Stoneham High School - Wildlife Yearbook (Stoneham, MA)

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THE STONEHAM HIGH SCHOOL AUTHENTIC I been utilized for this purpose. The dishonest and misleading to the public, many advertising men in the country This is true to some extent. It is im- are continually thinking up new possible because of lack of time for the ‘catchy” ideas for selling their goods ■ daily papers to carefully censor the ad- to the public. i vertising copy. There are, too, unscrup- It would take too long to go into de- ulous people who do not hesitate to put tail concerning the different advertis- any statement, however true or untrue, ing media, but I will cite one case, that ' before the public. But the national pe- of magazines. One of the leading na- riodicals can be relied on. The copy tional publications took in a revenue of for their publications is carefully cen- about forty-eight and one-half million , sored, and in some instances has been dollars from its advertising for the last rejected because one word did not suit, year. Over one hundred and seventy- Advertising is necessary for the con- five millions was the revenue of the tinuance of the large nationally known sixty-four leading national periodicals, business concerns in order to enable Much has been said about the exag- them, through the economy of mass pro- geration and extravagant statements in duction, to give the public goods at low- today’s advertisement. “How,” some er prices. Advertising has been reduced ask, “is the public to know what to be- to a science, and there seems to be no lieve when each advertiser insists his end to its chances of development, own is the best?” Furthermore they Time alone can determine to what say that much of this new advertising is heights it shall rise. Class isttu y Elizabeth Do you remember when you took his- tory that no matter what period, people, or nation you studied there was always a war? From the earliest day and na- tion to our own, struggle and conflict have been omnipresent. No people has ever existed without some semblance of war. And so it is in the history of the Class of 1929. In the war of life we have just completed our high school campaign. For most of us our military knowledge prior to this campaign was gained in the Stoneham training schools. In the new quarters erected in 1924 we spent two years under the careful training of our painstaking instructors, and thence we entered upon our first campaign — high school. Formerlj’’ this has extended over four years, but we are proud to have completed it in three. During the first year our division com- mander was Donald Whitehead; his chief aide, Bernice Wright. Colonels Victor Ferguson and James Montague were in charge of records and finance respectively. Major Eobert Sheehan, who was later transferred to the ranks of 1930, was in charge of morale. It was his duty to keep the soldiers light-heart- ed by social activities. Be it to his credit that one of the socials had the G. Durkee record crowd of the season. He was i greatly aided in keeping up the morale of the ranks by the many clever sayings of Colonels Skerrye and Eaton, members of Commander-in-Chief Watson’s Gen- eral Staff. The classical regiment, quartered in room 8, received a certificate of honor for 100% payment of A. A. dues for the year. At the close of the year, Zoa Newhall, Willard Decker, and Austin Patch received medals of honor for service on the athletic field. Zoa New- hall was also promoted to a captaincy for services on the basketball team. Clayton Wentworth, a member of our division, went south for further mili- tary training, returning the next year. Sad to state, beneficial effects are not in evidence. Toward the end of the year. Com- mander Whitehead left for new fields. In June good-byes were said to the de- parting 1927 divisions — you remember I there were two — and the first year of the campaign was over. In September 1927, the second offen- sive began. The new division com- mander was Eobert Eichardson; his as- sistant was Dorothy Wessell. Colonels Arline Parks and Edna Bergholtz were in charge of records and finance, which [81

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GRADUATION NUiVIBER ordinary everyday commodities of life [ which were for sale to anyone who could l afford them. But now certain mer- j chants began to advertise, not to make j the public buy what it wanted, but to ! sell the public what they wished to sell, | namely, patent medicines. | The gullible public was persuaded by ; the advertisements and the medicine | shows that this one medicine would cure its malady, whatever the nature of it. : As long as these quack remedies con- ' tinned to be sold, advertising continued apace. Its success was now assured. I Men in other fields of business began to realize that they, too, might utilize | this new mystery for their own benefit, i The newspaper was practically the only well-known medium. Magazines had , not been thought of in that respect. ! They were themselves advertised in the j daily newspapers. ] An interesting story is told about this period in the advertising game. The ! editor of the “New York Ledger,” a | little magazine struggling for existence, decided to do a little advertising in an endeavor to build up circulation. He : wrote an announcement consisting of | eight words, “Read Mrs. SouthWorth’s ’ New Story in the ‘Ledger’,” and sent it to the “New York Herald” marked for ; “one line.” The editor’s handwriting | was so bad that the words were read in : the “Herald” office as “one page.” Ac- j cordingly the line was set up and re- i peated so as to occupy a whole page. | The next morning the editor was thun- derstruck. He had not enough money to his name to pay the bill. He rushed excitedly over to the “Herald” office, but it was too late to do any good. In a short time the results of the page advertisement began to be felt. Orders for the “Ledger” poured in until the entire edition was exhausted and another one was printed. The success of the “Ledger” was then established. Ever after that time Mr. Bonner, the editor, was an ardent believer in ad- vertising and a liberal purchaser of space. The Procter Gamble Company is a widely advertised firm with an inter- esting history. In 1827, a candle-maker named William Procter formed a part- nership with James Gamble and the firm of Procter Gamble was started. One of these men came from England, the other from Ireland. They both settled in Cincinnati and married sisters. It was at their father-in-law’s suggestion that they formed the partnership. In those days soap was not branded or moulded into cakes. The retailer cut as many pounds of the semi-soft product as the consumer desired. The idea of a nationally marketed soap was unknown. The business grew and expanded and improvements were constantly made. In 1879 they introduced Ivory Soap which they began to advertise in 1880 by a full page magazine advertisement. Advertisements of Ivory Soap have been found in magazines ever since. The de- mand grew so large that Procter Gam- ble bent all their energies on the ex- clusive manufacture of Ivory Soap. In 1907 the production of P. G. Naphtha Soap was started. Although the market was full of other locally known brands of household soaps, extensive national advertising made it sell over the others. At various times during the years since, new kinds of soaps have been added to the P. G. family until now there are five widely advertised products. Sometimes Ivory Soap and Ivory Flakes are found in the same copy, but usually the P. G. products are ad- vertised independently of each other. All media are used but magazines most of all. Many business concerns depend for their prestige on their trademark. This is because a well-known trade-mark brings instant recognition of the prod- uct offered for sale. An unknown trade- mark is of no value, but one known to all inspires confidence in the heart of the prospective consumer. Very few trade-marks have gained wide-spread recognition without magazine advertis- ing. Needless to say, none have become famed without some type of advertising. Magazines are a very important source of advertisement. The most extensive user of magazine space for advertising purposes is the Campbell Soup Company which has used its trade-mark since 1899. Bon Ami, another well-known adver- tiser, has a twenty-five year old trade- mark. Practically all the advertising of Bon Ami is done in magazines. One of the pioneer advertisers of 1850, should he be suddenly confronted with a modern advertisement-filled newspa- per or magazine, would be astounded at this development of his one-time busi- ness. However, newspapers and maga- zines are but two of all the media for advertising. Movies, radios, street cars, sign-boards, demonstrations, aeroplanes and all kinds of printed matter have

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GRADUATION NUMBER positions they held until the close of the campaign. Major James Montague was in charge of morale. He and his aides successfully ran the Junior Prom. In December General Richardson gave up his command and General Lawrence OLoughlin was appointed to succeed him. Many soldiers of the 1929 division took part in the annual operetta, “Pe- pita.’ Cynthia Bagdikian had the title role and as a result was kept busy all the rest of the year. Zoa Newhall, Wil- lard Decker, and Carl Hibbard also had principal parts. The regiment quartered in room 9 again won a certificate of honor for pay- ment of A. A. dues. During the year Dorothy Wessell, Joseph Lundregan, and Lawrence O’Loughlin were promoted to the rank of captain for athletic service. So, with good-bye to the 192S division, ended the second year of campaigning. The last year of the 1929 campaigners began wdth a flourish. General Robert Oppen headed the division with James Montague as his aide. The only other change in the staff was that Major Doro- thy Dodge was in charge of morale. Three of our division officers were made officers of the Athletic Associa- tion, Willard Decker, Dorothy Dodge, and Victor Ferguson. The 1929 divi- sion shone in the annual operetta. Of the fifteen principal parts, ten w ' ere held by division members, Cynthia Bagdikian again taking the title role. The big event of the season came with the Winter Carnival. All hostility ceas- ed while the Stoneham High army pro- ceeded to “make whooppce” as our Au- thentic’s Jester termed it. The divi- sion was proud to have one of its mem- bers, Dorothy Dodge, crowned queen of the Carnival, and many soldiers helped to win events for the old army. We must give credit to our commis- sary department — our doughnut bri- gade, headed by Colonel Marshall of the General Staff, ably assisted by Majors Fraser and O’Connor and some members of the 1929 division. In March many of the soldiers were grieved to hear of the sudden death of a former instructor in the training school, Victor M. Hetherstone. Mr. Hetherstone was always our friend and his memory lingers in many of our hearts. As spring came on, the last minute fighting became fast and furious. As victory became more certain, however. much action ceased. On May third a selected troui) of entertainers success- fully presented the play, “Ain’t It the Truth?” for the benefit of the division. A general cessation of hostilities oc- I curred on May 21, -when the all-impor- tant banquet took place with Hugh Hamill as the successful toastmaster. And so with the usual events of the closing daj’s, the first campaign of the j Class of 1929 came to an end. i But I must not complete this history without telling you more of the Depart- ment of War. Mr. Frederick W. Porter has been Secretary of War during this campaign, and he has certainly done his part to help us in every way possible. Now he is leaving with us for a new field of action, and we wdsh him success wholeheartedly. Our Commander-in-Chief, Howard W. Watson, has been, since he came at the beginning of the campaign, constantly on the lookout for our velfare. To him is due much credit for whatever success we may have had. We predict even greater success for him in his military movements now that he has a son on whom to practise. Among the members of Commander “Watson’s General Staff, two stand out clearly in our memory. One of these is also leaving to a greater campaign. We are very proud to have as a mem- ber of our ranks. Miss Vera Moore who, as our toastmaster remarked at the ban- quet, “Wilson be Moore no more.” The other, Mr. Earl T. Thibodeau, one of the best friends and teachers our army ever had, remains, “tenting on the old camp ground. We have not the heart to wish that he might go with us, for future campaigners will need his able guidance. And now, successful campaigners, we are leaving. We are no longer green troops but veteran soldiers. From the heights we have attained we are able to look ahead to new objectives. We are going on to the bigger battles, the bigger campaigns of this war of life. And if in them we acquit ourselves nobly — God grant that we shall — it will be because of the aid and experi- ence we have gained in our homes, our training camps, and our high school campaign. Thus I close the history of the first campaign of the Class of 1929 with gratitude for your help, and a hope for your continued friendship in the fu- ture.