MARKETPLACE, VOL. XII, NO. 6
EDITORIAL
PAGE 2, MARCH 30, 1973
What Price
..... _
. ~
.
~·
A
~.'I
',-~
The Dollar?
Bill Gersh
As the intense, traumatic and tension-filled drive continues full breakneck
speed ahead to accumulate as many dollars as possible during each man's best
earning years, there must come a pause, if even for just a moment or two, to
consider, "What price the dollar?"
So many are chasing the dollar, yet so few know what they are actually
chasing. It is, therefore, of outstanding importance to understand the object
of this great chase. A chase in which more fail than succeed. And even among
those who do succeed, too few are left at an age where they can truly enjoy
what they succeeded in chasing.
This chase after the dollar means a solid, substantial, profitable busines~
must come into being as the stalwart resultant base of the successful chase. A
flexible business. A business that can quickly change with the economy. A busi-
ness that moves progressively and profitably ahead at all times under any and
all conditions.
I.
Because, due to devaluation and the resultant continuing galloping inflation,
the dollar has fallen in purchasing power value to 20¢ compared to the dollar of
1939. (The year, 1939, is the year on which money economists base dollar valuation
because that's the year when the dollar fell to 100¢ in purchasing power value.)
What's more, today's dollar continues to fall in value. Sad to report, few of the
knowledgeable would be too much surprised to see the dollar fall even lower in
purchasing power value by the end of the year.
The nation's operators, to combat this constant erosion of the dollar's value
must, each in his own way and in keeping with the peculiarities of his own area,
uplift the pricing of his entertainment and vending while paying even more money
to his locations and, at the same time, enjoying more income for himself. Such a
method is what "Marketplace" has been campaigning for ever since it introduced
such a formula in its October 15, 1972 issue of its "Interim News Report".
,,
What price the dollar? Perhaps, and all too soon and too sadly, a price that
will be comparative to the size of the miniature dollars appearing on the front
cover of this issue as inflation continues its mad gallop.