davidaulloa/AmericanStories huggingface dataset:
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
GAIN IN NEWSPAPER
ADVERTISING SEEN
Use of Local Media Is Rec
commended by Noted
Economist.
Special Dispatch to The Star.


NEW YORK, September "A large
increase in newspaper advertising is
forecast by Gage P. Wright. editor of
the Business Economic Digest and New
! York business counselor, who has ad-
vised his clients that prospective bust
ness conditions practically require such
redistribution of advertising funds If
advertisers are to take the fullest ad-
vantage of such business recovery as
may be in store for this country in the
near future. Mr.. Wright said he based
his opinion upon the convictions OF
many business men with whom he had
conferred recently.
Business conditions are spotty, to
say the least, at the present time" said
Mr.. Wright, and there is every reason
to believe that improvement will be
equally spotty. with returning prosper
ity making itself evident sooner in some
places than in others and with more
intensity here than there.
Concentration Favored.
Common sense indicates the wisdom
of concentrating advertising in the
favorable spots rather than spreading
1t uniformly over a variety of fields,
only few of which are ready for culti-
walton This means nothing more or
less than the concentration of adver-
Using in newspapers, methods of dealer
help, and direct mail advertising
Periodicals OF national coverage may
easily increase their calculations with
the first signs of returning prosperity,
but Of what use to the advertiser is
coverage in territories which have not
yet regained their purchasing power.
Mr. Wright said that, in forwarding
this advice to his clients. he has called
attention to another element which
must be kept prominently in mind in
wisely adjusting an advertising cam
paign for the near future. This is the
relative size of the potential markets
which may be presented. II, for ex-
ample, business is reported on the up
grade in Nevada while still depressed
| in New York, an increase of advertising
| in Nevada Is indicated. together with a
decrease of the sums expended in New
| York.
Local Media Urged.
| cat the same time, the wise adver-
! tiser must not lose sight of the fact
that all the business of Nevada would
| comprise but small part of that to be
expected from New York and he must
| not make the mistake Of increasing or
decreasing his coverage to too great a
! degree. What is chiefly essential Is
| that he divert all his advertising ex-
penditures to local media which will
reach intensively just the markets he
seeks without wasting EFFORT IN nelds
| where little, If anything, is gained,
said Mr.. Wright.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04

of hours have been consumed. Those
completing the course will receive a
certificate from the National Institute
of Credit.
The Educational Committee of the
association consists of Arthur j. Linn,
Federal-American National Bank &.
Trust Co.: E. L. Mcintosh, Frank Hume,
Inc. Felix Moriarty. E. Morrison Paper
Co, and M. M. Watson, Dulin g. Mar
tin Co.
at the meeting of the association,
held at the Raleigh Hotel last Tuesday
the following members received certif-
Gates of completion from the National
Institute of Credit: E. A Brown
Thompson's Dairy; E. L. Mcintosh
Frank Hume, Inc; w. w. Weidman
Doubleday-Hill Electric Co.; Louis M
Hewlett. Griffith Consumers Co.; M. D.
Esch. Hydraulic Press Brick Co.; j. M
Rodgers, Edmonds Art Stone Co.; Fred
McClanahan. j. Carey King. Inc.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
INCOME RETURN RISING.

NEW YORK, September Especially
The decline in the market this week
has lifted the return on listed dividend
paying stocks about "a of per cent or
to an average above per cent. During
August the average return declined
when stationary prices were Offset by
dividend reductions. The highest
average dividend yield was that of last
June, when stocks were not only at
their lowest prices of tine year but there
were scores of dividends that still held
at the old rates.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04

nittee to handle
the prep aratlon
and supervision of
the annual budget,
which amounts to
a ppr.oX m a tely
$40. 900. Frank NJ.
Perley Of the
American Security
& Trust Co. has
been made chair
man of the COM
nittee.
The ether mem
bers include T.
Hun ton Leith,
Security Savings &
Commercial Bank,
I. j. Roberts, Riggs
National; Robert
A GiSCap Wa Sh-
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04

an c q u { a / iOIldl
angle. AS already
noted. John A.
Reilly. vice presi-
dent of the Fed
eral-American Ma
tional B a n k &
Trust Co.. will con-
duct a course In
commercial ] a W
which will deal
prim a ily with
legal subjects OF
vital interest to
the credit e xe C =
utive. Glasses will
b e held every
Tuesday evening
beginning Septem-
Der %. until the
YA-ac ariI,al tz,,x,aho~
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
STANDARD OIL MERGER.
NEW YORK. September 4 (SpeS

NEW YORK, September Especially
Standard Oil of California and
Standard Oil of New Jersey shares con-
tinue to suggest an even exchange in
the contemplated merger. It is a ques-
ton, however, whether holders Of the
former will be willing to give up the
benefit of their larger dividends for the
greater equity said to exist under
Standard Oil of New Jersey shares. The
merger will undoubtedly meet with OPP
position, as did that of Standard Oil Of
New York and Vacuum Oil. Eventual
~ it is believed it will go through.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
DIVIDENDS DECLARED

NEW YORK, September 4 o.
Initial
Pc Fay Hldrs of
Company. Rate Rod able record
Jer Cen Pow L
5laro .sl.s71a @ Oct. Sep 10
Reduced.
FLEET Am NIB (Ind) $3.50 @ Aug. 81 AUG. 81
0konite Co. ...,..sl @ Aug. / July 40
Shuckert IL Co. .1ire >. ........ .......
Omitted.
McKeesport Tin Plate. SOC Elk Due Oct. !
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
CHICAGO DAIRY MARKET.

CHICAGO, September 4 LP).-Butter.
1929, firm: creamery specials t93
score), 30a30i2: extras (92 score). 2912 !;
extra f1rsts (9o-9l score). 2712a28l y !;
flrsts $3.50 score). 25a26: seconds
t86-s7 score), 22a24; standards go
score centralized carlots), 80 Eggs,
$500. steady; prices unchanged
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
POTATO MARKET.

CHICAGO. September Up Omitted
States Department of Agriculture
Potatoes, II, on track PAT; total
United States shipment, 1875; dull,
trading slow: sacked, per hundred
weight, Wisconsin. Cobblers. LOCAL 05:
few ITO; Minnesota, GOAL 90; early
Ohio's, 80a90; idaho Russets No. /,
1.7oa1.so; Commercials. 1.25a1.3S
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
U. s. TREASURY BALANCE,

The United States Treausry balance
announced today as of close of BUSH
ness September q was $l25,255. 728 81.
Customs receipts for the month to date
were $l,72lsAQ3.7s. Total ordinary ex-
penditureS were $l0,66S, 438.90
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
PARIS B0URsE PRICES.

PARIS, September 4 (E).-Three per
cent rentes. 80 francs 40 centimes.
Five per cent loan, 104 francs 80
centimes.
Exchange on London, 1913 francs 95
confines. The dollar was quoted at
Is francs 50H confines.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
PERLEY WILL HEAD
ALB. BUDGET WORK
Committee Appointed to Pre-.
pare Annual List of Chap
ter's Expenses.
BY EDWARD c. STONE.

Aubrey Q. Doo,ey, president of WASH
ington. Chapter, American Institute OF
Banking, today announced the ap-
pontment OF a special Finance Gem
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04
CREDIT MEN PLAN
FOR ACTIVE YEAR
Educational Committee Arranges
Law Course and Makes Awards
to Graduates.

The president of the Washington As
ISOLATION of Credit Men. Charles w.
Clayton, is looking forward to a par
ticularly successful years work from
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-04

Continued on Pase a.
Imperial Valley press., 1931-05-14
Maryland Woman
Happy Now
LOSES S. POUNDS

Edith j. Marriott of Baltimore,
Md, writes: Last winter I weighed
200 lbs. and was very much asham-
ed. 1 bought a bottle of Kruschen
Salts which gave such wonderful
results I bought more. After 4 bot
ties I weigh las lbs. and all my
friends say, "How slender you've
gotten--how did you do it?" I say
only 4 words-thanks to Kruschen
Salts"
A generous bottle of Kruschen
Salts that lasts weeks costs but
85 cents at Clements Drug Store
Valley Drug Store, Shirer Drug Co.,
or any drug store in America-takt
one-half teaspoon in a glass of hot
water every morning before break
fast-cut out pastry and fatty meats
go light on potatoes. butter, cream
and sugar-that will help Kruschen
take off your fat.
Take Kruschen every morning
it's the little daily dose that does it
If not joyfully satisfied after the
first botVe-money back.-Adv.
Imperial Valley press., 1931-05-14

plans and will probably return in
September.
A pleasant Sunday was passed
in the cool mountain climate of
Julian by several people from this
district. Mr. and Mrs. F. w. Paine,
Mildred, Dorothy, and Caroline
Paine, Mr.. and Mrs. John Lloyd
Lydick, Don Lee and John Lloyd
Lydick Jr., Miss Mary Slaton, and
j. Bryan Lydick motored up to the
mountains. In Julian they met Mr..
and Mrs. Henry Feeler, Elizabeth
and Franklin Feeler, DR.. and Mrs.
Hildreth, and their grandson, War
rem. They all took picnic lucheon
to Cedar creek nearby where they
enjoyed a pleasant afternoon. Mrs.
Lydick, her two sons, and Miss
Slaton went on to Riverside by way
of San Diego and the others from
the valley returned via Kane
Springs.
Callers on Mr.. and Mrs. Merit
Imperial Valley press., 1931-05-14
BY MILDRED PAINE
Press Staff CORRESPONDENT

Both the boys and the girls of
the McCabe All Clubs met at Mrs.
Fred Sunstrom's home on Saturday
as guests of Mrs. Sunstrom and
Mrs. I. Thanner, advisors of the
girls organization. The entertain
ment at the party, which lasted the
entire afternoon, consisted of vari-
Gus games. Prizes we're awarded to
the winners of these games. Re-
freshments, small favors and bal
looms were given each youthful
guest.
Those who accepted the advisors
invitation we're: Frances Lydick,
Frances Sunstrom, Georgetta
Townsend, Virginia Lydick, Gene
Wagner, Jean Veliquette, Betty
Veliquette, Hazel Townsend, Buster
Hieme, Bertha Won Allmen, Ber-
nice Goss, Madeline Miller, Fern
Hieme, Lothorn Pippin, Johnnie
Thanner, Jean Thanner, Raymond
Veliquette, George Miller, Rosa
Burch, Cathleen Wagner. Earl
Pippin, Caroline Paine, Margaret
Layne, Mary Frances Hoppin, Mrs
Fred Veliquette, Mrs. Harry H.
Hoppin, Mrs. j. p. Wagner.
Calling on Mrs. Shirley Gillett,
May 10, were Mrs. Lila Steinmetz,
her infant son, Jerry, both of Ajo,
Arizona, and Mrs. Caudle, of CAL
exico.
Mr.. and Mrs. Ernest Coomes en-
tot f,.;ny,Ic rt,ttI n
dinner on Sunday. Their dinner
guests were Mr.. and Mrs. George
Bradshaw, Helen and Joe Brad
shaw, Mr. and Mrs. Millard Frost,
Lorraine, Betty and Celeste Frost.
Mr.. and Mrs. Lorenzo Osa were
hosts at large dinner party on
Sunday last. They asked many
friends from Los Angeles, Heber
Calipatria, Imperial, Ell Centro and
McCabe After dinner the guests
danced and played cards.
The weekend was spent in Holt
vile by Miss Blanche Thompson
who visited Mr.. and Mrs. Walter
Wydell
A farewell dinner was given Mr.
and Mrs George M. Austin on Sum
day by Mr.. and Mrs. G. S. Wago-
ner. Other guests were Mr.. and
Mrs. ]. p Wagner, Cathleen, Gene
and Russell Wagner, Mrs. o. r.
Combs, LaVina and Jackie Combs
Wee Glenn Stall celebrated his
second birthday on May IL with a
party of few relatives and friends
given by his mother, Mrs. Frank
Stall. Delicious strawberry cream,
angel food and layer cakes were
served each guest.
Those present were Mrs. Margue-
Imperial Valley press., 1931-05-14
TELLS HOW TO GET RID OF
RHEUMATISM IN 48 HOURS

leaving deposits SO deep seated that
they cannot be reached-this often
means that the takers of drugs for
relief only are disabled for life.
If every person who is afflicted
with r h u m tic manifestations
would start at once to get the uric
acid out of the blood-it would per-
haps mean the avoidance of Grip
pied joints in years to come.
This can be done by taking one
tablespoonful of Allenru three times
o day-Allenru acts on the blood
and drives from it the uric acid
that causes your rheumatic agony,
and does it in 48 hours.
You can get a generous bottle of
Allenru at Clements Drug Store or
any progressive druggist for 85 cents
take it with every assurance that it
is a real enemy of uric acid-and of
rheumatic conditions-and bear in
mind, if it doesn't do as advertised
money back Allenru is just as
good for sciatica.-Adv.
Imperial Valley press., 1931-05-14
Banana Thief Is |
Given Sentence

Manuel Bega's taste for bananasI
yesterday afternoon sent him TO jail
for 60 days, after Judge l. Mayfield
sentenced him to serve 30 days on
a charge of petty theft and 30 days
on a charge of breaking into box
car.
Bega was arrested by city officers
just as he was leaving a box car
on the railroad tracks with a bunch
of bananas clasped tightly In his
arms. He pleaded guilty to both
charges preferred against him. al
though he told Judge Mayfield the.
box car was already open when he
entered It.
Officers are checking Bega's fin
gerprints on the chance he may be
wanted elsewhere.
Imperial Valley press., 1931-05-14
Big s Ounce Bottle
For Only IS Cents
1T is GUARANTEED

CT Thousands of well meaning people
s'e taking the chance of being
0 ippled for life with rheumatism.
When a rheumatic attack occurs
they seek TO deaden the pain with
handy relievers-a method that
usually ends with disastrous results.
Every rheumatic sufferer knows
hat painful, swollen, inflamed
joints and muscles are caused by
an excess of uric acid in the blood.
When you drive this troublesome
uric acid from the blood you are
getting rid of the cause of rheuma-
tism-relieyers won't do this.
While you are taking the nerve
relievers the uric acid con-
tinues to penetrate further and fur
ther into the joints and tendons
Imperial Valley press., 1931-05-14

this district to represent the Ell
Centro high schools organization of
the F. F. A. at San Luis Obispo,
returned home on Sunday after
being gone for four days. Although
they did not win high place in
the State Final Judging contest,
they did win eighth place. The boys
were Orville Spear, president of
the chapter of the organization
here, Fred Veliquette, and Gilbert
House.
Miss Cleo Coomes was among
those from McCabe who spent
Sunday in Jacumba.
Mr.. and Mrs George NJ. Austin
departed on Monday morning Tor
the coast and the northern part of
the state, where they will spend
their vacation. Although they had
not planned to return to the val
ley, they have now changed their
Imperial Valley press., 1931-05-14

Cox and family on May we're Mr..
and Mrs. Fred Swingle, El Centre
residents.
Miss Berta Mae Grandey was a
house-guest of Miss Myra Bell
Spear at the Frank Marion Spear
home on Monday night.
Mrs. Anna Paine spent Sunday
and Monday with Mrs. Jenny Nor
retti in Heber. She returned Mon
day evening to the F. w. Paine resi-
depce. where she is a guest.
Miss Mary Agnes Thompson ac-
companied Mrs. Lloyd Massey, of
FL Centre. Mrs. Dell Maynord, Holt
vile. and Mrs. Ben Condit, also of
Ell Centro, to Fullerton recently to
see Mrs. Massey's son, Carl Jones,
also Bud Conditt, and Joe Clegg,
who are in the hospital there due
to injuries caused in an auto wreck.
Imperial Valley press., 1931-05-14
SunkiiSt
ORAN GES
LEMONS
GRAPEFRUIT

WHAT THE EXCHANGE IS: The California Frui,
Growers Exchange is nonproht organization gilmore than
250o citrus fruit growers producing 75S of the Cal
orna and Arizona citrus crop operated by and for them
cooperative basis Its object develop the national
and International market for its Oranges Lemons and Grape
fruit and provide marketing organization that will sell
the fruit of its members advantageous and least
expense Receipts from sales less only actual cost of opera
aton returned growers. Applications received
through all the Exchanges 2l4 local packing associations,
% District Exchanges the central Office in Los Angeles
Imperial Valley press., 1931-05-14

Hugh Armstrong, a future farmer
of Brentwood. Contro Costa County,
reports the birth of a calf to a
free martin" heifer.
Imperial Valley press., 1931-05-14

other fresh fruit industry in the world has sales
facilities comparable to those of the Califor
mia Fruit Growers Exchange Without them,
none can 5bOw comparable returns.
~
Interested non-member growers-Learn the
facts The manager of your nearest District
Exchange or Exchange Association will be
glad to answer your questions and acquaint
you with the many reasons why over 1870 Of
California and Arizona citrus growers find Ex-
change membership profitable. Or write,
Growers Service Bureau, Box $780, Station c,
Los Angeles, California.
Imperial Valley press., 1931-05-14
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Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-07-19
Vaudeville s Hone.

|ONE of the busiest places in the world
today, especially in the theatrical
or amusement business, is the new Fam
chon and Marco studios on Sunset bou-
levard, Hollywood, Calf.
Having engaged to present their stage
shows in Is more leading theaterS, Fan
chon and Marco have added hundred
more people to their studios to have
the ideas" ready to open in the cities
on schedule time. There Is to be
night shift as we'll as day from now
until they have from 40 to so ideas
moving over the circuits from the Pa
cific to the Atlantic. Then one idea
will be turned out each week in its en-
tirety, which means six or seven vaude-
vile acts, IA to 10 Sunktst beauties and
a carload of beautiful and appropriate
Each Fanchon and Marco idea car
ries from 20 to 40 people. The straight
vaudeville ideas have fewer people than
the ideas with the Sunkist beauties.
Ziegfeld, Carroll, White and other
producers have not turned out as many
productions in their whole careers as
have Fanchon and Marco in a single
season. Their plan of production Is
something like Henry Ford's plan Of
building cars. The ideas" are started
in a building at one end Of the studios,
which covers $4,000 square feet of space,
and when 1t reaches the opposite end it
Is ready to be sent to the city that is
to open it. -
savers to vaudeville performers, who
have not had consecutive work on ac-
count of the talking pictures for some
time M
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-07-19
Sylvan Theater
Chinese Operetta
"THE FEAST OF ST LING CHI" q

"THE FEAST OF 81 LING CHI a
Chinese festival operetta, pre-
scented by boys and girls of Neighbor-
hood House, with group of colorful
folk dances, will be featured as the
third event in the series of Summer
Friday evening Of this week, at 8
O'Clock.
An unusual added attraction will be
the lrSt Washington appearance in
concert of the 18th Engineers Band,
from Fort Humphreys, Va.
Under the direction of Mrs Clara D.
Neigh, assisted by Miss Erba L. Birney
and Miss Lena Barghausen. all of
Neighborhood House, the program will
be made up of colorful tableaux, I'M
usual folk dances and delightful songs,
with children ranging in age from three
years to Is. More than rs boys and
girls Of this city will be seen and heard
This program is given under the d.
rection of the Community Center De-
partment and the Office of Public
Buildings and Public Parks of the Ma
tional Capital, with the assistance Of
the National Capital Civic Fund.
Stage and lighting effects are under
the direction of Harold Snyder. Boy
Scouts will serve as guides and uShers.
Special arrangements for parking auto
mobiles have been made by the Park
Police, directed by Capt. Ray c. Mont
gomery.
Chair privileges are obtainable at 25
cents each at the Sylvan Theater Fri
day evening, or in advance at the Com
munity Center Department, A. A. A.,
the Willard and the Washington hotels
The vast hillsides will be open and
free to the public for all Summer festi-
val programs which are arranged by
Mrs. Marie Moore Forrest for the Com
munity Centers of the city.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-07-19
Made in Washington.
FERMENTATION. except in yiolatio,

FERMENTATION. except in violation
of the eighteenth amendment, is
generally a sign of progress. and the
Fox Theater is seething with it now.
They are making a local revue in
which Washingtonians are TO be fea-
tured-a distinct sign Of progress.
Additions to aid in the selection Of
the performers, according to the an
nouncement, will begin tomorrow morn
ing at o'clock, and active rehearsals
will start August z.
This made in-Washington revue Is
to comprise from Is to 20 girls, in ad-
dition to the principals, who will be
trained under the personal supervision
Of Manager Harry Crull, and Helen
Kearney and Margaret Oulahan are to
supervise and train the dancers.
Both men and women will appear
in feature and line numbers,
Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-07-19
Searching High and Low
For Suitable New Plays
Several American Producers Go to Europe for
Material-John Golden Receives $500 Play
Manuscripts Each Year.
By Percy Hammond.

nually, Of which he only reads the
wheat as separated by his assistants
from the chaff. This amounts to one
play a day for 365 days in the year,
a task as difficult approximately as
eating 80 Holsters in 30 minutes. Why,
1 asked him, do you thus sacrifice your
self to manuscripts when you might
shore, hobnobbing with the idle drama
critics? II have a theater," he an
swered. land theater without a play
is as useless as race track without a
horse" ! gather from my interviews
with Mr. Golden and Mr.. Hopkins that
the millions of burgeoning American
playwrights get fair deal from such
Broadway producers as are able to read.
Their works are not thrown unread into
the waste basket, but are examined
thoroughly for probabilities. Mr.. Hop
readers and he reads all the shows that
are sent to him. Like the camel he is
patient with the deserts thirst and
toll; and he has been fooled occa-
sionally by honest thought deceptive
mirages.
SEVERAL naive subscribers have sug-
- gested recently that my comments
upon the Broadway performances
should be more constructive. that I
should advise the playwrights how to
write, the actors how to act and the
directors how to direct and the pro-
ducers how to produce. It is their
belief that I should build rather than
rae. A reviewers duty, they say. is
to art, not to its patrons. and that he
should concern himself exclusively with
helpful improvements upon a play and
its players, neglecting the immediate
welfare of his drama loving subscribers.
excuse myself to these protestantS by
saying that in my many years of writing
about the theater. no hint of mine has
ever been taken by an actor or a dram
atist. In my time I have told Ethel
Barrymore how to act the plays of
Ibsen, Barrie and Pinero I have given
instructions to Mrs. Fiske. Katharine
Cornell, Helen Gahagan, Richard Mans
field, William FaverSham, Otis Skinner
and Otto Kruger. 1 have suggested
that supports should be put under the
uncertain architectures of Galsworthy,
Shaw. Eugene O'Neill and Sidney
Howard. But my words have been as
voice whispering in a jungle. The
only time that my sentences ever had
an effect on the theater was in a pro-
duction by the late Jack Donahue /
objected when a burlesque undertaken
affixed a bow of crepe to a pictured
jezebel. Mr.. Donahue omitted it at once,
sent me a telegram of apology and
thanked me for having called the flaw
to his attention. 1 ask the other New
York drama critics If they have ever
made bad play better or a good play
perfect by their exhortations? The
producers, the dramatists and the rJay-
ers regard the critics as obnoxious pests.
upon whom no value is to be expected.