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PAGE 16 - PLAINDKALEB - WEDNESDAY, FEBRUARY 26,1975 EDITORIALS No-Price Groceries The latest supermarket innovation is the use of a computerized checkout system. Individual grocery products on shelves aren't marked or stamped with the price. The buyer gets the price from shelf tabs below and can also watch cash registers, which will continue to display individual charges through glass as the checkout total is computed. Consumers in some areas have protested against introduction of the new system; they feel strongly that each product should be individually marked; they have picketed stores introducing computerized checkouts. There is a danger in the new system that shelf price markers will be wrongly placed (or products above them). But managers say the computer at the checkout counter will correct such mistakes-- since it is reflective of the product price. The new system is probably progress. Its utilization (to save labor) is probably inevitable Computers, however, are only as accurate as what is put into them and there\vill be mistakes. But there were human errors also, at checkout. What it means is that buyers will have to be a little faster on their feet--to follow computer checkouts-than heretofore. One suspects, on the positive side, there will be fewer mistakes with the new system. Solar Heat The scientists have long known that the sun's heat, if harnessed, could easily warm the homes and offices of most of the world's millions. But no major nation has yet succeeded in putting that heat energy to use on a grand scale. Now, with the rising costs of fuel and electricity, the cost of solar heat is no longer prohibitive. In fact, it may be the most economical source available. All across America solar heat systems and contractors are appearing-advertising new solar systems. For those building new homes, in most southern latitudes certainly, that heat source, and the systems now available may be explored. It may be that America can point the way in this direction; Americans are traditionally ready to accept change and innovation--the latest thing. Solar heating systems are that today. A. G. Edwards & Sons, Inc. Weekly Market Review "Happy days are here again" - at least for a few investors and that 's the way we like it to be. This may sound very cold and selfish but in the wacky world of the stock market, it's the only condition which keeps a rally healthy. The tremendous underlying strength shown by the stock market during recent advances and declines is substantially related to the vast number of unhappy investors- traders around. As an example of extreme misery, we have those traders who were betting on the end of the world and are short stocks, are getting killed, and generally swing to the buy side as prices rise. Then we have those bears who simply decided they would own pvt HOUGHTON HEATING • Air Conditioning • Gutters PHONE 385-5476 NlcHENRY EARL R. WALSH & JACK WALSH INS. F < r e , A u t o , F a r m , L i f e R e p r e s e n t i n g R E L I A B L E C O M P A N I E S 4 4 1 0 W R t e 1 2 0 , M c H e n r y 3 8 5 3 3 0 0 DENNIS CONWAY A U T O L I F E F I R E State Farm Ins. Co. 3 3 1 9 W E l m S t . M c H e n r y , I I I 3 8 5 7 1 1 1 Farm Equipment George P. Freund,Inc. Case - New Holland 4102 W. Crystal Lake Rd. McHENRY Bus. 3850420 Res. 385-0227 McHENRY HOBBY SHOP FOR ALL YOUR MODELING NEFHS 3318 W. Elm (NEAR RIVERSIDE DR. McHENRY) 385-7122 OR. LEONARD B0TTARI 3 0 3 N R i c h m o n d R d , M c H e n r y E y e s e x a m i n e d C o n t a c t L e n s e s G l a s s e s f i t t e d M o n . T u e s . T h u r s . F r i , 4 6 p m T u e s , T h u r s , F r i 7 9 p m S a t , 9 3 0 t o 3 0 0 P h 3 8 5 4 1 5 1 o r 3 8 5 2 2 6 2 McHENRY LETTER SERVICE P a g i n g S e r v i c e N o w A v a i l a t M i m e o g r a p h i n g T y p i n g A d d r e s s i n g M a i l i n g L i s t s 3 5 0 9 W P e a r l S t , M c H e n r y P h 3 8 5 0 2 5 8 , 3 8 5 8 0 2 0 M o n d a y t h r u S a t u r d a y McHENRY COUNTY OFFICE MACHINES S A L E S S E R V I C E 8. R E N T A L S M o n S a t 9 5 3 0 F r i d a y t i l 9 0 0 9 3 G r a n t S t , C r y s t a l L a k e P h 4 5 9 1 2 2 6 IIRELIT RADIAL T IRES FOR ALL CARS Europa Motors Inc 2318 Rte. 120 8 1 5 3 8 5 - 0 7 0 0 ED'S STANDARD SERVICE EXPERT TUNE-UP ATLAS Tires, Batteries. Accessories QUALITY American Oil Products PH. 385-0720 3817 VV. ELM STREET it RADIATORS * Cooling System Specialists it AIR CONDITIONING • Trailer Hitches Fabrication it STEEL SALES • Welding & Ornamental Iron • Frozen Pipe Thawing WOWK OUt » ADAMS BROS. McHenry (Next to Gem C leaners) 1930s 1940's Lore OF FOURS LOTS OF SIXES 1950s ii*j r LOTS OF 5UPER SIXES I960's ia jf5! t- s tr I fcl S: t LOTS OF SMALL BIGHTS LOTS OF MIPPLE-SIZE EIGHTS \970's 1975 $8r LOTS OF SUPER-COLOSSAL SIZE EIGHTS 0ACK TO THE FOURS End of an era SENIOR CITIZEN S CORNER* HELPFUL IDEAS FOR SUCCESSFUL RETIREMENT DIRECT DEPOSITS Over 700,000 Social Security and Supplemental recipients in Security Income Georgia are now stocks again - that is until a steady advance makes them green with greed and envy and they buy. Finally, we have the institutional investor who has been awash with cash and comfortably sitting on 8-9 percent, super safe, short term investments while stocks fell or did nothing. Now that unhappy, uncomfortable professional is faced with a collapse in short term interest rates which is thus certainly not a place he wants to be while stocks are soaring. Technically, this condition we have described - a few happy and lots of unhappy investors who want to get on the boat - explains why we still look for higher prices and modest corrections. The market usually doesn't do things that make most people comfortable and thus those waiting to buy on sharp pullbacks probably won't get accommodated until they are invested and don't want to be accommodated. Everyone knows how bad the current economic news is and that it probably will get worse, but what else should we expect after such a vicious bear market? On the sunny side of things, the money market stays soft (prime down to 8% percent). Inflationary pressures have eased substantially, and the wholesale price index in January declined for the second month in a row. And we even have had a bit of humor to help us along. President Ford tells us not to take his economists too seriously (good advice) while he directs billions of dollars into highway construction at the same time we are trying to conserve gasoline (good gosh). We remain optimistic short term and probably will until "Happy days are here again" for a lot of investors. Businessman's Corner LET'S TALK ABOUT NEWSPAPER ADVERTISING Presented to you by Tom Miller Adv. Mgr. MAKING YOUR ADVERTISING BELIEVABLE AND WHY In spite of the drastic changes that have taken place in American society in the past twenty years, some business people still do not see the value of being completely honest in their advertising. Although out­ lawed, bait & switch ads still appear in publications, (where a "low-ball" price is advertised with the intention of selling a higher priced product after the customer is brought in), and the businessmen advertising in this manner scream to high heaven when caught in the act. There are, of course, many ways to fool the reader of newspaper ads, through insinuating remarks, half- truths, quoting unusually low prices on one-of-a-kind-in- stock products as though you had a warehouse full of them, and other copywriting ruse. But, even if the advertiser gets away with this advertising, without in­ volving himself in a legal complaint, he is still in for a rude awakening which will inevitably come from his would-be customers. The businessman who allows dishonest statements to creep into his advertising copy is only fooling himself. How many times will a customer visit your place of business if he finds that what you had advertised is out of stock the same day your ad appeared in the paper? How many times will a customer return, in response to your advertising, after once being pressured to buy another product because the one he came in for is "sold out?" In short, how many times is it possible to make fools of your customers? Usually just once! So what happens to the "sharpie" trying to outfox the buying public? Little by little he drives what could have been a nice clientele down the street to the man who is completely honest in all of his advertising. There used to be a saying among advertising men that went something like this: "Write all of your advertising copy as though you were talking to a 9 year old, and most of the people will respond." It is difficult to recall a time when this may have been true, but if it ever was true it surely is not today. Since the advent of American thinking that demanded almost every young person should go to college, and the massive return-to-school of older adults who had previously not finished their formal education, today's advertising is being read and evaluated by the most intelligent society the world has ever known. Even the elderly are far more sophisticated in their thinking than ever before. Is it any wonder that dishonesty in advertising doesn't pay? Of course, there are still a few die-hards around who advertise like they were selling snake oil off a horse-drawn wagon. Summing it up, the benefits to the advertiser, of forth­ right advertising, should be glaringly obvious. It is utter foolishness, and even legally dangerous, to advertise in any other manner. Whatever your individual advertising problem may be i^piember, this newspaper maintains a staff that is ready, willing and well equipped to serve you. From the standpoint of the service you receive from these people you couldn't possibly find a better bargain! NEXT WEEK: HOW TO FIND OUT WHAT NEWS PAPER ADVERTISING CAN DO FOR YOUR BUSINESS able to participate in a pilot' project for direct deposit of their monthly checks to banks or other financial institutions. The program is completely voluntary. The Georgia project is the first phase of a nationwide program to convert such Government payments to an electronic funds transfer system which is expec­ ted to begin in early 1976. Any recipient who has an ac­ count and wishes to obtain this service must sign an agreement with his financial organization and will be required to furnish a copy of the agreement to the Social Security Administration. Beneficiaries will be notified when the service is available in their areas. Stage II of the program will involve extending the pilot operation to Florida, where 1.4 million people will be given the opportunity to have their payments sent to banks in April, 1975--if they choose to do that. By July, 1975, according to the Social Security Administration, this Direct Deposit System is scheduled to be in effect on a nationwide basis. All recipients will be informed of their option to have their payments sent directly to banks. TAX FACTS Residency Rules Eliminate Double Tax (This is the second in a series of articles on ways you can save money on your Illinois State Income Tax return this year.) The "part-year" residency rule enacted by the State of Illinois provides a tax break for people moving into or out of Illinois during the tax year. Residents include in Illinois income all of their income regardless of where that in­ come was earned. Non­ residents include income earned solely within, or derived from, services in Illinois. A person who is a resident for less than a year computes Illinois income as a resident for that part of the year, and as a non-resident for the remainder of the year. Both part-year residents and non-residents must use Schedule NR with the 11-1040 to compute Illinois in­ come tax. This Schedule NR should not be confused with or used in conjunction with Schedule GR, which is a resident's claim for credit to tax paid to another state. You were a part-year resident in 1974 if you became, or ceased to be, a resident of Illinois. You must determine the point in time when your status changed from resident to non-resident or vice-versa. For non-residents and part- year residents, allowable exemptions are computed The Assessment Problem With a Lake County court decision threatening to hike real estate assessments in about sixty percent of Illinois counties, Representatives Cal Skinner, Jr. (R-Crystal Lake) and Jack Beaupre (D-Bourbonnais) have introduced two bills to lower the official real estate assessment level to about the present state average. One would lower the level to 40 percent of 1970-1971-1972 price levels. The other would lower assessments to 33 percent of 1973 assessment levels. Skinner says the levels are approximately the same, that 40 percent of '70-'71-'72 market values equals 33 percent of '73 values. "Since taking office, Governor Walker has failed to live up to his 1972 campaign image of being a 'gutsy guy willing to make hard choices on tough questions,' " Skinner said. "The real estate assessment mess in Illinois has become so bad under this administration that I even felt forced to introduce an impeachment resolution for Frank Kirk, the man Walker gave legal authority to enforce the state's real estate equalization laws." Last year, Skinner introduced another bill to lower the assessment level to 40 percent which the Walker administration, among others, refused to support. "Judge Harry D. Strouse, Jr., chief judge of the Lake County Circuit court, has ruled that no county's assessments shall be below 42 percent of '70-'71-'72 price levels for this year's real estate taxes. He has prohibited the Department of Local Government Affairs from issuing any multipliers less than that level. "County multipliers are intended to equalize average assessment levels throughout Illinois so that financial state aid to schools, junior colleges, libraries, etc., may be distributed fairly," Skinner explained. "At the present time about 10 percent of the special equalization assistance for the state's poorest community colleges is going to the wrong college districts, according to statistics developed by the Governor's own staff," Skinner charged in floor debate last year. He has also pointed out that upwards of $50 million in the billion dollars of state aid to education is going to the wrong school districts. In one of his 33rd district schools, school officials admit that local property taxpayers are being charged ^bout $4.7 million too much, while at the same time the Rockford school district is being shortchanged $4.3 million to $4.4 million in state financial assistance. "Unfortunately, the local school board decided that the net loss of some $300,000 out of a $60 million or so budget was unacceptable. In short, they decided to forego the opportunity to cut local property taxes by 4-5 percent in Rockford this year in order to avoid losing $300,000. Frankly, I do not share their sense of priority. "Making certain that assessments for taxpayers in Winnebago county's Rockford and other areas which are assessed above the state average are cut without hurting the local school district's financial position will take some fancy footwork, but if the Governor and the Legislature feel sufficiently threatened by Judge Strouse's ruling, we may be able to solve a very large problem in a relatively few weeks. "It's going to take more than lip service, however. Equity demands solution of the problem before Governor Walker faces the electorate again in 1976. Well before then, our state aid to education formula may have gone the way of California's and New Jersey's. Both formulae were held unconstitutional basically because of unequalized assessments," Skinner said. "In Illinois, the most recent Department of Local Government Affairs statistics indicate assessment levels range from 18 percent in Johnson county up to 44.5 percent in Winnebago county. When one realizes that the administration is charged by law to equalize all counties at the 50 percent level, one begins to understand the extent of the problem. "A home that would sell for $30,000 in Winnebago county would be assessed twoand one-half times . as high as a home in Johnson county selling for the same dollar amount. "Because of this, the Winnebago county house would look two and one-half times more valuable than a $30,000 house in Johnson county. "That translates into Johnson county's receiving more than its fair share of state aid to education, as well as other state financial assistance. In Rockford's case, it specifically means the Rockford school system is being cheated out of some $4 million of this that we legislators intended to reduce local tax burdens. "Another side of the problem is how to protect taxpayers in those counties where assessments are markedly below the state average," Skinner said. "I'm working with the new Department of , Education and the Taxpayers' federation to develop a bill - something like the tax freeze bills of past years - to prohibit greedy, overlevying tax districts from getting a windfall if local assessments are hiked. "Tax districts will be allowed something like 10 percent more than they received last year, with some exceptions, such as cases where the tax rate has been increased recently by referendum. "I've explained the theory behind equalizing assessments, while minimizing the dislocations to overassessed local school districts and to underassessed taxpayers to Hal Hovey, Walker's Budget Bureau director, and Jerry Stewart, the Governor's technical expert on property taxes. Both understand the problem and my proposed solution. (The following is an explanation of the problem as expressed by the Taxpayers Federation of Illinois. It was written prior to the Lake county decision). "The Taxpayers' Federation of Illinois does not want to be an alarmist, but we do want to call to the General Assembly's attention the fact that it should consider legislation immediately changing the equalization of assessments level for property, or we may be in for trouble. From 1946 to 1971 that level had been defined by statute to be 100 percent fair, cash value. This level was never reached; the state had not followed and carried out that legislative directive. In fact, for years a multiplier of one was given to a county if its aggregate assessment level were 50 percent of fair, cash value. "In 1970 the Illinois Supreme court had before it a taxpayer's suit wherein the plaintiff sought declaratory relief, an injunction and relief by way of mandamus to require the director of Revenue (Director of Local Government Affairs now has this duty) to perform his statutory duty to equalize and assess all taxable property at its full, fair cash value. The Illinois Supreme court remanded the cause back to the Circuit court for further proceedings in accordance with law (and the law read "full, fair cash value) (Hamer v. Mahin, 47 111. 2d, 252). "Seeing the handwriting on the wall, the Taxpayers' Federation of Illinois staff drew a bill and the General Assembly passed it in 1971, making the assessment and equalization level 50 percent of actual value. This was done to maintain the status quo and to prevent huge and run away increases in property taxes. Now, members of the General Assembly, we are confronted with a similar situation. "A similar case is before the Circuit court of Lake county and conditions are ripe for a decision that could really hurt the taxpayer's pocketbook. Tentative multipliers for 1974 are being issued, or ready for issuance, and they show the equalized assessment level in such counties to range from 17.57 percent to 44.53 percent with most of the counties in the 'twenties or 'thirties. In fact, there are only a handful of counties in the 40's, Tazewell, Peoria, Winnebago, Wabash, and a couple more. But, should Tazewell be at 40.11 percent and Perry county at 23.60 percent? No, the courts won't allow such inequities. "The Property Tax Study committee, chaired by Senator Terrel E. Clarke, has studied this problem for the past year and has reams of testimony in its files. This committee will probably recommend lowering the assessment and equalization level of property from 5 percent to 40 percent, and placing the determination of the multiplier in a 3 member Tax commission, with six- year staggered terms, appointed by the Governor with the consent of the Senate. The sooner these bills hit the hopper, the better. This is a serious problem that requires an early solution. And remember, the answers are not easy." Singles Club Invites New Members March 2 There is vivacious group of people who are 21 years of age and up who meet once a month to plan monthly activities for people their own age. They are extending an invitation to according to the percentage of Illinois income to total income. Residents of Indiana, Ken­ tucky, Michigan, Wisconsin and Iowa are not subject to Illinois income tax on their compensation paid in Illinois and are not required to file an Illinois income tax return. young people of that age to come and join them. Their activities vary from social, cultural, spiritual and intellectual endeavors. The Young Single Adults club was formed almost two years ago. Besides their many social activities each month, they also do works of charity in the community. They have gone to plays, dances, parties, delved in discussions, and prayed and worked together. This month of March promises to be an ex­ citing one. A social outing to a Chicago theatre and a dance are a few of the activities being planned. Anyone age 21 and over and single who is interested in looking for a fun group, is in­ vited to the next meeting at McCormick hall, below St. Thomas church at the corner of King and Pierson streets in Crystal Lake, Sunday, March 2, at 8 p.m. Are You New In McHenry Area ? •••••••••• * Do You Know Someone new? WE WOULD LIKE TO EXTEND A ROYAL WELCOME TO EVERY NEWCOMER TO OUR AREA ! ! ! ! ! CALL JOAN STULL DORIS ANDREAS 385-.H18 385-4518 :V 0 'o % C\ v> % KNOW YOUR AREA-ROYAL WELCOME DOES IT BEST Set March 1 Deadline For License Illinois motorists have until midnight Saturday, March 1, to display 1975 passenger license plates on their automobiles. Secretary of State Michael J. Howlett has announced that there will be no further ex­ tension of the deadline. For special service to last- minute license plate buyers, three Secretary of State motor vehicle facilities in Chicago and the Centennial building in Springfield will be open from 8 a.m. to 4:30 p.m. March 1. Chicago facilities are located at 5401 N. Elston avenue, 5301 W. Lexington street and 9901 S. Dr. Martin Luther King drive. K0ENEMANN Country Made Sausages, Hams and Bacon GERMAN IMPORTS AND CHEESES A Full Line Of Delicatessen -- Just east of 1815-385-6260 V0L0 \