V
1 .
2
FRIDAY, MAY 6. 192V
LA GRANDE EYENINQ OBSERVER
PAGE THREE
Advertising as a Batik Msset
years lir n;lv.TilsliiS luix 4t$-wJi$I SMr?'. ":":. iSKIk n -.iV?S
B.FRANCIS H. SISSON,
Vice President .Guaranty Trust
company of New York.
most Inli'rost-
"litiient nf iho lustl
mlviTtislii:: liu
hivn the (1i'vHniiiiK of ml-
Yerilslii" by tin -iul lintllutlniix.
It tfus nut so Iiuij; iii-'o lliat'llio
bunks in tills rniiniry, following tliv
(fXWini'li's sut liy tli KiikIIxIi hunks
rml lontliKMituI hunks iii'iuTiill)',
looked upuu advertising us umllj;-
ElnViL
'J'iicre nre spvituI Institutions In
Now York today that spend eloso
to l.ulf a million dollars a yeur in
!lulili iy of various sorts all a de
velopment of the hist Ave years,
ur.d It Is significant that the Institu
tions that have had that courage
und vision are the institutions
wliiuh are today leadlliK the llmm
clul world In. tli in service rendered
and protlis made and In crowtli.
Now, that Is Just one side of the
picture which, perhaps, will five a
'Letter Idea of the hanking uttltude
towards tnlitlcity and advertising,
end it Is rapidly developing and has
bteii, for the last few years. lint
uti oven more sinilicant dovelop
nipi.t lia.s hen ;he Inclusion of od-t-riNiiiK
toed will as a haukahle
ussi-t in (he credit ollices and the
credit hraiiches of every inrire
tumm-lut' Institution of New York
and In tnnst of the large centers. 1
; could cltt; you many Instances- of
the vis, Me manifestation of Unit
state of mind. For Instance, last
winter a certain company was
bought hy a little group of bunkers
und refinanced. At that time there
were -visible assets of ahout five
million dollars, tihernlly npprnlsed,
but the owners sold the business to
u very eonsetvatlve i;roup of bnnk
ers for twenty-flve tnllllon dollars,
and In turn that group of bnnkers
passed the business very largely on
to the public, which willingly paid
considerably more than twenty-tive
million dollars for It. ,
The fact Is that anywhere i.om
tweuty to thirty million dollars In
the final sale Id that particular
transaction was advertising good
will, and It was trented as such by
the shrewdest financiers In this
country In appraising the value of
that property and refinancing It for
public consumption, "
I might go down thiugh the
whole range of Ainerltmu business
eOUSATIONAL MCrT'NO ) WOAMCRS IN A
bi AMERICAN INOOSTRIAL B ANT INOuS
TRIAL PUOOCiry l$ COIKO FAP TOAHO
MINCING ABOUT Rt ASOMAD-.f cOUPiUAl ION
WITH LABOM.
interests nnd cite many Instances
of the same generul character. The
progressive and Intelligent banker
today, as be sizes up the balance
sheet of any Institution, tnkes Into
consideration In a very large de
gree the earning power, the diame
ter of the men Included In the or
ganization, the ownership of the
business and the prestige and good
will that have been crented for It
by on Intelligent promotion elToit.
Advertising as It Is understood
hy the hanks today has tnken on a
very much bronder scope than a
mere selling effort. A great ninny
of them conduct very elaborate ed
ucational campaigns and approve
very blghly of the educational cam
paigns undertaken by their, clients.
And that lesson Is belns driven
home. I bad the opportunity of
rending recently a report from one
of the Important committees of the
American Bankers' Association rec
ommending thnt the Amerlcnn
Bankers' Association as an associa
tion raise a large sura of money for
a three years' campaign to edncnte
the American people npon Impor
tant economic truths first, the ne
cessity of thrift ; second, the neces
sity of social nnd political stability,
and third, the service that the bnnk
renders the community in ull of
its ramified efforts.
Now, that educational wo. Is not
altruistic entirely or even In a lurge
part, uor instance, take this rail
road sltnntlon Itself.' The few mil
lions of dollars that wore spent in
railroad publicity resulted In an In
creased valuation for the railroads
of hundreds of millions of railroad
securities. You can see It written
,TAAX&!eniNG(f mint Fan
3HAUUC pnc.ccrti, am
UMfKl.CPVO '.EC'lONOir
CAUF-JMNIA- rn PUBLIC I
Bwll.'Tna .lAtV 15 fUPObY
TuMIO MSMATUAAL lt
SC.UII.itC INTO TANGiALC
, . W1AI.TM.
on the rlbf side of the ledger of
every rullriiad In the L'uited States
today.
1 believe that advertising men In
the various technical activities of
the country can do u great ileal In
the furtherance oT such productive
advertising .along educational lines.
For Instnni'e. how closely In touch
with the great labor problem and
how llnpiuiulit It Is Unit there
should be a hMter understanding of
tho elements that' enter lulo that
labor problem and how Impoi-lnnf It
la that there should be a belter nn
derstnndlng for the sake of our
whole' business future.
And thei-e Is Nnolher llelii winch
is vastly Inipiiiy.iut to the American
people today. That Is the Held of
foreign trade. The iib.vsnial Igno
rance of the American .people about
the .Importance of export trade in
their business future fairly terililes
me when I get nut Into the country
and get In touch with the Average
business man and worse than te.-rl.
fles me when I meet the average
mnn and the average fanner, and
yet the wheat-raiser of Hie NorHi
west and the coiton-grower of the
South and the cnttle-ralser of the
far West should all tie as sim-erelv
and deeply Interested In the deveb
opment of our foreign maikeis as
the Industrial representatives of
our business community, mid we
have got lo drive flint lesson home
to the American people. We have
got to make them see that Ameri
can prosiierlty Is absolutely depend
ent upon the protection and expan
sion of our foreign trade and that
unless we can market our surplus
production, unless wo can keep the
markets of (he world open to our'
goods of every description, we are
not going to have the prosperity at
home to which e are entitled.
BIG GAME HUNTERS ARE PLANNING FOR THE LONG TRAIL " '
THAT LEADS TO YUKON'S UNSPOILED HUNTING FIELDS
if ' - -
rTMt -
CF K-'ilHTV
OF BAjiGDx;
biAn-LihE - niC u-uLt-j mw I LKb TJ I Uc YUKON
r lr
Are vou Dlar.n nw in hunt
turn iti the VuK-n Our st-as-or. '
If 0. ha n; -fii'PK-'l V l
jruid:i? If vuu Ita v e no4. l"s 1,0
. Bore time in ilcii so. (.i;:.hf nr
nt too fc!ntifii! in "(h- f?r n -r'h
arid lfth truuif hi-I trMnrHttn
art IwiriK tnukt'ii I v .uii,it (ji.-ir.
to ttf the b -tfir! I (f 'N! 'tT-
t..at have time to i IV ? .i-;. A
i,.rt l.a ru.- iul fr-tm
of Vukon's U st r; .w;. iiunit-. lo
the t-rTit Wit -r rtf ni-.r--
lit nttf f :!, t-vtr:ft,i km-,
are rn' in rn irn:tt 1 : r. v
i:t two pr,ftiaJ d;?'J( if..
!. K!iariH White Kiver ami .h.
rrtt..r. 'i, !;,t
-if e?r i nu.tr .fro- Wi
Hut. SMi!!itt Ji-'ru-l 15 r-
f - l u ll-vUJ i'tc, tL Ah.
...er wjtnl.v Uv .anil Ouilitt int utnt.ef ir hinifd IntmtdiriK par
niv t'v dune ;M White (Jurs Sotiw jt cr should t-ont rri for ervice at
I. htfrit t.f iit ttlotiir thir own nut jcmlv t po.it.fe Huntinii in the
'"u rf'.n uni tft'iMiriif hut i hi- ! nkt.u ir an e i'r-ive wwrt. juI
.iiini'i-sarv as ukon oui fit iTf 1 rt.i nutkei it all the more attrac
tive 10 the ii)'.rtm"i u ho can af
ford it, I ht lirr.ited number uf
t" a ' I" iti'f whr. l fiecl.
nd ;r r-a to fur.nh H ltr
'i-Jruti 1'f-rrifd hv the i;iim
'-(. af'( hr: K'j, rrKT'titf $!'U. rt
Me i.a White Ifhr;
i'r'.ili fifty to siv d: r,itir t-f
t!''iu-t Tu,- fhf huntnp inp. Ai.v
ihir.a ui.dei fif;y (tas 'it-mand? a
n: nr..rli.,Iy- .. .. .f h...iU
h'intri hii v:t t hif vast, rirb
r tin'fv nre to tfpt ood hai
H:id yi&i'1 emnniiimJ frmn 41 Um
tKr Hny nhde sf(nd iruides,
col f. cw.t n en arid hrll'n Kt
f(in it, fit uer ditv 1 he coat
a Y:jkn huntint; 'np will total
tit wUiHum n, iai,4,ijt niiMtw. Le: from S:.;mi to f. ,.( i f.r a ftftjr
mi ffivep. y Mits tiy he irutu-n ! :dav!ip. Tin ,um in. of course,
mufctn;: W.n side : t to the par ,-cltjrive of o-t of fir.inrtatioo
ootUr h:iun:s they Tavor. I'leni in re;;thiiii thr Yukon, which In--:l
:..; f!-h;(. tuny be tijuvd n : rliid-a a tlir- and one -half dSvV
-thr trip ixrvaife hv av of the lail
ytkoii vui ka hue no iuper iori. f n '.i"e arorjt the cuail BrititU
a! i.k oUief, ctw:t Uiiiig, their J toiuiuhia,
: .. . "
And
Chamberlain's Tablet rr-Mild
(Jentle lo Effect,
r OO
The laxative effect of Cha'uWUin's
Tablets is so mtlil nnd gentle that you
can hardly reulite that it has V'eu
proilui0l by a nieilicine. aJv.
PleaseS'ote Ajowtt I'rift-s.
AI Cain sys: Sugur is ceafl, milk
is cheuper. plain cigum is cheier.
Hence: You vftll note hisf rices arc
us follows froi'Ais .time on at ?lie
Palace: ;
lee Crriun,"by th pint . . . s. , . ..SO.-
Ice Cream, .by the guart . 6t'c
Ice Cream, plain, by the dish Itk-
Ice Cream Sundaes ............ l.H-
Ice Cre'im Fruit Sundaes 'illi.
Krvsh Strawberry Sumlr.es . . . . 2"u-
Fresh Strawberry Sundaes with
Whipped Cream . . ., Itk
Ice Cream Sodus ,..'.;. , . , . 1,'ic
Palace Confectionery Co.
:
Head -the adverlislni?.
fj!lOI
Jf!Y-X
V v i-V
ad 1
-A3
TOM
NOT
CIIAXII'
ON AHA.MS
KXilXfi.-
N l HARKY W BKfil
A Ell B ', . T II E.
HKY Wll.l,' KG
I'K SATl'llOAY
O O 5.B.
III i "'"tll
I II1IU
l.ll.fil t;o.
O ' o
e This is a rheuiOatism of iho tUAih'K
if the back. It comes og KudtU'iily atul
and in quite painful. Kvery movtM?iont 1
aKyrnivates the diseaso. Go to bed. !
kt p quiet and h:ivt Chuntbertain's j
Liniment Applied add quick rocov-
ery may be 'expected. Mra. K. J. '
i)amt Hrvh'kport, N Y. writes: "I :
can juestly say that (ihamlVrlain'a ,
I.iniliieirWfUit'd imr( Itiinbatro a year
ago last IVmmed. MJicn J h'Kti us-!
ini? it, 1 fl it onXny back in bed ,
and could muViirn to V left or riht.
I h:i a btdtlekf Chuillifiiain's I. ini- j
meat in the houSt anJ thin was ap ,
plied to my back. TVT'rtiPy dove'
away tho pains and aches.'--adv.
SPECIALS-FRIDAY AND SATURDAY
Do you 'suffor fi'om Tthvunuitism, Kidney or Stonuult
Trouble? If yoi
ciity, May 6th luu!
Lang's Mineral VVt
On sale Friday ami
blood tonic in use
Nature's remedy. No nli
Only 25 1'
May 6th
. i SNAI'P'S I. A
tio can a
van. v
nor RV
VaiurtVy
toda lumS
Vhil,
nckieB I
Vnd
t our store Friday and Satur-
et full "0 day troutnuiet' of
ular sale price $2.00 for $1.00
onlv at $1.00 Greatest
reds are bi'injr cured daily
to drii'fs. Natural irmi tonic
n Sale at $1.00
71h, 1921
1K I'll ARM AC V -
Ladies' White
Footwear
In Philips or Oxfords, caifvas or poplin, sev
eral dill'erent style's.
" Ladies' $11,00 Canvas Oxfords $2.15
Ladies' $:5.00 cnnvius onu-strtip Pumis... jj2.45
Ladies' $3.50 canvas Pumps or Oxfords... $12.85
Ladies' $ l.r0 poplin I'umps $3.65
Ladies' $5.00 poplin j'winps or Oxfords, $3.95
THE HUB
THE WORKING MAN '3 STORE
i
ii
Sis
Iarca
D
F
Bom
WANT TO BUy.OR SICLJl, SOMETHING? TRY AN OB
IKVKtt CLASSIFIED AD.
j TODAY Adults 35r
SATURDAY Children 10
I . ITTlIHIll II Hljb"1 1 t!1" i fl" J"g "
MAURICE TCMRNEUR "
ORTOB
MOHlCAKfS
THE LAST
-'- -Ti
JnJmmcan drama rimvial-liy James Arniuorr (popVr
Diivcd'il liy
MAURICE TOURNEUU tini CLAUHNCE L BROWN
The story of a prince without ,
' a kingdom
COMINt; SUNDAY, KIH.'KNB'o'ISRIKN
You Too Will Want A
Second Glass--
IF IT'S-WELCH'S. .GRAPE JUICK
JTIii-s breakfast fdass -of sunsliine is sure lo please
Arial in your Vvn home will 'convince you of
it's supeVority over ai others,
. Veirry All Aes. Phoni- Maiu 80
PATTISON BROTHERS
GROCERY
PHONE MAIN 80
THE HOME OF AMERICAN BEAUTY FLOUR
OBSERVER WANT ADS GET RESULTS
For Sale
OR
Trade
New and
CASHO
'sed Cars.
TERMS
What hsv.
you to.lt.U J
if
if
if
if
if
if
if
if.
if
f
if
ae
The Bread
BOX
lit your house will be a
very popular place for
the boys and girls when
you stock it with our
Superfine bread. Spread
with good' butter, or
cheese or jam our bread
makes a most delightful
treat for the children.
I Harris F. French'-'?
Phone B. ,1ft)2
11!.-, WaSli. Av,
t
.
" V V "o"'-
ft
...... L-i