Advertising Proved
Aid To Salmon
Industry
Outstanding as a demonstration
of the value of a systematic ad
vertising campaign is the exper
ience of the Canned Salmon In
dustry of Alaska.
After an initial period of nat
tionwide advertising, exploiting
the virtues of salmon as a food,
and urging greater consumption.
t'ne: organization found that its
stocks left on hand at the end of
each season are vastly lower than
ever before.
Result is that the Industry has
decided on a continued intensive
advertising campaign for three
years more.
Norton W. Mogge, Seattle rep
resentative of the J. Walter
Thomspson Company, the public
ity agency handling the publicity,
gives a summary of the situation
that is convincing to everyone in
terested in advertising to every
one interested in advertising as
well as in the great Alaskan sal
mon industry.
The average annual carryover
of all species for the five years
preceding the start of the adver
tising campaign was 1.057,000
cases,” said Mr. Mogge. “The
carryover on July 1, 1936, after
six months of consumer advertis
ing, was 868.000 cases. This year
it was only 199,000 cases, in spite
of the fact that last year’s pack
was by far the largest in history.
“The industry’s sales accom
plshment is especially remark
able when we remember that for
nearly three months we were not
able to ship canned salmon east
by water, and throughout nearly
all that time rail car movement
out of Seattle was also impossible.
“Last faill, under the influence
of the tremendous supply, prices
opened rather low. Neither the
industry or customers realized
the selling power of advertising,
and the industry lost a good deal
of money through under-estimat
ing this force. But through the
year, as salmon consumption has
been increasing, the price level
has been working up. This would
not have happened if advertising
had not moved a tremendous
quantity of salmon and practical
ly eliminated our surplus. The
leimination of surplus and the
constructive influence on price
has given packers a chance to
make a profitable showing this
year in spite of the large increase
in cost of production.”
Stressing the need for continu
ing the ampaign. Mr. Mogge said
“The need for advertising is
greater this year than in the past
two years because trade and con
sumers will exert a greater in
sistence to the higher price levels
MANHATTAN STREAMLINES COMMUTING to Staten Island with three ultra
modern oil-burning (erryboats, costing almost three million dollars, which will be placed in service
b.v next spring. Here’s an artist’s conception of how the boats will appear in New York harbor. Safety
features will include aluminum hurricane decks and pilot house, all-steel non-slip decks, more life
boats and chromium plated mouldings.
this season. A successful adver
tising formula has been used dur
ing the past two seasons. There
can be no question about the val
ue and success of the Canned Sal
mon Industry advertising and
merchandising program during
this time. The only safe policy
for the salmon industry in the
future is to recognize the need of
keeping everlastingly at the job
of building consumer demand for
all species of American canned
salmon.
UNEMPLOYMENT COMPENSA
TION COMMISSION OF
ALASKA
Rule 1. Cash Value of Certain
Remunerations.
The Commission prescribes that:
(A) Board, lodg.ng or any other
payment in kind received by a
worker from his employing unit
in addition to or in lieu of (rath
er than as a deduction from)
money wages shall be deemed to
be remuneration payable by his
employing unit.
(B) The Commission shall de
termine or approve the cash val
ue of such payments in kind, and
such ash value shall be used in
determining the wages payable
to such worker and in comput
ing contributions due under the
law.
(C) Where a money value for
board or lodging or both furnish
ed a worker is agreed upon in a
contract for hire, the amount so
ageed upon shall, if more than
the rates specially determined
by the Commission or the rates
prescribed herein, be deemed the
cash value of such board and
lodging. Until and unless in a
given case a rate for board or
1 >dging is determined by the Com.
mission, board or lodging furnish
. d in addition to money wages
shall be deemed to have not less
than the following values:
Full board and room weekly $8.00
Meals, per week 6.00
per day -90
Lodging, per week 2 00
per day -30
WALKING TOWARD PEACE at the nine-power par
ley in Brussels was Norman Davis (left) .heading the United States
delegation. He is shown here with Hugh Gibson, American mimsier
to Belgium, as thev called on M. Spaak, Belgian minister of foreign
affairs, during far-east discussions.
Cattlemen To
Use Modern
Aids Industry
j
(Continued From Pape Two)
instrument of the present “elec
tric eye" type, which casts a
b am from a sender to a receiv
er, which would send an alarm
when the beam was broken. Any
one passing through an entrance
to a range would break the
beam.
A charged fence is even more
practical, Davis beli.ves. If the
wire were cut, the circuit would
be broken and an alarm would
sound at the ranch house, which
might be a mile or two away.
Radios now are being used by
peace officers to warn authorities
of adjoining counties when thire
has been a cattle raid.
Lewis Says President Roosevelt
Lacks Good Aides
WASHINGTON. D. C.. Nov. 29
—‘ President Roosevelt’s adminis
tration has declined in prestige
because of the lack of competent
co-ordination inn manpower,” J.
L. Lewis, chairman of the Com
mittee for Industrial Organiza
tion, deelar d today when he was
interviewed by Mrs. Eleanor Pat
terson, publisher of the Washing
ton Herald-Times. The interview
is printed in a copyrighted article
in that newspaper.
Lewis assert, d that while he
was a critic of the Roosevelt Ad
ministration, he was also an ad
mirer of the President’s aims and
deals. The labor leader added:
“If he is going to ceneralize
power and co-ordinate govern
ment. he cannot escape adminis
trative responsibility. Too much
time is given to balancing politi
cal personalities and not enough
to applying the seat of the pants
to the seat of a chair.”
UP FROM THE ASHES of several poor seasons, Notre
Dame appears to have risen this year with a good team. Chief passing
threat is six foot, 180-pound Jack McCarthy, left halfback, whose
aerial accuracy has spelled the downfall of many a powerful oppo
nent as mid-season arrived.
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I ments.
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PHYLLIS’ BEAUTY SALON j
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