THE SUNDAY OREGON! AST, PORTLAND.. OCTOBER- 4, 1914. OPTIMISM TALK IS i FOUND PROFITABLE Studebaker Corporation Tells of Surprise at Result of t, Newspaper Campaign. CONGRATULATIONS POUR IN Vice-President Benson Says That. Advertising Done for General Effect on Public Gave Con crete and Specific Result. That one newspaper advertisement can Inspire national confidence, bring money Into circulation and make work lor men's hands and brains to do has 1een demonstrated by the recent cam paign of the Studebaker corporation, declares E. R. Benson, vice-president. In reviewing the results of the recent advertisement, "Opportunity and Op timism," which the Studebaker corpo ration placed in a large list of metro politan publications all over the coun try. This advertisement was unique in that It did not even mention the Stude laker motor car, and alluded In only tn incidental way to the corporation Itself. Its text was an appeal to pa triotism, a review of constructive legis lation and an analysis of America's obligation to the world in the present Icondltlons of war in Europe. Mr. Benson declared the effect of the advertisement surpassed the highest Slopes of the Studebaker organization. "The first response came from the Newspapers themselves," said he. "The tact that the Studebaker concern was willing to spend thousands of dollars In doing Its share toward a strengthen ing of National confidence found ed itors and publishers in hearty accord. Hundreds of them complimented us and, through editorial and news col umns, helped us drive home the truths we have emphasized In the advertise ment. "Then came telegrams from such men as President Whalen, of the United Ci gar Stores Company. They agreed with us that the spirit shown in our adver tisement will make America to an in creasing degree the commercial and In dustrial ruler of the world. "Other manufacturers followed with advertising of a similar order. Retail merchants caught the spirit talked It and bought space in their local papers to extend their audience. The advertisement was even repro duced for political purposes. "In a general way conditions bright ened, the list of unemployed grew smaller, money circulated more freely. "Aside from messages from our friends, we have received many letters from other business optimists who rec ognize a kindred spirit. Several of them are kind enough to write their belief that a company animated by such a spirit can never build other than a high quality car. So, from a selfish point of view, the advertisement has paid out,1 though this was a phase that we had not considered in Its prep aration. "Incidentally the newspapers of the country have demonstrated their abil ity once more to carry to the whole American public any message of impor tance and to carry it more quickly and more effectively than any other me-idium. MAXWELL GETS RECORD rTAHOE TAVERN RTJJT SETS NEW 1 TIME WITH STOCK CAR. Carreer Score Also Made, as No Motor J. or Other Trouble Is Knconn X.: tered In 11-Hour Tour. Making time over valley and moun tain road, stopping to take photographs 5 X?tft and stin breaking the record to Tahoe Tavern, was the performance St Vt Maxwe "25." equipped with Nobby Tread1' tires, which was driven y J. R. Crawford In the endurance run Jo Lake Tahoe last week. Starting from Oakland at 8:30 Mr Crawford made the run to Stockton in two hours and 52 minutes. From Stock ton to Auburn the time was three Jours and 37 minutes; from Auburn to Wary Lake it took three hours and 26 minutes, and from Mary Lake to Tahoe Tavern one hour and 13 minutes, estab lishing a record for actual running time from Oakland to Lake Tahoe of Jl hours and 28 minutes. The performance of the car was all the more remarkable, as It was ii no iway prepared for extra service simply one of the stock cars in everyday use. "We feel that the recent hlllclimblng and speed accomplishments of the Max well "25" In the Lake Tahoe endurance run -was only the logical proof of what we have been claiming for this splen did little car right along," said C H Bkinner, of the Pacific Motors, locai agents for the Maxwell. "The fact that there was no preparation for anything unusual In the run and that it was Btrictly a stock car makes the showing all the more wonderful. "To be able to negotiate the steep STades of the roads to Lake Tahoe practically all the way on the high Kear. as Mr. Crawford did in his car shows that there is real quality tucked away under the hood. "Wishing to get photographs of some of the most impressive bits of moun tain scenery, the party made numerous stops along the road, but even then th car found no trouble in keeping up with and arriving at Lake Tahoe well In the van of the motor cavalcade ' "The return to San Francisco from Lake Tahoe was made by the Placer ville route and Lincoln Highway and deducting actual time lost in getting photographs, the car made the triD in 10 hours and 24 minutes. At no time menj me sugntest motor or other trouble, so that in addition to breaking the record to Tahoe the Maxwell made a perfect score." "Grandma" Rides 3Iotorcrcle. "They didn't have this kind of ma chines when I was a girt." said Mrs. E. J. King, of Raton, Col., when she re cently returned from her first motor cycle ride. "But I wish they had." "Grandma" King is "4 years old.' but Is as enthusiastic about the two-wheeler as is her grandson, on whose motor cycle' she took her first spin. She con- Xessed that in the beginning she was just a little afraid." but sooon the easv motion of the 'machine reassured her ana sne urged her grandson to "go raster." f Wants Car Saved for Him. Major G. W. Marton, Seventeenth IT. p. Infantry, writes the Studebaker )ranch at Atlanta to keep a new car Tor him until he gets back from Ber lin, where he is engaged in facilitating the home-bound progress of American Sourlata, " " " ' ' - I MITCHELL ON BIG TEST "WITH BONNET SEALED Light Tour, 35 Horsepower, Machine in Charge of W. H. Hasley, Frank Zerbies and Ray Baxnett, Traversing 7500 Miles in 120 Hours. , . r a 1 ! 1, VICE-PRESIDENT AND FACTORY MANAGER BATE IS BIDDING i 1111. Hill A-J US OUOD-BYE. ITH bonnet sealed under the per sonal direction of Chief of Po lice Gleason, W. H. Hasley, of the Williams-Hasley Motor Car Com pany, of Pittsburg; Frank Zerbies, of pathfinding and International fame, and Ray Barnett, in charge of a Mitchell 1915 35-horsepower light four, - were sent away from Chicago at noon Wednesday, September 23, headed for the Atlantic Coast on a sealed bonnet reliability test more strenuous than any ever demanded of a high-speed motor type of automobile anywhere in the world. Hasley, Zerbies and Barnett will es say driving this latest Mitchell master piece of Engineer John W. Bates 250 miles a day for 30 consecutive days, traversing a total of 7500 miles of highways as found between Chicago and the Atlantic Coast. These three set the record In the recent Pittsburg non-motor test In a Mitchell Special Six, when they drove 2663 miles in 120 hours without a stop of the motor. In laying out the routes the Mitchell Lewis Motor Company . selected the worst possible road and planned to visit as many cities as possible where the Mitchell cars are represented, and the drivers had been instructed to make no effort whatever to save this light four-oylinder car mechanically. Engineer and Designer John W Bates has for more than six months had one of these light fours running almost continually on the hilly and sandy roads of Wisconsin and is now determined to demonstrate that its re liability and efficiency will assay 100 per cent on a strenuous test of 250 miles a day for 30 consecutive days. "Mr. Hasley is one of the best-known automobile pilots in the East, and is a pioneer driver; Messrs. Zerbies and Barnett have perhaps toured more roads in the United States and Europe than any other drivers in this coun try," says Sales Manager O. C Friend, of the Mitchell-Lewis Motor Company, "and that it will be easy for them to make this schedule of 250 miles a day there Isn't a doubt in the world. The route will include such cities as South Bend, Elkhart, Coldwater, Detroit, To ledo, Cleveland, Pittsburg, Buffalo, Rochester, Schenectady, Albany, Man chester, Portland, Boston, Hartford, Providence, New Tork, Philadelphia, Baltimore, Washington and Wheeling." This new car selling for $1250 has revolutionized light car building In the opinion of many engineers. EXPORTS ARE EXPECTED HEAD OF HCPP COMPANY'S DE PARTMENT GOING TO FRANCE. John I.. Poole Books Order for 100 Cars From Rome and Thinks Foreign Demand Will Be Heavy- John L. Poole, export manager of the Hupp Motor Car Company, with head quarters at Paris, will return to Europe some time In the near future, for the purpose of looking into Hupmobile business. Mrs. Poole will accompany him. Mr. Poole, speaking about his pro posed return abroad, is inclined to be lieve that there will be business for American automobile manufacturers in Europe this Fall. He has based this assertion upon personal investigation and from the various interviews he has had recently with men who have re turned to the United States from the heart of the war crisis. "Of course -I understand," said Mr. Poole, "that the present war has prac tically demoralized business conditions in the belligerent countries, but I really feel that in order to know the exact state of affairs, it is necessary for me to make a first-hand Investigation of business conditions and for this rea son I am going to Europe. "Count de Pecorini, our distributor at Rome, has just arrived at Detroit and placed an order for 100 Hupmobiles. inn certainly looks good to me, and the Count asserts that while generally the war in Europe will have a tendency to depress business for a while. It will only be temporary until such time as the conflict is over, or is confined to certain limits. "The reports I have been reading re cently. In reference to the Russian army and the fact that they have a number of Austrian prisoners at the fortress of St. Peter and Paul in Petro grad, calls to my mind an instance that I had recently while in that city. "While there, in company with the Hupmobile distributor. I made a tour of the fortress and, believe me, it cer tainly deserves the title that has been given it, 'The Palace of Living Death.' It is situated on Petersburg Island in the River Neva, and was built by Peter the Great in 1703. The old fortress, which was once the stronghold of the Russian army, is now used as a prison for political spies and enemies of the government. One of the first political prisoners, as the story goes, was Peter's son, Alexis, and the various descrip tions that I received of his death are too horrifying to relate. It has been used since the time of Peter, as the burial place for every Russian Emperor and once a year the royal family visits it." SOUTH MAY LEARX LESSOX Farmers Expected to Try Diversi fied Agriculture Hereafter. The Goodyear Tire & Rubber Com pany i3 the first of the tire companies to take up the "buy a bale of cotton" movement by which an effort is being made to move at least a part of the South's enormous cotton crop this year. Instructions have been issued to the managers of Goody-ear's eight branches In the cotton belt, to buy bales of cot ton and to place them in the branch show windows. Each bale bears the name and address of the planter from whom it has been purchased, and in addition an exhortation to others to do likewise. "The present situation, due to the accumulation of such a large crop with no means of selling it, may yet prove of value to Southern farmers," says a Goodyear official who has just re turned from the South. "Too much re liance has been placed by farmers on one, or at best two, staple crops. When these fail, or when they cannot B"e turned into cash, the farmers are left helpless. Many of them buy almost all their food products. This condition is likely to be changed as a result of this year'a experience. More diversified crops and more scientific tilling are al ready being urged, and Northern farm ers and their ideas are now more wel come In the South than ever before." AUTO RAS UNIQUE HOME WHITE CAR SURROUNDED WITH SCENES OF OREGON GRANDEUR. Old Fir Logs and Green Bfoaa Give Permanent Abode Atmosphere of Funou Forestry Bnlldlms- Portland's liberal patronage of high class automobiles and motor trucks has been an incentive to the White Com pany to establish itself in a permanent location. With this object In view E. W. Hill, manager of the Portland and Seattle branches, chose the new abode for the White car In the Beck building, at the northwest corner of Broadway and Oak streets. The new homo is something more than four square walls; it is Inviting, suggestive to visitors of the use, bene fit, convenience and pleasure of. the White automobile, and it is different, showing indlvidualty. The old fir logs with green moss peeping here and there from the crev ices of the bark, reminds one of the famous Forestry building, now a land mark of the Lewis and Clark fair; the beautiful paintings of Mount Hood as seen from an automobile at Cloud Cap Inn, the Sandy road leading to Mount Hood, with Mount Hood In the back ground, and a view of St. Peter's Dome, as seen from the Columbia Highway, and many other beautiful paintings of the Columbia River and mountain scen ery, all reached by the many delight ful driveways leading from the City of Portland, add to the attractions of the new home. Hot Lake Gets Portland Visitors. HOT LAKE, Or., Oct. 3. (Special.) Recent arrivals at the Hot Lake Sana torium Include Miss C. M. Hafer W. M. Hartford, V. T. Wood and C B. Gel lis, all of Portland. WHEELED SMITHY AND MACHINE SHOP TO REPAIR FRENCH AEROPLANES. ..1 ' - . h fx77: IfW A SA1EK TRICK HAS BEEN ADOPTED FOR SEVERU MACHINE SHOPS WHICH ARE FOLLOWING THE FRENCH AVIATORS.""" imers A Real Quality Car, of Superb Good Looks, at $1650 Stand on the main thoroughfare of any city. Watch the many makes of cars as they flash by. Most of them pass without notice from the people in the street Then comes some thoroughbred of motordom. People turn to look. You hear them say, "What car is that?" or "Isn't that car a beauty!" Yon probably have paid that tribute to the motor car thoroogbreds yourself. And If you happen to be the owner of such a car, you hare felt a glow of pride the juat pride one feels in possess ing a superior and distinctive thing. A motor car advertises your Judgment. If people don't admire it, you soon tire of even the highest priced car. But if people in the street stop to praise its grace and beauty; if your friends tell stories of its fine perfor mances; if your wife's friends laud its comfort, then you are glad to say, "That is my cat." And rueh a cajr la the 191S Chalmers -Light Six." Here la a car that has striking snuutuess and beauty. Owners of other cars praise the sweep of its molded oval senders. Passersby stop to enjoy the of its perfectly blended lines. Experts delight in its silent, vibration less power its rare "lightness of foot." Over 4,000 "Light Sixes" have been proved in more than 3,000,000 miles of service. The Chalmers "Light Six" is the one 1915 car with an aggre gate mileage great enough to prove beyond doubt that it has strength for every emergency, power to spare, and the easy riding qualities of cars costing much more. It is the one 1915 car that is selling more rapidly every day, even in these times when most people are thinking of other things brsirlcs auto mobiles. We offer the 19IS "Light Six" at $1650 as we do all Chalmers cars as a real quality car, comparable with cars of much greater cost. This "Light Six" is not sold on price alone; but on quality WTmanal value at an extremely low price. Quality First You can buy a car of this passenger capacity for less money. But the difference you pay to get a Chalmers "Light Six" will be returned to you in the added pleasure and satisfaction of owning a car of whose looks and per formance you can always be proud. If you pay less than Chalmers prices, you must be satisfied with less than Chalmers quality. A few big features of the 1915 "Light Six": a different kind of auto bile beauty; unusually handsome finish; PuHraan-lilce comfort ; 48 FL P. long stroke non-staHable motor which "stays put;" graceful molded oval fenders of both strength and beauty; 4 1-2 inch tires "Nobby tread on rear iv heels; un usually complete equipment including Chalmers -made one-man top of silk mohair, quick-acting storm curtains, five demountable rims, one-motion Chalmers-Eats electric starter, which makes the motor non-stallable, Klaxon born, electric fights, etc And perhaps the gieateat feature of all, the unusually high quality in a car at such a price. You will better appreciate that fact after you have seen and ridden in five 1915 Chalmers cars. We will give you the Chalmers "Real Test" Ride at your own convenience. Arrange for it today. Portland, Oregon H. L. Keats Auto Company Seattle, Washington TRUCK REPLACES MULES FEDERAL CARRIES SAMPLES FOR SAN ANTONIO SALES MAX. Greater Territory Covered In Lean Time and Coat and Quicker DeUverv la Aaonred. There are at least two rejoicing salesmen on the A. B. Frank Company's staff In Ban Antonio, Tex., because now a Federal motor truck conveys the samples on their cross-country "drum ming" expeditions InBtead of the usual canvas covered wagons propelled by four-mule power. Before setting out on the journey the truck Is loaded with 2000 pounds of samples, provisions and a camping out fit for two. The expedition proceeds from town to town showing samples and taking orders. These trips are then followed up by another Federal, which delivers the merchandise ordered. Several mule teams are still retained on the delivering journeys and work upon the nearby town, while the truck reaches the outlying dfstricts. The first trip of the novel sample wagon was made last Summer, which included a route of 250 miles over roads that never before had been traveled by anything but the sure-footed mule. The truck averaged 10 miles per hour throughout the entire trip over sandy roads and mountainous trails, touching all the adjacent towns which are not accessible by railroads. The Federal has been in operation nine months and- not once have its pilots had any cause for anxiety, for at all times it is ready to work and has never failed in a pinch. ' The truck was under perfect control at all times, which is more than could be said of the stubborn mules. Trips that originally took them from two to three months, the Federal ac complishes In three to four weeks and at a saving of about one-half. The trucks work within a radius of 600 miles, or about three times as far as the mule. The salesmen who now operate the Federal have improved greatly in looks and are taking on weight, for they have nothing to do but sit at the wheel and peacefully drive the truck along. This is unlike their experience, with the strong-headed mules, who if they took a notion would stop on a mud road and compel the drivers to climb out In the mire ankle deep to coax them along. And after a long stretch in the hot sun the Federal doesn't have to be- rested half to. tour la tie shade, . Xho mule seem glad of the advent of the motor truck, because they never were particu larly fond of working. TOTRIXG MAXWIvLIj PRAISED II- M.- Wise on Coast-to-Coast Trip Makes No Repairs. Several messages have been received In the offices of the Maxwell Motor Company. In Detroit, from H. M. Wise, who is making a coast-to-coast trip in a Maxwell touring car. Mr. Wise and his brother are estab lishing agencies for an acetyllne gas generator destined for lighting farm houses and Isolated localities. Stops are being made along the route and ir. wise is being extensively enter tained by Maxwell dealers In every town where he makes a stop. The tour thus far is peculiar in that no accidents or mishaps have occurred and the car has needed no attention whatever. In fact, no repair work could be done on the road, as Mr. Wise carries no tools, his only equipment being an extra tire. St. Louis has been reached and the tourists are now among the Rockies. Writing from St. Louis, Mr. Wise says: "The little Maxwell showed Itself today, when we made 120 miles after a hard rain through black mud roads that people said were impassable." Motorcycle Notes IN THE motorcycle events which were a part of the annual home coming celebration at Ontonagon, N. Y., Gorsche, of Tamarack, broke the state amateur record for five miles, making the distance in 6:30. Mr. and Mrs. R. S. Maxwell, of Belolt. Wis., are making an eight-day motor cycle tour of Indiana. About 150 motorcyclists attended the F. A. M. Labor day picnic at Sioux Falls. S. X. The Freeport (111.) Motorcycle Club is taking steps to have danger signals placed at curves and railway crossings along the roads leading into Freeport. About 125 riders attended the annual outing of the Elmira (N. Y.) Motor cycle Club, held at Happy Thought cot tage. J. Hill Freeman and J. J. Johnson, two enthusiastic motorcyclists of Hous ton, Tex., are touring to Rome. Ga. They are not trying for any speed or economy records, but will spend some time visiting and sight-seeing en route. The Inspector of the Ohio Dairy Com pany, of Toledo, has covered more than 10,000 miles on his motorcycle since last May, riding over all sorts of roads, cattle paths, lanes, and even through pastures and meadows, and says his two-wheeler has never failed him. When the hunting season opens in Canada it will find numerous motor cycle parties organized ready to start in search of wild duck. The proceeds from the Labor day motorcycle events at Springfield. Mo., are to be used to build a clubhouse for the Springfield Motorcycle Club. F. E. French recently rode his motor cycle from Mlddletown, O., to Toledo in five hours and 40 minutes. The best train time between these two cities Is said to be five hours and 16 minutes. FEDERAL TRUCKS EN ROUTE TO BRITAIN TOR USE IN WAR. kSZ S,: mam. jl II o- ' : v -:2K?r4Z: y. Att-. V-Tit" f i &3 :X.-:-:t CO.NFIICT SEES NEW WORK. FOR AUTO. It Is difficult for commerce to be downed. With the North Atlantio swarming with cruisers of the hos tile powers in the first stages of the European war, a number of trade ships managed to trickle through Today with the British fleet mistress of the North Atlantic, shipments that are bound for English and neu tral ports are being put across without any difficulty. . Export business, stunned at the sudden breaking of the war cloud, has recovered from its shock and is making the most of its opportunities. While Europe is at war America is working, as is evidenced by the shipments of American-made goods that now are Rolng abroad. The illustration shows two Federal trucks aa they were boxed and leaving the factory. Thev are bound for London. England. .J f LA JIUXIJJJL' III! -. JL A J-U-'' A