Rogue River courier. (Grants Pass, Or.) 19??-1918, May 07, 1918, DAILY EDITION, Image 2

Rogue River courier., May 07, 1918, DAILY EDITION, Page PAGE TWO, Image 2

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Newspaper Page TextPAGETVrO AILV KOUVK HlVKli IXH'lUKll Tl MliAY, MAY T, ItlM. I'll ROGUE lill C published Dally Except Saturday A. . VOORHIM, Pab. eadPropr. Entered at the Postomee, areata Pus. Or.. as rood elasa raall saetter. ADVERTUlfNQ RATES rtUnlt anlM. mp lncii.. He wiw ' - - ' n-.,lr Mr C DAILY COURIER Br mall or carrier, per year.MM By mall or carrier, pr month.. . MSMBER 8tal Editorial AseocUiioa Orefoa Dally Newspaper Pub. Aaai. MtMBKr. Or ASSOCIATED PRd The AssocUtod Press la clualvely otltlcd lo tha a a tor reputllcatlea cf all dlipatebaa credited to It or not otherwise credited la thla papar and also tha ; cti. aews pab llshed barala. All rlrhta of republication of spe rm diinatrhM harala ara alao reserved. TUESDAY, MAT T, 1918. . OKbUO.N WKATHUt ' Fair, moderate westerly wlnde. MISS1N0 AN OPPORTUNITY Frankly, the majority of the mer chant! of Qranta Pais ara overlook tnj a good money-making opportun ity when tbey pasa up consistent ad vertising. A glance through the pa- per reveals a striking absence of dry goods and department store display,' as well as In many other lines. It la limply letting money slide through the fingers when steps are not taken to develop tha trade of a community to the highest point. The argument may be put forth that everybody knowa Mr. Bink's atore, knows what he has and knows that what lie has can be purchased every day. That Is true, but people also know that the Rogue river runs along the southern edge of the city. They know It but they do not think of It unless they happen to want to go to the river. No matter if a merchant has the only store at a country crossroads, lie can develop his trade by Intelli gent advertising. There Is no secret to the game. And in a city where there is competition, the opportuni ties are all the greater. The public in general knows your store, but they do not know that on a certain day they can get f 1.50 silks for $1.24, or that 60 cent towels are on sale for 38 cents, or that you have a hundred, other bargains worth their while to Inspect and purchase. Every store has them, but the people do not knqw about them. This Is no day to say that adver tising does not pay. That argument bas been exploded hundreds of years ago. The admission of the fact that one does not get good results from his advertising Is the admission that he doesn't understand bis business. It does not necessarily take an ex pert to write advertising copy that will draw. Any man who win give it a few minutes every day and pnt a little study on the subject can write selling talks. Why overlook thla Im portant end of the business any more than keeping the books, buying goods, keeping the store cleaned and the windows trimmed? It Is a known fact that the mer ;' chant who advertises truthfully can ell cheaper than his competitor who does not advertise. He turns his money faster than his non-advertising opponent, can take lower profits and make more money In the course of a year. Then, the ques tion Is asked, what If all the otner fellows advertise, too? So much the better. It Is again Luncheon cMeats (And Sausages HAVE A 8AMPIJC YtH' IK NOT HAVK TO WY lU.t IIILIi CHILE AMI PIMENTO CRKKSK KINNEY & TRUAX GROCERY gi AUTY FIK8T shown that the mure stores in a city doing advertising the greater the total volume of buslnasa that ia done in that city. There will always be "sponges" and "trade hogs," mer chants who let the rUer fellow ad vertise and then 'reap part of the benefits that accrue from bringing people to town to trade, but fortun ately that species la not very com mon, only a lew existing In every town. The more merchant doing In telligent advertising In a town, the more people will be brought there to trade. It also stimulates resident trade and causes the pur chase of many additional dollars worth of goods that would not other wise be bought. Cooperative adver tising Is a great business stimulator. But the best results will always rest with the merchant who la able to prepare the most attractive copy, to put his thoughts Into short, con cise statements, to offer good values at an honest profit, and who Is able to develop In the public that confi dence which makes them always look for Smith's ad and know that If he says a certain thing, that it Is so. Good ad writing does not consist of a conglomeration of long sen tences, high-sounding words, exag gerated expressions and descriptions, and misleading statements. The sim ple truth is good enough, embellish ed with good plain English, attrac tively displayed and well set up. One should not expect to run an ad of two columns by four Inchen onre and have the people buy out the store. But the liberal use of space, consistently followed up, day In and day out, will bring assurred results. Write any merchant In other Oregon towns who it Be the system and get their opinions. It pays. It cannot help It. Nor should an ad be allowed to stand In the paper day after day. When the public has seen it once they know what it says, and it is good business to change it and say something else, or say the same thing In different language, If need be. But keep them fresh, make them attractive, put meat Into them, and advertisements will be read and bring results. . The American public is the greatest advertising reader on earth, as Is evidenced from the fact that thousands of people buy mag azines simply to read the ads. By educating your patrons to follow your ads the same thing can be ac complished In any community. The people want It. They look for It. In Grants Pass they are starved for It. And In the meantime the merchants along the street are letting dollars slip through their fingers In plolted sales, and other of "slmoleons" flit away to the mall order,hotise, who flirt with their pa trons through the use of judicious advertising. ine Americanism of Josephine coun- tv la unquestioned and the splendid over-subscription of Hi per cent of the quota marks the loyalty ot the people in standing back of the war with their dollars, as well as with their sons and the sacrifices that are belug made at home. A week from Monday the second Red Croaa drive to raise another 1100,000,00a to carry on the year's work will be gin. Attain this county will be found iu the front ranks and the people will give aa freely to save the Uvea thehf wounded American soldiers aa they Invested tbelr money In I'ncle Sam's gilt-edged securities. The timber Industry holds a great future for Josephine county. The rutting of lumber In this county has not progressed very rapidly In the past for various reasons, ( but with the southern and northern' mills all busy on war orders, the fir Indus try here will take a decided advance. in a rew years, instead or a naif a dozen little mills of 20,000 feet ca paclty, there will be that many cut ting 100,000 feet of lumber a day. and many more smaller ones. The timber Is one of the county'a great est assets, and prosperity along that line Is sure to come. It can't help It when the time arrives. Wonder what Is the' matter with the kaiser and HindenburgT We have been waiting with tcnr.e expec tation for thvenext big smash at the allies, but it doesn't get beyond t'se artillery stage. There must be cold feet some place. MIKES FINE LOAN RECORD (Continued from page 1) LIBERTY BONDS ' Josephine county's showing In the purchase of Liberty bonds of the! ments can be made to let them have some bonds In order to set them selves straight with the American cause. They are not being pressed and are not yet rated as slackers, but are being given an opportunity to call on Frank C. Bramwell at the Grants Pasa Banking company and make good. If they do not within the next few days other action will be taken. ' ' : , ' "No slacker can put anything over and get away with It," said Mr. Bramwell today. And the commit tee means business. In speaking of the campaign Mr. Bramwell expressed his hearty ap preciation of the support given by the public In general and particular ly thanked the general committee, the snbsldary committees, team rap tains and others who assisted In can vassing the county. "One think was very pleasing,' he said. "During the whoto cam paign we never met a man, who, af ter being explained the clrcuinstan. un-ex. ces and the advantages of the bonds, thousands I did nt buy t least one if he was ame. There was no pressure used In any instance and the whole sub scription was largely voluntary. While there are a few cases still pending, the committee does not think that It will be necessary to ad vertise any slackers. v The figures show that about one I out, of eight people in the . county bought bonds, and that th nvoraup third loan is perfectly satisfactory subscription was over $180 per sub In fact, highly gratifying. Great scrlber. The average amount per credit Is due the people as a whole capital according to the population for the manner in which they camel wa omethlng over $15 for each forward with voluntary subscHp-j """"" ln the county- . Hons, and to Frank C. Bramwell and his general committee for the man- Orrtfon Totals targe Portland, May 7. Figures show ner In which the campaign was hand-, that 121,934 people In Oregon siib led. Although this county was not B,Tlbel 'o the third Liberty loan the first "over the top." it got there I'"' r .M0O subscriptions. ' " . II Is hsl avail that fio fl..l ...k...!. I CAMUHATE t H I.UC(iKJ4 Y.M.I' ATIOXS l'U('KI) ON PUIUC I'TIIJTV tXHtPOHATiONH To the Taxpayers of Oregon: Tha following article Is self-ex planatory, and contains Indisputable facts, taken from the public records of the slate: The public service rommlsiilon places the total valuation of the Portland Railway, Light Power company, for the five counties of Multnomah, Clackamas. Marlon. Polk and Washington, on all Its ope rating property, at H, J,T t.2 ins state tax commission placed a valuation, after deducting the county ratios, on this same property, at IH.60I.I11.B5. The gas plant at Salem, as an Individual concern, waa given a valuation of 1111.000 by the public service rommlaalon, while the state tax commission's valuation after applying the county ratio, was M1.100. The pnbllo service commission gave the California-Oregon Power company of southern Oregon a value tlop ot 11,717,174. while the state tax commission placed the valuation of this rompany'a property at I48S.450.80. after applying the coun ty ratios. This company operate! In Douglas, Jackson, Josephine and Klamath counties. These are only two Instances. What I want to ahow la tha In equality of the valuations of the public Utility ;iro,nrils,wlih (hut of (he private corporations and Individ uals. These corporations as as sessed by the slate tax coiiiiiiImIou and the valuations given them by the public service commission should be the same. GLYCERINE MIXTURE FOR APPENDICITIS Grants l'es people ran piovenl up iirmlLlt It with almule buckthorn The state treasurer Is an ex-offlclo, i,irki glycerine. (.'., as mixed In Ad member of the state tax com m Union, I ,.r..,, o.NK 8TOONKTI. flushrs ana If I am nominated and elertud to the office of state treasurer these conditions will be remedied. .The people of Marlon county know I play no favorite. I therefore ask your support and vote at the primaries on May 17. (Paid Adv. by Hin F. We.ti the ENTIRE bowel tract so com pletely It relieves ANY CASK sour stomach, gas or constipation and prevents appendicitis. The INSTANT pleimant action of Adlnr-l k sur prises both doctors and patlunts. Iaiea stomach clean it ml slroug. National Jug Store. Stuj)end6os volume of business in April Bigger than ever. REASONS Largest Stock Best QualityLowest Prices GRANTS PASS HARDWARE CO. o mm m 170 I 1 J v II . . r ; ... i .v. ' c,5 lit in. ki ." i v iff n ii ii ii ii t- w , w m if ft a a a i "i'T ' ' SV Mir II II , II M a K 18 I II 1 1 I 1 m J K MU V MM I Wl I I mm -AT eu I I'l'ill'I'N'J'l'I'liLi I! 1 'i s mi? tLii vwI3 L ...I Why are motorists the world over equipping their cars with oversize tires ? To get the increased mileage assured by his additional carrying capacity. LEE Regular Fabric White Tires are BUILT OVERSIZE. You can SEE with your own eyes this extra mileage. , ' Measure any one of these tires. You'll find it OVERSIZE. That means MORE mileage I Examine the rubber. Its' WHITENESS proves its purity and strength. MORE mileage I Notice the big, rugged ZIG-ZAG tread MORE mileage! See why you should use LEE Regular Tires? Don't buy any other tires until you have examined these? '-'-COLLINS AUfO CO. The big, heavy rugged Zig-Zag tread givei the be$t protection against skidding and insures extra mileage. ana with the minimum of nressure. ,i .n, . . nun win kh consiueraoiy nigner.