MAIL TRIBUNE. Medford, Oregon, Friday, March 20, 1959 3
Average American
Said To Hold Key
To Economic Future
New York -OB- You, the
average American, earning be
tween about S4,000 and S8.000
a year, hold the key to the na
tion's economic future.
The way you spend your
money, use your leisure time,
save and invest, will set the
pattern for the nation's eco
nomic development.
Unlike America's earlier
history, when the economy
consisted mainly of the rich
and the poor, the biggest seg
ment of the population - be
tween 85 and 90 per cent now
fits into the middle income
category.
These families account for
the bulk of total consumer ex
penditures for goods and serv
ices. Those in the S4.000 to S8,
000 a year bracket account for
about half of these expendi
tures. In Sound Health
Economists point out that
the nation's consumers are in
sound economic health. They
have liquid assets - bank de
posits, government savings
and the like of more than
S252 billion, which is an in
crease of more than $83 bil
lion since 1950.
In contrast, consumer instal
ment debt has increased $23
billion in the same period, in
dicating that the consumer
has not been going recklessly
into debt. As a matter of fact,
the figures buttress the belief
that the consumer is "the best
money manager in the world."
Henry Ford II, president of
the Ford Motor Co., said re
cently that stimulating the
middle income group to action
on the political and economic
front is the best hope for
"opening the door to exuber
ant economic growth."
Not Translated
Ford noted that the scien
tific explosion in America has
not yet been translated into
an economic explosion of like
magnitude.
Stahrl Edmunds, manager
of the Ford Division of Ford
Motor Co., predicted that by
1965 there will be 10 million
more families in the country
with incomes over S5,000 a
year than in 1955.
He said the sharpest growth
in the years ahead will be in
the $5,000 to $8,000 income:
bracket.
Economist A. W. Zelomek
calls 'this "revolution" in in
come distribution one of the
most dramatic developments
in the economy.
"The economy we have to
day bears no resemblance to
any previous period of our
history," Zelomek said. "Con
sumers have more money,
more savings and more leisure
time to enjoy both than ever
before." -
Zelomek said this change
is one of the reasons he be
lieves there "will be no major
depression in our lifetime."
Emphasis on Marketing
Companies making every
thing from automobiles and
outboard motors to hairpins
and lipstick will be competing
against each other for the con
sumer's favor. In past years
the emphasis was on produc
tion. Now it is on marketing.
"There is a tendency to'
think of producing steel, dig
ging coal, growing wheat or
manufacturing automobiles as
basic, and to think of the
marketing of these things as
much more superficial," . ac
cording to economist Dexter
M. Keezer.
'JThis idea is thoroughly ob
solete. Successful marketing is
a key ingredient of a success
ful economy of abundance,"
according to the chief econo
mist of McGraw-Hill Publish
ing Co.
Ford's Edmunds said "a
fresh, sustained business cycle
during the next decade will
require a spectacular series of
technical advances in consum
er markets."
11
Small Worlds
Around Us
By Lynn M. Watkins
The Ox-Beetle is a
Pretty Good Guy
It would be irregular for
an ox to have more than two
horns, so the ox-beetle should
have been named a "one bug
band." Even though one horn,
the longest, is away out in
front of the other two, this
beetle is still called the ox.
Belonging to the family he
does, it could be expected that
he naturally would be a queer
character. , He's downright
peculiar.
There are 12,000 species of
beetles. This totals up to what
could be said is a "whole mess
of bugs." The larger of the
beetles always seem to be
hurrying, constantly hunting
for something they can't find.
They never seem to know
where they want to go. The
occasional glimpses we get of
them happen when misfor
tune disrupts their regular
train of life, revealing them
to our sight.
Dislike Sun'c Glare
Most beetles, at least - the
larger ones, spend their time
in the earth, in dry leaves
or decaying wood. They dis
like, the glare of the sun. If
"caught in the open, they ex
ert every effort to get back
under cover. The ox-beetle is
one of these.
Because of the horns, many
people call the ox-beetle the
rhinocerous beetle because in
some respects it does resem
ble the African mammal more
than it does the ox. The ox
beetle is often two inches in
length. The male has the
three curved horns on the top
of the head. The female has
but a single horn. The two
smaller horns are absent. .
The bodies are dark brown
in color, skinny, shiny and
hard. Observed in strong sun
light the body colors seem to
change. The ox-beetle Jias four
wings, the hard outer wings
are only shields that protect
the gauzy under-wings. In
flight the hard outer wing
covers are raised. The flying
wings are membranes, whit
tish in color and seldom vis
ible unless the wing-shields
are raised;
Dangerous Look
The exact purpose of the
sharp, backward sloping horns
of the ox-beetle is not known,
although they probably give
a dangerous and ferocious ap
pearance to the beetle that
causes its enemies to stop and
consider carefully before at
tacking. Like all beetles, the
ox-beetle has six long, power
ful legs, each equipped with
sharp, curved claws, with
which earth or rotten wood is
torn when ,the creature is
searching for food.. This food
consists of other insects, most
of which are injurious to crops
and cultivated plants. This
character more than pays his
way by helping to keep harm
ful bugs under control. Yes,
the ox-beetle is a pretty good
sort of guy. In the beetle
world, where it usually op
erates, he is. considered a real
"bigshot." '
(Released by The Register and
Tribune Syndicate, 1959)
TEEN-AGERS ON
THEIR OWN
New York -(UPD- Most re
tailers report that teenagers
do more buying on their own
these days than in the past.
Boys particularly buy cloth
es unaccompanied by parents.
The storekeepers believe this
trend is traceable to rising in
comes of the younger set, and
the great increase in the num
ber of working mothers.
There are more than 565 in
dependent scientific laborator
ies in the U.S. working on re
search and development in
consultation with industry.
1
3
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