anaheim-gazette 1931-02-05

Mar Goodnow Says Retail Trade Conditions Showing Improvement Declares Citrus Districts Show Better Volume Than Elsewhere; Marked Relation Between Inventories and Newspaper Advertising Stressed as Tendencies of Chain Stores Indications of improving retail trade conditions in California are reported in a merchandising survey of the state just made public by the journalism department, University of Southern California. The report was written by Marc N. Goodnow, journalism field representative, after numerous contacts in different parts of the state. "Citrus districts of California are showing better volumes than others," says the report. "In some communities, failures have reduced competition and increased volumes for those remaining. Inventories in many instances are too low, resulting in expensive forms of small quantity buying, or in actual loss of patronage. At the same time, consumer inventories may be said to have practically reached bottom and are now showing signs of being relieved by larger purchasing." "The merchant who sits idly by awaiting the return of good business, however, is deluding himself," continues Mr. Goodnow. "Now, more than ever, there is a need for clear thinking and planning and the use of sound business promotion principles, including budgets, control, and advertising." Chili Stores Experiment "Indications which point to better conditions in trade also point to greater competition from chains, not only because of chain-store expansion but because of chain-stock expansion. There is every evidence that these developments will be heaviest in the mid-west and Pacific areas, and along with them will no doubt come a rise in price lines up to $10 for many of those multiple organizations that heretofore have sold merchandise under $1." "Vast new fields of merchandise, as yet untouched by the chains will surely be entered, and it may be expected that research and experiment will lead these dependents in California are shown by the recent government distribution census to vary widely in different communities. In Vallejo, 18 stores owned by local sectional and national chains do 13 per cent of the retail business; in Eureka, 17 such units do 10 per cent, and in Compton, 23 units are credited with 20 per cent. Thus far Ventura, with 53 chain units aggregating 31 per cent of the total retail business, stands highest in this regard. Stresses Newspaper Advertising "An eastern authority makes the statement that chain units everywhere, in every line of trade, in greater or less degree are reaching out for greater variety of offerings with which to expand their patronage, to increase average and related sales while reducing unit-transaction costs and to boost individual store volume and profit. And curiously enough, this is taking place while independent stores are giving greater attention to price lining, fashion lining and methods of budgetary control for the reduction of inventories and which result in greater limitation of offerings." "The relation between lack of advertising and reduced inventory is a very close and definite one which can be proved in innumerable instances. Independent merchants who have cut down or eliminated their advertising schedules have discovered a narrowing demand for goods which they formerly carried. Without the constant display of goods in advertising space their patronage in various lines of merchandise has fallen away, directly affecting still other lines on which even greater profits may have been possible. In the absence of suggestion, consumers have frequently allowed other merchandise or other interests to absorb their atten- "Indications which point to better conditions in trade also point to greater competition from chains, not only because of chain-store expansion but because of chain-stock expansion. There is every evidence that these developments will be heaviest in the mid-west and Pacific areas, and along with them will no doubt come a rise in price lines up to $10 for many of those multiple organizations that heretofore have sold merchandise under $1. Vast new fields of merchandise, as yet untouched by the chains will surely be entered, and it may be expected that research and experiment will lead these same organizations into improvement of service, merchandise, and customer relations. This can only mean a greater necessity than ever for the independent merchant to extend and intensify his service, tighten control, improve management and project his operations into new fields through local newspaper advertising. In practically every instance where this has already been done the independent has had nothing to fear from any competition. "Retail volumes of chains and indenoted Professors At Summer School 68 eminent Educators From All Over World Will Take Part In Short Courses at S. C. Dr. Lester B. Rogers, dean of the summer school of the University of Southern California, announces that 68 visiting professors from leading institutions throughout the country will come to the Pacific coast to augment the faculty of the 1931 summer session at S. C.. A double session is scheduled, dates of which are June 22, July 25, and July 27,-August 29. Applications are already being received from prospective summer students, and indications are that the student body also of the 25th annual summer session will be representative of the east, midwest, and northwest as well as the southwest, according to Dean Rogers. Last year (1930) the enrollment of the summer term at Southern California was 6301, over a thousand and more than the year before. Knowledge seekers from almost every state and several foreign countries attended the summer college classes. Prominent Educators Included among the eminent educators who are slated to teach on the Trojan campus during the 1931 summer school are the following: Dr. John S. Braubacher, professor of history and philosophy of education at Yale university, and author of The Judicial Power of the New York State Commissioner of Education. Dr. Myron W. Watkins, professor of economics, University College, New York university, and author of Industrial Combinations and Public Policy." the summer college classes. Prominent Educators Included among the eminent educators who are slated to teach on the Trojan campus during the 1931 summer school are the following: Dr. John S. Braubacher, professor of history and philosophy of education at Yale university, and author of The Judicial Power of the New York State Commissioner of Education. Dr. Myron W. Watkins, professor of economics, University College, New York university, and author of Industrial Combinations and Public Policy. Dr. Charles E. Martin, dean of the faculty of social science and professor of political science, University of Washington; author of Representative Modern Constitutions, Politics of Peace, and other books. Dr. Edwin Mims, professor of English, Vanderbilt university. Dr. Leo Drew O'Neill, director of the evening division of the College of Business Administration of Boston university. Dr. Chester A. Buckner, head of the department of secondary education of the University of Pittsburgh, and school consultant. Frederick H. Koch, professor of dramatic literature at the University of North Carolina and director of the Carolina Playmakers. Dr. Isaac Joslin Cox, professor of history, Northwestern university. Dr. Henry Edward Garrett, professor of psychology, Columbia university; author of Statistics in Psychology and Education and other works. Dr. Edward A. Ross, professor of sociology, University of Wisconsin; author of Social Control, Foundations of Sociology, Honest Dollars, Sin and Society, Changing America, The Social Trend, South of Panama, The Changing Chinese, Social Revolution in Mexico, The Russian Soviet Republic, World Drift, and Civic Sociology. Dr. Edward Masalin Hulme, professor of history, Stanford university. Dr. Edmund Kurt Heller, professor of German, University of California at Berkeley. Dr. John Henry Muyskens, director of the laboratory of general linguistics and speech, University of Michigan. Dr. Herbert J. T. Coleman, head of the department of philosophy, University of British Columbia. The office of the summer session is at University Park, Los Angeles. American Girl Wins English Skating Tourney Miss Maribel Vinson, 19, of Boston, who won the gold medal of the British National Skating Association in London recently, with an exhibition of speed and fancy skating which amazed the English. Water Waste Halt Sought In Court Anaheim Union Water, S. A. Valley Irrigation and S. A. Development Take Action Waste of water taken from the Santa Ana river by a group of Riverside ranches will be stopped if legal action is taken. 2.06 Inches of Rain Falls by Thursday Jupiter Pluvius' gift of 2.06 inches of rain for Anaheim and vicinity during the first part of this week brought a cheerful smile to residents of this district, reflected in the pleasant beams of Old Sol who poked his head through the clouds Thursday long enough to take a look at well-soaked orchards. The storm's total at 8 o'clock Thursday morning reached 2.06 inches, with 68 inches of that amount falling dur- Water Waste Halt Sought In Court Anaheim Union Water, S. A. Valley Irrigation and S. A. Development Take Action Waste of water taken from the Santa Ana river by a group of Riverside ranches will be stopped if legal action can halt it, according to officials of the Anaheim Union Water company, the Santa Ana Valley Irrigation company and the Santa Ana River Development company, following their action last Friday in filing suit at Riverside. Defendants Ira V. Ashcroft and others divert water from the Santa Ana river above Auburndale bridge, near Corona, taking it through Durkee ditch across Durkee ranch to their own lands, the suit claims. In taking the water in an open ditch three fourths of it is lost through evaporation and penetration into soil, the complainants state, in asking the court to restrain and limit the defendants to 60 inches of water. Permission to build a cement pipe line to carry the water is sought by the complainants, in order to prevent waste under the constitutional amendment adopted two years ago to prevent waste of water. Riparian rights of 5,000 inches continuous flow and 3,000 inches continuous flow are controlled respectively by the Santa Ana Valley irrigation company and the Anaheim Union Water company. Attorneys Rutan and Mize and Head, Wellington and Jacobs of Santa Ana, and W. G. Irving of Riverside are handling the plaintiffs' case. 2.00 Inches of Rain Falls by Thursday Jupiter Pluvius' gift of 2.06 inches of rain for Anaheim and vicinity during the first part of this week brought a cheerful smile to residents of this district, reflected in the pleasant beams of Old Sol who poked his head through the clouds Thursday long enough to take a look at well-soaked orchards. The storm's total at 8 o'clock Thursday morning reached 2.06 inches, with 6.85 inches of that amount falling during Wednesday night. This brings the season's total to 6.62 inches, in comparison with the 5.94 inches for last year. Surrounding cities enjoyed a like rainfall and like season's total, with orchardists and farmers smiling broadly on the probability of increased returns brought from increased rains. Religious Attitude of Russia Assailed Soviet's attitude toward religion ultimately will men the downfall of the present regime in Russia, in the belief of County Farm Advisor Harold E. Wahlberg, who spoke at the Klwanis luncheon-meeting Tuesday noon, Mr. Wahlberg spent several months in Europe recently, studying farming conditions and attending the international soils congress. District Governor Don Rice will be entertained here February 13 at a ladies' night program, according to the announcement of Fourth District Lieuannual budget estimate, submitted by Don Winans, was approved. YOUR DOLLAR IS FARTHER-- Have happened in the clothing Values are much greater now Right to be good news for you have happened in the clothing s. Values are much greater now ought to be good news for you Shaffner & Marx have taken ade of every market condition to you new and lower prices--more --more fine tailoring--more style good thing for you--giving more money. And what's good for good for us "By All Means Get a Fit" A. YUNGBLUTH HOME OF HART, SCHAFFNER & MARX Shoes Manhattan Shirts Trousers Stetson Hats Show Net During 1930 Vehicles Operated Last Year Than In State Figures Show Yorba Linda Mails Out $16,000 Revolving Fund Yorba Linda Citrus association Saturday mailed out $16,000 in checks from its revolving fund to member growers. Manager P. W. Damon states that this is the third revolving fund mailed out since the organization of the financial structure on its present basis in 1928. Anaheim Youth In S. C. One-Act Plays Charles Walters of Anaheim is to participate in the staging of a group of four one-act plays written, directed, and acted by students of the University of Southern California in a program to be sponsored by the Trojan Apolliad Play Bureau Wednesday evening, Feb. 4, at 8:15 in Touchstone theatre on the S. C. campus. Walters is to play "The Boy" in an original campus production, "The Wall." He is a freshman in the S. C. College of Letters, Arts, and Sciences. Woman Hurt When Car Veers Off Road Her car veering off the road when two wheels left the pavement of Coast boulevard near Laguna Beach Saturday, Sue L. Souttere, 34 of Encando, was injured according to reports to the sheriff's office. Milk Prices Dropped to where every householder can have rich, fresh milk from our own cows twice daily. Call 2391 for Free Sample! YELLIS DAIRY Milk Prices Dropped to where every householder can have rich, fresh milk from our own cows twice daily. Call 2391 for Free Sample! YELLIS DAIRY "Perishable foods, authorities agree, must be kept at an average temperature below 50 degrees to be fit for use and to prevent wastage." PROPER REFRIGERATION IMPROVES FOODS PROPER REFRIGERATION IMPROVES FOODS ... Winter or Summer MANY OF our most pleasing foods are far more appetizing if they pass through a period of proper refrigeration before we eat them. Meats are tenderer, vegetables are crisper and of better flavor, milk is sweeter for a period of properly regulated refrigeration. This is true in Winter as well as Summer. The "cooler" is not to be trusted in a land where noon temperatures rise well above the 50-degree Danger-Line every day in the year. It is best to keep refrigeration, either ice or electrical, on the job, every day. Proper cooling costs less in Winter than in Summer. But it is equally important, and this is the more reason why we should stay good friends with our refrigerator, all Winter long. SOUTHERN CALIFORNIA EDISON COMPANY LTD.