| Show THE GARLAND That Picture on TIMES GARLAND UTAH CLASSIFIED the Calendar on Your Wall the Most Widely Known— Also the Most Profitable— Form of 'Art' in America Today department New York: What look like a palace at Park and 51st is merely the uppity Ave Racquet and Tennis Clubhouse There is Park Ave penthouse that waterhas a garden with a Radio City’s studios are fall built like boxes within boxes separaised rate rooms within rooms from the building floors by steel springs covered with felt in order to improve acoustics Imagine going through all that trouble for soap The Music Hall operas without can live comfortably ever leaving the theater They work there can eat in its restaurants a and have luxurious dormitory atop Talk the theater to sleep in about tact At one Park Ave place to a never bows the headyaiter a woman not if with he is patron bis wife About By ELMO SCOTT WATSON Released by Western Newspaper Union VT”OU gaze upon one there on A the walls of your home or your office every day and you enjoy looking at it Chances are that you never give a second thought to that picture on the calendar any more than you do to any other familiar object in your daily life But the truth is that when you look at a calendar picture you’re n looking at the most and most popular form of "art” in America today For "calendar art" is truly the “art of the people" and it years after Columbus is seen and enjoyed every the land discovered America strip of was dis- year by more people than now known as Manhattan have seen or enjoyed the comcovered by Giovanni da Verrazanno There isn’t even a street named aft- bined output of all the "Great er him What many sightseers Masters" in history More-overomantic and think is picturesque it’s the most profitable in Chinatown are merely rundown form of art because the tenements The city's worst slums Our fighting are located there business is estimathas installed a ed Mayor LaGuardia at $20000000 annually and of Hall the in one punching bag City been has that going on for a Gerroom Only aix cities in of years many contain more Cermans than number Who selects these pictures that Yorkville Many of the Oriental berbs sold for high prices in adorn our calendars? (Certainly not exclusive food shops are grown in the grocer or hardware merchant some or or other Insurance a If you want agent Staten Island which whiff of old New York go to the business man or institution provides us with a new calendar at Murray Hill HoteL the beginning of every year) How do they know what subjects will be Ten times as many people visit and draw the eye to the New York during a year as live in appealing picture (and incidentally to the adAs far as earththe metropolis message that’s usually just vertising the are concerned City quakes Big below It)? is the safest part of the world the answer to those and Well Only 4000 of the 18000 Chinese In many other Interesting quesUons New York live in Chinatown which suggest themselves when you This gives you an idea how cosmothe subject of begin investigating politan our burg is: It has three can best be answered The calendar art Arabic daily newspapers if you pay a visit to one of the "Big Chinese maintain a school for their calendar Six" art companies — The merchildren In Mott St of St Paul and Bigelow Brown riest locale in town is the Puerto Minn the Osborne company of ClifRican section of Harlem on SaturcomJ the There are laws regu- ton Nof Coshocton day night Ohio the Thomlating the shape of our skyscrapers pany of Red Oak The opening of the Brooklyn as D Murphy company Iowa the company Bridge was celebrated as a nations HI and the al holiday For twelve years while of Joliet company of Cincinnati Ohio the bridge was being built the chief one of these officials Talk the of to had lain partially engineer paralBrown the and Bigelow yzed The first lady to drive across companies— It was his wife who acted as his intermediary The Herman Goerlng award Is monthly to a member of the American Air Force in England It is given to the Yank who contributes most to the German war effort It is a large iron cross (13 by 12 Inches) worn around the neck The RAF has a similar each week in its paper — a parody on an official seal Recently It was awarded to the crew of a large bomber returned It seems they from a mission make their radio work couldn’t properly on the way home The gai was almost gone and finally they in what they were forced down thought was Holland Upon landing they Immediately set fire to their bomber stayed with it until It lit up the black night Then they ran like anything for what they thought was the near est house praying that the tenants were sympathizers It was the saloon around the corner from their base I presented One ef the most important storiei o( of the war (how the surrender the Italian fleet was achieved by s radio engineer of the Overseai Branch of the OWI) was ignored oi Not buried by most newspapers one of them even mentioned hli name He is Robert Morris Pierce of Cleveland Ohio attached to the Warfare Army’s Psychological branch of which OWI is an imHere is how it was portant part When Italy surrendered a done message was prepared for broadcast to the Italian fleet It Is doubtful If the fleet would hear it— because the Italian Navy had a strict taboo on listening to our broadcasts Pierce solved the problem by working all night to shift the big distransmitter to the international tress signal "band to which ships of The message all nations listen was broadcast every 15 minutes for When the Italian several hours fleet steamed into Malta (as a result of the broadcast) Admiral Sir Andrew Brown Cunningham Allied Force Commander Naval said: "Tell General McClure they’ve acin one day with propacomplished ganda what I've been trying to do for three years with the Navy Groocbo Marx told Artur Rubinstein that Southern California was the home of musical becoming Rachmaninoff Menuhin greats Heifetz Rubinstein all of Iturbl whom played at the IP wood BowL The maestro said when the season ended he was in the foyer of the and heard two dowPhilharmonic agers discussing music was the season at the "How Bowl?” one asked “Quite good" was the answer that we bad nothing "considering but local talent" ' - Bey meets girl (In an automobile) was a favorite calendar art theme around 1912 biggest of the "Big Six" for instance — and you'll learn that they have experts whose business it Is to "keep their ears to the ground" and find out what kind of picture Mr end Mrs America like best on their calendars They get that kind of picture from artists who are outstandAmerican ing in the field of illustration— from Maxfleld Parrish Norman Rockwell Lawson Wood Rolf Armstrong Anton Otto Fischer Frank Hoffman N C Wyeth and Maud Tousey and a few months later the art calendar company’s giant presses or are turning out of their reproductions paintings to adorn calendars which will hang in millions of homes and offices throughout the United States Since our fighting men hava been we’ve been heariserving overseas girls— Betty ng a lot about Grable Rita Hayworth Dorothy and other Hollywood celebrities Are any of these the favorite girls" of civilian America as well as military America? The answer Is "They are NOT!” The favorite girls” In the American home are five Uttle girls This is ene ef Andrew Loomis’ paintings af the Dionne Quintuplets which appearing on a Brown and Bigelow calendar have made them America’s favorite "pin-ngirls" for the last nine years who live up In Canada —the famous Dionne Quintuplets Moreover they've held that honor for the last nine years and lt’i doubtful if any PowHollywood star or curvaceous ers model will ever displace them since it seems that the plain people of America have both figuratively and literally pinned their devotion to Annette Cecile Yvonne Emilie and Marie Dionne whose childish charms have been displayed the length and breadth of this land in paintings by Artist Andrew Loomis on Brown and Bigelow calendars By actual count calendars bearing the picture of the Quints have sold into the tens of millions What Is true of this picture Is true to almost as great an extent of pictures produced by other artists mentioned above For they have produced pictures in every field— landscapes portraits ‘‘leg art” and nudes also some of the best known Unsporting pictures in the world the average American doubtedly knows the baby pictures of Maud Towsey Fangel better than the “Boy With the Fife” of Manet and the Norman Rockwell “Boy Scout" better than the "Blue Boy" of He has become better acquainted with the landscapes of Parrish and feels closer to his famous blues and purples than to the of Turner and Corot landscapes And from daily glances in his office and on his living room walls the average American who hunts and fishes (and there are 15 million more of him) has come to know and loVe like Hoffman's Frhnk pictures “At Bay”' one of the outstanding calendar pictures in the Brown and Bigelow catalogue better than any of Rosa Bonheur’s masterpieces No the average American may not be but he tremendously likes pictures and knows what he likes Moreover you’ll find what he likes hanging Ip his office home work room and places of garage recreation And he can hardly wait till his bank grocery gas or tire company or other concern with whom he or doesn’t sends him does business a calendar with his favorite artist's Whether it’s a nude picture on it or revealing bit of anatomy by Rolf Armstrong or Zoe Mozert or a more artistic lanscape by Maxfleld Parrish a situation painted in his Inimitable fashion by Norman Rockwell or a hunting scene by each of these artFrank Hoffman ists has his fans and as soon as the calendar is brought In by the postman it is unwrapped and the plain American or his Missus hangs it up at the spot on the walL The subjects they like run from the Dionne Quintuplets to historical scenes such as Columbus Discoveror Washington Crossing America ing the Delaware If you think the craze is big represent to member the back days when practically every American home either hung "September Morn” on the wall or fought bitterly about the propriety and even morality of having it there But the favorite subject according to a Brown and Bigelow survey has always been the landscape The scene must be a homely comfortable one— not and comforting the noisy flashy modern art However the outstanding favorite of the ayerage American a favorite that has held its leadership for nine years are the calendars Andrew Loo picturing the Quints mis' drawings of Canada's chief peacetime Industry have sold Into each year 2H million at their peak in 1936 and never less than a million a year Girl calendars nudes leggy pictures what is known to the newspaper man as "cheesecake” are next in popularity Men like nudes best and steel companies and tire send these to their men companies the millions customers garagemen contractors mechanics etc But a close runner up is the plain picture of a wholesome American girl the clean-ctype of young girl of about 17 These are favorites with storekeepers small town banks beauty parlors A more sophisticated type is etc chosen by city shops florists milliners and laundry and dry cleaning places Besides the Quints who are the essence of human interest the human interest scenes go biggest in the — home average pictures like Norand the etchings man Rockwell’s of a boy and his dog Religious pictures which had waned somewhat in popularity have spurted recently And due to the war undoubtedly the subject that is always sure of Its popularity is the outdoor scene like Even the busiest of executives them hanging in the office because it gives them a chance to relax for themselves a moment by imagining u) the wide open spaces Back m the decade from 1920 to 1930 the mother and child theme in calendar art was a popular one but it has fallen off somewhat in the last 10 years Just why no one knows Calendar makers will tell you that sound” the idea is “fundamentaUy and the only explanation they have is that no artist recently has drawn a picture with exactly Simithe right idea and technique larly ship pictures— especially the This bathing beauty was ered a very snappy number endars bsck In 1904 sailing ship scudding along in a stiff breeze — have declined in popularity as the American navy However wins more and more victories it is probable that pictures of warships will appear more frequently whether choose the But they Quints landscapes human interest or girl art the American public is minded It has been long before the war and will be as long ss about this time of the year the postman comes around with a cab endar and its picture by the Amer- has been pubUc for many years— since shortly after the close of anof conflict the other war when some unknown but enterprising genius had the ides of combining a calendar and a sales message It wasn’t until 18S8 however that E B Osborne “the daddy of the modern advertising calendar” not to the calonly brought advertising scale but also endar on a brought profits into the picture ss The American was smart enough well Osborne to see the pictorial possibilities in the new and beautiful county court house built in Montgomery Iowa He drew a picture of it attached a calendar to it and then went out and sold the idea of printing their names on the calendar to 22 adverThis calendar was sold widetisers ly throughout the Hawkeye state and that started the modern calendar dustry which has now grown into a 220000000 a year business D C Washington GOOD WORD ON EGGS If you Like eggs — fried scrambled or Easter — this may Interest you The high price of eggs will soon come tumbling down This event will be brought about by the sale of five million cases of government eggs War Food administration responding to the prodding of critics admits that it was putting too many eggs in one basket for military and requirements at the expense of civilian requirements Release of this tremendous quantity of eggi won’t alarm the housewife but worries War Food expert! because it might discourage production for next year Meantime War Food and OPA are rowing over the price to be paid for these five million cans of cold WFA officials storage eggs prowant a higher tecting the producers price for cold storage eggs than fresh eggs OPA thinking of the housewife says: “This is the first time we eve heard that eggs become more vale able aa they get older!” But War Food stands firm on th principle that the old eggs shoul' Their reason i bring more money that the old eggs were stored b dealers who were playing the usua seasonal game of holding for a ris in price without realizing that th was going to step ii government and take over at the fixed price In other words War Food experts are trying to hand dealers some ol the speculative profit they might have gotten while OPA— trying to protect the consumer — wants to bold the price down The inside government egg debate is still raging COLD WINTER AHEAD Whatever you bum this winter-- oil or coal — it is still going to be cold The public has the impression that it is only coal which is short now Actually oil is even shorter rations for this winter being based on a 34 per cent cut below consumption The fuel situation is so bad tha OPA experts several months agf recommended a coupon rationing coal A warm debate followed be tween OPA and the Solid Fuel Co ordinator in which Ickes supporter by the coal industry opposed ration ing But OPA experts believed coa would be short this winter and dur ing the summer laid plans for coupon rationing In August they wert all ready to go to press with million! of coupon books the coal Finally however Now it is too vetoed the plan late to impose coupon rationing — partly because there Is not sufficient time to print the coupons and give out instructions to local boards also because some coal is already ’supposed to be distributed — inequitably to consumers Thus we shall have to rely on “dealer rationing” This does not limit consumption— only strings out the supply in driblets a making greater delivery task without decreasing consumption The public believes that oil is bountiful compared with coal and OPA is now besieged with applications for reconversion from coal to oiL These applications are being reof abunsisted since the impression dance of oil is merely an iUusion FEWER TIRES FOR ALLIES One thing not discussed at the Moscow conference was rubber tires If the question had been raised Russia would have been told will hava that tires on to be reduced sharply Reason is that U S trucks and buses are wearing their tires down to the fabric and Jesse Jones’ long ballyhooed synthetic tires are falling behind schedule There is plenty of new rubber but a dir lag to tire production bus and truck transMeanwhile portation has never been more vitaL Last year inter-citbuses carried more passengers than the railroads with 669 mil(680 million compared lion) though they travelled fewer miles If they are crippled the weight would be thrown back on the already Also railroads struggling many places would be without transportation since 54000 communities have no rail service The army OPA ODT and the rubber director’s office are putting their heads together to find a way out One solution will be a reduction of Russia tires shipped on alone was promised 500000 this year in addition to 2000000 already delivered ican's favorite artist Calendars Have Grown to a §20000000 Business in 55 Years Calendars are made in every consize and shape — from the ceivable smallest which will fit into the vest pocket to the “jumboes” 29 by 42 inches in size which will cover a large blank walL These “jumboes” go well in rural areas where wall space isn’t at such a premium as it is in small apartments and small business offices in the congested metropolitan areas Here the average size calendar is only 16 by 33 inches in size - f considfor cal- - GOODS STAMPED Is 41 Washington is plagued with an exof traffic lights One near the senate wing of the capitoL is green all the time thus serving no purpose except to confuse the public 4L Gen “Wild Bill” Donovan drives a midget “Standard” car made in It sells for $800 new but England the general bought it for $1000 second hand C State department learns that one of the most distressing shortages in France is in ordinary household ' needles cess EQUIPMENT OFFICE BUT AND SALT LAK Wl BULL DESK OfTW EXCHANGE USED CARS— TRAILERS White Fawn Flour Leads Them All Ask rina popeJip :uonrK) sawn ss your £ ss XpM "009 tig— iS jts es jdoZ Zaemis Frlepdly °J 96 ieo Grocer sen T3' (0 ‘2()a)ssi eqzmjq dies i3w s taoj2 moN aqwtaj sttozp g fog noX y YOU WOMEN WHO SUFFER FROM w HOI HASHES If you suffer from hot flashes weak nervous cranky feelings are a bit blue at times —due to the functional ” period peculiar to women —try Lydia Z Plnkham’s Vegetable Compound to relieve such symptoms Taken regularly — Plnkham’s Compound helps build up resistance against such distress It helps nature t Also a fine stomachic tonic Follow label directions LYDIA L PIKKHAM’S ‘Focus Cats’ The Focus Cats are pilots who carry no guns and whose specialty is photo reconnaissance in the 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