The Bismarck Tribune Newspaper, March 21, 1936, Page 19

HUDSON'S AD MAN SAYS NEWSPAPER GREATEST MEDIUM Most Effective Advertising Is at Point of Sales Contact, W. 4 A. James Declares By WILLIAM A. J: 1 Advertising Manager, Hi Motor Car Company The automobile business moves “ rapidly. Changes take place over night. Consequently it is necessary to employ the most elastic and versa- , tile type of media to form the spear point of the advertising campaign for ® car manufacturer. In a product such as the automo- bile the most effective advertising is at the point of sales contact. The advertising, therefore, in addition to * speed and elasticity, must have prox- imity to the dealer organization. ‘What other medium than the news- paper answers these requirements? Newspapers have been and probably always will be the backbone of the advertising plan of the Hudson Motor Car company. For many years this organization has been known for the fact that it spends a greater percent- age of its appropriation in the news- papers than any other automobile company. There are many ol Teas sons for this besides those which have been cited. ‘We at Hudson are keen in our ap- preciation of what the newspapers have done editorially for the auto- mobile industry. By consistently trac- ing the developments of automobiles and automobile events through the news columns the newspapers have kept the car from becoming a mere necessity or convenience. It retains all of the glamour and interest to- day that it had in its pioneer days, thirty-five years ago. Those news- papers which have unswervingly sup- ported the automobile, good roads and the other phases of automotive in- terest deserve our gratitude and that of the entire industry. Newspapers are quick. It is not necessary to wait a month or a week to get a message across in the news- Papers. U.S. Is Accustomed To Winter Motoring The idea of placing the car in dead storage just as soon as the cold weather sets in is gradually going the way of the horse and buggy. With exceptions the winters in the East, particularly in the metropolitan area, have very little or no snow, so that the automobile can be used with per- fect safety and in comfort almost any day throughout the winter. That there is more motoring being done during the winter months now is a matter of record not only with the travel bureau of the Automobile Club of New York but oi! companies and automobile agencies, who report that the automobile is becoming an ac- cepted mode of travel both for busi- ness and pleasure throughout the year. While it is true that many of the resort hotels are not open during the winter and nati ly it is too cold for camping or picnicking, there still are a number of places within con- venient reach of this city where the motorist may find, at the end of a few hours’ drive, a comfortable and inviting place to stop whether just for a meal, an overnight stop or for a stay of several days. ee er Bituminous Highways Safe and Economical Highway engineers, finding danger- ous and detrimental to motor vehicles the cracks, rough joints and sharp edges of hard-surface pavement, are seeking their elimination to assure safety. Findings so far indicate the need of building wider and smoother highways, which, at the same time. will be shock-absorbing, skid-proof and economical, In many states the ends both of ‘economy and safety are being met by the construction of bituminous high- ways, with surfacing similar to that used on city streets, » Before development of regular ‘break- in oil, mechanics often put one quart of oil in five gallons of gasoline after reconditioning the motor. This addi- tional lubrication for the piston rings and cylinder walls reduced possibility of seizure due to insufficient lubri- cation. tures, steering, autom: Radial Safety Control Makes First Appearance; Softer Springs Are Allowed Completely re-styled for 1936, the new Hudson Sixes and Eights not only set a new mark for size at the price, but incorporate five new engi- neering features never before pre- sented. Hudsons will be exhibited at the Bismarck automobile and style show March 26, 27 and 28 by Wilde Mo- tors, Inc., Bismarck dealer. Luxury and quality of appointment distinguish the bodies and safety is |Toad given paramount attention in the de- sign of the chassis. These features are emphasized in the display at the National Automobile Show. Both the six-cylinder and eight- cylinder Hudsons are entirely differ- ent in appearance from their pre- decessors. The new sloping front grille presents a highly modern ap- pearance. The V-type windshield and the entirely new styling of the hood, body and rear contours plainly date these models as examples of the latest expression of the body design- er’s art. ‘The five basic new engineering de- velopments which are to be found on the Hudson cars this year include radial safety control, which is an en- tirely new system of front end.de- sign, introduced for the first time. Because of this new front end system, an entirely new and softer front spring can be used giving rise to a better ride which Hudson has named the Rhythmic Ride. It also results in new steering control which Hud- son pas called Tru-Line Steering. Automatic Draft Ventilater Another of the five new engineering features on the Hudson is the auto- matic draft eliminator by means of which all of the air coming into the car, in connection with the year- round ventilation system, is con- trolled and screened. The fifth im- Provement is duo-automatic hydrau- lic braking in which a complete hy- Graulic braking system is backed up by an emergency mechanical system which is ever on guard to take up the work of braking the car should the emergency arise. Besides these five major developments are many de- tailed improvements of design. and the handsome, big, roomy, beautifully contoured bodies afford luxury never befobe offered in this price field. The new models reveal an entirely different interior. The driver has an entirely new layout of control units. The instrument board faces him. There is an improved adaptation of the electric hand. There is a V-type windshield and a new easy release on the parking brake. Greater seating comfort is provided. One-Piece Steel Top The body has been improved by the use of @ one-piece steel top instead of the flange type employed in last year’s cars. This complete steel body, which is manufactured inthe Hudson Motor Car Company’s own body shop, is produced on presses nile traffic school children. which are the last word in sheet- metal development. Entirely new equipment was added to produce the 1936 steel body. Hudson chassis are longer, wider, stronger and more rigid for 1936 than even the 1935 construction, which was outstanding in this respect. Miami, Fla., police conduct a juve- school for elementary CONOCO THE BISMARCK TRIBUNE Five Innovations in Hudsons for 1936 Along the Highways | " Wetsater theshelrers popbleat ded Dirty or rusted reflectors on head- lights reduce the amount of light reaching tfie road. A disappearing top is a feature of one of the latest Buropean-built automobiles. In a test run recently made on smooth pavement & new armored tank reached a speed of 104 miles an hour. There are approximately 2,000,000 frat automobiles on the jay. Since 1933, 24,609 miles of roads have been constructed in the United States. Spring is a good time to adjust the brakes, which have been given hard using during the winter. A record of polls taken at’ various points of Connecticut in regard to compulsory automobile insurance shows about a 3-1 sentiment in favor of it. Although safety plate glass may break under severe impact, the plastic binder holds the fragments firmly together. Correctly focused headlights will not bring the driver of an oncom- ing car into view until he is 50 feet away. Three plants are being built in Germany for manufacturing gasoline from coal by hydrogenation. Numerous recent failures of au- tomobile manufacturers and selling companies has caused French auto- motive builders to ask that the gov- ernment halt production of vehicles for 12 months. ‘There has been a rapid growth in retreading of used automobile tires. Department of Commerce figures in- dicate that retreads for this year may total 5,000,000. : oa Due to lower atmospheric pres- sure, water in the cooling system of cars climbing Pike’s Peak boils at 187 degrees, Fahrenheit. A Baltimore doctor has suggested that automobiles with recessed door handles would aid greatly in the cam- paign to reduce traffic deaths, When they catch a speeder, Bel- Grade police require him to deflate all four tires’‘and then wait until a considerable - crowd collects before Permitting him to inflate them—by hand. According to a recent analysis, au- tomobile paid an average price of $31.50 per hi er for their vehicles in 1925. This figure has declined steadily until today it stands at $7.80, A new type of battery recently in- troduced is said to save power now lost in transit between cells by con- necting them directly through parti- tions inside the battery case, elim- inating all outside connections. Exhaustive tests have proved that ®@ car having clean sparkplugs and traveling at a speed of 60 miles an hour will get 43 per cent more mile- age from a gallon of fuel than will @ car with dirty plugs operated st the same speed. | The Sign You Can DEPEND UPON bringing auto owners Germ Processed Motor Oil — Here is a motor oil that fits into the picture perfectly for the new high com- pression motors. It is particularly adapted to those using the new bronze, lead and cadmium bearings. And, you know if has two to four times the film strength of ordinary min- eral oils. That’s why you can drive hard day in and day out with CONOCO GERM . PROCESSED MOTOR OIL. Conoco Bronze Blended Gas Right now, during these cold snaps, “you want to get Sein, Conoco Bronze Hightest Gasoline w ve you that— QUICK START QUICK PICK-UP QUICK WARM-UP And, what a pleasure it is to be roll- ing down the road with the satisfac- tion that “Conoco Will Get You There.” . REFILL YOUR CAR NOW AT EITHER OF THESE STATIONS M. B. GILMAN CO., INC. Broadway at Second : LOMAS OIL COMPANY “Bismarck’s Newest Super Service Station” On East Main Between Ninth and Tenth er Besides improving the appearance of the new Hudson, engineers have introduced tive tmportant (Cea- These are control of front axle movement, softer front spring providing better riding, easier jc draft élimingtion, and automatic hydraulic braking backed up by an emergency mechanical system The eight-cylinder sedan ts shuwn above. HUDSON IS OFFERING FIVE NEW _|(RRERLARGE WHEEL FACTORS IN AUTO ENGINEERING WITH DODGE TRUCKS Muddy and Rutted Roads Make Greater Axle Clearance Ne- cessary, Gilman Says Polly realizing that the need for SATURDAY, MARCH THREE LINES SHOWN IN 1936 SERIES OF CADILLAC-LA SALLE Lower Price and Shorter Wheel- base Offered in Series Sixty 8-V Type Three distinctive new lines of cars for 1936 comprise the products of the Cadillac Motor Car company. Cadillacs will be displayed at the ‘Bismarck automobile and stylé show next Thursday, Friday at Saturday by Fleck Motor Sales, Inc., dealer in Bismarck for Cadillac and LaSalle. Christened “The Royal Family of Motordom,” the group includes a lux- urious new Cadillac-Fleetwood Series on V-8, V-12 and V-16 chassis; a lower-priced, shorter wheelbase, V-8 type, called the Cadillac Series Sixty, and a brilliant new series of eight- cylinder LaSalle cars. Substantial price reductions have been made on all lines. The Series Sixty, say factory officials, was de- veloped to meet a demand for both men and women drivers for a car of lesser wheelbase which would embody all the elements of Cadillac quality and Cadillac prestige. It is excep- tlonaly easy to park, a feature of par- | ticular interest to feminine motor- larger automobile wheels of a few |ists. years ago still exists in vast areas of the country, special wheels 20 inches high, which are necessary in moun- tains and rural districts where muddy and rutted roads require greater axle Clearance, are offered as optional equipment on the new 1936 Dodge half-ton commercial cars. This announcement is made by M. B, Gilman of M. B. Gilman Com- Pany, distributor for the Dodge truck in Bismarck. The commercial car on which these high wheels may be used has a special gear ratio of 4.8 to 1 to offset the larger circumference of the tires that are 5.25x20 inches. With these high wheels and special gear ratio the Dodge half ton com- mercial cars easily negotiate the un- improved roads in outlying districts where the clearance of the ordinary car may not be great enough to sur- mount the obstacles encountered un- der such severe conditions. The spe- cial gear ratio delivers to the axle an ample amount of power for efficient performance at all times. This equipment is practical for use also on paved highways. Axle clearance when these high 20- inch wheels are used is 9% inches more than that of standard wheels. Because of the even distribution of weight during deceleration, good ‘braking would be more easily obtain- able with a rear-engined car; cooling system problems, however, would greatly increased. be|ful hydraulic brakes, and insulated, Unusual Pickup Also, according to Cadillac engi- neers, the Series Sixty offers unusual response in traffic and on highways. They rank the new model among the most brilliant stock cars in American history. This is due largely to a new 'V-8 motor of more than 125 horse- power, upon which they have been working for the last three years. The Series Sixty has a top speed range of from 90 to 100 miles per hour. The Cadillac-Fleetwood Series ts Presented in five chassis models and thirty body styles, all of the latter being custom-built by Fleetwood. In general, the appearance of the Fleet-| wood models is typically Cadillac, but added streamlining has been em- ployed to give further emphasis to Cadillac’s traditional beauty. Advanced Grille Treatment Distinguishing both the Cadillac- Fleetwoods and the Cadillac Series Sixty is a narrowed radiator and grille of exclusive design. The new Grille treatment achieves an effective contrast in two-tone chrome. Sur- mounting the tip of the hood is a graceful new radiator ornament, a jslender feminine figure in polished chrome. ‘Those interested in mechanical ad- vancement will find much of interest in the new Cadillac cars. They will note, for example, a number of fea- tures which contribute to exceptional ease of handling. Among them are synchromesh shifting; smooth, power- centerpoint steering, effectively pro- 21, 1986 _ ' 19 . Speed Designed Into Body of Sleek La Salle _ Thestong. sleek body of the 1936 La Salle exudes spced in all ite lines, from the narrow. convex radi- ator to the bullet-shaped tail light. while actual speed ts varried out by the powerful motor. Inside, the car ts much roomier than its predecessor, especially in front. where the band brake lever has been Moved to the left, tected by two universal joints from road shock or “whip.” Other features are the “peak load generator,” which ‘automatically varies its output between five and twenty. amperes, depending upon the strengtn of the battery charge. Through its op- eration ® uniform battery charge is maintained, regardless of the chang- ing loads imposed by radio, heater, cigar lighter, headlamps or other elec- trical accessories. Cosmetician Links Red Hair, Emeralds Red hair and emeralds are to be the 1936 style highlight, according to Mme. Helena Rubinstein, Russian- American beauty expert, who has re- turned to her Paris salon, crossing on the Champlain. Seductiveness is the keynote of 1936 femininity, declared Mme. Rubinstein. Ring out the ingenue, ring in the vamp ... and what a vamp. One who knows not only how to make up her eyes but who knows the value of jewels (if she has them). “Hair must be red, the complexion pale,” said Mme. Rubinstein. “But the lips must be redder than ever and the eyes made up.” The lady who knows her jewels should wear emeralds with this make-up, decrees the beauty expert. “But she may also wear pearls or phires.”” Tourists now may bring their cars into Cuba withoupt payment of du- ties and may use them in that country for 180 days, at the end of which pe- tiod they must either be taken out of the country or the duties paid. Eighteen states have laws requiring motor trucks and buses to carry emergency lights to be placed around the vehicle if it should become neces- sary to park it along the roadside dur- ing the night. Every car of American make is now equipped with safety glass wind- shields, and 90 per cent of these use safety glass all around. KNITTED ENSEMBLE NO LONGER PLAIN Novelty Stitches Are More Widely Used and New Colors Are Added to Standbys By MARIAN YOUNG (NEA Service Staff Correspondent) New York—Knitted ensembles have taken on a new dressiness, Now they are perfect not only for traveling and country week-ends, but for cool days in town, luncheon and informal bridge parties, Knitted skirts no longer are plain, tubular, unkind-to-the-average-figure affairs. Many models have soft flares knitted into the bottom of the hem- line. Some have knitted-in pleats in groups at the sides or front. Others are made with novelty stitches which give a gored and flared effect. Colors are simply lovely. You will like your old favorites, beige and pas- tels, of course, but you'll be fascinated by violet, tulip yellow, various grays, tree-bark brown. Chinese green and red and soft, rather dusty, medium blues. A hand-knitted suit, if beautifully done, has the individuality and luxury appeal of fine jewelry. However, if you can’t afford one and haven't time to knit, remember that machine-knits fit superbly these days, cost much less and give utter satisfaction. Novelty stitches are more widely used than ever before. A heavy shell stitch, worked vertically, is attractive. New types, in diagonal effects, show raised motifs and drop stitch treat- ments. In hand-made models these often appear on rough puried grounds. In machine-knit types plain rib-stitch backgrounds predominate. Silk knits hold their own alongside woolen ones. You can find them in price ranges well within your budget. They launder as easily as lingerie, hold their shape and come in all the new spring colors. Two-year courses in traffic safety have been introduced in Milwaukee public schools in an effort to reduce the number of deaths in automobile accidents, No person may use, or permit any other person to use, a motor véhicle - on British roads unless such use is covered by insurance. The average age of an automobile tire in 1910 was nine months. 1936 DODGE TRUCKS THE, ney, 1096 Dodge trucke are here! With ma: ing ade "Fore Point™ load ‘show-down" tod STILL PRICED WITH THE LOWEST M. B. GILMAN CO. Distributor 2nd & Broadway Phone 808 Bismarck, N. D. HUDSON ana TERRAPLANE With Most That's New at the Auto Show PRICES BEGIN AT ‘710 J. 0. b. Detroit. group of accessories extra. “Isn't it a beauty, eon? They’ll all envy us now!” New Leaders of the Style Parade Once in years, there’s an automobile show where one or two cars stand out above all the others. This year, it’s the 1936 Hudsons and Terraplanes. | Discover what the early previews have shown—that Hudsons and Ter- raplanes have the two completely new deans for 1 ‘ake size comparisons, too—length, width, headroom. There’s extra big- ness...greater room that youcan seeat @ glance ...in these larger, roomier With 5 Things You Radial Safety Control (patent applied for)—a wholly new safety engineer- ing principle hailed already as one of the greatest automotive developments of all time. Duo-Automatic Hydraulic Brakes— (patentappliedfor)double-safestopping. bodies on their longer wheelbases. Under all the newness... . the same famous performance, economy and ruggedness that have won recognition for Hudsons and Terraplanes every- where as the greatest performersof all stock cars. 93 to 124 horsepower in Hudson Sixes and Eights...88 or 100 horsepower in Terraplanes. See themat the show. Then drive and compare, even with cars priced far above them. The Rhythmic Ride—something new in full-cushioned comfort on any road. Tru-Line Steering—unaffected by spring action, braking or road con- ditions. Q Automatic Draft Eliminator does away with floor drafts. SAVE with the NEW LOW HUDSON-C.1.T. 67 TIME PAYMENT PLAN TERRAPLANE PRICES BEGIN AT for De Luxe models, $.0. b. Detroit. Standard group of accessories extra. WILDE MOTORS, Inc. Bismarck, N. D. 804 Fourth St. BUILT BY HUDSON—HUDSON SUPER Phone 1500 8760 AND UP; HUDSON SIX. $710 AND UP, AND TERRAPLANE. $595 AND UP, F.O.B. DETROIT.