PAGE FOUR
HERALD AND NEWS, KLAMATH FALLS. OREGON
Uaminyy I, IMS
Mmbr of
Tt AWOCIATED PftEM
Th Aort4 Vrr-n la ficrlq
1vly fwtltM lo tlift um of r
p!lhHrtion of ill n-i dti patch! .
crrdUM to It or not othirwU
rrMllt44 to thli paper, and lo
the nowa publlihrd tbrciD.
All rlnhtii of rfpublktlfo of
peclil dlpt-hi -r tlio r
lervrd, FRANK JENKINS
Editor
A temporary combination of the Even In j Herald and
th Klamath Newt. PunltihwJ evrry afternoon ftfpt
Sunday at Eaplanada and Pine itrttt. Klnmath Falls,
Orfgon, by the Herald Publlahfni Co, and tha Klamath
Xer Piihllihlng Company
Entered aa iwond elava matter at tha pot toff ice of
KlamaUi Falls, Ore., on Auguit 0, 1W6 under art of
congrr, March d, ISrs.
Jfmftr of Audit
Pi seao Or CimctrtATion
tttprrfrnted Nl ton ally hy
WtST-H0LLinAT Co., Inc.
8n Franrtiro. New York, S
ttle, Chlcaio, Portland, Loa
Anctlta
MALCOLM EPLEY
Managing Editor
A New Year Opens Advertising's New Job
r -
11 4,
By MALCOLM EPLEY
HAPPY NEW YEAR!
This page and this column today assume
new typographical form. It is an innovation
that comes with the New (
Year.
Tho by-line and the "mug"
result from a growing convic-
tion with us at The Herald
and News that an editorial
column should reflect a per
sonality. This writer has
long written the editorials on
this page, but they have ap
peared anonymously. We sup
pose that only a small per
centage of our readers have known just who
has done the writing.
.-. Now, they all know him and they can
cuss him by name.
It is our purpose to present here our views
and opinions on things as we see them. We
will not always be right. But what we say
here will be honest opinion, and we will con
tinue, as always, to respect the opinion of
those who disagree and to give such opinion
space upon this page.
In general, it is the function of this column
to discuss local, district and state subjects.
It will sometimes reach into larger fields, as
in the past, but Herald and News comment
upon the national and international scene will
be handled largely in Frank Jenkins' front
. page column. Delbert Addison, Herald and
News advertising manager, will write a col
umn from time to time for this page, and
otherwise we will carry here our regular
Washington column.
With all that explanation out of the way,
let's get on with our job.
LOOKING back on the dead year on this .
New Year's day, we find much that was
good. Against difficulties and problems, the
Klamath area did its job. The reviews ap
pearing In yesterday's paper on the lumber
industry, agriculture, manpower problems, and
other subjects, told the story pretty thoroughly.
There is little hope that these difficulties
will be any less serious in the coming year.
Some of them may be even tougher to handle.
The manpower outlook,- for instance, is a dis
turbing element in the prospects for the year
in both industry and agriculture. What will
happen when all Industry here opens up, and
farming activities get into high gear, ,is a
question that is of serious concern to the
community.
We believe Klamath will come through
again, as it did in 1942.
But we believe also that the people of
this community, like those throughout the
land, will do a better job if they are not
bothered too much by government agencies.
Let the government set the goals and lay
down the general principles, but if it is going
to force our people to spend their time trying
to conform the multitudinous and detailed reg
ulations of their almost every act, they simply
"will not be able to do the productive job of
which they are capable.
MANY of the community and civic goals
which are usually worthy of discussion
at the New Year need not be covered now,
because these are not normal times and much
that we consider community progress will
have to wait.
A word, however, is in order, for harmony
among our people. We have not had a great
deal of local bickering in the past two or
three years, and we won't have time for It in
1943.
If there are a few who want to fight,
let them do it between themselves, and the
rest of us can keep out. Let's not let local
and petty bickerings develop into one of the
big stories of 1943.
By DELBERT ADDISON
Herald and News Advertising Manager
PEOPLE in newspaper advertising, since
shortly after Pearl Harbor, have been
alternately frowning over a declining volume
of their business, and shrug
ging it off with the thought
that retail advertising just
It's true enough that the lp1C,Hr
advertisine of aoods for nl ts"V
does not thrive when the
standard of living is going
' down. More of our income
being sunk in the war and
more restrictions and short
ages of things to buy are be
ginning to lower our standard of living
Advertising was important in giving us all
the things that made our standard of living
what it still is today. A brake on the stand
ard of living has acted as a brake on ad
vertising. However, present conditions are different
than anything we've experienced before, and
we're just beginning to realize that advertis
ing has a bigger job to do than ever. Also, it
is a more constructive job than ever.
THE average family has more money to
spend than usual, or will have until March
15. But the average business has less of its
goods to sell.
The advertiser, after a year of unexpected
ly good business, has more money to spend
for advertising and will get quicker and
better response to his ad telling of mer
chandise for sale.
But selling merchandise it nnt Vtic nroeonf
problem, and he hesitates (quite rightly) to
go ahead on the same old program.
Most any man at the head of most any
kind of business in Klamath Falls today is
worried over getting merchandise to sell, and
of getting the understanding and cooperation
of his customers and of his employees.
' There is hardly a business, retail or other
wise, that would not find many of its head
aches evaporating into thin air if it had the
complete understanding of all the people it
deals with.
That's where advertising can enter a role
that is entirely new to most of us.
IN THE past year there have been a few
instances here where a hnsin PS5 hue cm.
ployed advertising to take down its hair
hj say 10 me puoiic:
' "Here boys, this is what I can do, and
here's how I can do it, and this is what I can't
do, and here's why. For the luwa Pete, give
me a cnance and 1 11 do the best I can.
There are not many of us who haven't
remembered, "Don't Try the Train Between
December 15 and January 5," and felt the
better for giving up a trip.' There are not
many of us who unwittingly jammed' the
phone lines with a call to Aunt Jennie on
' Christmas eve.
(And we don't cuss the little delays in
service like we used to.)
Now there's hardly an owner of a business
who won't bow his neck at the suggestion of
baring his shortcomings to the public. But
if the operation of his business won't stand
the light of day, he'd better get out now
and go to the shipyards.
There's nothing else that will win him the
lasting understanding and cooperation of the
public like opening up and honestly saying,
"Here's what we're doing, and here's why."
You can employ advertising to do just
that.
SIDE GLANCES
"Take care of yourself, Sally I'll be worrying about you
in that war plant while I'm in a nice safe tankl"
OBITUARIES
CHARLES OREWILER
Charles Orewller, a resident
of this city, for the last 16 years.
passed away near Tulelake,
Calif., on Thursday morning, De
cember 31, 1942. The deceased
was a native of Hillsdale, Mich.,
and was aged 73 years 9 months
and 8 days when called. He is
survived by one son, Victor Ore
wiler of Klamath Falls; one
daughter. Mrs. Stella Wilcoxson
of Grants Pass, Ore.; one broth
er, Raymond, of Seattle, Wash.;
two grand-daughters Billie Wil
liams of Klamath Falls and Mrs.
Ruth Eagen of Portland, Ore.
Ward's Klamath Funeral home
in charge of arrangements.
FRANK BAKER
The funeral sen-ice for the
late Frank Baker, who passed
away. -at the Klamath Agency,
Ore.; Monday, December 28,
1942. will tnk nlara (mm tha
Methodist church at Beatty, Sat
urday, January 2, at 1:30 p. m.,
the Rev. B. V. Bradshaw officiat
ing. The commitment service
and interment will follow in the
Chief Schonchin cemetery. There
will be a morning service Sat
urday, commencing at 10
o'clock. Friends are respectfully
invited to attend the services.
Ward's Klamath Funeral home
in charge of the arrangements.
Milk Dealers Get
Relief Measures
PORTLAND, Jan. 1 VP) Ore
lion milk dealers, hard hit by
the war, will got soino aid from
the state milk control bonrd.
Tho board announced yester
day that the limit on customer
credit should be 60 days, that
dealers could charge retailers
and wholesalers for botllo losses
and that exchange or return of
unsold milk and cronm should
slop.
Tho board offered some mm
gostlons for furthor bottorhig of
the business situation: Reduce
delivery schedules, cut down on
number of products and con
tainer slies, restrict deliveries to
reasonable minimum orders
ono case at wholesale, two quarts
at retail.
Kven bold people are shy
right after Chrlstmns.
Donler snorugos put new
value on used merchandise. Cash
In on your "Junk" through
closslflod id. Phono 3134.
TRUCKS FOR RENT
You Drive Move Yourseli
Save M Long and
Short Trips
STILES' BEACON SERVICE
Phone 8304 1201 Cut Main
Sacred Heart
Catholic Church
Corner of Eighth and High
streets. Rev. T. P, Casey, pas
tor. Sunday masses are at 7 a. m.,
8 a. m. 9:30 a. m., and 11 n. m.
Holy days at 7 a. m., 8 a. m.
and 9:30 a. m.
Confessions every Saturday
and the eves of Holy days and
first Fridays from 3 to 4 p. m.,
and. 7:30 to 8:30 p. m.
Daily mass at 8 a. m.
Religious instruction classes
are held every Saturday at 9:30
a. m. for Catholic children in
public grade schools except dur
ing vacation. High school dis
cussion club meets every Sun
day after 9:30 a. m. Mass ex
cept during vacation.
GOOD WILL and RESOLUTIONS .... ALL YEAR
VWITH tha exchange of Christmas and Now Year
Greetings comes a moro genuine foellng of friend
liness than that experienced at other times of the year.
Our faith in Cod, in ourselves and In our fellow man Is
more completely manifested. A man's adherence to
his creed, whatever It may be, brings forth this feeling
of friendliness and sincerity.
The pity of it all Is, that too quickly we are again
consumed by the pettiness of our worldly struggles.
The holiness we sense at the Christmas season seems
to lie dormant soon after. Could we but retain a small
percentage of our good Intentions and resolutions each
year, the conduct of our lives would pyramid to a real
happiness.
If at this anniversary of the Child we can rededleate
our lives to a physical victory over the enemies of
righteousness, these same enemies of our boloved land,
and a moral victory over our personal shortcomings, wt
will have decided upon a course bound to bring peace
to a troubled world and to ourselves.
KLAMATH
CHURCHES
AltaiDon; Comn-.unlt7
Prosbytoriin
The Allamont Community
Pr:byteriart church meets in tn
AlUmont Junior high school on
Sov.th Sixth slrct'. Mrs. Kenton
Knight ii director of the choir;
A. C. Olsn, jupsrin ten dent o
the Sunday school which meets
at 9:48 a. m.
Morning worship begins with
me prei-.ia, "jreiuae, by Rach
maninoff. Tha offertory will be
a Solo. "Ii: th Garden.'' miri
by Lelar.d lteves. The pottlude
win oe, pizzicato, from "Sil
via." Rev. Hugh Mitclwimore
Will have choree of tha wrviMf
Choir practice meets Wdnedy
nignt at v:au p. m., at the home
of Mr. and Mrs. A. C. Olson.
Immanuel Baptist
Church
Located at the corner of North
Eleventh and High streets. Pas
tor, Rev. William B. Rice. Resi
dence, 720 Jefferson street.
Phone 7400. Director of music,
C. E. Loggerwell.
Sunday school, 8:45 a. m. We
have classes for all ages and a
fine staff of Bible teachers who
ere sincerely interested in your
children. Start the New Year
rltfht by bringing your boys and
girls to Sunday school and you
ere Invited to- our adult class.
Mrs. J.. D. O'Neil is superin
tendent. Morning worship, 11
o'clock. The pastor will speak
on the subject, "A Place Where
Two Ways Meet." A spiritual
inventory and some suggestions
for the New Year. Come and
worship the Lord with us at
this hour.
Evening Gospel hour, 7:30 p.
m. A half hour of evangelistic
singing and a short message from
the Word of God concerning,
"Andrew, Simon Peter's Broth
er." Orchestra practice, 6:45 to
7:15 D. m. Sundav. If vnn nlav
j an instrument and wish to play
in our orcnesira, we invite you
to be with us for 30 minutes of
practice Sunday evening.
Wednesday, 7:30 p. m., prayer
and Bible study at the church.
Continuing in the Epistle to the
Romans, we will consider the
subject, "God's Way of Sancti
fying Saints." Bring your Bible
and study with us.
Young people's meeting Sat
urday evening at the home of
the pastor. If you desire trans
portation to and from this meet
ing, call 7400 and a ride will be
supplied.
If you are a stranger in the
city or do not have a, church
home, we invite you to make
this friendly, Bible-loving church
your home. Yes, this is the Dlace
where you are a stranger but
once. (Affiliated with the North
ern Baptist Convention).
CHRISTMAS SPIRIT
SACRAMENTO, Calif. It
was a little late for Christmas,
but the spirit of good will was
there.
Officers reDortcd receivino a
Christmasv lookine naeltoon
from Salt Lake City addressed
to an inmate of the county jail
here.
It contained a 12-inch hack-
S Girls'
Dress Reduction
Corduroy Jumper Dresses
Reduced to
$2.27 and $2.97
Complete Site Runs
MONTGOMERY WARD
ear's Greeting to the Axis
The War Bonds YOU Bought . .
Started Tightening the Screws on the Axis. BUT the Job Is Just Startedl
It Will Take More and More Bonds in 1943. Let's Show What Klamath
Can Really Dol
First federal Savings a
nd Loan
6th & Main
ASSOCIATION OP KLAMATH FALLS
Phont 5195