The Texas Mesquiter. (Mesquite, Tex.), Vol. 30, No. 2, Ed. 1 Friday, July 14, 1911 Page: 2 of 8
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THE TEXAS MESQUITER
JOHN E. IHVIS, tditor antl Proprietor
MES QUITE, -
TEXAS
Sunday fun too often ends In a fu
neral.
Properly muziled aoga are bltins
very few persons this season.
1
Q 1
Advertising
' Talks ^
In the case of a hot wave It Is pleas
ant to speed the parting guest.
To be certain of finding burled treas
ure. dig In your vegetable garden.
The pistol In the house generallj
gets somebody Into trouble sooner oi
later.
Fathers, teach your boys how tc
swim—If you have to learn first your
selves.
Persons who don't like to have theli
pictures taken usually show It in th*
photograph.
A large per cent, of the marriage!
turn out happier than the gossips lm
aglne they will.
There'o another advantage that ao
crues to a highbrow—bis straw hal
■lays on in a gale.
f
The pitch for tuning pianos ha
"been Increased from 436 to 438 vlbra
tlons More misery.
K-'i
I*
Kv
i Porch sleeping is regaining popu
larity. It is all right until the early
milk man begins to arrive.
One mad dog can cause more ex
Cltment In a community than a thou-,*
sand that are safe and 'Bane.
Likewise, Vwe are advised to swat
the tiisgock ;mpth. Of course we all
know what a tussock moth Is.
T fT I .> .
An Atlanta man has been ordered
by the court to kiss his wife at leasl
once a day. Serves him right.
J t.i *—
t An Indiana minister died from the
effects of being "bitten by a catfish.
Let's have the catfish muzzled. .
f1 <' *' "a •" 'tr j ffjtt i J
; Few people enjoy a run oh a bank,
but a. run on the bank of a swimmin'
bo]e is a popular pastime these days.
; Sk ilk '*k' ' !.i
Before going too far let us reflect
upon the fact that abolishing wai
wo^iA soon leave us without colonels
• f MT 1' 1'
"Most Americans eat too much,"
opines a* New York phyBician. Like-
wise soBao-phyalclans talk too much
New .Ycfcrk contemplates having Its
policemen--wear .Red Cross badges.
Better make them double-cross badges
V 1 ■' "■ " " ■ "* . ,,,,
Even the old oaken bucket Is un-
der ,the ban these days. Health Is
worth a whole lot more than senti-
merit
One way to keep cool and at the
*afne trine mirthful is to go down
into, the,bageayy),' M.4 At .Utf |i>0f.1.te
furnace. .
—Hf i
Some mrfPfled in en tt> w
compllsh an& more tttiw felGh'tffey dfa
iwhen women wore 22 buttons dowi
the back.
NEWSPAPERS AND MESSAGE
Results Cannot Be Guaranteed but
Depend on Character of the
Advertising.
. Advertising—be It space in a news
paper, space in a magazine, on a bill-
board, or in the street car, or through
decorated windows, or the effortB of
a brass band—Is but the system of
carrying the message lrom the mer-
chant to the customer.
Advertising can carry any message
that can be devised to any person fit-
ted to receive. The law of cause and
effect applies Just as accurately to
every possible Instance as does the ays
tem of double-entry bookkeeping to
every possible step in the business
world. But advertising, like a six-
shooter, hits Just as hard for evil as
for good.
Just as the balance sheet Is neces-
sary to show whether or not the busi-
ness recorded between book covers
by double entry bookkeeping ts being
run at a profit or a less, so a knowl-
edge of the results which come to the
merchant is necessary to show wheth-
er or not advertising, the modern meth-
od of conveying the meBsuge from mer-
chant to consumer, is being applied
to the profit or the loss of the busi-
ness.
It was recorded recently that a
street car company in a great city
reached its employees with a message
Impressing upon them the value of
courtesy by putting this message in
the daily newspapers. The message
took hold of the employees, largely be-
cause they realized that the public had
read it and would be watching to see
whether or not the employees ac-
cepted that message. The employees
did accept It, to the great delight of the
ofiicials and the public.
In another large city lately there
was opened a cafe, and the prelim-
inary advertisements announced that
It would outshine the most glittering
ot the extravagant cafes in all the
world. The advertising dwelt on this
one Idea of expense, snobbishness and
exclusiveness until the very people
the owenrs were seeking to reach
turned up their noses and avoided the
place.
The first Instance of cause and ef-
fect was to the good of the company
Bending out the message; the second
Instance of cause and effect was to
the detriment of the company Bending
out the message. But each case was
covered by the basic principle of ad-
vertising, namely, transmission of
Information, and it was not the fault
of the publicity given the message,
nor the mediums carrying them, that
one of these messages proved profit-
able and the other proved the op-
Vassar ciollege >tJjsjQ<in?ks its fif-
tieth birthday, buUiupne,of the grad-
uates admit that they were in at the
ibeginning. 'y .'
A Chicago woman, fctillig for dlvotcd
says that she won hf husband on ^
ibet And now she's trying to welcb
on the deal.
w
Alii
iwjl
"Overwork," saye -a physician, "Is
the curse of the5 day." True, but
what Is a man going to do when he
needs the money?,
* 1
The big cotton cfop 1* likely, iohelj,
make woolen goofs ,"cli|aper by low
erlng the price ofS&tttoi to mix Witt
the "all-wool" fabrics. *
Mirrors installed in street car plat
forms, instead of inducing women tc
alight properly, rfiight prevent then;
from alighting at.; all.
It 1b now claimed that Ananias flleil
of heart failure. Somebody probably
told him about the club that was tc
ba named iu his .honor.
IfH"
A Chicago clergyman declares that
the tree 1b man's best friend. It is
{ certainly 9 great convenience In a
field where" there is a cross bull.
|)V.
'aV I
Jm
8
And apropos of th^. pVesent sltua
! tion, not even the moBt experienced
| weather sharps can predict accurate
ly how the lightning lb going to strike
"""
The clergyman who claims that An
anias died of heart, failure and not
of prevarication will probably tell
us that Baron Munchausen was an
honest man.
—pi*-1—v-—•j'
' A Cleveland wtimftn was cured by
a snVgJitnl \operatlon of an abnormal
desire to play the piano. Other per
•■steWst piano players should . consult
It is <elate<j tlfet ftbs0n: is to have
a hospital {or tne rich Still, the man
•of sen e, \\gh«t l!#r- ricb or po(% u'waid
prefer to stay outside of even the
most glided of hospitals.
<''' jf j3'
Kansas this year. Good When
a"::sumch5ht number-tol
SW*We* ¥('- mn? tarmmw.ftsic'r for
her to find harvest hands.
The medium ehosen for the convey-
ing of the message, the daily newspa-
pers^'could guarantee a sufficient num-
bf "readers for the respective mes-
sage. The efTect of the message the
newspapers could not guarantee, for the
effect must result from the message it-
self, whiclfciin the instance of the
cafe advertisements, was not the right
message.—Seattle Times.
PRACTICAL IDEAS ABOUT COPY
VaiuablV' Suggestions Made by Mr.
Balliett to Cleveland Club—Two
Ideas to Remember.
♦ '•Cart• J. Balliett; ;fn an address'' on
Frequent Chwige, of Copy," delivered
before the Cl^v^land Ad club, said
that all advertising copy ought;to be
prepared with two ideas In mind, the
nffit to ihifltieiifce'th'e peV/oh whd is in
purchasing frame of mipd, ajnd. sec
ond, to make an impression upon the
person who does not want any of the
goods, so that at some future time if
he is in need of the advertised art!
clo he will think first of the kind that
has been advertised, To do this work
the copy that was Intended for the
prospective,. purphaser j Shpukl j.be
changed frequently.
On the other hand, the part of the
advertising that was intended for the
person9*wiro^fff^fiot "want any' of the
artfelo at the time he re^I the adver-
tisement shouldJjejleft t% saniji. frh^J.
Intended to reach the future buyer
probably should consist of trade-mark
and slogan. This always should bq In,
the same place, iii* thef'kam^ manner.'
and nothing about *lt should be
changed, so that the person ,who sees
it several times will be impressed
.T?
. K tV}'
ABOUT ADVERTISING.
You are in business. You
need trade.
Get it by advertising.
The successful business men
of the country have become
such through advertising.
Armour & Co., and Swift &
Co., furnish every-day necessi-
ties to the people, yet they
spend thousands of dollars each
year in advertising.
One merchant In Chicago
paid one newspaper last year
$118,000 for advertising. Thirty
years ago when he began busi-
ness his resources would not
have bought a column of space
In the same paper.
How was he enab.id to pay
$118,000 in one year to one pa-
per? By keeping his name and
his goods continually before the
people.
And the best medium through
which to achieve this end Is
the newspaper.
Uncle Sam has been In busi-
ness longer than most men, and
has come to the conclusion that
newspapers are the most satis-
factory advertising mediums.
All advertisements for re-
cruits for the army and navy,
notices of bids wanted, sales of
goods, or other matters to
which the attention of the pub-
lic x Is called, are presented
through newspapers.
Advertising comes very near
being a science. Great strides
have been made in it within the
past few ye,irs.
Men are being trained to the
business by thousands each
year. Advertising schoofs are
almost as numerous as schools
of medicine or law.
Why? Because advertising
pays.
Do you desire to Increase
your business and profit by the
advance In advertising meth-
ods?
Then advertise continuously
and intelligently. The returns
will Justify the outlay.
GET AFTER THE PRINCIPAL
Proper and Best Way to Suppress th
Bill Sticking Nuisance In
Your Town.
Billboard advertising of the regular
sort—of the sort that is to be seen af-
fixed to surfaces specially constructed
for the purpose—does much to offend
the eye, but the fellow who does most
to annoy and irritate by adding to the
general ugliness of urban scenery is
he who is always snooping around
to paste his wretched poster in some
place where to do so will cost him
nothing.
A garbage barrel, a fence about a
new building or a hole in the sidewalk,
the curbstone at a corner, any blank
wall—these places are all one to him,
and as his deeds are mostly done
in the dark his activities are hard to
suppress. Once up, his bill usually
remains, made shabbier every day by
the weather, until It finally disappears
of its own reluctant accord.
There is, however, a way by which
this evil could be met and overcome,
and It 1b by regarding the billposter,
not as a principal, but as what he
really Is—the agent 0/ the man to
whose wares or wants or purposes or
desires he gives publicity. That is
the man who should be pursued, and
the obnoxious bill itself always dis-
closes his identity. Anybody who will
can take action against him, and in
vain will he enter his only defense—
that he did not know what his agent
was going to do and assume that the
bills would be posted only In proper
places. That is no defense at all.—•
New York Times.
Good salesmanship is the art
of finding out what a customer
wants and then using a knowl-
edge of merchandise to thor-
oughly satisfy that want.
with it.
'i 11 1 ■ 11
The man who is always afraid
he will fail doesn't stand much
chance to win.
A Modern Silo.
SILO MAKES MONEY
Many Advantages to Be Gained
by Their Use.
Saves That Portion of Corn Crop That
Usually Goes to Waste and Con-
verts It Into Succulent Feed—
Sort of Endless Chain.
The use of the silo Is of such vast
importance to the farmer In general
and to the dairyman in particular that
I cannot refrain from giving some ex-
periences in the use of the silos in
the last two seasons, says a writer in
an exchange.
The many advantages to be gained
In their use are: The saving of that
portion of the corn crop that most
usually goes to waste, the fodder part
of the crop; almost every particle that
grows above the ground is converted
into the most succulent food. The
silo is the most convenient place and
way of caring for or disposing of the
crop. By the uso of the silo, this
vast, amount of dry matter in the fod-
der is converted into the most perfect
fertilizer to be replaced on the acres
from which it grew. One acre of 40
to 50 bushels of corn with a fair
growth of fodder will produce from
eight to ten tons of feed and ultimate-
ly furnish, with the straw added for
bedding, something like six to ten tons
of the best manure.
"Tis about after this fashion: You
grow more corn, to convert into en-
silage, to feed more cattle—milk cow,
FARM DERRICK IS PORTABLE
fattening steer, and young stock cat-
Me, to manufacture more manure to
fertilize the field so as to produce
larger cfops of corn to convert into
ensilage, etc. Thus it is an endless
chain that leads to prosperity.
,Our experience was something like
this: In September of 1909, we built
ope sUe 16x33 (three feet in the
ground), cut and put'into it 17 acres
of common field corn, filling it full.
We fed some forty head of stock and
milk cattle from September to May.
From May 12th, we borrowed of our
neighbor a load of ensilage every day
until September 15, 1910, feeding 20
head of cows on ensilage and 25 acres
of pasture. In September, 1910, we
erected our second silo—16x35, (five
feet in the ground), filled the two
from 35 acres of corn that the hot
winds of July burned off the tops un-
til we would not have gathered over
200 bushels of corn. We fed 14 year-
lings and 6 coming-two steers, 17 cows,
1 bull and 14 spring and summer
calves until March, 1911, and have
enough ensilage to feed the 25 head
of cows and winter calves until Sep-
tember again—all this ensilage made
from 35 acres ot very poor corn, but
awful good fodder.
We kept account of the labor and
all cost of harvesting the corn, filling
the silo, and all expenses to complet-
ing the Job, and the actual cost per
ton Is only $1.20. Who can say that
it costs too much for such excellent
feed?
5, Influence of Advertising.
No one has yet been able to figure
out* when the influence of an adver-
tisement ceases. As long as a copy
of the ad. exists and can be seen by
Jj.y.man eyes, Its power to persuade is
still In force. This is illustrated by
i.thfe experience of a concern that dis-
continued the manufacture of an ar-
ticle it had formerly advertlBed quite
extensively. lijd ten years later re-
c$vedrfrora R country town an order
for the; article. On making inquiry,
It wirt found that It came from a
farmer who said that in taking up a
ctarpet, he had found underneath a
newspaper containing an ^advertise-
ment bf the article, and ha&heefi so
impressed with its usefulness that he
had written for it. He was t/iuch dis-:
appofntecl" ftheft""Tie Tearned^that the
article was no longer manufactured* '*
A '—*1 if w—Tim.
irjrtd Newspapers Beet. *
Sim* dfetfler^ ftCofer Indiana have
atf'atfkefl to the fact that newspapers
are-.. tb«-,.hu&Ui«aii...IrJend8 aiul part-
ners. At, tfc# iJMeeUhg At the State
Shoe 'Dealers' assocfalfoji held la in
dttfaiptfls, iftrftnfe resolutietis were
jpaj^od1 de^ring favorafclyfiW the
kM*P^rUkdi*tlslnB.} m resolu-
tions pledge the retail VbIighp ddalers
►to ime dally newBpapers^to ittform, the
'public as to the real morlUiof^horr-
.-est.ly^ uiticUfv Mks-Ot'MH" wprds,
the dealers'Tndors"e'S pollcj©^ honest
wliftt we were ftble tourace Stod prcrb- ; rtv,ert1$iBg. The reputable sihoe deal-
iibly YepreF'ents nbtwf 2TV fipf cenC'MT*r ^111$ tfifce W& P'fhltt'tftty :jhis cop.
fidence, say the resolutions '
A Paying Investment.
-Alfred i'atek, secretary, of the -Co-
lonial Bureau of linmlgation has writ-
ten to T. \V. Leyuatte. president of
the Des MblhtiB A^inen'sfolub that b.v
an investment of $3.1)00;.^ scientific
advertising, wo have tinijjeeordjt&lfcy
actual sales with the names of the
parties buying an£. tBe;'loCfrtiogiA"1...-fy
which they bought totaling frr.
" "tils (t
Mr^ .Patek
further sajq.
Directions Given for the Construction
of an Implement That Is Al-
most Indispensable.
Make a frame 5 feet by 9. using 2
by 6 inch plank. At the center of one
side mount a 6-lnch timber 11 feet
long, and strengthen with pieces of 3
by 4 reaching to the side pieces, where
they are mortised in. For the arm
use a piece of 3 by 4, 10 feet long.
Strap this piece at one end with iron,
with a heavy eye at the point.
Through the eye run an iron staple
and put staple through the center
post, which will leave the arm free to
swing. From the top of center post
run a rope to end of arm to act as a
support. From lower side of arm run
another rope, letting it pass through
Means Large Crops.
Frequent shallow cultivation afte.
the ground is reasonably dry after
each rain is one of the main secrets
of large crops.
(MMfAPri
A Portable Farm Derrick.
a movable pulley, back over a pulley
Jn arm, oyer a puljey in top of center
post and down to bottom 01 post,
where it is wound and unwound by a
windlass. Stone mey be picked up by
a book on the movable pulley, lifted
by means of the windlass, then swung
onto the wagbh.' ^'Wouh't ' fhe rock
lifter on'a sled or a mud, boat ,,, *
*' *' . '*l. . k- +■
/ Proper Collars.
the results actually obtained."
We should never use a pad under
the collar or UBe a Boft mucky hot wet
collar. We should look to the comfort
of the shoulders of the faithful horses
and mules. The use of close-flttjng ,
hard smooth collars will previtfft
shoulders on many horses aiid mulee ""—
The pad often scalds the nuilc's shoul-
der, INfroH ■rntiiipt
Hard Bmooth leather collars or iron
collars should be used at all times!
More shoulders are hurt by tbp, use of
too large rsfflft* *lhan tdo sfnMl 001
Entomology means the study of in-
sects.
Close, stuffy houses are always in-
jurious.
A $40 cow may be a much dearer
one than a $60 or an $80 one.
Pounded garlic mixed in a mash is
one of the best remedies for the gapes.
hmull potatoes at 25 cents a bushel
can be profitably fed to the chickens.
Sudden changes of temperature af-
fect fovis just as they do human be-
ings.
It Is well to keep grit and lime
within reach of the chickens all tho
time.
Water Is not really a nutrient, yet it
Is necesjary to the maintenance of the
animal tody.
Of lat« years the science of ento-
mology Is being everywhere recog-
nized as of great practical Importance.
When he calf is six months to a
year old tiilk may be omitted from its
ration an< a full roughage and grain
diet substituted.
The onlr sure way for a dairyman
to locate tie cows that do not pay for
their feed and to detect losses is to
keep recofls and make tests.
The greit trouble with farmers is
that they lo not stay with any breed
of horses|ong enough to produce
enough offchem to make a market.
m Grain anl forage crops can be raised
cheaper thai they can be bought—and
for tbis remon, mixed farming Is, in a
series bf yiars, more profitable than
special farting.-
Goncretefioore In the hog pens
have beei\ bund a great help to keep-
ing the ho# free from lice, and many
farmers ae now adopting concrets
floors for tie hoghouses.
.Anyone assessing an abundance of
w water hyaclnthB, wa-
tprpupffle*jfmrrot's feathers and even
the nymphtns may be grown in a
oemcnted «nfren, .areav in the flower
garden.
'""FHREE hours
after the first dose.
That's all the time it
takes for Oxidine to
"get busy" with a tor-
pid liver, sluggish bow-
els and kidneys and a
weak stomach.
Tones and strength-
ens vital organs.
Tryjust one bottle of
OXIDINE
bottle proves.
The Specific for Malaria, ChilU and
fever and a reliable remedy for
all diseases due to disorder*
of liver, stomach, bowel#
and kidneys.
60c. At Your Druggist*
111 a bihsinb atra 00.,
Waco, Texaa,
A great and valuable knowledge is
to know when not to talk. Anyone '
with the power of speech can talk, but
it takes a wise head to keep silent.
Right to a Dot.
"I can tell you," said he, "how much
water runs over Niagara falls to a
quart."
"How much?" asked she.
"Two pints."—Christian Advocate.
A Catastrophe.
A cat was being chased along the
roof a New York building. It lost
Its balance and fell on a boy who was
standing on a balcony on the second
floor. The startled boy fell In his
turn, landing on a baby carriage, for-
tunately empty, which another boy
was wheeling in the street. The first
boy dislocated his wrist; the cat was
killed.
CARING FOR TURBERCULOSIS
Thirty-Nine State and 114 Local Sana-
toria Provided, but These Are
Only a Beginning.
In spite of the fact that state sana-
toria and hospitals for tuberculosis
have been established in 31 states, and
114 municipal or county hospitals in
26 states, vastly more public provision
is needed to stamp out consumption,
says the National Association for the
Study and Prevention of Tuberculosis.
Nearly every state east of the Missis-
sippi river has provided a state sana-
torium, and west of the Mississipppi
river, state sanatoria have been es-
tablished in Minnesota, Iowa, Missouri,
Arkansas, Texas, Kansas, Nebraska,
North Dakota, South Dakota, Montana
and Oregon. There are 38 sanatoria
provided by these states. Massachu-
setts having four, Connecticut and
Pennsylvania three and Texas two. In-
cluding special pavilions and alms-
houses. there are 114 municipal or
county hospitals for the care of tuber-
culosis patients.
Apart from these institutions, how-
ever, and a few special pavilions at
prisons, hospitals for the insane, and
some other public institutions, a grand
total of hardly 200, the Institutional
care of the consumptive is left to prlv-
vate philanthropy.
Atteition to Celery.
lass. Close-flUing collars, should be, Celery nc«s attention rrcti now till
ill i ^ffcrr ww** ,v"*|
WRONG SORT
'erhaps Plain Old Meat, Potatoes and
Bread May Be Against You
for a Time.
A change to the right kind of food
can lift one from a sick bed. A lady
In Welden, 111., says:
"Last spring I became bed-fast with
severe stomach troubles accompanied
by sick headache. I got worse and
worse until I became so low 1 could
scarcely retain any food at all, al-
though I tried about every kind.
"I had become completely discour-
aged, and given up all hope, and
thought I was doomed to starve to
death, until one day my husband, try-
ing to find something I could retain,
brought home some Grape-NutB.
"To my surprise the food agreed
with me, digested perfectly and with-
out distress. I began to gain strength
at once. My flesh (which had been
flabby), grew firmer, my health Im-
proved in every way and every day,
and in a very few weeks I gained 20
pounds in weight.
"I liked Grape-Nuts so well that for
four months I ate no other food, and
always felt as well satisfied after eat-
ing as if I had sat down to a fine ban-
quet.
"I had no return of the miserable
sick Btomach nor of the headaches,
that I used to have when I ate other
food. I am now a well woman, doing
all my own work again, and feel that
life is worth living.
"Grape-Nuts food has been a God-
send to my family; it surely saved my
life; and my two little boys have
thriven on it wonderfully." Name
given by Postum Co., Battle Creek,
Mich. J
Read the little book, "The Road to
Wellvllle," in pkgs. "There's a reason."
Ever rend the above lotterT A new
one nppenra from tlmr to time. They
ure Kenutne, true, and full of human
tatereat. .. vv
*
\§J
i: f
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Davis, John E. The Texas Mesquiter. (Mesquite, Tex.), Vol. 30, No. 2, Ed. 1 Friday, July 14, 1911, newspaper, July 14, 1911; Mesquite, Texas. (https://texashistory.unt.edu/ark:/67531/metapth400550/m1/2/: accessed July 18, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Mesquite Public Library.