Sales clipper, Vol. 18, No. 6, June 1960

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Vol. 18, No. 6
June, 1960
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SIX ON ONE . . . Duke Klein, Passenger Sales Rep, Washington, totes a half dozen ladies' overnight bags. Who are his "dates"? Turn to Page 7 and see.
'New Horizons	Hits
Million Circulation
A new edition of Pan American World Airways’ bestseller travel book, “New Horizons World Guide,” has been published, bringing its total circulation to nearly 1,000,-000 copies.
Reflecting the accelerating pace of international tourism, an entire press run of 100,000 copies has been sold out in eight months.
Although the price of “New Horizons” at DSOs and
travel agents has been increased from $1 to $2, the popularity of the guide assures continued public demand, Jerry Whit-ted, Editor, said. The new price is still below the retail price of $2.50 at which “New Horizons” sells at bookstores.
Also, discounts of up to 50 per cent are provided for travel agents on quantity purchases.
The new edition of “New Horizons World Guide” contains travel facts about 92 countries, including coverage for the first time on Afghanistan, Poland, and Samoa. With Pan American Jet Clippers now linking 53 cities
(Continued on Page 5)
BEST SELLER . . . This is the cover of the new edition of "New Horizons World Guide."
Lipscomb Urges U. S. Effort to Spur Travel
The dollar the visitor spends is injected into virtually every phase of our economy, Willis G. Lipscomb, Vice President Traffic and Sales of Pan American World Airways, said at a hearing of the Senate Interstate and Foreign Commerce
Committee.
Supporting legislation which would create a government travel office with the necessary authority and funds to promote travel to the United States, Mr. Lipscomb told the committee, headed by Senator Warren G. Magnuson of Washington, that such legislation is long overdue and that the adverse balance of international payments now makes it extremely urgent.
Everyone Benefits
“Nearly every type of small businessman, distributor, supplier, artisan and professional man profits from the arrival of a new visitor,” Mr. Lipscomb said, pointing out that there is a vast difference between the travel industry and other exporting industries which benefit only those concerned with a single product.
“The conclusion is that public funds made available for the purpose will profit our entire economy,” Mr. Lipscomb stated. “This can, in fact, be the only feasible way of financing the advertising and promotional activity of a United States visitor development program.”
He cited the large budgets expended in the United States by other governments for travel of-
publicity.
The United States has ample natural tourist attractions, a highly developed, low-cost transportation system, and adequate hotel and motel accommodations at reasonable prices, Mr. Lipscomb said, but lacks an effective advertising and promotion effort.
Mr. Lipscomb proposed a government tourism office which would, by means of mass media and broad promotional activities, present the United States as a desirable country to visit.
In addition to the economic benefits, the promotional campaign would create a new and agreeable image of the United States abroad, an extremely desirable secondary benefit, Mr. Lipscomb stated.
Cites Ad Targets
Pan American at present spends 40 per cent of its advertising budget abroad, Mr. Lipscomb said, pointing out, however, that it is only good business to concentrate the heaviest expenditures in the United States market since United States residents spend $679 million yearly on international transportation fares compared to $89 million spent by all foreign residents on U. S.-flag carriers for travel to this coun-
fices and for advertising and try.
[—Operating Revenues Up $14 Million-
Pan American World Airways total operating revenues for the first quarter of 1960 were $85,658,000 compared to $71,758,000 in the corresponding period of 1959.
Passenger revenues amounted to $67,147,000, a 26.4 per cent increase over the $53,123,000 reported in the same period of the preceding year. Freight revenues were $8,851,000, a 6.9 per cent increase over the $8,283,000 reported in the corresponding period of 1959. Operating expenses were $88,347,000, a 15 per cent increase over the $76,827,000 in the first quarter of last year.
Net loss after taxes was $2,105,000, or 31.9 cents per share compared to $2,499,000 or 38 cents per share in the quarter ending March 31, 1959.
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