Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1925-10-29
IN OUR
VALLEY

CORPUS CHRISTI and Brownsville
~ are about the same in size Per-
haps Brownsville has shade the larger
population, while assessable valuations
are perhaps larger in Corpus Christi,
by some s2,OO0,OOO
Corpus Christi has more paved streets
than Brownsville.
Corpus Christi sustained serious
damage in the storm Of 1919.
Corpus Christi has tax rate of $1.68
on the 500 valuation.
Brownsville has a tax rate of S2.31 on
the s100 valuation, difference of 63
cents.
The San Antonio Chamber of Com
merce has launched drive in that city
to prevent the sale of green grapefruit.
Here is the story, as it appeared in
The San Antonio Light:
Beware of low grade grapefruit,
oranges and lemons!.
The warning was issued Monday
when officials of the Chamber of Com
merce here took active steps to help
growers of the Rio Grande Valley
protect their reputation of producing
the best citrus fruit in the United
States.
1t has been learned that fruit dis
carded in the Valley is being brought
here each fall and offered as first class
of Texas orchards.
In letter to the Rio Grande Valley
Chamber Of Commerce Monday, c. B..
Yandell, general manager of the cham
Der here, exposed the practice and Of
fered his assistance in checking it.
"A certain percentage of each crop,
according to Mr.. Yandell, is discarded
1t is fruit blown from the trees, i'm
properly ripened, imperfectly formed, or
in other ways below the market STAN
dard.
This fruit, when discarded by the
growers or packers, is either sold for
practically nothing or else given away.
AN investigation of the markets here
during past year. Mr.. Yandell said, has
revealed that hucksters and peddlers,
and even irresponsible commission deal
ers, have been buying up this fruit and
selling it through this territory as first
grade Valley products.
Recognizing the damage such prac-
tice might do to the reputation of the
Valley crop, Mr.. Yandell has suggested
. that some other plan. of utilizing the
orchard reflections be developed.
1T is suggested that some method of
marking the low grade fruit be devel-
oped.
f. c. Carlson of st. Louis, district adj
vertising manager for the Radio Cor
poration of America, has completed a
survey of conditions and attitudes to-
wards advertising among 1000 distribu-
tors.
He ran across woeful lack of appre-
citation Of advertising among these bust
ness men and found hundreds of new
i'eas on how to assist advertising ef-
forts.
The general impression, he says, has
been that advertising is the whole sales
force, and that no other effort on the
part Of merchants is necessary to move
his merchandise. When his advertising
has not produced the results expected,
the merchant too often blames the ad
vertising alone. In many cases, Mr..
Carlson found. it was the merchandis-
ing background or supplement to the
advertising in which the trouble lay.
Advertising must be supported by
sales effort. Advertising must be sup
ported by quality merchandise. Ad
vertising must be supported by price.
Advertising in newspapers should be
supplemented by displaying the adver-
tlsed product in the display window.
A man once blamed advertising when
he published an announcement Of a
price cut in an item which he was un-
able to find when customers called. 1t
had been permitted to be hidden be-
meath counter somewhere in the store.
Al Parker is developing something
new in the Lower Rio Grande with his
plan for a hunting preserve on 10000
acres south of the mouth of the Arroyo
Colorado
The Lower Rio Grande Valley, from
an unmarked line near the coast west to
Rio Grande City will some day be con-
tinuous garden. There is no reason, we
should say, why some property should
not be set aside for the enjoyment of
hunters, even though a comparatively
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