The Key West Citizen Newspaper, May 20, 1941, Page 4

PAGE FOUR NEWSPAPER SPACE! HAS MUCH VALUE 7Beconalefy CTIVE | Mrs. R. T. Cauthorn, formerly fee | Miss Hilda Curry of this city, but USES HAS JUST BEEN |who is now residing in Miami, is| la visitor in Key West at the} Beds home of Mrs. Emma McClintock, }602 Fleming street. i Hiw A consumer buying increase of Dr. and Mrs. Raul Roque and} 33.7 per cent, secured in test cities! Benigno Roque, Sr. ‘were ;among | through application to news-/ the recent arrivals in«' Key. _ West | papers of the radio technique of |from Tampa for a few days’ visit sustained continuity and repeti- | #€Te- tion, is the basis for an announce-| yrs Cora Shaw Muir of San ae ee a rest eat tang az Etancisco, Calif, is visiting in Key paper schedule in the history of | west with her son, Robert Muir. | the H. J. Heinz Company, accord- | | ing to Franklin Bell, advertising) john Pind who had been; kara pee spending a visit in Key West with | A fifteen-month study of more | rojatives, left yesterday over the effective uses of newspaper space | highway for his home at Planta- has just been completed by the | tion Key. Heinz advertising agency, Maxon, | prc Devoit. ,. | James Gallat, who spent the; Test campaigns were conducted | 4. here yesterday, left in the | in 21 newspapers from coast-to- | wvening en route to Marathon, | coast in cities representative o: where he is now making his resi- | each important population group. jaasice | Each newspaper received a mini- | : | mum schedule of 3 to 5 advertise-| wy, Entwistle, former cteward'l ments per week for 13 consecutive | ith the P. & O. Steamship Com- | arecks, ._ | pany, left recently for Bay Pines The extent of consumer buying, |. here he will remain for several | and consumer “awareness”? of the days. i varieties to be advertised, prior. to| ‘ release of the advertising was de- | Gepesined by independent reseitch | organizations. These findings Mrs. Leo: MeMahon was an ar-| jrival in Key West recently from | |Tampa, where she had _ been were later compared with iden- | spending some time with her hus- | tical consumer surveys following | ieee | Goripletion'ot the 13-week . test |Dand» who was employ! | campaigns. \ THE KEY WEST CITIZEN | KEY WEST IN | DAYS GONE BY Happenings On This Date Ten| Years Ago As Taken From Files Of The Citizen F | Governor Carlton today noti- | fied Representative William V. | miles, from spring that-begins-in Albury and Senator Arthur Go- |mez of ahearing Monday. 9n a|crawls out the winter's’ snows: A proposal by the Monroe county | legislators to revoke a_ recent league of sponge territories at Sugar Loaf Sound to Perky Prop- | erties, Inc. i The internal improyement board recently leased the terri- tory to Perky Properties for a period of 10 years at an annual rental of $100. Representative Albury said he has been informed that four members of the internal’ im- provement board have stated they were not advised of all the facts in the case when the lease was granted. Ar- Secretary of Agriculture | thur M. Hyde said this afternoon he doesn’t know when he will leave Key West as he has “quite a lot of unfinished business here yet”. The “business” is fishing. This afternoon the secretary and his party are fishing for tar- pon as the guests of Dr. George R. Plummer, with Charles Arch- er as guide. Most of the Harris school teachers already have decided where and how they will spend SIDEWALK CAFE WILL | NATURE NOTES By J.C. GALLOWAY | ____(Reprinted From Port Allegany (Pa.) Reporter) ae (Continued from Preceding fect road, absolutely straight and | BE GREATLY IMPROVED Today’s Birthdays | Extensive improvements . are Corporal James Stewart, screen | Planned for the Sidewalk Cafe star, born in Indiana, Pa, 33jand Grill, operated for the past years ago. | several years at Duval and Flem- fing streets by the late Hugh Rt. Rev. Ernest M. Stires, P.E. Williams. TUESDAY, MAY 20, 194 | RED CROSS CHAPTER NEEDS OFFICE SPACE The local Red Cross chapter to- 'day is appealing for a room or of- fice space in some building in which to continue civilian and service relief needs in Key West. Installment) Business has been taken over |Due to the needs of recreational ; time came when we were to leave A total of 3458 consumer inter- | views were completed before the tests, and 3505 after the tests. On the before surveys, 1521 house- wives were familiar with the| Heinz Varieties to be advertised and 713 were already regu arly | buying these varieties. On the} after surveys, 1821 were familiar with the advertised items and 952 | were buying them. These com-| parisons show an awareness in- | crease of 19.7 per cent, and a buy- ing increase of 33.7 per cent. | Commenting upon the Maxon, | Inc. study, Mr. Bell stated: | “It is our opinion that news- | papers today are in the strongest position with the reading public} they have enjoyed for 20 years; | that their fundamental advan- | tages of selectivity and flexibility | are particularly important in to- | day’s merchandising; and that properly used with adequate con- tinuity, they should be primary in| a thoroughly rounded national ad- vertising program.” U. S. WEATHER | BUREAU REPORT | { Observation taken at 7:30 a. m.,| 75th Mer. Time (city office) | Temperatures | Highest last 24 hours ~ 85 Lowest last night 76 ‘Mean oly 80 Normal eo 80 Precipitation Rainfall, 24 hours ending 7:30 a. m., inches Total rainfall since May 1, inches Deficiency inches Total rainfall since Jan. 1, | - 23.81 | January 1, | inches PRC TROEES | We 5 Wind Direction and Velocity | E—9 miles per hour Relative Humidity 78% Barometer at 7:30 a. m., today Sea level, 30.06 (1018.0 millibars) Tomorrow's Almanac Sunrise Sunset Moonrise Moonset Tomorrow's Tides (Naval Base) AM. 6:47 12:01 FORECAST (Till 7:30 p. m., Wednesday) Key West and Vicinity: Partly cloudy tonight and Wednesday; gentle to moderate east southeast winds. Florida: Partly and Wednesday Jacksonville and East Guif and southeast winds partly cloudy tonight and Wednesday CONDITIONS been but 0.00 0.14 May 1, | 1,96 | since since m. . m.} m. | P.M. | 7:27 1:05 High Low cloudy tonight to Florida Straits Moderate east There change throughout th the | 24 pressure northwe trough ing fr gion sc can border storms have re per Mississippi Valleys, and m Rocky Mountair eastward with h Texas Panhan City, Iowa risen in T < Mountain and Plateau States. and are above the seasonal aver- has ition during Rair alt and the central south- ve the lcountry flight te date. and ,; \France begin historic retreat to | their vacations. \ | Miss Texas Welch, Miss Mary Pinder; Miss Mary Ingraham, Miss Magdelin de Leon and Miss Mr. and Mrs. Emilio Lounders | Florence Roberts will _attend of Miami announce to their | Summer se aH ulehesee many friends in this city the en-|this summer. Prof. W. C. gagement and approaching mar- \ean will go to the University of riage of their daughter, Janice, | Florida at Gainesville. : to Robert P. Cole, Jr., son of Mr.|_ Miss Florence Albury expects to enter college next fall. and Mrs. Robert P. Cole, Sr., of Pennsylvania. The wedding will take place in Miami in the near future. Ottilie Maloney Weds Lewis A. Mills Ottilie Maloney, daughter of the late Dr. John B. Maloney and widow of the late William Maltby Copp, was married oo | fended ee peri oe L. 1 i |Grooms, Frank Le ani jom- May 11 at Ridgeland, S. C., to | O Besisn Lewis A. Mills, a prominent Sa- + Bryson. vannah attorney. They will reside at 909 Vic- tory Drive, Savannah, after Octo- ber 1. Janice Lounders To Wed Robert Cole William R. Porter of this city and four other well known Flori- dians have been named to select prominent men from all over the {state as members of a committee which will take over the fight to have a branch of the Pan- jAmerican highway routed through Florida. A meeting in Miami was at- Charles Sawyer within a few |days will have completed de- |struction of the remains of his {once beautiful home on Caroline |street, gutted in an_ incendiary fire. Most of the building's re- mains already have been cleared away. Today In History. 1506—Died—in Spain, about 58, Christopher Columbus, in poverty and neglect. aged| - | Six candidates were accepted yesterday in initiatory rites of |the Robert J. Perry Chapter, Or- | 1775 — Historic paewot deMolay. Declaration of Independence, pre-dating one at Philadelphia July 4, adopted by the citizens of Mecklenburg County, N. C. Mecklenburg The candidates are Henry Renedo, Jr., Hector Cruz, Louis Benjamin Birs, Howard Joe But- ler, Maxwell Russell and Mal- 1904—Entire Atlantic squad- | C°!m Pinder. ron ordered to Tangier on ac- count of the kidnaping of Per- dicaris, an American citizen, by the Arabs. The Key West public |maintained by the Wome {club, will officially open its doors Friday night at the former ; ‘Knights of Columbus “hut” on 1916—(25 years ago) Air flight | Duval street. An informal re- from Newport News, Va., ‘0 | ception, starting at 8 o'clock, New York in four hours, longest} wilt mark the library’s opening. and fastest air nonstop cross- library, PERSONALS—Abelardo ee we |tinez returned on the morning 1918—Twenty German planes | train from Miami yesterday, aft- raid London. ler a visit with relatives. . .Mr re and Mrs. Joaquin Perez left on 1926—Chewing gum, banned/the S.S. Cuba last night for for 15 years, again permitted to | Tampa, where they will visit for be sold sailors on American war-| some time with relati “i ships. Miss Mollie Parker will leave on ——— a motor tour of the state some- 1927—Capt. Charles A. Lind-|time this month. . .F. A. Shep- bergh, an obscure mail flier,| pard was an outgoing passenger leaves New York flying solo in|on the train yesterday for a attempt to win $25,000 prize for | visit in Miami. first nonstop flight to France. 1932—Amelia Mar- Earhart leaves Grace, Newfoundland, in Ireland 13 hours irst of her sex to fly the Atlantic. WE ARE HEADQUARTERS for NEW AND USED CONTRACTORS’ British EQUIPMENT 1940 — Expeditionary Forces in Belgium and Northern OF ALL KINDS. INTERNATIONAL MOTOR TRUCKS SEMI, VAN AND RE- FRIGERATED TRAILERS New and Used CONCRETE MIXERS PUMPS WHEELBARROWS HOUSE PUMPS, Etc. DRAGLINES and SHOVELS coast. DIDN'T NEED THEM MODESTO, Cali man who s only one arm was sent to jail s city for stealing a pair of ning throughout the tT part of the country. G. S. KENNEDY, Official in Charge. LIONEL ATWILL in MAN MADE MONSTER Also, Comedy and Serial TONIGHT — PRIZE NITE eccecce 1228 S. W. First Street MIAML FLORIDA Phone 2-$433 | be, It is a long, long road—1900 test oilwell. Our first rotary out-! “ena pits ‘now. dewn 1280 feet in Mio- | jegous., An “apparently small | mount of highs quelity ‘gas ‘in ithe. ‘Miocene; an additional well for gas only being drilled’ béside | the other. The job held up just now waiting for~casing pipe to arrive from Oklahoma. All of the | Key West for our home in the/surrounding territory is ‘now! North; and it was not without! leased by five companies. Little | some tearing of the heartstrings |fish swam between the cracks of that we drove its streets on the; the plank flooring that covered | last days, for it is a city wa have|the ground between the two learned to love; the thrilling} wells. The boss and his helper beauty and fascinations of its|amused themselves fishing for Ss the delightfulness of its! gars in the little road ditch while flowered streets, the friends that | waiting the pipe’s arrival. | have become so dear to us. But —_— | the North was calling too. “If! Spring, too, in the glade ham-| you leave your heart behind”,| mocks, those strands of woods at | said Mr. Leuthi, “you can come | each bridge; never have we seen} back, and get it again”. richer or fresher greens, with a serEed \bronze new leaves of red maples And so we started, on a cloudy |among them: The new cypress day that threatened rain.. And! foliage was like bird feathers; here is a tip for you who are) the blooms on the aitplants were yet to take the Overseas drive to'like so many /tiou of red- Key West. Make'it on a sunny )birds. . There were a few white | y, else you will miss the chief | herons; most were nesting; prob- | delight of the way. For only in|ably, in hidden recesses of the| sunshine do you see those won-! swamps. The Bayly dressed | derful colors of the sea. This | Seminoles weré* Back ‘in their cloudy day they were dark green | “villages” and.in the company and purple only. But almost all! store at Ochopee; but our friends, the way along the keys the road-|the Ridgways, were not there side was gay with borders of! this year. There were new yel- goldenrod and purple morning | low flowers along the roadside glories, native here; and in the at the edge of the village. At the | tropic jungles spring had come;j Marco junction we turned, pass- new growths of tender leaves | ing villages of beehives, roadside above the old on the stoppers; | papaya and banana groves along sprays of buds and curious red that unique sea-level route of flow on another; and a| mangrove islands, and on Marco | bright yellow trumpet like an! found ‘another road job. A good allamanda on a wild wayside | payed highway, abundantly am- vine. We stopped at Big Pine|ple for its traffic is being to pick a couple of dozen sapo- | straightened and widened, while dilla fruits from a jungle tree,'the main road between Marco’s to be much enjoyed later, for|two towns and the road to the with sugar and milk they make a|peach remains a “washboard” delicious sweet dessert. On Lar- | shell road requiring dragging | go the neglected lime grove go- | every other day, and then rattling ing back to jungle yielded us a! cars to pieces. This, and the Red- | dozen lingering fruits from thrice |jand read job looks like the that many trees. |friendship between the _ State, Road Department and the con- Crossing the long wooden | struction companies must be bridge over Barnes Sound we’ wonderful. They can have any | soon came to two cars blocking } job they want. | the road. Yes, an accident; but % Sys only a bushel of red tomatoes! “well, we havn't. seen you! spilled on the highway, perhaps | since heat yeni? Was ithe. greet: from an unlatched car door. | ing we received as we parked at | “Sorry to have kept you wait-/the peach; and here was our! ing”, said the driver who had | gieng Englewood aie we stopped at the scene of the dis- | aster. Then field after field of | j suid of Snes wp” Naw Forks Pp tomatoes, one of 50 acres it may | HOTEL almost finishing their crop. | | The palms of Homestead show! 4470 457 OTE. Cant. j perennial summer, to spring long road that chécks’ ‘ff the miles like*the ticking. cof , the clock; and like it, striking now and then a note that marks a spetial point along the way. The the effects of two cold winters, | but will recover; the rest of the | town gay with bloom and! greenery. At Naranja a bunch! of Indianians on their first south- | ern trip visited us in our cot-j tage to learn something of Key | West. At four the next morning j rain came down like a barrel of ; bullets on a tin roof; we waited! until 8:30 to start. Seven miles out the Redland cutoff, we found | the perfectly good paved road! ripped up for rebuilding, and | impassable. “Go round by Mi. ami”, they said—and we went, | 21 miles farther. Twenty-one other miles of per- | Regerdiess of price, you cannot buy a better house paint. From coast to coast, home own- ers and painters have proved that its beauty and protection last YEARS longer. See its rich full body, compare its formula. See how far it spreads, how solidly it covers. Stays colorful and fresh, won't blister or peel. PIERCE BROTHERS Fleming and Elizabeth Sts. Phone 270 level, and we stopped to -see the! pishop of Long Island, N. Y.,| born in Norfolk, Va, 75 years|by James De Feo and Louis ago. uw L¢4 eon: of ;Miami, Beach, \also op- — erators of the Capri. Prof. Allan Nevins of Colume New management plans an bia, noted historian-biographer, | outside patio in front with at- born in Camp Point, Ill, 51 years {tractive awning, shrubbery and ago. other improvements. In the rear will be a place for dancing and dining out-of-doors. Kitchen is to be newly equip- ;ped and the entire building ren- ovated and beautified. _ Bost ; quality foods will be offered un- der the new setup. Grill wil! be opened all night. 1 Maj. Gen. B. Frank Cheatham, U.S.A., retired, born in Tennes- | see, 74 years ago. met here two years ago. A run up the beach gave us all the little conchs we could carry in hands and pockets and ‘there were hundreds more; other shells too. A beautiful white sand’ , beach and beautiful sea. Stopping i\ Today Ss Horoscope at our filling station in Fort} SARA Myers—“Well, where have oy | been?; I haven’t seen you for a} This is a particularly fortun- long time”. They remember the /ate day. There is a strong will car, and us by it. But, walking/and great ability of organization. down the Punta Gorda streets | There is love of country and of we meet many old friends with |nature. There is a considerable cheery greetings; residents and. portion of general success, but tourists who come every year. | great care should be taken not to 1 yrannical or selfish, for it to misfortune, _ & | wil (To Be Continued) jfacilities for service men, the | Knights of Columbus will again | Operate a unit in this city, and the |“hut” which during World War | First days was so popular with | civilians and service men, will be | placed in operation. As it is now j ne ary that the Knights of | Columbus occupy the entire build- ing, the Red Cross which occupied the building for the past decade is King new quarters. If any person has a room: which they are | willing to let the Red Cross use ; during this emergency, or space 1 in a building in which Red Cross | activities may continue, they | asked to call R. F. Spottswood, chapter c! Phillips, executive secretary. ! | To relieve crs COLDS 666 TABLETS SALVE [Try “Rub-My-Tism"—a Woenderfal Liniment | LEAGHE. Boys and b gicis, here is your b sity ] for skilléel driv } ing. For details, L write Ford Good Drivers Leagee. bin ANY WISE BUYER, you'll want top allowance on your” present car, and top value in the new! * A good man to see on both counts is your Ford dealer. He's eager to talk trade. And he has one of the really great new car buys of all time’ Passenger room of the '41 Ford is greater than that of any comparable car. Its soft, quiet ride, entirely new this year, is a real sensation. It is economical, too—won first place in its class in the official 1941 Gilmore-Grand Canyon Economy Kun! For a Big Deal and Big Value, see your Ford dealer! GET THE FACTS AND YOU'LL GET A FORD