davidaulloa/AmericanStories huggingface dataset:
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23
HOW MAGAZINE
PROVED BELIEF
IN ADVERTISING

How the old story of the cackling
hen, the bashful duck and the mar
ketable egg was applied by the bus
ness staff OF what is now one OF the
great American periodicals, is told by
Frederick c. Little of Chicago, west
ern advertising manager Of the Lit
erary Digest.
That advertising has really paid as
far as increased circulation of the Di-
gest is concerned was the assertion
of MIR. Little. He asserted that his
firm now expends annually $4,000
600 for newspaper advertising alone.
"A man of great vision" said Mr..
Little, once made the statement that
IL you have a business that you can
not advertise then advertise II for
sale. Advertising, to my mind, is to
commerce what oxygen is to the
blood, in view OF the fact that 81 per |
cent OF the business failures OF 1920 |
were made by firms that did not APP
preciate the value OF advertising.
Advertising Is Bought.
'In our New York office five years
ago a staff conference was held to
find out why the prestige and circul-
alton OF the Literary Digest could not
be increased. At that time the circul-
alton OF the periodical was $50, 900.
One Of the directors pertinently in
quired. what do we SELF"
Someone answered advertising,
and the director then asked, DO we
believe in the value OF advertising?"
Everyone concurred In the belief
that we did.
All right. them was the direc-
tors laconic reply. let's buy some
And from that time on we have
bought advertising. Immediately af-
ter our decision a campaign OF news :
paper advertising was started and
continued with the result that in one
year we spent with 400 selected daily
papers s4,0O0,000. We have increas-
ed our circulation to 1900, 900, and
indications are that that number will ,
be swelled to more than 1900, 1000 r
before the present year is out. Dur
ing this time our revenue has in
creased more than $50 per cent.
Progress Is Due 20 Advertising .
"And now to intelligent persons
the Digest is known as one of the !
greatest OF publications and is better
known abroad than any other Ameri- I,
can periodical. And II all came about
because we had the courage and Wis
ion to buy what We sell-advertising.
I'VE plan to continue for an inde- =,
finite period our great newspaper ad- :,
vertising campaign, for there has
never been a year In our history In
which 1t is SO necessary TO advertise
as In 1921"
Mr.. Little said that in his opinion :,
consistent advertising OF any good a
product will always bring success. n
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23
WEATHER RECORD

Hereafter The Herald will publish
the mean and maximum tempera-
lures and precipitation record as taxi
en- by the u. s, Reclamation service
tation. Publication will cover the
day previous to the papers issue. up
TO o'clock OF the day.
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23
In The Salem Asylum

What's the matter with the fei.
low up on the ladder who is twiddling
his fingers?"
why. he went crazy over button
ing his wife's waists"
"And why is he up on the ladder7"
He thinks he has the contract
for buttoning the waist OF the
Statue OF Liberty"
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

Alex Stevens says a storage bat
terry has camel beaten 40 ways. but
even a battery will die II you never
give II n drink.
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

We have Just sent in our income
tax blanks to the treasury depart
ment. Our income itself last year
was more or less OF a blank.
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

Italians in the seventeenth century
ascribed the origin OF influenza to
certain stars which had an evil influ-
ence,
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

You are never late in the morning
You never get restless at four,
And I've never known you to giggl,
or chew;
You never use slang, what Is more
Your custume is simple and quiet,
Your color is always the same;
And I'm seldom impelled by the
words you've misspellcd
To heap maledicks on your name.
Yet l feel that there's something i'm
missing;
My life seems peculiarly bare
In spite of the fact that your every
Is performed without fixing your
hair.
For I've found that your soul is a
motor,
Your motives are amperes and volts:
Your memory's wax, II you drop It It
cracks.
And your posture's dependent on
bolts.
So think I'll recall Miss Ina Pippen
To sit at the desk at my right.
Her eyes are quite blue--And l.
think Ill hand you
70 the clerk she went out with last
night!
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23
We Don't Believe This

Nowadays" says critical So
Geological periodical. "office girls are
putting everything they own on their
backs"
That would surely make 'em look
funny from the front, wouldn't you
say?
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

w. o. Smith says that Just be-
cause two young people happen to
like the same phonograph records
It doesn't necessarily mean they were
made for each other"
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23
He Wants A Goat

T. l.. Stanley had returned from
lodge and was talking about the goat
Which reminded his little boy
Dwight:
Papa, get me a goat" the youngs,
ter said.
"oh, no. A goat would horn you"
remarked father.
I'D cut his horn off,
He'd butt you"
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

alimcntary tract, before putting moro
food into the stomach.
Girls and women with Aallow Ak ins.
liver spots, pimplcA or pallid complex
ion. also those who wake mp with q
coated tongue bad tastc, nasty breath,
others who are bothered with headaches,
bilious spells. acid stomach or constlps'
tion should begin this phosphatcd hot
water drinking and are assured Of very
pronounced results In one or two weeks.
A quarter pound Of limestone phos.
phato costs very little AZ the drug store
but Ia sufficient to demonstrate that just
ns soap and hot water clranscs, purihes
and fr,-hcna the skin on the outside, 80
hot water asd limestone phosphate act
ON the inside organs. We must always
consider that internal sanitation 10 vast.
" more important than outside clcanli.
ncss, because the Skin pores do not ali.
sorb impurities into the blood, willis tho
bowel pores do.
Women who desire 20 cnhanc. tho
beauty u their complexion should just
try this for y week and notice results.
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

New York City's first fire chief
was paid sixty dollars a year for his
services.
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

Then I'd cut his buttons off
Please get me n goat"
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

and they supposed this bird had
come after. some offending sailor.
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

We often wonder what the Prud.
ential Life Insurance company
(Adv.) would have done IL the Ger
mans had succeeded in blowing up
Gibraltar.
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

Get results by using class ads.
The evening herald. (Klamath Falls, Or.) 1906-1942, 1921-03-23

Herald classified ads pay you.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25

Close Matches Mark
First Flight in Play
For Directors Cup

Twelve players are still In the run
ming In the Country Club Golf tourna-
ment for the Directors cup after the
first flight held Sunday. Three OF
the matches went 10 more than
eighteen holes.
The second fligh; Of the tourna-
ment will be played next Sunday
morning.
Resuits OF Sundays play were IA
follows: q. Divine won from =. n.
McCanna. 1 up. 10 holes played; A. q.
Simms won from Fred White. s up.
8 to go; Allen Bruce won from W. A.
Keleher, ! up; Leo Murphy won FROM
w. II. Allen, l up, - holes played
Guido Giomi won from Ralph kci-
cher, 1 up. 20 holes played; II. g.
coors won from Roy Mcdonald. !
up; Charles Culpepper won from
Ross Merritt. 3 up, 2 to 70; Joe Me-
Gamma won from q. s. Downer. q Up.
? to 20: Arthur Prayer won from
Stewart Macarthur. 2 up. I TO go; r.
q. Cornish. Jr. won from J. Swillum,
7 up, 6 to 20; w Disque won from
J. Tierney, 8 up. 2 to go; J. X. Van
Alta won from E%sQuipulo NaranJa,
up, 2 20 60.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25

society scion the Magnet" eugene
O'Brlen) becomes involved In a series
OF adventures that are both novel and
exciting. In addition there Is a
mystery element and a touching love
theme that takes a most unusual twist
at h end.
IDEAL
THE Blazing Trail" Frank Mayo's
most recent Universal p~hotodrama, In
to be shown to-day at the Ideal the
alter. II will have an especially nit
ting presentation. II contains re-
markabie scenes OF mountain life In
actual mountain settings.
The picture deals with n young
physician whose mind breaks under
the strain OF overwork and who goes
In an Isolated community In the Blue
Ridge mountains TO regain his polse.
While there he saves the life OF "a
girl by the use OF u serum for blood
poisoning reRains his mental power
and finds himself thoroughly inoc-
ulnted with the love-germ.
Lillian Rich, Mary philbin, Ray
Ripley, Verne Winter, Bert Sprotte.
Madgc Hunt, JOY Winthrop and Helen
Gilmore ARE In Ia east.
The Blazing Trail was written
by Mann Page and izoia Forester
In reproducing ON the screen the
historical climax to bis spectacular
Western film. "Rob Hampton OF
Placer" Marshall NoilRn enlisted the
cooperation Of tho famous Blackfeet
tribe.
The BIackfeet are scattered over
many miles on the reservation IN
Montana and the task of getting n
thousand ~ them together with the
picturesque attire Of the Indians as
sported nj massacres IN h American
frontler days PROVED no easy task,
Through the cooperation OF Boo
Mills. whose 10; mer association with
the Great NorChern railroad brought
him In persoAal contact WIN y IN
dians M Tesulted In his becoming
the friend Of every member Of tho
tribe, MIR, Nei.an was enabled 10
bring about a gathering OF h req
men.
A real "fhsd" was discovered by
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
Swiss Abandon Own
Country and Spend
Vacations in France

GENEVA, Switzerland. July C. tBy
Mailt.- Switzerland has reached the
acute stage OF economic ~stringency
resulting from n too favorable rate Of
exchange. The tourist season. upon
which she depends to such "a great
extent. opened with little prospect Of
an Improvement in the situation.
Tourists who usually visit Switzer-
land during the summer. are going
tu French and Italian resorts.
The Swish. themselves. TO q con-
siderable extent are abandoning their
WI country to spend their outings
In France whore Swiss money counts
for twice Us value at home. or In
Italy, whore Il CoInts i've times the
normal value.
The crisis shows not only In the
absence OF tourist trade but In in
dustrial s~taguution q good many
workers being already out Of employ.
ment
\ few weeks ago II looked ~ n
the delegation to the second assembly
uf the league OF nations September
%. would nud difficulty in getting
lodgings here, hotel keepers hesitate
INK "a reserve apartments for them
because II would require them to re-
fus" tourists at the height of the sea-
son.
u now appears that the hotel viii
welcome h league delegations un-
less there is an unexpectedly radical
change In The travel situation.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
Too Much Hilarity
After Dance Causes
Arrest of Ex-D oughboy

II was doughboy against devil dog
wh"n Nick Lucoro was arrested early
Sunday morning on his return to the
city from q dance at Alameda.
Lucero. a former service man. was
charged with disordcrly conduct In
creating n disturbance on second
street by too much hilarity and with
resisting arrest when approached by
officer SalHzar. u former marine. SAL
azar said he had 90 drag the dough-
boy to the station.
The cour questioned the defendant
about the source OF his hilarity. and
the latter said wine was flowing freely
at the dance. He wHs fined ti5 and
cautioned to avoid dancing at Ala
media.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
THREE APPOINTMENTS
NAVAL ACADE N
Open TO NEW MEXICO
Examinations Will Be
Next October, Senator
Jones Announces

Senator A. A. Jones that
he has been called upon 10 MI three
vacancies that viii occur In the Unit
cd states naval academy at Annnpo-
lis, Mo. In Juno, 1929, and that pre-
hmlnary examinations will be neid
In New Mexico October 20. 20 which
all qualified New Mexiso youths are
eligible. Following the results Of the
examinations he will nominate three
principal candidates for the appoint
ments and three a~iternatea. His let
ter giving notice regarding the ex-
nminat'ons says In part.
1T has been my practice In the
pest Ia hold preliminary competitive
examinations throughout the state
with a view 10 making nominations
based on the highest ratings. This
In the faircst method Of which I know
" gives everyone an opportunity
according TO his " merits.
"This yea arrangements have been
made with the civil service commits
sion 10 hold this preliminary examln-
alton on October 80. 1921. at con
venient points. Those desiring 20
avail themselves OF this opportunity
should write me well In advance Of
the fact 40 that the commission can
be advised.
The requirements Of admission 90
the academy are thai candidates must
he Of good moral character. physically
sound and well formed. and OF robust
constitution. Height shall not be less
than hve feet two inches between the
ages OF iG and is years, and not less
than five feet four inches between the
ages OF ~ and 20 years. and the min
imum weight at 10 years Of age shall
he III younds with an increase OF
not less than three pounds for each
additional year, nr fraction of a year
over onr half. Candidates must he
unmarried and must be o less than
lG year Of age nor more thai 90 years
Of age on April last Of the calendar
year In which they enter the naval
academy.
Upon nomination. candidates will
he required to take the mental cN-
animation given by the academy on
the third Wedesndny In February or
the third Wednesday In April. or they
may be accepted by certificate from a
recognized school. The physical eN-
animation II usually given the first
week In June. Upon these cNamln-
ntions depend thu candidates admia-
sion to the academy.
The applicant must be a citizen Of
New Mexico. In writing he should
rive hts fun name. the date and place
81 birth. past residence, length OF
residence In New Mexico. height and
weight. education and naval training.
u any and "a small photograph OF
himself, II possible"
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
HAVE A BAD
DAY IN FIELD AND
LOSE TO SANTAF
Make 8 Errors Behind
O'Connell and Drop
Game 8 to 3

The Santa Fe team came through
with six run In the last four innings
yesterday. after II seemed that tho
Aus had the game safely salted away.
and won 8 to 3. A series OF errors
made by the Aus In b siSth started
the fire works. and the visitors piled
up four OF their scores In thar
inning. In the ninth they added two
more for good measure.
'Grasshopper' Weiss did his bit
by holding the Aq's down to three
hits. He struck out nine. left one
walk. and made n wild pitch. Ted
O'Connell, who held down the box
for the Ans did not do quite as well.
but pitched good ball. and for a
while had the grand stand thinking
that he was going TO win the game.
Santa Fe mnde seven hits on OF
OConnell and he allowed six men
to walk. He struck out five batters.
There were no home runs. but Davy
made n three base hit In the fatal
sixth, with Weiss on third. n
brought In one OF the -four runs Of
the inning.
Neither side had scored when the
Aq's came up In the last half OF the
third. After Myers had struck out.
BranEle was allowed TO walk. lie
was forced at second by o'Connell.
uUu NnfH 1buNfn hNtlf rttoUus
Dustin singled. and O'Conenli crossed
the plate Tor the first run of the
game.
There were no more scores until
the last half OF the NTH. when the
Aq's followed up n bad inning by
santa Fe by scoring twice. Loebs
scored on n long bly, by Brangle, and
Myers came home on n long Fly by
o'Connell.
The first half Of the sixth was n
long one Rivera made an nut to
start OF. Then Griego singled. Weiss
was safe on an error. There follow
ed a series of bungles and wild throws
that resulted in IL run FOR Griego,
M left Weiss ON third. Davy was
up next, and made his three Dagger,
which brought Weiss In. Award
walked. went down to second, and
scored ON Arcy's single.
This was really the end Of the
game. The Ad's couldn't rally. and
Santa Fe added the last touches In
the ninth. Martinez brought Rivera
In from second, and J. ~Berardinelli.
batting for j. Rivera, brought Mar
einag tn fnha amngas
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
Road Between Globe
And Flagstaff to Be
Open in Few Days

The last link In the road between
Flagstaff, Arizona. and Globe. Arizona
has been completed. n viii be
opened To ravel In i've or three days.
according to j. &. Mulder. assistant
district engineer OF the forest service.
who returned Saturday from Arizona.
This stretch which Is ga miles
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25

CLEVELAND. July 25.=New York
evened up the series by winning Z to
3. Both Mails and Shawkey were al
most invincible for seven innings.
only three hits being made of shaw
key. who then retired In favor OF a
pinch hitter. and two on Mails. The
latter. however. weakened In the
eighth when four hits were made of
MIN, netting three runs. Babe Ruth
scored his tooth and iOist runs of
the year.
Score; X. II. T..
New York .....OiO 600 OS3-7 10 /
Cleveland ....OlO OOl OOl-3 4 D
Batteries: Shawkey. Mays and
Schang; Mails. Bagby and O'Neill.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
SUNDAYS RESULTS.


DETROIT. Mich. July 2b.-Detrolt
used -four pitchers In an effort TO stop
Washington, but the Senators bat,ed
all OF them hard and aided by Tiger
errors. won IA to 8.
Score; II. II. T..
Washington ..1i2 3i3 3O0-l4 20 o
Detroit ..... .O1O 3IO OOi- 6 I5 =
Batteries: johnson and Piclnich;
Dauss. Stewart. Parks. Cole and
Hnssler,
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
of Another
War Hero to Arrive
Here This Week

Tho body Of another war hero will
arrive here this week from France.
II IL that Of Private Elisio GricEo.
"a native Of Albuquerque. who was
Killed IN action two years ago, 4
military funeral will be- held probably
next sunday. Crollutt will be In
charge.
Elisio Grlcgo was the son NJ MIR.
and Mrs. David Griegn. lie was among
the first To enlist from Albuquerque.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25

NEW YORK. July 25.-KoIly's hit
ting enabled New York to defeat
Philadelphia, The first baseman
batted In all Of the Giant runs with
a home run. double and single. His
home run was his sixteenth OF the
season and his third In the last three
days.
Score; r. II. Il.
Philadelphia .OIO 100 OiO-s S /
New York ....OO2 O2O DOT . 1
Batteries: Hubbell and Peters;
Ryan and T.. Smith.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25

Mr.. Nciian in the person OF Chief
Two white-cais.' the Indian
who was used as the model for the
head appearing on the buffalo"
nickel. Chief White Calf portrays
the role of sitting Bull In Bob
Hampton Of Placer" which has Just
been released by Associated First
National pictures and which will be
how at the Lyric theater today.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25

TWTITWWTNT ~TNTFV9UUsV ~nII-TINNN-
Sacrificc-Brangle. Stolen base
O'Connell. Left ON bases-Santa Fe,
II, Aus. 1. Earned runs-Santa Fe,
?; Aus l.. Struck out-By Weiss, O.;
by Uconncll. 8. Bases on balls-on
Weiss, /; on O'Connell, &. wild
pitch-WoiSs, !. Double play
Brangle TO Green. Umplres-Jack
Markio and Pete Alnrid. Time Of
game hour, SO minutes.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25

BROOKLYN. July 2b.-Boston
took "A close game from Brooklyn.
scoring the tying and winning runs
on Johnston's wild throw to the plate
IN the eighth inning. Second Base
mar Furd's nose was broken by a
fast bounder from Johnston's bat in
the first inning.
Score: II. II. T..
Boston .......OiO O2l O2O-6 ~ 2
Brooklyn ....O2O III OOO-5 10 l
Batteries; Oeschger, Scott and OF
Neill; Galore. Ruoter ana Krruger.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
HERALD WANT AID TAKERS

Are thoroughly trained ad writers.
If you so desire, they will gladly
assist you in wording your I'D.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
Street Firm
Goes to the Wall

NEW YORK, July 9b.-The failure
Of the firm Of Chandler Brothers a
Co. was announced from the rostrum
Of the stock exchange today.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25

los LUNAs I; CENTNALS q.

Los L.unas defeated the Albuquer-
que Centrals at Los Lunas sunday In
a tightly-fought contest by IA score
of 7 TO 6.
Batteries: Los LunaR: Alvarez ana
Sanchez; Centrals: Garduna and
pena.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
Cincinnati !: Chicago &.

CINCINNATI, July 25.-RiNcy was
never In trouble after the arst inning.
while the Reds found Chceves and
York easy, and C%incinanti won from
Chicago. Cheevcs was hattod out of
the box in the NTH inning.
Score: II. II. T..
Chicago .,....1OO 600 OOO-i 6 4
Cincinnati lilo O32 OO'-7 l2 /
Batteries; Cheeves. York, Jones
and DAILY; RiNey and HargraVe.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
BOSTON toi s.. IonIs ..

ST. LOUIS. July 25.-Bos.on de-
feated st. Louis winning streak Of
eight consecutive games. Jones air
tight pitching and the ineffective work
OF the ST. Louis hurlers allowed the
Red SoN TO win. George Sisler, 81.
Louis first baseman. has been In
definitely suspended. Il was an
nounced for hitting Umpire Hide
brand during Saturdays contest.
Score; X. III. T..
Boston ......10l 2S.O0O-lO 10 /
II. Louis 100 600 OiO-2 6 I
batteries: Jones and Ruel: Van
Glider shocker, Palmrro. Burwell
and SEVERED.
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25
BERNAIIiIO WINS GAME.

The Bernalillo team defeated the
Highland Slusgers yesterday 22 ia z.
II cvened the score, the Highland
sluggers having won a week ago.
The score: II. II. l..
~hefhallllo = 20 =
. ..s.s.s Z o
Batteries: Bernnullo- Montoya,
Sisnoros and Montoya, ~Sluggers-
ArmiJo, Baca aud Zamora,
The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-07-25

long eliminates The last big hill on
the road, which formerly made II I'M
possible for automobiles "a use Il. II
opens up the direct q from Flag
stan TO the Tonto national forest.
Mr.. Mulder expects to leave about
the first Of August for his new post
in Alaska. He will be stationed In
the southeast portion OF Alaska. near
Juneau, and will be In charge OF a
survey OF b woter power p%oasibili-
ties OF hat section.
One hundred o n OF some grades