The Talco Times (Talco, Tex.), Vol. 6, No. 32, Ed. 1 Friday, September 19, 1941 Page: 2 of 6
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TALCO TIMES
Published Weekly by
Ybn« Pub. Co.. Inc.. 1
The Tmlco
Telco, Texas.
C. HOLLOWAY .
sffaaSM-----
...President
Editor
if.
g&'
SUBSCRIPTION PRICK
Titus, Franklin and Red River
Countie*
ONE DOLLAR A YEAR
Sent Elsewhere the Subscrip-
tion Price is $1.80 a Year
ARIA ftLY IN ADVANCE
as Second Class Matter
March 20, 1986, at the postoffice at
Telco, Texas.
No charge is made for publication
of notioes of church services or other
public gatherings where no admis-
aion is charged. Where admission Is
charged or where goods or wares of
any kind are offered for sale the
regular advertising rates will apply.
FRIDAY, SEPTEMBER 19, 1941
WHY MRS. BILL JONES
IS A CUSTOMER OF
SEARS, ROEBUCK
When Bill Jones’ wife fills out
an order to send to Sears, Roe-
buck it Co., or goes to a Sears
■tore to make 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-
ness is so familiar to her is be-
cause 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 $5i5,113 went for
newspaper advertising. These
figures are supplies by R. L.
liyloe, former Clarksville man,
manager of the Sears group in
Dallas.
“Thif 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
me as an adequate reason whv
the newspapers are consistent-
ly being tied in with our pro-
motional efforts," he explained.
In the light of the foregoing
. statements, it is small wonder
that Mrs. Jones spends part of
her allowance, or chicken and
egg money, with the mail order!
house. The wonder grows small-
er if Mrs. Jones lives in or near
a town whose local merchants
K do not keep her regularly in-
formed about their business and
their merchandise.
But, you may ask, how can a
small, privately-owned business
compete with a great chain store
in advertising? There is an an-
swer for that one, too. The
hometown merchant does not
cater to far-away business. All
his prospective customers reside
within a radius of a few miles
of his business. They come dir-
ect to his store to make pur-
L chases, and he knows their
names and how old their child-
ren are. It is not necessary for
F ‘ him to print catalogs and dis-
p tribute them over his territory;
he does not have to buy high-
priced advertising in a big daily
newspaper to reach Mrs. Jones.
He has a hometown newspaper
that Mrs. Jones reads regular-
ly and the rates for advertising!
in the hometown newspaper arel
much less, so far as the mer-
chant is concerned, than the mail
order business pays to reach
Mrs. Jones. If Sears can spend
one cent to sell Mrs. Jones a
25c dishpan. surely the home-
town marchant can spend one-
half cent to sell the same article.
EDITORIALLY
SPEAKING
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-
man* 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 s 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.
DEAN OF AMERICAN EDITORS ,
PAYS DESERVED TRIBUTE TO
AMERICA’S RURAL NEWSPAPERS
By WRIGHT A. PATTERSON
The rural newspaper is a typical
American institution. It has been
that throughout our history. Rural
newspapers and their adventuring
editors were numbered among the
trail blazers that people the nation
from the Alleghenies to the Pacific
coast. They aided materially in
building our towns and cities. Col-
lectively, they have had and, I be-
lieve still have, a greater influence
on sane American thinking than
any other claas of publications.
Individually, the rural newspaper,
daily or weekly, is an institution
in each community in which it is
and encourages patronage of local
merchants by those living in the
community and on the surrounding
farms. It supports the schools
churches, clubs, whatever makes
for cultural growth and social en-
joyment. It does these things week
after week, year after year, without
any blare of trumpets and without
expectation of commendation.
Individually, rural newspapers
are serving more than 10,000 Ameri-
can communities. Their collective
effort and influence makes of us a
better, stronger, more prosperous,
more cultured nation. Through
them will be preserved that philo-
sophy of government that has given
Ain't that Sump’n
By NUMBER SEVEN
published. It is the steering wheelj us our American way of life. Col
that directs the activities of the j lectively, they speak for more than
community, and the carburetor that j one-half the people of the nation,
ignites the spark of energy and pro- individually, each is the voice, the
ductivity. It makes people of the1 eyes and ears of the community it
community—of the town and sur- serves.
rounding farms —a homogeneous' The rural newspaper is an insti-
whole. It causes people of the I tution that deserves well of the peo-
farms to think of the town as their j pie 0f the nation as a whole, and
town, their market place, their so- each one is deserving of, and entitl-
cial and cultural center, and it at- ed to the consideration and support
tracts them to the town. Qf people of its community. It is
In many ways the rural newspa- j deserving of that not only for the
per promotes the community it brief period of Newspaper Week,
serves. It encourages better mer- but throughout all of each and
chandising and better stocks for the every year. It is their worthy re-
benefit of town and farm patrons, presentative.
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 at 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 himself,
but there are times he would dis-
play real virtue by spending it to
please others.
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.
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 from.
Michigan will Use
2-Year License Tags
Michigan’s 1942 automobile license
plates will be built to last two years,
the Department of State has an-
nounced, because no steel will be
available to manufacture new ones
in 1943.
The plates will have at their bot-
toms the numerals “42” to denote
the year of license. In 1943 a steel
strap 1 Vz inches wide bearing the
numerals “43” will be issued to be
bolted over the original numerals.
Blind Quail Puzzles
Texas Game Warden
Everything is about evened up.
When the weather gets very, very
hot we forget the war. When the
war gets very, very hot we forget
the weather.
One begins to wonder whether
we have a nation here in America,
or only a collection of organized
appetites; whether a nation can
survive in a world of dictators when
its people are so much concerned
with what they can get, and so lit-
tle concerned with what they can
give.—Bruce Barton, Congressman,
New York.
Thanks a million to the Clarks-
ville Times, Gilmer morror, Deport
Times, Winnsboro News, Morris Co.
News, Daingerfield and Taleo 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.
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.
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 givea a hundred
grand for a good and worthy cause
is doing a noble business and sure-
ly deserves dpplause. 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 Shy, 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.
BLUSH
First Bachelor:
bride is blushing?”
Second Bachelor: “Blushing, no-
thing. That’s the first flush of vic-
tory.”
Prophet Predicts 33
Snows This Winter
BETHLEHEM, Pa.—Weather Pro-
phet Herbert S. Bickert, who relies
on the August apple sky for his in-
formation, predicts thirty-three
snowfalls this winter.
He took time out from milking
the cows at intervals to count the
ball-shaped clouds moving by dur-
ing the month. Says each one pre-
dicts a snowfall. He forecast thir-
ty-two in 1932 and there were thir-
ty-five. Two years later he foresaw
twenty-nine and the total was thir-
ty-one.
Texas Gave Rewards
to Fighting- Men
As rewarfis to fighting men, the
State of Texas and the Republic of
Texas gave 1,169,382 acres to per-
sons who engaged in the battle of
San Jacinto, to heirs of those who
fought at the Alamo, and for var-
ious other veterans of the Texas
Revolution. Soldiers who served
in the Confederate Army were giv-
en 1,280 acres if they were perman-
ently disabled while in service. The
survey, according -to the State Land
Office, shows that a total of 3,149,-
234 acres were given in recognition
of military service.—The State Ob-
server.
A LINK TO MAKE THE
BOYS IN CAMP HAPPY—
P. S. I’m Sending you • new
Portrait of myself.
Make an appointment for your
new portrait today.
Praytor’s Studio
MT. PLEASANT, TEXAS
Dallas Highway
Your Cotton
Stamps Will
Buy More at
LIDE’S
Dependable Merchandise
MT. PLEASANT
GENERAL
INSURANCE
IT’S BETTER TO BE
SAFE THAN SORRY
Felix Jones
At the Bank TALCO
PROFESSIONAL ANNOUNCEMENTS
J. L. ROMINE, Pharmacist
Your Doctor’s Prescription Accur-
ately Compounded, Day or Night
Romine’s Pharmacy
Crawford & 9th, East Taleo, Ph. 85
Dr. L. B. Stephens
Eye, Ear, Nose and Throat
Specialist
Errors and Refractions Corrected
Glasses Fitted
505-6 First Nat’l Rk. Bldg., PARIS I
Dr. J. B. Ferrell
Optometrist
Specialist in Examinat-
ion of the Eyes and Fitting
Glasses
Office First National Bank Bldg.
MT. PLEASANT, TEXAS
Thos. E. Hunt, M. D.
Eye, Ear, Nose and Throat
Glasses Fitted
503-504 First Nat’l Bank Bldg.
PARIS. TEXAS
/
ANNOUNCING
F & W Service
Humble Products
THOMAS BARR, Manager and Lubrication Expert
L. O. THREADGILL, Attendant
P. A. FENTRESS-ROGER WILLIAMS, Proprietors
Check-Chart Lubrication
Washing—Polishing—Waxing
argue
do the same thing. Mrs. Bill
buys where she knows
~ I is getting and what it
her. Ask her and she will
First Class Service
AGAIN THIS YEAR WE ANNOUNCE
SOUTHWEST CONFERENCE
FOOTBALL BROADCASTS
Again this year, we are privileged to
broadcast Southwest Coni ere nee Football
Games. We hope, through listening, you'll
want to see more games—and to enioy
your football trip most, make sure it's
trouble-free. Go to a Humble station for
service when you start, and fill up at the
Humble sign along your way.
Soldiers in Prise
There is very little crij
the enlisted personnel in i
Navy and Marine Cprps.
ishrnent inflicted is not c<
senring in prison only, f<
crimes and ipilitary offe
also includes something th
caps a person for life, an
a dishonorable discharge. J
privileges and benefits
granted to veterans of wai
diers in time of peace or
dependents by the govern
granted only to honorably
ed soldiers and are never
dishonorably discharged
Every person serving in th
forces should keep in mind
honor that is attached to r
good service to our coun
should not overlook cons:
of the dishonor and shame,
) the *°ss of financial and oth
fits to himself and loved oi
come to one whose service
country is not honorable. 4
orable discharge is a vahiab
ment and a rfiuch-prized poi
It is indeed gratifying to kn
our soldiers are men of si
"W" qualities that very, very few
1 ®ce burdened, hindered and
■ capped for life by a disho
W discharge.
Farmers
We have not forgotten 5-c<
ton, 15-cent corn and 35-cent
However, since these farm
were so low, the American
has accomplished a lot. It hi
done through cooperation i
fanners themselves and a :
thetic President and Congr
Washington. For the first t
20 years, the farmers will i
better than parity prices in
Now, we must work for a fi
nual income for farm famil
order that they may be prh
to enjoy an American standi
living. A good price for a cor
ity is very desirable, but if a
or is not allowed to produce a
cient amount of that commod
earn a fair amount for the ye
is still short of the goal. The
family that is working on the
to earn a living must be encc
ed. Farm ownership must b
couraged in order to reduce
ancy.
Cotton Linters
The Office of Production
agement has admitted that then
likely be a serious shortage ol
^°n linters and is restricting
■>se, except for a very small
■cent, to the making of smok
Jgun powder. The opinion is \
I -pread that cotton can be usee
he making of powder, but c<
fas never been used for that
>ose. A recent discovery will
nit the use of cotton for ma
>owder, but the cost is consid
irohibitive. If the supply of cc
inters is exhausted and a sul
ute is necessary, the governn
vill doubtless turn to wood, |
nd pine for wood linters that i
ie used for that purpose and
ost will be no greater than co
inters. At the same time, it is
reat disadvantage to the farr
ince the wood that is used to m
owder is grown only in that :
on of the United States where <
An is grown.
■ Auto Production
*We will have fewer new ears t
ear and probably fewer still
>42, if this emergency continu
ur country is in a better con
on to stand this reduction th
ost any other country in the wor
fact, the Department of Co;
erce has just reported that mol
hicles registered throughout t
Providing Northeast
Texas with
MOTOR FREIGHT
SERVICE THAT IS
—Fast
—Dependable
—Economical
—Efficient
I northeast
TEXAS MOTOR
LINES
General Office—Paris
J. LOUIS ROBINSON,
Manager
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Hardin, Paul. The Talco Times (Talco, Tex.), Vol. 6, No. 32, Ed. 1 Friday, September 19, 1941, newspaper, September 19, 1941; Talco, Texas. (https://texashistory.unt.edu/ark:/67531/metapth911092/m1/2/: accessed July 7, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; crediting Red River County Public Library.