It reads to me July 28, 1911 (11 AM). (Incidentally, July 28, 1911 was a Friday.)
It may also be interesting to point out that the post office at West End, NJ was discontinued on June 30, 1917 and subsequently was given "station" status thereafter as a part of Long Branch, NJ.

I believe it continues that way to the present day. In fact, if you search the USPS website and enter West End, NJ, the Long Branch, NJ location at 131 Brighton Avenue is displayed.