The Algona Upper Des Moines from Algona, Iowa on February 22, 1899 · Page 6
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The Algona Upper Des Moines from Algona, Iowa · Page 6

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Algona, Iowa
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Wednesday, February 22, 1899
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Page 6
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THIS UPPEE MS MOJtMJSrALGOKA^ IOWA WEDNESDAY FEBRUARY 22. 1899. DOES AQVEBfiSIN® PAY? Ah Atl*crtls«r Tfcll* the Upper ftps IWolnes Killtorl.il Aftftoclntlon That It Does. The following is part of an address delivered before the Upper DesMoines Editorial Association at Eagle Grove by K. L. T'iede. of Helmond, one of the largest general merchandise advertisers (outside of a city) in the state: I, for one, believe that the most effective and practical method of talking to the- public, is to talk to them through the printer, and that. I might get better acquainted with the "real friends" of the public,—appreciating the courtesy,—and considering this a pleasure and honor to be with you on this occasion, are the reasons why I have accepted tho kind invitation tendered me. . I want to apologize to you beforehand. Should my paper fail to interest you or meet with your approval or expectation, since I feel a trifle "out of place" when I attempt to tell you something that you in all probability know "bettor than I can tell you," for I believe every one managing a country newspaper ought to understand the art of advertising as well ns the advetriscr; and this same manager "ought" to have this study in mind as much as any other part of his work, for the reason that it assists him in forming "Ads," especially so. for those that are not pro- ficient'in the art of advertising; it not only helps tho OUR that "don't know how" but rssists the "manager of the paper" when soliciting ads for hia advertising space, so that he can "fix up" something on short notice, pleasing the advertiser and oftentimes securing a permanent patron; therefore 1 , assuming that you have this education, it sc'ems than I can say but little to enlighten you, and should I fail to impress you favorably, I want you to charge it up to account of "misplaced confidence." I will take up a little time in saving something about my "big brother," A. C. Tiede, of Elkport, Iowa, who has had a great deal of experience in advertising. This is in part what he said to me: "A long time ago. when I was a boy, I was head clerk in father's store, n email store In a small town. We sold pretty much everything needed by the community. We were located twenty miles from u railroad and twelve miles from the Mississippi, which, at that time was the highway for passenger and freight traffic, and from which we hauled our goods in the summer. "In the winter we hauled from the railway, and in addition to my other duties it fell upon me to haul the goods from these two points. At this time \ve used no printed stationery, and such a thing as advertising was unknown in our circle of trade. The 'spirit of progress,' however, reached even this distant point, and I suggested to the head of the firm that he get some printed noteheads and envelope:!. At'U-:r many discussions the suggestion was finally adopted, and I was commissioned to go to the nearest printing office, In a neighboring town and purchase the stationery, from the publisher ot a a county newspaper office. "I had never been inside of a printing office 1 , but had read the paper carefully each week, advertisements and all. This publisher had advertised a press for sale, and upon reaching his office I made known my wants in the stationery line, and asked him why it would not be practical to buy the press and do my own work. He readily agreed with me that it would be a good thing. "I had no idea at the time that it needed type. "The press was of an ancient pattern, —a combination of a slide, hand roller, and long wooden lever,—and by diligent work and much experience, would run off about 200 copies per hour. "It was not in running order, but after a long search they got all the pieces together except one leg, which I think was finally supplied by the addition of a wooden one. "A small supply of old type was scraped up,—and with this outfit, and no experience, I began my first efforts as an advertiser. The head 'of the firm would write out a long form for a hand-bill, which I would have to boil down to about one-tenth of its original size,— for the reason that we 1 had neither type enough,—nor was our press largo enough to accommodate so lengthy an article. I soon learned the advantage of boiling down and advertising a special article, principally on account of lack of facilities. It can be readily imagined that these hand bills were fearfully and wonderfully made, but they answered the purpose—they attracted attention. "Whenever I was out with the team I carried a box of the bills and a paste pot with me 1 and soon the country for miles around our town was placarded with our advertisements,—offering 15 pounds of prunes for one dollar, and similar startling offers. "This was done with so much persist- ance, that although our competitors might offer 16 pounds for one dollar, the ' people did not know It, and we at once e^cured the prune trade of the community. The hand bill or poster at tly.t time was the first appearance of an advertising effort, and was very effective." In speaking to you on advertising I will not dwell upon ancient history or statistics, since 1 am not an historian nor have I taken the time to look up statistics on the subject, but will try and give you my ideas from as practical a standpoint as I know them. Advertising is what I consider a speculative investment, and also consider it a good one for those who are willing to invest for this purpose, and who are willing to use good judgment as to using space. I contend that the interests between the editor, merchant and consumer are "Identical." Why? Because the editor wants the patronage of the business man and the public, the business man tbe patronage of the pub Wo and the public the "knowledge,"— so that the public "depends" on their paper for the knowledge, the business man ^'depends" on their paper to impart that knowledge to the public, and the "editor" depends on tbe public and business man for bis support. It then devolves upon the business men of their respective communities to lend their support, by way pf advertising, ST tbat tbe printer is upt bumpered in getting up a better paper, tbere.by making it easier for him in getting out & more "newoy" ptper, a larger clrou- JatloB, and tbe wore profitable to tbe is meant and the possible time the more effective will be the advertisement. In taking spate in a newspaper, this space belongs to the advertiser, and becomes the advertiser's property, so to speak, and rests 'entirely" with the advertiser, whether or no the )t:vr?.«t ment is a paying one, and while it is a business venture he should consider it as a "part of his stock in trade" and strive to make the amount so Invested "self sustaining" the same as any other of his business ventures, but tho advertiser should not lose sight of ono idea, that an advertisement HARDLY EVER BRINGS A DIRECT OR PERCEPTIBLE GAIN" and is nothing more or less than casting bread upon tho waters, which, when good judgment prevails in forming the "aV.t" is sure to come back before many days, together with plenty of good butter and preserves. An advertiser is after customers or he would not advertise, and while we nil admit that advertising is a necessity, the great question is, "how to advertise" to get the best results? I have tried many ways of advertising, and have found the "handbill" the best, outside of newspaper advertising, especially for those that are not able to "keep the pupcr" or for t.hoso that are in the habit of "borrow- li-g" their no.ghboi's paper, but a.t the same time, if good results arc anticipated from this way of advertising, it will be found a very expensive way, since to reach the people it is almost nn absolute necessity to send them through tho mails, which takes time and trouble in getting thorn ready, be- the cost of envelopes nnd stamps. My experience, has taught mo that 1111- ess this is done the "dodger" is a flat iViluro, in frit. T Oouol; ivl.i'tner 1 out of every 10 is read, when distributed in any other w:iy: but wlinrc I hive derived the most benefit and satisfaction has been through our newspapers, and that is the reason I have been a newspaper advertiser and friend. Did you ever stop to figure the small outlay it costs to advertise in a newspaper? For instance, an arrangement is mods with a paper, say for one column, at the rate of $50 per annum. If this paper has a irculation of 500 boni fide subscribers, and you multiply this by 52 issues,— amounts to the enormous number of 26,000 impressions, or less than $2 per thousand "ads"—about 10 cents per family per annum, and placed in tho very hands of the people you want to reach. In constructing "ads" I have tried to be as simple and original as possible, and have endeavored to Say what I meant ; 3i ' i And meant what I said, and have at all times avoided personalities and meaningless words, but !iave tried to construct the wording of my "ads" so simple that any one who could or would read could understand. An advertisement, to be in sympathy with the public, ought to be so constructed ns to not tire the reader, original in construction, changing tho "ads" often, and above all things to be sincere and honest of purpose is a motto that is well to follow, and I assure you, in my observations, with good results. It is far better to do just a little better than advertised, and give the purchaser the best of wares and service, thereby gaining a good impression, both for the wares and for the advertisement, as well as the confidence of the public. In taking space in a paper, it is policy to use enough, so that what, one intends to say can be done without crowding the space. I believe in plain, bold type, "no fancy flourishes." Look at some of your "supposed" master-pieces of display "ads;" you will find some of them all border and nourishes, while the reading matter is so undiscernablo that the meaning of the "ad " is lost sight of. In fact my idea of an "ad" is not that "The tailor makes the man" or That fine feathers make fine birds" but a plain business talk, with all the big words left out, seenis to me to be the most effective way. Too much copy for a small space is not a good idea, but I find that the best results are obtained, for a small space, where one or two items only are advertised. Many advertisers use comic electrotypes, which I think a good idea, provided they do not appear too often, but the idea of imitating a successful competitor, both in advertising and mode of business I consider bad practice, for several reasons, One reason is. that by imitating, the public soon "catch on" and ridicule the imitator, thereby placing the original advertiser in the lead. Another reason is, that the idea "already advertised" does not terminate in a satisfactory way, and then the imitator must lay it to some cause, generally to the printer; but if business men would use ideas of their own, studying the wants of their trade, it would terminate better to their and the printer's advantage. You have noticed that many business men advertise during the busy season only,— which is good as far as it goes,—but it must bo remembered that the public keep themselves posted at all time* of tho year, at least I have found it so, and I consider it as essential to advertise in "dull" times as well as in the "rushing" season;—for instance, we have inaugurated a special day, celebrating our business anniversary, which comes In the very dullest time, July 12th, of each year, when, on these occasions we are obliged to engage no less than 25 clerks, and have use for every one of them for the entire day; but to do this, it is necessary to use printers' ink, otherwise the sale would not be a success. My friends, do you think that advertising pays? As before mentioned, "good advetrisiug is nothing more than a plain business talk" and any advertiser who is sincere in his work never worries much about the immediate results of hia "ads." Advertisers spend large sums of money to make themselves and their business houses popular among the people, but rarely do you find g* advertiser continually finding fault with the money so invested. A money lender loans money on long time at a small rate of interest and waits patiently for an accumulation of the interest. A farmer raises stock from the yovjng and grain from the 'seed hef sows, waiting patiently for bis rewards. The "friends" pf the polit- cian "urge their candidate" to come into the political field long before election, and lie must valt patteetly (or developmental—and 50 U; }a wjtb Wnture, Tjrbetber Jp tlw JWkUtfe oj Jitical, bMaiuesa PJ- te wot the 4 stock In trade and wait for developments. Too many of our business men look upon the art of advertising with such utter indifference, in fact, consider it more of a charitable, rather than a business transaction. Does the "wise man" wait for it to rain before putting a roof on his Tiouse? But that is where too many of our business men make their mistake, they "put off" roofing their house until it is too late. If all our business men would take an active interest <zi advertising, making it a part of thefv study and work, it would not only p:>.y them, hut would help build up th?ir communities, by stopping the conzr.nnt drain of cash that is pouring into tu«s big stores in the cities from the very community they live in. If they would stttfly the art of advertising more, they would not consider that they were simply benefitting the 1 printer at home, but thwy would be using the same methods that those are doing that are now robbing them of thousands of dollars of trade that belong to them, and in this way protect themselves and their neighbors by keeping "at home" the money that rightfully belongs to yon and their "fellowmen." The large stores from the cities are? continually advertising among us, not that they sell ony cheaper, or that they love us any better, but being continually before the consumer with their advertisements, is why they have such hold upon so ninny'of our people, nnd still, "our advertising don't pay fellows" will tell you that it don't pay to advertise. Does it pay the printer to patronize tho home merchant? Say, wouldn't those same fellows roar if the 1 printer cnught the "sending off" fever? When referring to the building up of a community, I do not mean that it is alone the duty of tho dealers to try and hold the trade 1 , but I feel that it is the duty of all, mechanics, tradesmen, in fact all and every one who live off of the "fat,of the land" to pursue the policy of "live and let live," and when this is done on that grand and broad principle "do to others as you wish to be done by," then a community is bound to prosper 1 ,—and when those who do not advertise can see it to their advantage to keep their friends posted as to what and how they sell their wares, they would in that way divert the* attention of their friends from tho concerns that, are now taking so much trade from their respective communities, then will they realize the amount of good derived from advertising; they will then realize the reason why the big advertisers have been everlastingly at it, and will then realize that it is not alone for the love or benefit of the printer, but they will realize that advertising is a good speculation after all. In conclusion I wish to say that I feel positive that the money I have expended for advertising purposes has been a benefit, not alone to myself, but to my competitors, the printer, tho consumer, and the entire" community in which I live. Apple Juch. A. J. Beveridge, the newly elected Senator from Indiana, was nicknamed "Apple Jack" by his fellow-students in De Pauvv Univsrsity. It is said that his first fame as an orator was brought about in a novel way. It was advertised in an Indiana town that ex-Governor Beveridge of Illinois would deliver an address. When young Beveridge arrived and saw the flaming posters he did not wish to speak, but finally decided to make the best of it. When the crowd flrst saw the boy orator they laughed, but as he warmed up thfiir laughter changed to cheers, and right there ho made his public reputation as an orator. Ho has ever since been in great demand. He is a young athletic man, full of vigor and with a mind of his own. Vitality of Sniills. The snail is blessed with great powers of vitality. A case is recorded of an Egyptian desert snail which came to life upon being immersed in warm water after having passed four years glued to a card in the English Museum. Some species, in the collection of a certain naturalist, revived after they had apparently been dead for fifteen years; and snails, having been frozen for weeks in solid blocks of ice, have recovered upon being thawed out. The eggs are as hard to destroy as the snail itself. They seem perfectly indifferent to freezing, and have been known to prove productive after having been shriveled up in an oven to the semblance of grains of sand. Tho Verb to "Jew." The earlier editions of Webster's Dictionary contained a verb, "to jew," and denned it "to cheat," "to play with," etc. At the request of a number of influential Israelites, the word was eliminated from the book. As a matter of fact, however, the word had no connection with or reference to the followers of the Mosaic faith. It was derived from the French "jeu," and "jouir," which means "to play with," "to cheat," etc., but its orthography had become corrupted to "jew." It did not appear in subsequent editions of the work,—Hebrew Standard. To Drain u Coal Field by Electricity. One of the great coal fields of England, some thirty-two square miles In area has numerous pumps established at many different points to pump out the water. Now it is proposed to work these pumps by electricity. They will be so connected that at a single point the necessary switching can be done to throw them all into action at once. There are fifty pumps in all. If the project is successfully carried out it will be one of the most striking applications of electric distribution and Control of power yet Installed. M. Dusand of Geneva ban sent the Paris Academy of Sciences a tipn of a B,«W telephone with, which he has succeBgftaUy experimented a Wast laboratory ^ ^a& »We to , taegsage* that a l«cf e room, by a» au4i»ftfli Jflf NOTES OF THE WHEEL MATTERS OP INTEREST TO DEVOTEES OF THE BICYCLE. Bow the Boatonian' Was Hidden to a StnndAtlll In Bis Kecent Race IT 1th Kikes — Bicyclists Win a Victory Through tho Referendum. Ridden to n Standstill. Harry Elkes displayed his remarkable supremacy in middle distance racing in his twenty-five-mile match with E. A. McDuffle, whom he defeated by thirteen laps in 52:34 on the Madison Square Garden ten-lap track. McDuffle sought the match, and now hrj is a sadder but a wiser man. Before the start of the race he demanded payment of a disputed account of $500 before making his appearance on the track, and as a result the race was delayed for almost an hour until finally the money was paid to him. Last year's middle distance champion took the lead in the flrst mile and gained slightly on the Glens Falls youth, but in the second mile the latter cut his time for the mile down to 1:55, taking'all the pace he could get and calling for more, while the Bostonian had trouble hanging on to what was given him. After the first mile Elkes gained steadily on McDuffle and at five miles was 31 3-5 seconds in the ead. At ten miles he led by 1:01; at fifteen by 1:24 3-5; at twenty by 2:18 2-5 ind at twenty-five by 4:25 2-5. After the fifteenth mile the Boston- an loafed around the track in a mo.'st nbject manner and was so clearly outclassed that many of tho spectators, disgusted by the long preliminary wait and owing to the lateness of tho hour, eft the building before the end of the race. Each contestant had seven tandem teams, five of McDuffle's being teams formerly retained by Elkes. catches the collar and turns It with its cam backward, so that the brake rod is pushed toward the rear wheel where an ordinary spoon brake shoe acts on the tire. A coil spring around the brake rod returns the brake to its normal position after the rider has ceased to back pedal and has returned to the regular forward pedaling. Cycle Trade Conditions In Hong Kong, To thoroughly understand the Hong Kong cycle market it is necessary to describe the highway conditions of the colony. Hong Kong is built on the side of a mountain 1,800 feet high, and all the streets above sea level are terraces broken by flights of steps, making the majority of them unavailable for cycling. Consequently, the available roads are reduced to two, although there are numerous excursions that the daring rider can take throughout the island. The favorite, and in fact only, road for ladies borders the harbor front and is about eight miles long. This road has a hard, metaled surface and is beautifully kept. The view and scenery along it. is unrivaled, and the breeze that comes sweeping in from the ocean is most refreshing. Every evening from 5 until 7 it is alive with cyclists with the most heterogeneous lot of machines ever seen. Bicycles of all dates run side by side. The other road referred to is called the Aberdeen road, which is also eight miles long. This road contains some heavy grades which a strong rider can take, but they do not commend themselves to the majority. \V retched Koads In Cuba. The presence of a few bicycle salesmen in Cuba and Puerto Rico does not imply an immediate demand from those markets. In fact considerable time will elapse, before they add materially to the volume of our exports. No money has been spent on the roads of Cuba, all of which are in a deplor- SPROCKET DESIGN. The principal feature of the design Jies in the heart-shaped opens cut in the sprocket plate. This cutting gives spokes wide at their intersection with the hub, narrow at their centers and svide and divided where they join the rim. First Popular Good Roads Vote. Complete returns of the Minnesota .state election show that the state aid amendment to the constitution has been passed by the people by a vote of 70,043 to 38,017.This is the first time that a popular, vote has ever been taken in any state upon the good roads question and the result is a most emphatic indorsement of state aid as its solution. The constitutional amendment was introduced at the 1807 session of the Minnesota legislature by A, B. Choate of Minneapolis, as representative of the L. A. W., and its passage by that body was the result of his persistent and diplomatic work in behalf of the measure. This left it to be submitted to popular vote for its final passage. A strong educational campaign for good roads was carried on by the L. A. W. throughout Minnesota during the past summer and fall with t£e active assistance of the Bureau of Road Inquiry at Washington and the press of Minnesota. The Minnesota legislature w'H now take the necessary steps to put a system of state aid in operation such as is now in force in New Jersey and in New York. Farmers especially will appreciate this, as it will enable them to obtain durable highways, without being obliged to bear the entire expense, as they do at present. Back reflating Break, The front sprocket is secured to the axle by means of a' ball ratchet device so that it will rotate forwardly in uni- son with the axle, but will run free wben. tfte motion o£ the pedals is reversed. Around the central part of the crank axle is a similar ball ratchet, though reversed io the direction of its operation. This ratchet actuates a collar which carries a cam acting at one end aglnst a limiting pin placed iu the banger bracket, and at the other end agatest tbe (orw^vd extremity pf a boy- brafee rod. When the tb,e internal able condition. Attention should at onc e be given to this important question and a liberal sum out of both local and general revenues of the island set apart for this purpose. The colonial methods of Great Britain are receiving careful study by members of the administration who have anything to do with the government of the new dependencies. There is still a strong desire for the creation of a new department having charge of all matters relating to the new dependencies. This will probably be recommended to congress at the next session. The experiment is being made in Cuba of an independent colonial service. Algoritum Cheer the "Flylug Yankee," George Banker, popularly called the "Flying Yankee" by the Frenchmen, was the star attraction at the big meet ing in the city of Algiers on January 1, which was attended by a large and cosmopolitan crowd of spectators. Grogna, Banker and Tommaselli qualified in the three heats of tho handicap race. The final was a regular scratch race. The three loafed for the flrst half lap, but the crowd began to hiss and Banker went to the -front, where he staid until the finish, resisting every effort of the others. Four heats of the Algerian championship race were won by Grogna, Banker, Tomma- selli and Guignard, Banker winning his heat by thirty meters. Skinning a Beauty. A correspondent of the Birmingham Gazette writes as follows: A well r known society beauty, I am told, earned the congratulations of her friends by her success in undergoing the prolonged and painful operation of the removal of the outer skin of her face. This operation is rare, but not quite unique. It is done SQ gradually that it may be described as by a pin prick at a time. The object is to restore the complexion. I imagine that the lady in question was already sufficiently beautiful. But she appears to have become dissatisfied with her complexion. The operation being perfect, she has now an entirely new complexion. But it is not an operation that will bear imitation, for it would easily be a failure, and then the last state of tbet beauty would be sad indeed " Evil Dispositions Are Early Shown*'* Just so evil in the blood comes out in shape of scrof* ula, pimples, etc., in children and young people. Taken in time it can be eradicated by • using Hood's Sarsaparitta* In older people, the aftermath of irregular living shows tt- self in bilious conditions, a. heavy head, a foul mouth, disordered kidneys, yellow eyes and skin, with a general bad feeling. It is the blood, the impure blood,, friends, which is the real cause. Purify that with Hood's Sarsaparilla and happiness wilt reign in your family. Blood Poison— " I lived in a bed of fire for years owing to. blood poisoning that followed small pox. It broke out all over my body, itching intensely. Tried doctors and hospitals in Vain. I tried Hood's Sarsaparilla. It helped. I kept at it and was entirely cured. I eould go on the housetops and shout about it." iliis. J. T. WILLIAMS, Carbondale, Pa. Scrofula Sores - " My baby <»t two months had scrofula sores on chec'. and arm. Local applications and physicians' medicine did llttlo or no good. Hood's Sar- saparilln cured him permanently. He is now four, with smooth fair skin." MRS. S. S. WnoxEU, IVarmington, Del. Hood's rills euro liver ills, tlie non-lrrltnthijz anil the only cathartic to take with llooil's t Out of HOIIBOII. Freddie—Our teacher says that all little boys are just animals. Tommy—1-Iuh! How can that be. Wo ain't got no tails. A catalogue of 300 prizes suitable to jjvery taste and condition mailed on •Inquiry. Prizes given for saving Diamond "C" Soap wrappers. Address Cudahy Soap Works, South Omaha, Nebraska. General John M. Palmer is suffering from a severe attack of grip, which, at his age, is [considered a decided danger. Suggestions for Women ns to the Care of Dainty Underwear. It is one thing- to have pretty belongings, and another to keep them so. Of nothing: can this be more- truly said than of woman's underwear, so generally ruined in washing with strong, impure soap, and by hard rubbing. Silk and woolen underwear should never be washed on a cloudy day. When ready to do the work, half fill a tub with warm water, In which dissolve a fourth o£ a bar of Ivory soap, and wash the articles through it with the hands, rinse in warm water and squeeze, but do not wring:. Hang on tho line and press with a hot iron while damp. E.LJZA R. PARKER. There are 672 known volcanoes in the world, of which 270 are active. Health for Ten Cents. Cascarets make bowels and kidneys act naturally, destroy microbes, cure headache, billiousuess and constipation. All druggists. Don't insure your life and then proceed to work yourself to death. FITS PormanontI.vOureti.ITo Jits or nervousness nftei flrsb day's use of Dr. Kline's Oreftt Ts'orvo Restorer. Bond for PREE $2.00 trial boUlo and trcmtiso. Dn. B. H. KLINE. Ltd., 931 Arch St.. Philadelphia. Pa. "Pis the mind that makes the body rich.—Shakespeare. Piso's Cure for Consumption has saved me large doctor bills.—C. L. Balrer, 4238 Kcgont Sq., Philadelphia, Pa., Dec. 8, '05.' "Was the banquet a success?." "I guess so; the men all wore each other's overcoats oft' as souvenirs." Positive, soap; comparative, good, soap: superlatlve,_p_lamond "C" Soap. As a rule the man who is iinable to trust himself displays pretty sound judgment. ' Artificial coal is made in Longenberg, Pomerania. Two bricks of it, costing one-fifth of a cent, will burn tn a closed stove for twenty-four hours, and give enough heat for cooking purposes and to warm a room fifteen feet square. It Cures Colds, a .. Y , SSSSsSIISS: s of ladles as safe at. ways reliable aud without »u equal. Ask (irug" ' *5S Pills 1 »ij>u«u 1'eniaio —£ Freuoh Flag on top fn 3\w, i»S» SLB",^ v '»« <*• WiSS

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