Out of Gas?

In the past 2 1/2 years, Southern California has witnessed the growth of a phenomenon as typical as hot dog stands shaped like hot dogs, the self-service filling station. Since thrifty motorists can save 5-c- a gallon by filling their own tanks, the "serve yourself" stations are spreading all over the Pacific Coast, sell 20 million gallons a month. Major oil companies squirm at the inroads they are making in the sales of regular stations owned or leased out by the majors.

Next week it will be the big companies' turn to watch the gasaterias squirm. Under a new California law, the self-service stations may no longer advertise their "5-c- a gallon discount" unless their huge signs include, "in letters of equal size," the total price per gallon and brand name' of their gasoline.

The legislation touched off a chorus of howls. Since most of the stations sell three brands of gas, the changes would clutter up the signs so much that the "5-c- off" come-on would be lost in the welter of neon. Charged Hugh D. Lacy, who heads an association of 96 self-service operators: "Of course, it's the oil lobby's work. We know they did it. We're going to test this law in the courts."

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