THURSDAY, JULY 30, 1931.
PLATTSMOUTH SEMI - WEEKLY JOUBNAX
PAGE TTTRE1
I Cbc plattsmoutb journal
PUBLISHED SEMI-WEEKLY AT PLATTSMOUTH, NEBRASKA
Entered at Postoffice, Plattsmouth, Neb., as second-class mail matter
R. A. BATES, Publisher
SUBSCRIPTION PRICE $2 00 A YEAR IN FIRST POSTAL ZONE
Subscribers living in Second Postal Zone, $2.50 per year. Beyond
600 miles, 13.00 per year. Rate to Canada and foreign countries,
J 3. 50 per year. All subscriptions are payable strictly in advance.
The hope of the world powers is
that everything soon will be Teuton
right.
:o:
The Fascists probably think that
their salute gives them tbe upper
hand.
:o:
"Sweet Adeline" is still the bottle
hymn of the republic, regardless of
prohibition.
:o:
The fellow who hated to attend
class while in college now has a wife
who gives him a lecture nightly.
:o:-
One of the dangers of traveling the
highways of Nebraska is being dump
ed into a ditch by a one-eyed auto.
:o:
Depression has hit some sections so
hard that farmers no longer put out
scare crows. They know crows will
not believe them.
:o:
"Prosperity is just around the cor
ner," says a Pollyanna circular from
Wall street. Yes, it has been there
for quite a while, we've been told.
What President Hoover hopes will
result from the disarmament confer
ence, as we see it, is that the powers
will greet each other with open
arms.
:o:
Lenz and Culbertson, bridge ex
perts, wrangling as to the merits of
their systems, plan to settle it out
in a game. They'll lay their cards
on the table, as it were.
:o:
Speaking as people unaccountably
do now and then, of the Omaha base
ball club, a local sports lover com
plains that men now fly around the
world in less time than it takes the
Burch boys to get a man around to
home base.
64T
At Red Crown Service Stations and Dealers everywhere in Nebraska
I
A tip to the unemployed: Learn to
talk Armenian and go out and sell
Oriental rugs.
Experience has taught that the best
way to stop hitch-hiking is just to
let them hike.
:o:-
As regards another World war, his
tory needn't repeat itself. We heard
it the first time.
-:o:
Shame contracts the spirits, fixes
the ramblings of fancy and gathers
the man into himself.
Charity is what some people have
to call for after over-playing faith
and hope in the speculative markets.
:o:
Strange, we haven't seen any re
ports yet this year of anyone frying
eggs for their noonday meal on the
pavement. The season is here let's
hear from you, boys.
:o:
H. T. Chase, of the Topeka Capital
brings up a question we're all inter
ested in: When Mr. Rockefeller says
he hopes to beat a hundred, does he
mean his age or his golf score?
:o:
Leon Trotzky, although exiled from
Russia for more than two years, re
mains loyal to the principles of So
viet government, he declares. "I shall
never desert you, Mr. Micawber."
:o:
For a splendid piece of paving at
any speed U. S. No. 30 west from
Ames to Columbus can't be beat. No
rail crossings and easy curves, all of
them like that through the Wiles
farm, make the sky the limit so far
as really dangerous speed is concern
ed on the open road. When traffic is
thick or trucks numerous well, that
is a different story.
FINDING
MONEY"
Less time and less gasoline used up on
every trip extra furrows from each plow
ing day a shorter time with the threshing
gang on your payroll!
These are a few of the advantages of using
new RED CROWN ETHYL.
Add the greater economies from smaller
repair and overhauling bills and we think
you'll agree with the customer who re
marked that "Using new Red Crown Ethyl
is like finding money.9
For pick-up, power and economy in
truck, tractor and passenger car there is
no substitute for new Red Crown EthyL
STANDARD
OIL COMPANY
OF NEBRASKA
A Nebraska Institution'
Ina Claire, movie actress, seeks a
divorce from John Gilbert, movie ac
tor, on the grounds of "mental cru
elty." Why not call it a busted ro
mance, and let it go at that?
:o:
Those who are satisfied to keep
Billings and Mooney in prison because
they are "dangerous characters."
seem to overlook the fact that the
original charge was something else.
: o:
A Kansas City hostess was quite
effectively rebuked by a guest as she
served the cold consomme the other
night. The guest said he always
I preferred his jello dessert at the end
of the meal.
-:o:
Local Catholics are looking for
ward to next Sunday's picnic and
recreation program at Naeve's park.
The Plattsmouth band and one from
Omaha will play during the afternoon
and evening.
:o:-
Mahatma Gamlhi says as soon as
he arrives in London, he's going to
present Britain a bill for six million
dollars. Britain, knowing what to
expect, may proceed with the ar
rangements for the welcome.
-:o:-
Nothing is tougher in life, as far
as we know, than for a small boy to
be good all day on the promise of a
swimming excursion in the evening,
only to have company drop in and
postpone the swimming party.
:o:
We gather from fragments of his
remarks, that John McGraw thinks
the umpiring in the National league
this year is pretty bad, but we can't
tell whether he thinks it's worse than
it was last year, or just no better.
-:o:-
H0T HOTTER H0TEST
June temperatures were the high
est average recorded in years; then
came July with other hot days now
August is just ahead of us. What kind
of weather it will bring we know not.
But we are sure everyone would ap
preciate at least a little respite from
the extreme heat. A good, slow rain
would help things wonderfully and
"save" the corn crop, that is begin
ning to burn here and is badly dam
aged further north in the state.
We can't control the weather
and must take what we get. But it
is permissable to wish for the things
we want whether it does any good
or not.
TYING THE NATION TOGETHER
The process of tying every part of
the United States to every other part
of the United States by means of
modern, hard-surfaced highways is
going on more rapidly than ever be
fore. It is a big program for this is a
big country. But we only have to
look back a few years, to the days be
fore the automobile, to realize what
tremendous progress has been made.
One would have to go a long way
into the back country these dayB to
find a main-travelled road as bad as
even the average highway was twenty
years ago. Where today is there a
main road that is not passable for
teams in any feather? There used to
be thousands of them in which the
farmers' wagons would be mired hub
deep in the spring and defy all ef
forts of horses, mules and oxen to
move them.
It has cost us something to build
our national system of highways, but
the result has been worth the cost.
Some states have built more roads
than others, but every state is doing
its share. This year the greatest in
crease in highway expenditure is
being made by Louisiana, with a
$1 1,950,000 road budget for 1931 as
compared with about half as much
last year. All told, states, counties
and the Federal government are
spending $259,897,00u on roads this
year. That is only $15,600,000 or
so more than last year. New York,
naturally, is spending the most, a
hundred and fifty-three millions,
with Pennsylvania, second. Sixteen
states are spending less on roads this
year than last, 32 of them more.
One noticeable result is the great
ly increased freedom of intercourse
between all parts of the nation. The
people of one section no longer re
gard those of others with suspicion,
as strangers. It is probably true that
the majority of Americans have trav
elled farther from their home com
munities, seen more of the rest of
the world outside their local boun
daries, than have any appreciable
proportion of the people of any other
country. That alone will, in time,
make us a broader-minded, more cul
tured people than is to be found any
where else.
:o:
OKLAHOMA IS CHALLENGED
Odds of the Red River bridge con
troversy between Texas and Okla
homa have veered sharply in favor
of the former commonwealth. Okla
homa may have its old Spanish trea
ties which give it jurisdiction on the
Texas bank of the river, as Governor
Murray of that state has announced.
But Oklahoma had better watch its
step, none the less. For Texas has
something else. It has its rangers,
who seem to know a thing or two
about the use of firearms. Oklahoma
marksmen may feign skepticism, but
the Texas rangers seem to have the
edge in marksmanship. Ranger Goss
rips off the edge of a playing card
at twenty paces, firing his pistol up
side down, while Ranger Hickman,
nonchalantly shooting from the hip,
picks off eighteen out of twenty
matches at half a hundred feet.
What Rangers Goss. Hickman and
their fellows could do to those old
Spanish treaties once they were flour
ished on the southern bank of the
stream, any Oklahoman with a fair
amount of imagination readily can
see. If necessary. Ranger Goss or
Hickman could close his eyes, turn
his back on Oklahoma, shoot over his
right shoulder and across the river to
clip the enforcement clauses from
those treaties lying safely locked up,
it is presumed, in the capitol build
ing vaults at Oklahoma City.
But no matter where they are, the
treaties wouldn't be safe with Rang
ers Hickman and Goss around. Okla
homa had better retreat to a new de
fense position.
:o:
Paving of approaches leading to the
new viaducts on V. S. No. 75 north
of this city will not be held up until
next year, it is said, but commenced
in the near future. The type of earth
used for the fills and the rigid re
quirements of rolling each thin layer,
eliminate necessity of long waits for
settling. At the same time the road
north from the Platte river bridge
will be paved in sections, using Quick
Set cement, so that traffic will be in
terrupted the least possible length of
time.
:o:
The dry weather has dried up a
lot of lawns that might have stood a
splendid chance of winning prizes in
the Better Gardens contest. Everyone
can't afford to use water extensively
for lawn-soaking in the hope of win
ning a mere prise. Too bad the ef
forts of those hard-working folks to
help improve the appearance of our
town cannot be rewarded equally
with the ones who can pour a stream
of water on their efforts and keep it
green until after judging has taken
place.
A MESSAGE TO MERCHANTS
How do you measure the cost of
your advertising? How do you figure
your rent for a holiday when your
store is closed? Or for the stormy day
when your business drops to zero?
As a matter of fact, your business
determines your rent. It is 4. 5 or 6
per cent of your volume. That is
exactly the basis on which you should
figure your advertising.
Never charge your advertising ex
penditure against the particular item
that you advertise today, tomorrow,
next week, or any time, because, if
you do, you fool yourself and inter
rupt your action. Many retailers who
were doing the right thing, at differ
ent times, have stopped because they
failed to figure their advertising in
the same manner as they figure rent
and all other overhead.
The retailer who does $50,000 a
year should be keen to invest $2,500
for the purpose of increasing his vol
ume. On a volume of $100,000, he
shculd invest $5,000. The retailer
doing $200,000 should invest $10,000
to hold what he has, and to secure
additional business. 5 per cent is
normal. You should be eager and de
termined to invest that much to force
an increase.
But wJiat is the habit of most re
tailers? They start out with the in
tention to do things, and then they
are moved by moods and whims, and
they cut corners, and when they slide
by a month or two, or a season, with
out spending much for advertising,
they congratulate themselves on hav
ing saved money, actually believing
that they did save it because business
did not fall off, or because the other
fellow's business may have fallen off
equally with their own. They lose
sight cf the fact that intensive effort
would have given them enough more
business to make the 5 per cent in
vestment to get the business highly
profitable.
It's funny, Mr. Merchant, you un
derstand ycur rent, your payroll and
other expenses, because they are fixed
and you can't juggle with them, but
you sight tight on the very thing that
is likely to be instrumental in doub
ling your profits.
When a manufacturer wants to do
more, he puts on another salesman to
cover new territory. When you solicit
men who are not now doing business
with you. it amounts to the same as
going into new territory. You want
the business, but you hope that it
will come without expense. You want
it to fall to you. You get your aver
age, but you would do more if you
pressed for it.
Just now the Journal is going into
Iowa on a campaign for business for
Plattsmouth merchants. You can par
ticipate in this campaign each week
at a small expense and regardless of
what commodity you sell, the cost
of your printed message to our neigh
bors in the "Tall Corn" state will be
far more than offset by the increased
business that will come to you not
all the first week, or the second, but
in a steadily increasing volume as
your name becomes known to the peo
ple of this virgin trade territory.
Don't look for some "fancy" way
to advertise. Don't try to jerk men
off their feet and into the store with
"bang" copy. That kind of copy may
sound good to you; your friends may
compliment you on your clever stuff;
the family and the boys in the store
may like it; but when it comes to
doing business you will find that the
calm, persuasive salesman, whether
he talks or writes, will create the
impression that you want to create in
the minds of the men who are eager
to get their money's worth.
Stick to business, Mr. Plattsmouth
Retailer. Write sensibly give your
ads the proper "punch" no more, no
less. Suppose the time was ripe to
sell Fall and Winter clothing and
you wanted people to come t o you
for it. How would you write your
ad what would you say and how
would you say it? Would you write
one of those "corking-good" ads or
would you strive to make your mes
sage as earnest and convincing as the
one we are now writing to you?
When you advertise shirts or but
ter or prunes you will sell more of
the commodity advertised than you
are in the habit of selling, but you
may have an idea that you should
have sold a great many more because
of the cost of the ad. You fail to ap
preciate that the new customers that
your shirt butter or prune ad
brough in will be good for other mer
chandise. You have in mind salesmen who
called on you for some time before
they succeeded in doing business with
you, and now you are doing consid
erable business with them. They
stuck until they got you, and you can
do the same thing in your own way
right here in Plattsmouth. In not
doing it,you keep yourself from mak
ing more money. You need take only
a small percentage from your com-
jpetitors to give you a decent in
j crease.
You sell a hat to a new customer,
or a few yards of dress goods to a
lady who's never been in your store
before, and either of these may grow
to be' worth $100 or $200 a year to
you. You hold on to him (or her)
for several years. The profit on that
one new customer will pay the cost
of moderate advertising for weeks to
come as an aid to securing many
more. One, and then another, be
comes a friend of your store. In the
course of a year you have added quite
a number to your group. Daily, week
ly, monthly, your volume grows larg
er. This is what WILL happen when
you keep active!
Now. tell me. what are you afraid
of? What is it that you don't see
clearly? It doesn't do for you merely
to agree with us. What we want to
know is that you will give advertis
ing a fair trial that you will do
your share in reaching out after new
business
The number of new customers that
can be secured through persistent ad
vertising may give you a 25 per cent
increase in business this fall and win
ter which is a lot more pleasing
than to face prospects of a decrease
in volume these hard times. But if
you are afraid if you are timid
then there is nothing we can do to
help you.
Count the people in this trade ter
ritory. Figure how much they spend.
How much of their money are you
getting? We have given you a pretty
good understanding of the co-operation
you may expect from us. Dig in,
and let's go to it and work together
closer than ever before during these
depression times, to bring new busi
ness to Plattsmouth and hold all
the old business here.
You can begin right now by call
ing us up and saying. "My ad is
ready! "
HIGHWAY GIVEN DESIGNATION
The route between Omaha and St.
Joseph, Missouri, down the east side
of the river, thru Glenwood. Sidney,
Hamburg, and "below-the-line" Mis
souri towns has been given an offi
cial designation and will hereafter
be known as No. 275, being thus
marked.
Recently, when towns along that
route held a meeting to discuss plans
for having their new paved route
'put on the map," sorre Nebraska
communities got scared lest they lose
V. S. 75, the Galveston to Winnipeg
route, which passed thru here and
over which the caravan of southern
city autos passed today.
The result of this agitation, as
announced last week, proves their
fears were groundless. Also, fear of
traffic taking that route in preference
to the Nebraska side is rather far
fetched. Right now a lot of people
are driving that way, because of pav
ing and viaduct work on U. S. 75
causing many detours all along the
route, which passed thru here and
ner south of Auburn.
When the work is completed, mo
torists will flock to this paved route
in preference to Iowa's 18-foot con
crete slab and the one-way traffic
pavement along portions of No. 27 5
in Missouri. Driving over 9-foot
pavement on a two-way road is Just
about like having no pavement at all,
when weather is bad and slippery
conditions prevail.
:o:
LARGER PARCELS PERMITTED
The Post Office department is per
mitting the mailing of larger par
cels so large that there are now
few things that can't be shipped
clear across the continent by mail.
A decade ago large parcels were
not accepted for transmittal beyond
the rural routes eminating from the
towns where they were mailed. Then
the bars were let down and a couple
of "zones" included. Now, if you
have the price, you can mail big and
bulky packages to California or New
York.
-:o:-
Phone your Job Printing order U
No. 6. Prompt service.
NOTICE TO CREDITORS
The State of Nebraska, Cass Coun
ty, 88.
In the County Court.
In the matter of the estate of Ger
trude E. Morgan, deceased.
To the creditors of said estate:
You are hereby notified, That I
will sit at the County Court Room in
Plattsmouth, in said County, on the
21st day of August, A. D. 1931. and
on the 21st day of November. A. D.
1931, at ten o'clock in the forenoon
of each day to receive and examine
all claims against said estate, with a
view to their adjustment and allow
ance. The time limited for the pre
sentation of claims against said es
tate is three months from the 21st
day of August, A. D. 1931. and the
time limited for payment of debts it
one year from said 2 1st day of Aug
ust, 1931.
Witness my hand and the seal of
said County Court this 20th day of
July, 1931.
A. H. DUXBURY,
(Seal) J27-3w County Judge.
Time is nearly up for filing the
truck-license referendum petitions.
Claims and counter-claims make it
uncertain whether enough signers
have been secured at this time to in
sure placing the matter on the ballot
a year hence. At any rate it is a
fight to the finish between the rail
roads, who charge subsidy in allow
ing state owned roads to be used for
commercial purposes and the truck
ers who point to the extensive land
grants of other years to the railroads
themselves.
NOTICE TO CREDITORS
The State of Nebras-ka. Cass Coun
ty, ss.
In the County Court.
In the matter of the estate of
John Gomerdinger, deceased.
To the creditors of said estate:
You are hereby notified. That I
will sit at the County Court Room
in Plattsmouth, in said County, on
the 21st day of August, 1931 and on
the 23rd day of November, 1931, at
ten o'clock in the forenoon of each
day to receive and examine all
claims against said estate, with a
view to their adjustment and allow
ance. The time limited for the pre
sentation of claims against said es
tate is three months from the 21st
day of August. A. D. 1931. and the
time limited for payment of debts is
one year from said 21st day of Aug
ust, 1931.
Witness my hand and the seal of
said County Court this 24th day of
July, lt31.
A. H. DUXBl'RY.
(Seal) J27-3w County Judge.
SHERIFF'S SALE
State of Nebraska, County of Cass
ss.
By virtue of an Order of Sale is
sued by C. E. Ledgway, Clerk of the
District Court within and for Cass
county, Nebraska, and to me direct
ed, I will on the 1st day of August,
A. D. 1931, at 10 o'clock a. m. of
said day at the south front door of
the court house, in the City of
Plattsmouth, Nebraska, in said coun
ty, sell at public auction to the high
est bidder for cash the following
real estate to-wit:
Lot Three (3) in Block 50
in the City of Plattsmouth, Cass
county, Nebraska
The same being levied upon and
taken as the property of Cornelius
Mahoney, et al.. defendants, to sat
isfy a judgment of said Court re
covered by Daniel G. Golding. plain
tiff against said defendants.
Plattsmouth; Nebraska, June 2Cth,
A. D. 1931.
BERT REED.
Sheriff of Cass County,
Nebraska.
By REX YOUNG
Deputy Sheriff. j29-5w
SHERIFFS SALE
State of Nebraska. County of Cass
ss.
By virtue of an Order of Sale Is
sued by C. E. Ledgway, Clerk of the
District Court within and f'r Cass
county, Nebraska, and to me direct
ed. I will on the 1st day of August,
A. D. 1931, at 10 o'clock a. m.. of
said day at the south front door of
the court bouse in the City of
Plattsmouth. Nebraska, in said coun
ty, sell at public auction to the high
est bidder for cash the following
real estate to-wit:
The North 140 feet of Lot
Eleven ill) in the northwest
Quarter of the northwest Quar
ter of Section Nineteen 19)
Township Twelve (12), Range
Fourteen (14), East of the 6th
P. M. in the City of Plattsmouth,
Cass county, Nebraska
The same being levied upon and
taken as the property of Sarah Cath
erine Higley, et al. defendants, to
satisfy a judgment of said Court re
covered by Daniel G. Golding. plain
tiff, against said defendants.
Plattsmouth, Nebraska, June 26th,
A. D. 1931.
BERT REED.
Sheriff of Cass County.
Nebraska.
By REX YOUNG
Deputy Sheriff. J29-5w
NOTICE OF HEARING
on Petition for Determination
of Heirship
Estate of Roy Austin, deceased, in
the County Court of Cass county,
Nebraska.
The State of Nebraska, to all per
sons interested in said estate, credi
tors and heirs take notice, that Ogar-
etta Austin has filed her petition al
leging that Roy Austin died intestate
in the State of California on or about
November. 1927, being a resident
and inhabitant of the County of San
Bernardino, in the State of Califor
nia, and died seized of the following
described real estate, situated in
Cass county, Nebraska, to-wit:
An undivided one-fifth inter
est in and to the northwest
quarter of the southwest quar
ter of Section 24, Township 10,
Range 13, east of the 6th F. M.,
Caas county, Nebraska
leaving as bis sole and only heirs
at law the following named persons,
to-wit:
Ogaretta Austin, widow;
Richard Austin, son; Robert
Austin, son; Clea Austin, daugh
ter and praying for a determination of
the time of the death of said Roy
Austin and of his heirs, the degree
of kinship and the right of descent
of tbe real property belonging to the
said deceased, in the State of Ne
braska. It is ordered that the same stand
for hearing the 7th day of August.
A. D. 1931. before the court at the
hour of 10 o'clock a. m., in the Court
House in Plattsmouth, Cass county.
Nebraska.
Dated at Plattsmouth. Nebraska,
this 8th day of July. A. D. 1931.
A. H. DUXBURY.
(Seal) J 1 3 -3 w County Judge.
