Ashland tidings. (Ashland, Or.) 1876-1919, March 27, 1916, Image 2

Historic Oregon Newspapers

Ashland tidings., March 27, 1916, Page PAGE TWO, Image 2

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Newspaper Page TextASHLAND TTOIXOS Monday, March 27, 101 var. two Ashland Tidings By THE ASHLAM PRINTING CO. (Incorporated.) SKMMVEEKLY. ESTABLISHED 1K76. Bert 11. Greer, Lynn Moivat, Editor and Manager. . . News Reporter Issued Mondays and Thursdays Official Cily and Connty Paper SCIJSCIUPTIOX RATES. One Year $2.00 Glx Months 1-00 Three Months 60 Payable In Advance. TELEPHONE 39 Advertising rates on application. First-class job ' printing facilities. Equipments second to none In the Interior. No subscriptions for less than three months. All subscriptions dropped at expiration unless renewal is received. In ordering changes of the pper always five the old street address or postoffice is well as the new. Entered at the Ashland, Oregon, Postoffice as second-class mall mat ter. Ashland, Ore., Monday, Mar. 27, '10 Our Advertisers Reach Every Corner of the Town and Country Through Our Columns TIIE RROKEX CIRCUIT. By Leonard Hinton. In this age of the modern miracle any schoolboy w!H tell you that elec tricity, the greatest of man's serv ants, can only be utilized when we have provided a circuit for Its pass age. Granted that circuit, wheels move, lights flash, and the thought of man commands the ends of the earth. Break that circuit, and the wheels cease to revolve, the lights yield to darkness, and the commerce of the world is paralyzed. There is no electrical circuit more potent than that crlcult of under standing among men which we term co-operation. Granted that circuit in a community, the current of progress vitalizes the life of every person who comes into contact with It, energizes with new ideas and nerr confidence every enterprise. But if that circuit is broken, if any of the men who are aptly called the "live wires" of a town fail in their duty to the com mon good as conductors of the pre cious current of co-operation, then until their defection can be supplied by the introduction of new units, the progress of the community Is endan gered. It Is common knowledge that In Ashland this lack of co-operation has existed. In a lesser degree it is still here. Now It is quite apparent to the un prejudiced observer, whether he be In Ashland or Australia, that the men In a community who allow personal grievances, petty disputes, prejudices, to Influence their attitude toward municipal enterprise, are acting di rectly against their own Interest. He Is a poor business man who fails to realize that the community good is personal good, and that whoever knocks the communal enterprise ! knocks himself as well as every other citizen. As a matter of fact most of these men do realize the truth of this principle in the abstract, and are of ten able to apply it severely to the other fellow, but there are always a thousand reasons which make of their ' own persona! case the eternal excep-1 tion. What tiiese men do not realize Is the fact that any anive minded; stranger, which means tourist, and 1 home-seeker, and health-seeker, is ; conversant with the details of every j squabble which has occurred In the past ten years by the time he has community, and not the noval Ideas been In town a week. The resultant of the advertising expert alone. And Impression !g not a nice one. It is an ' upon the spirit of the community the impression that ten thousand dollars' ; availability of these mediums de woith of advertising can not begin to ' pends. efface or counteract. Yet these peo- There are few people in Ashland. I pie are progressive merchants, dare say, who have not followed with staunch friend, with the interest of interest the photographic record of the community at heart. It is quite news oddities and unusual activities useless to pretend that they are a set , which are features of such magazines fjf bor.eteaig and v!'!a!nf. But the as Collier's, Harper's Weekly, Sunset, fa;t rtrr.aJns that they have become etc. Few there are who have not f fosstrated in their effort to ' viewed upon the "movie" screen the a th'r a.a'.a?L!rt !n some depute I Pathe chronicle of the nation's inter rS. i:? t "'ii Irr.rtance, that they !esting pageants, dedications and cele- ::. .-.? V-i r.tt the suwrti of en-, brat'ons. But how many have real o' :.'x :r.'t valoe to their ized that they were reading and see-f-'Ot'- t:. r .h;:dren's children ,Ing the moBt Interesting, artistic and v, vta : ;.: 5xrr:t end. j result-pettinE advertisements of the Mi ? i:'. vrr&Tt are the rar- jare? For that Is what they are, r V r '- 'r Artfrrlcata. Both whether or not they were written with av a.f.mu.7 r-oj-rtt:cD. And that aim In mind. ffv: tlrre can be no ; But I am immediately asked, "How t" yVKw a-i? any lite. (can any given community command! Talks With Screen-Struck Girls i ,' ' '"f j ,My Ci''f.' ii (Copyrighted January, 1916, by Beatriz Michelena.) I sounded a small note of warning in my last "talk" against any con scious endeavor to act before the cam- . ,. , . , . lai.c ami unc au uni'u uictuc iiiiii i be'.Ieve a further word or two about It still in order. Nothing is more certain to ruin the I effectiveness of a picture than "over acting." As a matter of fact, one should net act at all in pictures, and the terms "motion picture actor" and "motion picture actress" might be discarded as misleading. The secret of success in a film ap pearance lies in one's actually living her part in almost unconsciously doing the natural thing under the cir cumstances with no studied attempt for effectiveness. On the screen every artificial gesture and facial ex pression is glaringly noticeable and always ruins' the illusion that the ac- PEOPLE AND PRINT. I ! By Leonard Hinton. i There is a very prevalent feeling ; in many quarters that much of the j advertising matter with which the j country has been flooded by various j promoters and publicity organizations Is valueless to a community, and is an expensive luxury from which only the high-salaried publicity manager derives any benefit. There is a very sound basis for this feeling. In the first place publicity people do not seem to grasp the principle that unless the printed word of ad vertising is presented in a style unique and compelling in itself, or in a novel physical setting which at tracts attention, it is not a help, but a burden to the community which pays for It. In .the second place, too little at tention has been paid to the import ance of local sentiment as the final asset of the publicity campaign. If a publicity campaign begins to attract the stranger, and that stranger finds himself stranded in a city which man ifests the utmost indifference to its own possibilities and attractions, the booklet of the superlative adjective and the panoramic view begin to look decided'- fakish, though every fact in it may have been verified by the most accurate statistics. Those facts may be true, but the visitor has found several thousand people living in the midst of the advertised treasures of nature, and too busy with their inter nal bickerings to give heed to the aforesaid treasures, if, indeed, they are not actively engaged in discredit ing them because the other fellow saw them first. In the third place, there has been such a vast amount of printer's ink devoted by unscrupulous promoters in the exploitation of utterly worth less properties, that unless the style of publicity booklets and literature Is unusually sincere, an impression of distruct and not one of attraction is likely to follow the perusal of the literature. It is, however, a great misfortune if this distrust of printer's ink is carried to an extreme, or, what is worse, if it attaches itself to the whole field of community advertis ing. For Just as there are mediums of publicity which are cheap In the impression they create, and barren of good results, there are other medi- urns which are invaluable In their sterling possibilities, and productive of splendid results. Curiously enough, these latter me diums advertise the very spirit of a 3 j- yrsr is-- tion should create. This is much more the case with pictures than with the staze. On the sta:-re a certain degree of artificiality is always accepted and even expected. ;iThe scenic settings and lighting ei- fects are always admittedly artificial, ami a small amount or liKe aiiiuciai- . .. . .... . ; , , ity in the action and voice is eonse nnpntlv not out of harmony with the Peneral atmosphere. J Pictures, on the other hand, must be rea'istic down to the last detail. There are real mountains and rivers and buildings. There must also be real men and women living in the real and natural way. Beside this argument o harmonious atmosphere another for naturalness of action in film is the fact that the screen places the picture performer right out face ; to face with the spectator. The girl in pictures is under a closer and much more searching inspection than her sister of the stage. "But," I hear someone say, "one loses the advantage of the spoken words on the screen; consequently must she not all the more depend on gesture and fac'al expression to make herself understood?" When I answer, "True, very true and especially must she depend on facial expression," I know that some of you will think that I have been trapped into contradicting myself. But I haven't. We must have facial expression, but must achieve it with out being artificial. I will tell you more about it in my next "talk." such mediums as these in an advertis- ing campaign?" And the answer will be helpful or disappointing according to the spirit of the community in question. For the only way in which these mediums can be commanded Is by being so wide-awake, so united in effort, that unique plans for the en tertainment of the outside world, fete days, conventions and celebra tions become accomplished facts. For this is advertising space which can not be purchased by the inch. And in it you can not advertise the future. There is no room here for the dreams of wild-eyed promoters, or prospec tuses of ten years hence. Results alone you can advertise, but bear In mind that once those results are ac complished, the value of the accruing FREE advertising runs into the thou sands of dollars. Nor are these results so hard to ob tain, or so expensive as might appear at first. For instance, an open-air dramatic spectacle in Lithia,.Park, cel ebrating the gift of the waters to hu manity, would be entirely possible to local talent, which includes some of the best in the state, would have an ideal setting in Lithia Park, and wou'd be a news Item which no metropolitan daily could afford to overlook if it was properly produced. This is merely a suggestion. Again, there is no reason on earth why Ash land can not become the convention city of the northwest. A recent mag azine article describes the achieve ments of an American city of medium size which specializes In this field. This city keeps Its hotels comfortably filled throughout a long season with convention visitors, and has realized a million dollars' worth of advertis ing from the evolution of this side line. Churches, women's organizations, business men, fraternal orders of Ashland, are you not neglecting the one best bet in the publicity game? In the mad scramble for patches in the field of advertising, has not the most fertile corner of all been over looked? IXTERI RBAX AUTOCAR CO. Clinnee of Time Card. Leave Ashland for Medford, Talent and Phoenix daily except Sunday at 9:00 a. m. and 1:00, 2:00, 4:00 and 5:15 p. m. Also on Saturday night at 6:30 and 12:20. Sundays leave at 9:00 and 1:00, 4:30, 6:30 and 10:30 p. m. Leave Medford for Ashland daily ex cept Sunday at 8:00 a. m., 1:00 2:00. 4:00 and 5:15 p. m. Also on Saturday at 11:15 p. m. On Sun days at 8:00 and 10:30 a. m.,and 1:00, 2:00, 5:30 and 9:30 p. m. NEAREST TO EVERYTHING Hote!' Manx San Francisco 'PowellSt.otOfrrell Oregonians Head quarters w hile in San Francisco moderate rates Running dijlllled JjnJ.f ice water in every 4 W. Kelley room. Special atten- t. -tion given to ladies JS!??--. tracing uncor- led. A la carte W"iM'M dining room. E3y'.Sr;H'3y V v W "Meet me at the Manx' GOTKiC ah .ARROW COLLAR 2 far 23c IT FITS TKE CRAVAT CLUETT, PC30"Y ft Cr. ii- ti.e The Springs Of Inspiration (By Leonard Hinton.) The Ashland Spirit. When I had been in Ashland a week I was fairly conversant with the history of the city, and the at tractions and possibilities which make it so Interesting a field for work in any line. I had also been studying, with even closer attention, the spirit of the population, since the progress of a city is always depend ent upon that spirit. You may expect me to say that I was hugely disappointed. I have ex pressed very frankly in other col umns my impression of the city s problems, and a discusison of that question implies a discussion of the people. But I have striven to keep clear and distinct an impression of the people of Ashland which would be that of any visitor, at the same time retaining that which is peculiar to a person engaged in my work in the city. And I will say at once and without reservation that I, as an unknown no body, have met with a kindlier re ception from the people of Ashland than from those of any city which I have made my home. When I say that I mean the reception which ap peals peculiarly to the stranger. I mean the pleasant salutation of men on the street and in the park. It is not common In the west to find a great deal of courtesy expended upon the casual stranger. I spent an even ing at the services of the Methodist church, and from the greeting of the usher upon my entrance, to the per sonal attention of the pastor at the close of the service, I was conscious of an atmosphere of earnest sincerity made doubly charming by the kindly interest shown in the visitor. That is a little courtesy which Is not al ways received in the churches of the large cities of the coast. I suppose there are snobs in Ash 'and. There are everywhere. But I have not found them parading their snobbery on the streets, or inflicting themselves and their visitors with an attitude of superior aloofness. It is the absence of all this false-front among the men one meets about town and some of the organizations which is the most pleasant feature of life 'n Ashland. This attitude of pleas ant courtesy, willingness to oblige, consideration for the other fellow should be consciously striven for in all places at all times. It is the best paying investment which the city can make. It calls for no bonds save those of good-will, and the accruing interest of loyalty and enthusiasm would be a rich harvest. (To be concluded.) The Commercial CluD requests the names and addresses of parties whe are considering coming to the coast his summer. We wish to stnd then; iterature and give them a good con ception of Oregon. 74-tf About this time many young men on a $10 a week salary conclude that a $G0 dress suit is necessary for their success in life. COMMON AND PREFERRED It's common sense to secure what you're paying for especially In FIRE INSURANCE. Are you positive that the protec tion you're paying for is all that the name implies? Is your company a strong, reliable one with amp.e re serves? There Is as much difference In Fire Insurance as there is In clothes; you want the kind that wears well "all wool and a yard wide" the kind that is thoroughly re lable in ail of its business transactions and settles promptly for all just losses. It costs no more to get the good kind and play safe. That's the only kind that we would keep in this office. BILLINGS AGENCY Real Estate and Real Insurance HUHHHI I IIIIIIIHIIHH HI The Oldest National I Member Federal FIRST NATIONAL BANK Capital and Surplus $120,000X0 DEPOSITORY OF City of Ashland County of Jackson State of Oregon United States of America RHYME AM) REASOX. By Leonard Hinton. . One of Ashland's shrewdest busi ness men, one who is heading an en terprise of tremendous Importance to the welfare of the city, was talking to the writer about knockers. "They come to me," he said, "with pitiful expressions upon their faces, j w'th all progressive standards of con and they look upon the expenditures , dct that the editor must break of the past with horror, and upon the : silence and share the joke with the future with fear and foreboding. And otne'" fellow. they say to me, 'What hall we do. For instance, the latest howl that What shall we do?' And the onlynas keen launched heavenward thing I can tell them is what I keep I against the Tidings, Is to the effect tell'ng myself, 'KEEP WORKING." "j that the Tidings is featuring the out The business man laughed grimly, j side advertiser at the expense of the "I don't know how my advice ap plies. The fellows that ask it never have worked and never will work for the good of the city. The nearest they ever come to work is when they wail In lusty chorus with the newest knocker. If half the energy of those wails could be applied to construct ive effort our progress would be tre mendous. But I tell 'em, 'Keep on working.' " In central California, where adver tising of the right kind is as much a staple as bread. Raisin Day was originated by AX ENTHUSIASTIC PUBLIC, and Is yearly celebrated on every dining car, and in every metro politan hotel in America. Why not Lithia Day? There was a man in our town Who was so wondrous wise, He had a thousand reasons why He wouldn't advertise. He thought the tourist ought to come From every clime and nation. But as to methods, those he left To outside cerebration. He had the chills and fever when They held a boosters' frolic; The very word publicity Brought on an awful colic. And every time they found a way To bring the tourist fellow. He hid his purse behind the clock And turned a sickly yellow. And thereupon, and thereupon, The boosters held a rally Say, of the fragments of that man They never kept a tally. THE GIFT OF PHIXEAS. A few years ago when aeroplanes began to fly, many imaginative writ ers painted word pictures of gigantic battles In the air. They made Inter esting reading, but no one, probably not even the writers themselves, thought such a wild dream to he even a remote possibility. But read this dispatch from Basel, Switzerland: "When twenty-three allied aero planes raided Mulhouse, upper Alsace, the greatest aerial battle of the war took place. Accounts just reaching here declare that more than fifty ma chines were fighting at such close quarters that the German anti-aircraft guns had to cease firing In order to avoid hitting their own machines. One French airman rammed a Ger man machine, which fell in flames. Five German aeroplanes and three i French fell, the occupants of all being killed. Even while the allied airmen were fighting they dropped a number of bombs upon military positions. Many thousands of persons witnessed the combat." Three years ago skeptics laughed at the idea of piping mineral waters many miles, and today the same men are drinking lithia water In Lithia Park. Today a few Ashlanders with vision see a city of 25,000 people, with fiie hotels, sanitariums, and several thou sand tourist visitors every year. Five years from now . But it took the enthusiasm of in ventors and bravery of airmen to de velop the aircraft. It took vision and enthusiasm to build Ashland's splen did foundation for a resort, and it will take faith and enthusiasm to build Ashland to what it will eventu ally be. "How easy all achievement, and How quick fulfillment realized Had mortals all, the gift Phlneas held To see the future's history outspread." Bank in Jackson County J Reserve System ADVERTISING AM) LOGIC. The editor of a newspaper Is al ways in a position to observe queer mental processes, but usually It is politic to avoid playing up these odd failures of man as a reasoning ani mal. An occasional utterance in con. ception and so ludicrously at variance local man. Had the man responsible for this frantic outcry been in his right senses, a moment's reflection might have resulted in a real thought. For it is patent that the lot'a! paper will print outside advertis ing only as long as the available space is not used by the local mer chant. When the Ashland merchant accepts the outsider's idea of the value of Tidings advertising, instead of boycotting the paper, and presents his copy, there will be little room for the outsider. But to refuse outside copy imply because it conflicts with a line of goods carried in Ashland would be Idiotic and suicidal, for it is a policy which the local merchant will never carry into his own busi ness. If a man from a neighboring town, for instance, enters a dry goods store in Ashland is he refused service? Certainly not. Mr. Store keeper will knock down half the fix tures in the store to get to him, and when the bill is sold and the transac tion completed, there Is a "Thank you" and "Come again" from the merchant to his customer. This they call progressive business. We agree with them. If the merchants of a town can draw trade from the sur rounding country and other towns, so much the better. But when a newspaper, which has nothing to sell but advertising and subscriptions, opens Its columns to the out-of-town advertiser, there is a cry of treason from the very merchant who is after the outside trade himself, and who Is cutting prices in his departments in an effort to draw that trade. Mr. Merchant, be sure that. when you pull your logical pie from the oven it is well enough baked for you to eat it yourself if necessary. Flour of selfishness and water of prejudice never yet made a food that would sustain a community. The roadside from Ashland to Med ford should be strewn with Shasta daisies, or some equally pretty and hardy flowers. That highway could easily be made a bower of beauty and prove one of the greatest advertise ments taht could be imagined for the valley. Its advertising advantages would be great enough to justify the seeding out of the levy made by the county for publicity. This is the season. That Is the place. Will the county court act? Phone Job orders to the Tidings. ASHLAND LUMBER COMPANY Dealers In LUMBER Shingles, Lath, Sash, Doors, Roofing Papers. Cordwood, Factory Block Wood Ofotel Columbia M ASHLAND, OREGOX Till? lirm - ir. MM P4 Best furnished little hotel between Portland and San Francisco. Rooms with Bath, Hot and Cold Water, Steam Heat. Well ventilated and absolutely clean and sanitary. 75 cents and un Opposite Elks Temple. Mrs. C. E. Davis, Prop.