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8 - PLAINDEALER - WED., SEPT. 4, 1968 No Magic Formula The preparation of good retail advertising does not require magic formulae or a head full of gimmicks. Dr. George Gallup, who has studied reactions to advertising tor thirty years, says that news is the most appealing element in advertising. What Dr. Gallup means is that advertising should tell the reader something related to his welfare which he did not know about. That, of course, is what all the new? in a newspaper is about. When related to products for sale or the activities of retailers, complete news answers all of the questions of the consumer. The most important question the consumer has is: "How will it benefit me?" Price is always news, especially if it is a low price. But price is news anyway. It is the starting point of any purchase. The consumer is not a potential customer until he knows if a product is within his buying range. Details about any product is news. How is it constructed? How long will it last? How does it compare to other products? What do other consumers think of it? Conditions of purchase may be news of critical importances Are the monthly payments low enough to fit the consumer* s budget? What kind of guarantee or trial period is offered? Most retailers know that most of these questions may be answered before a sale is finalized. Many retailers do not realize that many good prospects expect the answers from advertising. H The Major Battle R This year's "battle of the budget" and the final decision on how far the Congress will go toward meeting the requirements of the recently enacted control package, have been suspended until Sept. 4 with recess for the political conventions. As of Aug. 2 when the Congressional recess began, eight of the regular annual appropriation bills for fiscal 1969 had been enacted; two others had been passed by both Houses but were in conference to iron out differences; the bill providing funds for the Departments of Labor and Health, Education and Welfare had been passed by the House; and the Foreign Aid and Omnibus Supplemental money measures were still to be reported by the House Appropriations committee. Of the ten money bills passed by both Houses prior to the start of the Congressional recess, the House had cut $6 billion, while the Senate had reduced this to $5.3 billion. It is difficult at this date to evaluate accurately the effects of the cuts in these 10 appropriation bills on fiscal 1969 expenditures. A good guess might be that Congressional actions on appropriations for fiscal 1969, when finally completed, will yield from $3 to $3.5 billion in actual expenditure cuts. This means that the President will have to come up with additional cuts of $2% to $3 billion to reach the $6 billion 1969 spending cut which the expenditure control provisions require. What does all this mean in terms of future federal spending levels? The answer to the question can be attained from the fact that since Congress approved the expenditure control package in June, it has approved new authorization bills in the fields of education, housing and health, among others, which, if fully funded by this and subsequent Congresses will escalate federal governments spending again and negate spending control efforts. All of this advances the argument that a good review of spending is needed. The only way to secure any kind of control over federal spending for the long range is to accept the necessity for undertaking a thorough, detailed and all-inclusive review of federal spending programs and assign some priorities. Failing in this, the concerned citizen will merely have won a minor skirmish by supporting the recent tax increase vs. spending control controversy, but have lost the more important battle. A Word Of Praise (Guest effltorial from Dixon Evening telegraph) Gov. Sam Shapiro has vetoed the bills proposing pay increases to the state legislators and the associate court judges, thus saving taxpayers over $700,000. We commend the governor for his fearless action, knowing he would draw the ire of both the Democrats and Republicans who voted themselves a raise from $9,000 to $12,000 a year. This amounted to a 30 percent pay hike. Our lawmakers get paid for two years but only spend a total of six months working in Springfield, and then the average is about three days a week. We fell this is pretty good pay if you can get it. At least we have known very few legislators who didn't work "awful hard" to be re-elected. The seventeen Republicans and one Democrat had the taxpayers in mind and voted against raising their own salary over 30 percent should also be commended and saluted by the people of Illinois. Their honor roll is printed in a separate column on this page* There are, of course, a number of legislators who work harder than the average. These are the exception rather than the rule, and as in private business perhaps the real workers should be compensated over and above the average drone that goes down to the beehive in Springfield. With the financial mess that the state is in it is about time they start trimming payroUs instead of raising salaries. The state payrolls have risen from about 45,000 when Gov. William Stratton was in office to over 100,000 under Governor Kerner - and in just a period of about six years. Trying to raise the associate judges to $25,000 a year was just as silly and wrong. When the legislators cut out the padded payrolls, the loafers, and featherbedding and return the state to fiscal responsibilitythen it will be time to consider pay raises and not until then. It is apparent that a cross-eyed goat has more common sense than some of our legislators and we again commend Gov. Shapiro for holding the line and having the courage to think of the taxpayers. It is about time someone did. PUBLIC PULSE (The Plaindealer invites the public to use this column as an expression of their views on subjects of general interest in our community. Our only request is that writers limit themselves to 300 words or less signature, full address and phone number. We ask, too, that one individual not write on the same subject more than once each month. We reserve the right to delete any material which we consider libelous or in objectionable taste.) "PEACE, BROTHER, PEACE" "Dear Editor: " 'Peace, brother, peace', are the words heard most often nowadays, right? But what do they really mean? The people who use these words are mostly Hippies. And also the Yippieg. Even the everyday Americans use them. But how are they going about getting peace? It's what you see on the news every night. What am I talking about? Rioting. Violence. The people are yelling "PEACE" and fighting at the same time. They want peace, but yet they are fighting. If they really want peace, they can start by stopping being violent. Then, by practicing the Commandment, 'Love thy neighbor as you love thyself. "Just by following these two simple rules, we can have a more peaceful world to live in. So as the chant goes, "Peace, brother, peace*. But please, don't try to get it by violence." "Alexis Lagios" LEGISLATORS VOTE AGAINST SALARY RAISE The following state representatives who showed fiscal responsibility by voting against raising their own salaries are listed below: REPUBLICANS M.K. Anderson, R.E. Anderson, L. Cunningham, Mrs. F. L. Dawson, J.E. Eatherly, J.B. Hill, C.L. Hughes, C.T. Hunsicker, D.W. Johnson, A.R. Johnston, R.D. Law, N.W. Lee, Mrs. M.K. Meany, C.E. Neff, A. L. Schoeberlein, J. N. Shade and A.E. Simmons. DEMOCRATS M.E. Mills. I Political Corner PLANS COUNTY VBlf State Auditor of Public Accounts Michael J. Howlett finds a good omen in Friday the thirteenth. That's the date in September when he'll be welcomed to McHenry county for "Good Luck, Mike Howlett" day. Citizen's groups in the 12th Congressional district supporting the Auditor's bid for re-elect|on. will honor him with a breakf£$t, in Lake county; a luncheon--at Martinetti's with Crystal Lake Attorney Harold McKinney and Mrs. Dorothy Mathews, of Harvard, as co-chairmen; and an evening party in Waukegan. COURT BRIEFS Appearing in Branch m court last week, the case of Frank Pogany was continued to Oct. 23 as was that of Floyd H. Magnuson. Sandra L. Pantaleo was fined $15 and costs. Peter K. Scherer had his case continued to Oct. 2 and James E. Morris to Oct. 9. Thaddeus Misch, for failure to reduce speed at time of accident, had the case dismissed for want of prosecution. EANBT PREVIEW MEETING On Sept. 5, Chrysler - Plymouth dealers of McHenry will get their first lobk at the new lines of 1969 Plymouths, Chryslers and Imperials at a preview meeting at Chicago. Invited to the preview are sales and management personnel from Fury Motors, Inc., of McHenry. One million governmental employees have the power to stamp documents "secret" or "top secret"1 or "confidential" ILLINOIS BY DON RUSSELL AND JERRY WARSHAW Tips from a Pro Wray Mundy NATIONAL TRUCK DRIVER OF THE YEAR THE: IIMMOIS CENmi RNlttW COH\PM( WAS INCORPORATED FEBRUARY IO, 1651- THE ROAD WAS TO £E 7OS MILES, LON6-MPKE THAN THE LENGTH OF ANY RAILROAD IN amerjca AT -THAT TIME, THE MOPOC IMCK SHEtf&K* |M RANDOLPH GOUMTY/ WHICH <^ONTA!M£ INDIAN M*T1RC|S pkTED SQOO&C. 13 NAMED ROROHE MODOC INDIANS OF THE CALIPQRt NLFC-OREGON- &ORPER. \ AN ACT MAKING £*£rHrnaOBs ,'.u A L££AL ws WOmL. WAS AIVROVED BY THE. ILLINOIS GENERAL. ASSE^BLY^^ PRODUCED BY THE ILLINOIS 8ESQUICENTENNIAL COMMISSION il Drivers & Seat When you drive the highways have you ever wondered why so many of those large signs that give distances and directions are green? Because they show up best - because they are most easily recognized --- against most types of environmental backgrounds encountered by the daytime driver. This is (me of a number of significant conclusions of a new four-year study on highway signs done by Dr. Theodore W. Forbes, department of psychology and division of engineering research, Michigan State university. The study is designed to aid traffic engineers and sign designers in creating "maximum effect" signs -- those most readily seen and recognized by the driver. The Forbes study is particularly valuable because it is the first one of its type to examine thoroughly the recognition values of various sign - background colors in a given surrounding area. Briefly, the report says that a sign with poor contrast against its natural background has to be twice as big as a sign with good color - to-natural -background contrast, in order to provide the same attention value ami understanding at the same distance. Of all colors and color shades tested, brilliant green performed the best in the most situations especially against grass, dark hills, dark trees, buildings and highway bridge backgrounds, which, according to a related study, account for more than half of all daytime, summer background situations encountered by the average driver. Dark green rated high in tests involving bright backgrounds such as sky and snow. The report says that, since brilliant green did rate as the best sign background color against most natural backgrounds, its use in highway standards is justified. This contrast relationship is equally important at night, according to the study report, indicating that sign backgroundsas well as legends -- should be of reflective material for easy visibility in headlights at night. Here again, lack of good contrast with the surroundings can reduce sign effectiveness by as much as 50 percent. The information contained on a traffic sign is, of course, the whole purpose of the existence of the sign. But in orderto give you its information, the sign must first attract your attention. America's population is growing so rapidly, that we are adding the equivalent of a good sized city, every month. FORTY YEARS AGO (Taken from the files of Aug. 30,1928) Charles Wanchure, 32 year old Chicago man, was drowned in Pistakee Lake when he fell from a row boat while fishing. Mr. and Mrs. W.E. Whiting and Mr. and Mrs. Charles Gibbs motored to Springfield where they spent Friday and Saturday at the state fair. They report a very large and wonderful fair at the state capital, being so large that it was impossible to see it all in one day. The McHenry band, has an engagement to play at Palatine from Monday through Friday next week. Mrs. Albert Vales and Mrs. Catherine Schneider entertained at a hard times party at the former's home Sunday evening. The guests all came appropriately dressed in hard times costumes, many of them being very amusing and original. Robert V. Knox, son of Mr. and Mrs. M. Knox of Terra Cotta, has received the degree of Bachelor of Science In Architecture from the University of Notre Dame. He is now employed in the office of Elmer F. Behrens, architect in Chicago. Mr. and Mrs. Zanders, owners of a large chicken farm southwest of McHenry, sold out to a Chicago man and have already given possession. Mr. • and Mrs. Zanders will live in the Fitzsimmons home for the present. Tom P. Bolger, district commander of the- American Legion presided over the caucus of the eleventh American Legion district at Elgin. The state commander went to Brule, Wis., to extend an invitation to rresident Coolidge to attend the state convention at Waukegan next month. TWENTY - FIVE YEARS AGO (Taken from the files of Sept. 2, 1943) The school enrollment took place ,this week. Forty-eight Seniors, sixty-two Juniors, sixty- six sophomores and sixtyfour Freshmen registered. One of the most patriotic groups in this community are the employees of the RingwoodChemical plant, ten of whom donated blood at a Wisconsin blood bank. Fourteen made the trip but four were not accepted that day. Richard (Nick) Justen of the Marines is home on leave after eighteen months service. Susan Elizabeth Olsen returned home from a two weeks vacation spent visiting Mr. andMrs. Harold Steele at Grand Rapids, Mich. An excellent etching of Msgr. C.S. Nix appeared on the cover of the last issue of the Fox Valley Mirror, published by Leonard Fowler. Accompanying the picture was a story on the life of our local priest. The Misses Alice, Leta and Eleanor Clark and Mrs. Arnold Larson spent a few days in Chicago where they attended a performance of Ringling Brothers circus and saw Tribune broadcasts, "Jane Eyre" and the "Doughgirls". They also visited old neighbors, Mr. and Mrs. Bert Engstrom. Ralph, son of Mr. and Mrs. Emil Patzke, suffered a broken arm when he fell at his home on Waukegan street. TEN YEARS AGO (Taken from the files of Aug. 21, 1958) On Friday, Aug. 8, parking meters went into effect in McHenry through 9 p.m. Two dentists have joined the ranks of professional men in McHenry this month. Dr. Leslie W. Krieger, Jr., of Chicago has opened an office on Richmond road. This past week Dr. Leonard F. Pawlikowski announced the association of Dr. Stanley J. Sanford for the practice of dentistry. The electrical storm of last Friday morning caused considerable damage at the home of Mr. and Mrs. Paul Doherty south of McHenry. Mrs. Barbara Wilson of Wonder Lake and Mr. Anthony Adolf of Chicago were united in marriage Aug. 15 at Christ the King church. Wonder Lake. A new book, "A Matter of Life and Death" has been donated to the public library in McHenry by Mrs. Zelma Lee Wetle dealing with the controversial issue of Krebiozen and the cancer problem. McHenry*s one entrant in state fair competition, last week Jeri Jelinek, senior in the local high school, came home with a sixth place award in a field of more than twenty entries in the agriculture division. Almost every member of the new Alliance Bible church of McHenry is busy at work redecorating and rearranging at the former Zion Evangelical Lutheran church on John street which they have purchased. Recently the McHenry Bible church joined with the Christian and Missionary Alliance and at that time changed its name. Km iTiiTrfrrrri'iTrrni im imi in i rnrr. Are Yoi New li Tows? Do You Know Someone New In Town? We would like to extend a welcome to Z every newcomer to our community. : CALL ROYAL WELCOME Fran ©Isen M5-3740 J@@bi St»8l Be Wise |j: Shop In McHenry || B6YSCOUTS OF AREA PLAN GOOD TURN DAY SOON Leaders of the Kishwaukee district, Blackhawk Area council, Boy Scouts of America, are planning an annual Good Turn Day in this area, according to an announcement by Robert Hay, Marengo, activities chairman. Good Turn Day is a collection of clothing, shoes, toys and small household articles for the handicapped clients of Goodwill industries to, repair and renovate. This will be the fifth annual collection of the Boy Scouts of America in this district. Good Turn Day is a national program in which millions of Boy Scouts annual participate, and this particular Good Turn serves the physically disabled people of the area. The number of handicapped people employed and trained by non-profit Goodwill Industries depends on the response of homemakers. Thousands of disabled people owe their self-sustaining existence and vocational training to Boy Scouts who collect surplus clothing and housewares on Good Turn Days for Goodwill Industries. Another good thing about winter -- you can warm up shovelling snow, but you sure can't cool off mowing weeds. TO*V OPTOMETRIST Dr. John F. Kelly At 1224 N. Green Street, McHenry (Closed Wednesday) Eye* Examined Glasses Fitted Contact Lenses Hrs. Dally 0:80 a.m. to S p.m. Friday Evenings 8:3® p-m. Evenings by Appointment PHONE 385-0452 Dr. Leonard L. Bottari Eyes Examlned-GIasses Fitted Contact Lenses 180S h. Richmond Road Honrs: Mon., Tnes., Than., Fri. 4:00 pjn. to 6:00 p.m. Tues., Than., & Fri. Eve 7 p-m. to © p.m. Sat. 9:80 to 8:00 pjn. No Storars on Wednesday JF1EONE 885-4151 If No Aeowsf Phone 88B-22B2 OFFICE EQUIPMENT McHenry County Offitee Mmckmes Sales • Service St Rentals Typewriters. Adders, Calculators Mon- - Sat. 0:00 - 5:80 Friday till 0:00 pjn. Phone 450-1226 98 Grant St., Crystal Lake, 111. METAL WORK Schroeder Metalcraft for Home and Garden Wrought Iron Railings Fireplace Screens Antiques 1705 S. Rt 81 PHONE 885-0950 CHIROPRACTOR Dr. Arthur J. Howard Chiropractor 2606 S. River Rd. Ph. 885-8520 - Closed Thurs. By Appt. - Sat. 9 to 1 INSURANCE Earl R. Walsh fire, Auto, Farm 6 life Representing RELIABLE COMPANIES When Ton Need Insurance of Any Kind PHONE 885-8800 or 885-0958 8429 W- Elm St, McHenry, HL George L. Thompson General Insurance • LIFE * AUTO • HEM-fl • FIRE • CASUM/nr • BOAT Phone 815*885-1066 8812 W. Elm St., McHenry In McHenry Plaindealer Blgd. Dennis Conway Auto, Life, Fire State Farm Ins. Cos. 8815- W. Elm St McHenry, Illinois 885-5285 or 885-7111 LETTER SERVICE Mimeographing • Typing Addressing • Mailing Lists McHenry C@wnty LaMev Service 1212-A N. Green St- PHONE 885-5064 M o n . t h r u F r i . 8 - 5 Closed Saturday* ; AccouSxiSis Paid A. Schwegel 4410 West Route 120 McHenry, Illinois 885-4410 VACUUM CLEAMERS »niiiu'i#niniin fir'irnii-»"i-^^^* Authorized and Bonded Electfolux Representative JAMES VAN FLEET 2501 Martin Rd. MoEtenry, Illinois 36M03F