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Omaha daily bee. (Omaha [Neb.]) 187?-1922, November 15, 1903, EDITORIAL SHEET, Image 19

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7 TTplal fled
iVl and Deddinn :fiS&)V
ron beds, white VtttWiVlV
a. 78 i
enaml op blacic fln
l.23 Iron
6 00 Iron
-H foot-N
M $S.K Iron
Ish, Novfmbi
sale pries
11.23 Iron bed. fancy design November sale price W
Iron bed. bra rod, spindle and knobs, extended
-November sale price .
Iron bed. bra rod and spindles, finished In the ma-
n, hogany red ioclal November sale price
" tltm fanry Iron bed. rlchlr trimmed with bra, new blue
P enamel with fold trimmed chills, November sal price. .$.
12 AO Iron bed. rich deeljin In Quaker gray, white. and
gold November sale price Ilu.ao
3 13 four pouter Iron bed, fancy finishes November aale..$l00
122.00 full solid brass bed November sale price, IUt.75
In, $33 00 solid braie bed. heavy 2-Inch posts with mountings,
Sj November ssle pries 128.75
sH 40 brass lied, full extended bow foot, goose neck twists,
November sale pries .du
brass bed. richly trimmed with solid brass orna-
Ith the ew Cathedral mounts, special Novem-
rloe so w
frv pi solid bra
"HI ments. wit
ber sale pi
eddlng Nothing but clean, sanitary
fillings in all of our mattressas maae
fresn every day. Soma very special mattresses
African pslm leaf curled with cotton on one side, striped
tlciing special, St 6
Bnow flake cotton In Amokeag stripe ticking I7-T5
Cotton felt mattress, full tufted, in fancy strips ticking,
special, at 8 '
Oetermoor patent elastlo felt mattresses. We sre sole
agenta for these celebrated mattresses and carry same
In stock In all sixes and sold at Ostermoor special price
of. each l6W
Box Springs and Flna box prinq
Hair Mattresses mad m fancy
tioKlng with Imperial edged hair mat-
tress, bounded corners, for the set $knJ
Ws show the largest assortment of strictly high grade box
springs and mattresses every brought out ranging at 131,
137 and up to $05 for the box spring and mattress.
Folding Mantel fold! ng
BedS beds, full site,
fitted with woven wire springs
cable supported No
rchard & WMtaelmm arpet o
Great November Sale
Beginning of the third week of remarkable selling of new, de
sirable merchandise! 'Nevr before have we offered at sacri
fice prices su:h a vast assortment o: file, miiiutn an i to at price FuMhu.e, Cupjts and Curtain It's a sto:k reducing sale on
a broad p!an. Gooij all marked in plain figures, and mind you, we Have noi marked our gooJs up in pric: to shDW a larger re-
duction for seemingly more effective advertising purposes, each and every reduction a positive one no misrepresentations but an
actual saving In price if you buy during thi? Great November Sale
Great November
Sale Carpets, Rugs
Every yard of carpet in
this great Btock reduced
in price for this special
November sale.
Tapestry Brussels car
pets all reduced from 10
to 25c per yard. Body
Brussels carpets all reduced In price from 15 to 40c per
vember sale price),
ri .'si-5)r
Other mantel folding beds at $13.90,
$18 90, $17. Ho and tX.f. all at a saving of
from $3.00 to $7.00 during this special No
vember sale.
Upright Folding- Bed
A folding bed that will give the most satisfactory results.
All fitted with large French bevel mirrors, beds
made In finely quartersawed. figured oak, polished finish,
In our November Special Bale, $31.75, $34.60. $37.00, $38.75
and up to $51.00.
e ouches
A n oppor
tune time to pur
chase oouohes 1 n
fa brio upholstering, pantasota or genuine
leather. Soms very apaclal price inducements
during this Big November Sale.
Pantasote leather couch that would sell regularly at $24,
November sale price $19.00
$32.00 pantasote leather couch, all upholstered, small
pleated tufted top and side pleating November sale
price i $22.00
Velour upholstered couches In this sale at 115.40, $18.00, $11.10,
$39.75, all specially priced during this Big November Sale.
Ingrain Carpets
SO-cent quality best two-ply Ingrain carpets, the best made atlany prloe, full
line from which to make selectloi November sale price, per yard ....65o
15-cent union carpets, full line to select from, per yard 28o
Blgelow Axmlnster, the very choicest of carpets for parlor and libraries,
reduced from, per yard, $2.00 to '. ..$1.25
Smith's, Stinson's and Hlggln's best velvet carpets, reduced from, per yard,
$1.25 to
Extra quality of Axmlnster reduced, per yard, from $1.45 to 79o
A genuine and positive reduction on Smith's Savoner la Axmlnster, per yard,
from $1.75 to
Special November Sale of Rugs
Reed's Ardsban rugs, 8-3x10-6. excellent patterns that have been priced
especially low when we were selling them at $26.50, now your choice during
this November special sale, at. each, $20.00.
All last season's 8-3x10-6 Lowell Wilton rugs, $36.00 regular Special No
vember sale price, $29.50.
Another Great Rug Bargain
Large new lot Just received of Bigelow small rugs, 2-3x5-3, about ten pat
terns In all, but an unlimited supply. They are very fine Persian, Turkish ef
fects, also floral designs. They come In tans, greens and reds. Regular pries
$2.75, while they last in this November special sale, each $1.75.
Great November
Sale Lace (Curtains
Never before have wc offered such values iu lace curtains as
we are doing in this Great November Sale. .Thousands of pairs
of curtains are being offered, in many instances at less than the
cost of manufacturing together with our purchase of 1,200 pairs
of real Brussels at less than half their value. We are offering our
entire stock at so very low a price that seeiug means buying. We
quote some here but hundreds of others are at our store.
ss- --.',.--- -gay
1 "Jr tiT
TaboretteS and Pretty pattern top
Odd Pieces tborette,shapi legs
weathered oak finlah, special Of?
November sale tmCm3
Piano polished, golden oak taborette, would sell regu
larly at $3.50 special November sale price. $2.25
(3.75 Roman seat with arms, golden oak or mahogany
finish, November sale price .'. $2.65
$1.60 solid v oak center table, U inch square top Special
November sale price :....96a
$2.75 Roman stool, upholstered with Imitation Spanish
leather special November sale $1.85
$6.50 rocker, piano polished mahogany finish special November sale price.. $3.96,
$3.00 Brussels curtains, Irlnh Point
curtains. Cable nets and domestic
AruMun curtains, all full 50 inches
wldt three and one-half yards lon
November sale price, C5fs
ouly OsOU
$12.00 Brussels curtains, Tolnt de Ve
netian, double net Brussels, Irlt-u
Point curtains, Point de Arab all
new sclwt patterns, worth regular
12.00 special selling 75
S2.50 ruffled net curtains, ruffled Swiss
with hemstitched border on ruffle
which is very full and sewed on so
curtain will wash, extraordinary
value, at, per pair, f
only IsOxi
$10.00 portieres for doors. All the lat
est styles and colors, both in mercer
ized, plain with cord ede and the
new border effect, Persian designs
suitable to be used with rugs of that
kind, all worth up to $10.00 and $11.00
per pair tipecial
$2.50 couch cover we have about 100
novelty stripe couch covers, worth $2
ouch, 3 yards long, 50 Inches wide,
fringe all around, which we will sell
for Monday only. Only one to each
customer specin I while
' they last, each
10c real hand inude Bnttcnburg edging
; both lu cream and white worth 10c
everywhere, for Monday only O-,
we will sell It for, per yard KjC
15c insertion to match, special, per
yard, 4 l-2c.
$8.00 Irish Toint curtains, Brussels cur
tains, domestic Arabians, new up-to-date
patterns, In this lot you will find
values worth at any ordinary snlo
$8.00 special per 4 95
$15.00 Irish Point, corded Brussels aiuT
Battcnburg, hand made cluny, band
made Arabian curtains, every one In
perfect condition, stylish and wort!
S15.00 special sale Q
for Oi J. O
$3.50 hand made Battenburg curtains
with 4 1-2-inch ruffle, good quality of
net, 45 Inches wide, 3 yards long, we
have only 150 pairs of this number, so
come and get some, they are worth
$3.50 regular special, -4
per pair UVO
$17.50 door curtains, all new designs.
We sell more of these high class door
curtains than any house In the west,
for that reason we can keep abreast
with the styles better. Over 50 styles
will be on sale Monday, worth up
to $17.50 upeclal, per 9 00
25c cretonne Old English, hond-prlnted
cretonne for shirtwaist boxes, over
drapes, over lueos In bed rooms lxd
room curtains and hundreds of other
things for which cretonne Is being
used. Monday only we will sell them
all special, per 4 A
yard IfliC
$1.00 window shades, hand made, good
rollers, shade 3x0 feet, in size, mado
from remnants of best hand ma.1e
goods, only two to four of u color,
,but they are very good, 'A
Hpcclu), each Oi 2v
Dining K
room 0
furniture v)
You nould (J
not find a V
more appro
priate time
for making
selections of
dining room piece for the Thanksgiving
feast than now, bssides ths immense large
stock from which to make selections, there !
a price Inducement during this Big Novem
ber Sale.
$19.50 sideboard, fancy plats mirror November A ff
sale price " lO.vU
$211.00 solid oak sideboard, 18x40 French bevel tnlr- 01
ror, for AdtiO
$Hi.00 golden oak buffet, one of our best bargains, QQ
$32 00 solid oak sideboard.
$.1.U0 solid ouk sideboard.
$115.00 solid oak sideboard, hand carved, new de
sign, ror
$70.00 golden oak buffet,
$tl0.00 golden oak buffet, special fine design
$140.00 solid mahogany buffet, handsome design j22 25 Pi
$150.0o'm'iUive'goldenoali sideboard,' " 12Q75 tT
$230.00 mahogany dining room suit, consisting of buffet, din- O
ing table, china closet, on arm and six side rhstrs. Chairs
all covered In leather seat. China closet has full mirror
back snd glass shelves. Special November 1MO lfi
enle price for this suit
1271.50 dining room suit. Colonial oak. pure Colonial design,
consisting of dining table, sideboard, china closet, serving
table, plate rack, and six leather seated
chairs. November sale price iSVJ.V
Hundreds of other pieces In dining room furniture such
s tables, chairs, buffets, china closets and sldebosrds. In
tills Great November Stock Heduclng Stile. No matter what
your want may be In the dining roof furniture line see our
assortment and get our prices before making your purchases.
w ibrary Big November Sale on Libra
g Tables ry Table m oH ma hog a
golden and weathered oak. Soma exquisite
patterns in house desks. Dutch Colonial
antique ef feats.
$14.00 mahogany library table November sale 1120
60 mahogany library table November sale in
$40.00 library table, house desk dealgn November T) ff
sale price O.UU
$42.00 library table, oval shnpe. Colonial repro- 'I'X flf
duction. for OO.UU
$45.00 mahogany library table, -Colonial table Ofi fill
desk design uu."
$(.00 mahogany library table, &"2 00
$70.00 mahogany library tabie,' richly carved, Cft rtfl
heavy claw feet. 04J.UU
$K) oo mahogany library table, 00
Dutch 'coioniai' design' tabii. 'fit't'ed with Coioniai''' ftQ flfl
eliiSH knobs .. UO. VJ
$12 00 gotden quarter-sawed oak library table Q ftfi
November sale price zrJJ
$14.0 large size quarter-sawed oak library 1 1 OC
table, for
122.50 quarter-sawed golden oak library B Dfl
tible, for ,0'uu
$..0O quarter-sawed golden oak oval top library OQ Oil
table, tor ssO.VW
All parlor tables In this great
Tables November Special Sale. $0 '
parlor table, 24-lnch squara top wltn carved
rim, French shape legs, full quarter-sawed,
highly polished golden finish
?o?lo Jump Into It to Drtw Attaot'on
to Thamislrei. '
Cheerfal sad I tentattoas Glvlas;
Coatraated with the Self-Ad ver.
tlsed Variety Vaalty's
ft Kake-Oir.
Tt woifld be Interesting, were It possible,
Vi lies James T Ford In the Saturday
Kvcnlng Post, to trace every dollar that Is
K'ven during the year under the name of
charity and s how many of them accom
pllHh a full 100 cents' worth' of real good In
the work of relieving poverty and suffering.
Could this be done accurstely and truth
fully the result would be pitifully discour
aging to those who are In the habit of giv
ing generously from sheer love of human
kind. And could the real spirit that ani
mates some of these gifts be shown, human
watura would suffer materially in ths popu
lar estimation.
It Is Impossible to make these estimates
with anything like accuracy, because not
one of us Is competent to judge human mo
tive, and boddes,' there Is, oven In an age
that Is generally called selnxh, constant
and undreamt-of outpouring of that genu
ine charity that falls like the gentle dew
of heaven upon ths Just as well as the
unjust, and Is offered by the right hand
without knowledge of the left. In sums that
vary from ths anonymous $4'i0,0O0 bequest
to some, deserving loalltutljn down or p r
lisps up to ths penny dropped Into ' the
cripple's hat by some unfortunate almost
as poor as himself. '
That Is the sort of chuvlty that It la pleas
ant to contemplate, and yet It Is sad to
think how many of tha dollars thus un
selfishly given not only fall to benefit hu
manity to their full value, but actually do
harm by encouraging ths unworthy per
sons and institutions that are a constant
drain on the community. I know that
whenever I hear of soms bogus "home" or
a charltab)e Institution whoes first care Is
to pay the salaries of ths various secreta
ries and treasurers, managers and superin
tendents who conduct It, I cannot help
thinking also of tha worthy and charitably
Inclined men and women who are con
scientiously denying themselves some lux
ury In order that they may contribute to
what they devoutly believe to be a good
work. And ths same feeling. In perhaps
even a greater degree, comes over me when
1 sea some bard-worklng. poorly-fed and
clothed woman pausing on her way home
after her day's toll to place the coin that
she cau til afford In the hands of the self-
deformed and whining mendicant who owns
the house that he lives In. One of New
York's most noted and learned judges, and
one, too, who has a genuine and deep
knowledge of what goes on In ths affairs
of ths town, told me once that If ths truth
were known, as he knew it, regarding the
manner In which soma of the bogus char
liable Institutions In New York were con
ducted, InteiUgv-nt philanthropists would
refund-to give a dollar toward any scheme
of benevolenca without tha most thorough
and painstaking Investigation.
Ilasaaa Vaalty.
As to the relative Importance of vanity,
fsr and hatred In prompting thaa offer
ings I find tt difficult to saUsfy m)stlf.
Uvea the meajieat man must derive soma
pleasure front tha knowledge that be will
be known to even remote poetertty as the
buUdar of aoosa aosiiltaJ, library or asy
lum wi wide bla aams will ta carved In
enduring blocks of stone; and It In his last
hours he can ' add to this knowledge u
prophetic vlxlon of the children whom he
has disinherited, the wife whom he oust
aside and the near relatives with whom he
has quarreled learning by the reading of
the will the disposition that he has made
of nla hoard. It Is not too much to intimate
thut before his doatb he tastes something
of the Joys of paradise.
There is also the charity that flows from
the commercial spirit, the casting of bread
on the waters In the hope that It will re
turn before many days thickly encrusted
with the unearned Increment. To this class
belong a great many of those undertakings
by which certain newspapers seek to curry
favor with advertisers and readers at a
Very slight expense to themselves. And In
saying this I do not desire to convey the
Idea that all newspaper charities are car
ried on In a self-seeking plrlt and accom
plish no real good. Evep , the unworthy
ones distribute something clothei, food or
money that falls Into ths hands of those
who need it, so let us not quarrel with the
means by which this is accomplished or
grudge tha newspaper proprietor any little
pickings In the of self-glorillcatlon
that may accur i him.
A Spaclsaes) Case.
I will venture, however, to relate a story
which is not without Its value as shedding
a little light on certain Park Row methods.
Tha work of organizing a series of "Mid
summer Outings for the Little Ones of the
Tenements" was Intrusted to a woman who
still finds employment on tha staff of the
newspaper responsible for this apparently
beneficent work, and which I will call the
Morning Bird. Now, the Bird's previous
excursions had been conducted In a spirit
of purslmony that had given them an un
enviable notoriety throughout the entire
tenement house district, and It was with
great difficulty that this woman, experi
enced as she was in the beguiling arts.
finally Induced thirty reluctant and suspi
cious children to follow her on board the
boat belonging to the company whose gen
eral manager had consented. In payment of
a quarter of a column puff, to convey them
to a seaside resort. Now It trsnspired that
tha caterer who had "volunteered" to con
tribute ths Ice cream was annoyed because
his portrait had not appeared that morning
lo tbe Bird in accordance with the precise
terms of the bargain through which his
benevolent co-operation was assured, and
so. Instead of furnishing tha unlimited sup
pi of Ice cream thst had been promised
to the children, he grudgingly gave a
spares gallon. When this had been divided
Into meager portions and distributed among
the hungry and suspicious guests, a small
and ragged boy. who bad a numerous and
devoted following of his own kind, arose
In his place at the banquet board and. beat
ing on the table with his spoon, called upon
all to witness that the Morning Bird was
a fake and Its proprietor a fraud. He de
clared, moreover, thut any child In his
neighborhood found guilty of attending any
further picnlca given by this journal would
be summarily punished by himself and his
"What In the world did you do to stop
him? I inquired of the woman who had
organised tha outing, as she reached this
point In her narration.
"Well," she replied serenely. "I had to
do something to keep him quiet, so I took
away tha ice cream r-m a deaf and dumb
child who couldn't holler and gave it tc
Tkt Fresh Air Faaa la Politics.
Infinitely better than tha newspaper char
ities as Instruments of good, but not wholly
unselfish In spirit, srs tha picnics and ex
cursions organised by local politicians and
deM-r1ed st great length In the news
papers. Some of there are. enormous af
fairs, attracting thousands of the poorer
womra and children iu the district, and
giving them a day's pleasure In soms
picnic grove outside the limits of the town.
Of course, the real purpose of these ex
cursions Is to increase the fame and main
tain the popularity of the politicians who
give them, but as the women and children
really are the gainers, we need not look
too closely Into the mouth of the gift horse.
Moreover, they are conducted In such a
way that the guests understand that they
are simply accepting the hospitality of
some man of local prominence who can well
afford It, and that 1s a very different mat
ter from accepting charity. Nor are they
haunted by tho fear that hideous pictures
of themselves will be printed In the news
papcts, with captions calling attention to
ths poverty of their garb or the hunger
and cold portrayed In their faces, aa is the
case In certain sensational Journalistic
And It Is largely because of this dif
ference in the mode of giving that friendly
hospitality, in the guise of the political
picnic, draws thousands of the worthy poor
whose chief desire Is to have a good time,
while the newspaper charity that seeks to
flaunt itself at the expense of tha un
fortunates whom it boasts of feeding, and
whose squalor and misery it magnifies a
hundredfold, that Its own work of succor
may seem the greater,' often finds It hard
work to drum up enough recruits, to fill a
good-sized picture.
Osteatatloas Glrlaac.
Though I deplore, aa does any thinking
man or woman, tha misdirected efforts of
the charitable. I am roused to the highest
pitch of indignation whenever I think of
those who cannot give away a dollar with
out compelling tha recipient to pay twice
over for It In self-abasement and shame.
It Is givers of 11 class who will take all
their children round to some poverty
stricken borne, and then, In their presence,
ostentatiously distribute wornout clothing,
half a pound of tea and a peck of potatoes
and expect the poor mother, who is won
dering how to raise money for her rent, to
go Into hysterica of gratitude In order that
their prying and unfeeling children may
"learn a practical lesson In chAiity." These
are tho philanthropists who are always
talking about what they have given and,
all unknowingly, teaching us the true mean
ing of the saying about the bitterness of
the bread of charity. If they could go
about their work In a wagon beating the
Inscription: "Come -In and see us giving
things away to the suffering poor" which
Is certainly s practical form of Christianity
from their point of view they cou'.d not be
mora offensive In their benevolence, or add
more to their fame aa almsgivers, than un
der their present system.
The Cheerfot Giver.
Which one of us belonging to the much
admired upper classes would care to accept
charity offered In this spirit? Let us Imag
ine ourselves reduced to sudden destitution.
In need of money for the rent, food for the
children and decent-clothing in which to
seek employment. Let us imagine and this
Is no poetic, far-away flight that ths peo
ple who borrowed money from us but a
few months ago have lost our address, that
those whom ws have always looked upon
as our friends have discovered that wa are
no longer fit to associate with, and that ths
few to whom we venture to apply for as
sistance repeat that favorite sentence In the
ritual of cant and meanness: "I make It
a rule never to lend or borrow money."
God forgive us, wa may have said that our
selves to soma needy devl! who ventured
What Brings the New Business
"After all," said the junior partner, "tha
cost of advertising is a question of dol
lars and cents. I am almost tempted to .
say It la a question of dollars and sense.
In fact, among production, manufacturers
not nearly enough stress la laid on this
point. Advertising Is as old as the world.
It has been done In some shape or other
from tha earliest times. The dead walls
of Herculaneum and Pompeii are covered
with advertisements of gladiatorial contests
at. tha circus held 2,000 years ago, and while
no one will dispute that Mr. Tody Hamil
ton, of Barnum & Bailey fame, stands
alone In his peculiar field as an adver
tiser of tha Greatest Show on Earth, It is
a well known fact that the press agent
of the circus la the suburbs of Naples was
well up on the subject of drawing crowds.
"Wi have no record of circular letters
or newspaper advertising as It is under
stood at tha present day, until after tha
development of the printing art, though
tha personal representative, the salesman,
the drummer, was well known In ancient
times. The introduction of rotary presses,
the typewriter and numerous labor-saving
devices have compelled former non-advertisers
to get Into the field In other wsys
than the mere sending out of s drummer
to solicit trade. In spite of all this tho
drummer Is still ths best way of getting
business and all the other kinds of ad
vertising are merely an aid to the drum
mer, Junt as tha drummer Is merely an
aid to tha employer; for you will readily
grant that the bead of tha firm has less
difficulty In getting tha order that he
wants than any one representative. The
only possible objection to tha drummer Is
tha fact that It is tbe anost expensive wa
of disposing of goods art that tha develop
ment of our mail order houses throughout
the country, particularly In Chicago, dem
onstrates that in soms lines tha drummer
la too expensive.
"There are mail order houses In Chicago
that sell goods In New York City, a fact
almost ridiculous on ths face of It, because
the question of freight ought to preclude
the possibility of any Chicago bouse aelllng
retail quantities of ouliars, shirts and otber
articles of personal wear, goods that are
retailed in New York, where the retail
prices as a rule average lower than In Chi
cago. There Is but one explanation for
this anomaly. The Chicago mall order con
J cerns advsrtiite; that is to say, they ap
proach the prospective purchaser with
printed matter or articles that this pur
chaser has not seen offered for sale In New
York City.
"It Is a remarkable fact that the manu
facturers of production goods have not yet
realised that their market is practically as
large as that of the Chicago mall order
houses. There are at the lowest estimate
15,000 manufacturing concerns in the United
States whose names are household words
in large sections of the country. In addi
tion to this there are probably tO.OOO other
manufacturing concerns employing from
a half dosen to a half hundred or more
hands, of which always a considerable per
centage will eventually get in business for
themselves In their own peculiar lines at
some future time.
"Tbe population of ths country Is In
creasing a.t the rata of over 1,000,000 a year
and In this we find the explanation of tha
tremendous growth of concerns that start
small. They find m?w markets for their
goods, and their competition Is hardly
felt by the old established business houses.
Take, for Instance, an article of luxury
like tha piano. Ten years ago there were
manufactured not mora than 75,000 pianos
a year. The estimate for 1KB, made by
competent experts, put tha annual produc
tion at rJS.000. At first glance it would
seem that the market for pianos Is limited,
especially In view of tha fact that a piano's
life Is believed to be a generation. Yet
piano manufacturing experts tell us that
tho real Ufa of a piano Is rarely mora than
seven years, by which they mean to say
that tha piano purchaser of today will buy
another piano in seven years from now
always a better one. This principle will
apply to machinery as It does to pianos, to
planers as It does to furniture, to boilers
and engines aa It doea to automobiles; In
fact, there Is no Una of production ma
chinery that Is not subject to tha same
wear and tear, tha same necessity for re
newal, tha sams increase In annual produc
tion. "Tha manufacturer who examines the
question of advertising for the first time
will be struck by tha great variation In the
rates. Hera Is a paper that claims a circu
lation of lt with advertising rates higher
than another paper with a circulation of
IM.Oue guaranteed. This seems all wrong,
and tha prospective advertiser concludes
that it is nothing but a mere graft to sep
arata him from his hard-earned money. A
little further examination would show that
an ably edited paper, an authority In Its
peculiar line, even though of limited circu
lation Is rrfore valuable from tha advertis
er's standpoint than a paper with very
much larger circulation that cannot make
a claim for quality. The manufacturer of
production goods wants to reach other man
ufacturers who are possibly consumers of
his works. He can reach the established
concerns through his traveling man, with '
circular letters, Ms catalogues and folders.
But he has no means of reaching the man
who has been overlooked, nor the man who !
Is contemplating starting lu a business
where his msehlnery or supplies are neces
sary. If, however, ha has a striking ad
vertisement and it need not occupy too
large space he Is bound to attract the at
tention of many whom he can reach In no
other way.
"There are a few papers In the United
States that reach every manufacturer that
la worth reaching. These are the papers
that Interest each Individual manufacturer I
for what they contain, both in the editorial
and advertising departments, it takes no
mathematician to figure out that a paper
with a 10.000 circulation, of which every
copy has reached tho head of the concern
and is read by him with Interest, is a vary
much more valuable medium than a paper
of 40.000 circulation which Is read by tbe
men In tha shop, even though, as I
pointed out before, tha value of such a
circulation Is not to be underestimated.
The point that tho advertiser has to con
sider is how much It costs him to reach his
prospective customer. At the rate of $4 an
Inch per Insertion, with a five-Inch adver
tisement and 10,000 circulation, tha advertis
er can reach his customer and his pros
pective customer ten times In succession
at a cost of less than two cents. To do
this same work aa effectively , by circular
letter Is practically impossible, and certain
ly very much more costly, because tha
cheapest circular letter will cost at least
Ova cents, and then tha prospective cus
tomer Is reached but once; so that tha cost
of reaching him ten times would be mora
than X times as large aa reaching him with
s five-Inch advertisement; and tha danger
of having tha letter disappear In the waste
basket unread must always be connldered.
America a Industries.
Into our well-fed, well-clothed presence
with outstretched palm, and the recollection
of it comes back to us with crushing force
row that, through no fault of our own, we
have been reduced from the ranks of the
upper classes to those of tha "deserving
poor." Wa cheer ourselves with the thouaht
that at least wa have experienced the worst
that can happen to us, but little do we
dream that the busybody, self-advertising
philanthropists, the friends of better days
perhaps, have heard of our plight and
marked us for their prey. We meet one of
these busy marts of trade where we are
seeking work, and he looks our clothing
over from head to foot, and then says, In
a voice like a steam calliope: "Why, you're
wearing your summer suit In November.
Come up to my house tonight and I'll let
you have a nice warm overcoat that I've
set aside to be given to some poor man.
Don't coma till after 8, for we've a dinner
party on to-night."
And a week later he meets us, clad In the
worn-out remnant that was scarcely worth
tha two car fares required to gat it, and
Bays In the same audible voice: "Nice to
have something to put on over that old
flannel suit, ain't It?" and for tha rest of
his life he tells his friends about the people
In this town who wouldn'j; be alive but
for him.
Beflaed Craelty.
Meantime, a fellow philanthropist, hear
ing that there Is a new outlet for his benefi
cence, calls on us at our squalid and dreary
tenement, accompanied by five sharp-nosed
and gimlet-eyed children, snd fays: "Bee,
children, how poor this family is and how
happy we're going to make them. I don't
think they've had anything to eat for two
days, and you can see their, toes sticking ;
out through their shoes. I am thankful
that my children ara brought up to think
of tha poor. Each one of these little ones
has brought a little gift, and here's a bas
ket with some nice warm clothing and a
tin coffee pot that will be Just as good aa
new when you've got it mended, and I'ime
muffin rings that will do nicely all winter,
and the children hava brought their little
toys that are not broken beyond mending,
and I make It a point never to give money
because the fact that you're reduced to
this plight shows that you don't know how
to spend It Judiciously. Now, Isn't that
nice, and aren't you thankful that thera
are soma who remember tbe poor In their
Half an hour later, while wa are still
smarting under the degradation of this
visit, there oroes to our door s little child,
the daughter of a family almost aa poor as
ourselves, who have learned our condition
without asking us any questions, though
they llva on the floor below. She carrlei
carefully In her hands a covered dish.
which sha holds out to us, saying shyly:
"Mother says perhaps you would lika to try
a little tasta of the stew she's Just made."
It is In this fashion that tha poor give to
tha poor. And that which the little child
brings in ths covered dish caji be aaten
tankfully and without shame, for tt has
none of tha bitterness of tha bread of
Tha Fatal Tip.
Tha guest in. tha restaurant ha was
from a country town was mad. and he
rushed up to the head waiter.
"Here," ha said to tha Potentate, "that
waiter Insulted roe."
"How?" inquired the Potentate severely.
"I handed blm a nickel for his tip, and
he shoved It back at ma In an Insolent
manner. That's how."
"How much did you say It was?"
"A nickel."
"That's all right. You insulted him first.
Then the lists guest passed out, some
what soothed In spirit by the thought that
be was s nickel ahead. New York Bun.
A comic opera singer In New York hits
put to shame all previous efforts In the
way of advertising by suing her dress
maker for $1,000 damages' because a cer
tain slags costume was cut too low In
tha corsage. She declares that the gown
above tha waist consisted largely of two
gossamer shoulder straps and that the gen.
oral effect was not one consistent with
modesty. The dressmaker replies that the
garment is a copy of one worn by a society
leader of Irreproachable good taste.
John Klein, a homesteader at Medicine
Brook, Wis., climbed into a tree to watch
for a bear. When tho bear urrived Klein
became so frightened that he tumbled out
of tha tree. His gun fell first and wn i
discharged, his right arm being badly shut
tered. Tha bear disappeared In the woo.ls
and Klein had to walk several miles to
s railroad station.
Robert J. Wright of Rockvllle Center,
Long Island, has Instituted a peculiar suit
against tha Long Island railroad. Hli
daughter was married not long ago, and
Mr. Wright had arranged with the com
pany to have a fast express train stop
there to take up wedding guests. TUi
evening was stormy and the train, beln
late, did not stop. Soma of the guests
did not believe that thera was any Inten
tion to stop tha train and Wright wants ths
company to compensate him for the hu
miliation of having his veracity questioned.
Miss Claudia Flint of Bethany, who Is
described by tha Bethany (Kan.) Repub
lics", as "the charming young daughter of
Sheriff Flint," la the champion Ire cream
soda consumer of a state whose young
women are all fair consumers. A Bethuny
restauranteur offered a watch to the per
son buying the most Ice cream sodas from
him in the "season" ended September 30.
Miss Flint won the watch by tundng In
2.600 tickets, each representing a soda that
she had bought. Her average consumption
m this showing was fifteen sodas per duy.
Miss Mamie O'Brien of W07H North Jef
ferson avenue la a typa of the athletic Bt.
Louis girl who has tha courage, tha wilt
and the muscle to defend her rights. When
a footpad snstched her purse on Cass ave
nue, near Twenty-first, sha promptly galh
ered up her skirts and ran after him. He
was unable to distance hr nnd turned to
give battle. As Miss O'Biieu caught him
ha struck her a smsrt blow with his tint
In tha face, but to his amssement she re
turned the blow with Interest. Before he
could recover from his astonishment the
plucky girl rained such a shower of blows
on his nose, eyes and mouth that he thsew
up his hands to protect his face, dropped
tha purse, then turned snd fled.
The mystery of mailbox robberies
at Spanish Fork, Utah, which has
been puszllng the postofflca authorities for
months, has been solved at last. The rob
ber has been caught, tried and convicted.
For months tha mall carriers on a certain
rural delivery routs In Utah have been
troubled by mysterious thefts from a small
mailbox near tha town of Spanish Fork. A
day or two ago a circular letter was found
In s plowed field. Another was Immediately
dropped In tha box and a carrier stationed
himself nesr by to watch. In a few min
utes a Urge black raven flew up to the box,
struggled through tha aperture for pack
ages and emerged In a few minutes with the
letter In his beak. The course of Its flight
was followed, snd there. In a crotch of
a big tree, were found all the contents of
the pilfered letters. Thera were drafts,
money orders, samples of dress goods and
ctsps of lova letters.

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