PAGE TWO
ABHLAND DAILY TIDINGS
4 S hl a 11 d D a i 1 y T i (1 i 11 g S they
i i stab
ctuhikhwj
in 1 8 7 6 )
(E
lish ed in
rec®ive them, remove the name of the
firm
th er ad
v ertisin g annenrina
firm and
and all
all o other
advertising
appearing
thereon, destroying their advertising val-
P u b lish ed E very E ven in g E xcept Sunday by
| ue. The same results attain with money
THE ASHLAND PRINTING CO
---------------------------— expended for advertising in time tables
Bert R. Greer ............................... Editoi and other useless channels.
OFFICIAL C1TV PAPER Telephone 39 The practice of advertising along scatter
gun methods not only is more expensive
E n te re d a t th e A sh la n d O regon, P o sto ffic e a s
than if advertising were confined strictly
S econd C lass M ail M a tte r.
to the newspaper, but brings less results.
Subscription P rice, D elivered in City
There is another important point entering
O ne M c n th ......... ................................................. $ .6i
the question.: If all the money expended
T h re e M o n th s ................................................
1.95
Six M o n th s ............................................................ 3.75
by the retail firms of any town for adver­
O ne Y e a r ................................................................
7.50
tising went to the local newspaper the
B y M ail and Rural R outes:
publishers would transact a volume of
O ne M onth ........................................................... $ .65
business that would justify greatly improv­
T h re e M o n th s ......................................................
1.95
ed papers.
Six M o n th s ........ w................................................... 3.50
O ne Y e a r ................................................................ 6.50
Think it over, Mr. Merchant. Consider
the question strictly from a business stand­
DISPLAY ADVERTISING RATES:
point. If you do you can not help but
S in g le In se rtio n , p e r in c h ......................................30
Y early C ontracts:
realize that concentrating your advertis­
O ne In se rtio n a w eek ....................................... $ .2 7 % ing in the local newspaper will be cheaper
T w o in s e rtio n s a w eek ...........................................25
not only for you, hut will bring better
D ally In se rtio n ...............................................................20
results, and in addition will permit your
R ates F o r L egal and M iscellaneous A d vertisin g
paper to improve and grow in circulation
F i r s t In se rtio n , p e r 8 p o in t lin e ................... $ .10
and influence, which it can not do when
E a c h s u b s e q u e n t in s e rtio n , 8 p o in t l i n e .......... 05
it receives only about one-fifth of your ad-
C a rd o f T h a n k s ................................................. 1.00
O b itu a rie s , p e r lin e .................................................. 0 2 %
V C ltis illg b u s in e s s .
WHAT CONSTITUES ADVERTISING
YOUTH AND MATURITY?
The question whether youth is to be pre­
ferred to a more mature period of life has
furnished food for controversy from the
DONATIONS:
earliest times, and fortunately we are no
d o n a tio n s to c h a ritie s o r o th e rw is e w ill be
in a d v e rtis in g , o r jo b p r in tin g — o u r c o n trib u ­ nearer a tinal answer today than we were
when Cicero glorified old age. For this is
w ill be in c a sh .
one of the few questions in which the im-
i possibility oi a definite solution need not
AUGUST 15
____
I deprive the parties to the controversy of
“ A ll f u tu r e e v e n ts, w h e re a n a d m issio n c h a rg e is
m a d e o r a collectio n ta k e n is A d v e rtis in g .
No d isc o u n t
w ill be a llo w e d R e lig io u s o r
B e n e v o len t o rd e rs.
No
m ad e
tio n s
T H E IN F IN IT E
« ► su ic id e
¡“Daily z News Letter 4 *
ST.
LO U IS,
A ug.
15.—
T h ro u g h th e h a lfw a y le a d in g to
th e n a tu r a liz a tio n office in th e
F e d e ra l B u ild in g h e re one h e a rs
jo y , com edy a n d so rro w m in g led
in one of th e “ m in ia tu re m e ltin g
p o ts ” of th e n a tio n .
Thocfe given th e r ig h t to be­
com e fre e A m e ric an c itiz e n s ta k e
th e e x a m in e r’s c e c:sio n w ith a n
e c sta tic s h o u t of jo y , w h ile th o se
d e n ie d th is r ig h t ta k e th e d e n ia l
a s a d isg ra c e , a n d m an y h a v e
w ep t b itte r ly b e fo re A. J . S ta c k ,
c h ie f n a tu r a liz a tio n e x a m in e r.
“ T h e a v e ra g e A m e ric an d o e s n ’t
re a liz e th e in te n s e e a rn e s tn e s s of
m oat of th e a p p lic a n ts fo r c iti­
z e n sh ip ,” S ta c k d e c la re d in com ­
m e n tin g on th e s e rio u s m a n n e r
in w hich fo re ig n e rs re g a rd th is
s te p in th e ir lives. “ T h e w ould-
be c itiz e n s look upon th is c h o o s­
in g o f a new c o u n try a s a t r e ­
m en d o u sly so lem n m a tte r , a s o rt
of re -b irth .
“ If th e ir a p p lic a tio n » a re r e ­
fu se d , o r a c tio n is p o stp o n e d ,
th e y th in k th e y a re d isg ra c e d an d
a lm o s t in v a ria b ly w eep. “ W h a t
w ill m y c h ild re n sa y — w h a t w ill
m y frie n d s sa y — th a t I c a n n o t be­
com e an A m e ric a n ? ” th e y ask.
S ta ck te lls of a n I ta lia n w ho
w hen h is case w as p o stp o n e d fo r
a c tio n a p p e a re d c re s tfa lle n to th e
p o in t o f b e in g b ro k e n -h e a rte d .
“ H e w as th e m o st d o w n h e a rte d
m an I e v e r s a w ,” S ta ck sa id . “ A
few d a y s la t e r I w as to ld h e w as
in th e C ity H o sp ita l.
H e had
c u t h is th r o a t in a n a tte m p t a t
b ecau se he th o u g h t th e !
c o n tin u a n c e w as a c o m p le te .r e ­
je c tio n of h is a p p lic a tio n fo r c iti­
z e n sh ip .
H e re c o v e red ra p id ly
a f te r I to ld him he w ouid soon
becom e an A m e ric a n .”
T he e x a m in e r’s d a ily life, how ­
e v er, is n o t com posed e n tire ly of
so rro w fu l s ig h ts . A m u sin g in c i­
d e n ts a n d le tte r s k eep th e sim le
on h is c o u n te n a n c e .
T he o th e r
d ay he receiv ed th e fo llo w in g
fro m a n a p p lic a n t:
“ Now sir, w ith O ra te H o n o r to
you i te ll you th a t it is a G ra te
A p u rtu n ity to g it to be a C ityo-
syn o f th e G ra te H om e of th e
B rav es. In th e y e a r 1918 i o ffe rt
to go w ith th e boys of th e R ed,
W h ite a n d B lue to fite b u t no
th e y w ould n o t le t m e go b ecau se
i am n o t a B rav e. My F rin d i
w a n t to be a b r o th e r of you an
A m e ric an .
i am
one a t h a rt
n o w .”
S ta ck te lls one of a m odest H u n ­
g a ria n w ho h a s been a p p ly in g fo r
c itiz e n sh ip sin ce 1916 a n d say s
he w a n ts h is p a p e rs to p a ir w ith
h is b e a u ty so he can g e t a w ife.
h e r r e tu r n to th e F irs t N a tio n a l
fold. O ne of h e r e a rly F ir s t N a­
tio n a l c h a ra c te riz a tio n s , h e r p a rt
in M a rsh a ll N e ila n ’s “ T he R iv e r s
E n d ,” w on Miss N ovak a la rg e
follow in g. A fte r th a t sh e s ta r r e
in v a rio u s p ro d u c tio n s. H er last
p ic tu re fo r Mr. B e n n e tt w as “ T he
L u lla b y .”
O th e rs in th e c a st fo r th e
T o u rn e u r film in clu d e E a rle W il­
lia m s, fo r tw elv e y e a rs a V ita-
g ra p h s ta r a n d B e n n ie A lex an d ­
e r, w hose r e c e n t a p p e a ra n c e in
“ P e n ro d a n d S a m ,” w on him a
p lace in m ovie s ta rd o m .
A c tu a l “ s h o o tin g ” w ill be s t a r t ­
ed in th e v ery n e a r fu tu re .
B en d — D eachutes
c o u n ty
to
v o te $130,000 bonds fo r com ple­
tio n of s ta te h ighw ay.
Bob C ra w fo rd , O. L. C onw ay
a n d J . P e a c h , th re e P o r tla n d
yo u n g m en w ho a r e m a k in g a
su m m e r v a c a tio n to u r, sto p p ed
y e ste rd a y in A sh lan d .
for health
JOSEPHINE PLANS
I
MINERAL EXHIBIT)
GRAN TS
PA SS,
A ug. 14.—
W ith p la n s fo rm u la te d fo r one o f,
th e b e st m in e ra l e x h ib its e v e r d is­
played in S o u th e rn O regon, F ra n k
S o u th h a s s ta r te d w ork on th e
co llectio n of o res fo r th e J o s e ­
p h in e C o u n ty fa ir n e x t m o n th . I t '
I
is d e sire d th a t an u n u s u a lly line
e x h ib it of o re s m ade, s ta te s Mr.
S o u th , a s it is hoped th a t th e
o w n e rs w ill p e rm it th e ir u se fo r
a p e rm a n e n t d isp lay . T h is w ould
allo w to u ris ts an d o th e r v isito rs!
to see th e m in e ra l re so u rc e s of
th e c o u n try a n d w ould s tim u la te
th e m in in g in d u stry , he says.
Mr. S o u th h a s div id ed th e c o u n ­
ty in to u n its an d h as placed a
n u m b e r of m in in g m en in each
u n it in c h a rg e of a d isp la y from
th a t se ctio n , th e s e to be incor-
p o ra tio n e d in to th e la rg e sh ow ing
a t th e fa ir.
U m pqua p e a rs b rin g
ton a t S alem .
RUISES
Alternate applications of hot
and cold cloths—then apply
O v e r / 7 Million Jar» U tod Yearly
$40 p e r
w ith m ilk or cream
is a complete food/
Crisp, sweet and
JA N E NOVAK T A K E S LEA D
" A lth o u g h I am th e h a n d s o m ­
IN “JEALOUS FOOLS"
e s t m an th a t e v e r 'c a m e o u t of
H u n g a ry ,” said m o d est A lb e rt
SAN FR A N C ISC O , A ug. 15.— _
B ru d e r, “ th e w om en h e re call m e J a n e N ovak w ill play th e fe m in ­
a big b o h u n k .
I w a n t citizen ine lead in M aurice T o u rn e u r s 1
p a p e rs so I can g e t a w ife .”
“ J e a lo u s F o o ls ” to he pro d u ced
A nd th e s e a re b u t a
th e cases of h u m a n jo y ,
a n d so rro w t h a t p ass in
of th e e x a m in e r’s o ffice
few of
com edy
and out
d aily .
by M. C. L evee a t th e U nited S tu ­
dios.
C o n tra c ts w ere signed y e s te r ­
d ay by Mr. L evee a n d C h e s te r
B e n n e tt, w ho h a s Miss N ovak u n ­
S u rv e y fo r
T h e D alles-C ali- j d e r a long te rm e ta r rin g c o n tra c t
fo rn ia h ig h w a y s o u th o f B end be­ fo r h is ow n p ro d u c tio n .
tw een L av a B u tte a n d P a u lia n
T he
p o rtra y a l
in
“ J e a lo u s i
p r a ir ie co m p leted .
F o o ls ” by M iss N ovak w ill m a rk I
P R O T E C T O R :— If I ta k e th e • a , , y f , , n -
I As a theme to inspire poets, youth has
p a r ts of th e s e a ; even th e re sh a ll th y han d lead a shade the better of it over old age. The
m e, a n d th y rig h t h a n d s h a ll hold m e.— Psalm writers who laud the pleasures of the de-
139:9’10-
(dining years of life seem to be somewhat on
the defensive as it they were rescuing old
CONCENTRATING IN ADVERTISING age trom becoming considered a necessary
How many business firms give atten-, although mild affliction. While those
tion to the important matter of eoneentrat-1,,
‘Une On tlle' r ly ,e 4° y outh’ sing.w ith
• • - -
—
i the assurance of one who scents victory
ing in their advertising? Experience leads in the air. They tell us that for youth life
the writer to believe that those who do
is still in the malting and that youth is
are in a small minority. Concentration is ) free
?e.
a matter of utmost importance in the ad-!
vertising program, and consequent sue-' It is this last note on which a recent
cess of any firm. The majority of bnsi-1 writer on the subject seizes in an effort to
ness men are liberal in their advertising appraise the alleged freedom of youth,
programs hut they fail t6 accomplish that loath, he says, is a “ time when one did
which they desire for the simple reason what one didn’t want to. One was help­
that their efforts are scattered in so many less much as in the army—one drifted
directions ami through so many channels. through the years with bewilderment.***
It is admitted that there are various forms often in a state oi apprehension as to what
of advertising that bring results, hut if " as S°*ng to happen next. It is the time
success is attained it is always through y 'len
horn holt and nut manufaeturer
concentrating the advertising in one, or ‘s °hhged io study English poetry, when
not more than two channels.
the inspired painter or musician is com-
Mauy merchants and business men have pel led to master Conic Sections. It is a
erroneously acquired the belief that sue- Per*°d of introspective morbidity, of cal-
eessful advertising consists in spending 'ow rehgious hysteria, of agonizing shy-
money for publicity in a score of different) ness-
channels. Their plans call for advertising The most delightful thing about this
in the columns of their local newspapers,! whole controversy is that anything that
through circular letters and posters, on m ay be said on the subject is so tinged
billboards, in show programs, in road with personal feeling and reflects so much
maps, on hotel directories, in the picture the individuals own experience that whai
show, and in a dozen other different med­ may be true of him may still be wholly un
iums, with the result that the amount spent true in the case of another individual. Manj
for each is so insignificent that they do j grownups, looking today at youth aboui
not obtain value received through any of them wil I wonder where anyone ever get
them. The same amount of money ex the idea that these young people were af
pended through many . channels
coneentrat- dieted with “ agonizing shyness.” An<
-------- --------------
ed in one or two of the recognized leading 0,10 may conceivably find many old peoph
channels of publicity would not only sim- who will readily admit that if anything
plifv the work of advertising but would das got hold of youth about them it if
he a volume of sufficient force that results ¡not “ callow religious hysteria.”
would he certain.
h ortunately this theme will continue t<
The newspaper is recognized as the most invite writers and speakers of all sorts
valuable of all advertising mediums,
for We shall learn ......
more
an H dmore
---........
VUUV1U
UUUl Ul about oh
the reason that it provides a regular source a£e a»d youth; but unless the future is ik
of publicity and for the further fact that to he interpreted by the past every indivk
it reaches a larger number of people than ual will gather his final solution to thi
• any
» Z
X I ♦
I » zx /it
1 > . . w
-k .si
.. ~
.A a 1 less PlIlT
ZAO 4 l/x»» from 1 his
- - own
_ personal » experience
of
the
other
mediums,
and 1 at
question
cost. The results obtained by the larger We shall learn more and more about oi
and more successful retails firms of the Woodrow Wilson and William H. Tafi
country hear out the foregoing statement. Wilson is a physical wreck, while Taft i
It is only simple reasoning to realize still in the pink ot condition. Many ar
that
it all the funds appropriated annually °t Hie opinion that the latter never lo:
I —
. 1 I
II
/• » /»
___ 1
«
by the smaller retail firms were concen­ any sleep over the arduous duties of th
trated in the columns of the local news­ presidential position.
paper the volume would he such as to as­
sure good returns. \\ ith a firm’s money Some months ago Dame Fashion d
expended in many channels the result at­ creed red shoes with hose to match. T1
tained is like that of a scatter gun. With edict was a little slow in reaching the r
all the funds provided in the budget
ex- mote sections of the country but.the order
—
pended through a single channel the re-¡being observed with the same enthusias
suit is like that of a high powered rifle that it met in the larger centers. Dam
that concentrates all its mightlv force in Fashion only desired to unload an add
a shot that ' gets results
tional ten million
------OUVU pairs
O VII of
IJ shoes on th
Merchants and others firms are also ex-¡gullible public before the end of 1923, an
pending a lot of money for advertising that she will succeed is attested by tl
service when there is no need of it. The rapidity which women and girls take u
wide awake paper ot today is provided with each fashion, no matter what the cos
the best advertising service the country Elack, brown and suede shotjs, worth mi
affords and places it at the disposal of hons, will go into the discard to satisf
advertisers free of charge.
fashion’s decrees. “ On with the dance!
One of the greatest leaks in the ad­
vertising budget of the retail merchant is Now that the attorney general has d
the calendar habit. Calendar advertising
------- o flared September 20th as the opening da
is comparatively a recent thing, yet it grew ¡of the deer season, it will now he in ordi
hv leaps and hounds and today absorbs'for the slaughter of Oregon deer hunter
millions of dollars of advertising money The open season on hunters begins on tl
and gives comparatively little in return, same date as the open season on deer.
If any merchant questions this all he has
--------------------
to do is to visit the. homes into which his The individual who bangs away at evei
calendars have gone and note that for each moving object while deer hunting is m
hundred distributed not more than one a sportsman—he s.imply a fool with tl
bears the name of the donor. People like strongest kind of an adjective preceedin
them for the pretty * pictures and as soon as i it.
w in g s of th e m o rn in g , a n d dw ell ¡n th e u tte rm o s t
wbat is your
car worth lodi
r C a ^ m p a n y i n g ch art tells a g rap h ic sto ry of th e m oney value in p e r­
fected lubrication. T h e th ird colum n show s the value th a t m ay be ex­
pected a fte r five years of p erfected lubrication. You m ay not plan to keep
y o u r car five years, b u t its value w ill alw ays be relativ ely h ig h er if you
follow the th ree im p o rta n t step s in secu rin g p erfected lu b ricatio n :
|
Clean the crank case
• • thoroughly every 500
to 1,000 miles and when
changing from one brand
o f motor oil to another.
O
Lubricate with cor-
**• rect grade of Cycol
— the perfected motor oil,
as shown on the Cycol
Recommendation Chart.
free from d estru ctiv e “su lp h o ” com pounds. I t is
H exeon process w hich rem oves these im p u rities,
eak down nor th in o u t rap id ly u n d er engine heat,
il lu b ricatin g film betw een m oving p arts and keeps
■ i t ex ten d th e life and value o f y o u r car, too.
A SSO C IA TED O IL COMPANY
Executive Offices, 79 New Montgomery St., San Francisco
She Perfected Motor Oil
free from destructive
sulpho” compounds
M
»
Five and three-tenths years — this is the actual life of
the average automobile, as shown by national figures.
Seven years and more — this is the potential life — as
estimated by authorities. The difference of one and
■even-tenths years (or one-third the car’s life) is the dif­
ference between faulty lubrication and perfected lub­
rication.