The Norman Transcript (Norman, Okla.), Vol. 10, No. 151, Ed. 1 Sunday, November 12, 1922 Page: 2 of 8
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THl NORMAN TRANSCRIPT—NORMAN, OKLAHOMA
NORMAN TRANSCRIPT
Published every afternoon, except Satur-
day. and Sunday morning by the Trant-
cript-Enterprise Publishing Company. Nor-
man. Okla. Entered as Ocond claas Jan.
I 1914. under act of congresr
FRED E. TARMAN - - - Editor
R. H. PARHAM, Business Manager
Subscription rates: By carrier, 15 cents
a week. 50 cents a month. $5.00 a year;
by mail in Cleveland county, $4 50 a year,
bv mail outside Cleveland county. $6.50 a
year.
Office. 215 E. Main St. Telephone No 3
Member Oklahoma Press Association
THE AMERICAN'S CREED
"I believe in the United States of
America as a government of the
people, by the people, for the peo-
ple; whose just powers are derived
from the consent of the governed;
a democracy in a republic; a sov-
ereign nation of many sovereign
states; a perfect union, one and in-
separable, established upon those
principles of freedom, equality, jus-
tice and humanity for which Amer-
ican patriots sacrificed their lives
and fortunes.
"I therefore believe it is my duty
to my country to love it; to support
its constitution; to obey its laws; to
respect its flag, and to defend it
against all enemies."
PLAYING THE GAME
(Bristow Record)
There is something inspiring
about achievement. Whin you jour-
ney to some famous city and sec
wonderful buildings, fine artistic
homes, > tremendous fabric of com-1 riJJPT I ik|It/EIDC|TY
merce and Industry, you are incited j ffflv I UNIfLndH I
to go hack and try to do something ,
yourself along the line of attain-
ment- And the way to success 's
always open to those who know |
how to plav the game
ADVERTISING AND THE CONSUMER
By ARTHUR HALLAM
University Instructor in Advertising.
Advertising ha.-, its economic justification in the fact that it re-
ilut • r 11«- price of jjoods without reducing the profit.
In a previous article, it lias been shown that adverting decreases
the rent by increasing the volume of business in the same amount of
>pace.
Advertising, likewise, decreases tlu expanse of help. There is a
^reat amount «>f valuable turn wasted by the idleness of the clerks.
So much out of every customer's dollar must go to pay the
clerks
The average clerk can do twice as much business if he could
>n'y find the customers. Advertising brings the customers into the
store and, therefore, fills up the amount of wasted time on the part
)t the clerk. The large amount of business is handled without in-
creased payroll expenses.
Say that a $20 a week clerk sells $200 worth of goods in a week, $20
i.it of this $200 goes to pay his salary or 10 per cent of the cus-
tomer's dollar goes to the clerk. If all of the clerk's time was taken
up in waiting on trade, he could easily increase, his sales output to
twin as much or to $400 a week. Then the clerk would become 100
pt-r cent efficient at tlu same salary. Instead of 10 per cent of the
customer's dollar going to pay him, only 5 pc rcent would be used.
I'Ih wis* merchant passes this increased profit on to his customer
in the form of reduced prices on the same quality of «oods.
The more the price is reduced for a given quality, the more the
consumer is able to buy for his money.
Advertising acquaints the customer with the product before he
comes into the store so that he already has his mind made up
and can decide in ten minutes to buy that which it will take a person
not acquainted with an article one-half hour to decide to buy. There-
tore, advertising makes it possible for the clerk to wait on three times
as many people in a give ulength of tune.
Also ii a customer has faith in an article (all advertised goods
ai e guaranteed) lie will buy more.
( lerks, 100 per cent efficient, reduce the per cent of the cus-
tomer's dollar that goes to pa\ him to its minimum.
\g.iin, the wist merchant passes this increased profit on to his
customer. I he merchant is making the same as before apd the cus-
tomer is making the 10 per cent.
the fellow bellowed. I never said a
Mrs. Vera I Moore, of the I'ni long p.is- and broke through Nor- fellow then turned to the men's side Tiger 25-yard line. Johnsou then
ersity faculty, presided over the man's ,.•> ty. The third touchdown of the store. I crawled over to that snatched a pass thrown by Bristow,
home economics conference, and Oi- came alter Norman kicked off when side and got between him and tilt i an(j ran 20 yards for the touchdown,
konomia, University society, served . a Guthrie back raced down the field hack door. J Iwt a footstool, and He \fjgSouri opened the fourth period
refreshments to the guests. for a (X) yard run and a goal-cross- heard the racket. t wan aerial attack, which with
Miss Maude Xorthcutt, Cleveland er. . or, ln kl" iT?w,_ 'itRe line smashing Of Bond and Fow-
county superintendent, presided over
the consolidated high school section BURGLAR IS SLAIN
Friday and M A. Nash, newly
elected state superintendent, made
the principal talk. At the Saturday
meeting, A. G. Hitchcock, superin-
tendent of the Amber consolidated
school, presided. This section took
i ler soon scored a Tiger touchdown
BY NIGHT WATCHMAN
up the future of the rural school in (,odv was removed, and ex- and crouched behind a ease.
Oklahoma, administrative, transpor- a„ • , h„hinH ,
word a. thought possibly he kjcked ,he KQa, Lcss than
only talking for Precaution. I f ^ a ]ong pass frQm
thought perhaps he did., t know for.(q >nothrr
IN M'CALL'S STORE ^,h"y™ee I ,.,"toward I touchdown, and again the goal was
• the light switch. I then raised up,'kicked, putting the Tigers within
(Continued from Page t) turning the switch, told him to 'stick j fo^r P0 1,s °
at the Meyer & Meyer morgue, to em up.' He was about 12 feet away'
Fighting desperately for another
He i touchdown, the Tigers hurled long
pectcd later in the day to attempt an jumped behind a stove, whirled, and . nass««
time after time down the
tation, and community center prob- T^^tYonln'Okhhoma"'^* "" rw towa"rd''the Front" of th'e'wn1. "de- field, but as the quarter neared the
lems, and salenes of teachers. ytauld Not Surrender ' partment. 1 followed, telling him to end Bristow punted to one side of
The high school normal training ' stick 'em up, or I'd shoot. He turn- j the field which carried the ball
section took up observation work, 'u1 j ^"thnutfh"^11 -econd floor 10 the front thc wornen's de- the Tiger 4-vard line. Missouri at-
review courses, and other topics. 4 ! a > n 1 CT;r floor partment, and ran for the back door, tempted two forward passes from
Mis D. Ii. R. Johnson, Norman, •ul,u\ u[l* un c | fired, the bullet going wild. He behind its goal line, and Bristow in-
presided- " t,,sc0vcrea- then dashed up -the first flight of tercepted the second, rushing to
11 threatened Benton s me, when stajrg an(j was on tjle 0ffjCe landing the Tiger 4 yard line before being
SINGLE TOUCHDOWN'
ENABLES GUTHRIE
first found, and then ran, refusing to ^ ^ ,c(( gjde q{ hjs back tQ., gtoppcd
•suck em up as ordered several ,v.irds mc whcn j fired again , XlV0 linc smashes by the Sooners
times. Benton pursued him the en- ,
| tire length of the store before firing
I he said.
Comparison of Strength
imn made 13 first dou
Missouri; Oklahoma gained
Don't shoot any more, you!ve failed to gain as the game ended.
got me,' the man said. He struggled l
•iii i ,i„. ma„ to tllc ,0P of lhc stairs> and trumpled'! Oklahoma made 13 first downs to
I had no idea ot hitting the man. ( fo|lowcdi thinkinil perhaps lie was'17 f{jr
1 Saturday. "1 thought he was
SCORE 21 TO 12 IN HARO Z f tFw^dytn^He ma^ '^'i-s to, an average of 41 ,,rd,
_ FOUGHT CONTEST THERE Instead he turned and ran. I follow- , mp •• wh,le M,8souri I>un,ed scve" ""u's
♦ FRIDAY ««! '«? hl, firf "\ht \\t officers arrh-ed the man was I ^turfon"
01 stan > to the office, trying to make . .. , . . . , tumbled ti.rec times, Missouri onu,
Norman high school suffered its h\s get-away,^ I turned the gun and ^ ,)urffiar-s p0cket lay by his Ok:a,10,na ,cst 10 >arcls by scr,T"-
TO DEFEAT NORMAN •jr+sst"? sst" Srz. . wir1 1 r s
I ran into Seawright s cafe and call- fof Mjssourj xj1c Sooners punted
fifth defeat of the season I'riday fired again. I had 110 idea of killing
when Guthrie got away with the th
side, unopened. A search showed
... r llll IIV M. ■ .TV HI V I I
man. I am awfully sorry, that he had taken no merchandise, fie
one dollar bills hidden in j
mage and M ^ouri lost iour yards.
Oklahoma completed six passes
for an average of 20 yards, and Mis-
OKLAHOMA TEACHERS
PARADE DELIGHTS WOULD RETAIN ONLY
VISITING ALUMNI
of his socks and $1.65 in small •ol'r' completed eight passes for an
wrartrwiH in h.ndkerehief. ! av«aBc of U Jar Is. S.IOPTS had
The lineup:
from |
of | FLOATS, CADETS, CLOWNS
FEATURE THE LINE
OF MARCH
Not usually. Success tomes
playing the recognized game
business, taking advantage of eco-
nomic la , giving the people stmie
better service than they had before. I
.11 cir,11iI'll i ' housands of alumni and visitors.
The pages of any well circulate
1,500 HIGH INSTRUCTORS AT-1," * '
TEND FINAL STATE
C INFERENCES
More practical subjects should be
magazine"or" newspaper will give the I hundreds of automobiles jamming taught in high schools, it was gener-
. ni. ..f *Un tt-av f the trattic, Ruf Neks mounted on | ally agreed at the Oklahoma high
ambitious man hints about the way ,
In the magazines he,Mlorses a,u' vainly trying to school conference which closed he
iL' ' fr' ' *' I Saturday.
of business.
, . D ,4 tl^ that untangle the traffic around the cam- | Sa
will see the notices of products tnai
I n I.^en bonined hv advertising N,I1S :""1 "" boulevards leading Ironi 'If a subject has no practical ap-
He will note many articles whose | town, and behind it all gathering plication, ii should be discarded."
name has become a . , . . . . . ....
all thronuh the power of publicity. col,"nK parade--that was the picture 1 niversiey school of education quot-
A few years ago the producers of as the cr0W(l l>ush<''i l,ack whl" four as the feeling of .the teachers
these articles may have been ob I R,,f Xek"' mounted on white horses, j About 1,500 teachers attended the
' Rut thev had faith to | led the highly colored and decorated Saturday morning sessions. Local
scure men-
celebrators one half mile
go ahead and promote their pro-1 lnc
ducts through publicity, and a great 1 onK
harvest has resulted. j J"*' before the parade started,
So it is in the use of publicity clowns «n donkeys and in weirdly
in the newspaper field. You will decorated carts performed their an-
find many wonderful successes in ties along I lie line of march. One
retail trade that have been produced ; clown armed with a giant niggcr-
by advertising. If you could look | shooter, fired missives at the others,
back a number of years you could An 80 piece R. (). T. C. band sup-
find in many cases tliat these firms j plied the music.
were unknown or non-existent, or
only starting in a small way1.
Their owners were students of
human nature. They knew that if
long end of the 21-12 score on the, wouldn't have killed him for anything • ^ j
Guthrie field if I had known." nc
Heavy line charging coupled with Will Give Up. Place I change wrapped in a handkerchief. |
short passes over the line were Tears stood in Benton's eyes as he An opened suit-case was found near | ' ":S ' u icl>te ' " 1 c_. ,s*ourl
mainly responsible for the Guthrie told the storv. He said he would the jewelry case in the front of the ial f;(>en rcep e , Kia oma
victory. give up his work as watchman at the .tore, A woman's dress, removed M incompleted passes and
Norman made more gains in -tore. He had been watching there from a case, was found on the floor , ' ,Scr"'
scrimmage and played a more spec- at nights for about two months. Sat- nearby.
nninTinil nniincrc tacular brand of football in both of- urday morning was the first time he rhis was the second attempt that
inAulluAL UllUKoto • an 1 df'-nsiv, th:.M : ■ ' •" taken the pi-u.l Irnm under I,;,. I.nn made to l.urglari/e the Mc-
I linu ivnk VUUIIVLV (-nN but was unable to hit its his pill lu said. He ..aid he h*d Call store in the last few months. A
the opportune never tired a gun more than six 15-year old boy was arrested oil the
time, tho*- who witnessed the game t'"1" in bis life. I previous charge.
say "I was first awakened about 3
of\r\AIrrDO amor oiit
in the first period when a series of son e tellow> in Seawn.uht s I afe ,uct- oUUIMtn^ NUoi_ UU I
line-bucks by Martin and McCall ting coal so II dp^edTIGERS IN CLASSY
sent the pigskin across the line. The next turn i \\<i- auakiiua, i iu.imi
final touchdown was made when ; someone coming down the stairs trom HOME-COMING GAME
Gomez nabbed a Guthrie fumble, the second lloor. As my bed is at
following Norman's punt, and broke the edge of the tirst floor landing, 1 (C.„,ini,td from Page 1)
loose. Norman was unable to kick la^' there and wailed as 1 didn t want
M'irtin were the 10 ^,vt the fellow the drop 011 me. sponsible tor some of the disad- nson. Graham for Pokorney,
The man passed within ten feet of ( vantages suffered by the Sooners . Thompson for Cullen; Missouri,
i Mayes for Walsh, Knight for Lincoln,
. .. .. look at him a.-, the store ^as dark. \ Johnson Registers Again Scannel for Adams, Mayes for
in the line . • .
Guthrie after carrying the hall "The man went up to the front Neither side gained consistently in j Walsh, Wertz for Lewis.
over for its initial touchdown in the-'' the store on the women's side. I the third period and exchanges of Officials: Grovcr (K. C. A. C.)
first half-minute of play did
Oklahoma
Position
M issouri
Steinbcrger
le
Hill
White
It
Vandyne
Cullen
lg
Lewis
Schaffer
c
Smith
Edmondson
<"£
Wertz
Bowles
rt Bu
nker (c)
Marsh (c)
re
Walsh
Johnson
q
Fowler
Jokorney
lb
Lincoln
Hammert
rh
Bon :
Bristow
fb
Adams
Substitutions: Oklahoma,
McFad-
den for Schi
iffer. Pokorney
for Mor-
,, .. . . . ^ „ goal. Mel all and
household word. ',imdreds for the all-l niversity home j Dr. C. E Benson, acting dean of the outstanding stars of the Norman ■ ■
1 1_ .i..., i— ...... id,. „i,i . mv bed but I couldn t get a good later in the game
back field and Dernier and Reynolds ">, . p..
crowds swelled the total attendance
the store on the women's side. 1 the third period and exchanges of Officials: Grovcr (K. C.
not heard him begin opening show cases punts were frequent until Johnson referee: McBride (Mir.souri Valley
at the general meetings to 2,500, it 0„en un again until the third period as I crawled out of my bed and start- tossed a pass to Bristow which net- j College) umpire: and Houston (Ne-
R « n _.l iU.. T" Im . „ ,1 "70 ..I l ... . I i ti .i i . ... ...
was said.
Association To Be Leader
It was generally agreed that the!
Oklahoma Education association j
should be leader in all educational )
affairs, and that it should further j
the promotion of the b«t interests
of the schools for training teachers |
when her right end pulled down a ed on all-foiirs toward the front. The ted 28 yards and put the ball on the ' braska) hcadlincsman
a concern kept its name and its
business before the eyes of the peo-
ple, if it constantly told about the
things it was selling, it would rouse
public interest and get more than
its share of trade. \Y hen people
get that idea and advertise in-
telligently and give good 'tuff, suc-
cess is sure to come as anything
can be in this world of change. It
15 Floats In Line ! I>y securing more adequate housing
Fifteen floats representing the dif- ! ^cllitief" which were declared to be
ferent schools and classes were in- "°orest in Oklahoma of western
, , | states, and to provide efficient and
sufficient faculty help.
Behind the band was a large sign, '' ,
"Welcome \lumni," then the cadet'. Tl^' teachers also declared the Un-
oflicers of the HOT C. and six .S,h10"ld have a "ew educa-
companies of cadets with all equip-I "0n.. h"''d",g !° l>ettCr Serve the
ment of the infantry, including rifles. ! 'H?' S ° . sta c'
The infantry units were followed by 1 n . " a,S by many that Dr.
siv batteriis of field artillery cadets. °"8. W' Caldwc l. of Columbia uni-
„ , , „ , . i versity, New \ ork City, delivered
Faculty Members Burlesqued his masterpiece Friday evening at
Prominent faculty members came the University auditorium, on health
is a short path to success, and the ( 1,1 'or some ra/./ing with Dutch conditions in a school.
lewcomers. Darrongh representing O. lT.'s cow- Twelve sectional confe
boy poet, Dr E. E. Dale, and ' Big held
door is alway. open to nev
Pawhuska Capital
Bov" Lawrence burlesquing I ma
e sectional conferences were
High school principals discussed
CRITICS AND CREATORS I James, director of women's atlilet- the principles which should control
The power of criticism, of seeing ics. Dr Guv V Williams and I'ro- the reconstruction of the high school
defects in thing-, is an element in lessor Jacobson of the art depart- curriculum. with DeWitt Waller,
cess. Some men fail for lack of this nu nt also drew a place ill the bur-(Enid principal, presiding.
gift. They make something or per- leique. Judging School Efficiency
form some kind of service, and the re- Ttle floats in the order they City superintendents sought to de
suit seems to them good ami perlect. passed included the law school rep- i tenninc how superintendents may
Yet it may have serious laults that resenting a case being tried in ocurt; judge the efficiency of their school
prevent succcs-. It these -"il.- had ahl.arn and Blade, honorary mil- systems, with C. YV Richards Ard-
Ihe power ot criticism they could jtary ,ra,or,.jty. with an army wagon; more. E. E. Oborholtzer Tulsa F
correct the delects and satisfy t le j ,.nsilu.ers, Nvith their king. "Pat"; D. Price. Enid, J. X. Hamilton
public need |^tl| Wk-. a stadium float, repre- I'onca Citv and R T Tiuhe \tn..
I he faculty of cnticism is a very s,.nle(| hv a portion of thc Kraml kogw> le#d|og thc (|jscliasion '
common giu. < r c . -tand with pep organizations mount- Guy C Chambers of Okmulgee
"ublifofficeT'^keTgtraddm^ ^ 'Z S the modern Ian-
rlit iiudn- and >hovMnj? operating I ^uagc Section, and a number of ad-
1 ooins and tables; the freshman float, ( dresses were given including a rc-
w ith the king, W;lyman Thompson, port of tile committee on 1'rench
(the queen. Mary Led Johnson, and and Spanish courses by Dr R. T.
i their attendants: the senior float. House of the I'niversity faculty.
or make a pood addr
there are 50 who can make pertinent
criticism on those who undertake
those things. A man who has very
little original ability may be able to
make very correct criticisms.
There are
unable to
themselves, but they entertain a de
a lot of people who are r(Pr0Mn,l,ltf ,'10 of -3: and Dr. If L. Dodge, of thc I'niver-
d,, at'y original tilings th"' s,'"lor of -3 in automobiles, sity faculty, presided over the sci-
Ruth Galwav > ith he** attendants, €"ce section, and the principal ad-
sirc to be regarded as original and featured the junior float: on the dress was delivered by Doctor Cald-
aMe. They seem to satisfy that de sophomore float was Blanche Man- well.
s.-e bv offer in critiisms on the pin, (pie.i , and her attendant^: then Seek Reason For Failures
things that more creative minds at- tin school ot journalism, with Ther- ' Mathematics teachers sought a
1 mpt. Thus the\ adopt an att t id« l'i>tocco is queen, and represen- reason for so many failures in ge
of censure. Their '"a lit finding often tati\es of Quo \ ad's, hobo frater- onietry, and also discussed essentials
lias a lar^e ba-i* of truth, and \tt ni^y the second of geology, school that study for the ''non-inathemat-
it constitute-, a dead weight of oppo-
sition and detraction.
Over development of the spirit of
criticism deters people from attempt-
ing public and private enterpi i < s that
would work for the general good. A
woman sjid the other day that she
knew her hou needed painting bad-
W. But her neighbor critn i>« «l ev<.; \
thing she did and slu« knew that
whatsoever color she put on i , they
tould say it v. as '"inartistic."
The people with critical tninds
should realize that their favorite
function is greatly overdone. If they
would occasionally try to do sonn
tiling positive themselves for the ben-
efit <d the community, they would
look at the atempts oi others with
liiore toje^uice.
of business, and last a "stunt nite" ,c®l student. ( . S- Whitney presided
float. History instructors heard Doctor
Salute Is Fired Tyron discuss the survey course and
community life course at the I'ni-
verity of Chicago high school, and
that section also discussed special
history courses for senior high
schools. Miss Lucy Hampton, of
ago, November"iY, Armistice c'n,rijl 1 ca. hers college. Edmond,
day, were recalled. presided.
. Mi-s Nellie Mclerrou. Oklahoma
HUM! charge of English teach-
A certain little girl tclis us that rr' di-tus ion oi various topics in
fclie ha- been whipped as far back Connection with their work.
as -he can remember Debate Problems Taken Up
Debate problems, stage craft, and
"What kent you out of school, I production of plays were taken up
yesterday, acute indigestion?" Kv publi- speaking instructors. Miss
"No, a cute engineer." Lcaa 'ftjivcr, EIReno. prssided.
At 11 a. m. during the parade a
salute was fired from a 75 m field
pi' ee. and the power house w histle,
hushed tin acthilies for a couple of
minutes while memories of four
CHANGES IN
BUSINESS POLICY
Many and far-reaching changes are
today taking place in the polic es upon
which business is conducted. Most
of the policies that have been in force
for the past twenty-five years were
based on the cardinal fact of a steadily
rising market. Fluctuations were ac-
cepted as incidental and temorary;
but the assurance of a general average
tendency upward was the basis of
every attitude that became formu-
lated into a policy.
Recent changes in business policy
- changes coming about with ihe past
year or more—are based on t le final
acceptance of the fact that we haye
entered a period of a non-riiung in
all likelihood a falling—-mar :et. So
long as it was possible to assume that
the new price levels represented but
a temporary depression the old pol-
icies were bravely and tenaciously
adhered to; but when it became clear
that in all human probability the
market would continue dnwnward,
then an adjustment of basic policies
became imperative.
Chief among the policies that have
necessarily been changed are those
that relate to the creation of Demand.
Under the old policies a certain
Demand was inevitable, and came to
be accepted as a matter of course. It
was the cardinal policy of almost every
producer and distributor to attempt
to capture a generous share of the
existing Demand. Not a great deal
of thought was given to creating
Demand itself.
But now that thc great Demand
has relaxed until there is not enough
to give everybody a liberal share, it
has brought business to the impera-
tive consideration of two things: One
is how to get a full share of the De-
mand by takiug it away from others
by force of competition. The other is
how to create more Demand, so there
will be enough for all.
The great and imperative necessity
of stimulating and creating Demand
for the products of industry has at
last given Advertising a position of
importance in business policies far in
excess of any that it has ever known.
Published By the Norman Transcript m co-operation
Willi Thc American Association of Advertsiin? Agencies.
•'TI,! l .n i .Ii 0 „i.
T1 ■■■ ■■ en
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Tarman, Fred E. The Norman Transcript (Norman, Okla.), Vol. 10, No. 151, Ed. 1 Sunday, November 12, 1922, newspaper, November 12, 1922; Norman, Oklahoma. (https://gateway.okhistory.org/ark:/67531/metadc114681/m1/2/: accessed May 5, 2024), The Gateway to Oklahoma History, https://gateway.okhistory.org; crediting Oklahoma Historical Society.