2 D
THE OMAHA STJTTPAT BES! MAY 20, 191t.
NEWSPAPER BEST
AOTOJD MEDIUM
Hudson XJotor Car Co. Advises
Distributors to Use Daily..
Press to Send Message '
Home, ; ;
"Advertise in newspapers. Use the
newspaper! in preference to all other
formi of advertising at this time, for
the burden of the newspaper message
of today It closer to the people's
hearts." ,
This is the message that has gone
out from the Hudson Motor Car com
pany to its several hundred distribu
tors and dealers throughout the
.United States.
"The minds of the people are
turned toward daily happenings and,
therefore, toward the daily newspa-
Eer. Newspapers are the dominant
iterest of the nation. . 1
"Millions of eyes search its col
umns. Edition after edltior, filled
with history making reports from all
part of the world, come all day long
' from the newspapers' presses. And all
are eager! read. Therefore, Hudson
advertising should appear in them
snore than ever.
"The hotel guest hears the news
paper Jailing through his transom in
tha gray dawn.. Formerly he let it
lie, until he was dressed. . Now he
jumps np to read it The householder
eagerly seizeathe morning paper. He
reads the last edition before retiring
at night Newspaper circulation has
Jumped by thousands. And readers
no longer turn first to the comics and
aport section. World ' events are
more thrilling than any fiction the
magazines can buy have captured the
primary interest of the public
"The newspaper right now Is the
most effective medium possible to tell
tha Super-Six story. Readers now
turn to magazines not for stimula
tion, but for a mild digest of news
they have already learned from the
newspapers. Their minds are not re
ceptive, but digestive, satiated. The
Hudson story will reach them when
the intellect is sparking,
"Hitherto the Hudson newspaper
advertising has not employed illus
trations. Type has been used to tell
tha story, and with truly wonderful
results. But in these intense times the
dramatic appeal is particularly oppor
tune, and from now on Hudson will
employ dynamic illustrations 'illus
tration! with a dramatic interest, pic
taring stirring icenei of Super-Sixes
in some of the record breaking ac
complishment! of the last year."
Dort Distributor Says Car
.t ' Quickly Pays for Itself
"An automobile owned by an alert
and active man pays for itself quick
ly,1 aays George E. Toozer of the
Toozer-Gerspachef Motor company,
Dort distributor!.
"Estimating conservatively, a half
hour each day is laved the typical
business man through the use of his
tar. In the course of a working year
of 312 days this means 156 houri, or
about three weeki of his working
time. It ii not necessary to remind
Mr. Busyperson that a lot can be
done in three weeks.
"Fiffure out what vour own time
it worth, and yon realize the import
ance of a half hour saved. But go a
little further: ' Consider the' -thing
from the standpoint of public wel
fare. With 3.00O.00O automobiles
running in this country, an aggre
.. gate of 1,500,000 hours' time is thus
saved each day.
Franklin Fans Out for a Spin Through the Parks
Tt?r f ,'2. ' ' ' '''"'
Gasoline Must ,
Keep Pace With
' Atuo Industry
(CoatliiMd from Far One.)
That Omaha is going in for distinc
tive color schemes in automobile body
finish ia evidenced by the above car
purchased by Dr. J. Rex Bell. It is
a Franklin touring car finished in a
jelicate grey.
Dr. Belt asserts that the Franklin
is a performer of the "first water."
He adds particular stress to the easy
riding qualities, asserting that he felt
better after driving 100 miles than he
Giant in Automobile Industry
Predicts Greater Prosperity
By JOHN N. WILLYS.
Vr. Vi'lllyl M oreelclent ( the WlUre-
Overland company of Toledo, O., eecond
larraet automobile factory In the world,,
which la expected to produce nearly 100.000
motor can ihli year. He la alao ranked aa
one of the Innuatrlal flanta or me aecaae,
wheee bualneae aaaaclty developed a fac
tory with eaeate of 1(8,000 to a manutao
turlnf plant with aaaeta of l,000,000. Mr.
Wlllyi oan well Be atyled aa authority on
buelaeec eondltlone. Auto Kdltor'a Note.
Automobile manufacturers through-
Out the country are being deluged by
letters, telegrams and verbally with
queries ai to what effect America's
declaration of state of war existing
with Germany will have on business
generally, and particularly on the au
tomobile industry.
It seems to me that the unprece
dented era of. prosperity of the last
two years must be continued. ' ...
In addition to the enormous busi
ness now being handled by this coun
try, the United States government has
just passed a war budget of $7,000,
000,000. Three billion dollars of this
fund will be advanced as a loan to the
allies who will spend it in tha Uuited
The remaining $4,000,000,000 will be
Long Tour Is Part of
;, ' v Celebration Scheme
Mr. and Mrs. O. E, Aultman and
ion of Denver are in the midst of an
extensive tour) of the country, which
is the unique method of celebrating
their twenty-fifth anniversary.
Soma veara aoro a solemn eomoaet
was made that 1917 would find them
on a long automobile sightseeing tour.
That the tour is assuming large pro
portions is shown by a mileage ot
3.600 miles already covered in the ter
ritory as far east aa New Orleans, and
with enormoua held! still unexplored.
Fast experience promoted Mr. Ault
man to Select a Velie Biltwel Six for
the journey, and it has proven full
worthy of its name. He said, "Our
selection of the Velie Six waa made
used to out our own army and navy
on a aound war footing.
tverv cent ot this money will be
spent in this country. Every product
that is raised or made in this country
will be purchased in larger quantities
than ever. Every section of the coun
try will benefit every class ot people.
some of the money , will g south
to buy cotton. A big share will go to
the western states and to the coast
for grain, meat1 and other foodstuffs.
Some of it will go to Pennsylvania for
steel and coal. New England will get
a share in exchange for ahoes. The
factories of the central states will get
a share. There will be more money in
circulation than ever before.
In Canada in suite of the handicap
of the war, Willys-Overland dealera
have aince January 1 booked more re
tail ordera than the total Overland
sales in Canada for any previous
twelve months. The demand in the
dominion for Willys-Overland can is
far in excesa of tne supply.
trior to tne war in Canada money
waa very tight. The per capita
wealth across the border waa only
$55. At the present time Canada ia
in better ahaoe financially than ever
before; its per capita wealth is now
said to be $92.
did at the start He has averaged
twenty-one miles to a gallon pf gaso
line in city driving. This picture
shows four Franklin fans. Dr. Bell,
his wife and son and Mrs. H. Pelton.
primarily because of reliability and
comfort We have experienced no
trouble of any kind." .
Binding Twine
Strictly No. 118 Ma par lb. ...
, CARLOAD SHIPMENTS, 18e '
(F. O. B. Omaha)
Order now before further advance
Shipment! June 15th, C. O. D. ,
H. F. Cadjr Lumber Co.,
OMAHA) NEB.
91
11
Progress Has Marked Every
Step of DAVIS Development
MosMSsH
S12S5
Model Six I
Flu Peeeenaav
Qob RaeaJatar
$1295
Model Six K
SewJawolf-Sadaa"
$1793
- -- (,.
Model Six J
Serran -Peeoofif er
Taurine; Car
$1595
. Model Six JI
FiveJWnrer
' CMRoaalataV
' $1595
7en ago (be eMriUenef txte Dwmm lawihscarl
lfctST fiaCflt CSS '
They built it to am ideal . An ideal to produce, a a
coating far mora.
Theyharv) built alowiyaand emery. They hare looked
farther akend than for mere immediate profit
There kavei been awake. Progreaa baa everywhere
marked the path of the Davit. The newest impe-oVemeata
known to the motor car world in design, construction, and
body tWdmgaeaoOTMptoTed np tstheDaataodaad
have been iuuoi porated in thai car.
And today, tha Darvin from an vxdaoi, embxrwn '
pitarlncthaaaltaiTjexl a poaitarA
axx-cyunaea motor cars made. It baa attained thia posi
tion, not bynatioo-wide al vertiaipg. btttbiongjt laal nwirsT -,
and by ita wonderfnl pgcformanrA,
In every detail of thia cat expert woraiianJvchrp ia evi
dentperfect belancet long wheelbaae; long ey-nding
apringaj deep, comfortable eeata, extra atrength and a
smooth, qniet, powerful motor whose perf ormanca wiU
delight yon. Added to thia ia a beauty of Una that inv
mediately attracts the eye of every mcMcarlaxlovec.
T. ii I ii. i L! fi-' -i " 1 : .
. CfaaaaaatUsoarela, Radaiak. Yaafflthaa aa In
tfaanaaaaototUa ainii. ' .
CEa W. DAVIS MOTOR CXRtt.r-Kchmcai.lnd.
W. T. Wilson Automobile Co. )
1910 Farnant St ' OMAHA, NEB. Phone Douglas 2164.
Noted 99-Year-0ld Woman
Drives Her Own Motor Car
Mrs. Juliet ' Calhoun Blakeley. 99
yeara old, of Albion, Mich., in whose
Iiuilur wiuiiici avJ re iumibni.ivu.
recently recovered from an attack of
pneumonia and celebrated ner return
to good health by taking several long
motor trips in the Dodge Brothers
motor car with which her son pre
sented her. . . . .
More than twenty years ago hei
son first celebrated Mother's Day fot
"Grandma." as she is effectionately
known in southern Michigan, and for
many years the Albion Methodist
Episcopal church has observed the
Sunday nearest her birthday, May
1J, in tier honor, as she is the only
person who has maintained continu
ous relations with the church since its
founding. , .
tTpeet la Dope
Newark and Buffalo have been the bis
eurprleea In the International league thia
aeaeon. The Indiana, heretofore tali-endera,
have been travellna out In front, while the
onampion JSlaona nave oeen trailna the
bunch. . i .
Flllplae Hurler.
A Filipino aouthpaw named Chick Manilla
ia twining tor Artnur oevun'a Norfolk team
In tha Virginia league.
made that is fine enough in its adjust
ment to work efficiently jivith kero
sene. He thought a partial way out of
the difficulty would be to revert to the
steamer type of automobile in which
the heavier oil is used to generate
steam.
The following, figures give the pro
duction of crude oil and of gasoline
in the United States for various years,
measured in barrels:
CRUDE oil, .
Year. Barrala. Tear. Barrele.
lioi m. 717, sio ins ..:....;ti..i30
H10 20t.S67.:4l'lM ......2J,72,SSI.
lilt 220.tO.J9t 1816 281,104.104
nil ,,....:ii,t,044!iia a2,80o.oe
GASOLINE.
Tear. BarreIe.Tear. Barrele;
U04 I.IIO.OOOIKII 41.SOS.O0II
1I0 12,lO0.000lll 64,740,000
1914 (,91J,000"191J 70.000.000
From thes. figures he deduces that
from 1910 to 1917 the number of au
tomobiles increased eightfold, crude
oil production grew a little over one
third and gasoline production in
creased eight times. The increase in
gasoline is due to taking a greater
proportion of motor fuel from crude
oil and calling it gasbline, and to the
production of gasoline from pet
roleum residues by cracking. He ex
pressed the belief that in 1918 1,000,
000,000 gallons of gasoline will be pro
duced by cracking and that by 1920
there will be more made in this way
than will be distilled from crude oil.
His conclusion is that the develop
ment of this art of cracking will con
tinue to prpvide us with our principal
supply of motor fuel. He even goes
so far as to say that the "entire load
is falling on the shoulders of cracked
gasoline, and cracked gasoline prom
ises to make light of its load."
f
Paige Six Makes Fine
Economy Fuel Test Run
HOw far will a seven-passenger, six
cylinder car, carrying a normal load,
tiavel on a gallon of gasoline?
Opinions vary on this important
matter of economy, generally accord
ing to the make of the car. the erade
of gasoline and the operating condi
tion. A well known faige dealer,
however, determined to settle the mat
ter so far as a Paige "Six51" is con
cerned and made an interesting .test
under conditiona which were as near
ly normal as possible. . ..
The result was an excellent fuel
economy record, the big Paige turn
ing just seventeen miles flat Thia rec
ord ia all the more interesting when
it is recalled that recently a Paige Six
achieved a new record by turning in
Bee Want Ads Produce Results.
a score of 626.4" miles in
hours on high gear.
Keep these facts
' uppermost
Stearns Owners will tell you
that their carfare a constant
source , of increasing service
and satisfaction.
e
They never need to grind
valves carbon has no terrors
for" them maximum efficiency
with minimum maintenance is
theirs for Stearns Engines get
better, not worse with use.
Immediate Deliveries Now
Four-Cylinder Eight-Cylinder
a-Peee!, 1 1,495 'ZB0
2427 FAMAM.Sl - OMAHA.
PHOAB D0U6LAS-2406
Look for the cars with Red Gas Tanks
They're Helping to Make History
The Maxwell international gasoline economy demonstration takes place all over the
United States and Canada on Wednesday, May 23 Thousands of Maxwells will par
ticipate Two of them here You'll know them hy the red gasoline cans attached to the
windshield Watch for them.
A Maxwell will travel further on a gallon of gasoline than
any other ear made. : v
YouVe, heard that before.
"but you're "from Missouri."
Now we're going to show yen
by damonatratioa runs en one gallon of gasoline, -
right here at home,
and all over the North American Continent.
from tha Rio Grande to the Arctic wastes of Northern
Canada and from ocean to ocean. ,
I ia more than 2,000 cities anal towns.
We're going to pnt it beyond the power of man, woman or
child to question the Maxwell's rank aa the world champion
motor car in the field of economy,
just as the Maxwell Is now tha undisputed world endur
ance champion. .
' . ' ' ' '
Privately Owned Car to Make the Runs
We haven't equipped any special care for this event.
We've borrowed Maxwells belonging to private individual
who use their cars every day ,
x cm the streets of this town. N .
We're not even out for mileage records, .
simply want to show you the average mileate of Max
wells In daily service. -
We Want You to See the Thing Done
That's why the one-gallon gasoline lank i painted red
and put in plain tight, outside the car.
We want you to know the drivers ....
and the official observers, all responsible members of
thia community.
Names of the driven and observers,
the route to be taken by the ears
and all other details of the run
will be made public aa soon as definitely decided upon.
Watch for that.
We Want You All There
We urge you to come along ia your own car as a witnesa
to the actual performance,
it's all going to be done right out in the open,
here, and in every one of the more than 2,000 cities end
towns taking part in the demonstration.
Come and see history made.
C. W. Francis Auto Co.
Sales Rooms
2216-18 Farnam St.
OMAHA, NEB.
Phone
Douglas 853
Time Payments if Desired
Service Station
2212 Harney St.
twenty-fouf