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About The Sunday Oregonian. (Portland, Ore.) 1881-current | View Entire Issue (Nov. 8, 1914)
5 EXPERT DISCUSSES WHITE BODIES HEW HUDSON WITH COOLING SYSTEM, HAS BIG BOOSTER IN FARMER New White Models Arc Extremes in Streamline Body Effects State Fish and Game "Wardens Have Eight Hand Man in Motorcycle Vs Aid in Arresting Hunters Who Shoot From Public Highways. Grand Prize Journal Contest Re ilhe Fif tin A Super-Car $1X75 With Electric Equipment, f. o. b. Lansing Streamline Design Beautiful ' and Distinctive. Charles E. Buck Says Events of Business World Are as Interesting as Others. RANGE OF MODELS IS WIDE Sedan, Town Car and Landaulet Uniousine Added to Line of Tour ing and Roadster Types Uni fied control System Prevalent. GOOD WILL IS FACTOR TFfE SUNDAY OTIKRONTAJf. PORTLAND. NOVEMBER 8. 1914. COMMERCIAL NEWS p j1, 1 1 1 , - ' Advertising lnt Report o( Worth of Goods, but Product Must Back Up Claims Made . for It, He Says. BT CHARLES E. BUCK Aaaistant Advertiainr Manager, Hupp Motor Car Company. "What ia advertising? The most accurate answer that T can give to this question ia a sentence I learned aa a small boy tn Sundey School, that advertising- ia "the out ward and visible sign pf an inward, and spiritual grace." .- There la nothing mysterious about -advertising. It, la Just news commer cial news. Every successful advertise ment ia aa interesting and important to a certain number of people aa the most intense item in the live columns of any publication in America. It Rives them just as much Information on the article in which they are in terested at that particular moment. Advertising that has no news value, and consequently does not interest, is. not advertising it is waste. Product Must Back Claim. But advertising .with all its im portance and value aa the Quickest and shortest cut to public approval is only one factor in the success of any Nationally advertised product. Coupled .with the advertising must be a product which is the best that money, science, manufacturing facili ties and honor can produce. No mat ter how good the advertising may be. it cannot long sell a bad product or one that does not contain all that ia best in its particular field. Advertising has done more to raise the standard of advertised goods in every line of business and to increase the qu&lity of the non-advertised prod uct in the same field than any other commercial influence known. And by advertising we mean a con tinual flow of commercial news. There is nothing more dead and uninter esting than yesterday's newspaper, and there is nothing so live and reeking with interest as today's newspaper, and ite go to bed anticipating the news of tomorrow's publications. So, to reap the best news value of any advertising, we have got to keep before the group that is interested in our product just as often as conditions allow. The public realizes this in a sub. conscious way, and without analyzing It .knows that a product that is Na tionally advertised year after ysar has got to make good every promise and claim the advertising makes or build an army of dissatisfied enemies that all the printer's ink in the world could not overcome. ReaMOns Not Studied. Stop for a moment and consider the good-will value advertising has made for the best-known products, When we speak ot soap most people think of Ivory. Everybody knows that it is 99.44 per cent pure and everybody knows that "it floats," because every body has read Ivory aoap news. But there is not one person in a hundred who can tell you why it floats or what the standard of soap purity Is. Take baking powder, and to 90 per cent of the minds the first picture to appear is Royal, yet there are thou sands of baking powders manufactured There are hundreds of pedigreed dogs yi America that are worth thousands of dollars, but there is not a single dog in all the world as well known aa the picture of the fox terrier listening to "the voice of his master. . The Prudential Insurance Company has done more to place the rock of Gibraltar in the minds of the masses than all the geographies combined, and Incidentally has left a wonderful pic ture of the strength of this company. Say powder or dynamite and you au tomatlcally think of Dupont, Specific Examplea Cited. There are no two characters more Intimately known to the American peo ple than the Gold Dust Twins, and there is hardly a home in America where the Cream of Wheat Man ia not met with a smile. These are just a few of specific in stances of hundreds of equally atrik lng examples that could be made. Back of it all is our unconscious acceptance that this is the day of the specialist. and that nothing succeeds like success that the big important manufacturer who constantly informs you through the daily press of the merit of his article is not onlv a snecialist. but a successful specialist one we can trust' with our patronage. You and I are today reading the ad vertisements of certain articles we an ticipate purchasing some time in the future. Jn a great many instances the actual sale is made months before the money changes hands. It ia made purely through the interest and con fidence the manufacturer's "news" has given us in the article we probably would never have known if it had not been for the daily press. Thus my answer that advertising is the "outward and visible sign of an in ward and spiritual grace." AUTO SALE IS "SXIPPED OVER" ir-iniiTiifi.diiilK,iini ftitirTiii iiir iiiifiii.iii-i-1itliiiti-iiYI-i- ifiiiiMrniin" m m i ii imj in tNivr ' r'iLrr ' : i af WiQsSm r ... i 1 .1.1 - , , .... . - ' t, r i -T,jsW 4Jif ,1f-i,,vDja ' , . . : ' w car? s.rrf fK O NB of C. L. Boss' best boosters in Eastern Oregon is David Nel son, a wealthy land owner and farmer, who also backs the Hudson Six in the district about Pendleton. Because of the efficient cooling system of the Hudson this car is making many friends in the former "horse-heaven" country. The farmer of that section must have a car with a perfect cooling sys tem. Nowhere are the demands on the system more strenuous. First, it must be one that can be relied on at all times. Water is not to be found everywhere along those roads of East ern Oregon, so it must be one which stays dependable. The Hudson has filled the bill. - The new models of the White Com pany, particularly the "Big Six," are the extremes in the application of the streamline effect in body designs. The style is unique and probably the forerunner of many models like it. Instead of one cowel there practically are two, one Just backof the engine and the other in the back of the front seat. It is much like a cockpit in a boat and eliminates all the projections on the line of the body. The back of the front seat is flush with the body of the car and projections of the sides extend like a bulkhead across the car The motorcycle has become the right- hand man of the State Fish and Game Commission in the matter of keeping the hunters within bounds. Around Portland E. H. Clark, L. H. Truesdell and Frank Ervin ride over every mile I rendered a touching song. The climax of road and through all the hunting of the night was a trial in which eountrv and Earns violators nowhere ! Perry Abbott was fined 30 cents, hot are safe. I dogs, coffees, cigars, tobacco, pipes and The motorcycle was first brought into the department by William L. Finley in 1912 when he was game warden. Since then C. H. Evans, pres ent official of that department, has added seven more to the flock of war dens who are particularly active in running down game violators who ahooot from public highways. These men are out over all roads andT in any kind of weather. Their machines are always on the job. Frank C. Biggs has Just returned from another, trip East and precedes a trainload of new Packarda and Jeffery "Sixes," the lines which - Mr. Riggs carries for 1915. - Like all men coming from the other end of the Continent, Mr. Riggs de clares that matters are assuming a rosy hue and that the West will feel a break In buslnesa before long. The Portland Motorcycle Club held a complimentary smoker to the Multno mah Motorcycle Club Thursday night at thePortland clubrooms. It was the second of the interclub entertainments and marks the mending of the breach between the two and the consequent advancement of motorcycling in Port' land. The programme consisted of three live boxing numbers in challenge bouts between pairs of the two clubs. A comedy bout between a bantam and a real "rube" also was staged. Toy King, a Chinese actor of the old school. everything which might add to ;the evening's enjoyment. IXDIANAPOLIS XOX TO SECEDE Speedway Owners Peclared Friendly to Automobile Association. 1ND1ANAPOUS, Nov. 7. (Special.) Official sanction has been obtained by the Indianapolis motor speedway from the American Automobile Asso ciation for Its next 500-mile race, thereby refuting recent reports to the effect that the owners of the Hoosier track contemplated breaking with the parent organization. Speedway off! clals assert that they are on the friendliest terms with the American Automobile Association andnave no thought of taking independent action The recent announcement by tbe track management that it would in the future supervise manufacturers' tests on its own responsibility is declared well founded on precedent, similar trials having been conducted under the auspices of the Chicago Automo bile Club without American Automo bile Association sanction; nor, it Is said, is there any animus manifested toward the American Automobile As sociation by the speedway in taking such action. Everything points to ward a most successful contest sea son in 1915, it is asserted, so that to stir up a row at this time would be 1 considered wholly unwise. Body designa of. a distinctive and boautiful type, presenting a new con ception of the streamline principle and abounding in exclusive features, create unusual interest in the new series of cars announced by the White Com pany of Cleveland. Although each model shows many mechanical refinements, the new cars are particularly notable for the marked individuality of their bodies. The beauty of form, the richness of finish and equipment, and the correctness of fashion have been expressed so har moniously and In such creative treat ment as to portray the craftsmanship of the custom builder. The new para consist of two 4 -cylinder models of SO and 48 horsepower respectively and one C-cylinder model of CO horsepower, and thia latter model, the well-known White Six, will hence forth be reserved to custom trade ex clusively. Several new body types have been added to those previously offered, giving a wider range of choice than ever before. TVew Models Equipped Fully. Besides the usual touring and road ster modela. there are Included aemt touring, sedan, town car. landaulet limousine and limousine types. . The standard models of the '"JO" will com prise a five-passenger touring car, three-passenger roadster, four-passes ger sedan and six-paaaenger town car. The standard types of the "4 8" will consist of a touring car, semi-touring car. landaulet-limoustne and limousine, all built for seven passengers. Any of the various bodies will be cuatom built for the White Six. While the price of ths White SI: will be subject to the variation of cus tom patronage the prices of the Thirty, ($2700) and the Forty-five ($2800) are slightly higher than the corresponding previous models, the difference repre sentlng the cost' of equipment not here tofore included in the list prices of the cars. All of the new models will be sold fully equipped and the equipment is deserving of especial mention. The new design ia featured by two separate cowla and la entirely devoid of all anglea, or even sharp curves. The top line of the hood and the upper line of the body are pleasingly merged iA the front cowl in a gentle curve, and even the backs of the front seats, al ways awkward in appearance, are gracefully absorbed in the aeeond cowl. Abruptness Is found nowhere. AH Modela f Unified Centre!. The two seats in the driving compart ment are divided, yet the division is not pronounced. The driver sits at the left with the gear-shifting lever within easy reach of hla right hand, while the emergency brake lever is placed at tils left, out of the way, yet quickly ac cessible when needed. An Important refinement ia the uni ficd control system on all models. The starting and lighting switches are con tained in a small, compact cylinder, mounted just below the steering wheel on the upper side of the steering post, so that tne driver can reach them wih out leaning forward. The electric sig nal button is located on top of the steering post, above the wheel. Conse quently the dash Is absolutely clean. The Thirty throughout is practically a smaller counterpart of the larger models. The tonneau is fitted with an extra folding seat which is placed on the left side and which, when not in use, can be removed and placed In one of the cabinets under the center cowl. When this extra seat Is not desired by the purchaser. $50 is deducted from the price of the car. One of the noticeable features of the new cars is the use of a dropped fram and underslung rear springs on the "45 and Six, making all of the new models extremely low, but without any sacri fice of clearance. This design, in con junction with the use of long, diamond end springs, has added materially to the well-known comfort of White cars. POLK ROADS IMPROVED FARMERS NOW ABLE TO USB LIGHT CARS FOR WINTER TRAVEL, Growth of Automobile Credited Wltn Impetus and Motor Vehicles Find Variety of V Fred West Sells Three Overland Cars on Pendleton Trip. Naturally the dealers like to "slip them over" on each other. Fred West, of the Overland, thinks he did it prop erly the early part of the week, when he and about three other Portland dealers made secret trips to Pendleton. Fred is gloating because he got rid of three Overlands during that trip. It happened like this: There is a rather wealthy woman not far from Pendleton who was thought to be due to buy one or two cars. She had a son who also needed one. The thought occurred to about three dealers at the same time and all three discov ered that others were on the Job. Hurry calls were eent to Portland. Fred got there Just a little bit ahead of some of the others and took an Over land out to the farm. She wanted to see it perform, and the feats he put it through won. He got the order and kept discreetly quiet about it. The others arrived on the ground, but the woman said noth ing. Finally one of them asked her about a sale. "Why, I have bought," replied the woman. "Well, why didn't you tell that In the first place?" remarked one of West's opponents. "My car won't be here for a week, and you all were so nice that I could not refuse your invitations to go driv ? lng," said the widow. 1 1 1 With a'membershlp of 24 a new mo ' torcycle club has been formed at Charleston, S. C. PORTLAND DANCING MASTER WHO IS LATEST PURCHASER OF LOZIER SIX. t'lvpiviuwva mi 'ill v ' i I jr,. J ,8! I i ' , I i t.y t-m. . J rm-i :& 1ZJ J ' t'--$ f. -i 1 - T..r: . . - . ; ' JIOM'ROSK M. RIKGLKH AMU HIS MKW POSSKSBIO Ji. RICKREALL., Or., Nov. 7. (8pecial.) Automobiles are to travel the roada ol Polk County this Winter on many graveled highways. Farmers now own light cars for Winter travel, and have aided In the good roads movement by adding gravel to the muddy highways during spare hours. Tbe roads In all directions from Rickreall are in good condition as the result of the work of three years ago, when "slough" gravel was laid for many miles. Tbe material packed in a cement-like manner, giv ing the roads a hard surface for both Winter and Summer traffic. New plans for obtaining the gravel have aided greatly in the movement for better highways. At Independence loaders were Installed on the banks of the Willamette River, where wagons get their load in a few minutes without loss of time. Polk County roads in the Summer attract many tourists. Those who passed through the hilly parts ef the county last Summer found the dust clear and the traveling smooth. The large sale of automobiles in the county is given as the cause for the movement throughout all the districts to put the highways in proper shape for Winter travel. Farmers save much time by using a light car In the Win ter to make trips to town. Dairymen especially find automobiles useful In their Winter business. Roads that will be traveled by auto during the Winter are: Monmouth to Independence, Buena Vista to Inde pendence, Rickreall to Dallas, Dallas to Monmouth. Rickreall to Monmouth, Dallas to Salt Creek. Dallas to Salem, Independence to Salem, Monmouth to Alrlle, Monmouth to Buena Vista, Perrydale to Dallas. Prince Forsakes Rickashaw. Just to show that he has not forgot ten his American training. His Excel lency Taotai Chung Mun Yue has for saken the rickshaw and is now seen dally driving in the streets of Shang hai In his Studebaker roadster. His Excellency, who was graduated from Yale in 1883, is now director-general of the Shanghai-Nanking Railway. $2,000,000 Spent Yearly to Make This the Long Time Car On Reo the Fifth we spend $2,000,000 yearly more than we need to spend. That is, more than it would cost if built by lesser standards. This extra cost goes into finer parts, into margins of safety, into eostly materials. It goes into exactness ,into slow, careful building. We spend six weeks on each car. It goes into fitting every part of the car to meet our most radical tests. For Your Safety and Saving The result is vast over capacity averaging 50 per cent. It means safety and comfort, and the saving of trouble and upkeep. It means a car that stays new. In this model plant, by special machinery and by efficiency, we have brought the price below many lesser cars. The price, with full equipment, is $220 less than We Give it used to be. That results from confining our whole attention o this single model. Many Betterments The Reo designers give their whole attention to keeping this car up-to-date. New features are addod as fast as developed. There have been many added in the past few months. You will find here the newest ideas in equipment. You will find the latest lines in the body, and all the new vogues in finish and design. You will find some features. including one-rod control found in no other cars as yet. Come see the latest model. Go over with us the many ways in which this car excels. Over 35,000 men have chosen Reo the Fifth when they bought a car to keep. The facts which won them are bound to win you. See what they are. on All Sales DISTRIBUTORS Northwest Auto Co, P. W. Vogler, President Broadway at Couch ill WHY, OH WHY Will You Pass This .y? Lriamond Tires Are Cheaper and Better. Why Pay ore? WHEX WILL YOU WAKE VP. MR. MAN? ARCHER AND WIGGINS OAK STREET. CORNER SIXTH. Automobile Supplies Sporting Goods NO ACHING BACKS NO PALPITATION OF THE HEART When You Use the New Stewart Tire Pump Complete $15 BALLOU & WRIGHT Marshall 5860, A 6638 B ROADWAY AT OAK BOWSER GASOLINE and OIL TANKS storage: systems von public axd phi. VATK UAKAGK9. S. D. Stoddard, Dlatrlct Supt. Salca, 415 Corbctt Bid. Main 14741. Twenty-eight new motorcycles have been ordered lor the police department DIAMOND TIRES Vdcajizhig&Relreadins R.LBLODGETT. i91 &.):scok STUDEBAKER SEDAN SLIGHTLY USED Fully equipped and for sale at less than 2 of Original Cost H. L. KEATS AUTO CO. Broadway and Burnside of Los Angeles, cal.
