and to pick FEED c VJHZ PROF AND FAMILY TIHACA, N. Y. The "Feed a Prof campaign Is-on. Cornell students are trying to raise a $5,000,000 endow ment fund which will be. used to properly remunerate the instructors. The football squad held a parade before the . Cornell-Williams , game. The campagne proper gets under way Oct. 20. HER DRY LAW TO BECOME FACT AT TWELVE TONIGHT RESUME OF PROVISIONS OF BILL SHOW VHAT MAY AND WHAT MAY NOT BE DONE AND EX PLAINS PENALTY FOR VIOLA TION. What You Cannot Do. Make or sell wine, beer, gin, whis key, ale, .rum, brandy porter. Call any beveraKe beer ale, porter. Transport any beverage containing one-half of one per cent alcohol. Store v any such liquor in room or rooms of hotel, lodging house, or any building a part of which is used for business purposes. Make or sell any spiritous, vinous. tarv. patented, or not. and by what- ever named, called, containing one-half of one per" cent or more of alcohol by volume which are fit for use for bev erage purposes. Get. a liquor, doctor's prescription calling for more than a pint.- . , Get a liquor prescription oftener than every ten days. ... . Get a liquor prescription from any person but a physician holding a per mit "to prescribe intoxicating liquor. Accept or receive a consignment of liquor. Advertise by any means liquor, its manufacture or sale. Advertise, manufacture, sell or pos sess for sale any utensil, contrivance, machine, preparation, compound, tab let, substance, formula, direction or recipe advertised, designed, or intend- ed for use in the unlawful manufac ture of intoxicating liquor. Possess any property designed for the unlawful manufacture of liquor. Transport Intoxicating Jiquors in any wagon, buggy, automoDiie, water or air craft, or other vehicle. What You Can Do. Manufacture, buy, sell or store beer. ale. or porter, containing less than one-half of one per cent alcohol by volume, provided that they are called by some other name than beer, ale or porter. . Manufacture, buy, sell or store wine containing less than one half per cent of alcohol. Manufacture, buy, sell or store sweet cider and vinegar. Manufacture liquor for non-beverage up a few snappy ties, sox and shirts. : But my friends insist I went to bid one last farewell to a footrest in the shape of a brass rail, to blow the foam off the top for the List time to say, 11 take the same" just once more you know the mean things your friends will say about you. But. honest to goodness, I went to buy some new Brand Clothes; and. besides with highballs at 40 to 60 centsjer copy, there is a limit, and. besides again, I am absolutely eligible to run tor school director even on a prohibition ticket if you don't believe it, ask Charlie Jones or Mrs. Gallupe. Never once have I applied for a permit. (Again my friends say that I went after it in person. False again.) But, anyhow, I brought back a real swell selection of real pretty summer suits the kind that always keeps this store of ours at the head of the pro cession. . ' See some of them In the windows. I would go to the moon, even though it were dry, if I knew I could -buy something good for you. MIKE At the Fountain. 425 Main. Gets Good Results. From Scissors ' Sales. A common article, such as a pair of scissors, lends itself to ' successful sales possibilities, as the demand for scissors is always good and the assort ment endless. The Bronson Company, of Cleveland, holds such a sale monthly, .displaying all sizes,; shapes and kinds, from the commonest to the specially designed scissors on vel vet lined trays, sales has been greater than the last and a very satisfactory business has been developed on this article. ' - . . A PROF CORNELL purposes and wine for J sacramental purposes after having applied for and received permit from . the commls- sioneer of internal revenue. - Get permit to make and 'sell patent medicines and flavoring extracts con taining alcohol. Distribute wine for sacramental purposes, or like religious rites. Industrial plants may receive per mits to manufacture and sell alcohol to be used exclusively for other than beverage purposes. You Can Be Punished For violation of any or all sections of the "National Prohibition Act" by fines from $100 to $2,000, and by Im prisonment of not less than 30 days to two years. The lightest punishment goes to first offenders. . The Big Exceptions. No Search warrant shall issue to search Any private dwelling occupied as such unless it is being used for The unlawful sale of intoxicating liquor, or unless it is in part used for some business purpose such as store, shop, saloon, restaurant, hotel or boarding house. : The term "private dwelling" shall be construed to include the room or rooms used and occupied not transiently but solely as a residence In an apartment house, hotel or boarding house. It shall not be unlawful to possess liquorsjrj one's private dwelling while the same is occupied and used by him as his dwelling only and such - liquor need not be reported, provided such liquors are for use- only for the per sonal - consumption Of . the . owner thereof and his family residing in such dwelling and of-'his bona fide guests, and further provided that such liquor was cot unlawfully acquired, possess ed and used. . These exceptions have not been in terpreted by the commissioner, and may or may not be. held to include home liquor manufacturing plants used for brewing, distilling, making hard cider or wine for strictly personal iim Thv Vinwpvpr mflkf it unlaw. (ful to store liquor in one's private dwelling and to serve it to bona fide guests. The Law. Enforces the war prohibition act and the" eighteenth constitutional amend ment. It is called the national pro hibition act. . Most of the act becomes effective October 28. Some few sections be come effective after the amendment is attached to the federal constitution, January 16, 1920. Ingram Optical Co. - WE GRIND OUR OWN LENSES Everybody Loves Baby Augusta, Ga.: "From the time try baby girl was three months old I have given her 'Golden Me dical Uiscovery lor stomach, arul bowel disorders. My father suggested my giving her the "Discovery' ia doses of ten drops three times a day. The im provemert was very marked. She is now seven months old, hos eight teeth and ha never had any teeth 'ins trouble whatever. and I eive Dr. Pierce's Golden Medical Dis covery all the credit in the world for my baby's present perfect health. The 'Golden Medical Discovery has also been used by my sister for her babies when they were only two months old to help in digestion and she always praises it as highly as I do." MRS. W. G. COX, 843 Phillip St. Sufered with Asthma Macon. Ga.: "For about two years I suffered with asthma; this caused me to become verk weak and nervous. I took Dr. Pierce's Golden Medical Discovery for the asthma and the 'Favorite Prescription to build me up and, give me strength, and these two medicines cured me of my asthma and restored me to health and strength and I have never had any return of this ailment. "I am never without Dr. Pierce's Pleasant Pellets in my borne for use in the family when needed. They are the best medicine I have ever used to keep one in a good healthy state; they regulate the stomach, liver and bowels and are mild and easy to take." MRS. J. H. BATEMAN, 121 EU St. ttM Bifiom Attack and Headaches Athens, Ga.: "Dr. Pierce's Pleasant Pellets I consider ery good for biliousness. At times I have bilious attacks and head aches caused from my liver being sluggish and inactive, and my husband is also bothered with bilious attacks and consta pstion. Just recently we learned of the 'pleasant Pellets' and we find them just fine In relieving tbeee condition. They tone CD the whole system and give one a good apnetite." M.R3. ESSIE MEALOK. 115 Mitchell St. 3 I SLOGAN To Cure a Cold in One Day Take LAXATIVE . BROMO . QUININE (Tablets). It stops the Cough and Headache and works off the Cold, E. V. GROVE'S signature on each bf t. Jolson Asks Who Played Poker With Pocahontas ? "When John Smith went away somebody must have fed the kitty." So Al Jolson rises melodiously to a point of disorder, and brings down the house as he inquires: "Who played poker with Pocahontas?" Coupled with "Alexander's Band is Back in Dixieland," by Harry Fox. A-2787 85c MM . - Columbia Crmfonolam Standard Modal us to $300; Pariod Daaigna up to 92100 A COLD RELIEVER FOR FIFTY YEARS Dr. King's New Discovery has a successfnl record of half a century ' .. Time-tried for more than fifty years and today at the zenith of its popu larity! "When you think, of that, you are bound to be convinced that Dr. King's New Discovery does exactly what it Is meant to do soothes cough- raw throats, congestion - tormented ' chests, loosens phlegm-pack, and breaks the most obstinate cold and grippe attack. Dr. King's Is safe for your child, for your mother's cold, for the kiddie's cold, cough, croup. Leaves no disagree able after-effects. 60c a bottle at your druggist's. Bowels Act Sluggish? Irregular bowels often result in seri ous sickness and disorders of the liver and stomach. Make them act as they should with Dr. King's New Life Pills. Keep the liver active the system free from waste. 25c a bottle. Adv. SPANISH WAR VETERANS MEET Spanish War Veterans will meet this evening at the usual hour at their headquarters in the cour.ty court liouso building. All niernbtrs are asUed lo b present. for Nora. "Oh! What a Pal Was Mary" Here's a good old-fashioned ballad song that's making one of the biggest sentimental hits on record. Henry Burr sings the appeal ing words and beautiful melody with sincere and tender feeling. Coupled with "Waiting" (from "Listen Lester"), by Charles Harrison. A-2786 85c A Few More Mid-Month Hits I'm Forever Blowing1 Bubbles ' Columbia Saxophone Sextette Beautiful Ohio Blues . . . 'Columbia Saxophone Sextette Tell Me (FoX-trot) . . . . Waldorf Astoria Singing Orchestra Breeze . ...... . The Synco Jaxz Band Matldy, From "ZieRfeld Follies of 1919" . . . Van and Scheack 1 11 Be Happy When the Preacher Makes You Mine Irving and Jack Kaufman Get the New Columbia Novelty Record Booklet. Every Columbia Dealer Has It Nw Columbia Racord on Sal th 10th and 20th of Every Month . COLUMBIA GRAPHOPHONE COMPANY, NEW YORK. TO ALL WOMEN vrun nnc in i vvllU Hilt. ILL This Woman Recommends Lydia . Pinkham's Vege table Compound Her Personal Experience. 1 McLean, Neb. " I want to recom mend Lydia E. Pinkham's Vegetable . compound to all women who suffer from any functional disturbance, as it good than all the doctor's medicine. Since taking it I have a fine Healthy baby girl and have gained in health and strength. My hus' band and I both praise your med icine to all suffering women." Mrs. John Koppelmann, R No. 1, McLean, Nebraska. This famous root and herb remedy, Lydia E. Pinkham's Vegetable Com pound, has been restoring women of America to health for more than forty years and it wilf well pay any woman who Buffers from displacements, in flammation, ulceration, irregularities, backache, headaches, nervousness or "the blues" to give this successful remedy a triiL For special suggestions In regard to your ailment write Lydia E. Pinkham Medicine Co., Lynn, Mass. The result of its long experience ia at your service. i :t mtbia Nora Baves Couples Jerry" with r'Tn Miami1 u The contrast between these two vivid songs on a single record : gives Nora a chance to show her amazing versatility in character study. From an Irish brogue to a Southern drawl is a wide jump, but its just a melodious skylark A-2785 85c fA-2784 1 85c JA-2783 1 85c A-2780 85c - &