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THE OSHAWA DAILY TIMES, THURSDAY, APRIL 11, 1929 Babson Park : 3% es Bl ness « ; am '0 advertising carried by the newspa- pers and magazines, While theor- etically the best time to advertise is when business is poor and sales resistance hardest, practically it. does not work out that way. Bul ness men advertise when business is good, and they reduce advertis- ing when times are dull. This has been the tendency shown by the advertising statistics ever since they began to be compiled. During the greater part of 1927 and up to October, 1928, the amount of advertising carried in the daily newspapers gradually de- clined, October marked a reversal of this trend; and since that time each month has shown a gain over the corresponding month of tie year previous. Latest complete fig- ures are for January, 1929. ° They show a 5 per cent increase in ad- vertising lineage over January, 1928. Two hundred and forty- three daily papers in 76 cities car- ried a total lineage of 202,661,033, a gain of 9,299,911 over the previ- ous January. Gains Indicated Preliminary reports indicate continuance of gains for February and March up to the present time. No better proof of current business prosperity can be found. Does advertising pay? This question would seem to have been answered in the affirma- tive years ago, but it still bobs up in the minds of many busi- ness men, who for some rea- son or other, have had disap- pointing experiences, wherever advertising has failed to pro- duce the results expected, how- ever, I am convinced that the fault lies not with the general principle of advertising, but with the particular applica~ tion made of it. Advertising of the right kind, properly di- rected, and suited to the pro- duct, not only pays but pays © handsomely. Otherwise our large iAdustrial and mercantile corporations would not be in creasing their advertising ap- propriations year after year, Statistics show that the largest advertisers are making the great- est sales and the greatest net pro- fits. For example, it is highly sig- nificant that the fifteen companies who spent the most money on na- tional advertising last year showed total net profits 22 per cent greater than in 1927; whereas the aver- age of 900 corporations, including { large and small advertisers, show- ed total net profits only 14.7 per cent greater. . { It may be argued that these fif- teen large corporations are the ! biggest advertisers because they ! have the most money to spend. But | don't put the cart before the horse! . It is more true to say they are the ! biggest and most profitable con- { cerns because they are, and have i been, the largest advertisers. Each one of these fifteen companies { spent $1,000,000 or over in adver- | 1 tising last year. One of them spent ; over $6,000,00. ; M Window Display A little while ago the National { Advertising association made an { interesting test of the value of { show window displays. For three { weeks ome of the largest drug { stores took all merchandise and i display material out of its windows and substituted simple draperies. The loss in business was at once apparent. Special sales of that store fellsoff 41 per cent; candy sales 32 per cent; rubber goods 22 per cent; toilet goods 18 per cent; soda 14; stationery 10, and prescrip- tions 2 per cent. Loss in sales in that three weeks period amounted to $3,000. This proves conclusiyely the great . walne of proper window dis. ¢ plays in selling goods. I believe, however, that the art lof window dressing and. window 'lighting is only in its infancy and . can be made tremendously more ef- {fective. In this connection I am {much interested in experiments 'carried on with a new lighting de- vice based on the ultra-violet ray rinciple. P Ultra-Violet Lights For a long time it has been fknown that near ultra-violet light {could be used to illuminate objects painted with = certain chemicals which have fluorescent properties. Only recently, however, has practi- {cal equipment been developed for {using this light in advertising, but latively low price for installa- 'tion in store windows. {The light rays used are invisible {except as they strike objects coated iwith the fluorescent paints. Then 'thev cause the fluorescent paints o become self-luminous. The ob- jects glow as if they themselves were the source of the light. This, of course, presents a strikingly 'beautiful display. foil is now available at a |. Strike Continues Charlotte, N.C., -- Strike condi- tions in North Carolina textile wills appeared less turbulent while the situation in South Carolina re- mained at a standstill, approxi- mately 6,000 mill operatives in the two States continued idle. "av Coodbye To *1l Indigestion t a box of PINK CAP- E3 FOR INDIGESTION . sure remedy for indi- .tion, gas, bloating, heart- tn or any other stomach .rouble. Immediate relief or money refunded is the way they. are sold by Karns and all good druggists, ! cent Varieties, 4 A Show: Whose Fr ant 11 van * nica A The greatest secrecy has been. Boston, April 11.--The mystery surrounding . the. presence all this of an unusually strong police : 30 the A0Mn1 HD tha re dis- } was dissipated ly with 'the announcement that the inspec- tors, motor-cycle officers and pa< |trolmen surrounding the Plymouth Theatre were there to guard Vin- the Vincent Club rhose society participants wearing $600,000 worth of jewelry" during every perform- real maintained by the police concern- ing the presence of the guard, and not until all the jewelry was re- turned to vaults did the news "leak" out that the officers haa been watching over the dazzling sf- | stones at each performance. SOCIETY SHOW GIRLS' JEWELRY REAL REASON FOR POLICE GUARD The detail was in charge of Ine spector. Frank McNab, of the Back Bay station. Just before the open- ing of the show each night the in- spector and his detail brought the precious stones from the vaults of the Otis A. Skinner Company on Boylston street to the rear stage door. Z While the stones were in the the- atre and being displayed with cost- ly gowns by the Vincent Club So- ciety Girls, both entrances to the theatre were guarded. : /The police, during the first five nights, told inquisitive reporters they were on hand just to direct the trafic and to keep pedestrians moving. But it was noticeable they always kept their eyes glued on the main door, looking over the crowd. EARL OF EGMONT AND FUTURE PLANS Says Castle Lovely Place But 'He Prefers Hard Work London, the future hold for the Earl of Egmont, the rancher peer from the Rocky Mountains of Canada, who, by a strange turn of fortune, has inherited a Hampshire castle and estate, a seat in the House of Lords, a cornet and a belt of pur- ple, and the glare of unsought and unwanted publicity. It is a problem which--in vain, solve in the course of a quiet talk with this most interesting man-- a difficult man to interview because he is reluctant to give expression to his thoughts, writes a Daily Ex- press, reporter who gives his per- sonal impression of the new Peer in this exclusive interview. He is typical of the pioneer, ac- customed to hard manual work and the silent expanses of mountain and grass land, where the air is free and nothing matters but the job in hgnd. Lined Face His face, with its rough brush of a moustache, is lined as though he had been through the furnace of a fighting line. He has little hair on his head. His eyes are light blue, and give the impression that he has a latent touch of hu- Jor which merely needs develop- ng. His voice is quiet; he communes with himself rather than talks 'to you. And his clothes! I hope he will forgive me for suggesting that they are not altogether suitable for an earl. The late Duke of Norfolk, badly dressed though he was had some re- gard for convention, but the Earl of Egmont knows nothing about convention. He wears a white col- lar, but it is hidden under the col- lar of a heavy light brown woollen jersey. His cloth cap may have cost a lot of money in Canada, but it {ll becomes him now. The grey lounge April 11.--What does | it must be confessed--I tried to "had been hurriedly bought at a general store in a country market town. He is devoted to his son and heir, Freddie, now Viscount Perci- val, who looks like a Jackie Coog- an character. . ; The earl seemed to be in deep meditation when I ventured to sug- gest that the greatness thrust on him must be embarrassing. "Everywhere I go I am pestered by you newspaper fellows," he said. . Slow Answer I told him what I meant was that it must be embarrassing to a man who has spent many years on a ranch to inherit a peerage and all the responsibility it entails. He was slow in answering. "I am English, you know," he said. "I was born in Acock's Green, Birntingham, fifty-six years ago come next April. I've had a hard life. I've been used to farm- ing and stock-keeping on the edge of the Rockies. "I like hard work. I don't know what I'm going to do here yet, I think I shall find it a bit tame. It's a lovely place but it's hard work I like." I said Mr. Gladstone and the ex- Kaiser found hard work in felling trees. "Did they?" he replied. "I like the axe and the fork. The late earl was a quiet man, so the countess told me. Didn't entertain much and just went once a year or sO to the House of Lords. "I shall sit in the House of Lords, but there are a lot of things to be done before I do. Don't know when that will be. "The countess was very nice to me. She's quite a lady--oh, yes, you can see she's a lady. It's hard luck on her, but she knows it can't be helped. Countess' New Home "She will move out of the castle as soon as ghe finds another house --it will be somewhere about here. The furniture belongs to the count- ess and she:may take it with her, or I may take it over. "What are you going to do with Freddie--send him to Oxford or Cambridge University?" "Well," said the earl, "he did very well at school; very well. I think ¥'Il get somebody to teach him--a young man for choice. He's all right and will do well. He likes hard work. suit, of good material, fits as if it ' I said I had been trying to teach him the five-finger exercise on the piano, and the earl smiled. "He got good hands for the pi- ano. I should think he would make a good player." Freddie, too, speaks so quietly that it is sometimes difficult to hear him, That was the impression he gave while I was giving him his first music' lesson, because when- ever he answered me he hit the Jotes with the four fingers of his and. MONROE DOCTRINE DEFINITION DRAFTED Exhaustive Historical Re- view is Prepared by State Department Washington, April 11.--A tenta- tive definition and an exhaustive historical review of the Monroe Doctrine, upon which President Hoover could base a clarifying statement as to the doctrine's meaning and scope, has been pre- pared by the State Department, the United Press learned Monday. It has not yet been submitted to Mr. Hoover or to Secretary of State Stimson. Preparation of the document. began during the clos- ing months of the Coolidge Admin- istration, aid the draft copy ob- tained approval of Secretary Kel- logg and Chairman William E. Bo- rah, of the Senate Foreign Rela- tions Committee. The document's two parts are devoted to discussion of the doctrine as a policy and to a resume of constructions placea upon it since President Monroe's famous -message of Dec. 2, 1823. Discussing the doctrine with the United Press, Tuesday, Borah said the time had arrived when it had no practical application to several South American republics. Two major points with respect to the doctrine as a policy are made by .the tentative definition, the United Press understands: 1--That the Monroe Doctrine is strictly a policy of self-defence. 2--That the Caribbean policy of the United States is distinct from the Monroe Doctrine, and that the doctrine could not be made to jus tify American actions in Haiti, Santo Domingo, Honduras, Mexico and Nicaragua. 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Beautiful beauty and a joy to the household if Hawes yas it ismade ofa "hard trans- parent' wax, which cleans as well as ithout discoloring,allow- floors will remain a polishes Ww. findHawes'is ngthe or toretainits natural grain and beautiful lustre..And you will : uallygoodon ure linoleum and automobile bodi Ans Ss De 4 Manufactured by : EDWARD HAWES & CO. LIMITED TORONTO : "FAMOUS FOR HAWES LEMON OIL" lished with furnit- eS. A a ah icy of this Government would re- It is believed adoption of the tentative document as a formal pol- lieve the doctrine of the so-callen misconstruction applied to it over a period of years. What action, if any, President Hoover might desire to take upon the basis of the document is not known here. The document is substantially supported by Senator Borah and by Secretary Stimson. In a statement to the press, Borah said: "The Monroe Doctrine, as it was announced, and ag it should be ac- cepted at the present time, wus based upon the principle of self-de- fence. The United States did mot regard it in harmony with her se- curity and safety to have European powers acquiring territory or breaking down governments in South America. Constructions since have been placed upon this doctrine, for outside of its original purpose it should be permitted to remain in purpose and effect as President Monroe announced ft. "This being the true intent and scope of the doctrine, it has no practical application as to nattous which are in no possible danger of attack or interference by Euro- pean powers. No European power would for a moment think of inter- fering with such nations, for illus- tration, ag "Brazil, or Argentine, or many others that might be namea. "There is no danger in the lan- guage of President Monroe of their interfering for the purpose 'of op- posing them or controlling in any "If we accept the Monroe Doc- trine and live up to it in accord- ance with its original conception, and then take into consideration also the change of conditions, there is no occasion for any misunder- standing or ill-will between the re- publics of the south and the United States in regard to it." Stimson, in his book "American Policy in Nicaragua," which was written after he had visited that country as President Coolidge's personal representative, explicitly endorsed the theory the tentative definition of the doctrine is under- stood to expound. "There are certain geographical considerations which impose upon us," he sald, "a very special inter- est as to how certain ones of these (Latin American) nations fulfil the responsibilities which go with sov- ereignty and independence. I re- fér to those Central American na- tions whose territory lies adjacent to and, in a naval sense, commands the great sea route from our east- ern to our western states via the Caribbean Sea and the Panama Ca- nal. "This situation does not arise out of the Monroe Doctrine, but from certain broad principles of self-defence which govern the pol- icy of the United States. These principles bear a very much closer and more tangible relation to what I may call, for want of a better name, our isthmian policy, than they do to the Monroe Doctrine other manner their destiny.' itself." _ More cups to the pound, more flavor is1 the cup, more tang to the taste. t's what makes, Red Rose Tea 'sopopular. Every package guaranteerd. TEA good ed RED ROSE ORANGE P/:KOE is extra good The Old Reliable quit omi From the Finest Dairy Lands JAM 40 Ounce Jar SPECIAL-~ AYLMER PURE PEACH 31 Pm m-- Cl ph tte Finest Creamery BUTTER High Park at a reasiona Cherry Valley scoring quality. 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