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THE EVENING HERALD, KLAMATH FALLS, OREGON
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TUP8DAY, OOTODRR 18, 1921.
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The Evening Herald
..:.y-'"1 ',, " .' ' .
E. J. MURRAY
FRED SODtil :..
Editor
City Editor"
Published dally "except Sunday, by
Tbo Herald Publishing company or
Klamath Falls, at 119 Eighth Street
Entered at tho postoftlco at Kla
math VFalla,- Ore., for transmission
through the malls as second-class
alter. . .
MEMBER' OP- . THE ASSOCIATED
"i jSPRHSS. f 1 -''
The Associated Press is exclusively
entitled, to the- usefor publication of
an news uispaicaeg creauea 10 it,
or nor otherwise credited in this
paper, I and also the local news pub
lisher nereia.-
'B
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Foatmnstcr uenornl ' Hays Has
Pretty Soft
By JAMES'. MONTAGUE
automobile tourlsta'as far as possible.
Instructed nil postmasters to assist
I
TUESDAV, OOTOHEB 18, 1821.
CAUSES, MISUNDERSTANDING
Thero's a mistake In advertising
terms that causes some misunder
standing. It wasi .made yean ago,
before business1 men know aa much
about tho subject as they do now.
They named printed matter ad'
drcsicd personally to 'the prospect
"direct advertising", Advertise-
ments published in newspapers and
magazines "were called "Indirect." "
They thought an ad was "dir
ect" If It was directed to tho home
address. ."
They forgot that It wasn't even
advertising It it didn't reach the
reader's interested i attention.
Today those definitions are ex
actly rerersed. Newspaper adrer
tlslng "Is direct,- because It. reaches
the Teader in the. form, in which
he's ready to recolTe It.
Tho Other kind may bo "direct"
for tho waste basket, but' It ' Isn't
necessarily direct to. tho reader's
mind. . ' j
It may hit him 'right And then
.again It may net. '
'Almost erery kind of advertising
each 'in' Its way, may bo good when
It 1st adapted to the' work It has to
do.
The mailman carries some mighty-
effective advertising on his dal
ly rounds for. certain folks 'and
certain circumstances.
But for all sorts ot folks and all
sorts of business enterprises, there
Is today only one' kind that Is on
titled to the name of "direct."
Only , newspaper. advertising
meets every teat of blanketing' Its
field With trade-palling publicity
direct to the personal attention df
rerj reader: '
' "Perhaps the name dsesn't matter
much. But it U ell not to mil
judge adrertlslng values because of
adjectives that were applied In a
former generation of advertising
history.
"iiiSX.
SF
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Tho postoftlco window's deserted; ''
Wo nln't hnd no moll for a, weok.
Tho postmaster's out on an It. F. D. .rowt
That runs Into Ilattlosnako Crook. I
He's guldln'' n party o' tourists,
Tho way that his orllors roqutros;
Ho's cutttn' their wood llko a postmaotor should,
" An' learnln' them how (o mako fjros. i
Last month, when ho wont to tho vlllago
. To -get us a coupio o stamps.' .
He wasn't In sight, ho had gone ottthqt night
To settle some dudes In thblr camps. I
An' when he1 had cooked 'cm some flap-Jacks
Like, the guvornment wants him to do,
An' helped 'em a spell, why he pleased 'em so well
That they kept' htm a month or two.
n r ft i - - J
Ho ain't been about much this slimmer; -j-
, Them. folks with the automobllos
That drlvo Up tho rowt when the rud Is dried out
Is always around at his heels.'
An! what with' his guldln' an' cookln', i
An' polntln' out highways and trails
An' creeks, .and what not, small chances ho got
To spend any ttmo on. tho malls.
Of courso this ain't always convenient; I
It .la cheertn' to hear from your kin,
When breakfast was dono It' waa always good fun
To' sot whllo the letters come In.
' Bnt the postmaster', ho never grumbles,
He's happy an', hearty these days,
An' he'll often allow to his cronies as how
Ho think, a, lot o" WHLHayat
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i
BUT ITKMH
U. TV. Warrea ,who has been
transacting business In Klamath
Falls has" returned to Bly.
Miss Pauline Cliff and Mr. C,
W. Cody, both teachers In the Bly
school, have returned from Klam
ath Fall8 where" they attend the
Institute.
- Mrs. Alkert Richardson, of Bly,
baa' accepted the Intermediate grade
position, following the resignation
of Mnr. Clarence 'Wallace. ,
"Mm James Bell and- children
Dave, returned after a week's visit
In Ashland.
An Important meeting ofthe Bly
Rodeo association hjun been, .called
for Sunday, TJctobW 23, at the
community 'halt: It Is hoped that
all members will .be present, as
Important' business is to be taken
tip.
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MIDLAND ITKMH
.Midland shipped 57 carloads of
cattle and sheep Saturday. The ship
ments were made by tbej following
dealers: )
Al Gateraent.-ot Oakdale, Califor
nia, bought 1139 bead from K., M,
McLemore.. of Oakland, California.
Tho cattle were raised In this county
by 0. D. Mitchell, of Bly. They were
shipped if rora horo, Saturday.
Ycrdon & Co., of San, Francisco,
bought seven carloads; Harry Con
ner, of San Francisco, shipped thera.
Those, cattle wero raised by O. N.
Glynn, ot, Bly. y
i Allen Pylo & Co., ot San Francisco,
shipped ton carloads of sheep to San
Francisco.
Ltiko Walker, of Klamath was a
Midland' Visitor Safuf day.
3toss Flnloy, of 'Klamath Falls was
a Midland visitor Saturday,
Ira Medal!, stockman, was a Mid
land visitor' Saturday. , '
J, W. Straw, County Brand Inspec
tor, "was a Midland visitor Saturday.
Mrs. WJHIam Tlngley and daugh
ters were Midland visitors Sunday.
Ooo. McAullftb, wife and friends,
wore- Midland visitors Saturday,
Ooo. Furber and Herbert Largenet
were Klamath Falls -visitors Satur
day r , . .., i ;
John Del Fattl.and son, Mttthew,
were Klamath Falls visitors Satur
day. . i "
Lillian Knapp returned to Midland
Sunday, after spending several days
at Klamath Falls attending Institute.
Tho Midland , School Board during
her absence had three gasoline lamps
Installed In the school houso.
John O'Keefe was a Midland visitor
Sunday. 1
Mr. and Mrs. Wm. Worden, from
Upper Lakes, were visitors at the J.
W. Jory homo Sunday.
Mrs. J. D. Hooper and daughter,
Ha, wcro Klamath Falls visitors Sat
urday.
0. R. Patterson was a Klamath
Falls visitor today.
POUCH JUDGE PASSES ANOTHER
MILESTONE
Judgo A, L. Leavltt celobrated his
63rd birthday yesterday and he's
proud ot tho fact that 37 ot tho ,63
wero spont In Klamath county, whero
he has been active In legal and po
litical circles.
"WEATHER RECORD
(Hereafter, the Herald wilt publish
the mean and ' maximum tempera
tures and precipitation record as tak
en by the U. S. Reclamation service
station. Publication, will cover tne
day previous, to the paper s Issue, up
to 5 o clock ot tne day,
' Pro
Max. 'Mia. clpltatlon
Oct. 3 . 80 ' 43
Oct. 4 -80 36
Oct. 5 .82 4G
Oct. 6 ,78 ;43
Oct. 7 .77 .44
Oct. 8 83 45
Oct. 9 i.-83 i , 39 i
Oct, 10 :...82 '. 338 '
Oct. ii .-, so smi
Oct. 12 .i 74 43 .02 '
Oct. 13 ?..6'":41. "
Oct. 14 fit )46 .03
Oct. 15 .63 , (35;
Oct. 16 .67 45 -
Oct 17 .66 . 39
THE STRAND
Never in the .history ot tho Am
erlcan film Industry has, the strife
existing between the cattlemen and
sheep herders been more clearly de
pleted than In, "The Desert Scor
pion,", the latest picture ot, the Art
O-Oraf, Film .company, Inc., to be
shown at the Strand Theatre to
night,
Erery, scene In this wonder-pict
ure was "shot" in the Colorado
hills, where the finest cattle In the
worm are wont to graze. Tnous-
ands of head of cattle and sheep
are used, one of the big features
being a .stampede ot 2,000 cattle,
several cjoeo-ups ot tho pell melt
rush, of tho animals being shown.
The plcturo is one of tboso grip
ping tales In which human Interest,
lore, -western thrills and comedy
vie-for honors. Thesn four Ingre-
dlents aro carefully concocted wlthl
tho result that the finished pro
duct has been declared , by critics
who witnessed tho projection room
exhibition, to bo far aljovo tho ord
inary. 1
Edmund F. Cobb, Art-O-Qraf's
popular .lending man,, Is cast as
Geno Stratton, who leads the sbqep
herding element In Its uphill strug
gle for tho right ot permitting Its
sheep to enjoy Ood's sunshine on
tho sunklssed Colorado, slopes,
Cobb's acting Is superb, his expres
sion magnetic and his accomplish
ments almost unbelievable.
Cobb Is supported by Vlda John
son, "who, plays tho part ot a cat
tle king's daughter In an easy and
graceful manner. She mixes her
western grace with her eastern
manners In a finished style.
THH LAST CHANCE THIS YEAR
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T. L. Colter, who Installs the Na
tional Metal weatherstrips, Is In the
city for the purpose ot placing the
strips on, a few 'house's that ordered
it when he waa hero a few months
ago. He, has brought with him an
extra supply and wilt be able to do
a tew Jobs whllo-here this time. It
Is a casarof first come first served,
and as he will not' return again until
next-, June,-it Is.advlsable for. those
who . wish ithe strips to place their
orders at once, Orders may be left
at the Herald office. '18-22
Baked Bms
&- Limeft!
baked fo just the
Me vray
ffieyfasmcl
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Get Your Skid Chain, tiow
, Don't Wait Until You Have an Accident
' - - GUARANTEED SPRINGS , '
for' Trucks '.and Cars of all makes.
D.A.KENYON q1k.SH6P
fft39.Sixth Street P.Kdne 462 "
mWE,n 1..U rvMKl
ME1UIJM.MJ PM11 WflUW
, -v HERE AND SURRENDERS
Walter We'f.d IndJiSkoiijfiytlio
nrand Jury last week tor aliened
larceny of tools taken from thoFt,
Klamath Moadicnb comptiy tho
foro part ot this month, surrend
ered hlmsolt to Sheriff Low Sat
urday night,' coming from Rosa
burg to do sev I '
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liieUKtbUN
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V"i
Your Hotel
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WHEN IN
PORTLAND
iaao worn
hoaeJp&i
,"'i
nan comnnrml with tlin tnllno.
malo woman appearances aro agalnsl
inotsair-mauo man.)
, .Soino mon try to convlnco you that
thoy aro good by tolling you how bad
thoy usod to bo,
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S&UttcJottte
ATTRACTIVE PRICES IN
TAILORED SPORTS and
Dress Hats
ESm&SSSm
POPULAR SPACIOUS LOBBY
At the Center of '
Everything
BROADWAY at
ST.
STARK
Wo suggest yews wrlto,., phono ;
wire for reservations
THH
SALVATION ARMY
1 ' DRIYR BBGIN8 '
Wednesday Oct. 19th and lasts until Qctob
erl29ih. Plan now to make your, contribution.
V
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, ii you have a watch to repair don't send it.
LET GEORGE DO IT
GEO. L. METZ .
Watchmaker and Jeweler
622 Main St.
or
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Arinur a. Meyers, saansger t iigj - , .
, ' tyithaekiiuwU'JimmltloK.L . "
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The Mystery o the
Pet Parrot
Cooks
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AUNNY paper recently.
...
LIPPED ME a good laugh.
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WITH A,. wheete about.
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A'FAMOUS ventriloquist. ' '
AND WHY he had quit.
' ...
THE VAUDEVILLE stag
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IT SAID ho discovered.
HE COULD make more Jack,
SELLINQ WOODEN parrots.
00 WHEN I got home.
1 PASSED 'the Joke.
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TO OUR cook, who owns.
....
OOTH A speechless parrot
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AND A sense ot humor.
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SUT SHE muffed it.
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DECAUSE'SHE didn't know '
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WHAT A ventriloquist was. ,t
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00 I had to eipiatn it.
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AND ON the way out .
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1 BLEW Just a whiff.
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or CIGARETTE smoke.
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AT HER amunlng'o'ld.
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fOOL'OF a parrot.
WHICH NEVER talks.1 .
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AND I said, "Poll.
HOW D!YOU like lift)
AND TO this day.' 0P"
IT'S. GOT mo, guessing, v,
WHETHER If was cook.
OR THE blamed bird,
WHICH SQUAWKED beck
THEY SATISFY,'
't I.1
CHESTERFIELDS speak for
. themselves. They let you
know i you're Smoklngv They
satisfy" and yet they're mill
An impossible combination, you
say? Sure everywhere but In
Chestornclds. The blend docs It
and the blend con'f be copied!
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CIGARiETTES
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