The Pittsburgh Press from Pittsburgh, Pennsylvania • Page 18

Profits Baby-Sized In Day-Core Centers They're Going Broke In Romper Rooms By SETH GOLDSCHLAGER and EVERT CLARK 8 The first question a parent asks about a day-care center is: Does it care enough? The first question a businessman asks is: Does it make enough? And in the wide variety of often contradictory answers to those questions lies the explanation why an anticipated national boom in the day-care business has yet to get off the romper-room floor. As the 1970s began, statistics indicated there was gold in them there young 'uns. Four and a half million children under is. Tli Pittiilnii'nli Pit 18 Tuesday, June 27, 1972 'Villi lV -Y- Iivm2 -N'wsweek Feoturt Scrvlc Phot A Mutmecio Preschool Inc. day-cart center in New york City.

the age of 5 had working mothers. But certified day-care centers showed only 650,000 openings. The obvious conclusion of many entrepreneurs make a bundle by setting up day-care chains and franchises. Gees Out Of Business It seemed childishly simple but today most of those ambitious enterprises are out of business. Take Jay Hooker American Child Care Centers, for example.

Hooker was a veteran franchiser of everything from auto-transmission repairs to fried chicken. In 1969, he announced plans to sell 1,000 day-care centers. American Child stopped playing the franchise game this year as it went out of business with exactly one franchise and two company-owned centers to its name. There are some exceptions, of course, to the story of hard times in nursery-land. Mary Moppets Day-Care Schools centered in Scottsdale, has 42 franchised schools in IS states.

And Multimedia Preschool starting with an impressive prototype center on New York's posh Sutton Place, recently sold three soon-to-open franchises. But by and large, most fledging child-care centers either haven't grown up into big business or are making baby-size profits. Why did the promoters fail? George Naddaff, who has so far succeeded with a publicly held chain of 12 centers in Massachusetts, says: "Because they were dreamers, advertising 'no experience necessary' to lure the quick-buck people who thought they could draw in the kids as soon as their signs went up, like the draw of a McDonald's or Colonel Sander's sign. Port Of The Probem "But you're not dealing with a standardized product line. In chicken, a franchise buys the herbs and spices that are the same from store to store, a proven recipe for success.

But in day care, each child is different and each community requires a different type of program for its children." Golf Club Is Teed Off AtMapMakers By WILLIAM ALLAN, Press Features Editor Sewickley Heights Golf Club is miffed. It is not on the map even those enlarged maps of metropolitan Pittsburgh which show the locations of the McKeesport Sportsmans Club, the Central Beagle Club and (you should excuse the term, in Sewickley) Economy Park. Andrew D. Staursky, publicity chairman for the club, isn't against the listing of the other facilities, he's simply trying to get Sewickley Heights on the map. According to him, the club has been in existence since 1961, its 162 acres are as large as most other golf clubs and a national magazine lists Sewickley Heights as one of the most difficult courses in the country.

Staursky reports: "We hosted an exhibition with Arnold Palmer on May 6, thinking, 'Aha, Arnie will us on the But, alas, Arnold flew his jet in by aeronautical charts. Then he didn't break par or do anything particularly outstanding to panic the cartographers into action." Staursky admits that the Sewickley Heights club is in Bell Acres, not Sewickley Heights. Allegheny Country Club is closer to Sewickley Heights, of course. But then Butler's Golf Course is near Elizabeth, the Pittsburgh Field Club is in Fox Chapel, Edgewood Country Club is in Churchill and Churchill Country Club is in Penn Hills. wonder you need a caddy).

"Well, anyway," Staursky continues, "we have 98 women coming from all over Pennsylvania in July to compete for the 192 Women's State Open Championship and all they'll have to go by are those funny little hand-drawn maps we've been using for years." It iust could be a regional problem 96 women "A hamburger stand operator can cut back a little on the meat to make a better profit. But a day-care operator can't water the milk." It all leads William Pierce of the Child Welfare League of America to declare flatly: "Franchising in day-care is deader than a doornail." If Pierce is right, a large question arises: With the mothers of 4.5 million children at work and only 600,000 youngsters In certified centers, how will the remainder be taken care of? Obviously, friends and relatives now double as caretakers. But long-range solutions are needed. A day-care bill now in the works in Washington offers little Ijcal help. Mrs.

Barbara Bowman, co-director of the Erikson Institute for Early Education, sees the handwriting on the blackboard for day-care entrepreneurs: "I call franchise and chain daycare centers 'box baby That is, outfits who see if they can box a baby cheaper than their competitors. There's the danger then of cutting corners in trying to squeeze a margin of profit where there isn't any profit. "I find it hard to believe," she concludes, "that anyone can make any money on day-care." Newiweek Featurt Sarvlc Ironically, part of the problem with the supposedly profit-making centers is that they have trouble charging enough to make a profit while nonprofit subsidized centers can expend more per child and provide better service. The National Council of Jewish Women recently published the most extensive survey of American child-care centers ever undertaken. There are nearly 19,000 such centers, about equally divided between profit and nonprofit, caring for an esimated 600,000 children.

The survey, covering 431 centers, brought evaluations ranging from "excellent" to "day-care nightmares." Only 1 per cent of the proprietary centers were rated "superior" and half were "poor" while the percentages for the nonprofit centers were exactly the reverse. The survey found that the average weekly price of the proprietary centers was $18.50, "less than half what quality care actually costs." In contrast, a survey of 23 nonprofit operations in Washington revealed that care for each child ran $42 a week. Con't Water The Mik Riding an escalator of rising prices needed to maintain high standards, some center operators try to slow down costs by trimming services. But as vice president William Shields of Hasbro Industries, which operates three romper rooms, notes: WASPs Ready For New Sting Th vjins drivers following a Staursky map. Dear Abby lady Of Evening' Faithful To Con By ABIGAIL VAN BUREN Dear Abby: I am writing to you from the State Penitentiary in Huntsville, where I have been locked up for two years.

I have three more years to serve and here is my and makes them eligible for benefits, was introduced by Rep. Patsy T. Mink, D-Hawaii, on May 17. No action has been taken on the bill so far. "We are only asking for active duty credit for active duty time," Miss James explained.

"At our convention in Sweetwater last weekend, we tried to focus national attention on our plight and on the forgotten promises of Congress." Friends Stuck With Stamp Trip CAMBERLEY, England -Housewife Sylvia Prentice always dreamed of visiting America but never could save enough money for the trip. Now, however, she has saved 129,280 Green Shield shopping stamps, and has turned them in for a round-trip flight to New York. "Friends in the States will put me up for three weeks," she reported "Americans are the most generous people I know." Women i Newt strvic iff I I if By MADDY ROSS The WASP's have a new champion. But before you get your religious and ethnic dander aroused, these WASP's happen to be the Women's Airforce Service Pilots. They were the women who ferried fighters, towed targets, flew training and administrative hops during World War II, freeing countless males to fly combat in Europe and Asia.

Altogether, the WASPs flew 60 million hours. A total of 32 lost their lives in the service of their country. One of the 25 original WASPs, Teresa James of Penn Hills, flew to Sweetwater, for the group's 30th anniversary. And she does have her dander up. The WASPS claim that Congress promised to militarize them giving members benefits of military service-but then reneged.

Miss James, now a major in the Air Force Reserves, explained: "The WASP program was experimental and top secret because the 'powers that be' were sure that they couldn't teach women to fly military aircraft. But even when WASP performance equalled the cadets', the government backed down on its promise to militarize us." Three months before I got locked up and sent here I met "I've reached the point where the only way I'll ever draw the attention away from my hips is wear the box." a very lovely young lady. She is 27 and I am 29. She works in the daytime and goes to school three nights a week. She is a "lady of the evening" but ill I li Jl I State of California only sons are responsible (money-wise) for an aged parent who is on welfare, unless the daughter works or has an outside income, regardless of how large her husband's income is? My husband (an only son) pays over $100 a month to the California Public Welfare office while his three married sisters pay nothing, as they are not employed outside the home.

Our attorney advised us that it is unconstitutional to discriminate against the sexes, but Kings County Department of Public Welfare threatened to take us to court if we don't reimburse them $109 per month. UNLUCKY IN CALIF. Your letter (accompanied by valid documentation) was a surprise to me. Does anyone out there have an ace to beat AbV- -Press Photos by Albert M. Herrmann St.

MA.I. TERESA JAMES Original WASP uniform to go to Smithsonian Institution. Trying to correct the wrong, those who did join the Air we had no lobby then," the she said, the Air Force, when it became an independent branch of the military in 1948, were never Slven credit for A new bill which includes told the former WASPs that the years 1942-1944. "service by ny person as they could apply for commis- A 1944 bill for recognition a member of the WASPS" sions dating from 1948. Even was defeated by 27 votes, "but under the term 'active duty that doesn't interfere with her love for me.

She writes to me faithfully and says she loves me and will wait for me. She is loyal and true, Miss Abby, and I think about her all the time. Should I put all my faith and trust in this woman? I believe I really love her. I need your advice and opinion. "278946" If she has stuck by you, writes faithfully and promises to wait for you, I'd say your faith in her is well justified.

Good luck. Rough On Sens I read with interest the letter signed "Troubled Daughter" in which two brothers refused to share with three sisters the responsibility of caring for their elderly mother. Did you know that in the 8 a tt Hi'' 1s that king? Cording First To Give Way Cording used in seams of slipcovers and upholstery usually is the first place to show wear. If the fabric chosen is not especially durable, longer use of the covering may be obtaind by omitting the cording. Plain seams give a neat and attractive 21 1 i n1 ..11 SviNiWS SINGER Ltirning Centers cr- jja.

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