FACE FOUR
HERALD AND NEWS, KLAMATH, FALLS, OREGON
April 17, 1943
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FRANK JENKINS
Editor
A temporary eotnblnttlon of th Krwlnt Btrtld nl
tht Klimith Now. Publlihtd tvtry nfttrnoon
Bundiy tl EpUnd And Pint itmU, Klinuth FlU,
Ortgon, bj thf Hmirt t'uul tihlnt Co, and tht Kltmtth
Kwi Publlihlni Compfcnj
Kotfrtd ia iMond elan Sautter at tha poitoffloa of
Klamath FtlU. Or., on Auguit to, IMC undr of
ooDirtaa, March I, (lift.
Mtmbf of Amur
Bctuav Or Cuccuxiov
Bapmaattd Katkuiall by
Wnr-HotxtDAT Co., Ixc,
an Tranciaco, Naw fork K.
ttlt, Chictfo, tVrtUod, Loa
MALCOLM EPLEY
JaROjrinp Editor
Today's Roundup Advertising Roundup
- ff w ml rv
ROADS nd highways committee of the cham
ber oi commerce got together this week
with Highway Commissioner Arthur Schaupp
..., for a talk in which emphasis
I was placed on post-war plan-
t ing.
The Kiamain master ntgn-
'rM'i. wsv nrosram. a device long
' 1 1 j and effectively used in high
1 H way planning here, was
brought out ot me lues ana
I Bvflhavlng important projects
I - Jv I 1 reaclv t0 8 the moment war
&J conditions will permit highway
EPLEY construction.
fTwo state highway projects located in the
Immediate vicinity of Klamath Falls, which
have high rating on this master program, are
South Sixth street (you've heard of that one
before) and relocation and reconstruction of the
road between Greensprings junction and the
city.
'The Utter stretch carries the traffic of two
state highways Greensprings and the Weed-Dalles-California
routes and also carries a
heavy volume of traffic between the western
suburbs, including Weyerhaeuser and Kesterson
mills, and the city.
Distant Projects
BOTH South Sixth and the section on the
highway west deserve improvement at the
earliest possible moment, not only because of
their significance in the local traffic set-up, but
also because of the through traffic they carry.
Both projects are located, close to and within
the city, but in planning for post-war construc
tion they must share importance with other
more distant jobs that are still of vital signifi
cance to Klamath's traffic and travel situation.
Improvement should certainly be continued
on The Dalles-California highway from Algoma
point north. The Willamette highway needs
lot of work on the surface of the already
completed highway, and an early project should
be the relocation of the Willamette at the
western end, where an unfortunate junction '
situation exists. The Santiam and Warm Springs
highways still farther north have a place in
our travel picture that should not be over
looked. '
Despite the fact that The Dalles-California
and its connections offer the most logical routes
for travel between major northwest points and
California, there is going to be a tendency to
spend huge sums on the Pacific highway recort-'1
traction through southern Oregon. East-of-the-mountain
interests must be alert lest the
null for that route is nermitted to leonardize
the needed work on the trans-Cascade and
Dalles-California routes.
For the Future
ANYONE who gives a thought to the future
of Klamath Falls knows that transporta
tion has a vital significance in that picture.
this communltv Is ideallv located in relation
to the big centers to the north and south on
the Pacific coast to perform an important func
tion as a midway transportation point in rail
roading, highways, and aviation.
To realize all that should come on our way
from this advantage, we must pursue an ag
gressive transportation policy. We must go out
and get the things we deserve.
' Our situation in railroading is already well
MtAhllKhpri. Tn hleVlurnv travel WA Viatra mnriA
progress but there is still much to be done.
In aviation, we have a long way to go.
Nothing must deter the people of this com
munity from striving for the transportation im
portance that rightfully belongs here. We must
get into this post-war planning now.
Happy Birthday (for us)
KLAMATH'S war finance program gets a pow
erful push through this new idea of cele
brating Hitler's birthday Tuesday. People here
are asked to swat der fuehrer, figuratively, in
the place where he deserves it with heavy bond
buying on what is hoped here will be his last
natal anniversary.
Its ideas like that which make campaigns a
success, and it is Increasingly certain that the
local war finance campaign is going to be just
that. The drive is now on its second $500,000,
and the stimulus offered by the Hitler birthday
celebration should move it well on toward tha
million dollar mark.
By DELBERT ADDISON
USERS of bottles milk producers, brewers,
beverage bottlersare faced with a short
age of bottles. Trade association in western
states have set aside this com'
lng week for a special drive to
ADDISON
Short Notice
PROUD as punch, and justly so, are the Sorop
tlmists for their invention and successful
execution of the $20-a-plate bond-raising scheme
. . . Mayor John Houston has the mumps, which
he caught from his young son . . . Dan Erheart,
the much-decorated army air corps sergeant, is
listed as Klamath Falls, but Medford rightly
claims a share in him ... He lived in Medford,
and his parents live there, but he is the son-in-law
of Mrs. Richard K. Hannon of Lake
vlew route, Klamath Falls, and lists his address
here . . . Frank Lowell, former Klamath meat
packer, is In the Seabee battalion and Is buying
meat for his outfit ... He met Lieutenant Bob
Thompson of Klamath Falls in Washington and
Bob took him through the Pentagon bulldlna
... A friend of ours, leaving the police station,
called back "Good-bye" to the desk sergeant,
and was startled when four feminine voices
from the women's cell echoed a friendly and
enthusiastic "Good-byel"
" .
Klamath men are getting their share of the
awards for bravery and courage given out by
the armed forces. That puts the bee on the
rest of us to do our share at home.
specim anve 10
get the public to return all ' ,
available deposit containers.
This information, with em
phasis on the seriousness of it,
comes in a bulletin from Emil
Brisacher, head of the agency
that produces ads for Acme
beer, CHB foods and SW
canned goods. A similar three
day campaign by the Califor
nia dairy industry last fall
brought a return of over 832,000 milk bottles.
It you like your milk and beer' and . soft
drinks in bottles, you'd better dig up the
empties and turn them In.
Blitz-Welnhard already has advertised, "Put
your empty beverage bottles in your War.
Stamp Book." Not a bad idea. Here's an after
school project for the small fry. Do . your
duty by your stamp books, kids, and you'll bo
sure of your bottles of pop this summer.
Auto Industry Cuts Your Tax
WE know that the auto industry, stepping
into the armament business, has taken
us out of the talking stage and put us into
the fight. We know that American mass pro
duction (built up with the help of advertis
ing) is going to win the war for us. Few of
us realize that in doing this the auto industry Is
cutting down the price cutting down the in
come tax for you and me.
Using the brains and "know how" of the in
dustry, fighting machines are bettered and costs
are lowered as the output is speeded up. (Just
as" cars were improved and prices lowered as
advertising helped speed them off the assembly
lines and out of showrooms onto the road.)
One company, through voluntarily reducing
its prices of war products to the government,
was-able to reduce prices, by $169,178,141 on
last year's production alone.
For every 20 mm. aircraft cannon that rolls
from its assembly lines, another automotive
company is saving enough money to equip
three soldiers with sub-machine guns. As out
put of the cannon increased, the company pro
gressively lowered costs until today, at peak
production, it is delivering the gun $600 below
the original contract price.
War Effects Newspaper Reading
C PEAKING again of the percentage of sub-
J scribers that read different ads, as shown
by the continuing Study of Newspaper Reading,
here's a new slant. War can cut down on the
amount of goods you have, to sell to our sub
scribers, but it can also increase the number
of them that will read your ad.
- A before-the-war tire ad got 17 men, S
women, a good showing considering the number
of car owners then in the market for tires. A
wartime tire ad, discussing regulations and
plans for meeting the crisis, attracted twice as
many men and three times as many women.
(Attention Vera Moore, Jack Schujze, Byron
K. Teed and ... I was gojng to say, Rex
Hiatt, but Western Auto's in the home furn
ishing business now.)
Institutional Advertising
THE Study also show a big increase in read
ers that scan every page of the paper and a
surprising increase In the reading of editorials.
All this means people are thinking, looking for
guidance in war problems, and relying more
than ever on their newspapers, a condition
bound to help the institutional advertiser.
An institutional ad, one that gives reason for
you to look to that institution or individual
with confidence and friendliness, may take
any form. There's one element it must have,
though, or it will be useless, or worse. That
element is the sincere reflection of the ad
vertiser's character.
In "The Keynote of Advertising," Lynotype
expresses this:
"When all the technical rules have been
learned, there remains the big fact that no
advertising is good unless sincerity runs clear
-through it; and you can't invent sincerity. It's
there, or it isn't there. Four-square statements
in four-square words are impossible to men
who lack It. The advertising that Is to be
genuine investment must have such integrity
that Its yesterdays remain fruitful assets
through its tomorrows.
"The one permanent asset of advertising' is
the respect that it creates. 'To create such
respect, the advertising of a business Institution
must be conceived In terms of usefulness to
the customer just as the factory product must
be conceived."
Off Again - On Again
SOME of life's little embarrassing moments
used to come to us ad-takers when some
thrifty soul wanted to advertise for a passenger
to share expenses.
The answer had to be: "Sorry, but state Jaw
forbids anyone but, a licensed carrier taking
a passenger for pay, and forbids us advertis
ing it."
Then, when the S. P. started saying, "Don't
Try the Train," Wo started saying to heck with
it, and took the ads. Now, when no one is
traveling . to take a passenger anyway, comes
an opinion from the Public Utilities Commis
sioner: "Because of the present emergency, etc., etc.
... it is our present opinion that newspaper
advertisements relating to share expense riding
should be accepted."
Instead of share-the-rldc, we now advertise
for lost ration books.
SIDE GLANCES
cere iwi iv hc srtwr. ivc. t m tn. v. s. nr. on.
"Yes,- your son ouhl to be u big success tis a luiulcr-.
don'I lliiiik any of the neighbors gol much sleep when lie
. ..... . ,1. . . . . U c.., I 1 "
)YU3 UlUi UUUtl&ll ttlt; ObUUI JJIMVWIC Binge
Comment Waits on Robert's
French Martinique Offer
WASHINGTON, April 17 (IP)
Admiral Georges Robert's let
ter to Associated Press Corres
pondent Joseph E. Dynan con
cerning the conditions under
which he would swing his
French Caribbean domain into
the allied cump was something
GIVE TO RED GROSS
Employes of the Pelican Bay
Lumber company have contrib
uted the sum of $1031.25 to the
Red Cross drive, it was an
nounced Saturday.
Officials of the company point
ed out that Pelican Bay em
ployes have always been Inter
ested in Red Cross work, and
last year they, helped finish up
the drive, v
'MlahiaihfsM
h:;;'iii!!i!;i!lKij;fSBl:;iliijii!' "iiiiMliiiiili'li.Riii:
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i! M i d' :l, Mil!'!11 I .
rom mo tile
nnrt nnA 1ft. vem't'' 'final
mrn'm '" w assess
mm
From the Klamath Republican
. AprU 16, 1903
Hueh Silvers has semi rod
Buck island, in Upper Klamath
lake. He expects to improve
it and will devote It chiefly to
gardening.
Captain S. V. Short of Port.
land informs local people he
plans to put a first class steamer
into service on Ewauna lak
operating between here and
rweno. inus, travelers coming
here from the Southern Pacific
line will travel the new rail
to Pokegama, thence by slx-
norse stage to Keno and on to
Klamath Falls bv fast-movlne
steamer.
From the Klamath News
April 18, 1933
Fourteen Inches of snow fnll
In a great Easter storm.
Judee and Mm. W. M. Tlnnrnn
have returned from Medford.
Inflation Seen as
Nation's Defeat
SPOKANE. April 17 (VP)
Aside from defeats on the battle
fronts, nothing worse than un
controlled Inflation could hap
pen to the nation, Eric A. John
ston, president of the United
States chamber of commerce,
said last night In a nationwide
radio talk.
Johnson urged his hearers to
save all except what it was nec
essary to spend for absolute es
sentials, and to turn the savings
into war oonds.
of a dlplomntlc hot potato in
Washington today.
Tne state department re
served comment pending a care
ful study of. the document
which Kobert who has been
holding out against full collab
oration with tne United Nations
despite a food blockade main
tained round Martinique since
last November placed in the
hands of Dynan for transmis
sion to the American public.
At his press conierence yes
terday before the admiral's let
ter appeared in print, Secretary
of State Hull said In answer to
inquiries about Martinique that
the situation there still was
simmering, and that he hoped
to have something more defi
nite to give out ou that subject
soon.
Sources close to General Hen
ri Girauu's mission in Washing
ton were likewise reluctant to
say anything at the moment
about Martinique.
At fighting French,-head-quarters,
ho.vever, the admi
ral's letter was viewed as a
most significant document "put
ting the wiiole French situa
tion in a nutshell." Without pre
tending to agree entirely with
all of the admiral's statements,
a headquarters spokesman sa.d
the lotter certainiy put very
cleariy some of the vital Issues
confronting . Frenchmen.
BUYERS NILE
SELECTED OILS
FROM MARKET
Potatoes
CHICAGO, April 17 (AP
USDA) Potatoes, arrivals 14;
on track 30; total US shipments
281; old stock: supplies very
light, practically no trading;
new stock, supplies very light,
market firm at celling; Idaho
Russet Burbanks, US No. 1,
54. uu; Idaho utility grades $3.60;
Minnesota Early Ohlos tagged
seed $3.59; Texas Bliss Tri
umphs victory grade $3.08-10.
WHEAT
CHICAGO, April 17 (VP)
Wheat advanced on a little mill
buying and strength at Kansas
City today, Imparting firmness
to other grains. Trade reports
from Kansas said demand for
cash wheat was good, with pros
pects that little will be for sale
after April 30, when govern
ment loans on warehouse stored
grains are due.
Oats and rye advanced with
the bread cereal. Corn was hold
at ceilings with trading much
less active than In recent ses
sion. Activity in all pits was re
duced in view of the possibility
that ceilings may bo set on cot
ton over the weekend.
Whflat closed higher,
May $1.4314-, July $1.42
; corn was unchanged at ceil
ings, May $1.05, onts advanced
- and rye was up -l cent.
H21RD OF HE&RIFJG?
FREE PRIVATE DEMONSTRATION (
"" w. mnvu.ii, ncuu auqiai,,, , nai lion nunarom wnn
Aooutt loon . .
Tuesday & Wodnoiday, April 20-21 (10 A.M. to 8 P.M.)
v ELK HOTEL, Klamath Falls, Oregon
Whether you arc a mild, medium or severe case , .
whether you use a heating aid or not . , . important dis-
t-uvencs mane possmic tne sreatest Help ever J.
r i.. .t. t..j., r . r. JK,, i!ti
imtiuu tu tne naia ot ncanng. ionvcntenc
terms. Ask for AcousticOn. No Obligation.
iiimi mm 1111 1 f '
m&" 1
By VICTOR EUBANK
NEW YORK, April 17 (P)
Buyers nibblod ut selected oils,
rails and specialties In toduy's
stock market but further light
ening of commitments retarded
many leaders elsewhere,
It was one of tha ilnwint
sessions of the year to ditto, tliu
two-hour volume running to
around 400,000 shares compared
with buttur than a million Inst
Saturday.
The list got off to a fairly
steady start and, while minor
fractlonill ariviinrna warn vt,H
distributed near the close, minus
marks were plentiful.
Oils agajn were vldad by tulk
nf a boot in cruda oil nrlcg
Earnings, both actual and pros
pectlvo, provided props for the
earners.
Action of the senate In votinc
against an extension of the
president s power to dovulue tho
dollar chilled uokl minim?
stocks. Tho currency originally
was devalued by raising tho
government's buying rate for
the yellow metal.
Shares uo most of thn llm
some eventually wavered In-
ciuaca bianclurd Oil (NJ), Hous
ton Oil, Santa Fe, Pennsylvania,
Chesaoeako Se Ohio. Rntlilxhxm
Consolidated Edison, Curtis
Publishing, Paramount Pictures,
wooiwortn, Warner Bros.,
Schenley, Hlrom Walker, Good
rich, Anaconda, Kennecott,
Westlnghomo, Boeing and Philip
Morris.
Homcstake and Mclntvm Pnr.
cupine. nmona tho uolHa un
down a noint or so enoh. rip.
casinnal ' losers were Western
Union, American Tolephono, U.
S. Steel. D11 Pont r..nr.i vi
trie, International Harvester and
Johns-Manvllle.
Closing miotutlon!
American Can SOJ
Am Car Se Fdy 33 j
Am Tel Sc. Tel U3k
Anaconda -........ 29
Cat Tractor 4s
Comm'nw'lth St Sou .... I
Gonoral Electrlo 101
General Motors ..- 49)
Gt Nor Ry pfd . . 281
Illinois Contral ...... ... 134
Int Harvester . 07 j
Kennecott ...... . 32J
Lockheed .......! 22 J
Long-Boll "A" 0
Montgomery Ward 30 1
Nash-Kelv ' nt
N y Central " 174
Northern Pacific 15
Pac Gas & El 281
Packard Motor 41
Pcnna R R u...., 239
Republic Steel 174
Safeway Stores 304
Sears Roebuck sol
Southern Pacific 24
Standard Brands . 61
Sunshine Mining ...... 81
Trans-America 9
Union Oil alif . ial
Union Pacific 911
U S Steel B5J
Warner Pictures 121
BOSTON WOOL
BOSTON, April 17 (AP-USDA)
Contracting of wool was consid
erably slower this past week on
the Boston market due to the
diminishing interest shown by
topmakers and manufacturers In
repurchasing contracted wools.
Prices were maintained at previ
ous levels. Demand continued
for medium wool, both scoured
and In the grease. Sales of
country-graded fleece wools
were made for future delivery at
ceiling' prices. Scoured three
eighths wool sold readily at
$1.14.
LIVESTOCK
SOUTH SAN FRANCISCO,
April 17 (AP Fod.-State Mar
ket News) CATTLE: For five
days 370 compared week ago:
Good steers, hollers and rungo
cows steady; weok's quotable
steer top $18.80, few loads med
ium to good steers $15.00.
$18,00; medium holfers steady,
odd hund $14.00; common cows
$10.00-80, few fleshy grnssers
$11.00; cutters and cannors 28
27 higher, week's bulk cutters
$9.00-78, ennners $7.80-$B80;
medium bulls $U.0U-$ia.0O,
few $12.S0-$13.00.
CALVES; lor five days 40
stoudy; cholco vealoi'S $18.00
80, good 242 lb. culvos $18.00.
HOGS: For flvo days 2000
compared wwk ago: Uttrrows
uud gilts $1.00 low, good sows
75 luwer; closing top good to
choice Iduho hogs $18.73,
wuck's bulk $18.78-$18.40;
good sows $14.78. ,
SHEEP: For flvo days 130
computed week ago: Sprlnu
Inmbs nbsu.nl, tjuo.cd $15.00
75; woolcd ewus i!5 lower, bulk
medium to good $7.00-8.00,
common $0.00,
CHICAGO, April 17 (AP
USDA) Salable lings 800, total
3800; no thorough test of mar
ket; liutdcquute supplies; most
of meager weckoud run com
prised of hogs u( value to soli
down from $15.10; quotable top
around $18,20 for strictly
choice sorted medium weights
of available; compared week
ago good nnd choice barrows
and gilts 180 lbs. up 80.80,
mostly 85, lower; sows 80-88
Off.
Soluble cattle 100, total 100;
compared Friday last wuk:
Choico fed steers and yearlings
steady to weak; all others weak
to 2So lower; good and cholco
steers closed t week's "high
time; heifers end cows mostly
23 lower, but underweight can
nur cows as much us 80 oif;
bulls SO to $1.00 lower, light
kinds off most; vculcrs firm; ex
treme top $17.73, but practical
stcur top $17.80; best long ycur
lings $17,23; bulk fed steers
and yearlings SH.05-SKl.Uj;
choico to 'prime 1088 iz. holfurs
mudo $17.00; bulk $14,00-
$18.23; strictly good holfers,
cows, cutters at $.7S-$9.&0, un
derweight cannurs failing to
$7,00, and few strong weight
cutter cows above so.vj; hcuvy
sausage bulls fell to $14. 0U,
with light and medium weight
kinds at $10,00-$12.uo; vcaiurs
closed at $14.00-$ 18.00, mostly
$lo.UO-$13,uU; stock cattle fin
ished 2uc lower at $13.00
$15. .5, mostly $14.0U-$ia.2d.
billable siioep 200u, total
200u; compared tndny last
week: Fut limits 00- u lower,
sheep mostly steady; closing top
woo.ed lambs $18.00, week s
top $16.26, week's bulk good
to choico fed woslern woolsKlns
$13.Vo-$16.10; only tew nuuves
ncro at $15.7i; good to choice
led western iuiiws $14.7o
$lo.3li, week's top on strictly !
cnoico $lo.uO; exiucalng.y few J
siaugiiter yeurllngs at $14.80;
good to choico slaughter ewes '
a.io$u.50; Just-good 74 In,
xccd.ng and suuci nig . 1 a m D s
$14.85.
PORTLAND, Ore., April 17
(AP-USDA) CATTLE: Salab.u
for week 1200; calves: 100; for
week beef steers strong to 25
higher, spots more; cows and
heifers steady to strong, some
sales unevenly higher; bulls
strong to 25 higher; vcalors
steady; week's bulks follow:
steers $15.00-$18.25; common
down to $12.30; medium to
good heifers $13.50-$15.S0, few
$16.00; medium to good cows
$11.S0-$13.80; connor to com
mon $7.80-$11.30; medium to
good bulls $ll.S0-$13.SO; medi
um to good vculcrs $14.00
$16.00, few choico $10.80; few
EIRE DESTROY
VENEER
PLAN
S
T
IN PORTLAND
PORTLAND, Oro., April 17
(fl'jFIre of unknown origin
early toduy destroyed a Port
land voneer plant and 2,000,000
feat of Irreplaceable venetus
from Africa nnd tlm fur asst.
D. P. John, prmlclrut of tho
11. P. John Furniture company
which operated the plunt, nt
total damage at $105,000. Tha
veneer was valued at $100,000,
ha said, and Us loss will delay
orders for denks and lockers for
the nrniy and navy, lle-aald tha
loss wui covered by Innurance
and the plunt would be rebuilt.
The blaio was discovered by
employes arriving for work, who
saw smoke rising from the dry
kiln. They armned the kiln doori
and flumes shot out Into the
plunt.
Sixteen companies and ono
flrubont answered the two-ulurm
cull. Fire Invcstlautnr Wlllimn
Goers sulci tho plant's sprinkler
system failed.
loads utocker and foedor steers
$13.00-23.
HOGS: Saluble for week
2050; closed trade $1.00 under
a week ago; late bulk good and
choice 180-230 lbs. $14.80-78,
240 to 300 lbs. S13.75-Sl4.23;
light lights $13.78-$14.00; good
stiws $13.00-25; feeder plus
$13.30-$18.00,
SHEEP: Salable for week I
800; closed undertone weak; no '
good woolcd lambs offered;
double good 100 lbs. No. i and .
3 pclu $14.30; common woolcd
lots down to $12.00; odd lots
common to good spring lambs
I 9 nn.tti !t Rfl mnimnn tn mHI. :
urn wooled ewes $4.80-$B.00, j
shorn No, 2 pelts $7.50.
It it's a "froien" article you
nocd, advertise (or a used one
n the classified
The
2nd WAR LOAN
DRIVE li ON!
They GIVE
Their Lives
You LEND
Your Money
Klamath Must Raltf
$1,269,000
RtPRBSeXTINO TIIII
EQUITABLE LIFE
Assurance Society
(tt M. Tlh rtwnt Iftt
BIBLE AUDITORIUM
CORNER MAIN AND ELEVENTH STS,
SUNDAY, APRIL 18, 7;43 P. M.
M'-
"ANTICHRIST
AND
HIS MYSTICAL
NUMBER 666"
"HIS NUMBER IS IN HIS NAME"
Rev. 13:18
IS THE
POPE OF ROME THE
ANTI-CHRIST?
Prophecy Does Not Guess. It Knows.
t TUESDAY, APRIL 20, 7:45 P. M.
"THE IMAGE OF THE BEAST IN AMERICA"
THURSDAY, APRIL 22, 7:43 P. M
"WHY SOME PRAYERS ARE NOT ANSWERED"
"THE COMING OF ELIJAH THE PROPHET"
SPECIAL MUSIC EACH EVENING
A. I, PEAZLEY, & G. M. MacLAPFERTY . Speaker