Hello Errantlinguist, Welcome to the forums. Steel rims are notorius for weak stopping power. First thing is make sure the braking surface is clean and clear from wax, polisg, grease and oils. New pads may make a difference compared to the dried out older ones.
DiaCompe makes a good basic pad that lots of guys here recomend.
http://www.amazon.com/Dia-Compe-Grey.../dp/B001CJZ2S8
Or the KoolStop brand pads are nice too
http://www.amazon.com/Kool-Stop-Bicy...op+continental
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“One morning you wake up, the girl is gone, the bikes are gone, all that's left behind is a pair of old tires and a tube of tubular glue, all squeezed out"
Sugar "Kane" Kowalczyk