V
THE GAZETTE-TIMES, HEPPNER, OREGON, THURSDAY, SEPTEMBER 11, 1924.
PAGE THREE
F
I
MERCHANTS NOT INVITING PUBLIC CANNOT
EXPECT CROWDS TO BUY, BELIEF OF T. K.
KELLY, RECOGNIZED AUTHORITY.
(Mr. T. X. Kelly, large (Inanreer
of Hinnepolia, Minn., Is alio an
advertising and eelling eipert, na
tionally recognised. Wt have tha
following from his talk befora Tha
Catton SUUi Merchants Associa
tion at Memphis, Tenn., August 28.)
A few weeVs before my fortieth
birthday, which waa several years
ago, mv wife handed ma a good-sised
buneh of letters ona morning, the
letters being addrased and stamped,
suggested that I drop them in the
mail box on my way to tha office, I
wore my raincoat that morning, as
it happened to be raining, so I slipped
tha letters in the pocket of tha coat
and, upon arriving at tha office, I
placed the coat in my locker, and
forgot all about the letters. I did
not wear that same eoat again for
several weeka and that's where my
trouble started.
These letters happened to be invi
tations to my fortieth birthday party.
Tha evening of tha party came, the
stage was all aet. Tha dinner was
supposed to be at 6:00 p. m., but
nobody showed up. We wsited until
seven, but my friends failed to ar
rive, then lo and behold, my wife said
to me, "Do you recall a morning some
weeks ago when I gave you those
letters to mail? They were the In
vitations to your party." Immediate
, ly the thought struck me, "By golly,
those letters are In tha pocket of my
raincoat at the office."
That incident reminds me of an
old friend of mine who was in to see
me tha other day. He told me about
a motor trip ha had taken, driving
from Minneapolis up north for a few
hundred miles. It happened to be on
a Saturday. Ha visited several towns
on his trip, calling in at many stores,
and he remarked to me, "Do you
know there was about two chain
stores in each one of tha towns I
went through, end they were tha only
stores that were busy the other
stores didn't appear to be doing much
of anything." That caused him to
investigate Just as a matter of cur
iosity, so I asked him the names of
the towns he visited. I then wrote
to the newspspera in esch of the
towns and requested thst they send
me their pspers of Thursday and Fri
day, two daya before the, Saturday
when my friend called at these
stores. Upon receipt of these papers,
I found that in four out of five pa
pers, all the atora advertising that
had been done waa by the chain
atores. That aolved the problem.
The retail merchants in the towns
where my friend visited had failed
to advertise in the newspapers, in
viting the public to their store that
Saturday, and the public not receiv
ing tha Invitation, did not come, but
tha chain storea had invited them
with a neat, effective ad, attractive
in style and chuck full of common
sense, and, naturally, that la where
they went '
So the stores thst failed to receive
their friends wera like my birthday,
party the crowd didn't come.
I venture to say in all the failures
of retail merchants the last three
years not twenty per cent of these
same merchants advertised religious
ly In newspapers, whereas, if they
hsd, their investment in newspaper
advertising would have brought suffi
cient trade to prevent a great amount
of their losses.
Tha total newspsper advertising of
122 daily newspapera in 28 principal
cities of the United States in the
year 1923 waa l.S.13,954,971 agate
lines a gain of 92,651,490 linea over
the previous year.
We are not handicapped today In
unfolding our business the same as
our forefathera were who were com
pelled to depend chiefly upon person
al exploitation of the individual, for
tha circulation in those days was
very small.
First of all tha newspaper has cir
culation. A single newspaper will
often cover from 60 to 80 per cent of
tha homes In Its territory. Advertis
ing space in that paper will give a
much greater return per dollar spent
than will any other form of advertis
ing on which postage is spent.
Second, people are accustomed to
reading the newspaper. It is not
difficult to get their attention, as in
tha case of the circular letter, the
booklet and other forms of direct by
mall advertising.
Third, and best of all, it Is timely.
The advertiser is able to appeal to
his audience by frequent advertise
ments. So w are led to believe that even
criticisms about us in the columns of
the newspapera is good advertising,
and so with tha retail merchant, the
minute he starts figuring on selling
merchandise, he has got to start fig
uring on tha advertising that Is going
to do It.
Advertising certainly has many
sides. It can scream, talk, or whis
per; It can attract tha aye or befud
dle it. It can ba an interesting story,
or uninteresting piffle. There are
just as many kinds of advertising as
there are things to advertise. There
Is the sincere kind that breathes hon
esty and truthfulness, and which car
ries the reader right through to the
end, and then again there la the
kind of advertising that aays, "Be
ware, I am just trying to attract at
tention; I don't mean what I say, and
I don't Intend to make good on the
extravagant claims I am talking
about."
Newspapers, however, are not In
tha habit of publishing misleading
advertising, and for that reason the
public has unlimited confidence In
newspaper advertising.
The retail merchant who will fig
ure on spending two per cent of his
rross receipts for newspapor adver
tising and one-half of one per cent
for direct mail advertising, such as
letters, post cards, etc., and prepare
this advertising the same as if ho
wera talking to his customers when
thev come in his store, there would
be no need to complain about quiot
trade.
You may say, "How tan I educate
myself to write advertising?" I know
msny successful merchants who have
calned their advertising education
through reading and studying good
trade nublicntions which publish
snlendid articles In every issue. No
one can prepare advertising for the
goods you own and offer for sale ns
good as yourself, Tha merchant v. ho
is open-mlndod and visualises his
opportunity, getting hit aubcontciout
mind In working order, is not going
to experience dull trade.
Like tha bathing auit manufacturer
a short time ago who originated a
picture of a beautiful young lady
wearing a bathing auit. He had an
actual photograph dona in colors and
it waa ao unique and attractive that
I have noticed thousanda of these ads
pasted on antomobile windshielda.
Ona of the most successful small
town merchanta who has been in
business for forty yeara haa the hap
py faculty of getting a lot of. free
advertising in his local newspapera.
Upon hia visit to the New York mar
keta twice yearly ha writea lettera to
tha two newspapera of his town, tell
ing about New York. Ha explains
about th varfoua improvemente there
that have taken place aince his last
visit he tells about the merchandise
market; he even goes ao far as to
give a brief history of the extrava
gant, as well as the economic side of
New York life.
Hundreds of familiea in his ter
ritory look forward to reading his
letters? You must capitalise upon
everything pertaining to your busi
ness in order to get the public ex
cited about your atore.
Department atores in the large cit
ies today never neglect to have their
buyers, who go to foreign countries,
send thousands of letters to their
customers and prospective customers,
telling about the huge purchases they
hare made of foreign goods. I have
received many lettera from represen
tatives of large Minneapolia stores
mailed from Paris, London and other
European pointa. They tell what
time their gooda will arrive In thia
country, they explain about the new
unique atyles, fabrics and values.
I am a great believer in taking my
newspaper as a partnre in my busi
ness. Every newspaper haa hundreds
of ideaa that are workable and profit
able that they are only too glad to
pass on to retail merchanta a news
paper is a clearing house of ideas es
pecially pertaining to retail business
and I wonder aome time if we try to
get as close to our newspaper as we
ought to, as they would like to be
ith us. If you are interested in
your newspaper they will be inter
ested in you, and if you follow up
your advertising with attractive win
dow displays, combining that with
training your clerks 'and keeping up
your direct by mail advertising, such
aa aendijig out a letter or post card
monthly, you will find that your
newspaper ada will have a greater
pulling power than if you depended
on it alone to sell your merchandise.
Take, for instnace, the manufactur
er, wholesaler or jobber who backs
up his salesmen with newspaper ad
vertising and direct mail advertising.
Practically 76 per cent of the eales-
man'a work is already done, when he
goea to call upon a prospective cus
tomer, through the advertising that
has already preceded him, the pros-
pective customer already having a
good idea of the merchandise through
the advertising.
The crying need today is more ad
vertising. No better illustration can
I cite of the effectiveness of adver
tising than the cas of Barker Bros.,
retail furniture dealera of Los An
geles. A few years ago they sold
1700,000 worth of furniture in their
store and, through expanding their
advertising investment, Barker Bros.
last year sold 16 million dollars
worth of furniture.
I should think we would all take
inventory of ourselves when confront
ed with actual instances like the
sbove and note what Henry Ford has
done tha past yeas through advertia-
ing. Up to thia year Henry Ford has
done very little advertising, but, be
ing far-sighted, he sold himself the
idea that in 1924, and perhaps he had
in mind not only 1924, but every year
afterwards, ha waa going to invest
a substantial amount of his gross re
ceipts for advertising, and his appro
priation for 1924 waa seven million
dollars. Within the past six months
I have visited tha Ford factories half
a dosen times through some business
dealings I had with thia big firm,
and I can assure you, Ladies and Gen
tlemen, that there has been no un
employment in tha two Ford factories
in Detroit they have been running
full capacity, three eight-hour shifts,
steadily employing over 160,000 peo
ple besides the thousands they ara
employing in their other large plants
II over the country.
Henry Ford has experienced a sit
uation which makea it highly desir
able to advertise. Perhaps he foresaw
tha present slump, which has appear
ed to hit tha motor concerns with
special velocity. Perhaps he judged
the time ripe aolely because of the
present restless attitude of the peo
ple and the fact that our Federal
Government haa declared an open sea
son for swatting big business.
At any rate, for aome six montha
now tha Ford Motor company haa
been displaying in the publications
of tha country, in newspapera large
and small, In claaa periodicals, in
farm papera, in general magasines,
in street oars, in outdoor positions',
and In many other forms of adver
tising.
With my brokerage business, we
appropriated a million dollars for ad
vertising thia year, and we are like
the National Cash Register company,
who claim that they had the biggest
business in all their business career
during May of thia year, and you
know how difficult it is to sell cash
registera. In an article I read the
other day I noticed also that 400,000
Ford csrs were sold during the
months of Mny and June this year
and only a short time ago he started
on his second ten million cars.
What Is tha Standard Oil company
doing? Their advertising appears re
liglously in about every newspaper in
tha United States. They bring home
right to our very door the fact that
it does not necessarily take money
to do business using your braina
and thinking is what counts.
Returning by auto to her home at
Canyon City, Mrs. Otis Patterson
stopped over Monday night at Hepp
ner. She had been with Mr. Patter
son, who Is under the care of a ape
clallat at Portland, and roports that
he la getting along pretty well and
should be able to return to Canyon
City within a few weeks. Improve
ment in his condition, however, will
be alow, Mrs. Patterson continued on
her journey home Tuesday morning.
Conditions, Prizes and
List of Events
for tha
THIRD ANNUAL
RODEO
Heppner, Oregon
September 25, 26, 27, 1924
1. Saddle Horse Race
First prize (16.00; second prise 5.00.
Entrance fee $1.60; money added.
Conditiona One-half mile race.
Saddle horses used for range use only
eligible. Riders to weaT aombrero.
chaps and spurs, stock saddle not
less than 26 pounds in weight, bridle
ith stiff bit.
2. Pony Express Race
Three Daya Beat Time.
1st prize $40.00 ; 2nd $20.00, 3rd $10.00
No entrance fee.
Conditiona A three-day race. Four
trips around track each day. Each
rider to have two pomea in charge
of two assistants. Rider must wesr
sombrero and chaps; saddle to weigh
not less than 25 pounds. Riders must
mount unassisted. Same horses to
be used each day barring accidents.
Best time in three days wins.
3. Calf Roping
1st prize '$7.60; 2nd $2.60.
Entrance fee $1.60 each day.
Money added.
Conditiona Calf to be given 30-ft.
start and roped from horse; must be
thrown by hand and hog tied.
4. Boys' Pony Race
1st prize $7.60; 2nd $2.60, each day.
Entrance fee $1.60; money added.
Conditions 14V4 hands and under.
K-mile dash.
i. Steer Roping
Best time, three daya.
1st prize $40; 2nd $20; 3rd $10.
Entrance fee $2.60; money added.
Conditiona Rope and hog tie three
feet crossed; to be roped, thrown snd
hog tied within 1V4 minutes or con
testants to withdraw at signal from
judges. Steer must be caught by both
horns, half head or neck. Two wraps
and half hitch to tie. Best time lor
three daya wins.
Mule Riding
1st prize $6.00; 2nd $2.60.
BEST RIDE EACH DAY.
draws with plaia halters and double
rain in aaddlea furbished by associa
tion. Bains not to be tied together
or wrapped around hand, ona ana
free. Ridera to use chape, apura and
sombreros; all riding alick and no
changing handa on reina. No locked
apura. Not leaa than 7 ridera drawn
from preliminaries to ride in semi
finals. Not less than four to ba choa
en for finals.
10. Relay Race
1st prize $90; 2nd $40; Srd $20.
No entrance fee.
Conditiona A three-day race. Each
rider to hava three horses in charge
of two aasistants, one to hold and one
to catch. Rider to saddle, unsaddle,
mount and dismount unassisted and
change horses each 2 trips around the
track. Same horses to be used each
day barring accidents. No cinch barr
ed. In case of lost horse or flying the
track. Judges' decision governs. Rid
era draw for place first day; second
and third daya take place in order
in which they finish. Best time for
tha three days wins.
1 1 . Steer Maverick Race
$5.00 e-ach day for first rope over
borns or neck.
12. Quick Change Race
1st prize $7.60; 2nd $2.50, each day.
NO entrance fee.
Conditiona Riders to put on ehapa
at Judges' signal; once around track,
put on aaddle and finish at the wire.
13. Special Race
1st prize $19.00; 2nd $5.00; each day.
14. Cowboy Race
1st prize $15.00; 2nd $5.00.
Entrance fee $1.60; money added.
Conditiona One-quarter mile race.
Saddle horses used for range use only
eligible. Riders to wear sombreros,
chapa and spurs; stock saddle not
less than 25 pounds in weight; bridle
with stiff bit.
15. Cow Milking Contest
Last Two Daya Only.
110 nrica .aph Aav tnr tict milk A-
livered to judges. Must be in associa
tion bottlea.
Best All Around Cowboy
A beautiful prize, put up by mer
chanta and business men of Heppner,
will be presented to tha best all
around eowboy, making the most
pointa in the 1924 Rodeo. Winners
must enter into not less than two
competitive events.
Points to be divided as follows:
Bucking 60
Roping .... 60
Relay 15
Pony Express 16
Saddle Horse Race ........ 5
Cowboy Race 6
Oth'r competitive events 6
86
35
10
10
' 8
3
3
7. Steer and Bull Riding
$6.00 for Best Ride Esch Day.
8. Bareback Riding
$5.00 for Best Ride Each Day.
9. Bucking Contest
1st prize $60; 2nd $40; Srd $20.
No entrance fee.
Conditiona Riders to ride horses
The management reserves the right
to make any changes necessary for
the benfit of either the contestants or
management.
Contestants and participants as
sume all risk to person or stock while
upon the grounds, the management
extending an invitation to all, but
only upon conditions stated.
All entries close at tt p. m., Septem
ber 24th.
Winner of Cowboy Race, Saddle
Horse Race and Boys' Pony Race are
eliminated from entering same races
following days.
School books are cash. All mail
orders sent C. 0. D. Patterson k Son,
Humphreys Drug Co.
ONE OF THE STRONGEST COMPANIES IN AMERICA
Here's apart of the
i
R
P
WEST COAST LIFE
Perfect Protection Policy
If the insured dies from natural causes, the
company pays , $5,000
If the insured dies from accident, the com.
panypayt $10,000
' In case of permanent total disability, the com
pany will ,
1. Waive all premium payment!,
2. Pay $25 per week for one year, and in ad
dition 3. Pay $50 per month for life; and
4. Pay $5,000 to beneficiary when insured
die
5. If disability involves loss of limbs or eight
as result of accident, the company pays
$5,000 immediately in cash in iuidttn to
all other benefits,
During temporary disability the company
pays $25 per week for a limit of 52 weeks)
"A Service That Endures"
If
ll an outer Benefit.
u pays i3 per week tor a limit ot 3i weeks) a -. n
H "A Service That Endures" If:
1 West Coast Life
H INSURANCE COMPANY 2 I
I E. C GENTRY, District Manager j I
I Heppner, Oregon 3 '; I 3
jjwjh B West Coast Life Insurance Co. mo jiT """
jif7p 1 SOI M4 Sir t. k ln,w 10K-3U
ffMtfS1 Qffitlmmi -Without aUij.ti , s
JJgJ: :
ft -"i. rgPsaiWawdi
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iikiSf5S?xiiT5ll
53
HEPPNER
n in fir n
uuwylw
HEPPNER, OR.
SEPTEMBER
6
7
$1,000 IN PRIZES
For Bucking Contest, Relay Race,
Cowboy Race, etc., Milking Con
test, Steer Roping, Mule and Bull
Riding, and Many Other Events.
?49 DANCE
Each Evening. Best of Music.
CARNIVAL
Amusements for Young and Old.
Merry-Go -Round, Ferris Wheel.
Morrow County School Chil
dren Admitted Free on Friday
SOMETHING DOING EVERY MINUTE
SHE'S WILD!
LET S GO!
as.
2