Medford mail tribune., November 27, 1962, Image 10

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MKDFORD MAIL TRIBUNE. MEDFORD, OREGON
Edited by the Mail Tribune Advertising Department
RETAILERS SEE '63 FIRST HALF SALES GAIN. Fifty-teven per cent of Ihe 262 re
tail executive! interviewed by the National Retail Merchant! Association expect a tain rite
in the tint tix montht of next year. Thirty-three per cent believe volume will hold even
with thii year's levela. while 10 foretee a decline. Half of the respondent! tee increased
profili in the first half; 13 predict a drop and 37 expect earnings to hold even. An
average sales increase of 4 accompanied by a rise in profits of 5 are anticipated by
the nation's retailers for the first six months of 1963. Department, specialty and variety
stores all placed increased emphasis en fashion as a competitive weapon. Nine out of 10
respondents said they planned to increase ineir stores lasnion mpniiii nexi year. in.
study also reveals that a third of the stores participating in the survey are planning to
increase their promotional budget during the first half. Of these. 41 will increase their
investment in newspapers, 14 on man, ia"o on display, ii-o on raaio, iuyo on circu.
lars, 8 on shows and exhibits and 3 cn TV.
TAKES UP SPACE
Moscow -AJPlu A young loaf,
er named Gagarin no kin
of spaceman Yuri Gagarin
decided to mend his ways aft
er angry fellow villagers
threatened to have his name
changed by court order, the
newspaper Izvestia reported
Monday.
Truck Kills Man
During Heavy Rain
Roseburg - (I'PIl - Clyde Jef
ferson Barnes, 55, Roseburg,
was killed Monday about
three miles south of here on
old Highway 99 when he was
struck by a truck during a
heavy rain.
BIRDS AVOID BIRD
Northampton, England -WPD
- Thousands of starlings got
lost in fog Monday and flew
down a chimney into the town
hall. The only office not visit
ed by the birds before they
were freed was that of the
mayor's sergeant Herbert
Bird.
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COLONIAL HOUSE PROVES POPULAR. Serving Soulliern Oregon electrically for
43 years, Trowbridge Electric has now added a new department. A specialty shop dealing
in Early American and Colonial furnishings. The new shop features not only furniture, but
lamps, rugs and accessories, including a large display of pictures and wall hangings; wood,
glass, metal and ceramic imports.
The main furniture lines are Snlcm House, BroyhiU's Lenoir House, Nichols and Stone,
Empire Chair, Jasper Cabinet and Sprague and Carleton. In lamps they feature a very
broad line of Early American and Colonial styles, as well as many suited for the more
traditional decor. Among the many lines featured are the Ruby Lamps, Botly Lee Copper,
Del Dry, Frederick Cooper, Wllmar, and Lightolier. The accessories include a full rep
resentation of the old pine specialties by the Three Mountaineers, as well as a select col
lection of fine European Import. Trowbridge Electric s new furniture shop, the Colonial
House, also features Simmons mattresses and hirie-a-beds.
Moving from the Bay Area to assist in the new department is Kenneth Swan, a de
votee of Early Americana, His wide experience and background will assist the customer
in selection of furnishings, and guidance In general decor.
While Trowbridge Electric has added a new department, thry have expanded their
oilier well-known departments. The appliance department features Westinghnusp products,
both appliances and television and stereo. They also are the Southern Oregon and Northern
California factory service station for these products. Trowbridge Electric also features a
large display of fine residential lighting. Contained In the business house is the wir
ing department. Including a large supply of wiring materials, a large lamp department,
specializing in the particularly hard to find light globes, a TV repair shop, small appliance
sales and repair. Recently they expanded their flooring cleaning department by adding
the Hoover vacuum line. Also new is a department specializing In. electronic imports,
transistor radios and equipment imported directly by Trowbridge Electric, including a
service department equipped to repair all electronic equipment sold.
MERCHANTS HAVE MIXED FEELING ON YEAR-END BUSINESS. The nation's mer
chants are divided on how 1962 business will finally compare to 1981, indicates a survey
by Audits & Survey Co. of more than 35,000 retailers across the country. Forty-two per
rent of the retailers say 1962 will top 1961; 44 say there will be no change, and
14 believe 1961 will prove to be better. "The study shows a wide gulf in attitudes be
tween groups of retailers depending on their type of business and geographic location,"
ssys Solomon Dutka, president of the company. Most optimistic are merchants in the
western 11. S. Mr. Dutka added that department stores and discount outlets are the most
optimistic about 19B2. Seventy per cent of the department stores and 67 of the dis
counters expect an Improvement over last year.
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NURSERY LAND S NEW BUILDING. Shown here is the striking, new Nursery Land
building )uil completed and opened in lime for the Holidays.
The building it octagonal with plenty of glass and features an office space and open
floor space for plants and pots. The exterior is done in rustic fashion with a hand hewn
shake roof. Russ and Nell Faulkner, owners, indicated: "Our new Garden Center is ready
for your lnspection-we're proud of this building and are expressing our gratitude by offer
ing special values for Christmas gills." An ad in the Sunday Mail Tribune brought this
message to the public! and favors were given to all ladies who visited.
Nursery Land, formerly Ornamental Nursery. It located at the new Fraewav inter.
change at Central Point. The nursery lealuret a comolele and varied selection ol plants,
shrubs and trees. Mrt. Faulkner is noted throughout Ihe valley for her landscaping activity.
THE WORLD BOOK ENCYCLOPEDIA is suggested as a gill rl..Ti:iltv appropriate at
Christmastime hy Rav l.eesnn, representative here for Field Enterprises Kdm-ntional Cor
poration. Seven holiday-season rnmhinatmn offers are featured In an attractive advertise
ment which will appear in the Mail Tribune nn Thursday. November J!l
, There are, according to l.eeson, World Hook sets which can help children in school
nnd for a lifotime which will prove educational and entertaining for all Ihe family. Fea
ture for holiday vivlng are Ihe World Hook Knevclopodia. claimed to be Ihe lai vest' selling
encyclopedia in Ihe world. Ihe World Hook Dictionary, Childirnft and World Hook Child
i rnfl Cvclo tcacher.
. Childc raft gives younger children a rich and colorful Introduction to music, literature
art. history and science while the Childcraft Cyclo-teacher Is a teaching machine designed
lor practical use in the home
. TRADING STAMPS GOING DOWNHILL? Iradmg stamps are losing favor among mer
chants in some regions, reports The Wall Street Journal. The reason cited- Stamps boosted
silcs but not enough to cover the extra cost of giving them. Great Atlantic & Pacific
Tea Company Is understood to be less than happy with trading stamps as a sales stimulant
Hi some of ils Upstate New York supermarkets. And a New Jersey service station opera
1'ir says: "The gimmick is gone in trading stamps: everyone gives them and they don't do
anything but cost me money" Less than a third of Colorado s service stations give trad
ing stamps compared with 95 last year, says a spokesman (or the I'ciiolcimi Dealers
Afso( -latum of Colorado Hut trading stamp rompanics insiM any general discontent among
trading stamp givers is minor, and contend they're signing up more new customers than
they're losing New discount grocery stores cash In on their mi-stamp policy Ivy advertising
trial their prices are as much as 15 under conventional supermarkets 'which hand out
trading slanips.
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Charles Pecht
ZALE'S JEWELERS OPENS NEW MEDFORD STORE.
Zale's Jewelers formally opened its new store in Medford,
218 E. Main street, this week.
The downtown store, formerly Andy's Jewelers, and
which was acquired by Zale's last August, is the first loca
tion in Medford for the Dallas-based firm, which now has
nearly 250 stores in 33 slates. Including four in Oregon.
Other Zale stores are situated in Eugene, Salem and two in
Portland.
"We look forward to the opening of our Medford store
as another successful phase in Zale's Oregon expansion pro
gram, said Charles Pecht, the manager. "Our new store is '
a direct outgrowth of the favorable response to other Zale f
stores in this state, and the increasing demands of a growing j
population for expanded service."
In the past decade. Zale's has laid particular stress on the I
improvement and development of downtown market stores
said Pecht.
"Despite the trend to suburban shopping, Zale's feels
the downtown area of any community is vital to a dynamic
business climate. For this reason, Zale's maintains modern,
up-to-date stores in promising downtown areas to furnish
a sturdy base for any future suburban expansion."
Listed on the American Stock Exchange, Zale's reported
record tales and earning of nearly $63 million for the fiscal year ended March 31.
As the nation's largest retail jeweler, Zale's maintains buying and production facilities
in key markets all over ihe world, including New York, London, Tel-Aviv, Antwerp,
Switzerland and Tokyo.
Charles Pecht, a native of Salt Lake City, attended the University of Utah. He served
for two years in the U. S. Army.
Pecht has had 17 years experience in the wholesale and retail jewelry business. Be
fore beinq appointed manager of the Medford store, he served as manager of the Zale's
Provo, Utah, store for three years.
He will make his home in Medford with hit wife. Shannon, a daughter, Natalie, age
6, and a son, Matthew, age 3, at 543 Eastwood Drive, Medford.
RECORD PREDICTED FOR '63 APPAREL SALES. Consumer expenditures for all
apparel, including footwear, in 1963 will total $32 billion, says William H. Shaw, man
ager, business economics, Textile Fibers Department of E. I. DuPont de Nemours & Co.
Speaking at the National Industrial Conference Board meeting, Mr. Shaw noted that the
$32 billion figure would set another all-time record, reports Daily News Record. The
1962 expenditure was estimated at slightly more than $30 billion, and $28.5 billion for 1961.
THE TOY WORLD Is Ralph Moore's new store name for the second Moore's Toy shop
located in the shopping center.
As does the Moore's Toy Shop on South Riverside Avenue the Toy World carries a com
plete and varied selection of toys. The new shop is located in the Medford shopping center
across the parking lot from Safeway. Opening activities for the store were held November
9 and 10 and were the feature of an announcement ad in the Mail Tribune.
Customers who shop at Toy World will find convenient parking, educational toys,
ames, stuffed animals, trains, wagons, and a multitude of various items direct from
Santa's workshop.
Free Advertising
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A TOTAL NEW AND DIFFERENT SUGAR, Magic Frosting Sugar, is being intro
duced to the grocery trade in nine Western-most stales this month by C and H Sugar.
Presentation of this unusual new sugar was preceded by careful test marketing and
is backed to the hilt by market-wide advertising in major media. Magic Frosting Sugar
is expected to become a staple item with good turnover in the sugar section.
Magic Frosting Sugar was created to meet real demands by homemakers for a sugar
with ready-mix conveniences which will produce a variety of frostings of assured quality
, quickly and easily.
The novel product consists of super-fine particles of pure cane sugar in small clusters
or "bubbles." Magic Frosting Sugar neither lumps nor cakes. II pours readily from the
cartons metal pour-spout, and it contains no starch. The sugar bubbles dissolve in
stantly in liquids, hot or cold.
Magic Frosting Sugar achieved unusual acceptance during consumer tests. The com
pletely different texture, ease of use. and outstanding kitchen results achieved proved
particularly appealing to homemakers. They also liked the 13-ounce, carton-to-a-cake
size package.
A full year of rigid retail test marketings and several homcmaker test panels were
utilized to perfect and prove the product, the package, mixing methods, carton recipes and
price. Advertising and promotion materials, likewise, were shaped through actual expe
rience at the retail level.
A record C and 11 advertising volume Is scheduled to introduce the product in No
vember and December and to sustain initial sales in following months.
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Dick West
Advantage
By DICK WEST
Washington (UPD There is
a deeply rooted suspicion in
the television industry that
viewers do not
always give
the commer
cials the rapt
attention they
so richly de
serve. Some of the
advanced
thinkers be
lieve that cet-
Wesi tain members
of the audience will invariably
allow their minds to veer and
yaw, and thus will miss part
of the sponsor's message.
To combat any such negli
gence on the part of the pub
lic, they have adopted a policy
of repeating key words and
phrases often enough to stick
in the brains of even the most
abstracted auditors, including
those who have fallen asleep.
Some time ago, an enterprise
Has Ideas To Take
of Free Time on TV
pi
ing group of interlopers, seek
ing to take advantage of this
protracted commercial pat
tern, drafted a plan to market
a line of products called
"Brand X."
They reasoned that Ihe
constant mention of "brand
X" on television was bound
to have created a subcon
scious demand for it, even
though the mention was al
ways unflattering.
Some time later, another
group of poachers, toyed with
the notion of producing a
product called "Alternate."
Their idea was to cash in
on the free advertising they
would receive from television
announcers who keep saying
"and now a word from our al
ternate sponsor." As far as I
know, neither of these proj
ects came to fruition, and I
think I know the reason why.
They were too vague. "Brand
X" and "Alternate" are not
linked in the public mind with
Merton Lyster
To Retire Dec. 1
Merton S. Lyster, Medford
senior central office equip
ment man for Pacific North
west Bell, will end a 37-year
career on December 1, accord
ing to J. H. Creager, local
manager for the company.
Lyster started with the Pa
cific Telephone and Tele
graph company in San Fran
cisco as a student in the plant
department in 1925. He
worked in that city as a jun
ior engineer, cable tester,
framcman and a switchboard
installer until 1943.
Born in' Gardner on the
Oregon coast, Lyster returned
to his native state in 1943
when he joined Pacific North
west Bell in Medford. Since
that time he has served as a
central office repairman,
switchman and senior cen
tral equipment man.
A ham radio enthusiast,
Lyster says that travel plans
include Mexico and Canada
soon, and possibly a trip to
Europe later. Lyster lives
with his life, Ella, at 142
Euclid st.
Actor Dick Powell
Treated for Spasm
Santa Monica, Calif. - (DPI) -Actor
Dick Powell was in St.
John's hospital today under
going treatment for what doc
tors described as a muscular
spasm of the back brought
about by a recent cold.
Powell's physician. Dr.
John C. Sharpe, Beverly
Hills, said his analysis showed
the ailment had no connection
with the recent disclosure
that the actor was suffering
from cancer.
The doctor said Powell
would probably be released
from the hospital Wednesday.
The ailment was described as
being similar to bursitis.
SCIENCE KITS FOR
YOUNGSTERS BY GENER
AL ELECTRIC. Eager young
sters all over America are
enthusiastically receiving the
exciting line of General Elec
tric Educational Projects re
ports Dick Finch of Home Ap
pliance Company.
"What else could give them
a better, more vivid glimpse
of tomorrow's limitless hori
ions"? Finch asks. "A few
hours in the hands of a young
ster and these kits come to
life. Imagine listening to
broadcasts from all over the
world. Think oi the fun of I
going on the air with a broad.'
casting station built yourself. I
What amazements will regis-!
ter when you electronically calculate baseball batting averages or the flight pattern of a;
rocket ship. These are only a lew of many of the lascinatinq thinqs possible with these,
appealing projects." j
The kits are available at HAPCO stores in Medford. Ashland and Klamath Falls.
MEDFORD BOTTLER HONORED for product quality by the Squirt Company. The !
Medford Coca-Cola Bottling Company, which also holds the franchise to bottle Squirt j
(or this territory, was recently honored for quality of product by The Squirt Company, j
Announcement of Ihe award was made at the Regional Meeting of the national soft dniik I
concern, which was held recently in San Francisco. j
Presentation of the award was made hy Verne Liltlefield, Squirt Company vice-president
m charge of production. In announcing the award. Liltlefield stated tiiatcompeti-!
tion in product quality among the ;tSS fratichised Squirt bottlers is always intense and I
very close, and that it is a major accomplishment for any bottler to place among the win-j
tiers.
RELATED SKI MERCHANDISE SCORES TREMENDOUS SALES GAINS. Retail tales'
of ski wear, skis, boots and other elements of the winter sport are estimated to have
amounted to $75 million during the 1961-1962 season, by Kenneth R. Davis, marketing
consultant and a prolessor of marketing at Amos Tuck School of Business Administra
tion of Dartmouth College. This it a 29.6 Increase over estimated 1960-1961 retail vol
ume of about $58 million. Dr. Davit' survey, for Ski Industries American, indicates that
ski clothing had the second larqest percentage increase in sales, amounting to 37.9 over
last year, with retail rolunM estimated at $35,987,000, uo from an estimated $26,100,000
the year before. Dr. Davis also estimates tales of ski footwear, consistinq of boots and
aller-ski boots, had the largest talet boost. 39.4 over last year. Sales of this merchandise
amounted to $13,735,000. up from $9,918,000. Ski equipment, skis, ski poles, bindings,
boot trees and ski racks-sales rose 16.8 at retail in 1961-1962. to S24.124.000, compared
with $20,648 000 the year before. Dr. Davis, charting an over all sales trend, estimates
an increase ol 144 in 1961-196 tales over 1957 1958. and a gain of 471 compared
with 10 years ago. I
Opfomefn'sfs fo Aieet
In Portland Dec. 2-4
Portland - Pacific North
west optometrists will launch
an all-out educational attack
against their most time-honored
enemy - deficient vision
among school children - dur
ing a three-day Congress of
Optometry in Portland Dec.
2-4.
Four vision specialists from
New York, Kentucky, Cali
fornia, and Oklahoma will
conduct post-graduate semin
ars on how parents can help
their visually subnormal chil
dren conduct therapeutic vis
ion training at home, between
office calls: how elementary
school teachers can observe
and help correct vision prob
lems in the classroom, and
how strabismus - afflicted
(cross-eyed! students can be
assisted optically.
Court Records
MKOKOHn Ml SK IP , roi RT
John Dell Nclton, duobeyed itop
iicn. $10.
Jcrrv Thomnji Biirmughi, (lis
obeyed stop siKH. $10
l.lovcl RanHHll Smith, violation of
ba.-ie rule. S10
Leonard Mclvin Shrceve, Jr.,
diohred stop sicn. W
Gilberi Sterling Mundtn. disobey
ed traffic msnal.
Harry F.hm-r Berger. defective
equipment,
Floyd Shephard Miller, duohev
ed traflir siRnal, 510
John Claudius Kesler, violation
of haic rule. $10
Keith Harold Ryden, disobeyed
stop sicn. $10
Amos Carroll Bishop, violation of
ba.-ie rule. K-V
Donald Oswald Cren. disobeyed
traffic sicnal. Sin
lUrotrt 1 lovri Prince, no opera
tor license. S.i
Kaye Mable Ponder, violation of
basic rule. in
Terrence l.eon I eftrtdee. disobev.
ed traltic sisnal. 110
Jack Rudolph Httckabai. disobev.
ed tratlic .ocnal. S10
Dean Michael Walsh, violation Of 1
bMr rule. 10
Ualen Wlllaim DeGarmo. disobey
ed stop siriv sin
Cvrlj n Francis Vanning, viola
tton of basic rule $10
Keilh Francis Smith, violation of
basic rule, S10
Fratm Sevier, violation of basic
rule 52.
(.corse Rv Prince, violation of
ba-ic rule !2S
Marv Harriet Brunvotd. failure
to Meld ncM of n sin
Arnold Vendttl Wilkinson, expir
ed operators license $J
1 oi Irene Cousinea. violation of
baic rule S'O
Nolan Jurlf Wtihv defect!.?
equipment $ 1 0 suspended
Jean Ftrnnr Bouers. xiolatmn of
basic rule. 110.
House Furnishing
Industry Looking
For Banner Year
New York -(UPli- Like the
makers of what goes into the
garage, the manufacturers of
what fills Ihe home are look
ing for final 1962 sales fig
ures to show this was a big,
if not the biggest, dollar vol
ume year.
Automobile production last
week was estimated at 3,131.
000 cars, up nearly 28.6 per
cent from the corresponding
week of 1961.
Steady Course
With consumer spending
holding to a reasonably
steady course despite the
ebbs and flows of other por
tions o the economy, retail
sales of furniture and bedding
have shown a healthy rise
also above those for the pre
vious year, the National Asso
ciation of Furniture Manu
facturers said in a recent
report.
The figures are not quite
so impressive as those for the
automobile industry, but they
showed a 12 per cent rise for
the first nine months of 1962.
Should they maintain this
rate for the fourth quarter,
the NAFM said the industry
could record a bann $5 bil
lion sales year. John M.
Snow, NAFM executive vice
president said that even if
fourth-quarter business ran
along at only a normal pace,
it still could be the second
best year for dollar volume
in furniture industry history.
Arrangements Changed
And perhaps because the
post-war baby crop is grow
ing up and sleeping arrange
ments are being changed in
many homes, an allied indus
try, bedding manufacture, has
reported that for the first
eight months of the year fig
ures were improved over
those at the same time in
three previous years.
Mattre?s and bedspring
shipments the first eight
months had a wholesale value
of $282.2 million, or 6.9 per
cent higher than S263.9 mil
lion figure at the end of eight
months in 1951, and about S3
million greater than two com
parable periods of 1960 and
1959.
a specific type of product.
I am convinced, howaver,
that the basic formula was -sound.
Using it at a spring
board, I have been working
on a revised prospectus
which I believe will meet
with instant success.
Consider, for example, the
numerous assurances given by
medicinal - type sponsors that
their products do not causa
harmful "side effects."
My first product would be a
compound called "Side Ef
fects" and I would advertise
it thusly: "Comes in liquid,
tablet or capsule form. Won't
cure anything but gives you
the weirdest feeling."
The second product I have
in mind would be a hair tonic
called "Kid Stuff"-"for the
discriminating few who like
greasy hair."
My third product would be
butter. Only I would label it
"high price spread"-"guaran-teed
to cost more than mar
garine or your money back."
The fourth product would
take advantage of the spon
sor who claims that users o
his toothpaste had "21 per
cent fewer cavities than users
of regular toothpaste." My
brand would, of course, be
"Regular"-"for those of you
who hate to be different."
NO NEWS CONFERENCE
Washington -(UPP- President
Kennedy will not hold a news
conference this week, the
White House said Monday
night.
Extra Work
Made Easy!
RENT
Adding Machine
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VOIGHT'S
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Be Sure lo See the
DECEMBER 2ND
Weekend Issue
From Eleanor Roosevelt'
last book: advice for the
younger generation.
How Anthony Quinn's
25-year struggle lead to
Academy Award stardoms
-X-
PLUS STORIES AND
FEATURES FOR ALL
Adventure: "We Faced.
Death in the Atlantic"
Fashion: "Fine-Feathered
Hats" for Fall
Science: "Lie Detectors
to Hire and Fire You"
Coming in Your Next
Family
TVeelcly
with your copy of the
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