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

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    PAGETVrO
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
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I'l'ill'I'N'J'l'I'liLi I!
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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.