anaheim-bulletin 1959-04-14

YOUR MONEY'S WORTH Consumers Buying On-the-Cuff In Mounting Volume With Enthusiasm By SYLVIA PORTER We, America's consumers, are back buying on-the-cuff in mounting volume, with increasing enthusiasm. We are now hiking our installment debts at the fastest pace in three years. In February alone, we took on $333 million of additional installment debt; in January, we added $387 million. There is no doubt that the climb in installment debt has continued since then, for sales of nearly all big-ticket items have been rising and we use credit most often when buying such big-ticket items as cars, appliances, furniture. As the statistics for March and April come out, they'll surely show whopping increases as compared with last year, probably will show the largest gains since the record-shattering buying boom of 1955. Which means that: Once again, we . . . the "giants" of our land whose importance as spenders dwarfs that of businessmen or the Federal Government . . . are spurring the economy to new peaks. All along we have been the major prop under our economy, and now we are becoming a bigger prop. Once again we are proving that there is no such thing as "saturation" of our wants for goods and services. The oft-expressed fear during the 1957-58 recession that we were simply overbought, overloaded with debts, "saturated," was goundless then and it is still groundless. Message Flashes rate of savings often declines as incomes mount. We are making more money today than ever; we have more cash on hand than ever. Yet, we are starting to save less, spend more and take on more installment debt, 100. And once again we are signaling the possibility of a new boom in consumer goods, for if the rising debt trend intensifies it can only mean we are buying zooming totals of cars and household furnishings. The rise in installment credit is far, far more than a simple statistic! It is a symbol of the way of life of the vast middle class in the predominantly middleclass land that is our America today. The turnabout has been spectacular. In 1958, for the first time in all the postwar years, we actually reduced the amount of money we owed on installment loans. During the recession of 1948-49 we continued piling on billions of debt. During the 1953-54 recession we added more hundreds of millions of debt. But during the recession of 1957-58 we switched, and at the end of last year our installment debt was 1½ per cent lower than at the start. New Upswing At Christmas 1958, though, the evidence of a new upswing appeared. The change has become increasingly obvious and the background for further increases is also obvious. Incomes are at a peak and rising; debt is the smallest percentage of our spendable income since before the 1955 boom; confidence in the general business By JAMES DOYLE United Press International PORTLAND (UPI)—The of a bull whip, a cowboy yank six lumbering Conestoga will rumble onto the Oregon and head for the Northwest. This action April 19 will be a brief ceremony at Independence Mo., in which former President Truman will receive a lee bull whipping from a modern wagon master, Gordon "Tepa" pa, 39, Ashland, Ore. Amid cheers and good 25 persons will man the and start a 2,000-mile, 130-enactment of the Oregon blazing. The wagons will make "On to Oregon Cavalcade" honor of the 100th birthday Oregon. Serpa will take charge of same military-like authority; the pioneers found necessity "We expect many hardy trail." Serpa said. The elvers will work in pioneer areas and eat and sleep in the until they reach their desiIndependence. Ore. What dangers will they train encounter? Indians otes? No. Traffic. In Rugged Territorial The Oregon Trail is now scenic highway where sea automobiles will whizz wagons. There is some prairie and old country roads to wagons; will have to move one stretch, between Independ Rock, Wyo., and Border. are spurring the economy to new peaks. All along we have been the major prop under our economy, and now we are becoming a bigger prop. Once again we are proving that there is no such thing as "saturation" of our wants for goods and services. The oft-expressed fear during the 1957-58 recession that we were simply overbought, overloaded with debts, "saturated," was goundless then and it is still groundless. Message Flashes Once again we are flashing the message that rising installment debt is a sign of prosperity, not of distress. We tend to go into debt when we are optimistic about our nation's economy and our own futures. We tend to draw back and try to live strictly within our incomes when we are worried about the economy, our jobs and paychecks. Once again we are demonstrating that debt often rises and the New Upswing At Christmas 1958, though, the evidence of a new upswing appeared. The change has become increasingly obvious and the background for further increases is also obvious. Incomes are at a peak and rising; debt is the smallest percentage of our spendable income since before the 1955 boom: confidence in the general business advance is spreading; there are pressures for higher prices, but at the moment the price level is comparatively stable. We well might add $4 to $5 billion to our installment debts before 1959 ends, send this type of debt to new peaks. But of even more fundamental significance is what the debt rise says about our buying wants. For it confirms the brilliant observation of George Katona, director of the University of Michigan's Survey Research Center, that "saturation is an attitude ... The more we achieve, the more we want. Levels of aspiration rise with accomplishment." Only when we are pessimistic and insecure do we lower our sights. When we regain confidence we raise them... from an old car to a new car or two cars, from an old TV set to a new one or two TV sets, etc., etc. We are now raising our sights... and thereby giving all business a boost. (Distributed 1959, by The Hall Syndicate, Inc.) (All Rights Reserved) From Hockey to Golf NEW YORK (UPI) — Bill Gadsby, veteran defenseman with the New York Rangers, operates a golf driving range in Calgary, Alta., during the hockey off-season. INCOME TAXES $2.00 UP Orange Business Service 113 W. Commonwealth, Fairlerion (Above Traffic Drug Store) 9 to 7 7 Days LA 6-4963 PROVEN QUALITY. STANDARD ON EVERY STANDARD ON EVERY It costs you less than you'd ever guess to own and drive an Oldsmobile Dynamic 881 The truly wonderful part about owning a Dynamic 88—Oldsmobile's lowest priced Rocket—is that you get a quality ride, quality looks and quality workmanship as standard equipment! This traditional Oldsmobile quality is an accepted fact, but the big news for many new car shoppers is that the Dynamic 88 is easily within their reach—many, many dollars less than they'd guess! And when they see the facts and figures on how their investment holds when they go over to Olds—they're sold! Ask your Oldsmobile dealer for the facts. There was never a better time than right now to get out of the ordinary and into an Olds! Let your dealer show you why! MAKE IT Springtime in a Rocket AT YOUR L OLDSMOBILE HARDIN OLDSMOBILI 252 N. Los Angeles St., Anaheim, Calif., KI DON'T MISS THE "OLDSMOBILE MUSIC THEATER"...EVERY WEEK ON Conestoga Wagons Hit Oregon Trail By JAMES DOYLE United Press International PORTLAND (UPI)—The crack of a bull whip, a cowboy yell and six lumbering Conestoga wagons will rumble onto the Oregon Trail and head for the Northwest. This action April 19 will follow brief ceremony at Independence, Mo., in which former President Truman will receive a lesson in full whipping from a modern day wagon master, Gordon "Tex" Serra, 39, Ashland, Ore. Armid cheers and good wishes 5 persons will man the wagons and start a 2,000-mile, 130-day re-enactment of the Oregon Trail blazing. The wagons will make up the "On to Oregon Cavalcade" in honor of the 100th birthday of Oregon. Serpa will take charge with the same military-like authority that the pioneers found necessary. "We expect many hardships on the trail," Serpa said. The travelers will work in pioneer fashion and eat and sleep in the wagons until they reach their destination, Independence, Ore. What dangers will the wagon train encounter? Indians? Coyotes? No. Traffic. In Rugged Territory The Oregon Trail is now mostly scenic highway where scores of automobiles will whizz by the wagons. There is some prairie country and old country roads that the wagons will have to negotiate. One stretch, between Independence Rock, Wyo., and Border, Wyo., a rink of more than 18 days at their 30- teens with little possibility of a quick refill. At night, as the wagons form a protective circle, the riders will go to the one modern spot of the caravan: A 40-foot semitruck that will follow with food. No chuck wagon. The victuals, however, will be prepared by the group. To round out the repeat of western lore, a band of real Sioux Indians will "attack" the wagon train near Baynard, Neb. After the scuffle, a peace pipe ceremony and a buffalo barbecue is scheduled for both whites and Indians. The wagons, made of sturdy oak, and in the same fashion as they were 100 years ago, were constructed by one of the Northwest's few remaining wagoners, Roy Barbham, 60, Eugene, Ore. The Oregon Centennial Commission, which allocated $25,000 for the trip, paid $1,650 each for the six wagons. The trail covers the northwest corner of Missouri, the northeast corner of Kansas, straight through Wyoming and Idaho to Boise, and into Oregon. When the train reaches The Dalles, Ore., the wagons will forego the convenience of available modern highways and load onto barges for a trip on the Columbia River as far as possible. This is the way early settlers did it, according to existing records. The caravan is due at Independence, Aug. 15. Co-op Autos NEW YORK (UPI) — Apart- Independence, Ore. What dangers will the wagon train encounter? Indians? Coyotes? No. Traffic. In Rugged Territory The Oregon Trail is now mostly scenic highway where scores of automobiles will whizz by the wagons. There is some prairie country and old country roads that the wagons will have to negotiate. One stretch, between Independence Rock, Wyo., and Border, Wyo., a trip of some 18 days at their 20-mile per day pace, may show the modern wagon crews some hardships more familiar to the first pioneers. The area, in part, is a dry, dusty, rocky and barely populated stretch of no man's land. Water will be carried in canoes like mud...this famous Brush Curl Cut 1.50 OUR VERY OWN METHOD OF SHAPING that makes your hair fall in tapered layers yet doesn't change the length. Hat-crushed or wind-twisted, just which a brush through it...and see your curle spring back into a head-shagging neat little cup. Cryl Richards advertised in VOGUE PERMANENT WAVE ALWAYS AT LA DONA Brush Curl Cut, shampoo, ozone rinse and babysitting with every wave. Only 6.66 La Dona Open 9:40, Wed., Thurs., Fr. 'M I 9 102 S. Lemon, Anaheim KE. 5-9877 or KE. 5-4025 BRUSSELSLY ARE CONDITIONED • FREE OUT STREET PARKING ALITY... ON EVERY'59-OLDS! When the train reaches The Dalles, Ore., the wagons will forego the convenience of available modern highways and load onto barges for a trip on the Columbia River as far as possible. This is the way early settlers did it, according to existing records. The caravan is due at Independence, Aug. 15. Co-op Autos NEW YORK (UPI) — Apartment dwellers, may some day share automobiles as they now do washing machines, sun decks and elevators. Walter L. Jacobs, president of The Hertz Corp., envisions a 200-unit apartment with 800 occupants that might well have a garage of 100 cars, their use included in the apartment lease. 22x44 INCH TERRY TOWEL—IT'S COLOSSAL! Solid color with a gold border thick, thirsty Terry with thousands of tiny close loops! Face Towel . . . 37c Wash Cloth . . . 17c Bath Towel Pull on Waterproof Pants 4 for 1.00 Soft, strong vinyl plastic. Durable pull on pants give baby complete "coverage" all the time. Shaped for baby's comfort with full back, neat front, comfy leg openings. Famous-for-Fit Penney Underwear A-Shirts . . . 3 for 1 T-Shirts . . . 3 for 2 Briefs . . . 3 for 1 Shorts . . . 3 for 2 Compare the Towncraft fit, those quality extras: shaped seat Sanfori shorts, nylon-fortified T-shirts, heat resistant and waist elastics ... ON EVERY '59-OLDS! LIVE BETTER BY PAD WITH A BRAND NEW CAR TRY THE ROCKET THAT'S EASY ON YOUR POCKET... featuring Eoon-O-Way Carburator and exclusive 2-stage automatic choke Oldmobile's '39 Rocket Engine packs all the power you'll ever need. But it's the Rocket's new economy that's making news! The exclusive 2-stage automatic shake can be combined with the Eoon-O-Way Carburator's 2-barrel economy, to give fuel savings that will warm the thriftiest heart. See your dealer for a Rocket ride! Rocket AT YOUR LOCAL AUTHORIZED MOBILE OLDSMOBILE Anaheim, Calif., KE 5-7211 Pants 4 for 1.00 Soft, strong vinyl plastic. Durable pull on pants give baby complete "coverage" all the time. 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