The Tulia Herald (Tulia, Tex), Vol. 17, No. 22, Ed. 1, Thursday, May 27, 1926 Page: 12
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Tulia Texas May 27 192f
J S KriRlemaii J I Knglcmnn
The Tulia Herald
EN0M2MAN ENOLBMAN
Editors and Pabltibcr
tthc tml 1c at Tf > Tda <
TtoIT ToxnH May 27 1U20
MICH IN ADVANCE
To Sw1 licr County AddxMSOi
One c >
Three Xfontlm
To Addies Outsiilo County
One Yea < 200
Bltjkimiilis flQ1
rrtfce Mnntht 55
Political Announcements
The following announue
mcnlK for Dialrict and Swisher
County offiecH are made sub
juct to the Democratic Primaries
July J920
For Judge frith Judicial Dis
triet
CHARLES CLEMENTS
Ilainviow
It C JOINER reelection
llninview
For Attorney Olth Judicial
District
E S ROW 15
Littlofitdd
W IS Hi I Till NHS
Flo t Ml t
MKAil I R1KF1N
PI > >
I l rnHT
1 M
T < > i Tax < sMir
It 1 l UINUH
J W A SII MflLAl N
l < i < < ion i
For SJionfi mid Tax Collector
Ku Inker County
L T ASH Hit
JI 11 V MILTON
T II LTKKS
t i uii Treasurer
M1 > S VI M llUkABFI3
lx IlfC Mill
For o ludire and Kx of
fni > Kehnol Sut
W A KIIM
F < r < > ml llHti t rk
JN > iIUCi
P C i i Irec No 1
1 II W lilSN Heeloetion
lli
M i i Ki xIlS
A i 11 LCH
r > < iir Proc No 2
K V sIMMoNS
J It liiW13S
W II sPFAR
K lection
wood rvn
For OiimiiH iniier Tree No ls
P M HTIN
D I IIUKfWIAN
Fur < > n i n oner Irec No
K MAXKINS
Fir Iu > Weigher
Pu met No 1
JM s tlAKUUTT
i i i
PUKE AIR
Tulia does not often
> ie huger daily uewapa
voniuiMioit with the
ni U Hhik mu tW Plain
ti >
hi tfHI
< yd numb
v been
ivitjflf
not MM n
vinj and
> th u o
vjnu t
i ittru
unit ittnl
ttw past
u nil r i i Tt u VhUt W
r tin i i Hum to jjfivo
tin it m this eon
in tiu i i that h
tween Ill mi nnv I ei
deneoi b n < > > in Iimt 1
Within tin pist tVw unntlis
iiml the bousiiK piubli u t
Httil a seiuus mi
It usually tnUr a Mranger
to se the defoots < f a town
but it tlnos not need a si ranger
to hio that Tuba is badly
in need of a eleartingup in m
Kauitary way And whilu we
are at it why not clean up
some of the junk that lies
around so promiscuously on
many of the lots of the town
Old autmolulev traetor
threshing ntaehiiuw and whatnot
piled on lots to say the
least are not attractive and
the city should take steps to
see that these unsightly piles > f
junk nre removed
In the course of a trip to
Pnnlmndlo recently the bftM
wheat to be seen on tho way
is in Swasher county After loav
in Happy tho acreage begins
to decrease and tho yield
per aero everything being
equal between now and harvest
will not bo near as large
Everybody is making gar
a
dens these day And when it
comes to boiiw ahU to wise a
real tf nJ < n this Swisln r
county ° l S hard ° ca
nioHt any kind of fruit or vege
table can be raised here it
seems and many of tire families
of the town and countryside
will be Ining out of their
gardens from nmv pu
GROCERS BEGIN TO
ASK WHO PAYS FOR
THE ADVERTISING
Hy Paul Findlay
What I have written lately
on advertlning has brought
more comment live response
and inquiry than ever beforu
That is good The more grocers
awaken to the fact that
adverti ing is a force to be
reckoned with in modern bum
ness the better For advertising
is selling Orneerw whether
individual or cooperative
must H ill more To buy ban
been dideiixfied to the limit
JostH have been pared down
everywhere But speaking of
tint grocery busineSi in general
SKLLING is almost itt
known
In the endeavor to answer
the question Who pays Tor
the advertising hohio big
stores hate publmlted interesting
figivres lately
A department store shows
that it i October sub
nere tJ > l Kl1lllUU l r > r than tin
Uttviotis Oetober These ere
In figures but unit Depar
meiit stores invent two to two
> ind one half per rent of tbeii
tie In nhertiMlng ARauuie
till fine used 28 i extra
ii Oi iber to produee near
I unllion mijre sales thin
wonld hue been one iind one
half r e < nt Next renieni
ber thnt etery other expense
remained constant and you
will see Unit the advertising
eost nobody anything but ue
luallv reduced expenses
T i Lit tin s down to your
toi let us think of 1IUU0
add in any given petiod
ni uiMiths for an nddi
1 ioiiiI eitising investmert
of ttU or 10000 mlded
for j or li0ii adled for
2 vi
The slant to g t op mub fact
i
nnl figures Is that any expend
Hire which return tNclf plus
a profit is justified
A jeweler
mhlishcd a large
nhertisoment which cost 800
lie sob 10000 of goods as a
result Peeause his rent in
other expenses remained as before
his general overhead uns
redueed S l per cent by the
extra volume So the live per
eenf advertising on the
business paid for it cf plus b
reel profit Inasmuch as In
eost of operation was lessened
obviously this advertising cost
neither himself nor his trade a
penny
t havf before me a pietme
the new building of S s
Pierce Co of Bofctou i
wonderful budding Si
stories and b seun u nun
two biisntleOts nitij snl
tuY U freight e r and pbf
m
m
M
M
H
a
H
a
H
H
IB
IBE
fa
i as
forms fur bitnim S1 im > >
truck shtndt t i > idy T
hotisc Uli eS tsl luid Hi l >
I vears jr it ha < sluM
l An old line ymoer
houo It has grown stead its
oou UNtfUy because it lui s
always kept abnast of the
times an dvaii Sohl tomN
thioiigh idvertising skillfully
planned and everlastingly kep
up
hi esery hand we have chain
stoics We note their steady
growth in number and size
Hut wc are apt to sense them
as things which happened all
at once It is as if a gem out
of the Arabian Nights had
planted them in our midst full
fledged Hut if we stop to
think we must know that most
of these institutions are onlv i
Advertising ia the Handmaid
of Everybody
And f wonder whether we
ever notic that chains use advertising
steadily Often I
think we miss that point Or
wo see the ads in our newspapers
We scan them with jealous
eyes seeking cut prims
named on good We handle We
plan vengeful campaigns on
manufacturers and producers
who permit heir goods to In
used as footballs by chains
and all that sort of thing
Hut we utterly miss the point
that advertising is the handmaid
of every man who seek
to advertise to utilize her services
There is not a newspap
anywhere that is not only willing
but eager to place its eol
noma at the disposal of any
merchant on precisely the same
terms as its accords to chains
department stores or other nif
chants
Hcgin smihII Mittl luifh
of Ios Angelrm began with one
lit tic store in I If
consistently used space on
column five inches m bis daih
paper That earned Ins ms
iiiire then It built up his s
until he could hand two
stores Prom then on tin
growth was steady regular
consistent more stores more
space Hut there is no copy
right on the system Anybody
can go and do likewise
Reflection will show that
this is consistent persistent
work Anything like flashin
thc pan endeavor will get us
nowhere That is hard to get
across to the common variety of
mrrchant groecr or otherwise
Hut we might as well
expect to open our stores > tpnx
ntodienlh and succeed as to advertise
when the fancy strikes
us or under pressure of some
excitement and succeed
Thought Work Planning and
Persistence
It takes time sure it does I
I2very morning Chaffee could
he found at his little desk up
in his little coop oi an office
quietly tacked awa from interruptions
as he planned and
write his daily ad That took
hint around a total of thirty
minutes probably lie could
do it in that time because t
THE TULIA I1EIIADD
a low years old Jt cornea hard was systematized
for many of us to think That
I admit fretsly But we have to
do it these days or go to the
boncyard Sl KE So let us recallTliat the Skaggs chain of
some three hundred stores op
erating in seventeen J > talc i wa <
All day an he ruscd abuot
waiting on trade he had the
next days business in rail
He used odd seconds to think
up and note down items to b >
advertised Having dtvivt
style to fit his hpace hii newspaper
offiee know just how it
initiated pi one store in Idaho was to appear So Chaffee had
just about ten yars ago Tlint fconly to write and he wrote in
all
the same talkative style In
would have used to any e f
totner So his advertising
human conversational and r
fleeted himself
Heeause of such lulvniice
thought and notation he could
handle the advertising iu easily
as ho might unload a ease
of corn from a wagon And n
sults are asaforesaid You can
see them any time yon drop
into the village of Los Angeles
Extra Pressure in Dull Times
The times when things are
not so good aro the occasions
for special pressure by experienced
advertisers and merchar
disers When we grocers crawl
into our shells and lie down hi
fore conditions those men
wwake up and work extra hard
In fact they come near to acting
on the advertising truism
There are two times to advertise
When business is bad and
to mnltfu it good when business
is good to keep It good
Sent If for example seems
llOt to have been especial
good for chain dw lopment
latch Then1 are armind six
uniN tlnre no and that li
my unfortunate saws strange
is no greater numbi r
than it was in Hlio
My friend expresses his own
opinion of the reasons for this
failure to expand thus I believe
the public market system
of Seattle the topography of
the town the fact thnt Seattle
stands first among cities of the
V S for homeowning citizens
all these are factors
So far so good but note the
sequel The chains are advertising
much more heavily than
they did a year ago You can
be sure of that Chain nier
chants realize another thine
that hardly seems to get thru
to the average met chant Tint
is Ihul there can be no possible
stopping place We have >
move forward There is no other
way to go And to try ti
stand still is to go backward
Advertise to Make Business
Good
Therefore the chains of Seat
tie are now in the job of advertising
to make business
good And they will go the
needful lengths and keep on
with the correct persistency o
Continued on last page
To the Wheat Growers I
In case you have not placed
your order for a Combine or
have placed your order and
cant get delivery I am now
in a position to furnish you
with combines to handle
your crop
I would very much appreciate
your calling on me at your eery
earliest convenience
F D MOORE
Hardware Company
SPECIALS
SATURDAY 20th AND MONDAY 31st
s
Mop Stix 10 <
2244 Towels 19c
1 do Clothes PiiS 6c
Curtain Hods 2 styles eneh 5o
Water rumps for Fords 170
White Cups Saueers set 75c
White Plates set 78c
Small car Jack C9c
Super Power Carburetor for Fords
Save gas easier starting more power
275
Crank Shaft 665
Oasoline Stove 398
Northcutts Hdw and Variety
PLA1NVIKW TEXAS
16
SPECIAL
Cash Bargain
Saturday May 29
6JiJwMh
Even Bread
the staff of life
is made from
Dough
UNCLE SAMS BACKBONEThe Federal Reserve System
has been called the
backbone of commerce
it isnt far from the truth
It is the most steadily
comforting thing of its
kind the world has ever
known
Its success depends upon
the loyalty of its members
Your patronage helps assure
such loyalty and
thejroforo assists you the
bank aud the system
First National Bank
or TULIA
There Is No Substitute For
Safety
BETWEEN HOURS OF 1 5 P M
22 Cartridges
22 shoit lesmoke Winchester
Brand Cartridges only two
boxes to each person 16c
Ice Cream Freezers
Polar Bear freezer of two qt
capacity Made of heavy tin
Cleaner on top of freezer
101
DR HAWKINS
Dentist
Over First National Bank
Office Phone 227
Residence Phone 135
W ZL tl2d 7IJi
We Have some Dishes I
stock tjhat we must move tmake ready for incoming
stock We are willing to sacrifice them to get the room
Come in and look at our prices for we know they will be very
attractive
ScottTracy Hdw Co
Happy Tulia
Goods that sell and satisfy
Kress
DR 0 M CLOUGH
Registered Optometrist
Eyes Tested Glasses Fitted
021 Broadway St
Plainview Texas
Baths in connection
HOMER CROW Prop
Broken Automobile Farts
can be oxyacetylene welded
T as as new
good
Bring at your broken X Doe your
Cylinder Blocks Frames
Crank Cases Bumpers
Housings Transmission
Cases Rods Mufflers
Radiators Fenders
motor knock
Let us bum
out the carbon
with oxygen
Kilcreaie White Motor Co
i
L
r <
HaSHKUUHBBiamilBSSSiHtSaBHaHBElHBHBRBKIiaHia
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Engleman & Engleman. The Tulia Herald (Tulia, Tex), Vol. 17, No. 22, Ed. 1, Thursday, May 27, 1926, newspaper, May 27, 1926; Tulia, Texas. (https://texashistory.unt.edu/ark:/67531/metapth45705/m1/4/: accessed July 18, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Swisher County Library.