davidaulloa/AmericanStories huggingface dataset:
The Hood River glacier. (Hood River, Or.) 1889-1933, 1917-02-22
Northwestern Fruit Exchange
No. IS
"SkOOkum' in 1913
TO FRUIT GROWERS:

Looking back over our experience in
the SkOOKUM deal of the past four
years, have often congratulated my
self that we did not place the adver-
tising in the hands of one of the big
old-line eastern agencies. am not
saying that they are not competent
and admirable in many ways, but they
simply didn't "sabe" the fruit deal.
They have a way of working out set
program just like fireworks to be
touched off at certain date and run
through regardless. The effect of pub
licity on the actual selling makes the
closest possible cooperation necessary
between the selling and the adverstis-
ing. 1t is just like battlefront; when
you win one fort put in sufficient
guard to hold it and throw your troops
into another section that needs concen-
trated action. 1t happened that there
was organized in New York, just about
the time we started our SkOOKUM
campaign, an advertising agency built
especially to handle fresh fruit public
ity. 1t was composed of a group of
high-class men, several of whom had
the rare combination of years of exper-
ience in the fruit game as well as wide
experience in advertising and publicity.
We attribute in no small degree the
success of the SKOOKUM campaign
to our selection of the agency to handle
the advertising. Furthermore, ] am
utterly convinced that the advertising
campaign must be hooked up with a
first class, experienced marketing or
ganization; that the selling and the
advertising functions are so intimately
blended that each is necessary to the
other. And experience comes slowly
and only through the years. There is
no safe short cut. With fund of not
to exceed 1882. 10 at our disposal, we
decided the first year to tackle first the
education of the trade. The cmapaign
was so ordered. However, some con-
sumer advertising was done also, but
the main campaign was directed to the
trade. The result was immediate and
almost startling. The EXCHANGE
sold the entire output of 37,721 boxes,
to one firm-J. H. KILLOUGH & co.
at a firm price, t. 0. b. shipping
points, and the deal was made before
the fruit was ready to ship, some time,
in fact, before much of it was ready to
pick. This firm. H. KILLOUGH &
Co.'s one of the oldest, strongest and
most respectable houses in the New
York trade. They had always been
heavy operators in barrelled apples,
but had never handled boxed apples.
The sale was made at the following
pricaa n chinpinu pnintS
The Hood River glacier. (Hood River, Or.) 1889-1933, 1917-02-22

The sale was made we'll in advance
of the actual time of shipment, and, in
fact, before good deal of the fruit
had been harvested. AS fast as the
fruit could be picked and packed, it
was shipped to the buyers under in
voice and draft, under full refrigera-
tion. Meanwhile, the EXCHANGE
arranged with the local associations to
rush the movement of this fruit from
tree to car, permitting no delay any
where along the line, and while it was
not possible to do this as well as we
think it ought to have been done, the
result was much better than usual.
In my next talk, | am going to tell
you just how the advertising was done,
and how the buyers came out on their
deal.
Faithfully yours,
W. F. GWIN,
Vice President and General Manager,
Northwestern Fruit Exchange,
The Hood River glacier. (Hood River, Or.) 1889-1933, 1917-02-22
Cut This Out 1t Is Worth Money

Don't miss this. Cut ont this slip and
enclose with &c and mail it 10 Foley &
Co., 1886 Sheffield Ave-, Chicago, Ill.
writing your name and address clearly.
You'll receive in return trial package
containing Foley's Honey and Tar Com
pound for bronchial coughs, colds and
Group; Foley Kidney Pills for pain in
sides and back, rheumatism, backache,
kidney and bladder; and Foley Carthar-
tic Tablets wholesome and thoroughly
cleansing cathartic, especially comfort
ing to stout persons. Sold everywhere
The Hood River glacier. (Hood River, Or.) 1889-1933, 1917-02-22

These premiums, mind you, are NET,
after all costs of advertising are de-
Quoted and this result was accomplished
in the very first season, demonstrating
the principle that where advertising is
SKILLFULLY conducted, the cost is
not an EXPENSE but profitable IN
VESTMENT.
However, the EXCHANGES success
in its first advertising campaign, was
not permitted to turn our heads. We
have always kept in mind the fact that
ADVERTISING is LIKE DYNA-
MITE: A POWERFUL FORCE FOR
GOOD WHEN HANDLED WITH
CAUTION, EXPERIENCE AND
SKILL, BUT ALSO A TREMEN-
DOUS ENGINE OF DESTRUCTION
WHEN USED INCAUTIOUSLY OR
BLUNDERINGLY. Business concerns
have time without number been wreck
ed by embarking on large advertising
campaigns injudiciously, and without
first preparing and perfecting the
MARKETING MACHINERY for the
sale and wide distribution of the prod
uct. 1t is impossible to overemphasize
the vital Importance of thorough or
ganization and thorough preparation
by those who propose to employ adver-
tising dynamite. 1t is no job for the
amateur.
In my next talk, | shall tell you of
the 1914 campaign, which was designed
primarily to reach the CONSUMER.
Faithfully yours,
W. F. GWlN.
Vice President and General Manager,
Northwestern Fruit Exchange.
The Hood River glacier. (Hood River, Or.) 1889-1933, 1917-02-22

Or an average for all varieties of 81. 81
per box. There were no shipments of
the other six SKOOKUM varieties the
first season. The EXCHANGE did not
use the entire authorized sum of 10
cents per box for advertising, but only
z cents, refunding the balance. At the
end of the season full and detailed
schedule of expenditures, accompanied
by receipted vouchers, was submitted to
the BOARD OF GOVERNORS, aud
tied by them, and certified by the
prices returned to the associations af-
ter deducting advertising expenses
showed in all cases very substantial
premium over the returns for the old
established local unadvertised brands.
which, in the case of the CASHMERE
FRUIT GROWERS UNION (the
largest subscriber to the SK0OKUM
PACK were actually as follows:
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
WEDNESDAY EVENING, MARCH Z,
AUSTRIA'S NOTE

| A UsTRIA'S note supporting Ger
"A many's decision to wage ruth
=. less U-boat warfare contained no
surprises. Austria is the creature of
Germany, in this war. Anything the
imperial government does must of
needs be stamped with the seal of
Austrian approval at Vienna. The
note reads as though it might have
been written in Berlin. All the in
tricacies of Teutonic diplomatic argu-
ment are used in an attempt to prove
the good faith of the central powers,
and the effort is so strained that one
feels, upon reading the document, that
even those who framed 1t must have
felt the weakness of their case and
tried to make UP in length what they
lacked in logic. There appears to be
but one thing to do, and that was
inevitable from the moment relations
were broken with Berlin-aslS My.
Penfield to return and send back the
newly-arrived Austrian ambassador.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
Rhymes From the Nursery
The Paper Doll Family

When hear grown-ups talk, it surely
makes me sort 'er smile.
Why, some folks call family jest an
only chile!"
And when folks have, say, three or
four, why goodness me, you'd
think
They lived in a volcano, or leastways
on the brink.
Says Mrs. j. to Mrs. T., -Four chill
dren, goodness me!
However you can manage, 1 simply
cannot see!"
And Mrs. Il. she mods her head, as IL
she were quite smart,
And says, well, Mrs. J.. this raising
children is an art"
When I hear grown-ups talk it surely
makes me sort 'er smile,
Talk about a family! I wish you'd see
the pile
OF kids I have, there's sixty eight. 1
stand them in a row,
And fit a dress on Caroline, and on
Camille bow,
Or turn the flaps on the twins caps,
and one most always snaps!
And then the thing is ruined! There's
always some mishaps.
With sixty eight kids, Mrs. ]. would
What do you s'pose she'd do?
] guess she'd bout emit suicide, with
my bunch to subdue!
EDNA CROFT DEIHL.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
Palmer and Postmasters

TO the Editor of the Telegraph:
L noticed in Saturdays paper some
of the doings of A. Mitchell Palmer
concerning postoffice appointments.
Perhaps you never have heard what
he did concerning the Mt. Union post
office.
Owing to the death of A. w. Jones,
the office here became vacant Novem-
Der 81, 1916. The applicants all con-
sisted of good citizens and lifelong
Democrats of the town and men who
have spent their lives building UP the
party. Among these applicants was
Mr.. Jones son, who asked for the un-
expired term.
The Hon. A. Mitchell Palmer lg-
nores all these applicants and sends
the name of Jas. Wiley to be COIL
firmed as postmaster. At the time of
Mr.. Jones death this man was aot a
resident of town a year, and never
voted in the town but once.
The citizens of this place were bit
terly opposed to his appointment.
1t is the belief of the citizens that
they know the way Palmer was in
duced to hand over the office, but they
are not saying.
Yours respectfully,
MT. UNION CITIZEN.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
ALL FOR ONE; ONE FOR ALL

ME- dinerence between American
labor and English labor is we'll
illustrated in the selection of
Samuel Gompers by President Wilson
to be a member of the new National
Council of Defense.
When England entered the war
with Germany organized labor did
everything but help. The occasion
was seized upon as opportunity for
strikes and demands of all kinds. For
a time the newspapers of Great Brit
ian expressed doubt as to which was
the greater enemy of the empire
Germany or English labor. OF course,
all this has been changed and British
workmen have responded so Loyalty
that the mobilization of industry in
the Isles is regarded now as superior
even to that of Germany itself
But American labor does not wait
until the fate of the nation hangs in
the balance, The moment the country
is beset by a foreign foe the head of
the great American Federation of
Labor Is called to the assistance of
the President, his part being the mo-
bilization of labor for the great work
of guarding the country: even as DAN
iel willard, of the Baltimore and
Ohio railroad, is to mobilize the trans
portation system; Howard E. Coffin
the industries of the country; Bernard
Baruch the nations finances and
Julius Rosenwald the country's busi-
ness men and its business
When the armed fist comes knock
ing at Uncle Sans front door it finds
the whole Yankee family waiting
within and ready for the fray They
may have differences among them
selves, but they prefer to settle them
without any neighborhood assistance.
Labor, capital. business. the profess
sions, all stand ready to do what they
may be required to do, and in that lies
greater national strength than all the
armed preparedness in the world, de-
sirable though that, too. may be.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
That Citizens Committee
To the Editor of The TeIesraph:.

% He EdHor or me Telegraph:
When the school board asked us to
vote for the high school loan last fall
the members told us that a committee
of prominent business men as a Citi-
zens' Advisory Committee would be
called in to help decide what would
be for the welfare of the district. In
particular we were assured that this
committee would be permitted to
have a voice in the selection of an ar
chitect. Now we are told that the
committee of citizens, any one of
whom is head and shoulders above
the average citizen in business judg-
ment, IL their success in a business
way is any criterion, has made a
grievous error in selecting Mr.. Ittner,
of st. Louis. If the board didn't want
these men to make a decision why
were they asked to act? for ore
would sooner accept the Judgment of
the committee than that OF the board
lf the committee and the board could
vote together Ittner would have q ma
jority, yet five directors pretend 10
know more than n majority of the
board and the committee combined.
j. l.. FRALICK.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07

policy in normal times will be reflect
ed in the automobile trade.
Great Britain, however, recognizing
at last the value of protecting her in
dustries, is ready to adopt the policy
which has been denounced and re-
pudiated by the cotton-planting rep
resentatives from the South.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
SENATOR KNOX
TIME most valuable addition to the
Senate this year is Senator
DHtIon6ax

TIME most valuable addition to the
Senate this year is Senator
Phiiander C. Knox, of Pennsyl-
vania. Senator Knox is not only one
of the biggest men in the country, but
he Is peculiarly fitted for senatorial
duties at time when our foreign
relations are badly snarled in many
quarters. His long experience in the
Senate and as q member of the cabinet,
supplemented by travel and extensive
study, have given him knowledge of
great use to the administration leaders
II they choose to avail themselves of 1t.
Senator Knox goes to Washington
as the overwhelming choice OF the Re-
publicans of Pennsylvania for the post
ihs 30 we'll fiiis and he received as we'll
the votes OF thousands Of Democrats
who saw in him the States foremost
citizen in public life. He holds his
commission from the people. and the
people alone. He is his own man II
any Senator ever was, and he may be
expected to conduct himself in a man :
ner calculated to reflect credit upon
both himself and the Commonwealth
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
WELL KNOWN PEOPLE

John Wanamaker is cruising on
Florida rivers in his house boat. .
-Congressman Thomas s. Butler,
of Media, who completed twenty years
in continuous service Sunday, Is keen
navy advocate.
Judge ]. Willis Martin. who is
urging social service as on adjunct OF
the courts, is one OF the veterans or
the Philadelphia bench.
Mayor Armstrong. OF Pittsburgh,
will return from Florida this week:
Robert Whesley, the Philadelphia
Golf Association president, says base
ball is the national sport, but golf Is
next.
John williams Patton, of Devon.
noted for years for his horses. has
gone in for dogs and has raised some
prize winners
"A. s. Deysher. of Reading, the
president of the new racing circuit,
has been identified with racing and
fairs. for years in Berks county.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
Extends Thanks

To the Editor of TIE Telegraph:
Please allow the members and pas
tor of the Asbury M. e, Church space
in your valuable paper to thank Mrs.
Carrie Patton and Mrs. Lawyer w.
Justin Carter for the delightful enter
tainment given last evening, 5th inst,
in honor of Rev. d. W. Hays, district
superintendent, and Rev. w. II.
Gaines, pastor, at the home of Mrs.
Patton, III Balm street.
We also tender our sincere thanks
to Rev. T.. Luther Cunningham, r. NJ.
Ward and u. G.. Leeper and a host of
friends who contributed in no small
degree to the pleasure of the evening.
Rev. f. Luther Cunningham, repre-
senting the friends there present,
presented to Rev. and Mrs. w. II.
Gaines the sum OF $16.50, as a token
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
Tragedy in Wasted Foods
From the New York World.

From the New York World.
According to the report of the
Health Department. more than $780,
600 pounds, or approximately 4S1
tons, of food products, were con-
demned and destroyed last week. The
lot was made up of food which, good
for use when it started for New York,
had spoiled en- route and had been
seized by inspectors. 1t was dumped
below the lower bay. Back of this
amazing piece of business, which
amounts to little less than a tragedy
of the markets in this season of mon
strous overcharging and needless de-
privation, Is a story of faults in ship
ment, or in transit management, or
In both these particulars.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
Jules Verne's Prophecies

Verne. Now that he is man Cor, is
he?) he acts Jules Verne-in how many
instances in the war, and before it?
Was il not Jules Verne who absconded
a man in travelling case and sent him
oversee, who invented suffocating
shells, mines at sea, submarines air.
ships-although the last two were
adumbrated. with many other inven-
tions not yet manifested. in ,Bacon's
New Atlantis?" Jules Verne is, indeed,
representative OF the French imagina-
tion which is scientific; the Russian is
psychological; the English poetical; the
German transcendenta1.-E. II. Visiak
in The Westminster Gazette.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07

w. w. Roper, when he refused to play
machine politics.
Justice John Stewart, of the Su-
preme Court, is quoted by the Phila-
delphia Ledger to-day as opposed to
capital punishment,
Acting Democratic State Chair
man Guffey is soothing some of the
postmasters who arc worrying lest
they lose their second terms by stat
ing that none will be removed without
"just cause" However Just cause" is
flexible term in the Pennsylvania
Democracy
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
The Debt to w. 7. B.

The American people owe to Mr..
Bryan a great debt of gratitude. The
longer Mr.. Bryan lives and the more
he says it grows palmer that in all sim
cerity the whole nation should be
thankful to Mr.. Bryan-for getting out
of the Cabinet, before he had a chance
to make any more breaks,-Boston
Advertiser.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
Let Us Have Them
To the Editor of the Telegrobh:

To Wt Editor Of The Telcgrobh:
Why does not not Commissioner
Gross make public his specifications
for fire apparatus? He is boasting of
low prices for the equipment he is
about to buy, but what does he got
with it? Does the city receive only
the bare apparatus or does it receive
all of the appliances and fittings usu-
ally regarded as necessary to proper
operation? l understand the firemen
have asked for this information but
that 1t has not been forthcoming.
FIREMAN.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
THE PEOPLES FORUM
By BRIGGS

of their friendship and esteem, and
wished God speed. Rev. Gaines leaves
Monday for Baltimore, Md, the seat
of the Washington annual conference,
Methodist Episcopal Church, over
which Bishop w. L. Mcdowell, d. D.,
OF Washington, ID. c., presides.
MEMBER.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
The Thinker


Back of the beating hammer
Back of the workshops clamor
The seeker may find the thought,
The thought that Is ever master
or iron and steam and steel,
That rises above disaster
And tramples it under heell
The drudge may fret and tinker,
Or labor with lusty blows,
But back of him stands the Thinker.
The clear-eyed man who knows;
For into each plow or saber,
Each piece and part and whole,
Must go the brains of labor
Which gives the work a soul!
Back OF the motors humming,
Back of the belts that sing,
Back of the hammers drumming,
Back of the cranes that swing,
There is the eye which scans them,
Watching through stress and
There is the mind which plans them
Back of the Drawn, the brain!
Might of the roaring boiler.
Force of the engines thrust.
Strength of the sweating toiler,
Greatly in these we trust,
But back of them stands the schemer,
The Thinker who drives things
through;
Back of the job--the dreamer,
Who's making the dream como true:
-Berton Braieys
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
Wonderful Self-restraint

The Kaiser showed wonderful self
restraint in merely ordering our mer-
chant marine to wear stripes, when he
might have ordered our Navy off his
ocean,--New York Evening Sun.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
FREE SUMMER TRAINING

TIME decision of the government to
i make the Plattsburg and other
military training camps absolute
lily free of cost next summer is step in
fhs right direction. Doubtless the ex-
Ipense regulation was necessary in the
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07

experimental days of these great
camps, but that time is long since
passed. Many young men OF splendid
military qualifications could afford the
time for summer training but not the
financial incidentals.
"a dozen well-located and perma-
nent camps, taking the place of five
or six sporadic, imperfectly situated
training places; an expected attend
ance of 10000 men as compared with
about 10000 last year and 2,6O0 in
1915; Federal appropriation of ST.
100000 for the expense of the camps
and the consequent relief of the in
dividuals from nearly all the f1nan-
cial sacrific hitherto involved in Sc
curing summer training; the formula
.tion of a progressive and uniform
course of study practical and theo-
retical for the various camps-these,"
says Secretary of War Baker in Ma
tional Service Magazine for February,
"are among the considerations that
occur to me when I am asked to de-
scribe the progress of the citizens
training camps for elementary in
struction in military practice"
The institutions that seem now
about to develop into permanent, ade-
quately financed organizations had
their beginning in two training camps
for college students in the summer of
1913. The experiment proved suf-
,fciently popular and profitable to war
rant its repetition in 1914; the follow
ing year, 1915, witnessed not only the
but the Inauguration of similarly con-
Quoted business mems camps at
Plattsburg, n. Y, Fort Sheridan, ILL.,,
Monterrey, Cal, and Tacoma, Wash
The attendance at last years camps
increased GOO per cent. over 1915, and
Army officers are confident that the
number in the camps of next summer
will nearly double that of 1916.
Secretary Baker hits the nail on the
head when, in the same article, he
says:
The future army of the American
people viii be democratic. In a Re-
public such as ours il is essential
that every citizen shall have an
opportunity to become an officer
and that the officers shall be Sc
lected for reasons of merit alone.
While the recent Legislation pro-
Viding for the training of reserve
officers in the colleges of the coun-
try is unquestionably necessary to
supply q pressing temporary need,
we are not in sympathy with such
system as permanent measure. 1t
is neither right nor wise that a
system should be perpetuated under
which large proportion of the Of
ficers are selected from the COM
paratively small percentage of our
people who are able to attend col
leges. All should enter the ranks
and rise to authority on their
proved capacity. so that the son of
the millionaire and the son of the
mechanic will have equal oppor-
tunity to demonstrate their capa-
bilities for leadership. Such a sys-
tenn would be a cornerstone for the
democratic army. II would furnish
an effective guarantee against a
military caste and all the evils in
herent in such a class.
Free military training at the volun-
teer camps will be long step in that
direction.
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
DO YOU KNOW

That harrisburg Steel is i'm use in
machinery in League Island Navy
yard?
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07

HISTORIC HARRISBURG
In old days the weekly newspapers
used to be issuedesemiweekly during
legislative sessions
Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-03-07
OUR DAILY LAUGH
DIFIrEREN-
TIATTON.

The men are
Ill alike.
oh, no; some
have = lot more
money than 9TH
NA