The San Francisco Call. Newspaper, February 18, 1907, Page 20

THE SAN FRANCISCO CAL MONDAY. FEBRUARY 18, 1907 | Everything Ready for Opening of the Automobile Show + Carsof Latest | Pattern Arrive | HereFromEast Coliseum Is Gayly Decorated for the Affair « SOCIETY TO ATTEND By R. R. PHommedieu! The Coliseum, at the Entrance to the Panhandle, Corner of Page and Baker Streets, Where San Francisco’s First Automobile Show Will Open Today. elled the company to increase iis vpvorking force to double what It was last year EEETERS S S S AUTO INSURANCE The advent of the automobile has cre ated a new branch 'in the insurance world. When the frst experiment cars were put on the market they we destroyed In many cases by fire. Som of the insurance companies saw a chance for business and at once bega ! to write these cars. As time went ¢ | the scope of the policies were enlarged until now a car can be insured against | almost anything. When the autos firs | came to the coast the Fireman's Fun | opened a department and has ever since written policies on autos. So satisfac tory has been the work of this com pany that it has about every auto reg- i{stered in the State on thelr books. IRVIN MACHINE WORKS One of the most popular and satis- factory machine shops in the city is the Irvin Machine Weorks. The company has made a specialty of putting on its working force experts who have been secured for thelr particular knowledge of certain parts of an automobile. This enables the company te turm out work quicker than under the ordimary cir- cumstances. ——————————— - NORTHERN Northern ideals are expressed in one word—quality. The two models hav | been built in the belief that by the | merits their reputation is to standor fa Low cost of maintenance as a result of general refinement of mechanism the elimination of truss rods and str rods; the placing of all machinery un der the hood; the encasing of the entire mechanism; the three-point motor sup port by which the mechanism is kept | always In perfect alignment: the si- lence of the motor and the all-impor tant element of strength are all fea- tures which entitle model C Sile Northern to prime consideration at the e will be sprinkled so|tomobile show in San e women folk ric tr t these shows are ve s e the rancisco. In|nothing ever held in the city that has ssy | the educational possibilities. s to permit ocks that under ordinary circum-|affairs. In this eity the question ! MANY CARS ON EXHIBITION £ stances cc worn while mo- | be under debate for many weeks.| There will be seen the modest little Ering of the fair sex|The married men have been having & |runabout, with its light running gear | ine w give oloring to the occa-|quiet laugh at their better halves. At|that appeals to every woman. Then sior the three meals daily Have been|there is the runabout that is more rug- In t « s 1 found cross-questioned as to what Mrs. So|ged, with .nothing fancy in the works s N u - - and So is going to wear and what the|that tells In every line that it is for E 1 2 € of the I is best 10| business It is the car that has aided on Among 'n evening | the business men since the April fire. A thes will_be in or They are not| Then there is the speedster, ‘with its PARADE OF A1 TOMOBILES and figure long, rakish body and mud guards. i they will In the next booth will be found the w ; i on but | touring-car that is within the reach of " 10w will est af-1all. It is a family affair and has speed, M - & fair that has been held in this city for!put not the speed that will cause heart ! some time. The hundred and more automobil disease to mother when father takes the children out for a ride. It is a on display are worth in the neighbor-, simple, good, honest car. Then come . s S hood of half a million dollars. Several|touring-cars of more pretentious bear- 2 us v able Improvement in | visits to th : will be nec ¢ 0| ing. These are graded until one sees ¢ x see and appreciate all the exhibits. To the big, seven-passenger affairs that pants S0 WILL ALL GO thoroughly understand the automobile | are almost as large as locomotives! It that ght the stamp on ayv one will have to spend many | is hard to conceive that these powerful s King wi ! » wear to an au- 1t show. ‘There has been | monsters can be guided by a child. Y = * Newspaper Advertising Paying Proposition This Is the Opinion of- F detailed to look after mature explosion, so to speak, and the\r&n(‘hi-d. or cost of advertising per per- Smith, manager of t Olds | newspaper n s In speaking of advertis- | the automobil 1ot only | day is gone by forever when the buying | son, based on circulation, nor to get well up in tec alive to public could be misled by extravagant |involved in all the intricate calcula- the o the | claims of performance, or other mis- | tions'of these matters. It is results ; A sing he- nd stry | leading “clain with the final re; | that we are after, and the newspapers s ® q to willing to co-operate with the that the business is narrowing rapidly | themsclves have demonstrated to us d the agent. so that|/down to well made machines, well!that results can be obtained by obtain- may get and keep a led, well sold and well advertised. | ing them for us. long continuation ther kind the public has no use | DO NOT REGRET CHANGE ON SOLID BASIS f, and the newspapers are not going| “I do not undertake to make any pro- e whole business has settled dow foster them at the expense of aphecies about the other manufacturers ry sober and sane gait by aithy continuation of the whole busi- [{n the business or the allled industries with two or three years a The newspapers are generally tmwmg out of the automobile busi- > signs Of the times are now |pointing out the value of roadability |ness, but I do say, from our own ex- that radical changes are not the order | for the of day, simply to be able to talk of rding developm s | which will appe buvers. We h hat the newspaper men are w ing to work with the manufacturers stry from a pr e n all in all, I believe that the |stands for roadability, that direct ac- rs of the country certainly |tion Is to be had in a gratifying meas- to that important American ure from the use of the newspapers, requisite—namely, that of “making|and until we have some horrible and £ood.” I do not undertake to analyze unlooked for object lesson we shall cer- comparisons made by the experts in!tainly not regret having changed our advertising as to how many people are | programme in this respect.” news- ty to get a || Diamondmires if they want- e to boom second-class s the present condition of the AND MARSH QUICK-ACTING RIMS stained sup- Since April 18 Automobiles and Tires have received the most severe test known. The DIAMOND e b TIRES have proven the “survival of the fittest.”” This ‘is clearly shown by the doubling of % dur ' paper local working force. The DIAMOND-MARSH QUICK-ACTING RIM now in stock is the "wr"";"jl'z | simplest, quickest and safest rim on the market. : as much | Remember, the: DIAMOND TIRE is the only ti hich h d b: ] - Bite: between San Francisco and Los Angeles in less than l‘;eh:n: Oa:h::'a emaall.‘(ez 50{1‘::;')’ ::rdfedf:fi:: DIAMOND RECORD, 18 hours 13 min. Not even a pump used in entire round trip of 1008 THE DIAMOND RUBBER CO. 5 o OLa Aoty C. E. MATHEWSON, Pacific Coast Manager p swing er into the BRANCHES—San Francixco, Golden Gate Avenue; Onkland, 110 gra, per advertising columns, and sg land, Ore.; Seattré, Wash. AActeeranh Avense; Los Angeten, Culs Port- t have ound also that the | " L. Smith,— the“Ola's Automobile Manager? American auto public. | perience in offering a motor car that| K = 4 | hands of the prospective purchaser. ;Nexl one sees the landaulet and the, years hefora it offered them for sale. —_—— | limousine, the cars of grandeur and!It was not sy to hold back am ex- STEVENS-DURYEA | elegance. 4 | periment while other companles got | B M (o Oy | the orders. It was a severe test of ;’"; l‘:“gx;f ‘i‘: Cr’,';(_ki‘;d an’;“’:'{; i K s business judgment and integrity, but|Which handies e | ARG TR, the wisdom of our course has been re- | vens-Duryea cars, reports the sale of Hughson & Merton, who handle the | = ced.” the complete allotment of the former | Intérnational tires on the. coast. have |Pitedl¥ proved % | cars and all but & few of the Hmou moved up on automobile row. They | B of the latter make on hand. The have taken the quarters vacated by the | DIAMOND TIRES i atbon, quality of these cars ha show committee ot 426 Golden Gate The Diamond Rubber Company has|made them two of the most sought avenue. J. C. Matlack, the president of | Secured city quarters in Golden Gate|gfter in the market. the Lv:{flrndf(i( nal Rubber Company, in| z;wmm_ at which place it will carry a - ng of automobile tires, said: | $100,000 stock. It will be In its new . o sell automobile tires has always | place within ten days. PARK AUTO COMPANY been an easy matter—to construct| The company is also considering sev-| The Park Auto Company at §30 them in such fashion that they can be | eral locations downtown, either in Mar- | Stanyan street has just installed a new relied upon to give long wearing ser- | ket or Mission street, for another large | repair plant in the garage. The se vice is the most difficult problem that|store. both of which will be run perma- | vices of some of the best experts fr | taces the manufacturer. | nently. the East have been secured. The c “The International Rubber Company| The demand for Diamond tires in-|pany has also secured a full line of all began to build Clincher tires several|creasing daily on the coast has com- |the standard supplies. { Sole Agents Sole Agents ‘ Scandinavian Burberrys’, || Fur and Leather Co. London = -« Everything for | he Autoist but he Auto. | ‘ROOS BROS VAN MESS FIL BUS H o OFARRELL See Our Exhibit at the Ou?;toum at Auto Show the Show s RE R TOMOBILE INSURANCE [} Park Auto Company 630 Stanyan Street FIREAN'S FUND INSURANCE COMPANY ~ [{} sors A% s P —— INSURES AGAINST LOSSES BY FIRE Up-to—Dafe Garaées CAUSED BY SELF IGNITION AND EXPLOSION, THEFT, TRANSPORTA- TION RISKS, AND COLLISION. { All Work Handled by Eastern AUTOMOBILE INSURED WHILE IN Faapts S BUILDING OR ON ROAD _ Satisfaction on All Repairs _— ‘auafaflteed HOME OFFICE: CALIFORNIA AND SANSOME STREETS | l! SAN FRANCISCO AUTOMOBILES Second Hand Exclusively BOUGHT SOLD EXCHANGED Largest Stock West of New York—&40 or more cars always on hand VALUES RIGHT, CONDITION GUARANTEED, FULL EQUIPMENT, THOROUGH INSTRUCTIONS If you are inferested either as a pr live purchaser or as one desiring to sell it is worth your while fo g:flfl touch with me R. H. MORRIS 675 35th Street ~ AUTO BROKER Oakland, Cal. ESTABLISHED 1901 ~ PHONE OAKLAND 4562 Sent for the asking a booklef, “A B C of Aufo Buying.” inderest | ' Move to new fire-proof quarters at 34th and Teleg}.z,i.,’ S ,':ndlpll’f: 3