JPAGB FOUR HERALD AND NEWS. KLAMATH FALLS, OREGON April 10, 1IMS Mtmbtr cf Tn Ahooutu Fun n AoocUW tnu It aiolo-. mlr utIUtd to tbi u of t inibllMUOD of til dlipiloliM Vrwiiud to It or ool othim crattlted In Will ri-r, nd alM tat loeil Bvt publlihcd uitrem. All rlihtt of npubllMtloo ol uwelM olpt" eta alia re- ' FRANK JENKINS lor A traporrf oombloitlos of the tTMlnf Htrald and th Klimtth Nnri. IMbllihed iwy afternoon xept Bund l Eipianad and Tint itrcU, Kliraith Falls, Ortgon, by th lUrald Cimi I thing Ox and to KUduIa Ktva rubllablof Oonpany Kntrd toond elan nattu at th pottoftlot of KUutUi Fall. Ore., oa August to, lKtt under act of congress, March t, lira. Jumtr 0 Audit Bums a u Or CxictnvATiox XeprM&t4 KaUooalty by WttT-HoUUOAT . Co., Ixo. Kan FranHtra, Kw Twt, He. a Hit, Cnicig IVrtUnd, U Aoialta, MALCOLM EPLEY Hanaying Editor pent. KYI A&k' LI EPLEY Today's Roundup Br MALCOLM EPLEY MIT'S tough Job to keep civilian defense I going right because nothing ever hap- That Is the way Earl Rey nolds, secretary of the cham ber of commerce and civilian defense coordinator, described the civilian defense situation in Klamath county to us yes terday. Mr. Reynolds said it is diffi cult to get volunteers for the many civilian defense jobs to be filled. It is difficult to keep up interest when time goes on without the "Incident" that all civilian defense is aimed to prepare for. Civilian defense in Klamath county is prob ably no worse off than in other similar counties, but it Is worse off than it should be as we enter a summer which may well see some "in cident" on the coast that will call ,for com plete and effective use of civilian defense machinery. An "incident" that can happen without the visit of a Japanese landing force or airplane is a huge forest fire. A dangerous fire season Ilea ahead, and civilian defense-is being counted upon to help meet whatever emergencies in that line may arise. In this connection, the fire-fighting agencies are hoping to build up a fire-fighters' reserve. Thus far, there has been virtually no public response to this call, which is fully explained by a story In today's paper by Carlisle Crouch, Crater Lake National park's chief ranger. The enemy may attempt to set our forests on fire this year. But whether he does or not, there is always a terrific fire danger in this area. We've got a job on our hands to protect our forests this summer and this is one phase of civilian defense that certainly should awaken public interest and concern. . Short Shots at Weekend REVERSING the usual procedure. Lieutenant "Jack Lindh of the air corps has sent some North African cigarettes home to his dad, Gus Lindh, Herald and News linotyper . . . Charles Mack, former Klamath county assessor, is now working on absenteeism for a Kaiser shipyard in Portland, shifting over to that from ship yard war bonds . . . Charley has been master of ceremonies at a number of Liberty ship launching! at the Oregon yard . . . Crater lake park roads are still chock full of snow, but a hole may be cut. through soon from the Klam ath, side so that park people can get in to protect their property from fire . . . Mitchell Tillotson, bank manager and president of the chamber of commerce, is one of the most faith ful Red Cross surgical dressing makers . . . Algoma townsite, contrary to many wild rumors that the navy was taking it over, has not been sold at all ... In fact, the navy base rumor flood has subsided notably in recent days . . . Morrison-Knudsen's establishment of an office here and other work in connection with the big railroad contract probably started many of the reports. ADDISON Advertising Roundup By DELBERT ADDISON TIME magazine, not long ago, carried a sec tion on advertising which analyzed the trends under total war. Among other things it mentioned that advertising is an expense in that it may be deducted from income taxes. Big manufacturers that are wholly in war production have keyed their advertising to the job of selling war bonds and other patriotic measures, the article stated, in order that treasury officials would still look on this advertising as an item deductible from income returns. While the fact that advertising is deductible has probably influenced the decisions of boards of directors in okaying ad budgets, still nobody has ever made a financial success of spending two dollars to save one. Advertising still has to bring results or it won't be continued. Advertising has, of course, been turned into the channels of selling bonds, aiding the Red Cross and like projects. What has brought this about, to my way of thinking, more than anything else, is a thought in the back of the mind of each of us still out of uniform. Some day, the fellow who used to put his feet under the lunch table with us is going to get his honorable discharge, come home and say, "Brother, what did you do?" It will take more than the statement that you invested 10 in bonds, to look a war widow squarely in the eye. It All Depends on the Ad A CONVERSATION on advertising with Jim Kerns brought up the statement (agreed on by both of us) that no one particular ad or type of advertising can possibly reach every one. Jim went on to say that a page ad in The Herald and News wouldn't be read by a fourth of the people. (This was not entirely agreed upon.) These ideas lead on to the fact that it's not the size of the ad, but what you put in it, that attracts attention. A glance through the latest report of the Con tinuing Study of Newspaper Reading brings this out with startling clearness. In the Trenton (New Jersey) Evening Times, the Land O' Lakes Creameries ran two separate ads on butter. Each ad was two columns wide and five and a half inches deep. One ad, what we'd call a straight selling ad using an illustration of the butter and package, was read by 2 of the men and by 4 of the women. The other ad, using a cartoon dealing with the butter shortage, was read by 32 of the men and 31 of the women! , The newspaper collected the same amount from the creamery for each of the ads. But one ad cost the creamery about 10 times as much as the other, or they got 10 times the results from the one whichever way you look at it Advertising Is news, and the most timely news gets the most readers whether it is. the paid news of business or news written by a reporter. SIDE GLANCES CO ML tsHJ WT HtA SEBVtCf. INC T. M. REO. tl a. PAT. OFF. -tO COP. ttH3 WT HtA SCRVICf. INC T. M. RIG. U ft- AT. OFF. "Yes, sprint is mighty pretty here, especially when you u:l. r .1 t . u.. k.Ka 1" UlllUV UJ IJ1U5C 11UC3 111 CJUTUpC lUIIl Up JJUIIIJJOI piiHp?PiiiiiSi "MTV ohirrr liViMil'i prvicro from HOME WeU, fellas, the high school at this place, which many of you attended, is lining up more and more with the war program. . . . Athletics are pretty well point ed in the direction of preparing young fellows for induction if the struggle lasts. ... An obsta cle course along the canal is one project now underway. . . . Swimming will be taught at the nat this spring, with emphasis on non-swimmers among juniors and seniors likely to be called to the service. . . , The whole physical training program has been reshaped along wartime lines. The old home county got a shock this week when it was an nounced we would have to raise $1,269,000 In the second victory loan ' drive from April 12 to April 30. . . . That's a lot of money, but a lot of plans are be ing made to get it. . . . Rotary started it off by buying $60,000 in government bonds and treas ury certificates at an auction of Captain Jack, the bond-selling rooster. Algoma mill shut down this week for good. . , . Out of tim ber. , . , Other mill and logging operations are beginning to pick up speed as weather improves. , . . They'll cut down a lot more of the old pine trees for the war effort this year. . . . How to keep them from burning down before they are cut is a problem that is worrying a lot of people here. ' Medford won the Rogue re lays Friday with Klamath Falls second. . . , Medford had 32 points, the Pelicans 26. .'. , Boc chi of the Pelicans was sick and out of the meet, which probably changed the outcome. If the creameries will just churn over a new leaf, there are butter days ahead. TOO LATE TO CLASSIFY BETTER OIL gives you more heat per coupon. Buy Stand ard Burner Oils. Peyton Sc Co. , 4-30 FOR THE BETTER grades of fuel oils, accurate, metered de liveries, try Fred H. Hellbron ner, 821 Spring street, tele phone 4153. Distributor Shell Heating Oils. 4-30 FURNACES- vacuum cleaned. Phone 7149. 4-10 CHIMNEY SWEEP Phone 7149. 4-10 OIL BURNER SERVICE Phone 7149. 4-10 VACANCY Steam heat. Ala meda Apts. Call afternoon or . evenings. Phone 6945. 4-13 FOR SALE Good lawn swing, dining room set and kitchen nook table with chairs. Phone -6831. 4-13 WANTED Experienced time keepers and senior clerks. Ap ply Morris and Knudsen Co. Esquire Theatre Bldg. 4-14 FOR SALE Violin, guitar, ra dios, typewriter, 12 by 14 tent, cookstove and electric range. Altamont Auto Camp. 4-13 LEARN to play piano the new quick way. 407 N. 9th St. Phone 3498. 4-16 ACCORDION LESSONS. 407 N. 9th. Phone 3498. 4-33 WANTED TO BUY 2 bedroom home, dinette, hardwood floors. Mills Add'n. preferred. 2346 Radcliffe. WANTED Pasture for 14 head dairy heifers and calves, Ira B. Morris, Rt. 2, Box 635. 4-12 AT FIRST SIGN OF A USE 666 TABLETS, SALVE. NOSE DROPS TOO LATE TO CLASSIFY FURNISHED house E. Main near Lucas Furniture. $30.00. Also Apt. West Main, good view. $35.00. Both have gas heat. 733 Main. 4-20 1937 STUDEBAKER coupe, pri vate owner, excellent condi tion, good paint and good tires. Has radio and heater. Call 8548 or see it at 1457 Crescent St. FOR SALE Half acre and three room house with fenced in chicken yard. $250 cash. In quire or phone Keno cafe, Keno, Ore. 4-17 FOR SALE Small dry onions, some suitable for planting. Co fers, 4860 Hllyard, south end of Wiard St. 4-16 OUTSIDE ROOMS. Crater Ho tel. 129 N. 2nd. 5-9 UNFURNISHED house. Adults only. No pets, 737 Alameda. Phone 4451. 2630tf FOR SALE Good, house on Ore gon avenue, corner lot, two bedrooms, closed in porches, garden space, shade trees. Phone 3725. 4-16 WANTED TO BUY 1 or 2 acres with house. Close in. Reason able. Phone 4477. 4-10 TWO 3-room modern houses on highway in Weyerhaeuser, Kalpine, Kesterson district. Completely furnished, includ ing inlaid linoleum, electric ranges, hot water, and ga rages, $23.50 end $25.00. Wat er and wood furnished. Phone 5927 for appointment. 4-1 Wear out your old shirts now. It soon will be time to leave off the coat and vest. TRUCKS FOR RENT You Drive Move Yoursoll Save 54 Long and Short Trips STILES' BEACON SERVICE Phone 8304 1201 East Main . V 111 . First Aid Club There will be a regular meeting of the Klamath County American Red Cross First Aid Instructor's club at the Red Cross building, 418 Main street, on Monday night, April 12, at 7:30 o'clock. All local instructors are urged to be present by Roy T. Premo, president of the group. A dem onstration of bandaging r. by member instructors is scheduled as well as a discussion of arti ficial respiration on infants. Re freshments will be served after the meeting under the direction of Dorothea Beckwith. Improving Charles McCain employed by the Biy Logging company at Quart; mountain, is reported improving at Klamath Valley hospital. McCain suffer ed back injuries and the loss of a finger in an accident which occurred this week when a log broke from the hooks. ...... Amputation W. S. Hayden, 33, 103) Pine street and employ ed at Ewauna mill, suffered the amputation of a finger on the right hand following an accident which occurred at the plant Fri day night. Hayden is a patient at Klamath Valley hospital. Visits Here Raymond Kll lion, radio operator in the navy, is visiting in Klamath Falls with his cousins, Mr. and Mrs. George Godnrd, 2124 Blehn St Ltavi Hospital Mrs. E. S. Hlgglns and infant son returned to their home at Esplanade Courts from Klamath Valley hospital Friday. mm mmmm IrifcnitiillllH Name Son Mr. and Mrs. Francis McNeal of 2549 Hope street, are parents of a son, Wayne Charles, their second child, born at Klamath Valley hospital April 8. Mrs. McNeal is a former nurse at the hospital Goes Home Little Reglna Hannon, daughter of Mr. and Mrs. Wajter Hannon of 737 Lin coln street, was dismissed from Klamath Valley hospital Friday. She has received medical treat ment this past week. Improving Mrs. Albert Langer has sufficiently improv ed after a serious illness to be able to leave the hospital where she received treatment for sev eral days and return to Jier home on North Seventh street. Here on Visit Mrs. Nellie H. Carter of Ashland is bere visit ing at the home of her daughter and son-in-law, Mr. and Mrs. Stephen Sabo of 3840 South Sixth street. Dismissed Mrs. Lloyd Derby and daughter Joanne, left Klam ath Valley hospital Friday for their home, 930 North Ninth street. Visiting Sister Mrs. Harry Ackley left Friday evening for San Francisco where she will visit her sister, Mrs. C. F. Cole, for a few weeks. , From Ashland Mr. and Mrs. Roy Edmunson of Ashland were in town on Friday, visiting at the home of Mr. and Mrs. W. C. Lit tle, 2444 Orchard way. Look Folks! OPENING DANCE SATURDAY, Eagles' New Hall 9th and Walnut Good Music and Good Entertalnmonil Eagles and Friends Let's Gol MAIL CLOSING TIME (Eflectiva Ftb. 15. 1943) Train 19 Southboundi Bp. n, Train 20 Northboundi 11 a. m. Train 17 Southbound: 7 a. m. Train 16 Noithbound: 10 p. m. Medioid Stag, Westbound. 3i30 p. m., Evening Airmail. Stagai to A'.turas. Ashland, Like view and Rocky Point 7 a. m. Rebekah Lodge Prosperity Rebekah lodge 104 will meet Thursday, April 15; In the lOOF hall at 7:30 p. m. There will be a business meeting followed by an Easter program. Social Club The Rebekah Social club will meet In the IOOF hall Wednesday, April 14, for dessert luncheon at 1:30 p. m. This will bo the meeting postponed from April 7. W. C. Fields to Pay $8000 for Gags to Hoboken Merchant LOS ANGELES, April 10 VP) W. C. Fields must pay $8000 of the $20,000 Harry Yadkoe claim ed was due him for gags the film funnyman used In a movie which the Hoboken, N. J., merchant and amateur writer alleged were his. After a jury returned Its ver dict yesterday, Yadkoe offered to shake hands, but the comed ian refused. Fields denied using Yadkoe's material, . EDITORIALS ON NEWS (Continued From Page One) dinary citizen. If eating costs keep on going up, inflation won't be merely a bogey man the poli ticians use to frighten us with, It will be something that is sit ting in our laps. . ONCE A MURDERER " BOISE, Idaho, April 10 W) Ada County Prosecutor James W. Blaine today identified John W. Meadows, accused of the shooting of Jack H. Wilson, 29, as an 83-year-old convicted mur derer who served 26 years in the Idaho state prison before his pardon in 1941. Stamp collecting is booming as a hobby in Europe, despite the war. High-heeled shoes and "wedg ies'" were worn in Europe as early ns the 18th century. - i ' Mabhetl and financial STOCKSIGI I I AFTER F DAY BREAK NEW YORK, April 10 () Tho stock murket regained a por tion of Its equilibrium today, but many leaders continued in tho minus column. Few expected any sharp re bound in the wake of Frlduy's worst brook in neurly three years. The Associated Press 60 stock average still was about 15 points above the bottom of a year ago while the 30-industrlal index retained around 20 points of its upswing. There were Isolated advances of a point or so. Top quotations failed to hold In most esses near the close and losses were wide spread. In the resistant area wero Southern Pacific, Groat North ern, N. Y. Central,, General Mo tors, Goodyear, Boeing, Allied Chemical, Anaconda and Amer ican Can. Rising reluctance was displayed by American Tele phone, Chesapaake and Ohio, Ra dio, Homestake, Sears Roebuck, Youngatown Sheet and Goodrich. Turnover of around 1,000,000 shares was ono of the best for Saturday since early 1040. Bonds were shaky. Commodi ties steadied. Closing quotations: American Can 79 Am Car Sc Fdy 331 Am Tel Sc Tel 140J Anaconda 291 Calif Packing .. 27 Cat Tractor 441 Comm'nw'lth Sc Sou .. 1116 General Electric 35 i General Motors - 48i Gt Nor Ry pfd 28 i Illinois Central 13 Int Harvester 68 Kennecott 33 Lockheed 22 Long-Bell "A" 81 Montgomery Ward 38 Nash-Kclv 8i N Y Control 16J Northern Pacific 15 Pac Gas Sc El 27 Packard Motor 4i Penna R R 291 Republic Steel 17 Richfield Oil 01 Safeway Stores 38J Soars Roebuck 67 Southern Pacific 231 Standard Brands 6J Sunshine Mining 6i Trans-America 71 Union Oil Calif 18J Union Pacific 90 U S Steel 55 Warner Pictures Ill Fir Plywood Gets Ceiling Increase SAN FRANCISCO. April 10 (VP) Producers' ceilings for all grades of Douglas fir plywood were increased 10 per cent, ef fective April 15, in an announce ment last night by the office of price administration. The overall Increase, intended to cover higher labor and mater ials cost, affeets all Douglas fir plywood sales, including those made by distribution yards and retailers. VITAL STATISTICS M'NEAL Born at Klamath Valley hospital, Klamath Falls, Ore., April 8, 1943, to Mr. and Mrs. Francis McNeal, 2549 Hope street, a boy. Weight: 6 pounds 10 ounces. CARD OF THANKS We wish to thank our many friends for their kindness and beautiful floral offerings at the time of our recent bereavement and loss of our beloved husband, father and grandfather. MRS. DANIEL BEDORD, MISS D. BEDORD, MR. FRANK BEFORD, MR. AND MRS. C.L. IIERT ZOG, MR. AND MRS. CHARLES BEDORD AND SON. Potatoes Whan in Medford Stay at HOTEL HOLLAND Thoroughly Modern Joe and Anne Earlty Proprietors CHICAGO, April 10 (AP USDA) Potatoes, arrivals 42: total US shipments 406; old stock; supplies very light, truck trading very light on account of luck of offerings of table stock; murkot unsottlod; North Dukoto Cobblers Commercial tagged seed stock $3.30; North Dakota Bliss Triumphs Commercial tug ged seed $3,66; Mulne Chlppa was U.S. No. 1, $4,10; Idaho Hun set Uurbunks utility grado $3,50, LIVESTOCK SOUTH SAN FRANCISCO, April 10 (AP-USDA) CATTLE: For five days 250 compared Fri day wock ago; good steers, heif ers unci range cows steady, week's quotuble stoer top $16.90; medium to good $15.50-$16.2S, Medium heifers steady, odd head $14.00; fad kinds absent. Hull load medium 1035 lb .grass cows $12.60; load common 1016 lb. Idehos $11.00; common cows $10.00-$10.50; cuttors and din ners 60c to $1.00 lower for week, mostly $7.60-$0.60; good 1700 lb. bulls $12.60; medium $11.00 $12.00, fully 50c lower. Calves: For five days 60, around $100 higher, hnlf-loud good to choice 211 to 312 lb. voulers $16.50. HOGS: For five days 1600 comparod Friday week ago; bur rows and gilts steady, sows 15c higher, closing top, good to choice 245 lb. Idaho $17.00 new high, week's bulk $16.75-$1.U0; most good sows $15.S0-$16.05. SHEEP: For five days 650 comparod Friday week ago; spring lambs absent, woolcd lambs and ewes 25-50c lower. Common to good woolcd ewes $6.00-$8.50. Choice shorn 100 lb. ewes $8.00. PORTLAND, Ore., April 10 (AP-USDA) CATTLE: Receipt! salable 1220, total 1733; calves salable 175, total 215. For week: beef steers, heifers and cows steady but undertone weak after opening. Bulls around 50 cents lower; vealcrs weak to 25 cents lower; medium to good fed steers $14.50-16.25, bulk $15.00-16.00, common down to $12.00; medium to good holfors $13.50-15.60, common down to $10.00; me dium to good cows $11.50-13.25, canners and cutters $7.00-9.25; fat dairy types up to $11.00; me dium to good bulls $11.10-13 60; good to choice vcalers $15.00 16.25. HOGS: Receipts salable 2075, total 4075; closing trade mostly 50 cents lower than week ago; good and choice 180-225 lbs. $15.50-16.75, latter closing top; 230-300 lbs. $15.00-15.26, light lights mostly $15.00; good sows $14.00-14.25; feeder pigs 50 cents higher at $16.00-18.60, SHEEP: Receipts salable 1385, total 2775; lambs steady on kinds avallablo; medium to good wool cd lambs $13.50-15.00; few good to choice $15.50, common down to $11.00; medium to good No, 3 pelts $13.25 down; good ewes No. 2 pelts $7.60; common and mo dlum $3.60-4.30. good to average choice cattle; lop at $17.65 a new high but cholco to prime steer alinruil lute downturn; hulfur yuuiilngs $17.15; bulk stoors and yeuii. ings $14.00-17.25, avorago price all grados reaching $16.00 on Tuesday; good unci cholco holf ors 15-2Au higher but common ami nu'dium grudes 25c lower; bulk fed hvlfors S14.00-10.2S; good grudu bucf cows weuk to 2Sc lower; ull others 25-750 down; bulls weuk, extrenxi otil sldo weighty suusugo offerings $14.75, niustly $14.60 down lute; vuiiU'is liulil ulriuly ut $15.50 down; stock cultlo sluudy to strong, with bulk medium to good stackers nt $13.50-15.50, cholco southwest light yearlings and stock culves $16.0017.00, ycurlings rouching $16.00 and calvos in loud lots $17,30, short load $17.75. Snluble sheep 2500, totul 4500; compared Frlduy last week: fat lambs steady to 15a higher, spots up more; week's top fed western woolcd lambs $16.60, closing bulk 616.25-16.S0; week's bulk $18.00-16.50; few natives as high tin $16.23; (ml western clipped lambs with No, 1 iind 2 skins $15.10-19.60, less than deck lots with No, 1 skins und full shorn $15.65-16,00; sheep steady to stronger, good und cholco slaughter owe $0.23-0.50, mostly $0.00-0,50; 63-80 lb. shearing lambs $15.03-15.03. WHEAT CHICAGO. April 10 (!) An upturn of more than a cent In , rye, reflecting a sharply higher ' market at Winnipeg, puced ad vances In all grains today. Trade reports snld some of the heavy rye stocks were going Into mixed livestock feed. i Wheat gained on an overnight government crop report which showed a sub.ttantlul reduction In estimate on 1943 winter i wheat production. I Wheat closed 4-1 1 higher, May $1.42M. July $1.42i-i, corn wui I unchanged at celling, May $1.01, oat advanced i-i and rye spurted CHICAGO, April 10 (AP USDA) Salable hogs 300, totul 6300; strictly nominal market on good and choice hogs; un dertone sharply lower, shippers took none; compared week ago good and choice barrows and gilts 20-35c lower; sows 20-25c off. Salable cattle 200, total 200; compared Friday last week: after selling higher early In the week, fed ulcers and yearl ings reacted, closing with ad vance lost and as much as 26c lower than late last week on Ml -j dm mm IBi His Future His future an American cltlien becomes more difficult without the guidance of hli father. The Equltahle educa tional program will aiiure your ton or daughter of the proper training In the prin ciples of American living. jjoltn Jf. JfotttioH. RKPIIKSKNTINO THE EQUITABLE LIFE Assurance Society in n. rtn ptwnt mi RAYMOND DAIRY'S Wholesome Milk and Cream Now Being Delivered on Our Retail Routes Quality Milk . . . . Courteous Service Raymond Dairy Products Co. Phone 3178 Mrs. A. A. Ward 'Owner WARD'S KLAMATH FUNERAL HOME "8 High St Phone 1334 Anttauncel the appointment of Arthur V.Larsen Licensed Funeral Director and Embalmer as acting Manager during the absence of Willard Ward Pharmacist's Mate 2 e U. S. Naval Reserve