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
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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 .
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