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A PAY-AS-YOU-GO BASIS?
fc CONSULTATION SERVICE of most museums is free. Should it be? .. \ goodwill of their trustees and boards of direc tors. Usually men and women of only mod erate wealth, they have, in the past years, made up deficits out of their own pockets. Today, however, higher taxes and the more urgent appeals of such organizations as the Red Cross, the Polio Foundation and over seas relief have drastically curtailed these emergency donations. Already, the signs of hard times are visible'in the cultural world. Some institu tions have reluctantly gone on a five-day week. Others, forced by state and city charters to remain open, have shortened their hours or closed off less popular wings. Maintenance staffs are reduced in number. In one zoo there are now so few qualified animal keepers that the cleanliness and health of the entire collection of birds and animals were recently found to be seriously below par. In one botanical garden, toward the close of the last fiscal year, several thousand plants, imported at great cost, were attacked by a fungus and died because there was no money left in the budget for protective measures. Many of our public libraries are now half a century old and have received no sub stantial support since they were founded. And in too many cases they are dreary, un kempt places with ugly brown interiors, hazardous wiring, and tattered, outdated book collections. A librarian, who holds a graduate college degree in the field and is earning $165 per month, told us bitterly, "Everybody is for the public library, but nobody wants to support it!" A budget of $1.50 per capita is needed, according to the American Library Associa tion, to provide minimum library service to a community, but this minimum is being met today in only 19 places in the U.S. More than half of our libraries have collec tions that are rated substandard in quality and quantity. One fourth of our population have no libraries of any kind. Do we care? Do we really need our cul tural institutions as an adjunct to our daily life? Most authorities think voe need them more now than ever. David H. Clift, executive secretary of the American Library Association, says, "Our cultural institutions are the only places I i' ml . .|B irimV mm JH||' • aJBI m PfegJHL H ZOOS ARE FUN, but without admission fees, many starve where you come in of your own freewill and educate yourself at your own tempo.” . “ Walk through a museum and see a 2,500- year-old Greek statue; a medieval crusader’s helmet, a toy that belonged to a Dutch settler’s child or a chair George Washington sat in,” recommends John Walden Myer, • director of the Museum of the City of New York. “It’s a strengthening experience. It gives you a link with the past. It restores your faith in your own endurance.” Parents and educators have an enormous stake in museums. As the Metropolitan’s Francis Taylor points out, "Nothing can convey the dignity of man so wonderfully as a great work of art; no lesson in citizen ship can teach so well the inherent nobility of the human being.” If we are to save our cultural institu tions and expand their services in the years to come, we must get, to work immediately to find new ways to make the museum-using public want to pick pp the check. Many forward-looking institutions are already engaged in new financing programs appropriate to modem times. Os those we investigated, we found three producing good results. Used in combination, these may be the new financial formula we need: museum MEBCHJunnsnro Although museums and allied institutions aje without exception non-profit organiza tions, many are finding that there is money to be made on the sidelines. Energetic mer chandising methods are expanding the print and picture post-card trade into albums, records, Christmas cards, books, art mate rials, rolls of film and camera rentals and, of course, popcorn and hotdogs. • Director George P. Vierheller of the St. Louis Zoo reports a net profit of more than $150,000 in tnis department alone, more than enough to insure that city’s large and lively zoo against having to put economy before public entertainment and education. • Director Marlin R. Perkins of Chicago’s Lincoln Park Zoo runs a profitable sponsored Sunday afternoon TV program called “Zoo Parade.” • The American Museum of Natural His tory has just made plans to turn over two Continued on next page ff JUST ONE BRUSHING WIKI \ [ COLGATE 1 | Chlorophyll Toothpaste [ I DESTROYS BAD BREATH l If Originating in tha Mouth II t MoßEßmrtwyf) iii 1 11111 1 MJiHll J/id Cfoikd Tests Prove It Works 11 ■ More Thoroughly, for a longer Time Than A Non-Chlorophyll Toothpaste! in “Oanoecope” tests with actual cases, and give longer-lasting protection. Even * (men and women who had unpleasing at the end of four hours, it was proved*” breath), Colgate Chlorophyll* Tooth- to give far greater reductionof bad breath! paste was proved to act more thoroughly, RfOS MOUTH OFOBCAY BACTBRFAf Just one brushing with Colgate Chloro- Q f tooth decay. 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