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Show j CLIFF MEMMOTT, Edllor I ..OVERUSING DOESN'T PAY?' JGS GIVES ANSWER TO THAT ! ! ! I ' T T L Beggs, publisher of the Ajo (Arizona) Copper mes credit for the very able answer to a question S ftpn on the mind of a businessman who hasn't con-j con-j himself that it's just as important to advertise his h as it is to cal1 tne electrician to connect his lights ' ,ror The editorial recently appeared in Publishers xfrBeggs printed his editorial on the front page of 'wspaper exactly where it appears in your hometown iUer-itwas titled: OVERUSING DOESN'T PAY .... Here's what he wrote: .jhere was once a man in our town who awoke one -ins and turned off the alarm on his Big Ben. Throwing back the GE electric blanket, he stretched iously before rising from his Beauty Rest mattress. i to the bathroom, he washed with Lux, dried with a Ton towel, made sure of the 'smile of beauty' before his scalp a brisk three-minute rub and scraped Bur-- Bur-- Shave from his face with a Gillette safety razor equipped V genuine Blue Blades. Making sure his best friends jdn't have to tell him, he wiped the ring from the -wash jl a Crane fixture. -Donning Jockey shorts, Interwoven socks, an Arrow i with a Botany tie, a Hart Schaffner & Marx suit, and "'rsheim shoes, he sauntered in to a breakiast consisting-Swift's consisting-Swift's ham and Rancho eggs cooked on a Maytag stove, "ad Swift's Brookfield butter on his Holsum bread, and -ed Westward Ho cream in his Maxwell House coffee zA had been brewed in a Silex coffee maker. "While eating, he listened lo the newt on a Zen-it Zen-it radio, after which he donned hi Stetson and. en-1 en-1 wing his Chevrolet, drove to a Chevron station where at ordered thai a new Goodyear tire be put on his Ford deH-ery truck. He then drove lo his business esiablish- seal orer an Asphalt street. "Looking over his excellent stock of standard merchan- i on display behind Pittsburg plate glass windows, he ' -: the usual period of time in wide-eyed amazement be- :;;;ig the .fact that for every item of merchandise sold jisitore, two or more silimar items- were purchased by . r townspeople from out-of-town sources. When taxed on 'scatter he was told that they were unaware that.he han- c the line. "Opening the Yale lock on the front door Ji& turned on i GE fluorescent lights and checked the cash in his Nasal Na-sal cash register on a Burroughs adding machine. , "Early in the day he disposed of several salesmen ho tried to sell him a line of 'orphan' merchandise, telling them, 1 can't sell that stuff here. No one ever kurd of the brand.' "Be then-went to the post office and, after wading iw-deep through the direct-mailing pieces he had pasted a day before, grew another ulcer while watching a long a of people waiting to receive their packages from the o."der houses. 'Upon returning to his store, he was disbusted to find 3 publisher of the local newspaper waiting to see him. "When approached for an advertisement, he gave to standard answer, 'Advertising, in this lown, doesn't P'T- People here, all know where I am.' "The morSl'of the story is: if this man would abandon a attitude of 'buy my merchandise, at my price, or you fSoto . Phoenix' and remember that such silent ad- is being taken more and more in these days of a buy-""s buy-""s "arket. he might possibly aid in getting the people to their money in the town where it was earned." v E v GETS BAD ADVERTISING 3M JITTERED STREETS, ALLEYS . .hSl;metitIe ago I commented on the slovenly condition streets can get into, and suggested that the man 0 operates a business on this city's main streets should sufficient pride to see that any litter that might ac-r;;tte ac-r;;tte front of or near his place of business is removed " ten care of. community I lived in before I came to Roosevelt (j,.."1 many ways a 'dirty' town, a condition that was nHn tv,the type of industry carried on there. But, there ne thing a visitor or a townsman could seldom find on ifvS S,treet of tnat small industrial city, and that was V? ? Waste that had been around more than 24 hours. , ' KePt main street exceptionally clean. tss w were several reasons why this city's main street taiei tl The first and biggest reason was that the groeer the shoemaker, the haberdasher, etc., kept fr!D ?bl'Satin to see that the front of his place was u 0u eme frm litter. The next reason was the city paid iiig k, na small wage to sweep the street every morn-KWd morn-KWd V 'clock- And finally, the city garbage service It lJ debris once daily and hauled it away. to offe, I y desire to condemn or complain, but rather 4jtocPa!?nstctive suggestions that might right a wrong lie that 11 y exists- 1 learned early in my newspapenng 10 aid in I f responsibility of a newspaper in a city was I' might follow"8 CiVlC Pfide and t0 Pint f P'aceTn6',,13. ?hoice- accepted Roosevelt as my home and ' Simi ch to invest my life's savings. Therefore, I ''Hie city a .uuch interest in the future of this friendly 'ntto A ose of vou who have lived a lifetime here. Mhe reason vV Part to helP " grow and Prgress. Whlch ,l 1 haven'? pinting out this glaring fault. h off; dlrectly discussed this problem with all of you als' but I feel confident that the progressive us to ed t0 guide your government, are just as My a fault as I am. F S1? are two-fold: , . i 0n one n?Uid urge every owner or operator of a busl-nthe busl-nthe front I Roosevelt's streets to assume responsibility n e fir J w ck of his own Place in keePing " clean' ond t g step would have been taken, onto'! W0uld encourage the city officials to name supervise and keep the streets cleaned, includ-(Continued includ-(Continued on back page) A, OUR EDITORIAL VIEWPOINT " " " (Continued from page one) ing the gutters. All of this will fail unl hauled away regularly, at least every othoj the dcV Most cities have an ordinance that m u or property owner responsible for keepinp tvf 8 bu,; off the sidewalk in front of his place Th 106 in like ordinance which makes them responsih? also S ing fire hazards in and around their propertv elitiiJ Let's all work toward making the Citv cleaner and more healthful place in which t i0iVeli do it without much effort, if we'll just rJ Ve ' W to the wheel and push along. pul w sho v E v h GOING DOWN Well, they are getting liquors on the air1 spite of the fact that questionnaires diected to"1"3 nw.in shown an overwhelming majority against it Th Pa'rnj H that have been happening on the railroads arp''Si happening on the airliners. e Eoing to |