HomeMy WebLinkAboutThe Huron Expositor, 1941-02-07, Page 674,
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4,444i
r.
- -
a most success/ail eetaal
;.•,-e Joineiro ia the Leas
-1,lead of the Rio store
en Others in Brazil is James
, .af Wilkes-Barre, Pa
tielhalHli;. isa meirehant arivee in
• Iltecanee SoaMsh elgas
2 the Woolworth store in. Ybor
'Merida. Which sounds waolty,
Nr. the language of Brazil is. Portu.
But that's the way it kap..
d.
:-iLike to tell aboat the Wilkes.
elattaare. boy who has beeorne the big-
;`a'eSt retail merchant in South Amer-
' iea, beeause I am so tared of hearing
that our businessmen are not adapt_
abis enough to succeed in Latin
America, 'where the people are proud
lee
C. *lensed: Trona:, TOrboo, 10 •
fieader% DigePt
and sensitive and- stioltter)2 for their
'Owl), oodles., and tradatiet* AetuaRY
there tare many Ihneiniel-AMen trom
the State,a. who have, had the enter-
prise to •spy •out special OPPoetimities
in South America and develop them
to the advantage ef all eoneerned.
Such Men are true good -will am..
basadors„ effectiv'elY refuting, in
their ',daily eontacts Nazi propa-
ganda against North American
• • •• • • •
Jan Marshall was an energetic:
yeane„eneaoyee of Wool-wort:We, who,
atter- working in, various sitores, was
sent -to one in Ybor Oita! His cue-
tomers there were largely tile wives
and daughters of Cuban cigar mak..
'era Business was bilingual. It fas-
IT'S ALWAYS DEPENDA
irtat00‘ 'tor-z10,''''01414$1377.aia..4.,4::441:041:- '
atglaao 'the ree,oht-ailoallotrlae
be
eStren;c4ha"4441414:14f.96r.• a 46°
Bat aeane-ateartis interVened years
in whica he went eataaaarniUg. the
Itratle„, * 'bigger end bigger Wool.
worth stoma Ixu 020, with wane aala
itj acautaulated,.•lis set • out for the
rgentine. 'On the ship, thowevO, a
Brazilian urged him to look at Rio
before committing likaRerlf to BUO11(1,1.
Airs. Jinn did, and liked what he
Saw.
. 'saw thousands of .government
leaks, army officers end- office work-•
ers Van. did not earn very much
-flamer, but earned-- 4t----steaditly. He
saw fthat:- the Shona. with the _beet
loeatiops steeked goods that ,only tare
very ',Wealthy ,could :bey. The cusa
titters Naha anake antala purchases
every 'day -had been ovealoolced. The
housewife with a dozen items; on her
shopping list might have to go to
half a dozen untidy little stores wad,
incideatalay, argue about the, price, of
every article she wanted.
Jim's entlatislakma for Baenoe Aires
shifted to Rio. • He deeided, however,.
to make ;his initial venture en a small'
scale in a suburb. Then, if he made
mistakes, they wouldn't attract so
much attention.
Although the localAmerican' coin -
natality was somewhat .doubtkui of his
succesis, he found the l3raziliAS kind-
ly and helpful, and iiitensely inter,
ested in this new enterprise. A Braz-
ilian seholur helped him name his
Mere. For some reason every metch.
ant in Brazil had called bas establish-
ment a casa, but the Brazilian scholar
•
up, right uoliv
..10114 Oa Minion I
Your Itror 14- !veil moo or your body
and mootheijortilupo rot! hoolth. !rpm's our
yournutlebille44:e4tlauilteni°4441"PrePly154f:Assewastitiliereesoldlirddi:
lead detompopoohl yew 'seediest% You be,
tome constipenid, otomert and kidneys can't
work ProPetlY, ,Veo feel "rotten'-headochy,
I/mantle* dms, dragged out the time.
Fer over 3Symitelhoesenite lune won Pone) t
relief from these Awns—with Fmiteetives,
So MM. ,no. Try Fruiteetives--you'll be
tea bowet&ily yea Feel like a
new moon* -0.‘nd Vititairokin• 2$e, 50c.
F UITAIIVES ITIFS7
argued that the Portuguese word lojaa
was 1'eallY the right word for a etore,
though never vo used in Brazil. To
Jim the idea of giving his store a
name that would set it apart appealed
strongly,.
His wale the first iojas in all Brazil
but now there are hundreds of them.
In fact, whatever the woad) Was may
man ia the Portuguese diCtiOnarY Ir
meana 10prazil a store which sells
dependable merchandise at a cheap
fixed price.
Jim was determined that the sales
foroes should be ,00mposed of girls.
In Brazil as in other countries, it is
the wife who does the shopping. Jim
had seen the Brazilian: salesman at
work and knew that women would
44.
, and L
FOR
IC OR
Your Dollars Will Come
Marching Home
Your pennies, your quarters, your dollars are need-
ed in this war as much as the nen at the front.
THEY are pledging their lives will you not
pledge your dollars?
THEIR lives may depend upon the plane s, t h e
bombs, the guns, the ships YOU help to supply.
Will you refuse to back them up?
VICTORY will come sooner if you save and lend to
the limit. Will you shirk YOUR part in shortening
the war and hastening Victory?
YOUR. dollars will come marching home when iVic-
---
tory szi,von, to bring security after the war.
Will YOU miss the thrill of having shared i n t h—e
Victory of having helped to build a sound Peace?
Buy
WAR 'SAYINGS
•.cERTIFICATES:
•
Regularly
This space donated to the
Seaforth and District War Savings Committee
' • By
The Huron Expositor
,44
• „
$ Male •lat
Pat We're , alatailaaa-Aakaane
Bregallette , alwaya bell;r that
gate SholAld ..ead) a atialuded • 'Agave.
Havaever, a, revellitibul aata•arewieg
Just then 1j Rita at' wara a' (Wet' re-,
volt ef gale who( -had haeia'aeaillag
gatlywood, pictures' audaeanalag.that
there are 'other things iv life, hesides
sitting at ;hoine and waiting ftir some
young fellow to eolne along and MarrY
you. Se, -despite tile hesitation of
parents, aim eucceeqed gettiing a•
few girls; to pioneer at ale countetrs.
The first -Shop was oPened with all
due earemony, including the -custom-
ary blessing by a priest. At eight
clock the saleagirisi teak their
places. Ani -hour went by without a
•solitary euetomer. J,itn wee begin-
ning to think the- had been a foal to
quit his good job with Woolworth's.
FaHy a little girl, -after paeseing her
nose against nese against -the.
diewpans for a long time, came bete
the Lojas and bough at ten -cent doll.
Ph -at was the -beginning of a trickle
of customers. It' was a good thing
it was just a tri-ckle at first. The
girls had no idea how to conduct
themsleves. Jim lend his assistants
-had to apologize to indignant custom-
ers, and 'explain to the girls that they
ehouldnt argue and talk ;beck.
!Tfhere were ether troublea. Jim's
stock included American toy ele-
Phaate. The gateegiele didu't even
want to teueb, them. They were an -
lucky! Why? Jain Asked. Wert, be-
cause' their tunas were 'hanging
down, If the trunks were up in the
air, as; though trumpeting, would that
still be unlucky? No, that was a
lucky omen. So Jim. had the girls
diemember the trunks and sew them
on again aticking up. The elephants
Jizu sold_
ams stacked raisedatruak toy
elephants in all hie •shops. ever &ince
-just a reminder thart his jobs •le to
ea: what the Brazilian customer
wants, rather than what the North
American manufacturer produces.
After a -little while there was ea
difficulty about getting all the sales.
girl's lie ii,eedect For both they and.
thear -parents learned that a:job iv the
Lojas Americanas was a goad deal
more effective way of getting. married
•than 'sitting on; a balcony and waiting
for a haftidisome young man with, a
guitar. No 'girl has ever been known
to, quit her job with Jim Marshall ex-
cept 'to get :married -abut -they all quit.
4t the tithe th'e first lioja-s Naas
:opened the Brazilian. mitneie was
worth about 12 -mats. Jim hung out
a• sign; ar-hich read; "Nothing over 2
millseisa'" This in spite of the- fact
that more thari 75 •per cent. ,of his
'goods were imported front home and
were dutiabie. Then the milries be-
gan to slip. Its present level is- about
five ceruts. With- each drop it became
more and more difficult to find im-
ported good a to. oell at two milrele. •
-In the original thock a few articles
of Brazilian manufacture had -been in-
aladed. Not many, becauee ten years
ago very few things' were; made in
Brazil. Jim s.et out 'to find more.
Some very good pottery was produced
near Rio in designs -that had been
-brought over from Portugal a lo -pg
time ago. Jim cajoled -the manufac-
turer into adopting new -designs and
gave him the large-stoe he had
ever receivea. He like!wiste•bunted up
nianirfacturers of glassware., porcel-
ain, and kitchen, utenaila
Jim's timing of this was' just rigla.
Public -minded citizens were anxious
to see Brazil industrialized. It lacked
both capital 'and trained,. technicians,
but, -the little homeY things- Jim want.
ed did not require much capital or a
high degree of technical skill. Ile
„found the small manufacturers eager
to cooperate, and now there are doz.
ens of factories which, either came
into existence or •were placed on a
financial basis solely • because of his
search for salable merchanid'ise. Re-
member his first •custorrier-the little
girl who was attracted- by the cheap
dolaaJim . started encouraging the
manufacture dolls. and all kinds' of
toys. Today 3razilian toys are for
sale the Argentine.
Marshall's, modest contribution_ to
the. industrial development of • Brazil
has but slight effect on inip-ortations'
nom the Stat -es, fdr most of the
131112'il-made articles, are of , cheap
varieties, that Americ-an manufactur-
ers do not produce. But' German and
Japanese me•nufactuners, have • already
taken several so-cke on their resp•ect-
Jae chin's and have a lot more coming
to them. This - kind of cheap un-
branded me rob and i se is precisely
what Germany and Japan depend on
for a substantial pant of' their foreign
t ra de. •
By the end of this year Jim had
four stores' in Rio and was op -ening
ote in Sao Paulo, 300 miles away.
The reputation of - Lojas Arne -mamas'
had 'spread so that it took 50 police-
men to keep order at the Sad .Paulo•
opening.
Th- ,original sales force was a doz-
en girls; now there are more than
1,000. As the stores' grew in size and
number Marshall brought young bach-
elors from the States to help • h-im.
Anyone who has- seen many Brazil-
ian young ladies might anticipate
there'd be weddings. It won't be long
before Brazilian -American boys. and
girls will be traveling n-o•rthWard
across' the equator to go to echool. .
When 'Jim started, Americans who
had lived in Brazil for years told him
that the plan to display goods on un-
alaiectea open -counters was suicidal.
You would think Jim was a B-razilian
patriot when he nowaelapws. you fig-
ures over a period of keens' Praying
that••bis, losses frcim• petty thefts by
customers and employees' •amount to
le.ss than (half of 'similar losses in the'
chain stores of good; old, United
States'.
Jim Marshall has- 'never gone te
Buenos Aires. He still has a lot to
do to Brazil. "There are, 45,000,000
auetom'ers in this country," he told
me, "and there are a lot of them that
1 am not selling anything to."
MARRIED- FIFTY YEARS
We join the many friends of Mr.
and Mrs, Courad-kellar of town who -
en Monday January 27th celebrated
their 50th wedding a,nniversary. They
were married in Hay Township, by,
Pastor Struempfer, the being Rath-
ern..tisie before 'her inarria,ge. After,
residing on tile ath coneasalan for 24
:Years, they Moved te &triple 26 year6
jego. This happy couple seem to be
ienjoying fairly goad health, and have
fatilly ef three children, Wk. Wm.
itotbarrael, � Mertiton: Theodore of
netreit and Aarsen of
t -iii I/04a,
,MeuriAlotild trma Page 2)
:grading ,for tilie:tunways' conetruction;
43;90a, talla , Of *Olmsted graver and the
ordinary teak of seeding, fencing,
smoothing aid roilhig, and when all
those are measured, we have only gone
part way in the task of making an air-
port - there is "still much to be done.
Drainage is Essential
The probleins of drainage presents
its difficulties. There is one air field
in -Canada, level as a billiard table
but how would you drain a billard
table- if it towed -three or _fuer Jmn-
died acres? Remember, the main task
of engineers is to overcome difficul-
ties, and they do that very thing.
They ran a ditch around thie field. It
was 2 feet deep at the starting point
and la feet deep where the two met
at the other side of the field and from
there, they carried it on 'til it found
its way into a creek - an eight foot
fall in a mile will carry a lot of water.
So they had drained the billard table
and 'drained it suqcessfully. Theoret-
ically, there was no fall to the land -
they made an artifieal one - it ser-
ved the purpese.
Surface runways must -be -built in a
way wbich will prevent buckling in the
spring when- the frost comes out of the
ground. This involves thorough drain-
ing along the' runway s with stone
backfill solid foundations and -hard
surfaces. Proper seeding is Mit a par-
ticularly difficult problem in eastern
Canada and certainly not in British
Columbia. In the west, it is normally
more difficult to secure a catch of
grass--seedbut to a certain. extent,
this has been overcome -by Oat, west
amazing drY *Ad Vase Creak*"
Wheat' "Grasa a -product -of the- -
arid soil of Mongolia gad bas heel*
successfully introduced into Western
Canada. In suitable aoll/, its roots Was*
etrate from six to eight feet into the
ground in search of moisture and
spread out into an amazing array of
secondary and tertiary root structure..
It is this which 'will form the sod for
the air Mei& -of the west. There will
be no drifting soil when once this'
grass is firmly established.
Someone remarked not king age
that a democracy in wartime is always
in a hurry. -It is perhaps;
eminentlY
fi•tting Ghat tis should be so for a re-
inoeracy starts war with an initial
disadvantage. It cannot prepare in
advance, after the fashioa of the total-
itarian powede - but ice the United
Kingdom now, they are fighting and
winning against the Akis and in.1041,
when the men we are training in Can-
adian air fieldare ready for the can. -
filet, we shall have to our credit a rec-
ord of achievement worthy of the ef-
fort that has been made.
"Awa• -come on -just let me lead them down the next block -Mara
where 'me' ,girl friend lives!"
1
SNAPSHOT
FUN WITH LIGHTING
.0.00,' •
High speed film -candles not too far from the subject -lens set at f/6.3
-and a one-half second time exposure got this perfectly. Be sure to pee
a firm camera support for "time" shots,
fashioned design, that we found in
the attic. With that one, we got
good results at the same exposures
used for candlelight. The other
lamp had a chimney and base, like_
the oil types, but was wired for en,
electric bulb. When Ann held the
lamp, she shielded the bulb with
her henti-and we concealed the
electric cord, too --s o the results
were quite realistic.
Exposures were shorter for our
electric lamp -but the time will al-
ways depend on the wattage of the
bulb, and its distance from the sub-
ject. That's' the point to keep ht
mind when zott trY these sPedal
shot. The nearer the subject, the
stronger the light. It works the
same way when you Use photo
bulbs. Candles one foot from a sub-
ject are four times as efficient as
they would be when two feet front
the subject.
I'na sure you'll want to try Borne
of these shots. The nice Point about
thefts is that you can have the,Ittunt
or ea.ndlee, right in the 'lifetime.
Semetimes, possibly, yon Might
get a reflection spot or "flare spot"
otttho film -but we didn't. And
anYway, the shots are so interesting
they're "11 Worth that slight
HAVE had a lot of fun at our
V V house recently, taking pictures
with unusual types of light and
lighting. It all began with our fire-
side shots - using flood bulbs
tucked back in the fireplace to simu-
late firelight
From these fireplace shois-thea
were good ones, too -we proceeded
to candlelight and lamplight. For
the shots by candlelight, we used
real candles. Some were in branched
candelabra -which are very attrac-
tiVe in pictures -and for one aeries,
we arranged a birthday party with
a cake and small candles. It wasn't
anybody's birthday, really -but a
&alai had just been baked far Sun-
day, and we managed to borrow It.
Of course, candlelight is rather,
weak -so we used high speed film
and time exposures. By having sev-
eral candles, and placing the sub-
jects quite near them (but not too
close tor safety) we were able to
make exposures of one-half to one
''pee�nd at f/t1.2., That would be Aro
to fottr'iteconds with a box ce,mera
• -and, don't forget, high seed
baytirrie, Alm is Mitch 'slOater by the
yellow candlelight.
We used tWo lamps in our limp,
!lett plotttieS. Otte was a keror-
sone Who, krith uit „intereating
Ale" , Jetit4 *art tfiiiider, •