anaheim-gazette 1933-05-18

Personality, Planned Selling Are Prime Factors In Most Merchandise Successes Rare Judgment, Genial Sociability, Organizing Ability, Promotional Character Are Characteristics Which Have Aided Leaders to Increase, Hold Sales, Personality Impressive That personality and the elements of merchandise control, reduced expense and planned selling have been responsible for retail successes of southern California merchants in the past three years is the statement of Marc N. Goodnow, journalism field representative, University of Southern California, in an article just published in the May issue of "Nation's Business" under the title: "Merchants Who Are Making Good." Taken as a whole, the writer comments, those four instruments of retailing "have undoubtedly constituted the strong right arm of efficient merchandising. "Significant throughout this period of stress," says the U. S. C. field representative, "has been the fact that so many merchants have succeeded because of such definite characteristics as rare judgment, genial sociability, organizing ability, and promotional character—or a combination of these or other traits either inherent or acquired from long experience in one or more lines of business. In fact, these have been times to test all that a merchantiser has of human knowledge, business acumen and personal fortitude. "Always more impressive than methods, policies, or even merchandise is the personality of the merchant in the smaller city who still maintains a close, personal touch with his customers and so often succeeds on that account. Usually, one who has such an outlook will practically always practice most if not all of the improved methods of doing business." To support his argument that personality and consumer contact are the merchant's most effective tools, Mr. Goodnow cites a number of retailers in various cities whose methods have won them rewards in patronage. Paul W. Palmer, department store owner at Brawley, is referred to as a leading type of merchant who has established new records through his ability to make consumer relations," he says, "have been rewarded by new pictures of their opportunities—and have profited thereby. Upon the results of these surveys they have been able to chart entire new courses more nearly to meet the demands of their buying communities." The efforts of merchants in Glendale and other cities in securing accurate information as to where their trade volume was going, and why, is cited as an example of the trend toward better merchandising. In the former instance, a survey made by trained investigators from the University of Southern California revealed that 42 per cent of the housewives contacted suggested better selections merchandise to hold their trade; 30 per cent advised meeting metropolitan prices; 24 per cent wanted better service; 14 per cent asked that merchants improve their advertising. Certain of the retail successes reported by Mr. Goodnow "were due to expanded promotions; others to the ability to buy and sell on practically the same basis as the large group operators, but to operate on a lower overhead. Personality played a distinct role in the drama—as well as the ability of the independent merchant to satisfy the larger needs of the community from the standpoint of wider selections of merchandise, standard qualities, nationally advertised brands, credit and delivery. "The factors of good margin, expense control, wage adjustment, lower rent, increased sales per employee, rapid stock turn and planned selling have contributed to the success of merchandise..." Usually, one who has such an outlook will practically always practice most if not all of the improved methods of doing business." To support his argument that personality and consumer contact are the merchant's most effective tools, Mr. Goodnow cites a number of retailers in various cities whose methods have won them rewards in patronage. Paul W. Palmer, department store owner at Brawley, is referred to as a leading type of merchant who has established new records through his ability to make friends. George C. Caldwell, grocer, and A. Blumenthal, dry goods merchant, both of Santa Paula, are mentioned in connection with the personal service standards which they follow. Mr. Caldwell is also given the distinction of having founded one of the most successful two-price stores in the country, combining the cash-and-carry chain store method with the credit-and-delivery or service method of the independent dealer. Joseph Richter, Azusa drugstore, is cited as having installed a bonus system which has increased sales to 17 out of every 23 customers. The installation of a modern lunch counter in the center of the American Avenue hardware store in Long Beach is pointed to by Mr. Goodnow as one of the successful methods followed in meeting both competition and the demand for new lines of merchandise. "Merchants who have been interested in making an intensive study of their own business or pursuing some method of research into business politics and New Program For Utility Taxation Three Senators, Farm Bureau Sponsor "Fair Return" Plan For Taxing Monopolies Despite failure of other similar bills, the measure most likely to result in reduced public utility rates to consumers has been passed by the senate and is now before the assembly for action. This measure, introduced by Senators Schottky, Jespersen, and Iriman, and sponsored by the California Farm Bureau federation, provides a new basis for determining rates which is divorced from the present law based only assuring a "fair return" to utility companies. The new plan would take into consideration the "value of service" to the consumer and make this value the maximum for any charge for it. The new section of the utilities act provides. In the exercise of its power to prescribe just and reasonable rates, the commission shall initiate, modify establish or adjust the rates of any public utility so that such public utility will, under honest, efficient and economical management and with reasonable expenditures for maintenance and operation, earn a fair return upon the fair current value of the property which it employs in the service of the public. The commission shall not allow for maintenance and operation expenditures in excess of those which would be required on a comparable competitive basis and the rate of return generally being made at the same time and in the same general part of the state on investments in business undertakings, other than public utilities, which are similarly billed to buy and sell on practically the same basis as the large group operators, but to operate on a lower overhead. Personality played a distinct role in the drama—as well as the ability of the independent merchant to satisfy the larger needs of the community from the standpoint of wider selections of merchandise, standard qualities, nationally advertised brands, credit and delivery. "The factors of good margin, expense control, wage adjustment, lower rent, increased sales per employee, rapid stock turn and planned selling have contributed to the success of merchants in many other lines," the U. S. C. staff member declares. "In countless instances the merchant who gave his undivided attention to those factors had little to worry about from competition, whether chain or independent." The number Miss found it to be who rushed to find her sufferer an overdose of hours of effort. Mr. Floix, the recipient, rescued company from gasoline flushing an automatic gasoline can he enveloped szezed a coat fro it around Leaf flames and then in which he had phone man. L but lived. Anaheim Big C Expect 1000 Social Event Clubh "Ladydees am When the stee Riley booms are Concordia clubh 25, hundreds of down in their fun-making by The occasion Circus staged by the St. Michael President Hart Treasurer Millar of committee haste this week timated capacity The show will BUCK JONES in "TREASON" "Clancy of the Mounted" Comedy - Cartoon - News Sun., Mon., Tues. May 21-22-23 Sunday Continuous from 2:30 "HELL BELOW" with Robt. Montgomery - Madge Evans Walter Huston - Jimmy Durante Babe Didrickson "The Wonder Girl" Wed., Thurs. May 24-25 "OUT ALL NIGHT" with Slim Summerville - Zasu Pitts Phil Baker in "Poor Little Rich Boy" W-A-N-T A-D-S RATE: Five cents the line (count five words to the line) for each insertion. Phone 2414 for want ads that bring results. REV. COMMIE I. DAVIES Ordained Medium — Reading Dally 621 E. 5th St., Phone 4066-W Santa Ana, California Painting & Paperhanging Painting, paperhanging. J. E. Saylor, $40 S. Los Angeles St., Phone 2761. Pianos For Sale 100 PIANOS to choose from; Knabe, Bechstein, Steinway, Chickering, Kibball, etc., new and used, $35 up. Danz, Anaheim. $10 FREE! Send name of friend who wants piano and get $10 Free when we poll. Danz, Anaheim. expenditures for maintenance and operation, earn a fair return upon the fair current value of the property which it employs in the service of the public. The commission shall not allow for maintenance and operation expenditures in excess of those which would be required on a comparable competitive basis and the rate of return generally being made at the same time and in the same general part of the state on investments in business undertakings, other than public utilities, which are attended by corresponding risks and uncertainties. The language of this amendment, proponents said, was taken almost verbatim from a decision of the United States Supreme court in a rate decision case. "It is obvious," Senator Schottky said, "that if the railroad commission were to follow the rule of the highest court in the land, the rate of return allowed to public utilities would be substantially below the seven per cent to which the commission adheres." Senator Schottky further pointed out that in view of the earnings of other enterprises, the incomes of many of the gas and electric companies are "far to high." In substantiating this claim he listed the following returns of some of the concerns: Southern California Gas company, 8.03 per cent; San Joaquin Light and Power company, gas department, 7.39 per cent; Los Angeles Gas and Electric corporation, gas department 8.73 per cent; Pacific Gas & Electric company, gas department, 7.90. Practices What He Is Preaching Here's one advocate of economy who seeks to practice what he preaches. Despite the heavy cut in salary he received last year, Ross Stephens, principal of the Modoc Union High School, appeared before the board of trustees and asked for a further reduction of 20 per cent. He also requested a cut of 15 per cent in the salaries of members of his teaching staff. Oklahoma Picn Her Vigilance Saves Woman’s Life! Mrs. Grayce Tarrant, Culver City operator of the Southern California Telephone Company, who has been singled out from among thousands of telephone employees to receive a Bell System Vail Medal Award for her assistance in saving a human life. Credited with saving a life, Mrs. Grayce Tarrant, Culver City evening telephone operator, will receive a Theodore N. Vall bronze medal, one of the few presented annually by the Bell system to telephone employees in the Pacific coast region who have rendered noteworthy public service. Gaston L. Fogg, San Jose equipment attendant, was similarly honored. Citations just made cover the year 1932 and do not take into consideration deeds of telephone people during the recent earthquake, F. Y. Shyder, manager of the Southern California Telephone company pointed out today. The Culver City operator was singled out from among thousands of fellow employees for her good judgment, initiative and resourcefulness which is believed to have saved the life of Miss Cordelia Baker. Culver City: One night last November, Mrs. Tarrant not Farm Relief Plan Told by Wallace (Continued from page 1) cotton, corn, tobacco, hogs, rice, and dairy products. But the law also permits the department to make marketing agreements with processors, associations of producers and others engaged in handling any agricultural commodity. That may prove the simplest and most practical way of restoring the fair exchange value of the basic products as well as of others. "For example, in the case of cotton I am asking the planters, ginners, handlers of raw cotton and the spinners to form a committee representative of the entire cotton group and Fourth of Taxes Unpaid on April Out of total taxes amounting to $2,403,875.51 nearly one-fourth. $553,761.22 remained unpaid on April. Records of County Tax Collector Lamb and County Auditor W. T. Lobert show the amount of taxes in following districts, with the amount unpaid in parenthesis: Anaheim $171,977.65 ($44,629.34); $134,596.56 ($11,739.26); Buena Bend $37,405.88 ($11,420.01); Centralia $965.74 ($2,267.07); Costa Mesa $313.17 ($23,781.76); Cypress $35,573.71; Diamond $8,906.39; 597.41; El Modena $35,832.23; 004.28; El Tofo $6,258.63 ($1,855.56); Fountain Valley $9,014.46 ($2,188.58); Fullerton $194,613.24 ($40,356.60); Golden Grove $69,591.21 ($24,814.00); Huntington Beach $201,301.37 ($282.36); La Habra $78,920.67 ($180.41); Olinda $28,841.94 ($204.96); Olena $128,750.76 ($31,615.74); Placer Richfield $116,090.84 ($19,776.62); Saratoga $364,691.94 ($101,946.60); Yuba Park $21,468.06 ($4,912.30); Tufton $69,546.93 ($14,911.17); Yorba Lake $21,198.03 ($6,201.65). Plucked Geese Being Examined (Continued from page 1) decade, the geese have been so notized by the magicians of an 'unending prosperity' that they very large kept their squawks while losing their feathers. In fact, beginning at the end of the war they marched to the houses and city halls and begged have their credit pledged on new bridges, sewers, pavements, school houses, etc. They only asked that day be deferred by a bond issue. They again are marching to the houses—squawking. "I hold no brief for public office! They did their full share during jazz decade. But let us be honest." Citations just made cover the year 1932 and do not take into consideration deeds of telephone people during the recent earthquake. F. Y. Shyder, manager of the Southern California Telephone company pointed out today. The Culver City operator was singled out from among thousands of fellow employees for her good judgment, initiative and resourcefulness which is believed to have saved the life of Miss Cordelia Baker. Culver City: One night last November, Mrs. Tarrant noted that a woman calling had a strangely weak voice. She later noticed that the woman failed to hang up the telephone receiver when the conversation had finished. Mrs. Tarrant, whose 14 years of service at the switchboards helped her to sense something was wrong, immediately had the wire chief put the "howler" tone on the woman's telephone receiver. This failed to get any response. The operator then called the number Miss Baker, had called. She found it to be the woman's physician, who rushed to his patient's residence, found her suffering from the effects of an overdose of medicine, and, after hours of effort, finally revived her. Mr. Floux, the other Vail award recipient, rescued Leroy Legg, pinning company employee of San Jose, from gasoline flames. Legg was cleaning an automobile engine when the gasoline can he was holding exploded and enveloped him with fire. Floux sleezed a coat from a passerby, wrapped it around Legg, extinguishing the flames and then administered first aid, in which he had been trained as a telephone man. Legg was badly burned but lived. Anaheimers Await Big Church Circus Expect 1000 to Attend Giant Social Event at Concordia Clubhouse May 26 "Ladydees and Gent'almen!" When the stentorian voice of Harry Riley booms and echoes through the Concordia clubhouse Friday night, May 26, hundreds of Anaheimers will settle down in their seats for an evening of fun-making by local funsters. The occasion is the Society Circus staged by the Pleiades club of the St. Michael's Episcopal church President Harry Horn, Secretary-Treasurer Millard Parks, and a score of committeemen worked in feverish haste this week to prepare for an estimated capacity crowd. The show will include more than 150 cotton, corn, tobacco, hops, rice, and dairy products. But the law also permits the department to make marketing agreements with processors, associations of producers and others engaged in handling any agricultural commodity. That may prove the simplest and most practical way of restoring the fair exchange value of the basic products as well as of others. "For example, in the case of cotton I am asking the planters, ginners, handlers of raw cotton and the spinners to form a committee representative of the entire cotton group and work out an agreement which will be fair to everybody concerned. It will involve reduction of the cotton acreage, of course, for we are producing now much more cotton than the market will take. How are the planters who cut down their acreage to be compensated? The government has the alternative of leasing the idle acreage at a price that will be satisfactory, or of compensating them for the ungrown croy by benefit payments." "Farmers who make this kind of a contract will receive, when they market their produce, the going market rate at the gin, elevator or other market. They will also receive a benefit certificate which can be cashed. The sum of the two should amount to the fair exchange value of the same commodity in the pre-war period." "Farmers who do not agree to limit acreage will not get any benefit payment and will have to take their chances on the market." "Where is the money coming from for these benefits?" I ask. "From a processing tax to be collected from millers, spinners and processors," replied Mr. Wallace. "The tax will be fixed, at first, at a rate which is calculated to bring about the fair exchange value of which we are talking. Maybe that will be difficult, perhaps impossible in some cases. If the market will not absorb the commodity and pay the full processing tax which would be required under the fair exchange test, the law provides for a lower tax. But even the farmer who has reduced his acreage and has qualified for benefit payments will fare better than otherwise." Limited Production "Who is to decide how many acres should be planted to a given crop?" "The department will make the final decision, but we will be guided as far as possible by the counsel of the people chiefly interested." "How are you going to enforce this reduction of acreage? For that matter, how are you going to get this plan accepted by individual farmers? Won't that take an enormous staff?" "I do not believe the average farmer will find it difficult to decide whether to come in or stay out." Mr. Wallace answered. "They will make their con- Riley booms and echoes through the Concordia clubhouse Friday night, May 26, hundreds of Anaheimers will settle down in their seats for an evening of fun-making by local funsters. The occasion is the Society Circus staged by the Pleiades club of the St. Michael's Episcopal church. President Harry Horn, Secretary-Treasurer Millard Parks, and a score of committeemen worked in feverish haste this week to prepare for an estimated capacity crowd. The show will include more than 150 people in the cast and will be given in the true circus style with bands, clowns, agrobatic and tumbling acts, dancing girls, specialty numbers, magicians, fortune tellers and a large array of sideshows in which will be found the fat lady, the wild man from Borneo and many others. The director of the show will be H. Fenner McDowell, for many years an actor and head of pageantry productions, while the ringmaster, in top hat and cracking whip, will be Thomas McFadden. The announcer, for each of the three and five minute acts, will be L. P. Bonnat and the bandmaster, Harry Fellinge, director of music at the Elks' club. Tumbling clowns with wisecracking lines will be led by Harry Macres and Bill Payne and the side shows will be directed by Robert Easton and his committee. Other show executives will be Miss Dorothy Yungbluth, tickets; Leonard C. Vincent, tent manager; W. D. Grafton, tent manager for side shows, and Theodore Kuchel and Miss Helen Grafton, publicity. The Pleiades club was recently organized to put on the Society Circus. Oklahomaans Plan Picnic on May 30 Oklahomaans will hold their picnic reunion on Decoration day, Tuesday, May 30, at Sycamore Grove park, Los Angeles. President John A. Wahlen of the Oklahoma State Society announces that county registers will be installed for convenience and aid in finding old friends. "The department will make the final decision, but we will be guided as far as possible by the counsel of the people chiefly interested." "How are you going to enforce this reduction of acreage? For that matter, how are you going to get this plan accepted by individual farmers? Won't that take an enormous staff?" "I do not believe the average farmer will find it difficult to decide whether to come in or stay out," Mr. Wallace answered. "They will make their contracts with local committees. We shall use agencies already in the field, as far as possible, including the thousands of county agents of the extension service. Farmers will be dealing with men they know, and will not be made to feel that they are being policed. "The complicated part of the work will be in Washington, where we shall have to weigh the experiment step by step, and change our program over night, if we find any part of it isn't working. For after all, this is an experiment, but one which, in my opinion, holds more promise for the welfare of most farmers than anything else that has been proposed or tried." Poultry Group To Meet in San Diego Representatives of the poultry departments of the seven southern counties will assemble at the farm advisor's office in San Diego, 10:00 a.m., Friday, May 19, the occasion being the quarterly meeting of the group to act on such problems as may come up affecting the poultry industry. A partial program includes Dr. R. H. Scofield of the Los Angeles county livestock department, who will outline the progress of the experimental work conducted at Pomona and a report from L. D. Sanborn, assistant farm advisor, Los Angeles county, on the results of the pullet mortality survey in Los Angeles county. Delegates from Orange county expecting to attend are I. E. Heying, Westminster; S. J. Scally; Cypress; Frank Jones, Santa Ana; E. F. Zimmer; Anaheim; and W. C. Childers, Santa Ana." Anaheim, Calif., May 18, 1933 In of Taxes Unpaid on April 20 total taxes amounting to nearly one-fourth, or remained unpaid on April 20, of County Tax Collector J. C. County Auditor W. T. Lamthe amount of taxes in the districts, with the amounts parenthesis: $171,977.65 ($44,629.34); Brea ($11,739.26); Buena Park ($11,420.01); Centralia $7, 267.07); Costa Mesa $63, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $35,578.58; Diamond $8,906.39 ($3, 3,781.76); Cypress $ POST TOASTIES 3 pkgs. 23c MINUTE TAPIOCA 8 ounce pkg. 12c ORANGE EMPIRE STORES AN INDEPENDENT DETAIL GROCER ASSISTANT GLOBE A-1 Corn Meal White or Yellow 5 pound bag 13c 10 lb. bag 25c Bisquick ...2½ lb. pkg. 27c A-1 Flour ...24½ lb. pkg. 73c Tomato Juice Libby No. 2 can 9c Calumet Baking Powder lb. can 25c With 2 ounce package Bakers Premium Cocoanut FREE Snowdrift ...6 lb. can 73c Tomato Juice Libby No. 2 can 9c Calumet Baking Powder lb. can 25c With 2 ounce package Bakers Premium Cocoanut FREE Snowdrift . . . . 6 lb. can 73c Wesson Oil .....½ gallon can 53c Kraut Eastern .....No. 2½ can 9c Corn LIBBY TINY KERNEL or COUNTRY GENTLEMAN .....No. 2 CAN 10c —SOAPS— PALMOLIVE 2 bars .....for 11c SUPER-SUDS 9 oz pkg ...2 for 15c INSTANT POSTUM 4 ounce .....23c 8 ounce .....38c ROMAN MEAL 2 pkgs .....for 45c With One Gladiator Cereal FREE Specials for Friday and Saturday, May 19 and 20 ED P. 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