Decatur Daily Democrat, Volume 35, Number 307, Decatur, Adams County, 30 December 1937 — Page 4

PAGE FOUR

DECATUR DAILY DEMOCRAT Published Every Evening Except Sunday by THE DECATUR DEMOCRAT CO. Tnterod at the Decatur, Ind. Post Office as Second Class Matter I. H Heller President g. R. Holthouse, Sec y. & Bus. Mgr Dick D. Heller Vice-President Subscription Rates: Single copies — I 02 One week, by carrier .10 Due year, by carrier ._— 5.00 One month, by mall 35 Three months, by mail 1.00 Six months, by mall _—...— 1.75 One year, by mail 3.00 One year, at office- 3.00 Prices quoted are within a radius of 100 miles. Elsewhere 13.50 one year. Advertising Rates made known on Application. National Ad ver. Representative SCHEERER & CO. 15 Lexington Avenue, New York 35 East Wacker Drive, Chicago Charter Member of The Indiana League of Home Dailies. Last call — join the Christmas Saving club and be ready for next December's shopping tour. The New Year greetings and predictions from leading figures will be varied, depending of course considerably on the politics of those being interviewed. We don’t know much about it j but from an outsiders point ofj view, we feel sure this is a good , time to buy and a poor time to sell stocks listed on the exchange. Renew your subscription to the Daily Democrat. Important news will be recorded the coming year. Get it first and get it at the low cost of three dollars a year by mail. Get your drivers license this week and if you prefer you can postpone taking out the automobile license and tags until later. Governor Townsend has extended the time to March Ist. Old man “Good Times'' seems to be just at the coiner, with half i the people trying to pull him around and the other half insisting on shoving him back. Which side will win and which side do you want to line up with? If you have savings and want a ; safe investment, put it in Adams county real estate, farm, village, town or city. You can't miss. Os j course its not as liquid as bonds but it's just as safe and will return you more in the long run. The films of the Panay bombing by Japanese, now being shown in this country, ought to settle any of the disputed questions as reported by the different sources. It is perhaps the most thrilling picture of its kind ever taken and filmed. Listen to the chimes as the New Year comes in Friday night. You will enjoy it as you must have enjoyed the fine music thus distributed the past week from the Zion Reformed church tower. It has been one of the finest things ever done here to create Christmas spirit. A busy, interesting and exciting 193 S is just ahead. The Daily Democrat is preparing tc record the happenings as they occur and to send them to you by mail for three dollars a year. Surely you can't afford to get along without this daily messenger when you can have it for less than a penny a day. Are you all ready for the New Year? It will soon be here with Its new opportunities for those who go after them. There are many bright spots in the picture and if you keep watching them you will get places. Remember the pessimist is a creature that no one cares about. They prefer those who sing and laugh and hope. Senator VanNuys wants business reassured and thinks con-'

gross should act while Congressman Ludlow thinks government costs should be reduced and taxes lowered by that proceedure. Al-1 j right boys, go to It. It It's us easy | to do as It Is to give out Interviews ’ and will work the charm, please don’t waste any time. Get busy , and the country will applaud you. Farm leaders of Indiana are shocked by the announcement of ; i the sudden death of \V. Q. Fitch, of Purdue I'niversity. For many years Mr. Fitch has directed the annual agricultural conference and superintended farm institutes all over the state. His name and his i talent have been known and ap-' predated in every county and his I excellent leadership will be very difficult to supply. Chicago has licensed race gamblers, charging a $5,000 license fee to the book makers. By this method the “Windy City" expects to pay off some of its debt. If it does, who will pay it? Won't it be the “sucker" who shoves his two dollars into the window? And hasn't that guy got almost as much chance as he has when he plays a slot machine? So what? Isn't it ■ a cheap way of passing the hat? General Motors has reduced its working force 30.000, which is not ■ surprising when we stop to conI sider that there has been a slight i decline in buying power the past ’three months. The company still, has more than 205,000 employes. ■ which is probably sufficient to take care of all demands. As business picks up, and we feel sure it will, men can be added no doubt and of course that's what will occur. . Don't sell America short. It's too great a country. “Business is good." says the Food Field Reporter, published in New York City and it continues: “Retailers in this part of the coun-j try report that they have had an unusual holiday period. I'nited States Daily estimates that America's Christmas bag will be the biggest in seven years, or equal Ito $5,050,000,000 in December retail volume. National manufacturing organizations which contact the I retail trade directly tell a similar story of increased buying through retail outlets that they contact." ’ I Os course there are millions who earnestly desire peace who will not agree with Mr. Ludlow that his I proposed method of an election to determine war is proper. When war comes it results frequently rather speedily and this nation is too virile to be hampered by laws that would hurt our cause more than it could possibly help. We believe President Roosevelt is right in his position and that the < measure should be pigeon holed for good. We don't need it and we don't want it. Diplomacy these days is sufficiently difficult. o Answers To Test Questions Below are the answers to the : Test Questions printed on Page Two 1 * 4 1. 90 d. North. , 2. American inventor. 3. Harlem River. 4. Virginia. 5. Colorado. ■ 6. Pronoun. 7. He was mortally wounded in a duel with Aaron Burr. I 8. They were born May 28, 1934- ; 9. George Brent. 10. Luke. o 1 * | Household Scrapbook By Roberta Lee 4- ' ■ - — " Tarar on the Teeth To remove tartar from the teeth wind a piee of absorbent cotton on an orange stick and dip in lemon juice and then in pumice stone. This should be applied vigorously 1 to the tartar spots. Cake Batter If the take batter is too stiff, j don’t use milk to thin it out. as this ; will toughen it. Beat an egg white .'and add it gradually to the batter i until you reach the correct thick- ’ j ness. Perspiration Stains When a garment is stained by perspiration, try sponging the spot with white vinegar and wiping dry with a soft dean cloth. | O , Trade lu A Uuod Town — uecatur

“Come with me, my dears 0 Wi W -1 Wfe ■rv> M 1 -4 /S AjUh W O wk Vifcn |Sk i * f u-vW Ml'' is I• Y ° G °i v > \ Op nr> r.n« rta jrt> Im Work! n;ht» ■———

i , .... ■ Indiana Business Outlook As Seen By University Experts

iEditor's note: Today's article in the 1 ,U. business review series 1 points out that retail business men advertised more this year than . last and that they are adopting'< scientific methods iu reducing < marketing costs.) ——— j I CHANGES IN RETAIL AND WHOLESALE TRADE PRACTICES IN INDIANA —byWayne H. Stackhouse, assistant 1 professor of marketing. Indiana University School of Business Administration. j Considerable attention has been focused on the fact that most Indiana retaile: s have done a larger volume of business during the current year than during 19:16- Grocery sales have been about five yer cent higher. Hardware, drug, clothing, and shoe sales have made larger gains. In most cases, department stores have reported substantial improvement over a year ago. The dollar value of total re- • tail trade in Indiana during 193" has averaged about ten per cent higher than during 1936. These facts are of immediate { concern to many of us. but in some respects they are not as important as certain changes in distribution practices that have been developing for some time without re-1 ceiving very much attention. The] wise business man is studying these developments and adjusting his organization to meet the changed conditions. Middleman Being Eliminated Wholesalers no longer dominate our system of distribution. Conditions have changed considerably . since the time when wholesalers advised the retailers as to what they should buy and how they should sell it. The development of large scale . retailing has contributed much to' this change. Some large retail j , establishments have found it profitable to perform the wholesaling j functions for themselves. Others . I have purchased in such large quantities that manufacturers have been willing to perform the wholesaling , functions for them. The establishi ment of organizations equipped to, 1 deal with a few large retail out-j I lets was the opening wedge that; ’ continued until many manufacturers were in a position to perform I I the usual wholesale functions. Other factors contributing to this 1 movement have been improved ■ transportation facilities and the desire of some manufacturers to wage more aggressive sales campaigns than wholesalers would ' | carry on for them. 1 The percentage of total manu-j ' facturers' sales handled by whole-’ salers and jobbers is considerably ' under pre-depression levels. There also seems to be a tendency for . j manufacturers to sell a smaller portion of their output directly to . industrial users. Some manufacturers are selling less of their out- 1 1 put through their own retail outr i lets. Ou the other hand, there has

DECATUR DAILY DEMOCRAT THURSDAY, DECEMBER 30, 1937.

been a marked increase in the ing directly to independent retailportion of manufacturers' sales go-1 ers as well as through manufactur-! ers’ own wholesale branches- The I depression brought an increase in direct sales to household consumers. It should be remembered that these statements are based on general trends and are not true in a few fields. Trading Areas Larger Retail trading areas have been getting wider for a long time, but the trend has become more marked during recent years. Moving pictures, radios, newspapers, magazines, and visits to urban centers have made the rural population conscious of the growing emphasis being placed upon style. Rapid style changes and slow turnover have made it very difficult for the small rural merchant to keep pace with merchants operating in larger shopping centers. People like to have an opportunity to “shop around” and compare items. In many cases It has been im- , practical for merchants in small : towns to carry complete stocks for many of the newer appliances, such as stokers, electric ranges, and ornamental lighting fixtures. When people go to larger centers i to geth items they cannot, or do not care to purchase in smaller ' centers, they often find it convenient to purchase staples also. As young people develop the habit of going to the city for entertainment, it is only natural that they should become acquainted with the stores located in the city and start making purchases there. Some lines of trade have been affected more than others have by the general shift in retail trading areas. There has been very little 1 shift In the grocery business. Small towns have lost ground in ' most other lines. Medium size (towns have gained more trade in dry goods, toilet articles, jewelry. ; furniture, men's clothing, women's furnishings, and dress shoes from smaller centers than they have lost to the larger centers. Large trading centers have gained some business in nearly all lines, but the ! greatest gains have been in such j items as women's ready-to-wear, millinery, and men's dress shoes. Trade in items in which fashion dominates have the longest drawing radius. Trading areas have a tendency to overlap considerably. The trading area is different for different products, tor different individuals, and varies considerably through through the various stages of the I business angleMore Small Retailers Writers and speakers often call 'our attention to the big number of large scale retail establishments that are now in operation, but little is written or said about the increase in the number of small retail organizations. ' The number of retail organizations declined slightly during the rhtee years prior to 1933. Since I

, then there has been a noticeable increase and there are more retail 1 stores doing business today than tn 1929. Totals sales are under the pre-depression peak and average sales per store are well under the i 1929 average. Advertising Expenditures Up The ratio between advertising expenditures and total business activity has changed relatively little during the past fifteen years, little more stable than general busHowever. advertising has been a iness activity. Advertising did not expand as much as business Tn general did in 1928 and 1929. The downward trend of advertising lagged several months behind the business recession that followed this boom period. Starting with the second quarter of 1933. advertising expenditures moved upward but at a steadier and slightly slower rate than industrial activity. It now seems rather certain that final reports for 1937 will show advertising expenditures in Indiana, and the country as a whole, about seven per cent above the 1936 total. Final reports for business in general should show a slightly larger gairt, but the margin between the two trends narrowed as industrial activity declined during the last half of this year. Scientfic Methods Introduced Prior to the recent depression. 1 primary interest was centered in production problems. Manufactur- ' ers could sell almost anything they cared to produce: retailers could sell almost anything they cared to stock. Conditions have changed j materially. Business men now find it desirable, if not absolutely necessary, to consider the wishes of consumers. We are living in a period of rapid changes in demand. Failure to forecast these changes accurately tends to increase marketing costsIncreasing numbers of business men are learning that there are scientific procedures that can be I used to reduce some of these risks. Marketing costs can be. and will ' be, reduced as scientific methods are adopted more wisely. 1 (Tomorrow Dr. H. G. Fraine will discuss trends in Indiana's industrial relations). o Modern Etiquette By ROBERTA LEE . * ♦ Q. Should the tissue paper that comes with engraved invitations be r enclosed in the enve’ope when mall- . ing the invitations? A. No; the tissue paper should be discarded. ’ Q. When giving a smalt informal , dinner, how should the hostess designate to each guest where he is to sit? . A. The hostess should stand at her place and tell each guest where to sit. Q. Is it correct to say ‘‘man and wife", instead of "husband and wife"? A. Either form is correct. J 0 . New Year’s Eve, 7 to 1— 3 Decatur Skating Rink.

INDIANA ROADS MUCH IMPROVED Extensive Highway Improvement Campaign During 1937 Indianapolis, Dec. 30 —(Special)— An extensive program for construe tlon and Improvement work has i been completed on Indiana's state highway system during the past year, contributing to motoring convenience and safety. Earl Crawford, chairman of the state highway com mission, said today. During the year construction ( work—high and low type pavement and grading was completed on approximately four hundred and sixty miles of state highways. In addition construction was completed on twenty four grade separations and one hundred and forty bridges. Aside from this construction program. there were approximately a i thousand miles of state highways improved by surface treatment, resurfacing or by application of dust ! pallatives. Included in the projects completed and opened to traffic during 1937 were severa.' of particular interest ,to motorists throughout the state. Cnief among these were Indiana's ■ first sections of dual or dividedlane highways, one on Road 40 west of Indianapolis and the other on Road 30 in county. This type j of highway is regarded as the safest that has been developed. Other projects of interest include the completion of a new Road 07 route between Anderson and Muncie, completion of a new route for Road 52 around laifayette, itn- ■ provement of the Road 37 entrance into Indianapolis; opening of the Road 9 extension from Columbus

DANCING The Green Light CELINA. OHIO Thurs. Nite, Dec. 30 New Year’s Dance. Dec. 31 Sunday Nite. Jan. 2 20c admission Free Dancing Music by The Rock’in Rhvthmaires.

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Ito Seymour to relieve traffic con-1 ditions on Hoad ,11 between thes„ I cities; development of a new en-1 trance to Anderson for Road 9 from I the north; elimination of curves on jltoad 31. north of Peru; and paving of Road 27 between Angola and the Indiana-Michigan state line. These improvements, •together with the grade separations, bridges and other work, mean another for-1 ward step in the modernization of Indiana's state highway system to meet present traffic needs. They are also a real conttlbution to increased motoring safety, along with jthe elimination of sharp curvea, the I w idening of bridges and culverts and the installation of flashing light [Signals at scores of highway railroad grade crossings. Another step toward greater motoring safety during the year has I been the coordination of state high- ! way operations relating to safety; I through the establishment of a Bur-! eau of Safety as one ot the divisions of the state highway commission. As a result of this action the probilems of traffic control, proper markI Ing and elimination of possible haz'ards are receiving greater atten- [ tlon than in the past. Plans are already under way for construction and Improvement work

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