Omaha
Sunday
PART FIVE
AUTOMOBILE
PAGES ONE TO SIGHT
PART FIVE
AUTOMOBILE
PAGES ONE TO EIGHT
VOL. XLVII NO. 10.
OMAHA, SUNDAY MORNING, AUGUST 19, 1917.
SINGLE COPY FIVE CENTS.
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MOTOR CAR AIDS
- IN SOLUTION OF
FOODJPROBLEM
Economic Value of Automobile
On the Farm Pointed Out
by President of the
Paige Company.
The farm market for passenger cdrs,
always a great factor in the motor
car industry, assumes a greater im
portance than ever this season.
"The promise of abundan harvests,
with possibly a world's record for
oats, and the prevailing war condi
tions make the potentialities of the
" farm market greater than theyTiave
ever been in the history of our indus
try," says Harry M. Jewett, president
of the Paige-Detroit Motor Car com
pany. "Already 40 per cent of all the
motor cars in America are owned by
farmers, this large proportion being
due to the great utilitarian value of
a passenger car. The farmer finds a
thousand and one uses for an auto
mobile. Give him financial ease and
he will buy liberally.
Attention to the Farmer.
"The manufacturers of passenger
cars are fully alive to the situation
and, while they will in no way curtail
their distribution to cities or neglect
the city buyer, they will pay especial
attention to the farmer. There will
undoubtedly be great activity (in the
fall in this direction.
"While the maker of passenger cars,
like any other manufacturer, wants to
increase his sales and broaden his
market, he feels that in supplying the
farmer with a good serviceable car
he 19 doing a distinct service to the
Standard Car Also Makes Good Taxicab
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Although no special body has been
built and no centralized effort made
to create a market, Dodge Brothers
are supplying a surprisingly large
number of their chassis to taxicab
companies in all parts of the country.
One of the most recent large orders
was one for thirty cars by the Parme
lee Transfer company, Chicago.
Among the other large firms who are
using Dodge Brothers cars as taxicabs
are the Pittsburgh Taxicab company,
Pittsburgh, and the Dallas Transfer
company, Dallas, Tex. The former
has more than fifty in operation. It is
found that Dodge Brothers engine
and chassis, because of the low fuel
consumption and unusual sturdiuess
of construction, adapt themselves ad
mirably to rough taxicab usage.
country in a constructive- and eco
nomic senses
"The production and distribution of
food has become one of our greatest
problems. We must have more food,
greater crops and better distribution;
and we must conserve and avoid
waste. Here is where the utilitarian
and economic value of the passenger
car plays a big part.
.Five Acres to Support Horse.
Five acres of tillable land are re
quired to support a horse; three acres
to support a marL If each automobile
takes the place of only one span of
horses, the 3,700,000 cars in use re
lease 37,000,000 acres of land for pro
duction of food stuffs for more than
12,000,000 men--the total force em
ployed in the war by all the allies.
the passenger car on the iarm
does release the horse either entirely
or so that it can be put to work in
the field while errands are being done,
by the car or light produce taken to
.the market. Motorizing the farm is
the biggest step that can be taken in
the direction of efficient and economic
food production. The passenger car
is the farmer's most valuable helper
and hence it is going to play a larger
part than ever in our efforts to make
this country strong for the great tasks
before it."
Dort Distributor Predicts
Roadless Carriage in Future
"The possibility of aircraft sup
planting motor cars is interesting, if
remote," says Joe C. Gerspacher of
the Toozer-Gerspacher Motor com
pany, Dort distributor.
"How remote it is nobody ought to
profess to know who looks back upon
the marvelous evolution of the auto
mobile'from a rich man's plaything to
the greatest utility of modern times.
"Who knows when the good fairy
Progress will again wave its magic
wand to revolutionize traffic. Remem
ber, our fathers pooh-poohed the idea
of the horseless carriage, so let us
not say that the roadless carriage will
not come."
The Maxwell is mechanically right
AD the world knows that today.
Why?
A Maxwell stock car went 2L,j2 miles
without stopping the motor
1092 Maxwells in our May gasoline
economy contest averaged 27.15 miles on one
gallon each. -
2040 Maxwells in our June contest aver
aged 29.04 miles on one gallon each.
If the standardized, one model Maxwell
were not mechanically right these achieve
ments would have been, impossible.
Isn't that the kind of efficiency the kind
of economy you want in YOUR car?
' Touring Car $745
Roadster $745; Berline $l095t
Sedan $1095. All price f. o. A. Detroit
Midwest Motor & Supply Co,
Distributors
221618 Farnam Street. Omaha Neb. Phone Tyler 2462.
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Motorists Now Are Said
To Incline to the Roadster
"There is probably not another au
tomobile' in the country today which
is as adaptable to the use of physi
cians and salesmen of commercial
houses, public utilities and manufac
turers as tire roadster," says L. T.
Oilier, vice president and director of
sales of the Studebaker corporation.
"The roadster is the ideal car for
the doctor who must answer calls at
any hour of the day or night.' It is
always ready for service and, on an
errand of mercy where speed and
performance count for so much, the
doctor's car must be dependable.
Every part of the Studebaker road
ster is so easy to get at, that we have
found the average owner thoroughly
competent to take care of it.
"The roadster gives the salesman
his great opportunity to beat his own
sales records. It enables him to close
more sales because he can cover a
wider territory and see more custom
ers. His car is so accessible that he
can take care of it himself and under
the rear deck, of the Studebaker he has
plenty of room for his sample cases,
personal baggage, etc. Bad streets,
steep hills or bad weather are no ob
sjacle to his car, and he does not have
to depend upon street cars, railroad
trains or taxi-cabs to keep his appointments."
Faculty for the Night
Scjiool at' the Y. M. C. A.
The faculty of the Omaha Young
Men's Christian association night
school will consist of the following
men: Kdwin Puis, director of ora
tory, Hellevue college, public speak
ing; Charles L. McDonald, attorney,
commercial law; C. K. Camblin, ar
chitect, mechanical drawing, and ar
chitectural drawing; V. V. Dunn, pen
artist, business arithmetic, three R's,
penmanship; Dr. Irving S, Cutter,
state medical university, Sr. first aid;
J. E. Rogers, office manager, C. C.
George & Co, bookkeeping; Arthur
L. Palmer, attorney, spelling, busi
ness English, business correspond
ence; Oscar Autritt, teacher of lan
guages, Spanish; L. A. Detring,
instructor Commercial High school,
shorthand and typewriting; Charles
L. Sykes, special agent, Mutual Bene
fit Life Insurance company, salesman
ship: E. L. (oper, student, E. C. A.J
William J. Stone, designer, show-card
writing; Lee C Kratz, vocal instruc
tor, vocal culture and sight reading;
Charles M. Nye, architect, plan read
ing and estimating.
The business men of Omaha are
co-operating exceptionally well and
this will be a great advantage in pro
moting the work this year.
Scripps-Booth Ascends
Lookout Mountain on High
Ascending picturesque ' Lookout
mountain in a little more than eleven
minutes is not a record, but it is a
splendid feat fqr a passenger automo- f
bile. i Machines that have made the
trip in a fewer minutes than this
were racers stripped especially for the
trip. A Scripps-Booth three-passenger,
four-cylinder car made the trip
and it was driven by H. Click, sales
representative for the Scripps-Booth
corporation of Detroit.
"The little Scripps-Booth went all
the way up Lookout, in high gear,"
says Air. Click. "Some inclines ip
the winding road are rather steep,
says he, "but every time one of these
places was reached the engine settled
down to faithful, steady strokes and
sent the car zipping over the crest
of each."
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in
Car
I A PROMINENT man has
said that the things that
will not stand the test of
war conditions arc not
worthy to survive after the war.
It is true that war needs, 'and the
state of mind induced by the
war, throw a new light on much
that Americans have spent their
money for.
Among these thjngs is the
short-lived car.
Cars have been built and sold
on features, novelties, talking
points, engine'stunts. '
One year the wrtole country,
talks about a car and next year
its users condemn it as a "one
year car." '
Do not put all the blame on
the manufacturer; perhaps his
idea of business is to supply the,
people what they want?. It is a
much slower process givingthem
what they ought to have
There lias always been a pub
lic for the long-service car.
. Practical, hard-headed men who,
even if they buy a new model
every year, are shrewd enough
to sec the relation between long
life and used car value.
Economy Demanded in
Motor Car Operation
The second-hand value is
especially high where there is the
combination of strength, light
ness and flexibility, because these
things mean economy of opera
tionnd long life.
This is emphasized because
there" is a section of the public
that has always associated strength
and endurance with dead-weight
and rigidity the very things
that pile up operating cost and
wear out a car
It is a fact that war conditions
anpl the National Thrift are mak
ing a bigger market for the
Franklin as the fine car of the
strong, light, flexible type.
The big public is waking up
to the truth about gasoline waste,
tire mileage, friction loss and de
preciation. People keep right on buying
" cars but they are thinking more
about constructive service and
use.
The automobile is a tremcn
, dous factor in American life and
achievement, in national health
and efficiency, in conservation
of human energy, in toe ready
contact between men and their
affairs.
, '
Automobile owners want -to
use their cars more freely. They
are impatient of weight, rigidity,
excessive upkeep all the old and
arbitrary restrictions.
- What do you, as an American
nttzen and automobile owner,
think about this matter? Do
you favor a restriction of use, or
a restriction of waste ?
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Official Economy Tests
Won by the Franklin
The Franklin has won every
prominent official economy test
ever conducted, and continued
to win so long as the official tests j
were run.
Two Gallon &cieiuy Test, MayJ5, 1906,
nndcr the official operriiion of the Automo
bile Club of America won by' the Franklin
with record of 87 mi let. The FraoWli
average was 75 per cent above the aTerafe
record of all competing cars.
Int Island Eememy Context, February 2S,
1408, under the official auperviaion of the Loaf
Island Automobile Club the Franklin won
over all contestant by doin 242 mile at
an operating coat of only 1 1-5 cents per mile.
The cost of all other ear averaged 6 cents per
mile fiv$ tints the Franklin operating cot.
On GalUn Efficient? Test, May 8, 1909,
under the official auperviaion of the New York
Automobile Trade Association, with twenty
one cars entered in competition the Franklin
Car wen 36.6 mile on one (fallon of gaso
line and (cored 105,408 weight-miles. The
Franklin Car not only won the prize for
the best score in its price class, but also the
Willy' trophy for the besj score irrespective
of price class.
BuffaU One Gallon Bcrmomy Contest, July
11, 1909, under the official supervision of the
Automobile Club of Buffalo The Franklin
set a world' record for gasoline economy ol
46.1 mile on one gallon; 79 per cent more
than the average of the other eighteen com
petiug can. The Franklin (cored 135,902
weight-mile a agaimt the best competing
score o( 86,612 weight-miles, and the average
competing score of 64,495 weight-mile.
Fuel EeotMmj Tests, of FrankGn Cars, June
20, 1913, under the official supervision of tba
Automdbil Club of America a Franklin
Roadster made a new world' mileage of 83 A
mile on one gallon of gasoline.
GASOLINE ECONOMY
Kvorooe of all cars eompeimq
with Fraahlm in these testi
Franklin Car
WEIGHT-MILE ECONOMY '
c
ivtmiof of all cars competing
mth rrankhn in these testa
c
FntnkhaCor
It is remarkable howthese offi
cial economy tests are confirmed
by the nation-wide experience of
Franklin pwneTs. The Franklin
goes a given distance on one-halj
the gasoline consumed by the av
erage fine car and for the same
yearly mileage casts about one
-third as much for tires.
How Franklin Thrift
flpplies to the En
closed Car
With their scientific light
weight, resiliency and direct-air-cooling,
the Franklin Enclosed
Cars show within a mere frac
tion the same remarkable econ
omy as the' open models, and
the same day-after-day mobility.
For any kindof touring the
Franklin Enclosed models are
ideal affording protection from
dust, glare and rain, freely ven
tilated, cool and restful.
This' means that one car does
the work of two and the owner
of a Franklin Enclosed Car gets
his year-' round motor car service
on practically half the initial in
vestment of the man who has to
buy one car for summer use and
another for winter.
FRANKLIN MOTOR CAR CO.
2205 Farnam Street. ' Phone Douglas 1712
R.U-2-B-l-of-60
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