oc-plain-dealer 1924-07-07

EDITORIAL AND FEATURES An Independent Newspaper Issued Every Afternoon Except Sunday Paul V. Hester Editor and Publisher DAILY GREETING TO OUR READERS Poor angel! say, "For sin is sorrow sent; Perchance, if long I weep on bended knee, When He has first blessed all the innocent, Then all the contrite God may end with me." —Victor Hugo. WHY PUT ATHLETES AGE LIMIT AT 35? Those stalwart athletes of ancient Greece were made of less durable brawn than our own modern titans whose prowess in field events, wrestling, boxing, polo, football, baseball and other sports make columns of news print every day. The Greeks barred from their Olympic contests all athletes over 35 years of age. Today many famous athletes exceed that age. And why not? Physicians and statisticians tell us that the span of human life is slowly being lengthened. If we live longer and keep more fit than formerly, the period of athletic prowess should naturally increase in proportion. There are still enough early breakdowns, however, to keep present-day athletes from becoming too conceited about their own chances or too scornful of early Greek limitations. Be a patriot first, and a partisan afterward. 'GLOOMY GUS' THIS WAY OUT! The greatest depression in Southern California is the depression of the depressed. In other words, the pessimists are very pessimistic, and the “Gloomy Gus” breed are mighty gloomy. The rest of us are going about our business, if we have any, and most of us have. At least we aren't forever nosing into the other fellow's, and trying to tell him how "rotten" it is. While certain lines show a falling off, others are better this summer than any summer on record. Bank clearings, always a good test, are running ahead of last year. The rail- 'GLOOMY GUS' THIS WAY OUT! The greatest depression in Southern California is the depression of the depressed. In other words, the pessimists are very pessimistic, and the "Gloomy Gus" breed are mighty gloomy. The rest of us are going about our business, if we have any, and most of us have. At least we aren't forever nosing into the other fellow's, and trying to tell him how "rotten" it is. While certain lines show a falling off, others are better this summer than any summer on record. Bank clearings, always a good test, are running ahead of last year. The railroads are carrying more freight than their average in recent summers. Savings deposits are still growing. There is an enormous life insurance business, in small policies as well as large ones. And, don't forget, this is presidential year! An optimist quietly remarks that the labor released by factories can soon be used to advantage, and will be so used in the harvest fields. This is one of the things the farmer needs. And by the time laid-off industrial workers have got the crops in, the optimist adds, industry will be speeding up again and calling for more hands. Demagoguery cannot flourish in a land so fully enlightened as is the United States. AIR MAIL SERVICE IS UP TO EXPECTATIONS Fast transcontinental air mail has been instituted. No longer an experiment, this service will be maintained permanently. The speed, already quite dizzying, will be increased gradually, no doubt, and the service will be perfected as flyers become more familiar with routes and with meteorologic conditions. The service will be expanded too, until all parts of the country share directly in it. The times are ripe for the evolution of fast mails. It is a strenuous, fast moving age. It means a vast deal to cut down the time of transporting mail from ocean to ocean. It will facilitate business and industry. It will speed up financial commercial and industrial processes. More and more will aerial service for carrying mails come into vogue. Within a few years it may be predicted with confidence, the bulk of first class mail in this country will be carried by air. Then will come second-class mail and express matter, and parcel post. More than 300 pounds of mail was carried East on the initial trip of this transcontinental service. The quantity will increase steadily. The service is sure to be popular. This is a remarkable stride in a remarkable epoch—the epoch of the air. In aeronautics and in radiography, the marvels of advancement will come for an indefinite period. The vast realm developing the earth, but not land-locked, rock-ribbed or sea-girt—the air—is to the theater of phenomenal evolutionary development in transportation and communication. The big domestic issue in this national campaign is economy in government. The difference between indolence and applied energy is the difference between savagery and civilization. The good old ship Matrimony soils on, and takes on passengers in July and other months, as well as in June. PARAGRAPH By ROBERT QUILLE After all, about the thing to keep clean is a rite. Peace is a period during you need not love allies spise. Political platforms wholly neglected. Proof read them. Freedom made its great variance when some chap tha free air. Fable: Once there was who didn't want new draw the living room. Mussolini doubtless is man, but why look so much it all the time? Another reason why early is because their can't blockade the port wile congested. It is a fine thing to art of saving if you do the art of spending. If the spot is just big grow six weeds and he lot, he is a realtor. As a means of boosting tality rate the appendix since given place to tha rator. Class consciousness canlish where rusty litness on polished limousines. Nature is kind, and.thou portant are content to b less important things. The big domestic issue in this national campaign is economy in government. The difference between indulence and applied energy is the difference between savagery and civilization. The good old ship Matrimony sails on, and takes on passengers in July and other months, as well as in June. 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 202 WEST SANTA FE AVENUE FULLERTON PHONE 26 Every telephone wire is our loth this line 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 URES except Sunday and Publisher Plain Dealer THE NOMINATING MAELSTROM SUNSHINE PELLET BY DR. W. F. THORN With fancy fly Or worm and hoof The place to be Is by the brook. Sinking men grasp, men sink. One crop of ragweed, whole world sneeze. Hookworms and goo where one is the other. There'll be physicians, there are pedestrians. "For this we are thankful, Said old Uncle Josh, 'That most of our treasured Are nothing but boots' Invariably the fellow ries typhoid doesn't insure. No better game can than nine holes out at the day. Pain in the abdomen appendicitis and castor not be given when appealed Nor should we drink fresh wells. While seeking recreation For doubtful water often, A typhoid incubation The tiny wound may materialize hordes to the bloom and totally destroy the plying lodine to minor stops funeral procession While a $35 casting classy fly may be "collected" can get a heap o' fun on cent cane pole and a PARAGRAPHS By ROBERT QUILLEN After all, about the hardest thing to keep clean is a record. Peace is a period during which you need not love allies you despise. Political platforms are not wholly neglected. Proof readers read them. Freedom made its greatest advance when some chap thought of free air. Fable: Once there was a wife who didn't want new drapery for the living room. Mussolini doubtless is a great man, but why look so mad about it all the time? Another reason why people die early is because their stomachs can't blockade the port when traffic is congested. It is a fine thing to learn the art of saving if you don't forget the art of spending. If the spot is just big enough to grow six weeds and he calls it a lot, he is a realtor. As a means of boosting the mortality rate the appendix has long since given place to the accelerator. Class consciousness can't flourish where rusty jitney's kick dust on polished limousines. Nature is kind, and the less important are content to brag about less important things. ABE MARTIN 2 BATTALIONS OF FILIPINOS JAILED MANILA, P. I., July 7. — Two battalions of Filipino scouts who refused to drill as a result of the arrest of 20 Filipino members of the scout organization, were imprisoned today and investigation continued of the alleged secret semi-revolutionary society which has been uncarried. The score arrested by United States army authorities face court martial as the alleged ringleaders of the secret society. The refusal of two battalions to drill as a protest against the arrests caused authorities to fear the movement among the scouts is widespread. TAGGART'S DEPENDABLE USED CARS '19 BUICK $375 Touring '16 FORD $35 Touring '23 CHEVROLET Coupe £550 Like new '23 CHEVROLET Sedan $675 Sedan '22 CHEVROLET Touring $250 Touring '20 CHEVROLET Touring $140 Touring '18 HUP $275 OVERLAND $100 '17 BUICK $250 FORD $150 INDigestion May Lead To Appendicitis Repeated attacks of indigestion often lead to serious inflammation of the stomach and intestine. Indigestion May Lead To Appendicitis Repeated attacks of indigestion often lead to serious inflammation of the stomach and intestinal tract. This inflammation may finally extend to the appendix, which usually becomes infected through the presence of foul, irritating matter in the bowels. It doesn't pay to ignore even the most simple warnings of digestive trouble. Neglect is responsible for much misery. Uneasiness at the pit of the stomach sour taste in the mouth excessive gas, heartburn, nausea, vomiting, bitter risings, constipation, biliousness, dizzy spells and palpitation of the heart after eating are some of the most common symptoms of poor digestion. If you are subject to any form of stomach distress, don't fail to try a bottle of Smith Brothers' M.A.C., the guaranteed stomach treatment. This wonderful medicine usually gives prompt relief from all discomfort. In fact, it is sold on a positive guarantee of money back if the first bottle fails to do so. A large bottle costs but $1.25. Heying's Pharmacy will supply you. (Mail orders accepted. We soon forgive ourselves, and doubtless, Adam bragged a little when he told his boys that apple story. When the newspapers began the custom of making sentences short they didn't know the judges would adopt it. Rain-making isn't a secret art. A rain cloud always appears five minutes after you get the lawn sprinkled. Turkey and Germany are making great strides now and should recover quickly unless they win a war or something. It takes a good wife to can fruit all day at 120 F. and then sympathize with her, poor tired busband when he comes home from his desk. Correct this sentence: "I've driven her 3000 miles," said he, "and she's never been above 30 miles an hour." (Protected by Associated Editors, Inc.) MONDAY· JULY SEVENTH, 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 SUNSHINE PELLETS BY DR. W. F. THOMSON With fancy fly Or worm and hook, The place to be Is by the brook. Sinking men grasp, grapping men sink. One crop of ragweed makes the whole world sneeze. Hookworms and good health; where one is the other isn't. There'll be physicians as long as there are pedestrians. "For this we are thankful," Said old Uncle Josh, "That most of our troubles, Are nothing but bosh." Invariably the fellow who carries typhoid doesn't insurance. No better game call any play than nine holes out at the end of the day. Pain in the abdomen might be appendicitis and castor oil should not be given when appendicitis is suspected. Nor should we drink from doubtful wells. While seeking recreation; For doubtful water often spells A typhoid incubation. The tiny wound may admit bacterial hordes to the blood stream and totally destroy the body. Applying iodine to minor wounds stops funeral processions. While a $35 casting rod and a classy, fly may be "collegiate," you can get a heap o' fun out of a 10-cent cane pole and a can of The Psychology of Newspaper Advertising By John Hamilton Curtis ARTICLE NO. 10 THE LAW OF REPETITION In newspaper advertising the most important thing to be considered is repetition. The occasional advertiser is like the occasional caller, but little known and soon forgotten, and makes but little impression as compared with the habitual caller. It is repetition in nature that does its most effective work. Dripping water will eventually wear away stone, and the incessant grinding of a stream gradually wears away mountains. Thus, in advertising in newspapers, this great psychological truth must be considered and used, that the advertisements may have the full form desired. It is well for mercantile establishments to have regular days for their advertising, which trains the minds of the people to expect a message from them on such days. The regular advertisement is the steady reminder of service, merchandise and prosperity. Just as an automobile runs more easily on a beaten track, so does the advertisement go farther and accomplish more if it is following paths that it has already made. This does not in any way mean to insert the same, or even a like advertisement each week or oftener, but it does mean that the principle of advertising itself should be constant. Such things as slogans, type in which the name of the establishment is printed, etc., should at all times be uniform. This gives the repetition of the advertisement most force. Then, curiosity, newness, or any other appeal can be used that gives promise of lending the greatest force. To study the manner of appeal to the human mind through the advertisement it will be found that with a great many people the first advertisement gets only their attention, but does not arouse their interest, while the second and third, and succeeding advertisements will arouse their interest and obtain the desired results. Thus, the first insertion, or the single advertisement, which appears occasionally, gets a certain result, which however profitable does not get the response that the second and other insertions of similar advertisements closely following are certain to obtain. Thus, the first, or occasional advertisement, not only gets the natural results from the advertisement as expected, but sows the seeds of suggestion in the minds of the customers, which, followed up will produce even greater results on the next insertion. So it is that newspaper advertising is like the rolling snowball, the returns growing larger with the continuance. It is likewise poor judgment to break the continuity of ad- Nor should we drink from doubtful wells. While seeking recreation; For doubtful water often spells A typhoid incubation. The tiny wound may admit bacterial hordes to the blood stream and totally destroy the body. Applying iodine to minor wounds stops funeral processions. While a $35 casting rod and a classy fly may be "collegiate," you can get a heap o' fun out of a 10-cent cane pole and a can of worms. Picking and squeezing pimples have been known to cause death within 48 hours. Picking pimples oft infects them; squeezing breaks the barrier which nature has provided for protection. POEMS THAT LIVE CHLOE It was the charming month of May. When all the flowers were fresh and gay; One morning by the break of day, The youthful, charming Chloe From peaceful slumber she arose, Girt on her mantle and her hose, And o'er the flower mead she goes, The youthful, charming Chloe, Lovely was she by the dawn, Youthful Chloe, charming Chloe Tripping o'er the pearly lawn, The youthful, charming Chloe. The feathered people you might see, Perched all around on every tree, In notes of sweetest melody They hall the charming Chloe; Till, painting gay the eastern skies, The glorious sun begun to rise, Out-rivalled by the glorious eyes Of youthful, charming Chloe. Lovely was she by the dawn, Youthful Chloe, charming Chloe Tripping o'er the pearly lawn, The youthful, charming Chloe—Robert Burns. To study the manner or appeal to the human mind through the advertisement it will be found that with a great many people the first advertisement gets only their attention, but does not arouse their interest, while the second and third, and succeeding advertisements will arouse their interest and obtain the desired results. Thus, the first insertion, or the single advertisement, which appears occasionally, gets a certain result, which however profitable does not get the response that the second and other insertions of similar advertisements closely following are certain to obtain. Thus, the first, or occasional advertisement, not only gets the natural results from the advertisement as expected, but sows the seeds of suggestion in the minds of the customers, which followed up will produce even greater results on the next insertion. So it is that newspaper advertising is like the rolling snowball, the returns growing larger with the continuance. It is likewise poor judgment to break the continuity of advertising, as the use of repetition is thus hampered. Such is like breaking the continuity of a story, or of an acquaintance. Though it may be revived at a later date, it would be more effective had it not been broken. Thus, with the completion of these articles on the Psychology of Newspaper Advertising, the writer feels that for the merchant, business or professional man to follow their guidance in his business and advertising, he will profit materially. John Hamilton Curtis is now delivering a course of Free Public Lectures at the Fullerton High School Auditorium, and may be heard any night this week at eight o'clock. This is the second week of lectures given by Mr. Curtis, and those interested in the practical study of Psychology will find them very instructive and inspirational. Look! Watch! Wait! In a few days we will be ready to give you some wonderful bargains. All straw hats will be sacrificed—at our Big Clearance Sale Parisian Millinery 209 E. Center St. Anaheim RIUTCEL-WETHERED We have assembled a fine assortment of Baby Carriages, Strollers and Sukies, in all the latest finishes and designs. You will find them here in ivory, blue, gray, fawn, brown, frost- We have assembled a fine assortment of Baby Carriages, Strollers and Sulkies, in all the latest finishes and designs. You will find them here in ivory, blue, gray, fawn, brown, frosted as well as white and sturdily constructed. Baby Buggies $22.75 Strollers $21.25 up Sulkies $10.50 up RUGS --- RUGS AT LOWEST PRICES Axminsters A large display in a variety of colors and designs. 9x12 Priced from: $29.85 to $60.00 Wiltons High grade rugs of tested superiority, that will bring a note of distinction to any horse. 9x12 $75.00 to $138.75 Body Brussels For their fine wear qualities. They can be overlooked. 9x12 $48.75 Riutcel-Wethered FURNITURE CO 151 No. Los Angeles Street Anaheim, Calif.