Word: desoto
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Chrysler led off by upping the price of Plymouth $25 to $45, Dodge $45, Chrysler sixes $40 to $55, Chrysler airflows $100 to $130. DeSoto was left unchanged. Then Studebaker added $25 to its "Dictator" and "Commander," $50 to its "President." General Motors swung into line with increases of $20 to $30 on Pontiac and Chevrolet, $65 to $130 on Buick, $35 to $65 on Oldsmobile. Cadillac V-16s went up $300, La Salles $100. Hudsons went up $5 to $75, Graham-Paiges $50, except one model. A few independents left their prices unchanged, including Packard and Nash-and Henry...
...Mississippi. In the early spring of 1541 canoes floated down the sluggish current of this river that drains the mountain ranges of the United States, and a Spaniard discovered the Father of the Waters. But fever hangs in the mists of the low country and on one black night DeSoto's body was lowered away into the quiet water...
Another Big Business errand last week took President Hoover to the great brown-panelled hall of the U. S. Chamber of Commerce across Lafayette Park from the White House. There under the bright flags of Columbus, DeSoto, Cortez and Cabot waited the 400 of U. S. industry-men like James Augustine Farrell (steel), Charles E. Bockus (coal), Matthew Scott Sloan (power), John G. Lonsdale (banking). Frank A. Seiberling (rubber), Roy Wilson Howard (newspapers), Frederick H. Ecker (insurance), Homer Lenoir Ferguson (shipbuilding). To a man they rose and cheered the President as he began to read them his speech...