davidaulloa/AmericanStories huggingface dataset:
Imperial Valley press., 1938-07-20
The POst-Press Business Review
ASPIRATION AND PERSPIRATION

And in those days behold there through the
gates of the city chariot salesman from affair." and it came
to pass the days went by, he sold aplenty.
They that were the grouches smiled on him and gave
unto him the hand that glad The tghtwads opened
up their purses ard bought
And in that city they that order-takers and
they spent their days in adding to the alibi sheet.
Nightly they astonished They said one to the
other, "HoW doth he get away with it,
And it came to pass that many were gathered in a
beer joint and soohsayer came among them. And he
wise guy And they spoke and questioned him
saying, "How is it that this stranger accomplishes the
mpossble?"
Whereupon the soothsayer made answer, "He of whom
speak hustler He ariseh very early in the
ing and goeth forth full of pep.
"He complainant not, neither does he knock. He is
arrayed in purple and fine nen while goeth forth with
faces unShaven and pants impressed
aye say. 1T is too hOt-there is business but he
says, There is plenty of business if you after it.
"While ye gather here and say unto the other,
Verify this is terrible day work. he is already
abroad And then when the eleventh hour cometh he needs
alibs
"He saith to the boss Behold, they that in the
city bunch of boneheads. Nor doth he report that
they not be sold.
"He knoweth his line, and they that would stave him
off, give him orders.
"Men say unto him, Nay, Nay when he first cometh
when he goeh FORTH he hath their the line
which is dotted
"He taketh with him two angels 'Aspiration and Per-
spiration.'
"He knoweth whereof he speaketh and he worketh to
beat the deuce say unto YOU go forth and do likewise
Imperial Valley press., 1938-07-20
Auction Philosophy

Folks, Non Stop" Corrigan re-
minds me of Aimee, That's my
story and 1 am going to stick to it"
The worst trouble is hero-loving
America will welcome Nonstop
with both arms outstretched and,
by the way, 1 would like to be in
the gang. Then he will get a good
contract from some one and be in
the velvet all of a sudden, which
will arouse in some one else a de-
sire to pull a similar stunt and land
in the big pond After all, does II
make much difference? People fly
ing across the ocean are not clut-
tering up the highways and by
ways. A dozen of 'em couldn't cause
as much danger as one drunk driv-
er on a crowded highway.
We had one of the coolest springs
in the history of the valley. In
San Diego the weather man says
it was cooler in June than in Jan.
Believe it or Not now it begins
to look like July will be one of the
hottest months for quite a spell
Old Sol is sure steppin' on it for
the last ten days. You folks out
on the coast vacationing this week
are the lucky ones. I'll be seein'
you.
Imperial Valley press., 1938-07-20
2
Used Car Market
Gre ated by Dealers
In New Proqram

With the idea in mind tnat Ad-
vertising has a double objective
that of selling in the present and
selling in the future-El Centre
automobile dealers united last week
in creating a definite used car mar
ket to which prospective purchasers
of used cars could always refer.
The concerted program started
Sunday when the Post-PresS start
ed a series of educational advertise
ments appraising the public of the
bargain benefits of used cars, and
dealers listed selected offerings in
the classified section.
The immediate copy is designed
to advise the public of the over
supply of used cars now cluttering
dealers lots, and the long time pro-
gram is intended to establish a
continuous marketing place for US
ed cars, regardless of price classes.
Other cities, it was pointed out,
have educated the public to seek
such offers in the classified sec
tions of the local newspaper, and
the same is to be done here.
Dealers uniting on the program
are: Roy H. Womack, Chevrolet;
John r. Robertson, Buick and Olds-
mobile; Russell Haas, Plymouth and
De Soto; Rogers e. Tison, Plymouth
and Dodge.
Imperial Valley press., 1938-07-20
Church Celebrates
Debt PAYMENT

F. Roy Thompson was master OF
ceremonies at the supper given
Tuesday night by the young peop-
lie of the Holtville Methodist Epis-
copal church featuring the burn
ing of two notes, representing the
cancellation of an Indebtedness OF
nearly $3.50 which has been recent
ly paid off.
Mrs. Della Baker gave the re-
port on the annual church con-
ference in Los Angeles at which
she was a delegate and all took
part in the community singing.
Others responsible for the del
icious cold plate supper and pro-
gram which followed were Miss
Clair Cooper and young people OF
the church; Mrs. Gertrude Grande
Mrs. Preston Scruggins, Mrs. Harry
Stull, Mrs. w. c. Starner and Mrs
Keith Savage; the Rev. Wesley
Grande, Herman P. Smith anc
Billy Cooper.
Imperial Valley press., 1938-07-20
Goinss. Cominss
Of FL Centrans

OtldiO1 EuNdIU II. LAW MI
Law and two children. 10 John anC
Laurabelle. returned Monday from
a short vacation. Law attended 1
senate committee meeting i'll Sar
Bernardino. and then he and tn,
family visited the Bob Laws o.
Garden Grove, the Fred Laws oi
Anaheim. and Mrs. Laws uncle
Wilbert Pemberton in Los Angeles
They returned via San Diego where
they heard the presidents address
Mr.. and Mrs. 2. A. Goff and fam
lily are in Escondido for the sum
mer. Mrs. c. V. MunSon is occupy
ing their home ON He'll during their
absence.
Mrs. H. x. Law of Holtville left
the first Of July for Arkansas where
she will visit relatives. Mr.. Law
plans to join her the last of August,
when they will drive back to the
valley.
Mrs. J. D. Johnson, who is sum-
mering III Los Angeles is among
the valley buyers attending market
wee kShowings of new merchandise
Mr.. and Mrs. william Yeargin
and family of HoltVille left this
week for a two weeks vacation on
the coast.
Mrs. B. L. Hamburger is spending
her summer in Los Angeles where
she is staying with Hamburger'S
mother who is recuperating from an
auto accident.
Mrs. Raynor Starr and daughter,
Gerry, are in Los Angeles for
few weeks with Mrs. STAIRS parents,
Mr.. and Mrs. Albert A. Reed. George
B. Reed. a brother, came to the
valley Saturday to drive them to
the coast.
Mrs. Alice DuSold is in Los An
geles this week. Market week Is
the special attraction. She expects
to return sunday.
Mr.. and Mrs. Leon Ryder have
recently moved into the Scheniman
house. They have been living in
Jacumba since .helr recent mar
riage but expect to make their home
in e. Centro in the future.
Mrs. H. C. Buehner and small
son. Ronald. left this weekend for
the remainder of the summer. They
plan to stay in the Underwood
cabin in Live Oaks Springs until
Buehner's vacation.
Imperial Valley press., 1938-07-20
Factory Ad List
For Near Future
In st-Press

Here Is a partial list of factory
advertising for which advance ord
ers have been received, and which
will appear in the immediate fut-
ure. These are IN addition TO those
schedules previously announced. or
announced elsewhere in this issue
Of Business Review. Calendar
dates indicate first issue in Press,
2nd in the POST
Cyanogas: July 21-22. and 25-26.
Talbot's Fly Spray: July 22-23
Talbot's Ant POader: July 2o-30.
Camel Cigarettes: 6 column ad,
Monday evening July 25, Tuesday
morning, July &c.
Standard Oil Co: Service, July
27-28.
Pabst Beer: 28l2 inch advertise
ment July 23-29.
Palmoiiye Soap maintaining a
consistent small schedule since
March. has 7-inch space ordered
or July 1929.
DoanS PIllr. July 2l-22.
Pepsi-Cola: 6-inch advertisements
scheduled Oh each cf these dates
July 21-22; %; 26-27; 1929.
Kellogg Au-Bran: July 2l-22.
Prince Albert Tobacco: l4-inch
advertisement. July 26-27.
Imperial Valley press., 1938-07-20

selection of 10 Central college stu
dents. D. w. Ketchen. vice-princi-
pal Of Central high school and jun
ior college, said Wednesday. This
group includes Ross Blakely. George
Brown, Robert Burns. Helen Glib
son. Joe Goff, Dorothy Gregg, Lor-
Is Mcconnell, Lillian Mills, Ebert
Newton. and Caroline Paine.
To State college in San Diego
will 60 Robert Cantu. Ora Casey.
Dale Cooper. Barbara Hatch and
Alva Ritter Randall Conner, Thur
ston Crossland wyatt Fisher and
Harold Robinson will attend the
University OF California at Berke-
ley. Annie Lee Rapson will enroll
at Redlands university and Amy
Cosand will enter the Bible Insti-
tute IN Los Angeles.
The following Central Union Hich
School graduates Win enter Central
Junior College: Mary Lou Ander-
son, Robert Ballou. Kenneth Bowles
Rosa Burch, James Chikahisa, Bill
Christian. Bill Copenhaver. Bill Da-
Wis. Olin Derrick. Dorothy Dobel
John Donohue, Dorothea Eiler, Rita
Fabares, Bonnie Fleming. Lamar
Gillett. Maurine Graves. Louise
Grouleff, Nadine Hamblem. Lorna
Hamerson, Charles Hancock. Dale
Hockett. James House. Betty Hoy.
Imperial Valley press., 1938-07-20
Joan Crawford, Franchot Tone End
Another Ideal HOLLYWOOD Tie

cultural mentor and second hus-
sband
Miss Crawford, who once said she
believed all actresses should remain
spinSters, wouldn't answer the tele-
phone in her Brentwood Hills man
sion. Tone, son of a wealthy manu-
facturer, Cornell graduate, and So
ciety man turned actor, moved into
an unknown hotel.
Only word from them was con-
tanned in this formal statement
issued by Metro -Goldwyn- Mayer, the
studio where they both were under
contract:
I'VE regret this action, but we
believe it is the best way out for
our future happiness"
Imperial Valley press., 1938-07-20
Civil Service
Positions Open

The United States civil service
commission announced open compe-
titive examinations for a enior at
torney. $4,000 yearly. and attorney
$500 yearly, in the interstate COM
merce commission, for a safety in
spector, $1,000, a year, in the same
commission, for an electroplater,
s1,86O a year. in the national park
service, and for hospital librarian
$1,000 a year, in the veterans ad-
miniStration. Full information may
be obtained from Elmer E. Keltz,
secretary. at the El Centre post
office.
Imperial Valley press., 1938-07-20
Now's Time for
Auto De alers to
Request Space

Automobile dealers wishing help
OH their fall sales programs, should
now plan to send in recommenda
tions for their share of national
newspaper advertising campaigns.
Now is the time automobile man
ufacturerS are planning their ad-
vertising campaigns and the 1899
schedules, and the recommenda
tiOns of the dealers who are on the
firing line of r:tail selling, will
play an important part in the form
of advertising to be used.
Almost without exception, adver-
tiSing assessment is made against
each automobile unit a dealer sells
Whether this assessment will be
spent in national magazines with
poor local circulation, or in radio
programs which are not even receiv-
able in Imperial Valley, or in metro
politan newspapers which catch
only a fringe of local readers, or in
the local community newspapers,
will depend upon what the dealer
asks for, it is pointed out by an
executive of an advertising agency
handling advertising for one of the
major automobile concerns.
Some manufacturers are expect
ed to send questionairres to local
dealers requesting an expression
Others will not do this but will be
guided by dealer requests.
Ell Centre boasts agencies for
Buick, Chevrolet, Chrysler, Stude-
baker, Dodge, Ford, Oldsmobile
Packard, Pontiac and Plymouth, as
we'll as Willys.
Imperial Valley press., 1938-07-20
Ca|approved Seed
Campaign Begun

A 3-tines-a week schedule has
just started on Calapproved seed.
This effort is aimed at the logical
step of selling the local market
first. Copy was prepared by the
Post Press staff, and the Calap-
proved Seed association, one of the
most active of its kind in the state,
has asked dealers to cooperate in
the popularization program, by unit
ing with counter and window dis
plays. The advertisements will ap-
pear every Tuesday and Friday in
the Press, and every wednesday
and Saturday in the Post, as we'll
as in the Sunday PoSt-Press -.
Imperial Valley press., 1938-07-20

June 25, wounded and dazed. Golsh
was dead on a bed in an adjoin-
ing bedroom. She said then that
she had killed him and has not
changed her story.
At the request of her attorney.
Ed Hervey, a recommendation for
the minimum sentence was enter
ed by Judge r. d. McPherrin. Dis
trict Attorney Elmer Heald an
nounced he will recommend de-
portation to Mexico as soon as she
serves the prison sentence.
Imperial Valley press., 1938-07-20
Driving Safety
Company Goal

LOS ANGELES.-Car of a
special rayon cord arriving at the
Goodyear factory here, bring to
light what is reported to be "the
greatest advance in tire conStruc-
ton in the last quarter-century."
Known as Rayotwist, the cord is
described as revolutionary new
silktype that is spun especially for
tires from smooth, slender, con-
tinuous rayon filaments. Rubber
saturated plies of it are built up
to form a tire body over which
goes the rubber tread.
Imperial Valley press., 1938-07-20
Merchandising
News Notes

Winfield Barkley, assistant adver-
Using manager for the Bank of
America, was a visitor in Ell Cen
tro Tuesday. He states that the
Bank of America advertising in
newspapers this year will probably
exceed the amount bought last year
Ever hear about the lamb that
got the Lions sare? The lamb ad-
vertised.
The Holtville Theatre has joined
the ranks of the United Artists,
Valley and Broadway theatres using
regular space to advertise their at
fractions. John De Paoli, Holtville,
is the operator. With more daily
offerings in entertainment, it is ex-
pected additional theatre-interest
will be created.
Some sincerely interested valley
boosters have commented that daily
publication on the front page OF
valley maximum temperatures is
publishing one of the valleys short
comingS. On the other hand, just
as Beer made Milwaukee famous
heat is making Imperial Valley
famous. Besides, it was one of the
greatest merchandisers in history
who said, Let them talk of me, OF
talk against me, all that 1 ask is
that they talk about me"
He well knew that being in the
public thought was tWo-thirds OF
the problem of advertising. Remem-
Der the tin can jokes that made
Ford famous.
E. r. Burnett, energetic Shell OH
company representative in Ell Gen.
tro, has an interesting slant on adj
vertising. Says he:
II figure every dollar invested in
newspaper advertising, sooner ol
or later comes back three fold. That
is, if it's invested in. the smaller
town newspapers. People in the big
cities do not read their big news
papers from cover TO cover as we
do in a town of this size. But out
here, men and women read every
thing. And they thing about what
they read, too. Newspaper advertis-
ing doesn't force itself upon you
You can read it or not, as yol
Imperial Valley press., 1938-07-20
Auto Company InstaIIs New Plan

but first reactions TO the plan in
dicate its complete success.
The support team plan, thought
TO be the finest form of employee
support in previous years. has
proved unwiSe, says Mr.. Gundeck.
In the first place, the plan is too
vulnerable to eXpIoiters whose desire
to have winning teams soon eclips-
es the original purpose of friendly
relations between management and
men.
Imperial Valley press., 1938-07-20
Traffic Behaviour
Instructions Sought

The suggestion that all public
schools include a standardized sys-
TEN OF traffic education in their
teaching schedules is made by E. j.
Poag. director Of merchandising and
advertising of the Dodge Division
of Chrysler Corporation.
Poag argues there is no subject
more common in interest than that
of driving and our behavior toward
vehicle traffic: he maintains that
while recklessness, indifference and
alcohol figure largely IN the pro-
duction of accidents. another, quite
impressive number OF mishaps are
due to utter ignorance, on the part
Of drivers as well as on the part OF
the millions who negotiate our
streets and highways on foot.
Imperial Valley press., 1938-07-20
Warren To Be
Guest at Dinner

Earl Warren, district attorney OF
Alameda county who is running for
state attorney general on the Re-
publican ticket, will be guest at a
banquet at the Barbara Worth hotel
in Ell Centre at pm. Friday.
Warren will be welcomed to I'M
perial Valley by his campaign lead
ers here, Cal Rector announced.
Imperial Valley press., 1938-07-20

Betty Lemons, Cathryn Lewis. Min
oru MaSukane, KiyoShi MatSutani,
Howard May, Margaret Miner,
Fusanosuke Miyata, Yoshinori Nor
inaga. Mildred Mcbride. Nancy Lee
McCaSlin. Robert McCaslin, Marc
us Matte. George Neves. John Neyes
Santina Niboh. Takenoh Nimura,
Margaret Peddicord, Louise Penn
ington. Jane Pool. Glenn Poole,
Martha Jane Preble Mabel Rains.
Betty Reid, Ira Rhodes. Mary Ann
Riddle. Mildred Reinhart. Evelyn
Rosenbaum. Waldo Simpson. Mis-
40 Sugimoto. Katherine TAGS. Ger
maine ThibedeauX. Lorene Thom-
as and Helen Terrence.
Jack Adams will enter Oregon
State college and Vernon Baker a
radio school. William Dunn will at
tend Berkeley. Violet Forester and
Bernice Hurst will take nurses
training al Mercy hospital. Betty
ForSberg will enter Occidental coll
ege and Frances FouldS will enter
Arizona State college. Elizabeth
Howard. Janet Reid, Irene Will
Jams plan TO enter SaWyers coll
ese. as does Frances johnson.
ChriSty PlemonS and Ruth Nc
Climans will enter the university
at Berkeley while Stanley Russell
will attend college at San Luis
Obispo.
Imperial Valley press., 1938-07-20

ed in a silk scarf for her appear
ance in court. Her right eye was
removed because it was injured
when she fired bullet into her
head after shooting Golsh to death
during a quarrel at her home. The
right side of her head was covered
with a bandage.
She freely admitted jealousy
prompted her to kill Golsh and
attempted to end her own life. She
was found in the nS1ng room of
her Calexico home the morning of
Imperial Valley press., 1938-07-20
Ads Stimulate
New Business

The advertising, last week, of
Clements Drug store and the Valley
Drug Co., made an interesting "test-
ing ground" for a long standing ad-
vertising question.
The question was, Does adver-
tising merely take away competitors
trade, or does it create new buyers
by awakening new desires and new
Wants?"
In the Imperial Valley Press OF
July 20, and Post of July 81, w. E..
(BilD Clements advertised promi-
nently, the 21st birthday of his Ell
Centre store. Bill enjoyed a good
response.
Next Gay, Massey Horton used
almost as much space to push
large assortment of items. Massey
enjoyed very satisfactory response.
Neither took business from the
other, was the conclusion, indicat-
ing that, primarily, advertising
stimulates readers to buy the things
they have thought about, or to
spend money on your merchandise
which might be spent otherwise.
Imperial Valley press., 1938-07-20
Thieves Ste al Ice
From Company

Ice thieves old and young loot
the Imperial Ice and Development
company plant at Ell Centro of $40
worth of ice daily in regular early
morning raids.
E. M. Netherell, plant superin-
tendent, asked Ell Centro police to
help the company prevent the
thefts. Netherell said the raiders
took the ice after am. Adults and
juveniles are included in the raid
ing bands, he said.
Imperial Valley press., 1938-07-20

Wastebasketing the back-a-base
ball team type Of employee cooper
alton and the introduction of a pro-
gram of high quality entertainment
for workers and their families has
recently been undertaken by Wal
ter S. Gmdeck, director of indus
trial relations of the Studebaker
Corporation, South Bend, Indiana.
This departure from the customary
pattern used by so many large en-
ployers is considered revolutionary,
Imperial Valley press., 1938-07-20
Be er Distributors
Handle New Brand

The Hook Distributing company
ia North 5th St, Ell Centro, re-
Gently took over the valley wide
distribution of John Wieland's extra
pale lager beer. The appointment
was announced in 4-column ad-
Vertisement July 10 and 20
No advance order for additional
backing up advertising has yet
been received. If and when same
is received. announcement will be
made in these columns.
Imperial Valley press., 1938-07-20
Auto Company
Reports Bio Sale

FLINT, Mich, July 20. -DomeS-
tic retail deliveries of Buick motor
cars during June totaled 13,446
units, closely paralleling those Of
the preceding month when 1884
cars were delivered, according to
sales figures released today by w.
F. Hufstader, general sales mana
ger.
The June sales this year repre-
sented a seasonal decline of only
2.7 per cent as against normal
decrease of 8.8 per cent and a drop
of a year ago of per cent.
Imperial Valley press., 1938-07-20

HOLLYWOOD, July 20 (UP)-
Joan Crawford. the raucous chorus
girl who became one of Hollywood'S s
suavest first ladies, ended still an
other ideal movie marriage today
by announcing her separation from
Franchot Tone, her leading man,
Imperial Valley press., 1938-07-20
Romulo Rivera
Files for Divorce

Because his wife refused to make
a home for him and his four child
rem by a previous marriage. Rom
ulo Rivera Tuesday filed a divorce
complaint against Carlota Garden
as Rivera. He accused her of eX-
treme cruelty and desertion.
Imperial Valley press., 1938-07-20
Notices Of
Intent to Wed

william Joseph Buffers, 18. and
Dorothy Marie Robinson, l6, BraW-
Icy residents; and Dave Layne.24,
Seeley, and Mary Clayton, 43, Yu-
caipa, Tuesday filed notices of their
intention to marry
Imperial Valley press., 1938-07-20
Ell CentrO, July 1928, 193'
SENDlN BUSINESS
NOTES TO EDITOR

Valley distributors and agents
are invited to send i'm merchan-
dising, advertising, and sales
notes for their concerns, to the
Business Review Editor. As much
as possible will be published, de-
pending upon space limitations.
Imperial Valley press., 1938-07-20

please, and-just because it isn't
compulsory-we choose to read it."
Incidently, says Burnett about the
new Business Review: "That's one
of the finest things 1 ever saw. It's
real cooperation with manufactur-
ers and real help to the dealers.
Most of the time the dealer out in
front, wonders if anybody ever
thinks of him, and this shows that
he is thought about all the time" d"
Paul West, head of West Holiday
Co, inc, national representative of
the Post-Press, when he saw last
weeks issue of the Business Review,
wired: Business Review knock
out stop Continue by all means.
Congratulations on one of the best
cooperative ideas l have ever seen"
Imperial Valley press., 1938-07-20

"One rule applies to selling and
advertising alike" recently stated a
famous merchandiser. Don't let
your prospect think up objections to
your product; YOU think them up
first and have them answered be-
fore you start"
Imperial Valley press., 1938-07-20
BrawIey Couple
To Be Married

Antonio RosaS, %, San Gabriel,
and Josephine Caballero, %, Braw-
ley obtained a marriage license
from County Clerk w. j. McClel-
land Tuesday.
Imperial Valley press., 1938-07-20
Jealousy Slayer
Sent to Prison

Librada Cortez Mason, &c, who shot and killed Mike
Gosh in CaeXco last month, Tuesday sentenced to
the womenS prison in Tehachapi mansaugher charge
The slender Mexican housewife pleaded guilty to the
charge in superior court after waving all proceedings in
Imperial Valley press., 1938-07-20
Ell centro Pupils
Enter Colleges

Six different colleges and universities this fall will
claim 2l Central Junior college students while 20 Central
Union High school graduates will enter nine different
universities, colleges schools and institutions.
The University of California at Los Angeles was the
Imperial Valley press., 1938-07-20

Mr.. Dealer: II pays TO push mer-
chandise that the maker helps to
sou .aS
Imperial Valley press., 1938-07-20

Advertising is not an expense.
NJ is an Investment.
Imperial Valley press., 1938-07-20

Advertising is noI an expense.
II is an Investment!
Imperial Valley press., 1938-07-20

Ever hear about the lamb that
got the Lions sare? The lamb ad-
vertiSed.