Y
THE OMAHA BEE.
J
I r i
PICTURES FROM
ARTIST'S BRUSH
AID ADVERTISING
Skinner Firm Pushes Its Prod
ucts Into National Promi
nence by Extensive Pub
licity Campaigns.
Mrs. Jone had just arisen. She
waj drowsy and the task order
ing groceries for the evening meal
seemed more disagreeable than usu
at. She paused to glance at the
morning paper and found herself
gazing, at the picture of the most
t delicious, most appetizing dish she
had ever seen. y
The steam seemed to rise from the
food, and she could fairly smell
. its delicious aroma. She looked
again and saw the words "Skinner's
Macaroni" at the bottom of the pic
ture. A minute later she was order
ing Skinner's macaroni from the
' grocer and assuring him that "noth
ing but Skinner's will dol"
It is advertising, consistent ad
vertising with plenty of pictures that
.has put Skinner's products on the
. grocery lists of thousands of Amer
' ican homes, in the opinion of Paul
F. Skinner, chairman of the Skin
ner ctompany board of directors.
Opens Extensive Campaign.
When. Mr. Skinner left the news
paper business to open the macaroni
factory in Omaha 10 years ago, he
immediately inaugurated a system
of advertising which has been gradu
ally increased in volume until to
day the Skinner company is one of
the most extensive advertiser in, the
country. ' .
- And today the Skinner company
. includes not only a macaroni factory,
but a large wholesale bakery, a great
produce house, and the largest inde
pendent packing plant in the world,
all located in Omaha, or the vicinity.
Before the -war the Skinner com
pany -was using two-inch space in
1,200 newspapers in all parts of the
.' country, as well as b6ut 50 general
magatmet and 25 trade papers. On
the advice of Thomas warfield of
the WarfMd Advertising agency,
however, the smaller ads were dis
continued nd full-page "spreads"
were adopted.
, Favor Women's Magaiines. .
On the theory that 85 per cent
ol the food product are purchased
by women, a major partf the ad
vertisements wvire , conKried . to
women's magazines. ' The newspa
per advertising alsta consisted of
fall-page, half-page wnd other large
copy tmdet the new plan. ,
in order to reflect the high
duality of the Skinner macaroni
products it was decided to use the
highest class of advertising," ex
plained Mr. Warfield. "After an.
' extended investigation the best fooa
artist in the United States was com
missioned to. make the , .paintings.
Dishes of the most delicate, artistic
type, filled with steaming hot food,
were placed before the artist. One
of the best chefs in Chicago pre-
T
flHIF
v
Builders of
Which
nearirig
lllnie
OMAHA
Sketches from Life
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pared the cooked macaroni products
from selected receipts. -.' ! ,
"The result of these arrangements
was a beautiful, richly colored pic
ture which appeared in a full, page
advertisement ; in the March, 1919,
Pictorial Review. .This was the
first full page macaroni advertise
mtnt illustrated in colors that ever
appeared in a magazine in this
country. .
Follow War Education.
"All Skinner'1 salesmen were sun-
plied with the prints of i,the adver
tising and reprint sheets. were sent
to every jobber and retailer in the
United States.- The results of this
radical change in the advertising
plan were not felt -fop -ome time
after the campaign was launched.
Eo
Ihe SMiniEieir Company Gold.
will operate
completion,
THE NEW WESTERN MOTOR CAR COMPANY BUILDING AT THIRTY
EIRST AND FARNAM STREETS IS ANOTHER OF THE NEW FIREPROOF
BUILDINGS RECENTLY COMPLETED AND WAS ALSO BUILT BY
. . .: '- V ' ,. ... -
Former Employment Public'
"This was due to the fact .that
the housewives had been educated
not to use macaroni products during
the war when wheat saving was
essential, and because of competi
tors' cat price methods in the face of
a raise in price of the Skinner prod
ucts, v .. .
"However, in October of 1919, the1
Skinner company wis flooded with
orders. Carload orders came in by
telegraph and the export business
took a large asmrt. Thereafter, im
possible territories were , easily
opened up, for the Skinner products,
and such large markets as Boston.
New York-and Chicago, which had
not been affected by small advertise
ments, became large customers.
Plan Greater Campaign, ' ,
; D. Kennedy,general sales 'man
STILES
and - Produce BoMiinii
in conjunction with
This is the
r,
By Temple
Schools !
T
ager for the Skinner company, is one
of the shrewdest, mosT capable mer
chandising men in the country in
Mr. Warfield"s opinion. Without Mr.
Kennedy's assistance the advertising
campaign which proved so success
ful coult not have been carried out,
Mr,. Warfield says.
With the .opening of the Skinner
company -packing plant Thursday
another and more 'extensive adver
tising campaign will probably be
carried out, according to C. Coe
Buqhanari, vice, president of, the
Warfield agency. Plans for " this
campaign have not advanced to the
stage whejethey can be made pub
lic, Mr. Buchanan, Isays. .
' Bei 'Maxit Add An IJBest Businesj
Boosters. : ;
General Contractors
Twelfth at Douglas Street
finest cold
Miles . GoinisltracitSaini
' General Contractors
SUPERINTENDENT
OF SKINNER FIRM
KNOWS THE GAME
1
Rapid Rise Prom Errand Boy
to Guiding Huge Packing
Plant Startles World
' Industry.
Harry D. Hunt, newly appointed
general superintendent" of the Skjn
ner company picking plant on the
South, Side, has literally grown up
in the meat packing business.
His first plunge in the great indus
try Was somewhat inauspicious, but
his climb was rapid. Just 32 years
ago he entered the employ of the
John Tlanklnton company, located
at Milwaukee, Wis., as an errand
boy He was 14 years old.
,On Thursday he will give the word
which will throw into operation the
machinery of the most modern, and
One of the largest single packing
plants in the United States-the
Skinner Packing company. And his
broad experience in the packing in
dustry will enable him to keep the
great plant moving with the effi
cient smoothness which can mean
only success, in the opinion of his
associates.
Startles Packing World.
1 If Mr. Hunt's first plunge in the
packing industry seemed inauspi
cious, subsequent happenings proved
that the event after all, was of im
portance, for Mr. Hunt, r after a
short apprenticeship as errand boy.
began to startle the packing world
with a series of rapid advancements.
He remained with the Plankinton
company until 1902, during which
time the1 company changed its name
to Cudahy Bros., and again to the,
Planklngton-, Packing company. But
before he left the company his er
rand boy job had grown to general
superintendent of the concern.
Not content with this meteoric
advancement, however, Mr. Hunt ac
cepted a position as pork superin
tendent with the Sultzberger &
Son's firm at Kansas City, Mo.,
where he remained until 1905, when
he was transferred to Chicago and
made general manager of the Sultz
berger & Co. plant there. When
this plant was takeu over by the
Wilson & Co. Mr. Hunt continued
in the sam capacity.
Goal of All Struggles.
In 1916 he was transferred to Al
bert Lea, Minn., as general superin
tendent of the Albert Lea Packing
company, a subsidiary of Wilson
&- Co. at Chicago. J
Two years later he resigncd.Jhiis
position to become general superint
tendent of the Gordon, Ironside &
Fares firm, located at Winnipeg
and Moose Jaw, Can.
Then came an offer which Mr.
Hunt decided was the goal for all
his struggles an offer as general
superintendent of the Skinner com
pany packing plant. He accepted. .
Knows How to Smile.
W'ith painstaking thoroughness he
has familiarized himself with the
OTST1RUC10M
The Skinner Company packing
storage and produce huilding in the
Superintendent of
New Packing Plant
Of Skinner Company
i
MS3
wnrtlnffi r,t tlm treat olant. and
with the benefit of long year of
experience as an am, ne win grasp
the reins -which control the great
mo-ii;n with a firm and nracticeri
hand, when operation is started
Thursday.
Mr. Hunt is a medium-sized man,
:nA r h inst a frifle rotund.
11(11.1... I .V fc.w J - , J
but his movements are quick and
decisive, rie knows now.io smire
when a smile really helps, and his
men obey him with willing celerity.
Such is the man who on Thurs
day will put into motion the ma
chinery of one of the world's great
est packing: plants.
t . " "" "
Stock Yards Manager
Predicts Success of
New Packing Company
Amnnor other well known men of
the city who have expressed confi
dence in the success of the Skinner
Co. packing plant and in the bene
fits to the city which will result
from its opening Thursday, is
E. Buckingham, vice president and
general manager of the Union Stock
Yards Co.
"We welcome any additional pack
ing plant that will increase the de
mand for live stock in this market,"
said Mr. Buckingham, "and there is
no question but that when the
Skinner , plant gets under way it
will be of material assistance inithat
direction. It will be good for the
farmers, good for Omaha and good
for Nebraska."
v
Opposed to Army Bonus.
Washington, March 16. (Special
Telegram.) Senator' Hitchcock re
ceived a letter from 'C. L. Whedoti
of Lincoln, who -was with the army
overseas, protesting against the vot
ing of a bonus to those who served
in the great war.
"GREENS" SIGN
OF SPRING IN
TIIHITCIIEN
Dandelions Start With First
Warm Spell Spinach
Earliest Crop to
Plant.
"Greens" are a sign of spring in
the culinary calendar. With the first
warm spell, the dandelions start
into rapid growth and children and
grownups turn o to collect the
material for "dandelio-' greens." The
dandelion has a rival in communi
ties where there are "brooks or
creeks, along the banks of which
the horseradish lias taken up its
abode as the young horseradish
tops make excellent "greens."
The dandelion is the standby, until
the spinach crop in the garden is
large enough to gather for the
kettle. Spinach is crown in thou
sands of gardens now where it never
was seen before. Greenhouses are
devoted to it in the wintertime, as
it grows with a minimum of heat
and is always a ready seller in the
! market.
' Aside from the old-fashioned
boiled greens furnished by the
dandelions, there is the materiaKfor
a fine salad in this common weed
which spangles the country side and
plays havoc with lawns.
Dandelion As a Salad.
The Frenchman selects the largest
and most vigorous dandelion plants
on his domain and covers them with
flower pots or boxes .so that they
wilt be bleached and the leaves will
be much tenderer. He then gives
them an oil dressing of his favorite
prescription and eats them raw. The
Germans, Bohemians and , Hun
garians wilt them with bacon or
ham fat and vinegar.
Spinach is the earliest crop to be
put in. In fact, it may be planted in
the fall and the young plants pro
tected during the winter with straw
and lawn rakings. -
There is one necessity in the
growing of spinach and that is that
it must be given the richest soil. In
fact the soil can't bes too . rich for
this succulent green. The richer
the soil the larger and tenderer the
leaves. It is a crop of short season
and a succession of planting must
be made. A common mistake is to
sow spinach too thickly so that the
plants are crowded and none makes
its best growth and the leaves are
small.
In addition to natural manures
spaded into the soil for spinach,
light applications of nitrate of ssda
daring" the growing period will
cause it to sprint and hasten ma
turity. Care should be used . not to
apply this powerful fertilizer too lib
erally. A very, thin sowing is all
that is necessary and it should hot
be sprinkled upon the plants.
The Swiss chard is now wide
ly slanted, as it is a beet that does
flot form a root to be eaten, but goes
att to top. Many prefer the regular
type of beet, nsin the wholcplant
for "reens." the tin V beets and
leaves together forming a fine dish.
CS''
. .. . .
CHICAGO
Open House for Big ...
New Plant Thursday
(Contlmod From Tt On. Tkli Swftaa.)
government official inspector's of
fice on the third floor. The base
ment of the building is equipped for
stationary, dressing rooms and a
barber shop. The office structure
bas been constructed to furnish
proper lighting and ventilating fa
cilities for the comfort of its occu
pants, and is the last word in model
office buildings.
. Another feature of the great plant
is the service building, which will
contain welfare offices, cafeteria and
lunch rooms on the second floor;
laboratory, recreation room and
firemen's quarters on the third floor
and a complete garage on the first
floor. , '
Branch Cold Storage Plant..
' In addition to the great South
Side plant the Skinuer company is
about to open a branch house on the
northeast corner - of Twelfth and
Douglas streets. The building whk-h
will be occupied by the branch ;s
eight stories high, and incorporates
the latest ideas in cold storage struc
tures. Jt will furnish a floor space
of two and three-fourth acres, and
will be utilized for cold storage, pro
duce and a wholesale market. It will
also contain the general offices of
the company, and one floor finished
in white tile for the handling of
poultry. Its capacity will be 5,000,
000 pounds of meat and produce
R. C. Howe, president and general
manager of the Skinner company,
has outlined a. policy of operation
for the new packing plant, which ex
perts say is certain to prove success
ful. '
' "Our general policy is going to be
to operate this plant on a jobbing
basis said Mr. Howe. "We are not
going to do any consigning to speak
of. We do not expect to do any
foreign business until financial, con
ditions abroad are such that we feel
assured the basis of payment will be
sound. We, understand that Eng
land has supplies on hand to di it
until July or August. " 1
Intend' to Carry Originality.
"Our canned meats will be sold
through wholesale grocers and will
be handled entirely separate from
our meat lines. We have thoroughly
established outlets for our product
in all point throughout tli coun
try. We will run car routes all
through the middle west and our
salesmen are now on the road.' . .
"We are going, to buy a class of
live stock that will make the product
the trade will call for and when we
cannot that quality, we will go
short. We expect to establish for
onr btand a reputation that will
create a demand that will always
keep the -plant going to its fullest
capacity. . -
"We hava already sold canned
meats in every section of the coun
try and have orders bookfd to keep ,
ns going for two months-. Our meats
will be cured as mild as it is possi
ble to cure and insure keeping qual
ity. "What we intend to do, nt short,
is have Skinner products carry
originality." -
Overshoes sufficiently large to
cover skates have been invented by
a New York man to enable skaters
to put On their skates at nomc ana
wallt to the nearest ice. '
plant, is
U. S. A.
7.
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