The Oklahoma Advance (Oklahoma City, Okla.), Vol. 1, No. 29, Ed. 1 Thursday, September 14, 1922 Page: 1 of 16
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' '! If..
m You Don’t Feel You Can Afford a Dollar (See Page ieven) Patronize The Advertisers on Every Other Page 1
The Advance
Column
CONTRIBUTORS’ DAY.
(With Col. Suiffum asking if he
can write what he knows about
John Fields; O. P. Dilldock ques-
tioning us about the size of his' fi
royalty for using his gravure proc-
ess; Gene Stone wanting to hav%
her sketches printed in invisible
ink; Bill Duquay insisting that he
must be paid in advance for dis-
tributing The Advance; A. Russell
threatening to stop drawing char-
acter sketches for us unless we
place him on the front page; Fore-
man Mapes refusing to set any
more ads on the bias; ex-forman
Mac asking for his back pay; the
telephone bill due; the straw hat
season ending; pearl buttons on
the Grand Avenue ladies’ hose; dis-
tracting slits in the jelly beans’
breeches; our office girl asking for
a raise; Herman the Great Stereo-
typer branding us as an outsider;
Ray Thompson dubbing us a hand
bill; our landlord dunning us for
our rent bill and one or two other
items of more or less personal na-
ture—we’re in no mood for tilling
this pinnacle of paragraphs and ac-
cordingly turn it over to our con-
tributors.—Ed.)
©he (OhkibomaAhvanre
1 35. GRAND
EDWARD H. JOHNSON. EDITOR AND PUBLISHER.
MAPLE 20M
NUMBER 29.
OKLAIIOMAJ20Z&
l don’t see any humor in that
Advance.—Ed Dreier.
What’ll it cost to keep my name
cut of The Advance forever?—
* flames Keesben.
I think last week's Advance was
very poorly written.—E. Snedeker.
You ought to be ashamed of the
week-before-last’s issue.—B. M.
Kahn.
Who is O. P. Dilldock?—Nan.
(Say it fast and then ask Dad, he
knows.—Ed.)
I'm going to send you a dollar
one of these days.—Mrs. P. D. Q.
When I read your appeal for
right-holders, I thought of sending
you a dollar.—Mrs. J. L. D.
Thank goodness you don’t deliver
The Advance to my residence.—
Reed Jones.
SEPTEMBER 14, 1922.
PRICE FIVE CENTS
AND IT BE
Although The Advance does not pretend
to be competitive or contemporaneous with
*the daily newspapers, it believes that as
an advertising medium its reader-interest
is second to none.
Its record of returning 6200 coupons
from one issue of IS,500 copies (more than
33%) is. as far as we know, a record for
results unattained in any advertising ex-
cept through direct-by-mail-to-a-selected-
list.
Last week in error we excluded girls
from the free admission coupon to the
Majestic Theatre’s presentation of the his-
torical serial "In the Days of Buffalo Bill."
To overcome Manager Loewenstein’s ire
we placed a four-inch display ad for him
in the Saturday Times and the Sunday
Oklahoman inviting BOTH girls and boys
• to attend FREE on presentation of the ad
at the box office. We assured Morris
Loewenstein that inasmuch as the Okla-
homan and Times coupon was good for
BOTH girls and boys and inasmuch as the
Times had 50,440 circulation and the Sun-
day Oklahoman had 78,145 that The Ad-
vance coupon with its paltry circulation
of 18,500 would be swamped by the return
from the Oklahoman and Times.
Of course the Oklahoman and Times
only profess to have 20,000 circulation each
in the city so here’s the way the active
forces were arrayed;
The Development of The Advance Depends Upon the Response its Readers
Mention it When Buying,
TWO TO ONE!
irinting coupon admitting
BOTH girls and boys in Saturday
and Monday editions at the rate of
$1.32 an inch, or $5.28 for 4 inches
with a professed city circulation of 20,000
The Sunday Oklahoman, printing cou-
pon admitting BOTH girls and boys
at the rate of $1.92 an inch or
$7.68 for 4 inches with a professed
city circulation of...7r...........20,000
The Oklahoma Advance, printing cou-
pon admitting ONLY boys at the
rate of 80 cents an inch, or $2.40
for 3 inches with a guaranteed
...........18,500
tify cir-
culation
20,000
20,000
T
Th\ Times
The
40,000
18,500
Additional O. anT T. cost
and circulation.........$10.56 21,500
And yet with all this increased cost, in-
creased appeal and increased circulation
this was the Oklahoman’s and Times score
in coupons presented against The Advance:
The Sunday Oklahoman.......99
The Saturday Times.......... 76
The Oklahoma Advance.......181
We repeat that we do not pretend to
compete with the doily papers* Without
them Oklahoma City would soon assume
the size of Mustang, while it would never
wink a civic eyelash if The Advance sus-
pended. There is, however, more to the
upbuilding of a city than merely civic
development . Its social and commercial
problems are paramount and it must not
be allowed to lose its sense of humor.
The Advance knows it is founded on an
economic basis. Although it is ashamed
of only returning 181 to Mr. Loewenstein
(partly accounted for by the fact that it
was school opening day and thousands of
youngsters went to see Buffalo Bill on the
day before) the above score shows how it
saves money for both advertiser and
reader.
Anything that saves money and increases
business is of commercial value.
Anything that entertains the reader is
of social value.
We thank our readers for patronizing
our advertisers and we are deeply grate-
ful to the many hundreds who have con-
tributed to our columns.
Without our reader-writers and writer-,
readers The Advance would be forced to
retreat.
Give to its Advertisements. Always
Vote For The Man This Time
Never mind what he says or what’s in or around his sayser.
What on earth is there to read
in your paper?—J. K.
Here’s my dollar. Now go ahead
and put out a real weekly.—J. Q.
Is it true that?—never mind I’ll
ask somebody who knows.—N. C.
Why not write a line or so about
the Bell loud speaker at the. State
Fair?—R. C. Graham.
And another reason we're in no
moad for column-cutting-up is that
Fred Jones, thinking we wuz a
handbill gave us a page ad. And
v then the Ford factory went and
filled that we were a newspaper
jRid could only advertise the Ford
co - operatively with McDaniel,
Deignan and Jones.
A rather doubtful compliment—
that of being called a newspaper
and losing an ad which when paid
for would have enabled us to eat
for a week without looking at the
right hand side of the menu.
Isn’t it a matter of fact that you
never could fill The Advance
Column if it weren’t for JimVeazey
putting his ad at the bottom?—R.
F. D.
(You’ve been opening our mail,
R. F. I).—Ed.)
Hand Us Your
Films
for best results in developing
and printing—one day service
—work guaranteed.
FREE ENLARGEMENT!
A coupon given with each 25c
purchase in our Kodak De-
partment — twenty coupons
entitles you to a FREE EN-
LARGEMENT.
Iv 0 1> A k S
$2.00 to $200
Folly Runs First
Gravure Process Ad.
When Bob Hutchinson saw the
first results of O. P. Dilldock's dis-
covery in gravure-process in last
week’s issue, he immediately or-
dered the Folly advertisement to
undergo the treatment.
O. P. Dilldock was loath to com-
mercialize his art, but finally suc-
cumbed to the dazzling offer made
by Manager Hutchinson, through
The Advance.
The Advance has secured sole
rights for using Dilldock’s process
and will hereafter publish all il-
lustrations in gravure. Theater
managers and others who wish to
have illustrations published must
have their copy in on the Satur-
day preceding publication, as the
process is far more difficult than
ordinary newspaper engraving.
The Folly gravure advertisement
is on page” 5 and other examples
of Advance gravure received in
line for this issue are on page 14.
Inasmuch as neither Jack Fields nor John Walton care whether
you’re a democrat or a republican as long as you vote lor him the
lobbyists on Broadway have suggested that Fields lend his whiskers
and cheroot to Walton in exchange for Walton’s Jimmy pipe. And
finally Gene Stone pictured the result.
MAJESTIC FREE MATINEES
FOR ADVANCE READERS
Roach & Veazey
Drug Co.
135-137 West Main
THIS COUPON GOOD FOR
ONE FREE ADMISSION
To the Majestic Theater
Presentation of
George FitzuiHuriee Production
“PAYING THE PIPER”
Wednesday. September 20, or
Billie Ourke in
“THE EDUCATION OF
ELIZABETH”
Friday, September 22
If presented by a woman on those
days between the hours of 10 a.
m. and 5 p. m.
Worth a Dime On
Monday—20c Tuesday!
THIS COUPON ■
I Entitles any woman reader of *
1 The Advance to ■
ONE FREE ADMISSION *
" To the Palace Theater on *
I TUESDAY AFTERNOON, I
1 SEPT. 18 1
I °B I
* U accompanied by 10c, admits one ■
; to Mother’s Matinee, |
* MONDAY AFTERNOON, SEPT. 19 *
This week's phone call prize goes’
to Mrs. M. S. Runyan of 1112 East
lQth .Street.
Next Week's Prize Offers
ONE DOLLAR
for best Menu suggested for
Sunday Dinner.
ONE DOLLAR EACH
for the four best recipes.
ONE DOLLAR EACH
for the four best household hints
ONE DOLLAR
for the best paragraph on “My
Most Embarrassing Moment."
ONE DOLLAR
for the best paragraph on "My
Child's Brightest Saying."
POLLY TICK:
By COL. SNIFFUM.
Just when the politicians of Ok-
lahoma thought that they had the
Farmer-Labor conflagration under '
control and were bringing up the
wrecking crew to carry off the de-
bris, Mayor Walton appeared on
the scene of action and poured a
tank of gasoline od the smoulder-
ing embers. The explosion is still
echoing in the hotel lobbies of Ok-
lahoma cities.
The Mayor’s Crescent speech was
not a "harmony undertaking.” It
came near to actual physical vio-
lence, but when the smoke cleared
away the Oklahoma City Mayor,
blade in hand, was challenging all
comers to try to slide just one
plank out from his Shawnee plat-
form.
Plank by plank the Mayor en-
dorsed the famous Shawnee pro-
posalfj and just for good measure
decided to take in more territory
by going back to the Shawnee pro-
gram of 1906, even more radical,
and adopt that too.
The Mayor by this act cemented
the support of a good many, now
conservative Democrats, who in
their younger days were ardent
backers of the radical planks
adopted by the Farmer-Labor
groups preceding the constitutional
convention. Among those whose
mouths are plugged by the "Kane
Manifesto” are former governor
Robert L. Williams, Charles N.
Haskell, Ben F. Harrison, Bill
Murray, J. S. Buchanan and many
others whose names have long
m&m
The Smile
on the young man’s
face is because he
sent his last year’s
hat to Bohnefeld’s
and it came back
looking like new.
-BOHNEFfLD-
OSUAR GRACE. Prop.
326 W. GRAM)
MOVING, STORAGE
and PACKING
A
—that’s
our
business
—make it your
business to phone
Walnut
3691
and find out what
we know about
our business.
MERCHANTS SOUTHWEST TRANSFER
AND STORAGE CO.
1 Last Grand S. A. Roiirke, Owner and Fouuder
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Johnson, Edward H. The Oklahoma Advance (Oklahoma City, Okla.), Vol. 1, No. 29, Ed. 1 Thursday, September 14, 1922, newspaper, September 14, 1922; Oklahoma City, Oklahoma. (https://gateway.okhistory.org/ark:/67531/metadc936485/m1/1/: accessed April 19, 2024), The Gateway to Oklahoma History, https://gateway.okhistory.org; crediting Oklahoma Historical Society.