oc-plain-dealer 1924-07-01

EDITORIAL AND FEATURES An Independent Newspaper Issued Every Afternoon Except Sunday Paul V. Hester Editor and Publisher DAILY GREETING TO OUR READERS The hour that is gone I cannot recall, but tomorrow I will do better than yesterday; and all tomorrows shall be better than our yesterdays. Let us "leave behind our low-raulted past."—William Dyer. DIVERSIFIED CROPS IN PROSPECT A greater measure of diversification of crops is denoted by official estimates of the Department of Agriculture anent the wheat crop. There is lessened acreage planted to spring wheat and consequently a lesser crop estimate. It is evident that farmers of the wheat belt are turning from wheat to other soil productions. There was a time when it required a long period and much effort to bring the farmers into concert on any move for their general benefit. But means of communication have become such that each and every farmer, even in the remotest parts of the country, is in almost instant touch with the rest of the country. There never was a time before when means of intelligence were so swift and comprehensive. By the newspaper press and through the radio and fast mails, by rail and by air, farmers have common knowledge of events, and crystalization of sentiment, therefore, may be rapid among them. The agitation in behalf of diversification of crops, therefore, should bear fruit quickly now than had such a movement been initiated before the means of broadcasting intelligence were so swift and widespread as they are now. The time should come speedily when the people should have deciding voice in making Presidential nominations. AMERICA FOR JUSTICE AND PEACE Whatever may be said, in the heat of the forthcoming national political campaign, or whatever may be left unsaid, anent the promotion of peace throughout the world, the attitude of this country is strongly for peace—strongly for compacting the nations, in acceptable unobjectionable way, to foster such peace. This attitude should be made clear and unmis- The time should come speedily when the people should have deciding voice in making Presidential nominations. AMERICA FOR JUSTICE AND PEACE Whatever may be said, in the heat of the forthcoming national political campaign, or whatever may be left unsaid, anent the promotion of peace throughout the world, the attitude of this country is strongly for peace—strongly for compacing the nations, in acceptable unobjectionable way, to foster such peace. This attitude should be made clear and unmistakable and should be kept consistently and persistently before the world. With national politics out of the way, the next administration should take up this question vigorously and make the influence of the United States felt in advancing the cause of peace. The United States should not be neutral in peace movements. It should be positive, constructive and in the lead. It is clear to the world that the American people do not want to become involved in the political affairs of other powers. The Old World has its problems and prejudices, of a political nature, with which America legitimately and properly has nothing to do. It would be consummate folly for this country to thrust itself into foreign politics, or to permit itself to be dragged thereinto. Season your political convictions with independent thought and throw aside petty prejudices. Someone asks—"Is jazz real music?" Yes, by the same standard of judgment that black is white. Challenge butter CHALLENGE BUTTER COOPERATIVE CHANGE challenges comparison GE Fans GE Fans Every home, shop, office and store can have cool, live air. This GE Fan costs about one-half a cent an hour to run. The Special all-purpose 0 inch Oscillator $15.50 GE Fan is sold under the "Check" Seal. Below them is the responsibility of both the General Electric Co. and the Pacific States Electric Co. Sold and serviced by "Check" Seal contractors and retailers. FOR THE G-E FAN GIRL AND THE MAN IN THE DEALER'S WINDOW Johnson ELECTRIC FULLERTON URES cept Sunday and Publisher Plain Dealer MORE GLIMPSES OF DEMOCRATIC CONVENTION CONVENTION FEET OOH-OOH-I WISH I'D BROUGHT MY OLD INJOEES! HERE TOO! NEW YORK HEADQUARTERS WARLORF AITONUR WONDER WHAT JEFFERSON WOULD THINK OF THE EUG RUCKUS? WANT I WAZ HOME! CALL FOR PIZZER CURRIK! RAH-RAHRAH-IT! PARDON SOURRE GARDENSCHEME OF THE DIG DEMOCRATIC CATTLE WHILE! GO IM PREVIOUSLY IF NITE GALLOY SCREEN! TO BE CERTAIN AT ONE DINNER STORY To some men habilIt is not an unreasonposition that many, it quarrels are like last dea New York lawyer. "So you and your huforever quarrelling?" he fair client seeking advication. "Yeet!" she said. "What do you find about?" "I forget the subject quarrell. But we have reling ever since over w blame for it." It would be difficult a certain local woman t ry in obsolete: "Not long ago," samet a knight on a m When I went in to luonly seat left for me w ing the rear of the tracannot sit with my ba the engine without su manner of disagreeble I asked the steward to seat facing the other mediately a middle age and occured to let me haI thanked him, and he seat opposite me. He a menu and then he loohealtatingly: "Madam,' said he, be obnoxious to you if order spring onions?" JAMSTOWN RAIN IN SUMMER How beautiful is the r After the dust and heat In the broad and fiery In the narrow lane; How beautiful is the r How it clatters along PARAGRAPHS By ROBERT QUILLEN For some time, at least, the graduate's S.O. S. will continue to mean Soak Old Senior. Truth crushed to earth isn't the only thing that will rise again. There's the swatted fly. It may be just a coincidence, but it seems strange that primary teachers make the best wives. Fable: She was sunnoyed when she saw herself referred to in the paper as a social leader. Politicians must suspect that the tenderfoot of the west has given place to tender feelings. If she brings him his slippers, it is only because she knows he can't go without his shoes. In the old days the word "simple" meant "foolish"; now it is used only to make frocks cost more. An optimist is a man who will eat rain pie that has been served on a picnic cloth. Carpentier will use his money in the cheese business, and he ought to know a cheese when he sees one. So live that you can leave a drug store empty-handed without making people think the druggist said "no." Yet perhaps your wife would be as unfailingly sweet as your stenographer if you paid her as much. It has grown so great that it couldn't be recognized as a pork barrel except for the taxpayer's squeal. ABE MARTIN Our only objection t' successful people is that they don't take enough interest in votin'. Emblematic watch charms don't git th' business like they used to. TAGGART'S DEPENDABLE USED CARS '19 BUICK $375 Touring '16 FORD $35 Touring '23 CHEVROLET Coupe Like new $550 WHOS WHO IN THE DAY NEWS MRS. J. F. FAIRLEY Following in her mother's political footsteps is Mrs. J. F. Farley of Wichita, Kan. She is not only reported to be the youngest national committeewoman attending the Democratic national convention in New York, but one of the best looking as well. Neither does anyone doubt she has political brains. Mrs. Farley was trained in politics by her mother, Mrs. Laura Gardiner, who was prominent in state Democratic political circles for many years and took an active part in the fight for suffrage. Politics was a familiar subject to Mrs. Farley when other girls were learning to scratch the ballot. Mrs. Farley attended her first national convention when she was a delegate to the Democratic national conclave in San Francisco in 1920. She was re-elected national committeewoman at the state convention at Hutchison last spring. Last winter she attended the meeting of the Democratic national committee in New York. This committee was one of the last committees to be received by the late Woodrow Wilson. "Politics is the most fascinating thing in the world," she says. "It is much more interesting than leading a social life." Mrs. Farley is much in demand as a speaker. SUNSHINE PELLETS BY DR. W. F. THOMSON For Nature's once Great open spaces Are now all used For parking places. RAIN IN SUMMER How beautiful is the rainy After the dust and he In the broad and fiery In the narrow lane; How beautiful is the rainy How it clatters along Like the tramp of hoo How it gushes and stirs from the throat of the ing-spot! Across the window-pan It pours and pours; And swift and wide With a muddy tide; Like a river tide down roars. The rain, the welcome Henry Wadsworth You can't be both steadfast—Troy Daily It Grows or Your Money Back Thousands of women are growing new hair and putting an end to oats aliments with the new Van Ees method of treatment. Van Ees Liquid Scalp Massage makes it easy to give the scalp proper care and head of abundance and grooming nipples applicator feed the rectly to the hair roots same time gently massages Ask us about our 90-day treatment plan you a positive guarantee GIBSON BRUG Anaheim 169 N. Spadra 111 Keep Growers in t enced in 75 y fall of the pa top of this co Growers to c rigation purp TAGGART'S DEPENDABLE USED CARS '19 BUICK $375 Touring '16 FORD $85 Touring '23 CHEVROLET Coupe Like new $550 Sedan '23 CHEVROLET $675 Touring '22 CHEVROLET $250 Touring '20 CHEVROLET $140 Touring '18 HUP $275 Touring '19 OVERLAND $100 Touring '17 BUICK $250 Touring '21 FORD $150 Touring '19 OAKLAND $150 Roadster '20 FORD $150 Touring '19 FORD, self starter, Touring $75 Touring '23 CHEVROLET $425 Touring, late model '22 CHEVROLET $200 Touring '24 CHEVROLET Touring Demonstrator $575 Touring Demonstrator '23 FORD $485 Sedan 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 202 North Los Angeles St. Plain Dealer Classified Ads produce results. Try this medium. "Politics is the most fascinating thing in the world," she says. "It is much more interesting than leading a social life." Mrs. Parley is much in demand as a speaker. SUNSHINE PELLETS BY DR. W. F. THOMSON For Nature's once Great open spaces Are now all used For parking places. Eat, drink and regret it. Better to be short of cash than short of breath. A tireless tyrant on a summer tour, is a business worry. No man, without money, can afford to be without insurance. Oh, well, it's just like this; When you think of old Judas You think of a kiss. Some pay their doctors while others sign notes for automobiles. The doctor knows what one-half of the world doesn't know about the other half. Far OUTSELLS all other brands WHY? TUESDAY, JULY FIRST, 1924 Subscription Rate—In N. Orange co., per year, $8; 6 months, $1.75 Entered at the Postoffice at Anaheim, Calif., as second class matter DINNER STORIES To some men habit means It is not an unreasonable supposition that many, if not most, quarrels are like that described by a New York lawyer. "So you and your husband are forever quarrelling?" he asked a fair client seeking advice. "Yes," she said. "What do you find to quarrel about?" "I forget the subject of our first quarrel. But we have been quarrelling ever since over who was to blame for it." It would be difficult to convince a certain local woman that chivalry is obsolete. "Not long ago," says she, "I met a knight on a dining car. When I went in to lunchon the only seat left for me was one facing the rear of the train. Now I cannot sit with my back toward the engine without suffering all manner of disagreeable things, so I asked the steward to find me a seat facing the other way. Immediately a middle-aged man rose and occured to let me have his sent I thanked him, and he took the seat opposite me. He scanned the menu and then he looked at me hesitatingly. "Madam,' said he, 'would it be obvious to you if I were to order spring onions?" ARTICLE NO. 6 THE LAW OF UNITY A NEWSPAPER advertisement, like a letter, on a speech, should be written to obtain a single, unified result. Thus carrying out the proper appeal—the one which is strongest according to the character of the particular advertisement, the whole advertisement should be one of unity. Each part thereof should be written with this view, and should dovetail with all others, in order to obtain the unified whole. No appeal in the advertisement can have great force unless the entire thought is united—all parts working in one given direction. Consequently, the advertisement which features a bargain sale should never appeal to the exclusive taste. This breaks both the unity of appeal and the unity of thought, as it is not logical to believe that the exclusive taste can be satisfied by bargain sales. Moreover, any contradictory thoughts of similar nature neutralize each other and prevent the advertisement from having the desired result. To further obtain the effect of unity, the special appeal which is used—that is, the special thoughts which are brought out should stand out in the boldest type, and should be repeated several times in any large advertisement. This is usually accomplished best by the use of a large heading which is also placed at the bottom of the advertisement, although it may not need to be quite so prominent in the second position. Experienced advertising men are usually familiar with this need for unity, but in many cases merchants who have not made advertising a special study do not consider the importance of unity, and are tempted to tell the prospective customer too many things of minor detail, instead of bringing out the points of greater importance, in the proper unified manner. It should be borne in mind that the unified advertisement leaves a clear impression and is easily remembered. In keeping with this same law, each merchant should have his distinctive method of advertising, or at least a distinctive type for the printing of his name, or name of the store. This tends to obtain greater acquaintance with the customer, and further carries out the law of unity. RAIN IN SUMMER How beautiful is the rain! After the dust and heat, In the broad and fiery street, In the narrow lane, How beautiful is the rain! How elatters along the roofs Like the tramp of hoofs! How it gushes and struggles out from the throat of the overflowing spot! Across the window-pane It pours and pours; And swift and wide, With a muddy tide, Like a river tide down the gutter roars! The rain, the welcome rain! Henry Wadsworth Longfellow. You can't be both fast and steadfast—Troy Dally Herald. It Grows Hair or Your Money Back Thousands of women are growing new hair and putting an end to ooak filaments with the new Van Eas Liquid Scalp Massage makes it easy to give the scalp proper care and to have a head of abundant and glorious hair. The rubber nipples on the patent applicator feed the treatment directly to the hair roots and at the same time gently massage the scalp. Ask us about our money back 90-day treatment plan. We give you a positive guarantee. GIBSON BRUG STORE Anaheim 169 N. Spadra 115 W. Center Experienced advertising men are usually familiar with this need for unity, but in many cases merchants who have not made advertising a special study do not consider the importance of unity, and are tempted to tell the prospective customer too many things of minor detail, instead of bringing out the points of greater importance, in the proper unified manner. It should be borne in mind that the unified advertisement leaves a clear impression and is easily remembered. In keeping with this same law, each merchant should have his distinctive method of advertising, or at least a distinctive type for the printing of his name, or name of the store. This tends to obtain greater acquaintance with the customer, and further carries out the law of unity. Unity is further emphasized by regular advertising. The spastic advertiser is like the occasional caller—rarely looked for and quickly forgotten. The merchant who advertises regularly, using a uniform style, and unified advertisements, goes a long way establishing a permanent trade, and soliciting confidence in his honesty, integrity, and dependability. The next article on the Psychology of Newspaper Advertising will appear in tomorrow's issue of this paper and will deal with the use of visualization. (Note: John Hamilton Curtis, Business Consultant, is now delivering a series of Free Public Lectures on Practical Psychology, at the Fallerton High School Auditorium, and may be heard any evening at 8:00 o'clock. The Lectures run until July 12th; continuously except Sundays and July 4th.) Window Glass Plate Glass MIRRORS Prism, Leaded and Art Glass Beveling and Edge Polishing Santa Ana Art Glass Works C. M. SCOTT, Phone 591-W 1204 E. Fourth St. Santa Ana, Calif. Plain Dealer Want Ads Bring Results 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. 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 Growets 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." Natural Gas Service Every Hour, Night or Day 238 East Center St., Anaheim Fullerton Placentia Orange Santa Ana Balboa Beach