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M
P A G E THIRTY-TWO
SUNDAY, D E C 30, 1962
ADVANCE-NEW
Pepsi-Cola President W h o Visited Here Subject Of National Sketch
Highlights Of New Year
Greeting Are Variec
Magazine Of Leading
New York Financial Firm
Tells Of Barnef s Career
,?
The Dec. 19 issue of "Investor's Header" carries an
interesting feature story
about Herbert Barnet and
the Pepsi-Cola Co. invest
or's Reader
is published
by the leading Wall Street
brokerage firm of Merrill
Lynch. Pierce, Fenner &
Smith and goes to their
customers all over
the
world. This article is especially interesting to the
readers of the AdvanceNews as Mr. Barnet was in
Ogdensburg in September
for the dedication of the
Ogdensburg Pepsi-Cola Bottling Co. plant owned by
Richard
Winter.
Joan
Crawford famous actress
and widow of Alfred Steele
who built Pepsi-Cola up
from little or nothing, was
here along with the top
"brass" of the Pepsi-Cola
Co. of New York and Canada to dedicate Mr. Winter's
fine new $250,000 plant.
While here many local people met Mr. Barnet and
were very much impressed
with his dynamic and attractive personality — Editor's Note.
'*
;
t
While Pepsi's case sales are
'expected to stack up to a record 300,000,000 (vs an estimated 45,000,000 for Coke), a
small but growing contribution
will come from the company's
secondary lines: lemon-lime1
Teem introduced in 1959 and:
multi-flavored Patio drinks1
introduced in 1960. Herb Barnet is particularly pleased
Teem will add "about 12,000,000 cases" because it has only
been promoted on a local and
regional basis in the Midwest.
Patio drinks, "with virtually
no promotion from us. should
ad another 3-to-4.000.000."
\
Both lines are on what Herb
terms a "no-loss" basis in
which earnings are all plowed
back into promotion. But
"Teem should be contributing
profits in about three years,',<
guesses the president. He bases1
his expectations on the "growing market for lemon-lime
drinks which today account
for 17-10-20** pi ail §o%
drinks."
"s J
• - *
Pepsi's olH~* V * - J . * —
tion effort,
now bottlin
nine water
scribed as *
"negligible**
jt ions.
vhik
j Meanwmic
The favorite new record al- ther into U
bum of president Herbert Le>- cola market.
tcr Barnet of the Pepsi-Cola year 38 b<
Company this Christmas is en- were opened
titled "Music to Sell Pepsi for a grand
With." Last week at his glass- 102 countries
v a i l e d world headquarters on are companyPark
Avenue.
52-year-old
Herb Barnet put down a half Among the
emDtv bottle long enough to -^?JJ\ o p f ™ f
explain: the record which 000.000 plant
plavs various versions of the ^ u s t outside
Pepsi jingle "It's Pepsi for Herb Barnet
those who think young" was t h * opening a
being sent to radio stations g i g opening
around the country to high- dude^ Paris,
light announcement of its 1963 g u e n o s Aires/
advertising campaign. This m o s t e n t husias
year Pepsi spots were sung on m t 0 t h e e u e a t
2.000 stations and this will be,because ..Jt
expanded to 3,000 —plus of ] a r g e s t singlev
course ads on television, news- m g f o r 28,000,0
papers and other available Barnet "can't t<
media.
I plant is going
The 1963 campaign will b e l s e t t l e d m o n e t a i
our most extensive and com- c o n djtions ther*
petitive effort ever, topping
R#
the S30.000.000-p:us expended Merchandiser
by Peps: and its bottlers in es about new t
1962." Although the Pepsi more Pepsi. On
name on TV and in printed ily-size" ^6 Gun.
ads wi'l sport a new "bolder" thiee years old,
logo, the two-year-oid "think portionately the
young" theme will continue to among Pepsi bo
plug Pepsi because "it is sell- though ten and
ing more Pr psi than ever and versions still he
is really just beginning to lead. However 1
click."
j accounted for *:
Proof the promotion is pay- sales for the yea
ing off is Herb Bam .*t can ure rose to 12%
foresee a easeful of record results at home and abroad and Another relatw
from soda fountain to check for Pepsi, thou^b
out counter to vending ^ g , been a reservoir
chines. Translated into dollars, for rival soft dri
Pepsi's chief promoter calcu- for soda fountain1
lates it hould all tally up to Barnet maintain.
a new high near $190,000,000 J"*1 » baby in to*
vs $174,000,000 in 1961. Earn- way behind but
ings should also bubble to a_ months of this ye*
high "close' to $2.30 a share" u p 23*^'. admitted!;
Vjii4.4n0.000 or $2.21 a* share base. But with «i
tions as our Mi
Uj-.t year.
. If these predictions come fountain
*yu"M"» dispense
/•.rue. Pensi's volume will have l Jf s m W l t l \ o u r ^
" rirarlv quadrupled and profits the national p a g e *
< r y visitors will
/tripled from a
a decade ago Pect a big increase
Charles E. White, 60. of 114
mi's Orange J a m
' when Pepsi was still being Vending machine
*
Division
St.. a retired conducy e a r s Eve.
plugged by it? original jingle ^ Q ^ ^ b i f ^ a $
The,tor
for
the
New York Central
foded over
"Pepsi-Cola hits the spot and
anc m e n t l 0 p e p v i j ^
by the Railroad, died at 1 a. m., Satthe price-conscious promise of ^005^^5 them n o t
« n and her court urday (Dec. 29, 1962) in Hep•"twice a? much for a nickel a i d b u t a - v e r y b ^
•jrwoids through bum Hospital He had been in
t o o " Most of these gains came m themselves, e ^
drafts accornpan- failing health for the past sevin the first two-thirds of the t n e m o b i l e (car-.y
? haBoon charac-eral months.
-U-n-year period. In fact the t h c ^ ^ v e a r ^ ^
by child- The funeral will be Tuesday
total increase in 1959-61 earn- t ] e r s ; p u r c h a s e d a r
In
the a t 2 p. m. at the NichoU
ines was only 4c a share. Pepsi 000.0OO worth of m.
jafWffrrill classic F u n e r a l Home. The Rev. Wilmen argue the fast pace of the
& « » e r s of O k l a - l x a m c Montignani. pastor of
preceding years required, in To supplement sai
*s Crimson ' t h e F j r s t ^ ^ s b y t e n a n Church,
(effect, a "pause that refreshes" vending machines, p
a 7"* 000 w l U <rffic * ate - Burial will be in
(though they would b*rdly be at service sUtaecs.
wy the*"pag- ^ e ^ l l y p l o t ^ the Old DeI t k f l w t e inarch- K a ? b C C T n e t e r > caueht using these words): come up with a
I T a S ^ r ^ 0*
Sumvmg Mr White are ha
furthermore, a lot of money Mart" to hold cai
£
a
«
#
h
i
i
?
;
step-mother.
Mrs. Francoi
•went into promotional boild- cases. Fj«ld tested
r
T
^
i
i
i
^
'
W
h
n
e
of
Potsdam:
and a
up for the future, especially "the?- really o o n e :
? £ f ^ D C a r 3 y brother. Rov R White o<
abroad.
,ence in a t i g w*y t
•eatJers.
loewspapermen: rather it » » W A ^ - I ^ T ? the I Diversity Wichita F*uL Texas.
Drawmf: R*mm Drink
{Herb Barnet* hope b
the pebbc
the strengthening of
But the pvbiisher
ptbitsber is more beritaee
heritage of the
gwhiic the pearance ir
tteSuflu-^Bowt
%£*?£?7^^LlLJ^
rounds
or
its
management
programs
s
thaB
a
b
u
s
i
n
e
»
«
e
c
a
t
n
e
He
right
to
know
Threatsa^amst t^ y^T ^^^
^
j ^ ^
^ Ada P i i T W t a e _ ^ £
In any case, during the past stead of buying or
1 of* a_ most.. ,—*
— which MT€ <* o i e Mwi
• * * * » TOO anc Aoa n e e w nne. H.ts
crackers place a slice
Professor Arnold is a umqoe leader and spokes- the press —
decade Pepsi — plugged as the people wiD now stici
which — - v w e a i i s s
jinamaj-e of a number of yeaxs
Herb
and with
.. T-. then
__ ^^
«» # M tripht
^^»
„x.- pro- taeaaxo. a wnoie sardme
•"* **"* experience has man for his communr.y the constant and nowerfaj—most
4 4 , %Mmawm
"hfrtri
refreshment*"
the
padc
in
fee
car."
TeuK
C
l
i
a
i
f
r
}a^o
ended m separation.
W
Th
Lw
™ n e Tdrink
^ d i c—
t ohas
f r nmoved
a r k e t - T n o U » * > n * r R « » « « « ^ 1 3 j ^ ^ ^ » t h i n s l « of d>eddar the background to d o jost focal point aroond which c i-v - b e. .recofniied
a s an, _ .erosion
-sooabJe"
.
.
•
.
*
—
.
*
>*
^tar
JState
has
>*r
White v a t a member tf
'cheese. Season to taste. Broil; this
pc cooperation crystalises
tl
-»u4 of the kitdKB to the ^ • u * * i n g to ™ «*"*•
So
of
hasK
A
a
a
e
r
r
a
freedoms,
jamped
into
the
spotlirht
*
^irsi
Presbyteram Oiurci
Serve
unto!
cheese
is
melted
Owrses hi the newspapers poWtsher most be a
room.** That is the B*™* » coimnced hi*
hot.
of
ever?
*******<*
<**
V»
with
glamour
events
that
***
»
•
Brotherhood
of Raaldetermin
.
.„
r
a
ness practice. principles of broad interests That ts he Simitar threats a#amst r , , , ^
thmz
mi
»
Trainmen.
He
X:
fTOm
mbM
promotion, and aaerchan- why> the new pwbiHahing se- honest and legitimate *d\ering-m:nded Herb Barnet who *>™ *Tf ** ^ ^ " ^ *** •
immT
fishing
«»««ber
k h s W ^ubteau of m a » me-qnence will enaMe the sto- tismn ma* be seen as as
an on- o,
p^^ on ^the^ wide
^ beaches
" ^ T Lodge. 7«s.
F & A ofM of Of>
n e t op wttti Pepsi as \tg»Z fieid wtuch g jmi beginning
;len$imi
to
maj-dia are hsted amottt the of-dent to draw opon the entire dermimrjc of the very eco- classics There $ the catorfnl
T
counsH in 1«5. was made
"w*room sharply. When 1
of 1 fennes by the School of Joor- range of the University's car-noinic system which has Cotton Bowl Festival week k!
I
president m VSbS and chief ex- *** * b o ^ •• f t drinks were
and faculty
,aaade owr cooatry »tron|! and 0 , 1 1 ^ clamaxed br the \ J «
ecutrve three years ago on the ™*** * » * r - today they re frieai: It to It
heaiing the enerretjc
T h e programs" said Dean -Perhaps more than any has enabled ns to nountain Year's Dar dash between tL^
rt 1*** rouod This year
death PEP
«f ondmamic
Add 2 tablespoons of
the B.f AMred
Board. J"•*
™ *U
*
label
dart
d»r»i c k
^
^
^
sopported brother s m 0 e thimi. we shall high standards of bring on a rmwnatT* of Texas
i Z
Si,*je.
.
*
•
5
2
J»*K»rr
crashed
onnaise
to
the
contents
have shared ths$ dvnamic pat- Jhe
market is bound
t aiCTackeT
1
^I!£
»
^
Decarate
with
a
covrses
offered
in
the
College
direct
onr
attentjoo
to
the
pnbbc
as
well
as
f
*
"
»
°
^
tawns
airf
Loin^aana
^
^
S
U
t e^s
Pepsi's
*
;
*
§
.
•
»
e
a
w
n
o
n
'
*
^
^
P
^
cafwta
mark
tor
c*t>
/J^»
oances)
of
saidines.
Balism
you're deahag
tern. "Hiey rose froai an ad~>th
dash
of
caoh
sanoe
or
nwnatoof
B
w
a
e
a
i
Adttmatr-tion
~
ethical
respoadaUIrfies
of
a
level
fTigetx
b
e
f
o
r
e
^
I
w
nor*
BMMiflts.*"
ICBtSHD
the
first
u
m
e
after
ffcrun*
M*5h
and
mix
tbortMaghly
jatfttd once of S a
decorated E
to 5» la<3 year Bet then they
• f y«ars. Serre on toast fingers or cock 1 Proftmoi Arnold has had pnbhsber."" Professor Arnold -Newspapers mast be profit- Q^
mayor Edward J.
-We mnst impress noon able to be free We nave all » a ^
«*™ra««i
10M.Y
dropped 10 a nad-year low e*
33. a rauch bagger ^'-* thar
or orccmox
asost jof! drink makers But
- <AP PEP oho
n>oeazx poxx* thnogtt they tode
jparkV m the
rally acted owxkry when
tmd 5oJd last
at 42 which resaed Dethdf Leroy S c h l y m i
Notice
Damaged
or
Missing Text
t
4
sity with West Texas Stal
My Edward Collier
.'Dec.
31. Last major event <(
Good resolutions and pop
the
week
will be the Sun Cai
ping corks used to symbolize
nival
parade
on New Year!
\earj
e
d
New Year's.
Today
Da
fth^r
y
featuring
vivid
float-i
highways and all-weather
maintenance have' turned it manv from Mexico, o n thj
into a gala holiday opportun- < h e "> e „ ° f t"SixJJ??L
^
exas
t0
S
itv\.for The whole familv^
£
^
^
l
^
L
"
*
'Queen and her court <
\ o u can map out your w n r .
."~ . A ^ M „„
weekend Magic Circle of ex
i
five-mile
parade
*1A
nf
*>v
duchesses
and
princessesrout
on
citing things to see and do
!
Across
the
internation;
within easy driving distance
g city
city (j
<
of your own home town: ski- I bridges in the teeming
Juarez,
star
Mexican
i
mati
ing and ice fishing: lolling uning Dei
der the sun on Arizona's des- dors will enter the ring
30
for
a
day
of
cape-t
twirling
ert or the beachehs of Texas
gag n
s i x bull& c h o s e n f o
Gulf Coast. Florida and Cali-;^ i ^
fornia; attending
foot ball ; m e i r f e r 0 C l t - v
j
bowl games or other top i n \ e w Mexico is celebra'
sporting events; seeing pa- ed the ancient holiday of 01
rades and glittering pageant- Christmas, or Twelfti; Nigr
r
>
jUan. 6», believed to ha\]
For auld lang svne. t h o u s - , b e e n the time the• Wise Mel
ands return year after year to * r n v e c l i n Bethlehem
ij
New York City for merrv- dians. costumed as buffaloes
'making at glittering Time S eagles or deer perform cer*
, Square or" elegant" Park Ave- i m o n u : ? 1 d™ces i! L maJJ-v o f *
,nue. In a spectacle of a n o t h e r ^ u e b , ° villages Pueblo gove
! « M . fireworks will be shhot \nors.are
^stalled on this da;
the white-mantled s u m m i t ' r e c e n ™ £ [heir ebony "can,
tfke's Peak by the AdAm- of authority , originally b
1
u
Club to thrill the people fstowed
" " ? 1 by*
\ President Abr;
h a n Lincoln
fclorado Springs and caPerfumed Thrills
jat the new U. . Air Force
^
There is the never-to-be
lemy 8,000 feet below. 0 r g
fO veaTs this hardv grouV , r °o!t !t ee nn ^ r ! ! ! °J P ^ u m e «
Climbed America's most ! ° £
^ ^ °[ P ^ u m e it
•QS peak to launch rock- California s sunshine at Pasa
ito the starlit sky on the dena's 74th annual Tourna
e of midnight to start ment of Roses. Tons of fresl
blossoms and hundreds oi
lew y<•ear.
(pretty girls will adorn the 6C
nter sports enthusiasts floats with the theme of
IJy jump for joy at Lake '"Memorable Moments".
A
I, New York, in the In- : few hours later the scene
mal Ski Jump competi-ishifts to the Rose Bowl in Artec. 30 on Olympic Hill;lroyo Seco, against a backdrop
ing and Queen of Win-'of the purple San Gabrie
II be crowned the day*mountains, where
100,000
•, Other delights here will watch the University oi
•bsledding and speed:Southern California Trojans.
£ races. Idaho's fabledIthe nation's No. 1 team, bat
aBey will be at its peak tie it out with second-ranked
ter gaiety
.University of Wisconsin, the
(Colorful Parade
(Big 10 champions
ting the year off with
The Shrine East-West foot
H o n g Mummers Pa-ball game (Dec. 29) has been
* E traditional as scrap-ia San Francisco traditior
'hiladelphia. Cares are;since 1924. Stars from some
id with peaeock-hued|30 colleges will play in Keza!
frivolity and satire:.Stadium, with this
year's
&,000 men will march'color and pageantry supplied
ggevent which dates'by the 4.000 colorfully cos5 J876.
Sequin-cos-j turned musicians of 50 marchiancers and caroling! ing bands.
|s ttrut to the music
Celebration starts a bit latec, saxophones and ter in the Golden Gate City's
spiels for the one mil-[fabled Chinatown, where the
<«*ors.
jYear of 4661 (lunar calendar)
fre is the season will be ushered in with fire(uwily commemorated crackers and fanfare on Jan.
•Virginia's Colonial 25. The festival is culminated
Iburg, with p a g e a n t r v o n Feb. 9 with a spectacular
ting. The Royal Gov-!Dragon Parade. The golden
leeeption will key- fire-breathing, block-long serOec. 31 festivities Pent weaves along Grant Aveie Gardens will b e n u e , accompanied by dancing
if bonfires, and there lions and Coats of" Oriental
jdisplay of Colonial splendor. Miss
Chinatown,
i 4 n addition
to USA. winner of a nationwide
the N e w Year's Eve beauty contest, reigns over
arty will headline the affair.
i-century comedies
•
Potomac
English
Ringers. Pinehurst.
j^Jorth Carolina's
resort country, saysi
$ew
Year
with,
jgoif champions tee'
fety links in a countture-decked with
Charles E.
White Dies,
Aged 60
K
Highwav Dept
WiH Pick I p
Christmas Trees
\
- •»*.
Schfeaeter dafai'Y
Asked m e
^ H
- -
UMX v. 1 • J n ^ l P Q B ^ t ^ P ^ W
-^
T
— - -• .-*••