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PAGE JO - PLAINDKALER-WEDNESDAY, MARCH 5, 1975 EDITORIALS City Of Crime A recent Detroit Free Press poll showed most inhabitants of the motor city would like to tell it goodbye. The reason: too much crime. Fifty-five per cent of the city's whites and forty-three per cent of its blacks told pollsters they would leave if they had the money and the chance. This is but the latest indication of the insecurity depths to which metropolitan life in the United States has fallen. This accounts, in part, for the new trend of getting away from the city -- to country or suburban life. It emphasizes the urgent need for an all-out war on crime by all civic-minded Americans. School Books Controversies have arisen in several communities across the nation in recent months concerning books made available to students in school libraries. Some are in the modern fad of all-out frankness about everything, including murder and rape. One which particularly disturbed parents was a book by a militant describing his career of rape, with little apparent remorse. Others are equally far out, and as a result many school authorities and parents have banned certain books or attempted to remove them from school libraries. This has prompted an indignant response by some liberal groups, which see the issue as one of freedom of speech and thought. But in this instance the constitutional goal of freedom to read what one wishes, short of incitement to revolution, is not the final criterion for judgment. The education of young Americans is a controlled system. Young, impressionable minds are not necessarily ready to see and read anything, no matter how shocking or unconventional, and books in that category are often not conducive to a balanced education, but misleading. The same, primary problem involves uncontrolled commercial television. C.E.T.A. At Work In County Businessman's Corner LET'S TALK ABOUT NEWSPAPER - ADVERTISING Presented to you by Keith Leman Sates Rep. HOW TO FIND OUT WHAT NEWSPAPER ADVERTISING CAN DO FOR YOUR BUSINESS Let's suppose that you haven't done much in the way of newspaper advertising, either because you haven't been in business very long or you just never believed it would do you much good, and now you'd really like to find out its potential value for your business. The most important thing to remember, when testing newspaper results, is that advertising that is published only one time in one issue of the paper, is not going to tell you a whole lot about newspaper advertising results. True, if you advertise a "hot item", something that is really in demand at a highly competitive price, you are going to get traffic in your place of business, as the result of one ad. But, this is "shot-in-the-arm" type advertising and cannot compare with a well thought out program that has planned continuity. Ideally, to provide you a worthwhile result picture, plan to run 8-10 display ads, some with "hot item" product features, and others offering everyday type mer­ chandise, at the best possible prices. If your budget is very limited, run the ads at weekly intervals as there is usually residual benefit that will show up on your result tabulation. Be sure that sufficient time is taken to plan each ad carefully. Here again, ybu won't go wrong taking your newspaper representative into your confidence, letting him help you with the design and copy. Of course, it is unwise to "throw" an ad in the paper that you have slapped together hurriedly just for the sake of having something appear in the paper. Remember the tried and true basics for successful, resultful advertising design. Don't pack every inch with copy, leave some white space here and there so that the ad does not appear to be hard to read and understand. People don't like to read messy ads covered with diverse copy. The wording should flow smoothly, sound pleasant and inviting; even if you're selling grave monuments the terminology can be attractive. Try to be lighthearted in your approach, but never "cute." Avoid being ambiguous. Don't use terms known only in your trade. Successful business people, making it a habit to advertise regularly in their local newspaper, have learned that not every ad will prove outstanding in the results it provides. Even the experts cannot foretell which ads will be winners and losers, but past experience certainly is a determining factor to insure that each ad contains the basic ingredients for success. Again, your newspaper rep. can be worth his weight in gold to you as an advisor. Another very important point to remember is, since you are going to put forth the effort to make up a series of test ads, and you are going to spend money to run them in your local newspaper, be sure that you have a definite method of tabulating results. Nailing down the source of customer traffic has always been a difficult task, but it can be done, if your sales people are properly instructed in how to tabulate. The best method is to have a place on the sales slip requesting that the customer provide the information, when asked, as to what brought him into your establishment. And, even those that have been old customers may say, "I saw your recent ad for . . so count him as one who re sponded to your advertising. After all, you have no way of knowing how long it would have taken the old customer to return if the ad had not brought him in this time. Don't be reluctant to give your advertising the credit in borderline cases; the tabulation results are gf ing to be very helpful to you in the future and will assist greatly in determining long range advertising plans for the months ahead. People coming to your place of business, who look and don't buy, are the most difficult to tabulate, but should not be overlooked. Bear in mind, they did come in and the fact that they did not buy should not be counted against your advertising. Instruct all sales personnel that, in their conversations with such people, they should come right out and ask, "did you see our ad," or "did our ad prompt you to visit us." People do not mind such questions, but will seldom offer the information if not asked. And, this is vital information because it tells how many chances you had to make sales because your advertising was "working." Above all, be thorough and be fair in tabulating a d v e r t i s i n g r e s u l t s . Y o u ' r e n o t t r y i n g t o p r o v e t h a t newspaper advertising doesn't work . . . you're spending your money to find out how well it works! If you advertise and tabulate properly you won't be disappointed! By J. Austin NEXT WEEK: MECHANICS OF TABULATING ADVERTISING RESULTS C.E.T.A. (the Com­ prehensive Employment Training act) was passed by Congress Dec. 28, 1973. C.E.T.A. allows governments of states, counties or cities with population of 100,000 or more to establish federally funded programs to effectively reduce unemployment. McHenry county is one such government agency. Therefore, it is con­ sidered a prime sponsor of the C.E.T.A. program. As a prime sponsor, the governing body of McHenry county has several goals. The first goal is to provide job training and employment opportunities for the unem­ ployed, underemployed, or the economically disadvantaged. The second goal is to provide supportive services (coun- For this, and common sense reasons, school authorities (and perhaps in unusual cases parents) have a direct, normal interest in the selection of books for school libraries. This has nothing to do with public libraries or book stores, which remain free to offec^ almost any degradation to the public, much of which is not a part oi a normal, sensible education. A. G. Edwards & Sons, Inc. Weekly Market Review The stock market, by the action of individual stocks and the popular averages, is always telling investors something. The story is very seldom a clear one and when it appears to be clear, watch out. "Reading" what market action is "saying" is far from a science as it is clouded by many different factors stimulating a number of diverse emotions, and to muddle things up even more, the rules of the road appear to be ever-changing. Although the cautious motorist can stay home rather than drive on a very foggy day, a stock market analyst must attempt to develop a conviction on what market action is saying and construct an investment stance based on this opinion. The market rally since late December has been fantastic. The percentage gains in a number of stocks have been of a magnitude which often required several years in the bull markets of the 1960's. The advance took almost all stocks up with it and trading volume made records. Using historic standards, one might conclude that the jump in stock prices represents about a normal fund and completed bull market cycle. Also, that the fundamental stimulation to the bulls was clear-cut evidence that business conditions will improve within six months and inflationary pressures will continue to subside. In our opinion, the circumstances are different this time and none of the above conclusions are correct. First of all, the outlook for the economy and its next recovery phase is far from clear, and in our opinion, there is little reason to feel comfortable long term about our nation's inflation problems. We believe the rally has been so dramatic because stocks were super-cheap and because short term interest rates collapsed. Also, inflationary pressures are easing and both the congress and the president finally seem to be aware of our economic problems. The market has been saying, in our opinion, that investors' confidence in the future of our nation has improved somewhat and that stocks were more attractive than other investments. This past week, however, the market has acted tired and fewer and fewer stocks are participating in the rally attempts. We do not believe the advance is over yet, but the market seems to be saying it is close to a correction worthy of that title. As a precaution some profit taking seems in order. HOUGHTON HEATING • Air Conditioning • Gutters PHONE 385-5476 McIIENRY EARL R. WALSH & JACK WALSH INS. Fire, Auto. Farm, Life Representing RELIABLE COMPANIES 4410 W Rte 1*0 , McHenry 385 3300 DENNIS CONWAY A U T O L I F E F I R E State Farm Ins. Co. 3319 W Elm St McHenry, III. 385 7111 Farm Equipment George P. Freund.Ino. Case - New Holland 4102 VV. Crvstal Lake Rd. Me HENRY Bus. 385-0420 Res. 385-0227 McHENRY HOBBY SHOP FOR ALL YOUR MODELING NEF1S 3318 W. Elm (NEAR RIVERSIDE DR. McHENRY) 385-7122 DR. LEONARD B0TTARI 1303 N Richmond Rd, McHenry 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 t e d M o n , T l i 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 Paging Service Now Availat 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 SALES SERVICE 8. RENTALS Mon Sat 9 5 30 Friday ti l 9 00 93 Grant St , Crystal Lake Ph 459 1226 I IRECLI RADIAL TIRES FOR ALL CARS Europa Motors Inc 2318 Rte. 120 8 1 5 3 8 5 - 0 7 0 0 ED'S STANDARD SERVICE EXPERT TUNE-UP ATLAS Fires, Batteries. Accessories QUALITY American Oil Products PH. 385 0720 3817 W. ELM STREET it RADIATORS • Cooling System Specialists * AIR CONDITIONING * Trailer Hitches Fabrication it STEEL SALES • Welding & Ornamental Iron • Frozen Pipe Thawing worn out S ADAMS BROS. McHenry (Nevt to Gem Cleaners) seling, job bank information, and follow up) to insure that training leads to maximum employment opportunities and to the upgrading of the in­ dividual in his job category. In many cases, especially with current economic conditions. McHenry County C.E.T.A. will be striving to train and place those who would otherwise be considered unemployable. McHenry county C.E.T.A. will concentrate on developing five program areas: 1. Classroom training. 2. On the job training (O.J.T.), 3. Public service employment, 4. Summer and ' in-school programs, 5. Survey of job needs in the county. Classroom training: This program provides subsidized classroom training in skills leading to employment. Currently there are two G.E.D. programs leading to a high school certificate. The more intensive G.E.D. program meets at the Woodstock Outreach center located at 201 Throop street, from 9 to noon five days a week for two four- week periods. Nineteen are enrolled in this program. The evening course meets on Tuesday and Thursday or Monday and Wednesday from 7 to 9 p.m. Six are enrolled in the evening program. G.E.D. students receive an allowance of $2.10 an hour whjle they attend classes. An allowance for dependents is also taken into consideration. Eight students are enrolled in a basic welding program that meets at McHenry County college five days a week from 8 to 9 a.m. Five other students are enrolled in Secretarial Science and Bookkeeping. As in the G.E.D. course, students in these programs receive an allowance for attending classes. More courses are being planned C.E.T.A. participants. An arc welding course began Feb. 24 at McHenry County college. It meets Monday through Thursday from 9 to 10 a.m. A course in blueprint reading also began Feb. 25. The latter meets Tuesday and Thursday from 11 a.m. to 12:30 p.m. Both classes will run for the entire semester. Some C.E.T.A. participants will be enrolled in three shop classes: Gas Welding, Arc Welding, and Blueprint Reading as training for future occupations in in­ dustrial maintenance. On The Job Training: Sometimes referred to by the abbreviation "O.J.T.", on-the- job training refers to training conducted in a work en­ vironment. Such training is designed to enable the par­ ticipant to learn a skill through means of demonstration and practice, thus qualifying himself for a particular oc­ cupation. At present, three O.J.T. contracts have been signed with prospective employers. One participant is on the job. The other two openings are waiting to be filled. Thirty-six O.J.T. positions have been committed to the C.E.T.A. program by seven different employers. Public Service Employment: This program refers to training and subsidized employment of individuals in the public sector. Under this program title an attorney and a secretary have been placed with the Public Defender's office. Another job opening has been filled in the county assessor's office, another in the State's At­ torney's office. Fox River Grove has hired another participant as a trainee with its Water Department. A secretarial job has been filled for Court Services. Under the Equal Em­ ployment act, three people have been employed by the County Planning commission, two by the Assessor's office, one by the Probation office, and one by the chairman of the County board. 15 AJ> • > ¥t' i SPRING PRACTICE i^sD The initial Title VE grant has been approved. It authorizes C.E.T.A. to employ heads of household who have been unemployed for fifteen weeks or more. Ten qualified par­ ticipants have already been placed on jobs through this program. Summer Program and In- School: This program relates to high school students. The summer program provides employment and practical training to high school students on summer recess. Requirements for this program include passing grades in school, despite economic hardship experienced by the family. Last summer sixty-four high school students were employed by C.E.T.A. to work in schools and non-profit agencies throughout the county. The in-school program is similar to the summer program. Its purpose is to serve high school students from economically distressed families. The program at­ tempts to keep teen-agers in school who might otherwise be forced to drop out because of economic necessity. Twenty- four teen-agers are currently enrolled in this program. In order to remain eligible for this program, participants must maintain passing grades. Survey: McHenry County C.E.T.A. has hired consultants from American Management Resources, Inc., to conduct a survey of all business and in­ dustrial enterprises in the county. This survey is intended to benefit the McHenry County Area Vocational center, McHenry County college, and the C.E.T.A. program. Results of the survey will also be made available to other county government agencies and businesses. Survey plans call for a questionnaire to be mailed to all businesses and industries within the county; then, 100 of those businesses contacted Dy mail will be selected at random for visits by the survey in­ terviewers. Besides the survey of industries within the county, a commuter survey will be conducted to discover where county residents are employed outside the county. McHenry county C.E.T.A. is un­ derwriting the entire project. The results should be available by May, 1975. For further information contact Jack Haffner, C.E.T.A. director for McHenry county, at the Manpower office in the new courthouse. The phone number is 338-2040, extension 298. * Are You New In McHenry Area ? * * •••••••••• Do You Know Someone new? WE WOULD LIKE TO EXTEND A ROYAL WELCOME TO EVERY NEWCOMER TO OUR AREA ! ! ! ! ! CALL JOAN STULL 385-5418 DORIS ANDREAS 385-4518 J? $ : V , V % r83 * * * * * * V A MYAl WELCOME KNOW YOUR AREA-ROYAL WELCOME DOES IT BEST * * * * * * * * * * * * * * * * * * * * * * + * * * * * * * * * * * * * * * * * * * * State Chamber Dangers Of Governor's Programs Pointed Out "THE Governor's ac­ celerated public works program could be a fiscal disaster for the state of Illinois without accomplishing real economic stimulus," the president of the Illinois State Chamber of Commerce warned this week. "The reason is simple," said Lester W. Brann, Jr. "A sudden heavy drain on state revenues would push the Illinois budget into a deficit that could force new taxes. This would be just the opposite effect needed at this time." A spokesman for the 19,000- member state-wide business o r g a n i z a t i o n p r e s e n t e d testimony Thursday in op­ position to S.B. 135 and other proposed legislation to im­ plement the $4.5 billion public works building program. S B. 135 increases the Capital Development Bond act authorization and expands permitted use of the funds. The State Chamber has already publicly raised some critical questions which need answers before a massive commitment by the state is made, Brann pointed out. "One of the most important questions to be answered by the General Assembly is: Have projections been made on state revenue and expenditure trends for at least the next five years to determine if bond costs could be made without in­ creasing taxes? "Another of these questions is: What real, immediate economic stimulus would result from such an accelerated building program? The State Chamber believes not much. In fact, we feel the proposal is more of an accelerated bond authorization program than an a c c e l e r a t e d b u i l d i n g program." Brann noted that less than 20 per cent of the construction bonds authorized for the current year will be translated into construction this summer. "Few of the workers currently laid off could be easily transferred to skilled construction trades," Brann said. "In addition, there is a minimum 9 to 18 month-lead time on general obligation bonded projects." Another important question concerns the priorities on state spending, Brann pointed out. He said the projects in the Governor's public works program must compete for state revenues with welfare, school aid, and aid to local governments. "Furthermore, it appears the Governor's program involves some short-term uses of long- term money. In our analysis the bond funds would be used for such items as ordinary maintenance expenses, car­ peting, glass replacement, demolition of buildings and other such projects clearly not contemplated when the original law setting up the capital development board was enacted." TAX FACTS Illinois Rules For Filing Status This is the third in a series of articles on ways you can save money on your Illinois State Income Tax return this year. There are five filing status under which Illinois state in­ come tax returns are to be filed: 1) Married filing jointly, 2) Married filing separately, 3) Single, 4) Head of Household, and 5) Surviving widow (er) with dependent child. Illinois lists the filing status on the Form IL-1040. The Illinois rate of tax is 2.5 percent regardless of filing status. The general rule is to file the Illinois return the same as you filed the federal return. However: 1) If either husband or wife is a resident and the other is a non-resident, they must file separately unless they choose to file jointly as if both were residents, and 2) If they choose to file separately for Illinois, but file a joint Federal return, the resident spouse must compute income exemp­ tions as if a separate Federal return had been filed. If an individual is deceased, any income tax return required of such individual must be made by his executor, ad­ ministrator, or other person responsible for the affairs of such decedent. If a joint federal income tax r e t u r n w a s f i l e d f o r t h e decedent and the surviving spouse, a joint Illinois income tax return must also be filed. Unlike the Federal return, a death certificate is not required. If a refund is due. attach a copy of Form 11-1310, Claim for Refund Due a Decedent, to the 11-1040. Each human life is made up of five elements: Time, energy, ability, thoughts and tools (including money). Our use of t h e s e f i v e d e t e r m i n e s t h e direction and value of each and every life. I K0ENEMANN t jg Country Made Sausages, Hams and Bacon GERMAN IMPORTS AND CHEESES A Full Line Of Delicatessen Just east of Rt - 815-385 6260 VOLO 8