INTERNATIONAL HARVESTER NOVEMBER-DECEMBER, 1954 INTERNATIONAL HARVESTER

LOOKING AT 1955

In our business, as in most heavy manufacturing industry, VOLUME 6 NUMBER 1 there is a direct connection between sales and jobs. With minor THE INTERNATIONAL HARVESTER EMPLOYE MAGAZIN exceptions, when our sales go up, jobs go up in about the same Gerald D. Hurley, Editor proportion. When sales go down, jobs go down, too, without much delay. Wendell F. Overman Harry Williams There are a lot of reasons why this is so. Some of the principal Associate Editors

reasons are these: Evelyn Moulton, Assistant to the Editor 1. Our products are big physically. It is not possible to keep making them and putting them in a warehouse for sale some PUBLISHED WITH THE HELP OF ALL IH EMPLOYES

time in the future. There just isn't that much warehouse space. Address communications to the editor. Public Relations, Internalion 2. Our products represent a large investment by the Company Harvester Company, 180 North Michigan Avenue, Chicago 1, in materials and labor. As against a bar of soap, where a few (TODAY CREDITS: Cover and Page 2, Harry Williams; Pages 3 pennies are involved, in a typical Harvester product hundreds Williams; Page 9, Everett McNear; Page 10, Massey-Harris-Ferguson, Fw John Deere, Minneapolis-Moline, J. I. Case and Allis-Chalmers; Page 1 of dollars are involved. That's money the Company puts into the Albert G. Westelin; Pages 12-17, Williams; Page 18, Chicago Tribu, Page 19, Chicago Tribune and Robert Lindstrand; Pages 20-24, Williai product—money we don't get back until the product is sold. So continued production beyond our sales would mean that we I would quickly run out of money. 3. Our customers can delay if they want to. People have to THE FRONT COVER STORY have food. They have to have soap. They have to have a lot of daily necessities which are soon used up. Our customers need the products we make, too, but they can usually wait a while if they have to. We learned these things again, the hard way, in 1954. For the first time in years there was a sizable downturn in our sales. As sales went down, jobs went down also, for the first time in almost a decade. The farm price situation, unfavorable weather and many other factors played a part in this. Now we are in a new fiscal year. What does it look like for us in 1955? We think it looks better, for a good many reasons. We can be wrong, but that's what we think. Some of the things that make 1955 look better are outside our control. For instance, the downtrend of farm prices seems to have been checked, which will give more stability to farmers, let Before his recent induction into the Navy, John them plan their spending better. There have been rains in some Sudlow was employed as a photographer's assist­ of the dry areas of the South. The big motor truck buyers are ant at Harvester's experimental farm near Hins­ dale, Illinois. Posing at the controls of the new feeling more optimistic, and buying in larger quantities. High­ tractor was one of his last civilian chores. TODAY way and other construction programs should help our industrial Photographer Harry Williams, the man who con­ power business. ceived the cover picture, had an idea that the But many of the reasons for 1955 looking better are things clean-featured Sudlow and the clean-lined new Farmall would make a highly photogenic pair. His we ourselves have done, for which Harvester men and women assumption proved to be correct. The tractor is can take credit. the new 400, top of the Farmall line and worthy We have designed and are now making a complete new line successor to the M, the Super M, and the of Farmall tractors, the first entirely new tractor line since 1939. Super M-TA. For more about that, see next page. We have designed and are now making a full line of Fast- Hitch implements to go with all these new tractors. We have other new implements coming along. CONTENTS We have designed and are now making many new truck models, 12 of them in the new cab-over-engine series alone. We IN THIS ISSUE: have new engines like the Royal Diamond 501 and the Black Looking at 1955 2 Diamond 264. We have new automatic transmissions and a host A New Line of Farmalls 3 A New Look, A New Versatility 4 of other new motor truck features. The First One Still Works 6 We have designed and are now making six new refrigerators, IH Tractor Timetable 7 six new freezers and six new air-conditioners. Slowest Tractor Ever Built 8 The new Electrall generator, a source of mobile electric For A New Line, A New Language 8 power which can be applied both to our Farmall 400 tractor and Misadventures of R. W. Henderson 9 to our International trucks, will be coming along for delivery in Competitors' Tractors 10 March. It's another Harvester "first," the result of years of joint Joe Swedie, Celebrity in a Tool Crib 11 engineering efforts by General Electric Company and ourselves. Fanfare, Footlights and Freezers 12 Those are all reasons why we think 1955 can and should be Take Promising Amateurs 13 better than 1954. We have the best products we have ever had. Season with Professionals 14 Add Direction 15 We will have more new products during 1955, in nearly all divi­ And You've Got a Show! 16 sions. We've been sharpened up by a year and a half of bucking A Lion in the Family 18 a rough, tough, competitive market. I ron Men, and Steel 20 We can get the job done, if we design and make and sell Men Against the Great Fires 22 products as well as we know how. How to Make Iron and Steel 23 A POWERFUL NEW FARMALL ROARS INTO VIEW TO CAP 30 YEARS OF LEADERSHIP IN THE TRACTOR INDUSTRY.

CLIMAXING 30 YEARS OF PROGRESS A NEW LINE OF FARMALLS

On December 15, a new line of Farmall tractors made its 100 or Cub. The 1955 Farmalls supply more power, more appearance. That was the bald fact of the biggest farm kinds of power and better control of it than farmers have tractor story in 30 years. Not since 1924, when the first ever had before. There was a time when the farmer's needs Farmall revolutionized farming, has the word Farmall made cut the pattern for tractor design. With the new Farmall line, such great news or meant so much to so many people. engineering sets the pace. Farmall now offers power and han­ The remarkable new tractors will give farmers power to dling ease designed to create its own need among customers. do more work. They will also give IH employes more work And for share owners, who have invested heavily in new to do. This will be true in the Farm Tractor Division, of tooling and plant rearrangement to make manufacture pos­ course. But it will be just as true in other divisions of the sible, the 1955 Farmalls give greater promise of continuing company. Equipment tailored to the new Farmall line will returns on their investment in IH. The new line of tractors make jobs in IH farm implement plants. Employes in other brings hope for new sales and better business for thousands divisions will be turning out collateral parts. And IH sales­ of Harvester dealers. This is of first importance to employes, men will have the most salable Farmall ever built to offer too. And for the thousands who are also share owners, it has a their customers. After several months of decline, IH employ­ double meaning. ment has recently taken an upward turn. The new Farmall So announcement of the new fine is big news—for IH tractors are five good reasons for growing employment at customers, employes and share owners. It's also big news many Harvester plants. in the farm equipment industry. Never before at one time For tractor customers, the new Farmall line means that has any manufacturer brought out a complete new line of now for the first time they can have all the benefits of three farm tractors and implement attachments. At the climax of decades of engineering research delivered to them in a single 30 years of leadership, the five tractors in the new Farmall package, available in their choice of five sizes—400, 300, 200, family are still first in the industry. A NEW LINE OF FARMALLS

EASE OF OPERATION and driver comfort join with new power in making 1955 models the best Farmalls ever. New grille, stainless steel emblems keynote line's improved appearance.

A NEW LOOK, A NEW VERSATILITY

Power is the major talking point in the sale of any farm tractor. But other features have been added and tractor owners are paying greater attention to them. From power to aid the farmer in his work, it was only a step to the idea of making it easier for the operator to use that power. For example, in the new Farmall, simply by flipping a convenient lever the operator can (1) decrease speed and increase draw­ bar pull when hard spots in the soil demand it, (2) sink a plow in the ground to desired depth, (3) lift a corn planter or culti­ vator and carry it while turning at the end of a row, (4) run the mechanism of a hay baler, corn picker or harvester- thresher, (5) lift 1,840 pounds to a height of 10 feet. Back- break has largely disappeared from farming. Moderate finger exercise has replaced it. Today's Farmall farmer can also hitch or switch attached implements without leaving the seat of the tractor. He can steer with little effort. He can reach all controls without bending or stretching, and one glance can take in all gauge readings, day or night. He can stand or sit at the wheel more comfortably, start the engine with the turn of a key. He can even light a cigarette without a match. The dinner bell is about all there is to call him from the tractor platform. Ease of operation and driver comfort have become a partner with power on the new Farmall. Tractor appearance is coming in for its share of attention, too. Without sacrificing its distinctive cut-of-jib, the new Farmall makes a better appearance with new lines, stainless steel emblems instead of decals, and a new grille which carries the family relationship through the five models. Truck-type paint on the new line is tougher, holds its gloss. Increasing demand for more ease of operation, greater convenience and comfort for the driver, and emphasis on appearance could make tractor model changes more frequent in the future. Still, the tractor's special purpose must con­ tinue to set some limits on change—as it has in the past. Tractors are built, first, for work. And they can't work alone. They must have implements designed and built to use their power. Since it takes a real improvement in this ability to work to make a wholly new tractor, it takes an equally big change in implement attachments to make the fullest use of the tractor. This is an obstacle for the customer as well as the engineer. THE NEW FARMALLS—400, 300, 200, 100 AND CUB—PRESENT A SOLID FRONT OF POWER. TOP-OF-LINE 400 HAS 51 BELT AND 45 DRAWBAR HORSEPOWER.

NEW LINE STILL CARRIES STRONG FAMILY RESEMBLANCE THROUGH ALL FIVE MODELS. THE FARMALL SILHOUETTE IS AS MUCH TRADEMARK AS ITS NAME A NEW LINE OF FARMALLS

Thirty years ago, an IH dealer in Texas ad- I vertised the first line of Farmalls by comparing I the yearly expenses of a "mule farmer" on 168 acres with those of a Farmall user on the same I acreage. Initial cost of eight mules, feed for a I year, harness, and plows, planters and culti­ vators added up to $3,629. By contrast, the ad pointed out, a Farmall user could buy his tractor I and attachments and pay for a year of gas, oil THE FIRST ONE STILL WORKS and maintenance for only $1,752—less than half the mule skinner's bill. The adman had made an important point. Similar comparisons converted thousands of farms from animal power to mechanical power and revealed the Farmall as the first successful all-purpose tractor. After the clumsy bulk of previous steam and gasoline tractors, the first Farmall looked "spiderly," as one early user put it. But farmers quickly learned that its lighter weight meant more—not less—power. For the first time, they had mechanical power they could maneuver—that wouldn't bog down. For the first time, they had a tractor for row- crop work as well as for all the jobs earlier wheel tractors had done. For the first time, the horse and the mule were on their way to permanent pasture so far as farm work was concerned. The first Farmall furnished drawbar and belt power. Power take-off was also available and WITH 1924 FARMALL, farmer could produce, for example, a ton of hay became of greater use in the later '20s when (30 bales) in 10.2 hours. This first all-purpose farm tractor revolution­ more implements were designed for it. An an­ ized farming. It made the horse obsolete as farm power source, for first tique by present standards, the 1924 Farmall time provided practical mechanical power for row-crop work. But 30 years of progress have made an antique of the 1924 model. (See below.) still bears a striking resemblance to tractors of today. Its high rear drive wheels, arched rear axle for crop clearance and small front wheels set close together for row-crop work are the basic design of most farm tractors on the market today. But basic design was not the only durable feature of the Farmall. Farmers found the tractor just wouldn't wear out. The first Farmall sold will still do all the work it did when it was new. And passing years have proved this true not only of the Farmall fine but of tractors, gen­ erally. This has set the direction of 30 years of change: The only tractor that would sell was one that would outwork its predecessors. So it isn't surprising that fines and general shape of the Farmall have remained constant enough to make its silhouette as much a trade­ TODAY, Farmall farmer with new 400 can do over twice as much work in mark as its name. Changes in its outline have same length of time. He can produce same ton of hay in only 4.6 hours. come only when they would aid the tractor's Seeking first a power plant, tractor customer's major demand is for ability to work. The most radical change in the improved performance, not a wrap-around windshield or heavier chrome Farmall look appeared in 1939 when engineers trim. 1955 Farmall rates twice as high in ability to work as 1924 model. dropped the weight of its former heavy frame and slimmed the tractor down to its crankshaft housing as the main structural member. In addi­ tion to providing better use of power through decreased weight, the change cleaned up the tractor's fines. The '30s also saw the beginning of size changes in the Farmall line. One, two and three-plow models were available in 1933. And when the streamlined Farmall appeared in 1939, it offered four sizes—A, B, H and M, in ascending order— for the farmer's selection. •'wiS**^

TRACED IN LIGHT, PLOWING PATTERN OF FARMALL 400 IS 3'/4 TIMES SIZE OF PATTERN MADE BY 1924 FARMALL IN SAME LENGTH OF TIME.

IH TRACTOR TIMETABLE

1900 Auto mower designed by E. A. Johnston of McCormick 1926 — Farmall Works in Rock Island, Illinois, begins production Harvesting Machine Co. Outgrowth of experiments with of Farmall tractor. internal-combustion engine. 1933 — Pneumatic tires become Farmall equipment. Farmall 12, 1905- Experimental work with first IH tractor begins at Key­ first of one-plow tractors, introduced. F-12 joins F-20 stone Works (now Rock Falls). (2-plow) and F-30 (3-plow) to form first Farmall line. 1908 First all-International tractors produced at Akron Works. 1939 — Farmall A and B with "Culti-Vision" introduced along 1909- International tractor receives medal of honor at Amiens, with H and M and hydraulic Lift-All. France, for plowing two days without a breakdown. 1945 — Announcement of "Touch Control." Announcement of 1910 Harvester's Mogul and Titan tractors represent a third of hydraulic remote control through "slave" cylinder. the nation's production. Tractor Works built in Chicago 1947 — Farmall Cub enters sales scene. for exclusive manufacture. 1948 —- Introduction of Farmall Super A and Farmall C (replac­ 1915 Motor cultivator produced experimentally by IH. ing B) with Touch Control. 1918 Power take-off pioneered by IH. 1951 — Farmall Super C appears. 1919 IH experimentation begins on first all-purpose tractor. 1952 — Farmall Super M and Super H appear. 1921 McCormick-Deering 15-30 wheel tractor in production. 1953 — Fast-Hitch announced for Super C. Continuous hydraulic 1922 McCormick-Deering 10-20 wheel tractor manufacture power for Super H and M. begins. 1954 — Torque Amplifier made available on Super M; Hydra- 1923 Farmall name, in use since 1919 by engineers to designate Creeper for Super C. Electrall announced. Independent all-purpose tractor, registered in Washington. power take-off made available. 1924 - Regular production of Farmall begins on limited basis. 1954 — New Farmall line announced, with Fast-Hitch for all five First Farmall sold on March 1. models. A NEW LINE OF FARMALLS

FOR A NEW LINE, A NEW LANGUAGE

THE HYDRA-CREEPER: Torque Amplifier: New gear unit adds five forward speeds and one reverse, SLOWEST TRACTOR EVER BUILT boosts pull power in each of the regular gears without stopping tractor or clutching. Especially useful in getting through hard spots in a field, slowing down for turns or start­ ing up with heavy loads. Saves enough time to allow farmer to plow up to two acres more per day, with less fuel, less wear and tear on tractor. Available on Farmalls 400 and 300.

Indepe?ident PTO: New power take-off takes power direct from tractor flywheel to operate mechanism of attached implements like hay balers and corn pickers. Independent of tractor clutch and transmission, it keeps implements operating at correct speed even though field conditions may require stopping tractor or changing its speed and pull power. Operator can start or stop pto whether tractor is moving or standing still. Avail­ able on Farmalls 400 and 300.

Hydra-Touch: New Farmall implement control gives tractor operator hydraulic power to lift and lower attached implements simply by moving a handy lever. Engine implement or single sections can be raised or lowered in this manner. Delayed action may also be selected. Nudging Hydra-Touch control lever gives slight changes in implement setting, makes con­ trol of heavy implements more flexible. Available on the Farmalls 400 and 300.

Fast-Hitch: Exclusive Farmall implement hitch is fully automatic, permits operator to hitch and unhitch implements without leaving tractor seat. He Lines up hitch sockets on tractor to meet hitch beams on implement, backs up until beams lock automatically in sockets. To unhitch, he lifts two latches, drives away. Hydraulic power gives operator complete con­ ONE-MINUTE camera exposure tells story of new Hydra-Creeper attach­ trol of Fast-Hitch implements, either for work or for carry­ ment available with Farmall 200. During 60-second period, the 200 with ing them in raised position at road speeds. New Farmall line Creeper in operation (foreground) travels only 23 feet while man walking offers Fast-Hitch on all five models for first time. Single at normal gait covers 220 feet and Farmall 400 in low gear goes 161 feet. socket and beam hitch is available on new Cub and 100. Creeper provides slow speed necessary for transplanting without stall- outs or power loss. Touch Control: Easy lever action hydraulic control system designed for the three smaller Farmalls, Cub, 100 and 200. Provides flexible control of attached or mounted implements. Like Hydra- Tractors don't break records for high speeds. Most farm work Touch, its power is "live"—available whenever tractor requires comparatively low speeds—low, that is, by jet age engine is running whether tractor is moving or stopped. On standards. And some jobs—like transplanting tobacco, vegetables the 200, tractor operator can use Touch Control to level and flower bulbs—must be done at a snail's pace. So tobacco Fast-Hitch sockets with implement beams. farmers and nurserymen have been needing a tractor that would barely move along without losing power and stalling out. This need Electrall: for slower than slow motion gets its answer from Farmall in the Compact electrical generator mounted on tractor converts form of a new tractor attachment called Hydra-Creeper. Available engine power to electrical energy to drive electric motors on with the new Farmall 200, the unit uses the tractor's hydraulic implements or portable tools and to provide for such things pump to drive a hydraulic motor. This, in turn, drives the tractor's as field floodlighting or standby emergency power. Electrall rear wheels through the power take-off shaft. Using Hydra-Creeper, will be available on the Farmall 400 in 1955. the farmer gets full horsepower at speeds as low as 23 feet per Culti-Vision: minute, about one-twelfth the normal walking speed of a man. On Farmall Cub and 100, engine is offset to left, giving Hydra-Creeper is another example of increased power flexibility operator unhampered look at his work when using forward- offered by Farmall. mounted implements. THE MISADVENTURES OF R. W. HENDERSON

The trials of early tractor manufacturers are set down in oughly before we could get the motor started. We had no technical terms for the most part. But, in a welter of dates, very good facilities for handling our fuel, so we procured two horsepower ratings and references to friction drives, live axles three-gallon candy buckets, one for water and one for gaso­ and opposed engines, R. W. Henderson's account of his line. The gasoline bucket had a large red letter "G" painted experiences with some of Harvester's first gasoline tractors is fresh, lucid and often humorous. Henderson spent a number of years as a traveling tractor expert for the company during the days of the Mogul and Titan tractors. His trouble-shoot­ ing journeys took him all over the U. S., Europe and South America. Apparently he seldom had a dull moment. On one occasion, a tractor he was to deliver in Chile sank to the bottom of Talcahuna harbor in a storm. Another time, he was crossing the Andes mountains by muleback with a tractor piston and connecting rod for a 25-HP type "D" tractor, when the mule bearing the tractor parts lost its footing on the narrow trail, and fell over a 3,500-foot precipice. "Through my field glasses," Henderson wrote, "I observed that the piston had burst and the connecting rod bent in its fall. The mule, of course, was dead. So I did not undertake to salvage any of the material." Such incidents, Henderson said in a masterpiece of understatement, "make you feel rather dubious about taking these trips." Other Henderson experiences comment vividly on the tractors themselves. Once in South America, he and a farmer were plowing in some low marsh land when their 45 HP Titan "dropped in up to its frame all around." "The owner of the tractor told me to let it set and he would bring a yoke of oxen to pull it out in the morning. I told him I would let it set, but suggested that he bring 20 yoke of oxen to pull it out. He felt positive that two yoke could move it out, but after hitching on six yoke, or twelve oxen, and not being able to budge it, he sent to the ranch house for a longer cable and got all the oxen that appeared to be in sight. After he on the side, but this became covered with grease so that it had them lined up on this cable, I counted them and there was practically impossible to tell them apart. One morning were just 19 yoke, or 38 oxen, hitched to the cable." Mr. Jarvis filled the water bucket with gasoline. We had just When 19 yoke of oxen couldn't move the 20,000-lb. Titan, thoroughly warmed the tractor up and got it started, and the Henderson suggested starting the tractor so it could help rags that were on the mixer were knocked off and fell under itself. "I don't think any of these 38 oxen had ever heard an the tractor. internal-combustion engine explode," Henderson said. "And "Being afraid that these burning rags might set the grease neither do I think it was possible for them to pull it out of the afire on the tractor, of which there was quite an extra amount, hole if they had not all been thoroughly frightened. But the I picked up what I presumed was the water bucket and way it was, with the help of the engine, it came out. And after dashed the three-gallon contents under the tractor to put we got all the oxen untangled, we found there had only been out these burning rags. Mr. Jarvis was in the cab and had seven yokes broken." presence of mind enough to throw in the clutch before Often it took an expert to start the tractors of Henderson's jumping out. day, and he made many trips for this purpose alone. Cold "The sight that followed, while expensive in a way, was weather made starting even more of a chore. One time in really beautiful. The tractor walked off across the field, Illinois, Henderson and a partner, B. F. Jarvis, were trying dropping a burning board from the cab about every hundred to start a very frosty 25-HP Mogul Jr., which was equipped feet. After the cab and wood parts had completely burned off with the wooden canopy and cab. and we had again lassoed "Barney," as we called her, we "It was necessary to soak rags with gasoline and wrap them spent the rest of the day putting on a canopy. Thereafter, we around the intake pipe and heat this pipe and mixer thor­ had to do without a cab." A NEW LINE OF FARMALLS

THE TRACTORS

WE'VE GOT TO BEAT! MINNEAPOLIS-MOLINE refers to the en­ gine as the "Powerful Heart" of its new ZB tractor, calls its hydraulic system "Uni-Matic." "Center-Line" and "Visionlined" describe visibility improvement of the ZB. "Flote-Ride" seats, "split beam" lights and live pto are among ZB's standout points.

^^

MASSEY-HARRIS 44 Special offers 277- JOHN DEERE line includes three 2- FERGUSON advertises "built-in power," cubic-inch valve-in-head engine for cylinder models, "50", "60" and more "lugging ability" in its new extra "lugging ability," new "Follow- "70". In addition to hydraulic con­ Ferguson "30" valve-in-head engine. Up" hydraulic system and "Velvet trols, live pto, 3-point hitch and Among exclusive features, Ferguson Ride" seat among other improvements power steering, Deere offers hand offers automatic protection from hid­ for greater power, control and opera­ clutch, "Quick Change" adjustment den obstructions for tractors, imple­ tor comfort. Live power take-off is of rear wheel width, "Roll-O-Matic" ments, through shift of weight from optional equipment on the 44. front wheels which they say "cut back to front wheels, causing loss of front-end bounce in half." traction until obstruction is cleared.

FORD'S "Red Tiger" engine, "Hy- THE J. I. CASE company presents its ALLIS-CHALMERS lists "5 built-in power Trol" live action hydraulic system, model "500" diesel tractor as "the features" for its WD-45 tractor: "four-wheel stability" and "three- latest in modern farm power." Con­ "Power-Crater" engine, "complete point hitch" are among features avail­ stant power take-off, hydraulic con­ hydraulic system" with "Traction able with this tractor. On a single dial, trol and power steering get top billing Booster" for increasing rear wheel "Proof Meter" gives engine r.p.m. along with the model's new 6-cylinder traction automatically as needed, travel speed, pto speed, belt pulley engine. Better seating, better brakes "two clutch" power control, "power speed and hours of tractor operation. and an engine hour meter are a few shift" wheels for easy engine-powered additional "500" features. tread adjustment, and a one-point "Snap-Coupler" implement hitch. 10 JOE SWEDIE: CELEBRITY IN A TOOL CRIB

Joe Swedie a celebrity? A few months ago, Joe Swedie himself would have been the first to scoff at such a suggestion. Busy during the day in his tool crib in West Pullman Works and busy in the evenings with his unique avocation, Joe had little time to think of himself in any terms. And if he had, "celebrity" was one word he would have never chosen. But look at the evidence: The Saturday Evening Post, in its Christmas issue, published a glowing piece about him. The National Association of Manufacturers, in its televised "Industry on Parade," called him one of the great benefactors of our time. The Variety Club of Chicago tabbed him "Man of the Year." A national religious monthly saluted him with a moving tribute. TV and radio producers vied with one another to land him on their Yuletime shows. To modest Joe Swedie, all this fuss was somewhat mysti­ fying. All he was doing—all he had ever done—he protested, was to try to be a "good neighbor to my neighbor's child." Protest all he might, the Swedie story caught the fancy of every editor who heard it. This was its essence: Every night of the week, every week of the year, Joe Swedie contributes his time to cheer the ill and lonely. Going without his dinner, he packs a movie projector, a portable screen and movie film into his ancient automobile and sets off to entertain shut-ins or underprivileged children. Not only does he devote all of his spare hours to the cause, but he spends half of his annual income renting the film and keeping his equipment in repair. And he takes his yearly vacation during the Christmas season, when his young friends have special need for cheer. Having been reared in an orphanage himself, Joe Swedie knows how much his good work means. But he takes no special credit. "It's surprising," Bachelor Joe explains, "how much good you can do with a little effort." To untold numbers of young Chicagoans, Swedie is affection­ ately known as "Uncle Joe," which is precisely what English, Scottish and French tykes called him during World War II. An army technical sergeant, he kept them well supplied with chewing gum and candy. FOR YEARS, without fuss or fanfare, Joe Swedie has These days, with slight variations, Uncle Joe's movie been spending most of his spare time and half of his schedule goes something like this: Sunday night, Herrick annual income showing movies to sick and under­ house, convalescent home in Bartlett, Illinois, for children privileged children. This year, quite by accident, recovering from rheumatic fever; Monday night, Little the story of Joe's unique hobby got around. Colum­ Company of Mary hospital; Tuesday night, Michael Reese nists and commentators spread the word further. hospital; Wednesday night, La Rabida sanitarium for children Organizations heaped honors on him. The Saturday with heart disease; Thursday, Friday and Saturday evenings, Evening Post published a glowing tribute, "The Secret showings in school auditoriums or in private homes for Life of Joe Swedie," in its Christmas issue. For youngsters too ill to leave their beds or wheel chairs. Swedie, the sudden attention was bewildering, but not enough to interfere with his nightly mission. Because the Swedie brand of unselfishness is so rare, Joe encounters a lot of questioning. When asked why he does it— why he voluntarily spends every night of the year entertain­ ing others—Joe often answers with a question of his own: "Did you ever hear a poor child laugh?" THE FIGHT FOR SALES

FANFARE, FOOTLIGHTS AND FREEZERS

To paraphrase a new axiom, there's no business without show business these days, no business at all. A manufacturing firm with a new line of products to sell begins the effort by whipping up enthusiasm among its sales organization. And it does it with showmanship . . .

On the large stage, three pretty girls in cheerleader cos­ tumes were singing a parody on the Schnitzelbank song: "Tests have shown she saves on juice "Yes it's proved she saves on juice. "And she's made for year 'round use "Pumping heat for year 'round use. "Year 'round use . . . saves on juice . drier air . . . cooler there . .. noiseless sh . . . no draft wff. . room air clean . . . beauty queen . . . oh du schoene, oh du schoene, oh du schoene beauty queen." As the girls raced through the lyrics, a rotund gentleman scrambled back and forth in front of a large illustrated chart, trying to point to each slogan on cue. It was a bit of foolishness with a serious purpose. As the large man threshed around in the spotlight, the audience roared with laughter. But it got the message, too. The virtues of the beauty queen came through loud and clear. The beauty queen was a new International Harvester air conditioner, and the skit was part of a sales meeting, 1954 style. Harvester's 1955 refrigeration line was making its bow dramatically; big business and show business were sharing the spotlighted stage. Last year, U. S. industry invested three billion dollars in sales meetings and conventions. In some 20,000 instances, professionals were called in to help plan, produce or direct the shows. International Harvester, in the course of the year, introduced a new farm tractor line and a new industrial power line in addition to its new refrigeration products. It went to the footlights each time with a professional presentation. In Harvester's case and others, this was not done just to have a show. The productions were painstakingly prepared to spur enthusiasm for new units rolling off assembly lines. Where they helped create a demand, they helped create jobs for employes, too. To record the backstage drama, TODAY'S camera was on hand last month as Harvester's refrigeration show took shape. As rehearsal areas, Harvester had taken over a number of rooms in Chicago's Congress Hotel. It had hired an executive producer, Curt Dechert, a producer-director, Arnold Coty, and three rehearsal directors. By October 24, when the cast assembled with scripts in hand, much preliminary work had

TO INTRODUCE Harvester's 1955 refrigeration line to the company's selling organization, professional entertainers (left) and IH sales personnel (opposite page) pooled their talents.

12 TAKE PROMISING AMATEURS .

MEMORIZING was difficult task. Most of the men became adept at improvising.

THE WAYS of the theater were strange and sometimes discouraging to the men of business. After four solid days of learning lines and practicing deliveries, the amateur actors moved groggily into dress rehearsal.

P^M ESP* • • * n.^M

-T» =' '•'•"! 1 m

tar PRESENTED with script, this salesman > discovers for first time what he is in for. HHcTT A DIRECTOR PLEADS . . A SPIELER SPIELS A SALESMAN CAVORTS.

AFTER "blowing" his lines, repeatedly, this actor gets a mock tongue lashing from one of the professionals in the cast. FANFARE, FOOTLIGHTS AND FREEZERS

SEASON WITH PROFESSIONALS

been completed: a college theme and a campus setting had been approved; a set had been designed and a stage ordered; three professional entertainers had been cast as cheerleaders; two pianists had been hired; new lyrics, extolling IH freezers, refrigerators and air conditioners, had been written to college fight songs; a script had been written and rewritten; props and products had been assembled. But a bigger job remained. Most of the cast members were non-professionals. Most were IH refrigeration representatives, salesmen who knew products backward and forward but who were strangers to the klieglight and grease paint circuit. In the space of a week they would have to be transformed into troupers. And the professionals and non-pros would have to be welded into a cohesive unit. Rehearsals began. The five salesmen (one from each U. S. region) who were to handle the refrigerator presentation were closeted with a rehearsal director in one room. Five freezer men and their rehearsal director occupied a second room. The air conditioner group began emoting in a third. In the ball­ room, Director Coty started rehearsing the pianists and cheerleaders. In the meeting of two distinctly unlike worlds there was a little uncertainty at first, but no friction. The professionals moved into their roles jauntily. The non-pros started slowly and stiffly but found inspiration in group enthusiasm. By the third rehearsal day they were talking like veterans (" ... then I'll stop and wait for applause . . . ") and warming up to the WHEN THE DIRECTOR SPOKE to the professionals, job ahead. Meanwhile, the directors were polishing deliveries, they hung on his every word, whereas the businessmen sharpening gestures, inflections, timing. politely abided direction, calling for help only when disaster struck. Besides adding sparkle to the presentation, the show girls saved non-pros from momentary mental blackouts. By throwing cues, they could steer others back to the script. ADD

CHEERLEADERS Patte Preble, Tomi Thurston THE DIRECTOR pilots showgirls through football- REHEARSALS went forward in spite of com­ and Hilda Henke had to learn five new college blocking sequence. During early stages of re­ plications. Ballroom in which the cheer­ songs for each IH region, in addition to the hearsal, the several groups in the cast practiced leaders and pianists worked had to be set basic ones used for all shows—nearly 40 songs. separately. The acts were dovetailed later. up for banquets on several occasions.

14 PRODUCER-DIRECTOR ARNOLD COTY. Coty and Dechert worked four International Harvester shows during 1954, including the big industrial power roundup on the Arizona desert, ^

WILLIAM H. GRAFFIS, of Leo Burnett advertising agency, wrote lyrics for show's musical numbers. Sample (to tune of Notre Dame song): "Most air conditioners are 'bout the same, unless they bear that Harvester name ..."

EXECUTIVE PRODUCER CURT DECHERT. HE COULD DEAL WITH SHOW PEOPLE LIKE A SHOW PERSON, WITH BUSINESSMEN LIKE A BUSINESSMAN.

DIRECTION

Friday, October 29, was dress rehearsal day. For the first time, all of the elements of the show were to be pieced together. For the non-professionals, the session was dis­ couraging. There were script changes and cue changes. A number of speeches had to be pared. Technicians and stage­ FIRST DRESS REHEARSAL was discouraging to hands had to get accustomed to the scenery and fighting. non-pros. Impromptu conferences interrupted Impromptu conferences halted the action. Extreme nervous­ proceedings. A number of cue changes had ness in some cases slowed progress. The rehearsal limped on to be made. Second try was much better. and on, into the night. A second dress rehearsal on Saturday found fewer snags. On Monday, the first show date, these had disappeared, and so had the jitters. Three hundred Harvester men from the Central and Northwest regions witnessed a smartly paced, professional production. The pretty cheerleaders sparkled, strutted, and sang their parodies. The salesmen- turned-actors were fired up as they hailed the new refrigera­ tors ("the finest of the 12s for the price of a 10 in the space

1! FANFARE, FOOTLIGHTS AND FREEZERS

AND YOU'VE GOT A SHOW!

PAYOFF for the long rehearsal hours: a smooth Chicago showing. Some 300 IH men from Central and Northwest regions assembled to preview new refrigeration line. Subsequent shows were held in other cities.

DECORATOR refrigerator doors in hues of flame, pink, primrose-yellow and spruce were rolled across stage. of an 8") and the new freezers ("the flavor you put in is the flavor you take out"). The Chicago showing was only the begining. Presentations for other regions were made, in rapid order, in New York City, Boca Raton, Florida, St. Louis and Los Angeles. The pro­ fessionals and the top refrigeration sales executives made all five appearances. The refrigeration representatives appeared CURTAIN time, and in their home regions only. stage fright hits Chicago show girl Despite difficulties the show did equally well on the "road." just as hard as In St. Louis, where the decorator had gotten a wrong set of it does the IH specifications, a lumber yard owner had to be routed out of sales representative. bed at 4 a.m. to measure and cut lumber for new proscenium arches. In Miami, the musicians boarded the wrong plane and were 24 hours late arriving in St. Louis. In New York, the duck, who was supposed to dramatize the hermetically sealed refrigerator door, tired of act, hopped off the apron of the stage and joined the audience. But in the best theatrical tradition, the show went on. This BEN DERR was one was hardly the theater of Shakespeare, of course, or of Shaw, executive who didn't but it had its vitality and its value. It was a new kind of need dramatic theater where enthusiasm is the objective and the product's training. He the thing! preached product with a thrilling hell-fire.

16 ter^fc-

SHOW WAS STAGED in Illinois, New THEATRICAL DEVICES were used wherever M. F. PECKELS, manager of Harvester's York, Florida, Missouri and Califor­ possible to dramatize salient features of consumer relations department, outlined nia. Executives like Joseph H. Coats, new refrigeration line. To prove that advertising plans for new line, with em­ assistant product specialist, appeared refrigerator door was air-tight, the speaker phasis on "The Halls of Ivy," IH television in all five shows. Other men ap­ filled it with water. Duck, added for series. Campus flavor of refrigeration show peared in their home regions only. comedy, contributed unexpected touches. was inspired by the CBS-TV program.

SHOWS CAST AND CREW OVERFLOW THE STAGE. MECHANICALLY, PROFESSIONALLY PRODUCED BUSINESS SHOWS RIVAL BROADWAY PRODUCTIONS.

u Tractor Works During the National Professional Football League's 1953 championship game, a window was broken in the house at Shares Tom Dublinsl is 65th and Cass just outside Hinsdale, Illinois. No one can be sure just how it happened. Excitement inside the house may Pride in Tom, Jr.'s, have built up enough pressure to crack the pane. Or one of young Tom Dublinski's uncles may have pushed the television Football Prowess set through it while leading cheers. It seems that Tom's team, the Detroit Lions, was in the process of winning its second straight national championship. This last explanation is the one Tractor Works' Tom Dublinski, Sr., makes in recalling that Sunday afternoon in December 1953. In any event, it's a good example of what is likely to happen in the Dublinski living room whenever the A LION IN THE FAMILY television screen is full of Lions. Tom, Sr., is not as vociferous about his famous son as some other members of the family. When the excitement at 65th and Cass is running highest, "I get out and go over to the tavern to watch the game," Tom says. But the likeable, self-effacing maintenance welder can't really hide the immense pride he feels in his boy, Tom. His billfold always holds a few clippings about the Detroit Lions. And his studied nonchalance in handing you a tatter of newsprint says more than words ever could about this father's pride. More than one of Dublinski's associates at Tractor Works have torn part of their allegiance away from Chicago teams and invested it in the Lions and Tom Dublinski's boy. It's a good bet one of the clippings in Tom's battered wallet will be headlined something like this: "Two Quarterback Wizards Spark Lions' Title Bid—Dublinski, Layne Share Starring Role." When sports-writers compare a player with the great Bobby Layne, they're awarding the highest praise in the business. Young Tom has been described as a "master of fakery" and his skillful ball-handling has played a big part in such important Lion victories as their 21 to 3 triumph over the Los Angeles Rams in the second game of the 1954 season. But he's just as impressive as a passer, and at season's end he ranked fourth in the nation—several notches above Layne— in this department. 1954 was Tom Dublinski's third season with the Lions. But until the game with the college All-Stars last August, his light had been pretty well shaded by the brilliance of Layne. When Coach Buddy Parker, fearing injury to Layne, side­ lined the great Texan for the annual Ail-Star classic, he gave Dublinski his big chance. Tom, who had just turned 24, became a star that night as he led the Lions to victory. While Tom Sr. concedes this was probably the turning point in his son's career, he thinks Tom's best game of the 1954 season was Detroit's first one with the Chicago Bears. When Layne failed to click, Dublinski got the nod and "took the Lions 82 yards for a touchdown." Although Tom, Sr., is now an ardent football fan, there was a time when his first love was baseball. He holds his welding torch in crooked fingers—mementoes of his own days as a semi-pro third baseman. So it was only natural that he hoped young Tom would be a ball player, too. And he was, giving a good account of himself as a shortstop in high school and college. But for Tom, Jr., a grade student at St. Matthews, the sandlots were most attractive when fall was in the air and the ball changed its shape from round to oval. It was the director at Morris Playground in Chicago who first saw unusual football talent in 12-year-old Tom Dublinski and encouraged him to develop it. And while Tom, Sr., had his heart in horsehide, he didn't oppose his son's instinctive desire to concentrate on pigskin. Young Tom played football two years at Chicago's Weber

TALENTED Tom Dublinski, Jr., was fourth best passer in National Professional football this year. Tom shared Detroit quarterback chores with Bobby Layne. 18 I AFTER handing ball to Lew Carpenter (34), Dublinski (19) drops back, as if to pass. Action occurred in Chicago Bear game in December.

TOM DUBLINSKI, SR., a Tractor Works welder, attends as many Detroit games as he can. Once he bought 33 seats for relatives, was rewarded when young Tom fired three TD passes in nine minutes.

High School before the family moved to the Hinsdale area. At Hinsdale High School, Tom became a star quarterback and won a scholarship to the University of Utah. All-con­ ference quarterback and above average as a student, Tom majored in business and accounting. Two summers he joined his father on the Tractor Works payroll, once in the salvage department and once in the mail room. The Dublinskis attend every Detroit game they can, often making the trip to Detroit and Green Bay. And this year, Tom's mother went as far as Philadelphia to watch the Lions play the Eagles. Of course, they are always in the stands when Detroit plays in Chicago. After the games, young Tom usually invites his father into the locker room, so Tom, Sr., is well acquainted with most of the Lions. Of course, when Detroit is playing on the West Coast or in the East, the Dublinskis must usually be satisfied with viewing the action on television. But whether they're on the 50-yard line or in the living room, Tom and the Lions have a large circle of fans just in the Dublinskis themselves. Tom, Sr., has nine brothers and six sisters, and Mrs. Dublinski has six brothers and six sisters. This usually adds up to a big—and vocal—cheering section of aunts and uncles. For Detroit's final game with the Chicago Bears, Tom, Sr., purchased 33 tickets and treated a large section of the family to seats. Even though Detroit lost, Tom, Jr., gave them plenty to shout about. He threw three touchdown passes in the last nine minutes of the game. Quarterback Dublinski is married, has two children, a girl and a boy. Off-season, the family has been living in Salt Lake City, where Tom serves as assistant superintendent of a parental school. His father says—and it's easy to imagine— that the Detroit Lions star is the idol of every boy in the institution. Since he has been working there, the runaway problem has all but vanished. Tom, Sr., insists he doesn't worry about game injuries where his son is concerned, says the boy is big enough to take care of himself. But he also says Tom's mother doesn't take the matter quite so lightly. Nevertheless, injury hasn't been too much of a jinx thus far for young Tom—if you can discount the nine times he has had his nose broken. But Mrs. Dublinski is in for twice as many worries if her husband's fondest wish comes true. Their younger son, Jim, also a Utah graduate and now in the army at Fort Ord, California, may be headed for the Detroit Lions, too. At 6-3 and 240 pounds, Jim is a half-inch taller and 30 pounds heavier than his brother and was a standout at Utah as center and guard. He holds a record out there for 32 tackles in one game. Tom, Sr., would like nothing better than to see a Dublinski brother act in the Lions' line-up someday. Men of IH's Wisconsin Steel belong to a great industry that is altogether a man's world

NO STEELMAN WORKS ALONE. It is the crew which gets a job done, and the eyes and ears of the crew seem to be connected in some invisible, complicated way. Here a furnaceman directs a craneman sitting at a dizzy height above the mill floor as the two pour molten iron into an open hearth. The craneman cannot possibly see what he is doing, because the giant ladle blocks his view, but the eyes of the furnaceman guide him in what is, even for the steel veteran, a delicate job that takes nerve to perform.

20 STEELMEN TODAY remember a man's world in which one of the requisites of a foreman, besides real brains, was the ability to whip any man in the department in a fair fight. Fighting has gone out of fashion in the world of steel, but many modern foremen nevertheless turn out to be the sort of big-man-with-brains, with the football player's quiet strength, that suits the legend of steel. The foreman of today must be more of a technical expert than the mill leader of a half-century ago.

FURNACEMAN PREPARES to plug the tap-hole of an open hearth after filled ladle has been taken away and slag has been permitted to run off, dropping onto floor of pit below.

Dreadful as it is, fire has always fas­ cinated man. Spanked for playing with it as a child, he suffers and dies for wanting to face it in war, thrills to the sight of red, screaming trucks racing to fight it when it has gotten loose, and regards his fellows who have put it to work in industry as a breed of supermen who have harnessed the monster at last. These are the steelmen. Steelmen are not supermen, nor have they harnessed the monster Fire. They are intelligent, tough - minded, able - bodied men who play a daily game of matching their brains against the fury of a bubbling metal they have penned up and tormented with heat. In creating temperatures approaching pure destruc­ tion they seem to be playing with heats as furious as the sun itself, but there are no fools among these men. In the game the steelmen play, a fool would be put out before he could hurt himself. They are rugged men who know their limits, a precious bit of knowledge that has always separated the foolish from the brave. The steelman's business has to be filled with noise and violence because it is the business of creation. Though he could hardly feel any affection for the fearsome stuff being born inside his furnaces, he loves the making of steel, probably because from beginning to end it is a man's business. Any steelman will say that the boiling liquid in his furnace fascinates him and, behind his dark blue goggles, he can hardly take his eyes off the terrible beauty of it. The challenge of the molten iron and steel is that it is too hot to handle. Skillfully, successfully, steelmen handle it anyhow. They do it every day and every night, and on the holidays and the weekends of the year the great fires that restless steelmen have built always seem to burn their brightest. IRON MEN, AND STEEL

in the mill, men pit their brains against the great fires

IN THE MAKING OF IRON, even after the boiling stuff is released from the ABOUT THE PICTURES: The photographs on these pages were made in blast furnace, men keep careful IH's Wisconsin Steel Mill at night. To make them, TODAY'S check on its quality. This is done in cameras used only the heat of molten metal and fire, infrared a fashion that can only remind the radiation which is invisible but will travel hundreds of feet from outsider of a cook sampling freshly furnace doors. Like ordinary light, infrared heat is able to prepared stew. make an image on photographic film designed to respond to it, but its rays are of a frequency length that is outside the sensi­ tivity of the human eye and so cannot be seen. (For camera fans, the average of exposures used to obtain the pictures on these pages was 1/25 sec. at f:1.5, with medium-red filter.)

22 THE OLDER STEELMEN remember a fiery world which, like all the days of youth, seems more glamorous in retrospect than it probably was. But the tales are irresistible, and they have already taken hold on the younger steelmen, who cheerfully make them a part of their everyday life. The young men enter the mill with the knowledge that fire has no respect for education, and that the only way to become a steelman is to be one. In the words of one old-timer, it is something like learning to swim.

THE MEN WHO MAKE STEEL never tire of looking at it. With ingenious little electrical devices, they regularly take the temperature of tons of bubbling steel at a time, raise furnace doors to regard with a practiced eye what looks like a landscape in Hell. At a magic moment they know when the contents of the open hearth are ready to go. At this instant the whole department goes into action, all hands on alert to trap it in the biggest bucket man has ever built, which HOW TO MAKE IRON AND STEEL steelmen modestly call a "ladle." Although it is far from being so simple, if making iron and steel were set forth as a kitchen recipe, it might go some­ thing like this: To make steel, first make iron. To make iron, take one ton limestone, one ton of coke and 1 and % tons of iron ore; mix, and heat to 3,000 degrees. Cook about six hours. Pour off slag floating on top of stew. Allow to cool before using, or keep warm if steel is desired. For steel, take molten iron and liberal amounts of scrap iron; add heat, cook to taste, depending on steel desired. For toughness, stiffness, strength, ductility, and corrosion resistance, add nickel. For cutting edge at high temperatures and good electrical qualities, add pinch of cobalt. For gen­ erally good hardening qualities, add chromium. To correct generally undesirable effects of sulphur in the recipe, re­ member to add manganese. According to preference, a wide variety of results may be obtained with the use of aluminum, zinc, lead, or copper, also. Chief thing to remember is that stew must remain on fire until all but last traces of carbon are removed. After cooking, pour mixture into molds, dispose of slag, and roll steel into desired shapes while still hot, after which mixture, hot or cold, may be cut to length.

MOST STEELMAKING nowadays is done by machinery, operated by remote control and ingeniously designed to reduce the work and danger. But a few things must still be taken care of by the men themselves, such as stirring up molten iron to break up its surface slag as the metal flows away from the mouth of the blast furnace. TODAY

ERNATIONAL HARVESTE

180 NORTH MICHIGAN AVENUE, CHICAGO 1, ILL.

Form 3547 Requested

IRON MEN, AND STEEL s,ory on Poge 20

FRESHLY POURED, molten steel bubbles and burns in flowerpot fashion as a young steelman advances along the line of ingot molds with packets of chemicals to toss into their six-foot depths, further changing characteristics of the steel.

INTED IN UNITED STATES OF AMERIC* — Harvester Press.