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V PAGE 14 -JPLAINDEALER-WEDNESDAX, APRIL 2, 1975 EDITORIALS TV Responsibility Commercial television continues to evade its responsibilities to the nation in the search for audiences and profit. One recent example was a film about a teenager who kills both parents! What a fine plot and theme for a movie going into millions of American homes, especially at this time when a generation of youngsters is at least partially mixed up mentally and emotionally by events and conditions of recent years. t In advertising the film, the blurbs designed to attract viewers almost admitted the danger of such lessons to the impressionable, weak minded and sadistic. They cautioned parents about allowing children to view the film. That probably attracted an extra million or so viewers! The Early Indians Fascinating news continues to come from Northwestern University in Illinois about the early life of some of America's Indians. Heretofore believed to have been quite primitive, archeologists and scientists at Northwestern working near Kampsville now believe Indians in that reeion at least led a rather sophisticated life thousands of years before Christ. These early Indians learned how to store and preserve food, lived in wooden houses, kept domesticated dogs and pigs, enjoyed plentiful food and apparently lived without violence or the threat of it from neighbors or other Indians. This news is of major historical interest to scholars the world over and, while these findings may pertain to the Koster Indians only, that seems highly unlikely. (The so-called Koster site, near Kampsville, has been excavated down to a depth of more than forty feet, and as yet is the only such well-preserved Indian settlement to have been found with so many artifacts, skeletons and plant food remains undisturbed by the passing centuries.) Thus exciting news from Kampsville, discovered only in 1969, continues to shed light on the people who, one assumes, were among the first inhabitants of what is now the United States. Some people believe that tides are caused by the movement of the giant crab who leaves and enters his cave. HOUGHTON HEATING • Air Conditioning • Gutters PHONE 385-5476 McHENRY EARL R. WALSH & JACK WALSH INS. F i r e , A u t o , F a r m , L i f e R e p r e s e n t i n g RELIABLE COMPANIES 4 4 1 0 W R t e 1 2 0 , M c H e n r y 3 8 5 3 3 0 0 DENNIS CONWAY A U T O L I F E F I R E State Farm Ins. Co. 3 3 1 9 W E l m S t M c H e n r y , I I I 3 8 5 7 1 1 1 Farm Equipment George P. Freundjnr. Case - New Holland 4102 VV. Crystal Lake Rd. McHENRY Bus. 385-0420 Res. 385-0227 McHENRY HOBBY SHOP FOR ALL YOUR MODELING NEFOS 3318 W. Elm (NEAR RIVERSIDE DR. McHENRY) 385-7122 DR. LEONARD B0TTARI 3 0 3 N R i c h m o n d R d , M c H e n r y E y e s e x a m i n e d C o n t a c t L e n s e s G l a s s e s f i t f t d M o n , T u e s , T h u r s , F r i 4 6 p m T u e s , T h u r s , F r i 7 9 p m S a t , 9 3 0 t o 3 0 0 P h 3 8 5 4 1 5 1 o r 3 8 5 2 2 6 2 McHENRY LETTER SERVICE P a g i n g S e r v i c e N o w A v a i l a t M i m e o g r a p h i n g T y p i n g A d d r e s s i n g M a i l i n g L i s t s 3 5 0 9 W P e a r l S t . M c H e n r y P h 3 8 5 0 2 5 8 3 8 5 8 0 2 0 M o n d a y t h r u S a t u r d a y McHENRY COUNTY OFFICE MACHINES S A L E S S E R V I C E 8 , R E N T A L S M o n S a t 9 5 3 0 F r i d a y t i l 9 0 0 9 3 G r a n t S t , C r y s t a l L a k e P h 4 5 9 1 2 2 6 Ii re l iT RADIAL TIRES FOR ALL CARS Europa Motors Inc 2318 Rte. 120 8 1 5 3 8 5 - 0 7 0 0 EDS .Jk. STANDARD STANDARD SERVICE EXPERT TUNE-UP ATLAS Tires,fBatteries, Accessorie QUALITY American Oil Products PH. 385-0720 3817 W. ELM STREET if RADIATORS • Cooling System Specialists it AIR CONDITIONING • Trailer Hitches Fabrication it STEEL SALES * Welding & Ornamental Iron • Frozen Pipe Thawing 3306 W. W O t t K O U A N A N T I I O me..20 ADAMS BROS. McHenry, (Next to Gem Cleaners) Phone 385-0783 Schillings ID0NKR LAKE FUNERAL HOME Herb Halm Director 815-728-0233 Advertise Here! Phone: 385-0170 For Fast Results! / v / Let a smile be your umbrella .~§|g. TAX FACTS Questions Most Often Asked About Illinois Income Tax This is another in a series of articles on ways you can save money on your Illinois State Income tax return this year. Q. What is the Illinois income tax rate and exemption? A. The income tax rate for individuals, estates and trusts is 2.5 percent. Each Illinois resident taxpayer is entitled to claim the same number of exemptions on his state of Illinois return that he claims on his Federal return. Each exemption is worth $1,000. Q. I am a student, single, and earned $1,600 in 1974. I am not required to file a federal return. Will I need to file an Illinois return? A. Yes, even though you are not required to file a Federal return, you must file an Illinois return if your income is more than $1,000 times the number of exemptions you are entitled to for federal income tax pur­ poses. If you owe no tax but had tax withheld by your employer, you should file 11-1040 to claim the amount withheld as a refund. Businessman's Corner LET'S TALK ABOUT NEWSPAPER ADVERTISING Presented to you by Sam Zito Sales Rep. WHAT SHOULD YOUR NEWSPAPER ADVERTISING BUDGET BE? Two questions that plague advertisers are: How can we make our advertising more effective? How much advertising is enough? To find probable answers let's take a look at the over all advertising picture. In a recent year $13.1 billion was spent on national ad­ vertising, (all media), and $10 billion more was spent on local advertising. $5.7 billion of the $10 billion local expenditure was spent in local newspaper advertising! In other words, over half of all advertising dollars spent, for all types of advertising done on a local level, were spent in newspaper advertising! Just looking at the figures tells a big story. J. C. Penney Co., in one recent year, did $5 billion in gross sales. The company spent, that same year, over $15 million on national advertising, and about $88 million on local advertising, giving it an advertising cost-to-sales ratio of 2.06%. The same year, Sears, Roebuck, with Sales of over $10 billion, spent $200 million on national advertising, and nearly $300 million on local advertising, and came out with an advertising cost-to-sales ratio of 5%. Obviously you can't argue with success, but few local businesses are in the Sears' or Penney's ball park, and even fewer have been in business long enough to build up the advertising accumulative benefits that such old and long established firms enjoy, to say nothing of the collective national advertising benefits that each branch receives from the massive national efforts in all media. Advertising even affects the stock market. Of 30 leading national advertisers, representing a broad range of goods and services -- when compared with stocks of non advertisers -- the advertisers' stocks outpaced the market for a recent four year period. Six of the 30 stocks more than doubled during the four-year period, while the market on the whole grew less than 10%. Conclusion: People who buy stocks heartily believe in the value of ad­ vertising, and are influenced in their belief by the image that advertising has created for the companies in which they invest their money. Advertising, in many companies, is the largest expense in their overhead, and it is planned this way, it doesn't just "happen." And, why shouldn't it be when it has been proved by a company that without regular advertising they do not achieve the desired sales volume? Proctor & Gamble, Ford, Coca-cola and other big, well known com­ panies could easily say, "we're big enough and been around long enough that regular advertising is not really necessary -- everybody know us." But no highly success­ ful business looks at advertising that way. They learned the hard way they can't afford to "kill the goose'that lays golden eggs!" If you have been inconsistent in past advertising efforts, and now you want to get into it logically and thoroughly, you can certainly find value in taking the suggestions offered in the publicized advertising records of the "big boys." However, don't plan to hold your advertising expenditures down to the exact same ratio because you can be certain they are getting considerable benefit from past advertising and the years of image building and product promotion that resulted. & Go into your newspaper advertising campaign with the full knowledge that there are bound to be disappoint­ ments, as there are in all business endeavors. And, never allow your attitude toward advertising to deteriorate to the point that, when the going gets tough, you slash the ad budget first. Cutting your newspaper advertising expenditure when business is bad is like the astronaut who, on finding his load too heavy in his spacecraft, ejects fuel so he can travel a greater distance. It's obviously foolhardy to "eject the fuel" that can propel your business vehicle forward. By J. Austin NEXT WEEK: IS NEWSPAPER ADVERTISING A GOOD "SHOT-IN THE ARM?" I Q. It is necessary to prepare the federal income tax return before filling out the state form? A. The federal return should be prepared at least to the line showing the adjusted gross income. The starting point on the Illinois return is the ad­ justed gross income from the Federal return. Q. Who must file an Illinois income tax return? A. An Illinois income tax return, Form 11-1040, must be filed by residents of Illinois who are required to file a Federal Form 1040; by residents who are not required to file a 1040 but whose income is more than $1,000 times the number of exemptions reported for federal tax purposes; and by non-residents who have income from Illinois. Q. Interest from state and municipal bonds is exempt on the federal return. Is it exempt on the Illinois income tax return? A. No. Interest received from state and municipal bonds is taxable for Illinois income tax purposes. * * * * Never worry about what other people do; that's not your responsibility. PUBLIC PULSE (The Plaindealer invites the public to use this column as an expression of their views on subjects of general interest In out* community. Our only request is thst the writers give - signature, full ad- dress and phone number. We ask too, that one in­ dividual not write on the same subject more than once each month. We reserve the ri«*ht to delete any material which we con­ sider libelous or in objec- tional taste.) ON THE REFERENDUM "Dear Editor: "Upon the urging of many of my friends and neighbors regarding an answer to Margie Olsen in the March 19 issue of the Plaindealer, I feel com­ pelled to write again to the Public Pulse regarding the college referendum issue. * "I am afraid that, in spite of her three years >of college education, Ms. Olsen did not understand the thrust of my letter. Not being a taxpayer, and being the recipient of an education provided by tax- supported institutions, Ms. Olsen obviously does not know how much taxes have increased in McHenry county in the last eight to ten years. "For those of us on fixed incomes the rising tax rate has been an economic disaster. If the writer of the letter had really understood my letter she would have noticed that nowhere did I advocate the cessation of colleges, but rather a slow-down in expansion at the present time. We are ap­ proaching double-digit in- flation, (if we have not already reached it) food is up, clothing is up, all utilities are up, and if we hope to maintain our homes, we MUST protest the raising of taxes for whatever reason. "Our whole country must take a good look at priorities - what is essential, and what can we get along without? To the man who has been out of work for a month or two, even a 5 percent increase in our tax rate is a catastrophe. "The referendum passed. Those of us who opposed it have accepted defeat graciously - the majority still rules even though the referendum passed by only 230 votes, mainly from Crystal Lake which stands to benefit economically from the college. "I would suggest that Ms. Olsen be as gracious in her opinion of the 'people who never had the opportunity to get an education themselves' as A. G. Edwards & Sons, Inc. Weekly Market Review The market giveth and the market taketh away and at the moment it is taking back some of the profits of our three month old bull. The odds seem to favor a more severe correction than we have yet had during this fantastic advance and we have the background news to accommodate it. Over the weekend, Dr. Kissinger returned unsuccessfully from the Mid East which conjured back up old fears of renewed fighting and oil embargos. As early as last week, however, some old problems started to shake loose again: The bond market went into a tailspin. An almost incomprehensible budget deficit was talked about by Treasury secretary Simon,our foreign policy is falling apart, and concern over the outlook for long term interest rates is on the rise. The assassination of King Faisal last week added another major uncertainty to the list of problems. Being realistic, the market didn't need any help to come down after its 200 point orgy but there are plenty of excuses if one is needed. The action of the market so far is much poorer than in the few other attempts at corrections over the past three months-the advance-decline ratio is much more negative. Intra-day rallies are much weaker and the declines are much steeper. A pullback, perhaps in a stop and go fashion, to the Dow 700 area would not be out of line with historic bull market corrections. Unless market action deteriorates more than we anticipate or unless we are in more serious economic trouble than now realized, we look for the bull market to continue after the correction runs its course. For those who believe history repeats itself (or at least think it is interesting) we find that the "Stock Traders Almanac", by Yale Hirsch, provides some short term comfort. It states that "the market's two strongest consecutive days of the year are the Wednesday and Thursday prior to Easter Sunday (the market being closed on Good Friday)". After collapsing over 19 points Monday, 8 points this morning and 60 points since our intra-day high last Tuesday, March 18, we would appear to be primed for at least a reflex bounce up. We believe it advisable, however, to assume the correction has not yet run its course and that a cautious stance is warranted. Are You New In McHenry Area ? Do You Know Someone new? I WE WOULD LIKE TO EXTEND A ROYAL WELCOME TO EVERY NEWCOMER TO OUR AREA ! ! ! ! ! CALL A BIG STATE GOVERNMENT By LESTER W. BRANN, JR. President Illinois State Chamber of Commerce Sometimes it is a good idea to step back from the trees and look at the forest. The presentation of Governor Dan Walker's new budget for the state affords us a good look at the size of state government. He has asked the General Assembly to authorize spending of $10.8 billion. That's the largest such request in the state's history and represents a 56 per cent increase over spending in the current fiscal year. But to get some perspective on the matter and to see how large a part of our economy that govern­ ment has become, some comparisons are necessary. The latest available estimate of gross state product by the Illinois Department of Business and Eco­ nomic Development is $79.6 billion in current „ dollars. Thus, we can see that the state government will account for more than 10 per cent of all the output of goods and services produced in the state. Much of the state's spending is for salaries, either directly to state employees or indirectly such as school aid grants that eventually wind up as teach­ ers' salaries. Just how big government is in Illinois is easily seen by the fact that there are more than 709,000 government employees in the state. Local govern­ ments employ some 446,000. The federal sector accounts for nearly 150,000, and our state has 113,000 on its payrolls. Add to this the fact that 1,174,258 people receive some form of public aid in Illinois and you begin to get a picture of how many families in Illinois, with its total population of 11 million, depend on state government for all or part of their livelihood. This may add some stability in difficult economic times, but it does so at a considerable cost to tax­ payers, with next year's state price tag amounting to $10.8 billion unless the General Assembly d^es some severe trimming. we are in defeat. For her in­ formation my college education (and my husband's) consisted of night school courses - Great Books reading courses, and various symposiums and workshops that pertained to our chosen fields of endeavor. "Also, incidentally, we educated three children through college without ANY help from public funds, and while paying taxes throughout forty-nine years of marriage. When Ms. Olsen matches our achievements I hope she saves and re-reads my letter again and her answer to it. I feel sure her reaction will be vastly different then. (Mrs.) "Grace L. Sass" I REMEMBER tie mrnrn - 1 / w * * * * * * i * * * > > * * * t * * * • * * * * * * > * * * * * * I * * * * KNOW YOUR AREA-ROYAL WELCOME DOES IT BEST ^ What actually happens on March 21st--the day that spring arrives? The sun shines exactly half of the 24-hour day and the other half is night. Gen­ erally speaking, on that day the earth's axis is perpen- • dicular to the plane of the earth's orbit. The tilt of the earty mov­ ing from one area to Another, is caught when the earth's axis stands perpendicular to the plane of its orbit around the sun--and if the earth did not lean, or tilt, then there would be no seasons. Night and day would be of equal length and our weather would be affected. Winters would not be as cold and summers not as hot, if indeed there was much of what we know as seasonal weather at all. * • » • An individual's intelli- nce can be measured by is attitude toward reading. From Mrs. Sophie Thiesse, Fair­ mont, Minnesota: I remember my mother telling me of my illness following our arrival in the United States. I was bom in Germany and sailed to this country when I was two I had measles and pneumonia when we landed. There was little hope for my life but now I am 83 years old. In my youth I attended 8 years of parochial school, four miles from our house. Transportation was walking, riding horseback, riding on the milk wagon, or driving with a horse and buggy. When I was married, at age twen­ ty, I became a farmer's wife. I lived with my spouse for 63 years. We had 11 children. All our children attended the same school. We didn't have TV or telephone We worked the garden by hand power and canned fruit and vegetables. Now I have a modern home. In earlier years we experienced a tornado which took many buildings from out town. My husband's parents, my parents, my husband, one little daughter and six infant grandchildren are all buried in the same Church cemetery. (You can share your memories of yester­ day with others through this column. The OW Timer, 100 East Main St., Frankfort, Xy. 40401.) 1 NOW FOR THE ( # • 1 ( # • 1 1 1 SOMETHING NEW IN DELAYED ACTION MEDIC ATIONi CALIF­ ORNIA RESEARCH FIRM HAS DEVELOPED POROUS PLASTIC WAFER TO ADMINISTER EYE MEDI­ CATION ROUND-THE- CLOCK WITHOUT AN EYEDROPPER. MAY BE USEFUL IN TREATING GLAUCOMA AND VARIOUS EYE INFECTIONS. rV JOAN STULL DORIS ANDREAS 385-5418 385-4518 H0VAI WtlCOMt K0ENEMANN Q, Country Made Sausages, Hams and Bacon GERMAN IMPORTS AND CHEESES A Full Line Of m Just east of Rt 12 815 385-6260 VOLO