VALUE OF INTELLIGENT ADVERTISING W. H. Black, in Delineator. Long before the eta of large adver tising, the greatest philosopher of the world said: "Be not penny -wise; riches have wings and sometimes they fly away of themselves, sometimes they must be set flying to bring in more." This is distinctly the era of big ad vertising and it may be well for us to clearly understand what we mean by big advertising. Let ns start with the knowledge that no advertising is wise or permanently profitable unless it has merit behind it Bat having merit behind it the only advertising that wins big is big advertising. It is not as new as it might seem. Every far sighted man who had something to sell and was sure of its quality realized that the quiokest and surest way to sell it was to catch the public atten tion and drive home his intentions ty told words. If we traoe the history of publicity for years back we And that the big winners have invariably been the big advertisers who had meritorious goods for the general market The manufacturer came into the flald a little later than be should, but now he is doing what be can to make up for lost time. After the manufacturer had . put niches in bis quality produots he found that something remained to be done. He knew that they were in his shop and beleived he could supply tho mar ket of the world but the world did not know. So in order to extend the benefit of his work and to reoeive pro fitable returns from his enterprise he had to give his riches wings and send them as messeogers to mankind. The average manufacturer did not like to advertise. His objections were natural and easily understood. When he came into the publioity situation he found two extremes. One was the deadly dullness of the mere business card, a survival of the days when the important thing was to let people know the address of the ad vertiser and the cargo of the latest ship from Europe. The other extreme was the wild ex travaganoe of the foolish advertisers who fanoied they could make a suc cess of mere claim and statement full of vain boasting and double superla tives and irrespective of the question of merit in the goods which they bad to offer. Even today we have persons otherwise saue who believe that big advertising can sell anything or make n sucoess of any proposition, whether it have quality or not which means with such that it has no real quality at all. The shores of publioity are strewu with the wrecks of this kind of folly. Gradually the manufacturer came to see that his salvation was in the wisn use of this tremendous means of reach ing and stimulating thejpublio interest. He saw because someone else might have misused a good thing there was no reason why be should not employ It well and thus make it his chief agency iu bis work. Thus he began and today we find that honest adver tising of meritorious goods has not only beeu profitable in itself but has made the exaggerated edvertisiug of doubtful articles ridiculous. 'I bo ouly advertising that pays is that which has u laot behind every assertion ; thut which can make good every pledge, every claim. Whether it fill many pages or a few lines, the rule holds to the very letter. So tho men of sense, enterprise and proportion realize that advertising was not a mere oirus triok to attraot the crowd but that rightly used, it was us much of an investment as their own inauufaoturiug plants. The big manufacturer does not keep running many little plants widely dis tributed. If he did bo would be bank J Our 'Summer Goods" Catalou If you did not get one of our new "Summer Goods" ontalcgs, kindly write us aud we will send you one. It will be a great help to you iu making your summer purchases as it is well illustrated aud prioed. Send for one whether you are intending to buy auythiug or not Use Our Rest Rooms THE DAVIS-KASER CO. Everything to Furnish the Home. ia-14-16-18 20 22 Alder Street. WALLA WALLA, -:- WASH C. 11. SHERMAN. Proprietor Nothing too good for our patrons. We cut the best meat money can buy. Fl.-htaud oysters in season. Give us a trial. rupt in a year. He runs bis plant in a big way because that is the only economy. It should be the same with bis advertising. The great loss in publicity today is in scattering. It is as foolish as the scattering of small plants instead of concentrating in the big factory. Thus perhaps one may see wherein lies the wisdom of big ad vertising done in a big way in the big advertising mediums that oonoentrate their energies along the profitable lines and that reach farther and better and cheaper than any combination or chain of little publications could pos sibly achieve. Another good thing the manufactur er has done has been truth making in advertising. Advertising never could offer and it never cau offer anything miraculous. The merit of the thing advertised must justify the publio test Otherwise the extraordinary invita tion must te detrimental. Not only would the article without merit fail, but the money spent in advertising would be a total loss. The manufacturer got to know these things and he tried the publio intelli gence by appeals to reason, by frank ness of statement, by direct and engag ing address and by pleasing illustra tion. In all advertising be did he kept steadily in view his own responsibility, so that he might stand ready to back to the limit every statement he made. Thus the manufacturer more than any other user of publioity created publio confidence in advertising. By judicious advertising the man who has created or produced a stan dard of excellence for publio utility and general consumption reaches the whole people at less expense and in the shortest possible time. If he were to employ an army of spooial representa tives be could not reach one-tenth the number and bis expeuses would be one hundred times as great, not counting the enormous loss of time. So when the manufacturer enters upon a big advertising campaign those people who see only surface indications and who think that he is spending money waste fnlly make a nuge mistake. He is in fact practicing the wisest esonomy, for be is doing in the shortest time and at tbe smallest expense what might otherwise take years to accomplish. Here indeed is the very gist of tbe whole question. 1'he advertising forms practically no oharge upos the busi ness. By tbe increase in trade that it brings it pays for itself many times over, so that the advertised article reaches the customer as though it bad not keen advertised at ali; that is to say, the advertising expense, by tbe extension of the sale, becomes so small as to be praotioally negligible. First of all, everlasting credit must be given to the manufacturer for pro ducing the artioles of quality. He has put civilization on a higher plane, made living happier and added to the satisfaction and longevity of the race. Second, the spread of bis good work has been due to modern advertising. He made the quality and brought judi cious publioity. He has raised and fixed for publio confldenoe the stan dards. All this is for the good of the consumer, but it goes further than that, for it marks new advances iu the bouor and safety of modern merchan dise. School District Officials. At Adams, G, M. Morrison was re elected director and J. O. Hales, clerk. At Echo, E. E. Elder was re-eleoted director and Louis Soboll suooeeds Elmer Spike as clerk. At Weston, Frank E. King suooeeds J. A. Hicks, as director and Paul Bull finch was re-elooted clerk. At Helix, W. H. Albee succeeds John Timmerman as clerk and A. B. Mont gomery suooeods S. T. Isaao as olerk. , Make Your appointments Here Dr. Sponogle of This City, Inventor of Treatment For Diseases of the Nose, Throat and Lungs. Dr. J. R. Sponogle, our well known dentcl Surgeon, formerly of New York City, is introduoibg tor tbe first time bis new Inhalers. It is not bis intention to personally place or ders throngh retail druggists, but his sales will be confined to selling direct ly to the wholesalers. Dr. Sponogle, tbe originator of this new method of treating affections of the Nose, Throat and Lungs, is strictly an Eth ical practitioner. For several years the Doctor gave special study to tne Nose, Throat and Lungs and after ex haustive experiments with new chemi cals originated tbe present ' perfect formula for the Germ destroying and Healing Inhaler Fluid, now used with tbe special Inhaler. Tbe fluid has been tried, tested, and used in numer ous cases with satisfaction and the most pleasing results. This new In haler Treatment is unlike any other on tbe market, inasmuch as the Inbaier itself is an original piece of work and especially constructed to use with tbe New Inbalent Fluid. Indications For This New Treatment. Catarrh, perhaps the most preval ent common affeotion of tbe air pass ages, usually starts from an acute at tack of cold in tbe head, and if not aborted and left to continue from bad to worse, goes from a slight irritation to chronic irritation, then germ for mation, with presence of pus and scabby condition of tbe linings of the nasal passages, it keeps getting worse and finally the bones oompnsing tbe inner structure of the nose are eaten out and the whole system is affected from tbe direct cause of the hurrible condition of tbe catarrh. No doubt thousands of deaths can be traced di- reotly due to catarrh. La Grippe. Tbe most eminent authorities agree that tills disease, is cased by a germ which first lodges in the mucous mem brane of tbe nose. Consumption. This most dreaded and considered incurable disease affecting the human race is admitted to be due to germs, which attack and destroy tbe lungs, many cases of Tuberoulosis cau be traoed from their commencement to a cold on tbe lungs, which allowed to oontinuo results in a defined oase of consumption. Death is the end in a short time. Asthma, Bronchitis, etc. Mostly come under tbe head of irri tations and inflamatious, and only in ohronio cases, germs perhaps are to be found. At any rate in either case of irritation or where g6rms are present, a method of treatment whereby tbe medicament goes directly to the affect ed parts, is what is absolutely neoos sary to effeot a cure. Mediciue inter nally will not cure these oases. How to Use the Inhaler. The best way to do when you get an Inbaier is just take it all apart and find out how it works. There are two separate ends to be used in treatments, one for nasal conditions to be used by plaoing in one nostril. The opposite nostril to be held closed. A separate end also is provided for treating Throat aud Lung affections, this end is similar to a pipe stem mouth piece and when in use is placed between the teeth aud lips. Always slightly un sorew the air inlet plug before using Inhaler. When parts of Inhaler are all in plaoo tbe same is air tight and virtually a corked bottle, and can be carried in the pocket or elsewhere, and is always ready for use. When you first use Inhaler place 15 or 20 drops of tbe Inbalent Fluid in the medica ment chamber and thereafter a few drops eaoh day when same is in use. In using tbe Inhaler always take long deep inhalations holding air in lungs a little time then slowly exhale. This is a splendid way to develop the lungs. Duration of Treatment In aoute oases a short time is only needed in which to abort an attack. But in cases of long standing the In haler should be used twioe a day morn ing and evoning or more frequently if desired, and should be continued to be used some little time after all symptoms have disappeared to com pletely rid passages of germs. As long as any germs are left tbey will multip ly and increase again. No claim is held for this new Treatment that it will cure Consumption when the patient is at deaths door. But in the first and second stages while there is yet vitality and not cyatio condition of the lungs. Then the germs can be reached, des troyed and a cure effected. This Scientific Inhaler Sold on merit. This Inhaler treat ment is not sold to the publio by catcby fake advertisements. Neither by a lot of worthless testimonials. But they are sold strictly on their merits, know iug full well tbey will please aud give satisfaction. No Drug Forming Habit Drugs used. Absolutely no drug forming habit drugs of any kind are used in tbe Formula of the Inbalent Fluid. Dr. Sponogle's Inhalers are sold by all first class drag stores. Price each including one bottle Fluid $3.50, extra bottle of Iuhaleut Fluid 60 oents. A Happy Man Is Amos F. Kiug. of Port Byrou, N. Y., (85 years of age); siuce a "sore on his leg, which bad troubled hiui the greater part of bis life, has been en tirely healed by Bucklen's Arnica Salve; the woild's great healer of Sores, Burus, Cats. Wounds and Piles. Guarautewd by Win. JIcBride Drug gist. Ii ice 23c. 1 a Hardware, Tinware, Graniteware, Stoves, Ranges is the Time to Chain Belts Leather Belting Babbitt Metal Halter Chains Chain Snaps Sheet Iron Bar Iron is now complete, and we can furnish you air for Harvest you to 211 and 213 EAST COURT LJ fTf it All KLILIJ) case before morning. 30 days' treatment for $1.00. Satisfaction D A f1 A I-1 17 guaranteed or money refunded. JJ&Illrl VI JliLj SOLD IN ATHENA AT HAWK'S PIONEER DRUG STORE. THE ... ST. NICHOLS HOTEL I J. E. FROOME, prop. I I W j t Only First-class Hotel in J' the City. J THE ST. NICHOLS X la the only one that can accommodate commercial travelers. iff Jan betecomenderi for 1U clean and well vontllnted rooma. c and Harvest supplies RJ Prepare for Harvest. Our stock of Machine Oils Oil Cups Pipe, all sizes Packing Rope Rivits Stoves at the lowest prices. It will pay bring your list of wants to CLARKE STREET, ; - A flAC? m ly B. C. HOUSE CARRIAGE AND SIGN PAINTING Skillful Workmen and first-class Material mean satis faction in Paiting and Decorating. I have both SHOP ON 3RD STREET. . - - ATHENA, OREGON OllOl115 opfice'sss RESIDENCE 392 DTE5TE5TED GLASSES GROUhDflTTED When You Y our 1 od tbe Northern FaoiQo Agent and let him help arrange your jour '. lie will secure any information "yoa want abont bia own and con ting linea, and will explain why Through Dinning Cars Pullman Standard Sleeping Cars Pullman Tourist Sleeping Cars High-hack Seat Day Coaches ke Northern PaoiQa trains so popular with travelers. He will quote i rates, sell yoa tickets, and make your sleeping car reservations, Bis vices are free. S. B. CALDERHEAD, G. P. A., Walla Walla, Wash. A. II. Whitehead, Local Agent, A. D. CHARLION, A. U. P. A., Nor. Pao. Ey., Portlaud, Ore. Ranges Tinware Graniteware Tank Pumps Water Bags Valves Lace Leather Etc PENDLETON, OREGON dose at bed time usual- relieves the most severe KIDDER 18 EAST MAIN ST. II rip CO Plan Washington & Columbia River Railway