Four
THE HEPPNER HERALD, HEPPNER, OREGON
Tuesday. November 0. 1020.
THE HEPPNER HERALD
AN INDEPENDENT NEWSPAPER
S. A. PATTISOX, Editor and Publisher
Entered at the Heppner, Oregon, Postot'fict? as sf.-coml-claris Matter
Terms of Subscription
One Year $.?.oo
Six Months $1.00
Three Months . $0.50
THE CAUSE OF THE LANDSLIDE
(American Press)
When the Democratic National Committee was organ
ized those in charge wisely called into council an expert on
advertising, Mr. J.ee I Iood, of the Foley Advertising Agen
cy, Philadelphia. Mr. Hood knows advertising from the
ground up. lie knows the value of a proper contact with
the people and above all he knows that to yield 100 per cent
results that contact must be based on frankness, on honesty
of purpose and on a busines integrity. All of this was ex
plained to the Democratic National Committee and the
Democratic National Connnitte agreed to it.
!ut when Mr. Hood got down to work, after he had
spent an interminable amount of thought on the subject of
Democratic advertising, he returned to headquarters to
Jind the cards had been shuffled and to meet a situation as
absurd as it was suicidal.
Country publishers, particularly those conducting Dem
ocratic newspapers, have wondered why in this national
campaign there was no Democratic advertising. Let it be
.stated here that the failure to advertise, was due to a failure
by the national committee to sense the power and influence
of the country newspapers as insisted upon by Mr. Hood.
Months ago the Foley agency, under the guidance of
Mr. Hood, prepared an advertising campaign for the Dem
ocratic National Committee which embraced an expendi
ture of $75o,oK). The country newspapers were largely
(represented. They were to receive a very large share of
this appropriation. Mr. 1 Ijood knew that a majority of the
voting population is found in the countrv. He knew that
the intricacies of campaign issues should be frajnkly set
forth to the people of the country, and he fought for his ad
vertising plan in the face of the hardest possible opposition.
The army of old time political space gratters was on the
job. There was money for free publicity, money for men
to write the stuff, money for the printing of the stuff, mon
ey to send it out in all possible forms, money for overhead,
but nut a cent for country newspapers. M.rllood fought
until he saw it was useless to fight longer, and then he (put
and went back to Philadelphia. Following this a limited
amount of advertising was prepared by the national com
mute, but it was confined to the cities, the country being
completely ignored.
These tacts are put before the publishers of the country
in considering the national campaign of mjjo from the an
gle of advertising, not from the angle of pxlitics, with
which "The American Press" has no concern. There may
be some publishers of Democratic newspapers who in the
light of results will see this at a glance. 'I he situation has
been regretable in the extreme, but it is the fact that must
lie considered. "The American Press" did not shape the
advertising policy of the Nation il Democratic Committee
any more than it wmtc the answers of I larding and Cox to
the questions put before these candidates for the benefit of
countrv publishers. "The American Press" backed up the
Foley advertising plan to the limit, nor was it the only in-
Fueuce brought to hear to make the Democratic Natnnia
Committee see the light as shown by .Mr. I Iood. I he plain
I act is that the war costers of free publicity got into the
Middle and they rode the donkey off the dill.
Mr. I loud, the Foley agency, "The American Press,"
and all the forces combined could not make the Democrat
ic .National voinnuttee see the wisdom ot advertising in
country newspapers. Had the committee shown good
judgement Democratic ad el tiseitu nt s w ould have a
pcaicd hi every country newspaper limn coast to toast.
Democratic. Independent and li publican alike. As a fact,
cwn ibe Republic. nis were unite short sighted. The idea
of coiihiuug political adcrtKitig to the newspapers of the
. . 1 ... 1 1 .. .: 1 . : .. .-. 1. i
I". 1 1 1 iiiii 11 in .o'Miiti ,u m .1 11 11,11 11 ii 01 ine 1 11 -1 pi 1 nc 1 pics,
. . t. : 1 . : . 1 . . t i . '11 i
on 11 1 10 -ici, extension 1 1 1 i lie 111.11 m 1. 1 ne principles
of iii' 1 1 b, ndi -ing a i i ! to si llnig coin id ion - ;: much a-
saicU razors
that the
paper. That was the reason underlying the presentation of
certain questions to Governor Cox and Senator Harding.
There are a few publishers who have been disposed to
think "The American Press" has linked itself with politics.
F'ar from it. When the incoming administration shall have
taken up the reins of government the closest possible watch
will be kept on it to see how far performance squares with
promise, and criticism will be measured out without fear or
favor if there be a departure from principles that link the
public service with helpfulness to America's great educa
tional force the press.
Some Democratic publishers felt disappointment as the
method of conducting the Democratic campaign unfolded
itself. They had good reason for disappointment, but it
was not because every reasonable effort was not made to
convince those in charge of Democratic affairs to see the
light. What a wondrful thing it would have been had "The
American Press" been permitted to be the medium through
which two candidates for the presidency instead of one ex
pressed a joint belief that the press of America should be
fostered and strengthened, that the people would be the
gainers by the use of the commodity of advertising in the
functioning of government, that the nation would be the
stronger for a closer contact between the people and the
people's government. The effort was made to get such a
joint expression. The response readers of this newspaper
know. There was nothing partisan in its presentation, on
ly regret that the scale was tilted by the publication of
these facts.
Four years must elapse before the question of advertis
ing can again come up before the national committees. In
that time perhaps the publishers of all country newspapers
will have given to this subject deeper thought and will see
that loose talk about campaign corruption funds is simply
inconsequential twaddle, that their highest duty in the pub
lic interest is to see to it that comprehensive Advertising
campaigns are conducted by both parties, that there should
be no condemnation for the expenditure of money, no mat
toer how much, to enlighten the American people and that
the most important issue before the American publishers
will be then, as it is now the attitude of candidates toward
the questions upon which the mtmence and power ot Amer
ican newspapers depend.
We must have prosperous, well informed and intelh
ent teachers if the pupils arc to reflect a) proper Ameri-
1 1 1 . V i 1 f .1..
canism. mc newspaper puimsners are me teacaers ol me
nation. They can never function properly if they have not
the necessary time and freedom from worry to think.
in-
o in the m
( l 1 1.1:1 -e tin
lollg I I (il bug ll,
but llie 1 ..-, p.ilh.
.1 in.-.- -n: e .is a :
pl.;,i
I lu
poll! H -1 .il 1 - e been -
.nieth.it ibev cannot sccatnlhi'i
nil leg. ud political ad ct ti-iug 111
lor p.i'its Midcc and hcit itc I
w I..
ling ol
l,n l 1
-.1 1 1 if
Tliex
1 1 w .11 d
p 111 oiiur lli. in p.ipds ol thru own l.tiih lor tear
.iccu-cil ol lecihng the I'oikdoook ol the clie
nt. . Ihii loobdi and destructive thought k.a been encour
aged ! )ealotisi,- existing m the minds of many unlhink
ing pubh-dici v Political ;uh ci Using is not a matter ol po
blic.il v.p. It is a vital Imce to be ucd lor the promulg.i
Hon ot what nuv be Considered bv diltcicnt nun As the best
Joint ot government. The countrv would be benclittc
were cidi p.nty to spend Ss.khmxo in advertising in the
. .' . . . I..-IS-I it -
in w j 'lj i t s oi opposiu- puimc.u i.iuii a wen an a like
:itii.nnt in the papers that MippuUed their ticket. Nothing
mote mails toudics the heart of the ti.it ion' welfare than
an cnl v.h:ciic d public, and up to date 110 method of enlight
mug the public has been found outside ot the column o
llc ne w j .1 pi t s.
1 1 1 ..1 . 1 1 . ,
il-, wiiii it 1 1. .no 01 iiieaiiing tin- newspaper
I'l"1 1 " U..IM- who a'e .uwavs nisi t.i vontciid that
111 w pap. 1 making is n.,tc t..t! ,, it.,.!, , that t!,,- p,,,v
itii c 1 I t' i- pnblisbi r ot t vi 11 1h in t th.-i-.j,;!-; m;it ti.'t b
d inakir.g tnoiicv. but pubi c setvne. o-.iht mv mi tin
010.nl U atlut lit of po iitlf.ll aimtllMllg tl
l.ibtv lot public sitviic. the u,ot
l c gtcate! p..s..
nnpdl-.tig dctn.11
Star Thea
Ire
ft --. .
I h -
s, "'M ?
V ' V t Vl All '
M"1 A'
LLOYD (HAM) HAMILTON
m'A TWILIGHT BABY"
' i i
wfdm:si)AY, xov. 10
A V.cbellioiis Wife mi.l
A Determined Husband
Love, Honor
and ?
Feat-.n iiiK Stuart Holmes
and Kllen Cassidy
THl'IiSDAY, XOV. 11
A Twilight
Baby
A Henry Iehrman Oniedy
Henry Lehrman's comod
treatise on why boys leaa
home, why girls sl.ay Home,
and how to make the world
safe for chickens (poultry).
The Comedy Distinctive
Nothing Like It Ever Shown
Before
F1UDAY, XOV. 12
"FIRES OP FAITH"
With Catherine Calvert, Eugene O'Brien and
Ruby de Remer
Showing Commander Evangeline Booth in Authentic Scenes of
Salvation Army Activities. A love story of the most popular ser
vice organization of the Great War.
Also Two-Reel Comedy
Star Theatre
JENNY LIND'S BROTHER
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in, .
11 -TX..
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V
I. Illlo of tin' clnry nf tils fiiinipii"
Hlll-r, J. Mill) Mini, llll OOIIIH to till'
llfi- of Clin (iiwnm- WIIIh.Iiii I.lnd.
iHTliiliini'iil of n r.r.M.klyn. N. Y..
nl'iirtiiii nl liinii, ll(. kiivh lie never
i'en Ms nUti-r, vln left Ilium' lie-
fun1 In" n Imrn. He w.m twenty-
nine j.-iim jiiiilcit IIiiiii llie urent n
I'liiiin. mi. I wim li.irn In Isr.l, tin. joht
.f lier I1rt (tn-nt iiri's. He eiiiiie
to this i-.MiMiry wiu-ii n j nui'4 num.
AMoretlatlon In Canada.
Tle l.i'i.l'.-.. f..v.-ri'i!ii-iit (il.ifr In
flnlit t-i .l ir .ni.e tr.is f..r ev
il y one rut iI.hiii. taxi lin lit (.is-ni'iit
i l,ilr..'l:nie i.ii I r. ! ' . i m f..r.t iiren
nl:-'!e it ll'e ;itne llhie It ( I'lirnlinii:
li e pi ll lite fon ! I'l-otei tl.m, 'I'luv.
iniHi.ui Mtie mi. I .riire tri'i Imvr
l-e ii t-'iiiit' il !i' V'.ir nit. I i-ii'ii no-i-liiil.'i.s
of tiiiiileriniii ii.iiii.-.l for
llllit.er ile i l...l:i-l t.
hett
H idachrt.
Yin ilon't miffer frmn trint
rnornlnl henilm-he liny inore.-'
"I otrt wiy llmt." rejolne.1 I'ncU
till! Holt Mop. "Tlie h.-mlm-be come
ruiiml Jut th Mine; only yuu (rt It
from INti-nliitf to Jnti tmnj."
Wnly BdUft.
I b'llt la working, tot weeptnfS
to NhhiIhj do kniKkltic, ind Is tb
pleiirti at mt JoIk Mlet thai
inrnt (ell lt h g,rt afier, that
nn ilet-. ..r to-t worth !
ile t ion to tow, n. Mint no man II
too a ami out nr.nl b hia Imt fHS
Id hiit.wf - t :i" tl.it.i.r,
lii: mu:
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r. -tut. I . ti I ru)ui! if
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iiii.iiiin i i ii.-n in mi- ii.ii 1 1 'i i i imir ii'.i uis n a
th's i'll Ii ll"ll l!'. it has I, , (111, ".Mk .itl. tl tit J. i. Hit nut t!u
itn!ij'i:i.i!.K' (,ul t!t it ti...ttiv ol tlw n.ili..ii i itn!e
ttiut.41 !n.k. with ), -t.jtH y I tiu Ci lllitfJ licw
li'lt IM l.i.l. Al rondl
l, on rt'.- ll'ii C I'l ji oirn
A 1 1 Ii a 1 1 ufi. C J A K I NliT
I.. l.M.r anj l.ii.-' TVilorma
She Keeps Faith Willi Yen-
Will You Keep
Faith
With
Her?
Quietly, but effectively, the Greatest Mother in World is
toiling and drudging for you and yours.
She has not forgotten the crippled, blinded remnants of the
war in army and navy hospitals. To the victims of disas
ter in war she still brings blessed relief.
She does more. She takes to her arms the victims of dis
aster in peace, the victims of floods.fires, tornadoes and
other catastrophes. Over 30,000 such unfortunates were
shielded and sheltered by her this year.
In preventing diseases through education, in saving lives
through careful nursing and by teaching first aid in acci
dents the Greatest Mother in the World your RED
CROSS is keeping faith with you; keeping faith not only
in your own country aye, in your own vicinity but also
in devasted foreign lands.
Will you keep faith with her? The good she has done in
the past has been possible entirely through the help of your
membership. Will you continue to sustain her as she con
tinues to sustain you? Then join the Red Cross or renew
your membership. Send your application on the enroll
ment blank below to your nearest Red Cross Chapter.
Tear off and send to your nearest Red Cross Chapter
RED CROS
FOURTH
ROLL CALL
November 11-25, 1920
H. A. DUNCAN, Chairman
Tear off nd tend to your nearest R. C. Chapter
s
ENROLLMENT BLANK
THE AMERICAN RED CROSS
In ri-spniisc to wnsr appeal ir mcnihcrs
to carry on the humanitarian work of the
KI'.I) CROSS I enclose my mctnlnTship
fee of $ and dire to Lo enrolled
a member for
MORROW COUNTY CHAPTER,
Heppner, Oregon
Name
Aildro
Mcmbcrittip F Aaut, $1; CoBtributiaf, $5; Suitaininc, $10; lift, $r, Patron, $100
1