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| PAGE TWENTY-TWO Advertising Can Bring Return of Buying Morale _ "It was advertising," he stated, "that made last year so prosperous-- advertising and the conviction behind it that it was a prosperous year. ' We lost it primarily on hearing the news that the roulette wheel in Wall Street got out of hand, a happening which r eally had nothing to do with mak- "ing, advertising, selling and distributing of goods, which is what business " consists of. In conclusion, he stated, "Unconscious, unintentional advertising has produced a state of mind on the part of a whole nation which has slowed --but not. stopped--the distributing machine. change that state of mind and again sell a prosperous state of people that will make them spend instead of holding out, and send 'of money through the retailers to the manufacturers to be pai 'wages to make other consumers." "If every family in the country spent Intentional advertising can ind to stream out in {] 10 cents a day mord on its necessary buying, it would add $875000,000 a year to our total business," said Ernest Elmo Calkins, president, Calkins & Holden, Inc. at a gathering in the Hotel Roosevelt, New York. : "Is there any retailer who cannot by advertising, salesmanship, window «dressing, increase each of his customer's purchases by ten' cents a day? Jhe asked. "Those slight additional sales would register in the factories, nd many men who would otherwise be let out retained on the payroll to dd to the number of buying consumers." § He continued with, "What ails the country is fright, i famed for his initiative, his enterprise, his daring, has given fhusiness man, sthe collossal exhibition of commercial cowardice. The American He neglects to use the Shusiness tool about which he has boasted so long, which has performed such (business miracles in the past, at the very time it is most needed. MOTOR CONCERN IS BIG BUSINESS Survey of Earnings, As- sets and Liabilities of General Motors ! The following is an analysis of the 'General Motors Corporation taken from a 'current survey by the Stan- {dard Statistics Company . of New York: -- ¥ General Motors Corp. is the worlds' leading company in point of searnings, of which about one-half 'are derived from motor car opera- 'tions. Produced about 34% of all cars made in United States and Can- ada in 1929. Passenger cars rang- ing from lowest to highest price jbrackets are turned out in many dif- ferent models. Substantial price re- visions have been made on a number jof offerings in recent months, in an endeavor to stimulate sales and clear fthe way for latest introductions. Among its greatly diversified. allied factivities are included Frigidaire, gmaker of electric refrigerators; Del- 1d a 0 ---- co Light; half ownership of Ethyl Gasoline; 51% control of General Motors Radio and 80% interest in Opel, German motor car producer. Also holds control of Yellow Truck and of Vauxhall Motors, Ltd. 26% of Bendix Aviation stock and 40% interest in General Aviation Corp, formerly Fokker Aircraft. Recently opened new plants at Copenhagen and Sao Paulo, but is entirely clos- ing down its Warsaw unit. Is now making Cadillacs in 8, 12, and 16 cylinder models, while its Buick line was changed to eights with introdue- tion of current models several weeks ago. Sales have suffered sharp re- duction from 1929 levels, worst de- cline having been experienced in most recent months (although Aug- THE OSHAWA DAILY TIMES, THURSDAY, OCTOBER 9, 1930 equal to regular dividend require- ments. Despite slack trade condi tions, financial position has been maintained in {its exceptionally strong state. On June 30, last, cash and marketable securities totaled $175,693,000, compared with current liabilities of $106,338,000, while net working capital of $209,677,000 was almost ag large as the year before. LOWER CATTLE RATE TO BRITAIN SOUGHT Ottawa, Oct. 9.~Hon. Robert Weir; Minister of Agriculture, is doing his best to encourage, by securing fav- orable ocean rates, the movement of Canadian cattle to the British mar- ket but, while it is steady, there is no great rush. About 450 head are going over weekly, The Manchester line provides a rate of $15 with a 10 per cent reduction for cattle under 1,000 pounds but negotiations with the Donaldson Line have not result- ed so far, in a lowering of the $20 rate. MORE OPTIMISM NEEDED (Montreal Star) Opening on Saturday, October 11, there is to be held in the city a "Prosperity Week." It will be sup- ported strongly by the Canadian Manufacturers' Association, the Mayor of Montreal and various im- portant business interests. A sens- ible attitude is taken in the declara- tion that ,t is high time there should be a cessaticn of the croakings over hard 'times. 'lhe -president of the Canadian Pacific Railway, after a careful survey «of conditions, makes it very clear that from a tiade point of view there is rething whatever te be despondent about, and that the future outlook is decidedly promising. Other notable men have recently ex- pressed sim'lir opinions, Unjustifi able talk about depression lcuds to apprehension asd a timidity among business men which is not helpful to the country as a whole. Canada has ust showed a slight improv t over July, last). Deliveries to do- mestic consumers were only 57% as great in August, 1930, as in August, 1929; in the first 8 months of 1930, retail sales were equal to about 72% of last year's total. Foreign business however, showed by far the greatest drop; in the first 8 months Cana- dian and overseas shipments were less than 16% as numerous as in the corresponding 1929 period. Close control of production has resulted in holding field stocks to a level some 35% lower than at the same time last year, however, while inventories of an enviable reputation for its per capita wealth, as well as for the acumen of its merchants. There is just one thing now lacking, and one thing only--faith in the present and ward price r&isions, necessitated by competitive conditions, earnings have dwindled considerably. In the first half of 1930, profits amounted to $2.82 a share (including non-re-|a radiating optimism as to' the fu- curring profit of $0.17 per share | ture. realized from sale of stock to Gen- -- eral Motors Management Corp.), as A STRAIGHT SHOOTER compared with $3.38 a share in the ' first 6 months of 1929. Poorer busi- Mav og Bsn i Ain pi ness so far in the second half (with |y..02 i prospects for no material better-| Gunner-- Yes, sir ment the rest of the year) and usual | Officer--Let him have a couple year-end adjustments will probably |of 75's in the eye. result in full year profits about Gunner--Which eye, sir? January, 1930. Sales increased stea- dily for many years, attaining their all-time peak of $1,604,404,000 in 1929. Return of Ford to production on his Model A was followed by in- creasingly severe competition, which, together with the business recession evident in the final months of 1929, caused last year's earning to fall be- low the record 1928 figure. Per share returns equaled $5.49 in 1929, $6.14 in 1928 and $5.19 in 1927. World-wide depression has been acutely reflected in a slump in pas senger car demand, and with down- raw and semi-finished products are 30% below 1929 level. Recapitalization plan placed in effect this summer provided for the exchange of as many as 1,875,366 shares of $5 no par preferred for previously outstanding issues senior to the 43,500,000 shares of $10 per common, Those shares not so ex- changed were called for retirement August 1, last. There is no funded debt, Dividends at the rate of $3 per annum are disbursed in the common, extras of $0.30 a share hav- ing been also pad in July, 1929, and LW ORGY OF JOKES HAS BROUGHT GRIEF T0 MICHAEL KENNY Practical Joker Brings Bills and Anguish to Elec- trician New York.--Michael Kenny is fed up. And it's not the $25 worth of sandwiches nor the fifteen gallons of ice cream alone that did it. The last straw was broken when a pul- moter crew from the gas company aroused him and his wife at 2 am. and insisted on reviving somebody. Kenny had hardly convinced them that no reviving was needed, wheny a private ambulance drew up to the door and wanted to carry Mrs. Ken- ny away. She wouldn't consent. For the past month some one had been playing practical jokes on Ken- ny. reserves have been regular visitors at his electrical repair shop, 172 Eighth Avenue. They drop around at most any hour of the day or night wanting to know "Where is the fire?" or "What's the riot?" He was able to convince the de- livery men that brought around the sandwiches and ice cream (with bills) that he hadn't ordered them. But the drivers of the fleet of trucks that came with the 18 tons of coal want- ed to beat him up when he refused to accept it. Then one morning he was bewildered by the sight of a line of men with tool kits waiting for him to open the shop. They showed him a newspaper advertise- ment reading: "Electricians wanted Bring tools. Apply all week." His address was given. The 300 men that appeared the first day were nothing compared to the crowds that came every other day during the week. He was delighted to get a note one morning reading: "Things are pick- ing up good now, Mike. Here's some money you loaned me two years ago." But the signature "Zooie Ziltch" on the $800 check was as fictitious as Mike's craving for the fifteen chicken dinners that came around (collect) shortly after- wards. The fire department and police | before. He assured her that any- might happen in a half hour, and neither Mrs. Kenny mor the underr taker were entirely satisfied until they found Mike. much alive and simply bursting with indignation, The dog catcher has called for his two dogs, the gas and eléctric light companies have sent repairmen who weren't needed, he has chased up to the Bronx in a taxi in the middle of the night to fix the lights of somebody who called in "an emer- gency" only to be rebuffed by the awakened resident whose address was given. "Is it true that several people in the parquet fell asleep during the first-night performance of your new comedy?" "Yes, but they laughtd in their sléep!"--Montreal Star. MUTUAL * Musical Wife--It's strange, but when I play the piano I always feel extraordinarily melancholy. Husband--=So do I, dearest. DRESSMAKING ALTERATIONS REPAIR WORK HEMSTITCHING 9¢ Per Yard First class work at reasonable prices. A full line of the new Simplicity Patterns at only 15¢ each. Daintimaid Shoppe When the undertaker came with his hearse to embalm the remains of Michael Kenny, the gloomy . fellow almost convinced Mrs. Kenny that her husband was dead, despite the i fact she had seen him a half hour 4 PRINCE STREET | PHONE 1948w 3 ) Visible Through Lumbe Industries- Lumber---Direct From Ontario's Forests to the Consumer WE HAVE SAWMILLS LOCATED AT HALIBURTON AND LINDSAY Summer Cottages Dairy Houses, Barns Building New Homes Garages, Poultry Houses Remodelling Old Buildings When the Erection of a Building is Contem- A plated Consult-- A Carew Lumber Company Ltd. PHONE 12 and I3 74 ATHOL STREET WEST All Kinds of Rough and Dressed Lumber | Frames and Sashes Lath Shingles B.C. Interior Trim Hardwood Flooring + Gyproc | Donnacona Insulating Lumber oy ' WY 2.4 Wl "a Asphalt Roofing