1958-06-23 — Page 4

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All You Can Carry Away Is The

American Motto

New York.

THE origin of the self.

THE

service revolution in America has been tenced to

By J. W..M. THOMPSON

THE CHINA MAIL,

MONDAY, JUNE 23, 1958.

has helped too. Around the big vities vast new residential suburbs have been built without any of the little local shops of the older districts. Instead each

great shopping centre which the housewives visit by car.

a grocer's shop in California year of between 4.000 and buy a whole week's supply aren hills one

during the Great Depres. sion. The grocer tried to best trade by advertising rut-to-the-bene prices.

To save every cent he dis- pensed with shop assistants and let his customers help Themelves from the crates the goals were delivered in. The boxes were just spread on the tour.

It was crude, but business Inemmed. And from that in provised beginning has coine a staggering frausformation in shopping habits of the American housewife,

Today two-thirds of the fouri sukl here is sold through super-markets—a Word

6,000 million dollars,

COLOSSAL

of food. She may load up two or three of the wire barrows which customers are provided with,

A typical supermarket What accounts for the today bears no resemblance furious growth of the self- to that early serve yourself service idea in America? venture. It is a huge air. Cheapness of course is the conditioned building set in big attraction: in a country prairie of car-parking of high wages shop nasist- space and with a colossal ants are a heavy charge. variety of goods on display,

There will be up to live thousand different items of food on sule laid out in row upon row in specially de- signed show eases. 4

PROFITS

Then, the super-markels deal in volume and rely on small profits. The A and P made o pront of only nine-tenthu

chain

of one per cent on every dollar spent in its 4,218 moes last year. The others work tu similar mur- king.

With this sel-up the intest trend was inevitable-the spread of self-service from foodstuffs to a vast mage of other

goods. More and mare. of these buge shops

now opening new

To cater for deyaruncats may of their custome.s neede as possible.

cates. M

are

дя

say the Tories

will win

the next election

JHEN Mr Harold Macmillan steps elegantly

WH

from behind the Speaker's Chair to take his place in the House of Commons, he can be sure of a loud bay of pleasure from the Tory benches.

So now in many self-service stores, a shopper tan buy car tyre rrdio and TV sels, medi-

light and gir

Their cheering will signify garden furniture, gramophone ie, evad, bukes fati magazines.much more than joy that clothes, comelles, indeed almost B.O.A.C. has taken good anything that is portable,

care of him and brought

So the whole trend is towards him safely home; much bigger and bigger stores selling more, too, than pleasure at of Mr Mac-

These include batteries of deep freezers and cabinets which keep milk and other foolstuffs at refrigerator which hus lis temperature while being ventence. The super-markets chase away. And even there the

in front placed "self-service store," completely open And the tearling chain of the trick is done with an super-market, the A and P. "invisible curtain" of cold

-by ROBERT

EDWARDS

now

more and more kinds of me.- chandise, The only visible lhoit the success to what can be sold seems to be niillan's visit, which they the sheer physical capacity of belleve can bring nothing After cheapness comes con the customer to carry his put but good to Britain.

man of destiny. They are

Is the certain that he sell every kind of food under one American shopper can be sur-

lende. Above all, they will be ap- who can win the next General roof. '50 American women prishng. equipped with refrigerators and

plauding him because they will Election for the Tories.

seeing this sunve, intel- deep freezes to store their food

One super-market proprietor be

and Imperturbable claims to have disposed of a lectu Stuffed Africans llon on self-ser-man in an entirely new ligh. buy in bulk at one place.

vice basis. But I doubt whether Not simply as the best Prime

Minister they have. that sigulfies a serious trend.

joy, and cuts to collect it in, cou

The development of America *automobile civilisation"

is now the biggest retail or air).

isation in the world. The housewife usually with a turnover in the past goes to the super-market to as an

But os

Constellation Grand Luxe Chronometer

Officially certified for "expe

Self- clally good result.” winding, Shock-protected. Antimagnetle. Bracelet and extra-heavy waterproof case are styled in solid 18 kt. gold: so are dial, hands and individ- ually mounted hour markers. Stores 36-hour power reserve when fully wound.

A sterling silver presentation box accompanies each Con- stellation Grand Luxe. Observatory engraving in reinforced back standa for Omega precision mastery, recalls Omega's still UR- equalled precision records st Geneva, Neuchatel and KewW- Teddington observatorics.

So Certain

What a transformation this

OSCAR

Sang froid

Trailope

Ex-future prime ministers

Cummings

is. A few weeks ugo only the most incredibly optimistic And in Canada this year

In the East our relations with Tories expected anything but a 40,000 British ears are expected Russin are cordial, and although shallering defeat when the to be sold. That Would be Chino deelines to send on am. Government went to the coun- double the 1067 figure, a truly bussador to the Court of St try.

astonishing advance.

James's, we have he quarrel

Indeed, so certain were many Quite upart from these and with that nation. Tory MPs of disaster that the general export Agures, there some of those in marginal seats i myck other evidence that In the Middle East we are

have been Auttering

frightened budgerigars

search of safer perches.

Now, suddenly, the

of "Woe,

like Bitain's boom will continue. now reconciled with the "United

in Factories are being bullt

ex culed throughout the eries Investment JA plant

are stilled machinery his risen

1nd States, owing to Mr Macmillan's land Industry and his pusonal con-

and tects with Elsonhower.

ap-

And instead every Tory face preciably over the Jast fuw bears the radiant beam of months, utler confidence.

They are sure this is a good Government. And that Macmillan is becoming popular Prime Minister.

Mr

a

Haw do they deduce the secund

The biggest

To match his optimi'm In

And there is undoubtedly

a new spielt in the Empire.

The Dominions are now 20-: operating with Britain In such a friendly fashion that trade is directed to 133 134 policy decision,

No such attitude to Britain private and nationalised has prevalled for many years.

bo h proposition? Not only industries, the Government has

because the

Jelthce side of the House

with

gramme in

a television personality when durs of the Romans."

he rejects his advisers' counsel

Extingushed

success of his Lynebed who; Me Richard American trip has obviously Nugent, Parliamentary Secre- served him well in Britain.

tary of the Ministry of Trans- Not only because he is the port, describes boldly ag "the only Front Bench leader on blagtst

Who can fall to recognise the road-bailing

pro- cumulative effect that all I have England since the listed will have upon the elec

tor? But the biggest asset that Be sure that the Tories will

the Tories have is not tho Bul in particular, beenuse of erow to 1:0od efferi on all these merits that they may choose to counts. And emphasise espeelal claim but the complete failure Ihat they are providing many of Mr Hugh Gälskell as lender

school places than the of the Socialists. Socialists. At this moment there No word in his favour **201 ore 0 new grammar schools

You now hear from Socialist Inder consuction,

M.P.5.

to be solemn and safe,

Last week's by-election results.

Encouraging

There is no doubt that there pre still many Sulking Tories in the country who would no! switch their allegiance

עננה 10

M

Cordial

If they do not believe in him, how can they expect the country to do so? He has Unguifhed every flicker

ex-

of

other purly but remain in дя Nex turn to foreign affairs, crused ng zeal from the Socialist jabstaining mood,

What can the Teries boast rank and Ale--except among Nevertheless, there was for about here? They will claim those, led by Mr Michael Fool, Jess evidence of this hostility That we are an amicable term who passionately

oppose his last week thun, there has been «lch all the European coun- and Mi Aneurin Bevan's polley, since the tide turned against tries, including Westan Ger on the hydrogen bomb. the Tories at Tonbridge two many, and also France, a can- If the Socialists changed their İyears ago.

tite nble achievement.

leader tho Tories might sull The results showed (wo AL M. Macmillan's ins'igutien have grounds for pessimist. uther encouraging developments both Dr Adenauer, the West But Mr Gaitskell will for them:-

German leader, and the Italian where he is. And so, I predict, The swing to the Liberals Presiden have

been

stay

.

In step with the stars

The Omega Constellation is one of man's finest efforts to duplicate, on a miniature scale, the inex- orable regularity of the heavenly bodies as they pass across a telescope's field of vision.

The engineering experience that made possible a watch like the Constellation was acquired the hard way; in the accuracy contests of the Geneva and Neuchatel observatories. Here, each year, the finest Swiss watches are pitted against the astronomical clock. Here, over the years, Omega has won an as yet unequalled series of precision victories.

The men who made possible these victories are responsible also for the Constellation. In every-

day life, on your wrist, their skill in designing and regulating watches results in a degree of accuracy that enables each Constellation to receive an official Chronometer Certificate.

To this accuracy Omega engineers have added the luxury of self-winding. The Constellation trans- lates each flick of your wrist into steady timekeeping energy. Worn daily, it never needs winding.

Down to its last hour marker---cut, polished and mounted like a precious gem-the Constellation is designed and engineered for the man whose minutes matter, whose seconds count, whose decisions carry weight.

OMEGA Constellation

The watch the world has learned to trust

.

Some day you will own one!

Société Suisse Pour l'Industrie Horlogère SA, Geneva, Switzerland.

Sole Agunta: OMTIS LTD.

OMEGA ★ 7Tissor 84, Jardine Honee,

is rapidly on the wane. Soon je London. it is likely to disappear altoge- ther.

Despite this, there has been paln โท The Socialist

voles,

10

This, then, is clear.

IF ME MACMILLAN CAN GET MOST OF THE SULK- ING TORIES BACK INTO THE POLLING BOOTUS AT THE GENERAL ELECTION, HE CAN BE PRIME MINIS- TER UNTIL 1965. Will he succeed? Well, look at the Weston-super-Mare. TE- sult. There a brillant organisa- ilon and able enndidate left the Torles with a majority only 1,100 votes fewer than they had last time.

Satisfaction

What accounts for the subtle |but perceptible move of public

opinion towards the Tories?

Undoubtedly, Ühere do tm- mense pubilo satisfstion that the slump has passeið Britain by.

Every other Western nation, except France, has been affect- fe. But here, Instead of dole queues, there has actually been Ja slight increase in production. Whatever has produced thi miracle, the Government will get much of the credit.

Now note further evidence of British prosperity that is bound to have ta influence at the General Election--in the export fleld. The latest returns show a 45% increase in car sales to America, while Ameri- can car manufacturers arc unable to sell their own •pro- chaste,

received will Mr Macmillan.

At 10, Dowsing Street.

ZANIES