I
Billboard Prohibition Measure Discriminatory, Schnaidt Says
"The initiative rietition.
which is presently being cir
culated to put a billboard pro
hibition measure on Novem
ber's ballot, represents a dis
criminatory and unfair blow
against advertising.
"The women's garden clubs
which are backing this peti
tion, are a misguided but well
meaning group -well-meaning
because they want to remove
what is not aesthetically
pleasing, and misguided be
cause the bill would strike a
crippling blow in a direction
not intended-tourists."
So says Jack E. Schnaidt,
public relations manager for
the Foster and Kleiser com
pany and secretary-treasurer
of the Oregon Council of Out
door Advertising. Schnaidt
spoke at Monday's Chamber
of Commerce roundtable
luncheon at the Jackson hotel
to voice the billboard indus
try's side of the present bill
board controversy.
Seven Effects Noted
The bill, which would gen
erally prohibit large bill
boards on all Oregon major
freeways and throughways,
with a few exceptions, would,
according to Schnaidt, have
seven major effects which
are:
(1) All signs on Highways
Vardrobe Wonder
M a It
go I
MLM 9097
rt2ar sizes
I I 10-20
One day of easy sewing
brings you a fresh, pretty look
every day of summer. Wide,
scooped neckline is airy and
flattering above fitted waist
and flowing skirt. Choose cot
ton or silk.
Printed Pattern 9097: Miss
es' Sizes 10, 12, 14, 16, 18, 20
Size 16 dress takes 33s yards
39-ineh.
Send FIFTY CENTS (coins)
for this pattern add 10 cents
for each pattern for first-class
mailing. Send to Marian Mar
tin, Medford Mail Tribune,
Pattern Dept., 232 West 18th
St., New York 11, N.Y. Print
plainly NAME, ADDRESS,
SIZE and STYLE NUMBER
JUST OUT! Big, new 1960
Spring and Summer Pattern
Catalog in vivid, full-color,
Over 100 smart styles ... all
sizes ... all occasions. Send
now! Only 25c.
JftpVPUfcjfc
tlSS.'
iih:&
I
Great
straight...
superb in
mixed drinks!
YIY.Y.V.Y.W
r"- --s"i
CORONET
rv
m
,-
BRANDY DIST. CORP.. 350 FIFTH AVE.. N.Y
CALIF GRAPE BRANDY. 84 PROOF
99 and 30 would be pro
hibited. .
(2) No by-passed city could
advertise its motels, stores
and restaurants to tourists on
Highways 99 and 30.
(3) No resort area could use
signs to tell motorists on these
highways of ' scenic attrac
tions and other points of in
terest. (4) No signs for gas stations
or garages could be used to
inform motorists on these
highways of service facilities.
Information Signs
(5) The state would erect
information signs along these
highways at an estimated cost
of $50,000 each. Only the
state would decide what busi
nesses can advertise at these
sites and how much they will
pay for this privilege.
(6) On all of Oregon's 23
major highways all national
and brand - name billboards
will be prohibited in almost
all areas except cities.
(7) All signs presently erect
ed on private property must
be torn down 'within five
years without compensation if
they do not comply with the
petition.
If the petition is successful
and the measure is passed, it
would not only jeopardize the
tourist trade, but also cost the
taxpayers money, he said.
The state erected and own
ed signs would be a maximum
of 12 by 25 feet and set well
back from the roads so that
tourists seeking information
would have to go. out of their
way to see them.
On eacn sign there would
be 24 separate advertise
ments, each sold to a differ
erent advertiser and each re
stricted to 12 square feet in
size. No person could adver
tise on a sign unless his busi
ness is within a 12 mile radius
of it, according to Schnaidt.
The $50,000 that each one
of these signs and accompany
ing exits and entrance roads
would cost, would come out
of the general fund and be a
direct burden on the taxpay
ers, according to Schnaidt.
It would mean, he said,
that what is now public in
come, through property taxes,
would become a sizable pub
lic expenditure.
Tourists traveling between
Washington and California
would not pull off the high
way to study such signs, he
said, and the passage of this
proposed bill would be just
what those states would like,
because it would discourage
tourists from stopping or stay
ing in this state.
"This proposal," he said,
"was thrown together in a
hurry and is unworkable . . .
it would merely replace the
present signs with a jumbled
up sign."
Communication Means
Advertising is one of the
oldest means of communica
tion between buyers and sell
ers, according to Scnaidt, and
"we should not abolish out
door advertising which is the
most important means of com
munication between tourist
businesses and tourists.'.'
The " Oregon Council of
Outdoor Advertising, which
embraces most of the major
bilboard advertisers in the
state, he said, is policing its
own billboard practices and
will continue- to do so.
Advertisers are conscious of
public criticism and want to
do that which will be most
beneficial to all concerned,
Schnaidt said.
Some of their present self
imposed policies include: not
putting up billboards in unus
ual areas of scenic beauty,
such as parts of the Oregon
coast, Mt. Hood and the Co
lumbia gorge; and not putting
them so close together as to
create "billboard rows."
Some advertisers, who are
not members of the council,
he admitted, do not follow
these self-imposed practices.
Schnaidt said that outdoor
advertisers will continue to
solve their own problems,
through self-regulation and by
obeying zoning controls. He
said that prohibition and
state control is not the an
swer, because if states can
prohibit or take over one in
dustry, then they can proba
bly take over .all.
Businesses cannot survive
without the tools of their
trade, he concluded, and ad
vertising is one of their most
necessary tools.
vtJf
j
AWARD WINNERS Poet Hilda Doolittle, left, and novelist
James Cozzens, right, have been selected for awards by the
American Academy of Arts and Letters. The awards will be
presented during May 25 ceremonies. Miss Doolittle will
receive the Award of Merit medal and a $1,000 prize. Coz
zens will receive the Howells medal, which is awarded once
every five years for the most distinguished work of Amer
ican fiction published during that period. He will be honored
for his novel, "By Love Possessed." (UPI Telephoto)
MAIL TRIBUNE, Medfod, CW C
Tuesday, March 22, 1960
State Tax Office
Here Sets Hours
To assist residents in pre
paring Oregon state income
tax returns, state tax commis
sion personnel will be at the
local office, 124 West Fourth
St., Medford. daily from April
4 to 8, and April 11 to 15 from
8 a.m. to 5 p.m.
Taxpayers wishing help in
filing their returns are asked
to take earning slips and oth
er information needed to de
termine the correct tax, in
cluding, if possible, a copy of
their federal return for 1959.
Deadline for filing is April
15.
BASIC INDUSTJtT
The basic industry of Yugo
slavia is agriculture.
CARNIVAL SALE ENDS SATURDAY
ttSM
SAVE DOLLARS ON SMART
READY-MADE SLIPCOVERS
Sale Prices
Start at 8.98
on Many
Other
Patterns
V... mm J)S
1U
CHAiR
SLIPCOVERS
SOFA
SLIPCOVER
98. . . wra coupon 2598
Pick any chair, sofa or daveno cover from our wide se
lection of prints, solids and tone-on-tone; save on each
during Wards giant slipcover sale. AH covers machine
washable, tailored for lasting beauty. Save now!
Daveno cover 19.98 with coupon 17.98
SHOWN HERE: EXCITINGLY NEW FANTASY
PRINT AND TONE-ON-TONE JACQUARD
Sheer DoPont
Dacron curtains
425 IT
Ivory-white marquisette
Beautiful, neat tailoring
5234 thread count 1
Easy to wash, no-iron
Shrinkage less than 2
With neat side hems,
3" bottom hems
42x54" Size........now only 88c
42x63" Size now only 99c
42x72" Size . now only 1.08
42x81" size ......now only 1.18
i!s ykzzl mt
3 ; L V z.lAl
3 b&mx
sk-
tv9
SALE! DACRON FPJSCILLAS MAICtJ
YOUR WINDOWS PICTURE-PRETTY
The nicest curtain a window could
have, ond so easy to care for. Just
wash, drip-dry, rehang. Ivory white.
84x54" pr. 2.78 98x81" pr. 3.33
70x30" Dacron Tiers J.1.66
Matching Valance ea. 84c
Reg. 3.98
84x45 pr.
(SCO (EOSBB
i k m , m m mm a wmw m m m.
. S3 e3 r3 fn s? iCS f"k ia
r-K. n nn n n rnr-Mi n n n rMi
0) 0) , iV h S M ( 5
SPECIAL HOUSEWARES PURCHASE
Garlic prats
Wards regular low prices
Choice of 23 china patterns, including
Bavarian, in sets for 1, 4, 8 and 12 and 7
semi-porcelain patterns, including ironstone,
in sets for 4, 6 and 8 all first quality, with
open stock guaranteed for years. Save now
and pay later, with one of Wards conven
ient credit plans.
"Dawn Rose" (shown)
66-pc set for 8, incl. 4 extra
cups, reg. 43.50, sale...... 3444
1 00-pc set for 1 2, incl. 6 extra
cups, reg. 64.95, sale........ 51.88
V
SALE! Save 20 to 25
IMPORTED STAINLESS STEEL
Reg. 6.50 Grape 1 38
24-pasetfor6 T
Grape 50 pes. for 8, reg. 1250.. 9.88
(D Heavyweight, Swedish-inspired Erica.
24-pc set.. 6.88 50-pc set.. 12.88
(c) Extra-heavyweight Autumn Wheat.
24-pcJ set . . 9.44 50-pc set . . 1 5.88
Aluminum f ' T
rabbit mold Tj' Set of optner
!Poj (or-whipper Can opaner and cuttor
TT ir alMnongtl peeler set - and sorvor
SALE! All metal
2-way adjustable
ironing table
88
Slide attachment for
ward for wide top;
slide back for taper.
2-way Pad,
cover 2.99
jO-'q i'e-3for 88J
Reg. 39c,
45c each
ALUMINUM
BAKEWARE
Stock up Now!
117 SOUTH
C5MTRAL
SP 3-7301
OPEN 9:30 TO 5:30
MONDAYS TIL 9
PARK-N-SHOP AT WARDS
3