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About The Oregon daily journal. (Portland, Or.) 1902-1972 | View Entire Issue (May 21, 1922)
" 1 - THE OHEGON ' SUNDAY - JDURNAi; PORTEAND ; SUNDAY - MORNING,-MAY 21 1922 r! V I ti fif i. . . t " ... 1 .i ' weU ty4 crisply I i " " "- -'i r- j " " r i!""T7"' -" " '" " Jv'S'i!J- aSTi I r 1 ' ' - -i - " i - I I rirl the best." . I k ' - 4 " .-J - ' , ,V, ' J I yesterday! . -j ; :. , M; .1 "-''JS V lit SI - - , ' 7t ! ivl off and the contract t thorough ly itattsfartory. I shall arrl-v Friday the eighth, and if convenient held like to onfer xvith you Saturdayv I shaU then ready to go to work tn earneet Moa day morning. "Thanking you for year covrtesy and Promptness, I am- Sincerely yours, "Sw A. UEADB." P. S. It is only fair to tell you that X am a womin. If yoa deot want me on that account, pleas wir m right a.way- Tours truly, "STJSAN AXJCE MEADE." -Well, I'll be hanredi Sir. Mile Wll ; lard, president of the Masto Leaf Ice Cream company, . looked over at Mr. Dan Mahoney, m&na&er of the Maple Leaf plant. Would you ever hare thought that that young Chicago fellow who wrote those, Ton't keep a race horse on a pack mule's job' ads, and the 'Well, why not smoke tobacco for a change V was a Susan Alice 7" "Susan. Alice! Ban turned to regard tils employer with open-mouthed amaze ment. "I'd 'a' bet a dollar his first name was Sam. And we've hired a Susan Alice for an advertising man! Susan Alice!" When Miss Meade arrived at the one storied, red-brick Maple Leaf plant on Saturday, however, she proved her right to both her names. She was Susan in the slim straightness ' of her dark suit, the smart plainness of her hat (which bad doubtless cost five times as much as a mere man would have guessed), in the business-like directness of her ap proach. But under the smart plain hat her hair was soft and wavy, and under her business-like phrases her voice trembled a little. Excitement sent a sudden hot, unbusin ess-like wave of color sweeping down to the severe plainness of her col lar. It was Susan who assured Mr. Ma honey, impersonally, pleasantly, that anywhere he could find room for a desk for her was quite satisfactory. It was Susan, also, who listened with alert, in telligent' respect to Mr. Miles Willard while he explained that the Maple Leaf company was an infant concern; that- the ice cream could not be placed on the market for two months yet, although, of course, the advertising was to be begun at once; that the huge Wiley Ice Cream company would be their only competitor, and that, beyond her year's contract, he could promise her nothing; her future would depend upon the future of Maple Leaf ice cream. It was Alice who fell in love with Mr. Miles Willard while he was still explain ing the state ice cream laws, long before he had reached the requirements as to the percentage of butterfat. She would not have admitted this to herself, of coime. "DUTMiss Susan Meade, starting work next Monday morning, -was as pleas antly crisp and business-like as the white linen collar and cuffs on her well-tailored tricotine dress. Dan Mahoney, whose desk in the large, bare office room was only six feet from hers, liked her at once, and chuckled when he saw how she put the new Maple Leaf salesman a fresh young man with a vaudeville quotation wit in his proper niche. But when Donaldson, this same sales man, suggested to Willard that the brick ice cream be made not in the customary .layers but with a mable leaf of the con trasting flavor running through the brick and showing on each slice, Susan was his most enthusiastic supporter. "If the molds don't make the process too expensive," she urged, "it would be wonderful advertising. Think of it, in from lunch- I 1st your Vade-mark on every piece that served!" .t The idea became a Maple Leaf bom pany fact. v . ' I j 4 I fTHERE is no kr owing Just how much j of the future of the company (was really decided that rainy afternoon. . j Por without this afternoon and a few others like it, Susan Alice might not have felt . quite so intensely as she did when Fred-" erick Ladder's offer came. V ' i 1 Susan met Ledder at the quarterly , luncheon of the Advertising club. Carlyle, the advertising manager,! in troduced Ledder. : ! ! " "This is your bloody rival, Miss Meade; Mr. Ledder is advertising manager! for Wiley's ice cream." : j ! "TONALDSON cane back late every jaft ernoon with new orders, and three days before the day 'Maple Leaf was to'be placed on the market the climax came. It was nearly closing time when Donald- Bon hurried in. M l "Just dropped in to tell you I've landed the Du Pre Caterers," he said. "Got 'era j signed today. Say, Jenkins; will tear his j hair when he hears it. He's been hound- j ing 'em to death for the order." ; ; j j Jenkins was a Wiley salesman. Don- aldson breezed out i of the office, having J told his news, an i Susan and Willard I faced each other across their desks. Du i Pre was a smart French caterer just opening- a big she p. They knew that Wiley's had been hard after his account. ! "Miss Meade," said Willard, solemnly, j "we've done it!" j "You don't mean! just Du Pre?" I "No Maple Leaf. We've; put it over, i before a quart has appeared on the mar- ; ket! We've got enough customers right i now to swing the tiling through the first summer, granted Jubt average hot weath- i er. If we don't get another one from j now till October we can make it. We'll I get through the winter all right without i a question. That is! the harvest time for j quality ice cream. Wiley's stuff doesn't j go worth two bits tjhen. If jthey weren't i linked up with the Dal ton creameries ! winter alto- How YOU Cai Secure A Beautiful Appearance Le us show you how Be witching and Fascinating! your skin can be made howl pure and youthful it should , be. These three Gouraud's prepa .rations will do this. t Gouraud's Oriental Cream gives instantly an appearance of wonderous beauty. That smooth, delicate, refined complexion it give will render enchanting beauty even to the most perfect o natural skins. Does not rub off or give that "made up look. 80 years in use. Made in White Flesh Brunette. Gouraud's Oriental Cold Cream A delightfully scented Cream that cleanses the pores of hidden dust and dirt. Softens and soothes rough ness and irritations. Stimulates and invigorates sluggish skins and brings bacic tne sott ncaitny glow ox youthful Beauty. Gouraud's Medicated Soap keeps away skia troubles. Its use is kvery essential to cleanse the skin before (applying Gouraud's Oriental Cream to? secure the best results. It gives a creamy; lather and has a fragrant odor. For Sal et Drug and Department Stores fa -Mac llere la year eppo Itoaity to pouew this Icombiattioa ef Beanty Requisite, Send tis year sane , and address with 2Sc ead wCl send ' Gooraud' Oriental Creaat wlite flesi brnaette. - tabe ef Goaraara Oriental Oeam aed m- urfi cake of dedicated Soao - FenL T. Hopkins & Soa, Cow &0CrjgZZ??r they'd shut down in the gether and make candy." And Susan Alice, the young i woman who never mixed her social and business life, went. j j CUSAN ALICE reached her boarding house a little after 8, to find a tele phone message.- She was to call South 6297 if she came in before ; 8:30. Puz zled, she called the number. A crisp, feminine voice answered-c "Just a mo ment. Miss Meade. Mr. Ledder would lilce to speak to you." Jf'I Want to ptop around this evening for a few minutes (and talk to you,V came his big, assured voice over the wire. "This is pure business." "Very well' said Susan. ''I'll be glad to see you." j, j Once Ledder arrived he went I imme diately to the; purpose of his visit. "Miss Meade," he said, "we wnt you in the Wiley company. I don't know what the Maple Leaf is paying ybu,, but we'll double it." ! Susan was I quite as prompt, quite as direct. " . ! "I couldn't; Mr. Ledder," sh said. "Even if I wished to leave Maple Leaf, I am under contract for a year. Ledder leaned back comfortably in his chair. j j "You have a chance to leave it now," he outlined, "at double the salary they're paying you. Can you be sure of as good an opportunity, say, three months from now? You have a year's contract, but the Maple Leaf Ice Cream company" he paused impressively "may not last through the summer," "Just what," Susan asked, "is going to. happen to the Maple Leaf?" Ledder hesitated a moment and then 6aid: "The day that Maple Leaf Ice cream appears on the market day after to morrow every dealer in the city and surrounding towns will be notified that -Wiley ice cream is cut 20 cents a 'gallon. Some of your customers may last in spite of that, or Maple 'Leaf may ! be able to cut Its price 20 cents, too, though the shoe will pinch fits manufacturing cost will be' higher than ours. Suppose they make the cut, though. Very shortly there will be another. Wiley's wil begin offering ; their dealers surprising dis counts, large commissions. How j much of this can ! Maple Leaf meet ? j Wiley could sell at a loss for. a year, if neces sary!" f Susan Alice rose, abruptly, ending the Interview.; j "I suppose you meant to be kind In - ! making me your offer, so I thank you. J ; But I don't care to; consider it." f 1 : ;;: ! J TJTTHEN Susan reached the ! red f brick pi" building at half-past eight the next morning something had gone wrong with ; one of the motor trucks, and1 the presi I: dent of the Maple Leaf company,! whis f tling, in his shirt sleeves, was experi i mentlng with It himself. ' He waved a ! monkey wrench at Susan - and raised a : jovial face, streaked across One cheek ; : with oil and ; grimeJ j ' Willard's very smile twisted at her l heart; she could have run across the I truckroom and put her arms about him I in a vain, shielding, womanly iwayi In i stead she said only; ) j "Just as soon as you have a moment ; ; to spare may I speak to you ? It Is some thing rather ; Important." j U The truck's engine began to j throb ev i enly, and, wiping his hands on a 'piece of waste, Willard followed Susan Into the ; office. : ' ' i All the gayety had left the man's face I long before she had finished. He nodded .! once oaftwiceii f ! j. "So that's ftheir . game. That's I why I they have been keeping so quiet They've I almply been waiting to see whether we ' 1 were going U be worth their (while to . crush. I suppose it's a sort of compli ! ment that they consider us worth it." He laughed grimly. ! They consider us worth it," eald Susan.! ifMr. Leader jpractfcally admitted that, but for this price cutting nothing v ; could stop us." "--".',. !""'."'.. I ' Tm a fool. said Willard, "not to have .foreseen this. , Even jtTncle Mflfea didn't, though that's a minor consolation; he's a slick old business man himself, and I've checked up every point as it came along 'with him." '' r , i I ; ? I He sat staring at the edge of Susan's ; JSesk-In silenc. - Finally he xtsevwashe4 i 1 - ' .M t . -I i eff the grime; and donned hls coat.. "If anyone needs me," h told the sten ographer, "I'll be back by boon. I'm go ing to see how much more money I can raise. CO WILLARD went out; after capital,. and Dan into . the freezer room to check up on production. Production and capital at work, advertising waiting. As Susan sat down at her dark-wood desk it seemed suddenly as though she were linked with the whole feminine slant on life waiting for men. : Then there was the page in the Daily Gazette, the newspaper fhich reached the shop people, the mill workers., This had to advertise the bulk ice cream, and showed the quaintly dashing counter sign which had been given to very druggist olr confectioner serving Maple Leaf. Un der it appeared the words: ! A SWEETHEART ITEST ! "If you see this little sign when he takes you in for a soda or a sundae, he is tne ama or man wna always buys a lrl the best. These proofs had looked so Interesting, so promising to her and Willard only yesterday! ! Willard eame In at j noon, looking drawn and worried. He and Mahoney had a long talk,' in which there was much shaking of heads. Willard dictated two letters to the stenographer. i"I may be late this afternoon, he told her, "but I'll be in to sign them. Just leave them on my desk." And Just as Susan came eon, he was off again. i ,J : : A.T.' O'CLOCK promptly the book-"4-y .keeper and stenographer cleared their desks and left. Donaldson blew in for a breezy moment, then out again to catch the lake car. Dan had an appoint ment with his wife, and after waiting uneasily for 10 minutes, scribbled a note which he left! on Willard's desk, and took a hurried departure. One of the trucks was still out; Susan was alone in the red-; brick building. She knew with an un canny feminine instinct that Willard would come back beaten.' And, she did not wish him to come back alone to a deserted building. And then, suddenly, coming as amaz ingly as a miracle, she saw; a way out. She eat staring at the faded hyacinth, her Hps parted, her arms crinkling ' to the very fingertips . with excitement. For a brief instant . she forgot Willard . entirely in the 'thrill of it. The idea-was so simple that she won dered he had not thought of it before,, wondered that Willard had not thought of jit, or Ledder himself. Willard, . of coUrse, might not . approve. But she would be ready in case he did. With a nervous glance at her desk clock, she telephoned the 'Journal. Carlyle, fortu- ! nately, was still there. "Is there still time,' she asked, eag erly, "to add a line to our big advertise ment?" j There was a little pause while Carlyle called the composing room, Then: '"Plenty." he assured her, "if you can i, get), it in the first thing In the morning." ; "Just the same," Susan assured him:' ."And If we want to run it. I'll have it ; ready before 8:30 tomorrow." Then she called the other two news paper offices, j She had just hung up the ! receiver after having received the third's ' assurance, when Willard came in. One , glance at his face was enough to tell her the truth. . 'j ; . , :! He sat down at his desk; staring dully before him. He glanced up sharply as Susan spoke, i "I've thought of something." she said. way out. tt "If there Isn't any other might be worth trying." "What is it?" " "It's Just this: Dont let's try to! meet Wiley's price war at alL Don't let's cut Maple Leaf even once. All the response we've bad so far has been to Just one type -of advertising the quality angle. Bee, this Is what I mean." She passed across the three advertise ments. Across the bottom of the first she had written in1 large, -bold letters a, proud, almost Insolent defiance: "More Expensive Than Ordinary Cream? Naturally.' For several Instants Willard blinked In surprise at the haughty challenge. "There's nothine"," Susan said, eagerly, "nothing that makes a woman so sure she's getlng quality as to have to pay for it." L . i "Susan Alice, he said, with a solem nity which made the profanity both a prayer and a promise, "I'll gamble Maple Leaf on the feminine slant. Let Wiley cut!" i .: I ' AS A matter of fact, the Wiley Ice Cream company limited its fight to one cut. During the month this was in force, the new competitor lost two orders to five )t gained. After the 30 days Wi ley's went back to its original price, a tangible, definite retreat. Maple Leaf "promptly raised its price. They had be gun using the slogan: "The More Ex pensive Cream." "And we've got to live up to our boast,' ! Willard told Susan, "even if it does burden us with outrageous profits." It was at a luncheon of the Advertis ing club in July, after a Fourth whose sheer volume of business had all but swamped the new company, that Susan saw Ledder again, i "Well, I see you j people have put it across after all," he said, genially. Susan smiled her friendliest smile. "After all," she said, "there's room in a city this size for both of us. Isn't there?" "It looks, said the great Frederick Ledder, . "as though from now en there might have to be." j And as they were ; finishing their des sert: ;! ; "Well, if you should ever change your mind about staying with Willard. Led der j observed, "come and see me. The Wiley offer holds good." "Thank you, but there Isn't a chance. I've .already agreed to a permanent con- nection with the Maple Leaf," said Susan1 Alice both of her. (Copyright. AH rUhta narmi. Priatad by ar? nncament with Metropolitan Hevnpapa Barrloe, Niw Tork.) ; ; : - . I I , Ml fit Why ragged cutting gives you rims nan ' ; ! 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