ADVERTISING WISELY

"There Dent out a sotilef, and as he sowed, some fell among thorns, snd the thorns greD up and chofted .il, and it yielded no fruit. And others f ell on good ground, and did yield fruit that sprang up and increased; and brought forth, some thirty, some sixl!, and some an hundred fold."

St. Marft:

Like the parable of the sower, some men do not properly determine where their advertising seeds should be sown.

FOR INSTANCE: A big cedar shingle distributor says he doesn't believe in Lumber Journal advertising because he ran advertisements in a Lumber Journal for a whole year and got no results whatever. He should read the parable of the sower.

Weakly edited, impotent mediums do not prove the fallacy of advertising. The medium that you hear and see generally quoted is a good one to make an advertising bet on.

Plant your advertising seed in

The Prayer Of Socrates

"Grant me to be beautiful in the innpr man, and all I have of outer things to be at peace with those within. May I count the wise man only, rich; and may my store of gold be such as none but the good can bear."

He Was A Decent Guy

I'd rather have it said of me, When this old journey's through, That oq my way I'd tried to be, A friend to all I knew; Than have it said i gathered gold, And then have voices fallBecause they knew when that was told They'd really said it all. I'd gladly pass along my way, When comes my time to die, If all who knew me here should say:

"fle was a decent guy t"ur", A. Guest.

Several Kinds of Oratory

United States Senator Samuel Morgan Shortridge, of California, says there are two species of latter day orators. There is that brand of windjamming in which the orator tells his audience what he is going to tell them.

Then he tells them.

Then he tells them what he's told them.

And then there is the type of orator of the old school who uses words, many words, big words, to cover up any particular meaning he may have.

Such an orator is attorney in a law suit, and the attorney for the other side has just finished an address to the jury in which he has paid direct and vigorous and painful attention to this first orator, of whom we speak. And when his time to reply came, ho said;

"Resting upon the couch of Republican liberty as I do; covered with the blanket of constitutional panoply, as I am; and, protected by the aegis of American equality as I feel myself to be, I despise the buzzing of the professional insect who has just taken his seat, and I defy his attempt to penetrate with his puny sting the interstices of my impervious covering."

That Was Him

"Are you a clock-watcher?" asked the employer of the candidate for a job.

"No, I don't like inside work" replied the applicant without heat, "I'm a whistle-listener."

Advertising

Advertising is just sound business.

ft merely multiplies the ability of a master salesman.

It does NOT supply that ability.

You hear of the "power" of advertising.

Do not believe in it.

Advertising is simply the means of conveying thought, like the telephone, the mail, or the telegraph.

It has no "power" except that given it by the ability of some man.

Only skillful advertising pays.

It pays, not because it has some mysterious power, but because someone uses it right.

No Disease At All

"Some one sick at yo' house, Mis' Carter?" inquired Lila. "Ah seed de doctah's kyer eroun' dar yestidy."

"ft was my brother, Lila."

"Sho'! Whut's he got de matter of him?"

"Nobody seems to know what the disease is. He can eat and sleep as well as ever. He stays out all day on the porch in the sun and seems as well as anyone. But he can't do any work, at all."

"l{s sgin'1-yo' say he cain't work?"

"Law, Miss Carter, dat ain't no disease what he got. Dat's a gif'!"