NOVEMBER 1958

HOUSE MAGAZINE OF J. SAINSBUBY LTD

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The Fabulous Last t i m e you bought

a. toothpaste or a c a k e - m i x

were you t h i n k i n g of

a glamorous picture in a

m a g a z i n e or a coax ing

homely voice on the te l ly?

Our ar t ic le describes how

advert is ing agencies, who

create advert isements, set

about t h e in t r ica te operat ion

which sways your final choice

when you spend your money.

Advertising pressure per head of population in Great Britain is currently running at almost £7 per annum. For this money you are (like it or not) subjected to persuasions and pressures which in-fluence the ways you spend your wages. Besides this, the advertiser's coaxing changes your way of life by creating appetites for goods you wouldn't otherwise have heard of, and from his visible and audible appeals there is no escape short of solitary confinement.

The total expenditure on advertising in our country in 1957 was estimated at £365 million. Using this money the advertising business covered the market with press and periodical advertise-ments, T.V. commercials, posters, films and exhi-bitions; it includes a sizeable £8 million spent on free samples and gift schemes. "Covering the market" means reaching potential buyers with a sales message which will coax some pennies out of their pockets and into the client's bank account.

J S Journal HOUSE MAGAZINE OF J. SAINSBURY LTD

N O V E M B E R 1958 SERIES N O . A 5 6

If you can write a letter you can probably write an article or a story for J. S. Journal. There are no limi-tations on subject matter though we suggest that writers should stick to personal observation or ex-perience for their material. For contributions from J.S. staff we pay at the rate of £2-2-0 for every 750 words published. For photographs by members of the staff we pay 10/6 for each print published.

Send your manuscripts or your photographs to:

The Editor, J.S. Journal, Stamford House, Stamford Street, London, S.E.I.

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Contents 1 9 1 9

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2 2

2 3

2 4

2 4

The Fabulous 1 5 % Chicago— Code of Conduct People on Holiday

87 Ealing

Pasties and Ghosties Country Sections' Dance

Ally Pally

71 Club

Down Memory Lane

The Six Skills of Soccer

Now . . . Ice It

To Australia

Two Retirement Parties

StaffNews

National Service News

?What

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O

* f t » % ^

Since the total expenditure is a very serious sum of money which increases every year, there is naturally plenty of concern all round about how effective and useful are the words, pictures and gimmicks which form the vehicle of persuasion. The advertising operation is a triangular one. First the client; he makes the product or provides the service. He also provides the appropriation, which is the money spent by the agency (the second party) in its effort to reach the market (the third party—you and me) with a sales message.

The day is long past when bright ideas thought up in the bath were useful. To have any effect in the advertising hurricane that has been blowing in Britain for the past decade an advertising campaign must be planned in a rather cold-blooded way.

Questions and answers Once the client has proved to the agency that he has money in the bank and the means to produce enough of a saleable product the problem is passed on to "Research." The research staff in an agency do a very simple thing. They ask people if they buy or would buy the client's product. And here is where the headaches begin. First of all, whom would you ask ? And how would you know when you've asked enough people ? The researcher's answer is that all you would need is a well-chosen sample. You can get a good random sample by picking, say, every 5,000th name from the electoral register. By the time you've picked 2,000 names you'll have enough people to provide a fairly accurate answer about the reactions of the whole population of this country. You can make this simpler by being more discriminating and weeding out the sample so that it reflects more exactly the character of the popu-lation of a given area. For example, it should have a three-to-seven ratio of middle-class to working-class names, and age variations and numbers of children in families should be similarly reflected.

But not every client can afford the considerable expense of asking 2,000 people how they feel about his new birdseed and a smaller sample is often

used. Agencies think 1,200 is enough to give a fair picture and one can get a useful, though less de-tailed and less accurate, picture as low as 400 if the market is one already clearly defined.

Dinner, supper or high t e a Next headache comes on when deciding what you need to know and how to extract useful answers. Words are a very inaccurate method of communi-cation between producer and consumer. They can have different meanings in different places and classes. Yorkshiremen eat high tea, Sussex folk have supper. Dinner is a midday meal for many people. Middle-class people eat dinner in the evening. At midday they take lunch. If the re-search is, for instance, on a canned soup and the client wants to know a few facts about who buys his soup, when they eat it, and who doesn't buy it and why not, then the designers of the question-naire must take note of such local and class differences.

The designing of the questionnaire which field researchers take from door to door will usually involve the agency in a pilot research. Experienced hands try out some questions in random streets, send in their results and the questionnaire will be adjusted to avoid confusion and provide more facts.

Middle-aged women do most of the field work. It 's a spare-time job for them and they can be relied on to go out on a research at short notice. They have some training to begin with (one basic rule is to stick to the questions in the questionnaire) and on a particularly sticky job there'll be a conference with discussion of the best way to get answers. A good interviewer will do ten interviews a day on an average questionnaire, so a 2,000 sample is 200 days' work for one woman or ten days' work for a team of 20.

The questionnaires, once they are filled in, are returned to the agency for analysis and the results are written into a report which goes to the client. It can happen that a new product dies at this point, since the research may reveal an unsuspected flaw either in the product itself or in the thinking that led to its development. But as a rule the research provides a useful guide to the client in his market-ing and advertising methods.

Asking questions on a doorstep is the most widely used form of research. Others are the Dis-cussion Group and Product Testing. The first is a get together, usually over cups of tea, and since housewives will talk about their housekeeping without even a hat being dropped, the researcher-hostess seldom has any difficulty in leading conver-sation towards the product which is paying for the tea and buns. Tape recorders do the rest.

Product testing is just what it says. Samples of the new product are handed over the doorstep and

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" Returning from Sainsbury's."

Please think of

"One & Four" when

buying and be sure

to get it at Sainsbury's Provision 5tores,

because their (full weight)

is better than that sold elsewhere at 1/6.

One of our "primitives' Effective in its day, this advertisement from the "bright idea" school of advertising is an early J. S. effort at promoting tea sales.

a researcher calls later for comments. Variations on this ploy are many since it is a technique that lends itself to experiments. English agencies are reluctant to reveal results but American researchers are more forthcoming. They report such oddities as that the same coffee in yellow, brown and red tins tasted flavourless from the yellow, too strong from the brown, and just right from the red.

Lately imported from the United States is "Mo-tivation Research." "MR" claims to provide rea-sons why for consumer preferences by using psychological techniques. Like other innovations in the agency business it has enthusiastic supporters and sceptical opponents. Somewhere between these two it will probably come to rest as a useful re-search tool.

Making to measure Once the researchers have cleared some ground and left a small pile of facts behind, the agency starts to think about ways of launching or pushing up the sales of the product. A good agency takes the mer-

chandising aspect very seriously. It's almost as hard to get a new product on to a shop counter as it is to park in the West End; and to stay there for years against constant pressure of novelties takes special muscles. Agencies set manufacturers' la-boratories to work to give the goods a glossier or tastier look. The sheen on a shampoo sachet or the froth on a milk nightcap are not happy accidents but carefully sought effects based on agency ex-perience of and research into our tastes. Whether a. product should be a powder or a liquid, plain or coloured, odourless or fragrant are all questions which can affect not only the consumer's reaction but the retailer's as well.

Keeping: in touch In earlier days every agency had "contact men" to keep the client informed (about success), happy (about the agency), and co-operative (about next year's appropriation). Day-to-day relations are now the responsibility of "account executives," most of whom come from the bowler hat/rolled umbrella

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1 8 6 9 We've lived in Drury Lane for eighty-nine years... 1 9 5 8 Eighty-nine ye To

of job like agricultural and engineering advertise-ments; other temperaments shine elegantly in fashion or cosmetic advertising. One agency has an eminent R.A. as its art director. Younger agencies tend to have executive-minded artists in control, whose views on aesthetics are more concerned with sales curves than improving the public's taste.

Some copywriters have a half-finished novel or maybe two in their desks and some have them on the bookstalls too. One classic detective thriller, Murder must Advertise, by Dorothy Sayers, emerged from the author's experience as copy-writer in a big agency. A couple of brilliant satires* on agency life have appeared recently. It 's a difficult subject for a satirist, since agency life can be highly crazy and slip from fact to fantasy in a matter of seconds.

Persuading a good campaign out of the dry facts requires, besides the special skills of artist and writer, a penetrating and inventive mind able to imagine how the advertisement will look, how it will compare with others, how it will lend itself to development and, above all, how Mrs. A, B or C will feel about it when she switches on her T.V. set or turns a page of her magazine.

The early rough stages of the advertisement are the work of a copywriter and a visualiser: head-lines, text and illustrations are given shape and style. The work progresses through discussion and revision until both agency and client agree. Special-ist free-lance artists or photographers are com-missioned to do the finished pictures and the lay-outs are passed to the typographers who prepare the work for the printer.**

How fast a n d how f a r ? Campaigns vary in size and complexity. They also vary in tempo. Some present, swiftly, a series of variations on a theme, others repeat a single idea with little change over a long period. The speed and intensity of the campaign depend on the sort of effect the product has to make. A new product needs a lot of push to break through into the mar-ket. Cosmetics, which launch new varieties of soap and lipstick yearly, have to force themselves on our attention, which accounts for the high average per-centage (22.6 per cent.) of the cost of the product which goes into advertising it. Campaigns for well-established products don't need to be so intense. They are seasonal, chiefly because it's at the change of seasons that we must make changes (of petrol, clothes, food, for instance) and are therefore more inclined to change brands. Apart from that they

* The Agency Game by Bernard Gutteridge and A High Pitched Buzz by Roger Longrigg. ** The procedure is rather different in making T.V. commercials. There is a short account of how these are made inJ.S. Journal/or February 1958, p. 8.

HOW THE CASH WAS SPENT

PRESS (a) Space:

(i) National newspapers* (ii) Provincial newspapers

(iii) Magazines and periodicals . (iv) Trade, technical and other

journals (b) Production costs

Total Press

Outdoorf Film and slide Catalogues and leaflets . . Window and interior display Exhibitions Free samples, gift schemes Television Misc. (inc. radio) Administration

T O T A L A D V E R T I S I N G .

1957 £m

. 50 51 37

. 40 11

. 189 27

4 36 24 16 8

. 38 6

17

. 365

1956 £m

46 53 38

35 10

182 29

5 34 22 15 7

15 6

15

330

1954 £m

34 47 33

28 8

150 23.5

4 28.5 18 12.5 5.5

— 5

13

260

*National dailies, London evenings and national Sundays. \All the non-press items include production costs.

Major items which helped to make up the press advertising total of £185,000,000 in 1957 were: £19,313,000 on Food and Drink; £12,971,000 on Household Equipment {it includes vacuum cleaners, radio and T. V. sets, carpets and so on); £9,548,000 on Household Stores like soaps and detergents; £6,461,000 on toilet and cosmetic articles; £8,078,000 on clothes. Medicinal products contributed £4,865,000 and Tobacco £2,723,000.

For a slightly different period covering the 12 months ending March 1958, Television spending included £8,641,000 on Food. Household cleansers paid out £5,054,000for their T. V. commercials, Confectionery spent £2,405,000, Medicinal products £3,164,000, Cocoa, Coffee and Tea £1,45 7,000, Household Equip-ment £1,853,000, Beer and Spirits £1,791,000, Clothes £1,078,000. Well down the list is an item of £227,000 for Retail Shops. J.S. made a small contribution to this one !

are usually attempts to build up sales at the expense of competitors or defensive moves to protect a firm's share of the market. By now it should be pretty clear that nobody advertises just to see their product in the papers.

This question of the intensity and the extent of the campaign brings in the Media department, whose job it is to distribute the advertisements so that every penny is usefully spent. They buy the spaces in the newspapers and periodicals and they keep an up-to-date file of the kind of people each one reaches. To take a simple example, the Daily

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Mirror has among its readers a higher proportion of readers between 16 and 24 years of age than the Daily Express. One could assume that a product of interest to teenage girls would be well advertised in the Daily Mirror. But only part of this money would be really effective since a lot of the young readers are males and a proportion of the whole readership is too old to be interested. So the Media department looks around for periodicals which will reach the same or a greater potential market at a lower cost per head. This game gets really compli-cated the more it goes on. In the end a good Media department recommends a programme condi-tioned by such things as the amount of money available, the amount of competition, the alterna-tive methods of promotion, the type of product and consumer, and the pattern of distribution.

J.S. press advertising, for instance, has been limited to London evening papers and local papers, since advertising in national newspapers, which cover the whole country, is wasteful for the firm. The same limitations apply to buying time on T.V., where J.S. has only used the London Region.

Who pays? Money being at the root of this operation, everyone wants to know how the agency gets paid. The answer is simply that their clients pay them a fiat 15 per cent, on all the money the agency spends on their behalf. Agencies once reckoned to make most of their revenue in the form of a discount on the cost of the space they bought. It varied from ten per cent, to 15 per cent, and was paid only to agencies who were recognised by the Newspaper and the Periodical Proprietors' Associations. Though some agencies still do this, modern practice in the big agencies is to return all discounts to the client and charge him 15 per cent, on the gross. The argument in favour of this change is that it removes any temptation to load the choice of media in favour of the bigger commissions.

With the present record for the cost of a single advertisement standing at £17,600 (paid February 1958 to Radio Times for an advertisement of Woman's Realm, says the Advertiser's Weekly), you can see that agency incomes can be very solid. Last year's T.V. expenditure on detergents shows several brands spending sums around half-a-million pounds. Ultimately the consumer pays this charge. The argument used by the advertising profession to justify it is that you'd pay a lot more for a lot less if they weren't helping to get goods distributed and sold in large enough quantities to make mass-production possible and innovation profitable. This cheaper way of life earned the agencies about a million pounds a week last year. I t certainly is a fabulous 15 per cent.

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UNDER CANVAS.C. A. Gogarty, Union Street Office.

People DERBY WINNER! C. Ransom, Poultry Dept.

*

First prize in our photographic competition was awarded by Tony Armstrong-Jones to Mr. C. A. Gogarty, of Union Street, for his picture "Under Canvas." Second prize goes to Mr. C. Ransom, Poultry Dept., for his picture of a Donkey's "Derby Winner!" with his father who was one of the firm's horse van drivers. Our cover picture this month is one of the other winners. It is by Mr. R. Penton of Depot Stock Office.

WHERE NEXT? G. A. Charleszuorth,

p,^ Warehouse.

CAREFREE. J. M. Blackman, Kentish Town.

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m

' : . • : : • • • . .

: : DEEP WATER. Miss K. Mullins, Oxford.

on Holiday

PEOPLE ON HOLIDAY. Brian Reese, Sales Office.

zoo K I D . 5. Fryer, Work Study.

ALL OUT—FLAT OUT. G.J. Ashton, Sales Office.

•P

i \

,; -vih>

• i * .

Two Ealing branches close down and a refitted one expands for new trade at

87 EALING Above is the refitted branch at 87 Ealing Broadway and on the right are the two shops at 126 and 130 Uxbridge Road which have closed down. The mosaic facia of 87 gives it a different look from our service shops and inside it has our latest equipment. It is the first service shop to have a four-shelf gondola running the full length of the counter space. Our pictures below show the long lines of the branch. Most of our staff are too small to be identified, but on the left can be seen, I. to r.: Mrs. Jones, Mrs. Bigwood, Mrs. Thorn and Mrs. Weal. The first customer on the left is Mrs. Higlett, whose husband is our head butcher at 51 Ealing. In the right-hand picture are Mr. Reeves, Mr. Wilkins, assistant manager, Mr. Lister and Miss Rohan.

Above is a general view of the front half of the shop. In the centre Mr. Harper, the manager, is talking to a customer. Other J.S. staff are Miss McPhillips, Miss Burke, Mrs. Stanners, Mr. Fielding, Mr. Campbell and Mr. Masterman. Below is the bacon department. L. to r., Mr. Hatchard, Mrs. Rees and Mrs. Finlayson.

Here's how 87 Ealing Broadway looked in 1926 when Mr. Mitchell was manager. Third from the right is Mr. Harper, who was a butterman then at this branch. With him is Mr. Tokley and on the right Miss Woods, grocery hand. Mr. Harper joined J.S. in 1921 and became manager at Hanwell in 1932. He returned to manage 87 in 1943,

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Sunset over Looe harbour as a fishing boat returns.

Pasties and Ghosties by J. F. Gardiner of Amersham Branch

Have you ever visited Cornwall? If so, you will have admired the magnificent coastal scenery, the desolate moorland and the quaint towns. But how well do you know the Cornish people ? Perhaps you can't form an opinion, especially if your holiday association with them has been restricted to the boarding house and the harbour.

During my two years in Cornwall I found them a fascinating people with a romantic background— smuggling and superstition. Once they were vir-tually self-supporting. Tin and copper mining flourished, whilst slate and granite were exten-sively worked. The former is nearly extinct after centuries of boring and the quarrying is now on a much smaller scale. But it's interesting to note

that in 1943, 69 tons of arsenic were raised. One of the biggest industries at the moment is the open processing of china clay, which is exported to all parts of the world. Looking from my garden to St. Austell, 16 miles away, I could see clearly the huge, white conical forms of china clay deposit, strangely out of character with the moorland.

Fishing is an important industry, though even that has declined. Most inlets have their own small fleets of motor-fitted sailing vessels. Herrings, pilchards and mackerel are the principal catches and during Lent the fishermen say, "Long life to the Pope and death to thousands," for there is a large export of pilchards to Italy.

Apart from farming, the chief agricultural pur-12

Boscastle's quay is typical of Cornwall's grim stone harbours, built to defend their ships against the savage Atlantic weather.

At Looe some Cornish fishermen unload their catch.

suit is market gardening. It has an unrivalled pro-duction of very early spring vegetables. Closely allied to this profitable work is the profusion of early flowers, which must surely match the lovely Dutch fields.

As a hard-working, industrious people the Cor-nish sustain themselves in no meagre way and one of the most popular dishes, the Cornish pasty, ranks as a national dish, perhaps overshadowing the famous Lancashire hot-pot.

There are several variations of the Cornish pasty, but I guarantee the following recipe to be the genuine article.

Rub 3 oz. lard or dripping into £ lb. flour and add a little salt and pepper. Slice about J lb. raw

potatoes and cut £ lb. tender beef steak into pieces 2 in. in length); and 2 oz. chopped onions.

Make a paste with the flour and fat, roll to about i-in. thick and cut to the shape of a dinner plate. Lay potatoes and meat on one half, then fold over the plain half and pinch the edges firmly together. Pastry edges should be brushed with the white of an egg to ensure a firm sealing.

Bake in a moderate oven for i-$ hour. For complete success it is essential to use abso-lutely fresh and uncooked ingredients.

Also very popular is Hogs pudding (a porker's entrail variously stuffed), which is fried or used cold in sandwiches. It is quite common to see long queues outside cooked meat shops long before

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Polperro, encrusted shells.

opening time—waiting for this much-coveted fare. An odd food fact—Saffron buns and clotted

cream are especially favoured on Good Friday. The Cornish are great self-entertainers. Among

the most popular are the male voice choirs, brass bands and village concerts. In fact, they are very musically minded.

Hard work, healthy appetites and a musical leaning moulds the Cornish into a cheerful, friendly people. Without warning a stranger may shout across the road to you in that lovely sing-song voice: "All right, then ?" A truly sincere ges-ture, which I experienced countless times.

And once, just after a church service, I was almost overwhelmed by a long, vigorous session of handshaking. I felt elated at receiving this warm hospitality, despite my youth.

Tradition plays an important part in their lives. A most notable example is the renowned Floral Dance, which is held at Helston early in May. It starts at dawn with young folk beating the parish bounds. At midday the children, with their heads dressed with flowers and oak leaves, dance in and out of the houses and down the flower- and flag-bedecked streets to the tune of the Floral Dance. Afterwards it is the turn of the adults, who are smartly attired in top hats, tails and frocks. The dancing continues until nightfall.

The rather loud and traditional art of town crying is still an annual feature. The competitors, full throated and bell ringing, promise to give all passers by a splitting head. We should recruit a few to keep order during the week-end trade!

For a final impression of the Cornish, I find the subject of folk lore and superstition the most fas-cinating. You have only to attend a hallowe'en party to appreciate the significance of "ghoulies, ghosties and long-legged beasties."

An odd custom that still persists today, concerns the eligible lasses of St. Roche. On Ascension Day they all hasten to the town well, where, as an offer-ing to St. Roche, they throw in pins and needles to determine their fates by means of the number, and brightness of the prophetic bubbles.

This custom goes back to the Middle Ages, when the county was fraught with superstition. The origin is in doubt, but it was presumably instituted by a young girl, playfully dropping needles into the well. A dashing young Cornishman on a lovely white charger espied her and wooed her.

In some Cornish farmhouses, the Good Friday cake may be seen hanging by a string to the bacon racks. It is supposed to cure all kinds of diseases that affect the family or cattle.

For the benefit of sceptics, here is a recipe of the cake.

Mix 4 oz. butter or cream and 4 oz. dripping into l i lb. of flour; now add 2 dessertspoonsful sugar,

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Looking into the setting sun from the cliffs

at Land's End. The lighthouse is the

famous I.ongships Light.

1 teaspoonful salt, a little grated lemon peel and 12 02. currants. Sprinkle a little water until the mixture is a stiff dough.

Roll out on a board, then roll up again and put aside for 1-2 hours. Roll out again and cut across with a knife. The cake will now be light. Bake in a fairly hot oven for J hour.

At Landewednack, on Shrove Tuesday, young children go around the parish begging for food and money. As few refuse to give, a fair amount of cash, eggs, buns, apples and other gifts are collec-ted. This is similar to the well-known custom of giving silver to the first dark man who crosses your threshold on New Year's day. It is unlucky not to give anything. Whilst the boys at St. Ives used to tie Stones to cords and parade the town, slinging the stones against doors and shouting loudly:

"Give me a Pancake, now, now, now, or I'll souse in your door with a row, tow, tow."

Perhaps the most peculiar superstition, one which has received comment by the press in recent years, is about women who cast their shadows on the fishermen's nets.

Once, when the local fishermen had a succession of poor catches, a miracle occurred. Incredible masses of fish appeared as if from nowhere.

In order to ease the fishermen's task, a number of women accompanied them out to sea. Unfor-tunately, the nets were clumsily handled and only a fraction of the vast number were caught. The fishermen have never forgotten the incident.

When you next visit Cornwall, try to get to know the Cornish; you will be surprised at their can-dour, sincerity and, above all, their simplicity.

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Lots of people packed into the Canteen

on October 4th to have fun at the

Country Sections' Dance .

. . which included a cabaret turn

by Oliver and Twist

seen here in action

^ 0 JL* *

A Luton B Amersham C Colchester D Hayward's Heath E Stevenage

Below is Mr. Lamb, Area Superintendent, presenting raffle prizes to two winners.

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Three sections got together to hold a dance on Saturday, September 27th. 'D', 'E' and'M' (that's Finchley, Hendon, Enfield and Tottenham plus surrounding districts). They report a great success. Over five hundred guests turned up at the New Palace suite at the Alexandra Palace and danced till midnight to Len Henshaw's Band. Below are the busy and successful raffle ticket salesmen counting up the takings.

Ally Pally

Top of the page is a group of Enfield guests. Above is Mr. Holbrook, manager of Tottenham, with his friends.

Unlucky Winner. Mr. Beaver, of Finchley, prize winner of a trip to Paris on October 18, is seen above being congratulated by Mrs. Wrench. Twelve hours before the plane was due to leave he broke his ankle. In spite of this Mr. Beaver turned out to drive five passengers to High Bar-net shop at 7 o'clock next morning.

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A night out

with the

club

The 71 Club held a very lively dinner and social last October 11th at Pimm's in Bishopsgate. Guest of honour was Mr. J. D. Sainsbury, whose witty speech had a warm reception. So did the cabaret!

D o w n M e m o r y L a n e

This month's picture is from Mr. P. Crook of 14 Hastings. The photograph was taken at Oxted when that branch was opened 21 years

ago on October 21st, 1937. The names of the staff are, I. to r., back row: Messrs. E. Simmonds,

E. Mountjoy, R. Ruddle, C. Wright, L. Marsh, P. Crook, J. Hunt, J. Cripps, A. Barnard,

A. Taylor. Front row: Mr. A. Wells, Miss E. Tidey, Miss F. Luxford, Mr. L. Rawson {manager, now at 55 Brighton), Miss L. Watts,

Miss S. Walker and Mr. L. Kauder.

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The

6 skills of Soccer Number two of three articles by

Norman Creek, the Olympic team

manager, about the fundamental

skills of soccer.

How to kick t h e ball accurate ly There are many ways of kicking a football, but be-fore progress can be made one fundamental method must be mastered.

This is the straightforward kick . . . and it is not so simple as it seems. With the ball stationary the normal procedure is as follows. Judge the approach so that the non-kicking foot finishes alongside the ball. Keep the head well down and over the ball. Let the kicking leg swing through slightly from the side, the instep making contact with the ball and propelling it as near to the ground as possible in a straight line to the target. The follow through should be full and straight along the line of inten-ded flight.

This sounds reasonably simple and, in the quiet of a practice session, it is not difficult to achieve.

It is in the heat of match play that fundamental flaws show themselves mercilessly. Open goals are missed, the ball flying over the bar or screwing round the posts. Passes intended for team mates find their way to the opponent. Clearances lack length. The flaws show themselves in a dozen different ways.

One of the commonest faults is incorrect placing of the non-kicking foot. If it is too far back the body will incline backwards and so the ball will soar upwards when kicked.

Lifting the head almost automatically lifts the

body as well, with many and varied disastrous effects.

Unintentional pulling and slicing of the ball are common faults brought about by off-true swinging. As in other ball games, swing once "grooved" is difficult to alter.

So practise kicking at posts or other targets until your "groove" is true, your head and body control exemplary, and your foot placement and control models of timing and accuracy.

Heading

Many amateurs attain a high standard of ball con-trol with their feet. Not so many become proficient with their heading, though this is every bit as im-portant to the man who aspires to the better classes of play.

The first principle of all ball games is "watch the ball," and it applies equally to heading.

For this to be possible, the ball must be met with the forehead—i.e. that part of the head between the temples.

The position of the eyes in the head makes it impossible to watch the ball when it hits the top of the head.

In addition, the skull is thick at the forehead and so there is little or no danger of harm in meeting a football head on.

The simplest exercise consists in seeing how many times you can bounce the ball on your fore-head. Soon you will be able to keep it going for long periods and then you should practise this exercise whilst running.

Next practise keeping the ball going with a part-ner and then learn to change the direction of the flight of the ball, e.g., heading into goal from a corner kick.

This requires careful timing and a rapid flick of the head by means of the neck muscles.

Apart from these factors, it is also necessary to be able to jump high; higher even than the ball if you are going to head the ball downwards.

Again, practice makes perfect. The higher jum-per usually wins the contest for the ball and "header tennis" helps to improve heading and jumping together.

This can be played by two people or by two, three or four a side. Mark out a rectangle and stretch a string across this "court" about six feet high.

Player A lobs the ball over the net from this base-line, B heads it back and the heading rally con-tinues till one or the other players heads the ball out of court, into the net or where his opponent cannot return it.

The third and last of this series will appear in J.S. Journal for December.

20

* ggn% mow-- Maw

The cake we were talking about last month will be the centre-piece of your tea table on Christmas Day, so make it attractive, to be admired.

Having made the cake and left it a few weeks, you then have to ice it.

Firstly brush the cake with a warm apricot glaze or white of egg. You can buy Almond Paste ready made at the grocer's, but you may like to make it yourself.

For an 8-in. cake you will need:

12 oz. ground almonds 6 oz. caster sugar 6 oz. icing sugar 3 egg-yolks 1 teaspoon vanilla essence 1 teaspoon almond essence 2 teaspoons sherry.

This will give a fairly thick layer of paste on the cake. If you prefer only a very thin layer, 8 oz. ground almonds will be sufficient.

Put the ingredients in a bowl, sieving the icing sugar. Make a well in the middle and mix in the beaten egg and flavourings. Knead well. Cut off one-third of the paste and roll out, on a sugared board, a circle to fit the top of the cake. Press into position. With the remainder, roll out a strip to fit round the side making the width the depth of the cake. Fit it round the cake joining neatly, and making sure that the top edges fit squarely, to give a good base for the Royal icing. This can be done by rolling a bottle round the side of the cake. Leave for about a week.

If you have some oddments of Almond Paste, keep them and add a little green and red colouring to make holly leaves and berries as decorations.

Royal Icing is made with white of eggs and icing sugar. Slightly beat four or five egg-whites and add a little sieved sugar, beating rapidly all the time. Add the juice of half a lemon and continue adding the sugar gradually until you have used about 1J lb. Keep beating until the icing stands up in points. Spread the icing all over the cake. If you want a flat finish, spread it with a palette knife, which has been dipped in boiling water and dried, or you can "rough" it up with a fork, to make it resemble snow. This is really very effective. Then arrange your decorations on the icing.

With George Taylor on his right and Pete Cima on his left, Les James seems in a pensive mood about his new move. He has gone to Australia with his family to see what a new world has to offer. One thing he'll find plenty of is cricket. At the Pavilion before he went the Griffin cricket club gave him a send off. Cricket captain Frank Floodgate presented a wallet on behalf of his friends.

MISS M. SEWELL

21

C A M B R I D G E

Mr. Lovegrove's Retirement Party

and a brief appreciation of him by Mr. F. W. Salisbury.

GEORGE HERBERT LOVEGROVE, an Oxfordshire man by birth, retired from the management of Cam-bridge branch in September. Environment over-came heredity to the extent that latterly he almost boasted of having only once visited Oxford and, moreover, of being completely unimpressed.

One of the very few branch managers who did not commence his career as a learner, he joined the

Above are Mr. and Mrs. Lovegrove at the party his colleagues held in his honour. On the left he is seen with Mr. Morris, formerly of 66 Brighton, who is the new manager at our Cambridge branch.

firm in 1921 as a salesman at Stamford Hill in North London. This, of course, was soon after World War I, in which he served for three years with the London Scottish, being severely gassed at Arras in 1918, as a result of which he was com-pletely blinded for a time. He never ceased to feel the effects of the gas; nevertheless, his dynamic energy and great spirit enabled him successfully to discharge his strenuous duties.

His first management was at Blackheath in 1923 with subsequent promotions to 158 Rushey Green, Catford, Portslade and 3 London Road, Brighton. His last move, to Cambridge, was in 1944 and during his 14 years there he became well known and popular with Town and University alike.

9 7 K I N G S T O N

A Party for Miss French On October 14th the staff at 97 Kingston held a party for Miss Edith French, who retired on September 30th. She had been with the firm for over 40 years and Mr. S. Walter, area superinten-dent, spoke of her as "someone we could always

m I f l P> %l ^

WW JA rely on" when he presented her with a gold watch and a marcasite brooch. Miss French is on the left in the left-hand picture and with her are her friend, Mrs. Pickering, a former j .S . housekeeper, and Mr. Curtis, once manager at 97. In the picture above are, 1. to r., Mr. Knight, manager at 97 Kingston, Mrs. Kemp; Miss French and the new first clerk, Mrs. Fergie.

Staff Transfers

E . J . C O R N E L I U S

A. SQUIRES

A. G A L P I N

F . J . S P E E D

J . B U S H

L . D . S A L T E R

E . C O O K

S. J . B R O W N

C . WILLIS

J . C R A N E

W . E . F A R W E L L

ews

from Spare List to Hythe from Hythe to Oxted from Oxted to Hayward's Heath from Hayward's Heath to Spare List for Self-Service training from Spare List to 179 Walthamstow from 179 Walthamstow to 154 Walthamstow from 154 Walthamstow to Winchmore Hill from Winchmore Hill to Potters Bar from Potters Bar to Spare List for Self-Service training from Spare List to Grange Hill from Grange Hill to Drury Lane

M a r r i a g e (BETWEEN MEMBERS OF J.S. STAFF)

We send our best wishes for their future happiness to:— Mr. R. Findlay and Miss V. Ravenscroft, both of Folkestone, who were married on October 25th, 1958.

Congratulat ions To K. W. Wiltshire, a Senior Leading Butcher at Southamp-ton, who was recently success-ful in gaining his Meat Trades Diploma.

Mr. K. W. Wiltshire.

Retirements We send our best wishes to the following colleagues who have just retired:— Mrs . J. Buck ingham, who joined the staff of the Factory in September 1-949 and who, since 1950, has been a Special Grade worker. Mrs . B. L. Collingwood, who was engaged in 1V40. sne joined us as a second Hand in the Fac-tory and since March 1956 has been employed in the Casing Preparation Department. A. Gunte r , who retires after 37 years' service. He started at Saffron Walden as a driver and in 1947 was promoted to Senior Warehouseman.

Mrs. J. Buckingham. Mrs. B. L. Collingwood. Mr. A. Gunter.

C. S. Taylor , who, after a preliminary period of service with us at Folkestone and Ashford, was re-engaged as a porter at Hythe. It was from here that he has retired after 13 years' service. W. Young, who has just retired from Amersham as a poulterer after having completed 12 years at this branch.

m %

Mr. C. S. Taylor. Mr. W. Young.

Obituary We regret to record the deaths of these colleagues and send our deepest sympathy to all relatives :— E. H. BAITUP, who died on October 20th follow-ing a prolonged illness. He had retired in June of this year after 45 years' service with the firm. He joined us in March 1913 in the Transport Depart-ment and it was as a driver that he retired. MISS E. M. BENNETT, who was engaged as a Resident Housekeeper at Woking in 1934. Three years later she transferred to Cockfosters as a Deputy Housekeeper, and it was from this branch that she retired in December 1947. She died on September 29th. F. H. TERRETT, who was engaged in October 1905 as a Poultry Blockman at Brighton.. H e transferred later to the London area and after experience at several branches, where he was successively salesman and first hand he took charge of Drury Lane from 1923 to 1934. He finally

went to 176 . ^ • k i * dfrP^^Ti. S t r e a t h a m

j f from |which b r a n c h h e retired in 1946. H e d i e d on October 3rd.

Mr. E. H. Baitup. Mr. F. H. Terrett.

23

News from our Nat iona l Servicemen S. Baker, Kenton. Yeovil (Army). After a short period at Aldershot he was transferred to Yeovil to complete his training. He has now learnt to drive a three-ton lorry. The first job he has enjoyed since he joined the Army! B. Benson, East Grinstead. Singapore (Army). In a re-cent test he succeeded in obtaining the highest marks of the group and hopes that this will mean eventual promo-tion. He tells us that the weather in Singapore is now at its best, with the temperature between 90° and 100° F. D. Catlow, 176 Streatham. Shorncliffe (Army). He is now employed as a batman to a colonel, and feels that he can regard his present posting as permanent. R. Dart, New Maiden. Cyprus (Army). He is in the Army Catering Corps, at the moment in the heart of Nicosia. He tells us that he has now settled down to his new home—a tent. C. C. Pither, Byfleet. Germany (Army). He is employed as a butcher in the R.A.S.C. and has recently been posted to a small camp at Bielefeld. He assists in breaking down the meat and issuing it to various units. In their spare time they apparently run a small farm, where they have chickens, ducks, geese and pigs. M. J. Preston, 21 Watford. Wilmslow (R.A.F.). Has now completed his initial training and has been a little under the weather lately, due to a week of fatigues for not keeping his fingers curled properly whilst marching. J. W. Sallis, Oxford. Bahrain (Army). Is in the Army

Catering Corps attached to the Royal • Engineers. He recently visited an English and American village and was quite astonished that such a place could possibly exist in the desert. It has an open-air dance hall with a large bar, a swimming pool and all the usual American refinements. The meat used back at his camp is Australian and it arrives in boxes already boned. Although the cuts are the same as in England, they are differently named. R. J. Stovell, East Grinstead. Warwick (R.A.F.). He is stationed at Wellesbourne and has recently passed out as S.A.C. in a trade test for butchery. His work consists in cutting and preparing meat for the cooks. During the evenings he is employed as film operator. B. N. Stuchbery, 68 Croydon. Germany (Army). He is now a Lance Corporal and is working as a clerk and per-sonal assistant to the R.S.M. He has plenty of sporting facilities and has been selected to play for the Head-quarter's first team at Soccer. He is also in the Corps swimming team.

Welcome back to:— C. Curcher, Goring Road. Resumed on October 14th, after two years in the R.A.F., the last period of which was spent in Cornwall. C. Hodgson, Bexkill. Resumed on November 10th, after two years in the Royal Marines. The larger part of his service was in the Mediterranean area. B. Smith, Coventry. Resumed on November 3rd. He has been with the 1st Battalion Royal Ulster Rifles stationed in Cyprus.

•

W H A T

Can you identify the object in the picture above? For the first correct identification to be opened "J.S. Journal" offers a prize of a

£1 - O - O Premium Bond Entries should be sent to "J.S. Journal," Stamford House, London, S.E.I, marked " ?What" and must arrive not later than December 9th, 1958.

? What Last month's quiz picture was a sponge in a perspex bowl, a familiar object in J.S. branches. Prizewinner was J.S-veteran Mr. J. H. Taylor, late of Forest Hill, whose identification was the first correct one to be opened. To him goes the prize of a £1 Premium Bond. Best of luck in the draw, Mr. Taylor, and a very happy Christmas, too.

K.J.L., Hopton Street, S.E.I