FRIDAY, OCTOBER 25, 1H63
MEDFORD MAIL TRIBUNE. MEDKORD, OREGON
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Edited by The Mall Tribune Advertising Department
MOST RETAILERS LOOK FOR CHRISTMAS SALES GAINS. More than seven out of every
tn rotoiloro ihrnnohniii the Ilnilprt status nnri Canada exDect Christmas volume this year to top
Christmas 1962, according to a survey conducted through member daily newspapers of the Bureau
of Advertising, American Newspaper Publishers Association. A lew oi Meaiora s Dusiness nrmn
participated in the survey.
In a coast-to-coast survey of retailers, 73 look for sales gains this Christmas over a year ago.
Twenty-two per cent say they feel business will remain about the same and 5 look for a sales
decline. The median sales increase anticipated by those retailers who expect a gain is 5.
Despite this optimism, many re
tailers believe that Christmas busi
ness will be harder to get this year
than last due to the fact there are
only 22 selling days between Christ
mas and Thanksgiving five less
than in 1962. Fifty-three per cent
say that volume will be harder to
got in '63 compared to 46 in a
similar 1962 survey and 43 in
the 1961 survey.
Because there is less selling
time, 23 of the surveyed retailers
say they will kick off their promo
tions earlier this year. This com
pares with 12 in the 1962 survey
who stated they would begin their
holiday promotions earlier.
Seventy-two per cent of the mer
chants state they will start their
Christmas promotions prior to
Thanksgiving week (the week of
November 24th). The most popular
week for kicking off holiday pro
motions is the week of November 10-16 with 33 planning to begin their holiday campaigns at
this time.
The survey indicates that merchants are about as optimistic regarding profits as they are con
cerning sales. Seven out of ten look for profit increases this Christmas over a year ago, 25 ex
pect profits to remain the same and 5 anticipate profit declines. The median profit increase ex
pected by those retailers who look for an increase is 3.
Bigger advertising budgets are planned by more than one third of the stores. Thirty-eight per
cent intend to raise their ad budgets over Christmas 1962. Fifty-three per cent plan to maintain ad
vertising at last year's level and 9 expect to trim their ad budgets.
As in previous years, merchants will rely heavily on daily newspapers as their basic advertis
ing medium. Nearly three out of four some 73 plan to invest 80 or more of their Christmas
ad budgets in newspapers. Fifteen per cent will invest 100 and 37 from 90 to 99 of their ad
dollars in newspaper advertising during the holiday season.
A number of retailers commented on the shorter selling period this year. "We have fewer sell
ing days between Thanksgiving and Christmas," states a Florida department store, "but we expect
this will be offset by an upsurge in business." The store looks for a sales gain of 10.
Due to the fact there are less selling days, our promotions will naturally be heavier since we
hope for an increase in business this Christmas," reports a Georgia men's wear store.
Increased competition is mentioned by a number of stores who believe business will be harder
to get this Christmas. "There is more competition, longer shopping hours and all stores are pro
moting harder," reports a Michigan department store. A Minnesota chain store comments on added
competition from shopping centers and discount houses. "Because of the tremendous amount of new
competition moving into the area," a New York State dress shop looks for sales and profits to re
main about the same.
"Competition is keener, requiring a larger inventory," says a Canadian men's and boys' wear
merchant. But he hopes "better organization" will help his sales picture and looks for a 5 sales
gain over last year.
"We expect increasing competition and price-cutting," states a Wisconsin variety store. "We
must pay careful attention to stock and timing, having merchandise in the exact amount in most
lines to realize mixlmum profits and markup."
Leading merchandise items and lines that are being counted on to make an especially strong
showing this Christmas include women s sportswear, men s wear and toys, otner categories re
ceiving heavy backing as probable fast movers this holiday season: children's apparel, lingerie and
appliances.
Included in this year's survey were 186 retailers covering 82 markets in 32 states and four Cana
dian provinces. Twenty-five different types of retail stores were represented.
The Bureau's business survey now in its tenth consecutive year is part of an annual drive
to highlight Christmas sales opportunities. The Bureau has also published "Christmas '63 Chal
lenges You," a folder-presentation now available to r e t a i 1 e r s in the United States and Canada
through member daily newspapers of the Bureau of Advertising, ANPA.
.VAY ' 1
THIS UNIQUE WINDOW DIS
PLAY AT LaPOINTE'S in the
Medford Shopping Center fea
tures a red banana squash, left,
that weighs 97 pounds and is 52
inches long. It was grown by
Olive Williams, above, of Ash
land, who is a sales lady in La-
Pointe's coat department. Man
ager, Sam Nelson, says the dis
play is to emphasize the Fall
fashion motif of their manne
quins' wardrobes.
LOCAL REALTOR ADMITTED TO MEMBERSHIP IN NATIONAL ORGANIZATION. Ellen E.
Barker, Medford Realtor, has just been accepted as a member of the National Institute of Farm
and Land Brokers, its President, Jack Justice, announced today.
Members of this Institute must adhere to high ethical standards set up by the Board of Gover
nors of the Institute regarding integrity and experience in the field of buying, selling, managing,
appraising or developing agricultural property for others. As a safeguard to the general public,
each member is subject to the standards and discipline of the Institute.
The Institute is a part of the National Association of Real Estate Boards and its membership is
comprised of over 1904 Realtors located all over the United States and Canada.
FIRST BUILDING OF FAIR
IS OPENING. Artist's concep
tion of the Heliport Building,
right, at the forthcoming 1964
1965 New York World's Fair.
Building will house the Top of
the Fair, a 1500 seat internation
ally themed restaurant and
cocktail lounge; and The Ter
race Club, a private club serv
ing as the official reception cen
ter for the Fair.
The two-story glass enclosed
complex will be located atop the
building, 120 feet in the air. The
36,000 square foot roof (length
equal to a New York city block)
is designed to accommodate a
sky-port for helicopters. The res
taurant and cocktail lniinnp will
offer visitors a panoramic view of the entire Fair grounds and a dramatic view of the New York
City skyline. The facilities opened Tuesday, October 15th, six months prior to the Fair opening in
April, next year.
"THERE IS NO ADEQUATE SUBSTITUTE FOR NEWSPAPER ADVERTISING FOR SHOP
PING CENTERS," said Robert Nyburg, advertising consultant to shopping centers, at the Promo
tion Conference. Mr. Nyburg urged newspapers and shopping centers to work jointly in finding
wavs to improve advertising euecuvencss. ine snooping centers most important customer the
young married mother and housewife is also the newspapers' best reader, said Laurence T. Her
man, advertising director, Detroit news, "snc wants a promise of auick siioDnintr and relief fnr a
budget strained by the ever increasing needs of her family and house. She uses the newspapers to
further those ends."
Advertising has to become a daily functional part of the store's operation, iust like the winrinw
and aisle displays and all the other ways in which a store projects itself and sells merchandise.
4-H Club News
Knittcn Kitten Club
The Knitten Kitten 4-H club
has divided into two sections,
under the same name. The first
club will meet on the first Sat
urday of the month and the sec
ond club on the third Saturday.
New books on knitting were
discussed at the first meeting.
The following officers were
elected: Cathy Legler, presi
dent; Sally Vorman, vice presi
dent; Susan Vorman, secretary;
Brenda Long, reporter, and Lo-
Open House Set at
Fairview Home
SALEM Parents institute
and open house for all persons
interested in mental retardation
will be held Saturday, Oct. 26,
at Oregon Fairview Home, 2250
Strong Road, SE, Salem.
The institute, to be conducted
in the multipurpose building, is
for parents, ageniccs and all in
terested persons. It is sponsor
ed by Oregon Fairview Home,
mental health division, State
Board of Control and the Ore
gon Association for Retarded
Children.
The program will open with
registration and coffee at 8:30
a.m. Dr. J. M. Pomeroy, super
intendent of the state institu
tion, will welcome visitors at
9 a.m.
The morning program will be
devoted to panel discussions.
Two speakers will address the
gathering in the afternoon. They
are Dr. James Lent of the Uni
versity of Oregon, who has
chosen "The Dignity of Work,"
as his topic; and Dr. Joy Hills
Gubser, assistant superinten
dent ot public instruction, spe
cial services division of the
State Department of Education,
who will tell how "Oregon
Serves the Retarded.
SCHUBEL ASSUMES MANAGERSHIP OF MEDFORD SEARS STORE. William Schubel. shown
on the left in the above picture, assumed the managership of the Medford brunch of Sears Roebuck
- and company recently replacing Ralph Jacohson , far right above, who has been manager of the
store since it opened In August, 1959.
G. W. Wallcnherg. crnler in photo, and lone manacer for Sears Inslallrd Schubel. Seattle Is the
lone office for the Medford store.
Schubel has more than 17 years experience with Scars, all of which were spent as Merchandise
Manager in the Portland store. His wife's nnme Is Itrtte and thev have two sons. The older son is
II and Is a student at Oregon Slate University. The younger son is 14 and will attend Junior high
here. Schubel attended the University of California and Oregon Slate. He spent 3H years in the Air
Force during the Second World War. and played professional basrbnll from 1935 to 1916. Portland
Beaver fans will rerogniic him from his plnyer days in lhal city.
Ralph Jacobson, well known In the Medford a rea for his work and energy, leaves for Salem
where he will assume Ihe managership of the Se ars store. He has lived here with his family at 518
Windsor ave. Jacohson was active In business and civic circles while manager of the store.
TRESTON WINS AWARD FOR LIFE INSURANCE SALES. John V. Preston. 349 Sutter Ave
nue, agent for Allstate Life Insurance Company, has received special recognition for outstanding
achievement In helping the company reach the historic one billion dollar mark in amount of indi
vidual insurance in force.
Allstate District Sales Manager Rob Hallock said Preston ranked among the area's leading
agents during a special sales program that put the life company over the billion dollar milestone
just six years after it began operations in 1957.
Of more than 1.400 life insurance companies founded before Allstate Life, none has reached the
billion dollar level in so short a time, according to insurance industry records.
Preston, whose office is at 501 E. Jackson Street, also offers Allstate Insurance Company's poli
cies for auto, home and business.
IN PREPARATION FOR INCREASED SALES AND PROMOTIONAL ACTIVITIES throughout
Us western market. Crescent Manufacturing Company. Seattle, has announced a new company divi
sion and several Important executive appointments affecting its management staff.
D, E. "Ted" Weaver, Jr., company treasurer for Ihe past two and one-half years, will assume
duties as assistant general manager effective Immediately.
Everett W. Anderson moves up from his former assignment as sales manager, Grocery Prod
uct! Division, to advertising manager for all company divisions and general sales managrr of the
grocery products section. Anderson will supervise sales activities tor Ihe complete Crescent retail
distribution system throughout Ihe West. He has been with Crescent, a Seattle-based producer and
distributor of spices and specialty food Items, since 1915.
. Alto announced was the formation of a new Specialty Products Division. Stanley E. Hallo has
been named sales manager and will have dlrrrl responsibility for direction ot salrs efforts for Ihe
new division. He has been with Crescent twenty-two years and' moves In his new assignment from
a former position as merchandising managrr, Grocery Products Division.
Other executive promotions Include:
Roy II. Carlson, former export manager, lo the posllionof assistant to Ihe treasurer: and Wall
er i. SaVnton, promoted from administrative tales iiiperffcor lo assistant tales manager, CreScenl
Grocery Products Division.
na Carpenter, refreshment
chairman.
The next meeting will be held
at 1:30 p.m. Nov. 2 at the home
of Mrs. Frink.
Brenda Long,
Reporter
RETAIL SALES UP
WASHINGTON (UPI) Re
tail sales in the United States
for the week ended Oct. 19 to
taled an estimated $4.8 billion
about one per cent higher than
the previous week and 6 per
cent more than the same week
a year ago.
Tax Reduction, Civil Rights
Major Concern to Kennedy
By LYLE C. WILSON ,
United Press International
It is a matter of opinion
whether President Kennedy is
in orderly retreat or demoral
ized rout with his tax and civil
rights bills. He has been com
pelled to compromise. Liberal
Democrats are denouncing the
tax bill and Negro leaders are
accusing Kennedy of a sellout
on rights.
Republicans and conservative
Democrats oppose Kennedy's
plan to finance tax reduction
with borrowed money. Left
wing Democrats accept tax re
duction at the expense of more
borrowing but they object, tmd
in some anger, to the adminis
tration's surrender on some of
the tax reform program origi
nally proposed as essential to
tax reduction.
The House Ways and Means
Committee eliminated these re
forms. The administration de
cided against trying in the Sen
ate to reinstate them. Sen. Paul
Douglas, D-Ill., and others
among the left wing of the
Democratic Party now call it a
rich man's bill. Douglas and
Sen. Albert Gore, D-Tenn., gave
Treasury Secretary Douglas
Dillon a hard time during his
testimony before the Senate Fi
nance Committee.
Tax Bill Comes First
The tax bill continues to en
joy No. 1 priority among ad
ministration legislative propos
als. The brave talk of enacting
the tax reduction before Christ
mas, however, has diminished.
More likely, the tax bill will go
over until the second session of
the 88th Congress, which will
convene next Jan. 3.
There is no assurance, of
course, that the civil rights bill
will get through Congress be
fore Christmas. If it fails to do
so and if the tax bill also is
stymied, the traffic jam in ses
sion No. 2 of the 88th may be
a record breaker. That would
come at a bad time for the
Kennedys. Next year comes a
presidential election. President
Kennedy urgently needs to set
his administration's record
straight before going to the vot
ers again.
All of this is doubly distres
sing to the Kennedys. They
need the tax cut in this session
on the theory that it will stimu
late the economy, make jobs
and so improve the political
climate as to help next year
to re-elect the President. As
Dillon told the Senate commit
tee a week ago, the overriding
necessity was for Congress to
enact the tax reduction this
year.
Need Rights Legislation
The Kennedys also urgently
need civil rights legislation
now. The more time that elap
ses between an angry Senate
civil rights filibuster and tiie
meeting of the 1964 Democratic
National Convention, the more
time there will be for party
hurts to heal. So civil rights
has a sort of second class No. 1
legislative priority of its own.
If civil rights goes over to
the second session it may block
other legislation essential to the
Kennedy record.
No matter how it may wreck
plans for the second session,
civil rights cannot be postponed
until 1965. Not with a presiden
tial election coming up next
year. The bill now pending was
supposed to have been passed
the first session of the first
Kennedy Congress, in 1961.
Candidate Kennedy promised
that to the Negroes in his I960
campaign.
Income of Elderly
Half That of Younger
WASHINGTON (UPI) In
comes of persons 65 and over
stand at less than half those of
younger persons, Dr. Donald P.
Kent, director of the U.S. Of
fice of Aging reports.
Half the 4 million older indi
viduals had total money income
of less than $1,106 in1961
about two-fifths the $2,589 medi
an income of their younger
counterparts. Forty five per
cent of the older persons had
incomes of less than $1000.
THAT'S
GERALD
WAY0F SAYING
ROAR DOWN TO
YOUR STORE FOR
A REFRESHING
JUST ON THE
LIGHT SIDE
OF LEMON
AND LIME
wSif
A
PRODUCT
OF
PEPS-COLA'
COMPAW
O 1963, PEPSI.COIA COMPANY
Bottled by Pepsi-Cola Co. of
Medford Under Appointment
from Pepsi-Cola Company,
New York, N. Y.
SOMETHING
NEW
Has Been Added
Bob Lewis
IS BACK
AS OUR
SERVICE
MANAGER
In addition to our regu
lar mechanical service
in Domestic 4 Imported
Cars wt are now equip!
to work on .
RENAULT
VOLKSWAGEN
MERCEDES BENZ
And All MiK.i
'of Imports
STEVENS
AUTO SALES
(OS N. Central
773 3655
Ave.
i ti ' Yi
- v.
8 nniM&MY
FOLLOW THE CROWD TO
THE BRAVE BULL!
the Douglas Trio
You haven't heard anything like it, because there has never
been anything like it, but you sure will like it.
With Their
DANCEABLE RHYTHMS & SONGS
They All Sing - They All Play YOU ALL DANCE!
"Where Jhvcryliocly Meeds'
Medford's Finest
RESTAURANT & LOUNGE
1206 North Riverside
Phone 773-5474
lift
91.
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