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(Tbtoolatcljman ^outbroiu * B o Pabllsliol Wednesday and Saturday. ?BT? OSTEEM PUBLISHING COMPANY 8UMTER. 3. C. Terms: 11.10 per annum?In advance. I ? Adrertisemeuts: One Square first insertion.11.00 ?very subsequent Insertion.(0 Contracts for th.ee months, or loafer will be mad a at reduced rates. All cornmunlcotlone which sub? serve private Interests will be charged for as ad vert la amenta. Obituaries and trtbuces of reaped Will be i barged for. The Suinter Watchman waa found ad la 181) and the True Southron In lift. Ttoe Watchman and Southron now has tha combined circulation and Influence cf both of the old papera, and la manifestly tha beat advertising medium In Suinter. ? " -JL V I >\ I '.IM I "I \ <. TH AT I'AYS. Many milliorUI "t dollars He spent annu.tlU < ? olvcrtialng, and much <>t It is wasted. It is wasted because advertisers du not e\- n ire, Intel? ligence an I s..,md Judgment in select tng th?< mediums that will reach and Influence i he people whose trade th??y <*e*ir\ One dollar expended in the newsf apor with the reach and th?? pull pioduces greater results than ? ?ro? hundred dollars worth of ipaeS In another newspaper that does not reach the ight people. This is >he tlrst and most Import? ant consul, ration for the business man who darts an advertising .?am palgn?whom does he want to teach and how mav h.? reach them most ef? fectively and e< onoinicaly. The man' who s competent to manage a ausl ness Knows his territory and has u general acquaintance with his clietitile. With this as a starting point the se lectlon of the advertising medium is not a ditllcult matter, if one goes at it In the rlgrt way. for it > an he re- , I need to the accuracy and certi inty *aj| a mathe nati'-al formulu. There are Just so many people 11.? Ing In a certain aeSfl'ota (the cen? sus report will give the figures); these ? Pie can be divided into t iree owes?the well to do. those In com table < lr< umstancea and the poor? d tb^ tri '..? of thla terrftnff 1?? *flt? Mi .i pfamafUofi to the spending illty of tha several class*-*. Tan ' t : ? b t.u: ->s man ,.i n?| ? ?aaa tacts and It he exercises tlia me car.- In buying advertising sp.*ce at he .leM in buying goods he. will st of all lud out what classes and Tat percer tage of the t(dal pop i?a ..?n a newspaper rea* hes before bUJT* Ing advertising apace In it. The i ub llsher who has a worth-while pn no aition will siow a prospective ad' er I tlser that ho has both quality md quantity in circulation. The pub Maher who has the goods does not deal In vague and glittering gene al itles, auch at "the largest circulation in the ?nun or State." "every? body reads my paper," hut is ready s| sll times to meet the man from Missouri on his own ground. The isineH? mar who fjajsj into the ?d vertlalng gurte as a business mattcr and not as ?. hit or miss speculation, always insists on kr owing what he Is having an I the publisher who \* a business m in and not a promoter Ql rainbows wll! gladly und speedily f ir lllsh the fio ts that will convince The advertiser and the publisher hav ng reached this basis of understanding the buying and selUng of advertising space Im ?r?-*!*''- a business transact!' n. Hut. unfortui.atelv. the average basl ness man does not regard advertising as a cold budness proposition?some I treat "t as s necessary evil because his competitors advertise, oth is think it a ga nble and take an occas? ional tlyer it about the same spirit | thut they o. i asiioially invest a hun? dred or so ii October cotton. Still others "take an ad" with some Im? portunate solicitor as they would sub? scribe for a ' pictorial History of the Holy Ijind' I ? get rid of a thread hare i.;i agent, and many go at it In a hit or miss manner, running the same eopy In all the new spa! ?ts pub? lished ir. their territory, expecting to ' catch 'em a coming und a golnt.." This sort of advertiser is the most hopeless of nil from the puhli?hc s point of viev . for they waste their money without knowing where It is Wasted and tiatili results without knowing how or whence they cane. The worthiest* ?r marly worthless! sheet es. apes blame for its inefhVicn v and the productive medium receive-; no credo for Mi aflJI iemv in bringing results. In advertising as in all oth r tlnngH. every ti b should Hand on us own iMdtom. and the ne* pa pi r thil has the a SH al> 11 Ol and the trade produ- mg pull With the people who have the needs and the means thtt nake them nought after customers anks nothing more than t > be p it t#. the tent Seeing Is believing Is their BjmitS and they are always reaC\ In show th-.se who want to s.??? rrlnters' In i spread on white paper does not cns'iluie id.crtis.nr The selection of the medium is Important, for without u medium having the ragen and ihc pull the beat copy run not accomplish results, but even the best medium must be re-intoned with clearly ex presse*? and attention? arresting advertisement* some of the hit or miss advertisers have the kleg that I big space full of big black type i* an advertisement, and the big? ger the space and blacker the type the better the advertisement. There m-v >r was a greater mistake. The worth am! productive power of an adver? tisement is in exact ratio to the ideas it contains. Therefore, the man who de ides to spend money on advertis? ing space should first of all have In his own mind a clear cut conception of what he wants put in that space then he should reduce this idea to the fewest and most forcible words possible. In other words, hit the reader squarely between the eyes with an idea. If the advertiser has not the faculty of expressing his ideas in written words, then he should Und a man who can write to do it for him? the idea is the main thing after all. Next in Importance i? the arrange agent und the effective ami attractive display of the advertisement?the task of the printer who sets the atl VertleeSJienta Many a good advertise? ment is butchered and its effective n? sn destroyed by a printer who has no sense of proportion or artistic conception. Itut the printer who knows how treats each advertisement so as to bring out und emphasize its strong points and make prominent the idea. This briefly summarizes the funda? mental of advertising for results, and the business man who buys space should know what he Is doing, how he is doing it and what he gets for his money. It has been ndlcated how to plan and conduct an advertising campaign, but it has been reserved to the last to suggest c method for ascertaining. The simplest and most practical method of checking results when trying out several newspapers that circulate in the same territory Is to use different copy in each of the newspapers and feature some special article or line that will attract the attention of the reader. Then have the clerks make note of the results. A comparison ol results will show which medium is profitable and which is not. sfxlixc; cotton roil fvtvki: MLIVSRY, Tack in July and August when there was some prospect of an aver? age crop of cotton and the possibility of only fair prices, quite a number of farmers and lien merchants wars Ol the opinion that cotton would be well sold at 10 1-2 or 11 cents and they accordingly sold cotton for future delivery?some at 10 1-2 and others at J 1 cents. Now that the time of delivery is at hand they are having It once again forcibly rubbed into them that hindsights are better than foresights. Although it is tough luck to accept n loss of $15 to $20 on aach bale those who sold one hundred, ?wo hundred or more bales are, withrare eM - ptions, taking their medicine li M men and delivering the cotton as they contracted to do. Only a few days ago we met a farmer on the Street, who had a bundle of cotton Samples hi bis hands. We remarked to htm that he should have sold in the forenoon as the market had de i lined. Ills reply was ' I an? not worried fOf I know I shall get eleven cents *' Not SSetng the point, we said, yon ought to get more than that as ttu- market cloesd around li 1-2. Then he enlightened us by aaylnf that he had sold HI bales at 11 cents ami was making a del., cry on contract. He was not orylng over spilt milk, although he did have i case of dry grins. He took a philo? sophical view of the matter, never? theless, and consoled himself by the reflection] that when be sold h ? thought 11 cents a mighty good price and would have .sold mors the n"Xl a seh if hi could have found anybody t?? buy it. This man is typical 01 tic average farmer Of this country?if he makes a bad bargain he sticks to it ? hr makes good and keeps faith even though ha loses money. f??r he holds real io the conviction thai s good name and tin- reputation of his Word being as good as e bond Is worth more tti.hi the profits on a few hundred bales ol cotton, This man said thai II thi bOOl had been on the other leg, it tin- bottom bad dropped out of the COtton market, lie Would ha\c delivor <-,i tb?- cotton lo the buyer and grould havi received 11 cents, irre? spective of the market price, and thai he could not repudiate his contract t? deliver the COtton and still call him elf an h??nest man. This is mighty I business morals, and it takci good krlt for a man to live up lo It, .. hen be has s short ? rop, none too great proAti In ?? al best ami med?. the n ones to pay bis debts. Mn the other haand the men who refuse t?> deliver Ike cotton thai they sold are makli i more money and may de? fend I heir action on Ike plea thai it ii good business to look out for number one. but ike) hnve only the money In romptnaate lh<*m f"> I he breach of faith, Bui If they ale satisfied tin genera] public ought not to be too con* eorlouit Putting utricle consideration of the financial loss sustained by those who are delivering cotton on contractu and the moral turpitude of those who are not delivering what they sold, it is worth remembering that it does not pay in one year out of ten to Bell cot? ton for future delivery. Nine times out of ten the farmer who sells hia cotton for future delivery ia bearing the market and helping to depress the price ot his own product. VIEWS FROM DALZELL. News? Notes and Comments of Little Town. Dalaell, Sept. 24.?Alter the rain and gloomy weather of last week we are having rather cool, but beautiful weather and the hay makers are making use of it. It did rain scan? dalously last weak and these people did not do 9 thing hut sit by and let it rain. Bd Oxendine said a few days ago that he was looking for something had to happen In the ele? ments. That he met a frog in the road a short time before the rain set In. If 1 pee one coming in the road during cotton picking season you may bi sure J will take roundance on him. Messrs. Rodney Chandler of Re n bert and B, s. Dunbar of Dalaell left this morning for the Bailey Military Institute at Greenwood, S. C, where they will take up their studies for the winter. We wish the hoys great sue- , cess. Mrs. G. K. Way is now on a visit among her relatives and friends over at Floydale in Dillon County, and the preacher is keeping batcheloi's hall this week. I don't like this batch elor hall business. The painter with his artistic sk n and nimble brush commenced today beautifying the Methodist church at Dalzell and when he is through we will have a pretty place to worship. This cool weather very forcibly re? minds us that the season is rapidly approaching when we will have to put awa> our straw hats. Some of i H think it a heathenish custom, that a fellow can't wear his straw hat on an 1 on. Here it is that some ol us have got to go down In our jeans to gt t the means if it is there to get a Stet? son, or something else, and if it is m t there, goodness knows what will be the result. Ov.r rural policeman, Mr. Seak, went out a few nights ago collecting and brought In enough pistols to start up an army. We think If he con? tinues to have such luck in the ?ica'.' future, we will establish an arm:* here, and then if Huerta and hi el crowd decide to invade Uncle Sum's territory, they had better keep shy of Dalzell, it they think anything ol their anatomies. That fellow 11 u - erta is rather a saucy chap, \vi- be lieve, but he had better be a llttl? careful how he shambles around here Among other fortunes and misfor? tunes, tiie liens have struck an i we are in a condition sure endugh. it one forgets and lays an egg, she makes so much fuss about it, we are almost afraid to eat it. We have the horse shoe hanging up and bo much luck you never saw, good or bad, but mostly bad, all of the time. I believe some of my neighbors have two shoes i hanging up which may be the -trou? ble. , MORE CHINESE COME. Alarming Increase in Smuggling of Celestials. Washington, Seid. 24.?An Increase In smuggling of Chinese into the United States, alarming in its propor ti< us, has induced immigration au? thorities to redouble their vigilance, particularly along the southern and w< -tern borders of the country. Early next week Richard M. Taylor, immi gratlon inspector at large, will begin a trip along the southern border <>! the country to nee that special pre? cautions are taken. Later he Will extend his trip to points on the Pa? cific coast. Scores of Chinese recently have been apprehended in the United States who gained entrance across the Mex? ican border. Many passed through this country to Mexico, ostensibly to become laborers on Mexican planta? tions. Some of them were arrested on the American side of the border within ten days of their arrival in Mexico. All are being deported to China. Saloniki, Sept. :'.'?).?It is reported from Berat, 30 miles from Avlona, that ISssad Pasha has proclaimed Al? banian autonomy under the Busereign ty of the sultan and has ordered Ismail Kemal Bey, president of the provisional government, to leave Avlona. Notice ok' Teachers' examination. The regular fall examination for teachers Will be held at the court house, Friday, October the :5rd, be? ginning at 1> o'clock. The questions Will be based on the State adopted text books. J. H. HAYN.'WORTH, County Superintendent of Education. (f Do you want your infant to be comfortable ? Every mother does, and father does too, when he takes time to think about it. Q A Hay wood cart will certainly fill the bill. We have some nice ones that we are going to sell at bargain prices. {f Of course it is late in the season, and if we can get cost for them we will be satisfied, and a baby buggy is something that when you need it you just have to have it, whether it is for a future democrat president or a militant suffragette. 11 We also have a full line of folding go-carts and modern up-to-date sul? kies. If you don't trade with us we both lose money. Carolina Furniture Co., 18 N. Main St., Cherry Bros. Sumter, S. C. Sole Agents Globe-Wernicke Elastic Book Cases We Are Now Prepared t ? gTU To take care of your wants in the season's newest nov j\ elties in Ready-to-wear and accessories. Also the newest creations in millinery. We have on display a large assortment of very pretty evening dresses that vou will be pleased with and the prices are right. Will you allow us the pleasure of showing them to you ? The Ladies' Outfitting Co., Opposite the Postoffice J. D. Lemmon, Mgr. Mrs. L. Atkinson, Milliner and Corsetiere I > I All Good Business Men | T t run-act their financial affairs through their hank. Do you realize ?4- that this fact is one of the reasons for their success? It Is not + the only reason hut one of the main ones. Their reasons for us T ing a hank is sound, the advantages many. The ifJMMM ere just as sound, just as strong, just as applicable to YOl'll financial af? fairs?no matter how large or how small they may be at this time Come in and talk witli us about this; let us explain to you just how an account with us will help you, how it will increase your chance for success. Fir^t National Bank ? ? ? ???????????????????????????MM' M+? The Sensible Thing ====== to Do ===== It's more sensible, and should be more fashion? able, to have a good bank account than to wear line clothes. Bank with, and you can bank on, us. The Farmers' Bank and Trust Company. # Quick Service The Bank of Sumter Has Just Opened a DEPOSIT WINDOW To expedite the business of its patrons. Paying Teller and Receiv? ing Teller Quick Service r PORTRAITS OF CHILDREN KB? ST*. Tin ?'pedal < are we take In making our Portraits of Children insure* furo ?. iilcMires NATUUAI.NKSS the never failing remtnJer of child IkmiU's 11;11 p> liours ? source of pleasure to you belli. Will you not call foi a kII t inu or an enitageiueut) Winburn The Man Who Know* Portraiture, Sell* Picture Frames and does Kodak finishing 10 1 , SOUTH MAIN STREET. J