anaheim-gazette 1934-11-08

Farm Value of California’s 1934 Crops Increases $31,670,000 During Past Year as Federal-State Survey Reports On Totals Benefit Payments to Golden State Farmers On Wheat and Cotton Reduction Amount to $4,000,000; Fruit Crops During Present Year Increase to $135,195,000; Truck Crops to $60,000,000. From agricultural production forecasts now available and calculations based on present values, it is estimated at the state department of agriculture that the farm value of California’s 1934 agricultural production will total about $434,065,000 as compared with $402,395,000 last year. It is emphasized, however, that when the final summary of crop production figures has been made later in the year by the federal-state crop reporting service that some revision in the total may be necessary. It is further pointed out that benefit payments made California farmers resulting from wheat and cotton reduction and the corn hog program has been estimated at about $4,000,000. In 1933 field crop production in California amounted to 7,504,000 tons, with a farm value of $106,330,000. For 1934, it is estimated the production of field crops will amount to 6,914,000 tons, having a value of $118,870,000. Fruit crop production in 1933 in California was 4,075,000 tons, having a value of $128,124,000. On the basis of present unofficial forecasts, the tonnage of fruits produced this year will amount to about 4,071,000 tons, having a value of $135,195,000. The value of truck crops produced in 1933 amounted to $54,941,000. This year has been better for the vegetable growers, and their products may have a value of at least $60,000,000 it has been estimated. The livestock industry has probably been hit a trifle harder by the drought than were the growers of truck field figures has been made later in the year by the federal-state crop reporting service that some revision in the total may be necessary. It is further pointed out that benefit payments made California farmers resulting from wheat and cotton reduction and the corn hog program has been estimated at about $4,000,000. In 1933 field crop production in California amounted to 7,504,000 tons, with a farm value of $106,330,000. For 1934, it is estimated the production of field crops will amount to 6,914,000 tons, having a value of $118,870,000. Fruit crop production in 1933 in California was 4,075,000 tons, having a value of $128,124,000. On the basis of present unofficial forecasts, the tonnage of fruits produced this year will amount to about 4,071,000 tons, having a value of $135,195,000. The value of truck crops produced in 1933 amounted to $54,941,000. 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The value of truck crops produced in 1933 amounted to $54,941,000. This year has been better for the vegetable growers, and their products may have a value of at least $60,000,000 it has been estimated. The livestock industry has probably been hit a trifle harder by the drought than were the growers of truck, field and fruit crops, observers said. The value of livestock sold, and livestock products, which include dairy and poultry in 1933 was estimated at $113,-000,000. This year's estimate is now for $120,-000,000 as a corresponding figure, showing only a slight increase notwithstanding better prices for sheep, hogs and dairy products. The production of feed grains and forage crops this year is about 92 percent of that produced in 1933, and about 87 per cent of the 5-year average production for those crops, it is believed, due largely to abnormal rainfall in the producing areas of the southern half of the state, and to a shortage of irrigation water, largely throughout the same area. The northern part of the state had perhaps average or better than average crop production this year. Grapes, prunes and apricots indicate shorter crops this year, such shortages being influenced by semi-drought conditions in areas where they are produced, and general climatic conditions affecting the production of those crops. The price of farm commodities and livestock this year reports showed, has generally been better than in 1932 or 1933 which factor would tend to increase the total value of crops although there was a slight decrease in total tonnage produced. Apparently, department observers said, the increase in the prices of field crops has been greater than for fruit crops. The state's livestock industry has been hard put for sufficient grazing and on summer ranges has been handicapped by a shortage of water for herds and flocks. 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Goodrich Safety Silvertown WITH LIFE-SAVER GOLDEN PLY OTHER SIZES only $ 8.65 4.75x19 $ 9.25 5.00x19 $10.30 5.25x18 Subject to change without notice and to any Governmental tax or levy. J. Gledhill's "GREASE SPOT" 401 No. Los Angeles St. Why Liquid Laxatives Do You No Harm The dose of a liquid laxative can be measured. The action can thus be regulated to suit individual need. It forms no habit; you need not take a "double-dose" a day or two later. Nor will a mild liquid laxative irritate the kidneys. The right liquid laxative will bring a more natural movement, and with no discomfort at the time, or afterward. The wrong cathartic may often do more harm than good. An approved liquid laxative (one which is most widely used for both adults and children) is Dr. Caldwell's Syrup Pepsin, a prescription. It is perfectly safe. Its laxative action is based on senna—a natural laxative. The bowels will not become dependent on this form of help; as they may do in the case of cathartics containing mineral drugs. Ask your druggist for Dr. Caldwell's Syrup Pepsin. Commercial result from the trees are so that the practice a foothold in recent conclusive advisor's office station, under have been come. E. R. Parke station, conduct determine the ages of thinning proved that the ning may antlion during the been practiced after thinning grower may an volume of prod complicated. Pal likelihood of cr industry which loss of profit. The recommn which are con point out that large crops of oranges may b suults, and with other type of o subjected to th tin may be ob Farm advisor's Goodnow Advises Stress On Value Rather Than Price to Get Best Returns From Ads 40 Per Cent of People Educated To Be Price-buyers, Says Merchandising Expert, Who Recommends Emphasizing Quality To Get Full Value From Advertising and Develop Business Drastic reduction of the high percentage of consumers who buy merchandise on a price basis rather than on a value basis is urged in a special report just compiled for the University of Southern California by Marc N. Goodnow, lecturer in advertising and journalism field representative. The conclusions are the result of a study of buying habits and of retail advertising appearing in hundreds of California newspapers. "The more than 40 percent of people who have been educated to be price buyers of merchandise must be reduced if merchants are to improve their conditions," says Mr. Goodnow. "The use of newspaper advertising to emphasize the price of merchandise above the quality or worth of merchandise has been highly effective, but it has not been the kind of advertising to accomplish the best results over a period of time." While advertisers have shortened hours and raised wages, thus adding to overhead to aid recovery, they have at the same time too often attempted to promote the sale of low-priced goods on which there can be little, if any, margin of profit. Too few of them have used advertising to perform one of its most important functions — that of creating an atmosphere of confidence and prestige built upon merchandise of quality and worth. "Used properly, local newspaper advertising remains potentially as resultful as ever it was. Any number of successful merchandise promotions carried on during the past four years prove this statement. Newspapers have suffered hardly any loss in their circulations; in fact, in many instances circulations have increased while advertising rates for the most part have remained constant since 1930. It can also California's state gasoline tax, which has been the storm-center of bitter and protracted battles in by-gone sessions of the state legislature, promises to stir up another battle-royal during the 1935 meeting of the law-makers. At least three proposals for changes in the tax and in the system of allocating its revenues are certain to make their appearance in the legislature, according to present indications. And each of the suggested changes will generate days of heated controversy, if the legislators run true to form. Here are the three amendments which are under consideration by various groups for submission to the legislature: 1. Diversion of part of the gasoline tax revenues from highway purposes to the general fund to help meet the state SERA Field Chief Returns To Duties SERA Field Representative M. H. Lewis for Orange, San Bernardino Riverside, San Diego and Imperial counties, returned to his duties in this area late last week, following return of Acting Administrator Vernon D. Northrop to San Francisco. Wahlberg Advises Pruning of Dead Walnut Wood Now Offers Records In Office To Show Better Results From Practice Now that the walnut harvest is over in Orange county and most of the gleaning completed, the removal of dead wood in normal walnut trees is in order according to Farm Advisor Harold E. Wahlberg. Mature walnut trees tend to show some dead wood at the end of the growing season, generally due to shading out or crowding. It is desirable to remove such branches as soon after harvest as possible so that they may be more easily detected while the foliage is still on the normal branches. If the pruning process is delayed until the dormant season, it will take the operator somewhat longer time to locate the dead or weak limbs, because the entire tree is then defoliated. Orchards that are closely planted will require extra pruning because of the greater shading and competition from adjacent trees. Trees planted 40 feet or closer will require a plan of alternate tree removal. The process of removal may be gradual, however, according to the farm advisor. Ever other tree may be marked as a permanent tree and the intervening trees are and prestige built upon merchandise of quality and worth. "Used properly, local newspaper advertising remains potentially as resultful as ever it was. Any number of successful merchandise promotions carried on during the past four years prove this statement. Newspapers have suffered hardly any loss in their circulations; in fact, in many instances circulations have increased while advertising rates for the most part have remained constant since 1930. It can also be proved that reader interest in newspapers has been greatly intensified in recent years because of the character of current events reported by the newspapers." In his report, the U. S. C. field man denies that local newspaper advertising is properly subjected to the same criticisms that have been leveled at national magazine advertising. "There are few examples of bad taste in local newspaper advertising," says Mr. Goodnow. "There are no decencies. Retail advertising is clean and reliable. If it fails to produce results for the merchant the failure is usually due to faulty copy or merchandise — or in ability of the advertiser to sense the real needs and wants of his community. No amount of advertising can overcome certain mistakes of judgment on the part of management." Figures have already been reported in "Western Advertising," says Mr. Goodnow, showing that on the Pacific coast a far higher proportion of the total population is accessible to influence through newspapers than in comparable regions of the country, due in part to the concentration of 67 per cent of the population in incorporated cities of 2500 or more. In addition, the government's count of retail dollars in 1930 showed that Pacific coast residents spent more than $540 in retail purchases, compared with an average expenditure of only $400. That the Pacific states are highly newspaper-conscious is said to be revealed by studies proving that total newspaper circulation is higher in the west in ratio to the number of consumers. Pacific coast newspapers circulation is 360 in each thousand of population as compared with a national ratio of only 290 copies for every thousand persons. "The conclusion to be drawn from figures such as these," says the U. S. C. representative, "is that the advertising dollar placed in Pacific coast news papers is able to do a better job by as much as 25 or 30 per cent than the same dollar spent in other parts of the country." Thinning of Orange Trees Not Advised After Experiments Commercial advantages which might result from thinning fruit on orange trees are so uncertain in California that the practice is not expected to gain a foothold in the state, according to recent conclusions reported to the farm advisor's office by the citrus experiment station, under whose auspices tests have been conducted for some time. E. R. Parker, horticulturist of the station, conducted a series of tests to determine the advantages or disadvantages of thinning orange crops which proved that the grower practicing thinning may anticipate a loss on production during the year that thinning has been practiced. During the season after thinning has been practiced, the grower may anticipate a gain in total volume of production. The situation is complicated. Parker points out, by the likelihood of crop failure in the orange industry which may cost the grower a loss of profit. The recommendations of Parker, which are contained in bulletin 576, point out that groves with a history of large crops of unprofitable small-sized oranges may be thinned with good results, and with the warning that no other type of orange orchard should be subjected to this treatment. The bulletin may be obtained free from the Farm advisor's office. Sponsored by the League of California Municipalities and is likely to have the support of such powerful groups as the two state auto clubs (leading opponents of the diversion proposal); the state chamber of commerce and possibly the state department of public works. At the present time, under an amendment enacted during the 1933 session of the legislature, the cities are allocated ¼ of a cent of the tax for city street work. In addition to asking that the ¼ cent be increased to ½ cent, the League of Municipalities will make a drive to have the state finance all expenses of state highways within cities—approximately 1000 miles, in total! California farmers, considering the various tax proposals, must not render hasty judgment. The financial crisis at the 1935 session of the legislature will be the greatest in the history of California state government. And when the smoke of battle clears from the general election, every California citizen, if he values his pocketbook and the welfare of his state, must give serious attention to the financial dilemma confronting government. To further constructive action, every group sponsoring tax amendments should submit its proposals to public scrutiny before the legislature convenes. And California taxpayers should take time off from their personal affairs to make their partnership with government a reality, rather than a theory. Sweet Potatoes Now Under New Prorate Proration of all commercial sweet potatoes in California is in effect on a certificate basis, and sweet potatoes may not be shipped in this state from the two main growing sections without certificates issued by the respective zone agents appointed under the California agricultural prorate act, according to Edson Abel, secretary of the commission. by the farm advisor's office over a period of years conclusively show that properly spaced walnut trees bear heavier crops of better quality nuts. Walnut growers of Orange county wishing to improve the production of their orchards by judicious pruning and spacing of trees are invited to examine the records at the farm advisor's office in Santa Ana. GAFFERS & SATTLER Gas Heaters. Circulating Type, Porcelain finish, $9.95. Other values from $3.75. VINCENT FURNITURE CO. Center at Palm Sts., Anaheim Economize by Telephone! It's thrifty to have a telephone. It's spend-thrifty to be without one! Let us show you just how little the cost would be of this money-saving service in your home. by Telephone! It's thrifty to have a telephone. It's spend-thrifty to be without one! Let us show you just how little the cost would be of this money-saving service in your home. Southern California Telephone Company Business Office: 217 N. Lemon Telephone 2101 CENTRAL MARKET West Center Street Strictly Independent Phone 4055 WHOLESALE — QUALITY MEATS — RETAIL BACON Swift's Premium 2 ½-lb. Pkgs. 29c YOUNG STEER BEEF ROAST Tender Meaty, lb. 9½/2c Time Rib Rolled Boneless lb.17½/2c EASTERN FANCY VEAL Shoulder Roast ... lb. 11½/2c Round Bone Roast, ... lb. 15c Boneless Roast ... lb. 17½/2c Cottage Cheese Fresh Daily lb.10c EASTERN PORK ROASTS Shoulder ... lb. 14½/2c N—Either End ... lb. 17½/2c Whole or half, lb. 19½/2c FANCY LAMB Shoulder Roast ... lb. 16c Chops ... lb. 19½/2c Stew—Meaty ... lb. 9½/2c ure Lard Cudahy's Rex Wilson's Laurel Leaf 2 1-lb. Pkgs. 25c Soulder lb. 14½c N—Either End lb. 17½c Whole or half, lb. 19½c Shoulder Roast lb. 16c Chops lb. 19½c Stew—Meaty lb. 9½c Cudahy's Rex Wilson's Laurel Leaf 2 1-lb. Pkgs. 25c Cudahy's Lunch Meats ERS 12½c BYS (Colored) Pound 29c GNEY R SAUSAGE 15c MI (Kosher) Sorted Lunch Meats, lb. 29c Hens Fresh Killed each 59c FRYERS (Colored) Pound 29c OYSTERS Fresh N. Y. Doz. 25c Yellowtail lb. 15c SALMON, lb. 17½c SEA BASS (Sliced), lb. 16½c Black Cheese Kraft's Pound 16½c DE'S HOME GROWN VEGETABLES bage, lb. 1c mer Squash, 2 lbs. 5c nish Onions, 3 lbs. 5c Potatoes, 10 lbs 12c No. 1 Burbank Cauliflower, each 5c CARROTS, BEETS TURNIPS, bunch 1c