Richmond Palladium (Daily), Volume 40, Number 165, 24 June 1915 — Page 2

PAGE TWO.

THE RICHMOND PALLADIUM AND SUN-TELEGRAM THURSDAY, "JUNE 24, 1915

HOW FRANK UIGBINS MADE LOS ANGELES THE WEST'S BIG CITY

Former Richmond Boy Puts . Western City on Map by Clever-Advertising of Advantages. .

Barnum of City Boosting ; Used s Every ; Publicity Stunt to Draw People to California City.

Peter Clark McFarlane, in an article in this week's issue of Collier's Weekly, pays high tribute to Frank Wiggins, formerly of Richmond, who went to Los Angeles in 188S, and by his clever advertisements and publicity work made that city one of the most flourishing in the United States. McFarlane comments: In 1888 and 1890 this thing was done again, but at this point enters Frank Wiggins on a shutter one of those sickly slats of men mentioned a moment ago a Quaker by conviction, Indianian by birth, and Californian by extraction. He was of fence-rail proportions, with arms as long as his legs, and mustache, not as long as his arms, but long enough, say, to sugest a pair of jack-rabbit ears turned upside down under his nose. By all actuaries' statistics and physicians' diagnoses, Frank Wiggins should have been buried exactly twenty-five years ago, but he came to this resurrectionary country instead. When he could sit up and look out of the window, he used to notice a peculiar looking post to which men hitched their horses. When he could walk out and inspect the post he discovered that it was a vegetable, a mangelwurzel beet. His Hoosier astonishment was great. When he saw a field of pumpkins as yellow as butter from the spring house and as big as bales of hay, his long mustache trembled and his black eyes sparkled with enthusiasm. He was forever taking pictures of these wonders of the soli and sending them with long, windy letters to his Indiana friends and urging them to come out and live in a land where God really cared. Wiggins on the Job. Now this Frank Wiggins is near to being the greatest builder of cities since Peter the Great. Men are accustomed to say facetiously but with much truth: "God did some things for this city, but Frank Wiggins did the rest." The chamber got Wiggins by accident, not perceiving that he was more than an ordinary bag of wind. "Your chamber ought to have a permanent exhibit here of the products of the country to show to visitors," the lanky reubenesque Wiggins remarked one day with Hoosierly assurance to the secretary. "Yes," said Vice President Lindley, and the chamber, carried away by the bree2y personality of Wiggins as most everybody else Is: "We do need it. Make one! You are on the pay roll. Your title is superintendent of exhibits." In the morning there were no ex-

BRESNAHAN USES "HONOR SYSTEM"

The massive Roger Bresnahan, man

ager of the Cubs has at last given to

the world the secret of his success. He has a system, as all managers

have but Roger's system sounds more

like that practiced in a state penitentiarv or a college, than of the baseball field.

Hark to the words of the wise Rog

er: "I handle my men on the honor

system. I don't make a watch dog out

of myself to see that the fellows are In their rooms at a certain hour each night. They know and understand that they must be in perfect shape to play baseball and earn their money, and they realize that they must keep training rules to be in shape. Therefore, I rely on their Intelligence and their sense of duty to their employers. "What the men do off the field is none of my business just so long as what they do does not impair their work on the field. But what they do in the diamond is decidedly my business." All this sounds etremely good, but its hard to conceive of twenty one ball players adhering to the honor system. Anyway Roger and his bunch of "honor" boys will bear watching as an interesting experiment.

hibiti. At night the hall was half full.

Wiggins had corralled a local citrus fair in the moment of its dissolution. That was the beginning. The end Is not yet. It was Wiggins who brought

to. perfection the art of : preserving

peaches, cherries and all other fruits

in clear liquid so that the natural color, even to the most delicate shades, is retained for years.

The Barnum of City Boosting. . Besides, the products of the country

lent themselves admirably to display.

Before Wiggins day, oranges, lemons

and other fruits had been displayed as pagodas, temples, pyramids, and such like inartistic but singularly effective forms. Wiggins became the Stanford

White of this sort of architecture.

With the Rlalto bridge of Venice done in oranges, or Barnum's Jumbo in English Walnuts, Wigins would handcuff

the eye of the sight-seer while the

gazer's name got down in the visitors'

register, and his pockets were filled

with literature marvelously printed and glowingly written, yet seasoned

with the salt of a certain reserve, for

these advertisers had soon learned the great lesson of the game that over

statement kills. ' It was in 1891, at a thing called the

orange carnival, in Chicago, that Wiggins first broke upon the east. One quarter of a million people passed through the armory doors while this exhibition was in progress, and $1,000,000 of land sales directly traceable to this one piece of advertising were consummated within a twelvemonth.

Takes No Rest. Thereafter, for fifteen years, Wig

gins sung, storied and architecturalized the glories of his "comeback" land at every world's exposition held anywhere in this country and some of those abroad.- For a period of ten years no important state fair in all the middle west was without one of

his miracle expressing exhibits. For

the past seven years there has been a permanent exhibit at Atlantic CUy", throught the doors of which in every years 1,000,000 people pass. In one single mail as many as 400 inquiries have come to the chamber as a resujt provoked by this seaside exhibit alone.

During all these years Wiggins has

been the indefatigable Barnum of the enterprise. His long legs and arms,

his rapidly fluttering tongue, never

tired.

To illustrate the pertinacity of Wig

gins, they tell a story that looks like a joke on the rest of the state. In the early days of these publicity campaigns the state had appropriated some money for an exhibit on wheels.

It was attractively displayed in a

baggage car, and for two years in the middle states billed from town to town like a circus, until more than a million people had passed through Its doors. Now, while this started to be an exhibit of the whole state and was paid

for by the whole state, it became after a time' much more" particularly an ex

hibit of the products of the soil in and around the "City that Advertising

Built." The reason was that exhibits

of fresh fruits, vegetables and growing things generally have to be continually renewed. The rest of the state got tired of renewing. Frank Wiggins never did. Every week of those two years a baggage car rolled out of his district 'carrying the most luscious oranges, the largest melons or plums, or whatever was In season that he could coax or browbeat or. cajole out of the hands of producers. But the first three years of this lone advertising campaign produced no appreciable results: The streams of tourists and investors seemed to have dried up. The country lay. Inert and all but dead under the sun; yet- all the while, with determined, unlagging faith, the empire builders went on, still boring for water, still stirring the soil, still nosing amid outcropptngs of canons, still experimenting with production of every sort, convinced that the tide of immigration would come again and never cease to . rise. And yet they kept on advertising another principle of successful selling by publicity intelligent persistence. With 1892 the signs of the influx appeared, and the figures quoted at the beginning of this article show how It has increased till now.

NEW BONDS HERE NEW PARIS. Ohio, June 24. The $55,000 issue of bonds for the hew centralized school building were received Tuesday for the signature of the president and clerk of the Board , of Education and were forwarded to Toledo, where the principal, premium and interest is payable.

SELLING EDUCATION.

BRAZIL, Ind., June 24. This city, by selling education, will soon have earned enough money to build a new high school building without a cent of cost to taxpayers. Superintendent Keller announces that the income form many students who had been transferred to the Brazil schools from other townships now amounts to more than 7,344.

Society

The Aid society of the First Baptist church, met yesterday - afternoon at the home of. Mrs. Addison Parker on Sooth Fifteenth street. A special meeting will be held In July. ' Mr; William W. Van West and Miss lone B. Thornburg both of Hagerstown. Ind., were united in marriage' in the presence of a few special friends by the Rev. L. H.v Bunyan. The ring service was used. One of the loveliest weddings of June took place yesterday at 1 o'clock on beautiful, south, lawn of Elmburst, near Connersville. The bride was Mrs. Helen Claney, who has been making her home recently with her sister, Miss Cressler, one of the principals ot the school. The bridegroom was Mr. Jaaes Riley Macon of Orange, Va. The ceremony was performed by the Rev. Owen Odell of the Second Presbyterian church of Indianapolis, and the Episcopal ring service was used. The bride is the daughter of the late Charles Cressler of Chambersburg, Pa., and the bridgegroom is the son of Mr. R. Conway Macon of Orange, Va., and a great-grandnephew of President James Madison. Mr. and Mrs. Macon will reside in Orange. Mrs. Fred S. Bates and daughters Misses Mary and Elizabeth Bates of this city motored over for the -wedding. Mr. and Mrs. Ferriday and Master Robert and Emmita Ferriday of Indianapolis, former residents of this city, also were guests. The Home Economics club of Dis

trict Number 6 met yesterday after

noon at the home of Mrs. Agnes Miles.

Roll call was responded to by twenty-

one members with scripture quotations. An interesting program consist-

Union Air Dome

Hoey musical comedy company presents "I Should Worry," beginning tonight.

"STAR The Pocket-Ptece of Geniality'

llfl 1111 f L .. A 111 M lllL, I II 1

men ? ? iiu vuew re xucu it uu uvj

ACTION, ACTION, ACTION is the demand of the "movie public" and the problem of the "movie maker." When snapping a big battle ; staging a coronation or picturing the "wild west" these action-makers relieve the "tension" with a good chew of STAR.

Here's what you get when you take the STAR these seasoned chewers :

'tipV from

A thick plugf, which means that you get more of the mellow chewing leaf and that a STAR plug won't dry out like a thin plug.

A plug that never varies in quality and one that weighs 16

full ounces all the time.

CHEWING TOBACCO

LEADING BRAND OF THE WORLD

16 oz. jl. Plugs ySSi J

A3? Mr M I

PalladiMinni Warat

Ads

Pay

lug of talks on canning and Jelly making were given by the members. The next meeting will be held at the home of Mrs. C. E. Kenworthy, July 7. MrT and Mrs. Wlllard Z. Carr of Richmond, Indiana.' are chaperoning the following young women who are to be members ot the Carr-Tbomas wedding party and who are staying at the Manor House. Country club until after the wedding: Misses Elizabeth McMillan of New York; Emily Clapp of Boston, Virginia Flar of St Louis. Georgia Owsley of Chicago. These young women, Mr. and Mrs. Willard Carr, Miss Martha Kelly and her guest Miss Elizabeth ftawlings of Boston, and Miss Lucre tia Thomas will be dinner guests of Mr. Burton at the Country club this evening. Springfield Sun. Mrs. Rudolph G. Leeds is also a guest : at the Manor -House and has assisted In entertaining the guests. Mr. and Mrs. Maibach and daughter leave Friday for Trinidad, Colorado, where they will, make their future home. Their many friends regret to see them leave. . ' Miss Wain Bouslog, daughter of Mr. and Mrs. . L. Bouslog, of near Mt. Summit and Mr. Claude A. Hoover of Richmond, Indiana, were married this morn,ing at the United Brethren parsonage by the Rev. A. B. Arford. Mr. and Mrs. Edgar Menk of Richmond, were present at the wedding. Mr. Hoover is connected with the First National bank of Richmond. They will reside on North Eighth street, Richmond. New Castle Courier.

The Atlas moth, a species found in China, has wings which measure almost 12 inches across when fully spread.

Hon to Instantly

Tint Your Hair

m.

"Brownatoae Affords the Surest, and Practically the ONLY ABSOLUTELY SATE Method for Tinting (or Staining) the Hair or Mustache to Any Shade of Brown (or Black) . There Is a new preparation on the market that is so entirely harmless and so easy to use that there is really

no excuse ior any woman (or man) to longer tolerate gray or streaked balr. "Brownatone" meets and overcomes every objection heretofore found to "hair dyes" and "restorers. " and Is 6o pleas-

In its uniformly, splendid results that it has with

in a few months

made thou

sands or mends

who could not now be Induced to use anything else.

'Brownatone"

Is Instantaneous In results. One ap

plication Is all that Is necessary to set the

desired shade. Then a few moments once every month Or

so will keep the hair a uniform color. If your temples are beginning to show gray, use. "Brownatone. If your hair is faded or streaked, use 'TBrownatone." If the ends are of a lighter shade than the balance, use "Brownatone." If your switch doesn't exactly match your hair, comb it with "Brownatone." "Brownatone" positively can not be detected, will not rub off or wash off, and is harmless, and permanent in very way. Prepared in two shades one for frolden or medium brown the other or dark brown or black. Also in two Sizes, 25c and tl.OO. A sample bottle and an Interesting booklet will be sent upon receipt of ten cents, or we will fill your orders direct if your druggist insists upon substituting. No samples at dealers. Insist on "Brownatone" at your hairdrcssc n's Made only by The Kenton Pharmacal Co 460 Pike St., Covington. Ky. Sold and guaranteed in Richmond by Thistlethwaite Drug Stores, Conkey Drug Co., 9th and Main Sts., and other leading dealers.

SI

mmK I -J -: L I

MS CP

PKV on

EXTINGUISH BLAZE

Chas. E. Werklng Architect and Building

Superintendent.

Room 2.

Palladium Bldg.

BIGGEST DANCE OF THE SEASON Given by Big 4 Club, Vaughn Hall, 703714 Main St. FRIDAY EVENING. Music by Dixon Saxophone Trio. ADMISSION 25C.

Fira startlna from tha nnarator of

a gasoline stove in the borne of Mrs. Bricker, 41 South Fifth street, occasioned a run bv tha dnartmnt lata

yesterday afternoon. Damage to the

wan or ine ntcnen was sugnc a roof fira at state and Boyer streets was extinguished without damage.

AMUSEMENTS

Some&fiiing New Under the Sun

"TIE

A new'serial with a new idea. A new attraction with new novelties. A new sensation with new thrills. IMAGINE, A beautiful young girt, Brought up in the belief That she was to save mankind. Brought up in an artificial paradise. Then suddenly dropped into the heart of New York. Imagine the opportunities . For originality and artistry, For tragedy and pathos, And it is all there. THE BEAUTY, THE POWER, THE CLIMAX AND THE PUNCH. For the GODDESS has arrived in New York. She has fallen into the hands Of one of the worst characters In a big city. YOU Big and little. Rich and poor, Will be fascinated With the adventures

Of this wonderful creation of wonder

ful brains, In the greatest metropolis in the world. See "THE GODDESS"

'AMUSEMENTS.

At the

PALACE

Sunday

Featuring Anita Stewart and Earl Williams Vitagraph

THE SKY DOME Main Street, Near 11th St. TONIGHT Shubert Feature Featuring Tom Tarriss In "The Mystery ot Edwin Brood" EXTRA MUSIC Weisbrod Saxophone Orchestra ADMISSION 5 CENTS

. THE UNION

SOUTH 10th T OFF MAIN Tonight Friday and Saturday " SAM MYLIE Present The Hoey Musical Comedy Company A New Company In "I SHOULD WOW" 12 People Mostly Girls with Sam Myli In the cast. Lots of 8inging, Dancing and Good Clean Comedy. We Change Every . Monday and Thursday. .

I V D I THEATRE Main and 9th TONIGHT 2-Reel Feature Drama "ONE MAN'S EVIU" One Reel "On His Wedding Day."

1

CLEAN

SPLENDID

COMEDY AND. DRAMA.

TonigM

DANIEL FROHMAN Presents the Celebrated International StarGaby Deslys Supported by Harry Pilcer In an Original Story of

the Theatre

"Her Triumph

In Motion Pictures Produced by the Famous Players' Film Co. Adolph Zukor, Pres. Coming Friday and Saturday "The Hdler' 5c ADM 10c

o ft mm

Way & awe

op n0 sgoo

"Our Way" is certainly YOUR WAY If we can do as we say To know us better, to know our methods, our merchandise and our greater values, come and see the Suits we sell at $10 & $15 and ask any man who has ever bought a suit here.

(D)ir

These two tests will quickly dispel any doubt as to our ability to give you MUCH more for your clothes money than any other store in Richmond.

PALM BEACH SUITS. Why pay $8.50 to $10.00 for the same Palm Beach Suit we sell at

$5.00

STRAW HATS Better Values Bigger varieties $1.00 and $2.00. Panamas $5.00

i

A RCADip PHOTO-PLAYS U 1

Tonight

CQnaiirflcs CDiaipIlnim is at last here again in the big. gest, best and funniest picture ever produced anywhere, any time. "Worlc"

You're the loser if you miss ItIt's a 2-reel Essanay and it Is absolutely so funny that we are going to give you a chance to - see it two days. And our regular program Is Included. Charles Chapin Statuettes at Box office. 25c.

MURRETTE TONIGHT 2-Reel Majestic Drama "THE BURNED HAND." Komic "Unwinding It."

LYNN, FOUNTAIN CITY, and RICHMOND AUTO LINE Headquarters Knollenberg's Annex. Owned and Operated by J. H. Denison Two Regular Trips Are Made Dally Between the Above Points. Leave Richmond at 10:30 aad 4:30 p. m. Leave Fountain City at 11:30 and 5:00 p. Q. Arrive Lynn at 12 noon and 6:00 p. m. Leave Lynn at 7 a. m. and 1 p. m. Leave Fountain City at 7:30 a. m. cad 1:30 p. m. Arrive Richmond at 8:30 a. m. and 2:30 p. m. "