The Mornin' Mail is published every weekday except major holidays
Thursday, April 14, 2011 Volume XIX, Number 205

did ya know?.

Did Ya Know?...5K run Fun walk, and race for Kids 1st- 6th Grade: Saturday April 16th, Leggett and Platt will host a 5K run, one mile fun walk, and Clash of the Kids races at the Carthage Schools Track (827 E. Centennial). All proceeds will benefit the Carthage Area United Way, Inc. For more information, please call 417-358-8131 extension 4200.

Did Ya Know?..A Benefit for Cancer patient Mike Evans will be held Sat. April 30 from 5 to 8 p.m. at the Fairview Christian Church. Info call 358-4962

today's laugh

Dean and Jerry were riding a train across the west.

Jerry looked out the window and saw a whole lot of buffalo roaming the range.

Look at that big bunch of buffalo said Jerry.

Dean: Don’t say bunch say herd.

Jerry: Heard what.

Dean: Herd of buffalo.

Jerry: Sure I’ve heard of buffalo.

Dean: No... you don’t understand, a buffalo herd.

Jerry: I don’t care what a buffalo heard I ain"t said nothing that I’m ashamed of.


As I said before, I never repeat myself.


Circular Definition: see Definition, Circular.


A Chronological Record of Events as they have Transpired in the City and County since our last Issue.


Charles Rogers Closing Out His Feed Store Business.

Charles Rogers is today closing out his feed store business bought some time ago from Will Barnhart and moved into the Shuler & Tuttle building.

He has bought the north side shooting gallery and will devote his time to it. He is arranging to have a ladies day, and to run the establishment in a generally up-to-date manner.

Supt. Knowles Wants to Know.

A. P. Knowles, superintendent city light department, would be grateful if any person who knows of any of the street lights being out would report same to him. Please phone 283 until 1 p.m. and after 3 o’clock call 197, the light plant. This is asked in order to improve the service, and the favor will be appreciated.

  Today's Feature

Council Committees Manned.

Carthage Mayor Mike Harris released the list of Council members to serve on the five regular Council Committees during Tuesday’s regular meeting. New Council members were sworn in.

Most City ordinances and modifications are worked out in the various Committees and then presented to the Council for approval

Claude Newport will serve a chair of the Budget Ways and Means Committee with members John Studebaker, T.J. Teed, and Ed Hardesty.

T.J. Teed will chair the Fianncial/Personnel Adminstration Committee with Claude Newport, John Cooper, and an appointee to be named.

Brent Greninger will Chair the Public Service Committee with Steve Leibbrand, the appointee, and John Cooper.

Dan Rife will chair the Public Safety Committee with Brent Greninger, Steve Leibbrand, and Jim Swatsenbarg.

John Studebaker will chair the Public Works Committee with Dan Rife, Ed Hardesty, and Jim Swatsenbarg.


By Monte Dutton

The Rise and Fall of Brand Loyalty

How important is "brand loyalty"? Well, it’s more important to NASCAR than it was five years ago, because its officials are talking about it again.

They still talk more often about the NASCAR brand, as in every other paragraph. But what about Chevy? What about Ford? And Dodge? And, yes ... Toyota?

Five years ago, the unofficial position was that fans were no longer interested in "brand loyalty." NASCAR fans were interested only in individual drivers. That, of course, was a useful rationalization at a time when the cars of the Sprint Cup and Nationwide series were being made indistinguishable from one another.

This I can say. When I started writing about NASCAR, more or less full-time, in 1993, brand loyalty was greater than it is now. Those were the days when I’d be stuck in traffic on the way into Martinsville Speedway, marveling at the rarity of Chevys with Bill Elliott stickers and Fords with Dale Earnhardt’s. Now the stickers have little correlation with the fans’ cars. A Dale Earnhardt Jr. sticker in the rear windshield is about as likely to be on a Hyundai as a Chevy.

But I don’t think it’s dead. I still think Carl Edwards sells Fords and Kevin Harvick sells Chevys, particularly when they win.

This, by the way, has always been my suspicion. The kind of car is important in the formative stages of a fan’s NASCAR addiction. He or she starts following a driver based -- at least in part -- on the car. Once that allegiance is formed, the fan follows the driver if he changes teams or manufacturers, even if it hurts a little.

When Rusty Wallace switched from Pontiac to Ford (and later to Dodge), it caused considerable angst among his fans. But they moved grudgingly. Few drivers spend their entire careers with one manufacturer. Even Earnhardt drove Fords for two years. When last we saw Elliott, once the darling of Ford fans, he was in a Chevy. One reason Ford fans have a special place in their hearts for Edwards, Matt Kenseth and Greg Biffle is that, so far, they have spent their entire Cup careers driving cars with blue ovals on the hoods.

Dale Earnhardt Jr.’s fans swallowed their pride when he switched from one Chevy team to another, but if he showed up one week in a Toyota, it would still create come culture shock.

The reason that brand loyalty diminished, quite possibly, is that the brands themselves diminished. The fans are smart enough to notice that when the principal difference between the cars is the shape of a simulated headlight decal ... well, it’s not much of a difference. NASCAR stopped caring about being able to tell one make from another, and the fans stopped caring, too. They had little choice.

The trend has reversed. The Nationwide Series introduced new models that are discernible from one another even for fans who have no extensive knowledge of exactly how the indented lines on the hoods are sculpted. Adjustments to the noses have been made in Cup, and individual differences are being incorporated in a redesign scheduled for 2013.

Just Jake Talkin'

I suppose one of the handiest tools to have around is a pipe wrench.

A good sturdy one can be used for ‘bout most anythin’. ‘Course, it is built for putting’ pipes together with couplers and takin’ ‘em apart again. It’s a specific tool built for a specific thing. Over the years however, those of us that have happened to be caught in the right circumstances have come up with other ingenious methods of testin’ the durability and flexibility of this simple device.

They usually have a little weight to ‘em and naturally get picked up whenever a little bigger hammer is necessary. They work great for poundin’ in a fence post in a pinch. Because of their size, they are a little awkward for fine work, but I’ve even seen the imaginative shade treers manipulate a 36" pipe wrench ta work on their pocket watch.

This is some fact, but mostly,

Just Jake Talkin’.

Sponsored by Carthage Printing

Weekly Column



Dear Tom and Ray:

My neighbor, who does not impress me as having an IQ above that of a Neanderthal, told me the other day I am "ruining my car parking it the way I am." It rains a lot where I live. I do not have a garage. A sidewalk leads from the parking lot in front of my apartment right up to my front door. When it rains, the grass also becomes soggy. So, what I sometimes do is drive my car along the sidewalk, with the left-side wheels on the sidewalk and the right wheels on the grass. This allows me to get very close to my front door and get out on the sidewalk. Since the grass is about 2, maybe 3 inches max, below the sidewalk this puts the left-side wheels of my car higher than the right-side wheels. Is this "ruining my car"? Or is my neighbor a Neanderthal? -- Beverly

TOM: I wouldn’t call him a Neanderthal, Beverly. I’d describe him as more of a passive-aggressive nebbish.

RAY: You’re not harming your car at all. Suspension couldn’t care less whether it’s on a slope-certainly this gentle a slope.

TOM: I mean, if you parked sideways on the steepest part of Mount Kilimanjaro for years on end, you would put some stresses on some of the suspension parts. But that would pale in comparison to the fines you’d be racking up from the Tanzanian Parks Service.

RAY: What your neighbor is trying to tell you is that he doesn’t like you parking on the sidewalk. Or he doesn’t like the way it squashes the grass. But rather than say, "Beverly, I wish you wouldn’t park there; I think it makes the entire apartment complex look like a junkyard," he’s trying to convince you that it’s in YOUR interest not to park there.

TOM: Ask him if he’d like to talk about his feelings about where you park. That should get rid of him.

Copyright 2011, Heritage Publishing. All rights reserved.