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SHORT TALKS ON l EK I IM(.. No3. [Writton especially for The Register.] The first insertion of an advertisement very seldom pays. That is to say - if you have never advertised before in a certain paper it will take some little time for its readers to get acquainted with you, and until they do, don't exipecijnuch return. Theru are occasional exceptions, of course, but they are few and far between. It is the systematic persistent effort that pays in advertising- as in êVerything : else. In taking medicine the regularity of the dose is almoat as important as the drug itself. For that reason the columns of the newspaper, a live energetic paper like The Register for oxample, offer the very best medium lor business announcements. For that reason, programs and wall hangers and schemes of all sorts, from an industrial writê up of the town toa pietm-e card are never effect i ve. It may bc well enough to indulge in a pmtty novelty oeeasionally. if you are using all the space you neefl in the papers. 1 have been a publisher of programs and of other 'suhemed'!- I have advertiseil in them. and in my whole expci-iènce on both sides of the fenc'e 'I have oever Leard or known of a single advertisement in a medium (?) of that kind that paiij. The Ideal newspapor goos into the house bris'tliufí with intelliyonee. brim fullof the news of the wofld, si.. lenff with the daily ddlngs of the :community. If its advertisers are awake to their opportunities it contains business- news of value to every reader, for it pays to read advertisements. Advertisements are becoming more trnthfiil eyery davj Business men that their nevr must be true, or it will fail - they romomber the story of the boy and the wolf. I think it is safe to say that any woman who makes a business of reading business news - ada. - will increase the buyíng power of her husband 's dollars as much as 2," per cent. I am not sure that the per centage is even greater at my house.