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WUESDAY. AUGUST 30. 1§5! THE CANADIAN STATESMAN'. BOWMANVILL~. ONTAflIO - UAP~V W.V~U - 0%31.* sas v a. Importance of Advertising To Customers and Merchants Explained at Lions Club Meeting Generously sprinkling his adf- dress with slips that pass la the type. Wm. G. Jamcz, Advertisuîg Manager of The Canadian States- mnan, delivered a brief but comi- prehensive account of the evolu- tion of advectising at the Lions Club dinner held la the Corn- munity Centre Monday evcnînîg. He concerned himsclf prunacîl': with advertising methods aond el- oqetystressed the need for such a medium la modern iles. SIntroduced by Lion Stuart PR lares as a man who joined "The C-t Family Journal" after lcav- ing high school- served with dis- tinction during World War II. and picked up a chacming Scotch bride overseas, the speaker stress- ed the importance of wcl. newspapecs la the advertising field. "While other method- achieve results," he said, "I dont think they can compare wvitb thr results braught bv advertiremnents rlaced la the wcekl 'y press in doel- lac foc dollar value." Prior to discussine arlvertisîn_ý as handled bY' this newspapcr. Mr~. James oiiered Lions an insiîgVi into the history of one of the, most important sales mediumnsini existence today. Adverlising dates hack to an- tiquity, accocding to Mr. Jame:s. A papyrus discovered at Thebu., on the Nile in Upper Egypt whîîhi offers a ceward for the returun o a slave, is reputed to be o\'ur 3.000 vears oic!. 'Continuing wuith the evolution of bis subject, ihe speaker said signs like "The Flv- ing Swan" and "The Whoat Sheaf" which appcared outsi taverns in earl,% England can be considered advertising. Later, Town Criers were introduccd and verbal pictures were painted of saleable gaods b y these loucl voiced men who also reported the news. (.erman Iîîvents Printint Advertisin, bills were anothcr earlIv advertisrr.g medium but con- sidering that the majorit.v coul1d not ccad. tbey proved inadequate. But with the advent af prinlinc (Johano Gutenberg firs!. printed with moveable tyvpe la Germany beive-en 1400 and 1468) aews- papers came int existence aond the public gradually became more' lîterate. Early new-spa per., ,however. re- fused! tn accept advectising until the. Great Fire of London la 1666 whcn the London Gazette accept- od advcrtisements in order ta belp sepacated families fiad one another. S!ne alki nig af contemporarv times, Mr. James said 'Advertising ;s heeIo stav in ifs many popular forms." He mcntioncd suchi mnediums as radio, T.V.. direct mail. sounndltruck. motion pic- turcs. billhoards aond street car mpedîums of sclling the consumer. but flie speaker asserted that the wocklv newýspapec. in bis opinion, hrought more results dollar for donllar than an ' other medium. "o no merchants say they don't bolirve in advcertising." Mc. ,james s'aid. 'but they turn around and dc. thcir ,%indlows tempt- anl\ sd furthec advertisc their warcs throu!ch clever dispîsys." Loral Advertising Scene BRc\eitiog la the local scene. the spcaker' said The Canadian States- man carrnes tofocms of advcr- tisin'q: Displav and Classiiied. He div1'lfin detail on Classiiied and mentioncd specific examples oi sIip.i that pass in the type. One Classiiied carried some monlbs ago read as follows: "Help Want- cd-Two mon for office work. Salaries ranging from $1.950 ta ,33.540 (încluding cost-of-loving bnnus>. Starting salar.v contin- DO WMAN VILLE MONG SCHOOL STUDENTS SCHOOL OPENING TUESDAY, SEPT. 4th, 1951. Grades XI, XII, XIII, Junior and Senior Commercial -ai g a.m. Grades IX and X- ai 1:30 p.m. Book Exchange Opens ai 3 p.m. L. W. Dippeil, Principal. SCKOOL OPEN1INO Do WMANVILLE PUBLIC SOHOOL will re*open on Tuesday, Sept. 4 at 9 a.m. ALL REGISTERED PUPILS ARlE REQUESTED TO BE IN ATTENI)ANCE AT THAT TIME Ail children residing within the town liimits are cligible for admission to Grade One if tbcy are six years of ag«e during 1951 and to lUidcrgartcn if a ycars of age during 1951. Proof of age is req ni cd Pupils who Nere transfcrred ini âmue or vvho have siîice inovcd. wil go directly to the school they wiII bc attendiiig. KINDERGARTEN Ail Kindergartcn pupils residing south of Kin,, Strcet and cast of Division Street ivill attend ing classes. For the first fev weeks tire time of friing and clising -,ili bc 9 a.m. and Il a.m. Ail other Kindergrarten puilils xiiI attend af- ternoon classes beginning at 1:20 p.m. and ending at 3:15 pm Kindergarten Classes hegin Tuesday. Sept. 4th BUS SERVICE - mill he provided 1) 'bvite Sehool Board for ail Kindergarten pupils living north of King Street w~ho wishi to use it. The bus wili «'ait each afternoon at Central School froîi 1:00 to 1:15 p.nl. and wiIl return there when the afternoon ciass is dismissed. SCHOOL CROSSING ON No. 2 HIGHWAY A %ehool crossing has heen estahiished and a traffic officer provided hv btbe Tow~n Couincil to assist eidren crossing Kinîg Street. The school crossing is at Brown Street and the officer -,%ill be on ditty each day as follows:- One haif-hour previous to each npcning. One haîf-hour after each dismissal in the nlornin.- and afterîîoon. Pupils are requested to use this crossing. A. 'M. THOMPSON, Principal. k .1 WEEKLY NEWSPAPER EXECUTIVE ELECTED-Pictured above is the new execeutive of the Canadian Weekly Ne\vspapecs Association, elected a!. the recent annual meeting ini the Boala Alexandra Hotel at Winaipcg. Fi-ont row: (lef!. ta right) Langl Sands, Mission, B.C.; Cecil DaY, Liverpool, N.S.; 2nd Vice-Prosident W. K. Walls, Barrie, Ont.; President A. W. Hanks, St. James, Man., lst Vice-President Robert Moore, Swift Current, Sask.; Hugh McCormick, Montreal; Walter Ashfield, Grenfeli. Sask.; W. E. McCai-tney. Brampton, Ont.; (second row) F. J. Burns, Kentville, N.S.: John Pinckey, Rosetown, Sask.; N. S. McLeain, Elmwood, Man.-, Werden Leavens, Bolton. Ont.; (third row) K. G. Pactridge, Camrose, Alta.; J. R. IvcLachlan, îiî'den, Ma n.; F. P. Galbraith, Red Deer, Alta.; W. W. Draa.yer, Wetaskiwin, Sask.; S. B. Charters, Brampton, Ont.; G. Lancaster, Melfort, Sask.; R. M. Bean, Waterloo, Ont.; (fourlh row) G. A. Dills, Acton, Ont.; L. E. Barber, Chilli- wvack, B.C.; W. H. Cranstan. Mvidland, Ont.; J. A. Vopni, Davidson, Sask.; A. S. King, Esteven, Sask., and B. S. Evans, Morden, Man.1 gent'on experienice." National sdverlisers on the whole spend more morio' ,-on newspaper display advertising than thev do on ail other types of advectisîng combinecl. They do sa with good reason, accrdine to the speaker, for ex'rvY dollar thev spend. they gct results in dollars and cents. Similarly, local merchants get more results for their dollar through the press, aoc! the.y ac- cordingl - spend more money on newspapec adverlising than on any other fommoaiadvertisemenl. "Wbien people buv our paper we know tbey buy 1!. because they want ta read it," Mc. James talc! Lions, "and xvhen tbey are read- ingz it they> arc bound ta see the advcctisements of local roercb- sots." It!. as allen been said that the ncws columns alone are flot the cotice aews value ai a xveek- ly paper. The advcrtisements provide a source ai news wbhen thcy tell ai aew goods being ai- iered, a reduclion ia price, or exceplional values offered. Must Create Desire Mr. James feels that advertising done in this newspaper should be contracted for with the express purpose aof selling_ .the consumrn~ some specific merchandise or ser- vice. Advertisingz must croate a desire in the reader to 'visit Joe Blank's store and see the rew kind of mousetrap that is beinrg offered." This desire is created bv an attractively designed adver- tisement combined with inviting reading matter and honest pres- entation. Advertising can have an ad- verse effect, too, according to the speaker. If a merchant consist- entlv miscepresents the goods ho desires ta seli when advertising, the general public will soon catchi on and judge the merchant aC- cordingl.v. "If. is also interesting to note" Mr. James said, "that on many occasions we have heai-c readers judge stores on the type of advertising thev run." The speaker said occasionallv it i,; a sound idea for a mierchant to devote his adivertising space to sorne worthiwll cornmunit.v pro- ledt such as lTB. Seals. Concerts, and Carniv-als." Io this wvthe public knows that the projoct is supported bv the town's lcading merchants and! it shows that such merchants are interested in the welfare of the community. Free Publicity Headache "One of the biggest headachrs w&e have in. this business is the mlatter of free publicitv."Mi. James said. "In this respect, we work on the prîncîple: If Vou charjge-We charge." He mon- tioned the problem of the ad _r- tiser who wants free pîîhlicit,ý 'Where cao von draw the une?" PYOUR vvES and ~~~Vision~ f ron Scopyrights o!9. jC. H. TUCK (Optometrist Disney Bldg,' <Opp. P-0.), Oshawa Phone 1516 No. 163 FloatIng specks: I vvill unIs'jîist1 celer ta as I have cav-ered this topîc x'er 'v fullv, in an cxtended article saine lime ago. I ;il rever!. back f souie o f' tlicse again, however as 1Iam i eqti(,stedt fcom lime Iota ime luexplain thon- significance f0 those who did flot bave theoappartunîrs' to read my other articlès on the~subec Itll i onlY take a short wh île. hoocr o Scffàiietlv.' xamiiie the eye anc! decide i theo case is a simple or a serinas one. i i N the speaker ciuestioned. "Il's al- mos!. like the bîîtcheî' giving a custamner a pound ai bacon when lie buvs a dozen eggs.' A cer- tain amount ni tree publicîty i,; necessaryv, howý,ex eî, especiallv whcn in cancer-ns a w'orthwhiisr community pcoject. In conclusion, Mr. ,James saidi an advectisement ia The States- man is read by mor-e than 15.000 people and! subseribers judge mer- chants anc! their places ni business bv the adverlising tllîe do and the merchandise tbey offer. The speaker was thankerl for bis 'fine talk on advertisinZ" by Lion Aubrey Smith. He also complimented Mc. James, as cep- resentalive of The Statesman, for the "fine advertising job donc on the recently successful Lions Car- nival."' Mc. H. V. Reeves, Calgary' , Alfa.. Lion Don Allia's father-in- law, xvas a gucst at the Mondr.v meeting wbere birthdavs wr celebrated bv Lions Bili Oliver, Howard Jeffreys ad J. J. Brown. Isn't it peculiar that the human brain begins to function from the moment youi are born, improves as y oin grow older. thon storn-, completely when you stand up to falk? 1BACK TO SCHOOL Tuesday, Sept. 41h 1lake this your head- quarbers for school opening day. A complete range of text books and supplies for Ptublie and }Iighi Schouls. Zipper Binders A xide selection pî-ices ranging, fruni $2.50 to $9.00 Founiain Pens Priced frorn 59c upwvards Store open TMJSDAY EVENING and IN'EI>. AF'rERNOON Septeunher Sth We wi]] do aur best to gis\'oîi 'ri)ipt aind ctul lecous serv.ice J. W. JEWELL "BIG "201- 27 King st. W-', Bnw-manviile PHON~E 55F' SOLINA Edi!tor's Note-Man.y nf aur Sa- lina subsccibe-s have been ia- auîi'ing why thece was no news in the paper las!. week from this important seat ai intelligence. By the grapevine roule we are in- formed tbat it was no faull af aur failhful correspondent, for she gave ber usual budget ai news ta liec brother ta mail wbea he went ta town. When the news dido'. appear inquiries were made and it was iounid said brother still bac! the envelope la bis pocket. Oh, wvell, we will excuse yau, Har- vey, for we know youc mind was on other more important events, foc Saturday was bis wedding day-G, W. J. (Inteaded for last week) Mrs. Russell Vice, assisted by nieces Eileen Jebson. Donna Vice, Mrs. Gerrv Glaspeil, Mcs. Vernon Powell and! Mrs. George Harper entertained a!. a miscellaneous showec a!. the former's homne, honoring Miss Lorraine Tink ai Ebenezer. bride-to-be ai Septem- ber Ist. Tbe guest ai bonor was seated beneath a decorated um- brella aoc! the many useful guifs were contained in a wisbing-well. Aiter they bad been opened and! Lorraine bac! expressed ber tbanks, a cleliclous lunch was served by the hostess and ber as- sistants. Mrs. Ralph Davis ,vas bostess at1 a miscellaneous shnwec on Fr1- day eveniag for Miss Lois Lac- mer, whose marriage la Mr. Har- vey Yellowlees takes place on Aueus. 25. Misses Ileen Balson and! Mary Cryderman aond Mrs. Harold Bal- son wecE, co-bostesses a!. a mis- cellaneous sbowveca!. the former's home on Wednesc!av evening \v.'hen Mviss Lois Larmer was the guest ai bonor. Congratulations ta fthe Wom- on's Institufe on ohtaining 2' firsl ac! 13 second prizes a!. Osh- awa Fair in the W. 1. Division. Mr. ac! Mrs. Hector Bowen, M\1. anc! Mrs. Ernest BowAcn anc! Linda, Ocono; Mrs. Wes Thomp- son. Fort Francis, visited a!. Mr. A. J. Balson'sý. Mi'. anc! Mrs. A. Fleming aond Jean, Whitevalc; Miss Gussic Fleming, Toronto: Miss Myrfle Gori-el, Sunderlandi, visitecl a!.Mc. George Hamlin's. Master Pbillip Johnson has re- tux'ned ta bis home a! Peterbor- ough, accompanied by bis grand- miother, Mrs. J. Baker. Mi-,aoc! Mrs. Ralpb Davis andb Pafsv visitei on SiiodaY evening weed? lrrso,.silly w'e ce inrliiord to a((rpt the idesa of a Cortues- îpuirlent mwbo ss he lays strilis of alîuminum foi! between hi% vegetdlc rom s. tic ereporîl iis d!iv oîîagcs dte eylc% ,kt,) the' soit inoisi. andI reflccts dire soi' rays ta the plaunt. 'l bire are so niany ' nr%' for asliînlîiiuni mat the li ît fbus a g'ol mîicclbook, aond us alwax s g!uoS- îug. At present m'e crknt sîîpll (Cî ad iarn nî.îh ric- mW l c hý uiling ncsw planuts iii a o.ble ta huuv more oi tlir .1cl1iîiiiuîîarticles N'ti Itrld ite ne hav e. Alumnutni ,:i)ilny af Canada, Ltd. MUMDAY. AUGUST 30, 19-91 with Mr. and Mrs. J. E. Davis, Oshawa. Mr. and Mrs. E. R. Taylor spent Sunday with Miss Evelyn Taylor at Peterborough. Master Allin Cale. Bethesda. is holidaying with Master Harold Yellowlees. Mr. and Mrs. Hugh Mowbray, Myrtie; Mr. and Mrs. Wni. S. Mc- Gowan, Miss Clara Neal, Toron- to; Mr. and Mrs. 0. S. Mowbcay, Columbus, visited at Mrs. Harvey Harris'. Mr. and Mrs. Russell Gilbert and Velma were dinner guests on Sunday at Mr. George Gilbert'o, Hampton, and tca guests of Dr. and Mrs. C. W. Slemoa, Bowman- ville, Mr. Percy Gilbert, Mrs. Bob Gilbert and son Donnie, Sarnia, visited at the former's brother's, Mr. Russell Gilbert. Mr. and Mrs. Frank Westlake. Phyllis-Anne and Joan, visited at Mr. Fred Cooks, Peterborough. Mr. and Mrs. M.. McCarrell, Omemee. visited at Mr. Wes. His'. Miss Marilyn McCarrell returned home with tbem after a pîcasant visit with her sister. Miss Velma Gilbert and Miss Pearl Gilbert enjoyed a delightful holiday in the Laurentians. Mr. and Mrs. John Petch and son Bob; Miss Lottie and Miss Luchla Hamner, Aurora. Mr. and Mrs. D. E. Hamner, Mr. Hugh Ha- mcr and Miss Helen Hamer, Brooklin; Mr. Bill Hamer. To- rooto. and Miss Ruth Parkbur.,t, Hamilton, visited at Mc. Camp- bell Hamer's. Miss Noreen Mavuard, Wbitbv: Mrs. Florence Peacce, Robert, Marilyn and Douglas. Toronto, visited a!. Mr, Everett Cryder- man 's. Mr. and Mrs. Ross Cryderman x'isited at Mrs. S. Ruadle's, Bow- manville. Mc. and! Mrs. Wmn. Knox, Mrs. Mary Mattbcws, Brougham; Mr. and Mrs. Grant Glover, Donna and Anne. Oshawa, visited at Mr. John Kaox's. Mr. and Mrs. Ian Smith, Toron- to; Miss Faye Gilroy, Oshawa, visited at Mr. Stan Milîson's. Miss Patsy Knox is holidàying at Mc. Grant Glovec's. Oshawa. Mc. and Mcs. Bruce Tink aond children visitcd a!. Mr. Bruce Or- miston's, Columbus. Mrs. H. E. Tink accompaniedi Mc. and Mrs. Percy Dewvell aond Douglas to North Toronto to se their little daugbter, Carolyn, on Sunday. Mrs. Bertha Sleightholm, Whit- b >v visited at Mrs. Chas. Blanch- ard's. Mrs. Lloyd Ferguson and Miss Betty Ferguson, Osbawa, visited at Mc. Bruce Montgomecy's. Dr. and Mrs. Gordon Scott and son Normie. Guelph, visited at Mc. Burney Hooey's. Mrs. Florence Pearce and chil- dren. Toronto; Mc. and Mrs. Chas. Smith, Oshawa, visited at Mr. Harold Pascoc's. Mr. and Mrs. W. J. Spires, Mci. R. Bemis, Oshawa, visited at Mr. E. Spires'. People from near and far met in Solina Satucday evening whcn the second of the playoff football gamnes was playcd. Enniskillea and Sauina were the teams cnm- peting. The cxciting game re- sulted In a 1-1 score. Mr. A. Lobb, Bowmanville, was the ref- ecce. Our sincere sympathy gocs out tn Miss Madlyn and Mc. Bloyd W'àlcox on the sudden passing of their mother, Mcs. Hacry Wilco-z. Mc. and Mcs. Wcs Yellowlees, Harold and Murray visitcd Mrs. Douglas Cole aond familv, Tycone. Dr. and! Mrs. George Wery and children. Oshawa visitod a!. Mr. PHONE 5851 Durham Central Agricultural Society H ors es - Caille - Needlevwork - Sheep - Swine - Poultry - Grain and Seeds - Flowers - Fine Arts - Fruits - Vegeiables - Domesiic Science - School Work - Junior Caif Club - Junior Farmers Tractor Driving and Maintenance Competition FR1. & SAT., SEPT. 7th & 8th ADMISSION MUSIC BY ORONO CITIZENS BAND . 0 50c - Children under 12 Free - Cars 25c TROTTING RACES SATURDAY, SEPTEMBER 8th ONE ACT PLAY COMPETITIONS LINTRIES ALREADY ÏN FROM - NEWCAS'TLE, LAREIELD. SOLINA, GREENWOOD, ORONO, ENNISKILLEN AND JANET-ViLLE Orono Town Hall - 8:30 p.m. - Sept. 71h and 81b ADMISSION 50c - Children 25c S. E. Weccy's. supplying capacity ci the soU jin- Mr. and Mca. A. L. 1Pascoe visit- cccasec!. ed at Mc. D. McLaughlin's, s- Apoe tliaino h t awa and atteaded the Fair. Oh rpruiiaino h ta Mr. S. E. Wecry la confined ta and other crop residues. which bcd with a bad knee. the resuit are otbcrwise w'asted, saya G. B. af an injury receaîîy. Whiteside.Soil Specialist. Experi- mental Farn'. Charlottetown, will belp materially in canserving the Crop Residues and sai' resour~ces of Prince Edward Soil Protection imZ's. When fibrousrnaterials sucb as straWr and old hay are Ottawa, Aug. 17, 1951.-Soil ce- usec!, scarch and practical expecîcace _________________ bas shown that the return af ai! crop residues ta the sail is essentia! oB rani h if the protective capacily ai the G yTant h land is ta be maintained and Ibe soil pratected from erasian. It may not ho possible ta use LO N D O N all the straw and other crop ce- sidues as a rougliage foc liva- stock, but lbey can be used lu*"I l gceat advantage as a sur-face E XHIBI IO mulch or as a sheet-compos- that is spread on the surface or SEPT. 10 - 15 diskcd la. An experiment in erosian con- Low Rail Fares Irol at the Missouri Experîmental Station showed that twvo tons of $8.25 stcaw per acre applied as a sur- face mulch. reduccd erosion al- Coach (.lass most completely, while on ad- G< on aud! et jacent bace land Ithe lossnf soil God cinSaurda, Sept. -vas 21 tons per acre. Other ex- 8 oStraep.1 periments have show,,n thiat two inclusive. tons ai straw Per acre disked in Returu Limit - Sept. 17 bave reduced the loss ai soul by 1 one-hali. Pull information froua' Studies a!. Illinois have shOW'n any agent. that under stcaw mulch thle penl- etration af the ram 'vas doubledi as compaced with bacc land and j~ cnnsequenfly the amount of î'un -________________ off \vas ceduccd snnd thc moisturo 7 tM iE FOR T/fAT ~ à*~~*~.* hh~ A If you're like niost folkg, you've put a lot of nilleage on your car this summer, driving in sweltering heat and, occasionally, through drenching rains. It's tfine for a check-up by our master mechanics, to keep your car fit Drive up! Bowmanville, Motor Sales 166 KING ST. E. 0. F. ROBSON, Prop. 1- THE CANADIAN STATESMAN, BOWMANVILLE, ONTARIO - VAMR VIT.Wqmw V,ý- 1 -13-