The Deport Times (Deport, Tex.), Vol. 33, No. 33, Ed. 1 Thursday, September 18, 1941 Page: 4 of 8
This newspaper is part of the collection entitled: Red River County Area Newspaper Collection and was provided to The Portal to Texas History by the Red River County Public Library.
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ION PRICK
$1.00 PER YEAR
Year Outside ol Lam
and Red River Counties
IN ADVANCE
i. charge is made (or publication
“ ■ of church services or
blic gatherings where no
is charged. Where ad-
is charged or where goods
i of anv kind are offered for
the regular advertising rates
be applied.
ft! THURSDAY. SEPT
WHY MRS BILL JONES
IS A CUSTOMER OF
SEARS. ROEBUCK
When Bill Jones’ wife fills out
gU) order to send to Sears. Roe-
buck it Co., or goes to a Sears
■tare to maktj the purchases per-
sonally, she doesn’t do so be-
cause the big mail order busi-
ness sells cheaper merchandise
SO much as because the name of
the business and the merchan-
dise it has to sell are actually
more familiar to her than are
those of many of her hometown
merchants.
That explains the reason Mrs.
Jones patronizes the mail order
business. The reason the busi-
nSSB is so familiar to her is be-
CSUSe Sears. Roebuck & Co.
make it a large part of their
business to see that she is fami-
liar with who they are and what
they have to sell. How they go
about doing that is a short and
Simple story. They advertise.
They spend millions of dollars
each year to keep the Mrs. Jones’
all over the country well in-
formed about them and their
merchandise.
Of total expenditures amount-
ing to $7,828,901 in Texas dur-
ing 1940 — including merchan-
dise purchases in the state and
salaries of employes—the mag-
nificent sum of $515,113 went for
newspaper advertising. These
figures are supplies by R. L.
Tayloe, former Clarksville man,
manager of the Sears group in
Dallas.
“This rather one-sided prefer-
ence for newspaper advertising
is .based solely on sound busi-
ness principles,” Mr. Tayloe
said. “It dates back to the start
of our retail system in 1925.
Over the years we have found
that newspaper advertising has
, done an extremely efficient job
Of bringing customers into our
stores and helping us to sell
merchandise. That is all any
advertiser can ask. and it strikes
as an adequate reason why
newspapers are consister.t-
I being tied in with our pro-
ional efforts,’’ he explain ’d,
thy. light of the foregoing
statements, it is small wonder
that Mrs. Jones spends part of
hair .allowance, or chicken and
egg money, with the mail order
house. The wonder grows small-
er if Mrs. Jones lives in or near
•'itown whose local merchants
dft.<not keep her regularly in-
' ' fanned about their business and
thtir merchandise.
’ Aut, you may ask, how can a
jpB, privately-owned business
with a great chain store
[vertising? There is an an-
for that one, too. The
iwn merchant does not
to far-away business. All
tive customers reside
a radius of a few miles
business. They come dir-
his store to make pur-
and he knows their
and how old their child-
It is not necessary for
to print catalogs and dis-
them over his. territory;
not have to buy high-
advertising in a big daily
to reach Mrs. Jones,
'a hometown newspaper
Jones reads regular-
rates for advertising
newspaper are
so far us the mer-
nceraed, than the mail
inew jm,M re*ch
thfe home-
spend one-
■amearticlej
n lPglovl |
BURT LOCKHART
in Pittsburg Gazette
Japan is receiving some well-dir-
ected socks since she lost her silk
stocking trade.
Can you imagine what the Ger-
mans said when the Russians blew
up that $110,000,000 dam?
They don’t use oil in the East to
quiet troubled waters. They use
it to produce more trouble.
Hard times are never welcomed,
but they do force us back to sim-
ple and inexpensive pleasures.
It is not enough for a politician
to keep his feet on the ground. He
must keep his ears there, too.
We wouldn’t mind working hard
for the future if it didn’t take so
much of our time off the present.
Hitler conquered France, but
something must be telling him that
he has not yet conquered her peo-
ple.
Another reason why we enjoyed
our meals better in the old days,
we were not afraid of offending
Emily Post.
Robert Quillin describes success
as making enough money, by the
time you break down, to pay the
sanitarium.
Remember a few years back when
the slogan was "a full dinner pail?”
Now look af us. We want a full
gasoline tank.
There is ample excuse for de-
fense spending, but Congress still
leaves, the faucet wide open on non-
defense spending.
The reason some of the Europ-
ean nations are keeping their head
in a sling is because they failed to
keep their feet on the ground.
The average American knows
from twenty-five to thirty-five
thousand words, and there are times
when he can’t think of but one.
No doubt a man has the right to
spend his money to please himseU,
but there are times he would dis-
play real virtue by spending it to
please others.
Everything is about evened up.
When the weather gets very, very
hot we forget the war. When the
war gets very, very hot wo forget
the weather.
The country is raising such a fu-
rore about the installment plan as
if life itself is not given us on the
same plan. We pay and pay and
pay that we may live a day at a
time.
One undisputed fact still remains:
The more we demand of our gov-
ernment the more we will have to
pay. And it appears that everybody
is demanding something or other
these days.
Ilooo vm**rgmmnnn
/tnvrs <so *m> die _
Mgr JHCUMMfM EWSAm.lAMDMt«M*
+K7)K**etfrf, Sows a* f*OP*l log-
os A MOOKH PUASUT MMt
tut s/Htm mUf
wtunr every
vr*—
AOOJr/OQ.OOO
■nrJS—MKn/
MernMNc Mtr
m>*rrnr
«*y
U. S. INVENTIVE 6ENIUS—
<jlNCE LAST SUMMER. THE OfflCMlVMWtPS’
CLEARING HOUSE'HAS RECEIVED/V;500
DEFENSE INVENTION SUGGESTIONS _
uemy Mir covtDm/nis wormrniiE
IDEAS.
mCMff VJOCO » SCARCE. FIRES ARE
o» ,»n wilt or wMiegoAE.au the
ALEUTIAN ISLANDS, OFF ALASKA
HUNDREDS OF U S.
IIE5,TD AID DEFENSE.
HAVE MADE MANUFACTURING CHANGE-
OVERS LIKE "THESE: EXON KMSMAS
---MACN/AFS TO smi PUNK; CONTACTS
■n satus, CAnertt ib macN/af toms,
lAtWAKU&f TO fetes. AND UUTCNfT to SMAU
_***** mars/_
MODERN
Helpy-Self Laundry
Open 6:30 a. m. to 6 p. m.
EVERY DAY
Come Try U»
Mrs. Daisy Brodle
Mr. and Mrs. T. T. Willingham
DEPORT, TEXAS
Ain’t that Surnp'n
By NUMBER SEVEN
Rhyme written after reflecting
upon our two most common philan-
thropists—the man who gives from
his pocket and the man who gives
from his heart:
The fellow who gives a hundred
grand for a good and worthy cause
is doing a noble business and sure-
ly deserves applause. But the fel-
low who doesn’t have a dime, yet
goes on giving things, is the fellow
I figure St. Peter will size up for
the biggest wings.
For the broke man can’t give
money that the hungry may have
bread, so he dives down into his
heart and soul to give something
else instead. And he comes up with
a cheery smile and a kindly word
to say, and he mixes them into sun-
shine to scatter along his way.
The man who gives away sun-
shine and the man who gives away
gold are a little above the average
man and belong in the self-same
fold. But I think if I had to make
a choice between them that I would
pick, the man who gives away sun-
shine as the man who does the most
good.
season is now well underway and
this column thinks it time to draw
a deadline on the guessing and that
one more week will be sufficient
time for all to make up their minds.
Latest guessers .are:
I. L. Read, 1999.
Andrew Wright. 2100.
Jesse Kilgore, 1800.
Robert Mitchell, 2251.
Tom Bennett, 2500.
J. H. Gooch, 2400.
Frank Rivers. 3275.
Malcolm Oliver, 3901.
Adrian Westbrook, 1900.
W. L. Baughn, 1980.
Lee Martin—1420.
Barney O. Scott, 2634.
O. B. Rhodes, 1785.
Sam Roberts, 1725.
L.es Campbell, 2130.
Doug Mitchell, 2035.
In the future there will be no low
license numbers issued by the High-
way Department. The Highway
Commission has issued an order that
in registering passenger cars for the
registration year 1942, and in sue-1
cessive years, no license plates will,
be numbered below 5,000, and fur- !
ther that the issuance of special'
series of license plates known as
“State Official Plates” will be dis-'
continued.
Blind Quail Puzzles
Texas Game Warden
How a quail survived as long as
it did while blind is puzzling a
North Texas state game warden.
The bird, although it had been
blind for a long time, as evidenced
by the fact that it had two dry
holes in its head where its eyes had
been, was fat. It must have been
weeks since the bird lost its eye-
sight. The question is how had the
bird fed extensively enough to keep
fat and how it had avoided flying
into something and killing itself. It
finally met its end by colliding with
the parked car of the game warden.
SUBSCRIPTION
RATES
THE DEPORT TIMES
Deport, Texas
To any postoffice in Lamar
or Red River Co.: B4 f|f|
One Year #I.UU
Six Months ........ 60c
Three Months ...... .35*^
Remittance for less than 3
months will be credited at
the rate of 5c per copy.
To any postoffice outside
of Lamar or Red River
counties: R4 JFA
One year-------------- wlitfU
Six Months ............ 85c
Three Months ................ 50c
Make checks or money or-
ders payable to The De-
port Times.
Big Messages
in Short Sentences
- By E. W. -—
More than 2,000,000 trees were
planted this spring by farmers and
“Eternal vigilance is the price of
liberty.”—-Thomas Jefferson.
ranchers in the Southern Great,
Plains. Trees and shrubs were fur- I
nished for erosion control purposes I
by the Soil Conservation Service.
Sid J. Parks, 1875.
The guess of Mr. Oliver is the
highest to date. Since he lives in
Dallas, however, and hasn’t been
out in the fields lately, it is pre-j
sumed that his guess, though pro-1
batly a bit wild, shows that he1
knows his cotton under normal con- •
Since true Christianity causes
men to love one another, that is
what the whole world needs—and
needs it desperately.
ditions.
“Three out of ten that use alco-
holic liquors become addicts to it,
and most of the other seven suffer
from it in later life.”—Dr. W. J.
Mayo, of the Mayo Clinic.
People who RUN into debt us-
ually have to CRAWL out.
There is always something to'
worry about. Just think of those
folks in the Eastern part of the
United States who do not know
where their next drop of gasoline
is coming fror-
Thanks a million to the Clarks-
ville Times, Gilmer morror, Deport
Times, Winnsboro News, Morris Co.
News, Daingerfleld and Talco Times
for reproducing my little birthday
article, and for their kind com-
ments and felicitations, also for the
nice editorial of the Mineola Moni-
tor, the expressions of friendship
conveyed by many letters, tele-
grams and telephone, and the well
wishes spoken personally. It is
worth living a long time to see one’s
pathway strewn with so many
flowers.
FRONT PA6E NEWS!
NOW you can buy a 150-
gallon Butane Gas System
completely installed with
a modern Table Top Range
for only
*149.95
You can also buy a Fair-
banks-
Water S
■ Morse Automatic
ifater $p*tan for only
£3
SB
m
Farmers say the worm is turning
—turning, they say, from cotton
leaves, over which they have ex-
ercised masterly- mastication and
expectorated into the cotton mid-
dles, to the staunch boisd’arc along
the turningrows and are eating the
leaves off even with the limbs.
Robert Mitchell says he was pass-
ing Tom Bennett’s farm the other
dnv and was stopped by a strange
round emanating from the cotton
field. Looking close, he observed
two army worms on each end of a
grasshopper's fiddle leg sawing
down a stalk of cotton. Far from
denying the story, Mr. Bennett goes
farther and says that the other even-
ing he was sitting reared back read-
ing this newspaper when he saw a
slender army worm humping its
way across the pages, and thinks
perhaps it was a fifth columnist
looking over the paper to learn
what kind of poison farmers would
try next.
Guesses continue to roll in on the
number of bales of cotton that will
be ginned in Deport this season. The
OOD
ULF
lAS
OIL and GREASES
Qtrick-Efficient
6ARA6E SERVICE
We can save you money
on your motor troubles.
95#
Of All Business Failures are Non Adver-
0 tisers According to Bradstreet
Mr. Business Man
How Does Your Advertising
Compare with the Average?
An average of 3.1 per cent of all gross sales is usual and
correct for advertising expenditures for successful retail
stores, according to figures compiled by the Harvard Bu-
reau of Business Research and Northwestern University
of Business Research. This average was compiled from
figures showing a percentage range from 1.5 for general
merchandise advertising to a higher percentage for fur-
niture advertising.
Your Local Newspaper is Your!
Best Advertising Medium
AFFORDING A MORE COMPLETE COVERAGE OF
THIS TRADE AREA AT LESS COST
You may supplement but you can’t substitute advertising
it covers the field at one cost
" • •• ' ■
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The Deport Times (Deport, Tex.), Vol. 33, No. 33, Ed. 1 Thursday, September 18, 1941, newspaper, September 18, 1941; Deport, Texas. (https://texashistory.unt.edu/ark:/67531/metapth901921/m1/4/?q=+date%3A1941-1945: accessed July 16, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Red River County Public Library.