Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1926-03-08
I'm GU r
VALLEY


Parts Of its equipment. and added
pew parts, permitting it to become
IN eight-column newspaper. Today
ne Herald leaves the time -honored
leven-column field and becomes a
kewspaper of standard eight-eolumn
size.
The Herald is the first daily news
faper south of Houston to enter the
field. II cannot say.
owever, that il is the first eight
olumn newspaper in this territory,
Tor that honor goes TO the weekly Ed
f1burg Review, which installed new
plant few months ago and seized
he opportunity to start off with
light column equipment.
Not only is the type page wider
fcross the paper. it is also longer, for
liepth has been added to the page.
Margins of white have been reduced
70 the minimum, permitting the wild
ming and lengthening OF the type
page.
This change in The Herald has been
pm contemplation more than year.
I'm that time there have been many
changes in The Herald, few of which
pave been observable to the casual
eader. perhaps. Mostly the changes
fave been in improved mechanical
Equipment Slowly they have become
Ypparent in the appearance of the pa
Der. The most apparent of all the
hhanges, however, will be that which
,s being made today.
The Herald is continuing its policy
bf endeavoring TO give the Lower Rio
lGrande Valley the best daily news
paper possible. The better the pa
tronage Of the advertising columns,
khe more the readers, the better the
paper will be. The Valley is entitled
20 n first-class newspaper, and il is
khe purpose of The Herald to be that
kind of newspaper, just as soon as its
means will permit. A newspaper, like
amy other business, grows slowly and
lin proportion TO its resources.
A There isn't an angle to newspaper
publishing that is not expensive.
1 Every department has an outgo there
are only two avenues of income, the
bulk of which is from advertising, and
much less amount from circulation.
III Here is a letter from Mr.. and Mrs.
28c. A. Stowe, 1921 Maury avenue. st.
| Louis:
Il am enclosing my check for 81 30
ylfor that much Of The Herald. Ny
fwife and ! recently visited your fine
lefty and the Valley and were greatly
ssurprised and delighted TO find ev-
tkrything so wonderful. The writer
rInever saw such fine soil before and
idoes not believe its equal is to be
\ Hound anywhere else in the United
| States.
I'VE were so impressed with the
fine fruit. vegetables. climate and soil
that we invested in n small block OF
about twelve acres in the FL Jardin
addition and expect to build home
on IL little later.
81 have been in Florida and think
Athe Valley has it all over Florida, and
when the country becomes acquainted
your wonderful resources and
advantages there will be a wonderful
influx from all over the country. So
get ready for il. We are"
u Corpus Christi is preparing for its
advertising campaign for the summer
I of 1926. Advertisements extolIing the
tvirtues of the Corpus Christi climate
land seashore will appear in newspa-
spers throughout the Middle West
these papers having a combined cir
i,ulation Of something like 12,000.00O,
or about one-tenth the population OF
the United States.
Some of these days the entire coun-
Htry from Corpus Christi to the mouth
3of the Rio Grande will find it to its
advantage to advertise as a unit. in
stead Of individually, by towns or
counties.
The Valley Is pretty small in area,
when you think Of il in terms Of the
Florida growth Seventyfive miles
east and west, and from Is to 90
miles north and south is not much
territory when compared with Florida
A and its immense stretches Of ocean
shores.
La Feria is not staying behind when
n comes to the matter Of fire pro-
lection for its property.
Citizens contributed $1,000 toward
Ethe purchase of hose and chemical
,truck. and the equipment has been
ordered, to be delivered withi.- SIX
N weeks.
With fire departments like those Of
brownsville, San Benito. Harlingen'
Mercedes, McAllen and Mission avail
able. and a high class road connecting
all. il will be possible Mt all times
20 assemble fire fighters enough To
combat any sort of a blaze.
Provided, of course. the towns are
standardized as to plugs
A ten-acre tract owned by DR.. L. r.
Scott ola Feria was sold the other
day to G.. H. Lingle of La Feria and
Frank Butler of Chicago.
The deal included an eight-aere cit
rus fruit orchard, and the price paid
was $4,000.
A short while ago citrus fruit or
chnrds sold ct $1,000 an acre. Now
price Of $500 an acre is not unusual
They are climbing. Before long they
! VIII be going at $4,000 an acre and up,
n audRinr by past performances, ana
II there are many for which the owners
u vsnId not consider even that amount.