davidaulloa/AmericanStories huggingface dataset:
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
ELLlN AND IRVING,
HAPPILY MARRIED,
ENJOY HONEYMOON

ABOARD S. S. LEVIATHAN AT
SEA, Jan. 14.-R)-Irving Berlin
and his bride. the former Ellin
Mackay, are enjoying every minute OF
their honeymoon voyage to Europe and
are supremely happy. they declared in
a statement today, the first they have
issued for publication since the Levia-
than left New York.
we are having wonderful trip. "
the statement said. I'VE wish to eX-
press our appreciation to Captain
Hartley and his staff for their cour-
tesy. We have nothing to add to our
only authorized statement in New
York-that we are supremacy happy.
(Signed) "ELLIN. IRVING
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
BOyLAN WOULD HAVE
j. S. OPERATE MINES
by Universal Service.

WASHINGTON. Jan. 14.-Callins
upon Congress to stop talking about
comparatively trivial matters while
our people freeze and die" Repre-
sentative John J. Boylan, Democrat,
of New York filed bill today giving
the President authority TO seize and
operate the hard coal mines.
Although several bills have been in
troduced authorizing the President TO
take action to start the anthracite
mines going, the controlling powers in
Congress have yet to stir themselves.
Representative James 5. Parker OF
New York. chairman of the interstate
and foreign commerce committee, adj
mittcd today that nothing definite
has been decided as TO coal legislation.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
FREAK TIDAL WAVE
CAUSES BIG DAMAGE

BANGOR. Jan. 14.-CP)-Fresh re-
ports of freak tidal wave which first
reused considerable scientific interest
through its action at Bass Harbor. in
dicntc that damage may be more vide
spread than originally thought.
From the remote fishing village Of
Corca comes news that at about the
same time Saturday that the phcnomc-
non was observed at Bass Harbor. Il
monster wave smashed lobster cars,
tore boats adrift and washed thOuHdnds
of founders from their winter beds in
the harbOr bottom mud.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
WOOD AGAIN HEADS
G. 0. P. COMMITTEE

WASHINGTON, Jan. 14.-P)--
In preparation for the political cam
paign this fall, the National Republi-
can Congressional committee, Mt u
meeting last night. reelected Repre-
sentative Wood. Indiana, as chairman.
Representative Tilson of Connect
cut, Republican floor leader in the
House, was elected first vice chair
man; Representative Smith. Idaho,
second vice chairman, and Reprcsen-
tatiyc Wurzbach, Texas, third vice
chairman.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
TWO DEAD AND ONE
DYING WHEN TRAIN
WRECKS In KANSAS

COFFEYVILLE, Kan. Jan. Ii
R)-The engineer and fireman were
instantly killed and the conductor was
probably fatally injured today when
the Missouri Pacific Radio Special, &"
castbound, was derailed 16 miles north
of Coffeyville.
The train was running about 40
miles an hour when it left the track.
The enginemen died in their cab.
Engineer Reed still having hold of the
throttle when his body was taken out.
The wreck occurred at n switch
point but its exact cause had not been
determined by railway officials who
are investigating the matter.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
HOME WEATHER FOR TOURISTS

Chicago: Temperature, "a: cloudy; %.
mile wind from the southwest; lowest
temperature in last 81 hours. II; high
est 20.
Kansas City: Temperature. "a; clear
cighteen-mile wind from the southwest
lowest temperature in last q hours, 3ii
highest, 90.
New York: Temperature, IS; cloudy
| eighteen wind from the north: low
est temperature in last "a hours. is
highest. IS.
81. Louis: Temperature. 80: clear; 2S-
mile wind from the southwest; lowest
temperature in last 20 hours, 24j high
est, 80.
Washington; Temperature, i6;cleari
leEs than ten-mile wind from the north
west. lowest temperature in the last a
hours, IA; highest. IS.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
COAST BOOTLEGGERS
FURNISH AFFIDAVITS
IN MAKING DELIVERY

SAN FRANCISCO. Jan. 14.-LP)
Prohibition headquarters has learned
that analytical chemists who special
ize in testing bootleg whiskcy are on
the increase in San Francisco.
The prohibition enforcement chief
has served warning that California
chemists are in danger Of being ar
rested for possession unless they
are fortified with permits. As boot
leg patrons become more particular
about the quality Of their liquor, many
bootleggers are said TO be furnishing
affidavits from chemists with their de
liverics.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
BERYLL|UM AVAILABLE
FOR INDUSTRIAL USE

CLEVELAND. Jan. 14.-C49--
Beryllium. metal with remarkable
properties. is now available to In
dustry. After nine years experiment
ing, Cleveland scientists have devised
process by which it can be derived
incxpcnsively from its ore, it was an
nounccd today.
Costing $4,000 a pound until few
years ago, it soon is to so on the mar
kct Mt 5000 n pound.
Alloyed beryllium furnishes an en-,
tire series of new materials for metal
manufacturing. 1t weighs 80 per cent
less than aluminium. and, while alumni
nun mclts at 660 degrees Centigrade,
bcryllium stands up under 1878. lit.
tie less than the point at which steel
mclts.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
PRODUCE MART
HOLDS STEADY
| N s. A.
New Potatoes Continue to
Come in-Bring Good
Prices.

Little change occurred on the loca.
wholesale produce market Thursday over
prices and conditions OF Wednesday. pro-
duce men in the poultry and vegetable
business declared.
New potatoes from surrounding sec
tions continued to come In on the mar
ket here, and brought the farmer a
slightly higher price than Wednesday.
In some cases as high as 50 per bushel
was paid. according 10 X, Burt of the
Prultt Commission company, bue the
average was nearer Wednesdays price o:
S975.
Hens fell off In price cent a pound,
wholesalers paying is 10 10 cents per
pound.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
DEPARTMENT STORE
BUYER PUTS UP BAR
ON SHAKING HANDS

CHICAGO. Jan. 1f.-OP)-A sign
NO Handshaking, has appeared on
the office door of the head buyer Of
Chicago department store. 1t is
meant for travelling men AID others
on business missions. he says.
The hapdclasp is "blah." 1t wastes
time, and in business is n mock ges-
turc "as silly as rubbing noses" he
continues.
you don't shake hands with your
grocer, your butcher or your baker,
do you? It's the same with me and
the travelling salesman. We're adver-
saries in a sense. We're each trying
for the better end of the bargain
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
WILLIAM c. DURANT
is RESTING EASILY

NEW YORK. Jan. 14.-William {.
Durant. world famous motor manutac-
turer who was injured recently in a
Florida railroad wreck, today was SAID
to be resting easily at the post-sra0u'
ate hospital.
DR.. John Erdman. his family ply
stefan. said he was taken there ito
give him better attention and to pre-
vent him from worrying over business
matterS.n
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
SICILIAN OFFICERS
BREAK UP NOTORIOUS
BLACK HAND GANG

. PALERMO. Sicily, Jan. 14.-P)-
Police Project Mari, who recently de-
.eIared war on members Of the Mafia
|: lRlack Hand) and other criminals
who, for years have terrorized this
island. is believed to have broken the
backbone Of the outlaws resistance.
Salvatore Fcrrarello. most notorious
OF all the mountain brigands and a
fugitive from justice for nine years,
has been brought in by one OF Mari's
posses after he had dcficd the new
project to come and get him.
:. Forty other criminals were captur-
ed. including three lieutcnants Of Fer
rnrcllo.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14

The Book Lovers Group of the
Woman's Club will meet Mt l. O'Clock
Friday in regular monthly session
in the clubhouse. Mrs. A. H. Winken-
hover and Mrs. Herman Hirsch will
be hostesScs.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
LOBO WOLF RUNS AMUCK,
BITES GIRL and MOTHER

Escaping from his pen in the yard
of L. Klinman, 125 San Pedro ave-
nue., pet lobo wolf ended a days
forage Wednesday afternoon by at
lacking Klinman's S-year-old daugh-
ter.
The child's screams brought her
parents to the back yard. They sue
ceeded in rescuing the little girl from
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
BLIND FIDDLER WINS
IN FORD'S CONTEST

PADUCAH. Ky., Jan. 14.-JP-
Blind" Joe Mangum, playing an old
favorite. Listen to the Mocking Bird. "
won first place in the Henry Ford old
fiddlcrs' contest held here. He will
go to Louisville January 20. TO com
pete there in a statewide contest.
Deem had one of the most unique
"viollns" ever seen here. A huge
gourd. with a tight fitting opOssum
skin, comprised the makeup of the in
strument. The bow was made of d
bent tree limb, strung with horse hair.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
The Weather
TEMPERATURES.
FORECAST.

night and Friday. partly cloudy TO
cloudy warmer Thursday night; lowest
temperature about A degrees; light to
moderate southerly winds
East Texas; Thursday night and Fri
day. partly cloudy TO cloudy; warmer
Thursday night except northwest por-
ton: colder Friday In northwest por-
tion; light TO fresh easterly to southerly
winds on the coast.
West Texas; Thursday night and Fri
day, partly cloudy; colder Friday
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
BRITISHERS HONOR
ITALIAN DEBT BODY

LONDON, Jan. 14.-Count Nolpi
and the other members of the italian
debt commission arrived in London at
midnight. They were greeted by ltal.
ian and British diplomats and off
Gals and were accorded a Roman sa-
lutte by the Fascist.
Conferences on the Italian debt
will begin Thursday noon.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
MARRYING SQUIRE
TO TIE KNOT FOR 2

FORT MADISON, Iowa. Jan. II.
R)-.Iustice Joseph Hays, Fort Madi-
sons marrying squire" who has join
ed more than 600 couples in the past
decade, has decided that corn is worth
81 bushel rs far as he is concerned.
lie announced that any couple hnv'
ing more corn than money can promise
10 love, honor and cherish before him,
for two bushels of corn.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
OLD ELECTRIC CAR
HOUSES HATCHERY
by Universal Service.

STERLING. III, Jan. i+.-Dis-
mantling of the Dixon and Eastern
Electric railway virtually has been
completed. Today one of the com
pany's large interurban cars was
transported over the Lincoln highway
on its way to n farm TO be used as u
rabbit hatchery. Others will be used
as summer cottages along the Rock
river
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
PARIS BOURSE.

PARIS, Jan. 14-GP)-Prices moved
irregularly on the bourse today.
Three per cent rentes, 40 francs, 10
confines
Exchange on London. 129 francs. -
confines.
Five per cent loans. So francs 81
confines.
The dollar was quoted at 90 francs.
G5 centimos.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
CHARTERS GRANTED

AUSTIN, Jan. t4.-(P)-Chartered
The Houston Teaming company Crans-
far) Houston: capital stock $40, 600. In
corpora tors: Frank McCurdy. James Dut-
ton and b. +. Mayer.
Chenncll Investment company Hous-
+ W. T-ibble. Frank McNally and J. w.
Neeld. ,..
81 Regis Candies, Inc, Houston; capt.
tai stock sl25O0O. 1ncorporators: Paul
A. Xauthull :, y. Novas and x. T.
Donigan. ,.
Amendments: Planters and Manufac-
turers Cotton Mills. San Antonio. de-
crcasing capital stock from SS.5Oo.Ooo to
$3.50 900. and changing name TO San
Marcos Cotton Mills, Inc.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
SAVANTS GET GOOD
VIEW OF ECLIPSE

BENCOOLEN. Sumatra, Jan. A.
HP)-Observations of the solar eclipse
here this morning were completely
successful, there not being a cloud in
the sky.
Professor ]. A. Miller of the joint
expedition from the Swarthmore and
Allegheny Observatories. said condi-
tons were perfect and that the scien-
lists were well satisfied with the re-
suits.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
SCHW ABS COATS
LAST TWENTY YEARS

CHICAGO, Jan. 14.-LP)-Charlcs
NJ. Schwab has been wearing a shabby
old top coat he likes so well he's going
to take it to Europe with him. He's
no hero to his valet, who has informed
the master that the coat looks a little
bad after being used for at least 20
years.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
LOS ANGELES BLAZE
DAMAGE 100000
BY Universal Service.

los ANGELES, Jan. 14.-The
two-story brick plant of the Los
Angeles Planning Mill company was
burned to the ground in a spectacular
100000 fire here last night.
Several firemen narrowly missed
serious injury or death when the
walls fell in. The blaze assumed such
serious proportions that n third alarm
was turned in.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
AUTOIST FINED $50
ON LIQUOR CHARGE

toxicated, man was fined S3U in
corporation court Thursday, Police
said he ran into an automobile owned
by Il. G. Hassel. 800 East Elmirl
street, that was parked at Mccullough
avenue and French Place.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
FIRE DELAYS CRACK
TRAIN TWO HOURS

CHICAGO, Jan. IA spectacular
warehouse fire delayed departure q
the Twentieth Century Limited for
two hours, and held up other trai-
fic for hours.
The building adjoined the New lotl;
Central right of-way and was mots
than a block long. II was the prop
erty Of the Albert Dickinson Com
pany.
The damage to the building was e..
timated at 100000
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14

the claws and teeth of the vicious
animal.
Mrs. Klinman was bitten once by
the Infatuated beast before she could
carry her daughter to the safety of
the house. The wolf re-entered his
pen after the attack.
Station Officer Emil Braun killed
the animal after Klinman had noti-
fled police Of its rampage.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
THREE U. S. SEAMEN
SCALDED SERIOUSLY

MANILA. Jan. 14.-CP-A burst
ing valve in the engine room of the
L. S. S. Huron. flagship of the
Asiatic fleet. scalded three seamen
seriously today. but it is believed thev
will recover. The vessel was not dam
aged.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
ILLNESS CONFINES
EX-KAISER TO HOME

DOORN. Jan. 14.-Op)-Willam
1lohenzollern. after three operations
for ear trouble, has been confined
10 his chateau for ten days. The
VIII IL are gossiping over the sud-
den death Of one of the specialists
who trcnted him.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
Local Produce
VEGETABLES.

VEGETABLES.
The farmer received the following
prices for vegetables on the san Antonio
Wholesale market Thursday:
Grapefruit. Si.0O44.5O box.
Spinach. so cents bushel.
Tomatoes. sI.5O91.75 per four-baskei
crate.
New potatoes. s275Gs3 bushel.
Turnips. 40 to so cents dozen.
Beets. i0G5O dozen.
onions. 400 soc.
Radishes, 40G soc.
Mustard greens. 40G50c.
Vans. S2.25 per cwt.
Bell peppers. zee pound.
Cabbage. 2lsc pound.
POULTRY.
The producer received the following
prices for poultry on the San Antonio
wholesale market Thursday:
Hens, 1Sql9c per pound.
Fryers, 32gS5c pound.
Ducks I5c pound.
Boosters. ioc pound.
Eggs, si1 crate.
Turkeys. 5oG3ec pound.
Butter, 2Sc pound; packing stock, 1Sc.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
CROKER LAUDS
LAU N D RY
OWNERS
Delegates Will Be Guests
at Organizations An
nual Banquet.

"The Texas Laundry Workers As
ISOLATION is, in my opinion. one of the
best organized bodies of business men
in the state" ]. f. Croker, state la
Dor commissioner, said in an address
before a meeting of the association,
Thursday at the Gunter hotel.
The nineteenth annual convention
of the Texas Laundry Workers asso-
citation opened Wednesday at the Gun
ter hotel and will continue through
Friday.
DIR. I. f. Gates. pastor Of the First
Baptist church, was the first speaker
on the program Thursday. DR.. Gates
delivered an insnirniinnnl address.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
VEGETABLE SHIPMENTS

Texas rollings for Wednesday were 50
cars OF spinach BY freight and by
express. l car of sweet potatoes and Is
cars OF mixed vegetables. cars OF
grapefruit and cars OF cabbage. Total
rollings for nation follow: mixed decidu-
Gus. / string beans, l; spinach. "a; pep
pers. .: pears. .; oranges. 179; mixed
vegetables, 109; grapefruit. 10; caull-
flower. II; celery. 81; sweet potatoes.
so; grapes. /; lemons. 80; lettuce, 143;
mixed citrus. IS; onions. 102; cabbage,
17S: apples 211; white potatoes, 10.
Cabbage at Rochester, y. Y. demand
moderate, market steady. Carloads +. O.
b. usual terms on Danish type, 500 "a ~
per ton. while cabbage at Kenosha, WIS,
is reported market steady, on Danish
type. $50; few sales higher; carloads l.
o. h. usual terms. and potatoes at ldaho
Falls, Idaho, market dull; carloads T. o.
II. cash track on sacked russell United
states No. for shipments 20 California,
S3.25G3.3O: mostly 1924. Sacked white
varieties, no sales reported and carrots
at Rochester, y. Y, demand limited
Practically no sales reported, carloads
(. o. b. usual terms, one-third barrels
mostly S1.S5W zoo.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
DIR. Landlord has returned.

Grand Prize Masquerade Bail AT
Hermann Sons hall given by Anton
Wenzel Lodge No. ia, O. ID. II. s..
Saturday night, January TO, 1926.
Splendid prizes. fine orchestra music.
Bring your friends. Admission %
cents.-(Adv.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
POULTRY AND EGGS.

The poultry market at San Antonio
and South Texas is reported weak. with
d, clining prices on hens ---,-.-
Eggs: Demand light. and receipts very
moderate: North Texas reports STEADY on
eggs fresh gathered firsts, 9lO.oO lV'oo
per case to producers.
San Antonio: Market weak; hens ue-
clined. $50 Eec: Springs about Soc ola
ROSTERS, SG10C live weight; turkeys
a.ound SOC FOR No. is. .,
Eggs; Demand light and receipts mod
crate: fresh gathered firsts around
$I1.OO@11.50. 49,.
large p0091.: springs, 800 Soc: old
ROSTERS 9nIOc; geese around 1913 each;
ducks, use: guineas. cog 55c each; tur-
KEYS. No. Is. sea SAC pound i've weight'
Eggs: Market steady; receipts moder
ate. fresh battered firsts. $lO.OO@ lo'ov
per case to producers. =
5sutter: Market dull; no change ~
prices: packing stock country butter, 70
n a6c mound; creamery a. grade, 46c'
"B" grade. ii@I5c pound.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
VETO FRENCH TAN.

PARIS. an. 14-P)-The finance
committee Of the Chamber Of Deputies
today voted down Finance Minister
Doumer's proposal for stamp tax
on business transactions.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
PET ORPHANACE
Z IS PLANNED
FOR s. A.
Financial Aid Promised to
Provide Shelter for
Homeless Animals.

An institution where homeless dogs,
cats and other domestic animals can
be cared for is being planned by the
San Antonio Child Protective and
Humane Society, according to Miss
Lucy G. Smithcrs, executive secre-
tary.
Tentative plans cali for the cree
ton of a shelter where the animals
caa be housed until homes are found
FOR them, Miss Smithers explained.
II. H. Ochs, recently reelected
president Of the Humane Society, will
appoint committee within the next
few days. however. to further the
plans. With several of the socicty's
members promising financial aid. it is
believed the animal home can be
erected shortly.
UP TO COMMITTEE.
Il also has been suggested the so
ciety cooperate with the city's hog
pound in breckenridge Park. What
course will be followed, however, will
rest with the committee.
!" For years it has been the so
ciety's aim to found an institution for
/ tie care of abused and. homeless ami
mals.- Miss Smithers said.
Numerous cases where animals are
ill-fed and abused come TO the so
ciety's attention each month. And
while there are orphanages where w
can place the children until perman
cnt or temporary homes are secured
there is no institution to keep dogs
cats and horses"
NEED QUARTERS.
People leaving the city as well Il:
others often wish to give their pets
10 the Humane Society, requesting
that homes be found for them.
with suitable quarters to hous'
them. we can carry on this work vi
q much larger scale" Miss Smither'
declared.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
WILL GIVE
anniversary
D A N c {
Semper Fidelis Perfects
Plans for Annual
Entertainment.
CLUB CALENDAR.

. Friday-The Woman's Auxil-
iary to the Old Spanish Trail
meets at 10 o'clock in the Gun
: ter Hotel. The Book Lovers =
Group of the Woman's Club
meets in luncheon session at II
; o'clock in the clubhouse. The
. Chaminade Choral Club meets
at $3.50 o'clock in 521 West
Euclid avenue.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14
TEXAS MARKETS
by Texas Market Bureau.
HAY MARKET.

Hay market irregular, local conditions
governing price changed. New York,
Boston and Pittsburgh easier on liberal
receipts. Chiefly on medium and low
grade hay. Timothy barely steady.
Prairie steady. Glover and alfalfa firm.
No. / timothy: Boston. $3.50: New
York. SIS; Pittsburgh, S27; Cincinnati,
s26.5O; Chicago. $2i5O; st. Louis. $27.50;
Kansas City. $3.50.
No. alfalfa: Kansas City t25; Omaha
5000.
No: l prairie; Kansas City Sli..S
SIS; M.nneapoils. $40.
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14

Horseshoe Inn. formerly Old Barn
Tnn. free dance, Tuesday night. Open
house. Gentlemen must have ladics.
Everyone inyited.-(Adv.)
San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-14

reached greater proportions in a quar-
ter of a century than any other indus
try the world has ever known.
Through selling the public on the
value OF personal transportation, adj
vertiSing has been the economic factor
that made tremendous sales: the tire
mendOus sales necessitated, naturally,
tremendous production, and tremend-
Gus production made possible econ
omics that were passed on to the pub
lie.
THAT this is not mere theory may
be deducted from the fact that motor
ears cost 20 per cent less today than
before the war. Commodities in get-
eral cost 81 per cent more. | dare say
that the motor ear is the only com
modify il the world today that can be
purchased for so much less than be-
fore the war.
Quantity production has made this
possible. Advertising had made guam
tity production possible.
This applies 10 other lines Of com
modities as well as the motor car. i
know tremendously popular brand
of toilet soap that could not be pur-
chased for twice its price if there
were not nationwide demand for II
the demand making possible guam
tity production. The same thing an
plies to n well-known brand of soups
and vegetables. And these two con-
panies spend more for advertising
than n very large number of motor
car companies.
'If it is profitable for these two
companies to spend millions OF dol
lars annually to advertise commo l.
ity that sells for 10 cents, why ism
il most economical for automoDllt
companies to spend millions annually
on product that sells for Slooo
more or less?
"Everything in the world is cori-
narrative. A mouse is only small whe1
compared to an elephant. n nous
looms very large when compared tc
an ant. -,
so. likewise. are selling costs CO
lucrative. The cost of selling should
be considered in relation to the price
received. COMPARED with the NUMBER
Of ears sold and the amount receive
for them the advertising approprla
tion of the large motor car compaar'
per car is small"
Cartoinly no one could sell me al
o,tomobile or any other product o
Importance without tirSt cohNlnci"'
me that the product is q. N
Advertising. we thus see, Is the h''
to our pockets.
! Copyright BY B. c. FORBES