)R LARGE
}E HANDLED
an important Ele
jctual “News” and
Requires Care.
-ssssiss
require training.
^ Sn"* /hfch often tail
, »< lh“ "**
b JnlP who read the
°',Z Jge proportion
“ in the advertisements,
number of women who
. family clothing and
Applies, in particular, de
the advertisements, read
th care and watching them
as the investor in stocks
fatcbes the financial news.
ie advertising columns are
partments, in a very real
,e word, to the domestic
ork, the thought and the
aration that goes into the
a clever advertisement,
attract the eye of the
Id his attention, few of
lie any cognizance. Still
what a truly all-round
i-ertising manager must
Ithe buyer, an assistant buyer,
sreon at the head of the stock
dth the advertising manager
de on the best way of putting
to the public. The advertis
ager has the responsibility of
hat proper provision is made
display of the goods, the ar
nt of the display tables, etc.
he writes his advertisement,
er meantime, has jotted down
thp interesting points in con
with the goods, and from
Ie advertisement is worked
ueh Thought t-tequired.
it is remembered that a big
Y well have special sales in a
Cerent departments at one
1 that each one is conducted
“li.v as this, the amount of
d thought required may be
Iwrtising manager is always
“«e days ahead in his work.
r must be sent to the news
i one day, is Bet up, a proof
me next day, the proof is
“d returned to the paper
w Publication that night
advertisement appears In
r copies are sent to the
“ la the store who are in
lrttm’s.cut int0 sections and
‘rtment manager receives his
rtteenumt. One store makes
Gach manaSer
ie adv^If0” ln a department
thP u<‘ment and si®n ‘t
‘ouir ?e.thod’ each salesper
^ red to be familiar with
«ement, that they may
* sales Ihat !6 0,1 Eale- ln caae
**Wd sain conference of manag
on theP e°oPrri ^ Ue,d’ and a talk
* interest ds ln order t0 ere
The petiori! d, enthu9iasni.
**»t three Ion,h3l!S are pUnned at
inferences .-|fi f, 3 advacce- after
Of deoart1 the bUyers and the
•****Z!Z me' and mu<d* Uie
19 followed>
^ esiehsi-r and thC °Per*'
. T'V r-S-i
*
| advertising maxims. |
T Nothing endures like truth- - X
X especially in advertising. 4
4 Advertising isn’t effective as j.
4 an occasional treat, but as part +
f of a regular business diet. 4
4 It must bs splendid to be a J
X successful man; but much bet- 4
j* ter still to be a great one, even X
1 In obscurity. 4
4 We have known persons who J
% could write a good advertise- 4
4 ment, and then revise it until X
X there was nothing much left. 4
4 A great many more things— 4
X some of them pleasanter ones 4
4 _would come to them who wait, X
if! if they wouldn’t stand still to 4
j wait. 4
X One day’s work will mean 4
4 more knowledge hammered in, X
4 to stay, than could be acquired 4
4 by the book-learning process in 7.
4 months. X
4 What profiteth it a man to 4
4 sell a lot of goods, and have his 4
X customers come around the 4
4 next day and beat him up be- X
X cause they aren’t satisfied? 4
4 There is, with some people, X
X such a thing as dishonest hon- 4
4 e6ty—present honesty practiced 4
X for the building of a smooth, 4
4 broad pavement to future dis- 4
X honesty. J|
4 If your advertising' does not 4
4 pay it should be made to pay. 4
X Right methods should take the 4
4 place of wrong ones. To stop 4
X advertising will not reimburse 4
4 past losses, and prevents the X
X possibility of future profits. 4
4 Persons who read advertising X
X because of its smartness or hu- 4
4 mor are SOMETIMES likely to X
I* think more of these qualities 4
than of the goods advertised. X
Show any man how to in- 4
crease his business—how to X
make more money—and he’s 4
your friend forever. — J. B. X
4 Powell. X
4 A true sportsman does not X
4 quit the field because he missed 4
X the first shot. 4
X 4
INDUCES PEOPLE TO BUY
What Barnum Meant, According to
Merchant, When He Said People
Liked to Be Swindled.
“ ‘The American people like to be
swindled,’ ” quoted a well known mer
chant the other day. “1 believe it was
old P. T. Barnum who said something
like that, although I guess Those are
not the exact words of the noted
showman.
“The idea is exemplified, however,
in our everyday life as is evidenced
by the modern world of advertising.
1 want to draw a fine line distinc
tion, however, and I believe that Mr.
Barnum really meant the same thing.
I don’t mean Ahat the people are
swindled through advertising, but that
they are induced by means of adver
tising to buy many things which
otherwise they never would have
thought of.
"In the same way I believe that
Mr. Barnum did not mean that he
swindled people in his show business;
he thought he gave them value re
ceived, and I think he did, but when
he said that he meant that if it wasn't
for the way he advertised not half
the people would come to see his
show that did. And it is almost the
same way with modern business
houses. Did you ever stop to consider
that a really successful house has
something going on all the time?
They have a June sale' and a July
sale and a white sale and a black sale
; and a summer sale and a winter sale
| and every other kind of sale for every
: day of every week of the entire
! vpnr
"And then through the newspapers
jthey tell the public of these sales and
the public reads and comes and buys.
And by that means the stores grow
and prosper, the newspapers grow and
prosper, the public lives better and a
higher plane, for after all this adver
tising in a sort of public educational
system. People may buy more than
they would otherwise, but they reap
ample benefits."
An Advertising Story.
At a recent gathering of advertising
men in New York this story was told:
A man entered a store one bitter cold
day and bought a woolen muffler.
When he opened the muffler he found
inside it the photograph of a beauti
ful girl, together with a note saying:
"If you are single; please write to
me.”
A name and address followed, and
the man smiled. He was single, and
he put the photograph on his sitting
room mantel. There, every evening,
looking up from his book, he beheld
It. It was very beautiful and in a
week he had fallen head over heels
in love. So he wrote to the girl.
Another week passed, a week of
anxious nerve-racking suspense. Then
the lovesick man received this crush
ing letter: "Sir:—The Mary Smith
to whom you wrote was my grand
mother. She died nine years ago,
aged eighty-six. Yours truly, -”
Our heart-broken bachelor, on look
ing into this strange matter, found
that he had foolishly bought the muf
fler from a dealer who didn't adver
tise.
Store Service Valuable.
Louis J. Heckler, In a talk on retail
advertising at the Pittsburgh Public
ity association, advised the use of all
novel methods In advertising for the
small retailer, He held that store serv
ice to customers was r.n invaluable
factor in jnedern merchandising.
PROFITABLE MANAGEMENT OF DAIRY HERD
Perpetuating the Good Qualities of the Tested Mothers. Making a Herd
Much Better Than You Can Buy.
It has become an axiom, with some
dairy men, that the best, results are
obtainable only with the best breeds
of animals. But success with such
animals implies also the best manage
ment; and not every beginner is capa
ble of the skillful handling necessary
with high-bred cows. The higher we
go in the scale of animal life the
more delicate the animal mechanism
becomes, and the greater the need of
wisdom in the human agency which
controls its movements. It is a long
time before a baby can care for itself
as well as can a bronco colt at one
day old. A bronco colt can stand
more simple hardship and abuse than
can a colt of a standard high-bred trot
ting mare or a high-clas draft ani
mal; but the bronco will never have
the great speed, at the trot, of the
standard-bred, nor will it grow large
enough to have the power of the
drafter. The scrubby native cow oan
stand more hardship and abuse than
a highly-developed dairy cow capable
of doing great work, and the latter
loses her superior commercial value in
unfavorable surroundings and under
unfavorable treatment.
IT is found, therefore, that success
in dairying depends as much on the
kind of care and management be
stowed on the herd, as upon the
breed. Care and management are, for
this reason, given the first considera
tion here. These should include a
much greater degree of attention to
the comfort of the animals tha*i is
ordinarily bestowed. In fact, it can
be demonstrated that the nearer we
come to applying the Golden Rule
to the treatment of the dairy herd,
and treating its members as we would
like to be treated, the larger will be
the satisfaction and rewards of dairy
ing.
These are the touchstones of suc
cess. When the cow is comfortable
and contented, she responds with a
flow of milk far in excess of that
which she gives when she has been
uncomfortable and irritated.
Everybody knows that in June
weather cows give a larger amount of
milk than in cold and wintry weather.
If we aim to produce, all the rest of
the year, in stall and barn, conditions
as nearly as possible like those of June
—in warmth, light, freedom from
flies, etc., with succulent food in the
form of silage and roots to replace tlie
June grasses—who shall say that
Bossy will not make •ample returns in
the milk pail?
In nothing have most farmers so
sinned against their herds, probably,
as in the Inadequate shelter pro
vided them against winter's cold
and the hot sun of summer. Warm,
veil-lighted and ventilated stables are
essential to a high rate of production.
A sanitary barn should have from four
to six square feet of window space for
each cow kept. Where cows are kept
in the stalls much of the time, it is
not unreasonable to say that the barn
should be light enough for one to read
in. Good ventilation is essential; but
it should be so arranged that the cows
shall not be exposed to r draught.
"While warmth without ventilation is
conductive to disease, ventilation with
out heat is a consumer of feed.” The
rage of temperature in the barn
should be kept between 40 and 60 de
grees F. In summer, the shades
should be pulled down, lest the well
lighted barn become too warm. TJiey
will also keep out the flies. It is well
to have gunny sacks hung in the door
way, so that, as the cow forces her
way through, the (lies will be brushed
off her back.
Nowhere on the farm is cleanliness
more desirable than in the dairy barn.
Stalls and calf-pens should be kept
free from filth and moisture. Plenty
of bedding should be used at all times,
and the pens cleaned out frequently.
If the calf pen is not a large one, it
should be cleaned out every day. In
the gutters, it is well fo use common
slacked lime, or wood ashes, as. an ab
sorbent.
Cows should not be kept In “an ice
house, a hog pen or a dungeon.” A
dark, damp and dirty place is very
favorable to the growth of bacteria,
which may attack the health of the
animals. Plenty of sunlight keeps the
place dry, purifies she air, and kills
bacteria.
When kept in the barn, cows should
be brushed daily, not only to keep the
dirt and hair from falling into the
milk pail, but to keep the pores of the
skin open. This makes the cow more
comfortable, and it cannot be too often
repeated that anything done to add to
the comfort of the cow adds to her
productiveness.
CAUSE OF THRUSH
IN HORSES’ FEET
Trouble Due Frequently by Ani
mal Standing in Filthy Stall
and too Dry Floors.
(Bv M. H. REYNOLDS, Veterinarian,
University Farm, St. Paul. Minn.)
This trouble is due quite frequently
to standing in manure or other filth,
which alters the condition of the horn
and may be accompanied or followed
by infection. Long continued stand
ing on very dry floors may lead di
rectly to this trouble. In some cases
thrush seems to be associated with
contraction. The frogs in horses’ feet
need exercise just the same as any
other part of the body. When a horse
is shod with high heel and toe calks,
or the wall is allowed to grow down
very long and the horse stands on a
board floor without getting frog pres
sure, the condition of the frog is im
paired and it easily becomes subject
to infection and disease.
Such cases need a clean, dry stall.
The hoof should be properly trimmed;
{he diseased parts removed as thor
oughly as possible; and a strong dis
infectant used over the sole of the
foot. Any of the coal-tar disinfectants
may be used in full strength, or even
pure carbolic acid, care being taken
that the disinfectant does not run
down the heel and burn the skin.
After this first strong disinfectant
calomel is a very satisfactory treat
ment for ordinary cases. The calomel
can be dusted over the diseased sur
face *Jid then some thick clay applied
over the entire sole of the foot.
- \
VALUE OF SILAGE
AND CORN STOVER
Interesting Tests Made at Ne
braska Experiment Station
in Cattle Feeding
(By H. R. SMITH, Animal Husbandman,
University Farm. St, Paul, Minn.)
While at the Nebraska experiment
station the writer conducted tests to
determine the relative value of silage
and shredded corn stover (stalks) fer
cattle feeding. In order to determine
the amount of stover fed each steer, it
was necessary to husk the corn from
the stalk, and as the cattle were kept
in the barn, shredded stover was more
convenient although more expensive.
The use of bundle corn, however,
would greatly reduce the cost as it
can be harvested and shocked as eas
ily as the ears alone can be busked
from the stalk and cribbed. During
the fall and early winter the use of
bundle-corn containing ears might
even prove more profitable than the
use of silage.
TW further fact that this experi
ment was conducted during the sum
mer months without the use of grass
pasture, is evidence that calves can
make very satisfactory gains by using
corn silage and alfalfa as a substitute
for grass.
In sections where enough grass can
not be grown to carry the number of
cattle wanted through the year, but
where a large tonnage of corn can be
grown on a relatively small acreage,
the "silo will become an Important fac
tor for use In summer as well as In
winter.
HIS FIRST PUBLISHED WORK
Probably Nothing He Did in After
Life Gave Benjamin Franklin
More Exquisite Pleasure
My brother h„d, in 1720 or 1721, be
gun to print a newspaper, relates Ben
jamin Franklin in his autobiography.
It was th.0 second that appeared in
America and was called the New Eng
land Courant. The only one before
It was the Boston News letter. I
I remember him being dissuaded by
l some of hia friends from the under
; taking as not likely to succeed, one
newspaper being In their judgment,
enough for America. At thin time
11771» there are not less than five and
twenty. Ho went on, however, with
the undertaking, and, after having
worked in composing the types and
printing off the sheets, 1 was em
ployed to carry the papers through
he ptreets to the customers.
He had some ingenious men among
his friends, who amused themselves
by writing little pieces for his paper,
which gained it credit and made it
more in demand, and these gentlemen
often visited us. Hearing their con
versations and their accounts of the
approbation their papers were re
ceived with, 1 was excited to try my
hand among them, but, being still a
buy and suspecting that my brother
would object to printing anything of
mine ip Ills paper if he knew It to
be mine, I contrived to disguise niv
hand and, writing an anonymous pa
per, I put it at night under the door
of the printing house. It was found
in the morning and communicated to
his writing friends when they called
in as usual. They read it, commented
on It in my hearing, and I had the
exquisfte pleasure of finding it met
with their approbation, and thut, in
their different guosseB at the author,
none were named but men of some
character among up for learning and
ingenuity. 1 suppose now that 1 was
rather lucky In my judges, and that
perhaps they were not really so very
good^pnes as I then egteemed them.
MANY AND STRANGE DIALECTS
In Standardizing Her Language China
Is Facing a Problem England
Has Not Yet Solved.
China will have to start on a kind
of standardization of her language, as
we started, seriously, fh the fourteenth
century. It isn't only a matter of
words and grammar; more important
still are construction and pronuncia
tion. Our English dialects are prob
ably as diverse as any. Put a Cornish
miner and a Northumberland miner
together for the first time and each
would only have a faint glimmering
of the meaning of the other's speech.
What would the Cornishman think of
"What mak’ o' yan is ska?” He would
express the same meaning in "What
be her like, then?" The ordinary Eng
lish, of course, is “What is she like?" I
have knowm a Londoner, fresh to the
fine Dorset dialect, completely bewil
dered by a farm laborer's talk; he
could only get a glint of meaning here
and there.—I-ondon Chronicle.
Right and Left-Handedness.
At first, it has been contended, men
used both arms indifferently, and those
who when fighting pushed the right
side forward had the advantage of
shielding their hearts and so lived to
produce descendants who inherited
their tendencies. He this as it may,
there Is no doubt that the two sides
of the brain have different functions,
and right or left-handedness is by no
means restricted to the arms alone.
One investigator w as very often able
to recognize left-handedness by the ex
amination of the left eye. Tho center
of speech is on the left side .of the
brain of a right-handed person, and
on the right side of that of a left-hand
ed person. Children show unmistak
able evidence of two speech centers,
thbugh one atrophies owing to the
preference given to one hand. Never
theless, experiments show that it can
be successfully resuscitated.—Knowl
edge.
Unconventionalities.
“It was printed in your paper, waB
it, mister? That’s the reason I didn't
see it.”
"You don’t soem to notice, Gerald,
that it’s nearly midnight, and I’m
yawning to beat the band!”
“There's no need of your apologiz
ing for these sliced tomatoes, Mrs.
Nayber; I saw they were spoiled, and
I haven't touched ’em.”
“Yes, 1 notice, Mrs. Sykes, that yonr
boy Bill takes my Mary Jane to the
moving picture shows quite often.
What she sees in him I can’t imag
ine.”
"Oh, well, Mrs. Olisaard, my Bill
goes to see your Mary Jane because
nobody else does; he kind o’ pities
her.’’—Chicago Tribune.
Treatment for Nervous Child.
With highly strung children there is
a sad readiness to pick up nervous
tricks from their elders. Thus from
one he learns to stammer, while from
another he adopts various nervous
movements of the muscles of the face
or limbs. Such children need to be
well fed and kept as much as possible
in the open air, to lead a quiet life
without excitement, and without over
exercise of the brain. Above all. they
must be kept as much as possible
away from those people from whom
they seem to be taking the tricks of
nervousness.
Ticklish Question.
'Is your wife truthful when U
comes to telling her age?”
•'Yea. But try asking her once boj
mneb she weighs.”
HENRY HOWLAND
I l» 11 ■ —M—■—»—«« IIJIH ■ llWl
,
Oli ve’, i 1 " 11i n\.: i i . € I t'.i ; 1 > * M h
the \v< st.
Through* ut the with berth i I;!.- . .. wan
tie- he? t.
M • • v. • n t like • ’ • w 11 j 11 m« t1 i n kr ‘ i . . ’ 1. i w \
at j..11io11f.
lie i.m ihiw.n eit! p'tiplo id nev . as
( awl.t,
II* •«•(!• d !* f |« . * me El wlltl wall lied foi*
hts (.'If,
And «• 11 i I • 11 * ii we'. t r.pplt d by yountf
1 .oohiii\ ill .
lie stayed not for hump and lira .sweived
n it fur stone,
lie zipped like a Hind and ho zipped all
a lone;
Me made mothers weep, ho ran over tho
blind,
lit 1. ft lining streak of smoke streaming
bohiVii,
lie shot o’er the ‘-.tut like a red shoot
I ii k star.
(ill, a terrible s. t-r. h« r was >*oiiok lho
eliinyar.
i
1
Where I tie streets were must crowded tie
passed will; a white,
And tin* goggles lie wore covered most
of Ills plitz;
Hut one day a screw or n nut or u bolt
Fell out of Its place; with u sickening
Jot t
lie landed beneath the warped frame of
tils car.
And nobody wept for the young Dochin
var.
After Her.
"Darling,'’ said the count, "1 have
loved you from the moment I first
feasted my eyes upon you.”
"It Is very kind of you to say so,”
replied the daughter of tlio Aemrican
millionaire, "but 1 am compelled to in
form you that 1 wouldn't give ten
cents to become a countess.”
"Well, please don't engage yourself
to anybody else until I can communi
cate with my brother, who is u mar
quis. We must get you into our fam
ily somehow.”
Would Take All the Profits.
"I see,” said the manager, "that
i your stage directions provide for the
breaking of a real egg in the second
act.”
"Yes,” replied the ambitious young
dramatist. "It will add a touch of
realism.”
"It may add realism all right, but
if you expect to draw any royalties
from (he piece you'd better cut out
the egg.”
to Be laKen into Account.
“You seem to be pretty well pleased
with yourself. What's happened? Mean
hitting it right in the stock market?"
“No, my doctor lias ordered me to
go to Europe for my health.”
“That doesn’t strike me as a thing
that should make a tnan step high and
bulge with self-satisfaction."
"Hut, think of the compliment there
is in such an order."
WHY?
the optimist.
Why worry If the <lay be wet?
Why grumble If the winds blow <’ldll?
Within the vale the violet
Is vainly struggling upward mill.
THE PESSIMIST.
Why so lie because the duy Is bright?
Why hope because you're out of Jail?
Who knows tlmt you, before tonight.
May not step on a rusty nail?
- --— I
Just Wondered.
“Mrs. Wupaley is such a quaint per
son," said the lady. “Never seems to
have anything to say. Yet her hus
band seems to think the world of
her.”
"Doe* he?” replied Mr. Wapsley. “I
wonder why?"
Blopl
Humpty Dumpty sat on the wall.
Up In the air about eighty-six feet;
Humpty got hit by a high foul ball.
And wished he had paid for a grand
stand seat.
Changed.
“Since her husband has made a for
tune she doesn’t eeem to be the same
woman she was."
‘‘I know it. She always leys haa
®otteu’ now."
Skepticism.
“Pa, wbi’. Is a ekeptie?"
“A man who will not eat chicken
salad because he believes it is Binful
(o butcher calves.*