ASHLAND 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
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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
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Corner of the
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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.