Historical Newspapers of South Carolina

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BIG BUSINESSES NOT "MARVELOUS" Opportunities Today Ai a Bcttei Than When Wanamaker Be gan His Career. This article tells how your small or medium sized business can be doubled or trebled or quadrupled. ^It tells how and why Wanamaker "became a "Merchant Prince." Doubling your business will not In volve 8 s much risk as letting lt stand atm. It '#01 not involve more work tor you personally. It should not take up as modi of your time as your present business de 'JM&dS. Big husmees are not "marvelous." It is simply this way: Yon take no special notice of a business until it becomes very large. Then, as you look at it superficially .and as a whole, it appears extremely complex. Fundamentally it may be almost identical with your own small business. The difference is just a ! matter of multiplication. . j Ton say that John Wanamaker is j ? truly "wonderful" man. He ls. But you let yourself get such an exagger- j -ated idea of Mr. Wa'.^maker'B men- j .tal processes that ye J greatly under- ' rate your own capacity and the limit less opportunities for profitably util-1 Iring that capacity. Don't Make Wrong Comparison. If you happen to be a merchant with a small store on Columbus avenue, do not compare with the John Wana maker of today; compare with the John Wanamaker o? the day when he, too, had but a small store. You say: "But times were differ ent then." We admit that. But, fortunately for you, the differ ence is in your favor. There are more people to patronize you. There are better and quicker and cheaper methods of securing patronage in any line of business. While, "times," in some ways, were different when Mr. Wanamaker start ed, human nature was the same. Phil- j adelphia, even then, was an old and ; large city. There were plenty of j ?tores without Mr. Wanamaker's: Nearly every merchant in every line j felt that he had about ali the com-, petition he could stand and a great deal more than he really ought to have. Hundreds of merchants had failed in the old city because they couldn't stand the competition. Mr. Wanamaker started in a small ?way and developed from day to day and week to week. Any merchant can do precisely the same- thing now. How Mr. Wanamaker Did lt. If New York citj^ had ten million | Inhabitants, instead of five million, there would be about twice as many stores . and the pressur? of compe tition would be just about the same as it is today-just about the same ?as it was in Mr. Wan/imaker's early | >day8, when there were fewer people and fewer stores. Mr. Wanamaker didn't do anything magical. He didn't put money into newspaper advertisements and expect the advertisements to bring magical results. Here is just what he did: Bought carefully, displayed his goods advan tageously, trimmed his show windows attractively, instructed his clerkB to adhere to his own square-deal policy, and then he started with a moderate amount of newspaper advertising, which brought him moderate returns. He didn't get nor expect wonderful returns. He was just a plain, practi cal business man. But he- was per sistent. He grew with his business. When a month's advertising showed t. fair margin of profit he increased IIIB appropriation the following month. The fact is that the Wanamaker busi ness grew just about the same as thousands of other businesses, except that Mr. Wanamaker kept up the steam pressu-e-the newspaper ad vertising-every business day, while the multitude of merchants competing with him advertised infrequently and Indifferently. You Can Do the Sams Today. It would net be logical to say that all businesses in any one line could be doubled. But pick a half dozen stores at random-or a half dozen wholesale houses or manufacturers and the business of each probably .can be quickly increased one hun dred per cent, to one thousand per .cent. No matter who or where yoiuaare, ire now pick you, at random, and say: !If you have a small or moderate sized business there are about ten chances to one that you are not making any where nearly as much net profit out of it as could easily be made by prop erty revising your methods. We are dwelling upon these points, .saya a writer in Facts, to emphasize the fact that big businesses are not marvelous-to show you that there -may be an exceedingly slight differ ence between you and that competitor of yours who does a million dollars' 'worth of business while you are doing twenty-five thousand dollars' worth. And that slight difference may consist of faulty methods in your office which an outsider could point out to you tn an hour's time. A combination of ways can be de vised to increase almost any business jfrom two-fold to ten-fold. CandW Soul. That soul which knows no self seek ing, no interested ends, is thoroughly candid. It goes straight forward with out hindrance. Its path opens daily more and moro to perfect day.-Fene lon. LOCAL NEWSPAPER ADS WITHOUT EQUAL Nothing Compares With Them for Developing Local Business and Getting Direct Results. In an address on "Newspaper Ad vertising" delivered by Dan A. Car roll before the Worcester (Mass.) Publicity association recently, Mr. Carrol spoke in part as follows: "My interpretation of the true func tion of newspaper advertising and the service it renders the manufacturer ls that this great medium of public ity offers certain exclusive features. When properly understood, and used accordingly, local newspaper adver tising has no competition. A trade mark has no value until the public knows about lt through good advertising, and associates lt with good merchandise. The public cannot know all about a trade mark until they know it Intimately by buy ing and using goods on which this mark is stamped. Therefore the ad vertising of a trade-marked specialty broadcast without first getting dis tribution so that people who read the advertising and are interested and can see and buy the articles adver tised in their own local stores, is .rasted. Building Sales of Units. "Now suppose you work the other plan and build sales and advertising by units. Here is where the news paper effectually fits in with the sales and advertising plans of the manufacturer of a trade-marked spe cialty. This idea of starting today with a trade mark unknown to the consumer with practically no distribu tion, and blossoming out tomorrow as a national advertiser, is not founded on common tense. "A manufacturer who is marketing a new article can get better value for his money by concentrating his sell ing and advertising energy in such territories as he .an work adequate ly an intensively, each season. This requires local advertising. If you market a trade-marked specialty that has a peculiar demand in cities of | over 25,000, concentrate your adver- J tisin? in these centers. If the article is preferable for small towns and rural distribution, there is where the advertising energy should be massed. "lt is a well-known fact that there are certain specialties which sell bet ter in larger cities than in the small er communities. Take the case of the corset manufacturer. You will find today practically all corset ad vertising is confined to newspapers in the larger cities and towns. This is because the corset sale possibilities are larger in the population centers than they are in the smaller towns. What daily newspaper advertising is doing for the corset manufacturer can likewise be done for many other lines. It is understood that 'JUHUB Kaysei* & Co., the largest silk glove manufactur ers in America, spend $150,000 in news paper advertisng every year. Concentrating Advertising "The largest laundry soap business in this country is kept at high sales efficiency by the exclusive use of newspaper advertising, plus good dem onstration and sampling work. The automobile manufacturers are gradually concentrating their adver tising in the cities where they have salesrooms and distribution points. "Newspaper advertising is no magic wand that can transform a poorly managed business or insure an in ferior article enormous sales. But a well-planned campaign in one city can shake the misfit out of your sell ing and advertising plan in one week's trial, if you gc at it right. "It is sometimes claimed that news paper advertising is too costly, lt is not so if it is operated on the right lines. You can spend just as much or just as little as you -sales possibil ities in a selected locality will war rant. If you have a popular article of general and quick consumption, it is the repeated copy two or three times a week that clinches the sale and keeps reminding the buyer after the first purchase. "A iocal application will serve to illustrate. In the city of Worcester there are 30,000 homes. At least three-quarters of these are potential prospects for an advertised article. You can divide these homes into grades, and any manufacturer could know just how many of his goods should be sold there through the re tail channels of his distribution. Now, if your consumer sales are not as large aa they should be, apply the efficienc. test and find out why. ls the merchandise right? Is the dealer profit adequate? What are your competitors doing? How are you as sisting the local dealers In moving your goods? "If a magazine advertiser, how many Worcester homes are actually reached, and how often? If a street car advertiser, can you tell your story effectively in the standard space al lotted? If you use billboards, how many people read your billboard ad vertising? "Back up your- newspaper advertis ing with window displays and other sales work during your active cam paign, and you will have an advertis ing investment that will be a live wire of sales energy." Chivalry Interpreted. The phenomena of courtesy and chivalry are simply additional proofs that women have no souls, and that when a man is being "polite" to a woman, he is simply ascribing to her the minimum 6ense of personal im portance is attached precisely in the iee sure that it is understood.-Wein ?;f-r. For Cotton Weigher I hereby announce that I am al candidate for re-election to the po sition of public cotton weigher for the town of Edgefield, and promise the people that if given the place again, I will endeavor to do my duty as conscientiously in the fu ture as in the past. J. G. Byrd. I hereby announce that I am a candidate for the position of Cot ton Weigher for the town of Edge field. I pledge myself if elected to render honest, faithful service. I will appreciate the support of the farmers who market cotton at | I Edgefield. John R. Bryan. Edgefield, S. C. GOWANS King of Externals Accepted by the Mothers of America as the one and only external preparation that positively and quickly CURES ail forms of In flammation or Congestion such as Pneumonia,Croup, Coughs, Colds, Pleurisy* Since Gowans Preparation hus been introduced here it has gained a strong foot-hold in many ot our best families whom I know .ire giv ing yon advertisement right along without solicitation, lt always ma kes good. W'eidling & Son. Tiffin. Ohio. Druggists: BUY TC-DAY? KAYE IT IN THE HOME AJ! Dra**i?ta. SI. 50c. 2.1c. GOWAN MEDICAL CO.. & jtanteed. ind nonsjr refunded 5y rom Druggist ' 1 ight Saw. L'ithe and Sbtn ?ie. Mills, > Engines, --Boi^kfl^j S upplies and repairs, 'Porta. qle , Steam and Gasoline En gines, Saw Teeth, File?, Celts and Pipes. WOOD SAWS and SPLITTERS Gi::s and Press Repairs. Try LOMBARD, AUGUST AL, ii A. To Cure a Cold in One Day Take LAXATIVE BROMO Quinine. It slops the Courh and Headache ard works off the Cold. Druggists refund money if it fails to cure. E. \V. GROVE'S signature on each box. i?c Mrs. Jay McGee, of Steph envilie,Texas, writes: "For nine (9) years, I suffered with womanly trouble. I had ter rible headaches, and pains in my back, etc. lt seemed as if I would die, I suffered so. At last, I decided to try Cardui, the woman's tonic, and it helped me right away. The full treatment not only helped me, but it cured me." TAKE Tin Woman's Tonic Cardui helps women in time of greatest need, because it contains ingredients which act specifically, yet gently, on the weakened womanly organs. So, ii you feel discouraged, blue, out-of-sorts, unable to do your household work, on account of your condition, stop worrying and give Cardui a trial. It has helped thousands of women,-why not yon? Try Cardui. E-71 YA For Weakness and Loss of Appetite The Old Standard general strengthening tonic, GROVE'S TASTELESS chill TONIC, drives out Malaria and builds up the syBtem. A true tonic nat* we Appetizer. For adults and children. Wc. 8 2 Thoughts on Advertising. 5 Advertising ls the greatest power for progress and success in the world. lt ls the ten-billion horse power dynamo which makes the social, religious, educational, industrial and mercantile wheels go round. Advertising Is only the active term for publicity. It's the hurry-up method of getting Ideas coined into circulation. It's the r.onetary system of thought The advertising infant was born in the dark cave, when the stone age man scratched his ideas in pictures on the rocka. It's been growing ever since, and the civilization of the world has grown in proportion. Through the power of pub licity the cobwebs, dust, fog and darkness which Impede progress are being swept away. Advertising is the circulating medium that Is used in the ex change of the past of Ignorance, superstition and famine for the future of peace, plenty and uni versal happiness. The man who does not believe in advertising his business, his religion, his politics and his faith in heaven and humanity is a toadstool in the path of prog ress. If he ever has an idea that might benefit himself and his ? fellow-men, ft ls 6till-born so f far a3 the world is concerned. Cm GUARANTEE TO THE BUYER Advertising by Merchants Assures Prospective Customer That He Will Receive Value for Money. By Seth W. Ward. Of what value is an advertisement to the customer? We are all con sumers, so we are all interested in advertising from this viewpoint. Why should you trade with the merchant who advertises? Why should you buy a product on which the manufac turer has fixed an advertised trade mark? lt is true that the advertisements that you see seive as a bulletin or di rectory. They tel] you where certain goods may be bought and save you j the trouble of hunting for them. They ! inform you of new inventions ?is they ! appear. Often they tell you of prac tical uses of the advertised- article : that had never occurred to you be- j fore. * I But advertising meanB more than this to you. There is a better reason than these for buying from the adver- j finer,., Advertising is a guarantee to; the buyer. When a merchant signs' | his name to au advertisement or when j a manufacturer stamps his advertised trademark on his product he must make good his claims for your pat ronage. Those who advertise know that in this period of keen competition the ! cost of selling yon an article fer the first time is sc great that no profit1 ?3 left. Often a merchant really loses i money in order tc bring you into his j store. He realizes if his business is I to be a success ycu irust rpturn and make other purchases irom him. And : only through satisfactory service and '?? meritorious goods can he win these ; repeat purchases. In building up a great business a merchant or a manufacturer invests enormous sums of money in advert?s- | ing. If the article that he sells to you by this means meets with your approval, and you buy again, then his investment brings returns and his business is a success. If not. then all is lost. So, by advertising, the merchant proves his own faith in the goods that he has to sell. Every dollar that he spends ir. advertising is at stake a guarantee to you of quality and i service. That is what advertising means to , you, the consumer-that is where it j ls of real value to you. Merit is i never a matter of chance when you j buy from the merchant who adver tites-it cannot be. And that is one thing that impresses me about adver Using. Better Goods Demanded. One of the greatest causes of the high cost of living ls the increasing tendency of people to buy the better class of good6. "If you want a great bargain in a hammer gun," said one of an adman's acquaintances, "go down to R where they are offering Borne very good hammer guns at rock-bottom figures, just because most people want a hammerless these days." The advertising man wanted a gun and he went down to see the bar gains. They were barga!1"!, too-no doubt about that. But the marked down hammer guns did not have the fine finish; they did not have, that su perior look. The advertising man put them down and asked for a new gun of well-known make-high priced, but having the thoroughbred look in every line. He put it to his shoulder; he fon dled iL No; he didn't buy a bargain gun. Though he hunted but little he wanted a high-priced gun for that little, and he set bis heart on it . Whether the gun selected ls worth three or four times the price of the bargain guns is open to question, but ita advertising and its fine finish make it seem so, and that is what counts. FIRE INSURANCE E. J. NORRIS, Agent Edgefield, South Carolina Representing the HOME INSURANCE COMPANY, of New York, and the old HARTFORD, of Hartford, Connecticut. The HOME has a greater Capital and Surplus combined than any other company. The HARTFORD is the leading com pany of the World, doing a greater Fire business than any other Co. See Insurance Reports Ii PRUDENTIAL LIFE "HAS THE STRENGTH OF GIBRALTAR." E. J. Norris, FIRE AND LIFE INSURANCE Save Time and Morney D Your horses may be attacked with colic at any momt-nt. Death muy ri suH. In any event, you will leso their services foi several days during this liusy season unleir r'ompt, effective treatment ls gi vea. Colic Cure .Vlc-Sl r)ir,u!(l be ker: ^ hand for this pRtericencv. 1 will cur? ? very c.s*e Quick lreattfc?-nt :s hoi r. Save your holies: don't lo*c ?heir ?trvice?. is .-. standard remedy tested throuffk mas:-' :,?.;irs. "lou.- Mwaey Badi If Ii Fails" Stw li 2o<i?? i'ree W. E. LYKCH & CO., L. T. MAY, JOKES & SON. TIKMONS & MCI GA\, Edge?e'd, and S. T. HUGHES. Trenton ??IMHEARD IR8?-THE MOST!RELIEVES PAIN AND HEAL EFFECTUAL GENERAL T??IG AT THE SAME TIM Grove's Tasteless chill Tonic Combines both ! The Wonderful, Old Reliable Dr. Porter', in Tasteless form. The Quinine drives Antiseptic Healing Oil. An Antiseptic out Malaria and the Iron builds up the System. For Adults and Children. Ycu know vrhat vou are taking .when you toke GROVE'S TASTELESS chill TONIC, recognized for 30 years through out the South as the standard Malaria, Chill and Fever Remedy and General Strengthening Tonic. It is as strong as the strongest bitter tonic, but you do not taste the bitter because the ingredients do not dissolve in the mouth but do dis solve readily in the acids of the stomach. Guaranteed by your Druggist. We mean it. 50c. Surgical Dressing discovered by an OldR.R. Surgeon. Prevents Blood Poisoning. Thousands of families know it already, and a trial will convince you that DR. PORTER'S ANTISEPTIC HEALING OIL is the most wonderful remedy evei discovered for Wounds, Burns, Old Sores, Ulcers, Carbuncles, Granulated Eye Lids, Sore Throat, Skin or Scalp Diseases and all wounds and external diseases whethei slight or serious. Continually people ar? finding new uses for this famous old. remedy. Guaranteed by your Druggist Wemeanit. 25c, 50c, $1.00 There is Onlv One "BROMO QUININE" Look for signature of E. W. GROVE on ev That is LAXATIVE BROMO QUININE ery box. Cures a Cold in One Day. 25c Designed and Patented in Ever Since ?Kl.I SLATE Roofs put on twenty-six years ago are as good as new to-day, and have never needed repairs. What is the result? Why practically every other shingle manufacturer is trying to imitate it, so be not deceived -look for the words "Cortright Reg. U. S. Pat. Off." embossed on the corrugation. It is put there for your protection. Accept no substitute. For Sale by Stewart & Kernaghan I Don't Read IIf not interested. Bu' *ou are obliged to be interested where mon ey is to be saved in the purchase of necessities of life both for your self and livestock. We are now in our warehouse, corner of Fenwick and Cumming streets, two blocks from the Union Passenger Station where we have the m09t modern warehouse in Augusta with floor space of 24,800 squa.e feet and it is literally packed with Groceries and feeds from cellar to roof. Our stock must be seen to be appre ciated. Our expenses are at least $450.00 a month less since discon tinuing our store at 863 Broad street, and as goods are unloaded from cars to wareheuse, we are in a position to name very close prices. If you really want the worth of your money see or write us Augusta, Ga.