SMOKEYBEAR PRESS CLIPPING& 15

Prepared for information of Smokey licensees, State Foresters, U.S, Forest Service personnel and other cooperators of the CFFP Pro­ gram. Released by Smokey Bear Headquarters, Forest Service, U.S. Department of Agriculture, Wash­ ington C. .25, D.

•••and for the best male performer of the year_, rr

• �J we nomtnate ... If , even performing bears, could win Oscars, surely Smokey would have a den full of them. Because nobody can sway an audience like he can. In 1942 he began asking a nation of amateur woodsmen please not to start forest fires. Since then approximately 600,000 fires didn't start; 260 million acres didn't burn; $10 billion worth of damage didn't happen. Smokey and his good works are another public service renciered by the advertising profession and its clients, through the Advertising Council.

Proud of Advertising? You should be.

Advertising Age May 18,1959 2 public

Rtmember: .. INlY'i!IUCAN PREVEtlfHIREST FIRES! Smokey's poster progress to r.): First poster issued in part of prize-winning campaign; missile theme dominant (1. 1945; '58 in '59 Smokey: A symbol saves $!-billion

Since the campaign to prevent forest fires was started, At first the campaign promoted the conservation of wood, showing its use losses have been cut by 90 per cent. The top salesman in crating of war goods, barracks con­ struction and rifle stocks. By Walt for prevention, a bear cub, is now being honored for the Disney's was looking down1943 from lll'ging Americans to be care­ role he played ful.posters Then Albert Staehle, magazine cover illustrator, was asked to develop The American Public Relations profit organization promoting action on a poster with an animal that would Assn., at its annual convention in Hol­ many of the country's most serious have human attributes. Someone lywood Beach, Fla., week, will problems. It does 'this through adver­ gested a bear be used and be namedsug­ award silver anvils to thisthe most out­ tising, with support from all phases of Smokey. The slogan, "Only can you standing public relations programs of business. Advertisers and advertising prevent forest .. was adopted and firms and organizations each of media contribute free time and space has remained thefires, theme of the in categories. The top winner in the 20 to council projects, which are prepared campaign ever since.central a raging culture classification go to agri­the without charge by advertising agencies fire destroyed a largeIn 1951of Lincoln United States Forest Servicewill (Depart­ under the direction of volunteer co­ National Forest in areaCapitan, New ment of Argiculture), the Assn. of State ordinators. Mexico. One of the few S1J.IV1vors was Foresters and the Advertising Council "Just a few weeks after Pearl Har­ a l e cub who was nursed back for their forest-fi.re prevention bor;, Henry C. Wehde, account to ittlhealth.bear The cub was immediately program. 1958 for the Advertising CounciLexecu­ told named Smokey. Maxwell Fox, the Ad Council's di­ PRINTERs'tive INK, <'William Mendenhall, to bear-size he Whenwas sent the to theanimal grewNa­ rector public relations told PRINTERS' chief of the Angelus National Forest, tional Zoological Park 'Washington. INK: "Theof forest-fire prevention pro­ asked his friend, Don Be1ding. for his The poster for the in campaign gram is getting bigger every year. We advice on a public-relations campaign had a biblioal theme, "Thou1958 shalt not have a rising population, record forest to combat sabotage in our national destroy forests." poster gave use and greater_forest values. There is forests. A Japanese submarine had just Smokev's thyco mmandmentsA : "Break a swing toward outdoor recreation. shelled the oil fields Coleta, north ma tch�s, crush smokes, sure all fires in were Santa Barbara, and there were are out!" be Whilepredicted 56,000,000 forest visitspeople nightlyof reports of mysterious flashes in "Smokey Visits the Stars," a radio came. Thein value 1958, of 68,000,000 forests is rising. forest areas. At that time, Don Belding series, featured such notables as Bing Southern pine lands sold for to was president of Foote, Cone Beld­ Crosby, and the Sons of an acre years ago. They $2now $10sell ing with o ces Los Angeles.& Beld­ the Pioneers. These public-service for over 25 ing helpedffi form inthe War Advertising programs, each lasting15 £ve minutes, The forest-fire$100.- prevention campaign Council and referred the forest prob­ covered such topics as hunting and conducted by the A Council, a non- lem to it." fishing, children and matches, the con- is :I

Continued on next page 3 servation pledge and campfue care. To sell forest fire prevention daily, the value of the public service effort They were released to 2,000 stations. a Smokey the Bear comic strip was was nearly $12,000,000-for every dol­ Smokey's anim�ted cartoons were re­ started and appeared in 60 news­ lar spent $52 were returned free leased 525 stations. papers. A new comic book published public-service advertising. in For tothe TVtime Canada began by Dell titled Smokey the Bear terms of accomplishments here using Smokeyfirst material, and posters be­ Life Story was issued aod 500,000His theIn record: Before the Smokey cam­is gan popping up in Mexico, Venezuela copies were sold in four months. Simon paign started in 1942, an area the size and Australia. and Schuster issued a Golden Book on of New York State, or 30,000,000 acres, Waterproof and weatherproof os­ the bear. was destroyed by fire. Last vear about were placed in U.S. forest p Reader's Digest ran a full-page color one-tenth ' the 1942 total was de­ Bookmarks,ters calendars and otherlands. ma­ ad to run in its April stroyed. ofHere•s what the campaign terials were given to schools, motels approximately 11,000,000issue, readers expo�.wg to meant 1958: 27,000,000 acres did and hotels. Speeches made around the the theme. Virginia has issued license not in over 110,000 forest did country emphasized that nine out of plates plugging Smokey. not start;bum; a billion dollars plus fires ten forest fires are man-caused (with Smokey balloons, ash trays, pottery, age was not lost in dam­ the exception of the Northwest, where belts, hats, candy, cookies, picnic As Smokey . it, •some of the per cent the fires are started by grills, wallets and other merchandise things you tellsut a dollar value on. lightning).90 of are sold under a license granted by the Some you can"t.can pHow do you measure Secretary of Argiculture. Smokey is the the real value· a watershed, rec­ only advertising symbol protected by a reation, wild lifeof or soil. H9wof much KidsJunior sign forest-ranger up as rangers kits, containing Joint Act of Congress and tl>ose who is it worth to look across a· peaceful the pledge of conservation, an "official" cheapen him or use for personal Jake toward a we g capped to rin snow badge, and a membership card, were gain are guilty of violatinghim a Federal mountain? Can any father a dol­ requested by 1,000 every day statute. lar sign on the happy laughterput of his of the year. More children500,000 new The campaigo budget for 1958 was children playing beside a forest junior forest rangersthan were signed up $215,000. Royalties from commercial And one more thing-bow muchstream. it for the drive. products totalled $20,000. actual worth to save even one human islife expenditures were $226,000.The However, from death by ?''

PRINTERS' INK MAY 8, 1959

- "Smoky the i t Juniork E E P Chamber I T G Rof E ECommerce N memberBeat" Emerson. (actually Lew s on fronted Leviisfon meter maid Mrs. Marge Vorous Purcell)on 'con­ S111okey Bear, rot a the Keep Idaho Green w·eek promotion of the beIth alf to of J!lok'l'HA'f at PERENNIALlil'e flchlilir j-arb FIRE!'IGHTEB, when thevlolled draw attention to the coming fire season in .areaJaycees. forests, isur_g .. �.'heli-iaek'• unit establishedIn bJ' th• Fonst, t!I-Ylee t o ,...., tlto laleJI h• lng that residents become conscious of fire. re n o mea- being 11Sed b:r members of erewa IDcludes a Qlll CJ.tt� ve i n 'J'hehean jump f!re-re�latani, •-qij; outlit.the _ proteetive gloves. sures. Tho.camll§iJ:Jn. has been in p w�ek.t a 111asked he t. MembersplUletare�praot otoo · be euulpped pr.osc,es!l"this • P�per lme jumP!I willshort-wave radiowith ectW,.. the Lewistan Morning 'rr:il:>une ment. HtJ'QtoOll Steve and theBerseheld unU show•wUh the Smokey� (.Joumal Photo) ault W Morris Ferp.so!l �y 23,1959 as 4

-U, S. Gove-rnment Photo SMOKEY BEAR FIRE PREVENTION programs charge of special fire prevention programs of the are controlled by this group of advertising executives, Forest Service. Second row (L-R): Milton Schaffer Forestry officials and state foresters. They are, front of Era Productions, Hollywood; Ted Wright of Foote, row (L-R): Austin Wilkins, states forester of Maine; Cone and Belding; Francis Raymond, state forester of Hugh S. Redding, supervisor of North Carolina Na· California; Fred Lambie, special assistant to the tiona! Forests; J. P. Felton of Foote, Cone and Beld· White House, acting as liaison officer between Presi­ ing Advertising Agency, Los Angeles; Miss Anna dent Eisenhower and the CFFP; Merle S. Lowden, di· Mary Freas, Forest Service secretary; W. W. Ber­ rector, Division of Fire Control, Forest Service, Wash· goffen of Forest Service headquarters, Washington; ington; Russell Eller, advertising manager for Sun­ Cliff Marlin, State Forester of Mississippi; Jay Grant kist Growers, LosZ. Angeles, and coordinator CFFP; of the Special Fire Prevention Program of the For­ and Rupert W. Asplund of Plumas Nationalfor Forest, est Service, Washington; James N. Diehl, director, Di­ Calif. Several members of the CFFP executive com· vision of Cooperative Forest Fire Control, Forest mittee were not present for the picture. Service, Washington; and W. W. Huber, who is in J.sheville Citizen_Times Mey 14,1959

"A Officer, after meeting Chief McArdle for the firstFore�t time, came home to lunch end his six-year-old that he hacf met the Chief of thetold Forest Service. son son 1 enthusiastic reply was 1 Do you mean you s ssw !'.isSmokey Bear? 1 " --submitted P.Y. Vincent-

Rural Developnlent Specialists Due Here To Study WNCProg·ram Three rural development spe- initiated and R£!ader'.s story of. the cialists from the Texas and M ell'sresults work accomplished, is study typ· DigestA u ltura Develop­ are due hereA Saturday ical activities of and l mentAshevill Programe gr 'i ca Louisiana the organiaztion'sthe councilrelationship coon- ty eeks a of the Asheville Agri-and With federal, state and local � commu ty development DevelopnantNorth Carolina Council Rural government agencies. two m ago completed executive ization. organ· vice L. the t ral Developmen t Pro- Morris McGough,agricul u organization was estab­ are Frank Sheppard, council,president said many have 'Y· _ of lishedThe after a survey made rur�l de· been received h re this y ar e inquir�es � by Agricultural Service. R. was llv ', ta1te agent �·m ��tis and �bou how . the WNC comm�mty - � Doane same Drivat a encv �elopmearland n Marshall,; and mstrlct agents aevewpment rogr m This i.s r ; made Bu ­ In development. "' /which. the � . . e a s op. r te . combe Countythe that Surve/ led {)ftog the ., Theyrural learn Inspired by the December the 19'5B -establishment e agricultural . .. • wtll bow coun· council and WNC program. • .. "'�''"�DEPARTJ\.fK\'T . of For- of th � J�, the THEestry MINNESOTAis ereeting a large number of these In t-he Louisiana county, farm- "Keep Minnesota Green" displays throughout paid bulk of ers for the state to remind molorists day and night "IV ephe ·he ,the .survey,the the bill of the dangers of carelessness with fire. Sym-_ n \t 'WaS 'ne.ss and industry. from wa..'"lted to be whenasked he whetgrm.,r up, with help busi.. bol of forest fire prevention, the nationall)' ccmnty Morehouse Par· known Smokev bear highlights the �even-eolor whereupon he exclEtimed, 1� Theho-me is reflective sheeting display. One of these sigm -want be to ranger so t Ican :-executive vice presidentL. o-f the will he on display at the 15th annual Keep ish, o-f Morris McGough, e. 1 '1 I Minnesota Green, Inc .. celebration and gov- help Smokey the Bear! Agricultural Council. ernor':; hanquet in St. Paul, where Gov. by M. 1As-heville Citizen Times OrVille Freeman and Charles Gillett. manag• --submitted p .. St.Laurent- A-sheville ing director of A erica Forest Produets In- du�trie�, Inc .. willm addres!Y'lllarge. tell ayou 'Smokey Bear' I should like to thank Devereuxm.als, Butcher for his of one of their children who 5 plea in our behalf. Our went t o a very tl.ne zoo with Cl'O\VdPd living conditions are a nice large yard only to appalling and we are indeed come to an early death be­ /Is Visiting WNC unhappy. cause she had too much room We hear of the marvelous and she ran about so rapidly zLne zoo in Ireland where the th:;.t ,<;he got hurt and died. .By BOBStaff Wrlter Smokeyifl.ustii'atar Albe.rt St:r.aeh1e. monks have an island in a Ask the about life I SEYMOt.:R Smoke:yCitizen .Brearr, i .small lake. There are no in their zebrasnative habitat. if:ire pt"eventkm Forestwas �l""W!c duiLr ro_rot'"ilghlede, ·OOW, by cages and no wires but love!y They'll tell you about the in­ for the S. Fores-t the .satv whio:b .I U. to WeSit· has in ihow he trees and vines for them to ternal parasite which kills \, S5-'lllbolSen�iCe, vis�t t.ihe ftnla[ :will scamper about. specta­ them off in the jungles but is p.a!Y.img a tibia week fook. new Ail.ask.a re­ tors easily can standTlw at ohe \Vhich wise AmericaB zoo , -e,m Sm�Nocth Ca'l"clil!la noc The st.aJte of er new h� edge of the lake and watch men have found a cu e for. Actuaill�. is a bear .a.t cmlor lll¥Smokey. submitted A proposed cmtiit them without any danger as Oh I could go on andr on 'aM. He is the Coopex�uti-veerative Forest :stat-ea but see I'm the forms 'a natural think you what F[a-emittee. Pr:ev-entl.ioo com- ·mapmackmarw has Smokey dressed:in k I barrier,water In South Africa a tal ing about. All that the andcharoce �oggers boots. The National Zoo needs is the clever device of moats has t-qping lhe pul>Ho,Forest You Can �"Y .sll ing mill on the automatic promised me a new home Severai membE'K"IiFires." orf idle' belts,COOl· cOOilcies, 1>0ttery, oots, c...,.cy, turntables of heir tiny cages. some time in the !uture­ e e, looluciing pimk gq-hlds .aOOotdier · The golden eaglet is very sad ju:'it another reason i e it mitt cOOrw.rator merehmdise.'Smoke)' :is lhe Bear For w� adiscussed. W:a(VIIlfe- !>isvernmen OUilst esrtirn:at-esci111gWeEit mMa ger Coast. Eller.is agea:llcy ofLos 001 a · Zoo Defenders ol &mkist haB ba(ldU.ed: Smoiketr Bear Someone wrote to The Star Growersoon of Lao ls WOP""""'<>< oi N:! 1-abtorator.y, on was one of theI klucky bearsI angerous •..Stay on Your iligii!i@lto i�S y wiH be The llead­ for was brought to a life SideD of the Guard Rail." iHJigJh Little 'l'e'llfnthe "essee pict�gr;am, Tille h tor olfa -tfJecoodu.c.ted CFFiP pro- water� River, hasUif scor tile es o.f rain .and of ease.r where I am well fed, got one. op used to by the Adwll"t.i&.i.pro�ng isCOUil!CiL of-stream 1 given nice house. respected stopI've and feed mePe Iwnple sugar m a. ob5enr-atioo by mYa kf;epers and lov-ed by and pieces of bread, but now thatgawges mea15ure· .and New York, the thousands who visit me. they just point at he sign non�profit ag""ency weilB r m timethe it course f-a!ls toof ' . I was s:ived from forest and laugh, t supp.orled bycontri•butims � ;Ln.. waterf o the fire, as you should a recall, dusky, tJu.s:i.neM and individooti! eacth ll!D't.iiitenters And the nice deer have got · service tile main which took the lives of thou­ · one, and lots of the other �ted· mAd�tising pubH.c CoUll-ad� 15treftm. Another important sands of birds and animals our jail. venti.s1nlg. The _..ad·verti.sing meeting featuri!lannoonce­ of of all kinds, a fire which de­ trustiesWhy indid they put these dl aJsoRed Cnss, handle� Be.tter aill"dlor the w.ill be thetir e preven­ prived its survivors of bot · great ront of 'the SchOOls inart!PN!fi .th.a.t the forest ()!!1.-e food and shelter. h am our cages?tall fences What didin fwe do? o.Uier wmt.hy causes. tion was seil.ected .al!l The so-called "civilization" reJa The CFFP pr;ogram got ooder ol progiramsc.dsrtanding pubJ.!ie .. that is coming to many of the As for being so happy in tihe �ey1945 i-n 1942, butwrus it mas not uoti[ ti01"18 am ofw�as dlhe chosen past. ·by}ear. previously undevelop: our cages. go look t the ed areas w bring about Disa:ley'stha¢ BambiSmok-ey wa�Sborm.. used �or Wadtbhe The AmE'Il'�progrtioo. . imRl'!, birds, etc. an­ . two infeet wide. !hoe eomm;tteeTlt«e cullur•l oo &u e And even in th�: de

The presentation of the Smokey Bear Aw•rd for Outstanding Achievement in Forest Fire Prevention which was made to. Oberg, editor of the Blac:kduck American, Was made by w.aw L� · son.� director, Division of Forestry, who Is pic:tured In the foregroundE. L. L holding the· award with_ Mr. Oberg. In the bac� row, left to right are Don Wilson, In charge of Forest Fire Protection, Pau-l; H. Hub­ bard, Regional FOresHr, · Bemidi; Arthur W.rd,St. Area J.forest.r; Blackduck, and W. Holliday, Clarke-McNaryJ. R.,...... ,tatlvo' Milwaukee, Wisconsin.-J. K. AmeriQin Steff Photo. of American Receives Smokey Award for Fire Prevention . tuln By: Arthur Ward o of Area ForeoterJ. SMOKY BEAR, forest service, rode6 foot wltJI 6 inch anJmated, ta�orth"B! l"r!day, at tho State For· human passenge!�.r --J".'�!ie Airlines plano f om ot estry HeadquartersMay 15, at Blackduck, wasOrient luggageto c omPortlandpartmen t. �-dg�b.ad Oberg, editor the Black· foresttoo b ig for Ell&�� � w.duck L. American, wasof presented and Smoky.service stewardess Sblr!.,Ol',._;pilal...... f .1 with the Smokey Bear Award UD· Bruin 'Will be eentral fi&W'e VL J ourn59• der Cooperative Forest Fire f'ue exhibit. gon 9 prevention Ore !l' 1 Prevent1th�0 n program. June · Tho intent of tbls award to 1 • 8 mrts, ol ']jofficially outstanisding smokey the J3 e8I£'0resy w centennV.:'ia1- and 'meritoriousrecognize and accom· ire safety e effort inat 0 pllsbment in· tho prevention of for· On Guard bef on duty t �1 Exposition t �nesday'be sr est llres and to encourage .further a h a a eW • ening. But !J hedr•· en • prevention efforts on the t a • of all e ge t ' a d citizens and l'arl Smokey Says: m mls t 11 n erou� ti st tee81106 " . . a "'} 86nii 11 New'I year marks the 13th con· ndSmok '" ey Thia a ��n ° '1 r a i aecutiva' year of an inten8ive. for· n r sor� d o r : � w8.s nni his est prevention program carried y k he cf'S.e re l, fire s m n to n a on the Blackd ck American UD· e t the C ce . � hl ppea �a . . ]' ·der by editorship of Oberg. f rst� public a pig all' i was et ;?• Du ingtho these Mr.tho newa· But ';;idn't g 1� r d co e. c e ' · o n hecre ws of th ba'lF campaignsail\'ertlsinli at' gr u do ·papertlclea w)licharri d bring the forestand !Ire through the Orent· reFu;,se� gage compa.�11es �: prevention measage -to the atten· Northwest ��e aandn tlon the public. h d i N of lm i:::;oot rougro•" strmato- o one just how many �d' �rnh g of knOWI : bear foreat !Ires thia program has pre- z 0 big so �q��ss of which a vented but people heed just a i c�ui er ' a , if 1 · w fraction of the. warnings put forth ! a . 0 J ob · p n'od It t b Boasts ....., ns s e mus e con- • ic o. le a d:urillg ' Smokey rode st y this jil . port· Siderable.congratulations to , ss • Smokey thre'i,.ri#t� � 8 • S1rE1WA.RII·J a WhYe · Ob erOur • an d taff Mr. W. L. -• ND JU p ng " .,; a e e om�·�:,leg"' � ar, his · Monday :!11 " 11landot? After h gr Forest fires ruin good fishing­ : � Co� ��cle ---•-- hcensed byall ac take care! t fires m help Blackduck� Alllerica.n stai!lP oU • of the figy.r Sam's forests.c en ole P )ay3 May d, 1959 He is tra ulS five t d Jr in the anjt!l oi<•Y t:.,ll which includeS 3 feet8 i . boy, s:o d nY tall; a c8011 an feet the a "Specs'' r o ' awn. n go1n i 59" I The ore 9 .rune 1' New t::ub for the Club a

As long as there is human negli. genee, there must be reminders -Remember only you can pre- vent forest fires!

The Fish and Wildlife Service found this 4.-month-old polar bear cub wanderbt,l' near Point Barrow, and offered it the Zoo. But the Zoo didn't have money bring here, soAlaska, paid the planeto fare.D. C. Here, an imitation Smokey the Bear saysto hello It WMAirtemporarilyTV PB. The little one will be on public view next Sunday. to the.cub. named Washington Daily News SMOKEY BEAR STAMPS June 22,1959

The Asplundh Tree Summer 1959 -?> anlyY2!! can PIIMIIT

.Ivfany of our readers are familiar with the attractive "Smokey Bear" stamp� which have been issued annually by the U.S. and State Forest Services, and publicized by the Advertising Council. Now, those of us who are also inter­ ested in philately, as wdl as in forests, are gratified to learn that these "stamps" have at last been formal recogni­ given tion as collectors' items. A friend of ours in the U.S. Forest Service told us about the new Guide which has been published and which lists these stamps as well as others devoted- to forest fire preven­ tion. You can get a copy for 35¢ by writing to A. Ander­ D. so0, 1202 Foster Ave., College Station, Texas. It is illus­ trated and quite interesting. The first stamps, issued in 1944, don't show Smokey; he Smoke