anaheim-gazette 1930-07-03

OVERCOME LOSSES BY AMENDMENT Important Constitutional Provision to be Voted Upon In November "Money lost to counties through removal from their tax rolls of public utility operative properties should be returned to them by the state." With this as a campaign cry, California counties have organized to assure passage of Constitutional amendment 21 when it comes before the voters at the November election. This constitutional amendment was proposed at the 1929 legislature and is an attempt to overcome losses suffered when California adopted the "separation of sources" system of revenue in 1910. At that time an exchange was made, whereby the state turned over all non-operative property for taxation to counties and took operative property as its source of revenue. But the counties are dissatisfied, ponting out that they have lost more than they gained through the exchange. In Orange county, there is $38,808,262 in operative property, of which about 70 per cent was formerly taxed by the country, according to State Controller Ray L. Riley's figures. In counties where railroad and power companies have much equipment a loss doubtless has occurred, in opinion of experts. But other countries which have little, or none, of the operative property have gained because of the state's discontinuing taxing non-operative property. A better plan, some state officials believe, would be to form a county equalization fund, with all counties contributing a certain amount, and from this reimbursing counties sustaining losses. It is argued that eventually the state may have to revert to taxing general property by an ad valorem tax if the proposed plan is adopted. This, it is said, would probably be more expensive to the general property tax payer than imposition of an equalization fund tax. Adoption of Amendment 21 would also upset the carefully worked out plan of a state gross receipts tax on public utilities, made possible through removal of operative property from the county to the state. Should this occur the state would lose approximately $35,000,000 a year that would have to be made up by some other means, probably the ad valorem tax. Ray LaFont Joins Campbell Cleaners Ray LeFont, formerly employed by Wiley B. Allen company, recently went into partnership with J. M. Campbell, owner of Campbell Cleaners at 137 South Los Angeles street. The firm name will be changed to Campbell and LaFont. In spite of his efforts to stop her, Tom Mix's daughter eloped the other day and was married. What happened to Toni's trusty horse and lasso? Several small which have many larger volumes entered the summer turns that every years. Increase in these cities lines of mercredi practices, and operative advertisements report of trade of frost suit of trade-tmoted largely. Every success has shown lem is largely ocluding both thie selling factor a correct basis advertising, pro enabled the more program satisf have usually e advertising work not sell themselves results have no ALWAYS COOL AND COMFORTABLE SATURDAY and SUNDAY CONTINUOUS SHOWS 2:30 to 11 P.M. JACK OAKIE IN "The Social Lion" A Paramount Picture Talking Outdoor Romance ZANE GREY'S "THE BORDER LEGION" A Paramount Picture Trhee Days Starting MONDAY NOTICE! The Following HARDWARE STORES will be The Following HARDWARE STORES will be CLOSED Saturday, July 5 PRESSEL-PERRY & TULL 117 So. Clementine St. Phone 965 SHAFFER HARDWARE 175 W. Center St. Phone 96 M. W. MARTENET HARDWARE 323 W. Center St. Phone 6 GOODNOW STRESSES NEED OF ADVERTISING FOR MERCHANT Importance of newspaper advertising as an ally of retail selling under present market conditions is emphasized in a special report on merchandising in southern California, made for the Journalism department of the University of Southern California by Marc N. Goodnow, field representative of S. C. Not only present but cumulative results from advertising are seen to have a beneficial effect in various communities that have consistently maintained merchandise promotion programs. "The advertising-minded community will generally be found to be a better going concern than that without such a consciousness, insofar as turnover in merchandise is concerned," says Mr. Goodnow. "In fact, there is a very direct relationship between outside publicity or public estimation of a city and retail volumes within that city. Group or cooperative advertising efforts on the part of merchants are sometimes difficult to determine specifically, but over a period of time both activities show up in very definite figures. Increase Business "Several smaller cities of California which have made efforts in promoting a larger volume of home-trading have entered the summer months with returns that even exceed those of other years. Increased volumes of business in these cities have been due to better lines of merchandise, improved store practices, and both individual and cooperative advertising. In one instance, merchants report an increase in volume of trade of from 15% to 25% as a result of trade-at-home movement promoted largely through one newspaper. "Every successful effort in advertising has shown that at bottom the problem is largely one of merchandising, including both the merchandise itself and the selling factors surrounding it. With a correct basis established, newspaper advertising, properly prepared, has enabled the merchant to work out his program satisfactorily. The failures have usually emphasized the fact that advertising won't sell goods that cannot sell themselves. In many instances, results have not measured." Willingness Growing "It is fair to say that, generally, the newspapers of California are equipped as never before to render an advertising and merchandising service of which any merchant can take profitable advantage. This is proved in a large number of instances in which merchants have achieved successful results from advertising with no other help than the local newspaper advertising manager or department. "Rather close contact with merchants in all parts of the Southwest leads one to believe that the willingness to study advertising and merchandising problems is growing rapidly. New merchants' associations have been formed in a number of cities and speakers on business subjects have been enlisted from the larger cities and universities. In a number of cities, trade-at-home campaigns are now under way. A more recent development, which gives promise of spreading throughout the state, is the merchants' institute. Interested in Public The schools of Journalism and Merchandising at the University of Southern California opened an institute for merchants of Ventura on June 11, conducting a series of five lectures for as many weeks on the subjects of merchandising, profit promotion, sales and service problems, store display and newspaper advertising. A majority of merchants of that city enrolled in the courses which will close on July 9. Plans are being formulated for similar study groups in other cities during the fall and winter months. "The forward-looking, progressive merchant must be interested not only in fundamental marketing conditions but in his buying public. Many otherwise good merchandisers have dropped out of the picture within the past few years because they did not sense the importance of constant study of and contact with their buyers—those on their books and those to be gained by judicious use of advertising space in a medium of general circulation. Retailers who have caught the trend of modern buying habits, however, and have regarded advertising and promotions..." COUNTIES SPEND MANY MILLIONS Cost of Government Mounting Up to Prodijious Sums County government in California is growing more costly every year. Despite the effort to economize through simplification of governmental functions, adoption of a county budget, etc., the costs continue to mount upward, according to a statement compiled this week by State Controller Ray L. Rifley. The 58 counties of California spent a grand total of $18,464,613.26 for conducting their government last year, the statement showed. Orange county ranked 12th among the counties in California in its cost of government with a total expenditure for the year of $328,999. Under the head of general government, the controller lists such items as legislative offices, finance offices, law offices, other general offices, elections, judicial offices, general governmental buildings such as court houses, jails, etc. Although the county board of supervisors is the main governing body, even that board's authority is limited when it comes to such matters as fixing salaries of county officers, adding new clerks or employees in county offices, etc., the state law requiring that this authority be in the hands of the legislature. This practice culminated in the demand for legislation whereby counties may gain "home rule" at the last legislature. A committee was authorized to study home rule systems in use in other states and to recommend remedial legislation in 1931. Los Angeles led all the counties of California in the cost of its county government, which totaled $7,393,088.17 last year. San Francisco was next, with $3,282,490.56, and Alameda county Europeans may hold up their hands in horror at the American rate of making money but they don't seem to refuse any of it when our tourists take it over there. If you don't believe Mexico is becoming rapidly Americanized just consider that the Mexican government is starting some sweeping investigations. Of course picnics are all right but it has been our experience that the files will bite just as hard in one's own back yard. POLITICAL ADVERTISEMENT VAST AMOUNT OF WORK DONE BY JERNIGAN The activity of Sheriff Sam Jernigan's office respecting the enforcement of the prohibition law in Orange county is strikingly set forth in the records of his office which show that during the period from January 1, 1927, to May 31, 1930, $40 arrests were made of persons for violation of the prohibition laws under the Wright act. Sixty-one persons were arrested for operating stills. The amount of fines assessed and paid was $58,678.00. These figures can only be appreciated as representing an immense amount of work and economical operation when it is known that Sheriff Jernigan's off- Citrus Trees Not Using Much Water The cool weather with less than the normal amount of sunshine during the greater part of June has caused the citrus trees to use less than the usual amount of moisture, according to W. M. Cory, Acting Farm Advisor of Orange County. This wact must be considered when irrigating time comes provided irrigation are made on schedule. The grower should avoid putting a lot of water into a soil that is already wet. If a tree once starts to suffer from over-irrigation it has a poor chance of recovery provided the regular amount of water is applied each irrigation. A tree when over-watered ceases root activity in the continually wet soil and this, in turn, cuts down leaf growth and causes a leaf drop. The lack of leaf surface reduces the ability of trees to use the water which they normally use and so the damage continues and grows worse until a radical change is made in the watering practice. To avoid this condition it is the best policy to carefully examine the soil with an auger or a soil tube where the tree roots are feeding. Carol is not so dumb after all. The first thing he did after getting back into office was to reorganize the army. SAM JERNIGAN office only has four men to police Orange county, and care for the multiplicity of calls for other service. It clearly reveals that diligence, industry and intelligent application is necessary to meet the situation. The care of prisoners at the county jail is by no means a trifling problem. The number of prisoners handled from January 1st, 1927, up to June 10th, 1930, was as follows: 1927 ... 2,229 1928 ... 2,227 1929 ... 2,334 1930 ... 1,185 Total ... 7,975 Records of the sheriff's office are an open book. To those who wish to inspect them that opportunity is offered, and Sheriff Jernigan will appreciate any suggestion for improvement. With the limited force that he has at his command it is apparent that Orange county is receiving an effective and conscientious service from Sheriff Jernigan and his assistants. BOTTLES ME MANY USEES Changes Handle $3,000,-1,000 Worth of Estrays The lowly milk bottle used as a vase for flowers, a fifth of gin or an extra for the family filver. In may be used as a cocktail ever its use or wherever it the fact still remains that my strays into one of the 10 exchanges located through of California. These exchanges handled more than $3,000,000. Hecke, director of agricul-ied in a report to Governor week. The legislature recognized the industry's right to protection, milk bottles had a habit of seldom returning to their rightful homes," said Hecke. "Nowadays, however, when a bottle is carried out of town, it is sent to an exchange which routes it back to the dairy whose brand it carries." In one city alone, Hecke said, 165,000 milk bottles are sent to the city garbage dump every month, representing an annual loss of $120,000 to dairy-men. Before the bottle-exchanges were established, the life of the average milk bottle was an average of seven trips. Now it may make as high as 40 trips to the housewife's front door before its usefulness is ended. The state-supervised bottle exchanges cover all Southern California, the San Joaquin valley, San Francisco bay area and the Peninsula region. Last year these exchanges handled 13,000,000 milk bottles, 40,000 milk cans, 50,000 bottle cases and several thousand other containers. A new agreement has just been made whereby the state department will supersive exchanges in San Bernardino and San Diego counties, and will assign a full-time inspector to supervise their operation. Under the California law, it is a misdemeanor not to use diligent effort to return milk bottles to their lawful owners or to use them for any other purposes than as containers for milk. Miss Cunningham to Wed Henry Schneider Miss Dorothy Cunningham, of 214 E. Adele street, will be married Sunday evening to Henry C. Schneider, of 226 North Claudina street, in a private ceremony in their future home on North Claudina. Following the wedding ceremony the young couple will leave for a two-week honeymoon to Yogemite. Miss Cunningham, is a sister of Mrs. H. A. Farls with whom she has been making her home, formerly taught at Central grammar school. The groom-to-be is employed at Kendrick's Jewelry Store on West Center street. The Savings, Loan and Building Association of Anaheim WILL PAY YOU 6% 6% ON ALL MONIES DEPOSITED WITH US Interest paid from July 1 on funds deposited up to July 10 The Savings, Loan & Building Association Of Anaheim 116 S. Los Angeles Street BEGIN SAVING NOW with the Bank of America You may deposit your savings with any Branch of the Bank of America and have the full protection of this 400 million dollar Bank. You may have the conveniences of neighborhood banking, and at the same time enjoy all the complete facilities that are the outgrowth of seventy years of banking experience. Because of its outstanding ability to be useful, the Bank of America is the choice of more than half a million Californians. If you are not a depositor with us, may we suggest that you start now with a Savings Account. Modest deposits are welcomed, and entitle you to every privilege of a Bank of America customer. Arrangements may be made now for the transfer here of our eastern savings without loss of interest. Deposits made to and including July 10 earn interest from July Because of its outstanding ability to be useful, the Bank of America is the choice of more than half a million Californians. If you are not a depositor with us, may we suggest that you start now with a Savings Account. Modest deposits are welcomed, and entitle you to every privilege of a Bank of America customer. Arrangements may be made now for the transfer here of your eastern savings without loss of interest. Deposits made to and including July 10 earn interest from July 15, the beginning of the semi-annual interest period, simply bring us your pass book. We will handle the details without cost or inconvenience to you. BANK OF AMERICA OF CALIFORNIA Resources more than 400 millions OFFICERS Iamin, Vice-President and Manager ton, Assistant Manager n, Assistant Manager net, Assistant Cashier Porter, Resident Trust Officer ADVISORY BOARD H. H. Benjamin S. C. Hartranft F. H. Houck H. A. Johnston Gilbert U. Kraemer S. P. Kraemer Samuel Kraemer W. J. Slemann P. J. Welsel GS COMMERCIAL TRUST