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PAGE 14 - PLAINDKALKK-FKIPAY. MARCH 28, 1975 EDITORIftLS The Good Things The news is so often bad--after over a year of Watergate now it's economic gloom--we often tend to forget the many blessings all Americans should appreciate-and en joy. w Last year this time gasoline was short and there were lines at stations everywhere. Watergate was in full flower, clouding the nation's conscience and mood. Today we have ample fuel, a new President and new national mood, and prices are beginning to come down. A look at conditions in other countries will make one thankful. Fuel and food prices in many European countries are double those in the United States. While we have seen inflation run prices up in this country in recent years, we still have the most abundant selection of food, at the lowest prices, of any major country in the world. The recession is not all bad. People are beginning to appreciate work. Those working often do a better job in a new frame of mind. Some are learning to work for the first time. Others are learning no one owes them a living, a job, a home, a car or two, etc. And, while for many of those unemployed there is hardship, we have more benefits today for such people than ever before. Americans are^free to travel anywhere they wish, the winter has been mild, the country is not at war, and spring is here. The news isn't all bad! Sign Of Spring This is the time of year we dream visions of grandeur while looking through seed catalogues. The pictures of the full-grown fruits or vegetables make the mouth water, and we anticipate great things. These great expectations often come down to earth as the season gets under way and the insects, weather and weeds do their natural part.'On the other hand, sometimes we are amply rewarded. Growing flowers or vegetables, like just about everything else these days, is a science. If we approach the process with the latest scientific knowledge and know-how results can be successful. A garden is both good exercise and fun, if it isn't made too large on the basis of spring enthusiasm derived from pictures in catalogues. And the time may come when a knowledge of gardening and growing things will be important to your survival. VlX HOUGHTON HEATING • Air Conditioning • Gutters PHONE 385-5476 Me HENRY DR. LEONARD BOTTARI 1 3 0 3 N R i c h m o n d R d , M c H e n r y 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 EARL R. WALSH & JACK WALSH INS. F i r e , A u t o , F a r m , L i t e R e p r e s e n t i n g RELIABLE COMPANIES 4 d l 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. Freundjnr. Case - New Holland 4102 VV. Crystal Lake Rd. McHENRY Bus. 38WJ420 Res. 385-0227 McHENRY HOBBY SHOP FOR ALL YOUR MODELING NEF0S 3318 W. Elm (NEAR RIVERSIDE OR. McHENRY) 385-7122 McHENRY LETTER SERVICE P a g i n g S e r v i c e N o w A v a i l a t 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 S A L E S S E R V I C E 8 . 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 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 rires, Batteries. Accessories QUALITY American Oil Products PH 385 0720 3X17 VV. ELM STREET it RADIATORS • Cooling System Specialists • AIR CONDITIONING • Trailer Hitches Fabrication it STEEL SALES • Welding & Ornamental Iron • Frozen Pipe Thawing WORK OUJ ADAMS BROS. McHenry. (Next to Gem C leaners) Schillings (PONDER LAKE FUNERAL HOME * Herb Halm Director ( 815-728-0233 Advertise Here! Phone: 385-0170 For Fast Results! :::»b State Began Centennial Planning 100 Years Ago (Special from the Illinois State Historical Society, Old State Capitol, Springfield) History will repeat itself in Illinois this month as the state prepares for the national bicentennial celebration. A hundred years ago, according to a sampling of the newspaper files in the Illinois State Historical library here, plans were being made for the nation's centennial year--1876. Those newspapers of April, 1875, also reported on several signs of spring, April Fool pranks, and the spelling bee craze that had begun a month or so earlier and had spread to almost every church, schoolhouse, and public hall in the state. The centennial observance was the result of an act of Congress passed March 3, 1871 "'o provide for celebrating the 100th anniversary of American Independence, by holding an International Exhibition of Arts, Manufacturers and Products of the Soil, and Mine in the city of Philadelphia . . . in the year Eighteen Hundred and Seventy-six." Although this International Exhibition was scheduled for Businessman's Corner LET'S TALK ABOUT NEWSPAPER ADVERTISING Presented to you by Keith Leman Sales Rep. SELECTING YOUR BEST PRODUCTS TO ADVERTISE If you have not been a regular newspaper advertiser, and you are now convinced you are missing the business boat, you may very well want a few outside suggestions on what products might be best to feature in new advertising you will now place in this newspaper. The big mistake many business people make is selecting an item in stock that is limited in supply. What happens when you advertise a product that you have only a few of, and you knock the price way down to insure its attractiveness to the readers? Simply this, the few people who arrive early enough to make a purchase will be happy, but those that follow will be very unhappy; you don't make friends and customers advertising in this manner! (Unless you stated in your ad the actual number you hid in stock.) It is best to advertise, as your leader product, an item you have in good supply, at a price that you know will be attractive. Be realistic when setting the price. Check the competition and try to be below them. On the other hand, if yours is a product generally sold for its quality rather than its price, be sure your copy tells the whole story of why it is worth the money, as compared with less expensive similar products offered by others. Adver­ tisers often wonder and remark, "How long should the copy be?" The answer to that question is, the copy should be long enough to tell enough of the product story to interest the prospective customer in coming to your place of business to see it. If this makes the ad too cluttered or crowded, make the advertisement larger. Don't waste advertising dollars with halfway measures. Never build an advertisement around a product that you know to be inferior, in the hope that you will get rid of all your old "dogs." Make the public a legitimate offer in your ads, with the best price possible, and you'll be building new customers on a solid foundation. For those people who have never visited your establishment previously this,transaction will be their first impression of you and how your company does business. If they go home disappointed it is going to be very difficult to get them back the second time! Alternate your feature products. In other words, don't feature the same product week after week, unless it is selling well. A certain percentage of the readers w^Jl be interested in one product, while it may take something entirely different to interest the rest. And remember, every new ad is "watering and hoeing" your "advertising garden." If you have a place with display windows, get your employees together to form an opinion on what has been attracting the most attention of street traffic. If an item has created a lot of attention, and brought in quite a few passersby, it is likely to have the same affect when featured in one of your ads. Be alert to products being offered by national advertisers that fall into your husiness category. Often following their lead proves beneficial in building sales, because they have already spqnt the money necessary to research the market on items they advertise heavily. Multiple product ads are good. Every item shown gives you another potential interest factor for the readers to consider. But even in these ads it is best to give "top billing" to your hottest product. You've probably got many items in stock that would, if advertised, prove to be great traffic "pullers." Look around, give it a lot of thought, and don't let yourself be guided by strictly your own personal product preferences. Other people have other needs and desires. Bv J. Austin NEXT WEEK: WHAT SHOULD YOUR NEWSPAPER ADVERTISING BUDGET BE? Social Security ^warc^ & ̂ on8> ̂ nc- Weekly Market Review May 10 to Nov. 10, 1876, the actual observance began in Lexington and Concord, Mass,, April 19, 1875 - centennial date of the battles there. Illinois papers carried full accounts of the parades, dinners, orations, and crowds. Guests of honor were President U.S. Grant, the vice-president, most of the cabinet, members of Congress, and the governors of the New England states. The Chicago Evening Journal reported that the crowd numbered between 40,000 and 50,000 and '/at ten o'clock the superintendent of the Lowell road telegraphed to Boston to sell no more tickets for Con­ cord, the single track being so blocked up with immense trains that it was impossible to transport them beyond this point, hence several thousand were compelled to remain here." The "grand centennial dinner," according to the Rock Island Daily Union, was served in a tent "410 feet long and 70 feet wide, with a central wing 150 feet, with plates for 3,740". The Peoria Daily Transcript noted however that "the day was excessively cold, with occasional snow." Among the notables on the program were Ralph Waldo Emerson, James Russell Lowell, and John Greenleaf Whittier. In addition to their news coverage, Illinois papers published special features on the centennial. The Illinois State Journal of Springfiled, on April 19, issued an eight-page centennial edition which contained a dozen pictures- rareties a century ago. The Chicago Journal, on April 2, printed a two-column letter "To the Citizens of Chicago and State of Illinois" on the reasons for buying Centennial stock. The letter was signed by John B. Drake, "Director of the Centennial Board of Fiinance" for Illinois, and listed representatives in more than a dozen cities. All Fool's day hoax victims of a century ago, as reported by the Chicago Journal, included the boy who was sent to the book store for a copy of the history of Adam's grandfather, and the railroad engineer who failed to stop his train at Downers Grove soon enough to avoid running over what turned out to be a man's clothing stuffed with straw. As a sign of spring the Rock Island Union reported the city's saw mills started operations for the season on April 6. And in Peoria the "High School nine" were defeated 29-24 by the Peorias in the first baseball game of the season on April 27. Spelling bees were still well attended and, among other places, were held in Waukegan, Housewives, students, and other people who plan to get a summer job should apply now for a Social Security number if they don't have one. according to William Biscomb. Social Security branch manager in Woodstock. "You should apply for your number several weeks before you need it for a job covered by Social Security," Biscomb said. "Applications must be screened against central files in Baltimore to make sure that a second number isn't issued to that same person. Screening generally takes several weeks." More than nine out of ten jobs are covered by Social Security. People applying for a Social Security number for the first time may be asked to prove their age, identity, and citizenship. "Your Social Security number is yours alone and remains the same for life," Biscomb said. "A worker builds retirement, disability, survivors, and Medicare protection by work and ear­ nings credited to his social security number. So when you get a job covered by Social Security, be sure your em­ ployer copies your name and number correctly from your Social Security card to his records." "If you've lost your Social Security card, you can get a duplicate by contacting any Social Security office," Biscomb said. "You can get a duplicate faster if you've kept the stub that came with your Social Security card." The Woodstock Social Security office is at 224 West Judd street. The phone number is 338-3750. TAX FACTS This is the sixth in a series of articles on ways you can save money on your Illinois State Income Tax return this year. Some types of income, while taxable on the Federal return, are not taxable under Illinois income tax law. Interest received on any directed obligation of the U.S. Treasury is non-taxable. Such obligations include treasury bonds, savings bonds, and treasury notes and bills. Taxpayers who cash in series E bonds on which interest has accrued for many years, will find the accumulation to be non-taxable to Illinois. Illinois income tax law exempts income from federal land banks, central banks for cooperative, and federal home loan banks. Also exempt are annuity payments and pensions under the Railroad Retirement Act of 1937, Social Security benefits and any other income exemp­ ted by federal statutes or treaty. Life insurance proceeds paid to you as a result of the death of the insured are not taxable to you unless the policy was transferred to you for due consideration. Military pay earned on active duty in the U.S. Armed Forces or for active duty training in the Illinois National Guard is not subject to the Illinois in­ come tax law. A U.S. Supreme court decision in the case of Mitchell vs. Mahin, 283 N.E. 2d 465, excludes from Illinois income tax proceeds from pension and profit-sharing plans owned before Aug. 1. 1969. Thus most people drawing pensions in Illinois are exempt from Illinois tax on the pension. Mattoon, Aurora, Naperville, Elgin, Peoria, and Port Byron. In Springfield the Illinois Senate out-spelled the House and avenged a loss of the previous month. And the school teachers defeated a team from the State Journal. It's really quite simple for investors to keep everything in perspective these days and to maintain confidence in their short term opinions. All one has to dip is take all you know about how things look after an old fashioned, two year bull market of the 1960's and shrink it down to a three month time frame to see where we stand right now. Then mix in the fact that stocks, since the great depression, hadn't been as cheap as they were in late 1974 and you have the formula for short term market confidence -- did I say that's "all" one has to do. An attempt to understand the market today should start by throwing out that cliche that stocks are extremely over-extended because many are up 50 percent or more - after all they were super over-extended on the downside and thus were entitled to roar back. < If we assume that stocks were extremely exaggerated on the downside and thus rallies of certain historic percentages no longer are meaningful gauges of being over-bought we are, left in uncharted waters. And that's the hot water market analysts are in. The 200 point Dow Industrial rally in three months was basically a proclamation that the investment community had decided our nation might just survive for at least a few more months and that owning a piece of our free enterprise system isn't totally stupid after all. The major stimulation behind these conclusions, of course, was the dramatic decline in short term interest rates. How much of this rally was discounting the eventual change in the business cycle, prospects of reduced inflation, peace in the Middle East and lower oil prices is unknown. Future market action will give us a clue. One of the most disturbing things about recent market action is that each day seems to have its dog as more and more low priced, highly speculative issues are dominating daily trading activity. The fact that market optimism is much higher now than it was 200 points lower is no surprise. It is, however, a yellow flag of caution. And the action of the utility and transportation indexes relative to the industrials is not encouraging. Quite positive, however, is that market pullbacks have been very modest and the advance-decline ratio has not become negative. Also, there is a great deal of internal correction going on. All in all, stocks act very well and look like .they are still alive and well and going higher. * m . m i - * Are You New In McHenry Area ? •••••••••• » Do You Know Someone new? J WE WOULD LIKE TO EXTEND A ROYAL t WELCOME TO EVERY NEWCOMER TO OUR AREA ! ! ! ! ! CALL JOAN STULL 385-:i418 DORIS ANDREAS 385-4518 .V :V <0 ;v̂ J? % A GU 'or- HYMl WllClMl SENIOR CITIZEN S CORNER HELPFUL IDEAS FOR SUCCESSFUL RETIREMENT SAFE DRIVERS Examination of official records in 30 states plus the District of Columbia reveals that the aged are the nation's safest drivers Drivers past age 65 average 37 percent fewer total accidents in proportion to their numerical ratio in the driving population Representing about 7 4 percent of all motorists in the 31 jurisdictions studied, they were involved in only 4 8 percent of auto accidents Older people are involved in 40 percent fewer injury-producing accidents They have seven per­ cent fewer fatal accidents They have the lowest frequency of ac­ cidents in those States where they make up a larger proportion of the driving population Senior drivers had the lowest frequency of accidents among all age groups in Delaware. Indiana. Maine. Maryland. Montana. Ohio. Oklahoma. South Carolina, Virginia, and Washington Speeding, drunken driving, and tailgating are common accident- producing offenses of which the senior citizen is almost never guilty WITH THE EXTENSION ADVISER UNIVERSITY OF ILLINOIS COLLEGE OF AGRICULTURE COOPERATIVE EXTENSION SERVICE KNOW YOUR AREA-ROYAL WELCOME DOES IT BEST * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * (By George J. Young, Ex­ tension adviser, Agriculture, McHenry County) Pork Producers - McHenry, Lake, and Boone county area pork producers are invited to the organizational meeting of a local Pork Producers association. Two McHenry county hog producers, Charles Beard, Hebron, and Les Guenther, Woodstock, an­ nounce that this meeting will be held on Tuesday, April 1, at the Farm Bureau Building in Woodstock, starting at 8 p.m. Did You Know - each American farmer produces enough food to feed himself and fifty-one other people? Carcass Show Dates - The McHenry County Livestock association has set the dates for our 1975 Hog and Beef Carcass shows. Live hog judging will be July 16, with carcass evaluation on July 17. The live beef judging is scheduled for July 21 and carcass evaluation July 24. Pollution Control Bonds - The Illinois General ' Assembly created the Illinois Industrial Pollution Control Financing authority in 1972 to provide alternate means of financing the construction of pollution control facilities. The IIPCFA is authorized to issue $250 million worth of bonds. Of this amount, $75 million is reserved for small business. Agriculture is eligible for pollution control facility loans. If you have questions you may contact Susan Wolfe, executive director of the Illinois Industrial Pollution Control Financing authority, Room 814, 100 North LaSalle Street, Chicago, 111., 6 0 6 0 2 . ' ' Green Thumb - "Show me your garden and I shall tell you what you are"--Alfred Austin 1905). By the way, our office has helped a lot of people answer vegetable garden questions already this Spring. We have distributed over 600 handouts on vegetable gardening in the last two weeks. There is no charge for single copies of our Illinois Vegetable Garden guide. This forty-page University of Illinois circular is an excellent reference book. What Extension Is - The McHenry County Cooperative Extension service is a field office of the University of Illinois College of Agriculture at the Champaign-Urbana campus. The Extension service has been in McHenry county over sixty years serving all county citizens. There are 104 such offices in Illinois. We provide educational in­ formation on Agriculture, Home Economics and Youth and 4-H programs. Our office has four University of Illinois staff members and two secretaries. If we can't answer your questions, we have all the resources of the University to turn to. Our service is available to all McHenry county citizens. * * * * One reason why so many of us fail to get rich is that we run from hard work like it might be a plague. K0ENEMANN Country Made Sausages, Hams and Bacon GERMAN IMPORTS AND CHEESES A Full Line Of Delicatessen Just east of Rt 1 815-385-6260 VOLO 96X36X36X3 636363636X3636363636X36363636363636363636XX3636363636363636X363636a »