5
HEED OF PUBLICITY
TOPIC OF ADDRESS
FIRST VIEWS OF THE GRADE OF THE SKYLINE BOULEVARD. WHICH WILL ADD 11 MILES OF
HILLSIDE DRIVE TO PORTLAND'S PARKWAYS.
SKYLINE IS GROWING
'CAN YOU BEAT IT?3
COMPARE THIS DIAMOND SQIKKGKK TREAD
TIRE
LIST WITH OTHER MAKES.
New Boulevard Will Add 11
Miles to Portland Drive.
Squ
Sqnertree
Trr-md
Prlrcn.
THFSU
lTMU
Sirr rrlre.
FOR
SO X li.65
S- x 4Vi S3S.OO
dMs sis.io
33x4 S25.25
34x4 S26.05
as x "k )j..;t,.. pec
2 LESS
3 x o 44.4,
38 x OH 57.30
Dealer Declared Final Con
necting Link Between Pro
ducer and Consumer.
GRADE NOW ESTABLISHED
ARCHER AND WIGGINS
OAK STREET, COA.XEK SIXTH.
THE SUNDAY OREGON'IAN, PORTLAND, OCTOBER 11, 1914.
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UNKNOWN BRAND DISLIKED
Edward S. Babcock, of Firestone
Company, Asserts Necessity for
National and local Advertis
ing to Educate Public.
Advertising was termed the mega
phone and the heavy artillery of busi
ness by Edward S. Babcock, advertising-
manager of the Firestone Tire &
Rubber Company, in an address before
the convention of the Minnesota State
Automobile Dealers' Association held
last week.
Mr. Babcock emphasized the import
ance of the dealers in the automobile
business. He called them the last link
between manufacturer and consumer.
Mr. Babcock's address, in part, fol
lows :
'The dealer is the last link be
tween the manufacturer and his con
suming public. Me can make or break
the manufacturer In his territory. He,
it is the dealer who with his activity,
his integrity and his business promo
tion can advance the manufacturer's in
terests more than any other force in
his territory.
"Realizing these things, then it is
only natural that the modern manu
facturer should realize the pivotal im
portance of the dealer and endeavor
to do everything possible, not only to
sell the dealer but to help the dealer
sell the goods to the public. And in it
all, advertising has a large hand.
"Advertising is the megaphone of
-business, and is the great composite
voice which speaks the policies of the
institution to millions and millions of
people who see the publicity country
wide. Business executives today ap
preciate the need of building strong
tnd deep. They realize that their or
ganizations to be permanent must be
built on a sound basis. A mushroom
grows up over night but it takes years
to grow an oak tree.
Dealers Importance Cited.
"'Dealers more and more are becom
ing regarded as an important and large
factor in many organizations. They
are regarded as they should be as
necessary and important links in the
chain of development.
"What can the automobile and auto
mobile accessory dealer of today ex
pect in the way of specific co-operation
from the factories he represents?
"There are many, many things which
he should not only demand but use and
capitalize.
"in the first place, before putting in
a line at all, he should be sure that it
is a standard, advertised line, because
that means it will be much easier to
sell. People believe in advertised goods
much more confidently than they do in
some unbranded goods which have not
back of 'them the educational cam
paigns necessary to' familiarize the pub
lic with them.
"With such a product, well adver
tised and well established in the gen
eral public mind, your sailing will be
much simpler than with a brand new,
unknown product, whether it be auto
mobile carburetor, spark plugs or tires.
"This general advertising is the
heavy artillery of business. But in the
makeup of the business army there
must be more than artillery; there must
be the infantry, which means that there
must be specific local advertising and
sales assistance If the dealer is to make
the most progress.
"Do not get the idea that the ad
vertising which you do in your local
territories is not helpful. Do not get
the idea that the general advertising
of the manufacturer is not helpful. It
works sometimes like this:
".Each little advertisement reaches a
few people and each succeeding adver
tisement reaches a few more, and pretty
soon you have leavened the territory
you are covering, whether it be local
or National, with a knowledge of your
goods. This is the kind of assistance
and co-operation which you dealers out
here in Minnesota have a right to ex
pect from all manufacturers you repre
sent, and when you get It, you will find
that the public you are trying to reach
will not seem so distant nor bard to
get at.
"After all, the great light which is
shining brightest in the commercial
heavens these days is showing manu
facturers that the ultimate consumer
is the man to be reached. Dealers
know this, and by co-operation, manu
facturers and dealers are achieving
splendid results.
"General advertising is like a great
National business card, which is handed
to your customers and prospects before
you call on them. You see actual trace
able results of this advertising when
ever you call on a man and he says:
" 'Tes, I know your proposition, and
I am glad to hear you are handling It
in this territory.' '
PEERLESS MEETS NEED
MODKL DKSIGXED TO RESPOND TO
A IS" V ROAD DEMAND.
Short Wheel Base Enables Car to Give
Bent Service on City Pave
ments, Makers Believe.
"The latest European specifications
and 1'eerless quality for 12000."
In these terms the Peerless Motor Car
Company has just announced a line of
light, short wheel base, "all purpose
c:irs, which will supplement the large
4 -horsepower six cylinders the com
pany has been building for several
years.
Thee new light cars are made in both
four and six-cylinder tytes. The four
sens lor juuo and the six for S2250.
They follow in general design the type
that has been most universHlly adopted
oy me leauinir light car makers of Eu
rope during the past year or two.
Thirty nine leading makes of Euro
pean light cars have an average wheel
base of 112 ij, inches. The Peerless light
four has a wheelbase of 113 Inches.
This feature makes the car easy to
manage in narrow streets and crowded
traffic. It is of great advantage in city
use. Owing to the sorinar :i rr n ppnuiti t
riding ease as great as that attained in
longer wneeibase ears is secured.
It Is pointed out in connection with
tne snort wneelbase that the ordinarv
car is used 20 days for regular service
In ana aoout the city, for one dav tour
ing in the country. Yet in the past most
American cars nave been built pri
marily for tourtngt and have not been
fully adapted for use on cltv streets.
The Peerless "all purpose" cars are of
trie best possioie design for city use,
and at the same time are as well fitted
for touring as any other car.
The four-cyclinder motor is most unl
versally used in European light cars.
jfi xtg ' -1 Hf
1. VIEW FROM THB 50O-KOOT LEVEL, - OME OF THE! MANY HAIRPIN CURVES, SHOWING THE ROAD
ON BOTH SIDES.
It is of the small bore, high speed type.
Recent development In motor construc
tion has made it possible to build a
four-cylinder motor which is as smooth
in operation and as flexible as the six.
But in deference to a widespread desire
among American motorists for the six
cylinder, the Peerless "all purpose"
car is also supplied In that type. The
wheelbase of the six is just enough
longer than the four to accommodate
the longer motor 121 inches.
Owing to the fact that American
roads are still in most localities far
from the perfection attained in Europe,
the Peerless "all purpose" car has been
given" 50 per cent more power than the
average of the 39 best light cars built
in England and on the Continent. The
cylinders of the four-cylinder are
three and three-fourths inches by Ave
Inches, and in the six they are three
and one-half inches' by five Inches.
In so light a car this supplies ample
power for all requirements. A 20-gallon
gasoline tank Is carried and this is said
to be large enough to contain a supply
that will drive the car from 300 to 400
miles. This is a great advantage In
touring, especially when the owner
drives his own car, as it makes unnec
essary frequent attention to the gaso
line supply.
GRANT CAR SALES GROW FAST
Shipments of Small Company at
Findlay Snrprisingly Large.
The Grant Motor Company, at Find-
lay, O., disposed of more cars during
July and August than had been antici
pated, and, in fact, shipments from the
factory were three times as large as
had been planned for. Anticipations
for the future are very bright with this
company, which is going ahead active
ly with its 1915 plans.
The Grant Motor Company has been
one of the most successful of the small
car companies that entered business
less than two years ago, and during the
months when many companies are
slack it has pushed forward success
fully with a surprisingly large production.
Who's Who Amon6 Portland Autqists
4
. H. R. ALBEE, MAYOR OF PORTLAND.
A man who has such a big job as the management of a city is expected to make the utmoBt use of a
motorcar. Mayor Albee does this.
Portland is approximately six miles in breadth and 10 miles in length. Not a section of that territory is
too far away for the Mayor to inspect personally, when any improvement Is considered.
He drives his own car, a White, and finds it half the pleasure of possession. He is a-careful driver and
no one is a better observer of the traffic laws which he forces others to respect.
NEW JEFFERY GAB HERE
CHESTERFIELD SIX FILLS EVERY
AUTO REQUIREMENT.
Machine Is Near Approach to Stream
Hue and Has Motor That Meets
Specification of Ideal Plant.
Portland's first Jeffery Chesterfield
Six arrived in Portland the past week
and will soon be ready for delivery by
the Frank C. Riggs Company.
One glance and a ride is assurance
that the car Is a credit to the Thomas
B. Jeffery Company, makers of the
Jeffery Four and the Jeffery big Six.
The new car will sell for $1800 and
offers everything that modern demand
should require of automobile builders.
The most pleasing Impression is had
at first glance, because of the lines of
the car.
It undoubtedly is the nearest ap
proach to a streamline which has yet
appeared in Portland.
From the raidator to the end of the
body there is not one point of the
gentle line of the body. There is no
projection at the cowl, yet the whole
is so tapered and rounded that the car
is not given a wedge-shape appearance.
In speaking of the car Mr. Riggs, of
the local distributors, said:
"I think we mad a good move when
we took on the Jeffery line for Port
land. Jeffery frankly has made an ef
fort in the Chesterfield Six to command
the attention -of the people with good
taste, those who do not hesitate to en
joy quality, even though secured at a
moderate price.
"The builders have simply embodied
those Ideas which have made the Jef
fery Four a pronounced success in
building a six-cylinder car which has
the quality of the finest American and
y 1
S9 T
9. v
foreign cars, and will be sold at a price
but slightly In excess of the cheaper
assembled sixes.
The motor of the Chesterfield Six is
of the high speed, high efficiency, bloc
type, developing 85-42-horsepower. It
is juBt such a motor as was specified
as the power plant of the ideal car by
the Society of Automobile Engineers
at their last meeting.
."It weighs but 397 pounds; think of
it! Light, economical and with a wealth
of reserve power, its bore and stroke
is but 3 try 5 Inches.
The motor indeed Is a wonderful per
former. Standing at a dead standstill,
the clutch system and wonderful flex
ibility of the motor allow a start in
third speed without a jar and no rasp
ing. This is attributed to the dry plate
clutch, which allows the necessary
amount of "give" without danger of
tearing out anything, even when the
clutch is let in suddenly, gears in third
and motor going at a pretty good rate.
The car has the Bijur starting and
lighting system. This Is the two-unit
type. It consists of a generator and
starting motor, with control switches
and battery.
The car also has worm drive, which
many say is a big factor towards a
smooth running car, and absence of
transmission troubles. Another me
chanical feature is the Daimler leather
coupling, which -also helps towards
smoother transmission.
Xon-Burstable Tube Invented.
A non-burstable inner tube for use
In motor car tires was demonstrated
recently at New York, where the tests
showed it was possible to use worn
out casings without a blow-out result
ing. Twelve taxicabs were employed,
and the inner tube placed in shoes,
which either were torn or purposely
exposed. The tires were Inflated as
If the cases were newand the experi
ment showed 'the tubes to be of re
markable strength. The claim made
is that, with them, every bit of wear
there is left in an old shoe may be
utilized.
Climb Is Steady, Although Easy, and
Only Variance Is at Point
Where Property y Owner
Refused Concession.
Inside of six months Portland will
have 11 more miles of suburban park
way drives, .for theSkyline boulevard,
now graded and blasted over almost its
entire length, will be finished inside
that time. The boulevard is being built
from Willamette Heights to crest of
the hills, north of Portland and thence
north to the Germantown road. -
In a straight line the beginning and
end are only six miles apart, but the
winding curves of the roadway make
the actual distance covered a fraction
more than 11 miles.
With the exception of about 900 feet
of clay work, the grade is established
and gives the observer an Idea of the
beauties the new road will open to
Portland.
Beautiful view of City Given.
Almost the first rise from the houses
on Willamette Heights aives a beauti
ful view of the northwest section of the
city. The climb is a steady one, though
easy, until tne 650-foot level is reached.
This altitude is maintained generally
until the northern junction with the
Germantown road is reached. The only
variance is about five miles. from the
Portland end, where one of the prop
erty owners refused to grant parking
and other concessions to the road. Here
the builders went up and over the prop
erty anectea.
After the first rise, the view is some
thing which few cities can equal. Be
low is the city and the river. To the
east can be seen Mount Hood and the
suburbs of Portland. A little to the
left, seemingly only a mile or two. lie
Vancouver and the Columbia River. Be
yond its banks are the famous snow-
-lad mountains of that state. Each of
tne Z5 hairpin curves offers a new
sight or an old sight in a new frame.
panelled in the giant trunks of virgin
uregon forest. one patch of forest
has a tree nine feet in diameter, one
of the few of that size spared that
close to Portland. The road is being
ouiit ana paid for by the" property
owners through whose property it is
iaia out. xoe niggest part of it lies
within the city limits of Linnton and
the warrants are being bandied by that
city.
Home Sites to Be Sold.
Later, home sites will be sold along
tne 11 miles. Probably the land all
along the drive will be platted into
acreage, so that the houses will be far
enough apart to preserve much of the
natural beauty of hills. These hills are
only a few minutes' drive from the
heart of Portland but their character
will make them ideal for the location
of beautiful homes.
No grants for streetcar lines will be
given, at least over the road which is
being built. Transportation to the
homes along there will be afforded-by
motor bus. Shepard & Gearin, a firm
Interested in much of the property
along the road, will conduct the auto
line. Such a line is now being success
fully conducted to JUnnton.
The owners of the property affected,
and who are building this beautiful
parkway are: James Anderson, of
Portland; W. F. Kettenbach. Lewlston
Idaho: Regents Realty Company, Port
land; Percy Blythe. London: Mrs. J. W.
Cook, Portland; Salzmann Investment
Company, Portland; Otto Kraemer,
Portland; Fred -A. Jacobs, Portland; H.
L. Pittock, A. D. Grunn, Gillette & Men
efee, Willamette Trust Company, Mrs.
Sol Hlrsch, West St. Johns Land Com
pany, St. Helens Realty Company, May-
DrooK Land company, Wlllalatin In
vestment Company, St. Helen's Hall and
neynote teaity company.
Cot la About 70O0 a Mile.
The cost of the improvement will be
about $75,000, which makes the cost per
mile only a little less than $7000. Much
of the road was blasted from solid rock.
One of the problems was, the making
of a cut past the face of the hill over
the Frank L Smith plant on the Linn
ton road. Work as they might, the
men could not avoid letting some of
the rocks get by and when the labor
ers were past the danger spot Mr. Smith
collected 300.
The road will be macadamized early
in the year with rock taken along the
roaa. Tne surface in many places is
now in condition to stand auto travel
and when completed the road will be
one of the most beautiful drives around
the city.
BICYCLE TRADE INCREASING
More "Wheels" Will Be Made In
1913 Than for 2 0 Years Past.
More bicycles will be made in the
United States for 1915 than were .made
In any year except the very heyday
of bicycling, 20 years ago. Experts
say more bicycles than ever before are
being used in this country now. This
is just one of the interesting points
brought out by the Goodyear Tire &
Rubber Company in its motorcycle and
bicycle tire announcement for 1915.
Sales manager S. A. Falor, of the
motorcycle and bicycle tire department
of Goodyear, says:
"Goodyear tires will have stronger
beads than ever before in 1915. They
wilt have gum strips between plies at
the splices, same as Goodyear automo
bile tires. A still more durable tread
stock has been evolved for the '15 prod
uct. The feather edge of the flap has
been perfected. Every Goodyear tube
will carry a valve-spreader, and the
tubes themselves will be heavier than
ever before.
"In bicycle tires we have a radical
new proposition. We will make one
style of tire only. It will be as good as
we know how to make it at a prloe the
consumer ought to pay if be wants real
service.
"The era of cheap bicycle tires Is
passing rapidly. Bicycles themselves
are better, and more and more of them
are being made each year. They are en
titled to have real tires, and consu
mers are now demanding them. Good
year has had a record year in this de
partment, and prospects for 1915 are
the brightest."
OVEKLASD
TOLD
Simplicity of Wiring System Revela
0 tion, Saya J. AV. Leavltt.
"The simplicity of the Ignition sys
tem on the new Overland car Is a reve
lation." says J. W. Leavltt, of J. W.
Leavltt & Co., Coast distributers for
the Overland cars.
"One does not have to be an elec
trician to understand the new system.
There are no yards of wire to be tapped,
investigated, or tested if the system
seems out of order. There are but
four short Insulated wires and if these
prove to be intact one has merely to
test the spark plugs or magneto. The
absence of distributer and cowl simpli
fies the ignition system, down to
practically three .units, that of mag-
Dann Oil Cushion
Spring Insert
Something new to add to your comfort and
save spring expense.
ASK US
BALL0U & WRIGHT BRgf8Z?
BOWSER
DIAMOND TIRE!
Vnkaiiiiiij&Relreaifiiis B.EELODGEIT, ""'JSSiSJSlSM1"
NORTHWEST AUTO CO.
Factory Distributors of
Cole, Lozier, Reo Cars
BROADWAY AT COUCH STREET
Main 8887
neto. spark plug and four short wires.
The new type 'NCi' magneto recently
developed by the Bosch Magneto Com
pany, ana iaturea as stanoara on me
1915 four-cylinder Overland motors, is
the most simplified true high-tension
Instrument ever designed by any manu
facturer. It Is .destitute of the con
ventional distributer and gears.
"The distribution of the current is
accomplished by a dual collector ring
which forms the front part of the arma
ture assembly. Bach half of the col
lector ring has imbedded in its peri
phery a .segment. These two segments
are insulated from each other and ar
ranged 180 degrees apart. The two
ends of the secondary winding are re
spectively connected to these segments.
which make contact with the cables
leading to those cylinders In which the
pistons are, at the outer extremities ot
their strokes, or in other words, on
top dead-center.
"The wiring is extremely simple, in
asmuch as the two cables designated
as No. 1 on the carbon holders are
wired to cylinders No. 1 and No. 3, while
REAL
Human enjoyment demands individuality.
The commonplace is tiresome. When men
drove fine horses, the joy of it all was in the
animals' splendid individuality a horse with
out "points" had no charm. So with motor
cars. Utility is ordinary; the real zest comes
from owning a car of signal superiority over
commonplace cars a car belonging to an
entirely different class; a car of distinguishable
individuality. This 'zest will be yours when
you own a 1915 Winton Six. We give your
personal car personal treatment to please your
taste, and as for merit - simply write
your own guarantee.
The Winton Motor Car
Company
Twenty-Third and Washington Sts.
Telephone Main 4244
HERCULES TIRES
4 Non-Skid
I I I tt-, t
A V Worn Out
GASOLINE and OIL TANKS
STORAGE SYSTEMS FOR PUBLIC A IJ PRI
VATE GARAGES. S. I). Stoddard. District Supt.
Sales, 415 Corbett Bids. Main 14TU.
A 4959
the remaining two cables are wired to
cylinders No. 2 and No. 4. No. 1 cylin
der must, of course, be in the firing po
sition and the segments of the collector
ring must be making contact with No.
1 carbon brushes.
"The elimination of the cumbersome
parts does not in any way detract from
the efficiency of the type 'NTJ4' Bosch
magneto, but makes it a highly effica
cious and durable Instrument, in which
are embodied the best materials and
the well-known skilled Bosch work
manship." Cole Car Makes Fast Trip.
INDIANAPOLIS, Oct. 10. (Special.)
Numerous new owners of Cole motor
cars have come to the factory recently
and driven their cars home. L. P. Lar
son, of Green Bay, "Wis., set the record
for speed when he drove a Cole big six
a distance of 437 miles in 19 hours, an
average of 23 miles an hour. The last
50 miles were made in a driving rain
storm.
ZEST
The Tire That Stole the Skid
From the Automobile.
Sea Island Fiber on ed,
Crfl placed at acute angles with
iroad, interwoven with high-
grade rubber, prevents cuts,
punctures, skidding and in
sures 5000 miles.
F.H. SHERMAN, Gen. Agt.
335 Burnside, Nr. Broadway