oc-plain-dealer 1924-06-25

EDITORIAL AND FEATURES An Independent Newspaper Issued Every Afternoon Except Sunday Paul V. Hester Editor and Publisher DAILY GREETING TO OUR READERS Whene'er a noble deed is brought, Whene'er is spoken a noble thought, Our hearts, in glad surprise, To higher levels rise. —Longfellow NEW YORK NOW WORLD'S COLD CAPITAL The gold capital of the world. Such is the connection that is coming to New York. High treasury officials at Washington advance the belief that the low interest rates in the United States, backed by the largest stock of gold ever assembled in one country, will make New York the undisputed money center of the world. Borrowers of great sums are coming to the United States to place big loans. The United States held about $4,000,000,000 in gold on the first of June, and about $400,000,000 more is to be imported this year, it is estimated. This tremendous financial resource is placing the United States in foremost position as a lending power. This is favorable to America in several ways, not alone as a lender of money but also as a commercial country. Rightly used—and there is no reason to feel that it will not be used rightly—this enormous fiscal power should be of inestimable benefit to the United States and to foreign countries. PROTECTION FOR BIRDS IS PLANNED Thanks to the efforts of disciples of Audubon—lovers of birds—an international conference is to be called, under auspices of the United States Government, to formulate agreements and treaties "to protect migratory wild fowl and relictorous birds." This action was decided upon at the national conference on outdoor education, held in Washington at request of President Coolidge. The conference on protection of bird life would include the "nations constituting the Pan-American Association and others adjacent to the United States." This is a movement in which Californians may join with rest and enthusiasm. This state is noted for its beautiful birds and its melodious feathered songsters. Study and appreciation of bird life is quite common here. Lovers of Nature and of the charming creatures which make the woods and fields placed of the United States Government, to formulate agreements and treaties "to protect migratory wild fowl and reptivorous birds." This action was decided upon at the national conference on outdoor education, held in Washington at request of President Coolidge. The conference on protection of bird life would include the "nations constituting the Pan-American Association and others adjacent to the United States." This is a movement in which Californians may join with west and enthusiasm. This state is noted for its beautiful birds and its melodious feathered songsters. Study and appreciation of bird life is quite common here. Lovers of Nature and of the charming creatures which make the woods and fields sweet with song have opportunity to give moral support to this effort to save birds from extinction. PERMUTET SOFT WATER YOU'RE OUT OF DATE If you're doing your washing at home or having it done there. Now that you can have your laundry done as well and for as little as we will do it, it is sheer folly to stick to the antiquated ways. Phone us and give our rough dry service a trial. Carl Oelke, Anaheim Agt. Phone 129 THE SANITARY LAUNDRY 225 WEST SANTA FE AVENUE FULLERTON PHONE 26 PARAGRAPHS By ROBERT QUILLEN Marry in haste and pay alimony at leisure. When a man hates to work and it bores him to loaf, what's the answer? A man really needs a vacation after the strain of deciding where to go on it. A good neighborhood is one where you can wear phony jewelry and get away with it. The man who would lead must first learn to follow—through. Ask any golfer. Give Cain credit for one thing, anyhow. He produced the world's first front-page story. An adequate technical criticism of the average novel of today: "It has nice covers." "Breaks All Ten Commandments in One Night" is a headline that we are momentarily expecting to read. Some people seem so perfectly versed in table manners as to make us wonder whether they used to be waiters. Cast your paragraphs upon the waters and they will return to you after many days, credited to somebody else. A headline says: "Speeding Tourist Crashes Thorough Billboard." His only chance to get This is the Sign of the 4-leaf Clover ...the sign of PAN GAS, a better purer gasoline ...the sign of PAN-AM oils and greases, the best that science and skill can produce ...the sign of PAN AMEPI-CAN Service, willing courteous and convenient. This signed is displayed at 21 PAN AMERICAN Service stations in Los Angeles. DRIVE IN! PAN-GAS Pan-Am Oils and Greases "Breaks All Ten Commandments in One Night" is a headline that we are momentarily expecting to read. Some people seem so perfectly versed in table manners as to make us wonder whether they used to be waiters. Cast your paragraphs upon the waters and they will return to you after many days, credited to somebody else. A headline says: "Speeding Tourist Crashes Thorough Billboard." His only chance to get a glimpse of the scenery. Speaking of telephones, as nobody was, here's something else to wonder about: Why are the wrong numbers never busy? You can estimate the rents charged in the neighborhood by the number of porches that contain golf bags. If taxicabs get much thicker each man will have to spend his life on the side of the street that he happened to be born on. The average citizens in puzzled to understand why a man will run for the presidency instead of looking for a permanent job. Contrary to popular conception, the percentage of "hicks" and yokels is probably much higher in cities than in the country. The vital question which now confronts the American people: Whether to go to the movies or to stay home and listen to the radio. Correct this sentence: "Here's a picture of my financee, but it flatters her. She's not really as pretty as that." Protected by Associated Editors, Inc.) Eighteen year old Senorita De Alvarez of Spain is held Suzanne Lenglen's principal tennis opponent this year. Children heavyweight would battle Firpo now. That's good. One-eyed Connolly, champion gale crusher is finding easy pickings." RES pt Sunday Publisher Plain Dealer "NOW WE SHALL SEE WHAT WE SHALL SEE" DEMOCRATIC NATIONAL CONVENTION YOU'LL HAFTA CHECK THAT GAT: CARD-FORE YA CAN COME IN THEM'S TH' RULES EVER SINCE ANDY JACKSON'S TIME! MADISON SQUARE GARDEN ZAT SO! TWO THIRDS RULE Whisker Billy Billy and his master running down the secret trying to escape from mans. Here he closed the ran down the stairs, the gardless of noise. He sed the iron door through passageway, but instead ing out, as Billy sued kept right on down and of-steps, which Billy had ticed before. But Billy the dog barking furious but and found that the to let him know that the soldiers running here everywhere through the searching for the escaper. "They may see this look in. You begin to do did before, as if after a will stand up against and hide the opening back," proposed Billy. Around the corner of came two soldiers run bayonets held ready to first person they saw. "Here, stop and see dog is digging for," said dier. "Fool, to stop and wag dig for rats or to burry while your prisoner is running as fast as he can away from here as far as before his escape is notice the other in disgust, both hurried on. "I think I will go inside where my master went kept on down those stairs Billy after the soldier passed." "I tell you where he To the river, where the TWO THIRDS RULE AGRAPHS OBERT QUILLEN In haste and pay alimony a man hates to work and him to loaf, what's the really needs a vacation strain of deciding where neighborhood is one can wear phony jewelry away with it. who would lead must to follow—through. offer. credit for one thing, de produced the world's page story. ABE MARTIN MINT PATCH FOR SALE GOOD RECORDS FOR SELLING In makin' a garden first kill your neighbor's chickens. Evidently lots o' folks that got their pictures in th' papers only imagine they're cured. TAGGART'S DEPENDABLE USED CARS '23 CHEVROLET Coupe $550 Like new .....' '23 CHEVROLET Sedan $675 .....' '22 CHEVROLET $250 POEMS THAT LIVE THE TRIBUTE Boon Nature to the woman bows; She walks in earth's whole glory clad. And chiefest for herself of shows, All others help her and are glad; No splendor 'neath the sky's proud dome. But serves her for familiar wear; The far-fetched diamond finds its home Flashing and smouldering in her hair; For her the seas their pearls reveal; Art and strange lands her pomp supply With purple, chrome, and cochineal, Ochre, and lapis Lazuli; The worm its golden woof presents; Whatever runs, flies, dives or delves. All doff for her their ornaments, Which suit her better than themselves; And all, by this their power to give, Proying her right to take, proclaim Her beauty's clear prerogative To profit so by Eden's blame. —Coventry Patmore. Tells Sufferers How To End Rheumatism DER. "Fool, to stop and wait dig for rats or to burry while your prisoner is running as fast as he can away from here as far as before his escape is notice the other in disgust, both hurried on. "I think I will go inside where my master went kept on down those stairs Billy after the soldier passed. 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We are active in all M Leonards and C Stocks and Bonds 228-229 Spurgeon Blvd Santa Ana Phone Keep I Growers in this re enced in 75 years fall of the past se top of this comes TAGGART'S DEPENDABLE USED CARS '23 CHEVROLET Coupe $550 Like new '23 CHEVROLET Sedan $675 '22 CHEVROLET Touring $250 '20 CHEVROLET Touring $140 '18 HUP $275 '19 OVERLAND $100 '17 BUICK $250 '21 FORD $150 '19 OAKLAND Roadster $150 '20 FORD $150 '19 FORD, self starter, Touring $75 '23 CHEVROLET Touring, late model $425 '22 CHEVROLET Touring $200 '24 CHEVROLET Touring Demonstrator $575 '23 FORD Sedan $435 We also sell New Chevrolets, OPEN EVENINGS These cars all offer splendid value at prices asked and can be purchased on very easy terms. F. P. TAGGART USED CAR DEPARTMENT 392 North Los Angeles St. Now food's a necessity, But quantity counts; We're courting obesity, With liberal amounts; Just think of the marmalade, And biscuits—like mother made— Then of the ton you weighed— For quantity counts. Tells Sufferers How To End Rheumatism and Neuritis If you are suffering with a severe attack of Muscular, Sciatica or Inflammatory Rheumatism, or a very painful case of Neuritis, you can get immediate relief by the use of "Allen's Rheumatic Treatment." This excellent remedy gives almost instant relief from the pain and suffering, quickly soothes those inflamed and throbbing nerves, reduces the swelling in those fevered, aching joints, and gives simply amazing results. "Allen's Rheumatic Treatment," in convenient Tablet form, is not only a remarkable Pain Reliever, but it has given positive cures in thousands of the most severe and stubborn cases, after all other remedies had failed to give even temporary relief. It contains no "dope" does not injure the stomach—and is absolutely reliable. Price 41 per box. Hart M. Allen Laboratories, Mfrs. Box 1340, Los Angeles, Calif. Always on sale in Anaheim and Fullerton at Gibson's Drug Stores. Our entire organization you every possible Equipment. Call tives offer you the THERE WHERE "Natural Natural Fullerton Place WEDNESDAY, JUNE TWENTY-FIFTH, 1924 Subscription Rate—In N. Orange co., per year, $3; 6 months, $1.75 Entered at the Postoffice at Anaheim, Calif., as second class matter Whiskers Billy Billy and his master were running down the secret stairway trying to escape from the Germans. Here he closed the door and ran down the stairs, this time regardless of noise. He soon reached the iron door through which Billy had crawled to reach the passageway, but instead of crawling out, as Billy supposed he kept right on down another flight of steps, which Billy had not noticed before. But Billy, hearing the dog barking furiously, leaped but and found that the signal was to let him know that there were soldiers running here, there everywhere through the grounds searching for the escaped prisoner. "They may see this hole and look in. You begin to dig as you did before, as if after a rat, and I will stand up against the hole and hide the opening with my back," proposed Billy. Around the corner of the castle came two soldiers running, their bayonets held ready to charge the first person they saw. "Here, stop and see what that dog is digging for," said one soldier. "Fool, to stop and watch a dog dig for rats or to bury a bone, while your prisoner is probably running as fast as he can to get away from here as far as possible before his escape is noticed!" said the other in disgust, and they both hurried on. "I think I will go inside and see where my master went when he kept on down those stairs," said Billy after the soldiers had passed. "I tell you where he has gone. To the river, where there is al- The Psychology of Newspaper Advertising By John Hamilton Curlis ARTICLE No. 1 GETTING THE BUYER'S ATTENTION SUCCESSFUL conduct of business, today, requires much more intensive study, application and special knowledge than was required a decade ago. The methods that were highly successful, then, are now antiquated, and the man who is enjoying undiminished prosperity is the one who keeps squarely abreast the trend of times and business development. In the evolution of modern business, no other phase of successful conduct has assumed the importance of advertising—the medium by which new customers are made and old ones held. It becomes the motive power of business success. It is the foundation of salesmanship. It is the medium of bringing the buyer in contact with the goods, the service, or the wares of the merchant, the professional, or business man. There are many mediums of advertising, which are productive of good results, but the one field which is used more universally than all others—which reaches more people, which has the strongest appeal with the surest results, is the advertising in the columns of the newspapers which are given first place in every home. No family, today, is without its home paper, the columns of which are closely scanned for the current events, for the latest social happenings—the columns of which are generally accepted as authority on commercial news. As the backbone of all business is salesmanship, so is the advertising the first step toward the sale—the medium by which the buyer's attention is drawn to the business man, his goods, or his services. As the newspapers have so important a place in the modern home, they obviously afford the most natural, most lucrative method of getting the buyer's attention. Let us, then, bear this thought in mind—that the first law of successful advertising is getting the attention, and, that the best method of getting attention is by placing the advertising in an already accepted medium of news. We then draw the conclusion that the best way of getting attention in the advertisement itself is by linking the advertised goods, or services, with new facts, figures, illustrations, etc., giving proper consideration to space, visualization, brevity, curiosity, appeal, etc., all of which will be treated in following articles. But, as the first law of successful newspaper advertising is the arresting of the attention, let that be the first consideration in the writing of any advertisement. If advertising does not therefore get this attention, it fails entirely in its purpose, but, if it does command the attention wonderful results can be obtained. Fool, to stop and watch a dog dig for rats or to bury a bone, while your prisoner is probably running as fast as he can to get away from here as far as possible before his escape is noticed." said the other in disgust, and they both hurried on. "I think I will go inside and see where my master went when he kept on down those stairs," said Billy after the soldiers had passed. "I tell you where he has gone. To the river, where there is all JULIAN NOTES We Will Buy for Cash. Any Quantity WE OFFER (Subject) 20 Julian Petro. pfd... $32.50 20 Julian Petro. com. 20.00 8 Kings Fd. Prod.... 11.00 20 Petitfils ... Cheap 000 Sespe L. & Pr..... 32 50 West A. Sup. pfd.. 8.00 8 Lincoln Mtg. U..... 8.50 100 Moreland com... 5.00 Calwin Oil ..... 17 80 West. Chemicals ..... 16½ 90 Oceanic Oil ..... 32 90 Port Lobos ..... 20 10 White Star O.&R. 17 40 Imp. Cot. M. pfd. 22.50 10 Snowolone Oil .... 13.00 000 Natl. Security ..... 08 5 Vanderbilt Units ..... 81.00 000 Union Mtg. pfd.. Bld. 000 Union Mtg. com... Bld. 15 Julian No. 2 ... Bid WE WILL BUY (Subject) 1. Clay Prod. Monolith pfd. Underbilt U. U. S. Mortgage G. B. W. A. Sup. cm. Mon Mtg. cm Co-op. No. 1 Julian Pet. U. Julian No. 2 Central Inv. Texcal O. & R. We are active in all Markets. Leonards and Co. Stocks and Bonds 228-229 Spurgeon Bldg. unta Ana Phone 2390 LEGAL NOTICE NOTICE OF DISSOLUTION OF CO-PARTNERSHIP Notice is hereby given that the undersigned, Guy Daniels and Clyde Williams, transacting business under the firm name and style of Daniels and Williams, and engaged in a general tire and tire repair business, located at 211 North Los Angeles Street, City of Anaheim, County of Orange, State of California, have this day mutually dissolved said partnership. All outstanding bills due said business shall be paid to Guy Daniels. Dated at Anaheim, California, this 25th day of June, 1924. GUY B. DANIELS, CLYDE S. WILLIAMS. Nothing succeeds half so much as spring fever.-Canton (Ohio Daily News). By starting now and studying three hours every night you may be able to decide where to spend your vacation this summer.-Bloomington Bulletin. Keep Irrigation Water Flowing with Natural Gas Growers in this region are facing one of the most acute situations experienced in 75 years of Southern California history. The unusually low rainfall of the past season has made 1924 a dry year with few parallels. On top of this comes a shortage of hydro-electric energy which is forcing Keep Irrigation Water Flowing with Natural Gas Growers in this region are facing one of the most acute situations experienced in 75 years of Southern California history. The unusually low rainfall of the past season has made 1924 a dry year with few parallels. On top of this comes a shortage of hydro-electric energy which is forcing Growers to cut down on their pumping load at a time when water for irrigation purposes must not cease to flow. Natural Gas for Economical Power We offer the Growers located on our lines one of nature's finest power fuels in the form of high grade Natural Gas. This product is economical in developing water and is yours to command. Agriculturists and Growers located on our lines are particularly fortunate at this time in having available this great natural resource. Do not hesitate to take advantage of this opportunity to keep the irrigation water flowing on your lands and groves. Our entire organization is at your service. We shall be pleased to lend you every possible assistance in obtaining Natural Gas Engines and Equipment. Call at any of our local Gas Offices where our representatives offer you the fullest co-operation in meeting the present emergency. THERE IS NO POWER SHORTAGE WHERE NATURAL GAS IS AVAILABLE Write or ask for our booklet "Natural Gas, from the Fields to the Engine." 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