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HomeMy WebLinkAboutClinton News-Record, 1975-04-24, Page 40R RD RSDAY:, A IU14 ,1915 onuneni A healthy new trend in advertising ,Recent years have seen .increasing criticism of the advertising business. Unquestionably, much of this public reaction has been justified. Examples of advertising offences bad taste, sexual innuendos, exaggerated and misleading claims, "keep up with the Joneses" themes and overemphasized personal image appeals -- have ,been too apparent in TV, radio and print media. Fortunately, corrective influences are at work. In today's climate of energy crisis, recession, inflation and shortage, advertising has had to become more realistic" and in- formative, putting stress on value. This helps consumers make better decisions. ' Other restraining influences are found in increased government regulations and the • watch -dog ac - tivilies of consumer. groups. In ad- dition, the advertising business has strengthened its own reform efforts. The Advertising Standards . Council, through, its regulatory body the Ad- vertising Advisory Board, disciplines offending companies. These and other national advertising organizations have, in turn, beep influenced by the "Truth in Advertising" ethical studies recently conducted by the Toronto School of Theology. Of course, some advertising ex- cesses are still evident. For while false statements about a product or service can pasily be checked, vague im- plications often go unchallenged. fli.....,.. But the final verdict lies with the consumermer's response, or lack of response, to each commercial , message. IF 'PIPN' T WANT A 5055CRIPTION TO MACLCNiS, \A SIMPLF'ND" WO SUFFICE No aid for Bob—Builders We have reached a stage when '.vords such as mutual benefit and in- terdependence have begun to mean something, says the United Church. They are no longer just the rhetoric of politicians and diplomats. And this is why Canada .takes very seriously its aid commitments -- both development assistance on a bilateral basis, and multilateral aid channelled mainly through the World Bank. Today, apart from the economic mess that has resulted from soaring oil and food prices and the resulting in- flation, donor countries face a problem that can only get worse: Do they continue giving aid to bomb -builders?. W es�tt G l t e t Rt enti ttivA Minister"tgbn Baler: al`eadys. has said ' his country should' stop all economic aid to. India if it decides to build a nuclear bomb. He put his point quite plainly. Developing countries were free to decide their own affairs without any outside interference. By the same token, industrial countries had the same right. They were therefore free to apply their own criteria to granting or stopping foreign aid. To a hungry Indian, living at sub- sistence levels, this sounds cruel and. arrogant. But because nuclear proliferation is one of the great dangers to the very existences of mankind, Mr. Bahr's warning should be heeded by leaders of poor lands as well as rich. Recipients of aid like India, whose food grain harvest will be about 10 percent below the target this year, are unwise to taunt donor countries by going ahead with nuclear experiments - especially, rf,thpX1 turn,_out ,to,,be a p . benefit 'daes " anadla §'atria bYttfelfoing India to nuclearize its defenses? In- terdependence.- means caring for and sharing with others --sharing food and 'shelter and education. . But note sharing the materials that lead to • possible nuclear destruction. Bomb - builders should 'not get aid. The Jack Scott Column - The small type Most newspapers take what we call readership surveys from time to time to determine the appetites of the mysterious public. Quite frequently, slipping into a false beard and pulling a deer -stalker low over my eyes, I sneakaround to that depar- tment to take a quick reading on my own discriminating following. It's always a little discouraging to find that the most popular feature in the paper, day after day, year after year, is written by the public, itself, presented austerely and devoid of scandal, controversy or any of those other ingredients supposedly sure- fire. There's no prize whatever for guessing that I'm speaking of the Classified Want Ad Section. The agate type of those crowded pages, in big newspapers or small newspapers, is scanned more devotedly than any other part of the paper. I've been talking this week with some of the people who run that end of things and it occurred to me•that you might be in- terested in the story of this newspaper -within -a -newspaper. That's really what it is, of Course. The fact is, if you read only the classified ads yqu'd have ,a pretty accurate and well- , balanced pict a of a town, in many wayscmore,comptete.by itself than the news side alone cart provide. • I'm reminded of a good friend of mine who began his career as a street corner newsvendor, now a respectable bartender, ,who put this theory to work. On days when the headlines were not sufficiently provocative or frightening to push papers he'd tote up the number of deaths in the classified obituary column. "Forty Die in City!" he'd holler — or whatever the number might be — and it moved his merchandise nicely. Even a cursory glance at those pages will give the subscriber a barometer reading of a town's economic growth or decline and a continuing, statistical picture of those who are arriving, merging or departing. It is a kind of old-fashioned market -in -type with a mass of trade between people, a filip of gossip provided under the heading, "Personal" and a chronicle of daily activities that are often refined out of the news columns. The stranger in the town may be bewildered by the purely local issues which make the news, but wherever he may be, the classified section will provide orientation. I suppose there are few people whose lives haven't been affected one way or the other by the want ads. A career may begin there, a home may be found or, for that matter, a husband or wife. For that reason it has the intimacy and impact that goes beyond mere news. In those larger cities where there are still competing newspapers, classified is the key to being first or second. 'The handling of the news, the appearance of a paper, and the features are all factors in a circulation war, but the paper with the largest classified lineage will be virtually impregnable. That's one reason the want ad rates are so much lower .proportionately than the display ads. Even in the largest papers there are certain months when that section operates in the red in terms of paying its share of the production costs. Classified, alone, because of the processing and staff it requires, could not provide the revenue to maintain publication: That explains the bargain rates, that intangible goal of readership and, as I say, it's discouraging. I have been sitting here brooding about the fact that if I of- fered to swap a good second-hand wheel -barrow, my own rating in the surveys would go up like magic. Dear Editor: The Doherty Organ Company was founded in Clinton in 1875 and in conjunction with Clin- ton's Centennial, I would like to stage a small exhibition to illustrate the Doherty story. I'd be very grateful to any reader for the use of anything remotely connected with Doherty or the Organ Company and I promise that any item loaned to me would be well looked after whilst in my possession and would •be' returned immediately after the show. Cordially, Murray Draper, Clinton. From our early files .. . How lucky we are Every so often I'm reminded of how very lucky Canadians are. We are not "smarter than other people. Goodness knows, we are no more in- dustrious. We are just luckier, because we happen to be living in this country at this time. When you consider that we are just a drop in the bucket of the world's population, you can see just how blind lucky we are. Millions of people on earth today are literally starving to death. They will be dead, stone dead, in days, months, a year. Millions more are just above the starving line. They eke out a barren, blunted hopeless existence, just one step away from the animal. These hordes are subject to all the other things that go with a minimal existence, besides hunger: cold, disease, ignorance, fear, and perhaps worst of all helplessness; And we complain endlessly, we Canadians, == � eut...arae1r-.l'r©rx-g1�s.as_inflataon :p a : vd taxes, and all the other relatively piddling burdens we bear. We howl with outrage when butter jumps 15 cents a pound. Some of us nearly have a stroke when the price of beer and liquor is raised. The very wealthy feel a deep, inner pain because they can retain only 55 percent of their income. But what does it all amount to? The con- sumption of butter will go down for a few weeks, then rise to new highs. The consumption of alcoholic beverages will not even tremor, but go steadily upward. And the rich will become richer. Talk about fat cats, or buxom beavers, and we're it. The Lucky Canadians. The envy of the world. Oh yes, we have poor people,. quite a few of them. But you would be hard put to it to find anyone in Canada literally starving to death. Or freezing to death. Or dying because there is no medicine for disease. Truth is, the vast majority -of Canadians eat too much, suffer from over -heating rather than cold and are much more •likely to die from too much medicine than they are from disease. And even the poorest of our poor, With all the buffers that welfare provides, are materially millionaires compared with the poor of many. other countries. You, Mister, wheeling your Buick down ,the highway and beefing about the cost of gas, might just as easily be pulling a ricksha in Calcutta, wondering whether you could last until you were 30, so you eould see your first grandson. You, Young Fella, who made $10,000 in six 10 YEARS AGO dollars will be added to the hydro Aprit29, 1965 fund. Cool wet weather has Hensall tax rate will jump 5 prevented work on the land; fall' mills this year unless something wheat and meadows are can be done to pare some items months with a lot of overtime; and quit working so you could draw unemployment insurance, could be sweating it out in a South African gold mine, or a Bolivian tin mine, for enough bucks a week to barely feed your family. 'And you, Ms., whining about the mess the hairdresser made, or complaining about the cost of cleaning women, could be selling yourself in the back streets of Nairobi to keep body and soul together, if you'll pardon the expression. But you aren't, and I'm not, and we shouldn't forget it, mates. We were lucky. We live in Canada. Once in a while this hits me like a punch bet- ween the eyes. One of these times was on a recent holiday weekend. We were spending a wee en the country. It was cold and blustery outside, and School, won a trip to the United one of the judges at the second I spent one of those rotten -lazy, thoroughly en- Nations and New York' World annual Fiddler's Contest h ld in when there is nothin to do and Fair in a public speaking tom- Ins;ll and sponsored by 1- need io ahLe. _times g LISS�.audito last,:..,.b r_ of Commen'sy" A. _ eaf ri" a 1 9rfflk omnat-C ri>s tib: t nothing to worry about- Friday night. packed house was repos ed- - playing cards, enjoying the fireplace, reading,• g beginning to green up. Some from the budget. Most of the rise farmers are eyeing their feed in rate is attributed to school supplies to rnake,them.last. costs. Robert Homuth, vice-pnnclpal tY v1d'Loc>f•hart of Auburn area at CHSS since Septembej 1960, has had a very successful sale of will become principal at the end , farm stock and implement and of this term. He replaces prin- intends moving to •Goderich cipal John Cochrane who has where he has purchased a house. been appointed an inspector of Sutter -Perdue Hardware is secondary schools by the Ontario •k d w'th Grandad in advertising a Findlay coal or Department of Education. wood and electric combination Another change at CHSS is the stove giving all the advantages of appointment of Miss Sherry cooking with electricity as well as Cochrane, who will take summer retaining the advantages of courses in preparation for her burning up the excess paper and position as girls' physical the kitchen garbage and also education teacher. helping to heat the kitchen in the Miss Linda Somerville, a winter time. student at Seaforth District High Clarence Perdue of Clinton was Roger Cummings of Georgetown h t as returned home after spending theEaster vacation with Mr. and Mrs.Ken Cummings., Deux, Montagnes, uebec 11 t Miss Joanne Hulls returnedo Ba field from New York, She had enjoyed a five day conducted tour in company withother grade students,g Thi his -Lieutenant R.A. Buzz) Round has this month completed his military career and retired from the after more than 23 years in the regular force Telecommunications Branch. He has accepted an appointment at the University of Western Ontario. 50 YEARS AGO watching televisiori. The only fly in the ointment was the constant April 30, 1925 decisions to be made. At breakfast, for example. Mr. J.R.H. Fallis of Toronto Banana or fruit juice? Coffee or tea? Bacon and has taken a position of mechanic eggs or ham and eggs? Toast and_jam or fresh Q warage. h S. Inkley of Clinton bread and honey? The flower beds on the Library Evenings , were even worse. An hour after Y Park are a riot of colour with dinner, I had to decide whether it was to be h d 13 tulips, hyacinths and daffodils in -coffee and cake with ice cream or tea -with butter profusion, also the one at the post more decisions. tarts. Then there was the bedtime snack and office is in excellent colour. Fred J. Wallis has passed his But it was watching television that blew up the fourth year in architecture at the puffed-up dream that life was, Ater all, good and RCAF fUniversity; W.R. Chowen was gracious, cosy and comfortable, warm and also engineering. sfubin his furth year wonderful. in Reeve Middleton was in There on the "news," with nothing to hide it, Toronto Monday consulting with was the non -Canadian world. Children with the officials of the Highways bloated bellies and stick -thin limbs of the star- Department regarding suitable ring. Other children, torn and bleeding and signs to eben erected at the main screaming with pain. intersection of traffic in Clinton, Mothers- howling their anguish because they He will report his findings to had lost their children and couldn't find them. Monday's council meeting. A refugee plane, with more'than 200 "soldiers" R.H. Johnston, jeweller, states and only five women or children aboard, p that now is the time to buy these And everywhere, on that naked screen, people, motor goggles and sun glasses and has a fine stock or hent} suffering, terrified, running like rats, from from he0 cents to rine 2st.25 and all and e nowhere to notivhere. guaranteed to he the latest Not much you and I do, except feel horrified. y ustyles and give the It's all too far away. i lied best results for the coming But at least we can stop bitching in -our own summer. backyard, and face the facts that we're not Mrs, E. Ward has returned to srhnrter, or harder working or better looking. Nor home after visiting her Just lucky. l~ 1 h daughter, Miss Dorothy, in 25 YEARS AGO April 27, 1950 It is noted that the Roundel Terrace,new recreation centre for RCAF Station Clinton, will be open on Friday, May 5 -- Bobby Downs and his bandwillen- tertain. A successful party was held at No. 10 schoolhouse in aid of the hydro fund for St. James Church, Middleton. Music was supplted 'Welsh's orchestra and Ken Merner was floor manager - dancing being enjoyed until the wee small hours, orty-e g t Detroit, for the past two Weeks. Lawn mowers have made their appearance again and the whirring sound can be heard all over the town. The L.O.B.A. with M. Hanley and Mrs. J. E. Cook officiating and the Women's Institute presented Mrs. Roy ball with gifts before 'her departure. from ,town. T. H. Leppington has pur- chased the Wilson property on Spencer Street 75 years ago April 27, 1900 Thos. Crossyn, 7th con., has disposed of his farm to O. Grigg of Colbourne. The farm, we believe, contains about 70 acres and in a fair state of cultivation. Mr. Cronyn intends working his father's farm. Owing 'to the backward weather, operations in the cheese factory will,npt commence on the 1st of May4,as expected, but on the follow ng Wail da"33;'iora—y drawers are -expected to be on hand with their first load of milk. A great improvement and one of much convenience to the firm will be made by S.S. Cooper to the office in Hodgens Bros. dry goods store. They will have a double decked office and a new cash carrier system. Two of the largest trains that have ever passed over the Grand Trunk was sent out of Sarnia lately. They were composed of 61 and 62 loaded cars respectively each carrying 20,000 tons of freights. W. Holloway, ' son of Thos. Holloway of Clinton, has obtained his degree for dental surgery. Will has been for the past few years engaged in Harriston but rumour has it he will practice in Clinton.. F. H. Powell has disposed of his butchering business and will go on the farm of J.O. Elliott, Bayfield road. R. Fitzsimons is the new proprietor. At least, he is an old butcher of town but will be in a new place. • 100 YEARS AGO ,' April 29, 1875 The weather during the past - as..•..been...1ipte,.,ad�. agreeable, somewhat different from that of last Friday, on which day it snowed nearly all daylong. The last snowfall in the spring of 1874 was the llth of April. At last, after a long delay, the bell has been lowered from its elevated position in the tower, under the supervision of Mr. Wm. Little, and is now en route to the foundry at Troy to be recast. Before being taken to the station it was placed on the scales and showed a weight of 1,150 lbs. D.H. Dowsley M.D. has opened an office opposite the Com- mercial .Hotel where he can be found ready to fulfill all the duties of his profession. Dutch Elm disease was probably introduced to North America in elm logs imported from Europe to U.S.A. in the early 1930's. iieweamord"reeders are en- couraged to express their opinlong In letters to the editor, howsvtlr, such opinions do not opinions of the Nw.-R.cord. -- Pseudonyms may bloused by letter whets. but no letter wIN be published unless It can be vested by phone. TiIE CI.IN'ION N 'W ERA Esiahl,shed 1865 Amulgumul,•d 1924 THE iIURON NEWS -RECORD Established 1881 Member. Canadian Community NIwspaper Assodtitlon M. nbor. Ontario Weakly spar AMaolatlsn Clinton NewsRecorcl Published wiry Thursday at Clinton. Ontario Editor - Jamas E. Fitzgerald General Manager, J. Howard Aitken Second Class Mall istratlon no. 0117