davidaulloa/AmericanStories huggingface dataset:
Evening star., 1957-12-23
What's in a Name

The magazine was called
Materials and Methods
name which satisfied the en-
gineers who were It's readers,
but which misled or confused
potential advertisers. Disturbed,
the magazines owners called
In James M. Weary. a leader in
the motivational research field
who specializes In the scientific
naming OF corporations and
products.
After q study. Mr.. Weary
pronounced his cure: Change
the name to Materials in De-
sign Engineering" The name
isn't "gimmicky, so 1t won't
offend your readers. but 1t will
adequately describe your pub
lication to advertisers" 1t has
been done.
A list Of words was presented
to a selected group Of men and
women in various parts Of the
country. Those interviewed
we're asked TO mention quickly
the very first other word each
word on the list brought to
mind. Among the words was
"Rubinstein."
In 80 per cent Of the cases,
We elected cosmetic.type re-
sponses from the people inter-
viewed and a full 80 per cent
associated Helena with 'Ru-
benstein.' Mr.. Weary told me.
This brand name stands apart.
Our audit makes 1t clear it is
satisfactory. should not be
changed"
On that same list was the
name Aka -Seltzer."
Interviews Cited
I'm this case, "a per cent of
the people interviewed were i'm
mediately reminded Of Bromo-
Seltzer. This indicates consum-
ers closely identify the two.
think one is q substitute for the
other. The confusion suggests
one or both names are being
lost In the shuttle Of brand
names and the companies
should work on steps to en-
phasize their distinctiveness."
II the name Of Weary itself
Is familiar to you. it's UNDER
standable. For this 42-year-old
researcher is the inventor of
subliminal advertising - the
technique Of invisible adver-
tising which has aroused furious
controversy in the past few
Evening star., 1957-12-23
ID. c. Among Nations Leaders
In New Building Permits

Washington was among the
Nations leaders in percentage
increase Of new building per-
mits for the first IL months OF
this year. a survey by Dun &
Brsdstreet, Inc. showed today.
The District Of Columbia had
permit building values totaling
$3.50 million. an increase OF
4S.4 per cent from the cor
responding 1856 period. This
was higher than most other
leaders in money value. and
also in percentage.
Other top percentage cities
we're: New Haven. Conn. up
1915 per cent: Hartford, Conn.
Evening star., 1957-12-23
WINGS & WHEELS
Dy CHARLES YARsRoUcH

"The day they decide they'r
going to operate Jets for the
Washington market. the limou-
sines will start rolling fol
Baltimore"
That comment came last
week from a man closely linked
with the commercial airline
industry.
He was making no veiled
conjecture on the site OF a fu-
tire Washington airport: mere,
ly saying what he believed
even though 1t seemed to hurt
him. Opposition Of the major
airlines TO the use OF Balti-
fnore's Friendship airport By
the major carriers is no secret
and the basis Of their objection
Is the reasoning that the pas
sengers would object.
The man went q little fur
ther: "When the carriers feel
II is worth that extra effort,
then hats the day they'll start
10 cosell Washington and
Friendship"
Washington's commercial aiI
relationship with Friendship Is
similar in some ways to the
O'Hare-Midway situation in
Chicago.
In q recent critical look at
Chicago. L. L. Doty. Of Me-
Graw-Hills Aviation Week,
said "airlines have moved only
an Insignificant number OF
flights to O'Hare. The gap left
by those flights has immediate
~ been filed by additional
services into Midway"
His article goes on to say
"this antipathy Of passengers
for O'Hare Is largely RESPONSE
bic for airlines refusing to move
Ia more substantial number OF
flights over to- OHare."
-
Sun OH Co.. early next
month. will begin installation
of custom blending pumps at
all Sunoco stations in the com.
pany's 2l-State marketing ter
ritory. including those in the
Washington area.
The new tom-blending
system offers motorists a
choice among six grades Of mo-
tor fuel. all coming from a
single blending pump and each
priced according to octane
quality.
The pump draws two fuels.
one we'll above 100 octane. the
company says. from separate
underground tanks In q ratio
selected by a dial setting. The
two streams flow through a
hose-within-a-hose to the noz-
zle. where they are blended to
produce a fuel Of predeter-
termined octane quality.
The Oldsmobile zone Office:
offer Of a week end of riding
on air without getting of the
ground was. to coin an under
Evening star., 1957-12-23
New BeltsviIIe Plant

Vista-Lux Corp. of America.
producer Of translucent fiber
glas structural panels. has
opened a modern plant at
BeItsville. Nd. with Vice Pres
ident Stuart B. Greenfield in
charge.
Evening star., 1957-12-23

statement. most comfortably
received.
A number Of the 1855 have
air suspension rides as options.
The Oldsmobile "9s" with New
Matte ride, air conditioning and
the NJ-2 tthree carburetor)
3l2-horsepower engine was q
first experience. They couldn't
have picked q better subject
for q first air suspension ride.
The street TO my house has
more chuck holes than the Two
Jifna beachhead.
Basic principle Of air sus-
pension is the closed air circuit
Of about 4.500 cubic inch ca
pacity. The level of the car. or
the relationship Of the frame
to the wheels. is maintained at
the same height at all times.
To accomplish this, height
valves control the flow Of air
TO and from the air springs.
Oldsmobile claims a 40 per
cent reduction In spring rate
In the normal ride range. This
is by way of agreeing. You
don't ride" the automobile.
You flow" with 1t, even over
my street.
The supplemental airiines
consider the CABS holiday
route action Of last week a
"breakthrough." The Board
gave u. s. Overseas Airlines. OF
New Jersey. and Universal. OF
Burbank. Calf, additional
flights from New York and
Chicago to Miami from De-
cember l8 TO January 5. The
action permits the carriers 20
additional flights each during
the holiday period.
North American Ayiation's
magazine Skyline has the an
swer for those who often ask
the meaning of Mach" in
reference to aircraft speed. II
Is named for DIR. Ernst Mach,
who photographed supersoniC
air jets>in 4889 :. the AssO-
citation Of Missile q Rocket
Industries. with Offices in the
National Press building, is poll
ing manufacturers for prac-
tical advice to speed the mis-
sile race. :: U. s. Rubber Co.,
has started making tubeless
tires for foreign cars sold In
this country. =. Bosch spark
plugs. standard equipment in
many top foreign cars. are
now available in the United
States
Evening star., 1957-12-23
'3s4' ~ BUSINESS
Second Financial System
Seenin + FederoI LENDING
BY WILLIAM A. MILLEN

The National Bureau of Economic Research said today
the 3Syear growth Of Federal oan loan
antee programs constitutes second financial system
The Federal Governments in the financial picture has
great sad that this second system partly compees
with partly compliments the private financial system
Except for brief sackenng during World Federal
Evening star., 1957-12-23
Resni~k Is Named Director
For PhilcO Line Here
Peoples Life Insurance
Plans Christmas Party

Sales Promotion Manager
d. B. Swecker Of Peoples Life
Insurance Co. announced the
management will give home
Office employees a Christmas
party and luncheon in the
Presidential Arms. 1920 q
street NV. tomorrow.
Preceding the party there
will be the usual exchanging
Of gifts among employees. he
said.
Rich's Announces Payment
OF Christmas Bonus
President Frank H. Rich Of
Rich's Shoe Stores, with loca-
tions at Tenth and F streets
NV. Georgetown and Chevy
Chase. Md. today announced
the usual Christmas bonus has
Evening star., 1957-12-23


credit aids have continued to
grow. 1t ssid. The speciel study
said the influence of Federal
credit on business cycles has
been mixed. At times 1t has OPP
Grated in a stabiliZing and at
other times in a destabilizing
direction.
Unified management Of the
credit program !, to promote
economic stability has not
existed" said the report.
1t pointed out that private
credit markets and practices
have been profoundly affected
by the growth Of this Federal
activity.
Authors of the report are:
Prof. r. j. Saulnier of Barnard
college. Columbia University.
now chairman Of the Presi-
dents Council of Economic Ad-
viSers: Prof. Harold G. Halcrow
now head Of the Department
of Agricultural Economics. Uni
versity of Illinois. and Dean
Neil H. Jacoby Of the Graduate
School of Business. University
Of California.
Regarding business credit.
the report said: Federal agen-
cies have tended to lengthen
the maturities Of loans and TO
broaden the use of ths amor
tized loan. In this respect they
fostered an adjustment in the
nature Of business credit re-
sponsive to the increasing use
Of durable producers goods by
business enterprise in the
American economy. The term
lending principle he's brought
commercial banks new prob
lens Of portfolio MANAGEMENT
and of liduiditv maintenance
but undoubtedly II has helped
business enterprises by relating
repayments to earning power.
Resni~k Is Named Director
For Phileo Line Here
Jules Resnick Of the Balti-
more headquarters Of the Le-
gum Distributing Co. has been
appointed executive director OF
sales and marketing for the
Washington territory for the
entire Philco line. This was
announced today by President
Edgar Legum.
Previously. for many years.
Mr.. ReSnick served in the
Washington market. He is
well known in the Washington
appliance trade and will be Le-
gums liaison man here.
Evening star., 1957-12-23

You cents every large jar of this wonderful
instant get the finest coffee you've
wh good strong coffee flavor and real Rich Roast aroma tool
Get acquainted with completely Bordens Rich Roast today
tomorrow for Take advantage of this special intro
ductory offer. -.
Evening star., 1957-12-23

The Oldsmobile zone ofice's
offer Of a week end Of riding
on air without getting of the
ground was. to coin an under
Evening star., 1957-12-23

eThe day they decide they're statement most comiorab
A. lnA. .la,..I 4 "
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21

The assistant principal OF
Jefferson Junior High School
said today an incident involving
the injury of a custodian by a
group of teen-agers did not oc-
cur in the school nor involve the
schools students.
Miss Elizabeth Jameson. the
assistant principal, said she had
received number of calls from
parents after a police report was
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21
More Spending
Seen by Wilson
By the Associated Press

Secretary of Defense Wilson,
pointing to the Suez-Middle East
crisis and recent Hungarian re-
volt. said today the world situa-
ton requires that United States
military spending and forces be
kept at or above present levels
for at least the next three years.
Recent events seem to con-
firm the soundness of our deci-
sion to MAINTAIN great military
strength for the long pull" Mr..
Wilson told the Senate Armed
Services Committee.
He and Admiral Arthur W.
Radford, Chairman of the Joint
Chiefs of Staff. gave the Sena-
tors a report on the status Of
the defense forces and plans for
the next three years.
Closed Session Held
The session was behind closed
doors. but some of the testimony
was given to newSmen.
Mr. Wilson sale, defense spend
Ing probably must range from
$38 to $40 billion or more each
year over the next three years
while uniformed forces on active
duty are maintained at 28 mil
linn mr. moro man
He said tense international
events do not seem to justify
major changes in our military
planning or programs at this
time"
The situation as 1t appears
at this time seems to indicate
somewhat more emphasis upon
forces in being and on instant
readiness than upon longer-range
programs" he added.
Ready During Crisis
Mr.. Wilson indicated that
United States forces were ready
for actual hostilities at the time
of the Suez crisis late last year.
He said military leaders and
the armed forces were prepared
to do whatever might have been
necessary to protect our national
interests"
I'm particular. the 9Th fleet is
to be commended for their splen-
did action in evacuating Ameri-
can nationals from critical
areas" he said.
Ships of the fleet took Amer
leans out Of both Egypt and
Israel.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21
Rockefeller Grants School Denies
For Quarter Listed Pupils Beut Worker

NEW YORK, Feb. 81 R.-
Rockefeller Foundation grants
i'm the last quarter of 1856
amounted to $8,l04. S49-includ-
ing $l.2 million for aid to Hun
lgarian refugee students and
scholars.
Dean Rusk, foundation presi-
dent. said yesterday the refugee
grants provides largely for them
to study in Austria.
Other grants for the quarter
included: $l.O64.709 for medical
education and public health:
ST. 41260 for biological and
medical research; $2.568.195 fol-
agriculture; $703.375 for social
sciences; and $l,051.310 fol
lhumanities.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21

Mrs. Rosaline Long. in her SOS.
of 802 Tennessee avenue. Alex
andria.
Mrs. Long at first was believed
to have been the victim of a
traffic accident. She was dead
on arrival at Alexandria Hos
lpital, but police said there were
no apparent injuries.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21
Steel Door Designed
For Residential Use

ROSSMOYNE, Ohio. - Steel
doors, used for a long time in
commercial and industrial build
ings, are being designed for home
use by a Rossmoyne manufac-
turer. who says the steel offers
weather resistance that Is better
than normal. The new doors are
treated for rust and are COM
pletely insulated. with a prime
coat Of baked-on enamel. They
are available in a choice Of
eolors.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21
Pensions increased

OTTAWA, Feb. 81 @.-The
Canadian government has agreed
to increase old age pensions, but
has not yet decided whether to
raise them by SIS or $40 a month.
The present pension for about
800. 900 Canadians more than 20
years old is $40 monthly.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21

bAlut DI1thlu uutlly ALlC1lOn ~ y
the United States should be is
suing statements about policy
without consulting her allies"
Emanuel Shinwell, defense
minister in the former Laborite
government, said amid cheers
that the fact Britain was al
legged to have made mistakes in
the Middle East was mo reason
why this House should condone
any mistake made by President
Eisenhower. Mr.. Shinwell said
the sooner we have a debate on
this subject to clarity the issue,
the better it will be-"
Hugh Fraser, Conservative.
said some statements made In
America are utterly objectionable
to people in this House. / think
the question of forcing Israel
back without proper guarantees
Tor Israel'S future is not accept
able to the majority of people in
this House."
Guarantees Urged
The statements in the House
OF Commons were made shortly
after the British Foreign Office
said 1t felt Israeli withdrawal
from Egyptian territory should
be combined with a United Ma
tons guarantee of Israels Sc
curity in the Gulf of Aqaba and
GAIA Strip areas.
Britain was reported to have
forwarded her Combined oper-
alton" proposal-obtaining Is
raeli withdrawal along with
guarantees for Israels security
Ito Ambassador Sir Harold
Caccia in Washington to be pre-
Sented to American authorities.
Strong opposition to any sane
tons against Israel in the House
OF Commons reflected feeling sx-
pressed by most of the British
press that Egypt should be pre-
vented from any aggression
against Israel.
r. A. Butler. leader of the
House, said the views would be
considered by the Government
and he would have discussions
on it with Prime Minister Harold
Macmillan and Foreign Secretary
Selwyn Lloyd.
Mr.. Fraser has pressed for an
early debate on foreign affairs.
Another Conservative, Patrick
Maitland. said there was very
great anxiety" about events of
the past "a hours.
End Of anarchy" Asked
Mr.. Bevan. saying the United
States was issuing policy state
ments without consulting her
allies, added: Surely we ought
to try to put an end to this
anarchy as soon as possible"
The Foreign Office statement
at the daily news conference was
issued in answer to a request
for comment on President Eisen-
hower's call for pressure to get
Israel to withdraw her troops.
The statement follows:
President Eisenhower spoke
about the complex of the with
drawal Of Israeli forces and the
need for a settlement in the
area.
We regard all this as a COM
bined operation and Her Majes-
tvs government believes that |
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21

carried in The Star yesterday.
Police were quoted as saying
that Fred Miles. so. identified as
"a school custodian, suffered a
dislocated shoulder while trying
to GUST a group Of unruly boys
from the schools library.
Miss Jameson said Mr.. Miles
is employed by the Southwest
Branch public library next door
TO the school and the incident
occurred in the library branch
and not in the school. She said
library officials had informed her
they had turned in an accident
report.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21

the collective wisdom of the
United Nations should be able
to solve this.
THAT is to say that the first
step should be agreement about
the withdrawal of the Israeli
forces and that there should
then be agreement, another
u. N. resolution, to cover Free
dom of passage in the straits
Iof Tran and the other related
matters"
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21
Body Of Women
lis Found on Road

| The Alexandria police and
|, coroner are investigating the
death of a woman found lying
on the road in the 1900 block
Of Glebe road today.
| She was identified by police as
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21
Lumber Output

| PORTLAND. - 1t would take
10 million boxcars to carry the
United States lumber production
for one year.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-02-21
Britain Hits Eisenhower
For Failure to Consult :

LONDON, Feb IL QE1-President Eisenhower strongly
assad Parliament today the ground he failed consult
Britain his policy statement calling Israeli troops
withdraw from Egyptian territory.
Laborite foreign policy spokesman demanded
that America ut pattern
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-05-05

ANSWER: Yes, Mrs. Woods, there is something you
do to feel more secure when leaving your children
with sitter. We talked with child guidance specialists
safety experts and scores Of baby stters in several
parts Of the country and they agreed that the o inpOr-
f0M hg for parents do when they go our al Mgf Is TO
make their baby sitter knows everything she needs 10
know. Out Of their recommendations we've compiled
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-05-05

"tJrH Ht ptOpIt "hOSI ttNelY 70 H1Ve
hbe answers were Me baby siffeEs Them
selves. So We assigned Reporters Lester
and Irene David 10 interview IffeES
and sifeES' agencies all over the c0wf-
ny. Here is their fascinating report:
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-05-05
Here's What Your
Baby Sitter Thinks Of You

u you have problems with her, wait tiII you Ihea
about the ones she has with you'll
Here's advice no parent can afford to miss
ay LESTER and IRENE DAVID
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-05-05

QUESTION: VIXEN my husband and go Onf for an
evening Railways feel somehow worried leaving e children
with Lhe SITTER writes Mrs. Robert Woods of Norsa,
Conn. Ow sitter is perfectly reliable, bur what an emer-
gency 0ccws? Is there anything can do feel safy?'
VI alf L. L,nI,,
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-05-05

rms WEEK Mose.'../mey $. iss7
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-05-05

FOR the Baby Sitter's Guide. turn 20 Page ~
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-01-27
Cornell Borchers'
Breathing Exercises

speaking pictures" she said.
land I was in Hollywood for a
visit after The Big Lift in
which I played opposite Mont
gomery Cliff and Paul Douglas.
This film was made in its en-
tirety in Europe. Recently I
completed 'Istanbul' for Uni
versal-International.
Well GroOmed
II always marvel over the
beautifully groomed American
women. Everyone here looks
like film stars. The secretaries
and the girls in the shops are
dressed in such good taste and
are so careful of their appear
ance.
your push-button appli-
ances-frozen foods and serv-
ices that take the drudgery out
Of house work are the envy of
women all over the world. My
sister could hardly believe that
there was even a service to take
care of a baby's diapers"
Don't you have any i'm
preSSionS of HOLLYWOOD that
are not SO flattering," I asked.
II feel great tension here, "
Cornell said seriously. IAN i'm
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-01-27

portant part Of living Is trying
to learn not to get worked up
over problems. One Of the rea-
sons I have q home in Garm-
isch is that this little ski vii
lage, with its beautiful noun
tains and woods, has such q
peaceful atmosphere. I 60 there
to relax"
when you can't 60 there
how do you release tension?"
I wanted to know.
Deep breathing is a won
derful way to become re-
freshed." Miss Borchers con-
fided. Proper inhalation and
exhalation helps the body to
be rid Of accumulated poisons.
when I've had a strenuous
day on the set / make a point
Of releasing fatigue this way.
I stand by an open window
and breathe from my dia-
phragm slowly to fill my lungs.
You get the most out Of this
If you develop a rhythm. I
hold this breath until I count
to so and then I empty my
lungs completely and hold the
empty lung for a count of 60.
Then I can feel the fresh air
rushing in and spreading vi
tally all over my body. If
you are beginning or have to
learn how to breathe from
your diaphragm you will not
be able to get rid of your
fatigue so quickly but it is
worth working for. Work up
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-01-27

to this count in time but keep
q steady rhythm in mind.
"Anotheraway to snap ten
sions is by an induced yawn.
This is accomplished by drop
ping your jaw. letting it hang
as relaxed as possible and
leaving 1t there until you
yawn. Then move your jaw
slowly as far as you can to
the right. then to the left re-
peating this side to side move
ment. You should find your
self yawning again If this is
done correctly.
Next you push your Jaw
forward as far as possible and
then bring it back. This
reaches the places where ten
sion accumulates and some-
times headaches caused by
concentrated work can be
relieved with these jaw
movements"
I noticed that Miss Borch-
ers had a beautiful rosy-hued
complexion and I wondered If
she had brought with her some
secret from Germany.
IT use all American cos
metics," she explained, land
in Europe they are quite a
luxury"
The talk turned to food and
the ever-popular subject Of
dieting.
II am one who enjoys eat.
Ing" Cornell exclaimed. land
Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-01-27
By LYDIA LANE
HOLLYWOOD

11OLLf WOOD
When Cornell Borchers was
named the outstanding foreign
actress Of the year by the
British Film Academy. it was
inevitable that the magnet of
Hollywood would draw her
here. With a long term con-
tract at Universal-Interna-
tional this attractive German
actress plans to divide her
time between Hollywood and
Europe.
Before Cornell left for her
home in Karmisch, q little
alpine village near Munich,
she invited me UP to her hill
top house in Hollywood for
Woodworking coffee. She was
wearing a beige skirt and a
tailored blouse which I openly
admired.
II had it made in Munich"
she told me. II like their
clothes very much. They have
some talented young designers
who are not as extreme as the
French. I think the dresses in
Paris collections look wonder
full but they are not comfort
able. I call them standing
up-dresses.' But I avoid clothes
like that. They are so quickly
out Of fashion. I prefer some
thing more classic that can
be worn season after season"
Cornell has q f1awless COM
mand Of English and French
as well. Of course, as her native
German. She is presently add
ing to linguistic talents by
studying Portuguese, Spanish
and Italian.
1--WE made four English