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0001 TC. !i'"..'.1e ff :-S' ..IfÃL.bj..bj: jjfS A Weekly Newspaper Ct'rculatt'yyty in the District of West VancouYyer-A mblcside, Hollyburn, Weston, Dundarave $1.00 per year. Cypress Park, Caulfeild, Whytecltff; Etc. 5cp r copy st newsstands. SRjj l DRR VOL VII SIX PAGES HOLLYBURN P.O., WEST VANCOUVER. B.C., FRIDAY, JULY 8, 1932 No. 7 GARDEiV PARTY WFST VANCOUVER BAND iVOTES BY DUNDARAVE WELFARE ASSOCIA'kfON LADIES'HOIR The West Vancouver Schools The West Vancouver Welfare Band is entering the eompeti- The Dundarave Ladies'hoir Association is already proving tions to be held for School Bands are holding s garden Party at itself to be a worth-while jnsti- andalso the openclass for Junior the home of Mrs. HamPson cor- tution. The Orange Hall has been Bands to be held at the Provinciner of 20th and Fulton Ave., on a hive of industry afl the week, al Fair in Vancouver on Augustlad y, 15th July,.commencing and thespintof a~ration,d-'9th. In order to get in a littleat 2 p.m. There will be bridge ways a distinctive characteristic extra practising, arrangements tennis, rafFles, prizes and tes. A of West, Vancouver residents, is are being made to take the band very good time is guaranteed making itself felt everywhere. camping for about two weeks. and a hearty invitation is ex- The .Food Committee under Mr. Condon has made arrange- tended to all to attend. An in- Mrs A. E. Young, has started ments for the entire use of the elusive charge of 25 cents mll on its jam-malcing, and ojfers of beautiful Baptist Church Camp be made, proceeds to go to the fruit for now and later ar m on Keats Island, from A gustu unde. Anyone desinng ing in steadfly. hlanyjars have 13th to August 24th inclusive.further Particulars are asked to been sent in, but many mare will Here every convenience and Phone Mrs. HamPson at West be required gnts of sugar too every Pleasure for camPing are will be acceptable. available CAIIVIVAL DANCE M Mrs. Gleam reports a splendid The council has offered the IS GREAT SUCCESS res@mac tp the clothing and I nd the u~of No.6 fecundfurniture appeal. Really useful a grand picnic wifi be held on The carnival dance iven by things are being sent in, includ- the day the hand leaves. The theWestVancouverWeffareAs- ing men's and children's cloth- entire Pro cede of the triP will sociation last Wednesday even- ing'nd shoes, but many more e used to helP defray the ex- ing in the Hofiyburn Pavilion will be needed if our fellow citi- P n~ « the camp. was a most successful affair, zens are to have the maximum Every memb r of the b nd is over four hundred guests being of comfort in these unusual asked to be at Practice tomorrow present. The dance was origin- monung as the musie to be used By achedu Ied jo run frain 9 1p Goa4 news comes from H . E . in the competit ion wiII be givan I, but everyone was so delighted IVajker of the Fuel Committee, out and arrangements made a- with the evening that they in- that twenty men have already bout the camp. sisted that it b continued for started cutting on the cemetery an additional hour, Ted Wifliams site, and two trucks have been CLIFF HOUSE HOLDLVG and his orchestra from Horse- er or mage. he under- SATURDAY DANCES shoe Bav relieving for a time standing in this dePartment is george gnjyjn and his 7-piece t at one-tenth of all cut goes to Dances are now being held orchestra, who provided the headquarters to ensure a reserve every Saturdav from 9 to 12 at music. Novelties were jntroduc- suPli y f r the winter, and the Clijf House, Whytecliif Park, ed durjnR the PveninR and 8 remainder i'j~ to the Tl floor w'ichh b esp number of spotlight pnzes dis- "ames f those cutUnli. Ar ahy constructed for dancing, ts tributed. rangements are now being corn- one of th b t ' V Most jnt resting were the var- Pe e for wood in the%est End couver, and from theleted e s in rester an- ions fancy dancing and musical e Municipality so that verandahs maa ir nt news ~of th n rani spacloils items given between dances by th~. jiving there may also be b ob™ed « th h I «H a number of Vancouver artists, supplied. Sound and the adjacent moun- who came over especially for the The yob of the Maintenance tajna The music is supplied by occasion. The Two and a Half Committee, under Miss Almas, is Romeo Perrie's six-piece orches- Melody Boys'extette appeared to see that all departments work tra. A cover charge is made of six times, the Singing Trio gave sinoothly, take charge of the of- $ 1.00 per couple. There is also two numbers, Gus Dawson and fice arrange transportation, and a spectal dance supper at 50 his pupils gave an exhibition of generally make itself useful This cents. fancy dancing including a special committee among other things, waltz by himself and Miss Rob- keePs a list of all ojFers of help HIGH SCHOOL NOTES erts, also a bathing number and of any kind, and will be glad to a French number, and the Com- have Phone numbers of those hfatnculatton Exammations modore Cafe troupe performed who will lend sick appliances were corn lated Wed esda .several times. The guests in when required. Everyone knows High School Entrance examjtue- fact were treated to a vaudeville the tragedy of sickness coming tions were mitten last weekentertainment between dances, into a home where financial under the supervision of Mr. Sin- all by artists who gave their strain is already felt, and the services free. committee feels that this is a J. R Mitchefl left on Thurs- Two rajfles were held the pack very important service. One day to join his family at Prince sack being won by John Lawson, fully trained nurse phoned in to Rupert where they are s Odinand the pair of pillows by Mor- volunteer her services for part ri Bs ruce, who kindly turned time nursing, and it is expected h[rs. Rejd js a member pf thethem back to the Association. that others who have the know- staif of the Summer Schppl for Miss Almas, who was present- ledge will follow. d ith a bouquet of flowers iMn Gemmill, convener of the gain being held in the King Ed- made a brief address, in which membership committee, is anxi- ward High School. she explained the alms and 4 ous that thm who have ~jv Miss Hale is sp nd~ the vajects of the Association. Reeve ed the service cards will fill them cation at "Sunshine Camp," Al Leyland also spoke briejly. in and return them at once, s North Arm. together it was one of the they are needed for ging. Miss hicswe n has ified ce, as ever tak n lace in West Van- Membership is f~ to alL some kind, even if they have no g h cash, and afl wifl be welcomed Stajf and Students with a foun- refreshments, a substantial sum The special Carnival Commit- ta pen as a token of esteem was netted for the funds of the tee under hIrs W. B Smafl has and goad weshe&z Welfare Association. had a very busy week too, but Mr. Sinclair is attending the/ everyone has worked cheerfully Summer School at U.B.C. HORSESHOE BAY ie&'ealizing that here was an ejfort Mr. Brook is pursuing his RESORT OPEN truly worthwhile. studies for a higher degree at The ofi'ice phone number is the University of IVashhtgtpu The Horseshoe Bay resort, 'lVest 109, and the hpurs &ue 10 during the summer. which is owned snd operated by 12 mornings. At other times Miss Jessie Castell, Home Eco- Howard Rodgers, is now open messages may be left wjth the namics teacher. is spending July for the season. Fishing, boating following who are members of as a student at the U.B.C. Sum- swimming, lunches, tees, dinners the Executive: The Rev. F. A. and the use of the picnic grounds Ramsey, president; Mrs, O'Don- are available for visitors. There nell, vice-president; p, Chapman, It EST I ANCOU VER is dancing every Wednesday and secretary-treasurer; hfiss Almas UNERIPLOYED ASSN Saturday evening to the music G. Gemmill, Mrs. Gleam, H. of Chamberlin's orchestra under Walker. ihirs. A. E. Young or The West Vancouver Unem- the leadership of Ted Williams. Mrs. Cromar Bruce. played Association will meet at Rates at the Horseshoe Bay The executive of the IVest 9:15 p.m. next Tuesday, 12th hotel $ 12.50 a week up including Vancouver Welfare Aaeociation just&mt. in the Legion Memorial first class meals and the use of is meeting on Friday evening at HalL All members are asked to boats. 8 o'lock in the Orange HalL be present, &lect 148L y ] i'I i of jbo eQ yee kz fii ieilsi,q "jzny, jtl 'ea eej '- foi &u I'I ae z ot ~ izbt,o I 4tbat ilzcc."::. ,rklid, e ytabe Fil every Ia is kft .„". I'ejol czfly, ":. &jnzb. 5 75$ iL zal '-f.'o s e 1st g0t i kgzs o cd gg jy ibzt ) ,zypjcr NI INORhlAN COX STARTS A&IUATIC CI.A9SE9 TODAY Norman Cox, the well known Olympic and university coach, started his swimming and &liv- ing classes today, (Friday). The first session at Hollyburn was held at 10 a.m., that at West Bay taking place at 3 P.m, BUII.DINge PERMITS $9,650. The municipal hall last month issued ten building permits of a total value of $9,650. These were made up of nine permits for dwellings amounting to $9,- 450, the other permit being for an addition of a value of $200. FUEL AND 1VOOD NOT TO BE STACKED OiV BOULEVARDS A practice has developed in recent years of stacking cord wood, stove wood, coal, etc., on the boulevards. This is an in- 1'ringement of municipal rights and the municipal authorities have issued instructions that it must be discontinued. An ad- vertisement relative to this ap- pears in this issue. Announcement The School Dental Clinic is closed until September. Dr. Mc- Cubbin will be in attendance for school children desiring treat- ment during the holidays. NEWSI'Aj'ER ADVFRTISING There are today many forms of advertising, and new methods are invented almost every month. We have mail advertising, follow-up letters, posters, dodgers, windovi dis- plays, etc., yet the general experience of business men extend- ing over many years is that the newspaper remains, rs it has ahvays been, the cheapest and the best means of bringing to the attention of the public what one has to sell. The chief reason for this is that our high pressure modern life leaves the average individual with little leisure for serious or sus- tained reading, and as a result we are on the grand average largely newspaper educated. Newspapers today contain many things besides news, and their articles run the whole gamut from resumes of highly scientific subjects to the latest cooking recipes, the idea being to keep the reader posted generally on sll the various happenings and lines of thought which go to make up our very complex cjvjjjrzttion. It follows, therefore, 5 that practically everyone, regardless of sex or alee, carefully4 reads the newspaper, which means that the advertising carried in its columns is also automatically studied as welL Other forms of advertising indeed achieve results, but they are of necessity limited as to their scope. For instance, how much advertising received by mail is really read, and how much is thrown into the oifice waste paper basket or box to light the kitchen stove without s glance beyond that which shows it to be advertisingy Everybody knows from personal experience the answer to that question. Turning to the value of a window display the motorist does not see it at all, snd only those pedestrians who happen to pass the premises. Moreover, how many of the latter stop to look and what pro- portion of even those stay long enough to digest what they read or see y Not very many. These are only two examples taken at random, but they reveal the crux of the whole matter, which is that the basis of all advertising which gets results over the years is that carried in the newspaper. Other fonna are useful, but only as a subsidiary to newspaper advertising. There is one condition, however, which must obtain before any kind of advertising pays, and that is that goods, services, and prices are what the public desires. It is a remarkable thing, but, when hard times reudor economy necessary, the first cut the average man makes is in his advertising appropriation. We say "remarkable," be- cause naturally that is the very time when he should most keep his name and his merchandise before the public. In this connection some interesting figures have just been published. Twenty-five American companies that maintained or increased newspaper advertising in 1931 showed a drop of only 7 per cent in net income compared with 1930, while an equal number of concerns who cut their advertising appropriation had a 73 per cent decrease. Of four other concerns who increased their newspaper advertising in 1931,'three showed an increase and one a small decline, while four others in the same line who spent less on newspaper advertising suit'ered a 45 per cent decline in net earnings. These figures speak for them- selves. Advertising is a matter of psychology, and, as such, its general effects can only be measured over a considerable period. Some men will advertise a few times, and then grumble because they can't count more in their tills. It takes time even with the attraction of attractive prices, to lure the public away from those with whom they have been doing ~d business previously. The case, of course, is entirely different where social entertainments are concerned, but even there the organization which year in and year out advertises its entertainments in a way establishes a clientele. You will hear some business men say they have a suf- ficient number of steady customers and don't need to advertise. That may be very well so long as all those customers live, but what happens when they die or move sway and what about the new prospects who come into a towny The news- paper advertiser gets them and in time many of those steady customers the non-advertiser has relied upon. These are a few of the sidelights of newspaper advertising which it will pay every business man to think over. The steady advertiser with time increases his business, just as the non-advertiser with time has to take the count, for virtually he is conducting the fight with one hand behind him. As with everything else, it is time which tells the story.