2
You can say anything you want about the world You can say irs beyond help. That man is more evil than good. That you never askedfor the world you got. And you could be right. You can say anything you want about the Peace Corps. That irs just do-gooders. That it chsn't help peace. That it hasn't made any difference. The Peace Corps isn't disagreeing. Thars not what irs about. The Peace Corps chsn't shout, "Came make peace." Peace chsn't rome that easily. Irs more ofa separate peace. Maybe yours. No banners. No bands. No medals. The Peace Corps might be for you ifyou could enjoy feeding children. Or repairing a tractor. Or teaching birth control. Or building a schoolhouse. Even if no one ends up using it. (Don't think it hasn't happened. ) The Peace Corps has no delusions ofgrandeur. Ask anyone who's been in it. But there are enough jJel)ple who rome out of the Peace Corps with things they've learned they can'tforget. Good things. There are more ways than you can find to help the world. The Peace Corps is just one way. It's for sorr~M~ewhot.Wuld rather do something. Anything. Instead of nothing. It could be your way. WriteThe Peace Corps, Washington, D.C. 2£:.~~...~........... _
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fridplantoinforlma~asJ. And)'IINftlamafolrnt. A~tlli)'IIN
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~:,~,~~:~~:~~~~e~:citina etseinMarintoday, There's ptentyofspacefor everyone
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MONT MARIN! In lucas Valley . yAIItriunHousin( Gulld.
46
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Beard any good pickles lately?
The big •
noiSe in pickles.
Heinz.
Heinz.
The crunchy
The crunchy
one.
one.
2
Punch somebody
in Fresno. It should take about five
~~nn~ the area code. Punch thS:.:'t!:J";, up there will get the message.
Heinz. The crunchy
one.
General Telephone C.ll324· 1461 to order• puahbuuonphone:
48
Did you ever try to tear out a commercial?
â&#x20AC;˘ Just like everybody. But when it
comes to tEMevision, the BA bather is not
quite so standard. Only 19% of college graduates are heavy vie'Nefs. So any advertiser who sinks all his money into TV can only do a so--so job of reaching the upper-income, coueo.r educated group. Fortunately, magazines are strongest
where television begins to fall off. In fact, the higher the inoome and education, the more eager readers you find . That's why magazines are more than a complement to your TV advertising. They're essent ial. And profitab4e too, since eager readers spend more at the supermarl<et
than television regulars. Besides, magazines let you do things you can't do on a 21-inch screen. Like tell a long story. Give a ooupon. Show a product for as long as the customer wants to look. Without the proper balance between magazines and TV, you might be letting a good market go down the drain. M agazine Publishers Asooclatlon
You can't take a commercial to the
corner grocer and get 12-cents off on a cake mix.
Or save it and prop it up in front of you as you put together the dessert to end all desserts. So, while TV is important , it won't do everything. Or reach everybody.
For instance. with television you can't be sure you're getting through to the upper-inoome, college-educated group. Thars the group that spends more on groceries every week. 81%ofthemaren'tavldwatchers.But they are eager readers. And the higher
the educahon and income, the more eager magazine readers you finct That's why magaztnes are more than a complement to your TV advertising. They're essential. In fact , try to cover the market without them and you mighC miss the icing on the cake. Magazine Publishers Association
How many lips do you come in contact with everyday?
more than one way to get a point across.
...a..¡a"~
Traditionally, insurance people believe in complete coverage. That's why their advertising is a carefully computed bfend of magazines and television. Their philosophy: in the rush to reach all the people sitting in front of the set , don't forget all those who aren't. One group in particutar. The people
68
who have been to college and are now in the upper-income brackets. These are the people with homes, cars, families and responsibilities. An important group. Naturally they own TV sets. But only 19% are heavy viewers. Their tastes lie more in the direction of magazines. Heavy readers instead of
heavy vieNers. And the higher the income or educatton, the more eager readers you find. In magazines you have time to talk to them sensibly. At length. And,r&member. these are the people
. you mft~.~~~~yc)u ought to insure against . Magazine Publishers Association
More tmportant. how do you catch their eye? How do you show them the new ice cream mouth ? Or 20 ways to change the shade of thetr hair? Or the shape of their face with four new powders and a puff? And how do you find I he space to tell tt? With as many words as the telling needs?
You probably do tt m magazmes. Because you can't realty do it anyplace else. But nobody puts thetr product on the pnnted page just because o f color or talking room They want to get at the spenders So gtve lhts an ear. Magaztnes grab the bulk o f the
upper-Income, COIIege-OOucateds. People who might never be reached wtth TV. 81 % aren t heavy v1ewers. But they are eager readers. They re the people wtth the money and taste to buy a whole new face on whtm. Or JUSt about anythtng else And nobocty can afford to ktss-off that group Magazine PublishersAssociaUon
Alan Barzman 155 No. LaPeer Dr./Los Angeles, Calif. 90048 Phone 278-5600 Area 213
155 No. LaPeer Drive/Los Angeles, California 90048/Phone 278-5600 Area 213
84
2
CATALOG
Bruce Montgomery, art director/ designer University Art Museum/ Walker Art Center, clients 2 Tom Woodward, art director/ designer Roy Seiber/ Arnold Rubin, writers Ed Cornachio, photographer Los Angeles County Museum of Art, client
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103
DIITL'IIIm There are Peachtree Avenue , Circle , Dri ve , Pl aces, Roads, Ways, H ill , Memorial , Park . and Valley . Ju t about any way you can cut a peach. At last count there were fifteen different streets named after a peachtree. So don't jump in a cab in Atlanta and ask for one. unless you like peache ..... ---~--
2
The~ office machine that costs 11,500 to
Say you earn between ten and twenty thousand a year. Say you've got plenty of work to do. And say you wnte out your letters and memos and reports for your secretary to type-or dictate to her while she does the writing. Well, you're spending about $2,500 worth of your time every year running a ballpoint pen. And so is anybody under you who works the same way.
122
Just think what you could be doing instead. Thinking. Planning. Solving problems you never had time to solve before. That's what a Dictaphone system does for you. It automates written communications. It gives you time. The Dictai>hone system is what you want it to be. It can be a simple dictating machine on your desk. It can be a compatible portable that goes where you go. It
can be a Hot Line that's open 24 hours a day-and all you do is dial a certain number from any place in the world and dictate. The Dictaphone system can be anyone or combination of 15 different machines designed to save you time. And only Dictaphone gives you a choice of magnetic or disi>Q_sable belts. Why not let a Dictaphone systems expert design the right system for you? No-
body else in the business information field can give you such a choice. At any price. Sure a ballpoint costs less to buy. it also costs more to run. Much more.
What makes you buy a shoe that won't go with anything in your wardrobe? h st a whtm?Or tntutttOn. You <ee a hoe that gtvc~ you a fc ¡hng.
A mood . um<est .1look you've never had 1:-dorc. So you let the hoc determuu.: the !wk. Then lind
the clothes to go w1th What makes you buy a shoe that doesn't ~owirh anything in yourwardrolx.?
1t.
Soctahtc~ are that kind of hoe. The shoe that starts the totall<xlk.
Socialites
buy
What makes you a shoe that won't go with anything ln your wardrobe?
S?cialites.
130