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IDEAS ON ADVERTISING AN INTERESTING SUBJECT TREATED WITH SKILLFUL BREVITY BY A MEMBER OF OUR CHAUTAUQUA CIRCLE Advertising: in the dictionary sense of the word, has a history as old as that of the human race. Jnst as soon as there were more than two people m the world some sort of formal announcement had to be made by one or the other, and so has developed until the present time. This country of ours, has reached a point, where only a few. or a small fraction of people are unable to read. The American people are quick to learn, and consequently their de mand for reading matter is large, until to day they are reading or supplied with over twenty thous and papers and magazines, with a circulation from live thousand up to a million and more. These are some of the reasons for the merchant to advertise in order to sell his products. Advertising in the modern sense, relates almost altogether to magazines and news papers. Street Cars and posters should be subsidiary. Of course most large advertisers use all the mediums in proportion which their judgment deduces is best. But there are also many instances where firms have built up a large business by usiag street cars only, utterly ignoring the magazines and news papers. For instance The H. J. Heinz Company whose phrase,“One of the 57” is well known, have used street cars and posters only, with a few exceptions. And those of you who have visited Heinz, pier, ‘at > Atlantic city have seen the famous electric display advertising his goods. I will also mention another large and extensive advertiser using street cars, and posters. The Fairbanks Co., and their famous “Gold Dust Twins.” I remember teeing one of their display cards in a Minneapolis street car some time ago, which read as follows: “If we must clean up Mexico let the Gold Dust Twins do the work.” Both street cars and bill posting, are in the hand of a few companies, which have franchises, and options, as well as leased sites. To cover the United States ac cording to the estimate of one house would require 45,000 cards. This is supposed to represent one card for every full-time car. It, of course does represent one card in every car of all kinds. It has been estimated that it takes 45,000 cards to cover the country thoroughly. The cost of this service is from twelve to fifteen thousand dollars per month, with changes of cards as often as desired, usually once a week. A standard street car card is 21x11 inches in size. Bat many advertisers use cards of doable the size. There used to be a line of sub urban cars, running from Oakland and Berkley ferries in California, opposite San Fransisco, which car ries street car cards 4x3 feet in length. And no donbt those cards brought results. Bill posting is managed by large firms, or brokers, in various towns and cities. For instance in the city of Minnea polis they are managed by two large firms, namely, the Northern Display Advertising Co., and the Breslauer Blue Posting Service, who handle all the posters and Bill boards. And so in all large cities. The av erage price for posting is from 1 i i ! . $ By Mr. N. seven to nine cents per sheet, with a discount of 5 per cent if a contract is made for three months showing. It may be of interest to know that signs date from the time when man began to trade. At Thebes and Memphis as early as 2,000 B. C. there were experts in sign boards. When the mass of the people were unable to read, the shopkeeper called attention of pos sible buyers of his wares by signs in letter or figure. Then it was not so much his name, whether it be Murphy or John Smith, but what had he for sale. For instance, if he was a shoemaker or fish monger, the model of a shoe or fish was plac ed above his door or hung across the side walk. This same sign advertising was common thru the middle ages and later. To-day, London is a net-work of signs and vast bill boards of “ads,” fences, houses, walking men, trolley, horses, and rattling busses are plastered with signs. Addison lived at the close of the seventeenth century, and as a writ er in the Spectator found fanlt with streets filled with “blue boars, black swans and red lions.” Refer ing to these old combinations he says: “the fox and the goosa may be sup posed to have met; but what have the fox and the seven stars to do to gether? And when did the lamb and the dolphin ever meet except on a sign post?” European shop owners had spe cial signs. When an apprentice Bet up in business, he made a sign for himself, and added the sign of his master who had taught him the trade. Graduating from a shop called the “Three Nuns,” one add ed the device of a hare; what was the surprise of the shoppers com ing down the walk one morning to see and read, “Three Nuns and a hare.” From a time of long ago Inn-keepers have had an eve for business. They used signs compel ling attention. Often they put out a sign bearing the coat-of-arms of the big man of the town, or one of their prominent patrons, as was natural in England. The King’s arms was a great favorite, and the Inn was often called by the name, “Lion aad Unicorn,” because of the supporting figures. The Reformation period came and affected everything, including signs. Protestant faith changed or took down many Roman Catholic signs. What was called “St. Cath erine’s Wheel,” became “Cat and Wheel.” The words, “St Peter’s Keys,” which as you know, were the coat-of-arms of the Pope, be came “(’rose Keys,” and so on. But abroad, and here, are some signs which will outlive Methusalah’s age: I refer to the sign of the three gilded balls, which welcomes you at the door of your “Uncle Finkle stien. The barbers are also advertisers, using the striped pole as such. Per haps it would interest you to know how this started. Once upon a time, as all story’s begin, blood letting was the remedy for all diseases. When a man felt sick, and wanted to be bled, m addition to paying for a haircut or shave, and throw ing in a liberal tip, he went to the barber. His talkative friend com pelled him to grasp the pole during the operation, as this was supposed ILp' ■ : 5 • OUR MOTTO*—“It Is Never Too Late to Mend.” Stillwater. Minnesota. Thursday. December, 2. 1915. |jl %r So i% Uittlv Clock By C. A. Z. Small friend, your hands so busily at work From dawn of day till times calls ior rest. Point warning oft, when duty I would shirk. And urge me on to do my very best. Your face so frankly and fearlessly looks forth Upon the world of gladness mix d with J>ain. And tells me, “Grasp the present for ltswoith ’ To build the future for eternal gam. Your voice at nigbt. when dim the light and still d All sound, save yours and that soft voice above. Admonishes that destiny is filled With moments serv d by labor and by love. If faithfnllness and industry I show. And rectitude of character regain. As once again the bright high road I go 111 say: “my friend, you have not ticked in vain. “THE LAUGH IN DEVILS GULCH” Then followed a laugh that was caught up on the wings of the storm and hurled from rock and crag, that was thrown into his face, beaten in upon him mercilessly, relentlessly seared into his brain until his tortured, frizzled mind had fairly dragged his powerless body out of the grasping maw of horror. He did not know where his companion had been at the time, or where he had gone: though they must have come out of the Gulch almost together. That is, in substance, the story of the first victims of the Laugh of Devil’s Gulcb, as the loafers in the office of Gold Hill’s Universal Hotel, Emporium and Bar told it to me that sultry August afternoon. At in tervals since, seven men, drawn to the lure of the siren, gold, had gone in to Devil’s Gulch in search of the lode from which the free gold had come, and six of them had come out babbling idiots, raving of a someone, a something, that laughed. The seventh man, after spending nearly a week in the Gulch with a companion, found his comrade another victim of the terrible laugh. He left Gold Hill shortly after, nearly as daft as his partner, but he had not heard the laugh and could tell nothing of it. And now Professor Pierce, came to investigate the mystery, lay in the City lockup, raving of someone, of something, that laughed. The others had been untaught, superstitious men, probably with their vitality sapped to an extent by dissipation; but the professor was a man of edu cation and scientific training, free from superstitious fear or fancies,forti fied, one would think, against any possible shock or horror. The thing fascinated me, this puzzle; not so much the psychological aspect of it —I have never gone in much for that sort of thing—but from an engineer’s point of view. Here was a gold vein, eramensly rich by all the indications, guarded by a laugh that drove the seekers out of their minds, a laugh that came from the rocks, the air, the ground, a laugh so terrible to hear that not even a man of scientific training, specially prepared before hand, could stand up before it, and yet so indefinite that ncne of those who had heard it, could place it as the laugh of a human being, of an animal, or of the devil himself. That was what struck me most forcibly in all the stories, that a thing so familiar as laughter could impress itself upon the mind so forcibly as to unseat reason, yet without leaving any impression of the nature of its source. Well, after hearing so much of the weird tale from the loungers a bout the hotel office, I sought out Dr. Harris and by him was conducted to the cell where Professor Pierce was confined. The demented man was sleeping when we entered and after one look at him I had no desire to waken him In health he must have been a commandingfignre, well over six feet in height and broad in proportion, and with a leonine head indi cating a mentality in keeping with his evident great physical strength. But what I saw stretched before me on the rude jail cot was but the shad ow of a man, the pitiable wreck of one of nature’s masterpieces. His emaciated frame was drawn, even m sleep, into a contorted attitude of cringing fear; and his face —God, the horror of that face! I have seen, in the everglade regions of Florida, a negro hunter caught by a half sub merged and unseen crocodile, and drawn, in horrow-frozen silence, under the green surface scum of the stagnant water. I once saw, in South America, a great beast of a native Indian stand in fascinated horror at the A HALF-TOLD TALE By Beau Esprita. (Continued on jMff three.) BYERS TEAM DEFEATS M. S. P. All STAR TWIRLERS OF BOTH TEAMS OP A GREAT BAIL GAME IN POST SEASON BATTLE A couple of weeks ago we an nounced the close of our season and while we made the statement in good faith —we are pleased to note that we were somewhat premature, for thru the kind indulgence of old “King Sol” we were privileged to stage another game last Saturday with the Byers’ nine of South Still water. While the loss of last week’s game can be charged more or less to fielding errors —we can congratulate ourselves that it was not a shut out. It would have been but for the nerve and confidence of Ray and Carlt in their own ability to steal bases. [Some steal believe mub!] And that they did not over esti mate (heir powers is amply shown by the final score. Both teams shifted their twirlers during the game. The visitors three times and the locals twice. P. Byers opened for the visitors and pitched two innings, allowing one safe hit, and struck out one. Anderson in, one inning, allowed two hits, issued one pass and struck out two. E- Byers handed out one bit and one pass, while he struck out eleven in six innings. For the M. S. P., Flera allowed four hits, and no passes and struck out three in three innings: while Van, in six innings gave four hits, three passes, and fanned two. The scoring was practically all due to errors. The home team made eleven against the visitors’three. The main feature in the game was the visitors, machine-like playing. Underwood’s spectacular spearing of long drives to left and the work performed by the various twirlers. The fans were all pleased with Flem’s showing in the box but went wild over the return of their idol, Van, to the mound in the fourth inning. Lovely at third, did the best work he has done this season, pegging to first in fine style. Harry was back at short for the first time since his accident and we believe it was due to fear, for his ankle that caused him to be tardy in his field ing. f Better luck next time Harry.] Keck was back as umpire and bandied the same in fine shape. He was awake and doing all the time, and the players who put anything over on him will have to be pretty smooth indeed. In the first, Anderson fanned. R. Berger grounded to short and Harry fumbled the pickup and made a wild peg to first allowing the batter to make second, then he stole third, but was caught napping off the sack. E. Byers tripled to left and scored when J. Berger repeated for a single to the same quarter, the latter was caught stealing second. Wag to Red. 2 hits —1 run —l error. lor the M. S. P., Harry fanned. Pat out, P. Byers to R. Berger. Fanny out, E. Byers to R. Berger. 0 hits —0 runß. In tue second, Stone fanned. Zable singled to center. Underwood singled to left, Pat should have got this one. Burmaster singled to short forcing Zable out, Harry to Lovely. P. Byers flied to Carlt. —2 hits —0 runs —1 error. For the M. S. P.. Ray doubled to right, but was caught stealing third. Stone to J. Berger. Carlt and Lovely were both retired on flies. 1 hit —0 run 3. In the third, Anderson grounded out to Carlt. R. Berger again made By Post NubUa Pkoebtu. first on Harry’s error. E. Byers drove out a “beaut” to left which Pat misjudged and ran in for, the batter circled the diamond ere the ball was fielded. J. Berger Hied to left but Pat missed the chance. Stone singled to right forcing Berger out at 2nd., Ray to Red. Zable fanned. —1 hit 2 runs —2 errors. When the M. S, P., went to bat they faced a new twirler in the shape of Anderson from short, P, Byers going to the infield. Wag singled to left. Red made a nice bunt. Dela batting for Flem died to Underwood. Harry received a pass. Pat and Fanny were whiffed. —2 bits —0 runs In the fourth. Van replaced Flera in the box and Bergie relieved Pat at left field. The visitors were re tired in the 1-2-8 - order on flies, Underwood to Cart*; Burmaster to Red, P. Byers to Ray. —0 hits —0 runs. E. Byers replaced Anderson in the box in this inning and onr boys were retired in short order, Ray out P. Byers to R. Berger. C’arltground ed to short and made first on Ander son’s fumble, but was caught trying for second, Stone to P. Byers. Love ly fanned. —0 hits —0 runs —l error. In the fifth, Anderson flied to Fanny. R. Berger singled to center. E. Byers out. Van to Carlt. J. Ber ger raised one in front of the plate that Wag cared foi\ -?1 hit —0 runs. For the M. S. P., Wag flied to Anderson, lied and Van were fan ned. —0 hits —0 runs. In the sixth, Stone out, Van to Carlt. Zable out, Lovely to Carlt. Underwood singled to left. Bur master walked. P. Byers out, Love ey to Carlt. —1 hit —0 runs. For the M. S. P., Harry fanned. Bergie out. P. Byers to R. Berger. Fanny fanned. —0 hits —0 runs. In the seventh, Dela replaced Fanny at center. Anderson ground ed to third, Red and Dela missed a chance at this one. R. Berger was hit by the pitcher. E. Byers made first on a bunt, and Anderson scored on Wag’s wild peg to Carlt. Byers out stealing second, Wag to Red J. Berger walked. Stone sacrificed to third scoring R. Berger. Zable fanned. —1 hit —2 runs—-2 errors. For the M. S. P., Ray made first on a grounder to second that P. Byers fumbled. Carlt flied to Under wood. Lovely walked. Wag and Red fanned. —0 hits —0 runs —1 error. In the eighth, Underwood flied to Dela. Burmaster flied to Bergie, but he let the ball slip out of his ‘‘mitt.” P. Byers flied to Bergie. Andy out, Van to Carlt. —0 hits —0 runs 1 error. For the M. S. P., Van out, E. Byers to R. Berger. Harry and Ber gie fanned. —U hits —0 runs. In the ninth, R. Berger fanned. E. Byers out, Lovely to Carlt. J. B«-rger doubled to center. Stone fanned* —0 hits —0 runs. For the M. S. P., Dela popped to E. Byers. Ray singled to second. Carlt repeated to left, and they worked a double steal. Saxo batting for Lovely, fanned. Folly batted for Wag, Ray came home on the first ball pitched. Carlt stole home a moment later. Folly fanned. —i hit —2 runs. B. 8.T.: 1-0-2-0-0-0-2-0-0 5 M. S. P.: 0-0-0-0-0-0 0-0-2 2 Vol. XXIX: No >8 Score by Innings.