HOOD RiVEK GLACIER THURSDAY, MARCH 8, 1917.
STRONG ROOTS,
HEALTHY rOuAGm
faf fruits m
M mm mm mli
''VS.
to
The Modern Method of j
Spraying Fruit Trees it with
Soluble Sulphur
(Compound)
A dry powder, easily dissolved in cold
or hot water. Makes a perfect solution.
Use in the same way as lime-salphur.
No sediment; no grit to wear out pumps
and clog nozzles. No freezing no
crystallization no leakage no loss.
Economical and put op in 1-lb. cans, 10-lb.
cans and 100-lb. drums. Send for Soluble
Sulphur Bulletin. It tells you how to
spray. Write.
rWp Seattle. Portland. F.llmiburf and Wapalo
0i
joint r
SUlPESiRji
Si
OneoftheJ.CPennyCo.lnc.
Golden Rule Stores
will open with a complete line of
Dry Goods, Clothing and Shoes in
Stewart Building at 3rd & State
streets about the 1st of April
Now Operating 125 Busy Stores
Opening from 40 to 50 this Spring
Watch for the Opening-April 1st
Golden Rule Store
THE COLUMBIA MILL
E. V. SCHILLER
All Kinds Building Material, Dimensions
Shiplap, Timbers and Boards
Mill at Fir. Oregon. Telephone Odell 302
Address Hood River, Oregon, R. F. O. Number 1
Oregon Lumber Co.
Dee, Oregon
ALL KINDS OF LUMBER, SHINGLES
SLAB WOOD, ETC. CAN FURNISH
CEDAR SHIP LAP, ANY QUANTITY
Both Phones
Estimates Furnished
A C -E S
Shadows have come falling on the ages for the
soldier of fortune who would have sold his prospec
tive chances in Heaven for four aces. The stock of
accessories, apparatus and supplies kept on hand by
the Apple City Electrical Supply Co. have avalue to
the Hood River buying public relatively as high as
those four cards would have had to a participant in a
poker game. The goods we carry are time-tested, are
nationally advertised and bear the guarantee of
known labels. They are Ace high.
Let us supply your needs and do your electrical
wiring.
E. S. COLBY.
Money Talks
-TO
Fruit Growers
BY
Northwestern Fruit Exchange
No. 21
"Skookum" in 1916
CONTINUED
TO FRUIT GROWERS:
There ia an old French proverb that
says, "Each is the wok man of his own
success." That is a pod proverb, for
it spurs you on to do things, tells us
all not to trust too much to luck ; and
if there is anything in the world the
Bucceas of which does depend on a
workman working, and which has the
least relation to "luck," it is surely
this business or fruit marketing.
As we got down to the actual engin
eering of the 1916 campaign in the
weeks preceding the actual launching
of our plans, I found I had never been
so busv in mv life. The main steps in
these plans were already marked out
before the SKOOKUM PACKERS AS
SOCIATION members voted that reso
lution for a NATIONAL ADVERTIS
ING CAMPAIGN appropriation for
SKOOKUM apples, but the details re
quired the closest attention, and I made
up my mind' that we would consider
every viewpoint, investigate every sug
gestion, and finally eliminate until we
had left only what was safe and good.
Now, as I have said before, advertising
ft DYNAMITE: a power for great ac
complishment if used rightly ; a power
for great destruction if used wrongly
or blunderingly. Advertising is a sci
ence, and an art that requires all there
is in human skill or ability. It was not
long ago that the advertising manager
of the National Cash Register Com
pany and all his highly paid staff were
four days composing only seven hun
dred wards, writing and criticising and
re-writing them, those words to be the
important statement in several carloads
of literature which was mailed in one
campaign effort. I realized that this
SKOOKUM fund must make and would
make Northwest apples known in every
corner oi America, to db aemanaea by
millions of consumers, and it must be
handled with the utmost care and skill.
I should tell you that during those
weeks of planning, the best experts in
advertising in tne umtea states called
at the EXCHANGE offices, including
even special representatives of the
great CURTIS organization; the dis
cussions with these experts were in
valuable. Meanwhile, the tentative
advertising ideas were- being worked
out, and subjected to review and criti
cism both in ideas for advertising text,
the medium of its placing, and the pic
torial matter. Before the final trade
mark of SKOOKUM, the Indian maid
en iace oi me covetous ana merry
smile, was accepted, it is no exaggera
tion 10 say war, miy gKeicnes ny lead'
ing artists of New York were sub
mitted, and the trade mark as it stands
today is a composite of a number of
these sketches, and is acclaimed the
equal, if not the superior, of anv na
tional or world advertising character
or figure."
"SKOOKUM" Trade-mark design finally accepted after being
developed and critic ied until perfected by America' greatest
advertising experts
Knowing that our advetising would
cause a profound demand for SKOO
KUM, what to do now to reap all pos
sible profit for the growers? The f. o.
b. sales system to wholesalers exactly
dovetailed in with an advertising sales
campaign. We knew that advertising
would sell SKOOKUMS by carolads in
191b where a Northwest apple had
never been seen in previous years.
That meant some big things to the
growers. We argued: SKOOKUM will
take hold of the progressive wholesaler ;
he will want it, and he will push it ; it
is a safe quality, an advertised, splen
did apple that he should have so
SKOOKUM in 1916 will have a WIDE
DISTRIBUTION THAT IS THE
CREAM. In plain words, SKOOKUM
WOULD HAVE THE PICK OF THE
1916 DEMAND.
The EXCHANGE intimated to the
growers that everything else being
normal there was a prospect, under our
plan, of placing a good part of the crop
wnne tne apples were sun on the trees,
With this in view we prepared a port
folio to show to wholesalers showing
sketches of full-page and other adver
tisements of SKOOKUM which it was
proposed to publish in the Saturday
evening rost, Lcties Home Journal,
Good Housekeeping, Literary Digest,
Life, Sunset Magazine etc.. etc. The
portfolio also showed sketches of
SKOOKUM colored cards to appear in
street cars, and the pictures of the
SKOOKUM wrappers, the apple novel
ty balloon, pictures of the SKOOKUM
matsjto hang in stores, and other helps
to retailers to sell their stock of
SKOOKUMS; also a description of the
SKOOKUM recipe book. In fact, this
portfolio was a prospectus of the
SKOOKUM campaign.
m!Xb"''''"-?'"-
5 - " s- i
Every Skookum Apple is Perfect
No Bruises, Decayed Spots or Worm Holes
From ikin to core Skookum Applet are without flaw or blemnh. They
are all apple. No waite.
That's why "Skookum" Applet are more tconomkal than "juit applet."
And that it why they keep longer. s
Skookum Applet have a delicious flavor of rare excellence This k becaute
they are telected from the top outoide limbt of treet in the great Northweat
mine uicj fci an aDunoance or Clear air and tunMune.
Clean white gloved hands carefully pick Skookum Applet, !
then enclose them in tissue wrappers which protect the applet
from dirt, insects and germs. a.
Buy them by the box they're cheaper and fresher
A
"Electro for Retailers to use in newspapers locally, modeled after the full-pane adv. in
the Saturday 'Evening Post, and ahown in portfolio referred to in article. The blank
apace is for the local dealer's name.
With this portfolio, then,.. and with
the plans ana appeal of the SKOO
KUM campaign well in hand, repre
sentatives of the EXCHANGE started
out early in June to make a personal
canvass of a large number of the
wholesale and retail dealers. We fig
ured that by doing this we would kill
two birds with one stone, for this can
vass was both a tour of investigation
and a tour of selling SKOOKUM we
would book orders or prepare this way
closely for actual early sales, and we
could investigate and discover how we
should trim ship, just how our own
ideas of the details of the campaign
would require modification to suit the
trade. We found no need to modify
our plans. We found general approval
and an eagerness to cooperate, both by
retailers and wholesalers. Our repre
sentatives in some instances were in-
vited to address the Yetailers' associa
tions as a body. Willingness to co
operate and assist in the marketing of
the SKOOKUM crop was freely ex
pressed. In fact, it became so that
: the trade anxiously awaited the ap
, pearance of the first advertising and
'the appearance of the first car of
. SKOOKUM. A number of merchants
c
3C
DOC
3C
0
carefully formulated their plan in ad
vance, and before this preliminary
canvass was completed several hundred
cars of SKOOKUM apples had been
booked at open prices, which prices
were to be agreed upon before the
fruit was ready for harvest.
I don't want to give a too gushing
impression of this success. There are
always squareheads and soreheads and
those who hang back, and there is al
ways opposition anywhere you go and to
anything you do. We all know that
at least, those of us who have a gray
hair or a furrow or two beginning to
show. But and nevertheless we met
principally with an unstinted welcome.
These merchants much preferred to
handle apples of dependable quality,
grade and pack, even though they ex
pected to pay more for such fruit than
for the usual pack. Also, they knew
that the consumers would insist on hav
ing the advertised brand of dependable
quality, properly handled. In this re
ception of our representatives on their
preliminary canvass we could surely
see that SKOOKUM was to have a
wide distribution and to secure top
market values even in the larger and
more congested centers. ,
0
0
o
Break Up That Cold
A box of K-C Cold Tablets will get rid of that
"grippy cold" that makes you chill and ache.
For your cough-a bottle of K-C White Pine
and Tar, Mentholated is "the best ever".
Make our. store your place to come for remedies
for such ailments and you'll never be sorry.
Yours to serve,
A. S. KEIR,
Reliable Druggist.
Agent for famous "New Edison Phonograph"
0
0
0
o
DC
DC
The SKOOKUM scheme was to the
wholesaler an incomparably good busi-
ness proposition. It presented to him i
tne most energetic sales effort possible
and one in the very best business sense
economical. Here we showed the
wholesaler that the consumer would
demand SKOOKUM, and this he heart
ily agreed was true. Then we showed
him the retailer could be keyed up to
take interest (by our personal canvass
of retailers we could lay FACTS before
the wholesaler not SURMISES as
to retailers' interest) and that he too,
the retailer, would be stimulated by
the advertisements in the magazines
and by special letters and circulars,
etc., etc. The arguments were irre
sistible. 1 was sure that with the crop coming
right and the country in the prosperous
shape it was, we would have a big
SKOOKUM year, most satisfactory in
deed to the growers. We had in fact
by this time worked out all the "sales
engineering" details, had developed
the foundation and sketched out and
tested out the proposed structure of
the whole sales-advertising SKOOKUM
campaign. It remained now to com
plete the structure, and of this and the
results I will have something to say
in following letters.
Before starting another letter, how
ever, I cannot resist referring back to
where in this I say that the wholesalers
appreciated that the SKOOKUM prop
osition was an economical one. 1 have
referred in a previous letter t. the
premium on SKOOKUM apples to the
growers as being a direct result of
even limited advertising. I would now
add that advertising pays not only in
getting business, but in simplifying
and accelerating business, or in turning
money over more quickly for the
wholesaler. Goods that sell quickly
are money makers, normally speak
ing. Advertising is usually a low cost
and a mighty good salesman? and this
is at once and particularly true of
SKOOKUM apples.
In my next letter I shall go into the
actual execution of the 1916 sales and
advertising SKOOKUM campaign and
its results.
Faithfully yours,
W. F. GWIN,
Vice President and General Manager,
Northwestern Fruit Exchange.
Much Extra Work, in March
It's between seaHons now, when few
persons perspire as much as health de
mands. The result is double work fur
the kidneys, for thefkidneys must throw
out waste matter from the system that
is eliminated through the pores when
persons perspire. Overworked, weak or
disordered kidneys need help now. B.
II. Stone, Reading, Pa., writes: "When
ever 1 need a kidney remedy I rely -on
Foley Kidney Pills. They have-been
worth their weight in gold to me." Bold
everywhere.
Germany's Machinations Deprecated
Speaking for the Japanese colony of
the valley, M. Yasui declares that he
deprecates the machinations of Ger
many to endeavor and create a hostile
feeilng on the part of Americans for
the Japanese.
"l nave reaa tne recent news re--
ports, says the local Japanese mei
chant, "with the deepest feeling of
regret Germany's action can do
nothing other than prove antagonistic
to the Japanese people, especially us
Japanese residents of America."
Cut This Out -It Is Worth Money
Don't miiis this. Cut out this Blip ami
enclose w ith 5e and mail it to Foley &
Co., 2835 Sheffield Ave., Chicago, 111.,
writing your name and address clearly.
You'll receive in return a trial package
containing Foley's Honey and Tar Com
pound for bronchial coughs, colds and
croup ; Foley Kidney Pills for pain in
sides and back, rheumatism, backache,
kidney and bladder; and Foley Carthar
tie Tablets a wholesome and thoroughly
cleansing cathartic, especially comfort
ing to Btout persons. Sold everywhere.
Make Work Easier
Hood River People Are Pleased to
Learn How It Has Been Done,
It's pretty hard to attend to duties
With a constantly aching back;
With annoying urinary disorders.
Doan's Kidney Pills have made work
easier.
So thousands have greatly teetilied.
They're for bad backs.
They're for weak kidneys.
Hood River people gratefully recomJ
mend Doaifs.
Mrs. F. B. Snyder, 1223 Durham St.,
Hood River, says: "I suffered a great
deal from kidney and bladder, trouble.
For about a year I was hardly able to do
my work. It took the life right out of
me. My back ached across my kidneys
all the time. My kidneys caused me a
great deal of misery and the secretions
were unnatural. Doan'a Kidney Pills
soon relieved that awful misery in my
back and my kidneys acted more regu
larly. Four boxes cured me and since
then, I have been free from kidney
trouble."
Price 50c, ft all dealers. Don't sim
ply ask for a kidney remedy get Doan's
Kidney Pills the same that cured Mrs.
Snyder. Fostef-Milburn Co., Props.,
Buffalo, N. Y.
Go to Law, The Cleaner.
CanYouMakeTatting?
Everybody Is Doing It
STERLING
SILVER
TATTING
SHUTTLES
Every woman who admires this beautiful
form of lace can easily learn to make it.
It is just like learning a new stitch. Once
learned, you can make all manner of dainty
trifles, during your spare moments.
Our illustrations do scant justice to , the
beauty of these shuttles.
Won't you come in and inspect them?
W. F. LARA WAY
Jeweler
Hood River, Oregon
COAL AND WOOD
Rock Springs and Utah Coal Best Grades Only.
Wood of all kindsspecial quotations on carload lots.
Crushed Rock add Sand and Gravel.
STORAGE
Remember we are always at your service for any
of the above items or for the transfer of your trunk
or any other hauling.
Transfer & Livery Co.
TELEPHONE 4111
HT. HOOD RAILROAD COMPANY
Time Table No. 28
Effective 12:01 A. M. Monday, January 1, 1917.
80CTMB0UNU
NORTHBOUND
No. 3 I No. I
Daily
Rail Autol
p. M.
3.00
3 03
3.28
3.3 I
3.38 g
3.43 5
3.47 2
3.60
3.55 5
4.00 a.
4.10
4.15
P. M.
Daily
Steam
A. it.
8.00
8.05
8.15
8.25
8.30
8.40
8.45
8.50
9.K)
9.05
9.20
9.25
9.35
10.00
A. M.
Stations
Lv. Hood River Ar.
. . . . Powerdale. . .
. ...Switchback
. . . . Van Horn
Mohr ,
Odell
Summit .....
Bloucher .. . .
Holstein .
Winans . ....
Dee
. . . Trout Creek . . ,
. . ..Wood worth . . ,
.Ar. Parkdale Lv.
No. 2
Daily
Steam
py.a Suit Sat. only
aaii suioKaii AOta
p. M.
2.00
1.50
1.40 s.
1.80
1.25 3
1.20
1.15 a
1 10 fc
1.00 z
12.15 a
12.50 jj
12.30
M-20
12.15
No. 4
No. t
A. M.
8.45
8.43
8.37 .
8.27 J
8.22 o
8.17 w
8.11
8.00
8.01
7.68
7.65
7.50
7.40
7.35
A. M.
P. M.
6.30
5.27
5.20
5.10
5.05 "
6.00 '
4.53
4.50
4.40
4.43 (
4.40
4.35
4.25
4.20
P. M.
Owing to limited space on Rail Auto all trunks and heavy baeeage will be
handled on the eteam trains, either in advance of or following the passengers.
Whenever possible we buy home products in
preference to all others. I As a Hood River
business man who buys at home, I solicit the
patronage of Hood River people.
W. J. Filz Meat Market
Wo Give tf Green Stamp