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SAN LEANDRO IS
GARDEN OF EDEN
Merchants of Thriving City
Are Enjoying Record
REALTY WIZARD TO
BOOM SUBURB'S LAND
Man Who Built South Omaha
in a Day to Boost
Clifton E. Mas'r.e, builder of empires
and maker of millionaires. This is the
man, who, after 30 years of successful
promoting, has decided upon San Lean
dro as the "garden spot of the world,"
find the place where he will spend the
balance of his life.
Mayne is president of the Oakland
Investment company, with offices In the
Bacon building, Oakland. This is the
man who, 30 years ago, literally
dragged Omaha out of its lethargic and
almost bankrupt state and made it one
of the foremost commercial cities west
of the Missouri river; this is the man
who built South Omaha In one nlgbt,
thus giving it the appellate of the Magic
City; this Is the man who has settled
In our midst and has decided that he
will outdo any of his previous efforts,
using Oakland and San Leandro as the
base of his operations.
He has at present an option on many
acres of the richest and most fertile
land in Alameda county.
It Is Mayne's proud record that in
Ms dealings, which amount to more
than 8100,000,006, he has • never lost
a cent for any of his associates and
has made more than 50 millionaires.
ALWAYS PAID DEBTS
Althourh he has transformed deserts
into metropolitan cities, and at times
has been compelled to borrow millions
of dollars to carry through enterprises
of enormous magnitude, he has paid
back every cent, and in most cases
made the investor millions of dollars.
Although a little past middle age, he
Is still the "Live Wire" Mayne that the
writer used to read about 30 years ago.
Recently a Chicago publication offered
Mayne a large sum of money for the
exclusive right of publishing a history
of his life and a description of the
many enterprises that he has fathered.
He is a most entertaining and so
ciable gentleman to meet and to talk
to, but has always been adverse to see
ing his name in print. He is the man
that accomplishes things, and some of
these fine mornings the papers will be
full of one of the most gigantic real
estate deals that has ever taken place
in California, and the readers of this
article will then find out who this
"financial wizard" really is.
FRED SCHMIDT, FEED STORE MAN
W. F. Schmidt, or "Fred" Schmidt, as
he is affectionately called by his many
friends, started in the flour and feed
business 16 years ago and through fair
and honest upright dealing has built
up a business second to none in the
county. He is one of the town trus
tees and is one of the best known and
best liked men In San Leandro.
Schmidt has an up to date livery
stable in connection with his flour and
feed store and handles nearly all of the
livery business in and about San
LYNCH DRUG STORE
O. J. Lynch, veteran drug store man
in Masonic temple building, right on
car line, is one of the progressive and
leading business men of San Leandro.
Lynch believes in keeping abreast of
the times and his store Is fully equipped
with the latest up to the minute stock
obtainable, with prices as low as those
of San Francisco or Oakland.
THE FAMOUS ESTUDILLO
The Estudlllo, famous and historical
resort, has probably sheltered more
great men than any hostelry in Cali
fornia. Twenty years ago Prosper
Godchaux, the proprietor, gave what is
known as the "Bull Heads Breakfast"
to the old Iroquois club of California,
a democratic organization. ■ Godchaux
retains a photograph of those gathered
about the board at this notable ban
quet and a few of those present are
now among the leading statesmen of
the United States.
Godchaux erected the Estudil'.o 40
years ago and has spent thousands of
dollars each year since in Improve
ments and Increasing his stock and
beautifying his magnificent grounds.
Around the Estudillo are grown every
tree and shrub known to science.
Godchaux also raises his own mush
rooms and frog legs, and his stockroom
contains the rarest and oldest wines
to be found any place In the world.
The Estudillo has beautifully ap
pointed dining rooms, parlors and
sleeping rooms, and it has been said
that no place in California can guests
procure better service, better meals and
better sleeping accommodations than
in the Estudillo.
NOTE FOR AUTOISTS
In the thriving town of San Leandro
there is one of the finest and most
up to date garages in the state.
This garage is on the main San Jose
road at San Lorenzo avenue and Hep
burn street and is conducted by Mills
& Elliott, who have equipped their
place both for the comfort and conve
nience of the traveling motorist and
also for taking care of automobile
We find their prices in all things
to be the same as in the larger cities.
When in that locality you should give
them a call. .
**CASH STORE" JONES
"Cash Store" Jones is the man who
has demonstrated that square, honest
dealing: and up to date methods are
the principles of success. Jones, who
up to a few years ago was the fore
man in the Best Traction company's
works, decided to pnter the mercantile
field and took up groceries as his
By giving his customers the best at
the lowest price he has established a
business that is second to none in San
RECITAL IN GARDEN CITY
Outdoor League IV 111 Have Musical
SAX JOSE. Dec. 7.—A musical event
td which local society is looking for
ward with great interest is that to be
given under the auspices of the Out
floor Art league of this city at the home
of Mr. and Mrs. S. B. Hutikins on the
evening of Saturday, December 14,
when Mrs. Edwin N. Dapnam of New
York, a musician of rare culture and
accomplishment, will appear in a re
cital, with Arthur Iladley of San Fran
risco as cellist. The committee in
<harge of the affair is composed of
Mrs. E. C. Flagg, Mrs. W. S. Clayton.
Mrs. James H. Pierce. Mrs. Richard
Pierce, Mrs. Arthur Field, Mrs. O. A.
Hale, Miss Clarissc Hale. Mrs. Peter*
Dunne. Mrs. Joseph Ruckor. Mrs. Nich
olas Bowdcn. Mrs. Hugh Center. Mrs.
Mary Rhodes Barstow, Mrs. J. ,W.
Davy and Mrs. Moore,
What Part Has Advertising Played
In the Success of Our Business?
The hmnch house of Coldberg Borven & Co., at 1401 Haight street.
HARRY M. GOLDBERG
Of Goldberg, Bowen * Co.
This question was put to me by a
representative of the San Francisco
The Question is: "What Is advertis
ing?" First of all, advertising Is the
general impression created by a busi
ness or a professional man—doctor,
lawyer or dentist—it is his atmosphere.
A business organisation or a profes
sional man must have character. A
business organization, in order te ar
rive at success, must first diagnose Its
proposition. The merchandise must ap
peal to the class of trade the business
seeks to cater to, the service in the
way of delivery must be satisfactory
In every particular, the treatment by
employes must be courteous, and after
all these things are in their right
places the merchant must then call at
tention to what he has to offer, using
any of the standard mcdia —the daily
newspaper, circular letters, booklets
and other avenues of expression.
The success of our business has been
in the planting of the seed. Emerson
says in his "Essay on History" that
"the creation of a thousand forests is
in one acorn." Starting a business is
planting a seed. Then you must cul
tivate the ground in which you have
planted the seed. You have to treat
your men right and your women right;
you want their human aid, their as
sistance, their heart interest—you
make It an object for them to help
you—you explain that in helping you
they are helping themselves. You are
now spreading out—lnstead of having
two hands you have many. You
look around and analyze competition,
their goods and their service and the
appeal that they make to the public,
and you make your appeal as good as
the other merchants', and, If possible,
better, either by superior merchandise,
service, courteous treatment or acces
sibility of location.
You have then started on your
career, and you must cultivate your
little plant—you must not pay out all
the money that you earn yearly—you
must leave a surplus so as to grow,
remembering the adage that "a roll
ing stone gathers no moss." You must
take on a little weight each year; no
matter how little you add to your orig
inal capital, you must add something,
and eventually you will be big. That
is how our business started.
Mr. J. Goldberg and Mr. L. Leben
baum came down from the territories
In the early days. They purchased a
small business run by a man by the
name of Kronlng. Kroning was a Ger
man, a man of character; he had ideas;
he was of a saving disposition and
made considerable headway in his line.
After the earthquake of 1868 he de
cided that he was satisfied; that he had
enough to live on, and sold out to Mr.
J. Goldberg and Mr. L. Lebenbaum and
went to his fatherland to spend the
rest of his days. Here was the real
start of the present busines of Gold
berg, Bowen & Co. I
Mr. J. Goldberg interested several of
the younger element in the business
Canine Guards Sleep While Bur
glars Make Rich Haul in
PASADENA, Dec. 7.—Although the
premises were guarded by five dogs,
all of which were described as "par
ticularly vicious," thieves* entered the
residence of E. E. Hewlitt, a million
aire, last night and escaped with $4,800
worth of Jewelry and 8200 in cash. One
of the dogs was in the house, but his
slumbers were not disturbed by the
robbers, who looted the apartments in
which the members of the family elept
LOCAL FLORIST TO MARRY
Special Dispatch to Th* Call
REDDING, Dec 7.—Tho announce
ment was mads here today that Miss
Emma M. Jaegel, daughter of Mr. and
Mrs. Anton Jaegel of this city, will be
married In San Francisco early in
January to Joseph R. Jacques, mem
ber of a Kearny street floral firm. The
wedding will take place at the home
of the groom to be in Fell street. Miss
Jaegel is a young woman of fine mu
sical education and has traveled abroad
a good deal with her parents.
PABT PRESIDENTS' XIGHT—The past presi
dents of Stanford parlor No. 7U of the Native
Sons of the Golden West are to have • "past
president*' night" in the parlor's meeting
place oa the evening of Tuesday, December 17,
with a program of old and new time stunts,
cud then a supper.
How The Body Kills Germs.
Germs that get into the body arc kilted in two ways—by the white corpuscles
of the blood, and by a terwktlHmrsithtmmm that it in the blood. Just what this
substanoe is, we do not know. Tho blood of a healthy person always has some
germ-killing" substanoe in it to word off tho attack of disease. The fountain head
of life is the stomach. A man who has a weak and impaired stomach and who
does not properly digest his food will soon find that bis Mood has beoome weak
and impoverished, and that his whole body is improperly and insufficiently nour
ished. To pnt the body in healthy condition, to feed tho system oa rich, red blood
and throw out the poisons from tho body, nothing in the past forty years has
excelled Dr. Pieroe's Golden Medical Discovery, a pure
§ glyceric extrmot (without alcohol), of bloodroot, golden
seal end Oregon grape root, stone root, mandrake and
queen's root with black cherrybark.
" My husband wti a sufferer from stomach trouble and
impure blood," writes Mks. Jambs H. Mahtis, of Frank
fort, Ky. "at had a sore on his face that would form a
scab which would dry and drop off In about a month, then
another would Immediately form. It continued this way
for a long time. He tried every remedy that any one would
sua test but found no relief. Re then tried Dr. Pierces
Golden Medical Discovery which completely cured him. He
has staved cured now for two years, and I recommend this
valuable medicine for impurities of the blood."
Dr. Pierces Pleasant Pellets regulate and Invigorate
j. E. tfisTm. Sea. stomach, liver and bowels. Sugar-coated.- tiny granules.
THE SAN FRANCISCO CALL. SUNDAY, DECEMBER 8, 1912.
HOME OF GOLDBERG BOWEN & CO, 242 TO 254 SUTTER.
began to grow. Considerable money
was made each year, and some of it
laid aside in order to continue the
growth of the organization. Eventu
ally the competitors of this little con
cern began to take second place, and
Messrs. Goldberg and Lebenbaum pur
chased one after the other; it was a
case of the survival of the fittest—the
idea was right. Mr. Goldberg decided
that merchandise must be of the finest,
(service superior to any service offered,
the treatment accorded the customers
to be polite, painstaking and wholly
satisfying. The customers must be
pleased at any price, and then, back of
it all, half of the yearly earnings were
put aside to make the business grow,
and bo, from a small beginning with
FOR THE BALLOT
Office Oath Filed h$ Indian
Chief Whom Vote of
Women Helped Elect
Special Dispatch to The Call
I REDDING, Dec. 7.—County Pwecorder
Webb today received a document for
record, and he did not know what
to do with it It was the "oath of
office" taken by George Anderson Wes
ley, who was recently elected chief of
the Wintoon Indians, a tribe that cen
ters about the United States fishery at
Baird. The oath was properly sub
scribed to before a notary public at
Baird. Chief Wesley swears faith
fully to perform all the duties re
quired of a chief and to enforce all
the laws that promote the welfare of
the Wintoons. In addition he swears to
uphold the constitution of the United
States. The document was recorded
In the miscellaneous records.
Wesley was elected chief to succeed
Chief Alexander, who died a few
months ago. Every woman of the
tribe voted, for they insisted that they
had as good a right to vote as the
wujte women of California.
The Win toons were once a power
ful tribe, but their numbers have been
greatly reduced sinco they came in
touch with civilization.
MOTHERS* CLUB FESTIVAL — Tho Mother*'
club of the Bryant Cosmopolitan school will
hold a meeting in the auditorium of the school
building on next Thursday for the purpose of
arranging a Christmas festiral for the chil
Store at California and Divisadere.
of Goldberg, Bowen & Co. gradually
attained to its present solid financial
condition, and the same principles that
USE YOUR CASH
And You Save 30 to 50% Here
In Buying Furniture, Carpets, Rugs, Stoves, Etc.
Installment haying Is costly— When yon bay on installments When yon bny for cash the
jff^x__ r , hi nllaV the P oorest kin<l °* business you pay an awful price for the goods are yours and you are
T""i"" W economy. others' bad debts. independent.
■ 11l I gt% /*\ ¥*& That ' s Smith's Cash
|IW r^(r JJ 3*%,**% Price for This
tO *\J?%J Enamel Bed
■j /ft if:',' r > ,-v S !«a all mKm Any lnStallment house will charge you $10 or $12,
tLrm\ ' ''i'/T'f ""ff" 'I! l! HP ff P , ?( I .
K'T" ' iftiM !* With Cash at the factories we
fcsJfll'' 11 M fei Übs a» get the loweBt prlces and
" ijp ■" every discount
■»*. IHI AOC Royal Rest Chair
— — — — ~ „» ,-»*.■■ L -=5 4 I with foot rest that conceals itself un
# m V%TB^T^a£3| ■ B M ■ der seat. Fumed oak, Lowell Leather
/-VUprCCIcILCtI Ur 4j v v
JL JL \i~ 5M ▼ ■ OTHER ROYAL CHAIRS AXD
Ihe people of San rrancisco have shown a decided 1 !*■__ rockers, $n it.
interest in the new Way. of buying for Cash. \|g Large llae of genuine leather Ea»y
tt • • * Cnalra at low prices.
liundreds who visited us during the week were •&*». "31H55^ ,,, * iHtrk r\r\r\ r\r\r\
amazed at the Low Prices here as compared with fc__]jJfth $2 OOOaOOO
the Installment House prices. "fl J WPY
We have certainly struck a popular chord in sell- Irl^^ml^* 31 * C&i*
ing for Cash at a saving of 30to 50 per cent. 1 That much money is wasted in San
No matter how much or how little you are going I Francisco annually by those who pay
to buy you ought to investigate SMITH'S NEW BIUJ. lj|| the high prices of the installment
L 'l , ill &m^& DON'T BUY FURNITURE
BVDut of town trade given special attention. —lir7iiT°l UNTIL YOU KNOW WHAT
Freight prepaid within 100 miles of San Francisco. KjJ SMITH'S PRICE IS.
■-■ We now show a large line of Framed Pictures, all low priced.
holipay + oniiitl v f* r\ Means
-J as LJ 11 M i I We pay the lowest
The most acceptable •" ssw w w wmimW sm w sn» am am am W ren t of any big store
thing is furniture. TUP UAixr «f\i? t #-\\»r in the city -
The Smith quality at *Ht HOME OF LOW PRICES ' Tt has a wonderful
the Smith price is sure mWKm m -L_ s> i i * • -* -*. , mtt .. . effect in lowering
""""* 1121-127 Golden Gate Aye. at Jones, One Block off Market [»*-; "
f were responsible for the growth of the
business obtain today.
In Conclusion, you must agree In this,
that If you have something worthy, you
have to advertise it if you wish re
public to know the qualities you p -
sess. you can not expect the* to kno
unless you tell them, or get others to
do so for you. That Is why the power
of advertising is as great as it is today.
If you are a doctor, you are advertised
through your patients; a lawyer is
adventised by the way he handles his
cases. The merchant is not only adver
tised by his satisfied customers, but he
must also advertise his different virtues
in the public press and through other
media, co as to encourage people to
give him a chance to demonstrate that
he speaks the truth.
Right ideas pay; right principles pay;
advertising pays, providing that you
advertise the truth. There might*be
temporary setbacks; you might run
against competitors who advertise and
don't "make good" what they say In
their advertisements, but truth will win
out, and truth needs backbone behind
it. "Never say die!"
Peter the Great of Russia, when he
lost a battle, did not consider It a final
defeat In the loss of the battle. He
analysed the reason why he was de
feated, and while his opponent was sat
isfied that he had defeated Peter the
Great, not so Peter; he'd come back
again to the attack, this time knowing
why he was defeated before and not
making the same mistake twice. That's
why they called him "The Great."
"Work out a good system and then
stick to It. Know where you're going
and then go! As Roosevelt said, 'The
shots that count are the shots that hit."
Any business will win out; it Is only
a question of work, intelligent work;
you can take out only as much as you
put In; put in hard work of the right
kind and you are bound to succeed. The
big merchant is the man who has
learned the lesson that he can not do it
all himself —he must duplicate himself
and transmit his Ideas and energy to
others. You can not stand still in
business—you must either go forward
or backward—there is no neutral posi
tion. You have to be game and back
your ideas with your money. If you
have something worthy to offer, tell
the public so by the written and spo
ken word —let them know where you
are, what you have to sell and how you
will treat them. It is a hard job
sometimes, and it costs money to ad
vertise, but everything worth having
WHITE HOPES OE
Seven Oaklanders Needed
for Job, Though, Ac
cording to Reports
With their eyes beautifully draped
in deep mourning and other visible
signs of battle on their battered
visages, Private Albert J. Morse, known
In the army as the "sure enough" one
round whirlwind, and John J. Ferrell.
his oompanion and mate in the hos
pital corps, walked into the
hospital yesterday morning. Silence
greeted their belated appearance. The
officer of the day sternly looked them
"Where have you replicas of calf's
liver been all night?"
"We have been In a scrap In Oak
land, and later in the Oakland jail as
the guests of the city," responded
"I thought you had something of a
reputation as a 'white hope,"" said the
"We can't lick every tough, even In
Oakland. We put seven of 'em to
sleep, and then the 'bulla' pinched us for
the safety of the town."
"Go on up and get your bruises
dressed. Paint those eyes with some
other color than black, and then report
♦ me." said the officer, while the en-
Ire hospital staff smiled and won
dered just what had really happened
to the seven Qaklanders.
Captain Orin Wolfe, who has been in
the quartermaster department at
division headquarters, yesterday was
transferred to the Sixteenth infantry
at the Presidio for duty.
* # #
Captain George McD. Weeks, assist
ant to the chief quartermaster at
division headquarters, was assigned to
duty with the Sixteenth infantry yes
Captain William M. Connell has been
relieved as officer In charge of the
school for bakers and cooks at the
Presidio and ordered to duty with the
Fifth cavalry, now in the Hawaiian
* * *■
Captain Sheen, quartermaster corps
at Alcatras island, is assigned to duty
with the Thirteenth company, coast j
artillery corps, at Fort MUey.
* * #
Captain Malm Craig, First cavalry,
and Lieutenant H. Gieger, coast artil
lery corps, registered at army head-
1 Believing that the publicicanibest j
! 6e served by satisfied and contented
' employees, The Emporium wtfl,this t
| year, close at o'clock upJo and J
v "including Christmas Eve. I
Tightness of the Stomach Caused by
indigested Food Stopped With a
Stuart's Dyspepsia Tablet
When you feel as If your stomach
was being tightly choked—when the
pain is intense and you break out in
a cold and clammy perspiration and
there is a lump in your throat and you
are weak and nauseated —all you ne« 1
Is a Stuart's Dyspepsia Tablet to clear
away the wreckage of undigested food
left in the stomach and intestines and
restore you to your normal self affain.
And this can all be accomplished with
in a few moments.
You May Have Often Envied the Hearty
Katerf Why -Not Emulate Him?
Thousands of people have learned so
well how sure and dependable Stuart's
Dyspepsia Tablets are for all stomach
ills that they now eat anything thjg
want without fear of distress. Tl *y
are never without a package at hotne
and at the office, and vpon any indica
tion that the stomach is a little weary,
they take a Stuart's Tablet after each
meal for a few days until the digestive
organs get rested up again.
This is a splendid plan to follow and
always results In much good. The •
appetite is improved, the food is rel
ished more, your sleep Is more refresh,
ing, and your disposition will make
you friends instead of enemies.
For Indigestion, Sour Stomach. Belch
ing. Gas, Coated Tongue, Intestinal
Indigestion, and all Stomach Disorders
and Pains —or for loss of appetite—•
Stuart's Dyspepsia Tablets are invalu
Use them freely—they are as harm
less as sugar would be —and are not
to be classed as "medicine." They have
no effect whatever on the system sx
cept the benefits they bring you
through the proper digestion of your
All Drug stores sell Stuart's Dyspep
sia Tablets. The price is 50 cents per
■» ■ ■'~ ~ ,!■■ ,'«..<?* ' 'A,,,! 858