Herald and news. (Klamath Falls, Or.) 1942-current, January 16, 1943, Image 4

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Herald and news., January 16, 1943, Page 4, Image 4

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Newspaper Page TextPAGE FOUR HERALD AND NEWS. KLAMATH FALLS. OKEGON January 16, Membir of Tut Amocutco Fmm Tim Atttrlitnl Vtni U exclu lvHj rntlllH to Uit iim of re- . publication of all newa dlnpat-h?a rrrilltefl to It or Dot othonrln cramtd In thli paiwr, and alo tha local oewi puhllfttird therein. All rlKhtu ol republication of nrclal dliptche are alio rt erved. ,,..PHA"NK JENKINS 'G Editor v A trmiwarr attnMnitton of th Evening HcraM nl the KUmttn Ntw. Fulihslied cvry ftornoon excf( ftunriny t Kp1sntl ini. I'ine ttrroU, Klamath Orecon, by the flfl-tld rublt&hlm Co. Rod th Klmth Jfevra PuM. thing t'oDipany Knlrrrd arcond clt matter it tha pottoffloe of Klmnntb Full. Or., on A u mi it 90. ,M unjr act of cmnrrfu. March , IPTfl. 3fm 6r o Audit PrmtAU Or Ciicclatiox tirprrirnttd Nut tenuity by WcT-l!0Ll.lDAT CO., Ixt Hn FrunHiro. New Torlt, tile, Chtcaso, Portland. Lot Augflv. M At.COLM EPI.KY Managing Krfitor Today's Roundup Advertising Roundup if ;'; . By - MAl.t;oL,M trwi STA'TE CAPITOL, Salem, (Special Correspondence)- evidently feast or famine for the soith Central Oregon country on this mat ter of -legislative representation. Today- we looked over a proposal which has l i Epley been fed to the legislative maw providing for re-apportionment of senators and repre sentatives on the basis of both nnmilntinn and area. This Dar- It jy- ' ff ticular idea (there will be M w' Jv others) comes from Senator : Lew Wallace, of Multnomah county, who was one of the supporters of State Senator Marshall Cornett's effort in the last session to get a fairer representation for. Klamath county. Senator Cornett of Klamath county has joined Senator Wallace , in- sponsorship of this reap portionment bill, which would require a con stitutional amendment. Under a re-districting plan worked out today on the basis of the mathematical formula pro vided in this measure, Klamath county could be made a single legislative district with one sen ator of its own and three representatives. Lake county would have one senator and two repre sentatives. At present, Senator Cornett's 17th district of five counties has one senator and five repre sentatives. Applying the slide rule to Senator Wallace's new proposal, we find this district would get four senators and seven representatives if this measure were adopted! that's more than has been hoped for down our way. The boost comes largely from the introduction of area as a factor in the ap portionment. Senator Wallace's present scheme is to base the apportionment two-thirds on popu lation and one-third on area. the south and central Oregon district is now done a little dirt by the present apportionment, on the basis of population. Senator Wallace is considering changing the scheme to a basis of three-fourths on population and one-fourth on area. A beauty of the Wallace proposal is that it would not seriously affect Multnomah county, and therefore should not attract violent op position from the powerful metropolitan bloc. Another Scheme ANOTHER reapportionment scheme being dis cussed here is a plan to change 'the num ber of senators from 30 to 31, and the number of representatives from 60 to 61. Klamath might get a better break on senatorial appor tionment by adding the one . senator. Purpose of this movement is to eliminate forever any possibility of a deadlock in either house, such as occurred at the start of this ses sion. There could be no even splits on votes with an odd number of senators and represen tatives. The plan seems to have sprung up from sev eral sources. We mentioned it in this column the day the legislative deadlock developed, aqd so far as we know that was the first sug gestion, although we have no reason to believe the same idea did not occur to others about the same time. Klamath has managed, through the repeated efforts , of , Senator Cornett and Representative SeqaSm 'to: make the senate and the state con scious of the present under-representation of our district. ' Hence, when there is talk here of in creasing the number of senators, or of any re apportionment, it is always assumed Klamath will bk given a break. If one senator is added to the upper, house, Klamath should get that senator.' - '.' . .. - Senator Cornett, who made a hard fight for re-districting in Klamath's behalf last year, may introduce the same bill this year, if these other schemes do not appear to make headway. Personalities ART BREMER, former news editor ot The Herald arid News, is here as bureau man ager for the United Press association. It seems like old times to. be writing these lines with Art sitting within our line of vision. He sat there for years at Klamath. Harry Wilson, Malin spud farmer, and George Yost, Tulelake grower, are in Salem on a meet ing of the state agricultural advisory, board. There have been two days of sessions on man power problems. . . Senator Cornett was given one of the senate's major committee responsibilities when he was named chairman of the roads and highways committee. That's the' biggest senate com mittee. ' Lee Bown, deputy superintendent of state police, who is well known in the Klamath country through his Iqng service as state police captain in that district, just dropped into the press room for a chat. We have known Lee for many years. -In fact, he and this scribe attended a murder together once, along with Herb Lundy, Oregonian correspondent here, who also is in the room at the moment. That was 14 years ago at Eugene. The years roll on! If anyone doesn't like the way war has made things here at home, it is their privilege to Join the armed forces. ' We suggest that all people caught hoarding canned goods be put in the can themselves. . A perfect boy friend always remembers his girl's birthday, but forgets her age. It may be that this year's liquor shortage will help us live up to last year's resolutions. ; A pretty girl'i face often Is a misfortuna. LmtiawM Addison The newspaper By DELBEHT ADDISON ANYONE selling advertising is constantly reminded that he is dealing in a very intangible commodity. For instance, there's nothing in an ad that you can see, touch, hear, taste or smell to show that it has value in itself. Unless an advertiser has a pretty clear picture in his own mind of what an ad can DO, he's not inclined to lay hard earned cash- on the line to give you a piece of paper to reprint in a square on the page of the. paper. It is the advertising sales man's job, of course, to make clear what advertising can do. ad man explains that what he has to offer is an entrance into the homes of his sub scribers and at least a first hearing on what the advertiser has to say. The fellow laying his cash on the line, though, likes to look into this on his own hook, and this has led to the Continuing Study of Newspaper Reading. This Continuing Study was mentioned last week as the most scientific investigation of its kind yet attempted. It is conducted ' by the Advertising Research Foundation- of the Association of National Ad vertisers and the American Association of Ad vertising Agencies, in cooperation with the Bureau of Advertising of the American News paper Publishers association.- If you waded through that, you gathered that the study was made by the big advertisers and the people that write their ads, with the news papers lending a hand. The mass of details they dug up make a list longer than the title of the thing.. However, it takes lots of facts put together to give a true picture of the whole. After a couple of years at it, summaries have been made that tip over the apple cart on several ideas of newspaper advertising. Over-All Picture GETTING back to the study itself, the pro cess has been to take one day's edition of a paper and interview the subscribers on what they read. Every subscriber isn't inter viewed, but enough are covered to get a true average. The summary of a particular paper gives the per cent of subscribers that read each news headline, story and picture, and each head line, picture and stpry in every, ad. , ' Fifty-three different papers from all parts of the country have now been analyzed. And the 53 studies have been put together to give an over-all picture of the way we read newspapers. SIDE GLANCES Women Read Ads ONE thing we've been kidding ourselves about is that women don't read anything but society news. True enough 86 of the women look at some society picture or read some society story, but on the other hand 95 of them (bless their hearts) read some "ad vertising. And here the advertising department can swell a vest button because this 05 figure (the per cent of women reading some ad) is the highest for any part of the paper. For the men, it's 80. The comics, and1 we thought everyone fol lowed Orphan Annie, come, in with 84 of the men and 79 of the women. That is, that percentage .looked at something in the comic section. The editorials are read by 42 of the men and 25 of the women, but 85 of the men and 80 of the women look at something on that page. Low on the news side is financial news, with 29 of the men and 10 of the women looking at something there. We were taken down a peg on classified, with 32 of the men and 38 of the women looking at the want ads. ' Somehow, like comics, we thought everybody and his dog read the .want ads. ,''-.',. Don't Fool People BUT that reassuring, expansive figure of 95 (the per. cent pf women reading some ad vertising) shows forgone thing, if nothing else, that you don't have to fool people into reading the ads. ,' People look for the ads, because a good ad gives valuable information. The newspaper's bread; and butter, depart ment store advertising, which does give valu able Information, was found to be read by 86 of the women and 38 of the men. National advertising is read; by 53 of the men and 60 of the women. , By national ad vertising we mean advertising by manufactur ers, such as automobiles, cigarettes, brands Of food and the like. Department store advertising gets read by more people because department ;, stores are closer to the readers.' They know what to put in their ads that will, be matters of immediate and valuable information: . , Accurate Information , THESE summaries .give tangible and accurate information on what happens to the aver age ad in the hands of the subscribers. Remem ber that these are averages. The advertiser, of course, is interested In how he can improve his ads to get more people to read them. . That is why the study is being made. To get down to why some particular ad was read by more people than some other ad it is necessary to dig into these reports and go into more detail than can be taken up here. The effect of studies such as this, as far as the subscriber is concerned, Is that In the long vrfn v y - .tiff '..-a' ,vtf ty-.-.u. con, mi af mi arwvKx. imx t. m. wca u. ft. pat. orr "Sometimes it's kind of n nuisnncc lo Imvc such o hand some doctor lie's coming in soon and I really dont feel 'much like fixing up at nil." S L1BST mm-m (Continued From Page One) tempted to intercept this attack and eight were shot down. One American dive bomber was forced down and five American fighters failed to return from the action. Also daring Friday morning, an , American plane patrolling the air around Guadalcanal en gaged and shot down three Japa nese Zeros. No Letup There was no letup in the fighting during the afternoon. Army Flying Fortresses with army fighter escort of Light nings, Airacobras and Warhawks went into action against , five enemy destroyers 37 miles south west of Fasi island in the Short land island area about 300 miles northwest of Guadalcanal and in the general vicinity of the Japanese air base at Munda. None of the enemy ' vessels was hit, the communique said, but 12 enemy float type biplanes attempted to intercept the as sault and they were shot down. No American planes were lost. First Christian Church "The downtown church," Pine street at Ninth. Arthur Charles Bates, minister. Bible school under the direc tion of Stanley Kendall as su perintendent meets at the hour of 9:45 a. m. There is a class for every age group. The at tendance last Sunday was 251. Morning worship begins at 11 o'clock with the prelude by Mrs. Mary Hayden, organist. Mrs. Vera Howard will lead the choir and congregation in the hymns. The Lord's Supper is always a regular part of the service. The choir will sing "Because He Loved Me So" as a special num ber. The sermon by the minister is "The Power of the Holy Spirit in the Life of the Chris tian." There will be a baptismal service following the sermon. Benediction and postlude. . . The evening services begin with the Christian Endeavor meetings which meet at 8:30 o'clock. The juniors are having a special missionary meeting. This group is known as "The King's Builders." Their topic, "My Church and the World." The minister is teaching a class in church history which meets at the hour of 6:30- p. m. The evangelistic service is at 7:30 p. m. Everett Esgate will have charge of the song service. There will be an evening com munion service for those unable to come to the morning service. The sermon will be "Who Are Hypocrites?" The First Christian church in vites you to attend these serv ices. There were 278 present last Sunday for the morning worship. A hearty welcome awaits you. Cuts Finger Fred Keehr, 1957 Logan street, an employe of Metier brothers mill, suffer ed a severe cut on the third finger of the' right hand Thurs day, necessitating ' emergency treatment at Klamath Valley hospital. EDITORIALS ON NEWS . lOohtinued From Pago Onei t: ning his next battle with Rom met. Our side is silent on that point. T ORIENT, big German sub marine b:ise on the French coast is raided for the second night in a row. Allied planes sweep over northern France, Belgium and Holland. .. THAQ. officially declares war on the axis. This- is rather- sig nificant, as it is the first time an Arab nation has Joined with the British. German propagandists have boen busy with the Arabs ever since the war began.. TN Burma, Wavell reports that 1 his nn.sitinns near Akvnb hnv been attacked by Jap. patrols, which were beaten off. Three Jap bombers raid Cal cutta. All three were shot down by ONE RAF FIGHTER. TTHE general drift of all this news Is favorable and Invites carejess .readers to jumQ to the conclusion that we're licking the socks off our enemies on all fronts. . ,';'' This writer strongly advises against any such conclusion. We must remember that we're getting news ONLY FROM OUR SIDE, and- while what we- GET is probably true enough as far as it goes this writer is reason ably sure it doesn't go far enough to give a true and bal anced picture. Those who permit themselves to think we have the war all but won' are simply kidding them selves. ' - THAT many people are jump ing to this conclusion is proved by the rising tide of talk about what the peace is going to be and what we're going to do after the war. Whatever we do, let's not kid ourselves. That can do nothing but harm. DRAFT RULES QNFARM LABOH TO BE RELAXED (Continued From Pago Ono) strike supported by the board ho defied ami the mine lenders who defied him. And tho Issues be hind the strike said to have cost the country some 500,000 tons of anthracite already re mained unsettled. Roquiremont Lowortd Lubor's eyes also swung swift ly to Senator Reed (R-Ktis.) who announced plans to force n sonuto showdown on his mcutuira for u 48-hour work week as soon us ho returns from a trip to the midwest. Not affecting situa tions where contracts govorn pay, his bill would amend the fair labor standards art of 103U so that time-and-a-half for em ployes would ' start after 48 hours, instead of 40 hours. New cheer for labor-lucking farm areas came out of a confer ence when Manpower Chief Paul V. McNutt and Mujor General Lewis B. Kershoy, selective serv lco director, agreed to lower tho production requirements pre viously set for classification of an agricultural worker as an essential Job-holder. Farm sluto senators said the offlciuls had decided to consider producers of as few as eight war units eligible for deferment in some areas whereas 16 such units have been required in tho pnst. Tires From Brasll The war manpower commis sion, meanwhile, reported that thousands of handicapped per sons have been and urc being employed by federal agencies, In cluding tha war and navy depart ments to help caso munpower problems. Tho WMC repeated its plea for private employers to do the same. Replying to a complaint of Senator Wheeler (D-Mont.) (is to why a shipment of truck tires was sent lo South America, board of economic warfare of ficials said they were needed to tldo over a transportation emerg ency, and added Hint 20,000 truck tires more than making up for the outgoing shipment has since been received in this country from Brazil. Potatoes run ads will continue to be come more interesting to the reader. They will be more Interesting because they will, give more Information on ways to get more enjoyment out of our everyday lives. PTA Board Urges That Children ! Wear Name Tags . CHICAGO, Jan. 18 W) The national executive' board of the Congress of Parents and Teach ers yesterday . urged registration and identification toga be worn by all. children under. 18. The plan, as outlined by Mrs. William Kletzer of ; Portland, Ore., congress president, would involve registration noting any health -defects, blood type and nearest of kin which would be recorded under the number on the tag; : The plan already has been made, effective; in Florida and Utah and the "board suggested nationwide application to the of fice of civilian defense as a war time measure. .. TOO LATE TO CLASSIFY OIL TO BURN For Union heating oils phone 8404, Klam ath Oil Co.; 615 Klamath Ave. l-30m OIL BURNER service. Phone 7149. 1-16 FURNISHED CABINS Adults only. Call 4808 So. Sixth. 4894tf SCHOOL GIRL, 15, will care for children evenings and week ends. Phone 7617. 1-18 WILL PAY CASH for 1940 to ' 1942 model good used car, prefer coupe or two-door, must be low mileage, good condi tion, priced right. P. O. Box 321, city. 1-16 FiVEROOMnF quire 620 Washington. 1-16 (Continued From Page One) the attack again from the east suggested that Gen. Sir Bernard L. Montgomery's British eighth army may have launched a new drive to roll Rommel back to Tripoli from his present holding positions along the gulf of Sirte.) The allied communique re porting the Tunisian operations said:- "Ground activity was limited to patroling on both sides. "In the course of operations off the Tunisian coast by our medium bombers and fighters, a large schooner was bombed and attacks were made on two es corted formations of enemy transport planes. Twelve U. S. Planes In Portuguese Hands After Forced Stop LISBON, Jan. 26 (P) Twelve American Alracobra f Ightor planes, part of a flight of more than 60 war craft buffeted by storms on a flight toward the Mediterranean battle zone, were in Portuguese hands today alter forced landings on the soil of this neutral nation. ; V Eleven of the planes landed at the Lisbon airport on the Tagus river yesterday and thohv crews surrendered to the authorities. Crews and planes were expect ed to be interned. The twelfth plane was report ed to have landed at Avciro, In northern Portugal. Nine Thought to Nave Died in Army Bomber Crack-Up BOISE, Ida,, Jan. 16 IP) An army bomber crashed near Kuna last midnight, killing "about nine officers and men," Gowcn Field Public Relations Officer Capt. E. R. Davis announced to day. The plane, on a routine train ing flight, was "pretty badly wrecked," said Davis. It smash ed up in rolling sagebrush coun try. An army guard was estab lished at the scene. Searching parties located the wreckage a few hours after the piano was reported missing'. Names of tho personnel wore withheld pending notification of relatives. '" Smashos Thumb W. H. Greg ory, 236 East Main street 'suf-j fered a badly mashed thumb while employed at Ewauna Box company Friday. He was given emergency treatment at Klam-i ath Valley hospital. CHICAGO, Jnn, 10 (A1MJSDA) Potatoes, arrivals 70; on track 107; total US shipments 002; old stuck, supplies rather light, demand moderate; for best qual ity northern slock market firm; for Idaho Russets market about steady, for other western stock market steady; new stock, sup plies light, deinuud moderato, market slightly stronger; Idaho Russet Hurbanks US No. I $2,110-3.074; Colorado Reil Me Cluios US No. 1, $2.1)5; Wyom ing Bliss Triumphs US No. 1, $3.00; Mincsotu and North Da kota Bliss Triumphs comniiir elnls $2.10-45: Cobblers commer cials $2.20-28; Florida Bliss Triumphs US No. 1, $2.05-70; por bushel. OPllIllGEu IN MILK PRICES PORTLAND, Jan. lfl (IP) Reorganization of wholesale and retail fluid milk prices to alle viate shortages III many com munities was announced today by Stnto OPA Director Rlclinrd G. Montgomery. County unit prices were fixed with certain exceptions and the new prices were not all higher. The highest retail prices in tho stnte were unchanged nt 14 cents a quart In Portland ami Pendleton, which had those prices In effect in March, 1042. Retail Unchanged " Next highest prices were set at 13 Va cents in Salem and Til lamook. Maximums of 13 cents were set for Benton, Clackamas, Chit sop, Columbia, Curry, Douglas, Hood River, . .Jackson, Linn, Marlon, Multnomah, Tillamook, Washington and Yamhill coun ties, and for the cities of Prlne ville, Bend, Redmond and Klamath Falls, The 13 cents price applies also to Lane' county east of the coast rnnt;e. No Increase In the retail price in Eugene, for which thero had been considerable clamor, was announced, Prices Vary Eugone distributors, accord ing to Dr. Blair Stewart, OPA stato price office, hud not pro duced evidenco that they had Increased their payments to pro ducers to the extent that they woro "squeezed" between their buying and selling prices to the extent of tho hardship. By the county unit price system tho retail prices in some communities within the counties wero Increased whllo others wero decreased. Tho order Is effective as of January 15. Tho OPA explained that in some instances prices wero not increased on local demand lie cause there was no evidence produced that such Increases could Increase tho supply of fluid milk, demand for which is greater than at any time in Ore gon's history. Dairy Youth, Dale Brown, Dies in Army Plane Crash (Continued From Page One) mother, Mrs. G. C. Brown, Dairy, Ore. Staff Scrgt. Francis H. Aycrs, Olean, N. Y. Staff Scrgt. Robert L. Grace, Kalamazoo, Mich. ARMIES SWEEP NTOHR E TOWN S IN GI (Continued from Pogo Ono) natural barrier to tho city . despite the difficulties ot winter weather nt its height. Tho soviet information buioau announced that tho Donets was reached In A Russian (idvancii on n 2fl-mllo front which recap, lured the villages of llorndlnov and l'otselulev, on tha oast bank of tho river wheru It loops to the northwest pnst Kaiiiensk. Other forces pushing down the Moscow-Hoiitov rail lino from the north worn said to have ninde new gnlns between encircled Mlllerovo lind Knnv cask. Location Southeast of Rostov, the In formation bureau snld, "soviet troops renohed tha rldgo of tho Siil-Miinyeh rnnKo. Now they faru the Miuiycli lowlands with many lakes Joined by canals funning the gigantic Manych canal, which plays an enormous part In Irrigation of tho arid Steppes of tliu northern Cnvi ca.iii.i." (The Manych begins In the big Kalmyck lake between Kllstu and Salnk, flows Just pnst of Snlsk and empties Into the Don .'10 miles upriver from Rostov.) 1LLIES CRACK NIP Staff Scrgt. Dale V. Brown, 20, son of Mr. and Mrs. C. C. Brown who reside two and one half miles cast of Dairy on Lost River, was a well known Klam ath county youth and graduate of Bonanza high school. Prior to his transfer to the Smoky Hill air base near Salina, Kan., Brown was stationed at Puoblo, Colo., air base, a member of the 375th air corps division. He received his early training nt tho Colorado field. Members of Brown's family learned of his tragic death in tho crash of the four-motored bomber shortly niter 2 o'clock Saturdny afternoon when they were advised by wire from the war department. Ginger Rogers, Jack Briggs Wed In South Today ' PASADENA, Calif., Jnn. 10 (IP) Ginger Rogers, the nuburn halrcd actress, and Jack Briggs, a marine nrlvate from Snn Diego, were married today at the rirst ivieinoaist church.- She is 31, Briggs Is 22. The cercmnnv tnnlr TfAllviunn friends by surprise. fahe announced her cngage mentThursday night. Tho ccremonv wnn nnrfnvm at 1 a. m by tho Rev. Edwin Day. It is her third marriage. Slippery woather wrecks cars, insure toaay with Hans Nor land, 118 North 7th. (Continued From Pago One) New Guinea and liko Buna Is piotietcd by a series of junglo iortif:cntions and difficult swampy country. Recent rnliu have Increased tho difficultly of the nlllcd forcus seeking to clear Papua of tho remnants of a Japanese army which ones totalled 15,000 men, Some ISO miles to tho north west at Mubo, south mid Inland from Snlamiiua In northeast New Guinea, allied forces have com pleted a three-day raid on Jap anese positions during which un enemy headquarters post, a radio station and supply dumps wero destroyed, the communique wild. Heavy casualties hnvo been In flicted on the Japanese there, It was laid. ; Legislators Put in Saturday Session in Salem (Continued From I'nga Ono) urea. The constitution now pro vides for apportionment accord ing to population, with a revis ion to bo made nftor each census, but this revision hasn't been made for i)0 years, upstate legislators blocking efforts by Multnomah delegates who want more representation at tho ex pense o upstato counties. Under the proposal, Multno mah county's representation would bo unchanged at 7 sena tors and 13 representatives. The number of senators and representatives which would bo allotted each district: Wallowa and Union i'nnd 2; Baker 1 and 1; Malhour 1 and 1; Hurncy I and lj Grnnt, wheeler, Gilliam and Morrow 1 and 3; Umutllln 1 and 2; Sher man, Wasco und Hood River 1 ond 2; Jefferson, Crook ond De schutes 1 and 2; Lake 1 and 2; Klamath 1 and 3; Jackson, Jose phine and Curry 2 and 3; Doug las 1 and 2; Coos 1 ond 2; Lane 2 and 3; Linn 1 and 2; Polk, Benton and Lincoln 1 and 3j Marion 1 and :i- ri,.i,,.n,. i and 3; Yamhill 1 and 1; Wash ington 1 and 2; Tillamook, Clat sop ond Columbia, 1 and 4j Mullnomiih 7 and 13. Tho total number would re main tho. same 60 representa tives and 30 senators. "Pine Goes to War" Tonight With Bia Victory Program u-onunueci rom Pngo One) veteran auctioneer, In charge: tonight. Lco Jacobs, assisted by n Camp While man whoso Job In civilian llfo was radio an nouncing, will be master of ceremonies. VITAL STATISTICS BIRTHS SWIFT llnrn nt Vlnn,nlk Valley hospital, Klamath Falls, Ore. Janunrv lfl ina-i in m and Mrs. Charles H. Swift, 3118 urosDy street, a boy. Weight: 8 pounds 8 ouncos. Visits Slnff Hfft. Ranrn W "Bill" Huffman, accompanied by his wife and child rnn. Cnlnatjl and CIvde. stonned In Klnmnlh' Falls this week on route from rort Lewis to Ashland where they were called by tho death Of Mrs. Hnffmnn'a mnlliAK Mra Ed Holmnn. C. E. "Dewey" iiiittman and Mrs. Huffman met the familv here. 1'hnv ira fniv mer residents of this city.