The Sunday Oregonian., November 16, 1919, SECTION SIX, Page 12, Image 90

13
THE SUNDAY OREGOMAX. PORTLAND. NOVEMBER 1G. 1919.
T
IS IMMENSE PLflCEii?
F. M. Leeston-Smith Dazed
by the Sights There.
E. H. M'CARTY ON THE JOB
Former Studebaker Northwest Mun
agcr Declared Greatest Port
land Booster in East.
Can you imagine an automobile
factory that in area alone i covers
about as much space as Portland's
downtown business section, employs
12.000 men, and in buildings and
equipment represents an expenditure
of $-5, 000,000? 1 A visit to South Bend,
Ind., where the Studebaker Corpora
tion of America has its great auto
mobile plant, will give any doubting
Thomas the chance to visualize just
such a factory. .
"I heard a lot about the big auto
mobile plants of the east, but a visit
to the Studebaker plant at South
Bend was an eye opener to me," said
K. AI. Lees ton-Smith, general man
atrer of the Oregon Motor Car com
pany
and the delicate light mean to a paint
ing. I The Federal programme, outlined in
sales prospectus as elaborate as
can make it, is
ce of the passing'
-and-miss policy
g. It is framed to cover
the entire year's advertising work
and is almost revolutionary in com
pleteness and scope. It provides for
practically every phase of the work
frem the education of the public to
a knowledge of tire-making and tire
care to taking the buyer to the very
door of the Federal salesroom and
into the hands of the salesman him
self. Every advertisement, every piece of
literature in the series emphasized,
along with the features in which
Federal claims superiority for its
tires, the spirit of strength and char
acter associated with tires and with
a corporation such as Federal.
Throughout is carried a definite, tan
gi ble theme based in Federal tire
double-cable base which makes for
what has been appropriately termed
the perfect union of tire and rim.
Out of that campaign Federal deal
ers and the public must receive a new
impression of the vastness of the or
ganization behind it, of the part Fed
eral is contributing to the world of
trade and national prosperity.
Federal ideals and little hints of
Federal character are given even in
the circular letters which are a part
TRUCK MEN TO MEET
Gathering Called Tuesday at
Portland Hotef.
TRUCK LINES TO BE TOPIC
Regional Chairman of the Federal
Highway Transport Committee
Wants More Freight Lines.
Julius Meier, chairman for the Pa
cific northwast of the federal high-r
ways transport committee, has called
a meeting of Portland truck dis
tributors, trailer representatives and
managers of tire companies for 4
etched with beeswax melted and when
this is cold write what is desired in
the wax, clear down to the metal,
using a sharp instrument for the pur
pose. Now apply the acid mixture
with a feather, being careful to fill
each letter. Let the acid stand for
ten minutes and pour water on it.
This stops the etching and the wax
may be removed.
NOBBY TREADS GO LONG WAY
Owner So Proud He Hangs Them
Up as Trophies of Motoring.
How conditions have changed with
regard to tire performance finds an
illustration in the case of Hope
Brewer of Athalmer, B. C. Not ao
many years ago tires were anathema.
and few words of praise came their
way. Nowadays tire users find mo
much satisfaction in their tires they
are continually boasting of them to
their friends. Mr. Brewer is so proud
of two United States nobby treads that
gave him good service that he has
hung them up in his garage as
trophies of many years of pleasurable
motoring.
On one of these tires Mr. Brewer
got a mileage of 18,8 50 and on the
other 19,700. The mileage record was
noteworthy, but not so much so as the
number of years they gave service.
The tires were part of the equipment
of a car Mr. Brewer bought in 1912,
, One of the tires ran until the end of
I
THE WINDS MAY BLOW, BLOW, BLOW, AND THE RAINS MAY RAIN, RAIN, RAIN LITTLE DIF-
FERENCE DOES IT MAKE TO THESE FOLKS.
here
two
Studebaker distributors
on nis return laai ween irom
weeks journey east.
"The Studebaker company is at
present just about doubling the ca
pacity of its former plant, which was
large enough, goodness knows, for
any ordinary business. This old plant
covers 65 acres of ground, cost $15,
000.000. and has a factory floor space
of y,700.o00 square feet. Hut, mind
you, that is only the old plant.
150,000 (on Capacity.
"The company now has under way
huge additions to this plant which,
by about next July, will give it 150
acres of factory, 6,450,000 square feet
of floor space, and wiil cost an ad
ditional 91i,uo0,000.
"Until I .saw this Studebaker plant
and the work under way on the ad
ditions to it a week ago, 1 never
realized fully what a tremendous in
dustry this automobile business is.
When its new plant is completed,
Studebaker will have a capacity of
150,000 cars a year.
"Busy? The tower of Eabel is sup
posed to have been a busy enough
place, but I don't believe it was in
it for an instant with the bustle of
construction at this new plant. They
have about 6000 workmen on the job,
and they talk about as many different
languages. All over the place is
activity such as one never dreamed of.
"While 1 was at South Bend, about
the first person I met was E. H.
AlcCarty, now assistant general sales
manager for the Studebaker corpora
tion, but until recently northwest
manager for Studebaker.
GJad to See Him.
"It was certainly good to see his
familiar face, and he seemed as glad
to see someone from the oid north
west as 1 was glad to see h-m. In
fact, they say of Mac back there at
the factory that he is a bigg;r
booster for Oregon and the Pacific
northwest than he is even for Stude
baker, and that by rights he should
be in the employ of the Portland
Chamber of Commerce.
"Kight over his desk at the home
office is a huge colored photograph
taken on the Columbia river high
way. It attracts a lot of attention
of course, and when a visitor men
tions it, as most of them do. Mac
straightway starts into a eulogism
of the northwest. If we had a few
dozen more boosters like him back
east, the whole population would pick
up their houses and tote them out
west.
"Mac took me around the new plant.
and it was a sight worth seeing,
One of their new buildings alone will
be 1000 feet long, 75 feet wide, and
four stories high. And this build
ing is solely for the construction of
closed car bodies. Not open car
bodies, too closed car bodies and
nothing else in the world.
Regular Studebaker Evangel.
'I have always been pretty strong
for Studebaker products, but after
seeing just exactly what Studebaker
built means, 1 am not only a convert
but an evangelist for Studebaker.
This great company will have one
of the most wonderful automobile
building plants in the world.
"While I was east I also visited
the plant of the Master truck in
Chicago, that of the Apex truck
(formerly the Pan hard) at Grand
Haven, Mich., and that of the Win
ther truck at Kenosha, Wis. Every
one of these factories is working
overtime trying to keep up with the
mass of orders for motor trucks."
! if . ! ; r 'ft S1
US. EARLG C. LATOIRETTE AND RER CHILDREN IN THEIR SEW SERIES STl'DEBAKER COfPE, FIRST
TO ARRIVE HERE.
This handsome and comfortable car is a present to Mrs. Latourette. who lives at 698 Weldler street, from her
mother. Mrs. W. W. Stelwer. The youngsters, who adore the enclosed car. are Miss Anne (standing on the running
board) and her smaller sister, Jeanne.
' I VIME was when we bought motor
cars like graphophones large
enough to entertain the neighbors.
Our friends now have motor cars of
their own. Watch the endless line of
motor cars moving down the boule
vard. Count the average numberof per-1
sons carried it is really less than five.
Occasionally you see seven people
in a car, but they all look, strangely un
comfortable. The passenger capacity
of fhe New Jordan Silhouette Five is
in accord with the size of the average
family, which is five persons. It weighs
only 2800 pounds.
The chassis of finished mechanical
excellence is the lightest on the road
for its wheel base. In balance this car
is supreme. It holds the road, speed
ing forward without a tremor, bounc
ing and swaying never.
Women with a natural appreciation
for comfort, atmosphere and poise,
will find this car irresistible in its
compelling colors and fashion, com
fortable to a delightful degree.
we
rJORDAN
MITCHELL, LEWIS & STAVER CO.
Broadway at Oak Streets
Jordan Motor Car Company, Inc., Cleveland, Ohio
of the programme in such snappy.
little epigrammatic statements as:
"The factory care always adds extra
wear," "tires that are made right in
the factory are a long time on the
road," "you cannot get miles out of a
tire that have not been built into it,"
and "a tire can be no better on the
road than it is in the factory."
The campaign is extensive in scope,
including even folders, posters, blot
ters, calendars and wall, fence and
highway signs. Jt is the kind of ad
vertising that has brought newspaper
and magazine editors and the pub
lic to a realization of the new plane
on which advertising has been placed,
of its value as plain news.
IT PAYS TO GET RUN OVER
THAT IS, IF CHAUFFEUR. HAS
IT ARRANGED BEFOREHAND
In Carolinas This Game Is Used
Regularly to Get Possession
of Higli-Priced Cars.
BIG FEDERAL CJIMPJUEN
RUBBER COMPANY TO TELL
WORTH OF ITS TIRES.
Great Advertising: Programme
Federal Tires Is to Be
Launched in 1920.
for
Advertising, the printed show win
dow of world products, has become
one of the modern world's seven won
ders. Not so many years ago, adver
tising was regarded by most news
paper pit bl is hers and edi tors as hav
ing little or no public appeal. And
possibly tho advertising of those old
days deserved little better considera
tion. Today, advertising takes its
place as of equal importance with
news. Advertising is looked upon ad
a recital of the news of world prod
ucts and markets. News is a recital
Of the current happenings of the day.
America has witnessed the fail
ure of several ad-less newspaper ex
periments. Newspaper publishers and
editors have learned that modern ad
vertising, even from the readers
viewpoint, is as essential as news
itself. An evidence of this new reco
nition is contained in the fact that
today two-thirds, it is estimated, of
all newspaper and magazine space
devoted to advertising.
The dawn of the new day in ad
vertising has not been better her
aided than in the 1920 programme
of the Federal Rubber company. Cud-
ahy, W'is. In it is marked the trans
formation that has placed advertis
ing on its present high plane. The
transformation has come through the
advertising man himself, through his
efforts to make advertising some
thing more than the mere presenta
tion of a product ; to breath into it
that character, that strength or re
finement, those ideals and that hu
man interest that breed friendship
and confidence. Even the great In
fluences of art and of education have
not been overlooked.
Federal advertising has been given
the setting its particular product
needs. Federal tires have been given
that touch in advertising that mean
to the buying public what the frame i
ST. LOUIS, Nov, 15. How a state
law is being used to "bleed" automo
bile owners was disclosed at the di
rectors meeting of the National Auto
mobile Dealers' association in Denver
by George D. McCutcheon of Atlanta,
director for the association. Mc
Cutcheon called attention to the fact
that in both North and South Caro
lina there is a law providing that
whenever an automobile injures a
pedestrian or other person by colli
sion or otherwise tne person so in
jured may institute a suit for the
forfeiture of the vehicle.
This law has been taken advantage
of in a curious manner. The courts
have ruled that anyone driving an
automobile with the owner's consent
stands in the same relation before the
aw as the owner. Lnder this inter
pretation chauffeurs take out ex
pensive, high-powerea auiomooues
and having previously conspired with
unscrupulous persons have accidents
in which pedestrians are run over and
injured, though seldom seriously.
Instead of buying an automobile or
stealing it, the "prospect" in North
and South Carolina is now going out,
spotting the car he wants and permit
ting it to run into him.
So serious has this situation become
and so dangerous to the automobile
owner that the National Automobih
Dealers association passed a resolu
tion denouncing the law and pledged
its support to the newly-formed bi
state trade association of the Caro
linas that when the legislatures next
meet the national association support
would be given to the local dealers
to obtain the repeal of these statutes.
o'clock Tuesday afternoon at the
Portland hotel.
The purpose of this meetirg is to
take up important problems of motor
truck transportation in Portland and
vicinity. Mr. Meier believes the de
velopment of motor truck freight and
express transportation should be de
veloped greatly beyond its present
status. It has been abundantly dem
onstrated that motor truck lines
bring about a decrease in the high
cm-t of living because of bringtng the
producer in so much closer touch with
the consumer. One object of the
meeting is to take up means of in
creasing the number of truck freight
and express lines out of Portland.
Blf? Truck Line Fnturr.
Mr. Meier as chairman of the im
portant federal highways transport
committee in this territory during the
war. was one of the men largely in
strumental in establishing the first
truck freight lines here.
These lines have demonstrated the
efficiency of the motor truck. But
under present conditions the full
benefits of such transportation have
not been realized.
There are possibilities, Mr. Meier
believes, for immensely increasing the
rrovement of freight Into and out of
Portland by motor truck. Now that
the main trunk roads are so rapidly
being paved, one of the hardest prob
lems of the early stages of truck
freight lines has solved itself.
Mr. Meier desires to take up several
vital truck matters at Tuesday's
meeting with the truck dealers, tire
men and trailer representatives, all
ot whom are so vitally interested In
further development of truck trans
portation. All Must Lend a Hand.
"If motor truck transportation is to
be developed to its fullest efficiency,"
said Mr. Meier, "all persons interested
must get together and work to a
common end in its development. The
shippers must take a hand. But espe
cially, it is up, to the men In the truck
business to lend their support at the
outset.
We can at least lay out a course
and get a better understanding of the
problems to be met, at this first meet
ing. I hope to see a full attendance."
Among those who will speak at this
meeting will be Mr. Meier himself and
Robert M. Dunton of Boston. Mr.
Dunton is an experienced motor truck
transportation man. lie has driven
across the continent four times by
automobile studying the possibilities
of long-distance freight hauling. He
will discuss some of the local truck
transportation problems and needs, as
he has sized them up in a three
weeks' survey of the local situation.
1918, and the other nas just ended its
usefulness.
Nobby treads are a favorite tire in
many sections, especially where roads
are none too good.
NEW CONCERN BENEFITS
LA FA V KTT K II S A I V A X TAGE
OF GOVERXM EXT RESEARCH.
Wartime Development of Gasoline
Motors Used to Utmost in
New Auto Plant.
Executives of the LaFayette Motors
company of Indianapolis, aim to capi
talize to the fullest extent on the
enormous expenditures made by Uncle
Sam in the war-time school of auto
motive research and development.
In equipping the new Indianapolis
plant they are installing tools and
machinery that the government found
most efficient in the manufacture of
airplane motor parts and are adapt
ing them to the special production
requirements of the new LaFayette
car.
w e consider our position in re-
The blue sky was the
In dollars,
limit.
"The blue sky is not the limit with
the automobile manufacturer, no mat-
the gauge into his pocket, the owner
equipped his air line with a larger
model gauge with a dial, which was
too bulky to be easily taken away.
gard to plant equipment most ad
vantageous." said D. McCall White,
designer of the Napier, Daimler and
(.-aauiac. n.igni, hj . j - ter now prosperous he may be. But e chose a large diameter pressure
Motors company. 'The very fact that i ne w companies such as ours can share I gauge of the type used on boilers or
we are a new company opening a new in the winnings of the blue sky limit ! air compressors and screwed it to a
that Lncle Sam played so profitably ! screw eye. sc. tnat it could be hung
while the Hun was trvine to stuck I from a hook.
the international deck."
Don't follow a car too closely,
it may stop without warning.
for
To Etch Name on Car.
The car owner may occasionally de
sire to place his name or initials on
some metal part or surface. This is
best done by etching, and if it is iron
or steel mix one-half an ounce of
nitric acid and one ounce of muriatic
acid. Shake these well, when they are
ready to use. Cover the place to be
plant for the manufacture of a new
car, enables us to install machinery
and tools of the most modern design
and the utmost efficiency. "We have no i
old tools and machinery that must be
discarded at heavy financial loss, if j
we install plant equipment that will
make the LaFayette engine a more!
competent and Reliable source of pow- i
er. Without the least restrictions,
we can purchase machines and tools
that will produce the finest of parts.
"We can equip the plant to suit the
advanced specifications of the La
Fayette car; in no detail is it neces
sary to euit the car to the equipment.
"We can draw, without hamper and
without cost, upon the experience
gained by Uncle Sam while we were
i4 1 war. Bv an expenditure for re
search and development prohibitive
for any one automobile manufacturer
or any group of automobile manufac
turers, the government advanced gas
oline design to the highest point and j
attainea a sianaara wnnoui paranei
in tools and close workmanship.
"There were no limits placed upon
the government in expenditures for
the successful prosecution of the au
tomotive research and development
programme. Far too much depended
on the advanced design, perfect tools
and perfect workmanship that were
soueht and gained to count the cost
Saves His Tire Gages.
At a motor car service station the
manager was constantly losing his
small tire pressure gauges, which
were appropriated by motorists, who
stopped to inflate their tires.' To
make it difficult for a tourist to slip
Lights on Traffic Sign.
Small towns on busy highways fre
quently have to cope with traffic as
dense as that of big cities. For regu
lation after dark, a light on a post,
nicknamed a "silent policeman." gen
erally does duty at each crossing. A
Kentucky vlllaee has improved this
system by installing neat iron 6
posts on concrete bases in the mi
of the crossings, a sign facing .
street. Above the sign is a powc
electric light with a metal cap
serves as both a piotection and a
flector. so that the nocturnal mo
ist has no excuse for not "keej
to the right."
An Obscure Knock.
A knock difficult to locate is sol
times caused by one of the pistl
touching a shoulder in the top of !
t-yliiider, because the packing betw
cylinder and crank case has I
worn thin. Obviously a thicker pn I
fner will -nre t "ie trouble.
BALL PLAYER BUYS DODGE
SEDAN.
. gfe e& i
m' v t-t 5 'i I ? i "
I 111 BE BKESSLtR Of CI1
lATl REDS' PITlHISQ ST.UU" I.f HIS RtiW
tMLOSKD CAB.
C WlSffl D
Beating
Jack Frost
He's a hard fellow to beat when he's
after your radiator.
But it's easy to keep him from getting
a death grip on your battery.
Keep your battery charged right up so
that whenever you take a hydrometer
test the reading will be up to the 1.275
mark. Then your battery will be fully
protected even if "east should come west
and the thermometer go down to 20 below.
If you don't know just how to make the
hydrometer test we'll be glad to show you.
Willard Service
Ninth and Everett
A Car That SATISFIES in
Every Sense of the Word
The .
More miles to the gallon of gas more
miles on tires more miles without re
pairs than you believe possible. Just
ask a Briscoe OWNER or, better still,
see us TODAY.
W. H. Walliagfor
Oregon and Southern Washington
Distributors for the BRISCOE and
LIBERTY SIX
Some Good Territory Open for Live Dealers
16th and Alder sts. Phone Broadway 2492
0