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THE CLOVIS NEWS, THURSDAY, AUGUST 11, 1921 Official Paper of Curry County EDWARD L. MANSON Editor and Publisher Entered at the postoffice at Clovis New Mexico, as second class muttei BDdcr the act of March 3, 1879. TERMS OF SUBSCRIPTION One Year 2.0o Six Months $l.o( lTHfi Forrtitn AdveMi.inn Rrprrtrntntive THE AMI.KIC AN HKI-SS A.XlATION SHOUT TALK ON ADVKKTISINC Tin' lniil iH'-.vspapcr must always be llii' ui.-ii'i-Uiy nl' any advertising campaign lii .-ii'iii'il to catch the eye of thv masses uf t li people. I.y no other means can so large a portion of the lust I rude he reached. The local idea: "(ill, my dear fellow, I ca.inot lay off my clerk without losing him; 1 cannot change my location without losing it; I cannot suspend my insur iince wit limit. losing my protection but Advertising, thut's different. A I vertising is n faithful doir; I can kick him into the street whenever t feel like it and he wags his tail and conies bark when I want to wipe my feet upon hiin." That is not true. Advertising is i(.t different. It is a great force in liusini ss and many foolish claims are made fur it, hut it is not greater nor more powerful than any other factor of business. If any good j., t eiunc from it it must l(. kept on the joh. The local merchant should set aside a definite sum to he spent in a year. His expenditure should he hased ui.on n pcrivtitn-ro of last year's business nnd he shouldspenil it systematically lnn't let the question of "copv' frighten you to death; don't let him Ret the idea that "copy" is the whole thing in advertising. To be sure there's a great difference in the ef fectiveness of advertisements, but if ho will forget all about fine writing or being smart or clever; if he will forget tht. big sounding pet phrases which have been used so often that they mean nothing, nnd sit down und talk to the people of his community about his store and his stock and his service, he will write a good ad with out knowing it. Is there any good renson in the world why the local people should buy the merchandise? Let him tell them the reason ; and tell them again and keep telling them. That's ad vertising good advertising. Has he anything in stock that Mrs. Jones or Miss Smith or John Brown would be interested in? Let him tell them about it, and tell them about it next week, and tell them about nothing else, until they know beyond doubt that he has about the niftiest stock of goods ever brought together. That's advertising good advertis ing. And it will pay. R. T. Porte. Clovis has the opportunity to make one of the largest towns in New Mex ico. It has the railroads, it has the water, it is surrounded by a large body of fine land and is properly dis tanced from other largo towns. The spirit of pull-together and work to gether will make us some day the largest city in the entire eastern part of the state, if not the whole state. MAKE TOURISTS FEEL AT HOME IN CLOVIS. Dr. A. L. Dillion, president of the Kiwanis (Tub, said in a talk at the Club this week that Clovis citizens were making a mistake by not paying more attention to the auto tourists. Doctor billion snys on a recent auto mobile trip he noticed that people in other towns paid little attention to tourists nnd he resolved when he got home he would profit by the lesson he had learned from the neglect of other towns. The president of the Kiwanis (Tub says that since then he has been trying the plan of getting acquainted with tourists, telling them some good things about the town and county and being ut service to Ihem were possible in giving direc tions about roads, etc. This is an ex cellent example for Clovis folks to follow. Something like fifty tourists come through Clovis each day. Many of these people are looking for homes and would be glad to get some first hand information about the town and country. Let's all turn into boosters and see if we call not make the tour ists feel more at home when they pass through this section of the stnt They will remember the courtesy and have a good word to say for" Clovis. o Curry County will raise the largest crop of corn, mui.e and kaffir this year in the history of the county. With the wonderful amount of grain that will be in the hands of the farm er, the hog population of the county should be greatly increased. Hog raising on the plains is a profitable industry and fat hogs will be a good route to market this surplus grain crop. o Cooperation and team work are what builds towns. Real live towns und cities do not often "just happen." They grow and progress because the citizens work together in harmony. If Clovis inaugnurates another pav ing program it will be unfortunate in deed if West Hagerman street can not be puved and also East Hager man and Mitchell. Tho former will make it possible to always get into the elevators with loaded grain trucks nnd the latter will furnish a good street to the depot. With the paving thai has already been done much water wll be drained onto these streets ami without paving there will be times when they will be almost im passable. The American Legion boys deserve a good patronage at the Hound-Up that will be staged next week under the auspices of the pint. The Fourth of duly program was unfortunate in that the rain cnused u considerable financial loss. The Legion members will attempt to make some profit1 out of the entertainment next week to wipe out some of their old obli gations and deserve a liberal pat ronage. In addition to needing the patronage they promise a dandy pro gram that will be worth the money. Much interest will next week be centered on who the two parties will put out for senatorial candidates to go before the people in September. Mr. Uursuni will be the nominee of the Republican party. He has no op ponent for the nomination and if he did have would get the nomination hands down. In the Democratic ranks a score or more prominent men have been mentioned but there is now not much likelihood where the nomina tion will fall. o A meeting has been culled to dis cuss plans for the Curry County Fair this fall. The fair was very success ful last fall and should by no means be abandoned. Many citizens of Curry County do not really appreci ate what can be .accomplished right here at home until there is a general exhibit of products. The fair should really be held early enough so that a choice exhibit could be sent from D The Union Mortgage Co. We want to figure with you when you need a farm loan, when you want to sell, either land or city property. When you want to buy property of any kind. When you want any kind of insurance. PROMPT SERVICE OUR MOTTO The Union Mortgage Co. (2)(1) 0 . m The Optical Shop Located in Lyceum Theatre Builidng i a H ft Is the only Optical establishment in the city that deals "EXCLUSIVELY" with the examina tion and fitting of eye glasses. REMEMBER I specialize in the examination and Utiug of children's eyes and school starts next month. Play fair with your children and don't have them go through school with defective vision or eye strain. It's better to be safe than sorry. If you are in doubt, bring your children for an examination. I will gladly tell you if no glasses are needed. KNOW. See C. E. WORRELL, Registered Optometrist At The Optical Shop Where the Best Glasses are Made In Lyceum Theatre Building. CLOVIS, N. M. I GUARANTEE ABSOLUTE SATISFACTION fioin here to the Tri-State Fair which will he held in Amarillo this fall. o DOES IT PAY TO TREAT FOR SMUT? Orvil I'attison in the Claud com munity treated all hi seed win at for smut lust fall but he hired a drill which had infected seed in it and did not clean it out thoroughly before starting and the first few rows of wheat that he sowed was smutted while the rest of his crop was per fectly free from smut. John Byrne in the Pleasant Hill community treated his seed wheat for smut but left a portion untreated and lie says he can tell to the very row where this wheat was treated and where it was not. Do not expect to get ko1 results if proper precautions arc not taken. Re sure you have a 40 per cent so lution of formalin. Thoroughly wash all sacks or containers that are used for handling the irrain after it has been treuted. Wash the drill out with the formalin solution before sowing the grain, Farmers who treated their grain last fall are more thoroughly convinc ed that it pays. CAMERON NEWS Will Patterson, of Oklahoma, is spending an indefinite time with his uncle Jim Patterson here. Messrs. Paul and Phil Mote and their wives spent Sunday night at Cleveland Johnston's. On account of the sickness of her father, Lula Lobban was called home from Clovis last week. Mr. Lobban continued not improving and was taken to Clovis Monday where med ical aid coulJ be had more conven iently. Mr. and Mrs. Jim Mammons visited thiir daughter, Mrs. Susan Mote Friday. Miss Olena Jordan is spending few days with her sister, Mrs. J. D. Cameron. Mrs. Montgomery and Beulah were shopping in Clovis Thursday. The renters on E. W. Leache's places completed harvesting 740 acres of wheat last week, some of which made 20 bushels to the acre. Several people around Big Buffalo lake have recently heard the screams of an animal they suppose to be a panther. Mrs. F, M. Morrison made a busi ness trip to Clovis a few days last week. L. M. Boney's brother of Plain vie Texas, brought a large thresher here last week. C. M. Wilkinson has been on tht sick list for the past week. Frasher and Charlie Bolding left Tuesday for their claims at Enclno, N.M. Prof. J. A. Conway and family of Hollene and Mr. and Mrs. A. W Cameron, Sr., of Cameron arc plan nine to make a trip to Oklahoma next week to visit relative. ' Kenneth VandeVender returned Sat urday from the hospital at Tucunv carl where he went for treatment for blood poison in hia arms. T. M. Jorden and family spent Sunday with J. D. Cameron and fam ily. Mr. and Mrs. A. W. Cameron, Sr., spent Monday in Clovis, Rev. Ficky filled his regular ap pointment at New Hope Sunday morning. Paul and Phil Mote completed cut ting their 400 acre wheat crop which they raised on J. Z. Isler farm Sat Mr. and Mrs. Stark nnd six children of (Jaines county, Texas, are visit ing Mrs. Starks' sister, Mrs. Kdna Johnston. Mrs. A. W. Cameron, Sr., return ed home from Las Vegas last week. Isaac Holm's parents who live in Texas, are visiting him. A. W. Cameron, Sr., started on a business trip to Carbondale, Col i. Saturday. I specialize in the examination and fitting of children's eyes C. E. Worrell, Registered Optometrist at The Optical Shop in Lyceum Theatre Building 8-11-tfc. If you and a few others weie rr moved from this world now many nelly good husbands would theiv be lift? Women look into n mirror in order to see themselves as they want others to see them. Millionaires are often successful in matrimony and unsuccessful in love. fll IhSJiAkb i fir Flavor is sealedm hy toasting Modern Service Station In Now Location We have moved our place of business from West Grand Avenue to West Washington Ave., and will be in the same building with CLOVIS WELDING- SHOP In our new location we will be better pre pared than ever before to handle your busi 1 ness. Modem Service Station Clovis, New Mexico DODGE BROTHERS Announce a SUBSTANTIAL SEDUCTION in the PBICES ON THEIR CAES EFFECTIVE JUNE EIGHTH SKARDA MOTOR CO. I V urday.