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About The daily morning Astorian. (Astoria, Or.) 1883-1899 | View Entire Issue (Aug. 16, 1887)
Czj '2 Mt guUjj gstortett. ASTORIA. OREGON: TUESDAY- .AUGUST lG. 1887 WHY ADVERTISING PAYS, All see the advantage of advertis ing in starting a new business, and its helpfulness in getting a new enter prise well on its feet Not all, how ever, understood just why it could not be dropped, or at any rate why its proportions cannot be greatly re duced after trade once gets moving to a proprietor's doors. One reason why he must keep on making his usual an nouncements is drawn from the con ditions of to-day. There was a time, perhaps, when a man's sign over his own door, sufficiently called attention to his business, and, in connection with his local reputation in the mouth of his neighborhood, placed him prominently in the public eye. Such a time could only be when nobody did more than that when that was the course pursued by dealers generally. To-day, however, attention is called only when it is compelled; so many dealers are placing themselves before the public gaze that he will never be seen if he does not get in line with them. And this is why he cannot stop advertising. Others will keep on forcing the public to notice them, and no attention will be paid to him if he is content to be modest and let the pushers rush their headlines in front of the public. In crowding times like these ho will be hustled to the rear, out of sight, if he does not crowd too. This is why he cannot well stop spending money for advertising even after he is well known. The other well-known fellows and the new con cerns, who hope to become well known, will not stop also. If he once enters the race he cannot hope to win if he does not run to the finish and there is no finish until he re tires from the business. Another rea son for continuing to hang his banner on the outer wall is found in the fact that people exhibit a tendency to trade with a prosperous concern, and that persistent, never failing adver tising is taken as a sign of prosperity. "When a man stops advertising his name and business, it is interpreted as meaning that his stock in trade does not attract and hold a business suffi cient to enable him to afford to pay ad vertising expenses. It is taken as a sign of his decadence if it is perceived that the column that once knew his name knows it no more. People like to trade with a prosper ous firm, and in these days profuse advertising is taken as a sign that business is booming, and that, there fore, the btore is full of the kind of goods that ought to boom it Else people argue, how could this thing be kept up? The firm must do a big business and where everybody trades there must be some substantial in ducement for their doing so. The unfailing appearance of the ad vertising announcement is taken as an indication of the success of the firm, and there is a popular convic tion that success is a sign of merit in the goods dealt in by the house. It is felt that usually success stands for a treatment of the public which de serves success. Advertising continu ously keeps the public from forgetting you, and conveys the idea that you are succeeding, and the public like a successful man. To cease to advertise is to court oblivion. It is pntting your light under a busheL -... THE COST OF MAKING A BOOK. The profits of the publisher are popularly supposed to be very large and so, perhaps, they are in the case of a great house that does an immense business, like the Harpers or Houghton, Mifflin & Co. But on in dividual books the profit is likely to be small, and in a vast number of cases the "profit" is a loss. Probably the popular idea of the book business is more hazy than the ideas that pre vail of other forms of the trade. The following statement by the American Bookseller will throw light on the subject: Now, if we wish to make a handsome 12mo volume, say of 400 pages, well printed, well bound, and on good pa per, and to sell, "retail price," at $L50, what figures do we have? First, there is here the cost of the plates, say $350. If 5,000 copies of the book are sold, the cost of the plates for each volume is 7 cents. The cost of manu facturing, paper, binding, etc., will be about 40 cents. To this cost of man ufacturing there ought to be added a commission for the publishers expe rience, his plant, advertising, etc, of 20 per cent on the selling price; then comes the author's royalty, 10 per cent on the "retail price." The retail price being 1,50, the price to the trade is 90 cents, a discount of 40 per cent being allowed at the very least We have then these figures per , copy on an edition of 0,000: Plates, 7 cents; manufactur ing, etc., 40 cents; commission, 20 per cent on trade price at 90e., 18 cents; author's royalty, 15 cents; total, 80 cents leaving the publisher 10 cents profit If, however, the book sells only to the extent of 1,000 copies, the cost of the plates is 35 cents per copy instead of 7, and the result is a loss of 18 cents a copy to the publisher, who has nothing to show but a pile of metal good only for the foundry. This estimate is for a first-class, well made book, not fiction. If we take a 8L50 novel we may put dewn: Plates, 7 cents; paper, 3 cents; press work, G cents; binding, 15 cents; advertising, 15 cents; royalty, 15 cents; tatal, 61 cents; but the trade generally obtain on fiction at least 40 per cent and 10 percent that is, they pay for the book 81 cents. The publisher in this case gets 20 cents profit if his sales reach 5,000 copies, or makes a loss of 2 cents a copy if only 1,000 copies are sold. The difference in the publish er's profits between this and the pre ceding case arises from the greater risk in the latter. We do not think that we are very wide of the mark if we say that for one $1.50 novel that passes 5,000 copies, ten fail to reach 1,000. The latest thing in "strikes" is re ported from two of San Francisco's grammar schools, the pupils of which, claiming to have been unfairly treat ed in the matter of promotions, have "struck" against further attendance till the obnoxious teachers have been removed. The teachers ought to apologize. They are certainly acting very unprettily in not promoting the whole gang to the room assigned for corporal punishment On both sides of the river land is being settled, and wherever a strip can be found that will afford a living some one is ready to occupy it Of the great influx of transient workers on the Columbia every season a few remain and aid in settling up the country and advancing the day when butter and hay need not be imported from California. Greatly Excited. Not a few of the citizens of Astoria have recently become greatly excited over the astounding facts, that several of their friends y1jo had been pro nounced by their physicians as incur able and beyond all hope suffering with that dreaded monster Consump tionhave been completely cured by Dr. King'3 New Discovery for Con sumption, the only remedy that does positively cure all throat and lung dis eases, Coughs, Colds, Asthma and Bron chitis. Trial bottles free at W. E. De ment & Co.'s Drug Store, large bottles $1 NEW TO-DAY. Saturday, August 20th. THE LATEST BOOM! Standing Room Nightly ! ! JOLLY NASH'S For Fun Comedy Co. Will appearln the Laughable Absurdity entitled ea (i )) Introducing the f ollow Ing Topular Artists Miss LI da Gardner, Miss Louise Kenyon, Mr. Raymon Moore. Wm. H. Arnold, Prof. E. KIckhofTer. BE MERRY! -- BE WISE! JOLLY JOHN MSH, Celebrated Cosmopolitan Humorist! DON'T FORGET THE DATE! rHICES AS USUAL, Reserved seats on sale at the usual place, the New York Novelty Store. Thursday morning at 9 o'clock. Soat Building. MANY YEARS EXPERIENCE IN bulldinc boats on the Colombia river and hundreds of fine boats of my build make my guarantee! for good work. Head quarters atihe ord Astoria Iron "Works building, "Will build boats at any point on the Columbia river where my services may be required. WM. HOWE. B001S AKD SHOES! Of Best Quality, and at LOWEST PRICES, -AT THE- SIGH OFJHEJOLDEH SHOE. Stockholders7 Meeting. THE ANNUAL 8TOCKH0LDERSMEET ingof theO. F. L. and B. Association will be held on Wednesday, August 24th, 1887, at 2 p. M in Odd Fellows Hall, for the purpose of electing directors, and attending to such other business as way come before the meeting. A. J. MEGLER. Secretary. Boats Repaired. A NY ONE WANTING FISHING BOATS iX. or other Boats Repaired can get eood worKdoneat B. M. Leather over Arndt & Ferchen's ; foot street, OD. of Lafayette Ross Opera House Dress Mearsal! S. ARNDT & FERCEEN ASTORIA. - OREGON. The Pioi eer Machine Shop BLACKSM1T SHO Boiler All kinds ol ENGINE, CANNERY, AKD STEAMBOAT WORE Promptly attended to. Aspeclalty made of repairing CANNERY DIES, FOOT OF LAFAYETTE 8TREE1. Tell The Cook THAT- Acorn, Argand, and Magee KANG-ES. SPLENDID NEW STOCK Are to be seen at JOHN A. MONTGOMERY'S, It will nay any one who has to buy a Stove or Range. Tinware, Granite Iron or Pressed iroD or Tinware 10 examine oursiocK lust received from Eastern Manufactarers. We can suit anybody from our Stock and with our Prices. H. EKSTROM. WATCHMAKER. Just recehed alanre stock of Watches and Clocks, Chains. Lockets, etc. Also e enulne Seth Thomas Boat Clocks, proved to be the best, All which will be sold at erv low prices, watch and Clock repairing a specialty, ana aone at reasonable prices. Shop next to Aug. Danlelson's bainple it reasonau Room, on the roadway. THE TRAVELERS INSDMCE CO Of Hartford, Conn. Presents to the TraelUng Public the fol lowing Valuable Concessions, viz : $3,000 $3,000 $1,000 $15 In case of Accidental Death. In case of loss of both Eye, tvs o entire Feet, or two entire Hands. In event of loss of one entire hand, or one entire foot, and Per week, as formerly, in case of a totally disabling Injury. Ticket, 25c per Par, or $4.50 for Thirty Dyi, FOB SALE by A. BALMANNO, At American News Depot. Local Agent. THE HIGHEST PRICE PAID FOR Old Gold and Silver AT C. CREENBERC'S, C3 Water St. Astoria. B.F.ALLEN PRACTICAL GRAINER and PAINTER. SIQNFAINTING, AND GLASS SHOW CARDS. PLAIX AND DECORATIVE Paper Hanging, Frescoing, Etc. Shop on Cass St., next to Stlnson's Black smith shop. Astoria, Oregon, Notice. ALL PERSONS AKE HEREBY NOTI fled not to credit any person In my name without an order therefor from me. And all persons are hereby notified not to purchase any personal property or honse urcuase any personal property or nonse old furniture belonging to me from any noia lurnicuro oeionging : person other than mjsel; erson other than mi self. A. F. COLVIN. Astoria, Aug. 13th, 1837. Carnahan & Go. SUCCESSORS TO I. W. CASE, IMPORTERS AND WHOLESALE AND RETAIL DEALERS IN GENERAL MERCHANDISE, Comer Chenamus andCass streets. ASTCKIA OREGON Notice IS HEREBY GIVEN THAT TOE AN nual meeting of the stockholders of the I, X. L. Packing Co. will be held at their of fice at Upper Astoria, on Wednesday, the 3lst day of August, I8r, at one o'clock p. m., for the purpose of electing a board, of direc tors and transacting such other business as may come before the meeting. By order of the Preiident. THOS. WILLIAMS, . . Secretary. Dated at Astoria, 0, Aug. 12th, 1SS7. Magnus C. Crosby Dealer In HARDWARE, IRON, STEEL. Iron Pipe and Fittings, 8TOVE8, TINWARE AND HOUSE FURNISHING GOODS SHEET LEAD-STRIP LEAD SHEET IRON, Fin. and Copper. -Jg&Tjtg&e "i Shop iPF WE ARE NOT DOSN FOR LOVE And. we are sorry if others don't like it: have no time to stand on ceremony, hut everybody has come to the conclusion that we mean BUSINESS ! iOur Removal Sale; Is the talk of the town and you will he sorry it you rtou't lay in some bargains; after we are gone it will he too late. Goods will be Slaughtered J-ONLY A FEW WEEKS MORE AT The Crystal Palace. A. V. WHOLESALE AND ltETAIL DEALER IN Fine Groceries, Provisions and Mill Feed. Crockery, Glass Plated Ware. o The Largest nnd finest assortment of Fresh. Fruits and Vegetables. deceived fresh every Steamer. CITY BOOK STORE. WFRSTtSsHvT Blank Books OF ALL Descriptions. foABRinc0&fm We carry the finest line of Writing Papers and Writing Material in the City. MUSICAL MERCHANDISE Ail INSTRUMENTS. Agents for the Celebrated CENTURY ORGAN AND DOMESTIC SEWING MACHINE GRXFFX2T & HEED. Strike It Rich! -BUY YOUR- Groceries i Provisions -OF- Foard & Stokes Their largely increasing trade enables them to Bell at the ery low est margin or profit while gl Ins you poods that are or first class quality. Goods Delivered All Over the City. The Highest Price Paid for Junk. AGENCY MColeni&Co. OF SAN FRANCISCO. FlaveFt Wharf and Warehouse, Astorlai Oregon. Cannery Supplies at Lowest Prices. Storage and Insurance at Current Kates. Banking Department Drafts on the leading Cities of the World JOHN F. McGOVERtf, Agent. B. II. Coleman. Accountant. W. F. Armbruster Practical WATCHMAKER And WATCHES, Clocks, Jewelry and Musical INSTRUMENTS Repaired on the Shortest Notice at Rea sonable Kates. Chenamus St., next to Spezarth's Gun store. JOB PRINTING. Neat, Quick And Cheap at The ASTORIAN JOB OFFICE TTilITfMTUl IfcflJll mi -'MgiiL jjgjj ALLEN, SchoolBooks AND jggggglgv School Suppl les. MURRAY & CO., GROCERS And Dealers in i ij. Special Attention Civento Filling Of Orders. A FULL LINE CARRIED And Supplies furnished at Satis factory Terms. rurcliases delivered in any part of the city. Office and "Warehouse In Hume's New Building on Water Street T. O. Box 153. Telephone No. 37. ASTORIA. OREGON. Are You Insured? J. O. Bozorth Writes Insurance Policies in Reliable Fire Insurance companies that ghe Absolute rroiecuon m case oi fire. DeposM in Orepn, $300,000 ASSETS, S 3 5. 0 01. 2 3 3. ltoyal, Norwich-Union and LancnshI re Com omation Joint Policy. Union of San Francisco. Germaiiia of New York. State Investment of California. Anglo-Nevada. Assurance Corporation, hakim: ihsmmcE covered iiy orn OPEX POLICIES. Elmore, Sanborn & Co. Agents. F. K. BEACH. Pres., J. McOBAKEN'. Vice Pro J. K, KLDEUKIN- LOUIS LUhWKNBKRG. bee y. Treasurer. The Northwest Fire & Marine Insurance Company. No, S Washington St., Portland, Or. CAPITAL, $300,000. It. I.. BOYLE. Astoria ARenf. Office at I. X.L. Packing Co. DIRECTORS: J. McCraVen. F.K. Arnold. F. E, Beach, Frank M.Warren. O . H. Pregcott. K. Eeeert. J, Loewonberg, J. K. klderkio, D. D, Oliphant Money to Loan on Approved Heal Estate Security. Cannery liMioc! Empire Store. Bargains in Ready Made Clothing. 25 Men's and Youths' odd suits marked down from $16 and $18 to $11 and S 13, and are all wool desirable suits. We carry u full line of Black Dress suit which are sold for the lowest cash prices. Our Line of Dry f Fancy Goods IS COMPLETE, Cotton, ooleu and Muslin Underwear, Shetland and Embroidered New port Shawls in all colors. Ladies short Wraps, Calico Wrappers, Fancv, Gins ham and Calico Aprons, Silk Embroidered stand covers. A fine lot of Embroideries just opened. .W h?Y.9 the largest and finest lot of Knitting bilk m all shades and colors, to W. T. PARKER 3H.iL:NA.G-E:Fl. BOOTS and SHOES Genuine English Porpoise Shoes Tor Gents. Ladies Flexible Sole Shoes in French, Kangaroo and Dongola Kid Iios and i minis Shoes of nil Knnis Micso-i nml niiiMran? n,,,i rnf.ti m Snrinj hech. AVE EAT. IK BOOTS HL B. PARKER, DEALFR IN Hay, Oats, an! Straw, Lime, Brict, Cement, Sand ani Plaster Wood Delivered to Order. Draying, Teaming and Kx press Business. TER apply to the Captain, or to Phil. A. Stokes tie Co, Keep the Best Quality of Boots, Shoes, Socks, Trunks. Large Stocli, Low Prices, Men's Clothing of all Kinds You can buy Cheap at r. A. Stokes & Co.'s. Water St., first door east of Foard & Stokes. THE Str. Alaskan Ilereafter. during the Summer Season The Alaskan ulll leave Astoria, O.R.& N. Dock, On Wednesdays and Fridays at 7 A. 31. Connecting with all Afternoon Train's ont of Portland, OX SUNDAY, The Alashan v. Ill leae Astoria at 4 P. 31. TROUPE & DILLINGHAM, Charterers. City Livery Stable. SHERMAN & WARD .Proprietors. Stylish Turnouts, Comfortable Carriages and Buggies By the day or hour at ery reasonable rates. Saddle Horsos for Hire. Everything new and first class. Our a'm Is to please our patrons. HorsesBoarded by the day, week or month, Stable and office two doors west of Tnc Astokiax office. -THE- DIAMOND PALACE! GUSTAV HANSEN, Prop'r. A Large and Well Selected Stock of Fine Diamonds i Jewelry At Extremely Low Prices. All Goods Bought at This Establishment Warranted Genuine. Watch and Clock Repairing A SPECIALTY. Corner Cass and Squemoqua Streets. Silk Thread and Twist, Embroidery and be found in Astoria. f AI1 SHOES OHI.T. P. J. GOODMAN. STEABIEtt CLARA PARKER Eben P, Parher,Maater. For TOWING, FREIGHT orCHAK 11. B. PABKEK. Shirts, Collars, Cuffs, Valises. BARGAINS. Business Bargains. TIIE New York Novelty Store OFFERS Genuine Bargains In Books, Stationery, Fancy Goods, and General Notions. We are satisfied with a small nroflt over nrlMnnl cost, and want you to buy what you need In our line of us, , It Is for your interest to do so. A full line of Novelties. Playing Cards, Blank Books, Musical Instruments, Toys, etc. A Large Stock of Baby Carriages. THE New York Novelty Store. ASTORIA Planing Mill. HOLT & CO. Proprietors. Manufactures of MOLDINGS, SASH DOORS, BLINDS. RAILS. BALUSTERS, NEWEL POSTS. BRACKETS. Scroll and Turned Balustrades, Boat Material, etc. Orders solicited and Promptly attended to. Satisfaction Guaranteed as to StyleQuall ty and Prices. Mill and Office cor. Polk nnd Condomly streets, Astoria, Oregoir. J - IHH J At J Lju , U ta .i,sWbte23&.- - htStm, -j .fei