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TROTH about ADVERTISING By CHARLES B. ROTH •HERE COMES THE QUEEN 1' I WAS talking in his office with a man who is head of a large store. X was complimenting him upon the extraordinary courtesy and service • wcwnar. told me she always received in that store. -My friend says that your salespeople t r e a t her as though she were the queen." I explained. "Come with me," the executive said, and left his chair, and started downstairs. "I want to show you s o m e thing." I followed. He took me behind the counters. He pointed out neatly printed white cards pasted up at close intervals throughout the store, where the clerks couldn't help seeing. I read what they said. 'HERE COMES THE QUEEN!" "It's our slogan," the executive explained. "Yes; it's more than a slogan. It's our watchword, our business policy, to treat every woman who enters the store, as though 'vche were the queen." Charles Roth I happen to know that this policy has paid handsome dividends to the store. As I think it over, however, only in form and expression is that policy different from that of every other organization which advertises for your trade. All have to treat you as though you were the queen--or the king. \ Anyone who has been buying much in the stores will tell you that the treatment received frpm clerks is vastly different from what it was years ago. They are more considerate. They are better informed. The reason for this change is that they have the ideal which advertising has created in their minds, and to this ideal they must conform. All over the country, in every newspaper, advertisers are vying with one another in telling 'the story of their products and in improving their products to make them more acceptable. Their desire is to produce something fit for the queen--or the king-- and their advertising sets up a standard to which they must strive. In the process you get the best products and service it is possible t o p r o v i d e . c - . ' 0 © Charles B. R6th. * Woman for President? "- r Wilhelmina Wellsandt of Cheney, Wash., is not only a seamstress but a veteran politician. She has announced her candidacy for the presidency of the United States, according to the American Magazine. / Appilaehiaa Trail The Appalachian trail extends from Katahdin, Maine, to Mount Oglethorpe, Ga. In its 2,050 miles it traverses 14 states, two national parks, six national forests and 20 state parks and forests. ^SNAPSHOT GUILD CHOOSING THE BEST VIEW Here, the back view Is most effective. Study your subject, and select the •' > best view for each shot. MOST pictures--especially those of people -- show a straight v . front view. But this is not always best Often a diagonal or "quarter- : Jng" view, a side view, or even in A some cases a back view, will yield a more effective picture. * *' In a picture of a building, for example, a front view is rarely best. • *<5tand to one side--shoot "on the diagonal"--and you will generally 7^ obtain a more satisfactory picture. ,_ Y ' Many landscape pictures include ..»*• a road or path, to lead the eye into jfr'-V. . th<> picture. Some snapshooters -j. stand right in the middle of the road !\ to take such a picture--and this is 1 the worst possible spot. Move to one side and shoot. Then the road will lead in trom the corner of the scene--and the picture will be improved. Take a picture of a person facing toward the camera, and he is likely to appear somewhat self-conscious or "camera conscious." Pose him in profile, or at a 45-degree angle to the camera, and the effect of selfconsciousness Is reduced. ~ The picture of the small boy with his golf bag is a fine example of a wisely-chosen back view. The story is perfectly told--but if he had been walking toward the camera, it might not have been. Chances are he would have grinned at the photographer; and certainly that air of determination . would have been lost. Keep this in mind. Study your subject--and choose the best view for each shot. When In doubt, take more than one shot. That's safe practice, and It insures more good pictures. John van Guilder ufldqiumfntiur rnn iWtrTM/nfVl IUIB (Central Standard TimeW '» Churjf Masses: 1 Sundays: 7:00; 8:80; MhSO.1- , Weekdays: 6:46; 8:00. First Friday: 6:30; 8:00. ^ Confessions: Saturdays: 3:00 p. m. and 7:00p. m Thursday before First Friday. After Mass on Thursday, 3:00 p. at and 7:00 p. m. MS«T. C. S. Nix, pastor. St. Patrick's Catholic Chnrtk Masses: Sundays: 8:00; 10:00., Weekdays: 7:30. : , First Fridays: 7:80. ^ t . On First Friday, Comn»W*k>« mkt tributed at 6:30, 7:00 and before and durinsr the 7:30 Mass. Confessions: Saturdays: 4:00 to 5:0^ p.m. and 7:00 to 8:00 p. m. ( ( Thursday before First Friday: 4:00 to 5:00 p. m. and 7:00 to 8:00 p. m. Rev. Wm. A. 0"Rourke, pastor. St. John's Catholic Church, Johnsburg Masses: Sundays: 8:00; 10:00. ://- / Holy Days: 7:00 and ^ Weekdays: 8:00. First Friday: 8:00t, * """ r~" Confessions: ' Saturdays: '2:30 ^ Thursday before First Friday: 2:1 and 7:30. Rev. A. J. Neidert, pastor^•.£ Community Church > Sunday School: 10 a.m. . Morning Sermon: 11 a.mi, ';j?K Epworth League: 7:30 p. m. •* f Rev. A. W. Blood, pastor. j-'" Lutheran Evangelical Church Sunday Service: 2:15 p.m. Rev. Herman P. Meyer, pastor. St. Peter's Catholic Church, Spring Grove Masses: Sundays: 8:00 and 10:0$. Holy pays: 6:30 and 9:60. Weekdays: 8:00. First Friday: 8:00. Confessions: Saturdays: 2:30 and 7:15. Thursday before First Friday and 7:15. Rev. John L. Daleiden, Pastor. 2:30 ANNUAL TOWN MEETING Notice is Hereby Given To the legal voters, residents of the Town of Mc- Henry in the County of McHenry and State of Illinois, that the Annual Town Meeting of said Town will tajje place on Tuesday, April Second, A. D. 1940 being the first Tuesday of said month at the hour of 2:00 o'clock P. M. at Precinct No. 3 in Buch's building for the transaction of the miscellaneous business of the said town; and after a Moderator having been elected, will proceed to hear and consider reports of officers, to appropriate money to defray the necessry expenses of the Town and decide on such measures as may, in pursuance of law, come before the meeting; and especially to consider and decide the following: . • " Given under my hand at McHenry, 111., this 12th day of March, A. D. 1940. M-J-WALSH, Town Clerk. Vwic« T o l d jr#lejy's Items ef later--* Taken the files of Platadealss of Tean Ag» TWENTY YEARS AG0 COIfORS^OKAL VIBWB by Congressman Chauncey W. Reed I • . Santa Clans Again ! Recent disclosures that our nation's latest and fastest war planes and I aviation secrets are being sold and 1 given to foreign nations to the detrij ment of our own national defense and ! air expansion program have stirred up I a storm of protest which is rocking I the nation's Capital. Members of Con- I gre'sg are incensed on /learning that 1 our military secrets are being turned over to foreign powers as soon as they I are perfected. Congressman Harter j (D) of Ohio, Chairman of a House Military Sub-committee has announced iRe-wtring and the installation of a J that shortly he will begin hearings in new system of electric lights are im-1 an attempt to learn why the War provements that Are now being installed in the retail ice cream parlor conducted by Chas. Unti, in the Barbian block in Centerville. Department officials have approved release of a new Curtiss 400-mile-anhour pursuit plane for foreign purchase. Certainly our own national de- Albert Justen will enter the employ fense and our own national welfare of Math Freund, the Pearl street should come first. It is unfair to the blacksmith and implement dealer, next j American people to expect them to pay large sums of money for research and development of aircraft and then when new inventions are perfected to have them turned over immediately to foreigners. Apparently we are to o , . j . c . , . . . b e t h e o n l v n a t i o n i n t h e w o r l d t o Sometime during Saturday, night a . n MiHtary secrets Our encibDrreeaaku imn tthn^e ww&atteprr gMaftaees ao+t ttfniAe mmiillll -neerg and scien^ti sts labor to perfe^c t could be "repaiZml ,on MMo6nJd ay m orTt of,, i n s t r u m e n t , t h a t w i l l . i d o < l r n a t i o n ' , and „ 8(M)I1 M thcy have com week. The most of the roads are again becoming passable is noticed by the increasing number of machines seeh in town daily. Byjokm Harrry Furbay, PkJ>. GENERAL PERSHING WAS NOT HI DURING the water had passed out and down tl$ creek to the river. THIRTY YEARS AGO Butter remained, firm at 31 ceiits on the board of trade last Monday. Fox river has again reached its i tion in their hands ? pleted their work, foreign powers are allowed to reap the benefits of their labors. The United States is again playing the part of the "Ever Benevolent Uncle Sam." When! Oh, When! will our own welfare come first with those who have the destiny of our nahigh water mark and a more beautiful stream of water cannot be found anywhere at the present time. Latest iSitatistics < According to the February issue of the Monthly Digest of the Bureau of rented and already taken possession of the Washington hotel at Elgin. Mr. and Mrs. Alonzo Bishop and the former's mother, Mrs. Julia Bishop, left this vicinity last week for their new home at Medford, Oregon. B. Mueser, who during the past year Labor Statistics, employment, in genhas conducted the Riverside hotel, has j eral, excluding Agriculture, decreased in January 1940 as compared with December 1939. The decrease was 1,- 160,000. In manufacturing industries, both employment and pay rolls decreased jr. January. During January 1940 there were 8,017,000 employed in all manufacturing industries with Vireekly pay rolls avergipg $186,156,000 n v n s_ • ' • or 8 decrease from December 1939 of '*• Granger treatedhum 200,000 in the number of persons ember of her lady friends to a sleigh j ployed and a decrease of $10,500,000 ride last Friday afternoon.^ j jn the average weekly pay rolls. In At a meeting of the Willing Work-1 non-manufacturing industries the outers held last Thursday afternoon, at standing general changes were the the home of Mrs. C. C. Chapell, the' seasonal decline in retail trade and following officers were elected for the: the expansion in the anthracite min __ Mrs. John I FORTY^YEARS AGO Virnon J. Knox, Attorney NOTICE OF CLAIM DATE Estate of CATHERINE HILLER, Deceased. Notice is hereby givten to all persons that Monday, April 1, 1940, is the claim date in the estate of ' CATHERINE HILLER, Deceased, pending, in the County Court of McHenry .County, Illinois, and that claims may be filed against the said estate on or before said date without issuance of summons. WILLIAM J. HILLER, BERNARD L. HILLER, 1 , ' Executors. .(Pub. March 7 - 14 - 21 1940) 42-3 k Motto of Justice The department of justice has ft motto which is one of the curiosities of legal literature.--fit is in Latin-- "Qui pro Domin» Justitia Sequitur." Like most mottoes it is traditionally enigmatical, but this one exceeds all others for the meanings that may be extracted from it. Dean Roscoe Pound of Harvard law school translates it as "Who prosecutes on behalf of justice." Reverdy Johnson, who was attorney general under President Taylor, gave the motto to the department and died before anyone thought to ask him what it ^ant.'^-T'--V" . . 1 ing. Employment in the regular fed- Mrs. Lewis " H.! era] services in December 1930 aggreensuing year: PS-es., Story; Vice Pres., _ Owen; Sec., Mrs. C. C. Chapell; | gated 1,416,586. This figure includes Treas., Mrs. W. A. Cristy. | 421,245 in the Military. As compared The senior class of 1Q00 has pre-; wjth December 1938, total Federal ?msented to the school a steel finish en- pioyment had increased 11.8 per cent. graving picture of our presidents. A number of our young people were 1ft Ringwood to attend the party given in honor of Miss Winnifred Grimoldby last Friday evening. FIFTY YEARS AGO Gen. John J. Pershing, who rose, from humble circumstances to high fame as a military leader of his country, was npt actually in highest; command of thfe United States army during the 1914 World war. His actual title was commander of the American Expeditionary Forces in Europe, and it was not until 1921 that he was appointed chief of staff of the United States army. Soon after the end of the war he was made a "general." During the war Peyton G. Marsh held the same rank as Pershing, but, as chief of staff, was, actually Pershing's superior. (Public Ledger-- WNU Service.) £My aJS[eighbor • Says Salt will'put out fire in a chimney or gas stove oven. \ • • • • v / . A small pinch of soda added to salad dressing will prevent it from curdling. • • • Send soiled neckties to the laundry to be cleaned. It costs vny little and they look like new. • • • • *3, Snapdragons give a greater profusion of bloom if the seed is sown early and the young plants are pinched back once or twice. " ^ • * * If you are looking for something rather interesliiig, try some of new double pyrethrum. Lady Dawn is old rose, Lady Garnet is a red, and Lady Sylvia is a creamy white (Associated Newspapers--,WNu Service.) QABBY GERTIE During the week ending February 17 wholesale prices decreased to the lowest point in five months. In spite of recent reductions prices were 2.2 per cent higher on February 17, 1940 than on February 18, 1939. Living costs were 0.6 per cent lower on December , , .u, , „ . 15, 1939 than they were both on De- Our pubhc school will dose on Fri-; cember 15, 1938 and September 15. day of this week for a two weeks' vacation. The*e will bet an Easter Concert at the Universalilt church, oh Easter Siunday. for which an interesting program will be prepared. We are sorry to announce another failure in our town this wfeek. the firm of Althoff Bros. 1939, but were 0.2 per cent higher than in March, 1939. Our Rights Must Be Preserved Although Secretary of Commerce Hopkins has offered a so-called compromise plan whereby American citizens will be permitted to answer the "snooping" questions pertaining to personal finances which will be includ- C. T. Eldredge has been confined to E(J JN this years census, by sending in the house and has suffered terribly their answers in unsigned sealed enfor the past two weeks, witji his eye, j velop°s to the Census Bureau. Conwhich was injured about a year ago.' SIXTY YEARS AGO Although she fs oirfy thirty-five, Mrs. Fred Goddard of Salmon, Ida., recently gave birth to her thirteenth child. ' W. W. Watermann has about 2,000 bushels of corn in the ear for sale. Price $10.00 per ton. Ladies' Cloth Foxed' shoes, good quality, 95 cents, at Fitzsimmons and Evanson's. ,Do not fail to go to the Riverside Hall on Friday evening and see the most wonderful man now traveling-- J. Randall Brown, the celebrated Mind Reader. Mrs. E. H. Howe has just returned from the city with a full line of spring ihillinery. Call and examine thope spring felts. Consult the gressional opposition to this invasion of Constitutional Rierhts of American citzens apparently has not lessened. Recently, and before Secretary Hopkns announced the so-called compromise, the Senate Commerce Committee anoroved .by a vote of 9 to 7, Senator Tobey's Resolution which suggests that the questions nertaining to citizens' income and financial condition be deleted from the census. Despite the Hopkins compromise it is expected that an effort will be made in the House to force a show down on the issue and nlace the members on record as bein*r for or aeainst "government prying." Apparently Secretary Honkins was well aware that the American neople would not submit to these auestions without puttirne up a fight. Our Constitutional Rights must be preserved. •;T' V ; -- *' Houses of Salt • Rait is so abundant in the Salt desert of Tamarugal, which is in South America between the Andes and the Pacific, that great blocks of it are used to build homes for the workmen who are engaged in recovering the million^ of tons of saltpetre which exist there. HIGHLIGHTS IN THE LIFE OF rtlCHARD J. LYONS A.Native Son off Illinois SFlKE OTHER SELF-MADE AMERICANS, ICHAR.0 J. LVONS, OF LlBERTVVi l\JE, CANDIDATE FOR REPUBLICAN NOMINATION FOR GOVERNOR, HAD UTTLE OPPORTUNITY TO PLAY IN HIS VOUTH. HE STARTED WORK AT 1\ AND NOT UNTIL LATER VEARS DID HE HAVE M0CH TIME FOR RECREATION. ©OW AT 45, A BUSY PUBUC R6URE HE OCCASIONALLY FINDS TIME FOR GOUP -- AT WH\CH HE UNBLUSHINGLY RANKS HIMSELF AS A 'DUFFER' BUT NEVERTHELESS PLAYS THE AVERAGE 6AME TYPICAL OF OTHER BUSINESS OR PROFESSIONAL MEN. ©URING THE TIME HE WAS BUILDING^ SOUND, CONSTRUCTIVE RECORD AS A MEMBER OF ILUNOIS HOUSE OF REPRESENTA TIVES LYONS ALSO FOUND TIME ID BECOME I INTERESTED IN RSHINS, WHICH HELPED AFFORD HiM FIRST-HAND INFORMATION Ol CONSERVATION PROBLEMS. 'ri CI IS OWN LACK OF RECRE* TUNITY AS A BOV HAS MADE HIM A STRONG SUPPORTER OF ADEQUATE PLAYGROUND FACILITIES IN POORER URBAN AREAS AND OF A STATE CONSERVATION PROGRAM ASSUR.IN6 F15HIN6 AND HUNTTN6 FOR ILLINOIS PEOPLE. t "A vamp used to have a wicked glint in her eye--now she has it in her hair." ATTRACTIVE CHAPEAU Phone 608-R-l , v. One Mile South of McHenry on EouW SL -•-I'-, %h-' Flowers for &I1 opeasions) Phone 48 •M# '% •• V • VERlfOlf J. KNOX ^»i ATTORNEY AT LAW 1 • '. ^ Bid«. - OFFICE HOURS - ^ , Tuesdays and PHda|#' " ; Oiler fiaytt |qr Appeintmt 'v ,J McHenry - , . . .1* / PHONE 1^ ill. SATIJ^ dentist • V?;- Office Hours M2 and 14 Eveniiqs bp App<rfntaMnt Main Street W:. W. McHenry XL ; r 'X A'; \ A. P. Freund Co. Kxcavatin* Contractor • • - Trucking, Hydraulic and Ortti Service --Road Building . ^ Tel, 2d4-M McHenry, al Horses Wanted I BUY" Old and Disabled I -- Pay Troin 55 tc, - ARTHUR W. WERRBACK Phone 444 335 Hay ward Street Woodstock, 111, PIRS AUTO INSURANCE mi R. FARM LIFI Fru--Ung .'tv Reliable Ctompan^fl When you need insurance of any 'kfal Phone 43 or «1-M Priee Bldg. 'Jl. McHaniy M0HEY TO LOAN I have clients who have aeasp to lend on first mortgages on real estate and others who want to borrow money on real estate. If interested either w«y, I will ho glad to talh it over with you. Joseph ukegan Nati N. Sikes Wa National Bank Dldf. 4 S. Genesee St., Waakefcan, 111 TEL. MAJBSHC 1M m Telephone, No, 3P0 ' ' -si.' ' \ ] StofrtllA Insurance agents for aM classed <i| # property -in the best companies. ^ MeBENflT ' ILLINOIS S.H. Freuod & Son CONTRACTORS AND BUILDERS Phone 56-W McHenry Our Experience is at Your Servife in Building Your Wants This stunning chapeau is in fine navy blue milan. The right side of the brim, which is bound in selfcolored grosgrain, is tacked to the crown, where a natty satin bow is set. After fire destroyed his house, W. R. Hopkins of Almeda, Texas, made his water tank over into a two-story home. Gas Gas All Tine Mrs. Jan. Pillar nyi: "Gaa on my stomach wa* BO bad I couldn't eat or sleep. OU even seemed to press on my heart. Adle-' ' rika brousht me quick relief. Now. I eatt as I wish, sleep line, never felt better.*> A D L E R I K A THOMAS P. BOLGER, Druggist. Charlie's Repair Shop ft wthsaat corner of State on Charles Street • • ' • -j ' Sign Painting Truck Lettering Furniture Upholstering and Repairing CHARLES R1ETJBSSL PIMM 191, PETER PEEVE (WMU Service) KENT & COMPANY AO Kinds of I N S U R A N C E Placed with the moat reliable Companlse _ Dime in and talk it PhoM McHenry 8 X-Rv DR. L. B. MURPHY DENTIST » «.«.«•* pern.