Omaha Daily Bee Newspaper, May 3, 1915, Page 9

REAL RSTATE LOANS LU 'ro“mno made pnmmxy. 3 3 Bid., mh €Ity L 5. flt‘... H..“' and warrants. 180 Farnam St city and farm lof MONEY on £ fl w. BUPME;PNO tional Bank Bldg. D—mt! loana. jors Trust c‘ farm loans, ont . Co., 418 AN' D—CI(‘ m(.‘: IEI us_first loans | Neb. "Unitea Btates Tromt Co” St C. G berg, 6% 2 Brandels Mhr C"‘ k)KAHA bom N.bl’ukl lum BSTA nuomm Nraoml. PhonoTLD‘oE‘ohl e REAL ESTATE WANTED LIST your property wuhk H. Lander- you, 202 Neville E D, A nll nt.t- and nm-u with DON ON B 'l'l' TION PROPERTY OWNERS. We glve our exclusive attention to the rental and care of North Side property in Omaha. You will find it to your ad- vantage to communicate with us. NORTH S8IDE REALTY CO.. "nh St. and Ames Ave. Tel. W.b'tu lfl REAL ESTATE—AOREAGI " DANDY LITTLE FRUIT FARM. Two acres covered with the best varie- tiea of fruit and in bearing; situated ten blocks from inside the city limits and near the o hone owner, Walnut 3243, REAL ESTATE—NORTH SIDE New Bungalows Walking Distance I built 3 beautiful 5-room bunga- lows at 2215-19-23 Clark 8t. Have sold one and have two more left. Each has five rooms, oak finish, built-in book cases, kitchen cabinets, etc. Half stucco. 2215 Clark St., corner alley..$2,700 2228 Clark St., corner of 23d.$2,760 $260 cash, balance like rent. See them today, 2 to 4:30 p. m. H. A. Wolf Ware Block. Doug. 8068. $100 DOWN own home on a good street In a lo- 1 offer you ding J'.mt $100 cash will start you on owning rz\lr cality and near a fine k. the choice of either 4016 No. Wth street. hlvc full cellars, cemen nm wmr. electric lights wllh elegant flx- res, 4 large rooms on first floor, 2 un- finllhed bed chambers and unfinished bath room upstairs; the Inu are large and nicely Ioveled with permanent -ldo- walks. Price s $1,80; ll down and | balance 320 per month. 1 also offer No. 43d street for $1,650; $100 cash and §20 r month. This house is not quite as arge a8 the others, but it is a dandy. C, G. CARLBERG 312 Brandels Theater Bldg. - ON THE BOULEVARD A beautiful 6-room house, 4113 N. 30th $t. This house is modern In every sense of the word. Has 6 rooms and sleeping porch. Oalc finish on_first floor, bireh and maple up, Offered for a quick sale at the low Drlce of $3,300, FRANK m Nevllla Block. §-ROOM coitage, hot water heat, all mod- ™, ‘517 North 3th Bl K.! flru door lh, Mll month; 700. M. nton. l W. 0. W. D uulu 1984. MUST BE SOLD.« Two fine lots on #th St, north of Ames Ave.. all street improvements in. Wright & Lashbury, Do 162, CONTRACTOR § CLEAN-UP BALE. B-room Sahler 8t., 6-room -L st being com- Dlmd Both houses tlnl ol in oak J‘“ te enamel; more: than modern; to ur Webster. 4198, REAL ESTATE—SOUTH SIDE the eur ARGE ! nouse and lot S e e TR e boip h 8t flmholm ‘WilL carry | to atl erenec back rwi.:n equities considered, Addn- e = REAL ESA’ Must Be Sold Close-in Flat Bldg. 4 8. mm.mmm mfi-orcmm m qw o-mu- w-nu c«un have you? Or make h oflor l'or .qulty This is worth lpob - H Landeryou 202 Ne v‘{l’u%l.. 16th and Harney Sts. e ey REAL ESTATE—MISCELLANEOUS, YOUR CHOICE OF THREE HOMES One West, One South, One North All Brand N-w, Never Occupled 416 Bo. 42d Bt.—A strictly oak flnllhed home. Full two stéries; living dining room, den and kitchen on ut " floor; '.h.ru good bed rooms, four closets, porch on second i mey to storeroom in attic; full cemented orick foundation, furnace heat, window "fln ! o fixtures and shades; amfl east mnt lot on throughout; ved street, t big shade tree. T50; §350 eash, $30 monthly. ‘l'hll |l “ below 3 lhn u‘tull value, You prefer the north -do. have a muo of the above at 2540 Laurel Ave. 'fy {wo ‘blocks from Miller park. Sams vrlc- and term: 1f you like the south see 1502 South 25th St., just like the above, but on large corner iot, with room for another house rt of lot. than a mile isiness center, six blocks from Hanscom Park, 5 blocks to Park school, one of the hen in the city. Price, $3,050. Same term: Yor more informafion on _any of thess phone Chas. Horn, owner, Walnut 319, For Sale or trld‘ good 8-room, all modern home, T%x150 ft. lot. Close in on car line. Good location, 2128 T St., Lincoln, Neb. Address 8 15, B Bee readers are too intelligent to overlook the opportunities in the *“Want ad™ col- umns. They're worth while PREPARE T0 CROWN QUEEN OF THE MAY Arrangements for University of Omaha Gala Day Are Rapidly Nearing Completion. SCENES OF DAZZLING SPLENDOR Balloting for the most popular co-ed, Who is to be crowned May queen May 14 at the gala day exercises by the stu- Gents of the University of Omaha, started Friddy afternoon and will con- tinue until Monday. Keen rivalry is being shown among the co-eds for the coveted position, several of them having & numbe: of workers who are trying to Influence voters, The general custom is to elect a junior or senior for the place, this often causing class rivalry. The student securing next to the highest number of votes is to be maid of honor “[to the aueen The crowning of the May Qquegn on the school campus the evening of May 4 18 to be the latgest sohool affair of the season. Sixteen May pole dancers have already been selected, who will act as ladies-in-waiting, while as many more little girls will be secured to act as train bearers and the like. lead a procession of all the co-eds to a throne on the pus, where she will be crowned. All participants will be dressed in white, making the pageant, as in the past, one of royal splendor. Climax of Gal Day. Mrs. B. elub on Yy ‘The crowning of the May quen will act as the climax to the gala day ex- ercises. Each class and organization in the school fs busily at work preparing its sharo in the entertainment that is to be given in the school” um. The parts taken by the various organi- sations are to be divided into two divi- slons so that an afternoon and evening performance may be given. The May queen will sit as the honored guest at the evening performance. The entire day has been given over by the faculty, 80 that studies will not mar the day of perfect, joviality. The entire work ig being handled by @& representative committee of the stu- dent classes, with Victor Jorgensen as general manager. 80 as to limit the affair and not make it too drawn out each organization and class will be allowed twenty-five minutes in which to put on its feature. The various features vary from a complete minstrel show to a M Benson, Monday will be ciganup day in Benson. L. A. Bimons s slowly recovering from his recent serious {liness. Miss June Grove is home from Wes- | leyan to -p-nd the wuk-ond. Miss Edna Killlan -twu.ntnrb-l(ohnl. H.J.Bronhunflmnl Min- Mh Mh‘hhhhllekbmumu m L Mrs. B club on Mrs. luv- n (odder entertained the China She was assisted by ‘ot m Bluffs. Nl‘.{' Ty ‘.'.‘.'.'.e:"“&'. 3&3’"} . have been. ‘M Mrs. Marshall a ""m [ ‘:?mn will »"31'133 in the v.. C. 'W. Nelson Chica; The Woman's alub rsday dumwn lt !h hfll‘l. of m- ‘ora 'l‘mn. last program of of the engagement - and Juliue ‘Hendrickson P been made, the wedding Andrufi: w of the World u-";h Tt .".".“.:“..n. tor the'tni umu in & Mrs. gohn I.f\lma? uul flh. " Tond returned frora Pol theyflm::eu delegates at lh ‘Laither league stats convention. lln. J. W W.lc ol th b‘ngod)iu.uon ve: X , ?r'.'.' oor:nvonunn.lwld here last weel “ durtn‘ young pooplo of J’mbyt urce) nl the ehureh ’l h " ‘ghm even! m out-ot-tnwn went will The city counctt Wnanulu connrmcd E. C. Hodder as d!y attorney to suc- ceed himself, and Dr. Heumann to suc- ceed Dr. Loechmer. The chief of police |t was not confirmed. The queen will ’lbq money arrived for laying it out, such 'm ooy | Miller AVE you been through Miller | park this week? The Judas | trees are in their glory. From every point In the park there are wonderful vistas with groups, of these falry pink frees to light the pleture. From a dls- tance thoy are even lovelier than at close range Miller park seema the most friendly and |ditigently used of all the parks. It has & popular golf course, tennis courts, a | very attractive elub house, and the lake |in July and August swarms with little boys swimming. This season a double equipment of playground, swings and slides and plenic tables and benches have been scattered about. The ifttle lake | with its flowery island is fed from an artesian well, and it is & joy In this part of the country to watch clear water rip- pling and flowing. Often on a hot evening we take our supper in the park and, sitting on a cool bank. watch the boys at their pranks in the water. It reminds one a bit of the Serpentine in Kensington Gardens in Lon- don, and the island looks charming enough to entice even Peter Pan. This park was started some time about 1890; the trees were planted broadcast, with the idea that when the time and Lrees as were not needed could be cut. I have been told that Judge George B. Lake is responsible for the planting of the wonderfully beautitul avenue of white birches. All lovers of Miller park ride and drive worshipfully through this en- chanting arbor. Tn early epring, with the tender green just showing, these trees bring the mind the great Frenchmen who painted in the Forest of Fontainebleau. Do you sometimes remember that the two broad. picturesque bridges, which add so much to the general charm, are souvenire from the Transmississippi ex- THE BEE: OMAHA, MONDAY Park position? 8o far no Jarring note has ap Peared in the arrangement of this park As It ix entirely man-made, this 1s = rather remarkable fact The iron spring brings a great many people; they come from miles around with their juge to get the water which 1s supposed to have medicinal qualities of value. A very pretty ceremony takes place every year on the shore of the lake, when & minlature man-of-war, decorated with flowers, is launched in memory of the dead in our naVy. There is alwave quite & crowd, and in such surroundings the whole affair takes on the nature of a pageant. It Is an extremely pretty thing to watch from a distant vantage point Once or twice during the summer a band plays on the veranda of the club house, but there mre not such crowds to hear it as at other places. 1 suppose be oause the nefghborhood fe not at all con- gested. For the casual listener this is a pleasant feature. 1t is to be hoped that musio in the parks will become a regular thing. The people certainly love it, and of all amusements, it is the most Innocent and deltzhteul, at crowds go to Central park iIn New York, and what fine prokrams they hear! Last summer I heard the Minne sota State Municipal band at Lake Har riet, on the pavillion overlooking the water. It seemed a vastly worth while Institution. A few afternoons ago I noticed a ball wame in full swirg in the southeast cor ner of Miller park, with a goodly audi- ence on the generously asupplied green benches, As 1 drove home it seemed to me that this park catered to more varfe- gated interests than any other. 1 think it is greatly beloved and appreciated by the north side people. It should grow more and more beautiful with added years of growth. M L. The school gymnasium, where the per- formances arc to be given, has been fitted up with a large stage, having all the appllances of the modern theater, The net proceeds will be turned inte the athletic fund. Following are the May pole dancers selected: Misses — Cella Vest, Marg: Huln Campbell, Catharine Wocd- Elizabeth Sefbert, worth, Ftta Barenston, Helen Johnston, Amy_ Zihau, abel Neisen, Helen Tyner, honnr of Mr. and Mrs. Martin Herskinds |and Mr. and Mrs. Orlie Wilson. | _Mr. and Mre. Frank Parker entertained ll din.nor hturfl-y evening, Thelr Irving Allison, Arthur Dial, Cllfford Keirle and Floyd Rogers. The Dorcas society of the Christian church met with Mrs. Willlam Menko and plans were made to hold an ice ©ream social the latter part of this mk A pleasant surprise was 2 King nll first of the week. Qnt were: Meadames Reed, Alback, , Jaspersen, Krenzer and lllu Krenger. Miss Genevieve Jones {number of her friends in entertained seventeenth M d:.y:'l‘hlfim;er Robbi Mhtr hm—afi Syl Mey- ers, m Gwynne, "fi ‘Tompkins and Tasoboamer, 'll‘ Ruth Wall OBNE"‘IJM number | grug young friends Aflm Thn- &u nt were mour, thol l-lou. Rm unl, bunn’n' M Wlll ’l‘lll essrs, Harold Black, ' Elmer 4 Olnn.h Aftes Athflooo 'y _returned around Flor- Oo find a fine lunch awalting them at the Wall home. Dundee. e odh ST, Jorn Tosster o Jev. Mrs. Miles McFayden en L bridge club last Fri o A son was born ’l'hundny momlnl‘ to ud lflrl Henry B. Leme Nolan hn- been pflm Mrs. T, 'Tad |sosourning st Brostslor C, B. Little of Chicago was san last week of his sisf rs. B h Mfs. J. B.' Ruth returned Wi lmm Florida, where she apent t.he win- 11m Ladies’ soclety of The Methodist women met at the par- presbyierian oW d of B Dundse :‘mu..rlu! ’odnud:y for a soclal time. women a&-“; % :‘i- tor the r.:""‘" o '1.% Bhay TS E Photps £ th-A“utvq' on mbers of the high school M}.nh: mn ‘went to Florence Sat m B S ot e r::um trip being o at ll’- o cloa: members of the English Lutheran ehmh gave . farewell party in the o Ray” Mr, &nd M, Ringer, who wers for Rev. Mr. rs. rescnted with & cut glass dish arewell gift. A pleasant surprise part last Tuesday even: at Miss Anna Campbell, in honor of Mi B ey e i o 8 wo eague. sented with a gold league pin. Florence. Miss Allle Houston is the guest of Mrs. Fred Teal at Lincoln, Miss Price of 'l‘eknmah ll the guest of her sister, Mrs. R. Wi Mrs. Frances Vll!nr of Llntoln is the guest of Mrs. Alfred Reimer. Mrs. M. Metzinger of Blair was a guest of Florence friends Tueaday. Mrs. N. R. Fleck was a Council Bluffs caller ‘Thursday, where her sister s very {ll. Kansas City was the Q. Brenneman, M. Brenneman of guest of his brother, J. Monday. D. Deyo, who spent the winter in Ore- #on lnd 'Washington, has returned to Florence. Mr. and Mrs. J. W. Shaw and family Are now occupying the Dudgeon property north of town. Mrs. W. B. Parks, who has been visit- ing relatives in Kansas City, returned the | first of the week. Mr. and Mrs. R. H. Oimsted and Rob- ert Otmated have moved into thelr sum- mer home at Florence. Charles Brenneman of Cedar Rapids, Ia., was the guest of his brother, James Q. Brenneman, Tuesday. 04d Fellows and Rebekahs of Florence gave a banquet and program at Odd Fel- lows' hall Friday evening. The Ladles’ Ald soclety of the Metho- dist church will meet with Mrs. Harriet Janssen Thursday afternoon. Mr, and Mrs. Charles Hubbell, Misses Goldie and Mary Hubbell were guests of Mr. and Mrs, A. Larson Sunday. Harrington. who was a guest of friends at Pawnee City, Neb., returned home Monday. ' Ald soclety of the Flor- ence Presbyterian church will meet with Mrs. Carlson, Wednesday afternoon About thirty of the young people of the Florence Christian Endeavor soclety at- tended the meeting in South Omaha on Tuesday evening. Mr. and Mrs. Frank Parkor em-nun»d at @ dancing party Saturday evening in Mr. and Mrs, f, MGA.A from .F vfl“w-fil The Dundes cirele urv;um lu(uo met Mrs. G. H Brayton and Chicago_are the guests of '?“l‘:“ the Child Con- londay with Mrs. W. L. Brayton. Miss Ruth Harte has returned three month ¢y it i Chillicothe, 8. A Huuur ent ed at bridge W.amldny afternoon for u Bdith An- derson of Chicago. Mra. entertained the members of m-‘iummv Tuesday afternoon. Mre. Delworth Carter 18 the guest of her dwfhltl‘. Duval, and Mr, club at her home o, My Iinntu Mr. and Mrs. George Crosby returned from a winter in California l.ll‘ other ‘western points Thursday. Miss Jean Morton of Nel WaAS a guest lln llll '.ek Smith and Mrs. Mrs, Oscar Hlllll entortumd inforroall Wednesday afternoon for Y Armla Jaeger, who leaves Dundee this week. Mr. and Mrs. T. N. Crosby entertamed at dinner Wednesday in honor of the birthday anniversary of Wi P. Warner. Mrs. N. H, Nelson recefved the mem- bers of the Omaha Woman's club, of -hlch she is president, at her home Fri- day. The Dundee Ci & kensington rs. ward nren G! tholic Circle will ha ndl:z at ti home 'o’ allahan, Webster t3 8. Jaynes of St. Paul, Minn., AM "rl Ralph Murphy of Jacksonville, Fll“?l‘ guests of Mr. and Mrs. W. B. ‘ond Mr. and Mrs. Van B. Lady celebrated {heir, twenty-fifth” wedaink anniversary Monday evening. One hundred guests were present. Mr. and Mrs. ¥. S. Hamilton enter- tained at dinner Wi for their ests, Mr. and Mrs. John Yarwood of ndon. England church dinner of the Dlllfli.O nual Prnbyurlu: church ven evening of \hy“ 1:&‘!'-0 fi teresting” mmm | West Ambler, Mrs. M. Leming had her back nvervly wrenched by a bad fall on Thursday. Mrs. Henry Parks expeets to leave soon | for an extended trip to Michigan to visit elallied ! been on the sick lm lh last fnnnuht with & severe clu; of the grip. Seven matrons of this vlclnny 'Illl contest for & silver al at the ¢ on Friday e\'nnln“ ll.y T Miss F. A of Madison w the | week-end er slotora Mrs. F. A,] | Wellman a (5 H. # Miller rs. _Park Edgar will .nur in the West Side Woman's Christian Temper- ance ynion Thursday afternoon | Mrs. M. MoGrall and daughter, Heltn' of Lincoln are the week's guests of her short grand opera and musical comedy. [Dom(hv l)nvu. Goodel Fuests Ml ‘daughter, My t ntm- frop & Ad' oy e s Gladys Banghart. Summer Co D Dr. King's New Life Pills will rid the system of fermenting foods and polsons | Keep stomach and liver healthy, . All druggists. —Advertisement. —— Famed Theater Closed. NEW YORK, Ma; ! ~Wallack's theater at Broadway and irtieth streeta, made famous by Teste, Wl ack and the last of the down town theaters which a genera- tion .v re in the center of activity of | Nfiw nrkl night life, was closed” to- H mother, Mrs. M. Moore, Bn South Fifty- | fllll street, | 1, who has been the guest n" Bugene Pittman, turned to the soldters’ home at Island Monday. Mr., and Mrs. M. Mallon arrived this :;Gk fVM()m Ll“fol’lsla on a \:‘!;fl to thelr | lece, s, vens. ex] fo locate 1n Omigea. b Bhtied | this 13 tor Mnk Rodgers left here Lfi, \ast Colo‘. return wnh him. Tts_ g uun N S 'ia‘ B N S d wife of onu:r R BT nunnnt n two mnthl 'Il D‘ E. Garnt nn? k Dunn ente the Ladies's Ald soclety at :h.rgu three-course ! finished. nieoce, e next Mrs. will hu-u- at tm of the tomr on Ralston. Mil) tertained at puty lt har home 'gu lay evening. * ‘arl Millus~ returned f o:u'fl oy T BT t an operation. burn of s P v Batiraay tor several do 4;5 3 visi ‘at the home of 37 a"Mra. Pro Miss ’llllufh 'hmr -nlghmm-a lt a o present Omaha_ were Hlu mmu- Chase, Miss Grace Hellig and M; m?‘h‘ members of t) ndl ocom- the Se: Count a5 ":::.mm., oy club house Thursday nnd ‘ SAUSAGE, CHEESE AND JOKES Many Good Things on Card for Those Who Ealist Under the Banner of King Ak-Sar-Ben DEN DECKED OUT LIKE A BRIDE “Decked out like a June bride,” {a the way Gus Renze describes the interfor of the Den this year Never before has the interior of Ak-S8ar-Hen Den been deco rated for the Initiatory ceremonies. This year Rense has been working for weeks getting the decorations up. walls are all decked out in colors, lights, bunting and statuary There are to be more stunts, more jai- tiation, more sausage, cheese, butter- milk and ripe jokea than ever before at an opening night of Ak-Sar-Ben initia- tion, June 7 i the night set for the opening. The Pharmaceutical aesocii- tion 1s to be entertained and initiated that night. The night of June 4 the Travelers' Protective association s to be entertained. June 2 the South Omaha men are to be Initlated and entertained Thursday night, May 6, {s the night for the first rehearsal of the Initiation crew. Those who desire to take a part with the working team are to be at the Den that evening by 8 o'clock. They must be patd up members OMAHA HOSPITALITY PRAISED IN LESLIE-JUDGE BULLETIN Omaha comes In for some more good publicity In return for the hospitality ex- tended to the meeting of western division agents of the Leslie-Judge publications. In the trade bulletin which that estab- | Mshment issues to its own employes and agents the front page of the April 17 pumber containd an account of the Omaha meeting together with photo- &raphic fllustrations of the banquet given at the Loyal hotel in honor of EMitor John A. Sleicher and the luminated arch of welcome lettered for the guests. #0 that the | GIRLS GET BIG ORDERS FOR CANDY AT GYM SHOW Advance orders have already heen re | eelved by the Business Girls' club, mem. bers of which are going to make 200 pounds of home made candy to sell at the gymnastic carnival and folk dancing festival of the Young Women's Christian assoclation at the Auditorium Tuesday | evening | Nearly. & doren Kkinds of confectionery will be made by the fair hands and | placed on sale for the good of the cause |and the delectation of those who are lucky enough to get it No alum, benzoate of soda or anything Ilike that to be feared, say the busi-| ness girls The Kitchen of the Domestic Sclenco elub at the “Y" will be used to make | some of the confectionery, of it will be made at home S. ARION LEWIS LOSES HIS SUIT FOR COMMISSION 8. Arfon Lewis has lost out in Chicago while much |in his sult brought against the MHarris Trust and Savings bank. This is a case In which Lewis sued for alleged services |in procuring the sale of bonds for the |purchase of the Omaha water works to the syndicate in which the Harris people participated. Depositions were taken in Omaha about a month agoe for the case, which was tried last week to & jury in Chicago with a finding In favor of the trust company. How M Harred Got R omach Trouble. “T suffered with stomach troubla for years and tried evetything 1 heard of, but the only relief I got was tempora untit last spring I saw Chamberlain's | Tablets advertised and procured a bottle of them at our drug store. 1 got immedi- ate rellsf from that dreadful heaviness after eating and writes Wayne, from pain iIn the Mrs. Linda Harrod, Obtainable every- stomaoh," Fort Tnd. i b+ b A BREWERY WORKERS GET AN INCREASE Nearly 500 Men Have Their Pay Check Boosted Two Dollars & Week After Conference. P CONTRACTS SIGNED FOR YEAR Omaha brewers yesterday after- noon granted an increase of $2 a week to 475 men classified as as- {stant engineers, drivers, beer bot- tlers, roustabouts, firemen, helpers, coal shovelers and brewery workers, who will recelve under the new scale, in the order named, $25, $20 to $22, $17, $13.50, $19, $18, 318} $20 lto g23. Charles Metz conducted the negotia- tions for the brewers, while John Ralder of Cincinnatl represented the brewery men. The conferences were held in room 407, Karbach block, and the last meet- ing yesterday afternoon found the men and thelr employers on good terms. The men did not in all instances get all they apfea for, but the brewers in- creased their first proposition. which |was between what the men have been |recelving and what they demanded. In the éase of mssistant engineers they have been recelving $33 a week for & week of seven elght-hour days. They askod for $26 and arbitrated on §25, which wan 50 cents more n the first propo- sition of the master brewers. Most of the other settlements were on the same basls of ralses. Before the last conference was ad- Journed the contracts were signed for the ensuing year, which was satisfactory to all concerned, it was reported. $5,000 in CASH PRIZES PAID TO 208 Prize Winning Chauffeurs - who Average 7,722 Miles i the Second Annual Ajax Tir¢ Mileage Contest Alired C. B. C. Bode, St. bo-l Albert Nathes, % Boder g, foepee: e "Space doss mot permit et nnh of the ~l m"{'h Judges. : To the employed” chauf- s S i Vg s o4 we extend our appreciation, Renewed ‘Third annual renewal of the Ajax Tire Mileage Contest for em- ployed chauffeurs is announced. Il mith, Springfield, Mass. Laurence Ross, "l'lmmon. N. Y, '#o“ Qt' n!.’:.'h‘.?‘u First Hnm Prize Winners - 200 100 Stodderd, F. L. Y Guaranteed in writing 5000 Miles Cadillae, lohw W Peerleas, N. Gott Mllfl. oum- Smith, Livery . Mazwell,' Williem H-l’ . 100 Packard, A. H. Bode, um # y AJAX-GRIEB RUBBER COMPANY, inc., 1796-1798 Broadway, New York Branches in 18 Leading Cities Chlcufi).?nnch 3 Michigan Avenue Factovies: Trenton, N. J. Knn-uClty Branch : _173‘ Avenue \ p { “Talks on Newspaper Advertising” By TRUMAN A, DeWEESE, Buffalo, N. Y. e rtising “Staples” and “Specialties” ‘‘But, look at the manufac- turers who have g'rown rich without advettlsmg says the skeptic. Of course manufacturers have grown rich without ad- vertising The manufactur- er of a ‘‘staple’’ can do busi- ness from year fo year with- out advertising. It is the manufacturer who has trade- marked his staple, however, and has built up a good will asset for it throngh advertis- ing who has made the great- est success, Others have trailed along in the path which he has blazed, doing business on the strength of his advertising, bribing the consumer with premiums and buying the dealers with ‘‘free deals.”” Did you ever hear of a manufacturer making money out of a spe- cialty--without advertising. Now, what’s the differ- ence between a‘‘staple’’ and a ‘“‘specialty?”’ A ‘‘staple’’ is a ecommodity that is in universal use, like soap, soup, erackers, matches, cof- fee and tea. A ‘‘specialty”’ is a product of inventive genius, usually covered by patents, intended to meet a want that never existed be- fore. In most instances it may be classified as a lux- ury rather than a necessity. The average person might easily get along without it. All salable commodities can bhe classed as either ‘‘staples’’ or ‘‘specialties.”’ Sometimes a ‘‘specialty’’ comes into such wmiversal use through years of vigor- ous advertising that it may become classified as a ‘‘sta- ple.”’ And this naturally di- vides advertising into two classes: (1) those who have to create a new want; (2) those who supply a want that already exists. The ad- vertiser who manufactures a ‘‘specialty’’ has to create a new want; the advertiser who manufacturers a ‘‘sta- ple’’ is trying to fill a want that is fundamental in hu- man nature or has its source in universal habit or custom. Modern merchandising, therefore, presents two ad- vertising problems calling for different plans and wide- ly different methods. The manufacturer must recog- nize this distinction, espe- cially if he is to get the larg- est results from money ex- pended in newspaper adver- tising. If he is manufactur- ing a specialty his advertis- ing ealls for edueational work of a far—reaching char- acter. He must bring about - changes in the habits of the people—changes in their methods of doing things. A certain manufacturer of crackers once upon a time put thirty thousand dollars of good money in his pocket and sailed for France with the declared intention of changing the tastes and diet- ctic habits of the French people. His thirty thousand dollars was soon gone and he had not made a deat in the racial habits of the French. He ocould not wean them from their own bakery prod- uts. The French, by the way, are the best hakers in the world. How could 1 sane man expect to ‘‘educate’’ them away from the habits and tastes of centuries? The manufacturer of a certain well-known breakfast cereal spent a hundred thousand dollars on the Continent of Europe trying to educate the people to eat his breakfast cereal, only to learn that Continental races are not a breakfast eating people. The manufacturer found out what he should have learned before he inaugurated this extensive advertising cam- paign, that the breakfast ce- real habit is largely an An- #lo-Saxon habit. He didn’t have money enough to change the gentury-old hab- its of the Continental races. The man who made the safe- ty razor had to educate men away from the barber shop and the old-fashioned ‘razor. The manufacturer of shav- ing powder had to teach men a néw method of lathering their faces before shaving. (Fetting down to the brase tacks of the proposition we therefore arrive at the con- clusion that selling a ‘‘sta~ ple’’ and selling a *‘special- ty'’ are two very different problems. A ‘‘specialty”’ is purely an advertising prop- osition-—~you cannot sell it withont advertising. You must first educate people to use it, and having created a demand for it, the distribu- tion will naturally fall into the hands of those dealers who are the natural distrib- ntors for a commpodity of that character. In order to. secure the widest possible distribution it is necessary to make an extensive use of the newspaper for ‘o in’’ on the edueational that has been done by the ~ manufacturer of a ** ty.”” Just how Advertising may become an importang factor in the merchandising of a “staple’” will be shown in the next ‘“‘Talk.”” | TRUMAN A, DeWEESE, vare s s ew