anaheim-gazette 1932-04-28

Intelligent, Aggressive Advertising Key To More Sales, S.C. Trade Survey Shows Average of 76 Percent of Buyers in All Income Brackets Influenced Directly by Advertising; Methods of Merchandising, With Sales Talks by Clerks Surveys conducted in a number of Southern California cities during the past year by merchandising and journalism students of the University of Southern California definitely have shown not only a larger need by the public for better merchandise of wider selection, but a larger and more intelligent use of advertising by the merchant to control more adequately his trade territory. A condensed report of these surveys has just been completed by Marc N. Goodnow, journalism field representative of U.S.C. "With questionnaires derived from personal contacts running into the thousands," writes Mr. Goodnow, "we find 42 per cent of the housewives suggesting better selections of merchandise; 24 per cent favoring better service; 30 per cent advising merchants to more nearly meet metropolitan prices, and 14 per cent voting for improved advertising. Itelligent Advertising Needed "These percentages vary somewhat in different communities, but they are fairly typical of present buying conditions. Losses by merchants because of the foregoing conditions will also vary, but they are considerable, nevertheless. Our surveys likewise reveal unmistakably that much of the trade losses today are due not only to lack of intelligent, aggressive advertising but to the absence of expert, courteous service. Even where low-priced and medium-priced goods in women's wear, for example, are adequate in price and quality, sales forces were often reported indifferent to a point below normal courtesy." "Merchants in both large and small cities are suffering from a lack of expert service of buyers and salespeople who really know their goods. Personnel training apparently has been neglected during the past three years, and with serious results. To make matters worse in some cities, many salespeople who really know their merchandise seem never to have been taught how to Mrs. R. W. Marvin Is Congratulated Second Anaheim Woman in 12 Years to Win Presidency of 4th District, P.-T.A. Friends of Mrs. R. W. Marvin of Anaheim this week congratulated her upon winning the presidency of the fourth district of the Parent-Teachers' association, at the meeting held in Yorba Linda last Thursday. Mrs. Marvin is the second Anaheim woman to head the organization, the first one being Mrs. G. H. Goodale who headed it from 1915 to 1920. Since then four out of six presidents have been from Santa Ana, and one from Garden Grove. Mrs. Golden Weston led the discussion on the proposal to establish parent educational classes on a once-a-week basis next year. Mrs. W. R. Ward, Mrs. H. H. Heckman, Mrs. R. S. Summers, Miss Olive Potter, Mrs. A. P. M. Brown, Mrs. Arthur Kemper and Mrs. Guy Holman are attending the state convention being held this week at Fresno. Approximately 50 attended the Yorba Linda meeting from Anaheim, and about 250 delegates were present from the county. Oneretta Wins Group Will Hold In Various Cities Promote E As soon as the board Better Films are complete, its members will be elected made for holding various communitisation on progressions interested in at Santa Ana Thur week and heard s various civic leaders Graham C. Hunterton Presbyterian prospects for federation Terry E. Stephens who spoke on the "average woman" the unreasonable; of the First Congress Santa Ana, who r and others. Board to C Management of to be vested in a composed of five Ana; three member heim, Fullerton and bers, each, from other county having motto one member from porated town in the member at large f supervisorial district Officers of the or elected by the board will serve for one will be a president; one from each super secretary, and a selected from the m of directors. These tute the executive Board The directors willings and will call from time to time titles for the purpose information. Each shall be responsible Operetta Wins Hearty Praise High School Glee Clubs Stage Annual Show; Leads Are Applauded "The China Shop," which was given as the combined Anaheim union high school glee clubs' annual operetta at the high school auditorium last Friday night, this week continued to receive favorable comments from the large number of people who attended. Compliments especially were handed out to Bob Eley who handled the comedy role of Juscot Karfair, an American reformer, especially well. Ruth Shaver, as Lotus Blossom, pretty orphan peasant, supported by Elmer Rennie as Sing Fong, also received hearty praise Glee Club Instructor Helene Ehlers directed the two-act Chinese operetta. Additional speaking roles were portrayed by Hugh Taylor as Fat Sing; Roy Cline, Wun Tun; Coalson Morris, Mush Lush; Don Spencer, Chunk; Don Schneider, Tannyu; Thelma Franz, Ting-a-Ling; Edna Kahlen, Ding Dong; Hazel Mosier, Ping Ping; and Elva Hamler, Hoy Lee Toy. Included in the chorus were Lucile Amstuz, Mildred Cordes, Agnes Tietjen, Edith Falkenstein, Frances Hilgenfeld, Ruth Jungkeit, Winifred Blakely, Josephine Hammond, Mabel Hansen, Leonora Jensen, Helen Swann, Evelyn Maahs, Iona Blair, Mary Hein, Marian Ekfer, Betty Berger, Eunice Kelley, Loretta Nichols, Aldene Huff, Dorothy Stall and Kathryn Ableiter. The remainder of the chorus consisted of Marion Morris, Margaret Mahan, Frieda Mae Steuernagel, Marjorie Erickson, Margaret Jackson, Gladys Kopitske, Frances Miner, Katherine Fredericks, Lesta Creath, Ferne Mathis, Flora Weaver, Selma Stark, Emma Krenzler, Wilda Pohlman, Homer Davis, Clarence Nutt and Edward Sockerson. Only Batting Spree to Save Mohler's Record Advertising Guides Buyers Retail newspaper advertising, as shown by the U. S. C. survey, was recorded as influencing favorably from 70 per cent to 80 per cent of consumers in the merchandise they buy and in the place where they buy it. A close check of four income sections in several cities indicated that 75 per cent of the buyers in the highest income bracket were influenced by advertising; 79 per cent in the medium income section; 70 per cent in the low income, and 80 per cent in the lowest income section. California Leads in Intercepting Pests California led every state in the union in the port interception of plant pests of economic importance during the 18 months from January 1, 1930 to June 30, 1931, according to figures from the division of plant quarantine, state department of agriculture, which were submitted this week to Dudley Moulton, director of the department. There were 3,026 major interceptions at California ports during this period. New York was second with 2,418 interceptions, and Pennsylvania third with 2,182 interceptions. California interceptions in all were 12,000 but only those of major economic importance were listed in the tabulations. Medical Society Puts O. K. on Sunkist Ads Acceptance of Sunkist advertising by the American Medical association committee on foods was announced in an advertisement in the group's official publication on March 12. The announcement outlined the nature and size of the California Fruit Growers exchange, described packing, harvesting and distribution of oranges, lemons and grapefruit. Chemical analyses of the fruits gave their vitamin content and enumerated acceptable claims as to quality and healthful properties. Only Batting Spree to Save Mohler’s Record Unless Orv Mohler goes on a batting spree in the final game of the season Saturday, he will lose his University of Southern California hitting honors to Captain Garrett Arbelbide, who is now leading the Trojans by a 30 point margin. The Louis J. Canepa trophy, which is awarded annually to the batter of the Southern California nine, went to Mohler last year when the star short stop had an average of .500. Arbelbide leads the Trojans at present with an average of .382. Molher follows with .352. Ernie Stewart has an average of .328, Eugene Bankston .327 and Al Hildebrand .319. Second Baseman Philippi of Stanford has practically clinched the batting honors of the California Intercollegiate League with an average of .519. If he holds his lead, he will succeed Mohler who topped all other league batters last year and Jesse Hill of Southern California who was the league's best in 1930. Symphony Orchestra at S. C. In Summer A summer session symphony orchestra is one of the extra-curricular activities scheduled for music students in the 1932 summer school of the University of Southern California according to announcement of Dean Walter Skecle of the college of music. Arrangements already have been completed for a public program of the summer symphony orchestra, to be directed by a guest-conductor of the Hollywood Bowl. An a capella chorus also will be formed. Masons Conduct Degree On Board to Choose Films Officers Group Will Hold Mass Meetings In Various Communities to Promote Better Films As soon as the board of directors for the Better Films association of Orange county is completed permanent officers will be elected and definite plans made for holding of mass meetings in various communities to furnish information on progress to the public. Persons interested in the organization met at Santa Ana Thursday evening of last week and heard several proposals by various civic leaders including Rev. Graham C. Hunter pastor of the Fullerton Presbyterian church who told of prospects for federal regulation; Mrs. Terry E. Stephenson of Santa Ana, who spoke on the viewpoint of the "average woman" who doesn't demand the unreasonable; Rev. Perry Schrock, of the First Congregational church of Santa Ana, who recommended action; and others. Board to Choose Officers Management of the organization is to be vested in a board of directors composed of five members from Santa Ana; three members each, from Anaheim, Fullerton and Orange; two members, each, from other towns in Orange county having motion picture theaters; one member from each other incorporated town in the county; and one member at large from each of the five supervisorial districts. Officers of the organization are to be elected by the board of directors and will serve for one year. The officers will be a president; five vice-presidents, one from each supervisorial district; a secretary, and a treasurer, all to be selected from the members of the board of directors. These officers will constitute the executive committee. Board Members The directors will hold regular meetings and will call public mass meetings from time to time in the various localities for the purpose of disseminating information. Each local vice-president shall be responsible for the formation MINING— There is still money in mining, for the man who has the knowledge, the strength and the courage to tackle it single-handed. For that matter, there has always been money in mining and always will be whenever the cost of labor and supplies is less than the value of the ore. Loeffler Palmer is running the "Rube" gold mine single-handed in Utah. He bought a compressor, a tractor to run it, and some compressed-air drills and started alone to operate this abandoned working. From a depth of 180 feet he got out three careds of ore in four months last year and shipped them to the smelter, netting him $13,431.29 for his work. There are plenty of other one-man mines in the West, too small for the big companies to bother with, but capable of earning good pay for the men who work them. "Big Business" hasn't gobbled all the opportunities yet! QUICKSILVER— The metal which everybody now calls, mercury was generally spoken of in my boyhood as "quicksilver." Remembering that "quick" in old-fashioned English meant "alive" and not, as it means now, "speedy," it is easy to see how this mysterious liquid metal, heavier than lead, was regarded as "live silver." Man has used mercury for centuries for the backs of mirrors, a shorter time for the "stuffing" of thermometers and barometers, for recovering gold from its ore and for "silver" fillings in teeth. Its newest use, instead of U.S. Leads World In Excalibur Surprise Decrease In Foreign Trade In PaIn Commodity Prices, Actual Percent Below 1930, AccorInstead of having lost its foreign tpression in many quarters, the United S The importance of our foreign markturing interests in every state of the u showing the distribution of exports by s pression and drastic price declines such as 1931, the value of our domestic exports amounted to $2,377,981,786, to which total every state and territory contributed its share. Only six states had exports valued at less than $1,000,-000, while thirty of the states exported merchandise to a value of $10,000,000 or more, and twelve of the latter did an overseas business of more than $60,000,-000 each. California Third California makes the surprise showing of coming third among states in the value of its exports, with New York first, Texas second, Pennsylvania fourth, Illinois fifth and New Jersey sixth. New York's 1831 export values were placed at $426,230,960; Texas,$324,370 164; California's,$213,740,582; Pennsylvania's.$180,233,538; New Jersey's.$122,251,968. Nevada had the least with $146,843. In each instance, excepting Nevada's which was cut in half, the 1931 total valuations were approximately two-thirds of the 1930 exports. Germany, which displaced the United Kingdom as the second in rank, showed a value of $2,192,850,000. Exports from the United Kingdom (including re-exports) reached only $2,069,823,000 invalue. All other countries showed much smaller totals France, in fourth place, attaining a value of only $1,192,-516,000. 1,400,000 Employed The significance of export trade to American labor is clear when one realizes that more than 1,400,000 workers received more than 1½ billion dollars in wages were directly engaged in produc elected by the board of directors and will serve for one year. The officers will be a president; five vice-presidents, one from each supervisorial district; a secretary, and a treasurer, all to be selected from the members of the board of directors. These officers will constitute the executive committee. Board Members The directors will hold regular meetings and will call public mass meetings from time to time in the various localities for the purpose of disseminating information. Each local vice-president shall be responsible for the formation of local committees and the organization of meetings in his own district, according to the plan adopted. Members of the board of directors who have accepted appointments are: Santa Ana, Mrs. Jennie Tessmann, Mrs. J. F. Burke, Rev. Perry Schrock, C. G. Dowds and W. A. Taylor; Anaheim, Mrs. F. L. Williams, M. A. Gauer and Dr. Herbert A. Johnston; Orange, Mrs. L. L. Williams, Rev. Franklin Minck and Mrs. Pearl K. Hess; Fullerton, Rev. Graham Hunter, S. W. Smith and W. J. Carmichael; Tustin, Mrs. S. W. Stanley and W. S. Suddaby; Brea, Rev. Donald Gaylord and A. C. Andrews; Newport Beach, Russell Stroupe; La Habra, Mrs. Lucian Proud and A. W. McBride; Yorba Linda, Grover Ralston; Costa Mesa, H. B. McMurtry and Grow S. Brown; First supervisorial district, Rev. George Warmer; second district, Edward Dozler; fourth district, Mrs. L. M. Forcey; fifth district; Mrs. B. H. Sharpless. 4H CLUB NEWS Olive Charboneau, 15-year-old 4-H club girl of Wisconsin, put her training to a good advantage when she entered a national cherry pie baking contest and came out champion. The winning carried with it a $500 cash prize which the young lady promptly banked with her other savings which she intends to use in continuing her studies in home economics at the state university. And so training and pluck have brought opportunities and success to another girl. The case of Olive is just one of hundreds where a girl or boy with but few chances to improve themselves make the very most of them, where many others with many chances practically throw them away. They say a girl in a small town hasn't any chance. But Olive never let that worry her. When there was a girls' 4-H club started in her little town of Vesper she joined it. The metal which everybody now calls, mercury was generally spoken of in my boyhood as "quicksliver." Remembering that "quick" in old-fashioned English meant "alive" and not, as it means now, "speedy," it is easy to see how this mysterious liquid metal, heavier than lead, was regarded as "live silver." Man has used mercury for centuries for the backs of mirrors, a shorter time for the "stuffing" of thermometers and barometers, for recovering gold from its ore and for "silver" fillings in teeth. Its newest use, instead of water in steam boilers, promises to create an unheard of demand for mercury. Experiments with a 6,000 - horsepower mercury vapor boiler and turbine made by W. L. R. Emmett demonstrated a saving of about $1,000 a day over the use of water. Now a plant twice as large is being built, in which 125 tons of mercury will be vaporized to produce "steam," then condensed and used over and over again. One result has been to raise the price of mercury from $1 a pound to $2; another, to start a "mercury rush" in Arkansas, where beds of cinnabar, the ore from which mercury is refined, have been discovered. There may not be enough mercury in the world to enable everybody who wants to use it in engines to do so. The largest production in a single year in the whole world was in 1929 when less than $6,000 tons were extracted. Here's a chance for adventure and wealth. Hustle around the odd corners of the world and find a cinnabar mine! MOVIES— "Therillers," mystery plays, newsreels, travel films, slapstick comedies and animated cartoons are preferred by the majority of a group of prominent people recently asked to express their motion picture preferences. College professors, bank presidents, editors, merchants, authors and scientists were among those who expressed themselves. There aren't enough of that sort of minds, however, to provide the audiences necessary to the success of the motion picture industry. Dr. Hendrik Willem Van Loon put his finger on the spot when he wrote: "Ninety percent of all people everywhere and at all times will never grow older, mentally speaking, then twelve years, and will never be able to appreciate what the other ten percent will like." It's the child-minded ninety percent for whom most of the world's commodities, as well as its entertainment, are produced, after all. SUGAR— If you want to lay up your foundations, walls and chimneys in a mortar that will stand forever and get stronger with age, mix a little sugar with the lime and sand. That's what Dr. Gerald L.Corner of the Melton Institute of In-Kingdom as the second in rank, showed a value of $2,192,850,000. Exports from the United Kingdom (including re-exports) reached only $2,069,823,000 invalue. All other countries showed much smaller totals France, in fourth place, attaining a value of only $1,192,-516,000. 1,400,000 Employed The significance of export trade to American labor is clear when one realizes that more than 1,400,000 workers received more than 1½ billion dollars in wages were directly engaged in producing goods for export in 1931.Furthermore, there was probably an equal additional number employed indirectly in service activities and in supplying the needs of those engaged directly. Many of us do not appreciate the fact that these benefits from foreign trade are by no means confined to the larger nation has undoubtedly been a deterrent-of suicide in the past.Fear of the world's opinion has become a stimulus to suicide.The happiest man is the one who lives so that he does not care what other people think about him. Masons Confer Third Degree On Candidates Third degree was conferred upon a class of candidates at the regular meeting of the Anaheim Masonic lodge last Friday evening, with Arthur H. Shipkey presiding. Thomas Lumsdon, secretary, reported that preparations were completed for the school programs this week in Anaheim. The case of Olive is just one of hundreds where a girl or boy with but few chances to improve themselves make the very most of them, where many others with many chances practically throw them away. They say a girl in a small town hasn't any chance. But Olive never let that worry her. When there was a girls' 4-H club started in her little town of Vesper she joined it. And this in spite of the fact that she was a member of a large family of girls whose main dependence was their mother and what they could earn themselves. Olive was the youngest of the six. When the club was started by one of the good women of the town, Mrs. G. H. Horn, with the assistance of others, Olive was only 11 years old. She saw a chance to learn something which might be useful, and it would be fun, too, to work with other girls. Her first project was canning. Her section is a great cherry growing region—one of the leading sections in the midwest. The second and third and the fourth year she carried on her canning projects. And by that time she knew canning cherries from A to Z. And other foods, too. Olive drives ten miles every school day to a high school so she can qualify for college. In the evening she also helps her mother operate the local telephone exchange. And if you were to ask her if a small town was a dinky place she would answer emphatically no. There is always something interesting going on in the clubs. SUICIDE— Within the past few weeks the world has been shocked by the suicides of two outstanding figures, George Eastman and Ivor Krueger. Only two or three years ago Alfred Lowenstein, another great financier, jumped out of his airplane as it was crossing the British Channel. Literally thousands of other men who had been more or less prominent in business and industrial affairs have killed themselves in the past few years because they were not equipped with the resources within theniselves to enable them to face the world without money. They knew no other way of life except by buying what ever they thought might contribute to their happiness. In Mr. Eastman's case it was not lack of money but the feeling that he had finished his life's work and would be happier dead than ill, but in almost every other recent suicide the reason has been fear of poverty. The world has largely discarded the belief in any form of punishment beyond the grave. Fear of eternal dam- World In Exports During 1931; California Surprise Third In Valuations Foreign Trade In Past Year Due Mostly to Decline in commodity Prices. Actual Quantity Shipped But 20 at Below 1930. According to Survey by U. S. Having lost its foreign trade prestige, as seems to be the imminent quarters, the United States led the world in exports in 1931. Finance of our foreign markets to farming, mining and manufacture in every state of the union is apparent from the tabulation distribution of exports by states. Even in a year of profound economic price declines such value of our domestic exports to $2,377,981,786, to every state and territory share. Only six states had at less than $1,000, of the states exported a value of $10,000,000 or more of the latter did an average of more than $60,000. Vornia Third makes the surprise show-third among states in exports, with New York second. Pennsylvania fifth and New Jersey's 1831 export values are $426,230,960; Texas, California's, $213,740,582; $180,233,538; New Jersey-68. Nevada had the 843. In each instance, India's which was cut in total valuations were ap-ter-thirds of the 1930 displaced the United States second in rank, showing $2,192,850,000. Exports in Kingdom (including reached only $2,069,823,000) other countries showed totals. France, in fourth a value of only $1,192. Employed price of export trade is clear when one rea-than 1,400,000 workers, than ½ billion dollars directly engaged in pro-duction. Eastern sea-coast states. Texas, for example, had larger exports than any other state except New York. Its total exports of $324,000,000 represented nearly $200,000,000 in wages paid to labor directly engaged in producing the cotton, petroleum products, wheat, flour, crude sulphur and other commodities shipped from Texas to foreign countries. As further evidence of the significance of export trade in the economy of this state, it may be noted that the value of her exports last year was more than ten times as large as the total of personal and corporate income taxes paid by Texas to the federal government in the last fiscal year. While the profits on trade were in excess of the total of such tax payments. Quantity Nearly Same Indiana. Alabama. Tennessee. Mississippi. Iowa., Missouri. and Kansas. to mention only a few of the states which are not commonly believed to be vitally concerned in foreign trade. Had exports of from $10,000,000 to $30,000,000 in the depression year of 1931. In the aggregate these seven states exported goods valued at $141,000,000, the production of which is estimated to have involved the direct labor of more than 80,000 workers receiving $85,000,000 in wages. Although the value of exports in 1931 was 37 per cent smaller than in 1930, this falling off was due in large part to the drastic price declines during the year. In actual quantity, exports declined 20 per cent, or only slightly more than the decline in domestic business. Divorce is not mentioned in the proposed new India constitution. Stake tall-growing plants now and tie them with raffla. It has been estimated that there are more than two billion pores in the human body. ROUND TRIP Buy now for use any day MAY 22 to OCTOBER 15. New lower rates named good for return within 30 days. Season rates good for return until October 31. Destination 30 Day Season Atlanta, Ga... 101.79 109.35 Boston, Mass... 126.85 142.20 Chicago, Ill... 90.30 Cincinnati, O... 95.14 101.34 Denver, Colo... 67.20 Detroit, Mich... 96.80 101.70 Fort Worth, Tex... 75.60 Galveston, Tex... 78.00 Houston, Tex... 75.60 Kansas City, Mo... 75.60 Minneapolis, Minn... 90.30 New Orleans, La... 89.40 New York, N.Y... 119.77 135.12 Oklahoma City, Okla... 75.60 Philadelphia, Pa... 118.41 133.14 St. Louis, Mo... 85.60 Washington, D.C. 146.56 150.45 AND MANY OTHER California can remove the nation's blue glasses! ENLIST YOUR DOLLARS for STATEWIDE PROSPERITY Cooperate in Bank of America’s spirited movement for a statewide mobilization of all inactive dollars ... Every loyal Californian should put his shoulder to the wheel in this confidence-restoring “back-to-good-times” campaign ... Let’s all pull together for a speedy return to level- for STATEWIDE PROSPERITY Cooperate in Bank of America’s spirited movement for a statewide mobilization of all inactive dollars . . . Every loyal Californian should put his shoulder to the wheel in this confidence-restoring “back-to-good-times” campaign . . . Let’s all pull together for a speedy return to level-headed thinking and a sound prosperity . . . Help restore a normal flow of money into all trade channels. Cooperate with the banks of your state . . . Even now definite signs of better times are appearing. Let’s encourage, stimulate and accelerate this trend toward the return of a sound prosperity . . . Each individual can contribute to better business conditions—by opening a “California Prosperity Account” in this, or any other bank, and by returning to normal buying habits . . . Why passively WAIT for good times to return? Put every dormant dollar to work and you’ll put every worker back on the job. Open a "CALIFORNIA PROSPERITY ACCOUNT" NOW! BANK OF AMERICA NATIONAL TRUST & SAVINGS ASSOCIATION MEMBER FEDERAL RESERVE SYSTEM