By Andrew Heart Throbs Humor MOW TO MOLD mm Western we not our own but they completely dovetail I hate to admit It but business and western planning methods even miller are so advance of our eastern tempt that one wonders and when we are going to In regard I definitely re- to town planning Listen What The Alberta Calgary ing the traffic out of that hi could and Serving Newmarket and the rural districts of North York f friend In New- The Newmarket Era own may we direct these re mark and suggestions A short project which originally was enthusiastically supported by the merchants Perhaps people are beginning lentkmed Now r Thursday Weekly Newspapers advance Single copies by the Newmarket Era and Express The Expresi Subscription Audit Bureau Class A Weeklies of Canada Canadian E W Stefaniuk Second Class Hall Post Office Department Ottawa Ian Baxter Publisher Advertising George Haikett Sports Editor Racine Production THE EDITORIAL PAGE THURSDAY THE TWENTYNINTH DAY OF OCTOBER NINETEEN HUNDRED AND FIFTYNINE The Press Of The Province And by the light of faecom under the drip of science become immediately understandable Next time a fiddle such a lunge The little do Our Readers Write Main Street be dont smarten The In a busy area safe to the project their city head Victoria Calgary TORONTO DAILIES SMEAR NEWMARKET It is a sad irony that in the same week Newmar ket plans its bright future it also has to face the dark immediate present Its citizens cannot help feeling that the Toronto press lost all sense of proportion in describing the town as vice ridden The majority of the merchant peti tioners to the Police Committee who started it all are appalled at the publicity our problem has provoked What began as a sincere concern for public order and decency on our main street has developed into circula tionchasing smut an issue to be kicked about by every Tom Dick and Harry from the to Kapuskasing It has been argued that since we did have this un fortunate element attracted to our downtown area and didnt act strongly enough to eradicate it we deserve all the adverse publicity we get Local residents can not agree There arc hundreds of other towns with a problem similar to ours and they are exclaiming Why pointed this he said that be had si trying to locate his shoppers who make possible How long are to fiddle while Rome Of From The Files And 50 Years Ago before Newmarket Veterans a part of this problem proverb says that Satan As long as we do not pro outlet for the abounding I aug the appointment or the public schools vould be and recreational the week which would provide and provision should Ho I and No It unfortunately White York County the North West jeai option is force Speaking before the Club of Toronto last J dAImeida exprsse and kites of boys the globe in lest tha their they played Of delightful seteclioi of Toronto P residence last Saturday her art now 141 pupils rolled at Newmarket High It clear a has nearly than this Our much maligned polio slap in the face and its to thei are being so patient about it Those who sowed the wild seeds are now reaping the harvest The immature thinking of the publicity- seeking elected representative of the town who called in the reporters of the Toronto Dailies must shoulder the responsibility for the entire mess The continuing campaign Ins attracted most of the unsavory elements of other towns lo Newmarket and our own teenagers have been tarred and feathered far and wide We thank the Newmarket Recreation Teen Town committee for its message appearing elsewhere in this issue for the sane approach and con struct ive attitude The better element will win out when the excitement dies and the Toronto find another scapegoat in their battle for sens headlines Meantime we reiterate thai this newspaper in the interests of the citizens and of better Our columns are open to constructive sugges tions We are here to build not to destroy V ADVERTISING IN WEEKLIES PAYS OFF Far too much marketing emphasis Is being placed today on socalled captive audiences and far too little on captivated audiences according to Bill- Cranston newly appointed sident of Shoe Co of Brampton Addressing the Canadian Weekly Newspapers Association in Mr Cranston said captive for long simply by dilation of TV or radio mentally last year in over Canadian daily and week ly newspapers had increased the volume of their 9 son branded footwear by over 42 per cent If news papers weekly and daily ever exploit the full potential of this merchandising partnership between national community retailer and the captivated local newspaper audience they will never need to fear the loss of their role as the nations preeminent adver tising medium he concluded YOUR MONEY FLIES Last week we dealt with the extravagance the CBC with its new army of top brass Further evidence of waste came this week with the arrival at our desk of four CBC publications The covers printed in red and black dealt with CBC Symphony Orchestra attached were four sheets of puff CBC Light Con cert Orchestra attached three sheets of puff 3 CBC Talent Festival attached four sheets of puff 4 CBC Times pages of highlights on radio and TV If this ever gets to the CBC brass our name will be taken off the mailing list We couldnt care less Now to deal with TCA Quoting from their own news sheet we read The air conditioning system in one of the TransCanada Air Lines new Douglas Jetliners would comfortably cool goodsized homes The first of six of these big is scheduled for de livery this fall To accommodate these new Jetage craft Canada is spending this year million dollars on airport expansion the same amount as spent last year We are told that for the next decade Canada expects to spend more than 600 million dollars on its airports And all of that is your money What are you going to get Well we will quote from a particularly reliable source with respect to work which is already in pro- gross at At Torontos new terminal complex only will be used with a central control lower The system provides fur aircraft loading ami servicing positions around a small terminal building At Montreal and Winnipeg eight aircraft can be handled at each of two rectangular at Toronto aircraft will be handled at each of four round The aircraft handling includes full aircraft servicing after it lands and before it takes off on its next flight Underground fuel tanks mechanical service facilities Will I livated in terms of personalized rest and in this field Canadas daily and weekly hold over other advertising media a large Newspaper readers basically not because their horizons are coincidental with those of the editors the and the adver tisers who jointly create the community journal Newspaper Mr Cranston told the convention attended by tome Canadian publisher and their wives consists essentially in the fact that their news comment and advertising is personally pur veyed by persons their readers know and can therefore personally evaluate Other mass media seldom if ever approach the degree of consumer acceptance and influ ence which the good newspaper loo often accepts as natural and therefore fails to merchandise to potential advertisers The communityminded newspaper Intro duces its readers to the new and the novel in terms of the known It thus attains a degree of captivation which is unknown to more remote and therefore more artificial media It is an acknowledged fact that the best selling method is person to person that is face to face Mr Cranston continued But the cost of selling this way is for most manufacturers prohibitive So the next best method is for a known person that is a local dealer to sponsor a product or service over his own name in a medium known and respected locally This is where the local newspaper with its captivated audience can do such a good job It can be and is a key link between acceptably 1 1 occupied Mayor Pearson moved Into hi now Hi pupils lied at Hut being In- 1 the of loliw in iffic on the Placing the building also helps cut aircraft as jet blast fences For passengers the ling of baggage and belts will be installed at will be sufficient officials national travel red tape at hand to pied Hie thai their will be a heliport this Thirty The state the not the master of the people the slate is their guarantee against infringement on their riQhte their agent in international and national it not the function of the state to assume the di rection that activities rest on individual choice Hot Rodders but so does every homeowners in porous Let us not forget that dollar Rodders and they should not be think about is judged by a minority of incon- take any action The merchants have good on the on population would have every the socalled The Editor i which they will fly There roofs to pro vide fast service into the city or nearby Hamilton Res taurant facilities at the will provide an un impeded view of the airfield While these major airports will use this new ap proach lo passenger handling and aircraft servicing new airport terminals have been built at Saskatoon Ed monton and Gander The latter was officially opened by Queen Elizabeth on June New terminals are completion at Ottawa main terminal at Mont real Halifax and Sault Ste Marie Airport terminals are under construction right across Canada even to Bay on Baffin Island near the Arctic Circle a refueling point for routes between Europe and the Pacific coast of North America is tight for everyone except the govern mentowned TCA and CNR When will Mr Flem ing stop government borrowing The finance minis ter blames the banks for tight money while millions pour into these government projects which would be better financed and handled by private investors Can adian Pacific can make money on its railways hotels steamships and air lines Why should our taxpayers make up annual deficits for TCA and Both Mr Fleming and Mr know full well Unit government ownership spoils inefficiency and leads lo bankruptcy I ihu family parking space industrial a whole or is going t why S whosoSrm My eldest boy has not found it ill agreed that the overall pic ture was good The question how this project would be finan- Perhaps Mom and