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P # %% ~d on â€" [AE : .;,‘4 y BE ~ i43 t # PAGE FOUR _ FELL BROTHERS Bootery _ / Phone 456 Buy a Highland Park Homesite in Oak â€" Grove Subdivision : _ .. _â€".On high ground, beautifully wooded. Bmldmg _ restrictions. Two blocks from Bus Line and four blocks to â€"Depot Site of new North Shore Line. Real values on easy payments. _ Cl LAUNDERERS, DRY CLEANERS, AND DYERS Phone 87 Highwood, IlII. OAK TERRACE LAUNDRY FELL BROS. SHOES Queen Quality Shoes and Arch Preserver: â€" Shoes | â€" For Women + All because they insist on doing household drudgery someone else should be doing! nVs Honestly, after a:few months‘ trial of one of our family services, you‘ll agree that even if it cost much_more, it would be worth it. But its aqtuél cost is reasonable indeed. ' f t3 How many wives complain in the evening of being too tired to go calling or riding or to the theater! And how many of them look just as tired as they feell . _ Announcing the newest in fall footwear for men, women and children _ _ 4 A;()‘ply to owners, Ernest S. Gail, State Bank Building, or Herman Ludwig,, on the premises.‘ i PLUMBING HEATING . Highland Park Sales Co. for the RAYFIELD OIL BURNER DETROIT JEWEL GAS RANGES â€" GAS WATER HEATERS 5 DETROIT JEWEL GAS RANGES ; REPAIRING AND REMODELING t Have you seen the new silk shower curtains. Visit our showroom MASONIC ANNEX BUILDING _â€" PHONE 632 “T‘ «h Yor thredi h taubsg 3 Nce reraa EDWARD STRENGER o0 Tired to Go" Florsheim Shoes Fj;r Men 509 Centrap Ave., Highland Park, II iE lc Sudabe nc t ts h ts Sae on n L A 7 1. It is uselesf to advertise unless the campaign, ha#pver small, can be carried on for â€" Fom three. to six months. : It is tÂ¥e| cumulative effect that is so valuabl lqohted announce ments are forgotken.~ To put out an advertisement ] thenâ€" mark time until the resultsiiareâ€"recorded is no good. ‘An advertiféer must have faith in his product andG in the force he uses to make it know# | â€" . J l 2. â€" Advertising, |as: an initial exâ€" pense, is cestly, aithough, when scienâ€" tifcally‘ managedPit is in the long. run economical. ‘ ore. ~if there is not sufficient mdhdy‘ to, use several papers . tho nug? , " the advertising should be Himited Ad one alone. When the majority .of : readers. of one paper are responi@ve, then is the time to ‘approach t " of another. . I% _ _A hundred, efeh fifty years ago, this| . rate ‘of. ightenment would have been thoughk magi¢alâ€"as, inâ€" deed, compared .lvith the newsâ€"bearâ€" ing value of thefsfage coach and the peddler, it is. CKJP . _ _: ; |_â€" Life of Ad Long: ¢ The life of a‘@ppper is far longer than a day., andlithe life of the adâ€" vertisement in if is as long as the paper lasts, It goes from the breakâ€" fast table to the Mrawingâ€"room or the offive; from the friitwingâ€"room .to the schoolroom andâ€" fhe: nursery arid the kitthen; from th§ loffice: to the train or the wasteâ€"pap& basket, from which receptacle ‘the ciarwoman rescues it and takes it ho .1 In the kitchen it is"stored and comfeg out again for all sorts 'oe{’domes.ti purposes, and: each time it is used sofpgthing is seen. The office paper left 'rthe train goes off to homes where Ht is a novelty, and there aflso livesfar adventurous if dirtier existence q’til too torn to be useful.: Count f#ip the hundreds of: separate glancesBthat alight on the names of produgts, ~willyâ€"nilly, â€" and this: extraneous s e, ‘over and : above that gained by fhe more legitimate breakfast table A. ~train perusal. is easily seen. â€" v. R| foss: } In using the. s for advertising certain things mi§t be remembered: As media llsor the. distribution of ideas and'tact public usefulness the newspapers agd never likely to be supplanted, both ,5. ause of the mood in which they ara 3 ad and the variety of types that refd them. ~A famous journalist used t@Bboast that he could change the attitu@le of mind of Engâ€" land at the breakfdst tableâ€"â€"an exagâ€" gerated stateme ga and yet one with more than a graifjfor truth in it. If a car could be ifVented that ran on water, the news dbild be made known to all ever likely td dream of owning a motor in less fhhe than it took to print the sheet i which the name of it was given. O R} ~. » ? . Most Valhble Medium For the qui istribution of inâ€" formation, for ppeal to the milâ€" lions, for the m@rketing of national commodities ‘thef®jis no medium §8 valuable as the @ress. No advertiser should allow his politâ€" ical, social or réfigious views to inâ€" fluence ‘him in tMefselection of press media. ' y â€" By. Sir CBa}les Higham . | . (President it tAgvvrtf-iu 1' ts f Ub pndon) ; > j “Thazp‘resb‘“ifi; the most valuable medium . for afly form of making known,. Althou, ! ewspaper space is very costly, no G r‘"elunnel ‘of comâ€" munication ‘gives!‘shch big orunmed{-; ate results, ‘so ; it, properly used, press advertisingliy the most gcohom!-‘i cal. That this: t o‘ is because newsâ€" papers are paid|ifhr, go into practiâ€" cally every honme) and are read or looked at by evpty, member of the household. Thusfah entirely unknown ‘product, if cleve advertised in the daily press, can ib¢ introduced.â€"to the spenders in everg prade of society in a morning. o8 tC : l Opinion of 67 fls 9e o d Long: f fper is far longer ; ; life of the adâ€" 4s as long as the ps fromk!the breakâ€" temember s for advertising t’ eruisin| ‘vr ng that : | pverâ€"grow the cost 0 f a good joned. _A reâ€" man ost of) t | _When the press is used by â€"governâ€" ents for the distribution of* facts of ublic interest it will become an even ‘more powerful and universal source f education. It is possible that with sguch a development the editorial will entirely devoted to news and enterâ€" fainment. ‘All that is infocr;?:tm.i ‘whether political, socialâ€" or imerâ€" gial, will be dramatized, epitomized and paid for by the government or space. e ministry, the public department or he society interested in the distribuâ€" ion of such intelligence. The infinence ng that fails to sell the product in verâ€"growing quantities, (In America he cost of a good drawing or the fee f a good copywriter is seldom quesâ€" joned. Americans know that a mediâ€" cre: manner of presentation wastes nost of the money : spent on . the Marcelling, Manicuring, Water Waving, Bobbing, Shampooing and Facials ||| WE SPECIALIZE IN. HENNA PACK, HENNA RINSE, INECTO, DYEING and TREATMENT. Three expert Marcéllers at y our service.â€" When When coal is plentiful; whflI your order in now, during the 1 rial saving. . Phone us for p’fl% LEHIGH vALLEY AnTHRAciITE ‘ _ BLACK SOIL & M 148 North First Street of coal, and few orders for it, ful and the coal is in greater d ‘Idleness is costly to all conc« overhead, to users of coal who : back with the cold weather. _ jop V t 1 oV OO oot ||| _ ) MAcpoweLL counry Pocanorras â€" 3 EHIGH VALLEY ANTHRACITE 1 rtels CHICAGO sOLYAY ooxl'§ â€" . BLACK SOIL & MANURE ) BUILDING MATERIAL e CA 1 & | v FRANK SILJESTROM. 48 NManrth Uinnt Cbnuaas | TBFL small . L. MUSTRIG BEAUTY SHOPPE] PARK, ILLINOIS f it ‘The‘ effect ing (*% served could, the American people deâ€" ciqn‘{'e;tlbu.to‘t fire" prevention, b\it'no;“:'ug cent for tribute."â€"Naâ€" tion‘s Business Magazine. j ANCZICAN! pOUpI® 20 AHM DOPDL+E 19 That to‘werilc pile of dollars would pay for nearly three Panama canals, would pa; :.'theb::hriu of iall the teachers land school & ts idtbeUdudsmforimandl half, or :Ofld keep the postal service gdins fo 1 pemly.‘ two years. ‘Econoâ€" my*‘ and partiotiem : would be . well each man living to: the age of 70, whichmr:zn‘x-. that <if the work.had been begun twentyâ€"two years after the birth of Christ, it would have been completed |just last year. _ But: fire collects a billion ‘dollars . from the, American people in one year. _ ;\ / will the loss be for 19847 _ . : _ _ Fire departments and water gupâ€" plies f ;?Aihhlned_ at a cost | another â€"billion dollars a year, that a billion dollars #s paid e year to fires down and out. < If that biuit.:?dolhu of tribute were piled up on one side of a. roa to be paid one dollar at a time on otheér side of the.road, and if one man began the job, carrying Ldollu" across tmemud' every minute, day and night, the. payment would require twentyâ€"seven .generations of â€" men, property loss was ‘the highest ever recorded for the nationâ€"an average of $1,503,590 a day, or $1,044 for each minute of the ‘year. ‘That. property loss of more than half a bfll&on& more than thr&e times the amount of the 'Chicnxo‘ol‘i‘r loss, and more than any other country has ever endured in one year. ‘‘Ten years before, tlul property) Joss: was. $221,437,000â€"a figure indicating _ that the .United States is now burning more than $2 where it once burned only one. What will the loss be for 1934 ? | ing. He is. too wordy, and nonâ€"committal to be he was in the past. â€"Peop note of facts; they are di pay much m to expressions| OL personal opinion, | They look more and more fio their papers for pews and less and less for views; and, it is the news value of advertisements that makes them so much moreâ€" alluring than they used to be. _ > 3 The press gives us the most effec: tive method of reaching 'the largut known. of the leader writer is not take advantage of our lower prices? Get Pte spring and early summer months at a mateâ€" >riees are lower thart when the orders afe plentiâ€" irned; to business men who must pay wages andl must pay higher prices when business comes [ _ it HAIR CUTTING ~8:80 a..m. to 6 p. m. / After 6:30 by appointment eioe dsP ... New State Bank Building [+.|. :1 ~*> Rooms 8 and 9,°: ._! . ‘ 91. m. to 6 p. m. BEAUTY SHOPPE #} ~â€"___|__. Telephone 65 _ t4 Wb THURSDAY, FVU R S RUG CLEANING & Bevel Plate or Celluloid | Windows, Floor Rugs, > 3354 W. MADISON, STREET ~~Phone Van Buren 452%% THE RELIABLE Li&V: _ PHKONES 178â€"179 Norfila-lanu'-m 4 32 8. First Street ; Repairing, Cleaning a:; Remodeling Style and workmanship Telephone 493