V
SUNDAY, JULY 13, 9S.
THE MORNING AS10RIAN, ASTOKIA, OREGON
CHANCE
By th
How to Close the Deal.
The 'editor of Printers' Ink ays ia a
recent issue: "Advertising, in the re
tail field, bring inquiries and customer,
but the dealer's consummate skill, tact,
and kindly consideration are the influen
ces which must be brought to bear on
the undecided purchaser. He must sup
ply the psychological effect that the
printed ad lacks. The merchant who
expects good results by mail from an ad
writer should take into his confidence
and give him a great deal of informa
tion that it would not be advisable to
tell the public. The adwriter should
have the same inside knowledge that an
attorney demand in conducting a law
suit It is evident, therefore, that in
every store clerks must work in co
operation with the advertising manager.
It is essential that every employe knows
his business, that is, the details of his
department perfectly. It is necessary
that his argument be concise, yet strong
enough to close the sale. On the other
land, every employe should assist the
advertising man with-every bit of in
formation that may lead to the cpnelus
ion of a sale by mail.
Making Retailers Provide Good Copy.
How can the publisher make adver
tising pay his advertisers! The first
element needed in a solution of this
question is good copy.. Some convinc
ing argument must be used, some at
tractive bargain offered, some definite
idea conveyed. Without this all that a
publisher can do would not be sufficient.
He might print a model paper that every
body in his territory reads, and give the
copy the moM attractive display possible
he might put it in the most conspicu
ous part of his paper, and yet it would
bring no returns were the text meaning
less. The first thing to do then is to
educate your merchants in the art of ad
vertising. Help them in the prepara
tion of their copy, get them to study
the advertisements of successful mer
chants in large cities that appear in
your exchanges. Persuade them to take
mail courses in advertising from some
of the good correspondence schools.
You might secure "tuition certificates
from some of them in exchange for ad
vertising and give those to the largest
merchants. It would pay y"ou well.
Then there must be an advertising wri
ter on your paper, one who has taken a
course in advertising and knows about
the different sizes of type, the various
faces and the entire technical end of the
business. He should help advertisers in
preparation of itheir copy, and in doing
this he would help the printer to a
great extent, as well written and
properly arranged copy greatly facili
ates his work. W. Q. Adams, Publish
er Daily Inquirer, Owenboro, Ky.
Truth Will Out.
Merchants who think that to cut
prices is an argument brought! forth by
the ad-man, to induce the use of more
advertising space, are just a little bit
on the wrong track. Cut prices are
necessary to the best business inter
ests of any firm, but not when based
on the general haphazard cut price idea.
A merchant cuts the price on an article,
remaining on his hands longer than is
reasonable. Goods out of season, stock
that is damaged,or edibles which will
rot, if kept longer, are all entitled to a
ut, to enable the dealer to get his mon
ey back and induce the customer to
take the goods. The misleading special
sale advertisement is, however, a sad
mistake. When you have bought wrong
why tell the prospective purchaser, you
have bought the latest, even if yon cut
the price to tost! Tell the customer
it was your mistake, and you are wil
ling that he or she shall profit by it.
It will be appreciated. Last season's
goods should be advertised as last sea
son's merchandise, ro matter how low
the price. Some purchaser's are up-to-date
on styles and will never forgive
you for bringing them to the store un
. der false pretense.
HIS OWN WORST ENEMY.
' The dealer who refuses to advertise
in a paper, because of a H-isnal griev
ance against the publisher or any of
his employees is like the woman who
refuses to participat e in a soiree given
refuses to participate in a soiree given
is her (so-called) enemy. Nothing like
finding a reason for an excuse. But the"
sdage holds good,- that while you may
be bitterly opposed to your Republican
paper's policy, its readers are just a
strong supporters of the publisher, as
you would find among the subscribers
of its political contemporary. Fact is,
if the readers of one publication are
worth .catering to with an advertise
ment of yours, certainly the readers of
the pther, more than equally as large
in number, are worth reaching out for.
(Otherwise advertising in neither case is
worth a cent You certainly woald r.ot
SHOTS
Ad Man.
refuse Pill Jones' trade because you
didn't like him; why should you refuse
to seek the clientele of a paper, because
Bill Jones works for that paper! Nay!
N'ay! Mr. Merchant sinallne has nev
er beget bigness! Expansion is the
order of the day Come out of your
little shell.
AN INTERESTING EXHIBIT.
One of the interesting exhibits at the
Portland fair, and one that i instruct
ive to the general merchant, is that of
Closset & Devers, who have a large ex
hibit of coffee tea and spice, in the
magnificent agricultural building Cof
fee and spices are shown just as they
are picked from the trees in the Orient
and Central America. Nutmeg plants
and particularly interesting. The grow
ing tea plants are from China, Japan.
Ceylon and India; coffee trees from
Guatemala, Costa Rica, San Salvador.
Nicaragua and Ecuador, and allspice,
ginger and coffee plants from Jamaica.
Thev also have a Central American
plantation house with the interior dec
orated and fitted up in Japanese style.
There is also a complete coffee milling
plant in operation.
Coffee is served to all the visitors
who care for it A number of exhibit
ors use this method of sampling their
products to visitors, and wherever used
it has proved to be of advantage to the
trade. -
HIS EQUAL SELDOM HEARD.
There is every reason to expect a
large audience of merchants, etc., at
Foard 4 Stokes' Hall tomorrow evening
at eight o'clock, not because it' a free
treat but because the man who is to
speak to the business men of this city
and their employes, knows his subject
and knows it well. He has addressed
large bodies of representative men in
every city he has visited and whenever
he did so, he was asked to come again.
His style is his own, while his argument
is so convincing, that OKU Wortman &
King of Portland closed their store Fri
day, the 14th at 4:30 P. M., that he
may address their 600 employees in a
body at the Unitarian Church which
they rented for the occasion. Nothing
else need be said to encourage you to
hear Mr. A. F. Sheldon of Chicago, to
morrow night. It will, indeed, be a
treat.
SALMON WASTET.
When salmon packers ay they can
not advertise their product to any ad
vantage, it ia almost too true. Salmon
cheek are permitted to go to whosoev
er desires to have them, while every
body who once tates them, likes them.
Some people who never did like wtlmon
like salmon cheek. Why wast good
part of a fish, simply because rw feasi
ble way of putting it up, ba ..been
found. Why permit the public to re
main in ignorance about salmon, when
a little different package at a little
higher price will enable the packer to
educate the people that a good salmon
steak is palatable and nutritive besides.
Why permit the jobber to say, he won't
handle your goods except at such a
price, when advertising to the people
will create a demand at a higlier retail
price, incidentally compelling the jobber
to buy your goods at your proportion
ately more profitable price.
EXTRACTS FROM
Rusty Mike's Diary in White's Sayings.
A ship won't make much headway in
dragging an anchor and a business
won't make much headway dragging a
lot of old fogy notions.
Not to advertise because it's summer
is just about as sensible as it would be
not 10 eat because it's winter.
Tina t'ima ail rart iuf-ment will fatten
vour bank account about as rapidly as
one meal a day will fatten a hard work
ing man.
A NEW VARIETY.
A New York woman tells of an expe
rience which she had recently in ono of
the large department stores. She was
looking for some house furnishings, and,
walking up to one of the floor-walkers,
anked whether she could see the candel
abra. "All canned goods two counters below
just to tty. left," an(wnd the of
ficial guide,' briefly. Harper's Weekly.
Forced to Starve.
B. F. Leek, of Concord, Ky., sayss
"For 20 years I suffered agonies, with a
sore ou my upper lip, so painful, some
times that I could not eat. After vain
ly trying everything else, I cured it with
Bucklin's Arnica Salve." It's great for
burns, cuts and wounds. At Cbas. Rog
ers' drug store; only 25 cents.
WILL LAY VALDEZ CABLE. V J ' R R ff : . fek ' 19 n B E H I af-fil 1 1 f ft f I 1
Cableship Burnside Lave, Seattle For IB ll 1 1. 0 II I3 1 1 1 II it I 1 1 1 B 1 1 L f J 111
Alaska to Lay Cable.
Seattle, July 22. The cableship Bum.
dde sails tomorrow for Alaska to be
am laying the government cable between
Valdex and Seward, 2H miles of which
she has on board. She ha lieen deluycd
n account of an incomplete crew.
Major GWsford, in charge of the sig
nal service bureau in this district, will
go .North on the Burnside to be present
at the ceremonies incident to splicing
of the cab'. at Vaklei. He will return
in about two vek.
KOMURA CONTRIBUTES.
Establishes Fund for Teaching Japanese
Language In Seattle.
Seattle, July 22. Baron, Jutaro Ko
mura, Japencsc plenipotentiary to the
peace conference soon to convene in
Washington, D. C, found time yester
day before leaving for the East, to make
a careful inquiry touching the educa
tion of the Japanese children residing
in Seattle and, just More, his depart
ure, to announce that he would eon
tribute the sum of fcWO to be expended
on the education of the children in the
language and literature of Japan.
SOCKEYE PACK SHORT.
Will not Exceed One Half of Capacity
of Sound Canneries.
Seattle, July 22. Cannery men of Pa
get sound concede that the sockcye sal
moo pack for the season of 1905 will
fall considerably short of the estimate.
It is now believed that the total pai-t
will not exceed one half of the capacity
of the combined canneries and that it
will mean the failure of a majority of
the packing companies engaged in the
business.
The sockeye run should fairly un
der way at the present time and the fail
ure of the fish to appear at sufficient
Humbert to constitute a run' 6a caused
general alarm among the infiwets con
nectcd with the industry.
FRANTIC ITALIAN
SHOOTS C0UNTRT3CAH
Man Whff Trie to Wrong Girl Shot By
Her Brother.
Portland", .l'uly 22. Louie Faratf to
night fatally nliot and wouiuled Carlo
Bornanto, whom he accused of trji'ng
to harm hi (Farari's) sister. Fiirarf
alleges that llornanta enticed Iwriht.
a house and' attmpfi-4 assault.
Farari arrived' on t lie scene and Born
anto sought safety m flight pursimt' by
the angry brother- Bwmanto turi td'ou
Farari with a knife-and the hitter shot
him five time JbmrMto will die. T3
men are Italiiar.
WISCONSIN- INDICTMENTS'.
Milwaukee County CrandJ Jury (a
, tinnes trBetnnr True Bills.
Milwaukee, ilily it The grand? jjry
of Milwaukee county invest igatifig allcg
ed graft, retnied scrfral indict mmt
this evening, if is sai'il that fifteemttnn
bills were found. Tine sheriff w'sV art
immediately.
ASUrpnassParty.
A pleasant surprise party may BegjT
en to your stomach ad liver, by talcing'
a medicine which will relieve thairt paln
and discomfort, via: Dr. Kins- Nevr
Life Pills. They are a most wtnderfut
remedy, affording sure relief Midi cure,.
for beadacie, dizziaess and con'rtipaUoita.
25c at Chaa. Rogers' drug stout..
If you an not eat, sleep or wife,, feel
mean, c and ugly, take HoWst-1
Rocky 39iimtai8 Tea this month. A
tonic foirth- sick. There im.remIj
equal tw- it. S3 cents, Tea. on TaUb
at Frank, Hart's drug store,.
BehnKe-Wdller
Business College
If yon are thinking f at blading bus
iness college you cua. not afford t? Ig
nore the best in ifco northwest. Our
equipment is unsura'i.ed west of Chi
igo. On account vt our rapidly increa
ing attendance
WE WILL MOVE
October First to our elegant new quar
ters in the
ElKs Building
now being completed at Sevenih and
Stark streets. Our graduates are all
employed. Placed 207 pupils In lucra
tive positions during the past year,
Send for our handsomely illustrated
catalogue. Free. Address all cominuni
cations to our present quarters in the
Stearns Building, Portland.
UUlliil I1L I peuiy UUbPluiiy
I You May Want j
J A furnished house, rooms or stow, J J
Make your want known to the
i , readers of this paper. If yeu want 1
I a tenant for a house, soma reader
J may be the desired party.
' Obtained by Advertising in th?
0 Want Columns of the Morning V,
J ) Astorlan. ,
1 DAILY 7.000 READERS
HELP WANTCO.
WANTKip GIRL FOR HOUSEWORK.
Mr. K. Osburn, 700 Irving Avenue.
WANTFD-GIRb TO WAIT ONr TABLE
and do other light work. Apply 403
Duane Street,
TYPEWRITERS.
BLICKENSDERFEU TYPEWRITERS
supplies, repairing. Ross & Ross, 200
Stark street, Portland.
CANNING MACHINERY FOR SALE.
COMPLETE SALMON CANNERY OUT
fit, especially adapted fer fall pack
ing. Capacity 350 to 400 can per day.
Apply to F. P. Kendall, Room 5, Ham-
rTtfcffl Bldg Portland, Oregon. !
STEAM WOOD SAW.
MOORE BROS; WILL BE IN ASTORIA
witli a first vla steam wood sav on
or atwit' Aug. J'J. leave orders at 131
Astor Bl fl 27-1'mo
TO" RENT HOUSES.
FOR RST-r KDOXf HOUSE. WEST
of Post Office. E'rtqwJre at this office.
FOR REST-SIX flXmt HOUSE FOR j
rent Inquire lftS and Jerome ave.
.1
0FT1CES" fW RENT.
THREE OFTICE ROOM EN SUITE.
One front. Tythian buflding. Apply
So Dr. VangfiaT in bulttliig:
HOUSES WANTED.
WANTED STVEN-RbbM" FURNISH
ed louse, centrally located Blaine
AstortinV
CAH'Fo'a""Bifis;
SEALED PRCWOSALS Vm.tf.llK RK
: mcmmI at tit, office of ' the-architect
a th OotWent-HoUl until 2" o'clock P.
V., JHf 17, forpiMng and cappfng foun-
fetio on lot, tob 11th -and rrnane sts.,
riavOre. Ay S. Reed.
CALL- POR BIBS.
Offlr, Pirtland, Dreg.,
;Jw 83, im. Healed jposals will 1
wwivtd here lor the. e.umvauon, run
et mansorn wrk,.tJci, in connection
with the conitrHtiMi,if portion of. The
n-n .r..ili rniiul. (oimnhia River,
Drer, and Th., until 11 A. M, duly
... 1 1. 1-
it, 190.J, anjtwn puuiviy oH-iir,
... . t. r
formation wjn appiisrauon, . v.
Langfltt, Mjj.KngrA.
SEALED 110P0SA&S WILL BE Re
ceived aft the ofllweof the Light nous
Engineer. Portland,. Ore., until 2 o'clock
P. M.,.3iriy 27; lfli, and then opened,
for furnWlitig mihuellaneous articles lor
the Lifhn House Establishment, ff the
fiscal yeafl ending June 30, 190G comprising-
Hitrdwai!; Fipe, fitting, etc.
Paints, oils. etKM Soap, match, eto.j
Lubrktg oii. etc.j and Lumber, in
accords ncs with spccifieatiens copies or
vhk with Wank proposal and other
lnfomatkm, Kay be had pon appli-
cation to Major W. C. Langfltt, Corps
of Engineers, U. S. A., Engineers.
MILK DEALERS.
IP YOU VALUE YOUR HEALTH
You will demand PURE MILK, Fresh
From Healthy Cowa,
It Is our aim to supply the need. Qot
us, while new-comers are reoommended
regular patron continue to 4e& with
to our milk depot by knowing friends.
Morning or night delivery.
THE 8LOOP-JEFFER8 CO, 10th and
Duane street.
MEN AXO WOMEN.
I'm Bl m tot nnmrl
dlK irci,laOnimtl.o,
Irnuiium or sliwrslloM
.1 mima.. m aiAnihrMHaa.
I - " .h.I.m Dai.it.. kil nul ulrin.
tTMC EyMlClUMICU Cl. fast or i.onon.
tISCKIUII,f 1 )M r Prsnttsu,
1 lT ipr. p'piM.
f 3 tl AO. or I iMiltlra S2.7S.
SI ",.!.. . ...
V..VH.MI r.M. " -
rlalltar.
Situations Wanted Advertisements
Twice Without Charge,
BUSINESS DIRECTORY
Clara B. Simpson,
PUBLIC STENOGRAPHER.
Room 2, Over Star Theater.
FURNITURE.
ROBINSON & H1LDEBRAND
floodman Bliitf. 589 Commercial 8t
FURNITURE, Carpet. Bedding.
Stoves, Matting, Window 8hd,
LINOLEUM, Cu.
BILLIARD HALLt.
Occident Hotel Bar
OX Billiard Hall.
Tables New and Everything'
First Clasi.
Fineif bfand of Liquors and Cigaii
MCAT MARKETS.
FRESH AW) CORED MEATS
-WhofMrCeand IteUilI-
Ships, Logging tip and Mill Sup
plitd on dtort Notice.
Llv Stock Bought and Sold.
WASHINGTON MARKET
CSRISTENSCN A CO.
Central Meat Market
G- W. Morton A J no. Fuhrmiit, Vap't,
CHOICEST FRESH AND SALT
MEATS PROMPT DELIVER,
,642 Commercial 3t Phon Mslrr 3Zf
RESTAURANTS.
FIRST-t'LA-.S MEAL
for 15c; nieecake, coffee, pie, or
doughnut at U. S. Restaur
ant. " i Bond St
BEST 15 CENT MEAL.
t. ijtf st
10U C9-'. ' . ..
15-ccnt raeiiS m the city at the
Rising Sun. Kf4urnt.
S12 Commercial St
LAUN3RIES.
The Troy Laundry
Th only whit labor laundry In th.
city. Dom th best work at reasonable
pniaM avid h In vry way werthy 0
your pairanag.
1QtH ihI DUANE St.. Phon. im
BROKERAGE.
C. J. TRENCH A RI)
RmI Ettat, Imuran, Cnflilr
and Shipping
CUSTOM HOUSI 1ROKER.
OfflM 133 Ninth Street, NmI to Jitstio
Offlo.
ASTORIA, OMOOM.'-
i. m. .
HOTtva
HOTEL PORTLAND
PORTLAND ORE..
Finest Hotel U th Northwast
BLACKSMITHS.
ANDREW - ASP,
Blacksmith.
Having installed a Rubber Tiring
Maohln ef th latest pttm I an
prepared to do all kind of work at
reasonable priess.
12th and Duan St.
WOOD YARDS.
WOOD! WOOD! WCOD!
Cord wood, mill wood, ben weed, any
kind of wod at lowst prloes. Kely,
th transfer man. 'Phon 2211 Blaok,
Barn on Twlf th, eppqiita opr
r)w, . .
Inserted
AT SEASIDE
Th Morning Aitorian
i on ale at
Lewis k Co' Drug Store
and
Morrison & Greenbaum'i
,' "' Cigar Stor.
SEASIDE DIRECTORY.
HOTELS.
THE OSIER CAFE
Horn Cooking, Quick Service
Oyoter, C'lttin. Cral In any style,
11
Don't FF 73c for a Dinner
While J'mt ran prt it at Oder's for 3,.
llridge street, on ?Vt way to the beach
Kverythlng ncW tfnd clean. ,
MRS, C. i'IKM, Prop, '
rVstMe, Oregon,
COLONIAL HOTEL
I.iKnt in th uiot I'citutlful spot, &vr
looking Hie oran. Ninety elegut,tly
furnished- rooms, ,
Bath' Mous In Connection. J
Comforts' f hmw. Uct fttceU. " '
Hates, ti and
REST.tdRAftTS.
LOUIS OYSrf HOUSE
Shell Crabs, CU)M.
Oystrt In any style, At flic end of
the bfMjj.
Try We will plae' fiM,
THE HEMX0CK CAFE AND Of'tffft
PARLOR.
Is getting to- th lending resort' $
Seaside,
Shoit oid'ers a Jipwiiilty,
MRS. H. A. STrr.f:.", Proprietor.
, TRY OUR 35tf MffMRS.
Tite like lliolhi f llHed' f. CiMik.
Tht Arlington ftsfirarant
i'xff ftl'.wk, at the biidje, KeaMtlV. tiiw,
WINES AND UQVm&
Ibry Kintn nd Harry falfrt
Are, now runiiltiit Th Brldg Sal on-,
Vre 'l1". IW I' r'eawd to im-a tin it
friend.
THE GEM
U'lul.. ad H... tliMli tt kloll. Ill, 'L'ho fil'tll.
I'ur Liiwuf. (otd Ileer, Hilt firad ,
C'ljfars a 5iecialty.
THE OCEAN
The most popular loon
AT SKASIDK.
Billiard and Pool: lUU In counoction.
I. .1. CALLAHAN'. I'rop, ,
in. .ni-'-Msmm iiii.ii ,j
EAGLE SALOON
f lmice Wines, Liquors and Wigar.
Finest jdcn In 8eaide to n-t a pleas
ant lir.
FllAXK SMTT, Prop,,
DENTIST
DR. T. L. VAlh
524 CommerciyJ Sti ' Aitojk, Oreaoru
; VAUG1UN,
Dkxtist
Pytllaa Buildlntf, Astoria, Oregon.
Dr, W, C. IaOGAN
. v DENTIST
578 Commercial St., Shanahan Building
PROFESSIONAL CARDS.
PHYSICIANS.
. JAY TUTTLE, M. D.
PHYSICIAN AND SUHQEQN.
Aetlng AwtnUint Burgeon
U.S. Maria HoiltAl Hervlee.
Dfflce hours: 10 to 13 a-m. Ho 4:10 p.m.
477 Commercial Street, lu4 floor.