Image provided by: University of Oregon Libraries; Eugene, OR
About The Sunday Oregonian. (Portland, Ore.) 1881-current | View Entire Issue (Sept. 27, 1914)
TIIE SUNDAY OREGONIAX, PORTLAND, SEPTEMBER 27, 1914. ADVERTISERS SEE BENEFIT III WAR Of Interest to all Who Plan to Spend $1000 to $2000 (for an Automobile Alteration of Policy Results in 100 Per Cent Increase, Says Hudson President. AMERICAN GOODS SOUGHT Supply of 'World, Xow-ln Need, Up to United States and With No Op position In Any Markets Trade Supremacy of Nation Lilkely. (Under the lieaditift of "Should These Times Alter Our Advertising Policies? Yes," there was recently printed by the Chicago Exam iner an article by R. D. Ohapln, the presi dent of the Hudson Motor Car Company, . In which he stated that the company had certainly altered its advertising policy as the result of the present situation, not by cutting down but by increasing more than 100 per cent. Their advertising appropria tion for September has been raised from $22,000 to $54,000 and for October to $60,000. The article contains so much real business senBe and shows such a clear understand ing of the situation that It is given below In full. Auto Editor's Note.) BT H. D. CHAPIN, President Hudson Motor Car Company. America is the only manufacturing country in the world not at war. The United States is the only nation at peace in the world with a supply of food on hand In excess of her own re quirements. Our crops are more boun tiful than ever before. Our factories have never participated largely in world-wide commerce. We have helped to feed and clothe the world but we have never been large factors in supplying the world with manufactured goods. What we have taken from the nations now at war has been our luxuries not our necessities. Ourswheat has been shipped to Eu rope to be ground by European mills Into flour which In turn has been shipped to other countries for con sumption. American cotton has been shipped to England and Germany, there to be spun into textiles that were re turned to America and shipped to oth er countries. . The copper from our mines has been shipped to Europe, there to be made Into wire and into electrical machin- ery, which Is then shipped to the Orient, South America and other places where we have secured no place in the world's trade. Aside from a few specialties such as typewriters, adding machines, and cash registers we are producers and dealers, so far as the world Is con cerned In raw products. Custom Bigr Trade Factor. Custom In the use of any article makes it difficult to establish new goods. For that reason America has not been able to get even a fair share of South America's trade. Now that competition is unable to deliver the goods needed in those foreign markets those who formerly would not consider our wares are begging us to Bupply them. By a play of fate our competitors for a time are forced out of the mar kets which they held so firmly. Sales manship is not needed to capture these new markets for American goods, for necessity is forcing the trade we have so long wanted to seek our sources of supply. We are In the position of the mer chant who has goods to sell, but, who because his rivals are more firmly established and have a satis factory prestige is unable to secure a fair share of the trade and who awak ens one morning to find the stocks of all his rivals have been destroyed by fire. The cotton which has been shipped to Europe to be made into textiles for use in South America, in the Orient and in Europe must now be shipped to New England to be woven Into tex tiles for use in markets we never have Intimately known. No matter how soon the war may be terminated, damages have been done to the scheme of manufacture and distribution that can never be re paired until after America has had the opportunity to change the buying habits of nations that have given us slight consideration in the past. The world undoubtedly will be less extra vagant In its use of food and other necessities than it was last July. It will be less prosperous but with 18,- 000.000 wealth-makers suddenly trans formed into so many wealth-consumers we find that our competition is re moved in other markets and that com petition itself becomes a user of a greater variety of our goods. Supply of World's Need Seen. The farmer who last June expected 75 cents a bushel for his wheat is not much alarmed about bad times when he is selling his wheat for over Jl a bushel. The stock-raiser is not much concerned when he finds that his cat tle and hogs are bringing higher prices tnan ne nas Known lor years. This increased money means that he will buy better things for his family. It means new buildings, more furni ture, better clothing, farm machinery and automobiles. It means that the domestic trade in America will be greater because America must produce a greater share of the world's needs. That will mean a greater activity than we now know and the profits of our increased export business will sooner or later find their way into domestic circulation. If advertising means the planting of seed for new and better business now is the time to do it when the timid, less aggressive, make your advertis ing more productive and when the keenness of the public for news in creases the value of the advertisement. DINNER TO HONOR CYCLIST Veteran Sportsman, V. R7 Pitman, to Be Guest at 'Old-Timers' Event. Will R. Pitman, commonly known throughout the world of motorcycledom as "Happy Days" Pitman, will be the guest of honor at an old-timers motor cycle dinner on September 26 in Little Hungary, N. Y. . Perhaps no one man has done more for the sport of bicycling and motor cycling than Pitman. Attracted to the possibilities of the bicycle when the in dustry was in its infancy, he was one of the first to learn to operate the two wheeler, and won one of the first bicycle races ever staged in this country in 1869. He was also a member of the tirst bicycle club and was the first bicy cle salesman. When the gasolene-pro-pelled bicycle put in an appearance, Pit man was among the first to ride. He was also a charter member of the Fed eration of American Motorcyclists, an organization which in 10 short years has attained a membership of more than 29.000. A. B. Coffman, the newly-elected pres ident of the Federation of American Motorcyclists, expects to go from To ledo to New York to attend the dinner, and many other men well known in the motorcycle and bicycle world will be I present. j We know that you want to get the best possible car for your money. No man consciously buys a cheap car. So this advertisement is written to give you "a few facts to keep in mind when investigating the merits . of different cars. For seven years Chalmers cars have ranked first among the medium priced cars in America. For two years Chalmers "Sixes" have led all medium priced Sixes in volume of sales. Over 40,000 Chalmers cars are now in service'. The Chalmers Company is recognized as one of ' the strongest companies financially in the industry.' Chalmers cars have probably to"a greater degree than any other make always influenced the trend of auto mobile building in the medium priced class. Certainly these facts entitle this advertisement to a careful reading. We expect you to investigate carefully every state-. ment we make here and we urge you also to study all cars which sell between $1,000 and $2,000, confident' that if you do, we will get our share of the business. . In the first place, we ask you to see the Chalmers "Light Six." Don't simply look at it and listen to the story of an enthusiastic Chalmers, salesman; and then go look afc-another car. and listen to the story of another equally enthusiastic salesman. You are not buying conversation. But ask any Chalmers .dealer to stand the Chal mers "Light Six" alongside any Light Six selling at anywhere near its price $1650. Study -the cars yourself. . First Looks. How do other cars compare with1 the Chalmers "Light Six" in style? The Chalmers has a real streamline body. The flat or merely crown fenders of the other cars have not the grace of : the Chalmers molded oval fenders. Chalmers doors" are wide and flush fitting. Ohalmers running boards 'are clear. And don't under-estimate this matter of looks.. Half the pleasure of motoring is being proud' of your car, and good looks really mean high quality. J Second See which car is most substantially built. . Thump on the body with your knuckles.. .The metal in the Chalmers body is heavy. Xt will never sound! tin-panny. It is rigid. And because of these quali ties its finish wears better. . Test the weight and solidity of the fenders. You. can sit "on the Chalmers fender. and, not injure it. It J does not vibrate, and after months of. strenuous use J it does not rattle. ' , . ' Looks and stability are two of the big reasons why we have been behind on order for the 1915 "Light, Six" ever since' it was announced. i - Sit in the front seat. Take hold of the gear shift lever and the emergency brake lever. They feel strong and dependable. And while you are in the front seat test the com fort of the diiver. You sit in a natural, easy position.! The clutch and brake pedals are easy to reach. -Your, hands rest comfortably on the steering wheel. Put your foot on the accelerator. You do not have to assume a cramped position, but can operate it easily. j The Chalmers accelerator is provided with a oof , rest. Hundreds of owners of other cars have' told us that this detail alone is worth $100 extra cost in a season's driving. Now sit. in the back seat. ..Test its roominess and comfort. in comfort, the Chalmers-"Light Six" is the equal of any car of its size at any price. Many former own ers of higher priced cars now drive Chalmers "Light .Sixes" and they all say comfort was a big factor, , in their selection of the Chalmers. Remember you are buying a car to ride jn. You are not always going to drive on asphalt pavement.' You are not going to use your car-simply for thirty - minutes or for fie miles. But you are going to ride practically every day for two or three or possibly five years in the car you buy. You are -going to travel thou sands of miles and over -all kinds of roads. So don't take a mere "demonstration" in any car. Demand a test. Any Chalmers dealer will be glad to take you for a twenty -five or ihirty mile trip in the country. ' He will give you a real test lasting two or three hours or a day if you choose. . Demand this same test of any other car. And compare what the salesman tells you while you are 'riding with your own experience. Think about the comfort of the car. Ask yourself if you would be willing to ride twenty thousand miles in that .car. Note how the Chalmers "Light Six', clings -to the v road. Preferably drive it yourself. ' The Chalmers' "Light Six' has a big substantial steering wheel. The steering connections are heavy,' . free moving forgings. The front steering spindles are equipped with Timken bearings. It is free from side I sway .and easy to steer. Many "Light Six" owners tell us this 1915 Chalmers "handles" easier than any car on the market. That' feature alone has sqjd hundreds. And notice too the sound of the motor as you ride 7 j along. Notice when you start that the first speed gears don't shriek out the fact that you are in motion. Ask the demonstrator 'to drive twenty "miles an' hour on second speed. Note that both motor, and gears are quiet. Pick out some hill and ask the Chalmers "Light Six" and any other car in its price class to go up that hill at fifteen miles an hour. That long, strong pull of the -Chalmers' motor haa - proved one of its most popular features with the motor wise. ' " On a rough, stretch of. road 'notice that the Chal mers feels firm and dependable beneath you and is free of rattles The Chalmers medium weight makes it ride, like a Pullman car on all ordinary roads. When you drive a Chalmers "Light Six" you feel that your car has the . strength to be safe in .any emergency. Your own ease of body and mind tells you that its medium weight gives it a comfort that cannot be found in a lighten or flimsy; car. We could build the Chalmers "Light Six" lighter "in weight. And if our service to you ended with de livering a car and taking your money, we could make a greater profit by building our cars lighter. For every additional pound of fine Steel we put into the Chalmers "Light Six" increases its manufacturing cost. You hear a lot of talk about flexibility but very, few cars really have it." The real test of flexibility is to start from a standstill in high speed, without jerking pr jolting; to crawl along at two miles' an hour. on high; to travel through congested traffic without gear shifting. All these things you can do in a Chalmers "Light . Si." And when you get back from your test ride take a look at some of the vital parts of the Chalmers chassis. 'Look at the rear axle. The Chalmers has a. full floating rear axle with heavy pressed steel housing. It is big and strong. Look at the Chalmers torque tube. ; It is securely bolted to the big heavy frame on one end and the rear axle on the other end. It takes up all the s trains of driving. When you vvere out on Xpe country road you probably noticed that the Chalmers. "Light Six" did not sway from side -to side. That is because . the torque tube held it rigidly in place. Look at the wheels'. -The wheelsof the. Chalmers "Light Six" have spokes ltf inches in diameter. They are built of the best hickory. The spokes are securely! " bolted. , They look strong and they are. strong. Notice the length and width of the r Chalmers springs. The main leaf is of-Vanadium steel. Note their flexibility remember how they cradled the car over the bumps when you were riding on the heavy . country roads. Look at the front axle. You will see that the Chalmers "Light Six" has a heavy drop forged front. axle that shows its strength at a glance. Lift the bonnet and look at the motor. It is ship shape, finely finished, compact and business-like in appearance. Raise the floor boards and examine the inside works that you don't usually see in a motor car. You will find the Chalmers "Light Six" simple in every detail but big and strong to stand the hard knocks of constant service. Now for the details the refinements which make motoring a real pleasure or a constant irritation. To start the Chalmers "Light Six" you throw a single switch. There is no grinding of gears, no noise. , Ypu throw the switch and the next thing you hear is the motor purring along under its own power. Note too that the Chalmers starter is always con nected with the motor when the car is runnine. Sup pose you accidentally shut off the gas; your Chalmers', motor doesn't stall. The starter is always "on the, job." There is no interruption of motor service, a No levers, buttons or adjustments to fuss with. You sit behind the wheel of the Chalmers "Light Six" and everything necessary for-the control of thex car is right in front of you. There is a dash adjust) ment for the carburetor. There is a simple electric( I light switch, not a row of buttons to be remembered' j and to be operated separately; simply a single switch that' t controls all of your lights. There is the battery index to keep you always informed on the condition of your, storage battery. There is the oil pressure gauge that: tells if your motor needs oil. There is the primer for! starting in cold weather. There is the gasoline gauge' always informing you without fuss of the amount of fuel in the tank. And speaking, of gasoline tanks notice that the tank in the Chalmers "Light Six" is of very heavy gauge steel. And that it hojds 18 gallons where most cars carry 10 or 12. The perfect convenience of the "Light Six" is one big reason this is the fastest selling Chalmers model .with women as well as with men. Notice the adjustment of the windshield. The one-man top, the quick acting storm curtains; the fine 'and inconspicuous door handles. And nowyou are ready to hear a talk on "economy." " Some salesman will probably tell you that his car is (lighter than the Chalmers "Light Six" that it doesn't bum as much gasoline; that it is easier on tires. A" part of what he says is true. But only a part; ' for a lot of this talk on gasoline consumption is just ("conversation." Don't test your gasoline consump ; tion for 1 mile or 10 miles don't test it on the boule vard or with special gasoline. Try it out for 50 or 60 miles and over all kinds of roads. .The Chalmers "Light Six" may cost you $10 or $15 - ' more for gasoline in J0.000 miles of driving than a too light, flimsy car, but it will cost you a lot less in repairs, in personal discomfort, in nerve irritatidn. You will find that the extra weight of the Chalmers "Light Six." will save you in comfort and repair bills many times the slight additional cost of the gasoline you burn: What the other salesman tells you about tire mile age is probably greatly exaggerated because of his own ignorance. You will notice that the Chalmers "Light Six" has 4yi inch tires with "Nobby" treads on the rear wheels, where most other Light Sixes in its price class have 4 inch tire. We have never had a complaint on tire service from a Chalmers "Light Six" owner. You'll 'also hear something about prices. You'll be told that you don't need to pay $1650 to get. a "light six." Well,' you don't. But ,if you pay less than the Chalmers price', -you must expect to get less quality , And speaking of price, here's the only sane way to look at it Divide the first cost of. your car by five. Automobiles that are properly built should last at least five years. That is, they should "stay put" run-well and give good service for that time.' So when you examine a car in the future and are toldj1"' yJ,r how much less it costs than a Chalmers "Light Six,"- ask yourself, "Will it' last me five years?" Figuring any car you are considering on a five year basis, see if the facts above "don't prove the Chalmers "Light Six" the lowest pjiced car, quality considered, on the market. Yes, you are right we want to sell you a Chalmers.' But we don't ask you to buy until you have proved all the claims we make in this advertisement.. The ' only way for you to get such proofs is to see the car itself. You will be under no obligation if you go to see the 1915 "Light Six" and try it out, and you owe it' to yourself to know all about this car before you buy any. All we ask is that you gve your local Chalmers dealers the opportunity to demonstrate in detail the points of superiority of the Chalmers "Light Six" that we have told you about here. Chalmers Motor Co., Detroit "Light Six" J& J 3(Q) Fully Equipped Quality First 6-PaMng-r Touring Car, $172S. Coupelet, $1900 , 7-Pasengrer Limousin. $3200. Sedan, $2750 Prices Quoted f. o. k. Detroit H. L. Keats Auto Co. Portland, Or. Seattle, Wash. Quality First
