davidaulloa/AmericanStories huggingface dataset:
Evening star., 1943-11-22

Earners-are buying in direct proportion to their num-
be1s. They are buying because they are earning
Keep them buying and you keep them earning. To
help keep them buying they themselves have the
biggest share in backlog of war savings equal to
our total national income before the war began).
The specific job of your advertising is to burn your
brand name into their minds and hearts 80 that after
the war they will buy 10 million new jobs into
being They can do it. They are the only group in the
world who can
This will not be an easy advertising job. In many
cases you must build customers without goods More
than that-you must hold on to them so tenacously
that the minute the bell rings for the last round of
war production these families will be ready Gus
toners to make jobs-7and your profit
To do the job in the time we have left YOU must
have not only their eyes and their ears you must have
their hearts. You've got to get your thinking deep
down inside OF them and you've got to do all this
with people you don't know very WELL
There's word for what your advertising needs .
it's INFLUENCE. Let's describe it as hand on the
shoulder taking you into these new homes-upon
which SO much depends-as friend of FRIEND
Twenty-Five years ago Macfadden began to make
magazines grow and prosper in the Wage Garner
Evening star., 1943-11-22
Your Advertising Can Prevent This!

Last week Tom Girdler, Chairman of the Boards of
Republic Steel and Consolidated Vutee Aircraft said
this about obs Lets get it straight about where Jobs
come from 1t isn't employers who create jobs it's the
customers. Customers buy goods Factories are oper
ated to make them. Payrolls are maintained When
the customer stops buying, employment is over''
Your advertising holds the responsibility for making
customers Customers make jobs. Jobs the only things
in the word Aat wurd off apple selling and leaf raking
This responsibility on you is no community chest,
give the boys break" proposition. It's serious
problem of survival-survival of our way of doing
business and living It's the only profitable investment
for without it there can be no profit
HoW many customers must have after the war is
anybody's guess, but we have few guideposts:
10 million service men must be absorbed back into
Industry. This be done only by holding the total
number of jobs close to todays high levels. Even
then millions of women and over age workers must
give way.
Can this be done?
We believe it can. Here's why
Today, for the first time in the history of any
economy-the working people in Amerca-the Wage
Evening star., 1943-11-22

market. None had existed there before
The magazines prospered, in all business, because
they gave these families something they had needed
Entertainment? Yes but more than that-lesson pages
out of their own lives Lift and heart-with stories
for them, about them, and by them.
AS Macfadden editors tell it, the magazines took
these readers where they found them" And, as
the readers gradually lifted their sights we lifted ours
still higher. Always step ahead-leading, guiding,
and inspiring
Because we have helped these famlies-to help
themselves can help you.
For the friendship we have built in these homes
knows column rule boundaries-but spreads over
advertising and editorial = getting belevability
spreading confdence-getting action.
Yes, these times for action and for confidence.
These times for people and business to pledge
not to falter. Believing this here is the pledge of
Macfadden Publications to reader and advertiser
To furnish to Industry means of communication wh
wugeearning America through magazines uhich enjoy
reader confidence, loyalty and respect To maintain our
service to Industry the most authoritative private
source of knowledge and understanding of these people
upon Wonr Indusry-and, indeed our entire economic
system. as We presently knoO it-must depend.
Evening star., 1943-11-22

%
Imperial Valley press., 1943-08-17
COMMITTEE HIT
Fl Centro Man Is
Nominated for
Vice Commander

Max r. Brents of Ell Centre
Tuesday was nominated for VICE
commander of area No 5 at the
twenty-fifth annual convention OF
the California American Legion in
San Francisco.
The second day of the annual
convention began with an address
by Gov. Earl Warren, the first
Legionnaire to be elected governor
of California
other nominations for depart
mental officers included:
Dee Holder and William P.
Haughton, Los Angeles. commander.
Mrs. Cleo Vrecland, Burlingame,
vice commander at large. William
M. Sisson, Redding, area vice COM
mander No. l. w. G.. Wagner, Liver
more, area vice commander No. 2.
Verne Hoffman, Acampo, area
vice commander No. 3. DR.. L. A.
Hammer and John J. McGilvray,
Los Angeles, area vice commander
No. 4.
Rev. Leland Cook, San Diego,
chaplin.
G.. r. Farrell. Los Angeles and
Lester Nichols, San Diego, sergeant
at arms
The Legion Auxiliary announced
that Mrs. r. Harold Mahan, Los
Angeles, would be unopposed in the
election for auxiliary State Presi-
dent Wednesday. Mrs. Mahan will
succeed Mrs. George Cloney, Eureka.
Imperial Valley press., 1943-08-17
Wickard to Send
Jones Critical
Report on Food
u. S. Cannot Become
World "Breadbasket"
Report Declares
By FRED BAILEY

WASHINGTON, Aug. II
-UP)-Secretary Of Agri-
culture Claude R. Wickard
was expected today to send
to War Food Administrator
Marvin Jones critical report of
the food program - report OF
which Wickard himself also was
sharply critical.
The report declared that the
United States has never been and
cannot become the breadbasket of
the world" and insisted that
American civilian food needs
should not be considered as left
overs to be satisfied after all other
claims are met
The report was prepared by a
subcommittee of the food advisory
committee named last March by
Wickard to set up standards to be
used i'm the ALLEGATION of American
food supplies for all purposes.
COMMITTEE HIT
Wickaru, in statement accom-
panying release of the report,
charged that the subcommittee had
wandered far afield in presuming
to Judge the entire food program
and in suggesting changes He said
Continued on Page 8, Col. %
Imperial Valley press., 1943-08-17
T hruS st
Nets
Ian q
Ve!Ia LaveI|a Isle
Taken bv yanks
In Surprise Attack

HEADQUARTERS, South
Pacific Forces, Aug. II
American invasion troops
supported by aircraft are
consolidating positions on
newly occupied Vella Lavella is
land, Northwesternmost of the New
Georgia group, astride the japanese
supply lines to Kolombangara.
There we're no reports here at the
South Pacific headquarters of Ad-
miral William F.. Halsey of any ef-
fective ground opposition against
the American troops who landed
along the Southeastern coast of the
island last Sunday morning.
1t was assumed here that the is
land is now safely in our hands.
JAPS SURPRISED
The Japanese on Vella Lavella
were caught flatfooted by the AL
lied strategy of bypassing Kolom-
bangara. directly to the Northwest
of New Georgia.
The enemy had yielded New
Georgia-except for mopping up op-
erations in the Bairoko harbor area
10 miles North of Munda, princi-
pal base in the central Solomons-
and probably had prepared for a
direct assault against Kolomban-
CARA, defended by a force of pos
sibly 5000 enemy troops.
An assault on Kolombanagara
was an obvious move that the Unit
ed States high command found less
expedient than the thanking maneu-
yer through which we have acquir-
ed base only 70 miles from the
powerful Bougainville stronghold
1886 miles from Rabaul on New
Britain island.
Barring a japanese bid for re-
conquest of Vella Lavella, our forces
are in a position now to exert pres
sure on Kolombangara from two
Sides-a strategy similar to that
employed in the Aleutians, when
Continued on page 6, col. q
Imperial Valley press., 1943-08-17
Buying Power
Of County in
2Percent Gain

Imperial county's purchasing pow
er, as reflected in retail sales,
showed an increase of two per cent
in 1912 over the year before, it was
revealed Tuesday.
A survey conducted by the Cali
fornia State Chamber of Com
merce showed that retail sales last
year totaled $24,174,00O.
Retail sales in the 10 southern
California counties totaled $685.
$4,000 while the total retail sales
for 194l totaled $2,236,615, 900. In
1899 the sales aggregated $l,675,-
10000.
For California as a whole the
survey showed seven per cent in
crease in 1912 over l941. There was
an increase of 80 per cent last year
over the record for 1899.
Imperial Valley press., 1943-08-17

ceptance of shortages if undue de-
lay and unnecessary bloodshed are
to be avoided.
HOLD CONFIDENCE
Of the military situation, Byrnes
said there was every reason for
confidence in an ultimate over
whelming victory over both Ger
many and Japan, provided Ameri-
cans curbed the over confidence
now stemming from belief that the
Italians no longer possess the will
to fight.
OF the economic stabilization pro-
gram at home he promised food
price program which will bring a
substantial reduction in the cost of
actual necessities not of fancied
wants" and stabilize living costs at
the Sept. Is, 1912 level dictated by
Imperial Valley press., 1943-08-17
Conflicting Rules
Of Bureaus Told
AtGds HEARING

What does the public do
when the ODT and the OPA
lock horns and issue con-
flicting orders?"
Harry. Horton, FL Centre
attorney, put this question to Rob
ert M. Dulin, hearing examiner for
the OPA, at hearing in Ell Centre
Monday in connection with an OPA
charge that the j. D. Horton Taxi
cab company and the l. V. Motors
violated an OPA rule by keeping
the taxicabs running in spite of a
shortage of LOO gallons made on a
gasoline ration book issued to the
taxicab company.
Testimony taken at the hearing
showed that the ODT ordered the
issuance of 100 extra gallons of
gasoline to the taXicab company and
that later the OPA ordered the local
ration board in FL Centre to refuse
to follow the ODT order.
SHORTAGE TOLD
LangSton GOree of the l. V.
Motors and Mr.. and Mrs. j. d. HOr-
ton, taxicab company owners, teSti-
fled that the company did not have
enough gasoline to keep the COM
pany'S five cabs in operation and
therefore they had arranged to
keep. them going by using July's ra-
ton stamps for gasoline used in
June.
They did so, the testimony reveal
ed, with the full knowledge of sev-
eral representatives of the ODT and
the OPA and had made no attempt
to keep the arrangement a secret
because they believed the taxi
cabs are vital wartime necessity
in Ell Centre where there is no
other means of public transporta-
ton.
CONFER WITH CHIEFS
Goree and Horton went to San
Diego to confer with gasoline ra-
tioning officials who declared they
could do nothing. They testified
they were told to go to Los Angeles
to meet officials there. They said
they did so, that officials admitted
the taxicab company had been
shorted LOO gallons of gasoline for
one period but nothing would be
done to rectify the admitted error.
Il would run back and forth be
tween the state board and the
local board" Mrs. Horton testified
Continued on page g. col. d
Imperial Valley press., 1943-08-17
Youths Fined
For Invading
Haunted House.
FL CentrO and Brawley
Boys Arrested By
Imperial Officers

IMPERIAL, Aug. II Imperial's
famous haunted house, the old
fashioned residence on ID" street
west of the county airport which
has attracted ghost hunting young
sters for many years, again was in
vaded this week. Chief of Police w.
H. Burton said Tuesday.
-Four boys, two from Ell Centre
and two from Brawley were ar
rested The two older boys were
fined $40 each for tearing screen
off the old house. opening door,
and shouting around the place be-
tween 1890 and l a. m. Monday.
The two younger boys were placed
in charge of juvenile authorities.
MANY ARRESTS
In past years more than so per-
sons we're arrested and taken into
court for creating disturbances
around the sO-called haunted house
and annoying the late George
Steitburger, aged cabinet maker,
who lived in the basement. He al
ways kept his doors locked and had
a light in the basement where he
lived. Many reasons are given for
believing the house to he haunted.
One is that Streitburgers wife, who
preceded him in death, returned to
the old house every night to have
dinner with her husband.
Streitburger died almost a year
ago and since that time the house
has changed hands several times
and has been repaired and changed.
The present occupant is Charles
Richmond, who works nights. He
told Chief Burton, however, that he
planned to stay at home at night
occasionally to be on the watch for
invaders
Someone is going to get hurt, +"
Burton declared, unless every
one stops hanging around the
house."
Imperial Valley press., 1943-08-17

They sang and laughed and joked
about it. But when the time came
they had to control some nervous
ness.
SING AND LAUGH
The Long Tom, dubbed that by
British Tommies who saw much of
its eight and one-half foot height
in Tunisia, is called Whispering
Death" by the Germans.
The boys who feed the ammunition
to this huge gun, which had bar
rel "a feet long and weighs 30,100
pounds, are Pvts. Morris Ordogne
of Thibodeaux, La, and Charles
Portnoy of 263912 West Boulevard,
Los Angeles, Cal
Imperial Valley press., 1943-08-17
Roosevelt Convinc ed Majo Battles
Ahead. Not Behind. Speaker Says

congress. The program was re-
quested recently by Mr. Roosevelt
and ByrneS reported definite
progress, citing the fact that the
cost of living now is only Az per
cent above the desired figure.
HOME FRONT TALK
Most of Byrnes' speech was de-
voted to the home front, but it was
preceded by far more pessimistic
picture of the military situation
than even Mr.. Roosevelt painted in
his fireside chat of July 28.
There is nothing to justify the
hope of unconditional surrender by
the Axis powers in the near
future" Byrnes said. ut is by no
means clear that we are today as
near winning the war as the Axis
was in the summer of 1910.
Imperial Valley press., 1943-08-17
BY REYNOLDS PACKARD

ALLIED HEADQUART-
ERS, North Africa, Aug. II
-(UP)-The battle of Sic
lily ended today in a smash
ing Allied victory as crack
American troops stormed into Mes
sina in the wake of wholesale
Axis evacuation to the italian MAIN
land and official announcement of
the islands complete occupation
was expected at any moment.
Radio Algiers reported that the
Americans had captured Messina)
All that remained for the Amer
ican Seventh and the British Eighth
armies on the narrow strip along
the Messina straits opposite Italy
were cleanup operations against
German and Italian suicide units.
RESISTANCE ENDS
A dispatch from United Press
correspondent c.. r. Cunningham.
with the American army before
Messina, reported that all ordered
resistance had ended last evening
and that German non-commission-
ed officers falling into American
hands explained they were merely
expendables left behind to slow the
Allied advances. Their officers and
the German main body had fled.
A terrific artillery barrage un-
1eashed at 3 a. m. yesterday soft
ened the outer rim of Axis defenses
for the successful American thrust
into the city, last center of resist
ance on Sicily.
Eisenhower made his prediction
in an address to group of WAACS
here yesterday.
"Messina will fall tonight or to-
morrow" he said. He had Just re-
turned from Socily by plane where
he had conferred with field COM
manders.
SHELL MAINLAND
American artillery was shelling
the Italian mainland. two miles
across Messina strait from Sicily, in
thunderous prelude to the next
step of the Mediterranean often
sive-the invasion of Italy proper.
"a Berlin broadcast said all Ger
man troops had been evacuated
from Sicily.
(The broadcast said the last Ger
man and Italian troops with all
their arms and supplies had been
brought back From the forefield
of the European Sicily
to the continent" and we're now dis
posed on the Italian mainland. Gen.
Continued on page 6. col. 81
Imperial Valley press., 1943-08-17
BATTLE FOR SICILY ENDS
Yanl<s Mop Up Japs After New Victory
PRIVATE OPENS ATTACK
Red~Head Fires First Shell at Italy

become a battle for the straits. OBJ
jcctive of that shell was the big
Italian coastal guns on the MAIN
land side.
Sgt. Elmer Wilbert of Butler Pa,
gave the order for Keep to pull the
lanyard on the gun, a 155 rifle in
a battalion under the command of
Lieut.. Col George Halliday of West
Lafayette, Ind, 1928 Purdue
graduate who had gone forward to
select an observation post for the
firing on the mainland.
This gun crew had a big time
after being told their rifle, veteran
of 1000 rounds in Tunisia and
Sicily, would fire the first shot.
Imperial Valley press., 1943-08-17

mo full scale offensive against
Japan has yet commenced.
The heroes of Bataan are still
prisoners off war.
mo Allied army has crossed the
borders of Germany. Before that
is done thousands of American SOL
diers will make the supreme sacri-
flee.
1--WE must realize tha the war
will be won by those who win the
last battle. And the last battle has
not been fought. -
I'VE have every reason for con-
fidence in an ultimate overwhelming
victory over both Germany and
Japan, but I am authorized by the
President to say that in his judg-
ment as of today the major battles
lie ahead of us, not behind u.s."
Imperial Valley press., 1943-08-17
R.A.F. B0MBERS
BLAST ARSENAL
CITY OF TURIN
Great Offensive Against
Italy Is Continued In
Daylight Operations
BY WALTER CRONKITE

LONDON, Aug. 17.-(UP)
Royal air force bombers
blasted the Northern Italian
arsenal city of Turin in a
concentrated assault Ia t
night.
Continuing the offensive in day
light, Allied bomber formations
crossed the straits of Dover in
bright sunshine this morning head
ing toward Boulogue with a fighter
escort.
1t was the third raid on Northern
Italy in as many nights to give
more reason to the cries of the
Italian people for peace and the
31st of the War against TURNS i'm
portant industries and railways.
Milan, the target Saturday and
Sunday nights, apparently is con-
sidered knocked out.
NAZI FIELDS HIT
At the same time fighter COM
mand planes were battering the
German airfieldS in France and the
low countries which would be GEN.
ters of defense against an Allied
continental invasion, following up
American Flying Fortress an d
Marauder raids on similar targets
yesterday.
An air ministry communique said
preliminary reports showed the
bombing of Turin was well con-
centrated," Five bombers were first
reported missing but one later land
ed, reducing the loss to four. Turin
is the site of the Royal arsenal and
the Fiat airplane engine works. 1t
was attacked last on Thursday
night.
Calculated to promote popular
Italian demands for peace, the RAF
attack on Turin came a few hours
after Liberators from the middle
East had struck at enemy airfields
at Foggia in central Italy in day
light.
The office of War Information
Continued on page 6, col. ~
Imperial Valley press., 1943-08-17
BULLETINS

MONTREAL, Aug. II OUP) -
The Canadian Broadcasting Corp
oration listening post reported
today that the Rome radio had
broadcast that large invasion
fleet had been sighted off Ca
tania. According to the Rome
radio report, the fleet includes in
vasiOn barges laden with troops
and tanks.
ZURICH, Aug. IL up Two
American heavy bombers made
forced landings in Switzerland
today and their crews, totaling 20
men, were intcrned.
NEW YORK, Aug. II (UP) -
Germany will not crack before
the fall Of 1914 at the best. at our
present rate of progress toward
total victory, Captain Edward v.
Rickenbacker said today.
PHOENIX, Ariz., Aug. IL CUP)
Deputy Sheriff CIV. Roach to-
day opened an investigation Of
the failure to call an inquest In
the death of Mrs. Gloria Gould
Barker, 81, member of the socially
and financially prominent New
York family drowned sunday In
her swimming pool.
ONDON, Aug. II up
British submarines have sunk
nine more Axis ships off Sicily,
the admiralty announced today.
Imperial Valley press., 1943-08-17
p AMsl'Ne
.lAEpoRTER
A MUD HEN?

Mondays storm deposited lot of
water on the streets of Ell Centre.
AS usual the water backed up and
made it impossible to cross the
street in some places without get
ting mighty wet.
Mrs. John Smell and her two
children we're walking along Main
street. When they started to cross
to the opposite side of the street,
Mrs. Smell saw that the water was
deep. She looked at their shoes
and remembered about shoe ration
ing.
She took off her shoes, took off
the shoes of one of the children,
picked up the other child and wad-
ed through the water barefoot.
Now there, say we, is a resource
full woman.
Imperial Valley press., 1943-08-17
Nv EDWARD v. ROBERTS

..-- w Fhufss ~ WI
WASHINGTON, Aug. II CUP)-
President Roosevelt will go to the
Anglo American conference in
Quebec soon with no hope of un-
conditional surrender by the Axis
in the near future and firmly con-
vinced that "the major battles lie
ahead of us, not behind U.S."
He authorized War Mobilization
Director James F. Byrnes to broad
cast that warning to an "over-
confident" home front last night.
Byrnes' radio speech detailed why
the roads to Berlin and Tokyo are
still long, hard and bloody" as
we'll as why "the will to win" must
be exemplified on the home front
by greater cooperation and ac-
Imperial Valley press., 1943-08-17
BY c. r. CUNNINGHAM

WITH AMERICAN FORCES, AD-
VANCING ON MESSINA, Aug. 10
Delayed - CUP) = A red-headed
Tennessee private jerked the cord
that sent the first shell from an
American Long Tom screaming
across the straits of Messina into
Italy today
He was Pvc. Albert CRed Keep
from Atoka, Tenn, member of the
crew of No. / gun of battery COM
manded by 1st Lieut.. William B.
Dougherty of Dallas Tex.
OPENING BLOW
1t was the opening blow of the
last battle in Sicily-Which now had
Imperial Valley press., 1943-08-17
NOTE TO HOUSEWIVES

One of our friends telephoned
that the humid weather had caus-
ed her woolen to mould
Better unpack yours and see If
they have weathered the dampness.
Might dry them out in the sun to
make certain there is no dampness
collected in them.
Imperial Valley press., 1943-08-17
MAIL DEPARTMENT

We certainly appreciate this note
from Mrs. M. K. Mccoy.
Dear RR-Thanks for the pub
licity (?) in tonight's edition of
We towne organ. But you really
neglected few points. Cd Ray
Continued on page 6, col. s.
Imperial Valley press., 1943-08-17
MUST SIGN COUPONS

Coupon No 7 in the gasoline A
book is good now and will expire
September 81. All A, B, c, D, and
T book coupons must be endorsed
on the face with the car license
number and the state of registra-
ton.
c book holders must have their
tires inspected every three months
with the third inspection to be made
before August 81. B book holders
must have their tires inspected
every four months with the third
inspection to be made before Octo-
ber 81. A book holders must have
tires inspected every six months
with the second inspection before
September 30.
Imperial Valley press., 1943-08-17
0PA Announces
Ration Calendar
For Coming Weeks
Stamps and Coupons Good
Now Are Explained
BY Ration Chiefs

The Office of Price .Ad-
ministration Tuesday made
public the ration calendar
in effect for several weeks.
In war ration book No. 1,
stamps ID, Is, and IS, each good
for five pounds of sugar, are good
now and expire october 81, Stamp
18, good for one pair of shoes, is
good now and expires October 81.
In war ration book No. 2, the blue
stamps r, S, and T are good for
canned, frozen and certain dehy-
drafted foods from now until Sep
tember 90 Also in the No. 2 book
the red stamps T, u, V, and W.,
good for meat, canned fish, most
edible oils, cheese, and canned
milk, are good now and until Aug
uSt 81.
Imperial Valley press., 1943-08-17
Iuziis
Flee
/ sic
Americans Storm
Into Messina as
Resistance Ends

MESSINA, Sicily, Aug. II UP)
American infantry entered
Messina at 9:40 a. m. today.
Imperial Valley press., 1943-08-17

Hughson and Conroy; Niggeling
and Perrell.
New York: Wensloff and Dickey;
Chicago: Ross and Castino.
Imperial Valley press., 1943-08-17
WEATHER

Maximum Monoay 80, minimum
Monday "; 5 am. Monday "a, hu-
midity 81; noon Tuesday "a, hu-
midity 48; S pm. Monday "a, hu-
midity rs.