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About The Evening herald. (Klamath Falls, Or.) 1906-1942 | View Entire Issue (Sept. 21, 1931)
PAGE FOUR THE EVENING HERALD, KLAMATH FALLS, OREGON Sept. 21, 1931 Qtyc (fretting $cntlb kUUtCNU U. Kit LTV. ..Publisher Published every afternoon except Sunday by Tb liar Id Publishing Company it 101-121 Mouth Filth Street, Klamath Fallo. Oregon Entered cond class matter t tb costottic o( Klamath Fallo, Urnon, on Auiuat 10. ltOt. under act oC Comma, March 1, 17. M.tll, KATK8 I'AVAHl.K IN AIIVA.M'K By Mall lcllvere hy Carrie la OuUlda la city County Counly One Month -- ,,,, (O il Thre Month 1.7 11.76 Thr Mentha l. Bis Montb 1.7(1 IJ Six Montha l.tt Ona Yr , t.00 1.00 Ona Vaar . AMMOCIATKIS I'HKHH LKAHKI) WIKK MtMtlKIt AllUt Hl ltKAU IIP lltt'l LATION Kepresented Nationally Hy it. C. Mogenaen Co., Inc. San Francisco -Kaw York Saattla Portland Detroit Chicago Lo Angels Cop;. of Tha Herald and Newa, together with complete Information about tha Klamath Falla market, may ba obtained for tha asking at any of these office. Member of the Aancltd Pre Tha Aasoclated Preaa la exclusively entitled to the naa of republica tion of all newt dlapalchea credited to It or not otherwise credited In thla paper, and alao tha local newa publlihed therein. All rlltbta of republication of apaclal dispatches herein are alao reserved. Monday, Sept 21, 1931 Klamath county is In a nigst fortunate position as regards potato production and markets. The future, for our growers is bright ; Tho industry dove-Uila beautifully with stock raining- which can handle the lower grades and culla as feed. Our problem ia to maintain the pre mium the trade will pay for our top grades. That we will do if we maintain quality and do not ship the culls. Klamath county by proper marketing; can and will be come the potato capital of the earth. . Your Health By Dr. Morria Ftsbbein, fcdltc JoanuU of I be Americas Medical AssociaUotw Oua of tha moat amusing per formance ever wllneaaM by tha people of theae United Slates, directly or In tha movloe, waa tha eroBa-oouiitry marathon pro moted by C. C. Fyl. Just what that waa planned to prove, or Juat what ralatlonahlp It might bar to the teneral aubject of health, haa sot yet became ap parent. On of tha dlfflcultle with tha whole phyalcal culture and th letl movement haa been tha cre ation of outdoor fanatic, mara thon runner, hundred-mile pe- deatriana and etmtlar cnthnilaila who teller that tha road to health lie In the exceptional performance rather than In well- conducted and eultably regulated phyalcal activities. No donbt, tb 100-mll walker la a healthful peraon or h could not walk 100 mtlee. but tha average matt haa little occaalon to walk 100 mile and doe not need tha 100-mll equipment. Man. Ilk other domesticated animal, did not alwaya llv In door. Modern lnTeatlgationa In dicate that a certain amount of time outdoor la beneficial to health. But outdoor exercise to tb point of overfatigue, of Irri tating aunbarn. or ot undue ei- poiure to the elements la likely to do aa much harm at good. Varlona authorltlea bar sug geated th amount of muacular actlrity deelrable for peraon ot Tariona area. Hetherlngton of tha Cnlverelty ot California eug- gested four hours of muacular actlrity Vt the age ot t year, fit hour from T to . alx boura from t to 11, fit hour from 11 to 11, four bonra from 13 to IS, three hour from It to IS, and two hour dally from IS to :o aa aa tb proper amounta. Wllliama atatea that one hour thould be glren dally to actlTl tlea lnroltlng th ute ot the large musclea ot th body after 10 year of age, and that any thing leea than that will mult In phyalcal deterioration. Man thould not lire tor the mutrlea alone. Think ot Fandow! Think even of Bernarr Macfadden! But maybe aoma people want to be Sandowa or Macfaddene. Kxercie ha th value for th young of stimulating body growth. Swimming, walking, golf, horieback riding, fishing and gardening are r forma fo exercise suitable to all age. CompetltlT tports are available and useful up to the age ot 30 years ot age may do more dam age than good. Calisthenics, dally doxena and similar exer cise are valuable within Ilmltat lona, bnt our tendency la to be come exerclae fanatlca If we do not become fanatic about some thing else. Office Cat By Janlua Don't Ship Culls .'"THE reason that the manufacturer of breakfast foods can prepare and place a handfull of grain in a pretty package and sell it at a fancy price while the farmer who grew the grain suffers by reason of low price is that the manufacturer knows buying psychology. He offers the housewife something she wants packed in a fashion that appeals to her. His product arouses desire and the consuming public is willing to pay a good price for what it wants. The same thing applies to potatoes. If Klamath county feeds its culls to the sheep, hogs and cattle that need those culls for food and sells only its top grade potatoes properly sacked its growers will always have a market for their crops." This statement eminated from no less an authority than Georga J. Cannon of the agricultural department of the Great Northern Railway. Mr. Cannon has been in the potato business all his life and knows whereof he speaks. Here is another statement: "Never abuse the confi dence of the trade. Never sacrifice your grade. Klamath potatoes in common with a few other western potatoes bring premium "prices on the market That premium is the result of known quality, and once let the impres sion get about in the minds of the buyers that that qual ity is being impaired and the premium will disappear. Once gone it would take many years to rebuild." H. E. Drobish, secretary of the Pacific Northwest Potato Commission, is employed by the states of Wash ington, Idaho and Montana and the United States Depart ment of Agriculture to assist the potato growers of the northwest with statistical information on crop condi tions, markets, etc. His remarks as reported above should bear weight The development of the potato industry In this dis trict has an intresting history as traced by C. A. Hen derson, Klamath county agricultural agent the man, by the way, largely responsible for its development As an income producer for this county's growers it has devel oped from $60,000 in 1923 to $1,300,000 last year. Its importance can hardly be over-emphasized. Until about 15 years ago consumers were satisfied with a much lower grade potato than they now demand. These potatoes were irregular and the eyes were far back in the potato. Then came the development of the peeling ma chine now used by almost every large hotel and restau rant in the country. With the poorer potatoes the waste was very heavy, running often as high as fifty per cent. The new ( machinery demanded better quality and a standard size and shape. Finally it was discovered that the Netted Gem filled all requirements. The growers in Idaho and Washington began to reap a harvest of premium prices. Experimentation has proved that this variety can only be grown successfully in about one third of Idaho, one-third of Oregon, one-fourth of Wash ington and small portions of California, Wyoming, Mon tana, Colorado and Utah. Klamath county is located in one of these few favored pots. The eastern potatoes although close to the great eastern markets cannot compete with our own product The buyers will pay higher freight charges and a pre mium price besides to secure them. The small growing area seems to insure a reasonable price under all ordi nary conditions. Additionally is this county fortunate in another great market California and the Hawaiian Islands. We are almost equi-distant between the large cities of the south and the other growing areas. We can capitalize speedy delivery and freight differential. That market should be ours now and forever to come. Prices this year will probably be lower. They are governed as in all other industry by the buying power of the consuming public and the volume 'of ojtput .This year's volume of 361,000,000 bushels as against the 1930 coo of 343,000,000 bushels Bhows an increase in pro duction of 18,000,000 bushels. This surplus is not quite as bad as it appears at first glance, however, as 10,000, 000 bushels of the excess were in the form of early potatoes already absorbed by the market With the market soft by reason of lowered buying power and a surplus of 8,000,000 bushels over last year probabilities are that prices will not be as high as previously. Crop conditions in the eleven western producing states have been bad this year. Production dropped 15,000,000 bushels as against last year. Only fifteen per cent of ch.wkl sponsors tripd silk ... ,,, , , . , , , . . ! scarfs to go with the smartest fall the total crop will be produced in these states as against i clothes. Th model sketched it of twenty-one per cent last year. Premiums for our Klam-j natural nb?o wn" ' Vnd yli?" w am potatoes ana ior muse oi our Bister states win ue higher in all probability than in recent years. Whether the increased premiums will offset the general market drop and insure to our growers a price commensurate with last year is problematical. Klamath county showed a potato acreage Increase this year of thirty-five per cent. Unusual weather con ditions have handicapped the growers and it is doubtful if the average yield will bo much over 100 sacks per acre as compared with the 160 sacks average of last season. All of this Information indicates only, one thing: that you can tell them together. . . . Th mora Ignorant aha la of everything lo, the betler pnated a gottlp Is on domestic attain of everybody In the neighborhood. e e e Reynold Worry keep mt thin. Jenklna Joke, what on earth have you got to worry aboatf Reynold I worry about get ting stout. a e e Barber Your balr Is very dry and harsh. Sir. Voice-Culture Expert So la your voire, but didn't Ilk to mention It. e e e Hood I went to a spiritualist yesterday. Fankbonar Any good? Hood Oh, Jutt medium, e e Night Club Sport (staggering out at 3 a. m.) Holy amoke. what la that strange amell around here? Doorman (courteously) That air, la fresh air. In Earlier Days Prom the File ot th avian tb Falla Herald HrpiMabrr SI. 11.1 Th steamers Kagl and Modoc operated on I'pper Klamath lake by Wlrketrom and unneman, were destroyed at their mooring last night The loaa la estimated at about 11,000. In order to acquaint himself with the sections tapped by a number of survey mad by bis company, E. K. Calvin, vice presi dent ot the Southern Pacific com pany, motored her Saturday from 8usnvllle, accompanied by J. C. Christie. It you had planned a big duck bunt In the upper end ot upper lake, and had started out with everything fin and dandy and had reached a point a few miles beyond Eagle Ridge by 3 o'clock In the morning, and then have the fly wheel fly off and "butt up" tha engine ot your launch and yon'd drift Into the tule. hidden from the alght ot paaslng boate and had to atay there un til after dark that night, wouldn't It PEEVE yon? That la lust what happened to Everett Hardenbrook, Willie Ritchie. Jack Bath and Arthur (Whitey) Helmer. They remained In the tales until a boat waa sent out by Eagle Rldga In response to th unusual bombardment that rent th night air. John Houston. Jr., waa on tha street today after a aiege of ton sllltls. , SIDE GLANCES By George Clark yjOs t &s ? t- v "' UtV-tAtS 'I 1.! ST tft.Vl..ll "Boa, may I alt down close to the' mike thla evening? My girl promlaed to tnn In on our program." Quotations GUILTY LIPS By LAURA LOU BROOKMAN They call n aalllng vessel "she," not because her rlzglng la ao expensive, suggests th of fice boy. but because aha make her best showing In th wind. . . . There may not ba much In a name, but aoma same have an nwful lot ot name In tbem. . . . It fnrtuntta for the aver age man that he doesn't ' know hilt th thing be would like to know. . . Unavoidable poetry ia th kind folka pay to have printed. . . . We can't recall ever having heard a soprano singing In such a way that her words could be understood. But then, we never remember feel ing that It made much differ ence. . Even If yon can't tell a mother and her daughter apart nowaday there Is little It It i striking fact, though seemingly little recognised, that tha death -rat In th United State hit been barely holding It own since 1!0, In spite ot all the advancea In sanitation, surgery and medicine that have taken place. Henry Pratt alr- chlld. In Survey Graphic. e e e The small town which wants more industries must dresa up J. 8, Blue, of American laa and 'Electric Company, In Na tion's Business. . e e e If the president would talk at hla presa conferences aa I do at mine he would not have any trouble. Secretary of War Hur ley. e A country Is Ilk an Individual. It can not keep In a solvent posi tion forever It expenditures ex ceed Income. Philip Snowden. e e e III probably live 10 yeara longer. Thomas A. Edison, Tips on Keeping Up-to-Date BT ALICIA HART stripe. Surely the choice ot n vanity cane merits thoughtful attention. Tha trifle carried In your purs or handbag hat terrific responsi bilities. No matter how perfect ly groomed you may be when yon sot out tor a day at th office, long ahopplng trip, or a social en gagement, It is on the vanity ease you must rely to keep that fresh, attractive appearance. That la why It It to foolish to select a vnnltv rase because of the shape or ahtde of the box. School metis manuUcturars, girls, however, are not the only onea who make this mistake. Everything about your vanity case must be exactly right. If you use rachel powder at your dress ing table, then be sure yon bare rachel powder In the vanity. And th ahade of the two mutt be Identical. Th rouge, too, must be the earn, at that which yon ute at home. New vanity case tnat are mar- vela of compact efficiency are on the market. You can, of course. secure them with lipstick Included In tha case. One of the smartest, which la oblong in ahape, has two generous compartmenla at large at the case Itself for souge and powder, Th two are eeparaisa by a metal mlrrtr. The Idea In designing th new vanity cases teems to ba to got aa large an amount at possible of the cosmetics into very small space. It you use paste rouge, whlrh It equally suitable for cheeks and lips, then a vanity case containing only powder la all you need In addition to your rouge, i'att rouge comet In tube form at well aa In the uaual amsll round boxes. Loose powder casea hav been vastly Improved. Many women prefer Ihom because there It no question about matching th com pact powder with that on the dressing tthlt. Both coma from the earn box. Th device to tlft Out the powder at It la required vary, but all of the new onos are good. The next time you need to re plenish your vanity caae, Instead of calling for a refill look over the new case on the counter. You may find on which you Ilk much better. They're clever, these cot- CHAPTER XXVIII Johnson bad risen. Ha seemed delighted that hla mission had been a eucreea. Before Mark could Interrupt th men waa gone. The food Johnson had ordered re mained untouched on th counter. Mark frowned. Her wu a sit uation Indeed! Johnson had rush ed away asaumlng Mark waa com mitting himself when la actuality he had done nothing of the tort. "I don't hav to go," Mark told himself. "I don't have to go Jutt because Johnson thinkt 1 will. Now, what in tha world la dad up to? Does he really mean It, I wonder.?" Complete turrender on th part of T. M. Travera seemed too much to expect. Yet hit father had aent for him. There waa consolation In that thought. If Mark went It would be euute hla father had made the first move toward re conciliation. That waa Indeed a triumph! "And If I dont go." cam tha after-thought, "old Johnson will probably get hades!" .Mark lunched with the problem still unsettled. He thought of It repeatedly throughout the after noon. At 6:45 he waa standing In hla father luxuriously carpeted private office. "Yon mean," Mark aald, slow ly, "that you'll do all that? You really mean It?" Th alder Trarers leaned back la hla deak chair. "I will. That, and mora! I am only aaklng you to meet my term, and her they re !' Travera eyed his son lavelly. "When I make a bargain," he b gln, "I expect fair return for my money. Otherwise I'm not Inter ested. And it you agree to what I'm auggeatlng I'll expect yon to keep that agreement aa rigidly as any business contract." "Let'a hear those terms yon mentioned." "All right. Iter they are. You are to return to employment In this organisation on exactly aa an equal footing with other em ployes. Your aalsry will ba on a fixed batia of your work. If at th end ot a year I am convinced you bav In you th making ot a real business man yon will com Into the company at a junior offi cer, with a certain amount of stork to your credit. It will be a year ot bard work, possibly In half a dosen different depart ments. I will Issue strict orders no favora are to b shown you be cause yon happen to bear my name. Well what do yon think ot It. "Father! Yon honestly mean this?" "Wonld I be sitting here wast ing hour when I might be much mora comfortable at bom If I didn't mean It?" Emotion he could not find words for overwhelmed Mark Travera. He flushed, "(lee, Dad. that' that's whit ot you I" h exclaimed. "I want to tell you I've been aorry a good many times for tb things I aald that night I didn't mean what I aald I"' "No? Then forget It! I've aald things I didn't mean and been aor ry about them. Forget it, mart. It's been hard on your mother, though, to bava yon away." "I know. I'm aorry for that, too. Oh. Oad I'll tak you up on thla thing! I'll show you I csn msk good, tool You'll e that I'v changed about a lot ot thing!" Th alder Travera was on hit feat, hand outstretched. He took Mark's ban In his and shook It firmly. "Then It's agreed." h said. When can yon atart? " "Why why almost any time. I'll tell them I'm quitting tomor row at Rlostomdale'a." The red of his cheeks deepened. "You knew, I suppose, that's where I've been." . The answer wss a grunt that might hav been Interpreted, "Heard something of tha tort." "Dad!"' Mark exclaimed Jubi lantly. "Ota, I can't believe tills haa happened! I don't know what to say to you. It' It's wonder full" e e If the elder Trareaa were equal ly moved ha restrained all signs cf It, "So It's settled, then," he said, stepping hack and heaving a sigh of satisfaction. "Remem ber those terms on yr with out favora, unquestioning obedi ence to superiors and hard work." "I'll how you, Had!" Mark was fj-lunlng broadly, "Those terms why, they're nothing at all! I'll show you!" "Klne. By the war." (the fath er eye narrowed ellxhlly as he spoke i "your first job will be something a little out of the ordi nary. Not at all unpleasant. I hope. ITe a llttl pier of special work I want vou to do lor me " "What la It?" "Sit down." Traver dropped to his dek chair, waved the young man to one beald It. "I told you If you asreed to my terms ,11 would mean a year of hard work. You've already agreed. Today's Wednesday. Isn't It. Tell them at Bloseomdale'a you're quitting Sat urday. Monday you can begin her. Then Tuesday at midnight yon tall for Liverpool." "Dad!" Travera waa nodding. "Tues day at mltlnlght." ho repeated. "You have your passport, haven't you?" I'll hav everything else arranged. Monday you'll be In Liverpool ' "But what on earth ?" Mark cut In. "1 don't know what you're talking about!" "No. Hut I'm going to tell you. Promised to obey Instructions. didn't you? promised to tackle I father went on evenly. any job without favoritism! This first assignment, aa I aald, la a little unusual. I hop It Isn't go ing to prov difficult. Now here's what I'm getting at !" The father paused long enough to tourh a match to hla cigar. "I aent Johnson to tell yon to come bar today for two reasons," be continued. "One, because, well, you're the only son your mother and I hav. Maybe I seem a harsh man sometimes. I'm not so hsd Inside. Anyhow your tool It er and I need yuu. Mark. That's one reason. Th other Is this busi ness In Spain. ' "You remember maybe you don't though that Jules was III this country for a Mpanlsh roppnr mlnlng concern when Alicia met iilm? Looking for American cap ital. Well, h persuaded me to go Into tha thing rather heavily. That tt two yean ago. lining ou three, uow, ami It's a bitter lose every yaar. It'a com to tha place where I've got to know wliat'a going on" e Mark had bees following th words wide-eyed. "Hill, Dad, 1 don't know anything about copper milling!" "No. You don't. It Isn't going to be necessary. I'v got a mau who knows all about It going over nest "month. You see. Mark, I ran atand tha loss. They come aud we lake them and light It out on eoiiie other Hue, I can stand Ihe loss. What I'm sending you over there tor Is to find out Just how much Jules Is In on tills business. I want to know If the deal Is tqutr. It It Is we go on with It and tight. It Allcla'a hua band. In tplte of hla hlth-sound-lug titles. Is Just another forelsn crook I want to know thai, loo." "You'll go over there ahead of Moffel, the euglneer. There'a been nothing aald or done as yet to arous suspicion. That'a why Ihe trip must be made at this time. And you're Ihe one to msk It. Don't you see I can't aond an ordinary employe over there and I c i hint what's In my mind about my own son-in-law? Besides, you can go about with Jules aa no em ploye could" "It'a a spying Job you're asking me to undertake, la II?" "Now wall a minute! Not to hot-headed. It'a nothing on earth but a straight buslnena deal. 1 a ant you to go to Krttire f"r thre weeks, drop over t this mine end hav a look at It, g t" see Jules and Alicia and make cer tain Inqulrlea about Jules. It's a thing that'a don every day In businees. A nian has to know his associate are koneat. If they're dlnrionest, h has lu oul-smnrt them. Well, that's a very brief outline. We'll go over the whole thing In detail luter. You're work ing (or me on thla Job, Mark. I'l rectlv under my orders, and no on eUe!" .Mark niet his glanre. "No tf-e to pretend what It's ell shout.'! he said, "but I'll try to do what you want. How long will 1 be abroad?" "That depends. Ought to make Ihe trip, 1 should av. In a month or five weeka. We'll aee how II works out." The young man wat smiling. "Well, a month In Franc Is cer tainly, no hardship. He-able to stop over a day or so In Paris, will 1?" Say I'll get a kick out of showing Norma Paris." The Hither pursed his llpt. "Cer tainly you cm tpend a day or two In parts. Matter of fact, on Ihe surface this Journey Is to appear a picture trip. You're to do all Ihe Ihlnts you would If you wrr on vacation. Julet and Alicia will aeauni that'a why you r there On this other matter of taking r Norma wull, I'm afraid that'a out ot the question." "Hut. Dad?" "It will he better for you." hla nd also for your wife If you make this trip alone. In the first place, though you r to teem to b on pleasure trip, you will really be working. It'a conviction of mine that a man rau't keep hla mind on buslneas when he's traveling Willi bla wife. Arbitrary ruling of the company. It I let yon take Norma along It would be favoritism and I told you there waa to be none. On the other hand, she ran be more comfortable here We'll tee that everything It don for her. It would plnate your mother If ths'd com to th house slid stay with us while yoti'r gnu. When this year a ended, aud ynti'v proven ou know' how to work If you do- you and she can lake a thre or tons months' trip abrosd, and do It properly." . e Mark said slowly. "I bale to leav her, but, as you Bay, It may ha heal. Five weeks It a long time, though " "Why, (lv weekt Is nothing! Well lo you think you under stand your (Irst asalsiiinenl?" "Knouth to say I'll tackle It. I'll be tied up at Ihe ator until Haturday, of course. When will you so over tli wltol thing with mo?" "On Monday, .Mntiday morn ing. Hv Ihe way, your mother and I would Ilk to hav you and Nor ma cum to dinner Hunday even ing." Murk's eyes brightened. "Fine!" he said. "Hy lleorte do you know what time It't getting lo be? Look at that clock!" Th dial of Ihe handtnm bmnse timepiece on the hook sacs Inilli aled II was after S:JU. "Norma'll ha phoning th po lice!" Mark esplalned. "I'd bet ler call her right y." II pick up th telephone from bla teth er's desk aud gav th number. Presently he was saying Into tha mouthpiece, "I'm on my way home. Norma. Kverylhing'e O K. (lot a lot In tell yon. No, It will have lo wait until I get there. It's good news, though. Wonderful! bee you In half an hour, "live!" The elder Travera was standing, hat and overcoat an. "Ilarvey'e downstairs with Ihe car." he an nounced. "Hun you out?" "Thanks. It'll be a big favor." On the threshold Just befor they left th room Mark turned and clapped a hand on hla lath, ed't arm. "Dad." ha said, fum bling for th words, "I wish t could tell you how I apprclt all this " "That'a all right!" Th Interview was ended. Th pair sauntered doan the corridor to Ihe elevator car. Throughout Ihe drlt lo tha east side apart ment their talk was ot Irrelevant suhlects. Th big llmoualu paused long enough for Msrk lo step to th sidewalk, the darted awav. Thir ty minute later F. M. Travr was relinquishing his hat and roat to a servant, "Where's Mrs. Trevert?" he asked. "I think she's In her room, air. She said dinner would be at J: J" " "Yes, of course " Travera mounted the stslrs heavily. II was not unusually stout, rather well built for on of hla years, but he had worked hard hla Hf and moved customarily aa though h was tired Before a door at th head of th ttalra he paused and knock ed. A voire Inside called, "Who la It?" "It'a I Frank." "Come In, dear." Travera opened tha door. Ilia wife. In a low-cut gown ot gray lace, turned from th dressing ta ble and ram toward him. "Oh. Frank " th cried." did you teo him?" Her husband nodded. Ha placed a matler-of-faci klsa ou her forehead. "I did." he an nounced.' "Everything' settled' Hc'a leaving Mondty night!" Mrs. Travera raised anxloua gray eyea. "And the girl ? aha asked. "The girl!" Travert repeal' d with au unpleasant smll. "She'll be gone In a week!" (To Be Continued) Th United Slates ranks tub among nations ot th world la maternity rasa mortality. m sswsaVtassasitsl 8 T A IV Is If Y R i: son rreaHimi, J. Waller Tfctin Company ' iKflufM that t had on apprtciatitMi of iht vttut f tha A. B C. until w ttarttd wot k in cuntn hrt ore. Itttena ar not audit. It t dinSculi for anytxtt in thta CMtnirr to rvalix what tht abtetru ef audntd Afurtfl ntiM in additional outlar of tintf, work, and money, la mtny enVrt in ottWr countrtr it hat tain n our orfaniiav ban literally timotha of inwrttiva advanca work aoirly am tha oroblma of airulatKMi, MMt of th ir.ormatMm e taiftfd undr thrat difKulutt, had then bttn an A. B. C would havt been inaiantly available. "To thror tint toau mutt b added the rMttnuinf coat of kerninf drnbtKMi data vp to date. Ml think it can bt aafr It tatd that tha A. B. C. U ena o tha eutitatkdinf lucceaaful eo-opcratira undf rtakirvgt of iha ItMraiton. G E O R (i i : R A It S O Would you picture for yourself American adver tising ti it existed two decades tao? Follow bininess, then, as it socks the markets of the world. Survey with men in American "advertising agencies, the held of media in Britain, on tho Continent, in South Amer ica, in the Far East. There, in circulation claims, chaos still prevails. F.xpensive researchamd constant viailance ar needed in buying space. Advertising must surmount a needless hurdie-an obstacle which in this country has btm removed forever.- Facing the same conditions under which advertising still struggles in other lands, American advertising sixteen years ago demanded a change. The regulatory force ctme from within. Advertisers, advertising agen. ties and publishers joined in founding the Audit Bureau of Circulations. ' Everybody todsy knows the plainly printed reports of the A. B. C. They cover almost every important publication. They are packed with facts which the wise buyer of space takes pains to heed. Men who seek the last dollar of value in their adver tising budgets sre not content with figtiret on ptid circulation only. They tesrch out the whole story, ss told in the complete A. B. C. reports. And therein they find the gauge to tnie values in the selection of sd vertiting medis, the means to make an appropriation ntrrrlmr mf.ltrtim Chicago Office, J. M alter Thome-eon ('eaajeawr "Perhspt any ihost of ui ho hive bete buying sdvtrrit. 1st ipscs fee a time ws hsvs to mcsiurr ia dxsdcs, csn fully spprtcists the grest Job tht A. B. C. hss does. Aed lu work it jutt ss Mceusry now st it ever wss in the pett, "I thi the current trend of butmnl rtquirts us s'l I gi vs more detsiled study thin ever before to setttsl A. B. C Audit Reports snd Publiiher't Stilcments, To spprsiie the circulition of s publicstioa Intelligently, we muit know the dittribuiion, circulstion method,, subscription prices . snd other (sets thl art relisbly hon only la the repot II ef the Burcsu. yield the results thst modem business demtndt, Only paid circulation la productive to t.te advortlsor. Huy known value. Th Kvenlng Herald and Klnmalh News ar members of the A. H, C. - s An ndrertlsement by the AUDIT It V R E A V OF C I R O V v i Emntitt Qfftu see Uu(& h ax i o it a
