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About Herald and news. (Klamath Falls, Or.) 1942-current | View Entire Issue (July 13, 1943)
PAGE FOUR HERALD AND NEWS. KLAMATH FALLS. OREGON July 18. 1041! HomUr of Ta Amociatbb Puw The Aaaodated tnu It uclo- lf MtltM tO the IIH Bl euhllcatloil of til oewe dlapatettee endlteo) to I or ool etnerviee eradltti) l UiH napar. and aleo Iht loctl etwa publlthtd therein. All rtthle of repuhllcalloh of dmUJ dlepetehee ere olio l erred, FRANK JENKINS ' SiUor A temporary eomMnatten of th VtwIbi Build M Iht Kltnatii Newt, PublUhwi trtrj afternoon ctOPt ftundftjr ! KplDtdt and Pin itrU, Klamath Filft, Oregon, by the Hvralri emilishini Co. and th Klamath Nwa PublUhlng Compaoy Btrrad ooed data matter al tha poatoffle ! Klamath Falla, Ota., cm Auguit M, 1M tdar act ef eoaireia, Marco a, W. Mmbr of AratT BcrasAU Or Cocolatiov ltapraaaatad Katleaally a WtnHottiDAT Co Ihc tan Franriaco, JTt Tort, ' Do atU. CaicaiA fortUad, Loa Aagalaa. MALCOLM EPLEY JaTanafiHf fitter Advertising Roundup Br DELBERT ADDISON WHEN the Epleys left for the east, we urged Jane to write something for thii advertising column. It looked like (he had pent ell her time sight-seeing and keeping up the "Martha" column, but a visit to the West Holliday office prompted her to send back an advertising communique. West-Holliday represents The Herald and News but that's Jane's story. And here it is: DID you know that The Herald and News has an office in New York City? It was lucky for us that it has. When we left home we weren't sure of our New York address, so we asked that mail be sent In care of West-Holliday Co., 271 Madison avenue, New York, N. Y., which is the New York City address of The Herald and News national ad vertising representatives. West-Holliday has offices In almost all the principal cities of the United States. The one in New York is our contact with advertisers and prospective advertisers who have head quarters in our country's largest city. Even though we knew about this set-up, 'it gave us a peculiar feeling to sit in a large office with a dandy view of the Empire State building, and talk to some one who knows all bout Klamath Falls. In fact, C. A. Johnson, manager of the New York office, told us things about our home town that we didn't know before! For Instance, Mr. Johnson said that it's almost a cinch to sell space in The Herald and News if the advertiser is going to use news papers outside metropolitan areas. Our home town is the center of the third largest area in sales volume In Oregon and it is strategically isolated from the metropolitan areas of Port land and San Francisco. In addition, we were pleased to learn that The Herald and News circulation is so large, when compared with the population of the trading area, that ad vertisers consider the "coverage" 100 per cent. Valua of Smaller Papers OF course, If the prospective advertiser hap pens to think in terms of 100,000 circu lation or more in one newspaper, it's up to Mr. Johnson and his staff at West-Holliday Co. to present the facts that show the value of ad vertising in smaller newspapers. Most of Mr. Johnson's arguments are based on figures se cured through surveys conducted by large com panies or the agencies which place their ad ' vertising in all mediums newspapers, maga zines, radio, billboard, etc. surveys that aren't at all partial to small newspapers in the be- ' ginning, but show results that make the work of West-Holliday Co. easier. West-Holliday, you see, represents most of the non-metropolitan papers of the type of The Herald and News, published .on the Pacific Coast and in the mountain states. Mr. Johnson said that surveys in Oregon reveal that more than one-half the sales of almost all commodities are outside of Port land. Which means that advertising placed in the Portland newspapers simply cannot reach enough prospective buyers throughout the state, even though quite a few people in every Oregon city subscribe to one or other of the Portland papers. As you probably know, the cost of adver tising is based on the circulation of the news paper. A classified ad in The Herald and News, run three days and comprising 15 words, or about three lines, costs you $1.20 if you charge it. A three-line classified ad in the New York Times costs $5.85 for three days. And if a Sunday Insertion is included the cost goes up, because the Sunday New York Times circulation is larger than the week-day circu lation. Well, it's up to Mr. Johnson and his staff to prove to a prospective nation-wide advertiser that better results will be obtained by placing ads in several small newspapers in addition to the big paper, instead of spending all his ad vertising budget on the metropolitan newspaper. O 0 o Better "Reader Interest" ONE way he does this is by showing the results of a survey made by an advertising agency which had no interest in promoting the business of smaller newspapers. (This agency spent $50,000 on the survey, and it seems to us that smaller newspapers should send it a thank you present, at least.) The survey Bhowed that if a 3-inch ad is placed in a 36-page metropolitan newspaper, it must have "full position, top of column" to secure 50 per cent "reader interest." The same ad, run in newspapers of eight to 12 pages, pulled 75 per cent "reader interest" at the BOTTOM OF THE COLUMN, full posi tion. (Full position means there is reading matter on two sides and the margin on one side.) The same survey revealed this Information: An advertisement approximately 59 inches in size in newspapers of eight to 12 pages, or an ad of about 64 inches in newspapers of 16 to 20 pages, had the same reader interest of a full page (168 inches) IN COLOR in a metropolitan newspaper averaging 36 pages. (And color ad vertising, you know, costs quite a bit more than black-and-white.) So Mr. Johnson can say to an advertiser: 'You can put a small ad in the Klamath Falls, Oregon, Herald and News, which runs eight to 16 pages, and get better results." pages are in the paper. In a 10-pa ft newt- piper, that would be three minutes to a page; in a 36-page paper, less than on minute to a page. And if you spend three minutes looking at one page, you are much, much more likely to see all the advertisements on that page than U you turn the page in less than a minute Mr. Johnson believes that national advertisers should use one of the two Portland papers, but he Is convinced The Herald and News should be used also. And that's part of the reason why The Herald and News has to have a New York office. oMMimi MALL ON News Behind the News Br PAUL MALLON WASHINGTON, July IS The reader-corres-pondent who drew from me a suggestion of basic principles for post war peace (publish ed June SO) has come back at me with this: "I am unable to follow you when you say 'the solution must be democratic and Christ ian!" I am for both, but can not see that they have given us much in the past. "I have been reading reams of statements of church lead ers who keep saying that Christianity is the only solu tion. I have wondered if there faces weren't red when they said it or wrote it "If my political party had such a record on the economic side as the churches have on the religious side, I would hesitate to ask for an other trial. Some of them glibly say that Christianity has not been tried, but what rea son is there to believe that it will ever be tried in the sense they mean it? "You are a realist and because of. this, I like your stuff better than that of any of the others who have their watch-towers in Wash ington, but I think you get just a bit soft on the point of democracy and Christianity being the solvents." This viewpoint of Mr. Is familiar these days. It has some elements of truth lodged in historical fact A great number of people have lost their faith in Christianity, as well as democracy, during the harrassing, unsatisfactory decade through which we have just come. But Christianity is an ideal. No one ever lived it since Christ, at least no on I ever knew. Its well-known principles of personal justice, honesty, kindliness, etc. have, however, been our commonly accepted ideal for Dearly 2000 years. All of us individually (non-Christian as well as Christian) achieve some degree of success toward this ideal, but none of us reach per fection. This is true of humans in the churches as well as in the street. We are now in danger of losing that ideal Too many people have fallen Into your pit of tnought, saying that inasmuch as Christianity has not brought perfection, we might well look around in other directions. Great anti-Christian nations of whole peoples have risen in our time, and they will grow greater. too Ideal Brings Progress AS long as we can keep the ideal before us. we have a chance to make progress toward it. We can keep an emphasis on that side, in favor of goodness, kindliness, self-sacrifice, justice, etc. No matter how many Christians fail, discouraging and miserably, to live up to this hope of making themselves better, the hope can prevail as a world goal. Someday a fully enlightened and educated people may then fully adopt and practice it, and it then may achieve the Incontrovertible success which we all hope for it, because we all know that no Christian church ever taught a man to be worse than he was, but all Christ ian theory expects to lift him above himself. You will agree great progress has been made in 2000 years. If we abandon the ideal, all is lost. Indeed, it would be foolish to abandon it merely be cause some people have found it to be an insufficient spiritual stimulus for themselves. You do not resign from a church because it contains an insincere sinner. If it makes one man better than himself, I think it is worth the money required to build it. All that you really seem to say is that Christianity is divine because humans have ob tained such a limited and unsatisfactory degree of perfection in it and that is all you prove as far as I can see. OOOO World Offers Chance THE post war world planning offers a chance to make some more progress toward this yet unattained world ideal. Indeed, abandon ment of it would be surrender complete un conditional surrender to its antagonists. This is a Christian country and Christianity pervades not only in its churches but its laws and customs. If you washed all that .out today, where would you be? Well, in Russia, for one place. No sir, I do not agree with you who say Christianity has never been tried or that it has failed. The truth is it has never been tried to' the extent of divine unfailing perfection repre sented in Christ's life. The fact is it has failed only to the degree that has not made every human divine. It has certainly made all men and nations better for its existence, far better than they otherwise would have been, and if we pursue it and cnampion it more sincerely and eagerly as a SIDE GLANCES " , ' .WWUMtM T. n nan. O. B. MT. a 3 "Dron note to the proper authorities. Miss Winston tell them I'm employed nfinin mul please . discontinue those relief checks." Proper Diet Regenerates Blood Following Donation Dr. Masters' Health Column By DR. THOMAS D. MASTERS With the public being con stantly called upon to donate large quantities of blood for use in war casualties, donors should keep in mind the importance of regenerating blood by proper diet Many donors arc able to re generate the usual pint of blood that is taken in as short a time as two months. After several donations, the blood regenerates more slowly. The means by which a donor may hasten the regeneration of his blood and more promptly compensate his loss in order to maintain the maximum efficiency and health should be known to donors. This fact is particularly true, because many diets are already low in the chief constituents of blood regeneration, and now rationing and high food costs tend to re strict further diets in, some of these materials. BLOOD BUILDERS The nutrient elements known to be essential in building blood are iron, protein and copper. There are probably other sub stances that play minor roles, such as vitamins D and B-rom-plex, in addition to some factors not yet identified. The removal of the usual pint of blood takes from the body about 250 mg. of iron. This iron must be replaced, at the same time providing the normal re quirements of iron. The availa bility of iron in foods varies. The iron-rich foods which should be abundant in the diet follow ing blood donation are apricots, beans, enriched bread and whole grain cereals, eggs, meat (espec ially liver), and green veget ables. Proteins must also be provid ed in sufficient excess of the daily normal requirement to re place the approximately 100 mgs. lost by blood donation. At present, the best sources of pro tein appear to be eggs, milk and cheese, meat and soy beans, The replenishment of copper Involves no difficulty, because the amounts needed are small Visiting Here J. E. Reynolds of La Grande, father of Earl C. Reynolds, secretary of the Klam ath county chamber .of com merce, arrived here late Monday night for a 10-day visit at the Reynolds home in the Henley district A bull bat is a bird common ly known as a nighthawk. and copper Is very common In foods. An excess, however, may be assured by an inclusion of chocolate, molasses whole grain cereals, nuts and liver. NO SUBSTITUTE If the foods mentioned above are stressed within tho frame work of the otherwise adoquutu diet the donor of blood may ex pect to regenerate his blood in the minimum time, and with no loss of efficiency or well-being. The spectacular results that have been obtained in the treat ment of shock due to burns, in jury and hemorrhage by the transfusion of blood or plasma which is derived from blood in dicate that the nation's demand for blood will be heightened and carried over into peace times. There is no satisfactory sub stitute for blood in cases of hemorrhage, or for plasma in the treatment of shock. Until an equally good substitute has been found, the public may expect to be called upon for blood dona tions. Courthouse Records Marriages ROHM - REYNOLDS. Arnold Henry Rohm, 35, U. S. coast guard. Native of Oregon, resi dent of Petrolia, Calif. Alice Lisa Reynolds, 31. Native of Illinois, resident of Petrolia, Calif. Justice Court Clarence Delbcrt Green. Oper ating truck of execssivo height, Fined $5.50. Omer Francis Zumwalt. Oper ating motor vehicle of excessive width without special permit. Fined $5.50, suspended if permit is secured. Emory Otis Stockdale. Failure to stop at stop sign. Fined $5.50, Frank Phillips. Operating ve hicle without one red light. Fined $5.50. Earl Vernon Hcnson. Failure to stop at stop sign. Fined $5.50. In Ashland Mrs. Lloyd Port er is expected home this week end from Ashland where she has been visiting her parents, Mr. and Mrs. Harry Silver. She will return with her young children, LeRoy and Karen. Mrs. Port er's brother, Oscar Silver, has just returned from service In Guadalcanal where he has served as chief petty officer with the SEABEES. Following his arrival in Oakland, Silver and Frances White, Ashland teacher, were married In the bay city. Allied Troops Leave for Sicily Assault Reading Time 30 Minutes' E can say this because other surveys show way of life, it would hold out a hope for the that the average time spent in reading a world which is probably not only its best hope, newspaper Is 30 minutes no matter how many but its only one. The mountainous surface of the moon is believed composed of pumice. A shock sufficient to kill a man can be discharged by an electric eel. Pittsburgh, Pa Is colder than Copenhagen, Denmark, in the month of February. -01 INKA Rnilin Tmlnnhitlnl Waving a hearty "so long," these troops aboard an Allied craft leave an undisclosed harbor just prior to the invasion of Sicily. These barges played an important part in the Allies' gigantic amphibious operation. , Signal Corps Radlo-telephoto. ' ; FOR SIGNS ALL APPROPRIATION BILLS PASSED WASHINGTON, July IS (P) President Roosevelt has signed tho last of 20 supply bills total ling approximately $115,000,. 000,000 passed by congress be fore it started its summer r cess last week. Largest of the six final meas ures approved yesterday was tho $3,011,697,224 bill carrying funds for 18 war agencies for the fiscal year that started July 1. Others signed were the $848,- 295,883 agriculture bill; the $104,808,021 interior department measure, the $1,137,167,010 labor-federal security bill, a $253,256,179 deficiency measure and the controversial $143,430, 891 urgent deficiency bill pro viding for the dismissal of three federal workers held by the house appropriations committee to be unfit for public office. The latter measure, carrying overtime and regular pay of thousands of federal workers, had been held up for weeks over refusal of the senata to accept the house requirement for dis missal of the three government nmnlnVM. Dr. Rntu.pt Unr.it Lovett, government secretary of ' the Virgin Islands, and Goodwin Watson and William E. Dodd. Jr., federal communications com mission employes. A compro mise provided for their dismissal by November 15 if they have not been nominated by the president and confirmed by the senate by that date. Anniversary Greeting from Ace H ii iii.iiii imii, i J1iLrrjT I,- SW . 1 If- f fi -Ai v.ivl tf.i 1 m- " if? I Althousji hot nusOMia, utsll ttoniMi" Hcnjamm f. wirmri, cuuld nt deliver a parsons! anntvmary (reeling to his wife Mrs. Mfltn O. Warmer, abovs, a lift cunt for her In Ui form ol news Ui he hd destroyed seven Asia planes In air battle over tjlclly and Sardinia. Tbey have keen wed sli years. Klamath s i!i!v,,i!ii:iiiiilnii,i!ii'i:iilliiiJ!i;i,liiiiiii!i:'iii!iiil'l I'TI" I'J ' ''I" m "'I' l"!ir ! "i' ii sr veu.sf .11; iiiiiiliiiiiiiiii'ij'liiilMliii iii.'i'kii' ; 1 ""ii1" ,' :; r,on, th. HlstO ,.o,. From the Klamath News July 13. U31 Quincy Baker, manager of the Beatty ball team, had two fing ers blown off by a fire cracker during the Fourth of July cele bration at Beatty. Dr. J. Hardin Carter was In stalled as president of Rotary club. Dr. C. V. Rugh is vice president; R. D. Eller, secretary; Glenn Kent, treasurer; J. E. Johnson, sergeant at arms and H. P. Bosworth. Marshall Cor nett. Fred C. Murphey and Lee Jacobs, directors. Plans for a series of summer concerts by the municipal band are being formulated. Advisory committee appointed by Mayor wiuis Mahoney includes Mrs. D. J. Zumwalt, George Klncaid and E. HBalslger. From the Klamath Republican July 14, 1903 Klamath county officials took office this week and posted proper bond. George Chastaln, clerk; Silas Obenchain, sheriff; Oregon News Notes By The Associated Presa Two more ships were launched in Portland today (Tuesday), the 217th Liberty freighter from the Oregon Shipbuilding corporation yard, and the 21st tanker from the Swan Island yard. . . . Wl. Ham Humphreys, 67, chief of the Portland pure food and sanita tion division, died In Portland. . . Pacific northwest veterinar ians, holding their annual moot ing In Portland, heard a warning by Dr. Charles W. Bower, prcsl. dent-elect of tho American Vet erinary Medical association, to guard against an expected In crease In rablos. . . . Janice Jack son, 5, died In Portland of burn suffered April 27 when her skir caught In a stove door Oregon State college signed Ui 1 145 army men for courses In er Kincering, geography and langi ages, and expected the total A reach 1400 by the end of tip week. . . . Portland police n ported plnt-n-wcck rationing fat od to reduce drunkenness, an cited the fact Hint 1440 intoxlci lion cases entered munlclps court last month Dr. Perry C. Hopper, pastor 0 Portland's Westminster Presbj terlan church, announced h would resign August 31. George H. Merryman, coroner; E. B. Henry, surveyor; S. C. Graves, justice of the peace. Capt. O. C. Applegate has been In town for several days. He In forms us that the school build ing at the Agency was struck by lightning and badly damaged. L. Alva Lewis has purchased H. H. Van Valkenburg's stock of watches and Jewelry and has rented his building. He has en gaged tho services of an expert Jeweler from San Francisco who wilt be here In a few days. Vacation Frank Victory, a. sistant cashier of the First Na tional bank, has returned to his desk following a one week's va cation which he spent In Redding. Accepts Position Mary Jane Drake has accopted a position as stenographer In the Klamath Falls branch of the First Na tional bank. ' c : d ?. Council Approval Sign permits approved at th city council meeting on Monde; night were to the Lucas Furul ture and the Central Labor conn ell. The Lucas Furniture compsn; at 193 East Main street appllrya for a permit to install' a remodVs? eled sign at their place of bust ness. The Central Labor council ni 422 Main street also applied foi permission to Install a remod eled sign. Classified Ads firing Results. D017EL170RMS CANT HURT Mil Thfe KH w think I IM utlr nm wornu mar Ha ln,M rou tlikl na, Hu, ni irouMa wlllKnil four kivmlni II. Warn. In ,ln, ara, ur,,.r omah, narmua. na.a. Ilchlne narta. U J.rn.'a V.rmKuta tlf h awar I JAYNE H la Amarlra'a laadlne IrnprlaUnr worm m.lkln,, aclanllSaallr laalad and tlixl by million,. Art. f.nllr. Be aura rou eat JAVNC S VKKHlFUUtl Classified Ad . ORDER BLANK T Tear out this blank to nail in your "want-ad." Send the cash (stamps are OK) and save 20. In figuring the amount, count each word that appears. Initials count ss one word and each group of figures counts as one word. Write your name, address or phone, at you want it to appear, with the ad copy ftrctada Tour Name, Phone or Address Hers As You Want It In Ad. (This Not to Appear in Ad) Noma Address . Run Ad -..Doys Enclosed Find -SEND CASH and SAVE 20 RATES: I One dsy run S day run ..... S day run , 4 day run day run , Week run , Month run .per word 3a -per word Be .per word 8a .per word 10a .per word lie .per word 12e .per word 32o DISCOUNT: Figure the amount from these rstfa, then deduct 20 as your As count for sending cash with the ad. This discount is given when we are able to do away with bookkeeping and billing expenses ... on actual . paia-in-advance ads only. I BUY WAR STAMPS AND BONDS , d 1 I I-
