The Daily Express. (San Antonio, Tex.), Vol. 43, No. 125, Ed. 1 Monday, May 4, 1908 Page: 3 of 10
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THE SAN ANTONIO DAILY EXPRESS: MONDAY MORNING, MAY 4, 1008.
POWERS' PARDON
IS CONFIDENTLY
EXPECTED BY ALL
Even Prosecution in Goebe! Cass
Thinks Convicted Man Will
Be Set at Liberty.
GOVERNOR RECEIVES!
PETITIONS FOR PARDON
FRANKFORT, K>\, Mny 3.—Governor
Wlllson will Tuesday announce Ills de-
cision on the applications for pardons
for Caleb Powers und James Howard,
charged with complicity In the killing of
'William Goebel.
Governor Wlllson has refrained from
any expression calculated to give the
(lightest inkling as to what his decision
will be, but there Is a persistent rumor,
■which is not questioned even by the
moat ardent supporters of the prosecu-
tion, that the two principal defendants
thus far tried In tills case will be set at
liberty.
Governor Wlllson has been reading th¥
records and weighing the evidence in the
trials for over three weeks. Incidentally
cartloads of petitions for the pardon of
the two men, totalling over a million and
a quarter names, have pouted In from
every part of the three Americas, with
a goodli representation from Europe und
a smat'.-rlng from Africa and Austi ijia.
INSTITUTE VICTORIA COUNCIL.
Knight* of Columbus Ceremonies Are
Largely Attended.
Special Telegram to The Express.
VICTORIA, Tex., Mny 3.—The institu-
tion of the Victoria council of the
Knights of Columbus today was marked
by Impressive exercises and was attended
by many visiting Knights, principally
from Corpus Christi and San Antonio.
Rev. J. B. Frigen, fourth degree knight
of the Duluth (Minn.) council, delivered a
masterly sermon at St. Mary's Church
In the morning, and In the afternoon the
candidates, about thirty in number, as-
sembled at the city hall for the exempli-
fication of the first, second and third
degrees.
An elaborate banquet was given at the
Nazareth Academy auditorium in the
evening. L. N. Hofer served a.s toast-
master, and the following program was
carried out: Grace, Rev. James Marsel-
lier; welcome, Rev. F. X. Heck; "Colum-
blanism," M. E. Buckley, San Antonio;
"The Church," Rev. J. 1). Frigen, Duluth,
Minn.; "Catholic Literature," William
Campbell, San Antonio; "The Ladles,"
George McCloskey, San Antonio;
"(K)Nights I Have PassdH," j. R. L)avls.
Ban Antonio; "Our Country," Daniel
Belden, San Antonio.
8hephard to Make Address at Temple.
Special Telegram to The Express.
TAYLOR, Tex., May 3.-Grand Chan-
cellor Commander Morris Shrpard of the
Woodmen of the World of Texas and
United States Congressman from the
First Congressional District has ac-
cepted the Invitation or Eureka Camp
No. SO of Taylor to make an address
here on the subject of Woodcraft at the
local camp's annual celebration on
July 19.
Organizes Lodges at Comfort.
Special Telegram to The Express.
COMFORT, Tex., May 3.-Last night
A. S. Johnson of Center Point organized
A new lodge here called the Modern
Woodmen of America, Camp No. 1302.V
The following officers were installed:
Consul, R. A. Doerfler; adviser, Aug. S.
Fait In; banker, Otto Holekamp; clerk,
Edgar Holekamp; escort, William Fell-
baum; watchman. Otto Meyer; sentry.
Theo Strohacker; physician, C. C. Jones;
managers, Louis Wiedenfeld, P. G. VII-
laret and H. Bergmann.
<0
Lentz
Has the right thing for snappy dressers.
130 Deaths From Bubonic Plague.
GUAYAQUIL, May 3.—There have been
forty-eight new cases of bubonic plagua
In this city since April 22. During th«
-.nonth of April there were 130 deaths
from bubonic plague and sixteen deaths
from yellow fever.
DRY FARMING
NO NEW METHOD
OF AGRICULTURE
WEDDBD AT ST. PETERSBURG YESTERDAY.
Commissioner Milner Gives Some-
thing of Its History From
the Early Fifties.
GOT A REAL HOLD ON
COUNTRV IN LATE WS
When you feel that
drowsy spring feeling
creep into your bones
—just make for the
nearest soda fountain
and take a drink of
Hires
Repeat as often
as you like.
5'
And c«boo»led n boaln.
ISBBSSSS
Dally Express Austin Bureau.
AUSTIN, Tex., May 3.—Speaking of
dry farming, Commissioner of Agricul-
ture Milner said today:
"Dry farming, as It Is termed, Is no
new method of agriculture. In all sec-
tions of Texas it is essential to plow
crops after each rain, as a rule, until
lato In the season. Corn Is ,i very thirs-
ty plant, requiring more moisture than
it usually receives In Texas, unless it is
plowed after each rain so as to conserve
and hold the moisture in the earth In
such a way as to supply the plant be-
tween rains, which is frequently several
weeks. Plowing, though frequent, should
be shallow.
Depth of Plowing.
"The depth at which the lund should
be plowed before planting depends upon
the nature of the soil. The less rainfall,
the deeper should the land be plowed
before planting; the larger the sponge
the more water will it hold. Fail and
earlj- winter plowing is to be recom-
mended in the arid sections. In the
sandy lands of Eastern Texas It Is not
wise to plow in the fall und early winter
unless there is a good, tliirk coat of veg-
etation to be turned under. Excessive
winter rains in that section leech tho
so 1, thus depriving it of its soluble fer-
tilizing material gained In the summer;
but the dust mulch In that section In the
growing season Is us profitable in a dry
spell as it is on the plains.
"Dry farming In the black lands is also
necessary. A prominent lawyer who
farmed In North Texas in Ills early life
Informed me recently that he never
failed to produce forty bushels of corn
per acre, and frequently more, his reason
being tounded on the fact that he plowed
his corn with sweeps after each rain un-
;Li i j 10 8pason, thus producing a
thick dust mulch, thereby husbanding
the moisture and killing the weeds. Often
he said, his neighbors would make less
than half ...e amount produced on Ills
farm, by neglecting late and frequent
plowing. I'iose observers have under-
stood the importance of this theory for
many years. The Mormons, fifty years
ago, discovered that constant cultivation
of the soli in the deserts of Utah made
good crops. In a late bulletin issued bv
the I tali State Agricultural College the
history of arid farming' is given by Dr.
John A. Midtsoe, trom which 1 clip the
following:
Efforts First Made in Early 50's.
" 'From the existing records and from
I1,*,, woros of many of the veterans who
still survive, it is evident that attempts
a sma" scale were made in the early
?r<!w Fttln' especially wheat,
without irrigation. Most of these at-
tempts failed because they were gener-
ally made on portions of irrigated farms.
farmers of that day were not aware
of the fact, so well understood by us
that farming without Irrigation can not
be practice,] successfully on soils that
In occasional years are flooded with Irri-
gation water.
Then, about 1865, came an experi-
ment on a much larger scale. A com-
pany of Immigrants, most of whom hall-
... jm, Scandinavian countries, had
settled In what is now known as Bear
River City, and had diverted water from
the Malad River. The waters of this
stream are heavy with alkali, and It
was only a matter of a few years until
the lands of the settlers became so
largely impregnated with the obnoxious
salts thnt crops were unable to grow
upon them. In desperation the settlers
then put the plow Into the saste brush
ground, and with a hopeless hope plant-
ed seed in soil that was not to be Irri-
gated. The eommmunlty watched snd
prayed: the seeds grew Into sturdv plants
which fought the summer sun, and flow-
ered and produced seed and made farm-
ing without irrigation a permanent in-
stitution around Bear River City and
In the valley in which it is located.
Prospered Despite Hot Sands.
" 'About the same time, or a few years
later, some time before 1870, Father
Christopher I>nyton, one. of the old type
of the pioneers, who loved not civiliza-
tion well, but preferred the conquest of
the unconquered, plowed up the soil of
the sand ridge between Salt Lake City
and Ogden. and In the prepared soil
planted wheat. The hot winds came
down the mountain side and picked up
the sand in clouds, but the wheat grew
and prospered, and arid farming has
ever since been established on the fa-
mous ridge of the Salt Lake Valley
Even Major .1. W. Powell nought the
sight of these dry farms was strange
and felt impelled to make special men-
tioni of It in his volume on the "Lands
°f the Arid Region," published in JSTtf
To the thinkers of Utah such begin-
nings were nf course prophetic of things
to come Brigham Young, In his travels
up and down the valleys of rtah, Dre.
dieted to all who would listen to him
that in time to come the lands above
and away from the Irrigation danals
would be covered with provable fields
of wheat and other crops. The listeners
to such doctrines were not many, for the
few people In the State at that time
were so busily engaged with the divert-
ing of the waters of the rivers at the
easiest places that thev had no time to
give to the reclamation of the desert
without irrigation. Only as the rivers
and streams passed Into private owner-
ship and the population Increased, did
the people of Utah begin to turn their
attention seriously to arid farming.
Real Beginning Made in the 80's.
" 'Thus It happened that though the
possibilities of arid farming were known
in the 60s, the real beginning of farm-
ing without Irrigation In Utah can
scarcely be said to have occurred before
the early years of the W«. In the early
90's it flourished In the northern coun-
ties of the State, but the people In the
south looked upon It as a practice which
never could cross the east and west line
running through Salt Lake City, and It
was only In the late 90's that a few
venturesome spirits attempted farming
wlthmit Irrigation in the central and
southern part of the State. The results
that were there obtained were so won-
derful Utat It took a vigorous hold on
the public "--aulnntlon. .. e State gave
Its aid: Individuals lent their Influence
to the movement, and today there are
few people In the State who do not hon-
estly believe that, judging from the ex-
perience of the past, farming without
irrigation promises to be th# leading
branch of the agricultural Industry of
our State.
" 'During the period of twentv ve-irs
of limited, and twenty years of extensive
arid farming In Utah, distinguished by
an almost unvarying success, there have
been learned, of course, many principles,
which are almost axiomatic to the arid
farmer of the State.' "
. ,
Fire Place* and Heaters Repaired.
W». a. Schuwlrth ft Co. Tel. (41.
PRINCE WILHELM OF SW -'JEN AND HIS BRIDE.
POMP and brilliancy marked their marriage at St. Petersburg yesterday.
Prince Wllheim is also the Duke of Sudermania. He Is the second son of
King Gustav of Sweden. His bride is Grand Duchess Maria Paulovna of Rus-
sia. a daughter of the Czar's uncle, the Grand Duke Paul. Prince Wllheim Is
twenty-three years old. His bride is but seventeen.
— - \
RULING HOUSES
OF RUSSIA AND
SWEDEN UNITED
Marriage of Grand Duchess Pan*
lovona and Prince Wilbelm
Cements Two Nations.
CEREMONY PERFORMED
IN TSARSKOE-SELO
BELL TOWER OF SALTILLO
CATHEDRAL IS LEANING
LARGE FORCE OF MEN BUSY RE
PAIRING IT.
STORY THAT CLEVELAND
HAS CANCER IS DENIED
HE IS SUFFERING FROM ACUTE
INDIGESTION, SAY PHYSICIANS.
Investigation Shows Cracks In the
Tower and There Was Danger of
It Falling Upon the Casino
Building.
Special Telegram to The Express.
SALTILLO, Mex., May 3.-A large
force of men has been put to work re-
inforcing the largest bell tower of Mi*
Saltillo Cathedral, which was suddenly
found to be leaning considerably to one
side.
Upon an investigation it was found
that the tower had several ugly cracks,
which might ultimately cause it to col-
lapse.
The height of the tower and tho di-
rection in which it is leanin* m.'ke
possible that it would crash direcly nto
the Saltillo I'asino building on the oppo-
site side of the street. A thorough in-
spection was made ol' the tow-i- and
many workmen are now busy reinforcing
til9 same.
Monterey Assay Company Elects.
Special Telegram to The Express.
MONTEREY, Mex., May 3.—At the an-
nual meeting of the stockholders of the
Monterey Assay Company it was shown
that during the past seven months J72.VJ
was distributed in dividends, while about
more is now on hand lor that nur-
pose. The following officers and direc-
tors were elected: Kpenctus Howe, pres-
ident; H. A. Houser, secretary; S. A.
Fairchild. treasurer; C. de Tarnava and
Jose Belden. vocsles, and J. J. Murphy,
comisario. The company is now paying
dividends at the rate of 26 per cent.
Sprinkling Wagons for Monterey.
Special ToloRr.im to The Express.
MONTERKY. Mex., May 3—Four flrit;
sprinkling wagons und two tiroom
wagons have been received hy the health
department of this city and will be pm
into immediate use 011 the streets.
Planning Shorter Route to England.
Special Telegram to The Express.
CITY OF MEXICO, May 3.—It Is said
here that the Royal Mail Steam I'ack'H
Company is negotiating with the Telm-
antepec National Hallway and a Paclllc
steamship company for a new and short-
er route between England and China hnd
Japan, via the Isthmus of Tehuantapee.
SHIP $600,000 IN SILVER.
Amount Sent to France in March Less
Than in April. *
Special Telegram to The Express.
CITY OF MEXICO, May 3.-The
amount of silver shipped from this
city to France in April amounted to
something more than ViOO.OOO. This sliver
came . from the mines at Guanajuato,
Pachuca and El Oro, and was refined
and parted here, the gold being sold to
the Mexican Government and the silver
going to Europe. The amount of gold
purchased by the Government from these
three districts alone amounted to more
than $6(10,000.
The amount of gold and silver in
March was smaller than It was in April.
-C>
--jr.
DEATH RECORD.
PATTON—Yoaltum, Tex., Hay 8.—Last
night James Patton died at the home >f
his parenth In this city. He wnn burled
this afternoon, the funeral being under
the auspices of the Masonic lodge.
C. ARTHUR WILLfAMS BURIED.
Funeral Services for the NeWspaper
Man Held at Houston.
Special Telegram to The Express.
HOl'STON, Tex., May 3.—Surrounded
by friends of his younger manhood, the
body of C. Arthur Williams, late asso-
ciate editor of the Washington Herald,
who died at EI Paso Friday, was in-
terred In Hollywood Cemetery here to-
day, the cortege moving from the home
of his parents, Mr. and Mrs. C. C. Wil-
liams-
The floral tributes were many and
elaborate. Including pieces from the
Gridiron Club of Washington, the pres«
correspondents of Washington, the
Washington Herald, thp Washington
Star, the Washington Post, the Hous-
ton Chronicle and the Houston Post.
General Gomel I* Baiquetted.
SANTIAGO, Cuba. May 3.—An elabor-
ate banquet was given here last night In
honor of Gen. Miguel Gomes, who re-
cently was nominated for the Presidency
of the Republic by the Miguellats. Covers
were laid for 100 guests, who comprised
representative members of many political
parlies. General Gomes and others made
speeches which were both patriotic and
conservative.
Will Build Kerrvllle Dwelling.
Special Telegram to The Express.
K ERRVIL.LE, Tex., May 3.—Julius Mlt-
tonck has purchased a block of land on
Tchoupitoulas Street and has commenced
the erctlon of a 7-room dwelling on the
same.
You are not buying a "cat In the bag"
wlMa worn 10 t»
LKSTS&, Tailor.
Mrs. Cleveland Adds That the Former
President Is Daily Showing Im-
provement—Hopes to Soon
Return to Princeton.
LAKEWOOD, N. J.. May !. -Ths condi-
tion of former President Gro/or Cleve-
land, who is said by his physic'anrt to
be suffering from acute indig stion, con-
tinues to show daily Improvement, ac-
cording to Mrs. Cleveland, who expresses
the hope that the progress of her hus-
band's recovery may permit an early re-
turn to Princeton.
The patient spent a quiet Sundiy at tho
Lakewood Hotel and Mrs. ('lovelani ex-
pressed herself as pleased tonight with
the progress made.
Mrs. Cleveland is keenly cognizant of
the deep interest that tlie public l.n'ds
in the state of Mr. Cleveland's health
and she said tonight that if any change
developed in the condHion of Mr. Cleve-
land it would be made public.
It was stated authoritlveiy tonight thnt
the reports that Mr. Cleveland is suffer-
ing from cancer are unfounded.
LONG SERVICE AS CONDUCTOR.
Elmer E. Clark Accepts Position With
Panama Railway.
Chopping short a career of active serv-
ice that has extended over a fifth of a
century, Elmer E. Clark has resigned
a conductor of the Mexican National
Railway and is here on his way to
Panama, where he goes to accept the
office of assistant general superintendent
• >f the Panama Railway. Mr. Clark has
enjoyed the distinction of being one of
the oldest American railway conductors
in service in Mexico. Ilis run has been
between the City of Mexico and Gon-
zalez, and few days during the last
twenty-one years have elanscd without
finding him on duty. He is also a large
shareholder in the Guanajuato gold and
silver mines and is interested with
George \V. Bryant in the Guanajuato
Development Company. His headquar-
ters during his long term of service have
been at the City of Mexico.
He is at the Bexar Hotel.
AUTHORIZES THE EXTENSION.
Work Will Shortly Begin On Sierra
Madre Line.
W. C. Greene, chairman of the execu-
tive board of the Sierra Madre & Pacific
Railway of Mexico, and a widely known
copper operator, passed through the city
in his private car "Verne" last night on
his way to Houston. Mr. Greene himself
was indisposed upon his arrival at the
Sunset depot, but his private secretary
explained that his mission to the Harris
County city is of a purely personal na-
ture.
Mr. Greene, as chairman of the board,
bus authorized the construction of an ex-
tension of the road to his large lumber
Interests In the Sierra. Madre district, a
distance of about M miles. Work on
this branch line will begin within a very
few months. He Is a stockholder of the
Sierra Madre Company, which has the
lumber forests in charge.
Will Begin El Paso Viaduct.
Special Telegram to The Express.
EI, PASO, Tex., May 3.—The railroads
Monday morning will begin actual di-
straction on the sleel viaduct which Is
to span the tracks of the Southwestern
and Galveston. Harrisburg A San An-
tonio in this city. The agreement with
the council Is that If the viaduct Is not
satisfactory to I he city, the roads will
build a subway also, but if the viaduct
is satisfactory the railroads will build
another.
-S.
Dr. Dinwiddle, New Office,
Main Pharmacy—New Witte Building,
corner Houston and Main Avenue.
*0
WEDDED AT FREDERICK8BURG.
Rudy Kott and Mis* Lorlie E. Wahr-
mund Married There.
Special Telegram to The Express.
FREDERICKSRI'RG, Tex., May 3.-A
pretty nuptial event was the wedding of
Rudy Kott and Miss Lorlie E. Wahr-
mund, which was solemnised yesterday
morning at 8 o'clock at the Holy Ghost
Church. The church was beautifully
decorated. The lirldc entered upon the
arm of her brother.
The ceremony was performed by Rev.
Mr. Schoch of the Holy Ghost Church.
Miss Emma Wahrmund of Han Antonio
was maid of honor. The flower girls
were Misses Braeutlgam and Wahrmund,
who wore dres^s of white mull and car-
ried baskets of roses. The maids were
Misses Alma Prless, Erna Ochs and
Alvina. Gold.
The bridegroom was attended by Arnold
Kott as best man, brother of the groom,
and Messrs. Henry Schwara and Willie
Wahrmund as groomsmen.
The bridal party left Immediately for
Mason and other points to apend their
honeymoon.
— *0
ST. PETERSBURG, May 3,-Prlnce
Wllheim uf Sweden, second son of King
Gur.tav, the popular sailor prince, who
visited America in HOT, was married this
afternoon to Grand Duchess Marie
Paulovna, cousin ol' the Emperor of Rus-
sia and daughter of Grand Duke Paul
f Alexandrovltcli.
The ceremony took place at Tsarskoe-
Selo and was accompanied by all the
pomp and brilliant display of color char-
acteristic ol' the most stately court 111
Europe
Great Crowds Brave Snowstorm.
The day was marred by frequent heavy
falls of snow, which, however, fulled to
chill the enthusiasm of the great crowds
that gathered around (he palace to cfltih
a gilnipro of the Emperor and other roval
pi'rsonages and the arriving xuesis. The
crowds stood for hours In the bleak and
muddy palace square until the conclu-
Hon of the ceremony.
In the evening a groat Stale banquet
was served, at which toasts were drunk
to the guests and the understanding be-
tween Sweden and Russia recently
1 earned In the Baltic agreement to which
today's wedding—tie first In modern
times betv.een the ruling houses of the
two countries puts tile seal.
The beginning of the nuptial ceremon-
ies was announced by the firing of five
Buns simultaneously at 3 o'clock thU
morning by the battery of Tsarskoe-Selo
and hy the fortress ai St. Peter and St.
Paul in St. Petersburg. This was but
the beginning of the noisy acclamation,
lor the thunder of salutes wis heard
almost uninterruptedly throughout the
afternoon and the evening.
The wedding gliosis who took part in
the ceremony assembled at 2:50 o'clock at
the great palace at Tsarskoe-Selo. Only
Premier Slolypln, the members of the
Cabinet, the president of the Duma and
the president of the council of st ile, th"
principal ambassadors to Russia and
their wives rind a few of the highest
r'lgi.itarles of the empire found place in
the small blue and gold chapel ,,f the
palace where the orthodox ceremony was
performed. The other guests wore Ma-
tioned according to their rank In the
various salons through which the bridal
procession passed.
The Robing of the Bride.
The robing of the bride was performed
In accordance with court custom in the
private apartments of the empress. She
was dressed by the empress and the
dowager empress, assisted by their maids
of honor and their ladles In waiting.
The bride wore on her n Jeweled dia-
dem and from her shoulders hung a long
mantle of strawberry velvet lined with
ermine.
In the procession the trnln of this gar-
ment was borne by five court chamber-
lains.
"IT PAYS TO BRING THE MONEY."
Will you
knowingly
pay a "Charge Store" Six Dol-
lars for a pair of Five-Dollar
Shoes; Five Dollars for a Four-
Dollar pair, Four Dollars for
Three-Dollar Shoes. If you don't
buy your shoes from this store
you certainly will. This store shows more styles of
shoes at a Dollar less the pair than any store in San
Antonio.
6.00 Shoes. Bla.ck or TblJ\, 5.00
5.00 Shoes. Bla.ck or Ta.n,jl.00
4.00 Shoes, Blfvck or Ta.n. 3.00
Hvery Style, Every Last, Every Shape, Patent Leather,
Vici Kid Gun Metal, Calf.
Aaron Frank Clothing Co.
The Caah Clothier#
509 E. Houslon Street
As noon af the bride had completolv
arrayed, Prince Wllheim wns noilfh-d by
the master of epremoni<*s and condurted
to the inner apartments, where the Grand
Duchcss Marie was waiting.
A salute of twenty-one guns and a
blare of trumpets announced the start of
the procession. At Its head came the
dowriger empress on the arm of King
Oustav I; the Emperor of Russia, es-
corting Queen Olga of Greece; the em-
press, escorted by the grand duke of
Hesse; Crown Trlnce Ferdinand and
Crown Princess Marie of Roumanla, at-
tended by the court ushers and marshal*
and other functionaries.
Then, arm In arm, came the bridal pair.
Hehind the young eouple marched Prince
Nleholas and Prince Andrew of Greece
and their wives, Prinee Christopher of
Greece and Prince Carl of Sweden and
his wife. The guests from foreign courts
were followed by more than a score of
grand dukes and grand duchesses, In-
cluding the three oldest daughters of
Kmperor Nicholas, Grand Duchess Olga,
Grar.d Duchess Tatifma and Grand Duch-
ess Marie, the eldest being: 13 years of
age.
But Few Are Absent.
This was the first time the Emperor's
daughters have appeared In state. The
little crown prince, who was too younjj to
be present, and the grand duke. Nicholas
Nlcholalvletch, president of the rommls-
Mon o." the national defense, who has
beer summoned to the Caucasus becaus
of the war cloud on the Turkish frontier,
were the only members of the imperial
family conspleuous by their absence.
The imperial guests were received at
the chapel doors by the metropolitan of
the court and a number of priests. After
the Emperor had been bleised and
sprinkled with holy water, he conducted
tne bridal party to the dais before the
great golden gates of the high altar. Th.
wedding rings were brought from the
altar on golden -salvers and placed upon
the fii gers of the bride and the bride-
groom by i he Emperor's confessor.
The metropolitan then completed the
ritual of the Russian marriage service.
two of the bride's nearest relatives hold*
ing crowns over the heads of the bridal
ralr during the ceremony. While tho
te deuni was being chanted an Imperial
talute of 101 guns was fired. Th* proces-
sion then turned to one of the ante
ralons, where the Lutheran marriage
ceremony was performed by the Swedish
bishop of Lund. This brought the after-
noon program to an end.
The nuptial dlnoer was served at 7:80
o'clock in the evening.
After the dinner the members of the
imperial family and their royal guests
participated in a polnalse. Thla stately
progress around the great reception hall
liad something of the nature of "the
Holienzollern torch dance."
After this function the guests were
driven in state to the Alexander palace,
'.he prlvat** residence of the Emperor, the
bridal party riding with their sponsors
in a jala equipage.
The Emperor, the empress and the
dowager empress were surrounded by
torch-bearers and escorted by a company
of the Emperor's Cossack Guard in bril-
liant blue and scarlet uniforms.
At a late hour in the evening the bridal
pair took a special train for St. Peters-
burg, where, the honeymoon will bo
passed at the palace of the late Arch-
duke Serglus.
Eye, Ear, Nose and Throat.
Dr. J. V. Spring, 224 Moore Building.
■■ ■ " ™ 1
Fire Places and Heatera Repaired.
Wm. Q. Sehuwlrth & Co. Tel. 641.
FUNEkAL NOTICE.
Alexander Sinclajr.
Died, In thi* city, May 3, 1908, at 8:30
p. in., Aloiandcr Sinclair, nged 57 year..
The ftinernl will br held ;it 211 Lexing-
ton Avenue at 5:15 p. m. today, inter-
ment in tHtfnowity Cemetery. Friends
invited to attend.
Just received, u line of the new olives,
Una and browns. _ ..
LENTZ, Tailor.
Secrets of Successful Advertising
Right Now
There is a time for every-
thing—even for carriage-buying.
Right now you have time to se-
lect Just what you want. Right
now we have time to explain,
discuss and help you to decide.
Everything that. Is new and
stylish In buggies, runabouts,
surrles, stanhopes and wagons
will be found on our floors.
The Jones Company
THE FIRST requisite is to have something worth advertising—something that people
want or will want when you advertise it properly. Never overlook the fact that ad-
vertising is no magic art to make up for shoddy goods and poor store-service. When
you can offer the right goods, the right service and the right prices, the next thing to
do is to study the people whom you can reasonably expect to make customers. Get a good un-
derstanding of their needs, tastes, sentiments, manner of Masoning and ability to purchase. You
cannot advertise millinery successfully until you have the feminine point of view on millinery.
When you have drawn a good mental picture of the typical prospective purchaser, study
the goods or the service that you are to advertise. If you were the man or the woman to whom
you expect to sell, what features about the commodity or your plan of selling it would appeal to
you? What would interest you? What would you believe? What would finally induce you
to come to the store to buy? Try to imagine that you
are in the home of this typical prospective customer.
You haven't the goods there to show, but must describe
them realistically and attractively. What would you
tell a person under such cirsumstances is just the kind
of matter to put in your advertisement. Be as earnest,
logical and definite as you would be in a personal can-
vass. You cannot sell overcoats in personal salesman-
ship by such a Bombastic, indefinite statement as
"Our store has the most magnificent and complete
line in the city," and you cannot sell overcoats by
such statements in your advertisement, for good ad-
vertising is just salesmanship in print.
Be specific. One interesting fact is worth a
dozen general claims. Tell about the material, the dur-
ability, the style, color, workmanship; and give the
price. Rarely, in retail advertising, can the
price be advantageously omitted. Its omission is
a common mistake.
Don't try to be clever or humorous. You know
that in personal salesmanship the customer grows dis-
trustful when the salesman begins to show his clever-
ness. It's the same way in advertising. An ounce of
earnestness is worth a pound of cleverness.
Don't try to sell everything with one advertise-
ment. Specialize on one article or on one closely relat-
ed line of articles.
Try first to attract favorable attention. The
next logical step is to develop interest. Then, by real-
istic, believable description, try to create desire and to
convince the reader that he should buy. Tell him the
price and where the article is sold, whether one may 'phone for it, whether you will deliver free,
etc. Compare the two advertisements reproduced here. They are both on the same subject;
one is general and the other is specific. It is easy to see which is the stronger.
Copyright 1IM, by S. Roland Hall.
An advertisement that Is so neneral
tlint It Is of no value except to keep the
advertiser's name before the public.
R.\ibber-Tired
R.una.bout for $75
This runabout has open-head-
springs, genuine leather seat-
trimmings, best quality cush-
ions, is rubber-tired, has dust-
proof axles; complete with
shaft, 175. You couldn't get a
stronger or more stylish vehicle
at this price.
This runabout and a number
of others are on display in our
new building.
^Th^SmithComp^n^
An advertisement that delivers a defi-
nite message. It gives facts and would
interest anyone thinking of buying such
a vehicle.
v\
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The Daily Express. (San Antonio, Tex.), Vol. 43, No. 125, Ed. 1 Monday, May 4, 1908, newspaper, May 4, 1908; San Antonio, Texas. (https://texashistory.unt.edu/ark:/67531/metapth441969/m1/3/: accessed July 17, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Abilene Library Consortium.