davidaulloa/AmericanStories huggingface dataset:
, 1935-07-22
Ain Conditioning
Modern Trend In
Business Houses

Since the extension Of the amount
insurable by the Federal Housing
Administration under the modern
ization credit plan to $4,000 on
ccmmercial-residentia and industri-
nj properties increased interest IN
the possibilities offered by air-con-
ditioning equipment IL being report
ed from many sources.
In many types Of concerns air
conditioning Is now regarded as "a
necessity without which weather
conditions create obstacles detri-
mental 10 be mess. Originally
adapted most widely TO industrial
use. in Eases where control Of air
conditions was necessary to produce
certain commodities properly. il has
made tremendous strides in the past
four or five years for general COM
mercial use in such establishments
as restaurants. theatres, department
stores, specially shops. funeral
homes, beauty salons. barber shops,
and a variety Of other businesses.
In such cases IL has been found that
air conditioning usually pays for
itself In increased profits.
Merchants have observed that a
comfortable customer selects mer-
chandise more quickly and buys
more freely and confidently than
a tired. uncomfortable one The pub
Lie. experiencing the benefits OF air
conditioning more and more every
day in theatres. railroad trains, no.
tells. and restaurants, knows its ad-
vantageS and will patronize places
where comfort is assured. according
to merchandising experts.
Time after time places Of business
have noted large increases in busi-
ness and the total elimination OF the
customary summer slump after in
stalling conditioning equipment.
Many find that they obtain their
greatest volume in the summer when
they gain business from competitors
who do not match their facilities
for comfort. Many store keepers
have reported that, with air con-
ditioning, they not only have more
customers but the average sale per
customer is greater.
Dependable ZIG air conditioning
equipment, with models for almost
every kind Of need. is handled here
by the Modern Home Equipment
company. situated at $50 Eleventh
street. The telephone number is
AS.
, 1935-07-22
Open House Held
By Brizend dine
In San Benito

SAN BENTTO, July 22.-Open
house was held Friday afternoon by
the Brizendine Delicatessen ON nv.
Sam Houston Boulevard Am apprecia-
ton OF the business received during
the first year OF It's operation
Mrs. Mildred Brizendine, owner.
served visitors between y and 8 o.
clock Friday with free doughnuts.
potato chips and coffee. They are all
famous products or Mrs. Brizendine's
kitchen. Others products nc which
Mrs. Brizendine exCells ARE pies,
cakes and hcme cooked meals.
The San Benito woman has been
known for years for tine quality on
her cookery but she has been at her
present location only during the
past year. During that time she has
built up n large business among
those who like well cooked meals
downtown and who find that IN INV
more economical to buy Brizendine
baked pies and cakes than TO cook
them INC home
, 1935-07-22
REMOVAL

Many old living rooms have heavy
dark wood mouldings placed about
doors. windows, shelves. etc. Of
ten these are wide and deliberately
carved and tend to give a deDress-
ing aspect to a room otherwise
pleasing in size and proportion. Re
moval OF these dust catcherS" from
a past era and the substitution Of
simple flat mouldings OF light ma
tural or painted wood will brighten
a room as well as eliminate unnec-
esSary corners that collect dirt and
dust. Simple woodwork tends 70
keep the background Of a room quiet
and permits the furnishings 20 as
sumo their proper place. A wide
variety OF beautiful mouldings are
manufactured here at the Tlggle
Sash a. Door mill.
, 1935-07-22
Finance Plan To
Stimulate Buvinp

Leading heating contractors have
announced a special summer fl
nance plan to stimulate business
during the warm months. Under
the terms OF the plan a home owner
may have a new heating plant in
stalled or an existing plant repair
ed, but will not be called upon for
any payments or finance charges
until the heating season begins in
the fall.
, 1935-07-22
EXAMINE STEPS

During the summer inspect wood
en- porch or other exterior stairs.
Often the supports have been weak.
ened and there is a danger Of sud
den collapse. Numerous accidents
are caused by sagging or broken
steps. Weakened portions can BE-
replaced with pre~servatively treated
wood. particularly where II comes In
contact with the ground. or replaced
with masonry.
, 1935-07-22
FOR EASEMENTS

"A Well-lighted baSebent Is rare.
While cold-water paint applied TO
rough concrete walls. exposed struc-
tural wood, or enclosed storage
spaces will brighten the many daily
journeys to this portion Of the
house.
, 1935-07-22

The Bootes nebula is the most dis
tant point ever measured by astron-
omers. II Is ,3O0.O OO. OOO. OOO. OO0. 600,
coo miles away.
, 1935-07-22

TOING ahead with the Valley,
seeing new opportunities for IN
bigger and greater Valley as each
day brings new developments.
The year 1885 is the turning point
in the Valleys comeback after the
depression. 50 these firms believe.
Join with them and pull for I'm
creased prosperity.
Imperial Valley press., 1935-10-28
VgokaAN@
.$PCRT APARACE
&&AAs 80
IKY&GXM XMXxEas~
BY HENRY McLEMORE
1ited Press staff Correspondent

BY HENRY McLEMORE
limited Press staff Correspondent
I NEW YORK. Oct. %. U.P,-Sum-
honed for a fight with Joe Louis
b Madison Square Garden on the
light of December 10, Pauline W.
iudun soon will be hot-foOting
ioWard these shores from his ma
I've Spain.
4 "Hot-footing is right, for of all
lne devotees Of that flaming prac-
heal joke the "hot-foot,' Pauline
lerhaps is the most enthusiastic.
Ehe oil "hot-foot," as you may or
hay not know, is that bit of bus
hess where a match is secretly
Inserted between the sole and up
Ter of a victims shoe, and then
bcretly lighted. The secret ends
Ind the action begins, with sound
Effects, when the match burns
1own to the leather.
Master H0t-F0ot
| Pauline was in this country
Ehen the hot foot" was invented
Ind. quick to grasp its possibilities,
loon was recognized as the master
If the hot foot" From the square
10 the circle his technique was dill
gently studied, but it was never
lqualled, not even by that superb
kugiliStic spankster, Pete Reilly
\ It was Pauline, his gold teeth
flashing, who first dared to apply
] he double "hot-foot." thus caus-
Sng twice the pain to the victim
4 nd twice the amusement to the
4 l,nlookers And it was Pauline who
first struck out and gave the hot
/ oot" to mayors and bank presi-
llents and doughty doWagers.
Yell Louder
The boys around Mike Jacobs
bffice were talking about PaulinO's
kill with the "hot-foot' today, and
N was generally agreed that he be
fame the king of "hot-footers' y
mainly because of his willingness
10 work. and his refusal to recog-
'lize obstacles. In his zeal for the
|'hot-foot" Pauline thought nothing
bf crawling the length of a ban
|1uet table to send the POSTMASTER
nto a spasm of pain, or of wedg-
lng himself behind a sofa until his
lyictim happened to place his feet
In the danger zone. And it was
pauline who was the first to aban-
ion the little paper matches for
Lhe larger famed wooden kitchen
kind. More difficult to apply, yes,
out as he once explained those
big long matches make 'em yell
Twice as loud"
Prove JOe's Worth
Paulino's return will do more
than bring a revival Of the hot
foot" 1t will prove, once and for
all. if the Joe Louis of today is, or
isn't, the hardest puncher the ring
has seen in 10 years. It's been just
10 years since Tex Rickard started
Pauline off on a career which has
sent him out to face the driving
fists of the rings stoutest hitters.
And in those 10 years not one of
his foes has been BILE to knock him
down, much less out.
Ten thousand rights and lefts,
Imperial Valley press., 1935-10-28

the group he had in mind two
things. First to secure wrestlers
who can wrestle and second to
make sure they can take it and
dish it out
Feature Bouts
All three bouts are features in
every respect Few grapplers can
overpower the bone breaking holds
of Tetsuro Sato, japanese Whirl-
wind. His speed and ability to kick
the teeth of his foe into his adbom-
en- has made him outstanding in
eastern bouts He will match his
kicking ability with the slugging
of Sterling Davis who promoters
agree should have become a boxer
He has mixed the two, using SO
per cent boxing and 2 per cent
wrestling. Sometimes he has been
known to forget the latter quantity
altogether.
Not since Ted Christy was scar
ing little children and telling them
there isn't any Santa Claus has
there been such mean men as Tuffy
Imperial Valley press., 1935-10-28

Central Union high schools foot
All eleven which suffered its fourth
raight annual defeat on the
rawley field last Friday will en-
.rtain the repeatedly powerful
alexico Bulldogs in El Centro's
'rst home conference game this
eek. The Holtville Vikings. who
ent down scrapping hard with the
order town team last week, will
urney to BraWley and try to sur
Use the valley with the biggest
)set of the year.
Must Win
If the Spartans and Vikings fail
turn the tide on their aggressive
.es this week it will just about
can curtains for both as far as
lampionship honors are concern
1. On the other hand the hard
Juggling determination of the
'ildcats coupled with the same
Ick which they have enjoyed dur
lg the preseason games make
hem better than five to one. fay-
'ites over their visitors while the
)ys from the border town will be
vo to one favorites over their
osts. One thing to be taken in
consideration is the fact that
alexico has won all of its games
p its own gridiron and the one
ontest it played away from home
as lost!
Imperial Valley press., 1935-10-28

Keet and Tiger Taskoff around
these parts. They will exchange
torturing tactics in the semi-final.
Keet holds the dubious record of
having the most knots slapped on
his knob by overenthuslastic fans
who didn't exactly agree with
Keet's conception of the rules in
the pretzel twisting game. The
German Tiger has been known to
get into the ring, make a face at
ringsiders, and there is a man
scramble for backrow seats. He
drinks a keg of beer as if it were
Imperial Valley press., 1935-10-28
= q OFES SSIONAL.
FOOTBALL. GAMES
PROVIDE THRILLS

NEW YORK, Oct. %. U.P)-The
Chicago Cardinals appeared to be
one of the leading contenders for
the national professional football
league championship today. They
won a 14-l3 victory over the New
York Giants, last years titlehold-
ers.
An S8-yard punt return by
Phil Sarboe in the last 31s min
utes of play and Bill Smiths
placekick for the extra point won
the game, the second defeat the
Giants have suffered at the polo
grounds in three years.
The Green Bay Packers scored
two touchdoWns in the last 2 min
utes, 33 seconds of play and de-
feated the Chicago Bears for the
Imperial Valley press., 1935-10-28
DAVIS CUP MEMBER
WINS TOURNAMENT

LOS ANGELES, Oct. %. UP)-
Donald Bulge, sorrell-haired mem
Der of the American Davis cup team
from Oakland, Cal, today held the
Ambassador InVitational tennis
tournament championship. He de-
feated Bobby Riggs of Berkeley.
50. GA, Cd in the finals.
Imperial Valley press., 1935-10-28
Race Driver
IsInjured
Critically

OAKLAND, Cal, Oct. 28 UP
Ernest Criss, %, Oakland, was re-
ported in critical condition today
from injuries suffered when his auto
racing machine crashed through a
fence in qualifying trials at the Oak
land speedway.
Physicians said he may die or be
permanently crippled because of
spinal injuries.
The accident occurred in the early
stages of racing program featured
by a l00-mile race won by Rex Mays
of Riverside.
Imperial Valley press., 1935-10-28
Matmen from q
Corners Of Earth
I'm Tuesday S Bouts

When the Southern Pacific train
pulls into the Ell Centre depot to-
morrow it will have aboard it the
widest assortment of representa-
tives of the groan and grunt game
Determined to bring only the best
10 Imperial Valley, Promoter Pete
Buzukos has selected his card care
fully this week from performances
OF these grapplers in the big cities
in the east and west. In picking
Imperial Valley press., 1935-10-28

second time this season, 17-14, be-
fore 29,389 at Chicago. The defeat
knocked the Bears into third place
in the western division, enabling
the Cardinals to regain the lead
Two Field Goals
Two field goals by Armand Mic
cola enabled Pittsburgh to defeat
Boston, 60, before $4,000 at Pitts
brgh. Both kicks were from the
40-yard line.
Spectacular Playing
Ralph Kercheval kicked a rs
yard field goal, booted two prodig-
ious punts, one for 70 and another
for 80 yards, and made a touch
down on a pass as Brooklyn tri-
umphed over Philadelphia, 17-6, be-
fore 10000 at Brooklyn.
Imperial Valley press., 1935-10-28

feet records has a setup Saturday.
The major calamities in Oct
ober's football farewell were Yale,
Penn State, VillanOva, Georgia,
Mississippi. Purdue, Washington
and Denver. Army conquered
Yale, 14-S. Pittsburgh tumbled
Penn State, 90. Detroit stopped
VillanOva, 1916. Alabama ruin
ed GeOrgia's perfect record, 17-7.
Marquette blasted Mississippi,
33-7. Carnegie Tech scored the
outstanding upset of the week by
beating Purdue, 10.
Stanford triumphed over Wash
ington go Utah pulverized Den
YER, 39-14. A minor casualty was
Missouri, which was held to a 6-6
tie by Iowa State.
Imperial Valley press., 1935-10-28
Dizzy Dean
Loses Then
Wins Game


LOS ANGELES, Oct. %. UP
jerome Dizzy Dean. St Louis
Cardinal pitcher was credited both
with losing and winning an exhibi-
ton baseball game yesterday.
Pitching for a team of minor
leaguers, Dean was hit freely by
a major league group including
his team mate, Ernie Orsatti, Arky
Vaughan, leading National league
batter, and Wally Berger of
Boston.
He switched sides in the third
inning after yielding two runs. The
big Ieaguers won Y to 4, and Dizzy
was credited with both a win and
a loss.
Imperial Valley press., 1935-10-28
EYE INJURY
SENDS PLAYER
TO HOSPITAL

STANFORD UNIVERSITY, Cal,
Oct. 30 U.P'-Frank Alustiza, vet
eran quarterback of the Stanford
University football team, was to be
removed to Stanford hospital in San
Francisco today for an eye opera
ton
Alusti2a's left eye was injured in
the U. C. L. A.-Stanford game two
weeks ago. Surgeons, examining the
injured member, said it showed a
retinal tear.
Imperial Valley press., 1935-10-28

mouth, Temple, New York u,
Syracuse.
Midwest: NOtre Dame, Ohio
State, Minnesota, Iowa, Mar
quette.
South: Carolina.
Southwest: Southern Meth
dist, Texas Christian, Baylor.
Far West: California, UCLA.
BY a quirk in the schedule these
IT face some of the toughest going
of the season in this weeks bat
ties, With six Of the group singled
out for combat involving each 9TH
er. The three battles of the
Titans are California VS.. UCLA,
Notre Dame VS.. Ohio State, and
Texas Christian VS.. Baylor. Not
one of the other teams with per-
Imperial Valley press., 1935-10-28
LINE PLUNGING
WINS FOR CUBS

LOS ANGELES. Oct. %. U.Pl-
Powerful line plunging gave the
WestWood Cubs a TO victory over
the California Shamrocks in pro-
fessional football game at Gilmore
Stadium here yesterday.
An intercepted pass won the Cubs
first down on the Shamrock Is yard
line in the third period, and four
plays put the ball within three yards
of the goal, Bob Miller plowing over.
Imperial Valley press., 1935-10-28

water and plays havoc with his
foes spinal cord.
A special welterweight event will
open the show with Lord Barns
worth, monocled man from old
Englands using his sagaciF and
cunning against the temper talented
Pete Becker of the bay district.
Imperial Valley press., 1935-10-28
CASANOVA WINS
OVER CHALLENGER

MEXICO CITY, Oct. 28. U.P)-
Baby Casanova, Mexican feather
weight, won a l0-round decision
from Varias Milling of the Philip
pines here yesterday, Each weigh
ed 1876.
Imperial Valley press., 1935-10-28

delivered by the games meanest
have bounced off the
Basque, and he has yet to drop. It
would seem that nature went out
of her way to equip him with a
concrete chin and ribs Of battle
ship plate. At 36, with hundreds
of hand-to-hand engagements be-
hind him, ne still stands as the
toughest oak in the prize fight for
est. Rounds mean nothing to him;
he'd just as lief go 20 as 10.
Imperial Valley press., 1935-10-28
Seventeen MAJ or
EIevens lynheafen
I'm Grid Contests

NEW YORK, Oct. %. UP)-A
gridiron upheayal that tossed nine
teams out of the perfect class left
only II major elevens unbeaten
and united today.
The II giants. unbeaten and
united, follow:
East: Army, Princeton, Dart
Imperial Valley press., 1935-10-28
CA. I: XECsO
3rawfey Enfertains
HoEfviIle Vikinos

Two valley undefeated teams will meet two less for
mate oppOnents on gridirons Frdav NIGHT
The times-news. [volume] (Hendersonville, N.C.) 1927-current, 1935-12-24
NEWSPAPERS OPINION
NEWSPAPER ADVERTISING

To sell a product advertiser must enter the
home He must make that personal contact which
is so vital in the sales field If he or his agents
were to call upon every family in community ne
would be confronted with tedious, dsagreeable,
thankless and impossible task. Housewives are too
prone to chase the salesman away with the DUST
which settles on the back porch
The newspaper does away with this roundabout
task. 1t reaches the home. 1t is read. The adVer-
tiser who wishes his product to become known Is
fully aware of the advantages of the daily and
weekly newspaper.
Though the advertiser may be stranger TO tne
potential consumer, the newspaper is not. 1t IS
mart of the consumers life. He has learned to
relv upon it as reliable source of news He knows
also that when products advertised in its col
umns he may rely upon them. He has faith IN the
publisher.
Comparing the newspaper with other media we
find that magazines radio, billboards, circulars and
mail solicitations all serve their purpose But not
one is as effective as the newspaper.
The newspaper is flexible. Whether an adVer-
tiser wants spot or routine advertising he has
medium for the purpose. Nor in the case of ma
tional media must he duplicate or follow policy
Of wastefu advertising. If his product is aimed at
particular locality the newspapers in that locality
will carry his message to the experimentation.
The times-news. [volume] (Hendersonville, N.C.) 1927-current, 1935-12-24
YuIe Vision Lives On In Warning World
An Editorial by Bruce Cation

operate-a world wherein men may transcend
themselves and clear the way for each mans real
ization of his own most sacred potentialtles, un-
hindered by the great law of grab and the fighting
injustice, and oppression which it gives rise to.
WE don't need to look around us long to see that
w that vision is great way from realization.
And yet the strangest and most miraculous fact In
all life is the way in which impractical visions tend
in the long course of time to translate themselves
into realities.
There is more power in an ideal than the world
of cannon and machine guns ever dreams of; and
by fixing our eyes on this ideal, and measuring the
worlds imperfections by its own gauge we may be
moving faster than we think toward day in which
Christmas can be celebrated without the necessity
for making excuses
A great poet once remarked that man will some
day awaken from his long sleep and find that his
dream remains and that only the sleep is gone SO
it will be, some day, with this Christmas vision OF
peace and brotherhood
Today it is a vision and nothing more; but it is
an imperishabe vision, and it will remain when the
wars and war-makers are nothing but disturbing
echoes from the distant past
And by thinking deeply and reverently Of that
vision in this Christmas season, we do our small
part to help bring that day nearer.
The times-news. [volume] (Hendersonville, N.C.) 1927-current, 1935-12-24

1T may seem contradictory for the world to cele-
brate the birthday of the Prince of Peace at
time when it is restrained from plungng into a new
war only by the fact that it is not yet recovered
from the last one.
Yet it is one of humantys oldest failings--to
look at a beautiful ideal while Flooding on through
the mire-and if armies, bombing planes, and war
ships lie on the horizon at Christmas time, that is
simply one more proof that not yet ready
to move out of the world that is into the world
that ought to be.
The one thing that would be objectionable for us
would be to pass by this Christmas holiday without
giving thought to it's profound and breath-taking
significance to accept it simply another holiday
time for the giving of presents and the reunion
of families, and nothing more.
1T is not going too far to say that our entire So
/ ciety is built around the concepts that entered
the world on that first Christmas, 20 centuries ago.
We have built imperfectly, and great part of the
work remains to be DONE
So perhaps it is good thing for us to be re-
minded, by war in Ethiopia and threats of war in
many other places, just how greatly the sorry hui
man reality falls short of those ideals.
Christmas brings vision of world in which
natures cruel old law of tooth and fang no longer
The times-news. [volume] (Hendersonville, N.C.) 1927-current, 1935-12-24
TELLS GRocERs TO USE NEWSPAPER SPACE

prediction that the grocers in 1896 will do the
biooest years business in a decade if they utilize
newspaper advertising consistently and intelligent
" has been made to the thousands of members OF
the Independent Grocers' Alliance by It's president
]. Frank Grimes.
In letter to members of the alliance one OF
the largest voluntary associations OF Its kind' MI
Grimes stressed the point that welfare OF the lnde
pendent merchant and his newspaper are lrreVoc
ably bound together.
Through the depression years, rather than re-
duce newspaper advertising space, we have steadily
.uomented it." Mr. Grimes said. GAS result, 1GA
is today in position where nothing can stop it in
its progress The fellows who used the depression
as an evxcuse to curtail their advertising have
steadily made their plight worse and are now pay:
ing the penalty for their shortsightedness. ou'
consistent advertising and promotion has been the
most potent force in our remarkable growth"
The times-news. [volume] (Hendersonville, N.C.) 1927-current, 1935-12-24
CHRISTMAS GREETINGS

,rotber year is rapidly passing into the
IDS Of Time and the celebration OF an
~ Christmas season is at hand. The
.News welcomes the Christmas sea-
and the opportunities it affords for do
arvice to its community and section in
,,r WAYS made possible by the annual
[arspce of the day. We, also, welcome
,pportunity to send greetings to thou
* of readers and friends, near and far,
IN wish for each one of them all the
,ress and good cheer which the sea-
m possibly bring.
h sincere wishes of The Times-News
everyone is that there may be nothing
mar the happiness or disturb the peace
| nd security of the PROFESSIONALLY the
beople of our own town and section and
hose elsewhere who are readers and
Eends of this newspaper; but, of course,
his newspapers holiday greetings and
nod wishes are not confined altogether to
hose numbered among its patrons ami
hends. The Times-News is not actuatett
\ any such narrow spirit. Therefore. let
be said that our Christmas greetings and
esl wishes are for all.
Readers of The Times-News will please
lake note of the fact that, as its custom
this newspaper will not be published OIL
srstmas day. This is one day of the year
hen the men and women who make this
ggspaper and the boys who distribute it
& not required to be on their jobs. 1t al
hys affords the management great pleas
/ TO give the entire force full holiday,
Ehough it means that several thousand
sders will be without their papers on
Eistmas day.