8 A
TUESDAY. JULY 8. 1963
MEDFORD MAIL TRIBUNE. MEDFORD. OREGON
Edittd by The Mail Tribune Advertising Department
HriMF r-nnna SALES CAIN IN SECOND QUARTER. Consumer purchases of furniture
appliances, TV and other household equipment in the aecond quarter of 1963 increased
about lay over I9oi, zeporis me r Mini nuirr i iiihiuibuhu
ben the large volume of residential construction, which has held at advanced levels longer
In this expansion period than at any time since tha early postwar period, states Home
Furnishings Daily. Demand has been strong mis spring tor sucn proauci. uunwn
r. clothes drvers and air conditioners. The FRB reported that color TV has been ' gain.
Inn in consumer acceptance" after an extended period of slow growth. "With a large mi
jority of households still without these products, purchases for the most part have repre
sented initial acquisition rather than replacement, n was pointed oui. rno iu m
consumer buying plans for tha months ahead have been broadly consistent with the act
vanced level of durable goods purchases already attained.
COLEMAN OBSERVES ANNIVERSARY. Hush Coleman
president of Crater Lake Motors, is celebrating thirty-seven
vears association with the Ford Motor Company this week.
The firm, which he heads, dealers for Ford, Falcon and
Thunderbird cars and Ford trucks, has an investment in
this , area in excess of a million dollars and a staff of 61
people.
Crater Lake Motors' offices and new car display rooms
are located at Sixth and Fir streets, across from the Mail
Tribune building. The car display lot and shops extend the
entire block to Main street. The company's truck sales and
service headquarters are located at Sixth and Fir across
from the Hotel Holland and the used car lot is situated at
Eighth and Fir streets. In Central Point the crater L,aKe
Motors' used car lot is located at Second and Pine streets.
Hugh Coleman's brother, Fred, is general manager of
Crater Lake Motors and his son, Jim, is manager of Southern
Oregon Lease Company, Ford's authorized leasing system for
Ford cars and trucks.
Last year Crater Lake Motors sold 1,984 units.
LOCAL WINNERS IN HARDWARE CONTEST. Special
Hardware Week contest prises have been won by two local
people, Mrs. Norman Burke, of 645 S. Ivy street and Mr.
Orrin L. Brown, 1618 E. Jackson street, Medford. The prises
were awarded from participating manufacturers through
Acma Hardware Co.
Acme Hardware has taken part In National Hardware
Week, a program sponsored bv the National Retail Hardware
Association, aver sine this event was start ed several years ago. Each year some of Acma
Hardwares customers have been among the winners awarded prises. The west nana
Company of West Bend, Wisconsin and tha Coastal Abrasive Ic Tool Co. of Long Island
City 1, New York contributed tha items being presented to the Medfordites.
Hugh Coleman
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NATURAL CAS OFFICIALS VISIT HERE. A group of four executives connected with
El Paso Natural Gas Company visited Medford recently. They were touring Southern
Oregon in connection with the proposed natural gas line from Eugene to Ashland. Mr.
R. W. Harris, vice president, Northwest Division of El Paso with offices in Salt Lake
City was much impressed with the economic outlook and potential of this area. He slated
that in his experience the advent of natural gas has always given an economical boost
to the areas served, and that he is proud El Paso is participating in the multi-million
dollar project.,
Piclured above are E. R. Hoppe, division merchandise sales manager of California
Pacific Utilities Company, Medford; Marshall Willis, director of advertising and public
relations for El Paso Natural Gas; R. W. Harris, vice president, Northwest Division of
El Paso Natural Gas with offices in Salt Lake City; Frank J. MangRn, advertising man
ager for El Paso Natural Gas; Lloyd Stackhouse, vice president of Bozell and Jacobs, Inc.,
advertising firm at Seattle; V. V. Lyman, division manager of California-Pacific Utilities
Company, Medford.
IDAHO MAN JOINS SEARS STAFF. G. L. "Jerry"
Everitt has just assumed the position of merchandise man
ager at Mediord's Sears, Roebuck store, succeeding Wayne
Allen, who has held that post since the firm entered the
Medford market. Allen has already moved to Eugene and
. Joined the Sears organisation there.
Jerry Everitt, who has lived most of his life In Idaho,
attended tha Meridian, Idaho, schools and tha Nampa Busi
ness College at Nampa. Ha (olned Sears, Roebuck at Cald
well, Idaho, and later became merchandise manager of the
Chehalis Sears store. He is a former member of the Chehalis
Junior Chamber of Commerce.
Everitt, his wife, Gladys, and four children, Gary, Bobby,
Jody and Betty, have established their Medlord home at 1601
Johnson street.
ADS CUT COSTS OF SALES. Sim A. Kolllncr, Jr., told
tha 41st annual conference of the Association of Industrial
Advisers in Dallas, Texas recently that more advertising
can mean lower sales expenso-a hypothesis which "holds
true for companies of different sizes and in different product
groups."
Kolllnger, who U research director of McGraw-Hill Pub
lishing Co., unveiled three studies which indicate that com
panies with high advertising have low sales expense.
,. The address to the group was reported In Advertising Age.
BEARS SETS BIO NEWSPAPER BUDGET. Sears, Roebuck and Co. expects to spend
more than $60 million for newspaper advertising this year, the company announced today.
' George H. Struthcrs, vice president in charge of merchandising, gave this estimate based
on preliminary reports and forecasts for the remainder of 1063 from more than 750 Sears
retail stores across the nation.
At the same time, he reported actual expenditures in 1962 established a new record of
$58 million for newspaper advertising. This was $5 m l Ion more than the intil oxnmHtture.
he said, and represented the fourth consecutive year that Sears newspaper advertising has
toppea qu muuon.
Struthcrs noted that in 1962 the company's retail stores purchased 286.5 million lines of
wniie space in zi aatiy and weekly newspapers - located in every state except Alaska,
where Sears has no retail stores. Linage increased 7.9 per cent over 1961, he said, while the
cost of space increased 9.4 per cent.
The $58 million represented 71.2 per cent of Sears total retail media expense of $81.4
million. Advertising through circulars, magazines, radio and television, and miscellaneous
media accounted for the remainder.'
Sears' continuing expansion program has resulted In a steady Increase in the use of news
paper advertising, Slruthers pointed out. The number of Scars stores has increased from
625 in 1948 to a total of 748 at the end of 1962. In addition to this increased number of
stores, nearly 200 new stores have been built to replace older, smaller stores.
In the same 15 years. Sears stores have Invested more than $600 million in newspaper
advertising. And the company's sales have doubled - from $2.3 billion In 1948 to $4 6 bil
lion in 1962.
"This is tangible evidence of our continuing faith in the potency of newspaper adver
tising," Strutherg said.
"From the dayg Sears opened Its first retail store," he said, "the company has made
greater and greater use of newspapers. It is obvious that Sears store managers continue to
regard the newspaper as their major medium for more than historical reasons. Their evalu
; ation is based on the day-to-day results In their stores."
Sears has previously announced plans to spend approximately $100 million for expan
sion this year. U plans to open 27 new retail stores, including 17 In communities which
aave no retail store and 10 which will replace older stores with new and larger buildings.
UNCLE SAM CEREAL PROMOTED IN MEDFORD MARKET. A "3-step plan" to
natural regularity and refund of 25o are featured In the advertising program of Uncle
Sam Laxative Cereal, currently being conducted In the Medford market.
The company offers, in their advertisin g, a simple 3-step program designed to correct
Irregularity problems. The advertising points out that; "this delicious food is not merely
a 'bulk-type' cereal but a combination of nourishing foods that aids regularity gently and
naturally." Also, for dieters, the company points out that the cereal contains only 111 cat
ories per average serving.
By filling out a certificate and mailing it with package top. the buyer can receive
a 25c refund. The offer expires August 18, 1 963. .
BACK-TO-SCHOOL SALES POTENTIAL CITED IN NEW FOLDER. "It's Time for a
Plan," a new 4-page folder-presentation on the back-to-school market has been released
by the Bureau of Advertising, ANPA, and is available to retailers through member news
papers of the bureau including the Mail Tribune. In describing the retail sales potential,
the folder provides estimates of August-September volume per 1,000 households for six
basic back-to-school merchandise lines, plus spaces for working out local sales potentials.
The folder also cites the increase in back-to-school advertising by apparel retailers and pro
vides the procedures and working spaces for setting up an advertising plan.
WHEN ADS STOP, PUBLIC FORGETS, STUDY SHOWS. The consumer's "image
of a product Is likely to be more influenced by actual usage than by any amount of
advertising exposure. However, when advertising stops, awareness of a product "decays".
reports Advertising Age. .
This is one of some 19 conclusions drawn from an advertising repetition study con.
ducted in 1960 by the Harvard Graduate School of Business. The findings have just been
released after three years of "analysis."
NEW PLAN TAKES GUESS
WORK OUT OF PAINTING.
Nothing gives a home a quicker
nit than a fresh coat of paint.
Whether it's a single room or the
whole house, those who have
been delaying this vital job be
cause it seems difficult and mysterious-need
not wait longer.
Paint manufacturers and deal
ers can give a wealth of infor
mation, all designed to make
painting pleasant, fun and pretty
nearly fool-proof.
One paint manufacturer (W.
P. Fuller & Co.) offers a specific
detailed plan, custom-tailored for
any painting project, and guar
antees the results if instructions
are followed.
Keystone of this "guaranteed
painting plan" is a series of 15
colorful folders, each giving de
tailed step-by-step instructions
for a particular paint job. To
gether they cover virtually ev-,
ery kind ot painting encount
ered around a typical home.
Each folder has a Quick check
list showing the paint to choose
and the way to proceed with a
variety of such conditions. There
are spaces to attach chips of the
mating how much paint needed
tions to make the job easy, and
start to finish.
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colors selected. There's an easy system for quickly esti
and a space to enter the quantities. There are sugges
simple Instructions that take the buyer step by step from
Finally, there's the guarantee: if the home nalntpr hn follows
will be good. If results are not satisfactory the paint will be replaced or its price refunded.
uuuer vnis pun neaiers go mrougn each detail with the customer. They help him
choose colors, check surface conditions, estimate quantities. The folder is filled out with
the specific answers for the specific job, and the home painter is on his way to care-free
painting. ,
The new "Guaranteed Painting Plan" is available at Fuller W" de.I,
tnrougnoui uua on--a, ....... . , ---
Company and Hi-Way Lumber Company in Medford; Ash.
land Lumber Company, Eagle Point Hardware, Jacksonville
Lumber Company and Gunderson's Prospect store.
JAMES POND NEW I.D.S. MANAGER. Paul R. Moore,
district manager of Investors Diversified Services announced
last week that James A. Pond has been appointed zone man
ager for I.D.S. in this area. Mr. Pond was associated with
investors in Eugene, Oregon before moving to Medford. Prior
to that time Jim worked for the Pacific Power and Light Co.
Jim is a graduate of Medford High school, class of 1950.
The board of directors of Investors Mutual, Inc.. has just
declared a quarterly dividend of 10 Vt cents per share pay
able June 28 to shareholders of record at the close of business
on June 27, 1983, Harold K. Bradford, chairman and
president, announced.
MORE PEOPLE ARE PLANNING TO BUY NEW CARS
DURING THE NEXT SIX MONTHS THAN A YEAR AGO.
indicates the most recent quarterly survey of consumer buy
ing intentions, conducted by the Census Bureau in mid-April,
Plans to buy major household durables-such as washing ma
chines, refrigerators, TV sets and air conditioners-indicated
that buying should hold steady, and perhaps rise in the com
ing months. More households reported plans to purchase ona
or more of these products than reported such intentions in
either January 1963 or in April 1962.
hy .'J
James A. Pond
SAN FRANCISCO'S STORYLAND
has joined the city's famous zoo as a
major attraction to visitors with chil
dren. The zoo can be reached from the
beach on the 18 bus, or on the "L" street
car from downtown Market street. This
four-footed world of everything from
anteaters to zebras is open, admission
free, from 10 a.m. to dusk daily. Among
its more than 1,000 inhabitants are such
rare creatures as koalas, snow leopards.
African elephants, pigmiy hippopotami,
siamangs and saiga antelopes. Talking
boxes tell all about them when you
turn a key. So do the "white hunters"
who take visitors on a 25-minute tour
of the ' 70-acre grounds in motorized
"elephant trains" (children 15c, adults
30c).
Sioryland, adjacent to the zoo, is
imaginatively designed for pre-teen
pleasure. In a fairy tale fantasy come
true, tots can traipse through a pastel
reproduction of Rapunzel's Castle, ride a
spiral slide down the side of the Old
Woman's shoe (shown here), try the
Three. Bears' chairs for size and snack
in the Mad Hatter's Munch Bar. They'll
meet Little Miss Muffet, Old King Cole.
Jack and Jill, Humply Dumpty and Win
nie the Pooh. A dime supplies the open
sesame to this enchanted, 10-acre glade
seven days a week in summer from 10 A.M..
day (closed January 1 to mid-March).
The playground next door has sand pits and slides, a retired cable car, a carousel and
a miniature ferris wheel plus rides on the "Zooville Puffer" steam train and ponies and
covered wagons corralled at "Fort Funstown." Open every day, most rides 10 cents.
UPCOMING GENERATION WILL GEN-ERATE CREDIT BOOM. In the years imme
diately ahead there will be more young people, with more demands for consumer credit
and greater willingness to use it than ever before, said Dr. Robert W. Johnson, professor
of financial administration, Michigan State University at the 51st Annual International Con
sumer Credit Conference in Kansas city. However, Dr. Johnson declared, they need care
ful education in the wise use of consumer credit, reports Women's Wear Daily. "Just as
they are more eager to use credit than their parents, so are they less aware of the per
sonal responsibility that is a necessary accompaniment to the use of credit," he said.
5:30 P.M.; otherwise Wednesday through Sun-
1 "
Court Records
JUSTICE COURT
Ainiftna Dim let
Maraie M. Gtnrlch. disobeyed
milieu Aiicu vamvie
KniwuV D. Ren wick, overload.
Bill O. Thornton, overload, $28.
Ardn A Aatnr ulnletln. s.-
lo rule, $10. '
uopie L. Parker, overwfdth. $18.
Robert H WVirrf evnatlu. h1
io.
Thomas J. GianelH, violation of
basic rule, $10.
rHffnrH T. Cinnr.l ..Ut.st.. -I
basic rule, $10.
Harold L. Center, violation of
basic rule, $10.
Mnrinri n UUIH. ..11. 41
of basic rule, $10.
. Willard E. Masten, violation of
basic rule, $23.
Carl c. Sloop, Inadequate emer
gency brake, $H.
WilV R. Attauiav Mtirl..
$72.
Glenn L, McCracken, overload,
$78.
Arnnolrt J. Fein, overload ,$72.
Elmer M. Adams, overload, $80.
I.ftHoV M RtlHtirhanlf nuailnaJ
$2H.
Fred L. Herrlck, overload, $74.
nana t U.I n - U...ll 1
inn prohibited hours. $15.
.,"lu,""f neiviieuKii, 1M1IUIV ID
display PUC permit, $23,
j. nugcri, no operators
license. $3.
Daniel E. Hoffman, failure to
dim headlights. $10.
ttusseu i. ureen. overload. $45.
.1 nVI'H K Ktlllttt flianKai,.
elgn. $7.50. ' v
nenry u. uynge, expired motor
vehicle license, $5.
Walter R. Grabach, violation of
baste rule, $25.
jco w. McP arland, overload. $fl3,
Clarence W. Goldsby, overload.
$34.
William h. Nobbi, overload, $60.
RAWIBLER S SAV1NGEST DAYS" BEGIN RIGHT NOW!
mmmmmmmmmammmmmmmmmmmmmmmif' i ismpiinw"iai ir-mmmmiiv-m"" ' u 1 1
oTTTTYTT
II HI HI I in SlTltlllfTri"llllllllll--rillll - IHIIIIIIHIIIIBTi - - - -
Jerry Everitt
MKDFOHI) MUNICIPAL COURT
Jack Wayne Spence. no opera
tor. Ilccnac, S3 suspended.
John Richard Weber, violation
of basic rule. S20.
Sheri Elaine Lambert, no opera
tors license In possession, $5 sus
pended. Wayne Roy Taylor, disobayed
tralllc signal, SI0.
Carol Ann Krause, expired ve
hicle license. S3.
Bob Schtpper, violation of basic
rule, $10.
Roger Pharon Neel, disobeyed
stop sign, $10.
Thomas Dodson Raymond,' dis
obeyed traffic signal, $10.
Roger Edward Carrigan, viola
tion of basic rule. $30.
Bert Wallace Rlebe, violation of
basic rule. $10.
John Thomas Logston, violaUon
of basic rule, $10.
Edwin Haner Mann, disobeyed
stop sign. $10.
Oaviu Lawrence Shoemaker, vio
lation of basic rule. $as.
Willard Earl Rleseberg, Viola
Uon of basic rule. $10.
Samuel Krvln Morris, no opera
tors license in possession, i: de
fective equipment, $10.
Jerry Newton German, viola,
tlon of basic rule, $23.
Laurence Ernest Necly, viola
tion of basic rule. $23.
Everett Hale Greenman. viola
tion of baaiu rule, $23.
RIDE 'EM COWBOY
Pamplona, Spain-llTD-Jim
Woobson of Austin, Tex., was
knocked down Monday1 by
two Spaniards when he violat
ed local custom by riding a
Spanish fighting bull rodeo
style.
"Actually," Woobson said
later, "I think it's easier to
ride these bulls than the Brah
mahs in Texas."
JOBS AT STAKE
Richland, Wash.-fliPH-Many
Pacific Northwest lobs are at
stake In the battle in the U. S.
Mouse of Representatives ovr
final approval of the North
west Power Preference bill,
Sen. Henry M. Jackson, (F
Wash.), told the Washington
State Labor Council conven
tion here today.
suixr
ovroisr
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LEA MOTORS, 211 North Bartlett