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AUGUST 6, 197S PLAINDEALER CENTENNIAfc E D I T I O N . • > i • v > Former Owners Of Plaindealer A MAJOR COMMUNICATIONS TOOL FRANK G. SHREINER CHARLES RENICH LUCY RENICH Former Publisher A.H. MOSHER W WILLIAM BURFE3NDT 1949 - 1961 Thousands Read Advert is em ents In the early days, following the first publication of the Plaindealer in 1875, when J YanSlyke, founder, was at its helm, advertisers were displaying their wares in print for a subscription list recorded in the low hundreds. Today, the Plaindealer that carries the advertisers' products total 6,800 and are read by an estimated 27,000 persons weekly. The value of such advertising twice speaks for itself. A review of papers of former years brings to mind names of some business owners who have been in McHenry for more than fifty years, and who have been among advertisers since that time. A complete mat service is available in the display ad­ vertising department, from which businessmen may select those which pertain to their individual needs. This service is offered free of charge. The display advertising manager, Tom Miller, and his assistants, Sam Zito and Keith Define Nefvs, Advertising Quite often in the newspaper business it is necessary to differentiate between news and advertising. One discerning man in the trade for many years defined the two in this manner: "How does a newspaper separate news from . a> vertising** "This question puzzles manV people -- especially those who seek personal gain through the free use of news space. "However, nearly every newspaper attempts to follow a simple rule in drawing a line between news and advertising. If information concerns the whole public, is fresh and in­ teresting, and does not promote the financial gain of an in­ dividual or firm, it is printed without charge. ,, "Sometimes news helps an individual or firm. An editor does not object to this. In fact, since the newspaper is a part of the local business community, it welcomes real news which aids local trade. "Nearly all advertising is newsworthy and contains fresh information which is vital to consumer and business. However, it can not be printed free because it is designed to promote the interests of a single enterprise. "Advertising space is an essential commodity in business as real as store rent, equipment, and employees. It is an investment in the same category with power costs and wages. « "When a merchant builds a new store, the announcement is of^eneral interest to the public and'many deserve space in the news columns. Specific in­ formation on the goods to be sold in the store is primarily concerned with attracting customers and is regarded as advertising." Leman, will be happy to serve the public in this department. Items From Old Files Humorous Bits In '75 News and advertising items which may seem very routine today, may provide many a chuckle in the years ahead. Read these and you will see what we mean. 1875 Barter and Trade Days Those of our subscribers who wish to pay their subscription in wood will do us a favor by bringing it along at once. The first time you come to town please bear this in mind. 187X An Undeniable Truth You deserve to suffer, and if you lead a miserable, un­ satisfactory life in this beautiful world, it is entirely your own fault and there is only one excuse for you--your unreasonable prejudice and skepticism which has killed thousands. Personal knowledge and common sense reasoning will soon show you that Green's August Flower will cure you of v Liver Complaint, or Dyspepsia, with all its miserable effect. You can buy a sample bottle for 10 cents. Three doses will relieve you. For sale by Colby Bro's. 1902 Shameful Treatment There are some men in this world who are indeed thoughtless and a few of them live in McHenry township. Perhaps these same men would not think of such a thing as beating their horses or over­ driving them, but time and again they will drive to the village, hitch their horses to a post and lose no time in getting into a store or saloon to find a red hot stove. In some villages in cases of this kind, horses are taken to the livery stable by the police and cared for, the owner being compelled to pay the costs. An ordinance to that effect in McHenry would be greatly appreciated by the humane element: 1930 "Aunt Lucia" The great collegiate comedy, "Aunt Lucia", will be the biggest event ever staged in Mc Henry on Sept. 11 and 12. The all star cast is headed by Paul Patzke as "Aunt Lucia" sup­ ported, among others, by Ralph Justen, Alvina Freund. Mildred Kinsala, William Althoff, Mrs. John Stilling, Lowell Nye, and Dorothy Knox. Flappers ^in- clude George Johnson, Tom Bolger, Atex Adams. Ray McGee, A1 Barbaian, Pete Schaefer, A1 Purvey and Walter Carey. For a quarter of a century, the Plaindealer has been a main communications tool to help us reach the vast McHenry-Johnsburg- Wonder Lake audience with news and photography for the people I serve in my Public Relations Service. The sincere consideration to these responsibilities of ours in terms of keeping the public informed reflects the strong community spirit and informed judgment shown xby the McHenry Plaindealer-and in behalf of the McHenry County Dairy-Promotion Council, McHenry County Fair, Family Service and Mental Health Clinic for McHenry County,, Pioneer Center, and Auxiliary to McHenry Hospitah (to specify some we serve) I express heartfelt appreciation on the occasion of this Centennial Anniversary. Down through the years, we've provided the Plaindealer and others in the newspaper arena with photos of special interest, sentimental interest, historic value and it's fun in this special edition to go Down Memory Lane. Do you remember these moments reflected here? Illinois Dairy Princess from McHenry county-Patricia Hogan Parsley, AA 1961 and 1962,; Dorothy Olbrich Kleckner, 1959; Maryann Granger ^ Huemann, 1958; and Marilyn Lindvall Stork, 1954 and 1955. MCHiNRY HOSPITAL 1 u* Auxiliary to McHenry Hospital-one of our favorites among PR clients in McHenry county and whose service continues outstanding. •Two favorites from the McHenry area-Patricia Hogan ^ Parsley, Dairy Princess, and Gail Marquart Burke, Miss McHenry County, 1962. The fair and the queen contest are always "big" in our activities and in Plaindealer coverage. An early favorite, this 1954 photo at Marine Day, (remember, old-timers!) when Chuck Weingart, (left), helped the McHenry County Dairy Promotion Council launch its first major outdoor promotion. Jim Curran, 4-H leader of the Cherry Valley group, * and Marilyn Lindvall, our first Dairy Princess, help with the toast. Chuck was Farm Bureau president and an * anchor man in the Dairy Promotion Council. ^rHERRYVALLFV //<<>* DLIM r MILK COUPONS HCR£ Don PeasLeugjg A and associates ••J9 public relations / creative photography / news service advertising / pr counseling / advertising pieces & brochures 388 LINCOLN AVENUE / WOODSTOCK 60098 / 338-1533 DON PEASLEY...BOBBI LILE...KAREN DODGE CHUCK AND SARA PEASLEY Pioneer Center, formally the McHenry County Association for the Retarded, another organization we serve whose contribution to the well-being of our citizens is notable. Family sen/ice and Mental Helath Center of McHenry County, one of the area's leading community-minded organizations. President Mario Perez (right) and Auxiliary President Barbara Powers at the last annual meeting.