fpUR HERALD AND HEWS
Thursday. April 5.
r carrier
Uuch 8, 1878
SUBSCRIPTION RATES:
month c By mall .
mir $7 90 By mail
.8 month f3.39
.year SS.00
Member,
Member Audit
1 Bureau Circulation
w
Advertising Roundup
By A. D. ADDISON
Herald and News Advertising Manager
S that miserable little thing all there is to
I it?"
t! t, thp little woman, wondering if the 8-
pager tossed on tne tame was
indeed the whole paper the
first night of limited advertis
ing for The Herald and News.
Yes, that was it, and to
morrow's would be-the same.
Remember the old saw about
the fellow who realized the de
pression was on when the
Saturday Evening Post blew
off the porch? .Advertising is
limited on this sheet.
Big Circulation Gain addiboh
THE story on newsprint for The Herald and
News, briefly, is this: Quotas are based
back to 1941. Guts have been small, and
everything would be. lovely if our operation
were the same as in 1941. .-'At that time our
circulation was about 8500. Since- then sub
scriptions have gone up nearly- S0 to about
12 500 That would caU for nearly 50 more
paper if the same size papers were printed.
This paper believes that everyone who sub
scribes and is willing to pay for The Herald
and News should be allowed to have it, so the
tightening up has been on the size of the
papers. This has been done by squeezing all
of the water (and most of the skimmed milk)
out of the news. Smaller comics, smaller size
type and other mechanical measures have
helped. - "
Also, advertising dropped off about a fourth
in 1942. - But since, then it gradually has crept
up, in spite of no selling effort. w
.
We're Hit by the Rule
UP until this quarter Jt was possible to
appeal for more paper on the basis of
WrrwupH nomilatlon . i military establish
ments, construction, etc. , And The Herald and
News was allowed a few extra tons of paper
on this showing.
Now, however, the rules have been changed.
Increase in circulation, or increase - in local
"electric meters, WHICHEVER -IS LEAST, is
the basis for appeal. And the first VA
increase must be absorbed by the paper. Need
less' to say, with no private .building con
struction and with the naval air base and the
marine- reservations served with two meters,
Copco ' has . had- less than - IVi increase ' in
electric meters. There will be no extra- allot
ment for The Herald and News..
Advertising Dole
iITH these conditions,, the -only answer is
VV to; dole out the advertising and spread
It over the quarter as best you can either
that or take a holiday when the well runs dry.
(This was done in Medford last week.)
Herald arid News advertisers -prefer the
former course. , The newsprint allotment for this
second quarter, 1945, will enable us to print
90 of the number of pages we did in the
same' quarter last year, so our regular ad
vertisers have agreed to use 10 less advertis
ing than each used in the corresponding months
last year. - .--.-'
To actually make this restricted program
work, and try and keep the well from running
dry along the last of June, we have set up a
rigid page schedule ... so many pages each
day (and so much advertising to be carried in
those pages) spread over the three months.
Small advertisers," of the hit and miss variety,
will be asked to scale their ads down and when
the pages for the day are full there ain't no
more! .,- -,
Small classified ads, as well as subscriptions,
will' not be limited. Large class-ads are limited
to a-maximum of eight inches. Legals must be
published to meet legal requirements.
There's no fun in limiting the use of your pro
duct, but that's one of the minor things that
go with this war. After commiserating with
our customers about rationing, shortages and
general pernicious requirements for so long,
we're getting small taste of what we've been
talking about.
Here We Go Again
THE above was written last night This
morning's mall brings franked govern
ment envelope, which contains a mimeographed
letter from the War Production Board. Quote:
March 27, 1945
TO ALL NEWSPAPER PUBLISHERS:
Because of increased newsprint requirements
of the Armed Forces and other government
agencies and for shipments to United Nations,
neutral countries and liberated areas, a re
duction of 6 in delivery quotas during the
second quarter of 1945 has been ordered by
the War Production Board.
Unquote.
After having cut back to what we'd already
cut back to last year and then 10 under that
(and just getting a program set up and work
ing on that basis to cover the three months)
here's ANOTHER 6 cut under that.
The thought comes to mind . . . why are
phony publicity releases, which won't be printed
anyway, sent airmail special delivery, and such
matters as the above left to struggle along
with the other 3-centers . . . since March 27lh.
When the sutures hardly have set from a
hernia operation, you hate to open the patient
up again to go after an appendix. (Medics please
skip this part.)
More latere I hope.
News Behind the News
By PAUL MALLON
WASHINGTON, April 5 The diplomatic
news is warming up to the pitch of
pressure politics before the war.
The British press started a few days back to
murmur that the British Foreign Minister An
thony Eden might not. come to San Francisco
either. At the same time the Russian dispatches
told of the reception given Mrs. Churchill by
them in Moscow.
These two public events were read with more
significance than the public may have attached
to them, by those who have heard inside the
senate for some weeks that the British were
inclining more and more to the Russian view
point.
The trip of Bernard Baruch to London, as a
special presidential emissary on some undis
closed mission, has inspired new lauc mat Air.
Roosevelt is trying to draw the British back
into line.
This seething inner stream has prompted
Mrs. Roosevelt (who has been everywhere but
Moscow) to announce the San Francisco con
ference should go- forward anyway, and there
is no cause for "alarm." She said what all
, official Washington is trying with considerable
difficulty to .. reflect without saying.
But the tplaln fact behind the matter is that
the whole pretentious concept of our idealism
for postwar continues to break up, knick by
knick, upon the rocks of solid earth.
-
No Critical Intent
THESE recent . international developments are
. leading us into the same old pressure
game, and we look rather weak at it. Yet we
thought we held all the big chips food and
money.
We financed the war and are practically
proposing to finance the peace. Everyone should
be coming to us, yet we do not seem to be
getting our way in anything. We are holding
- a party at which the honor guests are sending
' regrets.
What Russia is up to at any time is always
a censored guess. Complete bafflement is an
essential quality of her diplomacy. Behind
her uncooperative play In this instance may be
her demand for $6,000,000,000 of postwar credit
which the administration has not yet accepted,
not many otner things. But essentially be
hind it is the strength of her position.
Possession is nine-tenths of any law any
where and a glance at any war map shows the
world what she has in Europe. Hers are blue
chips.
The British ostensibly are in a weak position,
but they are always winning from weak posi
tions. They are accustomed from long ex
perience to follow a balance of power policy,
playing one side against another and back
again. In fact, this is almost as firmly estab
lished as a right course in the British mind, as
our own Monroe Doctrine. She has no chips
but she plays what she has with great skill.
What they both knew was that Mr. Roose
velt wanted a certain kind of world peace and
they also knew they could make him pay to
get it. They have both played him for some
years against his peace hopes and lately they
have done it with increasing audacity.
A war propaganda was built uo in this
country (but not in theirs) from which they
knew he could not easily withdraw, the type
WOrJd.C00.pfation he fosted and favored
through the international organizations. They
trapped him in his own propaganda.
SIDE GLANCES
com imi iv m ur. inc. t. . tc p. mt. ttt. Iwe--.
"Jim siiid ill his letter Hint I should change the baby', j
name io suinuei: mm s jor jiiii a si-iijchiii ma luivuu j
wiisn't siillicicntly impressed with the honorl"
GIRLS' CLUB SETS
A meeting of the Girls' club
will be held on Thursday eve
ning, April 5, from 6 to 9
o'clock in the recreation hall of
the Salvation Army building. All
girls of high school age are
urged to be present.
The ping-pong tournaments
are progressing well, according
to E. E. Hambrick, city recrea
tion director, and he has an
nounced that the tumbling mats
have been repaired, and they
hope to have some new cues for
the pool tables.
A discussion is to be held con
cerning prospective spring pro
grams, jncjuaing outings ana
parties. It is planned that two
volley ball teams will be organ
ized in the near future.
There is an Immediate need
for 10-inch records of popular
hits for the juke box, and the
girls who would like to donate
a few are asked to bring them
as soon as possible, Hambrick
said.
26 Building Permits
Granted In March
Twenty-six building permits
were granted during the month
of March in Klamath Falls at a
value of $25,998, according to a
report suomiitea Dy A. W.
Downs, city- building inspector.
Thf main calmi,a.i4anni nt Una
Market was- constructed at a
cost ol S.4UU, USO and Teen-age
club remodeling was valued at
$21,597, and there were three
business remodeling jobs at a
toiai value ot $izuu. -Sixtppn
mnriflpri af a tnlal "net nt COK4n
and four chicken coops were
usiea ai a total value ot 5261.
Classified Aas Bring Results.
COMING
ESQUIRE
and
TOWER
SUNDAY
lliisllllllllill
L
DSSES REACH
909 UP TO
EARLY MARCH
WASHINGTON. April 8 VP)
Army and navy casualties since
the beginning of the war havo
reached 892,909.
Secretary of War Stlmson to
day reported army losses of
naa Qq th nw lilted ltM
casualties at 94,526. The total
represented an increaso oi u.
047 since last week's announce
ment, Stimson said the army cas
ualties represented Individual
names compiled here through
March 27 and reflected flRhtlng
up to the early part of. March.
A breakdown on army casual
ties and corresponding figures
for last week:
Killed, 156.471 and 153,791:
wounded, 486,929 and 473.609:
missing. 88.758 and 68.S55;; prl
"I'V?. ' "annul .H Hfl.22B.
Similar figures for the navy:
Ki cd. 36.B4B ana "A""1
wounded, 42,988 and 42,302;
missing, 10,623 and 10,500; pris
oners, 4266 and 4267.
Stlmson also estimated Japa
neie casualties In the Phil P
plnes at more than 311.000. In
cluding 187.70B counted dead,
ognliut total U. S. casual lea of
36,981. Including 8137 killed,
Ha pointed out that tha ratio
of enemy counted killed lo tha
Americans reported killed runs
23 to L
Houston to Speak
At Portland Meet
ti... uniiirm Klamath Insur
ance man and former mayor, will
be a principal speaker rTlday at
the Oregon sales congress spon
sored by the Portland Life
Underwriters association. The
Klumnlh man will 10HV bV train
tonight for Portland.
An event of the congress,
it,,.inn auirl will hit the nruunb
nation of the Quarter Million
Collar club for OrcRon. Sales
men who pay for $250,000 In In
surance In 1944 will be charter
members.
ROME, April 8 HV-Elihn
army troops have commllditij
positions In tha narrow Italia
strip beilwcen Valll ril Commit,
chlo and tliu Adriatic and hivi
slubbod northward closo i
Porto Garibaldi, allied hud
quartors announced today
The exact axtont of tha nortk
ward drlva was not dUcloi!
but It was Indicated that troml
were already In the vicinity at
Porio Gurlbaldl which is nmrlj
four miles north of last report
ed positions. v
Enemy opposition Incroiud
as allied troops crossed tha cinil
near whero eighth army forco
had mndo twin landing Mua
day and pualied northward,
Elsewhere on tha front action
was limited to patrolling.
u. s. lztn air forco fiithUn
and fighter bombora struck lo
great strength at enemy roid
and rail movements In northern
Italy, fuel and ammunition
dumps, a factory and a numbtt
or nauiQ area tariais.
By JUANITA SHINN
Boys who did not reach their
16th birthday by March 1. and
who have not previously earned
a track letter, will hold a "B"
track meet tomorrow afternoon
beginning at 2 o'clock.
Schools which have been in
vited, and have accepted, arc
Lakevlew, Tulelake, Malin, Mer
rill, Henley and the KUHS "B"
squad.
The "A" squad will run off
the entire meet. Events include
the 100-yard dash. 880. 440 re
lay, shot, football throw, high
jump, broad jump, and the pole
vault. - ,
.
April 10 Is the date set for
the student Doay meeting at
which time nominations for stu
dent body officers for next year
will be made from the floor.
The nominating committee met
last night, but its -report has
not been made public.
Student, interested in turn
ing out for yell squad will have
tryouts tonight-
'' SAVES SUGAR
' LOS ANGELES, April 8 (IP)
The three children of Mr- and
Mrs. Earl E. Ousley have a
single birthday.
George Ousley was eight yes
terday, his sister, Gail, two, and
his brother, Dennis, one. Mother
Ousley baked one big birthday
cake, cut it In three pieces, and
placed eight, two and one
candles on them, respectively.
BENEFIT
DANCE
KENO
Jr. High School Gym
FRIDAY,
MARCH 6
Wilkinson 4 Piece
Orchestra
Dancing
8:30 P. M. fe 11:45 t. M.
SIX DIE OF ACUTE
IB
VICTORIA, B. C, April 5
(CP) Acute dysentery, probably
caused by bad food, caused the
death of six children aged 25
to 12 years at Aldie lake, in the
Peace river district of north
eastern British Columbia, pro
vincial police headquarters here
was advised by short wave radio.
The children were camped
with, their parents on trap lines
near the Alaska highway.
Plane, parachute and dog
teams were used by a doctor of
the air rescue service in the far
north to reach the Indians with
medical supplies. Whether he
was an American doctor or an
RCAF doctor was not known.
First of the victims was Laura
Porter, four, who died March
29. Two days later, two of her
brothers, aged 10 and 12, died.
The father unsuccessfully tried
to take a third brother, aged 15,
to a hospital at Watson lake. On
April 1, George Porter, 21, and
ana uanny tye, each
agea uve, oiea.
Far gh and threat IrrilslltM mvH
Ini Inm Midi jraokloj, arilllani m
COUGH LOZENGES
Really soothing because they're,
really medicated. Each FA F
Cough Lozenge gives your throat
a 15 minute soothing treatment
that reaches all the way down . . . be
low the gargle IJne. )nly 10ji box
mm
have ii?
. .Tharo'a nothing shameful
J about. having pile. (One-third
of the population hai them, ac
cording to medical reports.)'
Butit'sahamoiultosuBertiood
lot pain.
Tha niakara of Unguentlne ' i
offer a nationally recognize!
. product UNOUENTIKI RSCTAla
cones a special formula to
rolieve the irritation, aoreneis
and burning pain of iimple
piles or hemorrhoids.
Mill ionshave been sold because -they
help relieve pain ... fight
infection, promote healing. ' '
Vngotntlnt Jcectaf Coma
Stty to ut..MiSuryimxpnttn,
Vm m directed. Tour fnooey back
U uot latuaed. At drug uom.
A Norwich Product
train and full flavored a
wonderful treat because'
they are Sabfnliedthe
remarkable newmihoi'
that meant better, fresher
potato chlps-af leading
jgrocers. Ask for Blue Bell
yhen you wont mat grand
'potato f1avor7
WM E3EE&JL
Potato Chips
The Old Fashioned Favorite
Bread an' Gravy
plays a new wor-(me
nutrition role!
George Rector and Wilson & Co. bring you
a new, appetizing, healthful gravy-
. .,iiimn" Lnrra"YL .
.....wvJttK"". .i.,bctg'vyV
Tsa !R'r-
let brings you enriched, tasty
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Make meat points go farther . . . by serving
i
fa Bread
with Gravy