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
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First-class job printing facilities.
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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.
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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