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PAXLY CAPITAL JOFRNAL, SALEM, OUMS, WEDNESDAY, APRIL 23, 1913.
TAOl U&EB. inittiMtHiHintuinotttmmittmtMM""," Advertising Copy The Tenth of a Series of Twelve Articles on Advertis ingWritten Expressly for The Capital Journal by T. H. Shore. Copyright, 1912, Appropriate illustrations will greatly add to the effectiveness of newspaper advertising. Such illustrations attract "the eye of the reader and direct atten tion to the ad. An illustration will sometimes tell more than a whole col umn of reading matter. It can contain an appeal that will create an irresist ible desire to buy the goods pictured. An illustration should conform to the ad and should help the ad to tell its story. It should be appropriate and should not be so large as to destroy tbe harmony of the ad as a whole. The matter of providing proper il lustrations for newspaper advertising 5n an important one; one to which mer chants and manufacturers cannot give too much thought and attention. To day there is no reason why any busi ness man should not have suitable illus trations to illuminate his newspaper ad vertising. The expense of providing cuts is not too great and the greater efficiency of the advertising will moro .ban repay for the monoy expended. tireat strides have been made in the last few years in newspaper illustra trating. The illustrations that were used in newspaper ails twenty years ago, judged by present day standards, -were extremely crudo. They served -their purpose and form a contrast to ihe bountiful work that is done today. There are many merchants and man ufacturers who are ovorlooliing a large and rich field in not lotting people know by well illustrated newspaper ad vertising about the goods thoy have to sell. By this I do not mean that pretty pictures aro what is needed. No, what is needed is the right kind of illustra tions; the kind of illustrations that pull; the kind that make sales.- Peo ple as a rule are governed in buying by their emotions and pictures can make a very strong appeal to the hu man emotions. The merchant or manufacturer doing newspaper advertising should remem Tjer that SJO por cent of the buying is lono by women. This being the case, illustrations that will appeal to the emotions will greatly holp to produce .aajtw... .(irins.tance,. .g.. phojogrnphcr. running a picture of a child in his SELLS FLOTO IS EI Show Is Greatly Enlarged and Has Magnificent Collection of Well Trained Animals. William E. Haines, contracting agent of the SellsFloto circus, arrived in town this morning and was kept busy enough during the day hunting up sup plies, pre-empting a lot and making all the other arrangements necossary for the coming of the big show. This is the 14th season that the Sells Tloto circus has visited Salem. It might be said it has always given good performances in the past and full value for the money, especially during the last few years when the price was re duced to 25c, thoreby cutting in half the tariff which has been the usual ARROW COLLAR 8 1 ai u cwt, rwMi a (V, Ut w.tm lllltini.il Ii II i V mil illii 'lllVmi J MR. HENRY PECK AND HIS FAMILY AFFAIRS J by T. H. Shore. newspaper ad makes an appeal to moth ers (and even to fathers) that they cannot resist." The daily newspaper goes into thous ands of homes and has a tremendous milling power. It covers its field thor oughly and performs a great mission. I , , ." ; . .. ... . .. Under the big oaks and on the spa- This being the caso it is up to the mer-! . , , , .. i,.. , cious lawn' at his homo on Twentieth chant or manufacturer to make his ad- , . . . , ,, ... ..... aid Court streets, tho friends of vortising so attractive and forceful,,. ,-,,,' , , ,. i. ...,. i l ii- i. "Andy" Kofer, whose work on this that it will produce telling results. Ap- - ' ' .. , .,. ,.. . , . , side was so suddenly ended last Sunday, propnate illustrations help to make the . . , m T gathered to pay to their old townsman, newspaper ad more effective. In a . , . ; . , ' , . . ' . v neighbor and friend, that last tribute retail business, illustrations may be . . . ' . . , , . , .. , , .. , m respect and affection permitted hu- shown of the goods advertised. They ... . ...... , . . , .7 . ' . , . manity ere the tenement that housed will help greatly to create a desire in ., .... ... .. . , . .. - . , ;the man is laid away in the earth to the minds of the newspaper readers. I . , .,. ' ... , . , .... mingle again with the elements' from The manufacturer can show suitable ... .. T1 , . ,, illustrations of his products. Care should be taken in having pho tographs taken for cut purposes. It is well to toll the photographer at tho . , . , . time that the photographs are to be used for newsparer cuts. The best re suits are obtained from photograph qui, printed on glossy paper. Such photo- graphs reproduce better for newspaper , - -i . " ' '. 1 , - ' ... results will be obtained from what is known as 60-line scroen zinc halftones. ' ' h loved, for the whole people, was ended best. Space will not permit me to hr0 forever give detailed information about the. -;,i ... r.i . Ine simple services of the Christian making of cuts, etc. Full information St.ipn(,e chlir.h werft .,, by th Fir((t con be had from any engraving house. He,,cr o( , (,hHrc M Every retail establishment should tfimlot Smithi aml ,heso wpro f()llowC(. have its own specially designed name by an oloqilpnt aJdss by Dr FI,t,hcr plate for newspaper advertising. By.Hom..( vimiicnt o( Willamette Uui this I mean that the name of the firm ' vorsity) who paid a splenaid tribute t should be shown in each newspaper Mr iIofor) aml his work in bp)mf of ad in some distinct way that will make the commnnity 8nd the B(nto BpcaUing the ad show up different from the ads from the text. The greataat of the9e of other firms. 'shall be tervants unto all." rlt was a There is hardly a business that can peculiarly well selected text; and from not profittbly use illustrations in its it tho ei01ent 8poaUor drew a bcauti. newspaper advertising. So the mer- ful e890n of a life of unsolfi8h dev0. chant or manufacturer who has not t;on to a worthy cause used illustrations to help his nwspaperl Tne 8ei.vi(.e8 at tho grave wore pH. advertising ought to give the matter of . VRt0i ony mtmhrn ot tho famiIy an(, so doing as much thought as possible, immediate friends attending. The pall Money spent for appropriate. illustra- bearors were J. J, Reed, of Portland; tions is weir expended. There can be v. y. Richardson, Max Buren, Walter no question as to the pulling power of gtolz, Charles Dick, W. I. Staloy, Tom the right kind of illustrations. ' Kay and Frank Shafor. Interment was Tho next articlo in this series will jn oity View cemetery. Tn. i:nA .......L- nt..!.:... nM i. oe entitled ,-aies Advertising. charge by tho big circuses since circus es began. This year Mr. Haines tells us that the show is greatly enlarged in many rospects, notably from tho fact- that a largo group of trained animals are now carried and for the first time lions and tigers will be seon performing in the same enclosure together; a company of Zouaves who execute startling maneu vers in the way of drills are also be ing foatures and the celebrated Scotch Kilty band, from Toronto, Canaila, will lend their aid to make the ontertain mont more interesting. In addition to these fine features are a number of new attractions and all those which have been associated with the sawdust ring and have really made the lure of the circus as imperative as it is. The Sells-Floto circus will be here on Saturday, June 7, for a single day's en gagement. The price to see the bIiow in its entirety is still 25c. You Judge a man not by what be promises to do, but by what hs has done. That Is the only true test Chamberlain's Cough Remedy Judged by this standard has no superior. Peo ple everywhere speak of It In the high est terms of praieo. For sale by all dealers. It is well that the time for candi dates to come out was limited. Moritol White Liniment reduces in flammatlon and soreness wherever found in about ono-third the time re quired by the usual treatment. It has no equal as a general household reme dy. Capital drug store. Journal Want A in. Bring Results. ; ' f, " 1 . f I tfcT it. o. o you Ka HSuoJ ri 9 f- OuTftAtie v'snTN 11 Good All Round aid3 to good health and to the strength, comfort and cheerful ness which depend on thecondi tion of health are the famous. j time-tested, safe and . speedy BEECHAMS PILLS Sold mrrwhw. In ba4, !0c 25c FUNERAL OF A. F. HOFER YESTERDAY AFTERNOON wuicu is came, xi was lining mat me last farewells should be said amid such surroundings. It was fitting, too, that along with his neighbors and friends, ..... . , , , , ., ' that there should be present from other places many to show appreciation of his good works. From Portland came , ... ., , , . , , leading railroad officials, a big delega- tion from the state's immigration man- nother fn)m ;ber of Commerce, and many from dif-! ferent parts of tho state, all with one common purpose, to show appreciation of the man whose work for the state he To Organize Gun Club. The preliminary steps towards organ izing a gun club in Salem were taken last night at the Board of Trade rooms, about fifteen boing present. Mr. Holo' han, of Portland, made a brief talk, outlining the course to be pursued in organizing a club. Mark Siddall was made temporary chairman and J. G. uignam temporary secretary. A com mittee to solicit membership was ap pointed as follows: Henry Vcatch, Lloyd Hanscr, Mr. Crowo, of the Ma rion hotel, J. 0. Bigham and Mr. Hus- Bey. -Meeting adjourned to meet to night at 8 o'clock at tho Board of Trade rooms, to perfect permanent or' ganization, Tuberculosis Medicine . Saved This Man's Lile PneiimonlH It a lerlouN dlnease, and often laya the foundfitlon for chronic lung trouhk'H sometimes Tuheft'ulmilg results. After l'neumonla, or any nerlous or Htub horn cold, it la wIha to take Kcltmnn'a Al terative. Don't wait to And out whether the trouble la -getting worse, but tnke Kck man's Alterative In time and avoid tbe dangers ot disease, ltead ot tha recovery in this case: .HI No. 41st Ht, rblla., Pa. "Gentlemen: I am getting along very nicely and nalnlng streiiKtb all tbe time. I now welKb 1M poundi, a Kalu alnoe Rpptemhcr 10, 11)07, of 28 pounds more than when I first started to take tbe Al terative. I wish I bud known of It two years ago, as It would buva saved me much mlieiy and distress. I was suf fering from a very serious abscessed lung, which followed a hud at tank of pneumonia. My physician and a specialist declared my vnse hopeless. I cannot hut be tlmnkful to you mid the Almighty (Jod for the great blrHnlng and change of health It hna brouKht tne." (Hworn Affidavit) THOH. RKH-LY. (Five years Inter, reports good health.) Kckraan's Alterative Is effective tn Bron chitis, Asthma, Hay Fever; Throat and Lung TrouhU'S, and In upbuilding tbe system. Does not contain poisons, oplnles or habit-forming driitrs, Ask for booklet telling of recorerles, and write to Krkmnn Laboratory, Philadelphia, l'a., for mnroevl deucs. For sale by all leading druggists J. C. Perry, DruKglat Talks on Thrift No. 15 Saving Plan. t . . , "Remember-that money is of a pro lific, generating nature. Money can beget money, and its offspring can be get more, and so on. ' Five shillings turned is six, turned again it is seven and three pence, and so on until it be comes one hundred pounds. The more there is of it the more it produces ev ery turning, so that tho profits rise quicker . and quicker." Benjamin Franklin. Octave Girard, of Ware, Mass., who letired well off at the ago of 72 years, alter working at niauual' labor a life time, and nevor receiving more than a dollar a day in wages, taid: , "The Becret of saving money is steadfastness of purpose and steady work Liquor has caused more poverty than any other cause. I have seen many a man Btand up at the bar, and spend in a minute or two all the money ho could have earned in two or three days.' Mr. Girard attributed much of his success in saving to the co-operation of his wife. Police Sergeant John C. Woodlock, of St. Louis, during 35 years on the po lice force, with a salary never more than $115 per month, saved $20,000, which he invested in improved real es state, yielding more than $150 per month. His rules for getting rich hon estly are these: "First, marry right. A woman can spend all tho money a man can earn, if she wants to. "Watch the nickels, and- see that they're not wasted. The dollars will take care of themselves. Don't smoke at all, and, above all, don't drink. "Don't go into debt for household or personal expenses you will have to pay more for what you get. Pay cash. But going in debt on an investment is a good thing. It makes you save. "'Don't squander money on thea tres. "Have warm clothing and plenty to cat. That saves doctor's bills." An Atlanta, Ga., man says: "I get in the habit of forcing myself to yield a surplus every month. When I have husbanded a few hundred dollars in the bank, I look for some real estato in the ( bost place I' can select for the price. ; Then I improve it, borrowing money for the purpose, if necessary. As quick ly as possible I rout the house, and look for a purchaser at a profit. I am always ready for the rainy day, be cause I have first-class investments up on which I have no difficulty in rais ing money" A Charleston, S. C, man says: "I CHICHESTER S PILLS W. TIIK DIAMOND HltANI). f. isr arli UlAMONR IlKANI) 11 L LA. for SBi yesn known at Beit, Stet, Always Rellnbl SOLD BY DPUGGISTS EVERYWHERE BARGAINS 4-room house, (850.00, North Salem. 8-room modern house, fruit and ber ries, barn, $2000. (6500 takes ideal home, 20 acres. 1I30 acres in Polk county, cheap. 220 acres, well improved, $22,000. SEVERAL GOOD BTJT8 IN PRUNE EANCHE8, HOP RANCHES AND BESET TRACTS. 3 lots, S-room cottage, $1600, snap, 6 and 10-acra tracts, cIobb in. 1- to S-acre tracts cheap. CITY LOTS ALL PARTS OF SALEM 5 lots, 9-room house, barn, chicken yard, fruit and berries, $1600. Several business chances, restaurant, rooming house, grocery store, black smith, pool hall, cigar stand, hotel. SEVERAL STOCK RANCHES, CHEAP. iVi acres, 2 houses, on car line, find garden tract, $6000. Four-room furnished house, good lot, $1650., 10 seres .bearing Italian prunes, $2750. WHAT HAVE YOU TO TRADE? LIST YOUR BARGAINS WITH US. WE SELL FIRE, LIFE, A0O0IDENT INSURANCE. 4, B, 8-ROOM HOUSES, INSTALL MENTS. Acme Investment Co. ' A. B. COOK, Manager. ' Phone Main 477. 540 State St I Opposite Court House- LmtilvMt Ask your Bra U for a 'lil-vbslfr'a ItlBBiond TlranlV Vlllt In Krd ind Void ikcuIIiAV boiei, ielal with Blue Ribbon. Tab no ether. Bur of your V Ilrasrarlal. Ahk few III.I 'llVM.TiT 1 H ippsr ff Sol MMal. - 1 t JyJ .. UasoaiHi rH The best of tea 1 Vfj irota tke. best of land for the best WnA of drinkers i " AUHloll-ClMB -f : -V Grocers . Older Trial Psckage TO-DAY I l : .TW : . ...... .1 buy real estato in such a way that I have a regular obligation to meet. This I do on the thoory that wo. struggle harder in life for the prize that comes through stress and trial. When it is obtained it is the more appreciated. Then I keep my eye on opportunities, endeavor to seize them and make tne most of them." A Chicago woman says: "I thor oughly believe that one cannot save successfully unless by putting by a cer tain sum regularly. Some days ago I had a bill to meet that I paid for on the installment plan. It was at the suggestion of my creditors that I fol lowed this plan of payment, and it not only helped me to pay the debt easily, but it taught me that I could do with out a great many things that I might have bought had I tho funds always by me." Adopt soino system today that will enable you to save a certain percentage of your income If you have only a small or moderate amount of monoy saved, the wisest thing for you to do is put it into a strong bank to draw interest and work for you, whilo you continue to work for yourself.. Avoid speculation and beware of got-rich-quick schemes The certaintv of a moderate but sure income in infinitely better than the possibility of greater returns with the probability of loss of the entire prin- cipal Many misguided persons aro parting with tho'ir hard-earned money to put it into wildcat schemes of one kind or another. They will live to rogrot it Many such foolish ones, closing their bank accounts now to use the mouey in the hope of Rotting rich quick, will whon hard times come, wander the streets without work and without suc; cess . Many a man gote tho reputation of boing a "good fellow" whon ho is go ing to the bad. Morris' Cash Grocery and Feed Store My prices are right others eannot duplicate with quality of goods: 25-lb box Italian prunes ....... .750 3 Carnation milk 26c 3Vj-lb Best Head Rice 25c 4'j IbBoBt Japan Rice 25c 4 pkgs Seeded raisins .....................25o Extra Choise Sugar Cured Bacon Backs .. .. .............lBc Extra Sugar Cured Pis Nlo Hams, large size ................ 14c 4 pkgs A. ft H. Soda . 25a 3 cans Solid Pack tomatoes 25c 3 cans Extra Choice Corn ........25c 1 can Extra Choice Pineapple.....15o 2 cans Choice Table Peaches ............25c 2 cans Choice Table Apricots ...25o 2 best Parrot Oysters ,............-.......15c 4 Kr.nkle Corn Flakes . .25o Large size Oolden Rod Oats or Wheat .25c S-Tb best Lard . .. 80c 5-lb best Compound ........60o 1 gal. White Clover syrup ..............50c Best coffee In Salem, Jt 30c Bost Valloy Flour1 91.10 Best Dalles Patent Flour 91.30 Try a Sock. Free dellrery Inside of cltr limits. Free tickets to Ye Liberty and Wexford. rtone 1427. for. Morris ave aid Fair Around Rosd F ancy At Almost Giving Away Prices Every fancy suit goes at prices so low that there will be no excuse for wearing that old suit after seeing the prices we are making on these late spring models. $17.50 to $25.00, spec'l $12.50 $27.50 to $32.50, spec'l $15.00 $35.00 to $39.75, spec'l $17.50 Seeing is believing, so come early and take your pick. QUALITY 'MERCHANDISE ukbtt jTRtcT For Burns. Bruises ana Sores. The quickest and surest cure for burns, 'bruiBes, sores, boils, inflamma tion and all skin diseases 1b Bucklen's Arnica Salve. In four days it cured L. H. Haflin, of Iredell, Tex., of a sort on his ankle which pained him so he could hardly walk. Should be in every house. ( Only 25. Recommended by J, C Perry. That none of the Beavers is a Bea ver makes no difference. Rah, rah, rahl Automobile Motor Cycle and Accessory Dealers of Salem INDIAN aBU u. ''" ilLLLb Herts. Cevmerelal Street Pheae 9M Valley Motor Car Big Surprise for Marion and Polk Counties I HIGHEST PRICES PAID FOR OLD CLOTHES, RAOS AND RUB BER. ., Ws have a big stock of pulleys, boxing, saws and all kinds of tools and machinery. Also chicken netting and hog wire. Bargain prices. Everything from a needle to a piece of gold. -The house of a half of million bargains. II. STEINBOCK JUNK CO. 233 State Street. Let Us Do Your Washing This Summer Spring is hers with summer just back of it. Nearly time for the dainty sum mer dresses, waists, etc, that demand very careful handling in the washing. Don't spend this summer washing. It takes time, hard work, and you haven't the facilities the way we have. We are prepared to launder your clothes no matter how dainty and delicate the way they should be laundered. When they come back they look just like new. Try us this week, Bond your GOOD clothes to this CI 001) laundry. SALEM LAUNDRY COMPANY 136-166 S. Liberty Phone 25 By Gross u i t s POPULAR ktwidi wrr. 6 coupr l' prices Rheumatism as s result of kidney trouble stiff and aching joints, back ache, lumbago and soro kidneys, all yield quickly to the healing and cura tive qualities of Foley Kidney Pills. Thoy regulatg urinary irergularitiea, and restpre normal action. John Vel bert, Foster, Cal., says: 'I suffered many years with kidney trouble and. could never get relief until I tried Fo ley 'a Kidney Pills .which effected a complete cure." Contain no habit forming drugs. Dr. Stone drug store. Co. Agents B. C. B. and Oakland l Ferry St. Phone Mala tm Phone Main 224 HENRY JR. 5AY5 MAW tr- , aW aM A.aU . 1 IT5 r,iKtJrK 9H CAfc$ GrWS WITH s