The Times Standard from Eureka, California • Page 19

HUMBOLDT STANDARD Tuesday. Nov. 5 p. 2 IKIHii of our advertising is done in the TIMES and STANDARD. Dollar for dollar it's our best business building investment" Jack Morton one of a series of features about successful local businessmen JACK MORTON --of Hornbrooks The young man above represents the second generation of family ownership and management of Hornbrooks Shoes.

While Hornbrooks is a sort ofan institution in the Eureka retail field it wasn't always so. In fact the early days of Hornbrooks was a sort of touch-and-go affair. Ralph Hornbrook had to sell his car and liquidate his assets into cash to start his struggling company way back in 1921. The hot merchandise in shoes at that time were Congress shoes and gaiters; footwear was traditionally heavy, built for endurance rather than style. But Ralph Hornbrook had a from the Brown Shoe Company whose experts helped him set up stock, arrange his store and help pilot his bookkeeping.

Hornbrook advertised in The Ilumboldt Times and worked long and hard to keep his shop a going concern. He succeeded. Specializing in medium-tc-belter priced shoes for the entire family. Ralph Hornbrook's shop was eventually regarded as the family shoe store. Mama and papa and all the children made semi-annual forays to get shod at Hornbrooks.

Hornbrooks was a highly successful shoe store when World War II came but i the war came shoe rationing, shortage of help and hundreds of other problems. Those were exhausting years to Ralph Hornbrook and when his daughter was wooed and won by a handsome Marine dive bomber pilot, Ralph Hornbrook looked forward to the day when this personable young man could shoulder some of the firm's responsibility. That day came in 1945, Just four months after Jack Morton was invited to take an active part in Hornbrooks operations. Ralph retired to his mountain home in Willow Creek. Meanwhile Hornbrooks had acquired and sold shoes stores in Ukiah and Fullerton.

In 1951 a store was opened in Arcata. Jack Morton now was partner-manager of Hornbrooks quite a change from dive-bombing Jap installations in the Munda. Bouganville and Rabaul campaigns. He made the transition with ease and finesse. Jack helped step up the stocks in style shoes, studied retailing and became a true-blue shoe man, filling Ralph Hornbrook's shoes admirably.

In 1952 Hornbrooks was remodeled and modernized and a mezzanine was added, Between the two stores eight people are employed to handle the expanding shoe trade. Long gone were the gaiters and button shoes of M21 instead were smartly fashioned oxfords, open-toe styles and other modern footwear. Today Jack Morton emphasizes that the modern shoe salesman is an important nan in your life. He concerns himself with the fit of your shoes; makes positive your new footwear will give comfort and even wear. Shoes are now manufactured to precise size tolerances and no customer need ever tolerate shoes that are even a little mis-fit.

Correct shoe fit, Morton reminds, has a tremendous effect on your health and happiness. It's a far cry from the days when a customer was offered shoes "in about size 7." Brand name shoes offered by Hornbrooks are the famous Buster Browns for children; Roblee Pedwins for men, and Air Step, Life Strid? and Tweedie for women. Morton comments that the trend in footwear has been toward light weight, flexible shoes in a variety of colors and textures in both men's and women's styles. Today's shoe customer a trim shoe that fits to perfection, it is smart-looking and wears longer than ever before. In anyone's budget, shoes are a lot of value for their cost.

Most -nodem people keep a full selection of different styles of shoes to provide for the correct shoe for the occasion and allowing for plenty of changes. Jack and Mrs. Morton and their 7-year old daughter live at 1620 Gates street. Both the Mortons are active gardeners, Mrs. Morton specializes in growing Iris and Fuschia, but also lends a hand in doing bookkeeping and accounting for the Korn- brook stores.

Jack is a Rotarian. a Mason and an Elk; he's active in community affairs has earned recognition as a sound businessman. The Hornbrooks store is the west coast's oldest Brown Company franchised store itill under the same ownership. Eureka businessmen estimate that if Hornbrook! doesn't sell the most shoes of store irt town they're a mighty close second. The shoe store that was started on a shoestring has come a long way.

FOR ADVERTISING THAT "MEANS BUSINESS" dial 2-1711 A TIMES and STANDARD advertising man will give yen complete information at no obligation. ornbrooks is a store that was almost started on a shoestring. Today it is recognized as a leading shoe store in N. W. California.

Here Jack Morton tells how this success was built: "No other type of advertising can replace or approach the coverage we get with The Times and Standard. Year in and year out of our advertising dollar is invested in this medium with good results. It pays to advertise and newspaper advertising pays best of anything." NOTICE TO TAXPAYERS Public notice hereby given one-half tanea on real personal pioperty will dm and payable on Tuesday, November 1st, and dulinqnent on Monday, December IZth, next thereafter, at five o'clock V. M. Unlew paid prior thereto, will be added to the amount, thereof.

That the remaining ooe- half or taxes will be payable on and after February 1, and will delinquent on April 10th next thereafter at five o'clock f.P. M. Unless paid prior thereto, will be added to the amount thereof. All may oe paid at the lirr.e the first installment, as herein provided, is due and payable. All taxed on the lecurcd roll are payable at the Tax Col- Laxtor's office, located on the pound floor of the Commercial Fourth and afreets, Eureka.

Please mail cheeks or money orden and save waiting In line to pay at office. Duplicate tax statements of the amounts due been mailed to all taxpayer! where iddreas la known. The office will be kept open during the noon hour until after December lith, the delinquent daU. WALLACE MARTIN, Tax.Collector of Humbddt County. Dated: November 1, 1159.

j. 1.1, 10, it, IT, (S) here are some of the that "mean business" to Hornbrooks COMMUNITY D1STJUCT NOTIOB IS HEREBY OCVKH that etted propouU or puMiclr opened, examined and dtcUnd, on No- cmbtr itH, UM hour 1:09 o'clock p. At Hit retulir place ot ot ot Hum- Bold Community Scrvkca IXttrfrt, Cut- Itit School. CaUfar- nU. for tollowlna: Furn lib ill teoti, toulo- and trmnrporUUon aiMl ixthum alk rk both la the ihte and In in accordance with plane and tlona for the iMtaltlnc et one turbine pump, control equipment, wlriea and an equipment, all ae more pejrtlculaily In the thcrtfor, rovrt br UM Board Dtrvclon of DUtrtct Xevember 1MI, and flic In el UM ftetitlaij of Mid Mr lei.

Said or bUi Kurt ea- cToaed in envetopaa "Humbotdt Community Dta- trkt, P. O. Box JOT. CitlfomU." nd endonedl "Propoeal--Deep Wtll Pump." for MM to done the contractor thall mMM by laid DUlrlct to the contractor en Itemized catlmatM duly certified and approved by the DUtrtct fodmer and the Board ot Diracton, bated en labor and miteriilc performtd ind furnished by the contractor and Incorporated mto work during the month, but uld Dlitrtct retain If. ef oi each tuab accumulation of ul4 amount to retained from aald pravreeatvi pimmtti will be paid to Mid contractor thirty tlve days after the completion aneV acceptance Hid.

work by Mid DttrlcL nttnccr and the Board of All or ihall to accompanied bx a ta the order of lha IMilrkt, amountlnM to of the bid, or by a bond aotounl nd paykble to ald Olitricl. by the bidder and. a corporate turtty or by blddar and two aunttea ahall before any officer conveHant to admJnltUr In douMe aaht amount, and over and above all atatu- tory exemptloni. Said Cheek tlult be forfeilad or MM bond thall payable to Mid District, In the 111 rider drpoilllnc the Mine tfoea not, rifhin ten 110) diji written no- lice Lhat tht contract hai bean awarded him. tnltr into a contract with the DJiirict, fatlhfut performance ol which snail be aacured by an Enr In 1ia amount of M'v of the amount bid, wllh juretka Mtlafactory to ihe Mid Board of and vhkk shall accompanied by a labor an4 material bond In a mm equal the imrtunt of Mid bid, under the provbloni of Till DLvliLon Chapter of the Government N'otlcr Is hartby riven that on Xavem- ber 1ft.

1HI, the Mid Board ol Dtractori idosted Ita resolution diterxnlnlnar the prevalllnr of per diem In tbe locality in whkh the public work herein provided it to dona for each crart or type tt workman needed to cxcciili the ccnlract, a copy of whkh acato li contained In and made a pirt of Ihe for Mid work, to which reference li hereby for a full and detailed description The Diitrlcl rhe ol rtjecllni: any and all hldi or la waive any er bi any bid or In Plana and may be obtained the 0(1 oi Dean ft- mm, ConjuKir.K TniLneer, O. Box Palo Aho. California. Dated; November 10. 1M3.

MARTHA Seerrtary ol Board wt NO No. irm 1 FOR PKOVINQ WFLL In the Superior Court of the lUle of California, In and for County of llumboldt. In Malttr ot the of EMEU A K. WALTERS. li hereby iLven that Friday, Ihi lllh day of November, A.

IMS. at the hour of ten o'clock A. if, at Mtd day, at the Cnurt Room Dept. 1 of Court, at the Cfturtbeusr. City cf En Caajnty of HumboLdl, of California, appointed time and for ptovinJT will of Mid KMZL1A R.

WALTERS, derteitd, and for hear- Inc the appikallon of MARTHA A. WAL.TZKS for the latuance bar o( Teslimentarr wheel and person Interested may apocar tmd contest tha Mme. Dated Kovimber IMS MOORX, JJL, Clerk. By JOAH LmTJUOHOf. DrpJly CEeck.

MORRISON MORR1SOX. Artomrys Frtltioner. tbra IT ft) No. I2TXI Dept. Ne.

1 xoncK or rmr movixa WILL the Superior Court of California, In and for the County f.i Humboidt. Tn -Matter of of OKOROC TMOV.AS UeMAUOHTON, Deceaeed. Notke if hereby BtTen thai Friday, (he Itth day of A. Itii, the hour of ten o'clock A. of Mid day, of Dept.

Ko. 1 of said Court, at Cily of EurrVa, tita Ceunty of HumbAtdt, State Calfonla, have been an4 ptaea for provfna- ihe will ef Mid GKOHGr THOMAS MtNAUOHTON, j. and (or hearing appEkttlen of CATHERINE FI.T.tN MASSIf. as. MRS.

VLSCX UASACI, for IS iiiuanca to her ef iMImt mer.tary when anal anr xrmn mtecMted may appear and Dated 3. PRED J. MtXHtt, JK. OrV. Hr JOAM Deputy C-rrk.

TALK It TALK. Attorney foe (B.