The Post-Signal (Pilot Point, Tex.), Vol. 33, No. 52, Ed. 1 Friday, August 25, 1911 Page: 3 of 8
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THE POST-SIGNAL.
0. J. MOFFITT & SON, Pubs.
Published every Friday in the Post-
ioval building southwest corner of
square.
ONE DOLLAR A YEAR.
The Publishers are members of the
Printers' Mutual Insurance Associa-
tion of Texas.
THIS PAPER RLPHESENTED FOR FOREIGN
ADVERTISING BY THE
GENERAL OFFICES
NEW YORK AND CHICACO
BRANCHES IN ALLTHE PT.INC.iPAL CITIES
Advertising Rates
All notices calling attention to a spec-
ial occasion for the raising of money for
charitable purposes or for public benefit
will be charged for at the rate of 3c a
line.
Resolutions of Respect and Obituaries
will be charged for at the rate of a
line, (1 words make a liue.
All business locals will be charged for
at the rate of 10c a line for tirst insertion
and 5c a line for e ch subsequent inser
tton without change.
Rates for display ads furnished on ap-
plication .
Time Table
SOUTH BOUND
Dallas & Wichita 5:42 A. M.
M. K. &T. No. 3 6:02 A.M.
Katy Limited No. 209 7:21 A. M.
Dallas A Wichita 11:25 A.M.
T. & P. No. 31 3:05 P.M.
M. K. &T. No. 1 2:32 P.M.
Katy Flyer No. 205 6:36 P.M.
NORTH BOUND
Katy Flyer No. 206 10:17 A. M.
T. & P. No. 32 11 ;00 A. M.
M. K. &T. No. 2 12:23 P.M.
Dallas & Wichita 5:10 P.M.
Katy Limited No. 210 9:05 P. M.
M. K&T. No. 4 10:25 P.M.
Dallas & Wichita 10:30 P.M.
Woodrow Wilson has accepted
the invitation to speak at the
State Fair at Dallas on Oct. 28.
Governor Baldwin of Connec-
ticut is out for the democratic
nomination for Vice President.
Ballinger is petitioning the
Legislature to pass the proposed
road bond law permitting the
issuance of road bonds by a ma-
joity vote.
The Catholic party in Mexico
in convention indorsed Madero
for the presidency. This prac-
tically assures his election. De
La Barra was favored for Vice
President.
Preeident Taft has plans for a
trip through the west including
the Pacific coast, beginning
about Sept 17 and lasting six
weeks. He aims, perhaps, to
pacify the westerners and make
to his advantage for reelection.
Senator La Follette of Wiscon-
sin has come out in favor of gov-
ernment ownership of the rail-
roads in Alaska and of govern-
ment control of the natural re-
sources of that rich territory. He
says the people are waging a
losing fight against the corpora-
tions.
The illinois legislature has ap-
propriated $20,000 for purchase
and fitting of a poultry farm with
the view of teaching poultry
raising. It will not be long un-
til every state will conduct ex-
periments in this industry as is
now being done in the other
branches of farm industries.
The special road district, in-
cluding Lewisville in this coun-
ty voted last Saturday on issu-
ing bonds for good roads. The
proposition was oerried by 264 to
120, which was 8 more than the
necessary two-thirds. The coun-
ty will now have an example of
good roads by bond issue, and
we predict the results will be
so favorable that other districts
in the county will follow the ex-
ample set by Lewisville.
Legislative News Letter.
Austin, Texas, Aug. 21.—This
is political kite season in Texas,
and many a queer craft can be
seen floating in the breeze, and
lest the grandstand forget, a sky
rock< t now and then illuminates
the huriz >n, but the signs ablaze
in the political skies point to
rough weather.
Tno investigation has been
going merrily on and many a
politician has been playing
hands by confessing the sins of
others. Many Antis refuse to
recognize the authority of the
committee, and a contest to de-
termine its jurisdiction is now
on. Three members of the house
were arrested Friday and a jail
sentence was imposed in one in-
stance, but the committee re-
scinded the action. The life of
the present committee will end
on August 30th, but a joint com-
mittee to continue the probing is
contemplated.
The Appropriation Bill is about
ready for the consideration of
the Governor. As a whole, the
bill is quite an improvement on
anything of th« sort passed in
recent years and an examination
of the items reveal that our so-
Ions tried to seize the swift horse
of progress by the bridlq as it
passed. Of course there is hu-
man nature all through it and
many of the items have had bad
latin upon them, but the legisla-
ture struck the trail of civiliza-
tion occasionally. Another leg-
islature and Texas will be get-
ting on its feet.
The state Senatorial and State
Representative District Bill has
passed the House and Senate
and the bill is as dry as a powder
house. The Governor, however,
may not approve the bill and the
Pros have not a sufficient ma-
jority to pass over his veto. In
the event of the failure of the
Legislature to harmonize with
the views of of the Governor, it
is likely that there will be no
legislation at this session and the
districts will remain as they are
for the present.
There has been eighteen sub-
jects submitted for general leg-
islation to date, as follows: Ap-
propriation, redisricting, re-
pealing the automatic tax law,
payment of deficiencies, special
appropriation for prosecution of
election frauds; prescribing a
uniform system of text books,
prescribing and fixing the juris-
diction of the Supreme Court,
reforming and Revising Civil
and Criminal codes, creating a
State Normal Board of Regents,
creating the position of Public
Highway Engineer, amending
the fire insurance law; an eigh-
teen hour law, Congressional
re-districting, correcting errors
in Civil and Criminal codes, for
transfer of process of sale of
Mustang Island to School fund,
amendment of the pure food
law, amendment to fish and game
law, road law permitting bonds
to be issued on a majority vote.
Twenty-four local subjects also
have been submitted.
The appropriation and re-dis-
tricting bills have passed both
houses. The senate refused to
repeal the Automatic Tax law
and other matters are under way.
Of the le gielation submitted the
most important to the people is
the amendment to the road law
permitting the issuance of bonds
on a majority vote instead of a
two-thirds vote as at present,
and creating a position of public
Highway Engineer to co-operate
with county and precinct officers
in building public highways.
Business Building
By DUNDAS HENDERSON
Advertising Manager of the C. E. Zimmerman Co., Chicago.
Have you land for sale? List
with Southern Land & Loan Co.
\ [SDQn
Bui dHh
m
Syndicated Adv^rtiaing fiervfee Supplied
C&ZIMMEPHMGO Chicago.Ill
The First Requirement
of an Advertisement.
When you sit down to write
an advertisement for that space
in your local newspaper, the first
question you should put to your-
self, if you are one of those men
who want to see their advertise- j
ment bring results, i*, What
must be the first requirement of
this advertisement?
I wonder how many men
amongst the tens of thousands of
retail merchants throughout the
United States, who are now do-
ing advertising, could answer
this question satisfactorily?
Not Many.
The first requirement of an
advertisement is to attract atten-
tion. To catch and hold the at-
tention of a possible customer
necessitates something in the
announcement that is different
from the ordinary run of type
matter in the paper and also
different from the usual style of
advertisements therein. Further,
that "something" must compel
the attention sufficiently to hold
it till the prospective customer
realizes that she or he wants to
read the rest of the advertise-
ment for the sake of what is said
in it.
There are several ways of at-
tracting attention. One is by
means of a striking headline in
bold type, another may be plan-
ned by the use of plenty of white
space in and around the ad, and
one more means is the use of
some freak arrangement of the
type matter. Attention may al-
so be got by a combination of all
of these ways. But there is still
another way of attracting atten-
tion that beats them all.
It has been found in small
towns and especially in dealing
with goods that sell mostly to wo •
men, that a good illustration is
the best means, not only to at-
tract attention, but to hold it
and create interest in the rest of
the advertisement. The illustra-
tion should have human interest
and action should, as far as pos-
sible, enter into it by means of a
figure of a man or woman perfor-
ming something or shown a3
having done something, the re-
sult of the "something" having
been done, being depicted.
For a long time it was thought
that comic piotures were the best
means of attracting attention
and many of the readers of these
lines are still of the same opinion
While this may be so to a very
limited extent, it has been found
that they do not create that de-
sire to read the rest of the advt.--
tisement that is necessary to its
success. Also because they are
comic they cause laughter, which
means that the amusement ex-
tends to the contemplation of the
goods and even to the advertiser
himself. When an advertise-
ment is laughed at, it seldom
carries conviotion to the minds
of possible customers. A well
drawn picture with a touch of
humanity in it is, therefore, the
best means of attracting attention
to an ordinary retail advertise-
ment.
The illustration should be well
drawn. A badly drawn or sil'ly
picture reflects on the goods and
the store. It is better to do with-
out the illustration altogether
than to have a bad one. And
the picture should not only be
well drawn, but it should blend
well with the rest of theadvertise
ment.
While it attracts attention, it
should also direct the mind to
the other portion of the advertise-
ment that creates interest and
brings conviction. Pictures of
the "reason why" kind in adver-
tising ara the latest evolution in
retail publicity. They have been
used for a longtime in successful
national advertising. A glance
at the Saturday Evening Post or
any of the good magazines will
show this and it will prove an-
other thing, that comic pictures
or carticatures are not usually
emplayed by those big advertis-
ers to exploit their goods.
Having settled in your mind
that good illustrations are the
best and surest means of attract-
ing attention to what you have
to sell through your newspaper,
you will naturally go on the hunt
for those pictures. You may
find considerably difficulty in
getting good illustrations locally
and when you do, you will prob-
ably find the price to be away
above what you can afford to
pay. And to use a bad picture
will be worse than no advertise-
ment. What are you to do?
Here is the cure. The natural
evolution of retail advertising
has brought into being one or
two high grade concerns, backed
by ample capital, who are syndi-
cating out this kind of illustra-
tions along with complete adver-
tising service. "Syndicating"
means this: those concerns pay
large sums to artists of high
standing to draw pictures that
suit your advertising and em-
ploy advertising writers of na-
tional reputation to get up mat-
ter to go with the piotures. Those
complete advertisements are sold
in thousands of different towns
for use locally and, because of
this method of syndicating, can
be bought, in a series of 52 , one
for each week in the year, for as
low as one dollar per week with
copper-plate electros of the illus-
trations. Much of this latest
style of advertising has been
classed as equal to the best pub-
licity that has made success for
many of the big department stores
and national advertisers. At the
top of these columns will be
found reduced fac smiles of those
advertisements taken from a ser-
vice of that class. This sort of
advertising is called Syndicated
Advertising Service.
No merchant need be without
the best means of successful ad-
vertising when he can buy illus-
trated service at so low a price
as this. It is now making success
for thousands of retailers thru-
out the country and is the very
latest in retail advertising.
Remember always Mr. Retail-
er, that attention getting is clas-
sed as about 60 per cent of all
retail advertising and when next
A TEXAS WONDER
The Texas Wonder cures kidney and
bladder troubles, removing gravel, cures
diabetes, weak and lame backs, rheu-
matism, and all lriegulai iti( s of the
kidneys and bladder in both men and
women. Hegulutee bladder tiouble in
children. If not sold by jour druggist,
will be sent by mail on receipt of $1.00.
One small bottle is two month's treat-
nn nt and seldom fails to perff (t a ctue.
Dr. E. W. Hall, 21 2<i Olive St., St. Louis
Mo. .Send for Texas testimonials. Sold
by druggists
you write an ad without us-
ngtlnb)st means to gdt that
attention, you are losing about
60 per cent of the entire value of
your announcement.
Full particulars of this kind of
success building illustrated
syndicated advertising service
may be obtained from the editor
of this newspaper. Why be
without the means of building
success for yourself, a means
that has already accomplished it
for thousands of other merchants
in the same position as you are?
DR.' COX'S
PAINLESS BLISTER
Guaranteed to give satisfaction and
blister without pain or your money re-
funded. For sale be all druggists.
Hany Counties Helping.
District Agent Wm. Ganzer of
the Federal Demonstration work
returned Monday from a trip
to several counties under his
jurisdiction. He said that other
counties which have agreed to
contribute to carrying on the
Farm demonstration work with-
in the past few days were Brown,
with $500, Archer with $400, and
Wise with S100, put up by the
Commissioners courts, on the
understanding that the Federal
government would put up an
equal amount. Mr. Ganzer is
very hopeful that Denton coun-
ty will put up the $450 asked of
it by the government for the
work, especially in view of the
fact that the demonstration
agents are to hold their meeting
here next year.—Record and
Chronicle.
After President Taft vetoed
the Statehood bill, both houses
of congress passed another bill
providing for the admission of
Arizona and New Mexico after
they have made certain amend-
ments to their constitutions,
eliminating the recall as applied
to judges in the Arizona consti-
tution and a slight change in the
New Mexico constitution.
Beware of Ointments for Catarrh
that Contain Mercury
as mercury will surely destory the sense of
smell and completely derange the whole sys-
tem when entering it through the mucous sur-
faces. Such articles should never be used ex-
cept on presci iptions from reputable physicians,
as the damage they will do i« ten fold to the
good you can possibly derive fro t them. Hall's
Catarrh Cure, manufactured by F. J. Cheney A
Co., Toledo, O., contains no mercury, and is
taken internally, acting directy upon the blood
and mucous surfaces of the system. In buying
Hall's Catarrh Cure bo sure you get the genuine.
It is taken internally and made in Toledo,
Ohio, by F. J. Cheney & Co. Testimonials free.
Sold by Druggists, price 75c. per bottle.
Hall's Family Tills are the best.
President Taft signed the joint
resolution for the admission of
New Mexico and Arizona. His
signature was placed on the do-
cument at 3:08 p. m. Monday.
Before these territories become
states the election amending their
constitutions will have to be held
Both territories are so anxious
to get into the Union that the
proposed amendments are al-
most certain to carry.
A. P. Russell, who shot and
killed his seven-year-old son
Sunday night at Gainesville and
then blew out his own brains, is
believed to have been crazed
from heat, which on that day re-
gistered 111 degrees
Old pipers for sale at this office
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The Post-Signal (Pilot Point, Tex.), Vol. 33, No. 52, Ed. 1 Friday, August 25, 1911, newspaper, August 25, 1911; Pilot Point, Texas. (https://texashistory.unt.edu/ark:/67531/metapth291180/m1/3/: accessed May 6, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Denton Public Library.