Lakeland Evening Telegram Newspaper, December 26, 1912, Page 4

PAGE FOUR. Ihe Evening Telegram Published every sfterncon from the Keptucky Buildiag, Lakeland, Fla Butered in the postofiice at Lake- and, Florida, as mail matter of the second clase. ¥. ¥. HETHERINGTON, EDITOR. A firm gelling almanacs for adver- tising purposes accompanied a ship- meng of their books with the letter It will be observed the firm seeks to minimize the value of newspaper advertising, but ad- vises its patrons to get all of it for HENRY BACON, Superintendent of Printing. printed below. SUBSCRIPTION RATES: ODe YEAr ....:-vevee00.:$6.00 Stz months ..... .. 3.60 Three months 1.36 Delivered anywhere within the limits of the City of Lakeland tor 10 cents & week, from the same office e issued THE LAKELAND NEWS o weekly newspaper giving & re- cume of local matters, crop condi- nothing that can be obtained. The letter fell into the hands of the edi- tor of the Telegram (which was not intended by the writer) and his re- ply to it is also printed: Westfield, New Jersey, Wednesday, Dec. 18, 1912. The State Bank of Lakeland, Lakeland, Fla.: «lops, county affaira, etc. Sent apywhere for $1.00 per year. —_——— S Gentlemen—We enclose herewith two styles of press notices, which we recommend that you harnd to the edi- THE EVENING TELEGRAM, LAKFLAN! A Short Course In Bu._m.tes.fw_’ - Courtesy and Advertising: Methods PR casionally the gift is appreciated; more frequently it is not. This does not influence us in our course at all. We are here to help build up “our community. In doing this work™ we do our utmost to build up every in- dividual business and interest. We do our duty, and let praise or blame follow as it may, But, while it is a ' pleasure for us to give freely and without price, it is “‘something else’” when that which we have to sell is 'd«:mmded as a right. It is an utter- ly mistaken idea that a newspaper is compelled to boost other, business ccncerns to get business. Many news- papers—and they are the most pros- iperou. kind—never publish a line of such matter without pay. For our part, howover, we enjoy printing Tuesday evening the pleasant and | tors of the papers published in your | pleasant things—though we do mnot on both sides thoroughly satisfactory relations which for the past fourteen | city and ask them to insert them in their reading columns without charge. enjoy being commanded to do so, !wlth a slur thrown in with the com- mand. Finally, we owe nothing, ex- between the | :ont:l:‘ ::r:g::“:;id Mr. A. J. Hol-| These press notices are due your | cept friendship and loyalty, to any tven A W to an end, Mr. Hol- llmnk from the publishers. They give I(‘oncern in our city. Any other ob- worthy "“m‘: o i der to have a|the dry goods houses, theaters and | ligation we owe we certainly expect worthy 'rfelir ngbelore beginning on | Political meetings reading notices | tv pay. And it is only simple-truth few days’ rest nd arduous duties as |and we are sure that they would be | to say that any bank or other con- ;':c‘; t'm‘,‘y"o';e:’h: Lakeland Board of | 5iad to extend to y8u the same privi- | curn of this city is as much benefited lege oh the almanae you are about to ' by our presence here as we are by Trage distribute, if you will hand them these notices and ask them to comply with your wishes. These notices will be read by 2 few people; of course, not many; but We are loath to give Mr. Hol- worthy up, and we have reason to believe that the severance of the pleasant relationship is also regret- ted by him. its presence here. And so, honors J ore even, we think, in that respect. 2 As for the last paragraph of your i letter, it is simply ridiculous. An "almanac peddler comparing his obso- lig S o =) b He goes to his new position, not {ar the same time this all means ad i Icte, patent-medicine method of ad- because of any substantial benefit to | himself, but because he believes he; can do a good work for this com- | nunity; and our regret is tvmw-rerl‘} only by the consideration that his splendid fitness for his new position will redound to his own credit and | the advancemeny of lLakeland, We have made no effory to “fill” { the place of Mr. Holworthy; that, fndeed, is not readily possible. But there have been such additions and readjustment as regards the work- ings of the Telegram office as we ! trusy will make the service entirely eatisfactory to the public. Mr. Hen- ry Bacon, who for some time has been in charge of the job printing department, will exercise a general supervision over the mechanical de- tails of the entire plant; Mr. J. T. Dixon, one of the best newspaper men in Florida or elsewhere, will continue his excellent work as edi- torial assistant; and Miss Helen d.tional publicity for your bank and the more you can get, the better. Very truly yours, ALMANAC ADVERTISING AGENCY, Jno. G. Ten Eyck, Manager. The Almanac Advertising Agency, Westfield, N. J.: Gentlemen——\While we have neith- ¢1 time nor inclination to give kin- Gergarten instruction in business cthics, your Jetter to the State bank of this city shows you to be so dense- ly ignorant, not only of what is due to the considerations ot ordinary Lusiness courtesy, but of facts relat- ing to the advertising profession in which you claim to be engaged, that, hcpeless as your case appears, we turn aside for a moment to give you o passing lesson, actuated solely by « humane pity for such density as . Your letter displays. Like the ill-conditioned cur, which whines for food, and at the same Hobbs will have charge of the 8C- t'me snaps at the hand outstretched counts and clerical work. With Mrs. (o confer a favor, you seek free ad- Hetherington as local and soclety yertising for your wares, and, in the editor, it looks like there would be same paragraph attempt to convey a nothing left for the “old man” to 4o slur upon a business and upon meth- —and there isn’t, except to shape ogs as far superior to yours as the the editorial policy, attend to the ex- | Twentieth Century Limited is to the ecutive matters of the business, put | yx team of bygone years. off bill collectors, dodge drafts, and | You say: ‘‘These press notices are kick the wolf from the door—all of | DUE your bank from the publishers.” which is delightfully easy. Why? Publicity is what a newspaper b has to sell. The use of money is what LIFE AND A DAY. a bank has to sell. Almanacs are what you have to sell. Yet, if we vertising with newspaper publicity! years ugo; there may be people yet i\--ho read them. We have heard of It mountaineer who didn’t know there had been a Spanish-American war, i who didn't know who was president ! of the United States, or the governor | of his own State; who was totally | ligrorant of all the great happenings i 'of the past decade. *“‘Great Heavens, | man,” exclaimed his interviewer, i “*don’t you ever read a newspaper?’ “Wa'al, no,”” was the reply; I did !'vcad one wunst, but 1 quit a good i een readin’ a book.” We have a sus- ipiclun that book was one of your al- manacs, We think it a shame that Wanna- n:zker, the Royal Baking Powder Co., the National Cash Register peo- pie, the scores and hundreds of oth- crs of those who have amassed for- tunes through newspaper advertising, should have wasted their money in mediums that only a few people read, when the omniscient and omnipres- ent and much-sought almanac was at their command! What silly, unbusi- ness-like people these are, who fre- quently spend for one newspaper ad- vertisement as much as your entire almanac output for the year would amount to! Finally, it is evident that your ex- Iperlence with newspapers has been ‘limlted to those whose proprietors ‘cught to be editing almanacs—a The following beautiful imagery is worth reading, and the lesson con- tained therein is worth remember- ing: The dew awakes in its hammock of the grass at Kiss of the light. went to the bank and asked them to character of newspaper that would lend us money without interest, ' Nt be permitted to exist in this pro- What kind of reception would we re- | xTessive community. In proof of this ceive? And if the bank, or any oth- ' latter statement, we will venture the er firm, wrote you, “Send us down a | a5sertion that this notice “will be Lunch of your old almanacs—they're | Tead by a few people; of course, not not worth anything, it's true, but|™any”—but by ng least as many of Through great burnished gates a golden chariot rolls. Some Elijah must be ascending. Every flutter- ing leaf a psalm. Kvery opening flower a censer. Every bird a choris- ter. The world scems fresh from the Creator’s hand, unmarred by man. : Morning! Let us call it birth. Life for the day is but an epitome of & lifetime. \We wake in the morn- ing with no knowledgt of where our | man from Eden, these fiery splen- senses have been wandring while the | dors seen swords unsheathed by an- body slept; with vigor and interest | ¢l hands to drive us in. In the we enter upon our work and fulfill | shallowing sky a star comes timidly ocur duties with an energy that be- |to wake, vanguard of the myriads of gins to fail as the evening shadows | worlds soon to be seen clearly. lengthen; as darkness comes wear- | Night! Let us call it death. iness settles upon us, and we are glad to lay aside our work and cares and to surrender ourselves to the deeper sleep that spirits the sou] back again into the unknown. we'll take a few off your hands”— vhat would your answer be? As you foretold, we cheerfully pub- liched the notice you sent, without charge, as a courtesy to the State bank. And it is true that we are rart, however, we enjoy printing OUR DUMB BRUTE FRIENDS Only the merciful man is merciful tc his beast. Others have to be Each day has its own alloted task | taught the quality of mercy through —no more. It is only when we go | the means of law and justice. teyond that which is given us for | The annual report of the Society the day and force the mind and body | for the Prevention of Cruelty to An- to do things not worth while; when |inalg will show some wonders We are not content to bear the evils | worked in this city. It will show of the day, but harass ourselves with | how animals have been rescued from anticipations of those the future may | the hands of ruthless tryrant mas- bring; when we are not satisfied | ters, and either given a chance for with the “daily bread” for which One | gentler treatment, or been merciful- wiser than we taught us to pray, but |1y relieved of their rufferings. strive to lay up a useless surplus to| It will show how the stern han@ leave behind; when the pleasures of the law has teen laid on th: that were given us to enjoy in whole- | shoulder of the inveterate inflicter some moderatien degenerate into|of cruel treatment to his beast, and sensuous excess—it is only then that | he made to pay the penalty for this outraged nature enforces sentence |most inhuman of all misdemeanors, for the violation of her laws, and | inflicting cruel punishment on the sanitariums and lunatic acylums are | domb beast which cannot even lift filed with victims of ill-regulated |its voice in protest. Yives. Begun in the Far Northeast of The sinking sun strikes the hori- [cur country, steadily the organized gon and its glow splinters into & |movements for better treatment to thousand gleaming shafts. Unlike |dnmb animals has reached to the ut- the flaming sword that drove out | most limits of our land, and today constantly giving our space to lhe' i the people of Florida as have ever , Ieard of you and your almanacs, and ; some thousands who otherwise would never have heard of you. Very respecttully, { THE LAKELAND EVENING TELE- GRAM, Ey M. F. Hetherington, Editor. e —————————————————— ————— 1there is hardly a hamlet in which q Tan can treat his animals cruelly, and escape with impunity. In Jacksonville, the S. P, C. A, |hn strength; and it is using that .strength with a gentle Persistence that is stamping out cruelty. |ts officers are men of (determination and of deep feeling for the suffering O/ man or beast; and the work they have done and are doing daily, though seldom blazoned in the press, i* having its influence in moulding tle character of the coming genera- tion, and giving to our dumb bryte friends, a life eased of Unnecesgar: hardship, and freed from the ty. ranny of cruelty.—Jacksonville Me- tropolis. VOTING BOXES At all the Drug Stores ang H. C Stevens' Jewelry Store Denny’g 4 Fruit Store for the Queen of the Firemen’s k. Carnival 1000 Free Votes To all candidates who have 100 or more votes Thursday, December 26/ Almanacs were all right a hundred ° niany vears ugo, and since then I've |« » i D, FLA,, DEC. 26, 1912, - George Washingten. cuta cherry tree down. i sl G Carrie Nation cut a saloon up. Some people cut the mustard, but we cut the prices. Read and weep if you have bought els_ewhere. mmmmm MEN'S AND BOYS SUITS Ay cosT LADIES’ COAT SUITS $8 Suits now $16 Suits now $20-Suits now &25 Suits now $4.98 : 5 Paats at $10.98 ; $4 Pants at §15.00 $3tPants at $18.50 & $2.50fPants at $3.50 $3.00 $2.48 We carry a big line of guaranteed all leather shoes. Cut prices on all of them. See them before buying. BOOOIORE N. E. HARRELL & (C0, PARK HILL VWMWY Ten Good Reasons Why You Should Own a Lot in Park Hill First. Because it is in the Best Town in South Florida. Second. Because it is as HIGH if not HIGHER than any point in Lakeland. Third. Because it has One Mile of Granolithic Side Walks. Fourth. Because it has High Class Building Restrictions. Fifth. Because 4 Beautiful Lakes canbe seen from its Summit. Slxthi: “Because Shade Trees will be planted on all streets this all, Seventh. Because all Streets will be Graded. Eighth. Because it is the most attractive Residential Section in Lakeland. Ninth. Because Lotscan be sold on REASONABLE Terms. Tenth. Because if you don’t, you will wish do, will always be glad, you had, if you Deen- Bryant Building P OO CHIOD CHICHIIOHTHIO CHDID TR CHOIIOITAD FD DD DI DI 6 4 BN 0D 54D 54D 4D DG D WD QAN 9O 0D R e D g P = IO D e et o) a 2 e =