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PAGE EIGHT THE CANADIAN STATESMAN, BOWMANVILLE, ONTARTO THURSDAY. MAY 3lst, 1951 Your Newspaper and Your Business As Seen hy a Successful Executive Off ers Some Real Practical Advice The foliowing article appeared in "Merit News," the house org- an pubiisbed by the Industrial Acceptance Corporation of Mont- real, a copy of which was sent to our office. The ideas expressed ln this article coincide with our own tboughts, so we pass them on* ta Statesman readers, hoping local merchants particuiarly, wi]1 take time to read them-and act on the suggestions so ably ex- pressed.-Editor. Good Relations With Your Local Newspaper are an Important Part Of Good Relations With Your Community in Generai Vitually every automobile or appliance dealer operates in an area served by a newspaper. Through its news columns and through its advertising space, that newspaper exerts a tremen- dous influence on the commun- ity. For every dealer, then, good relations ivith the local news- paper can be a long step towards good relations with the com- munity-at-large. Most businessmen everywhere recognize the important place the local newspaper accupies in any communite. Most of thema want to bave friendly relations with the papen which serves their cus- tomtrs and prospective custom- ers. Many of thcmn have. Oth- ers don't quite know how to go about it. And some wind up withi bad press relations simply be- cause thVr try too bard in the wrong direction. Yet thene is no magic nor wiz- ardry aeeded in establishing friendly relations with your local paper. It isn't an expensive pro- position eithen. In fact, it rep- resents probably the cheapest way of ail of establishing a firmn foundation for good customer re- lations. As in most cases of tbis ]ind. there are a few things that should or could be done and a few things that shouldn't be done. Positive Side Taking the positive side first (we'1l come to the things ta avoid later), here are a number of weys in which you, as a mercb- ant, can derive the greatest bene- fit from your community news- paper: 1.-Use its advertising space. There is no reason for suggesting this, other than the fact that almost invariably it is good bus- iness. Your newspaper's adver- tising columns represent a tested1 method of reaching regularly al your customers and prospectivei custamers with your sales mes-j sage, presented how you, want it and when you want t Pick up any copy of that paper1 and just take a look at the adver-1 tisers in it. . You'1l find the corn- er drug store, operated by an in- dividual businessman; and the corner bank, which. is part of a mighty financial chaîn. You'ii find the neighborhood shoemak- er and same o! Canada's largest manufacturing o r g a n i z ations. They ail advertise, for no other reason than that it pays off. In ail probabiity. it wiil pay off for you too. 2.-Get to know the keymen on the paper. You'Il find they are interested in you. Tell them about your business-not withi the expectation that they'il im- mediately burst into print with some story whieh is wonderfui pubiicity for yau, but merely with the thought that whenever and if ever they want some informa- tion about something reiating to your business, they will think of you as a source of information. And once you have met them, keep upyour contacts with them. You probably xviii sec them reg- ularly at community affaîrs, meetings, service clubs-the vcry places you would want to be yourself as a community leader. What kind of information might they want from you somne day? Tbere's no way of forecasting that, because it will depend on the news of the day. But just as a possible sample, there is much talk of steel diversions and oth- er shortages of consumer goods these days; how is that affecting supplies. prices, of your panticul. ar produets in your community? What çloes the future look liko, in terms of supplying consumer demands? 3.-Wben you are asked ques- tions by your newspaper, answur them to the best of youn ability- and answer tbem fast. Don't hedge, and don't give half-an- swers. Above ail, don't give an- swers which you know are in- correct. If you feel you could get more accunate information from a supplier, tell the papen that and cali them back with the details aften you have taiked to the supplier. If you can't answer a question, say s0 frankly and say why you can't. If something confidentiel is invoived. the papen will re- spect its private nature. The newspaper shows its confidence in you by asking you the question ini the first place. You can show your confidence in the papen by answering frankly and complete- ly. 4.-If you have samething in your business which you think might make news, tell the paper about it. It might be a new mo- del. a new addition ta your build- ing, a new method of operation or anything else. Whatever it is, let your paper knaw, and sec if they consider it worth a story. If they do want to run a story about it, help themn in every way IT 'S VACATION TEIME IN CANADA - From sea to sea in Canada Canadians from ail waliks of ]ife are once more making vacation plans - and Canadian Pacifie is no ex- ception. Staffs are I'usv preparing for a banner year at C.P.R. resort hotels across the country - ail of \Vhiâh-will bc opefin.g in June. Mile-high golf at Banff Springs, in the Canadian Rockics, or Trail Riding there; regal living at the Digby Pines (seen above) and happy days exploriing the seashore - al Canada's vacation wealth is to be found wait- ing at any of the C.P.R.'s resort hotels. The Pines, at Digby, N.S.; the Algonquin, at St. Andrew's-by-the-Sea, N.B.: Devil's Gap Lodge, near Kenora, Ont., Banff Springs Hotel, Chateau Lqke Louise arid Emerald Lake Chalet in the Canadian Rockies. In addition, the Chateau Froieimciii fascinating Quecbec and the Empress in beautiful Victoria are year- round meccas for tourists. you can to obtain 1!1c niater-jil they xant. If thc3- dont con - sider your idea worth writing, about, aceept their decision with- out argument or bluster. Newspaper people know their business as well as you klnowý yours, and if the 'v dec ide iliat a story hasn't sufficenlt intcrest to their readers it can nmean only one thing-the story ha sn't sut- ficient interest in the ligiit of whatever time and space pro,)- lemns are facing the newvspaper at the time. So mnuch for the positive steips e THE ELECTRIC RANGE WITH THE Neyer before has any electric range. . .. any type of cooking equtpmet .. . made so rnany Vital contribu- tions to cooking ease and perfect -resuits as this BIG, NEW Westinghouse. Only -in Westinghouse can you enjoy the advantages of the Super-Size "Miracle Oven" with its Even-Flo heat distribution *no drafts, no "hot-spots." Only in Westinghouse do you get the extra capacity cooking surface with .4 high.speed COROX units (two giant, two regular>. Seeing is believing! Corne in and inspect this Sreat new Westinghouse for yourself! Extra Large eomitTp Four Carol Surface Uma i Ith Five Con'rolIed Mats Fuli-le lSurace Ligbi Eye-lenti Central Paend Taia-le. Sui00àC*ai. A$amute Tuas fi~Anhm Ouml se"t-l lie isé«do MNa-mauhaisoler Large Warnq @autum .Tw UtIt S mar MU RP ~f APPLIANCE STORE 52 MISg St. W. lowmaiwille Phone 811 vou can take fa makze sure that v ou are gctt.ing the rniost out of your local ncwspaper, wbile at tho saine time are maintainin-h good relations with that paper. Avoid These Pitfalls Now a bit about th-e pitfalls- the basically silly things that pe~ople somoftimes do xvbich are bound to ]oec them ail the news- paper respect the > arc trying [o buîld up. Some of these are bound up in basic principles. Others arcejust petty annoyances to a ncwspapcrman. Ail of thern- are important thingcs ta avoid. Hore they arc: 1.-Dont try to force a pub- licity story on a papcr simply bý,- cause yon are an advcrtiser. Tha3ts the saine as selling a man a car and thon havingý hirn coi-ne bac1 ancd sa ' , -Now that I boughit a car froin vou, I think you shouid give me a refrigerator froce." Yonr advcntising space is somne- thing von bouight boeutse if was uieoli 10 von. A storv in the ncîxS Co1,1-in s musiride on ifs awxn moitis. In other \vords, if mus' ' bc of suifficieut interest tha-t the xcpnonxiii want t tell its reaciors.about it. 2.--Whconever yoai have a storvy wlvhîch -v'-o think is newswonîhv, aixvays prescrit ifta the paper on the bai-is of - ' oit may teedthaf th<s xviii bucof interesttla yoîîr nouccri neeron the basis of suirel to goodncss von can se inicrcst 1o vour readers." Oncý agauin. ilS a nxttcr Ot accepting the fundcanioutal priniciple that uuxspaorpoople lîoow their buts;lness botter than yau know 't. The stor * v mîght ho the most in- tercsting thinz, in the xvorld ta \ au, but that i.;n't what courus. Its iutcrcst to a lot af other peop'e is xvhat soi cride xvhcîher if i.; lu ho i î';ed <ornot. S. t1or gcs't that a paprr uise a stt s il tavor to you, si. npiY ixuýau. e.vou are 'icicdivý wtith is personnel. As a morch- ant, oucanuL go arounul giving fr <onds. Dont ask Youi' news- paper to do10 i br.If ou bhave a good l ipv. a pner xiiivl t hoîr uLse t îs goodc. If <t isutL goi, the tact that tho paper likuýs van xvonf roake h xvent the :ýtor.v env nmore. 4.-Dont ho surprised-and ceriainiv dont complain-if the rai or bondins a stoiy somewvhat differeutiv then you \,oid have xvniiIcn it * aîirsclt. Thene- papeî' doî sut tr ' vta tel vou ho,.v tb scii' aur producfs. Dont gct fihe idea that o ca give the W. D. PARKHURST BUILD)ING CONTRACTOR j%1e Build Anything from a Garage to a Mansion. Solid as the Rock of Gibraltar ]ROOFING A QUALITY JOB AT A FAIR PRICE Specialists in Roofing. Over 800-sq. asplialt shingles appiied Iast year. Vour Satisfaction is Our s l4ccess INSUL-BRICK AND INSU L-STONE SIDING REI>AIRS - ALTERATIONS CU.PBOARDS 2-.2 Grooms Avenue, O SIf A A Phone 433J Dial 3-4274 papen any pointers on how ta sedI its product, which is news. 5.-If you have supplied infor- mation to a paper, dont ask ta sec in advance how it is going to be used. That implies a lack of trust in the paper's judgmcnt. After ail, the paper doesn't ask- you to show yonr product in its production- stage. It waits like ail vour othe r customers until the finisbed article is on the show- room floor. And dont bother a newspaperman with such pett.y details as sending you a clipping of a stony in whicb yvou are in- tercsted. If vou want to sec what was printed, buy a papen. It won't be expensive. Those arc the highliglits of a good approach ta sound relations with our communitv newspaper. Naturally, there arc a lot of other lifile things whicb, over a long peniad. must go inta the cernent- ing of mutual trust and under- standing brotwecn your busine.ss and vour ncwspaper. Like a lot of other things involved in bus- iness experience, the.v have fa ho learnied on the spof, nof pickod up from books. Basically, hoxv- ever, thc 'v ail boil dovn ta good comnion-senso practices. plus the realization thiat a newspaperman is inst another bnsinessmnan do- ing bis own particular job in th-, manner which expenience lias taught bim is bcst. KING STREET E. Native of Solina Victim of Fatal Motor Accident Frank C. Branton, 66 McGreg- or St., Oshawa, died in the Osh- awa General Hospital early Wed- nesday, May 23, as the result of injuries sustained in an automo- bile accident which occurred Tuesday night at about 10:30 on Simcoe St. South. The immedi- ate cause of death was thought ta be concussion. Driver of the automobile which struck the 67-year-old man was William Neuman, 114 Thomas Street. At the time of the acci- dent Mr. Branton was crossinga Simcoe Street just south of John Street. Rushed to the hospital immedi- ately following the accident the injured man was found to have a double fracture of the right leg and a fractured right arm and hand as well as severe concus- sion. Mr. Branton was an employee of Fittings Limited for many years. He worked there in the capacity of foreman in anc of the processing rooms. He was weli known in Oshawa where hee bas lived for many years. Native of Solina The dcceased, who was in his 67th year, was born at Solina and had been a resident of Osh- awa since 1907. He had been an employce of Fittings Limited for over 30 years, and at the time of bis death was a departmental foreman. An adherent of the Unitedl Church, he was a miember of Cor- inthian Lodge, Independent Ord- er of Odd Fellows. His home and bis family were bis main in- terests. Predeceased by bis wife, thc former'Mary Alimna oot, in 1939, Mr. Branton is survived by txvo daughters, Mrs. Evelyn Slyfield and Mrs. Stanley Cook (Muriel) and one son, Orville Branton, al of Oshawa. Also surviving is a sister, Mrs. Eva Keenan of Oshawa. The funeral was held from the Armstrong Funerai Home on Fni- day, May 25, with Rev. Dr. W. P. Fletcher condueting the service. Palibearers were Douglas Tur- ner, Cliff Branton, Harold Keeni- an, George -Keenan, Frank Har'- ris and Sydney Horn. Interment was in Oshawa Union Ccmetery. Lake Shore, Clarke (Intended for lest week) Mn. and Mrs. Gardon Martin visited Miss Lynn MeNeil at Hat- field Hall, Cobourg, and Mn. and Mns. Allen Martin, Brighton. Mrs. W. Baskcrville visited Mr. and Mrs. Frank John's Osh- awa. The Lake Shore Ladies K. S. and C. Club meeting xvas held et the home of Mrs. Bev. Jaynes. Mn. Bill Jeynes spent the weekcnd wifh friends et Niagara Falls and Buffalo. Mn. Bibi Powell /spent the wcckend witb Mn. and Mns. Bey. Jay nes. Mn. and Mrs. Gardon Mc- Knighit and femily and Mrs. 1\1. Huggins visifcd Mn. and Mrs. Chas. Alldreed.1 Miss K. Riches visited Mn. and Mrs. Frank Riches, Stauffville, and attended the wcdding of hon cousin, Mn. Jamnes Riches ta Miss Margaret Heinonen in Kingston Road Unitedl Chnrch, Toronto. Mrs. Chas. Bedwin visited Mvr. and Mrs. Frank Parker, Brown's. Mrs. H. Holmes visited frienils in Toronfo and attended a show- er for ber niecc, Miss Margaret Vallean of Oshawa at the home of Mrs. C. F. Cannon. Mrs. Reg. Lovekin and Mn. William Coulson, Toronto, visited Mn. and Mrs. W. Holmes. Mn. and Mrs. Art Coblis, Bo-- mauville, visitcd Mn. and Mrs. Aif Brown. Nw Ist To Jol Iblue coal' D1 SEojoy PAID-UP Winter Heat S8 Our MHue coal' Budget Plan is a lie ide saver" for pocketbooks. 1 tCs sa easy andi conveflient to pav 4.the 'blile ca' a. orks jtud like a Clinistinas Club-> uitre Ai paid up before 14inter. No red * tape. Terms are easy. ho lime à the JOGET PLAN Gives You 3 SIG ADVANTAGES SP PT ient out pa x.nwle ts. easy terais Lo 0 w orries! foal is <h Ii< cred - in 1 lenty 0of 1ime >0 i re 2 ail paid up before next winter. 3 With this 'blue coal' plan, 11011 .ch <Id buidgets r n lmore 3.sroothly ail year 'round. In the Editor' s Mail 100 Adelaide St., W., Toronto, Ontario, May 21, 1951 Mr. Geo. W. James, Canadian Statesman, Bowmanville, Ontario Dear Sir: The Cana7dian, Cancer Cam- paign is officially over, although donations are stili coming in and will continue to do so until the year's end. Resuits of the Campaign are not yet known but almost all Units of the Ontario Division are very optimistic and feel thz.* whereas they may flot have, achieved this year's greatly in- creased objective, they wiil cer- tainly top last year's resuits. Newspapers have p]ayed an essentiaî part in achieving this success. A tremendous amount of editorial space bas been given to the campaign as evidenced by the enormous numiber of clippings in the hands of Mrs. Fisher, Di- rector of Pubiicity for the On- tario Division. If the advertising department of your paper wvas able to put on any special pro- motion-to arrange a sponsored advertising supplement, for inst- ance-then we should like to hear about it so that we may pass this news on to the Ontario Carn- paign Committee. No doubt you wil be hearing froin the President of the On- tario Division of the Cancer So- ciety, but may we at this agenc3r take this opportunity of thank. ing the newspapers for your splen'did effort this year, as al- ways. to help wage the fight against Cancer. Yours very truly, S. C. Young. The Secretary of the Depart- mient of Pensions of the United Church of Canada, Rey. Harrvr Tîîttle, las recr'ivcd the honorary degrce of Doctor of Divinity from the United Colilee Winnipeg. KING TAXIi TKE LAMO CAB Anyfimne -:- Anywhere PHONE 561 At Nitglt - In Ernergcncy PHONE 922 or 3418 Six Modern Cars Ail Passengers Insured Prompt Efficienlt ServiceVA I Operated by T X Lathangue Bros. SiE ICE WHERE TO LOOK FOR That JUST RIGHT" Homesite For that "j ust right" homnesite you're after look in The Canadian Statesman Classfied ad section. That's where you'll find a Igood selection of lots close in, on the outskirts and in nearby commun it ies. If horne.building is on your mind. TODAY's THE DAY to look for that lot! Turn to the Wlant-Ads NOW and se the Real Estate for Sale col umn. CLASSIFIED ADS SERVE PURSE AND PURPOSE Y ~ 4,, 9 A Look always for the BLUE Color 'hli e Con ' is the *<<<l tura I col ,rd 1111Ewi th a hartrilem dve-a positive pjurtuiuaî for yuu i-an assurance that youure getting "the wor d 's finest anthraci te." i PIIONE 715 QQI GA BL!,.ble cal, " O RI RN,,IE.,YOUGE TN BS a as -.'--~ t . The sooner you start the smaller your montlily payments wiII be. Phone today 1 The Sheppard & Guil Lumber Co. BOWMANVILLE k -~ PAGE FITGIIT THE CANADIAN STATESMAN, BOWMANVILLE, ONTARIO THURSDAY. MAY Slst, 1951 si -UE.L