Indianapolis Times, Indianapolis, Marion County, 31 October 1936 — Page 7

reat Teams of All Time

~ Princeton, Harvard Guidance of ach Tad Jones.

BY JOE WILLIAMS Times Special Writer "WORK, Oct. 31.—Every 10 he Yale team of 1916—which of the great teams of all around at a dinner table hello, howdy do, and how bi been doing? the most part the whole team It was there in {full strength 10 years ago and it will be there tonight at the Hangar Club when the

old bald heads, | the old twisted |

hands and the old bent join in a reminiscent symphony of fun, retrospective happiness and a sort of matured, BE unselfish hope for the future. ~~ "Maybe you don't know as much " about the ’'16 Yales as you might “$0. ‘They may not have been “Minnesoteans, the Fordhams, the Northwesterns or the Washing- ~ tons of their day. But they were pr | a football team. They were "the ¥Yales of ’'16 and in those days “that meant something. In fact it meant considerable to be the Yales "of "16—especially the kind of Yales § Yales were. at's why I think it is particufine that these old gents have to get together every 10 _ years to bore one another with their

. exploits against Princeton and Har-

~ sapflk Because in those days no other teams mattered. If the Yales hat period managed to beat on and Harvard they were The Yales of ’'16 did.

- Tad Jones Returns

= So tonight they are all coming |

r—and they are coming towith their first coach—Tad nd their captain Cupid and it figures to be quite a S38 figures to be quite a party 4 reasons. The first of in my mind, is that the together of these men shows f fellowship. And the sec-

“let me tell you about the t is very popular these put the rap on football ly with a name can do it and a few. bucks from a Sy ne. The magazine ps seem to think that is what people want to read. How they #e the fact that many thougwd the stands each Satur5. see the game of the week is ag I can’t understand and I biibt if you can explain it to yourpw let's look over this '16 team ale that is to meet for its sec- | 10-y get-together. Let's see rrible mugs they are. Gates Was Tackle

8 with Di Gates. He was Skle on the '16 team at Yale. ‘was named captain of the which didn't play through ale on account of a trivial pd the World War. It was

what happened to Gates. |

pwn and ask to see him one of at the New York Trust

will happen? You'll find n everything is said and pd has anybody seen Sally? be talking to the president yr York Trust Co. And pon't tell you, nor will any ho is close to him, but he is ‘the few guys in this coun‘is privileged to wear a jonal Medal of Honor. He ‘war, was shot down behind "mn lines, made a prisoner, “and—well, you don't get to pngressional medal-guy just you part your hair in the

did you ever hear of Larry “Well, he was a guard on the BS. And he didn't know he guard until they told him. A fawny fellow, three days be8 Brown game—and Brown in BegaYys was tough—they told him BS 8 guard. He had never had i uniform on before. He what time it was on a "field. He turned out to be uous factor in the defeat jon and . Harvard—which bithe Yales of '16 were inteyLk. He is one of New York's Meys today. Ask anybody ng picture business.

| Rode Freights

f® ‘Was a fellow named Tim n center on that Many stories have been Tim. He wasnt .a He rode the freights Dame to play with the for some reason he didn’t

~~

knees |

3 ! - 5 y

4

|

year,

Match of Feathers

New York commission, Henry Armstrong

Very shortly the featherweight boxing division may have one ruler instead of the three who have claimed the As the result of his defeat of Mike Belloise, recognized by the

orld crown during the last (fight), Negro California

champion, hopes to meet Petey Sarron (left), recognized as king by the National Boxing Association. The fight probably will be held in New York over the 15-round route. New York officials hesitate to recognize

Armstrong, but the lad has made good and has won many supporters.

Bess Lands Early Knockout in Bout

Young Bess, the Bess A. C. featherweight, made brief work of Al Sheridan in the main go on the amateur boxing program at the Armory last night, flattening his opponent in two rounds. It was scheduled for five heats. Sheridan, a Boyce A. C. boxer, substituted for Bud Cottey, who failed to fill the engagement. Cottey is an Oliver A. C. fighter. It was announced that Cottey has been

| ruled suspended for six months by the Indiana-Kentucky A. A. U. | boxing committee. Walter Johnson, Oliver A. C., took down the decision over Leroy Dycus, Bess A. C., in the three-round semi-windup. They are local bantamweights. In other three-round-ers results were as follows: Irvin Spalding, unattached lightweight, won over James Robinson, Boyce A. C. Wayne Allee, Coatesville A. C. featherweight, outpointed Freddy Hale, Washington A. C. Bob Blue, South Side Turner junior welterweight, defeated Harry Fishell, Bargersville. William Reed, Bess A. C. flyweight, defeated Bob Hadley, Coatesville A. C. Paul Bunton, Coatesville A.C. flyweight, received the verdict over Karl Carlisle, Oliver A. C.

List Net Schedule for Warren Team

Only five members of last year's varsity were among the 48 boys who reported to Coach Ralph Clevenger for basketball practice at Warren Central High School this week. The regulars back included Ted Lewis, Carl Puhlmann, Raymond Bottema, Howard DeGolyer and James Shields. Coach Clevenger announced the following schedule for the Warren Central quintet: Nov. 12, McCordsville, there; Nov. 20, New Augusta; Nov. 25, Lawrence; Nov. 27,

Mooresville, there. Dec. 4, Southport: Dec. 11, Greenfield; Dec. 12, Decatur Central, there; Dec. 18, Manual, at Indianapolis; Dec. 22, Fortville, there. Jan. 9. Mount Comfort; Jan. 15, Beech Grove, there; Jan. 22-23, Marion County tourney: Jan. 29, Greenwood, there. Feb. 5, Ben Davis; Feb. 6, Veedersburg, Here. Feb. pia: George Rogers ao ih of ammond; Feb. 19, Carthage, there; . 26, Rroad Ripple. ’

BOBBY JONES CARDS 68 IN EXHIBITION

Times Special ATLANTA, Ga., Oct. 31.—Bobby Jones and Lawson Little teamed together to defeat Horton Smith and Jimmy Thompson, 2 and 1, in an exhibition golf match here yesterday. A gallery of approximately 4000 followed the all-star match and saw Jones return to his old-time form and card a brilliant 68, three strokes under par. The match was played over the No. 1 East Lake course.

FIGHTS LAST NIGHT

NEW YORK (Madison Square Garden) .— Izzy Janazzo, 145. New York, and - Cerefino Garcia, 145, Philippines, drew (15); Aldo Spoldi, 135, Italy, outpointed Eddie Brink. 135, Scranton (8); Baby Casanova, 128, Mexico. kayoed Jose Santos, 127, Portugal 2): Frankie Martin, 121, Montreal. outpointed FM , 118. Havana (8); Pelix Garcia, 134, Puerto Rico, and Johnny Rohrig, 130, Clifton, N. J., drew (4).

County Boxing Dates Selected

Annusl city and county amateur boxing championships are to be held at“the South: Side Turners, 306 Prospect-st, Dec. 4 and. Dec, 11, according to announeement today by Fred DeBorde, chairman of registration and boxing of the Indi-ana-Kentucky A. A. U. . A record number of entries are expected to compete in this - year’s fistic carnival in which the titles in all weight classes will be at stake. Finalists in the novice division also are to be i awarded titles, DeBorde said.

Deal for Browns Reported Closed

By United Press : ST. LOUIS, Oct. 31.—The StarTimes said today it had “learned from an authoritative source” that ownership of the St. Louis Browns’ American League franchise would pass from the Ball estate to a syndicate of local sportsmen some time next week. Donald C. Barnes, president of the American Investment Co., will head the syndicate, it said. According to the story, the deal was virtually closed when the syndicate received ‘assurance that the seven other American League clubs had: -weakeried in their stand against night baseball and “would grant the concession for the good of the American League in St. Louis.” It was reported that Rogers Hornsby will be retained as manager.

Title Contenders In 15-Round Draw

By United Press NEW YORK, Oct. 31.—Barney Ross was still without a challenger for the welterweight championship today after two leading contenders in the 147-pound division battled to a 15-round draw last night. Izzy Janazzo rose from the ecanvas where he had been knocked by Ceferino Garcia, swarthy little Filipino, in the eighth round and came Lack to earn a draw. The winner had been promised a shot at Ross. Both fighters finished strong and brought the small crowd of 5400 spectators in Madison Square Garden to its feet with a whirlwind fifteenth round. Garcia was badly cut. Janazzo weighed 145%; Garcia, 145%.

PITT TEAM DEFEATS BUTLER U. RUNNERS

Pittsburgh defeated Butler University, 25 to 30, in a. four-mile cross country meet today at the Bulldog course. Winston Griffin of Butler won the event in 20 minutes, six seconds; Cook of Pittsburgh was second; Legein of Pitt third; and Woodruff of Pitt fourth. Woodruff is the Panthers Negro - half-mile champion.

College Schedule Todey

Indiana Teams

Franklin at Butler. Ohio State at Notre Dame. Purdue at Carnegie Tech. Wabash at Evansville De Pauw at Ball State. iCentral Normal at St. Joe. Holbrook at Earlham. Rose Poly at Manchester. Indiana State at James Millikin. McKendree at Oakland City. Michigan Normal at Valparaise. Other Leading Games

ann Stats at Vendersilt. at Vander Mis U. at Cente X lana at Iowa State. Alabama at Kentucky. ie un: t Washi aio St. Louis. : a nglam, Missouri at Nebraska. na Kansas. Bates at Bowdoin. Miami (Fis.) at Boston U. inti State at California. n State a allace at Case. ni,

High Scoring Registered in Beam Circuit

Paul Stemm’s 709, Packard Motors’ 3127 Set Pace in Pin Circles.

BY BERNARD HARMON

Scoring features of last night's tenpin sessions emerged from the Beam Recreation League, rolling at the Pennsylvania Alleys, where Paul Stemm outdistanced all soloists with a 709, as Packard Motors set the pace among teams with a 3127. Stemm’s top count was his initial 700 of the season, games of 204, 233 and 269 making the series possible. With the aid of Oscar Behrens’ 666 and Ed Stevenson’s 607, his Marott Shoe team linked games—of 1017, 1025 and 1068 for a 3111, that was good for a triple. victory over the opposing Falls: City Hi-Brys. Carl Hardin's 630 and Joe Fulton's 620 featured for the losers. : Make Clean” Sweep With three members well over the 600 mark, the Packard quintet fired games of 983, 1107 and 1037 to reach its big total, and. win three games over Bowes Seal Fast, which also had three honor shooters in its lineup. John Blue paced the winners with 671, Leo Ahearn had 664 and Walt Heckman 644. Dan Abbott. with 632, Lou Daugherty. with 616 and Larry Fox with 603 were the Bowes’ leaders. Lieber Beer and J. W.- Bader Coffee were other three-game victors of - the session, Marmon-Her-rington and Hiller Office Supply being on "the losing ends. Phil Bisesi and Percy Henry starred for the Liebers with 648 and 604, while Pug Leppert’s 614 and Scotty Scotten’s 602 were best for the Baders. Barbasol,: with John PF. Fehr, posting a 602, its lone 600, nabbed two games from Coca Cola, which had Larson's 631 and Martin's 604 as its leading solo counts. The remaining team match was taken by Sterling Beer over L. S. Ayres & Co., Raymond Fox pacing the winners with 619. Brandt Bros. Shine

Behren's warmed up for his Beam appearance with a nifty 669 in the Construction League gathering at the Pritchett Alleys, three of his mates joined him with honor counts, the Brandt Bros. aggregation posted a 3035 total.

Games of 980, 981 and 1074 gave | ‘The Irish kicked off to start the the team its big series and a sweep-|third quarter ‘and the Manual

over Ready Mixed Concrete. Larry. Langbein’s 644, Carl Brandt's 622} and Les Brandt's 621 made it a perfect evening for the team. Three additional 600s were fired by Construction kegelers, Kirt Lieber and Bill Tarrant getting 654 and 636 in the Wm. P. Jungclaus’ shutout victory over Central Supply and G. Loechle a 601, as his Stewart-Careys took a two-time beating from Modern Insulators. In other team clashes, Utility Insulators and Railroad Men’s won three: timers from Architects and Vonnegut Hardware, as Spicklemier: Fuel took a pair from Johnson-Maas. Maizie Lathrop became the first feminine pastimer to pass the 609 mark -d the - current ‘season. She’ totaled -607 in.the Dr. Kernel Optical Ladies’ League at the Pritchett Alleys, through games of 180, 186 and 241, leading Falls City HiBru to a double victory and a 2625 total. No outstanding series emerged from the remainipg matches, in which Coca Cola, George Pandell Florists and Marott Shoes escaped defeat. Goodhue Sets Pace

Five Washington Leaguers posted 600 series during the loop’s session at the Illinois Alleys, Earl Goodhue pa¢ing the quintet with a 649. George Godwin had a 641, Joe Hughes 628, Frank Black 627 and Charlie Smith 603. H. E. Schmitt Insurance was the only quintet to register a shutout. In the Prest-O-Lite League at Pritchett’s, Clarence Baker tossed a trio of double centuries to reach a 643, that was easily good for the evening’s honors. The big series netted his A. R. D. team a three. time victory over Production. Ross Hewes topped rivals of the Grotto session at the Indiana with a 641, that led Guards to a threegame win over Fezzes. Revelers also nabbed a shutout, Imps being the victim. Fredenburg tossed the best series of the Insurance Associated . matches at Pritchett’s, leading his rivals with a 639. The four Big Four League pastimers that passed the 600 mark in the loop’s session at the Fountain Square entered the honor class for the first time this season. Francis McCarthy led the quartet with a 622, Joe White had a 614, Harold Stricklin a 608 and Ed Steinecker a 601. : General Superintendents, Electrical, Locomotive Tin Shop and

"| Broderick for a tally.

and wheni28.

Washington, Tech Drops “Tough One to

Indianapolis prep elevens were batting .666 ‘today, their performance against outside teams yesterday afternoon dimmed only by Technical’s heart-breaking 13-t0-12 defeat at the hands of the Anderson Indians on the Fast Side grid-

iron. ° On other fronts, Washington slaughtered Kirklin, 44 to 0; Shortridge shaded Crawfordsville, 7 to 6, and . Cathedral pounded out a 21-to-0 victory over Manual in an intra-city clash at Delavan Smith Field. ; Three games are scheduled today for local scholastic aggregations— Park School playing at Knightstown, Broad Ripple at Westfield, and Crispus Attucks at Dayton, O.

Alert Irish Snare Manual ‘Passes

Intercepted passes proved profitable for the Irish of Cathedral yesterday as they rolled over the Manual Redskins, 21 to 0, in an intracity high school: tilt at Delavan Smith Field. ; Bernie Broderick opened the game by kicking off .to Albert Ossman, who brought the ball up to. his own 39-yard stripe. On the foliowing play Bob Fitzgerald, of the Irish, intercepted a Manual pass on the Reds’ 45. This set the stage for a touchdown. Coach Dienhart’s boys launched a drive to the five-yard marker where Fitzgérald passed to Ed Priller’s drop kick was good for the extra

int. . P Cathedral again kicked off and a few plays later Smith of Manual fumbled and the Irish recovered on the 20. : Priller cut around right end and moved the oval to the five. Fitzgerald picked up four yards on a reverse and scored on the next play. Priller again drop kicked for the extra point.

No Scoring in Second

‘In the second quarter the Blue and Gold squad threatened when Dick Krackenfels, a lineman, intercepted a Manual pass on the Reds’ 28. A pass, Priller to Maybee, Prisha the pigskin up to the 10. As Fitzgerald : picked up five yards through the line the half ended.

eleven took to the air for their yardage but without success. Sal ‘Calderon, an Irish substitute, intercepted. a pass and his team retained the ball for the remainder of the quarter, with the score still standing: Cathedral, 14; Manual, 0. Manual started an aerial drive in the final session and moved all the way from its own 25 to Cathedral's 25 only to see another one of its passes intercepted. With the period almost over Larry Maybee, end, intercepted a Red pass at midfield and lateraled to Ed Priller who in turn dashed down the sidelines to register six more points. Priller also made-~the extra point. Jack Hutton ‘and Lamon Lewis, members of the Manual front wall, did some ouijisnding work. in retarding Irish

Dawson Stars in Shortridge Comeback Trailing until the third quarter, Coach Nipper’s Shortridge warriors staged a drive that finally sent Jack Dawson through center for a touchdown and Ed Brown, the toe artist, added the extra point that defeated Crawfordsville, 7 to 6. The tussle was played at Short--ridge field yesterday afternoon and was a thriller the full distance. The Athenians jumped out in front by scoring a touchdown in the opening period, but the extra tally was missed. : McCaughey reeled off a run of 31 yards to score for the visitors. The Athenians offered stiff resistance and at one time held for downs on the one-foot line. Shortridge kept fighting, however, and in the third quarter Dawson and Crockett ham-. mered together and the former registered after a sustained drive that brought the Blue five first downs in niné plays. The punting by McCaughey and Crockett was a feature of the close battle. Penalties for holding proved costly to the visitors, and at one time, in the final period, Thompson was called back after a dash over the Blue goal line. ~~ Both teams displayed excellent skill in running plays, passes and kic . Both also were of high caliber on the defense, =

Tech Drops Thriller to Anderson, 13-12" “For the want. of a nail a shoe was For the want of a shoe a horse was lost; . For the want. of a horse a rider was

lost; Ber And for the want of a rider a cause was lost.” oa $ -:3 ss 2» tre a In such fashion writes the bard. at Technical’s gridiron, the proverbial “nail” became a drop kicker or an individual ‘who could effectively make points after ‘a

IAAT

EAR REUNIO

Shortridge

‘and Cathedral Triumph

Anderson by 13-12 Score;

Three Games Scheduled Today.

touchdown, and for the want of such an item, Tech’s “cause” was lost. A marauding bind of Indians from Anderson High School, rated the underdog at game-time because of their mediocre season’s record of two games won and three lost, rose to glorious heights, smashed back

Green eleven, and walked off the field with a 13-to-<12 victory.

Weaver Is Sparkplug

Harlan Weaver, slashing swivelhipped halfback, fired the Tech eleven with a frenzied scoring ambition late in the final chukker but despite two magnificent drives for touchdowns his work was futile. Technical was unable to score the point after each touchdown that would have meant victory. Wea ver scored a few seconds after the opening of the fourth period when he: plunged over from the 3-yard line to end successfully the first heroic sustained drive the Tech team had made toward the Anderson: goal. - On the try for the extra point Weaver completed a pass to Linne, right end, but the receiver stepped cutside of the end zone to make the catch and it was not allowed. Tech Drives 90 Yards The husky, over-worked Weaver, running like a tropical typhoon on a

Tech team in a 90-yard sustained drive for another touchdown. He fumbled the pigskin on the play for the extra point, however. . ‘Anderson scored : both its touchdowns in the second quarter. After a pass had been ruled complete on Tech’s 22-yard line, when a Tech player interfered with the receiver Higginbotham, quarterback, passed to Goss for the marker, and then kicked the extra point. Yates; Indian right: halfback, intercepted a Tech pass at midfield to pave the way for the other marker. Higginbotham passed 40 yards to Davis or the touchdown. His kick was wide.

Carter Scores Four Times for Washington

Times Special KIRKLIN, Ind. Oct. 31.—Wash-

ington’s sensational left halfback, Marion (Red) Carter, ran wild against an underdog- Kirklin eleven

here yesterday afternoon to score four touchdowns and lead the Continentals of Indianapolis to .a smashing 44-to-0 victory. It was the fifth triumph of the season for the unbeaten team of Coach Henry Bogue and was another impressive indication of the tremendous offensive power of the Indianapolis eleven. Carter scored in the first period after Robert Kersey had blocked a punt on the fifteen-yard line. He added another in the second quarter; made one in the third chukker, and crossed the Kirklin goal line for the fourth time with only three minutes of play remaining in the final period. Turk, Brandenburg and Pottenger chalked up the other three touchdowns: for the Continentals. The Bogue-coached eleven held a 26-t0-0 lead at the half, . - .

the challenge of Doc Ball's Big|

holiday, came right back to lead the |

Parmelee Has Arm Mended

By United Press fo TOLEDO, Oct. 31.—In an effort to regain the effectiveness that was his during the early years of his major league career, Leroy (Bud) Parmelee, pictured above, recently traded by the St. Louis Cardinals to the Chicago Cubs, underwent an operation on his pitching arm here late : |

near the shoulder two years ago. The muscle fibers were torn and then knitted improperly. Dr. William Neil, who performed the operation, said he | believed Parmelee’s arm would be normal by spring. :

Detroit Rallies in Last Quarter

By United Press 1 DETROIT, Oct. 31.—In one of the most exciting games witnessed on Detroit gridirons this season, University of Detroit staged a fourthquarter rally last night to defeat the powerful Duquesne eleven, 14 to 7. Duquesne’s George Critchfield, right tackle, scored the first touchdown in the third quarter, giving the Eastern team a T7-to-0 lead. Boyd Brumbaugh converted for the extra point. ey Detroit tied the score in the early | stages of the fourth period on a from Edward Palumbo, Cleveland Heights (0. sophomore, to Andy Farkas, Titan right half. John Shada, guard, converted. The Titans opened a similar passing ,attack with only three minutes of play left, and Palumbo again passed to Farkas who sprinted over the ‘goal line. Shada kicked the extra point, giving Detroit the vic-

tory. BAG FINE TROPHY

H. A. Connor of the Indiana Condensed Milk Co..and W. H. Gunderburg of the Continental Can Co, returned from a two week’s hunting trip in Ontario, Canada, yesterday with a prize buck deer shot last Friday. The two men lived at Sullivan’s Camp, Emo, Ontario, during the expedition. :

GRID. PLAYER, ON MEND By United Press: ra BOSTON, Oct. 31.—Woodrow (Woody) Wilson, Army football player ill with pneumonia since the Harvard-Army game Oct. 17, was reported “making steady im-

provement” today at Massachusetts General Hospital. :

a -

"PRICES ARE LOWER —BECAUSE OF ADVERTISING

—_—

Palestine Soccer Coach ‘Charges Rough Tactics |

Parmelee was struck on the arm.

By United Press NEW YORK, Oct. 31.— Egon Pollak, coach of the Maccabee soc=

‘cer team of Palestine, charged toe

day that his team’s first defeat in 30 starts, which occurred at St. Louis on Wednesday night, was due to “unnecessarily rough play by-the St. Louis All-Stars.” - : “It was really criminal the way they roughed up our men and put them out of commission,” Pollak said. “It was the roughest game I ever saw and it was very poor soccer. Altogether, they put fiive of our men on the sidelines because of unnecessary roughness. Worst off is Gaul Machlin,-our star, who was kicked on the knee when the ball was not even in play.” The Palestine team stopped oft here en route to Boston, where it plays tomorrow.

14 Former Brewers Serve as Managers By United Press

MILWAUKEE, Oct. 31.—Fourteen former members of the Milwaukee

Brewers piloted teams in the ‘minors

during 1936, three of them guiding their clubs to league leaderships. They were scattered all the way from Class AA loops to those of the lowest classification. Ray Schalk led the Buffalo Inter national League Club to a chame pionship, as did Ernie Wingard with Troy in the . Alabama-Florida League. Alex Gaston piloted Dallas to the top of the heap in the Texas League, but lost out in the play-off. Other former Brewers who mane aged clubs the past season, are: Bill Skiff, Binghamton, NYP ' League; Guy Sturdy, Baltimore Internatione als; Frank Shellenback, San Diego, Pacific Coast; Larry Gilbert, New Orleans, Southern; Lance Riche bourg, Nashville, Southern; Nick Allen, Akron, Middle Atlantic; Benny Bengough, Joplin, Western Association; John Mostil, Eau Claire, Northern; Ivy Griffin, Cordele, Georgia - Florida; Pip Koehler, Portsmouth, Piedmont, and Richard (Red) Smith, Fieldale, Bi-State.

CLASS D BASEBALL Times Special : BISBEE, Ariz, Oct. 31.—El Paso, Tucson, Phoenix and Bisbee par= ticipated in the reorganization of the Arizona-Texas Class D base ball league here yesterday and vire tual assurance was given that the loop would open next spring. —————————— ep ———

WANT NET GAMES The English-av Boys Club baskets ball team is again in the local amas teur field this season and would like to schedule games with other city and state quintets. For games call / Drexel 4986.

enTiReLy NEW HEARING POSSIBILITIES You'll be amazed! You can't fail to realize the difference because the free

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ROBINSON OPTICAL CO. 32 on the Circle RI ley 9610

Advertised Over Radio—KDEKA

_ The appearance of this Information Message in these columns is evidence that this publication sub- ~ scribes to the principles

| Bureau, and co-operates with the Bureau, in protecting you—even to the extent of refusing to accept the advertising of firms whose advertising and sales policies are proved by the Bureau to be. contrary .to the public interest. : Bf

rr ——

i

NT ow in Ne

——— ES — i

of the Better Business

Take as an example,

a store. Every day there are certain fixed costs in that department no matter how many shoes are sold. There is rent, light, heat and the expense of a certain number of clerks. If only 100 people come in to buy shoes, the selling or distribution cost for each pair of shoes is 1/100 of the “overhead” expense for that day. Natural-

ly this must be reflected

But, suppose the retailer uses effective advertising and, as a result, 200 people come in to buy shoes. The cost of the shoes sold is greatly reduced—much more than the cost of adver-

tising.

That's one reason retail merchants can afford to offer lower prices on their advertised they can when they do not adver-

specials than tise. :

w

a shoe department in

in the retail price.

* That the public has found this theory works -- out in practice is evident from the response to retail advertising. The public’ will continue to respond so long as it finds advertising is in the public interest. And tricky, deceptive, or fraudulent advertising is definitely opposed to public interest and to good business, It should be reported to the Beiter Business Bureau,