Personnel

Last week the following were news:

Lids Toro, president of Porto American Tobacco Co. since it was founded in 1899, resigned, also resigned as chairman of the company's two big subsidiaries, Congress Cigar Co. Inc. and Waitt & Bond, Inc. President James M. Porter of Congress was made president of Porto Rican, President William E. Waterman of Waitt & Bond was made chairman of Porto Rican--a new office. Porto Rican makes Ricoro, La Restina, Portina, El Toro and other cigars, also El Toro Cigarets which are mostly sold in Porto Rico. Congress makes La Palina Cigars; Waitt & Bond makes Blackstones.

Earnest Elmo Calkins, 63, famed advertising expert, retired as president of Calkins & Holden, Inc. ''because I have become so deaf that I cannot properly perform the duties of an advertising agent, the most important of which is contact with clients." Mr. Calkins won the Edward Bok gold medal in 1925 for distinguished personal service in advertising "in recognition of his pioneering efforts in raising the standards both of the planning and execution of advertising." His book, Consumer Engineering: A New Technique for Property, will be published this autumn and in future he will devote more time to writing. "Advertising has by no means seen its zenith or done its best work,'' he said last week. "It will be more scientific in the future. . . . All wealth comes from dollars in motion. The only known way to set dollars in motion is by advertising. . . . These are the same people who were enthusiastic customers two years ago. They still must live. We got them to buy with advertising when money was plentiful. Do we expect them to buy without advertising when money is scarce?"

Colonel Fred Glover, president of Timken-Detroit Axle Co., will be president of Timken Silent Automatic Co., to be formed by a merger of the former company with Silent Automatic Corp., big maker of oilburners, whose president, Walter F. Tant, will have a large financial interest in the new company, help in sales policies. Timken-Detroit Co. was a subsidiary of Timken-Detroit Axle Co. which has no corporate relationship to the roller bearing company.

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