The Coral Gables Times

2 CORAL GABLES TIMES Thursday, October 11, 1962

Here's Step-by-Step How Ad Emphasis Was Shifted

(Continued from Page 1) car and nearly 100% of them have radios in their car. Moral: Buy some radio ads. Here's how the program on City advertising evolved: Phase I - In April Burris drew up a program for the year beginning July 1. It emphasized retailing more strongly than ever, leaned more heavily on newspapers, cut out most TV although it would have made some use of about $7,000 invested in developing commercials. Then he and the old Advertising Board had a falling out and it resigned. Phase II - In June, the City Commissioners needed to cut budgetary costs and directed Burris to revise his program. He did so, cutting out some items such as a projected color movie. Phase III - The new Advertising Board was appointed, not many weeks ago, and it wanted a new look. Burris came up with it. TV's the thing, they said; we need more than you've planned on in this revision. Phase IV - This is what Burris came back with at the nearly unanimous urging of the seven-man board. This phase TV is what the Commission approved last week. It emphasizes TV and eliminates radio and leaves newspapers relatively unchanged from last year's spending but downgraded from the Phase I idea. In the five major ads in newspapers, retailing is stressed in two, at Christmas and Easter.

Makes S&L Withdrawal, Is Robbed of $1,190 Here

A Miami Beach man, Robert W. Forman, 640 85th St., told Coral Gables police he was held up at the intersection of Valencia Avenue and Ponce de Leon Boulevard shortly before 8 p.m. Monday. Shortly after he left Coral Groves Federal Savings and Loan Association. Forman said the gunman took $1,190 from him. The robber, described as about 25, entered his car while he was stopped for a light, he said. Forman said he was forced to drive north on Ponce, then on East Ponce de Leon Blvd., on Antilla and that he got out of the car when they got back on Ponce and disappeared going south after passing by a Dobbs House waitress.

DROPPING IN to pick up his ticket for the Firemen's Ball Oct. 26, is firefighter Ed Roy, 7250 SW 62nd St. Handing it to him is fireman Dick Gossett, 7110 SW 17th Ter. Tickets for the dance at the Coral Gables Country Club are $5 a couple. For information, call the Gables Fire Department.

SM Ponders Bird Rezoning

By EDWIN KNIGHT Correspondent South Miami Council, perhaps getting tired of turning down the same rezoning petition, may rezone all land abutting Bird Road from residential to the highest commercial usage. Council Tuesday night of last week turned down a spot zoning request on Bird Road but later decided to hold a public hearing on the rezoning of all property on Bird Road from RU-2 to C-1. Involved in the rezoning are some 20 to 25 lots between SW 61st Avenue and 64th Avenue. The public hearing will come later this month. Reason for the public hearing was the appeal of Raymond Bierbaum and John Trabold to have their property rezoned from residential to commercial. Council upheld the city's advisory planning and zoning board in denying the request. Citing the need for the rezoning, attorney George Thomson said a hardship is being shown because the land is zoned for residential usage but is more suited for commercial usage. The property in question has been a thorn in the Council's side for several years. Several years ago owners of the multiple lots went to court seeking a zoning change from residential to commercial usage on the property. Citing the hardship, the court ordered the city to rezone the property from single family residences to duplexes. The city promptly rezoned the multiple lots. Since then the owners have again gone to court to have the property rezoned. This time the rezoning was turned down.

Coffee Club

Prof. Harry Stark of the University of Miami will speak Thursday of next week, Oct. 18th, on the "Social and Economic Frontiers in Latin America." His audience will be the monthly Chamber of Commerce Coffee Club at Polly Davis Cafeteria at 8 a.m. The professor, who lived in Latin America for 20 years, has written a recent book bearing the title of his talk.

People Gables Want Say 'No'

(Continued from Page 1) of trading on Coral Gables' good name. "What do you put on your stationery?" Commissioner Franklin Evans asked Rog-ers pointedly. The Laesch tract residents replied that they had nothing to do with Post Office designations and some of them had Miami addresses. Edwards twitted the Commission when he asked them about annexation of a large tract of lower cost homes in the county area south of Tamiami Trail. "You've probably been reading from newspapers which is a very poor source of information," Evans retorted. The people affected have no chance to vote on whether they'll be brought into the Gables. The Metro charter provides that 250 residents must be affected before a vote is taken. Involved here are less than two dozen. The next step is for the City to ask the County for permission to annex the people. The County likely will hold a public hearing. It is there that the to-be-annexed residents make their fight, unless, of course, they go to court. Why does the City want them inside if they don't want to be? It will smooth out an irregular Gables boundary, says the City Commission, and make that pocket easier to serve on such matters as police and garbage. "Economically speaking, the County cannot continue on present lines," said Mayor Robert Searle. A Metro plan, which he said had not been made public, calls for the squaring off of all municipal boundaries and incorporation of the whole county. The present setup will not work, Searle said, and some day there will have to be one or 93 municipalities. "Sometime you are going to have to pay for your fair share of government," Searle told the dissenters. He advised the group that the County will make the decision for them if they do not seek to join Coral Gables. Edwards called for a postponement of any annexation move until the County plan is completed. Another attorney, Garland M. Budd, traced the long legal history of the Laesch Tract and said the city had agreed back in 1939 not to appeal a decision unincorporating the area in exchange for street and canal rights. He called it a "solemn bargain".

Realtors Asked for It, City Says of Increase

(See related story on Page 1) Why are real estate salesmen in Coral Gables required to pay a $10 license fee and registered representatives of stockbrokers' not? Finance Director Kenneth Allyn and Tax Collector T. C. Cleary explain it this way: A representative of the realty salesmen appeared before the City Commission meeting jointly with the Board of Realtors at a conference meeting in 1961 and asked that real estate salesmen be required to get a license as a "prestige" symbol. They, like their bond representative counterparts, had not been required to pay fees, before. That year, a squabble over proposed fees resulted and the Commission rescinded all proposed increases. Last year, after a long study by the Budget Advisory Board, the Commission again boosted fees. The average increase was 15 per cent, but Realtors were increased 33 1-3 per cent from $30 to $40. And salesmen were required to pay a $10 fee. At the same time, the City raised the bond broker's fee from $125 to $145 for those having stock quotations and from $75 to $90 for those having no quotations. Registered representatives are not considered salesmen but employes of the bond houses, Allyn said. Unlike real estate salesmen, they may not operate independently.

Through Comco We Get Desert Representation

Somewhere in the sandy wastes of an Arabian desert, a sheik will soon lift a two-way microphone to his lips. And on the mike will be the Communications Company, Inc. Company, Inc. Workers at Comco are busy packing $33,000 worth of two-way radio equipment into heavy crates for shipment to a chap named Mohammed Reza Yousuf Behbehani. The address on the cartons, piled to the ceiling, reads: P.O. Box 337, Kuwait, Arabia. Kuwait is an island in the Persian Gulf and boasts one of the world's richest oil fields. "And let me tell you something," assistant sales manager Al Bloomingdale said this week, "the sheik is just as technical and knowledgeable as anyone we've dealt with." Bloomingdale said the order for 71 pieces of equipment came in six weeks ago and since then the sheik has corresponded with Comco via air mail. "I was surprised. This man must be an accomplished electronics technician. There's nothing backward about him." The shipment will leave Comco the end of this week aboard a ship bound for New York. From there, it will cross the Atlantic to Kuwait. FROM COMMUNICATIONS CO., INC. | CORAL GABLES, FLORIDA, USA | TO MOHAMMAD REZA YOUSUF | BEHBEHANI | P.O. BOX 337 | KUWAIT, ARABIA | MADE IN CORAL GABLES! SHIPPED TO KUWAIT