Evening Star Newspaper, June 9, 1923, Page 13

P . ; REAL ESTATE. 'HE EVENING " Roger Babson Great Believer In Very Extensive Advertising Stabilizes Business, He Asserts—Calls Size . of Daily Papers Business Barometer. In Class With Banking. Advertising, is considerably selling through sales- | men and clerks. Not only is the cost per sale less, but when selling through the newspapers or the mails the maker knows just what he prom- ises. The firm, however, which depends upon a crew of salesmen does not al- ways know what the salesmen psom- ise. There are many other economic advantages gained through the in- telligent’ use of constructive adver- tising. “Finally we shall have what T like to call ‘ultimate’ advertising. The history of the advertising agent will | be similar. to the history of the banker. Banking, as you know, started with the pawn shop. The loaning of money in its early stages was looked upon as a most illegiti- mate business and carried on under | cover b; tionable people. Usury | was not only banned by the church, but by legislation. It was only compara- ely a fewtyears ago, considering his- t whole, when banking was | recognized as a legitimate business. Present Banking Methods. “During the past hundred banking « has gone through various stages. The fifst campaign was to elim dishonest banking: the next step was to eliminate competi- tive hanking: and the present genera- tion has been engaged in constructive banking. The country is now learn- ing, however, that the banker has a sreat opportunity in steadying busi- ness conditions, thercby eliminating reckless booms and preventing need less panics. It has been learned that BY ROGER W. BABSON. The Sta 1in any other when properly cheaper than form. used, e al Dispateh to ATLANTIC CITY. June 9.—Roger AV, Balison, guest the Associated | Advertising Clubs of the World, in con- e ieregsed the main body of the . ecting Wednesday and Thursday. Mr. Tahson much Interested in the latent advertising both in | connection with the distribution of | goods and as a factor in studying| Business conditions, | Associated Advertising | World was formed, there need for systematic guidance Mr. condition ad- ave 5 power of . When |the b of the great and The world says of below business in usefulness and moral- largely manufac- and bogus was | The | war | read | and vigila Babsor vertising the was far axe 53 fine turers, stock considered old xaving, « @ud iovr *iversything, mdvertising The first wation was mitiees and vertising. It eredit for th & doing along Three Flelds Thera are. however, o which are equally® important \dverlising on- to the promoters. feine New home of A. R. Kuldell, on 36th place near Observatory Circle. nearly 200 feet. LUMBER MOVEMENT DECLINE HALTED, REPORTS INDICATE me troupes Advertising a_gamble ame. ‘Everything is fair in was _extended to is fair fn war, love patent trical years te task of the new to form visilance com- | bring about honest ad- deserves the greatest work it has done and this line of Development. er things and organi- | s Reports received this week by the last week. these Nati I acturers' As-|than offset by BAN e Yomatuciy 1| nine fewer mifis reported in time for soclation from the various reglonal| tho" present weekly compilation. As lumber manufacturing assoclations | compared with thie same week last seem to indicato that the decline in|Year vroduction and shipments show 4 substantial gaine. and orders a de- : ] the lumber movement, which has con- | AroREn e, By SO GO perhaps more important when all| by increasing the bank rate durine | ynved for some time, has been ! ossibilities are considered. '1f one periods of overexpansion. a panfc | frued ' Reports from M -.;:u.x; ahead to the future of adver- | can be prevented. Then by lowering | checked. All the reporting mills gi tising. he sees th dditional fields | the rate during periods of depression. Although the total reports of pro- duction, shipments and new order: | ments as 9 per and orders as of development. prosperity can be brought back. It Sty . e “The leading has been learned that the bank rate = it P eion 8 year giving more hears the same relation to business | ®h0W small recessions from those of | pine mills by themselves show simi- Question of competitive that the governor bears to an engine. lar percentages of 102 and 65, respec- By competitive adve Hence, the banks have been recently tively. and ile west cosst mile! i3 @dvertising which does united in the federal reserve system. | Sl ot Al bt thier two of the the country a whole. which can control the discount rate | mills represented in the compilation mothing dishonest in both the Stand- | with the sole object of eliminating | have established normal production ard Oil Company and the Texas Com- | reckless booms and preventing need- | Agures for the week, and with re- are probably more ct that thirty- cent, advertisers are each s thought to the advertising. sing, I mean ¢ continue to increase in size. I. how- | ever. do object to & big paper one year and a small paper the next year. Business conditions will become steady and gradually Increase only when the amount of advertising be- comes steady and gradually increases Violent fluctuations in advertising are not merely the result of fluctua- | tion in business, but are largely the cause. A concern stops advertising be- cause its business bas fallen off, but the fact of its stopping advertising makes business still worse than it o would be. To speak satis v, advertising begins to fall off business begins to decline. | business declines to the depth much worse than it otherwise would because advertising is decreased. The changing of advdrtising rates #and railroad rates in accordance with the Babsonchart would not only greatly henefit business as a whole, but would benefit those who have advertising space to sell and those who have transportation to scll. Business in every way will be helped by what T | call this ‘ultimate’ advertising. May | we hasten the day when it will be used.” any erecting large sign boards at|less panics. ect to the: eir actual productio Ene same Dolnt oh s country rosd!| |1 Howaver: voul will it ey o iata Moreover, T am not criticizing either | any bank man. thoroughly ‘company for doing this. If one com- | in economics, he will tell does it, it is perhaps necessary | goal cannot be reached the other company to do it. I |the help of the advertis ver, am sure that these signs!the country and the t ot inerease the sale or uxe of | systems. The three greatest factors line and in no way benefit the affcting business are money rates, try as a whole advertising rates and transportation | he .cost of @ competitive ad- | rates. Given control of these three Wertising is ultimately borne by the | factors one can go a long way in ©onsumers. From an economic point | eliminating_the, hills and valleys of of view such advertising is a direct | business. The federal reserve board loss to the nation whole. The | is doing as well as it can with only | people of a country are best off when | one of these tools, but at present it they get the largest amount of goods | is like a_carpenter with only a ham- for the least amount of labor. There- | mer, and without a saw or chisel fore. we all should strive to elimi- | The Interstate Commerce. Commis- nate. so far as possible, unnecess slon, which controls the rates of Jabor and to use our labor for the ac- | transportation, has the saw; but production and distribution the advertising men have the chisel Instead of erecting competi- | Some day your Assoctated Advertising boards. carpenters should | Clubs of the World will take up the houses for working men: | question of using advertising rates d of using electric power for|as a tool in connection with the competitive advertising, it. should be | steadying of business conditions. wsed for productive. industrial pur- Papers Show Prosperity. poses: instead of wasting newsprint| .. o competitive advertising, the sam When business I recklessly ex- ehould be used for constructive | Panding, advertising rates should be s materially Increased. so that when 5 business 13 depressed advertising Urges Constructive Advertising. rates may be correspondingly re lvery sensible man recognizes the | duced. One,of the best baromete walue of constructive advertising.|of business s the size of our dally Statist show clearly that most | papers. I do not want to reduce the |, oo be sold more cheaply and | size of our papers over a period of | jin y wrough advertising than | vears. Rather I want to see them talk with informed ou that the xcept with r man of portation was 106 per cent of normal, shipments 107 and per cent of the same. The North tion reports from lumber producers North and South Carolina are not running to maximum capacit use of lack of labor and hey are lengthening and improv main and branch line logging rail- roads. In Georgia and Alabama pro- duction has been se interfered ¢ the past four wedks bv st incessant rain: and the roofer | mills in those two states have not "n running much over 50 per cent apacity. Except for occasional e of empty cars, the railroad in is described as satisfactory, tion is made that un- movement taxes the more heavily than is now anticipated, transportation this sum- mer will prove equal to all demands. The market is deseribed as quite dull As shipments for the past month have exceeded production, the mills are left with a limited assortment of grades with which to meet current business. The mills generally have comfortably full order files and cur- ent business 1s about on & Parity with production Weather Brings Increas Southern Association from New ns that orders §2 Carolina Pine Associa- Norfo Va., that in ‘ginia and Tor how <o and Jess Erain ng General business as reflected in the | Babsonchart continues in_satisfactory | volume, running this week at 2 per | cent above normal. . (Mr. Babson. the noted statistician, who regular coniributor to The Star, will con e his special articles on business and financial conditlons.) The | ports ine Orle re- the . NEW BROOKLAND HOME Near Catholic University e Sample House—1001 Otis Street A Suburban Home With All City Conveniences DESCRIPTION Ihese detached homes are ideally located in the most beautiful section oi Brookland. They are exceptionally well built, containing six large rooms, pantry and tiled bath, hot-water heat, electric lights, stationary tubs, gas water heater and gas range; extra large well lighted cellars, and deep vard to wide alley. The interiors are beautifully finished in white enamel trim with mahoganized doors. : These h'mnes are priced very low, and can be bought on a smalfl cash payment with easy monthly terms N.E. INSPECT TODAY ; Take car marked Brookland to 10th and Monroe Streets N.E. and walk two blocks north to property. 7 Built, 2 Sold Before Completion Open and Lighted Daily and Sfinday Until 9 p.m. LEO F. JUDGE 635 F Street N.W. (Excusioe Agen) STAR, WASHINGTON, D. C., Attractive Residence Ready for Occupancy e ship- | SATURDAY, JUNE 9, 1923 REAL ESTATE. 13 N T STILL'NEED 700,000 MORE HOMES IN U. S. Nation Should Add 350,000 Resi- dences Annually to Meet Normal Demend. Al oraso oronke o nocoun | try still estimated at 700,000 is the summary of the housing situation re- | ceived by the National Assoclation of Real Estate Boards from sources. This is a lowering of some- thing like 300,000 from the short- age prevailing two years ago. Addi- tion of from 350,000 to 400,000 homes is demanded In the United States an- nually to meet normal conditions, advices to the association from gov- ernment experts indicate. Of these, marriages are tredited with furnish- ing the impetus to a demand for perhaps 280,000, destruction of build- ings by fire with creating the need for perhaps 100,000. . Steady national decrease in totals and in percentage of home owner- ship for the decades between 1890 and 1920 is indicated in studies made by the association based on the r port just made on ownership of homes by the bureau of the census. Possi- ble modification of the tendency, it is pointed out. may be in progress with the general advance in home con- struction and in market demand for Mr. IKuldell’s lot has a frontage of | hcmes. Total number of homes for TABLE LISTS COST ' OF LABOR ON HOUSE 45.6 per cent are c si d as | wholly or in part, by some of the family occupying Carpenters Consume Largest Part of Total, While Electricians Receive Least. enume which owned, members them. U. S. REALTORS SEND | DELEGATE T0- EUROPE Name Envoy to International Town Planning Exhibition at Gathering, Sweden. | Preliminary figures prepared by the | housing division of the Department of Commerce give some interesting nformation regarding the cost of the various kinds of labor entering into| the building of a home. The statis- tics glven cover a six-room frame and | a six-room brick house and deal with averages throughout the country. For a frame house the labor cost divided as follows: Carpenters, 49.6 per cent; bricklayers, 6.2 per| cent; hodcarrlers, 2.2 per cent; plas- terers, 7.9 per cent; plumbers, 8.7 per cent; electrictans, 2.6 per cent; paint- ers, 10 per cent; common per cent, and all others, cent. Total, 100 per cent. For a brick house: Carpenters, \per cent; bricklayers, 215 per hodcarriers, 6.7 per cent; 5.5 per cent; plumbers, 7 electricians, 2.5 per cent; painters, 6.3 per cent; common laborers, 9.9 per cent, and all others, 4.5 per cent. Total, 100 per cent. These figures may vary somewhat in various parts of the country under different wage scale rates, American participation in the gen- eral international cities and town planning exhibition to be held at Gothenburg, Sweden, July 27-August 12, 1923, has already become of inter- | est to members of the National As- sociation of Real Estate Boards. John Nolen has been named Ameri- can representative on the interna- tional committee planning the exhi- bition. Thomas Adams will be thej Canadian member. Growth of communities in all mod- ern countries throughout the ages and city plans of all periods will be exhibited. together with .a compre- hensive showing'of working methods of the most advanced communities. Zoning exhibitions, showing the work being done In this very recent de- | velopment of municipal self-direction, | are expected to be of great interest Solutlons which the cities are making of their relation to closely connected neighboring communities and to sur- rounding rural sections are to be shown | in the reglonal planning divisions. Surrounding the exhibit grounds and connec with them will be the present-day development of the al- lotments made in (iothenburg itself centuries ago. The earliest existing town plan of Gothenberg is dated {1620, the year when in America the ) Mayflower was just anchoring at Plymouth Rock. Sweden, one of the earliest countries to concern itself with direction of the development of its communities, has, since the sev- enteenth century, required all new towns to have a plan approved by the government and reconstructions and extensions of existing towns to sub- mit to planning and buliding regu- lations. is laborers, | 6.3 6.5 per | 32.2| ent; | plasterers, | per cent: | favorable logging territory last week an increase of 6.6 per cent in produc- tior compared with the previous week. The average production per mill last week was the largest since the week ended March 2. Shipments xhowed a slight increase and new | business declined slightly. For 133 mills unfilled orders aggregate 14,378 cars—an average of 2.302,750 feet to a mill. Orders on hand decreased 7.96 per cent during the week—the tota) now being 206,265,778 feet. weather in was reflected Massachusetts Park Washington’s most beautiful residential section of detach- ed homes. Containing seven million fget of forest-covered land, with six miles of improved streets. Includes what remains of “The Triangle of Increasing Values” between Connecticut, Massachusetts and Cathedral avenues (Woodley Rd.). Over four million feet of land sold. Over ninety homes from $15,000 to $206,000 built and under con- struction.. Wooded villa sites, lots and central and side hall brick homes, with lots from 50 to 115 feet front—Park Office, 32d and Cathedral Ave. (Woodley Rd.). Middaugh & Shannon, Inc. .. Woodward Building, 15th and H Sts. Established 1599 = 'See and Believe Your Opportunity to Buy a Real Bunga]ow Home Built in the Most Substantial and Attractive | Manner OVR ~ IDEAL - BUNGALOW On_ Sunday—Take 14th St. Cars Marked “Takoma Park” and get off at end of line—Inquire at Drug Store, 33 Laurel Ave,, for H. L. Thornton’s New Houses. The above shows the fioor plan of our' New Takoma Park | Bungalows. These homes are ideal in plan, location, construc- |/ tion and decorations. In addition to the rooms shown, there is .|\ space to make two or three large rooms on the second floor when |, you require more bedrooms. The exteriors are very attractive. | Houses have all modern improvements, including open fireplaces 1 and hot-water heat. Large lots, with room for garden and chickens. Prices are right—terms easy. H. L. THORNTO Office—1416 F Street NW. Phones—Office, Main 7403; Home, Col. 4957 Owner and Builder [ @ i i official |, | The situation has become acute in New | shown ALL CONSTRUCTION RECORDS BROKEN DURING PAST MONTH North_eastern States Lead in Great Boom. " Which Reached Highwater Mark _ During May. May construction volume was the $5.202.000, or & largest on record, according to F. W. ‘“':!l:-ll buildings, record was in May of last year. 'The | 076,000, a slight decrease from 11 increase shown last month over the |amount reported in April previous May was nearly b per cent ‘ per cent. for educa & Middie Atlantic States. ‘This increase was shown in the twenty-| Construction started during May in seven northeastern states, which include | the Middle Atlantic states ( about three-fourths of the country's to- | Pennsylvania, Southern New tal construction volume. In the first | Delaware, Maryland. District of five months of the year the increase |lumbia and Virginia) also showca over the corresponding period of 1922 | BETS of reaction The total for the has been 13 per cent. 34 per cent from April, and 3 Many observers of late have stated |Per cent from May of last year. The that the construction program this year | 10t8] figure for the first five month is in excess of the capacity to build tern Jerse of the year shows an increase of 17 y;;;‘/l'anl over the first five months « Included 1$20,538,000 dential bu in the Ma, or 61 per_cent dings; $4.975,00 cent. for business buildings: $1 1770 or 13 per cent. for publ works ‘and utilities, and $1,538.000, « 5 per cent, for industrial buildings Contemplated new work reportcs during the month amounted to $57 1922,000, & decrease of 22 per cent fromn the amounted reported in April Contracts awarded during May in the southern states (the Carolina Georgia, Florida, Alabama, Missic si Tennessee, ‘Arkansas and Lou isiana) amounted to 506,000 increase of 43 per cent over Ap: Total construction staried tince rst_of the year has amounted 1 $215,785,00 i s The May total included or 33 per cent, for residential builc ings: $15.422,000, or 26 per cent. for industrial plants: $7.533,000, or 13 pe cent, for public ‘works and utilities $6,376,000, or 11 per cent, for business buildings, and $6,107,000, 10 pe cent, for educational buildings Contemplated new work reported 1 May amounted to $90,262.000 crease of 14 per cent over the reported the previous month 45 Per Cent Increase. May building Penngylvania and Kentucky | 852,000, an total wers for re 15 pe York city and other eastern centers. In fact, New England, New York and the middle Atlantic states have already a turn in construction volume, the big May increase being evident in the middle west and the south. Total contracts awarded during May in the ern states (including about seven-eighths of the total con- struction in the country) amounted to $433,906,000. The increase over April s 9 per cent. Resldential construc- tion showed a slight decline; indus- trial " and _ business buildings showed increases. Residential® construction amounted to $168,216,000, or 39 per cent of the month's total. The othcr important items were: $53,817.000, or 19 per cent, for public works and utili- ties; $62,479,000, or 15 per cent, for in- dustrial plants; $59,510,000, or 14 per cent for business buildings, and $30,- 453,000, or 7 per cent for educational buildings. 0, 36 e $19,443.000 ame New Work Planned. Contemplated new work reported dur- ing May amounted to $641,686,000, slight increase from the amount ported in_ April. w England building _contracts M amounted to $27,877,000, an crease of 11 per cent over April and of 14 per cent over May of last year. Total construction started during the first five months of this year has shown an increase of a little more than 1 per cent over the corresponding perfod of last year—a considerably more con- servative program than ha been at- tempted elsewhere. Last month’s total 472,000, or 43 per cent, for residential buildings ; $7,351,600, or 19 per cent, for business 'buildings: $4,564,000, or 12 per cent, for public works d utili- i $2.552.000, or 9 per cent. for in- dustrial buildings, and $3,539,000, or 9 per cent, for educational buildings. Contemplated new work reported in May amounted to $43,124,000, a de- crease of 7 per cent from the amount reported in April. May building contracts in_ New York state and Northern New Jersey show a reaction from the over-ex panded program of the past few months. The total for May was $86.- 566,000, a_decrease of 8 per cent from April and of 2 per cent from May 1822. ‘Total contracts let from Jan- | ua 1 to June 1 have shown a slight 82, decrease from the corresponding five | residential buildings; $22.169 000, months of last year. 19 per cent. for business buildings Included in last month's total were: | $20,709.000, or 15 per cent, for pubin $46.725.000, or 54 per cent, for resi- | works and’ utilities, and $18.586,000 dential buildings: $11,700,000, or 14 | lants 16 per cent, for industrial plants. per cent. for business buildings;| Contemplated new w rted dur- per cent. for & np! new work reported dur per cent. for public|{ing the month amounted to $219,830,000 works and utilities: $5.835,000. or 7 slightly less than the amount per cent, for industrial building: ported in Apr INSPECT TODAY 6214 8th St. N. W. The only remaining house in this beautiful detached home operation. Six large rooms and bath. All modern features. PRICE AND TERMS LOW Open Saturday and Sunday for Inspection N. L. Sansbury Co., Inc. “Everything in Real Estate” 1418 Eye St. N.W. Phone Main 5304 Members Washington Real Estate Board re contracts in West Virginia amounted to increase of 45 per over April and 2 per cent May of last vear. On the constru: tion volume of the first five mont! of the year the district is 42 per cen ahead of lust year May figures ~included |41 per ce ublic utilitien: $20,026.000, or 23 per cont for residential buildings; $11,099.000 or 14 per cent, for industrial plants $7.465.000, or § per cent, for ‘educa tional buildings. “and 56,000, Der cent, for business buildings, Contemplated new work. repor during the month amounted to § 536,000, which was slightly under amount reported in April Show Big Increase. Contracts awarded during May the central west (Indiana, Illinois Towa, Wisconsin, Michigan, Missour Kansas, Nebraska and Oklahoma) amounted to $117,312,000. The 1o crease over April was S per cent over May, 1922, nearly 1 per cent. On the five months' business the increas: over last year is 10 per cent Included in last month's fgures were: $40.082,000, or &4 per cent, for o over in in- of $33,175,000, works a included: $16.- re- FOR THE SMALL FAMILY 2525 to 2541 3rd St. NE FOUR SOLD Three blocks from 4th and R. I. Ave.—One block from carline Built of best quality tapestry brick, with oak floors, hot-water heat, electric lights, front porch, two-story rear porch, screened sleeping porch and laundry tray. First floor—living room, dining room and kitchen. Second floor—2 large bedrooms, tiled bath. Lots 119 feet deep. SAMPLE HOUSE OPEN Price, .$6,950. TERMS, $500 CASH. i BALANCE, $65 MONTH Including All lntgrest Quinter, Thomas & Company Exclusive Agents Real Estate Financing 819 15th St. NW.