Decatur Daily Democrat, Volume 28, Number 54, Decatur, Adams County, 4 March 1930 — Page 4

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DECATUR DAILY DEMOCRAT 1 Published Every Evening Except Sunday by THE DKCATt K DEMOCRAT CO. J. H. Holler President and General Manager A. R. Hidthoute Secretary and DusineHH Manager Dl k i> Heller VIOf PraalMßt Entered at the Put.lnlln■■ at Deratin'. Indiana, as second flaws matter. NOW IS THE TIME TO ADVERTISE:— (Editor's mile: Earnest •into Calkins, In the March issue of the "Review of Reviews", writes an article. "Now Is the Time to Advertise." It Is filled with many sound and interesting facts. We herewith reproduce several extracts front it) “The prosperity which the United States have enjoyed for some time might be described by a very simple formula. “In u certain office Ihe bookkeeper owed the stenographer two cents. The stenographer owed the office-boy two cents. And the office-boy owed the bookkeeper two cents. One day the bookkeeper finding a penny in his pocket passed j it to the stenographer discharging half his indebtedness. The stenographer passed it to the office-boy who paid it to the bookkeeper, who sent it around the circle again. Thus each of the three became solvent and the bookkeeper had his original capital. “That’s it, money in active circulation, the small money of small people, but lots of them. Static wealth means nothing. Factories and goods, stock and bonds are not prosperity. Business is the exchange of commoditfes for money and then spending that money for other commodities. “You pass up a shine and Tony does not get your ten cents. Olhers do the same and Tony cannot buy the radio he has set his heart on. The electrical dealer finds radio sales falling off and does not buy the car he had planned. The motor car distributor sells fewer cars and cuts down on his expenses, little and big. His grocer, buU-her, haberdasher feel the difference. This includes whatever you sell. And you skip more shines and so it gets round to Tony again and begins all over. “Too much emphasis is placed upon big business—lumbering, railroads, steel, banking. These do not make prosperity. They merely reflect it. They prosper when the country prospers. And the country prospers by that daily round of small expenditures of millions of families, the grist of groceries, toilej articles, dry goods, and clothing they buy. As long as that keeps up, everything is normal. But let these housewives begin to pare their daily budgets, substitute a boiling piece for the weekly roast, make over little Mary’s frock instead of buying a new one, and business begins to fall off. The daily purchases of millions of people are conditioned by advertising. The breakfast foods, ketchups, toothpastes and galoshes they could do without, and which their grandfathers did without, were introduced by advertising and are kept there by advertising. Cut this advertising sharply off and we would have a slump beside which the stock exchange debacle would be a mere incident. During the newspaper strike in New York department stores were deprived of their daily advertising announcements and sales fell off immediately and alarmingly. Reminders to buy arc essential. Our prosperity depends on the state of mind of the ultimate consumer, and the ultimate consumer is at the other end of an advertisement. - “ . . . Few realize how important is the state of mind of the average man and woman whose daily round of necessity buying is the foundation of our prosperity. Last year’s state of mind, which led to cut'll enthusiastic buying and gave the average American home such an extraordinary standard of comfort, was a product of advertising. It taught us to abandon the Ihrifty technique of older countries and of our own earlier days, the belief that “doing without” is a virtue. Enthusiastic Republicans give credit to ex-President Coolidge for our era of prosperity, but if the average citizen spent money as cautiously as Mr. Coolidge there wouldn’t have been any era of prosperity. We have learned that the money we spend comes back to us; that none of us, whatever our gainful occupation, can prosper alone; that if we want ithers to trade with us we must trade with them; that we are all members of the greatest cooperative institution in the WHVki. “Orange growers in California have taught us to eat fifty more oranges a year. What do they do with the money they get for them? Spend goods you and I make and sell for a living. Would we be better off if the Californians kept their oranges and we kept our goods? There would have been no such consumption of oranges but for the cooperative advertising of the orange growers. A large market was created out of nothing. If they let up we would slump back to our old annual quota of 17 oranges per capita * instead of 67. “This year advertising is more needed, not because people have less to spend but because they hesitate to spend it. It will be a fine test of advertising. It is far more logical to advertise when sales are hard than when they are easy. Yet many otherwise logical men curtail advertising at the first sign of a business cloud. “Each may think, ‘My advertising is but a small part of the whole. I’ll play safe, cut down this year and see how things go.’ Multiply such doubting Thomases by the number of retail storekeepers and you have upon you the only thing which is to be feared at this moment—a psychological business depression. “Few business men, even those who employ it rate advertising highly enough. “Many businesses are underadvertised. There is no half-way house. The advertising must be equal to the opportunity. Too little is no belter than none at all. If the persimmons hang ten feet high a nine-foot pole is po better than a two-foot pole to get them. “The time has come to use advertising as it was intended to lie used, to stimulate business. Never has there been a time for a cleaner test. There arc no adverse factors except the mental hazard of last year’s stock slump in men’s mind. The obstacle is psychological, not physical. “We arc in a position to learn whether we can control prosperity. When vour car loses momentum on a hill you give it more gas. Business has lost some of its momentum. The remedy is more gas — more advertising. Last year’s volume moved an enormous total of goods, but this year more is needed. The increase should be a hundred or two hundred million, whatever the grade demands. But instead of talking about it in big round numbers, let every manufacturer and every retailer consider his own plans closely and ask himself whether he is planning to spend enough to bring this year’s sales up to last year’s or above them. “Advertising is a safer builder of profits than speculation. “Apathy in Hie market needn’t be taken seriously. A burned child fears fire. It isn’t necessary that people buy securities. The important thing is that they should buy -groceries, clothing, toilet articles, motor cars, radios, etc. “Advertising was never more necessary than now.”

i) i — and the Worst is Yet to Come —

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♦ _♦ | TODAY’S CHUCKLE ♦ . (U.R) ♦ London. —“Persuading Kski- | mos to buy electric fans would j j be an easier task than con- I verting America to a nation of \ tea drinkers," a London brokj er stated in discussing ways i of increasing tea consumption. » ♦ ♦ * ♦ BIG FEATURES OF RADIO t l ♦ ♦ Tuesday’s 5 Best Radio ’Features Copyright lDliu by UP • WJZ (NBC network l 7 p. m. est. —Pure Oil —J,Lopez Hour. WABC (PBS network) 8 p. m. cst —Old Gobi —VVfiiteman Hour. WJZ (NBC network) !) p. m. cst. —Westinghouse Salute. WEAF (NBC network) 9:80 pin. cst.—Radio Keith —Orpheum Hour. * WABC (CBS network) 10:80 p. m. cst. —Publix NfghrtOwls. Wednesday's 5 Best Radio Features Copyright 1980 by UP WABC (CBS network) 7 p. in. cst.—Gen. Mills Fast Freight. WEAF (NBC network) 7:30 p. m. cst. —Mobiloil Concert. WEAF (NBC network) 8:80 p.m. cst.—Palmoilive Concert. WABC (CBS network) 9 p. m. cst. —Philco Hour. WJZ (NBC network) 9:30 p. m. cst.—St. Regis—Lopez Hour. o- ♦ ♦ Modern Etiquette | By ROBERTA LEE ♦ (U.FJ- ♦ Q. When should fiuls be worn by he bride at her wedding? A. It is customary to wear a hat with an informal wedding dress. The hat should either match or contrast with tht* rest of the costume, Q. When is chicken eaten with the fingers? A. It may he eaten with the fingers at a picnic, or at a very informal gathering, but otherwise' it is very incorrect. Q. May a card with a message written on it be used instead 6f a formal note? A. No; it suggests haste and an attitude of indifference that are contrary to the best breeding. ♦ « Household Scrapbook By ROBERTA LEE ♦ • Us*d Paraffin Used paraffine can be re-used by healing it to tlie boiling point and straining through three thicknesses of cheese cloth over a funnel Repeat this operation if necessary. It can bo cleaned with a brush and warm water if not too dirty. Olive Oil Add two medium size lumps of sugar to each quart of olive oil as soon as il is opened to keep il from becoming rancid. Mica To clean t lie mica in stove doors, rub il with a soft flannel cloth dipped in equal parts of vinegar and cold water. # TWENTY YEARS AGO TODAY From the Daily Democrat File ♦—• ♦ March I Burn and contents on the John Niblick property destroyed hr f:rc wtu, loss of $1,500. lie.. Klein of Redding, Pa., i--ouductliig revival services at the

DECATUR DAILY DEMOCRAT TUESDAY, MARCH 4, 1930. *

Evangelical church. Traction car of horses shipped to Flunk J. Adams at Findlay, Ohio in charge ot C. O. Melbers and Ed Beery. Henry Bauman, farmer east of town, injured when horse kicked him in the back. Cement floor is being poured in, the basement at the Holt house Drug store. Bluffton marshall gets a stop watch and says he will nab “scorching" autos. Wi-s Hoffman resigns place at True and Runyon's to travel for the Washburti'-Crosble flour company of Minneapolis. Mrs. Theodore Roosevelt and daughter Ethel said for Cairo to • meet the ex-prebident who is returning from his African hunting trip. LYONS — Old land marks at Lyons are lieing removed in clearing the route for a new highway to be built during the summer. Two walnut trees, planted in 1870 \ by* Mose Kaufman, pioneer resident, have lieen cut down. His grandson, Victor Stein, saw the removal. The oldest apple tree in the vicinity lias l»een cut down and three stone buildings are being razed. *

“Wonderful Is Konjola,” Says Muncie Lady 111 For Seven Years — Tells How New Medicine Gave First And Only Relief jli if % m M i. * MRS EVA SOLLARS "I suffered from rheumatism from the time I was sixteen years old," said Mrs. Eva Soilars, 523 East, Wysor street, Muncie. "Whenever the weather changed I was sure to feel sharp stinging pains through ray entire body. Only sufferers from this dread ailment know what I went through. I tried mAny medicines and treatments for this malady but nothing helped. My nerves were worn out and my system badly run down. “A brief treatment with Konjola showed me that t was on the right track. As 1 continued with this medicine the pains of rheumatism gradually left me. No one will ever know my gratitude to Konjola . for all that it has done. My entire system has been built up and 1 am stronger and more energetic than I have been In many years. My household duties are a pleasure and I am enjoying my life lo ’ the fullest. Wonderful Is Konjola." I Konjola Is sold in Decatur at B. J. Smith tlurg store, and by all the best druggists in all towns ( throughout this entire section. r Colds arc serious. Even mild cases arc dangerous. Remember , KONJOLA COLD COMPOUND(tablets) is giving amaziug re lief to thousands of cold suffer ers every year. These table are of the same high quality a Konjola. '

.MONROE NEWS m Mr, and Mrs. Robert Johnston of Detroit, Mich., spent the weekend with Mrs. Johnston's father, Mr. Tra Wagoner. Mrs. Ellen Hocker of •erne, Ind., visited Mr. and Mrs. R. J. Meyers on Friday. Miss Creo Crist spent the weekend in Fort Wayne with friends. Mr. S. A. Lehr attended the basketball tournament at Bluffton on Saturday. Mr. Floyd Johnson, a student at Danville, Ind., college spent the week-end with his parents, Mr. and Mrs. John Johnson. Mr. and Mrs. Howard Sprunger of Berne, Ind., were calling oil friends in Monroe on Sunday. Mr. and Mrs. Delbert Beals of Portland spent Sunday with Mr. and Mrs. H. E. Farrar. Mr. and Mrs. Wilford Ray and family of Grabril, Ind., spent Sunday with Mr. and Mrs. John Johnson, Mr. and Mrs. E. D. Lehman and family of Fort Wayne called on Mr. and Mrs. R. J. Meyers on Saturday afternoon. Rev. and Mrs. Vernon Riley spent Saturday In Fort Wayne. Mr. and Mrs. A. D. Crist of Decatur called on Mr. and Mrs. Forest Andrews on Sunday afternoon. Mr. and Mrs. Homer Oliver and daughter Marylin and Harriet and son Robert of Kalamazoo, Michspent the week-end with Mr. and Mrs. Harvey Sells and daughter Chrystal and called on Mrs. Harriet Sells at the Adams County Memorial hospital. Mr. and Mrs. Fred Miller of , Wapokoneta, Ohio, spent the weekend with Mr. and Mrs. G. A. Hahnert. • Mr. and Mrs. E. W. Busche en-1 tertained at their home east of j Monroe on Sunday the following ( guest* Mr. and Mrs. James A.; Hendricks, Mr. and Mrs. Z. O. j Lewellen and daughter Margurite; and Mrs. Sadie Scherer. Mr. and Mrs. Jacob Longenberg- j er were the guests of Mr. and Mrs. John Parr living west of - Berne on Sunday. Mr. and Mrs. O. P. Andrews of Indianapolis called on Mr. Andrews sister. Mrs. John Miller, on Saturday. Mrs. Miller is seriously ill. Mrs. Margret Dulin is spending the week in Decatur. Mr. and Mrs. Harvey Sells left Monday for their home in Detroit,

I The pace - setters I | KEEPING-UP-WITH-THE-JONESES is no mere vagary of the I cartooner. It is an actual condition in every city, town, village and I hamlet of this great country. 1 There is a Jones in every locality to set the pace. But the averlage Jones is not a rich man—far from it. He has a good job, he B dresses well, he is a good talker and splendid company. Jones is B always the gentleman, welcomed at business conventions, public k dinners and social gatherings alike. Mrs. Jones is envied as a sue- k, cessful hostess. Every woman in her set, and out of it, seeks bids 1 to her bridge parties and other social functions. Their home is | cozy, tastefully furnished and provided with most of the modern ■ conveniences. “How do they do it. i> ” ask the neighbors. “We have as much K money as they.. Socially we are tiieir equals.” But without seem- B j|j try, without putting on any “dog,” the Joneses set the pace 1 just the same, they have learned from reading advertisements S how to have many desirable things at little cost. They keep up to I ffi date on almost everything—just reading advertisements, I Keeping-up-with-the-Joneses is a comparatively easy matter — ■ othei things being equal. Read the advertisements regularly. I jjg Study them. Remember what you learn. Then, when you are in I || the maiket foi anything, you will know, just as they do, what kind I || * )uy * • k° on you 11 find yourself saving money, yet having more I j|j than you ever had. You 11 find folks wondering how you do it. Oh, I jlj yes. It s fail y easy, if you make the most of your opportunities. I l j ' Advertisements are opportunities ... study them I ji j to your own advantage. | | Depatur Daily Democrat Ciueufiucueiupij-n rpin rpi *"njE?idUUlC ■ vB

Michigan- . Mr. and Mrs. Leo Miller a*" fan’ tly of Frankfort, Ind.. spent the week-end with Mr. and Mrs. John Miller and other relati'cs. Mrs. John Floyd. Mrs. E. ' • Busche. Mrs. James A. Hendricks, Mrs. Otto Longenberger and Mrs. J. V. Crist motored to Monroeville on Monday and attended the district conference of the *" church. , , Mr. and Mrs. Ferd Smith of Fori Wayne visited Mr. and Mrs ( . L. Bahner and family ou Sunday. Mr. and Mrs. J. F. Crist entertained for dinner Sunday Mr. and Mrs. Raymond Crist and son Quentin and Kermlt. Mr. and Mrs. Harry Klopfensteln of Bluffton called on Mr and Mrs. T. J. Rayl on Sunday afternoon. George Smith of Toledo, Ohio, spent Sunday with his parents. Mr. and Mrs. W. S. Smith. KENDALLVILLE — A Kendallville physician was impressed with the advance In transportation methods recently while making a . ». s-.p.p when "'(thin caii to d iin «•* iiOiiiv. »' a mile of his patient's home, the doctor found the road impassable for his auto. Abandoning it. he continued on a small mud boat drawn by an old gray horse.

'Mislity Monarch S os the Air" c/HaMic ws&L veMeverythinj you want in AFineHedio Over a million owners agree that you cannot buy a better radio at any price. : Decatur Electric Shop Phone 244

I CONGRESS TODAY 2] (U.R) ♦ Senate: Continues debate on tariff bill. Resumes lobby Investigation. Agriculture committee considers Investigation of farm >’°» rd P ol ‘ icles. House: Takes up government employes retirement billjudiciary committee resumes hearings on branch and chain banking practices. Military affairs committee resumes hearings on Muscle Shoals hill. o — EVANSVILLE — A telephone message to police said: "There's a man walking down Vine street with a big jug of U ( l uor '"__ r _ r^

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