The Washington herald., 1916-06-17
Motor Gossip
BY "sI- GROGAN.

4ooes-J T Otsy. n6 Sixth street southeast. Ap
person. 1915
sGsG-Louis obsrly. 81, Nichol, .reuu.. Over
.O5 sc W. Harris. lrl street northwest.
Hudson 1915.
Doss-The Texas Company, postOrics bon 1885,
$50 Nathan W Psrris. 38 Eighth street south
east, Ford 1916
4csl-NIauric- Fitzgerald, jr.. as Four-and Half
street southwest. Ford. 1916
P572-so7his Fetternan, 7G str--t northeast
Auburn, 1915
Io-73-Blanche V. Burgess. l5o5 street southeast,
Overland. 1910
4U=i-U'nion Transfer Company. 1883 D street
northwest Commercial.
iasT5-Commercial Photo Company. Iio5 h street
northwest bort, 1916,
in576-R B. Null. 2s ChsmpaIn street, Ford.
1875
437-Dr. L. L. Houston. 1884 o street north
west. Ford. 1915.
aoTs-Georre A Dvurherty. Catholic University,
407s-E J. wissman 1919 Third street northwest,
Buick 800
iO,s5-H H. Dodek. 90 Seventh stree. northwest,
Oakland 1918
4C5Sl-W. A. Roger, IL thirteenth street Cher-
aGes2-s, Dan. unooln. First and NJ streets north
east. Oldsmobile. 1878.
N5s3-FTank D. Butler. gi H street northwest,
Ford 1914
snssi-Carl S. Goetzins-r ss oti, place. Marion.
1872
NsS-Henry Kern. Il3 D street northeast, Ford.
g1ss5-w. V. Reed. m jefferson street. Ford,
1913
4G3s-Burr Bros, Brookland. D. G. Jsfery. Isl6.
In3ss-Burr Bros. Brookland. D. c. Jefery, 1916.
4O3a-C. c. Roller Fort Myer, Va. Ford, ls-2
pno-M. Frank Rupert, lnl Seventh street
northwest, Ford.
B. F. Zimmerman leaves the first Of the
week for a two weeks vacation. Ac-
a- N1n,a inc
on a motoring trip through the White
Mountains.
Bradley Gish's feat Of breaking the New
York Wa ashington record in a Haynes
Six touring car covering the 1882 miles
in seven hours and twenty-six minutes,
Is causing more than passing comment.
There are those who had thought that
eight hours would be the best possible
time that the distance could be covered.
Some of the national advertising an
nouncements of the Cadillac Company
will bear the significant legend, Copy
right, 1876
This is a development so unusual that
the explanation Of X. P. Drysdale. ad-
vertising manager of the Cadillac Com
who study advertising-which means a
very considerable portion of the male
population of America.
THE Cadillac Company" says Mr..
Drysdale. has consistently endeavored
to make its advertising as individual as
Its manufactured product.
ITO that end, we have not hesitated
TO ignore advertising precedent, to depart
from the conventional when conditions
seemed to demand such departure, and
to establish our own standards Of adver-
HsiOp interest and exDressioD
Some of these announcements have
attracted extraordinary attention. Sew
eral of them seem to have been endowed
with eternal youth. and have apparently
become a permanent part of the busi-
ness literature OF America.
Thus, the company issued nearly two
years ago an announcement entitled
The Penalty of leadership It's theme
was the reward and the punishment
which comes to the man or the manufac-
turer whose work attracts worldwide
attention and is accepted as a standard
That advertisement. or business es-
say, or whatever 1t might be called, is
still circulating round and round the
| world. 1t has been read iE high schools
discussed in advertising conventions.
framed and hung on the walls of hun
dreds of business institutions-and its
theme and very phraseology borrowed
by scores of admiring advertisers.
The same thing happened in the case
OF another announcement called The
Tribute to Initiative
Meanwhile the advertisements which
interviewed between these two pieces OF
copy were serving as models for doz-
ems of other advertisers-Cadillac phra Sc.
| ology bobbing up serenely In every direc-
ton, wearing other suits of clothes.
Instances have come to our notice
where Cadillac advertisements have beer
appropriated bodily, with the excep-
ton of merely substituting the name OF
some other article. In other instances
whole paragraphs appropriate only to
the Cadillac have been 'cribbed and ap-
plied-most inappropriately-to, other
cars.
"Latterly, the adaptations have come
too swiftly to be comforts ble-the- Dor.
rowing beginning the moment a Cadil-
lac announcement appears in one publi-
cation, and before 1t has gone the rounds
Of the rest
80, however reluctantly, we were COM
pelled to call on such aid as Uncle Sam
can render. Phrases which bear the
Cadillac earmark, ideas peculiarly appli.
cable to the Cadillac, and perhaps nc
other car. will doubtless continue to
make their appearance on all sides.
But at least we hope to protect and
preserve the identity Of the announce
rnepts vUhnle af Lon cf ,,pfi thav