Friday, July 17, 1964 ^ ''And In This Comer, rrearng Goldwafer Trunk ^/nTr\7

Voters Do Get A Clear-Cut Choice _... the winnah-_ uiun y

For all the statements which Sen. Goldwater has made with which we sharply disagree, we find ourselves in complete agreement with one of his more recent statements.

There is no denying that his nomination for president by the Republican party will give the voters a clear - cut choice between an uncompromisingly conservative viewpoint and a moderate viewpoint that will be reflected in the Democratic nominee.

Even though the line is sharply drawn now with Goldwaters nomination, we believe the contrast between the Republican and Democratic viewpoints will become much clearer as the campaign moves toward the November election. It is our opinion too, that as the campaign develops most voters will find themselves leaning to the moderate viewpoint of the Democratic party than to the ultra conservatism of Goldwater.

iCitty Hawk Has A Role To Fill

By WILLIAM A. SHIRES

FLYING The Advisory Budget Cranmission is airtwme literally ( its fast-paced 1964 tour d out-of-Raleigh state in-stltutbxis.

For the first time since it was established under the Executive Budget Act of 1934 and began its now-tradltional policy of on the scene inspections of all state-supported institutions. the Budget Commissioii is traveling by plane.

This is a precedent. So are night sessions of the c<munis-sion for budget review purposes.

The idane being used is the politically ccRstroversial *'gov-ermu-s airplane the Kitty Hawk.

The initial trip had its bumps, but there are predictions that the airplane has earned its place in state government and no matter what was said during the political campaigns, the plane w(m*t be sold.

PLANE Department ot Administration and Budget Bui> reau officials pressed the blue and adiite twin-engine Beacb-craft into service to ferry members of the Advisory Budget commission on l(mg bops involved in the biennial bud-tet tour which began this week. The first trip was from Raleigh to Fayetteville, to Hickory to Asheville for the initial leg of the tour in far western North Carolina.

The reason for using the plane, which has an esUmat-ed (g>erating cost of 192 an hour, is that it will save time and money. From a dollars and cents, expose account point of view it is more economical than having each member drive an automobile from place to place.

In past years, a great deal of time was spent driving from institution to institution and the budget tours would require four solid weeks.

This year, using the Kitty Hawk, the travel time will be reduced considerably and the Budget Oommission should C(xnplete its tour in less time.

Automobiles including State Highway Patrol can will be used for short haul transportaticm. But the matter of getting the full six-member Budget Commission to Asheville and thence to CuUowbee to begin the biennial tour is a case in point.

MEMBERS Sen. Ralph Scott d Alamance, one of the two governors ai^intees. left Raleigh-Durham airport for the flight to Fayetteville where Sen. Thomas J. White of Kinsi(i. the commission chairman. Rep. Dave Britt of Fairmont, and W. H. White of Jacksonville went aboard.

At Hickory, the KiUy Hawk picked up Sen. Jimmy V. John-ami of Statesville and Rep. Clyde Harris of Salisbury.

The commission, by law. is

(xxnposed of the chairmen the House and Senate Appropriations and Finance cmnmit-tees and two members a]KX)int-ed by the governor.

Budget bureau officiak and staff members made the trip by automoWle or commercial airliner, and met the Advisory Budget Oommission in Ashe-viUe.

The budget cMranlsslon encountered a bit of turbulent weather over the mountains after leaving Hickory, but it was a quick trip. Smo(^r flying weather is expected later when the Kitty Hawk ferries the commission on long hops from Raleigh to Elizabeth Ci^. back to Oreenvilie, and from Raleigh to M(wehead aty and Wilmington.

TRAVEX From Asheville, the budget commission went first to Western Candna College at Cullowhee. in mountainous Jackson County.

Transportation to Cullowhee was by auto, including two State Highway Patrol cars. Arrival was delayed nearly an hour because d a highway accident encountered at the intersection d U. S. 19 and Interstate 40 near the Haywood-Buncombe County Une, the Canton bypass, where the pa-tnd cars had to stop to lend assistance, summon ambulances and handle traffic.

SCHEDULE The following days schedule for the budge commission was entirely in the AshevlUe area, hearing institutional requests for capital improvmients in the states 1965-67 budget.

Prom Asheville, the Budget Commission went to Boone by autom(d>Ue, for bearings and inspections at Appalachian State. On the same day. the schedule to(d[ the commission to institutions in the Morgan-ton area.

Then a full day was scheduled for Gastonia and Charlete. Arriving in Gastexiia on Wednesday night, the commission planned a formal meeting for a full-scale review d the budget situatiem to date. This was a night meeting. Chairman White said night sessions would be held as often as necessary to maintain the fight. Jam-packed schedule.

ELECT The Budget Commission, which functions as the fiscal arm of the General Assembly in the interim between sessions, represents both legislative and executive branches of state government. It elects its own chairman, although under the law the governor is director of the budget and is respraisible for iwe-senting the final biennial budget recommendations to the legislature.

Sen. White, who was 1963 Senate Appropriations chairman. was chosen chairman to succeed retiring State Rep. Thomas Woodard of Wilson.

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It is well, perhaps, that the choice is so clear-cut. In recent election years there have been more similarities between the candidates and the platforms of the two major political parties than there have been sharp conb*asts. The differences between the positions of Eisenhower and Stevenson and the differences between the positions of Kennedy and Nixon were more a matter of technicalities than of basic division.

Such will not be the case in this election year. The differences between the position of Sen. Goldwater and that of the Democratic nominee will be much sharper and go much deeper. The voter will not find himself trying to decide between the two on superficial issues as was the case with many in the three^ previous national elections.

The ultimate decision rendered by the voters will show without question which approach to the nations problems is preferred by the people.

Serving Need Instead Of Planned Schedule

A resolution by the Greenville Recreation Commission that the citys summer playground programs continue as long as attendance justifies them is a sound step in providing more adequate organized recreation for the citys youngsters.

The summer playground program had been slated to end the last of July. To have followed that schedule would have meant almost a mid -summer ending of the organized playground program. It would have fallen far short of the needs of the youngsters of the city foT a full Summertime recreation program at the parks and playgrounds.

In recent years Greenville has made significant strides in building its summer recreation program for youngsters . The step by the Recreation Commission to extend the period in which the ^organized program is carried out provides additional advantages for the youngsters, and as such for the city as well.

We trust that in the planning for next summers program the Recreation Commission will seek to provide an even broader, as well as longer, summer recreation program at the parks and playgrounds

than was initially planned for this year.

^

Campaign May 3e Very Rough

Should

earn

By HAL BOYLB~^

"nflation Spoils Dreams

By JAMES MARLOW 8AN FRANCISCO (AP) -Is the 1964 presidential campaign going to be rough or not? R has threatened to be rough perhaps the roughest, In years and personal, too.

Just a few hours before he got the Republican presidential nominaticm last night Sen. Barry dk>ldwater went after President Johnson in a way both rough and personal.

And this was not the first time he got rough.

But after the nomination the senator pledged a vigorous but clean campaign and said he will conduct it solely on the Issues and will not engage in personal attack. As the winner, relaxed and apparently happy with his success, he said on radio and

JAMES

MARLOW

televisi(i he knows Johnsons conduct of the campaign will be like mine and wont delve into rumtms and gossip.

Just how Johnson would react to a roughing up 'is not predictable. But no (me has ever accused him of being a political patsy. He didnt get where be is being one. And he is very sensitive to criticism.

All week Republican orators had g(me through the usual political convenfiim routine with speeches ranging from high plateaus to jibes at Johnson and the Democrats. The Democrats will do the same in reverse at their conventicm in August.

But Goldwater. while waiting for the Republicans to name him their ncnninee, brought the whole business down to earth with a crash by telling newsmen Johnson is the biggest faker in the United States the phoniest individual who ever came along.

This writer has covered every conventim d both parties since 1944 and cannot recall ever hearing any of the candidates over those 20 years using that kind of language.

Goldwater said this while criticizing Johnsims record on civil rights. The senator dared the President to make an issue of it, sasdng: I will just read the thousands of words he has spoken against anti-poll tax legislation, the FEPC Pair Employment Practices Commission and equal accommodations.

He was talking of years past because the Ccmstltution has been amended to outlaw the poll tax in federal elections. And Johnson pushed this years Civil Rights Act which forbids discrimination In employment or in places of public accommodation.

The FEPC was a World War n measure which Congress eliminated after the war. Despite proposals to restore it, it never was. The prohibition against discrimination in employment in the 1960 Civil Rights Act gives government less power than the wartime measure.

Johnson, as Senate leader from 1955 to 1961, steered through the passage the Civil Rights Act of 1957 - the first of its kind In this century and the ClvU Rights Act of 1960. Neither forbade discrimination in employment or accommodations.

Goldwater voted for the 1957 act, was absent during the fin-' al vote on the 1960 act. and voted against the 1964 act, a stand which may have helped his election chances in the South but brought him criticism from liberals and Republicans and particularly from Negroes.

Democrats, anxious for the Negro vote in the large cities of the North, were expected to make Goldwaters stand against the civil rights act an issue in the campaign if he got the nominaticHi.

Less than two weeks ago Goldwater to(^ another rough swipe at Johnson in listing what he said be ccxisldered the main Issues in the campaign this year. He said one would be tbe dark shadow of scan-' dal that hangs over the White House itoelf.

He didnt explain at ttiat time what be had in mind.

NEW YORK (AP) Side-^walk comments of a pavement Plato:

The price of dreaming is going up, up. up! It costs much more to dream now than it used to.

Inflation, that bane of our workaway life, has now also Invaded the world of the imagination in which, through fantasy, we achieve all o u r goals.

To get what he wants from his dreams, a daydreamer

Other Editors Saying... Castro Sues For Truce

(Christian Scirace Monitor)

Premier Castro is In trouble and he knows it. Like every Communist tinkerer before him, he is making a mess out of agriculture. It is serious enough to destroy the farmers incentive in the Soviet Union. But Cuba lives by agriculture. It is economic madness for such a country to attempt to drive the unwilling farmer down the Communist path.

Mr. Castro, of course, thinks he is only in temporary double. So he sues for a period of tactical peace with the United States, for suspending fiie little cold war between the two countries. He says he will stop adventuring with Castroite revolution in the other Americas in return for the United States quarantining the Cuban exiles. He wants a resumption of trade.

But he has not been directly exporting revolution for many months now. Nor has he had success with indirect attempts. And his difficulties at hcmie are a saga of domestic weakness.

The story is this; Castro at first sought to free Cuba from its bondage to sugar and the one - crop system. Big efforts were made to diversify crops. Big plans were made to industrialize.

But the new crops didnt come in well. And when Cuban sugar outpout dropped to less than half its pre-Castro total, for a variety of reasons, the price of sugar shot up. It trebled and quadrupled on the world market.

Castro blithely assumed the price would stay high. So he reversed his entire philosophy last fall, canceled tiie industrialization (which he couldnt fin-once anyhow), and went all

out for sugar again. By 1970, sugar output was to multiply by 2 Vi times and exceed the pre-Castro high. The Soviet Union promosed mechanical combines and released Cuba from part of its contract for low priced sugar.

This was return to the (me-crop system with a vengeance. And in doing so Castro cracked the whip just like the old-time sugar aristocracy. All the apparatus of the state was concentrated on driving farmers to produce more. Considerable numbers of reluctant workers were put in the army and sent into the fields for the soldiers pittance like forced labor.

Then came reckoning. The lash didnt work. For a combination of reasons this year crop is not much better than last years, if at all. And to cap the climax, after reversing gears and spectacularly throwing Cuba back into the sugar grind again, the world price came tumbliiig down. Other sugar areas, always straining to produce more, have adjusted to Cubas short crop and barter sales to Russia. The price has fallen from nearly 12 cents to about 5.

One recent report tells the story. A farmer wrote to the Communist Party newspaper asking permission for little plots for family gardens. The paper answered that factory workers would not ask for pari of the factory for their personal use. Nor should farmers ask for part of the land. If they had time for family gardens it should be given to more socialist production for tbb state.

Poor Cuba.

finds he must spend much more mythical money than did the day-dreamer of a generation ago.

This is true of both kids and adults.

As a child, I dreamed of finding a nickel, a dime, or

in a really expansive mood

a quarter. To dream of finding a quarter was to spend a wild afternoon in Valhalla.

That gigantic sum would buy five big sticks of penny licorice, a nickel Ice cream

HAL

BOYLE

cone, a nickel sack of p o p-com, and a dime ticket to the Saturday afternoon movie.

To a modem child, be 1 n g actually given a quarter is hardly a dream situation. It wouldnt get him very far. To kpend a delirious afternoon such .as I dreamed of in childhood hed have to have well over a dollar.

Grownup dreams are getting even more high-priced. This doesnt bother some people. They are spendthrift dreamers. They are printing-press-money dreamers. Whate ver they dream theyd like to have or do, they dream up the money to buy it and never mind the cost.

For years my dream goal was to live like a millionaire.

To do this I figured Id have a small steam yacht for world travel, a penthouse on Park Avenue, a well . staffed mansion in the country, a racing stable, a hideaway villa on the French Riviera, a couple of limousines, a few racing cars.

NaJurally, thered be a dozen or so servants around. A man can get awfully tired of opening his own champagne bottles day after day.

Well, it was a lovely dream and it kept me ham)y for (Continued On Page 8)

By JOHN CHAMBERLAIN Copyright, 1964 King Feavures Syndicate, Inc.

Barry Goldwater is about to move into the big time and the big question is whether he is ready for it. The liberal opposition, of course, confidently expects him to put his foot in his mouth some time between now and November. And even some of his own most fervent supporters are uneasy about him.

The worries or hopes, if you happen to be a liberal on this score can be exaggerated. For the fact is that Bar- ry Goldwater has been learning as he goes along. ,And it must not be forgotten that he has some good tutors.

One of them is ex-Senator William F. Knowland. the Oakland publisher who directed the crucial campaign that put Goldwater over in the California primary. In earlier primaries Goldwater had been stumbling in his relations with reporters; he was letting newsmen put to him the same old dreary litany of questions about repudiating the John Birch Society, or letting field commanders use atomic weapons, or scrapping the compulsory Social Security system. The effort to explain what he had already explained a hundred times over kept Goldwater from ever going on the offensive. Bill Knowland fixed that by telling him to make his own news by raising new issues before the stereotyped litany "began. By the time the (Talifomia campaign was over, the lesson had begun to sink in.

Someone, of course, will have to teach Barry the oldest trick of campaign rhetoric, which is never to lead with the negative if you are about to be quoted In a headl i n e. Once he has learned this, such mistakes as the Spiegel interview wont happen. If Barry Goldwater had simply inverted his answer to the leading question about the Republican chances for vict o r y, he would have been in the clear. A wary Goldwater would have put it this way: Sure, well make it a horse race by November. We may be behind now, tait watch us catch up. The trick is easily mastered; all it consi^ of is putting that second sentence first.

Another thing about moving in to the big time relates to the sixth sense that tells a politician about audiences. Barry Goldwater has always been wcHiderful when talking to his own supporters. But he needs some training in the art of mollifying or confusing hostile critics or crowds. Fortunately, he is learning here, too. His action In printing up 4,0(X) copies of Scrantons insulting invitaren to debate, and flinging'' them broadcast about San Francisco as evidence that other people can be both Impulsive and Immature, made much more sense than simply getting angry about some mean language. And when It turned out that Scranton had let his associates put out the letter without submitting it to him for editing, it permitted Barry to throw the old charge of irresponsibility in his opponents face.

Of course, oae can overdo

JOHN CHAMBERLAIN

this business c giving advice to Goldwater. He has been doing all right without much counselling by outsiders. The way his campaign peaked at the right moment both in the CMfomla primary and at the convention c(xild be attributed to luck. But as the Harvard pbllos(X>her Alfred North Whitehead once put It. fortune comes to those who afe Inwardly prepared for it. Goldwater Is a symbol d a (Continued On Pave 8)

C^ote

Three Secondar y Costs Involvec.

Great works are performed not by strength but by perseverance.-Samuel Johnson.

Strength For Toiday

By EARL L. DOUGLASS CHILDREN THE GIFTED CHILD

You will have your hands full with him. He is the hope of the world and the worry of the world. If he develops as be should, he may lead nar ttons or usher in a new age. Zf he gets twisted about in any way, he may end up an unhaix>y. frustrated pers(Mi and a social liability. A few nuths ago a man died who had learned to read wtam he waa three, ocHild speak several languages when he wai ten. waa graduated from eoDege before he was fifteen, had his Ph.D. degree before he was eighteen. Yet never amounted to tlcally anjrthlng. In the /ears of his life he became a bearded, unwashed beatnik, died in a little hall bedroom where he shut himself up and tried to gee If be couldnt read

all the books in the world.

But if you have a gifted child, just remember that the gift is not his gift or your gift, but something that belongs to society as a. whole. There are few people really gifted. Do you know any gifted people? Of the thousands of people I have known (we have all known several thousand), I have known less than a half-dozen truly gifted persons. One drank himself into mediocrity and death. Another made a mlUlon dollars. Another failed in the very area in which he gave the moet promise. Another was truly successful. but was always frustrated because be couldnt learn to whistle on his fingers.

The most remarkable people I have ever known have been people of medloaw

By ELMER ROESSNER

Retailers must understand and manipulate consumer pur-cbase-costs if they are to compete successfully, according to a thoughtful article in the spring Issue of New York Universitys Journal of Retailing.

Many retailers fail to rear Uze that ccmsumer purchase-costs are not limited to the price of the merchandise. Professor Wesley C. Bender of the University of Notre Dame writes. The price is cmly the prime cost. There also are fiuwe secondary costs;

Additional cash outlays by the customer. These include parldng fees, installation charges. credit charges, sales taxes, and the like.

Time Costs, the amount of time the customer must spend and what value he puts cm that fime. These costs Include travel time, waltlng-for-servioe time, searching time, and even gettkig-dressed-to-go-out time.

Piychologlcal costs, the toner conflict, frustration, depression, anxiety, tension, an-nojrance and similar strains connected >ith making a purchase. y AB801UI #11 IBim

The retailer can add many of these costs to the prime cost or shift them to the consumer. as he chooses. Professor Bender said. The retailers business success will be affected by his aJb>1llty to absorb the high costs and shift the low ones.

For example, a retailer may choose to avoid the secondary price cost of putting togefiuifb a lawn sweeper by dell^Hnng it unassembled. A customer with 10 thumbs would find this pasted-along cost very high. The confirmed do-it-yourselfer would regard it as little or no cost.

Or, suppose a retailer operates a chic establishment to a

fashionable area. The effort and annoyance of dressing ap-

\

ELMER

ROESSNER

proprlately may be prohibitive for a young housewife with five children. But they are nothing to a wealthy dowager who loves to go into town for lunche<Hi and a little shopi^ with the girls.

TAILORED SOLUTIONS

Even if a retailer knows who his customers am, the problem of balancing prime and secondary purchase-costs for his particular type of clientele is complex and delicate. Each solution will be different, depending on the factors involved. But there are several points to keep in mind:

1. Secondary purchaae-coeU are more Important frar low-priced merchandise than for high-priced Hems. A custconer will not spend time, pay a ascent parking fee, or brook much annoyance to buy a 10-oent candy bar. He will, however, shop around for days, study reports,, worry and fret, hem and haw before buying a gS.OOO automobile.

2. Customers with little money will accept many nonmonetary seccxidary costs to achieve the lowest price. The well-off cuBtomer usually will pay more if he cvi avoid sec

ondary costs of wasting time, irritation and so forth. This is significant to these affluent days when so many people-have plenty ( cash.

3. Psychological purchase-costs generally are less Important to cust(Mners than other costs. But there are Important exceptims. including those customers to high income brackets, those bey(d middle age, and especially sensitive per^ sonaliUes.

BUSINESS WINS STADIUM BUT NO BUSINESS

Businessmen of Queens County, New York, fought valiantly and successfully to get the new stadium for the Mets within its borders. And thats where the Mets are losing today. right across a street from the Worlds Pair.

But all the money spent to get Shea Stadium was to vain. Fans get to the site by subway and. the minute the game is over, they dash to the subway to get lu)me to Manhattan, the Bronx and Brooklyn. Neighborhood bars and grUls and the few stores to the vl)lnlty rarely pick up a few I' Xtra sales. p