The Texas Mesquiter. (Mesquite, Tex.), Vol. 29, No. 40, Ed. 1 Friday, April 7, 1911 Page: 2 of 10
This newspaper is part of the collection entitled: Texas Digital Newspaper Program and was provided to The Portal to Texas History by the Mesquite Public Library.
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THTKXAS MESQU1TER
JOHN E. DAVIS, Editor and Proprleior
MES QUITE,
TEXAS
When the bee-hive ia ready there
■will be plenty of beea to make honey.
Edison has Just lost a 35-year-old
suit It ought to be out of style by
this time, anyhow.
The Czar of Russia has bought a
newspaper. Now, he'll get acquainted
with some real troubles.
It Is possible to buy a cement bouse
with a roof garden for $2,500. Wo sup-
pose the cellar would be extra.
1 The Elberta peach crop and the Al-
berta wheat crop are friendly rivals,
And both are full of promise this year.
Germany has ordered another Zeppe-
lin airship. Germany must have de-
cided to keep on trying until she gets
a good one.
There is no use In fighting the in-
evitable. A prominent college 1b add-
ing to Its courses one to teach men
how to cook.
Milliners tell us that small bats will
be the fashion thlB year, but it is not
likely that the prices will be any small-
er than usual.
Now that Dr. Wiley has taken unto
himself a wife we are curious to know
whether she can make the pies that
mother used to make.
No divorced woman or actress who
has married a peer will be presented
at the English court This is very
hard on the actresses.
A woman of 84, living on Long Is-
land, saws her own wood. And no
body rebukes her for entrenching on
man's sphere of activities.
Vassar college has celebrated her
fiftieth birthday, and has silenced all
cynical critics by not claiming to be
a day younger than she really is.
Pittsburg woman wants a divorce
because her husband treats her sister
too affectionately. Yes, younger sIb-
ter; why ask superflous Questions?
Hopkins professors have discovered
that water Is a valuable anesthetic.
Before long someone may prove that
It is equally good for drinking pur-
poses.
Two French vaudeville critics re-
cently fought a dueL They should
have stuck to the pen, which in the-
ory at least is considered mightier,
anyhow.
A prominent railroad man says that
Europe leads the United States In the
cumber of railroad wrecks. She's
welcome to the prize for this line of
endeavor.
The report that a German plumber
has been raised to the PruBBlan nobil-
ity by the kaiser leads us to believe
that some foreign correspondent has
been hitting the pipe.
"Girl students are smarter than
men" opines the president of Vassar
college. But men made better foot-
ball players, and what is a college
without a football team?
The Marys of England are combin-
ing for the purpose of buying Queen
Mary a coronation gift The Queen
stands a chance to get a manicure
set or a photograph album.
, I read In the papers the other day
of a man who got a divorce becauae
the woman he married was a pick-
pocket It seems to me that is es-
tablishing something of a precedent
[What wife isn't?
A chicken in Ohio has swallowed a
1)200 diamond ring and its owner re-
fuses to have the culprit killed. The
only way out of it Is to cet the chick-
en In a ring and wear it
• A Chicago lady wants a divorce be-
cause her husband shut oft her charge
account at the department stores. It
probably comes under the head of
cruel and inhuman treatment *
An Evansville, Ind., widow has Just
annexed her ninth husband. Massa-
chusetts spinsters may be informed, if
they wish to have particulars, that she
Is 70 years of age—find wealthy.
> 'A fat men's club in New England
has discovered that few fat men are
Criminals, and that most good-hearted
and right-minded men tend to take
on flesh, for they are naturally men
of Btout hearts.
..i .A St Louis woman left instructions
in her will that her dog'should "be shot,
and buried after her death. Thus do
we gradually climb up from the days
■tv-hen men caused their wives to be
burled with them.
Advertising
Talks
< A minister in Washington state
roused the feminine population by
t'aJHng that women are worse liars
Jh.iui men. Me has no exceptions,
iltj<!e the protests began to come in.
{bat they are going to lie like ladles
tu expressing their opinion of him.
ADVERTISING A PROTECTION
Manufacturers Saved from Unscrupu-
lous Firms That Seek to Under-
sell Their Goods.
ammmmmm I
Every once in a while there cornea j
on the market an article similar to
those sold under well known brands
and the people are told that it is "Just
the same" but is sold at a lower price
because "no money 1b wasted In ex-
pensive advertising."
Now, whether thiB is so or not de-
pends upon the quality of the goods
offered in both cases and the prices
charged. But certain it 1b that adver-
tising brands and labels have a value
to the consumer that 1b worth all it
adds to the price, which 1b very little.
In the first place the well advertised
brands of food products, are the well
favored brands. Could this be so If
there was not virtue behind the ad-
vertising? Would the public buy and
buy again if there was not something
in the goods that gave them confi-
dence?
By advertising the manufacturer haa
brought his goods to the attention of
the reader. By excellence of goods he
has held that attention. Behind that
advertising Is the reputation and the
profits of the manufacturer. To hold
the trade his advertising has brought
him, he must furnish good3 of a
quality that will continue to please. He
cannot afford to let his goods run
down. 8o his customers come to know
that his brands mean something to
them. They know that any article
well advertised by a reliable firm, an
article on which a firm is willing to
pend large sums for advertising, muBt
have virtue or the maker could not
hope to get his money back. And the
confidence they feel In the goods, the
fact that they can without misgivings,
accept and take Into their homes such
goods has a value to them even where
they are sold at a slightly higher price
than the unbranded goods upon which
nothing has been spent to give them
confidence.
If the sum spent for advertising such
goods was stripped from the cost of
marketing in order to reduce the
price, the reduction per package would
be so low it could not be counted and
what is more important, there would
be stripped from the consumer tbe
confidence and the publicity that is
his protection.
♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦<
Advertising Is the modern cre-
ative force. It Is the flowering
of Industrial evolution. Its basic
principle Is frankness, sincerity. J
It treats great and small alike. T
♦ It has no preferences or preju- ♦
X dices. £
♦ ♦♦♦♦♦♦♦♦♦♦♦• ♦♦♦♦♦♦♦♦♦♦♦<?>£
Advertising.
Many farmers do not pay much at-
tention to the principles of advertis-
ing, but they ought to. Suppose they
have a dirty, slovenly barnyard with
a lot of poor, miserable looking cows
standing knee deep in manure. How
does that advertise the owner?
Suppose they have a lot of scrubby,
all of sorts looking cows. What sort
of an advertisement is that for the
brain and spirit of the owner?
Suppose he had a cheap, slab-sided,
grade,bull, bought cheap, is cheap and
his get is cheap. How does such an
animal advertise the class his owner
belongs In?
Suppose a farmer has no care or
pride as to his standing among men;
cares nothing for the neat and tidy ap-
pearance of his premises, his house,
his live stock, and his fields? What
sort of an advertisement is all that for
him?
He may never think of it, but he Is
certainly paying a big price for his ad-
vertising and greatly to his hurt
We can't escape the effect of adver-
tising, and whether good or bad, It
must be paid for.
After all, ttye good advertising is
much the cheapest
The Power of Advertising.
Advertising is true pioneering. It is
the great creator of new business, the
great expander of old. The typical
trust waits for some one else to create
a new demand, to open a new market
and then It comes along with "some-
thing just as good." Advertising is
today the mainstay of independent
business; It is the bulwork of little
business against big business; it is
the one open path straight to the coi-
sumer; It is the small man's chance
to win on the sheer merit of his goods
and the brains that he puts into push-
ing them, against the brute strength
of the most powerful trust
A Massachusetts alienist says that
Everyone sometime in,life Is on the
verge of insanity. Tho smart ones
are thoso who manage to make this pe-
riod connect with crime, bo as to get
Ithe benefit of the latter with the for-
mer as an excuse.
Economy of Advertising.
If a man can manufacture a million
things and sell them, he can afford to
sell them more cheaply than if he
makes and sells only a thousand.
A man who advertises a business
properly Is a distributer and helps to
economize money for the people.
In addition to that, the man who
establishes a firm advertising repu-
tation establishes a guarantee of qual-
ity.—Arthur Brisbane.
The Advertiser's Creed.
I believe in publicity and In
every legitimate method of
catching the eye and reaching
the ear of any possible customer.
I believe that repetition must
result In emphasis, that emphae-
is must In time attract attention,
that attention must create inter-
est, that interest must yield or-
ders.
I believe that the way to sell
goods Is to advertise them, to
tell people about them continu-
ally, to talk straight and to talk
honest.
I believe that the market is as
big as the world, that a slice of
It belongs to me, that my goods
are worthy of it and that I am
going to get It
SAYS ADS MUST TELL TRUTH
The Most Fundamental Requisite for
Success, Declares 3. S. Dobbs—Great
Advancement In the Science.
The fundamental requisite for suc-
cessful advertising is truth.
Any business that deserves to suc-
ceed will succeed most rapidly with
proper advertising.
Proper advertising reduces the cost
of doing, thus benefiting the consum-
er by reducing prices.
Advertising is the most economic
form of salesmanship.
The advertising columns of news-
papers and other publications should
be even more carefully edited than
the reading matter.
Samuel S. Dobbs, president of the
Associated Advertising Clubs of Amer-
ica, delivered an address to Denver
business men on the subject of "The
Creative Force in Advertising," under
the auspices of the local Adscript club
recently.
He made a plea for more advertis-
ing, better advertising and truthful
advertising. He declared that careful
advertising, whose volume always
keeps pace with the growth of the
business advertised, Is the only man-
ner of reaching customers of all
classes at the smallest possible ex-
pense.
"No department of commercial en-
deavor, not excepting electrical en-
gineering, has shown more advance-
ment in the last ten years than ad-
vertising," he declared. "It has joined
hands with science as one of the bene-
factors of the human race, and where
science leaves off publicity takes up
the burden and tells the world what
these cloistered students have accom-
plished, making the luxuries and play-
things of yesterday the necessities of
today.
"But advertising, in itself, does not
pay. There must be back of all ad-
vertising quality of product the abil-
ity to minister to a human want, im-
aginary or real, and a sales organiza-
tion and something tangible upon
which to build, for all the good ad-
vertising in the world will not suc-
ceed unless properly backed by effi-
cient service."
CHRIST AS AN ADVERTISER
Appreciated Power of Publicity and
Was His Own Manager, Says
Rev. C. F. Relsner.
"If Christ were on earth today I
do not doubt he would make use of
our modern means of advertising. He
would use displays In the newspapers,
window signs and hand bills," said
Rev. Christian F. Relsner, pastor of
Grace Methodist Episcopal church.
New York, In an address before the
West Side Y. M. C. A. at Chicago on
the topic "Why Advertise Religion?"
He said in part:
"Jesus Christ waB one of the ablest
advertising men that ever lived. He
was his oifrn publicity manager, and
did not need the services of a hired
press agent. He appreciated the
power of publicity and used it, and
consequently was the most-talked-of
man In his day. His ministry on
earth was very brief, but by his
unique method of advertising he
brought out great multitudes to hear
his message. And there were no
printing presses In those days to
help him. News traveled from mouth
to mouth, but in spite of this handi-
cap he attracted attention, and so
many heard of him and his works
that he always had a congregation."
Quitting Non-Profitable Plan.
In traveling through the country
one cannot but notice that signs, bill-
boards and other similar advertising
is not nearly so popular at It was
some years ago. At one time, to the
great disfigurement of this landscape,
nearly every conspicuous spot bore an
advertisement extolling the virtue of
sortebody'B goods. It 1b not so .now.
It has been abandoned, not for senti-
mental reasons, for business pays lit-
tie regard to sentiment, but because
experience proved that that kind of
advertising did not pay. Of all the
many kinds of advertising to which
business men resort for the exploit-
ing pf their trade It haB been con-
clusively proven to the satisfaction
of the great majority that the kind
which pays best In bringing Immedi-
ately profitable and permanent re-
turns Is that which appears in the
columns of a newspaper. True as
this Is of all kinds of business It Is
particularly true of the retail mer-
chant who caters to the wants and
needs of the people of bis own com-
munity. The reasons why this Is ao
are apparent, not only to every wide-
awake business man, but to the mem-
bers of every home Into whloh the pa-
per goos, to be diligently read from
beginning to end.
Hats, Soft and Small
also they weigh almost nothing and
are comfortable.
The black bat Is made of a very
soft silk fiber braid, with a large or-
nament made of a similar braid In
king's blue. Two quill rlbB are
mounted In this ornament at the
left side. They are smart, but not
jaunty like quills, and are therefore
suited to older women. The hat Is
bound with velvet about the face.
The second hat Is made of silk
braid In two colors. The crown Is
In champagne color and the brim In
black. It Is finished with a piping
of satin about the face and satin
buttons. The very clever draping
I
V
By JULIA BOTTOMLEY.
TWO beautiful braid hats are shown
here which will please the gentle
lady who Is looking for elegance and
beauty and comfort all In one chapeap.
One of them Is a wireless turban,
that Is, made without a frame, and
tho other has a very light wire frame
ao flne that It Is almost flexible. Natur-
ally such* hats shape themselves to
the wearer's head and are becoming;
COMFORT IN COOL WEATHER
Coat In Material of Olive Green Cloth
That Little Maid Will
Appreciate.
Olive green cloth 1b used for this
useful little coat, which Is double-
breasted and has the right front cut
In a point, where fastening comes; a
wide braid edges the fronts, also the
turn-down collar; wider still forms the
pocket flaps and cuffs.
Hat of beaver with a silk crown
and rosette of ribbon at the side.
Materials required: 2 yards 48
of the braid crown and brim cover-
ing makes a sufficient trimming.
A word to the wearer of the tur-
ban as to the coiffulre. A little fringe
of hair must show about the face, and
a few puffs and curls are as essential
to the little hat as to the big one; In
fact more so, because a big hat ob-
scures the hair while a little one rests
on It Provide the correct coiffulre
before selecting your turban.
LOOKS WELL ON DESK
inches wide, 1% yards braid, 2 yards
sateen for lining.
The bodice is made with one tuck
at each Bide, and has a plastron laid
on front piped at the edge and
trimmed with buttons at the upper
part.
Material forms the oversleeve, also
part of \inder; lace undersleeves are
taken to the wrist; a lace collar fin-
ishes the neck; satin Is used for tbe
waist-band.
Material required: 5 yards 48
Inches wide, % yard satin, % yard
lace, 1 dozen buttons.
New Shades In Pink.
From rose petal down to glowing
cerise and coral and peach,tones the
manufacturers have brought out ir-
resistible pink shades which no wom-
an could possibly resist
With the advent of the new "Helen
pink" also there will be a great de-
mand for this color, since it Is pre-
dicted that It will be as popular as
I "Alice blue."
Cretonne Writing a Gift Which
Will Be Pleasing to
Any Girl.
For the maid who loves white
enameled furniture and dimity cur-
tains and dresden china toilet articles
nothing could be ftiore charming than
a cretonne-covered writing set for tho
boudoir desk. It is especially approp-.
riate in a simple rosebud design for a
young girl. |
First there Is the big blotter, the
foundation cut out of heavy cardboard
after a leather model and the cre-
tonne carefully pasted on, with tiny
stitches to round tho corners proper-
ly. A narrow gimp edging may be
used If desired, but if you can do the
work neatly enough it Is really pret-
tier without.
Next In order Is the set of note-
books, ranging from the big dairy to
the little address book, and each neat-
ly bound. Here the gilt or green gimp
is more in order, but you may Bult
your own tastes.about that.
Calendar (the cards for the perpet-
ual variety may be bought, with a
light, cheap frame, at any stationer's)
and picture frames belong together;
and after them come the little boxes
for pen points, elastics, etc. These
may be merely little jewelry boxes
lined with silk or velvet or, better,
gray chamois.
There are three articles which
must not be included In this set
These are the Ink well and the pen
tray, because of the danger of stain-
ing them, and the candlesticks, be-
cause of that of fire. But if you wish
your set to be complete, you can get
these In dresden china, with a little
clock to match, In a design closely
approximating that of the cretonne.
Perhaps It would bo better to buy the
china first and match the cretonne
from It.
All sorts of smaller articles, such
as little blotters, penwiper, paper-
cutter, etc., may be covered with the
pretty fabric. Of course, brocaded
silk may be used instead, If you de-
sire to make the set a more expen-
sive one.
And, by the way, give a piece of
tho plain fabric with your present, or
get It extra if you are making the set
for yourself. For accidents will hap-
pen, and first aid Is a useful thing to
have at hand.
Bridesmaids All Abloom,
Seven bridesmaids at a recent fash-
ionable wedding walked in single file
up the aisle of the church. All wore
gowns of cream messallne over rain-
bow silk. Their short lace veils were
caught with half wreathB of flowers.
One wore moss rosebuds In hor hair
and carried a muff of the same blos-
soms. Next came a girl decked with
sweet peas. Violets, yellow and
brown nasturtums, clematis. Meteor
roses and orchids also bloomed In the
piquant decoration of the bride's at«
tendants. \ '
$3.50 RECIPE CURES
WEAK KIDNEYS, FREE
RELIEVES URINARY AND KIDNEY
TROUBLES, BACKACHE, STRAIN-^/
ING, SWELLING, ETC. /
8tops Pain In the Bladder, Kidneys
and Back.
Wouldn't It be nice within a week or so
to begin to say goodbye forever to the
scalding, dribbling, straining, or too fre-
quent passage of urine; the forehead and
the back-of-the-head aches; the stitches
and pains in the back; the growing mus-
cle weakness; spots before the eyes; yel-
low skin; sluggish bowels; swollen eye-,
lids or ankles; leg cramps; unnatural
short breath; sleeplessness and the de-
spondency?
I have a recipe for these troubles that
you can depend on, and If you want to
make a QUICK RECOVERY, you ought
to write and get a copy of It. Many a
doctor would charge you (3.50 Just for
writing this prescription, but I have It
and will be glad to send It to you entire-
ly free. Just drop me a Una like this*
Dr. A. E. Robinson, K-263 Luck Building,
Detroit, Mich., and I will send It by re-
turn mall In a plain envelope. As you will
see when you get it this recipe contains
only pure, harmless remedies, but It haa
great healing and pain-conquering power.
It will quickly show its power once you
use it, so I think you had better see what
It is without delay. I will send you a
copy free—you can use it and cure your«
■elf at home.
PA'S ANSWER.
Q— <
"What is an Indeterminate sentence^
pa?"
"Matrimony, my Bon."
SCALES ALL OVER HER BODY
"About three years ago I waa af-
fected by white scales on my knees
and elbowB. I consulted a doctor who
treated me for ringworm. I Baw no
change and consulted a specialist and
he claimed I had psoriasis. I contin-
ued treatments under him for about
six months until I saw scales tfreakr
lng out all over my body save my
face. My scalp was affected, and my
hair began to fall. I then changed
doctors to no avail. I went to two
hospitals and each wanted to make a
study of tho case and seemed unable
to cure It or assure me of a cure. I
tried several patent medicines and
was finally advised by. a friend who
has used Cuticura on her children
slnco their birth, to purchase tho
Cuticura Remedies. I purchased a
cake of Soap, the Ointment and the
Resolvent After the first application
the itching was allayed.
"I am still using the Soap and Oint-
ment and now feel that nono other la
good enough for my skin. The psor-
iasis has disappeared and I every-
where feel better. My hands were so
disfigured before using the Cuticura
Remedies that I had to wear gloves all
tho time. Now my body and hands
are looking flne." (Signed) Miss Sara
Burnett, 2135 Fltzwater St, Philadel*
phla, Pa., Sept 30, 1910.
Cuticura Soap (25c) and Cuticura
Ointment (50c) are sold throughout
tho world. Send to Potter Drug &
Chem. Corp., sole props., 135 Colum-
bus Ave., Boston, for free book on af-
fections of the skin and scalp.
Preponderance of Evidence.
"Sorry," said the constable, "but
I'll have to arrest ye—you been
drlvln' along at the rate of 50 miles
an hour."
"You are wrong, my friend." Bald
the driver. "I wasn't, and here's a
ten-dollar bill that says I wasn't."
"All right," returned tho constable,
pocketing the money. "With 11 to one
against me I ain't goln' to subject
the county to th' expense of a trial."
—Harper's Weekly.
Ware's Black Powder
And Ware's Baby Powder will cure when
other remedies fail, because they are dif
ferent. For Stomach and bowels only.
Ware Black Powder Company, Dallas, Tex.
Men astonish themselves far more
than they aBtonish their friends.-—
John Oliver Hobbes.
Better general health Is sure to follow
the use of tho natural Herb laxative, Oar-
field Tea. It corrects constipation.
Some sermons come near being dem-
onstrations of eternal punishment.
f
►
Spring Humors
Come to most -people and cause many
troubles,—pimples, boils and other erup ■
tions, besides loss of appetite, that tired IP
fooling, biliousness, indigestion and head- |
sche. L
The sooner you get rid of them the bet- 1
tor, and the way to get rid of them and 1
to build up the system is to take
Hood's Sarsaparilla '1
The Spring Medicine par excellence a*V / f
shown by unequaled, radical and perma*
nent ouros.
Get It today In usual liquid form IE
chocolated tablets called 8arsotabe.
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Davis, John E. The Texas Mesquiter. (Mesquite, Tex.), Vol. 29, No. 40, Ed. 1 Friday, April 7, 1911, newspaper, April 7, 1911; Mesquite, Texas. (https://texashistory.unt.edu/ark:/67531/metapth400587/m1/2/?q=%22%22~1: accessed July 17, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; crediting Mesquite Public Library.