The Daily Alaska empire Newspaper, February 8, 1938, Page 7

BARNEY GOOGLE NE DEMENTED GOPHER W HOW YE GONNA HEAR NhE WE ALL THS SUNMPW anN' CLATTERIN' GOy oN \EE'N T DONT NELL OUT--22 oreav - OWaN-- WHAT'S ON NYOUR MNMIND 22 Tyt SOME-UN ORTER TELL W THAT NO-'COUNT VaRMINT M WHC'S RUNNWN' T WNEWNE TER STaY ON TH TRACKS --- FOR RENT* ) VACANCY MacKinnon Apts. { INFORMATION il 955 L I FO o ,o 5% l:: FOR RENT — 2-room and 3~m(7m: s apts.; steamheat, hot and cold water, electric range. Phone 569. Count_five average words to the line. RS- AN Daily rate per line for con utive FOR RENT 5-room furnished house, oil heat. Next to Assembly, | nsertions: . rear house. Phone Windsor Apts. | One day 10e Additional days 5¢ etyke b } ENT— r . Ca reen Minimuom charge 50¢ F(zz.) RENT—Apartment. Call Grees Copy must be in the office by 2= “* A CIRAS p'elock in the afternoon to insure moR RENT--2-room apt, hot and lagestion on same day cold water, steam-heated. Call We accept ads over telephone 5g9 from persons listed in telephone ¥od directory. | APARTMENT for rent, California Phone 374—Ask for Ad-taker. Grocery. - VACANCY New Feldon Apts. Couple In case of error or if an ad | | only. Phone 209. has been stopped before ex- piration, advertiser please noti- fy this office (Phone 374) at | once and same will be given attention. A THE DAILY ALASKA EMPIRE FOR RENT—Purnished, neated, and preferred modern apartment in center of downtown business dis- trict; over the Guy Smith Drug| Store. Phone 97. ———————————% COMFORTABLE apartment for| FOR SALE two. Apply Winter & Pond Store. T~ POR RENT ¥ Washing — one mile out on C r Highway. machine. Good condition. Call = Gheap for winter months. Phone 0 or A. Eide, 109 Willoughby.| 944 : ne Jonnson 93 h.p. pOR RENT—Seven-room furnished horse outhoard, new; 1 16-f wpartment. Inquire Snap Shoppe. outboard boat suitak or e IIRCTERING s pref COZY, warm, furn. apts. Light, Write : water, es, cooking utensils and bath. Reasonable at Seaview. Juneau. FOR SALE—1937 Master De Luxe Chev. 2-d STy 4 e L tion. W WANTED—Experienced girl will at $1.50 share. Inquirs # NER ! Shop. F vt Young woman must rk. Phone Empire. LOST AND FOUND T — Lady's tailored black felt {. Phone 293 FOR SALE — Rowboau and skiifs Bcat Shop foot of 9th Emerson neau Melod, MISCELLANEGUS CARD OF THANKS- % : We wish to express our apprecia- BPIRELLA Corsetiere. Phone Blac’: tion for the m acts of kindness 380 and frie ss bestowed GUARANTEED Realistic Perma- . , ; nents, $4.30. Finger wave, 65c. Lole’s Beauty Shop, telephone 201, 315 Decker Way e MR. AND MRS. . E. SUTHERLAND UL ECa AL A TURN your old gold into value, Try the Empire classifieds for cash or trade at Nugget Shop. results. % R COME IN and SEE the NEW | STROMBERG-CARLSON | RADIOS J. B. Burford & Co. “Our door step is worn by Satisfied Customers” “Alaska” by Lester D. Henderson. Jarman’s-Friendly | FORTUNE ; -8 “ The Charles W. Carter | [ Mortuary | Fourth and Franklin Sts. PHONE 136 ’s Paint We Have It! i Van's Store | | iEAL PANT SiioP | FRED W. WENDT PHONE 549 1 ” | Jones-Stevens Shop f % | D 3 ! " Ly ] I SATISFACTION 1IN | FOOD QUALITY AT UNITED FOOD CO. TELEPHONE—16 READY-TO-WEAR Seward Street Near Third T v FLOOR YOUR HOME WITH ESVIAR | o) . S0P = ||| GARLAND BOGGAN | \ PHONE 582 - Buy Your Floors with a GUARANTEE S — | CISE FOR HEAL' FORD AGENCY : Bowl at the (Authorized Dealers) BRUNSWICK GREASES Recreation Alleys GAS — OILS ‘ Cafe in Connection Spee- | JUNEAU MOTORS f jalizing in American and Chinese Dishea. Foot of Main Street D et ] TRY US ONCE! Give Me a Ticket for $21.90 Would you, Mr. Business Man, go to a railroad ticket window and ask for a “ticket for $21.90”? If your desired destination were 1,- 095 miles away and the rate two cents per mile, your travel appropriation would be adequate, for that figures $21.90; but if the station agent sold vou several side trips, leaving you short of your destination, then you might better have stayed at home and saved the $21.90. Or, in a second in- stance, if the destination® were 3,000 miles away, then, too, you might better have stayed at home. No, sir. You wouldn’t do your trav- eling that way. You would probably determine the fare to Cleveland or New York, or wherever you were going and pay the required amount. How, then, can a business man es- tablish a certain amount of money for an advertising appropriation, which may or may not be adequate, and then allow himself to be drawn into “side trips” into miscellaneous media. If he wants to go on these “excursions,” he must increase his advertising appro- priation accordingly; but more than likely he should deny himself this luxury. And how can a business man make a $21.90 appropriation for a $60 trip? Perhaps he is attempting to spend as little money as he can and still make a showing and keep his name before the public. He believes that he is a wise spender because he spends cautiously— or perhaps RELUCTANTLY is a bet- ter word, The plain truth is that these reluct- ant advertisers are, as a class, the real overspenders in advertising; they OVERspend, and by UNDERspending. Coverage! An adequate appropri- ation for Daily Alaska Empire eriising is the direct route to suc- cessful selling — and no “side trips or excursions” are necessary. The Em- pire does the job alone. Additional advertising matter may be wasteful duplication. Of equal importance to coverage is the read- er interest represented by the net paid circula- tion ¢f The Empire. It comes into the home be- cause it is wanted and paid for. It is mot toss- ed in the waste-basket or blown in the street. Its advertisements are watched for and read as eagerly as new stories, for advertising IS the news of the busincss werld. PLAN AN ADEQUATE ADVERTISING CAMPAIGN NOW FOR THE COMING SEASON!" | SaMm Y DO YOU HEAR SOMEONE caLLn E NAMES The overspending may begin when the responsible executive of the firm star to answer the question “How much shall I spend in advertising?” There are more or less arbitrary per- centages based on volume which retail business men should consider in de- termining the advertising appropria- tion; but one should go further than Such questions as these should swered: “Do competitive condi- tions warrant an extra appropriation? Will it pay me to spend an extra amount of money to develop this new line or department? Shall T make a drive for 1,000 new customers? Shall I attempt to expand my business this year?” The point is, the man who asks him- self these questions, and who is trying to find out how to spend MORE money for his newspaper advertising with profits is the man who will find it the most profitable. Any amount of overspending to the extent it is underspending or to the extent its usefulness is lost by diffusion into miscellaneous media, no matter how small or how large the business or the appropriation. The Daily Alaska Empire Don’t OVERspend by UNDERspending! o O e * Pay’n Takit PHONES 92 or 95 Free Delivery Fresh Meats, Gvoceries, Liquors, Wines and Beu! We Sell for LESS Becausc We Sell for CASH George Brothers Franklin Street between ¥ront and Second Streets PHONE 358 Family-Style Meals ERWIN'S BOARDING | HOUSE MONTHLY RATES SO FRANKLIN STREET 3 THE BEST 7| TAP BEER Thomas Hardware Co. PAINTS — OILS IN TOWN! Builders’ and Shelf | ® HARDWARE : THE MINERS' Recreation Parlors BILL DOUGLAS Hardware Company PAINTS—OIL—GLASS e S popee Shelf and Heavy Hardware | Guns and Ammunition “Smiling Service” mor Bert’s Cash Grocery PHONE 105 i JUNEAU RADlO ‘i | ; Free Delivery Juneau | SERVICE 1 122 SECOND STREET | ALL WORK FULLY GUAR- ANT! 60 DAYS PHONE 36 LIQUOR DELIVERY | . For very pompt |} @A NITARY ' THE VOGUE :‘ PIGGLY l‘ ;:Z:re‘(::zneilylrd (?lnthe- ; TR el e DO TR GRE | | ENTOP CABS | | SiTKA HOT SPRINGS | Mineral Hot Baths } | 'I‘rnnsp'.;x:t. ; | p i " HOME GROCERY AND LIQUOR STORE 146—Phones—152 AMERICAN CASH GROCERY and MARKET " McCAUL MOTOR | | RELIABLE TRANSFER i | ur \rucks go any lace any | | COMPANY and - aak ter Orete Ollgd save burner trouble. 4 Dodge and Plymouth Dealers i : PHONE 149, NIGHT 148 [ | | ‘a INCOME TAX 'REPORTS PREPARED James C. Cooper C.P. A. Authorized to Practice Before the U. S. Treasury Dept. THIRD FLOOR, GOLDSTEIN BLDG. Fresh Fruit and Vegetables California Grocery THE PURE FOODS STORE Telephone 478 Prompt Delivery i T WELLINGTON LUMP COAL F. O. B. Bunkers Pacific Coast Coal Co. PHONE 412 "FOR INSURANCE See H. R. SHEPARD & SON Telephone 409 B. M. Behrends Bank Bldg. _— WINDOW CLEANING PHONE 48 Patronize Irving’s Market " 2SS0 USED CAR N \ JUNEA! 41 1 £ Connors Motor Co., Inc.