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About East Oregonian : E.O. (Pendleton, OR) 1888-current | View Entire Issue (April 28, 1903)
TUESDAY, APRIL 28, 1903.
Made in California
where materials are
produced. The lowest
priced roofing made.
Lasts longer than all
others. It is weather
and water-proof and
tm far Woklcw
The Paraffine Paint Co.
Saa Fraacbco, Seattle,
m ii i t a ..i
BH (M DtDYtr, Colorado.
THEY MADE IT PHY
HOW STEWART AND
BONNER MADE FORTUNES.
LET US FILL
We can supply you with
Building Material of all
descriptions and sa v e
Building paper lime
cement brick and sand.
Wood gutters for barns
and dwellings a specialty.
Oregon Lumber Yard
Alta St., Opp. Cotfrt House
I have a larger .and better
liBt of Farms, fctock Handles
and City Property to s-11
than ever before. Also a big
lot of land in the coming
wheat section of Eastern
Believed In Using Printers' Ink Con
tinuouslyCreating a Demand Was
the Main Thing An Illustration of
Mr. Stewart was a dry goods clerk
Its Tlllln, O. On the summer day when
Ills real life story started he had gone
to work as usual, put his stock In or
der as usual, and -waited on his 'cus
tomers as usual. without dreaming
that he was at the turning point In
his career. In the course or the after
noon there entered a womn who ask
ed for two yards of Mnck velveteen.
After he had cut It off and wrapped
It up for her and she had left the i on the publisher of one of the great
of advertising. The yearly output of
the company is today sufficient to en
circle the earth several times. Us
wares are found In every hamlet In
the land, and It Is doubtful If there Is
a woman, even In the backwoods.
who does not know their trade mark.
The Necessity for "Sticking to It."
It is a characteristic of most con
spicuous advertising campaigns that
their success Is generally to be traced
as In the case of Mr. Stewart s read-
made skirt binding, to nn underlying
idea, but the failure to understand
the necessity of perseverance has
caused the ruin of some of the most
promising properties that have ever
been advertised Into great success. An
instructive example is that of a Phil
adelphia concern whose founder made
millions out of the exploitation of an
excellent laundry soap. For 10 years
his advertlsments were the talk of
At the outset of his career he called
counter, Stewart turned to one of his
fellow clerks, John TJ. May,
"John," he said, "did you see what
that woman bought?"
"Two yards of velveteen for skirt
"Well, that's nothing remarkable,"
"No." admitted Stewart. "It Isn't.
But It gave me an Idea. Women are
coming in here constantly for the
same thing. After they get the vel
veteen they cut It Into strips, sew j same.'
u togeuier ana nnauy turn out a very
Inferior material with which to bind
sKirts. Piow, why woman t it be a
good thing to save them all that trou
"And how would you do that?" In
'Why. get a machine that will cut
the velveteen and sew the strips to
gether. Then put it up in rolls and
sell it ready for use."
May instantly saw the value of tht
Idea. When business closed that
evening and for many evenings after
they talked the matter over, and fi
nally concluded they would go into
the business, then unknown, of manu
facturing velveteen skirt binding.
They Interested one of their friends
named Totter, and organized the firm
of Stewart, Potter & May. Stewart
and May resigned their positions and
moved to Cleveland, where they se
cured the services of a mechanic to
work out Stewart's idea for a ma
In Business for Themselves,
With their machine finished they
started into business and found a
limited market for their wares. The i
dally New York newspapers one day I
and asked the rate for a whole page.
The price given him was satisfactory
. and then he said:
Suppose I split my advertisement
up and make two half pages of It In
different parts of the paper wonld the J
price still be the same?"
The publisher told him It would.
"Well then, suppose I split It up
into quarter pages?"
"As long ns you use the space or a
page In one Issue the price will be the
Don't Be a Clam."
Before the soap maker had finished
he had an agreement from the unsus
pecting publisher under the terms of
which he was permitted to use the
space or a page split up Into inch ad
vertisements to be scattered through
out the paper. Next morning the New
lork public was startled by the In
junction: "Don't be a Clam," which
appeared In big letters In 140 places
throughout the paper. This was fol
lowed up In a few days with: "Don't
be a Clam; a Clam Never Moves."
men: "A Clam is rot Progressive; a I
Clam Never Uses So-andSo's Soap;
uon't be a Clam.
A Paying Investment.
This man spent enormous sums in
advertising along this line. Nothing
like it had ever been seen in the
country- It was freely prophesied
that no concern could stand the strain
o! such nn expenditure: but a busi
ness was. built up that was among the
largest or Its kind In America, unfor
tunately this policy was not contin
ued. The company concluded that
printer's ink was no longer necessary
Oae of the essentials of the happy homes of to-day is a fund of
information as to right living and the best methods of promoting
health and happiness. With proper knowledge, each hour ot
recreation, of enjoyment and of effort may be made to contribute
to that end and are of not less value than the using of the most
wholesome foods and the selecting of the best medicinal agents
Arhen needed. With the well-informed, medicinal agents are used
only when nature needs assistance and while the importance of
cleansing the system effectually, when bilious or constipated, has
long been known, yet until within recent years it was necessary
M-nrt c nf mots, barks and other cathartics
which were found to be objectionable and to call for constantly IM
increased quantities. ., ... .i
Then physicians having learned that the most excellent laxative
and carminative principles were to be found in certain plants,
r,r)nniitr n tho Imvpk. the California Fht Syrup Co. discovered
a method of obtaining such principles in their purest condition and
of presenting them with pleasant and refreshing liquids in the form
most acceptable to the system and the remedy became known as
Syrup of Figs as figs were used, with the plants, in making it,
because of their agreeable taste.
This excellent remedy is now rapidly coming into universal use as the
best of family laxatives, because it is simple and wholesome and cleanses
and sweetens the system effectually without disturbing the natural
functions ind without unpleasant after effects and its use may be discon
tinued when it is no longer required.
All who would enjoy good health and its blessings should remember
that it is the one remedy which physicians and parents well-informed
approve and recommend and use and which they and their little ones
alike enjoy, because of its pleasant flavor, its gentle action and its
Syrup of Figs is for sale by all reliable druggists, at the regular price
of fifty cents per bottle, in original packages only, having the name of
the remedy Syrup of Figs and the full name of the Company
California Fig Syrup Co. printed on the front of every package.
dry goods merchants were quite alive , 7?l"fP A" dltbeen
t,. ,r m,if f rn,ir-.n,rt, .Mri ' enormously advertised that It would
. TFTV C
San Franelscoi Cl.
New York, N. Y.
Holds no customer re
sponsible for more than
the margin he places on a
A margin of one cent a
bushel is required on
grain, and $2 a share on
stocks. An eighth cent
a bushel commission is
charged on grain and
of one percent on stocks.
R. L. BOULTER
Manager Pendleton Office
120 COURT STREET
1M hMi! nf Iimyt ItnrsM- T wish til
! the entire bunch and .offer them 1
to the merits of the ready-made skirt
binding, but the processes of lntro-
uuclng it to the customer was neces
sarily very slow. About this time
there appeared in Cleveland a sales
man for a Boston jobbing house.
named L. F. Howe. Stewart and May
njade It their business to Interest him
In the new Invention and succeeded so
well that Howe bought Potter's inter
est, the firm being organized as Stew
art. Howe & May, as it stands today.
These three young men worked along
until 1892, when, feeling the need of
advanced methods, the firm was In
corporated and moved to New York.
Mr. May retired and George S. Curtis,
of New York, on expert in financial
matters, took his place.
Creating a Demand.
Mr. Curtis, even more than his as
sociates, appreciated the field open
to the new company If only the women
of America could be educated to the
use of the ready-made velveteen skirt
binding. This seemed a difficult prop
osition, for at this time only 10 years
ago probably less than one per cent
of the dresses worn were hound with
this material. Mr, Curtis had had no
more experience In educational work
of this kind than had his associates,
but thinking the matter over he made
up his mind that there was one certain
way to achieve the end be was after.
"What we want to do," he said to
the other members of the concern, "is
to advertise. If we continue in the j
way we are It will take us forever to
get the business on the basis It ought
to be. We must continue to depend
on the good will of the retailer to pusb
our goods. As he's got other things
to do, and skirt binding is a small
item with him, our progress will be
slow. If we go directly to the women
of the country telling them of the
great saving of time and money and
labor that may be affected by buy.ng
skirt binding ready made, we shall
create a natural demand and our
goods will sell themselves.
A Daring venture.
At first this proposition was re'
celved coldly, especially when Mr,
Curtis announced that they ought to
appropriate at least J5000 as a starter.
Five thousand dollars was a very
large sum of money to the firm at
that time and to Invest this In an un
knownd field was considered fool
t Mr. Curtis Is a man who rarely
carry Itself for the future. The sales
becan to dron off so slnwlr thn thox- """s u n nus me eneci or maKing
Sfd "no "seem'to" ..ze7hel mistake Jw" me? Th.
lor a long while. Then the mischief
had been done, and done Irrenarablv,
Even the most extravagant use of the
art of publicity failed to bring back
the lost sales.
for 140 a head, spring colts thrown in.
without charge. About 1Z of these
horses are broke to work and about
36 of them have been handled and are
alter broke. All of the young stock
have been si rod by an Imported Per
eberoa, which weighs upward of 2000
pounds. The Clyde mares are heavy,
low, blocky, solid animals. There are
A Dumber of splendid 5-year-old geld-
tegs in this bunch. This is a bargain
for some one. can on or aaaress lor
CHARLES E. HOOVER,
or.n NEWRPAPEttS TO I'DT UNIifsB men to inree. men io lour.
t caifti. on ihelrts, wall, or for wrap- and then to five. Finally the company
spine purposes, uiq nepptr m win bought the present site on Mercer
ttur-dlea or Tim earn mi norm a mnon ,,,,,. nnrt orwtert thir ih Imllrtlnir
toe r.AST UUfcUU.MA.--i omco, tesaio- -- -- - : - -- i
Robert Bonner's Idea of a Small "Ad."
It may be argued that what would
apply to such an article as soap would
not apply to a more important and
serious Institution. But that this is
cot true may be readily shown by any
cumber of Instances. One of the most
instructive is that furnished by the
career of Robert Bonner, in his day
rrouably the most famous publisher
in America. Mr. Bonner built up a
paper that was known and read every
where. It made him a millionaire
many times over. His success was
founded primarily on his bold adver
tising, and never before nor since haB
there been such a lavish outlay of
money by any publisher. On one oc
casion he called on James Gordon
Bennett, the elder, saying that he
wanted a contract for a big advertise
ment the following day In the New
"How much space do you want Mr.
"As much as you'll sell."
"Oh, I guess not," replied Mr. Ben
nett with a smile. "We've got lots of
space, you know, for our advertisers.'
"Thats good." replied the other
cheerfully. "Here's copy for one page,
and here's copy for another, and here's
copy for a third, and here's "
"Hold on, there, hold on." cried the
astonished publisher of the Herald,
"Bless my heart, man, we can't give
you the whole paper."
"Why." declared Bonner with an in
jured air, "you told me I could have
all I wanted."
"Well. In heaven's name, how much
do you want?"
"Why. I figured on about six pages."
"I'm sorry, but there's a limit, you
know, beyond which we can't go and
get our paper out: and three pages
about marks the limit."
"I'm sorry to hear that. Still if you
can't, you can't, and I'll have to he
satisfied with a little advertising. But
I must say I'm very much disappoint
ed." Henry Ward Beecher Remonstrates.
A few dayB after this "little adver
tising" appeared Mr. Bonner received
a call from Henry Ward Beecher, who
was then writing for him the novel
Norwood, which was appearing In
"I ve come," said Mr, Beecher, "to
remonstrate with you against the
dreadful way In which you arc throw
ing away your money."
"Why, through your foolish extrav
agance In advertising. A dozen men
of prominence, friends of yours and
friends of mine, have come to me
within the last few days, asking me to
r.ee you and stop you In your course.
Your recklessness Is tho talk of the
town. Everybody Is prophesying that
you'll be a bankrupt unless you stop."
"Good, Good," chuckled Bonner.
"That's the very thing. Don't you
that stands a monument to the genius see that my advertising Is a distinct j
result will be that the whole town will
buy my paper."
And it did. Mr. Beecher went away
only half convinced. But It wasn't
long before he admitted the wisdom
of Mr. Bonner's course, convinced by
circulation figures that were stupen
dous for those days. Mr. Bonner re
tired some years before his death to
devote himself to the enjoyment of
the large fortune he had accumulated.
His successors believed themselves In
possession of a property that need no
longer be advertised. They felt that,
as it was known almost as well as
New York itself. It would be "folly to
waste money." Something like six or
seven years ago the circulation of
this great property had dwindled to
such an extent that It was no longer
deemed wise to continue It as a week
ly publication. There were several
bursts of tardy advertising, but they
failed utterly to revivify this proper
ty that bad made its founder one of
the richest men In America.
The publishers learned hv rostlv it.
perience what is today Impressed on I
nil odvprtlcnrc lit- nnn. e ft.,,, ..nla '
must "keep everlastingly at It" to win
and hold success with printer s ink.
and that It is a practical impossibili
ty to revivify any property that has
been once advertised into great suc
cess and then allowed to die down for
want of persistent effort. Paul La
tyke In Saturday Evening Post.
GOOD SOUND WOOD
Is always received when you
place your order with us.
Fir. Tamarack and
Why buy poor coal when you
can get the best for the same
Telephone Main 51
lets go, and before finlsned he had
his $5000 appropriation. This was in
the spring of 1894. Within five months
the business had Jumped 20 per cent.
Even Mr. Curtis was amazed. As for
the other membors of the company
they were fairly carried off their feet,
and when Mr. Curtis asked for addi
tional funds for advertising they told
him he could have any amount be
thought necessary. At bis suggestion
$100,000 was voted in a lump sum. In
less than a year the business had
, doubled, and orders were coming in
faster than they could be filled.
I From one floor the business snrcad
A Merciful Man isl
Merciful to Beasts
Patent Humane Harness ma
greatest blessing ever bestsn
on horses. This new idea prcts
the horses, prevents rubbing
blistering of the skin and I
the burdens. Call and set t
Raised by Cas Rogers on But
ter Creek. Sired by a thorough
bred Kentucky Jack. His dam
was a large Maltese Jenny.
He will make the piesent sea
son at my place three miles North
east of Pendleton on Wild Horse
Terms: $io to insure live colt.
W. W. HARRAH
"Did you en o Iat nupprr after the
theatre Inm nlghtT"
"Hardly. It wag so lorur comlnr that I
conaldered It an early breakfast.'
Duffy What. I say to my wife goes.
Mntttpiwls It virtRHllilpT
Duffy Yes. As soon as I leave the nFCt,on.
nouse sne goes over anu repeats it to .
her mother, Chicago News. I
UNDER NEW MANAGEMENT
Coriv. Alta and Lillith Sts.
L. Neff, formerly of the Hotel
Alta, has chaige cf the Old Dutch
Henry Feed Yard, and would be
pleased to enre for jour horses
Plenty ol stalls, lanre corrals for
loose hors s and cattle. Hay a ad
grain for sale. Chop mill in con-
The Oregon Dally Journal can be
found on sale at Fraxler's book atom
are patented and we have tt:a
elusive right to manufactsr;
sell these harness in Uni'-
county and all infringements i
J. A. SMITH,
HARNESS AND SADDLE!
218 Court Street.
Brrarllicut 1" a memorblf
trip when made on tbe
Minneapolis and St.
Paul t-i Chlcat
A luxurious Obrvatlon PWJ
C'aTe r UHltaobMj to tMJ
or tbl tralu. Aleal are
lit all bourn a la carte. lu
only for what you order'
For full Information and lo"1 00
H. L SISLEB. Gtn'lJ
an Alder Street. Port "4'
T. W. TEASDALE,
Ooml raMenjer Att. H. r
WANTED-TOUB OB .
Flared card, woddln l"'" d