SOUTHERN HORIZONS 



lap because it is dustproof and siftproof. But it has no 

 salvage value as a washrag or a seat cushion. So it is all 

 along the line, each wrapper or container has its own 

 good points as well as its own drawbacks. The public, 

 always fickle and seldom very logical, will settle all 

 these arguments in the end. Wishful thinking has no 

 part in the calculations of Henry Carruth, the lean, 

 rugged, wrinkled executive vice president of the Union 

 Bag and Paper Company. He is certainly prepared to 

 expect the unexpected. 



"A lot of new uses have been discovered for paper," 

 he said, "but it's a funny thing how many of them have 

 been additive rather than substitutive. Take the packag- 

 ing of cigarettes: back in the happy days when your 

 Dad learned to know Sweet Caps, he bought ten for 

 a nickel in a simple jute- type carton box. Then the 

 makers added pictures of Anna Held in tights and the 

 pitcher, John McGinty, in sideburns. That was only bait, 

 and yet, don't forget packaging is half bait, anyway. 

 Only the up-to-date bait is attractiveness, safety, clean- 

 liness, convenience, and a thoroughly appropriate holder 

 for the goods. Today, the cigarette package is a multiple 

 container: a cheap bond paper, metal foil, a paper label, 

 cellophane, ten packets in a cardboard container. What 

 it will be tomorrow, only the advertising boys know. 

 Bread was first sold unwrapped, then wrapped in wax 

 paper. Eye appeal "see what you buy" brought in 

 transparent wrappings, and later, so the good housewife 



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