The Pecos Enterprise and Pecos Times (Pecos, Tex.), Vol. 43, No. 21, Ed. 1 Friday, January 4, 1924 Page: 1 of 8
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Paper With a Pulling Advertising Service.
VOLUME XLIII. NUMBER 21.
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AND PECOS TIMES
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All the Authentic OIL NEWS of the Trans-Pecos Oil
PECOS, TEXAS, FRIDAY. JANUARY 4, 1924
$2.00 PER YEAR, $1.25 FOR SIX
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DOES IT PAY
TO ADVERTISE?
Hon. Henry Grady convinced a
skeptical merchant that advertising
pays and it is a good story:
Henry Grady, early in his news-
paper career at Rome, Georgia, we
believe, called on one of the local
merchants for an ad in his paper.
The merchant replied as follows:
“Grady, I would like to advertise
and help you (what many now be-
lieve, only to help the publisher, of
course) but advertising does not pay.
No one reads your paper anyway.”
Grady replied: “If you look at it
that way, it is useless to argue the
question with you,” and he went his
way.
In the next issue of Grady’s paper
appeared the following ad: “Cats
wanted! at—” giving the name of the
merchant who did not believe that
advertising paid or that few if any
read the local paper.
Soon after the paper appeared on
the street cats begtm to come in, and
soon it appeared that every boy in
town had one or more cats that he
wanted to sell and the merchant be-
came angry and asked someone how
they got the idea that he wanted to
buy cats.
“Why, we read your ad in The
News!” was the reply.
The merchant saw the point, call-
ed on Grady and said: “Grady, you
win! Advertising does pay and peo-
ple do read your paper and ads are
read by the public. Put in a good
sized ad for me,” and he handed him
the copy for one.
We suppose every country paper
has had the same experience that
Grady had, though not using cat ads
to convince skeptical business men.
We have had numerous experiences
of the kind mentioned in the Grady
trtory. A well known merchant, in
the early days of The Star, was like
Grady’s merchant, he did not believe
m advertising. After using one or
more ads, early in bis business career
he did not believe that advertising
paid.
In the course of time this merchant
moved his stock of goods across Mar-
ket street and as a matter of news this
was mentioned in The Star, and the
last line said: “This is a news item,
not an advertisement, as Mr.-
does not believe in advertising!”
Every one in the town and country
that read The Star must have read
this item, from the way they joked
the merchant about it Naturally he
got peeved and, meeting the editor
m tbs street, said:
“Mr. Gilliland,” referring to the
Mb mentioned, “when I want to ad-
▼wtme in the Star I will Jet you
know.” ^
“Thank you!” was the editor’s re-
ply, “but you do not owe me a cent
*f°r thi» ad!” and the crowd laughed.
We wait on our way and the next
and last local we gave him was when
he closed out his business and went
to another state.
Another business man, a grocery
merchant, had been running a $2-a-
month ad for about six months. In
settling up with him on a certain
|| month, we paid him in cash the
amount we owed him, which, each
month, was four or five times the
p amount of his ad. When asked about
| the change for his ad for the current
month, he remarked:
“I guess you might as weH take
my ad out of the Ster, as everybody
knows I’m here in business, and the
ad will not pay now.”
“Very well,” we replied. “People
know you are in business now, but
how long will they know it if you
qttit advertising and your competitor
keeps on advertising? Why not take
down the sign over your door, if you
Qbl said he, “I want the public
to know where I am located, and
what I have to sell.”
Dobs. It not occur to you,” we
continued, “that hundreds of people
Md the Star that do not see your
unless they come to town.”
failed to convince him and in
he sold out The profit
on one purchase was
cost, but he did not
Naturally we trad-
those who patron-
would do the
1 i
the kind, but it is not necessary. Ad-
vertising of alii kinds does pay, but
newspaper advertising pays best of
all and is the cheapest. We know
this by an experience of 37 years in
the newspaper business, not by hear-
say.
The advertising merchant will
leave his non-advertising competitor
far behind, ninety-nine times out of
a hundred. We do not have to go
out of Baird to get; proof of this.
That some good advertisers fail
we know, but in our 37 years* of
newspaper work we never heard any
merchant claim that newspaper ad-
vertising was the cause of his failure.
Our experience is that a liberal ad-
vertiser has a i‘ar better chance to
recover his business than a non-ad-
vertiser has.
We can take the deadest, dullest
business in town and pump new life
and vigor into it if the merchant will
let us write his ads and dictate the
space to be used.
Advertising does pay. No real
business man doubts this now, hut
all advertising cim do is bring custo-
mers to your place of business. You
must sell them the goods and the
treatment they gist there depends on
you, not the newspaper.
Some merchants fail, not for want
of capital, not for the want of news-
paper and other kinds of advertising;
but they lack tact itn meeting and
dealing with the public to secure and
hold new customers.
One thing we have noticed: Live
advertisers have those qualities that
make for success, while non-advertis-
ers do not. That some non-adver-
tisers do succeed in a way, we know,
hut they are the exception, not the
rule.
If all merchants of any town
should refuse to advertise no such
town could have a newspaper, and a
town of 1,000 population without a
newspaper, would be hard to find
anywhere in the United States, and
we know of many splendid ijewspr
pers published in towns of from 500
to 1,000 populatKai. You will al-
ways, find such towns growing, and
we do not recall a single exception
to this rule.
Live merchants make a live news-
paper, and those combined with
other things that make live newspa-
pers and live merchants make any
town worth a peck of ibeans grow.—
Baird Star.
HURT IN AUT3ACCIDENT
Tuesday’s El Paio Times of last
week carries the story of an automo-
bile accident Monday between Fabens
and Gint in which jtahur Hayes was
injured.
Mr. Hayes and family left Barstow
m their Bukk some time Sunday.
They spent Sunday night with the
family of his brolhei, Dennis, at
Toyah, and from tlere departed for
their home in El Faso Monday, in-
tending to reach 13 Paso before
night and spend Quistzaas Day with
friends at home, lit a point some-
where between Fabeiii and Clint their
car was struck by i Magnolia Bot-
tling Co. truck. Mi. Hayes was
canght beneath the steering wheel and
bis chest and side bruised, hut no
bones were broken. In the car with
Mr. Hayes were his wife and three
children, one a small baby. They
were not hurt Tbti car was badly
-Jified, one front wheel being tom
°f j d £e radiator *nd fenders dam-
aged. The car was towed into El
raso.
Mr. Hayes was treated by Dr. R.
J* iiamey, and on hin way to the Lee
apartro^ts on North Campbell street
lost a handbag containing valuable
papers, letters and jiersonal effects.
I he family is at Hotel Sheldon.
. ,fter *nformation from El Pqso is
to the effect that Mir. Hayes is not
™8,y “j^ed, and that aside from
one broken nb, bruist* and a general
shakeup no permanent ‘
anticipated,
injuries are
BACK TO COLLEGE
Hie following young ]>eople have
returned to college after having spent
1
CARLSBAD CAVERN
MADE A NATIONAL
MONUMENT LATELY
Carlsbad Cavern is an immense
cave in New Mexico that shows un-
usual beauty and a great variety of
natural features. It is in the eastern
foothills of the Guadalupe
tains, about 10 miles north of|the
Texas line and 22 miles southwest
of Carlsbad, the principal town* in
southeastern New Mexico.
The cavern is said to have been
discovered in 1901 by J. L. White
and Bige Long, whose attention was
drawn to it by the great numbers of
bats they saw coming out of a hole
in the side of a small valley. They
entered the hole and found a cave
containing large deposits of J>«t
guano. These deposits were worked
for several years.
Mr. White has recently explored
several miles of the chambers! of jibe
cavern. About a half a mile from
the opening from which the bats were
seen coming from the cavern becofcnes
phenomenally large and spectacular.
About 3 miles of its hallways and
chambers, including its most o
parts, were surveyed in the spring of
1923 by Robert A. Holley, of the
General Land Offkg. In September,
1923, the cavern was visited by fPil-
lis T. Lee, a geologist of the Depart-
ment of the Interior, who spent three
days in examining and photograph-
ing it. On Mr. Lee’s return from
New Mexico the'National Park Ser-
vice recommended that the cavern be
made a national monument, and a
proclamation setting it apart as rec-
ommended was issued by the Presi-
dent October 25, 1923.
Cavern Not Yet Fully Explored
No part of the cavern has yet been
thoroughly explored, but enough is
known of it to show that it will rank
high among the famous caverns of
the world. Visitors to it who say
that they are familiar with other great
cavetns assert that some of its cham-
bers surpass in size any Others yet
discovered. One room is more than
half a mile long and several hundred
feet wide, and its ceiling is so high
that torchlights failed to illuminate
it.
The floor of the cavern is 170 feet
below the entrance, which waa form-
ed by the fall of a small part of the
roof. In a distance of less than 2
miles from this point the floor des-
cends about 500 feet, yet the bottom
of the cavern lies still deeper, for
Mr. White has found,chambers and
hallways 200 feet lower. Hie depths
of the cavern therefore lie at least
a thousand feet vertically below the
entrance.
The geologic conditions in the vi-
cinity of Carlsbad Cavern are unus-
ual. The limestone in which the
cavern has been carved is about 31300
feet thick and is underlain by an
equally thick series of beds of soft
red shale and sandstone that include
thick beds of gypsum and rock salt
The occurrence of these easily sol-
uble limestone may have produced a
cavernous condition of the rocks that
will show spectacular results.
FOURTH LYCEUM NUMBER
GIVEN LAST NIGHT AT RIALTO
The fourth number of the lyceum
course was given last evening at the
Rialto Theatre by Dr. Frank Church
in a lecture on the “Call of the Flag”
or of “New* America.” It was a
masterpiece and worth the price to
«*ry citizen to have heard it. It
was filled with humor, contained
dramatic scenes, was patriotically
thrilling and fervently religious. As
a character builder, this lecture is
said to have no superior on the plat-
form today. The speaker paid a
JwauUful and just tribute to our be-
0VedJ^Ophet’ **** kero, Wood-
row Wilson.
MRS. M. A. HEDGPETH PASSES
Mr. and Mrs. T. B. Pruett were
JSSfeLSg ttS
Texas Normal; M^ LttciUe fed^h 2*^ mother
ton and Anna Boles to fort Worth, of Rev. Joe F. HedsL-tk
the Texas Woman’s College; Misses for several years pasPiraUS
Carrie Glover, Jewel Cowan and Mil- odist church in pL„
dred Carson to the State University,!
Austin; Miss Julia Magee, Keith ™ U1 WQ0
vSrcTvtefc:£st*,fct?r Jr
Moran to Dallai, the Catholic
in, George
visited him many times while he Ife
ad here and all who
t ■
... Rayner b on thr
SUPT. R. B. NORMAN
REPORTS FINE TERM
FOR PECOS SCHOOL
Since the school has just closed the
first sem ster of the school year with
examinations preceding the holidays,
it appears that this is the logical time
to make public some things pertain-
ing to the progress, or lack of pro-
gress, of the school. We believe that
the patrons should know more of the
schools than they do. And, since it
seems impossible that they can visit
the schools often, the school will
necessarily have to take the initiative
in whatever publicity its work re-
ceives. To our way of thinking the
school is on a firm basis. There ap-
pears to be harmony and efficiency
to an extent greater than we had last
year when the State supervisor com-
mended us from those qualities. We
have never had the experience of
dealing with so loyal and co-opera-
live group of students.' This is es-
pecially true of the spirit of the high
school where co-operstion is so es-
sential.
We have compiled herewith fig-
ures showing the percentage of fail-
ures in each subject from each grade
for the term just closed. We wish
to say in comment that if as high as
eighty-five per cent of a class does
creditable work it is generally con-
sid red satisfactory. It will be not-
ed that the average of the high school
classes of Pecos are much higher than
that. Even the teachers who have
taught in the school before are of
the opinion that there was more ef-
fort put forth on the part of the stu-
dents this year than in former years
for the system of grading has been
the same.
In explanation of the figures be-
low it is well to explain that the num-
ber in a class does not indicate the
number actually belonging to the
class, for a class may be composed
of students from as many as three
of the classes, namely—Freshman,
Sophomore and Junior. The fact is
that there are only five classes that
have less than twenty enrolled.
The per cent malting their credits
the last term per student per subject
is:
Freshman 96.7 per cent.
Sophomore 96.1 per cent.
Junior 96.1 per cent
Senior 97.4 per cent
Average for entire high school is
96.6 per cent
Senior Failures by Subjects
Subject No. No. No. Pet Pet
class
English 24
Physics 20
Mathematics 25
Latin 5
Spanish 8
History n 12
Civics 16
Junior Failures by Subjects
F
c
F
c
0
0
.000
0
0
0
.000
0
1
0
.040
0
0
0
.000
0
1
0
.025
0
0
0
.000
0
0
0
.000
0
English 35
Physics 14
Mathematics 33
Latin 9
Spanish 9
History 17
Civics 7
Physiogyaphy3
.028 .084
.000 .000
.030 .060
.100 .000
.100 .000
.058 .000
.000 .000
.000 .000
Average number failing per sub-
ject per student .039, or 3.9 per cent.
Sophomore Failures by Subjects
English 22 1
Mathematics 27 1 l
History 38 1 I
Spanish 8 1 (
Latin 6 0 (
Physi. 2 0 I
.045 .045
.037 .000
.026 .000
.125 .000
.000 .000
.000 .000
Freshman Failures by Subjects
English 32
History 30
Spanish 19
Latin 11
Mathematics 29
Physi. 2
.031 .000
.069 .000
.100 .050
.000 BOO
.000 .000
.000 .000
In addition to the above there were
twelve students composed of mem-
bers from all classes taking type-
writing. ’rhey all made the required
speed for credit. They are not listed
in the averages.
NEEDLE AND THREAD CLUB
Mary Kathryn Toliver was at home
to the Needle and Thread club with
a Christmas party Thursday after-
noon at three o’clock, She had a — ....... ,
Christmas tree, on which the members Hie Dall as Journal,
of the dub put their presents for
each other. Various games were
Si % \
tesl
GOLD WEATHER CAUSES DELAYS
■
AT THE BELL WELL BUT PRODUCER
IS CONFIDENTLY EXPECTED SI
Hi
OOB MAJORS HEAD-
WORD THIS MORNING
A message was received in Pecos
this morning to the effect that Bob
Majors had passed away and sum-
moning his relatives here, and At-
torney Jno. B. Howard. The party
left immediately in an automobile
for the home of deceased near Fa-
bens.
Bob moved from his river farm
above Barstow to a large alfalfa and
cotton farm he had rented near Fa-
bens the early part of last year and
made a fine crop. He is industrious
and a fine fellow and numbers his
friends in this section only by his
acquaintances, and being of a very
congenial nature, he knew almost
everybody.
Ihe news of his death came as a
shock to our people who will anx-
iously await the details of his death.
To the bereaved the Enterprise
will join a host of Reeves and Ward
county friends in extending sincere
sympathy.
MISS HAZEL SPARKS
WEDS NEW YORK MAN
Hie marriage of Miss Hazel
Sparks, daughter of Mr. and Mrs.
Ishmael Sparks, to Mr. Harold E.
Messinger, took place at the home of
the bride’s parents Saturday, Decem-
ber 219, at high noon.
The ring ceremony was performed
by Rev. C. A. Johnson. Only the
bride’s immediate family and a few
intimate friends were present After
the ceremony an elaborate luncheon
was served, folio wad by a ifeceptton
io a large number of grots, between
the hours of two and three.*
The bride wore an elegantly tailor-
ed costume with hat and accessories
to match. She carried a bouquet of
yellow Ophelia roses and lilies of the
valley.
Mr, and Mrs. Messinger left on
the afternoon train for New Orleans
from where they will sail on January
second for New York City which will
be their future home.
The romance began a number of
years ago when the bride was fin-
ishing her musical education at the
New England Conservatory of Music
in Boston, Mass. She possesses a
beautiful soprano voice, having es-
tablished for herself an enviable po-
sition both in Western and Eastern
musical circles.
Mr. Messinger is the son of Mr.
and Mrs, Walter Messinger, a well
known New England family of Cam-
bridge, Mass. He is a world war
veteran, having spent two years in
France in the infantry. He holds a
very r esponsible position with Mark
Eidlitz and Sons, contractors of New
York City.
The following clipping is from
Sunday's Dallas News:
The marriage of Miss Hazel Sparks
of Pecos, well known in Dallas
music circles as a dramatic soprano,
to Harold E. Messinger of New
>ork City, took place Saturday at
noon at the home of the bride’s par-
ents, Mr. and Mrs. I. Sparks, in Pe-
cos.
They will arrive in Dallas Sunday
morning and will leave here in the
afternoon for New Orleans, from
there going by boat to New York,
where they will make their home.
i j ,tride«roo» «* a member of
an old Aew England family, his par-
ents now living in Boston. He is
SETiS*' T- «*■
tSttfS
so was one of the soloists at First
Church of Christ, Scientist She took
die part of the French doll in ‘Tales
of Hoffman, presented last sprint
a group of Dallas singers. She
appeared an
•Basingers,
E. G.
ranch yc
Miii
a fine j
-and the
pletely
ig'IS
Development at the Bell well
been going along steadily but«
because of many lunforseen
ties that have come up.
The air compressor, used m con-
junction with the mud hog, created
a circulation that made it possible to?
Sjvab the well much more easily —
could have been done without
help of the circulation, For the last
three days the air has been ft
down the outside of the
casing and the swab lias been
on the inside. The remits leave lit-
tle doubt of the ultimate
in of the^welL The col
water pipes and steim pipes so that
full pressure could not be put on the?
work until all of tliesc
have been repaired.
Wednesday night it
three or four hours of swabbing only
was necessary to ccmplete the well
p’tcie me weufc
but Thursday morning die botier~
pump was frozen and all day Thurs-
day it was impossib le to kee
in the boiler, as a very great
of steam is used in swabbing, now—
ever, about eight o’clock Thursday*
evening the swab waa sent down fern-
tiroes in succession. Hie
ing was so good as to almost
the completion of tbe well with
little more steady swabbing. W
conditions as favorable as Dos«ihI*~
the swab broke off ed the
a new one had to be ordered. This^
will probably not n*d| here until
next Monday. In the meantime the^
old swab is being fished for and IF'
recovered, work will be resumed otx
the swabbmg.
Tbe water km an »«ea*-
ed amount of both gai and oil as the-
swab goes down and we are
ing that by next week’s if one a
well will he a prodmat.
DE RACY-JOliNSON
|Tobe DeRacy ami Miss___
Johnson were quietly married Satur-
day evening at the IhJUey boom ha
Pecos in the presence of a few inti*-
mate friends. The Rev. C. A. John-
son officiated. Tobe is the son of
Mr. and Mrs. John DeRacy.
bom and reared in
friends are legion. He is
unassuming and altogether a
emplary young man. He
ed with Mr. W.
market business.
Mrs. DeRacy is the di
Mr. and Mrs. H. W. Jt
ote, highly respected <:
country. Both Mr. 4f
Racy obtained their edi
Pecos schools,
of the teachers
this year. The Eitni
their many other frieni
for them unalloyed
prosperity.
KINGSTON-^ OSS
On Tuesday afternoon of__
week Duncan Kingston rod Miss Cor-
delia Goss, both of Toyafavale, were
united in marriage at the Methodist:
parsonage in Pecos, die llev. L L*
Thurston, pastor, pelf
ceremony in the preseii
friends. . ^
Duncan is the youngest ik
and Mrs. W. L. Kingston,
of the oldest families in point
residence in this section of die
try. Duncan is a fine type of ,
manhood and a typical cowboy
is industrious, energetic and a
business young m*n. ..it ^
The writer is not acquainted
the bride, but she is or me of
best families in dial section
doubtless is one of the i
ladies in that section of
and will make a fme i
this splendid young man.
The Enterprise,
couple a long,'
_ ,r
Miss Warn,
with a bunk
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Hibdon, John. The Pecos Enterprise and Pecos Times (Pecos, Tex.), Vol. 43, No. 21, Ed. 1 Friday, January 4, 1924, newspaper, January 4, 1924; Pecos, Texas. (https://texashistory.unt.edu/ark:/67531/metapth801108/m1/1/: accessed July 18, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; .