TWO THE ONTATIIO ARGUS. THURSDAY. MARCH 25, 1015. THE ONTARIO ARGUS PUBLUMD KVKKY THLHHUAY J Ewtrfd In th- SCStofleS St OnUrio, Orairon, for trannniioa IhfOVfk the matin as BSSSS4 -laia matter. W. C MAKSII A LESSON IN ADVERTISING. An interesting story "f actual facts, ihowrng how advertising pari by cutting down the overhead expense and swelling the profit, was told to the University t ( )reon class in Journalism recently by C. F. HcrR, i business hum of Portland. Mr, Berg declares thai the non idvertiser pays the cost of the advertising done by the other fellow, For hi illustration be t"ok three firms handling line of the same grade in the same territory, who revealed their advertisini and their soiling cost figures, These wen' the figures! C spent 129,000 in advertising: his sidling cost was -ix per Cenl I! -pent $4".XHi in advertising: In- selling cost was four per cent. A pMt fBSjOOO in advertising; his sailing COSl was two and "iicdiali per cent. Naturally A's price to the enn-niner lor a line of the same grade in the same territory could he no greater than It's and It's no greater than Cl Yet though A spent nearly twice as much in advertising as It, his selling cost was nearl) 90 per cent less. He lowered his selling cost by selling more goods, and he sold more goods because he ad vertised more. His profits grew as his sailing cost decreased. Ac coidmgly, the man who paid the cost of A's extra advertising ovf It was II, ami the man who paid the cost ,, It's extra advertising over C was t '. This Illustration was used to hannner homo an advertising epigram before the class m Advertising at the Universit) of rregon, I 'inlay. The lecturer was ( . I'. Iterg, of Portland) vice president of I ennoii's, the widel) known glove, hosiery andumbrells firmoi Port l.md and Seattle. The epigram was ;(s follows: "The man who does not advertise is the man who pays the COSl ..i the other fellow's advertising." This u;is not the only advertising point driven home i. Mi. Uergt hut it was the one thai made the greatest impression upon the students, of whom man) will some day be consumers of Advertising themselves end who ire now trying to learn the methods and results ol Advertising so thai the) ma) waste as little mone) as possible w hen iii business. "Consumers read the costly full page ads. of great national sd ecrtising campaigns and think thev pa) the ultimate cist," s,ii,l Mr, lierg, Hut III) dull t. Aeitlier noes tne niaiiiiiaciiuei, w no cannoi decrease the ualit) ( Ins Article ur make ii cosl more to the buyei than a rival Article niiei I't- the jobber iii the retailei pay the cost; their profits remain stationary, i he iucc isful nun's Advertising is bought and paid fot l the firms that are less SUCCCSSfttL i .ike in stores, each doing $100 a da) business, each with o et In ad expense ,,: ' : 1 1 cent, ol goods .sold, and each with 25 per cent i it Om of the 10 owners sets aside 10 per cent of his sah n ccipts foi Advertising and doubles his sales, lie thus reduces his overhead expense to U'1 per cent, and ins Advertising expenses to ine per cent, ills pro! its, accordingly, are increased tO ."'. per cent, less the live pel cent advertising epen-e. Of 7' . per cent more than they were in the beginning, I lis Additional ssles tu a greet extent mean correspondingly decreased sales among the remaining nine owners; the) have paid Ins advertising bill, in creased then overhead proportionate!) and lessened theii profits pro portionately. Mr. Ilerg described the benefits brought to farmers and rural iv identi b) Advertising. "Millions ol dollsrs in labot saving devices aie Annual!) soiq to tanners tnrough tne press, lie said. " lieu an .into has In RSCOUd hill, you do lint i tie 1 1 ell ihe gas to s.ue mone) i you turn on more gas. Now, business is all uphill; there are no level grades. Advertising i the gasoline of business. I se it with judgment, hut do not tr to make voiu s. iv in- on u "Local dealers ahould use local papers i, connect with national campaigns by manufacturers," h Berg's lecture vvas illustrated b) advertising results seemed b) well known niAnufacturers ol Autos, watches, hosiery, roofing, and other line - sired results, in a community w here g' alwavs find plenty Of road-drags. roads prevail, you will I THE GREAT MEDICAL CENTER. The greatest medical center west of St. Paul and north of San Francisco is to be established In Oregon. It is to be In Portland and tO be built around the medical school of the University of Oregon, which is even now the only medical ichool in the BOTthwe t states And eemi unlikely to have any opposition. Pi rtland is asked to raise $50,000 to go with $50.000 appropriated by the last legislature to start the building program. The sie, one i the most scenic educational sites in the world, was donated by the Oregon Washington Railway and Navigation company during I'M t It overlooks the Willamette river and the city of Portland, heing on the heights south of that city, and commands a view of the Cascades the Cblumbis, the Coast range, and the lower Willamette valley. The 1100,000 that is in sight j to DC devoted tO the l'ir-t unit of a medical building, Dr. K. A. J. Mackenzie, dean of the medical school, hopei tO induce Portland and Multnomah county to join in putting up on the medical campus a large city and county hospital. City and laboratory work is expected to gravitate tO this institution, thus cen tralising laboratory work now done under several auspices. Dr. Mackenzie says some Of the most important American medi cal clinics in the United States are now found in the middle west, and that Portland, tOO, can DC medical center of national importance. The medical school of Oregon is even now rated Class A in American medical circles. IHE LATEST NEWS NOTES FROM OVER THE STATE An entire new lighting lyitin baa Juhi been Installed In Dallas. lie new crematorium at the eaatarm Oregon Htate hmpttal haa been cam ii. t.-il The Junction City annual pumpkin dhow will be held September 16, 17 and 18. Indtmtrlal cluha nre being organliaJ In niHiiy of the illatrlt-ta of Waahlng ton county. Charlen Vol, a well known buHlnaia m.m of North llend. died ituddenly of hemorrhage Mrs Jack Weiiandy committal nut ride at her home In Mend. DSSSMttl iiiii'iciiiiii-K are Masses' in a noe. Six iiumtha' atteudanee at Sunday Mchool nn the Hcntenee meted mt by .luvetill.' .IuiIkc (llllette to a delluiilent Oraats I'bhm boy. I'll'- I'nlk County Jeraey Hreedera' iiHNiK iutloii will hold a big public auo tlon May .".. at which all breed of rowa "ill lie Hold linil Hall, of Salem, haa been ap piiinii'ii Aspetj sealer i sretghts sad miKHiiriH lor the aresSSfB dlalrlet by atute Treoeeeec Kay. Kruuk SfessfKh, m-cretary of the OetSJoa state fair boitrd. haa been of fered the Hcrri'tarxtthlp of the Waah liiKton s,t,. imr board -osi it Media, of Baker, win na.v charge of the Oregon mining exhibit at the Panama-Pacific aipoaltinn. and It la the plan of the comm't'...e Id charge of the work to make th- exhibit a permanent one In Oregon after the fair. Forty accidents, none fatal, were re ported to Labor Commlaaloner Hoff durlriK the week. Fourteen of the ac eldenta were In connection with turn ber manufacture and logging, while 11 were In connection with the rail roud work. Labor t'ointnlaaloner Hoff la send ing out notlcea In r urd to the law pnsaed by the last ctalature which reKiilatea emplovm "U agenclea. Un der the new law, which becomes ef fectlve Mav '.' ii'innta must secure II SSaees from IBS labor eommlaalnner. Kollouli' sj appropriation of 120, Ooo bv i' ' highway commission, with srhlch to Improve the Pacific hlKh.;. let ween Canyon Creek can yon .mil i he Joaephlne county line, DoiicIuh eoiinty wilt appropriate a like sun In the liuprov i uifiit of (he road. VceordlliK to advleea received by State Forester Klllott from the federal forestry department, Oregon's appor tlonment under the Weeks law for teeeet Nredightlna will be fauno this year, $2000 I.-hh than the apportion Infected with rabies, the ruiiKera of the Malheur national forest have loll in. lit the Htate has rri.lv i-tl during .. ,.n arson f ssterasiaais coyotes ew.h of ,ne mHt , .,.,., Sheepmen have been notified of a meetiiiK to be held at liaker April 1 ' aa 100 coyotes within the amJ , for tn4, purpoBe of organising laat month Q ,,lftt ,hl, woolgrowera may get the I'vthian Maters of the third district moH, frolll ,,r,.h,.hl Iliurket conditions, held their convention at Albany with Botn 0rt.Bon UU(I ilUho woolgrowera iSlsptSS present from all lodges of wl bt m,t Co-operation will be the BTfiAlBAim in Marlon. I.lnn. Ij,ue emphHilt., at the meeting, and Polk counties A cllblnet Conferenee of the Y. W. One hundred and Blxt) five thousand c A aSJSBiai " represoutatlves of two war old DeeSjtSS fir tree will he ,,. QseSJOl .ducuUonul Instltutlona. planted on Head mountain, three mile. WM ,u.(, , AlDany. The Unlveralty of Oregon. Oregon Agricultural Col above Oakrldge in the Cascade uatlou al forest this year lege, Willamette t'nlveralty, Albany GOOD ROADS. It has been stated, and ti ulv , that thete can DC end in mg pios peril) in an) conmiuuit) without good roads, Good roads are one of the farmer's best assets i ,n o,i roads are big factor in making I. ii in hie pleasant, and Are An Absolute neCCSSlt) u the economical marketing of farm products. In this section ni the Snake nvei v alley, inuddv mads are not one oi the principle problems with winch the road builder is con fronted Not that we ' not have mud here, but our soil is ,.i a sandy nature, And what mud we have is not of the sticky, gumbo kind that di v s 1 1 1 . slowly, and is a serious handicap to travelers On the other hand .mi roads arc easili drainetd ami with a little work every road in this section cot i Id ic made a good road and placed in such a condition that the maintenance could be reduced to a minimum. I vei v ro.id should be rounded up al the center so the watei will drain to eitbci ide I In u are some loads, probably, that should be graveled, but il the roads were pnerl) rounded up, ver) little graveling would ie necen trj I hen the road-drag should be used. : ever) rain, ever) road should be dragged Phis elm: .iiiv u ihle mis, and .it the same Mine dues up the ri I rce use oi the road ilrag will keep a good road in gvovl con tlii ion and w .d gvxul It has proven man) I actual use that the -: drag ii hest and most ecoiu iphtycd in road w ni'st cost oi a drag is small. awA repaii s arc a minimum It is always read) io use. e.i-v i gel started and its n- uevei iails to produce the de- The lowest bid for the conatruoUon fj,!!,,, Philomath College, Chemawa of the proponed stretch of the Oolua bla highway In Hood lUver cquatx. iSUHj ww submitted by buaSfsfSj Clarkaon, of Porilaad. Training School. Salem High School, Kugeue High School and Corvallls High School associations' officers were present. GENERAL SCOTT CAPTURES INDIANS Single Handed and Unattended Chief ot Staff of Army Takes Piutes. Hlnff. t'tah The Piute Indian uprts ing in I (ah is over. Ungadler General Scott, chief ol staff Of the I'nlted States .i r in returned here with Old Polk, Tse ue i;.u aud other renegades as his prisoners General Scott took the Indians single hauded SU men hud In. a killed, aud man) wounded in earlier ftaAUOS betweeu the Indlaus aud lneiuhcrs ol the posses, headed by I lilted States Marshal Nebeker vv uh old Polk aud his sou, whose arrest was soiiKht on u murder charge. General Scott DfOttSSt vv'th inm I'hiet I'osev 4. id the latter a eldest sou. Scot 1 .lulled the eupture of the r in -Mil. n without tiring a shot Nav ajo runners loeated the Indians near Iks Navaju mnuniatae 1st the general and it was through itie tri.tullv N.o . 1 condui ted Ala uegotia tll'llS Virtually taking his life in his hands. 11 i.is believed lure. General Scott 1 the poaae v. inch had in Uliiif lor 111. uc than a numih and eiilci. .naian ..".ait oumpaaled net) l Ins aide and his Indian guides. OREGON NEWS NOTES OF GENERAL INTEREST Events Occurring Throughout the State During the Past Week. Forest to Have New Fire System Kugene A new system of forest fire protection, pstterned after modern elty fire departments, la to be uaed In the Cascade national foreat ihle sea aon by Clyde K Seiti, auperviaor. who haa outlined It. It will be placed iu operation about May 1. Klectrle alarm gongs, motocycles and horses, with eoustautly prepared packs ready for a moment s departure aud equipped with rations for four days, and also small force pumps. shovels and sacks form part of the new fire department that will cover an area of l.cci cuo acres ot timber la eastern Lane county. Five fire stationa will be SStsS Usbed, so arranged Uhut virtual!) .1: v 1 point in the forest will be acceasiul in two or three hours. E. Cope, the only Practical Tail or in Ontario, is the only practical place to buy a suit made to your order. Others try to follow but don't succed; get it here and get the best for the least money. Suits made to order from $15.00 to $50.00 The only reliable and prompt clean ing and pressing in the city. E. COPE Moore Hotel Blk. ELECTRIC POWER FOR ALL PURPOSES We can supply all the power re quired in your territory. If you need electric service for lighting, heating, cooking, power or irriga tion purposes, communicate with our nearest office, and you will have the immediate attention of a man qualified to give you informa tion, and advise you regarding the most economical equipment suited id your requirements. Idaho-Oregon Light & Power Company W. J. Ferris, Receiver J moment. Read this chat. It I z 1 A om n Coffees BEST UST a please. little coffee will profit you if you follow it You prob ably know that author ities differ as to whether coffee is good for the system. Some say it is; some say it is not; others say it has no effect one way or the other. You no doubt have your own ideas about this matter. Personally we think good coffee is a delightful and ben eficial drink. It must be good. Buy it here. WILSON BROS. M Haw A OOOOO0OOO00O t aiit nrvTiri w.x-i w fUUK ..in.. UJMU FOI R DAINTY LITTLE (I HKS TO ONE POIND PACKAOI Ontario Library. i. n Honda) ami Wednesday iM t.) t".:lKi p. in. and from 7:00 to (i 11. Saturday t'lvm 10:00 to ..!:00 a. 111.; from 2:00 to 6:00 p. m. .ail from 7:00 IS '-'O p, m. t o tt a a ft tt 0 1 0 S Gulden Rule Hutter is made from ITRK PAS TEURIZED CREAM. It reaches you in a Dust Proof and Air Proof, Neat Carton, packed four little cubes to one pound. :: :: FOR SALE U 1OIK (.Hot KK Jensma Creamery Co. Mfgs. ampa, Idaho. 0 0 0 0 0 0 0 0 0 0 0 000000000000 0 00000000OO00 4