davidaulloa/AmericanStories huggingface dataset:
Imperial Valley press., 1938-11-18
Better Living to
Be Theme of New
El Centro Campaign

El Centros Better Living Cam
paign" is slated to start soon with
a release of a series of powerful
advertisements and the distribution
of attractive booklets, which will
give people Interested in new homes,
furnishings. Improvements, remod-
cling, etc. the answers to every
conceivable question in regard to
these activities.
The extreme shortage of modern
homes in El Centro must be rem
edied, according to progressive citi-
zens and the Better Living cam
paign is to be an attempt at remedy
ing this condition as soon as pos
Sible.
Ell Centro people have become
more and more home conscious
during the past five years and it
is believed that if they are shown
just how easily they can go about
having homes OF their own they
will lose no time in acquiring them.
The Better Living" campaign
will be sponsored by firms and in
dividualS in the home making
business.
Imperial Valley press., 1938-11-18
WHY | LIKE GOLF

"Tennis is great game, I'll admit" said the sales
Il used to play lot of tennis and still play
occasionally but mostly play golf"
You it's this way-in tennis have to be right
there when and where the ball goes miss the point
In golf whether smack down the farway or putt
ON the green that little OF ball Just sets there and waits
for M"
Most advertisers like newspapers for about the same
reason the sales manager likes golfprOSpecS don't have
to be IN any place at any time, because the
paper may be picked and read at any time that suits
the convenience and the mood of the prospect Dad
do his reading ON the train car mother in midday
or after dinner, and junior members of the clan at what
ever time they're home But all will read it sometime
for newspapers a universal habit.
Imperial Valley press., 1938-11-18
Farm Bureau Head
Plans PROGRAM

SACRAMENTO, Nov. 10. up
Ray Wiser, of Gridley, reelected
president of the California Farm
Bureau Federation. today mapped
plans for the 1889 convention in
San Diego.
Two important resolutions on
LABOR we're adopted before the con-
vention adjourned last night. The
resolution coverlnc relief said in
part: I'VE urse that monthly no .
schedules of WPA labor be increas-
ed to the maximum consistent with
monthly allowable earnings based
on prevailing hourly wage rates of
local communities, and that delay
in return OF such labor to WPA rolls
from temporary private employ
ment be eliminated
The resolution on agriculture
asked exemption OF agricultural en-
ployes from The National Labor Re
lations Act, Fair Labor Standards
Act, and similar legislation.
Imperial Valley press., 1938-11-18
State Deficit Cut
By Million, Says
Governor Merriam,

SACRAMENTO, Nov. 18. (UP)-
Governor Frank F.. Merriam an
lCuuccd today chat the state deficit
had paen cut more than $1,00000O
during the present biennium, nov
standing at $l2,26l 900 instead of
the $30,0O0,0OO standing when he
went into office four years ago.
Merriam said that during the
election campaign, in which he was
defeated by Culbert Olson, Demo-
crat, the question of finances had
been raised and that he felt that
nov that the smoke of battle had
cleared, 9 statement was advisable
Merriam arrived at the new Ge-
ficlt figure by deducting the SIS
100000 emergency appropria tlon&
from the $17039,000 surplus set up
in his budget. Unforeseen emer-
gCncies voted by a special session
Of the legislature, he said. included
S5,000000 flood relief, $5,000,000 as
Sistance TO counties to meet their
share OF the aid-to-aged costs, and
S4,900,0e0 for relief
Imperial Valley press., 1938-11-18
Rotary Barred in
3Nations, Says
Club Speaker Here

Rotary International has spread
to all civilized nations in the world
except three, Fred Is. Mack, district
Rotary governor from San Bernar-
dina told members of the Ell Cantro
Rotary club Thursday.
Germany has disbtr rred the Or
CARNATIONS and clubs in Austria
were compelled to dissolve at the
time Germany took control of that
country, Mack said Italy has Just
followed the move OF her Fascist
ally. he declared.
Mack cited many instances in
international relations wien Rotary
organizations have taken important
steps toward peaceful understand
ingS DeWtcen countries.
The program was presided over
by President j. E. Brock and was
arranged by program chairman, j
w Glasgow. 1t included piano Sc
.ections by James Fisher of Holt
vile, and songs by six school child
rem presented by Mrs. Harry Some.
and Dorothy Armstrong. music in.
structor in the elementary schools
The children We're: Dorothy Ma;
Hatch, Kay Ketchen, Martellt
Sones, Francis Lee Kirk, Patsy Ty
Ter, and Eleanor Roberts.
There will be no meeting mex
Thursday, Thanksgiving day, Pres
ident Brock announced. At ZOO p
N. Dec. l. Ladies Night will be Gel
ebrated by the club at the Barbara
Worth hotel. he advised.
Imperial Valley press., 1938-11-18
EL CENTRIC, CALF.
Wilson & Co. cps
Pace with Times
In Sausage Packing

Wilson & Co., makers of the
famous Tender Made Ham, the
)rocessed ham which revolution
zed the ham market two years ago
las introduced another one of its
Inc products, Certified Pure Pork
Sausage, packed in colorful utility
bowls, which is meeting the acclaim
" hundreds of southern California
After checking with several hun
1red southern California house
wives, Wilson & Co., discovered
there was one kitchen utility which
every housewife needed Almost ev-
cry housewife interviewed in this
vide canvass admitted she never
seemed to have enqagh utility
bowls for her household needs.
Thus Wilson & Co, conceived
he idea of packing their delicious
md wholesome pork sausage in
'oloriul HockingWare bowls which
nay be used for the table, iceboX.
n general kitchen use. These are
lvailable in six bright colors.
Imperial Valley press., 1938-11-18
Week of Nov. Is to Nov. 20
NOW IS THE TIME TO START
after CHRISTMAS BUSINESS

Los Angeles newspapers are already carrying the
Christmas advertising of large department stores of
that city. While the Christmas shopping period does
not start here until after Thanksgiving, Ell Centro mer
chants already making plans for holiday season
selling and doubtless will begin Christmas advertising
Immediately after Thanksgiving.
Certainly should begin promoting business for
the Christmas trade possible many valley
residents will visit Los Angeles between and Christ
mas They should, of course, buy at home but they
won't necessarily, unless the myriad gift selection OF
the stores in their community brought forcbly
to their attention.
Let's put Imperial Valley stores on the Christmas
shopping map early this year and do the biggest volume
in the history of the county!
Imperial Valley press., 1938-11-18
Stores Feature
Thanksgiving Items

In this weeks publications of the
Post and Press several stores have
aggressively gone after extra busi-
ness with clever Thanksgiving
theme advertising. Among those US
ing this appeal were j. c. Penney
Co.. l. V. Hardware Co., JohnsonS,
and M o. King Co.
Timely advertising of this type
has built extra business for wide
awake merchants in many locali-
ties. The tie-up of special occasions
and appropriate merchandise is al
ways a desirable feature in adver-
Using.
Imperial Valley press., 1938-11-18
EI Centro Librarian
Presents Book
Review at HoItviIIe

HOLTVILLE, Nov. 18.-Mrs. Leo
Magee of the Ell Centre library
proved an entertaining guest re-
viewer at the meeting Tuesday eve
ming of the book section of the Jun
lor Womens club al the Herbert
Fincher home.
Books reviewed by Mrs. Magee
were Crippled Splendor", John;
Mortal Storm, Bottome; MY Sis
ter Eileen, McKennsey; The Long
Valley, Steinbeck; Listen. The
Wind, Lindbergh; and Tell of
Time, Krey; My Son, My Som,
Spring; 'Rebecca". Du Maurier;
Dynasty of Death, Caldwell; De
signing Women, Byers; With Ma
lice Towards Some, Halsey; Horse
and Buggy Doctor", Hertzler; Sci
ence for the Citizen, Hogben.
1t was reported at the meeting
shat since January, when the prof.
ect was begun, the section has pur-
chased 39 volumes. which have
earned total of $50.
The next meeting is set for Jan.
uary and will be at the home o
Miss Ruth Cline with Mrs. F.. II
Woodbridge giving the review.
Imperial Valley press., 1938-11-18
Volume / Number IL
Test Proves Safety
OF New Goodyear
'Lifequard' Tube

In proportion to the size of the
town. the largest crowd yet OBJ
tanned in California attended the
demonstrations of LifeGuardS here
Thursday expecting a liberai quota
of thrills when a tire of a speeding
car was blown out found all its
thrills in the anticipation
Several times the big car came
roaring down the road to have its
spikes fixed in a heavy steel plate
or blown out by means Of dynamite
caps detonated from within the
car ShiVerS of dread changed to
eXclamations of relieved surprise
as each time the driver brought the
car to smooth safe stop, without
weaving lurching, or leaving the
road. even though speeds of APP
prOXimately 70 miles an hour were
attained at the moment of the
blowout.
The test was conducted under
the auspicies of McNeece and Nc
Neece with the assistance of police
authorities.
The reason why what looked like
a suicidal performance proved mere
ly interesting, as explained by Nc
Neece, is that when casing and
regular tube are punctured, the
LifeGuard, a tWo-ply reserve tire,
placed within the regular tube, sup
ports the car until it can be brought
to a stop. No special driving skill
or strength are required. The Life
Guard is joined to the tube at the
rim base and they are inflated
through the same valve When the
air is gone from the regular tube.
tiny vent allows it to escape
slowly from the Life Guard. making
the worst blowout no more serious
than slow leak.
McNeece, regards the LifeGuard
(, rs the fourth milestone on the
path to complete motoring safety
the other three beng four wheel
brakes, all-Steel bodies and safety
glass.
He has on file scores of testi-
monial letters from users of Life
Guards giving them credit for pre-
venting serious and perhaps fatal
accidents when tires have been
suddenly deflated at high Speed
Many Of these letters say that their
writer's would no longer consider
driving even a single mile without
LifeGuard equipment
Imperial Valley press., 1938-11-18
Sears Sales Event
Gets Big Reception

Sears Roebuck Co.'S Super Value
Days event was an outstanding sue
cess. according to s. L. Hamburger,
manager. This big event was en-
Enthusiastically received py thrifty
shoppers from all over the county
he stated and we Wele very much
pleased with volume of business il
brought N.
We b9lieve that the colder
weather has had a great deal to do
with improving business in Ell Cen
tro during the past several weeks, -"
Hamburger concluded.
Imperial Valley press., 1938-11-18
l.. A. APARTMENT OWNERS
TURN TO NEWSPAPERS

Apartment house owners in Los
Angeles county have turned to daily
newspapers in an effort to stabilize
real estate there.
This month an extensive news
paper cooperative advertising CAM
paign, declared to be the only one
of its kind in the nation, was
launched by the Apartment Asso-
citation of Los Angeles County, in
corporated. Details of the program
were announced at luncheon OF
realty men, financiers and business
leaders at the Bilmorc hotei in Los
Angeles
Imperial Valley press., 1938-11-18
Many Food Acc'ts
Currently Appear
In This Newspaper

This newspaper is now carrying
a considerable number of national
grocery accounts. Among those
currently reaching the rich Imperial
VALLEY market through the medium
of the Post and Press are Hills
Bros. coffee. Snowflake sodas, Ben
Hur coffee, Airway coffee, Armour's S
food products, wilson's tendermade
ham and sausage, K. G. baking
powder, Kellogg's cereals, Palmolive
soap, and Tea Garden products,
This large nummber of important
food accounts HSe of these news
papers shows that more and more
national advertisers are coming TO
consider the rich Imperial Valley
in the marketing of their products
and the Post and Press i'll acquaint-
ing the people of The valley with
them.
All of these advertised goods have
good distribution in valley grocery
stores and markets and are wei!
known for quality and dependable
ity,
Imperial Valley press., 1938-11-18
Valley Used as
Testing Territory
For Acme Products

III the people of Imperial Valley
express preference for a certain
article of merchandise. the manu-
tacturer is we'll convinced il will find
ready sale elsewhere in the state"
asserts Ernest d. Lamoreaux, Acme
beer and ale sales manager for the
Bohemian Distributing company of
Los Angeles.
Recent GALES surveys indicate
peradventure of doubt that the peo-
pie of Imperial Valley are the most
discriminating buyers in the state
Of California. This is interesting
to the manufacturer from the stand
point of providing a proving
ground" for his product. In other
words if the Imperial Valley public
takes to his article there is no
valid reason why 1t should not
go over throughout the state"
LamoreauX arrived in Ell Centro
today with a crew of statesmen TO
launch Acme Breweries' Englishtown
Ale in the new fancy tailored pack
age. Ale, once the exclusive boast
Of Britains tight little isle, is fast
becoming the popular winter malt
beverage of Pacific Coasters, he
says.
One of the features of Acme's
new ale campaign To be launched
here today is a giant cannon crack
er which will be delivered by West
ern Union TO prospective dealer
customers. The cracker Is "explo-
sive' only to the extent that. once
opened by the recipient. 1t unfolds
"blow-up" describing the new
package.
The Bohemian Distributing conn
pany, with a distributor, w. L..
Townsend, at 1876 w. Main street
Imperial, is exclusive sales repre-
sentative for Acme Brewerles ln
southern California, southern Neva-
ga, Arizona, New Mexico ana
Texas.
Imperial Valley press., 1938-11-18

Mercury, the new addition to
Ford Motor Co.'S 1889 line, will be
featured in another striking ad-
yertisement in Sundays Post-Press.
Dust Seal, a devise for eliminat-
ing unnecessary wear and friction
in the automobile motors will again
be advertised over the name of Drye
& Wilke, distributors, in Sundays
PoStPreSS.
Gilmores campaign, which fea-
lures mileage figures and the teSti-
monials of local Gilmore users, will
again set forth the advantages of
this consistently advertised gaso-
line next week.
One of the most consistent ad-
vertisers in the world - Chester
field cigarettes - will again be fea-
tured in striking copy during the
coming week,
Ten High, new Schenley prod
uct brand of correctly aged whiskey,
will be advertised III large space
next week.
Buick for 1895 streamlined
beauty, comfort and mechanical per-
lection will again be brought to
the attention of readers next week
Oldsmobile'3 new low-priced six
will enjoy the advertising spot for
this line of cars in next weeks
copy,
Prince Albert, favorite tobacco of
millions of men, will again have
space on the sports page next week.
Camel cigarettes steady your
nerves" campaign will continue next
week.
Cream of Kentucky whiskey will
again be among this newspapers adj
vertisers during the coming week.
Snowflake sodas' strong cam
paign will be continued in conjunc-
ton with the advertising or local
food stores next week.
K. c. Baking powders superiority
will be pointed out to Imperial Val
ley housewives in copy appearing
soon.
Hills Bros. coffee is enjoying a
good volume of sales in all parts
of the country in conjunction with
the every woman loves compli-
ment' campaign now running.
Signal Oil Co.'S stove oil cam
paign continues to suggest prompt
delivery service during the present
cold snap.
Superfex circulating oil heaters
will have another ad next week. l.
V. Hardware Co. reports r.any sales
Imperial Valley press., 1938-11-18
Time to Consider
Xmas Decorations

In line with promoting Christ
mas business in Ell Centre stores
is the matter of decorating Main
street for the holiday season. Ell
Centro has always been noted for
its progressiVeness in this respect.
christmas decorations have a
great deal to do with getting the
christmas spirit awakened early
in the season, it is said by local
merchants. The earlier people be-
gin thinking about their gift lists
the sooner the Christmas rush will
be under way.
In connection with the Christ
mas decoration idea some communi-
ties also stage Christmas parade
which helps a great deal in stimu
lating early interest in buying,
While such a program might be
too ambitious for Ell Centre to con-
slider it might merit some careful
consideration.
Imperial Valley press., 1938-11-18
Water Hole Death
Goes Into Court

KINGMAN. Ariz., Nov. 10. CUP
"A dispute over a tiny watering
hole in the northern Arizona strip
country, isolated by the jagged
canyons of the Colorado river
brought Herbert G.. Jordan, 63-
year-old rancher, into court here
today charged with murder.
Jordan was accused of putting a
rifle bullet through the heart of
James M. White, SO, a neighboring
rancher, who allegedly ordered Jor-
dams daughter to stop watering
horses at the water hole.
Investigation by Sheriff Ernest
Graham disclosed both men had
appeared at the hole armed, and
in an argument, White was killed.
Imperial Valley press., 1938-11-18


succeeded in securing permission
from Mrs. A. b Conway, owner
of the Hillside, to dig for the trea-
sure on the knob that overlooks
Mineral Wells finest hotel.
The legend of Sam Bass treasure
has been told through Palo Pinto
county's mesquite bushes and over
the rugged little mountain range
since Bass was shot down by Texas
rangers at Round Rock in 1878.
Jones has two things TO spur
him on. One is the tale of Indian
Joe, an Eagle Creek ancient who
claims that Bass buried his stolen
wealth in Palo Pinto county.
The other is a 'Doodle-Bug'
gold finding device of unestablished
virtue.
1T dipped here" Jones said to-
day when demonstrating the Doc
die Bug 'Here" was Immediately
under the ''E" of an electric vel
come sign on the mountain side.
Jones searched first for a mys-
terious cave that old-timers claim
once opened on the side of East
Mountain. The cave was covered by
a landslide When he finds that.
Jones will explore along its cavern
Gus depths for the $4,000 in d0u-
BILE eagles that Bass took from
Texas and Pacific railroad express
car at Cedar Breaks.
Imperial Valley press., 1938-11-18
Mother Abandons
Baby to Death

OAKLAND, Nov. 10. cUP) - A
newly-born baby girl found in va
cant lot died OF exposure late yes
terday shortly after police had
found q woman who admitted aban-
doning the child after concealing its
birth from her warehouseman hus-
band.
II had known for some time that
the baby was coming" She said.
But I didn't want my husband to
know. I was afraid he would think
I was running around."'
Imperial Valley press., 1938-11-18

as a result of this splendid cam
paign.
Tea Garden products will adver-
tise, for the first time in Imperial
Valley, the fine quality of their
preserves, jellies and jams in an ad
appearing next week.
Wilken Family WhiSkey will re-
mind those who like quality at
a reasonable price that this brand
fills the bill.
Signal Oil Co. will again adver-
tiSe their stove oil service, available
to all residents of Imperial Valley.
Imperial Valley press., 1938-11-18

cOrnea tissue can be OBTAINED tOf
a delicate grating operation.
Galatias, no seeker after publici-
ty only a poor fellow who is bur
dened by mortgages and a large
family he finds trouble supporting,
wrote letter to a newspaper after
reading about how a blind Denver
lawyer was seeking an eye.
The lawyer wrote him that he
had obtained the eye from a prison
er, and Galatias wrote the news
paper: Il have no money to adver-
tise, because I am poor. Please
help me-
Today, in his home, Galatias nod
ned toward a brood of five chill
dren ranging in age from 16 months
to II years.
"I'd do anything for them" he
said. They're the finest in the
world, and I'd like to have them
realize when they grow up that
their dad was willing to sacrifice
ais right eye for them"
Imperial Valley press., 1938-11-18
Ratios
60 Down in Calf.

Colorado is having hot cam
)aign this year over a chainstore
aX, the proponents of which assert
hat if it fails to carry at the polls
he number OF chain stores in Col
RADIO will increase greatly, and that
he state will be ovelTm with them
judging by California experience,
his will not oe the case. In 1886,
ne chair stores had Is per cent
# the total number Of stores in lhiS
tate; in 1887 the first year after
lie tax was defeated, this dropped
to 12.5 per cen, and in 1888 there
appears to be q further drop. !
Imperial Valley press., 1938-11-18
McAuIey Funeral
Slated Saturday

Funeral services for Arthur j.
McAuley. So. Canadian World war
veteran who died suddenly in Ell
Centre Sunday, will be held at
Lemons chapel at 10 am. Saturday.
Father JAG. Van Veggel of st.
Mary's Catholic church will offi-
ciate. Boyce Aten post of the AM
erican Legion will be in charge Of
burial rites in the soldiers plot at
Evergreen cemetery.
Imperial Valley press., 1938-11-18
Pirate Gold Cast
Plans Rink Party

A skating rink party for members
of the cast of Pirate Gold, recently
held minstrel review sponsored by
the Lions club of Ell Centro, will
be held Tuesday night at Heber,
club members announced Friday.
All members of the cast are ex-
pected to be at the fire station at
7:30 p. m, where transportation will
be arranged. Chaperons will be pres
ent for younger members of the
cast.
Imperial Valley press., 1938-11-18

might be attributed to abnormal
war conditions, and promised to
restore normality as soon as pos
Sible
The note said that Americans may
return without restriction to in
terror points in China Except dan
ger zones. Most of the important
part of the interior has been pro-
claimed danger zones by Japan.
Japan denied any fundamental
difference in the treatment of Am
ericans, stressing again that the
war makes conditions abnormal.
Imperial Valley press., 1938-11-18
McCABE NOTES

Overnight guests of Mr. and Mrs.
Ed Harrington were Mr.. and Mrs.
Smith Wagner of Puente, who ar
rived in the valley ON Tuesday
The Smith Wagoners, former resi-
dents of McCabe have decided to
make their home in Yuma. Arizona
for this winter.
Mr.. and Mrs. T. j. Wagner anC
children, Mildred and Bobby, visit
ed relatives in the valley and Yuma
over the weekend. They arrived
too late to attend the funeral of
Mrs Ollie Wagner. The T. j.
Wagoners live in Oildale, Calf.
Mr.. and Mrs. Jack Kissee are en-
ioying visit IN San Diego.
The Armistice holidays were en-
ioyed in the valley by Darrell Alex
ander of Los Angeles who spent his
tima with his parents, Mr.. and
Mrs. Floyd Alexander.
Sunday afternoon guests of john
ME and Jean Thanner were Kirk
Hime. Emil and Joseph Burch, Su-
buro Yuchiyama. and Eddie Guerro
Ray Carr had the misfortune OF
dislocating his shoulder while play
ing ball at school He will be un-
able to attend classes for several
Gays.
The Glare Harper family long
Imperial Valley press., 1938-11-18
McPherrin to Talk
To CoIIeee Club

Members of the University ClCb
Of East FL Centre will hear Judge
r. D. McPher1ln as the principal
speaker Sunday afternoon at a
meeting arranged by the clubs civic
committee. Musical selections will
be given by Mrs. A. E. Prince and
members of the Central Melody
Trio The meeting, which begins
at 4 pm, is open to all.
Imperial Valley press., 1938-11-18
Engineer. Guidedby Dood|ebug, Digs
For Legendary Loot of Outlaw Sam Bass
In PaIo Pinto County of Texas

MINERAL WELLS, Tex. Nov 18. (UP)-A young civil
engineer watched of Workmen today who sank
shaft into East Mountain in search for $4,000 in gold
believed buried by Sam Bass the Indiana boy who became
Texas most infamous desperado Will r. Jones, former
Imperial Valley press., 1938-11-18

Aubrey Moody reports that one
BraWley reader who saw his full
page ad in last Sundays Post
Press came in Monday and ordered
new home to be built immediate
lVi
Imperial Valley press., 1938-11-18
Father Offers Right Eye for $4,000
So Five Children Can Have Things
Other Youngsters Find in Life

KANSAS CITY, Mo. Nov. 18. tUP)-John r. Galatias
offered today to sacrifice half his sgh-one eyefor
the sake of his five children they can have break in
life He $4,000 for the eye and will sell it to
anyone who is blind and has a chance to see if healthy