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. WIDTHS
S&H Green Stamps
Open Tonight Until 9 p.m.
Per
Running
Foot
S-W Floor Cover Shop
709 S. Riverside Ave.
Phone SP 2-7376
ih Uniltd Stele Notional Bonk of Porfiond Membar feW Dep Wane Cwfoo
WHEREVER YOU GO...
...wherever your pleasure takes you7new Royal 76 gasoline can make driving
there part of the pleasure, too. Because it's the Vest's most powerful premium'
"The Finest-' You get it at the sign of the big 76 where, customers'
tell us, the Minute Man's service is as good as the gasoline.
UNION OIL COMPANY OF CALIFORNIA
America's finest service stations
if--