The following text may have been generated by Optical Character Recognition, with varying degrees of accuracy. Reader beware!

Pour COLBORNE CHRONICLE, Thursday, January Utn, 196$ EMO MUST RELATE (continued) pete for everyone's time and interest, and everyone's promotion is the most important product It could be said that EMO is the most important product because it is destined to save lives. The problem of Public Relations or Promotion is that most people don't see -- they need reflectors. Promotion can be visual without the aid of a looking-glass -- some people can spot imagery as Steinbeck saw, "The sun wheeled over the sky" -- this is visual image. But most people don't see. They need reflectors, such as They hear TV and radio but they don't remember. The written word is memory. They^can return to it. To the comparative minority EMO is understood for what it imparts, Emergency Measures Organization. 'Emergency' separated from the two other words creates both reflective and visual image--it is an apt word. One can see disaster, such as a hurricane, a death-dealing fire on Main Street, Port Hope, or some other tragedy, and immediately one thinks of ambulance and hospitals -- in the large sense, St. John Ambulance and the Red Cross coming to the rescue. The difficulty in making a public image of EMO is because it's a new entity -- it does not flash a Red Cross light in our consciousness EMO means something about total war. Hunger sharpens the mind. In an affluent society the tendency is to drift within the security offered. We don't take our local government seriously, at least 80 percent of us didn't -- for we stayed away from the municipal polls in December. Yes, the snowstorm kept some of us home, but, mark you, a bingo, a TV play, a hockey match is more to the point. People go where they want to go. All of these things and more are deterrents to the live realization EMO is for them in case of any emergency. It seems one must run the whole gamut of promotion to develop understanding of what EMO should mean to us in the United Counties. An approach is the general one, or should we term it the factory or institution image. PR promotion men are gentlemen, placating and personable. They create the image for the acceptance of the product. They put sugar and cream in their offerings to the public to such degree that acceptance of their products seems to prove that nice guys can't be wrong. The most potent fact about food is that it's for everybody. PR has capitalized on packaged foods. If one could dress up EMO in an attractive package, what a sale it would have on the supermarket shelf for every home! PR must be hung on a peg. A peg in this instance is a thing of current interest, or something that can be made of current interest. The thing of tangible interest is easy to sell. EMO is intangible -- not easy to see. In the days of the quack medicine man, 'health' was sold in a bottle. This was promotion from a wagon. Now it's medicine from the dispensary and the wonder drug. Pink coloured water sold by the doctor still has a curative effect. The lesson is always her| that people can be sold some thing if they think it is good for them. The peg does not always appear in the mind. Man reads in the paper about a corn cure, and most people have corns, and he buys. Because corns behave the way they do, the next application of the salve will be even better. Finally, the man writes a testimonial, and his wife with Lydia Pinkham's pink pills for pale people, becomes a satisfied user and a regular customer. An electric razor is a bonanza for man who doesn't have a lather his face to shave, but the baseball series still sells the old message with telling effect about the razor blades. The mighty problem about EMO is that it is not a food, a drug, . or a pill. EMO does not seem to be an immediate need. A good example is the Canadian Pension Plan -- the fact that people need to save money to-day for tomorrow has been intangible. People will now be forced to pay for their own keep -- most people never prepared for their own need, because most people think age happens to others but will never come to EMO must be related to a need. One day we remarked rattier flippantly -- as we do sometimes to stir reaction: "What's the use of a bomb shelter? We'll all be blown to bits one day --and probably deserve it." "But," interjected my companion, "human life must be preserved. We should do everything within our power to perpetuate human existence." We was right. We need to survive. EMO is related to our need. If this idea can be promoted, then EMO can be sold. The best way we know of translating this need is by the written word in the newspaper. With an approximate population of 80,000 in the United Counties, seven counties' newspapers serve alwut 18,000 households -- total households are about 20,-000. Some 2,000 householders are not serired by county newspapers since the Brighton Ensign and the Millbrook Reporter ceased publication. These gaps cannot Be filled -- although local citizens in botb towns lament the loss of their newspapers no one has come forward to re-establish newspapers in these towns. Loss in promotion for new endeavors is evident in these centres not covered by local newspapers. Interest therefore is at low ebb -- community interest is being lost to Trenton, Belleville and Peterborough. Community interest is promotion's big ally. Bowmanville, Orono, Campbellford, Wart worth, Colborne, Port Hope, and Cobourg are valuable centres in which EMO information can be disseminated. Readers are more interested in the near than the remote. An editor once said that a dog fight in Cobourg is more important than a civil war in South America. If we ran a scare headline, RUSSIA DECLARES WAR CfV THE UNITED COUNTIES, EMO overnight would be our most important business. Simply because we would be concerned about our immediate safety, more so than we would be concerned about pills for ills and food to appease our daily hunger. Scientists have been the original creators in the sequence of EMO, but they cannot cope with their own creation. We are left holding the nuclear bag. Scientists are poor teachers. They don't know how to communicate. The local classroom has taught us discipline, served up facts, increased our skills, and smattered us with information, but as adults we have slipped into our several grooves of interest, directly personal and self-encompassing. Perhaps the vision of the nuclear age is still too far away from our focus, and like Micawber in reverse, who hoped for something to turn up, we say to ourselves, "it can't happen here." (Members of the select committee of the Emergency Measures Organization, The United Counties of Northumberland and Durham, include, Douglas Mc-Master, Reeve, Murray Town- ship, Warden (1964); Ken Sy-' mons, Clerk and Treasurer; L. A. Hooton, Reeve, Cavan Township, chairman; Mrs. Lenah Field Fisher, Deputy Reeve, Cobourg, ice-president; G. Free, Reeve (1964), Campbellford; Sidney Little, Reeve, Bowmanville; G. V. Wright, co-ordinator). EDVILLE by Mrs. Dean Chapman There will be no church service next Sunday at Sharon United Church as it is a spare. Sunday School will be at 10.00 a.m. Mr. and Mrs. Bill Pearson and Marie of Raglan visited Mr. and Mrs. Sidney Pearson on Sunday. Mrs. Elwood Rouse, Union Neighbourhood, spent a few days last week with Mr. and Mrs. Waller Chapman. Mrs. Chapman had not been feeling too well. Glad to report she is getting around this week and much improved. Hope to see everyone out tonight .Thursday, at 8.00 p.m. at the home of Mr. and Mrs. Lyle Chatten for our annual congregational meeting. Sorry to report that Mrs. Ed. Mulhall is in Cobourg General Hospital. We wish her a speedy recovery. Mr. and Mrs. Ken Mills and Mr. and Mrs. Norman O'Neil, Colborne, were guests of Mr. and Mrs. Dean Chapman on Saturday evening. ( Several from this neighbourhood attended the "At Home" in honour of Mr. and Mrs. John Cooney on Tuesday evening. Mr. and Mrs. John Cochrane visited Mrs. John Cochrane, Sr., in Toronto on Sunday. Congratulations to Mr. and Mrs. David Wigley (nee Mavis Smith) who were married in the Auglican Church, Colborne, on Saturday. LAKEPORT by Mrs. Fred Clarke Mr. D. Bowering, student minister, Knox College, Toronto, conducted the service at St. Paul's Presbyterian Church at 1.30 p.m. on Sunday. Mr. Bowering was a dinner guest of Mr. and Mrs. Laverne Tapley and spent the supper hour with Mr. and Mrs. Robert Miller. Mrs. Nellie Pendergast, Wes'. Road, is visiting her sister at Weston. Mr. Charles Hall participate^ in a curling bonspiel at Cobourg rink on Saturday. Mr. Cecil Peebles, Millbrook. visited his mother, Mrs. George Peebles, during the week-end. Miss Jane Roddy, Peterborough, spent the week-end with Mr. and Mrs. J. E. Roddy. Mrs. Mary O'Conor returned home after spending the holidays with her daughter, Mr. and Mrs. George Reynolds, Scarborough. Mr. Reynolds accompanied her home and spent the week-end. Mr. and Mrs. Charles Harnden visited Mr. and Mrs. Harold Spencer, Castleton, Sunday. Mr. and Mrs. Rex DeLong and children, Port Hope, visited her mother, Mrs. Mary Joice, on Sunday. Mrs. Joice's grandson, Michael DeLong is a patient at Port Hope Hospital. Mrs. Viva May visited her daughter, Mrs. John Lynn, a patient at Cobourg District Hospital, on Saturday. Mr. and Mrs. Frederick Peebles and family of Georgetown spent the week-end with Mr. and Mrs. Delbert Peebbles. Mr. and Mrs. Walter Lumsden of Midland called on them on Thdrsday. Mr. and Mrs. George Edison attended the play "The Mousetrap", by the Drama Club, at Cobourg Town Hall, on Saturday night. Mr. and Mrs. Neil Fiddick and Elaine visited his parents, Mr. and Mrs. W. Fiddick, Brighton, on Sunday. Mr. and Mrs. G. Randell, Mr. L. Randell, Mr. Jack Hore, Hamilton, visited Mr. and Mrs. Fred Hore during the week-end. Mr. and Mrs. E. Walsh, Colborne, called on them on Sunday. Mr. Mac Pettibone, Toronto, called on his parents, Mr. and Mrs. Arthur Pettibone on Saturday. COLBORNE MIXED BOWLING LEAGUE MEN 7-9 Peacock .................................... 68 Sabins ...................................... 67 Ryan .......................................... 58 Munro ...................................... 56 Alyea ........................................ 47 Parker ...................................... 38 9-11 Shepherd .................................. 88 Campbell ................................ 67 Seeley ..................................... 62 Ring .......................................... 41 Sheldrick .................................. 41 Colling .................................... 38 WOMEN 7-9 Single -- S. Dyer 299 Triple -- M. Parker 692 Average -- T. Alyea 177 9-11 Single -- C. Shepherd 341 Triple -- C. Shepherd 739 Average -- F. Lee 182 MEN 7-9 Single -- N. Black 359 Triple -- N. Black 725 Average -- G. Peacock 196 9-11 Single -- Wm. Ball 341 Triple -- R. Beal 799 Average -- R. Beal 213 LARGE EXPANSION AT WINCHESTER PLANT IN COBOURG A quarter-million-dollar expansion of its ammunition manufacturing facilities has been announced by Winchester-Western (Canada) Limited, Cobourg, Ontario. The expansion program, highlighted by the building of an additional plant to house the company's entire ammunition manufacturing operation, is scheduled for completion in January, 1965. according to Malcolm R. Mallory, president of Winchester-Western (Canada) Limited. "The new plant is expected to increase by 50 per cent the company's current production of Western Super-X Mark 5 shot-shells," Mr. Mallory said. "In ad- dition it will enable us to expand our line of ammunition to production of 22 caliber rimfire cartridges." Present ammunition production is confined to shotshells, which are manufactured in the existing plant along with Cooey 22 caliber rifles and single barrel shotguns. The new ammunition manufacturing installation, situated on the east side of Cobourg, is expected to go into production in mid-January. Site preparation for the new facility began on October 1st. Besides manufacturing ammunition and Cooey firearms, Winchester-Western (Canada) Limited imports a full line of Winchester rifles and shotguns for the Canadian market. SCOUT CORNER The 1st Colborne troop held their first meeting of 1965 on Wednesday, About 37 boys were present. The meeting was conducted by Patrol Leader Tom Sheldrick and after the flag ceremony and prayer, the troop got down to an evening of firs', aid. The scout leader gave a talk and demonstration on how to pick up a hurt man and how to apply simple bandages. The boys practiced on each other and showed considerable interest. It is hoped that enough scouts are interested to form a St. John class of first aiders. i A special thank you is due to scout Roger Whaley for acting as a patient and allowing us to bandage him up, etc. Patrol Leader Tom Sheldrick prepared a hike for the purpose of obtaining proper scout staves for the troop. This idea was enthusiastically received by the boys, who agreed to making it a short hike and cook-out. The time to be 9.30 on Saturday. January 16th. Well that about it for this week, folks. A fool and his money are soon I invited places. Easter Cruise - BERMUDA APRIL 16th to 23rd Travel Air-conditioned Motor Coach to New York then via Queen of Bermuda Hotel and Tours included For reservations write ROWE TRAVEL AGENCY Telephone 885-2527 Port Hope, Ontario HALF PRICE SALE LIGHTERS -- PIPES -- CIGARETTE HOLDERS ASH TRAYS PIPE SMOKERS! GiveATuHeune oftreat Imported Dutch, English, Irish & Scotch Tobaccos JUST ARRIVED -- FANNY HILL ORDER EARLY CLUB BILLIARDS 355-2629 Geo. Moore