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PAGE 12-PlAINDEALER-WEDNtSDAY, MARCH 1, 1077 EDITORIALS TV And Cigarettes > One of the eye-opening revelations of 1971 concerning television, is that the banning of cigarette commercials, for which the tobacco companies had been spending something like $205,500,000 an­ nually, made little difference on cigarette sales Sales increased by about 1.5 per cent in 1971 without television promotion and even though the manufacturers didn't spend much of the money saved on other forms of advertising - though ads in magazines and newspapers were up sharply, of course. (Total sales increase because of population gain, though many are quitting the habit.) Newspapers expect another ten per cent in­ crease in cigarette ads this year. The 1971 story indicates what many observers have suspected for a long time. Cigarette commercials were obviously phony, so moronic in tone, as is so much on television, that they were largely ineffectual Saving U.S. Babies The greatest killer of babies at birth is hyaline membrane d i s e a s e , k n o w n a s H M D . T h i s d e f e c t , o r d i s e a s e , k i l l s 20,000 American babies a year. Cause of death is that these babies' lungs refuse to re­ open after the first exhaled breath of air. They laek a fluid called surfaetant, which makes the lungs pop open again after the first breath is forced out. Without this the lungs fail to function adequately. P r o g r e s s i s n o w r e p o r t e d l y o n t h e h o r i z o n , o r c l o s e r . Doctors had long known babies which often gninted were more likely to experience the trouble. It was recently learn­ ed in South Afnca that when a tube was inserted into the lungs of babies the oxygen starvation became worse, not better, a surprise. Then Dr. George Gregory of the University of California managed to insert a tube into a baby's lung and pushed air to the baby at twice atmosphereie pressure-and achieved relief. That was in 1969; he reported very good results on a number Sf babies in the New England Journal of Medicine in June, 1971. Last month Medical World News reported a dozen other specialists in the U.S. now using the same process-called CPAP (continuous positive airway pressure). This treatment can be performed safely only bv specialists. But this and several other new hopes, early detection of the problem and an approach to treating babies with steroid dnigs at birth, offer hope that the grim HMD toll of 20,000 American babies a year can soon be drastically reduced. Tax Help Needed A study of the Commerce Clearing House in Chicago shows state and local taxes soaring in many states and taxpayers being increasingly burdened by these increases. New York State leads the nation with an average state and local tax take of $652 per citizen (not per family) and Arkansas, with a $252 per capita average, is the lowest- taxing state. What concerns many is the rate of increase in state and local taxes. In 1971 thirty of the fifty states raised their tax rates in some form. Most of the nation's larger cities al so raised rates, as did many smaller cities. Thus most Americans were hit with both city and state tax increases, plus some federal tax increases. The rate of increase in 1971 was highest in the follow­ ing states. Alaska, Virginia, Kentucky, Maryland, Hawaii, District of Columbia, Illinois, Wisconsin, Pennsylvania, Connecticut, Nebraska, Missouri, North Carolina, Delaware, Maine, Georgia, Alabama, New Jersey, Iowa, South Caro­ lina, Massachusetts, Vermont and Michigan, in that order. Yet the 1971 increase can mean comparatively little in a state such as South Carolina, where state and local taxes in 1971 claimed only $274 per capita while states like Navada and California, with lesser 1971 percentage in­ creases, exacted a toll of over $500 per capita. As the tax take continues to increase, as do prices, it becomes almost mandatory that the federal government be­ gin sharing some of its revenue with states, to enable them to hold state taxes at their present level, or in some cases to aid communities sufficiently so that excessive property taxes can be reduced. Quality vs. Quantity The kind of people an advertising medium reaches may be of more significances to a retailer than the number of people reached Although the local newspaper can not be equalled as a means of completely covering a trade area, the newspaper has an additional advantage of quality which is more important. The people who read newspaper advertising are the best prospective customers for the local retailer for two reasons. In the first place, newspaper readers are likely to be the people in the community with the most money to spend. Secondly, they are often people who actually are looking for something to buy. Studies of advertising media have shown, without exception, that the preference for the newspaper over other advertising media increases as the incomes of people incre??e Th#> of a men's dress shop illustrated the importance of this principle when he said: "Our advertising encourages charge accounts. However, when we use certain media other than newspapers, too many of the people who respond are customers who cannot afford our goods and are not good credit risks But we can depend on newspaper advertising to bring in customers with substantial resources." Just as people who are able to buy are likely to be newspaper readers, the people who are most willing and ready to buy are almost certain to read local newspaper advertising Newspaper advertising fills a real need for the person who is ready to buy. For, the newspaper advertising columns are read by people who are already in the market for goods and services and have actually started their shopping by deliberately covering the newspaper advertising ••v LIKE A LION? m & poftf MARKET OS.lnd^'«uu" out*' « 3X"bie Building Permits The following building permits were issued by the city of McHenry from Jan. 1 through Feb. 22: George Szmergalski, 807 Oakwood drive, Whispering Oaks, 6- room single family dwelling. Ladd Enterprises, 804 Oakwood drive, Whispering Oaks, 5-room single family dwelling. James Erickson, 913 Oakwood drive, Whispering Oaks, 6-room single family dwelling. Yorktown Builders, 5116 W. Route 120, Lakeland Park, 6-room single family dwelling. State Bank of Woodstock, Bauer's subdivision-Green street, 7- room single family dwelling. Sun Oil company, 4716 W. Route 120, advertising sign. Granville Sorenson, 1303 N. Richmond road, advertising sign. Foremost Liquors, 4512 W. Route 120, advertising sign. Crokin Construction, Country Club Estates-Green street, 6-room single family dwelling. Ladd Enterprises, 904 Royal drive, Whispering Oaks, 5-room single family dwelling. Ann E. Kvapil and Judith H. Coffey, 1016 Oakwood drove, Whispering Oaks, 6-room single family dwelling. M M. Frett, 710 Lillian street, Cooney Heights, new siding. Victoria Oldziewski, 3932 W. Main street, advertising sign. James Patzke General Contractors , 3016 Charlotte avenue, 8- room single family dwelling. Peter Gies, 1617 N. Riverside drive, room addition and remodeling. March, 1972 With rushing winds and gloomy skies The dark and stubborn Winter dies; Far-off, unseen, Spring faintly cries, Bidding her earliest child arrise; March! --Bayard Taylor For Americans March is a month full of historic and meaningful dates. The name of the month comes from Mars, the Roman diety, and for many centuries March was the first month of the year. In Colonial America the years once began with March so that, in studying history, it is well to keep in mind that a visitor to America who stayed from February of 1710 to March, 1711, stayed only one month! The 1st is Nebraska State Day and the 2nd Texas Inde­ pendence Day. On the 3rd, in Edinburgh,Scot!and, in 1842, the developer of the telephone, Alexander Graham Bell, was bom. The 4th is Vermont Day and also the birthday anniversary of Count Casimir Pulaski, Revolutionary hero from Poland--dating from 1748. On the 5th in 1770 occurred in Boston an incident which did more to turn Americans against the mother country than any other single incident up to that time. There British troops in King Street fired on a noisy, rock-throwing crowd, killing three of them. John Adams always believed this tragedy was the fateful turning point in American-English relations. The 6th is Alamo Day, dating from 1836 when it was overwhelmed by the Mexican Army. The 8th, dating from 1841, is the birthday anniversary of Oliver Wendell Holmes, bom at Boston. The 12th is Girl Scout Day and on the 14th, in 1794, Ely Whitney patented the cotton gin. On the 15th, in 1820, Maine was admitted to the Union. On that same day in 1767, near Lancaster, South Carolina, Andrew Jack­ son, 7th U.S. President of the nation (1828-1836) and the first President from the "plain people" was bom. know{T t , r * V rawest tSf Why does a cool ing of the a i r o f ten produce c louds 9 The a i r a lways conta ins a cer ta in amount of mois ture . When there a re no c louds in the sky , the mois ture i s in ­ v i s ib le , bu t i t i s there . Cool ­ ing condenses a i r and re ­ duces i t s capac i ty to re ta in wate r . In do ing so . the inv is ib le wate r par t i c les in the a i r become re la t ive ly grea te r in con ten t and f ina l ly become v i s ib le d rop le t s of mois ture . A c loud , then , i s the resu l t o f coo l ing a i r , which changes inv is ib le mois ture in t 0 vis i ­ b le form. This cool ing process a l so produces fog--the lowes t of , the c louds . The sun ' s hea t ­ ing of the ear th hea t s the a i r above i t which r i ses and i s cooled in the h igher a l t i tude c a u s i n g t h e f o r m a t i o n o f mos t c louds . Sensitive L i t t l e C l a u d e ' s m o t h e r r e luc tan t ly a l lowed her p re ­ c ious ch i ld to a t t end publ ic school . She gave the teach­ er a long l i s t o f ins t ruc t ions . "My Claude i s so sens i ­ t ive , " she expla ined . "Don ' t ever punish h im. Jus t s lap the ch i ld nex t to h im. Tha t wi l l f r igh ten Claude ." '1 don't care who you are. Everyone around here wears a safety hat!" Hearts may break from suffering, uncertainty, sorrow, sin. . . . God's Word Heals Broken Hearts Hear it every day when you DIAL-A-DEV0TI0N ,385-8729 WHO KNOWS? 1. How o ld i s Black Jack , the i r ider less horse a t Pres iden t Kennedy ' s fu ­ nera l ' 5 2. What i s the p roposed budge t de f ic i t for the cur ren t f i sca l year 9 3. What i s po lyes te r syn the­ t ic mate r ia l made f rom? 4 . From what an imal was the Teddy Bear fash ion ed? 5 . What i s the s ign i f icance of Ash Wednesday 9 6. With which church were the major i ty of U.S . P res i ­ den ts a f f i l i a ted 9 7 . When were the Gi r l Scouts organ ized in the U.S . 9 8. Name the f i r s t a tomic submar ine and when was i t l aunched 9 9. The dragon i s the emblem of what count ry? 10 .Of what i s numismat ics a sc ience 9 •sjBiaui put? suxoo'oi "BUTHO '6 'K6I ui ./snpnBN,, aMiL -g *2161 ' Z \ M3JTW ' i •ipmqo iBdoosida £>MX "9 jo 8uTUUi3aq am s i u -g •Bij^J?snv oi 3AT}BU JBUIUJBUJ B f? •unds i j au i dm puB uinajoJ^ad puB la^M 'JIB 'IBoo sauiBU 4,iioog JOBJ jaqij apBLU-UBjM aqjL,. •£ •uointq-oH inoqv •Z •aAij-jfiuaMj, 'I sftou)| oi|M oi SiaMSuy PUBLIC PULSE (The Plaindealer invites the public to use this col­ umn as an expression of their views on subjects of general interest in our community. Our only re­ quest is that writers lim­ it themselves to 300 words or less - signature, full address and phone num­ ber. We ask too, that one individual not write on the same subject more than once each month. We re­ serve the right to delete any material which we I consider libelous or in ob- jectional taste.) ENTERTAINMENT PLUS "Editor: "Occasionally a movie is brought to our town that is worthy of family viewing. A film of this caliber - The RA Expediton - was scheduled for a limited one-night showing, Tuesday, Feb. 22, 1972. "The anticipation of seeing the RA Expedition softened the always difficult act of separating the admission price of $1.50 from the safe confines of my wallet. "The excellence of this film was obvious from the onset, but only by exerting extreme concentration could I follow the dialogue above the cacophony which was endured Ask W$L Q) What effect will the new tax law have on the amount of tax withheld from my pay­ check in 1972? A) As a result of changes in the withholding system for 1972, single employees earn­ ing up to $25,000 a year and married employees, whose spouses are not employed, with earnings up to $31,000 a year, can generally expect to have their full tax with­ held. Wage earners should de­ termine if it is necessary to MENTAL HEALTH MATTERS Through the courtesy of Family Health Service and Mental Health Clinic Helping Employees Employees with alcoholism problems can be helped--to the benefit of both employer and worker, experience has shown. This was the reason why Con­ gress, in recent legislation relat­ ing to alcoholism, sanctioned the establishment of alcoholism prevention, treatment, and reha­ bilitation programs for Federal employees. Leadership action in this field has been taken by Dr. Vernon E. Wilson, Administrator of the Health Services and Mental Health Administration of HEW. "As a physician, I accept the view of the American Medical Association that alcoholism is a treatable disease," said Dr. Wil­ son in announcing the establish­ ment of a health program for HSMHA employees. Alcoholism as an employee health problem is to be treated as other health problems, with­ out stigma; and the new pro­ gram introduces non-disciplin­ ary procedures offering rehabili­ tative assistance. Supervisors are not expected to diagnose alco­ holism. Rather, they will coun­ sel employees with problems to seek medical assistance through the Federal employee health service. Employees will be given op­ portunity to receive diagnostic aid and a recommended treat­ ment program. Individuals who suffer from alcoholism will be given the same respect, confiden­ tiality of medical treatment, and record handling as employ­ ees who suffer from any other health condition that affects work performance. Dr. Wilson takes the view that it is in the best interest of employees and agency alike that alcoholism be diagnosed and treated at the earliest possible stage. "By helping employees with alcohol-related problems in an enlightened way," he says, "we can perhaps undo some of the harm which has resulted from the obsolescent view that alco­ holics are guilty of willful wrong doing and thus should be sub­ ject to moral condemnation or punitive action." throughout two hours oi viewing. Well, not quite two hours; for much to my chagrin as the end of the film drew near its engrossing climax, the curtain was closed against the film, still in progress. After a moment of stunned silence, the confused audience had no choice but to begin filing out. At this point it became an im­ possibility to understand any of the dialogue. A few of us, more determined, rose to our feet and doggedly tried to watch the film to its end through the curtain, however distorted and hazy. I was unable to decipher where or how the RA Ex pedition ended. "Coupled with being sub­ jected to extraneous noise, and objects being thrown through the air, it was unseemly a paying audience had to tolerate such high-handed treatment by management. "Respectfully, "Arline Seebach" For Your Information Dear friends, Your clergyman, beyond anyone else, offers comfort and reassurance to the bereaved family. He establishes with the family and funeral dir­ ector the desired religious service in accordance with the rites and customs of his church, and the wishes of the family. He graciously ad­ vises on the many details of the formal and graveside service. His services are of in­ estimable value during this time of grief. Respectfully, PETER M.JUSTEN & SON FUNERAL HOME McHonry, Illinois • i 385-0063 file a new withholding exemp­ tion certificate (Form W-4) to avqid overwithholding and unnecessary reductions in take-home pay. Specifically, employees should (1) claim all the withholding exemp­ tions to which they are en­ titled, (2) claim the new "special withholding allow­ ance" if single and earning $25,000 or less or if married and earning $31,000 or less (allowance may not be claimed if employee has more than one job), and (3) claim the "additional withholding al­ lowances" shown on the back of Form W--4 if their item­ ized deductions are substan­ tially larger than the stand­ ard deduction. Q) I was out on strike last spring. Do I have to pay tax on the strike benefits I re­ ceived then? A) Yes, strike benefits are taxable, unless the facts clearly show they were in­ tended as a gift. See IRS Publication 525, Taxable In­ come and Nontaxable Income, for complete information. It is available free by dropping a postcard to your IRS dis­ trict office. Q) What transportation ex­ penses are deductible that are not business related? A) You may deduct as a charitable contribution unre­ imbursed out-of-pocket trans­ portation expenses directly attributable to services you render to a charitable orga­ nization. If you use your own car, instead of actual ®x* penses you may use the rate of six cents per mile to de­ termine your deductions. Transportation expenses necessary to get medical care are also deductible in the same way. However, these expenses are subject to the three percent rule for medi­ cal expenses. Transportation expenses ^ in connection with education and moving may also be de­ ductible. Details can be found in two booklets: IRS Publi­ cation 508, Tax Information on Educational Expenses, and Publication 521, Tax Infor­ mation on Moving Expenses. They're both available free by dropping a postcard to your IRS district office. Q) Have there been any changes in the Social Security Tax rate for 1972? A) No. The rate remains at 5.2 percent for both em­ ployers and employees. How­ ever, the maximum amount of wages subject to social secur­ ity tax has been increased to $9,000 for wages paid in 1972. > nNAL pgOf^S TO*Y OPTOMETRIST Dr. John F.Kelly At 1224 N. Green St *eet McHenry (Closed Wednesday) Eyes examined .. Glasses fitted Contact Lenses Hrs; Daily 9:30 a.m. t<> 5 p.m. Friday Evenings - 8:'i0 p.m. Evenings by appointment PHONE 385-0452 Dr. Leonard Bottari Eyes Examined - Contact Lens Glasses Fitted 1303 N. Richmond Road Hours: Mon., Tues., Thurs.and Fri. 4:00 p.m. to 6:00 p.m. Tues., Thurs., & Fri Eve. 7:00 to 9:00 p.m. Sat.: 9:30 to 3:00 p.m. No Hours on Wednesday PHONE 385-4151 If No Answer...Phone 385-2262 OFFICE EQUIPMENT McHenry Comity Office Machines Sales-Service & Rentals Typewriters - Adders Calculators Mon.-Sat. 9:00-5:30 Friday 'til 9 p.m. PHONE 459-1226 93 Grant St., Cyrstal Lake, 111. LETTER SERVICE Mimeographing - iyping Addressing - Mailing Lists McHenry Letter Service 3509 W. Peorl St. McHenry PHONE 385-5064 Monday through Saturday. INSURANCE Earl R. Walsh & Jack Walsh Fire, Auto, Farm & Life Repre seating RELIABLE COMPANIES When You N^ed Insurance ot Any Kind PHONE 385-3300 3429 W. Elm St., McHenry, 111. George L. Thompson General Insurance '•LIFE '"AUTO ""HEALTH *FIRE *CASUALTY *BOAT Phone 815-385-1066 3812 W. Elm St., McHenry In McHenry Plaindealer Bldg. Dennis Conway AUTO, LIFE, FIRE STATE FARM INSURANCE COMPANY 3315 W. Elm St. McHenry, Illinois Phone 385-5285 or 385-7111 put want TO WORK FOR YOU FOR FAST RESULTS PHONE . 385-0170 i