PAGE EIGHT
1954 Seen As Best Year
(Cantlnaed From Pace One)
and that 1954 will see the downturn running its course”.
And while one big dty paper, in reporting the President’s
.tAlk to the nation of Monday evening, January 4, was say
ing "Eisenhower Vows all Federal Help for Prosperity”;
rthe opposite paper in even bigger headlines was
blaring “Eisenhower Pledges All Steps to Avert Recession.”
These are just a few of the negative forecasts and the
medications that have colored the thinking of the nation
In the recent past. The word “recession” has undoubtedly
.“been spoken and has appeared in print millions of times
in the last few weeks. And the number of “whispering”
campaigns that are taking place and the “gloom and
the doom” that are being spilled in many quarters, defy
both faith and reason.
HONEST RESEARCH
Not for one minute is there the slightest implication
that these forecasts and predictions represent anything
but honest and studied research. The fact remains that the
negative factors have received a better press, and have
Been more highly publicized, than the positive factors.
Is it not time to put forward the other side of the
picture, to turn the coin over, so to speak? Is it not time
to “accentuate the positives” especially when these
positives are more thrilling and more dynamic than at
any period in our whole history?
Is it not time to apply psychology against the possi
bility of what could well result in a psycho-recession?
Without minimizing any economic factors in the least,
how we think and plan and act within the next 3 or 4
months can be vitally important to the welfare of this
Whole nation.
As we look to the future of this country tomorrow,
next week, next year practically all of America’s socio
logists, economists, scientists, and statisticians agree that
w* on the positive side —two great forces, two great pres
sures, are building up which can have a powerful im
pact on our economy, and on our people.
; Strangely enough, these powerful, positive forces are
not, for the most part, new forces. In and of themselves,
they are not even news any more. They are taking place
so clearly, so unmistakenly, and so significantly right be
fore our very eyes that the obvious has become almost in
visable and people fail to evaluate what is really going on.
Yet, in the aggregate, these shifts in the American
scene when compounded together, represent an impact
so great that they have been properly referred to as the
American explosion.
..... What are these shifts in the American scene? They
take two forms. First, a great variety of CHANGES are
jadcing place in the United States today. . .and at a faster
rate than ever before in our history. Second, this country
today faces certain major NEEDS that can greatly ex
pand our economy.
These two forces together, the changes taking place,
and the needs before us, can result in a substantial, long
time, up-grading of everybody’s standard of living.
THE CHANGES
First, let’s look at the changes—
CHANGE NO. 1— Our Population is increasing and
at an astounding pee. Total birth in 1953. . .approximate
ly four million, the highest annual figure ever recorded.
By 1960 our population will be close to 180 million. Every
day nearly 11,000 babies are* bom. Each month we add
to our ppulation more than an Omaha, Nebraska; a Nor
folk, Virginia; or a Toledo, Ohio.
CHANGE NO. 2 We have more new families. Os
®e estimated 37 million married couples, living together
m 1953 over half were married within the last thirteen
years. A larger proportion of our adult population is
murHxl than ever before, and they marry younger.
CHANGE NO. 3 We’re raising bigger families. Not
OQly are more people getting married, they’ve been having
S»ore children. In 1953, births of second children were
lt%. greater than in 1940; births of third children 86%'
greater; fourth children, 617 c greater, and fifth children
Da ° re /4^* a K reater ' i
CHANGE NO. 4 Our people are living longer. By
*B6O our population over 65 years old will number fif
jr He® a million people. That’s a millioin more than
the entire population of Canada. Today, old people are
more active-travel more, and have more money to spend.
CHANGE NO. 5 We have more jobs. Total employ
»Mit, including agriculture, in September 1953, was 62,-
r 506,000. Non-agricultural employment was 332,000 higher
a»nJn 1952, and . . . TWENTY MILLION higher than
; t&e 1939 average.
NO. 6 We’re earning more money. Nine
| gg*® more Americans were in the $5,000 plus income brac
r’JMffiSl 1852 than in 1941. Many more have moved up to the
i SrS®. P^ ll3 bracket. In 1941, the average middle income
; mttuly earned $1,460. In 1952 this figure had climbed to
[ Discretionary spending power of the mass of the
wOtttion is now over FIVE TIMES as great as in 1940,
* fter discounting for inflation, this will buy more
f; Him twice as much.
! pNANGE NO. 7 Our farms have become mecha
f “H® *“ e y have better methods and are far more
W® l - Although our population has had a net shift of
; away fror " the farms since 1940, there
M* been 52% increase of farm output per man-hour, re-
S Wring In higher living standards for both farm and
[' CHANGE NO. 8— We have more school graduates,
i !!i'i“ 30re “J o* ll adult population than in 1940. Our 1953
fiAhSh^cho^ 16111 totalle<i 32 - 796 >°00 including 7,266,000
|; CHANGE Na 9We have more students in college.
isaucauon nas become a much more important factor in
l JSf „ n f° r J?o°d jobs and advancement. Although
mm registration was reached under the G I
[ » y ’ s en f° l .l ment of 2,377,000 represents
pWEjPgreaa 6 of 55% over 1940.
! T P ®2E le are saving more and bor
fSFA savings rose from $68.5 billion in
fffia knit DUI , 1952 Consumer debt in 1940 was
savings. In 1952 it was
jess tnan a third of savings. The ownership
rose from slll billion to $276 billion in
America is going suburban. From
i - imrrTiiT in - ~ moving to the suburbs at an
i Uur , ies are decentralizing so rapidly
irsarUi uT_ j*Ti„ S!f. h ? U!tropoll^an areas 72 % of their
VO areas between 1940 and 1950.
' l4 we re making great technological
K^? y i. m perc f tl ? e work done m the United
’ , £rr y T ”J a “ ual ; 95 w don e by machinery and
f^KT.“i? o ?L Powtf under the hood of a car today
CHANGE 1 " 3 m thC aVCra ? e factory ot im -
market. We’rc drinking 18% more milk and cream per
i person, 33% more eggs, 5%> more meat, fish and poultry
than before the war. In the same period our consumption
Os frozen fruits and juices has gorie up by better than
2,000%. /
CHANGE NO. 14 We have more leisure time and
more travel time.,More than half of our families take at
least 10 day annual trips. Last year, a million of us went
abroad, not including servicemen. Approximately forty
million of us get paid vacations. Some 11 million of us
have home workshops. Compared with 19440, we spent
. -140% more for sports equipment -and toys; 129% more
for flowers and seeds; 263% more for radios, musical in
’ struments, phonographs and TV sets.
CHANGE NO. 15 Our horizons have broadened.
We are becoming a better informed, better integrated peo
ple through the use of mass communication techniques.
Compared with ten years ago, we’re spending 76 %> for
newspapers and magazines. By the end of 1953, 27,000,000
homes will have television sets, almost all homes radios.
CHANGE NO. 16 We have experienced important
cultural progress. In 1952 we published 11,000 different
books. In 1950 we spent 85% more for legitimate theatre
and opera thon in 1940. In twenty-five years, the number
of our museums has increased from 600 to roughly 2,500.
Last year we bought sixty million dollars Worth of classi
cal records. Three times as many concerts are given in the
United States as in all the rest of the world combined.
CHANGE NO. 17 There is great renewal of spiritual
interest. Since 1940, our membership in religious congre
gations has increased at twice the rate of our population
growth. We’ve added 22 million new church members,
40,000 active clergymen, thousands of new places of wor
ship. We published more Bibles between 1940 and 1950
than in the previous forty years. We also developed vast
new audiences for radio and television religious programs.
Our material progress achieves still even greater
significance in relation to this great renewal of spiritual
interest.
In addition to all of these basic changes in America,
we have entered the amazing Atomic Age, a realm of new
understanding of the physical substances which compose
our universe. The changes which this tremendous fact will
bring about defy prediction.
' And we have said nothing about the miracle? of the
Age of Speed . . . symbolized by jet propelled aircraft. . .
faster than sound flying. . .the Age of Medicine, with its
new techniques of surgery, new advances in biochemistry
and internal medicines, and the neW drugs, such as the
antiboitics . .the Age of Electronics, with our guided
missiles, radar, calculators, and electronic brains. The
list of these accomplishments could go on and on. Some
of the new developments are so fantastic as to seem almost
unreal, even though they’re happening right before our
very eyes.
Changing? Yes, America is changing, and fast! No
body can dispute it. These are not whims or fancies. These
are facts, .actual events taking place before our very
eyes. . .so clearly and so unbelievably that we can scarcely
appreciate their implications. But these changes do have
implications. They produce needs which grow more com*
pelling, every day. Let’s lot* at some of the most pressing
needs which confront our economy.
NEED NO. 1— Our school facilities ought to be
almost doubled in the next few years. In America today
there are almost 70% more children under five years of
age than we had in 1940. And here I might say that The
Advertising Council campaign has increased public a
wareness of the inadequate School facilities and the grow
shortage of teachers. „. .
NEED NO. 2 We need .more highways and better
highways. In fact, we should completely remodel our entile
highway system within the next few years. Today’s roads
are carrying almost 55 million vehicles, 72%. more than
in 1940. The pressure for action to relie this congestion
has become intense. > ■ ■ TV
NEED NO. 3. We piust rebuild or remodel the great
majority of our dwellings; 67% of our homes are now over
twenty years old; 50% of our homes are over thirty years
old. Since 1950, we have built three million new- homes,
but our population has’increased by 9 million. This has
forced the widescale rebuilding or remodeling of existing
homes. Tied closely to this pressing need is .«• -,T ,
NEED NO 4 We must rebuild many of our cities.'
Entire sections of ovr cities need modernizing. For’ex
ample. ~ .some authorities say that slums are the cities'
number one problem. Cites such as Pittsburgh and Los
Angeles have already taken positive steps toward large
scale renovation. ...
NEED NO. 5 We need to expand our-entire voluntry
hospital system. The increase in civilian hnapitai beds
has fallen steadily behind our growth in population. There
are still more than four million people in 41 states without
adequate hospital facilities. We need more doctors and
nurses to handle the increased patient load. We Used to go
to the hospital “to die”. Today we use. our hospitals pri
marily to “live", to prolong life.
NEED NO. 6 We must modernise much of industry.
Because of new industrial needs and developments, we
face a continuous need for plant modernization and for
the replacement of industrial equipment which has be
come obsolete, outmoded; or inadequate. Here are
of industry’s own facts and figures on mMhiwi replace
ment needs. . .Materials handling equipment and pro
cesses . 28% needs replacing, Production equipment and
manufacturing processes. . .28%. Machining equipment
NEED NO. 7 We need to increase our output of
electrical energy tfy 250%! With the expected growth of
this country, the electricity demand around 1975 would
be for 1400 billion kilowatt hours compared with the gene
ration of 389 billion kilowatt hours in 1990. Arid the coun
try has the natural resources to support a rise in
electric energy of this magnitude.
To meet just these obvious needs briefly outlined here,
we have the opportunity to provide over 500 billion dollars
worth of goods and services at today's prices. This is how
way B Ho ' * 4O - b^f on doUara High*
Durable equipment and non-residental construction
S3OO billion dollars. ’
Add them up, and we get SSOO billion dollars in th»#f
fields alone, which do not include many other major fioiAy
such as electric power, farm equtoment, etc.
oirrnjT growing >
U. S. output of goods and services in 1948 whs 246 7
billion dollars. Leading economists But hr 1960
this figure will rise to at least 419 billion dollars, Jn terms
of present prices. This is a conservative figure, arid many
economists ot SSO billon ctollars J
Jreeaom , prepared lay the President's Materials Policy
t: ‘7%:-r
,v.y . '•-v' <•
Tgl DAH Y fIBCORP, DUNN, N. 0.
expected to rise over the IVSO consumption by these a
mounts.
Ajl raw materials except gold, . . 53%. Agricultural
materiad*, 39%. Forest products, 17%. Iron and Ferro- al
layii, 75 %. C0ba1t,344%. Chromium, 100%, Copper, 443%.
Lead, 53%. Magnesium, 1845%. Bauxite, from which a
luminum is obtained, 219%: Titanium and Cadium, 324%.
Coal, 54%. Petroleum and natural gasoline, 109%. Natural
gas, 142%. And phosphate rock and potash, 150%.
These sweeping changes, these tremendous needs, these
vast potentials or the future, add up to greater opportuni
ties for practically every person in America today. The big
question. . .Can this oppotunity be made believable and
real to our people,
It can be if we measure the potential miracles of the
futuife with the proven accomplishments of the past;
R cast be if we keep our sights raised and realize our
j jut’s take the automotive Industry as just one exam
ple. By 1904, some leading financiers in this country were
' warning that the automotive industry was over-expanding
“ and facing bankruptcy. In that year, we produced 23,000
l vehicles. Today, we turn out that many easily in a day. In
' 1908, an investment house refused to finance a merger of
two Well-known automotive manufactures. Why? Because
• they felt the industry had already saturated their market.
‘ What prophets of little faith! As it developed, the automo
' five industry turned out 65,000 units that year, a 3 1-2 day
accomplishment today. In one month' of 1952, we turned
l Out over 9 1-2 times as many units as the entire “satur-,
- ated” market of 1908.
i How little, in every stage of our development, we have
. learned to appreciate our own power our great po
tentials.
' This is the story of America of 1954 the positive
• story. We feel it needs to be shouted from the housetops.
• For everybody’s good, it needs to be heard in every nook
■ and owner in America. It holds challenge, faith ana above
l all, HOPE. It is a real story. It is factual, recognizable,
believable. It deals entirely with the positive (at a time
, when there is too much negative and unimaginative
thinking. It talks about the future (few subjects interest
W excite people more). It will appeal to everybody every
. group, every class.
All,of this adds up to iust one thing. Another Modem
MiCicle is taking place in, America. Another Big Chaneeris
happening right here and now.
We of the Joint Committee (made up from the As
sociation of National Advertisers and the American As
sociation of Advertising Agencies) feel that it is of the
utmost mportance to tell this story to every man and wo
man in American.
_ therefore, request the Advertising Council to con
sider this as one of its major campaigns of 1954.
CITED FOR 15-YEAR POUO FIGHT
. MvsWent of the National foundation tor lntantiia
.CmmfetoMAwn.il> New York receiving a 15-year service pin from
JiMnea Wrtouni. 18, one ot the ftrat patients aided by the March ot
/teaching out to feel this sward ts Martin Kocivar, ot Jamaica,
the *n°st recent patients aided by the foundation. O’Connor has
orgsitotioo since it wss founded in X93S. ( International )
HANE BOUNCES TO SAFE LANDING
MONDAY AFTERNOON JANUARY 25, 1954
IS
iHESfc PHOI OS were made t>y Kirhard Kldcn a lunmi St Northwestern
University during a situti-mile tool through Hussla with six other
col leg* editors At top. thiee editor* uose with tin ineltiesl girl they
saw a student at the University ul KhatKov the men (t.to r.) are
George Shukei Northwestern University David Harney. KeedColleget
and William f Ives. Knox t oUege At bottom pious worshuifrs kneel
and pray in Svetytskhuvelv Church, built tn the eleventh century to
the Georgian village of Mlskheta M»fertiolion«l Krclutivu)
CLEARED IN LANDLADY'S DEATH
liil
IMPRISONED FOR THREE YEARS, Emma Jo Johnson, 32, U shown with
Art Bernard, warden of the Nevada State Prison, Carton City, after
aha was cleared of a murder conviction and given a parole. The parole
board accepted medical opinion that Mrs. Jane Jones, 72, of Las Vegas,
died of a brain tumor and not as a result of a hair-pulling argument
with Mrs. Johnson, who was one of her tenants.
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