anaheim-gazette 1929-07-04

THE TOWN DOCTOR (The Doctor of Towns) SAYS If I were president of a service club or a chamber of commerce in a town of from two to two hundred thousand population, I would, one week, invite all of the gasoline station attendants to luncheon, the next week, all of the hotel clerks, the next the soda fountain and drag store clerks, and the next week. I'd have an evening meeting and invite all the waitresses, waiters and restaurant owners. At these meetings I'd have some well liked and popular man who had a lot of humor, snap and pep in his makeup, give a booster talk on our town. Not a lot of undue praise, nor an oration on "Our Home Town," but straight from the shoulder calling a spade a spade. I'd sell those men and women on why they should sell everybody with whom they come in contact on what the town offered, what it needed, and I'd show them why they should do it for their own pocketbooks, as well as the town in general. I'd see to it that facts and figures were placed in their minds and hands that would make it possible for them to put up a real sales talk. Among other things, this would include the growth of the town in the last five years and why, population of trade zone and the income derived from the trade zone, historical facts, high lights of interest and industries. If the town had anything that no other town had, I'd see that these people had all the details. In other words, I'd start right now to place in the hands of those who come in contact with the potential customers of the town, sales ammunition to SELL the town. These people are the logical people to start with and through them thousands of dollars can be made for every merchant. Every day there is a constant flow of gold dollars going through your city but no town can expect to get an even break unless they ask for it. "You can't sell 'em, if you don't tell 'em," is as true in town selling as it is in the promotion of any product. Copyright, 1929, A. D. Stone. Reproduction prohibited in whole or in part. This Town Doctor article is published by The Gazette in co-operation with the Anaheim Lions club. Explains Marketing Of Citrus Fruit Advertising Manager of California Fruit Exchange Gives Some Facts By W. B. GEISSINGER The west is primarily agricultural. More than 50 per cent of the fruit and vegetable traffic moved in interstate commerce last year originated west of the Mississippi river. California is the third ranking state plies practically 67 per cent of the total quantity of oranges consumed in this country. Florida supplies 32 per cent, Alabama, Arizona, Louisiana, Mississippi and Texas supply the balance of 1 per cent. The territory east of the Mississippi river and north of the Ohio river today consumes approximately 73 per cent of the total oranges eaten in this country. This state now supplies about 92 per cent of the lemons consumed in the United States, the balance being of Italian origin. It is not a far cry from the year 1907 when the first test newspaper campaign on Sunkist oranges was conducted in Des Moines, Iowa, incurring the hazardous investment, as it was then considered, of 6,000 to the current war on waste ing industry has been generally appreciated tional development Dr. John R. Mohler States Department ed recently. "It is realized that the lives been waging a small But it is true, never. By eradication of losis, by the swine-by active control of sites as Texas-few worms in sheep, and internal parasites of stock industry of the notable savings labor required to marketable age. Here animals free of parasite rapidly and make more feed they eat. Well and clean in part of its food good further the multiplication able boarders. In another direction been highly significant breeding animals and adapted to the purpose intended. We know bred beef animal has a beef-producing ability average, turn a given into more pounds of quality of beef than weimal with a mixed lion are now breeding pig proportion of lean meat proportion of lard that demands that type of eration ago, because we are breeding dairy heritance of higher milk production, poultry strains, sheep that produces times as much wool as than the stock from been derived by select. In the livestock industry Mohler, who is chief Animal Industry, "we along lines closely cou Of Citrus Fruit Advertising Manager of California Fruit Exchange Gives Some Facts By W. B. GEISSINGER The west is primarily agricultural. More than 50 per cent of the fruit and vegetable traffic moved in interstate commerce last year originated west of the Mississippi river. California is the third ranking state in the United States in the value of agricultural crops. One-third of California’s wealth in 1928, or $701,009,000 was derived from agriculture. Fruits and vegetables are particularly important. Approximately 300,-000 carloads are shipped in a normal year, not including the dried and canned tonnage. The sales value of this fresh fruit and vegetable tonnage last year was $498,550,000. The freight trade approximately $120,000,000. The national advertising originating in Southern California in 1928 totaled $12,000,000. Of this amount $5,000,000 was invested in magazine advertising, of which 60 per cent was devoted to food lineage. Another $7,000,000 in national newspaper lineage originated in the Southeast, of which 38 per cent was on food products. Of the combined total of $5,760,000 invested in national food advertising accounts from this territory, 70 per cent was strictly agricultural products. California is a state of "glorified hucksters." But the rickety overloaded wagon and the clanging peddler’s bell has been supplanted by scientific advertising and merchandising. To sell a food product to the United States is a large undertaking. The American market is a vast and ever changing one. In this country are some 120,000,000 men, women and children whom we assume from statistics are grouped into approximately 30,000,-000 families. To reach this consuming public economically and effectively requires the keenest advertising and merchandising strategy. This great market of ours is a prize besides which the Klondike is insignificant. Each year it spends enough for food, $23,000,000,000, to buy U. S. Steel, General Motors and many other of our large industrial corporations. It is difficult for us to appreciate that the food bill of the American people annually is more than 50 times the gold production of the entire world. And in this connection it is interesting to note that the Sunkist crop alone in 1928 returned to California twice the value of the entire gold production. And this country is still the largest producer of this precious metal in the world. Not only does this nation’s population keep changing continuously, but we keep expanding in earning capacity making possible higher standards of living and new habits. In 1900 this nation’s entire wealth was valued at less than 89 billion dollars—while the total estimated incomes for the last cent, Alabama, Arizona, Louisiana Mississippi and Texas supply the balance of 1 per cent. The territory east of the Mississippi river and north of the Ohio river today consumes approximately 73 per cent of the total oranges eaten in this country. This state now supplies about 92 per cent of the lemons consumed in the United States, the balance being of Italian origin. It is not a far cry from the year 1907 when the first test newspaper campaign on Sunkist oranges was conducted in Des Moines, Iowa, incurring the hazardous investment, as it was then considered, of 6,000 to the current season, when over $1,628,000 is being invested in the Sunkist campaign. Following this first venture into the realm of advertising the "venturesome" citrus growers of California re-entered the field the following year with an investment of $26,000—so convinced had they been that a perishable fruit product such as oranges could be successfully sold to the public through advertising. Sunkist was the first of the perishable food producers to enter the national advertising field—and among the first of the food product advertisers as we know them today to use four color pages. The California Fruit Growers’ Exchange will conclude with the close of the current fiscal year, October 31, 1929—22 years of national advertising and merchandising. Based upon the current crop estimate of June 1 and the funds available for the balance of this year—the total investment during this 22-year period will be $11,828,996. Of this amount $9,-887,643 has been expended in consumer advertising and $1,941,353 in dealer service activities with the wholesale and retail trade. During the past four seasons Sunkist has invested approximately $5,000,000, or better than 42 per cent of its total advertising funds. Since the inauguration of Sunkist advertising in 1907—the gross sales of exchange growers on a market delivered basis have been well over a billion dollars, ($224,735,357). The F. O. B. returns to California have been $884,810,-124. Thus the advertising investment to date has represented eighty-three one-hundredths of one per cent of the gross sales. Dealers Adulterated Imported Olive Oil Although more than 75,000 tons of olive oil are imported into the United States annually, very few imported shipments are ever found adulterated, any officials of the Food, Drug and Insecticide Administration, United States Department of Agriculture. When repacked, however, in the marketing centers, especially in New York City and Boston, olive oil is all too frequently adulterated with cheaper oils, as well as packed in short measure cans and bottles. Because of the high price of olive oil as compared with other vegetable oils, the temptation to adulterate is one that dishonest dealers can not resist, food not only does this nation's population keep changing continuously, but we keep expanding in earning capacity making possible higher standards of living and new habits. In 1900 this nation's entire wealth was valued at less than 89 billion dollars—while the total estimated incomes for the last available year—1916—exceeded that amount by a billion dollars. In other words, the pay envelope of this country for that year could have purchased the entire nation at its face value 26 years previously—including all its capital and natural resources. It has been said that there are three factors responsible for the success and prosperity of this California citrus industry. These are namely, co-operative marketing, systematic distribution and advertising. Which of these three factors is most largely responsible for the success of this industry is more difficult to determine than which of the three legs of a three-legged stool support it. It is certain that co-operative marketing was born of necessity in the California citrus industry; it is also apparent that through co-operation new acres were planted and the increased production made necessary a more systematic distribution of California's crop. But after the distribution had been developed scientifically it became apparent that a cultivation of the individual markets, and the national market as a whole was of paramount importance. Because, regardless of how scientific the distribution might be, people must be induced to consume larger quantities of citrus fruits than they had previously been accustomed to do. It was of necessity that advertising was brought into the marketing of the California citrus fruits, and at the same time increasing the percapita consumption of these products. In practically all lines of industry today production constantly threatens to swamp consumption. And so more than half of our business energy goes to restrain this catastrophy. At the present time California supolive oil are imported into the United States annually, very few imported shipments are ever found adulterated, say officials of the Food, Drug and Insecticide Administration, United States Department of Agriculture. When repacked, however, in the marketing centers, especially in New York City and Boston, olive oil is all too frequently adulterated with cheaper oils, as well as packed in short measure cans and bottles. Because of the high price of olive oil as compared with other vegetable oils, the temptation to adulterate is one that dishonest dealers can not resist, food and drug officials say. Irresponsible, fly-by-night dealers, generally hard to locate, practice most of the adulteration in olive oil. Such dealers use extreme ingenuity in their efforts to adulterate and sell their cheapened, misbranded products, which as a rule do not enter into interstate commerce, but are distributed locally and to points within easy trucking distance of the large cities where adulterated. They frequently use false names and addresses when labelling and shipping the adulterated olive oil. Cans bearing names and brands other than those of the actual packer also adds to the difficulty of finding out who is practicing adulteration. Food and drug officials investigating one of these dealers in New York, who was under suspicion, found that he made a practice of tampering with the original cans in which the oil had been imported. This dealer removed the handles from the cans, punctured the cans where the handles had been, and then drained out the pure oil which he replaced with adulterated oil through the small holes. The handles he then resoldered into place. Although the amount of olive oil actually adulterated is small when compared to the total amount imported and consumed, constant vigilance is needed, food and drug officials say, to curb the activities of dishonest packers. There is no objection, they say, to the sale of any wholesome table oil if correctly labeled. It is said that a device has now been constructed whereby a locomotive can be regulated and run by the human voice. When this thing gets into common use, we can see where the women will get all the engineers' jobs. Livestock Industry Wars Against Waste "War on waste in the manufacturing industry has been a significant and generally appreciated factor in our national development in recent years," Dr. John R. Mohler of the United States Department of Agriculture stated recently. "It is not so generally realized that the livestock industry has been waging a similar war on waste. But it is true, nevertheless." "By eradication of bovine tuberculosis, by the swine-sanitation system, by active control of such animal parasites as Texas-fever ticks, stomach worms in sheep, and the external and internal parasites of poultry, the livestock industry of the country is effecting notable savings in the feed and labor required to bring animals to marketable age. Healthy animals and animals free of parasites mature more rapidly and make more efficient use of the feed they eat. When an animal is well and is clean inside and out, no part of its food goes to nourish and further the multiplication of undesirable boarders. In another direction the gains have been highly significant. We are now breeding animals and poultry better adapted to the purpose for which they are intended. We know that the well-bred beef animal has an inheritance for beef-producing ability, and will, on the average, turn a given amount of feed into more pounds of beef and a better quality of beef than will the scrub animal with a mixed inheritance. We are now breeding pigs wint a higher proportion of lean meat and a lower proportion of lard than we did a gen-demands that type of hog. Similarly, erosion ago, because the market now we are breeding dairy cows with inheritance of higher milk and butterfat production, poultry of high-laying strains, sheep that produce two or three times as much wool and better nuttown than the stock from which they have been derived by selective breeding." "In the livestock industry," said Dr. Mohler, who is chief of the Bureau of Animal Industry, "we are working along lines closely comparable to those which Vogel was driving, found one gun, two men and three rabbits. Neither one of the men had a license so the first and game deputy brought it for breakfast. The result was he said "guilty" when taken before Judge J. L. Small at Sonoma and paid out a owl $100 for this violation of the game laws. "It is only through constant vigilance and just such co-operation on the part of our courts that we are able to protect our wild life. It is good to know that arrests and lines like this have a real effect on violators." E. L. Macauley, chief of patrol of the division, remarked when advised of this Sonoma county case. Educational Tour About Fruit Fly The state department of agriculture and the agricultural extension division of the University of California will cooperate in an educational program to bring to farm advisors, county cultural commissioners and their inspectors and interested growers, authentic and late information regarding the Mediterranean fruit fly. A series of meetings has been planned by the university. The university will be represented on these programs by H. J. Quayle, professor of entomology in the graduate school of the university at Riverside, Prof. Quayle spent some time in Florida while the eradication campaign was being organized and initiated and gathered a fund of facts to supplement his previous training and experience with this insect. For the state department of agriculture, the speaker will be D. B. Mackie, senior entomologist, who was in Florida at the time of discovery of the Mediterranean fruit fly in that state, and was called upon by the federal and Florida authorities to assist in the prompt measures of combat. He is in charge of the state-wide survey of orchards and other host plants now in progress. CROP-AREA EXPANSION After a decrease of 13,000,000 acres in the crop area of the United States between 1919 and 1924, an increase was indicated in 1926 and again in 1928. Reduced For State Will S A saving in $80,000 was Department of contracts for vehicle license period. 1930-34 W. Norton of Los Angeles. The award M. King, child and same fine quail used for the price of two centures in competitive net difference last year. Killbear. The color will be the same that the colors the background and the letter black. Numbe Division of Me combination highest visible. It was annual arrangements adopted for had proven would be used will eliminate more than six inches in width 24 gauge run around to give it strength. Four birds lost of S. G. Louis, at 12% King explained at first to this firm b... are now breeding pigs with a higher proportion of lean meat and a lower proportion of lard than we did a gen-demands that type of hog. Similarly, eration ago, because the market now we are breeding dairy cows with in-heritage of higher milk and butterfat production, poultry of high-laying strains, sheep that produce two or three times as much wool and better mutton than the stock from which they have been derived by selective breeding." "In the livestock industry," said Dr. Mohler, who is chief of the Bureau of Animal Industry, "we are working along lines closely comparable to those followed by engineers and administrators in industry. We are warring on waste and we are steadily developing methods of breeding and feeding that result in economical and efficient production of quality products." The waists for sun suits for children should be made of loosely woven fabrics, so that the ultra-violet rays of the sun can reach the body through the large spaces in the material. All the common textile fibers stop most of the ultra-violet rays. Grass stains will usually come out of washable materials with vigorous rubbing, hot water and soap, if treated while fresh. If traces of stain remain on white materials, they may be bleached out with Javelle water. Three ottontail rabbits that C. W. Vogel of Newhall killed near the Kern river bridge east of Kernville, cost him $100 as a result of his arrest by Deputy C. B. Tibbettts of the Division of Fish and Game. Tibbettts took it look at the car in which Vogel was driving, found one gun, two men and three rabbits. Neither one of the men had a license so the first and game deputy brought Vogel before Judge William B. Smith at Kernville, who held out at 5:30 in the morning, took a plea of guilty and assessed the fine of $100. The arrest, hearing, plea and settlement required but twenty minutes, Tibbettts explained in his report filed with the chief of patrol here. Breakfast check $100! Sounds like it was a little exorbitant, but nevertheless that's the price that Albert C. Norrbom of Sonoma paid as a result of his partiality for valley quail, which just doesn't happen to be in season at this time of the year. Norrbom was in amp at the headwaters of Caliente Creek, and when Deputy Victor Von Arx and Captain of Patrol Henry Lensioli of the Division of Fish and Game found quail feathers around camp, they made some searching inquiries. Norrbom finally admitted that he had killed a quail and eaten senior entomologist, who was in Florida at the time of discovery of the Mediterranean fly in that state, and was called upon by the federal and Florida authorities to assist in the prompt measures of combat. He is, in charge of the state-wide survey of orchards and other host plants now in progress. CROP-AREA EXPANSION After a decrease of 13,000,000 acres in the crop area of the United States between 1919 and 1924, an increase was indicated in 1926 and again in 1928, and the average in crops is now back nearly to the 1919 level. Nevertheless, it is very unlikely, according to the United States Department of Agriculture, that there will be as rapid an increase in the area of crop land in the next half century as in the half century preceding the World War. In that period, expansion of the crop area was the principal means by which agricultural production in the United States was increased. In the next half century the needs of a less rapidly increasing population will be met mainly by other means, notably by increased efficiency in the use of land and in the production of meat and milk per unit of feedstuffs consumed. Science and invention applied to agriculture have provided more food and better food for an increasing population during the last decade than during and preceding period, without any increase in crop acreage. This may be... Limited is faster 61¼ hours to Chicago The time formerly made by The CHIEF No extra fare Fred Harvey Dining, Lounge & Club Cars The Grand Canyon The Indian-Detour Santa Fe Ticket Office and Travel Bureau C. A. WALKER, Agent Anaheim, California Phone 217 PRINT Whatever your job printing needs may be them and turn out a job that will be a delicacy of good printing cannot it increases the value of your advents fold. We can take care of small jobs at very low prices turned out promptly—no vow Come in and consult us or printing problems. Esti cheerfully furnishe Anaheim Go Reduced Prices For License Plates State Will Save $80,000 in Next Two Years A saving in state funds approximating $80,000 was announced by the State Department of Finance in the award of contracts for the manufacture of motor vehicle license plates for the two-year period, 1930-31, to the Kittle and B. W. Norton Manufacturing companies of Los Angeles and Oakland, respectively. The awards, announced by Lyman M. King, chief of the division of service and supply, will give the state the same fine quality of plates now being used for the next two years, but at the price of 13½ cents per pair, a figure two cents lower than was secured in competitive bidding last year. The net difference in the new price over last year, King announced, is $80,000. The color scheme for the 1630 plates will be the same as this year, except that the olors will be reversed so that the backgrounds will be a deep yellow and the letters and numerals a dull black. Numerous tests made by the Division of Motor Vehicles have proven this combination of colors to have the highest visibility. It was announced also that the new arrangements of letters and numerals, adopted for the first time this year, had proven so satisfactory that it would be used again next year. This will eliminate the necessity of having more than six characters on any plate. The size will be the same as this year 13⅓ inches in length and 6⅔ inches in width. The steel used will be 24 gauge and an inverted bead will run around the border of each plate to give it strength. Four bids in all were received, that of the S. G. Adams company of St. Louis, at 12½ per pair, being lowest. King explained that it was contemplated at first to award the contract to this firm but that negotiations with FOR HIGH SCHOOL BOYS Commencement time has come and gone, and many new graduates of secondary schools are considering their future. For the benefit of such of those as lean toward life in the open, we herewith paraphrase the New York State College of Agriculture's list of agricultural and allied occupations, many of which are of recent origin. Each year, more than 300,000 new farm operators are added to the list in this country, says the college, the ranks being filled, for the most part, by young men who have a background of several years of farm experience. Farming, like other businesses, has become more and more specialized, hence mistakes bring disaster more surely than in a diversified industry, since a mistake may wipe out the product of a year's work. An education in agriculture is indicated for the modern farmer. Here is the college's list of specialized agricultural and allied pursuits: dairy farming, livestock production, livestock feeding, field crop production, hay and grain farming, poultry farming, fruit farming, market gardening, truck farming, seed growing, bee keeping, fruit and ornamental shrub and tree nurseries, seed sale, fruit dealing, produce and vegetable dealing, farm machinery servicing and selling, fertilizer buying and selling, grain and feed buying and selling, market milk dealing, floriculture, buying and selling of floral products, agricultural teaching, manufacture of dairy products, agricultural journalism and advertising, administration of farmers' co-operatives, forest industries, agricultural research and extension, and scientific work. This list may help some young man or woman to find the desired "niche," and all of the occupations, the college declares, call for an agricultural education. To which it might be added that there seems to be, according to California University officials, no oversupply of men trained as experts in things relating to horticulture. TIMETABLE A. T. & S. F. Ry. Coast Lines In effect June 9, 1929 Trains to Los Angeles had proven so satisfactory that it would be used again next year. This will eliminate the necessity of having more than six characters on any plate. The size will be the same as this year 13½ inches in length and 6½ inches in width. The steel used will be 24 gauge and an inverted head will run around the border of each plate to give it strength. Four bids in all were received, that of the S. G. Adams company of St. Louis, at 12½ per pair, being lowest. King explained that it was contemplated at first to award the contract to this firm but that negotiations with its officials developed that it could not make deliveries according to specifications. The delay sought by the eastern firm would have cost the Division of Motor Vehicles $36,000 in overhead expense, thus wiping out the saving that might have been effected by acceptance of the lower price. King expressed pleasure over the contracts, pointing out that a splendid saving will not only have been made but that all the money to be spent on labor, steel, paper, cartons and other materials will stay in California. continued, say economists of the department, though it is more probable that the net result of decreases of crop land in some sections and increases in other sections will be a slow and irregular increase in crop acreage for the nation as a whole, lasting possibly half a century. TIMETABLE A. T. & S. F. Ry. Coast Lines In effect June 9, 1929 Trains to Los Angeles *No. 79.....6:35 A.M. *No. 71.....11:25 A.M. No. 53.....3:41 P.M. $No. 73.....4:55 P.M. No. 75.....8:52 P.M. Trains from Los Angeles No. 78.....2:00 A.M. No. 72.....10:15 A.M. No. 74.....3:23 P.M. No. 76.....8:11 P.M. No. 52, San Bernardino Train, 5:20 P.M. (Arrive Fullerton 6:00 P.M.) * Through sleepers to Kansas City, Minneapolis, Chicago, Grand Canyon. * Through sleepers to Denver, St. Louis, Chicago and Grand Canyon connections. * Through sleepers to Chicago from San Diego for "The Chief," Phoenix, Houston, Galveston and New Orleans connections. Train 74, fast no-stop train, stops to let off Eastern passengers. C. A. WALKER, Agent. printing needs may be, we can take care of job that will be a delight to the eye. The good printing cannot be overestimated. value of your advertising matter can take care of both big and at very low prices, Work promptly—no waiting. in and consult us on your ting problems. Estimates cheerfully furnished. eim Gazette