davidaulloa/AmericanStories huggingface dataset:
Imperial Valley press., 1938-09-16
HAPPENS IN AMERICA

mot chance!' the Young Pessimst was saying.
For little fellow like to out and try to capture
market for new food product today would be joke
Food manufacture is all in the hands of big corporations
with production facilities great sales organza-
tions and wads of dough to spend on Advertising
THAT doesn't bottle up the market for them, not by
jugfu the Old Optmist came back. Ive been reading
in the September Nations Business about fellow who
didn't worry over their competition. 1t Still Happens
in America is the title of the piece and it's written by
Gilbert Hill.
"Ths man, L. C. Brownie lives in Oklahoma City
started with chips in 1898, then went into
potato chips He had just five bucks take off with
and wife who a partner, not a milestone like
of them. Now he has 10 employees and does business
of 100000 year. But he gave the trade something
bit different he put full of value into his
product and he sold it like fighn fire. There's for
mula for you, son."
Yes it's an old formula, but just as good now as it
Imperial Valley press., 1938-09-16
Auto Club Leader. Speaks in
Fl Cenfro on Propositions
rN,IEn rak<s

other state expenses. 1t provides
that the vehicle license fees be used
to enforce highway and traffic laws,
McStay said.
Proposition four puts the full re-
sponsibility of highway construc-
ton and traffic safety on a five
man commission to serve 10 years
20 free it from the interruption OF
changing administrations. H e
5corned the practice of taking high
way patrolmen off the highways to
serve in clerical positions during
the annual registration and license
fee period when they should be
handling traffic and protecting
motorists.
The proposition, he said, would
stop the practice of having the
motor vehicle department and the
highway patrol do the work of other
state departments.
Imperial Valley press., 1938-09-16
Ell CENTRIC, CALF.
Retail Business
In Sharp Upturn


NEW YORK, Sept. IA strlk-
jng upturn in retail business was
reported today by several score OF
the nations leading department
stores.
In all parts of the country sell
ected big stores, with lew eXcep-
tions. told the Press their sales SO
far in September were rapidly ap-
preaching or had already broken
through the levels of September.
1897. which averaged the highest or
last year. allowing for season fac
tors.
The sharp and partly unexpected
rise, which began around LABOR
Day. marked complete reversal
of the discouraging downward
trend of last winter and was her
aided in some quarters as the fore
runner of the autumn business up
turn predicted by many economists
Weather Factor
While a majority of reporting
stores said they believed much bet
ter fall business was to be expected,
many pointed out the important
part that weather undoubtedly plays
in department store buying especi-
ally at this season.
In the heavily populated north
eastern part of the country espe-
cially where the customary Labor
Day hot spell didn't come this year,
and cool weather was fairly gen.
eral, mercantile business jumped
with a roar in the past fortnight,
as shoppers hastened to buy warmer
clothing and school outfits.
Express Busy
The railway express agency re-
ported difficulty in handling the
rush OF mercantile packages with
Womens ready-to- wear clothing
prominent. Express officials saio
they could see no sign of abate-
ment
In the West, Los Angeles re-
ported very good business and sub
stantial increases over 1897. Coco
business, about the same as, OF
slightly higher than 1887, was re-
ported from Salt Lake City, Denver.
Phoenix, Sacramento and Portland,
ore. Seattle and Spokane were
5tlil running under 1897 levels. In
san Francisco stores not affected
by strike were 10 per cent above
August, very close to September
1887.
Imperial Valley press., 1938-09-16
Mayor Fawcett
Talks at Meet
OF Sears Group

A special store meeting and buf-
fet dinner was held at Sears Roe
buck ompany last night at $50
prior to the firms Sind anniversary.
which started today.
The meeting was presided over By
B. L. Hamburger, manager, who ex-
planned the background of the 52no
anniversary and announced foot
ball" contest for the sales force
which elected captains who chose
two teams. The winning team will
receive a cash prize
Hamburger introduced M yof
Herbert Fawcett who gave the staff
an inspiring address concerning the
bright fall business outlook for e.
Centre ad the valley and the PROM
inent place occupied by the store in
the business life of the city.
The meeting was also addressed
by d. M. Nelson, vice president Of
Sears Roebuck Co. by remote con-
troll from Chicago.
Imperial Valley press., 1938-09-16
Merchants feature
Opening Of School
Selling Promotion
Page 2

School opens Monday in most
valley schools. Ell Centre merchants
supplied the needs of thousands OF
children for their return to school
during this week with number
of merchandising events that gave
them the latest in school togs al
bargain prices.
M. o. King and j. c. Penney
company held Back to School
events in which were featured ey-
cry conceivable need of students
of all ages. Both reported heavy
buying by mothers, fathers, and
the children themselves.
Shoe stores were busy all day
every day fitting shoes correct for
childish feet. Optometrists tested
eyes and fitted glasses; dentists
cleaned and filled teeth; new BIZ
cycles were delivered to proud young
owners; notebooks, pencils, pens and
ink sold in big quantities It,. school
opening brought business to nearly
every business and professional man
in town.
Imperial Valley press., 1938-09-16
Valley Legionnaires to Present
Parade at LA. Convention

moor and many other relics. The
line will contain 80 horses to carry
indians. DeAnza's army, Mexican
yaoueros, cowboys, and sheri1ls
posse. .,
Among the entries will be Mike
Zavala, wearing part of the original
armour. as DeAnza and leader OF
the conquering army. Thirty-one
men will constitute an old time
sheriff's posse. Every man IN the
outfit will be a deputy sheriff.
Skeets Rambo of Calexico wiz
drive the six horses hitched to the
old Butterfield stage. The stage
will be occupied by costumed Le-
gionnaires and their families.
Two covered wagons, driven by
Glen Killingsworth of Westmorland
and Charles Sperry of Calipatria'
will be one entry.
H. x. McClimans of Ell Centro
will be Joaquin Murietta, the BAN
dit. DR.. o. H. Van Eman, originator
of the historic parade for California
will be Kit Carson. The Forester
OK cart will be driven by member
of the Forester family. Young
Quong Yee of Ell Centro will depict
the Chinese cook and travel as
escort to one of the covered wagons,
Chief of Police j. Sterling OsWalt
of Ell Centro will be charro Cow
boy rodeo performer and will be
gayly costumed. w. T.. Livingston
will be an Indian and George Lind
sew of Meloland will also take part
Jeff Myers of Imperial will be
garbed as a padre.
Joe Aduddell, mounted on a bur-
no, will play the part of the desert
prospector. A float will depics
Boulder dam and All American
canal development and Barbara
Worth" will be seated in the float.
Ell Centro's famous Junior Police
corps also will be entered in the
parade. DR.. o. H. Van Eman is
one of the five field marshals in
charge of the California section
of the parade.
Imperial Valley press., 1938-09-16
Many New Homes
Built Here in '38

More and finer homes are being
built in Ell Centro this year build
ing figures show. During 1887 only
26 homes were constructed in the
city. SO far this year 81 have al
ready Deen completed and there Is
every indication, according to build
ing men that many more homes
will be built here during the next
few months. Average valuation OF
the homes completed thus far thi.
year is $4,000, a figure far higher
than any reached at any other time
in the city's history. This building
of better type homes presages the
coming of more and more perma
nent residents in FL Centre.
Imperial Valley press., 1938-09-16
Representatives
OF Food Firms
Visit Valley

Homecoming of practically all val
ley residents during the past WeeR
marked also, in effect, a home
coming" for the following food
products statesmen who visited E
Centro to take many, many orders
to replenish depleted stocks of the
valleys grocery stores
Patrick Murphy, former Allan
erican half-back, who represent.
Pet and Sego Milk; D. B. McDougal
representing Johnson Carvel &
Murphy, prominent food jobbers il
Les Angeles; C. o. Gunnigan alst
TOMMY Thompson, representative:
Of White King Soap; H. j. Clarke
who has been coming to the valley
for many years for the Kellogg Co.
E. w Power. branch manager il
San Diego for Libby Mcneil &
Libby; Charles Jett, one of tn
more prominent independent foot
jobbers of Los Angeles; L. H. Kahn
representative of Lever Bros. Co
distributors of Lux, Rinse and Life
buoy soap products and Spry shor
tening; Charles B. Collins. repre-
sentative of California Home Bran,
food products; o. r. Roberts ir
representative of Pacific Borax Co
30 Mule Team brand; Ray Adj
finger, Leslie Salt Co.
Imperial Valley press., 1938-09-16
The POst-Press Business Review
SELLERS!
(Tulare Advance-Register)

Millions of reople would probably be startled hall
out of their wit if grocers published list OF their best
sellers. .
In California and the same probably holds true else
where a current survey where the money goes re-
veas that jewellers spend more money Tor beer at
their procers than they do for eggs and for cigar
cites than they do for either milk or bread
The plain truth behind these amazing facts is that
obviously the essential items stand or fall by ad-
versng The makers of cigarettes and beer nave never
hesated to tell the world about their products The
same cannot said about these runnersup on the best
selling lists protein without publicity, 1t would see,
has no more sales value than proton.
Imperial Valley press., 1938-09-16
Strike Fails to
Detract from
Dollar Day

HollyWoods 25th Seml-Annual
Dollar Day, sponsored by the Holly
wood Citizen-News since 1921, took
on unusual significance Monday,
August /, because of the strike of
Guild members which had been
in effect for II weeks.
While there WV settlement
which ended the strike over the
weekend just preceding Dollar Day,
the Guild had notified all stores
that there would be mass secondary
picketing if they advertised Dollar
Day in the Citizen-NeWs. In spite
of this threat, l25 stores advertised
their merchandise on Saturday in
the newspaper. The results were
the best for these Hollywood stores
in the past two years and in many
instances were new records, indi-
eating that the public is interested
in well-selected and priced mer-
chandise more than in labor OBJ
stacles.
Imperial Valley press., 1938-09-16

Fifty Imperial Valley residents
gathered at the Barbara Worth
hotel Friday noon to hear Carl M
McStay, field secretary of the Au-
tomobile club of Southern Califor-
mia, explain propositions three and
four on the November ballot.
The speaker is we'll known in the
valley. He helped valley residents
with their road and highway prof.
ectS even before the historic plank
road was laid across the sandhills.
He declared his club urged pas
sage of the two measures because
they represent thousands of motor
ist members.
Proposition three outlines the
places where motor vehicle tax
moneys may be expended, for pub.
lie streets and highway purposes,
and limits the portions of such rev
nue. which may be used to pay
Imperial Valley press., 1938-09-16
General Business
Gains CONTINUING
For 9TH Week
BY DAVID L. BABSON

Business activity again surged
forward this week to another new
high for 1888. The gain of 0.6 OF
q point was the seventh consecu-
tive weekly increase in the eleventh
advance in the past twelve weeks
As result. the Composite Index
has now worked back to PAP per
cent below normal-over 10 full
points above the recession" low of
348 per cent registered in mid
June Hence. almst one-third of the
huge losses inflicted in the Septem-
ber-June downward plunge have
been written off.
While business is still 243 per
cent below a year ago. the compar-
isons from now On will be more
pleasant each week. Last Septem-
Der at this time, business was start
ings its spectacular crash. Now 1t is
In the early stages of an encourag-
ing upward march. Sometime in
the next two or three months, the
1887 and 1888 trend lines should
cross each other provided the cur
rent uprush does not lose its mo-
mentum. With all major industries
turning in good reports again this
week, there is no sign Of a setback
vet.
Freight traffic was the star
barometer of the past week. Load
ings ran well above 100000 cars
the highest weekly figure in nine
months. Other influential indicat-
crs, such as steel operations, cleo
trio power consumption, lumber
"cut". textile activity. and soft Goa
production are all steady or modest
ly higher. One newcomer joined
the upward prooession-automobile
output-as assembly Lines picked uI
more speed during the week than
they normally 90 at this season.
All Summer business has been
making gains against a strong sea-
sonal ebb-tide Now the seasonal
tide has turned in business favor
Yet. the outlook depends heavily or
retail trade prospects. In the last
week or 50. retail sales have not
been as brisk as in earlier weeks
However goods are attractivelN
priced and purchasing power Il
Imperial Valley press., 1938-09-16
Imperial Valley Press

Estabusn-d sprfl fU. 1901.
Fubitshed every afternoon except
saturday and sunday CSaturday
afternoon issue now succeeded nv
The Post-Press sunday establish
ed 1e30b by the Imperial VALLEY
Publishing Company. 62s state
sfr~et. Ei Centre. Calf.
Entered mt El Censro. California
post office as second class matter.
Paul Jenkins. publishers A. G..
Johnston, vice-president and gen
erela manager. E. A. Fit,hueh.
secretary and managing editor.
West-Holifdsy Co.. Inc. National
Advertising Representatives.
Members California Newspaper
bubltshers' Association.
Subscription Rates. Sc per COPY.
In conjunction with the Post
Press tsundaysl. per month. 6oci
Paid In advances 2 months sI.e5.
months s1.2 on. vesr "a %.
Imperial Valley press., 1938-09-16
State Sales Tax
Rules Reversed

Reversing a Superior Court decis
ion, Justice Charles c. Haines O
the Fourth District Court of AID
peals, decreed invalid two provis
ions of the California sales tax las
week
Justice Haines ruled that con
trary to previous decisions, re
taller may absorb the sales tax
and that he cannot be forced {,
collect the tax from the customer
Court attaches said the decision
would allow retailers to advertis
their willingness to absorb the tax
and it would forbid them from col
lecting the tax If the customer re
fused to pay it.
Imperial Valley press., 1938-09-16
Makers Of Pyrex
Again Lower Price
Scale on Products

Corning Glass Co., makers of the
worlds largest reflector for Mt
Falomar telescope and oven-prooi
baking ware announced recently q
second reduction of one-third to
one-half in the price of their pop
ular Pyrex ware.
In 1882 this firm tripled sales by
reducing their prices approximate
ly so per cent. Now, they have
again cut prices to bring the house
wives of American this fine produe,
at the lowest price level in the 80
year period of it's general use
Stores throughout the nation have
capitalized the event with news
paper advertising.
Imperial Valley press., 1938-09-16

Imperial Valleys contribution to
the national American Legion par
ade in Los Angeles Tuesday will
present a glittering historical pag-
cant of the conquering of the des-
crt.
The valley LegionnaireS will en-
ter the line of march ats4 pm. as
The fifth entry in the California
section of the hour long paraoe'
Men, women, ana children in ap-
propriate costumes will tell the
story from Indian settlement DAYS
to the building of the All American
canal. The long line will contain
priceless relics of armour, Butter
field stage coach which was useo
by the famous old transportation
company in crossing the valley, an
OK cart which brought the Ed For
roster family to the desert to pio-
Imperial Valley press., 1938-09-16
Business Activity
Boost Certain,
Say Experts

WASHINGTON, Sept. l. CUP)-
Government economists today pre-
dicted increased industrial activity.
consumers incomes and demand for
farm products this fall.
In a monthly report the Bureau
o. Agricultural Economics said that
developments in the last month
have removed nearly all doubt"
that recent business improvement
is likely to continue at least into
1899.
Imperial Valley press., 1938-09-16
Pioneer Valley
Woman Dies

Mrs. Lydia Griffin, 70, pioneer
resident who lived in the Holtvillc
area for more than 20 years, died
late this week in San Diego after o
long illness. She was the widow OF
the late Judge Homer V. Griffin o.
Holtville justice court.
She is survived by three daugh'
ters. Mrs. Charles Compton and
Miss Mary Griffin of Holtville. anc
Mrs. Dorothy Hall of El Centre
two sons. C. c. Griffin and Owen
K. Griffin of Colorado; nine grand
children; and one great grandchild.
Funeral arrangements await word
from relatives in the east. Burial
will be made in Evergreen ceme-
terry.
Imperial Valley press., 1938-09-16
BUSINESS NEWS NOTES

knights & Willetts market on
north Imperial avenue, Ell Centre
has been purchased by Dick Lee
of Westmorland. The new owner
promises the same courteous and
friendly service for which his pre-
decessors were known.
IL. Meredith, formerly of Phoe-
nix, has been appointed manager
of the Whitman Seed company
store at 618 Main street.
Six "teaser" ads, starting Sep
tember 10 will lead up to announce
ment of the new 1889 Buick.
Standard Sanitary company, man.
ufacturers of fine plumbing fix
lures, will start protracted ad-
vertising campaign September Is
This account returns to active ad-
vertising after a one-year lay-ofi
presaging the upswing in business
Union 76 Gasoline's campaign
continues, with the next advertise
ment scheduled to appear Septem-
ber 49,
Milton Zinn has announced that
starting this week Community
Auction Sale will be held at the
Zinnerie Corrals every Friday
rather than every other Friday as
has been the rule.
The third annual National Retail
Grocers week will be held during
the week October 10 to Is.
Returning to newspaper adver-
Using columns after an absence OF
several years, Kruschen Salts starts
a new advertising campaign Sep
tember 49,
Camel Cigarettes continue their
ambitious advertising program with
the next ad breaking September 26
Chesterfield Cigarettes strong ad-
vertising campaign hits a high spot
next week with two large adve
Imperial Valley press., 1938-09-16
DIVIDEND WILL
BE PAID OUT

SAN FRANCISCO - Bank of
America. N. T. 81 S. A., has declared
the regular semi annual dividend
of Sl.20 a share. payable in quar-
terly installments of 90 cents a
share each. Payment will be made
September 80 10 stock of record
September Is and December 81 to
stock of record December IS. Di-
rectors also voted to add $4,000. 900
to the banks surplus, bringing this
account up TO S42, 100000.
Imperial Valley press., 1938-09-16

tiSementS.
One Cf the most consistent cam
paigns row in effect is that of
Pabst Beer, which is enjoying good
sales volume in the valley. The
next Pabst ad appears September
20.
Rheba's Beauty Salon on south
Fifth street was sold this week to
Miss Winnie Trudell, who is now
conducting the business personally.
Walter w. Heine recently chang
ed location of his electrical apple
ance store from 62O Main street to
l40 So Fifth, where his new stock
of Duo-Therm circulating oil heat
ers and Permuttit water softencrs
are now on display.
Imperial Valley press., 1938-09-16
Small Building
Permits Issued

Two small building permits were
issued at city hall Friday. One
went to George Russell for $3.50 re-
pairs to a dwelling at 319 North
Sixth street and the other to A. Il
Rehkopf for sign to be erected at
Sixth and Main streets. The cos,
was estimated at $50
Imperial Valley press., 1938-09-16
CHRYSLER DEALERS
STOCKS LOW

NEW YORK-'Stocks of both new
and used cars in the hands OF
Chrysler Corps. dealers are the
lowest they have been for many
years at the time of new model in
PRODUCTION" K. T. Keller, president
said in letter to the corporations
stockholders accompanying divi-
dend checks. "Our dealers should
enter the new season in relative
" excellent position to take adj
vantage Of whatever develops" Mr.
Keller said.
Imperial Valley press., 1938-09-16
Classes For EI Centre School Pupils
Will Start at $40 Mon. Morning

HE pupil nor causes him 10 lose
interest more than absence from
classes" Weakley said. Further
more, a large proportion of school
funds come from the state and is
basei upon average daily attend
ance. The only justification for
absence should be illness" he added
Cafeterias in elementary and
high schools will serve lunches
Monday and every school day
thereafter.
Imperial Valley press., 1938-09-16
Auto Workers
Board Accepts
Peace Plan
Continued from Page u


The special committee that will
arbitrate the cases of the suspended
officers will be composed of Hillman
and Murray only. On all othe,
such cases, however, and for any
other matters before the committee
Martin and R. j. Thomas. the Only
remaining vice president will sit
with the committee.
FORD, SLOAN
MAY TESTIFY
WASHINGTON, Sept. 16. CUP)-
Henry Ford and Alfred P. Sloan,
chairman of General Motors cor
poration, may be called to testify
at senate hearings on profit
plans for industry, it was anaounc-
ed today.
Chairman Clyde l.. Herring, D.,
Ia, Of a senate finance Subcom-
mittee studying profit sharing plans.
said that hearing would begin here
Dec. l.
1--WE want to bring in men like
Ford and Sloan, who don't believe
in profit sharing, and have them
tell us what is wrong with it,"
Imperial Valley press., 1938-09-16
(Continued from Page ID

Continued from Page ID
1899. No child may start the first
grade after the first school month.
Weakley strongly urged the CO.
operation of parents and guardians
in prompt enrolment and in MAX
ing every effort to see that at
tendance throughout the year is
regular.
Nothing is more discouraginS to
Imperial Valley press., 1938-09-16

growing weekly Hence, business OBJ
servers are almost unanimous in
predicting that trade this Fall will
be exceptionally heavy.
Imperial Valley press., 1938-09-16

Though total water storage at
Lake Mead was increased to more
than 100000 acre feet, the daily
discharge of water at Yuma drop
ped to $3.50 acre feet on Thursday
as compared to 6040 acre feet the
previous week, U. S. Bureau Of Rec
lamation figures revealed Friday.
Imperial Valley press., 1938-09-16
ADS DOUBLE
DOLLARS

Newspaper advertising doubled
the number of dollars invested
In the Federal Savings, and Loan
Association during its recent
transfer period, Hugh H. Evans,
president of the Federal Savings
and Loan Institute of California,
announced last month.
Imperial Valley press., 1938-09-16
LEAVES VALLEY

Mrs Lillian Richards left Fri
day for a weeks vacation. She will
meet her son, Rex Richards. in Eu-
gene. ore.
Imperial Valley press., 1938-09-16

A Wsnt-Ad is Worth 100 Window
Cards. F@hone s6Oi
Imperial Valley press., 1938-09-16
PINE VALLEY HOLIDAY

Mr.. and Mrs. Truman Thompson
and family are home after spend
ing their vacation at Pine Valley.
Imperial Valley press., 1938-09-16
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Imperial Valley press., 1938-09-16
WEATHER

ata cOmpIied by observers Tor
official United States weather