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Supplier (Sazsttt-okmta
4 tJAII0CIATlOt
MOtaow cowrm xrwiMrri
U, inrT. CUvaUMaiad ftrurv IV UU
W. a WXLSMAX
riAJTCXI X. WILD RAW
NAflONAl I0ITOIIAI
SsUcrtutlen Rl: Morrvw and GruU CtouBtUa. $400 Yr: FiMrwher 14 V) Yrr sie.i r,,.v in rvr.
ftblUbe Kvw? ThunnUr ml KQr4 at U fast OfTlr at Jieppner. Ureeon. Second ( liu Wattef
77 YEARS OF SERVICE
Lt we-eh't mu of th Cawtte-Tlme marked tha tempi.
lion of 77 yer of service ta this ronmunlfjr or of tt ollet
Independent butlneme In Morrow county.
Ncwwparwrs, what sideline It It la promote fommunliy
welfare and commend rtvtc and community anion by others, art
notoriously eatc In thalr own public relations. Like tha rna
rhanlc who keeps other folks ran In perfect condition but
who own family rides In a beaten up old wreck, tha newspaper
editor la ao buty promoting others that h never hai tlma to
even mention tha aarvtc that hla own orrsnlxatlon perform.
it it uma wonoer inai in general public hat auch a meager
undcrstandlnr of what make newipaper tick.
first of all. tha Carette-Times It an Independent business.
It la not subsidized by tha government, by the taxpayer, or by
a corporation that can absorb loss or gain. It has a considerabl
Investment In equipment and other phyatcal asset. It haa a
payroll which directly aupports 18 peopl in thla community
plus partial support of another dozen. (By "13 people' wa mean
employees and tha families for which they provide. In other
words, food, clothing, foal, shrlter. etc.. ara bought for IS people
from Gazette-Times payroll.) Thest employees ar among the
best-paid In tha county, They have devoted years to learning
their occupations, and their Ingenuity la called upon every hour
of every day. They ara mechanics, artists, salesmen, and mas
ters of tha printed word.
.Second. It Is a community and family Institution. At fre
quent Intervals we get letter Ilka the one from M Warren.
Redmond. Ore., who says: "Dear Sir and Friend: Please send
me the Gazette-Times another year. ! have taken It for 60 years
'motif all the time. Thanks. The' Gatctte-Tlme Is as much an
institution in Lexington, lone. Board man, Hsrdman, and all
outlying areas of tha county aa It Is In lleppner. The Gaiettt
Times Is truly a county paper, devoted to tha welfare of all the
county.
Third, it is a clearing house for Information about activities
of people In the county. Look at your last Issue, or any Issue,
and count the names appearing. Count the notices of meetings,
of school and club activities., lodge and social events, farm
activities, business affairs, Important dstes. legal notices, pic
tures of acquaintances, etc. It announces your child's birth,
his achievements In school, his honors In 4 II, Boy Scouts, high
school, college, honors In the service, his marriage, his business
triumphs, his children's births, and when he becomes a grand
father. It will finally print his obituary If he remains in this
community. The whole cycle of life Is recorded faithfully In
your community newspaper.
Fourth, It Is a picture gallery. When your daughter is mar
ried, when you do something outstanding, a picture often ap
pears provided you can furnish a good picture from which to
have a "cut" made.
Fifth. It Is a merchandise showcase. Each week it tells you
where the bargains are to be found, what quality can be ex
pected, who the reputable businessmen are. (Nearly every
week we tear up a check or two from out-of-state firms
whose good intentions we question.) Without a newspaper the
county's businesses cannot hope to grow, nor can the area itself.
Newspaper advertising keeps business competitive, yet affords
every merchant an equal opportunity to display his wares. It
is axiomatic among businessmen that the non-advertising busi
ness is on Its way to oblivion. If each Individual business had
to print and mail Its message to 1400 homes each week the
cost would be prohibitive. There Is nothing to compare with
the printed word in convincing people and getting a message
across to them. A doubter often says when told some startling
fact, "I'll believe that only after I see It In black and white."
Your weekly newspaper provides that black and white. In addi
tion to the large display advertisements which businesses find
profitable, a "want ad" section provides a cheap and ready
marketplace for wants ranging from huge ranches for sale to
finding a home for lost puppies. (At the moment we have a
lost doll and a set. of keys in the office.)
Sixth, it is a service medium. The average newspaperman
haa a liberal education, is probably well traveled and well In
formed In many fields. He is Interested in good schools, good
government, worthwhile enterprises. He la probably also inter
ested In making a living and a fair return on his investment
in education and equipment. A fallacy seems to exist In the
minds of many people that it costs a publisher nothing to print
all the things requested In the name of public service. Nothing:
could be farther from the truth. A newspaper has one commodity
for sale white space. If the publisher gives it away, he soon
goes broke. A subscription at $4.00 a year little more than pays
the cost of the blank paper on which the edition is printed.
Without paid advertising to balance news coverage no paper can
exist. Newspaper publishers do not begrudge the space devoted
to worthy enterprises- savings bonds, Red Cross, Easter Seals,
cancer drives, TB drives, better mental health, Boy Scouts, Girl
Scouts, March of Dimes, blood bank, CARE, etc., but it does
draw the line at free advertising in its news columns of profit
making activities which should rightfully pay for advertising
space. There is no more reason for a publisher to subsidize such
activities than for a filling station operator or a fanner to do so.
Seventh, it is a public forum. This particular publisher Is
Interested in seeing the American way of life and the freedoms
won and maintained in the past preserved. He believes In prog
ress and knows that change is inevitable, but till something a
whale of a lot better comes along he's going to stand for what
we have. However, in the "Letters to the Editor" anyone who
will sign his name, keep his article short and within the bounds
of good taste may have his ideas presented.
Eighth, it is a manufacturing plant, working on a tight
schedule which must be maintained. Our other source of revenue
is commercial printing, and we are appreciative of the oppor
tunity to do this work for the individuals, businesses and
groups of the county. As this department grows, the payroll
will grow, thus releasing more money to the economy of the
county. Commercial work given to itinerant salesmen and out-of-the
county firms will not have this effect. As volume increases
better equipment can be Installed thus making better work
possible at reasonable costs. (This is also true of trading with
your other local businesses. The more you patronize them the
better they can serve you through better prices and better pro
ducts.) Finally, It is the picture your community presents to the
world. If support of the paper is strong, your publisher is able
to put out a creditable newspaper. When a stranger wants infor
mation about Morrow county, the first place he goes is the news
paper. He buys a paper, scans the general appearance, looks
over the activities of the people, goes over the display and
classified ads and asks some questions about the general busi
ness health of the area. If he gets a satisfactory Impression,
he is likely to go ahead with his mission. If he sees a newspaper
which is devoid of news and advertising, a group of merchants
obviously lacking in self-confidence and drive, a population
uninterested in community betterment, he says to himself. "This
is not for me. I'll go elsewhere." Morrow County has been able
to create and maintain a good public image but it is a never-
ending struggle. One shrewd and successful businessman here
has said several times. "A community is no better than its news
paper." It might be well to add the corollary. "A newspaper
CAN be no better than its community."
Well, folks, we've survived the past 77 years so here's to
the next and more abundant 77! aw.
TO THE
EDITOR
Pendleton. Oregon
February 2L 1X1
To tha Editor
of the Gazette-Times
lleppner, Oregon
Dear Mr. Wildman:
When I last visited with you.
you asked m to make an Inves
tigation In regard to the amount
of money spent In Umatilla
County and other places by Mor
row county people.
I find that Morrow county la
spending thousands of dollars In
Umatilla county for things that
are for sale In Morrow county,
As lleppner la my old home
town, I felt some concern about
this situation, ao I asked some
of the merchants of other towns
what they were doing to hold the
business at home. I have talked
to merchants at Enterprise, El
gin. John Day, Hermiston. and
Mllton-Freewater.
The more successful merch
ants are summed up In the following:
Hold aales at least twice a
year and clean out the old stock.
One merchant Just held a ter
rific shoe sale. He cleaned out his
winter stock and he told me that
he sold $700 In new summer
stock at regular prices along
with his winter shoes, in one
day. He said that he now will
not have to pay taxes on old
stock on his shelves. Nearly ail
the successful merchants I talk
el to told me that It Is good busi
ness to clean out the old but
ton shoes and hula hoops at a
loss. Nearly every one who
comes to these sales buys
things not on sale, according to
my Informants. Most people
cant resist going into a store
that has some kind of a bargain.
Offering bargains is like making
love to an old maid you just
can't overdo it
Most merchants depend on
the local newspaper, together
with window signs and displays,
to let the people know about
their bargains. Advertisements
should be easy to read, and have
some real attention-compelling
items played up in big type and
pictures.
Most of the successful stores
give credit but screen it very
carefully to the type of custom
er who pays every 30 days.
I wish you and the merchants
of Morrow county success in con
vincing Morrow county people
that their best bargains are at
home. It has to be a terrific bar
gain to pay to drive 150 miles
for. It costs you about 9 cents
a mile to drive your car and
9 times 150 is $13.50.
I sincerely believe that It pays
to buy at home and a lot of your
very best friends are depending
on your business to help support
the schools and churches, the
lodges, clubs, town, and county
governments which make your
life in Morrow county pleasant
and profitable.
The merchants of Morrow
county have an obligation to pro
vide the best goods at the best
prices, and the citizens also have
an obligation to spena tneir
money where it will be mutually
beneficial. A program like that
will prove pleasant and profit
able to all.
Sincerely yours,
"BUCK" LIEUALLEN
New Books
In lone
Public Library
T TJtt UIIAftT I0AXD
rul 4 th Miaul
MS) by (juftrfhy far.firM f"lJer
Tills UM will N i4 t articular
interest to boy from eight to
twelve year of E It U of
our- Paul Rr ere who at
proud of hU Fremh father. It
s from his father that Paul
learned every trick and detail cf
tmermaklng. In time he tun-am
uh fin silversmith that hU
erf atsmanthip akne would
have made him famous. But a
Paul grew older, thing happen
ed ereat tt.jn.- that drew hi
attention from hi craft. History
wa being made In fbton. and
In every part f the thirteen col
onies. Paul couldn't lt bark and
watch History march patt his
door. Not he! He had to get rij?ht
out and Join the parade! So It
happened that Paul Revere was
selected to warn the Minute Men
f Lexington and Concord that
the British soldiers were coming.
And that wasn't all he did for his
country. During the Revolution.
nd for years after, hla great tal
ents were put to use to fill many
needs of the new born United
States, Dorothy Canfleld Fisher
has given us not only an exclt
ing life of Paul Revere but also
a fascinating account of what
was happening In Boston and
elsewhere during those early
days
The Rise and Fall of tb Third
Blch by William L. Shirer. Here
for the first time Is the complete
story of Hitler's empire, one of
the most Important stories ever
told, written by one of the men
best equipped to write It. This
record Includes the testimony of
Nazi leaders and of concentra
tion-camp Inmates, the diaries of
officials, transcripts of secret
conferences, army orders, private
letters, all the vast paper work
behind a conspiracy to conquer
the world. Here Is the story of
Hitler himself, his love affairs,
his imprisonment, his passion
for the arts of war, his suicide,
and the maniacal fury which led
him to destroy the country he
claimed to love so much. Here
is the record of the German Gen
eral Staff, the brutal terror of
anti-Semitism, the degradation
of the German people, and the
little known resistance plots
against the Nazis. Here are the
reasons for Germany's failure to
Invade England, a plot to kidnap
the Duke and Duchess of Wind
sor and other Inside stories of
the war. This is an exciting book,
for those who remember and for
those who are curious now to
learn more about the back
ground of the world's present
tensions.
STAR
THEATER
Fri., Sot, March 17-18
Walt Disney's
One Hundred And
One Dalmations
Adorable black and white
puppies in this charming
Technicolor cartoon feature,
with cute songs, PLUS
Freckles
Gene Stratton -Porter's classic
of the Limberlost. Tender ro
mance and natural beauty.
Backed bv civic groups In
cluding P.T.A. In Color. PLUS
St. Patricks Day feature.
Sun., Mon., March 19-20
Elmer Gantry
Burt Lancaster, Jean Sim
mons. Powerful, hard-mtting
and controversial. Sinclair
Lewis' novel plus a few
touches. ADULT of no inter
est to children.
Sunday at 5 and 7:30
Sometimes it's better to keep all your
eggs in one basket and then let
us watch it for you.
C. A. RUGGLES
INSURANCE AGENCY
?hon 8-9625
Heppner. Oregon
Box 611
My Neighbors
snow they're t Urge
but how do row likt Ihtrat
4hri?"
30 YEARS AGO
Get Tlasss
March IL It)!
Mr mi.4 i'n?r Ul.k
cf !dw. ammpsnied by InlJ
and Harriet, w4ted Mr IM
jkrr1 father. Al Zink. nh Mr
and Mrs. Frank Mover and Mr.
sod Mf lUrr) I!re
MK PsirtcU Xlahonry has a
part In mui ferntation of
The Holy City." at fnUenity
of Oregon In Eugen on Sunday.
Wah (rocks with definite M1
aipel. S2.T. J. C Penney Co. evening In Arlington
Low n" -J tart
t S-CA1
Mdmr Clyde WrifM. JUy
Wrtr'-t and Onn Wright rr
vwilr-f at IM horn i4 Mrs. Ma
Buschke tme dsy lt we-
Mi Lu F. puHigrr. county
tt'huul superintendent, announ
ce there Mill b a .1 teacher
mertlne at LeMngtun on Friday
March ;0
Claude manager the
Mrw County Creamery and
Karl Gordon. lleppner druggit.
jnt TurwUy aftrtr,un and
N()v...sSlop up (o IHJICIv and
cut down Yourgns bills
r. j
4Z
Think of it! A BUICK wagon priced lower than
low-price-field wagons...with gas savings that challenge the compacts
Why hitch yourself to a wagon with a low
price name when you can have Buitk com
fort, ride, ro and pride and save while
doing itl Thii lizrler mvci on gai, lira,
upkeep like the smaller car, yet It's all
Unit It. with the livr-trtion "git"
from a liuick! Drive the ipec
r you
ial am
expect
d leam
why in a .March l opular .Mechanic survey
"No other American car ha received an
'excellent' rating this high in recent yeari."
BUICK SPECIAL jfeg
THE BEST OF DOTH WORLDS W
FARLEY MOTOR COMPANY
MAY S CHASE STS. HEPPNER. OREGON
Big fkdionl Big vofuail S your Bultk Dtoltr for Doubt Chck Used Carsl
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t
imrK mm .mi ijmw
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4 Jet-Air tires.
K0
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t :
rr-j II
YOU 5qq
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when you buy the All-New wMiM I
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BIG 5 POINT
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