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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (Feb. 4, 1958)
any Large Firms Shift Advertising oney From TV To Newspapers Stiffer competition and in several cases, a downward trend in sales, are forcing large companies to shift ad vertising policies to the "hard see" method from the "soft sell," according to the Wall Street Journal. The paper said a number of firms are using more di rect appeals in their advertis ing , methods which involves shifting of advertising media and shuffling of advertising agencies. Greater use of news paper space and less televi sion time is reported by the Journal. Some companies are plan ning to use more ads on the local level at the expense of their national time, the paper said. Direct mail and newspa pers are receiving a number of advertising dollars former ly used on television time, according to the report. Goodyear TV Time Cut Last fall the Goodyear Tire and Rubber compary cut its network television time in half, which meant about a 25 per cent total dollar cut in advertising, the paper said. The funds saved from televi sion are being used in more direct newspaper and maga 2ine advertising, according to K. C. Zonsius. the company's advertising director. The reason the General Electric company"s total tele vision advertising activity is down is because a "great deal more is being put into local newspapers," according to a company spokesman. Another firm stepping up its newspaper advertising at the expense of television is W. P. Fuller and company, paint manufacturers. The company will attempt to sell their product direct to man agement with a campaign in business papers and maga zines, according to Palmer Field, director of the com pany's advertising. Can Concentrate Eversharp Inc. has found with newspaper advertising the firm can concentrate on areas needing sales promo tion with newspaper advertis ing rather than by television, said John Buffam, advertis ing manager of the firm. "We are trying to make every buck look like five," one large firm advertising manager said. Others added they are placing a strong ef fort on making their advertis ing dollar stretch as far as possible. The firm are also making a stronger effort to sell prod ucts rather than using "umbrella-type" advertising, the report said. At least one com pany reported it will spend about one half of the budget on "direct" production pro motion, the paper added. Firms using newspaper ads also have changed their style. the Journal's report said. Fashion ads formerly used layouts with lots of white space and prices in small type, one advertising firm said. Now companies are us ing more of the white space ' 4V s I m,. m m for information and placing the ads in large type. More Products Listed One firm, placing several large fashion-type ads, re ported to the paper they are no longer running pictures of nationally advertised prod ucts but using this space for the listing of more products. Most firms reported they would have a higher budget this year for advertising but this would be because of high media rates, the paper ex plained. The average firm polled by the Journal said the budget would rise about 10 per cent more than 1957. Some firms said the addi tional costs of advertising would be necessary to keep sales for 1958 up to the 1957 rates. The additional sums of money for advertising will ,also be used for developing trade in a new age-group or for stressing individual prod ucts which are lacking in sales m a certain area, ac cording to some firms polled by the Journal. SMALL FRY FAN Martha Mendez, 2, looks up with admiration as she receives autographed photo from Willie Mays during the star San Francisco Giant's centerfielder's first public appearance in San Francisco. Aside from handing out photos of himself, Willie also answered ques tions about his career. The Family Council Editor's note: The Familv Council consists of a Indee. a psychiatrist. three clergymen, a newspaper editor, a women's editor and two writers. Each article is a summarv of an actual report. The Family Council does not give advice: It merely reports on problems that have been dealt wna oy responsible agencies and counselors. Election Planned For All Venezuela Caracas, Venezuela tlfl Junta President Rear Adm. Juan Larrazabel says na tional elections would be held in Venezuela "as soon as the national interest" dictates. Larrazabel refused to set a specific date for elections. He said the political situation re mained too fluid for such pre dictions. However, he said the junta would coordinate whatever actions are to be taken with regard to elections with an eye toward "public opinion. which remains the guiding factor in this issue." . The junta chieftain issued his statement as Venezuelans once again took an active part in politics. 8? A f CONVICTING Marine Ser geant Adrian M:Lane, Phil adelphia, of cruelty to Navy brig prisoners, court-martial at Tokio .sentences him to two years hard labor in prison. (International) Tokyo ilTt Lt. Col. Stan ley F. Levin. 50, Army legal adviser to William S. Girard during the controversial man slaughter case, died of a heart attack today. Levin was stricken at his quarters in Tokyo and died en route to the hospital. - Mildred T. We should send Phyllis away for a year. Gilbert T. She always ducks out of her responsibili ties. Mildred T. "My husband and I have been married for 18 years yet we have never gotten along from the first day. We probably should have separated, but we decided to stay together for the chil dren's sake. Yet I wonder if it was the right thing. Our daughter, Phyllis, is now 17 and terribly unhappy at home. At times I feel she actually hates us both. When she is angry, she always throws it up to us that we should have been divorced. I would now like Phyllis to spend a year with my sis ter, who lives in another state. My sister's children are grown up and married and she is rather lonesome. It would do us all good to get rid of some of the tensions in our home. Gilbert T. This is typical of my wife. If anything is too much trouble, she tries to duck out on her responsibili ties. When Phyllis was a bab by, she always had this same sister coming over to help her even though any normal woman is able to care for her own child. Phyllis is now at an age when she needs a mother's supervision. My wife can't handle her. Phyllis has no re spect and disobeys all the time. So Mildred figures she'll just ship her off. try to see that there can be many forms of love, but none will withstand a constant on slaught of bitterness and re criminations. They should rec ognize that their common de sire to create a home for their children represents at least one powerful love bond be tween them. They need to feed this bond with mutual re spect and consideration. It would undoubtedly grow if given the proper nourishment. Once they have helped themselves, Mildred and Gil bert will be in a better posi tion to help Phyllis and their young children. (Copyright 1958, General Features Corp.) Fish Wins Round In Local Contest Of Toastmasters Wilbur Fish, Medford In surance, was the winner of the fifth elimination of the Jackson Toastmasters speech contest. His topic was "Vocal Sense to Earn Dollars." In the close race Harold Soballe, mechanical designer, was second with a speech en titled "Sunshine" in which he told about the use of solar energy. Norman Matteson, Boyle pharmaceuticals sal e s m a n, told about a universal anti dote for poison, "Res-Q," with his speech, "Would You Like to Save a Child's Life?" Various topics for the re mainder of the members were arranged by Jack Cummings. Harry Marshall won the beret and brush awards for his top ic and tardiness. Speakers scheduled .next Monday for the final elimina tions' are Wayne Venekamp, Neal Arant, Weston Crow, George Jennings, Art Lusk, Herb Partridge and Calvin Smith. Robert Harland will be toastmaster and Curt But terfield will be topicmaster. The winners of the six eliminations will speak Feb. 17 to determine three final ists for the joint meeting with the Medford club Feb. 22. A winner from each club at this meeting will compete in an area speech contest to be held in Medford during March. The Yukon, 2,300 miles long, is the fifth largest in all North America. PHOENIX Tractor Injures Woman By LILLIAN KNIGHT Phoenix Mrs. C. H. De busk, Pioneer rd., Phoenix, received a broken leg Thurs day, Jan. 18, when a tractor she was driving overturned in a six foot ditch. After extricating herself from beneath the machine she was unable to get out of the ditch and remained there for about three hours before her shouts were heard. She is still in traction at the Sacred Heart hospital, but she may have visitors. Mr. and Mrs. William Red mon are making their home at the Anderson trailer court after their marriage Jan. 7 at thp Methodist church in Reno. Well, it just happens that ngv Mrs Redmon is. the for mer Sally Boyd of Talent and a graduate of Talent High school. Redmond also attend ed Talent High and is now a logger. this sister of Rludren s is a lot like her. She thinks she wants Phyllis now, but if any problems arise, she won't want to be bothered. She'd think nothing of going away, for the week end and leaving Phyllis alone. The Council: A year's visit in a happy home might give Phyllis a pleasant respite and help her toward a happier general outlook. However, if Gilbert is giving a truthful picture of his sister-in-law, this home would hardly be the one for her. In any case, since they have other children, Mildred and Gilbert cannot afford 'to take a shortsighteu view of this problem. The younger chil dren will soon reach the age when they will clearly reflect the bitterness that corrodes the family life. . . i Mildred and Gilbert should j recognize that tneir decision i to "stay together for the chil-J dren's sake"' has been half-' hearted. Such a decision in volves more than remaining together under one roof. The decision needs to be imple mented by the emotioal force of love if the goal is the crea tion of a happy home for chil- dren. Mildred and Gilbert should 9. He was named after his fa ther and after his grandfather on his mother's side, Ray mond Furry. R. J. (Larry) Lawrence has j reopened his shop on the high- i way and now spends some j time each day there. Glen j Knauber is working with him. The name of Mrs. George Bourne, newly elected instal ling officer for the Phoenix Thimble club, was inadvert ently omitted from the list of officers given in the last issue of this column. Roy Junge is in. the Osteo pathic hospital in Medford where he underwent surgery last Saturday. Michael Raymond, not Mi chael Patrick, as was previ ously announced, is the name given to the son born to Mr. and Mrs. Michael Popow Jan. PRINT SPECIAL EDITION Atlanta (IB The Atlanta Constitution published a "sat ellite" edition today devoting its front page to news of the Explorer and a color photo graph of the Jupiter-C missile leaving its launching pad. The normal front page ap peared on page 3 along with the full masthead. Salem (IP) Gov. Robert D. Holmes has appealed to the Navy Department in an effort to keep the Navy's ; Bureau of Ships from moving its floating drydock from tfie port of Portland. SAVE SAVE S. Riveride & S. Central 'On the Point' CHECK FORD TICKETS &WT FOR FREE T.V.. I M HJ? UU J Awarded from Feb. 26 Tickets NUMBERS POSTED JAN. 29th for 7 Days NEXT FREE FORD FEB. 26 fjj 111 ' : r ... k IX M Tuesday, February 4, 1958 MEDFORD (OREGON) MAIL TRIBUNE THREE TAKING HIS FOURTH WIFE. Cornelius Vanderbilt Whitney, 58, millionaire sportsman, and his bride, former Mary Hosford, 32, smile in Carson City, Nev. (International) Quotes From the News - By UNITED PRESS New York Author Grace Metalious, in announcing her intention to divorce the husband she married at 17, to marry her manager: "I don't think the things j'ou want when you are 17 are the things you want when you are 33, not by a damned sight." Washington Lt. Gen. Donald L. Putt, deputy vchief of staff for development, on the possibility of man centering space: "Today we are poised at the very edge of sustained jour neys by man into outer space." Glen Cove, N.Y. A spokesman for the Glen Cove Com munity hospital, on the progress of Los Angeles Dodgers' catcher Roy Campanella: "The patient is cheerful and slept well during the night." Washington Chairman John C. Doerfer of the Federal Communications commission, on charges fcy the House Com merce subcommiilee that he submitted fraudulent costs for expenses:- ., "I hope my whole career, my character and my reputa tion are not to be attacked and judged on the basis of charges which seem to question whether I have ... properly con strued governmental regulations concerning per diem allow ances.'" Lincoln, Neb. William Fugate, father of 14-year-old Caril Fugate, after his daughter was charged with murder along with her boyfriend, confessed killer of 11, Charles Starkweather: "I haven't given her the love a father should. If she's found guilty, I'm as guilty as she is." Bubble Truck To Gel Test Run Baltimore. Md. OP) A suburban Baltimore man plans to "drive" a bubble borne truck to New York over the inland waterways this summer. Hiram W. Woodward, of Riderwood. unveiled his water-going truck in a trial run on Chesapeake Bay. The pickup truck is mounted on a 32-foot ferry which is in turn supported by sections of plas tic foam. Woodward explained that propulsion f the unique craft is accomplished through a power takeoff from the rear wheels. The steering gear of the truck also provides direc tion for the ferry on which it is mounted. Woodward said the low density of the foamed plastic makes the craft in effect one large life pre server. The craft, labeled the X-4 by its inventor, is a modified catamaran design to insure lateral stability. The pontoons are four feet wide and spaced four feet apart. The draft is about 12 inches when the craft is fully loaded. Woodward, a professional engineer, s?id the experimen tal craft may open the way to use of the foamed plastic in other fields and other ways. He said it might be utilized in construction of large-size ferries for commercial use and for diving platforms and floats in swimming areas. London (W It could have been nostalgia. At least, that is the only explanation for the fact that thieves broke into the prison Sunday and escaped, apparently without Holloway jail officials have taking anything. PRESENTS LETTER Tehran, Iran (IB U.S. Am bassador to the United Na tions Henry Cabot Lodge pre sented Shah Mohammed Reza Pahlevi with a letter from President Eisenhower Sun day. Contents of the note were not revealed. Lodge is on a tour of several Middle East and Asian nations. The average consumption of electric power on the REA lines serving Kentucky in creased from 90 kwh in late 1947 to about 205 kwh in late 1954, -more than twice as much. 1! RCA Victor. 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