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THE EUGENE REGISTER-GUARD
1
ANY THEE mmm$mtwi?sv m (ftesftetf wife tHfls
Beware the Mah Dho Tells
voocnnsis a ply
PLIES B
Beads. jjtr
It is NOT A PLY, it is a breaker strip!
The National Better Business Bureau
defines a "ply" as follows
"A ply is one of a number of layers of
rubberized cotton fabric, either cord or
square woven, extending from bead to
bead, and forming the body of the tire."
Four or six plies form the carcass or the
body of the tire. If the fabric does NOT
extend entirely around the tire from
BEAD TO BEAD, IT IS NOT, A PLY.
The illustration points out the difference
between a ply and a breaker strip. It also
points out the "beads."
Certain manufacturers and dealers, jealous of
Ward's commanding position in the tire industry,
have made misleading statements about Ward's
tires. They have published and displayed mis
leading charts they have shown sections of ob
solete tires they compare their "second line" tires
with our "first line" tires and now in advertising
and selling talks, "breaker strips" are being called
"plys." These misleading statements, however,
are cleverly worded and the breaker strip is called
"a ply under the tread." No twisting of words,
however, can turn a BREAKER STRIP into a
PLY. Every tire manufacturer and dealer knows
It, AND WE BELIEVE THE CUSTOMER, TOO,
IS ENTITLED TO KNOW THE FACTS,
Beware the Man Who Says
IMBST Denotes Superiority
Many readers are familiar with the recent Firestone
ads which compare Firestone tires with unidenti
fied mail order tires. Weight has been given prom
inence as one of the items of comparison. Mont
gomery Ward & Co. maintains that weight is
NOT AN INDICATION OF TIRE QUALITY.
We recently purchased five Firestone Oldfield
tires and five Firestone High Speed tires the High
Speed tire is more expensive than the Oldfield.
These tires were carefully weighed by Dr. Ellery H.
Harvey, and the results are shown in the statement
at the right.
In the first place, note that there is a variation of
five ounces between the heaviest and the lightest
Oldfield, and that there is a six-ounce variation
between the heaviest and the lightest Firestone
High Speed. MOST IMPORTANT OF ALL
NOTE THAT THE AVERAGE WEIGHT OF
THE OLDFIELD IS ONE POUND FIVE
OUNCES HEAVIER THAN THE AVERAGE
WEIGHT OF THE HIGH SPEED TIRES. If
weight denotes superiority, why is the cheaper Fire
stone tire heavier than the more expensive Fire
stone tire? Surely this should convince any unbiased
person how ridiculous it is to consider weight an
indication of tire quality. Again we say, WE BE
LIEVE THE CUSTOMER IS ENTITLED TO
KNOW THE FACTS.
MORE EXPENSIVE
ENTIRE ITCV
EXPENSIVE TIKE
fvelcfka More
On June 20, 1931, 1 weighed five Firestone Oldfield
tire on a tested Howe scale. Immediately after on
the same scale I weighed five Firestone four ply High
Speed tires. All ten tires were size 4.50-21. They
weighed aa follows: FirertoM
Oldfidd
17 lbs. 11 ox.
v 17 lbs. So:.
17 lbs. 9 ox.
17 lbs. 6 ox.
17 lbs. 7 ox.
87 lbs. 9 ox.
Avg.wt. per tire 1 7 lbs. 8 or.
Variation between
lightest and heaviest tire 5 ox
Firestone
4-PIy High Speed
16 lbs. 2 ox.
16 lbs. 5 ox.
16 lbs. 1 ox.
16 lbs. 7 ox.
16 lbs. 3 ox.
81 lbs. 2 ox.
" 16 lbs. 3 ox.
Wanl't Laboratory Chief
Subscribed and sworn to before me this twenty-tec
ond day of June, nineteen hundred thirty one. at
chi8'11L atfTUr
Bsc feUI
JE MIMfl mmR IVMs
-" m- -as aaV "siif- WM'TlW'' MavMsar tlmm
So,
The RIVERSIDE Is our first quality tire. It is made
by one of the largest tire companies in the world. It is built to one of
the most stringent sets of specifications in the tire industry. It has
been sold by Ward's for 19 years. Millions are in use today. Riversides
are backed by a guarantee without limit as to time or mileage. Other
famous nationally advertised tires that are equal to Riversides are
much higher priced than Riversides.
The table at the right gives you the sizes for size price comparison.
Having studied the price comparison with other makes, the only
question for you to ask is:"Are Riverside tires really as good as these
other tires with which they are compared?" Well, Montgomery
Ward &. Co. is one of the largest and oldest merchandise institutions
In the world. It is the originator of the "Satisfaction Guaranteed or
Your Money Back" guarantee. It depends for its business not only
on tires but also on some 40,000 other items of merchandise which
It sells to you. Certainly it is reasonable to believe that Ward's is
maintaining the truth in making these statements.
.OJ Li
29x4.4021
30x4.5021
28x4.7519
29x5.0019
30x5.0020
28x5.2518
31x5.2521
29x5.5019
30x5.5020
WARD'S
bivh siots
(4-pyl
$4.95
5.69
6.68
7.00
7.10
7.90
8.55
8.90
9.00
Hr tow
lug Spcod
Ooiyar
All WMthtr
Ooodrkh
fttlvflrtovn
. $7.05
. 7.85
. 8.55
. 9.15
. 9.40
. 10.35
. 11.40
. 12.00
. 12.50
WAJID't
RIVIRSIDiS
Heavy Duty
$7.15
7.48
8.30
8.90
9.10
9.60
10.25
10.95
11.10
FlrMtona
Bom-Olppes
Htflh Sprod
Hesvv butt
Goodyear
Heavy Dirty
Goodrich
Sllrtrtown
(o-Cll
$10.10
. 10.80
. 11.15
. 12.25
. 12.60
. 13.50
. 14.75
. 15.20
. 16.10
WARD'S
Troll Slater
$4.55
5.15
5.95
6.30
Firestone
Goodyear
Pirns ndr
Goodrich
Csnllsr
$4.98
5.69
6.65
6.98
Price or errn
las when bought
In pairs.
FREE MOUNTING SERVICE AT EVERY WARD STORE
1059-71 WILLAMETTE STREET
PHONE 3220
The TRAIL BLAZER Is our second quality tire. It is
equal to any of the "second line" tires offered by well known tire com
panies. As you no doubt know, close to 90 of all newspaper adver
tising of the big tire companies is devoted to their "second line" tires,
and it Is these tires with which Trail Blazers compare. However, Trail
Blazers SELL FOR LESS than other second line tires.
This combination of quality with lowest price which is offered by
Ward's seems to have made some of our competitors very envious, so
they are making and publishing misleading and incorrect statements
about mail order tires. But they do not compare their first quality
tires with, our Riversides and their second quality tires with our Trail
Blazers. They know to do so would immediately indicate how much
lower Ward's tires are priced. So they have cunningly priced their
"second line" tires at exactly our Riverside prices, and they print
comparison tables which are intended to make people believe that
their prices are the same as ours. Well, they are not. The chart at
the left is a true comparison, quality for quality, and price for price.
EUGENE, OREGON