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WEI)NES 1) AY . J A MARY 2t, 19 17.
ASSERISCARHAS EARNER SLOGAN 'Most Bt-.iuiiful in America Kits I’aiK**.*’ Says 11. M. Jewett “1 11 admit th* l’.«iK' is a stunning looking car,'' remarked :» well known motorist th* o*h**r day lit tin president *f th* I’algi- h' t’nli Motor Tar company, llurry M .l*w*-ti • hum hi- found .it tin- automobile ► how, • tntt really now, Mr .'rweit. aren't you Just a bit arrogant, a lit tin bit boa at ful. in flatly uruioun* ins your n* w niodrlt a.** tin* moat beautl ul car In America*’* “Jus* what do you meau?" asked \J r .In w oil. ' aid lb* motorist. “you night »\p«ct a manufacturer of tar- Itt Ihr $ .*Mt or ?'*.""»i , i ( , adopt nicb a -logan H* must pm an **x r« v bau'y rt fln**m-nt. luxury and all ib.it sort of thing into his i at If In* I* ii> g* t h> with his price Itui ’h* I’aig** is in a much lower pi i< * vlasi**.” “Slog *n . Mr .1* w tt replied. ar** | o' .fiiral Lmd*. t»r, rath*r, th**> J t oiu* from various sources. Sint*-! tin.* .- 'h< tn.inuiactur* t il*'lil■••rand' nianufa* lur* hi Hogan an 1 then bop* ht »'.u w ill tiv. *ip to ft 'I h» (*n.**rl«ntb»U' on* will r*g«id it .i» n iri»'al to live up t«, a *r,oal to r* ai n. and IliU- It b< nunc: an Inn’ll tivr to great r thtnr** Hut w h 11• -onn slogan* am i u.**, oilier* .*r*' thrust upon us. •Tilt moat b* tutiful rxr In America* i not a pin a * conjured up In our advertising •*. sale* departments It wi presented to u* h> th#* public. W* hat* b* * n impressed with th* f,i* ' that I’aig* owners hi v e so de ,-u *• *1 mjr •ar Ihr phra * was firr* n* b* i*• r* *• * »v*r a*b*ptrd fr •H* w cam* to th** conclusion thai if p**op',4» w* re .ailing fin* I’ai?* ‘The r."**' b* uMiful ir tn \menca.’ it wa no br» a* h <u mod* ty sot u* to i * * Th** pu *llr made tin -logan/ We bad n< ’hing n* <lo mlth it NELSO-N STUDIO IS FIRST AID TO At TO PUBLICITY nnr of :hr problem* confronting ih* advertiser i« now* to secure th** gri at* *t amount of publicity Tb**r«* •*■« n a gm.i’ evolution In adver tiding in the last decade, and now ti i- merged with c »lc* min« Mp. Mo tor car taanufartur* rs spend mil lion* tn Irtting thr public know about thrir new model* They were umeng th* first to embrace thr mo tion pirtu'r as a means of arrouip lishlng th s. To g**t Into the film what the nuk * r« desire t*> Impress upon th«* pub lie to eliminate all was* sir* and fin illy to a.** -* ruble ,** filn of *uc h merit Hat the moving picture bouses ar n glad o run It ».* an edu rational feature, i what M N Nel ion has a rompliahed Th** Nelson st*idlo. No 7't Woodward ave . not only is equipped for till.® purpose hut th** operator® are expe-t^ 1 hence the Nelson film* rank ro* thr t **wf **t any in ne industrial field Motor ra** maker* who have used the N**l on srfvr. * pronounce it IdejH for their puraos* and have volunteered vfr. N’elsen flattering testimonials of loults Th* V-Non -tudlo also produces nlmat**d moving plrfu •*•■.-.. th*®e •lr.au lugs don** by ittisi** >n tl»e d*»- partmenl even showing lh<* work of a ph*f»n or other no* hatu.-m when In operation. fleued Advice What hould I do if a *nan r.i3 tn* a liar? t nb*> t* n I* depends on how in « man h* is and how hie n lur be rail* you’ Automobile Insurance That Really PROTECTS Kegardless of the price you pay for automobile insurance its worth is commensurate only with the amount of protection it really affords. At critical moments many car owners have found that insurance purchased at high rates did not fully protect. The accidents retorted in any daily paper should convince you that driving a car without adequate pro tection is foolhardy. Your name may ap|x*ar in tomorrow’s paper! We offer you absolute protection, and at most rea sonable rates. v Compare our rates and service before insuring. MORLEY & COLEMAN \utomobilo Insurance Specialists HI 1 fnion Trust Hldg. Phones Heads Successful Automobile Concern 1 r^n f « \ W. FORD, Hr i* president of the Saxon Mo tor <’?ir corporation, one of the eon* ► pinions -iicr* sse*- in the aiitomo bll* field BODY MAKING SEPARATE ART Detroit Firm. Which Builds .'tTo.OOO Annually, Meets Makers’ Needs I rom .10 to r.o p* r rent of the price of a utorcr ewi i* represented by its bodv .at relative amount of ini* pormner*. pa!esm*-n ay. is a.-corded tbr bed. b the pr .-pec ivr huy«-r. Hv lar 'he largest of the fco*l> man it.** »ur* rs ttic larrest in th** worbl is the Kl'her l*o«lv • orpora lion which inain'a n I t tnalor plants m l»etr«)t and another group in Walken ill* . (>nt In th* »* plants ihr Fish**r Porly < **i por.it i**n employ,« nn*re than 6,000 t*i* ti and produei approvimatrlv •»i,'*.ooo iiuto'tiohile bodic.® annually. I h** cuh u.atn.n **f sire, sea, the httHinm*n' of ricidl'y, the ellruln* Hon of .®qu*aks, rtittlrs an*i other i not*-* « ar** problems which Fisher . 1 1 • >1 > . >rp« ration entin**ers licve ]‘c.:\*.i r :ctentifl( m*ans. Tr.vrn !ti**n® t*> puuiTote rmrvfort and con vent* tv* are add*d yearly The *ju* » for >n< r#a*ed beauty and gra e i Y «.utlipp i* une aMbg. The tir t * tuple f*d chrtssls of any new rnr lcl is ont to the bo*ly b*nld * r’s plan* V. her* a sample body is . nit up tr.iin d* tgns. by hand labor V* ben t i -uly has been accepted bv *h<* rh i.* .*■ is manufacturer, dies amt jg a built and produ« tlon en terrd up*.n, with a prearranged schedule of dates of delivery. The Kt-*h*r Body corporation has m* rale' departputit and no tradi tion < It **ll- n*» bodiet at rrlall. . ut r mti.ii*iy annually for th** ►al** lo' ils onr|r* produ* tin adv.inc* It ha.* ne ■ « xl.ibit**d at an aut**n:*ibile *h*ri tbn n< national th w has eve ** n hrl*| a* w*hi<*h its pr<*<loet wrn* not display* and in tb*> spaces o xupie.l by the badiug manufacturers whop* it lias supplied f**r many years \t th** Iwtrnlt she w, tuch exhibit' .nil he vein n lit* spaces »h*>r < 1 aimers. Hudson, ('.uilllac. chand ler. Maxwell an I Bm k are repre i • ct* and. Preliminary xfrH |icwb**rrv lhay fell me is this little poem food enough to pub lish ' rotinfry E!dltnr (to bookkeeper) .lim' si* * If Mn*. next*berry's sub* -rriptl* n i® paid up' Ji I ■ Jt £ Tlie Hudson ( oavertible Sedan A Itn# .i*mt*b <*f » l»«.l» lipr r»|il.!li «r<i’.irlnK (rni>r*l xofU. I t«|* i« ■(« ionur.i. Aitiii i» (Jr-fiiilAr« *t |M*wiliiui gn I g,, jjh • •••lira ralw.l, Ihr l>«.|jr m (horo.iK*.l • wratttrrpronf. In |<lrH«;mt «rMhrr. »«*br. ttrr r.tallv l>>wrrrit »n*l rrmoicd, IrMving the s'dr** ei*cu miU free trom all wl>«tr«u tiuun. «> -n ■— / ■' P uft The Ford Se*l*n A tKore«*htr high o*l*l"r h...|r irMrli, thr**ieh •mall. in. tn.lra nil lhr **** nnuU „f il;if*hUity, ti'ilrln*«< anil •**mi.l l«.lr I *ir «.«.* In lit. end w*lr nml ***■> !• .ii.hr.l tn »*rr l nn.t frit, S«*hm »rr ih.*.«-forr iMihrlrw, ln»«h in p.wOinn nn«| • lira lowerrii. The Hulrk Se*lnn A *t«*inrli, gnw *-fnl hn.l* «l*h .unntmrr pitlnrg •mi a.lJ'i.tAidr, .ll.MpprHrlng iloor mill aldr »tn d«w Mt.hr* Thr a* it *i I ir> i.ntnrwn *r«|. whl*h, whrn not in u*r, »rr romplrtrljr •*i»rl.m.*.l In the htrl,* us thr front »r»t* trr . lmr«. trrl.tlr of l Uher ihnij Corpora l io a Uraigu «u.i **urwinonitup. 8 ■ n ii > a wwww y /jy \ The Cadillae T.lnu*nslne In mntrrlixl*. workman*hl|> ami .Iralgn the hlrhrat namplr of the hod» huildrr'a art In »«l« . thr mo«t popular limoualae «*B the trarkrt 'lhr rnilrr body, ,n< lu.llitg thr roof, t* of nluminam. I phol*trry I* of tlir flnr.t un i mo»t dttrahl* fnt.rlf*. xinrtv of thr har lomrr anil man* of thr n*r« hanirsi frnturr* or** at**o lutrlr riHuaiir Thr r'»r « ompartuicnt la rquipi*rd with dte •pprarUig wuiUlao «rut*. Vrl rs eon f o The Ford Poupalef •r the n»r nf liighlr *prrl.*i|lrr.| tnorhlnerT—marb of It ilevrltmrd t>* t!ir I ..lirr 11..*..r t orporatton an.l h.r lafgr-qtinnt >lr pmdiK-tion tnrtliotla, this an. ill hodv haa t*rrn glii n n .Irgrrr of .pialitir (•thrrn iaa min'talnnM. 1*..0r »n«li. • urr h. ' . «1.-- apprarlng »>id S.lJll.tit.|r 'lhr lop las Idlng. Thr rntirr l«,«l.r t« wlttioiit ruttlr or oqiirnk—a qualli/ cUaroclcriatlc of the 1 i*ucr-huilt proUurt. —— The ChsufUsr Convertible stvlnn Built on eoa»entlnm»l linen, and <le»i*nrd with roomy arrnminodatlnnn for nevrn i>«..<-n|rri, thin body Inrlutlen .otery itWf«Mn ilrlnil in make It rnnipletely rontrrtlhlr tin t«|> In ntotlonorr. The (lane nonhen of nlden nn>l doom nee adjimtahla null disapproving Side pillar* ore demountable. IMIIIIM ill' , I r l’ |7 ,l r| . ri | Kg IM-iLLIi—L-wdL KC-, Tbs Msvwell CWnTerflhle Se«lan A light, grnrefnl body, with odjontohle, dlnappear nnihen In doom mil niil-• w Indnwa, and «le mnuntoliln otde-plllar*. AfromnimUllonn are pro vided for flie pan»en*ern The rnn»erflhlo featoro make* thin h«*di Ihomnchly adaptnblo to both win. tot nnd lunntr ten let. 4 11 f ‘ ■ '* I ■PBHBPBBfc* re'. !■ m mr"* In j iiuy w m .v. ' The CstlllUr Victoria A rlono-ronpled body for four pnurntrri, In whir It • niotlonary top I* rnmbined with adjustable, din appearing gln-n nanlien In doom and nlden. I tie nlde-plllarn. ei|tilpprd with I l«her llody f'orpnr atlna built nn< krt-hlnge* are eanlly HeinntudaMe and At nnilgly Into a padded rnmparlmrnl under the rear neat, time limiting all ttie parts ne|f. rontalned —a t|Uallly nbared l>y every other lUher body. DETROIT TIMES mm The Cadillac l.an<lau|p( A hodr In w hich • eimple threw-pin hin|r enable* the rear eec tlnn of the roof to be o|>cnc>l or cloaed h« one person. Thli con - atmellna permit» a Joint that U » alert If hi. and eliminate* tha need of the imatchtl? robber roof rover, roaventlonallv need. The top I* folding In other detail* tb>* bod y |* a (Inpllmte of the eicluaita iwuoudna which la al»o *b»*a on thla pas*. An Ancient Art— A Modern Industry Royalty once rode in a coach. Such a coach represented many years of work and experience by a master builder whose craft has been dignified for centuries as an art. But Royalty—and Success —now ride in motor cars. And the service performed by the coach builder has become the heritage of the manufacturer of automobile bodies. Demand has multiplied the product a thousand fold, yet the occupation has remained an art —an art in which excellence is attained only by the supreme skill of hand, eye and brain. To retain all the advantages of the veteran coach builder’s loving handiwork, and to reproduce it faithfully in every detail, from modem materials and by modem, labor-saving machinery, is—and always has been —the dominant purpose of the Fisher Body Corporation. lishei Bodies have certain characteristics best known to the great army which daily rides in them. The v have been built to the limits of the most skilled Twentieth Century) coach builder's ideals of comfort and beauty. Their durability has been proved fully equal to that of the chassis for which each was designed. Even after long service . they have re mained free from rattle or squeak . These qualities are exemplified to the highest degree in Fisher Body Corporation closed and convertible bodies, several of which are illus trated on this page. An Industrial Alliance The Fisher Body Corporation has no sales department and accepts no orders for individual bodies. Its entire output is sold in advance to a certain group of leading motor car manufacturers. Tisher Bodij Corporation Detroit - Michigan lal^ The (’halniers Convertible Sedan Tbl* body differ* from the onr rational all araaon rnovertibla t.*pw In the design of It* front. The wlndahleld la tilled an I ltd anpporta are arranged to pre»ent a nilr.Unnm of obatroelioa ta tha ilrlrar’a tUlon in either direction. The door* jive acre** to tha rear •rati from either *lde In line* and general detail thla body I* a < tiara, lerlatle re*ull *>f co-operation between the automobile manufacturer aud tha flatter Body Corporation. This group has remained virtually unchanged for many years ah though, as these years have passed, each of these manufacturers ha* tremendously expanded his opera tions. The Fisher Body Corporation ha* kept pace with this expansion until it now employs more than 6,000 men. in plants containing more than 2,000.000 square feet of floor space and producing more than 375,000 bodies yearly. Fisher Bodies—* All of Them Fisher bodies—open and closed are built for cars which sell at a wide range of price. The bodies differ correspondingly in size, weight and elaborateness of ap pointment. Yet the Fisher Body Corporation has built into each of these bodies the same broad, char acteristic qualities of merit for which its product has become noted throughout the automobile industry. PAGE 3