MEDFORD MAIL TRIBUNE, MEDFORD. OREGON
TUESDAY. MAY 28. 1963
Edited by The Mail Tribune Advertising Department
NEW CHEVROLET CHEVELLE COMING. A new motor car. the Chevelle. will appear
on U. S. roads this all, according to Fortune magasine. The auto will come irom the
Chevrolet Division of General Motors Corporation and will be intermediate in siie
between the standard Chevrolet and the compact Chevy II. It will compete with Ford's
intermediate car, the Fairlane.
Earlier rumor about such a possible addition to the Chevrolet line speculated on Chev
air or Corselle as a potential name for the new car.
OREGON FRYER BUDGET BOOSTED. More people are going to learn about Oregon
fresh fryers this year than ever before. The Oregon Fryer Commission, at its May meet
ing, approved a $47,000 budget for the year ahead. This is up $2,300 from the previous year
with the additional funds aimed at more attention to fryer promotion, said Warren Mer
rill, commission manager.
Public hearing on the budget has been set for June 25, 11 a.m., at the commission
office, 264 Lancaster Drive, S. E., Salem.
MAYOR JIMMY DUN
LEVY is shown, at left, clip
ping the ribbon which offic
ially opened the attractive
new home of Jim's Floor
Cover Shop recently. Several
hundred southern Oregon and
northern California people at
tended the opening at 1246
South Riverside avenue in
Medford. Jim F. Poole, who
with his wife Marion and son,
James, established the suc
cessful business five years
ago, is shown at left observ
ing genial Jimmy's technique
in handling the ribbon-cutting
job.
CHAIN STORES HAVING
GOOD YEAR. Leading chain
stores and mail order houses
in the U. S. continued to chalk
up sales gains in April and
in the first four months of the
year, according to a New
York Times survey of 34
chain and catalog operations.
Total sales of all 34 rose to
more than SI. 6 billion in
1962. In the first four months of this year, sales totaled $5.8 billion-up 6.2 over the January-April
period of last year. Of the ten categories included in the survey, eight (mail
order, variety, general merchandise, grocery, drug, shoe, apparel and automobile variety)
chalked up sales increases. Two categories (furniture and men's wear) reported sales de
clines. SOUTHERN OREGON FORD DEALERS. The Ford Division of the Ford Motor Com
pany, and Tennessee Ernie Ford have joined forces for an unprecedented May-June sales,
merchandise and advertising promotion.
This promotion, now underway, is geared to give consumers the saving benefits of top
volume sales as Ford Dealers go after their share of a history-making 2,000,000 car and
truck market in May and June.
Newspapers will again be the major rrdium in this promotion. The advertisements
will offer car and truck vacation specials and a chance to win a Falcon V-8 Squire Wagon,
along with valuable camping gear for Western Vacation living.
Tennessee Ernie Ford will appear in all newspaper advertising playing the part of
"salesmen extraordinary" for Ford Division and Ford Dealers during the two month cam
paign. A LOW PRICED WATCH so well made that jewelers can recommend H, is the prom
ise for the sensational new Caravelle watch, a product of Bulova, which is making watch
history. Four Medford jewelers, Wcs Pearson, Lawrences, John Nuich and Brophy's have
become so enthused about the new Caravelle watch they are running combination adver
tising with their signatures at the bottom. This is the first time this has ever happened in
Medford.
The local jewelers say this new watch has precision accuracy, lasting beauty and fine
craftsmanship at a new low price! The Caravelle watch must pass over 50 quality inspec
tions! Another outstanding feature for a low priced watch is that it can be repaired by
any capable watchmaker.
HOWELL NEW WHITE KING AREA MANAGER. Eugene R. Howell. Jr., has been ap
pointed area manager in Oregon for White King Soap Co., Sidney H. Gilrrore, director of
marketing for the company reported.
In his new assignment. Howell will be assisted in Oregon by Dal Keele and Bill Carter.
Born in Boise, Idaho. Howell attended the University of Seattle as a pre-law student. He
left the university in 1940 to join the U. S. Navy where he served for six years.
He has been in the retail grocery and food brokerage business and was associated with
the Carnation Co. from 1953 until he joined the White King Company in 19E2.
NEW RESEARCH REVEALS GAPS IN TV VIEWING. The important thing to television
advertisers is not how many sets are tuned in but how many people are looking at
them-and at the commercials. So said Paul E. J. Gcrhold, vice-president of marketing
services, Foote, Cone & Bclding advertising agency, before the spring meeting of the Asso
ciation of National Advertisers in New York. He reported on "an original study of tele
vision advertising" conducted by the agency and based on extensive research made in
Queens, New York. The report showed that 14.4 of the homes were tuned to the
average evening network TV program, or "surprisingly" almost four points lower than
the average rating shown for the same period for the whole metropolitan area by one of
the rating services. The research also revealed that only 9.4 of the housewives viewed
some part of the average evening net work TV program: only 6.8 of the housewives had
a chance to see a specific commercial on the program; only 3.8 could remember, the
next day, that they actually had seen the commercial, and only 2.5 could remember
and could prove they saw it by actually recalling something it said or showed. Mr. Ger
hold asked the ANA meeting: "Am I right in guessing that you have never before heard
such small figures used to describe the research and performance of evening network television?"
gMiMiirsisfcV
2 packages lemon
jello
2 packages orange
jello
1 can Real Gold
orange base
ORANGE SALAD
cups liquid-use 1 can Mandarin
juice from Real
Gold orange base
plus peach juice,
plus water to
make 6 cups
orange segments
Hi cups diced celery
1 cup chopped nut
meats
cups sliced
peaches (canned
or fresh)
Makes 15 servings
FRUIT SALAD ORANGE DRESSING
Prepare fresh or canned fruit sections as for salad. Blend 1 tablespoon Real Gold
orange base (undiluted), shake of lemon juice and dash of red pepper into 1 cup may
onnaise or sour cream. Serve over fruit salad.
BROILED HAM SLICES WITH ORANGE GLAZE
1 slim ham 1 inch 1 can Real Gold
thick orange base
Brush slice of ham with orange base. Broil under full flame 7 minutes. Turn and brush
second side with Real Gold orange base. Lower flame to medium and broil for five min
utes. SAUCE FOR HAM SLICES
Combine 1 can Real Gold orange base (undiluted) with spices (including cloves), and
heat. Serve hot on slices of cooked ham.
WEDDING INDUSTRY' HIT BY COST-CUTTING TREND. The father of the bride
may be "getting a break" but the fact that more young couples and their paro iU are
shying away from elaborate weddings isn't the best news for retailers catering to the
bridal market. Gowns have generally become less ornate, wedding parties smaller and
receptions less lavish, reports The Wall Street Journal. Many caterers sense a more prac
tical attitude on the part of engaged couples. Reports a Pittsburgh caterer: "You quote
them a price on the telephone, and when they find out that the bill may come to $600
or $700 for the size reception they want, they often figure the money could be better
used to buy furniture." However, the steady increase in the number of marriages each
year is easing the impact of the cutback in expenditures for individual weddings. Also,
wedding gifts appear to be one area where there is little evidence of a cutback, according
to WSJ. "People are going more for our higher-priced wedding gifts," reports Walter Hov
ing. chairman of Tiffany & Co., New York jewelers.
There will be more than two million weddings in 1970, according to government sta
tisticians. Last year, there were 1,580,000 marriages in the U. S., up from 1.494,000 in
1959. The big spurt in marriages is predicted when men and women born in the post
World War II baby boom will be reaching the peak marriage agcs-18 for women and 21
for men. A possible future trend: Hess Brothers Department Store, Allcntown, Pa., attrib
utes a 10 gain in volume for its bridal shop during the past six months to a recent in
troduced service for widows and divorcees planning to remarry.
WARM WEATHER MEANS 'HOT' SALES SEASON. Room air conditioner sales spurt
as warmer weather approaches, reports The Wall Street Journal. Factory shipments are
running 50 above a year ago. "With this good start and given a hot. humid summer, in
dustry sales may set a record this year," says an Admiral Corp. official. "People are
spending more freely." adds a sales official official of Northlown Refrigeration Corp., a
Chicago dealership where sales are running 30 ahead of a year ago. A Dallas distributor
predicts a 15 gain for the year. Clevelanders are buying larger uniis and equipping
more rooms, dealers report. Prices are unchanged from 1962 in most stores, except for
some bargains, available at 10 discounts, in year-old models.
Hatfield Summons
Emergency Meeting
On Civil Defense
By United Press International
Civil defense appeared to
day to be practically a dead
duck in Oregon.
Gov. Mark Hatfield Cdlled
an emergency meeting of the
state's civil defense advisory
council for this afternoon to
discuss a big legislative cut in
the state program.
In Portland, the City Coun
cil informally rejected an of
fer from ' Assistant Defense
Secretary Steuart L. Pitlman
for a meeting to reconsider its
decision to knock out the city's
CD program.
The Senate voted 22-8 in
Salem Monday to cut back
the state agency from 18 to 3
members by appropri a t i n g
only $52,000. The House took
similar action earlier.
Faces Loss of Funds
State Civil Defense Director
Robert Sandstrom said Hat
field called the meeting to dis
cuss the future and scope of
state civil defense, as well as
what to do with equipment
and shelter -marking aspects.
The state faces loss of federal
matching funds.
Hatfield had asked for a 20
man CD agency. The Ihrce
member agency approved by
the legislature would be a co
ordinating staff attached to
the governor s office.
School News
Howard School
Next year's beginning first
graders were greeted recently-
Invitations were mailed to
53 boys and girls. Of these,
the following attended: Glenn
Archibald, Loena Carpenter,
George Brcaaeale, Penny
Cook, Stephen Grensky, Mary
Ann Graves, Gary Huffman,
Connie Hayes Debbie Jones,
Peggy Laurine, Donie Wool
stcnhulme, Jennifer Madden,
Wendy Rawlins. Rusty Find
ley and Linda Chapman.
Others attending were
Mark Bodcnstag, Christine
Bateman, Kenneth Dawson,
Larry Henderson, Vonnie Du
Bosc, K a y d o n Gundcrson,
Marvin Poulson, Victoria
Kruggel, Dale Stutzman, Su
san Lewis, William Young,
Craig Conner, Teresa Traut
man, Christi Roberts, Eliza
beth Gaswint, Margie Rodell,
Michael Bateman, Gwen Bis
well, Johnny Cox, Diana Cole,
Patricia Couch, Curtis Strick
land, Anita McAnally, Pat
rick Strait, Sammy Wenzel,
Nancy Snyder, Dcbra Weems,
Michael Poulson and Gregory
Smith.
Mrs. Nita Birdscye's fifth
grade class was happy to wel
come back Mrs. Flanagan aft
er her accident. We had a
good time swimming at her
home following our Health
Day program.
Pat Barnard is our new
class president, David Jarvis
is our vice president, and Jim
Pardee is our secretary.
Mrs. Flossie Murray's spe
cial education class enjoyed
planting a garden in our room.
We planted radishes and flow
ers. We wrote our own story
book.
Tommy Ralston's mother,
Mrs. Ralston, helped us make
several ceramic pieces. We
enjoyed making the ash trays
and sculptures.
Howard school took a fifth
place in the city track meet
recently at the high school.
This was a good showing since
there are 14 schools in the
district.
Chris Sage, who had a first
place in the high jump, a sec
ond in the pole vault, and
a third in the 60-yard dash,
was the top scorer for How
ard school with 24 points.
The Class C relay team,
composed of Paul Ross, Bobby
Darling, Johnny Jack and
Darrell Friesen, made an out
standing performance in vin
ning the event.
Mohawk Indians To
Reconstruct Village
Hogansburg, N.Y, - (UPI) -The
Mohawk Indians are
building at their reservation
near this Franklin county
community a replica of a vil
lage their ancestors lived in
hundreds of years ago.
Tourists will be guided
through the village by mem
bers of the tribe who will pro
vide lectures on Indian cus
toms and lore.
The village will include
camps and huts exactly as
they appeared 300 years ago.
Gas Tax Increase
Hears Brown's Desk
. Sacramento - fUPD - A bill
to increase the state's 6 cent
gasoline tax to 7 cents a gal
lon was only two steps away
from Gov. Edmund G.
Brown's desk today.
Its chances of reaching the
governor were rated excel
lent. The only remaining ques
tion was this:
What will Brown, who cam
paigned last fall on a promise
of no new or increased taxes
this year, do about the bill;
Will he sign it or veto it?
The bill, by Sen. Randolph
Collier (D-Yrcka) cleared its
final committee hurdle Mon
day afternoon when the As
sembly Ways and Means com
mittee approved it on a voice
vote.
The next step is action on
(he Assembly floor, possibly
this week. But before it
readies the governor, the bill
must return to the Senate,
which already has approved
it, for upper chamber action
on major Assembly amendments.
Subscribers
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MEMORIAL DAY WEEK END PICNICS, patio parties and barbecues offer fine oppor
tunities for new, luscious treats made with Real Gold, with its California orange base. This
popular concentrated. non-froen orange juice is vitamin C enriched. Here are I few new
Real Gold recipes to delight Mail Tribune homemakers:
ORANGE BREAD
a etitx sifted flour 1 teaspoon baking 1 can Real Gold
3 teespoons baking
powder
soda
1 teaspoon sell
1 i cup sugar
2 eggs
1 cup chopped pecans
orange base
4 cup water
Ki cup shortening
Sift together flour, baking powder, soda and salt. Combine orange base and water.
Cream shortening and sugar until light and fluffy. Add eggs one at a lime, beating well
after each addition. Add dry Ingredients alternetely with orange base and water, stirring
only enough after each addition to blend thoroughly. Fold in pecans. Pour into greased
9x5x3 Inch loaf pan. Bake in moderate even (325 degrees) about 1 hour. Let bread cool
in pan 5 minutes, turn out onto wire cake rack io cool. Slice and serve "as is" or spread
With butter or cream cheese. M.'kes one 9x5x3 inch loaf. '
M
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627 North Central Avenue Phone 772-5056
2995
Installation extra
Portland, believed to be the
first major city to vote out
civil defense funds, was urged
by Pittman to reconsider. He
wired Mayor Terry Schrunk
and other city officials,
Schrunk said it was his
opinion that Pitlman "has a
great deal more Information
about the need for civil de
fense than we do, and as far
as I'm concerned, I'm willing
to meet with him or anyone
else. But Commissioner Or
mond Bean said the City
Council, silling as a budget
committee, declined an offer
to meet with Pittman.
County Uninterested
"The city has twice voted
down civil defense," Bean
said. "Now the slate is drop
ping it, and the county has
said it isn't interested. I can
see no reason why we should
continue it."
Pittman said Portland was
one of several dozen cities
fortunate enough to have
enough shielding from fallout
radiation to accommodate its
entire population.
At Salem, legislators have
charged the state CD agency
has proved ineffective, par
ticularly during the Columbus
Day storm.
Ironically, the federal gov
ernment Monday began mov-
B 5
Kennedy Planning
Quiet Observance
Washington -IUPD- President
Kennedy plans to celebrate his
46th birthday with a quiet
dinner party Wednesday at
the White House.
The White House said Mrs.
Kennedy is giving the dinner
for the President and mem
bers of the Kennedy family,
and would not release details
because of "family tradition.'
The While House said Presi
dent Kennedy will not hold a
news conference this week,
and will probably spend part
of Memorial Day at Camp
David, Md., returning to
Washington Friday.
'Spur of the Moment'
Bank Robber Caught
Chattanooga, Tenn. - flJPD
A man armed with a small re
volvcr robbed a Cleveland,
Tenn., bank of $15,806 Mon
day. He was arrested 214
hours later walking along a
sidewalk with two sacks of
money.
"My wife needed an oper
ation and I couldn't borrow
the money," William Parks,
41, told officers who arrested
him. "It was just a spur of
the moment thing."
ing survival equipment and
supplies into five government
buildings designated as publio
shelters in Portland.
&4 1 .
A
Bit
by
bit...
every litter bit hurts
A..
W1 .
-4
k
miA
DON'T BE A LITTERBUG! If litter bugs you-as it does most
people, don't you be the guilty one. Stash that trash in the litter
basket at the beach. And you're not being square, you're being
smart to carry a litterbag in your car. Because tossing litter
away is like tossing money away. You could be fined for breaki
ing the laws against littering. So always stick your litter in the
basket -then you won't get stuck with a fine. And ifc
you will help KEEP AMERICA BEAU.TJF.Ul, I ' Sr
MEDFORDiTRIBUNE