5?'V .m F01 -R OCEAN CITY SENTINEL. THURSDAY, NOVEMBER 22,1923 . I

* 1 V *• k.ean City Sentinel "FOR A GREATER OCEAN CITY"

PttblUh«d Ev*rjr Thursday OCEAN CITY PRINTING AND PUBLISHING CO. Senttaffl BolMla*. 744-744 ASBURV AVENUE OCEAN CITY. N. J. Telephone 1ZS-J

ALBERT L. INGHAM. Publi4b«r I». 1. EVANS. Editor LEWIS L. BAKHETT. liurioew Mwger

Cape May County's Leading Newspaper

• - Communication to. tfai* paper wiU be pubtUhed only over the "Sli^^Ai^ng copy nuit bo at ihlt office not Uur | ,%T^S|«a^r .U kta*. BiUmilii tan*M. «u*k service. l

THURSDAY, NOVEMBER 22, 1928 . • •

. ' SCIENTIFIC ADVERTISING At the last meeting of the Chamber of Commerce. Russell H. Nulty drew attention to a very serious » condition threatening this resort. To quote Mr. Nulty in effect, we are listlessly drifting into a fiveweek resort. From the Fourth of July a dull and depressing period follows lasting until the beginning of August Our merchants are doing a fairly good and lucrative business; but the middle of the week hardly justifies them during the week-end remaining |

I .y- ; open. How can we account for this; how can we remedy the undition? Mr. Nulty was unquestionably very near to the truth when with commendable courage he stated it was due to INSUFFICIENT AND INEF* iCIENT advertising and publicity. Insufficient it L in good sooth! Compared with other resorts whi . have not by any means recreational facilities we 3 *ve to offer the visitor, what we spend yearly in adv -tiring is a colossal joke. St. Petersburg last yea- for example, appropriated $120,000.00 for publicit; , we appropriated $12,000.00 — just sufficient to pay St. Petersburg's postage biU. Whatever plans be -dopted to increase the advertising fund, for a vac. aon resort it should be the first consideration. T ,e fact remains true also that not only has our priority in the past been utterly inadequate, it has been equally as inefficient and impracticable. Our methods have been deplorable, unscientific and haphazard. Each year we purchase a certain amount of space in resort issues publiriied by the Philadelphia nev. papers. These issues make their appearance in Jul-, which is too late. All our advertising or at lea/ : the bulk of it should be done in April— at least not later than the first week in May. Furthermore, when we do advertise, we furnish so much copy that the newspapers are at a loss to find type small enough to crowd it all in. Before June arrives, the who can afford a vacation have practically decided upon the place, and are making preparations for the excursion.

Mr. Nulty strongly advocated the establishment of a v.-qtt~eqmpped publicity burea, under the supervision of an expert publicity man, who will devote all his time to the work. The suggested plan is excellent, and approaches nearer perfection than any other. But it is an expensive luxury. An efficient, highly trained publicity man commands a princely salary; for be It remembered scientific advertising cannot be taught in a school or from books. Of course, there are schools which specialise in the science of advertising; notwithstanding, the graduate must begin where the untrained man began, and profit by his mistakes. If, however, the city can secure the service of such an expert, the future of the resort is assured^ The secret of successful advertising lies not IcrfKeamount of money spent, as in the manner in which it is spent. Deny it as we will, excuse it as we will, a score of incidents have occurred within the last two year* which we have failed to capitalise to best advantage. The amount of news space we have received has been far too small for the money spent . in more than one instance.

For example, an incident occurred in the launching of the Ocean City Ferry Boat, which in the hands of a trained man with the time to devote to th- writing, could have been turned into copy which wc .ild, to use a newspaper colloqualism, have been "eaten up'' by practically every newspaper in the, country. Ample time, a sense of humor, and the ab .ily to write in a humorous vein would have been ali accessary.

ot only would an expert publicity man capitalize to >cst advantage every situation arising; but he w Id create situations which could be turned into va '.able copy. This has been the secret of successful advertising in the southern, and the western reso- ,s, and would be the secret of success here. Little, however, the most gifted publicity expert in th< world could accomplish with an annual budget of .12,000.00. As a matter of fact, until the city au lorities'see fit to appropriate at least four times as much, we muy us well content ourselves without thin services of even a tyro in the craft. In the co so of hl« .remarks, Mr. Nulty touched upon the fa that Wildwood and other resorta on the coast hn >2 more excursions than we have during the numm< . One of the speakers at the Booster Banquet he! i In Philadelphia, a railroad magnate, explained that railroads were operated for profit and not philai.fhropy, and that if any resort desired larger aervicc all necessary for it to do was to increase the vol «mo of business to justify greater afrviee. ;>oos not this lead back to the need of greater and mere efficient advertising and publicity? The situation threatens to become serious unless Immediate action be taken.

AN EPOCHAL DECISION Ocean City took another step in advance of the provincial, and threw off another survival of the village period in Ita history, when the leading and the most representative civic organisation in the city,

1 the Chamber of Commerce, decided to petition the t municipal authorities, requesting them to engage in a comprehensive program of street improvement, and assess the property owners benefited thereby to the full cost of construction. This is not by any means the first time complaints have been heard against the condition of 6ur streets. They are a scandal to the city, and the worst of any . resort in the state. . j' This is by no means the first time the City * . ' 1 Commissioners have been petitioned for improve- ! civic body to go on record favoring, in language of . 1 the law, "that the costs, damages and expenses of the work shall be paid by an assessment upon the j owners of land benefited thereby in proportion as each owner shall be deemed to acquire." It was an • ; epochal decision, fraught with infinite possibilities j of future development and progress. It was a step . ! from the village to the city stage of evolution. The decision will without doubt meet with severe . i criticism and strong objection.] We recall the nura- j ber of pretests heard last year when it was proposed to assess each property owner a third of the cost of : the proposed improvement**. V\e recall that there j were people who protested on the ground that gravel , streets were more "picturesque and countrified than asphalt, which in their judgment was the charm of the resort."

The protest was cunningly phrased; but it fails to j ; conceal the unmitigated selfishness and short-right- j I odness behind it. As a matter of fact, Ocean City is no longer a village,* and if there is one aspect It must lose, and lose as quickly as possible, it is the "countrified," even though it may be "picturesque." These people evidently purchased their cottages when property was very much lower in value than at present, and they are quite content that things should remain unchanged providing they are placed under no expense. They were attracted to Ocean City becflMg* being "countrified," it was "cheap," and they would have it remain "countrified," as long as it remains "cheap." The storm, however, will blow over; for every city which has kept pace with progress, has been compelled to adopt the same principle or be bonded to death, o rstTangled with taxation. Before Ocean City, however, embarks upon a program of street improvement, it must establish a permanent and comprehensive system of drainage. By this it is not meant that the city should immediately undertake to Construct such a system of drainage. But the scheme should be mapped out, and sueh parts constructed as necessary before the streets are p raved, to obviate the streets being later torn up. This will obviously require the services of an expert engineer who has made a specialty of drainage construction. How on earth it is imagined that the engaging of an expert, as suggested, may be construed into an uncomplimentary reflection upon the ability of the City Engineer, is beyond our power of conception. The position of a borough engineer is strictly analogous to that. of a general practitioner

in medicine. The general physician does not for a moment hesitate to call In a specialist for consultation upon special occasions; and no sane person considers it derogatory to the physician's prestige in the community. Why in the case of a municipal engineer? He is to all intents and purposes a general practitioner and has neither the time nor the opportunity to specialize in any department As a matter of fact, if he did devote all his time and concentrate all his ability in specialization, he would be to that degree unqualified for the position of an all round general municipal engineer. • Moreover, we do not think our City Engineer would resent for a moment engaging an expert drainage engineer. In fact, he has given every reason to believe he would recommend the step. Quite recently, the City Commissioners were considering the advisability of building certain jetties on the northern part of the beach. Despite the fact that

» some of the Commissioners considered the expense 1 unnecessary, the City Engineer strongly advocated engaging an expert jetty engineer, and frankly admitted he had neither the time nor the facilities to specialize in the department.

A SERIOUS SITUATION It was decidedly a relief to hear from Mr. John E. Trout ot the last meeting of the Chamber of Commerce, that the committee appointed by Mayor Champion to draft out a new building code and fire ordinance, could report rapid progress. The introduction of amended fire regulations cannot arrive a day too soon.

The serious condition arising through the lack of such regulations, as explained by one of the speakers was not lost upon his hearers. He hpukc calmly 'and deliberately; but his words were ominous. The problems relative to fire prevention were as he state*! , problems of administration. No questions of finance were involved, consequently, there is no excuse for delay.

It was stated in effect that the representative of a Camden Fire Insurance Company had warned him, if the city would not make proper provision for the prevention of fire, the large insurance companies would rcfuso to take up insurance. *- He further slated that considerable difficulty was found to induce people to invest money in mortgages nt the present time. If insurance against fire were refused, the crisis would be serlouR. These were unpleasant revelations, and the speaker doa#rve« credit for having summoned up the courage to make them. As a matter of fact, there is reason i to belleva we are far too prona to reRent criticism, even when it Is of a truly constructive and remedial character. To wilfully blind our eyes against Imminent danger is the quintessence of idiocy and • suicidal.

Several weeks ago we referred to a conversation we hid with the representative of t% firm of underwriters. That gentleman uttered the same warning. Not an hour too soon, therefore, will be the introduction of the long-promised ordinance.

This Week I Br ARTHUR BRISBANE ] i — — •

WOMAN AND A WATER DROP COUNTING FORD CHICKENS STARVING CHILDREN THE SHAH DIDN'T CARE County Clerk Niendorf, of Michigan, isoue* with each marriage license "Ten Rule* to Insure Happy Married life." Here is . a sample: "Keep up the courtship period. Go 50-50 on the money and 1 50-50 on the love. Don't live with relatives, or keep board- , ers. Don't be a tightwad." j Such rules mean little. Every man knows that one drop of salt water, patiently studied, will ten you all about the Pacific Ocean. • which is simply a collection of annum? drops. , Marriages would last longer u !men realized that each woman is to tall women what a drop of *alt. water is to the ocean. Study. ana-; ■ lyza, interest yourself in the woman that the Lord has assigned to you.( One is enough, and has within her. if you will look for it, everything that you would find in ten thoujeond.

i * Democrats, counting chickens even before the eggs are laid, say that Ford, running independently, j will take so many farmers from the Republican party as to make Democratic victory certain. Democrats forget that Ford's chief plank will tell of the wonderful things to be done for the South at Muscle Skoals. Ford would draw farmers from . the Republican party, but he might also break up the solid South, elect himself, and leave Messrs. Coolidge; and McAdoo wondering what happened.

Cotton prices are strong. October cotton passed 30 on Wednesday, December went above 29 yesterday. Manufacturers would do well to ; buy their raw supplies now. Cotton will be higher — a good thing i for the South and the North, as well. Investigation in New York shows, children underfed, undersized. Their parents need money to pay high rents. Landlords say, quite truly, It isn't our business. We are taxed; wages and materials are up." But it ought to be the CITY'S j business, and it ought to be the business of the entire white race., to see that young children are fed and have a chance. The undernourished children of Europe today may mean Asiatics ruling in Europe fifty years hence. |

The English interfered with child labor and child stunting, forbade the starving of children that they might be small enough for chimney cleaning, when they found that they grew up too small for the army. In Germany the price of a loaf of bread jumps four hundred and forty million marks in a day. That i number of marks would have b«en; one hundred and ten million dollars before the war. No telling what will happen to men, when their money goes aB crazy as that. Even Nature seems to be fighting against miserable men. In South Africa, a deadly drought and scorching wind storms have dried up the water supply, while locusts. In swarms, have destroyed green plants. It is feared that all cattle will die. " War* disease, earthquakes.

droughts, money, panics, tidal waves, and, worst of ail, human brings and nations intent only on robbing and killing each other. Certain phiUophei's have thought that among planets there might be some very sick, as there are sick individual s among human beings. This must be one of the richest planets. The Pole* and the Turk.- have aimed a treaty of -perpetual peace" ami the document was probably signed on both sides without a ^mile. It's a good treaty for the present, however, for with Russia getting : stronger and wanting Poland on one side, the Dardanelles and the door into the Mediterranean on another, Poles and Turks will bang together or take their chances separately. The Shah of Persia, invited to . attend the Derbyvsaid. "No. I knowone horse can run faster than another and I don't care which it is. A hundred thousand who feel differently attended the race between an American horae and the British Derby winner some time ago. Many very likely laid their first bet , on a' horse race because of excellent advertising the internationai contest had. ,| If you failed to see the race comfort yourself with this thought: An automobile can be bought for less than $500 that could run both • of those horses and half a dozen ; j others to "death in a forenoon. p

. SOMERS POINT, 1523 A con**pQ#nl hai Aent us the dipping of tuaie which appear^ during the past week in tne Evening Bulletin." relative to gamer* Point one hundred years ago. AS* the writer observes, who by the way is a summer resident of ttus resort, with * cottage on ©<*•» Avenue, it is probable that the item escaped the notice of many who read the Bulletin, and who will . 'be pleased to read reproduction, in pur coiumTib-

One Hundred Years Ago tPootacm'# AdvwftSt* oi No* *-• We are informed from Wood-, bury* N. V, that Mr. Ward WO*o»j while on a rhooting excursion at • SomerV point in that county, on Saturday week, came in contact with a large hear in the edge of a wood not far from his house which he killed. Bruin, after being dressed, weighed 222 pounds. Bears are sometimes met with in that section, but seldom ever prove so heavy as this. A Starting Point Ardent Swain— "I'd go through anvthir.g for you." . . . w Flapper— "All tight. Let s start on your bank account."

Two Extra Cylinder* Motariat learning to drive, | • to friend in hi* new car) — "What** •

I that ? _ Do you hear knocking?" •-■>—«* m Timid Companion— "it", - ■ , cylinder*. 4tV my kate^T * B

Danger Begins When You Begin The moment you. begin to build a home, organize a business, manufacture or ship goods — at that moment begins your need for insurant The dangers of- fire, storm, los* or accident do not wait. They are always present. We can furnish you all forms of Property Protection Policies in time. May we call today? Clayton Haines Brick Elmer Jackson Pearl Realtors 411 Eighth Street Rrpr*Mfttint ALLIANCE INSURANCE COMPANY OP PHILADELPHIA

Stanley M.Pontiere Co. REAL ESTATE AND INSURANCE 933 Aibnry Aveanc Specials on Our List: FOR Owner will sacrifice a 25room building* centrally located, with hot water heat. Admirably suited for boarding house or hotel. Terms and price Is right. A two-family apartment in northern section, . always rented during the season. A good investment. In the gardens, a cottags with room for basemcmt apartment. Including garage. Cheap. FOR RENT Business store and a part - meht, hair square from City Hall. Alto site on which owner will build to suit tenant. Ale you fully covered hy a reputable Insurance Company. If wot. Why not?/ LETS TALK IT OVER »

4— — - — » — m — — < ■ Thomas W. Mould REALTOR Ninth Street K«t l. Ott Hill | Boardwalk at 8tk Street

!{ OCEAN cmr, N. J. II 1 Pkw.630 ] I

I C. S. JOHNSON 1 Realtor I 426 EIGHTH STREET Phone 12 1145 ASBCRY AVENUE Phone 479-K tkean City - New Jersey Call or phone for complete

list of all. cottages, bungalows and hotels for rent or sale. - Wa

conveyancing beu- phone «21 mortgages g insurance _ "Service That Satisfies" KEYHAN REALTY CO., Inc. TENTH and ASBURY AVENUE OCEAN CITY. N. J.

Edgar T. Berber Real Estate In 31et St. Section of Ocean City Fine Cottages for Sale or I can Rent yon most anyRent Cottage in pur District " a Lots Sold on Terms | _S : : I mitt, iSilS i (TOK f I FOR RENT For the Winter I ||P AM H| I ^ BARON, llth and Central Ave. |

Rea «*t»te e

Ineurenc • -

Ewing T. Corson REALTOR :

757 ABBURV AVC. K.

OCEAN CITY, N.«|.||

All business transacted through this office is in accordance with the following slogan "This office does and maintains strictly a brokerage business and is in no way interested In personal speculation.** Results: A sale completed on the above principal profits both Seller and Buyer. Write for listings and maka your headquarters with Clayton Haines Brick— REALTOR !« 411 EIGHTH ST. OCEAN CITY N. J.

MONEY TO LOAN ON MORTGAGE No waiting for two weeks to know if you can get it; we can tell at once. Bargains in Bay and Ocean front properties. Choke cottages for sale. Also lots for investment and for improvement— the choice of Ocean City. Apply to J. M. CHESTER * COOcean City, N. J.

REAL ESTATE Have you ever seriously considered buying a Seashore property for : an investment or speculation. Others are making money in Ocean City. • We have a very attractive list of properties foT sale that are good i ; sound buys. Now h the time to get m on the lowest prices. THINK IT OVER ' J. R. JONES Corner Eighth and Wesley Avenue OCEAN CITY. N. J.

INSURANCE IN ALL ITS BRANCHES REAL ESTATE We have some of the best properities owned b ythe best people of Ocean City, among our listings, for rent and sale. The interest of the teller as well as the purchater or tenants will be my main thought back of each transaction. We H> YENNEY Wt EIGHTH STREET *1 i

ff JULES R.LEDIG ' I 40^^ Real Estate f & INSURANCE C d ■ 1 333 OCEAN AVE- 1 OCEAN CITY. N.J j=L 1 fiVv I I n i SERVICE FHONC VALUE* ji I K R H;

I ATTRACTIVE HOMES I 1 I

I . :'Vif BRIGHTON PUCE I Fine year around residence, « near beach Five IL R. two I I baths. Double garage, two f. perches, awnings and screen*. 1; Lot 40x100. A real bargain. V i ♦ I - 1 7

llth STREET SECTION I ! Eleven room house. Seven B. R-, bath. Unadry,- fiw»V> * and rear porchea. Basement * finished for five room apart - menu. Hot air heater, can be used summer and winter. ] Wonderfully cheap. It j i

PLEASURE AVENUE I Attractive house oo Bay. I Hot water IstL I r V' :- . H Two family apartmeaL Ems I Two perches. I ■ Open fire places. I dry. I Eight rooms, bath and Ism- I

GARDENS SECTION I three B. R. and bath. Ltrp 1 lot. Owner will accept m* ( I reasonable offer. I

We have similar ones all over the City I ■A ,'d^H R G HARRIS & CO. I ji. .a- j Realtors I 515 EIGHTH STREET I jl • - I

f*' 1 "■ 11 ■- 'ji CAPE MAY COUNTY TITLE :] AND TRUST COMPANY i| — — * 1

j — j CAPE MAY COURT HOUSE

NEW JERSEY »fl

r| Mortgage Certificates for Sale in unts to I ' Suit the Purchaser

Briefs of Title 1

ACTS AS EXECUTOR ADMfNISTRATOR TRUSTEE AND GUAROfAN TITLE INSURANCE

M«K? IS I Loan m I Mortzsfw I * I 1

SEARCHES

Ceuveyindnt i j - 1 * * * ■

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There is too rnuck of the element of "perhaps ! involved in speculation. Perhaps you win an*i perhapa you don*t. Safety is always best Open an account with the First National Bark 3* Interest Paid on Saving* Fund Account!* M 6 fiRST JtoO^ H OCEAN CITYtN J*

m ' In Order to Succeed

■aH m " . ' .Jl . • j| a young man must work hard, save persistently and invest safely. You will an account at the Ocean City Title & Trust Company you^ best friend in any time of opportunity or emergency. ] j,v.a . /'g.a 3% Interest Paid on Time Deposits s * ^ % Ocean Gty - Title and Trust Company OCEAN CITY, N- J. _J i 4 — —