The Richmond Virginian. (Richmond, Va.) 1910-1920, 1913-05-04

notable entry IN what prom iSeS
to be one Of the greatest motoring
contests ever held is that of an Alec
car with l45,00o-mile record in
the Chicago to Boston nonstop re-
liability run, June 25th-29th. The
car is entered by it's owner. Harry
Vissering, head OF large railway
supply house in Chicago.
Although Mr.. vSsering has driven
his car on an average of $4,000 miles
year for the past six years. he is
confident OF pulling through with
clean score, and thereby qualifying
for some Of the prizes. He declares
that the motor is running as we'll as
ever and that every part of the
mechan ism is fit for the strenuous
ordeal of four days and four nights
continuous running. Mr.. Vissering
himself will drive the car the night
controls.
This contest will be. held under
auspices Of the Chicago Automobile
State Automobile association. OF Bos-
ton, and the Motor Dealers Contest
association. Of New York. Fifteen
minute stops are provided for at
South Bend, Toledo, Erie, Rochester,
Albany and New York city, with other
controls along tho route, for the pur-
pose of changing crews and replen-
l9nlE6 Win Iuei anu wafer.
According to the schedule mapped
out. the run from Chicago to Boston,
l.275 miles, will be covered in sixty
eight hours Of actual running time
80 that the cars will be forced to
maintain an average Of more than
eighteen miles an hour on the road
Correct Advertising Methods.
Articles have been written, sales ar
of the most concrete examples OF the
valuation OF localized newspaper ad-
advertising. along the same line that
ment issued by the Cole Motor Car
company, of indianapolis, In their
monthly house organ, the Cole Bull
letin, which states that o 107 per cent
increase in Cole business has resulted
thus far this year in comparison to
the same period last year.
+ Stating that the Cole policy of
handling the moving OF factory pro-
duction by the consolidation of the
sales and advertising department I'M
der one head. with an advertising ex-
pert at tts head. q former newspaper
man. Homer Mckee, the Cole Bulletin
says the methods employed have been
economical as well as successful.
The Cole Motor Car company dur
ing the present fiscal year has spent
I-luG-tcukH0 IA kuCtk 4Auu&x 0QVGEti0-
ing appropriation in newspaper adver-
Using. They believe in localixinE their
advertising. along the same limo that
q city editor would handle q story
that came from, . distant city. but
with local end to 1t. This, the Cole
ofIlcials say, has had the greatest effect
In stimulating interest locally In Cole.
The company also makes strong
point Of the low expense Of news
paper Advertising and OF the actual
resultx The statement II made that
on advertising where coupon for
a Cole blue book has been appended
to an advertisement that the answers
came not only from people who were
directly interested, but from prospec-
| tors who laid the Blue Book away
| for future reference.
sIn many cases" Mr.. Mckee says,
EVE have bean able to till soil with
these prospects. BY tilling the soil
mean applying intensified salesman
ship and getting tho prospect To- see
the business side q possessing mo-
| tor car
Al : result Of the success that the
iCois peeple have hAd - THAR local
49, a - - -. t..~.