i
Lakeview Saddlery
A complete line of
wagon Hnd lugg
liarneaa, ttlilpa,
robot), llts, flutes,
sitir,o,iilltw,roMe-
ottos, etc., rW.
C7..
ft ..
If'
Kvcrj thing In the
line of carrla'KC
and home furnish
Injt. lCrpalrlitK
by competent
turn.
THE BEST VAQUERO SADDLE
ON THE MARKET
AHLSTROM & GUNTHER, Props.
Successors to S. F. AHLSTROM
BUSINESS BUILDING
By DUNDAS HENDERSON
THE EVOLUTION OF RETAIL ADVERTISING
THE
LAKEVIEW ABSTRACT & TITLE CO,
Abstracts toO.V.L. Property
r-, . i reach tract of land in Lake Co.
f ( tr each Town Lot in Lnkeyiew,
V m m ( 'rcon, including first deed from
' t he Company.
Get our spu iid j-ricv for Abstracts of Title to anv
rcai cst.ite iu Lake County.
H. W. MOFGAN, Mcnagcr, LAKEVIEW, OREGON
:caar.,zjrgjMf-iV'j.g.iBr,tj
Recently before the Rochester (N.
Y.) Advertising Club. Julius Schneid
er, for sometime advertising manager
cf "The Fsir." of Chicago, ami one
of the beat known retail advertising
men in the country, save a lecture on
"The Next Evolution in Advertising."
He stated that, in hia ouinion. this
was the awakening? of local advertiser
to the absolute necessity for hieb grade
advertising service such as had made
fortunes for the large stores in the bitr
cities. .He advised the merchants in
each locality to join forces and engage
the best advertising talent on a co
operative basis, and pointed out that
this really, must happen in a very short
Deriod as a natural advance of the
times.
Mr. Schneider and others evidently
do not know that this evolution to
wards hieb trade special service has
been taking place for sometime. It
began with what are called "Cut Ser
vices." That is. an engraving house
advertising service will be seen bv tho
reduced fac similes of advertisements
shown at the too of this column.
This new style of advertising Is
called Syndicated Advertising Service,
and its development is the latest evo
lution of retail oublicitv.
The local retailor has seldom the
ability to write salesmanship for his
newspaper space. It requires special
training to write advertisements that
sell goods just as it necessitates train
ing to oractice law or medicine.
When vour to ly Is sick you do not
trv to cure yourself, vou take medical
advice nnd aoolv the treatment that is
given to vou by the trained physician.
If vou aie wise, vou apply the prin
ciple to vour business, vou use the
medicine successful salesmanship in
vour local t.uwpsaper prescribed for
you bv the advertising expert.
The bitfhrst grade of expert publicity
service in this country today la em
bodied In this new syndicated adver-
in one of the bigger cities would get Using -ervice. High priced men with
out a number of more or less comic national reputation in the retail adver
advertising cuts wretchedly drawn bv j tiii g Ul.l are constructing these nd
a tenth-rate artist which it sold to vcrtiemonts. and the merchant who
tUTtoHAI. I
rrr-aMnnl Wtllain tl.taf,
Vlea rraalitant Jamtn M.HhPt man
awurlar jot main 1'hllainli'r I). Kimi
iai ol Traanrr Franklin Mai'Vala.1,
noroiar jr of War Jarnh B Plialnaiin
ait, inn? (mitral lnnr W , Wtraatahatn
roairaaairr Omaral Frank It, lllirtinHtk
a rmarjrol Nary , .(Iwrao Von I.. Mr)tii
rn larjt Inli-rtor , Hlriiarit A. Hal i mum
a ralarjr nt Aarli-iitlura ,., Jainra Vt Hum
ertr- ul t oinmvrva) Charli-a Nairnl
I'tilot Jiiailra , . , (harlit Kilwaril W hll
Vi-t.atton Warner, U.S. Vviiaton t'unimlaaiiiiini
'. . Klrbarila ..U.S. land ftimtiilaaliitim
rrars.
i). nmr ......
Voraiarf ofHtala
Vraa.iiri-r ,
Mliirnr Hmmral
iat. I'uinlo laatruvtum. .
r'rtnixr
Dairy ami Food Cora
U.S. HanaUtra ,
Oougrwaaman
llblaf Jiiiilca
t (aortal J natters
, .. n.waM Waal
, ..F. W, nmiauti
. , .Ttioa. M. Kar
. A. M.rrawluril
, I., k. ahlnrman
Vt . M. iHinlaat
J. W. HalloV
Jnhaalhan Hniinm, Jr
(lo. K. t'liamlrlain
) W. c. II !'
U.W. UBortl
rraicoi!t
R. H. Kai.
i F. A. MiMir
ran
Hurnatt
Mullrida
IF. A. Mn
It. J Hri
l. II. Hi
T A. u
fllK
alSTM JV'IIICUL uiaraitn
I
u,
llrnrr I.. Hi-n.iu
. kujrkauiial
unuaianra
u?e th.im orr'islentlv nnd constantly
in his locttl nittos(ier. is a long wav
on the road to tinsnciul independence.
Full particulars of this new syndi
cated advertmii'g will tie supplied by
(ho editor of this naocr. (Jet them to-
NEVADA-CAL1F0RNIA--0REG0N RAILWAY
Daily Service Except on Sundays
Tiain No. 2 leaves Alturasat - - - 5:05 A.
rr?vp. tReno, Nevada, at - - 6:05 P.
nam io. 1 ie'ave ieno. Nevad. at - 8:-t5 A.
Arrives at Alturas at ----- 9:50 P.
S P. Co's Trains leave Reno as fo'lows:
No. 23 leaves Reno for Satt Francisco at - 1 7:30
No. 3 leaves Reno tor San Francisco at - 2:45 a. m
No. 4-lta ves Reno for t ie Fast at ... 9:25 p.m.
No. 2 leaves Reno tor the East at - - - 9:50 p. m.
M.
M.
M.
M.
p m
a retailer, sometimes with a little ad
vertising mutter, in a series of 20 or 62.
one cut for each week in the year.
While this was all educative, and at;
such deserves some credit, it has pro
bably done more barm amongst rcliiil-
ers. to the value of real publicity, thanidav. Their application will materially
xnythinir else. j incrs? vour t usiness and give your
There are a great many of mv read-1 newspaper sphcb UK) per cent value
era who now have boxes of such cnH j as a husincn puller.
lj :nc a:cunJ their ttores with t:o lit ai , - -
iiiea of what to do with them, and even
vet thore small cut "services" are be
ing sold to deluded merchants bv glib
trsvelina salesmen. I
Anotiier herald of the new special
retail advertising was the Iocs! writer.
He is ao evoluting. He has been
getting better everv vear till now. in
son.c wav. he is auite accomplished.
In the majority of cases, however,
the local ad writer hi been somewhat
like "Our Johnnie." who has won a
prize for drawing b'gothl and who
forthwith blossoms out into a famous
artist locally. This class of publicity
has likewise done its share in giving
the retail merchant cold feet. The
local advertisement writer hns
nioftlv a shining example of the
mul Hvuaiur...
apraQiaUv
l. II Murryiuat
ill r Mvlknap
(W LTiiuuiauO
U 1UNU UFFR'K.
rihur W. oriuu ......... .... .... Kftii
'r1 r" t'roiiKmllltir Hurrivrr
77; UN DIM TA KING
m-VAKTMHNT
of the Willis I'urnittirc Co.
h:m lccn en I 'irtrtui. Their
Ilenrsc Iiti hveti refitted
with
new enrtnins.
nrv tin-to-d.'ite nnd deserve
your pntronfiue.
Phono Not 081
Night or Day
WILLIS FURNIIURE CO.
LAkK :oun rr
ludu ...
:ivra ,
hrrl
iraaaurvr
ir.aur
Biml SU( , ., .
iriur
ia uiaaiouvrt
( ounlr -lo. Inanxriur.
. B Pait
.. F W -.a,
. . .. w a fuiiiifi
. F. O Aulmruiw
A. t . Kimimi
.. K. H, Jari,,i,
...H. A. MuabitB
.. A. K.
F K Amliraua
.. U. r.Mallu;
lu ft vr uk,ks
riaiii'jr , . .. .
illiUIUI
oi I
tt
J J
I -. MUV I
A it. sumir
4l.'lrf .
a,i
Co iniMluiai
. . , . rUHHtrilvi
. ..t'raaauroi
LAKbVlfcW HOAKIOF1Ka.
rvanlKUl W.H.MIIKa
''""" F. M Miliai
V. I-SIIOIIIUM
uiauio l mmiilurmiu L. K i
Will Sell forS12BO
cash or trade for ranch r stock,
my 1-4 Interest or $2500 equity In
(jimkI Planlnjr, 5Mnc.le and Saw
Mill, 10 miles from Alturas, Cal.
(1mh1 niarkctMll more than mill
can produce at 10,000 feet per day
at $17.00 per KKKI at mill. Capac
ity of shingle m il 20,000 per day.
All in good running order. Invite
an Investigation of property.
Win W Harris,
If. I. O Ilox 2JI, Alturas, Cal.
ijUuatna.
ubllrUjr
liK'a
lUMlrlpal
ncultural
... . . k. Iaifi
. W. K. r-aii..
W. K Hi rymr.i
U. W. Iir. a..-.
V. Ik'liati
Kini n- Mailiuariira tir Hiraocnra
KELLtY BRILES
DlSTS n.-c.-o. ry.
New Era :
the N.-C.-O.
jujimi
riKsr Mk.iiiuni.ir i'iii'ki.'m-iiIimmT
icnoul ai lo a. in. t'rrarliuia- vrjr xuuijar a
a. ui. anij : p. in. K.,.nli U-ku cyi rt
uuilaf i-vuutus al:. -rajrwf M.- uijk lljur.
ai :.ji. in. r nii'itiii at 7:joi. iu
ailiva Aid kirrr W.tlmaiiajt al I u, m
vrjrixMljt corai.ll luvii.vl all u rilnr..
M.I. WlKr., I'aauir.
Fresh Fruit
iiu'l iiai-IiM nil in a (if i.Kr-.v Ian
t-n-ai'tiiiiK rur at II A M aua 5:JO I' M in
ji ami 4i,i miu. iiii,ia h,,j lu A !U
.juiui iv,hi, ai a:.Hi I'M. Ha , 1 1.1 Vnum
I'anulu'a I iiIimi al I' H mi ( , u huiular
Crayur Miiciina- at 7..i I' M iVc.ilffuay vr
iiiuk. brvr) ixxly luvltnl u t t.-u1 all aur
"" KtV. II. itMiril, faau.r.
Liint Mondsv the case of
Hailwav Co. vs. Kellev
Uriles came uo n the Superior Court.
on apnlicalion Lv the t'lainlitt lor a!
temporurv injunction to prevent tiie 1
defendant from interfering with the
building of the railroad made
Mr. Briles ranch along tho lake
near Davis Creek.
Conoiderablc evidence v.aa intro-
Lcen ' duccd. which showed tht Mr. Hriles
trite ! and several other ranchers in that vf-
OAlllOU. IILIK II- hVKHV fl KPAV MAv
al 7. uu and I j a.m. ; lt,rjr al 7: p.m. M
on wui kilaja at 7:J a in.
M 1 11IAS MTIIMITT, H.J.
1 1 Its r rUKfllV I Mil AN t.llllti rtK Ulfc
umi'Oi in Hid Mai.iuli' Hall, hnmlny
. li.M.lai lu:u)A M.: Muriiliif K. rv li e al ll:m
K.flllllll .aMirtll!l at M:UU. I'r.r u.i,. ....
J W1..I11...I1.). nl 7l I'.M. All are initially m-
I - ....,. 1 ik , .-t.t u. ., I'aalur.
across1 ... - - - m
iMilnl HAKIlni Ultlu ,1 u, .4MM.K, I. a.
bnure j at Now flue t.rwa. oivu'iii. I'rracliiiit; avi
. aim 4 ;mi r x nl cam Knii.ia
il vrr inuiiib Hun, lay rk-iuxii al 10 A M
Cray.r x rvli!i at7:)un lValiii.,ay avuuiuv
il ttailt weuU. All ar vuriliail iutltrlt'
vtu iiii ilir v:r ina
IttV. U K. HKNUEKMU.N.
j saying' 'a little knowledge is a danger
ous thing."
LAKE COUNTY ABSTRACT COMPANY
j Incorporared.
A. Complete Record
We nve made an entire tranwrtpt of all I'.ecorda In Lake
County wh'eti luany way. affect fttal ProrHrty In the county.
We have a. couiplete Itword of every Mortgage and tranHfer
?vpr niH.ie in lLKe Coiiuir, j1 ever Ued given.
Errors Found in Titles
Hi imcrttmitr the record we bave found numerous mort
gaii' - -rurrl.'d Id the Deed rvcord and indexed; and nmny
(i--!-. recurili'd lu the Mortgage re;ord and other bookx.
Hnifire.irt if mortgage" Hnd deeflrf aie not indexed at all. and
tnijwt liiiii'iilt to trae lip from th records.
We have notations of all these Errors.
Others Hi:nir fifin hem. We have iot puudreda of dollars
hunting up thrse crront. and wf can fully guarantee oir work.
J. D. VENATOR,
Hanager.
The next phase in the evolution was
one that bid fair to solve all difficulties.
About a yeur or two ago a famous
artibt. who had made a reputation for
a comic series of newspaper pictures,
was induced to draw his comics into
advertisements. These were syndicated
in electrotype form ell through the
United States and Canada to all clusses
of retailers, the large ouanitv sold of
each electrotype making it possible to
nuote extremely low prices to the local
merchants. That was the next rise in
grade from the old comic cuts of the
local engravers, because these drawing
were well done bvaa first class artist
of acknowledged standing.
We have now advanced one sten fur
ther. The idea that it is necessary to
have a comic drawing to attract atten
tion, is exploded. As a matter of fact,
a comic cut uoes more harm to the an-
UX.a.iMJ..'..!W ffrrrtMi. 1 m. ;"-!UJH!J.L"a.f !W.L'-! ..iiiaowaMainwiax
WILLOW RANCH ORCHARD TRACTS!
1
Apples Apples Apples
Keeping Qualities
NO BLIGHT
NO INSECTS
NO FAILURES
BIG PROFITS
10 ACRE TRACTS
Planted, Irrigated, Sprayed and Cared for
Price $150 per Acre
One-third down, balance $20 per month
No Taxes, No Interest
jT.-,:...,.
THStatf Land Company,
t.z.!:zvlw, Oregon
v.'it for Cooklet and Information
! vertisement than good, for it makes the
whole advertisement laughable and
when people laugh at a thing they
seldom buy it It is unfortunate that
many merchants do not realize this
even now. A good joke in picture form
still appears ot them to ie the acme of
successful publicity. But thev are
learning.
There are now one or two concerns
who. with strong financial backing,
supply retail merchants with advertise
ments, illustrated bv the best artists
and written by advertising experts
who have specially dedicated them
selves to the work and who are paid
large salaries for their services. The
advertisements supplied by those firms
are of the same grade as those used by
the large department stores and nation
al advertisers : thev are scientifically
i a : ; .7-7-
rorreci unu tire guarameea to or I rig me
retailer the maximum of returns. They
i are supplied to the local merchant with
the sole right of UBe in his own locality.
I A . 1. 1 .,.1,1
I wwiiik iu me ciiuiiiiuuo iiuuiuer aoiu
of each advertisement, thev can be
purchased at a nominal coBt. even as
low as one dollar per week. If the
merchant wanted to have the same ads
written for his own individual use.
thev would cost him about $300 each.
The sale of this new stvle of uo-to-date
advertising is growing enormously. It
is being used in thousands of towns
through out the country and there are
about ICO high grade salesmen selling
I it dailv.
The nature of this new iiu-to-daie
rinitv had bigi.eil a written agreement
to grant to the N.-C.-O. a right ol
wav through their ranches in consider
ation of the roaii being built on the
chut, side ol the lake, the roud bed to
be granted on the old gravel Leach
near the water's edge.
The trouble arose when the railrond
7rade could not follow the water s
edge on account of a sharp turn in the
lake shore, and the construction crew
began to dig ud Mr. IS riles' meadow
land.
In the decision. Judge Iiakcr held
that, in order to secure an injunction
the I'laintiif would be compelled to
show title to the land in controversy,
and the agreement being only a prom
ise to grant the right of way. and not
a grant of itself, no title has been
shown. The application for an injunc
tion was denied on that ground.
Mr. Briles states that he is willing to
let the railrcnd use the gravel beach
free of charge, but that he objects to'
having his meadow and potato land
destroyed unless he is paid for the
damuge. He states that if the railroad
company will pay him $2'0 damages',
thev may have the right of way which
thev have selected across hia ranch.
I U. l M.-LARfcVlKW LOI'l.l NijTTiT
Mvvta eTiTjF aviiii, ami Imirtli 'lourailay o.
rath iniiiiih. in Mita-mit- Hall. I.aviw
',lia. luullliiKavii, W ,M.; VViu. (jumlinr,
UlUiKKK OK IIO.SOK-LAkhnHUHK U .
No. 77, I), ol II., A. o. U. W ., Muota i ..
itilrtl Tlmriula) a ol eu'ti moliiu i ,
Hall: Mart 'ii, C. ol II. j J tlolla Aritier. I.
ol tl.i Wa Mny.lur C. ol C.s Alameda
llrowu, Kucunlrr.
i O. O. K LAKfcVlKVv"l7lM7lii ' Ni',7
O.K., int-eia avorji i-ami,lar evrnui
Fellowa Hall, at 7;.lu o'clix:, Iroiu tie n ,
ui April I, ami at a olfim a Iroiu Apri 1 .
sptriutM.-r su. I). II. Iluiula. .S. u.;
t'Uuucy, iNtcrutari
Vegetables
' nm loir ireiitv
fo furnish Ktitckuii'ii
tin lie hvrs ii nil ntlii-rn
I'itsIi I'riilt ntnl tl ri vii
Vi'K' tub It nt nil klml
rrrry il.iy In the wvrk.
iniiu:ti it y rimsi:
ttll M M I.
SjHi-lul ill tnit hut ffti til
limit tinier, w hich w ill he
.;( fn uHHtittitt Oil
lowing nrcljit of filler.
fit i ii: i t.i: six . i isi:
J. P. Duckworth
. O. U. P.-tAhtVIKW KM AliMt.vr Su i I
i. o. o, K., mevta tlio Sral ami llnrj Tiiurt I
(lay vvKlllliHaol vat:ll tnonlli I it Oi, Kvllowi '
Hail. Laatvlen. i;. p, Aillittr. c. 1'.. A. II !
lUniuivrairy, nvrllie. '
ar. DE.B.AII 1-OIM.K-LAKtVlKW LOIHiE. No
H, 1. O. O. diu in ii i-ind ami luurta
frulaya i,l facli imiinli in th( KUow Uu.i
Blanche Balitjr, N. U AiIuIh I Ih iii y V. U
Aliva duutuiif, Ireaaurot ; M. 0. Mov, Heo'y '
O a.S.OKlKNXAI. CHAITKH, NO 0, .AKT
flew, On-Koii, Meets ou Tuuailaj, on or tm
ora lull liiiKju ami two arevta tutsn-aiier. la
Saaonic liall.at 7::KioYI,,rk.
Vlaltlug liixiiitx ra an- eiirtlially Invll.-.l
UI.I.IK 11AHKIS, . M,
iPA UKBACU.Seuriitara
According to returning Alaskans, the
jov-junket of OifTord l'incbut and Sen
ator Miles Poindexter. through Alaska,
which Delegate Wickersham is person
ally conducting, is not receiving many
hearty receptions. Because of the
pernicious activity of the former chief
of the forestry service, he and his
partv are receiving a series of sunbs
and rebukes. His protestations that
he has gone North with his mind open,
are not received with much credulity.
On the other hand. Secretary Fisher.
who has just returned to Seattle Is
profuse with praise for the reception
tendered him. Alaska believes he is
going to work earnestly to remedy the
untoward conditions that have held
back developments.
PR0FK5S10NAL CARDS
A urn UK W. OKTON
Attorney-at-Law
Notary Public
All Practice Except U. a
Lund OlHce JJimlnetw.
Jy. t Couu
Attorney at Law
and Noary Public
Lke view, Orrgoi
A SNAP !
If you wiint ii mce little liuine
this Ih tin? place fur .vou.
New lliree-roniii lunins iiontly
niN'red, Lot mi, I Kurnlnliliigs, ut
ua it MtfitulH; Kuiik-e uud Cooking
Utelisila; Hit of llnvllin Chlliui
I0O Victor irai.lia.ioi,e and Ite.
eorli.; 11 x : Wilton Velvet Ittig,
good as new; AxniliilMter KugH mid
('arpei; Oak Morria Chair; I'rlnciMg
lrcs. or; Sutiitnr.r Couch ninlCui-li-Ioiih;
Spring MntiienH: 15eildlng,
Cul tniliN, rictnrea, I5iiokMiid ut lnr
tiilngH too niiliieriiiiH to Mentluii.
Also Ten ncrea of good land.
f(15 takes the n hole thing nt
once. ;. Wenleili-r, Owner.
KniUire three doors below Mr.
latclie(ler'H boiMe.
As usually treated, a Hpruined aukle
will disable a man for three or four
weeks, but by applying Chamberlain's
Lluimeot freely as hood us the injury
Ih received, uud observing, tlia direc
tion wlt.b eitcli bottlo, a, cure can I'm
efii-cte.l in from two to four duyn J'or
sale by all good dealt-nt.
Children Ory
FOR FLETCHER'S
CASTORI A
OPKICC-Dalv Bulldlnr.
J D. VENATOIt
Attorney t Law,
l-aud I altera ftperUiu
OK'lflt Pair BulldlQ
iJMABLEftluM iIacIT " "
Land and Law Ofilce
Abstractor of Titles
Ealabllnboil ISM Laaariw.or.
A LAIR THOMI'BON
Attorney at Law
Office In O. V. L.Co.' Building.
Lakevibw, Ukkooa
S. A. MUSHEN. "
Surveying and ICnglncering
City Engineer
Suite No. 1 Lakeview
Watson Ulock Oregon
J. L. LYONS, D. D. 5.
Dentist
Office In Watson's Block, Lake
view, Oregon
aat Vear'a aiparlano lu Mhhiaan.
ra.luU ml LnWaralty ol MUhlaa
Do You Know
That you t an alwsya depend on
tho nicest, freshest Brest! at tho
CITY BAKERY
and that we serve an excellent
cup of coffee with cuke rolls or
pie for urn cents.
City Bakery
Noar tho Tol phono Offico
CHICHESTER S PILLS
v 'IMK OIAIIONP UUWir -
1'III.U IU;I .,,,1 M.u .."k.)
Talia li. .Ihrr , mf ' V
10 A MM li II t N l i" i i V - . '.' ?
yauiliiwaaali. ..(.
SOLD BY tmUCfilSTS tVtVWHtRC
WATSON
J. N.
(Iti glatnr V. 8. f.auil "llli o, luwi lKud)
REAL ESTATE
LAKEVIEW .. OREIiON
!