5.1
- New York Life
1--;.
W4T
1 1 am ' willing to do without sleep for one week to boost Salem. Must have your
cooperation. Every little bit helps. Show your civic pride!
El
ll l.v
PHONE: 2477. Res. 357
r1
IM'SliySieilliGDOESKDT
- PAY? LET HiP.l ROD TIIIS REPORT
fcnd Who Says Advertising of a Major Fruit Crop Does Not
Pay? 'Let Him Bead the Report of the Figures and Re
. ' salts 'of the Citrus Fruits Advertisinz by the California
4 Fruit Growers Exchange Stupendous .Growth Through
Advertising. ft ) .
Who uji advertising does not
Mr? Let Um read the resume of
the annual report ot the Calif or-j
nia Fruit Growers exchange, Jut
issued fr'eni the Los Angeles head
quartsrsoftice ot that cooperative
association. That is . one of the
biggest things of Its kind in all
history the biggest thing of all
Slstory la its - particular line.
. Every Oregon man In any way re-
1 aA ttk Air tn4natrlM.-m the land
ought to read it and who is not
so related In this state? The fol
lowing. is the synopsis In full, the
first two sentences being the head
lines ot the synopsis: ,
' Seventy thousand six hundred
cars California citrus fruit bring
record return of S120,0e,000.
Largest crop and greatest f . o. b
Teturn in history, says exchange
annual report.
... In round numbers, $120,000,
000 returned to the stats for 70,
600 carloads of California citrus
fruits, largest crop and most
money in history, is the Informs-,
tlon Just made public in the: an
nual report for the year ending
October 31 of General Manager EL
O. Dexell of the California Fruit
Growers d "exchange. Cooperative
marketing as practiced by the
11.000 growers comprising the ex
change made,; an unprecedented
record. - "
- Figures for the previous ree-
ord year of 1925-28 are exceeded
by almost 2Z million dollars in re
turns and 7,000 carloads greater
shipments. When freight and re
frigeration charges ot 41 million
dollars we added, the delivered
carload value of this crop reaches
the staggering figure of .over ill
ntiMnas based on exchange re-
mi -
. "Although the Florida crop suf
fered severs damage from, httrrl-j
cane and frost, the total suppiy m
oranzes And - trrapefrttlt n we
United States and Canada was ap
proximately 10,000 ears' freater
, in tne oreceamg ou"
iv nan pirs more than la 1124-21
-..Vifloo ears In excess of the
previous largest supply of II -24
when exchange orange aver-
ar-I tl.CO per hox ua ww u
192 S-2f." "ta7f Uu TZiZL
The'"' iacrease la tie vnljed
Ctats spsr and grrcfixlt
) r ''T7 "
t.-TS '- 3 t. T-
their advertising and - marketing
activities v according to the ex-:
change general manager. '
With .lemons, demand ,, has. not
been, as, well kept In pace 'jrith
supply, but progress has v been
made, - per capita consumption
steadily increased,' and' foreign le
mons gradually .displaced by Cali
fornia' lemons. Due to the fact
that over 90 per cent of lemon pro
duction Is handled by exchange
shippers, the organisation was in
position to cope intelligently with
the surplus' problem and secure
fair results enthe maximum quan
tity the markets could take, states
the report. , . .
: The exchange alone marketed
50.468 carloads. 38.891 -cars of
oranges and grapefruit and 11.577
cars of lemons, or a total of over
2 3 M million boxes. . Naval ship
ments reached 16.819 cars. Valen
cia 20.845 from exchange honses.
"Returns to exchange shippers,
estimating value of cars yet un
sold, reached $85,295,840, with a
delivered value to the wholesale
trade of $ It 4 8,7 2 4 says the
exchange executive. , "This is the
largest return to California In the
historyjof the ( Industry : " .
n average of 1,3-9 millions of
dollars was returned to Its mem
bers weekly ; throughout the, year,
indicating that the exchange has
well maintained its position of
leadership among Pacific coast In
d us tries. H r " .-; '
" On . an axrrexate business of
$817,000,000 .for the past 33
years,: the report states that J ex
TiiTirA eredit Inssaa have amount
ed to but 47-10.000 of one perUMUiesv
cent. 3i . . ' .
H Helps fa Many Ways ;
. Development of marketa and of
new fruit uses and outlets, sUn
dardlsation, advertising and trade
promotion, supply, traffic, cultural
and . Insect control, departments
are Important exchange services
enumerated in the report, la addi
tion to the actual marketing f aae
Hon. -. ; - )-.:: .-::
"2ec$ni9 f t ToInt tt frolt
handled," aays ilr. Desea, total
cost of j thla . xterjsd errtcu.
wllzX beneStl the CztJff IsJas-
x:.z rl'.stl23 alsav"'.-The. total - mar-
- v rrwr xrn f.4t rrr cent
t c surer?! vazaa ej tae
vested almost nine million dollars
in 30 years ot consistent advertis
ing, the : wisdom of which was
tangibly demonstrated In this sea
son of record production states
the general ' manager. ZXurlng
these i 20 yean, gross delivered
ales were well over a billion dol-t
lars'and f. o. b. return to exchange
members $718,346,543.
Dim to Advertising-! !: -'
Sunklst advertising costs grow
ers less than one cent per year
per conaumer or H to 3-1 ot
cent per dozen of their fruit. Mr,
DeseU estimates that .for every
family la this country, $9.33 was
spent for California citrus, a per
capita expenditure Of $3.15 for the
season. 1 " !
Indicative of its widespread ad
vertising endeavor, the exchange
used 1 73.9 1 1.8 4 8 Individual ad
vertisements in 19 national mage-
SCIENTIFIC EFFORT
TO IMPROVE
President of University of
.Oregon Explains Faculty,
; Bating Plan
CHICAGO, -. I1L. Nor. 14-
(Special). The" sdentlfie pro
gram that Is sow. under way at
the University of Oregon,' by
which' more accurate method t is
hoped to be found Jor rating the;
teaching staff, and through which
new and more 'efficient' teaching!
methods are expected to be found
was given nation-wide prominence
tines, 119.444.436 newspaper adsl here today by Dr: Arnold Bennett
on oranges and 123.056.460 on
lemons. ' Literally millions of re
cipe bulletins and booklets were
distributed, r . ? .
Increased service f work with
Hall, president of the university
who spoke before the "American
association ot : State Universities
session on this subject, B 2 j!, 1 ."
Two main objectives are sought
dealers resulted In $.8S7 peroonrfhjr the experiments and research
al calls In addition to direct mail
work with the- jobbers and retail
ers who help distribute the fruit.
Ef f ectlreness : of all advertising
was Increased by over 2 billion
oranges stamped with the famous
Sunklst trademark, definitely
identifying the product to consum
er.
work now- being ' carried on, de
clared Dr. Hall. The first ot these
is an accurate, method of deter
mining the actual worth . to' the
university: of its professors and in
structors, so that promotion and
advancements en be made strictly
according to merit. The second is
for definite improvements in ac
tual teaching methods.' so that stu-
TCnrooA took 500.000 boxes of
Sunklst oranges and grapetrult,dents ' may be better trained and
shipped from Los Angeles harbor
Tla the Panama canal, wrecx
shipments to - Hawaii, the Philip
pines and .the Orlfht mounted to
200,000 boxes. . These were tre
mendous gains and ! the outlets
helpful In disposing of their lar
gest crop, says the report.
Based upon a conservative con
sumption of 60 boxes : per year
each, 41,914 Sunklst extractors
now in operation were responsible
for consumption of over two mill
ion boxes, or "5.000 cars, visualised
by .Mr. Dexell as 1 488.467.660
driaks, which at 10c retail means
g -148,646,769 fresh! fruit drinks
' ' i Hold Em. Sheriff 1 ' '
CHICAGO, 111. A8:ered be
Mnse Judge -Peter gehwaba" ln-j
f ered that lie had arrested a speed'
er without sufficient enaence,
Deputy Sheriff Joseph White tore
his star from his eeat and hurled
It en the bench. It bounced, .hit
ting the judge oa the neaa, Tm
going to show yea taai no manur
how tanin yon are e? who you
are yon mntt respect this court,"
the fudxe 'retorted as he cited
Wtltt Csr eontemPt of court and
set tig bond at $ 1,0 80,
Lcs jtscles has added T33.S3T.
It U er"At?3. to IU population ef
If 19, li'l r?' fsj bt that not
T.ere t-aa i;3.8;3- rf the pew
esters trlii t t'A lz.',3 Vu9 cv
. .
better instructed.
"dur wholo" program Is In : an
Incubate state, of course," Dr. Hall
told - the sessions "But I have ' a
great. hope that out of these ex
periments in which we are now
engaged, or others ; that these -i
periments will uneoYer there will
cotsae . some objective data, some
scientific methodology, by which
we can take the 'hunch out of the
administrative prerogative of ap
pointment and promotion, and
substitute something of precision
and definlteness that is capable of
being scientifically applied. .
This will ftra tremendous, en
couragement to the faculty mem
bers that we want to encourage.
and it ' Will : close ' the doors . of
academic life to these who-hope
to ' find an Ideal ooelal existence
without tntellectuar activity.
AhOVe all. It will enable the
university to provtdt personnel
for the training of its youth that
will be more nearly adequate to
the tremendous - task it is- under-
Uklng.H
: X) eq!nfaf the wort ?ssw being
do9 at tts TJnlverstty of Oregon
Dr, Hall pointed eei that at pres
enVfa institutions throughout the
aat&u hot enough, consideration is
being given the faculty' men who
show origlalUy aad initiative, and
that often men who are net neeriT
sq tsritIaor efficient are' "ad
ra.ee 1 in rack and -salary along
with ethersT la erdes te tat thif
basis he suggested three consider
ations for Judging the work of the
men. - These are teaching ability,
research actirltie and coatribu
tions to the educational policy and!
life of the Institution. '
, The first step in this program is
the application of sound business
methods in matters of appoint-;
ment and promotion, Dr. Hall said.
He pointed to the personal work
that is being done by . business
firms and In public service, and
asked the Question, "Why could It
not be done In university ad minis
tration 7 ; j. ;
I feel that the proper solution
of the personnel problem uni
versities is fraught with more con
seanence to the public, good than
Is a successful solution of the prob
lem either In public adminietraH
tlon or private enterprise, the
president stated. f; . y
. . Methods now la use at the Cnl-
versity. of Oregon - tor ., personnel
work were described to the mem
bers) present. The first consists
of the preparation of a fWho's
Who" of faculty .'members. This
includes the complete educational
history of each faculty member
and lists of his academic perfor
mances, all avauable increases and
promotions and poisons! Impres
sions gathered by the . president
from occasional personal inter
views. u ' ';''.' t a.U; -
The. second method, wnlch is a
direct check, on the efficiency of
the faculty members, Is a require
ment that each instructor and pro
fessor send : in his examination
questions when he sends in the re
sults, or grades 'of .students. : The
third la that each faculty member
must send' In a statement of his
objective In grring the course at
the same time that he submits the
examination questions. , Z.: . ; .;
"When examination questions
sent in by the faculty members in
volve mere memory feats, have no
call for originality or opportunity
for original; thinking. It Is very
probable that such a teacher be
longs In the lower ranks, Dr. Hall
stated. One useful result ot this
device - already noted,: was ' the
greatly Improved Quality of exam
inations and questions that came
In the second quarter after this
order had-gone into effect 'atOre-
gon. That tn Itself, X believe, jus-
tines me proceaure." - -. ?t
. Thq work of.Jhe TJnlversUy of
Oregon faculty committee en im
provement is composed of 'the
strongest men In the nnrerltv.
stated, . and five 'ub-omiantees!
are new working on specific prob-
itsiBBt : i aeee su o-eommiiteea are1
OS iMt. Hit
systems; V possible objectives . In
teaching, ease and project methods
of study and V controlled experi
ments ta university teaching, l:y
Close eoeperatloK' ameag r the
departments and among faculty
ma is already noted jfor this em
aiittee work, it is stated, aad th
;rilcil3Lttn-Qae.elarUIn2 re
sult will be announced was made.
The Work of the sub-committees
on tests and examinations, and on
controlled experiments is already
attracting; wide attention, it is
said. . '
w at Oregon : have the hope
that our efforts will help to em
phaslse the problems of education
al administration and will start
new . progress toward Us sola
tlon," Dr. Hall concluded.
Read the Classified Ads
V Good Reason
I wish," said the school in
spector, after asking many ques
tions,, "that I was a little boy at
school again. Do you know why?"
From the back came a hoaree
(little voice: '"Cos you've forgot
ten all Ton over learned.""
1928 LICENSE FUEE WITH EVERY USED CAR UNTIL
CHRISTMAS. THIS IS A SPECIAL HOLIDAY OFFER
LOW PRICES REMAIN THE SAME
A
Used
ns a
good huy
o
9
35 of iilie
Bpicks. biiilt
iini ihe jact
'10 years are
Gull im se&'vice
SEE
f these
USED
AUTOS
1925 XVillys Knight Great Six
Sedan, Fully Equipped, New
Duco Paint, Runs and Looks
Like New. :x cr; ' : v $975
1925 4 Pass. Dodge Coupe, Try
and Tell this from a New One.
Our Price - $600
1922 Maxwell Sedan, New
Rubber,, Upholstery like New,
Going at' V $325
1927 Sti Bcick .Sedan, New
Rubbar, Original Paint, Priced
to Sell ; $1200
1926 Std. Buick Coach, Orig
inal Paint, Rubber 90 New,
Fully Equipped $1050
1926 Std. Buick Sedan, Very
Low Mileage, A Snap at $1185
1926 Paige Coach, Fully
Equipped, 90 Day Guarantee.
-:.:::;,-;- $850
1921 Buick Six Tourlnrr. Re
conditioned, New Paint $235
We also have two cr three
cheap cars at $50 and $1C3
each.
P$a Oct Slock Before Yc-j Lzy
.Wo Guarantee and Gi ve Terra
j!
ii
i ,
uiiy :sh-
tee. I
850 I
Re- iv
0 s Ccm I w e