ADVERTISING ADVICE, tse.
4—
A COLUMN TO BE DEVOTED EACH WEEK 10 OUR ADVERTISERS. Some Remarks on the Interesting Subject of
s «ivertising, and Extracts from Various
sources.
Advertising bas of late years come to occupy an important place among the difl erent items which a business man has to
er when looking over his affairs. In arge cities where immense sums are «pen; on this branch of business, the ser- vices of advertising experts are called in, ad. writers, with large salaries are attached concerns, and no expense nor rouble is spared to secure all the Pub- licity possible.
Does it pay ?
Uvquestionably it does.
In support of this argument Tae Exar xer will hereafter devote a column, or more space each week to the subject of ad- vertising, and will provide its readers with the latest aad brightest ideas evolved by the leading advertisers in the world. We shal! be happy, privately or in this column, toanswer apy enquiries that may be add- ressed to us, and all the help that is witb- in ont power is freely at the serviceof any advertiser who wants to reach the people.
© 'D*
to thy
‘-It’s the business of an advertisement to bring people to a store, and it remains for the merchant to do the rest. No amount of ad- vertising will make a poorly conducted business grow. Old fogy methods, sieepy or uncivil clerks, illkept and old stock and a general unin- viting appearance about the whole store will, no matter how extensively or how well you advertise, as surely result in failure as will modern methods, a well kept and well-selected stock, bright and obliging clerks and a de- termination to succeed result in success. It is eood store management, coupled with advertis-
ing, that makes the winning team.”
“The columns of a newspaper represent a cash value. No paper can afford to give ad- advertising or ‘‘notices” free, any more than a merchant can toss over the counter free gifts of dry goods or shoes. A newspaper is a legitimate business institution ; its columns are its stock-in-trade, and announcements should be paid for, no matter mn what part of the paper they appear. No pay, no free ad- vertising or reading notices of any entertain- ments to which an admission fee is charged.”
The merchants ot this town are pretty well alive on the advertiseng ques- tion. The advertisements in THe Exami- NER, are, as a rule, fairly well writ- ten. Only once or twice have ads appear- ed that required nothing to be done to improve them. The large ads. are not without merit ; it cannot be said that much space is wasted inthem. Some of the emall udvertisements are the best in the whole paper. If these small advertis- ers were using larger spaces the results would be eplendid.
Brevity is the soul of advertising, as well as the soni of wit. At the same time you must tell all about what vou have to sell. For example: ao advertisement run not long ago by a Queen St. firm advertising a Canned Goods Sale, stating the goods and prices, was faultless in this regard. It told plainly, and in a few words, the whole story, and if the goods did not sell it was because the advertise— ment was not prominent encugh—the one fault.
A big advertisement does not need position eo much a:asmall one does. If asmali ad, say four or five inches—less space is not judicious—is well placed, so that it will be seen every day, it is bound to bring much better results than if its positiin was run of paper. All the wide awake advertisers in Tue EXaMINER recognized this long ago, and they have never given up their positions. Money invested in position is money well invested,
Na banie’ Fowler, jr, is looked upon as a leading authority on advertising in the United States. All advertieers who are familiar with his methods have the great- est respect for his utterances. This is an extract from an interview he gave some time ago:—
‘“‘Do you think it better to use ene column of space a day through the week, or six col- umns one day in the week ?”
“One column a day, by all means,”
“Which do you think is better, to run a half- column every day, or a column every other day ?”
“The half column every day. When a woman picks up a paper and fails to find your advertisement which she saw the day before, and sees some other fellow’s advertisement in- stead, the other fellow is going to get that woman's trade ?”
Every man who is in business should
Absolutely Pure.
Celebrated ' for strength and healthfulness. Assures the food against alum and all forms of adulteration common to the cheap
its? great levening
brands. ROYAL POWDES
cO.. NEW
BAKING YORK
THE DAILY EXAMI“ER, CHARLOTTETOWN, APRIL 1, 1897
nn a = ne ae
advertirement, but it) will do him littl» good if be does net adver- tise well. Nome of the advertisers in Tue EXAMINER lose money by not. attend- | ine totheir alvtg. After this we shell take the liberty each week of dropping one or two hinta for the especial benetit of those who need them. _ “Newspaper men generally are interested in learning how much money the Sievel Cooper Co. are going to spend in advertising. Are you willing to let us know ?” **Our Chicago house spends about $200,000 per year, but we may have to expend some thing more here, especially this year.” **As much as $300,000 ?” ** Possibly.
how ever.
,
it will depend wholly on results, We shall endeavor to secure certain results, and we believe that advertising is the best way toaccomplish the end in view. Whatever amount will be needed in order to realize these results, will be used. I can’t say now just what that will be.”
“In such advertising, what proportion will newspaper advertising bear to all the methods you expect to employ 2?”
‘Fight to one.”
**You mean if you were to spend $9,000, you would put $8,000 of that amount into newspaper advertising, and divide the remati- ing $1,000 among all other kinds ?”
“Exactly. I am proceeding upon that theory. Iam satisfied it is the best plan: the best for us certainly.”’ Interview with Mr. Jones, Advertising Manager for Siegel Coop- er Co., New Ycrk.
advertising ix, generally, “Times are too hard.” What a contradiction! If advtg is used for the purpose of getting customers why should not tradesmen trv to get all the customers they can in the dull times. Here is a story to the point.
Scene 1—“I would like to advertise if the times were not so hard.”
Scene 2—(Same man, one year later) “] would like to advertise if the times were not so hard. If the times were as good now as they were a year ago, { would not hesitate for a minute.”
So it goes on. If he had advertised a year betore, the times with him might not have been so “Shard,”
If a business man who doesn’t advertise has a competitor who does adverti-e sand understands how to do it, the advertiser is the one who will get the most trade. Think for a while and you will discover several instances of this, bere in Charlotte- town, anl the advertisements of the successful ones may be found in this
paper.
SUFFERING WOMEN
Troubled With Weakness Pesu'iar to Their Sex,
——
HOW THEY MAY BE CURED
Dodd’s Kidney Pills Act upon the Female Organs as well as upon the Kidneys—Many a Woman Sufters Needlessly.
Women suffer more than men. From the time a girl-child turns the corner into womanhood, she has more troubles than men ever dream of. _We look upon women as weak and fragile, but consider. ing what they endure they are stronger by far.
Woman suffer many times more than they need to. Partly because they don’t know what ails them at first, then because they are ashamed to tell a doctor; latterly because they hate to be a continual source of expense to their husleancs.
“Female Weakresses” are what we term the diseases recaliar to the female se. They are often confounded witb female Kidney troubles, aod Kidney troubles are often mistaken for other troubles. All those delicate organs are closely connected. What affects one affects the others.
What cures one, cures the others, too. DODD’S KIDNEY PIULS which are a soyereign cure for all Kidney ills, a.t to regulate and controi the female organe and to relieve their difficulties. This is worth while for every {woman to remem - ber.
Mrs. Lucy Crabbe, Chambers P. O., says:—“For years I wasa sufferer from weakness peculiar to my sex, combined with kidney trouble from all of which I was completely cured by two boxes of Dodd’s Kidney Pills. .
Mrs. Elmena Ady,Walkerton,Ont ,saye: ‘For a longtime I have suffered from a complication of Kidney Trouble and Female Disease; and am glad to say have no pain or ache since using Dodds Kid- ney Pills.”
DODD’S KIDNEY PILLS, cure Kidney Disease and Female Weakness. Try them. They are on sale at all druggists.
Price 50 cents per box, 6 boxes tor $2.50 Dodd’s Medicine Co., Ltd., Toronto, Ont.
ane
-—AT THE---
DENTAL PARLORS
North Side Queen Square.
You can have your teeth extracted free ot pain by the means of either general Gr local anzwsthesia. All kinds of work done eatisfactorily.
OR. J, H. AYERS
nent
The reason many people give for not | ; S |
BECOMING INDIANS,
(CLAIM THAT AMERICANS ARE DEVEL- OPING ON THAT LINE.
Increasing Resemblance In Faces to the Aboriginal Type — A Study of Heads. With Especial Atieztion to the Resi-
dents of Pennsylvania.
It is an extraordinary question in an- thropological science which has been propounded popularly of late. The in- fluence cf environment upon the race resident in the United States must in the corrse of four centurics produce cer- tnin marked and undeniable physical results. It is not generally acknowledg- ed by American anthropologists that there is a tendency of reversion to the type indigenous to the soil. But foreign g-udents of race, with more perspective, have offered interesting food for reflec- tion. A writer in the Chicago Times- Herald, commenting on the assertion of the French authors that on this conti- nent the American white man has varied toward the Indian type, offers a support- ing study which is curiously fascinating —possibly vastly important.
First, the familiar faces of the carica- turists’ creation are called in as wit- nesses. The Yankee and the southron—
large and loose limbed—of these pictures |
are types, even as the stout, full faced John Bullis atype found in another environment. Both American favorites of the cartoonist have high cheek bones and usually excellent straight noses. These witnesses are not, of course, scien- tifically admissible. The faces given us by the caricature makers are impres- sions, not testimony.
Scientific, however, is the study af- ;
fered of the Pennsylvania Germans—a happy, thrifty, frngal people, who have been subjected to American conditions for nearly two centuries, with very lit- tle interminszling with other races, much less than the English people in New England or in Virginia.
It is true that. the pervasive and be- guiling Irish have intermarried some- what with these old Pennsylvania sct- tlers, but in the main it isa very exclu- sive, pure blooded Palatinate stock. Data have been secured relative to a large number of school children and to adult males from 25 to 50 years of age, and raany copies of portraits of original settlers. It appears that stature in creases and that other important gencm alizations may be made, tentatively cf course. The increrzse of finger rcach is marked, and the head measures are im- portant.
‘‘The anthropologist places consider- able value upon certain proportions or relations between measures,’’ says the student of the subject. ‘‘Thus the lengtb of the head and the breadth of the head, when compared, give numerical expres: sion, which is calied the cephalic index. To find it the length is divided into the breadth and the result multiplied by 100. A head one-half as wide as it is long would have an index of 50; one three-fourths as wide as long would have an index of 75; one as wide as it was long would have an index of 100. There is no race whose head is normally so wide as to have an index of 100 or so narrow as to have oneof 50. The higher the index, of course, the broader and sounder the head; the lower the index, the longer and narrower the head. Ger- mans generally are notably round head- ed. Topinard gives for some people of Lorraine the index of 85.3. The average index of 100 Pennsylvania Germans is 81.9, which is notably less and nar- rower. The heads of our northern and eastern Indians are still longer and nar- rower. We cannot at present make a further comparison with profit. What we have already said may prove crro- neous when we learn the actual Palati- nate type. We assume now that the Palatinate Germans were of medium stature, light haired, blue or light eyed, round headed, with a finger reach of 1.048. We find that the Pennsylvania German children are dark in hair and eyes, that the men are probably of in- creased stature, that heads appear to be lengthening, that arm reach appears to be increasing. In all these respects the Pennsylvania German varies from the assumed Palatinate type and in the di- rection of the Indian. If our assumption proves valid, we may claim that our evidence shows change, which, if con- tinued, may form an Indian type from the German.”’
All this, it must be noted, is abso- lutely distinct from any of the reasons for discussing the tendency of Amcricans to revert to original types from the in- filtration of the red Indian blood itself in the veins of the white race. From the days of the old French and Indian wars fireside tales of New England intei» .ix- ture of that sort have been com .on enough. A recent novel has expressed the country knowledge in New Englaud that there is an occasional ‘‘streak’’ from ancestry that approached New England from the west as well as that which approached it from the east across the Atlantie. In the western states and territories the great numbers of half breeds whose descendants find their way into the life of cities brings to bear a curious and unreckoned force in the de- velopment of the fiber and sinew of the race in North America.—Boston Tran- scrivt.
ERVOUS Troubles are due vo impoverished blood. Hood’s Sare saparilla is the One True Bloofi
Purifier and NTRVE TONIC.
Bicycles made ready for the road at the Quick Repair Shop.— J. B:rch.
(of ii health, despondency and despair, vives way to the sunshine of hope, happiness and health, upon taking Hlood’s Sarsaparilla, because it gives renewed life and vitality to the blood, and through that imparts
nerve stren gth, vigor and energy to the whole body. Read this letter: ‘‘Hood’s Sar saparilla helped me wonderfully,
changed sickness to health, gloom to sun- shine. No pen can describe what I suf- fered. I was deathly sick, had sick head- aches every few days and those terrible tired, despondent feelings, with heart troubles so that I could not go up and
unshine
down stairs without clasping my hand over my heart and resting. In fact, it vould almost take my breath away. I suf- fered so I did not care to live, yet I had much to live for. There is no pleasure in life if deprived of health, for life becomes a burden. Hood’s Sarsaparilla does far more than advertised. After taking one bottle, it is sufficient to recommend itself.’ Mrs. J. E. SmiTs, Beloit, lowa.
Hoods Sarsaparilla
Is the One True Blood Purifier. All druggists. $1. Prepared only by C. I. Hood & Co., Lowell, Mass.
. cag. cure all liver ills, bilious- Hood Ss Pills ness. headache. 25 cents.
Es. Island hallway
Onani after MONDAY, 4th January 139 the trains oc this Railway will rau daily
Sundays excepted) as follows .—
Trains Out-
|Trains In-
wa
E E
ward. Read| STATIONS. ward. Read down, | up.
. M.|A. M.| ip, M.jA M 3 10, 7 00, Charlottetown ...| 3 10 10 10 e 30, 7 19...Royalty Junction., 2 £0) 9 50 4 17) 8 03'..North Wiltshire. .| 2 04| 9 05 4 31) 8 17... Hunter River... | 1 49) 8 51 6 05| 8 52. .Bradallane......| 1 15] 8 17 § 13) 9 00|..Emerald.. ..... 1 O7| 8 08 5 27| 9 15'.. Freetown ....... (12 53] 7 54 5 47| 9 36 ..Kensington .... 12 33) 7 38 6 2010 10 Ar. ( Lv. 12 00} 7 00 Pp. M. S’Side | A. M
12 50 Lv | Ar.{10 30
1 11!..Miscouche ......|10 10
1 37|. . Wellington ...... 9 47
2 19:.. Port Hill .......| 9 09
3 3t'..O’Leary........- 8 00
3 58. “Bloomfeld veuwes 7 34
4 34!,. Alberton........| 6 55
5 30 ..Tignish .... one) 6 O4
Pp. M.| lA. My
P.M. la. M.
2 30). .Charlottetown ...)10 30
2 50)..Royalty Junction)/10 10
3 23) .Bedford ..... _ | 9 ro
3 55)Ar. a v.| 9 05
4 10 re: }-Mtstew thay 8 55
Bl... MEE wcocesanst ae
5 12|..St. Peters ......) 7 48
h 57|.. Bear River ......| 7 08
Se tahoe ane sie 6 20
P. M. A. M.
4 10} .Mt. Stewart ....| 8 50
& Be). .Cardigee. . i...+- 7 35
5 45|..Georgetown ....| 7 10
Pr. MM. A. M.
Pp. M. A. M.}
§ 15] .Emerald ...... 7 50
6 05|..Cape Traverse ..| 7 00
Pr. uM A. M.
adnate died
1 me
{ca niareran by) }anery PleroHe tim
A McDONALD, D.POTTINGER, superintendent, Gen Me Govt. 5 harlottetown. oncton,
Raiway O Tice, Jant , 1597.
od
ma * w ‘Sh
Mining
Not a speculation, but an invest-
ment. Consult us before purchasing min ing interests or stocks. Reliable information Corespondence solicited. . MELLON & SCOTT. EsTB. 1886.
Mining and Financial Brokers, 67— lmd
Vancouver, b. C,
obtainable.
Did You Ewer
See better value than we, offer in our line of Ladies We con- sider this the best value new We want your opinion about the matter.
Boots at $1.59?
ever offered in
goods.
Call and give it to us.
R. K. JOST
Stamper’s Corner.
and not too early to be biying. styles and new shi: des in Caocolate, Coffee See our $1.00 shve.
W. &. STEWART & 6F
| LONDON HOUSE BUILDING.
place,
OUR STOCK OF “Y
WALL PAPERS
IS IMMEWNSE
eceeenogeoceoco
It is possible for you to make a judicious selection from the hundreds of patterns we show,
that will transform the dingiert room in town into a veritable bower of beauty.
The designs we _ are showing and felling are handsome, and so cheap, so c‘leap.
You ought to see them.
Geo. Carter
“Printed at the
Examiner Office,”
Ce a rn ee Ec = >
You will know that the work
Was Well Printed
Good Paper was Used Price was Reasonable Work was Done ou Time Customer was Satisfied
We Have a Big Printing Office.
Can do Any Kind of Job Work.
The Examiner Publishing Go
LONDON HOUSE BUILDING,
Queen Street.
ace SCRE Er Bet ere” Bierce” See fr ore Sue ee iris e.: : Sire ‘i by
s EE Sa!
Spring Footwear
Not a bit too early tobe thinking of shoes for spring — We wr2 now opening new Brown and Oxblood.
OME PEOPLE think that that old room at home cannot be made to look any brighter than it is at present. A nice wall paper de-
te sign has the proper
effect in converting it into a pleas- ant, handsome, and companionable
& Co.
QUEEN STREET.
Speaking about Job Printing, When you hear these words:
-~S
COE