• r; • if Jk i^^—l Saturday, December 24, 1921 , • CAPS ilAY STAR AND WAVE Page Three \

Why Hibernate? Have you heard a man asking:: "How do you find Business?" This is the answer: "By going after ft!' S MR. MERCHANT Cape May is a summer resort and during the .summer is so overcrowded that business is just pushed into your doors by the throng. So much so, perhaps, that you have all that -you and your clerks can do. That's when business is good and you advertise. YOU don't find business then. It finds _ But when summer is gone and the rush is over, what then? Do you decide business is going to be poor, stop your advertising and hibernate? Possibly you will say, "I don't need to advertise. I've been in this town for " ten years and everybody knows me." Probably they do, but did you ever stop to think of the sales you lose j because your fellow competitor advertises, or of how much more business you would do if you did advertise? Everybody may know you and what bwiness you are in, but everybody needs reminding continually that you have something to sell (hat ^they need. Advertising today, especially in newspapers, is the greatest business getter there is. ThiB is acknowledged by men who know; people read advertisements in newspapers- They have been educated to do so. Every merchant and business man in Cape May ought to advertise. It will increase their business and build up the city from a summer resort to a year round town- * You remember the story of John Wanaraaker. ■ The first day he was in business his receipts were $24.64. He kept the 64 cents and spent the $24 , the next "day for advertising. We can't all duplicate that, performance be- j cause we can't all be John Wanamakers, but according tb the best statistics j three per cent- of gross sales should be put into advertising. Results will be sure if We all advertise in proportion to our business, and advertise honestly and give service. A newspaper cm bring people to your store or other place of business, but ft can't make people buy your goods. You or your clerks must do that and it depends on the service you give as to how successful 'your business will be ,and what results you will derive from your advertising. v What i4 don^in the big cities can be done right here in Cape May if you wilf show the pep, give service and Adevrtise. MAKE BUSINESS GOOD ' Yau Can Do It Through the STAR AND WAVE WE OFFER YOU the services of a trained advertising copy writer free of charge. Read "What is Advertising?" in this issue.

MUMMERS' PARADE FOR WILDWOOD Every organization on Five Mile Beach and of Wildwood and her sister resorts, is working day and night ' to make the second annual Mummers' Parade at Wildwood an innova- . tton fdr Southern Jersey. Merchants and the committees are . raising a cpnsiderable sum for cash., prizes for competing organizations and individuals and it is certain that at least $2,500 will be so distributed. A special excursion starting from Gloucester City and mnjiing by the way of Woodbury, Vineland and Millville will carry those not makirig the trip by motor. Bridgeton folk . will be able to connect with the excursion at Millville. A luncheon will be served at Awglesea and at the Third W^pJ- Fire House free to those taking part in thq activities. Some of the fraternal organizations are to serve special luncheons to members of their orders. Alt" in all, Wildwood will outdo her | enviable entertainment record in an effor^ tb make every visitor comfortable and secure his enjoyment of the day. , v LOCATION OF FIRE ALARM TELEGRAPH STATIONS Keys Can Be Obtained, in Vicinity of Alarm Boxes 25— Washington Street, near Schellengerte Landing. 32 — Washington Street, near Union. 47 — Washington Street and Madi64 — Lafayette and Bank Streets. 68 — Broad and Elmira Streets. 66 — Pittsburgh and New Jersey Avenues. . 69— -Stockton Avenue, between Jefferson and Queen Streets. 78 — Franklin and Washingtdb Strode. 76 — Howard Street, opposite Stockton Avenue. , 82— Columbia Avenue and Guerney Street. , ' 84 — Ocean Street, near Beach Avenue. 91 — Broadway and Weat Perry Street. - " 92 — Broadway and Beach Avenue. • 93 — Perry Street, near Bridge. 94— South Lafayette and Grant Streets. . 96 — Washington and Jacksab Streets. 97— Columbia Avenue and Decatur Street. 98— Washington and Ocean Streets.

SECOND-HAND FURNITURE Second-hand furniture bought and sold. Some real bargains on hand, including stoves. If in need of household equipment see A- W. HILLMAN, Stock Room, 2nd floor, Excelsior Building, formerly Skating rink, W. - -Perry st. Residence 209 Perry street. Keystone Phone 68-M. . ll-l9-tf-784 Typewriters of standard makes' Star and Wave Publishing Co., — Dry Goods AND Millinery i B.T.HAZLETT . 323 Washington Street Cape 'lay * V. r H|TiT|Tr^ WMKmSSSEEmKM y Builder's Hardware & Household Supplies M. H. WARE it 5f6 Wa,h. St. Kay Phone lli-X *' ' ir Fluted Ice Cream Dishes, 500. fqr $L00, while they last- Star and a Wave Office. ;

The Banker and the Grocer's Boy buy the same Gasoline IF the banker could get better gasoline at any pricey he would. If the' grocer's hoy could buy more economically, he ceri] ' tainly would. \ If either could find a motor fuel that would give quicker starts i in cold weather, better power on steep grades qrfltnore flexible /ASIAHMiMuX and easily controlled power in congested traffic, he'd go out of ' / his way for it. If sopie other gasoline would give -less enrJ»ou trouble or bigger mileage, it would be good .judgment to buy. it. But balanced gasoline excels on every test. Its volatility pro- ' £ Jssasgv i vides quick starts in cold weather. Its rate and completeness of 8H ||||||iji||W I combustion develop maximum power with minimum carbon IIIpmVH' to dilute the lubricating oil, smul the spark plugs and carbonize f valves and pistons. A lean mixture of balanced gasoline assures ' 9 b ggjjjjW maximum mileage and economy. ]H t.| jluij;; |l "Standard" Motor Gasoline is improved, balanced motor*fuel nfi 1 ( |S that gives real assurance, of efficient and economical operation. Wll fffflfWPffl That's why the banker and the grocer's hoy both buy it. U is best for the motorist and best for the motor. |Pk ! ^ You, too, want the best when you buy gasoline. The best is "Standard" Motor Gasoline. With Polarine in your crankcase IB 1;. 1 ajliBti | - ' 'you have an unbeatable combination. . /»E| I f. s STANDARD OIL COMPANY

1 ' i I S531 (Christmas I j-^mhes 'J; 5 IF YOU WANT CHRISTMAS GIFTS,. TREE ORNAMENTS % " 'jf: AXD THE FINEST TOYS EVER SEEN AT THE LOWEST :jf: S 5 PRICES YOU EVER HEARD- A DOLLAR SAVED IS A DOL- V '■&. LAR FOUND . THIS IS THE ONLY PLACE WHER YOU CAN # V CAN GET THE ABOVE. ft i — — - * f g CAPE MAY VARIETY STORE g S " 409 Washington Street 1 - f _ 1 ANY QUANTITY OF ia uy lwgth. widik er tklrlrimeae far f V, arad tin bars ia dor yard to be able to IBa'L* ■ broad offer. We havel r mm OGDEN & SON t CAPE MAY, N. J.

GIRLS' BASKET BALL LEAGUE 1 The high schools of Cape May county have forjned a girls' basketball league with Wildwood, Cape May ( and Middle_jasai^hip representedTuckaboff will probably enteF 'the ( league later. "Ocean'City,jiqt having a suitable homejkJoK.^ill.be un- ^ able to play games a^btner but plan j to meet adjoining higV ? sehobls on j" their own floors^.- Y Miss Helen E- Epps, of Wildwood, |i has been elected .secretary of thei' league and has announced the follow- 1 1 in'g tentative schedule for -the league 1 and for Wildwood- • r' January 6th — Wildwood vs. Wildwood Alumnae, at Wildwood. . January- 13th — Wildwood vs. Ocean ' City, at Wildwood. ; January 20th — Wildwood vs. Cape [ : May, at Wildwood. , January 27th — Cape Mhy to. Mid- : die, at Cape Mdy. ( January 27th — Wpkvood vs- Up-j . per, at Wildwoddr February 3rd — -Middle vs. Wildwood, at Wildwood. ? February 10th- — Wildwood V3. Cape May, at Cape May. . February 17th — Middle vs. Cape i May, at Cape May Court House. j * Fbbruary 17th — Upper vs. Wild-j wood, at Tuckahoe. February 24th — Middle vsr Wild- j r f wood, at Cape May Court House. , THE MOST ACCEPTABLE PRESB EST FOR ANY- MEMBER OF 4 THE FAMILY; For Christmas give your son a copy of "Mayflower Descendants in ■ Cape May County," a present of increasing^value as the years go by. See advertisementUnusual results are the results of unusual methods,

VOLTAGE IS YOUR HEART BEAT? Psychology' is abuut- to acquire an- . Othor mechanical ai(l in its applicaj tion to the investigation of those deep obscure phases of personality with which it has concerned itself ( of late years. ; . \ ,r-^Dreams,- the trend of 'thought as reeled in seemingly simple acts, , 'diseases, and. mafty other sign-posts sito mental conditions have long been - 1 analyzed and studied by psj;cholo- ;) gists in the qffort to gain under standing of the inner man or the in- - ner woman. Now comes a device (which, according to a reoent ahi ' nouncement made by the Bureau of . j Standards in Washington, will mease[ure accurately Jbc liurrtan breath and jthe beat of 'tfie- heart, either under J - eniotion or normal conditions ■- j TOs device involves the use of an. 1 I ordinary 'telephone transmitter and a w ! stethoscope, the electric current gen- , ' | e rated by the beat of the heat being j amplified and connected with a "tele- » e graphone " This telegraph'one. mar- . - | veldusly delicate in construction, rec( cords the bent of the heart in varyI jing degrees of "magnetism. >■> . . Now it seems possible that every ^ |. j shad# of emotion may be detected by ' the measurement of those variations, 'faint or powerful, in the flutter- of \ 'the tell-tale organ which responds s«r* | inevitably to love 'and hate and fear >. and joy. vjEriminology- will find in the device a new tool for" detecting innocence or guilt— and perhaps, a when John grows doubtful o£ the . in reality of Jean's love for him, he v can. satisfy himself by having her y. heart-flutters as she listens to his' , voice measured, sat upon by some board of psychologies! wisdom, "and >f judged in accordance with the amount of electric fluid it registers.