oc-plain-dealer 1924-07-02

EDITORIAL AND FEATURES An Independent Newspaper Issued Every Afternoon Except Sunday Paul V. Hester Editor and Publisher DAILY GREETING TO OUR READERS Hope, child, tomorrow and tomorrow still, And every morrow hope, — trust while you live. Hope! and each time the dawn dolth heaven fill, Be there to ask as God is there to give.—Victor Hugo VOTERS HOLD PARTIES TO ACCOUNT The people are sovereign in this country. They may become careless at times, in politics; they may manifest seeming indifference. But let politicians presume upon this, and soon the people turn upon them with the vehemence of that Ohio tornado, and there is party wreckage in the wake. The people are holding parties to the performance of their pledges: The party that fails to keep faith with the people may expect to be buried under a landslide of adverse ballots at the next Congressional or Presidential election. There never was a time in the history of the Nation when there was so much independence of voting as there is now. Parties must meet the requirements of the people acceptably, or stand to lose at the first polling. The platforms being put forth this Presidential year will be digested thoroughly by the people before November. The intelligent, silent masses will read and think and digest for themselves. And the party that wins in November will be held to strict accountability for the faithful performance of the promises made and the pledges given to the people. American flyers outwitted a monsoon in India, as they outwitted Arctic blasts in crossing Bering Sea. Trust to American resourcefulness and nimbleness of wit. RUIN IN PATH OF FIRES IN FOREST AREAS Central California is the scene of one of the worst forest fires in the history of the state. More than 200,000 acres—an empire in itself—has been burned over, and the angry flames are carcering along over wide stretches, out of control. To add American flyers outwitted a monsoon in India, as they outwitted Arctic blasts in crossing Bering Sea. Trust to American resourcefulness and nimbleness of wit. RUIN IN PATH OF FIRES IN FOREST AREAS Central California is the scene of one of the worst forest fires in the history of the state. More than 200,000 acres—an empire in itself—has been burned over, and the angry flames are careering along over wide stretches, out of control. To add to the gravity of the disaster, considerable grain in fields has been destroyed in the path of the far-flung conflagration. This catastrophe is cited to impress again the tremendous importance of carefulness in handling fire during this year of extreme dryness. The time is at hand for the constituted authorities to withhold leniency toward any and all who are found guilty of reckless use of fire anywhere. The state must be protected with strong hand, this year, against the most startling hazards that have ever menaced it. If any are so lost to all sense of responsibility as to be careless with fire in the face of repeated urgings and warnings, such person or persons should feel the grim rigors of the law relentlessly forced. The Fourth of July firecracker should be exploded with extreme care this year, to safeguard against fire. The originator of the preventable forest fire should be punished so hard that he would not again originate a destructive blaze by recklessness with fire. ELK'S SHOW "The Greater American" TWO NIGHTS ONLY—JULY 10th and 11th MATINEE FOR CHILDREN ONLY—JULY 10th HIGH SCHOOL AUDITORIUM "The Greater American' is a decided relief from the usual run of musical shows put on by local clubs and the Elks of Alhambra are to be congratulated upon the choice of their fine play and the success of their efforts. The play will be given again tonight and deserves a capacity house." —From Alhambra Post-Advocate, Sat. May 3, 1924 PRICES: $1.00. CHILDREN'S MATINEE 25¢ GET YOUR SEATS NOW! HEYING'S PHARMACY, cor. Los Angeles and Center BETTER BUILT HOMES BETTER BUILT HOMES - Not Many Houses Free home plans No charge for architectural service Our architectural service is a guarantee that the design you select will be correct down to the most minute detail. Every plan we submit has had the close study of many building experts. Each feature has been studied, critically reviewed and has met with the approval of the Pacific Board of Architects. Thus, instead of having but one person plan your Pacific Home, the judgment and talent of many experts is reflected. You save the architect's fee by building a Pacific Home. Ask for free plan booklet. Volume of 125 plans, 30c. AUTHORIZED DISTRIBUTORS AND BUILDERS H. L. BRISCOE Phone 663W Res. Phone 584J 120 No. Los Angeles St., Anaheim, Calif. Pacific Ready Cut Homes PERFECT PLANS REQUIRED MATERIALS OTHER DESIGNER'S WORK PRODUCED BY WESTERN AMERICA LABORATORY SCREENBUILDING PRODUCTION URES except Sunday and Publisher PLAIN DEALER PEN IMPRESSIONS FROM 'DEMS' CONVENTION NOW: A RANTY OUT MY NOTE AS? DEMO CRACY WONDER HOW THINGS ARE GOING IN THERE FOR ME PEN-NAT-CONVENTORY INDUSTRIAL SQUARE GARDEN WIDE DOOR NOW: A DAYS: THE FOLKS BACK HOME GET THE CONVENTION NEWS DIRECT BY RADIO- AND PHOTOGRAPHS BY AIRPLANE THE SAME DAY- ONE MEETS A LOST NOTABLE AT THE NOT DOG STANDS IN THE GARDEN BUILDMENT- BUT THIS IS NOW THE NEWS WAS BRONCHED IN ANDY JACKSON'S TIME- WHOS WILL BE THE PRESIDENT? EDMUND H. MOORE It is a truism that most astute and powerful political palign managers—the men the guns—rarely spend holding political offices. This is true of Ed Moore, Youngstown, Ohio who was chosen to direct livetale of the combine fight the efforts of William Adoo to obtain the D presidential nomination. Moore has been a factics in Ohio for over 40 years has served as national man from Ohio for some 16 years. But he has tactics as a diversion for part and as a side line business. He has never candidate for any election office, and in fact never any office save that of his town, Youngstown. He was twice elected at from 1896 to 1900. Several years ago he an ambition to be governor state and got his name mentioned class, but made their progress. He is noted lawyer, in fact his stopped with the high sash a lawyer he is a prod law office instead of the lege. But he is recogn pretty able lawyer at his financial success and probably led him away tiles as a business, for evidently had a liking younger days. The law work of the and steel concerns in the ing valley and that of interests, as it developed section of the state be coming of the 18th and has largely engaged his as a lawyer. His retentive PARAGRAPHS By ROBERT QUILLEN A diplomatist is a man who can make an appetite resemble altruism. If he's left in Europe, he's a radical; if he's left over here, he's a lame duck. At any rate a living wage encourages the constant practice of rithmetic. Pacifists are people who know nopgh insulting words to do their fighting by mouth. Well, after election the Ship of state can trim up and decide which set of rocks to head for. A husband has one advantage over a bachelor. He gets to see woman's regular face. The mother who was interested in cuts of beef and cutting garments has a daughter who cares only for cutting cards and upper cuts. As a final decorative touch the sport model might bear the words: "Capacity, 9 flappers." Another thing that causes pain in the back is an effort to dodge mowing the lawn. Our consuls might lay their cards on the table if there was room without removing their feet. A republic is a glorious free land where everybody opposes the things that are bad for business. Changes come slowly, and for years to come Congress will have Democratic and Republican blocs. They may approach the ordeal on fear and trembling, but once irrevocably bobbed they are firm believers. ABE MARTIN Seashore and mountain resorts cannot depend upon nature and luck for a clean bill of health. The application of sanitary measures is necessary. It's all right t' be poetic if you kin spare th' time. A mother is a great institution, but a father nearly allus has t' interfere when she buys clothes for a little boy. TAGGART'S DEPENDABLE USED CARS '19 BUICK $375 Touring '16 FORD $35 Touring '23 CHEVROLET Coupe $550 Like new It Is Now VICTFA Reservations Those who live in and near the great Bernardino Artesian Basin are with Victoria Farms. Its abundance utility and productive acres excite ration. Nearly fifty years uncontrol is the history of this SILT LOAM SOIL. Intensive ment, started half a century ago Queen Victoria was on the three been brought down to date. No from England syndicated. They vast acres, Spanish grants of old Victoria Farms was the name gr TAGGART'S DEPENDABLE USED CARS '19 BUICK Touring $375 '16 FORD Touring $35 '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. WEDNESDAY JULY SECOND, 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 WHOS WHO THE DAYS NEWS EDMUND H. MOORE It is a truism that most of the astute and powerful political campaign managers—the men behind the guns—rarely spend much time holding political offices. This is true of Edmund H. Moore, Youngstown, Ohio, the man who was chosen to direct the activities of the combine formed to fight the efforts of William G. McAdoo to obtain the Democratic presidential nomination. Moore has been a factor in politics in Ohio for over 40 years. He has served as national committeeman from Ohio for something like 16 years. But he has used politics as a diversion for the most part and as a side line to his law business. He has never been a candidate for any elective state office, and in fact never ran for any office save that of mayor of his town, Youngstown. To that he was twice elected and served from 1896 to 1900. Several years ago he evidenced an ambition to be governor of the state and got his name in the mentioned class, but made no further progress. He is not a finished lawyer, in fact his education stopped with the high school, and as a lawyer he is a product of the law office instead of the law college. But he is recognized as a pretty able lawyer at that, and his financial success at the bar probably led him away from politics as a business, for which he evidently had a liking in his younger days. The law work of the big iron and steel concerns in the Mahoning valley and that of the liquor interests, as it developed in that section of the state before the coming of the 18th amendment, has largely engaged his attention as a lawyer. His retention at the Postoffice at Anaheim, Calif., as second class matter. The Psychology of Newspaper Advertising By John Hamilton Curtis ARTICLE NO. 7 THE USE OF VISUALIZATION AS THE PURPOSE of advertising is to do more business, the first aim of every advertisement should be to have the greatest possible effect, make the deepest impression and the strongest appeal to the prospective customer. Thus, a newspaper advertisement is made doubly appealing by the use of cuts—pictures of things and faces or any illustrations which appeal to the eye. The psychological difference between the appeal to the mind and the eye is that the latter requires one less mental process, in order to grasp the intended idea. In the word picture it is first necessary for the reader to read the entire advertisement, then allow his imagination to describe a mental picture in his mind. This is a much slower process of thinking than to accomplish the same result by the use of the picture or illustration, which imprints the object upon the mind at the same time it is beheld by the eye. As a further illustration and proof of this same point, it needs only to be called to mind that the first writing of mankind was done by the use of pictures—then by word signs, and last of all, letters. The child is appealed to only by the use of illustrations; hence the effectiveness of the juvenile picture books. In like manner do illustrations in any book or newspaper attract our attention quicker than printed matter alone. Therefore, the merchant who uses stiking illustrations obtains results that could not otherwise be hoped for. He is using the path of least resistance to the mental picture. The use of cuts further carries out the laws of brevity and unity, as a picture can convey much more thought than the same amount of space given to printed matter, and is always unified in its message and appeal. The use of cuts, however, should be exercised with the greatest care, as they must logically fit the goods advertised; the merchant who is selling them, and the prospective purchaser thereof. The most important use of the cut, of course, is getting the first attention. The cut does this most admirably, in addition to strengthening the appeal and general effectiveness. 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 suggestion. (Note: John Hamilton Curtis, Business Consultant, is now delivering a series of Free Public Lectures on Practical Psychology at the Fullerton High School Auditorium, and may be heard any evening at 8:00 p.eclock. The Lectures run until July 12th, continuously, except Sundays and July 4th.) law office instead of the law college. But he is recognized as a pretty lawyer at that, and his financial success at the bar probably led him away from politics as a business, for which he evidently had a liking in his younger days. The law work of the big iron and steel concerns in the Mahoning valley and that of the liquor interests, as it developed in that section of the state before the coming of the 14th amendment, has largely engaged his attention as a lawyer. His retention by the liquor interests to fight their legal battles really led to his election as mayor of Youngatown, for it was a wet and dry fight both times when he ran and the wets won. Moore managed the wet campaign in every election in which those interests were involved in his city and county and section of the state. Mogre was named campaign manager for ex-Governor James M. Cox four years ago and is given credit for putting Cox over at the San Francisco convention. Plain Dealer Classified Ads produce results. Try this medium. SUNSHINE PELLETS BY DR. W. F. THOMSON Who calls the doctor in the night? My Mother: Who gets the spoon and holds the light? My Mother: Who's the guy that pays the bill For the doctor when I'm ill. And says: "Senny, take the pill?" My Daddy. Oh, have your swatter handy And swat him in the eye; For a pesky fly in April Is a million in July. It Is Now Possible to Buy VICTORIA FARMS Reservations Should Be Made at Once live in and near the great San Joaquin Basin are familiar with Orin Farms. Its abundant fertile acres excite admire nearly fifty years under one of the history of this LEVEL AM SOIL. Intensive developed half a century ago when Victoria was on the throne, has right down to date. Noble men syndicated. They bought Spanish grants of old. Farms was the name given thisands have been passing for years, silently longing and cherishing a bit of this fertile territory, with its wheat, its potatoes, beets, alfalfa and dairy locations. To lease it. Nothing else could be possible. And many there have been who did just this. Artesian wells then and now gave abundant water. IT SIMPLY WAS NOT FOR SALE. BUT TODAY... decrees from England, heirs and estates, unanimous... ordered it sold. WE BOUGHT, and thus it is Artesian Basin are familiar ornis Farms. Its abundant fertproductive acres excite admire nearly fifty years under one the history of this LEVEL AM SOIL. Intensive development half a century ago when Victoria was on the throne, has grown down to date. Noble men and syndicated. They bought Spanish grants of old. Farms was the name given this arcel. Victoria, California, was up long before the Santa Fe built from San Bernardino to les came. Wide paved boulevard to form a network travail land. Pacific Electric built Thousands and tens of thousands of thou- 10 Acres $500 PER ACRE Including Water DEQUATE SUPPLY CONVEYED TO EACH PARCEL are interested in poultry, garden, dairy or farming and all kinds of crops should write here this office. The San Bernardino to Redlands Highway divides the property, there and see Representatives will be at the Ranch House Office. THERE ARE BUSSES, STREET CARS, BOULEVARDS, GAS, PHONE, LIGHT, WATER—EASY TERMS LES O., MIDDLETON COMPANY 741 South Figueroa Street, Los Angeles THE RANCH HOUSE and in SAN BERNARDINO, 434 COURT STREET