anaheim-gazette 1932-09-01

Home Town Newspaper Subscribers Are Backbone of Local Mercantile Firms Subscribers Buy From 12 to 21 Per Cent More From Local Merchants Than Non-Subscribers, U. S. C. Journalism Survey Shows; Home Paper of Value to Community Subscribers to the home town newspaper buy from 12 per cent to 21 per cent more merchandise from local merchants that the non-subscriber. Subscribers to the home town newspaper living in nearby rural or smaller communities buy from 9 per cent to 35 per cent more merchandise from advertisers than non-subscribers buy. Viewed from purely an economic standpoint, the local newspaper is making one of the largest, if not the largest, contributions to volume of trade in the smaller cities of California. The relation of the newspaper to the business world is even more vital today than at any time in the past decade; without its influence upon buying in the smaller communities, retail business would be from one-fifth to one-fourth below its present level. These statements are contained in a summary of investigations recently undertaken in several Southern California communities and just released by the journalism department of the University of Southern California. The findings are based on thousands of consumer contacts made under the direction of Marc N. Goodnow, journalist field representative, assisted by Karl Schlichter, research associate, over a period of several months. They are said to be the first that have ever been compiled in California to determine the widespread efficiency of local newspaper advertising. "As a community project," writes Mr. Goodnow, "the local newspaper has paid dividends to merchant-advertisers far beyond the relatively small amounts which the merchants have invested in it. The daily and weekly newspapers have not only drawn consumers of merchandise to the community, but, as our figures will prove they have kept enormous sums of money within the buying area through their advertising." "One of the highly significant things which we have shown is that the subscriber to the local daily or weekly paper spends more money with her local merchants than the non-subscrib- Gas Averages Hold Up Well Consumption Tax In July Less Than Year Ago, Due to U. S. Tax Gasoline taxes assessed to California oil companies for July sales amounted to $3,093,956.34. Richard E. Collins, Redding, chairman of the state board of equalization, made this announcement upon completion of the assessment roll. Comparing this figure with the taxes for the same month last year, Collins finds that there has been a decrease of $193,607.91. He attributes the loss of 5.89 per cent to unusual conditions arising out of the new federal tax of one cent per gallon, which became effective in June. "There is no reason to believe," said Collins, "that there has been an actual decrease in motor vehicle fuel consumption. In anticipation of the federal tax, an abnormally large volume of gasoline changed hands during June." "This inevitably affected July sales, since the consumers' market could not absorb the additional gallonage as fast as it was sold by the oil companies. Much of the motor vehicle fuel reported as distributed in June remained in storage." Both the state and federal tax are Goodnow, "the local newspaper has paid dividends to merchant-advertisers far beyond the relatively small amounts which the merchants have invested in it. The daily and weekly newspapers have not only drawn consumers of merchandise to the community, but, as our figures will prove they have kept enormous sums of money within the buying area through their advertising. "One of the highly significant things which we have shown is that the subscriber to the local daily or weekly paper spends more money with her local merchants than the non-subscriber. She may have no greater spending power than the non-reader of the local paper, but the fact remains that the advertising in the newspaper has exerted its influence upon her buying habits. No doubt, in certain instances, it might be worthwhile for merchants to induce every resident of their city to subscribe for the local paper for the good effect it would have in raising the percentage of dollars spent at home. "Viewed in this light, and in such economic conditions as we have today, the local newspaper is an inestimable asset to the entire community. Not only is it a reservoir of local and national information, but through its ability to increase consumption of local goods it stands out above any other institution in community building value." Summarizing the ability of the local newspaper to perform this community-wide service, Mr. Goodnow declares that "typical local newspaper subscribers can be said to buy 15 per cent more ladies' shoes at home than non-subscribers; 15 per cent more men's shoes; 21 per cent more ladies' clothing, and 12 per cent more men's clothing." "The influence of the local daily in tributary territory," the U. S. C. report continues, "sometimes increases local merchandise volumes to the extent of 12 to 34 per cent in ladies' shoes; 9 to 30 per cent in men's shoes; 10 to 30 per cent in men's clothing, and 10 to 35 per cent in ladies' clothing. The percentage of volume will depend both upon the extent of outside coverage of the newspaper and the character and assortment of the merchandise. "It can readily be seen that without such advertising medium as the newspaper not only would trading conditions be confused and inefficient, but trade volumes would be much smaller than they now are. It can also be verified that without such advertising, merchandise itself would be less dependable as to quality and price, to say nothing of the effect upon trade ethics and practices. For, without advertising, there is no opportunity for the consumer to make comparisons of either goods or prices. "The merchant has an opportunity through his own advertising to share in the increased volume of merchandise created by the newspaper. In fact, with generally lower volumes, there is every reason why he should take advantage of that opportunity for sale." There is no reason to believe," said Collins, "that there has been an actual decrease in motor vehicle fuel consumption. In anticipation of the federal tax, an abnormally large volume of gasoline changed hands during June. "This inevitably affected July sales since the consumers' market could not absorb the additional gallonage as fast as it was sold by the oil companies. Much of the motor vehicle fuel reported as distributed in June remained in storage. "Both the state and federal tax are imposed at the source, i.e., on the first sale. Consequently, the state tax accrued on all transfers made by oil companies in June prior to the effective date of the federal tax. Much gallonage so transferred was not sold to the public until July. "With the federal tax fully effective in July, there has been no further incentive to make such large transfers prior to consumption demands. This has resulted in a marked decrease in original sales, while the transferred stocks of gasoline have been used to supply the market. "Only by combining June and July sales is a true comparison with last year's figures obtainable. Total gasoline taxes for June and July of 1932 are $7,611,423.78, contrasted with $7,302,145.12 for the same two months of 1931." Ten world record performances which marked the Olympic track and field championships have been stamped with official approval and put on the books by the International Amateur Athletic Federation meeting in Los Angeles. Eight were credited to Americans and one each to Japan and Great Britain. The record-breaking festival in the track and field events of the Olympic Games resulted in twenty-three Olympic marks falling. In only five events were the previous marks left intact—the broad jump, high jump, 50,000 meter walk, hammer throw and 10,000 meter run. The women broke all marks in their events. To set a new world's record and of different sales... Bank of America Opens New Branch The establishment of a branch of the Bank of America at Needles, California, was announced recently by Dr. A. H. Giannini, chairman of the bank's general executive committee. This will give Needles the first banking facilities that community has had since December, 1931, and this will be the only bank in the territory extending from San Bernardino to Williams, Arizona. The Bank of America now operates 411 banking offices in 244 California communities. Increase of Cattle Prices Encouraging The tug being exerted by advanced prime beef and hog prices is spreading to the secondary cattle grades and lambs, according to reports being received by the cattle protection service of the state department of agriculture. Within the past few weeks the price of secondary cattle, liveweight, has increased by half a cent a pound and the price of lambs, liveweight, has increased by a cent a pound. The rise is regarded as particularly significant because of the fact that the secondary grades of cattle are in much larger quantity than the prime stock. The record-breaking festival in the track and field events of the Olympic Games resulted in twenty-three Olympic marks falling. In only five events were the previous marks left intact—the broad jump, high jump, 50,000 meter walk, hammer throw and 10,000 meter run. The women broke all marks in their events. To set a new world's record and of course, a new Olympic record, Eddie Tolan, of Detroit, ran 100 meters in 10.3 seconds. The previous Olympic record was 10.6, held by five athletes. The former world's record of 10.4 seconds was held jointly by Tolan and Charles W. Paddock. Henri Cochet, generally regarded as the world's greatest tennis player, amateur or professional, is coming to America to participate in the annual men's national singles championship at Forest Hills, New York, opening September 3 and concluding September 10. Cochet has hopes of meeting H. Ellsworth Vines, Jr., in the final round. Vines present holder of the American title, defeated Cochet during the Davis Cup matches in Paris. During a field day at the Polo Grounds in New York last year Babe Ruth fungo-hit a ball 426 feet, 4 inches. That's said to be the greatest drive ever. The first horse race was staged in 660 B. C. as a part of the 23rd Olympiad program in Athens. The distance was four miles. Back in 1913 the Washington Senators in a game with the Boston Red Sox used eight pitchers and yet managed to win 10 to 9. To set a new world's record William Miller of the U. S. A., during the recent Olympic Games, pole-vaulted 14 feet, 17-8 inches. The previous world record was 14 feet, 11-2 inches. The first pole vault record made back in 1877 was 9 feet, 7 inches. Taking Off Into The Unknown When slim little Prof. Auguste Piccard, Belgian scientist, climbs into the air-tight ball-basket attached to his balloon and sets off for stratosphere heights—he sails into space never before explored by man. In his first trip he attained an altitude of over 10 miles. Photo shows Prof. Piccard entering gondola, and his assistant, Max Cosyn, before the start of their second trip from Switzerland in mid-August. Music Programs Are Successful Thursday Night Concerts Prove Delight to Thousands of Listeners Another series of delightful and educational musical programs sponsored by the city of Anaheim and given in the open air theatre have passed into history. This season's series is hailed as one of the most successful ever put music lovers entranced. Among the orchestra numbers were the opening overture from "Martha" by F. von Flotow; "The Blue Danube" by Strauss; selections from the opera, "Mignon" by Thomas; "Wiener Volksmusik" (Viennese Folk Music) (Pötpourri) by Konzak; "Czardas" from "Der Gest des Wojeweden" by Grosman. In a second group—a Spanish suite was given: "La Feria," by Lacome and three dances from "Nell Gwyn" suite by Edward German, with concluding numbers from "The Fortune Teller" by Victor Herbert. Individual honors of the evening went to Tenor Albert Mahler of the Philadelphia Grand Opera company who Poultry Bureau Is Established Agriculture Department Adds Division to Aid 84,436 Egg Farms Control in the state department of agriculture as a member of strengthening the position of the poultry producers of California, was announced recently by Dudley Moulton, director of the Department. The bureau will be headed by Dr. G. Gierke, now associated with the division of animal industry in the department. It has been found possible to establish the bureau without the penditure of further funds from the department's budget or the hiring of added personnel. Moulton said. The state already maintains laboratories for the investigation and treatment of poultry diseases, and they are to be included in the working plan of the new bureau. These laboratories are located in Sacramento, Petaluma, Los Angeles and San Diego, respectively. The poultry industry in California represents an investment in livestock alone in excess of $20,000,000, while output represents considerably more than twice that figure, according to last United States census reports. The census placed the number of poultry farms at 84,436. "Many of the poultry producers in their organizations have felt for some time that their position would be best fitted by an extension of the state services to cover their industry, insofar as such services would apply," Director Moulton said. "As a consequence we have formed the division of poultry control." "We hope through this bureau effectively answer the many requests we are receiving for expert attention to the production needs of the poultry industry, and to aid the industry in every other way possible." Are Successful Thursday Night Concerts Prove Delight to Thousands of Listeners Another series of delightful and educational musical programs sponsored by the city of Anaheim and given in the open air theatre have passed into history. This season's series is hailed as one of the most successful ever put on by the city. Each Thursday night for many weeks the concerts were staged, marked by variety and excellence of entertainment. Last Thursday's, the climax of the whole series, was enjoyed by a large audience. Director Joseph Black and his Hungarian 12-piece orchestra held the accompanied Mahler. OPEN LETTER TO ORANGE GROWERS OF ORANGE COUNTY "The complete demoralization of the Valencia orange market has thoroughly impressed me, as I presume it has nearly everyone, that some drastic change must be made in our present system of marketing which will control the shipment of fruit in an orderly and sane manner, and which will place such control in the hands of the growers of fruit. Under our present system a rivalry has grown up among the different sales organizations which has placed our fruit on a highly competitive basis in many cases, and the desire of these different organizations to make the best showings at the end of the season has caused much more fruit to be shipped than the markets could absorb at profitable prices. Without making any specific criticism or without attempting to place the responsibility for the collapse of the market upon any one of these organizations I can state without fear of contradiction that they have made colossal failures during seasons of 1931 and 1932. If the sales organizations will not voluntarily agree to cooperate then our only course is to force them to; and this can only be brought about by the organization of an association of the Valencia growers, who will agree to market their fruit only through packing houses affiliated with sales organizations which will cooperate in every way and strictly adhere to any shipping program agreed upon by such an association, either through its directors or a committee appointed by them. If the Valencia orange growers would form such an association at once and be able to secure a membership controlling over 90 per cent of next year's crop, these different sales organizations could easily purpose that might arise. "Being a grower of 50,000 boxes of Valencia oranges this season I am naturally deeply interested in this matter, and fully realizing that all that is necessary to make the growing of Valencias one of the most profitable business enterprises in the world is to control the marketing of the fruit, and fully believing that the organization of such an association will accomplish this end almost immediately I am taking this means of getting the sentiment of the growers upon the matter. Below will be found a slip which can be detached and mailed, and if the responses received indicate that the growers favor the organization of such an association steps will be taken at once to bring it about. "If any good is to be derived for this season it is imperative that action be taken at once and the prompt return of your answers will be appreciated. "I might say in concluding that I am not actuated in this matter for any reason excepting the good of the Valencia orange industry, and have not gone into the disastrous effects of the present market not only upon the growers themselves, but the general prosperity of the state, believing that everyone cannot help but fully realize the importance of the situation. "Hoping that a large enough proportion of growers will concur with my views in this matter to enable us to effect the organization of such an association and the permanent results hoped to be attained thereby. I am Yours very truly, C. D. HOLMES. "We approve of plan suggested and services to cover their industry, insure as such services would apply." Direct Moulton said. "As a consequence we have formed the division of poultry control." "We hope through this bureau effectively answer the many requests we are receiving for expert attention to the production needs of the poultry industry, and to aid the industry in every other way possible." Spanish War Auxiliary To Hold Social Society Auxiliary members of the North Orange county Spanish War veterans at their meeting in the Fullerton I. O. F. hall last Friday evening, planned a pot luncheon to be held Sept 15, with a social hour to follow. Home Destroyed by Flames; Damage $600 Flames which Thursday destroyed greater share of the roof and porch of Tom Tanaka at 10125 Norwalk street did approximately $4 damage, Fire Chief R. Nyboe estimated this week. The fire began on the service porch, probably from a hot water heater vent. Furniture was moved without harm from either fire or water. brought about by the organization of an association of the Valencia growers, who will agree to market their fruit only through packing houses affiliated with sales organizations which will cooperate in every way and strictly adhere to any shipping program agreed upon by such an association, either through its directors or a committee appointed by them. If the Valencia orange grower would form such an association at once and be able to secure a membership controlling over 90 per cent of next year's crop, these different sales organizations could easily be prevailed upon to handle the balance of this year's crop in such manner that at least fair returns could be made to growers. "I have felt for a number of years that the interests of the growers of Valencia oranges are so entirely different than those growing other varieties that some association should be formed, not with the idea of breaking away from the present sales organizations, but for the purpose of bringing concerted action to these organizations for any Realizing the necessity of controlling the marketing of Valencia oranges, and believing that the formation of a Valencia Orange Growers Association is the most logical solution of the matter, I hereby express my desire to become a member of such an organizatin, and in doing so I will agree to market my fruit for next year and as long as I am a member of such organization through packing houses affiliated with sales organizations which will cooperate with and strictly adhere to any prorate or elimination shipping program agreed upon by the directors of or a committee appointed by this association. NAME P. O. ADDRESS Packing House handling my fruit Sales Organization — Exchange — M. O. D., Etc. County shipped from No. of Acres pick boxes Pick boxes 1932 crop 1933 crop estimate (MAIL to C. D. HOLMES, 1408 North Main St., Santa Ana, California). Growers Have Power to Control Quality And Price of Valencias, Expert Claims Dr. Harry Wellman Warns Against Too Much or Too Long Regulation of Shipments Because That Would Influence Habit Change to Other Products; 800 Growers Attended Attempts to influence the orange market by withholding shipments can be over-done, but in proper regulation lies the only solution for profitably conducting the industry. In substance, that was what Dr. Harry Wellman, University of California economist, told 800 growers attending the meeting held last Friday in Anaheim union high school auditorium. During his address, Dr. Wellman took considerable time to warn against too much attempted control in order to get fancy prices, but the main theme was that the grower themselves have in their grasp the only effective solution—cooperative measures in marketing their product, with eliminating from the market the poorer and smaller grades of fruit. "You have within your power, if you care to use it, the ability to increase the quality, the quantity and price of Valencia oranges. The solution to your problem is dependent upon cooperation, rather than individualism," he told the growers. In the course of the discussion, considerable stress was laid on the elimination of any question that might introduce a discussion of merits of the various marketing associations. Also, effects of withholding oranges over too long a period were discussed, but the opinion was expressed that only in wise control could prices be maintained at a satisfactory level by not trying to influence too much the law of supply and demand. "We must in some way control our shipments so as to bring our price level up to that of other foods and thus increase its value," Dr. Wellman said. "The depression has had no greater effect on oranges than on any other food." Hunter Preparing For Grid Season Director of Athletics Willis O. Hunter returned to his office at the University of Southern California recently after a California Leads In Use of Forests 32 Millions Visit U. S. Play Grounds; 17 Millions in This State Recreational visitors to the 150 national forests in the United States during 1931 totaled 8,073,917 actual users of the forests and 24,154,696 transient travelers, a grand total of 32,228,613 people, according to report just issued by the U. S. forest service. Of this total number, 29,836,412 or 92 per cent were motorists. California's national forests lead all states in recreational use with a grand total of 17,454,748 visitors, of which number 3,992,640 were actual users and 13,462,108 transient motorists. The San Bernardino and Angeles national forests in southern California were the most popular mountain playgrounds, with 1,684,000 and 1,125,094 forest users, respectively. The most popular northern California forests were the Tahoe, 155,400 visitors; Sequoia, 133,950; and Eldorado, 112,750 visitors. Eyes Examined — Glasses Fitted HOMER A. NELSON, Opt. D. Optometrist TEUTONOPHONE FOR THE HARD OF HEARING Hunter Preparing For Grid Season Director of Athletics Willis O. Hunter returned to his office at the University of Southern California recently after a brief vacation and immediately started preparations for the Trojans' 1932 football season. Hunter announced that Coach Howard Jones expects to have 16 out of last year's 29 monogram winners back on the squad this season and that approximately 75 men are expected to check out equipment on Sept. 10. Complete reorganization of the Trojan backfield and development of several replacements for the line are the chief problems of the football squad during the coming season, according to Director Hunter. With the graduation of the Shaver-Pinchert-Mallory-Musick backfield combination, the Southern Californians will have an entirely new starting array of backs this year, while new men will be in the lineup in place of Johnny Baker, All-American guard; Stan Williamson, All-Coast center, and Garrett Arbelblide, end. Will Rogers Recognizes Commenting on the National Editorial Association visit to the Olympic Games, Will Rogers gives the following indirect tip to advertisers who depend on retail trade: Commenting on the National Editorial Association visit to the Olympic Games, Will Rogers gives the following indirect tip to advertisers who depend on retail trade: "We have a great bunch out here prowling around. It's the National Editorial Association, composed of editors in smaller towns and weekly publications. They are just eating their way around the country, having a good time and getting a lot out of it and giving every one that meets 'em a close up of just about as representative a gang of Americans as would be possible to band together, intelligent, well read and no national advertising controls their pages. They are not conceited enough to think that they control public opinion. They just go along serving their community with the most indispensable article that it has. And their real power is greater than all your metropolitan dailies combined. Any person that don't read at least one well-written country newspaper is not truly informed."