oc-plain-dealer 1922-12-18

SUNSKIST PLANS ADVERTISING DRIVE With a crop estimated 80 per cent, Sunkist's 1923 advertising campaign will be one of the most comprehensive and interesting ever conducted by the California Fruit Growers Exchange in its 15 years of national advertising, according to the present plans. Such mediums as the Saturday Evening Post, The Literary Digest, The Ladies Home Journal, Good Housekeeping; The Woman's Home Companion and The Pictorial Review are scheduled in the magazine field to carry the message of Sunkist's good health and usefulness. There are 259 cities listed for "Orange Week" campaigns. In these localities a series of three 720 line insertions in newspapers, with a one month showing of posters will be used to support the local campaigns. A twelve dealer service men will handle "Orange Week" promotion in the markets. Photogravure advertising on the toilet and beauty uses of the lemon wait run in a series of five insertions in the Sunday newspapers of 19 principal cities. This series will start in January and insertions will be spaced every three weeks until completed. Other newspaper advertising on both oranges and lemons for certain key market cities is under consideration. A five week's newspaper campaign on "Red Ball" oranges opened in the principal markets in Texas, and parts of Arkansas and Louisiana, Dec. 5th. Sunkist extractions will receive liberal publicity throughout the entire 1923 campaign. Some very attractive Sunkist display material for both groceries and soda fountain owners has been prepared. In southern markets where Red Ball Oranges are now being advertised and sold dealers will be furnished with Red Ball display material and selling helps. Through a series of advertisements in the wholesale and retail trade press the Exchange will keep the trade informed upon the activities of Sunkist. As in years past the California Fruit Growers Exchange will be taken to improve it for a fine residence day, last Tuesday. Despite inclement weather, interest in the purchase of lots in Wilshire Square, Santa Ana's big new subdivision, has continued all week, according to E. J. Chambers of Chambers and Moichan, who are directing sale of the new subdivision. Success of activities pertaining to one of the largest subdivisions ever offered in the city was indicated by the sale the first day of forty-seven lots to homeseekers and investors. Twenty-five of the purchases were made. SALT LAKE—L. A. RECORD TO REO CAR Between Cedar City and Bunk, in the southwestern corner of Utah, lies a low mountain range that forms barrier or watershed between the irrigated lands surrounding Cedar City and the bed of the prehistoric Lake Bonneville that now forms a portion of the desert region along the Nevada-Ute state boundary. Starting out from Salt Lake City some days ago, a Reo Six touring car from the Reo Motor Car Company of Big Silt On I MANILA. dustry on the predicted by 15 years having ducing the plant acres of mu years old, new worms at the tions a year the cocoon home-made peets, howeveration shortly of modern. Some very attractive Sunkiet display material for both groceries and soda fountain owners has been prepared. In southern markets where Red Ball Oranges are now being advertised and sold dealers will be furnished with Red Ball display material and selling helps. Throughout a series of advertisements in the wholesale and retail trade press the Exchange will keep the trade informed upon the activities of Sunkist. As in years past the California Fruit Growers Exchange will afford the merchants handling oranges and lemons the fullest possible co-operation. NOTED EDUCATORS DIFFER CHICAGO, Dec. 16.—In our youth we glory in our virility, our strength our pep, our masculinity. When we grow old we keep the memory of those days that are gone forever, but look down on the younger generation supplanting us as inferior specimens of weaker stuff than their daddies were made of. This is the learned opinion of Dr. Walter Dill Scott, noted educator and president of Northwestern University. Dr. Scott expressed it to United News when quizzed for his reaction to the words of Chancellor Samuel Black McCormick of Pittsburg University, who bemoaned in Baltimore a state of effeminacy into which he said the country was drifting. RECORD TO REO CAR Between Cedar City and Bund, in the southwestern corner of Utah, lies a low mountain range that forms barrier or watershed between the irrigated lands surrounding Cedar City and the bed of the prehistoric Lake Bonneville that now forms a portion of the desert region along the Nevada-Utah state boundary. Starting out from Salt Lake City some days ago, a Reo Six touring car from the Reo Motor Car Company of California, with a view to testing out the roads between the Utah capital and Las Vegas, Nevada, in connection with the existing automobile passenger and express service over a portion of the route and its contemplated extension, the car made such excellent time that a continuation of the run to Los Angeles was decided upon and completed in new record time. The Reo Six record breaker, a stock model touring car, established this new record under exceptionally adverse road conditions due to the fact that there had been no rain for some time and that much of the route between Salt Lake and St. George, Utah, was under construction and bad detours prevailed. The time of 26 hours, 15 minutes for the 853 miles is only six minutes under the previous mark set a year ago, but it establishes beyond the shadow of doubt the feasibility of the contem- Take your pencil and check off some of the items you think "he" or "she" would like for Xmas. Drop in at the store and look them—Lots of other items not listed here. FOR HIM Pocket knives Razors Flashlights Set repair tools Fishing reels Shot gun Cleaning rods Pack bag Camp stove Camp canteen Tackle kits FOR MER Meat choppers Knife sharpeners Fireless cooker Vacuum cleaner Percolators Carpet sweeper Serving trays Sensible Gift Suggestion The sensible gift is something that can cheer the better. There are scores of our HARDWARE stock. KITCHEN FOR A gift o enamele gladden heart. more to cheery Pack bag Camp stove Camp canteen Tackle kits FOR HER Meat choppers Knife sharpeners Fireless cooker Vacuum cleaner Percolators Carpet sweeper Serving trays Cake mixers Pie servers Roasters Casseroles Crumb tray FOR THE ROME Range Step ladder New heater Electric heater Bath room features Gifts of Utility Hardware EVERY MAN WELCOMES A set of "round-the-house" tools—a tightening pipes and dozens of other grade pair of pliers for anything that ha or twisted; hammer, block plans, etc. Exactly the thing for the man w putter around the house. HAS HE A FINE RAZOR AND Does he shave himself? Then give him a razor tra fine. For the man who uses a Safety we line. He'd also like a new strop—one that cutting edge on his razor. Nothing adds more to the pleasure of shaving. Straight Edge Razors. ELECTRIC LIGHT FOR YOUR CHRISTMAS TH SORTED COLORS, LIGHT OUTFIT George B. Pe Hardware Opposite The California Theatre are lots purchased first day tract was opened made the first hour of the opening day, last Tuesday. The first purchases were made by John Steinberg and Victor De Sutter, who bought three lots. According to Chambers, reservations on hand at the tract office, 1242 South Main-st, indicate an extremely rapid sale of the remaining lots in Wilshire Square. Chambers said that prospective purchasers who view the property are enthusiastic over the rapid development program now being carried out under full speed. The program includes the immediate installation of gas, electricity, sewers, sidewalks, curbs and ornamental trees. Streets will be paved under the 1911 improvement and 1915 bond acts, which provide assessments over a period of ten years to pay the paving costs. According to reality experts familiar with property values in and around Santa Ana, prices placed on lots in Wilshire Square are remarkably low. GREATER TONNAGE TO CUT SHIPPING RATES The high costs affecting American shipping and the lack of co-operation on the part of the American government with the nation's marine interests have so crippled the country that 70 per cent of the 80,000,000 tons of shipping carried from the United States last year was transported in foreign vessels, Captain I. N. Hibbred, marine authority of the city, said yesterday in speaking on the ship subsidy bill before the San Francisco Electrical Development League at the Palace Hotel. An injustice has been done American ships by the use of the word "subsidy" in this bill, the speaker declared. America is faced with strong competition in foreign markets and we should have our own vessels ready to carry the products to the Orient where great markets are soon to open up, he said. American ships should be independent of other nations and sufficient in tonnage to carry American trade without foreign dominance, Captain Hibbred declared. AUTOS—PACEMAKERS AND PEACEMAKERS Irvin S. Cobb suggests that if the automobile had come a half a century earlier, there would have been no Civil War. Here is his line of reasoning: "I believe if, back in '61, the man who lived in Carolina could have stepped into his 'Lizzie,' turned on the gas and cruised away to Vermont, and found that the people there were of his own flesh and blood, with much the same aspirations and ideals of decent and peaceful and orderly government, why then there would not have seemed to be any need of war. The Vermonter would have learned the same basic facts regarding the Carolinian." This better acquaintance among people living at a distance from each other which comes from the increasing use of the automobile is doubtless one of the greatest benefits it has conferred on mankind. This sort of intercourse makes national unity. It tends even to international unity. Mr. Cobb is probably right in his conclusion that the motor car is doing as much as any other agency on earth to teach one nation. BIG SILK INDUSTRY ON NEGROS ISLAND MANILA.—Success of the silk industry on the Island of Negros is predicted by a platter there who for 15 years has been profitably producing the fibre. The planter has a grove of 40 acres of mulberry trees four to five years old, now, and is raising silk worms at the rate of eight generations a year. The silk is taken from the cocoon and spun and woven on home-made spinning wheels. He expects, however, to organize a corporation shortly to finance the purchase of modern machinery. Charles S. Milady to DON'T OLD STYLE NIGHTIES PARIS—Fluffy, ruffled nightrobes of sheer linen and lace are being ousted from madame's lingerie chest and the old-fashioned night shirt much like what grandma used to wear is taking their place. These "chemise de nuit" are made of the heaviest silk, with a plain tailored front, which buttons straight down. The sleeves are long and generally cuffed and vary from sailor snaps to the new bateau shape. Monograms of tiny figures or initials are embroidered on the front tab or pocket. They give a touch of national unity. It tends even to international unity. Mr. Cobb is probably right in his conclusion that the motor car is doing as much as any other agency on earth to teach one nation. MANILA. Success of the silk industry on the Island of Negros is predicted by a platter there who for 15 years has been profitably producing the fibre. The planter has a grove of 40 acres of mulberry trees four to five years old, now, and is raising silk worms at the rate of eight generations a year. The silk is taken from the cocoon and spun and woven on home-made spinning wheels. He expects, however, to organize a corporation shortly to finance the purchase of modern machinery. Charles S. Banks, well known entomologist, declares that the Negros silk is superior to that of any other locality. It is estimated that the silk output of the district will amount to half a million dollars annually within the next five years. MEXICAN, 44, DIES FROM DIPHTHERIA Gaudalupe Clisneros, 44, died last night at 6 o'clock at the Orange-co hospital the death certificate giving diphtheria as the cause. He was a resident of the Mexican colony near the sugar factory. Burial was in Holy Cross this afternoon. Plated fast passenger and express service between Salt Lake and St. George; between the latter city and Las Vegas and itaer on, into Los Angeles by way of the Arrowhead Trail. PARIS—Fluffy, ruffled nightrobes of sheer linen and lace are being ousted from madame's lingerie chest and the old-fashioned night shirt much like what grandma used to wear is taking their place. These "chemise de nuit" are made of the heaviest silk, with a plain tailored front, which buttons straight down. The sleeves are long and genally cuffed and vary from sailor snapes to the new bateau shape. Monograms of tiny figures or initials are embroidered on the front tuck or pocket. They give a touch of color. Every chic woman who starts off on a journey must tuck one of these new nightshirts into her case. They are exceedingly practical for country wear—even if not too beautifying. SWISS GRAPE CURE PARIS, Dec. 12.—"The grape cure" is attracting many Americans to Vevey, in Switzerland, where under proper medical supervision, it has proved itself to be of great value in vases of gout and certain forms of liver trouble. The patients rise early in the morning and cut the grapes themselves from the vines, and thus the "dure" includes not only the actual eating of three or four pounds of the fruit daily but a good deal of healthful walking and climbing through the vineyards. It Pays to Advertise in the Orange County Plain Dealer. LONG HONEYMOON ENDS NEW YORK, Dec. 13.—The first cruise around the world in a motor boat ended at 11 a.m. today, when the 98-foot yacht Speejacks, carrying Mr. and Mrs. Albert Y. Gowen Jr. of Chicago, docked in the East river. The boat left New York ten months and followed the equator. Part of its crew deserted, it was wrecked in the South seas and it fought storms that finished larger craft. The trip, it is estimated, cost $1,000,000, of which $100,000 went for gasoline. The voyage was the Gowens' honeymoon trip. GIFT PROBLEM SOLVED KITCHEN WARE FOR XMAS A gift of aluminum or enameled ware will gladden any woman's heart. Nothing does more to make bright cheery kitchens—and KITCHEN WARE FOR XMAS A gift of aluminum or enameled ware will gladden any woman's heart. Nothing does more to make bright cheery kitchens—and every woman loves such a kitchen. Aluminum Gift Pieces. MAN WELCOMES "he-house" tools—a wrench for dozens of other uses; a high for anything that has to be pulled block plans, etc. ing for the man who likes to house. RAZOR AND STROP Then give him a razor—something ex-who uses a Safety we have an excellent new strop—one that will put a velvet or. the pleasure CHRISTMAS TREE—ASB. Peck Theatre GUARANTEED SERVICES Three Days ting to Fini uct From Christmas. 529 R Studio Open 'till 9 P.M. The rapid extension of the use of washing machines dates from war times when there was such a scarcity of servants. A substitute had to be found for the maid who did the heavy work. There it was, the electrically driven washing machine. Electric percolators are now finished in fireplace China, as well as in metal to pick up the most fastidious housewife. There are 730.00 electrical consumers in California served by 45 power companies, operating from 250 district offices. Gift Suggestions From the Children's Christmas Store If you're choosing a gift for a child come to The S. Q. R. Store where you are surrounded by the things they would choose for themselves. FOR GIRLS Dresses, Coats, Sweaters, Hats, Hosiery, Purses Beads., Scarfs, Dolls. FOR BOYS by the things they would choose for themselves. FOR GIRLS Dresses, Coats, Sweaters, Hals, Hosiery, Purses Beads., Scarfs, Dolls. FOR BOYS Overcoats, Bells, Ties, Caps, Sweaters, Suits, Shirts, Shoes, Sox. The S.Q.R. Store ---Our finishing department is right up to the minute with orders. They are all ready so it is possible to give you this SETTING STONIGHT TUESDAY SETTING STONIGHT and TUESDAY--PHOTOGRAPHS READY THURSDAY, 8 P. M. Three Days From Seting to Finished ProdFrom Now Until Christmas. CORNELL--- PHOTOGRAPHER 146 West Center St.