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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (July 24, 1942)
MEDFORD MAIL TRIBUNE. MEDFORD, OREGON, FRIDAY, JULY 24, 1942. PAGE FIVE New Era Ahead for Advertisers Babson Discusses Outlook for Agencies and Newspapers "In This Our Life" Here Sunday Babson Park, Mass., July 24 I have Just been reading in a New York newspaper a most interesting advertisement of a great steel company. In effect, it constitutes a report of the pro gress this company has made in its production of steel plates for ships, bombs, and other war .materials. This company has nothing whatever to sell to the general public, but it chooses to buy considerable newspaper space to give the people some most encouraging facts. Reliance and Returns Follow Close Pattern Since the "Truth In Advertis ing" campaign of many years ago which, incidentally, was in augurated by members of the profession, the writing of ad vertisements has held to hign standards. Some copy is, ol course, in the "silly class", but, generally, agency men have made it their business to avoid mifleading statements. The pub lic has come to rely upon adver tisements. In countless instances people make it a practice to read the ads first and the news stories second. Naturally, there is some waste in advertising; but 90 percent of it is to the good. Generally, the Individual 01 firm which foots a bill for ad vertising expects his ad to "pay its way." The return in merch andise sales per dollar spent foi space is carefully watched by retailers and other advertisers In certain types of copy featur inc the sale of shoes, dresses, and various other articles of consumer goods, a merchant can determine an hour after his store opens for business wheth er or not the advertisement is a success. Advertising and Publishing Troubles Agencies and newspapers have apparently believed that the consumers goods industries must now fall off badly. As pointed out recently, I cannot agree with this position. I feel that Washington will find ways and means to supply the buying public with most of its needs. The vast machinery of manufac turing and distributing which makes up our great retail trade will be kept running. Both agen cies and newspapers have felt the shift-over to war production and are missing the revenue from pre-war advertising. They also have suffered under the Wage and Hour bill. But I be lieve if their employes will suf ficiently cooperate all losses can be overcome. The average reader accepts his paper as a matter of course, Papers are, however, as import ant to their communities as are municipal conveniences and services. Probably no single item would be missed more from our daily lives than our news paper. A newspaper is the great est buy in the world. All papers. regardless of size, are highly educational. Unlike other great institutions of learning, how ever, they are not endowed and must be self-supporting. Natur ally, what keeps a paper going is its advertising revenue. Service Rendered Community Seen Such revenue is vastly im portant not only to advertising agencies and to the papers, but to retailers, to manufacturers. and even to churches. All kinds of civic and social arganizations rely upon free notices of their activities. For this reason. I would like to see all daily news papers sell for five cents and weeklies for ten cents. We all have more of a stake ,in the business of advertising and newspaper publishing than we realize. Our papers make it pos sible for us to have each day not only our local news but infor mation from every point in the world. Washington certainly owes a debt to all papers wheth er editorially they are "for" or "agin" the administration. Ra tioning and other government controls could not be put into effect without the free publicity given by the press. The government might well underwrite a series of advertise ments prepared, through regu lar agency channels, to keep the people informed on what is go ing on. After all, as it has been said before, this is a people's war. They are paying the bills in life and property and have a right to know what is going on. Even Elmer Davis must depend upon the generosity of news paper publishers to get his stor ies across to the public. Further more, the government must ap preciate that the advertisements of our steel companies, air line i railroads, banks, and other busi ness interests are today helping Washington acquaint the people with the progress of our war effort. Today's Opportunity For Advertisers The experiences advertising men are now having may result r4 4' 'i si . s. I Olivia de Haviland and George other two. It brings to the screen Hilarious Comedy on RIalto Bill Con-1 dictments filed in New York federal court several weeks ago. He was born in Germany and came here about 10 years ago. He was naturalized in 1938. He attended the North Pacific San gerbund, which Included repre sentatives from bund units in Spokane, Portland, Ore., and Seattle. The best-preserved prehistoric cliff dwellings in the United States are at Mesa Verde, Colo. Brent play two of the four star ring roles in "In This Our Life", which comes to the Cool Crater ian theatre Sunday for a three day engagement. Bette Davis and Dennis Morgan play the ihe shocking story of a woman who would cheat, lie, steal or even murder to gain her own ends the love of the man who is married to her sister. Miss Davis plays the difficult role to great perfection. Comedy Stars on Holly Screen ft 1 Rosalind Russell and stance Moore swamp nonchalant Fred MacMurray with kisses in "Take a Letter, Darling", which opens today at the Rialto theatre for one big week. Hailed as the funniest comedy of the year, "Take a Letter, Darling", tells the hilarious story of a male secretary and his beautiful fe- male boss. MacMurray doesn't know anything about shorthand and typing Rosalind Just hires him for his good looks, neat dress and irresistible way with the ladies and his willingness to do nightwork. Others in the cast are Robert Benchley and MacDonald Carey, a nevcomer to the screen. German-American bund leader of Seattle, pleaded innocent in federal court today to two in dictments alleging conspiracy to violate the selective service act and the alien registration act. He was held In bail of $10,000 by federal Judge Francis G Caffey for trial July 28. Ottersbach, who was the unit leader in Seattle in 1940, was one of 29 persons named in in- Good Looking CCCDCIIiMfCDC gkbiitfuviibiiu Dressy Enough for Street Wear STRIPES and FLORAL? Cool! Comfortable! FULL CUT HEMS 3.98 SASSY SHOP Main St. Near First Natl. Bank El- m 1 George Murphy and Anne Shirley laugh and romance to the sweet music of Freddy Mar tin and his orchestra in "The Mayor of 44th Street", which heads the double bill coming to the Holly theatre Sunday for a three day run. pthers in the cast of this comedy are Richard Bar thelmess and William Gargan. "Butch Minds the -Baby", starring Dick Foran and Vir ginia Bruce, plays as the added comedy. in an entirely new concept of I the job that advertising in news papers can do. Many manufac turers are carrying on a most sensible campaign of paid pub licity with no chance of now getting their money back thru increased sales. I hope many other firms will take advantage of today's op portunities to emphasize stories for the public good as well as to place emphasis upon sales type of copy. Yes, I am optimis tic for advertising both as a business and as a profession for those who will stick to it "rain or shine." PLEADS INNOCENT New York, July 24 (IP) William Ottersbach, 56-year-old LIKE TO JOIN OUR Brotherhood Here is what's in it for you: A real Pilsner beer whose very flavor tastes cooL "T Crystal-clear. Bubbling with liveli ness. Silken-collared. So superbly refreshing, Pilsner lovers call it "Imported' equal." This is the Pilsner treat the Brown ' Derby "Brotherhood" enjoy in their own homes. Be a Brown Derby Man yourself . . . pick up a couple of quarts today. They'll cost you less money than you'd guess. at SAFEWAY TRY THE Either it mates Brown Derby Men out of you and jour guests or money bacil mm of Brown Derby Men ? c V Buy and cool 2 quarts of Brown Derby Pilsner. Invite several friends over. Serve with a bite to eat pouring the beer from a pitcher, the way old time Pilsner tasted its best . , not too chilled . . . and enjoyed lei ru rely, each soul-stirring swal low lingered over. If you and your guests don't agree Brown Derby equals the finest Pilsner you ever tasted, return empties to where yon bought the beer and they'll refund full price paid. 1mm BUY QUARTS-Each saves 2 metal caps for other uses. And you get more Pilsner than ever for your money I Ud4 k? g4lm ffrrwtrrf or 3tw9 -- - lm vj-a- tim x r x -w s We want to be a "Good Neighbor' so we are passing these savings along to you Saturday and Sunday. ft VITAMIN A and D TABLETS Sugar Coated, Balanced Potency 100 For 69c GET- (3X513' i:i ; hi RAND McNALLY WORLD ATLAS 25 40 PAGES IN COLOR YJATERUAll PEI1S W hara Just Installed a completely stocked cas of that fin Pant. Coma In and saa for yourself why we think they are the finest and best rallies in all Fountain Fan history. VITAMIN B COMPLEX CAPSULES Improved Higher Potency 100 For 2 29 EOo LOTION aid (I ', A ummKS 25c FACE CREAH ZXT , y C curling iron. BOTH fie Complet. For $1X5 :- GRASS SANDALS, Light and Cool . . . 15cPAL 23 PAIR . Baker's Lb. Slab FARMINGT0N MILK CHOCOLATE 25c Limit TWO POUR-SPOUT GALLON JUGS Keep Hot or Cold for Hour $2.95 Polaroid Glatsat, clip-on or regular.. '1 .93 COMPACT SEWING KITS For the Men in Service 98c Torehl Flashlight, handy size, complete.. 49c Cool Straw Sun Helmets.. 25c Norwich A-B-D-G Vitamins, 1 00 for J2 '1 .39 Khaki Soap Boxes, heavy celluloid........ 19c Khaki Water proof Toiletries Bags S119 I World Globe with stand SI 49 I Kitchen Matches, six-box carton 19c Safety Matches, 10-box cartons... 2 ,or 15c Wellington Briar Pipes.. SI and SI SO .. I B Amity Leather Tobacco Pouches.. 69c Zipper Carryall $1 Cases, water-oroofed B 69 50c Sparklet or Soda King Bulbs .39c BOX SACCHARIN MERCK POCKET SIZE OF 100 TABLETS ONE-FOURTH GRAIN 19c ONE-HALF GRAIN 23c Medford's Finest OIIE-DAY FILM DEVELOPING SERVICE 30 North Central Dial 3874 Medford's Original Price-Cutten
