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An Announcement We are preparing to take care of your Wheat* either by milling into FLAVO FLOUR 'Nature Flavored", or by buying the Wheat outright. Our Mill will be ready for work just as soon as your Wheat is in good milling condition. FLAVO FLOUR once used, nothing else really satisfies. Bring your Wheat to us and get the best flour that can be had. SUMTER ROLLER MILLS SUMTER, S. C. Manufacturers of FLAVO FLOUR-"Nature Flavored" 000168 II HE FMKI ImiVRVV mi 1 Ulli " WWII I ? HOW M?>-WESTERN METROPOL IS MADE RECORD IN* SECUR? ING RED CROSS MEM? BERSHIPS. William H. lUiikin of Chicago Ad vcrtif<ing Agency Mis Story of Big Advertising Campaign Which Proved it* Effectiveness and Set Preoetlent for Nation. ?I? The attention of the entire country is being centered on Chicago. 111., as the- greatest Red Cross City in the world. b Advertising did it, and Chi? cago citizens are as proud as a pea? cock of the feat they have accom? plished through persistent use of pub? licity, as the quickest means of se? curing new members at the rate of hundreds per day. The story of how Chicago put itself on the map as the premier city for Retf Cross honor* makes interesting reading not only for those interested in the work itself but also for everyone in any way Interest? ed in the power of advertising?"the modern Aladdin." Mr. RankJn's Story. William H. Rankin, president of the William H. Rankin Co.. Chicago ad? vertising agents, tells the story of Chicago's campaign as follows: 'The value of advertising space to the government has had a real test IB Chicago. 36 full pages of newspaper ?pace were used to help secure Red Cross memberships. The goal?15'),. 000 members in thirty days. The re? sult?through advertising, over 300. 000 members, and the returns not ye', all In. "Chicago was the first city in thi> country to have 17,000 members of the Red Cross. The initial try-out campaign to set the pace for other large cities was conducted Just on< year ago. It was a big success. "Other cities patterned their cam palgns after Chicago's initial try-out ?nd the results were gratifying. President Wilson, who Is also presi dent bf the Red Cross, decided that instead of 300,000 the Red Cross should have a million members. Chi? cago was again selected as a test t< set the pace for the rest of th< country. "Backed by the Association of Com? merce, a Citizens Committee of ISfi members, the Women's Club, the Ad? vertising Club of Chicago, the Western Advertising Agencies Association, the Clergymen of Chicago, the executive committee of the Chicago Chapter of the Ked Cross, Messrs. Jamea Sicap son of Marshall Field & Co., A. A. Sprague II, Marquis Eaton, chairman of the Chicago Chapter of the Red Cross, and ably assisted in the handl? ing of the campaign by Walter I). Moody, canipa*?n manager and Chas. H. Wacker, chairman of the Citizens* Committee?used thirty-five full pages in the Chicago newspapers?the re? sult was 81.000 In nine days. 150,000 in two weeks, 200,000 in 21 days and over 300,000 members (more than the rest of the United States, Janu? ary 1st) for the Chicago Chapter of the Red Cross. "All the country is now looking up? on Chicago as the world's greatest Red Cross city?Here's how It was done: How it Was Done. "I was honored by being chosen gen? eral chairman of the Red Cioss mem? bership campaign to secure 150,000? Chicago's quota of a million Ked Croan members for the United Stales of America. "After a conference with the West? ern Advertising Agencies Association, representing the advertisers of the Central West, it was decided that there was no uso trying to dig R ca? nal with a spade. Ample evidence was presented to show there was a j real need for Red Cross workers, and from long experience the agents knew that only positive way to fill that need quickly was through the use of un? usual, dominating page advertise? ments, leaching the class of people desired as members of the Red Cross. "The problem was to secure 150, 000 members for Chicago In thirty ; days. At that time. Groat Britain had 1.000,000 members, France, 1, 250.000. Germany, 1,600,000, Japan 2.000,000?and this country, as al? ready stated, only 300,000. "Chicago had 17,000, St. Loin, bad 15,000; Cleveland. 60,000; Pitts? burgh. 60,000; Boston 60,000, and New York 115,000. "it looked a long way from 17,006 to 150.000 in thirty days. "H. J. Hill, membership director of tbe Red Cross from Washington, sub? mitted all the plans that had worked successfully in other cities. Person ;il work, backed by circular letters i w is the best plan, from past reports. "What about advertising? Mr. Hill was asked." "Yes, we've used posters, car cards, window Aisplays, and we've tried i few advertisements in tbe newspsp* r In Boston and New York but it did not bring results. What would thirty-live full pages in the Chicago newspapers do? "Mr. Hill stated the Red Cross could; r ot afford any such campaign?1 wish the Red Cross could afford it. hut that would cost $25,000, and we cannot spend the Red Cross money for that amount of advertising. "A plan, which is now called the Chicago Plan was then submitted to Mr. Hill by the Western Advertising Agency, in which they agreed to have the business men of Chicago pay for this advertising for the Red Cross. "Mr. Hill was enthusiastic?but will they do that? Tue "I Win*1 Spirit. "He was told that the I Will' spirit of Chicago would get behind this campaign and the Western Advertising Agency would handle the copy with? out cost, and with the co-operation of Chicago's great newspaper represen? tatives they would sell thirty-tive full pages In Chicago newspapers to Chi? cago advertisers. This they did. "The copy and layouts were so ar? ranged that the great business houses at Chtcaffo'aml the four larKewt Itank < s lent their names not only to en? dorse the Re<l Cross hut to urge every ii an. woman, and child in Chicago to jolfl the Red Cross. "The effect was like magic. "Hig business houses, railroads, c til s, suburban cities, vied with each Other in offering their support to sc cure mem ben for the Red Cross. "At the first meeting of the Citi? zens' (Committee of 826 leading men and women of Chicago, over 166,000 n embers were actually pledged. The goal had to be changed from 150,000 t< 2T.0.000 over night. "Seventeen full pages In the news? papers wore used the first ten days of the campaign, and over 100.000 members were signed during that time. At the end of three weeks over 100,000 members were secured, ami i t thirty 'lays after the campaign started, 800,000 members were enroll* ed for the Red Cross. "Because <>r the fact that the $2.00 membership was featured In tho news paper coupons, and the $1.00/mem? bership printed after the $5, $1". $2! and $10(i memberships, a larger per rentage of $2 to 100 membership w ic secured In this campaign than in any Other. The direct returns by mall?coupons signed brought In more than enough money to pay foi the advertising. "Receipts from all sources ranker from $1,606 for May to over $S0,00C or May 23rd, which as the peak o the campaign. The average received fi >m each member was $1.66, whirl is far above the ave: ige of inv othei campaign, Kenllworth, in., n suburb of Chi oago with less tha/i 300 homes, g?ve the lied Cross C05 members and over $1,100 in cash. Evanston secured 6, 700 members, Oak Park 5,000, etc. President Wilson'? Message. "President Wilson sent a message to the Campaign committee as follows: "Chairman Citizens' Red Cross Com? mittee. Chicago. 111. "Chicago s proposal to enroll one hundred fifty thousand members In the American Red Cross is a splendid ' vidence of patr iotism in the misfor? tune of war. Men who are willing to give their lives for the defense of their country deserve to find the people they protect prepared to care for the sick and wounded. A large, well organized and etllcient Red Cross is essential for such a result. Therefore, it is both a patriotic and humane service that is rendered by every citizen of this country who becomes a member of the American Red Cross. 1 am deep? ly gratified by the recognition this fact la receiving everywk*TO, and \vi*m yon and your associates every success in mobilising Chicago's patriotic im? pulses for effective service to the na? tion. ? Woodrow Wilson." MOoV. Frank <>. Louden supported the campaign in every possible way tand sent a message to the people of Chicago congratulating them. "The organiaztion work back of ' this campaign was superb, and at a 1 11 recent meeting of the Citizens' Com- i mittee. Rev. M. A. Adam:; stated that , the newspaper campaign conducted 1 for the Red Cross by the Western Ad- I vertising Arrents* Association and paid ( for by the leading business men would {{ %0 down in history as one of Chi- ! cago's greatest ac hievements. j< "The cost per member signed (even < had the Rod Cross been called upon \ to pay for the advertising) was j much le.-s than in any other cam- i i limi of any size heretofore conducted ?.villi or without advertising: In fact, ' < less than one-half the cost per mem- < ber of a campaign for 1 25,000 con- , lUCted by one Of our large cities with ( u? a small advertising appropriation. ? "Nothing succeeds like newspaper ( advertising Is more nearly true today ' than at any time in history. i "We actually spent less than $15,- , 100 and the Red Cross could well have j ifforded to spend $25,000 themselves 1 to secure the results obtained. The ampolgn in New York cost 20c per , member/' ,, - ?: Big Revenue Producer. In proportion fn jfs 8jZP( Monaco nrajjufp* n richer royal revenue tlmn ny oiin r country. < WIDOWS MITE SAVED. Woman's Plea Touches Heart of Would-be Highwayman. Maiinette, Wis., June 15.?Plead? ing that she was a widow and had no money. Mrs. Peter Nelson touched the heart of a would-be highwayman while she stared into the muzzle of a revolver in the street here one r'?cht recently, according to the story told in Municipal Court the next morning when Joseph Martiney, twenty-one years old, of Sheboygan, Wis., was arraigned, charged with in tent to commit robbery with a dan? gerous weapon. "Throw up your hands and come clean," was the demand which sud? denly greeted Mrs. Nelson she said. Badly frightened she complied with the request, at the same time plead? ing with her assailant. Instead of searching her, however, the gunman dug into his own pocket and produc? ed a 5 cent piece which he gave to her, saying: "Get yourself a loaf of bread." Martiney pleaded guilty and was bound over for trial in Circuit Court. THE UNIVERSAL CAR To Ford Owners: The Ford Motor Company, of Dstroit, appointed ut authorized agents for Ford cars In this territory, to properly represent Ford interests, to give service to Ford owners. The Company in re? turn demands that we equip and maintain an adequate service station, employing competent Ford mechar des. using only genuin?? Ford-made materials and charging: regular Ford prices. This is the service we are giving to Fc rd owners. Materie1? workmanship?prices, the standard of each guaranteed. When your Ford car needs attention, bring it to us. and get the bene? fit of expert Ford mechanics. We give you the assurance of gen? uine Ford service, with genuine Ford-niadc parts. Ford cars Runabout $345; Touring Car I3eu; Coupelet $:.<?:,; Town Car $0!?.'.; Sedan $0 15. all I. o. b. Dotroit. SHAW Phone 553. SUM TER. S. C.