illaljjeur enterprise
' ' ' PUBLISHED BT
MALHTlfa "WBlisHINO COMPANY
"laVpirO, HJCHB3, Editor
MALHEUt COUNTY OFFICIAL PAPER
SpMlal Community Crraapondnta. Mem
fcr Vraca Mate Editorial Aiioalatton.
PUBLISHED EVERT SATURDAY AT
VALE. ALHKUR COUNTY. OREGON
KntKtd A th Vala, Oregon. potoffiec
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THE RESPONSIBILITY OF AD
VERTISING.
An eastern merchant of a na
tional reputation stated that his ad
vertising had accomplished three
outstanding things: It had built the
business to remarkable proportions
it had improved the class of mer
chandise carried; and lastly, the
most important of all, it had made i
better man of him!
This was more than a glowing
tribute to advertising, it struck t
deep fundamental truth that adver
tising, aside from increasing sales
exerts a powerful influence on busi
ness.
The advertiser takes on new re
sponsibilities; and he has responsi
bilities thrust upon him. His light
is no longer hidden under the
proverbial bushel. All that he is
and hopes to be; what he sells and
how he sells it; the kind of service
he gives and the way he gives it
the people he employs and what
they say about him all these are
brought under the minute public
scrutiny. ,
Advertising is an investment. It is
the source of the greatest commer
cial asset public friendliness. And
this business good will is the princi
pal that bears a cumulative return
produced by the advertising.
The advertiser who looks no
further than the creating of today's
sales sees no further than the nose
on his face.' His vision is warped by
the most obvious fact that advertis
ing is producing results today. He
is too concerned that each advertise
ment pays for itself in a visible and
immediate return.
- This does not mean that he should
substitute good-will advertising for
that actually, selling the merchan
dise. Each advertisement must pay
for itself, where direct sales are de
sired. But the selling of merchan
dise must . be combined with selling
of good-will, which is building sales
for the future.
There are two things for which the
public spends its money goods and
service. And service in the broader
sense, includes the right kind of mer
chandise at the . right price, in that
which is really serving the custom
era' best interests. And . in really
serving the public, their friendliness
is brought around to the extent that
they buy, not because you want them
to, but because they want to buy
from you. And advertising is not
securing maximum efficiency if ft
disregards good will in the sole en
deavor to make sales.
Such advertising as does not pay,
should never be condoned under the
guise that it is good publicity. Each
advertisement must have a specific
and definite purpose, and be part ot
the entire campaign. Each adver
tisement must pay for itself and
does, when properly executed, cither
in immediate dollars and cents or in
unearned increment. So all adver
tising must produce earned and un
earned increment.
The time for cashing in on the un
earned increment is when it is need
ed. Many foresighted firms contin
ued their advertising during the wai
when thoy were far oversold, anil
they were creating an unearned in
creraent er good will. Now is the
time they are cashing in!
8ECURINC, POPULAR RIGHTS.
A popular waU-hword of the revo
lutionary element is "direct action.'
That means that the people, if they
want to accomplish a certain thing,
should not wait for the Blow pro
cesses of the ballot box. Some ot
these apostles of force would have
the people "rise," and seize the pow
ers of government ns tho Russian
bolshcviste did. Still more would
have them stop all forms of labor,
tie up railroads, mines, and factor
ies, until the public officials and
capitalists should concede what the
people want.
This theory is bused on the ides
that it is impossible for the people
to obtain their rights through the
ballot box. They claim that opinion
is so controlled by paid propaganda,
so shaped by newbpupere who have
an interest in maintaining the pies-
sent social system, and so queered
and bedeviled by the manipulations
of politicians, thut the people run
not get their "rights.''
Those who believe there should be
radical changes In tho form of gov
ernment, and who are willing to
work for the same by legal means,
have every chance to win the x-ole
to their support, in so far as any of
their Ideas are founded on truth and
justice. Taey control tnsny publics
lions all over the country. Their
lira tors are speaking on simp bones
la every city and Urge town. If their
Lie- Impivwed the m uf (tie mu
l as fvasmialilK, yuu wuuld
their ""newspaper taken In every
waire earner's home, and they would
carry elections by a three to one
majority.
The trouble' with them is that
they are able to make an impression
on only a small element. Their ideas
are so vague, they show such mis
conceptions of truths obvious to the
common man, they point to so few
facts to prove their wild statements,
that they convince no one but those
with a mental slant toward their
theories. Then they get mad because
people won't IiBten to their vapor
ings, and want to resort to "direct
action."" Direct fiddlesticks!
THE INCOME TAX RESULTS.
People who forgot to file their in
come tax returns promptly, may feel
aggrieved when they are assessed a
fine plus 25 per cent of the amount
due on their income as shown. But
never in the world would it be pos
sible to get these returns all in, un
less it was generally understood that
they must be made promptly, and
that it would cost heavily to fail in
this duty.
Before the income tax was enact
ed, it was commonly said that you
could not possibly make such a law
a success. People would refuse to
report their incomes, it was predict
ed, and many of them would make
false returns. But the severe pen
alties established by the law, and the
inflexibility with which those pen
alties are enforced, has persuaded
people that it is better to obey the
requirements. Only by conformity on
the part of everyone, can the law be
fair to all. If the statute is en
forced in an easy going manner, a
lot of people will slip through the
net and fail to do their share.
AUTOMOBILE TENDENCIES.
The tendency in the coming years
in automibile construction is likely
to be toward lighter weight cars,
says C. F. Marsden, automobile ex
pert for the Boston Transcript, after
studying the displays at ' recent
motor shows.
The times of flush spending have1
passed. Business is going to be
done on a closer margin than for
merly. The majority of motorists
feel the necessity for ecomony. As
the aggregate weight of the car is
reduced, the engines can be lighter
and more compact, since there will
not be so much power required to
haul the load. Engines of that type
will consume less gasoline. Lighter
cars involve a smaller tire expense.
In Europe the demand for econ
omy is leading to lighter cars. The
newest European makes are small,
and yet very efficient. They can go'0f the airship at the time the door
anywhere, but not at high rates of 0f the forward motor was broken,
speed. In this country, the crowded due to a small aluminum door from
condition of the roads tends to re- the engine compartment falling into
strict the demand for high speed! the propeller. The accident to the
cars.
The light car will be less expen
sive. Less weight will mean that
better materials must be used, with
a higher grade of workmanship.
SILVER CREEK VOTES BONDS.
Harney County Irrigation Project
Will Not Ask State to
Guarantee Interest.
The voters of the Silver Creek
Valley Irrigation District voted al
most unanimously in favor of bonds
at the election held last Tuesday,
there being 27 favorable to 4 nega
tive votes cast. R. J. Williams was
re-elected a director at the same
time.
The district proposes to issue
bonds to the amount of $600,000,
which provides for the interest for
four years. The district is not going
to ask the state to guarantee the
bonds, but is going on its own re
sponsibilty. It will bring immedi
ate action for confirmation and state
certification of the bonds and con
struction will begin without delay.
The project covers 16,000 acres,
between 4000 and C000 of which are
wutered and some of the best de
veloped lund in tho entire west and
one that will bring quick returns for
Iho investment. The plan of the
district meets with tho approval of
those favorable to the advancement
and the determination of the direct
ors to brook no dolay is commenda
ble. It will mean new life to thut
territory and its influence will be
felt ull over central Oregon.
The direction of the project is
under the supervision of some of the
must prosperous citizens within the
district and they have the pructicnl
undivided support of their fellows.
It shown community spirit and
brings out the advantuge of co-operation.
The Silver creek project bids
fair to outstrip other similar under
takings in Harney county as it is
on tho way with less complications.
The irrigation water rights of the
stream have not yet been adjudicat
ed, but the Stute Water Board has
et April 15 as the date for filing
rights and it is expo-ted tho adjudi
cation proceedings will go forward
rapidly, as the irrigation district
will insist on immodiiite action and
no deluy. -Burns Times-Hcruld.
Enterprise Want Ads will
results. Cost but a few cents
bring
PROUP
For Spasmodic Croup rub
Vkk. over tho throat and
cheat until the difficult
breathing i relieved
then cover with a warm
flwuwl cloth.
J VapoRud
VALE BOY HONORED
LEE HARRIS CITED FOR BRAV
ERY" ON AVIATION" 1
TRIAL TRIP. '
Sergeant Lee M. Harris, a former
Vale boy, has been praised by the
head of the United States air service
for courageous attention during r.n
accident to one of the big flying mn
chines during its initial flight. Ser
geant Harris is the son of Mrs. W.
F. Harris of thisc city and a former
student of the Vale high school. His
many friends here are pleased with
the commendations he has received,
which is told in the following ar
ticle from the Langley Field Times,
of Hampton, Va.:
"In recognition of their courag
eous attention to duty and valuable
service rendered at the time of the
accident to the left forward motor
of the Roma, causini? splinters of
the broken propeller to tear several
holes in one of the gas compart
ments and thus endanger the ship
on its initial flight November 15,
Tech. Sergeant Lee M. Harris, Mas
ter Sergeant William Fitch and Mr.
C. E. Brannigan, a civilian employe,
have received well merited praise
not only of local officers, but of the
Chief of Air Service, from whom
the men have received special letters
of commendation.
"Sergeant Harris, who was on duty
as engineer for the motor to which
the accident occurred, is commended
for his 'good judgment and quick
action' in immediately turning off
the motor and climbing into the
bnllonet to ascertain the damage
done, as well as for his 'excellent
work in making the repairs to the
gas bag.'
"Sergeant Fitch and Mr. Brannigan,
as engineer for the motor to which
'courageous attention to duty and
excellent conduct under trying con
ditions.' The complete letter of commenda
tion of Sergeant Harris is as fol
lows:
War Department, Office of Chief
of Air Service, Washington, D. C,
November 21, 1921.
From Chief of Air Service to
Tech. Sgt. Lee M. Harris, Airship
Co. No. 18. Subject: Letter of Com
mendation.
1. The chief of Air Service has
noted the official report of the first
inspection flight of the airship Roma
undertaken on November 15 at
Langley Field, Hampton, Va. This
report indicates that you were in
charge of the forward motor group
propeller caused splinters to tear a
hole in the keel cover and to make
several openings in number three
gas compartment, two splinters
passing completely through the top
of the gas bag.
2. That no more serious damage
resulted from this accident is prob
ably due to the good judgment and
quick action which you displayed in
immediately turning off the motor
and climbing into the ballonet at
once to ascertain the damage done,
as well as for your excellent work
in making the repairs to the gas bag.
3. The Chief of Air service com
mends you for' the meritorious serv
ice you performed on this occasion
and for your excellent conduct under
a very trying condition. The official
report shows that you continued to
work in making repairs for the gas
bag until you became unconscious
from hydrogen gas. No man could
have accomplished more under the
circumstances and your prompt and
efficient services on this occasion
will serve as an example of initiative
and devotion to duty worthy of the
best traditions of the service.
. A copy of this letter of com
mendation will bo filed with your of
ficial record.
By direction of the Chief of Air
Sorvice.
W. II. FRANK,
Major A. S.,
Acting Executive.
Tho letter of commendation as ad
dressed to Sgt. Fitch and Mr. C. E.
lirannigitn is as follows:
1. The Chief of Air Sen-ice is in
receipt of the officiul report of the
first inspection flight of the airship '
I I I .1 I a a . - ! t.ll
I Aaft. afe .. A. - . . . A A A A A Jfe ah
i CONDENSED RErOllT.OF i
First National Bank I
OK ONTARIO, OREGON '
As Made to the Comptroller of the Currency at the Close of 1
Business Dcccnibt-r 31, lf-1
RESOURCES LIABILITIES 1
Loans and Discounts $4ti3.727.H Tiipital $ 50,000.00 tj
O ird- tfti 101 fiS Suiplus and Profits fiO,514.93 f7
Bond, and Warrants : :: SjWffl. 2Z ' SISK
i .nu ii i hi i muHs niK ravanie niu.rj
& CASH l2.-il.301.3N DEPOSITS 581,341.12
I $7f.-.!,10lU).r) f7li2.109.05 1
y "Tin: old hkmahij:"
j KNOWN FOR ITS STRENGTH AND STABILITY I
Y CASH HKSKHVKoO'i PLUS J
Roma undertaken on November 15,
1921, at Langley Field, Hampton,
Va. This report includes a' report
of an accident in one of the gas
compartments and vhich necessitat
ed the repairs of tho gan hug while
in flight.
2. The Chief of Air Service de
Bircs to commend you, for your
courageous attention to duty and
your excellent conduct under very
trying conditions as one of the three
men who worked on the repair of
the gas bag while in flight. You are
commended not alone for making
the repairs which made it ' possible
for the Roma to continue flying but
also for continuing the work of re
pair until rendered unconscious from
breathing the hydrogen gas.
3. Your service on this occasion
reflects that high degree of initia
tive and devotion to duty which is
characteristic of our Army personnel
in time of emergency.
4. A copy of this letter of com-
mendation wil1 be filed with yul
official record.
By direction of the Chief of Air
Service.
W. H. FRANK,
Major, Air Service,
Acting Executive.
Langley Field Times,
Hampton, Va.
Daddy's
Eveiii6
faity Tale
dyAARY GRAHAM DOWER.
FASHIONABLE HEN.
"Miss- Fidgety Fashionable Hen,"
said Daddy, "was a very proud crea
ture. She wag
talking In the
barnyard one day
to Miss Gray
hen, who was a
very gentle, quiet
lien.
" 'It makes me
mad,' said Miss
Fidgety Fashion
able Hen, to
think of the peo
ple who don't ap
preciate us ns
they pass us by.
' 'Of course
soon now we will
be going Indoors
for the winter,
but all summer
long we haven't
had half the ad
Atten-
miration which we should have.
"Tm hoping things will Improve
another yeur. Now I heard a person
speak who stopped at our farm for
a drink of water this summer, and
with that person was another young
lady. , They were both taking a motor
trip.
"'"Well," said the first young lady
to the second young lady, "Isn't this
country beautiful?"
" 'But the second young lady on
swered :
"'"Oh, I don't know, the country
all looks alike to me. It's nothing
more thnn one red burn after an
other." "'Well.' said Miss Fidgety Fashion
able Hen, 'I cackled nnd told her that
I hndn't much use for her opinion, but
she puld no attention.
"'I didn't mind so much about her
not caring to admire the country, but I
simply couldn't understand how she
could pass through the country and
not admire tho hens she saw and
the little chickens she passed.
" 'I thought that surely she would
have noticed me, and I cackled hurd,
and said to her that I hoped she
would not go by without noticing me,
for If Rhe did I felt that her life
wouldn't be so big and tine and mag
nificent as It would be If she bad the
thought of meeting and seeing me to
look back upon.
" 'But sho paid no attention to me.
She was just a queer, queer person.
"'Fancy taking " trip through the
country and describing it us one red
barn after another. Even though I'm
nothing but a hen, I'm sure I wouldn't
do thut I Of course, If she couldn't ad
mire beautiful views I suppose It iy
too much to expect of her to admire u
beautiful hen. Too much to expect
of her, cackle, cackle, cackle.'
" 'Ah,' said Mr. Ued Crown Rooster,
'I have found ii worm. First come,
first served,' he added.
"Then Miss 3ray Hen looked at the
worm anil said :
"Mhv I luive It? I didn't eat much !
breakfast this inoi-nluK. and I'd enjoy
'Paid No
tion'
an extra meal.'
.. " 'Indeed, It is a pleasure to give
it to you, cock-a-doodle-do,' said Mr.
Red Crown Rooster.
"'It wouldn't be n pleasure for, me
to do anything like that,' said Sir Ben
Jnmln Bacon from the Pig Pen or
Pig Pen Palace, ns they called It, or
Mud Yard, as they also sometimes
railed It
"'It wouldn't be a pleasure for me
to do anything like that, cither grunt
ed Sir Perclval Pork.
"These pigs were cousins, as you
know, of Grandfather Porky Pig and
Brother Bacon,
and lived not far
away.
" 'Pigs,' said
Mr. Red Crown
Rooster, Tigs, I
say again.'
"'Yea, w e r'e
pigs, all right,'
said Sir Benja
min Bacon.
"We most cer
tainly are, and are
proud of It,' said
Sir Perclval Pork.
"To think of
being proud of It,'
said Mr. Red
Crown Rooster.
'Well, there Is no "May I Have It?"
accounting for
tastes,' and he flapped his wings and
looked very wise.
'"That's right,' said Miss Fidgety
Fashionable Hen. That Is exactly
what I say.
'"Exactly what I say, too, cackle,
cackle,' said Miss Gray Hen.
" 'And what I say, too, grunt, grunt,'
sold Sir Benjamin Bacon. 'Just think
of the Joy I'd miss If I weren't a pig. I'd
have to be generous. Gracious, mercy
me, that would be horrible. I'd rather
be a nice little pig, a nice little pig,
thank you.'
" 'You needn't thank me,' said Miss
Fidgety Fashionable Hen. 'But I'm
thankful to myself that Tm not your
sister or cousin.'
Made Greenland Yellow.
Little Edwin Mamma, I guess the
man who made my geography was
colorblind.
Mamma Why do you think so, dearT
Little Edwin 'Cause he's got.Green
land painted yellow.
With purebred bulls a breeder
achieves more In the Improvement of
his herd In two generations than be
can In five with grade bulls, says the
United States Department of Agricul
ture. Department workers have thor
oughly studied the subject of building
up herds to better milk, butter nnd
jeef production. Better sires may be
obtained either by Individual purchase
or by becoming a member of u bull
association. Literature on the latter
method can be obtained by writing to
the department, und will furnish use
ful reading during the winter. Full
information can ulso be obtained by
sonsultlng your county agent or state
erlcultural college.
At Prices That Please
EVERYTHING FOR THE HOME
Rues. Carpets, Linoleums, Curtains.
Dra peries.
A Visit To
This Store
Will Pay You
T. T. Nelsen
Furniture and Undertaking
Phone 77, Vale, Ore.
'
(Ask pbout the B. P. round roof hnrn shown in the above cut. It
urovides greatest possible strength nnd maximum storage space at
least cost.)
Make Your Plans While
The Snow Flies
For the same reason that you "make hay while the sun shines,"
you should make plans for tho busy season while the snow flies.
The new buildings your farm needs, such as Machine Sheds, Poultry
Houses, Barns, Stock Sheds, etc., can best be planned now while
you have plenty of time.
Let Our Architects Help You
Our architectural department, which is maintained for the free
use of prospective builders, is less rushed at this time of year ond
can offer you helpful co-operation with plans and specifications for
buildinjr. of every kind. We are not satisfied with merely selling
lumber, but. wc want to show you how to uhe it to the very best
nilvantfitie.
Make your wants known to the manager of the
H. P yard nearest you. He is at your service.
Boise Payette Lumber Co.
F. L. GILBERT, Sale Manager Vale Yard
"SEE Mt'FALL
lJM: M. J. A.
I
Get your order in now
br yoi!r Calling cards
Orders taken for En
graved Stationery of
of all kinds at
m
W)t jHalljeur enterprise U
fllhl Coffee I
I ?V U TN SVCH AS NEVER BE- T
1 iKv f--- KORE IN raB f
J -V ELECTRIC
f ,V 7 CLOTHES WASHER
Investigate thin elotli.-n cleaner and saver. Its worth
while, Ak u to hod it to you foi a weeks washing on your
own clothes. Thut will be no trouble, obligation or expense
the trial in your home u free.
Vale Electric Co.
"The Institution of Greatest Service
L. P. Lumpee; Mgr.
AND SEE BETTEE"
VE GRIND
OUR OWN
LENSES
McFALL
"Eden"
Clothy and Linens Last
Five Timet as Long