Omaha Daily Bee Newspaper, September 3, 1916, Page 8

THE OMAHA, SUNDAY BEE: SEPTEMBER 3, 1916. the top of a mountain whither, every { year, come tens of thousands of the 8—A HOW THEY DID IT IN WAYBACK DAYS History of Advertising Reach- devout of .the Greek church, much | Omaha Woman Enters Automobile as French Catholics visit the shrine Game Where Competition is Keen suaipox ena Oholers Epi. |of Lowries * ° e e The 12,000 inhabitants of the island | demic Takes Heavy Toll of Tinos have a total income of $100,- | ness women, has entered the auto-| of Human Life. 000 per annum from the yearly pil- mobile business. grimage, which is over in one day. | .. EPOCHS IN DEVELOPMENT ing Back Three Thou- sand Years. The Egyptian gentleman who sought a runaway slave 3,000 years ago and advertised on a bit of papyrus “. for his recovery, turned out the first piece of advertising copy. Whoever he was, he was a genius in more than a small way. His copy still lives, preserved in the British museum as an exhibit of considerable archaeological inportance and as an example of what our advertising ex- perts of today would do if they, like the Egyptian, did not have the benefit of up-to-date information. The Egyptian knew nothing about thg typography of advertising, nor the effect of different colors. He didn't know, for instance, that red is the most effective eye-catching color and that green is second and black third, : ‘He didn’t know that an advertise- ment cotld be made to appeal to the mind or to the emotions; that various words and phrases and numerous de- vices may be used to affect the psychology of persons in a particular way, or that there is such a thing as eye-movement and that a badly ar- ranged |dvertlumem may be an eye- sore. Of these and a fliouo}:nd other ‘We do not know whether he got W%h“ back, but he deserved to. With: the development of com- uai? life, Dr. Herbert W, Hess tells 5, adverti commenced. Various , human desires began to develop, and there was competition amon " ‘people to mp'rly_ the thing that woul: g:ty-um esire, whether it came rom_ hunger, vanity, love of comfort ‘or what not. Days of the Town Crier, As communities developed into towns and cities, those that had goods _dispose of established permanent tions, “Shops were opened; itin- ~ erary lessened.” The town crier be- to call out the names of various s and people :rldunlly became ‘and more discriminating in rchases. ly the written advertisement into being, and, as has been d, an Egyptian landowner J“' credit for writing the first ad. he G , with a fine regard for ; ly made mulk’r}, part of the rtising program. ey gave us idea o’ employing bands to attract ation, undoubtedly one of the successful methods of drawing owd lt;l:l) place and time, The g-pushers” who have come quite requently of late to tour the princi- treets of our city in a sl T P, le ln,tf st-and ¢ mcJ ..! Greek avagant praise of the pro- g‘?lnlzl{m. Later, how- ¢ advertfsements in writs to be introduced on the wfl&:f the homes, givin N regarding the soc: and the age of the residents, nancial rating, the family line the numbgr o; 'u:::mynri.d advertised in man; named {tb!.mr n(r.m:. ad- ws, its and sales on .g;m v‘rfl"l o? public baths, ted the public with sales of absconded debtors, and he practice of notifying the of articles lost and found, and ly credited of the signboard, To- hn s bulletin board, which { s to the Roman tabellae the ruins of Pompeii and eum, where public announce- BRI . oo d met the same fate as R .'did wlhendthe bf“b“ol‘:! | came sweeping down from the - Until Tiddle ages very lt- it is seen. But with the ap- ain of the town crier, sup- ‘the nmoymr‘ fong-wind- s and 'a choice supply advertising began to itself felt in the conduct of bus- affairs. TI;:l ml‘ic :rge:;‘ b: . to organize themgelves bof n rance and in England, and they oy persons with considerable pres- The Store Ballyhoa. From crying out the superior qual- ties of merchandise and, all kinds of goods and wares, the crier soon began ike announcement of things lost “found, of sales, weddings, chris- and other lntere:hufmevemg. ‘was onlf a matter of time until touter of the individual trader Dr. Hess says, “pacing to and before the shop and shouting with né mature vi,or of a vernacular ex- ‘What d’ye lack, sir, What d'ye The fouter's energy eclipsed picturesqueness. He vitalized the e ually, as time went on, inns to use distinctive signs and to mark their hostelries, just iduals had employed coats of | kinds of devices were used still used by inns to the pres- . All :such signs as the blue the black d , the three boar’s head, the red lion and Mrs.E.C.Henry Mrs, E. C. Henry, one of Omaha’s best known and most successful busi- papers as early as 600. The insertion of the first real newspaper advertise- ment, however, is credited to Na- lhmfilel Butler, who advertised books. ‘The first two magazines to carry advertisements were Godey’s Lady Book and Peterson’s, but /it was riot until the appearance, in 1864, of J. Walter Thompson that magazine ad- urtlng&)rnlly began, and it was not until 1880 that a general use was made of magazines for advertising purposes, ~—Philadelphia P: Auto Business Is . Being Systematized “The dayof ‘hitand miss’ methode of doing business for the automobile man is nearly past,” says C. W, Fran- cis of the C. W, Francis Auto Co. “The last season has been such a wonderful season for all manufac- turers that mnearly all of them are quite pound fimnci:l!{, and competi- tion from now on’ will be very keen. It will mean that manufacturers will now direct every effort to economy in manufacture and service to the owners. “Even now the Maxwell factory is preparing further for increased pro- duction. This will mean economy and concentration, the object being to turn out a quality product at a low. price by means of gigantic pro- duction methods. “In connection with this, an effort is_being made to impress dealers with the importance of rendering ef- ficient service. “These indications make the present day automobile man realize that he must get his business down to a business basis and stop the leaks, He must systematize his work in order to render efficient and bette service.” . Toozer Com| Head Visits Dort Factory at Flint, Mich. George E, Toozer, president of the Toozer-Gerspacher Motor company, is at the Dort factory, Flint, Mich., can get of the late model Dort t ing cars for the dealers of Nebraska and western lowa. * Sox Get Slugger. “Brick” Bidred, Seattle’ r outfielder and lender of the Northwestern league in batting, is touted as a wonderful performer with the willow. He reports to the Chicago White Box this fail. REO THE PACE MAKER Through a recent purchase, Mri Henry becomes the owner of the| stock of both Johnson and Danforth in the Johnson-Danforth company, a large vehicle concern, doing business at 1529-33 North Sixteenth street. For several years this company has been operating its business in the three- story brick building at the above ad- dress. The stock consisted of a large variety of light and heavy wagons, buggies, phaetons, carts, express and milk wagons, drays, harnesses and ac- cessories. Recently they have been handling an automobile business and specializing on the sale of the Smith orm-a-Truck. In taking over this business, Mrs. Henry wiIF rebrganize it throughout. All the horse-drawn vehicles and ac- cessories will be closed out, and in the future the business will be confined to motor vehicles, giving particular at- tention to the sale of the Smith Form- a-Truck and to a night and day truck service—something Omaha has ‘had need of for some time. The offices and building are being modernized and furnished in an up- to-date manner and will be ready for business immediately. J. F. Parker, a'live-wire factory rep- resentative of the Smith Form-a- Truck company of Chicago, has been | here several days assisting with the | reorganization of the company, Lininger Now Has Retail Branch for Omaha and Vicinity The Lininger Implement company has announced the establishment.of a retail uliin' organization which will handle its lines, the Oakland, and Kissell Kar, in Omaha Council Bluffs and the territory immediately adja- cent to the two cities. , The firm taking over the retail agency is composed of George Ding- man and W. T. Hause, both men well versed in the automobile bus- iness and of widé acquaintance in automobile circles, Hause has been out of the auto- mobile business for several years, but was at one time a distributor for a well kpown line in Nebraska and lowa. Dingman has been closely asso- ciated with the automobile row for a number of K“"' and bears the dis- tinction of being one of the best po_}ted, reliable men .in -the business. he separation of the retail bus- iness from the wholesale end of the Lininger business, according 'to W. H. Head, is occasioned by the rapid growth of the Lininger Implement company’s automobile. business. It was considered necessary to efficient handling of the busipess to establish a retail agency in Omaha. King Eight Explores New Country in Southern Utah Salt Lake City, Utah,, Sept. 2—W. H. Carter and an eight-cylinder King have explored the country in southern Utah that a gasoline-propelled vehicle has never attempted before. It was a trip fraught with dangers and many times Mr. Carter expected he would have to abandon it. » South, through the Sink valley, Mr. Carter pushed the King, and opened a gasoline route from Alton to Kanab, in this state. This brought him over a country which has one of the worst roads in the universe. Sink valley is one big mudhole and it takes real horsepower to pull a motor car through ~such a spot, Mr. Carter claims that it is one of the greatest spots in the United States for motor car manufacturers .to test out their cars. _ Persistent Advertising Is the Road to Success. -~ SHIPS BLAMED FOR IT / (Correspondence of The Associated Press.) Athens, Greece, Aug. 26—The epi- demic of infantile paralysis in New York is rivalled by an epidemic of smallpox in Athens that is taking a heavy toll of both children and adults in the city proper and in Piraeus, the port of Athens. Incidentally, Greek ships arriving from Alexandria report the spread of the bubonic plague in Fgypt, and cholera has broken out in the island of Castelloriza, due to the arrival of refugees from Asia Minor. A quarantine has been estab- lished between the island and the ports of Greece. : The epidemic of smallpox in Ath- | ens has resulted in compulsory vac- cination or re-vaccination, but it is | difficult to carry out the orders as the supply of vaccine is limited, and the movement of the demobilized troops into the interior makes it dif- ficult to combat the spread of the disease. , The remarkable feature of the epi- demic is the reliance that is being placed upon the afficacy of one of the sacred ikons, or images of Christ. The ikon of St. Barbara of Nicome- dia, in’ Asia Minor, has been brought with every pomp and circumstance from the ancient church of the con- vent of Daphni, near Athens, and sét up in the cflurch of the Chryssospilo- tissa, in the quarter where the small- pox is taking its heaviest toll. Seek Aid in Prayer. All morning, during the transpor- tation of the holy ikon- the beils of every church in Athens and the Pi- racus tolled at regular intervals. The procession crept, afoot, along the sun-parched road that for five miles lies shadeless across the Attic plain —the ancient “sacred way,” so graph- ically described by Chateaubriand. The black robes of the priests were slowly whitened by the dust and lit- tle streams of sweat made irregular lines down the gray faces of those who formed the cortege bearing the sacred image., The belief in the efficacy of the ikon of St. Barbara is very profound among the simpler Greeks. . Epe- cially is this true of the artillerymen and firemen, St. Barabara, is, not only in Greece, but in other countries as well, where her day is celebrated De- cember 4. St. Barbara was a virgin martyrized in 234 A, D., during the rosecutions which characterized the grief reign of the Roman Emperor Maximin, or, according to another version, her head was cut off by her own father, who had failed to per- suade her to renounce Christianity, in the year 306, under the Emperor Ga- lerius. Blind Faith Is Pathetic. Still further evidence of the belief in the power of ikons is seen in the preparations: for the .annual pilgrim- age to the shrine of the virgin of ’Igmos, which will be made on August 29, It is a belief current among the ordinary Greeks that the virgin saved the life of Ki“i Constantine T, last year when he hovered between life and death after an’ operation at the hands of two famous German sur- geons. At a time when hope had practically been given up it was de- cided to gring the sacred ikon of the virgin of Tinos to the bedside of the sovercign. All along the entire route’ peasants gathered and knelt at the roadside as the sacred image passed, and a minister in the antechamber of the roi;al palace marked on a special map the progress of the procession, while outside the palace thousands .of humble Greeks gathered, many weepin with hysterical emotion. Finally the image arrived and was set up in the bed room of the mon- arch. According to the Greek peas- ant, from that moment the king's life was saved. The image of the virgin of Tinos | was then returned to its shrine on The New 7gassenger Reo Six Towring Car, $1180 For years the good old REO policies have .influenced many automobile manufacturers to look to the REO as the standard of value and quality. It has been the landmark by which numerous manufacturers have gauged. the quality of their cars, . The REO is known as the “Gold Standard of Values” You will not find a better value or a more practical, ser- viceable automobile. Come and convince yourself. Distributers Eastern and Northern Ne- ‘made definite representations || 0 with the developmient of 13 m‘ advertising took a m “The use of posters came ue, and all kinds of pamphlets : distributed. Print- began to supersede the manuscript, William ress in West- 1, and two cen- 1632, a newspaper, be- ot ported to contain in Germany, France, ¢ L lplperl mostl; ions, began té‘ mui The sew Reo the Filth, “The Tncomparable Fou.” 8078 JONES-OPPER CO. | Omaha, Nebraska * braska and Western lowa. i The A. H. JONES Hastings, Nebraska Distributors Southern and Western Ne- braska and Northwestern Kansas. SPECIFICATIONS 1916 Reo Six (Model M) Tour- r—Price $1,150. ing Cai WHEEL.BASE—IH inches. TIRES—34x4 % -inch front and rear. 3 The Non-skid on rear. CYLINDER DIMENSIONS— 9-16x5 Y% -inches. SPECIFICATIONS 1916 Reo the Fifth (Mgdel R) Tou Car—Price $875 S.passenger WHEEL BASE—’-‘-‘I{F inches. TIRES—384x4-inch front and rear. Non-skid on rear. CYLINDER DIMENSIONS— 4% x4 %-inches, the first time a demand which has| = existed ever since the motor car be- came a popular means of conveyance. | “If there is a secret to our suc- cess it is simply that we build a prod- uct which appeals to every automo-| bile owner in every section of the| Haynes, Interstate, Mar: Oldsmobile, Overland, Paige-Detroit, H. A. L. Twelve, Reo, Stearns, Stude- | baker, Velie, Westcott and Winton.” | Allen Car Figures In Exacting Tests At Washington, D. C. In a unique series of practical tests| recently made at Washington, D. C, | the ability of the Allen in “hill-climb- ing,” “throttling down” and away” was again emphasized. The tests were made under average road conditions, the Allen covering twenty- seven and two-tenths miles during the fifty-five minutes required with a gasoline consumption of one gallon, In the hill-climbing the car on a| start made at the foot of an incline | quickly changed from low to high gear and'vl:itdhin twer;‘t’y feet rI)f the ottom picked up to een miles o ——— o S e LA e ous s et eod 111 11T e T T e T falter to the top of the hill, with prac- |} tically no “pull” on the engine, throttle-down ty-four to two and one-half miles an hour in three and four-fifths seconds. “Aeroplane Car” Breaks Indianapolis - Record The track record at the Indianapo- lis speedway was broken on August 2 by Phil Rader in the “aeroplane car,” equipped with a J. G. Vincent, vice gineering, sent the following telegram to Alvan Macauley, Packard Motor Car company, relative cial equipped with 298 cubic inch aviation motor broke Indianapolis track record today by drivin, in 1:30 flat, or an average of 1 He carried a mechanic and forty gallons &%, gasoline, vious record was made with 380 cubic inch motor; no mechanic was carried and very little gasoline.” Springfield Body Company Reports Increase in Orders A thousand per cent increase in or- ders during the last twelve months is the record made by the Springfield | Body company, builders of automobile bodies. The record of the Springfield“ | company was reviewed by Wal-| . Fry, president of the concern. | got the only real conver-| tible automobile body in the world—| by that I mean a limousine and tour- ing body in one—and motor car own-| ers, as well as the manufacturers, are | clamoring _to get it. It answers for| Phone Douglas 3290. Willys-Overland, Inc., Omaha Branch SALES ROOM 2043-47 Farnam St. SERVICE STATION 20th and Harney Sts. “Already the companies which have adopted the Springfield type body as| standard equipment include the Ab-| Cadillac, Cole, Davis, n, Mitchell, “get- lar intervals 2024 Farnam St. byan expert. We will do this for you, put whater in the cells and give you advice—all entirely fres dc!urge.rewd!mdthomhdmm{ e Exide” 'hmb--;n-mmau-;mhmnm; the one that otosist —the ultimate battery, i every installs, : W-'mqflnh-b-pdnudmd‘-,-p any time, - DELCO-EXIDE Service Station Phone Doug. 3697. R. C. SMITH, Mgr. | Nt ity e Bt S . tests were Packard aviation resident of en- a lap miles Best pre- :E Everybody Is Invited to Compete in the $150 GOLD | CASH PRIZES For the Best Suggestions Sent in en WHAT Factories Will Best Succeed in Omaha. & WHY the Factories Will Succeed Here. H it resident of the to the trial of the speed car: i : “Rader driving Packard twin-six $50 Commereial Club 1st Prizse—$35 Omaha Bee Prise—$35 World- made with the following success:|" o From sixteen to three miles an hour ;5 Commercial Club’s What and Why Contest. in three seconds; from fourteen to three and one-half miles an hour in two and one-fifth seconds; from twen- s | = = = : t Herald Prise—$25° Omaha News Prise—Ten Prizes of $2.50 each. Somebody Is Going to Get This Money—Why Not You? Write out your suggestions (they need not be long) and mail them with your name and address to “What and Why Committee, Commercial Club of Omaha, Contest closes September 6. %\ ( X = SRSSARSRSEY — The New Series FRANKLIN CAR HOW much does the car weigh? Right there is the answer to the questions: How economical to run? How safe? How easy to handle? The New Series Franklin weighs 2280 pounds—a reduc- tion of 400 pounds. In com- parison with a car weighing twice as much, it costs holf as much to run, is {wice as safe,and requires half the ef- fort to handle. Take the item of tire ex- pense. That alone has been decreased 17 per cent. Do you know that one pound below the springs is equiva- lent to ten pounds above the springs in its wearing effect on tires? That is why the weight of Franklin axles alone has been reduced 30 per cent. Light weight makes the Franklin economical of gaso- line, quick to start and stop, easy to steer, and guards against skidding. We can best show you these points by a ride. Our New Ser- ies Franklin is ready for you. Franklin Motor Car Co. .35 reman . R-U-2-B-1 of 60? - Phone D. 1712