davidaulloa/AmericanStories huggingface dataset:
Evening star., 1931-11-29

transgressors is invarianry hard. The
Bronx cheer is his unfailing lot. The
public wants its foot bali, but wants
it right.
The 1881 season has had its full share
Of upsets; and these make for foot balls
permanence in popular affection. It
is not well that team should mount
into the invincible class. The honors
and glories of foot ball should never be-
come the monopoly of any one college.
All the world likes a winner, but it
likes a winner who loses occasionally,
too. Live and let live is a good rule
for the gridiron, as in the less thrilling
walks of life.
Evening star., 1931-11-29

advertising policies than on any other
single topic.
Three firms reported special efforts to
develop new or additional uses to which
their products could be directed, while
10 placed most emphasis on training
and directing OF statesmen and five
made adjustments in territory and
studied their markets more closely.
Seventeen concerns made intensive
market research and found many in
ef1ciencieS. Three textiles firms learned
that their research found new Gus
toners for them; a paper company be-
lieves that its efforts to find what its
customers wanted enabled it "meas-
urably to exceed its sales of 1929" The
Steel Founders Society of America was
surprised to learn that 76 per cent of
it's customers looked for quality first
and only per cent named price as the
first consideration in purchasing"
X X
Quite a number of trade associations
reported that they had enlisted the De-
partment of Commerce In making sur
yeys of their distribution, markets and
sales costs. Seventeen firms believed
that greater cooperation with the
wholesalers and retailers who dis
tributed their product helped them to
maintain sales volume"
In cooperation with the Department
of Commerce, the industries Of marketing
devices, blue prints and confectionery
analyZed their sales costs and discov-
cred "the unprofltableness of small
orders, the cost of selling classes Of
goods by territories by salaried and
commission men and the cost Of re-
turned goods" In four cases extension
of credit aided firms to maintain sales
volume and in four others exports,
chiefly to Europe, saved the situation.
Reduced prices and improved sales
service are reported to have helped in a
number of cases, while the following Of
style trends is given as the reason for
success in four others.
In fourteen cases, including manufac-
turers of pianos, steel products, foods,
railroad equipment, electrical appli-
ances, brass products, clothing and
machinery, diversification Of products,
adding new lines, was reported as being
unexpectedly profitable"
ECopyrisht 10e&l .-i-4-I---
Evening star., 1931-11-29

the ladies with meI1iduous finn names
and the handsome gentlemen playing
opposite them and demanded better
rather than more costly films. A change
occurred in film finances when the
talkies replaced the silent pictures, with
numerous shifts Of personnel as the
vocal accomplishments of the old-time
favorites proved inadequate for sound
reproduction. Still there was some adj
vertisement Of big sums, especially those
paid to authors. Not long ago well
known British writer rang the bell, as
it were, with an engagement at sum
well over S1oO.0Oo for services at Holly
wood which consisted of sitting around
waiting for some one to do something
with his fiction, which was never done.
This bit of extravaganza brought the
matter of film costs to a head, and now
the pruning knife is being applied, as
the Hollywood dispatch reveals.
The public is not particularly inter-
ested at present in what the films cost.
It does, however, want better films, more
originality, less repetition of thread
bare schemes, better acting and, despite
the continuance Of certain percentage
Of favor shown to libidnous productions,
cleaner and more wholesome entertain
ment on the screen. Salary cuts in the
studios may not in themselves effect
these improvements, but that is a mat
ter that concerns the stockholders. II,
with a lower pay scale, the studios can
turn out better screen stuff, the public
will rejoice at the economy.
Evening star., 1931-11-29
HORSES, HORSES, HORSES!
BY FREDERIC ]. HASKIN.

jitters. With f1end-driven taxicabs
skidding past its hooks and Bellevue
ambulances brushing its nostrils, it must
maintain the aloof dignity of New
York motion picture house usher. Moth
ing may be permitted to disturb its
calm. Until, at a word, touch Of .
finger on its neck, it is instructed
through the freemasonry of man-on-
horseback and horse to project itself
smoothly and swiftly into some emer-
gency. 1t moves with the grace and
speed and surety of a well-aimed torpedo
in the hands of an able gunner.
1t may be that it is on park duty
where the quality of the town go rid
Including beginners in both quality
and riding-and there is a runaway.
Like flash, and scarcely needing an
admonition, the pretty beast is after
the frightened fugitive. There usually
is a happy ending, sometimes with ex-
tensions into the social world as
o. Henry or somebody has related.
Perhaps most remarkable is the
schooling which enables an officer to
dismount to perform foot duty for the
time being. Without tying, the horse
will stand where it is left. Trucks,
screaming anbulances. shining lin
cuisines, and belching fire engines may,
rush by like bats out of hell, but the
graduate of the Brooklyn Police School
of Equitation stands quietly where 1t
has been left.
The equipment is simple. The horse
wears a half-McClelland saddle with
lower pommel and cantle than Army
saddles or cowboy saddles have Beneath
is a leather saddle blanket, felt-padded,
with gold-yellow border and, in the
corner, a highly polished brass medal
lion, two or three inches in diameter,
bearing the proud insignia of the New
York Mounted Police. On the off side,
in a sort of pistol holster, hangs night
stick, or billy, as it sometimes is famil-
iarly called.
No Furnishing Curb.
The bride is natty. But aside from
headStall of the same gold yellow
that borders the saddle blanket there
as nothing but plain sound leather. It
is straight riding bride with curb
and snaffle, but no chain on the curb
because any horse that might reuuire
that Furnishing pinch would be no horse
for the streets of New York. The btsS,
be assured, are polished like a duchess
silverware.
Nor are the men of the New York
Mounted Police to be neglected. They
are splendid crew. There are seven
squads in command of an inspector, A
large number of them are former United
States Cavalrymen who have served one
or more enlistmentS in that somewhat
grim school. They sit their horses like
the Twelve Peers of France and between
them and their mounts there is that
sort of perfect understanding which
rarely Is found among men this side
of Paradise
Their uniforms are not reSplendent.
They are of the same decent blue that
the footmen of the force wear, saving
and excepting the item that they wear
polished black puttees and cleaning
spurs. They seem as handy afoot as on
hol olseback-unlike many cowboys who,
of their mount, are i'll at ease
Evening star., 1931-11-29
A SAD OMISSION
BY THE RIGHT REV. JAMES E. FREEMAN, D. d. ILL., D.
Bishop of Washington.

that were given to mankind by Jesus
Christ. 1t is one thing to saw that to
give a child an idea of the sovereignty
of God robs him of the sense of self
dependence; it is quite another thing
to so exaggerate his sense of self-de-
pendence that he is no longer conscious
of the need of that direction and in
Spiration which inevitably proceed from
reliance upon a superior power.
We wonder whether those who are
neglecting the elements that contribute
to the enrichment of character would
like to have their children brought I'D
in communities where there were no
institutions that stood for and wit
messed to high moral and spiritual
ideals. What would be the situation in
cities large and small If all such in
stitutionS were abandoned, all those
finer and nobler spiritual ideals for
which they stand forgotten and where
the only incentive to service of any
kind was profit and the qualification of
selfish desires? There may be many
defects in our religious institutions, de-
fectS that are worthy of the most seri-
Gus consideration at the present time,
but imperfect as these institutions are
they constitute a distinct asset in our
social and domestic life, and we are
coming more and more to realize that
LLley InuSL De IeCkOIleu WIFI III any con-
sideration Of our political and economic
problems.
A great modern writer has said that
"unbelief is vacancy" and in doing so
he suggests q situation that is unin-
viting and unappealing. A distin-
guished Judge in a recent remarkable
statement declared that the juvenile
crime wave that is sweeping over the
country, more pronounced than it has
been at any period in our history, is
directly traceable to parental neglect of
those moral and spiritual values that
long experience has proven are indis-
pensable to right and wholesome living.
This Nation would be in a bad way and
its outlook would be more serious than
it is were the homes of the land to
ignore or neglect the moral and re-
ligious training of the youth.
Evening star., 1931-11-29
Text. Enhesians. ii.12.
We read recently from the pen OF

We read recently from the pen OF a
gifted woman the following criticism OF
a certain new book that graphically
told the story of the ways, habits and
devotional life of little children. "A
great many children today are brought
up without ever hearing of God Mine
among them" The contention of the
writer was, ITO introduce a small child
to the idea of an omnipotent Father
may easily rob him of his self-depend-
ence."
We confess that such statement
suggests a tragic and lamentable Situa-
ton. Looking back over my own life,
find among my earliest recollect1ons,
and indeed among the choicest treas
ureS of memory, the training my moth
er gave me in the plastic days of my
youth, and in this training nothing
stands out more conspicuouSly thalO
the simple way in which she gave me
nv first impressions of a Heavenly
Father, of His directing and protecting
care. This, coupled with the cultiva-
ton of rational and sane devotional
practice, has contributed nightly, not
only to the deepening OF truly religious
spirit, but in giving me right out
look upon life.
I can readily conceive that there are
some fathers and mothers who might
employ doubtful methods in training
their children to think of life as being
under the supervising care Of God; I
can also conceive that there are those
who would give to a child false con-
ceptions Of the purpose and value Of
prayer. On the other hand, judging
from personal experience and observa-
ton, I bear testimony to the fact that
some of the strongest. finest and most
truly effective lives I have come in
contact with have had background
of training in the ways of religion that
lent to their characters a richness and
a power that were irresistible. One Is
led to wonder what substitutes in the
way of moral and ethical training are
being found for those finer conceptions
hf God and truth and Righteousness
Evening star., 1931-11-29

There are more horses in New York
| City probably, in proportion. than in
any other city in the United States,
unless 1t be Cheyenne on Rodeo day.
But the mcst beautiful to the eye of a
horseman or a woman who is not
afraid OF So-called dumb animals are
those Of the New York Mounted Police.
There are 375 members of the New
York Mounted Police and each one of
them has a mount which might we'll
be the envy of the owner of a stable
of show horses. There are yet others
in reserve. Nearly all of them are
bay or chestnut and each has a coat
with a glossy patina of a horse
chestnut itself. Moreover, each has
points which would invite the critical
attention of the judges at the Olympia
ring and set them arguing among
themselves as to the disposition of the
blue ribbon.
Each has an eye, brown or black.
which when turned upon the observer
has the combined effect of the re-
proachful eye of a dying hart of the
hills or an unfed setter pup and the
cool, perspicacious appraisal CT an ap-
pellate judge.
Like the alley cat or the stray dog
that wins first prize at a bench show,
these horses Of the New York Mounted
Police come from nowhere in par
ticular. The force maintains no stud
farm. Its attaches always have an eye
out for O suitable remount when the
need for recruits arises and, too, there
are men still in the horse trade whose
! minds dwell not 1nfrequently on the
possible requirements Of this section OF
New York's foinest. When a proper
beast comes into their orbit they are
not slow to let the force know that the
animal could be had for the asking
and a proper consideration.
Once in the possession CT the New
York Mounted Police, a horse is on
the high road to a career. A School of
Equitation is maintained ever in
Brooklyn-not, mind you, a school for
the men, but a school for the horses
The term Of instruction with horses,
as with men, depends very largely on
the capacity of the subject to learn
The term, customarily, is shorter with
horses. They are more biddable. But
months, at the least, must be spent in
schooling more careful and Thorough
than that required Of a United States
Cavalry mount or q crammer for Ok
ford natriculation.
Special Training Required.
The walk, trot and canter-the ABC
Of the School of Equitation-come
first, but, thereafter, comes the long
instruction which teaches the horse
the duties of an officer of police. For
the horse of New York mounted po-
liceman must come considerably nearer
to being policeman itself than the
milkman's horse does to being the milk
man. The duties are more varied and
the judicial temperament more of a pre-
requisite. Also, the horse must be able
to recognize any member Of Tammany
Hall on sight.
For, look you, the horse Of the New
York Mounted Police must be able to
stand like the bronze horse of Colleoni
in the midst of a maelstrom Of traffic
that would give William Tells son the
Evening star., 1931-11-29
SHOOTING STARS.
BY PHTLANDER JOHNSON
Higher Mathematics.

Higher Mathematics.
The man who walked in wisdom's way
In famous days of yore d.
Remarked, THE fact is plain as day
That two and two make four"
But when the figures reached stake
Where billions were involved,
Two of them and two more would
make
A problem still unsolved.
The numbers gather line on line
In counting revenue.
Before twice two as four combine
You've got to get the two.
Evening star., 1931-11-29
Advertising and Sales
Effort Winning Trade
BY HARDEN COLFAX.

Among the firms which have told
the Government that they have made
profits even during the general depres-
sion the largest number point to con-
tinued sales effort and progressive ad-
vertising policies as one of the most
important factors in their success.
Three hundred and flfty-eght eX-
amples of profitable business operation
since the business break Of 1929 have
been noted by the Department of Com
merce and are now classified and de-
Scribed in an announcement made this
week. These represent 202 manufactur-
ing industries, AZ retail distributors and
10 wholesalers, located in IA cities in
30 different States. All of them, says
the department, which made the survey
in response to demands from many
business organizations for such in
formation, indicate that sound and
successful policies may be depended on
to help direct business into constructive
lines at all times"
X y 4
Omitting certain cases in which sue
cess was the result of an exceptional
favorable demand from outside agencies,
such as Government stimulation of
public improvement, the department
comes to the conclusion, in by far the
greater number of cases, that the sue
cess indicated is to be attributed mot
so much to the present or a change in
policy as to past policies the SoundnesS
OF which is accentuated by current
business conditions"
Listing the cases and summarizing
the reasons or types of policies, the de-
partment- states that increased sales
e11oftS and advertising policies appear
to be the most important reasons so=
the successes reported. Then come nIGr-
ket research, reduced prices, co-opera-
ton with dealers, improvement of SerV-
Ice and management Of statesmen.
X X X
Many OF the concerns also attribute
their success to progressive policies in
dealing with new products, in improving
quality and in the extension -of re-
search. When it comes to their produc-
ton departments, most of them state
that they have focused their attention
on a reduction Of operating expense and
the installation OF modern equipment.
A group of 18 manufacturers who,
the department states, have met with
exceptional success during the depres-
sion or whose policies appear Of a spe-
clal interest" includes makers Of an
automatic furnace-stoking device,
concern manufacturing piston rings, a
Nloule western company making cereal
1ooos. southwestern company running
general store a Middle Western man
utacturer of electrical. equipment and
one manufacturing aluminium and brass
articles, firm making a highs-priced
tooth brush and tooth powder, an au-
tomooile manufacturing company and a
candy manufacturer.
\ y X
1t is noteworthy that not one Of the
concerns included in this study has di-
mlnlshed its sales effort and 81 of them
report increased efforts More firms, 80
N number, made statements concerning
Evening star., 1931-11-29

Ohio State University educators de-
clare that too large an amount Of time
is wasted by pupils in walking to and
from blackboards. No one seems to
come forward with any suggestion for
remedying this evil-unless putting all
the undergraduates on roller skates
might help.
Evening star., 1931-11-29

1t has been proved again and again
that there positively is no cloud with
out silver lining. Still operators and
bootleggers in Southern Maryland are
cooperating to the fullest extent with
the State Forestry Service to prevent
and to combat forest fires.
Evening star., 1931-11-29

War looms in the Far East; Congress
is about to assemble, and depression
and unemployment are rife. Yet, in
the minds of millions Of Americans the
uppermost thought is whether or not
some movie queen is really engaged.
Evening star., 1931-11-29

I'VE are in the midst of campaign
Of education" remarked Senator Sor-
ghum.
What makes you think so?"
"My daily mail. The letters Of ad-
vice I'm receiving from numerous con-
stituents would indicate an impression
that don't know the A, B, c Of poll
tics"
Evening star., 1931-11-29

The statement is made that there
is living a jeweler who can repair
a watch blindfolded. 1t will be the con-
viction Of some that he is the very man
who fixed their timepieces.
Evening star., 1931-11-29
Seasonal Change, .

The man who in mendacious ways
With fishing rods would run
A different style Of game now plays
He goes out with gun.
Evening star., 1931-11-29
Impression Of Novelty.

What makes you stand there watch
ing me operate this adding nachine?"
asked the man In the bank.
I'VE have so much music out home"
answered the loiterer, that it's kind of
interesting to see somebody punching
a lot Of keys around without starting
up some kind of tune"
Evening star., 1931-11-29

Another dance marathon is to start
here December 3. 1t is wondered why
the promoters did not wait until after
the first of the year and call their
grind the Bicentennial Marathon.
Evening star., 1931-11-29

When some kittenish dowager orders
one Of the new "skin-tight" frocks
she does not mean what she says.
What she really is after is something
q bit tighter.
Evening star., 1931-11-29

Our Army and Navy may be shrink
ing here and there and, apparently,
likely to shrink still more. But our
Cavalry riders are certainly cleaning up
big on the swell horse-show circuit.
Evening star., 1931-11-29
Rate by MaiI-PayabIe I'm Advance.
MARYLAND and virginia,
All other States and Canada.
Member of the Associated Press.

TIE Associated Pre5s is exclusively entitled
20 the use for republication OF all news dis
patches credited to it or not otherwise cred
tied in this paper and also the local news
special dispatches herein are also reserved.
Evening star., 1931-11-29

It appears that "coerced" money is
enjoying the unsavory status in these
parts that was feature of the tainted
money" Of couple Of decades ago.
Evening star., 1931-11-29
A Kindly Attitude.

Have you.any objections to me as a
son-in-law?" asked the young man.
YES" replied Mr.. Cumrox. "At pres
ent you're cheerful and companionable
and I like you first rate"
Then why not have me In the fam
ily?"
81 don't want to take chance on
spelling you. I don't know how you
would turn out after mother and the
girls had bossed you around for a few
years"
Evening star., 1931-11-29
Rate bv Carrier within the citv.

The Evening Star. ............4 45c per month
The Evening and Sunday Star
twhen Sundays .......... 60c per month
The Evening and Sunday star
when S Sundays ......... Csc per month
TIE Sunday Star ........-.... SC per copy
Collection made at the end of each month.
Orders may be sent in by mail or telephone
National 5000.
Evening star., 1931-11-29
Study in Serinnsnes

"That ponderous person takes him
self very seriously"
NO" replied Miss Cayenne. "He
doesn't take himself seriously. He is
merely trying to persuade others to do
So"
Evening star., 1931-11-29
Too Often So!

A man makes speeches all exact
To point a nations needs.
Then some one prints them in a tract
Which no one ever reads.
Evening star., 1931-11-29

The Evening Star Newspaper. Company
Business once:
11th St. and Pennsylvania Ave.
New York once: ITO East 42nd st.
Chicago once: Lake Michigan Building.
European Once IA Regent st., London
England.
Evening star., 1931-11-29

Tell de truth" said Uncle Eben, "but
don't imagine it's yoh business TO be q
private detective an find out al de
truth. dat's goin' on" -.aa...-.--.--..
Evening star., 1931-11-29

1t is noteworthy that not one Of the
concerns included in this study has di-
mlnlShed its sales effort and 81 of them
report increased effortr More Arms. 10
N number, made statements concerning
Evening star., 1931-06-21

visited and from there the visitors got good
view of Pennsylvania and Maryland avenues
by gas and electric light. About O'Clock the
party arrived at headquarters and the ladies
received their friends in the red parlor.
1.-The ladies' run to Soldiers Home and
Takoma Park was largely participated in, and
the affair was an enjoyable one. Over the
Fourteenth street hill through Mount Pleasant
the road was In perfect condition. The
numerous trees along the Piney Branch road
shaded the path for the cyclers and protected
them from the suns rays. The weather. how
ever. was all that could be expected, and when
Tahoma was reached the party assembled
around the large spring. where the water Is
claimed by the residents to have no equal In
this vicinity.
Half an hour after the ladies' run was
started there was q general run In the same
direction, and those IN this run joined the
other party at lunch prepared for them at
Takoma.
1.-THE return was made early IN the day 30
that the ladies would miss no events Of Inn
portance.
Many OF the ladies enjoyed the department
run, the Museum and Smithsonian Institute
being the favorite attractions among the public
buildings"
In the parade incident to the occasion the
100 ladies In attendance were extended Q
further courtesy by being placed at the head
Of the line, which included besides about $500
men Of various clubs, out Of town and local
\A/TTH few exceptions. Of course. the men
W who rode wheels saw no reason why
women should not do likewise with perfect
proprtety. But with those who did not ride
themselves there was . decided opposition to
women indulging In this sort of sport. Some
looked upon It as immodest and as q lowering
OF womanly dignity, and when hloomers and
divided skirts were talked Of they fairly frothed
at the mouth. A physician At the time. writing
to The Star, said:
II have read with deep interest the various
communications In regard to beer drinking by