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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (Oct. 7, 1957)
TEN MEDFORD (OREGON) MAIL TRIBUNE Monday. October 7, 1957 Red and White Packages Help To Sell Smokes, Research Declares By ALFRED LEECH United Press Correspondent Chicago OP Red and white packages help sell cigarettes. Tail fins boost automobile sales. And cutting the price of a beer might reduce the sales, too. These are some of the findings of motivation research. Here are ethers: Women don't like triangles. Most people like ovals. People who drive dilapidated cars fre quently have marked inferiority complexes. Martin J. Corcoran, a leading exponent of the "depth inter view" in determining what peo ple will buy, was the man who found out about the dilapidated RETURNING TO BULLRING in Barcelona after lengthy absence in Argentina, Mario Cabre, onetime suitor of Ac tress Ava Gardner, is gored by bull. Physicians said wound was not serious. He's been appearing in films. (International) Ey Sup rorf i ems Caused er Tankers' equiremenfs By ROBERT SHORTAL United Press Correspondent New York dPi Supertankers are carrying some giant-size headaches along with their car goes of oil products. These giant tankers, ranging in size up to 85,000 tons, can carry in one voyage enough gasoline to fill the tanks of near ly 2,000,000 cars or supply the oil needs of a jcity the size of Cincinnati for a month. The post-waj revolution in tanker sizes has, been triggered by a growing demand for more oil and an all-out effort to cut transportation costs. At present, these sea-going giants can haul petroleum products half - way around the world for as little as three cents a gallon. But this revolution has result ed in a massive headache for the world's leading seaports. Many ports are forced to under take multi-million dollar expan sion and modernization pro grams to accommodate these super-tankers and remain com petitive in the lucrative petrole um trade. Terminals Too Small The problem is especially bad in the United States, where many key refining and terminal facilities were built long before the advent of the supertanker. They're just not able to handle the- big ships. In addition to shallow harbors and channels, the continental shelf imposes some severe nat ural limitations on the size of ships which can come into our Gulf and East coast ports. The West Coast has a number of deep water ports. New York City, the world's busiest seaport, is only a third rate stopping place for tankers of 40,000 tons or more because of narrow and shallow channels. The vast complex of refineries in the New York area is located on the New York and New Jer sey channels, neither of which can accommodate the bigger tankers. The great ocean liners use the main Ambrose Channel into the harbor. New York is not alone with this problem. Philadelphia dredging a 40-foot channel and mapping plans for a 50-foot channel. Deeper channels on the Delaware river have led to a recent refinery expansion in the area, with more to come. L.A. Is Building Los Angeles is building a su per-tanker terminal in the outer harbors, including a 45-foot channel and" a pier big enough to accommodate ships 1,000 feet long. The U.S. Army Corps of Engineers is studying the feasi bility of deepening channels in the San Francisco Bay area. At present, the 85,000-ton tankers must pump oil into light ers outside the bay area in order to raise themselves for the chan nel voyage. These supertankers require at least a 50-foot chan nel when fully loaded. Overseas Expansions In some Middle East ports, piers are built to run one mile out, where supertankers can un load via underwater pipelines. New York, however, cannot handle the 85.000-ton giants. The port of New York authority has asked the Engineers Corps to deepen channels from 35 to 45 feet. This would oermit ships up to 60,000-ton to deliver oil at many of New York's 48 tank er berths. The authority estimated that if the 30 million tons of petrole um coming into New York each year were carried in 46,000-ton tankers instead of smaller ones as at present, transportation costs could be cut by $30,000,000 a year. Overseas, Belgium, France, England, Japan, the Philippines and Brazil are planning or work ing on harbor improvement pro grams because of supertankers. During World War II and the immediate post-war years, near ly all the oil moving by sea was carried in 16,000-ton T-2 tankers. At present, tankers ranging in size up to 106,500 ton are under construction. These ships will be around 940 feet long. The Queen Elizabeth is 1,031 feet long and weighs 83,000 tons. An average person reads sil- is ently twice as fast as orally. nterested in Interest? Open or add to yonr savings account on or before OCTOBER $ and earn t 'a '.vflGffV-: interest from n CTOBER U MEDFORD BRANCH cars. Corcoran's firm, advisors in management, was retained to study consumer attitudes toward repair garages. His interviewers asked each subject to draw a picture of a car. Would Rather Trade All the drawings fell into three major types. There was the long, sleek job with all sorts of doodas. This was the case of the exhibitionist. The survey showed he. wouldn't spend mon ey on an engine overhaul or re pairs that would not show. He'd rather trade for a new car. Another type of "drawing re sembled a sherman tank. The windows were narrow slits. The car was massive. The owner ob viously was trying to build a wall around himself. "This was the ear of the sus picious, almost paranoid, per son," Corcoran said. "The kind who is sure the garage is trying to gouge him on the repair bill." Then there was the jalopy. "People who drew this sort of car very often were drawing the car they drove," Corcoran said. "And they were strongly attach ed to it. Keep It Going "They were good prospects for spending money on major re pairs. Because of their self-identification with the car, they wanted to keep it going." Corcoran's firm also analyzes television commercials, sales campaigns and other aspects of 'marketing. He recalled the case of a brewery. The firm cut the price of its premium beer four cents a bottle in hopes of tapping a new mark et of 2 million customers. Not only did it fail to gain new cus tomers, it lost some of its old ones. "Some felt the quality of the beer must have deteriorated be cause the price had been - low ermed," Corcoran said. "Actual ly the beer was exactly -the same. But it was no longer regard ed as a "premium" product. It had lost some of its "snob ap peal." 4 WALSTON & CO., INC. - Memben N. Y. Stock Exchange 127 7. 6th St. Medford SP 2-7194 PRINT LINOLEUM 9-FT. 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