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S y•M&-'f>T.:. w$L$s .-,,, Vy.4\^-*^a~f/-Y ;; '^s'i "•* ••"'•• >*'U. ; jA '" FLAIJVDlALtt TMTH a kit ABVERTISIK By CHARLES B. ROTH WHO SETS THE STANDARDS? 4 -,J " Charles Roth NOW and then, whenever they run out of sprrfething to say, which happens often, political wiseacres begin saying that we need a political body in this country to set up merchandise standards to guide American buyers. What they want is some committee or bureau which will Examine every item Of merchandise and give it a rating and a recommendation or a non-recommendation to help you as a consumer. Anyone with any experience knows that such artificial safeguards do not safeguard. They only confuse. Behind them, working quietly but efficiently and inevitably, is a "committee" on standardization of far more power than any appointed body could possibly have. This "committee" consists of the consumers themselves, the 130,000,- M0 Americans who daily consume the goods produced and distributed tai this country. They demand standardization of the manufacturers and merchants. They won't buy anything which isn't standard. They do not meet on street corners and hold gas light meetings. But each in his or her daily purchases expresses individual approval or disapproval of the goods which are offered for sale. If enough of them approve an item and buy it, they set a standard of quality and price. Anyone who wants to sell a similar item must meet this standard. Or fail. If they disapprove an item, it quickly passes from the market. The distribution of merchandise in this country depends absolutely upon this form of standardization. ^Standardization merely means making a thing which will 'accord with the wishes of the majority of consumers. No business can succeed without it. What really brings about a standardization is information in the manufacturer's or the merchant's hands of what you as a consumer expect when you spend a dollar for a necktie or a dime for a can of soup. The manufacturer, when he obtains the information, conforms to it. In his newspaper advertising he describes his foods. The merchant does the same. You read. Yon see that what they sell is what you want^ You buy. That is all advertising amounts to--information to help yon buy more intelligently. Every time a seller publishes an advertisement he is notifying you that his goods have been made to pass the high standards set for him by you and other members of the American public. We have standardization Of the best kind. • Charles B. Roth. \v w Twtco - T o l d Tales *• TOm of Plahwlealar of Y«ur» Af» CONGRESSIONAL VIEWS by Congressman Ctujmncey W. Rood Xj ' The Session Opens Amidst the usual handshaking and backslapping the Third Session of the 76th Congress assembled at noon on January 3. The usual cheerfulness of '| the opening day's session was dimmed however by the realization of the terrific toll that had been taken by the grim reaper since the close of the special session in November. Since that time seven members have been called to their eternal reward and on opening day of this Session Divine Providence saw fit to remove from I ~ _ | our midst another of our colleagues. | George Schreiner A Son, is the gjj0rtjy after the opening gavel was l name of a new firm opposite the Park-1 Sounded Representative Pierce of New er House. The new partner arrived, York was stricken with a heart aton Friday last, and tipped the scales teck and died wjthin two hours. The at exactly eight pounds. suddeness of his death was a shock to T. J. Clifton, at his shop, o{fposite [ all. He had been laughing and jokthe Parker House, has commenced the j jng with us for several minutes prior manufacture of Wagons, and will have to the opening of the session and his a number ready to put on the market passing cast a gloom over the entire SIXTY YEARS AGO at an early day. Jos. Wiedemann, baa been ornamenting the front of "his new ice bouse with a new and tasty sign. House. , The Presidents Message - ^ With several prospective Presidential candidates in his audience the 'Cleanest' Nation Ninety-five per cent of all the world's bathtubs are in America, according to statistics presented to the New York State Association of Master Plumbers' convention IT. S. Oldest Race Track The oldest race track in the United States still in use is that in Saratoga, N. Y., where the inaugural meeting was held on August 2, 1864. Cf-eSNAPSHOT GUILD CREATING PICTURE CHANCES A "created" pictured--the photographer spilled the milk, and the kitten did the rest Develop natural situations to get more interesting shut*. The family of Dr. J. F. Cravens, are President delivered his opening mes preparing to move to Dakota, the doc- i sage to the present session of the tor having gone there some weeks' Congress. While his principal theme sjnCe. I was devoted to our international rer'. * lations he devoted considerable time ^fe^BFIFTY YEARGS AGO ..v!' to a discussion of the necessity of invr'r* •• ."st creased appropriations for national F. C. Walton, who has been en-'defense and methods of taxation to gaged at the store of Miss J. A. Story,j finance these increases. He also left on Thursday last to accept a situ-1 expressed a desire that his Reciprocal ation in Chicago. I Trade program be given an extension Thirteen cars of stock were ship- of life and voiced a promise that ped from this station last week, the; there would be sharp reductions in the larger part being by F. K. Granger! regular national budget. After deliv- £ Son. I ering his message the President hur- Ed. W. Owen started for Oakland, ried back to the White House to finish- Cal., on Tuesday morning. He ex-1 his national budget message for prepects to be gone until spring. ' ' sentation to Congress on the follow- A local board of the Security Build-! in* day. Among the Presidential timing and Loan Association was organ- ber" present when the President adized in this village on Tuesday even-, dressed Congress were: Vice-President ine, and the following officers were . Garner, Speaker Bankhead, Secretary elected. President, Dr. A. S. Childs: of State Hull, Senator Vandenberg of Secretary Geo. W. Owen; Tr^as., Geo. I Michigan, Senator Taft of Ohio, Post- W Besley; Board of Directors, W. A. | master General Farley, Senator Ben- Cristy Geo. W Besley, H. C. Mead, nett Champ Clark of Missouri, Senator •John Evanson, Simon Stoffel and Dr. Burton K. Wheeler, and several House A S. Childs '" J members who have voiced a willing- ___ / ness to "sacrifice themselves for their FORTY YEARS AGO ; I country" if the "call"' should come to them. '• Last year many buildings ^fere^ The Budget erected in McHenry and the indica-1 On January 4th the President subtions so far this year are that the mitted to the Congress his annual building will far exceed that of last, budget message for the f.scal year be- J. D. Lodtz is interviewing the var- j girining July 1, 1940 and ending July ieus business men of McHenry with a l, 1941. He estimated expenditures view to organizing a K. of P. lodge at $8,424,000,000 and receipts at $5, here. This is an excellent order and 548,000,00. However, this will mean It is hoped that Mr. Lodtz will meet a deficit of $2,876,000,000. However, With success in his undertaking. j this figure would be lowered by $460,- The postoffice at Libertyville was 000,000 if the President's1 recommentered by thieves last Tuesday night dations for a special defense tax are *nd $60. in stamps and money stolen, carried out. Shortly after the mes- Jas. T. Walsh, at one time editor of sage was received by the Senate and The Plaindealer but now of Harvard, House, Senator Harrison of Missisand Capt. Eichelberger, of Woodstock, | sippi. Chairman of the powerful Senwill publish a wall map of McHenry ate Finance Committee and one of county. v i the most influential Democratic lead- --* ------ ; . ers in the 'Senate suggested that a v • THIRTY YEARS AGO ! special joint committee of the Sen- I ate and House be appointed to make a The West Side postoffice was mov-1 study of the budget. It is reported ed from its old location in the C. G.1 that the Senator as well as other Frett building next to M. J. Walsh's Democrats did not take kindly to Presstore to the new N. J. Justen block. | idential recommendation for a special A. G. Bishop, who resides between defense tax. These gentlemen are this place and Ringwood, has disposed apparently fearful of imposing any of his twenty acre farm to Delbert. new taxes in an election year, ITS tun to look for picture opportunities-- but it's more fun to 'Create them. And many of the finest jpicture chances are created deliberately by the photographer. If you wait for things to arrange ri^emselTes for a picture, you're Just {trusting to luck, and you may have a long wait But If you take a few isteps to create a situation, you'll ,:4nd It easier to get just the picture iyou want--when you want it 'I For example, look at the picture "above. Is there any point in waiting |or such'a situation to occur natur- #lly? Not a bit It's much simpler to Spill the milk right where you want It--place the kitten where you wish --and shoot. A kitten knows what to do when he's face to face with milk. i There are many such occasions . where a little arrangement is a big help. Use a bait to tempt a pet to the. best spot for a picture. Give the baby an amusing toy--or place an automatic music-box beside him-- and he'll pose, completely unaware of the camera. Provide some action for an older child to carry out--a dol> to dress, a book to read, a model -boat to work on. The action provides a theme or story which improves the picture. In shooting outdoor scenes or landscape pictures, try having friend stand in the foreground, looking at the scene you plan to picture. Such a figure adds foreground' Interest, and direct* attention- to the scene beyond. In picturing snow scenes, tramp oat a path leading into the scene where it will help* the composition of the pieture. Such devices bfteu add better pictorial nuality to your shots. , In taking action shots, dottft trust to chance. If possible, arrange with your subject to have the desired ac-1 * tion take place at a chosen spot.1_ Then you can focus in advance, and - be all ready to shoot. For example, to get a good shot of a sled spill,, arrange for Johnny to flip his sledi. over at & selected spot near the bot-" torn of the hill. This idea also worksfor many other sports--summer aiutwinter. Table - top photography is of - course outright creation--you build • the subject completely before shoot-_ ing it That's why "table-topping" Is. so much fun--it allows plenty of room for Imagination and originality. Still-life pictures are also a mat-^ ter of arrangement... and your skill, in composing the subject-matter determines the quality of the picture. Never be a lasy photographer.: Don t "let well enough alone." A!«! ways try to improve the picture--or, get a first shot of the subject as it is, and then try to arrange a better one. That'p the way the finest pie- Whiting, the price paid by the purchaser being $285 an acre. W. F. Holtz and R. I. Overton, liverymen, exchanged business stands More "Emergencies? The proposal of the new Secretary Of the Navy Charles A. Edison that this week, the f^mCT going to™ the "Pres dent be ^"ted W.r me I Riverside barn, while the latter will Poweres to„ c/>Pe ^ thereafter be found at the West Side emergences has aroused a ^rm o jlarn, opposite the Park hotel. criticism on Capital Hill. Secretary Butter remained at 36 cents on the Elgin board of trade Monday. TWENTY YEARS AGO i --- X Milk producers throughout this eit>> tire locality are receiving $3.65 per "hundred for January milk. The coldest weather experienced in this locality this winter visited us the latter part of last week. Thermomters registered all i:he way from fourten to twenty below zero. The severe cold snap of last week caused the bursting of numerous water pipes in and -around the village •and as a consequence the plumbers were very much in demand for a few days at least. Thp John L. May Pickle company, la new organization in this village, has iust taken over the C. F. Clausen A Sons interests in McHenry. tures are made. John van Guilder CARD OF THANKS In this manner, we wish to thank our relatives and friends who so willingly offered their help and sympathy at this time of great bereavement. We are also deeply grateful for so many cards of consolation, flowers and masses, . Mrs. John W. Pfannenstill and family Britannia Rules the Waves ' •- .iis. • •. v -2J . Thursday, January 11,1940 Somewhere in England British infantrymen try out their new rivercrossing rubber boats. The boats, which can be deflated and easily carried by one man, can carry two men when inflated. Finland's President Is a 'Home Body! SLOCUBTS LAKH Harry Matthews is tonftned to his home this week due to illness. Mr. and Mrs. Earl Converse «H daughter, Francis, Mr. and Mrs. Leslie Davis of the' 'Flats" 'and Miss Frances Davis attended the funeral of an aunt, Mrs. Anna Wagner, at Waukegan last Friday. Mr. rfd Mrs. Ralph Wagner spent Sunday evening at the home of Kr. and Mrs. Mike Wirtz at Mundelein. Mr. and Mrs. Ralph Wagner spent last Thursday evening at the home at Mr. and Mrs. Roy Pfannenstill at Grayslake. Mr. and Mrs. John Blomgren were callers at the hom« of Mr. and Mrs. George Lundgren at Wauconda Friday afternoon. Mrs. Celia Dowell and daughters, Ethel and Marion, were callers at Waukegan last Thursday. Mr. and Mrs. Lee Larabee and son/ Carroll, of Bristol, Wis., were dinner and afternoon guests last Friday at the home of Mr. and Mrs. W. |S» Brooks. Harry Gould of Grayslake wa# m caller at the home of Mr. and lfrs. Harry Matthews Tuesday. Mr. and Mrs, C. G. Dorwin of Wan* conda spent 'Saturday evening at the home of Mr. and Mrs. Harry Matthews. While his ambassadors were presenting Finland's case before Soviet leaders in Moscow, President Kyosti Kallio spent quiet evenings at home With his family. The picture shows President Kallio with Mrs. Kallio and their grandchild. French Seat of Polish Government I criticism on Capital Hill.' Secretary Edison requested Congress to pass legislation that would enable the President to secure ships and war materials at his will and empower him to commandeer factories and other industrial facilities "in periods of national emergencies." In the opinion of your Congressman the proposal is a dangerous one. There have been too many instances of our being told that a state of "emergency" exists. No doubt some people are hoping that for the benefit of their own political fortunes a "perpetual" emergency can be created. We believe that Congress is capable of dealing with emergencies when they arise. We are hopeful that the days of Congressional delegation of power to the Executive are a thing of the past. This mansion in Angers, France, is where the new Polish government has its official seat. From this building the cabinet of a country "that has ceased to exist" will function until such time as Palanji is restored to her place among nations. Just a Day of Rest for Tank Self -Service Barber ./ ' ; W. R. Cady of Grand Mich., runs a self-service barber shop. For 15 cents, you can shave yourself, brush off your own clothing, and shine your own shoes, says the American Magazine. For an extra ditpe Cady will do the *Job for yout Constipated?, I "For years I had occasional constipation, awful gas bloating, headaches and back paimu Adlerika always nelped right away. Now, I eat sausage, ban&nas, pie, anything I want. Never felt better." Mrs. Mabel Schott. A D L E R I K A THOMAS P. BOLGER, Druggist Yw r $2.00 to $10.00 Cash for Dead, Down and Crippled HORSES and CATTLE Dead Hogs and Sheep removed free! MIDWEST REMOVAL GO. Tel. Woodstock 1624-M-l or Dundee 10--Reverse Charges McHENRY FLORAL CO. -- Phone 608-R-l -- One Mile South of McHenry on Route 31. Ffow«Kf f&r a® ions! SOCIAL SECURITY OUTFIT. \ , Freedom of City Granted The honorary freedom of the city of Canterbury, England, was pre-" sented recently to the archbishop oi Canterbury. " ^ Four bullfighters refused to sail from Spain to fill contracts in Venezuela, frankly admitting that they were afraid, not of the bulls they were to fight, but of mines or submarines their ship might encounter. .vv -1 ?>iis»Ts>HWINI TMiwhsMftH FHMSUMI R#ae*d Employee* Earning All *•€•»•«** lalomakloB lot. Social ••curlty' Bteordi i A picture made somewhere on the western front, at French field headquarters, showing tanks lined up for inspection by visitors who arrived in the cars shown to the left. 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