4 E
THE OMAHA SUNDAY BEE: SEPTEMBER 29, 1912.
i
NEWSPAPERSJELL AUTOS
i Advertising Manager of Big Manu
facturer Tells His Experiences.
(gets FAB, BETTER RESULTS
Ko Other Mediam Reaches the Bol
r Ma Errjr rjy of ke Year
aa Does the News
paper. ( "Once more we have proven to our own
' satisfaction that newspaper are the
best selling medium for automobiles,"
! eays Lucius S. French, secretary and
advertising manager of the Henderson
'Motor Car company, Indianapolis, Ind.
"Some days ago wa shipped our first
'1913 demonstrator to our Philadelphia
distributing house. Of course, we knew
1 that our comprehensive newspaper ad
vertising In all the big centers, when
' we announced the car, would have Its
.effect, but we-were surprised at the re
sult ' ' '
'; "In a few hour after the car had been
unloaded In the Quaker City, R. P. Ken
i derson. vice president and general man
'aster, received the following telegram:
'"Henderson arrived. First demonstra
tion hour after. Sold two cars, and both
'traceable to newspaper advertising. Con
, tratulatlofis.'
V "This Is Indeed gratifying to us, for
' we have staked 'our reputation on the
'worth of the newspaper as a medium over
J and above 1 other avenues of advertising
a motor carl "
, "Automobiles are not mall order prop
ositions. The only place that the manu
facturer can hope to dispose . of his
product is within the radius of his dls-
? tributing houses or branches. The news
paper appearveven days a week. The
magazine comes out once a month. jAr.
Business Man is more Intimately ac-
fqualnted with his dally paper, and for
this reawn we consider the newspaper
an Incomparable medium.
"When buying space in the newspaper,
we buy circulation in the particular stone
desired. If we use the magazine we buy
vast quantities of circulation In the ter-
ATJTO ADVERTISING MANAGER
- BOOSTS NEWSPAPERS.
i v
f m
r
HENDERX'V noTURCflW CO.
ritory In which wa are not represented
and which we cannot hope to realise on,
at the time of the appearance of ' the
advertisement
Believes In Newspapers.
"We are firm believers In the news
paper and the early returns substantiate
our beliefs. It is our opinion that every
successful motor car of 1913 must be
extensively advertised In the newspapers.
We have found that there Is no other
medium that will extend the co-operation
which we get with the daily visitor
to the home and office. ' Automobile
advertising Intended to make real and
Immediate sales, should be conflned to
the salesroom xones. '
"It Is an economic mistake to spend
money on a man on whom your own
sales eyatem cannot call personally. Get
ting the tangible orders is Intrusted to
the salesmen, backed by the peruonal
Intimate appeal of their own daily news
papers. "While. I have no desire to en
dorse to the uttermost one medium over
another, I am frank In my belief that
the most universal appeal can be made
through the newspapers. The Hender
son company and Its distributors) and
dealer representatives will continue to
advertise in the newspapers' exclusively,
thus concentrating our entire efforts on
the particular markets where tne Hen
derson Is being Introduced and establish
ing Itself on a firm basis.
"The newspapers have proven that they
will extend co-operation. The concrete
example of this Is the dally Increase in
the correspondence that Is pouring Into
our sales department and the fact that
it has already, been necessary since the
date of our announcement of the 1313
Henderson to double the production of
the car for this year that we had de
cided upon previous to making our 1913
declaration to the public and the trade.
"The Henderson advertising will be
confined to the newspapers for we
know that they will deliver their rated
horsepower." ,
Officials Testing Marlon Cars.
As an evidence of the thoroughness
with which the officials of the Marion
Motor Car company are watching the
new 1913 cars at the factory, the heads
of the engineering and manufacturing
department. have recently been taking
the nnw chassis out and running them
over the roughest roads around Indian
apolis. Every Marlon car before being
painted and receiving Its body is driven
at least 100 miles by the teat crews, but
Factorv Superintendent J. B. Meyers,
Chief Engineer M. B. Morgan and vari
ous department heads have been driving
the test cars from time to time In order
to know that the cars are coming through
just as they should.
Tip Was Good.
Breathlessly he rushed Into the lawyer's
office. "My next door neighbor is learn
ing to play the cornet," he exclaimed.
"The man Is a public nuisance. What
would you advise me to do?"
"Learn to play the trombone.", replied
the astute lawyer. "Ten dollars, please."
Philadelphia Record.
AUTO GR0WTH1S MARVELOUS
Remarkable Feature of World's
Commercial Progress, ,
GOVERNMENT GETS STATISTICS
Registration of Gasoline Passenger
Cars Between January and July
Has Been 859,868 in the
Inlted States.
While the growth of the automobile
irt America is universally regarded as
one of the most remarkable features of
the world's commercial progress, few
persons "ave any definite idea of the
exact figures which represent this amaz
ing Industry. Each successive year seems
to astound, not only the public, but the
manufacturers themselves.
At the beginning of the present year
the United States government and many
commercial bodies allied with the In
dustry, announced figures that would al
most seem to have marked the zenith of
production and use of the motor car; but
it appears that from a very exhaustive
and comprehensive article published In
the Automobile we have, even as yet,
only scratched the surface.
Per Cent is Eiormau,
The average percentage of Increase In
the registration of cars in the United
States for the last six months was 24.1
per cent, a compared with 39.6 per cent
for the entire year preceding January,
1911. At this rate, the percentage for the
twelve months between January 1 and
December 31 1912, would be 49.2 per cent,
or an Increase' over1 the twelve- months
preceding January 1, 1913, of nearly 10
per cent ';i '
The total registration of gasoline pas
senger cars between January and July
this year has been 859,858 for the entire
United States. This is 18.8 per cent in
crease over 1911. Between July 1, 1911,
and July of this year, the American man
ufacturers produced 252,569 cars of all
sorts.
An estimate based on the most con
servative and accurate figures obtain-
"
-,:tv'
ep ,'''"':
Delivery the Day You Buy
READY that is the word for the
Studebaker car. ,
Ready far ddfvwy, ready for service ready
every day to prove to you its thorough efficiency,
and its up-to-the-minute perfection of workman
ship. ' ' ;
It it ready TODAY becauso tha big Studebaker organi
ration, with tha greatest equipment for car building in the
world, has kept itself in readiness to supply an extradrdi
nrnry demand. , v
It is ready because the Studebaker system of car-build-
: lag guarantees that each car is finished in an up-to-date
manner, with the best that immense resources and the
highest skill can put into k.
Sixty years of business experience are concentrated in
Studebaker carp,
We regard all seasons as equally important so 'far ftS
quality and efficiency are concerned we add every im
provement as soon as practicable, so that the name Stude
baker always means a modern car a car you can be ear
of in every way.
Remember that we ourselves make every part of Stude-,
baker cars so that we know what is in them and we ,
know what you can get out of them. Our reputation rests
on the workmanship in every Studebaker Car end on your
, complete $atisfactlon in the ut of it. . '. . i
The national 6tudebaker Service is worth thinking 31 factory
branches and 3500 equipped dealers art part of the big organization and
the big stand by -the -owner system behind the car. Their service
means quick delivery to you of any needed part
All we ask is that you see Studebaker Car before you buy.
STUDEBAKER CARS
(Niekil mr Brat TrimnmJ)
STUDEBAKER (fansers)
Roadster - ,
Touring Car -
Utility Car f
Delivery Car .
'20"
' $758
- 800
800
- 800
STUDEBAKER (K.M-?)
Touring Car -
Detachable Demi-Tonneau
Roadster "
'30'
$1160
. 1109
1108
AD prica f..b. Detroit Top, WloJihield, Prt04Jt Tank awl Speodeaicter, Extra.
Sea our dealer. You can get prompt delivery. Oar Art Catalog mailed on reqaett.
THE STUDEBAKER CORPORATION DETROIT, MICHIGAN
E. R. Wilson Autemobile Co., t T Studebaker Corporation of America,
, Soiling Agnt tor Omaha anl:"Vlciriit
! 2010-12-14-16 Harney Street, Omaha.
Distributors, Omh Branch,
2020 Famam Street
Studebaker Dealers:
Alnrworth. Neb.Thos. E. Reeves. .
Albion, Neb. Redler & Browner.
Alma, Neb. Alma Auto Co. ' ' '
Arapahoe, Neb. A, Benjamin.
Arlington, Neb. J. C Blackburn.
Arthur, Iowa Arthur Auto Co.
Ashland, Neb. M. W. Urch.
Atkinson, Neb. John Nelson. ,'
Auburn, Neb. J. A. Mastln.
Aurella. Iowa J. 8. Mu miner t.
Beatrice, Neb. Wheaton Automobile Co.
Beemer, Neb. Bogenhagen ft Young.
, Benkelman, Neb. Mid-West Garage.
Blair, Neb. Warrick Brothers.
Bloomfleld, Neb. Bogenhagen Auto Co.
'- Bralnard, Neb. J. A. Sypal
Broken Bow, Neb. Broken Bow Auto Co.
Brule, Neb. Kilgore & Dearlng.
Calloway, Nob. Carothers A fiherret
Clarinda. Iowa Clarinda Hdw. Co. .
Clay Center, Neb. W. P. HerteL
Coiunvbus, Neb. Held Auto Co.
Cordova, Neb. C. E Emerson.
Dannebrog. Neb. Peterson & Clauren.
Penlson, Iowa Denison Auto Co. ,
Iort!hester, Neb. J no. Preeouf.
Duncan, Neb. bolus Tryba. . . s '
Earling. Iowa tieorse J. Kohles.
Edgar, Neb. S. I Overturf. ' ' .
Fairmont, Neb.-4-Brown Auto. Co. .
Friend, Neb. Heagney Auto Co. ; !
Fullerton, Neh. T. M. Slieaff ft Son. '
Orand Inland, Neb. Henry Stratman.
Oretna, Neb. W. M. Ktjrhtmeyer.
Harlan, Iowa J. Hv Deen.
Hartlngton. Neb. A. F. Suing.
Hastings, Neb. Stephen Schults.
Hebron, Neb. Ahlschwede Imp. Co.
Herman, Neb. Sohenck ft McDonald.
Holdrege. Neo. Western Motor Car Co.
Hoisted), Iowa Bertelsen ft Olenny.
Humboldt, Neb. -Slama Auto Co..
Inavale, Neb. Waldo ft Wonderly. t
Leigh, Neb. Leigh Motor Co.
Lexington, Neb. Rosenberg Hdw. Co. '
Lofton, Neb. H, Damme.
Lyons, Neb. McMonles A Mowrer.
Marquette, Neb. Sandln Auto Co.
Marcus, Iowa Colltns-Trelnen.
Meadow Grove, Neb. H. L, Kindred.
Mlnden, Neb. C. Hove.
Morse Bluff, Neb. Cherney-Watson
Lbr. Co.
Neligh, Neb. Hunt Brothers.
Newman Grove, Neb. W. K. Harvey.
Norfolk, NeuKice. ft. ailUs.
North Platte, Neb: Burke Auto Co. ;;
Oakland, Neb. C. E. 'Anderson. r.
'Omaha, Neb. H R. Wilson.
Onawa.. Iowa Baboock ft "Mathtasen.
Osmond, Neb. Osmond Auto Co.
Palisade, Neb Smith Brothers.
Panama, Neb.-'-Hitchcock Auto Co.
Pierson, Iowa V. F. Ntcolls.
Plattsmouth, Neb. A, P. Chriswisser.
; Randolph, Neb. R. A. Nance.
Ravenna, Neb. John Thiessen. -Red
Oak, Iowa Rumsey Rubber Co.
Sargent, Neb. Elliott Brothers.
Reward, Neb. Franklin Motor Co.
Btromsburg, Neb. Stromsburg Auto Co.
Tobias. Neb. W. E. Mead.
Uehltng, Neb. Larson Brothers.
Verdigre, Neb, Chaa. M. Juracek.
Wahoo, Neb. Brendenberg Garage.
Walnut, Iowa Ed. D. Burke ft Son.
Wausa, Neb. Wausa Garage.
Wayne. K'eb. M. E. Way Auto Co
Winside, Neb. Brune Auto Co. '
Woodbine, Iowa Do Cou Auto Co.
Wood River, Neb. A. C. Murphy ft Co. '
Tork, Neb. Marshall ft Oppfelt
Valentine, Neb. J. O. Brown,
eqango, Neb. C werts,
able' indicates that there are at present
In use in the United States &0.000 auto
mobjles In service, allowing 8,858 as reg
istered In duplicate. During the last
six months there have been registered
in all of the states 31,574 commercial
gasoline vehicles and 82,000 electric
vehicles, at a total registration fee of
14,769.873.
Among the states, New York still re
tains the lead in the number of regis
trations, with a total to date of 92,407, a
gain of 8,438 pun since the first of the
year.
California Is the next In line, showing
the tremendous Increase of 19,401 between
January and July this year, and a total
of T8,B.
Cadillac Will Make
. 15,000 Cars for 1913
According to E, C. Howard, sales man
ager of the Cadillac Motor Car company,
the 1913 season, Just starting, promises to
eclipse all of the company's past records.
VWe manufactured and marketed 12,000
1912 models," said Howard, "and have
consummated plans to make 15,000 cars
for 1913.. Every one of the 13,000 cars has
been contracted for by our dealers
throughout the world.
"Never In the history of the company
has the enthusiasm of our dealers and
individual buyers been so keen at the
opening of the season,
"The . interest shown by prospective
buyers in the characteristics of the new
models, prominent among which are the
larger engine with resulting increase of
power and the simplified electrical sys
tem which embodies automatic cranking,
lighting and Ignition, is evidenced by
their unusual activity in placing orders
early."
CroM-Conntry for 19 IX
For 1913 the Thomas B. Jeffery com
pany announces the Cross Country model
in five different body styles, all on the
same chassis, embodying the new unit
gasoline and electrio motor. The body
styles include the five-passenger Cross
Country at 11,700; four-passenger Cross
Country. H.TOO; the Cross Country Road
ster. $1,650; tha Sedan for four passengers,
all enclosed, 12,500; the Gotham, a five
passenger limousine with two extra cab
seats, 12,760; and a Special touring body
for five adults and two children, J1.900.
R-C-H COMPANY TURNS
UT LUXURIANT COUPE
With the season for closed cars at
hand the R-C-H corporation announces
a new coufie for which a popularity in
keeping with ' that gained by other
R-C-H models can safely be predicted.
The new coupe Is one of the , most at
tractive cars of this type ever mar
keted. The body, built to accommodate
three persons, is very roomy and hand
somely finished.
The standard R-C-H color scheme,
red and black,, la continued in the
exterior finish, whle the Interior up
holstering is a beautiful dark gray whip
cord. Each window is provided with
silk shades to match the upholstering,
giving the whole a very rich and at
the same time a very serviceable ap
pearance. The body is mounted on the regular
R-C-H "110" wheel-base chassis, as In
the touring car and long wheel-base
roadster. The equipment is as gen
erous as in all the R-C-H 1912 models,
Including, as : It does, five electrio
lights with 100-ampere hour Exide stor
age battery, 32x3V4 non-skid tires, all
around, Warner autometer, and demount
able rim. On the rear deck' U mounted
a twenty-slx-gallon gasoline-tank and a
large trunk with ' a slip cover. With
each car a patented locking tire holder
and extra demountable rim Is also fur
Gives Ford Credit for
Aiding Auto Industry
George M. Dickson, general manager ot
the National company at Indianapolis,
gives such builders as Henry Ford credit
for doing the automobile Industry a treat
good. '
When asked what he meant by,, such a
statement. Dickson replied:
"When the automobile was first Intro
duced, meeting with less favor in small
towns and rural districts, naturally, than
in the large cities, many people were
dubious. The result was that they would
not risk much money on their first car.
If one bought a Ford, as many did. he
was happily surprised and satisfied and
became an active motoring booster. Then,
when the time came to graduate to a
car of more power or greater capacity,
he was willing to do so, confident that
the automobile was a success. (
"Suppose that these thousands of first
owners had been disappointed and found
that the first cars they owned were fail
ures. The result would have been that
the entire 'industry would have been, 'set
back' several years.
"1 believe that 1913 Is going to be the
biggest selling year of tho motor car in
dustry. People are generally motor-educated.
I also believe that this year will
mark distinct changes in the buying pol
icy of the public r
"I class cars as being on the extreme
left side of the road, running from the
low-priced car up to the car of greatest
quality and service In the middle of the
road, and extending to the car of exor
bitant price on the right side. From both
s'des of the road I believe the buyers
are edging toward the middle.. The man
on the left wants a bigger car and the
man on the right sees he can buy the
same service at less money."
ma f ' 'ift.'Wd&sT- e T-Qiiv ijupv-jsr': . j. j?t . t "srr m v -r w W'jp ..m m
This New Maxwell with long stroke, self-starting
motor. A stroag, speedy, carefully equipped ear W "
88
' This strikingly attractive four-cylinder,
22-horsepower Maxwell Roadster
breaks all precedents for the tremendous
value it offers. Popular at first sight,
it already is recognized as the simplest,
best built, most stylish, low priced, high
grade runabout in the world.
Never was such rigid, staunch, mas
sive construction put into a car of mod
erate price. In every way it conforms to
the Maxwell standard of high efficiency.
It has all the attributes of the larger '
world-famous Maxwells, and in addition
is wonderfully cheaper to maintain,
Foremost and unparalleled is its price
of $785, f. o. b. factory, fully equipped,
including self-starter. -
The buyer of this car gets a REAL
automobile; not a cheaply finished
tinny, rattling contraption. This alone,
should command buyers' careful inv
Equipment
Includes:
spection.
Self Starter, Gas Tank, Top, Top Boot, Windshield Five Lamps
and Horn, Tool Kit, Jack, Pump, Tire Repair Kit.
EVERY MAXWELL IS STRONG, EASY RIDING AND STYLISH
Maxwell "30" Self Starting Touring Car $1,148
A Car
Long
Ago
Made
Fam
ous.
Power, sturdy construction, relia
bility, simplicity, style, easy riding and
complete equipment these are the tea-,
tures of the "30" which have given it
undisputed leadership and made the
"30" the most popular family touring
car in the United States. These are the
features that enabled tha Maxwell to
win the Glidden Tour and the National
Touring Championship, making the only
perfect team score in the notable run ,
from New York to Jacksonville, Fla.,
and defeating teams of cars costing as
high as $6,000. Only the vast pur
chasing power and quality producing far
ciltties of the United States Motor Com-
pany make It possible to build and sell
the Maxwell "80" touring car for
$1,145, and the "30" roadster for
$1,110. 1
Compare the specifications of the
"30"' with those of other cars at about
the same price and you will readily see
where the greater value exists.. Couple
this comparison with the Maxwell's
public record for reliability, speed, hill
climbing and long life and your choice'
inevitably will be the Maxwell "30.
Maxwell cars stay new and yield efficient service longer than any other car
Maxwell "40" Touring Car, $1,678
' Truly
a high .
car
priced
Beauty, luxury and comfort have been developed to the utmost in the band
some Maxwell "40." Every refinement, every detail is the very, latest. Nothing
that would make the Maxwell "40" better has been spared or emitted. .,
Its style, body design, chassis construction and equipment are right up-to-the-minute,
embodying the best ideas of the most popular French models. '
." "Maxwell cars have always represented the greatest 4 value among firatrclass
automobiles of moderate price. They have always distinguished themselves in
gruelling contests , where endurance qualities and stamina counted. Maxwell -touring
cars won last year's Glidden tour more completely than it was ever won be
fore with 100 per cent efficiency record. They hold the world's speed record. In.
their class. They enjoy undisputed championship in every way.
This year, in addition to an unequalled record of achievement, the MaiwelV
"40" possesses a measure of style, fashionable design and luxury of appoint;
ments unapproached by any car of Its proportions at any price. Larger In every,
way, more powerful, with every equipment need supplied,, this greatest of all
Maxwells and peer of all moderate priced cars, sells for the remarkably low- price
of $1,675, fully equipped. Including self-starter, f. o. b. factory. Roadster only,
$1,625. See it and you will be amzed at its price, ride in It and you will buy It
i
United Motors Omaha Xlompany
Factory Branch 2118 Farnam Street