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COLBORNE CHRONICLE, Thursday, January 14th, 1963 Three Colborne Chronicle Established in 1959; Successor to the Colborne Express (Est. 1866) and the Colborne Enterprise, (Est. 1886) Published every Thursday at the office of publication King Street, Phone 355-2107, Colborne, Ontario William G. Self -- Editor and Manager Member of the Canadian Weekly Newspaper Association Member of the Ontario Weekly Newspaper Association Subscriptions Payable in Advance In Canada $3.00 In U.S.A. $4.00 (Authorized as Second Class Mail, Post Office Dept., Ottawa) EM0 Must Be Related To A Need Editor Tells Select UC Committee some say 10 percent, less The folowing is a presentati by the editor of The Cobourg Sentinel-Star, Foster M. Russell, to a select committee of The United Counties of Northumberland and Durham on the subject of Promotion of Emergency Measures Organization. EMO leader Gordon Wright presided at the special session, January 8th, 1965. Here is the edito comment: What's EMO? A street corner question. EMO is Emergency Measui Organization. Oh. So what! And the man walks on. Lost, one sale. EMO can mean a bomb and death to others. HOw many of us like to make a will? We shun the task, as we turn our backs on the horrible image of total destruction. EMO says in case of enemy attack, don't expose your eyes; don't use your telephone; don't wander. Does EMO deal too much in negatives? EMO is literally on sale. Remember Dale Carnegie? The Power of Positive Thinking? Have you ever noticed the use of 'do' and 'don't' by the salesmen at the door. He has to sell the 'do' to you, the positive approach -- if he has the right 'do' there'll be no 'don't' want it' an- On the other hand 'do' reminds one of parental discipline -- do this, do that. 'Do' preaches to us. The debate goes on from day to day, which is the better way to sell a product? EMO with its 'do's' and 'dont's' has the biggest product to sell - life - to s 3 life. We have been asked today to offer suggestions how best EMO can be communicated to the people of these United Counties. We are aware that Mr. WrigTit has opened many lines of communication for EMO -- the recent sheet directive distributed by mail to householders in the United Counties was of value. There are pros and cons of direct mailing advertising. Large direct mail distributors look for a small return percentage-wise, Now if 20,000 pamphlets mailed and 2,000 are read, the result is reduced to about 10 or 20 percent of the 2,000 readers who remembered what they read. There are few photographic memories. One friend of ours had such a memory. He could scan six pages of typewritten copy and repeat the speech al most word for word -- and we, without this gift, 99 percent of us must return to the copy again and again to remember. In most homes today's daily newspaper is pushed into trie wastebasket by tomorrow's but the weekly remains at least for a week or longer. People tell me they take the weekly paper to bed with them and return to it every day for several days -- they refresh their memories by repetitious reading. Last Sunday we listened to a church service--we heard hymns and the minister's sermon. What he said we've heard over and over again. Religion is the most repetitious of all and therefore the greatest selling power for good. / To this fact we add EMO--it' for our good; it will save ou life. But somehow it is rather difficult to superimpose the idea in our minds that saving ou from sin amounts to the same thing relatively as saving life from immediate destruction -- for there is said to be a hereafter for all lives, no matter how suddent death may be. The keynote in EMO is contained in the four letters To Save Your Life. It's rather bizarre but true that EMO, in the person of Mr. Wright, has asked us to suggest ways of promoting EMO in these United Counties -- in other words he has asked us to get other people interested in saving their own lives -- this should be no problem at all, for what is more important than human life! But, strangely enough EMO promotion is still a major prob- Here are three important reasons why it will pay you to renovate and redecorate your home now! 1SKILLED MEN ARE AVAILABLE--NOW! Although more and more building is being done each winter, exterior construction does slow down during the cold weather. As a result, home improvement contractors and skilled craftsmen seek out the smaller interior jobs that they are unable to handle during the summer. You benefit--wi'th skilled workmanship by experienced tradesmen when it's most convenient to you I 2DISCOUNTS AND LOANS ARE AVAILABLE--NOW! To create incentives that will balance their sales and keep their staff employed throughout the year, building supply dealers run winter sales. Thesespecial discounts help you renovate and redecorate at the lowest possible cost. You"ll find your bank a good place to visit, too--for low-interest Home Improvement Loans under the National Housing Act: up to $4,000.00, with up to ten years to repay! MATERIALS ARE AVAILABLE--NOW! When building slows down, materials become more readily available. Result: irritating delays in completing your job because of late delivery of supplies are eliminated! There's no doubt about it. Winter is the very best time to spruce up your home (and your place of business)-- quickly, efficiently, inexpensively! For advice and assistance call your National Employment Office Everyone benefits when winter work is increased. DO IT NOW! Issued by authority of Hon. Allan J. MacEachen.Mini: lem. Mr. Wright has mentioned to us that he would be much more pleased if more people knew more about EMO. Mr. Wright has done his basic work well. We understand, too, that schools and service clubs have been informed of EMO. Promotion has its own price, more promotion, repetitious words and new words. Has EMO a slogan? Remember "I like Ike?" Some say the slogan won the day for Eisenhower. We are not much for slogans but something like "EMO Will Save the Show" might say more in five words than Ave thousand words of script -- the important thing to realize is a phrase or slogan by its very repetitious nature will be remembered. In selling the message of EMO, or any product, one should Churchillian English -- which is graphic in simplicity, easy to understand. There are such known tools of the trade as -- write or type on one side of paper only; double space copy. Present your effort in person to the newspaper. Make release date of copy coincide with publication dates -- the publication date of a weekly newspaper should always be the guide for release of copy. Editors are human. Their newspapers are virtually human, too-- both have a long memory. The first promotion necessary for any organization then is to have a friendly understanding with the newspaper. The promoter must be co-operative. Public relations is an image. It's what one sees in the mirror that is reflected. Public relations, or promotion, which is public relations all the way in this case from Bowman-ville to Brighton and beyond, concerns not only General Foods, and Canadian General Electric, Cobourg, but the Warden and County Councillors, lesser seats of governments in town and village, and every form of forward activity known. (Continued on next page) BELL LINES ByJ H. Guest your telephone manager Now that the festivities are over and the Colborne area is looking forward to a happy and prosperous 1965, I hope we won't forget those friends and acquaintances for whom the New Year has not started out so well. I'm thinking in particular of "shut-ins" -- people who can't get around easily and are therefore confined to the house. Day after day can get terribly monotonous for them (tragically so if they're alone) and yet it's so easy to break that monotony and cheer them up a bit! A simple telephone call -- even If you don't have anything special to say -- can mean a great deal. We sometimes forget people when we don't see them around as usual. But if the reason they're not around is that they're ill and confined to the house, then this is precisely the time we should be remembering them. So let's not forget! -- Let's make that simple call, and often! *** ABOUT TIME On the morning of her fourth birthday, a miss named Nancy came into the house after playing in the yard. "Mommy," she asked, "did I get a phone call this morning?" "No, dear," her mother said, a little surprised but equal to the occasion, "were you expecting a call?" "Well," said Nancy, "I'm four years old now, so it's about time someone called me." Would someone special like to hear from you? Someone s] ecial who's far away? Birthday "or not, Long Distance calls go over big with friends -- and they're pleasant for you, THEN WHAT HAPPENED? This little story, reported by a telephone company in Florida, is too good not to pass along to telephone users up here. It certainly points out the importance of calling the right number! A chap, belatedly realizing he would be detained at his office, hurriedly dialed his wife, dialed wrong and, when a woman answered, blurted out that he'd be late getting home. Before she could set him straight, her own husband, who had overheard, grabbed the phone and said, "Okay, Buddy, no hurry at all, take your time. . ." Yiiiii!