Sales clipper, Vol. 19, No. 6, June 1961

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PUBLISHED FOR PAN AMERICAN’S TRAFFIC SALES & SERVICE PERSONNEL
Yol. 19, No. 6
New York, N.Y.
June, 1961
Pan Am Spends $3ViMiHion to Promote U.S.
Pan American Airways will spend nearly $3% million during 1961 to promote “Visit U.S.A.”—the largest expenditure on behalf of tourism to the United States by any single organization.
Pan American is mounting an accelerated program to increase travel to the United States at a time when the dollar balance of payment problem poses
a threat to the nation’s economy.
Magazine and newspaper advertising, direct mail, poster and local campaigns at some 750 Pan American offices abroad will be used to encourage travel to the United States.
Balanced Traffic Necessary
In Europe and the Orient alone, nearly 50,000 posters advertising “Visit
U.S.A.” are being displayed; full-page U.S.A. advertising in color and black and white is appearing in major international media, national magazines, and local newspapers; thousands of “Visit U.S.A.” window displays and counter exhibits are being placed; and more than a million Pan Am folders such as “U.S.A.—More for Your Money” are be-Continued on Page 11
New Rates to Stimulate 50% Atlantic Cargo Boost
Pan American Airways estimates that transatlantic cargo traffic will increase by 50 per cent in the first full year as a result of agreement on new cargo rates reached at Montreal by the members of the International Air Transport Association, Willis G. Lipscomb, Vice President Traffic/Sales, said.
“Pan American is gratified that the other IATA carriers have agreed to the principle of weight breaks for transatlantic air cargo, a system advocated by Pan American since 1949,” Mr. Lipscomb stated. He predicted that 75 per cent of transatlantic cargo will move under the general cargo rates.
Mr. Lipscomb said that Pan American would have preferred to have eliminated commodity rates entirely but commented that reduction of these specific commodities to 12 categories eastbound and 24 westbound was a major step forward.
The new general cargo rates which will go into effecte Sep-
tember 1, are:	NEW YORK-LONDON	LONDON-NEW YORK
Under 100 pounds	$1.00	Same
100-220	.69	Same
220-550	.50	Same
550-1100	.41	Same
1100-2200	.36	Same
2200-16,500	.33	Same
16,500 over	.31	—
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MILWAUKEE DEBUT . . . New Milwaukee DSO opens for business with Mai Yarke, left, Sales Rep., and Joe Vav-rick, Reservations Supervisor, discussing new schedules. Sue Overman and Carina von Koskull, right, answer the first phone calls—one of which produced a direct sale.
Graham Becomes Director-Cargo Sales
Harold L. Graham
Harold L. Graham, Jr., former President and Director of Cunard Eagle Airways (Bermuda) Ltd., has been appointed Director of Cargo Sales of Pan American Airways.
A former member of the President’s Committee on Government Contracts and consultant to the Under Secretary of Commerce, Graham had been associated with Pan American prior to World War II and again in 1950 and 1951 when he was Assistant to the airline’s Vice Presidents conducting Latin American and Atlantic and Pacific Operations.
A veteran airline executive as well as military and airline pilot, Mr. Graham served
as European Operations Manager of Panair do Brasil in 1948 and 1949 and in the two years immediately following was Assistant to the President of the Brazilian airline. In this capacity he covered all of South America, Europe and the Middle East on special assignments related to landing rights, intergovernmental relations and equipment problems. He also served as Assistant Operations Manager for International Operations.
As an advisor to the Department of Commerce for six years, Mr. Graham aided in the detailed programming of the Civil Reserve Air Fleet, the War Air Service Pattern, and the Military Air Transport Service.