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About The Sunday Oregonian. (Portland, Ore.) 1881-current | View Entire Issue (Nov. 12, 1922)
THE SUNDAY OREGOXIAX, PORTLAND, NOVEMBER 12, 1922 E NEW IDEA IN ROAD GUIDES IS BEING DEVELOPED FROM PORTLAND HEADQUARTERS. ARAGES PROBLEM Est. PUBLISHED IN CITY DRAIN Pepuls tion, 607. All ac commodations. 'Service st Roberts Garage, Draia Res taurant. 16 miles west for Elkton. ii nun niiQiHPK ttUiU UUUIIILUU Red Book Company Formed by Local Capital. Lack of Storing Space Ham pers Car Sales. Railroad crossing. MAP CAR ALREADY OUT RENTS OFTEN EXCESSIVE 5 grades "Picture Every Mile" Is Leading Feature of Proposed Booklet on Pacific Highway. Chevrolet Sales Manager Urges Architects and Builders to Provide Facilities. 4 AUTO GUIDETO B 4. in IOliiR iCi' ' fr " v, . .... For the purpose of completing a new pictorial guide of the Pacific highway, from Vancouver, "B. C, to TIa Juana, Mexico, the specially equipped Paige car of Chief Engi neer E. C. Gamble of the General Advertising company headed out of Portland for California last Wednes day. The departure of this car and its mission have more than passing sig nificance In Portland, whch has be come the headquarters of the con cern whch plane to popularize "Red Book Pictorial Tourist Guides" in every section of the United States. In several important respects these road guides are a departure from all such guide books previously of fered the tourist. The originators of the basic features of the guide believe that it has the earmarks of a "big idea" of a tourist's help which meets his requirements more completely than anything hereto fore offered him. The originators say the "Red Book" has been ex tensively tried out in a preliminary way and has proved a hit with many. The trade-mark slogan, "A Pic ture Every Mile," gives an inkling of the nature of this new guide. Parallel with the detailed road map runs a continuous strip of photo graphs. In other words, opposite every inch of the map, presenting a' mile of the road, is the actual photo graph of that strip of highway and its contiguous objects. Guide la Like Movie. This strip of photographs in its continuous form practically presents a motion-picture film of the un folding scenes before the motorist. The motorist is relieved of the neces sity of reading the log of the route, yet cannot get lost, for he has be fore his eyes the actual picture of the highway he is traveling. This feature alone has made the new guide popular wUh the tourist, say the originators. Mr. Gamble, an engineer, con ceived the picture-every-mile idea of the guide and, after having it fully protected by copyright and trade-mark registration, proceeded to try it out. In this same Paige car he mapped and photographed the Yellowstone trail and its exten sions from Portland to New York, a distance of 3840 miles. This work was only recently completed and publication of the guide covering this transcontinental route will be the first of the big undertakings of the company, which will hereafter capitalize the "Red Book" name. Meanwhile Chief Engineer Gamble is finishing up the itiapping and and photographing of the Pacific highway, already completed from British Columbia to the southern boundary of Oregon. The first erfition of the Pacific highway "Ited Book" will be ready for distribution early next year, be fore the tourist season begins. It was first thought an edition of 10, 000 copies would be sufficient in the first printing, but those interested in the project say it looks as though practically double this number will be necessary. Salem Man Is at Helm. W. H. Patterson, Salem capitalist, who is president of the company formed to finance the "Red Book," when in Portland during tho week, stated that officer's of the company had already been approached by three Portland men who wish to handle distribution of the new guides. One -man offered to con tract immediately to put out 10,000 copies of the Pacific Highway guide, he said. This man said that, aside from the many toursts who will want the book, he is confident that many people living along the route will be so attracted by the pictures of the highway over which they regularly travel that they will buy a copy. Except for Mr. Patterson, who has watched development of the new guide from the very first, the cor poration formed to make and dis tribute "Red Book" guides is com posed of Portland men. Their names will be made known after details of the company's corporate form have been completed, it is stated. On the mapping trip Chief Engi neer Gamble is now taking, to cover the two routes through California, he Is accompanied by C. I. Moody, well known to advertising men of Portland. Mr. Moody is giving his time to development and planning of the advertising eide of the pub lication. It is said that several large coast advertising firms have sought the contract for handling all the advertising, but the officials have thought it best to direct this work from their own office recently establshed in the building . of Sweeney, Varney & Straub, Eleventh and Burnside streets. The Paige car in which the map ping party is traveling has already covered more than 31,000 miles on official business of the company. It is especially equipped to carry the engineering apparatus used on the road. Before the start of the pres ent run it was tuned up and painted . a brilliant red by Portland experts, and attractively lettered on the eidea and rear. The car attracts as much attention on the streets as an engine of the Portland fire depart ment speeding to a fire. MATT STOP AT AUTO CAMP Park at Sacramento Crowded Throughout Season. SACRAMENTO, Nov. 11. All rec ords for the number of cars visiting Sacramento's municipal auto camp were broken this year. This is the declaration in an official statement which says that up to November 1 11.653 cars visited the park. The revenue derived from these cars by charging each 35 cents per day amounts to $4099.65. The cost of operating the park to date has been $1849.16. This Is the first year that a charge has been made. Upon an estimate of four people to a car, it is figured 46.612 visitors have spent at least one night at the park. It is also estimated by City Controller Bottorff that on an aver age each auto party will spend $10 during its stay in this city, and such being the case, the transients so far this year have spent $116,410 with local merchants, , IflSCTOHRSILEfl liSEQ1 EQUIPMENT POPULAR IN ALL KINDS OF INDUSTRY. Features of Fordson With Trail- mobile Explained by Local Authorized Dealer. Increased popularity of the trail mobile, with the Fordson tractor, among the transportation concerns is announced by J. H. Casey of Tal bot & Casey, who report a number of recent sales. The latest addi tion to the list of trailmobile out fit owners is the Milwaukie Ware house company, which completed the purchase of a new outfit complete last week and contemplates adding several others in the future, Mr. Casey announced. Decision of the Milwaukie firm to .place the trail- mobile in use was reached after demonstrations of the facilities of the o.tf!t on several unimproved roads in Clackamas country district as well as on the paved highways. Mr. Daugherty, sales manager for the Fordson tractor and trailmo biles of the Casey &. Talbot firm, reports that this recent sale, coupled with a number of others being closed, has demonstrated the fact that the trailmobile is becoming more necessary arid practical every day in the field of industry. Draw ing heavy loads on the highways, hoisting material for the construc tion of buildings, grading, loading and excavating, all are being per formed daily by Portland firms with the Fordsons. For the use of the Fordson with the trailmobile on the highways and for general industrial work, the Fordson is now equipped with heavy metal wheels and solid rubber tires of sufficient width and thickness to insure its traction and provide for protection to the highways and the comfort of the drivers. The new trailmobile is a semi trailer type of apparatus in con junction wan me r uruaon tractor and is said to be one of the most economical and efficient hauling de vices now in use. The combination also makes an all-purpose outfit, the tractor may be instantly dis connected trom the trailer, whether loaded or not, and used for other hauling, towing, hoisting, belt work or excavation, or it may be used to operate any number of trailers. hauling one while the others are being loaded or unloaded. The speed of the Fordson in this class of work ranges from eight to ten miles an hour and will under ordinary load run from six to eight miles on a gallon of kerosene. The fact that 30 per cent of the load rests on the power wheels and that these wheels are in front instead of behind the load is said to be an important feature. MILLER & SON MOVES ELECTRICAL CONCERN NOW AT 11TH AND BURNSIDE. New Building Just Finished Will Provide Larger Quarters for Sales and Service. W. R. Miller & Son, Inc., one of the pioneer automotive electrical serv ice companies of the city and dis tributors of Delrn Pmv Atirat. Kent and other well-known lines of electrical equipment, as well as Rayfield carburetors, recently moved from the old quarters at 389 391 Oak street and now is occupying a new home at the northwest corner of Eleventh and Burnside streets. The company occupies a brand new buildiner erected sneriallv fn it and covering 75 by 100 feet on the corner ana two stories in height. The second story of the building will be sub-leased by the company, however. Special arrangements for caring for service needs along elec trical lines in the latest manner have been provided at the new quar- FORDSON TRACTOR WITH TRAILMOBILE FAST BECOMING POPULAR FACTOR IN ALL KINDS OF INDUSTRY IN OREGON. ' 1 "- " " ' 1 1 m-mmmmmmmmmr fLT" '"V117 Vli ,Iie MUwnkl Warehouse company by Talbot A Casey, authorised Kord and T?oXTt"IeeTtgZ de"lCT" Tl'Un,obUefc Tke 4 J- loaned with Above Strip reproducing three-mile section of "Red Book1 page, show ing? carefully prepared road map, its accompanying data and the plcture-e very-mile" photographs This particular section Is at Drain, on the Pacific highway. Below Official car of the Red Book corporation at the start of its latest trip from Portland a Paige, which has given service over 31,000 miles of road. Chief Engineer E. C. Gamble Is at the wheel, and with him Is C. I. Moody, director of advertising of the Red Book corporation. ters, according to D. D. Miller, the general manager. An entrance will be provided on Burnside street and an exit on Eleventh street, and the building so arranged that patrons can drive easily into the building, have their needs attended to and drive out without confusion of two way traffic. In. connection with the move, which gives W. R. Miller & Son consider ably more room than formerly, ex pansion of business along all lines is intended, according to the offi cials, and Robert C. Smith, who has been on the road for the company for some time past, has taken the position of sales manager. At its new quarters the company will pro vide sej-vice and will also sell at retail the various lines that it rep resents. Its distribution business will continue as formerly. The com pany manufactures its own storage battery, known as the Miller battery, and will provide battery service also, it is announced. CLOSED CAR REASONS GIVEN Gardner Official Tells Why Pub lic Is Turning to These. Models. The present production of almost as many closed cars as open cars in the Gardner motor car plant, St. Louis, is a typical example of what is probably the most startling change that the automotive indus try has witnessed in recent years. Such a production at this time can of course be partly explained by the requirements of the season. It is natural that more closed cars would be made in the fall than in the spring. However, when it is considered that in 1915 only 1 1-6 per cent of the automobiles made were closed models, and in 1919 only 9 2-5 per cent, such a high ratio as the Gardner plant announces nat urally prompts wide discussion. Fred W. Gardner, vice-president, in charge of production at the Gard. ner company, offers several ex planations of this tremendous new demand for closed cars. "First, the great price adjustments of the past two years in the auto motive industry make it possible for people to have closed car comfort at the same price that open models would have cost them several years ago. "Second, suburban districts are building up and people are moving out considerable distances from the cities and transportation is natur ally becoming a greater factor in their lives. They want comfort dur ing the long drives to and from the city and they find it best in the closed car. Comfort no longer means only protection from the cold and snow of winter; but it also means mild weather protection from rain and dust." Mack Officials Here. Secretary-Treasurer Hazeltine of. me juacK-tnternatlonai Motor Truck company, makers of Mack trucks, was a Portland visitor last week, arriving Friday for a conference with officials of the Portland branch. Mr. Hazeltine's headquar ters are in New York. Accompany ing him were J. A. Stoner, vice president of the Pacific coast Mack International organization, and T. J. Fletcher, Pacific coast auditor, both of whom have headquarters at Los Angeles. According to tax returns from Cleveland, O., the motor industry leads all others in that city. vrhich popularise the new guides REPAIR COST IMPORTANT PRICE IS TOLD BEFORE JOB IS UNDERTAKEN. Willys - Overland Policy Wins Many Friends for Company; Feature Is Popular. TOLEDO, O... Nov. 11. With the rapid development of the automobile and methods of manufacture the question or servicing the product has to some extent not received the attention it deserves. It is an undisputed fact that a satisfied customer is the greatest sales asset of the manufacturer of any commodity. - Some effort has been spent in the direction of giv ing car owners prompt and efficient service, but the time has come when service, the dominant phase of the automobile business, must have further attention. With the thought of giving Over land and Willys-Knight owners the best service possible with the elim ination of the worry of how much it is going to cost the Willys -Overland company here has adopted a flat-rate plan in all its branches. It has already been found that this plan is proving very populaT with patrons. The outsanding fea ture is that the car owner knows exactly what the expense is going to be before he leaves his car to be worked on. The satisfaction is ob vious. It is the company's intention to install this plan in every Overland and Willys-Knight service station in the country and the company has gone to a great expense, in estab lishing the rates to adjust a car in any condition. These have been put at the lowest point consistent with good workmanship. The in formation has been , compiled, in booklet form for distribution i to 'the dealer organization; :The flat-rita plan, as this system; is called, ihas already been adopted by a1 .number of prominent car manufacturers and is looked upon as the coming sys tem. V 6000 Stockholders In Franklin. The number of Franklin stock holders has now passed the 6000 mark, according to F. A. Barton, sec retary and treasurer or the H .H. Franklin Manufacturing company, makers of the Franklin car. This total represents an increase of 20 per cent since the first of the year. The $5,000,000 offering of capital Btock now being subscribed will, ac cording to plan, be devoted to financing of the new Franklin four. Mr. Barton states that total mone tary subscription for common and preferred are almost equal in the amount. For the first time in Frank lin history common stock, which has always been closely held, is being oriered the public. Soft Hammer Described. A section of bronze bushing stick makes an admirable bronze hammer, which is useful for work about the sheet metal parts of the body and fenders. By threading a steel bar. running on a nut and then placing another nut on the outside the head of the hammer is firmly retained. DETROIT, Nov. 11. Lack of ga rage space was declared by Colin Campbell, general manager of sales of the Chevrolet Motor company, to be a serious menace to the sale of low-priced cars in congested eastern cities and he said this condition' was holding back the immediate sale of 100,000 cars in New York city alone. Persons normally low-priced car buyers cannot afford to pay t.he ?40 and $50 a month igaragei rent being asked In some places, lie said, but they do want cars. Architects and engigneera and civic authorities must begin to take the needs of automobile own ers more into consideration in drawing plans for apartment build ings, office buildings, civic struc tures and highways, he said. Mod ern apartment buildings should have three to four sub-cellars with ramps to provide for automobile storage if they are to meet tenant require ments. Multiple deck streets are already a crying need in Jnany cities to provide adequately for traffic and car parking, he insisted. No Saturation Sighted. Camnbell'a remarks on traffic and garage condi'ti-ons were ini refutation of the possibility of a saturation point on automobiles being any where near in sight. Ho addressed Chevrolet dealers of zone Uo. 1 (Michigan, Indiana and Ohio) at a sales meeting in the hotel Statler, in which he outlined the business possibilities of the new Chevrolet line. Dealers must awake to their opportunities, he said, and where conditions such as outlined axe re tarding sales, they must take active part in- correcting them. Bankers attending the meeting with dealer clients were addressed directly by Campbell in- a demand for fair treatment 'for the industry. Armed with statistics from govern ment bureaus, he showed that the business of the country as repre sented by bank clearings, had trebled, since the inception of the automo bile in 20 compared to the former 53 years. In a like period, he said. American business since 1900 would show an increase of 1000 per cent. Dealers Also Admonished. Dealers must justify the confi dence of bankers by setting their business in order, he said. Where they have not sufficient capitaliza tion to conduct their business as it should be, they must prepare im mediately to right this. Chevrolet demands the representation of the best type of business men In every section of the country and with such representation there will be no diffi culty with finances or in getting a proper share of business. The policy of the Chevrolet com pany will be to . conduct all sales through retail dealers, he said, and in this connection it is proceeding to discontinue the last of its factory stores. Seven now remain of the 47 opened under the former regime, and only those In Detroit and New York will be continued. These are in General Motors buildings and will be more showrooms than salesrooms, he said. K. T. Keller, general imanager of production, said t'he company would be building 1000 cars a day shortly and with the completion of new factories in March would be in posi tion to double this. New Fisher body plants will build closed cars exclu sively for Chevrolet, he said, assur ing dealers of ample quantities in these models. Closed body produc tiOB: the year past totaled 42,000 28.000 sedans, 5000 coupes and 9000 utility coupes. LICENSE BLANKS MAILED PROMPT APPLICATION FOR NEXT YEAR IS URGED. Car Plates for 1923 Will Have Dark Blue Background and White Serial Status. SALEM, Or., Nov. 11. (Special.) Application blanks for 1023 licenses have been mailed by the secretary of state to all motor vehicle owners in Oregon, so as to permit them to apply for and receive licenses be fore January 1, Motor vehicle own ers will avoid much trouble, annoy ance and unnecessary delay by promptly applying for their 1923 licenses upon receipt of the blanks. Deferring applying for licenses un til about the first of the year only congests the work of the secretary of state's office and may result in the arrest of the car owners by traffic officers for falling to have the 1923 licenses on their cars after January 1 next. License plates for 1923 will have a dark blue back ground and white figures and let ters. Up to October 27, 1D22, there were registered and licensed in Oregon 536 motor vehicle dealers, 11,804 chauffeurs, 211,496 motor vehicle operators, 3162 motorcycles and 131,834 passenger and commerpial cars, from which the total license fees aggregate J3, 307,073.98. The fees, less administrative expenses, are distributed one-fourth to the counties from which the registra tions are received and three-fourths to the state highway fund for use in road construction and improve ment throughout the state generally. The distribution bf the registra tions up to September 15, 1922, shows that in Multnomah county there were registered 143 motor vehicle dealers, 4583 chauffeurs, 9869 motor vehicle operators, 1389 motorcycles, 37,717 passenger cars, 29 ambulances and hearses, 262 busses and stages, 2137 commercial cars of less than one-ton capacity. 3647 trucks of from one to five tons capacity and 75 trailers of from one to five tons capacity, or a total of 43,867 licensed passenger and commercial motor vehicles. EQUIPMENT ' FIRM EXPANDS J. M. Tuttle Added to Staff ol Banes and Potter Organization. J. M. Tuttle, for several years distributor and local manager for the Double Seal Ring company of this city, has joined the forces of tho Jlotor Eq.uipm.ent company, HZ Eight Cylinder Sedan I W ClUlWfi $ 2025 NEW PRICES For 1923 Effective September 21, 1922 Model "43-A"4 Cylinder US' WUtOatt 9-Pattmger Roadster - $ $55 6-Patsenger Touring - 975 4- Patsenger Semi-Sport 1075 5- Pau. California Top 1S50 6- Passengtr Brougham 1S75 t-Paumger Coup - - U75 6-Piutnger Sedan - - 1595 Model "47" Light Eight 115 WhecOxue 5- Passengcr Touring - HS75 8-Pas: Sport Roadster 1825 4-Pan. Super Sport Tour. 1675 i-Paaenger Coupe - - 1875 f -Passenger Sedan - - S0S5 Model "46" Larger Eight nr whetibtt i-Passenger Pacemaker S17S5 7- Passenger Touring - I7S5 6- Passenger Touring - (Tuan Wheels) - 1850 Ml price, f. O. B. Lammg Broadway, as assistant to the gen eral sales manager, O. C. Potter, it was announced last week. The addition of Mr. Tuttle marks another step in the expansion of the Motor Eouipment company. In 1919 W. H. Banes opened offices in Portland t" distribute Peerless pis OLDSMOB -8f fJfe The Only "Eight" oflts Kind ' In Value, in Size, in Price! The Oldsmobile eight-cylinder sedan combines a degree of beauty and mechanical excellence soaHy found only in the costliest cars. Its rich upholstery, in durable,c&HoiredMoharrplash over interlaced hair and the incomparable Marshall type springs, insures thorough comfort. The equip ment includes silvered fittings; certain and silent window-lifting devices; sun visor and ventilator; door locks; heater. Its eight-cylinder motor is powerful, flexible, smooth-running and vibrarionless a power plant in every way fitting a car so unusually good. We invite your judgment of this sedan from any standard, confident that in beauty, comfortvutility or performance it has no equal at the price Oldsmobile Company of Oregon Broadway at Couch Broadway 2270 ton rings throughout the northwest. The following year he joined forces with O. C. Potter and the company was reorganized under the name of the Motor Equipment company, with Frank Roehr as secretary. The company's line now includes, in addition to Peerless niston riners. Dodge Brothers TOR CAR The evenness of performance so often re marked in Dodge Brothers Motor Cars is due, in no small part, to the thoroughness with which each unit is inspecsd duringf the process of manufacture and a?emblyw A trained staff of 800 experts fs employed in this work alone, and approximately 5283 individual inspections are made oneachcan, So exacting and rigid are the standards ap plied to these inspections that the slightest variation either in workmanship or ma terial is instantly discovered and rejected. Dodge Brothers are almost over-scmpo-lous in their constant aim to make each car as sound and perfect as is humanly possible. The Price is $1065 delivered Braley, Graham & Child, Eleventh at Burnside Broadway 3281 GENERALMOTOES PRODUCT Meco pins and rings. Dall pistons. Bunting bushings and Meco valves, and the company's territory takes in Oregon, Washington and Idaho. Avoid sudden etops, quick starts. Jerks and skidding. They are hard on spring ana- tires. Inc.