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

-vn- mm* v?t I Msg, - JANUARY 10, 1968 ?arted Warmth Ks vertising Growth The small business and the individual may get more than adequate results from a very small newspaper advertisement. Thfi ronniimAr Inn Una for n cnacifip (torn nr aarvina la llkolv to scan every wJ related to hisNneeds. ThelvJpes the large retailer find it profitable to use fullj »ag© spreads? Does it make sense to increase the volume of advertising and the size of individual ads faster than a retail business grows? Yes is the answer to both questions. As a business grows in size, its competitive situation changes. Expansion depends on attracting nsw customers and operatic on a small margin of profit. It means facing more aggressive competitors. A broader advertising program becomes necessary. The large newspaper advertisement provides advantages similar to a more spacious building, and it is just as important to the super-retailer. The big advertisement enhances the prestige of the retailer; itgivestheimpressionofdominance;itcompetesfor the attention of new and passive prospects; bigness transmits a feeling of importance and newSiness. More important, the large retailer needs more space in which to sellhis great variety of goods.He needs space for illustrations, adable type, and detailed information on special offerings. The resultant increase in sales makes large-scale advertising cheaper for the volume retailer. It finally brings about lower prices for the consumer who shops from competitive advertising. SHF THINKS IM TOO Ybune to SO STEAD*., 3 THE WEEK'S LETTER "I'm a teenager, 14 years old. I like this boy who is younger than me; in fact we are going steady. I have a problem conconing him and my mother. She told me -to break up with! him because I am too young to go steady. I disagree with her. Everyone does it, why not me?" OUR REPLY: Everyone does it Is not a reason for doing anything- If you look about you carefully each day, you will most likely see people doing things that you would or could not do. For example, people driving automobiles. The law says you are not old enough -- because you tire not mature enough, not responsible enough -- as yet -- to indulge in so dangerous an activity as driving a vehicle on today's crowded highways. There is no law about when you are old eiiough to date. But, there arelawa limiting the age at which you can vote, at which you can get married. These laws cure for your own Erotectlon. Your mother's word i law -- should be law -- where the matter of your dating is contented. It is her responsibility, her obligation to bring you to the point of maturity as fully prepared as possible to meet the responsibilities of adulthood. She needs your help. Admittedly, these are big words, but they hold big truth. • • » t I you hov. a taaraga praMm ymt wont to dlKuu, or an observation to mako, wldmi your latter to F03 AND ABOUT TMNAOHB. COMMUNITY AOS) SUBUBAN MESS SftVtCL FRANKFOBT, KV. v >• V "Why don't y©si put ygyrself c team tofcecold-hearted about warmth.That's the best way to foil the growing gang of phony heating contractors who ihay be plotting an attack on your bank account right now. \ The Chicago Better Keating-Cooling council (€BHC), like every legitimate member of the heating industry, is concerned about the reappearance in the Chicago area this winter of crooks who masquerade as heating contractors in order to cheat homeowners out of thousands of dollars every day. They have a wide variety of tactics, but they usually just appear your door out of the blue. They are pulling all of *hese tricks this winter...." --They may try to sell you something you don't need, simply by claiming that you need itT --They may contract with you to install a quality product, but actually put in a sub-standard substitute ahdpocket the difference in cost. --They may dismantle your boiler or furnace for what they call "inspection" -- and then refuse to put it together again unless you buy a lot of expensive and unnecessary new parts. --Still worse, they sometimes botch a job so badly -- if you let them get that far -- that fuel leaks, fumes or even the possibility of explosion are likely to result. --They may even dream ip some imaginary work that "needs doing". If s sometimes difficult to tell the "good guys" from the "bad guys" -- in heating just as much as in a Hollywood western. But there are a few rules which -- if carefully observed -- can help you protect your pocketbook, your home, your health and maybe even your life. All of them are spelled "CAUTION." m *.•/- • " " • •• .r-rmm". •SSSf'sSis CHARLIES CURf-AU- "...jfrS*: Twice FORTY YEARS AGO (Taken from the files of Dec. 22, 1927) The students of junior high have some of their art work on display this week in the window of the Jacob Justen furniture store. This work which was ffAAAmnliflhoH vinstai* tho SHOP-WHBM PI©PLE CARE AB ii UROYAL WBLCOMK BUSINESiiS D^iil ROYAL WELCOME RECOMMENDED BUSINESSES THANK YOU FOR YOyf: PATKOiWGE |M raf\'.a Look for the Sigh of\Ouality9 Integrity and Vahw at ANN'S GIFT SHOP BUGKLEY'S CLEANERS CAREY APPLIANCE, INC. CRYSTAL LAKE COSMETICS FREUND'S DAIRY GENEVIEVE'S TOM HUEMANN WATER CONDITIONING J EPS EN TIRE CO. , MCHENRY ANIMAL HOSPIT, NYE DRUGS, INC. THE PIN CURL BEAUTY SALON-- STOFFEL & REIHANSPERGER, INSURANCE WHITE'S MEN'S SHOP v 1 t A debt of gratitude is owed to the above businessMor bringing a Royal Welcome to McHenry new families as well as their continued service to our long established residents. vision and instruction of Mrs. Ray McGee is well done and shows that a great deal of effort must have been spent by the teacher as well as the pupils. Apollo clay is used in making the frames for the plaques which are made' in the Gesso Craft work. » Miss Dorothy Wormley entertained the members of the F.H.H. club at her home. Five Hundred was played and the first prize was won by Gladys Warrington and second prize by Mildred Gans. , Mr. and Mrs. Walter Brooks and son moved to Chicago. They have been living in the P.J. Cleary house on Waukegan street. TWENTY-FIVE YEARS AGO (Taken from the files of Dec. 24, 1942) Bowling games of 225, 246 ,<• and 202 Bob Conw|$ turn^djpw a handsome 673 series-to lead * one of the highest scoring matches in local records. At a ceremony solemnized in the rectory of St. Thomas church in Crystal Lake by Rev. Father E. A. McCormick, Miss Marion Lodtz and John B. Engel son of Garden Prairie exchanged nuptial vows. The Plaindealer is proud to add to its list of those who are now serving their country in one way or another the name of 2nd Lieut. Angela B. Tonyan, McHenry's first lady in service. She has served as an army nurse in foreign service since Easter. TEN YEARS AGO (Taken from the files of Dec. 12, 1957) Gordon Johnson, Rt. 4, McHenry, a senior in the McHenry high school, received word this week that he has been named as semi-finalist in the National Merit Scholarship competition. He is listed among the 7,500 high scorers on the scholarship qualifying test. The only - other previous winner from the local school was David Knox. Miss Helen Haney of Champaign and Lester Duane Bacon of McHenry were married Nov. 30 in the chapel of the First Methodist church of Champaign. JlSY. A. Co Plumb 01111;iaieu. Last Saturday six trucks from the McHenry area delivered 513 bushels of corn tothe county fair grounds on behalf of the C. R. 0. P. drive. This together with the $162 received in donations and church offerings sends the McHenry area over the top in its goal of 600 bushels or dollars. Twenty-three employees of the Green street Ben Franklin store were guests of Harry Dean at a Christmas party held at the Country Club. 9 Tax Facts Monday, Jan. 15, is the due date for the final payment of 1967 estimated federal income tax, according to E.C. Coyle, Jr., Chicago's district director pf Internal .Revenue service. Art amended $ecl?*ration of "196?%^maiMincbiro tax may be required by Jan. 15, 1968, from taxpayers who have, had changes in income or exemptions during the last, quarter of 1967 that cause substantial increase or decrease in income tax. Thev amended declaration form printed on the notice of installment received by taxpayers may be used to amend the original estimate or Form 10 41-ES (amended) may be obtained from any IRS office. An original declaration of 1967 estimated Tax should be filed by Jan. 15, 1968, on Form 1040-ES by taxpayers who just became liable for filing an estimate'during the fourth quarter. Payment of the last installment, filing of an amended declaration or original declaration which would otherwise be due on Jan. 15, 1968, need not be done if the taxpayer files his 1967 income tax return, Form 1040, and pays in full the balance of tax due on or before Jan. 31, 1968. Document No. 5111, "Estimated Tax and Tax Witholding", furnishes additional information on this ^subject and may be obtained by aropping a post card to your District Director, P.O. Box 1193, Chicago, Illinois 60690. PUBLIC PULSE (The Plaindealer invites the public to use this column as an expression of their views on subjects of general interest in our community. Our only request is that writers limit themselves to 300 words or less signature, full address and phone number. We ask. too, that one individual not write on the same subject more than once each month. We reserve the right to delete any material which we consider libelous or in objectionable taste.) COURT HOUSE PROBLEM "To the Editor: "With the courthouse controversy reaching the state of citizen involvement, I would like to contribute to the public discussion. "Basically, my position is that county government needs niore space, rather than an entirely new courthouse complex. No administrative official or judge that I have talked with argues for abandonment of present facilities. What they seem to want is a more logical arrangement and more space. | "One possible improvement would be the development .of a judicial-law eraoTcetitiftit "itot^ r around the present annex aid Class properties, while using the Courthouse for administrative offices. "It seems to me that the only acceptable reason for abandoning the courthouse and annex would be a finding of structural unsoundness. Since no qualified person has made such a judgment, tal^ of an entirely new courthouse annex seems premature. "However, if the decision - piakers reach the point of abandoning present facilities - for whatever reason - my position will change. If an entirely new courthouse complex is to be constructed, it doesn't make sense to me to build it farther away from the population center than it is now. For this rea- 'Son, I shall support any move to place such a new facility closer to the population center than is the present courthouse. "Nevertheless, it is my belief that the most economical solution to our space needs for the foreseeable future lies in modernizing present facilities and adding what space is needed on property that is already owned,by the county." "Sincerely, "Cal Skinner, Jr. "McHenry County Trea- " surer." .«• Truck drivers haVeto be ft - >. rugged breed to stay alive on = today's roads. But t&sy drive in a "jjentle" way and can offer you some valuable tips on preserving lif© and limb in the increasing traffic slaughter on our highways. An intensive interview of one professional driver, whose record includes 16 years of safe * driving, and about 1,600,000 miles of roadway, provided the _ following tips: The weather. Always adjust your driving-to it iby slowing down. If it's too bad, get off the road. Overconfidence. Beware of this driving trait, ialong with others like anger, lack ofcour- „ tesy, distractions and a "don't care-attitude." These caase accidents by destroying a driver's control over the vehicle. Driving is a full-time job with little room for emotional selfindulgence, the pro said. Women drivers. They should not expect politeness on the road, regardless of the rightof- way involved. However, men should anticipate this feminine trait and be wary of it when driving. Road choice. Choose your route with care, selecting only the better roads, if you can, where modern safeguards such as wide lanes, reflective signs, controlled traffic access and many other factors are combined for your safety. Vacations. Don't drive longer than your normal work day. Drive during the time you normally work, which means during the day for most people. Rest often, every three hours or so, by stretching, having a soft drink or strolling a bit. Be safety conscious. Report illegible or damaged traffic signs and other road hazards to authorities so they can be corrected. Your vehicle. Keep it purring in top condition with frequent maintenance. Don't let a bald tire end your life in an emergency situation. Use those safety belts. You. Lastly, stay alert, drive defensively, make your eyes move, look ahead for potential danger. Expect the unexpected When yott drive, :;andi you may live to tell about "what almost happened." If you see a dangerous situation developing, plan an "out" for yourself immediately. And when you drive, "behave", Said the pro. COOPERATION . . . Near Tam Hiep, Vietnam, 8p/4 Dennis Bond and PFC Stephen Graham are assisted by a village in assembling culvert halves along a roadway. GOODWILL FOUNDERS DAY ? During January, Goodwill Industries observes the annual Founders Day of its inception as an agency serving the handicapped men and women, Mrs. Agnes T. Adams, local representative, said when she reported that the Goodwill truck will be in McHenry, Friday, Jan. 12. Fisherman in Iceland average a catch ofover7,000pounds per capita per year -- far more than any other country. Patch & Paint Carefully fill all cracks in ceilings and walls before repainting. Be sure to smooth patches level with the surface. Small hairline cracks can be filled with spackling material. It setB rapidly, so smooth the surface before the filling material is quite dry. Apply filler with putty knife, an old kitchep knife, or even your finger or thumb. Be Wise Shop In McHenrf For Your Information Dear friends, Question: How much should a funeral cost? Answer: Never more than the fefflily wishes to spend and can afford to spend. Our establishment offers a wide range of plainly marked prices, which enables each family to Select a funeral service well within its means -- and this we definitely encourage. Respectfully, . 75 McHenry, Illinois : PETER M. JUSTEN & SON irLiriEK&iL HC/^E 385-0063 Happiness is Helping! GIVB UNITED WILL YOU BE A VOLUNTEER FOR UNITED CEREBRAL PALSY? The Annual Fund Drive begins January 14th, 1968 & door - to - door marchers are needed in all areas. If you Wart to help, eall'3S5-451i w 385-2884. WE NEEp YOU! pi OPTOMETRIST Dr. John F. Kelly At 1224 N. Green Street, McHenry (Closed Wednesday) Eyes Examined ©Ieqbsd Fitted Hrs. Dally 9:30 a.m. to 5 p-m. Friday Evenings 8:80 p-m. Evenings by Appointment PHONE 885-0452 Dr. Leonard L. Bottari Eyes Examined-OteFjces Fitted Contact ILameas 1808 N. Richmond Road Hours: Mon., Tues., ®rauro., Fri. 4:00 p.m. to 6:00 p.m. Tues., Thurs., ft Frl. Eve 7 p-m. to 9 p.m. Sat. 9:30 to 8:00 p.m. No Hours on Wednesday PHONE 885-4151 If No Answer Phone 885-2262 OFFICE v * c„ ^ j EQUIPMENT MhsHemy €@unty Q§Uce Machinet Sales • Service St Rentals Typewriters, Adders, Calculators Mon- - Sat. 9:00 - 5:& Friday till 9:00 p.m. Phone 459-1226 93 Grant St., Crystal Lake, 111. METAL WORK Sehroeder Metcdcraft for y Home and Garden Wrought Iron Railings Patio Furniture Antiques 1705 S. Rt. 81 PHONE 885-0950 VACUUM CLEANERS" Authorized and Bonded Electrolux. Representative JAMES VAN FLEET 2501 Martin Rd. McHenry, Illinois 385-6027 ACCOUNTANTS Paul A. Schwegel 4410 West Route 120 McHenry, Illinois 885-4410. CHIROPRACTOR Dr. Artfmr J. Howard Chiropractor 2606 S. River Rd. 'J--P-h._S85r852© - Closed XhUrs. By Appt. - Sat. 9 to 1 INSURANCE Earl R. Wahh Fire, Auto, Farm ft Life Representing RELIABLE COMPANIES When You Need Insurance of Any Kind PHONE 885-8800 or 885-0958 8429 W Elm St, McHenry, III. George L. Thompson General Insurance • LIFE • AUTO • HEALTH • FIRE • CASUALTY • BOAT Phone 815-885-1066 8812 W. Elm St., McHenry In McHenry Plaindealer Blgd. B. Beckihbaugh PHONE 885-6150 or > 885-1822 INSURANCE ALL KINDS Dennis Conway Auto, Life, Fire State Farm Ins. Cos. 8815- W. Elm St. McHenry, Illinois 885-5285 or 885-7111 LETTER SERVICE Mimeographing - Typing Addressing' - Mailing Lists McHenry County Letter Service 1212-A N. Green St PHONE 885-5064 M o n . t h r u F r i . 8 - 5 Closed Saturdays RADIO & TV SERVCE Radio - Phono v Black ft White TV's ft Color WiU Pick Up Portable Items To Be Fixed W f B . Cleveland ° 606 So. Orchid Path 885-5024 385-0170 I Jl