Automatic Age

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AUTOMATIC AGE
October , 1937
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B y
H u b ert
S h o u ld C lo s e d T e r r it o r ie s a n d P u b lic
S corn
C au se
U s G r e a t A n x ie ty ?
Closed Territory is a phrase that seems to make
manufacturers tremble and operators rock in
their boots. Public scorn makes many connected
with the coin machine industry ashamed to admit
to their friends what business they are engaged
in. There is now a jittery feeling in the industry
that has been created by a combination of shut­
downs and the antagonism of the public. Our
industry has weathered storms worse than this
and will certainly weather this one. We are too
big in proportion, to let a few setbacks dampen
our ardor. Manufacturers have invested millions
of dollars in plants, equipment, etc., because they
feel that our industry cannot be shaken. Oper­
ators have invested their life’s earnings in routes
because they feel that they have a good way of
making their livelihood. Both of these groups
are correct. W e are in an industry that is going
on and on and on. We will rise above the petty
difficulties that we have to encounter. Above all
do not let trying times or conditions worry or dis­
hearten you. Have faith, work for better condi­
tions, educate the public as to the important part
we play in the economic structure of our country,
stabilize your routes, buy new equipment, and use
clean operating methods. When we unitedly do
these things our battle will be won.
It does not seem to be so many years ago that
a woman was considered immoral if she smoked
a cigarette in public. The so-called ‘righteous’
people applied a harsh sounding term to a woman
that took this liberty.
Public sentiment was
against women smoking. However in the last
few years a great change has come about. Today
even my mother will serve cigarettes to her
women friends that might drop up for an after­
noon’s conversation. A short time ago women
who drank in public were considered as low a
specimen of humanity as could possibly exist.
Even moving picture houses were considered as
a ‘straight path to hell.’ Today all of us and
© International A rcade M useum
F .
M esse
our wives enjoy a good drink and probably look
upon a woman as a prude if she won’t join in the
hilarity and good times. Sermons are preached
by the clergy on pictures that should be beneficial
to see. What has brought these changes about?
Namely two important factors. One is women
fighting for equal rights with men. When our
country was first formed women were not allowed
the privilege of the ballot. Their place was in
the home. They supposedly could not think. They
did not have any business in the ‘affairs of men.’
Women fought for equal rights and finally won
with the passage of the women’s sufferage act.
They asserted themselves, made a place in the
economic scheme of things and finally were rec­
ognized. Today some of the leaders of our coun­
try are women, including Mrs. Perkins, the well
known Secretary of Labor. The other important
factor that brought about the above mentioned
changes is not a pleasant sounding word, but it
nevertheless had a very important role to fill.
This factor was propaganda. Propaganda that
was fostered by the tobacco companies that were
not content with their limited market and looked
for ways to enlarge it. Tremendous advertising
appropriations were started, illustrating the wo­
man in high type restaurants, attending parties,
etc., with a cigarette in her hand. Details are
unnecessary because we all know the type of pro­
paganda that the tobacco companies used. Before
prohibition, propaganda was also fostered by dis­
tilleries that depicted gatherings of men and wo­
men all enjoying a drink or two. The propaganda
that was loosed during prohibition was largely
responsible for the repeal of the 18th Amendment.
The movies added their share of propaganda to
help increase theatre attendance. This propa­
ganda had a job to do and the successful results
that were attained can easily be seen.
How does all this affect the coin machine inr
dustry, you might ask? It affects us greatly. We
are today looked down upon as the woman was
years ago. We are looked down upon as whiskey,
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