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4--PORT PERRY STAR, THURS, OCT. 31st, 1963 aS NE SWE mi ------ ERE Sm tpn Ri ere pi ------ RRR, 0 Pa Editorial Viewpoint Most Effective Medium Editor and Publisher, the newspaper world's monthly trade journal, reports on three speeches made recently by business executive. It is with pardonable pride that we reprint some of the remarks. David L. Yunich, president of Macy's New York, prob- ably the largest department store advertiser in the United States: "Retailers must invite people they must attract people to their stores. The most powerful way of doing this for any store is through good and effective advertis- ing in interesting and widely-read newspapers . . . . The newspapers strike proved conclusively that newspaper space is one of the most valuable franchises a store owns. The newspaper is the backbone of the retail advertising structure." The following day Orville W. Johler, vice-president in charge of advertising for the Independent Grocers' Alliance which operates 5,000 stores, told a meeting of his executives: "Nothing excels newspapers when it comes to selling merchandise or building a substantial image for the company who sells it . . . No other media that T know of can give you the co-operation of the dual job of selling merchandise and building a solid image of your stores that comes anywhere near the newspapers in the towns you serve." On the same day, Carl Uren, assistant advertising director of Chevrolet, one of the largest national adver- tisers in newspapers, told an awards luncheon in New York: "We regard the newspaper as the most local, retail and urgent of the media we use. Consequently, we feel that it is most effective in reaching the prospect at that point in his buying cycle when he is about ready to trade for a new car . . . Because newspaper readership is nearly aniversal, wé know that at the same time we are reaching that mass audience, we are reaching the single, most likely group of prospects we have -- present and satisfied Chevrolet owners." 'Canada's First Business The oldest building material known to man is un- doubtedly lumber because wood has always been easy to work with simple tools. However, wood is so much a part of our daily lives that we often overlook it. It is refreshing, therefore, to discover that the week October 20 to 26 has been set aside for a well deserved - recognition of wood. This is-National Forest Products Week, and we are happy to join with millions of Canadians in saluting our nation's oldest business. That's right; the first business in Canada was lum- bering. History says that Nicolas. Denys, who came out to Acadia with Commander Razilly in 1632, cut the first lumber on the LaHave and at the Western end of Lunen- burg Bay. When he shipped planks, rafters and square timber to France in 1634 they became the f irst manu- factured commodity ever exported from Canada. Most Canadians have a love of wood because it has been a part of their lives from the time they were tiny babies. Our homes are built of lumber and so is our furniture. We go to school in wood framed buildings. We worship in churches built predominantly of wood. The farms of Canada are built of lumber from our forests. There are thousands of other products from 'the for- est I have not mentioned, but let me remind you that this newspaper,. books and magazines are all products from the forests. , The forests are our way of life, and so are the pro- ducts from our forests. That is why we are glad to have a'part in National Forest Products Week. ee ee eee Port Perry Star Co. Lid. Serving Port Perry, Brooklin and Surrounding ' Areas . P. HVIDSTEN, : - Publisher 7 3 WM. T. HARRISON + Editor Member of the Canadian Weekly Newspaper Assoc Member of the Ontarie Weekly Newspaper Assoc. Published every Thursday by The Port Perry Star Co. Ltd., Port. Perry, Ontario. Authorized as second class mail by the Post Office Department; Ottawa, and for payment of postage in cash. Subscription Rates: In Canada $2.50 per yr,' Elsewhere, $3.00 per yr. Single Copy 7¢ FR TASS Yas AT Eat tS : BARS i SNAG RS HE, AR: emt THE WITCHES ARE LOOKING PRETTIER THIS YEAR trait : cr bi, SEL G 3 ¥; ESTAR 5 hn ot FL i LV) Sox 3 Remember When? | Sugar and Spice 50 YEARS AGO Wednesday, October 29, 1963 Mr. John Ploughman of Scu- gog Island brought a swede turnip to the Star Office that weighed 19 pounds. The old skating rink building was sold on Saturday night to the Port Perry, Reach.and Scu- gog Agricultural Society, to be used by them in the erection of --Fair Buildings. 25 YEARS AGO Thursday, October 27th, 1938 Miss Dora Reesor left on Monday to attend Shaw Business College, in Toronto. Friends of Mr. Ross Doubt of Toronto, formerly of Port Perry will be pleased to learn that he has accepted a position as manu- facturing chemist, with the oo Laurentian Silk--Mills; Three Rivers, Quebec. Mr. W. M. Letcher and Mr, Frank Mann have been attend- ing the Shoe Dealers Convention in. Toronto. 10 YEARS AGO. Thursday, October 29th, 1963. "Mr. Bruce Beare was elected Noble Grand and Mr. Earl Martyn was elected Vice-Grand of Warriner Lodge No. 175, I.0.0.F. The engagement was announ- ced of Joan Alice, daughter of Mr. and Mrs. N. Howey to Mr. William George Peel, son of Mr. and Mrs. Harry Peel, Port Perry. : Mr, Lou Bond of Prince Al- bert found a potato in his gar- den that weighed three pounds. --_--X-- + IN AND OUT OF TOWN . Guests at the home of Mr. and Mrs. Charles H. Reesor, Bigelow St. during the week-end were Thomas J. Blight, of Toronto, Mr, and Mrs. Danny Reesor of Searborough and Mrs. F. E. Reesor. Danny was guest so- loist at the morning service of the Port Perry United Church on Sunday. * se Ed =A fair representation of the members of the Honeydale Wo-. men's Institute attended the Regional Meeting at Pickering on Tuesday of this week: x x Cf : Mr: and Mrs. Fred Douglas of ' Stamford Centre week with her sister, Mr. and Mrs. H. D. Santer. spent . last By BILL SMILEY Recently, I have attended two funerals. This is about two more than my usual 10-year quota. I d n't know why I have avoided funerals all my life. It ha-n't been a conscious thing, but more a matter of inertia. Ad it always seemed foolish, making a fuss over the clay when te 'spirit had fled. : Well, I've changed my mind. missing. I didn't know what I was There is something intensely satisfying in the hu- man drama invalved in a funeral service, and I hereby promise all my friends that 1 will 'attend their funerals, if humanly pissible. That is, if I don't beat them to the punch. B th of these services I was at were for people I admired and re pected, but there the similarity ended. One was for an elderly lady, a simple Lutheran service in a small church. The other was for a comparatively young man, an elaborate Roman Catholic service in a large church. Each had its dignity and, at times, beauty. Incidentally, I learned something at both. The Lutherans sing sitting down and pray standing up. And there isn't much of my high school Latin left, so that I welcome the news from Rome that R.C. services will be conducted in the native tongue. But there's a lot more to a funeral than the church service. Tiere is the slow filling up of the church, with everyone taking a crafty look around to see who thought a visit to the funeral nome would be enough. : There is the lugubrious organ music that puts you in the right mood. There is the quickening of tempo as the minister or priest rustlds in. There is the awkward ,touching procession of relatives of the "deceased", some weeping, some white-faced with strain, some red-faced with the unaccustomed attention. And then there is the entrance of the coffin, gliding sound- lessly on its wheeled frame, surrounded by six good mén und 'true. This is the moment of truth for the spectators, as they realize with a jolt that this is the end of that person, and that this is the end to which we all shall come. id : * kK Fir Spirits lift slightly with the beauty of the chants, and plunge - close to the maudlin when we are asked to join in "Abide With Mee," and tears .spurt beyond reason, throats develop lumps as large as golf balls. : ; When it is all over, I think everyone feels cleansed and uplifted, rather than. depressed. There is an imperceptible awakening of life, an eager turning to discussion of the weather, though we retain, for a decent interval, our mournful looks. Everyone feels like a cup of tea or a good, stiff drink. There is a lot to be said for giving a fellow human being, who entered the world in a rather scrambly fashion, and did the best of which he was capable, the dignity of a decent sendoff. Personally, I would rather go to a good funeral any day than to a wedding, which often degenerates into gigeling and general silliness. . ! pa ; * kx %x There is a great deal of criticism over the cost of a funeral today, and undertakérs are frequently raked over the coals catering to the excessive demands and bad taste of some of { clients, I don't think this is quite fair. Undertakers are that--caterers. If you want the blue plate special, you ca get it. And if you want the seven-course 'deluxe, they'll give you that, i J i; , . y I used: to be one of these just-put-me-in-a-pine-box-and- throw-some-dirt-over-me fellows. But not any longer. : When I go, I want the works. Row upon row of weeping friend: and relatives. Lots of wreaths. A full choir. "Abide With Me," and everybody breaking down hopelessly about the middle of the second verse. : ' 5 And a great big reception back at the house afterwards! One more request. I know it would be difficult to arrange, but I'd like to be buried sitting up, so I could enjoy it all. --Toronto Telegram News. Svrvice Fe 3 Sh