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\ Paire Two THE CLINTON CHRONICLE ^Thursday^Najwabj^^JHMM r (Slinton (Hljrmurlf EsUblUbed 19*0 WILSON W. HARRIS, Editor and Publisher HARRY C. LAYTON, Assistant PUBLISHED EVERY THURSDAY BY THE CHRONICLE PUBLISHING COMPANY Subscription Rate (Payable in Advance) ... One Year $2.50, Six Months $1.50 under Act of Congress Entered as Second Class Mail Matter at the Post Office at Clinton, S. C. March 3, 1879 The Chronicle seeks the cooperation of its subscribers and readers—the publisher will st all times appreciate wise suggestions and kindly advice. The Chronicle will publish letters of general interest when they are not of a defamatory nature. Anonymous communications will not be noticed. This paper is not responsible for the views or opinions of its correspondents. Member: South Carolina Press Association, National Editorial Association National Advertising Representative: AMERICAN PRESS ASSOCIATION New York, Chicago, Detroit. Philadelphia CLINTON, S. C., THURSDAY, NOVEMBER 18, 1954 Welcome Commander Collins _The city will roll out the red carpet this afternoon and evening to welcome Nation al American Legion Commander Seaborn P. Collins now on a brief South Carolina tour with Clinton as one of the principal stops on his itinerary for tonight and breakfast Friday morning before he leaves early for Spartanburg, Rock Hill, Sumter, and Columbia. The ceremonies in honor of the disting uished guest will begin at five o'clock with a parade, followed with an address by the Commander, a dutch barbecue and open house in the evening at the American Le gion Memorial Home with the public in vited. Mr. Collins was unanimously elected National Commander of the American Le gion at the annual National convention held in Washington in September past. He has long been active in the work of this na tional organization and served in the late war as a pilot in the Air Transport Com mand, ferrying planes from the United States to the South Pacific and for one year he flew the “Hump” in the China- Burma-India Theatre of Operations. He is still a flyer and flies his Navio'n single engine plane to all National American Le gion conventions and meetings, and on per sonal business. His home is at Las Cruces, New Mexico, where he has been in the real estate, insurance, general contracting and lumber business. Commander Collins comes here upon the special invitation of Copeland-David- son Post with a royal welcome and recep tion arranged in his honor. His mother be fore marriage was Miss Rosa Hipp, a na tive of this county who received her educa tion at Thornwell orphanage and after her graduation was a member of its teaching staff. There-are numerous acquaintances here including the writer, who remember her most pleasantly. She makes her home also in Las Cruces. The distinguish ed visitor had requested a visit to the or phanage in his itinerary stops in this state because of his mother’s associations vears l ago. The coming today of Comander Collins will be history making since it will be the first time a National Legion Commander has visited Clinton. The latch-string will be on the outside with many legionnaires and guests from other parts of the state here for the ceremonies. A number of lo cal business firms in a special message in today’s paper unite in extending a hearty welcome to the top officer of this national organization. And so The Chronicle joins heartily in the welcome to Commander Collins. It is a distinct pleasure to welcome him and we trust his visit here will prove profitable and inspiring. A Big City Nuisance A lady just left the office complaining about the noise and nuisance of the army of numerous trucks that march up and down the business section of the town day and night. Something ought to be done by the city about this nuisance, she said, and that we have repeatedly said before, with many others voicing the same com plaint. This city, unlike many others, has refused to take any action by applying pressure upon the highway department to provide a by-pass. The Chamber of Com merce has and still remains dormant also on the problem, as well as the numerous organizations in the city. Clinton is a town, now an exception, that has made no concerted effort to get relief from this bad situation. Look at Lau rens, Greenville, Chester, Newberry, Rock Hill, Greenwood and 'scores of other cities who have gotten relief by re-routing of heavy truck traffic from the business streets. Here the enormous box-car trucks are allowed to take over Broad street under the maintenance of the state high- way system. As a result there is excessive noise day and night, an element of danger, and the continuous wearing out of the street and highway. Why this town will take it lying down without demanding and securing a by-pass is beyond us.. A Low-Down Political Trick In the heat of the recent senatorial campaign in this state between a commit tee-chosen candidate and a write-in candi date by the people, a number of false re ports and rumors were in the air. A Wash ington reporter for a New York state newspaper said he killed a scheme for “planting’' a false story in his paper unfa vorable to Strom Thurmond. The reporter said a Capitol Hill employee of Sen. Olin Johnston transmitted to him a supposedly “hot tip” that Thurmond would vote with the Republicans to organize the senate. The reporter sent the story to his paper but then checked with other persons fa miliar with the South Caralina race. When these persons assured him that Thurmond was running as a Democrat and had stated he would vote with the other Democrats to organize the senate, he rushed to a tele phone and killed the story. The newsman saic} he learned later that the opposition forces planned to use this fake story as advertising material at the last minute to back up their claim that Thurmond was an ally of the Republicans, an outright false hood as the people of this state knew. This paper does not say the story came from the office of a Senator Johnston em ployee. We quote the charge by the Wash ington reporter. But we do say that who ever instigated the untrue report that fortunately was caught and embarrassed the reporter was guilty of a dirty trick. It was an all-low in political trickery, maneuvering and dema goguery. Greens Defeat Whites In Bowl Game The Green team, consisting of boys from Whitmire, Joanna, Academy St. and Ly<Jia, defeated the White team, consisting Of boys from Florida St., Thornwell, and Laurens, 13-0, in a close game with the Green team show ing a strong offense and defense. The first touchdown for the Greens was scored by Kinard Littleton of Academy Street in the third quarter on a fifteen- yard run over left tackle, /ton- aid Corley of Lydia intercepted one of Jerry Sweet’s passes in tended for Heyward Nettles and ran it back 30 yards for a touch down. Besides these two runs Robert Taylor of Joanna and Jimmy Tidmarsh of Whitmire made sev eral long runs. Taylor ran es pecially hard and the White team ! had trouble each time he carried the ball. For the losing team, the Whites, the defensive play of Eu- IMS 1 KTRwn . NASHVH.ll TtNNfSSff ed, while each product would get double the present advertising al lotment. What About Stock Market Prices? I am continually asked why the stocks of some companies—like General Electric for’ instance, sell so much higher than stocks of some smaller electric companies which are not well known but may perhaps make a better prod uct. I do not know all the answers to this question, but this I do know: The price of the stock of almost all companies (Hershey is an exception) parallels closely the amount spent upon advertising. Not only do large advertising appropriations create more busi ness, more profits, but investors like to buy stocks of companies which they see advertising each week. This not only applies to the prosperity of individual com panies; but also to the prosperity of the nation as a whole. When national advertising falls off, bus iness falls off and unemployment increases. I forecast that the day may come when the government will subsidize advertising during a business depression. Whal About Merchandising? Not only will we see many more mergers amongst manufac turing concerns, l?qt the epidem ic will spread to retail stores. Independent Use Of The Ballot In the recent congressional races the people defied political prophets and voted for independence and stability rather than a party label politicians delight to ride. Both Democrats and Republicans captur- _ ^ ed important races, but there was no land-1 Drive down the business street slide on either side, there was no clear of any 5 lty a nd — wit h a critical mandate on policies, and in the long run it is good for the country that both parties are put on notice that in the next two years an alert and independent electorate will test the ability of those in office to govern wisely. There was a much larger vote cast than had been forecast. Had it been a presiden tial year millions more voters would have marched to the polls, there always being less interest in the traditional off-year. According to the Gallup Poll President Eisenhower was approved by 74 per cent of the voters three months after taking office, and was still approved by 70 per cent 18 months later. This is remarkable constancy. By comparison the Poll show ed President Truman was endorsed by 87 | per cent of those polled three months af ter taking over—but his popularity had sunk to 32 per cent at the end of. 18 months. There is no question that wheth- er*Republicans or Democrats the majority of the people do like Ike. He has brought confidence, dignity, and prestige to the of fice where it had been conspicuously ab sent in recent years. THE WORLDS MOST WIDELY USED DEVOTIONAL GU'DE Whalso*vM- I spMtk therefore, •▼•n as the F&ibar said unto me. So I speak. (John 12:50.).. Read John 2:44-50. Jesus looked upon Himself as a person through whom God, the Father, met human needs. He was gracious in His manner of meet ing the physical, material, spiritual, and social needs. He became for many in past centuries, and has become for us, the Christ through whom God heals the heart. In our doing of every task worthy of the name Christian, we are persons through whom God meets human needs. To be Christlike we are aware of the dual aspect of our tasks. We are interested in both the material and in the spiritual In our daily task and busi ness, we seek to be persons through whom God can bless people. We need to do this lovingly *nd humbly, so that daily we be per sons through whom God may touch the heart life of others and bring to them the fullness of life in Christ. « PRAYER Daar Lord, halp us today to ba Christlika in moating all typas of human naad. Only so will it Bacoma natural for us to say somathing through which Thou mayaai touch tha haarls of othars and so maat their soul naads. For Jesus* (aka. Amen. ., ( THOUGHT FOR THE DAY Until we become channels of God for meeting the needs of others, our task is not complete. C. W. Chappell (Belgian Congo) eye—notice the vast number of small retailers. Eighty per cent are barely making a living. When depression comes, the mortality rate amongst retailers could be great. Therefore, 1 urge retailers to consider mergers. This especial ly applies to shops which carry the same items and are near one 1 another. Retailers who have no free parking nearby will be the first to merge Bankers reading this column could be vey helpful in bringing these needed mer gers about. One closing thought: Read your Bible — Proverbs, Chapter 16, Verse 18. This gives the cause of most business fail ures. gene Humphrey and Marvin Gla- sure was outstanding. Eugene recovered five fumbles, three by the Green team and two by his team the Whites. Heyward Net tles caught several nice passes from Jerry Sweet, White team quarterback. Last Thursday afternoon .the Midget Queen parade was held. The following schools had a queen in the parade: Whitmire, Joanna, Florida St., Thornwell, Academy St., Lydia, Lydia Kin dergarten, Laurens, and Garling- ton. The following bands took part in the parade: Presbyterian College, Clinton and Laurens high schools. The Whitmire band came over and played before and at halftime of the Bowl game. Everyone enjoyed the Whitmire band during the halftime exhibi tion. The Clinton Recreation Com mission, which sponsors the Mid get football program, wants to than kail those who had any part in making the football season and Bowl game a success. Also those who contributed financially to the Bowl game, it said. FLOOR SLEEPERS To lay a hardwood floor over sleepers on a concrete slab it is necessary to place the sleepers only 12 inches apart on centers Thurmond Vote Given As 118,596, Brown 73,334 Columbia, Nov. 16—U. S. Rep. William Jennings Bryan Dom, Democratic incumbent, Monday was officially declared re-elected in the Third District. The report was 30,790 votes for Dom to 199 for his Republican opponent ,C M. Smith of Wal- halla. The State Board of Canvassers, meeting almost daily since Nov. 9, reported returns still unreport ed from five of the state’s 46 counties. Previously, U. S. Reps. Robert T. Ashmore of the 4th District, and John T. Riley of the 2nd, both Democrats with Republican opponents, were declared elected by similar overwhelming votes. The vote in the U. S. Senate race now stands at 118,596 for the winner, write-in candidate Strom Thurmond, and 73,334 for Pemocratic Candidate Edgar A Brown. Approval for a proposed con stitutional amendment to erase a 5-cents-a-mile ceiling on legisla tors’ mileage allowance leads by 2,000 votes in 100,000. Also as sured of approval is another amendment to drop the anti dueling portion of the state oath of office. More than a score of names other than those of announced write-in candidates have shown up as getting write-in votes for various state or district posts. Thurmond even got three votes for Dorn’s seat in Congress. Thurmond and Marcus A. Stone of Aiken and Florence, were the only announced write-in candi dates in a statewide race. ^ Stone has 230 votes in the in complete tabulation. SAY— "I Saw It In THE CHRONICLE" COOKIE SHORTCAKE One for the cookie eaters— Cookie shortcake. For each serv ing, alternate two scoops at va nilla or peppermint ice cream be tween three layers of shortbread cookies beginning with the cook ie. Over all pour 1-4 cup of chocolate sauce or crushed fruit, either fresh or canned- SWEET AND SOUR Have you ever tried pouring honey over the lemon sherbert you serve for a luncheon dessert? It’s guaranteed to cause com ment. Complete Una. aU tha little it For The Office IF YOU DONT READ THE CHRONICLE YOU DONT GET THE NEWS CHRONICLE PUB. CO. unless a subfloor is used. The usual spacing of 16 inches on cen ters is acceptable with a sub-floor. Going Out of Business EVERYTHING PRICED TO SELL $3.49 Wool Now , $2.59 yd. $1.19 FaiUe 79c Gabardine $1.19 Corduroy 79c $1.39 Cord Suiting: Now 89c Bur. Mills Suiting^ ft Price 79c Dan River Gingham and.Caambrays 59c $1.29 Bengaline Now - '....98c 59c Brocloth 49c 79c Taffetas 59c and 98c Nylon Net - Reg. $1.39 Yd. Shantung 98c Reg. $1.79 Pure Silk Prints Now 98c Winter Denim .....59c Reg. 59c Denim i. 89c Outing 29c Flannel 59c yd. Drapery Fabrics Yi Price Sateen Now 49c ALL LACES, Trimmings, Ribbons, Skirt Facings, Sh. Pads, Zippers, Eyelets and BUTTONS Reduced. BUTTERICK PATTERNS Reduced- One Table Crepes Yt Price Thread and Bias Tape 3 for 25c Crochet Straws 25c Was _...59c EVERYTHING IN STORE ON SALE Remnants 39c and 50c each Moore’s Dress Shop E. PITTS ST. CLINTON BABSON . . . Discusses Advertising And Mergers ***#*>»«<»»*«« By ROGER W. BABSON Babson Park, Mass , Nov. 18—There are several reasons for the present epidemic of mergers. In some cases, taxes are the chief consideration; in other cases they are to reduce costs; and often the cause is to secure additional financing. Importance of Advertising But one very potent cause is to be able to af ford more advertising, which—in this very com petitive area—is the life of trade. To understand what I mean, let me remind readers that a full- page advertisement of television sets ‘in this or any other newspaper would be the same price to the great Radio Corporation of America as to some new small company which might be manufactur ing a better TV set. In the case of a 2-page color spread in LIFE MAGAZINE the price will be ap proximately $50,000 for one week. This is a drop in the bucket to RCA, but it is a cost which small companies cannot meet. This is a problem not only to the small com pany, but also to a medium-sized company with several products to advertise. Successful adver tising depends upon continuous advertising. With one product this is far more practical, more effic ient, and much less expensive. Let me illustrate by referring to two good but competitive candy products. Lift Savers vs Necco The Life Savers Corporation has pactically on ly one product, with which every reader is ac quainted and for which the company appropriates annually about $1,000,000 for advertising. The New England Confectionery company (trade name Necco) has 20 different products. This means that if Necco could appropriate $1,000,000 for adver tising, this would need to be divided by 20 prod ucts. No one of the products might get enough advertising to enable it to be profitable. In fact, by one law of advertising, each product would get only l-30th of the result instead of l-20th. This can! be remedied only by a reduction in the num ber of items, or by a consolidation with other candy manufacturers. Of course. Life Savers would not consider such a consolidation. A merger would have to be with a candy company having similar competitive dif ficulties but duplicate manufacturing facilities, Then, two competitive products could be mar keted under a joint name—without any loss of good will. The machines which were the most efficient would be used for manufacturing the products—-working on two or three shifts of la bor. Operating expenses would be, greatly reduc- / v . ‘ WHAT? Take TV with us? OF COURSS! You can If it’s a screen 245 sq. in. $17095 I ■ M MOOR m m ^ 2i60 8/6/71™ 152 sq. in. ’149® MODEL 17S0 New kind of TV! S»aiid-v» tiMiins! ALL controls on top. S •orpeou. Decor colorti Match any interior'decorating scheme. Now kind of picture! From front, set is ALL picturc-beautifully de fined from edge to edge of entire screen. Compact! Portable! Lightest, most compact set built. Fits most any. ' where. Readily carried room to room. Stows easily into auto lug- fa Sc compartment. TtBMS, of course f Quick delivery if you HURRY! Morrison Furniture Co. E. Mala at Mosgrove Phone 425 You Always Save At • • • Murray Garber’s Big Savings on All Wool Ladies' Shortie COATS * .U‘ 1 and TOPPERS Specially Priced At Only- 3712 PIC34 M.P. V e Poodles e Zibalines ' Whites and Pastels Regular Values up to $30.00 e Suedes V e Cashmeres ~ Sizes 7 to 15 -10 to 20