davidaulloa/AmericanStories huggingface dataset:
Imperial Valley press., 1938-09-23
SEARS SPENT S11,b21,763
IN NEWSPAPERS IN 1897

such is under the direction of D. M.
Nelson, merchandising vice-presl-
dent. Assisting Mr.. Nelson in the
retail field is DR.. Boris Emmett, who,
as general retail merchandise man.
ager, has immediate Jurisdiction
over policies relating to retail store
advertising.
Newspapers Greatest Factor
Commenting on the retail promo
tional survey conducted this sum-
mer,, Mr.. Nelson told Editor &
Publisher:
81 have always known that news
paper advertising was the backbone
of our retail promotion, but not un-
til now did 1 realize that it was the
blood and Sinew as well. l believe
that Sears, Roebuck & Co., is in a
unique position to appraiSe the
relative value of the various retail
promotional media. We entered the
retail business without any precon-
ceived notions and proceeded along
the road of trial and error. We
maintained a polite and, I hope,
scientific interest in the traditional
methods of retail promotion, but
we also maintained an open mind
| think we were more advantage
ously situated than most firms to
view our problems effectively.
Therefore. our conclusions should
have a special meaning and pos
sibly special merit. We befeve that
no other single factor has done
more toward building the Sears re-
tail stores than the newspapers
Their generous consideration, their
very concrete help were invaluable
to us n creating a new instrument
of distribution. We had something
to sell and they, more than any
other agency, provided us with a
mass marketplace. Sears, Roebuck
& Co., is in their debt and knows
It,"
Circulars, the second most i'm
portant medium used for Sears
retail promotion, are generally con-
Sidered supplementary to news
papers, according to DR.. Emmett.
retail merchandise manager.
"A supplement is a fine thing"
declared DR.. Emmett, but you can't
live on it and, as yet, Sears has
no conspicuous success story to tell
about achievements of any medium
ave the newspaper"
Imperial Valley press., 1938-09-23

and that. Yet l believe that people
are more upset and frightened to-
day than when business was at its
lowest point in June.
The reason is, of course, the Eu-
ropean situation. Newspaper head
lines have been screaming war for
weeks. Your radio program is in
terrupted every ten minutes by
radio press bulletin" playing up
some insignificant war news. My
position right along has been that
there will be no general war in
Europe this year, at least. When you
read this column l will be on my
way to Germany to get some first
hand information for you.
War Bullish on Business
Our present upsWing will be halt
ed by this European situation if
business men, radio broadcasters,
and the press are no, careful. Bus
ineSs is like a machine. 1t takes a
lot OF power to get it rolling. Once
it is rolling, however, it builds up
its own momentum. The sensational
treatment of the European crisis is
putting a brake on business recov-
cry. Consumers are naturally hold
ing back on their shopping anc
business men stalling on their buy.
ing.
However, my belief Is that what.
ever happens people are worrying
unnecessarily. Even if there IS {
war; it may help, not hurt, Amer.
lean business. If the European
powers fly at one another's throatS
the demand for foods, clothing
munitions, and machinery will bt
tremendous. To know what will
happen we only have to look back
a quarter century to the World
war. Most of my readers remember
that we had a prosperity never
before known in the United States
Imperial Valley press., 1938-09-23

from 1915-19199.
What Happened in 1914?
The opening gong for the last
war was sounded on July %, 1914
when Austria knocked the chip off
Serbia's shoulder. The New York
stock market Immediately crashed.
Prices hurtled downward in one
of the sharpest breaks in history.
The Exchange was promptly closed
from July 81 to December II. How
ever, during the twelve months
after the market reopened, there
was a constant increase in security
prices. Many issues doubled and
tripled.
Business activity also begged
down Immediately after the declar-
alton of war, but only for short
time. Beginning in November, 1914,
a sharp upswing got under way and
carried through the Summer of
1918. At the extreme peak in May
1917, activity was 55 per cent high
er than it was when the Germans
crossed the Belgian border. This
was an all-time record for Ameri-
can business.
War Brought Initiation
OF course, not all stocks galloped
to new highs during the war period
because the profit margins of cer-
tain industries were drastically
SlaShed. Commodity prices jumped
l40 per cent. We had a real dose
OF initiation. Copper scared from
IA cents to 80 cents a pound. Flour
skyrocketed from $3.50 to $3.50 a
barrel. Sugar leaped from cents
to l6 cents per pound Labor also
was in great demand. Wage scales
in many industries doubled. Taxes,
too, were drastic. AS a result, the
cost of doing business, as well as
Imperial Valley press., 1938-09-23
County Ties for
Safety Award

SACRAMENTO, Sept. %. (UP)-
The Department of Motor Vehicles
announced today Orange, Imperial
and Ventura counties tied for first
place in reduction of traffic fatali-
Ties on rural highways during the
first seven months of 1888 Each
county cut the toll by 16 lives be-
low the total for the first seven
months of last year.
Imperial Valley press., 1938-09-23
Peace Disturber
Gets Jail Term

Jim Looney, 33, will be behind the
bars of the county jail for 10 days
for failure to pay $40 fine for
disturbing the peace.
He was released by Judge John
E Simpson last month and in
structed to pay a $40 fine in two
installments, Judge Simpson ord
cred him arrested when he failed
to pay. .
Imperial Valley press., 1938-09-23
Suspect Held for
Burglary Trial

Clayton Wardlow will be tried in
superior court on charge of bur-
glarizing the Broadway rooms early
this week.
He was captured after an early
morning sprint through downtown
alleys. Watse Oostenveld, proprietor
of the rooming house at Fifth and
Broadway, surprised Wardlow in
the place. He signed a complaint
accusing the prisoner of rifling his
trousers of $35. Wardlow is held in
Jail in lieu of 81 900 bail.
Imperial Valley press., 1938-09-23
SandaIwood Work
Rd sed byCity

A resolution committing the city
OF Ell Centre to put through an i'm
proved street on SandalwoOd be-
tween Seventh and Eighth streets
within at least two years was passed
Wednesday night by the city coun-
Gil.
Councilmen pointed out that the
street will be put through sooner
If in the meantime assessed valua-
tion has increased $4,000 or more.
The action was taken in order to
AID property owners in securing
housing loans.
Imperial Valley press., 1938-09-23
The POst-Press Business Review Ell
BUSINESS NEWS NOTES

On the ddcket for next weeks
national advertising are the fol-
lowing products: Vicks cold rem
edieS, Chesterfield cigarettes, Buick
automobiles, Camel cigarettes,
Cream of Kentucky, Old Quaker,
Southern Pacific, Doans Pills, Gill
more gasoline, Kellogg AllBran,
Airway coffee, Wilken Family
Fapst beer, and Kruschen salts.
Charles Bicycle Shop at las Sc.
7th street is Ell Centro's newest
business establishment. The shop
will feature Columbia and Colson
bicycles, repairing OF bicycles, lawn
mowers, and washing machines,
and Fisk bicycle sales. Charlie is
announcing his new enterprise with
a series Of four advertisements.
Two more grocery stores joined
the advertising ranks this week
when Grand View Market and
Quality Food Market both ran at
tractive ads for Friday and Sat
urday food specials.
l. V. Hardware continued their
Homecoming Sale and continued to
feature homecoming specials in
their advertising during the past
week. Warren Currier, sales man
ager, reports that the response to
the annual event has been excep-
tionally good this year.
Sears Robeuck Co. backed up
their Anniversary Sale with strong
advertising promotion which car
Imperial Valley press., 1938-09-23

mutually of their problems" and
responsibilities to the public.
'It is logical this harmony of in
terests will be further vitalized
when the ranks of labor develop
greater solidarity in support of a
code of ethics, in line with the pro-
cedure that is recommended for
industry" he continued.
Roper said the modern corporate
system of business conduct emphas-
ICES promotion of efficiency, econ
omy, and elimination of wasteful
practices" which has made pro-
gressive industry "the custodian of
the social and economic health of
large numbers of people"
Imperial Valley press., 1938-09-23
SeeIey Church to
Stage Big Rally

The Seeley Community church
has set Sunday for Rally Day for
both church and Sunday school.
A pot-luck dinner is planned for
Sunday Immediately following the
morning services.
Evening meetings, Christian En-
deavor at $50 and services at 7:30,
will begin this Sunday.
The annual meeting of the church
will be Wednesday at 7:3O.
Imperial Valley press., 1938-09-23
Buick Men Hold
Preview Nee

A re-announcement sales con-
vention of Pacific Coast Buick deal
ers and their organizations will be
held in Los Angeles Tuesday, Sept
81, at the Ambassador hotel to
launch their 1889 model season.
All the Buick executives will
speak and the new Buick cars will
be displayed.
California newspapers have been
invited to attend and pre-view the
new models.
Imperial Valley press., 1938-09-23
Government Spending Since July 1st
Passes Two Billion Mark, Climbs
Far Beyond Last Years Figure

WASHINGTON, Sept. %. CUP)-
Government spending since July l
has crossed the $4,000, 100000 mark,
the treasury revealed today.
Expenditures between the start
of the fiscal year and Sept. 81
amounted to S2,O26, ,487 ,649, exceed
ing spending in the same period
last year by $233 100000.
Imperial Valley press., 1938-09-23

miles north OF San Francisco last
night by the S. S. West Planter,
Mackay Radio reported. The junk
was about Is miles offshore.
Aboard the boat were it's owner,
DR.. E. A. Peterson, 36, of Shanghai,
his American born japanese wife,
Tame, and two Russian crewmen,
Nick Perminoff, 25, and Victor
Ermoloff, 81.
Their original destination was San
Pedro. Apparently they were blown
off their course and carried north
ward by changing wind and waves
The West Planter hailed the
Imperial Valley press., 1938-09-23
Roosevelt Names
Distant Relative
u. S. Comptroller

WASHINGTON, Sept. 90. (UP)-
The White House today announced
appointment of Preston Delano,
governor of the Federal Home Loan
Bank board, as comptroller of the
currency.
Delano's appointment was an
nounced by the White House secre-
tary early who announced that Mr.
Roosevelt had cancelled his press
conference of the head cold from
which he has been suffering this
week.
Imperial Valley press., 1938-09-23

OF the total so far expended, ST.
145,918,7 1876 was for general gov
ernmental purposes. Recovery and
relief expenditures aggregated $617-
O57, ,445 as compared with $477,-
685, ,651 last year. The heaviest en-
ergency expenditures were for the
Progress Administration,
which spent $499 1892, ,785.
Imperial Valley press., 1938-09-23

Frank Uilman, proprietor of the
Broadway Theater says "The Post
Fress is more interesting than the
big city papers, It's got all the
important news one doesn't have
TO waste a lot of time finding what's
interesting, In fact. Frank said
50 many fine things about these
We cat remember them
all.
Imperial Valley press., 1938-09-23
HUSBAND DIVORCES WIFE
WITH ANOTHER SPOUSE

Because Clarene Summerhill
Collins SidWell had another hus-
band at the time she married
Wendle Laurence SidWell in 1888,
the court Thursday annulled the
marriage. Sidwell requested the
annulment.
Imperial Valley press., 1938-09-23

days ago, likewise denied the Koch
man case was in any way connected
with the ban. He sid he acted be-
cause of numerous complaints filed
against gaming.
Imperial Valley press., 1938-09-23
COMMUNITY BUILDING DONE
BY YOUR NEWSPAPER

One of the biggest Jobs newspaper has is Communi-
ty Building Basing the space devoted to community
building activities on regular cost per column inch
basis the Post and Press gave such activities S2O625
worth of actual space in their columns during the past
two and half years.
Imperial Valley press., 1938-09-23
Tiny Chinese Junk, Five Months at
Sea, Nears Final Phase Of voyaqe
Across Storm Tossed Pacific

SAN FRANCISCO, Sept %. (UP)-A tiny Chinese
Junk Chat sailed from Shanghai last June with of
four today approached the California in the final
phase of hazardous the Pacific
The Junk flying an American flag was sighted 125
Imperial Valley press., 1938-09-23
War Score Overdone Soys
Noted Economic Expert
By ROGER RABSON :

NEW YORK, Sept. 23.-For the past three months
business has been bowling right along. Activity is II
cent from the midJune bottom Every day there is
encouraging, cheerful coming out this industry
Imperial Valley press., 1938-09-23

Indirectly, all Ell Centre business men and national
advertisers who place their advertising in the Post and
Press have had part in this publicity for the benefit
of the community and its activities their advertising
FUNDS are largely responsible for the successful pubca
tion of the newspapers
Imperial Valley press., 1938-09-23

various acIlVlIleS ana organizations:
Churches religions activities 800 items = 8 63
Fraternal organizations ...... TIC items = 3 40
Educational (PTA schools etc) S36 items = 5 &c
American Legion (H-pass,etc 379 items = 2 1C
Service Clubs ....-.----...--.. $40 items = 3 AZ
Youth Children (Scouts,
Campfire girls, Jr. Police etc. 700 items A &c
Womens clubs ... $40 items A Ia
Charity (Coordinatmg council
clothes closet, Salvation Army
Red cross) 300 items - so
Chamber of Commerce .-....-.., More than 500
Building, Real Estate Il Yr) More than = O(
TOTAL devoted to Community - 81 80
Evening star., 1938-06-03
EAST'S HOPES DIM
IN |. c. IA MEET
Trojan Team Is Favored to
Win-IndividuaI Title
Battling Is Open.
BY the Associated Press,

6s bTe ASSOClatcQ fTeSS.
NEW YORK, June 3.-The cry is
beat the West" but it will be nice
not to say startling-work if the East
ern track and field athletes can do it
in the l. C. "A. games at Randalls
Island Stadium today and tomorrow.
Once more the championships have
drawn the entries of the coast colossi !:
Seventeen men from Southern Cali
fornia, seven from California and a
lone. but potent competitor, Tom
Berkeley, the low hurdler, from Cali
fornia at Los Angeles.
The Trojans, with the possible ex-
ception of Michigan the strongest
squad in the country, are heavily
favored to win the team title with any
where from IS to As points.
If the team title is a closed affair,
the individual titles decidedly are not.
The Eastern sector will send such
worthless as Ben johnson of Columbia.
John Woodruff of Pittsburgh, Peter
Bradley of Princeton, Jay Shields of
Yale. Irv Foltwartshny of Rhode Island
State and Alex Northrup of Harvard
out to battle for the J.. c. 4-A. crowns.
Evening star., 1938-06-03
BALTIM0RE'S WOES
HAVE GROUSE DIZZY
Injuries, Layoffs Followed by
Losing Streaks That Drops
Orioles to Seventh.
BY the Associated Press.

BY the Associated Press.
Bucky Grouse, the ex-glass blower
who manages the Baltimore Orioles OF
the International League, must be
longing for the comparative peace and
quiet of glass factory as trouble con-
tinues to follow his harassed ball club.
Bucky's woes began early in the sea-
son when Lefty Carl Fischer broke an
arm, and the injury jinx has been
trailing him since, touching. among
others, Outfielders Frank MCGOWAN,
Alb Wright, Shortstop Nolen Richard
son and Pitcher Harry Matuzak.
Add to these injuries the suspensions
handed to few of the eccentric regu-
lars, and the current seven-game los
ing streak which has sent the Birds
from second to seventh place In less
than week, and you get picture OF
what Grouse has had to contend with
Rollie Stiles, veteran right-hander
of the Jersey City Giants, plastered
defeat No. on the Orioles yesterday
as he held them to five hits to win Al
Evening star., 1938-06-03
BY SID FEDER,
Associated Press Sports Writer.

They said so long to the Schoolboy
today.
They said so long to one of the
grander guys in this baseball business.
They'll remember him for his ''How'm
I doin' Eina?" greeting to his bride
that laid the radio audience in the
aisles back in the palny days. They'll
remember him pitching the Detroit
Tigers to pennants in 1884 and 1885.
And they'll remember him, too,
working his heart out this spring try
ing to come back, trying to overcome
an arm ailment that specialists had
been laboring over for more than a
year.
But it was just no go for Schoolboy
Rowe. For four or five innings the
arm held up, although little of the
snap was left. Then it went out.
Evening star., 1938-06-03
COTTON BACKING
BRITISH CUPMEN
Team Will Win, Bruen Can
Beat Goodman in Walker
Golf, Pro Ayers.
BY the Associated Press.

BY the Associated Press.
ST. ANDREWS. Scotland, June g.
That handsome, stubborn man way out
on the limb today is hilarious Henry
Cotton.
He is willing-in feet he insists-on
risking his reputation as golf critic
on his opinion that Great Britain will
bcat the United States IN the Walker
Cup matches tomorrow and that Jim
Bruen will beat Johnny Goodman or
whomever he meet~.
Cotton not only says this, but backs
1t up with cash.
He Is putting money on Britain and
Bruen despite the fact that Goodman,
having heard Cotton's prediction, now
is aching to get shot at the Irishman
in tomorrow's concluding matches.
Henry admits Bruen is no stylist.
Hes looper. Some day it probably
will get him into trouble, but it won't
be this week. You can count on that"
Freddy Haas inadvertently showed
this prediction to Goodman today. 1t
was the talk of the American team
before 1t went out to play the four
somes. Goodman just laughed and
said, Well. maybe he's right"
Now all that remains is for Good
man and Bruen to play each other
in the singles. The captains looked
over their players today and are sched-
uled to pick the singles line-ups to-
night.
Evening star., 1938-06-03
Is Max of 1888 the Same Fighter2

Sports neao1es Schmelng to Be Underdog
complete of
Armstrong served
not sip all the
summer when he whipped Cefno
hy detected
against Armstrong after he
turned IN good fight the
Henry
fs was nhsheo Barney
grown too od And
returning important Max chilled Louis two
n " WV
Louis was % old then and
cay schmeng experienced without being too
DID, But June %
peak but Schmelng
Ross is washed at % we'll
neaVyWgh last longer than the
fSoSs ana schnelng
You can't prove anything either
echmeg smarter than Louis
nan Armstrong Shrewd
Hammering Henry
necton with Joltng - N WA
Evening star., 1938-06-03
GIANTS SOUNDING
BUGS FOR YOUNG
Chiozza, Berger Offered in
Swap for Keystoner by
Manager Terry.
By the Associated Press,

By the Associated Press.
PITTSBURGH, June 3.-Bill Terry,
fretting about second base gap in
the otherwise serene lineup of his
New York Giants, dangled a deal for
Lemuel (Pep) Young today in the
faces of his National League confed-
crates, the Pittsburgh Pirates.
President Bill Benswanger Of the
Bucs disclosed that Terry had offered
Outfelder Wally Berger and Second
Baseman Lou Chiozza for Young and
that the trade might be eliminated be-
fore the New Yorkers leave town to-
night.
Terry already had told questioners
he was endeavoring to patch up the
hole left by Burgess Whitehead Drop
ping out for an appendicitis operation.
None Of Trio Hits Heavily.
Berger was obtained by the Giants
last June from Boston for Frank
Gabler and a reported s35,ooo cash.
At the time the Pirates expressed in
dignation they hadn't had a chance
to bid for him.
However. the one-time slugger, now
80 years old, got into only SO games
and batted .285.
Chiozza, alternating between third
base and the outfield. batted only .232.
Young, who has been with the Pi-
rates three years and played three in
field positions. batted .260 last year
and this year has been hitting a .255
clip.
Evening star., 1938-06-03
BY EDDIE BRIETZ,
Associated Press Sports Writer

NEW YORK, June 3.-That ro-
nance between Golfer Horton
Smith and Barbara Bourne, the
sewing machine heiress, began at
Augusta the year Smith won the
Masters tournament.
Sad news for the bookies: Mr..
Art Rooney. the Pittsburgh
plunger," is reported heading Eas.
for the Aqueduct meeting next week
and expects to have that $4,000
guarantee for "Whizzer" White ir
his pocket before the start of the
fourth race on opening day :. :.
Ed Flowers, lanky captain Of Mich
igan States golf team. irons out
those greens with No. Is shoes.
Harry Long, pro at The Cherry
Hills Club, Denver, where the Ma
tional open will be played, thinks
the course Is made to order for
Harry Cooper :. Long says the
Evening star., 1938-06-03

Al Also Sets Five Season Records for Minors

par 4, 470-yard 14th hole will give
the boys the most trouble.
The word is out along the Co
wanus that unless Burleign Grimes
can produce his days as the Dodger
pilot are numbered Won
der what odds Jack Doyle would
lay against a subway World Series
right now?
Joe Jacobs has been at Max
Schmeling's Spectator camp SO
long he hardly can read by cleo
electric light on his fnfrequent
visits to Broadway Dead
line for major league trading falls
on June Is Big crowd at Brad
docks last night to celebrate
Andy Niederreiter's IS years in the
boxing game here,
This corner predicted Henry
Armstrong would stop Ross in II
rounds, or less Henry would
have, too u barney had Nstsned 70
Evening star., 1938-06-03
Stars Yesterday
By the Associated Press.

Dutch Leonard, Senators-Hand-
cuffed White Sox with six hits
for IL win.
Spud Chandler. Red Rolfe and
Monte Pearson, Yankees-Chandler
pitched six-hitter and Rolfe hit
homer with two aboard in 5-4 open
ing win over Tigers; Pearson al
lowed five hits to take nightcap,
So.
Duckey Medwick, Cardinals-Hit
three double and a single, driving
in three runs in 1875 decision over
Phillies.
Johnny Lanning, Bees-Pitched
shutout ball in 1-3-inning re-
lief pitching trick to save 60 win
over Cubs.
Jim Bagby, Red Sox-Hurled six
hitter for 6-1 victory over Browns.
Babe Phelps, Dodgers-Hit dou-
BILE and three singles and drove in
two runs in lis win over Reds.
Hal Trosky, Indians-Hit homer,
double and single, drove in four
runs and paced Tribe to 10-5 tri-
umph over Athletics.