The evening world. Newspaper, June 1, 1922, Page 3

a Ny “(VALUATION 1S $103.59 395, COMINSSON TOL Gompany’s Estimate $48, 76,446 Higher Than That of Transit Experts. HEARING ADJOURNS. Gommission’s Engineers Say Elevated Properties Are Worth $55,000,000. A @ifference of $48,176,446 stands between the Transit Commission's tecommended value of the Manhattan Mievated Railway Company's prop- ‘ty and the ciaims of the company ‘au to what would be a fair cost to yeproduce the property. ' From figures submitted to-day the Commission's valuation engineers have recommended $55,417,949 as a fair value of the “L" property. George W. Burpee, expert witness for the Manhattan company, put in evi- @ence a report showing $103,594,395 as the ‘cost to reproduce the property. » The Manhattan Company's claim is based on $81,504,534 as present value end $22,089,861 for general expenses, @Aministration, organization, engi- meéring, taxes, interest, making the total cost to reproduce $108,594,895. The hearing was adjourned until Monday. ‘George Wellwood Murray of the Jaw firm of Murray, Prentice & Al- @rich, No. 87 Wall Street. appeared for the Manhattan Company. Clar- ence J. Shearn placed in evidence the commission's estimates of the value of the Elevated propert. Mr. Shearn quoted the commis- son's estimated value, based on dif- ferent premises and dates, as fol- 8 of 1910. lows: Gost to reproduce of 1921 to reproduce to put prot In condition. Net recommended value to-day... 55417, Mr. Murray opened his argument for the company and stated it was the desire of counsel to assist the commis- sion *‘in an honest endeavor to arrive at a fair and true valuation.” He argued in favor of the principle of “cost to reproduce’ as the fair basis of the value. He contended that the “L"” property should be valued as though it came into existance “over- night'’—because, ‘‘there it is." While the commission's procedure is really not a condemnation proceed- ing of the “L” property Mr. Murray argued that the commission should im all fairness apply the condemna- tlen rule. . The counsellor then launched imib a lengthy history of the ‘ lines, in which he asked the commis- sion to bear in mind easements, rentals, growing value, franchises and numerous other technical and egal aspects of the value of the property. Mr. Murray even went back to Colonial times, and narrated how the Dutch settlers adjudicated ‘the rights of abutting property owners when streets and roads were first opened. Service on the lines of the New York Railways Company operated by Receiver Job E. Hedges, also was taken up by the Transit Commission Edward A. Roberts, chief of the Transit Bureau of the Commission, indicated sentiment had crystallized in the mind of the commission that sur- face lines must furnish stronger com- petition to Rapid Transit lines. Mr. Roberts nominated four items as likely to contribute to stronger competition: 1. Regular schedules. 2 Comfort. 3. Maximum speed consist- ent with safety. 4. Plenty of cars As illustration, he said open cars on the Broadway line drew business away from the Fourth Avenue-Madi- son Avenue line because the latter operated closed cars all] year around This proved the public was suscept- ible to more ‘‘attractive’’ induce- ments, he said. William H. Freeman, for the commission, testified that there are thirty-nine one-man cars im sorvice on the New York Railways lines without standard safety devices Fe explained that these were the va rious methods of control which en abled the motorman to operate the ca¥ with his feet so that his hands may be free to make change. Mr, Freeman said that such devices Were in service on cars of other lines in this city. Plea of poverty gained a stay for the Long Isjand Electric Ratlway Company in a hearing that had been galled by the commission to consider admittedly inadequate service and equipment. In view of the road's financial condition, Gen. Lincoln ©. Andrews, Chief Executive Officer, ordered indefinite adjournment sub- Ject to call. No attempt was made to delve into conditions because conten- U°n of company officials that any im- provement ordered could not be ear ried out seemed obvious to all con cerned, Walter A. Doll, representing the flouth Side Civic Association, sub Mitted a petition signed by 150 resi- dent taxpayers asking for improve: Ment and characterizing equipment how used ‘of such condition as to be @ menace to life and limb." eee s—=- COMMISSION FOR MRS. RAIZN, County Judge George W. Martin, in Brooklyn, to-day appointed a commis fion to take testimony out of town from ‘witnesses ax to the sanity of Mra Lillian 8. Ratzen, charged with tl murder f Dr. Abraham) Glickstein. ‘The Commission consists of Avsistant Dis tflet Attorney Joseph Gallagher and of the attorneys for Mrs. Ralzen will visit: Florida, (ieorgin and » Interrogating witnesses who ‘Were brought into touch with Mrs. Rai Peaduring ber irip-dast November, $58,859,410 £°97,300;796 ff an engineer Modern Advertising Is Called ‘‘The Electricity of Business” And a New Archimedean Lever That Moves the Whole World| pfpi REVEALED IN f in L \ Coe eee eeeed he ebeeecessoseooese “Theeworld to-day can be saved by business. Advertising is the elec- tricity of business.” “The advertising man refuses to waste his sells it once, time on the product sell itself a that cannot make good.” —_ time.” “His rule is that if he THE EVENING WORLD, THURSDAY, JUNE 1, 1922, _ * @@eea@eeae @eeeseoove GS es SS OeSae Fee eee S@SSeee eee Feoeeeeaeus “Advertising first of “Advertising is . tho “The war was won “Compared with “You can change the it must all must tell the truth. greatest reformative by three things—pub- American advertising, manners, the morals, second Then it must be agency and of general licity, courage and "the rest of the world Is the civilization of a = teresting.” economic value.” money, simply nowhere,” people by advertising.” Man Who Won Knighthood By His Advertising Feats . Talks of New World Force Sir Charles Higham, Who “Sold’’ Patriotism to the English During the War, Here to/Prohibition Take Post-Graduate Course in American| Kindergarten Course to Find: “Publicity,” Which He Considers the Best.| How to Make Legal Arrests. By Marguerite Mooers Marshall. ‘cc HE world to-day can be saved by just one thing—business, T And advertising is the electricity of business.” Quick and crackling as the electric spark itself came Sir Charles Higham’s summary of modern advertising and the part it plays in the world. Sir Charles, Member of Parlla- ment, author and publicist, has just arrived from England as Great Britain's official Welegate to the coming convention of the As- sociated Advertising Clubs of the World. He is bringing the Clubs Lord Northcliffe’s urgent invita- tion to hold their next convention in London. He is himself a sort of super- advertising-man, for besides di- recting England's largest adver- tising agency—made a success, he says, by the use of American methods—he was the member of the Transport Ministry who dur- ing the war wrote all the adver- tising recruiting appeals for Lord Kitchener's army. He also ‘‘sold"’ national service to the patriotic British housewife, for it was his advertising which convinced her— and her husband—that her place was in the canteen, for the lura- tion of the war. He advertised with extraordinury effectiveness the British war loans. For his war services he received a Knighthood from King George. Therefore when I found Sir Charles in his suite at the Ritz- Carlton I naturally asked him to talk about advertising. fightn’t it.” I suggested, ‘be called the world’s most important business, for the reason that it opens the line of communication between the world and efery other business?” But Sir Oharles gave the crisp definition I have quoted above. “'The position of the advertising man has changed so much in the last. few years,’ he went on. esterday an advertising man was one of two things--the man who made a poster or the man who pasted it up. To-day, with his huge plant at his disposal'’—— It obviously wasn't necessary to finish the comparison “But hasn't there also been a marked change in the public atti- tude toward advertising, as well as toward the advertising man?” I queried. ‘‘When I was a little girl I remember being warned solemnly—and by a business man —never to believe advertisements That clearly is not the general sentiment at present.” “Indeed it is not," Sir Charles agreed, warmly. ‘‘And the adver- tising man himself ts responsible in large measure for the change. He refuses any longer to waste his time on the product that can- not make good. His rule is that i » sells it once it must sell it- scif a second time." “How do you define good adver- tising?” [ asked, “Like Caesar's wife, it must be above suspicion, But what other qualities must it possess ?"* Advertising first of all must toil the truth,” said Sir Charles Higham. ‘Then it must be inter- esting. “There ts no reason," he con- tinued, “Why the truth cannot be put in an attractive form, By the way, another point about ef- fective advertising is that it mu. be done in America by American: in England by the English. Ameri- can and English advertising are essentially different, For instance, in England you must not state even a fact too foreibly, People don't like it. They don’t Ike flamboyancy. They don't like slahg. And yet some of your. American advertising that sells the goods wonderfully is expressed in slang—humorous slang."* “And in an English advertise- ment of that big London estab- lishment which supplies outgoing colonials with everything they may ni from guns to tinned peaches, IL onca saw a& perfectly good Latin quotation,’’ I testified “Practically all the Englishmen who would buy that firm's goods would understand it,’" commented Sir Charles. ‘Yet, personally, I don’t approve of using Latin— there are sé many nice words in English. “Aside from its value to the advertiser, don't you think good advertising is of real value to the Public?” Tasked. ‘The advertise- ments in the newspapers and Magazines practically introduce the reader into a beautifully kept home, and show him how, pro- vided he has the money, he can make such a home for himself. “Advertising,” maintained Sir Charles, ‘‘is the greatest reforma- tive agency in the world. It has made us hygienic, \t has made us tidy, it has dressed us well, it has given us the love of the beautiful, it has decorated our homes, it has educated our children, it has raised to a higher plane our whole civilization. “It is of general economic value, since it keeps money circulating by creating wants, and thus dis- couraging hoarding.” “Do you agree with the persons who have said that advertising won the war?" I questioned, “In my opinion, the war was won by three things,’ answered Sir Charles; ‘‘publicity, courage and money. Let me tell you of one little thing advertising did during the war. In 1917 we had a war loan on our hands. Through proper publicity we raised In six- teen days the world’s record war loan of $4,500,000,000. And at that it wasn't the money we need- ed so much as the stiffening of the morale which such a colossal subscription tndicated. If other great causes would recognize the value of paid advertising they could accomplish their aims far more quickly. You can change the mannen@ the morals, the entire civilization of a people by adver- tising.”” Evidently this 1s the world- moving lever of which Archime- des dreamed! “How does American advertis- ‘ng compare with that else- ‘where?’ T asked “American advertising Is at least 80 per cent. better for Amer- fea than English advertising ts for England," declared Sir Charles, who himself has spent fifteen years in “the advertising game” in this country, and who Says he cones here every now and then to take a post grad- uate course in his education mpared with American ad- vertising,”’ he went on, with frank enthusiasm, ‘the rest of the world is simply nowhere. In high stand- ards, in energy, in enthusiasm, in intelligence, in design and copy, the American advertising man has simply no competitors outside his own country, That's why we want him to come to us for his next convention, It's time for him to do some missionary work.’ over Incidentally, Sir Charles says there is & tremendous demand for American-made goods in England just now, and therefore a wonder- ful fleld for American manufac. turers to cover with advertise- ment. He says England can be “covered"’ for about the price of “covering” New York State! “The American trick of town advertis- ing—bopsting—Is also just begin- ning to interest England,"’ he de- clared. . “Then you think advertising a future as well a8 a pres. * 1 suggested Advertising,” said Sir Charles Higham, decisively, “is merely in Mapinfancy, @& yete’ SCHOOL IS OPENED FOR BACHELORS OF ALCOHOLIC TASTE ag BY MOTHERINLAW IN REALTY DEAL Mrs. Opp Alleges Fraud by Actor and Late Wife in Transfer. Agents Attend A kindergarten Prohibition agents was opened this morning by Palmer Canfield, head of the legal department, who lectured from 9 to 10 on the difference between making a mere arrest and making an arrest that gets results. Izzy Einstein and Moe Smith and a lot of the other “bluebirds’ of un- happiness, seventy-five in all, sat still and listened while Prof. Canfleld told them that too many of their cases were being thrown out of court—and why. These are some of the things he told them: “You can't arrest a man for selling you liquor unless you have a witness. ou can't assume that what he sells you ts liquor unless you taste it. (Applause.) “You can’t get a search warrant for a private dwelling without an af. fidavit that liquor has becn sold there. “You can't arrest a man for a sus- piclous hip pocket. You can’t arrest him because he smells of liquor—for it may be that he has had a legal drink. Even a splashing sound in the region of the hip is not enough evi. dence. In general, to make a prim facie case, you must have the c\, dence of taste, ena and sight. But if the stuff is in a brown bottle, hid ing its color, you may rely on taste| he married on Sunday, June 11, to Miss for William Faversham, the actor, to- day was sued in Supreme Court by his mother-in-law, Mary Opp, who asks the court to set aside an exec- utor’s quit claim deed, two wortgages and a bond on property located on the south side of 17th Street, west of Rutherford Place. She declares the property formerly was owned by her husband, John Opp. In her complaint, Mrs. Opp, who was the'mother of Faversham's late wife, Julla Opp, also famous on the stage as a Shakespearian actress, al- leges that the conveyances in ques- tion are false and fraudulent amd that they were obtained from her by false representation on the part of Faversham, as well as his wife, for their own benefit and at her expensi Mrs. Opp further alleses that Faversham is indebted to her “in a large sum of money which he is, or pretends to be, unable to pay." The East River Savings Institution, holder of an $8,000 mortgage on the property in question, and former holder of a $6,000 mortgage, is made a codefendant in the suit Zee JULIUS MILLER TO WED MISS GOLDSTEIN JUNE 11 Borough President's Marriage to Take Place at Astor. Borough President Julius Miller $s to and smell alone’ ieee f ‘ The professor said that 75 per cent,| D#M* Goldstein at the Astor. No for- of the cases cent down to the Dis.| mal announcement has been made of trict Attorney's office got into court|‘h® *nsegement. although It has been and that 70 per cent, of the casee| known to their close friends some time, tried: resulted dni conviction. and Mrs. Maurice B, Blumentnal gave He will give additional lectures|@,luncheon for Misa Goldstein last week at her home, No. 981 Park Avenue. Mr. Miller was elected Borough Praat- dent last fall. He 1s a lawyer, born in from time to time, and pupils who finish the course with honor will be Permitted—since there is no law|New York, and studied at the New York against it—to proclaim themselves| Law School. He was a State Senator holders of the degree of B. A. T., |!” 1919-20 YOUNG A. G. VANDERBILT MUCH BETTER TO-DAY Baker Plans to Take Son to Country Home at Lenox, It was said to-day at the Ambassador Hotel that the condition of young Al- which means Bachelor of Taste. Meoholic > - WILLIAM W. SHIPPER, HOBOKEN BANKER, DIES mbs in Philadelphia Hoaptta uneral Services ‘@tarday. Mra. Suce Brooklyn |flapper problem. Their organization, known as the Parents’ League, has de- vised a code of “blue laws" for young people's parties, to restore the simple life for those tn the dangerous ages between sixteen and eighteen, and to prevent the sub- flappers from ever acquiring the taste for extreme forms of umusement, Street, President of the league, that the code had worked very well 80 far as the sub-flappers were cerned, although it was harder sled- ding with those who had r.ached the advanced age of seventeen and had formed their habits FAVERSHAM SUED Brooklyn Mothers Suppress Flappers Before They Flap And Issue a Code of Blue Laws ee Parents’ League Adopts Rules for Youngsters’ Parties, Dancing and Movies, and Decrees Simple Dress. One hundred and thirty mothers of have united to tackle the which ure intended Here are the rules for flappers: 1. Hours for cvening parties are imited from 8.80 to 12. It’s cur- few after midnight. 2. Parties are to be held only on Friday and saturday nights. $. Simple, refined clotnes are to be worn at all times. 4. Chaperones must be prescit at al! parties. 5. Chaperones the girls home. 6. Censorship over will accompany the plays and movies to be attended. Improper dancing forbidden. 8. No refreshments served after dances. 9. Not more than one party to be atténded on the same evening. Here are the rules which both boys and girls In Brooklyn must observe: 1, Entertain in small groups. 2. Serve very simple refreah- ments at parties $8. All games must be super- vised. 4. Use simple favors and no prizes. 5. Parties must end at 830 P.M. 6. Simple afternoon dress to be worn on all occasions 7. No movies or theatres except those recommended by the school or investigated and approved by parent. Mrs. F. O. Afteld of No, 113 Willow said con- Dress was something that the league decided to leave to luck and to the individual parents general rule of simple clothing was adhered to the matter of extreme high and low and other problems of the flapper costume are not taken up by So long as the : 4 2 . | fred Gwynne Vanderbilt, son of Mrs.]the league. Knickers are approved erent Of the death of Willlam W-} Raymond T. Baker, was greatly im-| for athletic exercise and for wear ir Shippen, 64, President of the First Na " tional Bank of Hoboken, at the Pen) | proved tipdicleak tried to regulate nor sylvania Hospital, Philad@iphia, yeste: As soon a8 possible Mrs, Baker, with We Tipye not tried to ste id Mrs day. was received in Hoboken to-day | her children, will go to Holmwood, her|t® dictate to any one,” sais son of the jate George S. Frank, Vice President of Mr. Shippen was the country place in Lenox, Mass., but the a Willi Shippen, one .of the original] date of her departure will depend on the|the league. “We have simply agreed trustees of Stevens institute of Tech-| improvement of young Vanderbilt among ourselves as to the things tia! nology. and was himself a graduate of = - we believe desirable for our children the Institute. A street in Hoboken 7 and that we can hope to establish for named atfer him. He leaves his wite,| STEWARDESS ON SHIF Bee ee een. CAlonee mbes was Alice B. Wood: daugi HURT GETTING OFF CAR} mother can do very little against the strug Us aa ———— and manners among Strucis and Company, benkers, of a trend of fasnion and mans ; Broad Street, Manhattan, and a son,| Esther Erickson, twenty-seven years! school children. If, however, we for old, a stewardess on the Holland-Amer- to live Edward §. Shippen. Funeral will be held Saturday at his residence | ican Line steamship Drottingholm, lying in Morristown, N. J at Pler % North River, foot of 55th 7 = Street, fell in getting off a trolley car COMMITT D SUICIDE BY HANGING. | 1 Charles Schaumberg, 52, of No. 971 Third Avenue, committed suicide b hanging In the Kitchen of his residence jay. ‘The body was found by hi Khter Hilda reet and Seventh Avenue early d was taken to Bellevue Hos- ring from a probable fracture ul Olsen, also a stewardess on as with Miss Erickson when t occurred. mulate our theories and agr: up to them, we remove certain temp tations from the children, and so pre vent unhappy complications.” film attractions by the league next the example of the I New York, with whi league has had correspondence and lists of plays are to be su winter, ff rents’ Lé h the Br Recommended GOLD AND SILVER IN FALL TRIMMING OF WOMEN’S DRESS Lavish Use of Expensive Materials in Decorations Marks New Styles. If the fall styles in women's wear are any indication, the country will have plenty of money to spend at that time. Paris 1s specializing {n the most expensive materials and using gold and silver effects with a lavish hand. Instead of decorative effects being worked out in mere strings of ‘ Bt | beads, the designers are going With 1,000 buses; at a 5-cent | in for massed effects the estimated proft for the | PROMISE AND This claim was made in the 1920 Annual Report of the De- partment of Plant and Struec- tures of the results of munictpal ownership and operation On the basis of 100 a S-cent fare there Is an estima ted dally profit of $376.80 an annual profit of uses, on The general lines of the cos axpayers, after defraying said, costly trimmings being and operating expenses, | . the shies chapga, o -9 would be $1,476,320." — rY PERFORMANCE In bis decision Supreme Court Justice Delehenty finds that In operating the buses on 65th Street at a cost of $46,000 a year to the taxpayers, without recefy- ing any revenue from them, the city authorities have not only been wasting public moneys but b the City ave been violating Charter, the State Constitution aod yarious statutes, BRT STANDES WL BE THE NEN TOENORE STRAP Transit Commission Receives Good Report on I. R. T. Seating. Now that the Interborough Rapid Transit Company is reported to be peacefully complying with the Transit Commission's order for added service and in some instances more than meeting the terms of the order, attention of the traction engineers {s betng directed to the Brooklyn Rapid Transit Company. An order, said to be not quite as drastic as that which was put into, execution yesterday, is being. pre- pared for service on the Brooklyn Rapid Transit cystem, rnd from all accounts should be promulgated by the comjnission some day next week. Figures’ obtained by the Transit Commission showed a large decrease in the number of standees on the In- terborough Rapid Transit lines. For instance at the Grand Central yester- day between 1 and 2 o'clock there was an increase of three trains, forty cars and 2,000 seats. Another illustration ts provided by comparing figures at the Grand Central, northbound, between 2 and 4 o'clock yesterday afternoon, with figures taken at the same place and between the same hours on May 26-- which happened to be a day on which an inspection was made The figures for May 26 were: 20 trains, 252 cars, 12,600 seats, 10,220 passengers. The figures for yesterday were: 35 trains, 384 cars, 16,900 seats, 9,630 passengers. That means five more trains, 82 more cars, 4,100 more seats, and 599 fewer passengers. ee VASSAR ALUMNAE A FORMING CLUB HERE Papers of incorporation of a Vassar Club of New York City, formed by 200 of the 1,600 graduates in thin city, are heing drawn up. The sixteenth floor of the new Allerton House for women at Lexington Avenue and 57th Street has been leased and it is expected that will be ready for occupancy about ov. 1, Edwin Ye Townsend 10 President of the New York Branch of the Associate Alumnae of Vassar Col- lee and one of the leaders in organ- izing the new club. ‘We hope to have more than 400 members when the club rooms are read she sald, “and if the organization proves popular our ext mi will be to bulld a club house st our own.” eet nce i any MOVIE THEATRE SURVEY BY STATE Many Film Houses Found to Be Fire Hazards and Unsafe. ALBANY, Many moving Picture theatres and other places of amusement in New York State are unsafe, a survey made by Industrial Commissioner Henry D Sayre béie disc! od ‘The survey is being inade prepares tory to drawing a se. of specification by the Stute Labor Department t6 render places of amusemen. safe, and make impossible a repetition of the Knickerbocker Theatro disaster ti Washington, D. © One motion picture theatre wall’ found on a second floor over a harde ware store, with but a- single inside stairway for entrunce and exit. Une der this stairway was stored paint” and oil, while forty feet uway were fifty pounds of dynamite Many other places havo beon found to be bad fire hazards with insufficies® exits, while have been pro= nounced structurally unsafe, 7 in other instances where theatres themselves found to be ordinarily , sufe, ent structures: haye created a Some theatres: have been next to lumber yards, gasoline stations and othe® places where highly inflammable ma- terials have been stored in more or less quantities. These conditions been found to exist in smaller communities of the State, and the Commissioner sald it had been found that where builde ing codes are in effect the theatres have usually been found to be safe both from a standpoint of fire and construction The survey is being completed by State troopers under the direction of the Labor Department. Dance halls and’“legitimate” thea~ tres In some communities have been found by the department to be une safe for the purpose to which they, are being devoted, Baseball parks, by the latest con- struction of the law, are included un« der the department's jurisdiction, and& it Is expected that these vill be sub= fected to a rigid inspection in the near future. A committee is to be named by June 15 to formulate regulations im compliance with the new law, which becomes operative Oct. 1 next. On that date any place of amusement not meeting with specifications drawal by this committee will be refused @ license by the department FARM LOSES APPEAL FOR TYPIST WIFE Stenographer Seeks Separa- tion, Charging She Was Made a Slave. The once popular ditty about going” back to the farm, far away from harm, has lost its appeal for Mras Nina Gaston Del Favere, a stenogra- pher, who lives with her mother at No. 241 West 434 Street and who Is seeking a separation “After going to the farm," she says in her affidavit, ‘my husband made me do all the work. 1 had to clean the cow and horse stables. I had to milk thirteen cows. He treated me asa slave" Nina married her farmer husband, Ernest, on Sept. 3, 1919, and claims that she took $2,000 she had on de« posit in the Harriman Natonal Bank, pawned her diamonds for $1,300 and gave the money to her husband so that he might purchase the Yarm at Walden, N.Y The defendant denies all his ~vife' allegations of crueity, including the money transactions — es PUNISHED FOR NOT SENDING BOT TO SCHOOL. Mra, Rose Barone of No. 129 B. 109th Street admitted to Magistrate Harris in the municipal term of the police court in the Municipal Building to-day that she had fatled to send her tw ‘e-year- old son Joseph ts’scnool, She offered no excuses and made no promises. The Magistrate find her $2 or two days itt the Tomos and she chose imprisonment, June 1 sed. others have been adja hazare found lave Tetley’s Orange Pekoo is popular with men and women, alike. Men like it because every cup is brimful of rest, cheer and wholesome refresh- ment. It appeals to owen 5 Reoeune it com- ines tea with delicate (—. flowery fragrance. EYS Makes good TEA a certainty , ee ee