PAGg 2, THURSDAY, NOVEMBER 8, 1973, WHITBV FIMEE PRESS The adventising boys bave another feathen in their caps these days. They have turned the crisis of fuiel shortage into an advertising campaign slanted to saving you money while'y"ou buy the product. Oné' of the largest suppliers of home fuel oil in the United States presently bas a senies of television commer- Icials""oôn tbe air that give hints on how to conserve fuel 4becauLse we are in short supply. Wby did this serlous concern on saving the customer money and fuel maffifest itself at a tume when there is à drastic fuel shortage? It seems hypocritical to suddenly launcb an ad campaign at a time when consumnens ah-eady know the plight th'ey are in with regard to getting enougb fuel. And we in Ca nada don't have> the last laugh because most of our eastern provinces are supplied witb imported fuel and that supply'is in danger of being cut off. Because we are aIl procrastinators at one time or another we have reached a fuel cnisis. We didn't apply ourselves enthusiastically enough to the growing probleni of fuel shortage when it was in it's early stages and we now have a full fledged crisis for which thene seenis to be no obv- ious answer. The oil companies are no more to blame than we tbe consumens for the present fuel shortage because, as usual, we didn't pay attention until the problemn get critical- Ads or no ads we bave to conserve fuel in the most econ- emical way and we bave to do it today. Less diving, more home insulation and more efficient work and leisure habits to prevent waisting beat or fuel. There are no people wbo can be the exception to this rule and the time for procrastinating is finished. It could be'a cold winter. Blecver the following calîs from Oct- OCTOBER 29tb at 2:23 p.m., debris left in stove oven ignited at il Deerfield Court. At 5:05 p.m., car fire at 49 Tbickson Road North.' OCTOBER 31Ist at 6:34 p.m., gas poured on ground and set on fine at Peel Street Park. At 7:45 p.m., rubbish in middle of road at Coîston Street. At 8: 01 p.m -, rubbisb on road at corner of Queen & James Street. At 8:25 p.m., open hydrant at Coîston & Centre Street. At 8:58 p.m., fine on road at Queen & James Street. At 9:32 p.ni., unused barn set on fine at Queen & Charles Street. At 11:56 p.m., check barn fi debris at Queen & Charles Street. NOVEM BER 1ist at 12:15 a-m ., large fire in field report- ed - no fine found at Thickson Road & Hwy. 12. At 12:16 a.m., hydrant opened by pranksters at 6 George Street. rAt 7:28 p.m., check report of fuel oil -in ditch at Green & Pitt Street. NOVEMBER 2nd at 6:01 p.m., check snnell of gais at 713 Green Street. NOVEMBER 3rd at 8:09 p.m., furnace ait 1100 Brock Street South. NOVEMBER 4tb at 4:48 p.m., check caîl ait 131 John Street East. At 6:19 p.m., report of smoke coming from barn on Dundas Street East. At 10:48 p.m., chininey fine at Robmian Street & Hwy. 12. THIS WEEK -~ -.from Ottawa LIBERAL VICTORY The Liberal Party has cap- tured 1 02 seats ini a sweeping victory in Iast week's pro- vincial election in the pro- vince of Quebec. In the 110- seat National Asseinibly,- the Parti Québécois elected six members, the Créditiste Party elected two. Parti Québécois Leader René -Lévesque, Union Na- ttionale 1 cader Gabriel l.m,- bier and Créditiste Leader Yvon Dupuis aIl went downl to defeat. Prime Mînistii Irudeau has described the Liberal win as "a great triumph for federhism over separatism." CAN4ADA IN THE SUEZ Externat Affaurs Minister Mitchell Sharp announced in the House of Commonç that Canada will supply troops to provide logistic back-up for thet United Nations emergen- cy force in the Suez Canal area. Somc 300-400 Canadian soldiers will bc ini the Middle East within a week. Defence Minister James Richardson said that eventuallv ('anada'sý force in the Middle East may number as hîgh as 1,500. Mn. Sharp told the Commons that the emer- gcncy fonce has been com- mittcd by the United Nations for six mon.th------- WHEAT SALE TO BRAZIL 1Otto Lang, the minister responsible for the Canadian Wheat Board, announced the sale of 22 million bushels of wheat to Brazil. valued at about $1 25 million. Shiprnents wil libe from Atlantic and St. rence ports heginning Feh ru ary. made Law- next NIXON RE-ELECTED Ontario Litberils abt week- end re-elected Robert Nixon as provincial Liberal Leader. Mr. Nixon's victory came on the thirci ballot; federal merm- ber of Parliament Norni Cafik came second and MPP Donald Deacon ran third. Robent ixon has served 'ts Ontario Liberal Leader since 1967. WHOLESALE PRICES DROP Statistics Canada reported that i whoeçile Priceç on food and industrial goods de- creased in Septemher. The major factors in the decline were a 4.9% drop in prices of animal products and a 1.2% drop in prices for vegetable- products. Consumer Affairs Minister He.b G ray said in* the Flouse of Commons that the government will watch to see if the consumer will benefit from the lower wholesale pri- Fire Report by special fine campaigns, and an evaluation of the year's activities. The best single entry fnom Canadian and from United States municipalities is designated grand award winner of its respective country and receives a bronze plaque. Other finst place winners in eacb population class receive glass award plaques plus certificates of menit. Other entrants who place in their population classes or provincial rankings receive certificates of menit. Awards are based on reports and exhibits submitted. The awards are inscribed in the name of the community. Ahl entries are sent to Boston Massachusetts by Novem- ber 3Oth, 1973 and the results are announced by February lst, 1974. Best of luck to tbe W.F.D. Fire Prevention Department. Busy FIRE PREVENTION CONTEST The W.F.D. is participating in the National Fire Protec- tion Association's Fine Prevention Contest. The purpose of the contest as outlined by the N.F.P-A- is, "to measure tbe success of the year-round efforts of various elements witbin a community to create constructive attitudes about fire safety among aIl the citizens." There are two separate contests within the municipal division - one for Canadian Municipalities and the other for the, United States. q. Canadian cities, towns, fire protection districts, and counties are divided into six population classes- Class "A" is for 100,000 persons and over; class "B" 25,000 to 100,000; class "C" 10,000 to 25,000; class "D" 5,000 to 10,000; class "E" 2,500 to 5,000; class "F" under 2,500. I 1972, the Wbitby Fine Department competed in class "C" and won second place for Ontario Fine Departments and tenth place in the Dominion of Canada. This year, Witby is again in the class "C" division- The program consists of five categonies for entering. Tbese are: organization of community fire prevention, year-round lir prevention, fire prevention week, other lIbe W1fITBY FREE PRESS welcomes ncws reports about community happenings or local peopie. t<eports from community orpinizations, non-commercial gproups, .or any unusual items that may be of interest toWib and vu~ readers should be inaîled to the Whitby Free P'ress, Box 206, Whitby, or dropped off at our offices inthei Free-Preas Buildli (2ad floor), 121 Brock Street, North, Whitby. If a fiews item is 61oo hot" to wait, please Cal Our editorial dcpartmcent at 668-600M, 668-611Il, or 668-6700 (24 hours). Ilite Whitby Free Press is YOUR Whitby community newspaper, and you have a uay as to what appears i it. Vf you don't lMe aomething.T.1ELL US! Support YOUR commuztity, newspeper.... and heip us make thas Whitby newspaper a method of communication ail of us Whitby residents can be proud of. lie Whitby Firee Press is operatcd and staffed -by lncal people, and is thc ONLY local ncwsMaer that, besideç being circulated throughout the Town of Whitby proper, Ià maMldWtt through the Post Otthce to the ouslying rural ams to reach approx- THE WHITBY FREE PRESS (VOICE 0F THE COUNTY TOWN) H-omtown pfe Of Whitby, Brooklin, Myrtie and Ashburn; aise srving Ajax and Pickering. SPEAKING ON ABVERTISINO by Rl mt DAILY - VERSUS - WEEKLY COVERAGE lt cornes to mind that a number of local, community advertiser may be living under a mis-conception in regard to benefits derived from newspaper advertising. This is another point that bas been debated at great lengtbs. Basically the question is quite simple when viewed in the true perspective. For instance let us take a look at the benefits obtaîned from 'newspaper advertising by say, a small shop keeper. 1Here we have a businessman with a limited amount of money available for advertising. ln order to survive he must present his message to the greatest amount of people as possible, those who are likely to do business with him, of course. lie has a choice. The shop could be advertised in a large provincial daily at a cost which is not modest by any means. Using this medium, the shop keeper could possibly reach upwards to 20,000 homes with a potential market of 60,000 readers. This would appear to be an excellent market place. But is it really? The provincial daily could be circulated over an area of approximately 60 - 75 square miles. This would mean, potential customers would be required to drive long dis- tances merely to have the privilege of shopping in bis store. ln almost every instance the customer would pass large shopping centres and umpteen lesser shopping areas or stores, ail of which may selI the same type of merchan- dise as our friend. We ail know the answer to that one - "people dcr not do this type of travelling today ," there is no need ofîit. Now, the question of the daily paper having pulling power because of the national type news it carnies on a daily basis should be considered. Remember, it is a Provincial daily flot a Metropolitan Edition and in actual fact, is attempting to present the best of two wonlds- Nat- ional and local news. The provincial daily that could succ- essful produce this type of program has as yet not been published - "and this is the true facts". Metropolitan dailies have the power, staff and advertis- ing support to thoroughly cover botb the International and National scenes. They faîl short on the local scene, however hence the need for weekly or community papers. The Provincial daily, because of its two-way attempt at covering both fields, also falîs short and, both areas of news coverage suffer. What is the answer? It is almost too simple and because of this is most often overlooked. The weekly newspaper in any one given area definitely bas more pullîng power because of the very nature of its production - "Community News' Readers - will buy Metropolitan dailies for their international and national news coverage. They also read the weekly news- paper to obtain an insight to the local happenings. Here tban lies the answer. Despite a smaller circulation tbe weekly newspaper bas to bave more pulling power thant the provincial daily. It'sjust that simple. Next week we will discuss the differences that exist between newspaper - radio and televigion advertising. In, addition, the question of cireulars and flyers wilI be deait witb. The W.F.D. responded to ober 29tb to November 4th. MAil: Box 2M. Whitby Phono:1.068OM0.606111 PR I Toronto Une: 282-10o4 N .24 MAILING EditorlGen. Mg.:' Make Burgsss &pistant Editoe: Jim Qbuail Advertising Mgr.:- Roly lbýà ith aphic At.: Marie RLttem