Clipper, Vol. 11, No. 1, January 1954

              Clipper Adds More New Features
See Pages 5-8
LAD Job — Outsell
50 Other Lines
See Pages 4-5
Pan American World Airways LATIN AMERICAN DIVISION
VOL. 1 1 — No. 1
JANUARY 1954
540113
Sell More in 954 is L.AD Goal
17 Stations Top Quotas in Dalpo-Saspo
Awards Expected To Total $75,000
LAD’s six-months-long DALPO-SASPO Contest came to a close January 1 with sales personnel at 17 out of 31 competing stations expected to receive some $75,000 in merchandise awards for going over their assigned quotas.
Total sales for the contest duration are expected to top the overall quota by nearly $2,000,000 —or 112 per cent. At Clipper press time, all but eight stations had turned in their final reports. Of the 23 reporting, 13 were over quota.
Among the reporting stations, Maiquetia, Venezuela, held the lead percentage wise in over - quota performance with 128.G per cent, followed by Caracas wdth 118.2, Montego Bay, 117.1, St. Thomas, 113.7 and St. Croix, 113.1.
Caracas was on top dollarwise with sales totaling $250,000 over quota. Among the 14 stations failing to equal or better their quotas, all but one was within 90 per cent of quota and Panama just missed crashing the award circle with a 99.2 per cent figure.
Among the stations which have not yet reported their final results are San Juan, Montevideo, Buenos Aires and Barcelona. All four are expected to go considerable over their quotas.
Rev,orts' from the larger stations were delayed due to the time involved in checking returns from a large number of agencies. Special plaques will be awarded to sales agencies turning in outstanding performances for PAA during the contest.
Among the stations already reporting their final figures, the following exceeded their quotas: Belize, Caracas, Colon, Georgetown, Kingston, Maracaibo, Montego Bay, Maiquetia, Managua, San Jose, St. Thomas, St. Croix and Tegucigalpa.
Awards to non-sales people participating in the contest during the last quarter, cannot be determined until final results are in from the various stations.
Non-sales participants at all stations exceeding their quotas during the last quarter, will be eligible for merchandise awards, determined by the number y points accumulated by the individual for tips resulting in PAA sales.
PRETTY KITTY! Pretty girl too for that matter. She’s Stewardess Patricia Rockwell, who recently transferred from PAD to LAD. The cat is a four-months-old Ocelot which Pat bought as a pet in Rio on her first LAD flight.
Sales Plans
Set at Miami Conference

SERIOUS DISCUSSIONS were the rule each afternoon during the annual Sales and Advertising Conference held December 14-17 in Miami’s Biscayne Terrace Hotel. Seated at the sales forum, clockwise from the extreme left, are Juan Ucross, of Avianca in New York; Fred Jensen, Miami; Sidney R. Chichester, Miami; Shelby Merrill, Miami; Carl Anderson, Miami; Charles Larrabee, Miami; Ray Buckner,
Miami; Panagra Vice President Ed Bern, New York; John Muhlfeld, New York; James Green, Kingston, Jamaica; James Craivford, St. Croix; H. M. Crook, St. Thomas; Robert Devaux, Guadeloupe; George Morley, Nassau; Victor Young, Montego Bay, Jamaica; Paul Miscione, Bogota; Carlos Milberg, Miami; Guy de la Houssaye, Martinique; Norman Chumaceiro, Curacao, and James E. Henry, Miami.
Big Increase in LÂD's Cargo Capacity Is Slated
PAA will add 50 per cent to its cargo lift in 1954 to provide space for sales of 100 million pounds
Super-6s Set Speed Marks
LAD’s Super-6 Clippers have been doing a good job of rewriting the airline speed record books on Caribbean routes since their introduction into this area in mid-November.
Capt. Lawrence H. Vanderburg chalked up a record of seven hours and 20 minutes on a 2,250-mile nonstop flight from New York to Caracas, December 1.
Capt. Elliott A. Billings made it from Port-au-Prince to Caracas (688 miles) in two hours and 19 minutes on December 3, and Capt. David G. Desmond flew the 334-mile distance between Port of Spain and Caracas in an hour and 26 minutes on the same date.
Captain Desmond also set a new record of two hours and 23 minutes on a flight from Port-au-Prince to Miami (716 miles), and Capt. John M. Howe established a new mark of four hours and 48 minutes on the 1,612 mile hop from New York to San Juan.
—SELL, MOKE IN ’54—
HUDAK NEW U. S. CARGO SALES CHIEF
Edward Hudak, former LAD Cargo Traffic Superintehdent, has been named U. S. Cargo Sales Manager in New York.
Hudak joined PAA in 1929 and worked variously in accounting and purchasing departments in New York and Brownsville until 1936 when he was assigned to the cargo department at Brownsville.
He became Cargo Supervisor in 1942 and Assistant LAD Cargo Superintendent in 1946. From 1947 to 1950, he handled special assignments in the U. S. and System cargo sales organizations and in 1951 he was named Cargo Traffic Superintendent for LAD.
—SELL, MOItE IN ’54—
La Ruff a Is Assigned To Region Job in Rio
Dominick LaRuffa, a veteran in airline ground commissary operations, has been named assistant to Tom Davis, regional commissary supervisor in Rio de Janeiro.

of cargo on its routes throughout the world.
In LAD, where reductions of
25 per cem~for shipments of over 100 pounds and reductions of another 25 per cent for shipments of more than 1,100 pounds have enabled PAA to underbid surface transportation on shipments of refrigerators, furniture, stoves and other heavy equipment, a further expansion of business is expected.
New developments in LAD include assignment of a fleet of 10 all-cargo DC-4 Clippers to operate out of Miami to points throughout the Caribbean, Central and South America and a cargo reservations system which permits cargo shippers to reserve space in advance on all-rargo and passenger aircraft.
Development of new northbound business through special low commodity rates for fruits, vegetables, sea foods and other perishables will help correct a previous unbalance where most of the business was southbound from the United States to Latin America. Jamaica’s entire tomato crop, Cuba’s avocado crop and tree-ripened bananas from Central America will be among the major northbound loads.
—SELL MORE IN ’54—
LAD Holds Lead In Tip Top Event
LAD hit the halfway point in the Tip-Top Sales Contest for non-sales employes with a staggering lead over the other divisions and the System folks in prize points accumulated.
Going into the new year, j LAD’s contest point total stood j at 254,532. The Atlantic Division j was second with 175,147 points; j System third with 159,168 points; j and the Pacific-Alaska Division ! fourth with 129,959 points.
A total of 414 individual checks were issued to LAD’s non-sales salesmen during the first half of the contest with the average check being worth 616 points.
“Interest in the contest picked up considerably during December, and we’re expecting even better results between now and the time the contest ends— March 31,” said Contest Chairman James E. Henry, assistant to the LAD sales and advertising manager.
Job Well Done
LAD is off on the right foot in its campaign to provide “Superlative Service” all down the line during 1954 if the handling of the recent round-South A in erica trip of the X7.S. Senate Banking and Currency Committee, can be taken as an indication.
In a letter to President Juan T. Trippe regarding this tour, Roger B. Doulens (Assistant to Vice President Samuel F. Pryor) who accompanied the Senators, said:
“I want to be completely unrestrained in my enthusiasm for the job done by all Pan American personnel connected with this trip. I was proud to be a member of the PAA family and you would have been proud had you seen your LAD people in operation. I am copying Vice President Wilbur L. Morrison so that he will be fully informed of the fine job done by the personnel of his division.”
A memorandum quoting from Doulens’ letter to President Trippe and expressing his own personal pleasure at the glowing tribute paid LAD, was forwarded by Mr. Morrison to LAD officials at all points visited by the committee.
GROUP TRAVEL
Convention visitors to your city are excellent Tip/Top Sales prospects. Sell a group trip to a nearby point—and reap a real treasure in Tip/Top prize points.
To Success of Drive
The goal of LAD this year is “Sell More in ’54.”
For four days, December 14-17, representatives from every station in Latin America—plus a sprinkling of officials f r o m PAA’s Latin American associates —discussed future aims and current problems at LAD’s annual Sales and Advertising Conference at Miami’s Biscayne“Terrace Hotel. Out of this series of meetings came the resolve: Sell More In ’54.
Combining the features of class-room lectures and clinical roundtable discussions, the conferees spent long hours in hearing LAD’s plans unfolded, swapping trade secrets—such as successful selling methods — and threshing out sales and traffic problems.
During the conclave, the online representatives had an opportunity to hear and talk with Division Manager Edwin tc Drescher, Division Traffic and Sales Manager Mario J. Martinez and most of the other LAD department heads, as well as with John E. Muhfeld, general sales manager for the PAA System, and John W. G. Ogil-vie, U. S. sales manager.
At the outset, the representatives were made to realize the enormity of their job during i95*b with announcement of the system quotas for the new year: $188,144,000 in passenger sales and $21,878,000 in cargo sales. The passenger figure is 7.1 per cent over the 1953 sales. In the case of cargo, the new goal is 10.4 per cent over ’53 sales.
One of the high spots of the meeting was the brief, but pointed, address by Division Manager Drescher who, armed with statistics contained in the 1954 Operating Plan for LAD, sounded a call for “extra efforts to produce the extra results” so necessary to the division this year. In shirt-sleeves, because “that’s the only way I can work,” Drescher reminded the men that CAB’s mail and subsidy payments of $13 million for 1953 had been based on the division showing better than $8 million net operating revenue.
“While we showed some improvement in our revenue picture in 1953, we missed the figure set for LAD by the CAB. We must do better in ’54, we must meet CAB’s goal,” the division manager declared,
“So it’s up to you fellows to produce more revenue. In 1954 we can expect more competition and the only way to beat it is through hard work and ‘superlative service’—the kind of service that is better than any other.” After taking note of the “dis-(Continued on Page 7)
The Long-Haul Boys
“HAPPY TO SEE YOU” says Mario Martinez, left LAD traffic boss, as he meets, left to right, Fred Plimpton, BUE; Stewart Brown, RIO, and Paul Miscione, BOG, at LAD Sales Conference.