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

PAGE 16 - PLAINDEALER-WEDNESDAY, MARCH 19, 1975 EDITORIALS A. G. Edwards & Sons, Inc. Weekly Market Review We doubt that one can find many periods in the history of the market when the expression, "don't fight the tape," has been more valid than the past several months. This sage observation suggests a great deference to what stocks are doing as it tells us to get with the market and don't get hung up on the many reasons why it shouldn't be doing what ever it is doing. The market was again given a number of potential excuses to stage a selloff and ignored them all -- shootings in Tel Aviv and continued confirmation of the worst recession. Since World War II, although we have not seen any real damage done to the popular market averages since our bull started to snort in early December, the market-bars been correcting itself by group and stock rotation. This type of internal self-correction is a characteristic of a market with substantial underlying strength and is one of the reasons we have been looking for continued market strength. The last few days, however, have shown s6me signs that excesses are building up which usually require more than an intra-day pullback to correct. First of all, market optimism now appears much more universal than it was when the market was much lower. Also, the rally has broadened substantially and has dragged up almost all stocks no matter what the fundamentals might dictate. Contrary opinion is a valuable guide to market action with one major drawback -- when is the majority bullish or bearish enough for a contrary opinion to work In other words, the philosophy is correct but the timing is to a large degree guesswork. Thus, our approach to the market when we are growing increasingly cautious is not to sell everything but to take some profits and hold the cash on the sidelines. And that is our current advice for short term, traders. For long term investors, we would hold up new buying unless they are substantially underinvested. In conclusion, we caution that when stocks look like they are never coming down., watch out. History And TV A growing number of Americans are getting their news, and listory, from television screens, and nothing could be more misleading. Television is notoriously inaccurate and overly- Businessman's Corner LET'S TALK ABOUT NEWSPAPER ADVERTISING Presented to you by (^, Tom Miller Adv Mgr. EVALUATING NEWSPAPER ADVERTISING RESULTS All advertising is done to create business and whether you have good results is going to be determined ultimate­ ly by sales volume, and your advertising cost-to-sales ratio. But, arriving at result conclusions too early is un­ wise and often inaccurate. Advertising is like planting seeds in a garden in that the results can be accumulative. The gardener fertilizes, waters, weeds, and with a little luck and hard work, his plants grow to maturity. The same applies to advertising, but when you advertise you are dealing with human nature instead of the elements. On Monday a certain ad may not interest Mrs. Housewife or Mr. Customer at all, while that same ad, appearing in the newspaper on Friday, may bring them into your place of business the same day. Advertising reader reaction can be predicted to some extent, but consistent accurate forecasting is difficult because there are so many factors that determine results. Some of these are weather, day of the week, time of the month, season of t'ne year, and many others. Some ads will "pull" immediately, while others hardly seem to bring results at all. Don't evaluate them too quickly or you may come up with some wrong answers. It is not unusual for people to walk in with clipped advertisement in hand six months after the ad appeared in the paper. That ad is still working! Much depends on whether there is a time limit to the offer mentioned in the advertisement. Generally speaking, every new ad that you place in the newspaper is another row hoed in your advertising garden, and a little more sunshine on your "plants." Every time the potential customer is attracted to read one of your ads he is that much closer to coming in to buy, if your products fit his individual life style. But, being human, not all people react at the same time and in the same manner. Obviously, the statement "I ran an ad last week and it didn't do me much good" is not a valid argument against advertising in the future. In making a true and logical evaluation of advertising results, the following should be high on your list of considerations: (1) Do you have a viable procedural plan for tabulating results from your advertising, and are such results entered in your record system regularly? (See last column for suggested methods for tabulation and recording.) (2) Are all employees, (including yourself), following tabulation policies, or do they cooperate only when time permits? (3) Are your employees always aware of what each pub­ lished ad looks like, what each offers, advertised prices, etc., so that when asked by a customer about a certain advertised product they don't respond by saying, "You saw it in what ad?" (4) Do you "lump together" all advertising results from all media, rather than keeping records on each that will tell you which is the most resultful? (5) Do you advertise on a predetermined budget and fol­ low your frequency of advertising plan, or do you just "throw" an ad in the paper now and then when the mood strikes or when business is "bad?" As stated, although final advertising results must be based on actual money in the till, your advertising can in fact be doing its job without achieving the desired sales results. (See article #2 in this series.) Therefore, to reach the end result of more sales for your advertising dollars, all steps toward reaching this goal must be working effi­ ciently. Placing blame on advertising for all sales problems is not fair to your advertising effort, your working plan or yourself, and could possibly lead you to a decision that would curtail the means of getting new customers and old into your establishment to buy. If 200 people respond to your advertising by coming in, but only 3 of them make a purchase, your advertising results were good! Your sales were poor for other reasons! Evaluate results with caution. By J. Austin NEXT WEEK: SELECTING YOUR BEST PRODUCTS TO ADVERTISE •t- ijr ' • f n; "ui' *T- SPRING HAS SPRUNG! y i/.MI '•M.ka U'if- -- v ^rr>v-y- 3253 District J 56 Up-Date dramatic--and not the medium from which serious students of history can obtain uncolored truth. By its very nature, television is entertainment, and must be dramatic--to hold an audience. If U.S. television were not almost enirely devoted to profit, if in other words we had available in addition to commercial stations a responsible official organ such as the B.B.C. in England (regulated by a non-partisan board, government-financed, liberally and thus not competing, making everything overly dramatic to hold the attention of the lowest- intellect) the medium's attention to history might be taken seriously. Not so today. These lengthy, interesting, even fascinating TV productions about U.S. history must be taken for just what they are--entertainment. There's no easy way to get history from television screens. If one would learn it, he or she must read reliable papers and books and all sides, the most responsible writing on the era. Just as there is no easy road to reading and writing via television (which can, however, do its part and help), there's no easy, entertainment-path to learning true history. Easter Seals The 1975 Easter Seal campaign interests all good citizens. Helping crippled children is one of the more rewarding things we can do in our efforts to help our fellowman. In McHenry county a volunteer organization enthusiastically conducts the Easter Seal sale each year. A number of children walk today because of the existence of this organization and its work in past years. We solicit the attention of our readers to the present Easter Seal drive and recommend they support the effort in behalf of crippled children and all other work done by this organization if financially able to do so. 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. Freund.lnc. Case - New Holland 4102 VV. Crystal Lake Rd. McHENRY Bus. 38S042O Res. 385-0227 McHENRY HOBBY SHOP FOR ALL YOUR MODELING NEE0S 3318 W. Elm (NEAR RIVERSIDE OR. McHENRY) 385-7122 DR. LEONARD B0TTARI 1 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 t e 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 Now A v a i l a t A im e o g r a p h i n g -- X 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 & 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 l l R E U I RADIAL TIRES FOR ALL CARS Europa Motors Inc 2318 Rte. 120 8 1 5 3 8 5 - 0 7 0 0 ED'S STANDARD STANDARD SERVICE EXPERT TUNE-UP ATLAS rires, Batteries. Accessories QUALITY American Oil Products PH. 385-0720 3817 VV. ELM STREET • RADIATORS • Cooling System Specialists if AIR CONDITIONING • Trailer Hitches Fabrication it STEEL SALES • Welding & Ornamental Iron • Frozen Pipe Thawing WOKK OU4 3006 VV. Rle. 120 McHenry ADAMS BROS. (Nevt to Gem cleaners) Phone 385-0783 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 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 right to delete any material which we con­ sider libelous or in objec- tional taste.) ON MCC "Editor: "I am writing this letter in response to the letter of 3-7 by Grace L. Sass. I am a junior at Southern Illinois university, and a resident of McHenry county (McHenry). Hopefully, if the tuition doesn't go up again, I will be attending McHenry County college this summer. I've been following the referendum issue closely, and would like to explain a few things to Ms. Sass. "In the past few years, college education has changed quite a bit. The state of Illinois finally realized that four-year institutions are not the answer to everything. Not everyone can or should go to a four-year school. Practical training in a junior college or a trade school is necessary to prepare people for skilled jobs which do not require a college degree. Also, students unable to bear the financial burden should be able to attend a junior college the first two years, rather than spending a much larger sum of money to learn the same things at a larger institution. Although I have never attended a junior college, I appreciate the fact that they are available for the people who want to attend them. "You say, Ms. Sass, that he Houghing It With The Outdoor Club At East Campus What is the Outdoor club? The Outdoor club is an attempt by East campus teachers and students to become involved in a variety of leisure-time ac­ tivities outside the classroom setting. The goal is to stimulate interest in nature-oriented activities. It is hoped that participation will result in an appreciation of natural surroundings along with a con­ cern to exercise the human body in healthy leisure-time pursuits. In many cases, faculty members introduce par­ ticipants to activities by relying on past experiences. For example. Gene Rosio shares his experience and interest in snowmobiling with students. Other activities which have been planned or will be scheduled in the future include: cross country skiing, canoeing, bicycle hiking, and possible walking-type hikes. Cross country skiing has recently received a great deal of at­ tention by Outdoor Club members. Already two tours havp been successfully com- con- thjer pleted in nearby county ct servation areas. If the weatl continues to provide club members with snow ac­ cumulations, another tour is planned for the conservation area near Marengo. Another activity which the Outdoor club members are excited about is a possible canoe-bike hike day. The day's activities would be scheduled near the Sugar river trail located in southern Wisconsin. Participants would have the chance to canoe for part of the day and take a bike trip along a trail which is provided in the area. Club members pay for expenses in outfitting them­ selves for planned events. It is hoped that some of the ex­ periences shared by club members will carry over to hobbies which will be continued after high school. An acknowledgement is given to faculty members like Pat Kallaus, Linda Elliott, Margaret Jung, Gene Rosio, Don Seaton, and Dan Stanowski, who volunteer their time to become involved with students in non-classroom activities. school boards should take a look at the priorities, which in your opinion do not include expanding. Ms. Sass, how long has it been since you were in school? Learning the basics, such as reading, writing, etc. get a person absolutely nowhere. You don't get a job by learning those I<jyely basics. We are no longer in the Middle Ages. In the Dark Ages, an education, for those fortunate enough to obtain it, consisted only of learning what was already known. It is no longer that way. We must move for­ ward, not backward, in our quest of knowledge. "Modern technology requires a specialized field of study if a person is interested in sup­ porting himself. The computer courses which you, Ms. Sass, say are unnecessary, are required for many majors, including mine. Without a knowledge of computers and how to program them, you may as well forget getting a job in an area which requires much mathematization (accounting, the sciences, etc.). If MCC does not offer a computer course this summer, I will be forced, like many others, to attend an out- of-district junior college, where I will have to pay twice as much money as I would have at MCC. "Raising the tuition is NOT the solution. The tuition is high enough already. I cannot believe how much people will complain about a small tax raise, especially for a thing as essential as a good education. 'Education is a companion which no misfortune can depress, no crime can destroy, no enemy can alienate, no the issue will have already been decided. I just hope that the majority of the people have voted to raise the taxes. I have the feeling that the people who are most opposed to the ex­ panding of our junior college are the people who never had the opportunity to get an education themselves. Anyone who has a good education would value it highly. "Margie Olsen" ON SCHOOL DAMAGE "Editor: "I believe two words and their respective definitions should be pointed out to those responsible for the destruction of Valley View school. They are vandalism and antisocial. "First - vandalism: malicious or ignorant destruction of public or private property, esp. of that which is beautiful or artistic. "Last - antisocial: against the basic principles of society; harmful to the welfare of the people generally. "Hopefully they will be provided with an ample amount of time to ponder these words. Hopefully a judge will find a place for them in our society even though they now may be confused as to where they fit. "They did a good 'job' on my daughter's classroom and negated untold hours of work and planning which my wife and many others freely con­ tributed to the now called off Fun Fair. The Fun Fair was to be a fun day for the elementary students and a fund raising affair by the parents for needed school equipment. Thanks to despotism can enslave them from all of us r »ui d Tv.11; Without it, what is man? A splendid slave, a reasoning savage.' (Joseph Addison, 1711) "By the time this letter reaches the Plaindealer office, SENIOR CITIZEN'S CORNER^ HELPFUL IDEAS FOR SUCCESSFUL RETIREMENT NURSING HOMES While Nursing Homes, public a g e n c i e s , a n d m e d i c a l professionals are working together, more closely, and hard­ er than ever before, there are still serious problems Nursing Homes and other extended care facilities now contain over 850,000 patients. Common difficulties faced include: L a c k o f s t a n d a r d s f o r evaluating care and services. Emphasis is usually placed on physical facilities Absence of clear-cut criteria for use in screening patients for ad­ mission Inadequacies in information about the physical and mental condition of patients. Confusion regarding the proper role of the Nursing Home. Is it a c o n v a l e s c e n t h o s p i t a l , a rehabilitation center, or a tran­ s i t i o n a l c a r e f a c i l i t y f o r psychiatric patients? Shortage of adequately trained n u r s e s a n d a l a c k o f p r o f e s s i o n a l l y t r a i n e d a d ­ ministrators. Insufficient on-the-job-training. Tendency of nursing personnel a n d p h y s i c i a n s w i t h o u t p s y c h i a t r i c e x p e r i e n c e t o overreact to . the emotional problems of patients, and to treat them in terms of stereotyped at­ titudes towards the mentally ill. Difficulty in differential diag­ nosis between somatic and psychiatric illness * * * * KNOW YOUR AREA-ROYAL WELCOME DOES II BEST 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 DORIS ANDREAS 385-.'5418 385-4513 OA urn wucoMi * * * * * * * * * * * * * * * * * * * * * * * * * + * * * * * * * * * * + * * * * * * W.R. 'Skip' Tollifson" SPORTS BOUQUETS "Editor: "My remarks are for a team, a coach and fans. "As a proud father, I would like to congratulate the 1974-75 basketball team for showing their sportsmanship and team work throughout the year. My hat is off to a coach, Ken Ludwig^nd his excellent staff, who have done a tremendous job in producing the finest young men I have had the opportunity to meet. "I think these men will all go on to be a credit to our com­ munity. To the students and parents, you gave our team excellent support they needed and I hope we can keep it up for many years to come. "Proud Father "Ken Zeller" SERVICE NEWS Army Private Ronald D. Fernstrom, 20, son of Mr. and Mrs. Charles E. Fernstrom, 4115 W. Waukegan road, McHenry, completed the new TAX FACTS This is the fifth in a series of articles on ways you can save money on your Illinois State Income Tax return this year. The starting point in com­ puting Illinois individual in­ come tax returns is the ad­ justed gross income on the federal return. This is the total income before taking either the standard or itemized deduc­ tions and exemptions. But this amount must be modified in most cases, because some income items that are taxable or deductible on the federal return may have the reverse treatment on the Illinois return. The modifications or changes are referred to as Additions or Subtractions. For Illinois returns some of the items that must be added to the adjusted gross income from the U.S. Form 1040 are: In­ terest income from municipal and state bonds, the U.S. dividend exclusion on stock dividends and the amount of the long-term capital gain which was deducted on the U.S. Form 1040. ' The items to be subtracted include: Interest received from U.S. Treasury and Savings bonds, distributions from qualified pensions and profit- sharing plans, military pay earned on active duty while a resident, Illinois income tax refund of a prior year, and interest from Federal Home Loan banks, Federal Land banks, and Farm Loan bonds. In case of 1974 subtractions, the taxpayer must show proof that the income being sub­ tracted on the Illinois return was included in income on the Federal return. This is done by attaching the appropriate Federal Schedule to the Illinois return. Failure to show that the income being subtracted was originally included in the total federal income can result in the taxpayer being billed by the Illinois Department of Revenue for the tax on the amount subtracted. The 11-1040 for 1974 is a single page form with the reporting entries listed on the front and specific instructions for ad­ ditions and subtractions on the back. K nOw{c ± slHt Why is it that a house on the side of a hill assures the best ventilation possi­ ble'? We have always heard the old expression about build­ ing a house on the side of a hill to take advantage of ventilation. This old rule, once thought to be folklore only, is completely sound. Since warm air rises dur­ ing the day and cool air tends to settle during the night, a house on a hillside will get the ventilation from all such movements. A house built in a low area, on the contrary, will get few of the breezes caused by rising warm air and descending cold air. A home on flat land, in neither a bottom nor on a hillside, will get less ef­ fect from heated and cooled air, in the form of ventila­ t i o n , s i n c e t h e v e r t i c a l movement of the air will not affect the home greatly. CANOES Ancient Hawaiians believed canoes were built under the guidance of the gods The vessel was regarded as having spiritual powers. Canoes were welcomed by the natives as a living mem­ ber of the community 'One Station Unit Training' (OSUT) program at Fort Polk, La. OSUT provides basic and advanced training with the same unit, on the same post. K0ENEMANN Country Made Sausages, Hams and Bacon - GERMAN IMPORTS AND CHEESES A Full Line Of Delicatessen " Just east of Rt 815-385-6260 VOLO \ 010 xxxsaac i