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Page 2—The Portland Observer - September 5, 1990
Black Advertising Revenues Primed by New Magazines
Are You Eligible
For Vaccine Injury
Funds?
By Professor McKinley Burl
ter of Manufacturers, Shakespeare and
the Bible” --and I’d turn out students
who would be accepted by the best uni­
versities in the country.” And my aunt,
Marjorie Scott, did just that over the
years-though not permitted to install
her ideal curriculum (my mother left the
profession early on, having met my per­
suasive father).
Now, for those of you who may
have difficulty in accepting the idea of
such an inordinate dependence upon these
three “ texts” , let me clue you in to a
learning paradigm that was a critical
element of educational processes at an
earlier lime in this country. There was
e t’s do a little recap of the past
not the plethora of uniform, statewide
three-weeks’ series on African assembly line curriclulum guides and
American experiences in small town lesson
and plans “ written in stone” -n o r were
rural Oregon (mostly mine). There was there hordes of mind-frozen “ experts”
“ Mama, You Ought to See All the X- and consultants who had each discov­
Mas Trees Out Here” , “ Be Prepared! ered a particular holy grail of methodol­
Even If You’re Not a Boy Scout” , and ogy for curing cogn itive ills-but, rather,
teacher college and teacher alike under­
“ Staying Clean in Southern Oregon” .
If there was one single thread that stood that students learned best (and
ran through the entire recital it was the quicker) when, after first being equipped
admonition or advice, “ Be prepared, or with the basic skills of mathematics and
else.” And I made frequent reference to language, they would go on to create
the fact it was that excellent education in books and texts IN THEIR MINDS if
the early grades which enabled this high provided with a relevant input of classic
school dropout to meet successfully every materials and experiences.
Let us “ look” at “ Thomas’
challenge and to overcome every ob­
stacle. There must have been many Register of Manufacturers” , a set of
raised eyebrows as I cited competently tomes I introduced to my students at
practiced professions and crafts where Portland State University. What it does
entry into the ranks was attained by passing is provide the purchasing agents of Ameri­
tough examinations and interviews; from can Industry with classified list of “ where
law school entrance to certification for you get it” —the machines, parts, sup­
Federal Tax Court Practice and elec­ plies, instruments and raw materials nec­
essary to the manufacture of every con­
tronic instrument technician.
To place that education in ‘ ‘early ceivable device used to support our way
grades” in context let me quote a boast of life. It is there from cranes and bull­
attributed to my mother and my aunt dozers to shopping carts and baby bug­
who were 1920 graduates of “ Stowe’s gies and strollers, from steel mills and
Teachers College” , St. Louis Missouri foundry equipment to service station
(these institutions were called “ normal pumps and street cars, from oil refinery
schools” in those days): “ If I were set and sugar refiners to freight cars, barges
down in a ramshackle school with no and airplanes, from glass, paper bags,
textbooks, 1 could take Thomas’ Regis- postal scales and hair curlers to bolts.
The Best
Texts and
Curriculum
Are In Your
Mind
L
screws, fasteners, wheels, gears, pulleys
and whatever else needed to make it all
run spin, calibrate, shake or fly.
Now this “ encyclopedia” not only
tells you who makes it and who sells it in
your area, but quite often DESCRIBES
THE MACHINE AND FUNCTIONS
IN DETAIL! You may be introduced to
chemistry, physics, mathematics, eco­
nomics and infrastructure particulars in
clear, easy to understand language (the
seller wants you to have no trouble at all
in understanding his claim that the prod­
uct is the very best to be had). Also, the
set is replete with tables of weights and
measures (British and metric), of atmos­
pheric and terrestrial functions, of chemi­
cal and thermal values, and mathemati­
cal terms and equations. Now, is it any
wonder that many of America’s greatest
scientists and industrialists, though high
school or grammar school dropouts, got
their “ excellent” education in the pub­
lic library (including the “ Black Inven­
tors of America” )?
Now, for the other two “ texts”
cited by my mother and aunt as prerequi­
sites for that idealized “ prep school” of
theirs, “ Shakespeare and the Bible” .
I’ll not do your work for you here, I will
simply state a fact, “ AT LEASTFIFTY
PERCENT OF THE QUOTATIONS,
PROVERBS, IDIOMS AND ADAGES
IN THE ENGLISH LANGUAGE ARE
FROM THESE TWO SOURCES!”
Check it out-use “ Bartlett’s Quotations”
or similar references.
What more can I say? An excel­
lent or classic education has nothing to
do with modem architecture, air condi­
tioning, lighting and plumbing, nor with
a rigidity of methodology or curricu-
lum -but it has everything to do with
basic skills and teachers who can use the
materials relevant to developing think­
ing students who can BUILD TEXTS
AND CURRICULUM WITHIN THEIR
MINDS FOR THE REST OF THEIR
LIVES.
Workman’s Compensation-
How it Affects You
Even though you may never have
been h urt on the job, the chances
are you're covered by Workers
Compensation Insurance and en­
joy the security it provides. Today,
about ninety percent of the wage
and salary employees in the United
States are covered under workers
compensation laws. Workers com­
pensation insurance protects a group
of workers earning more than $900
billion each year.
Who pays for this protection?
Employers! Not a single penny has
ever been deducted from your pay-
check to cover the cost of the pro­
tection you enjoy every working
day. Unlike most forms of insur­
ance, workers compensation is not
paid for by its beneficiaries. The
typical employer on a national basis
pays on average $3.24 for every
$100 of payroll in order to cover
workers against the cost of occupa­
tional hazards. In a single year,
those paym ents are more than $35
billion.
The cost of providing workers
compensation insurance to busi­
nesses in this country has risen
rapidly in recent years, a trend
which is, at least in part, reflected
in premium increases to employ­
ers. Some of the reasons for these
rapid cost increases include: higher
wages, which mean higher benefit
costs, medical costs, which have
outpaced inflation and broader cov­
erage, workers compensation pays
for a broader range of work-related
injuries and diseases than it did a
decade ago.
Each year, nine out of every 100
full-time workers suffer an occupa­
tional injury or disease. These
hazards result in over 38 million
lost work days annually. The total
economic losses associated with
work accidents am ount to billions
of dollars each year. Statistics can't
reflect either the pain and suffer­
ing of injured workers and their
families or the security workers
feel knowing they’re covered by
workers compensation.
The National Council on Com­
pensation Insurance is a voluntary,
non-profit ratemaking organization
that prepares and administers rates
for workers compensation insurance.
ERVER
PORTLA
(USPS 959-630)
OREGON'S OLDEST AFRICAN AMERICAN PUBLICATION
Established in 1970
Alfred L. Henderson
Publisher
Joyce Washington
Operations Manager
Gary Ann Garnett
Business Manager
Leon Harris
Editorial Manager
The PORTLAND OBSERVER is
published weekly by
Exie Publishing Company, Inc.
4747 N.E. M.L.K., Jr. Blvd.
Portland, Oregon 97211
P.O. Box 3137
Portland, Oregon 97208
(503) 288-0033 (Office)
FAX#: (503) 288-0015
Deadlines for all submitted materials:
Articles: Monday, 5 p.m. - Ads: Tuesday, 5p.m.
POSTMASTER: Send Address Change« to: Portland Obaarvar, P.O. Box 3137,
Portland, OR 97208. Second class postage paid at Portland. Oregon
The Portland Observer welcomes freelance submissions Manuscripts and photo­
graphs should be clearly tabled and will be returned if accompanied by a self addressed
envelope All created design display ads become the sole property of this newspaper and
can not be used in other publications or personal usage, without the written consent of the
general manager, unless the client has purchased the composition of such ad 1990
PORTLAND OBSERVER ALL RIGHTS RESERVED, REPRODUCTION IN WHOLE
OR IN PART WITHOUT PERMISSION IS PROHIBITED
Subscriptions: $20 00 per year in the Tri-Countyarea; $25 00 all other areas
The Portland Observer-- Oregon's Oldest African-American Publication - is a member
of The National Newspaper Association -- Founded in 1885. and The National Advertis­
ing Representative Amalgamated Publishers. Inc., New York. NY.
’ f 7 ),t A « I f '
% «
spotlight on
health
Mrs. Bush Chairs
Leukemia Fight
Mrs. Bush has encouraged the
work of the Leukemia Society of
America since 1981, when she be­
came the Society’s honorary chair­
man. In 1952, when she and her
husband lost their daughter, leu­
kemia was a mysterious disease
without clues for prevention, tre a t­
ment or cure. Most patients could
expect only a few months of life
after such a diagnosis.
In 1990, many people with leu­
kemia live normal lifespans thanks
to the extraordinary advances in
research and treatm ent by the
Leukemia Society of America.
Many Americans will be tuning
in to the Society’s Televent on August
4th and 5th in support of the battle
against leukemia and related dis­
eases. National televent sponsors
include Chemical Bank, Regis Cor­
poration, DialAmerica M arketing,
American Postal Workers Union,
and H arrah ’s M arina Hotel Ca­
sino. Televent hosts include Steve
Allen, Shirley Jones, Gordon Jum p,
Monty Hall, Jayne Meadows, M ar­
tin Landau, Harvey Korman and
Frank Bonner.
PORTLAND OBSERVER
'The Eyes and Ears ol the Community
Office: (503)288-0033
Fax#: (503)288-0015
EXPRESS SERVICES
SCHOLARSHIP
PRESENTATION
WHO: William H. Stoller, Presi­
dent, Express Services, Temporary &
Permanent Personnel, Don McClave,
President, Portland Chamber of Com­
merce, Dr. Tukufu, President of Urban
League and other dignitaries will be pres­
ent.
WHAT: Presentation of Scholarships,
Introduction and Announcement of
“ new” Scholarship Program
WHEN: Friday, September 7,1990,
11:30 a.m.
WHERE: Pioneer Square-Downtown
Portland.
WHY: Express Services will make a
statement in supportof business and their
role in helping educate our youth and
work force by :
1) Presenting two $1000 scholar­
ships to students who worked for Ex­
press Services Temporary and Perma­
nent Personnel during the summer months.
2) Additionally, a new scholarship
program-awarded by Express Services
in conjunction with Society of Human
Resource Managers will be announced.
L
X ’ • rt>Z'
L ' •
The Future o f Minority Magazines
as a Base fo r Advertising Revenue
magazines, and that Time s healthy adver­
tising declined 7.5 percent compared to the
comparable first six months of last year.
The advertisers know they reach black
consumers on television and through a
large share of black readers devoted to GQ
Sports Illustrated and Elie. And to these.
Black Enterprise. Ebony, Essence, or Jet,
and they have small worry about reaching
their advertising target.
Lee Henderson
Attention parents: October 1,
1990 is the deadline for filing a
claim with the Federal Govern­
ment’s National Vaccine Injury
Compensation Program for in­
juries occurring before October
1988 from one of the following
childhood vaccines:
•D iphtheria and tetanus
toxoids and pertussis vaccine
(DTP)
•Measles, mumps and rubella
vaccine
• Oral polio vaccine
•Inactivated polio vaccine.
Vaccination is the safest and
best way to protect a child against
a number of illnesses. However,
in rare cases, children have had
severe adverse reactions after
receiving a vaccine.
The National Vaccine Injury
Compensation Program provides
a simplified way to resolve claims
for compensation for certain
vaccine-related injuries. Using
this no-fault system, petition­
ers do not need to prove that
those who manufactured or
administered the vaccine were
at fault. They must prove only
that the vaccine is related to the
injury.
Claims for injuries incurred
before October 1, 1988 must be
filed by October 1, 1990. After
that date, claims may be pur­
sued in civil court.
If the vaccine-related injury
occurred on or after October 1,
1988, you have more time to file
a claim. Call the hotline number
listed below to obtain precise
deadlines.
A claim can be made by a
person who has been injured by
a vaccine, or by that person’s
parent, guardian or trustee.
Claimants must file a petition
with the U.S. Claims Court in
Washington, D.C.
The maximum death benefit
is set by law at $250,000. For
injury cases, the amount of
payment is determined by the
court based on the needs of the
individual and the extent of
injury.
For more information on the
program, you can call HRSA’s
toll-free hotline: 1-800-338-2382.
AUTOMOBILE CLUB OF
OREGON
Gasoline prices increase...again
Despite a substantial reduction in
the price of oil, prices at Oregon’s gas
pum ps
h av en ’t reflected
that
change.Instead, the average price per
gallon recorded in Oregon AAA’s Au­
gust 29 fuel survey increased by 4 cents
in the past week. The average price of
gasoline has increased by 22.3 cents per
gallon since the July 4 holiday. The
nation average increased 231.2 cents per
gallon between August 1 and August 29.
The national average price for self-serv­
ice unleaded gasoline increased 3.3 cents
per gallon between August 24 and 29.
The highest price recorded in the August
29 Oregon fuel survey was $1,779 for
full service Super Unleaded gasoline.
The lowest price noted was $1,219 for
mini service Regular. Both prices were
recorded in Portland. Current Prices are
listed blow:
MINI SERVICE: Regular, $1.240;
Unleaded, $1.334; Super Unleaded,
$1.534;
FULL SERVICE: Regular,
$1.261; Unleaded, $1.395; Super Un-
leaded, $1.538. Motorists are strongly
encouraged to conserve fuel-and to drive
safely.
SEPTEMBER IS
NATIONAL SICKLE
CELL AWARENESS
MONTH!
THE FOLLOWING EVENT WILL
TAKE PLACE THIS MONTH
WHO: The Portland Sickle Cell
A nem ia F oundation, 3833 N.E.
Killingsworth Street, Portland, OR 97211.
WHAT:Stcp for Sickle Cell Walk-
athon, (Will benefit the Aids and Sickle
Cell Educational Program components).
WHEN: Saturday, September 29,
1990.
WHERE: Whitaker Middle School
Track, 5700 N.E. 39th Avenue, Port­
land, OR 97211.
TIME: 9:00 A.M. -12:00 P.M.
(Registration at 8:00 A.M. and Runners
at 8:30).
COST: $3.00 for those who sport
Green and White, $3.50 for all olhers-
Sponsors are needed.
SPONSORS: McDonalds, M arriott
Albertsons, PPS District, Hilton, & Skan-
ncr.
FOR INFO: Contact Marica Taylor
(503) 249-1366. Volunteers needed!
Dr. A. Lee Henderson
In an era where the worst revenues are
being generated by the magazine industry,
black entrepreneurs are reported to be
swimming against the tide of tailing adver­
tising pages and high mortality rates
among magazines. An August report by
Jonathan P Hicks of the New York Times,
cites fascinating figures: An estimated
$300 billion in spending power among
American blacks in the 1990’s will propel
advertisers to search out new ways of
reaching this market. A diversity of in­
terests in the black community—from
fashion and beauty, to politics, and the
arts—also will feed a demand for their
magazines.”
In the competitive arena are at least 25
black-oriented magazines with a national
circulation base. Emerge, an up-scale
magazine featuring articles on
politics,culture, and lifestyles bowed in
1989. Time Warner Inc. owns 20 percent
but it is 80 percent minority financed.
Emerge, Reach New England are not
showing a profit yet, it is reported, but that
is no surprise to pros who know it takes
years to generate ongoing profits.
Our Standard Rate and Data Service
reference guide shows that of 225
magazines started since 1988, 119 have
already bit the dust.
Ebony's advertising pages are down 9.4
percent we learned, but wisely, the
Johnson Publishing Company will not
disclose profits.
The newer magazine entries have had
a difficult time compared to the venerable
mainstays of black publishing, but
American Visions, five years old with its
base in Washington and a trendsetter for
arts and culture with history coverage,
doubled the number of advertising pages
needed to break even with its June
issue. . a grand total of 40 pages of adver­
tising.
As a pioneer black publisher, I am
regarding our economic edge as a signifi­
cant wedge: more than most, I know the
economies to put into motion and how to
take advantage of the newest in desktop
publishing technology. I know how to
mount the printing technologies which can
rival the sophisticated, but costly
mainstream publishing tactics. Mis­
management can eat overhead, and infect
the product with a disease of financial
malnutrition that can prove fatal!
Most new magazines resort to measures
which invite huge start-up costs: expen­
sive subscription lists and mailings. But 1
have always, fortunately, isolated a circula­
tion base and market that can be encourag­
ing to those companies seeking to lure a
slice of the black market into their adver­
tiser pie.
We're aware that Manhattan Inc. and 7
Days have been casualties among new
Yet there is always an innovative
magazine project or media can shift the
emphasis to a new entity.
The gambling odds against the success
of USA Today would have made me rich,
had I taken on those bets, which saw
disaster in the wake of thimblefuls of
digest news, daily, becoming a national
media sensation.
We have to be ready for the en­
trepreneurial adventure.
The media marketplace is one that we
cannot afford to overlook since it is our
dollars that generate so much revenue for
those who do take advantage of it!
Advertising agencies which target black
consumers say that they are not closed
down to newcomers and that the varied
needs of the black community are attrac­
tive to them. Indeed, the Mingo Group,
a New York advertising agency, helmed by
president Samuel J. Chisholm, is on the
lookout. And so is Jamison and Leary
Advertising Inc. in New York, notes
Charles N. Jamison Jr., executive vice
president, although he cautions against the
new black magazines being perceived as
viable for most traditional advertising*
budgets.
The frustrations are noted, but do not
stop the young Harvard Business School
graduate publisher of Urban Profile from
pursuing his quarterly publication. It of­
fers its 18-to-35-year old black readership
a variety of politics and social comment.
Its publisher, Keith T. Clinkscales is not
alone in pursuing his business dream.
The 11-year-old enterprise Class is
healthy and continuing to be published by
Rene John-Sandy who conveys its arts-
and-celebrity features to a circulation base
of American and Caribbean subscribers.
Astutely, Rene John-Sandy notes that
with 35 million blacks in the United States
there is room for others to join Ebony, Jet,
and Essence which reaches only two
million of these.
We have 33 million potential subscribers
waiting in the wings!
We can't be unreallistic and venture
merely to fail.
We can, however, still be realistic and
when we do venture, calculate our odds
with foresight.
Only by carefully measuring and assess­
ing our skills, our requisite financial in­
vestments, our drives and our dreams, can <
we succeed. . even where others have
failed.
If you can't capitalize yourself, you can
always take the tiger by the tail and invest
wtr/i, not against it!
To the media might of newspapers,
radio, and television. . . . never under-
gMCjjtimate the future of the magazine, no
matter that it is initially looked upon as
maverick.
It just might prove the mighty mite of
all . . . in living color.
-A f - r "IS
I OFFICE OF THE GOVERNOR
[ state OF
:
PROCLAMATION
I
WHEREAS.
Sickle cel, anemia is an inherited blood disedse which causes the normally
round and flexible oxygen-carrying red blood cells to be changed Int.' a
crescent or sickle shape within the blood vessels, and
WHFREAS:
These sickled cells can become trapped in the spleen and elsewhere and
are destroyed, causing anemia from a shortage of red blood cells and
WHEREAS
Sickled cells can become lodged in tiny blood vessels piling up rth«r r< J
blood cells and possibly blocking vessels completely and
WHEREAS
Such painful sickling crises often occur in bones and organs of II
abdomen or chest and destroy areas of tissue from lack of ■ xygen in I
WHEPEAS.
Sickle cell anemia occurs mainly among blacks Hispanics of i aribbean
ancestry, and some people of Mediterranean descent and
WHEREAS:
Over 50.000 individuals in the United States have sickle cell anemia and
we must inform the population at risk for better family planning decisions
WHEREAS
There is yet no cure for sickle cell anemia but positive progress has been
made in counseling and medical care thus Improving chances of survival
and the quality of life for patients and thek loved ones and
WHEREAS:
The Portland Sickle Cell Anemia Foundation. Inc will join the nulionwide
Sickle Cell Awareness Month of September 1990 to inform targeted
populations of this deadly disease and to enhance the Foundation s
fund raising efforts to complete program goals
NOW
THEREFORE.
I. Neil Goldschmidt Governor of the State of Oregon hereby pro lairn
September 1990 as
SICKLE CELL ANT M IA A W A R F N f SS M O N T I I
in Oregon and encourage all citizens to Join in this observanr e
IN WITNESS WHEREOF, I hereunto sot my hand
and cause the Great Seal ol the Slate ol
Oregon to be affixed Done at the Capitol In
the City of Salem and the State of Oreaon on
this day. June 20. 1990
;
( 1;
f^eil Goldschmidt Governor
•/
r '1. .
Secretary of State
CREED OF THE BLACK PRESS
T h t Black P re » b e lli» « that America can b a t lead the world away from social and
national antagonisms when It accords Io every person, regardless of race color or
creed. M l human and legal rights. Hating no person. Tearing no person, the lllack
Pre« strlvea to help every person In the firm heller that all are hurt as long as anyone
Is held back.
’
1
•
a