Amherst News-Times, 1920-02-19

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TH^^JVIHERST NEWS-TIMES
NO. 40.
•Ua-SCRIPTION, $2.00  PER   YEAR
AMHERST.  OHIO,  THURSDAY.  FEBRUARY  19, 1920
•SANDSTONE CENTER OP THt WORLD"
■
WAYS AND MEANS OF
• i
/
UP A T
■y Ohalmere Lowsil Panooas*.
■'' Now Uiat there ls a great movement
tor rebuilding destroyed FYench
towns, the same kind of s movement
Should be extented to Include Araerl-
Sha towna. For many need to be reconstructed, aroused and advertised
eh wsll ss those In foreign countries*.
American towns hsve not suffered
from destructive army forces, ss have
French towns, but s worse fate hss
bafailsn thousands of good American
towns. They have suffered from the
Indifference and negligence of their
owa clUsens.
■very Amerleen Town Hss Something to Advertise.
I Kvery American town, no matter
how large or small, should advertise
la Its own local newspaper, and ln
neighboring newspapers. If s town
really becomes wide awake to its
great opportunities for growth and development, it will quickly see this vision of advertising. How do I know
that It would be profitable for towns
to advertise?
..'Well, here's the story:
While on s train In Connecticut recently I met s wide awake manufacturer who wss looking for a factory
We both happened to be headed for
the same town, and he wanted Information on a great many points. He
w**ated facts that town ahould have
been advertising. He wanted to know
what Its sdvsntages were. And these
advantages should have been given
publicity so that it would not have
been necessary for this prospective
factory locator to go out and hunt for
facta.
One Town That Loat.
' - When we reached a certain town the
factory man bought a local newspa-
per, but there wasn't a word ln the
paper about the town's industrial and
Civic advantages. Here was a buyer,
bat the selHng point* about the merchandise were being concealed, or
at Iskst they were not to be easily
found.
-Thla town had a chamber of commerce, but no local office. The president of the organization was out of
town, and the secretary was a bookkeeper in an office Which required
all his time. He didn't know much
about tho town, as he was a newcomer, and then, "it was best to see
the president."
■' The men who was seeking a location for hla factory—the man who
ehuld have brought into the town a
thousand new residents—Increased
the revenue of every business concern in the city—caught the next
train out of town. He could not And
out what he wanted to know, and he
waa disgusted.
\ Only Loesl Advertising Needed.
This town lost an opportunity for
growth and development.   Why?
I Lack of advertising In Its own local
newspapers.
-■ This town is a fair example of thousands of other towns ln the United
States.
•They.have something big to offer
t* the world—but .they don't sell it-
hot even to the people ln their own
town. This little experience set me
ttj thinking. If that town belonged to
ae, what would I do with it?
-A town ls no different from any
other business that has some valuable commodity to sell.
' Now, this town had a good newspaper, s commercial club, and 20,000
inhabitants. If I were president or
secretary of the chamber of commerce
of this town I would organize for
action.
1 Every member ot the club would
be pumped full of enthusiasm for his
town. It would be the duty of every
businessman to go out and sell this
town to Its own people. Make them
come across, with enough cold cash
to secure a year's good advertising
campaign in their local newspaper.
They owe It to their town.
"'There is no more reason why a
newspaper should support a town's
advertising campaign, alone, that any
other business should do it. Advertising s town is the business of ev
ery msn getting his living out of that
town. There are plenty of newspapers that do donate columns for free-
town boosting material every year,
hut I've never yet known one whose
efforts were appreciated as they
Should be. Another thing: free space
Is never worth more than it costs.
«Oocsslonajl putts and nice flowery
things said about a town ls not adver-
tdslng. It ls not the kind thst brings
Mc  results.
le What any town needs is a regular
Eay-ln-and-day-out    advertising    campaign, built on an attractive presentation of the selling points of a twn.
When the cmmercial club has raised
« town advertising fund the businesslike thing to do Is to contract for
specs in the local paper flrst, and use
•bough space to make the business
story of the town register with the
residents of the town/lrst.
>'        Wvery Day Work Counts.
Si Ths campaign should begin ln the
local  newspaper,   because   a   town's
own  people  need  advertising  to  all
the   time   to  keep   them   continually
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boosting for their town. Then, when
the campaign has started to secure
results for the town, it should be extended to newspapers in other towns.
A mighty attractive series of advertisements can be written about any
town.
The town that the propective factory locator left ln disgust had more
to offer then the average town. First
It had good factory sites—with a low
cost In power and taxes. It had good
retail stores, Judging from the interesting window displays along the main
street.
Picking a Live Town.
One of the easiest ways of sizing up
a town is to look for nationally advertised goods in the windows of local
stores. If you find the merchants handle up-to-date, advertised merchandise,
you can rest assured the town people are demanding the best quality ot
merchandise. Regardless of the fact
that the chamber of commerce seemed
to be taking a siesta, this town seemed
alive and Inclined to be progressive
in its school buildings, public library,
churches and homes. The town had
a prosperous and well-to-do appearance. It had enough life, and attractive features, to appeal to the average
factory worker seeking a home where
his children would have every advantage of education and culture.
Yet nobody knew this. And if they
did they were keeping it quiet. Only
a careful observer visiting the town
would see all this valuable advertising
material going to waste. There was
enough "copy" running loose in that
town to run a full page advertisement
once a month, and a quarter-page advertisement every day, in the local paper for a long time.
If the average commercial club,
board of trade, or business boostem'
association, would look at towu advertising as a vital necessity in building
up their town, they would get somewhere with greater ease. But Instead
or going at It as they would If it was
their own private business, they hold
a get together meeting, talk loud and
nice about their town and expect the
local newspaper man to run a nice,
big-type story about It on the front
page—free—and that Is Just what it
Is worth. What the outsiders want
Is facts stated tn a business-like way,
not camouflaged with high school oratory*
Newspaper is Voice of Town.
The local newspaper is the voice of
the town in which It Is published. It
Is the dally representative or salesman of that town. The people in the
outside world Judge a town by what
they read in Its newspaper, and there
Ib where any town campaign must
start.
After the chamber of commerce has
contracted for enough space to tell the
town's advertising story so that It will
get across big, they should also purchase enough copies to distribute them
to passengers on all thru trains, trolleys or automobiles. If they haven't
nerve enough to go that far. then provide for newsbys to offer the papers
to all visitors or passers thru. A well
presented newspaper always .interests
a stranger. But, most important of
all, Is the fact that the dally story in
the local newspaper will soon huve
everybody ln tbe town talking and
boosting as they never did before.
Next, get the town people working
In connection with the newspaper
campaign. In other words, get every
citizen interested in scattering the advertising story of tbe town.
Newspapers Will Help.
The campaign can be called a "Pass-
It-On" publicity movement. At the
bottom of each advertisement a notice
to all citizens to clip the advertisements from their newspaper, and send
them In every letter mailed to friends,
with instructions to pass them on to
someone who might ,be interested ln
what the town hus to offer. If they
don't write letters, then mall the entire paper to some friend. At the
end of the year the newspaper can
publish an honor roll of the names of
people who huve brought business
to the town thru their efforts along
this line.
The advertising-town is always a
live town. People want to live in a
town that ls growing—that Is wide
awake,  upand-doing every  minute.
There is no limit to the developments of a "Pass-lt-on" campaign, once
It gets ln full swing. If the advertising copy appears every day ln the
local newspaper for a year, the
chances ure the campaign would
arouse nation-wide Interest because
of its practlcul results.
A campaign of this kind to be a
whirlwind of a success must have real
energy and actual cash back of It. And
It must be on a yearly basis, with copy
changed regularly. There ls a difference between running a standing card
about the town and a bang-up reason-
why talking advertisement. A live,
wide-awake town wants the kind ot
advertisements that say something,
and say something different every day.
1732     Washington's
Advice .....
1799
"Economy   makes  happy  homes  and
sound nations.   Instill it deep."
"Refrain from entangling alliances with
European nations.
LE6I0N10 OBSERVE
WASHINGTON'S BIRTH
FRENCH       MEMORIAL       CERTIFICATES TO BE GIVEN MOTHERS
OF DEAD.
The local American Legion will observe Washington's birthday Sunday,
Keb. 22. Special services for members only will be held in the legion's
clubrooms.
Also on Sunday the French Memorial certificates from the French government will be given to the mothers
of the soldiers who died in France, by
a committee appointed by the commander of the local post.
Legion to Get Bonus.
The local post has been notified
that all ex service men will receive a
$50 bond for each month they were
in service. . It has been carefully
worked out und has been decided by
a committee at Washington, together
with tbe American Legion, that this
amount will cover all losses of any
soldier during the time he waa ln the
service.
The local legion also has a picture
booked to be run at the Empire theater concerning the American Legion.
It was taken in California and will be
of interest to the public. The date
will be announced later.
Next Meeting Tuesdsy.
The next meeting of the local post
will be held at the club rooms next
Tuesday evening. An election of officers will be held. The meeting is to
be called to order at 7:30 p. in., and
all members are requested to be present.
ANNA KLINE, FORMERLY OF
SOUTH   AMHERST.   DIES
Miss Anna Kline, 19, daughter of
Mr. and Mrs. Fred Kline of Elyria.
died Saturday at the home of her
parents, pneumonia being the cause of
death.
Miss Kline is survived by her father and mother, two sisters and a
brother.
Funeral services were held Tuesday afternoon at 1:39 o'clock from
her lute home in Elyria and at 2:30
at the Congregation**! church in
South  Amherst.
The services were ■', attended by
many friends of tha deceased, and
floral offerings were numerous. In
ferment was In Evergreen cemetery
at South Amherst.
NOVELTY lA
WINS PRAISE
e
CROWD FILLS  REDINGTON  HALL,
ROSENTHAL'S   ORCHESTRA
MAKE8 HIT.
ATTENDANCE AT NIGHT
SCHOOL SMALL
LITTLE  ENTHUSIASM  8HOWN  BY
FOREIGNERS— ILLNE88 SAID
TO  BE CAUSE.
WORST OF EPIDEMIC
PROBABLY OVER
KEEP     BEING    CAREFUL;     STILL
TIME TO CATCH  DISEASE,
SAYS TURNER.
Dr. Turner, local health officer, said
Wednesday that he thought the worst
of the Influenza epidemic ls over and
ull cases of the disease will soon disappear.
There have been many euses of the
disease in Amherst, some eif them serious. Only a few deaths huve result
ud, however. The locul hospital and
physicians have been rushed to capacity and huve mude utmost effort
to give medical aid to the afflicted.
However, Dr. Turner suys It is not
too lute (o catch the disease and everyone must still use every precaution
lu preventing the plugue from spreading, lie cautions us to keep away
from homes where u person is afflicted. Children with hard coughs and
colds should be kept from the public
schools. People should keep away
from large public gatherings, as this
is one place where the flu germs are
the   thickest.
8PECIAL PROGRAM  AT CHURCH.
Mra. William Holl has been confined to her home on Church street by
Illness.
There will be special services next
Sunday evening at the Stone church,
ln commemmorution of Washington's
birthday and "Mission" Sunday. An
Interesting program has been arranged. An offering for missions will be
taken.    Kveryone ls cordially Invited.
WANTED -Several girls, senior high
school preferred, or married women, to compile census of Amherst
for city and county directory.- See
Mr. Chernay at News-Times ofllce
Thursday, Feb. 26, between 4 and 5
p. m. 19
The American Legion novelty
dance given at Redington hall Monday evening was a success from every point of view. Some say It was
the best conducted elance-they ever attended and the affair had many points
which would justify that statement.
The hull was decorated with flags,
bunting and other red, white and blue
appointments. Tri-color electric bulbs
were used in place of the ordinary
white ones.
Some  Jassy   Orchestra.
Anyone would be safe In saying that
the orchestra. Rosenthal's of Cleveland, was the best und most peppery
ever appearing In Redington hall.
They played every piece as tt should
be played, and put across many innovations entirely out of the ordinary.
The orchestra consisted of ten pieces,
Including three violins and numerous
wind Instruments.
Novelty A-Plenty.
The name of the dance was truly
applied. It was a real novelty affair.
The dance was formally opened by
the grand march, led by Commander
Clarence A. Baker of the local post
uml Miss Helen Stone. In the msrobe
the dancers were given their pro-
grams for the evening. Immediately
following, everyone tried to fill his or
her card with dances for the rest of
the evening. Other novelties were
thS moonlight and twilight waltzes, In
which the lights were dimmed und the
couples danced to the fleeting glare
of a spotlight.
The novelty two-step was also u
feature. The dancers exchanged partners several times until the lust encore when they were requested to fliiel
their original partners. In this dance
rlovelty hats were passed out.
The biggest feature of the evening
was a barrage two step. It was surely a barrage-a barrage of confetti
and streamers. No one managed to
get through this dance with less than
one sackful of confetti down his neck.
Financially a  Success.
Members of the Legion are well
pleused with the results of the affair.
They cleared severul hundred dollars,
which will be applied toward building
up their building fund. Amherst merchants co-operated heartily by taking
advertising space ln the nifty pro-
grunt. Hundreds of tickets were also
sold, many who did not attend, buying
tickets.
As this is the Ilrst dance given by
the local post, muny more probably
ure In store for the dance fiends. The
Legion has established a great reputation,   and   a  crowd   can  surely   be
Attendance at the night school
meetings the last several weeks, and
ln faot since the school was started,
has been small.
Superintendent of Schools F. R.
Powers reports that not over five men
huve been present at any one meeting.
The school is being conducted under
the direction of the Minute Men and
up to the present time has been under
the personal supervision of Mr. Powers. He has put every effort Into the
new school for foreigners ot Amherst
and haa hoped to make it a success.
Beneficial to Foreigners.
There is not another better tning
that a foreigner could do than to Improve his speech and learn the ways
of this country. The night school affords the opportunity. It has been
planned to teach two classes In the
local school, one for the beginners
who know no English, and a secondary class for those who are farther
advanced in speaking the language.
The second class will be taught more
about the Ideals of Americanism and
every effort will be made to make
them citizens of the best type.
Tell Your Friends.
It may be that the foreigners of this
vicinity do not know about the school.
At the beginning Mr. Powers thought
every foreigner would gladly grasp
the opportunity and enroll. The meetings of the school are held every Tuesday and Thursday evenlngB in the
Central school building.
At the hist meeting, only one or
two were present. It was reported
that the others who had enrolled were
reported 111 at their homes. Superintendent Powers says he ls willing to
help in the work if the foreigners
wish to learn, but he does not intend
to take his time, which ls valuable to
him, to teach only one or two. When
once enrolled, to get the real value out
of the training, the students must attend every class.
Probably Will Charge Fee.
Mr. Powers says that ln the future
probably a fee of a small amount will
be charged every registrunt. In this
wuy be hopes to put more interest Into the student. If the student knows
he has money invested in the proposition he will be more liable to attend
thun if he did not huve. No definite
action hus been taken In the matter.
Flu   Keeps   Some   Away.
It ii thought that the Influenza epidemic here hus kept many prospective students from attending the opening classes. What the night school
needs is lots of public talk, if a person knows of a foreigner who is industrious und ought to know the language
uml ways ot America he should tell
him about the night school. He cun't
reud the paper, or he wouldn't huve
to go to school.
Mr. Powers says that be had between 20 and 25 students at a similar
school conducted ln South Amherst
several years ago. If the foreigners
know the real value of the training
that will be given them, no doubt
ought to be ln their minds whether
they should attend or not.
PINCH US AND SEE
If WE'RE ASLEEP
The Klyria chamber of commerce recently published a
resume of its activities for the last year. Among its accomplishments was the acquisition of about 20 new manufacturing concerns during tiie 12 months.
We point to this fact for several reasons. If Amherst
had a LIVK organization of some sort—Bay the present
Husiness Men's association there is no reason under the
sun why some of these SO concerns, or others, could not
have been Induced to locate here. During the time when
Klyria was busily engaged in securing the 20, Amherst
landed one    ami a branch at that.
The one concern which came here—the Lattin Co.—is
awake and progressing rapidly. Its acquisition was a good
thing for the town, and a good move on the part of the company, from all indications. The only trouble is that Amherst boosters seemed to be content with the one achievement, and seemingly "rested on their oars" after that.
There should be a live organization here. Probably
the present one would tlo. if a little "pep" could by some
hook or crook be injected into it. Hut who's going to perform that operation? There has been one meeting in about
six months. Perhaps there will be another one sometime.
Many of the members at least hope there will be one more.
The work that awaits a live organization here is amazing, when one really thinks about it. There are so many
things we need here, and so many things we should do In
order to make Amherst the trading point for our natural
business community. People are going to Klyria, .Lorain,
and even to Vermilion to do their trading when Amherst
really is their natural center. How to make them want
to come here is a question.
A live organization would--possibly flrst—establish
a room, or a building, and call it a "rest room" or a "community house." Under whatever name, it would serve as
a gathering place for farmers, their wives, local busienss
and professional men. It would be equipped for the purpose. There would be telephones, writing desks, reading
and smoking rooms, comfortable rockers, an attendant who
might take care of children while their mothers did their
shopping. There would be a place where one could get a
bite to eat. The farmers could discuss their affairs and
transact any business they might have to do. There might
even be provision made for a small hall where many community gathering could be held.
Our needs do not end there, however.
We need good roads leading IN to town, especially from
the west and south.    Without them, we can never expect
to get our fair share of the busienss from those directions.
We need at least one other lnterurban system.    The
yellow line at Lorain is the most available.
We need a municipal park worthy the name. There
are many sites available.
. We need new school buildings.
We need a bathing beach.   The injustice of local persons paying heavily for the privilege of bathing in Lake
Erie, with no accommodations whatever, is a big question
with many.
We need more paved streets.
we need more factories Why does the Business Men's
association not go after them systematically? Why is
there not a paid secretary -alio could devote some time to
this work? Is it because local business men are afraid
to spend a nickel for the purpose, as has been charged?
While this newspaper is not complaining, inasmuch as
our columns are well filled with advertising, we would be
much better pleased to have them filled with AMHKRST
ADVERTISING, It means something to outsiders when
they see so few local business institutions represented in
the columns of the local enwspaper. We say we would be
pleased. But we also say we have done our last begging
for ads from local merchants. If they cannot see that advertising is a paying proposition for them, not in particular
for the newspaper, they will have to continue that way
until the great awakening comes—as is surely will.
To tell the truth, we need more community spirit.
Other towns have it in much greater amount than we have.
Seemingly we have laid down as being satisfied with our
accomplishments to date. How long, at this rate, will we
enjoy the distinction we now have of being one of the finest
little towns in the state?    Not many months.
Many merchants have spoken in favor of something
"being done about it." There are prospects that a meeting
may be held soou. and a thorough discussion of the situation in all its aspects had. Let us hope that there will be
a representative attendance and real steps taken to place
Amherst in the place where it rightfully belongs—at the
head of the procession among the smaller cities of the state.
"Certainly a merchant or a manufacturer can do without advertising.
He can do without breathing, too. The
result in each Instance ls about the
same."
counted on at any Legion affair hereafter.
BIG BARN AND
GRANARIES PAY
FARMERS  WITH   STORAGE  SPACE
FOR CROPS  REAP BIGGER
PROFIT8.
Farmers who sold their crops last
fall ure again witnessing souring
prices, und in ninny cases are wutch-
ing neighbors who stored thi'lr produce sell at u niuterlul profit. Many
close students of market conditions of
the past few yeurs are convinced thut
the mun who stores his crops will
usually reap big returns for his small
expense.
Nearly ull food supplies nre higher
now thun they were at harvest time.
The reason seems to be that while
few farmers huve adequate burns,
granaries, and storage facilities to
house their crops, the middlemen who
buy at thut time churge a big price
for their trouble ln holding the produce htrough the winter. Consequently, the farmer who has his own warehouse finds that It quickly pays for
Itself.
"The time to build the outbuildings
to house crops ls in the spring," said
C. W. Menz, locul lumber dealer, In
talking to a representative of The
News-Times recently. "Hefore the
fields are In shape to be worked—
right now, In fact—there usually comes
a time when farm work is slack.
Most farmers could well ufford to
devote this interval to putting their
outbuildings  in  shape  for  next  full."
"If tbe farmers had adequate storage facilities to house the produce he
) harvests, he would seldom be at the
mercy of au uncertain market. Besides, It is often easier to get building materials ln tbe spring than dur
ing the fall."
"For instance, Just now we have a
good supply of lumber, roofing, beaver board, and other building materials, but by the end of the rush summer season our stock on many of
these lines may be very low. The
wise builder realizes now that prices
ure going to stay high and material
scarce for muny years to come and
builds while he can get the things
he needs Right now is the golden
uge for the farmer, and It seems that
he ought to have enough facilities for
string his produce to reap the beueflt
of the big prices that come every
winter."
FURNITURE8 BOOK GOOD TEAMS.
The Amherst Furnitures have two
of the season's best games booked tor
Friday evening at the local gym. They
will play both the boys' and girls'
Itethlehem teams of Cleveland. These
ure in class A and will give the locals
a hurd battle.
Chippy I truce will again be In the
Furnitures' lineup. This will greatly
strengthen them. Firestone will be
able to play guurd, his regular position.
It will be the first time the girls
huve appeared in several weeks. However, they have kept In praotlce, and
suy they're going to win.
CARD OF THANK8.
We  wish  to  express  our heartfelt
thanks to our many friends and neighbors,   Rev.   Neumelster,  singers,  and
the U. S. Automatic Co. for their consoling words and floral offerings.
Mrs.   Wm.   Bahl,   Jr.
Mrs. Wm. Bahl, Sr., and Family.
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