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The Nevada County picayune. (Prescott, Ark.) 190?-current, January 04, 1923, Image 3

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Persistent link: https://chroniclingamerica.loc.gov/lccn/sn90050306/1923-01-04/ed-1/seq-3/

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advertising and
ITS VALUE IN 1923
(By Wm. If. Rankin. President Win.
IT. Rankin Company)
The daily newspaper is one of tlie
greatest forces for public good in
American life. And great as i- thee edu
cational quality of the news columns
jind of the learned editorial comment,
it is not in these. 1 venture to believe
];rs tin' greatest value of the newspaper
to the people at large. No. the true
mirror of the times, the true reflection
of our national prosperity: the true
pope for the future is to bo found in
the vivid, electric, stimulating advert is
jug columns, without which the making
of the modern newspaper would not be
possible.
To the regular reader of a metropoli
tan newspaper comes almost uncon
sciously on his part a full and adequate
knowledge of the great merchants and
the great merchandise that do honor to
the solidity, the integrity, the lamest
and the fair dealings of this great
country of ours. And I am anxious
that you should realize, as I. who have
been conducting an advertising agency
tor many year-, realize through experi
ence that advertising is not a selfish
enterprise. I do not mean that adver
tisers tire philanthropists, but I mean
that by advertising they establish
names on which you know you can
rely: they establish good will, because
they have taught the public to trust
them: they establish trade-marked j
goods so definitely good, so worthily :
manufactured and so invariable and j
fine in qnalitv that tin* consumer has I
learned how implicitly he may rely on
these and so save wiste in buying and
economy by avoiding experiment.
The standards is buying which the
general public relies upon have been
established only by high class adver
tising. First the quality of the product
is established; then the name is estab
lished and thereafter, as the quality is
steadily maintained or improved, the
name, which becomes by constant and
persistent advertising a household
word, becomes increasingly valuable
and standard. You have only to think
a moment of the advertised articles
that you regard ns standard of their
class to understand how valuable ad
vertising has been to the great con
sumer. It is advertising alone that has
convinced automobile users that tlood
ridi tires are "Rest in the long Kun :
advertising that has taught millions o!
households how safe and economical it
j-. to use Wilson's “(Vrtiliod meats
; '-'—-roil don’t leave ;
> iif your rijl In the
3 middle of the
* . j and tfo to a fence
'H.st to read a sale bill
you? Then don't
-eet the other fel
■ to do it. |
n II ir.then, I
■. « o! t : ’ « -ther. *
1 w i i '/t t to
,-eiJty. uj -t. c..nce
• while seated at bli
e.
a n prospective ouy«
have him at your sale,
extra buyer often pays
entire expense of tb*
und It’s a poor ad thui i!
s won't pull that buyer.
; An ad In this paper reaches
! the people you are after.
Bllla may l>e a neeeasltv. but
I; the ad Is the thinfl that doea
I' the buainesa.
Don't think of havlne n l|
! special sale without uslne
| advertising apace In this
i paper. i!
One Extra Buyer
at a sak often pays the
entire expense of the ad.
Get That Buyer
You know, through advertising, tlmt
the “Sunsweet" prune of California
has graduated from a hoarding hoiis*1
joke to one of your breakfast table
delicacies, and that "Sunmaid" raisins
have a reputation far leyond any
question of price. If was advertising
that brought hack to smokers a pre
war price in the five cent Wm. I’enn
cigar; advertising which convinces
you to your own good that Columbia
P«atterios "last longer’’ and that
K\.-ready Flashlights arc as necessary
as your wool chains.
New York is a city of merchant
princes whoso names and high positions
were won through advertising. John
Wanamaker. Franklin Simon. Altmans,
i Janies McCreery. Mark Cross. Saks.
Rogers Feet & co.. Stern's, Lord &
i Taylor, Tiffany and Rest and Co.
These and dozen- of other name
j equally high-placed have become known
as tin heads of houses of utter relinbjl
jity -olely because of advertising which
jthey have lived uji to always. And
! every other city has its list of high
j grade merchants whose success is pri
! atarily due to newspaper advertising.
i And if advertising, which so largely
I helped us to win the war. has been a
great instillment in bringing us to pros
perity in times of pence, so it is to he
.a great and even great'T fa< tor in the
prosperity that ! see coming to us in
I 1023.
Let me give one concrete instance
of t!ie sort of service advertising gives
to the consumer: When in 1S7<> the
price of grapes was ST a ton, the price
of grape juice to the consumer was Si’t
a case In 1S!I0 with grapes selling at
sin a ton. the output of grape juice
hml been so increased by advertising
that it was possible to sell it at $4.75
a case. Then grape prices steadily
advanced until in lhl’l the grape juice
manufacturers paid S1 ,'ir> a ton. an ad
vance of 1.350 per cent: but at the
same time the cost of grape juice ad
vanced only 05 per cent. It was the
increased demand caused by national
advertising that enabled the eeotiomies
of big scale production and made the
product cheaper to all customers.
We are fortunate in having it govern
ment that believes in advertising.
President Harding himself is not only
a good newspaper publisher, hut a
mighty good advertising man. And he
Inis surrounded himself with helpful
advertising men. Prominent among the
executives of the government who
know advertising are Secretary of
Labor, .lames .1. Davis; Secretary of
Agriculture. llenry Walaco: 1’. S.
Senators Arthur Capper and Walter
M Ldge. and Albert 1>. Lasker. Chair
man of the Shipping Board. And now
Secretary of Commerce Hoover is ready
to put in an advertising department to
help the business men of this and
foreign countries promote sales and in
crease business.
Standing on the threshold of P.tl’.l
1 can see that the Dollar is going to
work again in earnest, and when old
Man Dollar goes to work Lady Pros
perity begins to smile.
Prospects were mver better than
thev are right now when we of the
I'nited States hold a commanding posi
tion in the trade of the world. I
want you all to believe in advertising,
for it is flic most powerful economic
factor that lias arisen in the world.
It means is f marketing; if
, , , iperut ve I t. i i estab
i | s j ecu’ i mil :. i. v e: . nay
compels, honesty and siptarc dealing,
creates confidence and by increasing
consumers makes products cheaper to
each one.
1 can offer you no better or more
helpful message for the New Year
than to urge you to buy advertised
goods. Itemember that advertising is
a real and \ ital educational force.
Lead advertising and realize how
sturdy and established is the reputa
tion hack of the advertisements you
read. Patronize stores that advertise
and use goods that arc advertised and
avoid substitutes and the economies
von will he able t<> make are sure to
aid in making the coming year a happy
and a prosperous one for all of you.
Cures Malaria, Chills
and Fever, Dengue or
Bilious Fever.
EAGLE“MIKADO”>
pencil No. 174
„ „ 7 ~ _ Made in five *rade»
For Sale at your Dealer
ASK FOR THE YELLOW PENCIL WITH THE RED BAND
EAGLE MIKADO
EAGLE PENCIL COMPANY, NEW YORK
MUCH MACHINERY LEFT
EXPOSED TO WEATHER
such Practice* Indicate Each of Farm
Thrift and Economy.
Good roads and good farm improve
ments will not give an air of thrift or
prosperity if there are outstanding
items of waste evident in any section,
as is pointed otit by \V. D. Ezell, county
farm agent of Arkansas county.
Mr. Ezell counted the machinery and
implements parked in the lot or ynr !
with no protection whatever as he
made a recent trip between Stuttgart
and 1 >e Witt. Mr. Ezell counted on!,,
the implement* which he could see
from the road and the following is tie*
list of machinery left in exposure on
farms along the mud:
-17 tractors. separators, li* grain
drills, 41 hinder*, 17 single discs. ;•
double discs, 4N gang plows, 7 corrti
gated rollers, ! gas-power hay presses.
(> horse power hay presses. 7 mowers
and s hay rakes.
There are in Arkansas county sou
miles of roads. l!0() mills of which arc
hard surfaced, according to Mr, Ezell's
report. There are Htd miles of well
graded main hihways and 20n mile* of j
cross roads and laterals that are littl"
! used. Mr. Ezell is taking til** road ho
tween Stuttgart and I)o Witt as a
basis for estimating the annual loss !
caused by leaving machinery in the ;
weather.
OISITIWKY
The Heath Angel visited the home el'
Mr. and Mrs .1 I! Cutaway of Rattan,
ukla. Sunday, (totoher 'Jit. 1!>22. at 11
o'clock a. m.. and took from them their
precious haby. Ruby I.ee. Ruby I.ee
was born \pril 4, 11121. died Oct. 20.
1022. Was laid to rest Oct. do. in the
I Snell cemetery at Emmet. Ark. Emmet |
was (lie parents' childhood home. She
was sick 10 days, was bad from the
lirst < tip. how anxious loving hearts
looked for a ray of hope, but every
change was for the worse: all medical
aid failed. Everything was done that
loving hands could do but she only
grew worst*, until the Heavenly Father
said it is enough, and sent His holy
I angel to hear the little spirit home to
dwell with Him ami with her little;
brother. Clarence, who preceded her toj
that land 11 years and 0 months,
words can't express the heartfelt sytn
pa thy we have for the parents and i
only brother in this sad hour. Ruby
I.ee was the sunshine of hte home, such
a sweet, loving, beautiful baby with
bright eyes and golden curls, she won
the hearts of every one with her bright
'smiles and winning ways.
Oh how hard it was to give her up.
I how lonely it seems without her. how
long the days seem to loved ones. It
seems as if their all is hid beneath tin*
depth of the grave hut dear ones, think
of the bright tomorrow when you will
meet her again in that beautiful home,
a mansion prepared for her. Don't
think of her as being dead, hut only
away: she was too pure, too good for
this old world. The Father in His
merciful wisdom saw (it to call her
home, there to dwell forever with loved
ones, gone on before, so let us live
wh*'ti the summons comes to us, we
can hear the Master say. well done
thou good and faithful servant, enter
into the joys of thy I.ord.
Cod knows, and Cod knows only,
how we loved the little child. It
seemed a glimpse of Heaven when it
looked at ns and smiled. The sound
of its myrtli and patter made music all
the day. and there never was a shadow
that it couldn't laugh away. Rut one
day the bright blue blossom of the
baby's eyes was missed, and the heavy
lids that hid them lifted not when they
were kissed, and the house was oh. so
silent for no patetring feet were heard,
and no echo in the silence by the baby's
voice was strived Down came the
white robed angel from the great white
throne above, and took our darling
Ruby Lee into the realms of love. Now
with little Brother Clarence she sit
beside the throne, and sings the Sa\
ions praises among the blood washed
throng. In our minds we almost see
her as her fingers touch the strings of
the golden harps of Heaven, how she
makes the music ring. She is waiting
there to welcome us when toils of life
arc done, with loving hands she's heck
oning father, mother, brother, hasten
home. —Auntie.
“A handkerchief is one symptom of |
;i cold in the head,” says-nil exehan«e. l
Hut even that dire necessity will hard
ly induce some people to use them.
Subscribe for the Picayune.
A Dramatic
Announcement
TEXT.—Behold the I.aml> of Clod that
taketh away the Bln of the world.—John
1:20.
The scene surrounding this text Is
dramatic. For many centuries the Jews
hud been waiting
i
l’or this announce
ment. John hftd
been specially set
a s i U e and pre
pared by <1ik1 to
make it. Multi
tudes from the
cities round al>out ;
were sureinp' tlie
hanks ul Jordan
to hear what tliis i
strange, f e r v i il •
voice from the ;
wilderness would !
say from day to 1
i day. other heralds, who nluzed the
; way for earthly sovereigns, have per- |
ished along with their messages; hut |
what John said is as imperishable as
the word of (leal, which, in fact, it is.
There Is wonderful power in these
words. Like the signboard at the
crossroads, they have pointed out the
right way to main a lost soul. In
some such words as these the mighty j
Spurgeon was led to look to Jesus for
peace and pardon. It is said that when
he was about to open the great Metro- ,
politan tabernacle, London, he wished
to test the acoustic properties of the |
new building, and instead of shouting j
from the pulpit meaningless sounds, he
used the words of our test. At the
time, he thought himself entirely alone
in the building; but a workman, who
also thought himself to be a*lone in
the building, heard (lie voice as though
it came down through the belfry from
above. This circumstance so Impressed
him that, as he afterwards relates, he
was converted on the spot.
If John was speaking under divine
inspiration, and he undoubtedly was,
then the “Lamb" or sacrificial aspect
of Christ’s ministry is of first impor
tance. Is it not more than passing
strange that the first official announce
ment of the Son of God was couched j
in language so unmistakably vicarious
or substitutional In character? Tills :
was no chance expression. The cross
here is Intentionally incorporated and j
for the simple and sufficient reason
that nn one can be saved apart from it.
Note the peculiar and significant
name given to Christ—“The Lamb of
God.” This correlates itself exactly
with the historical development of the
idea of redemption in the Bibb'. Kadi
age had its “Lamb.” The Antediluvian
age had the sacrifice of Abel ; the Pa
triarchial age the ram caught iu the1
thicket of Mt. Moriah; the Mosaic re- j
gime had the Pascal Lamb and tlie
historic "Goat of tin* Atonement”; the j
Prophetic age had the “Lamb" graph
ically pictured in the ofld chapter of
Isaiah ; the experimental portion of j
God’s word, including the book of *
Psalms, had a prophetic facsimile of
tin* crucifixion—Ps. —— : curb Gospel
has a vivid account of the transactions
of Calvary; the epistles of the New
Testament are full of the "Iilood"
more precious than silver and gold, I
and in the Apocalypse, the redeeming I
blood of tin* Lamb, slain from the (
foundation of the world, lias a perma
nent place in every song of Heaven.
What a striking object John calls
attention to—we have here no mere
man. It is the Lamb of God, "Incar
nate I'eity," "Immortal Creator,” “An
; dent of Pays,” “The upholder of till
things” sinking under a weight of suf
fering, "The Light of the World” sus
taining nn awful eclipse, tlie "Son of
Righteousness” Immersed in the shad
ow of death, "The Lord of Glory"
expiring on a cross. Such is this
"Lamb of God.” Oh, Glorious Lamb!
Note again the universal burden ear
ried—“The sin of tHe world.” This is
the burden Jesus fell under on ids way
to tiie cross. See Ills great amaze
ment In view uf it and the thick dark
ness that enshrouded Him while lie
bore if. Kvery sigh, cry, tear, grief,
sorrow, anguish of the Son of God had
sumo reference t" it. Many have been
the plagues of this world, hut none or
1 all of these plagues together, fur por
tent ious consequences, art1 to he com
pared with the sin plague. This is
the greatest of all because it affects
i all, afflicts all, curses all and eventu
ally damns all, who die under its bane
ful blight.
There is still one further considers
' tion in this striking announcement,
namely: this sin plague is taken away,
| removed. From the sinner’s heart?
Yes. Taken away from the liar of
j Cod's judgment? Yes. The sight of
i His omniscient eye? Yes. And it is
1 hurled, not only in the depth of our
! forgetfulness hut in the eternal obliv
ion of God’s forgetfulness—for He will
remember his sins no more who ac
cepts Christ as the Lamb of God—“In j
whom we have redemption through
His blood, tin* fprgiverjess of sins ac- !
I cording to the riches of ITIs grace.”
May I urge you, therefore, dear
reader, to do what the late emperor
of Russia did when a railway was to
he built between Moscow and Ht. Pe
tersburg? He took the maps and plane
of the engineers and asked for a ruler,
drew with his pencil a straight line
between the two cities and handing
the maps back, said: “This Is the
way to engineer it. We want no other
plan than one straight line." If you
have not already done so, make a
straight line to the Cross of Calvary,
tlie Lamb of God. Look and live I
-—-o
MISSOI KI PACIFIC
TIME TAIiLK CHANGED
The following time table went into
effect at I’roscott last Sunday:
Xort hound—
No. t - --fl :53 a. m.
No. 32 - 8:42 a. ia.
No. 8 2:50 p. m.
No 6 I ;23 p. m.
Southbound—
No. 5_ _11 :30 a. in.
No. 37-7 :.'i0 j>. m.
No. 3-10:48 p. m.
m GEM
MATINKK KVKRY DAY
THINGS
YOU
DON’T
KNOW
are often told about in
the movies. You see
them at every per
formance.
THINGS YOU
DO KNOW
are shown to you by
the movies in a differ
ent light.
25 cents admits you to the
best seat in the house
X
8
fe
Good Printing
Is the Dress
cf Business.
That !s the
Kind We Do.
X3
Let Us Show You
NL!J12XIX!XS^^
I Thedford’s
(Vegetable) r ,4 g
EfflQ
in# m# mi mi
vTrrrrr

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