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no .. .l'.‘.=w-r.. o.‘=r:'=]1.. V , Morning Dolly (founded 187). M-00 por your (delivered) in advance. ll Prolldontr-ldllor A. A. lartlott '

J. I. Iurnott, D. K. Gurrio, 1 '

Editor and Publisher. hoonlats Editor.

nnlnnllil

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The Motorist

'Newspniier frtisihg`

...an ._.. ‘

Successful Merchandising

~'l~\¥ at as an vi it dt "5 W At VP 45 *kv !~ THE DAILY HABIT OF NEWSPAPER

READING

chant covers his own- comm i Il1\'0ush_.u0wsppner advertising, ,so , ' - the national advertiser who employs

newspaper space covers the list of loc- "

:_:=\_y__f;opfo|$_ __ _gpdfwesk

'_ ..,_,./ ec..-

THE NATIONAL ADVERTISER

ln the Iameway thot- the locelimer-

un ty

` Exhibition '

f""~ I 'ffitvf f '-*” P "' :Nami-: sE|.|=-lem-rss wi-len ‘ I 'rho list me cos: cron rom e

FRIDAY, SEPTEMBER 19, 1919. _

¢ 'P' H ' "` “tr” P 'vt' , L

. THE LIBERAL PARTY.

_.__._0.__---1

The future policy of the new Bell Government is

clearly indicated in yesterday’s Patriot. It is to tell a tale of woe, to repeat it, to dwell upon it, to weep day and hight over the alleged sins of omission and commission by the Arsenault Government. This policy may fit in well with the Patrio`t’s own peculiarities but the people will look for something more practical. What the peo- ple are looking for now is fulfilment of Mr. Bell’s promi- ses, not tears or wailings over the allleged sins and short

comings of others.

It is reported that Mr. Bell claimsthat an examin-

ation of the finances of the province shows an excess of expenditure over revenue to September 9th of $130,-` 000. Assuming this to be so it must be borne in mino that this is a record of income and expenditure to date and has no relation to the actual condition of the pro- vince. The outgoing government provided all the nec- essary stores and material for the Public Works Depart- ment, including Falconwood and other institutions for the ensuing winter and paid for these before demitting, office. These stores and material are on hand and their value must be taken into consideration against the

amount expended.

On the other hand the revenue of the government

has not all been collected and this also must enter into S calculation regarding the finances of the province at the date Mr. Arsenault handed/over to Mr. Bell. Notwith- standing this we anticipate from the Patriot’s article yesterday that the government is preparing to spread the report that they were unduly handicapped on tak- ing office, by a heavy deficit on the year’s operations. It-

is well that our readers may know the facts before belngl going ani.

misled by any cock-and-bull story in the Patriot as fore- C shadowed in its yesterday’s issue.

». TIIE \\"lI1TE \VAS1I BRUSH.

_ A certain writer has said that no newspaper which took truth for its standard would make a pecuniary suc-

ing that no minister who told the truth about his con- gregation, alive or dead, would occupy the pulpit much longer than one Sunday afterward. The press and clergy go hand in hand with the whitewash brush, rosy spec- tacles magnifying little virtues, and ‘blindly throwing little deformities into oblivion. The rpulpit`, the pen, and the gravestone are partners in saint making.- Carnduff Gazette.

-----o

Tl{A_1"l"IC RE(iULA'l‘IONS

With the increase of automobiles it is to be expec-

ted that accidents will increase and this province has so far been more fortunate than many places in its acci- dent record. There havebeen several accidents, one of them fatal, some of them serious; some of them unavoid- able; some, the direct result of criminal carelessness or

drunkenness.

`,§ With the best of care there will be accidents with automobiles as well as with horses, with threshing mills, with circular saws; those arising from carelessness, drunkenness or other want of common sense are pre- ventable and when they occur some one or some system is to blame. Evidences of carelessness, of drinking, of want of ordinary common sense are usually present be- fore these characteristics have had an opportunity to reveal themselves in fatal or other accidents, and they should afford sufficient reason for the authorities to re-

fuse licenses.

Complaint is made that licenses are granted with-

out sufiicient enquiry; in some .cases to persons addicted to drink and that licenses suspended for drunkenness and unruly driving have been reinstated without any evid- ences of repentance or reform on the part -of the licensee If this is so it is simply courting trouble for some one,

probably for some innocent one.

We have stringent regulations, regulations, which,

if applied, would take a drunken driver or speed fiend and which would land an unruly driver or speed fiend in the police station. Unapplied and unenforced they are worthless. We have laws regulating speed at crossings and on the streets; laws specifying the side of the street to drive on; they are not enforced and the fact that we have 'had so few accidents is not due to our bye-laws.

The only way in which the bye-laws can be enforced

is to place a traffic policeman on the most travelled cross- ings and compel both autos and teams to regulate their speed and take the proper side of the street and, when they refuse, to have them arrested. While we have had comparatively few accidents- we have had enough to teach us that under certain conditions, such as drunken- ness, fast driving, taking the wrong side of the street, etc., accidents are possible and we should not wait for

_a tragedfy to enforce the byelaws. In all cities elsewhere _‘the traf ic regulations are the most stringently enforced _of all their laws, simply because unregulated traffic in its present ‘dimensions is the most fruitful cause of acci- dents. The sooner we take this matter up the better it .will be for the city.

_f-._

_ NOTES.

" 'When Dr. Johnson said that a`~man could not be

employed than in making money he was

counterfeiters, nor profiteers.

my engin9'is hot- and I throw off ignition-switch, it will not stop mediately, ,but makes several noisy explosions and finally seems to turn heckwards for si revolution or two.. Why is this and is there any prev

tative for it?

lights on n Ford. when the engine

s here about lights and I have had fr

from dry- lg r a, g

but the latter is the more satlsfaciio

siallation calls for a greater outlay the beginning. Special storage b teries, of such dimensions ag to under the Ford rear seat, are on th market, having sufficient capacity

_ _ maintain the tall lumps, when the car

cess. The press might return the compliment by remark- is

one side lump when it is standing, fo from one to two months of scrvicg o one charge, dependent upon the co ditlons of operation. The expense o having such a battery recharge should not lie over 75 cents.

the e bet e y g

measured here and in England? have been told that the English gal lon is larger than ours.

: ni d St t St

merely indulging in a general- ,,,,mh_ __ _

IDB 0118 Of Wh() he llBd 9. f8.ll‘l 00d ‘Just sive *till the Hester stops giv-

' STOPPING

>r» Q

' l

R. E. D. wrlt°|: Sometimes, when

the im-

hulf.

BATTERY LIGHTS ON FORDS

D. P. asks: Do you consider it

hut clown? They are- very “fuss

an be successfully operated elth

cel o stora e batter

our-ce of current, although its

in operation, and the tail lamps and

TWO KINDS OF G-ALLONS

S. P. asks: Who.t difference is r w en the wa :isolino is

Answer The U te a es and

23 bi in he

ard gallon contains 1 cu c c s and the British imperial gallon 277.2f cubic inches. Thus the Brit-

ish gallon is about 20 per cent. larger

than ours.

Questions of general interest to

motorists will be answered in this column, space permittingn Albert L. Clougs, core of this vlllce. \

__________.._._-

$$$$'5B$%$&$$$$$$* Ibaily Selections for

vi#

W Furnished by W. D. Louoon *F

W@$$#$¥$5$$$$$$*

A L|NE 0' CHEER

LONEL|NE8S

Lonely? Yes-'-

But lf you'd know reel loneliness

Back to the scenes -that once were

To find s. rubbish-bordered village

street

As you begin to build again The home you loved from ashes tha

remoln.

So long as wd live we must give

And that is one of the joys of living Perhaps some of us have wished that the time might come when we need not “give” any more. Than we need to read this true little message in

" ‘For giving is living' the angel said,

'Go feed to the hungry sweet

char-ity’s bread.”

'And must l keep giving again and

again?" _

My selfish and quenllous answer

ran.

‘0h, noi' said the angel, piercing me

B0 W YZ ' ,,,

VBTIOZ I *

Virtually every owewho reads, reads

il l18WSpll|)9l‘, 8VBl‘yWhBKB, €V€l')' dlly.

lt is one of the fixed nablts of life.

lin Canada and the United States

there are only 2,200 newspapers, pub- lished _in the \Engllsh language, with a combined circulation ot 29,975,127. Of those, 663 are morning newspap- ers and 1,648 evening newspapers.

|NsrAN1- Pue|.|c|'rv‘ '

Through thelnewspapers, the news

of the world and of the community becomes public knowledge within a few hours of its happening. Tile pub-

en- licity is complete and instant.

The most striking illustrations of

this condition are found in the ns-

Anewer: Evidently there is some- tion's experiences the past few years.

thing in the combustion space

one or more of the cylinders, whl becomes hot enough, when compr sion lakes place, to self-ignite a f charges. It may be carbon deposl

and you better have your engine

carbonlzed, or you may soon be tr bled by knocking and loss of pow Possibly you may -be using spa

plugs the ends or which becomes over-

heated or there may be some defe

in the head-casing, that forms

point which overheats, but this latt

is hardly likely. The reason the

gine finally turns backward is th the charges are self-ignited. while th pistons are going up, and the fl wheel has not power enough to car the piston over upper dead-cent

under which circumstances the ploslon pressure necessarily acts

produce reverse motion of the cron

We went to war ond Canada knew

Ch it over night-'tlirougu the newspap- GB' ers; An army was to be raised and GW the Government relied upon newspap- iB or publicity to notify men to volun- <1@- ter. There were 'bonds to sell, taxes OU- to pay, war funds to raise. r11‘0i>aS- ef- Linda to preach. and the newspapers Pls offered the great vehicle of publicity.

The newspapers hold their commis-

ct sion from all tho people as the med- “ fum of general ,public information. 91' The merchants und the manufacturers 9”’ who use their columns for/advertising at purposes recognize this broad iunc-- B tion ofthe press. Yet, oven though Y' there were no advertising, the news- YV papers would continue to live ds pub- °l" .ic necessities. . `

ex- ‘° zree oi air; other medium of advertis- k` ing, and cannot be snllfut all of any-

lihing other than printed. rmellluins._

This cannot be said in the some de-

_THE LOCAL ADVERTISER

Newspaper advertisers are divided

ractical to use li battery to run th_e_ broadly into two classeswlocul ad,,e,._

.sf tisers and general or national adver- ye tlsers. The local advertiser -is the mer- ` h 5 who advertises his establish-

“em trouble from tha tan “gms hieiiiit to his fellow-§own_spcople__while

. th :tional advert ser s usun y o e

Answer. The side and tall lamb: wlfonubvertises his product to the peg.

e ple of various communities and sells 3;: it through the local stores. in lt is pertinent to consider the suc- in cess of the local merchant as o news-

eper advertiser, since this has been

Tit; gnc of the big factors in attrlicilng U19 6 national advertiser to the ncwSli21ll0l`S_-

lwl-lAT'MERcHAN'rs s_PENo

Virtually lizllf of all the money spent

` for all kinds of advertising. lncludlng

the vast alnolints iuvolved___ill circului's und printed lu_uit0r. IS spent for nnvs- paper ndvertislng ‘bY BIUTC l\@\'=‘D“\°5 who appropriate more than $-50(‘.'l00.' 000 annually for this purpose.

They recognize the unlvciszll ills-

irlontlon or one ncwsii-incl' In ilwlf

iunitles und kIl0\V Ulé

several comn - nine or telling iw<>n1c_.\vh@r@ “ml

cg-1

hen the guilds they 0,ff;2`I‘ C7111 U9 oligllt. Trike the inost successful nifr- honis in :mv city in the country and

,I gnu will onli that llewsi»=>»r>¢=r.=1<lv°f-

tising is the backbone of their bus-

“_ ines.=_ Other mediums oi adve\.‘l'ls'li\r: 3 are :woilnlile for all ni' these instilli-

llshlnonts, but their use ls ueglifilllle in all cases.

DEPARTM ENT STORES

riation is based upon the esiiiiiotcd

_ volume of business--usually from two

to five per cent. ln the case of one metropolitan merchant who does 11 vglume of $50,000;000, (lla \'\€\VBDZ1D€l‘ eeverulsins dipenditure NHS =\b°“f $1,500,000 annually.

This advertising must produce irvm day to day as ‘well as build a reputa-_ tion for the store as an institution- For example: One department in the store asks that a certain amount of hdvertising space be devoted to its particular line of i;0ods‘ 119011 a cer- tain day, Compilations are k6Dl- W show the sales in _that d6D\\Yi'm@“l 5 the result oi the advertisjns. the xponse of which is a charge agilillsi

“_ the department. Failure is usually

th store u on the merchan-

bl d bf D

2 3; iigygr thve aé wrti_t;i_i__-rarely upon the

edlum of a ver S- it is an interesting side light 011 th;

_ 8 ¢F‘ constructive power ol neWSP“D9l' 3

verilglng to note that the SWB-t '3- portment store advertisers of today began as small advertisers a few Years

RSO.

WANAMAKEPJS BELTEFS

Cross gogsglie sea, and look upon the John Wanamaker took m $2457 the

0; those who come first day 'he was in business. Heséifgé

' t. ~

67 cents for change and spell

home . _ln newspaper advertising. I-le says

today: dm

“lf I ever have 11 monument 1°*

‘ ‘L d 2 overlng anything it will be for lind-

That gsggxgsynftérlrgoxje to rea o -ing out that the only advertising of And for the living neighbor find direct and instant benefit to both Ankar-

ingtend ‘chant and customer, is in the a Y

Only the thought of your beloved newspaper Of kl1°WH ¢|¥'°“l°u°“-_

dead, “All others are vanity and vexatgn

And e‘en the trees and vines that "To have learned _ this filcshoullq

once were friends greatly helped my entorprlseii, rg"

Charred stumps today, and fire- ofter there has been serious d gcomkm

blackened ends- lin sayin! 90 P“bU°’Y *md 1° 'ea _ 5_

Then will you know the searing £&\‘zl»u.n-2 i.. _.. _

press ’“

. Of utter loneliness _ I.

___,,______ .,.-,,gn.°__L>t._n

t »

J n st 9 D ls

.or all of them--one city' oi" one thou- sand. _

The natlgiial newspaper advertiser

has surveyed the collritry_ to ilnd out what his hiislnoss 'opportunities are in each section. iliidustrlsl, social and climatic conditioné are usually deter- mining foci/ors in such an investiga- tion. which"wlll_ also show the season- Hl Decuiinrit~les_of each market. ,

He recognizes in the newspaper thc_

one great consumer medium of adver- tising, because everybody reads it in, every community. It does not follow that everybody :leads his pn;-ticular; advertisement every time it is print.- ed, but ho knpws that everybody whom he wishes to reach .inany 'community l is reached every duy by the adver-_ rising vehicle which he -has emph,-_,». ed-the newspaper.

Alivllno Ar 'rl-is nE'rA|l._ER `

The national advertiser uses his

advertising not alone lor its influence- upon the consumer, ibut for its effect upon the retail dealer nndfthe johber. Indeed, some forms of national adver- tislngs are employed purely to make the retailer believe the manufacturer isadvertising extensively to the con-‘ 'sumer and that big consumer demand for the product will result. Not so with nowsirnper advertising. .

Now a er adveitlsin th unlver

,SD 'D " B. ‘ 6 -

sal consumer mediumhoffers the sure- st means of interesting the retailer because the latter sees in it the actual creation of business for his own store. The dealer is a newspaper render, too. Often he is a local newspaper advertis- er. And the manufacturer who asks him to support a product which is ad- vertised ~in -the newspapers of the dealer‘s city knows that he is stlilng the exact truth when he promises a consumer demand-that is, if there is any consumers demand possible through advertising.

In view of the appeal which news-

paper advertising exerts upon the ro- tailer, -it follows that new retail dis- tribution of a newspaper-advertised product is easy to obtain. It is also true that newspaper advertising done by the inzinufucturei' is successfully used to induce deulcrs to push pro- ducts ulready stocked, to feature them in displays und to recommend them to customers.

A Few cemcners EXAMPLES

Many experiences can be quoted to

prove thc foregoing condition. _

llulnphrey ‘l)`-Sulllvnn -invented the'

rubber heels which bear his name. Entliuslasin made hlim ri good enough salesman to interest a ‘iiiir percentage

r-al r but ther were man more

of il. c s, ‘ G ' Y ho could not interest in ills new pro-

duct nnd those he had stocked soon found the rubber heels stayed on their shelves because the public did not know ulhout them.

O’S\_illivan then decided to try news-

paper advertising. Through the use of the printed word -in the newspapers, he soon induced the public to call for O'»Sullivun‘s heels. The goods began to move and dealers who had refused to buy before now gave orders.

In the City of New York today it is

estimated that one out of every f_our persons wears 0'SuIIivan heels and

e__'_l‘_]_1_r;_ge};_;1(;‘_l;H;l;l; ;Ei‘;:`§__§§;‘; _?pI?;0p_» that 1,400,000 pairs of rubber heels are

ln use every day.

O’Sulllvan's heels ure nationally

distributed and their success is very largely due to newspaper advertising.

iSlx years ago Arbuckle Brothers

decided to put on the general market ii ‘lligh-grade coffee which until then had only been sold privately. This coffee was packed in tins and named

Yuhan. ___

First on advertising ca-mpsign was

prepared for the New York City news- papers.

Then Arbuckle salesmen with port-

folios contalnlng advance proofs of

the ndveitlsements called on New York den ers. They laid their portfol- ios on each deo.ler's counter and showed him each advertisement as ii. would appear in the newspapers.

They explained to each dealer what

this campaign 'would accomplish-that it would teach agreater number of people to use fine coffees-that il. would enable all dealers to sell more high-priced coffee than ever before.

Grocqrsi were ,made to feel _-that

they must stock Yuban -ln order to keep their stores up-to-date:

Before iv single Inch of advertising

appeared Arbuckle salesmen placed Yuban with 2,500 dealers in New York alone.

.ln 13 weeks after the advertising

campaign commenced, Yubnn was not oilly outselling all competitors in New York-but its sales exceeded those of

combined.

cess in 7 weeks.

sales had increased to 18,000 cases.

,$¢r\o0.r»0~

ailtles in viiueifile is doing business. I

all/other leading high-grade coffees

»ln Chicago Yuban salesmen and ad-

vertising won the uma splendid luc-

'lnstances of phenomenal successes _ - ~ ln individual markets where good I ` [lad/3“‘nt5° If desned i salesmanship and newspaper advertis- ing have worked hand in hand can be

cited by thousands. - _ lx -During the first 11 months of 1917, ` ll GS.

the sales ofil-lolland Rusk in Philadel- , » N

phia were 6 0 cases. 'Six months later

during which period a newspaper ad- 123 Kent St*

vrtiiilng campaign had been used these .

‘ln the city of Washington the sales ` , __ _ - ,_ g _ '

_ . , Headquarters

5/Je l

` AEQLIAN-

V,oc¢i.ioN

llL00ll c"

IIE RE is nothing _ ‘ phonogrnohic in the

. , .

exquisite music of the

Vocallon. Its tone is the

d real tone of voice and in-

strument. The full rich- nvss of the ‘deepest bass, '- ` ,_ the bell-clear sweetness of, `

the highest treble it revolces

in the complete splendor of the origins tone recorded.

Play the Vocallon, if you V wish, hy means of the ex- pression dcvii.-e--lhc Gradu- oln. Each note-xasponlii to your touch, you may shade

each phrase as you choose. ‘

` crowd fair Week.

Demonstrations are gladly

,Ri§°E‘i.f$‘§.‘ii§§f__' ST 0RE YOUR

The Modern Pharmacy.

Housing Comm.

DESK ON MAIN

Rose Grey Ten Rooms

Aré ready lor' the big

_ _ ggsrulgndll ll\te1‘¢Sl¢d lil 11)! ` M

HEADQUARTERS

Reddin Bros

--i

P - ’ ' _;1l‘ #q_ ' ' ` , 'égg-2*;-_-;_i_ ' I .__:'

a campaign of newspaper mlvertls- time by using iiclvspaper adver ing. __ _ as a lever. ,

In"'ilVlilwaukec, the Valccia. Evapor- _

ated Milk :Company sold 800 cases of ~('l`0 B0 C0ui1nll0¢l)

to 90 per cent in a few weeks time by milk to jobboi-s in loss than one week’e

tising

' _ j‘7_°]{9`Z0 _]§ze11afS ana!!/ie Vi c t ro l a ' --ai t/za!.§_1zeces.sar_y

_/"2>_`ran ei/emlvgs delight

You can invite the friends: we invite you

in come and select your Victrole. Deferred

V - _

of‘Jii!y Jail were increased from 40 _ "~`i'~"‘-}i'~1#`~”-' "'§--'--1-“"

- ........_.-.;'.__._. __-_;_-1--'.~p¢-»._-..-~.-. ' f '

l l

` l l

i‘_

. 1

_ -..~. ~.. _

" _ . ‘_;r - _ A l, ,

` . ,¢n|:N'r|..s|v|'e:N _

- »

` - - ` _ . Kit- ." I 5ff»f*1*i*f,zi‘f. i=f,§;i `l‘I'-W"

Ourstock fh` h l bo t b ° ' ‘

so that there is (ho piled davslixereoyduwdasn gills 1;?) l;(§\?d`?lth}§edilss£ly?nr priced' accordingly’ l$10 5lg’e have the atestin royal purple dRANDON in ‘H-aig" and “'l‘angof’ 'lasts for

° A'big lot of W YLAND just received ' invarious alia e I d' ' id mueh

b@l0W Value at $10.§A0. _The Barry for $9.50 Slaters Footriltes;9lT00c2i1i‘idg digg, Home . $7.50 and a large variety of lower grades _al;`frorn'$3_'50 up, . ' ». Buy now. for very high prlges are certain; _ ,_ _ ___;:;:‘§fh~--,gnu

- . ‘ ' _` * ,v' I, _ __ _`