Evening Star Newspaper, September 30, 1925, Page 26

THE EVENING STAR, WASHINGTON, D. C, EVERYMAN’S c.® _______ THE EVENING STAR, WASHINGTON, D. C, WEDNF ; HUGE ADVER"S'NG POSTUM CEREAL PLANS |BIG WESTERN ROADS AUTO OUTPUT DROPS. DRIVES PLANNED Cities and Sections to Spend Millions in Appeals to Public Interest. BY J. C. ROYLE. \ Brecial Dispatch to The Star. NEW YORK, September 30.—Be 1ween $10,000,000 and $20,000,000 will be expended for municipal advertising this Fall and Winter. The larger part of this sum will be expended with daily newspapers. It is exclu- . sive of the volume of advertising which the railroads will do. It is also expected to reach a total surpassing all but the most extraordinary years mince the war. These facts were divulged today by one of the largest advertising agencte: of the country, which now is figuring on at least $3,000,000 in advertising from Florida communities alone. Bigger Campalgn Planned. | ‘The advertising experts of the mem- bers of the National Retall Dry Goods Assoclation, who handle the largest Volume of advertising in the world. completed, today plans for increasing the volume of retall store newspa advertising through better plann of copy and sclentific budgeting. which will be presented for actibn at the meeting of the sales promotion di- vision of the fon at Detroit this week. will be made to have newspapers establish real service departme: conducted > in the interests of the advertiser. Florida Lavish With Funds. ‘The known appropriations from Florlda communities alone total well above $4.500,000. The fact that such 1remendous sums will be patd for the opportunity to acquaint the public with advantages of certain citfes and sections 1n the dally papers is due to a careful check-up of results. This began first in California. That sec > ton undoubtediy furnished realtors > and commercial bodles with the basic facts of what advertising would ac- complish. Canvass of replies In many sections | . have shown conclusively that more prospective investors have been in- .ed through the newspaper field | standing October 21 and payable No- SPLIT UP IN STOCK NEW YORK, September 30 (P).— Directors of the Postum Cereal Co. have called a special meeting of stock- holders for October 23, to approve a proposed split up in common stock on the basis of two shares for one. The common stock is the only capital issue outstanding, as the last of the preferred stock was retired last May. The regular dividend of $1 a share was declared on stock of record out- vember 1. at a lower cost than by any other ad- vertising method. Calffornia, the Pacific the Intermountain States and the South still are reaning the benefits of present and past advertising and show no disposition to abandon this method of attracting visitors, investors and fnhabitants. A study just completed based on income tax returns, tele- phone installation and demand for electrlc and gas service, which divided the States into five clasces, showed California_in a class of its own, so far as galn in the last decade was concerned. Nation Put on Wheels. Advertising experts declare that the | interesting part of this data is that the automobile has put the natfon on | wheels at first for vacations and tours. Then it aawned on most citizens | through (he media of advertising that if the Winter is cold, it is possible to go where it is warm and if the Summer is hot it can go where it is cool. The result has been an im- petus which has overcome ihertla and uncovered a vast fleld of natlonal wealth and productivity. Tllustrating the trend’which results have produced, the Atlanta Chamber of Commerce has launched a ca palgn to aavertise the city and will spend $250,000 the first vear. Havana anticipates appropriating $300,000 to attract Americans. ‘The Bahamas are following suit. > Steady Gains Noted. * Northwest, These facts are only incidental 10 the trend of advertising. In the last month 12¥ newspapers in 26 major citles of the country showed a gain in advertising _as compared with last vear of 10,174,731 agate lines. News- papers of only four of the 30 mafor | cities showed a loss, leaving the net gain 9,799,054 lines. The total vol- ume exceeas that even of the banner year of 1920 at this time Special Dispaten to The Sta pyright irestone TRJCK AND BUS PNEUMATICS " MAINTAIN SCHEDULES at HAVE TURNED CORNER August Earnings Carry Out Previ- ous Predictions of Larger Revenues. By the Associated Press. NEW YORK, September 30.—Ear- lier predictions that the Northwest- ern carrlers had turned the corner are supported by August earnings of the Chicago Northwestern, the Great Northern and Northern Pacific, earh having reported gains in net operat- ing revenues. The “Soo” system is making an impressive comeback, August ner having jumped 161 per cent over August last year, its defleit of $666,667 for the elght months com- paring with a deficit of $2,444.711 a Year ago. The St. Paul's report also was en- couraging, August net being 81 per cent above the same month last year and the best showing for August since 1918, HARDWARE PICKS UP. Better Business Reported at Close of September. Dispatch to The Star. YORK, September 30.— Hardware Age will say tomorrow: ““September was a very satisfactory sales month for most hardware job. bers. In the past 10 days retaflers generally have found a definite fm- provement in their business. This has been steady but not very heavy. City dealers report the greatest com- rative improvement, which is to be pected a3 thelr experiences the rly part ot September were not very encouraging. “Rural aealers continue to find an active market due largely to the very | satisfactory agricultural conditions, “Wholesalers are selling Fall and holidav merchandise in falrly good quantities.” UwTfi{uufl?&ifi fufll (S;udebakerf { Power Durability Finish | INVESTMENTS BY. GEORGE T. AUGRES. EXAMPLE OF TECHNICAL CON- DITIONS. An interesting example of the im- portance of the technical conditions attached to certain bonds is afforded by the case of the French Republic 8s due September 15, 1945. These bonds were first issued in September, 1920, since which time they have fluctuated over a range of nearly 20 points from the low to the high. During these five vears there has been applied an- nually $4,400,000 to the purchase of bonds in the open market for account of the sinking fund. This provision has operated to support the market iwhen the price was depressed, even though it has not avalled to prevent some sharp declines when the financial affairs of France looked most dublous. Less than six months hence this sinking fund will be applied in a new manner. Instead of buying bonds in the market, the amount set aside will be used to call for redemption at least $4,000,000 principal amount annually at @ price of 110. The bonds to be called will be drawn by lot and the first redemption in this way will be on March 16, 1926. This change in the method of employing sinking fund moneys is bound to be much more effective in maintaining the market price around the redemp- tion figure than the way in which they have been used up to this time. Hereafter once a year the holder of French 8s has nearly one chance in 20 that his bond will be drawn for payment at 110. ‘This does not guarantes that the quotation will be held at that figure it there should be unfavorable de- velopments affecting French finances, but it will act to prevent the fall in market price being as great as it would be otherwise. (Copyright, 1925.) See 'Us for Chevy Chase and Cleveland Park Properties C. Bushman Smith, 1363 Connecticut Ave. Nerth 2522 Inc. Let-up at Ford Plants Cuts Down Month's Totals. Special Dispateh to The Star. 1 NEW YORK, September 80.—Au- tomobile and truck production in Au- gust was about 140,000 cars below that of July, says the Natlional City Bank, but the decline was due in the main to & halt in production by the Ford Ct 2 new design. A majority of the manufacturers reporte dproduction larger than in July. In September the Ford production is larger and the o:}herl are showing the seasonal de- cline. ‘The year's output will be larger ' than that of last year and probably, as great as in the record year, 1923. The Capital’s Finest Card Collection COME here jor Greeting Cards— cards beautifully suited to express every sentiment. You'll ind Wash- ington’s biggest, most varied assort- They're a pleasure 1o send, a pleasure to re- ceive, and it's a pleasure to look through them. The National REMEMBRANCE Shop Mr. Foster's Shop 14tk St. at Pa. Ave. Alse 1229 Pa. Ave. - LOWEST COST PER MILE HESE testimonials, from the Washington (D.C.) Railway & Electric Company and the West 28 Keeping Buses on Schedule Time N the operation of our 42 buses, we appreciate the fine service and mileage given by Firestone ‘Tires, and the co-opera- tion we have received from your companv in helping to keep acheduls time, ‘WASHINGTON RAILWAY @ ELECTRIC COMPANY Firestone Cooperation Aids these buses running on ‘Washington, D. C. Chester (Penn.) Street Railway Company, are typical of similar expressions from electric railway bus operators all over the country. They emphasize that the important factor in keeping buses operat- ing on regular schedules is dependable tire service. The Firestone Bus Tire Engineer first deter- mines the proper type and size of tire—and then establishes service facilities to insure getting all the mileage built into the tires by the exclusive Bus Service Development FOLLOWING the consolidation of this Company’s extensive motor bus system in southear Peansyivanis, we fait the solution of the ti work éut for we practical methods for handling w we censider te be on dificalt phases of succesefal bus operation. After complete consideration we decided ta utilize the most jmportant step was re problem. It seemed good e of the most important an Firestons tires and service for onr entire system. Au 2 resuit a decided secvice has eccurred. ‘The genuine satisfaction we have in the way onr tije problem is working out under your direction, wmakee it & pleagure to give your Company this credit. Charles B. Cocke, Jr., President ‘WEST CHESTER STREET RAILWAY COMPANY improvement in regulatity of ‘West Chester, Pean. Firestone Process of Gum-Dipping. It is this combination of highest quality tires 5 and their practical application to truck and bus . transportation requirements that insures mainte- nance of schedules at minimum cost per mile. These elements of mileage, safety and economy MOST MIrLES PER DOLLAR are vitally important to car owners. Go to the nearest Firestone Dealer —equip now with Gum- Dipped Balloons—while prices are low. Truck Tire Service Co. 1324 14th St. N.W. Franklin 5209 AMERICANS SHOULD PRODUCE THEIR OWN RUBBER... Ji5%nolome_ WEDNESDAY, SE ncidental to bringing out) INQUIRE ABOUT OUR DEFERRED PAYMENT PLAN Free Automobile Parking W. B. NMoses & Sons Esteblished 1861 F Street and Eleventh Linens Upholstery The Last Four Days of the September Furniture Sale Furniture Carpets Sept. Focniture Fete The September Special Prices will prevail for the four days remaining. Domestic Floor Coverings Heavy Seamless A xminster Rugs Si: Regular 9x12 $55.00 Wilton Rugs 9x12, $77.50 Special $39.95 Oriental Rug Salon Turkish Rugs 9x12, $125.00 8x10, $110.00 Purchases forwarded prepsid to any shipping point iu rthe 1. ® INQUIRE ABOUT OUR DEFERRED PAYMENT PLAN Cash or Credit The Price Ie The Same “Cash or Credit The Price Is The Same 917 F STREET Wear the Newest Fall Clothes Pay for Them on Your Own EASY TERMS That’s the Grayson Wav—A Small Amount Down—the Balance While Wearing g Women’s New Fall COATS ~~ DRESSES Men’s Fall and Winter SUITS &« O'COATS geality and quan- QSJP New dresses that m a k e shopping here 2 real de- light—color, style, fabrio—they all here. here. tity of fur them will surprise vyou. Open an ac- count at Gravson's —pay as vou get on are Credit We charge at ne oxtra charge. You will find Grayson's extended charge ac- ceunts so essy, con- venient and satis- factery that yeu will wonder why you did not open one long ago. Ne red tape— ceurteous, pleasant employes. Guaranteed All-Wool Suits and Overcoats— actually worth many dollars more. Single and double breasted m odels, representing the last word from the style centers of Fifth Avenue. Men's Dept. Entire 2d Floor