12 A
THURSDAY. NOVEMBER 14, 1063
MEDFORD MAIL TRIBUNE. MEDFORD. OREGON
Capitol Memo
By Zan Stark
lm
m
Welfare, Education
Matters Pressing
Religion in America
Jackie Robinson Unanimously Elected by United Church Men
SALEM (UPI) While legis-l A review of appropriations for
lalors are wrestling with the the past four bienniums illus-
quesuon of whether the present I trates tne point, ine figures
state fiscal crisis should lead to 1 listed are for the budgets adopt
temporary or permanent budget I ed by the 1957, 1959, 1961 and
By ROBERT M. ANDREWS
United Press International
Jackie Robinson, the first Ne
gro to play major league base
ball, has just been named
president of United Church
Men, a central department of
the National Council of
Churches.
Now a vice president of a
New York restaurant chain,
Robinson will head the work of
a nationwide organization that
coordinates the men's activities
of 10 million Protestant and Or
thodox laymen.
Robinson was elected unani
reductions, the blunt fact is that
most cuts must be temporary
Unless the state's population
can be frozen and at its pre'
sent ages there is no way to
avoid bigger state budgets in the
future.
Oregonians are going to have
to decide what they want to do
with welfare and education. And
until the people make this de
cision, the legislature will be
groping in the dark.
The voters balked at the $60
million tax increase. As a result,
many state services are being
cut.
1963 legislatures and the 1963
totals are the ones established
before legislatures and the 1963
totals are the ones established
before the Oct. 15 tax referen
dum.
But the inescapable fact
that a lot of the problems are
simply being put off for a year
or so.
It is welfare and education
that are skyrocketing the cost
of government.
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The total general fund appro
priations: 1947$277.3 million.
1959 J318.7 million.
1961 $366.2 million
1963 $404.2 million
That's an increase of $126.9
million in four bienniums.
Now let's look at just three
of the agency budget totals:
Public Welfare Commiss
sion appropriations:
19573.1 million.
1959 $38 million.
1961 $41.5 million
1963 $41.9 million; an increa
of $8.8 million since 1957.
Basic School support appropri
ations: 1957 $96.1 million.
1959 $107.6 million.
1961 $127.2 million.
1963 $141 million; up $44.9
million since 1957.
Board of Higher Education
appropriations:
1957 $39.9 million.
1959 $47.9 million.
1961 $54 million.
1963 $80 million; up $40.1 mil
lion since 1957.
Add these three increases and
you come within $33.1 million of
the total budget increases over
the past seven years.
Now throw in support for
community colleges which did
not even exist back in 1957
then add $10 million for capital
construction, mostly for educa
tion, and you find the cost of the
rest of state government went
up only about $20 million.
Cost of living pay increases
for state employes account for
much of that increase.
So Oregon voters are going to
have to face up to the real
problem.
That is, what do they want
to do about welfare and education?
Food Merchants
Working Hard To
Attract Housewives
NEW YORK (UPI) Ways to land a vignette, or picture, of
seize the attention of that key the food within the can and
person, the shopping housewife, asked to match it up with their
Collectors Trade
Auto License Plates
BYFIELD. Mass. (UPI)
) The swapping of auto license were tested on
plates Is a popular fad here
abouts.
Members of the Auto License
Plate Collectors Association col
lect the plates that are discard
ed at the end of the registra
tion year. At a recent meeting,
club members came from as
far away as Maryland to show
some of their prize plates and
to make swaps to fill gaps in
their collections of the old, the
new and the unusual.
who is one of the most import
ant figures in the consumer
economy, occupy much of the
food merchant's time today.
Tod representatives of the
multi billion dollar food busi
ness, gathered here for the 55th
annual convention of the Groc
ery Manufacturers of America,
freely admit the fierce competi
tion that goes on for her dollar.
They recognize that It is nor.
spent idly.
"The vounE housewife, who
having small children cannot do
anything but housekeeping and
child rearing, often becomes an
expert shopper," Dr. George
Katona, program director of the
Institute for Social Research,
University of Michigan, Ann Ar
bor, recently told a meeting
here of the American Associa
tion of Advertising Agencies.
Katona also said that there
must be constant research on
consumers' thinking and feeling
and on changes in consumers'
tastes. This can be time con
suming, expensive ana proiu-able.
H. R. Warren Jr., vice pres
ident of marketing for Stokely-
Van Camp, Indianapolis-based
food concern which does a gross
of $200 million a year, tells one
story which illustrates the work
that mav be connected with the
housewife - oriented market research.
His company traditionally had
used a white label on its canned
products. Seven years ago, in
1956. Warren decided to a o
some testing with a change of
label. The first tests, he said,
were "awful." but he per
severed, and within a year was
embarked upon a campaign to
enlist the aid of the housewife
in making the choice in color
labeling.
For the next six years, the
campaign went on; Warren said
it will cost a million dollars by
the time all the results are in,
although he is convinced of its
success.
Four consumer panels of 1,000
women, each in a different sec
tion of the country and repre
senting different income levels,
their reactions
to thousands of new labeling
techniques.
A tachistoscope, a standard
testing instrument, flashed col
ors and other eye-catching de
vices on a screen at timed in
tervals; it was found that the
eye the housewife's eye could
comprehend the basic elements
of a label in a fifth of a sec
ond. The same shoppers were also
presented with a product name
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choice of colors from a "color
selector." . '
"We couldn't believe our
eyes," said Warren. "The thing
surprised even the color 'ex
perts.' Overwhelmingly, women
chose green labels for green
vegetables, red labels for red
ones; for the light colored
things, potatoes pears, tS?
choices were for a blue label
Over-all, the choices came out
for two reds, two blues, two
greens and two golds.
Then the labels were test
marketed, first in Evansville.
Ind., in 1961, later in a number
of Texas cities. Careful track
was kept of how goods moved
off the shelves. For the first
eight months, the color labels
were 10 per cent ahead of the
white in sales but further,
Warren said, not only his own
firm's brand but others on the
shelves "moved" better.
"Some of the sales improve
ment ngures were so big in
some areas that we almost hes
itated to use them," Warren
said.
mously by the organization's
ooara ot managers at Indiana
polis, Ind. He will serve for
three years, starting Jan. 1, in
the unpaid position.
Robinson is a member of the
United Church of Christ, which
gave him its 1963 churchman
ship award. The denomination's
general synod" cited his "Chris
tian commitment of time, ener
gy ana skill in the struggle for
Knrinl litelifA " .
Robinson opened maior
league baseball for Negro play
ers in 1847 when he joined the
urooKiyn Dodgers. After he had
left baseball for a successful
business career, he was named
to the baseball Hall of Fame in
1962.
The church of the future may
be seriously weakened if it
doesn t give its hard-pressed
ministerial students more time
to think, a high Methodist offi
cial believes.
Dr. John O. Gross, general
secretary of the Methodist
Church's division of higher ed
ucation, writes in the current
issue of Christian Advocate that
many seminarians today not
only are students but husbands
and pastors at the same time.
The result is that today's
seminarian hasn't time for the
reflection, wide reading and
sound scholarship required to
prepare for the ministry, and
often falls into the habit of just
"getting by."
Dr. Gross suggests that sem
inaries not require students to
fill pulpits, now that half of
them are married.
So far this year, the church's
Board of American Missions
has voted $9 million in such
loans for 450 mission congregations.
The Rev. Dr. Donald L. Hous-
er, the board's executive secre
tary, reported that new Luther
an missions ''seem to be grow
ing faster and organizing soon
er. He also noiea a return
number of missions are being
closed because of such unex
pected changes as withdrawal
of community industries.
"Oil
To
Burn"
S&H Green Stamps
MEDFORD FUEL CO.
Phone 772-2111
The Lutheran Church in
America recently approved $3,-
953,000 more in construction
loans for mission congregations
in 36 states, Puerto Rico and
six Canadian provinces.
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