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BREA ee I _. a SS Invaluable Aid Given By Advertising Dept. At the second floor landing of the Oshawa Times Building our businessinan turns right and walks into the glass fronted ad- vertis lepartmen. managed by George Wilson. He is setting up his owr business for the first time, it's a men's clothing store } and he's chosen Nshawa for the? location The, store opening is two weeks § away The stocks have been: ordered and most have arrived. Sales ass All that remains is for the word to get around. He thinks he's got some pretty good values in cloth- ing but they are not going to do anyone much good sitting on his shelf EXPLAINS PROBLEM He's never arranged for any i advertising before. He goes over to one of the advertising men and explains his problem. He'd planned on a half page advertise- ment. No, he had no particular design in mind. He'd like 'some suggestions. 1 In minute he is looking through a syndicated book of sug- gested attention compellers for newspaper advertising. These new service books are sent out every month, he is told, and are used by leading newspapers across Canada and the Unit.d States His eyes flick over suggestions for advertising food, furnishing, lumber, special designs for St Patrick's Day, various styles of lettering. He comes to a section on clothing, a bold 'black and white design catches his eye and he makes his choice. The assistant quickly prepares a sketch for him incorporating! At this stage of the business he the illustration he has chosen with the name of the store, the information he wishes to make[so our known about his goods and the opening date. nts have been hired. j He is no stranger to the impact advertising can have. Keeping a weather eye on the city for the' past few months he has seen some dramatic results. A ADVERTISING PAYS A butcher 'shop for instance hat advertised in the Times, 4 Housewives flocked to buy at 'he i "i prices the store quoted and it had i : 4 -- the biggest sale in months. That 4 4 Istore could have been giving steaks away and no one would 4have been any the wiser, if they i : % hadn't read about the sale. The § i days of one or two general stores : x 4that everyone patronized and i each customer knew when fresh eggs or a shipment of coffee had farrived, were buried with the horse and buggy days, our busi- nessman mused: Large companies didn't put millions of dollars into advertis- ing for nothing. He remembered reading recently that a company operating stores in Canada and The advertising man tells him|the Datied States yas Plaaning that i i rot ike/to spend $52,000, on advertis- that if at any time he would belle ol and To law that to have an engraving made spe-|yyic gum would be dwarfed by ally for an advertisement of his|some of the automobile and gas own design, that it could be ar-|ccmpanies. ranged for; that colored adver-| Experience had also taught tising is a simple matter if he him to discount the tale that ad- should want a really gay adver-|vertising put the price of the GEO. WILSON i A ------- SUPE POR THE OSHAWA TIMES, Saturday, Merch 26, 1960 27 Collection Of QUEBEC (CP) -- In French-[In New Brunswick folk singers often other you may never hear the Laval University here and there may be still others. Some 30 folk song collectors airs and they now have 1,800 and their stories. DIFFERENT ENDINGS Although the archives have re- of the same song, probably the best known of this kind is Eliza- beau, the tale of a fair maiden enticed aboard ship by a sailor who promises to teach her a song he has written. In Quebec the story is likely to A C Folk Lore Makes Interesting Work some versions he does, in speaking tovns of Quebec and|others he is drowned. In New Brunswick, it is a hand- chant the adventures of Eliza-|kerchief and it has been stolen. beau. ! But the sailor refuses to try to But from one community to an-\get it back for her. Biggest of the collections at song quite the same way twice. More than 150 versions are Laval 38 hat hi Se acourtiere tiled in the Folklore Archives of founded in 1944 COVERS WIDE FIELD "The work is very human, full have turned over to the archives|of the unexpected," he said in tape recordings of the traditionallan interview. He has done folk- lore research on bursaries from hours of first-hand tapes and an|the Guggenheim Foundation of intricate system classifying more| New York and the Royal Society than 28,000 variations of songs|of Canada. His territory is all of French America. On-the-spot tapes of Acadian and Quebec folksongs gathered by i the archives were recently re- ceived as many as 300 versions sor ot & cecurd by RCA Vietor. second recording will come out soon and another will compare the versions of songs sung in anada and those in French. speaking parts of Lousiana. The archives are part of Laval's tell of her golden ring which she|faculty of letters, Many of the |says has fallen into the water and|collectors are students working of efforts of the sailor to find it.|for a certificate of folklore. ADVERTISING DEPARTMENT IS ON SECOND FLOOR OF NEW TIMES BUILDING tisement for some occasion. product up. By increasing the, Lghtweight sweaters and new|sales volume, adverlising in fact spring styles are to be featured|reduced the cost of the product. ™M ling a new topcoat or skiing out- he'd decided on and explained| fit at this time of the year. contract advertising. wants to keep his store before 'the public as much as possible|girl was working on an advertise- businessman enquires|ment for a large company which vertising. ada to the other. Our business- (that the rate was cheaper fof|counts and corporat an enquired and discoverediHampton, Harmony, Kedron, Kin- in the advertisement. It stands| The advertising salesman re-/that she worked solely with na- S: to reason that mobody is going to|turned to our business man with iional advertising placed by the rti , i in buy-t rtisement : Beach, Pontypool, Port Perry, be particularly interested in buy-|the cost of the advertise! agencies appointed to handle Be Brnes Alot. faglan, SCugos by the larger companies Island, Shirley, Solina, Thorn. ions which like to|ton's Corners, Tyrone, Utica and |keep their product before the|Zion are some of the rural cen- At one of the desks nearby 8 public right across the country. [tres from which news is received His own work completed, hejover the district desk. about the cost of repeated ad-|sells gas from one side of Caoyslt will 8 2 row to the mop POLICY ED hs Fl | ale, Leskard, Manchester, Maple Grove, Myrtle, Orono, Pickering At least 15 columns of news |from these rural areas appears |in the Times each week, which {from a circulation standpoint {compares more than favorably with the average city and na. | tional news content, Agdin, this {rural correspondents' material is| supplemented with special col- umns and features dealing with farm and rural municipal affairs. It will be seen from this short account that the publishers of the |Times are fully aware of the im- {portance of the rural areas to policy of handling this news in a special department will be main-| tained because of its special sel nificance to the rural dweller, whose loyal support over the| years has helped considerably in! the development of the Oshawa Times. DON'T WANT TV CAPETOWN (AP)--South Af-| rica is not going to get television| because it would undermine the white man's rule here, Tele- graphs Minister Albert Hertzog said Wednesday. Hertzog told the| Senate the whites' rule '"'cannot| be achieved if such bad influ-| cer Leader sks | J. 0. DOUGALL LTD. Portable Pensions TORONTO (CP)--CCF Leader MacDonald introduced a bill inj the legislature Thursday calling for portable pensions. The bill would require that every employee in a unit of em- ployment to which the pension) TH applies become eligible for inclu- sion in the plan after a specified period, but exceeding one year, from the start of his employ- ment. WISH is terminated, the rights vested (Congratulate OSHAWA DAILY TIMES Where a person's employment é TO el tc an. |in him would be available to him ences as television and all its ac-i i a pension starting immediately companying evils are allowed to0/or at some specified future date, contaminate our young people|the bill says. The same rights who'll be leaders of the country would apply where a pension, 40 GIVINS ST. ® TORONTO © LE 4-8843 iplan is terminated. |the overall news picture. Thislin the future." [se CLIFF MILLS MOTORS LIMITED on the GRAND OPENING OF THEIR NEW PLANT Advertising is an integral part of any newspaper. It provides revenue ithout which a paper m-- fi must either go out of business or gE % 7 vertisers who, for example, order| be subsidized. And no subsidized an ad run for six days, pay in paper can be free | advance, and, for a variety of Advertising provides a shop? reasons, wish to discontinue the window throug ch the reader ; i ad before the six-day period is can compare values of various : ui products or look for a new home. It is a service provided for the reader Two kinds of advertising are carried by To The Management and Staff Of The Oshawa Times THE CLASSIFIED AD DEPARTMENT OF THE OSHAWA TIMES IN NEW TIMES BLDG. . : Classified Ads Give | DiSTCT Disk (Continued from Page 19) . housewives, or farm dwellers. Many of them have been carry- |g Wide Range Of Help |::uiisc] community abreast of the news| for many years. Their stories of || A refund book is kept by the|the doings of small communities | classified section. It is neces-|iS of special interest to many city |§ sary in the case of those ad-|dwellers . . . exiles from these|} small villages and hamlets which § surround the bigger urban oon { res. The church 1s invariably the | |centre of most events which take (E p. place in the rural areas. It is| | The classified section is run in the rallying point for most of the | | an independent fashion, doing jtg| social life, so that the meetings |B | own charging, billing, selling and|°f church groups becomes prime (| i collecting of monies, Rates are|MeWs for rural dwellers, Visitors |i | set by Thomson Newspapers Li jo other communities, family § It affords me a great deal of pleasure at this time to convey my own personal congratulations and best wishes as well as that of the entire Cliff Mills organ- gatherings, local weddings, and § which involv ly and some prose; ar is composed Mrs. G. H. Dawson, supervisor of the classified advertising de- partment of The Osh Times, @ has looked after this section for 4 i about four years ¥ i Helping her are a checker 20d { : five girls, each equipped with a ? headset, who take ads over the i telephone . Ra EXAMINE INVOICE 3 The checker examines the in ad appears in the paper incor. voices for accuracy and ads for rectly all three nights, The Times those which are be "killed" ---|18 required to reprint the cor- that is. those © rected version free of charge onlv: one appear ar Dnly once. i Each invoice is filled out by| On ads in the paper for a MRS. DAWSON, h are not to a headset-equipped gi D : the ad directly from the cus- called near expiry date and ask- tome ed if the ad might be continued Advance payment is required " for certain types of ads, includ ASH BASIS 3ot he a) 1" reo he classified advertising de- wanted ond als" (apy | partment works on a cash basis one going w Florida"), These ads|X an ad is paid for within one Be or or without price pay- eck of its first appearance, a ment because people placing| 0. ount is given. If not paid in Tiese. aes ead be ditficalt to| this time, three reminders are Gace {sent out, at _ weekly intervals; Ea. nvolce is mada out io ten per cent is added to the bill triplicate, A green copy Eoes to] Sent out with the first reminder, the OSIRG: POO ere the| "Ping out the discount, in type. A blue copy| Credit files are checked peri! \dvertiser on the 0dically. The Times will not ac- ept additional advertising from ustomers who have outstanding until paid {accounts ' to the "paid| A cancellation form is made {out with each ad taken. It helps says Mrs. Daw-|to find the ad at a later date in won, should check his ad for|order to mark it "kill" for the aceurac y on its first appearance| composing room workers. This as The Times has only one day|form also helps locate quickly an of responsib ty invoice which may be in the This means that if a three-day|transient or paid file. | girl who takes{month or longer, the customer ist ADS PLENTIFUL |even baptisms, events which the "General Motors runs this bus-/more blase city dweller takes!|B iness, in a sense," said Mrs.|little notice of, are of significant Dawson. "If there is a strike or|importance to the rural com- layoff, we see an increase in munities, "articles for sale" ads -- also in| However, the encroachment of ads for homes and apartments!'the city dweller into some of these rural districts increases the. the correspondents. | for rent, "When GM is working, car and|Y0rk of real estate ads are plentiful. {Events outside the run-of-the-mill "Ads have their seasonal side {routine of the correspondents too. Summer brings an increase : i S*icoverage. in home repair, { is. § i pair, gardening work| pis is decided from the dis. and supplies ads." i A . . ' SBT : Real ostale' ads consent desk, which acts as a clear-| orm the largest percentage ofl; 3 Jace in the entire 52 classifications. | 0 the rural areas. Such a irth and death notices are|., . i i billed through the classified de.|S215e (asinglly Neve lems} partment with marriage notices| jag overlap g Ting commun handle p i [Ri " f Ban d by the social depart-| Big news breaks such as fires, train crashes, bad road mishaps, ! and tragic happenings involving loss of life are often phoned in| Farm Safety Board by correspondents. When this| happens, newsmen and photog-| Formed In Toronto :erhers are rushed to the spot |for early coverage. | TORONTO (CP) -- A farm| Without the co-operation of the safety council of Ontario com.| Correspondent on the spot, this posed of farm people has bee t formed in Toronto, Agriculture] Vould be impossible. When these Minister Goodfellow Th ancelnews breaks occur, the value of] Thursday. fthe rural correspondent is om. The council will co-ordinate and |Phasized. encourage the co - operation of | [ | | councils and strive to bring about ville where the Times maintains a safe rural community. |staff correspondents and photog-| Chairman of the council {s/raphers, there are 35 rural cor- Grant Smith of Burgessville, with|respondents sending in reports |§8 Larry Doble of Uxbridge and Eu-{2imost daily to the Oshawa gene Lemon of Stouffville as vice-|0ffice, chairmen. Other executive mem-| Almonds, Ashburn, Audley,| bers are: Ted Dunn, Bayfield;|Balsam and Mt. Zion, Black-| Mrs. Helen Smith, Gananoque;|stock, Brooklin, Burketon, Cedar W. A. Smith, Emo, and Arnold Creek, Columbus, Enniskillen, | Spaull, Warren. 'Frenchman's Bay, Greenwood, ization, to the Publisher, Mr. T. L. Wilson and the Staff of the Oshawa Times on the occasion of the official Grand Opening of the new "TIMES" Building. Since 1931 when | first established my business in foviie X Ls Ses iey Oshawa, | have consistently used the Oshawa Times : W| for all publicity purposes and have always had very fine co-operation with the entire Oshawa Times or- ing house for material sent in| Ol a sa oe IN ganization. | have a very high regard for the Publisher, early and complete coverage |§ Apart from larger areas such | county and district farm safety|2S Ajax, Whitby, and Bowman- § Mr. T. L. Wilson, and the Newspaper he manages and | am indeed happy at this time to extend my very best wishes for the continued growth and success of our own fine daily newspaper, The Oshawa Times. H. C. MILLS, President The GLIFF MILLS MOTORS Limited Your Pontiac, Buick, Vauxhall and Goodwill Used Car Dealer in Oshawa 266 KING ST. WEST OSHAWA RA 3-4634