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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
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trast. Put on towels, cloth,
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unc, Needlccraft Dept., P. O.
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plainly NAME, ADDRESS,
PATTERN NUMBER.
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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
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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