BHE MIRROR THE MIRROR PUBLISHED EVERY FRIDAY TARIO ST., STRATFORD. AT THB FLETCHER JOHNSTON PRESS, 123 ON- PHONB 115w SUBSCRIPTION RATE $1.00 A YEAR Stratford, March 4, 1927 DEAFNESS A BENEFIT SAYS EDISON Edison tells us that with the irri- tating noises of the big cities that everyone will be deaf in another hun- Well, he sure dred years from now. is right as far as those who are here now are concerned, unless he takes into account "It's when we're turned to dust we live." And he is quoted as having said: "That his intellect compels him to believe in the persistence of the in- dividualty of the soul or intelligence of man. Maybe the more important thing is that we walk along the road now in such a way as to deserve im- mortality rather than that we find it at the end of the road. The great inventor takes his own lack of hear- ing very philosophically, as he be- lieves deafness may be a very bene- ficial thing. The inventor, ascribing his lifelong lack of "nerves" and his powers of eoncentration largely to the _ protec- tion from distracting noises afforded by his lack of hearing. "Deaf people should take to read- ing,' Mr. Edison wrote. "It beats the babble of ordinary conversation. The eye is the whole thing, and hearing a very minor affair. Its loss is not worth worrying about." Shouldn't we be glad we live in a peaceful city like Stratford-on-the- Avon, far away from irritating noises which those who live in the cities have to contend larger with. Calls Advertising Necessary. Building good will through consist- ent newspaper advertising is perhaps the essential factor in a merchant's fight to success, T. K. Kelly,' Min- neapolis banker and president of the T. K. Kelly Sales System, declared before the [Illinois Retail Clothiers' and Furnishers' association. "Existence of good will between the average retail store and the customer has taken a dangerous tumble since 1920," Mr. Kelly declared. "Prior to 1920, almost every store had a standing list of customers on whom most of the business. stood. Customers had confidence in their merchants and traded consistently with them. This confidence, however, has slipped because of false advertis- ing, lack of courtesy, etc. Unless the deseent is checked, thousands of mer- chants, clothiers, bankers and many others face disaster. "The remedy that is within reach and what is quite probably the only 'remedy available, is three fold: truth- ful advertising, rebuilding of good will | dramatized that | sale. and regaining the confidence of cus- tomers." The coming year is not as bright as the last two or three from the stand- point of retail clothing sales, Mr. Kelly declared. Because of this, it is important, he said, to take greater strides in fighting for existence. "Two and a half per cent of the gross receipts of all sales should be turned into newspaper advertising. The returns will speak for themselves. At present an English dollar invested in advertising brings a return equal to the return of a $5 advertising in- vestment in America. This condition is caused by the damaging tendency during the last six years in America to tell gross lies in advertising, ex- aggerating the goods to be sold. When this condition is changed, the ratio between English and American advertising will be reversed." Mr. Kelly said some merchants send out traveling salesmen with false sales talks, or who make undue price cuts. "Bvery advertisement should be so the reader will see a show in every article that is for In this connection, competition will be so strong that every ounce of brains must be energized to create new ideas in conducting an old busi- ness--it will be the final example of survival of the fittest." Morris R. Myers of Springfield, president of the state association, in his opening address, urged the sup- port of his organization in getting legislative measures to enforce truth in advertising. He also asked sup- port for an amendment that is now in the assembly to permit the garnishee- ment of wages of public employees. Spring styles this year will run to the extremely light colors, the dele- gates to the conveution revealed. From shoes to hats a harmony of col- ors will predominate, suits being of light graay, brown and tan, under which will be figured shirts and pink and blue underwear. Spats, derbies and canes will also be in the vogue. containing world famous movement in solid or filled gold, white or green gold or platinum. Superbly designed watch cases, Buy your watch here, ---and have the best. Gillies & Emm DIAMOND HALL 25 Downie St. es ] | Free advice on your foot troubles Pains, Cramps or Callouses There ? 32 Wellington St. TENDER JOINT Ux CRAMPED TOES ae ee CALLOUSES ON SOLE trained in the methods of Dr. Wm. M. Scholl of Chicago, will be here Tuesday and Wednesday, Mar. 8 and 9 If you have aching feet, pains, cramps, sensation at the ball of the foot or toes, fallen arches, painful heel, week turning ankles, sore limbs, corns, bunions, or perspiring feet-- you are cordially invited to see this Foot Specialist. He will be pleased to make recommendations, without any charge or obligation, as to what your trouble is and how to relieve it. ROBERTSON'S SHOE STORE callouses, burning Stratford, Ont. Opposite City Hall ee acon a Phone 19 This establishment offers every opportunity for satisfying selections of furniture with the pleasant certainity of surpassing values. Greenwood & Vivian Housefurnishings a Qe SS Py 4 4 eA Ee At DR 6 A: es 2p Opportunity LIMITED 26 Ontario St. -gearcely recognize your room. THE MIRROR oA The Home-Makers Column * * * "WE WANT TO KNOW!" "Color for Bedrooms"--There was time when we talked of a blue room and a pink room but that day is pass- ing. We are beginning to know color harmonies that are outside the mono- chromatic or one-color scheme. When the furniture is walnut, as most of it is in this day, one may use the new wallpapers. Some of them are quite gay. Then selecting one tone from the paper have draperies and _ bed- spread to harmonize with it. A one- color drapery made in simple style has the effect of toning down too gay a paper. But if your furniture itself is full of color--one of the new dec- } orated suites--it would be better to have a neutral background to make the furniture stand out. You are for- tunate this wonderful age of varied produc- tion. "Slip Covers"--A little easy over- | stuffed chair changes the appearance of a bedroom so completely you will Have it upholstered or slip-covered in the same lovely chintz as your hangings --or if you prefer it, a plain fabric of a color to harmonize with one color in the chintz. The chair should be plain if the walls are figured, of course. "Hall Floors' -- For some reason many people spend a lot of money on wall and ceiling decorations in their halls and no one ever notices them. The natural thing to look at when ens tering or leaving an entrance hall is the floor--you no doubt do it your- | self. One naturally watches. one's step! vation. A small mat on a slippery floor can do things to you. So two kinds of floor offer a solution to your hall problem. Rubber tile in four or six-inch squares--very colorful, soft, smooth and smart but also quite ex- pensive; and the same effect of alter- nate light and dark tiles in inlaid linoleum which is very reasonable in price and is quickly laid. Or if the hall is fairly large put down a good big rug of striking desigui. Lift the entrance to your home out of the commonplace. "To Clean Fumed Oak"--Oo not use ordinary furniture polish. Liquid wax is the thing, it adds to the life of fumed oak or "Old English" oak, takes away that gray, dusty look and with just an occasional application gives the furniture a beautiful dull lustre. There are many brands of prepared wax, liquid and paste, sold in the stores. Most of them are of recognized merit. The ones that are best contain more "carnaubra" (a hard bright polishing ingredient), and less paraffin, which is soft and greasy. Good wax costs more per pound but "goes farther." The Homemaker. You can take a day off but you can't put it back. --" = FOR SALE} Strictly modern red brick house, garage, Elizabeth or Box 2 Mirror Office. --_--. -- at a snap. Apply 74 (EVENINGS PREFERRED) eet in buying your furniture in | TRY THE Monarch Bread The Easiest Digested Bread Made UCEUUECHGUCHERGHUEGOOHQEGHOOGORCGUCHECRERURGEEEUROCRVEDRUROREEORIOINE '"'SAVE-ALL" IE PLATE This new Pie Plate keeps all the juice in the pie-- no mussy ovens or gummed pans. Made of alum- inum and tinned metal. PRICE 20c EACH JAMES K. MYERS Phone 162 51 Downie St. SSHEPAALESTRLEDEGEOOREE W. Halstead | Phone 2128w The Fletcher Johnston Press For Fine Job Printing It's the instinct of self-preser- | © Spring Sunshine-- is caught and held -- indeed it is hardly missed on dull days, when the glass curtains are this new silk Marquisette in colors beige, ivory, gold, copper. Prices $1.00, $1.35 and $2.00 yard. Brightly Figured Cretonnes __Gorgeous colors in strikingly de- corative prints--soft tones in shad- ow cloths,--curtains, screen fillings cushions, slip covers 25¢ to $1.90 per yard. Spring Curtains-- Silk Panel Curtains in very beauti- ful designs, soft, lustrous, launder- ing perfectly. Priced by the pair, also sold singly for narrow windows --$4.75 to $25.00 pair. HomeF urnishings FROM WHITE'S Makes rooms as bright as a sunny Spring day. It's a rare room that can't be transformed for the new seas- on by wise buying at a store like this! NEW SILK DRAPERIES Made up in the new way By the use of the smart "Atavio"' fixtures we secure an en- tirely new effect in overdraperies. Adaptable for use on any size window and with any silk drapery. (See this fixture im use in the livingroom of the "Bungalow"'--2nd floor. WANT TO RE-FURNISH . SUN-ROOM and LIVING-ROO The delightful new Fibre Suites, gayly decorated or in quiet shades of brown, gold, coffee, putty -- 3 pieces, sofa, arm chair, arm rocker. Very durable, comfortable, smart- looking. Very smooth, attractive, deep spring seats, uphol- stered in choice of many coverings. 15 00 & Sofa $40.00, Chair and Rocker $17.50 each ,... THE KITCHEN boasting a cheerful and colorful pattern of linoleum on its floor need never know a dark day. Nor is that all! Linoleum covered floors can be kept spotless with half the time and ef- fort required for oak floors--worth considering ! $i 50 Inlaid proves best--good heavy quality, per yd. e BEDROOMS, TOO! There are many patterns of linoleum that prove very bright and attractive on bedroom floors with the help of thick woolly bedside rugs. . WHITE & CO. 80 Ontario St. Home Furniture and Funeral Service. Phone 33; Night 376