Indianapolis Times, Indianapolis, Marion County, 27 December 1950 — Page 7

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THE INDIANAPOLIS TIMES

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* "= : os / » LA NEWBURG ! A ’ Whey from a two and 4 : 3 lobster, having it ; : - ne unks. Heat in the i : : of b ‘hth pound of butree minutes, then - i » " . sherry (if desired, ; : WH, bs 0 ). Cook atothes : wy i uring ne-hal & EA a y 0 in one ‘ h } oo os OCT.

which has been u egg yolks. : : o> \ , : t water, season to | i Re a : WITHOUT a speck of cay- : ittle fresh-grated : , DEPARTMENT-STORE SALES NOSEDIVE during newspaperless October. Comparisons are vs, NEWSPAPERS WHBBYY, and ae 2 : . " 1948 since major coal and steel strikes in late 1949 make '50-'49 comparisons uninforma- plo) AL ; : tive. Bars show change up or down in combined net sales of 10 key Pittsburgh stores as

f toast or pastry. ! r : A tion comes from compiled by University of Pittsburgh's Bureau of Business Research. Newspapers’ absence, 8.67

v “Chafing Dish ; : reported a spokesman for one of Pittsburgh's top retailers, “forced us into other melia n Evans Brown, : which haven't come within miles of justifying their cost in terms of results.” he Ward Ritchie 3 Angeles. It conof this kind of de beautifully bound

ar's Eve buffet is in the social life dish. Everybody obster a la Newhey haven't eaten

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ii I's an experience few cities ever face. But from Oct. 2 found wanting. Nothing could take the place of newspapers. right job together. Business, big and small, took a beating. More ape ; through Nov. 17, the 1,000,000-0dd people of the Pitts- Department-store sales lagged, despite all-out emergency National advertisers with big campaigns afoot found no heat burgh area endured seven newspaperless weeks. promotion efforts: Scores of other downtown stores — adver- practical alternative for the newspaper ads they’d scheduled. he, marmalade, : w “Lack of newspapers created a terrible vacancy in my tisers and non-advertisers alike — felt the loss of the mass Promotion after promotion was canceled or postponed till Creamed : ” life,” one woman summed it up. In a thousand different traffic-building power of daily newspaper advertising. Foot- ~~ newspapers hit town again. 308 ettover ways, close to a million Pittsburghers echoed her testimony ball games, theaters, night clubs saw boxoffice hopes go Pittsburgh’s experience proves once again that a city rey, 4 to the value of their strike-bound daily newspapers. glimmering. Real estate men waited for prospects who never without its newspapers is a city in the dark. With its newsTeas, Sea, milk, a People tried other ways of getting the news. Business came. Men sought jobs and jobs sought men with little luck: papers, our city or any other possesses an informative force lice, beef and 1 tried other kinds of advertising. But all the substitutes were there were no classified ads to bring the right man and the and a business-building power for which no substitute exists.

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will be guests of oy 3 Alumnae Chap- 48 entertained at an a arty in the home 9 , Petranoff, 3367 & t. Miss Petranoff 3 : 3 the local alumnae h . ; ; * i - “NY BROTHER'S IN SERVICE IN KOREA, and I miss the story of FAMED OICMAN MIKE L. BENEDUM “WHEN SOMETHING'S REAL VALUABLE, AD DIRECTOR FRANKLIN BELL of Pittsburgh's H. J. FOOD EXECUTIVE GLENN KNICKERBOCKER, of MAYOR DAVID L. LAWRENCE speaks for all Pittethe dining table 2 what's happening over there,” says Mrs, Gloria Fabiano, echoes Pittsburghers’ unvarying you never know till you're with- Heinz Co.: “Absence of newspapers left an Kroger: “No paper here should have burgh: “The newspaperiess city is deeply hurt by Ralph L. McKay, XN shown with her son Casey, 3%. “I just can’t get it anywhere plaint: “Here in Pittsburgh we out it how much you can miss unfillable gap in our individual and com. any trouble selling space after this For people's inability to get the news accurately and » officer. i but in the papers.” Here at home, she adds, “somehow I'm didn’t realize the newspaper's in- it,” says Mrs. Henry Eltringham, ~~ munity lives. As a national advertiser, I know, us, radio doesn't do the job, nor TV. fully. Their effectiveness as citizens is restricted. 3 ER i buying only bare necessities, because there are no ads to tell dispensability until publication of “Without newspaper ads, I've too, that newspapers’ absence has been an I say if you want to prove newspapers’ Our loss is seriously real. No news is really the y Will Meet a . me where the bargains are.” our dailies was suspended.” done far less shopping, too.” irreparable loss to Pittsburgh business.” value, just do without them.” worst news we can have.”

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“) NEVER KNEW 1 COULD MISS a paper “WERE LOST WITHOUT OUR PAPERS” says Mechanic PITT CO-E0S MISS WAR NEWS “most of all,” says Clare DROVE 65 MILES TO GET THE PAPER. “It was just RUG BUSINESS GETS DOUME SETBACK, UMBRELLA KING SAM CONEN (“biggest um-

eo much,” testifies Traffic Officer Thomas Abbott, of Gulf Oil. “I want lots of de- Starrett (left), whose boy friend is in Korea, as is Mrs. like losing an old friend,” says Construction avers Rand-Rexall chain’s General brélla store in U. 8.”) symbolizes bad Ted Walters, More than 9 of 10 - tail—mére than I can get anywhere else. Every- John A. Woodside’s husband. But loca] news ranked Foreman John Boris. “I missed the papers Manager H. L. Gefeky. “With no Tuck from no newspaper ads. “70% of my ' © Pittsburghers surveyed during the body I know is complaining.” 85%, of citizens far and away as the most-missed service of newspapers so much I drove to Wheeling to get a paper newspaper ads, sales of heavily pro- business comes from newspaper advertise strikedeclared newspapersmoreim- surveyed found themselves without “as much during ‘the Pittsburgh strike, survey conducted by to read. I'm a guy who reads his papers moted items dropped to nil. Less ing,’ he aays, ‘Without it, we just could

portant to them than ever before. information as newspapers give.” Ketchum, MacLeod & Grove Inc. showed. several hours every night.” traffic downtown hit us hard, too.” ‘not continue to do business.”

Like electricity or running water, newspapers are so much a part of life and living they're seldom fully appreciated except when absent. That's ~~} why Pittsburgh’s experience has meaning for every citizen, every businessman. If you're in business, send for the documentary booklet on the Pittsburgh story, including its objective evaluation by the Ketchum, MacLeod & Grove advertising agency. Write to the Bureau of Adver. tising, 570 Lexington Ave., New York 22, or to this newspaper.

AMERICAN NEWSPAPER PUBLISHERS ASSOCIATION

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+ misses the comics and the ads.” All ever Pittsburgh, shoppers should have had 95%, of our goal, but we were under . testified that absence of newspaper ads robbed them ot their 75%. We lacked our chief publicity medium and also No. 1 shopping guide. | : our main channel to 10,000 campaign workers.”

oR 25-YEAR HABIT HARD TO BREAK. “You sure miss the newspapers COMMUNITY CHEST DRIVE FALTERS. R. Templeton Smith, ; of which this newspaper YR when they've been a habit for 25 years,” says Taxi Driver fund chairman, had to extend 1950 drive period. : . : IR Arthur J, Parry. “I miss the sports and war news and my wife “On the day newspapers resumed,” he reports, “we and approximately 1,000 others are members

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