iv-
MEDFORD MAIL TRIBUNE, MEDFORD, OREGON
TUESDAY. FEBRUARY 2S. 1963
A 13
Edited by The Mail Tribune Advertising Department
NEWSPAPERS '62 MAJOR ADVERTISING MEDIUM. Newspapers again received
fhe lion's share of the advertising dollar in 1962, according to preliminary estimates
prepared for Printers' Ink by McCann-Erickson, Inc. Total ad expenditures hit a record
S12.2 billion, a gain of 3.5 over the $11.8 billion invested in 1961. National advertisers
spent $7.4 billion last year, a gain of 2.7 over 1961. Local advertisers spent $4.8 billion,
scoring a gain of 4.8 above 1961. Of the 1962 total, more than $3.7 billion was invested
in newspapers. Television, magazines, radio and outdoor combined totaled $3.5 billion. With
B few minor exceptions, the 1962 advertising expenditures appear to have undergone a
slow but very much apparent rise, says Printers' Ink. "In summary," the magazine concludes,
"1962 advertising expenditures paralleled the economy in the sense that it was a year when
the economy edged slightly forward again after the pause experienced in 1961." The fol
lowing tabulation shows the amount invested by advertisers in each medium:
MEDIUM
Total Expenditures Local Expenditures
Newspapers 5 3,793.900,000
Television 1,744.800,000
Maeazines 973,400,000
Radio 709,000,000
Outdoor 170.500,000
Direct Mail 1,830,000,000
Business Papers 600,000,000
Regional Farm Publications 34,200,000
Miscellaneous - 2,403,100,000
$2,973,100,000
300,000,000
439.400,000
55,500,000
TOTAL $12,258,900,000
1,010,700,000
$4,812,900,000
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LEA MOTORS, INC. NAMED TO COMPETE FOR BRAND NAME RETAILER-OF-THE-YEAR
AWARD1 Among the retail firms selected this year as finalists in the brand name
retailer-of-the-year competition is Lea Motors, Mcdford.
Brand name retailcr-of-the-ycar . ..ards a. given each year by Brand Name Founda
tion to honor leading merchants for their outstanding presentation of anufacturer-trarte-marked
products. Lea Motors was included i t "-e 438 merchants who wi" now begin pre
paring full exhibits showing their 1962 acti cs and the foundation has just announced
that Lea Motors was named one the 17 finalists in the automobile dealer category. In
March these presentations will be judged by a panel of experts, comprised of the top
executives of last year's winning firms, now ineligible themselves to enter the compcti
" a for five years.
The awards competition, nr 15 years old, has proved to be an incentive for better
brand retailing. As a result more and more firms try for these naliona' honors each
year. In announcing the finalists, the foundation's awards committee paid .pecial tribute
to Lea Motors, pointing out the high standards that must be met to reach the finals in
any one of the 23 categories of the competition. To be named as finalists retailers in each
category must survive intensive screening by a committee of experts in their industry.
In April, following the judging, representatives of the winning firms will come to
New York for two days of meetings. At this time manufacturers, media, and advertising
agency members of Brand Names Foundation will work together with these retail leaders
to find ways to create greater areas of understanding and strengthen further the maker
dealer relationship. The 1962 Brand Name R?tailers-of-thc-Ycar will serve as advisers to
the foundation in the creation and planning of continuing programs for retail dealers in all
fields.
The climax of the competition will be the awards ceremony held in the Imperial Ball
room of the Americana Hotel in New York City on April 11. At this time the winners will
be presented with their awards before a capacity audience of national business leaders.
TALENTED, VERSATILE AND CHARMING are apt ad
jectives to describe the new manager of Ashland's Mark
Antony Motor Hotel, Virginia Gray, who has just initialed
a series ol pre-testival holidays at that hotel.
Miss Gray came to Ashland from Missouri where she
was one of Springfield's best known and most civic-minded
citizens. For nine years she operated the Virginia Gray
Charm School and Model Agency, during which lima she
was chairman of lhe women's division of the Springfield
cnamoer ot commerce.
In 1961. Virginia Gray was co-chairman of the National
Foundation's March of Dimes campaign, the first woman
in Greene County to be so-honored. She lectured before many
organisations on various aspects of protocol, and business
etiquette, was an instructor in "finishing school" subjects
such as grooming and poise in a school for nurses, and con
ducted seminars and supervised hospitality gatherings for
political and business figures in Missouri. Miss Gray was
also a professional model for nationally known manufacturers
and one of her proteges became "Miss Missouri".
.The Pre-Festival Holidays, planned at the Mark Antony
by Virginia Gray, will begin March 8 and extend for nine
weeks.
TOTAL RETAIL DOLLAR VOLUME ROSE MODERATE-
LY during the 7-day period ended Wednesday, February 20
Virainia Grav cw.- i..iwiiiiuuS ttiv mat j--ai, uuuu uransireei
s ' reported today. National percentage changes varied from the
corresponding levels of a year ago by the following percentages: minus to plus 5. Regional
percentage changes varied from the comparable levels of a year ago by the following per
centages: West North Central minus 2 to plus 2; Middle Atlantic minus to plus 3; East West
South Central to plus 4; New England and East North Central plus 1 to plus 5; South Atlan
tic plus 2 to plus 6; Mountain plus 3 to plus 7;Paeific plus 5 to plus 9.
Virus Tennis
Long Winter Days Seem Longer
As Dick West's Family Plays Game
By DICK WEST
Washington - HIPP - This
year my family has man
aged to make the long winter
days and
nights seem
longer by
playing a lit
tle game that
we call "virus
tennis." The
fun began sev
eral weeks
ago when my
older daugh-
weit t e r brought
home a matched set of viruses
that she had picked up in
school.
"Catch, mother," she called,
tossing one to my wife, who
lobbed it on to me. I gave it
a backhand spin that my
younger daughter took on the
first bounce and returned
Pi
with a forehand drive to her
sister.
Almost before we knew it,
we were playing regularly.
At first, we were unable to
keep more than one virus in
the air at one time.
But as the winter progress
ed, we were batting around means of a cough or sneeze
SKVCim i uiuciciit vii uavs toward lhf
I understand the game has
enjoyed wide popularity, but
in case it nasn t caught on yet
in your area, here's the way
u is played:
One player is called tha
"server." He tosses a virus in
to the air and pronels it hv
simultaneously.
As our form Improved,
we switched from "singles"
to "doubles". That .s,
rather than have just one
player in bed with a virus,
we had two.
The youngest member of
the household, being only a
year old, was too small to
play, so we let him be the
"virus boy." This is the
equivalent of a "ball boy'
lawn tennis.
He would chase the viruses
the rest of us had missed and
bring them back to us.
WINNER IN NATION-WIDE COMPETITION. H. L. Templeton, manager of Drews
Manstore in the Medford Shopping Center, is one of the winners in a $50,000 national
contest sponsored by Hart, Schaffner It Marx, Chicago clothing manufacturer.. Templeton
is shown above, righl, with Greg Allenhofen, Drews assistant manager, looking at the
certificate entitling him to receive the large piece of Samsonite luggage, shown in this
photo, as his award.
Tcmplelon was formerly associated with Homphill-Wells, Lubbock, Texas, before coming
lo Medford as manager for Drews when that firm opened here in August, 1962. He re
sides with his wife and three children at 1620 East Main street.
"Our contest was one of lhe largest ever sponsored in lhe clothing industry," slates John
D. Gray, president of Hart Schaffner & Marx, "and we were delighted to conduct it as a
part of our anniversary. We were pleased, loo, to have so many salesmen participate so
enthusiastically."
The 751h anniversary which Hart, Schaffner St Marx recently observed marks the day
In 1887 when the present firm name was adopted. The beginnings of the company, however,
go back to 1872, just six months after lhe Great Chicago fire. In that year. 21-year-old
Harry Hart and his brother, Max. 18. opened "Harry Hart and Brother," a retail clothing
store on State street in Chicago.
Today under the slogan "America's First Nan- in Men's Clothing" a phrase on which
It holds a Patent Office copyright Hart, Schaffner & Marx produces what is generally con
ceded lo be the most comprehensive selection of men's apparel of any manufacturer. This
includes a broad range of suits, outercoals, sport coats, slacks for formal wear. All are sold
under the widely-known "Trumpeter" lrademark.
419 Wi trnidi .
'5aj,
Small Worlds
Around Us
By LYNN M. W ATKINS
(Register and Tribune
Syndicate, 1963)
1957
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AN AWARD FOR OUTSTANDING
ADVERTISING presentation was re
cently made to J. R.'s Whitney Olds ol
Medford and the Medford Mail Tribune.
The ad-builder award was given by
Multi-Ad Services of Peoria, Illinois and
was presented for an October, 1962 used
car promotion that Whitney Olds con
ducted. The theme of the promotion was
"for a Honey of a Deal".
The ad was full-page in size and in
color. Featured were several used cars
and a $100 coupon. This ad was the first
in a series of three full-page, color ads
for lhe company. Another in this series
is currently being considered for an
award. The ad was designed by Herb
Partridge of lhe Medford Mail Tribune
display advertising staff.
The award read; "In recognition of
meritorious achievement in display ad
vertising," This is the third such award
lo be made to the Mail Tribune and its
advertisers. Other awards were won by
The Grange Co-Op Supply Association of
Central Point and First Federal Savings
& Loan Company of Medford.
SPORTING GOODS SALES PRE
DICTED TO SOAR. Total consumer pur
chases of sporting goods will show an
increase of 4 during 1963 over 1962,
predicts Richard E. Snyder, National
Sporting Goods Association economist. Sales last year hit $2.3 billion, uo 5 over 1961.
Total volume this year is expected lo reach $2.4 billion, reports The Sporting Goods Dealer.
"Realization of this 1963 attainment, however, depends on the industry's ability to capi
talize on the favorable sales prospects for a number of its fast moving products, while at
the same time maintaining rates of increases shown by some of the slower moving but
larger volume categories," Mr. Snyder said. Product groups expected to make a strong show
ing this year and their percentage of increase are: Winter sports equipment, 25; gym
nasium equipment, 15.6; archery, 12.3; hockey, 12.3; billboard tables and supplies,
11.6; golf and squash at 10 each. On the next level are table tennis goods 8.3; play
ground equipment, 7.67o; tents and skates, 6.67c; inflated balls other than footballs and
basketballs, 5.6 and sleeping bags, 5.1. Mr. Snyder warns dealers of competitive pres
sures. "The growth rate of the industry is slowing down due to the competitive pressures
resulting from everybody getting into the act."
19S8
AMBLE
1961 RAMRLER
Mh '1599"
lS (KfVWtEl
HI OUU MS ,
mutual
ttft out V1C0
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Yi
A Vs.
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11 ; fv'
lo Moth Its Name Must Be
Spelled, Never Pronounced
Ridiculous to have a name
that must always be spelled
rather than pronounced; a
name of little meaning unless
you are a close student of the
outdoors or of Greek myth
ology, or familiar with some
of the colorful moths that oc
cupy a small space alongside
us on this spinning globe. Io
is the real name for a com
mon moth, and you spell it
rather than say it.
We run Into the name, or
the spelling of it, in Greek
mythology. Io was the daugh
tci of Inachus, the river god
and first king of Argos. Zeus,
himscli no piker, was chief
god of the ancient Greeks,
ruler of Heaven, identified
with Jupiter. His wife was
Hera. She was a goddess and
queen of Heaven. She became
very exasperated when she
found her husband was in
love with Io. To get even she
turned Io into a heifer and
sent a gadfly to constantly
torment her. Involved, but
that's Greek mythology.
All of which has little con
ncction wilh the brightly
colored Io mofh that is dis
tributed pretty generally
throughout all of the eastern
United Slates, except to show
that both moth and goddess
were burdened with an un
pronounceable name.
Not Gentle
Io the niotli, like her name
sake, is no gentle, harmless
creature in spite of her color
ing and innocent appearance.
Her soft body is covered with
sharp, spiny surfaces that con
tain poison glands. Incautious
handling of this lovely crea-
Apron Allure
ru-iktmi . sm ! Ii i
4
1
JOE TOMJACK HONORED BY GREYHOUND. A handsome plaque inscribed to show
12 years of faithful service, "performed with distinction, reflecting honor upon the com
pany he represents, and denoting singular devotion lo the community in which he lives,"
Inrlay bancs upon lhe -vail of the Medford Greyhound Depot inscribed with the name of
Greyhound Aacnt Joe Tomjack.
The Rold blue and while plaque was presented to Agent Tomjack, above center, and
personally placed upon display for all to see, by G. C. Tccling. district marketing super
visor, kit. and I. L. Carew, district superimenaeni on ocnau oi orcyiiuuiiu L,int;a.
"This plaque is more than a simple 'well-done' for work performed by Mr. Tomjack
ns our Medford representative," points out Mr. Teeling. "It is, we feci, a way of proclaim
ing the value of his service to the citizens of this community.
"TransporlHtmn is a vital part of a community's well-being. In large measure its busi
ness and social life depends upon it. As the human link between the community and Grey
hound, Mr. lonijack occupies a position sometimes beset with difficulty, and always de
manding the need for understanding of, and sympathy with the vagaries of human na
ture. The 12 years during which Mr. Tomjack has represented Greyhound here have riem
nnstrated that he possesses a lush community spirit. From our viewpoint we know Med
ford has benefited by his faithful and competent representation of our company.
I know that rvcrvonc in Medford will join in congratulating Mr. Tomjack upon rccciv
lna this Award Plaque, the first of its kind to be authorized by Greyhound Lines."
Mr Tomjack began his career in public transportation in 1934. and has been Grey
I'mind representative here since 1951. He resides at 918 Grant avenue and is closely iden
tified with a number of civic and other organizations.
.-m " . i 5nn r.r. i ..ch ..liino d.v. UD nearly 12 from lhe 17,195 cars a : competition, and the cooperative newspaper advertising program.
day sold in the February M0 period of last year, reports The Wall Street Journal. In
units, dealers delivered 153,599 cars in the period this year, down slightly from 154.755 a
year earlier. The year-ago period, however, had one more sales day. Inventories oi new
cars in dealers' lots are also up. On February 11 they totaled 990.000 cars, up from 960,
400 on February 1 and 969.000 a year earlier. In terms of current sales, however, this
is a 52-day supoly, compared with a 55-day Supply a year earlier. In the lirsl third of
January of this e sr. which like the February period had 8 selling days, dealers delivered
170438 cars. 10.8a more than in t.,e first 10 days of February. Such a decline between
the period isn't uncommon, although there it no clear year-to-year pattern.
PONTIAC MOTOR DIVIS
ION of General Motors Cor
poration honorod two Med
ford automobile men at a ban
quet in Portland last Thurs
day, February 21. Leigh Gus
li. on, left, and Harvey Wyatt,
member of the sales staff ol
Dean & Taylor Pontiac Com
pany, Inc., achieved member
ship in Pontiac's exclusive
Master Salesman's Guild.
The recognition from Pon
tiac is based upon new and
used car deliveries plus quali
ties of courtesy, reliability
and service. The 1962 Pontiac
Master Salesman's Guild gath
ering was held at Portland s
Three Star Restaurant, pre
ceded by a reception. The
winners were also awarded
Guild lapel emblems and a diamond is added for each succeeding year the honor is won.
Leigh Gustison has won the Guild award for three consecutive years and is ranked
eighth in sales in the entire state of Oregon, according to Robert Taylor.
A THREE-PRONGED "FULL SPEED AHEAD" sales promotion program during Janu
ary, highlighted by the most successful factory-dealer cooperative newspaper advertising
campaign in recent years, pushed Studebaker automobile sales to their highest January
level since 1960, it was announced today by L. E. Minkel, vice president of marketing.
Studebaker sold 2.605 cars during the last 10 days of January-a 43.2 per cent increase
over the corresponding period a year ago and 22,2 per cent over the previous 10-day
sales period. This brought total car sales for the month io 6,759 units. That's a. 14.8 per
cent increase over the 5.890 Larks, Hawks and Cruisers sold during January a year ago,
and 9.9 per cent above the 6,149 cars sold during the sarr month of 1961.
The daily selling rate of Studebaker cars during January was 14.5 per cent above the
comparable month a year ago, and the 1.25 per cent of total market sales taken In January
was the highest monthly penetration made by the company since last April.
The last 10 days also marked the lourlh consecutive period in which Studebaker auto
sales exceeded the previous 10 sales days and the third consecutive period salts surpassed
the corresponding 10-day period a year ago.
The triple threat sales program combined the introduction of the company's new Stand
ard Series, price leader in the Studebaker line for 1963, with a coirelitive prospecting
program which stressed Studebaker advantages both in price and exclusive features against
The latter campaign, which involved the issuance of a S40-per-car factory advertising
credit for all cars and trucks ordered by dealers between November 15 and December 15,
gave dealers an opportunity to do i more efiective job of advertising at the local level.
Minkel said. Local radio stations were Included with newspapers In the cooperative adver
tising campaign.
"B.y taking advantage of this program," Minkel said, "dealers and dealer advertising
aisocllions hed an opportunity to ie' 'how newspeper promotions, es implemented it the
local level, can reach directly into trie home oi lhe automobile buyer."
ture causes severe itching and
burning, Later, the flesh be
comes red and Inflamed; she
is a hard one to handle the
moth Io,
The bright colors of the Io
moth arc In the scales that
cover the body. If handled
they fall away and the color
disappears away with them.
The female Io moth is
somewhat larger than the
male. Her fore wings are a
purplish yellow while those
of the male are a bright, lem
on-yellow. On the pair of rear
wings of the female are
round, black spots. On the
male the spots are on the
fore-wings.
Both varieties are very
beautiful, and are considered
among our most colorful
moths. Considered to be large
insects, they usually measure
about four Inches across the
wings. They fly mainly by
night and consequently are
seldom seen by most people
in spite ot the fact they are
usually plentiful during the
warm summer months.
This fact alone Is fortunate,
as the poison glands would be
extremely harmful to those
uninformed folks that might
try to catch and handle the
beautiful creature.
To serve her further pur
pose in life, the female de
posits her eggs on the ground)
or hides them in a crevice of
some tree. From the eggs will
come little hairy caterpillars.
Like the parents, they too are
pretty little monsters with
light green bodies, decorated
with a pink stripe along each
s4de. The pink stripe Is bor
dered with white markings.
The caterpillars are Just as
hot" to handle as the adults,
for their bodies are equipped
with tufts of stiff hairs that
prick the skin of anyone who
attempts to handle them.
Their caterpillar days arc
few. They roll themselves up
in a leaf on the ground and
bind the two leaf edges to
gether with silk threads. They
drop off to sleep and nature
sneaks quietly in and changes
the worm body to that of a
winged moth; the moth whose
name must be spelled every
time it is pronounced.
second olaver.
who is called the "receiver."
To be a valid serve, the
virus must land in the re
ceiver s upper respiratory
iraci. wnen that happens
on the first serve, it is
called an "ace." If it misses,
it it called a "fault." and '
the server must serve
again.
Scoring systems vary, but
in in general the following rules
are usea: une point for a
runny nose, two points for an
earache, three points for a
sore throat and four points
for a temperature of 100 de
gress or more.
Bonus points are given if
the receiver is (1) bed-ridden
for at least 24 hours, and-or
(2) calls a doctor, r.dyers who
take Ilu shots before the sea
son opens have a 50-point
handicap.
My oldest daughter is the
leading scorer in our house,
but she had an advantage
over the rest of us. She plays
a lot at school.
Sfyled-fo-Slim
i Alii
Make a hit with the newest
serving success-aprons that
arc ALL exotic flower petals
Little fabric, LOTS of al
lure and appeal Sew petal-
pretty aprons to please bride,
hostess, l'allern 733Z: apron
transfer; directions.
THIRTY FIVE CENTS
(coins) for this pattern-add 13
cents for each pattern for 11
class mailing and special han
dling. Send to Alice Brooks,
Medford Mail Tribune Nee
dlccraft Dept., P.O. Box 163,
Old Chelsea Station, New
York 11, N.Y. Print plainly
NAME, ADDRESS and PAT
TERN NUMBER.
1963 a biggest nccdlccrafl
show stars smocked accessories-It's
our new Ncedlecraft
Catalog! Plus over 200 fresh-lo-you
designs to knit, cro
chet, sew, weave, embroider,
quilt. Plus Ire pattern. Send
25c now
Bills Approved by
Slate Legislature
Salem - 0JPI) - The legists
ture Monday approved the fol
lowing bills: .
In the Senate:
SB44 - Relating to the edu
cation of mentally retarded
children.
SB103 - Relating to com
modity storage.
SB151 - Relating to com
mercial fertilizer.
HB2008 - Financial admin
istration of Board of Barber
Examiners.
HB2018 - Financial admin
istration of Board of Chiro
practic Examiners.
HB2037 - Financial admin
istration of forest protection
and conservation committee.
HR2074 - Financial admin
istration of stale podiatrists'
examining board.
HR1152 - Relating to live
stock auction markets.
In the House;
IIB1154 - Relating to live
stock transportation certificates.
HB1356 - Relating to imi
tation milk products.
12',4-22'i
Lf TiTvsi TlTtfvrff
vV 1 d e r, bra- concealing
straps for the sheath-graceful, .
low-curved collar for the jack.
ct. Town-and-travel success in
cotton, shantung.
Printed pattern 9333: Half
sizes 12V4, 14'4, 18'i, 18V4,
20 'i, 22li. Size 16'.i costume
takes 4 yards 35-inch.
FIFTY CENTS in coins for
this pattern-add 13 cents for
each pattern for first-class
mailing and special handling.
Send to Marian Martin, Med
ford Mall Tribune, Pattern
Dept., 232 West 18th St., New
York 11, N.Y. Print plainly
NAME, ADDRESS with SIZE
and STYLE NUMBER.
FREE OFFERI Coupon In
spring pattern catalog for one
pattern free - anyone you
choose from 300 design ideas.
Send 50c now for catalog. -.
irrrrrrni
Salaries of $3820
to $4110 and up
if you can type and
take shorthand!
There are U. S. Civil Service
openings for trained typists and
stenographers in every stale
and most cities. Benefits include
long vacations, sick pay, re
tirement benefits.
Start Training Newt
Spring Term Begins
en March 25th
ROBERTSON
SCHOOL OF BUSINESS
40 N. Riverside, Medford
Phone 773-4264
Cap C. Vandagrift
MAI ISTATI APPRAISER, CONSULTANT t NEGOTIATOR
ANNOUNCES
HIS NEW LOCATION
1 King Street Phone 779-1666
Medford, Oregon ,