FOUR MEDFORD (OREGON) MAIL TRIBUNE
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hjblished Daily except Saturday by
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WEST-HOLIDAY CO.. INC.. Of
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troit, San Francisco. Los Angeles,
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ASSOCfAT
Flight 'o Time
Medford and Jackson County
History from the files of The
Mail Tribune 10, 20, 30 and
40 years ago.
10 YEARS AGO
Fab. 14. 1948
: The Democratic Central
obmmittee holds its campaign
kick-off" and rally meeting
at Medford hotel.
: A public hearing to consid
er revision of minimum
, prices paid producers for
fluid milk and wholesale and
retail prices to consumers in
tiie Jackson county area
scheduled soon.
20 YEARS AGO
Feb. 14. 1938 (Monday)
- Rogue Snowmen were ad
mitted to full membership in
the Pacific Northwest Ski as
sociation, at meeting in Port
land. : From Arthur Perry's Ye
Smudge Pot column: "A num
ber of thrilling attempts by
speed idiots to beat the cross
ing to the train have been re
ported.'" 30 YEARS AGO
Feb. 14, 1928 (Monday)
Five school age boys being
held by police) for investiga
tion on larceny charges after
their arrest Saturday.
President Arnold Bennett
Hall of the University of Ore
gon arrives in Medford to
give auuress ai uie annual
Lincoln banquet here.
i -i ) a i i
40 YEARS AGO
Feb. 14, 1918 (Friday)
The Medford school board
at a special meeting Thursday
noon rescinded its action
Tuesday evening in which it
ordered Junior Red Cross
funds turned over to each
school chapter. ,
The Medford Elks hold im
promptu observance of the
50th anniversary of the found
ing of their order.
What's Your I.Q.?
la. .
run or tan correct is superior;
seven or eight is excellent; five or
six is good.
1. which city in Europe
has been called the "Eternal
City?"
: 2. Bible: According to Gen
tesis, man was created on
which day?
3. What is the comparative
Centigrade reading for 212
degrees Fahrenheit?
- ine uavis uup" is aw
arded for what kind of sport?
5. In the "Sleeping Beauty"
fairy tale, how long does the
princess sleep?
: 6. Name the founder of
Boys Town (Nebr.)?
- "7. What are the residents of
Israel now called?
; 8. Where in New England
are Harvard and Yale uni
versities? -9. Louis XTV was the fath
er, brother, or great grand
father of Louis XV?
: 10. Do turtles have teeth?
: 'Answers: 1. Roma. Italy. 2.
The sixth day. 3. 100 .degrees
"Centigrade. 4. Tennis. 5. 100
Years. 6. Msgr. Edward Jo
seph Flanagan. 7. Israelis.
$. Harvard (Cambridge, Mass
achusetts); Yala, (New Hav
"n, Connecticut). '9. Great
grandfather. 10. No.
Bend Man Files for
State Representative
; -Salem Of) Ole W. Grubb
cPBend, filed Thursday for
Jhe Democratic nomination
for state representative from
De schutes county. Grubb is
Hie present representative.
: Xharles K. Hines of Eugene
Hied for the Republican nomi
eation for state representative
irom .Lan county.
SOB I
Suckers and Squares
It's funny how the
influence susceptible people.
What, for instance,
"square"?
We'd always thought of a sucker as a slightly
stupid citizen who would fall for any gag or
gimmick, shady or otherwise, that brings him up
on the short end of the stick. A square, m our
lexicon, is a guy who gets absolutely no fun out
of life, and rather objects to those who do..
DUT, in the opinion of S. R. Bernstein, editorial
director of Advertising Age, some current
usage of these slang terms has given them a cyni
cal and ruthless twist,
follows:
Sucker A person who pays his traffic fine when
he gets a ticket, instead of bribing a cop; who pays
his property tax or his income tax without chiseling;
who gives his job an extra five minutes of time or an
extra ounce of effort, or who gives his employees
more pay or more consideration than is forced out of
him by a tough union; who is a decent citizen, who
. lives up to the rules, takes no unfair advantages and
cuts no tricky corners. And who, in return, gets noth
ing but contempt from his fellow man.
Square A person who differs from a sucker prin
cipally in that he is younger; who is a square, perhaps,
because he wears the wrong kind of pants or combs
his hair the wrong way, but who also may be a square
because he's unwilling to join a truancy parade, or
because he doesn't want to steal, or slug a rival, or
snatch a woman's purse.
DERNSTEIN appeals to
fme va ai?1tt 4- ta
elers, hoodlums and juvenile delinquents less
popular and less attractive."
In the context of today's sometimes mixed-up
society, this is not an easy thing to do.
But if the word "sucker" is used to apply, as
it should, to the guy who thinks the easy buck
is the best one, and the word "square" to the
joker who thinks squealing tires or swiping hub
caps is gay, mad fun, then maybe we'd be a bit
closer to an honest and realistic sense of values.
E.A.
Advertisings Added Value
If one feels poorly, and is convinced that a
certain type of pill will be of assistance, and takes
the pill, and thereupon feels better, that person
would be difficult to convince that the pill did
no good even if it were demonstrated that it
was nothing but sugar or soda.
Doctors are familiar with this phenomenon,
and even have a name, "placebo," for that type
of pill. They know, better than the patient, that
under certain circumstances a harmless, but
medicineless, pill, can help a patient.
The thing is, the patient must be convinced
it WILL help him.
A WRITER in the current Harper's magazine
" sees in this psychological trick a justification
more than that, a valid reason for much of
what advertising does these days.
Not, he makes clear,
rush out and claim that
far from it.
But he does make the point that advertising can,
and does, create "extra value" for products, and
that while the "extra value" not only makes a
difference in consumer choice, it also is an
entirely valid value to the consumer. And the
consumer is the important one to please.
Ihe old theory that
wants" is true as far as
stimulated economy, the
declares that the extra value theory is more in
accord with the facts, and offers, a better basis
for the self-respect of the industry.
MOT that the advertising profession really
L needs theories to bolster it up, for its accom
plishments are real and considerable.
There is bad advertising, of course, just as
there are bad people. But the values of advertis
ing, to producers, salesmen, consumers to the
economy as a whole is incalculable.
Advertising creates mass markets; it stimu
lates the desire for better quality (the "extra
value") ; it is the lubricant of the market place,
and it is not too much to say that it has had a
lot to do with the' creation of the American
standard of living, highest in the world.
These thoughts are appropriate inasmuch as
this is Advertising Week, designed to call atten
tion to the role advertising plays in America
today.
THERE is another, little-known job advertising
has done, which has had big results the
stimulation of fund-raising appeals, national
campaigns of information and persuasion, and
the promotion of good causes. This job has been
done by the advertising industry through the
Advertising Council, a non-profit public-service
organization.
It has conducted informative campaigns for
support of better schools, aid to higher education,
armed forces recruiting, forest fire prevention,
Red Cross and United Fund support,, mental
health information, traffic and home accident
prevention, health inf ormation, U.S. savings bond
sales, religious emphasis, and others.
These it has done at no cost to the agencies
benefitted, and as a "good citizen" in American
public life.
Because of these things, it is entirely correct
to say that the nation would be different and
poorer if it were not for
Friday, February 14, 1958
wray words are used can
is a "sucker"? What is a
so that they come out as
advertisers, and to citi
v1 - 4- Ifwtnlr. aI
that advertisers should
placebos are cure-alls
advertising creates
it goes, and results in a
article states, but it also
advertising. E.A. ,
'Well? Ooxxk bonk mi
Matter of Fact
THE BUSINESS
OF POLITICS
Washington (IP) The
members of the Federal regu
latory agencies might be com-
iiyj, iMmiuuii, , f 'mice
trying to rjde
tigers in the
dark. To put
the matter
more con
cretely, they
are relatively
low:paid, little
known men
who are sup
Stewart AJsop
posed to exer-
cise life and death power over
a huge segment of American
industry. And they operate in
the dark most of the time,
since ordinarily the press and
public pay very little atten
tion to what they are doing.
The Federal agencies are
getting more than their share
of attention now, of course, as
a result of the tremendous
ruckus in the House Subcom
mittee which was supposed
to investigate them. One rea
son for the ruckus is obvious
ly the personality of the fired
subcommittee counsel, Dr.
Bernard Schwartz, who ap
pears to be that not unusual
phenomenon, a foolish man
with a high intelligence
quotient. But there are other
reasons why the row has
stirred up such fierce emo
tions, and they are worth
examining.
The historian Sydney Hy-
man has suggested that the
regulatory agencies have more
power, in terms of "decisions
which count most in the day-to-day
life of Americans,"
than the President or the Con
gress or the Supreme Court.
This may be putting the case
too strongly. But it is cer
tainly true that the power of
the agencies is, at least
theoretically, immense.
THE agencies decide how
much the citizen will pay
for his rail or air ticket, or the
gas for his stove, or who owns
the television station whose
program he watches, and so
on. In the process, the
agencies make decisions which
run into many millions of
dollars of profit or loss for the
industries they regulate. Who
are the men who make these
extraordinarily far-reaching
decisions?
Some are unquestionably
able and dedicated men. But
this is more or less accidental.
For membership on one of
the regulatory agencies is a
minor plum on the bureau
cratic tree. Men who have the
power of awarding television
licenses, for example, worth
tens of mililons of dollars, re
ceive the inadequate salaries
of a middle level bureaucrat.
More important, the agency
members, even the chairmen,
lack that prestige and per
sonal glitter which, more
than money, attracts good
men to government.
Who, after all, before the
present row got started, could
have named the Chairman of
the Federal Communications
Commission, for example, or
of the Civil Aeronautics
Board? Even the great press
associations, with their big
staffs, do not bother to pro
vide regular coverage of the
activities of the agencies. That
job is left to the trade maga
zines, naturally sympathetic
to the industry to be regulat
ed. So a commission member
who alienates a powerful in
dustry is likely to get his
head thoroughly bashed in the
trade magazine, while his act
of defiance in disregard else
where. ADD THAT in the past,
members of the regulatory
agencies have found good
jobs in the industries they are
supposed to regulate. Is it
any wonder that many mem
bers tend to identify them
selves with the interests of
those industries? Unquestion
ably it never occurred to
Chairman. Doerfer of the
F.C.C. that he was doing any
thing at all unusual in taking
small favors from the com
municationj industry.
I
ff 49 j
m sTuamfz?'
By Stewart Alsop
The industries supposedly
regulated are, moreover,
without exception engaged
in the business of politics.
They contribute heavily to
both political parties. Usually
the purposes of these contribu
tions are not spelt out so
frankly as in the now famous
letter of Texas Republican
Committeeman H. J. Porter,
in which Porter virtually in
vited his fellow Texans to in
vest in the Northern Repub
licans in order to pass the gas
bill. But the purpose is there
all the same.
ANY REAL airing of the
regulatory agencies' dirty
linen would cut both ways
and most painfully. Rep. Oren
Harris, chief enemy of Dr.
Schwartz, is both a Democrat
and sponsor of this year's bill
freeing the gas industry from
regulation (already virtually
non-existent) by the Federal
Power Commission. Most of
the other good friends of the
gas industry are also Demo
crats. To take another ex
ample, Pan American Air
ways, pastmaster of the bus
iness of politics, had at least
as much influence in the Tru
man administration as in the
present one, . and it has at
least as many Democratic
Cowgressional friends as Re
publicans. When Chairman Durfee of
the C.A.B. refused to release
the files on two cases involv
ing Pan American, he sweet
ly suggested that, if the com
mittee insisted, correspon
dence with Congressmen
might also be released. This
not very veiled threat caused
as many Democrats to shiver
as Republicans. All this sug
gests why there is such frantic
resistance on every side to
any really searching probe of
the regulatory agencies. It
also suggests why it is a good
bet that somehow the genie
released by the impetuous Dr.
Schwartz will be stuffed back
into its bottle, and no really
serious investigation of the
regulatory agencies will be
made.
(c) 1958 New York
Herald Tribune Inc.
Italian Mine Blast
Kills At Least Five
Caltanissetta, Italy (IP) A
premature blast in a mine in
nearby Cozzodisi killed at
least five miners today and in
jured 60, it was reported here.
Try and
-By BENNETT CERF-
ENGLISH PROF at Vassar was impressing upon his fresh
man class the advantages of acquiring a large vocabulary.
"Say a word over out loud to yourself five times," he ad
vised, "and it will be yours
for life."
A pert frosh in the front
row closed her eyes and
breathed ecstatically, "Wal
ter, Walter, Walter, Walter,
Walter . . .." ,
Rochester, Jack Benny's
gravel-voiced associate, was
recalling his early days in
vaudeville. For one date at a
carnival he rendered, "Swanee
River," "Ol Man River," "Ris
ing Waters," and "River Stay
Wav from Mv Door." When
he ended he clanped the stage manager on the back and said.
"Fractured 'em, d'idn't I?"
"Fractured 'em?" echoed the manager. "You all but drowned 'em!"
Things looked bad for Hades the day the devil backed Into a
lawnmower. But then he hurried over to a liquor store where he
heard they retailed spirits.
t 1938. by Bennett Cert Distributed by King Features Syndicate.
DAIRY -
East Main St.
The Village Dairy Smith has offered to
send cows on the first inter-planetary
rocket . . . this will be the herd that was
shot around the world.
Babson Discusses Sales and Weather
By ROGER W. BABSON
Babson Park, Fla. A few
weeks ago I was asked by a
friend to go 20 miles from
here and look
at a piece of
Florida prop
erty. The
weather here
had been
wretched, cold
and rain with
constant fog.
Very few peo
Dle were on tho
toeer w. Babsonstreets or m
the stores. The restaurant
where I expected to get lunch
eon was closed, with a sign
that it would be open "when
the sun comes out." Even the
real estate offices that I visit
ed were closed. When I found
one of the men at his home,
he said that it was impossible
to sell real estate "during
weather like this."
Apparently most people
lack vision. When it is sunny,
they think it will always be
sunny; but when it has rained
for a week, they think it will
always rain. They lack vision
as to temperature. The real
estate men claim that their
business is "seasonable"; that
most real estate buyers lack
reason and forseight.. This is
why most sellers of real estate
are obliged to work on a com
mission basis. The weather
primarily explains why the
real estate business is so
cyclical.
Every business is more or
less cyclical, constantly re
volving like a wheel. Most
people buy at the top and sell
at the bottom; a few buy at
the bottom and sell at the top
Those, however, who get
aboard the wheel at any point
and stay with it, dealing with
honest brokers, usually come
out satisfactorily. This applies
to land and buildings as well
as to stocks and bonds. It
means that the shrewd buyer
buys during periods of bad
weather and bad news. This,
moreover, applies to all sec
tions of the country as some
section is always suffering
from long rains, or long
droughts, or long cold spells,
or long hot spells. These, how
ever, are the periods when
it is best to buy real estate.
Swampy Land
Up to the present time, pas
ture land or raw land that is
swampy has sold at a very low
price probably only one-
quarter of what well-located
pasture land would bring. Wet
land cannot successfully grow
orchards or fruit trees. Cattle
like ponds in their pasture;
but they must have dry land
to feed upon. Rice and cran
berries are about the only
commercial crops which can
use wet land.
Statistics show, however,
that the water table of most
states is gradually but serious
ly failing. Most states now
have commissions which are
engaged in studying the water
table. This decline in the sup
ply of water is due to various
causes; one owner will drain
his property and forget that
he is also draining his neigh
bors' property which needs
more water. Every state is en
deavoring to get more indus
tries, and yet most industries
are large consumers of water.
This means that water will
become of great value some
day. Cheap swamp land
should, therefore, constantly
become more valuable and
should be a good purchase to
day for those who have the
patience to wait.
Water From Canada
I have already" spoken In
this column of the "John
Powers Jr. Plan" to bring sur
Stop Me
SMITH
at Genessee
UULTi0
plus water from Western
Canada down through North
Dakota into the dry sections
near our Rock Mountains.
Tremendous reserves of fresh
water are now running north
ward into the Arctic Ocean.
Mr. Powers shows that, with
the permission of Canada,
these waters could be turned
southerly to irrigate, at slight
cost, the "Great American
Desert." It would cost no
France, Summit Meeting Are
Week's N ewson Balance Sheet
By CHARLES M. McCANN
United Press Correspondent
The week's good and bad
news on the international
balance sheet:
Troubled France and its
former protectorate of Tu
nisia reached a critical point
in their relations this week.
It has long been known
that the rebels in neighboring
Algeria, who have tied down
500,000 French troops in a
costly, frustrating campaign,
were operating from bases on
the Tunisian side of the bor
der. Fifteen times since last Sep
tember, French military au
thorities reported, French Air
Force planes had been fired
on by heavy machine guns
installed on the Tunisian ad
ministration building in
Sakiet-Sidi-Youssef.
After the 15th attack the
local French commander
warned that the next one
would bring retaliation. The
16th attack was made next
day.
Twenty-five French planes
were sent to attack "military
objectives" in the village. But
they hit targets of all kinds,
including a school. Sixty-eight
persons men, women and
children were killed and
100 wounded.
Tunisian President Habib
Bourguiba recalled his ambas
sador to France. He demand
ed that France remove the
20,000 to 25,000 troops it still
has stationed in Tunisia. He
asked for a meeting of the
United Nations Security Coun
cil.
World opinion was shocked
by the attack. The Freiich
government tried at first to
minimize its seriousness. But
the damage and the dead
bodies constituted irrefutable
evidence of its gravity.
Ugly as the incident was,
it seemed possible that its
ultimate effect would be bene
ficial that it might bring a
broad survey of the whole
North African situation.
The Western Allies and
Soviet Russia drew steadily
Mnser to a "summit" confer
ence on world issues at which
President Eisenhower would
meet. Soviet Premier Nikolai
A. Bulganin and Communist
Leader Nikita S. Krushchev.
The United States had in
sisted that a meeting of the
Big Four foreign ministers
the United States, Great Brit
ain France and Russia must
be held in advance to make
sure that a summit conference
would be useful.
Russia rejected the idea oi
such a preparatory meeting.
To the astonisnmeni oi
newspaper correspondents,
swrptarv of State John Foster
Dulles said at a press confer-
cniP in Washington that a ior-
eign ministerial meeting was
not really necessary in fact,
that the United States never
had insisted on such a meet
ing. A erouD of rebellious In
donesian army colonels issued
Guaranteed Finest 3-0
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ON THE POINT - SOUTH
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stop by the station, you may fill out the form here or at home.
2Ph9ro,D Plata If you have a Meicr & Frank or a Pman Wolf lVs
a bnaigG naiC gQQi as goJd at Fortune. We will bill you monthly for
all gas charged
3
Pro rill Parrlc
llICull UaiuS
for your purchases.
You Always SAVE at
more than it costs to build
modern turnpikes for automo
biles. As this may come about
sooner than most people rea
lize,, I advise people not to
sacrifice such waste land they
might now own in Utah, New
Mexico, and Arizona.
Coming back to the theme
of this week's column, let me
urge real estate salesmen to
educate their prospects as to
the most suitable seasons to
an ultimatum demanding that
a new. anti-Communist gov
ernment be formed bv this
week end under former Vice
President Mohammed Hatta.
The government rejected
the ultimatum and ordered
the dishonorable discharge of
four of the colonels.
It remained to be seen what
the rebels would do dos-
sibly proclaim a rival govern
ment to be seated on the is
land of Sumatra where they
are based.
In any event, it looked as
if the long-smouldering Indo
n e s i a n political situation
Pump-Priming Seen
Unless Business
Takes Upturn Soon
By LYLE C. WILSON
United Press Correspondent
Washington (IP) Look
for more pump-priming by
the government in the infla
tionary tradi
tion of Frank
lin D. Roose
velt and look
for it soon if
President Ei
senhower is
d i s appointed
in his hope for
a business up
turn next
Lyle C. Wilson month.
The hard
political fact confronting the
administration today is this:
The Republican Party prob
ably could not survive serious
depression and unemploy
ment in the term of office of
the first Republican president
elected since 1928.
If inflationary government
spending, pump priming, is
necessary to avoid such a
situation, the younger ele
ments of the Republican Party
most likely will be in favor
of priming the pump. Such
younger elements of the party
as Vice President Richard M.
Nixon reasonably may be
lieve that their political fu
tures still lie before them, to
be realized only if the Re
publican Party continues as a
going concern.
Nixon Would Invest
Count Nixon among the
top level of administration
men who -vould invest right
now consl .-rably more in re
covery than the two-billion-
dollar program already an
nounced. Something around
five billion dollars would be
more in line with the vice
president's thinking and there
are urgent demands from
Congress for even bigger out
lays.
Eisenhower's chin s up re
view this week of administra
tion shot-in-the-arm actions
had a built-in trigger for bold
additional measures in a mat
ter of six to eight weeks. The
unemployment figures for
March will prove the Presi
dent right or wrong in his be
5L "Cl
m
ill rrmmm
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rm 1Y mi imi. ,.iffila I W M
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-
buy real estate. Instead of go
ing on vacations during tha
"off season," they should ad
vertise that these "off sea
sons" are the best times to
get bargains. They would also
stabilize what is now a haz
ardous occupation, dependent
on business conditions, on sea
sons of the year; and upon
rain, snow, fog, drought, in.
sects, gales, and almost every
other uncertainty.
might soon explode.
Premier Chou En-lai of
Communist China announced
this week that he was givwg
up the post . of foreign nVft
ister, which he had held joint
ly since 1949. His successor
in the foreign ministry is 57-year-old
Marshal Chen Yi.
Just what the political sig
nificance of the shift was, the
Western world did not know.
But it looked as if Chou
simply had too much work to
do in handling two big jobs
and that he wanted to concen
trate on his duties as Premier.
lief that a business upturn
will overtake the recession in
that month. If proved wrong,
Eisenhower will have no al
ternative to quick further ac
tion. -
Pump priming on the scale
discussed by some responsible
persons in Washington would
bounce the public debt well
above the new limit at which
the administration desires
Congress to fix it. That new
limit would be 280 billion
dollars.
FDR's New Deal conceived
pump priming as a depression
cure. It did not work very
well in the depths of business
calamity during which Roose
velt applied it but it might do
better in the less urgent cir
cumstances in which it is be
ing used today.
Votes Large Sums
Roosevelt spent between 15
and 20 billion dollars on emer
gency relief and recovery
during his first eight years in
office. Congress still was vot
ing large relief sums, how
ever, as late as the summer of
1939. The appropriation for
the fiscal year 1940 was
$1,700,000,000.
Government recovery loans
of nearly one billion dollars
for fiscal 1940 were authoriz
ed for such projects as water
works, sewage disposal,
bridges, hospitals, toll roads,
bypasses, purchase of equirJ
ment to be sold or leased to
railways, rural electrification,
promotion of American ex
ports. Depression and unemploy
ment resisted FDR's free
spending political magic- al
though the voters fell wholly
under its spell. The disaster
of war finally pulled the
United States out of economic
trouble and onto . the boom
time plateau of full employ
ment which continued ' until
almost now.
Another busted boom prob
ably would put. Democrats in
the White House again for
more than the many Roosevelt-Truman
years.
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