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ADVERTISING OF ALCOHOLIC BEVERAGES

TANFORD

HEARINGS

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APR 27 1956

BEFORE THE

VOCUMENTO
COMMITTEE ON
INTERSTATE AND FOREIGN COMMERCE

HOUSE OF REPRESENTATIVES

EIGHTY-FOURTH CONGRESS

SECOND SESSION

ON

H. R. 4627

A BILL TO PROHIBIT THE TRANSPORTATION IN INTERSTATE
COMMERCE OF ADVERTISEMENTS OF ALCOHOLIC

BEVERAGES, AND FOR OTHER PURPOSES

FEBRUARY 16 AND 17, 1956

Printed for the use of the Committee on Interstate and Foreign Coinmerce

UNITED STATES
GOVERNMENT PRINTING OFFICE

WASHINGTON : 1956

74186

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J. PERCY PRIEST, Tennessee, Chairman OREN HARRIS, Arkansas

CHARLES A. WOLVERTON, New Jersey ARTHUR G. KLEIN, New York

CARL HINSHAW, California
WILLIAM T. GRANAHAN, Pennsylvania JOSEPH P. O'HARA, Minnesota
F. ERTEL CARLYLE, North Carolina ROBERT HALE, Maine
JOHN BELL WILLIAMS, Mississippi JAMES I. DOLLIVER, Iowa
PETER F. MACK, JR., Illinois

JOHN W. HESELTON, Massachusetts KENNETH A. ROBERTS, Alabama

JOHN B. BENNETT, Michigan MORGAN M. MOULDER, Missouri

RICHARD W. HOFFMAN, Illinois HARLEY O. STAGGERS, West Virginia JOHN V. BEAMER, Indiana ISIDORE DOLLINGER, New York

WILLIAM L. SPRINGER, Illinois WALTER ROGERS, Texas

ALVIN R. BUSH, Pennsylvania MARTIN DIES, Texas

PAUL F. SCHENCK, Ohio SAMUEL N. FRIEDEL, Maryland

JOSEPH L. CARRIGG, Pennsylvania JOHN J. FLYNT, JR., Georgia

STEVEN B. DEROUNIAN, New York
TORBERT H. MACDONALD, Massachusetts
DON HAYWORTH, Michigan

ELTON J. LAYTON, Clerk
KENNETH J. PAINTER, First Assistant Clerk

Professional Staff
ANDREW STEVENSON

SAM G. SPAL
KURT BORCHARDT

MARTIN W. CUNNINGHAM

CONTENTS

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Page

Text of H. R. 4627.

2

Report of

Bureau of the Budget...

4

Commerce Department..

3

District of Columbia government.-

Federal Communications Commission.

6

Interstate Commerce Commission..

9

Justice Department--

4

Post Office Department -

State Department.

Treasury Department.-

4

Statement of-

Biddle, Mrs. C. V., vice president, National Woman's Christian

Temperance Union..

51

Bohmfolk, Erwin F., district superintendent, west Fort Worth district

of the Methodist Church, Dallas, Tex.

179

Bondurant, Arthur P., on behalf of Distilled Spirits Institute and

Kentucky Distillers Association..

254

Bosley, Paul S., president. National Conference of Methodist Youth - 65

Brady, Joseph E., coordinator of State councils. International Union of

United Brewery, Flour, Cereal, Soft Drink, and Distillery Workers

of America, AFL-CIO.

289

Budge, Hon. Hamer H., a Representative in Congress from the State
of Idaho..

25
Childs, Randolph W., executive director and counsel, Pennsylvania
Alcoholic Beverage Study, Inc.--

392
Christie, Mrs. Agusta K., Presque Isle, Maine-

171
Davis, Hon. James C., a Representative in Congress from the State
of Georgia -

13
Dunford, Edward B., counsel, National Temperance League, Inc.-- 141
Edgar, Kermit S., on behalf of the Reformed Presbyterian Church of
North America_

187

Fellows, Harold E., president and chairman of the board of directors,

National Association of Radio and Television Broadcasters.-

309

Goldman, Max, chairman, board of temperance, North Iowa Annual
Conference of the Methodist Church -

109
Hammaker, Bishop Wilbur E., chairman, committee on congressional

hearings, National Temperance and Prohibition Council. -- 33, 201

Hester, Clinton M., Washington counsel, United States Brewers Foun-

dation..

332

Hollomon, Roy S., superintendent, Kansas United Dry Forces.

184
Hooton, Dr. Caradine R., executive secretary, Board of Temperance,

Methodist Church..
House, Walter C., executive director, Temperance League of Ken-
tucky ---

29
Ivy, Dr. Andrew C., department of clinical science, University of
Îllinois...

132

Jeanes, Samuel A., general secretary, Lord's Day Alliance of New

Jersey-

102

Joyce, R. E., president, Distilled Spirits Institute, Inc.-

229
Korfhage, Wilbur, administrative director, United Temperance Move-
ment of Minnesota...

36
Logan, Leslie B., executive director, Interchurch Temperance Move-
ment of Colorado..

77
McConn, William F., president, Marion College, Marion, Ind.

169
McFate, Warren J., on behalf of the Evangelical United Brethren
Church, Iowa Conference-

191

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70

Statement of-Continued

Page

Miller, A. C., executive secretary, Christian Life Commission..

112

Morris, Sam, president, Preferred Risk Mutual Insurance Co..

78

O'Neill, Thomas, general counsel, Brewers' Association of America - 382

Patterson, J. Renwick, executive secretary, National Reform Associa-

tion.

177

Pfost, Hon. Gracie, a Representative in Congress from the State of

Idaho.--

23

Rees, Hon. Edward H., a Representative in Congress from the State of

Kansas.

26

Renz, James, on behalf of the General Brotherhood Board of the

Church of the Brethren..

173

Scharffenberg, W. A., executive secretary, American Temperanc

Society

115

Siler, Hon. Eugene, a Representative in Congress from the State of
Kentucky--

10

Sloan, James, chairman, Iowa-Des Moines annual conference Board of

Temperance of the Methodist Church --

193

Sullivan, John Dwight, general counsel, Advertising Federation of
American

390
Tunick, Abraham, Washington counsel, Wine & Spirits Wholesalers of
America, Inc.

328

Wallace, Clayton M., executive director, National Temperance

League

194

Weil, Gilbert H., counsel, Association of National Advertisers, Inc.- 399

White, W. R., president, Baylor University, Waco, Tex..

38

Wilson, Kenneth, managing editor, Christian Herald.-

43

Wootton, Edward W., manager, Washington office, Wine Institute.- 375

Young, Harold A., superintendent, Iowa Temperance League---- 189

Additional information submitted for the record by-

American Association of Advertising Agencies, statement of George

Link, Jr., general counsel...

282

American Federation of Labor and Congress of Industrial Organiza-

tions, statement of George D. Riley, legislative representative. 305

American Hotel Association, statement of Arthur J. Packard, chair-

man, governmental affairs committee....

328

American Merchant Marine Institute, Inc., letter from Alvin Shapiro,

vice president.--

274

American Newspaper Publishers Association, letter from Cranston

Williams, general manager..

272

American Temperance Society:

Statement of -

Ribble, F. D. G..

127

Zottoli, Hon. Joseph T.

116

Associated Business Publications, letter from William K. Beard, Jr.,

president--

273

Associated Cooperage Industries of America, Inc., letter from L. P.
Long, president.

275

Association of American Railroads, letter from Gerald D. Finney-

215

Augustana Evangelical Lutheran Church, letter from Oscar A.

Benson, president.-

211

Bondurant, Arthur P.:

Average noting of four-color alcoholic beverage advertising in

Life

264

Consumption of distilled spirits compared with national income

and advertising expenditures, chart and table.-

260, 266

1954 Retail Sales Up 32 Percent Over 1948, article from Printers'

Ink, February 10, 1956..

263

United States per capita consumption of distilled spirits, 1850

and 1941-54.--

256

Brewers' Association of America, board of directors.

389

Chamber of Commerce of the United States, letter from Clarence R.

Miles...

284

Chemung County (N. Y.) Woman's Christian Temperance Union,
statement of Mrs. Harold L. Donner, president.--

217
Church of Jes's Christ of Latter-Day Saints, letter from David O.
McKay, president...

210
Page

221

244

219
277

367

Additional information submitted for the record by-Continued

Church of the Nazarene, statement of Kenneth S. Rice, secretary, and

T. T. Iiddell, official representative, committee on public morals.-

Coopers' International Union of North America, AFL-CIO, statement

of Joseph Kunz, first vice president.---

Council of Bishops of the Methodist Church, resolution of..

Crane, Dr. George W., letter from..

Crowley, Dale, letter from...

Curtis, Hon. Laurence, letter from..

Davis, Hon. James C.: Draft of statement supporting constitutionality

of H. R. 4627..

Distilled Spirits Institute, Inc.:

Brief relative to the power of Congress to enact H. R. 4627_.

Per capita consumption of distilled spirits, calendar year 1954,

by States.--

Eastern Conference of Teamsters, statement of Anthony J. Ferro.--

Evangelical Lutheran Church, letter from Frederick A. Schiotz, presi-

dent.

Florida State Council of Brewery Workers, statement of James W.

Short, executive secretary-treasuirer.

Fosdick, Harry Emerson, letter from..

Freight Forwarders Institute, letter from G. Morrow, president-

Gary, Hon. Raymond, Governor of Cklahoma, letter from..

General Council of the Assemblies of God, letter from R. M. Riggs..

Glass Bottle Blowers Association of the United States and Canada,

AFL-CIO, statement of I ee W. Minton, international president.--

Green, Hon. Fdith, letter from, transmitting resolution of Oregon

Council of Churches..
Haring, Frank A., statement of.
Heselton, Hon. John W.: Advertisement from Life magazine, No.

117 in the series, "Home Life in America".
Illinois State Council of Brewery Workers, statement of Melvin L.

Kastel, executive secretary-

Indiana State Council of Brewery and Soft Drink Workers, statement

of William G. Johnson, executive secretary -

International Allied Printing Trades Association, statement of O. R.

Strackbein, legislative representative..

International Brotherhood of Teamsters, Chauffeurs, Warehousemen,

and Helpers of America, statement of Fred A. Tobin..

International Order of Good Templars:

Statement of-

Petarson, Mrs. Ruth, superintendent of educational work,

National Grand Lodge of the United States.-

Schmidt, Dr. J. Raymond -
International Reform Federation, letter from Charles X. Hutchinson,

Jr., secretary-
Jonos, E, Stanley, letter from.
Jon's, Louise F., statement of..-
Kaibmik, H. W., letter from.
Laubach, Frank C., letter from...
Lithographers National Association, Inc., letter from W. Floyd

Maxwell, executive director...
Mackay, John A., letter from.
Magazine Advertising Bureau, Inc., statement of Frank Braucher,

president.
Martin, Dr. R. H., statement of ---
Maryland, Virginia, and District of Columbia Council of Brewery,

Yeast, and Soft Drink Workers, AFL-CIO, statement of John L.
Helm, president.
Michigan State Council of Brewery, Soft Drink, and Distillery

Workers, statement of Hubert Cassidy, president and executive

sncretary-
Mid-South Dailies, telegram from Ken W. Howard.
Minnesota State Council of Brewery Workers, AFL-CIO, statement

of William S. Brannas, executive secretary-
Mississippi Woman's Christian Temperance Union, statement of Mrs.

R. L. Ezelle, president..

295

108

222

204
201
224
212
202

287
212

372
226

296

297
272

291

217

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