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