The Texas Mesquiter. (Mesquite, Tex.), Vol. 30, No. 28, Ed. 1 Friday, January 5, 1912 Page: 2 of 8
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,
THE TEXAS MESQUITER
JOHN I. DAVIS, Editor and Proprietor
MESQUITE, -
TEXAS
Many an old man In years la a
young man In mental activity.
An Insane man was found wandering
In Wall street, says an exchange. Only
one?
• London proposes to build a Hner
that contains everything but an avia-
tion field.
Chicago women are about to start a
department store, which will have six
bargain days a week.
A New York state man killed a deer
with his automobile. Some men are
deadly shots with their autoa.
Princess Eulalle may merely be pre-
paring to come over and show us what
i she can do in vaudeville.
A lecturer down east says that
"woman should be more conspicuous
than her clothes." Sometimes In the
•ball room she is.
A Chicago man committed suicide
after a card party. The ordinary man,
bowever, Is satisfied with being mere-
ly bored to death.
Fire destroyed 25 automobiles In a
New York garage. Yet when they are
led out they do not rush back Into the
flames.
An X-ray examination of a Michigan
man discloses the fact that his vital
organs are on the wrong side. Rail-
road train or football?
We refuse to become excited over
the fact that Sir Walter Raleigh's pipe
is for sale. Our old reliable corncob
Is good enough for us.
"A man of 20 Is worth $6,230," says
a statistician. This will be good news
to a great many men of twenty wbo
are looking for meal tickets.
It may be easy to fly across the At-
lantic as "Willis Moore says, but if any-
body contemplates trying it we advise
him to take along a bathing suit
Maeterlinck says that it will be easy
to die in the future. Evidently be has
come to the conclusion that no Im-
provement in vaudeville Is to be look-
fd for.
; Citizen of Ohio wants a divorce be-
cause his spouse smokes cigars. If 6he
goes through hlB pockets at night, and
confiscates his best ropes, we sym-
pathize with him.
You can't hold the women down;
aoon they'll be invading the realm of
high finance. A New York woman has
been spending $21,000 yearly on an In-
come of $18,000.
1 Several Cincinnati schoolgirls have
succeeded In living on seven cents a
day. It Is harfl to tell whether they
did it In the Interests of selence or
merely to catch husbands.
Dispatches from the east tell us that
a ton of oil recently was taken from
the tongue of a whale. We have not
been able to learn the details,
but we have a hunch that it was a lady
whale.
A farm Journal says the result of
the experiment of mixing wine with
feed for chickens was to increase the
yield of eggs by 100 per cent Prob-
ably the hens were unable to count
straight
If the European picture thieves will
come over here and give their atten-
tion to the studios of some of the art-
ists who get out covers for the maga-
sines they will meet with a hospitable
welcome.
There Is a birth every four minutes
In New York. Even at that New
Yorkers aro often hard pressed to
take care of the money constantly
handed them by outsiders.
A man In New Jersey estimates that
In tho last thirty years he haB walked
25,000 miles between his home and
church. This may be defined as real-
ly taking steps to be saved.
Instructions for Growing Cotton
FIRST. The soil should have been thoroughly pulverized
for at least five inches deep last fall or in the early
winter; the cotton stalks, grass and trash should have
been turned under to decay. However, if you have not
plowed the land deep, plow it at once about one inch deeper
than It has ever been plowed before. It is best to flat break
the land and then bed it.
Second. The rows ought to be wider on rich land than
on poor land. It is better to have the rows a little too wide
apart than too narrow. Air and sunlight are of the greatest
importance in making the cotton fruit.
Third. Lay off tne rows and distribute from 300 to 800
pounds of some standard grade fertilizer in the rows. On
poor land it is not advisable to use more than 300 pounds
per acre; on very fertile soil as much as 800 pounds per acre
may be profitably used. Distribute the fertilizer several days
before planting and thoroughly mix it with the soil by follow-
ing the fertilizer distributor with a bull-tongue or scooter.
Fourth. Use the harrow thoroughly before and after
planting the seed.
Fifth. Plant as early as is safe from frost.
Sixth. Begin cultivating the cotton as soon as it is up to
a stand. Frequent and shallow cultivation should be the
rule. Harrows, cultivators and winged sweeps are the im-
plements best suited to the cultivation of cotton.
KEEP THE FOLLOWING RECORD:
1. Date of preparation and how the land was pre-
pared.
apart.
2. Amount of fertilizer used and how applied.
3. Gate of planting; depth; variety; distance of rows
4. Date of cotton coming up. .
5. Date of each cultivation and kind of cultivation
given.
6. Date of first blossom.
7. Date of first open boll.
8. Number of pounds of seed cotton per acre; number
of pounds of lint cotton per acre.
9. Price received for cotton.
10. Keep a record of the entire cost of preparation,
planting, cultivation, gathering, marketing the crop. Be able
to tell just exactly what the cotton cost per pound to make it.
USE OF DIPPING VAT
Efficient and Practical Agency in
Eradicating Ticks.
Number of Counties In Mississippi Ex-
press Approval of Method of Ap-
propriating Money for Build-
ing of Tanks.
(By DR. J. A. KIERNAN, Nashville.
Tenn.)
The dipping vat as an efficient and
practical agency in eradicating cattle
ticks Is gaining rapidly in popularity
among all classes of stock owners.
This growing approval is being ade-
quately expressed through the Boards
of Supervisors in a number of coun-
ties in Mississippi by appropriating
sufficient amount of money to buy ma-
terial for the construction of com-
munity dipping vats at convenient
points in these counties, available for
all the cattle in the respective commu-
nities and for the purchase of material
with which to fill these vats. With
such convenient assistance provided
there are extremely few cattle own-
ers who are so indifferent as not to
become actively interested In erad-
icating fever ticks from their premises,
which result is easily accomplished by
regularly dipping all cattle every two
weeks for the space of a few months.
This action on the part of the Board
of Supervisors is beyond doubt truly
economical and far-sighted and in all
instances noted has been bo consid-
ered by citizens of counties in which
this action has been taken, for it makes
certain the complete eradication of the
fever tick in a much shorter time than
would otherwise be consumed and by
so doing makes possible the elimina-
tion of quarantine restrictions at a
correspondingly early date and not
only are the ultimate results thereby
hastened but unnecessary dissension
during the progress of the work by
this method is largely eliminated as
well aB the useless discussion as to
the probable results, for no well In-
formed man of average intelligence
can have any doubt as to final results
after having witnessed one dipping of
cattle in properly prepared arsenical
solution and noted the results of that
dipping four days later.
EXTENSION LADDER FOR ROOF
Many Difficulties Overcome by Use of
Implement Shown in Illustra-
tion—How It Is Made.
It Is extremely difficult to climb up
the roof of a building and retain one's
footing after reaching the eaves with-
out a long ladder equipped with ridge
hooks. This requires two ladders ol
considerable length, the hooks are
more or less dangerous, and they are
Injurious to a roof.
These difficulties can be overcome
by making a roof extension ladder, as
shown in the illustration, says a
writer in the Farm and Home. Fpr
reaching roofs for repairs it is in-
valuable. Out of waste lumber makf
In France the bicycle has become
the most popular of all vehicles, while
the craze for the motorcycle 1b begin-
ning to abate. You never can tell what
the French are going to do.
Icaco tl
Igefl a
burglars bound and gagged a woman
as she played the piano. Never hav-
ing heard the lady play, we find It Im-
possible to Judge whether they ware
burglars or simply neighbors.
A man and a woman who bad a
lovers' quarrel thirty-five years ago
have Just been married In Ohio. If II
Is going tv take them that long In each
ram to make up they nre not likely
lo hnvn wnuy family quarrel*
A wmM frtrtoMvii'ii promote*
( l# Pom nrrtnM- fih* inn? feat*
wHti ul proving ih§i In wind
till it af to «>(f«r4«4 •« «•«« iti iv<
u<ii#'f provliH i Mte l«tto i
«## yfexJin* #*
Roof Extension Ladder.
a short ladder extension to fit lnsld«
the rails of your long ladder. Bore
holes through rails and fasten ladders
by a bolt in each rail.
This allows extension to swing
either way or to fold down. It will
lay up on any roof firmly without
hooks and Is self-adjusting. All that
is necessary is to move the foot of thf
ladder out farther for low roofs.
Art of Egg Production.
The art of egg production needs
more study than that of egg preser-
vation.
advertising
LOADING PLATFORM FOR LIVESTOCK
\X Vs
•HfOf MNM*9 PJftfnrjn far
Mow ul H>e i>'ut)iit|i Mini | lo ih« 'ipi'M ripiti band nmiut niton#
ha0'# (hi rtwk i Nw )M' lit Huf ihoiiit IiooJm Mit uitrf it
iJy |ol fmp If Ipntjlp of polt'fi 4 Iim'I' I ify'lwil ^'t'*ti ptoppfu (MljoiMM fh#f
m4* nHl I'fjrtf!! jtojf |#w MW Mo* NM ul Jllf tip# $uui
STYLE IN ADVERTISING
8ome Suggestions to Copy Writers on
a Most Important Advertising
Top|$.
E. V. Cheverton, for several years
connected with the J. Walter Thomp-
son Advertising Agency, and. of late
acting as advertising counsel to sev-
eral firms, was a recent speaker to a
New York Y. M. C. A. clasB In adver-
tising. Mr. Cheverton Bpoke on "Style
in Advertising," and incidentally on
"Type."
"It is very essential," said Mr. Che-
verton, "for the ad man to have a
knowledge of type and the laws gov-
erning the various effects which its
arrangement produces. The composi-
tor may be possessed of rule of thumb
knowledge and his observation or ex-
perience may have fitted him to turn
out a piece of work of creditable ap-
pearance. The ad man, however, has
a wider knowledge of the subject of
the ad; knows the audience he is ad-
dressing, the selling points he wishes
to emphasize, and the means by which
he can best move the reader to action.
Consequently, with his wider knowl-
edge of the conditions that exist, He
is better equipped than the composi-
tor to select and arrange the type
which is to compose the ad.
"In considering type, as in most
other details of advertising, it is im-
portant to constantly bear in mind
the twofold purpose which underlies
all successful advertising, namely, to
attract attention and to move to ac-
tion, or the appeal and the response.
It Is also essential to consider the
attitude of the reader. He is not
looking for your ad; on the contrary,
he is interested in other things, and
your ad can receive consideration
only after his attention has been di-
verted.
"This brings us to the necessity of
display. It Is a mistake to suppose
that display consists merely in the
use of large type. While it is true
that the latter has greater attention
value than small type, it is neverthe-
less a fact that clear white. space
gives prominence to the ad by reason
of its exclusion of counter attractions,
the Importance of which is easily ap-
parent.
"White space has the further advan-
tage of tying the ad together, espe-
cially If there is one or more lineB of
display type in the body of the ad,
as these have a tendency to cut the
ad into parts. The advertiser must
carefully consider the ratio of white
space to printed matter.-
"Another element is the attractive-
ness of the ad, for it is apparent that
the absence of this feature will exert
an unfavorable Influence on the read-
er, and hence reduce attention value.
Too many styles of type produce a
Tack of unity In appearance and hence
should be avoided. In these days of
Increasing advertising It is not diffi-
cult to find examples of ads with at-
tractive type arrangement, a study ot
which is advisable.
"Having secured the reader's at-
tention by meanB of a judicious use of
white space, display type and attrac-
tiveness, it is now necessary to arouse
and hold his interest. This is largely
the office of the copy writer, but here
again wise type arrangement is im-
portant. The use of type that is easily
legible, preferably with a bold face
and leaning, are two means toward
the accomplishment of this end. It
Is advisable to have copy possessing
keen interest, follow the display, or
heading, in order to get the reader
started to reading the ad. This much
being accomplished, he is more likely
to continue reading if the copy, or the
subject treated of, offers sufficient in-
terest.
"Many advertisers err in the choice
of too large body type. If the reader
is not Interested In the subject-matter
of your ad, 60-polnt type will be but
little more efficacious than that meaB
urlng ten points. Bather than waste
space with large body type. It would
be better to Increase the white space
and thus give greater prominence to
the entire ad.
"Short words, sentences and para-
graphs are other means of holding
the attention, because they are more
easily read.
"Do not try to have your type ar-
rangement perform acrobatic feats.
The average reader Is too busy to de-
cipher matter that Ib not eaally read.
Bome people seem to think that the
merely unusual In good advertising.
Bear In mind that your aim Ib not
merely to attract attention, but also to
move to action. The arrangement of
worda us spokes radiating from a hub
l bad practice. How many busy men
would turn their paper In various dl
reel Inns In order to read audi matter.
Much display might anr < the atten-
tion of a few rmnlwra, but moat ptto
pie would not read It
"Anotlinf error frequently met wlto
I# mmiunl #l |dny tlnvold or iiit ro t
A romifM III# lnaur*i o ad ttppwiwid
Mi Ml' it'o nofd* I' wr I ruinpui# a# |t#
linn, 'hp lumlly awMt'hinp
{ >'Vi7 |0 Off Ibe'tf tilt* *' f' ppMWa
I tpjt' fillip nif • ofnp#'tt'ivt'lj ipn nno
qulstte perfume Bnould not have tha
same appearance as one for a machine
weighing many tons. If you are apeak-
lng of jewelry, try and give your ad
a light, dainty appearance. WbereaB
if coal Ib your subject, you may use
an arrangement of type that presents
a more massive effect.
"Trade-marks are very essential
factors, and add greatly to the atten-
tion value of an ad. They should be
given due prominence and, preferably,
be surrounded by an ample quota ot
white space."
FAKE ADVERTISING A CRIME
A Clear Conscience the Reward for
Publisher Who Refuses to Print
Deceptive Matter,
In an address to the students of th«.
Northwestern University School of
Commerce A. P. Johnson, advertising
manager of the Chicago Record-Her-
ald, said:
"The greatest drawback in the de-
velopment of modern-day advertising
comes from the same source that un-
dermines all other professional and
commercial enterprises—the fakers,
schemers and promoters of fraudulent
undertakings that depend upon adver-
tising to accomplish a dishonest pur-
pose.
"The publisher of any medium hav-
ing a general circulation, whose edi-
torial columns are read and accepted
in good faith by the public, whose
opinions on the political and economic
questions of the day are read and be-
lieved, and who, at the same time, ac-
cepts and prints advertising which he
knows Is fraudulent, deceptive and
misrepresenting, commits the great-
est social and civil crime ever perpe-
trated on a civilized community.
"Refusing 'fake' advertising does
not pay in a direct increase of legiti-
mate advertising, nor does it Bignify
that a paper pursuing such a> course
should expect any great material re-
ward, other than the satisfaction that
comes to any one who deals on the
square with his fellowmen."
THE CRUCIAL TEST.
Read one of your own adver-
tisements; if you were "the man
In the street" would you have
looked at it; would you have
bought?
WOULD ADVERTISE CHURCH
Milwaukee Minister Tells of What He
Could Do If He Were a Million-
aire Layman.
Rev. W. T. Dorward, in a sermon at
Milwaukee the other Sunday, told hie
congregation what he would do to ad-
vertise his church if he were a mil-
lionaire layman. He said:
"I would advertise in all our city
papers, paying the same price for
space as do our city merchants. I
would use printer's ink freely in every
sensible way. I would have In glar-
ing letters of electricity the name of
my church. It would burn and glow
every night In the finest place in the
city that money could buy and In
such a way that the biggest firm In
our city would pale in insignificance.
I would help with my money to make
my church the most attractive place
In the city—attractive outside and in.
I would have an Institute for boys
and men, girls and women.
"But having said all this, as a mil-
lionaire anil Christian, I would try to
remember th .t my church, In spite of
this advertising glare and flare, would
soon die of dry rot unless the spiritual
light were kept constantly burning. I
am sorry we have not a millionaire
of this type in our church. If you find
him, tell him I desire to see him at
once."
Possibilities for Loan Companies.
Wider use of newspaper advertising
is recommended by H. S. Rosenthal
In his new book, "Building, Loan ana
Savings Associations." The author
sees boundless possibilities for sav-
ings associations in judicious news
paper advertising, which he says will
bring certain returns to the associa-
tions. He traces the tremendous
growth of advertising in this country
and shows how nearly every business
enterprise has been affected by the
vital part publicity has played.
While he recommends every kind
of legitimate advertising, Mr. Rosen
thai makes it plain that the most ef
fectlve appeal to the investing public
can be made in the dally newspapers
He devotes a chapter In his new book
to this subject and glveB building and
loan association men "Inside facts"
and practical, beneficial bints on how
to spend their money ror pu Illicit,
most wisely.
fMBURD. NESB1T
^mosSkidjums
You know Amos Skldjums—he's the
friend of yours
Who hns eyes that only see your faults;
Amos has the sort of friendship that en-
dures
And that for your helping never halts;
Amos tells you kindly—tells you quickly,
too—■
If he thinks you're looking rather bad:
Amos always comes In when you're glum
and blue.
And to And you so makes Amos glad.
Amos Skldjums sometimes hears Bome-
body suy
Something as to you or what you've
done,
Something In a genial, compllmentlhg
way-
Amos merely waits till they've begun;
Then he interrupts them, says no doubt
they're right,
But that when folk come to know you
well
They know then you've not been eve*
what you might
And you never will be, truth to tell.
Amos feels so for you, he Is filled with
pain
When ho sees the many ways you fail:
Amos will not praise you, that would
make you vain-
Amos always brings a gloomy tale.
O, If anybody takes a fling at you,
Amos Skldjumps comes on happy feet.
Bursts right in upon you with a wild
hurroo
That at once he may tho roost repeat.
You know Amos Skldjums—he of gleeful
smile,
When ho says he's heard Bomebody
knock,
When ho comes to see you with his gen-
tle guile
Just to give your vanity ft shock.
Amos thinks that friendship Is a means
to help
If Its functions are but understood:
That Is why ho brings you every little
yelp
Vrom your foes, for that Is for youl
good.
AN OBJECT LESSON.
I If f# PF |W If# m iwW ItFtf'ljr
it of it mo titjjij tin faunf I m Mum ii m lib
m
Wmm'm
mbmi
DH
! {4# mnipitlpfl |p $§t tyjMtyjMf M IJo
tit t% ffintp j flip I# m liffit i-Hpt If i.'jmi ! ffWf 'ill #fp, ,.
mi,i p r«tM: f ! ipniM up fm ul fitp mm Mm* IW Hifii' I 1 (1 ! / '/"}
■>h> m*.i. •■' •' mm mii i# I S ! V ,w * tymm ty S ^ mm* #,*ffi 0mm
1 •* m iffpp toWf jNW^lP ill
Profiting by Careiesaneaa.
"You'd acnrcoly think," said the ad
vartlaing man of a large Chicago malt
order house, "thnt we get one of our
moat profitable bltH of publicity from
the caroleaaiM'sa of our customers.
But we do. When a ctiHromnr sends
In Ma order and mont>y, but negiacta
lo aign hla num* or fitrnlah other
meuna of idMUilfylng who Uih eeiidrr
is, w« pel In 'ouch with thu poatotna
iik# In th <o*o front which the wd*r
WM# rnc«>(v*4 'Jiving Hthur tha
amount ciH'itttiiMl or # pwrilni uhMiraci
of tip- oM*t>r rn^MWfl 'ho |>o#int a
Iff If* P"*' ''if IhfolpttMhO) hi>j ) |l
It'll* 10 !*'(«!« I > til*'1 <U#J"MH'r A#
W # *11,bud* i|! ' M# plii'll'J lit I I'M I lift
Mp ir if hi'M'on- Hfi# tlml t|
lit 0PJ pulh t Hi 'M tf' 1 vt't> l"i't|r ill'
I
"Miranda," said the mistress, "you
are a good cook, and I just know that
you are too good for us to keep. Some
man will come along one of these days
and induce you to marry him."
"O, no, mum," answered Miranda,
fervently. "I've lived with you and
your husband too long to want to ever
get married."
There are two conclusions to be
drawn from the reply of the faithful
servant; one is that she was loyal to
her employers, the other is as it may
be.
His Dilemma.
The gallant man who had been crit-
icised for his attentions .to the beau-
tiful woman found himself in a dilem-
ma. At a ball he danced with her
three times to ahow that he could be
courteouB.
"That is very bubpIcIoub," aald the
gossips.
This being brought to hla ears, at
the next ball he did not dance with
her. Immediately tho goaalps whla-
pered:
"This la more auapicioua. Bee, ho
•a trying to avoid suapiclon."
hum i" ! pi
Kif jjtitjiiif 1 I^Jir#/1
mm
mm*/ M M
I p mM
Bound Alike,
"ft ptirttles mo, indeed," eaya our
friend, tho heavy thinker, mopping hi*
beaded brow,
"What pintle* you?" we n«k, a la
•VPMi'twd «f ua
"I waa Jnat wondering If an nio
jacket In in tho 'in*# no § dint
uo i "
• «JMy §r#mf.
"Von niutM n twite ti*> * ef dtB0t
Ippi nl lMt lHii| it) 1 ho upp 1 i,. r
ful'piifcfli #J!|> *Mi# M'O moOtM!#!
it - fttl nl (I'lfi# 'ft' t m>
iftfiji IJUt lit LMM MM* "i
j Hh'.U't
nil M0m
jl' $ hit 0 0 ##
1if# 1IpMi ii! liw i||i
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iit.ii 0 Mi0'r
twmww w rr"'"g rr—rf r
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Davis, John E. The Texas Mesquiter. (Mesquite, Tex.), Vol. 30, No. 28, Ed. 1 Friday, January 5, 1912, newspaper, January 5, 1912; Mesquite, Texas. (https://texashistory.unt.edu/ark:/67531/metapth400126/m1/2/?q=112th+cavalry+: accessed June 7, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Mesquite Public Library.