!®S? ^BUSINESS!!
I
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ADVERTISING ... as well as
most other forms of business en
terprise, must undergo a radical
change during these wartimes! It
does not occur to me to be in the
least far-fetched to assume that
the advertising profession will e
merge as the leader in the new
business reforms that must nec
essarily be worked out to fit the
tempo of the times. Advertising
is always a leader in the business
world . . . it’s a safe bet it will
find a place in the new world of
tomorrow . . . few of us in the
profession are worried on that
score. While it is true there is
little need of advertising new au
tomombiles when their production
has been so drastically curtailed
. . . that it would not be good
business for a tire manufacturer
to advertise his wares when he is
restricted by law from selling
them . . . while undoubtedly these
restrictions will grow in propor
tion as our war efforts increase
. . . there is little doubt that ad
vertising will find a place in the
American business structure. It
always has ... it always will . . .
it is the American Way of Life!
* * * * * *
A NEW PHASE of advertising
is evidenced in this week’s issue
of the Herald in the large display
advertisement of the Great Atlan
tic & Pacific Tea Company. It
has long been the policy of this
company to state its position on
important public issues in the pub
lic forum provided by newspaper
advertising, and the public rela
tions statement of A&P carried
in this issue of the Herald appears
in more than three thousand other
newspapers over the country. I
am calling their statement to your
attention because it is more than
simply an expression of a point of
view — it is a working program
designed to help achieve the ob
jective to which the statement
pledges the Great Atlantic & Paci
fic Tea Company. This objective
is to help in the prevention' of any
unwarranted price spiral in the
cost of food.
Obviously, no retail merchant
can control the wholesale price of
food, or any other commodity. All
retailers can, however, work to
reduce the retail margin to a min
imum by increasing their efficien
cy and by avoiding speculative
purchases. With regard to this
last, and perhaps most impor
tant, point, successful action re
quires the full cooperation of con
sumers, for consumer hoarding
puts an undue strain on retailers’
inventories and consequently on
the entire retail price structure.
! ******
i THE BOYS IN UNIFORM are
certainly the “heroes of the day”
so far as most of us are concern
ed, and I would say rightfully so!
E had occasion to make a business
trip to Durham last week-end. I
invariably stay at the Malbourne
Hotel there. As I walked up to
the desk to register there were
five men in uniform who had
just been assigned rooms. It is
my impression the clerk had in
formed them the tariff for the
accommodations agreed upon
would be $1.25 per person. Having
10 baggage, the soldiers were pre
paring to pay off. At this junc
ture E. I. Bugg, owner and man
ager of the hotel, stepped over to
lie clerk and informed him the
loldiers money was counterfeit.
Cuming to the boys he explained
le wanted them to be his guests
or the evening; that the hotel had
ome 15 or so extra rooms which
le hoped would be filled with sol
ders as his guests that night If
he word got around, there is tit
le doubt but what Mr. Bugg was
'rivileged to entertain 15 more
ellows in uniform. I went up on
he same elevator with the soldiers
|nd they were having some little
ieoussion about southern hospital
$ \
IT *
it k '
ity . . . they were obviously from
the North ... at any rate, I didn’t
mind paying my bill so much the
next day.
* * * * * *
OPINIONS are often-times dan
gerous (when voiced too freely)
particularly on controversial is
sues. Your opinion, or that of Joe
Doakes, is just as good as mine
(perhaps better) the only differ
ence is that the Herald happens to
print mine (and they’ll do the same
for you if you sign your name and
address) . . . but, among other
things, it is my opinion that the
new parking ordinance has given
scores of out-of-town shoppers a
chance to park and shop in Roa
noke Rapids this year . . . that the
situation has been well and intel
ligently handled by the police
force, and that it has worked very
little hardship on anyone . . . it is
also my opinion that we will see
an even bigger improvement in
Liaii.lV/ wuvuviviio tvucil iuc oiguai
lights are installed . . . it’s strictly
a matter of opinion also, but it is
mine that the practice of Roanoke
Rapids civic clubs and organiza
tions taking over the needy fami
lies at Christmas-time works out
to a better advantage than their
being taken care of by individuals.
So often families apply for aid at
this season of the year who are
not honestly entitled to it, and by
the efficient handling and investi
gation by the clubs, the worthi
ness of the applicants may be
thoroughly checked upon. Then
too . . . there are no doubt a lot
of really destitute families thor
oughly deserving of aid whose
pride would prevent their apply
ing for aid to the general public.
And, while on the subject of voic
ing opinions, I believe few people
will disagree when I say that
those who seem to derive a cer
tain satisfaction out of shooting
fireworks (I have reference, of
course, to noisy fire-crackers,
bombs and torpedoes) at this sea
son of the year were looked upon
with greater disdain this Christ
mas than ever before ... In fair
I
ness, however, I believe that less
of it occurred this Christmas than
any other in my memory. It has
always been a mystery to me why
anyone would elect to celebrate or
observe Christmas, of all holidays,
with noisy fireworks. A Roman
Candle or two ... a few sparklers
for the kiddies may be okay . . .
but throwing firecrackers under
the feet of passersby is hardly my
conception of an appropriate ob
servance of the birthday of The
Prince of Peace, and is far from
exemplifying the spirit of “Peace
On Earth—Good Will To Man!”
Perhaps the next Yuletide season
will see the custom so thoroughly
frowned upon that it will disappear
entirely, and we will save that bit
of powder to help us “Ax the
Axis!”
• ******
C. D. WILLIAMS, local sports
man, recently shot a goose at
Swans Quarter, and found that it
had been “banded” by the famous
Jack Miner’s Bird Sanctuary at
Kingsville, Ontario, Canada. A
friend accompanying Mr. Wil
liams on the trip returned the
band to Miner, and last week
Williams received a letter of ac
knowledgment from Miner thank
ing him for reporting the bird.
Miner is said to be the pioneer
bird bander on the continent. He
tagged his first bird which was a
duck at his bird sanctuary at
Kingsville in August, 1909, and it
was reported shot by Dr. W. E.
Bray, of Anderson, South Carolina,
in January 1910. His object in
banding birds is to study their
exact migration route. To learn
how long they live. To learn how
far they travel. All such informa
tion is valuable to the country
from an educational and scientific
standpoint*
Scotland Neck
Negro Dies
Of Injuries
Fletcher Hedgepeth, 56-year-old
Negro of Scotland Neck, died on
Tuesday afternoon of last week
from injuries he received when
he was caught in a machinery
shaft at Phillips Milling Company.
Hedgepeth was fatally hurt the
day before his death, and taken
to a Tarboro hospital.
According to witnesses at the
mill, Hedgepeth’s sleeve apparent
ly was caught in the shaft while
he was working.
His efforts to free himself were
fruitless, and he was dragged intc
i
the machinery. Before he could
be freed, his arm was torn off
and he was badly injured.
Ends Training
Ptv. Woodrow Wright, who prior
to his induction into the army sev
eral weeks ago lived at Route 1,
Roanoke Rapids, has completed
I _“
his basic training at the Cavalry
Replacement Training Center, Fort
Riley, Kansas.
Pvt. Wright will now take his
place in one of the U. S. Army
Units.
Rudolph Williams, Geo. Hayes,
Nick Long and Charles Davis have
arrived from Carolina to spend
the holidays.
~ I
OUR WISH FOR YOU
...more sunny hours
...more joy and gladness
... more peace of spirit
... more true friendships
... more opportunities
...more health and happiness
...new joy in living
W.C.
■<o r k , * _
Funeral Director
Roanoke Rapids, N. C.
TO EVERY PATRON AND FRIEND WE SAY HAPPY
NEW YEAR, AND WE SAY IT WITH ALL THE HEARTI
NESS AT OUR COMMAND.
WHATEVER SUCCESS WE HAVE ENJOYED DURING
1941 HAS BEEN OF YOUR MAKING. WITH THAT
THOUGHT IN MIND WE PLEDGE RENEWED EN
DEAVORS AND DETERMINATION TO SERVE YOU
STILL BETTER DURING THE YEAR AHEAD.
WHITE
MOTORS, INC.
FORD — MERCURY — LINCOLN-ZEPHYR
Roanoke Rapids, N. C.
THE "EASY WAY"
for you to
Have Plenty
of Money
Next Year -
is for you to —
Join Our Xmas Club!
IT’S wise to deposit
§mall weekly amounts
in our Christmas Club,
from now until next
] year — for Christmas
gift money. It’s th'e
only way not to feel There’s still plenty of
“pinched” when gift time to get in 091 our
buying — it’s the mo- 1942 Club j j
iern way — join today! Ask Us For Details!
Denominations
as low as —
7- • : i -’■•v- • > * ** - -in o
CITIZENS
f" ■ -t t '■ ^ —• -• •y* ■ >
BANK & TRUST CO.
! • _ T * • ■ • -\ I - ; •
Member Federal Deposit Insurance Corporation