1
.JC:
'If!
PROPELLER CHECKED-Arnold Otto, left, and John Beck
ett make a check at Sunnyvale, Calif., on, the propeller of
the ram-jet hot air machine Beckett has invented to drive
frost off of orchards and truck crops. The tank is 38 feet long
and holds 1,000 gallons of fuel for two jet engines which
whirl the blades and creates hot air. Beckett spent seven
years perfecting the machine and plans to license construc
tion and sales of the machine in the future. The ram-jet en
gines have no working parts. (UPI Telephoto)
FISHING BOAT CAPSIZES
Yokohama, Japan -1UPD- Ten
fishermen still were missing
today after their boat over
turned Sunday about 100 mil
es south of here in the Pacific.
The Japanese Maritime Safe
ty agency said a patrol boat
was searching for the missing
crew members of the 135-ton
vessel "Azuma Maru." Fifteen
member? of its 25-man crew
were picked up by another
fishing vessel.
Medford
Tribune
SECTION B MEDFORD, OREGON, MONDAY, FEBRUARY 27, 1961. PAGES 1 to 8
Contests Staged by Big Firms
Said Growing in Popularity
By HENRY J. BECHTOLD
UPI Financial Editor
New, York (UPD What are
people doing to fill the vac
uum created by the absence
o f television
quizzes?
Many are
entering con
tests, a hobby
that is second
only to stamp
collecting.
C o n t e s ts
have been big
business for 20
Beiy Becntoid years and are
getting bigger every day, ac
cording to Stanley Arnold,
president of a sales and mar
keting consulting firm bear
ing his name.
This year alone dozens of
blue-chip companies will hand
out prizes totaling $100 mil
lion. It is estimated that 20
million Americans attempt at
least one contest every year.
One of the biggest individual
takes to date-is $375,000, won
by a 48-year-old California
housewife.
All-Time Champ
Arnold noted, however,
that with the number of cor
porations staging large-scale
national contests with local
tie-ins on the increase, no
one merchandiser can expect
the mammoth responses of a
few years ago.
In the mid-1950's Gulf Oil's
'Live the' Life of Riley" and
Borden's "Name the Twins of
Elsie the Cow" contests, with
2.3 million and 2.9 million
entrants, respectively, broke
all records. But with so many
sponsors competing for com
petitors now, 500,000 for any
I single contest is considered
good.
Despite diminished returns
to the individual manufac
turer, this form of sales and
merchandising stimulator con
tinues to attract more and
more national promotions. In
1959, the last full year for
which figures are available,
there were some 650 major
national contests. Counting all
sizes, national and local, there
are about 5,000 every year.
There is no way of closely
estimating what the 1961 to
tal will be because details
are kept very secret during
the planning stage, according
to Arnold, a veteran contest
creator himself. Often this is
carried to the point where
even- within a company con
test plans will be known by
a code name so that as few
people as possible will know
about them.
Arnold claims that ' 1961
will be bigger than ever be
cause sales goals are bigger
and competition is tougher.
Contests are most common
when goods are plentiful and
competition keen, he said.
Expenditures in 1958 were up
25 per cent, in 1959 up some
20 per cent, and 1960 appears
to have increased in about
the same proportion.
Reward for Ingenuity
There will be a greater
premium on ingenuity this
year, less emphasis on cold
cash, Arnold stated, adding
that prizes that are too lavish
may even defeat themselves.
"Too much of anything, even
money, is poor taste," he de
clared.
iotai expenditures, never
theless, will be huge. Some
experts believe that no na
tional contest can be success
ful on less than 5100,000 for
advertising alone. A major
mm may spend up to S3 mil
lion for advertising, promo
tion and prizes.
These investments arc worth
it though, according to Arn
old. He noted that in the first
year of Piel's "Treasure Is
land" contest, supermarket
sales rose 27 per cent, and in
the second year there was a
further increase of 23 per
cent.
More Soap Contests -
About 60 per cent of the
contests apply to items sold
in supermarkets-food, drugs,
tobacco, household products.
There are more soap company
contests than any other, Proc
ter & Gamble alone have run
more than 150.
Beyond 1961, Arnold sees
www , rwpw!!
9
1
WATER EXPLODES - This is how UPI photographer George
Biley and his glass of water reacted to an explosion which
shook buildings and rattled , windows throughout Boston,
Mass. Police switchboards were, swamped with calls from
frantic residents. Evidence pointed to a "sonic boom" blast
caused by a jet' plane. (UPI Telephoto)
the vogue continuing. The
baby boom years of 1939-1945,
he pointed out, will produce a
whole new generation of en
trants in the early 1960s.- Al
so, the older population, with
children grown and time on
their hands, is increasing
every year. '
YOUNG REBELS ARRIVE
Moscow -lliril- A delegation
of Cuba Prime Minister Fidel
Castro's "young rebels" has
arrived here, the Soviet news
agency Tass said today. The
group of teen-age youths is
headed by 17-year-old Joel Ig-
lesias who holds the rank of
major in Cuba's army.
Area Jaycees May Sponsor Pageant
A proposal' for joint-spon
soring a Miss Rogue Valley
Pageant is being presented to
area Jaycees by members of
the Medford Junior Chamber
of Commerce.
Three Medford Jaycees -
Ted Litchfield, Michael Smith,
and Douglas Peters-presented
the proposal to the Eagle
Point Jaycees last week. The
four Jaycee clubs contacted
in reference to sponsoring the
pageant would be Ashland.
Medford, Eagle Point, and
Grants Pass. They report that
most clubs have indicated in
terest in the project.
Litchfield said the co-sponsoring
would give more girls
an opportunity to compete iri
the beauty contest. The win
ner of the Miss Rogue Valley
competition would compete at
Seaside for the Miss Oregon
title.
Medford Jaycees also re
ported that six members of
the Grants Pass club were re
cently initiated by several
Medford Jaycees at special
ceremonies held at a Grants
Pass drive-in restaurant.
Initiated were Bob Oden,
Dick Ross, Paul Allie, Dennis
Chriss, Roger Blomberg, and
Marvin Boyd. Participating
from Medford were' Everett
Peyton, Ted Litchfield, Bill
Tope, and Douglas Peters.
About 45 persons attended
the ceremonies.
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