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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (April 12, 1963)
5 y ! 1 H W b9 W 1 Tlr si 'tfc inffLKBivaLvk "ji-i ? SSlPi 'L&aaTJjFaaaeeW il V aaaaaTaaa)a3 jPaPajJaaaB MEDFOHD MAIL THIBUNE, MEDFORD, OREGON I Mrs. Colby Speaks At Peace Meeting "The truth about survival is that there is none." Mrs Ruth Gage Colby declared addressing the North west Peace Conference, recently held at Portland State col lege. Mrs. Colby, who is remem bered in Medford for her campaign for peace in 1958, when she addressed two local audiences, described as "in sanity" the military thinking which envisions 100 million dead to enable 20 or 30 mil lion survivors to .found "a new world free of commu nism." She also urged rejection oi any shelter program, assert ing that shelter builders are "victims of a terrible hoax that one can survive and wasting their last moments trying to save their skins when they should be trying to save their world." "War is dead," Mrs. Colby said. "No sane man talks in terms of victory." She pro posed an educational program to slow the arms race. FRIDAY. APRIL 12. 1113 I Gingham Gay REFLECTED IN INDUSTRY - An educated guess has it that the cultural explosion in this country has effected only about 36 million of the United States population of 180 million. This is reflected in the television industry, long accused of producing low-brow nrnprams for thp rpl of us. Here Mr. and Mrs. Don Phelan of Farmingdalc, N.Y., who use TV to keep their family informed, watch one of the 1960 Nixon-Kennedy debates. (UPI) III The Boom in Culture Boredom With Culture by Most People Not News to Radio and Television Industry By HARRY FERGUSON Washington - IUPP - When the American cultural ex plosion occurred, it did not mean that 180 million per sons suddenly became fascin ated with the arts. There is no accurate measuring rod, but expert opinion is that 80 per cent of our population to day is bored with culture and that the explosion has affect ed only about 36 million of us. This is not news to the television and radio industry, which is in business to make money and tries to devise pro grams that will cause the maximum number of persons to turn on the set. But it is a fact that must be faced by persons who denounce tele vision and radio - idiot box, wasteland, corruplor of youth - and who want less mass en tertainment and more culture. Mass entertainment is a tough thing to buck and has been , all through history. Poetry readings were fairly common in ancient Rome, but the attendance fell far short of matching the crowds that turned out when the gladi ators were fighting in the Colosseum. Or as Thomas Grif iith puts it neatly in his book The Waist - High Culture": "Those who acclaim the sale of half a million copies of the Odyssey in paperback might remember that such an audi ence would fill only one row in the stadiums full of Ameri cans reading comic books." Wield Great Influence Television and radio are under steady attack because they have created such a pow erful influence on Americans. At the end of 1962 there were 56.3 million television sets in this country and 176.6 million radios. A sophisticate can stay away from second-rate movies and refuse to buy shoddy books, but the television set is right in the living room and if he doesn't turn it on his wife or children will. The most common com plaint about television is that the screen is filled with vio lence. Television men reply that the high-brows who de plore the shooting and blood letting in "The Untouchables'1 are the same persons who ap plaud when Shakespeare strews the stage of "Macbeth" with corpses. Reports on Attitudes This argument has been going on for years and the end is not in sight. But Prof. Gary A. Steiner of the Uni versity of Chicago has just published a book that sheds much light on what the Amer ican people think about tele vision: "People Look at Tele vision - A Study of Audience Attitudes." It is limited to the reaction of adults, and it gives small comfort to persons who argue that the mass of Ameri can people are unhappy about what they see on television. Some of Steiner's con elusions: -T h c average television viewer has not gone beyond a high school education and has an income of less than $8,000 a year. -A cross-section of Ameri cans were asked to describe television programs in one word with this result: excel lent, 72; good, 244; trash, 19; vulgar.10. -Parents with children under age 15 were asked whether the children were better or worse off with tele vision in the house. Better, 75 per cent. -Forty-three per cent of the persons interviewed would prefer television without com mercials, but only 24 per cent of them would be willing to pay a small fee each year to eliminate commercials. Fifty seven per cent said they didn't mind commercials and some said they enjoyed them. -What new product in the last 25 years has made life more enjoyable? Men - tele vision. 62 per cent. Women -television, 61 per cent. Under Surveillance Anybody asking why tele vision doesn't accept the man date of the people and ignore the high-brows must remem ber that the television men are under constant surveil lance by the federal govern- only 12 per cent of the tele menl which has life or death licensing power. Shortly after he took office Federal Com munications Commiss ioncr Newton Minow told the na tion's broadcasters that tele vision was a "vast wasteland - a procession of game shows, violence, audience participa tion shows, formula comedies, blood and thunder, mayhem, sadism, Western bad men, Western good men, private eyes, gangsters, more violence and cartoons." That was the voice of au thority speaking, and tele vision once more was on the defensive. It began pointing out the cultural programs it carried, and it can make out a pretty good case for itself over the years. There is plen ty of good music and theater on television if the viewer takes the lime to seek it out in the programs. Radio is not all rock-and-roll, and CBS Radio has just broadcast its 1,000th performance by the New York Philharmonic Or chestra in which it has pre sented the work of 315 com posers. But who's listening? Last January there was an NBC TV opera broadcast. In the Washington area it attracted vision owners. Variety, trade paper of the entertainment field, recently published the Nielson ratings for the 15 most popular television pro grams in the two weeks end ing Feb. 24. The leader is "The Beverly Hillbillies," a series about rural characters who strike it rich, move to California and try to persuade their high-brow neighbors to drop in for a meal of hog O&C Delegation To Visit Capital jowl and sorghum. Next: The cultural artist and his problems. Higher Bond Limit For Education Urged Salem -lUPli- The education subcommittee of Ways and Means decided Wednesday to recommend a bill to let the higher education system in crease its bond limit for self liquidating buildings from $42 to $62 million. The system already was given a $10.5 million exten sion earlier in the session so that work could start on new buildings. The bonds are issued for buildings, such as dormitories, that pay for themselves. Chancellor R. E. Lieuallen commented on a proposal for year-round college. He said he was confident the state sys tem "will come to this," but it should not be pushed. The committee discussed spending priorities such as a $5 million science building at the University of Oregon ver sus SI million that would build a new community col lege campus for 2,000 students at Bend. 1 Your Money's Worth By SYLVIA PORTER Copyright, Hill Syndicate, Inc. Delight a bride, hostess or brighten your kitchen with color-lively linens. Glngham-gay-look in cross stitch with lazy-daisy con trast. Put on towels, cloth, curtains. Pattern 7222: six 4 tlx 10-inch motifs; direc tions. THIRTY-FIVE CENTS in coins for this pattern add 15 cents for each pattern for first-class mailing and special handling. Send to Alice Brooks, Medford Mail Trlb unc, Needlccraft Dept., P. O. Box 163, Old Chelsea Station, New York 11, N.Y. Print plainly NAME, ADDRESS, PATTERN NUMBER. 1963's Biggest Needlecraft Show stars smocked acces sories it's our new Needle craft Catalog! Plus over 200 fresh-to-you designs to knit, crochet, sew, weave, embroi der, quilt. Plus free pattern. Send 25c now! Chelmsford, England -4n- Qucen Elizabeth carried on the centuries-old tradition of distributing royal maundy money to the aged Thursday. The royal alms, given each Maundy Thursday, went to 37 men and 37 women - the number equal to the queen's age on her next birthday. Family Council Editors Nw Tar ramllv Coun ts! coiuliu of a Judie, m viyekU 'rut. thrr t clergymen atwfMBor dltur ffiimcrt'j editor, and two trrlltri In article ll ummrv or aa acsval caso history Too Council reports on roltmt that fcave been dtalt with by respoo nbla ageticter, and counselors, (t opyrlihl 1(11 Ct rural roatnrei Corp.) Mn. A.C. - He reads at the table, so the children want to do the same. Mr. A.C. - I have no other time to get through my paper and magazines. oo Mm. A.C. - In our house there is a difference of opin ion on "reading at the dinner table." My husband always reads while eating. Our chil dren say, "Daddy does it" when I tell them it's not nice table manners. I wish Alan would set a better example. Most important, the children must be confused between what I say and what he does. We agree on most other things. Mt. A.C. - A child might as well realize that a parent is in a different class. The rules my wife lays down for them don't apply to me. When they grow up and have families of their own, they'll have the same privilege to do as they wish. I know it s incorrect to read in front of others at the table, but it's my only chance. I can't read on the way to work, because I drive my car there. The Council: A little boy we know had the folowing dialogue with his mother at the breakfast table: "I'm nev- going to get married." "Why not?" "Because I'll be a Daddy and I'll have to read newspapers at the table and my children won't like me." His father, sitting there be hind the printed wall, got the message and said, "Good morning." No question about it, read- ing-at-table is a shutting out of the others present. At an unpleasant table it becomes escape. Can Mr. C. read and, at the same time, show he's conscious of his wife and children sitting there with him? Dining together is im portant. One way to create harmony would be to read aloud, discuss the headlines. Another idea is for Mrs. C. to explain to the kids that all good rules may yield to "emergency," and that on a final exam day even they may bring a book to the table. k 9. Newspaper Stand Theft Being Investigated ....... v, unci- iicwiui-i me stands were valued at per stands from in front of the Bamboo Terrace, 27 South PmIhI .... I.- 1 . i.nioi atve., cany yesterday - Is being investigated by Med-1 """"ling to police. The theft ford city police. I was reported about 5:17 ajn. $22.50 and were estimated to contain about S12 in change. e IMl VOlKSwACCN OF .MIMIC. IMC. Our '63 truck has two (2) engines. This year you can choose between two engines when you buy a VW Truck. The one on the left is our standard model, (The legendary engine that made Ihs VW famous.) The one on the right is our new optional engine. It costs a little more, but then it's mora powerful. (And It comes with bigger brakes.) Soy you generally carry a heavy load. Or say you have to do a lot of driving over steep, hilly terrain. Then, you'll probably want to take on our more powerful job. Do you know some of the advantages in the VW power plant? Both engines, for example, are air cooled. So Hiey can't boil over or freeze up. Both are short-stroke, low rpm engines. Which means leu friction, longer life. Both do about 24 miles to the gallon and hardly ever need oil between changes. Both go in back of the VW. Where they give the drive wheels unusually firm traction. The point Is this: No matter which engine you choose, you're still getting the same old Voiles wogen economy. '63 style. MORSE MOTORS 6th and Ivy Medford Phone 772-71 J5 Portland -4WD- A four-man delegation from Oregon's 18 O&C counties will go to Washington. D.C., next month to discuss threatened changes in timber revenue allotment. r-nM,.inna tt-nm 111.. 1ft counties met here this week. ! ver lc?st r&Lef?ta- Some congressmen have in dicated they would like to change the formula under which the counties get 75 per cent of receipts from O & C lands. Delegates decided not to try to change a decision that cut $540,000 from the Bureau of Land Management Budget for administering O&C lands. ADVERTISING BLASTS BACK In its first recommendations since its creation in 1962, the President's Consumer Advisory Council last month urged federal legislation to stiffen controls over packaging, labeling and the disclosure of interest charges on instalment loans. Before Congress right now are "truth in lending" and "truth in packaging" bills. California's Governor Brown has just handed the state legislature 25 separate, tough "consumer protection" bills and dozens of states have formal or informal consumer protection programs. And with mounting fervor the various federal regulatory agencies are handing down "pro-consumer" rulings guaranteed to raise howls of protest from businessmen. The target of much of this activity is the $12 billion a year U.S. advertising industry - which has come in for some severe criticism in recent years. How does the advertising industry itself react to the blasts about its ethics and quality? Here, from Charles H. Brower. president of Madison Ave nue's giant Batten, Barton, Durstine & Osborn, Inc., are some "reverse twist" views on what's going on which are at the Please Clip- Oat your friend and neighbor! to sign thla appaal, than deposit It In tha marked container at tha bandstand In the library Park after church taster Day. You can make YOUR influence fait in hi great cause fair paaca. YouCanTake ItWithYou! PORTABLE PLUS Enjoy the magic sound of rich, full stereo! See the Trimline's sleek, lightweight, compact styling! A real beauty to show off wherever you take it. Tan or Antique White non-marring vinyl is washable, always looks new. j Snoaker w inirs swine forward or can be detached and separated up lo ( 11 feet for extended stereo. drop-down changer . balanced sound system scutf-proof, washable vinyl 4.5PEED AUTOMATIC CHANCER AUTOMATIC SHUT-OFF PLAYS BOTH STEREO AND MONAURAL DUAL STEREO AMPLIFIER 2 DYNAPOWER SPEAKERS C v: SQLoo 7U STEREOPHONIC TRIMLINE PHONOGRAPH 115 East Main-Medford and 115 East Main-Ashland APCO. Terms of Course! Porter: What's your reaction to the stepped-up drives to protect the consumer? Brower: What we really need in Washington is a Cabinet level department to protect the manufacturer from the con sumer! The consumer is not nearly as defenseless as com mittees may dream. She may be a sweetheart lo her husband and a loving mother to her children, but she's a tough shop per in the marketplace. If she buyi a certain product it is only because she hasn't yet found one that she likes better. And she will scratch a manufacturer off her list forever if the thinks she is being cheated. No manufacturer in his right mind would even think of cheating her, for her vengeance would be swift and sure. Since she averages only 20 minutes in a store and has some 5,000 items to contend with, or 250 a minute, it seems unlikely that the consumer is going to compare cost per ounce even if such information were required to be printed in type bigger than the package. Porter: You're not concerned about more government regulation? Brower: I don't have any great worry about it and a certain amount of government regulation is necessary. How ever. I do wish the government would decide whether it wants to put its foot on the accelerator or the brake where business is concerned. Porter: What's your view of the quality of advertising today? Brower: I'm as proud of the bulk of it as lawyer arc of the bulk of law practice or physicians are of medicines. There are quacks, of course, there always will be, but on the whole advertising is doing a great job. Unfortunately, if you were to ask the average person what the advertising man thought of him he probably would say, "He thinks I'm stupid." Actually, I don't think adver tisers are shooting at a 12-year-old level, but there is too much repetition of TV commercials in an effort to Justify the original cost. People leave a movie when they say "this is where we came in," but with TV commercials, they have to say it 35 times. I don't know the answer to this. It all comes down to an economic question: you have to spend the money to get a good commercial in the first place, and then to amortize the cost you have to keep using the commercial over and over. My fear is not that people will be mad at advertising or march to Washington but that they'll fall asleep not like it or look at it That would be the worst thing that could happen. Porter: Can advertising continue to grow at today's pace? Brower: It will have to grow faster. We're now pouring two million more people every year into the labor force on top of those currently unemployed. To employ these people, we'll have lo stimulate consumption. Our gross national product may reach SI trillion by 1970. We must have the consumption to match the production and in order to achieve that we must sell Increasingly, adver tising is the only contact a manufacturer hag with a con sumer who buy his cigarettes in a machine, his groceries at a supermarket. How can any manufacturer talk to them except through his advertising? I think we're just on the threshold of great new growth i An Raster Appeal We undersigned American citizens support President Kennedy's call for a nuclear test-ban agreement e being in the national interest of the United States at wall at to the benefit of all humanity. We deplore the milted opportunitiet which have prevented an earlier agreement. We recognize that no agreement it risk proof. However, on weighing tha rltkt, continued unlimited letting and an unrestricted armt race are greater ritkt than a treaty with atturancet of the kind being sought by our negotiators. A tett-ban treaty would appreciably letten tha dangert of tha armt race in that it would slow the de velopment of nuclear weapons. A tett-ban treaty would tlow the diffutlon of nuclear weapont to counlriet which do not now possess them. A tett-ban treaty would be a harbinger for greater slops in ditarmament becaute It would give tha nuclear nationt increased confidence In each other, and experience with intpection meaturet. A tett-ban treaty would eliminate the danger of new radioactive falloutt from atmoipheric weapon tests. We call upon Pretldent Kennedy and hit edminlttration to pertltt In their efforts to negotiate an effective tett-ban treaty with the Soviet Union. We pledge our effort! to unite our friends, nelghbort, and elected repretentativet in support of the signing and ratification of a treaty ending all nuclear weapont teitt. DR. JOHN C. IINNITT New York, N.Y. LUCY P. CARNER Philadelphia, Pa. BENJAMIN V. COHIN Washington, D.C. STUART CHASI Georgetown, D.C. NORMAN COUSINS New Canaan, Conn. CLARK M. IICHIL1IRGIR New York, N.Y. RABBI MAURICI IISINDRATH New York, N.Y. RIV. HARRY I. FOSDICK Bronxville, N.Y. JIROMI D. FRANK, M.D. Baltimore. Md. IRICK FROMM New York, N.Y. OR. D. MCLIAN GRIELEY Boston, Mass. RIV. DONALD HARRINGTON New York, N.Y. PROF. H. STUART HUGHIS Cambridge, Man. DR. HOMIR A. JACK Scarsdale, N.Y. DR. DAVID R. INGLIS Chicago, III. LINORI MARSHALL New York, N.Y. STIWART MIACHAM Philadelphia, Pa. LEWIS MUMFORD Amenia, N.Y. CLARENCE PICKETT Philadelphia, Pa. PROF. DAVID RIISMAN Cambridge, Mass. ROBERT RYAN Bronxville, N.Y. NAME DORI SCARY New York, N.Y. JOHN SLAWSON New York, N.Y. BENJAMIN SPOCK, M.D. Cleveland, Ohio ROBERT STEIN New York, N.Y. HAROLD TAYLOR New York. N.Y. NORMAN THOMAS New York, N Y. HON. J. J. WADSWORTH Washington, D.C. MRS. DAGMAR WILSON Washington. D.C. ADDRESS Add your name and ask your friends to sign this Appeal Mail to President John F Kennedy. The White House, Washington 25, DC, as scon as possible. Permission is given lo duplicate this Appeal, or you can obtain additional copies from the American Friends Service Committee, National Committee lor a Sane Nuclear Policy Women's International League tor 3eace and Freedom, or Women Strike tor Peace. Jackson County Chapter -Oregon United Nations Assn. J
