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t UAK THIBUWf, Medferd, Oregon, Tueiday, My 27, 1938
Advertising Circles
Talk of Goof Off Era
ELMER C. WALZER
(UM Financial Editor)
New York (UPI If you
walk over to Madison Avenue,
which is to advertising what
Wall Street is to stocks and
bonds, you'll hear talk of the
great era of the goof-off, the
Sge of the half done job.
And you'll hear men and
women talking about the
, thrill the nation has to redis
cover in work well done sell
ing to get the nation back
from the recession.
This goof-off stuff all start
ed in Washington the other
day when Charles H. Brower,
president of the advertising
agency of Batten, Barton, Dur
stine & Osborn, made a speech
before the 23rd convention of
the National Sales Executives.
Brower had stiff news com
petition with that speech what
with the President and Vice
President talking of things
economic before 2,000 busi
ness executives, a big Ameri
can Iron & Steel Institute
faceting and jet ramming an
airliner.
Now the speech is getting
around and even Wall Street
is quoting Brower who likens
selling to the third stage of
a rocket the one that puts it
Into orbit. The other two are
manufacturing and distribu
tion. The figurative rocket,
Brower says, just sits on its
pad and whimpers.
4. Few Whimpers
The advertising executive
had things to say about an ap
parent lack of desire in the
American public:
"When a car becomes
nothing more than transporta
tion, when new clothes be
come nothing more than a pro
tection against weather and
immodesty, when a house is
only a shelter when the
thrill is gone out of buying
and pride fades, out of owner-fchip--we
are headed for some
thing worse than depression.
UTe are headed for a whole
mw kind of economy that
one of us is going to enjoy."
He finds the answer any
thing but simple and notes
that mediocrity of salesman
ship is only part of our na
tional pattern willing to settle
for something less than the
best.
Tor this in America," he
says, "is the high tide of medi
ocrity, the great era of the
goof-off, the age of the half
done job.
"The land from coast to
coast has been enjoying a
stampede away from responsi
bility. It is populated with
laundry men who won't iron
shirts, with waiters who won't
erve with carpenters who
will come around someday
maybe, with executives whose
mind is on the golf course,
with teachers who demand a
ingle salary schedule so that
achievement cannot be re
warded, nor poor work pun
ished, with students who take
einch courses because the
hard ones make them think,
with spiritual delinquents of
11 kinds who have been tri
umphantly determined to en
joy what was known until the
present crisis as 'the new lei-
ure' and the salesman who
won't sell is only a part of this
ver-all mess."
Fall of Rom
He believes the nation is
making a superlative imita
tion of Rome:
"We may lack a few of the
refinements of Rome's final
decadence, but we do have the
two-hour lunch, the three-day
week-end and the all-day cof
fee break. And, if you want
to. you can buy for $275 a
jewelled pill box, with a built
in musical alarm that reminds
you (but not too harshly) that
Starkweather Asks
Death for Caril
Lincoln, Neb. (UPI) "I
will be glad to go to the chair
if Caril will sit on my lap,"
mass killer Charles Stark
weather told his attorneys
Monday when they met with
the condemned killer for two
hours.
The young killer told his
defense attorney, T. Clement
Gaughan, that his teen-aged
girl friend, Caril rugate, is
"just as guilty as I am."
The one-time trash hauler,
who went on a killing spree
last January that took 10 lives
in two states, was convicted
here last week of first degree
murder. The jury recommend
ed the death penalty.
Caril, who accompanied
Starkweather during the
shootings, is being held in a
state mental institution in
Lincoln.
CONFUSION RESOLVED
Otterton, England (UPI)
The Otterton parish council to
day took over an empty fire
station which stood unused for
10 years. The parish council
had thought the county coun
cil owned it, and the county
council thought it belonged to
the parish council.
it's time to take your tran
quilizer." And the solution:
"We have got to get to
work, or a stronger nation
may put us to work. And to
get to work, we have got to
rediscover what millions used
to know: there is a great thrill
in work well done.
And selling: "There is real
ly no such thing as 'hard sell'
and 'soft sell.' There is only
'smart sell' and 'stupid sell.' "
Billy Graham Speaks
In Oakland Plaza
Oakland, Calif. (UPI) It
was "Billy Graham Day" to
day in Oakland as the evange
list held a noontime rally in
the City Hall Plaza.
The rally was sponsored by
the city of Oakland and the
churches of the East Bay. It
was Graham's second trium
phant visit ; to the East Bay
city.
QUESTION EXPLANATION
London (UPI) A BBC an
nouncer gave a report of
rainy, cold and windy weather
over southeast England Mon
day night. He said it was due
to "a depression over France."
yes for Needy Program Hats Windfall, High Duty
By DOC QUIGG
Short Hills, N.J. (UPI)
The good ladies who' volun
teer to staff the famed 25-year-old
Short Hills communi
ty project "New Eyes for the
Needy" are accustomed to re
ceiving 30 mailbags full of
donated eyeglasses every
week.
But never before in one
shipment such a whopper of
a windfall as they've got now.
This will be 175,000 specs
new and used frames and
lenses from New England,
Northern New York, and Ten
nessee. Collected by the Lions
Clubs of those areas, tfiey
have been stacking up stead
ily for two years.
The target was to be India
for use by the poor. But
suddenly, when the eyeglasses
were assembled, it was dis
covered that the target
wouldn't cooperate. The dis
covery was made by the
Tewksbury, Mass., Lion Club,
which had volunteered to
supjervise the drive. The In
dian government required a
duty on the' shipment too
high to be met.
Got Powerful Boost
So, the whole collection is
going to "New Eyes for the
Need y," the organization
which got a powerful boost
in its infancy from enthusi
astic endorsement by such
persons as Mrs. Eleanor Roose
velt and the late Alexander
Wollcott. It supplies eyeglass
es to charity cases throughout
the United States and in Afri
ca, Indonesia, Burma, and the
Philippines.
The India situation was ex
plained by Mrs. Arthur Goat,
chairman of the "New Eyes"
group: "We ourselves sent
glasses to India up to two
years ago. We were able to
get quantities of them in. But
at that time, customs became
so high and so difficult that
the missionaries and hospitals
we were sending to about
15 of them requested us to
stop because they couldn't pay
the fee."
The Lions Club shipment
will go through the regular
channels of the "New Eyes"
organization. About 75 wom
en,, young housewives with
children, work in the donated
basement of Christ Church to
handle the 300,000 contribut
ed pairs of glasses received
each year. Each woman, vol
unteering her services, works
two and one-half hours a
week.
Some Mistakes Made
The plastic frame glasses
are destined for overseas.
They select the simple near
and far-sight glasses and
grade them as to strength.
These go to hospitals and wel
fare agencies for new pre
scription glasses. This is fi
naced from selling the metal
from the donated metal
framed glasses along with
odd bits of jewelry, cufflinks,
and the gold and platinum of
dentures that come in.
Indeed, through the years
there have been many cases
of people mistakenly sending
in their own glasses, instead
of discarded ones, as well as
watches, and then writing to
get them back. Once a wom
en's guild sent in bits and
ends of sandwich lunches.
Oops wrong box.
"We never ask for a cent,"
says Mrs. Goat, "never any
donations of money and if
we get any we send them
back. But glasses we want
addressed to New Eyes for
the Needy, Short Hills, JJ.J.
We are getting many more
requests for help in 1958 than
any other year."
lestem
into
El
The
Family
Store
-vj f
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