BUSINESS BUILDING
By DUNDAS HENDERSON
u I JLfiJ V-r" fc&L
,ri . v. .. win -:-.'-rs: rr .in 6" 7'. .' h.ik i
itll cvtod
irvicc
'
nurs'UiO S)Y
Tun C.rZIMMUUMAN ta
CHiCMO i
SALESMANSHIP IN YOUR ADVERTISING
The most pertinent question a retail
er must think about when he start out
to ronsldre the question of filling the
advertising soaco bo hsa bought In the
local newspaper is. haw can I sell my
good niirrwanfull v through this news
paper? The best answer to thU question
undoubtedly another question, lie
must ask himself : If had to aell
syndicated advertising service. Some
of thcie service have Pcen bought to
a pitch if perfection that much of
their advertising li rated an equal to
the l'ft that has made success for
the big department store and nation
al advertiser
Constructing advertisement ia like
the practice of medirir e r law. it
these iiooda In mv store, how would I requires a special training to do it
approach mv coustomer -how could I successfully. The average merchant
intercut her and in what way could 1 can no more tuild an hdvertls mei t
convince her?" I-ast of all he munt that will bring sure returns than the
ask himself whether he ia capable of average advertisement writer can cure
doing all this In the newspaper apace , your body or argue vour care In the
as welt as in the store. i rourls. And the average merchant
When a merchant has answered these who attempts to do it ia perpetrating
questions satisfactorily he may com- as much harm to his business as the
menca compiling his advertisement, ' amature would do to human body if
But until he realizes that salesman- he tried to doctor it.
ship is necessary In the newspaper j Those syndicated advertising services
space as well as in hia store when aell- are constructed by experts of national
ing goods, he can never bono to get the reputation who have bud many vcars'
value he has every right to expect experience in that clans of work and
from the space. , who are paid la rife salaries for their
Successful newspaper publicity has services. The low prices nt which the
been called salesmanship on paper, services are offered are only made
When a retailer can oistinguish that Doesibln bv the large number sold
kind of salesmanship and appreciate throughout the country. For some of
its value, he is a long way on the road the services I ho prices are as small as
to advertising success. one dollar per week.
If a retailer employed inexperienced Full particulars of those
or amateur helo in hia store to sell his
best good ho would be classed as a
fool. Why should he not also te put
syndicated
services may be obtained from the
editor of this oaptr. It ia unwise fur
any retailer to be without such a
OREGON NEEDS
HOG RAISERS
in that category if ho employes ama- means of securing sure returns from
tour salesmanship In hia newspaper hia advertising when ho can get sue
aoscc? He avs good money for both cess bringing advertisements for these
and should get the same degree of low prices.
BHiisiaciioTi jor nis expenditure.
Four main points enter into all sales
manship whether personal or on paper:
First, the attention of the possible
customer must be obtained: second.!
Interest, must oe created in the (roods'
you are going to sell ; third, the cus-1
tomer must be convinced that she
wants the goods, and last, but bv no "Two brood sows and )X pigs were
means least, she must Pe induced to sold for $1R5 at a public sale in this
mako the purchase. In planning his county the other day." savs the Enter
advertising, therefore, the merchant oriae Record Chieftain, published in
has to at ply these principle in such a Wallowa county. Hut in Oregon we
wav tliMt. from his announcements, import eivbt to 12 carloads of hogs Per
results arc obtained as a matter of week from Nchiaska and other middle
course. Hut he must remember al- west states. The loi'g railroad haul of
wavs that salcamaiinio on paper . ia 1800 miles is a big differential. . The
moro dilllcult than salesmanship in import is about 600 cars per year and
person because he cannot make hia the value of a carload at present
selling arguments felt in the aame prices is about $1000.
degree h when he meets bis customers Some years ago, when hogs were not
face to faco. so high priced as now. the Oregon
Unless a merchant can apply these Agricultural college got 129.50 per acre
four principles successfully to hia in two month from alfalfa land by
salesman;, Id through advertising, bis feeding the product to hogs. At pres
publicity will get no more returns than ent figures the revenue would have
a bud salesman in his store. And let risen to about $10 per aero for the two
me state here that no oroinarv mer- months.
chant chii get the highest grade of It is an anomaly that Oregon cannot
suleMinnnsnio in his newspaper space feed herself. The Willamette valley
without side help. There are munv alone hits a producing power cupiihle of
reasons for this. It has been found, feeding an empire. It has been proven
for instance, that the best wuv to He- that with pork at six cents pur pound
cure attention is to use a good illus- wheut fed to hogs brings $1 net
tration. Nothing hus a surer human bushtll, and on such a baais, owners of
intcrst etl'ect or jrvt quicker action eustern Oregon wheat tlelda could
than a ' well selected picture. To get through hog reining add nearly one
such illustrations you need not only a third to their income, add to, instcud
high grade experienced artist but of rob the soil of fertility and supply
one who him a II rut class knowledge of Oregon with hogs both for home con
advertising art. Then, it requires con- sumpiton and export,
sidernl.le study and experience in It takes time for water to find its
descriptive literature to create interest level. Ultimiately Oregon will ruise
in goods even in those you are selling: her own hogs. One hundred and eighty
daily. Again, to bring; conviction to Ave dollars paid for two wwa and 11
the mind of a render surely and sue- pigs at public auction sale in Wallowa
cessfullv. necessitates u knowledge of county explains whv. :
how it has been done in thousands of F Mayfield. proprietor of the
other ca.ies. (;,)0HO ake Wm(t MeM, MHrket ia
All this means that tho up-to-date authority for the statement that not
merchant who desires to make his ad- more lnnn (jfty p,,r ct,nj 0f xhe hogs
verti.ing acientiiically certain must consumed in Lakeview are home
either t.tudy retuil advertising as a ttrown. In other words, forty-five
part of ins business training or employ wt cent 0f tlB uork products needed in
an experienced advertising constructor, this valley alone are brought In from
There is more in planning and writing other places outside tho state. The
a successful advertisement thun tho fault is pot with the climate, for there
ordinary retailer realizes. And the a no olace anywhere that can compare
smaller the advertisment the more for healthfulness toward the festive
difficult the process. Only those who wine, than here, where a hog diseaee
have made big successes by the em- r,eve been known. It cannot be the
ploynient of advertising In its most ucj( 0f oppotunity to grow feed, for
eiliciont form know the true value of while corn hus never been acclimated
aalesmutiship through advertising. jn nulllcient quanities to make corn
The time is now due for the ambiti- growing a thing o( the Immediate
ous retailer to lturn something about present, there are still other products
this ait. If bo dues Hot care about that equal corn as feed and some claim
plodding at icq lirlng the necessary that they excel the loiva money maker,
knowlodco himself there ure plenty of Pens, either the Cunudi an or Mexican
means of securing the right kind of varieties ura the best feed obtainable,
aalesnmnahlu on paper, the kind that especially when thev are feed in con
will couoio iiim tu get, one hundred pur miction with other grains and alfalfa,
cent value from his advertising space. What cheaper feed can ba found than
One of the best means is to buy a alfalfa with a little grain' to harden
the flesh and streak it? Tan-fed pork
goes Into the Ios Angeles market from
tho famous Ban I-uls Valley, Colorado,
and bring from $1.45 to $1.85 per
hundred pounds more than corn-fed
Dork. There Is a reason why every In
tending settler should think this mat
ter over from a dollars and cents
standpoint and start even modestly, to
grow hogs that are needud at good
brlcus to supply the hom markets of
Iko county,
A I'ortland paper the Telegram
J asks this question: Whv do not the
farmers grow hogs?" When it editor
proceeds to express an opinion on the
matter of a greater supply of home
raised pork,
Trsinloads of hogs would pur
chased In the Portlund market every
day of the week, bv the packing
plants, if tho farmers would vrow the
swine and shin to that ritv. Trices I
paid would be richly remunerative for
the man who products the porker.
Mcst nreosred from these animals
pwould Immediately simulant the heavy
imports now made annually, at great
cost to Oregon, and would also bring
into the state an enormous income for
the ton shipped to other communities.
Farmcis who pow make little profit in
their work, or who are gaining wealth
faster, could add to this income
materialv. Tons of feed ia wasted
annually on most every fair-sized
country property. Acres of waste land.
exist, which could chesply be made to
yield green or cereal fattening pro- j
ducts for hogs. At I'ttle cost all this
land could be utilized. Hogs are i
hardv, always have a market, repro-1
dure quickly, matucr in a season, in-!
volve practically no initial expense. I
and really improve a farm property'
where properly managed. j
There is no sutisf itorv theory on:
which hesitancy in producing all the
hogs that could be marketed at Tort- j
land can te explained. Absolute proof j
of the profit will not bring immediate ;
returns. Like every industry, this is j
a matter of slow development. Each:
vear will add to the industry, until i
the Mate finally attuina its capacity;
yield. Success bv one farmer has tu
be seen bv another and the conditions i
understood. liy this process every I
man with ability to comprehend the j
rudiments of agriculture will in time;
turn off the maximum livestock yield, j
It is in this introductory period that
educational forces, such as tne agri- i
cultural college develops, have tbeir ,
greatest opiKirumtv. If enoughs de n- !
onstrations could be made, the exoeri- j
ment farm could suolant the slow pro-1
oesa of farm-to-farm observations. At :
a time when there is so much money
to be won for Oregon bv utilizing fully
what every tarmer has within easv
control, it is impossible to restrain
impatience over failure, and we caruiot
repress the wish that the educational
forces of school and fair will do swift
work. vt)ile the rest of the country ia
sufTeiing very giestly from poor crops,
the far west seems to be more than j
holding its own. Maine is a notable
exception, its crops being practically j
normal, but some other states are ;
making very poor showing because of j
drouth. The irrigated states are i
fortunate in such seasons. Waahing- '
tun. Oregon. Montana, Idaho. Wyom
ing. Utah. California. Nevada. New
Mexico and Arizona are prospering
and crops are good. Climatic condi
tions doubtless account in large part
for this.
KILL THE FLY
PREVENT DISEASE
This fly called "Typhoid Fly" on
account of its being known aa a carrier
of typhoid terms, is one of the filthiest
insects with which we have to contend.
It also carries the germs of tuber
culosis and other diseases, and is a
menace to the health of the family.
It breeds in tho fresh horse manure
and other tilth hence when the stable is
near the hinme. Hies are apt to be more
numerous. Use screens on the win
dows; resort to the use of atickly fly
paper ; keep garbage pails and privy
vaults securely closed ; if possible, keep
stable manure covered. Some farmers'
wives hang stiefcy fly paper, sticky
side out, , on the outside of their screen
doors, at the top; which, in warm
weather, catches flies which gather
there. Files are attracted and can be
killed by the following solution:
Place in a room two teaapoonfula of
formaldehyde, formalin, in a pint of
water. Flies drink this and shortly
die. It not only serves to kill the fly
but disinfects the Insect after death.
Intestinal discharges from patients
suffering from typhoid, or any other
fever, should be sterilized before be
ing emptied into the sewer or cesspool.
A new real estate firm has started
business at Paisley which goes to show
that the Metropolis of the Chewaucan
is going to grow some the next year or
so. The shortage of the rabbit crop
this year has postponed the building
of the cannr.erv that was to fe.d
people delicious chicken, but this will
be made uu for by the united efforts
of the wido awaka men that are at the
helm, who will no doubt substitute
some other delicacy.
-5
N
P'TNJ
.IN
n U ST what grade of stock will give
j me the necessary quality and be the
most economical for the job?
The EXAMINER PRESS
knows and will teU you.
Will zinc etchings, wood engravings
or halftones give me the best results?
The EXAMINER PR tSS
knows and wU tell you.
Will two colors make this piece of ad
vertising L a more effective business
getter?)
The EXAMINER PRESS
knows and will tell you.
What is the correct thing for my
stationery.
The EXAMINER PRESS
knows and will tell you.
Can I get a new and more attractive
form for my folder?
The EXAMINER PRESS
knows and will tell you.
How much will it cost?
The EXAMINER PRESS
knows and will tell you.
Our ability and facilities for telling you
what you want to know about a thou
sand and one details of printing, and
also for supervising your work to a
satisfactory finish is what we call
SERVICE. Efficient service makes
printing more valuable.
xamiier Press
33ESBESSCS
t