12 Capital Journal, Salem, Ore., Friday, August 26, 1949
Public Service Advertising
Sponsored by Business
By SAM DAWSON
New York, Aug 26 VP) American businessmen think there are
many things you should know, for your own and your country's
good. And no longer are they leaving it to chance or to your own
wandering attention.
They are leagued in a drive to impress upon you such a variety
of ideas as these: You ought to;
help fight on our side of the cold
war; you ought to go to church;
the country needs more nurses;
the country needs your help in
building a reserve of steel scrap;
and the way Americans do bu
siness is better for you than the
way either the communists or
socialists do business.
All these add up to one thing
really businessmen think it's
better to persuade you to do
something voluntarily than for
the state to make you do it.
Probably you have noticed all
these slogans, and more, in re
cent months, either in page ads
in your newspaper or magazine,
or on your billboards as you
drive along, or in messages
mixed in with your radio pro
grams. It's what the admen call
public service advertising.
And while many business
firms do it on their own, busi
ness and industry in general
have banded together for a na
tional drive through the adver
tising council, a group which is
carrying over into the cold war
what the ad boys did for the
country during the shooting war.
Public service advertising has
increased sharply, the council
says today in its seventh annual
report, even at a time when bu
siness has entered the buyers'
market which puts premium va
lue on all advertising space.
The council describes itself as
"a private, non-profit, non-partisan
organization supported and
operated by advertisers, adver
tising agencies and the advertis
ing media groups, for the pur
pose of utilizing advertising in
the solution of national prob
lems." As you might guess, when
the council uses the word adver
tising it capitalizes it.
Last year the council screen
ed 1234 requests from private
organizations or government de
partments, and decided to help
out in 57 of the drives. Some of
these, in addition to those men
tioned above, were: Care pack
ages, the Freedom Train, reduc
tion of traffic accidents and of
forest fires, promotion of armed
forces prestige, better schools,
Community Chests, the fight
against tuberculosis, the Red
Cross, tolerance, and U.S. sav
ings bond drives.
To bring these things to your
attention over and over, the
council used varied means and
outlets.
The nation's newspapers or
dered 476,867 council ads, to
which they gave free space. In
addition, local, regional and na
tional business firms ran the
council's messages in their own
ads in newspapers, paying for
them in the usual way.
More than 1000 magazines
contributed space. And 32 com
ic books carried full-page car
toons with a council message
each month.
On the nation's highways,
75,000 posters were pasted on
billboards. In public buses,
streetcars and subways more
than a million car cards were
given free space, and on plat
forms 14,687 posters were dis
played. Radio stations gave time
for what the council calls 14 !
billion listener impressions. It is
expecting great help this year
from television.
Copy for these council ads is
prepared through voluntary
and free services of the nation's
advertising agencies. The coun
cil says the value of these con-
Q J If- j
p
Mother,' in Wood Concetta
Scaravaglione, New York
City art student in Rome,
showed this "Mother with
Child" in wood at an exhibi
tion in the Caffarelli Villa,
Rome. '
tributions runs into millions of
dollars. The council's own bud
get for preparation and distribu
tion of public service advertis
ing last year totaled $520,415,
raised by voluntary contribu
tions of business firms.
It's quite a business, this see
ing that you know about the
American system. Businessmen
are doing it because they feel it
is up to them to see that you
know more about our way of
doing business and why it is
best.
Unofficial temperatures of 100
degrees below zero have been
known on Mount McKinley in
south central Alaska.
tour terraces, seeding of grass
waterways, building of a pond
for stock water and recreation,
road-side erosion control, spring
water development, grass seed
ings and fence post treatment..
Troops from Japan Arrive
Seattle.Aug. 26 (U.R) The U.S.
A. T. James O'Hara arrived here
from Yokohama Thursday with
455 soldiers, 189 dependents,
and 14 civilian employes. The
ship will return to Japan Sept.
2.
Program Rounded Out for
Soil Conservation Day
Aumsville, Ore., Aug. 26 Final steps were being taken this
week to round out the program for the Willamette valley's "big
gest" good land use show, to be held on the 653-acre Irvin Bartel's
farm near Shaw, north of Aumsville, Saturday, September 17.
Representatives of the Oregon State Grange and Santiam soil
conservation district, co - spon-'
sors of Willamette valley soil
conservation day, said that, bar
ring rain, the field day will be
run off on schedule with a day
long program of conservation
farming practices and demon
strations. The event, which is expected
to bring together the largest
number of farmers and ranchers
ever to assemble in the Willam
ette valley, has one main aim,
according to its general chair
man Bob Schmidt of Albany.
"Our goal is to get more farmT
ers in the Willamette valley and
the Pacific northwest to swing
over to soil conservation", he
said. "Conservation farming is
long over-due' on many of our
farms. We believe a field day
is one of the best ways to sell
good land use to a large number
of landowners."
Schmidt said that each of the
major field day committees, in
cluding technical planning, gen
eral arrangements, parking and
traffic control, food concessions
and speakers, are set to play
hosts to several thousand farm
ers, ranchers, home gardeners
and townspeople.
He pointed out that the Bar
tels' farm, where the field day
will be held, is "not the best
farm in the Willamette valley,
nor the worst." He described
the farm site as an "average"
one.
Conservation work applied on
Bartels' farm will be done with
the assistance of U.S. soil con
servation service technicians and
the state extension service. The
work will include laying out of
246 acres of contour strip-cropping
for soil and moisture con
trol, use of crop residues on 150
acres, subsoiling, fertilization of
60 acres of cropland, chemical
treatment of weeds and brush,
construction of one mile of con-
Bells to Ring
For GAR Vels
Indianapolis, Aug. 26 (U.R)
The governor of Indiana today
asked 500,000 residents of this
city to suspend business for an
hour next week and ring church
bells in tribute to six civil war
veterans who will attend the
last encampment of the Grand
Army of the Republic.
Gov. Henry F. Schricker call
ed for the tribute to be paid
during a twilight parade at 6:30
p.m. next Wednesday, last day
of the 83rd annual encampment
that will end the GAR forever,
Six of the 16 surviving boys
in blue, the remainder of an
organization that once numbered
400,000, will arrive by Sunday They ranged in age from 100
if their condition permits. to 108.
RAIN! RAIN!
BETTER BE READY NOW
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