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HomeMy WebLinkAboutThe Signal, 1923-10-4, Page 22—Thursday. October 4th, 1923 THE SIGN — GOHERICH, ONT. ES4ABLiSHED 1548 OODBR1CII CANADA Masher of Canadian Weekly News- paper A•sotlation Published every Thursday morning. Subscription price S'1.00 per year. To limited States and Forelgn Countries. 39.50 per year, strictly in advance. THE SIGNAL PRINTING CO., LTD. Teiephsae 33 :: Godertch, Ont. ARblIlicQuarrie, Managing -Editor Thursday, October 4th. 1923 EDITORLL NOTES October. , • • • "The little Welshman" will be the big lion in ('*nada next week. • • • The Toronto pollee force might learn to sing: "Yes. we have no bandits to- day • • • The next public holiday will be November 12th, Thanksgiving and Armistice Day • • • . Huron's reputation for got..1 roads will suffer if something is not dote soon to those washboard stretches on the hayfield road and the Lake road north of town. tested the 4'hamberlaln campaign Now Mr. Aequlth is again tommeue•1ng a platform campaign for the vindi- cation of free trade. and Neville Chamberlain. a own of Joseph, teats But Jv.eph i'hateb-Ha1a was a smarter eau than any of eta sons. and Neville le not the cleverest of the SUDS; Su there la a chance for Mr. Asquith yet. • • • Premier King Is away to the Im- perial conference, *tad journalistic erltles are determined to catch him go- ing or tooting, or both ways If they can. He le warned against the blan- dishments of the dukes and decheaies -.oratanian,' the duchesses—of the hie perlallstic coterie at London, and al- um/ft the next breath of air (journal- istk bot girt conveys the caution that If he doer not fall, In w(th'fhe %deper' of the Imperialist propagandist he. will be dubbed a traitor to the Empire when he returns 10 els Canadian home. Some people In Otte country want him to Urge a policy of Imperial preference, but 1f he con...eutel to hive what the Old Country wants In the way of Imperial pn•tere,pce the+% peo- ple wooed be the first to object. Mr. Kite( is In a position of diftkulty and resp►psibllity.• but he probably know* pretty well the mind of the people of Canada with retard to these affair% and doubtteal. like Sir Wilfrid Laurier. Stir Robert Borden and Yr. Metghen. tie will represent this country with dignity nod ability. • • • The Globe any the surplus water In the Niagara River not required for parposee of navigation is the property of the people of 1 lutario. We thought k belonged to Beck. Ealy & Co. • • • 4Wasn't it the Canadian High (toul- mtseloner at London who was asking for maple leaves a while ago? Weil, be can have all be wauts now, in a , woudPrful range of coloring. if he wilt pay the freight. • • • The New York (theme is that rouge 64 not to be worn this fall. hut maiden fates are to ise pale. We horse that Goderich's pretty girls will continue to get their complexions from nature, rather than from the flour barrel. • • • A ('hie -ago man In prison for obteln- - log money by fraudulent meso. tum Lad a quarter of a million lett him by a.dee8set aunt. lie cannot get hia money until 114. completes hIs sen• tense, anti so will have time to reflect upon the folly of haste. • • • A university profle.or at Washing- ton advlses him male students against writing poems to young :adios. The advlee 1a almost superfluous. Any lelModer 'tag man is well aware that '. a tae .e automobile born is more -effeetu.e than the most erudite , or - romantic literary composition. • • • — !Wailer rohiamea, when epasultteeed regarding the prospecte of action In connection with the Ontario Temper- ance AM, replied: "it's a matter of psychology." Psychology—that's a nice big worst; but It doesn't relieve the thirst of the rhaps_tInuexpected Ila to have their grog a• soon as the June '_ election was oter.> The atrtke of the .Nee York press- men had a remarkable effete in dem- Onetrating the value of newspaper ad- verNting. The hag stores bad a dull time during the period the newspapers were unable to appear. Without Ohe usual advertising iu gold,• them in their shopping. the, people, women es- pecially. quit Stopping Advertising. too, beet.tei dire/Cling shoppers where to buy. sttthi1 feg.tite d.velre Whey. much as a well -set tattle excites the. • appetite. _ Il� • • • Twenty years ego, when the Joseph Chamberlain was preae Ing protection under cover of d •rlal preference. It was Mr. A*qu Who took the platform as the eh expon- :,. �Ift_..ifri'tg--irfa�-Drkncdpl I I I e J tend de - jl Asti Your GREEN TEAS If you elnitjor green tea you will be setae. fled with no other bleated. — Try it todst r. Viyella Flannele The standard of excellence for every kind of wear. Dresses, Waists, Skirts. Unshrinkable Mauves, sand, blues, rose, grey, white. Special, per yard 1.35 i. -,, ;rritut, EtxJl Grey Blankets tnsa,fli2:(t li:a --A 100 pairs pure all wool, largest double bed sine, weight about 81bs. Fancy borders, whipped singly. Worth $9.00, at per pair.. $6.50 W. ACHESON & gON • • • The (Tinton News-lteeord seems to think that Goderlch has no right to oompldlo of Increased Hydro rharpes me long as 'Clinton talcs what it gets without protest. If Clinton 1. sati.Mted- wlth the crumbs that fall tram the Hydro table. with a kick thrown iu uuese iu a while. that is no reason why Goeterleh should not awtert It.. claim to sit In at the table and have as good a meal as other towns are enjoying. The recent lucreeve of chargee may be justified by the Hydro method of fix - Ing rates. but The Signal claims that the rates are fixed upon -a wrong IMAs. If ('tlntun and some other towns similarly .situated had news- papers that. unlike The News-R.rord, had the spunk to protest against Hy- dro unfairness, there would be a bet- ter prospect of eeeuring pi/dice. (lin• ton has lost a tenth of its population In the last decade. and the town might die In Its bed without The News -Rec- ord's stirring., itself to find out what was the matter. '-noderi('h haw Tort population In the same period. bu: The Signal is putting up a IIet abort It hod Intend. to keep on kicking. and even may may harsh thing.. 1? nree- *ary Duce Irl a while., about the great men down at Toronto whew The News- Reeord appear/. to consider beyond re- proach or protest. CONTEMPORARY OPINION; The Heat of Its diad (1 rrll l la Packet 1, the estate of Harper i)an . Duo- ville. Illinole deceseed. has paid the Chicago and Eastern illinots Railroad Cowpony 31.000 damages for injury to Ite property when it northbound pas- wenger train attuek Daniel'% automo- bile near Rismarck. n June It, 1916, kiting Daniels _Wrecking the train. The widow- of the engineer, Charlet! Everha who died from scalds re•••ived I the wreck. itecured judgment against the Da:Melte Patate for $2.,(M), which was paid abort five years ago. The suit of the railroad company against the estate wax Com- promised In June last. Tett le said to have been the first Suit of the kind ever Instituted by a railroad company. Cutting Into Store Bualaeee. (London Advert t.eri• of nous church efptafT — s indicatethat many of them are sparing formates of work, bazaars. etc.. in order to raise money for vari- ous church purposes. All these maim are pleased for late fall or early win- ter in the knowledge that many peo- ple will be arranging for ('hrastnuas gifts at that time. and will make Rome of their purchases from the ealee The Wtores that stay In buaness 12 months In the year to give continuous shop- ping s•rvke -to the tItt,ena are like - Witte depending on extra buslness at this same time to balance up against ens, of the ban months of the year. They are ernItletl to conalderatlon, and 1t might be well for the church organ- izations to give the matter a little seders and eonsidersee thought. The Place For Foreign Ortolan. (Rtratfnre Renton -Herald 1. The Guelph Mercury says that elty has been envered with circulars call- ing attention to the great profits to be made by buying Austrian honcho of the type lowed by cities. They are not giiarantee1 by the Anttrlan Government. It indeed that wnnld make them any better. This Austrian "chance- knee 00 to show how for 339 in Canadian money one can get a million Austrian kronen. Of eourae the Canadian In- vestor IR to put this hit of paper .F57 patil..the Austrian kronen. re- turn. to normal. At that time h" will go out and collect 3200,000 from the original planting of $89. Thus will * gond Canadian have done hie full duty In restoring the world to fair and workable ha.l. The NO part IN that there mn.t be a number of people gullible enough to buy these alleged maturities. nth - smile there weld Dot be this hi- termittent deluge of ,cltetuara solicit- HOW ADVERTISING tug the huelne•a The Mercury suggests that the pee• j ing-PS CONSUMER le ask their bankers about the pro - P poral. It le hardly aereamery. If a man would Klt mi hes own doorstep for a few minutes wame evening and think for himself. he would lift the lid of the garbage can and put the circular of the company where It be- longs. Why So Few winners viea (London Adyerteser I . It is rather significant. on looking through the lits of prise winners at many of the fall fairs In title dlstriet. that some r1atllsa appear s••or's of times!. In one 1Ivtance In the whole domes - tie manufeofure and Indite. fancy work (-lessen only five names appear a* w.(unine prises, and seemingly they came up for first. second and third in fairly monotonous rotation. The pap- er publtahhrg the list takes. a column and a half In these nausea and only gee wimps appear. The th1iR books fish.. for In the dh.trier there must Is. other women wbo are handy with the worth.. It may Ile that many of them realize that it is uo use for totem to go in endcompete with thee,- profeaslottel exhibitors with their well detorted stock. •t • Our i)eparting Foredo. 1 4norm-1 1VUm,.a ). Mr. Frank k Itarnjum. the enthusias- t 1.- ebampion of our Canadian for- ests. Issues the followin "warning' to Canadian consumers paper: Un- less imuted iate and d sttc met Mures are taken to stop the export of raw wcwi1 and losses from orext fires, 1'au- adieu newspapers ill be importing high-priced newwpr t from the United States wlthlu five ears. American Pa- per Companies a e closing down prae- kleally ad eutt opfatioas In their own coaary, ad are quickly trans- ferring operations to the Canadian el e, a as to mire their own supply a thereby pat t'enadtan business -as--speedily as exporia of raw ...rod hum havlog already t,wr'osed 134 June. as per Guver:ement rt► Mr. Barujum has also a _ellplrot the alarmist campaign of the with 1114+ very substantlal ole- o( /lamer. He short••Ite tbe poaalble, Canada p.c. {wort. In t ktap•r"r's period of Canada'. doom from twenty-five yearn to ten What awry_ directly .'arms him. however. *not the exluustlon of the ferrate wo mesh as the extort of willows:AA, whir, If retained to the entry would produce a hundred toss of n ewsprlat daily and "mplov eleven thousand op.-ratives earning fifteen million dollars a year. and prodae•ing paper worth n hundred millions What we (hid 0? sulwerlativp'int,o st to Can- ada 1• not who ti -t••• up the timber, but how shall rho forests lw saved? The lueren,tel rate at which they are being drawn upon 1$ illtteLsated - in i etartltag manner by the trade figure of tbe Js.t four inontli,. josh Issued. The eeport* of wooer and paper pru- th e'ta were valued at ninety million dollars against sixty-six million dur- ing the same period last year, which was a atmilnr advance on previous year.. This, added to the unusual de- pletion by are during ler same period. la well cak'ulated to alarm. Our for- eatt are one of our greatest sources of wealth. and, more than Viet. their continuance 1a potential to the well- being of our climate, to the stabiliza- tion of our water powers end the steady navigation of trier rivers. Should even the St. Lawrence iwr•ome more variable than it 1r', there would may - hap be other seasons than the wink, r when it would be precticaliy elo.ed to first claws ves.ela. Melted Price of An Artkle Less By Redaelag Cost •f Distribution An Interesting arth'le vonduttting the notion held by some people that advertising Is a waste of money for which the consumer tats to P57 iu the increased Croat of the product he buys, appeared in 1t recent issue of Vollker's Weekly. The writer, Scam moo leoekwond. quotes numerous examples to trove his argument that while advertising- uugnestium ably doe% add a email amount to the bare cost of manufacture. it actually I makes poodles. a lower price to the consumer by greatly re/hieing 111e coat of distribution. After a brief in- trodnctton, Mr. Lockwood writes: "Let urs eonalder what I regard MK I n typical Jnstauee of the way adrer- tisiug operates. 111 P19t4 a Well- known cont'rn began making son- net soup. in that year its elpue. for salesmen. said the president of the rowpauy to a recent interview, was 7',4 per cent., and. its ndverttsing was 14 per trent., a total distributing expense of 21% per cent The adver- tising has been steadily increased each ,year. Teo -(day c1he expense of the company for waleRmeu id 2 per eeit.. instead of 7% Iwr (tent.. and" the expense for advertletne'ahout 3 per eent.. Instead of 14 per event.. 'laking a total distributing ••xlwu„P of 5 per ,mint. Here I. it cut in dis- tributing eu.t ratios of oyer 73 per tent.. and that during a period• in which all costs have in any other period knowledge. ."Note that I say distributing tests. risen faster than d which w'e have this is a rot In I say that be- canme meat authorities now regard advertising as a hart of the rust of distributing a product. 1t may be tnle that it has no effect o,, quality, int there are many other mate enter- people, in a1 ing into the (Retribution of a product found *nyoi which. of court.. have no effect on its the matter quatlty." do that. N thank It could curve the .vat of the advertising. This was the 1'earline l'uwila�ilY- lthortly after Jswes Pyle. the originator of Pearllpe, dltd. the people lu charge thought that the product want so well ottabllshed that they need tee longer do any advertis- ing. They were at that time 'spend- ing about a half million dollars e year on advertlsa g. and the annual profits of the bu.inees were said to be well over a mllltottt dollars. They stopped the advertlstng, Almost Im- mediately the business began to fall off, but when these gentlemen realis- ed that they fwd made a mistake It was too late. The entire bodgem was sold a few Sears later to a competitor for about 312.000. "Certain definite information altiIat nearly every product has to be cn- veyed to the people who Job. to the retailers who sell. and to the con a,[mera who use. If tete salesmen of the uutuufwcturerlmust explain what It Is. what it will do. what It costa. and how It can be ottain.t to the jobber. and the jobl.er's salrwell tenet explain that all over again to the retailer, and the retailer must ex- plain that all over again to each cus- tomer. nn enormous lot of time L consumed. But when the jobber knows exactly what the thing is and all about it, and the retailer has that Informatlbn conveyed to him in advance, and when every customer haw been informed through adver- tising, the product just gallops through these channel. of (Retribu- tion, and an etormous lot of time is Ravel "Just nae Yourself as a (Pet tater fue a moment. Suppose you have a z mold -hand automobile you wish to sell and that Your uw•u time le worth 35 a day. Suppowe you .tart out to hunt for eomehoely to buy your car. You would walk :8 lung way and ring many door belts and talk to a lot of probabilltr, Pefpte you who woul•I even discuss Ith you; but you don's sly does 1t. You wri•c He cites as examples expensed[ of an adverttmament. !tritely de/writ/mg emptoying selectmen, rent, and trans- the car. and Moot it in your le.•al porhtlnn. newspaper n1 a cost of not orer 3l "glut eneh mist.,' rite article prg-. or 34. Aral usuelry you will get in eehis, "are 0Pew and In y ano e4.014- touch minima et once with a nom ser able. Take transportation: it may of 1M•)Ple who might 1.' interested to mnoc au .Gide cret more. bur with- ) car. Then, If you are a sales - mit it you couldn't have tbe artt:-1 %eau. your Nle.man,Jdp works • in le,. (ono have fretoriea n,tklag with what the advertising started. everything under et • sun witllln After giving` other ecamplee the walking distance of /•verrbodp IAo wetter cites what he regards a. an- other advantage of advertising to function similar to the function of the consumer. "It h.ts been found." transportation? .(re they a nevus- the article states. "Out It utmost .dry pert of the (-,1111 M db.trtbntfonc .never 'pays to adrrrtlae• as i iferk it "i suppose everybody will admlt, product. in other words, advertising without argum4nt. that we moat em- baa come to g start of "unit" of ploy one or ter other. We eo0Mdt your money's wort!I. Adverblsin¢ manufsetnte• an article ., Id then tilt may operate mainly on your auieon- dnwn and wa(; for people In some sclero mind,obut if you get .lung In Is. what way to die over what it a transaction, your conscious mind Is. what it will d". what it costs. and COmM into operation like a gun where It may he• obtained. in some when the trigger is pulled. and ell way or other w.• must 1s• informed the printer's Ink that was need In What the Product is, what It will do, forming a -favorable impression in what It mete, amt where 1t may be the subconedoux is almost Instantly lt�ta7ned. 1. o cheaper M convey conceited, and the ammint orf pnmttire this Information to ns throng!' salter- damage done means ruin to the con - men. or thro I1J ndvPrti.ing, or cern that has failed to keep faith through a mechtn• of rhe own' with you. "The instance just cited doesn't "It is• true that now and then fake look as if advertising had made soup mining stock has been mold by ..4- coxt ens more. it larks as 11 1t had yertiaing, hot. toll don't find any fake enabled saleesroen to work more em mining stork 1•"rmanent.y on tie, elently, and so get more out of their market and widely advertised. Ad - time end thus make the protium. emit vertising 1. such n powerful forte just that much less. It 1. true that that it Is natural that here and there you pay seventeen -hundredths of a crooks will temporarily avail them- eent for the cost of advertising in Avec of It. Rut advertisers are now each can o? ,coils mina buy. We must very strongly united in nn attempt admit that thdradvertlaing, without to prevent' 1'2.11(44 from wing adver- inerreaing the quality of the soap, timing." de's. in a sense. make it frost more; it coke. rash can Not MPtenteen- hundredths of m e( -n1 more than k might theoretk•Ally cyst tf you could know without any adverttidng what it wee, whet it des•c, what 1t cwtte, ,end where to got it Rut In a truer settee the advertising snakea that oar of soup cost les.. or enables the man- nfaeturer to glee fou greater rattle, 1'cai, a under the old method the tete distributing expense was about four times as mach a. 11 Is at preaa- ent. And 11 Is tote) scutal dietrihti- ting expense that wl mast look et, me just rhe Item of distributing "x - p en.(•. "Take another exam ple in an "n• tlrely different field The fore.1d"n1 of a le rep concern relates •4 rxperi- e•nee In dlstribnttng 1•011e lining for nntomnhilee. SV 11111 thieve months the enmpany opened op more than 2.000 new denier omtlett fcr Its brake lining. The work was Ilene almowt entirely through advetising. "'Our cant,' told• this •xpeuttve, 'for ni,Pning np tips" new deader ' nutlet%--wbk'h, of Conroe, %111 be. a convenience to the pnhlk which 1r' needing ,taore awl more brake lining all the time -oras about one-fifth whet we colt'] have spent to get them. dealers 1t we had attempted to do It etelualvelr by sending around salesmen. Tills moans that for am edvnrtt.Lng to a ettntrtbnting ernnomv. It ries nor distributing soft, and we are mete, t. palill along n proper pmpnrtinn of Ibis seetng to the ultimate et -mourner. 1 am very mire that If brake lining wore Maori - lusted witbonr the d0.is•,enes. of Ad vertlsing, we sbontd find it weeeettary to raise the pre. to the. entertainer," "I lams of one concern that did (old Scn lnlster, after sermon alout Atram and Meet—I've aye rho -ht, palrsnn, 1t wax yarn( hard the like o' me .hound •after for the satin' o' an apple, when It,. fruit I never ovuld abide" • • • Maglstrat.—••Ar' your the man who makes theme allegations?" "Yea. air' i am the nlligator. ,„, • • • A ieouisiana elergym:tn divided his «ermnn Into three parte. Under the first head" he wild, ' t shall deal with matter. familiar to loth tun end my- self; under the 41441, 1. things with which I Am alone conversant ; And. fin- ally, tinder the third. I shall discuAs ,a subject .lout wilt, Il none of us know anything." mai WANTED NOW RiLIARLI SAL M AGENT Or Y kerne 1pi ora o•r'4gg.� 1 ver. �t ass Mad Pug. saa� -Me t �nsiel ef •admen the ��+orryy her eur owe nareeriee, estilRsm}t• 1 sad ne dsforneey d..Mvashs fanwuw/• S.••mW as Tufo __ Aw eaakah eeres PIOILLNIIMISERY CO. Oat. Be on your en,,lyd for these points in your charace r that are weakest. The Pessimist says, "I could make a better world myself." "Sure thtng," said the Optimist. "that's what we're here f ,r. Let's get to work and do it." _ • • • "A whole lot ob de talk dat goes 'round," Rale uncle Eben, "ain't no me' help in movie' f'wa'd dan de squeak oh de axle" • • • The more a moo talks of hem own merit, the tem people believe in 1t. • • • Redress remains a debt: tt must lw met. Apology, alone, elowt not atone. • • • The longest life 1s not ton long to preform, for eternity. Begin right now. • • • is lite Improving you? it It is, you are fulfilling your destiny. . • • • Eltrice to banish vanity or pride. evil thoughts or unkind words. • • • You knew Tour own we eknee as better than any one. Try to masts them or they will master yon • • • Many young men adv willing - to start ao the hnttnm if they may go op in the Ste -retro . • • Yanr worst hindrance In the rare life 1s the harrier that Ton Toarse. bode up. Templeton's Rheumatic Capsules Guaranteed for Rheumatism, Neu- ralgia, Neuritis, Gout, Sciatica, Lumbago, etc. $1.00 per boa. Templeton's Razma For flay Fever, Asthma, Bronchial Oolds, Bronchium, etc. Guaran- teed relief. 3l.00 pentium WE ARE LOCAL AGENTS FOR v- •. _.., .-.-�a•riC —D R E C 0— . A splendid remedy for all disorders arising from inactivity of atltim.ch, liter. kidneys and bowels. $1.7111 per beide • We are now authorised agents for Goderlch for the famous Martha Jane Home -Made Candies These are shipped direct to =from the makers every week. ALWAYS FRESH • H. C. DUNLOP, Phm.B. ,..- THE RECALL STORE—, Radford Bias+(-' Share, Gde ieb Phone Ne. 1 No Difficulty in Choosing Prize for Your Bridge or 5eo Party - s For ebe Lady—Fine Linen Head- k,•r'hiefs, a piece o1- Art Needle- work or a dainty Camisole length- Fe•r the Gentleness --Gorda in &wit Form, Ash Trays with Sport Fig- ures, Cigarette lloklere. AND Macey Arne. Amides for the a1 - ways popular Booby Prize. Cards Tallies Facey Pencils • - MISS S. NOBLE a mime LUZIMA DRIED MIT UP BY ran SUL!IIUD t Any breaking oat of the skis, eves Seer, itdiing omens, can bei12 o1WCame by applyilet a little 1 S14Mr, a noted Akin speciai Bonus@ off lt germ destroying proper. iiia, this sulphur preparation Motaally kgs ease from skin irritation, soothes sadhealsthe eczema right up and laves the skin dear and smooth. It seldom fails to relieve the torment Ind disfigurement Sufferers from skis trouble should get a little jar of Rowles Menthe -Sulphur from any good drIll" sin and tsps it I7ot a mid cream. belie just received a t of men's Olde- at� siranteed all wool M. ROBINS! NEW FALL CO for Women, Misses and Childre r AT ..;_ Royal Ladies' Ready - to - Wear' Full range of Fall and Winter Coats, Dresses and Skirts are in now. We invite your inspection. mit:, We have a beautiful variety to choose from. at prices to suit your purse. rimmallotioaxclimant We advise you to make an early choice and order your garment now, before the rush comes. It will be to your advantage, as well as ours., i ic The Royal Ladies' Aim high Ids Others have. you GODERIC Ate—