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Show THE SALT LAKE, TRIBUNE, SUNDAT MORNING, NOVEMBER 17, 1929. S Packer Praises SOVIET FLIGHT TO U.S. PROVES DARING STUNT Newspaper Ads For Quick Results Iiers C :d Worst Sea and Desert Territory in World. By FREDERIC J. HASKIV. Nov. 16. The WASHINGTON. manner In which that American in. vention advertising In big....way . i ..' flA& hpn taken im Kv tJ r4.na anoiua oe regarded as one of the latter-da- y wonders of the world, especially aince the most modern American Improvement, that Is, use of the air for exploitation, is being uniiaiea on sucn a large scale. The latest example has been witnessed by the people otthe United States in th feat of the Russian fliers in bringing their mammoth plane. The Land of the Soviet, to this country. This example is the more interesting in that it represents a bold attempt and a quite generally admired one mJ Aif JI iar inings in the world today, Rus sian sovietism. Doubtless the flight will have the effect of causing a great many additional people to be s little more curious about the people of moaern ttussia and how they live. The people engaging in these aerial advertising stunts on a world scale have a less commercial name for the practice, but the ouroose is no dif f erent, The advertising voyage of The Land of thes Soviets was called a good-w-ill flight. So were all the other similar advertising stunts in the air. Colonel Lindbergh's flight across the Atlantic was hailed as a good will flight and he followed it with n werone Tmtted goodwia tligtrts-aStates and then to several of the nations. French fliers, Italian fliers, Spanish fliers came made good-wi- ll Then flights. the impressive gcpd-wlflight of the Bremen westward across the Atlantic and finally the tremendous good-wi- ll gesture of the Graf Zeppelin in crossing the Atlantic to this and than circumnavigating country Latin-Americ- an U the globe. A commentator with a philosophic of mind might observe that motive along with the good-wi- ll desire of might be found the age-ol- d citizen a of one country to display how much better he and his country are than any other. An analogy might be drawn between these goodwill flights and almost invariable claim of newspaper, magazine, and billboard advertisers that their product Is, without qualification, the best. There must be at least a hundred kinds of some products on the world market, each one of which, according to its proprietors and promoters, is the best. Indeed, some companies control several brands, but unblushingly. advertise each one as the best. Russian Exploit . Daring, Spectacular. Along such pr.ths progress lies. Those who have been bested for the time being by the exploit of men of another nation instantly set about the business of evening the score by doing something more daring, by finding some more spectacular manner of expressing good will. There Is not a shadow Of a doubt that if someone from the earth by some means reacnea Mars or any ouier neaveniy body the exploit will be heralded as a good-wi- ll gesture. At least by the men of earth. How the men of Mars view such an invasion 1 a might matter Jor conjecture. In a sense this voyage of the Russians was almost as adventurous as a trip to Mars. The first attempt started from Moscow on August 8 turn . ILl JLJ A X f W l J JJr-- ILL kjj 1 Gtutavua F. Suift ft Vice President of Swift Company Explains Val lies of Publicity. CHICAGO. In an address to members of the American Institute of Meat Packers here, Gustavus F. Swift, vice president of Swift & Co, nraised newsuaner advertising as a splendid medium through which the manufacturer can call attention oi the public to his- products on short . notice. "Housewives have found." said Mr. Swift, "that they can conduct their shopping with less time and effort If they study the newspapers before setting out to buy. Newspaper ads tell the housewife where to go to get what she wants and give her as commodities will be surance that the as represented. " "Advertising likewise provides a real service to business, enabling the manufacturer or distributor to direct the attention of the public to his Drooucts on snort notice, i may be said that the public is reading newspaper advertising witn greater Interest and greater confidence than Tlo To) 7 l&MM. SIM oJJ r (11 - nt ever more Atwatcr Kent electrifies ONCE world with an announcement such as only Atwater Kent could make. Once more Atwater Kent craftsmanship gives you the finest in radio at the lowest before. William W. woods of Chicago was reelected.president of the institute. easy sailing from then on, the visits to various American ernes Dng swallows play. The United - states navy depart ment gave every possible arslsiance j to the adventurers. The North Pacific fleet was ordered to keep in touch with, the plane whenever it was possible to maintain communica tion by radio. The united states coast guard In Alaska gave aid and an escort of navy planes welcomed the Russian fliers to Seattle. Private airolane companies gave cooperation and the chambers of commerce of American cities welcomed the men, Governors and mayors donned their silk hats lor them. The good-wi- ll flight was sponsored by the eoavlakhim, or Society for the promotion oi Aviation and Chemistry, the principal air organ ization of Russia. The plane is an -- enormous monoplane With two huge 3500 miles a distance equal to motors. It was designed and made in from New York to San Fran- Russia. ; cisco when, in a dense fog, the plane struck a tree In the wilderness near Tale has 142 buildings, besides 20 Lake Baikal. The crew escaped and dormitories, and a library which conreached Irkutsk, finally making its tains 1,700,000 volumes. way back to Moscow. The second start was me.de, again from Moscow, on August 23. The vast Siberian wilderness was crossed succ?ssfully. This is the greatest and loneliest stretch of territory tn the world. The fliers found small outposts for stopping places, but the flights were across Hntracked forests where timber wolves still roam and hunt, across lakes which we uncharted. Smoks clouds from STOCKHOLM CUP). Installation of Swedish automatic stung their eyes. There is a region, Venice is yet antelephones in a vast desert, hot far from the other sign of the modernizaborder which had to be tion of the ancient city on the crossed, although its sandstorms are Adriatic Swedish telephones of such violence that had one been hflvp nrjt rmsr hcfnro bvn encountered the plane would have subscribers In south- -. been twisted by the force of the gale reserving em Italian cities, principally and the machinery put utterly out In Naples, and the turn has of commission by the driving sand. now come to Venice and Padua Gains Attention In the north." Of All Americans. At length Nikolaevsk, the last outpost of continental. Siberia, was reached. The engines were overhauled and pontoons substituted for wheels in preparation for the venture across the sea. Than the Land : of the Soviets took wing across the disthe Pacific, North traversing tance from Kamchatka to Attu, the westernmost of the Aleutian Islands, in seven hours, the distance being 750 miles. This is the most adventurous sea in the world. It is the old sealing ground of the poachers and among its worst are the September eales. 'The Smoky Sea," Kipling cells veiled it, because it is nearly alwaystseach-eroin heavy, clinging fog. It is a as sea which, Kipling says, g "goes nakedly between the shelves." These islands not so long ago were Russian territory and the United States coast and geodetic survey will tell you that even now not all its reefs and pinnacle roc's, .. water craft, lying in wait to trap and have been charted. These seas are dotted with thoels and reefs named for the ships which hive ttrucS them .and gone down. Each such charting has cost many lives. and a terrific In this Rmtember Bale The Land of th ' Soviets .rode the waves near Dutch tit .f.1jnn'l'nTi t( i f from the United States cutter Chelan beat- - its way out to her. The plane was moored to a buoy and the fliers $10 DOWN,l2.30 Weekly landed. Again the plane .dived into the closing fog and made Sitka. On October 3 the fliers took oft for Seattle, but, beaten by storm and blinded by fog, they were forced down at Waterfall, on th? wost coast of Prince of Wales Island. One motor went w I II II 1 1 1 w rl k i dead as they landed. Two of the crew the other stayed with the plane while on twelve foot two made their way miles to Craig. Rspsirs were effected CuMU aMAaj4 CtMOTrtVtintf Bra c f 'ni riiiiiidiMifiMWii ; j; -4- -- 0 , It is now in hundreds of thousands of homes. Tens pf thousands are going into new homes every week. And now Atwater Kent joins .with the leaders of other great industries in making your dollars buy more. i m1 K. TSJtl hxnd&oms mxr-tomlnnt lowboy attRictive and vtry hlh gnit, at a price that limply defies all competition. 1. C COMPI.ETK, SCREEN Irs tubei .: GRID 1 CONSOLI' $125.50 A . Savings in manufacturing come back to you in a further saving in the price of the radio. That has always been Atwater Kent's consistent policy. 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