Oakland Tribune from Oakland, California • Page 12

2 mm ilBm Hmiwinr. iiiim'M'I'Swiiii iiiiiiiiniiiiiii in iiiimmiiiiiiniii'm' OAKLAND, CALIFORNIA, APRIL 9, 1933 I DRAPERIES TD MODEL HOME OPENS HflFlVFRTIRING INDICES OF EASTBAY PROGRESS FLEET 0 FEATURE ALL-STEEL CABS OFFICES HEHE Yellow Cab Company of Alameda County Announces Rates for Eastbay Luminous Drapes Are Shown For First Time in Bancroft Garden House Larger Quarters Selected By Firm to Care for Growing Business Needt 1 i WAN HAS FIRM MOVES mm HOME A model home, In which the new To meet the demands of an expanding business, the Oakland offices of the Pacific Advertising Staff will move tomorrow from Picturing the Eastbay as being basically one of the soundest munities in the country, J. A. Baldi, vice-president of the Yellow Cab ADVERTISING fit in I miiim r- In' 1i i i inn mwmtf Jt-nui I 'i tMiiwiiiMM.iaiiimw in i wmi nmiiimrnrriiriTiini- nw-i iswn the Richfield Oil Building to the Equitable Building at 414 Thirteenth Street. The new location, consisting of a suite of offices, will afford about 6 0 0 square feet of space.

The quar-t have been specially de signed to meet the ERIC DANDY. needs of the agency's service which includes advertising and sales counsel, as well as the preparation ot all types of advertising, according to Eric F. Dandy, manager. With offices in Oakland, San Francisco and Los Angeles, this firm has had a healthy growth in the past two years, and officials report a promising outlook for the coming months. Eric Dandy, account executive and manager of the Oakland office, has been engaged in the advertising agency field In the Eastbay fo the past ten years.

Miss Helen Augsburg has had ten years' experience in the advertising of foodg and other products. The public relations field of the agency is undef the supervision of Roy C. Beck-man, experienced newspaper man and formerly publicity director of the Oakland Chamber of Commerce. "Need of more space to transact our increasing volume of business has made the move necessary," Dandy said. gwWtyasssBsssssSMSir.iswW Evidencing the growth and progress of the Eastbay ii (upper view) a glimpse of the new, up-to-date fleet of cabt now being operated here by the Yellow Cab Company of Alameda County.

The purchase of the new cabs represents an investment of $100,000. The lower picture is of a unit of a large order for mining machinery, which has just been filled for the account of the Crucero Mining Company of Colombia, South America, by the Straub Manufacturing Company of Oakland. The view shows some of the completed machinery, before being disassembled for shipment. The Straub Company specializes in the design and manufacture of lightweight, knock-down equipment, which can be transported into places difficult of access. This home is open for inspection today at 85 1 Bancroft Avenue, corner of Glen Drive, in San Leandro.

C. F. Lodge is the builder. Luminous window draperies, the major lighting units for the living and dining rooms, are a novelty shown for the first time. (.

Company of Alameda County, yesterday declared that the "upturn from hard times should be felt earliest in this community." It if because the executives of hls company unanimously hold this belief, he said, that the concern rec ently added $100,000 to its already large investment here. The funds went to purchase a fleet of new model cabs. Baldi said: "That the company decided on the purchase in these times is a tribute to the fundamental soundness of this community as well as another expression of the company's desire to make its service as convenient and as dependable as possible. "Effective yesterday, new, low, summer rates went into effect on Yellow Cabs. "The new model, stream-lined cabs re heavier, more spacious and more comfortable than older models and are particularly note-worthy for their safety features.

Both the extra weight of the all-steel bodies, and the hydraulic brakes to control the weight are added features to help Yellow Cab drivers improve their safety record, already outstanding. "With added comfort and smarter appearance go new summer rates made possible by the elimination of waiting time charges. The clock In 'the meter will no longer tick and the fare, instead of being based on, both the length of the trip and the time consumed will, hereafter, be based only on the distance travelled. "No matter how many traffic signals delay the Journey, the fare Is no greater than when the trip Is Uninterrupted. See the Charles 1 F.

Lodge Home IN "BANCROFT GARDENS A TYPICAL EXAMPLE OF THE MANY FINE HOMES PLANNED FOR THIS TRACT. CLOSE TO TRAINS, SCHOOLS AND STORES. INTELLIGENT RESTRICTIONS WHITE-POLLARD FRED T. WOOD, Inc. (J 640 Bancroft Avenue Phont SIT ttttvood 3100 DISPLAY HItlliND IDE OPENED TODAY MACHINERY New Manager of Building Named Here The management of the Equitable Building announces the appointment of Fred Billings as building manager, effective April 1.

Billings was formerly with the building and service department of the Tribune Tower. In his new position he will have charge of the renting, leasing and operation of the Equitable Building, just recently purchased by the tquitable Life insurance Company of California as their home office. BE NEW AUCTION Announcement has been made by Harry M. Berger, dealer in furniture and fixtures, that he will re-enter the auction business. "We are mak ing this new departure only to move our steadl 1 growing stock, but also to present a new policy of r-c a i s-ing," Berger said.

Berger orgi a 1 1 started in business in Oakland oc- IIARRY HKRtirR. cupying a small store on Seventh Street. The business has since grown to its present dimensions, the main store at Twelfth nnd Brush Streets containing approximately 50,000 square feet of floor space. A branch store at Sixteenth and San Pablo, and a warehouse, have recently been added to provide for business expansion. BUY CALIFORNIA FRUIT The California Fruit Growers' Exchange reports that a total of 633 cities in United States and Canada purchased its products in carload lots during the 1931-32 season.

luminous window drapes are shown for the first time. Is open to visitors today at 851 Bancroft Avenue in Bancroft Gardens. This is the latest subdivision of the Wh' e. Pollard, Fred T. Wood Company, In San Leandro.

The innovation in draperies dif fuses a soft light about the rooms, said to be similar to sunlight and to supply sufficient light to render any other major electrical unit un necessary. The Home Drapery Shop, originators and Installers of the drapery system points out that this is the first complete change in home lighting methods in many years. i Different degrees of light inten sity may be obtained by the selec tion of the valance material, it is stated. Plain or decorative parch ment, filigreed metals In many de signs, and translucent textiles may be used. The decorations may be custom-made to conform to the general decorative theme or style period, and thus will be individual for every home.

The Bancroft Avenue home was built by C. F. Lodge, and Is of Spanish architecture in white stucco, buff tile, "antiqued" woodwork and white brick. "We have endeavored to build an outstanding small home," states Lodge, "one that is not only attractive, but also modern in its convenience and arrangement. The low brick patio walls at the front and rear are typically Spanish, and create a desired privacy.

The graceful multi-arched front entrance gives a friendly wel come to the cool interior. A Span ish balcony, sheltered by overhanging cherry trees, strikes the keynote of romance. "The large living and dining rooms with their beautifully draped windows and indirect drapery lighting, are a decided novelty, and well worth inspection. The bedrooms and tiled bath are elevated above the spacious double garage, a large concrete storage room and the laundry room. The heating plant is a California warm air system installed by Merritt and McNally, bonded to give entire satisfaction.

The' kitchen is replete with "built-in cabinets. and was especially designed for this home. The Installation was made by the Paramount Builtin Fixture Company. The linoleum of the kitchen and breakfast room, of a marble pattern, is cemented over felt. A black star insert is introduced for novelty In the breakfast room, the workmanship of the Linoleum Studio.

Other sub-contracting firms whose work is particularly commended are Wm. J. Souza, plumbing; A. F. Burnsen, painter and decorator; and the B.

P. Floor Company." The home is reached by way of Dutton Avenue to Bancroft Avenue, thence two blocks east to the corner of Glen Drive. It will be open evenings as well as during the day. Brewery Firm Here Employs More Men Announcement Is made by William Lang, president of Pioneer Beverages, that owing to the advent of the new beer brew, the company has doubled its number of employees, and that a large program of expansion has been formulated. The plant and offices of the company are located at Tenth and Webster streets, Oakland.

The company has also doubled Its truck equipment, and now operates a fleet of 20 trucks. Ten carloads of bottles have been ordered from the Hazel Atlas Glass and an order for 10,000 beer cases was placed with the Mercantile Box Factory division of the Pacific Box Corporation! Pioneer Beverages, are bottlers and distributors for the Rainier Brewing Company of San Francisco. They are agents in Alameda and Contra Costa counties for Schlitz company of Milwaukee, as well as distributors for Canada Dry Ginger Ale and Sprinkling Water. The concern also bottles and manufactures a wide range of soft drinks and syrups. the World -but SERVING "OAKLAND FIRST" PIEDMONT DISPLAY HOME Now Furnished! The latest ideal in home building and decoration You will see them worked out in this new home furnished by George Bean Co.

Come to Upper Piedmont Estates Piedmont's finest home section and see the completely furnished home now open on Marlborough Court. DIRKCTIONS: Drive up Mandann Roulfvnrrl nn1 t'roc kcr Avenue to Hampton Roail. tlierire dirprtly over Hampton Road Into UPPER PIEDMONT ESTATES MITCHELL AUSTIN, Exclusive Agents 498 Lake Park Ave. GL encourt 4874 The Straub Manufacturing Company, Fifth and Chestnut Streets, Oakland, reports the completion of a large order for mining machinery for the Crucero Mining Company, in the Interior of Colombia, South America. The shipment, which leaves by boat today, approximates $85,000 in' value, and has required putting on day and night crews to complete the consignment in time for the sailing date, according to John R.

Kueneman, manager of the local concern. Kueneman states: "The shipment Is for a large English company, which Is Interested in the development of foreign gold mining properties. It aggregates 125 tons in weight, though no single piece exceeds 400 pounds. Everything is of special 'knock-down' construction, to facilitate transportation. The Crucero property is situated 245 miles from Bueneventura on the coast, 200 of which are covered by rail, and 45 by a narrow, winding trail which can only be traversed by mule or on foot.

The difficulties of transportation are augmented by an 8000-foot climb, and by the almost continuous drenching rains. Bulky packages can only be transported by natives. The entire shipment was fabricated within thirty days. "The plant consists of a 250 horsepower water wheel, with a direct belt drive to the rock crushers, 'Rib-cone' ball mills and classifiers. An electric generator will supply current for lighting and domestic purposes.

The final stage of gold recovery is accomplished by dry-plate amalgamation of free gold, followed by flotation and regrind-ing of the concentrates to minus 200 mesh. The concentrates are then thickened and again amalgamated CHIEF CHICAGO, April 8 The appointment of Dudley H. Mudge as advertising manager of Ltbby, McNeill St Libby was announced here by E. u. McDougall, presld will assume his new duties at once, taking over complete direction of all Libby advertising II 1 ft ii- i i world.

At the time of his appointment, was an account rep- n. ii. mldoe. resentative with J. Walter Thompson Company with whom he had been associated in their Chicago offices since 1927.

During that time, he specialized in food advertising and merchandising in connection with the Libby ac count and others, and it was under his direction that such outstanding campaigns as the "center slice" story for Libby's pineapple were developed. During the last year, he was closely identified with the development of the advertising and merchandising program for the Pineapple Producers Cooperative Association. Previous to his agency association, Mudge had been active In the retail advertising field, which he entered almost immediately after his graduation from Yale University in 1917. He was for some time associated with A. Q.

Spalding Bros, as merchandising manager of their retail stores. CALIFORNIA OLIVES Most of the olives and much of the olive oil used In the United States come from California in fact practically all of the ripe olives come from for the state Is the true home of the canned or bottled ripe olive. In many Mediterranean countries ripe olives are dried like Irs or dates and used a staple article of food, but it was California initiative and experimentation that produced the canned ripe olive as we know it today. HOlliday 2427 MADE AND HUNG FREE FOR GOOD PLUMBING Col! Wm. J.

Souza K.uniracuns Kruatrs NAMED TTiffiT Ann txt a rr FOR INDIRECT LIGHTING Sketches prepared for individual homes, hj competent interior decorators. Period designs with antique or modern effects. This innovation in home lighting gives a subdued sunlight effect at any time. Inspect the installs-" tion in the Lodge home at Bancroft and Glen Drive in Bancroft Gardens, San Leandro. HOME DRAPERY SHOP The beautiful Spanish home on display in Upper Piedmont Estates is opened today completely furnished, according to announcement of Mitchell Austin.

The firm states: "With better times In prospect people are again thinking about fine furniture, "particularly in view of the awakened interest in new home building. A great many people today are planning to take advantage of low building costs and build homes for themselves, now that the general business outlook is so much improved. "This attractive display home is the only one of its kind now on display in this vicinity. A few years ago large homes, furnished for pub-, lie inspection, were common but for the past two years practictlly no such homes have been displayed. "We believe people will be more interested now than ever to see the latest developments In home furnishing and interior decorating.

The house, built by J. W. Scammell, Is complete in construction, appointments and special features as a home could be. All the rooms are large and airy with an abundance of sunlight. The lot is perfectly level, with a large walled garden at the rear.

The furniture Is being installed by George Bean Company, who are also draping the windows of the house. "The house is open to visitors for the first time today, and will be open every afternoon next week. "Directons for reaching the house are given as follows: From Piedmont drive over Hampton Road into Upper Piedmont Estates. Arrows on the roads there direct visitors to the house which is on Marlbo-ough Court. From Oakland drive up Mandana Avenue and Crocker Avenue to Hampton Road and thence to Upper Piedmont Estates." WW California Gas Furnaces Ctblnpt.

floor hd bsfmcnt types, to tult the requirement of ny home, office or Industrial plum. All ImUHatlnns Bonded to Insure Satisfaction Merritt McNally .1013 HOI'MINS ST. Aydmer WWrWrtWVlrW 0 2 3 2 I A. F. BURNSEN i Painter Decorator i 9514 Burr Street 5 TR Inlrlnrt B.

P. FLOOR CO. Hardwood Floors 1818 St. Charles Street A I. aincda 2164W LINOLEUM STUDIO Specializing in Linoleum Floor and Wall Coverings-Cove nnd Base Work.

Shades, Rods Fixtures 2061 Webster St. GLieneourt 7400 3643 Grand Ave. CURTAINS, DRAPERIES, TNews! News! LOW Summer Cab now iri Ride three times VSy We take as far on 'flag'. the tick out of by the barrel process. "The supplies other than the milling machinery include a complete assay office, blacksmith and machine shop equipment, air compressor and rock drills and power sharpeners.

"The smaller tools and instruments are of either stainless steel or are gold-plated to resist the moisture. For the heavier equipment, only high grade, light weight alloys of various kinds were used, so that the largest assembled machine weighs about 21,000 pounds, against the customary 30 tons." SERVING AN INVITATION You are invited to inspect the novel model home at 851 Bancroft Avenue, corner of Glen Drive, San Leandro, TODAY OPEN DAILY AND EVENINGS the meter clock I a Y- Here are cab rates that make a car of your own a luxury. Ride a FULL mile for the 25 cent first charge slightly higher than the old but it carries you three titrfes as far' (If five ride and the trip is short, that is a nickel apiece.) No charge for extra passengers. Make up parties and split the cost- When several ride, it is frequently less than street car or bus fare Another summer rate charge for traffic delays is cut out. Pay for the distance travelled only, no longer for the time consumed.

We've stopped the clock and taken the tick out of the Again Yellow Cab pioneers tobring you better, cheaper transportation! C. F. LODGE SON Builders of Distinctive Homes 749 Collier Drive San Leandro TR inidad 42 IS BETTER CONSTRUCTION MATERIALS AND PRICE MBS RIDE YELLOWS AND SAVE! For 30 yean the Slraub Mlg Co. has been serving the industries of the East Bav building special machinery and repairing existing equipment. At the same time world-wide reputation hat been attained builders of mining machinery Through purchase o( Straub-built equipment every portion of the globe has aided in the growth and prosperity of Oakland Thr aervicei at our will tquippd foundry maehim thop mnd wldtnf shop are at your dUpont.

VWVWrWWWWVWVm and Beautiful Kitchen consult PARAMOUNT BUILT-IN FIXTURE CO. Kitchen Store Cabinet! Fixluret 1807 E. 1 2th Street ANdovar 7142 WJ Chttttmit SI. jjjjj ltf C0 Oakland El5ILjl California iHlgate IMA- 5 1421' 45th Avenue 5 5 ANdover 1092 WWrWVWVWWWWVwA.