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December, 1917 BERRIES AND TYPE

By Ed. C. Lap ing. News Editor of the Astoria Evening Budget.

The bird with a polished Benny and a bamboo look-good in Boston walks down the street. What is he!’ A cranberry merchant, durn near every -time! For Cape Cod cranberries are worth money, and money buys nifty scenery.

Presto the scene to the lower Columbia river district. A Japalac car. Riding togs. Swell armor. What is it! Cranberry king! yes and no. For the newspapermen of the lower Columbia river district besides dumping dead type are gathering ripe cranberries. This is cranberry time, and a bunch of news hounds are coming cranberry kings.

Cranberries, by the way, will have diamonds knocked off the map for wealth in a short while, according to reliable reports rife around Astoria,. where the cranberry merchants-newspapermen live. Cranberry land costs $500 an acre just as soon as planting begins, but the value mounts to something like $2500 an acre in four years, when

the vines begin bearing fruit. Both sides of the lower Columbia river have what is declared to be the finest of cranberry land in the country.

In addition to the proliﬁc qual

The newspapermen ﬁnancially interested in cranberries in the lower Columbia river district are: J. S. Dellinger, publisher of the Morning Astorian; C. L. Wooden, formerly circulation man on the Evening Budget; John E. Gratke, publisher of the Evening Budget: William E. Schimpff, publicity manager of the cranberry men; William F. Gratke, mechanical foreman of the Evening Budget. ____o____

WHY HE ADVEBTISE8 “Advertising” means literally a turning-towards something—a directing of the attention. The ques tion was once asked of Theodore N. Vail, president of the American Telephone and Telegraph Company, “Why do you feel that it is neces sary to advertise! Everyone knows about the telephone.” “Yes,” replied Mr. Vail. “It is true that everyone knows about the

telephone. We want everyone to think about the telephone. That’s why we advertise.” After all, the whole object of ad vertising is to make the public. think about what the advertiser has to offer; to be drawn toward that particular house and that particular article, and. as a result, to buy that

article. Men who spend fortunes for advertising are convinced that it works that way.

ities of the soil, the lower Columbia river land has none of the draw backs of Wisconsin and Cape Cod culture—extremes of weather, frost,


 * 0

L. K. Harlan, who has published papers in nearly every town in Mor

poor drainage.

moved farther east to La Grande for his latest venture; The Pilot Rock

And so it is that the cranberry

promoters in Astoria have hopes of great things in the future. They ought to have; every acre of cran berry land in full growth produces between 100 and 150 barrels of cran berries— and cranberries this year will be worth between $12 and $15 a barrel.

row

and

Umatilla

counties,

has

Record has dropped from an Inter type to a hand set sheet as a result of Harlan ’s departure.

o__ W. C. Cowgill, of Corvallis, a vet eran

Oregon

newspaperman,

and

Miss Loraine Ross are new reporters on the Oregon Statesman.