Gloucester Section 
NORTH 
SHORE 
GLOUCESTER OFFICE, 171 MAIN STREET. 
THE ADVERTISING PROBLEM. 
The question of advertising should 
be as much a matter of care and 
consideration on the part of the mer- 
chant and business man as the se- 
lection of his stock of goods. It is 
fully as important a part of his busi- 
ness, and by neglecting or overlook- 
ing it, he is displaying a lack of 
business qualifications from which he 
is bound to be the chief sufferer in 
the end. 
' It matters not what you have to 
sell, if you really want to sell it, tell 
the public, and as the days of- the 
town crier and the equally obnoxious 
handbill are of the past, the most 
sensible avenue of publicity is the 
newspaper; especially for the mer- 
chant or business man whose trade is 
limited to a certain community. 
Newspaper advertising is under all 
conditions the best advertising. Cir- 
culars, booklets, programs and the 
like are vastly more expensive than 
straight newspaper advertising, and 
certainly much less effective. 
In many cities the merchants have 
entered into an agreement to cut out 
programs, books, directories and ad- 
vertising mediums of like nature, and 
in most cases the agreement is very 
strictly lived up to and its beneficial 
results are most marked. The so- 
liciting of advertisements for pro- 
grams issued by social organizations 
is a species of “hold-up” and is so 
regarded by the merchant who in 
most cases lacks the moral courage 
to stand out and say “No” when ap- 
proached by the solicitor. He does 
not advertise with the idea of gain- 
ing one single dollars worth of new 
business but is simply afraid of los- 
ing the goodwill of the organization 
that solicits his advertisement. In 
union there is strength, also courage, 
hence the merchants associations that 
have been formed in different com- 
munities looking to the abolishment 
of program advertising. 
Such an association would not be 
a bad idea in Gloucester, for the 
merchants of this city have certainly 
fallen easy victims to all sorts of use- 
less advertising schemes, not only to 
their own loss but to the detriment 
of the legitimate newspapers that are 
published in this section and that are 
engaged at all times in furthering the 
best interests of the community. 
Let the merchant think over this 
matter and remember that even as he 
displays care in spending money for 
the stock he expects to sell the public, 
so should he exercise the same care in 
selecting for his advertising only 
those mediums that will bring him 
back a profit on his investment. 
SuNDAY CLOSING OF Post OFFICE. 
The announcement that  Post- 
master Brown has decided to  con- 
tinue permanently the practical clos- 
ing of the postoffice on Sunday will 
be received with approval by the great 
body of ) Gloucester) citizens: 7p 4 
month’s trial has convinced the postal 
authorities that there is no great de- 
mand for Sunday mail. 
According to the report of Post- 
master Brown an average of sixty 
persons called for mail on Sundays 
during the period an account was 
kept, and of these, about fifty were 
church people who dropped in after 
service and called for mail more as 
a matter of habit than because they 
expected any important letters. 
In order to accommodate those 
who do expect mail of importance 
Mr. Brown will upon written notifi- 
cation delivered to him not later than 
eight o’clock Saturday night, open the 
delivery window between twelve and 
one on Sunday for the delivery of 
such mail. Box holders can secure 
their mail as usual from their boxes 
during the noon hour on Sunday, and 
those who regularly receive their 
mail through the general delivery 
window can do so as usual Sunday. 
Patrons who are on delivery routes 
will also be allowed to rent boxes for 
Sunday only if they have an urgent 
desire to receive their mail on that 
day. 
It is not believed that the new rules 
will inconvenience anybody and it will 
relieve the carriers and clerks of a 
large amount of extra work and will 
allow them to have Sunday as a day 
of rest. 
BREEZE 
L. F. WILLIAMS, MANAGER 
THe First MACKEREL. ; 
The first good trip of mackerel was 
landed at New York on Monday of 
this week when the Schooner Clin-— 
tonia, Capt. Ralph Webber, came in 
with 5500 large fresh ones. ‘This 
practically opened the season of 191T, 
for with the exception of a few small 
fares and what the netters have 
landed, the southern mackerel fleet 
have done almost nothing. 
The season is getting pretty late 
for southern waters and already the 
seiners are fitting for the Capt Shore, - 
It is not too late for the fleet to re 
deem its fortunes but even the most— 
sanguine hardly expect that it wil 
Mackerel fishing or seining as it 48 
more properly called, is on the wane, 
This year a smaller fleet than usual 
went south and the old time fares” 
that were wont to enrich captain and 
crew are now unheard of. 
Whether the mackerel will ever 
again be caught in large quantities 1s | 
a much mooted question. The best: 
judges say not. ‘They attribute ft 
scarcity of mackerel on this coast tf 
the ravages of the dog fish whie 
has become more and more of a pé 
with each succeeding year. 
If some means can be devised | 
ridding the waters of the Atlantic ¢ 
the dogfish, it is probable that tl 
mackerel will once again multip 
with sufficient rapidity to make sei 
ing a profitable industry. 
HamMonp’s CLASH WITH THE LAV 
YERS. . 
John Hays Hammond, Gloucestet 
most eminent citizen, has lost no 
of that impetuousity of spirit 
willingness to “mix it’? with his 
ponent that won for him a worl 
wide reputation fifteen or twem 
years ago when he was living in ft 
Coeur d’ Alene mountains and lat 
on in the Transvaal. 
Indeed, to judge from the repot 
of the trial brought against him = 
the ex-Cotton King, Daniel J. Sul 
which is being held in Washingte 
Mr. Hammond is still able to hold 
own and as usual managed to cai | : 
off the honors in the several li 
