The Huron Expositor, 1931-11-27, Page 7i!(
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RUPTURE S.peci ><.as,e
Rupture, Vari ocele,V'arlcose Veins.
Alden-dual'Weakness, +Spinal Deform-
ity. Consultation . free. Call or
write. 3. G. SMITH, H, British Applia
Ance "Specialists, 15 Downie St., Strut-
ford, Ont. 8202-25
ere
eat
LEGAL o � 4�
Phone No. 91
JOHN J. HUGGARD
Barrister, Solicitor,
Notary Public,,Etc.
Beattie Block - - Seaforth, Ont.
4- H. S. HAYS
Barrister, Solicitor, Conveyancer
and Notary Public. Solicitor for the
Dominion flank. Office in rear of the
Dominion Bank, 'Seaforth. Money to
loan.
BEST & BEST
Barristers, Solicitors, Conveyan-
cers and Notaries Public, Etc. Office
in the Edge Building, opposite The
Expositor Office.
•
VETERINARY
JOHN GRIEVI, V.S.
Honor graduate of Ontario Veterind
ary College. . All diseases of domestic
animals treated. Calls promptly at-
tended to and charges moderate. Vet-
erinary Dentistry a specialty. Office
and residence on Goderich Street, one
door east of Dr. Mackay's office, Sea -
forth.
A. R. CAMPBELL, V.S.
Graduate of Ontario Veterinary
College, University of Toronto. All
diseases of domestic animals treated
by the most modern . principles.
Charges reasonable. Day or night
calls promptly attended to. Office on
Main Street, Hensel!, opposite Town
Hulk Phone 116.
MipDICAL
DR. E. J. R. FORSTER
Eye, Ear, Nose and Throat
Graduate in Medicine, University of
Toronto.
Late assistant New York Opthal-
mei and Aural Institute, Moorefield's '
Eye and Golden Square Throat Hos-
pitals, London, Eng, At Commercial
Hotel, Seaforth, third Monday in
each month, from 11 a.m. to 3 p.m.
58 Waterlod Street, South, Stratford.
DR. W. C. SPROAT
Graduate of Faculty of Medicine,
University of Western Ontario, Lon- '
doer. Member of College of Physic-
ians and Surgeons of Ontario. Office '
in Aberhart's Drug Store, Main St.,
Seaforth. Phone 90.
DR. A. NEWTON-BRADY
Graduate Dublin University, Ire- i
land. Late Extern Assistant Master s
Rotunda Hospital for Women and
Children, Dublin, Office at residence
lately occupied by Mrs. Parsons.
Hours: 9 to 10' a.m,, 6 to 7 p.m.,
Sundays, 1 to 2 p.m. 2866-26 t
DR. F. J. BURROWS
Office and residence Gpderich Street, a
east of the United' Church, Sea- 1
forth. Phone 46. Coroner for the s
County of Huron. a
'
e
DR. C. MACKAY
C. Mackay, honor graduate of Trin- n
ity University, and gold medalist of i•
Trinity Medical College; member of a
the College of Physicians and Sur- t
geons of Ontario. v
DR. H. HUGH ROSS
Graduate of University of Toronto e
Faculty of Medicine, member of Col- t
lege of Physicians and Surgeons of 1i
Ontario; pass graduate courses in a
Chicago Clinical School of Chicago ; h
Royal Ophthalmie Hospital, London, °
England; University Hospital, Lon- 1
don, England. Office—'Back of Do-
minion Bank, Seaforth. Phone No. 5.
Night calls answered from residence, i
Victoria Street, Seaforth. f
DR. J .A .MUNN t
Graduate of Northwestern Univers-
ity, Chicago, I11. Licentiate Royal d
College of Dental Surgeons, Toronto. t
Office aver Sills' Hardware, Main St., d
Seaforth. . Phone 151. n
DR. F. J. BECHELY d
Graduate Royal College of Dental f
Surgeons. Toronto. Office over W. R. n
Smith's Grocery, Main Street, Sea- f
forth. Phones: Office, 185 W; resi- e
dence, 185J. t
CONSULTING ENGINEER
S. W. Archibald, B.A.Sc., (Toronto), g
O.L.S., Registered Professional En- b
gineer and Land Surveyor. Victor
Building, 2883 Dundas Street, Lon- e
don, Ontario. Telephone: Metcalf
2801W. d
p
AUCTIONEERS e
t
THOMAS BROWN f
°
Licensed auctioneer for the counties 1
of Huroli and Perth. Correspondence
arrangeinents for sale dates can be s
made by calling The Expositor Office, 1
Seaforth. Charges moderate, a n d
satisfaction guaranteed. Phone 302. d
OSCAR KLOPP t
Honor Graduate Carey Jones' Na- i
tional 'School for Auctioneering, Chi-
cago. Special course taken in Pure t
Bred Live Stock, Real Estate, Mer- g
chandise and Farm Sales. Rates in n
keeping with prevailing markets. Sat- t
isfaction assured. Write or wire,
Oscar Klopp, Zurich, Ont. Phone : a
13-93. 2866-52
• , r r--
s
R. T. LUKER d
Licensed auctioneer for the County,
of Huron. Sales attended to in all
parts of the county. Seven years' ex- o
perience in Manitoba and Saskatche- v
wan. Terms reasonable, Phone No.
178 r 11, Exeter, Centralia P. 0., R.R.
No. 1. Orders left at The Htiron Ex- t
positor Office, Seaforth, promptly at-' a
I
By Joseph C. Linco
n
Continued from last week.
Oaks, his cheeks swollen, scowled
vindictively. dCap'n Bartlett and me
have made out our reports," he an-
nounced. "Your goose is cooked, Cal
Homer. . . . Here. Don't you
touch me again."
Calvin had no idea of touching him.
His attention was centred upon Ben
-
oni. He had expected to find the man
a stark lunatic. He had certainly been
something akin to, that when he last
saw him. Now, however, he appear-
ed sane enough. He was pale and his
eyes still showed a trace of their pe-
culiar glitter, but he spoke quietly.
Homer was hesitating wondering whe-
ther to say more, when Josh Phin-
ney,and Rogers appeared in the door-
way,
"Where's that Wallig'?". demanded
Josh. ."Oh, there you are! We've
been lookin' for you. You're goin' to
get busy, did you know it? We want
coffee, and grub— and plenty of both.
And you're goin' to get 'ern for us.
Come on, you loafer! Come on!"
Oaks sprang to his 'feet. "You let
hie alone!" he whined.
That was all he was permitted to
say. 'Phinney and Rogers were upon
him and dragged him, profane and
protesting, through the mess -room to
the kitchen. The sound of a brace of
hearty kicks punctuated the scuffle.
Calvin did not interfere, nor did he
attempt further speech with the skip-
per. He turned and climbed painfully'
to the sleeping quarters. Chips of ice
fell from his oilskins as he moved.
'Later, after he had changed and
drunk cup after cup of coffee, he tried
again. But Bartlett would not talk.
He gruffly ordered him from the room
and, as Calvin reluctantly obeyed, he
Saw the keeper turn to his Bible -read-
ing. He'would not talk to any of
the men, Oaks excepted, nor did he
issue a command or give the least at-
tention•to the routine of the station.
Upon'' Homer, therefore, fell the re-
ponsibility which must be assumed
by someone.
He was utterly worn out; fatigue,
care and the loss of food and sleep
were bringing their reaction and his
aching muscles and tired brain re-
usedfto function clearly. Yet he
new that the other men were in the
same condition and that the station
vork must go on. Oaks, under cone-
pulsion, was preparing supper. 'As-
sistance along that line arrived when
Jemima Gammon and her brother
came over from the Jarvis shanty and
offered their services. Jemima, after
expressing a candid opinion concern -
ng her husband's lack of comieon-
ense in staying on a job that didn't
I: anything anyhow and was just
an excuse for keeping him away from
home two-thirds of the time and half
dead the remainder, shooed all hands,
Oaks included, out of the kitchen and
to charge of the culinary operations.
Jarvis also 'volunteered to help in
ny way he could. lids resentment at
using the race to the Rosie Cahoon
eemed to have vanished, for the time
t least, and his offer was wholeheart-
d. Calvin accepted it.
"We'll have to send out patrol to-
ight, I suppose," he said, "but there
sn't a man fit to go except Wallie,
nd I wouldn't trust him. You used
o he in the service, Philander. If
ou'll go out first. I'll follow you.
When 'I get back I'll send someone
]se—'Seieucus, I guess. He's pretty
ough and a few hours' sleep will fix
ire up. Here's hoping we don't get
pother call. I don't see how we could
and]e it if we did. It is clear en -
ugh now, and the glass keeps rising.
guess we'll have a stretch of fair
weather. It is due us, I should say."
Immediately after supper—a meal
n which an unbelievable quantity of
oad was consumed and during which
tiirs. Gammon alternately urged them
o eat more and made pointed re-
marks concerning "pigs"—Calvin or -
,red the men to their hunks. He
urned in, himself, and slept like a
ead man until Philander, at mid-
ght, shook him into something ap-
roaching wakefulness. Then he rose,
onned his clothes. and staggered out
or his patrol. That tramp was a
ightmare, almost literally so, for he
ound himself falling asleep whenev-
r he paused for breath. Fortunately
he wind had gone down and the sky
was clear and starlit. No vessels
were visible upon the sea. The great
ale had cleared the channel of craft,
oth steam and sail.
He returned at four, dragged Bel-
ucus from his cot, and sent him forth.
Oaks he sent to the tower, with or-
ers to keep his eyes open unless he
referred to have them forcibly clos-
d. Wallie at first refused to go, but
bought .better of it, and went, sullen
nd ugly. 'Homer was going to pay
or this, the man muttered; he'd find
ut before it was over and done with.
f there was any law anywhere he—
Oaks—would have damages for being
truck in the face when he wasn't
ooking.
(Calvin tartly suggested that the
amage would be immediate and a
great deal worse if he said any more
t that moment. Having disposed of
hat point, he went again to the sleep -
ng quarters and tumbled into bed.
When he awoke it was ten o'clock in
he forenoon. The crew met his an-
gry protests with broad grins. He
eeded the sleep, they declared, and
hey had cal'lated he should} have it.
,Peleg Myrick's boat wast in the cove
nd Peleg himself was below in the
mess -room. His nose for news had
tented sensation and he had sailed
own in the hope of finding it.
'Calvin came in to ask if Peleg was
going to 'Orham and, if so, if he
would take a message to the telegraph
bice. Peleg said that he would, pro-
ided the message .was ready in fine
minutes.
"I don't know whether there's any
elegrams gettin' through yet," he
dded, "but I can leave it to be sent
oores th4 Q is. 'R'iurry up, that's all,
I ain't got time to waste with a gang
like this."
'Isomer wrote the message hurried-
ly. It was addressed to 'Captain Kel-
logg at tProvineetown and urged the
latter to visit 'Setuckit without delay.
He gave no seasons for his request
The superintendent, he throught,
should learn the situation from him
rather than from exaggerated gossip
which might leak from the telegraph
office,, 'HIe cautioned Myrick to be sil-
ent.
"Don't you do any talking, Peleg,'
he said. "If you do 1 shall hear of it,
and you may get into trouble."
The skipper of the Wild Duck prom-
ised volubly, but Calvin put little faith
in his protests. Peleg was wont to
be long on promise, but, under stress
of temptation to act as^ a special news
"extra," inclined to. be short of ful-
filment.
Bartlett was still in his room so the
men said. He had come out for
breakfast, but had eaten little, and
addressed no word to any one of
them. He loolt'ed pretty well "shook
up," as Badger described it, and his
hand trembled so that he could scarce-
ly hold his coffee -cup. Oaks—hut no
one seemed to know exactly where
Wallie was. He was, keeping out of
the way, they opined; perhaps he was
writing to his wife ashore.
,But he appeared, a few minutes lat-
er, dressed in shore -going togs and
with a battered suit -case in his hand.
He hastened through the group in the
mess -room and followed Mr. Myrick
to the beaeh. The crowd, therefore,
promptly followed him. Calvin went
with them.
"Here, Wallie, where are you go-
ing?" he asked. Oaks answered with-
out stopping or turning.
"None of your business," he snarl-
ed.
"Oh, yes, it is my business. Hold
on there."
Wallie threw the suit -case into the
My -rick dory before he spoke. He
picked up an oar and shoved the dory
into deep water.
"No, it ain't your business neither,
Cal homer," he declared. "It's nobody's
business but Cap'n Bartle't'e, and I've
told him. You may think you're skip-
per here, but you ain't—not yet.
There's a whole lot of things to be
said afore you are, too. Go on, Pe -
leg. What are you waitin' for?"
Myrick, seated at the oars, was hes-
itating.
"Cal," he cried, "Wallie asked me to
take him up to Orham along with me.
It's all right for me to take him,
a:n't it?"
Calvin thought for an instant. Then
he nodded. "Yes, take him," he re-
plied. "He's no use here."
And yet, as he thought more of the
matter, he almost wished that he had
detained Oaks; even by force, if nec-
essary. The man, of course, was do-
ing what he declared he meant to do,
gt'itting the station and the life-sav-
ing service. That was alk right; he
was certain to be discharged, anyway.
But with him had gone all hope of
keeping the story of the mutiny at
Setuckit from the eager ears of Or -
loam. Oaks would tell, and what he
would tell was likely to be a version
not in the least creditable to him, Cal-
vin Homer, or within a mile of the
real truth. Kellogg, after all, would
hear the Oaks version first. Well, it
could not be helped now. It was one
more straw added to the weight of
trouble to come.
For the realization of how much
trouble there was sure to be, was—
now that he was thoroughly awake
and himself once more—being driven
into his mind. Bartlett had been in-
sane when he refused to go to the Fly-
away and babbled of his orders from
the Almighty—there was no doubt
whatever on that point. But this was
a peculiar kind of insanity which de-
veloped acutely under anxiety and
fear but subsided when the crisis was
ever. Now, the average person see-
ing rnd speaking with him might con -
eider hi.t a rational and sensible en-
ough. And his behaviour, since the
crew's return, was -Calvin was oblig-
ed to confess it—such as any man, in
similar circumstances, might adopt,`
His authority had been defied and as-
sumed by another. Therefore he had
since refused to reassume that au-
thority, but was waiting to tell his
story to the 'district superintendent.
'Which was, to all intents and purpos-
es, precisely what Homer himself
would have done if placed in a simi-
lar position.
Calvin had hoped to see Kellogg be-
fore anyone else saw him, tell the
plain truth, and await the consequenc-
es, whatever they might be. He had
done right—there was nothing else to
be done. He and the men from Set-
uckit Station had saved the Flyaway
and the lives of those aboard her. If
it had to be done over again he should
act in exactly the sane way. The men
would substantiate his story. He was
no t in the least fearful of the out -
co -mc. Kellogg was a man, not an
office martinet, and he would under-
stand and approve. In the very un-
likely event of his refusing to eic-
cuse the extreme breach of discipline
Calvin did not greatly care. His con-
science was clear.
But the thought of a distorted
story, a story backed by hate and re-
venge, being spread from one end of
the 'Cape to the other was not agree-
able. It would make matters harder
for Kellogg. It 'would have to be re-
ferred to Washington. It might even
get into the papers. Norma might
read it there. Thoughts of her had
been with him since he rose from his
bed. She had left her father in his
care. She bad trusted him. He must
get word to her, must tell his story to
her before she herd the other.
So, while the Wild Duck sailed to-
wards 'Orham, he sat down at the
table beside his cot to write to her.
He whiled now how he wished!—that
he had sent a letter, or even a tele-
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art
gram, to her by Peleg, as he had sen
the message to Kellogg'. 'But he coul
have told so little in a telegram, and
at all evehts, it was, too" late for tha
now. He would write.and try to ge
his letter up to the post office tha
very night, somehow.
There was the unfinished letter' i
his chest, the one in which he had be
gun his confession concerning Myra
He thought of it, but this now compli
cation seemed so much more import
ant—for the time, at least—that h
left the former letter where it wa
and began another. This was brief
but he made it as straightforward
and honest as he could. He asked her
to try and understand, begged her for-
giveness, and again promised to be as
fair to Benoni Bartlett as if the lat-
ter were his own father. And he
asked her to write at once—or, better,
telegraph—saying that she did under-
stand, in order that he might know he
was forgiven.
The letter he entrusted to Hez
Rogers, who was to hand it to the
patrolman from the Orham Station
when they met at the half -way shanty
and the Orham• man was to get it
over to the post office by'the next
morning if he could, After Hez had
gone he thought of many more things
he might have said, or said better, but
it was too late. 'For better or worse
the thing was done, and all he could
do was to wait --and hope.
The telephone lines were repaired
the next day and, before noon of that
day after that, Homer received a call
from the telegraph office. A messagle
had come for him. It was from Nor-
ma and was brief and to the point.
'Am coming the moment I can get
away. Take care of father." That
was all. There was no mention of
understanding or forgiveness. Yet she
must have received his letter, other-
wise how could she have learned of
the trouble at Setuckit? `His reason
told him that she could say little in a
telegram, but, nevertheless, the brev-
ty of the message was disturbing and
a little, disappointing.
And, before dinner vas over, his
thoughts were busy with other mat-
ers. Kellogg came, and wasted no
ime in getting down to business. He
greeted 'Calvin pleasantly but curtly
and went immediately to the skipper's
room, where he and Bartlett were
closeted for more than an hour. 'When
he district superintendent emerged he
ook aside and questioned one member
of the crew after the other. Then,
et last, he sought out Homer and led
he latter to their former place of
onference—the barn. They sat to-
gether once -more upon the grain bin.
Kellogg produced cigars and offer-
ed one to his companion. The latter
declined. He did not feel that he
d
,
t
t
t
n
•
e
s
a7I 4eritl}sIeuc ti"hfiRl#fllht
gete4 and in'aited' fob llx i' tR �!
The wait" seemed;. �itfixt0 arable, moo
it
wi
he never begin?"a dal die the'
But when he did he carne inlalnedio dI g ttu dot yrs 'i
ately to the point, wasu7t `boiharing
"
Well, 11Ir rxr
Homer," he obserred, ii`ke e -That'd jw
"there's
r .
� there s been'some- considerable of a how Wag, it ire's g'ot tht
mess down here, I should judge. What pers to ohow for: it, I
have you got* to say about t?"if 1 w,enel he. ]But, Meana lX er,
Calvin glanced at hire. The for u- givexri Ilia a little while 7o,ng0 'ta'
rlity of the "Mr. Romer," was some- make out that resignation fInd':
Khat ominous. Calvin rose to hi feet, :
"What do you want me to say?" he "You',ive asked him to resigns" - he
asked. exclaimed.
1e
of
•
►b
f
i'
fd'
E
apt
"Eh? , . Well, I want you to 'I certainly have. «'illus crazy, Cal,
say just as much end no more than just as 1 knew he was. . ,' Novi;
will tell me the tru::i. That's what I now, don't say any more; Iet nye fin -
want." +ish. I've been busy since I got yqur
"That was what I intended to tell telegram. 'I've heard from the Fly-
you. I guess there will be nothing away eap'h. I've heard from Mg. -
you haven't heard before, from the gins of the Amgansett. By the way,
rest of the fellows." son, old Higgins gave it to me straight
"I've hearda lot. But never mind about how you handled that job. He
taut. I want to hear it from you 'p'raised you up to the main truck, and
now. Is it true that 'Cap'n Bartlett when he praises a man that man has
ordered the crew to stay in the sta- . dome something. The Flyaway bunch
tion and not to go off to the Fly- say just as much or more. Well, I
away • guess likely they ought to. They'd
"Yes, sir," every one of 'em be dead—drowned
" "And, in spite of those orders, you and frozen—if it hadn't been for you.
made 'em get out the boat, took All the Setuckit men say the same.
charge yourself, and went on your So does Jarvis; I talked with him a
own hook?" spell ago. The only ones who don't
"Yes, sir." praise you are Bartlett and Wallie
"You knew that was dead against Oaks.: Wallie got after me up in Or -
the rules of the service?" ham before I came down here. Ho,
"Yes, sir, I knew that." ho!"
"But you did it just the same. And He rolled back and forth on the
grain chest.
"Wallie didn't praise you—no," he
what's this about Wallie Oaks? Wal -
lie says that, when he tried to stand
by the keeper, as was his duty to do, went on, when his laugh was finished.
you "truck him when he wasn't look- "But, so far as that goes, I didn't
ii:g, and knocked him down. Is that praise Wallie much, I told him that
true?" the thing I was sorriest for was that
"Partly. "Yes, sir. He was looking I wasn't here to see you black his eye.
--hut I struck him."
"I see. Well, now tell me the whole
yarn—about the schooner, what you
did aboard her, how things have gone
since you got back here, and all the
rest of it."
'Calvin told the tale, omitting noth-
ing, and excusing himself `tot in the
least. Kellogg Iistened, smoking
steadily. The interview so far .was, to
Ho, ho! I meant it too."
Calvin did not speak; his emotions
were in a curious jumble.
"I told him," continued Kellogg,
"that, even if he had anything worth
saying to say, I wouldn't listen to a
man who ran away from the ser-
vice the way, he had. And when he
went on talking I told him to be care-
fuI or something wouldhappen to his
alb intents and purposes, a repetition other eye. Don't wory about Wallie
of the former session between these Oaks. He doesn't count and never did.
".o discharge him just as
;ould pick up a likely man
place. . Don't wor-
's.re anyhow, Calvin. You did
the i4ght thing; the thing I would
have expected you to do. I'm proud
of you, son, and • I'll stand back of
you. That's all."
He, too, rose to his feet. Homer
was still silent. The superintendent
regarded him keenly.
"Well?" be queried.
matter now? Haven't
thing to say?"
Calvin drew a long breath. "Why
—why, I want to thank you, sir, of
course," he stammered. "I'm glad
you think I did right and—and all
that. I'm ever so much obliged to
you. But---" .
"But you're worried about Bartlett.
Eh? Is that it?"
"Why, yes, I—you see----"
two in that barn. And now, as then, I intend
when the story ended the superin- some as,I
tendent waited a minute or more be- to tak/
fore offering a comment. Then he ry
took the stump of the Tiger from his
lips and knocked off the ash with his
finger.
"Humph!" he grunted: "You dis-
obeyed the keeper's orders and those
of the Lord A'mighty besides, eh?
Seems to me that was taking consid-
erable on your shoulders . . Eh?
Wasn't it?"
"Yes, sir, I guess it was." •
"Um -hum. Well, now that you've
had time to think it over, what excuse
have you got to make?"
The answer was prompt and sharp.
"Not any, sir. If things were as
they were then, I guess I should do
it again. Yes, I know I should."
"And take the consequences?"
"Yes."
"`Humph! Ready to hand in your
resignation, are you?"
"Whenever you ask for it."
To his surprise Kellogg laughed.
"You're different from Bartlett,
son," he observed. "I hinted that he'd
better get ready to hand' in his and
"What's the
you got any -
"You needn't be. I have been ex-
pecting something like this to happen.
The man is crazy. He is sane enough
by spells; he acted sane enough when
I went into his room to talk to him a
little while ago. But before I left he
was raving at me like a Bedlamite,
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quoting the 'Bible, and telling how the
Lord came to see hint; that dayand
told him this and that -.-,and'' I don't
know what all. It's settled. If he
won't resign, then he'll have to be dis-
charged. IHle isn't fit to stay here and
he shan't stay. If he does •I go; that's
all about that.'•'
"But, 'Cap'n Kellogg, I wouldn't
want you to "
"Never mind me. P11 get along.
And just between us now, son—let me
tell you that I've been getting ready
for something like this for a couple
of months. The department at Wash-
ington knows how matters have been
going. They're, prepared, and I'm
willing to bet they'll stand behind me,
The politicians and the newspayers
have forgotten all about the Setuckit
Station by this time. It's an old
story with them by now. They won't
interfere. And, if some of 'em did,
it wouldn't make any difference. I'll
have my way now, same as I'•m used
to having it. Yes, sir, Benson Bart-
lett goes. . . . And you come in.
You're going to be what you should
have been last November—keeper here
at Setuckit."
'Calvin spoke now and with decision.
This was what he feared.
(Continued next week.)
Mother of Five
Looks for Early Release
When one is only •it7 the strain of
raising five children on limited fin-
ancial resources Is a burden which
would tau any woman's strength
and vitality. In the case of slender
Mrs. N, none too strong from early
years at factory work, the burden
pressed her lower and lower to the
point where tuberculosis gripped
her in all its power.
Fortunately, however she was
sent to the Muskoka Hospital. for
Consumptives, where the experienc-
ed doctors and nurses took her in
hand with kindly care. Since then,
like a rain -freshened flower, Mrs. N.
hasresponded to the carefully plan-
ned treatment and has made splen-
did progress towards recovery. and
is eagerly looking forward to the
time when she may return to her
little ones.
There are many such cases, but
without financial assistance the
Muskoka Hospital cannot aid them.
A gift from you will be gratefully
received if sent to Mr. A. E. Ames.
223 College St.. Toronto.
eor
k(
This is an advertisement addressed to
retailers in a small wap of business
If you Really want a Small
Business say nothing about it!
Retailers who don't want a
bigger business should say noth-
ing about it, for, if they began
talking about it in the form of
advertisements, they would get
new customers whose , require-
ments would just distribute them
—would compel them to buy
more, deliver more, work more.
There's a story told about a re-
tailer who certainly didn't want
a big business. He was playing
checkers with a crony in some
place of hiding in the rear por-
tion of his store. A customer
entered. The crony said, "There's
Mrs. Black." "Hush," said the
retailer, "If we don't make a
noise, perhaps she'll go away!"
1
Some retarders can never hope to
have a big business even if they want-
ed one—they lack the ability, the en-
ergy, the ambition, the understand-
ing needed to make a big business.
They are�ontent with itismall business
and would be really unhappy if their
business was growing rapidly as a
consequence of circumstances outside
their control. They would feel like a
man in a wagon whose horses were
running away with it!
Some retailers, however, have an
urge to make their business larger.
They dream of the time when they
will have one big store, or a flock of
"chain" stores. They want a much
bigger income than their present one.
Perhaps they dream of a time when
they won't have to work, when they
The way to a bigger business
is as plain as the nose on one's
face; it is customer multiplica-
tion. A retailer with an urge
toward bigger things should give
his main thought and effort to
custcmer multiplication.
■
will have much leisure to be spent
pitching horseshoes, or in bowling,
or in travelling, or with books, or in
a country home.
Customer attraction can be accom-
plished variously, but there is one es-
sential means — press advertising.
Advertisements go where personal
salesmen and even letters can't hope
to go, and they have a profound in-
fluence on readers of them -- they
soften resistance, dissolve apathy,
create confidence and goodwill, and
direct the steps of buyers. And they
are cheap! And buyers—not sellers
—pay for them, and are glad to pay
for ,them ! Buyers always go, in
largest numbers, and of their own
free will,. to those stores which spend
a lot of money on advertising!
Why should any ambitious retailer hesitate to contract for
advertising which his customers will pay for gladly?
The Fifth of a Series issued by the Canadian Weekly Newspapers Association of which The Huron Expositor is a member.
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