8:.
SUNDAY-MORNING, SEPTEMBER 18, 1027
DLilCIUDiSIIIOn
ffiH FAVOR
Coat of Black Best Seller in
Paris; Pale Colors Used
'For Evening
f?l:i$J. ftaael lieavis "
J f AMeiU4 Pr Faihisn Editor)
' PARS AP) Ravens, crows,
Und blackbirds are the Inspiration
of. the line de la Pa it and Us tri
butary streets ot fashion.' Corbean
blue, 'which Is ' almost black,
rayenswing. which Is, dead black,
and magpie, which means : black
and white are words to counter
with In the dressmakers shops.
"Smart , Paris Is" baying Us 'win
ter clothes and devotees of bright
color. and gaiety regard with alarm
the ; stampede toward . black and
midnight bides for street wear,..
The coat of, black is nndoubted
Jy the best seller in Paris today.
Sometimes It brightens itself with
fur gray or beige. But oftener
It, Is soberly trimmed with black
fur. There are many suits also of
black er corbeau blue, which is so
nearly black that it deceives the
unwary. For afternoon the black
dress of satin or-flat crepe is con
spicuously successful. Often it is
quite cmtTlmmed.
--"To offset the somberness of the
coats there are afternoon dresses
of rich ' metallic brocades ,of very
small design. Blouses of these
materials usually enliven the suit
costume.. For the black afternoon
dresses there areT Jewels of con
i eentrated color. ' .
' .The " Parisian Is apt ! to choose
white or very pale colors , fpr eve
ning The'., simple . evening dress
of white satin is a favorite, parti
cularly with women who have new
Jewels to display.' '
4LaJyv. Mortimer ; Davis, whom
Paris counts one of its best dress
ed.' is. wearing white satin dresses
this fall, as a background for.jru
bies,. She . has several new ruby
pieces, including earrings; and a
pendant on a platinum chain. ,
THE OREGON PRUNE "
; NEEDS ADVERTISING
' (Continued from Page One)
that about 191T. California, start
ed the advertising of prunes un-'
der the . name , of Sunsweet. In
the selection of this ' name' the
growers of California undoubted
ly were actuated by the desire
to hare an attractive brand .name
similar to that of Sunklst, that
' would link up the prune Industry
of California with , the sunshine
of her I- climate. It prob'ably
would not be fair td say that, the
word .."sweet" was incorporated
In the name as a means of dis
crediting the Oregon prune. In
stead , 6f .this. .. the , growers were
Undoubtedly prompted by the de
Sire to put their best foot fore
most and. .while advertising the
general virtues of prunes, to stim
ulate the natural desire for the
sweeter prune.' i X-
"Consequently, the situation
which; exists today' in regard to
Oregon prunes through ; lack of
advertising Is a much more acute
one than that which ' faced any
other agricultural product. Not
only is there an over-production
of prunes In this country., but it
ts a fact that even the second gen
eration pf .foreign.' people who
brought wKh them, to this country
v 4 natural' taste Tor' the tart' prune
bsfvje been jreaned away , to the
sweeter prune.. , . " ..
; The prune fndusfrV Is in much
the same - condition., as the ! man
ufacturer of Vlctrolas was after
the - radio came - on the market.
Th4 sale of Vlcjrofas went down
and 'down, until finally the In
troduction of an entirely new. and
greatly improved Victrola was the
only thing .that got this product
back Into Us popularityi Consid
er the situation of the Ford Mo
tor Car today, t Ford, up to a
little more than a year ago, was
selling more. than half of the au
tomobiles made in the United
States. In 'Just a abort period of
time' the attitude of the public
has changed their demand is
now for k", more improved and
more modernised -type ' of car.
Ford has Just' how come to realize
that, unless he heeds this changed
condition of the public that his
business is bound to decline, and
the, .business of - his" competitors
to Increase, : 4
t ' 'We refer to these' instances be
cause they illustrate the fact that
the, will of the public determines
r -whether manufacturer or pro
ducers . will, prosper or pot. In
tbeseof a "manufacturer ihe
. Droduet can ;be ranged "'or im
proved, to.; nifeet : this condition.
Such is not the case with the Ore
gon prune grower. lie must cither
popularize the tart - prune? or not
grow it. , :,.
. - Tills e.was recognised . by the, De
partment vt. AgricuHure tn their
bulletia j-whicta outlines the very
complete. an' remarkable . survey
they ihave. .Tnadejn behalf pf Ore
gon and Washington prunes. ; Oa
page 4 of the bulletin li the state-
'ment: I;r ;.t- , 's ,:. .: ; fil ;;
" ''Consumer demand is ..the reas
on and .jiitiwTstionf for commer
cial agricultqr.e.; C6n.?iumer; de
maud .for- prunes, for, example. ;de-r
terjni.ifs. the kind :and jquality pf
F"iac3 .wnted by. the market and
t1 , r-it'rE under, which ,hcy
t r """ii'l. ST'tch'. tfVflopn?Bt
SCENES ALONG UNCLE SAM'S bit Y NAVY B ATf L IRONT
5: ' r
'It
f 'Ciuuing the iam rauten from
j - - x . . . I
m a jf- t a - mm am m "w -sr" mm - i . . ar- - .
tor ttm of toHT . r.i. j """ V-U,:M w wrwr pawoi men -me most rascinat
Lll??: ? P 240MdailyAt ,Ucl Sam'a.diy mavy attempt, to atop the flow
ST i V"- with powerful ned and can .
rlhaA ICkS 'ift i with htndfeds of tumble down bouses each
''tiafdte faL Sft'Ti WhkhJ Wfa x Chaad b, the border pate the
S,ot?? boat hop e8capa ptarfc patrol dock
SderltfX' w2?- n -HP, Jammed with confiscated beer '
ana several or the lugrera wrth ti,eir carpe, tie outgide ttt) crowdj lip.
affects price. The course to .be
taken is that , which will probably
be the most probable in the long
run. . . The approach to a
sound production .'program re
quires full knowledge of the de
mand situation.".. . , -
Living In the Kdumtlrmal PctKmI
.. .
of American IJfe
There has never been a period
in the history of the United States,
or of the entire world, when edu
cation In regard to every phase
of our daily life was so sought
for. and absorbed by the public.
This education is gained chiefly
by the printed word.. As an ex
ample of this search for know
ledge, consider the present popu
larity of asking questions. It has
reached a stage of a fad similar
to that of the cross-word puzzle
of a few years ago. ', ' "
In every mag'atihe we pick up
nowadays there Ms article after
article telling u$ how to take care
of our health, to be happier, more
prosperous, and to cope with all
of the problems of everyday life.
This, educational slant Is, particu
larly brought out by a glance at
the. advertising pages ,o( the
magazines today. If Itip Van
Winkle awakened in this day and
turned to. the pages of - a maga
zine he would be astonished to
learn about the. virtues of things
like yeast, and many of the prod
ucts which be knew nothing of
twenty years before.
, We are leading up to the point
that the .Oregon prune, while It
is of a tart flavor which does not
conform; to the natural taste, of
the public, does possess a health
value similar to that of citrus
fruits, which have become a part
of our dally diet by means of ad
vertising, in less than a decade.
Analysis shows that the . Oregon
prne conialna practically as much
sugar content as - the California
prune, and, besides that, it has
the.'he.ailhTul , fruit ,acW content.
I ft, people . can , be educated to eat
yeast for health, which has no
merit -whatever from the stand
point pf taste or flavor, certainly
the. Oregon . prune can be popu
larized. v Furthermore, the stress
ing of this fruit acid content,
which has never been brought out
In. any of ithe" advertising of Cal
ifornia "prunes," W believe would
lrove . a . more convincing argu-
f
'
! AND THE FEE IS MODEST
'.iMprc and more people of this community are availing them-
selves oL the services of our Trust Division. We safeguard
their-securities, -collect and remit income, watch maturing'
i obligations,- prepare ' income tax -returns, render .prompt re-
i ports, act as agent, executor ot,trustee. of property, This
i prviri i most floxiblfv to meet the varvinir demands
n
placed upon it,
: Y Your inquiries
t -
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...r;';;i
TOT
: J-JQUCR, STORE. AT r<Cf
DOCK CljOSCD fOa .
LACK OF BUSINESS
th'ntc -IV.. kl t:j.
ment in behalf of prunes as a
whole than anything that has yet
been used. r " - .
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Effect of Iiicreaetl. Consumer De
mand in Solving M her Ail-
ments ..of Oregon
' Prune Industry
..In their investigation, the "gov
ernment brings out the, fact that
less than a third of the housewives
called Upon in typical American
cities knew there, was any differ
ence at all in prunes. Only in
New York 'was there any consider
able number of housewives who
knew there was such', a t thing as
the California sweet prune and an
Italian tart prune. At the same
time a great mass of the public
has a naturally sweet taste, ' and
they are going to prefer sweet
prunes by instinct unless there is
some reason in their minds why
a tart prune possesses merit which
is desirable. , '
Several years (ago the writer
made an Investigation on Oregon
prunes among Jobbers and brok
ers in many of '.ihe large cities.
In New York City one wholesaler
reported that, the year previous
Oregon prunes had sold in the
chain . stores "of New York City
as cheap as three pounds for a
quarter, but even at this low price
It was difficult to move the sur
plus, because many people, having
once. purchased the prunes, would
return them with the . ' comment
that they were Vmr- The
prunes of this particular year were
unusually sour on account of clim
atic conditions in Oregon. '.How
ever. If the public had been edu
cated to know there was such; a
thing as a tart prune, just why
it was tart, the reaction ' would
have been entirely; different. .
It is . our belief that most of
the ailments of the prune industry
on which the marketing" diffi
culties are blamed, such as lack
of uniformity in grade and pack,
m,oldy prunes,, etc., can rightfully
be balanced on the fact that Ore
gon prunes , have been sold at
such a low. price, and on a differ
ential under California prunes,
so that the growers, packers, and
others who come in contact with
the prunes, have been forced to
take "short cuts of every fclrid.
It Is fundamental that when a
product Is sold en, pTceatfd';the
price Is constantly being beaten
and the fee isjnodest," 4 j
will be welcomed." . '- - .
1TED STATES RATIONAL BAH!
f '-The Danli Thai Scr-- VnVV
; .v
if. . i L-
iVERHMCNT STOSLCS
B.E. AMALL HUT"
CONTAIN eVCRV ,
K1HO Of Wl.i
BOANDV, ETC
. . f. .
RARELY CROWED
down, there is no incentive, or
very little incentive, to' maintain
qualty.
Once you begin to remove the
great obstruction that, stands in
the way of Oregon prunes, that is,
the lack of knowledge. In regard
to its merits by the general pub
lic,, and the , stimulating of con
sumer demand, you will immed
iately arouse among the producers
and packers a keen desire to raise
the standard of quality.
Fundamental Steps Which Ore
gon Prune Industry Should
Take at this Time
It would seem to us that a
great deal of leadership has been
shown during the past . year In
arousing among the growers and
the trade in general a desire to
take action and to adopt a pro
gram that , will mean better days
for this industry. .
As we see it, the necessary steps
can be summed up as follows:
1. Organization of growers for
co-operative measures of grow
ing, grading, packing, etc.
2. Organization of those en
gaged in the selling of Oregon
prunes, with the establishment of
a service for the reporting of
sales, prices, shipments, and of
orderly marketing in general.
3. The creating of an adequate
fund for advertising and market
development.
The question ' jof Just how,
where, and when "to 1 advertise
Oregon prunes has been in our
minds for a number of years. As
stated Just now,''we have made a
personal investigation i of the
prune marketing situation In
maily of the markets, of the coun
try. The lack of knowledge In
regard . to Oregon prunes the
fact that very few people knew
there were two kinds jot , prunes
and other points, as brought out
in the ..government .survey, have
been looked upon by us as ob
structions which' only could be
removed - by advertising. ; ;
Figuring on' ;a', lfbnnage of ap
proximately 60,000,000 pounds of
prunes, the Industry of Oregon and
Washington, at prices received by
the packers, represents . a value
of around $4,000,000. It has
been said by some that this Is too
small an industry to Justify., na
tional advertising,, 1. , ;r:
Most, of us classify advertising
-' i U -i it
.MI'llliIIIW
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in our own minds as being feither
national or sectional. When we
dividftjadycrtising- in this way we
are : using - geographical means of
diatingnisuing methods. When
advertising Is done by sections
and S local media employed, such
as newspapers, binbb'ards, etc.,
you must , advertise to ail classes.
Oh many products this la not only
desirable,, but very necessary; (.but
on a. product such aa yoTSf-where
the, housewife everts most of the
influence in Ks purchase, then the
advertising medium which house
wives rely on the most for ' in
formation regarding' foods, health
values "--of foods, etc., should cer
tainly be used.
Not onlv Is a woman's makazine
valuable because, of Its , editorial
contents and its editorial back
ground, but it; Is a medium which
stays in the home for months at
a time and read at times of leis
ure. , .
In making' the statement that
this advertising medium is. in our
judgment, a most valuable and
oersuasive one. we are consider
ing your product in particular, and
we . are not making this as any
general advertising recommenda
tion.
This explanation of .our views
is given largely in answer to the
statements that have been made
that the advertising of Oregon
prunes could not be done nation
ally. If you go Into a community like
Corvallis or Salem, and made a
canvass of the homes, you would
find that the most thoughtful and
discriminating women are the
,ones who read these, magazines.
,and if you went to your local gro
cer you would find that the prod
ucts wblch they have put into
their, stock, at the 'request , of con
sumers have been "called, for, chief
ly by these discriminating women.
In other words, it is a limited
number who really influence the
ttems which a retailer carries, and
the rest of the public take what
ihe dealer has to offer. Thus it
is very Important in, advertising
to educate the more intelligent
and discriminating group.
-We do not fail to recognize that
there are several very, large cities.
particularly New York, represent
ing the largest American demand
for the tart prune, and undoubt
edly local advertising methods
should be employed.
. It is our .belief that in order to
be effective, an advertising cam
paign of at least one-fourth of a
cent per pound should be raised,
which, on a basis-of 60,000,000
1 tc
Vfey At:
tasnion
The Kind F
y - kng-aU Ar-TVW The Buying
m - 1 - ..... -n..a m . l . .ill .'r
" fTATJZ- - splendid
. rTi J FY i wV-V'is' : i from the.
.Mm mv-- am :rv . , . .
. . . v Tei'.9 distinctive design are being shown in
warm colors i for Fill and Winter dress occasions. 1
pounds,' would give" a fund of ap
proximately, ' 9 1 0 ,t 0 0 1 Without
doubt this amount could be raised
byXjcilnt assessment' against both
the -growers and the packers. X4
. The old saying about the r"Arr
kahiaw farner applies , pretty
well to the Oregon prune problem.
'ton f will - remember,, . when lt,waa
raining the ATkansaw - farmer
conJdn ixjhis rooft and when K
wasn't he .didnXneed . to. There
seems. to be constantly the desire
to ; jpospone these fundamental
steps. which everyone knows and
recognizes J aire absolutely neces
sary before the industry will come
into, any permanent prosperity.
In our business we have helped
to build successful campaigns of
other basic Oregon products; we
have ; helped . to create a world
wide market for Oregon-made
swimming suits,, for Oregon-made
woolens,, lumber. . cheese, apples.
and other products.
Among, bur. clients are such
well-Known concerns as the Jan t-
zen "(Cnitting Mills, the Oregon City
Woolen . Mills, the Tillamook
Cheese Producers, the Hood River
Apple 'Growers, and the West
Coast Lumber Trade Extension
Bureau. .. The latter organization
.was perfected by the lumbermen
a . little , over a year ago, 'when
they raised a fund of 1500,000
per year , fpf 5 the. advertising an
the promotion of Oregon lumbar
poducts. .
..We. are ready and willing, at, alTt
times to, work with .you, gentle
men, aiid, will be glad, indeed, t
assist, in the iu'rther.jdetailing of
a sound advertising program for
the Oregon? prune. . ',
Crematory to Replace
Old Russian Monastery
MOSCOW (AP) One of the
churches of the former Donskoi
monastery, establlhed 600 "years
ago under 'the reign", of Prince
Demetrius Donskoi, Is being trans
formed' by Moscow municipal au
thorities into a crematorum,
All sthe , mechanlcar.outfit has
been supplied by German firms and
the construction is being super
vised by Germans. When complet
ed this month U.wIli be. the only
one in the Soviet Union and one
of the largest In. Eurppe. . ...
A cemetery adjoining the mon
astery was in the old days the fav
orite repository! for the remains
of deceased members of Russian
aristocsacy.
-rf ., '.I I J m I
Read the. Classified Ads
"where Gavins
asmon-wise
'- . I ' ...I
iLdlMlMik-Jl
Introduces
' "y''"''
i ryle; and Quality are Gomlimeli
! Fancr Sport Fabricsrnooth Finish Dress - Materials
CIVIC CHEST' PUSH
MEETING CALLED AT C. OF C.
... WEDNESDAY
- Salem business men are tired of
"drives," and are speculating as to
the possibility of forming a com
munity chest for the city, .so that
funds. for the different charitable
organizations may be apportioned
from a general fund to which con
tributions may , be made in one
lump sum.
A meeting has been called for
next Wednesday night at the
Chamber, of Commerce, at. which
time a speaker from Portland will
present the community chest plan,
and an attempt made to establish
one here. . v F . t .-
A committee consisting of L. E.
Oberer, William Pennington, E. A.
Miller... and .George Grabenhorst
was named "at a? meeting of the
Marlon; County Realtors associa
tion last Thursday, to meet with
representatives . of other civic or
ganizations to -consider the pro
posal. ...'v-'-
Under - the - general plan of a
community chest, all organizations
seeking o . raise . t und3 , by . public,
subscription would be required to
submit theirs budgets to an execu
tive committee of the chest for ap
proval. Sqllcitors or funds oper
ating without the sanction of the
chest committee would be ignored.
Numerical Cable Address
Urged for All - Parisians
PAHIS. ( AP) A numerical
telegraph and cable address ior
every 1 Paris householder is urged
by the Paris newspaper Liberty.
Frenchmen arfl beefnnlner tr mm.
plain that the romantic sounding)
CALL 934
Cherry
City
For any last minute cleaning
For the school boy' .or jfirl
We give you one day service
Telephone
iire ireti fe$t 9 I
t1
vv omen
power of our immense
- u. .... i . .JV
v H TV Tri: JT
tenarminsilv
Demand Bfecati
coat values p6sslble---our hriiyers have! taken ithe best
markets.. .
Croats for Women, Misses;
tr
- ,The
f
L.
clever'spbrt tyfes suede, bolivii and venics in ticli
'. " ; ;
names of their streets and towns -cost
them . heavily in telegraph f
tolls, since addresses must be paij
for by the word. It is not unus'
pal for a French address to run
to fourteen words or more.
, jylherty also asks the municipal
council of Paris not to pick out
five or slx word street names when
they ' are christening 1 new s Sr
ough fares. : ' 1
Grape Fruit Mow Popular
1 in Britain; Hotels Serve
' LONDON AP) The grape
fruit, introduced to Uritain. by the
Americars, has comefto stay, 3iy
th rjvecl Garden dealers.
American troops in training in
this country .during th? war help
ed to popularize the fruit. . So did
American .tourists. Immediately af
ter 1918.' Larger , hotels began
ferving grape f ruit. , In time the
Ewrllii reople lhem?elv3 tried- ,
and like 1 it. .Before 1914 grape
fruit wsr almost unknown here'.
Berdlui; Uowe-Jenklnc
Falconry; Honored Sport f
of Past, Found Obsolete
LONDON. (AP) Falconry,
that , old and - honorable sport,
which In the Middle Ages dWputed
for first place with hunting and
Jousting, is fast disappearing. ,
The Old Hawking club., the last
following the flight of the. falcon
has. just, gone out of - existence.
Fanconry Is still practiced by some
persons In private: They obtain
their falcons, however in Hollan d.
Occasionally a . rider is to be seen
following the flight of the falson
on. horseback. . v:. ; . ,
,,H Him-fiLi.-iMiH'-'iWiri!
. . r 1 - i
230 N. Liberty
tHHm" mmMH tiUi&ittmWmn&
OUR
."YEAR.
Dirf&rent
organization makes such
ani
a Juniors.
17.
it 1
-is -,
Fr1'
.Fluffy Fur Cbllari'Aro
tSo Flattering And
. Comfcrtably Ccsy
softening effect of fia Tl
makes it 'universally favored
- thia . season long-Kaired furs are
the choice of Women WKd woul
be inodish.
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