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This file contains:
To Jack Pickett, from H.R. Haldeman. Regarding the William Warne paragraph in the California Farmer. 1 page. [Letter], 10/10/1962
Note to DW, from Bob Haldeman. Regarding a note to Pickett. Attached to previous. 1 page. [Memo], n.d.
Page 26 from the California Farmer. Attached to previous. 1 page. [Newspaper], 10/6/1962
Envelope addressed to H.R.Haldeman, from James Mills Orchard Company. Attached to previous. 1 page. [Other Document], n.d.
To Jack Pickett, Editor of California Farmer. Draft of RN letter thanking Pickett for the support. 1 page. [Letter], n.d.
To Jack Pickett, Editor of California Farmer. Draft of RN letter thanking Pickett for the support. Copy. Attached to previous. 1 page. Not scanned. [Letter], n.d.
To Ross Wurm, from H.R. Haldeman. Regarding the ordering of reprints fo the California Farmer. Attached to previous. 1 page. [Letter], 10/13/1962
To Jack Pickett, editor of California Farmer, from H.R. Haldeman. Haldeman thanks Pickett for his support of the Nixon campaign. 2 pages. [Letter], 10/13/1962
To Jack Pickett, from H.R. Haldeman. Thanking Pickett for clips from the California Farmer. 1 page. [Letter], 6/14/1962
Page10 from the California Farmer with article that mentions RN. Attached to previous. 1 page. [Newspaper], 6/2/1962
Page 18 from California Farmer with an article titled Nixon Makes Stand On State Water Policy. Attached to previous. 1 page. [Newspaper], 5/19/1962
Envelope addressed to Nixon for Governor Campaign Headquarters, from California Farmer. Attached to previous. 1 page. [Other Document], n.d.
To Keith B. Yetter, director of sales for California Farmer, from H.R. Haldeman. Regarding advertising in California Farmer. 1 page. [Letter], 6/22/1962
To H.R. Haldeman, from Keith Yetter. Regarding advertising in California Farmer.Attached to previous. 1 page. [Letter], 6/20/1962
California Farmer advertising rates and guidelines. 1 page. [Brochure], n.d.
California Farmer's circulation by county. 1 page. [Brochure], n.d.
Press kit of the California Farmer. Scanned cover only. [Brochure], n.d.
Scholar Source Context
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localId
26127676
label
WHSF: Returned, 53-21
core
doc
dtoType
document
citationUrl
pageCount
1
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id
26127676
sourceUrl
contentType
document
title
WHSF: Returned, 53-21
description
This file contains:
To Jack Pickett, from H.R. Haldeman. Regarding the William Warne paragraph in the California Farmer. 1 page. [Letter], 10/10/1962
Note to DW, from Bob Haldeman. Regarding a note to Pickett. Attached to previous. 1 page. [Memo], n.d.
Page 26 from the California Farmer. Attached to previous. 1 page. [Newspaper], 10/6/1962
Envelope addressed to H.R.Haldeman, from James Mills Orchard Company. Attached to previous. 1 page. [Other Document], n.d.
To Jack Pickett, Editor of California Farmer. Draft of RN letter thanking Pickett for the support. 1 page. [Letter], n.d.
To Jack Pickett, Editor of California Farmer. Draft of RN letter thanking Pickett for the support. Copy. Attached to previous. 1 page. Not scanned. [Letter], n.d.
To Ross Wurm, from H.R. Haldeman. Regarding the ordering of reprints fo the California Farmer. Attached to previous. 1 page. [Letter], 10/13/1962
To Jack Pickett, editor of California Farmer, from H.R. Haldeman. Haldeman thanks Pickett for his support of the Nixon campaign. 2 pages. [Letter], 10/13/1962
To Jack Pickett, from H.R. Haldeman. Thanking Pickett for clips from the California Farmer. 1 page. [Letter], 6/14/1962
Page10 from the California Farmer with article that mentions RN. Attached to previous. 1 page. [Newspaper], 6/2/1962
Page 18 from California Farmer with an article titled Nixon Makes Stand On State Water Policy. Attached to previous. 1 page. [Newspaper], 5/19/1962
Envelope addressed to Nixon for Governor Campaign Headquarters, from California Farmer. Attached to previous. 1 page. [Other Document], n.d.
To Keith B. Yetter, director of sales for California Farmer, from H.R. Haldeman. Regarding advertising in California Farmer. 1 page. [Letter], 6/22/1962
To H.R. Haldeman, from Keith Yetter. Regarding advertising in California Farmer.Attached to previous. 1 page. [Letter], 6/20/1962
California Farmer advertising rates and guidelines. 1 page. [Brochure], n.d.
California Farmer's circulation by county. 1 page. [Brochure], n.d.
Press kit of the California Farmer. Scanned cover only. [Brochure], n.d.
citationUrl
collections
Richard M. Nixon's Returned Materials Collection
Returned White House Special Files
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26127676
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Richard Nixon Presidential Library
White House Special Files Collection
Folder List
Box Number
Folder Number
Document Date
Document Type
Document Description
53
21
10/10/1962
Letter
To Jack Pickett, from H.R. Haldeman.
Regarding the William Warne paragraph in
the California Farmer. 1 page.
53
21
n.d.
Memo
Note to DW, from Bob Haldeman.
Regarding a note to Pickett. Attached to
previous. 1 page.
53
21
10/6/1962
Newspaper
Page 26 from the California Farmer.
Attached to previous. 1 page.
53
21
n.d.
Other Document
Envelope addressed to H.R.Haldeman, from
James Mills Orchard Company. Attached to
previous. 1 page.
53
21
n.d.
Letter
To Jack Pickett, Editor of California Farmer.
Draft of RN letter thanking Pickett for the
support. 1 page.
53
21
n.d.
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
10/13/1962
Letter
To Ross Wurm, from H.R. Haldeman.
Regarding the ordering of reprints fo the
California Farmer. Attached to previous. 1
page.
53
21
10/13/1962
Letter
To Jack Pickett, editor of California Farmer,
from H.R. Haldeman. Haldeman thanks
Pickett for his support of the Nixon
campaign. 2 pages.
53
21
06/14/1962
Letter
To Jack Pickett, from H.R. Haldeman.
Thanking Pickett for clips from the
California Farmer. 1 page.
53
21
06/02/1962
Newspaper
Page 10 from the California Farmer with
article that mentions RN. Attached to
previous. 1 page.
53
21
05/19/1962
Newspaper
Page 18 from California Farmer with an
article titled Nixon Makes Stand On State
Water Policy. Attached to previous. 1 page.
53
21
n.d.
Other Document
Envelope addressed to Nixon for Governor
Campaign Headquarters, from California
Farmer. Attached to previous. 1 page.
53
21
06/22/1962
Letter
To Keith B. Yetter, director of sales for
California Farmer, from H.R. 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
06/20/1962
Letter
To H.R. Haldeman, from Keith Yetter.
Regarding advertising in California
Farmer. Attached to previous. 1 page.
53
21
n.d.
Brochure
California Farmer advertising rates and
guidelines. 1 page.
53
21
n.d.
Brochure
California Farmer's circulation by county. 1
page.
53
21
n.d.
Brochure
Press kit of the California Farmer. Scanned
cover only.
Wednesday, August 22, 2007
Page 3 of 3
October 10, 1962
Dear Jack:
Al Tisch, of the James Mills Orchards
in Hamilton City, has just sent me a copy
of the October 6th CALIFORNIA FARMER.
The William Warne paragraph is priceless.
I've been reading it to everyone who has
come into my office today, and can assure you
there has been more laughter ricocheting off
these serious walls than at any time since we
moved into the headquarters. It is absolutely
great.
I certainly didn't want this time to pass
without dropping a note of thanks for all you and
the CALIFORNIA FARMER have done and are doing to
help the cause.
Many thanks, and best regards.
WIN WITH NIXON!
H. R. Haldeman
Mr. Jack T. Pickett
CALIFORNIA FARMER
83 Stevenson Street
San Francisco 5, California
be- ae Disch.
pur Stenda enti
BOB HALDEMAN
Here and There
An old story popped up the other
day that somehow seemed terribly
appropriate at this time. An editor
died after a lingering illness. His
with TWO JACKS
savings barely covered hospital and
doctor bills, leaving nothing for
funeral expenses. A friend, after
JACK KLEIN
JACK PICKETT
soliciting funds all day, lacked only
$1 of having enough. Wearily, he
said to a stranger, "Could you give
me a dollar to bury an editor?"
God bless the senfor citizens. The
are thinking past their own span
energy. We wonder what chain of
most fascinating part of an edi-
to that of their children and grand
events led to this appointment but
The stranger pulled out a five-
tor's job is delving into the mail
children.
it was a beautiful appointment.
dollar bfll, and said "Here-bury
five of them.
bag. We personally greatly admire
Don't get too flushed with success,
the individual citizens who have
1
Bill-three years is an awfully long
enough guts to fight for their
run.
beliefs.
We have a news release from
William Warne informing us that
In the past year we have had
William Warne has been appointed
lots of letters from subscribers in
to the Federal Water Pollution Con-
their 70's, 80's and 90's. Invariably,
trol Advisory Board for a term of
The magazine "Human Events"
these people are scrappers. They
three years.
takes a pretty dim view of Governor
stand up for what they believe.
Brown's arithmetic. Brown claims
Off hand, you would think that
Warne on the pollution board.
a "soundly balanced budget." Ac-
these people had earned their place
Somehow that sounds like a very
cording to the magazine article
in the sun and that they would not
logical appointment. As head sewer
there was a deficit of $187,194,000
be too interested in fighting for the
inspector, we hope Warne throws
for 1960-61, a deficit of $132,382,000
RAIN
RENT
future, but bless their hearts, they
himself into this job with great
in 1961-62 and for the budget year
of 1962-63 there is a projected
deficit of $92,000,000.
"Human Events" claims that
Brown claims a balanced budget
by counting in money from bond
issues which have been authorized,
One of California's largest
but not yet sold.
producers of irrigation systems
RENT OR BUY
1
1
Sprinkler systems
Gated pipe
Dr. Lorenz, of Dinuba, Tulare
Hunter heavy-end
County, asks "if it isn't about time
aluminum pipe
the Department of Agriculture
developed a polyunsaturated cow?
Long or short term rentals
Or it this udderly ridiculous?"
Expert engineering service
Ans. Dear Doc: We do not know
Call your Rain for Rent branch
for low rental rates.
if it is ridiculous but it certainly
is a titillating idea.
After Five Da,
To
James Mills Orchards Company
HAMILTON CITY, GLENN COUNTY
CALIFORNIA
I-PM 6 CALIF.
7962
POSTAGE
Mr. H. R. Haldeman, Campaign Mgr.
Nixon for Governor
3908 Wilshire Blvd.
Los Angeles 5, Calif.
Rmw
to
RN letter draft
Mr. Jack T. Pickett
Editor
CALIFORNIA FARMER
83 Stevenson Street
San Francisco 5, California
Dear Mr. Pickett:
Bob Haldeman showed me your
October 20th editorial which you so kindly
sent to him in advance.
I do want you to know how
greatly we all appreciate the support provided
by the CALIFORNIA FARMER, and the leadership
which you personally have exercised in taking the stand
you have. For all you have done and are doing to
help us in this vitally important California election,
you have my personal thanks.
With warm regards and all good wishes.
Sincerely,
October 13, 1962
Dear Ross:
Attached is copy of the letter I have just
written Jack Pickett, and fax copy of the
October 20th editorial which is really great.
Don't you agree it would be valuable for us to
order reprints for a broad statewide coverage
of farmers other than those who subscribe to the
CALIFORNIA FARMER? At the very least, I think
we should get enough to supply copies to the
Editors and Publishers of every weekly newspaper
and every daily in agricultural areas, as well
as every radio and TV station servicing agricultural
areas.
The significance of the CALIFORNIA FARMER taking
this strong editorial position for the first time
in 108 years should be forcefully brought home to
all of the Editors and Publishers and others to
whom this is sent.
Will you contact Jack Pickett and see what is involved?
WIN WITH MIXON!
Mr. Ross Wurm.
H. R. Haldeman
Farmers-for-Mixon
P.O. Box 3186
Modesto, California
October 13, 1962
Dear Jack:
Needless to say, we are delighted that
108 years of grasping to your breasts has been
loosened for 1962.
Seriously, the position you have taken
in this vitally important election is one which
I strongly feel will be of great significance
in the outcome. I very much appreciate your
sending the October 20th editorial page, and will
certainly bring it to Dick's attention immediately.
I think you will agree that the tide
turned strongly in this campaign on October 1st when
the two candidates made their joint appearance in
San Francisco. The outcome, I don't believe, was
ever in deubt, but it certainly appears now that
the margin of victory will be considerably greater
than any of us had dared hope.
Your support and your outstanding method
of presenting it to your readers is certainly much
more than a "crumb of encouragement", and is
greatly appreciated by all of us who are dedicated
to this cause.
I am sure you will never regret having
taken what I realize was a very drastic step for
the CALIFORNIA FARMER. I believe you have performed
a most valuable service to your readers in having
done so.
Mr. Jack T. Pickett
(2)
October 13, 1962
I also want to take this opportunity
to thank you and the CALIFORNIA FARMER for
your generous support of our Farmers-fer-Mixon
program. Your cooperation with this group
and all you are doing to assist them is known
and this is just a word of sincere thanks.
Kindest regards and best wishes.
Sincerely,
H. R. Haldeman
Mr. Jack T. Pickett
Editor
CALIFORNIA FARMER
83 Stevenson Street
San Francisco 5, California
P.S.
I am going to ask Ross Wurm to contact
you regarding the possibility of obtaining
some reprints of the October 20th editorial
for use by the Farmers-for-Nixon.
June 14, 1962
Dear Jack:
Many thanks for the clips from your
May 19th and June 2nd issues.
I especially liked "You can please none
of the people some of the time".
The choice this November will be Nixon or
X
Brown, and the majority of voters will
make the wise choice. I would hope that
not only the Candidate, but our "Farmers
X date
for Mixon" will keep you supplied with a
great deal of material which will help
Californians make the wise choice.
Kind regards and best wishes.
Sincerely,
H. R. Haldeman
Mr. Jack Pickett
California Farmer
83 Stevenson Street
San Francisco 5, California
F & C & - Farmers for Nixon "California Farmer"
/File: P.R. Friendly Editorials Calif Farmer- folder
ack
Editorially Speaking
By Jack Pickett
What About Free Trade?
B
ACK in August, 1959, we wrote an
free trade among the 50 states and not all
pletely eliminate a lot of tariffs that are now
editorial entitled "Free Trade." In this
those seven points hold true. The European
at the level of 5 per cent or less.
editorial we were quoting a business research
Common Market has very few of those
expert and his ideas of the conditions that
conditions.
But tariffs are not the whole question. You
should exist before we could have free trade.
can eliminate tariffs and still not have free
trade due to artificial restrictions such as
He said the following conditions should
But the point we wanted to discuss is this
quotas, restrictions, import quotas, etc. The
exist:
country's future in foreign trade. The last
U.S. has such restrictions, but we believe we
tariff to be passed by Congress was the
use them sparingly. The Common Market use
1. Uniform taxation.
Smoot-Hawley tariff and in the following
of these devices has been pretty brutal,
2. Uniform currency throughout the world.
quarter century we started lowering our tariffs
especially against agricultural- products. But
3. Uniform labor laws.
through the reciprocal trade agreements.
we just hope that our own State Department
will have guts enough to bargain aggressively
4. Uniform wage rates.
and use these other weapons if necessary
5. Uniform business ethics.
We certainly practiced what we preached
when fighting for or protecting one of our
6. Freedom for immigration of labor as
in free enterprise-we have finally reduced
markets.
well as capital.
our tariffs to an average of about 7 per cent.
7. Freedom from fear of war.
Now we are trying to pass a bill that will give
The second point that is rankling us is the
the President the power to reduce tariffs by
seeming reluctance of our own Federal Gov-
Those seven points constitute an interest-
50 per cent across the board in wide cate-
ernment to give us the tax relief that would
ing theory but not necessarily true. We have
gories. He would be empowered to com-
enable us to compete in freer trade.
You Can Please None of the People Some of the Time
WE HAVE to a recent issue in which we
had some rather interesting
measured the copy and thought that we
if my man is not nominated, I will not vote
greatly favored Nixon because we gave him
in the general election. Of course, this is
mentioned the candidates for Governor of
more space than we gave Shell.
usually a Republican speaking, and this atti-
this State.
tude will guarantee that Brown will have a
Well, first of all, let us say that we are
permanent job in Sacramento.
First of all, we said editorially that we did
tremendously pleased and encouraged that
not care who you voted for just so it wasn't
people are exercised and excitable over the
One other thing that bothers us is the fact
Governor Brown. This did not seem to excite
coming election. The fact that they feel
that in some rural areas the registration per-
strongly enough about it to do something is
centage has been very low. Anybody that
the masses to comment. But then we went
incouraging. People are getting out and
does not bother to register to vote has no kick
on to make a brief comment about Shelkand,
working for their candidates this year, and
coming about how our governmental affairs
Nixon. Then we related a visit with Nixon.
this is good.
are run and in fact is a second class citizen in
our book. The most helpful political action
We have had some pretty sharp letters
In the past, this paper has not endorsed
that any person in agriculture could take in
in fact, some cancellations. Some of you were
individual candidates. Our interest in the
the coming election is to engage himself in
sore at us because we gave Joe Shell such
coming election is to protect our agricultural
an effort to get the entire rural populus in his
short shrift. Others were real angry because
industry. One of the real stupid political
county registered to vote. The time is short
we would even speak to Nixon. Some of you
statements going around is to the effect that
and the industry stake is very large.
A Key Man Is Mighty Valuable
O
UR job takes us to lots of meetings. We
the Canners League of California. What a
made eight round trips from California to
are ever amazed at the exceedingly high
job he does for his people!
Washington, D. C., last year.
quality of the men who represent the agri-
cultural industry.
One thing that always amazes us about
When you discuss the Common Market of
people such as Mac is the-breadth and know-
Europe, Mac has been in all these countries.
how that makes them so valuable.
He knows most of the key agricultural people,
The other day we flew up from Santa Bar-
and he has been over most competing areas
bara with Mac Clevenger. Mac is a tall hand-
Once a year, Mac gives a dinner for the
and in competing plants.
some man, with a marvelous smile and a
entire California delegation in Washington.
personality that wins friends and influences
Mac has almost daily contact with key legis-
How do you value a person such as this?
people.
lators, both state and national.
It is a few key people such as Clevenger who
have made California what she is in the com-
Mac's title is executive vice president of
In the pursuit of his normal duties, Mac
petitive markets of this Nation and abroad.
10
CALIFORNIA FARMER, June 2, 1962
5. Replacing the present water
director with a man of high caliber
"will be next."
Nixon Makes Stand
6. "At all costs, the counties of
origin of the water must be protect-
ed" along with the original users.
7. There should be "more inherent
checks" on executive power over
water projects.
On State Water Policy
8. "The use of the 160 acre or
any acreage limitation is a step
toward socialized agriculture."
9. "We must not use a water proj-
ect as a means of getting the State
ICHARD M. Nixon delivered a
into the power business through the
water deliveries and said he would
but it certainly will be more than
back door." The Power Committee
Lmajor water policy speech to the
get rid of the super agencies created
the present $18/4 billion bond issue.
should be reactivated.
annual meeting of the Irrigation
by the present administration.
Districts Association at San Fran-
3. "Water needs freedom from
10. We must charge as much of
cisco last month, proposing 13
Nixon made these points:
federal meddling" because "self-
the entire water project to the gen-
points to speed California water
1. Politics, injected by Governor
government at the local level is the
eral taxpayer as is justified by other
development.
Brown, must be removed from the
best government."
benefits, thus reducing the cost of
water program.
water to direct water users.
The Republican candidate for
4. "Getting rid of the present
governor declared himself against
2. No one can honestly say what
governor's super cabinet will be one
11. For the sake of future genera-
the 160-acre limitation on irrigation
the Feather River Project will cost,
of my first acts."
tions, we should plan now for finan-
cing the next state water project.
12. Water quality is a major state
problem, and we need legislation to
control it.
13. Saline water conversion is a
necessary adjunct to the Califor-
Helping
nia Water Plan and research on it
must be pressed.
Nixon said, "It is my opinion that
agriculture
as far as the Feather River Project
is concerned, too much power has
been vested in the administrative
plan ahead
branch of the State government.
"The plan would be sounder if it
contained more inherent checks
by providing needed
than the Governor's vague promises
to deal fairly with all sections of
financial assistance
the State," he said.
the responsibility for potting the
water program into effect. Besides
these drawbacks, it adds a consid-
erable burden of unnecessary ex-
pense," Nixon said.
Men in modern agriculture know that
Alameda Gets
increasing efficiency and productivity
often involves a considerable invest-
First State Water
ment of money. To meet these costs-
Through the California Water
water to be delivered
for farm equipment, or the planting,
harvesting and marketing of farm
Project began to flow on May 10.
products, visit the United California
The initial water delivery of the
Bank office near you and discuss a
$1.75 billion statewide water project
loan. And for down-to-earth advice,
was made in Livermore Valley, in
whenever you want it, you can count
southern Alameda County.
on the men at United California Bank.
Surplus water from the north goes
They know agriculture from the
to two local water distribution agen-
ground up. Plan to get together soon.
cies, Zone 7 of the Alameda County
Flood Control and Water Conser-
vation District and the Alameda
County Water District, for agricul-
tural, municipal and industrial pur-
poses.
The water flows through the por-
tion of the South Bay Aqueduct
that stretches 13 miles from the
Delta-Mendota Canal to Patterson
Reservoir. This $7 million initial
aqueduct unit is now nearing com-
pletion.
The modern bank where you'll always feel welcome
The surplus water that is deliver-
ed into Southern Alameda County
comes from the Sacramento River
Delta, from which it would be
wasted to the Pacific Ocean if it
were not channeled into the facili-
ties of the State Water Project. The
UNITED CALIFORNIA BANK
water originates in the northern
DEPOSIT
mountains.
OFFICES BORDER TO BORDER THROUGHOUT CALIFORNIA
Visit your nearest office or write: Agricultural Department
Edward M. Zeller, San Francisco,
Southern District: 600 South Spring Street, LOS ANGELES
was elected president of the Cali-
Northern District: 405 Montgomery Street, SAN FRANCISCO
fornia Grape and Tree Fruit League.
18
CALIFORNIA FARMER, May 19, 1962
California Farmer
PACIFIC RURAL PRESS - CALIFORNIA CULTIVATOR
83 STEVENSON STREET
SAN FRANCISCO 5, CALIF.
NIXON FOR GOVERNOR CAMPAIGN HEADQUARTERS
3908 Wilshire Boulevard
Los Angeles 5, California
June 22, 1962
Dear Keith:
Thanks very much for your letter of June 20th.
Although we did not, as a policy, participate
in any paid political advertising program during
the primary, it would be my thought something
along this line might develop in the coming
months. We will certainly keep the California
Farmer in mind.
You are absolutely right in contacting Ross Wurm
XX
in Modesto regarding this activity, and I
I
would suggest you continue to keep in touch with
I
File:
him.
Thanks again for writing, and best regards.
date
Sincerely,
H. R. Haldeman
Director of Advertising Sales
"F & C - Farmers for Nixon"
California Farmer
Mr. Keith B. Yetter
California Farmer
83 Stevenson Street
San Francisco 5, California
cc: Mr. Ross Wurm
California Farmer
PACIFIC RURAL PRESS - CALIFORNIA CULTIVATOR
Since 1854
83 STEVENSON STREET
SAN FRANCISCO 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
... the 3 Billion Dollar Market of One Farm Magazine".
We have been in touch with Ross Wurm at Modesto regarding advertising,
but nothing has developed. Should we continue to work through his
office or in connection with yours in this coming political campaign.
yes
Cordially yours,
CALIFORNIA FARMER
Keith BI Yetter
do
Director of Advertising Sales
KBY:kv
Encl.
tall
CALIFORNIA'S OLDEST AND LARGEST FARM PAPER
SERVING AGRICULTURE HORTICULTURE LIVESTOCK POULTRY AND THE FARM HOME
California's Oldest and Largest Farm Paper
Established 1854
Published alternate Saturdays
RATE CARD No. 4
83 Stevenson St.
California Farmer
Issue Date
Aug. 1, 1959
SAN FRANCISCO 5, CALIF.
Effective Date
Jan. 1, 1960
Phone EXbrook 7-0115
===
PACIFIC RURAL PRESS CALIFORNIA CULTIVATOR
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 EX-
Olympic Blvd., Los Angeles 21,
must be sent to:
brook 7-0115.
Calif. Phone MAdison 9-1654.
1-PERSONNEL
J. H. Yetter, Business Manager
a. Jack T. Pickett)
Editors
Keith B. Yetter, Director of Advertising
Jack Klein
)
(Mrs.) Marcelle Boone, Production Mgr.
2-REPRESENTATIVES
a. Represented Nationally by The Katz
Representative in Oregon and Wash-
Direct Representation in California,
Agency-New York, Detroit, Chica-
ington-Frank McHugh Co., 520 SW.
Nevada and Arizona.
go, St. Louis, Philadelphia, Syracuse,
Sixth Ave., Portland 4, Oregon.; 101
Dallas, Atlanta.
Jones Bldg., Seattle 1, Washington.
3-COMMISSION AND CASH DISCOUNT
a. Commission to qualified advertising
b. To earn cash discount agency's check
of month following date of insertion.
agencies-15% and 2% cash discount.
must be mailed on or before 10th day
4-GENERAL
a. Medical, fraudulent or misleading ad-
or mentioning competitors or com-
tionable copy, including stock sell-
vertisments or advertising criticizing
peting systems not accepted. All ques-
ing, subject to approval.
b. Publishers reserve the right to reject
ular rates when placed by a qualified
discounts except on color inserts.
all copy deemed unacceptable.
agency.
(See rates.)
e. Publishers will not be bound by any
e. All political advertising indicated by
g. Publishers reserve the right because
conditions appearing on contract or
words "Political tisement
of possible manufacturing costs be-
order forms or which may be written
above and/or below ad. Political ad-
yond their control or in the event of
or otherwise inserted into advertising
vertising from sources other than
a major economic disturbance to re-
contracts or orders, which are at va-
qualified agencies must be accompa-
vise rates on all space contracts on
riance with the publishers regula-
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 ac-
d. Political advertising accepted at reg-
f.
Flat rate. No quantity or frequency
cepted by the advertiser, latter may
cancel. Flat rate.
NORTHERN
OR
CENTRAL
RATES FOR
5-GENERAL ADVERTISING
STATEWIDE
SOUTHERN
VALLEY
ANY TWO
BLACK AND WHITE RATES
EDITION
EDITION
EDITION
EDITIONS
a. Per Agate Line Flat.
$
1.90
$
.80
$
.80
$
1.50
b. Time and/or Quantity discounts
None
None
None
None
C. Quarter Page, 189 lines
359.10
151.20
151.20
83.50
Half Page, 378 lines
718.20
302.40
302.40
567.00
Jr. Page, 429 lines
815.10
343.20
343.20
643.50
Three quarter page, 567 lines
1,077.30
453.60
453.60
850.50
Full Page, 756 lines.
1,436.40
604.80
604.80
1,134.00
Per Column Inch, 14 lines
26.60
11.20
11.20
21.00
d.
Edition Advertising Copy Changes: Advertising copy changes available for separate editions-North, Central, South. Each
separate edition change in copy or key number if ordered at Statewide rate
$75.00
e. Preferred position 25% 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 plate identi-
7 lines; 2 columns, 14 lines deep; 3
h. Cancellations will not be accepted
fication accompany both logotype, in-
and 4 columns, 56 lines deep.
after 20 days before publication date.
sertion orders and contracts.
g. 3 and/or 4 column ads over 168 lines
i. Covers cannot be cancelled within 60
k. Advertising of alcoholic beverages
not accepted.
*Northern or
*Central
*Rates for
1. Pony spread 6 columns and gutter
Statewide
Southern
Valley
Any Two
by 150 lines deep
Edition
Edition
Edition
Editions
$1,852.50
$780.00
$780.00
$1,470.00
*Available only when not already sold on a Statewide basis 20 days prior to publication date.
m. Facing half pages with no other advertising on pages 25% extra.
6-DISPLAY CLASSIFICATIONS
a. No special rates for advertising 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, $165.00 for 1 page or fraction thereof.
9-INSERTS
a. 4 and 8 page inserts, provided by ad-
counts. Rates on request.
inserts-Rates on request.
vertiser rates and quantity dis-
b.2 page inserts and 2 page Junior
10-BLEED
a. No charge for gutter bleed on facing pages when available, either black or white or color. Premium on Pony spreads.
See Section 5, 1.
11-SPECIAL POSITIONS
a. Guaranteed special position, 25% ex-
ads in appropriate section of paper.
extra for guarantee of no other ad-
tra. Every effort made to position
In the case of facing ½ pages, 25%
vertising in center columns.
12-CLASSIFIED, READING NOTICES, SPLIT RUNS
n. Classified advertising and Breeder ad-
numbers as words), per issue, 25c.
line or $1.50 per line. 12 six point
vertising run in Statewide edition
Ads with broken lines or capitalized
lines per inch. Minimum charge
only. Classified rates: Per word
words (except leading words or blank
$3.00. No displays or illustrations
(counting initials, abbreviations and
space lines) counted as 6 words per
permitted in classified advertising.
Over
Regular agency discount allowed on
ers on application.
free or for pay.
classified advertising. Rates to breed-
b. Reading notices not accepted either
c. Split runs-rates on request.
18-CONTRACT AND COPY REGULATIONS
a. Advertisers having California State-
which differ in time and usage, as
key numbers and to use different in-
wide distribution: Advertisers desir-
well as product requirements, in
sertion dates for each edition sepa-
ing to coordinate sales efforts more
Northern, Central and Southern Cal-
rately at individual edition rates.
accurately with market conditions
ifornia, permitted to change copy or
14-MINIMUM DEPTH-ROP
a. Minimum size of single column ad,
8 and 4 column ads over 168 lines
column measure, 189 lines.
7 lines; 2 column ads, 14 lines deep;
per column will be charged for full
15-MECHANICAL REQUIREMENTS
a. Publication trim size: 14%" deep X
be 85 screen, etched .005 of an inch
expense. Not responsible for incor-
101/2" wide.
for highlights: .085 of an inch for
rect insertion of key numbers where
b. Standard unit sises in inches; Width
middletones; and .03 of an inch for
type must be inserted into mortised
-Depth: Page (including covers),
shadows.
plates. No rebate or rerun will be
181/2" deep K 9 1/6" wide. Center
g. Publication printed on rotary letter-
allowed because of error in key
double-page, 18½¹/2" deep X 19½"
press.
numbers inserted as above. Great
wide.
h. Unmounted original electrotypes,
care will be taken to see no mistakes
c. Double-column, 27 picas or 41/2 inches
stereotypes, coppers or sines pre-
occur.
wide.
ferred. Electrotypes and stereotypes
1. All advertising plates destroyed 1
Triple-column, 41 pleas or 6 5/6
.0156 of an inch. Plates should
year after Insertion unless instructed
inches wide.
not to be cold-topped or laequered.
otherwise. Number of proofs accom-
Single column, 13 pleas or $ 1/6
Width including shoulders not to ex-
panying orders or plates: Black and
inches wide.
ceed specifications herein noted; if
white: 1 complete engraver's proof
d. Depth of column to a page, 189 lines
wider, publication reserves the right
with type matter in place. Black and
or 13½ inches.
to trim sides. Matrices can be used.
one color: 2 complete engraver's
e. 4-columns and 756 lines to page.
Must be complete, Changes made if
proofs.
f. For best results, half tones should
possible but at advertiser's risk and
14-ISSUANCE, CLOSING AND CANCELLATION DATES
a. Publication mailed 3 to 4 days ahoud
of publication date.
Statewide edition and 15 days before
after 20 days before publication
b. Closing date for space reservation
publication date on North, Central
date.
20 days prior to publication date.
and South editions.
2. Covers cannot be cancelled within
c. Closing date for printing material
d. Cancellation Dates:
60 days prior to date of publica-
20 days before publication date on
1. Cancellations will not be accepted
tion..
17-CIRCULATION INFORMATION:
a. Member of Audit Bureau of Circula-
stock, dairying and poultry raisers.
statement available.
tion.
Editorial coverage of farm market
f. Subscription price: 1 year, $1.00;
b. Member of Agricultural Publishers
by sectional, regional and edition
$ years, $2.50; 5 years, $4.50; single
Assn.
correlated to seasonal activity.
copy price, 5e.
c. Character of circulation: Highest
d. Circulated to practically 100% of all
class general farming, fruit, live-
California farms. County circulation
18-MISCELLANEOUS
a. Established 1854.
San Francisco 5, California.
on 60 days' notice. If a rate revision
b. No other media.
d. Publishers reserve the right, because
is made under this clause and is not
c. All contracts, orders, copy, cuts, etc.,
of possible manufacturing costs be-
accepted by the advertiser, latter
for Northern, Central, Southern and
yond their control or in the event
may cancel. Flat rate.
Statewide editions must be sent to
of a major economic disturbance, to
California Farmer, 88 Stevenson St.,
revise rates on all space contracts
5M 8-1-59
CALIFORNIA FARMER
CRESCENT CITY
EUREKA
TOTAL NET PAID CIRCULATION
100,686
MEMBER, AUDIT BUREAU OF CIRCULATIONS
TOTAL NUMBER CALIFORNIA FARMS
99,260*
SAN FRANCISCO
SANTA CRUZ
Net Paid
California Circulation
96,174
Arizona Circulation
1,165
Nevada Circulation
1,163
SANTA BARBARA
Other States
2,184
VENTURA
Total Net Paid Circulation
100,686
CALIFORNIA FARMER
83 STEVENSON ST., SAN FRANCISCO 5 1211 E. OLYMPIC BLVD., LOS ANGELES 21
Represented nationally by The Katz Agency, Inc.
CALIFORNIA FARMER
DELHORTE
SISKITOU
MODOC
Number of
Number of
County
Circulation
Farms*
County
Circulation
Farms*
HUMBOLD
TRINITY
SHASTA
LASSEN
NORTH
NORTH
Alameda
2,017
1,108
Mendocino
767
1,234
Alpine
7
Modoc
445
600
TEMAMA
PLUMAS
Amador
87
263
Monterey
1,720
1,439
Butte
1,837
2,448
Napa
1,014
1,198
MENDOCINO
Calaveras
169
356
Nevada
223
448
GLENN
BUTTE
Colusa
716
768
Placer
SIERRA
634
1,213
Contra Costa
1,416
1,380
Plumas
165
103
YUBA NEVADA
Del Norte
96
171
Sacramento
LAXE
COLUSA
2,020
2,351
SUTTER
El Dorado
332
497
San Benito
601
811
PLACER
Glenn
918
YOLD
1,425
San Francisco
361
44
FONOMA
DONADA
Humboldt
1,046
1,261
San Joaquin
4,293
5,424
NAPA
Lake
525
982
San Mateo
485
378
SOLAND Secrement
Lassen
366
323
Santa Clara
2,624
3,344
MARIN
CARVERS
Marin
349
377
Santa Cruz
1,413
1,140
Ben
Centre Code
Shasta
558
880
MONO
SAN PRANCISC
Sierra
41
49
ALAMEDA
ATEO
Siskiyou
953
823
Sente
MARIPOSA
Solano
863
1,016
MADERA
Sonoma
3,239
4.695
INTO
Sutter
911
1.712
INITO
Tehama
808
MONTEREY
1,455
RESND
Trinity
50
165
TULARE
Yolo
1,067
1,017
RINGS
Yuba
434
700
TOTAL
35,563
43,605
SAN LUIS OBFO
KERN
VALLEY
Fresno
SAN BERNARDINO
8,214
8,341
Inyo
113
104
Kern
2,911
2,061
Kings
1,373
1,509
Madera
1,557
1,667
SANTA BARBARA
VENTURA
LOS ANGELES
Mariposa
168
276
Merced
2,829
3,465
Mono
27
32
San Luis Obispo
1,367
1 470
ORANGE
RIVERSIDE
Stanislaus
5,380
6,000
Tulare
4,927
6,140
Tuolumne
131
308
SAN DIEGO
IMPERIAL
Circulation of Combined Editions
TOTAL
28,997
31,373
North and Central
67,646
62,037
SOUTH
South and Central
Imperial
1,453
1,306
TOTAL NET PAID CIRCULATION
Los Angeles
8,642
4,810
Orange
3,293
3,350
Riverside
100,686
4,020
3,119
San Bernardino
3,875
3,740
MEMBER. AUDIT BUREAU OF CIRCULATIONS
San Diego
6,314
4,924
Santa Barbara
1,470
1,171
Ventura
2,547
1,862
TOTAL NUMBER CALIFORNIA FARMS
TOTAL
31,614
24,282
99,260*
*Source: U.S. Census of Agriculture, 1959 Preliminary
Net Paid
Net Paid
No. Calif. Circulation
35,563
Net Paid
So. Calif. Circulation
31,614
Nevada
1,163
Central Valley
Arizona
1,165
Other States
1,923
Circulation
28,997
Other States
261
Total North Edition
38,649
Total Central Edition
28,997
Total South Edition
33,040
CALIFORNIA FARMER
83 STEVENSON ST., SAN FRANCISCO 5 1211 E. OLYMPIC BLVD., LOS ANGELES 21
Represented nationally by The Katz Agency, Inc.
CALIFORNIA
THE 3 BILLION DOLLAR MARKET OF ONE FARM MAGAZINE