Newspaper of New York Tribune, January 8, 1922, Page 54

January 8, 1922 Tarihli New York Tribune Dergisi Sayfa 54
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M ' HOW A POTATO PEDDLER BECAME MAYO] By Turning a New Trick in Advertising, by Combining Potatoes and Platforms Georg Oles Won Out in Youngstown, Ohio Showing That "Commercialism in Politics" Isn't Always the Evil It's Said ToBe / /& FULTON F MEAT LOCATED AT THE GRAND OPERA ItOUsr. CENTRAL SytJAKi: f;0U"**lWE3T CORNER | GET ON THE BAND WAGON QUICK IIUIWY! nUHKV" nUKHV!:! l>...i".r..t< ;u-l Rciniblleam<* Iiuny iiixtnd qrtf.n Oles' (..iti.l w.moii, iin-l .lon , wail lohp (Imlfldl. It is ft rorr-KOiw toiicliiNi-.il tlmt 01c it i;"in-- lol?c tlm next in.-ivr nnd lliolpooncv yon pei ont ..n.l wo:-'.; for inr.in.l l...".-t I'nr nn- niiil pcl on ihe Imml wnppH for nictlio licl; t isfor:.ll eonccrne.1 and tlie Ktnerit will !..? that 5011 atfl Roitip to l-.Avr .-. .li'lentlf. liirot")cl>eM "ion m UiR A m.m thal. (.?ri bimness innii fur i ritr rcpardless of wiiethcr thev .ire Hcpi",."..,.?., ?yv???.- ? ?r- ? , ?J'lifs invitation is for tlie Indirn na well as ihe men. Coii't opwy,anyJotifiCr Mnke t'P yotir jnind npht now thnt von a ? Hcrntblicaim, ilc-mocrats or Wdepoiufci lhe men. Cor.'t dolay.any )oti| are KoiOjt; lo work and Totc fov Oles 550.00 GIVEN AWAY IN PRIZES jamtvav virur A*r l.'i <rw*l tyft George L. Oles, whose sensational rise from potato peddler to Mayor through his own aggressiveness and ingenuity . reads like one of Horatio Alger's "misleading" tales caiiipaipu tho IjobI. $1u.0O to Ibe Udv tbal dresses ... d ndv. rti-os Oles c: Vtii"n tbe best, tjOO.Hi to the man that dresses and advertiscs Olei eampa thc bcH and $10.0) to thc trurk lliat makes tho most coisc when tliey pass rcvicwinp stand at 10 o'clock in front of tho co.trt house. PLACES WHERE OLES WILL SPEAK Monday, October 31st, Oak Street 1'lre Station, 7:30 p. m. Monday, October 31r,t, JleKinley School, 8:30 p. in.. Tuesday, November lst, Fire Station,. Oakland .-.nd SiiporioT blrects, Tuesday, November lst, Bcthany Baptist Chuvcb, ChreaRO and Ed? wards Streets.8:30p.in. ., ? . Wednesday November 2nd, Fire Deparinient, I'iuI.i Aveuue, r:30 p. m. AVcdnasdav. November -"nd, 711 Maltouini; Avemio, 9:00 p. ui. Thursday, November 3rd, Fire Department, West Arlinpton and Fostcr, Friday, November 4th,'West Side'Improvement Club, Pcrku:i Street 0 p. uj ii W ? By H. E. Moreland 'HY, that fellow could sell re frigerators to Eskimos." You have often heard some one thus refer to the selling ability of some individual, but you probably didn'i believe that the man referred to could actu ally do it. Out in the flourishing Middle West city of Youngstown, Ohio, there is a man who could not only sell refrigerators to Eskimos, but who could also sell them a year's supply of ice. fo bout. His name i.- George L. Oles, and he is the newly elected Mayor. Three months before election no one knew him. He had just moved to Youngstown. He ran -and still runs, for that matter?a food market. Pie sold food to the people of Youngstown. and at the same time hc sold himself to the people -so thoroughly that they elected him Mayor. Not so many years ago he was pushing a wheelbarrow around the streets of New Cai tie, Pa., aud hawking potatoes. From potato peddler to Mayor?that s George Oles's story?part of ii at least. Sounds like the title of one of Horatio Alger's stories which used to till so many juvenile readers with the ambition to go out and i'o likev/iso. The meteoric rise of George Oles from po? tato vender io Mayor isn't so remarkable. Many men have risen to greater heights from more lowly beginnings. Lincoln split rails, only to become President. Thousands have triumphed over their environment. The astonishing element in Oles's election is not just the fact that he was once a potato peddler, but how he got himself elected. He is the first man ever to be elected Mayor on an independent ticket. Applied psychology finding thc universal human note. that touch which appeals to hu? man nature in everybody, and striking it through tiic medium of newspaper advertising ?that was what elected Oles. Oles really didn't start out to be Mayor of Youngstown. He began his campaign as ? joko. "I was hunting around for something sensa? tional for my advertisement one day," he says, "and since the campaign was foremost in everybody's mind, then I thought I'd say that I was going to run for Mayor?thought it would set people talking about Oles and his market." People had already been talking about both of them. Oles's advertisements constantly {.creamed about something that interested nearly everybody. Rolled-down f.tockings, boot leg liquor, his competitors' personal shortcom ings?there was always something in Oles's ad? vertisements for people to laugh over, some? thing which made them say. "Did you see Oles's advertisement to-day? About what he saw on the beach down in l/lorida. It's rich." It was the human touch?and not a matter of accident eithor. Oles was in business with a partner in New Castle, Pa., after he had made enough money peddling potatoes to buy an interest, and the partner says that often he had to rouse Oles from a .study of psy -imW icng after their 11>arket had clojjed and tell him it was time to go home. With a good business in New Castle, Oles decided to pull up stakes, come to Youngstown and try out his theories as to human advertising. His partner coulun't dissuade him, and soon Youngstown newspapers grow more interest? ing. "I studied Billy Sunday when hc was in New Castle," said Oles to an interviewer. "You know that man is a great psychologist. And I modeled my advertisements after his stuff. Brass band stuff, you know. I thought if he could sell religion that way I could sell bananas the same way. "And I did, too," he mused, after a pause. Well, Oles's announcement that he would run for Mayor worked better than he thought it would. Offers of support came in, and he decided to keep up the joke for a while. Of course, a candidate had to have a platform. and Oles worked out a platform which was all his own. lt was based on that human touch which had made his business a success. First of all, there was the streetcar ques? tion?every city has one. The man in tht street isn't much interested in the streetcar company's financial statement. There's noth? ing human in a column of figures. He knows he hasn't been getting service, and he knows that the fare is 'J* cents. And he's sore. So Oles's streetcar plank said: "Oles is going to put the streetcars off the streets and turn the streets over to the jit neys." It went big. Every one went around saying: "Did you see Oles's ad "to-day? He's going to throw out the streetcars and turn the streets over to the jitneys. Haw, haw, haw!" Then there is the twenty-year-old battle to have the Erie Railroad's grade crossings elimi nated from the down-town district. Purchases of land and various negotiations have dragged along over the years, as long as most people can remember, and the crossings are still there. "Oles is going to make the Erie eliminate the grade crossing cr he'll tear up their rails." A new property valuation had just been made and all values had been revised upward ?which, of course, wasn't exceedingly popu lar with the property owners. Anent this situation, Oles's platform promised that any one who paid taxes under the new valuation would be put in jail. School, 9:1)0 p. in. Friday, November 4th, Bclmo-.,t Avenue M. E. Cbiircb, . ...- ,.. -, Saturclav, Novembe' Ab, Anderson Auditorium, 8:00 p. ui. Mondayi.November 7th. Bookc-r T. Wnsbinston Scttlement, P:30 p ?UY YOUR WINTER POTATOES QUICK AT $3.85 A BAG DELIVERED Dwi't ?.mpirc our potato pri,e witli toref ?1 the ethers tli?t tro Etlllnf ?? urnU rf t?'tcM thit we l.?vt turned down for k-ii* scotji;- ??a freen. Wa ?r? sellioj: jou lh. Ust rij.*, imootli. Kcw Vork Sla'.e potitoei tlit ?r? t"be hid We are filling rur ??rf leute wilk lhc kame Vind of potatoej that ?r art teUinj. 1 fei-l aure thft Ihii ia thc lon prita cocj.ilr^Dg quality. Ilemtmljfr, J ! S' per Ing no d*.fferer.ot .lic.w many you bny lf you do aot want ibst oiiny, you cai kave a half h??*al basket -wall ull?.l foi OLES' BREAD. -DOUGKrrUTS AND PUMPKIN PIES ir.^ ?'.-.. .. ii ' !...-- ^- '. bakr.l pumpkin pir K.r the tmall price ot 20c. Our f<im...n doughnuta, no) better .n ll.e c.ly. for 20c a iloion. 'inr hot brci.l, .'..rcrt from lhc i.m, a full /' ouncc I"?f, :ir lu. OROCERY 8PECIALS FOR THIB WEEK S.ie.ir. b.i> nmoun. : c . want, p-r pound. flo I'umpkin, ''.rf ? i .,. 2 foi.^.-...35o l.ima Dean:., 3 pcundl lor...,.,..JJo' < :ri' 1! :'.^v. per po ind. .C0a ] ii s- [i, :; ).. ...????.....20e Soap, 1" i. .', N'aptha, 10 bara.Mo boap.., !'> t'?.'. .??? 3'f?rl"-? Silver Ear Bran.l larg- t-u:\,. .Slto Truu-vi, i.i-. 70 b'0. 2 poandi..2f?c l'rur,-v iire .'.?* tiO, per r">'-rd..-..,.--,.-..? Milk. Monan I. llraud, lall e?nj....-...-.-.?.10e iM.Ml.awn Specimens of Oles's "different" advertisements which first at tracted attention to him and did much to hring about his election And then there was that plank about spoon ing in the parks. Oles declared that under his administration lovers could spoon on every bench in the city, and the police, instead of moving them on, would be ordered to pro? tect them from annoyance. Then the whole police force was going- to be fired if it didn't obey orders to clean up the town. And the jiolitical bosses and their gangs were going to be cleaned out. And City Hall employees would have to work a full day or be fired. Finally, Oles's salary as Mayor would be turned over to the Comnmnity Corporation. which finances thirty different charities here. The human touch, all through?every plank an appeal to human i3ature. The offers of support grew in volume: he ?'" '" "m'.< ->r"' '"|V"r>.'>*''n' Jt titOV" T^4SSsSSf^*S** campaign got beyond a joke, and finally Oles grew serious himself and went in to win. Three months before election he moved in from his country home and established a legal resi? dence in a hotel apartment. From that time on tlie fur flew. Meetings were held in every fire station, every schoolhouse, every hall. Oles's advertisements were masterpieces of human appeal. Any one who reads them can? not doubt his ability to sell refrigerators to Esquimos or radiators in the Sahara. They iiit straight from the shoulder. People couldn't help reading them. They were all headed in the same manner? "Fulton Fruit and Meat Market" ? and at first glanco they looked like an honest-to goodness advertisement of the merchandise Oles sold, but they were more than tha*. They placed George L. Oles before the public Mrs. Oles and her children at Miami, Fla. Mr. Oles was able to pay the ex penses of his va cation with the proceeds of his election hets and at the same time cailed attention to his market. lf Oles were elected, so much the better. If he wasn't, at least every one iu Youngstown knew of the Fulton Fruit am. .Meat Market. "Stick to your convictions and do not bt led astray by ma^icious lies.'' IT.is is the heading of one ad which ap peared a few weeks befcre election, and went on to say: "lf you will stick to your convictions as you have them now. there is no doubt that you will have a new mayor of this city. They ;ire so scared that they are circulating a lot of malicious lies. No more than I expected. Just like a drowning man grasping a straw. I would not be surprised at anything they do. The only thing to remember is to pay no at? tention to lies. As far as I am concerned, it 5&2? >TOC E INGRATE IN ii VERY Sunday," said Francois Li vart, "we entertained at our table a very eccentric guest. His name

was Balandres. He was a college friend of my father. He had a gigantic nosc, bent like the prow of a ship and spotted all over with those little black points which the doctors call pinheads. His eyes were lyc colored, watery and doglike. His mouth was a cavern filled with yellow fangs. He wore clothes which were. carefully brushed but. thinncd to the nap. He took an unheard of pleasurc in de'vouring what Was set before him, nieanwhile tclling us fanlastic stories. "His life had been a long succession of fail ures. He attributed them all to bad luck. for he retained an invincible self-esteem and be? lieved himself caiiable of great enterprises? to such an extent (hat he was continuaily giv? ing advice to my father, who received it with ironical politeness. Balandres didn't notice the irony and kept on talking boastfnliy. We con sidered him a human derelict, good for nothing in particular. But we were accustomed to his presence and we took pleasurc in seeing his vast nostrils dilate as the dishes appeared. He cried out enthusiastically: " 'How good that smells! I love it!' "He ate with an incomparable appetite. To tell the truth, 1 believe that he went practical? ly without food the rest of the week. "The war came. T was cailed up in 1917 and performed my duty. A wound in my leg caused my discharge a few weeks before the armistice and brought me a croix de guerre ?a pure chance, for many of my comradeg deserved it more than I did. By J. H. ROSNY AINE Translatcd by William L. McPherson "Aly father hadn't. prospcred. A failing of memory, not alfccting his general health, handicapped him in his affairs. Hc made re grettable mistakes. In short, when i came back we faced a serious deficit in our ac? counts. "My father cheerfully put me iu charge. I was sorry to have to take up the burden. Busines-s didn't attract me. I believed that I was born for something more brilliant. ( went to work sulkily and let things run their course. "By October, 1919, the delicit had become a yawning abyss. The pilc of overdue notes made me understand al last Lhc hopelessness of our situation. It was a sinister revelation. I was used to comfort, and even luxury. Pov crty stalked before me like a beast of prey ready to devour me. Besides, my parents were threatened, and 1 loved them tenderly. "I remember one Sunday morning, when J was sitting miserably before a mass of bills and legal notices. For me, too, there was a paper crisis?but a crisis in stamped paper. lt is necessary to live through such hours to knoAv thatwretched documents of this sort can become as terrifying as the cataclysms of nature. ',4We are done for,' 1 murmured. 'Poor mother! Poor father!' "At that moment I heard in the ante-cham ber a voice at once nasal and cavernous 1 recognized Balandres. He was coming to breakfast. "We hadn't seen him for three years and only a few bri-f letters, without delails, had remin-Ied us of his existene'e. We didn't hida our misfortunes from him and he listened while he ate our very frugal nieal. "At dessert he said with a certain chilliness: " i will not conceal from you the fact that I have made some money. After I meet my tnxus there will be a good sum left. Suppose we examine your affairs together'." "We were al the stage at which we wouid liavo accepted anybody's advice. 1 showed Balandres our balance shcet. He studied my books and papers with an air of gravity, eveii of severity. Finally he said to me: "'Your situation is desperate.' " 'U is, alns!' I sighed. "You need at least 300,000 franes Lo pay your debts and as much more to get going again. That makes 000,000. That is about, what your business was worth when it was prosperous.' "He shook his head, thought again for a while. and said: "'Well, I will save you from bankrupLcv. r will buy your business out at that figure. And I will retain you at a salary of 12,000 franca a year.' "I thought of all the meals he had gobbled down for twenty-three years and found him anything but generous. My father considered him nn ingrate and my mother said that he was a monater. But. we had to accept his terms. We did so sorrowfully. * * * * 'ic "A year passed. I worked at first with resig? nation. Then, insensibly, I acquired a liking for my work and showed some capacity at it. That began to give mo a taste for business. After having stopped the leaks Balandres had ^ reorganized the concern. Our old house became once more solvent and stable. Unfortunately, CHAIR all the profits went to him-?which iilled us with bitterness. The new owner was rigorous. He made no allowances. He pointed out to me my slightest mistakes. Nothing of the old parasite survived in him except a passion for good food. which he satisfied in the best known restaurants. " 'He has no heart!' said my father. " 'He is a pirate!' groaned my mother. Things stood thus when, on December 31, 1920, Balandres sent for me. He was installed at. Lhe big desk where my father bad long rcigned. He had an air at once solemn and mystifying. " 'My boy,' he said, 'are you satisfied with your situation?' "T am not dissatisfied,' l answered, a little stiffly. "'It's been. hard, hasn't it? A good deal of work! Such is life. Take my case. For twen? ty years 1 had the roughest kind of sledding. You found me severe at times, didn't you?' "As 1 hesitated to answer he went on: " 'I know what you think, mj^ boy. But it was necessary. You bad too many bad habits. You would have become a bohemian. Now everything is all right. You'vc adjusted your self. You know bow to work. You're finding it to your taste. In Lhe bargain, you're getting a grip on the business. So it is time for you and your family to stop believing that I am a villain. It has never been my intention to be the sole master here. You have been my partner from the start. Here is your share oT the profits for the year 1920.' "He showed me some packages of banknotes and said, with a laugh: " 'I give you them on one condition. It is that, as before, I take breakfast every Sunday with you and your parents.' "His gourmand's face lighted up. His nos? trils dilated as if they had inhaled a delicious aroma. "'I can't eat anywhere else as well as in your house,' he explained.," does not worry me in Lhe least, but they small consideralion when they lie abou family. I feel sure they will make vot< me instead of them. Thanking you aga stick to your convictions, 1 remain, Your.s Lruly, GEORGE L. OLE Then a few lines further down: "BUY YOUR WINTER POTATOES $3.85 PER BAG "BUY YOUR SAUERKRAUT CABB AT 2 CENTS A POUND AND BRE> PIES AND DOUGHNUTS "Don't forget our famous hot, bread f< cents a loaf. Our large pumpkin pies, from the ovens continuoualy, f.-,r 20 , each. Our doughnuts aro superior to ai the. city, for the small price of 20 cei dozen." This was great stuff. [t, went might not meet with the approval rf paid copy writers and might even be refe to by them as "hot hokum." but it sold O merchandise, and it sold Oles to thr- '/. Youngstown. Tbe housew " . for bargains in potatoes or merkra about. Oles and became ntere . politician reading abou: Oles a ? . | \ his famous hot bread and, the i ance bought some. But Oles appealed to the v, en more than he did to the men. And here there entered another facto Oles's victory. His wife moved : too, with hor two pretty little da .. went headlong into the ca bus ba n d. M e e tings for w omei on ly w T(. ganized, with men rigidly excluded, and V Oles told the women about r.^r hwban business and home life, of how he had si ported his mother since he was sei ? * years old, of what a wonderful husband a father he was. Meanwhile Oles himself was appealing the men. Great crowds tumed out to be tertained?and Oles entertained them. never appeared till the crowd was there, ; then he would rush upon the stage with ai in air, shouting: "Here I am! Vote for Oles!" After that, he explained, the crowd * "with him." Then he would go over his p form, making it even more personal ar.d m human. "I've worked hard," he would say, "] saved some money, I have a family, a coun home, some poultry and a few cats and dc Let me tell you, gentlemen, don't get too rr. money. "If elected Mayor, Oles will clean un police. Now they work six hours a day i run around half the night burning up ga;o; that the taxpayers pay foi*. The Mayor s they're all right. If that's so. how does come that one was standing or. Central Squ in front of my market when robbers broke i my safe?" And the crowd. "with him" at the start, *. "for him" at the finish. Of course, it was the women who eled him. It was the women to whom Oles l persistently played from beginning to e: The women, Oles figured, are more hum than men, and a candidate with a human ca paign was bound to win them ovei*. In some wards more women registered tl men, and overwhelming majorities for Oles those wards showed which way they had vo: They gave Oles enough votes to beat out t Republican candidate. the present Mayor. mc-re than 500 baliots, and the Democrc candidate by more than 5.000. There Avere favoring eircumstances, course; even the appeal,to human nature h to have a little help to ca*ust- rhe biggest * litical upset. this city ever had. A Democra! administration had come under suspicion h years ago and had been ousted in favor of reform Republican. Last summer various i form officials were indicted for and one w convicted of bribery in connection with liqu law* violations. The voters believed they had been "throi down" by both the old line parties, and mai were ready to turn to a man without any *? litical connections, a man who conductedi own campaign, whhout organization, w :h? contributions, without. anything except h ability to find what human nature wants U to hammer. hammer unceasingly on tha: poaa The day after election Oles publiely offeM the post of Safety Director to a bank _*ashie; a Republican. The cashier flatly refused i Whereupon Oles, nothing daunted, took a ne1 tack and announced that he was going t Tlorida for a rest; that politics was adjourfi* until January 1, and that he wouldn't co" sider politics or appointments until hc cam back. Uo and his wife and the kiddies left forth South three days after the election. his wif taking along $140 worth of candy bought a a local store to keep thc children in sweet until they returned. A brass band a33d an automobile paraii' which took fifteen minutes to pass turned ou for a rousing farewell thc night they left. Ant thc next day betting eominissioners began ti check up and found that Oles by taking sl bets offered by his challengers had c!ea?w up enough to pay his campaign expenses/^ his trip to Florida. There were some very, very hard loscrs in that campaign. Supporters of thc present Mayor began circulating petitions to the ccttn asking that Oles's election be declared illega1, on the ground that in promising to give to*8 salary to charity he had offered a biibe W the poor. The Mayor issued a 2,000-WaHS-i***' ment saying that he personally would not ??? test, but citing numerous court decisions to uphold his eontention that Oles had disquali ried himself and was illegally elected. The petitions didn't get very far; in fad? they turned out to ba the most unpopul?r move that was ever made in Youngstown politics. Every politician soon found that the best way to dig his political grave watf *?; help contest Oles's election. In a day or t?0| they were all rushing into print with sign^ statements that they had nothing to do vtm the movement-?and the movement died. j Not that it worried Oles any. Interview* on the beach in Florida, the burden of aV song was: "Let 'em rave." _ , ^^JfcjjJj

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