WHEN GENTLEMEN AGREE

To hind a bargain with a friendly glass ing contribution to good living that no is an age-old gesture of good fellowship. other brew ever has matched its record To fill the glass with BUDWEISER is to — the biggest-selling bottled beer in his- choose what generations of good fellows, tory. Order by the case for your home. with an eye toward the best in life, have regarded as the very finest incentive to companionship and well-being. BUDWEISER has made suchanoutstand- Budweiser KING OF BOTTLED BEER

ANIIEUSER B U S C II • SAINT LOUIS M anagers Find Liquor Sales Now Running Smoothly

IQUOR BUSINESS is settling down to opinion the club that enjoys a high a good steady routine for most of the class rating makes a mistake when it has L clubs, although several problems still one drop of low quality liquor in its stock. continue. One of these problems is the mat- At some clubs where the managers' expe- ter of prices. The clubs are in the diffi- rience allows, a feature is being made of cult position of being part bar and part wine service with dinners. A strong point* home. Members who do not complain is made of the manager's personal selection about the usual bar prices for individual of the wine cellar stocks. As yet there has drinks protest when the club margin of been no especially large sale of wines at profit is added to pints and quarts. Some any of the clubs GOLFDOM's staff has in- of the managers are revising their bottle- vestigated. The managers believe that the goods prices downward, saying that the wine consumption is bound to increase. profit on ginger ale and mineral water is However, the American taste, so managers such that they can afford to operate on a state, has been for beer and hard liquor, fairly narrow profit when full bottles are with gin running popular during the hot- sold. test part of the season. Another angle that is worrying some Repeal has been a godsend to managers managers is the women's demand for for a reason that is not connected with mixed drinks, requiring expert services of their operating profits. The managers say a bartender who has more mixing to do that the loud, offensive and conspicuous than he can handle during the rush hours drunk of prohibition times has ceased to of ladies' days. The great growth of wom- exist. He—or she—always the worst nuis- en's golf activity during the prohibition ance with which the managers had to con- period brought to the managers a repeal tend. Nowadays clubs are again inclined difficulty that has them pretty well baf- to enforce the rules concerning expulsion fled. However, some of them are working of drunk and disorderly characters, but it out on a platform of fancy drinks, su- these don't seem to be candidates for this perbly mixed and handled, so the women punishment. have another reason for boasting of their Clubs are not yet ready to decide just club and its service. how strong a part repeal has played in the Trouble managers have been having in club financial and membership condi- connection with higher prices for full bot- tions. Some clubs that do not handle beer tles is getting less, according to some man- or liquor due to high license fees or state agers as the taste of the members develops legislation are in the best financial shape in favor of the superior brands. they have enjoyed for years. In this con- nection the managers who attribute to re- Quality Is Club Policy peal much credit for improved club posi- A prominent mid-western manager says tions say that in eastern metropolitan dis- that he has handled the complaints about tricts where prohibition never amounted to bottled goods prices at the club as com- much, the clubs are not showing the come- pared with mine-run saloon prices by em- back that is seen from Pittsburgh west phasizing the club policy of buying only when prohibition, with the exception of the the best grades of liquor. locker giant gin bottles, was fairly well He points out to his members that there in force. still is plenty of vile liquor available, some Obviously in many territories the club of which is as bad as the bootleg liquor of restaurant business on evening meals has prohibition days. He asks the members increased at the expense of the road-house whether they want to continue burning out revenue. Prior to repeal a fair amount of their tripe with the terrible concoctions of club member business went to the bootleg- the prohibition era or if they want to drink ging roadhouses. This too may be caused the beverages he has selected for them by some factor other than repeal. At the from the best the market provides. In his Columbus (O.) CC where no hard liquors Here is a ball thousands will tie to—because

You, as a professional, know how every player tries for distance. No matter what you tell him, he loves it and de- mands it. But that is only half the story. He demands durability at the same time. Wilson lias developed a new cover stock which it uses on the new FLAG-HI ball. A cover stock so thin that the player has no difficulty in get- ting into the ball, giving him extra dis- tance . . . and so tough that he will get many times the service out of it that he does from regular cover stock balls. FLAG-ITI is being extensively adver- tised to the public. It is one of the greatest golf ball developments since the Haskell replaced the old "gutty.'' Everywhere it has been sold it has pulled strong repeat business. You will be well repaid by stocking it. Dimple or mesh 75c each. $9.00 per dozen. •

ROUND-UP—a thin, touch cover hall built at a popular price. It has all of the qualifica- FLAG-I1I tions of FLAG-HI except the liquid center. It is the greatest 50c worth of golf ball you can buy. Dimple or mesh 50c each. $6.00 per dozen. IDiiwn IpOLF equipment Thin-cover allows greater No excess of cover stock yardage of rubber winding kills distance by insulating By this mark you shall know to foe placed on the ball, the blow of the club from thereby increasing distance fine golf equipment possibilities. heart of the ball. t WILSON-WESTERN SPORTING GOODS CO., Chicago, New York and Other Leading Cities 24 GOLFDOM WHAT THE GOLF FANS ABOUT THESE

PAUL RUNYAN Champion Winner Augusta National

OLIN DUTRA U. S. Open Champion

HARRY COOPER WIFFY COX Western Often Champion Texas Open Champion DON'T KNOW FIVE FAMOUS PROS

LIN DUTRA, U. S. Open Champion, And every one of them has learned that O Horton Smith, Winner Augusta there's money in playing Spalding Equip- National, , Metropolitan ment and in selling Spalding Equipment. Open Champion, Harry Cooper, Western They push Spalding Rob't T. Jones, Jr. Open Champion, Wiffy Cox, Texas Open Clubs and Spalding Balls because of their Champion — any golfer recognizes these salability and quick turnover. They have gentlemen (all members of Spalding's Ad- learned that it is not the kind of merchan- visory Committee) — as past masters in the dise that leads to overgrown inventories. art of getting around a golf course in the It's fast-selling and it's profitable! least number of strokes. And if you want to know why they play But what the public doesn't know—and Jones Clubs and the Spalding Ball, just what a lot of other Professionals don't know take a look at their records! —is that these men also are mighty cagey Yes, they're smart lads. And they offer business men! Every one of them has given an inspiring example to other smart Pros. convincing proof that a golf club is an Write for information on how Spalding effective tool for digging gold. can help you make this your best season.

GOLF EQUIPMENT are handled and none can be served in the Open at Peoria and in the same event dining room, Manager E. A. Hart says the confessed that for the first food business has practically doubled over time in his tournament career he thought 1933. At the Westmoreland CC (Chicago he would be unable to complete his round. district) where no liquor is handled by the Play at courses was reduced during the club, there has been an increase in every heat wave which brought course tempera- department this year. Tom Ream, man- tures up well over the hundred mark. ager at Westmoreland, predicts that despite Rain fell to interrupt the heat wave tem- the absence of liquor at the club, West- porarily and although the drought was moreland will have the best year it ever broken the downfalls were not entirely experienced. Its membership of 350 is filled pleasant for greenkeepers as conditions and there is a waiting list. were ideal for development of serious fun- At , Walter T. Adams, manager gus disease attacks. Running on scanty of the far-famed Detroit GC credits bar budgets, the greenkeepers in many in- sales with considerable benefit to club stances did not have adequate supplies of finances in the district but says that it fungus preventive material on hand and appears to him that the improvement in now are having miseries. general conditions plays the important part in golf club financial revival. This opinion is shared by Russell Miller, manager of Wasn't Warned; Wins Medinah CC (Chicago district). Medinah's business is running about 250% ahead of $10,000 for Injury last year in volume of sales and about TEVE POVANDA, former caddie of Lin- 350% better in net profit in all depart- S hart, Pa., was awarded $10,000 in a ments. A decided increase in membership $50,000 suit against Marion T. Powers of has enabled the competent young Miller to Forest Hills, N. Y., by Supreme Court make this vast betterment but he says that Justice Edgar J. Lauer, a golfer. undeniably repeal has made people more Povanda suffered loss of memory from inclined to re-join golf clubs. being struck on the head by a ball hit by The season was late in the east, but Powers when Powers was one of seven when it did get going bar sales were quite men playing together on the Churchill large, according to the observation made Valley course (Pittsburgh district), July by J. S. Shaw, supt. of the CC. 27, 1932. • An interesting detail of bar business Justice Lauer ruled that Powers' caddie noted at many eastern clubs has been the calling "fore" did not relieve Powers from growing preference of women for ale. Man- giving warning himself to the six players agers haven't been able to figure out the and seven ahead of him. The reason to the complete satisfaction but court ruled that playing a sevensome was guess that it is because the British sports- not an act of negligence. In determining women's ale thirst has reached across the Powers' negligence, Justice Lauer ruled: Atlantic with some effect. "He (Powers) should have looked about before addressing the ball and should have given warning to any person reason- Willie Hoare Heat Victim at ably within the range of danger. The Illinois Open fact that his (Powers') own caddie 'hol- lered fore' at the time the ball was struck ILLIE HOARE, veteran pro dept. man- does not condone the defendant's negli- Wager for Wilson-Western, with head- gence. Povanda was not the defendant's quarters at Chicago, was victim of heat own caddie and he was not guilty of con- prostration playing in the Illinois Open at tributory negligence as asserted by Mr. Springfield (111.) CC June 26. Powers." Stricken by heat while playing in the tournament as an accommodation to a player who lacked a partner, Hoare was |N the southern half of the U. S., the taken to a Springfield hospital. He re- ' usual golf course turf is composed of turned to his home in Chicago June 29. Bermuda or carpet grass. This does very Blistering, soggy heat from the middle well during the summer months but be- of June on has burned golfers, golf courses comes dormant during the winter. Green- and the golf business. keepers supplement it with sowings of was seriously affected during the Western bluegrass and redtop during this period. JULY, 1934 27 Help your cadtlies earn 'and learn in The National Caddie Sales Tournament conducted by the makers of the

GLOLITE t?lam el\ Is LIGHTER

DEGINNING in July thou- Lighter is the amazingly simple sands of alert, ambitious, and reliable storm-proof lighter active caddies will compete in that extensive national adver- the Glolite Midget Flameless tising and energetic merchan- Lighter sales tournament under dising by leading retailers the strict supervision of first- The U. S. Open has been made the largest selling Champion Says: lighter. class business-man pros and The first time X saw your new, flameless caddie-masters. cigarette lighter I was at the National Open Each caddie participating in where I saw Walter this sales tournament receives The campaign has been care- Hagen using it, so I got myself one, which 25c for each Glolite MidgeJ he fully planned after consultation I have used constant- ly since then. sells. The pro or caddie- with pros, caddie-masters and Next to his clubs, club officials. The caddies are GLOLITE is the most master who supervises the sales useful article a golfer work of his club's caddies re- not to solicit members on or off can carry. Wind or rain has no effect on cieves a direct and substantial the course without permission its action and one does not have to litter return for his co-operation in of the pro or caddie-master. up the course with burnt matches. proportion to the number of Very truly yours, The Glolite Midget Flameless Glolites sold.

Each Glolite »old »cores 1 point in the national and club contests. National prizes are:

FIRST PRIZE—1934 PLYMOUTH SPORT ROADSTER SECOND PRIZE—Month trip with Olin THIRD PRIZE—Eight-day World's Fair trip. Dutra and Walter Hagen on their ex- FOURTH PRIZE—Matched set of Walter hibition tour. Hagen irons. FIFTH PRIZE—Ivar Johnson bicycle. PRIZES EVERY CADDIE CAN WIN ARE: 10 points—Autographed picture of Olin Dutra 50 points—Autographed golf ball by Olin Dutra 100 points—$5.00 in cash. Frizes are awarded monthly. Tremendous interest among club officials, business men, professionals, caddie-masters and, of course, among the caddies—has been aroused in the Glolite National Caddie Sales Tournament. Your good youngsters deserve your interest and assistance in this campaign. are three reasons why it's advisable that you write promptly for complete details of this Glolite Caddie Sales Tournament— 1—The encouragement you want to give your good caddies 2—The satisfactory service of Glolite IJghters to your members 3—The profit you make for very simple and adequate supervision of your caddies' efforts in this campaign. Write at once for pro and caddie-master complete details of the Glolite National Caddie Sales Tournament; it's the great new idea in merchandising service to members! THE PltOGHESS COMPANY 1 EAST 4ilrd STREET NEW YORK CITY National Distributors to the Golf Trad«'—Wilson-Western Sporting Goods Co., 2037 Powell Ave., Chicago, 111., and all branch offices. PICKED UP IN THE ROUGH By HERB GRAFFIS

M ELEN HICKS turning "business woman Helen: "No one seems to care about the golfer" was June's headline news in hundreds of thousands of girls and young the golf business. You will note that women who work and still want to play Helen didn't identify herself as a pro golf week-ends. I don't think they would when she divorced herself from amateur play any slower than many men and they standing to go to work for Wilson-Western. certainly want to get into the game, but Her reluctance to term herself a pro instead of being invited, their attendance was deliberate and exhibited a delicate is discouraged." diplomacy that will help Helen do very • * * well for herself and her employers. QNE OF HICKS' first jobs is that of de- "I don't know enough about golf to call signing women's clubs that will bring myself a pro, as I believe the term golf in the ideas she has picked up in conversa- pro should be used. I do know women's tions with many women players and dis- golf from the woman's angle and am con- cussions with pro club-makers. fident that I am qualified to be a mission- The extensive publicity given the Hicks ary for pros to women golfers and to de- switch to the business-woman golfer class velop for the pros an even greater appre- certainly is going to be a factor in in- ciation of their services by women golf- fluencing other prominent women ama- ers." The Hicks girl made that statement teurs to forsake their amateur standing. to sports writers in Chicago as a begin- It is no secret that several of the well- ning to remarks she delivered on her pos- known amateurs have been under a severe sible status as the trail-blazer for many financial strain in maintaining their ama- women golf instructors. teur rating and would give attentive hear- Helen further commented on the quick ings to offers of work as developers of possibility of there being a flock of women the women's market. golf instructors by calling attention to the • * • fact that she developed her own game by A CHAMPION'S lot is not an easy one playing with men and by receiving instruc- ** as the big Dutra boy Olin is learning. tion from competent men instructors. Latter part of June Olin's manager, Jack She jested with the reporters and re- Truss, cancelled dates for a week of the marked that she figured she already had Dutra-Hagen tour, over Dutra's protests earned a year's pay if she put across the and on strict orders of the doctor, who idea that one couldn't rate as a first class made Olin take to bed in the Congress pro instructor simply by taking money. Hotel at Chicago. If she gets that idea across to the public Dutra was a very sick boy, weak and the competent pro instructors owe the worried; worried not by his own condition Hicks kid a debt of gratitude. primarily but because he was afraid alarm- * • * ing reports of his condition might reach THE HICKS case is one that will be Brentwood and scare his wife. ' watched with great interest by profes- What ailed Olin was a complication of sionals who have been aware of sadly disorders. Still in bad shape from amoe- under-developed possibilities in the wom- bic dysentery and trying to keep on, Dutra en's market. She will make some mis- needled himself with arsenic tablets pre- takes, but they will be few because she scribed to knock out the dysentery bugs. is a level-headed young business woman He took an overdose. In tow of press- and she listens. She hasn't the idea that agents at the World's Fair he toured she knows it all and she is keenly aware around working up a sweat, was stabbed of the p^o present standing and possible by a sudden change to chill lake breezes, development with the women's market. and contracted a heavy cold. That million-dollar smile of hers and her As a cell-mate of the one-and-only Hagen, • intense sincerity of purpose will get her Olin was kept up late receiving visitors over a lot of the rough spots. to the court of the notables and grabbed She made one comment that some fee- his grub in divots at odd moments. Only course owners ought to think about. Said Hagen can flourish on a schedule like this. . . . leading stylist of the game, said " That's it! "... when he first played the Dunlop Gold Cup. "Try the DUNLOP GOLD CUP

just once," says

MACDONALD SMITH

YOU can t write distance or playing qualities into a golf ball with words. Only actual play can prove them. It takes only one round with the new Dunlop Gold Cup to convince your- self, with Mac Smith, that here is a real hall through and through . . . the finest golf ball ever made in Amer- ica. Players everywhere are coming back for more ... for Dunlop has made the Gold Cup worthy of the most famous name in golf. Put it to work for you today.

DUNLOP TIRE AND RUBBER CO 500 Fifth Avenue, New York City

DUNLOP GOLD CUP In the last analysis what knocked Dutra esting when architectural genius is on the down was trying to be too nice to too many job. people, which is an impossible job for any This Merion east course must be in a champion, but one which the Dutra boys, class by itself judging from what Tommy trained in the gracious Castilian manner, Armour said about it after he had played try to handle. When a young fellow like his first round and shot the worst score Olin tries to take care of himself and in he'd ever made in championship competi- this effort doesn't stand on his head at tion. Tommy remarked he'd never played each invitation, then some people will con- in the National Open on a finer course, demn him as a conceited, selfish ingrate. and when judgment like that is passed If he does accept all invitations and meet under the circumstances of the Armour all comers, then he is a chump and risks comment, you can bank on it; the course his future. is magnificent. So, what the hell to do? • * * A champion in golf is bound to be criti- COME PROFESSIONALS have inquired cized for some social faux pas and it can't ** as to the code provisions concerning be ducked. Jones as an amateur was com- giving away balls as advertising premiums. paratively independent because an ama- Especially have the fellows been con- teur is given some right to run his own cerned with the insurance company codes, private life, but a pro, apparently, is sup- claiming that insurance companies are posed to be at the beck and call of the giving away or selling at no-profit prices public. He is constantly being asked to many golf balls. They ask if golf balls do things for "publicity" by people who are to be given away why not to the haven't thought of the difficulty of eating pros? "publicity" as a steady diet or paying off Early in May when the situation in the the mortgage with "publicity." insurance field was investigated, the fol- There are three ways of handling this lowing information was received by an delicate situation concerning the cham- interested professional from John M. pion's relations with some of his public Downey of Division Four of the N. R. A. who are unreasoning in their demands. Downey wrote: The Hagen method is not to give a damn "None of the insurance codes have ad- but do what he pleases and when. The vanced to the point where hearing dates Sarazen method is to firmly tell the folks have been set on their provisions, there- they are wrong when their demands are fore, at this writing no restrictions are too heavy, and the Armour technique is placed by the Administration in the so- to laugh at them until they realize they liciting of insurance policies. I would sug- are asking the star to do what they gest, however, that before offering this wouldn't do themselves. insurance feature, it would be well to in- * * * vestigate the laws of each state governing JUST BEFORE the National Open there insurance. J was one of the usual laughable things "I doubt, in any event, whether the point happened. was said to have in question would come within the juris- remarked that Merion was "a drive and diction of the National Recovery Admin- pitch course." Thereupon there was great istration." consternation and Wood was put in the • * * spot of either having to deny responsi- CAKE! MURDER! Police! Phoney! Boys, bility for this statement or stick to it. But r it ain't right when golf company de- no one asked Craig whether or not he partment heads go out on nice quiet par- characterized Merion as quoted because ties at their country clubs and then take the remark was too juicy a subject for de- the rest of the members into camp for tro- bate. phies and dough, but this is exactly what The way the yardage ran Merion might happened at the Moundbuilders' CC, New- have been drive and pitch but the way the ark, O., when the Burke Golf Club mob scores ran showed that driving and pitch- went on the romp recently. ing still are among the fine, interesting From the Newark Advocate and Ameri- and difficult arts. Merion, more than any can Tribune sport page, which is one of the other course on which an important tour- best we have ever seen in a town the size nament has been played in recent years, of Newark, we pick the following dope: showed that no one need think lack of Bob Crandall, Burke's president, trimmed distance make as course easy or uninter- the club pro, George Berry, by pouring a