Lum Composes Newspaper Ad

Originally Aired: April 6, 1938

Lum #17, "Lum Composes Newspaper Ad,"

After managing to collect only $18 from overdue accounts at the Jot'em Down Store, Lum conceives a new scheme to make money. Rather than using the modest sum to restock merchandise as his partner Abner suggests, Lum decides to open a matrimonial bureau in Pine Ridge. A reluctant Abner initially resists the idea, preferring to invest their money back into the store, but Lum eventually wins him over by painting a rosy picture of helping lonely hearts find companionship and by offering to make Abner president of the new venture.

As Lum composes their first newspaper advertisement, the differences between the partners become clear. Lum's flowery ad promises women they can marry men of wealth and position who will shower them with diamonds and pearls, while Abner worries the exaggerated claims will cause trouble. The conversation takes a humorous turn when Lum tries to explain Cupid to the confused Abner, who thinks the love-inducing cherubs sound more like mosquitoes or Indians and threatens to swat any that shoot arrows at him.