Daily Post - 28.10.1943, Blaðsíða 2

2
DAILY POST
DAILY POST
Blaðahrlngurlnn.
lfl publiflhMl bj
Editor: S. Benediktsson.
Oliw: 18, Austuratrœti. Tel.,
8716. Reykjavik. Printed by
AlþýttuprentsmlSJan Ltd.
Thursday Oct. 28, 1943
’Treacherous
Japanese“
WASHINGTON. — Presi-
dent Roosevelt in a formal
statement recently said that the
United States will drive the
“treacherous invading Japan-
ese” from the Philippines and
establish a truly independent
Philippines. President Roose-
velt recently asked Congress to
advance the date of the Philip- '
pine independence from July
4th, 1946. The President’s state-
ment follows:
On the fourtheenth of this
month a puppet government
was set up in the Philippine is-
lands with Jose P. Laurel, for-
merly Justice of the Philippino
Supreme Court as “President.”
Jorge Vargas, formerly member
of the Philippine Common-
wealth Cabinet, and Benigno A-
quino, also a former member of
that cabinet, are closely associ-
ated with Laurel in this move-
ment.
The first act of the new pup-
pet regime was to sign a milit-
ary alliance which was made in
fraud and deceit and designed
to confuse and mislead the Fili-
pino people.
I wish to make it clear that
neither the former collaborati-
onist “Philippne Executive
Commission,” nor the present
“Philippine Republic” has the
recognition or the sympathy of
the government of the United
States. No act of either body
now or ever will be considered
a lawful or binding act by this
government.
The only Philippine governt-
ment is that which was establ-
ished by the people of the Philip
pines under the authorization of
the Congress of the U. S. — the
government of the Common-
wealth of the Philippine Is-
lands. At my request, the prin-
cipal executive officers of the
Commonwealth were transferr-
ed from Corregidor to Washing
ton.
Further, it is our expressed
111 1 '."M ■ 1 ... ■ ■ 1 "
Big Time Belittling
Fred Beck’s column of home
spun advertising in the Los An-
geles Times has as many readers
as Westbrook Pegler’s column.
This intense reader following
has made a $5 million enterprise
of the JLos Angeles Farmers
Market, which less than ten ye-
ars ago was a vacant lot and an
idea.
Fred Bech’s trick is to belittle
his merchandise. This is a sure
fire way to attract attention in
Los Angeles. Typical Beck com-
ment: “Our tomatoes are taste-
less. We’ll let you know when
they are good again.” Readers,
who like his frankness, jam the
84-stall market from 9 to 6 every
day.
The idea for the Farmers
Market came one day in 1934 to
Roger Dahlhjelm (rhymes with
column) a dogged, rawboned
Swede who was once Stanley
Steamer’s best auto salesman
west of New ork. He was a $4
a week bookkeeper in a bakery
when he though up a scheme
for a farmer-operated market
to sell fresh produce. He took
the idea to Fred Beck, a chun-
ky, practical advertising copy-
writer.
With no capital, the two pro-
moters found 18 tenants: an a-
vocade grower, a man, who sold
sherry from a barrel, a florist, a
rabbit raiser, more than a doz-
en farmers. Beck and Dahl-
hjelm got lumber and awnings
on credit, built their own stalls,
to rent for 50% each a day. —
They persuaded a millionaire oil
producer. Earl Gilmore, to let
them use a vacant plot he own-
policy that all resoiirces of the
United States, both men and ma-
terials shall be employed to dri-
ve the treacherous invading Ja-
panese from the Philippine Is-
lands to restore as quickly as
possibly the orderly, free and
democratic processes of govern-
ment in the Islands and establ-
ish there a truly independent
Philippine nation.
Our Sympathy goes out to
those who remain loyal to the
United States and the Common-
wealth; to that great majority of
the Filipino people who have
not been decgived by the pro-
mises of the enemy and who
look forward to the day when
the scheming, parfidious Japan-
ese shall have been driven from
the Philippines. That day will
i come.
ed in the Wilshire residential
district. Beck wrote radio ads,
got them broadcast over KNX
on credit. They were directed
at farmers (“don’t bother to
bring us anything but the
best”), but shrewdly intended
for housewives. Within three
months, 3.000 cars were parked
out front each day. Now there
are 18.000 on Saturdays, 12,-
000 weekdays. At first the only
profit for Dahlhjelm and Beck
was $9 a day, split between
them, from the 50% daily rental
paid by each tenant.
Today Dahlhjelm makes $25.-
000 a year as manager. The Gil-
more Co. rents seven and one-
half acres to the market, gets
a percentage of the gross. And
Fredd Beck gets $10,000 a year
for writing his daily ad column.
The Los Angeles Times oblig-
ingly permits his column to be
set in nth esame vbg f.7 xzð
set in the same typographical
style as Hedda Hopper and Wal
ter Lippmann, requires no “ad-
vertisement” identification at
the head.
Beck does not talk prices. —
Instead he writes a chatter co-
lumn, fictionalizing the person-
alities of the shopkeepers (“The
Grist Mill . . the darnest bust
you ever heard of . . is operated
by a sadeyed, spanielesque wo-
man named Cora.”).
Sample treatment: “The tro-
uble is that whenever we ad-
vertise something—demmit, pe
ople come in and buy it. And
then we’re out of that too. So
today we have scoured the Far-
mers Market in search of some
thing that nobody could ever
have any use for . . and B-rut-
her-r-r we have found it. Eu-
reka! . . down at Manny Vezie’s
Gallery of Shoe Reconstruction,
we have a contraption priced at
$7.50 that cannot be worth a
shiny steel penny. It is useless,
badly designed, overpriced . .
wjiat it is supposed to be is a
shoe shining set. . . It is a silly
gadget. We promise you you do
not want one.”
In his spare time Fred Beck
helped write the last five Burns
and Allen radio programs, but
rejected a 39 weeks contract
with them. He also has turned
down book publishers, and the
Associated Press, which want-
ed him to write a column. Last
week Beck went to work for 20
Century-Fox, earning “crazy
movie dough” on a 51^-year
contract. He plans to take a co-
uple of hours off at lunch each
day to continue writing his-
market column. Fred Beck’s as-
signment at 20th Century-Fox
will be to lure people to Fox pic
tures. Angelenos were willing;
to bet that no Beck-described
picture would be supercolossal-
A total of 13,895 churches, —
monasteries, convents and oth-
er ecclesiastical buildings in
Great Britain have been damag-
ed by enemy aerial bombard-
ment, according to Herbert
Morrison, British Minister of
Home Sécurity.
* * *
“The welfare of the people is
the supreme law.” — Motto of
the U. S. state of Missouri, ad-
opted January 11, 1822.
* * *
Detroit, automotive “capital”
of the United States, has 370,-
000 more inhabitants than in
1940, mainly because of the in-
flux of war workers making
| tanks, planes, and guns in con-
verted auto factories.
* * *
WILLKIE BOOK TO BE FILM-
ED IN NINE LANGUAGES
A Hollywood film studio is
producing screen version of
Wendell Willkie’s book “One
World” in nine languages —
German, Italian, Russian, Chi-
nese, French, Turkish, Arabic,
Spanish and English. — The
book, which recounts Mr. Will-
kie’s flight around the world
and his talks with United Na-
tions leaders, has established pu
blishing records in the United
States, selling more than 1,600,-
000 copies in three months.
* * *
Denmark’s rate of illiteracy is
. the lowest in the world ■— only
one-tenth of one percent of her
population.
* * *
Before the war Canadian ship
yards built les sthan 5.000 tons
of shipping of all kinds a year,
including fisking ■ -"1 pleasure
craft. In 1942 ak Canada
launched l,000,00r . ns of mer-
chant shipping, as ell as scor-
es of combat and < rt vessels..
Facts . . . Oddities
. . . Qootations