oc-plain-dealer 1924-06-26

EDITORIAL AND FEATURES An Independent Newspaper Issued Every Afternoon Except Sunday Paul V. Hester Editor and Publisher DAILY GREETING TO OUR READERS Still, still with Thee! As each new-born morning, A fresh and solemn splendor still is given, So doth this blessed consciousness, awaking, Breathe, each day, nearness unto Thee and Heaven. —Harriet Beecher Stowe. COURTESY IN BUSINESS When employes, managers and proprietors of business concerns treat patrons as though they were inferiors seeking favors of superiors, they only prove to the world that they have not learned the rudiments of the business in which they are engaged, much less knowing anything of the amenities of life. It is a real accomplishment for an employee to be courteous to a patron and yet stop short of making the transaction a social affair. But it is better to err on the side of giving the patron too much time and attention, in most cases. A short time ago a woman went into the office of a large concern and spent two minutes transacting certain business. As she folded her receipt she asked a question about a mutual acquaintance of the young lady who had waited upon her. The girl turned and walked back to her desk, answering as she went, her back to the patron. No doubt, she had her mind on her work and had no intention of dismissing the patron so summarily, but the other looked at the matter this way: "They had my money and that was all they wanted of me." And then she told, gleefully, how she had unexpectedly had business of the same nature again and had taken it to another company. It is foolish to be so sensitive, but many people are that way. The other day a woman timidly asked the clerk in a meat shop a question about a certain cut of meat. From the scornful, sneering look he gave her and the discourteous way he answered one would have thought him a superior being. Especially do employes of big corporations often get the idea that the public is made up of sticks and stones. After all, in any business, it is the buying public who is to be considered and it behooves the business man and his employes to treat patrons with common courtesy, at least. Why pay tribute to a superstition? ZEROLENE-LUBRICATED CARS WIN SIX OUT OF SEVEN YOSEMITE ECONOMY RUN TROPHIES Does Zerolene "stand up"? The drivers of the four cars that won six of the seven trophies in the 1924 Los Angeles-Camp Curry (Yosemite) Economy Run say so. Of the five Zerolene-lubricated cars entered in the race, four carried off prizes, including the sweepstakes won by the Overland, model 92. Six of the seven trophies offered went to cars using Zerolene. And incidentally, the oil consumption recorded by the official checks was remarkably small. The sweepstakes winner writes: "In spite of the intense heat to which the motor was subjected, when the ultimate check was made I found greatly to my surprise that the gauge showed absolutely no use of oil whatsoever." PARAGRAPHS By ROBERT QUILLEN Wife: A broadcasting station. Husband: A receiving set. Yes, Ethel, U. S. L. T. A. means "U Should Let Typewriters Alone." Eve had one advantage. She didn't have to puzzle her brain over which man to marry. The situation is gradually improving. Fewer people now say "I don't mean maybe." A friend of ours complains that the mortality rate among his rich relatives is alarmingly low. All wives occasionally laugh at their husbands, with the possible exception of the humorist's wife. Big problem for traveling men: Whether to carry one grip in each hand be moderately tired in both arms or to carry both grips in one hand and be extremely tired in only one arm. Cheerful thought: Wars on this earth won't last forever because the earth itself won't last forever. Fable: Once upon a time there was a wife who thought her husband was receiving enough pay for his work. Another one of those things. Here lies the body of Ephraim Pitt. He smoked a pipe and didn't spit. of the seven trophies offered went to cars using Zerolene. And incidentally, the oil consumption recorded by the official checks was remarkably small. The sweepstakes winner writes: "In spite of the intense heat to which the motor was subjected, when the ultimate check was made I found greatly to my surprise that the gauge showed absolutely no use of oil whatsoever. I attribute my success in winning the 1924 Yosemite Economy Sweepstakes greatly to the use of Zerolene in the motor and Red Crown gasoline in the tank."—Joe Bozzani. Isn't it time to dismiss forever the superstition that there is something mysteriously "better" about eastern oils, merely because they cost more and are made in the East? Experienced drivers, out to make economy records, don't share that superstition—why should you? Insist on Zerolene—a better oil—even if it does cost less. STANDARD OIL COMPANY (California) Insist on ZEROLENE even if it does cost less One way to make your husband work in the garden: Plant a row of golf balls and let him dig them up with a nibble. If it isn't fleas it's flies. Drive till you get beyond the traffic jam and you reach the point where the roads are rotten. The difference between a fiddler and a violinist is that you can pronounce the fiddler's name without jerking a knot in your tongue. "Crooking the left elbow is the besetting sin of the modern golfer," says an authority. And crooking the right elbow was the besetting sin of the old-fashioned golfer, what? Correct this sentence: "Here's the groceries that you sent for, Mamma," Sonny said. "And here's your change." (Protected by Associated Editors, Inc.) ES Sunday Publisher Plain Dealer THE GREAT NATIONAL DEMOCRATIC BALLOON RACE WHO'S WIN IN THE DAYS NE GEORGE EDMUND D SCHWEINITZ The French government decorated Dr. George Schweinitz, famous Philadelphia physician for his work in medicine. He is one of the foremost authorities on theject. Dr. de Schweinitz received M. D. degree from the university of Pennsylvania in 1881. He been professor of ophthalmology at the university since 1902, the same time he has served consulting ophthalmologist Philadelphia hospital and opioic surgeon of the universal pital. At the beginning of the war was major of the Medical Corps. He was active service September, 1917, till April, as lieutenant colonel of the medical Corps. He is a member editorial board for medical surgical history of the war. Dr. de Schweinitz is the author of numerous works on disease the eye and other ophthalmological subjects. SUNSHINE PELLETS BY DR. W. F. THOMAS Willie, why is your hair Divers reasons, Ma. Cuban itch and Havana are neither Cuban nor Havana. An oily rag beats a dusted vacuum cleaner beats either. Of course I know you've trafar— Across the trackless seas; But ten to one you've never TAGGAPHS BERT QUILLEN broadcasting station. receiving set. U. S. L. T. A. means Typewriters Alone." one advantage. She to puzzle her brain man to marry. tion is gradually impower people now say maybe." of ours complains that rate among his rich alarmingly low. occasionally laugh at ends, with the possible the humorist's wife. ABE MARTIN DINNER STORIES The tourist stopped his car in front of a cabin in the Kentucky mountains and climbed out. "Could I get some water here for my radiator?" he inquired of the sad-faced man who came out to meet him. "Sure, stranger," the man answered. "Just take this here bucket and help yourself." As the tourist busied himself with the water he sought to pass the time of day. "Nice little place you have here," he commented. "You think so?" the native asked. "Sure. Say, old man, you look kind of down-in-the-mouth; what's the trouble?" "Trouble enough," the man replied. "Luck's all gone again me lately. I've lost my team o' mules and my wife this month." "Well, that is bad, indeed," the tourist sympathized. "Yeah," the man agreed. "And it sure was a good team o' mules I had, too." If most big strappin' fellers jest thought they knowed half as much as th' average little man nothin' could stop 'em. Th' best speech we ever listened to wuz delivered by Ex-President Taft an' he never once took his hands out o' his pockets. TAGGART'S DEPENDABLE USED CARS As Uncle loafed in front of the poolroom one morning the preacher's wife stopped him and said: "Washington, why don't you go to work?" Wash White, as he puffed serenely on his corncob, answered: "Bekase Ah got a wife an' chillun to suppo't——" But," the preacher's wife interrupted "you can't support them BY DR. W. F. THOMAS Willie, why is your hair? Divers reasons, Ma. Cuban itch and Havana are neither Cuban hor Havana An oily rag beats a dusted vacuum cleaner beats either Of course I know you've traced far— Across the trackless seas; But ten to one you've never A rat without his fleas. "Parable of the fishes": B most anywhere, this season o year. This—minus fleas, ticks, bugs—is the life. Syphilis and its effects on terity is the one, big problem fore us today. The time is here for you and To seek the restless, troubled There to nurse our sunburnt And spend our winter's earned cash. Before he marries, the kind of young man will ob from his physician, a clean b health. Now that we have started u vacuum cleaners on the mule, it's only a question of 'til we'll be using them in houses. Ask for Horlick's The ORIGINAL Malted Milk Rich Milk, Malted Grain ext. in po form; makes The Food-Drink for All Digestible—No Cooking. A light L always at hand. Also in Tablet f Ask for "Horlick's," at all Points Avoid Imitations — Substit TAGGART'S DEPENDABLE USED CARS '23 CHEVROLET Coupe Like new $550 '23 CHEVROLET Sedan $675 '22 CHEVROLET Touring $250 '20 CHEVROLET Touring $140 '18 HUP $275 '19 OVERLAND $100 '17 BUICK $250 '21 FORD Touring $150 '19 OAKLAND Roadster $150 '20 FORD Touring $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 302 North Los Angeles St. Plain Dealer Classified Ads produce results. Try this medium. CAMP CURRY Yosemite The Yosemite is more delightful this year than ever. Go to Camp Curry. Enjoy fishing, hiking, swimming, dancing, splendid food, world-famous entertainment—days full of recreation, fragrant nights of refreshing rest. Comfortable accommodations. Rates low. A Full Vacation For $54.50 five whole days at Camp Curry (meals and lodging) and transportation and Pullman, round trip from Los Angeles. Make reservations now Camp Curry Los Angeles Office: 732 SO. SPIUNG STREET Phone VAndike 0042 Free road maps and literature THURSDAY, JUNE TWENTY - SIXTH, 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 WHO'S WHO THE DAY'S NEWS GEORGE EDMUND DE SCHWEINITZ The French government has ordered Dr. George E. de Schweinitz, famous Philadelphia physician for his work in ophthalmology. He is one of the world's most authorities on the subject. Dr. de Schweinitz received his D. degree from the university Pennsylvania in 1881. He has been professor of ophthalmology at the university since 1902. At the same time he has served as resultant ophthalmologist of the Philadelphia hospital and ophthalmosurgueon of the university hospi-tal. At the beginning of the war he was major of the Medical Reserve Corps. He was active service from September, 1917, till April, 1919, then deputy colonel of the Medi-Corps. He is a member of theorial board for medical and clinical history of the war. Dr. de Schweinitz is the author numerous works on diseases of eye and other ophthalmic and biological subjects. THE Psychology of Newspaper Advertising By John Hamillon Curlis ARTICLE NO. 2 AROUSING THE BUYER'S INTEREST THE FIRST FUNCTION of newspaper advertising is getting the buyer's attention. Once this is done, the next step is arousing his interest. This is equally as important as getting the attention, and must be studied even more carefully, as many things which arouse our attention, do not hold or inspire our interest. Any advertisement must function in this capacity or it will not have the desired result. The arousing of the buyer's interest requires study of the things that interest the class of buyers to which the special advert-sement is intended to appeal. Obviously, that which interests one person may not interest another, but, those who will buy a given line of goods have common interests. What this particular interest is should be learned, that the advertisement may interest attract the attention of and appeal to the desired class of buyers. The law of arousing interest is to connect a salient fact with a common desire. As an example, to say that the chemical formula of salt os NaCl, means nothing in an advertisement, but, to say "A little of our salt makes the finest melon more delicious," connects a salient fact with a desire for good things to eat. Such an advertisement immediately arouses interest. For a grocer to say in an advertisement that he carries a full line of groceries, or a good line, means but little, but for him to say that his groceries satisfy the most particular people, connects a salient fact with a desire for the best quality in groceries. Here, again, the appeal is to the appetite, which holds an interest common to all. To say that an automobile is strong, light, heavy, flexible, or durable, means but little, but to say that it costs less to buy, less to operate, gives greater comfort in riding, has an abundance of speed, plenty of power on a hill, gives greater enjoyment, etc., immediately arouses and holds the interest of anyone who may be interested in the purchase of an automobile. If you would write an advertisement that will bring results, give it the necessary touch to arouse and hold the interest of the prospective customer. The next article on the Psychology of Newspaper Advertising will appear in tomorrow's issue of the paper, and will deal with making the proper appeal. (Note: John Hamilton Curtis, Business Consultant, will deliver a series of Free Public Lectures on Practical Psychology, at the Fullerton High School Auditorium, evenings, from June 30th to July 12th.) Wille, why is your hair wet? reasons, Ma. Cuban itch and Havana cigars neither Cuban nor Havana. Olly rag beats a duster and cuum cleaner beats either. Course I know you've traveled far— as the trackless seas; ten to one you've never seen rat without his fleas. Arable of the fishes": Heard anywhere, this season of the minus fleas, ticks, bedis the life. Phills and its effects on posis the one, big problem beus today. Time is here for you and me mek the restless, troubled sea; to nurse our sunburnt rash spend our winter's hard earned cash. He marries, the right of young man will obtain, his physician, a clean bill of new that we have started using milers on the army it's only a question of time we'll be using them in our sales. Horlick's The ORIGINAL Malted Milk Safe Milk For Infants, Insalids, Children, The Aged Milk, Malted Grain ext. in powder makes The Food-Drink for All Ages. able—No Cooking. A Light Lunch at hand. Also in Tablet form. "Horlick's," at all Fountains. avoid Imitations — Substitutes Comments of the Press AUTOMOBILES FUTURE—Berkeley Gazette Automobile advertising leaves the reader with the impression that there is very little farther to go to attain perfection. A model of the first horseless carriage shown alongside a modern automobile rather strengthens the impression. Yet a member of the Industry said recently that there are as many possibilities of advance in the technical development of the modern motor car as have taken place since the beginning of the industry. Such developments comprise changes that will mean greater convenience and comfort, greater economy and performance, greater all around value. More and better cars mean more and better transportation, more and better highways. There must be a sounder system of traffic regulation in congested centres, and uniform traffic rules for highways out in the "great open spaces." The antomobile is no more of a luxury in many cases nowadays than railroad trains. Its usefulness is so great and its place in life so assured that it is easy to believe it development will continue to advance along with all other factors of civilization. Don't Forget That The Ever-Ready Truck & Transfer Co. Is still able to do your hauling of any description CONTRACT HAULING A SPECIALTY Get Our Price O. J. LINNARTZ, Prop. Residence 211 E. Sycamore St. PHONE 209-M Don’t Paint Your Car! —until you have investigated— “DUCO” Don’t Paint Your Car! —until you have investigated— “DUCO” The nationally advertised Dupont product which is revolutionizing Automobile Refinishing, and which we are now applying in Orange County. The Weather Cannot Hurt the New Duco Finish Duco Finish is different from any other finish ever put on a motor car. And it stands what no finish has ever stood before. With Duco Finish on your car, you can leave it out in all kinds of weather. Rain, mud, snow, ice, won’t hurt it a bit. Let the hot sunshine on it all day, or run the engine scalding hot. Duco won’t blister or fade. After weeks of hard driving, you can rub ordinary mud spots off Duco with a dry cloth, if you like, for only sharp pebbles will scratch the finish. The luster gets higher and finer with age. Every car owner who has seen Duco wants it. Come to our shop and see cars finished with it. Watch us make tests to prove its durability. Our owners who have tested every claim we make. Let us finish your car with one-third to one-half the usual time required. It will always look new about us you own it. We have engaged Mr. Fort, a factory expert, as our head finisher, who is considered the best on the coast today. DRIVE DOWN TO OUR PLANT TODAY AND GET AN ESTIMATE ON YOUR CAR OR TRUCK “Duco” Auto Paint Shop 429 WEST 3rd STREET SANTA ANA CENTRAL GARAGE BLDG.