4a
The Bend Bulletin, Monday, June 20. 19S5
Boom in Children's Books
Said Spurred by Television
lly ICK IIAKII hi I INI K
St-.A Slitlf I irrfsniinlint
M:W YORK INKAI I'ropliels
of lOootii like to iKiint tu I'hiUJri-n'n
love of t( li'Vlsi'jn owl Kliy: "In L'U
V' ais, kids won'l i 'Veil know how
to ri'iid." TIwtc is :i wid'-.sprc-ad,
Jcar thul Willi youiiKslers who arc
t'XIs:il to 'IV, IxKiks come in u
bnd sicoiitl.
Tiiis f ur is not shared by chil
dren' book i-.x-n. On the con
trary, tiomc of Ih" larncst puiv
lialVri think that TV actually in
conra' s reading. And the sales
of children's books, now al an all
time limb, seem to back up their
ail'tiuienl.
"I'm optimistic," said H' '"',1i
of tin- children's department of one
bin publisher. "TV Kols Ibem in
terested in cultural thmns. And
then, they want to read about
them."
"We're capitaliinl! on televi
sion," another executive said.
"Hooks about personalities they
see on TV mi- bin sellers."
I!ul the children's book industry
. has hail to change to meet the
compelilon. Since the end ol World
War II, several Iremls have be
come aimai-enl. During the war,
with materials short, children's
books were u pretty sorry lot-
"We could sell an.vthini! then; put
out two covers with nolhini; in
between and it would sell."
Not now. Now the kit; and little
imblishers nri' coins: ull out to
cash In on the ever-expandins'
market. Willi childbirlhs incrcas
Inn, lite IKitenlinl market inereasi-s
too. And so run.' bin publisher will)
an eye nn vital statistics, has con
centrated on this field and been
' rewarded with a 1.2110 per rent
increase in IIS children's book
sales in 111 years.
One of the bii-.Rost trends in.lhe
business parallels the adult do-il-
yoursclf fart. In the realm 01
children's liooks. they call this the
"nctivily" liook trend. There hit
books for youngsters to color, cut
out, pasle in, sew, build up, tear
down. This t;oes hanrl-in-hanrl wilh
an increase in educalionnl books
stores of history, Reoumphy and
such.
This Incri'nse in inlra-lrarle com
pr'lillon has resulted in somr
healthy prai'lici'S anil nt lensl
one imheallhv one. Since nrlulls
naturally buy children's books, the
Jackets arc nencrally desiunod to
catch their eye. And some smallei
publishers will put dilforont jack
els on the same book, hophu; to
at tract more buyers.
Then- are cases where the same
hook has been jacketed three rlif
forcnt limes in one year, and un
llollbterlly some people have been
lured Into buyini; Ihe same brnk
more than once.
Hut most of the competition has
been healthy. Simon & Schuster.
one of the largest, produces bi
and beautiful volumes, such ns
child's dictionary, encyclopedia,
iteoitraphy. They're now working on
n companion piece, tl history of
Ihe world. Ilrdore it's ready for
printinu, it will already have cost
them more than J1IKI.IKKI in wril
inn, research and art work.
Children's books are expensive
to publish. Kven n 2r-cent book
will cosl, on an nvorae,o, $S.IHK)
for color plalcs alone.
Anothi'i' prorlui'l of this compe
tition is what Bernard (Iris calls
"Ihe first basic chamre in kids'
a liook so that the child can put
the book on tin' record player.
After reailiiir; it, lie can listen to
it. Or vice versa.
These are called "Macjc Talk
In;? Hooks," and Gcis, a former
children's book editor, developed
them in his search to combat TV's
combination of sifdil plus sound.
The publisher, John C. Winston
Co., put up J2WJ.00O to aid in tin
devi lopnlcnt.
While these new-farcilnl books
are racking up Inn sales, some 01
l ie old stand-bys still find a mar
ket. The children's classics, like
Hlack Hoauly" anil 'Little I-ord
Fauntleroy," are continually np
ponrinu In new editions. Lately,
they've appeared in what the in
dustry calls" flats Ihe laiue,
thin, profusely-illustrated luniks.
Series about the same character
are not the power they once wen1.
Hut some of the old standards
inve been reissued. (In re-eihlinL:
Ihe llobbscy Twins, such phrases
Co out and play, but watch
out for the earriaues" were neces
sarily Ululated ! Tom Swift Roes on
and on latest is "Tom Swift anil
His Atom Mirth Waster."
There are some modern series,
but they're hard to tell ns such.
Million has had much success with
Imoks by Janet Lambert, which
are loosely tied to",ethor. hlir
writes about file different fami
lies, and they an' all connected
in some way. Hut there is no con
neclion in the titles. Another Dut-
lon series is its "Youiir Traveler"
books, which take renders to ex
citine, places.
Hesidos re-oditint: the old series
for the einht-12 ae Kroup I'"'
children's hook industry calls this
Ihe "middlo-ae.es" there's been
some chorines made in fairy tales,
too. Some of Ihe editors, well-
,-ei-sed in psychology, took a sec
ond look at the oneo-Uon-a-tlnic
stuff and were sin ked.
"Fairy lales." one said, "are
unpleasant and scary. There arc
thhuts like wolves anil spiders and
people cullinn off tails wilh carv
ing knives.
So more lhan one re-edilod col
led ion of (airy lales has ap
peared. One publisher features a
"Friendly Mother (loose."
The product of all Ibis edilinu
and compi'lilion is selliui; well,
hill less anil less in lunik stores.
One children's book expert says
that only two per cent of chil
dren's books are sold in hook
slores. This is especially true in
Ihe books for youne.er children.
In this- two-Hi liroup. reliable
eslimali'.s place the sale al be
tween 7(1 and til) per cent in III"
so-called "mass market" 'outlets
limn stor'es, supermarkets and
ri-and-lll it stores. The super
market is Kaininn. but the 5-and-Itlceul
slore is currently the lam
est seller of these illumes.
And the publishers are hittini;
constantly al this lower into nroup
They've discovered that by the
time u child roaches the nc,c of
he likes to look nt a hook.
One publisher privately says a
parent can salisfy Ibis lime Willi
a maenzine. but Ihe- publishers
are hrinninn out more and more
books for the lilller ones.
These are Ihe "one liners" a
pane of picture wilh one-line ol
lexl. Such books are tin; hits Willi
0 . TV
i-.ja . tajn-umt.. .t. . dt..df.,xmmatii
Republic of Korea Rises Again from the Ruins of War
By I.KON DKNN'KN I portalion. new hospitals, schools, where they con In dirt flnnred i aid, the Koreans' sound business
NBA Slaff Correspondent runiversities and theaters mark the 'huts, under crowded conditions -I ways to rehabilitate their ocon
NKW YOI1K (NF.Ai On Ihel nro.,...,s). .v.., industrious. detir-fcin (net. "in a manner that wouldioray foretell eventual recovery
n:ini-d and hopeful people of ' be unacceptable even to Ihe poor-lwth native leadership. '
Korea." lest families in '.he U.S." They American businessmen are espe-
A tall, lean and friendly Texan, .have little to rat and not even ciallv invited to invest in the Ho.
Christcnbcrry first went to Korea sufficient linht for sludy in the .,. ; ,!(. , Kort,H ,i,.n
they fi-onl for Japanese industrial
Government Wages Drive
To Hire Graduates of 1955
fly hKNM IM O. OIKMOKK
NKA Sealf i'mritinmifnt
WASIIINCJXJN (NL:Ai In thn
face of stiff comiHititlon from Wh
husini-ss, hc V: S. flovcrnmLiH I;
now wjitfintf a hi0i-KJM-orwl aim-
mxn to finploy ;i!r7tcii gradimtt-s
from the colliii' t'lsiss ol l!kr.
A'ncii-s ami di-pailmcnls her
are uimintf to rw.-ruit a lilal of
apiiiutimati'iy 9,000 yoiui men
und women who will shortly be
receiving diplomas, according to
John W. Ma-y, Jr., exvutive di
j-fK'tor of the U, S. f.'ivil Service
C'ommissioji. The g'Kil set for next
yiar is around 10,000.
'Ilu's is the mos-l am1)itous hiring
n"oH''f' the government has un
del-taken since World War II. It
is a measure of I'nrlc Sam's d'
termitt'ition to give private ir
tercets a run for their money in
the employment battle being car
ried on at universities and colleges
across Ihe countiy.
b(Miks in JO years." This is CIcis' fatheis. Less for them to have to
method of applying a record to I read h tin- kids.
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From ironing nut little dents and
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Civil .S(TV"ice officials here ad
mit it's a wide-open no-holds-
barred contest. And as haalion
day nears. each side is tihnnving
up powerful ammunition.
The government is pulling ar
ticulate technical experts out nt
its laboratories and sending them
to the campus as recruiters, busi
ness and industry are countering
with liie highest income offers in
history. These salaries are rang
ing from -Sl'STi to over $f00 a
mon'lh, accortiing to i-eports com
ing into the l.al)or Uepartmcnt.
The biggest play is being madi
f-r the bright bo-s wilh li-4ie;cil
training. Holh sides public and
iiriv'Jile are going after lliem
like two socially- (nscious fratei
nities at the peak of the mshin;
season.
Thi' fixleral government need
chemists. phwicists. merallur-gi.-ts,
mathematicians, electroni:'
si'ientisK, and engineers. So d"S
industry, and it is in a position to
offer far more money.
"I'm certainly interested in
working for Hie government, but
I've been offered $1,000 more than
you can pay me and an immedi
ale position." is a statement gov
ernment recruiters arc used to
hearing frem exceptional sin
ilenls. As one recruiter explains. 'A
smart young guy diMsn't pav
much attention to an additional
couple hundred dollars, but any
thing from $:00 lo $1,000 makes
a big difference."
The drive for college graduates
is by no means a walk-away for
j industry. Recently, govenvment re
cruiting methoiLs have been sharp
' enetl lo (YMivpete with the convinc
ing iteisonnel men big eomiKinie
are sending out. i
New programs are already in
the works to attract Ihe calss of
l!t."ti, Mor and moiv .juniors are
twtng given gm'enmieiit jobs dur
ing the summer, for it is found
that a high petvenlage of Jhcse
students come back p'rmanently
when Ihey graduute.
Starting next foil the Civil Ser-j
vic Convmission will offer a single1
examination to seniors in all bran
dies of study. Tlis rertlaces th"
present system urwler which there
an a confusing .variety of test,
for sexiiic job titles. Applicants
will also be able to apply at any
time, ami the examination will be
given four times during Hie year
, instead of once or twice.
i Kor graduates wio aspire to b;
diplomats, the State Department
has announced mat the Foreign n
Seivice has openings for 500 offi
eers Ihits June. To ipialify means
pausing a stiff five tn siv-hour ex
amination Officials say J.tOO stud
1 enis already have applied It's si
lough, however. thev'II be satisfied
if ":0 make the graile
Ol the 90(H) graduates tlio gov
ernment hopes ro hin this ye;ir.
m.MT tlwn B.OiX) are wanted for
technical positions. To attract
ami persuade these men, workitg
j scientists in Ihe govinment are
going out in teams ami talking f
pnxsj-ivtive CiMlege material
) "We've found tt ih-sn't do any
i ginnl to send out a flashy recruit
cr with no scientific background." ;
in Macy. "For he rtin't ptKs-.lily I
talk turkey txt tcx'hnicallv traimNl,
DR. R. D. KETCHUM
( hiropractk rhvtioinn
IMione VM Benfl
ttr i..oti.-1i t-fttiirk) flrnlth l tr
ni-'ln ix in, torrltna tfrii-trn-rir
mill frin nrrvf Mm) hli1
imi'lv KW timn natural mrthtxia
tor b4trr hlth.
jKTsons on both the administrative
and undergraduate level."
The government is in a stronger
position today to enlist the clas;
of 1955 for several other reasons.
Last year Congress passed the
Fringe Benefits Act giving the
Commission the authority to hire
persons at higher salaries in criti
cal shortage occupations. This
law became effective last March.
sites of the ruins left by war with
communism, new buildings are
rising in the little Republic of
Korea. Two years after hostilities
ended in July, school's are
being rebuilt and business and ag
riculture, paralyzed during the
Rod invasion, are beginning to
flourish again.
"The road back is long and
rough but the Koreans are well
on the way." says Muj. Gen. diar
ies W. Chris ten lie rry, president of
tiie American-Korean Foundation,
who has just returned from a
Korean visit.
"Much construction, more trans-
during the Communist invasion evenings.
nD n,,r,i.., n,; ci.rr o.r ,,. .1,,, Uxitmiir fina till tlwt
U.S. and United Nations forces, handicaps that go with such close '"!';"'lltiun hi.ch Krca mistrusts.
It means gradua'tes with a bach
elor of science degree can start
at $4,350 instead of the standard
$3,410. Graduates with a masters
degree can start at $4,580.
More and more outstanding
young people are being attracted
to careers in the civil service
through "J" examinations for
management and junior agricul
tural assistants. Those who pass
the test are trained to take over
high-level administrative posts.
These examinations will also
be opened on a continuous basis
i storting next September.
We thingk Uncle Sam is an
outstanding employer," says Macy,
who believes the chief advantage
in the government is the oppor
tunity to work in a program of
national significance with qualified
and dedicated people.
He came to appreciate and ad
mire the courage of the Koreans.
Today he believitf the brave peo
ple have been largely forgotten
by the free world despite their
great sacrifices in stemming the
tide of communism in Asia. As
president of the American-Korean
Foundation whose membership
roster reads like a who's who in
American political, business and
cultural life Gen. Christ enbeny
has decided to dedicate hismelf
to rebuilding the war-ravaged
republic.
"Unlike any other oriental coun
try in the Far East, the Koreans
bnve qualities that are very simi
lar to those of Americans," Chris
tcnbcrry explains.
vThey adapt themslcves quick
ly. They appreciate the help given
them by the U.S. Most of all, they
don't want somebody to do every
thing for thm."
One of the impressive signs of
Korea's rebirth observed by the
American Korean Foundation
team wus the Ewha University-
one of 43 new. colleges in the Re
public of Korea where some
4,000 young women are studying.
The majority of students live.
and sparse liviiu." Cl.ristenbcny "Sl'"wp' inciucung
says. Ii . T ..1-1
The students show up for their v""!,"",'y d-"
"J Mum- ui mi; scanaais
classes neat and clean, with sim
pie yet attractive hairdo with
their wiiite waists and highwaist-
ed skirts as neat as would be
found at Vassar r Smith College."
Even the capital city of Seoul
looks new, neat and clean, says
Christ en berry.
"There are no Jitterbugs in Ko
rea. True, the people have little
to waste. Every scrap of paper,
wood or food are ns precious as
gold. But pride of neighborhood
governs in Korea and streets and
sidewalks even those made of
dirt are swept clean daily."
Ju.st as educational institutions
are being revived on a sound
basis in the Republic of Korea, so
are health institutions, hospitals,
leprosaria and orphanages being
rebuilt and restaffed. There are
also institutions to make the
300,000 war widows self-sustaining.
Despite some weak spots, Chris
tenbeny found the long-range e-:
conomic picture in Koren encour-1
aging. Though the nation cannot
achieve full recovery without con-
faced by South Viet Nam or some
of the other countries liberated
since the last World War.
"Make no mistake about it, the
Republic of Korea is an anchor
of the free nations' defense line
in the Far East," Christenberry
declares.
HI IIKAIIKI) BAKERS
King Louis, of France, ordered
all bakers who gave under meas
ure to be beheaded. As a conse
quence, they always added an ex
tra article just to be on, the safe
side, hence "baker's dozen."
KAII- CITV
ClirCAOO (UP) "Chicago"
is part of the name of more than
100 rail read companies, past and
present, the Association of Ameri
can Railroads says. No other city
in the world has had its name used
so extensively in railway transpor
tation according to the association.
The 46.000.000 families in the
United States own about 49.000,000
tinued U.S. and United Nations animal pets.
;ri ' ir"'
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