The Mail-Journal, Volume 2, Number 43, Milford, Kosciusko County, 5 December 1963 — Page 16
8
THE MAIL-JOURNAL
Spotlight on Improving Business .. . Paid Circulation Is Most Valuable Asset Os Any Publication By Arch Baumgartner Publisher THE MAIL-JOURNAL
. The most valuable asset of any publication is its paid circulation. Paid circulation certifies the worth of a newspaper and assures any advertiser that his message will be Welcomed into a specific number of homes. The worth of paid circulation has been dramatized in the results of newspaper strikes in Cleveland, New York, and Chicago. When ever a legitimate newspaper is suspended, free circulation publications, often with huge claimed circulations, make their appearance. Advertisers have always found that the replacement publications are not satisfactory substitutes for established newspapers. The reasons are several fold and simple: 1. Since the free circulation publication is not sought by the reader, often it never reaches the person who would act- upon advertising. A large peicentage of such publications are quickly deposited in gutters and garbage
NEW AND USED AUTO PARTS Syracuse Iron, Metal and Auto Wrecking PHONE: 457-3555
WE’RE IN THE BEST OF LfltllTOllllfci "Holiday Spirits" - - ■ twMj |Wr I For Festive Entertaining and Gifting fe » /WW * ** 1 | ’ wfiWJM I' lll ' I'' ll ' l ' nes <A ¥AA'^^l£ a “ s a . f W^v K All Leading Brands of ■*«•* *■ |m P orted Beer
GLASSWARE SALES and RENTALS Use Our Lay-Away Plan Choose Now - Pick Up Later 4. • '
Sfl LAKEVIEW LIQUORS, INC PAUL BEAM FRANK GILWORTH 710 No - De,roil (Hwy- 15 > North) Warsaw Use Our FREE Off-Street Parking Lot
Thursday, December 5, 1963
cans. 2. The free-circulalion publication has no accumualted prestige which may be transferred to the advertiser. It has no proven public acceptance to offer the retailer. 3. Free circulation is on a quantity rather than quality basis. The local consumer who may have a real impact in local trade subscribes to the communuity newspaper, not only to read the advertising, but also because of his interest in the community as a citizen. 4. The average family includes four, or five individual consumers who are certainly reached by the legitimate community newspaper. The free circulation shopper is rarely scanned by more than one person. It is no accident, then, that the great retailers throughout the naion continue to put the bulk of their advertising dollar in newspapers with certified paid circulation.
FOR Delivery Service DIAL: 267-3651 BEIITIFII BHMTK MAKE LOVELY CHRISTMAS GIFTS ICE
Pot Plant Is Popular Gift The poinsettia is the traditional Christmas plant, yet an upsurge in the popuularity of indoor gardening has brought a number of flowering plants into the gift picture. Flowering plants in porous clay pots that preserve their health and beauty will highlight many a gift list this season. Among the popular pot plants is the Jerusalem cherry. Its round, red fruit is especially appropriate for the holiday season. It needs bright light and likes a cool temperature no higher than 55 degrees
JL IF IT’S MAGIC rKES YOU WANT Call 457-3298 Nelson Auer 300 East Carroll Syracuse, Ind.
On Sale NOW onourlot Rd- 13, South of Syracuse 'Urw WAWASEE VILLAGE WREATHS - BOUGHS OTHER DECORATIONS GROWN AND SOLD BY Wawasee Nursery RALPH OYLER
IN STOCK... A Complete Line of All The POPULAR MIXES Discount On Case Order ■ ». Consult Us For Particulars X ■ ■ ■.
at night for best results, although it does admirably even with a 65 degree night temperature. If the plant is allowed to wilt or if cooking gas fumes fill the air, the fruit will drop. 5 /;>&CLAsSIFIEDS,
St -Mar-Kos Pomona Grange In Recent Meeting The St-Mar-Kos Pomona Grange met recently at the Menominee Grange hall of Plymouth for a potluck slipper and regular meeting. Ten officers responded to roll call during the meeting which was presided over by Ora Trader, master. Activity reports were given by the following subordinate granges, Harmony, Menominee, Bremen,
We’ve got a sporty proposition for you
If you’re after a little more action than you've been accustomed to getting in the low-price look what we’ve got for you. The ’64 Dodge Polara 2-door hardtop, a quick moving automobile that doesn’t look, ride, or feel like any low-priced car you’ve ever tried before. Luxury is standard equipment on this one. The interior, for instance, is all-vinyl. The front seat has extra deep foam padding and features a comfort-providing flip-down center armrest at no extra cost. The
64 Dodge DODGE DIVISION CHRYSLER ■ , MOTORS CORPORATION Lakeland Motors 401 S. HUNTINGTON SYRACUSE, IND. . - — • • SEE “THE 808 HOPE SHOW”, NBC-TV. CHECK YOUR LOCAL LISTING. “
fol ' - “■r -r—> ——-——-“——
»« WAWASEE g U Village Ihhve. I Plumbing & Heating Syracuse. Indiana bK Personalized Shopping Assistance Whenever Desired! B \ as cheer for the entire family! your choice! I servici for eighti of these quality "™r W VANCO APPLIANCES x GRACEFULLY * ON£ YtAR GUARANTEE MODERN... CORR W 3 li^^ ONLY 8 <'fi. i • ELECTRIC f • The Christmas Thriller for the Small Fry! *ir~i *'"■ ••'■ '"-'d i ® BALL BEARING HOTIO TDICYfLE J UrtNtK IKIVIVLS /? $11.95 Value ? Flamboyant Red x< , Chromed Handle-Bars \ i / / " White Side Wall Tires (f W.' A 10"-$12.98 Spec. $ 8.88 f .12"—$ 14.50 Spec. $ 9.72 16 '- s ’ 6 25 Shop Poriy on These! 7 -Y AUTOMATiC .. j IBBir--- __ - f •»arwß , \ vfu' $ "-’ sVo "’ e rr . - “ 40£ K7*iaiOA ftTn YftX i llm \nti- ■ Y& ,2 - cup ‘I ' / » COFFEE | |l/ viSfls pc. SOCKET WRENCH ;.. 6 pc. END WRENCH SET JgL'"’7 Complete with C j| A3 11011111 im PLASTIC POUCH*£| '"X ALUMINUM 7 nis rear w „i safer M new } EXTENSION CORDS Big 2 FT. BUILDER'S LEVEL I ‘w:zl | I Calibrated in Inches Ab 12 »• 50c Value«c J AQ .1M 15 Ft.6oc Value4Vc > spec. ? 7 fr —7 $3.79 Manufacturer's Sug'd Retail w WjjjiiW emcniiiimsEnviCEii °»‘ r 12 - 000 * ,ri *’ r ‘ lhß,sto *** ,rem ' " em P,i ‘*’ assuring You the ultimate in Value and Service... You’ll agree it pays too.. ■
I SHOP and SAVE AT YOUR FRIENDLY VALUE CENTER
Waubee (Milford), and New Tamarack. Reports of the state grange meeting held in Indianapolis by the delegates Mr. and Mrs. Ora Trader, and by Mrs. Vera Thompson, state home economics chairman, were given. Mrs. Thompson resigned from this office after serving for the past ten years. She was succeeded by Mrs. MaryCain of Lafayette, juvenile superintendent. Mrs. Thompson was awarded a recognition certificate
for her Pomona lecturers’ report and activities for the past year; also third prize for her state home economic report which was sent to the National Grange session. Mrs. Trader received third place recognition for her Pomona report to the state, and Mrs. Ruth Miller of the Waubee Grange received fourth prize in the competition of 55 subordinate granges of Indiana. She also placed second in the apron contest. Those attending from Milford
floor is completely carpeted. And under the hood? A standard V 8 (318 cu. ill.) with more muscle than is common in other low-price cars. Price? Right with cars like Ford and Chevy. Here’s our proposition—why buy just any low-priced car, when you can step up to; Dodge and a lot more automobile. Are people taking us up on it? Dodge’s sales increase is more than four times that of the industry.' People knowa good thingwhen they see it. See it atyour Dodge Dealers.
were Mr. and Mrs. Alva Ketering, Mr. and Mrs. Raymond Pinkerton, Mr and Mrs. Lloyd Felkner, Mrs. Glen Pinkerton, and Mrs. Hermaji Miller. The next meeting will be a Christmas party at Bremen Dec. 19. A supper will be served at 7 1 o’clock with the home economics committee furnishing the turkey, ham, dressing, potatoes, and hot ' rolls. Members are asked to bring salads and desserts and a gift for i the Christmas exchange.