anaheim-gazette 1924-11-06

DOLLAARS AND SENSE The careless "give 'em anything" merchant and the happy-go-lucky, "take anything" buyer of yesterday are disappearing from the avenues of modern business. Today's rapidly developing attitude of careful selection on the part of shoppers everywhere is being reflected in the need for more scientific management of the stores. The successful retailer of tomorrow must substitute knowledge for guesswork in judging sales area and demand, according to the Domestic Commerce Division of the Department of Commerce in "Measuring a Retail Market," the third pamphlet in a series prepared at the suggestion of important retail organizations for the benefit of the store trade generally. Just as the manufacturer and the banker have realized the importance of research in their management problems, so may the retail merchant benefit by a study of his problems with a more analytical mind and in the light of facts scientifically gathered, the Division suggests. "Since the purpose of any retail business is to sell merchandise, thereby making sufficient profit to compensate for the energy and capital expended, it seems only logical that the merchant should desire to obtain all the information possible relative to his market." "The chief function of the merchant is to supply the customers' demand and the retailer can perform this service most adequately if he makes a quantitative analysis of the market and a qualitative analysis of the consumer's demands. Such sales researches serve as guides to the possibilities of the future and are of value to the prospective merchant in choosing his field, as well as to the established merchant in pointing the way. In planning to enter a new field the districts, and is worthy of careful study. The number of farmers who own the land they till, the number of renters, and the average size of their families are a few of the important things to look into in considering a farming community. Condition of the soil and climate, facilities for reaching the market, distance of haul, and ravages of insects influence the farmer's pocket book. Among other subjects discussed in the pamphlet in their bearing on retailing are "Diversification of Industries-Classification of Factories; The Neighborhood Purchasing Power; Labor Situation; Daily Living Habits; Considerations Affecting Farmers; Competition; and Limiting Factors of the Markets. The data presented were gathered directly from prominent retailers all over the country. The pamphlet represents the co-ordination opinions sive retail agent approach to the Domestic vision. The pamphlet informs Bulletin a Retail training to the Merce Bureau of Commerce application from offices of the B Domestic Comm. MOTORISTS M California moved to present ownership in reliable licenses for white certificates. Who owns them? More than 67,000 stock railway. Several thousand All have a voice in Every Southwest investor shows thus get a valuable interest in that section. Let it be Yours, The Santa Fe operates in thirteen states and in these states there reside 7,635 of its stock holders. While this is almost the largest number on record, it is slightly below the year before. We should be very glad to see those residing along the Santa Fe Lines become much more generally interested in its stock "The chief function of the merchant is to supply the customers' demand and the retailer can perform this service most adequately if he makes a quantitative analysis of the market and a qualitative analysis of the consumer's demands. Such sales researches serve as guides to the possibilities of the future and are of value to the prospective merchant in choosing his field, as well as to the established merchant in pointing the way. In planning to enter a new field the retailer may find, by a careful analysis that his prospective market does not reflect such favorable circumstances as a cursory examination appeared to reveal. He may be saved from embarking upon the enterprise, preventing subsequent failure and much loss to society of wasted effort and capital." The campaign should be visualized in its entirety, according to a chapter devoted to "Preliminary Analysis." It is beyond the hope of anyone to know all possible facts regarding a particular market, so the only logical course for an organization desiring to try out market on a small scale is to allot in advance a definite amount of time and money for the survey and then keep to the schedule as far as practicable. Commenting on the arbitrary indications of some of the writers that the average city should draw from an outside territory that embraces a population equal to 40 per cent of itself the opinion is advanced that many conditions determine the extent of the city's trading territory. Of the more important factors in this respect are those geographical conditions playing their part in freeing a city from outside competition or in handicapping it in the race for trade. Merchandising methods, extraordinarily fair and comprehensive, have enabled some cities to include in their trade territory outlying districts whose population was equal to 75 per cent of that of the original city. One can not emphasize too strongly the importance of efficient merchandising policies when an effort is being made to measure and ascertain a potential market. The utility of population statistics in retailing is fully discussed. These are easy to obtain, and while not providing specific answers to all questions raised by retailers, nevertheless furnish a desirable background of valuable basic facts which may be used Every Southwest investor should thus get a valuable interest in that section. Let it be Yours, The Santa Fe operates in thirteen states and in these states there reside 7,635 of its stockholders. While this is almost the largest number on record, it is slightly below the year before. We should be very glad to see those residing along the Santa Fe Lines become much more generally interested in its stock although both the common and preferential shares give a smaller return than many other investments promise. The high price is a served tribute to the property. Every investor in the Southwest might well buy one more share in the Santa Fe. At the beginning of this year, the ownership of the Santa Fe was divided among 67,118 stockholders with an average of 53 shares apiece. Twelve months before they were 64,643 stockholders, averaging 55 shares apiece. The number of stockholders has increased steadily for many years and the average holdings decreased, resulting in ever-widening distribution of ownership. Among the stockholders are found: Women...30,30 Men...30,90 This joint enterprise of a great body of stockholders. Why then should any faction supporting the railroads as taxpayers? that of the original city. One can not emphasize too strongly the importance of efficient merchandising policies when an effort is being made to measure and ascertain a potential market. The utility of population statistics in retailing is fully discussed. These are easy to obtain, and while not providing specific answers to all questions raised by retailers, nevertheless furnish a desirable background of valuable basic facts which may be used in connection with more specific information obtained by direct contact with the market. Age and sex distribution are important, particularly to certain distributors. For example, the growing influence of children in the purchases of parents has led to the sending of appeals to the "little folks" as an effective approach to the family purse. Liberality in spending on the part of gold miners compared with the more careful buying of coal miners is used as evidence of the need of studying the habits of the people. Because the Germans are noted as a thrifty race, any store catering to trade dominated by that nationality must offer dependable, staple merchandise at reasonable prices. The Frenchman's love of dress is well known, and so it is with practically all the store's customers. "In times of strikes a great financial burden has often been carried by the merchant through the extension of credit and the situation in regard to periodic strikes should be of interest to any retailer who sells to laborers," the pamphlet says in the section devoted to "Aspects of Labor Situation." Home ownership usually means permanence; it is indicative of the prosperity of the community, particularly in smaller towns and suburban dis- On State Street, in Chicago, is a large sign bearing the one word "Radio." The owner, Tom Anderson, is a man to be envied. He overcome obstacles that were well nigh insurmountable. Thirty-seven years ago when Tom was three months old he buy paralyzed from head to foot, in a squall soap box bed. His home was in the cellar of a ramshackle house in Lansing, Michigan. His father had died of diarthria and his mother, a consumptive, was barely able to make ends meet by taking in odd jobs at scrubbing. A doctor said that the paralysis might pass but that the boy would be a cripple and feeble minded if he lived. Three months later a pail of boiling tally spilled over mother died. Orphan asylum a City Hospital Six years last saw him in him. Whole old he took. A year later about on crucible eleven years principally learned to re his spare time he spent in s on the day make his own was thorough subject. owns the Santa Fe? than 67,000 stockholders own this great several thousand live in the states it traverses. have a voice in its management/ Invest investor should buy a share in the Santa Fe and reduable interest in an institution that helps build up Let it be Yours, in ownership as well as in service. Fiduciaries ... 2,777 Insurance Companies ... 114 Religious Organizations ... 91 Hospitals and Charitable Institutions ... 115 Educational and Scientific Institutions ... 109 Banks and Trust Companies ... 251 Estates ... 1,095 Various Others ... 1,265 they were issued. If we renew on the certificate of registration we will immediately have to begin the issuance of new certificates of ownership. While our new system may be somewhat confusing to those accustomed to presenting the certificates of registration we believe that with a little cooperation between the registered owners and the finance companies and dealers holding the pink certificates of ownership renewals can be handled expeditiously and efficiently." The division will begin receiving applications for license renewals through the malls about December 15th. Even if you think the world has gone to the dogs, you are not going to bring it back by barking. J. C.Osher, D.D.S., M.D PHYSICIAN AND SURGEON EYE, EAR, NOSE AND THROAT-ORAL SURGERY—GLASSES FITTED IN THE SUPERIOR COURT In and For the County of Orange, State of California Sale Under Foreclosure of Mortgage W. H. Beazley and Marie M. Beasley, his wife, vs. lstratrix of Estate of W. Z. Gore, De-Porter and Dorothy Porter, his wife, Rufus Porter and Z. G.-Porter, his wife, Lloyd M. Porter, a single man, H. A. Gaddie and Mary Gaddie, his wife, Jane D Holt and John Holt, her husband, Paul J. Saxer and Mary Saxer, his wife, John Doe, et al. Defendants. Under and by virtue of a decree of Invest investor should buy a share in the Santa Fe and valuable interest in an institution that helps build up Let it be Yours, in ownership as well as in service. Rates in thirteen states and reside 7,635 of its stock is almost the largest numbly below the year be very glad to see those Santa Fe Lines become fully interested in its stock, common and preferred return than many other. The high price is a depreciated property. Every investor might well buy one or the Santa Fe. Of this year, the owner-a Fe was divided among with an average of 53.1 twelve months before there stockholders, averaging 55.4 number of stockholders till for many years and the decreased, resulting in distribution of ownership. Stockholders are found: 30,370 30,931 Since the organization of the present company in 1895 it has not failed in any year to earn its full interest, nor since dividends have been declared to earn them in full. The Preferred Stock dividends are limited to 5%. The first payment was made in 1898 at 1% and in 1900 full payments of 5% were begun and have been maintained for the ensuing 25 years without interruption. Common dividends were begun in 1901 at 3½% and have been maintained steadily since that date with gradual increases, 6% having been paid since 1909. For the railroads, as a whole, the records of the Interstate Commerce Commission show that at the close of 1923 there were 807,524 stockholders, or 30,392 more than the preceding year. The average dividends on the outstanding stock amounted to $4.03 per share. Rise of a great body of our citizens is open to all to participate in as they then should any favor government ownership and the certainty of roads as taxpayers? W. B. STOREY, President The Atchison, Topeka and Santa Fe Railway System Fiduciaries ... 2,777 Insurance Companies ... 114 Religious Organizations ... 91 Hospitals and Charitable Institutions ... 115 Educational and Scientific Institutions ... 109 Banks and Trust Companies ... 251 Estates ... 1,095 Various Others ... 1,265 Sale Under Foreclosure of Mortgage W. H. Beazley and Marie M. Beasley, his wife, Plaintiffs, Istratrix of Estate of W. Z. Gore, De-Porter and Dorothy Porter, his wife, Rufus Porter and Z. G.-Porter, his wife, Lloyd M. Porter, a single man, H. A. Gaddle and Mary Gaddle, his wife, Jane D Holt and John Holt, her husband, Paul J. Saxer and Mary Saxer, his wife, John Doe, et al. Defendanta. Under and by virtue of a decree of foreclosure and order of sale duly made and entered in the Superior Court of the County of Orange, State of California, on the 16th day of September, A.D., 1924 and a Writ of Execution for the enforcement of judgment requiring sale of property under foreclosure of Mortgage issued out of the said superior court on the 16th day of September, A.D., 1924, in the above entitled action in favor of W.H. Beazley and Marie M. Beasley, his wife, plaintiffs and against Montez A. Gore, widow of W. Z. Gore, Deceased et al., Defendants, a copy of which said decree of foreclosure duly attempted under the seal of the said Superior Court on the 1st day of October A.D., 1924 and to me delivered on the same day, together with the said writ annexed thereto, whereby I am commanded to sell at public auction for cash in lawful money of the United States, the following and in said de- HAVE A GOOD TIME FOLKS YES, WE WILL CURLY • WE ARE GOING TO A FUNERAL NEED NOT FAIL Chicago, is a one word Tom Anderenvied. He was well Thirty-seven was three analyzed from old soap box on the cellar in Lansing, had died of her, a con- able to make odd jobs at the paralysis boy would be minded if this later a pail of boiling water was accidentally spilled on him. That year his mother died. Tom was sent to an orphan asylum, then transferred to a City Hospital to die. Six years later a visiting specialist saw him and took an interest in him. When Tom was ten years old he took his first step. A year later and, able to hobble about on crutches, he was returned to the orphanage. During the eleven years that followed and principally by his own efforts he learned to read and write. All of his spare time during those years he spent in studying electricity and on the day he left the home to make his own way in the world was thoroughly subject. Five years later he had saved enough money to open a small electrical shop on Dearborne street. When Tom was thirty his attention was directed to radio. During the next three years he perfected a new type of transformer and coil and began to manufacture sets of popular and delicate design. His business flourished and today he employs seven clerks and does an annual net business of nearly $49,000. He owns an apart- house, a home in the country and two expensive automobiles. JOE WAGNER 120 N. Los Angeles St. Phone 368, Anaheim DELINQUENT NOTICE Office of the Anaheim Eucalyptus Water Company, Anaheim, Orange County, California. Notice. There is delinquent upon the following described stock, on account of assessment No. 17, levied on the 7th day of July, 1924, the several amounts set opposite the names of the respective shareholders as follows: Cert. No. of Amt No. Shares Dues Andrew F. Tolty ... 24 1 $3.00 E. F. Wickersheim ... 422 1 2.00 Ben Baxter ... 147 2½ 7.50 Roscoe C. Sawyer ... 387 10 20.00 Albert O. and Gertrude E. Nelson ... 402 5 15.00 I. J. and Kate Owens ... 424-428 5 15.00 And in accordance with law and order of the Board of Directors, made on said 7th day of July, 1924, so many shares of each parcel of said stock as may be necessary will be sold at the office of the Anaheim Eucalyptus Water Company, Anaheim, Orange County California, on the 8th day of September 1924 at the hour of 8 o'clock p.m. of said day to pay the delinquent assessment thereon, together with the costs and advertising expense of sale. Anaheim Eucalyptus Water Co. M. E. BEEBE Secretary. 3T-8-21-3t Aren't Folks Funny? Mrs. Brown thinks Mrs. Smith is "old fashioned." She's right—for Mrs. Smith insists on baking her own bread. "She could get good bread at the bakery and save all that time and work," says Mrs. Brown. And then Mrs. Brown turns right around and does her own washing—and she could "get good washing" from the laundry and "save all that time and work." Aren't folks funny? Our Wet Wash service washes everything fresh and clean, at a very low cost per pound. Wm. Gilmore, Anaheim Agent, Phone 129 Mrs. Brown thinks Mrs. Smith is "old fashioned." She's right—for Mrs. Smith insists on baking her own bread. "She could get good bread at the bakery and save all that time and work," says Mrs. Brown. And then Mrs. Brown turns right around and oes her own washing—and she could "get good washing" from the laundry and "save all that time and work." Aren't folks funny? Our Wet Wash service washes everything fresh and clean, at a very low cost per pound. Wm. Gilmore, Anaheim Agent, Phone 129 THE SANITARY LAUNDRY 225 West W. Cleaver, Prop. Santa Fe Ave. FULLERTON 26 Orange County Business College SANTA ANA, CALIFORNIA The school that makes you self-reliant. Our thirty years should allay all fears. Fall term now going—day school, night school. Students received any school day or school evening. Positions for all graduates. Phone, write or call for full particulars. J. W McCormac, President. Atwood Home Tract A Beautiful New Development of Richfield Richfield main line S. F. Railroad, two main artery boulevards, water acre tracts, gas, lights, water and streets. Adjato $100,000 graded school, store, shops, garage, etc. or transit service, good train service to Los Angeles other cities. All prices far below real value. Seeing is believing one of our agents to show you this property E. WAGNER N. Los Angeles St. e 368, Anaheim C. E. McFADDEN Phone 25-W Placentia