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Business Building By DUNDAS HENDERSON Advertising Manager oi the C. E. Ziamcrau Co., CUcu* The Amount You Muni Upend Otk^ Advertising, P It may not gecur to the average retail merchant that the proportion of hia l/t.'cjne being spf.<nt on ad \ertibfiig !h in binall that the ef foct 1* liKo tivifg to paint u big luMito with u kn cent < an of paint. All this nrtvoi Using Is, of courso, *ood for, cvt n though Jt bring no result}}, it fiho.WH that the merchant IiQb an open mind in the matter and is subject to reason. Retail adver tising, or, indeed, any advertising, no mutter how small, to get sure results, must be done on some sci entific plan that haB guided similar campaigns to success. The most Important item In such a campaign 1 :4 the minimum amount to be spent on it. If 999 out of every 1000 retail advertisers will go into the ques tion of their advertising, I believe Ihey will find that It is not costing them one per cent per annum of their Incomes. in most cases it will be found to cost them much lesH How they expect to get results from that extraordinary percentage is known to themselves alone. On ly in very exceptional cases will an expenditure like thiB even return the actual gross amount spent on t?.o ((impiiiu, The most successful rotull stores In the world are the largo Now York, Philadelphia and Chicago do partmeut stores. These couoerns are known all over the world, and particularly so to the men, women and children In this country. If any cine* of retailers could dispense with advertising It In they. Yet they spend from 6 to 16 per cent, ut their yearly Incomes In advertis ing their goods. They are Hot spending that portion of their In ?omoB on advertising as a more Mutter of fun, you may bo certalu. F.verj red cent of outgoing Ih Jeal ously watched. If oue hundredth p.irt of one per cent can be saved, it is saved. The expenditure Is the remit of careful experiment In all possible ways, and under all postd ble conditions and it has been found no'-coBuiiry to spend that amount of their enormdus incomes to get the tesu'is that they now obtain*. The local retailer may learn a lesson from this. If great organisa tions like these stores have to spend such a percentage of their Incomes to get results ? ? large sums like that get proportionately -greater re sults than small sums ? what must the small merchant spend to get sure results from his advertising? When next ypu consider advertis ing, Mr. Retail Merchant, figure out how much you are going to spend. If it Is less than 6 per cent, sit down an<^ think the matter over i carefully and If you cannot persuade yourself to spend at -least 5 per cent on a scientific plan that has brought success to others, get a | mirror and have a good look at a bad merchant. There 1b one other important thing about retail advertising; After you have made up your mind to the amount you are going to spend on it, see that you put salesmanship into" the space you buy. Salesmanship is Just as nee? cessary in your advertising as it is In your store. With ^t in both your store and advertising, success is certain, for your sales organlza tlon will be so strong that only bad good* or Insufficient capital can kill It. There are four principles to all ^klMiniDiblp, whether Id your store or In your newspaper: First- -you mutt attract attention; eeoond ? you roust secure the lutereet of the possible customer; third? you must create a desire to buy, and, fourth, but by no menus leaaU- you must Induce the actual process of buying. All these requirements In adver tisements necessitate close study and much experience of successful advertising before tboy can be put together to make a, perfect adver tisement. The averuge retailer U not tin expert at advertisement con struction, any more than the ordi nary grocer is an accomplished phy sician. How then is the retailor to get advertising that brlug* results ? ? or as it may be called, salesman ship on paper? There are on the market now a number of high grade syndicated advertising services. These ser vices are got out by concerns with ample capital who have retained the services of tho best retail ad vertising experts In the country to whom they pay large salaries. These men construct advertlae jmontu which are sold to small re- j tallers throughout the country at' a nominal coet, ranging from one dollar per week up. The largo num ber of one kind of advertisements supplied to thousands of retailers makes these low prices possible. The servlcee are usually sold In a series of 62, one advertisement ? for each week in the year, togeth ? er with a first class copperplate cut of an Illustration drawn by a high priced artist. At the top of these columns, will be seen some reduo 1 ed fac slmllles of ads of this kind. The merchant who uses advertU j Ing in his local newspaper space I without putting salesmanship of : that character Into it when he can ; gefc it for so low a cost Is just i like a man who would rather have a school boy in his store to Sell his goods than a proven salesman. The publishers of The Chronicle will be glad to Bupply full particu lars of the most wonderful of those syndicate advertising servtces to enquirers. Merchants are advised to be In time, however, for Only I one service of a kind . can be used I In each town. . See Our Line of Calendars. U.Y HIIJ.KI) BY FALL. Fmiuuu? AvUtor Loton Life mt the Mmcub Fftlr Uroiuula. Macon, Oa., Oct. 19. ? Eugene Ely, the well known aviator, was fa* tally lujured at the mate fair ground* her? shortly after 3 o'clock this afternoon when his aeroplane re fused to rise afttar a sensational (lip, and plunged with blm 6u feat to the earth. In the presence of nearly 8,000 people he fell to the middle of the enclosure of the wile track, almost clearing the machine by a deeper* ate leap that he mude when be real ized hla peril. His body was brok en lu a score of placee and he died eleven minute* after the fatal full. J nut before the end he regained con jsclousness und muttered: "I loet control ? I know I am I going to die." lily mude a remarkable flight thin morning, shortly before noqn, ascending to an altitude of 3,100 foot. At 2:45 o'clock bo began his seoond flight of the day, rising gracefully from the track enclosure, which he circled In a few minutes, traveling at about 30 mllea an hour. As be was completing the clrclo he made one of his famous dips, appar ently to startle the thousands be neath blm who were watching with strained eyes. The bird-like ma* cblue shot down with tremendous velocity and the crowd applauded, thinking that the uvlator would rise, as be bad done many times before; But. Ely seemed to lose bis grip on the lever, for the machine continued Its downward plunge to the earth. Realizing his peril Ely released the lever altogether and half jump ed, barely clearing the aeroplane as It crashed to the ground. It was demolished, bits of wood and metal flying hundreds of feet. Ely struck with terrlfflo force. Scores of peo ple rushed across tho track to where he lay to offer blm aid. He wbb tonderly removed from beneath the wreckage which covered blm and' carried to his hangar. The vast crowd, excited and cu rious. rushed forward, but was kept In order by the policemen. Efforts were made to resuscitate the aviat or, ?t e gained consciousness on for a moment beford' hla death. Even in bis, unconscious state bis physical agony was, manifest. Ely left his wife In New York DIAGRAPH Carbon Papers ? BY THE BOX or SINGLE SHEET a THE CHRONICLE Wt Ar? Factory Ag?nU two weeka ago to come to Macon to give a aeries of flight* for the (Jeor gla State fair in hla Curtiss biplane. En route he stopped at Davenport, Iowa, to visit hla rolatlveu. He had been giving spectacular aerial dem onstrations here for bight days, go lug up on one occaalon amid a shower of rain. Today he even of fered to make a flight by night, palntiug hla craft with phosphorous, "so as to startle the natives," he told the fair directors. The offer was declined. Before making hla ascent this af ternoon Ely told his attendants that ho feared something would happon and asked them to notify his wife in New York. The message notify ing Mrs. Ely of her husband's death was sent by the management of the fair association. Ely's body was sent to Davenport, Iowa, for burial. To Unveil Monument. Holly Camp No. 266, W. O. W., Bothuno, S. C., will unveil the mon ument palced to our. late Sovereign H. T. Thomas, at Qrove in McLaln cemetery, near Clyde, 8. C-i on the 6th Sunday morning In this month. Public cordially invited. Hugh S. Thompson, Clerk. ?'f' , For Sale. House and lot of D. E. Hinson on DetCalb Street. Also house and lot of W. H. Halle on Mill Street. For terms apply to C. P. DuDoae, Agent. SCHOOL DAY AT FAIR. Toucher# Are llequeeted To Pre* pare Kxlilblt*. It ban been decided to have u Bchool day at tho County Fair on Friday, Nov. 10th. All the white teachers tbut are conducting schools In the oounty are requested to propare something for exhibit in the way of test writing, models, drawing, sewing or anything that will show the skill and handiwork of the pupils. The teacher's know ledge of the pupils will suggoet what is best to propare for exhibi tion. , All tho teachers and trustees of the county are urgently requeated to meet Jointly In the court house at Camden, Saturday, November 4, to make final arrangements for tho school exhibits at the Fair, and to arrange for the organization of school Improvement associations in every oommunlty. The good effects of this association cannot be esti mated. NOTICB OF FINAL DISCHARGE. Notice is hereby given that one month from this date, on November 4th. 1911, I will apply to tho Judge of Probate of Kershaw Coun-, ty for a final discharge as Admin istrator of the Estate of the late J. T. Hay, Sr. J. T. HAY. Administrator. October 5, 191*. 10-27 ? ' A Benefit of Fair Association Commencing NOV. 6th On Main St., Camden, S. C. Old Plantation Show Maud of the Mi?t Electric Show Joy Ride Big Free Act TWICE DAILY PROF. COLE Chanipioit High Diver Russia, the Wild Girl ? ? ' f V ' . ? ? t . J. ,-v ' ,x \ *. ->? ' ^ ? ? ?' Vaudeville Show \ Merry-Go-Round Ferris Wheel ? g Concert ??rH by Battiato Blk ?J & ""ft*:: ?