Richard Nixon Presidential LibraryWhite House Special Files CollectionFolder List
Box Number Folder Number Document Date Document Type Document Description
53 21 10101962 Letter To Jack Pickett from HR Haldeman Regarding the William Warne paragraph in the California Farmer 1 page
53 21 nd Memo Note to DW from Bob Haldeman Regarding a note to Pickett Attached to previous 1 page
53 21 1061962 Newspaper Page 26 from the California Farmer Attached to previous 1 page
53 21 nd Other Document Envelope addressed to HRHaldeman from James Mills Orchard Company Attached to previous 1 page
53 21 nd Letter To Jack Pickett Editor of California Farmer Draft of RN letter thanking Pickett for the support 1 page
53 21 nd Letter To Jack Pickett Editor of California Farmer Draft of RN letter thanking Pickett for the support Copy Attached to previous 1 page Not scanned
Wednesday August 22 2007 Page 1 of 3
Box Number Folder Number Document Date Document Type Document Description
53 21 10131962 Letter To Ross Wurm from HR Haldeman Regarding the ordering of reprints fo the California Farmer Attached to previous 1 page
53 21 10131962 Letter To Jack Pickett editor of California Farmer from HR Haldeman Haldeman thanks Pickett for his support of the Nixon campaign 2 pages
53 21 06141962 Letter To Jack Pickett from HR Haldeman Thanking Pickett for clips from the California Farmer 1 page
53 21 06021962 Newspaper Page10 from the California Farmer with article that mentions RN Attached to previous 1 page
53 21 05191962 Newspaper Page 18 from California Farmer with an article titled Nixon Makes Stand On State Water Policy Attached to previous 1 page
53 21 nd Other Document Envelope addressed to Nixon for Governor Campaign Headquarters from California Farmer Attached to previous 1 page
53 21 06221962 Letter To Keith B Yetter director of sales for California Farmer from HR Haldeman Regarding advertising in California Farmer 1 page
Wednesday August 22 2007 Page 2 of 3
Box Number Folder Number Document Date Document Type Document Description
53 21 06201962 Letter To HR Haldeman from Keith Yetter Regarding advertising in California FarmerAttached to previous 1 page
53 21 nd Brochure California Farmer advertising rates and guidelines 1 page
53 21 nd Brochure California Farmers circulation by county 1 page
53 21 nd Brochure Press kit of the California Farmer Scanned cover only
Wednesday August 22 2007 Page 3 of 3
October 10 1962
Dear lackr
Al TUeh of the I Mill Orcbarda 1ft ilc_ City bai juet ant - bull copy of the OGteNyen 6th CALIJOIlIU rAIMII
be William Wme pararapb 18 ptfcelbullbullbullbull 1 t ve hHB rea4lba It to very_ who baa _ iDto office today t aDel _ aaure JOu tMre baa __ lauahter rlcoehet1Damp off the ausoua wll the at tS8e fDca va tate tM _dbullbullrter It 18 abao1utaly IrMt
I _rtab1 dldnt waat thit time to pabullbull without 1q a DOt of tbaka for all JOu and the CALUOUIA rAIIID have a aacI ar doiDa to help the eausa
Maa1 tbaaka I aDd bet ren bull
W1J1 WITH IIIXOI
Mr Jack T rUbtt CALDOIIIU rAlHlll 8 lte tnet San rrcuco S CAlifornia
1 Q -
BOB HALDEMAN
v --
~~shy-4 - ~6~ ~~r cltliiens The arethlnkingpast~ owrrspan
1Ddi1~~UIlampJjIrt of an edi- to that of thelr~and grand ~job iil~_~ into 1be mall chU6ren - shyhAmiddot~e~middot11YgTea+l~~~ - tif~~ns ~have f - middotf
=autsto~t~ bull ~ l We have a news release from
WIlliam Warne infOrm1ngU8 that Inthe IJIIUtyeu we have bad Willilim Warne has IJeen appointed
Jots otletters flOm~bentntothe FedenlWaterPollution Con tbeir70s80s and 9Os~ trol Mviisory BoardfO ~bull terri of ~ people IU4 ~pers They ithree years gt bullbull
stand upforwbat they believe I
bull
~l An old story popped up the ot1ler
day someh that ow ~med 1eRIWY~pproprilte at ~tiIne An d1~ Itfiet a llngeringillness) bull savings barely ctWered hospitaIatld doctor bills leaving nothing 1M funeral expenses Afriend attr
~Wt~w~~
w til middott-W~ JACKS
cio~~~~~~ fiVe ()1~ Cr
0 of Callforniamiddoti produc eflmgatlon~middot
RENToR~~~~t~~ bull Sprip~middotva~ bull Gat~middotgt -
~H~~~~yen~ 1DUJPIJlIlP8
Lo118erBhorUermreatale) I CO_pert ~enlJIleenng ~
CallY~ Rain for Reht braochmiddot for low rental rates
to bull
i4q~ftciarj
~ f f
f f f
sQlbyen~ayAaY ~ony $1lttt fiivlbamp-~Ih Wearily Iii said to a stranger Could yOu give
C me-a ltloUar to buryan editor
The magazine uH~ Events takes a pret~y dim YJew ofGOvemor Browns aritluneUc Brown claims a U$Q11l1dlY balanced bUdget AcshyCording to the ~ -1irtiCie there was a de~cit 01$187194000 for 1960-61 a deficit 01$132382000 in 1961-62 and for the budget year of 1962-63 there is a projected deficit of $92000000
Human Events claims that Brown claims a balanced budget by counting in money from bond issues which have been authorized but not yet sold
energy We wonder what chain of eventsJed to thisappoihtment but
it was a beautiful apt)Ointmentmiddot
DOnt get too fiushed with s~
Bill--tllreeyean is an awfullYl~ Ii fl- run
Dr Lorenz of Dinuba Tulare County asks middotif it isnt about time the Departmen~of4grieultunJ devel~a P9lYllD$tUrtect~ Or itmiddotthismiddot uddeily rfdicU1oU~
Ails DearOOc W~ do not know it it is rldic~s bqt~t certainly
is a titt1la~~idea - ~ ~
ltf1i 011
oampJi4middot )OJ1RampiU14 that uJe~hal fhejr ~bull tbtmiddot~_ ~~tt they WCMIld not _ toO~ln lighting for the futu~but bJees their hearts they
~ - - -
W8lneon ~ pollutloli~ SomEhOw middotthatsOud Ukeavery logicalmiddotapPG AS ~tIbent middot4rinspector we hope Warne 1hrowS himself fntothismiddot j01gtWith great
- - _
t
)
~ ~
1
j
- __ __i
After Five DeS) To
pa-u 1Itdt4 ()~ ~ HAMILTON CITY GLENN COUNTY CALIFORNIA
Mr H R Haldeman Campaign Mgr Nixon for Governor 3908 Wilshire Blvd Los Angeles 5 Calif
1
U lathl draft
Mr Jack r P1ckett Idit QALUOUU 83 StevenaOll Itnet Sao rranclaco 5 Cal1ionia
Deal MJ PiClkatt t
Bob Hal- howec1 your OCtobft 20th editorial which you so kindly _ent to Ida in advanebullbull
I do want you to mow how p-eatly all app1eoiata the upport provUed by the CALDOUU rAIMD an4 the lrhlp vh10h you 1OM1l have eurolaed in tak1Damp the tand )OU have Ior all you have done ancI ue doina to help UI in thi vitally important Campllfomla electlcm you have puscmal thanka
Wttb wam rearda aa4 all 1004 w1ahea
Sincerely
I
~
GoUt- 1S 1M2
har_l
Mt la of the let I 1aaYe J-t _ltta Ja 1obtt aM fa of die Ootober 20th t1tftial widell Ia natl _t Doe c 11 wnW be ftl_1e fft _ to npc fen atatftt4e of t1Ia iN to tIw CampIIA r~ At tile YfII1 teat 1 datu _ aIaR1d pc _ te 1 _ amp0
lton Ml1aMa of ~ _klT -
dan ill aplcN1tan1 _11
nur ndt n tatloD -rieta -n-Jhral fte pus- f tba CALUGIIDA r~ tal tIlU - lclal ltloa 1ft eM trat t1-Ia 108 W for_full to all of tile le 1 ottawa to tide 1a __
1ft11 --taot Jbullbull l-lUect aM _t 18 lMol_f
VB tmI ~
a I1JIr W sshybullbull0 Jlbull to Camp1unsa
- t
o1u
leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
I alAe -- tu I1da -ltJ Ie die 16 BI n of _ wiD tide aU _tea c- ta tUa J- bull __ of ataen til
aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
Box Number Folder Number Document Date Document Type Document Description
53 21 10131962 Letter To Ross Wurm from HR Haldeman Regarding the ordering of reprints fo the California Farmer Attached to previous 1 page
53 21 10131962 Letter To Jack Pickett editor of California Farmer from HR Haldeman Haldeman thanks Pickett for his support of the Nixon campaign 2 pages
53 21 06141962 Letter To Jack Pickett from HR Haldeman Thanking Pickett for clips from the California Farmer 1 page
53 21 06021962 Newspaper Page10 from the California Farmer with article that mentions RN Attached to previous 1 page
53 21 05191962 Newspaper Page 18 from California Farmer with an article titled Nixon Makes Stand On State Water Policy Attached to previous 1 page
53 21 nd Other Document Envelope addressed to Nixon for Governor Campaign Headquarters from California Farmer Attached to previous 1 page
53 21 06221962 Letter To Keith B Yetter director of sales for California Farmer from HR Haldeman Regarding advertising in California Farmer 1 page
Wednesday August 22 2007 Page 2 of 3
Box Number Folder Number Document Date Document Type Document Description
53 21 06201962 Letter To HR Haldeman from Keith Yetter Regarding advertising in California FarmerAttached to previous 1 page
53 21 nd Brochure California Farmer advertising rates and guidelines 1 page
53 21 nd Brochure California Farmers circulation by county 1 page
53 21 nd Brochure Press kit of the California Farmer Scanned cover only
Wednesday August 22 2007 Page 3 of 3
October 10 1962
Dear lackr
Al TUeh of the I Mill Orcbarda 1ft ilc_ City bai juet ant - bull copy of the OGteNyen 6th CALIJOIlIU rAIMII
be William Wme pararapb 18 ptfcelbullbullbullbull 1 t ve hHB rea4lba It to very_ who baa _ iDto office today t aDel _ aaure JOu tMre baa __ lauahter rlcoehet1Damp off the ausoua wll the at tS8e fDca va tate tM _dbullbullrter It 18 abao1utaly IrMt
I _rtab1 dldnt waat thit time to pabullbull without 1q a DOt of tbaka for all JOu and the CALUOUIA rAIIID have a aacI ar doiDa to help the eausa
Maa1 tbaaka I aDd bet ren bull
W1J1 WITH IIIXOI
Mr Jack T rUbtt CALDOIIIU rAlHlll 8 lte tnet San rrcuco S CAlifornia
1 Q -
BOB HALDEMAN
v --
~~shy-4 - ~6~ ~~r cltliiens The arethlnkingpast~ owrrspan
1Ddi1~~UIlampJjIrt of an edi- to that of thelr~and grand ~job iil~_~ into 1be mall chU6ren - shyhAmiddot~e~middot11YgTea+l~~~ - tif~~ns ~have f - middotf
=autsto~t~ bull ~ l We have a news release from
WIlliam Warne infOrm1ngU8 that Inthe IJIIUtyeu we have bad Willilim Warne has IJeen appointed
Jots otletters flOm~bentntothe FedenlWaterPollution Con tbeir70s80s and 9Os~ trol Mviisory BoardfO ~bull terri of ~ people IU4 ~pers They ithree years gt bullbull
stand upforwbat they believe I
bull
~l An old story popped up the ot1ler
day someh that ow ~med 1eRIWY~pproprilte at ~tiIne An d1~ Itfiet a llngeringillness) bull savings barely ctWered hospitaIatld doctor bills leaving nothing 1M funeral expenses Afriend attr
~Wt~w~~
w til middott-W~ JACKS
cio~~~~~~ fiVe ()1~ Cr
0 of Callforniamiddoti produc eflmgatlon~middot
RENToR~~~~t~~ bull Sprip~middotva~ bull Gat~middotgt -
~H~~~~yen~ 1DUJPIJlIlP8
Lo118erBhorUermreatale) I CO_pert ~enlJIleenng ~
CallY~ Rain for Reht braochmiddot for low rental rates
to bull
i4q~ftciarj
~ f f
f f f
sQlbyen~ayAaY ~ony $1lttt fiivlbamp-~Ih Wearily Iii said to a stranger Could yOu give
C me-a ltloUar to buryan editor
The magazine uH~ Events takes a pret~y dim YJew ofGOvemor Browns aritluneUc Brown claims a U$Q11l1dlY balanced bUdget AcshyCording to the ~ -1irtiCie there was a de~cit 01$187194000 for 1960-61 a deficit 01$132382000 in 1961-62 and for the budget year of 1962-63 there is a projected deficit of $92000000
Human Events claims that Brown claims a balanced budget by counting in money from bond issues which have been authorized but not yet sold
energy We wonder what chain of eventsJed to thisappoihtment but
it was a beautiful apt)Ointmentmiddot
DOnt get too fiushed with s~
Bill--tllreeyean is an awfullYl~ Ii fl- run
Dr Lorenz of Dinuba Tulare County asks middotif it isnt about time the Departmen~of4grieultunJ devel~a P9lYllD$tUrtect~ Or itmiddotthismiddot uddeily rfdicU1oU~
Ails DearOOc W~ do not know it it is rldic~s bqt~t certainly
is a titt1la~~idea - ~ ~
ltf1i 011
oampJi4middot )OJ1RampiU14 that uJe~hal fhejr ~bull tbtmiddot~_ ~~tt they WCMIld not _ toO~ln lighting for the futu~but bJees their hearts they
~ - - -
W8lneon ~ pollutloli~ SomEhOw middotthatsOud Ukeavery logicalmiddotapPG AS ~tIbent middot4rinspector we hope Warne 1hrowS himself fntothismiddot j01gtWith great
- - _
t
)
~ ~
1
j
- __ __i
After Five DeS) To
pa-u 1Itdt4 ()~ ~ HAMILTON CITY GLENN COUNTY CALIFORNIA
Mr H R Haldeman Campaign Mgr Nixon for Governor 3908 Wilshire Blvd Los Angeles 5 Calif
1
U lathl draft
Mr Jack r P1ckett Idit QALUOUU 83 StevenaOll Itnet Sao rranclaco 5 Cal1ionia
Deal MJ PiClkatt t
Bob Hal- howec1 your OCtobft 20th editorial which you so kindly _ent to Ida in advanebullbull
I do want you to mow how p-eatly all app1eoiata the upport provUed by the CALDOUU rAIMD an4 the lrhlp vh10h you 1OM1l have eurolaed in tak1Damp the tand )OU have Ior all you have done ancI ue doina to help UI in thi vitally important Campllfomla electlcm you have puscmal thanka
Wttb wam rearda aa4 all 1004 w1ahea
Sincerely
I
~
GoUt- 1S 1M2
har_l
Mt la of the let I 1aaYe J-t _ltta Ja 1obtt aM fa of die Ootober 20th t1tftial widell Ia natl _t Doe c 11 wnW be ftl_1e fft _ to npc fen atatftt4e of t1Ia iN to tIw CampIIA r~ At tile YfII1 teat 1 datu _ aIaR1d pc _ te 1 _ amp0
lton Ml1aMa of ~ _klT -
dan ill aplcN1tan1 _11
nur ndt n tatloD -rieta -n-Jhral fte pus- f tba CALUGIIDA r~ tal tIlU - lclal ltloa 1ft eM trat t1-Ia 108 W for_full to all of tile le 1 ottawa to tide 1a __
1ft11 --taot Jbullbull l-lUect aM _t 18 lMol_f
VB tmI ~
a I1JIr W sshybullbull0 Jlbull to Camp1unsa
- t
o1u
leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
I alAe -- tu I1da -ltJ Ie die 16 BI n of _ wiD tide aU _tea c- ta tUa J- bull __ of ataen til
aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
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CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
Box Number Folder Number Document Date Document Type Document Description
53 21 06201962 Letter To HR Haldeman from Keith Yetter Regarding advertising in California FarmerAttached to previous 1 page
53 21 nd Brochure California Farmer advertising rates and guidelines 1 page
53 21 nd Brochure California Farmers circulation by county 1 page
53 21 nd Brochure Press kit of the California Farmer Scanned cover only
Wednesday August 22 2007 Page 3 of 3
October 10 1962
Dear lackr
Al TUeh of the I Mill Orcbarda 1ft ilc_ City bai juet ant - bull copy of the OGteNyen 6th CALIJOIlIU rAIMII
be William Wme pararapb 18 ptfcelbullbullbullbull 1 t ve hHB rea4lba It to very_ who baa _ iDto office today t aDel _ aaure JOu tMre baa __ lauahter rlcoehet1Damp off the ausoua wll the at tS8e fDca va tate tM _dbullbullrter It 18 abao1utaly IrMt
I _rtab1 dldnt waat thit time to pabullbull without 1q a DOt of tbaka for all JOu and the CALUOUIA rAIIID have a aacI ar doiDa to help the eausa
Maa1 tbaaka I aDd bet ren bull
W1J1 WITH IIIXOI
Mr Jack T rUbtt CALDOIIIU rAlHlll 8 lte tnet San rrcuco S CAlifornia
1 Q -
BOB HALDEMAN
v --
~~shy-4 - ~6~ ~~r cltliiens The arethlnkingpast~ owrrspan
1Ddi1~~UIlampJjIrt of an edi- to that of thelr~and grand ~job iil~_~ into 1be mall chU6ren - shyhAmiddot~e~middot11YgTea+l~~~ - tif~~ns ~have f - middotf
=autsto~t~ bull ~ l We have a news release from
WIlliam Warne infOrm1ngU8 that Inthe IJIIUtyeu we have bad Willilim Warne has IJeen appointed
Jots otletters flOm~bentntothe FedenlWaterPollution Con tbeir70s80s and 9Os~ trol Mviisory BoardfO ~bull terri of ~ people IU4 ~pers They ithree years gt bullbull
stand upforwbat they believe I
bull
~l An old story popped up the ot1ler
day someh that ow ~med 1eRIWY~pproprilte at ~tiIne An d1~ Itfiet a llngeringillness) bull savings barely ctWered hospitaIatld doctor bills leaving nothing 1M funeral expenses Afriend attr
~Wt~w~~
w til middott-W~ JACKS
cio~~~~~~ fiVe ()1~ Cr
0 of Callforniamiddoti produc eflmgatlon~middot
RENToR~~~~t~~ bull Sprip~middotva~ bull Gat~middotgt -
~H~~~~yen~ 1DUJPIJlIlP8
Lo118erBhorUermreatale) I CO_pert ~enlJIleenng ~
CallY~ Rain for Reht braochmiddot for low rental rates
to bull
i4q~ftciarj
~ f f
f f f
sQlbyen~ayAaY ~ony $1lttt fiivlbamp-~Ih Wearily Iii said to a stranger Could yOu give
C me-a ltloUar to buryan editor
The magazine uH~ Events takes a pret~y dim YJew ofGOvemor Browns aritluneUc Brown claims a U$Q11l1dlY balanced bUdget AcshyCording to the ~ -1irtiCie there was a de~cit 01$187194000 for 1960-61 a deficit 01$132382000 in 1961-62 and for the budget year of 1962-63 there is a projected deficit of $92000000
Human Events claims that Brown claims a balanced budget by counting in money from bond issues which have been authorized but not yet sold
energy We wonder what chain of eventsJed to thisappoihtment but
it was a beautiful apt)Ointmentmiddot
DOnt get too fiushed with s~
Bill--tllreeyean is an awfullYl~ Ii fl- run
Dr Lorenz of Dinuba Tulare County asks middotif it isnt about time the Departmen~of4grieultunJ devel~a P9lYllD$tUrtect~ Or itmiddotthismiddot uddeily rfdicU1oU~
Ails DearOOc W~ do not know it it is rldic~s bqt~t certainly
is a titt1la~~idea - ~ ~
ltf1i 011
oampJi4middot )OJ1RampiU14 that uJe~hal fhejr ~bull tbtmiddot~_ ~~tt they WCMIld not _ toO~ln lighting for the futu~but bJees their hearts they
~ - - -
W8lneon ~ pollutloli~ SomEhOw middotthatsOud Ukeavery logicalmiddotapPG AS ~tIbent middot4rinspector we hope Warne 1hrowS himself fntothismiddot j01gtWith great
- - _
t
)
~ ~
1
j
- __ __i
After Five DeS) To
pa-u 1Itdt4 ()~ ~ HAMILTON CITY GLENN COUNTY CALIFORNIA
Mr H R Haldeman Campaign Mgr Nixon for Governor 3908 Wilshire Blvd Los Angeles 5 Calif
1
U lathl draft
Mr Jack r P1ckett Idit QALUOUU 83 StevenaOll Itnet Sao rranclaco 5 Cal1ionia
Deal MJ PiClkatt t
Bob Hal- howec1 your OCtobft 20th editorial which you so kindly _ent to Ida in advanebullbull
I do want you to mow how p-eatly all app1eoiata the upport provUed by the CALDOUU rAIMD an4 the lrhlp vh10h you 1OM1l have eurolaed in tak1Damp the tand )OU have Ior all you have done ancI ue doina to help UI in thi vitally important Campllfomla electlcm you have puscmal thanka
Wttb wam rearda aa4 all 1004 w1ahea
Sincerely
I
~
GoUt- 1S 1M2
har_l
Mt la of the let I 1aaYe J-t _ltta Ja 1obtt aM fa of die Ootober 20th t1tftial widell Ia natl _t Doe c 11 wnW be ftl_1e fft _ to npc fen atatftt4e of t1Ia iN to tIw CampIIA r~ At tile YfII1 teat 1 datu _ aIaR1d pc _ te 1 _ amp0
lton Ml1aMa of ~ _klT -
dan ill aplcN1tan1 _11
nur ndt n tatloD -rieta -n-Jhral fte pus- f tba CALUGIIDA r~ tal tIlU - lclal ltloa 1ft eM trat t1-Ia 108 W for_full to all of tile le 1 ottawa to tide 1a __
1ft11 --taot Jbullbull l-lUect aM _t 18 lMol_f
VB tmI ~
a I1JIr W sshybullbull0 Jlbull to Camp1unsa
- t
o1u
leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
I alAe -- tu I1da -ltJ Ie die 16 BI n of _ wiD tide aU _tea c- ta tUa J- bull __ of ataen til
aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
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CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
October 10 1962
Dear lackr
Al TUeh of the I Mill Orcbarda 1ft ilc_ City bai juet ant - bull copy of the OGteNyen 6th CALIJOIlIU rAIMII
be William Wme pararapb 18 ptfcelbullbullbullbull 1 t ve hHB rea4lba It to very_ who baa _ iDto office today t aDel _ aaure JOu tMre baa __ lauahter rlcoehet1Damp off the ausoua wll the at tS8e fDca va tate tM _dbullbullrter It 18 abao1utaly IrMt
I _rtab1 dldnt waat thit time to pabullbull without 1q a DOt of tbaka for all JOu and the CALUOUIA rAIIID have a aacI ar doiDa to help the eausa
Maa1 tbaaka I aDd bet ren bull
W1J1 WITH IIIXOI
Mr Jack T rUbtt CALDOIIIU rAlHlll 8 lte tnet San rrcuco S CAlifornia
1 Q -
BOB HALDEMAN
v --
~~shy-4 - ~6~ ~~r cltliiens The arethlnkingpast~ owrrspan
1Ddi1~~UIlampJjIrt of an edi- to that of thelr~and grand ~job iil~_~ into 1be mall chU6ren - shyhAmiddot~e~middot11YgTea+l~~~ - tif~~ns ~have f - middotf
=autsto~t~ bull ~ l We have a news release from
WIlliam Warne infOrm1ngU8 that Inthe IJIIUtyeu we have bad Willilim Warne has IJeen appointed
Jots otletters flOm~bentntothe FedenlWaterPollution Con tbeir70s80s and 9Os~ trol Mviisory BoardfO ~bull terri of ~ people IU4 ~pers They ithree years gt bullbull
stand upforwbat they believe I
bull
~l An old story popped up the ot1ler
day someh that ow ~med 1eRIWY~pproprilte at ~tiIne An d1~ Itfiet a llngeringillness) bull savings barely ctWered hospitaIatld doctor bills leaving nothing 1M funeral expenses Afriend attr
~Wt~w~~
w til middott-W~ JACKS
cio~~~~~~ fiVe ()1~ Cr
0 of Callforniamiddoti produc eflmgatlon~middot
RENToR~~~~t~~ bull Sprip~middotva~ bull Gat~middotgt -
~H~~~~yen~ 1DUJPIJlIlP8
Lo118erBhorUermreatale) I CO_pert ~enlJIleenng ~
CallY~ Rain for Reht braochmiddot for low rental rates
to bull
i4q~ftciarj
~ f f
f f f
sQlbyen~ayAaY ~ony $1lttt fiivlbamp-~Ih Wearily Iii said to a stranger Could yOu give
C me-a ltloUar to buryan editor
The magazine uH~ Events takes a pret~y dim YJew ofGOvemor Browns aritluneUc Brown claims a U$Q11l1dlY balanced bUdget AcshyCording to the ~ -1irtiCie there was a de~cit 01$187194000 for 1960-61 a deficit 01$132382000 in 1961-62 and for the budget year of 1962-63 there is a projected deficit of $92000000
Human Events claims that Brown claims a balanced budget by counting in money from bond issues which have been authorized but not yet sold
energy We wonder what chain of eventsJed to thisappoihtment but
it was a beautiful apt)Ointmentmiddot
DOnt get too fiushed with s~
Bill--tllreeyean is an awfullYl~ Ii fl- run
Dr Lorenz of Dinuba Tulare County asks middotif it isnt about time the Departmen~of4grieultunJ devel~a P9lYllD$tUrtect~ Or itmiddotthismiddot uddeily rfdicU1oU~
Ails DearOOc W~ do not know it it is rldic~s bqt~t certainly
is a titt1la~~idea - ~ ~
ltf1i 011
oampJi4middot )OJ1RampiU14 that uJe~hal fhejr ~bull tbtmiddot~_ ~~tt they WCMIld not _ toO~ln lighting for the futu~but bJees their hearts they
~ - - -
W8lneon ~ pollutloli~ SomEhOw middotthatsOud Ukeavery logicalmiddotapPG AS ~tIbent middot4rinspector we hope Warne 1hrowS himself fntothismiddot j01gtWith great
- - _
t
)
~ ~
1
j
- __ __i
After Five DeS) To
pa-u 1Itdt4 ()~ ~ HAMILTON CITY GLENN COUNTY CALIFORNIA
Mr H R Haldeman Campaign Mgr Nixon for Governor 3908 Wilshire Blvd Los Angeles 5 Calif
1
U lathl draft
Mr Jack r P1ckett Idit QALUOUU 83 StevenaOll Itnet Sao rranclaco 5 Cal1ionia
Deal MJ PiClkatt t
Bob Hal- howec1 your OCtobft 20th editorial which you so kindly _ent to Ida in advanebullbull
I do want you to mow how p-eatly all app1eoiata the upport provUed by the CALDOUU rAIMD an4 the lrhlp vh10h you 1OM1l have eurolaed in tak1Damp the tand )OU have Ior all you have done ancI ue doina to help UI in thi vitally important Campllfomla electlcm you have puscmal thanka
Wttb wam rearda aa4 all 1004 w1ahea
Sincerely
I
~
GoUt- 1S 1M2
har_l
Mt la of the let I 1aaYe J-t _ltta Ja 1obtt aM fa of die Ootober 20th t1tftial widell Ia natl _t Doe c 11 wnW be ftl_1e fft _ to npc fen atatftt4e of t1Ia iN to tIw CampIIA r~ At tile YfII1 teat 1 datu _ aIaR1d pc _ te 1 _ amp0
lton Ml1aMa of ~ _klT -
dan ill aplcN1tan1 _11
nur ndt n tatloD -rieta -n-Jhral fte pus- f tba CALUGIIDA r~ tal tIlU - lclal ltloa 1ft eM trat t1-Ia 108 W for_full to all of tile le 1 ottawa to tide 1a __
1ft11 --taot Jbullbull l-lUect aM _t 18 lMol_f
VB tmI ~
a I1JIr W sshybullbull0 Jlbull to Camp1unsa
- t
o1u
leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
I alAe -- tu I1da -ltJ Ie die 16 BI n of _ wiD tide aU _tea c- ta tUa J- bull __ of ataen til
aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
BOB HALDEMAN
v --
~~shy-4 - ~6~ ~~r cltliiens The arethlnkingpast~ owrrspan
1Ddi1~~UIlampJjIrt of an edi- to that of thelr~and grand ~job iil~_~ into 1be mall chU6ren - shyhAmiddot~e~middot11YgTea+l~~~ - tif~~ns ~have f - middotf
=autsto~t~ bull ~ l We have a news release from
WIlliam Warne infOrm1ngU8 that Inthe IJIIUtyeu we have bad Willilim Warne has IJeen appointed
Jots otletters flOm~bentntothe FedenlWaterPollution Con tbeir70s80s and 9Os~ trol Mviisory BoardfO ~bull terri of ~ people IU4 ~pers They ithree years gt bullbull
stand upforwbat they believe I
bull
~l An old story popped up the ot1ler
day someh that ow ~med 1eRIWY~pproprilte at ~tiIne An d1~ Itfiet a llngeringillness) bull savings barely ctWered hospitaIatld doctor bills leaving nothing 1M funeral expenses Afriend attr
~Wt~w~~
w til middott-W~ JACKS
cio~~~~~~ fiVe ()1~ Cr
0 of Callforniamiddoti produc eflmgatlon~middot
RENToR~~~~t~~ bull Sprip~middotva~ bull Gat~middotgt -
~H~~~~yen~ 1DUJPIJlIlP8
Lo118erBhorUermreatale) I CO_pert ~enlJIleenng ~
CallY~ Rain for Reht braochmiddot for low rental rates
to bull
i4q~ftciarj
~ f f
f f f
sQlbyen~ayAaY ~ony $1lttt fiivlbamp-~Ih Wearily Iii said to a stranger Could yOu give
C me-a ltloUar to buryan editor
The magazine uH~ Events takes a pret~y dim YJew ofGOvemor Browns aritluneUc Brown claims a U$Q11l1dlY balanced bUdget AcshyCording to the ~ -1irtiCie there was a de~cit 01$187194000 for 1960-61 a deficit 01$132382000 in 1961-62 and for the budget year of 1962-63 there is a projected deficit of $92000000
Human Events claims that Brown claims a balanced budget by counting in money from bond issues which have been authorized but not yet sold
energy We wonder what chain of eventsJed to thisappoihtment but
it was a beautiful apt)Ointmentmiddot
DOnt get too fiushed with s~
Bill--tllreeyean is an awfullYl~ Ii fl- run
Dr Lorenz of Dinuba Tulare County asks middotif it isnt about time the Departmen~of4grieultunJ devel~a P9lYllD$tUrtect~ Or itmiddotthismiddot uddeily rfdicU1oU~
Ails DearOOc W~ do not know it it is rldic~s bqt~t certainly
is a titt1la~~idea - ~ ~
ltf1i 011
oampJi4middot )OJ1RampiU14 that uJe~hal fhejr ~bull tbtmiddot~_ ~~tt they WCMIld not _ toO~ln lighting for the futu~but bJees their hearts they
~ - - -
W8lneon ~ pollutloli~ SomEhOw middotthatsOud Ukeavery logicalmiddotapPG AS ~tIbent middot4rinspector we hope Warne 1hrowS himself fntothismiddot j01gtWith great
- - _
t
)
~ ~
1
j
- __ __i
After Five DeS) To
pa-u 1Itdt4 ()~ ~ HAMILTON CITY GLENN COUNTY CALIFORNIA
Mr H R Haldeman Campaign Mgr Nixon for Governor 3908 Wilshire Blvd Los Angeles 5 Calif
1
U lathl draft
Mr Jack r P1ckett Idit QALUOUU 83 StevenaOll Itnet Sao rranclaco 5 Cal1ionia
Deal MJ PiClkatt t
Bob Hal- howec1 your OCtobft 20th editorial which you so kindly _ent to Ida in advanebullbull
I do want you to mow how p-eatly all app1eoiata the upport provUed by the CALDOUU rAIMD an4 the lrhlp vh10h you 1OM1l have eurolaed in tak1Damp the tand )OU have Ior all you have done ancI ue doina to help UI in thi vitally important Campllfomla electlcm you have puscmal thanka
Wttb wam rearda aa4 all 1004 w1ahea
Sincerely
I
~
GoUt- 1S 1M2
har_l
Mt la of the let I 1aaYe J-t _ltta Ja 1obtt aM fa of die Ootober 20th t1tftial widell Ia natl _t Doe c 11 wnW be ftl_1e fft _ to npc fen atatftt4e of t1Ia iN to tIw CampIIA r~ At tile YfII1 teat 1 datu _ aIaR1d pc _ te 1 _ amp0
lton Ml1aMa of ~ _klT -
dan ill aplcN1tan1 _11
nur ndt n tatloD -rieta -n-Jhral fte pus- f tba CALUGIIDA r~ tal tIlU - lclal ltloa 1ft eM trat t1-Ia 108 W for_full to all of tile le 1 ottawa to tide 1a __
1ft11 --taot Jbullbull l-lUect aM _t 18 lMol_f
VB tmI ~
a I1JIr W sshybullbull0 Jlbull to Camp1unsa
- t
o1u
leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
I alAe -- tu I1da -ltJ Ie die 16 BI n of _ wiD tide aU _tea c- ta tUa J- bull __ of ataen til
aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
v --
~~shy-4 - ~6~ ~~r cltliiens The arethlnkingpast~ owrrspan
1Ddi1~~UIlampJjIrt of an edi- to that of thelr~and grand ~job iil~_~ into 1be mall chU6ren - shyhAmiddot~e~middot11YgTea+l~~~ - tif~~ns ~have f - middotf
=autsto~t~ bull ~ l We have a news release from
WIlliam Warne infOrm1ngU8 that Inthe IJIIUtyeu we have bad Willilim Warne has IJeen appointed
Jots otletters flOm~bentntothe FedenlWaterPollution Con tbeir70s80s and 9Os~ trol Mviisory BoardfO ~bull terri of ~ people IU4 ~pers They ithree years gt bullbull
stand upforwbat they believe I
bull
~l An old story popped up the ot1ler
day someh that ow ~med 1eRIWY~pproprilte at ~tiIne An d1~ Itfiet a llngeringillness) bull savings barely ctWered hospitaIatld doctor bills leaving nothing 1M funeral expenses Afriend attr
~Wt~w~~
w til middott-W~ JACKS
cio~~~~~~ fiVe ()1~ Cr
0 of Callforniamiddoti produc eflmgatlon~middot
RENToR~~~~t~~ bull Sprip~middotva~ bull Gat~middotgt -
~H~~~~yen~ 1DUJPIJlIlP8
Lo118erBhorUermreatale) I CO_pert ~enlJIleenng ~
CallY~ Rain for Reht braochmiddot for low rental rates
to bull
i4q~ftciarj
~ f f
f f f
sQlbyen~ayAaY ~ony $1lttt fiivlbamp-~Ih Wearily Iii said to a stranger Could yOu give
C me-a ltloUar to buryan editor
The magazine uH~ Events takes a pret~y dim YJew ofGOvemor Browns aritluneUc Brown claims a U$Q11l1dlY balanced bUdget AcshyCording to the ~ -1irtiCie there was a de~cit 01$187194000 for 1960-61 a deficit 01$132382000 in 1961-62 and for the budget year of 1962-63 there is a projected deficit of $92000000
Human Events claims that Brown claims a balanced budget by counting in money from bond issues which have been authorized but not yet sold
energy We wonder what chain of eventsJed to thisappoihtment but
it was a beautiful apt)Ointmentmiddot
DOnt get too fiushed with s~
Bill--tllreeyean is an awfullYl~ Ii fl- run
Dr Lorenz of Dinuba Tulare County asks middotif it isnt about time the Departmen~of4grieultunJ devel~a P9lYllD$tUrtect~ Or itmiddotthismiddot uddeily rfdicU1oU~
Ails DearOOc W~ do not know it it is rldic~s bqt~t certainly
is a titt1la~~idea - ~ ~
ltf1i 011
oampJi4middot )OJ1RampiU14 that uJe~hal fhejr ~bull tbtmiddot~_ ~~tt they WCMIld not _ toO~ln lighting for the futu~but bJees their hearts they
~ - - -
W8lneon ~ pollutloli~ SomEhOw middotthatsOud Ukeavery logicalmiddotapPG AS ~tIbent middot4rinspector we hope Warne 1hrowS himself fntothismiddot j01gtWith great
- - _
t
)
~ ~
1
j
- __ __i
After Five DeS) To
pa-u 1Itdt4 ()~ ~ HAMILTON CITY GLENN COUNTY CALIFORNIA
Mr H R Haldeman Campaign Mgr Nixon for Governor 3908 Wilshire Blvd Los Angeles 5 Calif
1
U lathl draft
Mr Jack r P1ckett Idit QALUOUU 83 StevenaOll Itnet Sao rranclaco 5 Cal1ionia
Deal MJ PiClkatt t
Bob Hal- howec1 your OCtobft 20th editorial which you so kindly _ent to Ida in advanebullbull
I do want you to mow how p-eatly all app1eoiata the upport provUed by the CALDOUU rAIMD an4 the lrhlp vh10h you 1OM1l have eurolaed in tak1Damp the tand )OU have Ior all you have done ancI ue doina to help UI in thi vitally important Campllfomla electlcm you have puscmal thanka
Wttb wam rearda aa4 all 1004 w1ahea
Sincerely
I
~
GoUt- 1S 1M2
har_l
Mt la of the let I 1aaYe J-t _ltta Ja 1obtt aM fa of die Ootober 20th t1tftial widell Ia natl _t Doe c 11 wnW be ftl_1e fft _ to npc fen atatftt4e of t1Ia iN to tIw CampIIA r~ At tile YfII1 teat 1 datu _ aIaR1d pc _ te 1 _ amp0
lton Ml1aMa of ~ _klT -
dan ill aplcN1tan1 _11
nur ndt n tatloD -rieta -n-Jhral fte pus- f tba CALUGIIDA r~ tal tIlU - lclal ltloa 1ft eM trat t1-Ia 108 W for_full to all of tile le 1 ottawa to tide 1a __
1ft11 --taot Jbullbull l-lUect aM _t 18 lMol_f
VB tmI ~
a I1JIr W sshybullbull0 Jlbull to Camp1unsa
- t
o1u
leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
I alAe -- tu I1da -ltJ Ie die 16 BI n of _ wiD tide aU _tea c- ta tUa J- bull __ of ataen til
aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
After Five DeS) To
pa-u 1Itdt4 ()~ ~ HAMILTON CITY GLENN COUNTY CALIFORNIA
Mr H R Haldeman Campaign Mgr Nixon for Governor 3908 Wilshire Blvd Los Angeles 5 Calif
1
U lathl draft
Mr Jack r P1ckett Idit QALUOUU 83 StevenaOll Itnet Sao rranclaco 5 Cal1ionia
Deal MJ PiClkatt t
Bob Hal- howec1 your OCtobft 20th editorial which you so kindly _ent to Ida in advanebullbull
I do want you to mow how p-eatly all app1eoiata the upport provUed by the CALDOUU rAIMD an4 the lrhlp vh10h you 1OM1l have eurolaed in tak1Damp the tand )OU have Ior all you have done ancI ue doina to help UI in thi vitally important Campllfomla electlcm you have puscmal thanka
Wttb wam rearda aa4 all 1004 w1ahea
Sincerely
I
~
GoUt- 1S 1M2
har_l
Mt la of the let I 1aaYe J-t _ltta Ja 1obtt aM fa of die Ootober 20th t1tftial widell Ia natl _t Doe c 11 wnW be ftl_1e fft _ to npc fen atatftt4e of t1Ia iN to tIw CampIIA r~ At tile YfII1 teat 1 datu _ aIaR1d pc _ te 1 _ amp0
lton Ml1aMa of ~ _klT -
dan ill aplcN1tan1 _11
nur ndt n tatloD -rieta -n-Jhral fte pus- f tba CALUGIIDA r~ tal tIlU - lclal ltloa 1ft eM trat t1-Ia 108 W for_full to all of tile le 1 ottawa to tide 1a __
1ft11 --taot Jbullbull l-lUect aM _t 18 lMol_f
VB tmI ~
a I1JIr W sshybullbull0 Jlbull to Camp1unsa
- t
o1u
leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
I alAe -- tu I1da -ltJ Ie die 16 BI n of _ wiD tide aU _tea c- ta tUa J- bull __ of ataen til
aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
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1
U lathl draft
Mr Jack r P1ckett Idit QALUOUU 83 StevenaOll Itnet Sao rranclaco 5 Cal1ionia
Deal MJ PiClkatt t
Bob Hal- howec1 your OCtobft 20th editorial which you so kindly _ent to Ida in advanebullbull
I do want you to mow how p-eatly all app1eoiata the upport provUed by the CALDOUU rAIMD an4 the lrhlp vh10h you 1OM1l have eurolaed in tak1Damp the tand )OU have Ior all you have done ancI ue doina to help UI in thi vitally important Campllfomla electlcm you have puscmal thanka
Wttb wam rearda aa4 all 1004 w1ahea
Sincerely
I
~
GoUt- 1S 1M2
har_l
Mt la of the let I 1aaYe J-t _ltta Ja 1obtt aM fa of die Ootober 20th t1tftial widell Ia natl _t Doe c 11 wnW be ftl_1e fft _ to npc fen atatftt4e of t1Ia iN to tIw CampIIA r~ At tile YfII1 teat 1 datu _ aIaR1d pc _ te 1 _ amp0
lton Ml1aMa of ~ _klT -
dan ill aplcN1tan1 _11
nur ndt n tatloD -rieta -n-Jhral fte pus- f tba CALUGIIDA r~ tal tIlU - lclal ltloa 1ft eM trat t1-Ia 108 W for_full to all of tile le 1 ottawa to tide 1a __
1ft11 --taot Jbullbull l-lUect aM _t 18 lMol_f
VB tmI ~
a I1JIr W sshybullbull0 Jlbull to Camp1unsa
- t
o1u
leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
I alAe -- tu I1da -ltJ Ie die 16 BI n of _ wiD tide aU _tea c- ta tUa J- bull __ of ataen til
aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
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Mt la of the let I 1aaYe J-t _ltta Ja 1obtt aM fa of die Ootober 20th t1tftial widell Ia natl _t Doe c 11 wnW be ftl_1e fft _ to npc fen atatftt4e of t1Ia iN to tIw CampIIA r~ At tile YfII1 teat 1 datu _ aIaR1d pc _ te 1 _ amp0
lton Ml1aMa of ~ _klT -
dan ill aplcN1tan1 _11
nur ndt n tatloD -rieta -n-Jhral fte pus- f tba CALUGIIDA r~ tal tIlU - lclal ltloa 1ft eM trat t1-Ia 108 W for_full to all of tile le 1 ottawa to tide 1a __
1ft11 --taot Jbullbull l-lUect aM _t 18 lMol_f
VB tmI ~
a I1JIr W sshybullbull0 Jlbull to Camp1unsa
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leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
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aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
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I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
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III Z tshy
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leN to H7 - an 4elfPte1l dial 10 of pupilla to ta leo for 1162
1ft1oul17 ampM peitt taka 1a thla vital11 ~t el_t1Ga la o 11Idch I --17 feel w111 be of peat atp1f1eaace fa the oR_ 1 9U7 eeiate iDa tile OatoNs 20th edltorla1 will tala1 IJIi1IIa it co 1J1ek attet10ll i I bullbull1ately
1 tldak wIll that tile tide hibullbullbull stNDlly ill ebb ell palp OIl Octo tt tile tw 1daCU tIIer Jo1at app fa rncil t _l1eft eut_ 1 la _uk but middot1t _neJal DOW that the fa f ~ will be aiAlltr_lJ peata t 870f 4u
Your npport CNtataadilla _thCNI of pso-tlaa it to t=bullbulln Sa ewtalal7 - shy_n tMa bull ~ f aDd anat17 a_facl all f are i_UtI t1da
I _ JC wU1 amp laavlaa t __ I I lls autic atep for tM CALDOIIIIA DIMII I bel JOG perbull _t w1uable anvice to 1a UriIIa
(2) Ul962
I alAe -- tu I1da -ltJ Ie die 16 BI n of _ wiD tide aU _tea c- ta tUa J- bull __ of ataen til
aabullbulld ad laquo wi
bull 117
1fI JMklJ ~tt itft Oamp~ shyIS bullbullbull knee _ 1Ho Caluda
8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
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8 I _ aosa to _ to IIt UUtty of raquogttaia _ tata f 10t1l Mlterial 1ft _ dill 811 middot s-
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JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
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Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
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I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
J
JuDe 14 1962
May tbalIJq for the cliYp ampOIl Ha 19th Jae 1Dc1it_
1 lally lOtH Iou 1e bull f tbe 1 of the ts
DatI ohosoe data wUl he I bull tIae _jorlty f wun will the viM tee I wuld he that _t -1 the Cud14ate t INt ouy low w111 )OU uppls4 tddl bull t 1 of _tuial wlWd will hal Camp11fonu the w1H bolee
al naua Mt vUMbullbull
1aeenl
B I Waa
Itr Jack PteUtt Camp1Uonda r 83 IttrNIlIOIl ltdbullbull _ haou J Cdlfomia
t-h o Ii bull
Z 1-X o ~ ~
r fI
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
~
EdltoltlllI I
I I
What About Free Trade
CBACK in August 1959 we wrote an editorial entitled Free Tradeln thi~ editorial we were quoting a business research expert and his ideas of the conditions th~t
should exist before we could have free trade
He said -the following conditions should exist
1 Uniform taxation 2 Uniform currency throughout the world 3 Uniform labor laws
4 Uniform ~ge rates
5 Uniform business ethics 6 Freedom for immigra~ion of Iapor as
well as capital 7 Freedom from fear of war
Those seven points constitute an interestshying theory batnot necessarily true We ha~e
1bullbull111111
Iy J(Jclt Piclttt
free trade among the 50 states and not all those seven points hold true The European Common Market has very few of those conditions
B~t the point we wanted to discuss is this countrys future in foreign trade The last tariff to be passed by Congress was the Smoot-Hawleymiddottariff and in the following quitrter century we started lowering our tariffS
through the reciprocal trade agreements
We certainly practieed what we preachedbull
In freeenterpnse--we have finally reduced our tariffs to an average of about 7 per cent Now wearehying to pass a bill that will give the Preeide~tthe power to reduce tariffs by -
50 per ~ across the hoard in wide cateshygories fle wou~d be empowered to comshy
- -and use these other weapOns ifI~ry h fi ht f bull icE I w en g Ing or or protecting one ~our
m k t ar e s I---i
The second point that is rankliua bullbull the i
1seeming reluctance of our own F~erllll GoVmiddot emment to give U8thetax reiiet~t)vould
enable us to compete in freer tr~ -
I
pletelyelimiriate a lot of tariffs that are now at the level of 5per cent or less
But tatiifs are not the hole queseioa You can eliminate tariffs and still not have free trade due to am6cialrestrietionseuch quotas restrictions import quotas ete The US has such restrictions but we believe we use them sparingJy~ The CommonMarket us~ of these devices has been pretty brUtal eampPeciaUy again~t agricuJtura-f productS But we just hope that our oyennstte Depllrtment will haveguts enough to bargain aanrre-ively
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
You CanPlease None of the People 50e oflb Ti~
- - - __-r-- - - ~-- ~_
WE HAVE had some rather int~resting
reactions to a recent issue in whieh We mentioned the candidates for Governor of this State
First of all we said editorially that OWe did not care who you voted for just s~ it wasnt Governor Brown This did not seem to excite the masses to comment
on temakea brief commen~t~lell
But th~n we wenl
middotmiddott withNixon Then we related a
We have had some J)rettysharPetttlir-= in fact some cancellations Some of you were sore at us because we gave Joe Shell such short shrift Other were real angry because we would even speak to Ni~n ~me of you
A Key Man Is Mighty Valuable
OUR job takes us to lots of meeting Weimiddot are ever amazed at the exceedingfy high
quality of the men who represent the agrishycultural industry
The other day we fleW up from Sant~ Bar- bara with Mac Clevenaer Mac is a tall hand- some man with a marvelous smile and a personality that wins friends and inR1Iences
people
Macs title is executive vice president of
measured the copy and thought that we gr~tly JavoredNion because we gave him moteapee than we gave Shell
Well first of all let us say that we are tremendoUsly pleased and encouraged that people are exercise~ and excitable over the corning election TIle f~t that they feel strongly enough about it to do something is ncouragng People are getting out and ~rking for their ea~didatetl this year and
thi~ is good
In the past this paper has not endorsed individual candidates Our interest in the coming election is to protect our agricultural industry One of the real stupid political statements going around is to the effect that
sc
the Canners League of California Whata job he does Eor his people]
One thing that always amaies us about peopeslldtas Mae i8 themiddotbreadthand know- how that makes them so valuable
Once a year Mac gives a dinner for the entire california delegation in Washington
Mac has al~ost daily contact with key legisshylators both state and national
In the pursuit of his normal duties Mac
CAlIfORllA FAIMl_2 1962
if my m~n is -not nominated I ~iII ~ot vote in the genera election Of course this is usually a Rej)1ipliean speaking and thiS atti shytude will guarantee that Brown will have a
permanent job in Sacramto
One other thing that bothers us is the faet that in some rural areas the registration petshycentage has been veTy low Anybody that does not bother to iegiaterto vote hu no kick comins about how our govel11JQental affairs
tare run and in fact is a eeeond eIaaa citizen in our book The most helpful pcltrticill iction that any person in agriculture could take in the comi~g eleetion is to engagellimselE in an effort to getthe entire rurel populuin hi county registered to vote The time i short and the indU8trystak~ is very large
made eight round trips from CaliE~rnia to Washington D C last year
When you discuss the Common Market of Europe Mac has been in all these countries He knows most of the key aariclllt~people and he has been over most competing areu and in competingp11lnts
How do you value a pe~soJl~h ~th It is a few keY people such s Clevqer who have made california what she ism the comshypetitivemarketsof thi~ Nati9n and abroad
10
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
Nixon Makes Standbull - - - - lt
~
On State WaterPolicy M Nixon deIi~ a water deJiveri8Jand said he vrouId but it certairiIyWillbe more tban10RAJlD
l unajorwaterpoJicy r to the get rid of the superagencies created the ptesent $1 billion bond _e
meef g dt the Irrigation by the present administration Dietticts Auociation at San Flanshy 3 Water need8 fJeedom from
Nixon made these pointsciicolast month proposing 13 federal lneddlini because selfshypointsmiddot to speed California water I Politim injected by Govemor government at the local level is the development best govermpentt shy Brown niUstbe removed from-the
waterp~The RepubJican candidate for 4 Gettingri4 of the present ltWerDot declared himseH against 2 No one can honestJlr say Wbat governor~ SIiperC8binet will be one the l6O-acre limitation on irription the Feather River Project will cost 01 my firSt a~
by juovidifl(1 nf6(ed financialaS8isftUlCfl
Jm middot middot middot middot middot middot middot middot middotmiddottemiddot ~middot middot middot middotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddotmiddot- - lt ~ -
z middot middot ~middot middot middot middot - shy
]p)bullbullbull ~ bullbullbullbull ~bullbullbullbullbullbullmiddot bullbullbullbull middot bullbullmiddotrimiddotbullbull - -
- ~ - ~
5~ the pi ~ with a ID8I) ofbilh ~ wiIIbe next I
6 At all Costs b counties ofori oftbe watermiddotmusthe ~ ed along with the oriPJ8l
- - _ t - bull
7 1bere should be more~ cbecU on executive pawerover water projects
8ih use of the 160 - acre or any acieale limitation ~ a amp ~ sociAliredSgricU1tWe
9 4Wemust not use a water proj ect as a means of getting fbe State into the POwer~~tIuough the back daor- lbePower Cominittee
should be $divated -~ ~
10 We 1Ilustcbarge asDi1icb of the entire wateJproif to the PDshyera t8xp8yer as is jlditjampd by 6~ benefits thwI reducing the eoefOf Water tb direCt water Users
i_ - bullbullbull bull - bull
11 Forctbe sakeoffoturegeMlll tioDs we $bouldpJannow for ampUm~ cing the next state water PlOjeCt
12 Water quilJity is a major state problem arid we need legislaijqn tocontrol it
13 Saline water comemon is a necessary adjuDctto tbeCl11if9rshynia Water Plan and reeeard1 on it
must bepressed
NiIon~It is my Opinion thAt as far as tb8 Fea~ RiverlToiect
is concerned toomlieh power has been vested in the administrative brimch of the middotState govettunent
The plan would be ~ if it contained iIlbre inherent checks than the Governors vague promisee to deal f8irly with all sections of the State he said
Ifrww _ -- __r ~L~_
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
i
r-r-r-r-r-shy ~lt$~T~~
Alamedoee FitStcite W~tr rpRE fust water to be deliVeredI through the CaIifon)ia Water Pro~began to flOw OJl~aY 10 ~ iniqaI ~ter deivety oftbe $1~7~billionstatewide w$fer~
s was made in tiverQlOle Valley in southern ~County
SurplU8Va~fronJ the north goes totwo locaIwaler distribUtion agen~ shy~ ~ lof tbeAIaDieda County Flood ~trol and WaterCltmser~ vation DiStriCt and the Alameda County Water District for agricul~ turatpUUlicipal and industrialpurshy~
The water flows thioUgh ~-porshytion of the South Bay Aqueduct th8t stretches 13 miles from the Delta-Mendota Canal to Patterson Reservoir This $7 million initial aqueduct Unit is now nearlDg comshypletion
Ihe surplus Water that is delivershyThe modern bank where youll always feel welcome ed into Southern Alam~ County comes from-the SaeramentoRiver Deltafrom which it would be wasted to the Pacific Ocean if it were not channeled into the facilishy
UNITED CALIFORNIA BANK ~ 0U0I1I_COINltamp11Ofl
OFfiCES BORDER TO BORpERTHROUGHOUT CALIFORNIA
Visit youinearest office OFwrite Agricultural Department Southern District 600 South Spring Street LOS AKGELES
Northern District 405 Montgomery Street SAN FRANClsce
CALIFORNIA FAIMIR May 19 1962
ties )f the State Water Project The water originate8in the northern mountains
EdwardM Zelier San Franclsoo was elected president of the Calishyfomia Grape and Tree FIUit League
18
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
middotCalifornia Farmer = ~ JlVWPu -=ml
83 STEVENSON STREET SAN FRANCISCO 5 CALIF
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS 3908 Wilshire Boulevard Los Angeles 5 California
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
JuDe 22 1962
Dear Keith
Thanka very much for your letter of June 20th
Although did not a a policy participate in any paid political advertisiDamp prolram during the primary it would be thought semth1Da along this li_ might develop in the comina months W will certainly keep the California Farmer in mind
You are absolutely right in contacting Boas Wurm ill Modesto regarding this activity and 1 would auaaest you continue to keep in touch with him
Tbanka -aain for writing and beat regards
Sacer1y
B a Bald-n
Mr Keith B Yetter Director of Advertiaiag SAle California arMr 83 Stevenson Street San francisco S California
cc Mr 1oIt Wurm
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
Sillu 1854
83 STEVENSON STREET
SANFRANCISCO 5 CALIFORNIA PHONE EXBROOK 7-0115
June 20 1962
Mr H R Haldeman Campaign Manager NIXON FOR GOVERNOR 3908 Wilshire Boulevard Los Angeles 5 California
Dear Bob
Jack Pickett has passed along your kind note regarding his editorial commenting on the Gubernatorial Election coming up in California this Fall
In the past we have been favored with political advertising by Republicans for Nixon at the presidential level and I would assume that in this important political campaign for Governor there would be some action to saturate the rural audience through CALIFORNIA FARMER coverage
I am enclosing our current county circulation statement and rate card for your information and probably to better understand the agricultural market of California am enclosing our brochure California bullbullbull the 3 Billion Dollar Market of One Farm Magazine
We have been in touch with Ross Wurm at Modesto regarding advertising 1
but nothing has developed Should we continue to work through his ~~s office or in connection with yours in this coming political campaign
Cordially yours
bull1
_~ yshyC_~
-
CALIFORNIAS OLDEST AND LARGEST FARM PAPER
SERVING AG~ICULTURE HORTiCULTURE LIVESTOCI( POULTRY AND THE FARM HOME - 4 _c
- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
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- - - - - - -------- - -- - - - -- - -
Californias Oldest and Largest Farm Paper Established 1854
Published alternate Saturdays RATE CARD No4
Issue Date Aug 1 195983 Stevenson St
Effective Date Jan 1 1960SAN FRANCISCO 5 CALU
Phone EXbrook 7-0115
MAILING INSTRUCTIONS a Contracts orders cuts copy and all b California Farmer 83 Stevenson St Southern California Office 1211 E
correspondence regarding advertising San Francisco 5 Calif Phone EXshy Olympic Blvd Los Angeles 21 must be sent to brook 7-0115 Calif Phone MAdison 9-1654
J H Yetter Business Manager Keith B Yetter Director of Advertisingshy(Mrs)Marcelle Boone Production Mgr
2-REPRESENTATIVES u Reju-ese nted Nationally by The Katz
Agency-New York Detroit Chicashygo St Louis Philadelphia Syracuse Dallas Atlanta
Representative in Oregon and washshyington-Frank McHugh Co 520 SW Sixth Ave Portland 4 Oregon 101 J ones Bldg Seattle 1 Washington
Direct Representation Nevada and Arizona
in California
3-COMMISSION AND CASH DISCOUNT a Commission to qualified advertising b To earn cash discount agencys check
agellcies-15 and 200 cash discount must be mailed on 01 before 10th day of month following date of insertion
4-GENERAL a Medlcul fraudulent or misleading adshy
vertisments or advertising criticizing 01 mentioning competitors 01 comshypeti rrg systems not accepted All quesshy
tionable copy including ing subject to approval
stock sell shy
b Publishers reserve the right to reject ul a r rates when placed by a qualified discounts except on color inserts all copy deemed unacceptable agency (See rates)
c Publishers will not be bound by any e All political advertising indicated by g Publishers reserve the right because conditions appearing on con tract or words Political Advertisement of possible manufacturing costs beshyorder forms 01 which may be written above andor below ad Political adshy yond their control or in the event of or otherwise inserted into advertising vertising from sources other than a major economic disturbance to reshycontr-acts 01 orders which are at vashy qualified agencies must be accompashy vise rates on all space contracts on riance with the publishers regulashy nied by payment Reading notices 60 days notice If a rate revision is tions and policies not accepted either free or for pay made under this clause and is not acshy
d Political advertising accepted at reg- f FIat rate No quantity or frequency cepted by the advertiser latter may cancel Flat rate
NORTHERN OR CENTRAL RATES FOR
-GENERAL ADVERTISING STATEWIDE SOUTHERN VALLEY ANY TWO BLACK AND WHITE RATES EDITION EDITION EDITION EDITIONS
a Per Agate Line Flat $ 1 90 ~ 80 $80 s 150 b Time andor Quantity discounts None None None ~one c Quarter Page 189 lines 35910 15120 15120 ~3 5 0
Half Page 378 lines bull 71820 30240 30240 56700 Jr Page 429 lines 81510 34120 34320 64350 Three quarter page 567 Jines 1077 30 45360 41360 85050 Full Page 756 lines 143640 60480 60480 113400 Per Column Inch 14 lines 2660 1120 1120 2100
d Edition Advertising Copy Changes Advertising copy chang-es available for separate editions-North Central South Each separate edition change in copy or key number if ordered at Statewide rate $7500
e Preferred position 2500 extra per column will be charged full col- days prior to date of publication f Minimum size of single column ad umn measure 189 lines j Publishers request that Dlate identi shy
7 lines 2 columns 14 lines deep 3 h Cancellations will not be accepted neation accompany both logotype in-and 4 columns 56 lines deep after 20 days before publication date ser-tlon orders and contracts
g 3 andor 4 column ads over 168 lines 1 Covers cannot be cancelled within 60 k Advertising of alcoholic beverages not accepted
Northern or Central Rates for 1 Pony sprcad 6 columns
by 150 lines deep and gutter Statewide
Edition Southern Edition
Valley Edition
Any Two Editions
~18250 $78000 ~78000 ~147000 Available only when not already sold on a Statewide basis 20 days prior to nublication date m Facing half pages with no other advel~tising on pages 2500 extra
6-DISPLAY CLASSIFICATIONS a No special rates for advcrtising such as mail order books schools camps or other special classifications
7-COVERS a No special rates for covers
8-COLOR a Standard colors available Rates For black and one color $16500 for page 01 fraction thereof
9-INSERTS a 4 and 8 page inserts provided by adshy counts Rates on request inserts-Rates on request
vertiser - rates and quantity dis- b 2 page inserts and 2 page Junior
lO-BLEED a No charge for gutter bleed on facing pages when available either black or white 01 color Premium on Pony sureads
Sec Section 5 1
ll-SPECIAL POSITIONS a Guaranteed special position 25 exshy ads in appropriate section of paper extra for guarantee of no other adshy
tra Every effort made to position In the case of facin g l2 pages 25tlo vertising in center columns
12-CLASSIFIED READING NOTICES SPLIT RUNS a Classified advertising and Breeder ad- numbers as words) per issue Z5c line or $150 vel line 12 six point
vertising run in Statewide edition Ads with broken lines 01 cauita lizcd lines per inch Minimum charge only Classified rates PCI word words (except leading words or blank 300 No displays or illustrations (counting initials abbreviations and space lines) counted as 6 words pel pe rmitted in classified advertising
Over
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
Rqular apnClY dI8aount aI1dwed on en on IIPP1loat1oD fne or for IMIF claaUied advertlldq Rat to breed- b Readlq IlOtlcea aut UcitPWmiddot either c SpUt ~rat OIl reqaMt
13-CONTRACf AND COPY IIBGUUnONS a Advertll8lll havlq CaItfonrla State- whlcb dUrer In time and UMP
wide diltrlbutlon AdvertlHn de8Iro well product ~ta hi Iq to coordinate elrort8 more Northern Central anel SoutlMrn Cal accuratey witb market conditio lfomla permlttecl to cII- COPS or
I4-MINIJiIUH DBPTH-BOP a lflnlmum Ise of unp col1DDll ad 8 and 4 column over 188 U_
7 Unes I column 14 Un deep per co1UIDIl will be eharpcI fuJI
I~ICALBBQUIBBIDMTS a Publication trim 1M 14 deep It
10~ wide b Standard unit 1 In Incbes Width
-Deptb Page Uncludlq co_J 18~ deep It 9 16 widll Center
doubIe-pase IlPiI deep It 19~ wide
c Double-column 17 pleaa or 4~ IDcbe widll Trlple-eolumn 41 pie or I IIIInches wide
Slqle column II piau or bull 11Incb wide
d Depth of column to a page 18t Dn or 18JA Incbes
e 4-eolumn and 7116 lin to page f For beIIt relIulta halt tone8 ttboulcI
UJ)8IIMI Not relIPOUIW for lncorshyrect Inrtton of bF nlllllMn w tJpe mult be I~ IAto -rttMd plat No nIlate or rerun win he allowed beca_ of error IA bF nwnben I_rted above o-t care will be taken to _ 110 _r
I AU ad~ plaW cieIItro7ed I 7HI after luertlon an lutruetedotherwtt Number of proof _ shypall)lq orden or plat Black and white I _ eqravwmiddot plOQf
with tJpematter In p1aoa Black and one color I II _p1ete engraverproofbullbull
IISSUANCB CL08INQ AND CANCBLLATION DATa a Publicatlim mailed 8 to 4 ~ a1Mad
of publication date Statewide edition aDd 111 ~ before after1I0 dap Wore pub1leatlonb Cloefnlf date for paoe -uon publication date on North Central date
110 dap prior to publleatloa cIate and South edItIou 2 Covera dnaut be cancelled within c CloaInlf date for prlAtillIr _tertal d Cancellation Datea 60 dap prior to date of pubHcashy
10 daya before pabUcation data on I Caneellatlona will Dot be ~ tIon
17~BCULATION IMPOBllATIONI a Member of Audit Bureau of C1reu1ashy tatament available
tlon t Stlbeerlptlon price I Y8Rl 1100b Member of Alfrlcutaral Publsben 8 yean 111110 II yean 14liO Ie
Am eop~ price lie c Character of elrcalatlon Hlahelt
cl general fannlq trait 11ftshy
18-MI8CBLLAMBOUS a Eetabllabed 18M b No other media c AU ecmtraeb orden COPY cutabullbull1
for Northern Central 80utbern ana Statewide editions must be sent to California Farmer 88 8teve- St bull
5M 8-1-511
San Franel_ II Callforala on 10 day not1ee If a rate revlafond Publlahen rerve the rlllht _ I made under tbIa elan and I not ot possible manufuturlq ~ beshy aocepted b~ the advertiser latter yond tbeIr control or In the _t mq cancel lI1at rate of a maJor _nomic d1aturbanoe to reviH rat on all _ eontraeta
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
TOTAL NET PAID CIRCULATION
100686 MEMBER AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CAIIFORNIA FARMS
99260
Net Paid California Circulation middot96174 Arizona Circulation 1165 Nevada Circulation 1163
Other States 2184
Total Net Paid Circulation 100686
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy
Kern 2911 2061 Kings 1373 1509 Madera 1557 1667 Mariposa 168 276 Merced 2829 3465 Mono 27 32 San Luis Obispo 1367 1470 Stanislaus 5380 6000 Tulare 4927 6140 Tuolumne 131 308
Circulation of Combined Editions TOTAL 28997 31373
North and Central 67646 SOUTHSouth and Central 62037
8341 104
1234 600
1439 1198
448 1213
103 2351
811 44
5424 378
3344 1140
880 49
823 1016 4695 1712 1455
165 1017
700
43605
Number 0 Farms
767 445
1720 1014
223 634 165
2020 601 361
4293 485
2624 1413
558 41
953 863
3239 911 808
50 1067
434
Circulation
VALLEY Fresno
County
NORTH Mendocino
Monterey Napa Nevada Placer Plumas
San Benito San Francisco San Joaquin San Mateo Santa Clara Santa Cruz
8214 113Inyo
Modoc
Sacramento
Shasta Sierra Siskiyou Solano Sonoma Sutter Tehama Trinity Yolo Yuba
TOTAL 35563
1108 7
263 2448
356 768
1380 171 497
1425 1261
982 323 377
Number 0 Farms
2017
87 1837
169 716
1416 96
332 918
1046 525 366 349
Circulation
N naN OIN
County
NORTH Alameda Alpine Amador Butte Calaveras Colusa Contra Costa Del Norte El Dorado Glenn Humboldt Lake Lassen Marin
Imperial 1453 1306 Los Angeles 8642 4810TOTAL NET PAID CIRCULATION Orange 3293 3350 Riverside 4020 3119100686 San Bernardino 3875 3740
MEMBER AUDIT BUREAU OF CIRCULATIONS San Diego 6314 4924 Sa nta Ba rba ra 1470 1171 Ventura 2547 1862
TOTAL NUMBER CALIFORNIA FARMS TOTAL 31614 2-4282
99260middot middotSource US Census of Agriculture 1959 Preliminary
Net Paid Net Paid No Calif Circulation 35563 Net Paid So Calif Circulation 31614
Nevada bull 1163 Central Valley Arizona 1165 Other States 1923 Circulation 28997 Other States 261
Total North Edition 38649 Total Central Edition 28997 Total South Edition 33040
- - ---__-----~- ~
CI -Z II 0 IL -I CI U
III Z-N a I I I IL
III Z 0 IL 0 t-III
I ~
I I 0 a z 0--I I)
III Z tshy