davidaulloa/AmericanStories huggingface dataset:
Imperial Valley press., 1938-08-19
NATIONAL ADVERTISERS
SHOULD CONSIDER CLIMATE
. EDITORIAL -

conditions different practically
the country cimaticaly speaking.
weather really begin here until November the latter
weather begins
April with extremely days often falling
climate still remains national
thereby might resultful
called the advertisers but seemingly
possible Chicago
different climatic conditions
but others still do
However there growing the advertising
they buying
habits before place advertising
this give them
period they tentatively
the advertising of certain
important advantage
which intended the making of SALES!
Imperial Valley press., 1938-08-19
Minister Confesses
Staying Maid,
Expectant Mother

STANTON, N. D., Aug. l9. loP2
The Rev. Hello Jansen. 81, an
evangelical Lutheran minister, pc
gan a life term in the state penl-
tentiary today less than l5 hours
after he had confessed the poison
murder of his l6 year old house
maid, Alma Kruckenberg.
He broke down yesterday while
being questioned by states attor-
ney Floyd Perry and admitted that
he had killed the girl August 10
with poisoned wine, moved her
body to the basement Of his ten
room parsonage, and then had set
fire to the building in an attempt
TO conceal the murder.
A post mortem examination re-
vealed that the girl had been an
expectant mother.
In his confession, Jansen said
he killed the girl because she had
threatened to tell his wife about
her condition.
Imperial Valley press., 1938-08-19
WORLD AT YOUR DOOR
DELIVERED BY NEWSPAPERS
= EDITORIAL

You know in ten minutes what grandfather six months
Now telegraph telephone
newspaper
minutes
arpane.
Wire services their subscribers with half mil
lion words day at yearly of $200000000
Unrest
have brought American
what the other nations doing going do.
The result placing experly
correspondents throughout the world.
They picked alert highly educated quick
When daily delivered,
doorstep
And done faithfully, the
son-"Ciet it first but also get it right"
them have died posts Jailed
number banhed by political
their honesty, had them escorted borders
The public the only they under military
and methods that public
fiction writer who lived
msinform
being recalled by popui."
Imperial Valley press., 1938-08-19
Ger Manufacturer
Call Men to Work

Reports from Cetroit that the
automobile industry is calling men
back to work indicate that the
change-over "zero-hour" was pass
ed when 14,771 cars and trucks
were assembled in the week ended
August 6. Through July, produc-
ton averaged 47,867 units a week
as against 112,459 weekly in the
first seven months of 81. But be-
cause sales totals are more impor-
tant than output, the industry
shifted into low gear when the
business downturn reduced the
ranks OF new car prospects. AS a
result, production schedules this
year were held to minimum, SO
that pent-un stocks on dealers
hands might be cleared before 1890
models appeared. Adoption OF this
policy has been one factor making
for a return to normal production
levels in the near future. Floor
model inventories have fallen to
a low ebb and used car inventories
have been materially reduced, one
producer reporting its agencies
with the smallest stocks since
November. 1886.
However, the industry's return
to better than 100000 cars a week
will depend upon labor. Recent
splits in U. A. w. ranks may car
ry into factories, result in sit-down
stoppages. since he fight fcr
union leadership is paramount
isue with union leaders, transcend
ing output goals of plant owners. !
Imperial Valley press., 1938-08-19
Expanding Textile
Buying Indicates
Good Fall Trade
(From Wall st. JournaD

NEW YORK-Spurred by grow
ing indications that fall retail
trade will come close to levels of
year ago and with stocks well liqui-
dated, retailers and large mail or
der houses are gradually increasing
their orders for finished textile
goods. The entry of merchandisers
into the market after months of
cautious buying is regarded as en-
couraging by trade circles, as any
further improvement in operations
and profit prospects for mills and
manufacturers is dependent upon
a more normal movement of goods
to retail outlets and thence TO the
consumer.
Despite the upward trend OF re-
tail sales throughout the nation
since early June and general ex-
pectations that consumer demand
this fall will not be more than SO
under the 1887 period, and may in
some instances equal or exceed last
years figures, orders for finished
goods for fall requirements are still
below normal The average small
retailer is still waiting for more
tangible signs concerning fall pros
poets, while the mail order houses
and large department stores have
covered a larger part Of next sea-
sons requirements.
With stocks of many basic lines
near the depletion point, and SEN
timent concerning fall business
continuing cheerful, il is expected
there will be a general abandon
ment of the present cautious buy
ing policy by retailers in the near
future and a move started TO ac-
quire a more normal amount of fall
goods. Such a move would be a
natural conclusion TO the heavy |
buying OF cotton and woolen goods
by conyerters and clothing manu-
facturers late in June.
Imperial Valley press., 1938-08-19
Woman's S Body
Found in Trunk

SAN FRANCISCO, Aug. 10. CUP)
= The mysterious death of Mrs.
Hope Elizabeth Draper, "A, whose
body was found in a chloroform-
drenched trunk at her home last
night, was investigated today by
the homicide squad.
Investigators believed Mrs. Dra-
per had committed suicide last
Monday, climbing into the trunk
closing the lid and opening a bot
tie of chloroform she apparently
had just purchased.
Imperial Valley press., 1938-08-19
Sell It Through
The Newspapers
| Page 2
BY FRANK ii. KLITZKE
Adv. Mgr. Of The Hub. II. c. LyttOn

& Sons, chicago
Few, if any retail stores will dis
agree with the premise that the
newspaper is by long odds their
major media, but many however,
do not agree with the follWing
thoughts in regard to use of it.
Consistent concentration is un-
questionably the first consideration
in sound newspaper advertising
with dramatized appeal and news
interest a colse second and third,
In regard to the iirst, it Is slgni-
ficant to observe an cid proverb-
The dropping of water will wear
away the Stone"-os also will con-
sistant and adequate representa-
tion of a stores merchandise wear
into the consciousness of readers.
And with competition as keen as 1T
is today, it is unwise to risk losing
worthwhile opportunity of keeping
the news of a store regularly before
the people. The readers of paper
should be as accustomed to looking
for a stores advertising as they
are inclined to look for a neWspa-
per's features, and just as there is
a regular consecutive appearance OF
editorials. arttc3s,etct so should
there be consistent, adequate ad-
vertiSing from tie stor>.
Merchants are often wont to think
of dresses as SO many units hang
ing in stock and lose sight of tn
fact that a dress is not only a new
style and a great value but that L,
is also happiness, charm, allure
and all of the ether emotion stirrin =
qualities that interest women in
buying them. Nea:,, all merchan-
disc should be dramatized, from
furniture to fancy goods-a chair
for instance, is not only something
to sit in but something that fills
a very important corner in some
ones home. And as for news inter-
est, many very successful ads have
been interestingly tied up with some
item OF news-national or local, II
doesn't matter as long as the sub
iect is one that obvioslu parallels
ne merchandise advertised.
Imperial Valley press., 1938-08-19
Biggest Bus Tested
In Heavy Traffic

AKRON, Ohio. Aug. l9-Traffic
Biggest bus bus review nd .aaWe
hazards and rolling terrain have
been conquered by science in the
development of a new streamline,
light weight super-bus largest
in the world - which is making
test runs here to prove it's men,
euverability on crowded streets.
With street car" capacity of
100 to 140 passengers, the new
transportation units, soon to be
placed in service in Baltimore and
other metropolitan cities, resemble
two coupled coaches. They are
nearly so feet long, weigh 27,500
pounds and are capable of attain
ing speed of SO miles an hour.
Imperial Valley press., 1938-08-19

Several thousand troops we're
engaged in running down terror
lists in scattered sections. They
were aided by airplanes which
bombed and machine gunned re-
sisting rebel bands.
Coincident were reports of a
new British plan for dealing with
terrorists, probably to be put into
effect Immediately.
The plan was completed while
Malcolm Macdonald, British sec
retary of colonies, visited here two
weeks ago 1t was understood to
include the most intensive search
yet made for the sources of sup
plies of bombs and other munitions
now in Palestine. The authorities
were confident that these sources
could be eliminated shortly. At the
same time a strict patrol of Pales-
tines borders was to be put into
effect to halt the smuggling of
munitions.
Imperial Valley press., 1938-08-19

plan, we have every effort to de-
velop each part of our service de-
partment to the point where we
could honestly say, This is the
equipment and these are the men
to give our customers the best there
is in modern approved service.
Our repair and maintenance
tools. fabrication equipment, motor
analyzer, and trained service men
are reflected in the new 100 per
cent plaque"
Imperial Valley press., 1938-08-19
apPRAIsALs RISE

WASHINGTON - Mortgages for
loans ON small homes selected by
FHA for appraisal in July totaled
ss<,i754s7, against S47l62.i73 in
july, 1887 During the seven-month
period ended with July, mortgages
fe'"@.~A f~r appraisal amounted to
ESQ. 100000. a 4Ags increase over
A..s ssai 100000 total during the
llke period last year.
Imperial Valley press., 1938-08-19
MERCHANDISING NEWS NOTES

Front Row News Company is
now distributing magazines to
newsstands here. AL Boyer, the
company's representative here,
states that major publishers pub
lications will be handled.
Best authority on conditions in
an industry is the head of that
induStry's trade association. Last
week the authority on conditions
in petroleum had this to say: De-
mand, ahead of 1887; Export de-
mand, considerably better; Inven-
tories, lower; Gasoline consump-
ton, ahead of 1887; Fuel oil de-
mand off 10 per cent from 1897
for first five months; Employment
higher than 1929!
Seven-Up is now running a four
ad campaign on Seven-Up Float in
the Post and Press. This is a new
advertising account for this ter
ritory.
Massey Horton reports that his
&c August fountain specials have
been very effective in bringing ad-
ditional traffic into his store.
This week Union 76 gasoline
again advertised its special "Ho
Weather Protection" with large
space. This campaign, which be-
gan in June, is proving highly pro-
Imperial Valley press., 1938-08-19
MckEOWN APPOINTED
TO NEW [. A. POSITION

Nat McKeown, who has been as
sistant to Harold Deal, advertising
director of Associated Oil company
in San Francisco for the past sew
eral years, has taken the place of
ID. ID. Durr, who resigned August
10, as advertising executive for
ASsociated's southern California
territory.
Imperial Valley press., 1938-08-19
SEES STRONGER UPTURN

WASHINGTON. - Secretary OF
Commerce Roper said that the re-
cent advance in industrial output
had been contra seasonal and added
ne believed it a further indication
of a stronger upturn in the fall.
Imperial Valley press., 1938-08-19
FOUR ENTOMBED MINERS
SAVED FROM DEATH

SCRANTON, Pa, Aug. 10. (UP)
-Four anthracite miners entombed
for nine hours hundreds of feet
below the surface and were res
cued today, alive and unharmed.
Imperial Valley press., 1938-08-19

Associated Coffee Industry of
America, Inc. was recently formed
to promote coffee sales. 1t is back
ed principally by large South and
Central American growers. Young
81 Rubicam advertising agency has
lust received appointment from
the Association.
Imperial Valley press., 1938-08-19
I. " SELLS HOME
REPAIR MATERIALS

Louis Moore Of /. '. Hardware
Co. reports that the El Centro store
has enjoyed an exceptional amount
of paint, roofing, and general
household rspair materials thus
far this month.
According TO Moore most of these
customers are taking advantage of
the family's absence to have need
ed repairs made for the coming
fall and winter.
Imperial Valley press., 1938-08-19

the MetropoIe hotel early today
by a fire which damaged several
buildings in the business section.
Loss was estimated at $4,000 to
$4,000.
Imperial Valley press., 1938-08-19

ana almost to the hour from the
time that James Mcintyre, weary
from 10000 performances. passed
on, and today, somewhere beyond
the rim of space and time. McIn-
Imperial Valley press., 1938-08-19

is read by between and people
On that basis your message is placed
before 1900 to $4,000 readers (po.
tential custcmers) if you place it ir
the Post and Press.
The store which advertises con-
sistently and soundly is an OLD
friend and enjoys steady business
The store that advertises in a
"willy-nilly" fashion is apt to ex-
perience the same kind of patron
agel
Never pay a strange advertising
service salesman anything in ad-
vance. Several Ell Centro business
men have been stung in this man.
ner. No reputable firm will demand
payment prior to delivery of service
Imperial Valley press., 1938-08-19
ARABS CLASH WITH BRITISH TROOPS
in VAST DRIVE AGAINST TERR0RISTS

JERUSALEM, ug 10. (UP)-At least 30 ARABS We're
killed and many wounded in clashes with British troops
during the last AZ hours it announced today Brlts
authorities said their military operations were the larges
since the recent series of disorders began.
Imperial Valley press., 1938-08-19
WOMAN SENTENCED

Bessie Calbert, 35, was ordered
to leave town under penalty of a
six months jail sentence when she
pleaded guilty before Police Judge
Lee Nuffer Friday to drunkenness.
Imperial Valley press., 1938-08-19
MCINTYRE AND HEATH TOGETHER
AGAIN AS LAST MEMBER OF FAMED
VAUDEVILLE TEAM DIES

SETAUKET, N. Y, Aug. 10. (UP)-McIntyre and
Heath together again today in the happy land where
every joke riot where every song is hit and where
the audiences applaud forever and day.
Thomas X. Heath died last night year to the day
Imperial Valley press., 1938-08-19
FIFTY DRIVEN FROM
FIERY EUREKA HOTEL

EUREKA, Calf, Aug. 10. CUP)-
Fifty PARSONS We're driven from
Imperial Valley press., 1938-08-19

ductiVe in results, according to
Union Oil Co. officials.
Standard Oil Co. campaign on
service has brought gratifying re-
suits throughout the country, ac-
cording to company officials, and
will be continued through the sum-
ner season.
Coast Counties Gas company has
placed a schedule of six advertise
mentS featuring THE Big 4" gas
conVenienCes: cooking, beating, wa
ter heating, and refrigeration This
campaign is in conjunction with
the company's rate reduction of 9
per cent in the valley, which is
effective September l.
j. G. PenneyS midsummer blan-
ket promotion resulted in the sale
of about 200 upper bracket priced
blankets. The blankets were sold
on the lay-away plan and the fine
showing made illustrates again the
fact that business can be done in
August in Imperial Valley. Johnny
Hern, Penney assistant manager
reports that several customers have
jovially remarked that they've al
ready started using their new
blankets during the present cold
SNAP"
Advertising doesn't cOst--it PAYS
Imperial Valley press., 1938-08-19

Bullock's. Inc, has declared
dividend of so cents a share on
common capital stock, payable Sep
tember / TO stockholders of record
August IL.
Imperial Valley press., 1938-08-19
Sage Advice

A socalled Spec
ial' that isn't a
Special" at all
does the advertis-
er more harm
han good. II
you're going tc
cut" an item tc
move it, really
CUT IT.
Every neWSDaDeI
Imperial Valley press., 1938-08-19
SLEEP SICKNESS HITS
750 HORSES. MULES

HELENA, Mont, Aug. 10. CUP)
DIR. H. F.. wilkins, state veterin-
arian, today estimated an epidemic
of sleeping sickness had affected
1900 horses and mules in western
Montana. Approximately 500 new
cases have been reported in the
last 10 days.
Imperial Valley press., 1938-08-19

DON'T WAIT FOE A TENANT
Find Him Thru n Want-Ad!
Imperial Valley press., 1938-08-19

Every newspaper
Evening star., 1938-10-26

Choose From S Lonely Styles in 10 Gorgeous Colors
Fern Leaf Lotus Plant Orchid Rhododendron Classic
stand from the choned backgrounds like the
design old booode Soteenned to them
longer greater grace hanging All at less than the
teo you Pinch peoted Of OOnch material Ito
po 234 yards long, Complete with tie backs and hooks
for honona 300 po Be here promptly best selection
Evening star., 1938-10-26

Sorouks-known the world over os one
OF the finest Of Orientol ruos-feo-
tured in the Anniversary Sole at enor-
NOUS savings. An outstanding group
for beouty Of desien-for blending Of
eolors-for fine workmanship. Ap-
proximoteIy oxl2-ft. size.
Imperial Valley press., 1938-06-06
Burglary Suspects
Confess Thefts
Continued from Page -

Continued from Page ID
ley Hardware in BraWley. They
identified two croWbars found by
Calexico police as those used on
doors and windows in the estab-
lishments. Payne and Bell said
they took part in all the burglaries
while Upton was involved in only
part of them.
Uptons employers telephoned Of
ficers that he failed to get his
wages after working one day, left
all his clothing and abandoned an
automobile. Lucille Bailey, a county
jail prisoner, released her 1928 Sc
dan and pink slip to Upton while
she served her sentence. Upton
gave the pink slip to Main street
cafe owner for two S. meal tickets.
The sedan when found contained
liquor bottles identified by tax
stamp numbers as among those
taken from the I. v. Liquor store.
Since Upton used the alias Fred
Saunders" when he and his two
companions were arrested by Braw-
ley police while attempting to bur-
glarize the I. " Hardware store,
he was not connected with the girl
or the automobile until the bottles
were identified The three men are
held In the county Jail.
Imperial Valley press., 1938-06-06
One Dead, II Hurt
In Auto Crashes
On Valley Roads
(Continued from Page One)

Continued from Page One)
bus to which a boy bicyclist was
"hitching" a ride. His machine hit
a patch of gravel and slid down
the highway nearly 200 feet.
One leg fracture was in the same
place as the fracture suffered IL
months ago Monday night when
Smyer's auto turned over on the
San Diego road Both breaks are
below the knee.
Eight Injured
Eight persons were injured, none
! seriously in a head-on automobile
collision Sunday night in Ell Cen
tro. A car driven by Everett Green
collided with one driven by E.
Hardy of Brawley, Negro, on Adams
street in the 1400 block.
Green, suffering from a head
cut. was released after treatment
at the FL Centre hospital. Mrs,
Opal Peck and Bert Wadsworth,
riding in the Green car, were re-
leased from Ell Centre hospital
Monday morning. Mrs Peck Suf-
fered knee injury and Wadsworth
cuts.
Hardy, his wife, Mr.. and Mrs.
Walter McCurley and their two
children, all Negroes of BraWley,
were taken to the county hospital
and released. Hardy suffered from
shock and his wife a shoulder in
Jury. One of the children was knock
ed unconscious and the other Suf-
fered a cut lip.
According to Officer Floyd Ackley,
Green's car was travelling on the
wrong side of the street. Hardy
Monday said the Green car sWerved
toward him and he was unable to
run off the road in time to avoid
a collision.
Maggie Hurt
Sam Maggie, As, Ell Centro, was
slightly injured early Sunday morn
ing when his sedan overturned 3l2
miles east of Mt. Springs. He looked
back, he told Highway Patrolman
Roy Wells, to see if his brothers
car was travelling behind him. AS
the car rounded curve on the
way up the grade, it ran off the
pavement and overturned next the
embankment. The car dropped into
a 20 foot pit and landed bottom
side up.
Mrs. Lucreasia Acuna's arm was
broken when her husband, ]. A.
Acuna, Brawley, turned their car
over on a curve a mile south of
the Sandia store at 4:40 pm. Sun
day. Highway Patrolman Walter
Walsh said Acuna was driving too
rapidly to make the curve.
Imperial Valley press., 1938-06-06
$50 Registered
For Vacation
Bible School

One hundred and fifty pupils and
20 teachers had registered Monday
morning at the Vacation Bible
school being given jointly by the
five churches, Baptist. Presbyterian,
State Street Christian, Nazarene
and Methodist. at the Harding
school,
Rev. Harold Doty of the First
Baptist church. dean of the school,
reported Monday that all teachers
were present and enthusiastic in
the interest shown and hoped to
double the attendance before the
close of the two week sessions.
Work is to be carried on in Begin
ners. Primary. Junior and Inter
mediate work. and intensive Bible
study by both visual and manual
methods is planned. Mrs. Dorothy
Armstrong is in charge of the music
DR.. George w. Thomas, Presbyteri-
an. is in general charge OF arrange
ments and the Rev. Thomas l.. Mas
sic of the State Street Christian
church is acting as registrar and
business manager.
Sessions start at and close at
1890 each morning except Saturday
and Sunday during the next two
weeks.
Imperial Valley press., 1938-06-06
Civilians Perish
By Thousands in
New Canton Raid

Continued from Page One)
7 filmed the bombing of a Red
Cross truck and also got films OF
the planes machine cunning rescue
workers" Hull told the United
Press
The cries of wounded persons,
who had been buried alive, were
audible throughout the night. Weary
rescue corps. risking the machine
guns of the planes, still were con-
fronted by great piles of debris
from which cries came.
F'rightful scenes were enacted
in every section of the city. In one
section of the populous TAPPING
road section the United Press cor
respondent counted 81 shattered
bodies still lying in the streets. They
apparently had been trapped by
demolition bombs. Many of the
bodies We're horribly mangled
Imperial Valley press., 1938-06-06
Red Cross Swim
Classes Planned

Candidates for life saving in
structions in the annual Red Cross
educational campaign at Kenyon's
plunge should sign up for classes
at the plunge within the next few
days, those in charge announced
Monday.
The classes for men, women and
children in junior senior divisions
will start next Monday. At that
time courses will be given on prop
er methods to rescue drowning per
sons, and on other details of life
saving for swimmers.
Imperial Valley press., 1938-06-06

pursue and attack any invading
planes.
Even as he was on his way to
the frontier. nine more Spanish
planes flew over France this morn
ing. the United Press correspondent
at Perpignan advised, and were
fired on by French anti-aircraft
guns. 1t was not known whether
the gunners tried to hit the planes
or to warn them.
Daladier went to the scene of
yesterdays raid in a military air
plane. in his double capacity of
premier and war minister. To make
his visit the more impressive. he
was accompanied by Gen. de Camp
chief of his military Secretariat. He
planned to 90 first to Toulouse.
The premier'S new order to
French airplanes came promptly
after yesterdays raid and before he
knew of the one today.
Imperial Valley press., 1938-06-06
GROUND BREAKING PLANNED
FOR NEW CALIPAT CHURCH

vet to raise and feel that the re-
mainder can be raised
Contractors bids for the building
will be opened Monday night and
will be decided on by a committee
composed of Charles Huey, chair
man, r. w Keener. Charles Guest,
w. c. Wilkinson and E. H. McMath.
1t is hoped that work on the
building can start soon so it will
be ready for use next fall.
Imperial Valley press., 1938-06-06
Gold Smugglers
Held at NOgales

NOGALES. Ariz.. June i. (UP)-
Federal agents disclosed today the
arrest OF four Arizona and Sonora
Mex, business men as the govern
ment moved TO smash a ring OF
smugglers who assertedly brought
S21l.620 in contraband Mexican
gold into the United States.
Heading the list of defendants
arrested in a secret indictment re-
turned by a federal grand jury a
week ago was Esteban Ibarrola, jr.,
28-year-old Sonora banker The
others were Edmund L. Juillerat,
33. Nogales broker and city coun-
Gilman; Alex Salamondo. his as
sistant. and Lloyd L. Gilman. Bis
bee ieWeler