Image provided by: University of Oregon Libraries; Eugene, OR
About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (March 9, 1950)
TWO MEDrORD (OHEGON) MAIL THIBUNE Thursday, March t. 1950 It's Little Noises Which Annoy Tender Of Golden Gate Fog Horns San Francisco, Mar. 9 U.R The man who tends the Bay area's powerful fog horns said todav that a fingernail scraping against glass annoy's him more than the building-shaking blasts of the giant horns. James G. Bnen, 24-year-old coast guardsman from Sacra mento, said the slight clicking of the timing device in his radio beacon "is more disturbing than the horns," whose blasts can be heard for eight miles. 24-Hour Watch Kept . Brien is slationed at the Point Bonita station which clings pre cariously on a cliff at the en trance to the Golden Gate. There Authority On Red Activities Set As Speaker Monday Medford's organized armed forces reserve units will spon sor the appearance here Mon day. March 13, of Lt. Col. Wil liam D. Browne, Portland, one of the Pacific northwest's most active leaders in fighting the lubversive efforts of the com munist party. Browne, a counter Intelligence corps reserve officer, will give an illustrated lecture at 8 p.m. at the girls' gymnasium In the Jun ior high school. It Is open to the public. Heads Committee Detective captain of the Port land police department, he has been Identified with anti-subversive activities In the United States for a number of years. He is chairman of the anti-subver-aive committee of the Oregon American Legion department. Browne gained a claim to fame when he engineered the placing of Merrill Bacon as a card-holding communist party member. Bacon became secretary of the northwest area, was entrusted with the party roster and other records and turned these records over to Browne and itate and federal authorities. Discovered Files During the war Browne was instrumental in liquidating con siderable subversive work. He lone discovered in a paper mill near Munich the master file of nail party membership. Browne, a recognized author ity in his field, has files on many organizations. It is reported that Orgon ranks fifth among the states in number of card-holding communists. Reservists and others interest ed from Grants Pass are expect ed at the meeting.. Reservists will receive retirement credits for attendance. Properly Owners Get Cooperation of Mills Cooperation from all mills' in the Medford vicinity in the mat ter of controlling soot, ashes and unburned materials emitted from burners, is anticipated soon, ac cording to members of the Jack ion County Property Owners association. President A. E. Eltemiller said that committeemen at a recent meeting reported courteous re ception by mill owners contact ed. Committeemen will call on othe rmill owners soon, he reported. The garbage disposal matter was also discussed at the meet in gand members commented on the Improvement at City Sani tary Service company operations in collecting garbage from resi dential premises, Eitemiller said. Property owners having legiti mate complaints were advised to c"ll at the company office. Next meeting of the associa tion will be the first Thursday in April. the coast guard maintains a 24 hour watch operating a light, radio beacon and the horns. In foul weather, the horn blasts four times a minute in a distinctive pattern. It blows for one second, is silent two seconds, blows 2 seconds and is silent 25 seconds. Then it starts all over again. It goes into operation whenever visibility drops below five miles. "We only notice the horn when it first slarts operating and when it stops. I guess you can get used to anything," Brien said. "We don't wear ear plugs or anything like that," Brien con tinued, "and I know of no one who has asked for a transfer because of the noise." "But," he cautioned, don l stick your head in front of the horns unless you want it prac tically knocked off." Not Sensitive . Living with the "big noise hasn't made him sensitive to !"Id like good-sounding uto horns especially loud ones, Brien said. ' But he can still be startled by "loud bangs, like a door slam Information as to the exact loudness of the horn is restricted but under normal conditions it can be heard eight miles at sea. Weather fronts, however, may bend the noise or cause it to skip. When the signal skips, it may not be heard at all a few miles out, but be quite loud 10 or 12 miles from the station, Brien said. The Point Bonita horn has op erated continuously as long as 58 hours. Over a 21-ycar period, t U. Annrntnrl on UVPrflgC nf 911 hours annually. The Point Reyes horn is tne aisincv uio pion with 1.600 hours. Auxiliary Compressor The short-barreled dual horn . na.nnnnH air nressure uuriairs ni uv - , maintained in two large tanks by an electrically ariven oraii sor. A gasoline driven compres sor is kept ready as a standby for emergencies. The station can be reached I.. - fnn( rlnwn A winding path above the swirling ocean. T. . - i I Bn4 finnllv tnrougn a mime a,, -----' nrross a narrow catwalk 300 feet above the sea. lady Of Fountain' Now On Junk Heap Macon, Ga. (U.R) "The Lady of the Fountain," who once needed the metal umbrella she carries to protect her from a storm of abuse by Macon women, has turned up here again at the top of a Junk heap. In 1018, the "Lady" decorated the fountain in city hall park. That was before the women de cided that her lack of clothing was a public disgrace. One group petitioned the city council to remove the statue and the controversy attracted nation wide attention. Modesty pre vailed and the "Lady" was re moved. , The story of the statue was al most forgotten until a reporter discovered her In a junk yard. She needs a coat of paint and her umbrella is in bad repair but the foundain lady still has charms. ORDERLY RETREAT ilolyoke, Mass. (U.R) Mrs. Joseph Dion set about efficiently to rescue her six children when fire broke out in their home. She picked up her year-old baby, roused the other children and ordered them to fall in line be hind her. The entire family marched in a column to safety. PAID AS THEY DANCE Decatur, Ga. U.R The Deca tur high school TNT club found a new way to insure regular at tendance at a series of dancing lessons. The lessons actually arc free; the teen-agers pay 50 cents at the beginning of the course and a nickel Is refunded on each attendance. 5 HtiHUU feather-light . sweeping Sweeps much cleaner laitt 5 timet longer Beautiful colors gold, red, blue No broken brittle No clouds of duit No run-down heel toss mm so ft. 98 JfellEE Why ritV breakage, toiled clothes, and extra work when you can have ttronger, smoother, wipe-clean Kor dire! A proven clothetlint luccett gel yeurt today. Wipes Clean With a Damp Cloth) Twice at Strong at Ordi nary Clotheiline! Almost No Stretch! latlt Many Timet longer! 'Hopping John' May Become Army 'Dish' Fort McPherson, Ga. U.R) Military officials here believe that "Hopping John" some day may be as well known in army circles as spuds and Java. Hopping John is a southern dish consisting of blackcyed peas and ham hock. Quartermaster officials in the third army's food service sec tion announced the dish to sol diers as the combination "we'd most like you to try." That's what soldiers stationed at Fort Bragg and Fort Bcnning will do when Hopping Joh l will be served at all messhalls. If the troops like it, military officials said, blackeyed peas will become a standard part of the army menu. Portland Watchman Uses Gun On Prowler Portland, Ore., Mar. 9 (U.R) Portland police said today a night watchman at a large down town service station and garage shot and wounded a prowler last night after the intruder had jumped the watchman and gagged him. Police captured the prowler, who gave his name as Irwin Sehroeder, 30, San Francisco transient. The night watchman, Holland Bowers, about 71,. was jumped as he entered the Broad way one-stop service station and garage. Sehroeder gagged Bowers but did not tie him. As the prowler pushed the night watchman far ther into the building where it was dark. Bowers pulled out his .25 revolver and shot Sehroeder through the left shoulder. Schroeder's condition was not serious, according to police. RIGHT FIT IMPORTANT Boston U.R The 9.872 foot doctors in the United States would lose 75 per cent of their patients if people wore the right kind of shoes, according to the National Foot Health Council. Ninety-nine per cent of the peo ple are born with perfect feet, the council said, but are started on the road to ruin by improper shoes. San Francisco's present char ter was ratified January 9, 1932. illiii DOCTOR GETS BONUS Fort Worth, Tex. U.Pj Dr. U. G. Holt reported a case of pocket-picking in reverse. He found an extra wallet In his pocket with $12 cash and no identification. Ttirrr tnws MPTlvr 1 Portland. Ind. U.R Sheriff Clarence Bishop reported $10,000 was stolen from the home of Mrs. Albert Keen, but was found three days later, hidden in a piece of I tile about 400 feet from the home. Bishop theorized the thief got much more than he had ex pected and was afraid to steal so much money. 17 Powell at Market LOCATED IN THE CENTER Of SHOPS AND THEATERS RATES FROM Sa.00 TRU-MIX CONCRETE Speeds Work Saves Money Leveling Excavation Air Compressors for Rent QUICK DELIVERY ANYTIME ANYWHERE Tru-Mix Concrete Co. McAndrewi Road Phone 2-S271 One of America s Greatest Retailers Points the Way to ORE SALES TODAY M AT By Richard H. Edwards, Jr. Vice President, Jordan Marsh Co., Boston One of Americas Greatest Stores Our large use of newspaper advertising should be an interesting subject for explana tion. I am confident that the question that comes first to your mind is "Why do you use it?" and, second, "How do you justify such use of newspaper advertising?" It is not very complex ... not difficult . . . not mystical. It is very, very. simple. We do use the largest black-and-white newspaper advertising of any store in the world. COSTS ARE WELL BELOW AVERAGE Now, the purpose of all advertising pri marily.is the creation of traffic and resulting sales. The ability to obtain satisfactory re sults at proper costs is the determinant fac tor as to whether or not the usage was proper. History and naked fact is the best proof of ivhether our policy is correct. Regarding sales, let me tell you that we have consistently bettered the Federal Re serve average for the city of Boston. At the same time, using such linage as we do, our newspaper costs in relation to sales are as low or lower percentagewise as those of the average stores of NRDGA whose volumes are $50,000,000 and up. That is the simple answer as to why we make such use of the newspaper medium of advertising. Sales results are better than competition by actual recordCosts are as low or lower by actual measu.v I know that another question is "Will your advertising use of this medium con tinue at its high level?" can see no reason whatsoever why it should not so continue. SALES RESULTS GOVERN DECISION Costs being dependent on sales volume, if that volume continues at a high level, so will the advertising use of the medium. Therefore, it behooves newspapers to do everything within their power to assist the advertiser to maintain sales at the high level in order that they may maintain the usage of advertising at corresponding high levels. I believe each newspaper ... is a vehicle on which we can ride to display our mer chandise to the consumer. The big problem is the use of the proper vehicle with the proper merchandise tit the proper time to reach that desired consumer. WHAT ABOUT TELEVISION? I believe television Is a good and grow ing and coming medium, but I do not think it will take away anything from the news papers. The newspaper is the only medium that permits advertisers to present their mer chandise simultaneously before the same public and provides thereby the perfect opportunity of equality for competition. No other medium permits it to anywhere near the same degree and the success of one store or the other is dependent on the ability of the public to discern which is the best value and who has made the best presentation. NEWSPAPERS REACH MORE PEOPLE .ilso, newspaper advertising ... is the only medium which permits an advertiser to reach the greatest and most complete cross-section of the public. Many magazines direct. their reader ship to classes of readers . . . those interested in fashions, home furnishings, sports, etc. Radio or television solicits by its pro gramming ... an audience along the lines of amusement or news and leaves such selec tion to the choice of the audience itself. But the newspaper presents all these features to all classes of people simultane ously. BIGGEST COVERAGE AT LOWEST COST Further ... the newspapers offer the greatest possible circulation at the lowest percentage of cost. I know I am correct when I credit news paper advertising with a major role in the success of Jordan Marsh sales accomplish ment. It isn't done with mirrors. COST A lot of cold-blooded analysis of results has gone into the calculation of the adver tising appropriation. We know what we must have to succeed . . . and we know wherein we can fail. NEWSPAPER TIMING FAR SUPERIOR Another vital factor is timing. Merchan dise which arrives in our store this after noon can be, by dint of hard work on the part of the newspapers, presented to the public within 24 hours in the newspaper. This . . . virtue ... is shared with radio, but we do know the newspaper will be printed tomorrow. We do know its circula tion. And it would be necessary for us to see if we could find or buy radio time on the spur of the moment. Remember, the newspaper is the one great advertising medium that awaits the convenience of the reader. A newspaper ad lives for hours . . . some times for days. It is not received in a fleet ing moment. It does not have to register within a brief time or be lost forever. It enters the home and is available to every member of the family at a time of his or her own choosing. AGENCIES' OBLIGATION UNDERSCORED Now I would like to address the adver tising agencies. I think the agency has an obligation to guard against permitting a client to put too much advertising money into an unproven medium of any kind. Agencies should not .?. be exclusively radio or television agencies or magazine agencies or newspaper agencies. They should be partners in the proper use of advertising expenditures to bring about the desired result for the client as efficiently and economically as possible by making use of the proper media to do so. I believe agencies can learn a lesson if they will make a study of the advertising habits of some of America's largest depart ment stores and their distribution of adver tising dollars. This newspaper is equipped to give you and all advertisers and adver tising agencies substantial practical help toward more efficient use of your advertising dollar. Why not let us tackle your problem today? . . . what effect is television . a preen- , going to tation both visual and auditory . have on the advertising dollar? Bsweaw Off Acm)j AMERICAN NEWSPAPER PUBLISHERS ASSOCIATION of which this newspaper and approximately 1,000 others are members From n aHmt Ffhrttiry 7, 100. trie Advfrtiiing Club t BnMifl, MAIN AT RIVERSIDE PHONE 2 6189 HUBBARD BROS., Inc.
