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PAGE SMX position as private business me Other significant publics inluc Pubï Reafi ns T chique the government, the press, tl Appled b DusneisActiity Broadly speaking, these are tl Applaed o B moncss ctinitypublics with which a large induý try is chiefly coricerned. No' let's take a look at the publii Dighly Essential to Progress dpnds foheralerbsie upon uhîch he salr usn <Cotlned rai Pae Oe) relations when it cornes ta our The first and mast obviousc would herumn o t and ynk attention. Just for the record, these, is the community surrounc bol aegius n a alnsurance let's consider a couple of exam- ing the business establishmer would bgnt al nuac pies ot good public relations. Here in Bowmanville, for exarn comparues would go down with them: yau would have a big de- 1. Bell Telephone Company pie, the braadest and most iri pression-everything collapsed- 2. Union Pacifie Railway portant group or "public" is th red revolution. and blood running Now at the risk of becoming a town of Bowmanville itself. Th on the streets" ti uni ntcresting, I would like successful business man is the ma 'Goo Go!'~saidLeoMeGire.tri leWho makes bis business a "goo -God od" sidLe Mcuieto spend a verv few minutes.on citien"in h uins om "do you mean to tell me that some public relations theories.itiz. e bcibs iti burgiars are keeping the country iBut first, as to definition-there inty hi. He suicies ihis sre, going?"i arc almost as many definitions of sot- hrt.H ed i t "There's no doubt about it,"' public relations as there are pe o theindos ospso inheCosupn said 'Idaho.' ple Who cali themselves publice fteRdCos rteCmu Now even if people fail ta re- relations experts. 1 therefore of- ity Chest. He miglit even donal cognize Eomething slightly speci- fer my cwn for what it is wortn, uniform to th ocal junior ho< ous in ",Idaho's" reasoning, his be- admitting it might be no better 'k- ta.I sot ede lief would bardly justify his pro-an hoping it is no wos -a those things that are expectedo fession i n wret a go iie n n omn ithe public eye. The many others I have heard.* To Angod itzein hea n communit point is this: burglary itself is a me, public relations is the techn n ni-vlp dr theetingsorh d basic policy mistake ini publie re- que of winning and holding fav- selo adgood reputation for birr lations; it inconveniences a great orable public opinion, s tef avdorboinuineos se i maypeople and causes a great I believe it is a truism ta the favoablc piinsf.i"ia maof ofdece.ogmn success or failure of any organiza- One of these smaller publics- Practicai Test tion depends on public opinion, a most important one-is the eus Howver a I aideaîie, i'sNow, let's look for a moment at tomer group-tbose members c Hoenoughs t adebad lic thste term public. In public re- the community Wbo are in thi easy eog odtc a ïbi lations work, the word "public" market for goods supplied by thg refers to those people wbose op- particular business concernec inions are important to us. Strict- This customer group, of course ly speaking, they are the people can be broken down into smallei iwhom we are trying ta impress segments, each of which mnVst bE AI Ifavorabîy. In Canada we have a appealed to in a particular way ALL population of approximately 1. For example, the men's haberdas. SKI~ U T~million. We refer to these people hery is largely interested in tii as the "Canadian public." But maie customer public, and its ad- SKI S ITS Iwe cannot please ail of the people vertising and sales appeals arE AND ail of the time. Thats why inl designed to attract the attention 1 1 industry, ta simplify a very large of men. Similiarly, the variouç WIINTER public relations job, we attempt products prepared for the femnali to break down the general public customer public are packaged and -into a number of smaller publics displayed and advertised in a way C QAT SETS -each of which is a separate and that will make tbem attractive to significant group. women. Another, and equally Customer Contact obvious public is the group a: selling One of these important publicscide Wh onaptnil AT for example, is the customer market for toys, bicycles, and sc group. The consuming public is on. Each of these, then, is a sep- BEL'~T C ST the one upon whicb a company arate public, and eacb has ta be BELOW COST depends for success- it is the catered to specifîcally if the inter- BROKEN UNES AND group wbich buys a company's ested business is ta succeed. COLO RAGESproducts. This group is reached Dealer Angle COLOR ANGESthrough national and locail adver- Another of the publics mention- tising, through radio programs, ed in connection witb the large bilîboards and ail the recognized manufacturer is the dealer group, media of consumer advertising. Conversely, we might say tbat a Actually ail of these paid publici- very important public ta the small KINGCOT FLANNELETTE ty techniques are used to seIl the business man is the group of sup- product-but tbey are designed pliers and salesmen from whom Crib ta win good will for the company he obtains bis stock. There is no as well. Another group, also a need to tell anyone Who bas 6een B ANK TS very significantpublic, is the bo- through the recent period o operations. An entirely differ- consumer goods how important $ 1.65 a pair ent appeal or set of appeals must good relations with suppliers can be made ta win the approval of be ta the average business man. these people. Tbey are reacbed It pays ta keep dealers and sup- tbrough inserts witb dividend pliers in mind as a specific group cheques, annual reports, invita- with which good relations must THE tions ta attend annual mertings be maintained. We neyer know ~ and so on. how soon goads may again be in TOT TO GERY Stili anather important and sig- "short supply"-and it's a good ~ BRNICECOLIS nificant public is the dealer graup idea ta store up a lot of dealer Proprietor d .Aanadfern e friyday. 57 .Ipug St. E. - Bownianville appeals is necessary. Dealers are The Press <Opposite Balmoral Hotel) supplied witb sales belps, adver- A fourth "smaller public" Is 1 tising material and suggestionsg formed by members of wbat bas 'that will help them improve their been called the "Fourth Estate" en. ide the Dy- the us- )W, ess of nt. nu- ni- an in- !a- )rt n- all of ,e- n- e e d. re er )e ie Iis le )f r t r a e 1j t, THE CANADIAN STATESMAN, BOWMANVTLLE, ONTABRIO *THRMDAY, FEBRYARY 4.14 amers D New Attitude 1 Fortunately, the familiar-and finsolent-wartime ery of 50 many fpeople in a service position - t"don't yau know there's a war 1on?"-is a tbing of the past. Thera is now a "peaca an"-and we sbould expeet ta sea tha return of Prewar relations betwean ouysel- vas, aur employees and aur eus- rtomars. In fact, wa must strive ito, ra-astablish that relationship a n a favorable basis. And we can best approach this prablem 'by tbtinking of aur amployeas, as a public upon which we dapand for success-which can belp ta build favorable opinion amangst the variaus othar groups. Many bad aspects of the unna- 1racentiy hatwaan employars, cm- Iployeas and customners were part of tbe aconomic phenamanan re- ferred ta as a 'sellar's market." The seller's market, in fact, was witb us for aight years-it etarted in 1939. And until a short time ago it was sa easy ta sali goods, when we had them, that wa now b'ave young people on aur pay- rails wbo hava neyer faced a real selling problem. As a mat- tam of fact, a great many such em- ployees hava practically no idea wbat the word seiiing really imeans. Buyer's Market The -buyer's markat, at last, is mretuning-and with a vengeance. Today's bîgh pmîces ara making the custamer publie pretty chos- ev. And, as prices and the supply of goads. raturn ta normai wa are soon going ta feel, once again, that the "customer is always riglit." We will have ta iearn bow ta sali ail over again-and we'Il have ta learn ta ha saiesmen of the type I heard about up in Gra- venhumst last umr Now in eoneluding my remarks, I would lika ta mention briefly a broader aspect of public rela- tions work. As mast of you know, there bas been a gowing desire on the part of many individuais, goups and organizatians ta do a "public relations job" on behaîf of the free entemprise systam. AIl the pragmams wbich hava been devised along these lines to data take the same basic form-thay endeavour ta "seil" aur systam through advertising and aduca- tional publicity which is designed ta off-set prapaganda from graups, oppased ta free enterprise. Frac Enterprise It is bard ta say just wben this urge ta saîl free enterprise ha- gan. It is eertainly an outgrowth or aftermath of the war; it is ai- sa an answem td the challenge whicb is inherent in foreigru id- cologias which are being pmaach- ed on every band. The cause bas been taken up by the National Association of Manufacturers in the United States, who next week lin Naw York City will eau ta- gethar 650 public relations axecu- tivas of member campanies ta discuss, for the third time in three years, plans for advemtising and publicizing the systam in com- munities in whicb member camp- anies ara locatad. Similar programs ara becoming fait in Canada. Here the C.M.A., Canadian Chanîber of Commerce, and a number of ather graups are tmying ta do their part in this gi- 1 gantie public relations job. And theme is nu doulit that the combin- ad efforts of such higbly tbought of groups will bave same affect on the minds of the generai Cana- dian public. Incidentally, of course, there are many less re- spectable graups wha are "climb- ing on the bandwagon"-for their awn salfish ends. This is only ta be expected-and, in the long run, I do not sea haw they cao do more harm than good through Plumbing Hot Water Heating Repairs Agent for 0lI-0-Magie 011 Burners lstalled in Any Type of Furnace jack Brough Phone 2384 3 Ring st.W. For Everyone For Chlldren Meehanical Valentines and Cut-outs 2 for le to 5c each Valenline Cards Se to $1.00 eaeh For Valenline Parties Serviettes, Streamers, Seals and Cut Outs Valentine Gifis !or prizes and remembrances J. W. JEWELL "BIG 20" PHONE 556 27 King St. W., Bowmnanville New Artificial Insemination Centre for Central Eastern Ontario -the local press. The average business man thinks of a newspa- per as an advertising medium sur- raunded by enough local and in- ternational news ta maintain its boasted circulation. Actually, the newspaper is much mare. Be- sides a goad advertising medium, it exerts a great deal of influence on the public mind-it is a prime molder of public opinion. Every business man shauld be acquaint- ed with the editorial side of the loc*à press - and should try ta maintain what is commonly called "good press relations." Employees 1 mentioned earlier the fact that industry considers its am- ployees as one of the important publics.with which goad relations must be maintained if passible. It may sound sligbtly incongru- ous, but the small business man, employing only two or three or four people, bas an equally im- portant employee relations proli- lem. As a matter of fact, a man's empioyees ,even in a small busi- ness are bis number ane public. The mannar in wbich be deals with these employees will dater- mine, ta a large extent, bis repu- tation as a business man and the success of bis enterprise. In many surveys that have been made on the subject, it bas been shown that a parson's job or place of wark providas one of bis most important topics of conversation after working bours. A man's at- titude towards bis employer is ra- flected in tbe tbings be says about bis boss ta bis wife, and family and friends in the evenings. If he likes bis boss, be becornes, in- advertently, a salesman for bis boss's company-and an ambas- sador of goodwill wbo can con- tribute ta the success of his em- ployer's business by speaking of it favorably. If, on the other ruand, be bas a "gripe" against bis employer, the chances are that 'us after-work remarks will tend to break d-own and destroy the boss's efforts ta maintain good re- ations witb the public in general. Employees, then, in any busi- nuess, are potential moulders of public opinion for or against the campany employing them. Tbis 'act is most important ta a busi- ness in which employees deal di-t rectly witb the public. In any ra- ail store, the majority of contactst nade with the consumîng public 1 are made by sales clerks. At the1 point of sale, the actions of thesec mployeas are bound ta leave an impression on the minds of eus- His Excellancy Viscount Alex- ander, Gavernor Genaral of Can- ada, inspectad a special guard of banor made Up of OverseasVet- erans Club members when ha vis- itad the New Toronto plant of the Goodyear Tire and Ruliber Com- pany of Canada, Limi ,tad at 10 a. m. today. The Governor Ganerai was ac- eampanied by bis military sacra- tary, Major Genemal H. F. G. Let- son and an aide - de - camp, Air Commodore A. D. Rose of Toron- ta. At the factory entranca His Ex- ceilency stopped ta shaka hands with Bob MeGregor and Dan Wil- kinson, Goodyear amplayaes, wha last bath legs in military service during World War II. The visitors were conducted on a trip through the tire factary by a group of campany officials,I which included A. G. Partridge, president; R. C. Barkinshaw, vice president and genaral manager and president of the Canadian Manufacturers' Association; A. W. Denny, vice prasidant in charge of production; 0. H. Barrett, assis- tant ta the presidant, and H. O. Alîman, plant manager. Poor visibility is an evar-recur- rigtraffie bazard at this time of year. Frost or spattared m ud may cloud the windshield. Snaw flur- ries may put an extra strain an i the driver's vision. Early darknes brings an added handicap. Sa the Ontario Dapartment of High- tways cautions: Keep windshield and hadlights dlean and eyes sharp, and see wbat happens. The Lord's Prayer is not, as soma fancy, the aasiast, the most1 natural of ail davout utterances. It ray he ommitted ta memory quick]y. but it is slowly learned Frayer is flot overcoming God'.s raluctance; it is laying hold of His highest wiliingness.-Trenci. Record CoId Snap their particular advertising and publicity techniques. However, I would lilce ta offer my own point of view in this con- nection. Story to Tel I agree that industry bas a story ta tell. Industrial production ils directly responsible for aur pres- ent high living standards. But I don't believe that advertising and publicity techniques, by themselves, can seli the free an- terprise systam to those who don't believe in it or wbo are doubtful about it. I beliava that the public rela- tions job which is ta be done on bebaif of free enterprise must, lika charity, bagin at home. I believe that it is up ta every in- dividual employer -whether bie empolys three people or thirty thousand-to see that bis am, ployaes becomne champions of the system if bie, himself, believes in it. Emplayers must first rftake necessary polîcy changes within tbeir own places of business- and then talk about the resulting banefits in the columns of the local newspaper. Public relations is not publîcity. Publicity is merely a tool of pub- lic relations-a tool ta be used on- ly after basic policies have been established wbich are sound and honest enough to justify some modest boasting on the part of business. Cornmunity Levai In short, I beliava, with C. C. Carr, diractor of public relations of the Aluminum Ca. of AiTerica,t that the job bas ta be done on ai personal, humane basis at tha em- ployer-amployee level. I believe the fallowing statement by Mr.t Carr is one of the mast profoundS ever made by a man in the pub-f lic relations business. Mr. Carr d says: "If ail business, from the smallest ta tbe largest, could ac- hieve bigh! favor in its awn homen cammunities, there would be noat need ta go furtbar. AIl the pub- lies that affect tbe welfare of bus- iness in general would be wonfly- er by individual businesses in lit- c tle cammunity graups. The sum e total of ail these individual im- P pacts would add up ta general ap-b proval of 'business as a wboie by f the peopla as a whole" a Prasident Mal Dale conveyed tbc tbanks of tha club ta Mr. Dur- 9 kmn on motion of Rotarian Art t Hardy, cansulting superintendent of Goodyear- Bo wmanvilla, wbich braugbt hearty applause. e( Congratulations faîl ta Lamne Dorean and Mrs. Doreen an the 8( arrival of a daugbter and bis Ro- ary colleagues greatly anjoyed -us gift of Havana Perfectos. Jack P Griffith won birtbday flowems. P ruary 2, with a rise to 20 above. The nine-dlay session was *t.. tributed ta an arctic blast of cold air that shivered citizens in Whte River at 43 below. Fortunate]y in most parts of southern On afri& there was little snow or wind aÏu4 people appeared to enjoy the ex- Cattle breeders in the central part of Eastern Ontario unani- mously approved of »the arganiza- tion of an artificial insemination centre in the area at a meeting held in the Queen's Hatel, Belle- ville an January 27. Agricultur- ai Rapresentatives and interested cattle owners from the Counties of Prince Edward, Frontenac, Lennox, Hastings, Northumber- land, Durham and Peterboro were in attendance. J. A. Garner, Director of Exten- sion for the Province, acted as chairman and in bis introductory remarks made reference ta the fact that there are tbree licensed units in Ontario. A unit with headquarters at Kemptville is serving cattle breeders in nine counties of Eastern Ontario, one at Mapla in York County is pro- viding service in five counties in that area, wbile the newly argan- ized unit is now operating in Es- sex County. This unit may even- tually extend, its opemations ta neighboring caunties. % W. P. Watson, Associate Dimec- tor of the Ontario Live Stock Branch, autiined the terms and conditions of the act ta contrai artificial insemination in the Province, passed at the hast ragu- lar session of the Ontario Legis- lature. He emphasized the fact that success in this type of breed- ing pragramn depended upon the ability of a centre ta provide tbe baît possible service at an attrac- tive rate. Experience bas demon- strated that volume of business is tbe greatest single factor in re- ducing cost of aperations. As a cansequence the Depart- ment of Agriculture is prepared ta grant units an exclusive hicense ta operate in a defined territory. In return for that privilage the Department will insist that high class sires lie maintained, compet- ent technicans ha empioyed, com- prahensiva records relative ta breeding efficiency be kept and finally that the service be given at or near cost. Upon complianca with these re- gulations units will qualify for bhrea types of grants. One grant will caver 33 1/3 % of the cost of land buildings and technical equipmant required in the estabi- isbment of a beadquarters. A second grant wili be equal ta 33 1/3 % of the cast of eacb bul naintained, wbile the final grant payable at the end of the calendar yaar will amaunt ta 50e par cow inseminated and presumed ta liel in caîf. Thosa in attandance at the Belleville meeting fait that with ucli generaus assistance avail- hile it should ha passible ta or- ganize a strang unit in, the area. This unit will ba a fadaration of local units, with each local being epresented on the Board of Di- ectors by its president. One cen- trai bull stud will ha establisbed from which semen will ha sbip- ped ta lacals- as often as may ha aeemed necessary. Belleville xvas suggested as the mast likely loca- on for the headquarters. It was generally agreed that 3ervice should lie confined ta Hol- baein cattia at the commencement )f operations, with provision bc-- 'ug made, for the addition of otb- ýr braeds when the demand rea- lied the point whare sueh added ;rvice was justifiad. Fred Hubbs of Bloomfield was Iected president of the organiz- îg committea witb D. H. Miles, cting Agricultural Rapresenta- ,va at Picton, serving as secra- ary. Chairmen were appainted or each of the counties concarn- d. Meetings wiUl le held hraugbout the area during the .tter part of February far the irpose of completing the organ- zatian. The membersbip f ae wîll ýe $25.00 and will ha for lifetime, lration. The objectiva is 600i embers, this being the mini- um number nacassary ta pro- de the capital raquirad ta estali- .h tha centre. %0V. General Visits iRecordsI - - V. Monroe - V. Monroe - -- i * Tex Baneke -Sammy Kaye *Glenn Miller - Phil Harris - - Phil Harris 'n Pride - Louis Prima Lbumn RPIECES"I .75 Shop~ EALER Phone 573 Monlght Cocktail - It Hanened in Hawaii Some Little Bug - - - Ding Dong Daddy Loaded Pistols, Loaded Dice- Now You've Gone and Hurt My Southeri With a Hay and a Hi and a Ho, Ho, Ho My Flan-u Went Out Last Night A New Glenn Miller A "GLENN MILLER MASTE! Album P-189 price $3 The Radio YOUR R.C.A. VICTOR DI 38 King St. E. Bowmanville T0N1 TON1 CHARM J CHARM Permanent ecfill Kriuri Reflîl $2.50 $1.25$15 Low Prices Softerl Safer 1 Blondex Snampoo --, 23e Lactogen -- - - 69c, $1.59 Corega Powvder 23c, 39c, 69e 100 A.S.A. Tablets ---- --cg 25e Noxzemna Crearn 19c Lunch Kitri 85e ThermoF, Bnttlcs S1-19. Sl.50 Flashlights $1.50, $1.65, $2.25 Kodak Cameras - --- 3.75 $6.25 - S7.00 - 11.25 Nyalon Hair Brushes S2.25, .U300, $4.00, S5.00,$6 Bab:- Hair Brushes 1.10, 1.57 ýStops Branchial Coughs $1.00 bottle SNYAI. PINOL oli.e owoy t h. cOughl PI.0oant oo - w NYAQUA NOSE J tl f t . m th i n g a n d c o o n g it hoi à -worcbo NYAL CRE0pH05O ' Jbr,g bock POP, peed ,.covey .o alitfe lor doily helps b ord off coldsI Phone 695 1 2 IN BOX 33c1 Winter Tonics lVampole's Extract -.- $1.00 Scott's Emulsion .59c, SI.19 Neo Chemnical Food Liquid 51.35. $2.95, $4.95 Capsulcs $1.45, S2.65, S,5.9.5 Ayarst 10D Cod Liver 011 67c, $1.69 Certlflad Malt and Cod Liver 011 59C. 98c'. $1.69 Kenler's Malt and Cod Liver 011 9)ac, $1.50 Hlot Waier Botiles - ----- - - lt. Famnily- Certificd Film Deeloei nd rling----20' Eyes Examined Thursday - 2 p.m. to 8 p.m. Optical Repairs COWLUNG'S DRUG STORE Hand in Hand - - - - - F. NMartin Don't You Love Me Anymore Peggy O'Neil - - - - Dennis Day, Mickey Let's Pick Un Whare We Left Off T. Dorsey Lîke a Leaf in the Wind Two Loves Have I1 Perry Coma 1 Neyer Loved Anyone I Lookats $1.00 up W estfield Yeamartatte $24.50 15 jewel gold watch. Dainty leather band. $19.50 Diamond engagement ring, 34-paint stone. Speelal $160.00 44*m rr's J ewellerv StUre Ear Rings tram $1.00 Films~~~~~W FitoedadPine 2 COWIING'S DRUG STORE Tue John T. McCreery Optometrist M, &OMO 1 1 The Latest 01 There'l Be Some Changes Made Dardanella In a Little Book Shop, Passlng Fancy Oklahoma City - Lone Star Moon Oh What 1 Knoiv About You It's Kind of Lonesome Toîîlght The past week bas heen the second coldest in eastern Canada How fast Is speeding? Is il in the past h0 vears accarding to speeds abave the legal limit and records of the weather bureau. anhy those speeds? The Ontario Not since 1898 bas such low tem- Department of Highways says that paratures ever been registerad everyone using the roads and tbroughout Ontario. streets will ha safer if drivers Starting Friday night, January realiza that any speed which is 23, when local thermometers re- toa fast for the condition of the gistered 20 blow the cld snap car, for the condition of the roads, prevailed at a uniform lavai un- or for the weather condition%&J" tii Tursday night, January 29 an unsafe speed. Don't te when the mercury toucbed 24 ha- hurry ta get hurt! 11 low an King St. thermometers. Many men make money but Tbe break carne on Monday, Feb- manay neyer màda a man. 1 1 -. 1 Glasses Pitted