[Mileage Conservation Program for Retailers to Help Keep America Rolling]
[From the U.S. Government Publishing Office, www.gpo.gov]

A MILEAGE CONSERVATION PROGRAM
/or RETAILERS.^
Keep America Rolling
Prepared by Office of Price Administration Approved by Office of War Information
Office of price Administration WASHINGTON, D. C.
LEON HENDERSON
ADMINISTRATOR
To American Businessmen:
With the inauguration of National Mileage Rationing — a measure to save rubber — we are seeking every possible channel better to acquaint and inform the public on the needs involved in this wartime measure.
Success of the Mileage Rationing Program depends not only upon formal compliance with the regulations, but perhaps even more important, upon the development of a keen spirit of compliance. This is War and war is won only by the closest kind of teamwork.
Our transportation system must be maintained for war production to get workers to war plants and to carry only all other essential transportation services.
During a consultation with members of the staff of the Chamber of Commerce of the United States, the suggestion was made that we give local businessmen's organizations an opportunity to help make this program successful.
Therefore, the accompanying material has been designed for use by retail stores, banking institutions, utility companies, and many other business outlets. Additional copies will be sent upon request. This material is suggestive only, and it is hoped that individual variations will be encouraged.
This is another war job that may well be given serious consideration by your organization as a part of its participation in the nation's fight for victory.
Will you please return the self-addressed acknowledgement post-card, which you will find in the portfolio so that we may check the efficiency of the distribution?
Your cooperation in this effort will be deeply appreciated.
Sincerely yours,
Administrator
MILEAGE CONSERVATION
Window displays tell a story effectively. Here are some suggestions for window displays that can be modified and varied according to facilities and store policy. At the same time these suggestions with appropriate copy will develop support for the Mileage Conservation program.
MILEAGE CONSERVATION
Window displays tell a story effectively. Here are some .suggestions for window displays that can be modified and varied according to facilities and store policy. At the same time these suggestions with appropriate copy will develop support for the Mileage Conservation program.
Window displays tell a story effectively. Here are some suggestions for window displays that can be modified and varied according to facilities and store policy. At the same time these suggestions with appropriate copy will develop support for the Mileage Conservation program.
MILEAGE CONSERVATION
MILEAGE CONSERVATION
Counter and elevator cards, also floor and platform displays will prove effective for the store interior program on Mileage Conservation.
Interior displays can be developed with many variations from the material included in the portfolio.
Tie up interior displays with a card reminder spot on some phase of Mileage Conservation.
MILEAGE CONSERVATION
MILEAGE CONSERVATION
Conservation	Announcer:	100 WORDS Where is our rubber supply? Most of it is held by our enemies. Where is our synthetic rubber? In production—most of it due around 1944. Where is the rubber from South America? It will take years to grow. But America has some rubber. It’s on your car. Yes, the rubber of America is largely on your automobile. Your tires are a public trust. Mileage Rationing cuts down the use of tires—Mileage Rationing helps you keep the rubber supply of America safe. The rubber we have now must be used for Victory tomorrow.
		50 WORDS
	Announcer:	Every American must save rubber.—For want of rubber, a tire was lost.- For want of a tire, a truck was lost. For want of a truck, a battle was lost. But not by American forces. Not if we ration mileage. Not if we drive less. Not if we save rubber.
		30 WORDS
	Announcer:	Uncle Sam says: Save rubber! If you want to keep your tires rolling, use them as little as possible. Before using your car ask yourself, 'Ts this trip really necessary?” And then—give yourself an honest answer.
Tires and
Tire Inspection
100 WORDS
Announcer: Did you know that you must carry your Tire Inspection Record with you just-like your license or registration? Well, you must because tire inspection is a compulsory war measure to save rubber. Have your tires inspected today. Go to an authorized inspection station located in selected tire shops, garages, and filling stations. But do it today—before that February 1st deadline. Inspection of tires—like consulting your doctor—will warn you in time to save that ailing rubber. Keep your Tire Inspection Record up to date and you will keep your personal save-rubber campaign up to date.
50 WORDS
Announcer: Rubber and tires are too precious to leave tire care to chance. Your Government wants to be sure that not a single tire is driven beyond the point where it can be successfully repaired or recapped. That’s why Tire Inspection is compulsory. That’s why your tires must be officially inspected before February 1st.
30 WORDS
Announcer: You have only------more days. Yes, folks, this is the last call for Tire Inspection. Your Government says you must have an official OPA Tire Inspection before February 1st. Do it today.
MILEAGE CONSERVATION
Why Mileage Rationing
Car Sharing
100 WORDS
Announcer: Who needs rubber? The Army, the Navy, the Marines—those boys in the desert, on the high seas, in the jungle—the armed forces of America need rubber. Who else needs rubber? Farmers driving our food to market, industrial workers driving to our assembly lines, doctors, ministers—they too depend on tires. Rubber on the fighting front, rubber on the home front—we must save rubber for all these soldiers. Our enemies hold 90 percent of our sources of rubber. That’s why we must cut down driving. That’s the reason for mileage rationing—to save rubber for Victory!
50 WORDS
Announcer: The Army, the Navy, the Marines—all our armed forces—must have rubber. "In rubber we are a Have-Not Nation.” But there is enough for Victory if we save the rubber we have through Mileage Rationing. That’s why we must cut down using rubber tires. Are you wasting rubber? Think' it over.
30 WORDS
Announcer: Rubber is needed for Victory. Mileage Rationing saves rubber for our men in uniform. Mileage Rationing cuts down our use of tires, but it speeds our men toward Victory.
100 WORDS
Announcer: Did you ever stop to think that your car can help win the war? Well, it can. Transportation is one of our big war problems. If transportation bogs down — war production bogs down. Millions of war workers must get to their jobs if America is to get on with its job of winning the war. And that’s exactly where your car comes in. Busses and street cars are overcrowded. If you own a car give your neighbors a lift. Form a car-sharing club. Don’t drive alone. Make one car do the work of five. That’s saving rubber!
50 WORDS
Announcer: Teamwork is what counts today! The teamwork of a bomber crew.—The teamwork of a ship and its convoy.—The teamwork between our armies and allies. Teamwork counts here at home too. So Team up with your neighbors, organize a car-sharing club, save rubber tires.
30 WORDS
Announcer: Five people in one automobile use just one set of tires. Share your car. Belong to a car-sharing club. Your tires can carry five people as easily as one—Don’t be a selfish driver.
Use the Eagle Insignia
This attractive insignia should be used in your ads, top, bottom or center whenever you can.
Use in direct mail stuffers, throw-aways, or any direct-to-consumer pieces.
Especially adapted for attractive counter and window cards, easel signs and posters.
The Eagle symbol with slogan has been designed to be used in most every phase of the mileage conservation program.
Other concerns may want to pick up the sticker idea of the Eagle symbol, as an effective means of supporting the mileage conservation program.
Promoting “Shopping-Day” Car Clubs
Will Help Meet Retailer Problems
American business has been geared to automobile transportation. Retail markets have grown up around communities based on populations made mobile by gasoline and rubber tires.
For this reason, the National Mileage Rationing Program and the consequent reduction in automobile mileage, cannot help but have an effect on retail trade. The effect, however, is not necessarily bad.
Within the first two or three weeks after gasoline rationing went into effect in the East last spring, most stores reported a sharp falling off of sales. Within a month, however, sales were back to normal. There has been no apparent falling off since.
In fact some stores reported an increase in business because shoppers who used to drive to larger centers were now doing their buying in their "Home towns.”
Stores that have taken an active part in organizing "Shopping-Day” car clubs have noticed the least effect from gasoline rationing. The benefits to the merchant in supporting the shopping car sharing campaign are obvious:
1.	By having a part in the organization of the club, he assures himself of being associated with the customers’ shopping plans.
2.	By means of car-sharing clubs, old customers often lead new customers to the store, thereby serving as an effective source of new store traffic.
3.	By encouraging mileage conservation, the progressive merchant can encourage the customer to buy more in his store—and to do less "shopping around.”
4.	By helping to form car-sharing clubs, the merchant will obtain great cooperation in his campaign to get customers to carry home their own packages. Few women like to carry bundles on a crowded street car.
Sell the car-sharing club idea for shoppers and protect your business.
You may find the suggested ad in the retail portfolio helpful in getting started on this "Shopping-Day” car club program.
With reduced store services, it is more vital than ever to guide and help your
customers in meeting and solving their shopping problems.
Promoting Car Sharing Among Fellow Employees of Business Establishments
Transportation of employees has become a difficult and critical phase of industrial and retail operations. Management cannot escape its share of responsibility in the solution of this all-important problem. Retail management should assume full responsibility for the sponsorship and control of a car-sharing plan among the employees.
This entire conservation program is closely bound to the Nation’s war effort, the support of which is the patriotic duty of every American citizen.
Every channel should be used to stress the importance of the car-sharing program to employees.
Car-sharing succeeds best when management solicits and utilizes the active cooperation of employees.
HOW TO FORM A CAR-SHARING CLUB
Mechanics of the Program
1.	Check automobiles transporting your employees, (a) If practical, expand your check to nearby stores or buildings, and tie up a business area on car sharing.
2.	Put a car-sharing questionnaire in the hands of every
employee. (Sample attached.) Select the right person for this distribution and collection of the questionnaire, (b) Consider appointing a Civilian Defense Council worker who would handle the registrations and grouping arrangements in your establishment.
3.	List automobiles used to transport the employees to work, (a) Determine the number of unused seats, (b) Survey of all employees and the location of their residences, (c) A map will be helpful, showing the territory embracing the residence locations of most of the employees, and should be divided into sections, (d) Some have found that half-mile square sections provide a reasonable working basis, (e) Use census tracts, or other plans if more practical in your locality, (f) Assign numbers to subdivisions chosen, (g) Group questionnaires in accordance with these geographic subdivisions and numbered to correspond, (h) Within each group the questionnaires should be separated according to employees’ starting and stopping time, (i) Also separate within each group as between automobile owners and non-car owners, (j) Some mutual arrangement will have to be made between the nonowners and the owner, but that is a matter which would be left up to the employees themselves.
SAMPLE CAR-SHARING QUESTIONNAIRE
1.	NAME ...._______________________________________________„____________________________________________________________________________ ____________
(Name in full)
2.	HOME ADDRESS......................................................................................................................................
(Street an^ number)	(City or town)
3_______.......... _______________________....................... ___ .......__________........___________________________.....___________________.....
(Give name and location of business where you are now working)
4.	HOME PHONE _____________________________________________.............._ BUSINESS PHONE ____________...... .. .. . .. .. ....... .....___
5.	HOME-TO-WORK ROUTE__________________________________............._________________________... _______________________________________1. .......
6.	TIME LEAVING FOR WORK________________________....._____________..... { p TIME LEAVING FOR HOME___________________________________... .. .. . .	J};
7.	DO YOU OWN AN AUTO?______________ CHECK BODY STYLE: SEDAN...... COUPE._____________
MILEAGE CONSERVATION
Support the Mileage Conservation program through direct-to-the-consumer mediums.
Use drop-in newspaper spots, or other timely messages in
your stuffers for monthly statements, direct-mail pieces, throw-aways, and any other medium of this nature. Effort along this line has proven most effective in securing public understanding necessary in the nation’s war effort.
Do You Want Long Distance?
Every car owner wants to double the life of his tires; to get twice as much mileage as he did before. He knows that when his present set wears out there may be no more for many months. The new mileage rationing program is designed to give extra wear through extra care. We urge every citizen to cooperate with this program.
Bring your car to us for your regular tire inspection. Let us check your wheel alignment at the same time. At regular intervals we will rotate your tires, thus adding many precious miles. Our crew of highly trained men is especially well equipped to service the tires that serve America.
YOUR NAME HERE
I'M NOT BUILT FOR FLAT WORK
Everybody knows that tires run on air, and that without it they do a sorry job. You can’t expect to treat your tires wrong and have them do right by you. Keep them properly inflated. Double the life of your tires.
We are equipped for flat work! In fact, we take it in high gear. We’ve been rendering expert laundry service to housewives for — years. We can double the life of your fine linens.
YOUR NAME HERE
THE LAST MILE
It’s too late now! No chance of a reprieve for this poor fellow. His parents should have protected him while there was still time.
That’s what mileage rationing is for. To make sure that people take care of their tires and give them every chance to lead a long and useful life.
Take care of your tires. Know exactly what air pressure they demand, and have it checked every time you buy gasoline. Switch them around regularly to distribute normal wear. Drive under 35 miles per hour. Then you and your tires will have a long and happy life—together.
YOUR NAME HERE
“This is My Week to Relax!”
Oh boy, do I have it easy these days! On the job one week, and sittin’ around restin’ up the next. Time was when a work horse got a day off in every seven, but with me it’s 50—50.
Thanks to Mrs. Wilson. She’s my boss lady. And conscientious about the least bit of unnecessary driving. Is she patriotic! She and Mrs. Craig (our next door neighbor) have a carsharing club that’s really neat. They team up on marketing days, and collect all the housewives on our block.
Mrs. Craig is drivin’ this week. I’m just restin’ the carcass.
YOUR NAME HERE
CLUBS ARE TRUMPS!
Yes, clubs are leading all over the country. Car Sharing Clubs! Those little groups of three and four neighbors whose strong suit is making one car do the work of several, who aren’t afraid to double and redouble.
That kind of partnership is essential today. Every citizen realizes that the stakes in this war are high. Every car owner knows that there will be no new tires available for a long time.
Take the lead in your neighborhood! Organize a shopping club. Reserve a certain day each week for "shopping day” and pass the deal around by taking turns driving your cars.
Support the mileage rationing program through car sharing. It’s a good bid for Victory!
YOUR NAME HERE
B-17 Car Club
They’ll be up again tomorrow! Thanks to their pneumatic rubber lifeboat. And thanks to the folks back home who mean to see that there are enough of these life rafts to meet such emergencies.
You can do your bit by organizing a car-sharing club, and making your tires last several times as long. This will provide more rubber for the life rafts of our flying fighters.
Join a car club today. And bring your car club with you when you come down this week to look over our new line of fine quality topcoats.
YOUR NAME HERE
Today your automobile is one of your most valuable possessions. Valuable to you because you won’t be able to get another ont until the war is over. Valuable to your country because in prolonging the life of your car you are making an important contribution to winning the war.
But your car is no good without tires. That’s why you owe it to yourself and to your country to take unusual care of the tires you now have. They are, in a sense, a public trust.
Tires can be sabotaged by faulty brakes. Brakes that "grab” suddenly, jerk your car to a skidding stop. That burns up precious rubber.
Let us check your brakes today. There’s no reason why your car cannot roll to a safe, easy stop, placing no extra wear on your tires. No reason but carelessness.
There is no room for carelessness in a nation at war.
YOUR NAME HERE
It’s me tubes! They just couldn’t hold out. I could have gone another 10,000 miles if the boss had been more careful. He ought to know tubes have to have protection and plenty of fresh air.
He could have spared me this misery by checking the pressure once a week and switching those tires around occasionally. It would have helped, too, if he hadn’t driven as though there were no tomorrow.
Looks like the jacks for me, if I can rim it home.
YOUR NAME HERE
GET A LOAD OF THIS!
America depends for more than 80% of its essential transportation upon its 27 million passenger automobiles and 5 million trucks. These must be kept rolling if our war effort is to go forward.
Synthetic rubber manufacturers are doing everything possible to relieve the critical tire shortage—but it may be a long time before civilians can have new tires.
You can help preserve our precious rubber supply by keeping your tires properly inflated. The life of a tire can be lengthened by keeping the right air pressure in the tube at all times. This relieves tire "drag” and keeps your tire rolling with a minimum of wear. Soft tires expose an unnecessary amount of tire surface to damaging pressure.
Let us inspect your tires regularly once a week. Drive them properly inflated. Drive them twice as long.
YOUR NAME HERE
GEE, AM I TREADBARE!
Poor fellow! It’s no wonder he’s "treadbare” and down to his last mile. The way he’s been kicked around. On the go, night and day, without fresh air or a decent rest.
Don’t run your tires ragged. They may be the only ones you’ll get for a long time, and they won’t last long without proper attention.
Bring your car in every week and let us check your tires for correct air pressure. At the same time we will switch your tires around to distribute normal wear.
Drive slowly. Drive carefully. And above all—drive only when necessary. Give your tires a rest!
YOUR NAME HERE
Yes, the whole town’s walking. The American people literally have their feet on the ground about this war. They know how important it is to take care of tires. That’s why they’re leaving their cars at home and “hoofing” it.
They’ll need shoes that are sturdy as well as stylish, comfortable as well as correct.
And that’s why the whole town’s talking about--------------------’s shoes—the shoes
with the flexible sole and custom-built arch; the shoes with the duration last, specially designed for taking care of those unrationed miles.
YOUR NAME HERE
FILL 'ER UP!
In “the good old days” you pulled into a gas station, sang out “Fill ’er up”, and roared out with a tank brimming full.
No more, brother! The Jap has seen to that! When he grabbed 90% of the world’s rubber— he grabbed your right to burn up the road—and your tires, too!
But you still can get enough gas for essential driving. And suddenly “Fill ’er up” really means something. It means that every time you make a trip in your car you must fill every seat. It means you must share your car with your neighbor. It means you should start a car-sharing club, for shopping days, and make one set of tires do the work of several.
Don’t use your car selfishly. Don’t drive it half filled. Remember —tires go twice as far when you share your car. So—FILL ’ER UP!
YOUR NAME HERE
That’s what father was singing back in 1910.
We don’t know which switch goes to Ipswich, and whether it has to do with railroads or telephones. But we do know that a switch in your automobile tires (front to back and left to right) will add several thousand miles to their length of service.
And we do know that a switch to warm winter clothing has to do with a trip to our store. Our line of winter suits and overcoats is really something to sing about.
YOUR NAME HERE