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A simulated price war between two competing gas stations provided the context to assess the effects on de‐escalation of the subject's financial shortage, the competitor's financial shortage, and a message from the competitor conveying a non‐exploitative intent. Subject shortages encouraged gasoline price increases (de‐escalation) and competitor shortages encouraged price decreases (escalation). Subjects who were suffering a financial shortage rated their competitor as less likely to cooperate and more likely to exploit them than those who were not. Results were discussed in terms of a simplification of Pruitt and Kimmel's (1977) goal‐expectation hypothesis. One possible explanation for our results is that subjects make a comparison of relative strength before choosing either to de‐escalate or escalate.

The purpose of this paper is to discuss the history and contents of an archival resource that is of interest to scholars of historical marketing. The Pirate Group Inc. archive, held by McMaster University Library’s William Ready Division of Archives and Research Collections consists of over 27,000 sound recordings and 84 metres of textual records, documenting the work of Pirate, an award-winning Toronto-based advertising company founded in 1990. The comprehensiveness of the archives, which includes tens of thousands of advertising “spots”, gives researchers unprecedented access to the creative forces behind some of the most memorable advertisements produced in Canada.

This paper aims to answer the following questions: what is the Pirate Group Inc. and what is their documentary legacy? How can scholars of marketing history benefit from the records contained within the Pirate Group Inc. archive? How can researchers access the material at McMaster University Library’s William Ready Division of Archives and Research Collections?

The authors assert that the Pirate Group Inc. archive may be of particular interest to scholars engaged in research on the following topics: Canadian nationalism in marketing campaigns, the advertising history of companies whose histories are under-studied due to a lack of archival resources and the recent history of radio and television political ad campaigns.

The paper contributes to historical research in marketing by asserting that the Pirate Group Inc. archive has continuing value for further research. The Pirate archive, which allows for unprecedented access into the study of Canadian advertising due to its comprehensiveness and its uniqueness among archival collections from the contemporary era, makes it a strong primary source for marketing historians.

Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Tenn. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.

Attention was called in the March number of this Journal to the promotion of a Bill for the reconstitution of the Local Government Board, and the opinion was expressed that the renovated Department should contain among its staff “experts of the first rank in all the branches of science from which the knowledge essential for efficient administration can be drawn.”

The first Report of the Radiobiological Laboratory of the Agricultural Research Council (reviewed in the August issue of the B.F.J.) reveals something of the comprehensive monitoring system for radioactive fission products in the human diet, animal products, pasturage and crops, and the soil. The Report contained the results of a survey of Strontium 90 in the human diet in this country. The survey is continuing into radioactive pollution of food. The service will be available for “accidents” at the gradually increasing number of atomic plants and doubtless it will be extended to cover imported foods, that is at the port of entry, since these may come from countries with higher levels from fall‐outs than in the U.K. Such a service is a public health necessity in any country even though present levels are generally insignificant in relation to the Medical Research Council's recommendations for maximum allowable concentrations. These levels, at which the M.R.C. say action would be required, were doubtless fixed with wide safety margins before definite danger levels would be approached and as maximum allowable concentrations are unlikely to be reached in the peace‐time uses of nuclear energy, including present rates of testing nuclear weapons, except in areas adjacent to possible “accidents” at nuclear plants, perhaps our fears of danger to health from radiation are exaggerated. Possible war‐time levels are another matter; these are unpredictable; unthinkable. There are fairly large areas in different parts of the world, extremely rich in radio‐active materials; where the indigenous population has, as long as it has been settled there, received many times the dose to which the population of the remainder of the earth have so far been exposed. These people in a few areas have been studied; they appear to suffer no ill effects and are as healthy and fertile as those who do not live on radio‐active earth.

Current issues of Publishers' Weekly are reporting serious shortages of paper, binders board, cloth, and other essential book manufacturing materials. Let us assure you these shortages are very real and quite severe.

For most of us in the industry, and certainly the members of CEMA, 1992 could have been much better. To look back over the black spots would serve only to remind us that we are not yet out of the woods. Despite the continuing recession with its attendant gloom and despondency, the Association has had some high points during the past year.

Natural selection—survival of the fittest—is as old as life itself. Applied genetics which is purposeful in contrast to natural selection also has a long history, particularly in agriculture; it has received impetus from the more exacting demands of the food industry for animal breeds with higher lean : fat and meat : bone ratios, for crops resistant to the teeming world of parasites. Capturing the exquisite scent, the colours and form beautiful of a rose is in effect applied genetics and it has even been applied to man. For example, Frederick the Great, Emperor of Prussia, to maintain a supply of very tall men for his guards—his Prussian Guards averaged seven feet in height—ordered them to marry very tall women to produce offspring carrying the genes of great height. In recent times, however, research and experiment in genetic control, more in the nature of active interference with genetic composition, has developed sufficiently to begin yielding results. It is self‐evident that in the field of micro‐organisms, active interference or manipulations will produce greater knowledge and understanding of the gene actions than in any other field or by any other techniques. The phenomenon of “transferred drug resistance”, the multi‐factorial resistance, of a chemical nature, transferred from one species of micro‐organisms to another, from animal to human pathogens, its role in mainly intestinal pathology and the serious hazards which have arisen from it; all this has led to an intensive study of plasmids and their mode of transmission. The work of the Agricultural Research Council's biologists (reported elsewhere in this issue) in relation to nitrogen‐fixing genes and transfer from one organism able to fix nitrogen to another not previously having this ability, illustrates the extreme importance of this new field. Disease susceptibility, the inhibition of invasiveness which can be acquired by relatively “silent” micro‐organisms, a better understanding of virulence and the possible “disarming” of organisms, particularly those of particular virulence to vulnerable groups. Perhaps this is looking for too much too soon, but Escherichia coli would seem to offer more scope for genetic experiments than most; it has serotypes of much variability and viability; and its life and labours in the human intestine have assumed considerable importance in recent years. The virulence of a few of its serotypes constitute an important field in food epidemiology. Their capacity to transfer plasmids—anent transfer of drug resistance— to strains of other organisms resident in the intestines, emphasizes the need for close study, with safeguards.