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PAGE 18 - PLAINDEALER-FRIDAY. MARCH 14, 1975 EDITORIALS FCC Smokescreen The Federal Communications commission made headlines recently when it announced it would ask Congress for authority to curb sexual scenes on television. Pressed by some in Congress (but not enough) and by thousands of letter-writing citizens, the FCC finally acted. But the action is mild, in view of what is needed. The major abuse on commercial network television today is excessive violence, crime and sadism. The FCC has dodged its responsibilities in this area so long the least little sign of life is hailed by the press as major progress. The latest FCC action is mostly a smokescreen. FCC Chairman Richard Wiley continues to say he prefers that the networks regulate themselves! And he has just concluded an agreement with the almost all-powerful networks which allows them to largely do so. The sex scene announcement is a headline catcher which in effect is a smokescreen to hide failure of the FCC to really begin tough regulation of crime-teaching and crime glamorization by the networks, which continue their efforts to attract bigger and bigger audiences with shock, terror and crime--contrary to the public interest. On Gardens With food prices, gasoline and transportation costs up and the possibility of some food shortages, the home garden is an idea whose time has come, again. In World War II gardens were cultivated by people who hadn't grown anything for years, if ever. They were fun. Those with gardens ate fresher food--and saved money. In addition, by working their gardens they improved their health. This is the time of year--in our Midwest to begin thinking about our seed and plant needs for 1975. In a few months the tomatoes, beans, potatoes, etc., will taste good, save money and bring much satisfaction and pleasure. Some can be canned or frozen; this summer's crop can provide the industrious family with much of its needs until 1976. A. G. Edwards & Sons, Inc. Weekly Market Review Although the song says that the wheel of fortune goes spinning around, the investment community had almost become convinced it no longer turned but just sank deeper and deeper in the same horrifying direction. Well, the wheel did finally spin around and land on a dynamite market rally. And perhaps even more shocking to the gloom and doom merchants it appears that even the OPEC nations can roll cold dice. The latest stimulant to our market has been growing evidence that the Middle East oil cartel is starting to leak which should mean lower prices and reduced inflation. It appears that despite all the mistakes made by the consuming nations, even the Arabs can't beat the law of suppy and demand. Businessman's Corner LET'S TALK ABOUT NEWSPAPER ADVERTISING Presented to you by Sam Zito Sales Rep. MECHANICS OF TABULATING ADVERTISING RESULTS There are many plain and as many fancy methods for tabulating advertising results. The important thing to the advertiser is that results are tabulated, accurately, regularly, and carefully. The person assigned the task of keeping advertising records should, (1) be the type of person who realizes the importance of the job, (2) be the "bookkeeping type," (3) have the time left over from other assignments to do a good job. Naturally, a separate record book should be used, and this should show results by the number of customers who came in as the result of advertising. This information to be provided by a distinctly marked box on each sales slip for entry of this information, or several such boxes, designating the various types of advertising you use. Also, a separate advertising results slip should be pro­ vided and be easily accessible to all sales personnel, so that people coming in who do not buy can be recorded. The latter slip could be 3" x 5" imprinted as follows: THIS REPORT SLIP MUST BE COMPLETED ON ALL PROSPECTS WHO DID NOT BUY. INDI­ CATE WHAT PROMPTED CUSTOMER TO COME IN AND WHY PURCHASE WAS NOT MADE. Newspaper Advertising New Prospect Other advertising & Type Old Customer Note here briefly any misunderstanding of our ad vertising mentioned by prospect and reasons given for not making purchase today. Preferably at the end of each business day, all sales slips and prospect slips should be recorded in the adver­ tising record book. Show total number of people responding to advertising, by the type of advertising that brought them in, and the total number responding to all advertising. Show total dollar amount of sales made to all customers, regardless of source, and total number of people brought in by advertising who did make a purchase. At the end of each month the grand totals of the various categories will begin to form an advertising results picture that will amaze you and, at the same time, regenerate your own thinking on the need for a continuous newspaper advertising effort with planned regularity: Newspaper advertising WILL get results, there is no doubt about it, but the key to you being aware of these results is insisting that all personnel cooperate in keeping the results records. Only management's placement of great importance on this matter will put it in the proper perspective with employees. If necessary, conduct a special meeting devoted to jjistilling the importance of getting the advertising results information you must have for complete record-keeping. There is really no excuse for saying, "I do a lot of ad­ vertising. but I don't know if it really does me any good or 1 . » * not. NEXT WEEK: EVALUATING NEWSPAPER ADVER TISING RESULTS #5: I TAX FACTS (This is the fourth in a series of articles on ways you can save money on your Illinois State Income Tax return this year.) Military pay and allowances, earned while a resident of Illinois for active duty or an­ nual training are not subject to Illinois income tax. Servicemen A week ago the standard Wall street dogma was that the market was sharply overbought, that it would go back to Dow 670- 680 and fill the gap, and that would be the time to buy. These predictions made us confident of at least two things (1) with almost everyone looking for it, a correction would not develop at that time and (2) that Dow 670-680 was either too optimistic or too pessimistic but certainly not right. Well, in their classically perverse fashion stocks hardly paused last week before resuming their advance. In a continuation of this upside momentum, the Dow industrials made a new recovery high yesterday.. We have often stated in this market report that we believe it is a major error to tell the market what it is going to do but rather one should attempt to figure out what the market is doing and get with it. Obviously, the Dow is up approximately 180 points since early December. Many stocks have doubled and by past standards we should get a correction. However, if the obvious worked, the market would consist of all buyers or all sellers, and it is important to note that all these obvious factors were basically also true a week ago. At this time, however, there are several differences -- fewer now seem to be looking for a correction and optimism is up which probably means more people are now "on board". Although we see the market going somewhat higher very short term, we would raise some cash in trading accounts and assume a more cautious posture in long term accounts. 9* HOUGHTON HEATING • Air Conditioning • Gutters PHONE 385-5476 McHENRY EARL R. WALSH & JACK WALSH INS. F i r e , A u l o , F a r m , L i t 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 4410 W Rte 1?0 , McHenry 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. Freundjnc. Case - New Holland 4102 VV. Crystal Lake Rd. McHENRY Bus. 3854420 Res. 385-0227 McHENRY HOBBY SHOP FOR ALL YOUR MODELING NEFHS 3318 W. Elm (NEAR RIVERSIDE DR. McHENRY) 385-7122 DR. 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 t 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 & 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 I I R E C U RADIAL TIRES FOR ALL CARS Europa Motors Inc 2318Rte. 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 W. ELM STREET it RADIATORS * Cooling System Specialists • A/f? CONDITIONING * Trailer Hitches Fabrication it STEEL SALES • Welding & Ornamental Iron • Frozen Pipe Thawing WORK GU4 STS ADAMS BROS. w v OoD-U<oo McHenry (Next to Gem Cleaners) who were residents of Illinois at the time they entered the service do not cease to be residents of Illinois soley because of their assignment elsewhere under military or­ ders. A man domiciled (a resident of) Illinois enters active duty in the Armed Forces and is sent to Texas for duty. Money paid to him by the military while in Texas is not taxed in Illinois. However, any other income is still subject to Illinois Income Tax as long as he remains an Illinois resident. Should he work an off duty job in Texas, his income from that job would be taxable to Illinois. Although military pay is reported with other income, it is subtracted from the total income reported on the 11-1040. Active duty or annual training includes duty in U.S. Armed Forces, U.S. Armed Forces Reserves or National Guard, service by U.S. Army Reserves and National Guard during national emergency, and time spent in Reserve Units or Illinois National Guard annual training. , Time spent at weekly or monthly Reserve or National Guard unit training meetings is not considered active duty. Military pay earned while a n^n-resident is not subject to Illinois income tax. A non­ resident serviceman claims the adjustment on Schedule NR of 11-1040. If a resident of another state is stationed in Illinois and his or her only income is military pay and allowances then it is probably not necessary to bother filing an Illinois return. A part-year resident seviceman subtracts on line 4d of 11-1040 the amount of Military pay earned while a resident. PUBLIC PULSE (The Plaindealer invites the public to use this column as an expression of their views on subieets of general interest in our community. Our only request is that the writers give - signature, full ad- dress and phone number. We ask too, that one in­ dividual not write on the same subject more than once each month. We reserve the right to delete any material which we con­ sider libelous or in objec- tional taste.) "Editor: "If the Spring Grove village board meeting of March 4 accomplished anything, it was to make abundantly clear that the proposed Comprehensive Zoning plan for the Village of Spring Grove and the surrounding 1V2 mile area must NOT be ratified by its April meeting as Mayor Lyle Thomas indicated was their target date. A petition presented to the board and" the zoning com­ missioner, Police Chief Willard Bychowski by Catherine Kelly on behalf of the property owners of Spring Grove specifically stated they were '...against changing our present zoning, and if need be, an investigation be made or a court hearing held as to see why or how the Village of Spring Grove will benefit in the proposed new zonings, as the proposed zoning thanges are detrimental to many property owners. We feel that the Zoning board reconsider its proposed changes.' "Only about 5 percent of the people seemed aware of this major step being taken by its village board which had given the minimum legal required publicity by placing the proposed zoning map in the post office and publishing a legal notice of a public hearing in the local newspaper. The local Zoning board, headed by Police Chief Bychowski, claims responsibility for development of the new zoning code. Evidenced by favored zoning given to some people and detrimental ones given to others shows an obvious lack of professionalism and knowledge in drafting the plan. Many village properties are not even included on the proposed map. "Although the board may amend the map after ratification, the individual property owners are stuck with their decisions. Many proper­ ties, in and out of the village, do NOT conform to the requirements of the new zoning classifications, thus rendering" these lots unsuitable for building, resale, or investment. After careful study of the map, one can see how it greatly favors prospective developers. Yet,we are told, this plan is for our protection. "Persons present at the board meeting from the unincorporated areas covered by this Master Zoning plan were led to believe that this ST. Patrick's Day St. Patrick, the patron saint of Ireland, died on March 17, 493. The anniversary of his death has been celebrated regularly in recent times by not only Irishmen but those of many other races, and not only Catholics but those of other faiths. In fact, the New York organization in memory of St. Patrick, the Friendly Sons of St. Patrick, was organized by both Irish Catholics and Presbyterians, and its first president was a Presbyterian. ^ The most famous tale about St. Patrick is the one which tells of his banishment of snakes from Ireland. Yet Cardinal Moran, who some years ago wrote an article on St. Patrick for the Catholic Encyclopedia, fails to mention it. He does mention the ordeal of St. Patrick when he was surrounded by demons in the shape of vultures, and tells of the drown­ ing of the demons in answer to his prayers. Whatever the tale, and there are those who believe sev­ eral different versions, a great number of people enjoy cel­ ebrating the anniversary of the death of St. Patrick, in the middle of this month, every year. Irishmen, particularly, take pride in the occasion, and on some occasions in the past they have even brought pieces of the "ould sod" from Ireland to observe the occasion. j plan would have no effect on them or their property what­ soever. They were told the proposed zoning changes for them could not be implemented by the village unless and until they became part of the village. This could only happen when and if a person's property Were surrounded on three sides by village property, annexation by referendum approved by 51 percent of the voters, or by institution of 'home rule' by referendum, giving the village board a sovereign political base with absolute power and control. (Robert Popelka, board member, requested information about 'home rule.') "The above is true, with a couple of exceptions. Having talked with the McHenrjt, County Zoning board and the County Planning commission office, I was informed that when a person applies for a permit to build a fence, con­ struct a' building, etc., the village board could file a protest which would automatically result in an indefinite period of waiting and uncertainty before acceptance or rejection by the county. The protest may reflect a legitimate concern, or merely be one of personal harassment or discrimination. In addition, ratification of a Comprehensive Zoning plan gives the board power of recommendation to the county to approve or disapprove a request. Again, this is for the property owner's protection! "It isn't commonly known to most people, including some members of our village board, that the NIPC (Northeastern Illinois Planning commission) has a Comprehensive Master plan for a six-county area in­ cluding McHenry, Cook, DuPage, Lake, Kane, and Will. In addition to giving advice to local officials on planning, they also aid developers to extend the implementation of their own Regional 'Finger' plan. The RTA was one result of their planning. Spring Grove fits beautifully into their scheme of things. Since railroads represent 'fingers' along which are lined heavy industry, manufacturing plants, town- houses, high rise apartments, etc., although, 'locally' plan­ ned, our zoning map fits into 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 MM! CALL JOAN STULL 385-:5418 DORIS ANDREAS 385-4518 tV :V & v> MOW WELCOME the larger plan of NIPC. All of this for our protection! "Is Spring Grove really being protected or destroyed? Do the people want an urban metropolis with all the con­ veniences and problems of a city? Or do we want to maintain the semblance of a rural community with fewer con­ veniences, but more privacy, more freedom, and peace of mind. If the answer is the first, it is difficult to understand why people came out here in the first place. If it is the second, then I believe there is a great need for the people to have a comprehensive plan which will substantially insure a way of life desired by the people. This is not something which can be decided in a few months by a few people, but must be decided over a long period oi time, by all of the people in the com­ munity! We must make a choice. "Do we want more controls- less freedom? "Do we want an open in­ vitation for greater population and its attendant crime? (Chicago rs currently spending 73 percent of its budget for 'protection' of people and property, and people still aren't safe on the streets). "Do we want higher taxes with lower property values by poor zoning? "Do we want restrictive ordinances controlling animals, horses specifically? "Do we want a substantial loss of wildlife and natural habitats? "Do we want greater air and water pollution from industrial emissions? "Do we want farms replaced with shopping centers apart­ ment buildings, and parkng lots? "We must answer these questions! "Out of the goodness of its heart, the village board has seen fit to grant us one more public hearing before ratifying our 'protective' zoning plan. If you care enough about your future and that of your town, be sure to come to the Spring Grove town hall on March 18 at 7:30 p.m. We must demand the right to have a voice in our own destiny. "Christine Mosier "Spring Grove" OUR TOTAL ENVIRONMENT By LESTER W. BR ANN, )R. President Illinois State Chamber of Commerce KNOW YOUR AREA-ROYAL WELCOME DOES II BEST * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * + Jf * * * * Your environment is being regulated more than - yi>u may suppose. "" In fact, there isn't much you can do today that is not touched in some manner by existing or proposed environmental regulations or the consequent eco­ nomic effects. That includes driving your car, buying a can of pop and going shopping. There is much public awareness of efforts to clean up the air and water. But there is little aware­ ness of many of the other environmental programs that affect oiir daily lives. lake for example the indirect source regulations now undergoing the state hearing process. Among other things, these regulations relate to pollution caused by cars and delivery trucks going to and from --and passing by, for that matter --shopping areas. Another set of new regulations now in the hear­ ing process at the state level concerns toxic sub­ stances. These would new standards for die handling and transport of many of the common and not-so-common chemicals used in industry today. Or consider the new container deposit regulations, the subject of the recent Illinois Pollution Controls" Board hearings. These regulations would put a sub­ stantial deposit on each non-returnable bottle or can sold in Illinois. There is no question here about who pays --the retailer would collect the deposit from the purchaser. We can also expect other matters to show up on the environmental agenda in the near future. Most affect our daily lives. They call for prohibiting smoking in public places and cutting noise emissions from new trucks and automobiles, and the list goes on and on. Hopefully, more public officials will come to realize that "environment" by definition refers to our total lives --our jobs, our health, our safety, our cities, our neighborhoods and our economy. • yaHaaBgaMaBaaBaa»s«aoBBBaapa83oo«ofc»3>30oofc K0ENEMANN Country Made Sausages, Hams and Bacon GERMAN IMPORTS AND CHEESES A Full Line Of Delicatessen Just east of Rt 815-385-6260 VOLO ibaes f