anaheim-gazette 1931-10-15

"Anaheim, Calif. Oct 15, 1931 "Timing" Is the Real Key to Successful Retail Selling High Authority on Advertising and Merchandising Talks to Retail Merchants SHOWING OF 300 OUTLETS Successful Retailer Feels His Community Responsibility By FRANK PARKER STOCKBRIDGE (Correpondence to The Gazette) New York, October 15.—It is generally agreed that Babe Ruth's success with his mighty bat is in his ability to "time" his swing. He swings through, neither too soon—nor too late, but just right to meet the ball squarely—and away it goes. Now it is disclosed that "timing" is of equal importance to success in a field far removed from that of sport. It is in the field of retail merchandising. The retailer is the man with the bat and to succeed his sense of "timing" should apply in every phase of his game; in styling; in purchasing; and in selling of merchandise. "Timing" in Selling While not so worded by W. Arthur Cole, first vice-president of Dorrance, Sullivan and Company, advertising, New York, in an interview with a representative of the American Press, Mr. Cole stated that "timing" in the styling, the purchasing and the selling of merchandise is now being given most careful consideration by the larger and more receiving and selling of merchandise is now being given most careful consideration by the larger and more alert merchandise outlets, with the aim of having on hand rightly styled merchandise of proper grade of quality and price range, at the particular time the merchandise is most in demand at the place of location of the particular outlet, and of cutting down heavy surpluses of unwanted merchandise after selling peaks have passed. Too Many Bargain Offers "To little of this kind of intelligent co-ordinating is being done by the retailers in smaller cities, therefore, their newspaper advertisements are too often of the bargain-offer variety; which kind is fast losing cast with the buying public, so unbelievable has most of it become. “If timing of styling, purchasing and receiving of merchandise is properly coordinated with ascertainable local selling peak by the merchandising man, it will be of little help in reducing frozen stocks unless also the advertising is time-planned as well. Timing Newspaper Advertising “Newspaper advertisements will be more effective in selling goods and in increasing prestige of the local retailer if they carry news of fresh stocks that are carefully chosen to meet the tastes of local buyers in styling and price range, and timed to carry that news slightly in advance of the usual local buying peak. “Window, counter and departmental displays, as well as any direct mail effort should be coordinated with the basic timing. Natural Selling Period “It is a provable fact that, in many instances, stocks have been purchased and received in March which did not reach their selling peak until July. Because they were on hand, the store management has urged the advertising department to try to move them in advance of their natural or habitual sell.” Hints for the By NANCY HALL ROAST PORK WITH BUDDING A dish corresponding to shire pudding which is served with roast beef cut out of corn meal to serve pork. 1-4 cup corn meal. 1 cup milk. 1-2 teaspoon salt 2 eggs. Place the milk, corn meat in the top of a double boiler about 10 minutes, or until it expanded to form a mixture mixture has cooled, add the beaten. Grease gem tins allowing to each about 1 fat from the roast pork. Moderate oven, basting with the drippings of the pot. This serves four persons. Scalloped Corn 1 cup milk 1 can, or 2 cups corn 1 cup bread crumbs 2 slices green pepper 1 teaspoon salt 1-8 teaspoon pepper 2 tablespoons butter Place alternate layers of bread crumbs in a greased reserving some crumbs for making butter and seasoning to if desired. 1 tablespoon oil be added. Pour on the milk one half hour. QUICK COFFEE CUP 2 cups sifted flour. 1-2 cup raisins chopped 3 teaspoons baking powder 1 teaspoon cinnamon mix tablespoons sugar 1-2 teaspoon salt 4 tablespoons butter or oil 1-2 cup milk. Slift together the flour, basin "Timing" in Selling While not so worded by W. Arthur Cole, first vice-president of Dorrance, Sulliwan and Company, advertising New York, in an interview with a representative of the American Press, Mr. Cole stated that "timing" in the styling, the purchasing and the selling of merchandise is now being given most careful consideration by the larger and more alert merchandise outlets. Mr. Cole's statements were based upon facts learned in an extensive research and actual study of more than 300 large retail outlets located throughout the United States. This research and study was recently completed by his company. Community Purchasing Agent. "The retailer is a self-appointed purchasing agent for his community," said Mr. Cole, "his responsibility, therefore, is greater to his actual and prospective clientele than to any manufacturer from whom he buys. "The newspaper is a self-appointed agent to convey to its community the news of local and world events, and news of the merchandise assembled and offered by the local merchants to meet the needs, desires and personal whims of his customers. They are then, mutually responsible to the same group or to large parts of the same group. The Basis of Merchandising "The basis of successful merchandising, shorn of all petifoggings, is for the merchant to know when his public buys. It is a fact that the great mass of the buying public purchase at retail such merchandise as they want only when they want it. They cannot be forced easily against an habitual trend. "Timing in the styling, purchasing, Banks Gain in Undivided Profits Consolidated undivided profits of the Bank of America National Trust and Savings Association and Bank of America (of California), a state institution, showed an increase of $802,941 to a total of $5,269,619, during the third quarter of 1931, after disbursting $1,-550,000 in dividends during that period, according to figures appearing in the September 29 national and state bank calls. These earnings were reported after the bank had set aside additional reserves for taxes, interest and other items. The consolidated figures of both banks showed a decrease in loans from slightly in advance of the usual local buying peak. "Window, counter and departmental displays, as well as any direct mail effort should be coordinated with the basic timing. Natural Selling Period "It is a provable fact that, in many instances, stocks have been purchased and received in March which did not reach their selling peak until July. Because they were on hand, the store management has urged the advertising department to try to move them in advance of their natural or habitual selling period. Most usually, under such circumstances, the advertising has not done the job as well as was expected and it, and the newspaper used, have carried undeserved blame. "Intelligent merchandise timing will reduce frozen stock and well-timed advertising will add selling power to every dollar invested when it gives the news of fresh, wanted goods. "And now, if ever, is the time to get every fraction of value out of every advertising dollar one spends! Peaks Within Season "Don't think alone of seasonal goods—of seasonal advertising. There are peaks within seasons and the daily sales records of any retail outlet will point to a definite time at which any line of merchandise is most in demand by the buyers of a given retail outlet. Seasonal selling and seasonal advertising are relatively simple jobs to accomplish. Close timing of both are no so simple. It's the extra inch of digging that yields the gem or the ore. "Digging for sales may require extra effort these days; but a careful study of corporation reports shows that they are secured wherever there is management that persistently and aggressively studies available facts and intelligently applies to their digging the reserve power of the knowledge thus gained." "Dig and profit!" Green Feed in Southern California."—F. H. Ernst, Assistant Farm Advisor, Los Angeles County. October 21."—California Fairs, and Relation to Agriculture."—R. R. McLean, Agricultural Commissioner, San Diego County. October 22."—California Tree Friends and Forests."—Woodbridge Metcalf Extension Forester, University of California. October 23."—Walnut Question Box."—M. H. Klimball, Assistant Farm Advisor, Los Angeles County. QUICK COFFEE CUP 2 cups sifted flour. 1-2 cup raisins chopped 3 teaspoons baking powder 1 teaspoon cinnamon milk tablespoons sugar 1-2 teaspoon salt 4 tablespoons butter or oil 1-2 cup milk. Sift together the flour, basugar, and salt, saving ouppons of flour to mix with Cut in the fat with a biscuit add the milk and floured greased pan, pat the dough it is about 1-1-2 or 2 inches bake for 35 to 40 minutes in oven (350 degrees F.). W butter the top and sprinkle mixture of cinnamon and tthe cake in the oven again remain until the sugar begins hot or cold. HOMINY DATE PUIT 1 cup hominy grits 1-8 cup sugar 5 cups milk (skim or whi 1 teaspoon salt 1 cup chopped seeded date 1 teaspoon vanilla. Add the salt and hominy milk and cook in a double hour. Add sweetening date la, and mix well. Partially serving. A milk bottle makes a fry drying and sunning a dish. Sauerkraut can be preserved it in a water bath until of the jar shows a teml 160 degrees F. and then jars tightly. Never turn electricity off you are standing on a wet damp floor. If you do so, likely to pass through your avoid turning light switch when standing in a wet freshly mopped floor, or hands are wet. Roasts from the so-called meat are better cooked ww In case there is not very n an extra piece of suet an to the top. Place the meat hot oven to sear on the e reduce the temperature an until done. These earnings were reported after the bank had set aside additional reserves for taxes, interest and other items. The consolidated figures of both banks showed a decrease in loans from $637,274,360 on June 30, 1931, to $607,-176,145 as of September 29, 1931. Consolidated figures show demand deposits totaling $227,294,351 as of September 29, 1931, contrasted to $258,-289,202 as of June 30, 1931, and time deposits of $615,702,133 as of September 29, 1931, compared with $703,-184,929 as of June 30, 1931. The difference in deposits is occasioned largely by seasonal requirements, with declines in public funds and foreign balances. Cash due from banks, and bonds totaled $340,109,016, or 40.35 percent of combined deposits as of September 29, 1931, compared with cash due from banks and bonds totaling $393,988,707, or 40.96 percent of total deposits as of June 30, 1931. Combined resources of Bank of America N. T. & S. A. and Bank of America (of California), were $1,017,-447,596 as of September 29, 1931, compared with $1,108,659,687 as of June 30, 1931, maintaining the bank among those of the nation with resources in excess of a billion dollars. Daily Agricultural Radio Program Beginning each day at 12 m. and continuing 10 minutes, talks of interest to farmers, growers and producers will be given during the week beginning October 19, under the auspices of the Agricultural Extension Service, cooperating with radio station KFI, as follows: October 19.—"Frost Prevention in Citrus Orchards."—M. B. Rounds, Farm Advisor, Los Angeles County. October 20.—"Ladino Clover" as a Whose birthday or anniversary would be happier for the sound of your voice? IT MEANS so much to hear a friend's voice—have a chat with members of the family who are traveling or away at school—to send personal greetings when there are birthdays or anniversaries special events of any kind. Who would thrill to the sound of your voice today? SOUTHERN CALIFORNIA TELEPHONE COMPANY Business Office: 217 N. Lemon St. Mints for the Home By NANCY HART ROAST PORK WITH BATTER PUDDING A dish corresponding to the Yorkshire pudding which is frequently served with roast beef can be made of corn meal to serve with roast pork. 1-4 cup corn meal. 1 cup milk. 1-2 teaspoon salt. 2 eggs. Place the milk, corn meal, and salt on the top of a double boiler and cook about 10 minutes, or until the meal has expanded to form a mixture. After the mixture has cooled, add the eggs, wellaten. Grease gem thinly thoroughly, allowing to each about 1 teaspoon of fat from the roast pork. Bake in a moderately oven, basting occasionally with the drippings of the pork. This serves four persons. Scalloped Corn 1 cup milk 1 can, or 2 cups corn 1 cup bread crumbs 2 slices green pepper 1 teaspoon salt 1-8 teaspoon pepper 2 tablespoons butter Place alternate layers of corn and bread crumbs in a greased baking dish, serving some crumbs for the top, adding butter and seasoning to each layer desired. 1 tablespoon of sugar may be added. Pour on the milk and bake for half hour. QUICK COFFEE CAKE 2 cups sifted flour. 1-2 cup raisins chopped 3 teaspoons baking powder 1 teaspoon cinnamon mixed with 2 tablespoons sugar 1-2 teaspoon salt 4 tablespoons butter or other fat 1-2 cup milk. Sift together the flour, baking powder VERY LATEST by Mary Marshall Sweaters never go entirely out of fashion. And the reason for that is that they are so extremely adaptable. They began, you know, back in the eighties or ninetyes as a decided masculine garment. The originals were worn by sturdy athletes to protect themselves from chill after strenuous effort, as the name implies. When women went in seriously for outdoor sports they adopted sweaters, which were rather clumsy affairs at best. Gradually they were modified in one between elbow and shoulder. Most of the new sweaters are made in pullover fashion, though some of the waist-length models are made with crossover fronts that tie at one side. A new idea is to have your sweater embellished with embroidered wool flowers. The sketch shows this fashion. The sweater is made with deep ribbed cuffs and hip band, full sleeves and side surplice closing. The large rose design is embroidered in wood on the left side. The new sweaters are made to fit fairly closely at hips and waist but they have considerable fullness through the shoulders and under the arms. Striped Bass Now In Newport Bay Anglers in Southern California will be interested in a striped bass plant which has been made in Newport Bay. A first consignment, consisting of 2,560 fish, arrived at the destination during the past week and were immediately introduced to their new surroundings in the shallow waters along the rim of the bay. This is considered a very excellent plant when it is realized that the two originals, and only, plants in the San Francisco bay district consisted of less than 500 young striped bass. These fish have multiplied until there is now a plentiful supply. However, a second consignment of these fine game wish will be sent to Newport Bay sometime during the month in order to be sure that a sufficient number are introduced to give the district a fair trial as a striped bass breeding ground. If conditions are favorable these young fish will develop and will spawn thousands of eggs in a season. Workers who secured the bass reported that they ranged from five to eight inches in length and were in excellent condition. George Neale, in charge of the bureau of fish rescue and reclamation, said that they were seined in the brackish waters that penetrate the sloughs of the San Joaquin valley near the city of Tracy. Sportsmen in this southern section of the state have been discussing the possibility of introducing the favorite "stripe" into some likely waters, and QUICK COFFEE CAKE 2 cups sifted flour. 1-2 cup raisins chopped 3 teaspoons baking powder 1 teaspoon cinnamon mixed with 2 tablespoons sugar. 1-2 teaspoon salt 4 tablespoons butter or other fat 1-2 cup milk. Sift together the flour, baking powder, sugar, and salt, saving out 2 tablespoons of flour to mix with the fruit. In the fat with a biscuit cutter, and the milk and floured fruit. In a peased pan, pat the dough down until it is about 1-1-2 or 2 inches thick, and make for 35 to 40 minutes in a moderate oven (350 degrees F.). When done, utter the 'top and sprinkle over it a mixture of cinnamon and sugar. Place the cake in the oven again and let it remain until the sugar begins to melt, serve hot or cold. HOMINY DATE PUDDING 1 cup hominy grits 1-8 cup sugar 5 cups milk (skim or whole) 1 teaspoon salt 1 cup chopped seeded dates 1 teaspoon vanilla. Add the salt and hominy grits to the milk and cook in a double boiler one hour. Add sweetening, dates, and vanilla, and mix well. Partially cool before serving. A milk bottle makes a fine stand for drying and sunning a dish mop. Sauerkraut can be preserved by heating it in a water bath until the center of the jar shows a temperature of 60 degrees F. and then sealing the jar tightly. Never turn electricity off or on when you are standing on a wet or even a damp floor. If you do so, the current is likely to pass through your body. Also, avoid turning light switches on or off when standing in a wet place, like a freshly mopped floor, or when your hands are wet. Roasts from the so-called tender cuts of meat are better cooked without water. In case there is not very much fat, get an extra piece of suet and skewer it to the top. Place the meat in a very hot oven to sear on the outside. Then reduce the temperature and cook slowly until done. Sweaters never go entirely out of fashion. And the reason for that is that they are so extremely adaptable. They began, you know, back in the eighties or nineties as a decidedly masculine garment. The originals were worn by sturdy athletes to protect themselves from chill after strenuous effort, as the name implies. When women went in seriously for outdoor sports they adopted sweaters, which were rather clumsy affairs at best. Gradually they were modified in one way or another to cult changing fashion and through all the changes and chances of fashions that have elapsed since the first introduction of sweaters they have managed to survive. Now with the returning of truly feminine fashions they in turn have become more picturesque than ever. They reflect the new sleeve fashions showing melon-shaped fullness at the elbow or a pronounced puff behind them. FREEMAN'S 239 West Center Street—Anaheim, BUILDERS OF 4 COLORS The Green chariot wins! Or perhaps White. For each racing chariot was painted which symbolized the four Roman poets, crude Roman paints would The Green chariot wins! Or perhaps White. For each racing chariot was placed which symbolized the four Roman poets. Today, crude Roman paints would put to countless uses in home and science and research. California's paint manufacturers, famed for quality products, expend over $1,800,000 in yearly wages; buy 14 million dollars of raw materials every year. This statewide industry uses Bank of America's facilities to simplify and safeguard the handling of payrolls. Funds collected from dealers throughout the state, You are invited to profit by the strength of statewide bank. A nearby branch places all Bank of A National Trust & Sav Telephone Company Telephon. 2101 due to this seen interest the division sent experts to make a survey of the situation. Whether the striped bass will adopt the new waters and become an abundant game fish of Southern California is a question. One of the big problems that the fish will have to overcome will be to locate a suitable spawning area and, generally, upon the success of this quest hinges the life of the project. According to the Fort Wayne News-Sentinel, Iceland has only had three murders in sixty years. We were wondering why they didn't make any moving picture dramas with an Icelandic background. Maybe if Columbus had known what kind of a fix this country was going to get in eventually, he would have turned around and started back home before he sighted land. CHICAGO $40 NEW YORK $70.70 ST. PAUL $40 DENVER $25 DES MOINES $37.60 BARGAIN One Way FARES Travel by train at minimum cost, with greater comfort and speed over the smoothest roadbed in America! Good in comfortable day coaches and reclining chair cars. Fares quoted are from Los Angeles. Similar reductions from other Southern California points. Extremely low one-way fares good in Tourist Sleepers are also in effect. UNION PACIFIC R. A. PARKER, Agent Union Pacific Station, Anahaim Telephone 3519 EAST LOS ANGELES STATION Atlantic Ave. and Telegraph Road Telephone ANgeus 6509 or Montabelle 841 Extremely low one-way fares good in Tourist Sleepers are also in effect. UNION PACIFIC R. A. PARKER, Agent Union Pacific Station, Anaheim Telephone 3519 EAST LOS ANGELES STATION Atlantic Ave. and Telegraph Road Telephone ANgeus 6509 or Montabulle 842 MAN'S Paints, Varnishes, Wallpaper, etc.; Gift Cards, Pictures; High-grade Materials Street—Anahelm, California—Telephone 3012 . . . LOWEST PRICES OF CALIFORNIA ALL of the 5 largest Paint Manufacturers in California are depositors in Bank of America Divided all Rome Not wins! Or perhaps the Blue, the Red, or the racing chariot was painted one of these colors, and the four Roman political parties. Roman paints would be useless. Modern paints, not wins! Or perhaps the Blue, the Red, or the racing chariot was painted one of these colors, and the four Roman political parties. Roman paints would be useless. Modern paints, uses in home and industry, are the result of arch. Art manufacturality products. 20,000 in yearly million dollars of year. Industry uses 's facilities to guard the handfunds collected through the state, and deposited in nearby Bank branches, are speedily forwarded to designated points. Credit information based upon statewide knowledge, improves service to distributors. And the ample funds of Bank of America are available for conservative financing of raw material purchases. profit by the strength and resourceful services of this nearby branch places all our facilities at your command. of America Trust & Savings Association