Judge, 1905-07-22 · page 12 of 16
Judge — July 22, 1905 — page 12: what you’re looking at
What you’re looking at
This page is primarily **advertising** with a humorous short story called "The Power of Advertising." **The Main Story** satirizes American capitalism and boosterism. It describes how a shrewd merchant named Billington transforms the sleepy town of Skeetersville, New Jersey, through aggressive advertising. By placing ads in a newly-established local newspaper, he stimulates business growth, attracts outside investment, and ultimately gets the town renamed after himself ("Billington"). **The Satire's Point**: The story gently mocks how advertising transforms communities and how ambitious entrepreneurs can reshape entire towns through promotional savvy. It presents this as both impressive and absurd—one man's marketing prowess literally rebrand an entire municipality. **The Cartoons**: Small humorous exchanges accompany the text. One features a poet's lack of culpability ("Not to Blame"), another shows figures in what appears to be a casual conversation ("Settled"). **The Advertisements** are typical of the era: camera equipment, cocktail mixers, footcare products, hotels, and whiskey—all using period marketing language and imagery.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Speed BAUSCH & LOMB PLASTIGMAT ichievement of the lens. fart. Makes perfect pictures re others fail. When fitted with ‘Volute Shutter tun ileal outfit for any camera. ity Plastigmat and Volute when order. ing your Camera. They are supplied ‘ll makes. Catalog free. Bausch & Lomb Rochester, New York, Boston, OES a considerate host serve guesswork drinks to his guests? Of course not. CLUB COCKTAILS are pre- ferred because of their uniformly high quality, and readiness at all times. They’re made from choi- cest old liquors, blended in ex- quisite proportions and aged to perfection. Just strain through cracked ice. CLUB is the original brand—specify the name to get the genuine. Seven kinds— Manhattan, Martini, Vermouth, Whiskey, Holland’ Gin, Tom Gin and York. GF. HEUBLEIN & BRO., Sole Propi rietors HARTFORD YORK LONDON ae HAVE A SMILE WITH ME Three good comic fast Send ten cents in stamy merriment. the Jodge Company, 25 Fourth Ave. New York. ‘You will be sareeably burprised. NOT TO BLAME. Weaver—* Poets, you know, are born, not made.” Sisson—" So it’s not their fault, after all. I'll try to remember that in future.” —Ram's Horn. THE LADLE. believed in Bocker—" Yes; the great dipper."— New York Sun. In a Pinch, use ALLEN’S FOOT-EASE. ‘THE POWER OF ADVERTISING. There used to be a man who lived In Skeetersville, N. J. Who opened up a little store And went to making hay. The country roundabout was good, The people sure but slow, | And Billington, which was his name, Set out to make them go. | The old-time town of Skeetersville ‘Was dead enough to skin | When Billington took hold—but say, | He got a hold to win. He introduced a line of goods That made the people stare, And when they came to take a look They found the prices fair. And then they bought, and business boomed, And Billington did more Than anybody ever did In that town with a store. But what he did was not enough To suit his growing size, And Billington of Skeetersville Just yearned to advertise. He yearned to see his dazzling ads, Glow in the business sky, Attracting people everywhere To come his way to buy. But lo! the town of Skeetersville, “Tis pity to confess, Had never felt a long-felt want To have a printing-press. So Billington turned to at once To see what he could get, And pretty soon the people had The Skeetersville Gazette, And Billington was in it, big; Such: advertising ways Were never known to Skeetersville As Billington’s displays. The old-time merchants saw the ads. Of Billington, and they Began to use a line or two To make their business pay. The town began to get alive, Its shell began to crack, And every now and then you'd hear The moss fall off its back. And outside people on the look For better means to fill Their empty coffers, thought they'd take A chance at Skeetersville. The town was growing good and strong; WILSON WHISKEY THAT’S ALL! Another paper came To meet the avertisers’ wants And spread the city’s fame. The town grewon. No power could thwart The enterprise and will Of Billington et al., and yet They called it Skeetersville, Then Billington broke loose and said The old name ought to g And something be adopted which __ Would let the whole world know/yi/ It was a hustling sort of town, ~ Where things were on the run— And in two minutes Skeetersville Was changed to Billington. —W.]. Lampton in New York Sun. B. Oston—"' Who was the author of Shakespeare?” N. Yorx—'* Why, his father, of course."* UNDER NEW MANAGEMENT The New Magnolta MAGNOLIA: MASSACHUSETTS CHARLES H. MOWRY, WAUKESHA Wisconsin, with its springs of wonderful health-giving water, is the most popular mer resort ia the Northwest — popular because of its hotels, sanitoriums and amuse- ments. Waukesha is on the Wisconsin Central Railway THE ROAD OF Service—System— Safety Ask for Gnely illustrated booklets telling all about Waukesha and ove hundred other resorts. Address JAG: FOND Capea, MILWAUKEE, WIS Free Reclining Chair Care HENRY LINDENMEYR & SONS PAPER WAREHOUSE x ‘and 38 leecker Street Branch W arenas, 30 hieexman sureet Sew Tott ‘ALL KINDS OF ParER MADE TO ORDEE comicbooks.com