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Show I MIDVALB JOURNAL AND MURRAY EAGLE Principle of Tewspaper Advertising Lauded By J. C. Penney Executive Only the finest of food stuffs can find a berth in our restaurant WE SERVE ONLY THE BEST AT ALL TIMES Our Customers will testify to our service CAfE lVIidval Utah Cottonwood, Utah PRODUCERS & DISTRIBUTORS OF GOOD l\11LK PACKED IN ICE DELIVERED EARLY Midvale Sandy Telephone Douglas 91-J4 Two tons of gunpowder. Three mil lio.n Rquare feet of lumber. Five hundred rifles. One thousand costumes. More than a thousand extra people, including Indians from more than a dozen tribes. Seven hul'1dred horses. A complete field kitchen and a corps of waiters. A special train a.nd ten thousand dol lars worth of priJvisions for people and feed for animals. There were a few of the items requil'ed during the filming of "The Faming Forest" made for Cosmopolitan by Metro-Goldwyn-1\fayer and now being shown at the Diana 1'heatre Sunday a.nd Monday. R. L. Whitman Di:clares That American Newspaper Is Vital And Growing Foice in The Retailing World "Slowly but surely the great American public is becoming, to quote from the advertising of a prominent New York store, 'more wisely critical of what it buys,' " accordiug to R. L. \\'hitman, advertising dirEctor of the J. C. Penney Company. "And I further believe" Mr. Whitman continues, "that we aJ:e approachi.ng very near the time when the confirlence-buildiu~ service-rendering type of merchant will discontinue such p1·actices which are branded as unethical. A newspaper is primarily a news medium, an~! if advl'l·tising doe~ .not present an in!<trnctive anrl constructive mes.;;age, it has no pln.ce in a newspaper. "The .T. C. Penney Company this "·ear will expend upwards of $2.2!10,(100 for advertisin <r a:nd fully 85 per cent of this sum will go to newspapers for newspaper space. "The best advertising work of our org:miz11tion dates from January· 1. , 1 9?1'. More thought, planning and hPtter execution is being- put into the iob and thP results have been extremP ly ~ratifying. While the percentage cost of our nclvc>rtising to our gross <:Hies has varied but a small fraction from year to year, our s~les in 19211 increased 27 per cPnt. From Januarv 1 to Jnne 1 of thic; vear we marl,. ~ ·sale~ gain of nearly 31 per c.~nt. This year's gain we regard as rather I ,Fairdale FA MS o.A· Y ""! LA YISH l<'IL:\1 :MADE OUT OF NOVEL BY J A:\IES CUR WOOD LEARN FROM LINDBERGI-I The thoughtful young men today who con.....,.,·stently save a part of their regular earnings ve had a new inspiration in the achieve~"'Y'Ients and glory of their fellow countryman, Colonel Charles A. Lindbergh, America's intrepid airman. They know the one factor which made all possible was the fact that he had $2,000 of his money to invest in the venture. Colonel Lindbergh was the largest single contributor to the ventu1·e-throw ing all his savings-1none y he had deposited regufrom earnings as an air-mail pilot. ColLindbergh no doubt would today be an own air-mail pilot-IF he had had VIN-GB. Does this teach a lesson? (We Pay 4 per cent on Savings) Midvale State Bank remarka considerirug- weather co,nrl'tion s and a tendency on the part of m ::m~· people to .fintl that times are not as giJOd as they were. "A point that every publi~hr.r would do well to emph~~ize to the retail merchant is the importance to the mer d 1ant's f'E'!ling- pro,nam of a defi.nite tie-up witn nationally advertised mercln. n , li ~'e. o: cour~<' he must be post'?d iu advance by the national advertiser on publications and im:ertion date:< ,.;o that he can pla.n ahead for his local advertising and displays. "We tell the people through our advertir,emenL;, that ·.;hey do not need to respond today. tomorrow or any partie;.lar day, to om· message, but that ' hE·~· , :m come at any time. Our mer chandise and our prices will be the >arne next week or next month, as tolay. "Neither price, quality, style ,n or service is the outstanding featm·e of Jur :~tore keqling, but all these factors old collectively and inventoried aR good will reserve'. Good will and confidence in our operations are to us ,-hat comparative prices are to other Rtores, the basis by which we wish 1eopl ~ to judg·e our values. We use thousands of columns of space for in;tit~ :tion::d or g-ood will advertL'rtg with very sati~factory results. "We have repeatedly found that the wn·ning newspaper, with its country circulation require·< a different mer·lwndisc' mec~ag•" than the one for the avening field. To use the same ad~·ertis e ment in both editio.ns would, in )Ur case result in much waste of mon• ' Y· This is not a theory with m;. It · s our experience. , We refuse to quarf•l with the publisher in cases of this \ind. but we reserve the right to buy pace just as we buy merchandise, so ~hat we can handle it at a profit. "Another point that must always ba ')arne in mi.nd is that our experience 1as conclusively demonRtrated that Jne newspaper covering, for example, ·wo-thirds of the tradirug populations, ' nables us eventually to hake our advertbing effective with the entire pop 'Jlation. When we have sold the two' hirrls i.n a definite way the force of _h at achievement brinp:s the necessary 'nfluence to bear upon the families co mprising the remaining one-third. "The J. C. Penney Company enterains no fear for the future of newsnaper. advertising, believing that its 1rinciple is fundamentally sound and ltat this principle will be more and more safeguarded as time g-al)s on. We can all be sure that the American !tewspaper i~ a vital and growi.ng force 'n the retailing world." At Least H9nest Graduate- "Im looking for a job, ·ir." Presi.Je.nt--"You look pretty good to :ne, but we can't afford any more help at present." "But I won't be much help, sir." Mistaken Identity After waiting long anrl patiently for his waiter to appear with his order of ham and eggs, the nervous Mr. Wollup accosted another waiter and asked: "How Jon~ have you been work i,ng here ? " "Two weeks, sid," replied the waiter. "No," said Mr. Wollup, sadly. "You are not my waiter." Subtle Old Fish Her Father-"Do you support yourself?" Suitor-"Why, yes sir." Her Father-"The,n you ought to be abolished by the board of health!" Suitor-" For what?" Her Father-"For maintaining a nuisance!" Facing Facts "I don't know what we are comi.ng to," pondered the autoist as he drove up to the edge of a clif\'. Mr. and Mrs. Eugene 1\Iiller and daughter Jessie Jeanne and Mrs. Vir ginia Millard and son, Eugene returned home Tuesday from Richfield wh€l·e they spent several days as the guests of Mr. and Mrs. W. D. Fitzgerald. f/li>'JICE __ ..__........, Such A Difference . Aunt-" So you have learned a new p1ece, dear?" Nie~e-"No, it isn't a new piece;' the p1ano has been tuned!" thro:1t. Not That Kind of a Boy "Let me get you a job as a hotel vleark." ;;what does one do?" Put Up people for the night" "I don't care for put-up jobs.'; ~-----------~----------~ r~~~~I)<:;::>(~O<::><,O<::>CO<::>CO<::>C~~~ ~ Q When HUNGRY Visit- , 7\ ~ Q Q Q 7\ CH.RIS' PLACE, Cor. State and Main Sandy City, Utah HAl\fBURGER S HOT DO S Cold Sandwiches Ice Cream SODA WATERS TRIPLE XXX Root Beer Etc. Etc. Etc. ~ 'l. ·Q u~ (\ y; A.uto Rep?-ir Work ~~y;y;y;y;y;y;y;~~~y;y;y;y;~y;y;y;y;y;~~~~ • <:JJusy smokers of today select Camel as their fa'Vorite smoke PRESENT-DAY people, tlie 'Eastest workers of all time, claim their right to enjoyment. And they choose Camels for the utmost in smoking pleasure. Camel is made to please and delight the modern, experienced smoker. It is rolled of the choicest tobaccos grown. It is matchlessly blended for mildness and fragrance in the smoking. Let Camels demonstrate their goodness and you'll know: why the smokers of today choose them over all other ciga. rettes. For that exalted sense of tast~satisfaction, no other smoke can compare with this one. ..Have a Camel!" C 1927, R. J. Re)'llolda Tobacco Coblpany, Winoton·Sal-, N. C, Dumb Dora Flip-"! had a permanent wave put in my hair while I was on the steamer crossing the Atlantic." Flop-"Oh, an Ocean Wave, eh." m Acetylene Welding ~T1re Repair vVork Battery Charging Station !fi ~ GASOLINE and OILS Yi y; H. P. HENDERSON ~ !:FiPhone Midvale 31 Sandy City, Utah~ Phone Midvale 119 She departed with speede, Of a pin beLng in neede One can never depend on elastique. J-~-n-•• ~~~~~~~~~~~~~~~~~~~~~~~~ MIDVALE FURNITURE COMPANy ' Decreased Overhead "Splendid, Aloysius, I see by the papers that the price of gasoline has come down." . "'!hat's right, Hepsibah, but I had no Idea you had a car." "I haven't but I've got one of those trick cigar lighters." , Q Rather Unique A charming young lady, from Mastiq Q Was performing some... neat... "poses plastiq.'' ~)<:::>o~~~)< <:::>o~)<:::> o~~~~ _ _ _._..______:::>o)<:::>o) , _______• _ _,,___,.__n__...,__ •• - Brunswick Phonographs and Records-some thing new every day. CALL and HEAR the LATEST. "' How It Is Done "Yes, Archibald, Robert does make more mm;tey than he spends. He works at the m~nt." For prevention agai:r ·t g um infections, u oe 7..onite, the new }Jowc.rful antis <> ptic. Also guards against colds, coughs and more ~eri ous discares of nos:.! and • · 'TliAT' S The Acid Test Martha-"Your wif-e tells me that her diamond ring is practically priceless." Arthur-"Yes, that's what the pawn broker _told m~ when I tried to raise somethmg on 1t.'' For Your Furniture and Save Money Terms Extended IT. HI.I~TS' - - ANO For pyorrhea GO TO G FOR ONE WEEK ONLY 6 Piece Walnut Dining Suite $75.00 8 Piece Walnut Dining Suite ..................... $128.50 Many others just as reasonably priced. Hand painted lamp given free with each dining suite purchased during this sale. Come while there is a good assortment to select from. l'O:Ol'I-E 01\ll.'l' ON£' '7lUNG ~IU. GIVE ~ CJNT One Got Well Medico-"Anythi,ng happen while I 1\fr. and Mrs. H. S. Crane entertainwas out?" ed at dinner Sunday in honor of Cecil Nurse--"Yes, sir; a patient called." Crane and Mr. and Mrs. Thaine of Lop·an Mr. Thaine was a companion to Mr. Crane in the missionary field. Co Poor Charles vers were laid for 18. Newlywed-"Charles has gone to ad dress a meeting." Friend-"Why, I didn't know he was a speech-maker." "Neither did I. But he's been called upon to make a statement before a meeting of his creditors." USE ECONO MY FLOUR Dining Room Suite Sale THE:~E'S A "Regular" Guy Judge-"So you robbed the restaun;mt because you were starvi,ng. Why d1dn't you take something to eat instead of looting the cash register?" Prisoner-"l'm a proud man, yer honor, and I make it a rule to pay for what I eat." He 1\Iay Be Right Prof. -"Where would you say the population of our country be most dense?" Stewecl-"Just above the neck, sir.'' ' |