PACK TWO ASIILAND TIDINGS Thnrsday. October 7, 1912. Ashland Tidings SEMI-WEEKLY. ESTABLISHED 18TC. Issocd Mondays and Thursdays Bwt It. Greer, - Editor and Owner B. V. Talcott, ... City Editor SUBSCRIPTION RATES. One Year $2.00 Six Months 1-00 Three Months 50 Payable in Advance. TELEPHONE 39 Advertising rates on application. First-class job printing facilities. Equipments second to none in the Interior. Entered at the Ashland, Oregon, Postoffice as second-class mail matter. Ashland, Ore., Thursday, Oct. 7, '12 HOW TO INTEREST PEOPLE IN YOUR ADVERTISING. A flood of light on this question, over which merchants have so both ered their heads, and for which spec ialists draw lavish salaries, was thrown the other day by a homely little story of domestic life. Benjamin, a boy, was playing with his kid sister. There was friction. Mother interfered. "Just what are you trying to do?" she asked. "Trying to amuse Julie," said the youngster. "Then why don't you play Julie's way?" Much of the advertising for which good money is paid in fact most at tempts to interest the public in all kinds of enterprises, fall because "they don't play Julie's way." They fail to study the desires and temper ament of the people whom they are trying to interest. The average merchant who takes up the problem of writing an adver tisement for the first time thinks about in this line: "I have been in business here ten years. I feel confident that I have the best good Jn my line in this town." He gets up an Jvertisement reading something like this: "John Smith, Reliable Dealer in Groceries and Provisions. Cuctomers' interests given prompt attention. We' carry the best goods for the least money. Give us a call, Telephone 463," ' That Is not playing the game Ju lie's way. It takes for granted that . every merchant thinks he gives the best service for the money". If you would play the game Julie's way, stop a moment and think what the public Is looking for. 'This Ib a day ef high ttrifes. The public, with ft worried look 6n its face, 1b looking for low cost goods. It is a day of shams, and the public is looking for good quality. Prove that you have those two things, and the business is yours. The only way to prove it is to tell .the public enough plain, cold, com mon sense facts about some particu lar article or articles, that they can see for themselves that the thing is good value. ALL PEOPLE ARK AFRAID DEATH. OF Every man who thinks at all is afraid of death. He may be more afraid of something else, of loss of honor, health or money, of going to a dentist, or, like the man in Pick wick, of life without buttered muf fins, but he chooses death only as a bad alternative for a worse. If he is not afraid of another. A man will go up to the clouds in a balloon who wouldn't go down into twenty feet of water in a submarine. A steeplejack may be afraid of dogs and a lion tamer of riding in an ele vator. We know a man who has made a great reputation for coolness under fire of battle, who gibbers with fear whenever he has the stomach ache. One man fears fire, another burglars, another railway trains, an other measles. Conduct In an emergency depends on many things besides those ab stract qualities known as "coward ice" and "courage." A man is apt to act calmly when his surroundings, at the time the peril presents itself, are customary and familiar, when his nerves happen to be sound or when he has time to meditate on his action and weigh carefully its consequences. Again, a man may be persuaded to shame or glory, as the case may be, by the example or his neighbor. One person afflicted by blinding fear may turn a hundred men into a panic stricken mob or he may convert them into a throng of heroes through their very horror of his conduct. And one man who has established his moral equilibrium quickly can instantly convey fortitude to the others. Cour age and cowardice both like com pany. Phone job orders to the Tidings. AN UNPRECEDENTED FEAT. The Progressive party has achieved the greatest moral victory in con structive politics since the founding of the Republican party. For a party within five months of its inception to spring to the second place in the poli tics of the United States is something heretofore unheard of in the history of pupular government. It has made the slogan of human rights the key note to which all successful political action must hereafter be pitched. It has made honest politics and govern ment free from the domination of big business the test by which every party and every public servant must abide. If Woodrow Wilson and the Democratic party live up to that test, then they will have a show of re newing their lease of power in four years. If they do not they will find themselves confronted with the mass of the people of the United States under the Progressive banner. They will not then meet a divided antag onist. The Progressive Republicans who voted for Wilson because they believe him to be progressive will not do so in 1916 unless the Democratic party makes good along progressive lines. The Republicans who remained in the Republican, party simply be cause it was the Republican, party will perforce fave to seek a new party home. The interests are no toriously ungrateful and, having used the Republican machine and its candidate, they will cast it aside as a sucked lemon and seek what other organization it may control. It will not seek to control the Progressive party because big business has no use for any party which honestly stands for the initiative and recall, espec ially of the judiciary. Someone has sam, .1 care not wno writes your laws if I may write your songs." Big business says, "We care not who writes your laws if we can make your judges." Therefore the Progressive party will continue to have the an tagonism of crooked business as it had in this campaign. Whether Woodrow Wilson is not bigger than Tammany and Taggart remains to be seen. If America gets progressive legislation it will be solely because the Progressive party has made itself in one campaign such a formidable antagonist that it is able to force it from the .reluctant lawmakers of the. Old parties. The Progressive party will be the dominant factor in the history of the next four years, and i fear of this is the reason of the at tack of the interests being centered upon Roosevelt rather than upon either of the other candidates, both of whom claimed during the 6am paign to be progressives in fact though not in name, They fought Roosevelt and the Progressive party because they fear them and hoped tb ct-Uah them so that the new organ ization Would go to pieces; Iii this they signally failed. The Progressive party comes out bf the fight stronger than It went in, and this not true of either of tha old parties. The strength of the Democratic party has been in the fact that it has not often been compelled to abide by its record on the fulfillment of its promises. The strength of the Republican party In recent years has been the strength of the big interests. The latter strength 'has proven inadequate and the Democratic party cannot in 1916 rely on a record of promises. It must rely upon the performances of the next four years. Both parties are therefore weaker than before the election, while the Progressive party, having polled an unheard of vote for a new party, is unmeasurably strengthened by the contest. Not Enough Farmers. The high cost of living, about which we hear so much, is just now doing its supreme act. Living is now higher than at any time since the Civil War. That is to say, the prices we now have to pay for the necessar ies of life in a normal state of gov ernment and industry are surpassed only by those exacted under normal conditions when all the laws of na tional economy are overturned. This is a serious matter for the average man.. It is not harming certain classes whose incomes are increased by the Increase of the cost of com modities they are breaking even, or have something on the credit side. We can hardly place .the average working man in that class. He may have had Borne increase In his wages. but never in proportion to the in crease In his outgo, and he is there fore the high-cost victim in the end. There seems little doubt that the existing conditions are not entirely due to the greed of the minority. The trusts have something to do with high prices, the middleman has sonie-J thing more, the retailer has still an other portion. But the nation is not producing enough. Farming Is prac ticed insufficiently to meet the de mands of the population. There is scarcity all along the line. Cattle, hogs, chickens, sheep and all stock are neglected because so many men who would make good farmers are staying behind in the city. A STATE IN BUSINESS. The state of Wisconsin, a leader in progressive government, has taken another step forward. The state has now entered the life insurance busi ness. Any resident of Wisconsin may now secure a life policy offering many advantages by application to the state officials. Wisconsin is the first common wealth in America to take this long step in governmental care for the people. The state insurance plan is but the first step in a program which if car ried out as planned will bring to the citizens of Wisconsin, through co operation with the state government, old age pensions and many other fea tures of government aid which are enjoyed by residents of foreign coun tries but by none in America. The legislature of 1911 authorized the issue of policies of life insurance and annuity contracts by the state through the life fund without re sponsibility on the part of the state beyond the amount of the fund. This act has aroused wide inter est, not only throughout the state and in other states, but also in foreign countries. By the act the insurance depart metn was allowed two years in which to put the system into operation, and the department has now prepared forms of applications and policies, schedules of premiums, tables of costs of insurance and reserves and other data and forms for carrying out the provisions of the law. The state of Wisconsin is prepared to take applications for insurance in the life fund. The first policies will be issued simultaneously as soon as a sufficient number of applications are approved. Absolute certainty in the fulfill ment of the contracts is the first con isderation. A mathematical reserve is provided for on the safest basis in use by American ilfe insurance com panies. Proyision is made for a death rate corresponding with the American experience table of mortal ity. The reserve is required to earn interest at 3 per cent. Applicants must be between the ages of 20 and 50, inclusive, and may choose any one pf the following plans: Ordinary life, 20poyment life, 10-year endowment, endowment &t aSe 65. or term to age 65. OUR OWN FASHION LETTER. The good Cardinal CavailarC pa triarch of Venice, tells us in a pro test against present day feminine fashions that the men are disgusted with the clothes women wear, No doubt the opinion of the men folks has some weight in Italy and In Europe. Maybe it has in America in isolated cases, but not at all in the matter of clothes. The American woman pretty thor oughly understands the Ynasculine gender. In her dissection of all male character she finds him a liar, or a conceited puppy, Or a booze-fighter, or & smoke chimney, or a grouch, or a buff&on, or an ingrate, or a .sissy, and ten times put of ten, more or less selfish. So, why should she pay the slightest attention in the world to any man's disgust over such a per sonal affair to her as her clothes? Another thing: This matter of following the dictates of fashion isn't so one-sided as man tries to make it. Whether he has only $5 or $50 to spend, man wears the style of duds in fashion at the moment. If he doesn't care one way or the other, they make him take the style ttny way. What can be more outlandishly awkward than the generally accept ed shape of his shoe, with the toe that looks almost human in its agony of distorted pain? "Frills of fashion" is supposed to refer to feminine frills, but what's a vest but a frill? What earthly use Is it except as a background for deco rations of soup and pudding? The coat is, to be sure, a useful garment, but somebody please ex plain quick why men put buttons on the backs of the sleeves and half belts around the backs. Xo frills here. Of course not! And why the open space at the top into which all the weather in creation can tumble and play with a man's throat and lungs? If the authors of the world's pop ulation didn't take themselves so blamed seriously they'd see, every time they went out on the street, the continuous vaudeville scream in the lids of the passing human males. Take the derby. Always was and is an inverted soup kettle. The slouch hat? Verily, the clouchiest, clowiest thing this side of Thibet! No, the male of the species has no monopoly on modesty and simplicity. It is not much use for one to ex pect a heavenly ;;bode 'n the world to come unless he tries to put some thing of heaven into his earthly home. CARDS, DANCING AND THEATER. John Wesley, founder of Method ism, never .vetoed any amusement but cock fighting. But the modern Methodist church has been austere enough since 1872 to prohibit the trinity of amusements named above, to leave this to the conscience of in dividual members. If you leave a child alone in the house with the jam pot and a long spoon, he will get indigestion and smear his clothes, even if t you tell him not to. If he is allowed to have his jam at the table with the grown ups he will get what he needs to stimulate his appetite, and keep well and clean. The same principle ap plies to amusements. The diversions named above, at their best, render very distinct ser vices. v Card games wake people up, tea'ch them to decide and act quickly. Dancing promotes physical self-control, gives the gawk at least the bear ing of a gentleman. The drama teaches truth with a force that no oratory, pulpit or otherwise, can ever acquire. . The Christian who is forbidden these diversions thus loses a chance to become socially more efficient and to become of more service in the world. While it is very true that thees amusements at their worst are de moralizing, it is also usually true that a man who has self-control enough to avoid such diversions altogether has self-control and discrimination to use them in a way to get' good and not harm from them. Once the pipes of an organ in church were deemed to be peculiarly a haunt of the devil, and novel read ing was a sin. By and by men were sensible enough to see that the Lord might as well have the organ pipes working for Him as for Satan, and that an enormous amount of human suffering was being saved by the publicity given to abuses by writers like Dickens. In the same way one never hates lies and hypocrisy quite as much as when their true effect is set forth by the realistic pictures of the theatre. tStXSSSn The Home Circle Thoughts from the Editorial Pen. This is a 6ecretjust between us folks. Those who live in what is called the congested districts don't know anything at all about real com fort and joy. For the greatest joy the world can bestow is the Joy oi : noroe-ounaing. Ana in tne city, with ho space at all to breathe in, how can they really build? They can erect houses yes. They can fill them with rare treasures or cheap imitations, according to the dictation of their purses yes. They can even fill them with the Sp'rit of Home-r-yes. But the Veal, genuine Joy in home-building the quiet places have the noisy places beaten off the may if I may indulge in the vernacular. . Now this is one advantage that the woman in the country has over the woman in the city she can do her own work! I fancy every city woman would scream and then faint, a this juncture. Yet I contend thai there i3 greater peace of mind, more genuine comfort, in a servantless house, if that house be not too pre tentious, than in one whgre'the con venience of the family is secondary to that of the help. This Is the difference between the city and the country housewife. In the city, in the more or less early morning hours, the housewife makes an effort to wash the breakfast dish es before doing the multitudinous tasks that lie before her during the day. ' She gets the dishwater well soaped and of the right temperature. The telephony rings,- aqd upon answering it is informed by Susie Welloff, who keeps three servants, that she was just dying to talk to her, to ask her what she thought of that new rule in auction bridge. And does"she believe that Mayme Cheatem really does it? And what did she think of Kit Weath- erbee's new Buit? Wasn't it the lim it? And didn't she recognize Sally Makeshift's old gown that- she had tried to disguise under new trim mings? Wasn't it laughable? And was she going to Nell Goit's bridge that afternoon,' and what was she going to wear? And, "Now good-bye, dearie. It's such a comfort to call you up you always do me so much good." The housewife goes into the kitch en and thoughtfully tests the dish water, which has grown cold. Put ting it on the stove, she goes to an swer the front doorbell, and tells the book agent that she already has more books than she has room for. Yes, she realizes that her library will be Incomplete without that particular set but So, with the added burden of hav ing encountered the contempt of the PurcfflounlataWalerlce Do Not Throw Your Apples Away on a glutted market. Put them in cold storage for better prices. Your potatoes will not sprout or grow soft in cold storage. Get our prices, which are as low as in the east. . WOOD AND COAL We have a limited amount of dry wood for sale, and the best Washington state coal for the lowest possible price for cash. ASHLAND ICE AND STORAGE CO. TELEPHONE 108 book agent, for having been too ig norant to appreciate his Compendium of Useless Information, she rejoins her dishes. ' She washes a dish. Then the milk man claims her attention. She washes a dish. The telephone rings, and a voice from way yonder de mands, "Who is this?" (And blessed be Elbert Hubbard, say I, for his re cent flaying of this almost universal form of annoyance this Incessant telephone query, "Who is this?") Then, the voice deciding that it has the wrong number, the woman goes back to her dishes with an irritation that was absent before, an irritation iiiuui,cu ujr niai vuicu liuiu w ixy uii yonder. She washes a dish. Then she remembers that she must get in her order for her groceries, to avoid j order of the day in Macedonia, delay. She goes to the telephone I Meanwhile, the great powers solemn and orders a quarter's worth of ; ly made proposals and wrote diplo Hamburger steak where once a j matic notes. Program succeeded dime's worth would have sufficed, scheme, and agreement succeeded and a few pounds of potatoes, and then goes back and washes another dish. And so her morning goes! It is a hurry-flurry to get things slicked to gether in some kind of shape, so she can rush off to the afternoon bridge, at which she is due. Then home to cook a' hasty meal for the man of her and the children of her, if she happens to have any. And so on a wild scrambling from morning till night, pither in the kitchen or around the card table. The woman in the country has no j eifition was born, a new and preg sueh diversions no such dlstrac- nftni act In the male of European tlon, no uch interruptions, Sh ij works hard yes but she works methodically and uninterruptedly, There is no wild excitement in her life, - but there is -peace. There is no hurry-flurrry, no bridge, no so ciety with a capital S, but there is comfort. There is' no snobbishness, no insincerity, no straying for place but there is security. There the spirit of true democracy reigns; there the class linesare drawn by mental and moral qualities not by those of be realized, and the Turks, with the wealth or social position. J consent, if not under compulsion ot In the city, for those who strive, i the powers, will give absolute guar Is unrest and heart ache, and a false f anties of the execution of these re sense of values; in the country it is j forms. From "The Progress of the perfect freedom and the real joy of j World," in the American Review ot living. I Reviews for November. Cbm Special Off e? the Ashland Tidings and LaFollette's Weekly Magazine BOTH A FULL YEAR FOR ONLY You can read every week what Senator Robert M. La Follette, the fearless champion of the people's rights, the leader of the pro gressive Republicans, thinks and says for ONLY 50 CENTS MORE THAN THE PRICE OF THE TIDINGS ALONE A stirring and momentous campaign is opening. You will want to be posted. You will want the record of your congressman. Does he represent YOU? You will want information about the great issues that you and friends are talking about. Senator La Follette knows what is going on at Washington. He is on the ground; be hind the scenes. He tells you all about It in LA FOLLETTE'S WEEKLY MAGAZINE. Sixteen pages of crisp editorials and interesting special arti cles each week. LaFoUette!s One Year, $l.Q0j Our Offer: The Tidings One Year, $2.00) $2.50 To new or old sobscribcrs who pay in advance. Address all orders to the Tidings. The New Balkan Union. The sudden appearance of a new and formidable corporate power, the Balkan Confederation, is already an. important factor in the game of Eu ropean politics. As long as the four Balkan states, Bulgaria, Servia, Mon tenegro and Greece, acted separate ly, they were helpless. As long as agents of Turkey or the powers were able to stir up Servians against Bul garians, and Bulgarians against Greeks, to mutual quarrels and mu tual slaughter, the foolish and wtck- ! ed game went on and the Turk prof- j ited. Moslem atrocities upon Chris 1 1 tians were counterbalanced by Chris tian massacres of Turks, until mur der, rapine and desolation were the program. Up to the first part of last month the plain truth would seem to be that neither Turkey nor the great powers intended to do anything at all. When the Balkan states real zied the truth of the adage that In union there is strength, and acted' upon this realization, the moral au thority of the so-called concert of Europe disappeared. This feeble concert, having shirked or Ignored its duties of guardianship, the sub jects of this guardianship asserted themselves, and the Balkan Confed- politic. Hardly had the notes O? Bulgaria, Servia and Greece, and the i declaration of Montenegro been handed to the representatives of the . Porte, when the old concert revived somewhat and attempted to coerca the little states and persuade their big antagonist into a reconciliation. But all signs indicate that it is too late. The Balkan war will go on or ! the reforms demanded in Macedonia ! and withheld for so many years will