davidaulloa/AmericanStories huggingface dataset:
Evening star., 1924-09-14

You might conclude TO take rest
and go out to play tennis or golf, but
the balls have disappeared. Suppose
you have lumbago or toothache.
to ease the sore spots, and the doc
tors and dentists would be prac-
tically' powerless. for a large part OF
their activity depends upon the milk
OF these trees. which are growing by
thousands within a short walk OF
, where / am writing.
And so I might go on for a column
or so, mentioning only the things we
must have every day that are founded
mated that not more than 1 per cent
of all is grown under our flag.
This explains the importance to the
United States of the rubber OF the
Philippines. We have here In our
southern islands thousands OF acres
of land which the rubber men and
scientists say could produce all the
| rubber used by the world for all
time to come. The tropical location,
within 500 miles Of the equator. is
just right, and the region is outside
the belt Of typhoons that might blow
down the trees.
The rubber lands are situated in the
Moro or Mohammedan territory, and
are scattered over half a dozen
ISLANDS. A vast part oil them lie In
the Island of Mindanao, with its
more than $4,000 square miles, all of
which will grow the Para rubber
tree, the hevea BraSilensis, which
has produced most Of the rubber of
| the Amazon Valley.
1t is now 81 years since first made
trip up the Amazon through the
great rubber lands of that river.
went with the rubber gatherers from
| tree to tree and watched them col
| lect the sap. / tapped some Of the
trees, seeing the white milk run out
into the cups, and took part in the
crude methods of smoking the rubber
hams over a rude fire in the woods.
The planters told me that it took 25
years to grow one of these trees of
the wilds, but here on Basilan Island
| the same variety of trees, properly
cultivated. begins to bear at five years
and continues it's product a genera
| ton or more.
The chief rubber islands of the
| Philippines are Mindanao, Basilan and
| Palawan, but there is no doubt that
rubber can be grown throughout the
| archipelago, which runs from Min
danao to Borneo. 1t has long been
grown with success in small way
| in many places on Mindanao. There
| is wild rubber of several kinds in the
Evening star., 1924-09-14
BRINGING THE MESSAGE TO THE CONSUMER
dustreso Poe1y yandP Instruct

SUPPOSE 1t is no exaggeration to
say that salesmanship and ad-
vertising are tho two most i'm
i portant things in the world. One
of the biggest advertising men
in the country is reported as saying
the other day. Where would the
world be without advertising?
The more you think Of this ex-
preston the more you are struck
with the truth of it. Indeed, it has
just exactly that pith, that pep, that
punch, which all good advertising
ought to have. 1t sets you wonder
ing right away as to what advertising
really is. as to what constitutes good
and bad advertising.
For instance, Christopher Colum-
bus, we are told. spent 1s years
vainly trying to persuade the sover-
eigns of Europe to discover America.
Under present conditions all he would
have needed to do would have been
to circulate among the kings a form
letter. with the heading, do You
Want a Continent?" or put a picture
OF himself on the billboards with
one hand extended toward a cloud
in the sky and the legend, This Man
Discovers Continents; or better still.
American Marines at Target Practice
in the Matamoras Bay, Mexico.
The first essential of a good adver-
tisement or notice is that it must be
brief. In the earlier days of adver-
tising this was not understood. When
first the railways were built in Eng
land and signs were put up to indi-
cate dangerous crossings they were
written in small writing and read
as follows:
ANY person or persons proposing
to cross this railway track at this
point at time when a train or
trains may be approaching is or are
warned that II he or she does it, he
or they are in danger OF coming into
collision with 1t or them"
This was found ineffective. In
America the simpler plan was
adopted of putting up a notice:
| Look Out for the Cars Even this
was presently found to be too long
| and was replaced by a simple sign,
Look Out" And perhaps Look"
| would be enough.
Evening star., 1924-09-14

ness" But how much superior is the
upto-date notice Keep Out
This shows US that every good ad-
vertisement must be as personal as
possible. 1t should begin This is
You" or Listen, You Poor Simp." Or
it should ask some direct question
such as: do you ever take a BATH
What would you do if your wife
ran away?" and SO forth.
When once the general principles
OF advertising language are grasped
it is not difficult to convert ordinary
common English into first-class ad-
vertising prose. ] will give a few
examples which will show at once
the enormous gain in emphasis, force
and directness which is impaired to
passage in literature when it is
turned into advertising. Take first
a few stanzas from LonGfellow writ
ten, presumably, with a view to stir
the reader into noble activity, but
unfortunately expressed in d tone
that verges on drowSiness:
Tell me not. in mournful numbers
Life is but an empty dream.
That the soul is dead that slumhers,
And things are not what they seem.
Life is real, life is earnest.
And the grave Is not its goal:
Dust thou are to dust returnest.
Was not spoken of the soul.
Let us. then, be up and doing.
With a heart for any fate:
Still achieving. still pursuing,
Learn to labor and to wait.
Evening star., 1924-09-14

.ichcSt and most important of all
our large commercial undertakings.
1t began to jump with the use of the
automobile in 1899. and it has grown
up by leaps and bounds every year
since then.
Indeed. the manufactures OF rubber
which we are now annually making
sell for more than $1,000. .0O0. 900. and
of this tires and inner tubes repre-
sent nearly one-half. We are now
turning out about 100000 solid truck
tires each year, valued at close to
$15.000,000. These are big items. for
which we are practically dependent
on the will of John Bull.
Have you ever thought of a world
without rubber Suppose tonight
every bit of this elastic commodity
should be blotted from the United
States. Wake up in the morning, and
what would you see? Every auto
mobile, every truck, every bicycle and
motorcycle would disappear from the
streets. The trains would stop, for
there would be no air brakes to pro-
tect them. A fire might break out
in Chicago, and the city would burn
to the ground for the lack Of fire
hose. You might go to your work in
the factories, but the machinery
would be dead for the lack Of rubber
betting, and in milling centers, like
Minnea polls. the grain would stop
moving, for it flows over rubber from
the elevators to the steel rollers that
grind it to -four. The telephone sys-
TEN would be out of order, the in
candescent light globes would not
burn, and the street cars would stop.
Every industry would be crippled
and the whole nation would be at a
standstiIl. If it were raining or
showing when you awoke, you would
not dare to go out, for fear Of the
weather. There would be no rubber
boots, rubber shoes or mackintoshes.
and before night the whole nation
would be on the sneeze.
And then listen to the Squalling
Think of the multitudinous army of
bottle babies who get their only
nourishment through nipples of rub
Der. You might explain the situa-
ton, but thy would not be quieted.
You men who wear suspenders
would have to run for belts to hold
up your trousers, and you women
with garters would find your long
silk stockings clogging your ankles.
You might ask for your newspaper
1t would not be delivered, for the
insulation on the telegraph and cable
lines has disappeared, and the Asso-
ciated Press and correspondents OF
! all kinds have ceased to function.
Evening star., 1924-09-14
Moter Cycle Power Plant.

MYTH power derived from his
w motor cycle, one clever mechanic
Is operating q machine for sharpen
ing lawn mowers. He reports that
500 have been sharpened by this de-
vice during the year. The engine is
kept cool by the use of fans on each
side, which are operated by an in
genious combination of pulleys, and
are easily detached when the motor
cycle is to be used for riding. The
motor cycle has been operated for
half a day at a time, and was found
to be so cool that the hand could be
laid on the cylinders.
The arrangement of shafts and
pulleys is set upon the luggage car
rier. and is portable, SO that the
motor cycle can be used for riding
without removing this mechanism.
Various kinds of stationary machin-
cry may be operated by the same de-
vice.
The. designer of this outfit says that
1t has been a great help to him in his
business, as he can ride the motor
cycle to and from work and then, by
means Of different attachments, make
it do between times all kinds of hard
labor.
Evening star., 1924-09-14
Visit Plantations Basan Opportunity Study Met

Cotabato Valley, and ceara rubber is
said to grow luxuriantly in Bukidnon
and in the valley of the Agusan
River.
The only commercial plantations.
however. are here on Basilan Island.
where two tracts, covering altogether
somewhere between 5000 and 10000
acres, have been set out after the
same methods as those of Malaysia.
Tens of thousands OF the trees are
now producing quantities of rubber
for the auction markets at Singapore.
from where it is sent TO the United
States and other parts of the world.
The island is almost all cultivable,
and l am told that the potential rub
ber area covers practically the whole
territory.
But first let me tell you where and
what this island Of Basilan is. II you
would bore a hole through the earth
from the United States to the other
side of the world and fix your eye
to it, you might see this little town
Of Isabella, where I am writing. The
steam launch which j have hired to
bring me here from Mindanao lies in
the harbor, and several miles back
from the coast are the lands of the
Basilan Plantation Company, which
has 10000 trees, while on the other
stUc OIL the ISldHu Is tHc Itdt 'otdtC
OF the American Rubber Company
which is just coming into bearing
and is Of perhaps twice that size.
The island of Basilan is the east
ernmost Of the Sulu Archipelago, a
continuous chain OF islands. islets
and coral reefs. which connects the
peninsula of Zamboanga with the
northeastern extremity of Borneo
and separates the Sulu Sea from the
Celebes Sea. The archipelago is di-
vided into several groups. one OF
which Is the Basilan. Basilan Is the
largest island of all, and there are So
smaller islands about it which belong
to this Basilan group. The main is
land is circular in shape, with di-
ameter of about % miles. 1T con-
tains altogether just about 250,0Oo
acres, composed of hill and hollow
with little volcanic mountains, vary
ing in height from those of the Blue
Ridge to those Of the Alleghanies.
The island is rich in timber. and Its
hills and mountains are forest clad
to their SUBMITS. Some OF the trees
are of great size, and one of the
problems of the rubber planters Is
clearing the jungle SO as to give the
clean culture that is necessary to
success.
The population of the island Is
about 10000, of which perhaps one
Evening star., 1924-09-14

they get madder & madder. II they
keep on speaking like that about In
terntl Good Will nextly you know
they will both be Pacifists."
"Since you was away wasting yr
time in education" dictate Mrs. G. w.
Quarkmire, America has had two (2)
Conventions. The one in New York
were the longest on record, the one in
Cleveland the most unnecessary.
were a delegate to Cleveland and got
there in time to hear Senator Lodges
famus speech. I were the only one
who heard it. 1t were at the RR sta
ton. and he say distinctually. One
fare TO Boston, please These are stir
~ times in which we live. Togo. Here
afterly you should not go away to see
Wonders Of the World because you
Evening star., 1924-09-14

what have that to do with dish
washing which you have not done for
24 hrs. behind the clocko"
only this, Mrs. Madam" I report.
From that Ship Radio 7 recognize
that something have happened to
America while | were not here 10 ar
range it, But what occurred during
my long abstinance from USA?
Newspapers tell me slightly but not
too much. From what | can get out
from that Ship Radio there are some
thing named Dawes what have a plan
which became quite celebrated in city
Of Teapot Dome where Hon. VIM. j.
Bryan laid cornerstone with assist
ancc of Senator Leopold & Senator
Loeb, who spoke while London got
central & talk very Pilgrim Society,
and this make Hon. Herb Hoover
pretty darnly mad. This excite Hon.
Boni de Castellane G. Hon. Medical
Congress so muchly that American
Congress become ossified, and leave
the work to Gov. Smith, Father of
Prohibition. That bring on World
Peace & a war in Morocco while Hon.
Peggy Joyce got married merely be-
cause she can't help it"
Togo" say Mrs. c. W. Quackmre,
you are talking garbage"
How then" | amputata could
Evening star., 1924-09-14

begrudge. And because my husband
are Democrat ! will tell you why
Hon. VIM. Penny Bryan laid that cor
nerstone. Merely for same reason
that Hon. Peggy Joyce got married.
1t are habitual. Furthermore, Togo"
she say onwards. that Leopold &
Loeb you speak from are not Sena-
tors. You should not speak of them
in that way. They arc murderers and
quite well educated. To hang them
have already cost Illinois Zee as much
as to elect Senators. What more
do you request to know"
y + X
N0NLY thus" I corrode. From
news prints ! observe how
America have now got two Presi-
dents running against each other
This look unnatural. Hon. Coolidge
say. My party know its favorite.
Hon. Davis say, so do mine-it took
forty Ho) days to find out who he
was. Therefore they should know
him accurately Mrs. c. W. Quack-
mire, il alarm me to see how those
both gentlemen get on the same plat
form and agree with each other about
Peace, Prosperity, Reduction OF In
cum Tacks. Army Officers and other
national crisis, yet all time they talk
Evening star., 1924-09-14

To Editor The Star who are thankful
to Politicks because he can PRINT II
when there are no News.
~ GAREST Sir: Since been back
in this Hon. Country for y
mo. l receive many wen
Come home letters from ad-
miring friends, bill-kollectorS,
and cts.
If some of your correspondents 90
not know my address it is as follows:
c, Mrs. c. w. Quackmire where l are
now residing in the kitchen, as uSul,
doing Gen. Housework with all the
strength of dishw washery & other low
jobs. After eloping around World
(planet for 80, 900 miles StyllShly, L
must now chaperone garbage, fiypa-
per, ice-man & other dishgusting UNI
pIoyments How sad to think. If
Hon. Burton Holmes must do that
when not lecturing, do ] wonder that
he remain in strange lands so much
1y? ] could not.
YeStdy morning am. Mrs. c. w.
9uackmire, my owner, arrive to
Kitchen with McAdoo expression,
which show disappointment covered
all over with smiles.
Togo. she narrate, here I have
gave YOU a.. mos. for to lofe around
the World with nothing on yr. mind
y
| thought il would open yr. brain.
which have been closed & out of re-
pair. ! have sent YOU to India, Java
& Fiji Islands to make better hired
girl of YOU But now YOU are home
with carpets to be Slugged, floors to
broom & housekeeping to wash, what
YOU do all time? Set like 4 statuette
all time reading newspaper. With so
much work & such little opportunity,
~ r.t,
That are what ! are now doing"
/ snuggest. Il are attempting TO
catch up"
How could you'" she snarrel
Setting there on the seat of your
Stummick with yr. nose bored into
mage of printers news, how YOU get
anywheres, If ever?'
Mrs. c. W. Quackmire." | bcrcave.
for AZ mos | have been riding on
oceans. Atlantic Pacifiick. Indian.
ChneSe-all sort of oceans with no
modern improvements, not even a
subway. Sometimes & occasionally
Hon. Radio would come to our boat
with following news:
Dawes Plan Scores Trump.
Teapot Dome Celebrates.
"Wm. J. Bryan lays cornerstone.
Leopold & Loeb talk.
"Wireless telephone sends congrat-
ulations from London.
Herb Hoover threatens to resign.
"Roni dc CaStellane gets divorce.
Medical Congress meets.
"American Congress petrihed.
Gov. Smith says ii are all blamed
to Prohibition.
World Peace Program started
again.
War breaks out in Morocco.
Peggy joyce settles it by marry
ing Foren Nobleman.
Mrs. {. W. Quackmire held out her
ear TO hear all this while asking diff
fcentidlly.
Evening star., 1924-09-14

In way this is not half bad.
There is a certain lilt and lift to it,
But 1T fails to bring out the idea of
the need for immediate effort with
suficient prominence. Compare the
advertising counterpart:
Young man, this is you! Do you
want to remain all your life on a
low salary? If not why not be up
and doing! Still achieving. still pur-
suing. We can show you how. Why
not take a correspondence course?
Our curriculum includes engineering,
poultry. mind reading, oratory, cost
accounting and religion. Don't wait.
Start achieving now"'
Or take another example from the
same poet, the opening lines. I be-
lieve. of the poem called "Evange-
line"
This is the forest prim.vsl. the murmuring
pines and the hemlocks
Stand like druids of old with besrds that rest
on their bosoms, etc.
This poem, which was not without
merit in its original form, is now
immensely improved when used as
material for the tourists advertise
ments as follows:
Mr. Business Man, Do you ever
take vacation? What about the
Annapolis Valley for this years out
ing? Why not visit the forest
primevaP where you may stand
buried in reverie under the 'murmur-
ing pines and the hemlocks' or, emerg-
ing, enjoy as fine a meal for a dollar
as you will get anywhere? Why not
dream yourself back into the days
OF the coureurs des bois and the
belted and plumed seigneurs within
easy reach of a garage and with
81 Al,
house? Why not bring along the
wife and take her into the heart of
the primeval forest and leave her
there"
THE next example is taken from
Shakespeare. Originally it formed
part of Hamlet's solioquy on death,
but nearly every line of this passage
has been transposed and improved by
the modern advertiser:
To be or not TO be- that is the question
Whether tits nobler in the mind 10 suffer
The slinrs and arrows of outrageous fortune
Or to take arms against Of troubles
AND by opposing end them.
do YOU feel only half alive? Are
you aware of a heavy sensation after
eating and a sense Of imitation after
drinking a cup of tea! II so, why
not take arms against a sea of trou-
BILE" Do you know that 'Calcul'
taken as one pill day, will restore
tone and vigor to the system, effect
ing an immediate restoration of the
tissues ard rebuilding the bones? Re-
member the name. Calcul""
My readers will long since have
suspected-if the poor simps are
sharp enough ever to suspect any
thing-that advertising, as We have
been seeing again and again, is su-
perior to reality
Copyright, 1a24.)
Evening star., 1924-09-14

much like that of whipped cream.
This is skinned off and Il certain
amount of acetic acid put in. This
curdleS the milk, and within a short
time the water in it has almost all
gone out, and we have a soft block of
rubber which looks like goats milk
cheese. 1t is from four to six or
more inches thick, and OF almost the
same length and breadth as the bot
tom of the vat.
This block Of white cheese is taken
out and laid on the porcelain table.
where the brown-skinned, black
teethed workmen slice it up with
great knives. Each piece is then fed
into rollers of steel. which work
much like the rollers of a clothes
wringer. The first rollers are CORFU
gated, and the successive ones are
less and less rough, until at last they
are as smooth as steel plate. AS the
rubber cheese is fed in all the mois-
ture Is pressed out and it comes
forth in sheets of white rubber about
foot wide and 10 or 12 feet long. 1t
goes through roller after roller. be-
coming thinner and more compact at
each turn of the wheel, until finally
we have a long strip of what looks
like white or cream colored cloth
having a texture and appearance of
crepe. 1t would have made fit
gown for Cinderella when she went
to the ball OF the prince and lost her
glass slipper. This crepe has now
only to be dried before it is ready to
be pressed into boxes and shipped
away to the rubber markets of the
world.
The work is done efficiently
throughout. Every bit of rubber is
saved and the product is carefully
graded. The pure milk makes one
kind of sheet, the washings of the
cups go into another, and the cutting
off of the scraps of bark to which
some of the rubber has stuck and
Goa agulated out in the open forms a
third kind Of scrap rubber. The whole
process goes on according to rule
and the great plantation, with its
Evening star., 1924-09-14

there were no pottery cups to be had
in the market.
We leave the car and Mr.. Blum
takes us to one of the trees, where a
little long-haired Yakan scars the
bark for us. He does this with a
chisel made for the purpose, and as
the knife runs along the tree the
milk, as white as that fresh from the
cow, flows out and drops into the cup.
1t comes drop by drop, only about
half cupful running out in a day.
The yield varies, according to the
tree and its age, but there are some
trees which yield as much as Is
pounds in one year. The average is
around seven pounds of rubber per
tree.
Most of the 10000 trees on the
plantation are now yielding rubber.
The milk must be collected each day,
and men go from tree to tree with
two or three gallon buckets, lift up
the cups and pour the milk in. When
in the bucket the milk looks for all
the world like cows milk.
We return to the truck and ride
on to the factory, where the rubber
milk We have seen is turned into the
rubber of commerce. I can describe
this part Of the business best by COM
pairing it with a sanitary dairy where
the greatest OF care Is tdheH 70 hcep
the milk clean. The dairy is a great
shed, rooted with galvanized iron and
hoored with concrete and tiles. Scat
i,tered here and there through it are
concrete tables with tops of white
porcelain tiles, fitted together as
closely as those of your bathroom
| and as beautifully clean as any por-
celain equipped kitchen. These are
| the tables for cutting the rubber
cheese which we shall see later on.
i Among these tables are watts about
three feet wide, four feet long and
perhaps two feet deep. They have
| bases of concrete and are lined with
these same tiles of white porcelain.
1t is into these watts that the pure
| white milk Is poured. It lies there
| for while, till foam comes up