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V " JMEDFORD MSIE TRTBUNK METTrOUU OHKOOK, TIIUUSOAV, MAY 20. 10tn
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' OF ADVERTISING SAYS TOBACCONIST
Ri J. HeyiwWs, Says Ttiey Arc the
Rtffht Mediums te Reach the Peo
ple With a Gwd Article Mantifnc
tww of Prince Albert and Camels
a Firm Reliever In Power of Press.
PITHY VIEWS OF A BIG
NEWSPAPER ADVERTISER
Kxtniuls from tlio interview
villi Mr. II. .1. Reyneld:
"Newspapers nrqJimptc'-tion-nbly
tlu Ktuiiriiu deform of nd
erttsiiijf," "Newspapers are Kood ndver
tiiiiR mediums nrtbis company
would liavo found ikout before
it began invctinjr hnudrcdH of
Ihmwinds f dollar iu their
lolnmnn annually."
"A manufacturer who has a
jond product mid will loll the
truth iibout it in the daily news
papers will mnko an utHpiulificd
Mteeesn."
"It would he hard to depreci
ate the value of the newpnor
art nu nilVcrlKiiijr medium."
From boyhood days, a n tobneco
factory laborer to president tuid ac
tive director of. otic of the world's
largest tobacco iiidiixtries, tells the
jBHpflhot hfc story of Richard J. Rey
nolds of Wiiiston-SalciH, N. C
Xfr. Reynold believe in advert!
iiijlt. Hu reinvest between U and 3
per cent of his annual Kale, in ad
vgrtNing. When yon know that in
1U14 the I?. J. Reynolds Tobacco com.
pany's output amounted to many mil
lions of poimdp of lobneco it isn't
difficult to understand junt what 2
or 'J pi'r cent in advertising means in
dollars and cent. The Reynolds nd
vertW.iHp account i.s anion; the heav
iest ever known.
In 1804 Mr. .Reynolds find realised
that, properly applied and backed by
tobaeco werth all he asked for it, ad
yertisins wan profitable. lie invent
ed $4tM that year and saw his busi
ness rtow over 200,000 ixmnds. Next
year-be spent five tiinttf as much
and his business doubled.
Wncoiw lU-llof In Qiwlltjr
From that period to the present the
Iti J. Reynold Tobaeco company hns
(urged forward with sincere belief in
the quality of its brand and firm
confidence, in marketing them with in
lellirwilly conceived and applied
BewtwjHJr and mnpuinc advertising.
The tory of Richard J. Reynold'
career in of real interest to every mini
ia btHiiucs, because, humble as wuh
ilH beginning, it proves what ambition
and Jiinrcrity and a fine realization of
Mpiaro dealing can produeo iu suc
cess. Principle that covemed MY.
Reynolds' work from the very start
, are the foundation of the present
CHitrraourt business.
Mr. Reynold was ono of the first
men to free the iwsMbilitic of the cul
ture and manufacture, of tobacco in
the world-renowned Piedmont region,
nnd not lacking iu courage mid hold
nes, risked everything he hud to try
it out. The venture has not only
blcflftctl perHonnlly iho labor of his
own hands, hut likewise the labor of
thousands and thousand who depend
entirely upon the culture or innnii.
fetnrc,of tobacco for their livelihood.
Development of the Industry
Tobaeco, as an industry, lacked nil
sjtam when Mr. Reynolds entered
the business years ngo. The grower
wju subject to lawn of greed nnd
rhnpciV w hieh means ho wok paid for
tpo tobacco he. f,rrow nv price spcci;
hitors chose Io fix. With the devel
opmeiib of miiiiiifncturiui' enmu real
cwttpclitlcm for (he leaf, which in
tuiM developed splendid warehouses
for its proper liundlin;.'. ThU pro.
dueed u hysjeni of wciuhinj; and umd-
: ing that completely uprooted pine
liecH of the Kpeciilator and gave nil
nil equal chaiiee.
Mj. IteynuhlH is n modest, imas
SH!'Hi?nian.ofuuusuiiJ w. with in.
rirfjAignbhi ciioikv' nud independent
will. Among (i tliu uiuiiy thousand
of nmpjovo in. the grout rnvtonet ut
WihNtiui-Kalem, iheio is no one inoic
iipproiu'Iinbc, more democratic iu
clarc)cr, than tlut.ftiuuder.iud pic.
iimt, who .'ujclie. with I he i'lopt
fcCj;4i'iv tuid direetn with- exlicuui
foiwlg.ht iery phase of hm iiuuu'iine
WIW4ICI4S.
Mr, Reynold talks n inte i"'-" '
m jwlw the htrv of hi Ii-mJi-
, mumit. ''1 Rtnili'd my enreor iu
mK mu) HKiliiifarluring tolmrco
wfti vjiKn liov'jNiihl (lie fouudri,
. mt shnttril In the viitcr in the lilv
IHMilfHtfv h1ldi!iy III Will.toi.HllltlM
ifmt f ftn upo. 'Wvi.iif my time
Wrf h liir'o fiwlnry, M
titmiAH ' H I H I w,ih promo() to wh
0mmitM'tf tM-i lnvlory Id (In;..,
Aj&LjAJtoju hMLtM ujJl nut faut
hmammmmmmtmmmimmmmmmmmmmmmm
It. J. ItKVVOT.nS
I'ouiulcr and Piildeut if (lie It.
tto noltls Tnluireo d.
J.
months in the year, nnd the other
eight months I was engaged as n to
bacco saleMimn.
Only to Make a ftdr Profit
"The principles that governed by
work from the beginning nre the foun
dation of this business. In the early
day.s home of the Imivs on the road
had an idea that the ones who could
lie, the bigge-t were the bet salesmen.
Xenfly all of these fellows were glib
talkers; nud their influence was not
the, best for ti boy. My father, real
iiiug this, told me the day that 1
started out to sell tobaeco that a man
who would like for n dollar would
steal a dollar, nil vising me always,
under all conditions, to tell the truth
about the tobacco I was selling and
never nk n price that would yield
more than n fair profit.
Xcw!iflixTS the Stamford
"Newspapers and magazines hnve
constituted the bncklmno of nil our
advertising," continued Mr. Reynolds.
"f believe that a manufacturer who
has u good product with which ho
can make a popular appeal nnd will
tell the truth about it in the daily
newsjwperK, backed with n good sell
ing organization, will make nu tin
qualified success. I have had ample
exjcrienec with this form of advertis
ing to prove beyond any doubt that
ncwspaiK'rs arc iinfpiestionnbly the
.standard form of advertising.
''This business is inteniationnl m
its sco)c. Wo therefore, have jiassed
the stuge on secral brands ns far ns
local advertising is concerned. Hence,
in connection with ncwspniier adver
tising, we use national publications.
In establishing brands wo cover the
country section by section, relying on
newspajiers for ou.r main advertising
support.
"'When you consider the number of
newspaHTs that daily go into tliu mil
lions of homes nnd how dcendent we
nil are upon them for the world's
news, it would be hard to deprecinto
their value ns nu advertising medium.
After all, it's a simple mutter of man
ufacturing u good ortichs nnd lclmg
the people know tl0 truth nhout i.t
Xo ItetrcncliiiH'nt Owing to War
''Yes, ncwspaiicrs nro good adver
tising mediums, or this company
would have found it out before it be-
gnu investing hundreds of thousands
of dollars in their columns unmtuily.
"This company thought enough of
advertising us a selling medium not
to retrench on exiicuscs in this divis
ion of the business when the Kuro
pcau wur broke nut. As u mutter of
fact, more money was appropriated
to advertising than wo would have
otherwise expended. As a result, we
tiro doing the largest business in our
history.
"We conduct our busbies concrv.
ulixcly, having no money to throw
uwuy in any direction. Rut this com
pany never hesitates to buck its bus
Iiicss judgment, depression or no de
pruHsiou. If we waited for good times
in roll around to get business there
would bo mighty little incentive for
work. The time to work s all (he
time. And the time io pull that extra
spurt thatvitvery man has stored
away is iu fs'iiclc times. We meet con
ditious and overcome them.
"As a matter of fact, htisinos
throughout the enliie hind is improv
ing, very much faster tlulii the pes
simists daie to admit."
Xotnl'lo Kwimplc of' Success
Reluming to tlio r.ubjeet of nd- er
Using, Mr. Reynolds sunt; "ProbnbN I
the best example, in Ibis history of,
advertising i Prince Alhort pipe nnd
cjfmnritc tobacco. Nix cnrs, nun il
uu a iii vf biniid, Real and uie to
Imcen ,uuilili' behind ovciv printed
word has nimlf' Piiu-o Albert lh
hiigesl selling brand ot siiinl.liig lo
buct'o in tliu noihh II m loduy sold
In ovary civilirl rouatiy.
"fiiiiml clgdiciios i aiiolhcr !
ttinphi. IM Ibiin ii-jM'iir ao we in
tnnim-ud (uiuci liijha publi', uadj
BOY
AND
GIRLS
0FC0UNTYSCH00LS
N
FAME
Several hundred bos nnd girls of
.Inclipon county nro enrolled In the.
Ito.' nml (llrls' liulustrln) clubs nnd
nro ouKngcd In various projects,
-j among; which nro corn growing, pom
fi to growing, scd selection, poultry
raising, ganlenlnR, pig mining, can
ning, baking, dairy record keeping
and varlouK handicrafts,
ThH work Is promoted by Stnto
School Superintendent J. A. Church
Ill, by tho I'nltcd Statoa department
of agrlculturt nnd by tho various
school officers and Iho teachers. Tho
stnto school department hau two men
In teh field all the time directing
club work and assisting In Industrial
exhibits at the county fairs tho
county superintendent of schools now
beinK a member of Iho county fair
board. Prof. Harrington and Prof.
Man's work under tho direction of
tho state superintendent.
At Corvnllls the l S. department
of agriculture works through the ex
tension department at tho Oregon
Agricultural college and Prof. K I.,
GrUfin Is the state agent or club
work. Ills department has enrolled
about ten thousand boys nnd girls,
Mr. Griffin's assistants nre Miss
llclen Cowglll of Corvalls and Prof.
W. A. Ileer of Kugcne. Mr. Peer has
been In Jackson county all week vis
iting cluh members, teachers, par
ents and school officials.
Hecanse of tho manual training
and other Industrial courses there nro
only a few club members In the city
but the nr.ent visited the various
schools and talked to the children
of the Washington and Lincoln
schools on Tuesday. On Wednesday
ho spoko at tho IiIrIi school assem
bly and Indicated various ways in
which the students will be. It they
choose- to be, leaders In mnny lines
of agriculture, manufacturing and
transportation In their respective
communities a few years hence. He
dwelt particularly on tho purposes
of agricultural and other Industries
training. Ills talk was an appeal es
pecially to those who expect to teach
to get ready for the demands that
will be made upon the teacher of tho
future.
Mr. Beer spoko most encouragingly
of the art work done In the Medford
schools. He conferred with County
Superintendent Wells yesterday and
was much pleased with tho work ho
Is doing.
L03 ANGELES, Cnl.. May 20.
With tho arrival hero of II. Ter Poor
ten, aviator lieutenant of tho Dutch
army. It became known today that
Holland had contracted for the con
struction hero ot two great hydro
aeroplanes to bo finished not later
than July IS. Each machlno will
have a 42 foot wind spread and a
carrylug capacity of 1,000 pounds.
Lieutenant Poortcn who is attach
ed to the Dutch Hast Indian service,
was quoted today to the effect that
Holland was developing an army of
10,000 men' In her colonial possess
ions, and planning for the organiza
tion of a militia of 450,000 men.
"It Is no secret," said Iho lieuten
ant, "that officers of our Indian
forces havo been In tbU country sev
eral months buying shells, cartridges,
machlno guns, copper and other mu
nitions, of war,"
through advertising, bncked bv un
fpmstioucti quality, nre now selling in
a national way. This company has
several other brands that are by fin
the Jurgcst sellers in their respective
markets.
Stwke Chxli UTitii
Much WhUpt ring
Before the stork
Arrl vos there Is much
Io taltc about The
corr.ftrt of tbo tnnti
lant tsAtbcr le tlul
chief tojjlCi And tucro
viUt 1ms ul or lrww
of Put fplemilcl ex-
VrtetiH." It Is appHol to tho oWe-nlnal urn.
dee, cently rutbed In and lus 11 tiwt pro.
lioumx.il elTect u a lubricant. It ootixa llio
j.tUoik of ntryc, enables ihe ihokIch to
cjpaiul rmturully, rcllcvas ttralu on tbo Urv
ineula mui limn tU at tato any umluo strain
n tU orgaiu Jmnlral. Ami It iloci IliU with
lerfrct wfctjr, Jixpectent BiotlieM tlsii r
turuiien ma reai wan cawpjrfluvo cum swl ,
comfort. KmrnUig molbrri wlm bare iinai .
"ilotkr yrlend" tpvuk In Wln Una of
tlt ulwiic of wonting 4iliivi, nWtc of,
ttruln ah 1 1 jo Vguiiu-itU mid a licmlom fiom
tuany tllier dltriwce, 1
you am grt "ttUr' IVend" at ant 1ru
More or tlsy will jrMly mi it for you, Wrltn
ImUf Xo Urmi&tlil HuUU,r Co., 401 Ijiuiur
JM-lf., Atlnti, flu., for WIJr ulrutlrii ,
Ittnk of crthit vmIimi Id all pUirt nvAUn,
It vuiitulut u vmIiimM tijmiitmy tiMit. iuJm
si dltt ssjl I MmM ut tvmUv 4 M
wwtm f ij pv if)K 'rf I
HOLLAND
BUYING
MH CAN A RS P
NATION
PREPARED
FOR MANUFACTURE
(tly Frederick M. Keiby.)
WASHINGTON', Mm JO. -So far
ns munitions of wnv are concerned,
the V'nited States is prohnbl( iu hol
ler position to ftieo a possible elnerg
eaey than ever before. The enonnoui
increase in capacity of plants tuinilig
out rifles, pdr, nmmuuitioit and
big guns since the beginning of the
Kuropctm war bus made the output
of such articles the greatest in Uio
historv of th coiintn. t
Uefore tho outbreak of the war
abroad, the capacity of alt plants iu
the Failed Status public and private
-for mtuiufiicturing smiill anus am
munition, did not exceed .,U00,0l)0
rounds jwr week. Today, according
to the best obtainable iufoimutiou,
the fixe hu; plants turning out (his
class or ammunition are prodtmiug
:10,000,()00 rounds per week. The
manufacturer of other classes of am
munition and armaments has increas
ed proportionately.
Rifle MtutufHf-tutv
The present model Springfield in
fantry rifle, for example, is made iu
two government nrs mils one at
Rock Island, 111., the other at Spring
field, Mass. Tlntso two plants, work
ing at full capacity, twenty-lour
hours a daj, can pmhuhly tiiiu out
about l.'iOO Mirh rifiVs sr day, or
something more thun half a million a
year. Iu addition, st'n.e the outbreak
of the war, private plant have been
miiuufneturing infuntn rifles for tlu
various foreign government.
As to henvv urlillerv, both for
nnny and navy use, the uovcniiueul
has two large plants in alteration.
These nre located nt the nnvnt gun
factories at Wti-diingtou, I). F., ami
Watenlict. X. Y. The private eon-
cerns turning out hcavv guns are the
Hcthlchcni Steel companv nud the
Midvale Slccl couipauj iu J'ennsyl,
vnnia.
Making .Shreincl
The, production of shrapnel- Ihe
most terrible. shells winrtillerv fight
ing is sotuewhnt complicated by the
intricate mechanism known us tint
"time fuse". The sccl cases for
shrapnel enn be turned out by prac
tically any machine simp iising,metu
lathes. The cupacitv of (he Foiled
Stntes in this respe-t is practically
unlimited. Rut the production of
"time fiscs,v which vuup the shell to
explode when it reaches its destina
tion, scattering the small balls con
tained in the castas; with great force
in every direction, 'is confined to one
government and two private plants.
The Seovilln Mnnufucturiiig cumpnnv
and the JJcthlchciu j'ompnuy nre the
private concerns while Ihe govern
ment hns an cxtcnsivcplnut nt the
Frankfort nrscual, Phihidelphiii.
Field nrtillcry yarringes, horse
equipment und other miscellaneous
items of nnny equipment are all turn
ed out nt (he Rock Island, III., ar
senal, and there is another govern
ment plant nt Watertown, Muss., for
the manufacture of gun carriages for
heavy artillery. Artillery ammunition
as well as small anas ammunition is
manufactured at the gov eminent
plants nt Fruitkfonl arsenal. There
ru also two other small uovenime
arsenals at Augusta, (la,, and Ilea-
ieia, Cal.
Small Arms .Manufacture
The principal ana of nny army is
the infantry. It is tliu infantry winch
must deliver the "punch." Artillery
may clear the wnv, cavalry is used
for scouting, piotectuig convoys and
special piirsises; the ainiicn may
drop bombs nud guther information;
CHICHESTER S PILLS
Wirv . THE ill MOS HRANI, X
ijixi AikiurU
ht- ku-lcr Muu
I'llUU 11,4 uA ti.
Uiix. mitt !, W
liuxuttf. Haw r JPMV. "
t'fVMMUU Atkfurl'VI.'liEM.TIHil
,uikMUn.&uI.AI,r,l(lial
S0i BY WMJ66ISTS EVERYVrKCRE
SUMMER
REQUISITES
i
WLKDOVr SCREENS
DOOR SCREENS
PORCH SWINGS
LAWN SEATS
CEDAR CHESTS
Have them made at tho
Paciiic Furniture 6
Fixture Factory
Home of tlio Pacific Cedar
OliMl, 113 0. llojly
OF WAR MUNITIONS
Wj fS
Ok Jr
llpt sppehil (roups, like jVimipecis,
hospital nud snuilary puitH. nrny nil
do their put I, but il Is Ihe infantry
that wins or loses the fight, Suinll
anus ammunition for infantry, there
fore, is tu most important single Item
of equipment which must ho kept tip.
The five plants which we have in this,
country to turn oul this eluss of am
munition consist of the government
establishment ut Frnukford arsenal,
Philadelphia, nud the private plants
of the Fulled Stntes Fartiiilgo com
pany, Lowell, Mass.; the Fnion Mel
ullie Fart ridge Fo llridgcport,
Fonn.j the Winchester Aims Fo., Nov
Haven, Fonn., and the Peters Fa vi
tiligo Co., Fineinnuti, O. Theie are
In addition several smaller Concerns
which ate conMtuilly exiitndiug now
Under the impetus of war mdcis,
Military Powder
All the military powder used ill this
country is ninnufactnrcd either at the
government plant ut Indian Head,
Mil., or by the DuPoul company,
which has very i greatly enlarged its
plant since the beginning of the win.
It is ccilaut IJuit should this gov
ernment ho foiced into ntmed defense
or its rights, tho government would
not hesitate to eomuiiiudecr Ihe im
mense supplies of all war 11111111110111
being turned out on foreign order,
and it would have n linger snpplv to
draw from than ban ever been the
case befoie.
TourincC-
OatofOil U
s chance from th oil you
have been uilng meant
Isjlhcr In atljiiMlng the
feed, Otlicmlie too
muih or too little It
fed Into tlie cylinders.
No double If you ui
ZEROLENE
we Standard Oil
for Tfoioi Cant'
It ll obtainable cry-
tahtr; from Seattle to
t StnD!ec9,fpmSioV.ine
V to Phoenix at city tit-
i rc or tioJiUe hamlet.
And It ti alwayi uni
formthe tame body
the tame perfect lubri
cating quality. ,
Dealers everywhere, 01
t all amende! and Ser
vice Station! of the
Standard
Oil
Corrfpnny
Me.lfrd
VELVET
ICE CREAM
Solves tho problem for a tics
sort. Nothing more palat
able. Pure and wholesome.
Am' flavor. Brick, fancy
molds, Sherbets and lees
made to order.
The White Velvet
Ice Cream Co.
32 S. Central. Phono 481
H
AIL
Ih bound to hurt some onn
this fuimmer. Will It hu
youT
OLMES
will project you by Inmir
lug you la tho f
, '" ' I tf
,?.
ART FORD
nt o biiiuII oit. Write,
phono or ull,
NOW.
mmmmtpimjrmm
r
f . .jiy
IT
H
T -
m stir .$$?
m rrc"t
75
im w
FREE
t-Ko
mm
TaGMidnRcipu qk.
mM y
Tea Garden
wholesome of
ms ioi
an cooKing purposes, n is
rior to irlueoso svruns for catulv Tak.
vtffeT SUIJUI
ami troathiKK. Try Ton CJnruon and buikI t8Bt
your roclpo for tlio dnliity yon lllo the best fc,
oy. vvn'll tmv S7H fne tlio lni( ruclno itnliinlltoil anil iiS
-?5i. -". ":. " "" .:" ".-"
H5!.
&. OK foi (IlH UOCiMtil linal
-&.
.
, Tea Garden
ror the Children
s?s "b Tea' Gimlun Syrnp te a
jpjy fi ", food Hynip and Ih Ideal
F&LvlF m f tbo chlldron-
enu't hurt
m dlKcHtlnn
try It.
rurlluiul, Or toiu
TOUR OPPORTDUTT
High Orad (luaranteed Autos
$200.00 to $8og.00
ON EASY PAYMENTS
lAee ctUloc and lafonaatloa will
AutoTriJIafCo. Inc., Plllibark, Pa.
or ceuitill year total Utltri
tv m ww i m mj o
lV.I ! ry'j
vm.
9tJsSiO'
Frank McKec Jr., Central Point, Ore.
Frank McKee JrM Central Point, Ore.
$5,50
Account
" vw
Roseburg's Strawberry Carnival
May "Jl
Ticl.ctn on ttulu friuu
Onon Muy iM-liU,
Itiiitl Muy
FULL PARTICULARS FROM
SOUTHERN
John M. Hcott, Ocncrnl PanKcncr Ajifnl, I'oitlund, Ore.
What More Does One Want
On a omi-Miiy ticket?
vit llio Fair ut Hna
lihfftil fecucry all (ho
choico of
Three Ogden Route Trains
KOI'Tlliai.V l'AriKKM'NIO.N I'Atario A, i
' r ( T
Jim "Ovciluud Limited"
'Tlio "IWIflP Liuiilcd"
The "Calll'oi'iiiavl.imitcdr
Call on nearest A)ont for full particulars. Illcra
lure, rcsorvntlons, tickets, etc., vln tills route
SOUTHERN
' ' V 4
JOHN M. H0OTT, (Iwmrnl J'itPM
tm m-m . -. .
" "
Pelican
Molasflcs
vae.. iw '
nui-
"
P
is the most ..
pui'eat syrup .
'"i"' "
Syrup
their
-
..
MEDFORD to
ROSEBURG
and RETURN
- yi!
nil ftalifm iu
lth lliml return
ill
ANY AQCHT OF THE
PACIFIC
Tn elnyit to
I'ViiiuiIhco. Do
way nud your
,
PACIFIC
e , VO. '
- iitfci A't, i'liilliuul', 0i,
JSf
$$$
jjHfiiy
T-'
y
'i$ifr
is j
:'(
u
ft
?$ttim
i
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