The OREGON STATESMAN. Salem, Oregon. Smfay Morning. August 18, 1929
PAGE TWENTY-ONE
TMsWeek's Slogan:
Thisli Great Held For Widely Advertised
Product
We Are Advertised By Our
Products That Contact Us
With Wide World's Markets
op asd distributed by Raid, Mar
doeh A Co. sad all tha rest? Tha
men who founded that great con
cern hare gne to their reward.
Ions since. They bollded wiser
than they knew. Just as their
contemporaries who started the
industries on tha land in the Ore.
f?rhi rnnn'f whn hiva al.i vnn
to their Ions homes, bailded wis-
Q. rV.l:4... rC XXn . T n 1 L ! cr than they knew
uuuciiui vuoiuv vi )T nak c vji j v aiiu a a.&i
and Proces and Manufacture Gives Us
What Amounts to a Franchise
In Many Lines
The Slogan subject this week
NatlonatAdvert!sing. It is an im
portant subject. The ability to
produce and pack high class
fruits and vegetables, and turn
into manufactured articles our
raw products generally, is one
thing. It is basic. But our fa
"cilltles for contacting with the
treat coasun'r j-ublie is ?n: 'her
necessary thing, the strength of
which is e: m cAiii
our prosperity.
O
U voted
to the processing o our
fruits and vegetables of various
kinds, in divers ways. That con
cern was formerly a conservative
wholesale grocery house, operat
ing in the central section of thi
country principally, with head
quarters at Chicago. It has been
spreading so as to cover the whole
rountrr. with already twelve
branches, new ones in the paSt
three year3 being at Los Angeles,
San Francisco and Seattle. Th
: Monarch brand is the talisman of
,We are best advertised by our(the concern. and under the egis
marketed products, for- they are of thIa name there is a wide man
based upon quality. On soma of j Hfacturlng and distributing organ
them we have what amounts to a, 5-aticn. covering literally many
franchise, either in exclusiveness ! hundreds of receiving stations and
or in the fortunate tact mat we
can"end out a better product than
i possible to our competitors.
There is room at the top. But the
top Is not crowded, t is blessed
by the security of. fcjelu.slvtness.
Old Things Madae'Xew
The Salem district has done
some national advertising. Con
siderable. It advertised loganber
ry Juice, under two brands, Phcz
and Loju. But for the World war.
bringing too high prices for thai
berries to be used in that way, and
but for 80ae pthf c;thngs. .that
mayfbe charged up-to the account
of flick, thi:
still' be p-Mhei'tAiniulat
wards. But the'' came, and
our house of carts tumbled.
Though the field Is open still; but
those who occupy it will have to
largely build upon new founda
tions. The same thing is true of dehy
drated article?. That nrocess will
come back How? That is for
,a iuture.
It is true of the Mif'tland" ad
vertising of our various tree and
bush fruits. That idea, in its dif
ferent ramifications, is still a good
one.
But we have lo.st by inaction
part of the cumulative values that
we built up. "There Is nothing'
new under the sun" has persisted
a a truism. It is far from the
truth. There is something new
under the sun, and' under the
h bowers, every day and every year.
New Advertising
We are getting a lot of new ad
vertising now. One firm, Baker,
Kelley & MacLaughlin, with Salem
in Oregon headquarters, put up
this year 500,000 one pound car
tons of Marshall type strawberries
here, and could have had orders
for double that number if there
had been timf to get the carton
containers. The orders came from
sampling, principally. How far
this will go, no one knows. It is
likely to go far, in both Marshall
type strawberrita and loganber
ries, and perhaps :n raspberries
and other fruits grown here. That
is what may ,terr.iel almost
free advertising. Almost acci
dental; or you niny call it provi
dential. We have the product,
aud can increase the supply indef
initely. Salem canned and pack
ers deserve tSe credit of finding
this way of nniketfnjr, by experi
ments carried on here.
- More Xcw Advertising
Reid, I.Iv.r.Jo:h & (Jo., a great
concern tii-.t gcej ba:k in history
to the early filtici;. v2.:n our fore
fathers were comi.i', to tl:-3 Ore
gon Country in i.i.r ox tor.::
wagon trains, that will before
long be 100 yenrs eld. Iia3 enter
ed the Salem field. It is operat
ing xho West Saiera cooperative
cannery the present season, and
will in a few days be running
that plant to the limit of its ca.
. paclty, oa pear? and evergreen (or
Oregon) blackberries, to be fol
lowed with prunes and perhaps
apples.
And that concern has taken ov
canneries and packing and proces
sin? olants. Many things In food.
stuffs. A nation wide concern in
Its scope: and world wide in its
distribution. Our grandfathers
relied on Monarch brand coffee
and olives and other good things.
Reid. Murdoch & Co. remain, and
prefer to remain, still a wholesale
food concern exclusively but
with the addtiion of being a great
manufacturing and importing and
processing concern, covering the
country. And supplying the re
tail trade exclusively. Not. going
Inte chain store at; aUi vStill
hniMtn nn the retail concerns
latflbWbuartluillhV great business
nauve re-!0n
er the Kings plant on North Front j canned and
all the way from its early begin
nings. Advertising Salem, Oregon
Well, the writer has before him
a handsome poster of Reid, Mur
doch & CoJ advertising to its own
selling forces and to the retail
trade "Monarch Canned Straw
berries. First Product of Our Sal-j
em Plant." the quoted words in
big letters, the text adorned by a
photograph of the Salem plant
(the old Kings plant as it will be
when lt'is revamped) of the com
pany. "You never saw such canned
s,trawberries: you never Baw "tins
so well filled; but there aren't
enough of them," reads part of
the poster. With the omission of
a few paragraphs for want of
room, read on:
"MONARCH STRAWBERRIES
a variety of berries grown
ONLY in the Salem district . . .
FANCY in every sense of the
word.'
"To the Salem plant (In the
center of the berry district) each
day go the choice of the day's
picking . . . and before the day
is done, they are ready for the
MONARCH label. You never saw
such strawberries. We wish we
could multiply each case by a
hundred. Next year we'll hope
to have plenty for everyone. This
year we are anxious for every
salesman and every good Mon
arch customer to see this product
of our Salem plant, and to get
the distribution that will jnaice
next year's hoped-for volume of
business easy.
"Give every good Monarch cus
tomer an opportunity to buy but
sell no large volume to any one
man. You'll receive samples from
first car r.nd when you SEE
them and TASTE them, you'll
pity the limitations of our vocab
ulary. "At prices only possible because
we pnek them ourselves. Mon
arch runlity from our dwn Mon
arch facttory."
Ju.t a Sample
The above is ju3t a a"mple of
what the location of this concern
in Salem meann in the way of
advertising to Salem and this dis
trict to every man in Salem., and
every person on the land produc
ing raw products for Salem fac
tories. The same thing is going on
with reference to all our canners
! and packers. What te it going to
! do. when extended
No Pent-Up Uticm
In this field, as in many others
in this land of diversity, Salem is
no pent-up UUca. Its natural ad
vantages extend its drawing pow
er for customers around the earth.
Ita combination of soil and sun
shine and showers that make this
land of diversity the country of
opportunity.
Onr prunes and loganberries go
to all the countries bordering on
the seven seas.
Our forest products in the shape
of lumber and the refinements of
that trade, and in paper of vari
ous kinds, go to all lands.
- Our pumpkin pies are eaten
wherever this delicacy is appreci
ated, the stock of peculiar qual
ity from our peculiar climatic
conditions, added to peculiar pack
ing formulas, building here the
greatest factory of its kind in the
world; in all the far-flung Del
Monte chain that encircles the
globe. When you eat a perfect
piece of pumpkin pie, you think
of Salem, Oregon, if you know
what you are enjoying in the ul
timate of pumpkin pie perfection.
Vast Growth Here
In 1911 the canned pack of
Salem was 30.000 cases. Last
year it was around 1,400,000
cases, and it will probably be
larger this year, and much larger
next year. It will increase inder
initely.
On July third of last year, the
JIunt cannery. In . SaVam packed.
12.719 .cases of ruW or ,"", 256
family aired -cauis, which set end
to end would make a column over
22 miles high; or would form a
string of cars running nearly to
Aurora or Albany. They were
enough to fill 15 freight cars.
That is the record, so far, for an
Oregon cannery. But it will be
exceeded many times in the fu
ture. The record pack was most
ly strawberries, raspberries, log
anberries and cherries.
In Many Lines
Our flax and linen mills are
sending their products to every
country developing a business
that Is destined to employ direct
ly and indirectly here, a million
people; with an output of $100.-
000,000 annually, and then have
only a fair start on their way to
their ultimate greatness.
The Thomas Kay woolen mills
here, and others in this section,
are spreading the name of "Ore
gon Woolens" throughout the
country.
The Gideon Stolz factory is
sending 100 cars annually of vin
egar to the markets of the coun
try and going ahead by leaps and
bounds. Founded over 60 years
ago, and growing now by geo
metric progression.
We are sending 20,000,000
pounds of hops annually to mar
ket, and 5,000,000 pounds of wal
nuts and filberts. We will soon
be sending 50.000,000 pounds of
edible nuts, and in a litlte while
thereafter have the greatest dis
trict In the world for these pro
ducts. When this valley i3 all irrigat
ed, as it will be, and gets many
sugar factories, we will have here
the greatest dairying district in
the country.
This will be the peppermint oil
(and other essential oils) center
ot tha United States. Because It
is so marked out by natural adaat-
abillty.
We will have (should have
now) maraschino cherry factories.
We are the country' celery cen
ter on quality; will be on quantity.
And tha Petaluma plua of
Oregon, on poultry.
And now the onion set center
of the coast, and the. onion center
of Oregon.
And we are tha valley head let
tuce center, and tha Oregon seed
and bulb center. And the Oregon
mohair center, and the valley wool
center, and wil be the crude drug
headauarteni of tha cmratrr
Space forbids mention of manyN
strings to our bow of promise;
our muniments of title to future
empire proportions of trad and
commerce and leadership in many
other ways.
In very short, we have a world
of things to advertise to a wait
ing world of people, based on tha
decrees of nature that marked
this valley, for . permanent 'great,
nesa and prosperity.
One addition: Do yon realize
that in due course such concerns
as our canneries will shunt their
products onto barges in the Wil
lamette river, and they will be
thus bound to every deep sea
port around the earth, by water
borne transportation?
The heroism of Gnstav Lindow
a Swedish officer who successful
ly piloted his plane with one hand
while he restrained a half crazed
passenger with the other, has been
recognized by the Carnegie Foun
dation.
Henry Allen Cooper ot Wiscon
sin' has served longer In congress
tturn.ayof thj present ip?jf et.
' m .
Loganberry Juice Ought ta
Come Back and Other Fruit
Juices Should Be Exploited
There Is a Real Opportunity Here for Big Busi
ness or Large Cooperatives, Backed by
National and World Wide Advertising
This Is a can that ought to be
made loud and repeated through.
out the country a call to bir
business ot able cooperative ex.
ecutlves for the bringinr back
ot loganberry Juice, and tha de
velopment otoie fruit Juice busi
ness generally in the Willamette
valley.
It Is a Macedonian call, and it
represents a great mission field;
an opportunity that promises big
benefits and certain vast profits.
Loganberry Juice is good and
attractive. in mora wavm tBan ibt
other fruit Juice.
It has four fruit acids: those
found in grapes, apples, lemons
and oranges. Principally, It has
the citric acids such as are found
in lemons ' and oranges. It - has
malic acid, a trace. It has pectose
coloring matted, protein, ash, and
invert sugar.
And it has iodine. It is good for
the prevention of goiter.
Is a Corner Still
t stands four square to all the
winds that blow, in its manifold
qualities of excellence. It will
bear advertising. It has the points
of advertising kick.
Before the World war. logan.
berry Juice was one of Oregon's
principally nationally advertised
products, and that part of the lo
ganberry industry was built up to
a point where it was the largest
outelt for our grawesr in dispos.
ing of their crops, and the most
promising for a constant increase
jacreage. This was" before the
w f - m ('f,i g
canning of loganberries, and long
before the sending ot these ber
ries la cold pack waa started. The
principal outlet war then in the
drying- of them, and tha pressing
of then for their juice.
What Happened
But came th World war, and
the demand for canned frnits of
all kinds, and the prices of logan
berries shot up from an average
of lesa than 5 cents a pound to
10, 12 and even 11 cents a pound
perhaps higher In some cases.
The price had been down to as
low as a eent and a traction a
pound la soma former years, be
fore the Juice Industry got to go.
ing and tons of loganberries were
left oa the vines. This happened
agala, after the war, when, tha
canning and the barrelling de
mands had languished, and the
Juice industry had been put out
of tha running, by tha high
prices.
One Thing After Another
The Loju company and the
Phez company, the principal con
cerns engaged In the pressing and
marketing of loganberry Juice,
merged and became tha Phcs
company, and did a large volume
of national advertising. It was go- j
ing fine. But came the high berry j
prices, and the juice business had
been built up on tha idea ot ber-;
ries at 5 cents a pound or there- j
abouts; alto the government col-i
lected big sums in beverage taxes,
and the business was crippled, j
and- had to be reorganized on a J
moderate basis. (AlteTwaras, tne
taxes were refunded, as having
bee n illegally collected).
Still Carried Oa
Under the name of tha North-"
west Canning company, tha busi
ness Is still being carried oa, and
there is a considerable demand
from old customers, auch aa first
class hotels ia tha big cities, from
ice ica cream trade and .ether
lines principally in Chicago,
New York and San Francisco, etc.
The trade ia being supplied regn
( Continued oa Page 24)
Gideon
Company
Uaaatactarera of
Vinegar, Soda Water,
Fountain Supplies
Sal en Phone 2 Ore.
We Need World Wide Advertising
Combine Your Grain At Proper Speed
tft-
if. i .t
WE need advertising; we need the California spirit applied
to Oregon, that we may put behind us the last traces
of the old inferiority complex. We can do big things here
because we have gTeat things to do with; great natural re
sources the land of diversity and the country of op
portunity. Salem is the quality district; we have more franchise
crops than any other section of th$ country crops in which
we excel or may excel on quality, or which we can grow ex
clusively. It costs no more in freight charges to reach the 110,000,
000 people east of the Rockies than the 15,000,000 on the
western slope, and the ocean rates are little or no higher to
Oriental and European ports than freight costs to most Amer
ican points.
We should live up to" our opportunities, measure up to
the motto our pioneer fathers gave to Oregon, "She flies with
her own wings;" (alis volat propiis), living up to which will
mark Oregon as the brightest star in the galaxy of states
Now the most nearly virgin, the least developed of them
all.
Everything In
BUILDING
MATERIALS
Cobbs & Mitchell
A. B, Kclsay, Manager
S49 S. 12th St.
Phone 813
Keep Tour Money In Oregon
Buy Monuments Made at
Salem. Oregon
Capital Monumental Works
J. C. Jones A Co., Proprietors
All Kinds of Monumental
Work
Factory and Office:
2210 S. Commercial St.
Opposite I. O. O. F.
Cemetery, Box 21
Phone CS9 Salem, Oregon
ana
by using both the
Holt Combine and 'Caterpillar Tractor
THE j 1
TP T? W f 3l
OR
FIFTEEN
TRACTOR
WITH ITS GRIPPING TRACK ACTION AND PROPER GEAR RATIO.
ENABLES PULLING OF THE COMBINE AT THE PROPER SPEED
THROUGH HEAVY STANDS OF FALL SOWN GRAIN, ALSO GRAIN
WHICH IS LODGED.
You are invited to inspect this equip
ment, to consult as on your harvest
problems.
Loggers & Contractors Machinery Company
Portland
315 East Madison
Distributors
Interesting literature will be sent on request.
345 Center
Salem ;.
to both tne
cold pack outpui
Uraot nnrl ia nnHni. tt ntrar tntn lioro And tO nreserVeS ana jama
a great manufacturing unit, de- and jellies and other things, put
CHRYSLER MOTORS PRODUCT
- SATURDAY
yoattetrour
feroritefarfcrr
bop... A bar
est. tbtrt.
t Jumpeo, aimit
thim loat of ilallbc
. . .CowMenblr toMthu
tbi esfcaditan pal aato
eack 4T will BcrmK
jam t iHrt rirMrt.
Oakland Pontiac
Sales and Service
VICK BROS.
High Street at Trade
Oregon Pulp and
Paper Company
Manufacturers of
BOND LEDGER GLASSINE
GREASEPROOF TISSUE
Support Oregon Products
Specify "Salem Made" Paper for Your
Office Stationery
Plymouth exces
in motor car Essentials
CIZI
THE four things to consider
mosuaselectine a motor
carafe: The) body, wherein
you ride; the engine, which
makes the car go; the brakes,
on which your safety depends;
the first cost and the economy
of operation and maintenance,
which affect your pocketbook.
ROOMIEST, STRONGEST,
MOST STYLISH BODIES
Plymouth bodies are full-shu
out-measuring the entire low
priced field in leg-room, elbow
room and head-room. Plymouth
bodies are the strntst to be
found on any automobile at
either a low or a medium price.
Plymouth bodies are fortified
for silence and safety, yet
smartly styled.
SMOOTHEST, QUIBTBST
BNGINB
The Plymouth power plant
follows throughout the basic
principles of Chrysler engineer
ing with Chrysler-like results,
performance that is flekible,
smooth, swift and quiet.
The FuQ-SIe 4-Door Sedan, $69$. Serial tmfmmt extrm
mnd wpwards,. . h.facfry
SUREST, SAFEST BRAKES
The fuU-mt Plymouth b by far
the safest low-priced car on the
road. It it the only low-priced
car with Chrysler weatherproof
four-wheel kjJrtnlic brakes
always equalized.
LOW UPKEEP COST
The Plymouth b America's
lowest-priced full-tbu car.
More dun that its simple, rug
ged and efficient engine benefits
you by a remarkably sparing use
of gasoline and oil.
r 1
CmM, 9&55 ttadsStr (whi rmmiU
mmth f675 2-Dr StJmm, S675,
Tmrmg, 695 Df LmxCr t (vM
rmmUt taf), $695, 4-D-r Sedam,
$695. All rut f. 0. A. faeffj.
Pfymmah dtaUrt extend tie ctrvtni
ence cf tote fajmruU.
iMitiCA'i tow sst. raicto
ruLL-sizs eaa
4 i e
DEALERS:
Fitzgerald Sherwin Auto Co., Bonesteele Motor Co.,
Chemeketa and Liberty 474 S. Commercial
Telephone 1182 Telephone 423
Real
Bargain Prices
on
mm
Balloon Cords
29x4.40 $6.60
30x4.50 7.35
29x4.75 8.80
30x5.00 9-35
31x5.00 9.80
30x5.25 10.90
31x5.23 11.20
32x6.00 13.15
33x6.00 13.55
High Pressure
Cords
30x3 Vi CL Reg $5.40
30x3y2 Os. 5.85
30x3y3 SS 7.90
31x4 SS. (6-ply) 11.00
32x4 SS. (6-ply) 11.65
32x4 SS. (6-ply) 1220
32x4yt 14.30
33x4 Yt 14.85
33x5 19.40
SPRINGFIELD BUILT
TIRE S
THESE Buckeye Tires are buUt of
Kelly quality materials by Kelly
workmen and are designed to give
maximum riding comfort without any
sacrifice of the dependability for whicn
Kelly-built tires are famous. Guaran
teed against imperfections during the
life of the tire.
Never before have you had a chance
to buy bo much mileage for eo little
money. This is a real opportunity to
equip your car economically for a sea
son or more of carefree driving.
You need not lose the mileage re
maining in your present tires; we will
make you a liberal allowance for them
as part payment on your new ones.
Come in and let us show you how
little a pair or a set of new tires will
cost you after figuring the trade-in value
of your old tires.
INVITE US TO YOUR NEXT BLOWOUT
PHONE
"Jim" "Bill"
The Station With a Clock
.- i
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