n ^TATf
THIS ISSUE:— MECHANICAL NUMBER
DITOR& PUBLISHER
TAe Oldest fic£lis/ievs and Advertisers JourriAl in Ah
1700 '
42
Ti^/IEs Ne-w
* Stf^ejet AT^rrj Bpioaid'wt-a:^
3
"VoEiic.
C iRinal second class entry Journalist March 24. 1884; Newspaperdom, March. 1892; The Editor & Publisher. December 7. 1901; The Editor & Publisher and Journalist Octob, Advertising. February 7. 192S; Revised entry. Editor & Publisher. May 11. 1916. at the Post Office at New York. N. Y.. under the act of March 3, 187').
Vol. 58. No. 23
NEW YORK, OCTOBER 31, 1925
By Mail in Advance $4. U. S. A. $4.S(. Canada; $5. Foreign
lOc Per Copy
How Advertisers of Food Products and Grocery Store Sundries Establish and Increase Business in Chicago
^low are listed advertisers of products sold through grocery stores who advertised in The Chicago Daily News in the 6rst nine months of 1925. The list is an lupinng one for manufacturers and distributors of similar products who desire to enter the Chicago market or increase their present sales in Chicago. Only the fact that this advertising is profitable explains the large amount of space used by these advertisers in The Daily News.
Advertisers of Products Sold Through Grocery Stores, and Their Lineage in The Chicago Daily News for the First Nine Months of 1925
Agate Lines
Adolph Market Company . 5.348
American Cranberry Exchange . 825
American Sugar Refining Company . 786
Anchor Mills. Incorporated . 420
Anheuser Busch, Incorporated . 8,070
Associated Shippers of Florida Grapefruit . 897
Association of American Importers of Spanish Green
Olives . 4,248
Aunt Mar3r’8 Pie Crust Company . 1,640
Beech Nut Packing Company . 4,420
Bowman Dairy Company . 1,510
Brillo Manufacturing Company . 426
California Fruit Growers’ Exchange . 1,640
California Pear Growers’ Association . 1,110
California Prune & Apricot Growers, Incorporated . 10,050
Calumet Baking Powder Company . 11,178
Case & Martin Company . 5,093
Chase & Sanborn . 4,393
Cheek-Neal Coffee Company . 14,044
Chicago Wholesale Fish and Oyster Dealers’ Asso¬ ciation . 2,240
Chocolate-Menier . 959
C-It Products Company . 4,144
Clicquot Club Company . 17,490
Consumers’ Sanitary Coffee and Butter Stores . 23,466
Com Products Refming Company . 9,953
Cream of Wheat Company . 2,019
Crescent Manufacturing Company . 9,012
Cudahy Packing Company . 4,840
Dorf, B. B., and Company . 854
Douglas Pectin Company . 4,858
Drackett Chemical Company, The . 2,361
Dimcan’s, John, Sons . 1,584
Fishback Company . 854
Fitzpatrick Brothers, Incorporated . 8,048
Florida Citrus Exchange Company... « . 2,712
Foulds Milling Company . 925
French, R. T., Company . 2,013
Fuji Trading Company . 619
General Market House Company . 7,284
Great Atlantic & Pacific Tea Company, The . 55,107
Grein & Pahls . 354
Growers of India Tea . 13,796
Gulden, Charles, Incorporated . 5,654
Harding, John P . 360
Heinz, H. J., Company . 8,061
H. & H. Cleaner Company . 771
Horlick’s Malted Milk Company . 3,548
Inglehart Bros . 280
Jelke, John F., Company . 2,114
Joint Coffee Trade Publishing Committee . 1,260
Jones Dairy Farm . 95
Kasper, A. J., Company . 3,965
, Agate Lines
Kellogg Toasted Com Flake Company . 17,979
Kirk, Jas. S., & Company . 7,305
Kleer Chemical Corporation . 720
Klein, J. W., Company . 1,063
Kraft Cheese Company . 3,520
Laboratory Products Company, The . 4,460
Lever Brothers Company . 27,343
Lipton, Thos. J., Incorporated . . . . 3,478
Livingston Baking Company . 30,741
Loose-Wiles Biscuit Company . 26,662
Maltop, Incorporated . . . .- . 4,793
Mapl-Flake Mills, Incorporated . 3,104
Meilinger, Jos. T., & Sons . 572
Mickelberry’s Food Products Company . 6,443
Milani Company, The . 4,646
Mix, Ira J., Dairy Company . 750
National Egg Producers . 2,186
National Tea Company . 46,041
Oppenhei.Tier Casing Company . 394
Orange Crush Company . 4,680
Pacific Packers’ Association . 1,533
Penick & Ford Sales Company, Inc . 1,798
Pet Milk Sales Corporation . 8,207
Phenix Cheese Corporation . 6,758
Piggly Wiggly Stores, Incorporated . 50,404
Postum Cereal Company . 28,561
Procter & Gamble . 29,244
Puhl, John, Products Company . 5,117
Puritan Malt Extract Company . 3,246
Quaker Oats Company . 2,604
Ralston Purina Company . 4,387
Remington Bread Shop . 461
Royal Blue Stores . 1,634
Salada Tea Company . 9,086
Sawyer Biscuit Company . 10,622
Schoenhofen Company, The . 1,282
Snider, T. A., Preserve Company . 8,903
Steele- Wedeles Company . 4,512
Sulzer, Carl, & Company . 2,750
Sim Maid Raisin Growers’ Association . 9,642
Swift & Company . 1,097
Tao Tea Company . 12,899
Underwood, Wm., Company . 638
Wallace Bread . 7,612
Ward Baking Company . 2,440
Washburn-Crosby Company . 1,825
Weiland Dairy Company . 5,748
White Rock Mineral Spring Company . 601
Wright, A. E., Company . 552
Za-Rex Food Products, Incorporated . 905
Total . 699,146
Through it* “home” circulation of 400,000 (average daily) -approximately 1,200,000 reiders -concentrat^ 94% in Chicago and its suburbs. The Daily News offers to advertisers of food products and grocery store sundries economical and effective access to the Chicago market.
THE CHICAGO DAILY NEWS
First in Chicago
Mote— This is the Urgest volume at food and grocerr store sundries advertising carried by any Chicago daily newspaper in this period.
Editor & Publisher for October 31, 1925
To Be Released November 23
cAs the U^xt Qreat feature in (American J^wspaper fiction
“SPINSTERHOOD”
Virginia
(Copyright. 1925. by XEA Service. Inc All Rights Reserved. »
VIRGINIA swain
A Story of a girl who chooses be¬ tween LOVE and GLORY.
A love story, of course.
And it’s the love story of a news¬ paper woman, written BY a news¬ paper woman, who loves the craft, and the people in it.
“Spinsterhood” is the next release in the tremendous fiction program being developed by NEA Service, Inc.
Every story written for FIRST publication in daily news¬ papers, superbly illustrated by photographs of living models.
NEA SERVICE, Inc*,
1200 West Third Street Cleveland, Ohio
^he ‘World^s Qreatest V^wspaper feature
Editor & Publisher for October 31, 1925
How to call up Baltimore—
Q Let’s say you’ve made that mouse-trap of which Elbert Hub¬ bard wrote — the finest mouse-trap in the world. W ould you wait for the world to make a path to your door?
Q Not today, you wouldn’t. You’d put a nice big ad in the papers and say that though this mouse-trap was being made back home in the woods, it was being handleci by all the leading mouse-trap dealers in the country.
^ Then you’d ask the dealer to get in touch with your pros¬ pects — if possible, to call them up on the phone.
^ In Baltimore that would mean calling 111,249 telephones — which would be pretty expensive — and take time.
^ That’s why you will use the Sunpapers. Not only are they more economical. They are infinitely more effective. They cover more territory. They reach more homes — delivered by almost twice as many exclusive Sun carriers as there are regular letter carriers in Baltimore.
^ Just figure it out for yourself — for every 100 telephones in Baltimore, 215 copies of the Sunpapers are sold every day.
Average Net Paid Circulation for. 6 Months Ending Sept. 30, 1925
Daily (M. & E.) . 239,198
Sunday .... 183,814
JOHN B. WOODWARD 110 E. 42d Street. New York
GUY S. OSBORN 360 N. Michigan Ave., Chicago
Baltimoreans Don't Say Newspaper;'* They Say ''SUNpaper"
Everything in Baltimore Revolves Around
MORNING EVENING SUNDAY
2
Editor & Publisher for October 31, 1925
79TH YEAB. NO. 107
CHAPMANmlS ~i KILL KAN 4ND WIFE! d WHO BETRAYED HIN M
!>yiAC Fsrmf^. Who Hartond NotortOM Batdit. TWm Ixpot- f cd Hia. Accmcs 'Dirtcb' As-! J >• derMa and CaapaaM ofj Harder at Uvacic, ladtaaa
“ Ck OEfeoiiufi
r oacM^tw ai4.»aa cona. nanj.. P H n»A 0E L P H I A. SATUKDAt. AUGUST 15. 1925
NIGHT EXTRA
HI SBAND FOROETS i "s ooirswtB na STLDEHTS, ^ nun 1 »**{» woMAN AND BOY 4.
WNNER.^FE«)ES*^r^’=^ SLAIN IN CA-HDEN
. 0** A T. TlMBiwen. Tws Bona SOtaorihtioo Atnti ao Mow Micte imoo tv • vovo’nwta i-ommo. vtvo**. ota. v i*i_ . _ .
Mat (« A T. -n— paoo. »«» »a>a»»i~ An«t. - ~r* tTT Tl*. S"" ''TTrL ■^••■H.rB..,..dTn...S-.-..
uhaa Wfeilo Hattaod Staepi at u caaovt aaai ***fc ■ifn v ityi ]. 'CallapMt' Atlita, Saaal Oaar taw* it *n • ava laa uanaara a. . "■■■ama tatataav aaOaa Mai U f— ’ Bia al Haaa %, OBLT ilO I» HIB rOBBl Mat^'j^ Win* SUB IT MAID, *0 CLOl 10 ILAm
i Si'al: S' -alaX r ' Nat. S»ia Wkkli Haa Uanaal ■* aa"^ -aj^taa.,' -#/ T g .*.SS."MtliJS:'a?M'VS"SjS
,.;s-r:Tssi.'jr''aS.r.i i .•;?•, •.'•‘'“■-'-"'-''•’.-srj.ii-.r.ri.aTa'rrsi Ta.u.«D«ia.ta«r.ao.A ..a../-. ■ — •‘lAa*/- / 'JrAr ■■■“
M-TTni IN TOE. vtoA r« saAd,.. ~ la?**# MM Jr../.
u'H='-3£r:i; .'i’millan to fly : .
OVER INKNOWN SEA tu-^^fraaF-Mr''* ^ ..aM..M .
‘ Vast UoatptereJ Ar«a ol P«l*r, W !ff w* •«-. kUt kM
- rr-ai..-7r5 \ ■ '"•«*! I M “ M Jr^ V
wt^^UsmOimnsik
' mm SUtCHLIin S4VEI j I WHEN FHtE HSTMYS TRICK J
D CBOSS GIVES 110,000 TO AID STORM VICTIMS
E»i»5lllSIJH»1TI12B
m.YS0N IIIEFUTSM
PHILA. GIRL HLRT iSlMHONS’ DOl'BLE I IN SHORE CRASH! STARTS A’S RALLY, va^Iz^u^w ...a,.
I - 1 . Im ibt »••* MM«in
Mntor Cotlidn With H»y Wtcea Al Hittiof Stiely is 22d StraicH SMMit
o^a! ' *7 £*%“'
. . . Un "Soirt
TIE WORLD'S NEWS IN UiEF
Dominate Philadelphia
Create maximum impression at one cost by concentrating in the newspaper “nearly everybody” reads —
^ d^D(niltD Wletiu
r‘In >
Philailelphia
■adjrnvyMyniAi
LTheBuUeGn'i
PHILADELPHIA'S NEWSPAPER
520,072 rt;
Net paid average circulation for six months ending September 30, 1925
The circulation of The Philadelphia Bulletin is the largest in Philadelphia and is one of the largest in the United StateSa
(CapTrlfiit UZS— BuQatki Campany)
Vol. 58
EDITORS PUBLISHER
Issued every Saturday, forms closing ten P. M. Thursday preceding Publication by The Editor & Publisher Co., J. W. Brown, Publisher; Marlen E. Pew, Editor;
Suite 1700 Times Building, 42nd St. at Broadway, New York. Telephone, Bryant 3052-3053-3054-3055-3056. Charter Member Audit Bureau of Circulations.
NEW YORK, OCTOBER 31, 1925
No. 23
How Editorial Laxity Nibbles Profits
Newspapers Can Save Many Thousands a Year by Proper Preparation of Copy for Printers-
Present Bad Practices and the Remedy
By EDWARD H. EDWARDS
(.Copyright 1925, by Editok & Publishes Co.)
I— STEPPING STONES
PROM time immemorial omissions, mis- ^ statements, exaggerations and trans¬ gressions against grammatical sense and typographical decency have been common in the daily press.
The limited time in which the news of the day must be gathered and the stories thereof written, the rapidity with which the articles pass through the hands of the copyreaders to the composing room and the cutting of the articles into “takes” for the compositors account for many annoying discrepancies.
When an error of a serious nature oc¬ curs, calling for an apology or retraction, the most convenient excuse, of course, is “owing to a typographical error." It would not be tactful to state that _ the writer’s unreadable chirography was" re¬ sponsible for the incorrect statement or regrettable error.
Bad handwriting is the bane of the newspaper compositor, always has been and will continue to be unless a remedial solution of the problem is applied.
One of the most difficult hands with which a printer ever had to contend was that of George D. Prentice of the Louis¬ ville (Ky.) Journal. It is said of him that he could not read his own manuscript unless he began at a sentence where he knew what he had intended to say.
Many of the best editorial and special witers of the present day give very poor imitations of penmanship, but most of them have come to the conclusion that it pays to have their articles typed rather than to take chances with the intelligent compositor.
This, of course, makes for greater legi¬ bility, but does not necessarily mean that the copy is perfect.
An instance is recalled of a linotype operator on a great newspaper which Jpecialized in financial news, who, in cor¬ recting a typographical error in a revise proof of a Reserve Bank statement, dis¬ covered a difference in the figures umounting to thousands of dollars. The operator took the proof to his foreman. He had some difficulty in making him understand the discrepancy, but after grasping the ridiculousness of the figures, the foreman grabbed the proof, compared tt with the copy and rushed off with loud ucclaim to the editor to have corrected die serious discrepancy he had found. Just an instance of a compositor doing bis duty.
Another instance of a similar nature *as the case of a compositor who noticed a statement in an editorial that was not borne out by facts and would have placed the paper in the position of commenting on a subject upon which the writer was not post^. The compositor called the matter to the attention of one of the edi¬ tors, who, apparently not considering it within his jurisdiction, did nothing about
INTRODUCTION
The reader of these pages should not jump to the conclusion that the writer is trying to prove a vague theory. Un the contrary, the theme is a simple one and the suggested solution the result of many years’ experi¬ ence in the composing room. The aim is to deal with defects wherever found and suggest a means of placing the whole organisation on a high plane 'of efficiency and keeping it there.
A superficial reading might give the impression of a brief for the composing room; but, while the author acknowledges his apparent leaning toward that department, a study of the problem as a whole will show the possibility of betterment of the entire personnel and product, which ultimately will reflect itself in the improved typographical standard of the newspaper and tn augmented dividends to the stockholders.
Anticipating that some of the statements made in the following pages might be considered exaggerations, if not downright fiction, the writer pre¬ sents actual specimens of work from various newspapers to illustrate points under consideration.
It is well for a man to respect his own vocation, whatever it is, and to think himself bound to uphold it and claim for it the respect it deserves. — Charles Dickens.
it. The compositor, not satisfied, carried form with the facts and the paper was
the matter to a higher authority. The saved from possible ridicule,
incorrect statement was changed to con- To obtain the best results, every em-
m um mmg •ipui
'‘AKT
awvu
Exhibit D — After the desk had produced this translation of a Paris cable, the composing room had its innings. Only two errors were scored against the
printers.
J
ploye of a newspaper should be encour¬ aged to be on the alert for errors of every description. No error, however trivial, should be allowed to pass without an effort to correct it.
II— DANGER SIGNALS
CINCE the advent of the linotype ma- ^ chine in the newspaper composing room, constant complaint has been made of lack of sufficient production, of the slipshod product of the linotype operator and of the uncorrected matter in early editions.
Much of this criticism is reasonable. The problem is to place the blame and apply the remedy.
The employer who gives an equitable compensation is entitled to a fair return, that is, the best an operator can deliver, in amount and quality. His product should be as nearly perfect as possible within the time and at the speed required of him. In short, he should do his full duty to his employer and himself.
In order that he may do this, the gen¬ eral working conditions must be sanitary, lights good and properly shaded, chairs comfortable and copy good.
It will no doubt be conceded by the average employer ' that these conditions are reasonable and necessary.
While the general conditions in an office are very important to the employer as well as to the employe (and a wise mana¬ ger will see to it that they are as near perfect as possible), the purpose of this treatise is not to deal with the physical working conditions, but to direct attention mainly to what many employers and managing editors may consider an ab¬ struse question, but what, if patiently considered, will be found to be a serious condition that exists in almost every newspaper plant, and is at once the chief factor in the lack of production and the main cause of “dirty” early editions.
The output of the linotype operator can be materially increased and the mat¬ ter set in a vastly more presentable shape if this one bad condition is remedied.
The management almost invariably places the blame, for errors on the com¬ posing room. Granted that the charge is only too often correct, the trouble is seldom traced to its source. In almost any other business the defect would be sought, found and the remedy applied.
The assertion is here made that the composing room is not responsible for a great proportion of the aggravating er¬ rors that creep into print.
In considering the duties of the lino¬ type operator there are several things that should he borne in mind, to wit :
He is always under more or less ten¬ sion ;
He gets a “take” from the copy desk and is expected to follow the copy;
He more than likely has only a part
Carefully punctuate matter as it is ex¬ pected to appear in print.
Comply with the rules set forth in the office style book.
The observance of these suggestions, with the text generally in a clear, read¬ able hand, will be a long step toward stimulating production and efficiency.
A writer who makes a good article out of an assignment, however trivial, is en¬ couraged by receiving the commendation of his superior, and, on the other hand, should accept in good part constructive criticism.
This same principle should apply in the composing room, proofroom or any de¬ partment of the organization. Thus deserved criticism may be turned to good account by the recipient.
The following note received in the com¬ posing room of a newspaper shows the appreciation by a ‘‘higher up” of the ef¬ forts of a make-up to carry out the wishes of his superior :
‘‘The paper looked fine this morning. Thank you, it was absolutely O. K. in every particular. Thank you again.”
This meed of commendation served not only as a word of thanks but acted as a stimulant to further endeavor, and placed the sender and the recipient on a good working footing.
of the article, and cannot know what pre¬ cedes or follows his “take”;
He must set what he has before him.
When the proof returns he may find that, while he followed copy, a name has been misspelled, that John “Smith” should have been John “Smythe” ; that his capitaliza¬ tion was not what the sense of the whole article plainly indicated ; or that by fol¬ lowing the writer’s punctuation or chang¬ ing it to what, to the operator, seemed correct, he has given a sense not in¬ tended ;
He has no means of interpreting the writer’s meaning other than the meagre part of the manuscript before him, in which names are misspelled or so indis¬ tinctly written that they must be guessed at. (See Exhibits A and B).
Here we have a proof sheet in which the operator followed copy in the spelling of the name of Dr. Bridgman, in v;hich an “e” appeared. The same error oc¬ curred in the headline, making six lines which first had to be reset and then handled by the correction bank man.
When this proof reached the proofroom to be read, the proofreader’s knowledge or instinct told him the name was not correct. He no doubt took time to in¬ vestigate, and then corrected the spelling.
It may have consumed five minutes to be sure of the proper spelling of the name. When the proof reached the lino¬ type operator for correction it required at least one minute of his time to do his part of the work. Then, the man who places the lines in the ga!ley must have consumed four minutes in carefully read¬ ing and placing the six lines in position, them, just as much as the compositor men) ; perhaps Result : About ten minutes’ time of one should know how to do his part of the takes it to the ' man was taken up in rectifying an error work, or give way to some one who does in an effort to j that should not have occurred in the copy, know his business. ously he is not i
The writer or the copyreader should With the possible exception of punctua- time. The fault have seen to it that the name was prop- tion, there is a right and a wrong way composing room, erly spelled in the copy. It should be to use every word or phrase, and the The use of th
S)(3iibit B
. VDBCWTKR. Mao.. ItOH It. - UT piofftA wahisl xhm mMui cf a mlaoclir ' cpf.IlM Board ei TniaCofa ta eauilac tha of-tht IUt. I>r. Howard A. Bridtfaaa. for thirty year* hcadmaatar. ' thr HiClr* Faculty cf I^wraiiea Acadamy tor Beys, at On toa. has rsrlgixd. y OpposHlon to th* comtnuaAaa of Or. HrMcman was led hy Albort Ptilalmry of Boston, Prrsbtmt of tfis tntatecs. who had a foltowlns of six niembsra. S«Tcn tiustsca arrs k*ysl to Dr. Brldt* maa ; but the mtarrUy at a senri a»«< «lun MM sr^rml atoiMhs aC'>. Is mM to have askod for hU n.-slcnf*tlon. This did not becoatc knea'n ualit a fi-sf days ngo. ah<n a laotrst mr^.ttng «aa Mid by tha majority mcniWra of Uia board and an Bttrmpl was mado to rotcind tM re* at : but. as the r«algnatlcn ha4 l>oan t<ndrrc<1. tM mm-c
AHMHHt ihrsr cf tM Facully who haw' ii'slanfd an* Haiold aon of th«*
forodfrtf th' rtKlatlsn T;nd<*avor ino.>- mvnt : < handl. r T i* m s. I. rM Moor**. .I<hn t:ow nnd Miss Harru-t Claik.
1$ tras l«wrtHd tedar tbs* Br4dad man was rhnrynl with not hnndlln# tM' •Khool funds iutl»faftoH1> «nd al^ Mina •■tsniprranw'ntsny unfit for tM poslthm.” Roi.'nt bullUnx improvt- uH>nts at thr school root a»a».om». Mon»*) HII.S |'>riow>d fii-.m ih( 4ndowmrnt fund Thlil> th< ussnd d* liars has M^-n rciiold Th'* trui«tc»u« a«« rt a Mfhdl has J** m*ord« d in tM • '.ictatlcu of IM school. ^ Alumni have m*ilf1‘d tM tnist'ws tlmt unh-as tM y ora odvUad of roncrats n-a-
^ ' WOnrwrrBR. Maa*.. June H.^In s^s^jpruCeaLdMFalnrt tM action of a
As fiord ol Truatecs in caonlng tMt< ' rai^^iHfin pt the Bav l>r. Howard A. -- RriSlBi*. thirty years headmAS' UT, tho entire facuKy of I^awrehoe Acgdamy frr Do>a, at Croton. liAd re- sIciMd.
^ Onfoattlon to the eonttnaance of Dr. ^ Bildt^nan woo le<l by Albert' liMbnry of DooCon. ri»*lilent of IM trurteea.
Ebo harl a fo’lowInK of six memlsn •van teuete« r we»r loyri to l>r !/ n>an«buc the mln..r!;y. nt a iw-erK aes- shMlJteld aevemi luontM na«». la soM to I havft nskel for Ids slanotlon. Thl* l^dW net Mfosne kuoan until a few ilnys Oafo, when a pUast mef-tlng ua< h«‘ld b> the mniority nBmbeia i.f th- btnrd and on r.ttotnr*. wns pwd.- .o mu ln<t the re- *1 nuesU biU. as IM roatznntlon had Men j\ i<nil«^ed. tho mwe UV. •!. ^ ^
I Amons thooe of ihe/aeuffy i^ho l.fc\’e rertxned on llor hi riO'k. .son of the founder of tM < hrtatlan Kn^tvor movement. Chundler T. Jimi-a. T>alle Moore, Jolm How and Alloa Harriet riork. /
U was hamed tO'lay tli.-t l»r. llrhlsf/ man Was ehtrgeil nith not haii.lllr* thA funds sjH.tr«rt'.'ill> md with ' Min* '•t»'mpeTanH-ntaHy unfit fj»r the M’ltloA. ” Keeert b:i!l Unr !ms*rf»\e- nuwts at the sr-M .d <•* -t -Money
I Wi»a boiTowr«! from the Bn«lowinent
I /und. T*dii> ihuusnnd d'>Ilar.fc has
/ ^»l»;iid- The t»u*t»-** ;«*aert o deficit
I hos b»»di rccoHk-l In the pt>aratloo <»f
f IM aihool.
AlitmnI have mrtifh >1 tM- iniMee* that unheo’ tMy arc ndvimi of «-of»erTt«> rra* M«ne for theli i>c*tion hef.»re July |.» they nht «(t The K. <\ Mkhel. {>aat<v:*
itt Kt. M.drVe t'athol.r fhutrh In Ion, hr.o « l,▼uhl^e^1 n jHtli'on^hoi has bci-n sUrUrd by t. !«.■<> P<r* »n*. the
vJ trustees fn rernnshh-r.
Dr. Ilrbltignton. wbo U nlrtely knoo'n as the editt/r of Tho I'ongresuiionallst, . , Mj** It will come out oil rixhl."
'mown
■naiUt,
Exhibits A and B — Ten minutes extra time in the composing room were needed to correct errors which should not have passed the copy-readers.
Exhibit C — This is the head for the copy illustrated on page 3. The operator followed its windings without a mistake.
NeUWMLil. lie., JW.Y T, N».. 4ILY.T,'^ 4i2*N8 Of I
Exhibits I and J — The form was held 10 minutes to make this head con¬ form to the paper's typographical requirements.
Exhibit K — ^The operator had to turn this page to seven positions to set the corrections as marked.
Editor & Publisher for October 31, 1925
BASEBALL-MAD TOKIO GETS ITS FIRST O’' JAPAN’S PRESS TO SEEK
AMERICAN-STYLE SPORTS EXTRA _ LOWER CABLE RATES
HIT AT “PLAYER-WRITING*
Newsboys, Used to Handbill *‘Gogais” of Native Press, Protest 4-Page Weight of Japan Advertiser, But Hot Noodles Strengthen Their Arms
Visit of Roy
Baseball Writers Oppose Major League Interest in Stars “Loaning Their Names" Nauen 1
Members of the Baseball Writers As- sociation meeting in Chicago this week went on record as opposed to major ~
league stars lending their names to ar- To show the pronunciation of the Am- tides on the World Series, erican players’ names, however, and for "" __ ^ ^ II " "I
the benefit of readers who would not un- of the National League Ban Johnson' - - - -
dpstand American box-scores, the line-up president of the American League, and given Japanese editors and readers, and
and box-scores were printed in the extras Kenesaw M. Landis, Commissioner of . “ '
m Japanese. The front-page of the regu-Baseball, to prohibit the practice.
By John R. Morris
Tokio, October 1. — The hope of io- They urged John A. Heydler, president creased cable news service from tht ~ * • United States to the tar East has beta
_■ J - ■■ ■ ' _i
tlie American exiles in these oriental countries, by Roy W. Howard, who is now making a trip through Japan, China and the Philippine Islands.
The chairman of the board of direc¬ tors of the Scripps-Howard newspapers came to the P'ar East with Mrs. Howard primarily on a pleasure assignment, but Mr. Howard has been unable to restrict his activities here to the personal investi¬ gation of conditions in the Far East which he had expected to combine with his pleasure jaunt. The distressing lack of an adequate foreign news service for distribution in Japan, with particular regard to news from the Unit^ States, has led him into a series of conferences with publishers here which may be ex¬ pected to bear fruit in the near future For several years past the United Press has been distributing through Nippon Dempo an abbreviated news service which provided Japan with practically the only sport news received here from America through an American agency. The Japan Advertiser’s correspondents, who supply the only other cable news service received from the United States through American channels, confine them¬ selves largely to interpretations of the outstanding news of the day.
The volume of news received throu^ the United Press has been restricted in the past partly by apathy and limited interest in American news on the part of a good many journals here, but prin¬ cipally by reason of the high cost of transmitting news by either cable or radio across the Pacific. Under these circumstances, the United Press repc .tis held at present to 300 cable words daily.
The Associated Press news is available in America to the correspondents of the Kokusai Tsushin Sha, the oldest Jap¬ anese news agency, which has a similar arrangement with Reuter. The bulk of this agency’s American news, however, is selected and filed in New York by a Japanese correspondent and the dispatches usually are fragmentary.
The most unrestricted flow of news in¬ to Japan is through the Trans-Ocean Radio Service, subsidized German report broadcast from the Nauen radio station and distributed here at a low rate. A great deal of this service is used by pa¬ pers here but the French report broad¬ cast from Bordeaux is so obvious in its propaganda aspect that it commands little attention anywhere.
By the time Mr. Howard returns to Tokio from China and the Philippines, early in November, it is expected that Japanese publishers may have reached a definite decision regarding their atti¬ tude which will affect the amount of American news distributed here in the future.
During his vist in Tokio Mr. Howard had lone interviews with Baron Shide- hara. Minister of Foreign .\ffairs; K. Debuchi, Vice-Minister of Foreign Af¬ fairs ; E. 11 k)ki. former .Ambassador to Germany at'.d Japan’s chief delegate at the Customs conference at Peking, and other prominent officials and leading busi¬ ness men. He was the guest of lionor at several large dinners and luncheons, given by newspaper men including H- Mitsunaga, president of Nippon Dernpo. and by the .America-Japan Society. Since leaving Tokio, Mr. Howard cabled from Mukden a long interview with Chang Tso-lin, Manchurian war-lord.
EXTRA] Whs -ilayan Aiiugrtlogr jmnA RAIN STci^GAMEWrfH cii^^O AND WAMdATIED
CMBTBiMnHiDnr _ *»-»««** JawEJuiawiBawBtiniofliji^
miniEIliailU
in Japan. The gogai boys, through the “master newsy’’ who acted as their spokes¬ man, protested against the great weight of four-page papers. They considered it very doubtful whether they would be able, carrying such tremendous burdens, to cover the usual territories assigned to them. This objection was over-ruled suc¬ cessfully, when it was agreed to bolster them up with a bowl of noodles each, a half-hour before the first papers were to come from the press.
Other obstacles facing the “American- style” extra were numerous, but the most serious was the custom long observed
New Connecticut Weekly
C. C. Bennett is editor and publisher the new Mystic (Conn.) Light, weekly.
Editor & Publisher for October 31, 1925
7
INTO THE RING OF CIRCUS JOURNALISM
Philip Pa3me, New York Mirror Editor, Tells How to Crack Whip and Make Circulation Figures Jump — Took Tip from Joseph Pulitzer — Wants His Tab Discussed
ALONG Broadway after dark a short time ago a fat man drove, seated conspicuously cramped in the small space of an open Ford. A jacket and jeans fashioned of silk dyed to the semblance of greenbacks, covered an expanse of an¬ atomy, which weighed easily 400 pounds.
This Falstaff, when halted by traffic, talked nonsense and clowned to the crowd. As a sign showed, he was the “circus parade” of the New York Daily Mirror. He was a moving advertisement for one of the Mirror’s latest circulation building stunts, the brain child of Phil Payne, managing editor. He was the “Big Dough Man,” distributor of $100 in prizes daily for gags like this: “My friend is a big necker from Spooner, Wis.”
Almost every other day, it seems, some new stunt like this springs full grown from one of New York’s tabloid tents, the Graphic, the News or the Mirror. It is a continuous battle of wits, this tabloid circulation warfare.
I went down to Payne’s “tent” this week to find out his view of what it is all about. He told me a whip cracking story of how, in his opinion, mass cir¬ culation is made.
Mr. Payne summed up his ideas of what the great masses of newspaper read¬ ers are interested, detailed the secret of circulation building stunts, told how he judged feature values, how he played pictures, why he conducted crusades, and finally his ideals of the tabloid newspaper. He defended picture journalism hotly against its critics.
In the spotlight of his shaded desk lamp, he sat, a young man seemingly tingling to the fingertips with interest in his work. As he talked he pushed his hands nervously now and again through his mop of black hair, waving above his green eye-shade. He is 33 years did.
“The tabloid stunt feature,” he began, referring to the “Big Dough Man,” “dates way back in newspaper history. But 1 connect it particularly with Joseph Pulitzer.
“It was said of Mr. Pulitzer that noth¬ ing pleased him more than to hear his newspaper discussed. When he overheard someone say, ‘Did you see that damned story in the World?’ Mr. Pulitzer was delighted. He wanted plenty of word- of-mouth advertising, the most valuable in the world.
“We want people talking about our tabloid in the same way. Thus we send out a fat man for thousands to see, laugh at, and talk about on Broadway. Thus we try often to lead off the paper with something we know no other newspaper will play.
“It may be a triviality, yes. But it will be interesting and it will not be so over¬ played that the news suffers.
"The success of a tabloid, as well as the standard size newspaper, depends upon its complete, if compact, coverage of the news. Leave out the news, and circula¬ tion will drop.
“In building mass circulation, however, trivialities are exceedingly important, ^- cause so frequently they are more in¬ teresting than the current great events.
“Trivial things make or break the big news stories of each day. Take for in¬ stance the baseball stories. With one ex¬ ception New York sports writers talked of the ‘old veteran Walter Johnson,’ with¬ out mentioning his exact age. My own man fell down on this. The one excep¬ tion (this was in accounts of the first series game Johnson pitched) was the New York Times. To me, and also I think to the great masses, the Times story was therefore the most interesting, the one most likely to be remembered and discussed, all on account of this one tri¬ viality, it gave Johnson’s age in addition to all the usual stuff about ‘Old Barney,’ and ‘the veteran of baseball.’
to obtain an index on the real local value of a feature. They buy on the say-so of a syndicate salesman, who tells them it has built circulation for other news¬ papers.
Mr. Payne, however, said he sends men out to watch people as they buy the Mirror from newstands, follow them, and ask them casually what features they like best. He also sends men out to school playgrounds to interview the children on their favorite comics.
“I make my men bring me names and .addresses of people they talk to, too,” he declared. “It makes it a little harder for them to fake. I consider 100 names gives, me a good index.
“I also think editors, seeking mass cir¬ culations, might well profit from success¬ ful theatrical ventures — Abie’s Irish Rose, for example.
“Then, a year ago, I never would have printed the picture of the ‘Dog-faced Man,’ which we published in the Mirror a short while ago. But I learned that the biggest box office returns of the year in the Loew’s vaudeville circuit came from the act put on by the Siamese twins.. It was obvious that if freaks so interested' theatre crowds, pictures of freaks would interest tabloid readers. And, true enough, our picture of the ‘Dog-Faced Man’ stirred up all sorts of comment.
“There are also editorial lessons from the department store advertisements in newspapers. Ways to sell to women are not very different from way to write for women.
“How pictures are played counts a for which the average person can easily “Not so very long ago I read an article great deal in attracting the masses. An submit at least 20 or 30 answers. in the Saturday Evening Post on real
apparently simple order I try to enforce, “It is also advisable to have some seem- estate values. The author pointed out
for example, is that whenever possible, ing educational purpose behind a contest, that the rental value of a store opening pictures of well-known women be repro- Thus we tell readers of the Big Dough right on the pavement was much higher duced full-length. Then the women read- Man contest rules to ‘study your auto- than that to which it was necessary to ers will be able to see and talk about mobile map. Study your atlas. ‘Hunt climb two steps.
how many inches from the ground she up your old geography. Get a guide book “There’s a splendid tip to editors, wears her skirt, just how her buckles of places and streets in New York and Simplify all your stories. Make it easy are placed on her shoes, whether she pre- Brooklyn.’ for readers to get into them.”
fers light or dark silk stockings. “But above all, we look for the cumula- Mr. Payne is a believer in crusades
“Imagine this conversation between two tive interest in the contest which permits for tabloids. He considers that crusades
stenographers: many different answers.” do not make for immediate circulation
“ ‘I’m going to have my new dress 16 Mr. Payne called for his secretary to gains, but he said they are very necessary inches from the ground, Mamie.’ bring him a handful of replies to the Big to “build prestige” for a newspaper.
“ ‘Oh, I’m not so sure, I saw in the Dough Man stunt. Virtually every one When he was editing the News, Mr.
Mirror yesterday a picture of Mrs. Astor of a large bundle examined had sent in Payne campaigned for the conviction of returning from Paris. Her skirt was just more than a dozen answers for prize con- Walter S. Ward, around the slogan “Can about 12 inches up.’ sideration. a Rich Man Kill a Poor Man and Get
“Comparison pictures are also ones that A large staff of girls is employed to away with it?” Now tl-e Mirror is
are talked about. Whenever possible, 1 weed out ones that are alike and help crusading against the freedom of Harry believe, it is a good stunt to print two pick the day’s winning gags. Hundreds K. Thaw on the idea of how is it rich pictures, showing how the subject, espe- are alike. These are thrown away, lunatics are allowed at large, cially a woman, has changed in a year Originality is stressed. Handling this crusade has its thrills,
or so.” “I suppose we have had at least 14,0M Whenever Mr. Thaw comes to New
After this introduction, Payne turned send in the gag ‘My friend is a big York from his Pittsburgh home the to specific comment on those frisking delicatessen man from Hamburg’ and just Mirror, of course, and other newspapers animals of the tabloid circus, the “circula- about as many have written ‘My friend too, assign men to trail him. One night tion building stunts.” is a big hat man from Derby, Conn.’” not long ago this trailing process was
“Many editors,” he first cautioned, Mr. Payne said. in progress until Thaw got to a New
“Make the mistake of putting on these One day this year when Mr. Payne York night club in which the newspaper stunts before their paper is solid enough left a taxi, he offered a $2 bill in pay- men were not allowed. The Mirror re- to hold the circulation gained. It doesn’t .ment. porter called up Mr. Payne. He is a
pay to add readers, if the majority can’t "Aw, ain’t you got two ones?” the member of the club, and immediately be kept. driver grumbled. went there.
“The big secret, I think, of successful That morning Mr. Payne had been read- The headwaiter, asked by Mr. Payne circulation building stunts is that they he ing in the New York Times a story on to seat him near the slayer of Stanford based on some colloquialism, particularly efforts to popularize the $2 banknote. White, didn’t comprehend the situation popular at the time with the public. “If you got fifty of them, you’d take fully, and he placed the editor, well
“W'hen I was managing editor of the them, wouldn’t you?” he joked. known as a crusader against Thaw, at
News, as an example, the phrase ‘Did “You bet your life,” the taxi man a table with his back turned to that
you ever’ was on thousands of lips and replied. gentleman. Immediately many guests in
we started our ‘Didjever’ contest. It went Thus was originated the “Lucky Two the restaurant became tense. Each move over big. In one day we got as many as Spot” contest, which, while under Post made by Thaw brought out gasps. Would 77,000 letters on it. ^ office ban at present, was in its hcyucy he turn and shoot the editor?
“At present, ‘You Big Butter and Egg copied by more than ISO newspapers Payne was far from comfortable, un-
Man’ is a popular expression, and in con- throughout the country. It is said to have til Texas Guinan, famous hostess of the sequence we have put it in contest form increased the circulation of the Boston club, came over and whispered to Payne as the ‘Big Dough Man.’ Advertiser by 30,000. that she had “frisked” Thaw when he
“Before we run a contest in the paper. In this contest serial numbers of bank- entered the restaurant, and that he was we test it out to see if it will be as notes put into circulation are published, unarmed.
interesting to readers as to those contest- and the person getting them receives $100 Later in the evening, Mr. Payne had
ing for the prizes. Also of utmost im- for their luck. an opportunity to meet and talk to Thaw,
portance, we test a contest to find out As we talked about how widely this This talk, he said, further convinced him if it has what wc call ‘repeater value.’ In feature was copied, Mr. Payne ventured that the man is insane and should be other words we consider that contest best the opinion that too few editors attempt locked up.
By PHILIP SCHUYLER
Philip Payne — “Tabloid Ringmaster”
8
Editor & Publisher for October 31, 1925
HERALD-POST OPERATING IN NEW BUILDING
Louisville Morning Paper Goes Tabloid 2ts New Plant and Equipment Is Shown to Public in Two-Day
Housewarming — Agency Men Also Inspect New Home
f il’ENING of a magnificent new plant wall, set back under the balcony, are pri- the second floor by a conveyor, which building are furnished with new desks and by the Herald and Post of Louisville, vate offices for heads of departments, deposits them on large steel wrapping chairs, while the editorial room and ad-
Ky., a few days ago was accompanied Each of these offices is decorated after by and has been followed by several un- the general scheme of the main office, usual newspaper events. The plant it- In front of the counter is a tile floor, car- self, to be described and illustrated on rying out the color scheme of the walls this page, has a number of noteworthy and ceilings.
features and its opening led directly to The balcony, which extends across the the first of the events referred to; front and along two sides of the lobby.
The “New Kentucky Edition,” a spe- appears to be suspended from the ceiling cial number which told the reader and by twenty-one spiral columns, which are the space-buyer in story and picture what also of imitation Roman travertine marble. Kentucky is and why. On the balcony are the foreign advertis-
Hardly had the mails finished distribu- ing department, the telephone exchange ting this edition across the country when and the classified advertising departments, the management invited a large group of Private offices are located along two sides advertising space-buyers for an inspection of the balcony.
visit, which ended last Saturday. Three large decorative windows in the
That same day came the announcement rear wall of the lobby permit the visitor that the Herald, the morning paper, to look back into the composing room would become a tabloid with its issue of where 27 of the latest model type-setting Oct. 31, under the name of the Herald- machines are in operation.
Post and that the afternoon paper under A complete job printing shop, in which the same title would continue to be is- all of the Herald-Post letter-heads, en¬ sued in standard size. The Sunday issue velopes and other office printing can be
will combine elements of both forms, turned out, is located on the balcony
also under the Herald-Post title. over one side of the composing room.
Occupancy of the new home was Bound volumes of the Herald and the marked by a house-warming for the pub- Post, dating back 50 years to the time lie Oct. 6-8. The site was taken over each of the papers was founded, are on
about 18 months ago, shortly after the the balcony over the other side of the
purchase of the Herald and Post by composing room.
James B. Brown, then a leader in banking A locker-room with individual lockers, and business, now editor, publisher, and also equipped with a rest room and sliow-
Comfort is the dominant note in the publisher's office
Facade of the new Herald-Post Building
president of the publishing company, er baths, is along one side of the com- The papers began operations in the unfin- posing room.
ished building on Sept. 1. The composing room is equipped with
The exterior is finished with white 23 Intertypes and four multi-magazine stone, and the greater part of the first Linotypes; four Monotype casting ma- floor front is given over to huge display chines and one Thompson type-caster, windows, permitting a fleeting glance ot The room is lighted with special Gx)per- the lobby just inside the main entrance. Hewitt mercury-quartz lamps.
The lobby presents one of the most The ventilation system in the composing beautiful pieces of decorative work in the room, as well as in the stereotyping and city. The style of the decorations is press rooms, changes the air completely strictly Italian Renaissance. The walls every two minutes.
and pillars in the lobby are an imitation The stereotype room includes job ma- of Roman travertine marble. A warm chinery for m^ing almost anything that yellowish brown background prevails in is made of type metal. In the centre is
the ceiling while the beams are treated in the melting pot which is kept heated to
darker tones than the panels. Both are 750 degrees Centigrade at all times with decorated with an after-coat of glaze Paws system of heating, a mixture of to deepen and antique the colors. air and gas under a 65-pound pressure.
The lobby is entered through large Connected with the pot is the double
double doors in the centre of the building pony autoplate machine with two casting and through a door on each side. Six boxes and two finishing machines and
large chandeliers, each of which holds coolers.
twelve electric lights, are suspended from The presses are equipped with all of the ceiling, and single lights are placed the latest improvements and safety de¬ in a number of the ceiling panels. vices. They are the Scott multi-unit
The business part of the lobby is sep- double octuple combination presses, di- arated from the front by a black Italian vided into eight units, each of which can marble coimter, more than 200 feet long, be operated separately, or all together, which extends across the room. Back of The presses are operated by the Cutler- this counter are the display advertising Hammer control system, department, and the auditing and book- From the press room, the printed pa- keeping departments, while along each pers are carried to the mailing room on
tables. These wrapping tables have a vertising department are furnished with continuous belt running down the centre new type, all steel desks with linoleum and after the papers have been wrapped tops. The floors, excepting those that are and addressed to the carriers or customers finished in tile, are covered with battle- they are carried by a chute directly into ship linoleum.
trucks at the loading platform in the Mr. Brown’s office which is located in rear. the northwest corner of the second floor.
Rolls of white paper are stored in the is decorated along the same lines as the basement and are fed to the presses up main lobby, with beamed ceiling, highly through the floor. The rolls are handled decorated and laid out in coffered panels, on a miniature railroad system. The walls are also in imitation Rot.an
The greater part of the second floor of travertine marble. All decorations in the the building is given over to the offices of office, including the ceiling and beams, the higher executives of the paper and to are hand-painted, and are carried out in the news-gathering and handling depart- a color scheme of brown. A large fire- ments. place is located along one side of the
The second floor is reached by a stair- room, way and hall which opens both on the Pneumatic tubes, through which copy is street and into the main office or lobby on carried to and from the composing room the first floor, and onto the balcony be- and advertising departments, are located in fore reaching the top of the building, the centre of the editorial room.
The stairway is decorated with stained The banquet and assembly hall is located
marble and , a walnut banister, while on the second floor of the building in tlK the steps are of composition tile. rear of the editorial department. This
Six offices, including those of the gen- hall is to be used for all get-together eral manager, the business manager and meetings of the newspaper workers, for
Mr. Brown, are located along the front banciuets, dances and other forms of en-
of the second floor. Each of these offices tertainment, and is to be offered to out- opens into the editorial room which serves side clubs and organizations as a meeting for both papers. Offices of the managing place and convention hall. The banquet editors of both papers and the sport de- room is finished in a delicate brownish partment and art department are located yellow with blue ornamental borders and on each side of the editorial room. blended walls.
The walls of this room, as well as A complete photographic department those of the offices and banquet room with a studio and a dark room for devel- are tinted in delicate tan, while the wood- oping pictures also is located on the second work is of walnut. All offices in the floor of the building, in the rear, and en-
Height and light and plenty of space for the latest machines in the pressroom
■iv
Editor
Publisher for October 31, 1925
ay
and
ad-
gravii^g room has been installed adjoining the photographic department.
In the extreme rear of the building, on the second floor, in a room that is always nnder lock and key, is located the galley room, where the name and address of every subscriber who receives the paper by mail, is to be found in type, from which- the mailing lists of the paper are printed.
The issue which commemorated the new building consisted of 140 pages in 11 sec¬ tions besides the space devoted to regu¬ lar news. Two sections were devoted to minutely detailed descriptions of the plant ind building, histories of both papers and reminiscences of former staff people.
Other sections told in word, picture and statistics the stories indicated by these titles:
“Louisville, a Financial Centre,” “Ken¬ tucky’s Pride, the Thoroughbred,” “Public Utilities,” “Building the Greater Louis-
ALTER NAME AND FORM OF LOUISVILLE PAPERS
Herald and Post Titles United, With Tabloid Morning Edition and Enlarged Evening Paper
.‘\nnounccmcnt that the Louisville Her¬ ald and Louistille Post would be known as the Louisville Herald-Post after Oct. 31 and that the morning paper would be tabloid was made this week.
“The two newspapers will be consolida¬ ted under the title of the Herald-Post and will be one great newspaper, ordinary size greatly enlarged, in the afternoon, tabloid size in the morning, and the Sunday Her¬ ald-Post, a combination of both” the an¬ nouncement stated.
“The tabloid Herald-Post will be a com¬ plete newspaper in every way,” it contin-
Thirteen issues a week keep the composing room hustling
ville,” “The Printing Industry in Louis¬ ville,” “Tobacco, the Kentucky Farmer’s Money Crop,” “The Coal Industry in Kentucky,” “Real Estate and Home Fi¬ nancing,” “Health and Welfare,” “Ken¬ tucky Stands High as a Pure Food Mar- Icet.”
Two parties of advertising men, from New York and Chicago, were entertained by the Herald-Post in the new building last week, the publishers and the Kelly- Smith Company, their advertising repre¬ sentatives, making the arrangements. In¬ spection of the plant, a tour of the city, an afternoon at Churchill Downs race¬ track, a dinner as the guests of Mr. and Mrs. Brown, an a night at West Baden Springs, made up the program. The groups included:
E. T. Wells, Morse Agency.
L. T. Bush, Blackman Company.
F. M. Lawrence, D. R. Hathaway, George Batten Company.
Jake Stahl, Richard A. Foley Agency.
Ben Duffy, Barton, Durstine & Osborn.
Frank Kaus, Federal Agency.
Jim Beatty, Harry Porter & Co.
H. M. Bullerbeck, Barrows & Rich¬ ardson.
Andy O’Flaherty, Wallerstein Agency.
Roy Burrell, Hoyt Agency.
Harry Reardon, Albert Frank & Co.
C. F. Kelly, M. B. Holmes, M. E. Rogers, Kelly-Smith Company.
C. C. Kahlcrt, New York.
Frank D. Webb, Baltimore.
George Pearson, J. Walter Thomp¬ son Company.
E. E. Bullis, Lord & Thomas.
B. G. Wasser, Potts-Turnbull Co.
R. N. Cushing, Vanderhoof & Co.
C. J. Eastman, Brennan Phelps Ad¬ vertising Company.
E. C. Vining, Shuman-Haws Adver¬ tising Company.
E. Ross Gamble, John Sturdivant, Erwin, Wasey & Co.
Kenneth Gordon, Charles Daniel Frey.
F. B. Avery, MeJ unkin Advertising Company.
A. J. Grobe, Green-Fulton-Cunning- ham Agency.
G. F. Ganser, Henri, Hurst & Mc¬ Donald.
C. B. Patterson, H. L. Hulsebus, Stack Agency.
H. P. Leffingwell, Mitchell-Faust Ad¬ vertising Company.
D. P. Pans, Brandt Advertising Com¬ pany.
H. C. Glidden, Coy Glidden, Fred M. Randall Company.
F. H. Marling, Benson, Gamble & Crowell.
Albert R. Callies, Charles H. Touza- lin Agency.
Walter W. Hall. H. W. Raster & Sons Company.
C. J. Cooly, Varier Oats Company.
H. S. Peterson, Guenther-Bradford.
Sam McWilliams, Sheffield Pharmacy Company.
F. H. Kenkel, Gardner Advertising .\gency.
Joe Brown, Charles F. W. Nichols.
Edwin Polkoski, Sehl Agency.
ued. “It will carry all the news. It will have the complete report of the Associ¬ ated Press. It will have the magnificent full wire report of the Universal Service. It will have a full staff of editors and reporters. It will give the markets in compact detail. It will publish the news of sports in the most attractive form, all the best features and the comics. But the news will be told in a style crisp and sparkling.
“The Herald-Post in the afternoon will retain its present form, which is that possibly best adapted to the afternoon newspaper.
“The Sunday Herald-Post will be pub¬ lished as hitherto.”
Advertising in the Herald-Post will not be sold in combination. The morn¬ ing tabloid rate will be 12 cents per line flat, which will also apply on the Sunday paper. The Evening Herald- Post rate is 10 cents per line.
Either the morning or evening paper will be delivered at 15 cents per week by carrier. The carrier rate on the Sunday issue will be 8 cents.
Italian Renaiasance detign in the lobby is carried ont with Italian Travertine marble effects
10
Editor & Publisher for October 31, 1925
morality of news suppression in this en¬ lightened 20th century,” and at the same time found fault with the work of foreign correspondents in Rome and with the editors qf anti-Fascist newspapers, editions of which are being methodically conlis- cated under the iron rule of the pictur- es(iue dictator, whom the American news man was inclined to defend as ‘‘a neces¬ sary evil” under present conditions in Italy.
Banishment from Italy of George Seldes of the Chicago Tribune for cabling news reports unfavorable to Mussolini occurred during Mr. McNally's Italian visit, and the dramatic incident served as a focal point for his contention there are two sides to the Italian censorship story.
Mr. Seldes cabled purely political stories which would not have done the government any harm, according to Mr. McNally.
‘‘But it is also my opinion,” Mr. Mc¬ Nally declared, ‘‘that the Fascist govern¬ ment was justifiably irritated by Mr. Seldes’ unfavorable comments. It was the case of a newspaper man new to the country, news of which he was trying to cover, attempting to tell the majority leaders how their country should be run. He simply was not attending to his busi¬ ness.
‘‘I believe he came to the country biased in opinion, and declined to see any¬ thing but unfavorable news.
“A free press cannot ever be one sided,” he continued in explanation. “Both sides, the press and Mussolini, are at fault, in the present situation.
“Mussolini wants only news favor.able to him published. The opposition press will publish only that which is unfavor¬ able.
“Certain of the correspondents, the .^mericans included, are only seeking means of attacking the dictator. Pub¬ lishers are expecting these correspondents to make the news suit editorial views.
“The anti-facist press refuses to pub¬ lish both sides of the current political story.
“What the Italian press needs.” he said, “is a Pulitzer, an Ochs, or a Hearst — some publisher who understands the necessity of printing both sides of every question. What Mussolini must learn is the utter stupidity of news suppression. And what certain of the correspondents, notably representatives of a section of the
New Mexico general store in the good old days, interesting now because the gentleman to the left of the perilous store pipe is none other than Author Pancoast, then known to Southwest as “Scoops.”
^HE first installment of “Trail Blazers of Advertising,” Chalmers L. Pan¬ coast’s new book on the humorous and wildly adventurous publicity schemes of a generation ago in our country, will appear in next week’s EIditor & Pub¬ lisher.
It will thrill thousands of newspaper and advertising folk who, although per¬ haps in middle life, were actual partici¬ pants or witnesses of these events which are related to the golden romance of the covered wagon, gold rush, Indian, stage coach, pony express era in .American history.
Young people in newspaper and adver¬ tising work will follow this serial pre¬ sentation of a story which was enacted in the lives of their daddies, but in the light of the present development of the science of advertising seems strangely quaint and distant.
Mr. Pancoast, now vice-president of the Charles C. Green .Advertising .Agency, is perhaps the best equipped man in the country to write this his'orical statement of early day advertising. He went west as a runaway boy, and known as “Scoops Pancoast” slaked his thirst for adventure in pioneer newspaper offices and played a thousand games with the old-time schem¬
ers. Many of the incidents he relates are written from firsthand knowledge.
Here is a partial list of chapters in his l^k: Indian Medicine Ten Show; Publicity in the Wild and Woolly West ; Rolling Stones ; Special Edition Blow- hards : Mexico’s Thieves Market ; Ad¬ vertising A Bull Fight; An Arizona Saloon Opening ; Goats and Ghost Towns; Street Fakers — Masters of Gag and Free Schemes.
“I have written a book about P. T. Barnum, Buffalo Bill, Myself and a lot of Other Old Schemers and the schemes they worked,” said Mr. Pancoast.
“It goes back quite a way. It is not exaggerated. Many an old timer will meet himself face to face in some one of the chapters. I made my first appear¬ ance as an advertising man by having my picture taken with a cow I wanted to sell. The picture sold the cow.
“Looking backward is not going back¬ wards — but it gives us a better perspec¬ tive on the importance of present day metho<ls. It is always an enjoyable men¬ tal relaxation to glance over our should¬ ers and have pleasant reminiscences about the days that are past — and of another period — a period of colorful romances and daring adventure.”
Augustin McNally
ITALIAN ‘iMMORAL PRESS CENSORSHIP** DENOUNCED BY U. S. NEWS MAN
Augustin McNally Says New Italy Would Emerge Given a Fighting Editor — Blames Foreign Writers as Well as Mussolini for Gag
AUGUSTIN McN.ALLY, American newspaper m.in of nearly 3J years experience, fresh from seven months’ visit ill Italy, this week disclosed the inside story of .Mussolini's relations with the Italian and the world press.
lie denounced what he termed “the im-
British press, and representative of at least three .American newspapers, must learn is the folly of unnecessarily irritat¬ ing the present government and of writing with chips on their shoulders.”
Mr. McNally said he had investigated the Italian news situation carefully while he was a visitor in that country as a writer for the Baltimore Sun and as a free lance. In addition to his emphatic assertions that all three parties to the dispute were at fault, it was his opinion that “no extraordinary Italian news” was being withheld from the world.
At the same time he said :
“No editorial writer in .America can understand the Italy of today or its pol¬ itics through the news that comes into his office from correspondents abroad.
“If he would learn the reasons why of the present regime, he must visit all Italy in person and investigate for himself.
“Personally, there is no doubt in my mind now that Mussolini is necessary to his country today. The stern rule he is handing out is absolutely vital to the wel¬ fare of his people. He saved Italy from chaos. He came in the nick of time. The majority of Italians favor his policies.
“But one great fault damns him. It is the crime of all dictatorships. It is the same old story that goes back to the days when the Old Testament was being written — the story of news suppression.”
.And that story of news suppression, as particularized in Italy and told by Mr. McNally, resolved itself into a dis¬ cussion of the Latin mind.
“The Italian is not etlucatcd to the point where he can either give or take two sides of a question,” he explained. “To the Italian his party is entirely right, the other party is entirely wrong. It is this age-old psychology.
“It is Mussolini's great mistake. By it he is gaining no political advantage, and it is resulting in grave injury to the rest of the country. It is the ca.se of a dictator anxious to show the power of government rather than its usefulness.
“To combat it Italy needs a fearless fighting editor, a man who will discover a new leader and back him by publishing both sides of the story.”
COVERED WAGON DAYS OF ADVERTISING
As described by Mr. McNally, hap- hazardness is the outstanding character¬ istic of Italian censorship. No set rules have been made. The correspondenu have not been informed what they can or l cannot put on the wires.
Government news is obtained from a press bureau in the state department Apparently it is obtainable with the great¬ est ease. .Anti-Fascist news is equally I easy to uncover.
It is often more than three week^ after correspondents have cabled dispatches that they learn whether or not the stories written were censored.
Editors of anti-Fascist newspapers accept placidly the treatment they are receiving at the hands of the dictator. During tlx entire time .Mr. McNally was in Rome, police under orders of the censorship de¬ partment guarded the composing room of LI Mutulo's plant.
First copies of each day’s paper as it came from the press were seized by po¬ licemen who rushed them down to the censor, who took his time about deciding whether or not the edition should be suppressed. Meanwhile, police remained on guard to see that no copies left the plant without government permission.
“Italy needs Mussolini,” Mr. McNally concluded, “but it is certainly difficult to understand the utter stupidity of Latin dictatorship.
“If the 20th century spirit of the un¬ biased press could be taught Italians, there would be a new political Italy in 25 years.
“Now priest, politician and editor con¬ siders the mob of the populace as little children. They must be told this and not that. And as long as the people swallow that principle Italy will never develop the way it should.”
F'or the last three years Mr. McNally has been free-lancing. Always keenly in¬ terested in religious news, he went to Italy primarily to report the Holy Year, and his impressions are to be published in book form shortly by Nicholas Browa
Born in Scotland, Mr. McNally studied for the priesthood, spending one year as a student in Rome, before he came to this country, changed his mind and en- terefl newspaper work as a cub reporter on the St. Louis Ref'ublic. Later ne spent three years on the Pittsburgh Dis¬ patch. Coming to New York after this exjierience, he first worked for the New York American, and then the Neu> York Times, before joining the staff of the New York World where he remained for 19 years.
Canadiana Tour Daily’s Plant
The Detroit Free Press, Oct. 23, enter¬ tained members of the Young Men’s Sec¬ tion of the Board of Trade of Winnipeg and 100 members of the Senior Board and the City Councils of Winnipeg and St. Boniface.
ITALIAN PRESS ASSOCIATION DISSOLVED BY GOV¬ ERNMENT
'T'HE Italian government this week dissolved the Italian Press Asso¬ ciation, another drastic step in connection with censorship of the press.
According to news dispatches from Rome the following notire was issued:
“Whereas the tendencies and acts of the Managing Board of the Italian Press Association provoked very serious dissensions to the det¬ riment of that object which is es¬ sential for the realization of the | lofty aims of the association and i the Journalists Provident Fund, the i Prefect of Rome by decree today has dissolved the Managing Board, the bodies controlling the associa¬ tion’s other social institutions and the Board of the Journalists Provi- dend Fund and has appointed three journalists to administer the asso¬ ciation and a treasury official to administer the fund.”
Editor & Publisher for October 31, 1925
11
!!■
MAKING PRESSES PRODUCE TO CAPACITY
Rigid Inspection and Close Attention to Important Details Needed for Perfect Press Work — Fourth of
a Series of Articles on Newspaper Plant Efhciency
AfODKRN newspaper presses are con- ctnirteil for sneed and in order
structed for high speed and in order MechanicM S
that they may be made to produce up to
their capacity they must be kept in per- round a cut had been taken off it
By HARRY L. CLARK
Mechanicnl Siii>crinten(icnt, Los Angeles Express
This the sheets into the folder and then bring
feet running condition. The blanket or was ^ easily overcome by adding more the sheets through and line them up per
impression cylinders must be exactly the packing.
right circumference and the impressions^ .After the press has been properly folders if the press is double width, kept even and the cylinders parallel. The dressed with blankets the impression must .After the sheets are in perfect alignment composition rollers must be set exactly be set and the cylinders parallele<l. If the running straight into the folders and the right in the_ amount of impression on cylinders are not kept parallel, uneven compensation is right — that is, the head both the inking cylinder and the surface wear will take place in the cylinder bear- and tail margins are the same — we will of the stereotype _ plate on the plate cyl- ings and they will be constantly run hot. transfer the section from the left hand
inder. All working parts must be kept Cylinders not parallel will also make an folder to the right hand one (if a double-
thoroughly oiled and greased. The ink uneven pull on the sheet passing between width press) and get the compensator fountains must be kept clean, otherwise them and many web breaks will result, which is between the two folders set so
the flow of ink will be uneven and the .After the impression has been correctly that the two sections come out together
dirt from the fountains will be carried to^ set the next operation is the placing and and the head and tail margins are right, the composition rollers, resulting in poor setting of all composition rollers. In or- We will then transfer the other way and production. _ der that a roller can be properly set the take the section from the right hand
Suppose we take a press which has been roller sockets should be right — not worn folder over into the left hand one aikl do properlv installed, dress it with rollers so that there is play which will allow the the same, marking the compensator in the and blankets and get it ready for every roller shaft to wobble. I set all rollers first position and resetting it for this day use. If the press is new. each blanket, with ?^ths of an inch impression on the transfer.
plate and inking cylinder will be the same ink drum and the same amount on the If the press is double width, it will be die as all others in the press of the same plate on the plate cylinder. The inking equipped with angle-bars and we will now kind and we will have to figure the evlinder is the driving force for the form slit the sheets after the second impression blanket packing for only one cylinder, rollers and if the imnression is the same and carry one half of each sheet over the We will also have the information from on the plate as on the ink cylinder you angle bars and bring all sheets out in one :he manufacturer as to the thickness of the have a roller that is rolling nerfertiv he- folder. The angle bars must he set so stereotype plates which are to be used on tween two surfares. The ink picked up that the sheets passing over them will run the press. Modern presses carry pjates off the ink-cyh‘nder will he denosited on in perfect alignment with the sheets com- which are 7/16 of an inch thick. Some the plate evenly and with no drag to mar ing straight through the press and the older models use half-inch plates. I al- sharnness. compensating rollers over which the angle
ways get the diameter of the plate cylin- We now have the press with the blank- bar sheets pass must be set so that the ders without plates and add to this twice ets on and the impressions «et and the head and tail margin on these sheets will the thickness of the stereotype plates to rollers all placed and nroperly set. We be the same as on the straight leads. The be used. I then caliper the blanket cylin- are now ready to thread the naper through fo'-mers over whirh the sheets pass and ders without blankets and subtract the the press. First set all trolleys which pull which make the first fold in the papers
fectly running straight into the folder or folders if the press is double width.
diameter of the blanket cylinders without blankets from the diameter of the plate cylinders with plates on and this will give the amount of blanket packing which must be put on to bring the blanket cylin¬ der up to the proper size to work per¬ fectly with the plate cylinder. The flif- lerence between the daimeter of the plate cylinder with plates on and the blanket cylinder without blankets will be twice the thickness of the amount of blanket necessary.
I always allow 62/1000 of an inch more diameter with the blankets on than on the plate cylinder with the plates on. This makes a perfect running condition as the extra size on the blanket cylinder will pve the proper amount for impression, will make a perfect surface feed for the sheets of paper passing through, and the cylinder gears will be running true on their pitch line.
The following is an example of how we irrived at the proper amount of blanket to he placed on the blanket cylinders of our Scott press.
Inches
Diameter of plate cylinder bare 12.R75 Twice the thickness of 7/16" plate .S75
SONGS OF THE CRAFT
(Writlrn F.rcliish'ely for EniTOR & PuBlisuERy
By Henry Edward Warner
THE RI RDEN LIFTER
(To a hnrroupd hnhy who liven in my houne.)
Helen, with voiir eyes of blue, Here’s a Ihtle song to you;
.Tost a little song, to sing How yon sweeten evervth’ng! . . How you rh^er a wearv Dad. , How yon make h'm feel so glad When he leaves the joh at night. Five-year-old, with smile so bright!
Bark of me the presses roar;
Upward from the press room pour Papers hy the thousands, roming From the whirling cylinders humming! Bark of me the vats of ink.
Bark of me the metal's rlink.
Bark of me the fret and worry.
Bark of me the rush and hurry.
Diameter of plate cylinder with
plates . 13 750
Diameter of blanket evlinder bare. 13.500
Difference in Diameter . 250
Add 62/1000 for impression . 062
Total to be added (divide this by 2) .312
The packing on any press should never he under-size or over-size enough to cause the cylinders to be moved so that the nearing runs off the pitch diameter.
If the press has been used in some other plant it is advisable to caliner all cylin- <iers before they are placed in the press as this will give exact information as to the diameter of all cylinders and m this way .'^ou can discover if any of the cylinders have been turned down to correct damage horn some accident to the press. For in¬ stance I installed a press in one of our idants and hv measuring the evlinders found one blanket cylinder 1/16 of an inch smaller in diameter than the others. In checking back through the firm from whom we purchased it I found that this p'linder had been sprung by a plate com¬ ing off and in order to make it perfectly
Bark of me the toiling, too.
As I hurry home to You!
Oh. the day is long, mv dearie!
Oh. the day is long and weary. Battling in the world of men Till I play with yon again! .
Long the day, hut sweet the ending With our nursery pretending!
T pretending I’m a horse.
You a rider bold, of course;
You pretending you’re a Otteen,
T your knight, in armor sheen! Yon a famous dancer; I In a box, adoring, sigh!
Till unon my knees you creep And Daddy rocks yon off to sleep!
With the dawn, again I wend me Where romnell’n" forces send me Bark again, to foel the stress O^ the sh'>n and printing press!
Tell me. Babe who smiles so brightly. Why does toiling sit me lightly? . .
Love mist lift mv burden through. Knowing, Girlie, it’s for Yon!
must be set to the right angle and the nipping rollers, which are right under the former, set so that the sheet will be combed in smoothly without any cracking or breaking on the etlges. The pins in the folding and collecting cylinders must be set out of the cylinders the right length, which is J'4 of an inch for the folding cylinder and 5/16 of an inch for the col¬ lecting cylinder. We now have a press which is ready to print any size of paper up to the capacity of the machine and in any kind of combination which the press will handle.
The two principal items in newspaper printing are paper and ink. Newsprint paper should be of at least 32 lbs. basis and should be of good bixly and with sufficient finish to make good printing of cuts and all illustrations possible. It should be of sufficiently long fibre to make it strong enough to stand the strain of high speed on modern presses. News ink dries from absorption and has no dryer. If it had dryer it would set fast on the rollers and ink cylinders between shifts. News ink should be of a fine even flowing substance and have sufficient density of color to cover the black por¬ tions of the printing surface without flooding. The ideal printing combination is a paper that has enough strength to stand the strain of high speed with suffi¬ cient fini.sh to allow the printing of solids with an ink that will cover perfectly without in any way having the paper look mussy or the printing show through.
There are many different kinds of cyl¬ inder packing. Some use rubber next to the cylinder and felt on ton, others use "Tindeck” next the cylinder and felt on top, others use two pieces of “Tin- deck” and others two pieces of “Mono- cork." The last is the type of packing I use. This gives a very fine printing surface, has plenty of resiliency and is long wearing. It does not bolster until If>ng service has been had from it and hy using the two pieces the bottom blanket will last the life of two top blankets.
There arc many things in newspaper printing which will cause the paper to have a pf)or appearance and which are charged against the pressroom which can he correcte<l in other departments, but not in the pressroom. Cuts which are not properly etched and arc either shallow or undercut will not print properly. If the copy furnished the engraver is not prop¬ erly retouched in the art room and the engraver makes a perfect etching he will reprofliice the picture exactly as the copy was. If the linotype machines in the composing room are not turning out slugs that are type high in every case, the high and low slug will cause an uneven print¬ ing surface which will be reproduced on the stereotype p'ate and on the presses.
All ink should be washed off type and cuts after proofs arc made, as any ink left on the form will cause the matrix to- be shallow and this will also show in the printed product. Newspaper presswork is all done in a rush and there is no time for make ready or corrections after the plates reach the presses. For that reason attention given to the things above men¬ tioned will give a greatly improved ap¬ pearance in the printing of any paper. <
Butinets Enter* Europe
With the incorporation of Business Research Services. Ltd., in England. A. T.. McCredie. director, the Business Bourse. International, New York, re¬ search headquarters, headed hy J. George Frederick, will carry the American re¬ search idea to Europe. Representatives will travel from Tjondon and Paris to various parts of the Continent. Research work will he done both for Continental manufacturers interested in the .Ameri¬ can market and American manufacturers interested in the Continental market, Mr. Frederick stated.
I
)
BANKERS TO VOTE ON $268,000 AD PROGRAM
The Athletics Have ''Gone'' Nash
President of Investment Group Expects Definite Action at Florida Meet — To Choose Media
Program of the Investment Bankers Association of America to spend $268, (XX) in an advertising campaign to educate the public in investment matters in all likeli¬ hood will go into effect with the beginning of 1926, according to Thomas N. Dysart of St. Louis, president of the I. B. A.
President Dysart was in Cleveland last week and addressed the Northern Ohio Group of the I. B. A. at a dinner in the Mid-day Club. He was asked by a* representative of Editor & Publisher what the outlook was for the advertising drive decided on at the national conven¬ tion in Cleveland last year, and made the statement outlined above.
Although it was decided at the 1925 convention to spend $250,000, Mr. Dysart said $268,000 had been pledged immedi¬ ately and that these pledges still stand. He added that the forthcoming national convention of the I. B. A., to ^ held in St. Petersburg, Fla., Dec. 7 to 12, un¬ doubtedly would ratify the plan and order it into effect.
The last year, according to Mr. Dysart, has seen many conferences with advertis¬ ing men in regard to the media to be used when the advertising drive starts. Nothing has been definitely decided ex¬ cept the sort of copy that will be used.
This will take the form of institutional I. B. A. copy, not mentioning any indi¬ vidual house or security, but aiming to create confidence in the I. B. A. as a whole all over the country. Sentiment among bankers who attended the Cleveland meeting was in favor of newspapers as the media for the drive.
Accompanying Mr. Dysart to Qeveland was Harry Rascovar of Albert Frank & Co., New York. Mr. Rascovar is national publicity director for the I. B. A. and already is preparing to entertain and care for scores of financial editors and adver¬ tising solicitors who will attend the St. Petersburg meeting in December.
edhioi aecui Booth were (lari Booth O’Bri Granc Th( white wide wing effect lated dicul: ment gagec rise of CO are t the n ures bolic in th mark some new
ner. Special Six Sedan ; •■Slim” Harrtss, Advanced Six Sedan — a whole team of Nash-Ites.
It is rumored that this all-Ntush contingent, with Harrias, UaumEartncr < d Perkins In the outfield. Groves In the box and "Mickey” behind the plate, are going to challenge the rest of the Mack brigade to a game.
And it this battle does come off, you don't have to guess on which side J. G. Roberts, Philade). phia Nash distributor, Is going to place his money.
"It Is on fitting that the Nash should be the
favorite car of the Athletics," claims Mr. Rob¬ erts. "The long sweeping Nash lines and tlw smooth, powerful performance suggest immedl ately the qualities of youth, spirit and co-ordlnt tion that have been responsible for the good showing of the .M.ackmen this past season.
Incidentally, those who have seen the Mack men in action and have marveled at the tower Ing Gothic construction of Pitcher^SIlm” Harrlao will never have any doubts as to the general spaciousness that characterizes the Interior of the Advanced Six Sedan.
And now the Athletics have gone Nash. Nine members of Mr. MacGillicuddy's Philadelphia Athletics have joined the ranks of Nash owners. The batting order Is as follows;
Max Bishop, Advanced Six Victoria; Sammy Hale. Advanced Six l-Door Coupe; "Lelty" Groves, Advanced Six Sed^n; "Mickey" Cochrane, Advanced Six Sedan; "Cy” Perkins, Advanced Six Roadster; Jimmy Pool, Advanced Six Sedan; “Chick” Galloway, Special Six Sedan; Baumgart-
Typical of the audacious use of editorial space by automobile press agents. The above copy, mailed to the press in mat form for free insertion, is advertising in the garb of news. Read the stuff! Think of ramming it down the throa'i of honest readers who depend upon a newspaper to label advertising!
DEALERS TOLD TO ASK FOR FREE SPACE
Daily Wins 9-Year Libel Fight
The supreme court of Illinois this week affirmed opinion of the appellate court in sustaining a Winnebago county court de¬ cision favoring the Rockford (Ill.) Morn¬ ing Star, defendant in a libel suit insti¬ tuted by Oscar H. Ogren, on basis of advertisements appearing in the Star in the course of a municipal campaign nine years ago. Ogren was attacked as a socialist and when he sought $10,000 damages on representation that the ac¬ cusation was an attack on his character, the paper made the defense that it had no part in preparing the advertisement, which it printi^ “without malice, with good motives and for justifiable ends.’' The supreme court upheld that attitude. The case was tried twice in circuit court, went to the appellate court once and the supreme court reviewed it twice.
THE U. S. FISHERIES ADVERTISING PLANS
October 26, 1923.
To EDITOR & PUBLISHER: With reference to editorial and items in your Oct. 17 issue re Fisheries Association advertising. The facts are as follows:
Desiring to begin a national publicity campaign to expand the market for fish, the Publicity Committee of the U. S. Fisheries Association commis¬ sioned the Chas. W. Hoyt Company to make a survey of market conditions and to suggest a plan of national publicity. ‘
The Hoyt concern made this survey and embodied their suggestions in a report which the Publicity Committee of this Association had printed and mailed to members.
At the recent convention of the Association, the Publicity Committee secured the endorsement of the members of an advertising campaign, and the Committee was empowered to solicit funds by voluntary assessment.
The advertising plan of the Chas. W. Hoyt Company has not been ac¬ cepted by the Association. Numerous plans have been laid before the Asso¬ ciation — all of which will be considered when sufficient funds are in hand to warrant the launching of a Publicity Campaign.
In the meantime, the Association is endeavoring to raise money. The best method of expending it will be discussed and decided upon later, and newspapers as well as magazines and other forms of publicity will be given a careful consideration.
Since your published reports tend to place the U. S. Fisheries Associa¬ tion in an unfavorable light, yon will surely be fair enough to correct that impression.
U. S. Fisheries Association, Inc.,
F. W. WALLACE Chairman, Publicity Committee
Arrange for Publicity As Part of Con¬ tract, Advises Advertising Agency, Representing National Steel Fabrics Company, Subsidiary of U. S. Steel
Dealers are told to ask their local newspapers for free space by the Bissel and Land Advertising Agency, Pittsburgh, in connection with the account of the National Steel Fabrics Company, sub¬ sidiary of the United States Steel Cor¬ poration.
The agency furnishes the dealers with nine illustrated “news stories” in mat form. In explanation, it is stated:
“When properly written, newspapers are more than anxious to get articles of this nature, which they will set up and nm
as articles by their staff men or by their editors.
“As a part of the contract with your
Minister* to Write Editorials
The Parsons (Kan.) Daily Sun will use editorials written by the ministers of Parsons for ten days ^ginning Nov. 3, Arthur D. Marlin, editor and publisher, announced.
Tabloid Fiction Section Dropped
rhe Milwaukee Journal on Sunday,
l!‘
KALAMAZOO GAZETTE NEW BUILDING HAS STRIKING DECORATIONS
Symbolic Statues and Plaques Adorn Exterior Walls — Walnut Panels and Scroll Carving Embellish Interior of Model Plant
OPEN house was held in the new home the other counter marks the advertising of the Kalcnnazoo Gazette Oct. 20. department. In the rear behind high wal- Readers of the oldest newspaper in Michi- nut partitions, is the office of the gen- gan— it was established in 1833 — were in- eral manager, E. R. Chapman. Facing yited through the columns of a “progress this office is the cashier’s cage. Wrought
iron chandeliers and a clock set against
- a scroll work of walnut complete the dec-
orative effect. A mezzanine floor houses the telephone board.
W Editorial activities occupy half of the
second floor. The deep main news room is paneled like the business office in 5-ply walnut, which reaches three-fourths of H the way to a lofty ceiling done in cream-
white ornamental plaster. Two of the walls are given almost entirely to win- dows, of which the room has 15. The horseshoe copy desk at one end of the room is unusual in that it is fitted with
E. R. Chapman j. k. Waish hce of J. K. Walsh, editor-in-chief, opens
off the news room. Adjoining the editor’s department, is the arrangement edition’’ to inspect the plant and meet the office and also opening on the newsroom Linotypes, which run in column r executives of the newspaper and of the is the library, which in turn opens upon large wide windows instead of th Boolh^ublishing Company, among whom — -
lated by a counter-impression of perpen- ^
ment of upright stone work. Flat en- ■ • ' 1 ^ ^
gaged columns of modified Doric style ^?i iBBlI ^ Vi ,
rise to the roof without any suggestion . LMBW j I ■ ■ Li k §ilL
of cornice. At the front of the building ]■ x ' 11:^ 'll | kI^I; T. I |'|R|
are two slender engaged pillars flanking ~ ^ ll 1 1- iB H 368^8 i tUll^
the main entrance and topped by the flg- jl'lll ^ ill' I" ' n'^ m
nr« oMwp won^n clas^CiFc^s,^^^ ^ ^
hand-carved scroll work and the walls ' .. .
are panelled in walnut. Four square *'
pillars rise from the tops of the counters the assembly or conference room. This line formation. The maximum to a ceiling of ivory and old ivory divided room is available not only for staff meet- is thus available for each machine,
by beams of polychrome plaster into nine ings, but for public assembly. The cut otyping operations occur at tlie re:
rectangular units. library adjoins the news room on the op- composing room and plates go
To the right of the entrance are the posite side from the rooms mentioned. press room by the usual chute.
circulation and classified advertising de- Noteworthy in the composing room, _
partments and the business office, whilewhich is across the hall from the editorial
Marble floor and marble top counters decorate the lobby and publication office (above). The architect's draw¬ ing of the exterior (left) shows the symbolic statues and plaques.
The pressroom is eciuipped with a Scott 6-unit press with Cutler- Hammer control. Tlie press is mounted not on the building fouiulations, but upon a steel framework of its own. Marked freedom from vibra¬ tion is thus attained. Conveyors take the papers to the L-shaped mailroom which has entrances on two streets and a special section devoted to news-boys.
The new building section of the “prb- gress edition” gave the public complete and detailed information about all present operations of the Gazette and the channels which connect it with news events and advertising currents. Historical data fur¬ nished are interesting, being chiefly con¬ cerned with early Michigan journalism and the pioneer editors and publishers of the Gazette.
Jr. Rob- and tiK Immedl s-ordini he (rood in.
e Mack e tower Harriet ireneral erlor of
Plan Memorial Supper in New York
Members of the Newspaper Qub 6f New York will hold a memorial supper Nov. 8, the 2(X)th anniversary of the founding of New York’s first newspaper, the Gazette, by William Bradford.
Model editorial room equipment of the Gazette is illustrated above. . right is depicted the unusual arrangement of type-setting machines.
r ■ ■
/ ■
!
Editor & Publisher for October 31, 1925
SIMMONS COMPANY SHOWS THE WAY mentioning a brand, offering mats
and showing the value of associating his
TO MANUFACTURE ADVERTISERS store w.th a jvell known make.
A plan which has been used with some degree of success by one agency is to
Newspaper Campaign in 94 Cities Filled Order Books Above newspaper a generous size con-
u* u D I C” r\ t j -i nnn national advertiser buying
1920 rligh Peak— —Firm Owes Xrade 1,000 Cars or a good part of the page, providing the
Merchandise — Record Business Through Advertising paper will sell the rest of it to local
_ dealers. The American Radiator Com-
' pany applied it several years ago in their
By HAMMOND EDWARD FRANKLIN drive. Atwater-Kent Radio is using it
_ _ .. , 'low, with a mat of a large receiving
66T AUNCHING a new line upon the At this writing, \ye owe our trade station nearly a full page deep, the corn- public and trade is ticklish busi- 1,000 cars of merchandise and our incom- pany copy at the top and spaces below ness,” a veteran sales manager remarked '^g business equals our daily production, {q jocaUy,
the other day. “If the manufacturer does are adding help everywhere and The furniture field continues catering
it half-heartedly, it succeeds only in a many of our departments are being put {q jobbers and dealers without identifying haphazard, unsatisfacttory fashion. Put f'f* double t>™e. I never knew the busi- merchandise, controlling its price by it across with a punch, or don’t try to do outlook to be so good as at this writ- legitimate methods or creating a larger it at all.” Everything points to a record year niarket for furniture. It is in sad con-
Newspaper Campaign in 94 Cities Filled Order Books Above 1920 High Peak — Firm Owes Trade 1,000 Cars of Merchandise — Record Business Through Advertising
A 308-PAGE EDITION
I
Terre Haute Tribune Celebrates 50 Year with Mammoth Issue
The Terre Haute Tribune last Sundaj presented the city with an edition weigh, ing live pounds, composed of 308 pagtj and carrying 378,728 lines of advertising. It was the Tribune’s 50th anniversan*
By HAMMOND EDWARD FRANKUN
46T AUNCHING a new line upon the public and trade is ticklish busi-
“At this writing, we owe our trade 1,000 cars of merchandise and our incom-
ness,” a veteran sales manager remarked '^g business equals our daily production, the other day. “If the manufacturer does We are adding help everywhere and
it at all.”
Not every manufacturer can take this advice literally, for some have not the means or business genius to introduce a new line in a big, smashing way, and have to make a start in a smaller fashion.
The Simmons Company, with head¬ quarters at Chicago and branches through the country, through advertising has be¬ come well known for its line of beds, mattresses and, more recently, furniture. The company has come to appreciate the almost infinite possibilities of profit
Study tktse diagrams drawn from actual photographs
trast with the automobile field of aggres¬ sive advertisers.
But there is hope. Simmons points the way.
JOHNSON APPOINTS COMMITTEES
Money cannot buy greater sleep luxury
S. N. P. A. President Names Press Foundation and Office Affairs Groups
President Walter Johnson of the South-
through exceptional value at low, popular than this SHper-mtftfrcss gives at lowest cost, ern Newspaper Publishers’ Associtaion
prices, a la Ford. It has introduced re¬ finements, but kept the price down— de¬ pending on volume .sales for its net.
This year the company had a new line which it believed of more than ordinary value to put across. The business out¬ look was studied and it was decided the time was ripe to do so, in advance of the customary fall flow of business.
The new line was featured to the trade in every way possible, and the salesmen went out after the business with definite value and advertising talking points. With a background of a certain amount of color magazine advertising, 94 cities strategically located were selected to carry intensive newspaper campaigns.
Newspaper executives helped by carry¬ ing news of the new line to the trade, publishing stories in sales aid newspapers, getting window displays and selling a sub¬ stantial volume of tie-up space. The trade bought liberally as a result of co¬ ordinated effort.
A feature of the campaign has been the emphasis placed on retail resale prices. A
ptfWDMd-^ittlUT fWTTcy cMOrr* bok PiU J
«*crTeM>mMit-atl<ifiK<*fi»Kh(aiirraigIx fOtrt ftat* at mm ^
feribedM>rM«ofai»ac«MaMpi fini m «. the
)(395o
«rw«i.CMb«*MpvMtbbncpockn. w^ott do* ■« mm o
TV bemoi pmM OBtui cMb dowM fi pa MfV (Va dk «V>pi
^nvabcarTVyRMwibafruMv, ■amapaacwba. E*eatVfir«c<
knc dm Mf aVr bad of aMtrai ftib of dk JhaiVrwrMMVHrprMBcIrlp*.
V* pocked dao« wioa kaipy raa llni piiidafiieiindMwwId'»hif«Mb«d- AboaandbrlMibiavnocVMairdap «bo«fatof»akMbmiifI«tb« o»b«Mofne»caW«.«>(h>ll«oncwd »b of mry pakctbook.
kk.TlMi»MMdlDfloKir^buo|raiKTaad TV ttoa ocore* poo cm apply riw
7) SIMMONS Deautyrest Mattress
MATUKI'I tWBBT ILBfTOIlBll
Simmons' large size copy aiding local dealers and stressing “sleep luxury.”
has appointed a committee representing the S. N. P. A., to investigate the estab¬ lishment of a National Home and Press Foundation in Florida. It is composed of George Stephens, Asheville (N. C.) Cit¬ izen, chairman; George E. Hosmer, Ft. Myers, (Fla.) Press; Harry Brown, Lakeland (FTa.) State-Telegrant. The committee will report at the next con¬ vention of the association.
President Johnson has announced the following members of the Business Of¬ fice Affairs Committee, of which John A. Park of the Raleigh (N. C.) Times ii chairman :
Alabama, Harry M. Ayers, Anniston Star; Arkansas, K. A. Engel, Little Rock Democrat; Florida, David B. Lindsay, St. Petersburg Times; (^rgia, J. A. Davis, Albany Herald; Kentucky, E. J. Paxton, Paducah Sun; Louisiana, C. P. Manship, Baton Rouge State Times; Mis¬ sissippi, W. G. Johnson, Jackson News; North Carolina, Rufus Shore, Winston- Salem Sentinel; Oklahoma, C. A. Looney, Muskogee Times-Democrat ; South Caro-
edition, also a “pictorial booster” number for Terre Haute, and was the first issue off the Tribune’s new Hoe octuple press. The edition was produced in four 64- page sections, one 48-page section, and a 4-page comic.
Delivery was made on time Sundaj morning, with practically no complaints, by a novel distribution scheme. E^h section as it was printed was sent to the homes of carriers, who stuffed the papers themselves. When the last section was printed Sunday morning, each carrier was furnished with an automobile by which the regular routes were covered. Twelve thousand extra copies were printed, the office was kept open Sunday until all were sold. Copies have been sent to ad¬ vertising space-buyers and to fraternal homes in the larger cities.
All advertising was sold and practically all written by the regular staff and the only extras employed on the edition were a few relief pressmen. Complete new mechanical equipment has been in¬ stalled in the pressroom, including Cut¬ ler-Hammer control, Hoe plate finisher and new stereotyping machinery. Tht; composing room has also been remodelled during the past year.
Reporter’* Aacailant Acquitted
Terry Druggan, on trial in Judge Mar¬ cus A. Kavanaugh’s court charged with mayhem for slugging John F. Lovering, reporter for the Chicago Journal, was found not guilty Oct. 27. The jury held that the mayhem charge, which carried a penalty of from one to 20 years, was not justified in the light of Lovering’s injuries.
£ touBtal^d if i. Sts tL Sim sffi £ fur history: !'"•
ness, sstisOes ttll those tost, of pood ad- L“s ouji, » tho ldvc“g°cam£ig“- S'"'"’'
vertising. Simmons might well have added ^ " ' _
You
On most furniture, markups vary so ^ ,hare of the successful work-
noticeably that the public ^Idom knows of campaign can be traced
what if \vill be charged. This is because intensive form of newspaper pub-
most of the manufacturers in the industry ijj-ity used and its intensive merchandising
sell_ on_ an unbranded, unstandardiz^ ^ gocxlly portion of the trading popula basis without advertising to the public. jJq,, pf country
The Simmons Company is paving the way
g out of the campaign can be traced Curtis Helping Young School Boy* the intensive form of newspaper pub- tr‘ , ,, r-
ity used and its intensive merchandising Curtis, through the Curtis
a goodly portion of the trading popula- Philadelphia, has
m of the country. offered $250,000 to be loaned to boys
The Heywood-VVakefield Company is desire to attend colle^. To any
should sign up your paper for Joe Mitchell Chappie’s biographi¬ cal sketches of world-known celebrities.
BRAND NEW SERIES NOW ON THE WAY
for many another new newspaper adver- another large furniture manufacturer who qualifies under the College Loan
tiser from this field by showing how to recognized the value of intensive Plan, the Curtis Publishing Company will
do the job. newspaper advertising. For several years lend amounts up to $1,500. Security will
The company maintains warehouse company has used contracts in he the boy s character as developed in
service in practically all parts of the ^ large list of newspapers to show its his home, in his school and in his work country with large stocks from which the carriages with the slogan : “A delivering the Curtis publications,
retailer can draw as needed on 24 hours’ quality seal on every wheel.” For every _ _
Ask Us About It
Joe Mitchell Chappie Astociatet
"n« Attk." Art»rU,N*» Twk City. N.T.
notice. He thus is able to carry a small, (foUar spent by the company, the dealers but representative showing of Simmons ^ave spent a liberal amount in tie-up
gocxls on the floor, and buy for his trade ^pace. A window display contest each as necessary, which is in line with the y^ar has produced many hundred displays.
present demand of retailers, many of whom continue to buy hand-to-mouth, al¬ though improvement is noted.
Tie-up advertising has become a valu¬ able by-source of revenue to the news- pai>er. One paper which circulates in five
Consistently Building Permanent Classified
Elditorial Research Reports
A few weeks ago, Z. G. Simmons, presi- states makes a steady practice of going dent of the Simmons Comnany, wrote to after and getting a large amount of space
Charles Daniel Frey, of Chicago, whose ^ot only from local dealers, but from
Volume Begets Volume
agency directed the advertising :
those some miles away. It puts one or
“I am sure you will be greatly inter- more solicitors at a telephone and has ested in knowing the actual results of jJiem call dealers several hundred miles
the campaign of advertising you are away in some cases, tells them about the
handling for this company.
campaign and tries to get their authority
“Our unfilled order hook is now at the foj- a small tie-up advertisement. This high point since 1920. and not one dollar boosts the paper’s lineage very materially
.r _ J _ _ _
of orders is speculative.
“The week ending Aug. .31. our increas¬ ing business exceeded our shipments by
and pleases the national advertiser im- menselv.
Leading national advertisers and
Each week’* new yolnme of teaton- able line* helps to broaden the thoughts of a continuously new public, and to prove the unlimited possibilities for classified adve^ tising.
$2.50,000, notwithstanding the fact that we agencies subscribe to clipning serv- delivered to the trade our largest week’s ices which enable them to check up on
delivery this year. The corresponding just how far dealers are tieing up with week last year on smaller delivery to the the campaign. One babv carriage mami-
Clarence M. Rusk Service
For Newspapers
Harrisburg Pennsylvania
is an independent research or¬ ganization. It is not subsidized. Its support is entirely from news¬ papers and magazines, through the sale of its service.
Its wholly impartial reports are prepared expressly for the use of editors, publishers and special writers.
Its clients include more than sixty of the leading newspapers and magazines of this country, and .\merican correspondents of important foreign newspapers.
Elditorial Research Reports
trade, our unfilled order book decreased facturer makes it a practice to write every
dealer who features baby carriages alone
828 18th St., Wa*hington, D. C.
Editor & Publisher for October 31, 1925
15
The Key T o Ohio
National advertisers may reach the cream of the buying power of the entire state of Ohio through the six Ohio Scripps- Howard Newspapers.
Through one organization, arrangements may be made for local trade aid — introductions for salesmen — educational work with dealers and other valuable co-operation.
The Ohio Scripps - Howard Newspapers gained, in the aggre¬ gate, 50,808 circulation on the October 1, 1925 statements over the preceding period.
Combined rate only $1.15. Milline rate only $1.79. Total circulation, 641,192.
Every county of Ohio is reached by Scripps-Howard circu¬ lation. Detailed figures on request.
The Cleveland Press Toledo News-Bee - Akron Times-Press - ^
211,210 Cincinnati Post - - 185,142
87,604 Columbus Citizen - - 81,439
43,275 Youngstown Telegram - 32,522
Ohio Scripps-Howard Newspapers
Members of the A. B. C.
Represented in the national advertising field by
ALLIED NEWSPAPERS, Inc.
New York Chicago Cleveland Cincinnati San Francisco Los Angeles Seattle
16
Editor & Publisher for October 31, 1925
' -/
NEW YORK CITY AND STATE GROUPS URGED TO CO-OPERATE BY FRIENDLY
Business Manager of New York Sun Suggests New Association to Merge Interests of Present Bodies Addressing Syracuse Meeting
JAMES KERNEY HONORED dent, George H. Longan, news editor,
_ Kansas City Star; secretary, Kennett
_ . » j • Clark, St. Louis correspondent: member
Trenton Time. Editor Awarded Honor- Advisory Board, W. C
ary M. A. by Lafayette College Van Oeve, publisher, Moberly Monitor- James Kerney, editor of the Trenton _
(N. J.) Times, was awarded the honor¬ ary degree of Master of Arts by La¬ fayette College, Easton, Pa., at the an-
Gen. Agnua Seriously Ill
Gen. Felix Agnus, formerly publisher
- nual Founders’ Day exercises, Oct. 21. of the Baltimore American, and the Balti-
^ , .. ... . . . In presenting him for his degree. Judge more Star, and veteran of the war of
CYRACUSE was the scene Oct. 30 and publishers responsibility to his readers. £. J. Fox, of the Lafayette Board of Napoleon III. against Austria and the
31, of the annual meeting of the New Nothing has a more direct bearing on Trustees, said: “In recognition of his .American civil war, is seriously ill at
York State Publishers’ Association. the business office than the publisher who public service abroad during the war, his residence in Baltimore. Gen. Agnos
The annual dinner was held Oct. 30, is honest, sincere, straightforward and anj of his services as a leader in Tren- is 86 years olffi
with Edwin S. Friendly, business man- whose staff follow^ his ideals in making I wish to present Mr. James Kerney ager of the New York Sun, and James his newspaper. The paper, of course, {qj. honorary degree of master of
W. Brown, publisher of Editor & Pub- must have accuracy, truthfulness and arts.” ^ ^ ^ ]
USHER, the chief speakers. avoidance of exaggerated presentation of _ _ _ It
Mr. Friendly urged co-operation be- news. A newspaper so constructed gath- MmsniiRi A p rpniip mpftq m CJW
tween New York City and state pub- ers unto itself reliable, substantial, pros- »«SSOURl A. P. GROUP MEETS | I
Ushers, suggesting a third association be perous readers who in turn make for a - — .. v- I ^ iTJvl
formed to merge the interests of the New productive circulation. This kind of cir- Resolution Commending Kent ■ I ^
York City publishers and the New York culation is invaluable to the advertising Cooper — ^Jeffries Re-elected President lyC
t St. Ix.u.s, pct,26.-Missouri men*.,, VV-t 1110111^6 &
State publishers. “By effective co-opera- department, as it constitutes the kind of jcc.,..;
«o„ between .he New Vo.k Ci,y pub- peojje mos. advertiser, a,, trying ,n
er,/mo,? efficlive UgMafen will fesu^^^^ -Newspaper circulation, cannot be
which, if conducted by either association measured with a yardstick. Fifty thou- i.-a- f ^
separately, would be unsuccessful,” he sand readers of the kind of newspaper commending the work of Kent
said. ue , I have just described are worth far more Cooper recently appoint^ general man-
“The mutual interests of all New York in advertising rate per line per thousand Hotel Jefferson,
publishers in the Associated Press and than 50,000 readers of a newspaper that t. l . r- j t- r- **
other news gathering organizations should is careless in its presentation of news and r i j- • ^ • '-Jitter,
be a matter of conference and agreement, .advertising. JL k division su^rinten-
All legislation affecting newspapers or “No newspaper can be successfully run N bureau would Ite estat^
other interests should be considered and without money. Most of a paper’s income • j”
as far as possible agreed upon in order comes from advertising. Advertising S'
that mutual interests of upstate publish- must be profitable, or it will cease. The . ® I*® transferred
ers and New York City publishers should most profitable advertising is truthful. -j.. f„ii„, m ^uis.
be best served
ved. Special’ attention to an Unless truthful it cannot live. And by elected :
of attitude should be estab- profitable I mean profitable to the adver- ? , ^ f>.J- Jc‘f'‘>es, Publisher, //a«n».
JLi^ Sundbay ^ ciiculation west" of St Louis Los Angeles
EXAMINER
agreement of attitude should be estab- profitable 1 mean profitable to the adver- lished on all labor matters affecting tiser.
.either or both upstate publishers and “The free publicity evil is constantly New York City publishers. Transcripts growing, and should be very carefully of all proposed contracts should be sub- guarded against by publishers. However, mitted by upstate publishers to New I don’t believe that a newspaper should York City publishers, and vice versa, be- refuse to print a story if it has news fore negotiations are begun with the value just because it contains the name unions, and information regarding any of an advertiser ; neither should it elimi- unusual developments during negotiations nate the advertiser’s name, as, if the ar- shoiild be communicated. tide has news value, it destroys the value
“In order to achieve the greatest effi- of the story to eliminate the name, ciency in the accomplishment of the above “Many newspapers do not pay enough results, while there should be a New York attention to their own publicity, to the City Publisher®’ Association and a New advertising of themselves in their own York State Piblishers’ Association, there newspaper and in other newspapers and should be a third association merging the trade papers. Newspaper publishers can- 'interests of the two which should meet not give too much attention to their own not less often than once in six months for announcements.
the consideration of questions mutually “Frank Munsey, owner of_ the Sun, important and for the preparation for gives an unusual amount of time to the any prospective emergencies. text and typography of every important
“A question which such a combined or- message of his newspaper. Men like ganization ought at the present time to be Franklin Simon of Franklin Simon & Co. considering is a formulation of some plan and Jesse I. Straus of R. H. Macy & which will make more effective and val- Co. are equally particular, uable the school at Ithaca, particularly “To sum it all up, if a newspaper can the photo-engraving school which has make its staff have an ownership interest just been established. Unless some well in the newspaper the property will have thought out plan makes it certain that the a good chance, of being successful. Too graduates of the photo-engraving school few men in the average newspaper staff are retained in or about New York, the get the angle of the owner of the prop- union may send the graduates to widely erty to realize what his ambitions are. If scattered places so that we will get little newspaper men will conduct themselves benefit from the operation of the school.” in their daily work as though they were Mr. Friendly continued: part owner of the property and represent
“It seems to me there is no more im- the newspaper in that spirit the accom- portant thing to a newspaper than the plishment will be very great.”
THREE LINOTYPES
bal Courier-Post, re-elected; vice-presi-
2 MODEL 9s 1 MODEL 4
Perfect Running Condition WHAT’S YOUR BEST OFFER
Clothing is second only to food as a Barometer of Business
The first material need of all people all the time is food — the second, apparel. Food is bought primarily to sustain life — sec¬ ondarily, to please the sense of taste. Clothing, primarily to protect the body from exposure — secondarily, to please the aes¬ thetic sense.
In Cincinnati it is impossible to draw a line between the primary and the secondary bujring motive. The standard of living aver¬ ages so high that palatability, attractiveness and convenience are demanded of a grocery product as insistently as nourishment. Every man, every woman and every school child in Cincinnati insists upon wearing clothing that looks well and fits well and wears well.
Hence there is no better gauge by which to measure the buying power of this city than that furnished by the retailers of gro¬ ceries and by the merchants who deal in suits and cloaks, under¬ wear, hosiery, boots and shoes, hats, caps and millinery, furnish¬ ing goods and apparel for men, women and children.
In an earlier advertisement we have told you that the Cincinnati Times-Star is the second six-day newspaper in the United States in the amount of food advertising carried.
For almost eighteen consecutive years the Times-Star has been, as it now is, the leading medium of the Cincinnati trading area for the advertising of apparel.
This iniheates that the merchants who deal in wearing apparel find their most responsive audience among the readers of this newspaper. The fact that a merchant does advertise these things in the Times-Star is presumptive evidence that his merchandise is good, honest value at its price, whether the price be high or low. If it were otherwise he could not afford to advertise in the Times-Star. If his merchandise is good, honest value, he cannot afford not to do so.
The same reasons that make it safe for you to buy the groceries and articles of apparel that you see advertised in the Times-Star also make it safe for you to buy a home, an automobile, a piano, a suite of furniture, a set of tires or a radio from a Times-Star advertiser.
THE ARGUS COMPANY
ALBANY, N. Y.
Machines used on The Argus newspaper before publication was suspended.
ONONM'n TMES-SM
CHARLES P. TAFT, PublisbT C. H. REMBOLD, MMaager
Member of Audit Bureau cf Circulations
Editor & Publisher for October 31, 192 5
Business Review
or other rfiahtro a^en.
iisin^ ya^es will caM^ loopoo lines of local display adve’^sin^ annualljf Jor Jon-
Your overhead expense is not in¬ creased one penny. We secure this advertising from non-advertisers. Our men are competent and reliable, trained to secure this class of business.
Write for details of our plan. Let us explain how we become a part of your organization and work in harmony with you.
well known dailies now using Briggs* Service
Thomas W Briggs (9.
HOME OFFICE COLUMBIAN MUTUALTftwfelC^
MEMPHIS.TENNESSEE
18 E d i t o r & P u b I i s h e r f o r O c t o b e r 3 1 , 19 2 5
JOURNALISM TEACHING GAINS IN IMPORTANCE !
Nearly 70 Colleges Now Providing Instruction in Newspaper Work — Student Dailies Contribute i Laboratory Elxperience — How the Daily Iowan Is Conducted I
includes three linotypes, a model E Duplex press, Miehle and Gordon job presses, cutter, stitcher, rotary saw and router, steel furniture and makeup banks.
Connecting the shop and editorial r-xims is the business department, in charKC of a company manager and business man¬ ager.
The Daily Iowan is controlled by Stu¬ dent Publications Incorporated, admin¬ istered by a board of trustees composed of five student and four faculty members. Each spring the board elects the heads of the six publications which it directs. .\n aggregate of $82,000 gross business was transacted last year.
' I 'ri-ACtllAO ot journalism is assuming more importance than ever before in the educational system of the nation.
As the fall term gets under way, thousands would-be news- paper men and are en- rolled in nearly 70
VV. S. Maulsby
live
news-features to dress
The composing room of the Daily Iowan, University of Iowa daily, which car¬ ries the Associated Press report. The paper owns its mechanical equipment valued at $43,000 and did an $82,000 gross business last year.
Beyond is the editorial department with ,tlie office of the editor.
The composing room which occupies half of the first floor represents $43,000 of equipment and prints not alone the Daily Iowan, but five other campus jieriodicals as well. The day mechanical force, printers, operators, stereotyper, and pressmen are full-time workmen. A student force supplements the day per¬ sonnel of the shop at night. The shop
your newspaper
ously journalism work was offered as ^ire in the news department to the clatter part of the English curriculum. of its linotypes in the composing room.
This same step will be taken by Stan- (he Daily Iowan is a representative news- ford University in California, which jjaper plant, and also it is distinctly a opened a journalism department, Oct. 1, student enterprise, directed financially, under the direction of Dean E. W. Smith, editorially, and for the greater part of its replacing a course formerly a division operation, mechanically by students, of the department of English. Managing editor of the Iowan is Philip
Prof. Henry E Birdson of Butler son of E. P. Adler, president of the
College, Indianapolis, has also enlarged Leg Syndicate of Newspapers, his course to the status of a departmei^ The first and second floors of the Jour- Students theie for the first time in 40 building, a block from the gates
years are editing a daily newspaper, the University, are devoted to a pub-
lishing plant. The central news room into which the reports of city. University, and world hapenings are brought day by day occupies the second floor. Four division edi¬ tors are grouped about the general copy desk in the outer office, each desk editor being in charge of a page of campus i(Kal, women’s, and sports news. The preparation of each day’s copy and the arrangement of the first page is done by the night editor, who sits in the slot of the semi-circular desk and is in charge of the paper for one issue.
CURRENT NEWS FEATURES. INC.
STAR BLDG.
WASHINGTON, D.C.
An Untapped Supply of Type on Slugs
|HERE is a flexibility about the Ludlow system of composition that appeals to the newspaper plant regardless of size.
Under the ordinary pressure of display composition it hums along at its task, but it is the exceptional job — the big special issue, loaded with big and little display lines — that really proves the capa¬ city of the Ludlow.
Every Ludlow, literally, represents an untapped supply of type on slugs — it stands, always ready, at a touch to produce as much display composition as is desired in an unvarying excellency of quality. Just keep the metal pot full and the composition will be up in record time.
But the real value of the Ludlow is in its day-to-day capacity to produce beautiful display lines that liven up the paper and make the advertisements more attractive and readable.
Examine any paper — if the type is new and clear without broken or worn letters — if the italic is full-flowing, close-fitting and free from broken kerns — if the whole paper is livened by at¬ tractive display in the most popular faces — that paper is almost invariably Ludlow equipped.
Philip Adleb
Our Customers Write Our Ads
The Geelong, Australia, Advertiser Says —
“Every day we find more cause for satisfaction in our DUPLEX TUBULAR press.”
Ludlow Typograph Company
2032 Clybourn Avenue, Chicago
San Francisco: .S Third Street New York: 6.1 Park Row
Atlanta: 41 Marietta Sti set Boston: 261 Franklin Street
Duplex Printing Press Co.
BATTLE CREEK, MICH.
LUDLOW quality COMPOSITION
Hour Adbineitisn^llallars libre Divided TheBist Nine IdDifflis
There is no proof of an advertiser’s preference as strong as his CHECK BOOK. Figuring the linage of the three Birmingham papers for the first nine months, at the national rate, the adver¬ tiser’s check book speaks in no uncertain terms, an overwhelmingly strong endorsement for The News. This preference is based, not on newspaper claims or theories, but on actual results, cov¬ ering a long period of years. With apologies to Chesterfield — "SUCH POPULARITY MUST BE DESERVED.’’
Out €f Bvw ^5^ spent
NOW FOR UNAGE FOR THE FIRST NINE MONTHS
Combine the totals of the second and third papers, then add 27% to get the enormous linage carried by The News. Three words fully explain this tremendous leadership. “RESULTS
ALONE, COUNT.’’
I News Age Herald Post
Local . 8,550,626 4,005,428 2,737,350
Classified . 1,492,400 1,123,396 236,040
National . 2,100,532 1,045,478 395,192
Totals . 12,143,558 6,174,302 3,368,582
NET PAID CIRCULATION GREATER THAN
75,000 DAILY 87,000 SUNDAY
(She Nctxis
THE SOUTH’S GREATEST NEWSPAPER
National Representatives
Joel C. Harris, Jr., Atlanta
Kelly-Smith Co., New York
Kelly-Smith Co., Chicago
20
Editor & Publisher for October 31, 1925
LATEST INSURANCE ADVERTISING TREND
E. A. Collins, Conference President, Sums Up Situation, Pointing to Scepticism Among Magazine Advertisers as to Results and Leaning Toward Use of Newspaper Space
64CCEPTICISM prevails among insur- ^ ance firms now using magazine ad¬ vertising pages. Many are doubtful they are obtaining the proper measure of results.”
And Edward A. Collins, secretary of the National Surety Company, who, as president of the Insurance Advertising Conference, made this disclosure this week to Editor & Publisher, declared the trend was definitely toward the use of newspaper space.
Without mentioning firm names for publication, or quoting individuals, Mr. Collins left no misunderstanding in this interviewer’s mind as to the impression
$33,750.00 Pay Roll Stolen!
1.^0 Saturday four Chicago bandits held up 16 employet of International Harvester Company and ordered the Manager to ''nim ovtt that payroll.**
XOSS was fully covered by our Payroll-Robbery prdicy ait>J payment was made by us today (jwal 2 days).
Rewards Offered
We now offer a Reward of 10% of the amount directly recooarad and applied on our km through the apprehen- ron or killing of any of these handrts, this Cxvnpany to be the aoie jucl^ of who is entitled to share ts any reward.
BROKERSI
We itill have the courage to write PAYROLL HOLD- VP POLICIES
NATIONAL SURETY
COMPANY
ctpiM ■ sitMejm
Copy showing how newspapers are being used by insurance firms
he wished to give. It was that he was in close touch with insurance advertising executives, and that among those steering appropriations towards the so-called na¬ tional media there was decided doubt as to the power of magazine pages either to spur insurance dealers to action or create actual sales.
“The trend among insurance companies in the United States and Canada is de¬ finitely toward newspaper advertising,” Mr. Collins said.
“I do not look immediately for insur¬ ance home offices to create special appro¬ priations for general newspaper advertis¬ ing. That is still considered too ex¬ pensive.
“But more and more will be done by progressive companies towards assisting
agents in placing copy in their local news¬ papers. Advertising copy, as in some cases now, will be furnished them, and arrangements made to help them finance local advertising investments.
“Already some companies are assisting their agents by offering larger commis¬ sions, with the view that a percentage of each commission should go to building up future business by advertising. Others are agreeing to pay 50 per cent of the newspaper advertising cost.
“After all, insurance advertising is yet in the experimental stage. The great awakening is still around the corner.
“There are about 500,000 people selling insurance of one sort or another in this country today. Each one of the half million is a potential newspaper advertiser in varying degree.
“These agents, however, are apathetic. Today of the half-million there are not 25,000 who conduct their businesses like modern business men. The majority of insurance agents are not progressive, and, in consequence, they do not improve as other lines do.
“In this, of course, there are notable exceptions. One, particularly, is, I be¬ lieve, worthy of mention.
“During the past few years, Roswell Phillips, an insurance agent of Scranton, Pa., has built up a $100,000 insurance business. Phillips left the advertising department of a newspaper to sell in¬ surance. The first thing he did was to sign a contract for regular advertising in the local newspaper.
“He didn’t submit tombstone copy either. His advertising was personalized. It consisted of a picture of himself and his address, with space in which each day he placed some interesting fact, theory, or item, regarding insurance.
“As an example, when Mr. or Mrs. Jones had a baby, Mr. Phillips would clip the item from among the briefs, caption it ‘Congratulations,’ and underneath it tell how many parents are preparing for the future of their children by endowment insurance policies. Each day it was dif¬ ferent. Most frequently his text was based on some local event.”
In more general terms, the present ad¬ vertising situation, as summed up by Mr. Collins follows ;
Of about 600 insurance, assurance, surety, fire and casualty companies in the United States and Canada, only about 200 are in any sense of the word alive to the possibilities of advertising. While virtually all of them have advertising appropriations, the bulk of money goes into booklets, calendars, blotters, copy in the trade press, etc.
Those who have become general adver¬ tisers may be numbered on the fingers. Chiefly they include: the Metropolitan Life Insurance Company; the Hartford
Fire Insurance Company; the Aetna Life Insurance Company; Phoenix Mutual Life Insurance Company ; Home Insur¬ ance Company ; and the Insurance Com¬ pany of North America.
An index of the kind of advertising these firms are doing may be found in winners of what is called the Holcombe trophy, offered each year to the member of the Insurance Advertising Conference, who over a period of 18 months, has accomplished the most outstanding ad¬ vertising achievement in the advertising business. This trophy, a silver cup, was first offered two years ago by John M. Holcombe, who was then president, and is now chairman of the board of directors of the Phoenix Mutual Life Insurance Company. Last year it was won by the Metropolitan Life Insurance Company.
This week the Holcombe trophy went to the Hartford Fire Insurance Company, of which John W. Lonj^ecker is adver¬ tising manager. C. King Woodbridge, president of the Associated Advertising
Oubs of the World, was chairman of the jury of award.
The writer was given an opportunity to look over the “advertisement achieve¬ ment” judged the most outstanding by the Insurance Advertising Conference. In book form under the title “The Helping Hand of Insurance,” specimens of copy placed, and statements on results obtained are gathered for inspection of the judges.
The company paid for advertising copy placed in two general magazines, the Saturday Evening Post and the Literary Digest. The account was and is still being handled by Calkins and Holden, Inc., New York agency.
Keynote of the copy in every case was a witchlike figure picturizing fire. In a statement outlining the purpose behind the magazine drive, it was stated that the advertiser sought to “convict” the general public, for the “appalling waste” caused by fire.
This magazine copy, the cost of which (Continued on page 42)
Add human interest to your 1
Washington news with \
the gentleman from \
^ our new
cfNATE feature
®SRelase November Z3rd 4 White St. © New York
l)i£ Highest StaNDARD
TheseThingsWe Know:
How “Wilke’s” Type Metals Are Made —
We know they are alloyed from the purest ingredients, under the supervision of expert chemists and metallur¬ gists, in a thoroughly modern plant. We make it our business to manufacture “Wilke’s” Type Metals up to the very highest standards of purity and uniformity — standards which we created.
What “Wilke’s” Type Metals Will Do —
W^e know that users of “Wilke’s” Type Metals continue to giv6 us their business because they get the results they seek — clear, sharp and solid type, slugs and plates. Often where other metals have failed to give satisfac¬ tion.
That You Will Be Pleased With Results —
W^e know that the list of newspapers finding it to their advantage to use “Wilke’s” Type Metals in Composing Rboms and Stereotyping Departments is constantly growing — and that you too will be pleased with results in your own plant.
“Wilke’s” Type Metal Insurance Plan is your assurance that your metal sup¬ ply will always be in perfect con¬ dition. Complete details on request.
Metals Refining Company
HAMMOND, INDIANA
Warehousea in All Principal Cities
LINOTYPE . INTERTYPE . LUDLOW . MONOTYPE . STEREOTYPE
Editor & Publisher for October 31, 1925
21
Model 25
T wo standard main magazines interchange¬ able with other Lino¬ types. Faces from both magazines mixed in the i same line.
All magazines quickly | changed from the front.
[
Can be supplied to cast either or 42 pica maximum measure
Model 26
Just like the Model 25 with the addition of two standard auxiliary magazines.
All magazines operated from a single power- driven keyboard.
LINOTYPE^
NEW ECONOMIES
T hrough MIXED Composition
The ability to set different faces continuously from all magazines, mixing them when desired in the same line, has established new. standards of com¬ posing-room economy, not only on intricate ad¬ vertising composition, but also on . body matter, classified ads, market and display headings where an instant change from one size to another means a saving in time and a corresponding increase in production.
MERGENTHALER LINOTYPE COMPANY
Brooklyn, New York
SAN FRANCISCO CHICAGO NEW ORLEANS ^
CANADIAN LINOTYPE LIMITED, TORONTO Agencies in the Principal Cities of the World
Composed entirely on the LINOTYPE in the Benedictine Series except for enlarged title line
NEW WEEK-DAY RECORD
SAMPUNG ON BIG SCALE
NEWSPAPER MAKERS AT WORK
St. Louis Post-Dispatch Prints 76-Page Regular Edition
With 76 pages containing 488 columns of paid advertising, the St. Louis Post- Dispatch of I'Viday, Oct. 23, established a record for a regular week-day issue of any metropolitan newrspaper. The IVash- ington Herald published 70 pages, with 439 columns of advertising on Dec. 14,
1923.
The Miami Herald was the only one other newspaper to equal the Post-Dis¬ patch achievement, for which Florida real estate advertising was responsible.
Of the Post-Dispatch advertising, 422 columns were local, the remaining 66 col¬ umns being national and classified.
Famous & Barr Company, a department store, used 15 solid pages and most of an¬ other page to advertise St. Louis Day,
Saturday. This is believed to be the larg¬ est volume of advertising ever used by one store in one paper and for one day’s selling. This store used a total of nearly 24 pages in St. Louis newspapers for this one-day event.
Stix, Baer & Fuller Company used seven pages in the same issue to adver¬ tise Opportunity Day. A total of more than 12 pages was devoted to this store’s one -day selling.
Famous & Barr Company’s tremendous _ __ _ _ _ _
volume broke the record established a which big circulation gains can be made Tribune-News, week previously by Nugent’s, which used over night in the opinion of John Cowles, John Cowles 11 pages in the Post-Dispatch. A total associate publisher of the Des Moines the reportorial of 18 pages was used in the St. Louis Register and Tribune-News. a student at 1
newspapers for this event. ^ good product aggressively merchan- being graduaU
Still another St. Louis advertising rec- dised over a long period of time is the where he serve ord was broken in this week. Scruggs, only way a sound circulation structure Crimson, stude Vandervoort & Barney Dry Goods Com- can be developed, he declared in an inter- ness staff of h pany used eight pages each in the Globe- view for Editor & Publisher this week, ate publisher. Democrat and Post-Dispatch on Sunday, “Next to the managing editor’s job that in 1924 you Oct. 18. of the directing head of the circulation oenetratinir Ri
Cleveland Times Covering Suburbs With 97,000 Extra Copies
An experiment in circulation promotion has been undertaken by the Cle~c’eland Times, with the result that an edition of 130,000 copies is being published every Friday, the 97,000 excess over the cur¬ rent net paid circulation, based on the Oct. 1 statement, being placed directly into 97,000 homes in greater Cleveland, which includes Lakewo^, East Qeveland, Cleveland Heights, Shaker Heights, Euclid Village and other suburbs sepa¬ rated' from Cleveland proper only by streets.
In starting the edition, the publishers announced that the object was to ac¬ quaint all Cleveland with the Times and place it where it had not yet been seen.
Classified wants on page 46.
SaorlD
‘Sell your paper” — John Cowles
'These two newspapers of¬ fer the most powerful all¬ day service in New York available as a unit under a single contact. The 650,000 Daily World — Evening World readers constitute a highly concentrated force to be reckoned with in any campaign designed to effect distribution in Greater New York.
rftc mox\xf
PuUtw BulMbig, New York Tribuna Tower, Chleaco
;ction. ^ 1074 Tbp re VV’hcn asked what he regarded as the
MU 'issue carrSd 1^492 li2s‘ of adver- aggressive newspaper in the country
.III I. circulation way, Mr. Cowles replied
_ “the Chicago Tribune.”
“If the Chicago Tribune were published OAKLAND EXAMINER DROPPED in New York instead of in Chicago and
_ pushed as hard in a circulation way as it
lorning Time, Succeed, It A, now is I shouldn’t be surprised if it would * . £ c r c • have twice as much circulation as any
Circulation Ally of S. F. Examiner q£ standard size New York papers now
The Oakland (Qd.) Morning Times, have,” he added.
diich has been kept alive for a number The Des Moines Register and Tribune- f years by the daily publication of a News, of which Mr. Cowles is associate mited edition from the plant of the Oak- publisher, has 160,000 daily and 135,000 ind Post-Enquirer, has been enlarged in Sunday circulation, which is said to be the Drm and will hereafter be circulated with largest in the world in a city of 150,000. ie San Francisco Examiner, taking the its net circulation income is more than lace of the Oakland Examiner, which $l.(i()0,000 a year.
as ^en issued as an Eastbay edition of Twenty-one years ago, Gardner Cowles, le San hrancisco newspaper. publisher of the paper, bought controlling
The discontinuance of the Oakland Ex- interest in tlie Register when it had a cir- miner was caused by a ruling of the culation of 10,000. Sixteen years ago, Associated Press which holds that the the evening paper, the Tribune, was estab- ise in the title or head of a member Ijshed. In 1924 the News, a Scripps-
NEWSPAPER PRESSES AND EQUIPMENT
Hoe 8-column Sextuple 3-roll Right Angle Web Press, 48 pages — 2\y2" cut-off.
Hoe 8-column 64-page Octuple Straight Line Web Press — 2I)/2" cut-off.
Scott one-roll Two-page wide, four and eight-page Stereotype Newspaper Printing and Folding Ma¬ chine — Class UN.
Matrix Rollers, Steam Tables & Casting Boxes.
The DAILY NEITS, Si. Petersburg** Pic¬ ture Paper, has the largest circulation in the Sunshine (^ity.
The. DAILY' was started on March
sixteenth last. Its circulation is growing daily . . . On October tenth it reached fifteen thou'iand, without the aid of any circulation campaign.
It carries the flag of progressive newspaper achievement in Western Florida. Et'ery- bwly readx the ^Eff'S. Any bank reference.
Model 1, 3, 5, 8 and 15 Linotypes,
LAUNCHING SUNDAY EDITION
Lakeland (Fla.) Ledger to Start With 200-Page l,,ue Nov. 1
The Lakeland (Fla.) Ledger will print its first Sunday edition on Nov. 1. It will contain more than 2(K) pages, including an eight page magazine section, four pages of colored comics and other features, ac¬ cording to Earl Mullen, manager.
The Ledger has just completed the in¬ stallation of a new high speed Goss 24- page press, has added several new linotype machines to its equipment and beginning Nov. 2 will be one of the first papers in a city the size of Lakeland with two full leased wire services, Mr. Mullen stated. At this time full leased wires service of the Associated Press and International News Service will start.
Monotype Casters & Keyboards
Form Tables
©ixxmiWCNjews
rCPBTBXSBUROS PICTURE PAPER
Sixni^aw Nje
.SIPETEBSDUR^ PICTURE PAPER.
Write for current issue of the "Hall Broadcaster"
THOMAS W. HALL CO., Inc.
512 West 41*1 St. New York
Phone — Chickering 2307
Owned by Frank Fortune Pulver Edited by Major Alfred Birdsall
REPRESENTED BY
GEORGE B. DAVID COMPANY
NEW YORK: 111 East «kid Street CHICAGO: 111! Hartford Building
Editor & Publisher for October 31, 1925
23
I ■ I
there
The City of
Iron Steel Pottery Rubber
are reasons
for everything
Make
TRENTON
NEW JERSEY
Your Reason for Increased Business
— A city of 132, ()()() population.
— A trading centre for 225,000 people
— Where a slump in a few industries makes little difference, for it’s the
— City of diversified industries.
— Where a single advertising appropriation does all that advertising can do.
— It reaches them all.
©ronton STimpa
Daily 38,000 A.B.C.
National Representatives
KELLY-SMITH COMPANY
Marbridge Building Lytton Building
NEW YORK CHICAGO
Editor & Publisher for October 31, 192 5
I
THE MAN
To The Publisher:
I have been asked by our President, as the one who is responsible for its manufacture and subsequent behavior, to put into letter form my opinion of the PONY AUTOPLATE MACHINE.
As a manufacturing proposition it is a simple, clean-cut, straightforward job. The parts are few, strong, and easily made; they go together without trouble and seldom have to be readjusted, even under the severe require¬ ments of the testing stand.
As the machine is a unit and is powerfully built to withstand the punishment of hard daily work, we are enabled to box and ship it already set up, prepared for work, and nowhere has there been any difficulty on the part of a stereotyper in beginning promptly to make plates with_ it for his daily run. There is nothing for him to learn.
The fact that it clears a foundry of a lot of apparatus and makes space where there
FO
SCRANTON (PA.) TIMES JACKSONVILLE (FLA.) JOURNAL OKLAHOMA NEWS NEWARK (N. J.) LEDGER
PONY AUTOPLATE MACHINES ARE BEI!f
MOLINE (ILL.) DISPaI SALT LAKE CITY (UT^R CHARLOTTE (N. C.) REALTY PUBLISHlN(fNT( SAN FRANCISCO (CAlJS (2
Editor & Publisher for October 31, 1925
25
JO MAKES IT
wasn’t any, and that it cuts actual tons of lift¬ ing out of the stereotyper’s daily work, makes friends for it from the start. Outside of the foundry, the management likes its saving of time and the pressroom likes the better printing qualities of its plates.
So far as operating troubles are concerned, I can truthfully say that we haven’t any; our Service Department keeps us clear of them. Besides, the periodic visit of our service man to every office that has an AUTOPLATE machine is an educational factor of great value. It brings to a foundry news of the latest wrinkles in stereotyping, it prevents the deteri¬ oration of a machine through lack of knowl- ’ edge or neglect, and it makes every publisher ^ feel that we stand forever behind our machine ' to insure its giving him to the fullest extent * the service to which he is entitled.
Wood Newspaper Machinery Corporation
JOHN A. ISBGLL, Manager,
BEIIPOR THE FOLLOWING NEWSPAPERS:
DISPA
‘Y (U1 SGRAM . C.) 0
SHING fNTON, FLA. ) (CAI S (2)
WILLIAMSPORT (PA.) SUN LAKE COUNTY (HAMMOND, IND.) TIMES KENOSHA (WIS.) NEWS ELKHART (IND.) TRUTH
26
Editor & Publisher for October 31, 1925
11'
E D I
HALF-RATE ADVERTISING
^4 A UVERTISIN'G without publicity means that you are getting only half-value for your money.”
This classic is from the hand of the press agent of the Moon Motor Car Co., of St. 1-ouis, Mo.
It is contained in a note sent by that gentleman to Moon distributors and dealers, advising them that he is forwarding publicity direct to the dealers who should make a “personal” effort to get it printed in the newspapers in which they advertise.
If the press agent is right, and apparently many newspaper managements accept his view as they pub¬ lish automobile publicity by the page, automobile advertising is sold on a half-rate basis, under-rating advertising purchased by large local dealers who exact no free linage.
Considering publishing costs, many newspapers are doubtless printing automobile advertising, plus free publicity, at actual loss. The sort of publicity that most of the automotive press agents dole out is usually utterly uninteresting and in our opinion merely clutters the space. Some of it is doubtful propaganda. For instance, the copy that went out to Moon dealers, with the half-rate suggestion quoted herein, was pure propaganda for repeal of the excise tax on automobiles.
All honor to skillful “New York IV arid" correspondents who haz'e repeatedly penetrated Mussolini’s coveardly censorship, latterly re¬ vealing apparently genuine secret documents Tvhich connect the Dictator Premier with the Matteotti murder and as chief of an Italian Cheka.
MR. WALLACE’S LETTER
Readers of editor & Pubi-isher will leam with pleasure that the United States Fisheries .\s- sociation has not been quick to accept the adver¬ tising plan which, as announced in these columns, called for paid space in magazines and free publicity in newspapers. Mr. Wallace’s letter, appearing in another column of this issue, is appreciated and we are glad to set the matter right.
However the question may eventually be decided, it must be obvious to these business men that an ad¬ vertising plan which proposes to pay its way in one section of the press and graft its way in another is unsound in principle and will not deliver satisfactory results from the neglected side.
.Speaking of qualitative analysis of circula¬ tion: How much is it worth per thousand, to the ordinary channels of respectable trade, when gained through the publication of horse race dope?
A PRESS CURIOSITY
RIAL
The heart is deceitful above all things, and desperately wicked: who can know it?
I the Lord search the heart, I try the reins, even to give every man according to his ways, and according to the fruit of his doings. — Jere¬ miah, XVII; 9, 10.
ADVERTISING DEMOCRACY
Here is some remarkable news from Harry H. Field, late of London Daily .Mail, now travel¬ ling in the Far East : In tlie Japanese crusade for democracy the newspaper is playing an important role. On October 9 the Japanese press was given further recognition at a meeting in the Peers Club when thirty members of the Federation Demanding Reform in the House of Peers met to adopt a pro¬ gram for their campaign this winter.
The outstanding resolution passed at this important conclave and the one that is to be the corner-stone of their program calls for an advertising campaign in the newspapers throughout Japan to bring to the attention of the people the aims of this movement to reform the House of Peers.
It was determined to hold public meetings in all the large cities and to charge an entrance fee at each one. The money raised at these meetings will pay, in part, for the advertising, and it was also decided to raise a public subscription to further defray the costs of the newspaper campaign.
Baron \akagawa, the leader of this movement, is reported to have said that the reform is not to be made an issue of party politics as it is simply a movement seeking to perfect the constitutionalism of the country.
“It is imperative,” the Baron is reported to have continued, “that persons of nobility should realize the fact that the people have begun to attach less importance to titles of nobility. The public has be¬ come more and more rational and the intelligentsia have begun to voice their discontent against the spe¬ cial prerogative of nobles, which is not based on the welfare of the public.”
Thus the Federation Demanding Reform in the House of Peers is raising money by public subscrip¬ tion and by public meetings to effect a constitutional amendment through the constitutional means of ad¬ vertising in the columns of the Japanese* press!
OctoWr ,tl. 192.'! Volume 58, No. 23
EDITOR <5- PUBLISHER Published Weekly by The Editor & Publisher O).,
Suite 1700 Times Building, A2d St. and B'tttay, N. Y.
ONE of the curiosities of modern journalism is 77ic New's. published by the students of the three-year high school at Fountain Green, Ill. The town is eight miles from a railroad. It has less than 100 families. There are only 36 students in the high school. The paper has contracts with more than 100 advertisers and .Mleyne Barbe. its secretary, advises Editor & Publisher that “our paper has many hundreds of subscribers.”
We have just read the Hallowe’en Number, in tabloid form with 16 handsomely printed pages and a bright yellow cover. It might have creditably been produced as a weekly in any fair sized city. The news is well written and displayed with taste and the advertisements are representative of business in the rich section in and surrounding Fountain Green. There are many one-inch cards for doctors, dentists, barbers, lawyers and merchants, and some fine dis¬ play spaces for banks and experienced advertising re¬ tailers. We know of no newspaper published by a high school to compare with the. News, and there are scores of pretentious publications that display no such spirited business enterprise or editorial skill. Watch for a crop of smart newspaper men and women from Fountain Green, Illinois.
Marten E. Pew, Editor Arthur T. Robb, Jr., Managing Editor , Associate Editors
Warren L. Bassett Philip V. Schuyler
James Wright Brossm, Publisher.
J. B. Keeney, Business Manager.
Charles B. Groomes, Advertising Manager.
Mrs. H. Craig Dare, Classified Advertising Manager. James W. Brown, Jr., Promotion Manager.
George Strate, Circulation Manager.
Associated with The Advertising World of London.
Washington: J. Bart Campbell, Homer Building, Tele¬ phone Franklin 6636 or 4054.
St. Louis: Roy M. Edmonds, 1332 Syndicate Trust Building. Olive 117.
Chicago: L. B. Gilmore, Room 900, 30 North Dearborn St., Telephone Dearborn 5422.
Pacific Coast Office: Room 201, Sharon Building, 55 New Montgomery St., San Francisco, Calif. Telephone Douglas 5220. H. R. Drummond. London: The Advertising World represents Editor tc Publisher for the British Isles, 14 King Street, Covent Garden, London, W. C, 2.
Paris: G. Langelaan, 47 Avenue de I'Opera, Paris, Tokio: John R. Morris, Japan Advertiser.
Toronto: W. A. Craick, 60 Lympstone Avenue, Law¬ rence Park.
R— SARCASM, FISHBEIN
FJR centuries the medical profession has made a I ^ ' mystery of the business. The ancient medicine 1 man was regarded by the tribe as a sort of I divine magician. The typical modern medical man f j recu still surrounds himself with elements which lend f ^53 themselves to mystery. The scheme of the profession (jio.) has been to keep the public in ignorance of medical th« M matters. Prescriptions are written in Latin. A phy- agnrf sician’s ethical code protects him in various ways Rob from public intrusions. Physicians are notoriously (Mass backward press subjects. The medical assumption is ‘ Presid and long has been that medical affairs are much too 1 tbo Li sacred for public discussion. There are, of course, ' Wil some excellent reasons for the censorship. sportsi
Dr. Morris Fishbein, of the American Medical! Society, continues to make sarcastic references to I newspaper men who misuse medical terms. His { *** latest criticism appears in “American Speech,’’ a I magazine. He charges newspaper system with being ] faulty and lending to inaccuracy. He is constantly i referring to the “queer triple play, leg-man to tele- 1 phone to rewrite man.” |
Dr. Fishbein is ungenerous and does not take into I the S account the fact that his profession is merely reaping I porch; the harvest of its own planting. I w
Brooklyn man, reported dead, for social and business rea.wns advertises: "Pm alive." We’ll say he is.
NOW, WE FEEL BETTER
10 cents a copy, $4 a year; foreign JS; Canadian, $4.S0.
Twenty years ago, one beautiful Spring morn¬ ing, an excursion boat, which was crowded with boys and girls from a New York German- .■\merican Sunday school, out for a day’s excursion and picnic, took fire while going through Hell Gate, in the East J?iver.
Alarms were sounded and the present writer, who chanced to be calling at the north end of Manhattan Island, was the thjrd reporter to arrive at the s'.ene of the disaster. From the pier we saw in the distance the General Slocum wrapped in flames, a ghostly spectacle. .\ fire tug was just entering the slip where we stood, her rear deck piled high with the bodies of children and women, rescued from the water, and we recognized Fire Chief Croker and called to him: “How many are dead out there, chief?” Instantly he replied, “There are a thousand dead”.
We rushed to a telephone in a dirty little confection¬ ary store nearby and got the office. “Flash a thousand dead — Steamer General Slocum is afire in Hell Gate- Quote Croker as saying a thousand dead” and then went on with the details of the story.
A solemn rule had just been adopted by the press association we represented at that time, in the interest of news conservatism. This editorial is intended to atttack the principle of such rules. To avoid over¬ estimation of casualties in railroad wrecks and similar disasters all desk editors had been ordered to arbi¬ trarily cut in half or more the first estimates of dead.
For twenty years we have been harboring a sense ot injury and outrage that our reportorial enterprise, or luck, or what you will, in first reporting that 1,000 was the official estimate of the General Slocum dead, was through an arbitrary rule cut by a desk editor to “200 dead.” The final count of the General Slocum dead was 1,021, and that figure is written in marine history. Fire Cliief Croker was the sort of man who knew what he was talking about when the subject concerned his business. No desk editor in New 'I’ork or elsewhere had power to divine truth which in any degree compared to Croker’s quick ability to estimate losses on the scene of a fire.
Newspaper men are prone to talk of the “good, old times”, when men were men in journalism, and scoff at present day ultra-conservatism, but there is not a desk editor of the present generation that would cut by eighty per cent a staff reporter’s estimate of dead in a disaster, particularly when it was supported by the quotable word of the highest authority on the subject. That sort of nonsense was the exclusive privilege of the good, old editorship of 20 years ago.
The best general rule that obtains for journalists is: Use common sense and break all office laws that con¬ flict with it.
jsm
Editor & Publisher for October 31, 1925
has joined the service department, suc¬ ceeding Thornton B. Hall, who b^ame secretary to Publisher F. G. Huntress. William S. Chaney has joined the Ex¬ press-News soliciting staff.
FOLKS WORTH KNOWING
James Joyce, from telegraph editor, ll'ichita Beacon, to Cleveland (,0.) Press staff.
L. F. Brewer, from managing editor.
pORNELIUS VANDERBILT, JR., Hazel Freeman, of the advertising de- "l, I?.
publisher of tabloid newsi«pers was partment, New York Herald Tribune, -'lassacnusetts
taken ill this week at his hotel in Atlanta, sailed last week for a two week’s business
Ga. On Oct. 28, he was reported resting trip to Bermuda to promote resort ad- ‘ ^
easily and physicians predicted his speedy vertising there. ^
ttcovery. M'"- Vanderbilt was gassed (ieorge R. Taylor of the real estate ad¬ juring the VVorld War, the fumes affect- yprtising department. New York Herald
rONGRESSMAN Joseph W Martin -i^^^dyUrZn: to telegraph
Jr., who represents the Fifteenth editor, Coffeyville Daily Journal.
Congressional District is very
Bay State has sent to Washing-
5^ his jawbone. His present illness is an^'formerly’oT the P/»iw7/- H^fs^the
man! a recurrence of this infection. Evening Bulletin, is to be married -
' Asa W. Butler, editor of the Albany ,,n Nov. 7 to Miss Emma W. Fetterolf of (Mo.) Capital, and former president of Philadelphia.
the Missouri Press Association, has re- Harrv G. Swanson has joined the radio (Mass) E^-enin: signed as state oil manager for Missouri. ,iepartment of the New York Herald Chronicle.
Robert Lincoln O’Brien, editor, Boston Tribune as a solicitor. He was formerly Rom in North (Mass.) Herald, recently spoke on “Our with the New York World. Attleboro in 1885
Presidential Puzzle,” before members of - he started his
the Littleton Lyceum at Littleton, Mass. |p] the EDITORIAL ROOMS newspaper career
lend ssion dical phy- ways ously on is 1 too
years, manager and edi¬ tor of the North .Attleboro
•urse,
Klical Js to His
J. \V. Martin, Jr.
Willis Sharpe Kilmer, Binghamton HERBERT R. GALT, managing edi- o"*/ seven
sportsman and founder of the BmgAam- n p years old as a .i m .i,
twPrm, has returned from a trip abroad returned from a hunting trip in the ^ ^
where he purchas^ another horse to add Xorthern Minnesota woods. -Attletero high scliool he became asso-
to his racing stables. ciated with the .-Ift/rooro and several
Albert E. Harris, from city desk, Tair- nmit (Minn.) Daily Independent, to night city editor, Fargo (N. D.) Forum.
Walter S. Adams, from city editor, Knoxville (Tenn.) Sentinel, to managing editor, Sarasota (Fla.) Times.
Ralph A. Hoyle, from reportorial staff, Worcester (Mass.) Telegram and Gazette, to Bridgeport (Conn.) Times.
Lewis M. Nachman from assistant classified manager, T't. Worth Record, to classified manager, .Mnncie (Ind.) Ez'e- ning Press.
R. J. Stribley, Jr., from Dubuque (la.) Telegraph-Herald, to telegraph editor, Moberly (Mo.) Monitor- Index.
MARRIED
P. LEWIS,
tTENRY P. LEWIS, radio editor. Springfield (Mass.) Union, to Miss
tvms murnr,..,.,.. ana i^eMer, injured in an automobile acci- i,„_-
S L IBS been re-elected president of the New ,,ent four months ago, is now back at his ^Z\hhouah
t Hampshire Marketing Association. .1....1, Although only 41^ yea
tele-
: into aping
Major Frank Knox, publisher of the D^tr^IndePe^'^t years lajej achieved one of hi^s ambitions Lucille Wetsel Oct. 17.
Uimehester (N H I Union and Leader ' ■ 'II? - tnaepenaent, jj obtaining control of the North Attle- Laurence E. Andrews, Fitchburg,
Mmehester (W. H.J Umon ana Leaaer, miured in an automobile acci- ^ corre.spondent for the Worcestei
, . - . J jcars of age, he is (Mass.) Telegram, to Miss Olive Morano
.11 AT T • ui- ui- L t ‘'e®'*- among the leading Republicans in Massa- at Fitchburg, Oct. 18.
Abraham M. Lieblmg, publisher of t^ Qarence L. Moody has resigned as city chusetts. For nine years he served in \v T Van Cleve assistant business Daily Press recently purchas^ editor of the Lynn (Mass.) Telegram- ,he State Legislature and for the past manager' A/oryif//r' (\fo ) theSeelbach hotel. LoujsvdU, Ky. The Verju to take a similar position on the four years was the executive secretary Forum to E Caiher ne^ B^^^^^
pwmhase price was $2.SW,000. ^,incy (Mass.) Patnot Ledger. He has of the"^ Republican State Committee. 11^^; in MoSy, Mo. recentll
W.h. Muse, editor of the Mtuon CUy been succeeded on the Telegram-News ^hjie a member of the legislature he n,arles Frrert ritv rirrnlatnr
(la.) Globe-Gazette, formerly city editor by Paul E. Barron, formerly of the copy j,^came a close friend of President Calvin (Tex I Dailv Neiv^ tn Miss I’illv r^th
of the Cedar Rapids (la.) EWngdesk. Coolidge who was then president of the .^..^^ofMcI^nTex
Gazette, is visiting in the latter city en James Marshall, city editor of the Massachusetts Senate. „ .u ’ t- t' t-.t
route home from the Inland Press Asso- Seattle Daily Star, and Mrs. Marshall _ _ _ _ t Estlier Elfes, daughter
Chicago and an have returned from a trip to Alaska. * i ■ • • i- c Publisher of the Pine Knot
Gilbert Jarvis is now city editor of (Minn.) Colquet, to Eugene Nelson, of
J n..;;.. -r _ x- _ \r _ i. _ _ , r'
mom- I with rman- ursion Gate,
, who hattan s'.ene stance hostly where lies of nd we him; stantly
ection- }usand Gate— d then
; press nteresl ded to [ over¬ similar 3 arbi- f dead, ense of rise, or 10 ) was id, was litor to Slocum marine an who suhiect iv York in any jstimate
ood, old nd scoff is not a nild cut dead in I by the subject, rilege of
^lists is: ■at con-
meeting in Chicago and an have returned from a trip to Alaska.
.Maskan trip. He has frequently been Jacob Rachman known to readers of '/ \ Gotquet, to Eugene Nelson, of
„uke„, J l™„ S Cob? hU af* r!” ^ b'?vbfg“ »ig M MAl'Zp to'd*
W. C. S™™,. rfitor «( ,bc If a oi ,b;Tr» » ^ d™r,™en. M'a , (Wi,.)
(Ran.) Journal-World, was recently vertising and publicity manager for the iprrv Mntlin tcrmori Gard in Chip-
electeil president of the Kansas Baptist World Realty Company, Omaha, operat- Oct. 22.
.Association. ing eight motion picture houses. 'f ^ m ^ George Hazen Whitson, formerly of
- George Stevenson has resigned from rwimed ^ P the mechanical department Montpelier
IN THE BUSINESS OFFICE the Long Beach (Cal.) Press-Telegram u’ r ^ • u r . r i n a I- T Gertrude
WTII , TAX, T- orxr’u-oc T • • Staff to join a real estate firm. Steven- v “v ^ ^ Cortland, I-ruth, Quincy, Mass., Oct. 19, at Lenox.
WILLIAM I*. ROGERS, advertising Eas the second longest record in •,^*''’espondent of the Syraciwe (N. (^orge B. Neihert of the mechanical manager of the Bo.ston Transcript, active work on Long Beach papers hav- I e egram, has joined the Rahway department, .Vom-iV/i (Conn.) Bulletin, to
^ president of the .Advertising Gub of jng served the local press for 20 con- Record as managing editor. ^Ess .Agnes Enright, also of Norwich,
Boston, extended greetings to delegates tinuous years, at the International Direct Mail .Adver¬ tising Convention in Mechanics Hall,
B^o". on October 28. kTjournViyh now mariag^g edho^^^^^^ shooting partridges at Mr/ Peck’s
Rqbert_ M. Harper, business manager (he International Falls (Minn.) Daily country home at Shokan, New \ork.
Robert B. Peck and Forrest Davis of Franklin Merrit, formerly with the ‘h® staff of the New York
Superior (Wis.) Telegram and Milwau- f^crald Tribune spent several days last
of the £oj/ Moline (Ill.) Herald, has journal and Weekly Echo S- v'^^e-President of the j, Reddington of Ukew.Kxl, R.
Molme-East Moline Chamber of Com- j \ J reportorial staff of
the Providence (R. 1.) Journal and Bulletin.
T)oni«»lc .^rran-
Everett B Harvey, for the past four and a half vears business manager of the
Miss Deborah Corle, assistant to the society wlitor of the .Veic York Herald Tribune, has returned from a week’s trip to Washington atid \'’irginia.
HOLDING NEW POSTS
on Oct. 22.
Frank J. Connelli, telegraph operator of the Associated Press at the office of the Nonvich (Conn.) Bulletin, to Miss Ruth Pollard, Taftville, Conn., recently.
Helen Lilly of the advertising art de- l>artment of Chicago Tribune, to Maurice Reilly on Thursday, Oct. 22. The groom is a former Ohio I'niversify footb-dl star. Following the ceremony Mr. and Mrs. Reilly left for Cohiinhus, their future
Nezivrk (N. J.) Morning Ledger.
Hed .Mott has resigned as business a. Waller Lewis. Tr., Ashawav, R. I., ^ advertising manager of the Grand has joined the reportorial staff’ of the Kapuis (Minn.) Herald-Rc-,iew and Prtrvidence (R. I.) Journal and Bulletin. jomeii the 11 ashmgton (la.) Evening Michael F. O’Connor, city editor of the
Holxoke (Mass.) Transcript, has re- Carl F. Morrison, formerly proof turned to his duties after an illness, reader. Bangor (Me.) News and later Rae J. Barrett has returned to the rtpnrter and assistant advertising man- sporting staff of the Newark (N. J.)
of the Baufior Commercial, has as- Morning Ledger arned new duties as advertising manager Miss Fern Haggen has resigned as otthe Besse System Stores 111 that city, society editor. Devils Lake (N. D.) Daily C. M. Dunham, advertising manager Journal and gone to Goshen, Ind., to re- of the Coffeyville (Kan.) Daily Journal, side.
las several fractured ribs and other in- Thurlow Weed Barnes, telegraph lines, the result of an automobile crash. „,K rator of the Albany Evening News K. T. Boardman has joined the Palo and son of William Barnes, former piib- ■lllo (Cal.) Times as circulation man- lisher of the .■l//>rt>iy /oiirim/, has resigned t!?fr, and will direct the circulation of to enter publicity work.
^th the Times and the Redwood City James Gray, dramatic critic, St. Paul Eribioir. He started newspaper work Dispatch-Pioneer Press, is furnishing ® years ago on the Minneapolis Journal, the Disiwtch with a daily column headed liter becoming circulation manager of the “The World of .Art, Books and Drama.” Jui Francisco Chronicle and the Call. G. .A. Falzer, sports editor of the gently he was with the Santa Barbara Nezoark (N. J.) Sunday Call, is improv- •Cal.) .Morning Pre.ss. injj after having been struck by an auto-
L W. Neuheisel, formerly of the Mil- mobile, Oct. 24.
Wrotre Journal and the Mills Engraving Miss Modanna M. Todd, of San Gwipany, San Antonio, has succeeded Berdino, Cal., formerly of the San Fran- J»ck McGuire as service artist for the cisco Examiner, who joined the staff of ^ Antonio Express and Ez>ening Nezvs. the Newark (N. J.) Ledger last July McGuire resigned to go with the Service as feature writer, has been named Sun- Engraving Company. S. H. Needham day editor.
.son succeeds him as citv editor.
Republican, Oct. 27, in Springfield.
Stories for Children That Are Worth the Space!
The bedtime tales for juveniles written by Mrs. Florence Smith Vincent are FE.ATURES, not just fillers.
Countless thousands of children have heard her on the radio, and more than 20,000 members of this radio audience have written to her. Her books have gone into many editions. Librarians and teachers attest her gift for fascinating the little ones.
Mrs. Vincent’s stories will be a regular feature of the Central Press Asso¬ ciation’s complete and exclusive illustrated daily feature news service, begin¬ ning Monday, November 16.
Write today for proofs of this feature, one of many in the distinctive Central Press service.
®f)e Central ^ress ^sisnciation
V. V. McNitt President
Central Press Bldg. Cleveland
n. A. McNitt Manager
PS. — We produce the world’s best daily picture page.
28
Editor & Publisher for October 31, 1925
ASSOCIATION CHIEFS
NEW PLANTS AND EQUIPMENT
A MONO the press shipments from the New York works of R. Hoe & Co.,
Inc. last week was a new double-quad octuple for the Boston Post and another ’W^ILLIAM J. SMITH, president of n^ 16^age unit for the Jacksonville ” the Illinois Press Association, owns
the Waukegan (Ill.) Daily Sun and the Lake County In-
(Fla.) Times Union.
Aitkin (Minn.) Independent-Age building a new plant.
dependent, with
Bay port (Minn.) Herald has purchased his brother Frank
a Universal press.
Morris (Minn.) Tribune has installed
G. Smith. Following h i s
two variable speed motors for its Gordon graduation from
jobbers, also a Boston stitcher.
Bottineau (N. D.) Farmers’ Advocate has moved into a new home.
Clark (S. D.) Courier is having its thnekeeMr at "the home remodeled and has put in a new Thomas Brass & i^notype. Iron ^Vorks at
Doland (S. D.) Times-Record has pur- a week but wit^ chased an intertype.
Newspapers which have recently in¬ stalled the Ludlow system are: Miami (Fla.) Herald, Hawthorne (N. J.)
News, Mt. Carmel (Pa.) Item, Spring-
the Wa u k e g a n high school he took a position as
in three months h i s interest in newspaper work, obtained when
W. J. Smith
mi. i^urmei yra..) iiem, .jyrin^- u ; u
field Illinois State Journal, Evening , i ? r ® i i ,,, a
News, Sydney, Australia, and Marion local paper, attracted
rO '> V/nr Waukegan Daily Sun. He
■ _ left the $9 job to become a cub reporter
at $5 a week. Later he became the city SPECIAL EDITIONS editor of the Daily Sun and in 1906 with
pOLUMBIA (S. C.) RECORD, 88- purchased the Waukegan
^ page Progress and Prosperity edition, Gazette.
Qcf Ig r .7 conducted that paper for five
Fayetteville (N. C.) Observer, 30- a profit and for about
page National Publicity edition, Oct. 19. six months engaged in other lines of Christimi Science Monitor, Ohio edition, business but the call of the newspaper 22 too strong for them and in the fall
Columbus (O.) Dispatch, lS8-page .l^H they purchased the Waukegan annual Home Beautiful edition, Oct. 11. Sun and the County Inde-
Omaha (Neb.) World Herald, 24-page P<’['dfnt which they have conducted since.
Florida section, Oct. 4 Geneva (O.) Free Press, annual Fall Festival edition, Oct. 5.
Albany (Ga.) Herald, 160-page Ki
W. J. Smith until the present year has been vice-president from Illinois for the National Editorial Association, was treasurer of the Illinois Press Associa-
Richard E. Schultz has purchased the Akron (N. Y.) News Weekly, from Harry J. Childs, son of the former owner and editor of the publication. The present owner was for 17 years with the Batavia Daily News.
W. F. Toby, of Woodstock, Ont., has purchased from James A. Livingston & Sons, the Grimsby (Ont.) Independent, and the Canadian Sportsman. Mr. Toby was formerly connected with the Wood- stock (Ont.) Sentinel-Review and is a nephew of William J. Taylor, publisher of the Sentinel-Review and other On¬ tario daily papers.
Clinton (Ill.) Register, edited and pub¬ lished 39 years by the late George W. Hughes, has been purchased from the Hughes estate by Ellis and Willis Red¬ dick of Qinton. Willis Reddick, who will graduate from the University of Illinois School of Journalism next June, is expected to become editor and active manager. George A. Slusser has been managing the paper since Mr. Hughes’ demise.
George Ericson, until recently publisher of the Spooner (Minn.) Northern News, has bought the Brainerd Tribune of Miss Anna Himrod and Arthur Haase. Mrs. Ericson will assist in the publication.
Waukon (la.) Republican-Standard, weekly, was sold last week by Sheriff Ben Davis to meet creditors’ claims, to .\. P. Bock, former owner of the Re¬ publican.
Parma (Mich.) News, weekly, pub¬ lished for the past 11 years by William E. Beebe, has been sold to Rae Corliss, of Albion. Corliss has been on the staff of the Jackson (Mich.) Citizen-Patriot for the past two years.
Ray W. Gifford has sold his interest in the Westerville (O.) Public Opinion to his partner, A. D. Curfman.
Julian G. Kent is now directing the Abilene (Tex.) Timer, having purchased the interest of G. Fisk in the paper.
F. B. Whipkey has purchased from his brother, A. L. Whipkey, the latter’s ijj. terest in the Whipkey Printing Coinpanj, publishers of the Colorado (Tex; Record.
F. S. Pavit has repurchased the Canadian (Tex.) Record from C. E. Me- Kimson.
J. W. Munsell, who recently sold the Menard (Tex.) Messenger, has acquired the Richland Springs (Tex.) Eye Wit~ ness from C. H. Bentley.
Narrow Escape in Plane Crash
Roy Atkinson of Boston Post sustained bad cuts and bruises and three other Bos¬ ton newspaper men, Wilfred T. Price, American, Edmund B. Sargent, Herald and Munson T. Adams Traveler escaped injury when the Remington Burnelli air¬ plane, Miss Essex, one of the largest com¬ mercial aircraft in the world was wrecked in a forced landing in a plowed field at Seekonk, Mass., Tuesday afternooa Both motors suddenly went dead when the plane was at an altitude of 3,(X)0 feet It was only through the skill of the pilot, Lt. George R. Pond that the drop did not result fatally for the passengers.
The “E. & P.” of Argentine
Carlos Viale started publication this month of Periodismo, a semi-monthly magazine devoted to the interests of the newspapers and magazines of Argentine.
wanis convention edition, with 8-page three years and during the past
rotogravure section. year has held the position of first vice-
Galesburg (Ill.) Evening Mail, 8-page president of the Illinois Association, section devoted to new Illinois Power & During the Lowden administration he Light Corporation office building and was public administrator of Lake County, headquarters for the western Illinois - -
division. ON THE MECHANICAL SIDE
Burlington (Mass.) Daily News, s^techl c-iz-t-i:- x
University of Vermont supplement of 12 (^EORGE FICKE, for many years as-
pages, Oct. 24.
PRESS ASSOCIATION NOTES
sistant foreman in the pressroom of the Richmaitd News-Leader, left this week for Miami, Fla., to join the me¬ chanical staff of the Miami Daily News.
George Edward Fitz, for several years
JOSEPH L. JONES, of the United with the mechanical department of the J Press foreign department, will leave Webster (Mass.) Evening Times, has New York shortly to join the staff of the bought a printing plant at Brockton, U. P. London bureau. He will replace Mass.
Lloyd Allen, who after five years abroad -
returned this week to the press associa- WITH THE SPECIALS
tion’s home office. TJAMILTON-DELISSER, INC., New
John O Br.en who has been r^rting Xl York, have been appointed national warfare on the Riff front for the past advertising representatives of the Man- Xhree months has returned to the Pans ^jj^.fer (Conn.) Evening Herald. office of the United Press. ^ Charles H. Eddy Company, New York,
Edward McKernon, superintendent of has been appointed to represent the the Eastern Division of the Associated Buffalo Express nationally.
Press, was a guest of Attleboro (Mass.)
Daily Sun last week and was the speaker at a Chamber of Commerce dinner. Dur¬ ing his Attleboro stay, Mr. McKernon was the guest of J. H. Vallette, Sun publisher.
Charles J. M. Kelsey, of London, England, has joined the staff of the Kent Press Service as Springfield, Ill., correspondent and general political editor. Mr. Kelsey was formerly foreign corre¬ spondent at Cronstadt, Russia, for the London Daily Chronicle, and later, assis¬ tant to Sir Phillip Gibbs in the London office of that paper. Since his arrival in the United States, Mr. Kelsey has held the post of assistant city editor on the Minneapolis (Minn.) Journal. He is a graduate of Brighton College, Sussex, England. Charles E. Calkins, who has been chief correspondent at Springfield, will go to the Chicago office as super¬ intendent of bureaus. Lawrence H. Selz, managing editor, goes to Detroit tem¬ porarily, to open the new office there in the near future.
Associated Press has extended its leased wire system in Minnesota to the Iron Range, where the Hibbing Daily Tribune has been added to the circuit.
Otis Swift, manager of the Chicago United News bureau has joined the business staff of the United Press.
CHANGES OF OWNERSHIP
^ P. EASON, for 17 years the owner • and editor of the Winters (Tex.) Weekly Enterprise, has purchased the Curran and Fulfer printing shop in Ana¬ heim, Cal.
NATIONAL
LEADERSHIP
IN
CLEVELAND, OHIO
During the first six months of 1925, The Cleveland News (Evening) pub¬ lished a greater volume of National Ad¬ vertising than was published during the same period by the other evening news¬ paper in Cleveland,
When compiling your next schedule, consider this continued leadership in National Lineage on the part of
The Cleveland News
DAILY AND SUNDAY OHKYS GREATEST NEWSPAPER Represented by
GEO. A. McDEVnr COMPANY
ZS» Park Ave., New York •14 Peafda’s Gas BUg., Ckicsigo
Church Advertising An Asset
Newspapers all over the country are taking up the lance against “the great American scandal,” crime. All sorts of panaceas are being suggested, among them, religious education.
President Coolidge says, “We do not need more laws; we need more religion,”
Chief Magistrate McAdoo says, “The scores of criminal youth appearing before me have had no religious training, and therefore have no basis for character.”
The newspapers through allowing more space to church news and church advertising can be the strongest moral force in the country toward dimin¬ ishing crime.
This is not a statement of mere altruism.
Church advertising will prove itself an asset, bringing you
New revenue
New friends
New advertising copy
May we help you plan a church page in your paper?
Church Advertising Department
ASSOCIATED ADVERTISING CLUBS,
383 Madison Avenue,
New York, N. Y.
T
The Buffalo Express
ANNOUNCES THE APPOINTMENT OF THE
Charles H. Eddy Company
Chicago — NEW YORK — Boston
as its
NATIONAL ADVERTISING REPRESENTATIVE
Effective November First
1925
Robert S. Farley, 25 Beaver Street, New York City, will continue as special financial and steamship advertising representative
Editor & Publisher for October 31, 1925
WHAPS WHAT IN THE FEATURE FIELD
Introducing C. B. Dri»coll, New Syndicate Editor — American Writers to Discuss Religion for McClure — “Who’s Who in the U. S. Senate’’
^HARLES B. DRISCOLL who re- signed from regular newspaper work to enter the syndicate field, as managing editor of the Mc- Naught Syndicate,
Inc., New York, was for the past several years chief editorial writer and con¬ ductor of a col¬ umn on the Cleve¬ land Press, and has also been a frequent contribu¬ tor to the Ameri¬ can Mercury, The Nation, Country Gentleman and c. B. Driscoll
M c N a right’ s Monthly.
Mr. Driscoll claims that it was he who wrote and produced the original “scandal numlK'r” of a college newspaper. He be¬ gan newspaper work as a business as call boy for the IPichita Eagle. He was paid $4 a week for hauling sleepy carriers out of bed, beween the hours of 1 A. M. and 8 M.
I^tcr he became a muckraking reporter for the Omaha Daily Nezvs, and, he re¬ calls, was mobbed by gangsters for his pains.
He left that city for better work on the St. Paul Daily News, where he created and .edited one of the first pages of school news and features in the United States.
His next position was in New York as mail editor for the United Press. From New York he went back to Wichita as editor of the Eagle, the newspaper where he began as call boy years before. After
five years on the Eagle he went to the Cleveland Press.
The McClure Newspaper Syndicate, New York, is preparing a new symposium cf -American writers on “My Religion.’’ -Arrangements have already been made with Charles Norris, Inez Haynes Irwin, Fannie Hurst, -Alexander Black, Ur. Frank Crane, and Herbert .Adams Gib¬ bons. Negotiations are pending with other authors. The same syndicate is of¬ fering a symposium on the same subject by English writers, which is scheduled to begin in newspapers Nov. 1.
Preparing for the opening of Congress in Washington in December, the Editors’ Feature Syndicate. New York, is offer¬ ing a series of short personality sketches of each United States Senator, to run un¬ der the heading “The Gentleman from ...” The name of the author is held secret. The sketches are illustrated by -A. P. -Adams, newspaper artist.
-Alexander Woollcott, dramatic critic of the New York ll'orld, who writes a weekly theatrical letter distributed by the New York AVorld Syndicate, is to de¬ liver a series of lectures on the theater at the Guild Theater New A'ork, during November, December, and January.
Harry C. (Bud) Fisher, creator of Mutt and Jeff, returned to Europe this week on the Leviathan, the same ship on which he had arrived last week. The Countess -Aedita de Beaumont of Paris, whose engagement to the cartoonist has been announced, also sailed back on the Leviathan.
-A new love-problem serial, called “Con¬
fessions,” and written by Hazel Deyo Batchelor, has been added to the list of the Ledger Syndicate, Philadelphia.
The National Magazine Syndicate, 700 Huron Road, Cleveland, will begin the publishing of magazine sections in tabloid size for small dailies and country weeklies beginning Nov. 1. E. AV. Hayden, gen¬ eral manager, was formerly with the Linotype Company as a salesman.
Current News Features is releasing this week a series entitled “Lost Dollars” by M. B. Levick. This series exposes the methods of promotors of bogus securities.
-A success story in strip form called “Bound to Win” by Edwin .Alger was announced this week by the Bell Syn¬ dicate, Inc., New York. The same syn¬ dicate has arranged to distribute na¬ tionally George Jean Nathan’s dramatic letter, which is being written for the New York Telegraph by the celebrated critic. Bell also this week took over syndication of “The Lights of New York.” a daily New York letter by Pierre A’an Paasen.
ORGANIZING KEYSTONE PRESS
Greensburg Scene of First District Meeting of New Association
Newspaper publishers representing dailies and weeklies in Southwestern Pennsylvania gathered at the Greensburg Tribune-Review plant Oct. 24, for the first district meeting of the new Pennsyl¬ vania Newspaper Publishers’ Association. -An executive business session was held in the Penn Albert hotel following luncheon. The morning was spent in examining the plant of the Tribune and Review.
John L. Stewart, president of the state organization and publisher of the Wash¬ ington Observer and Reporter described the new association. Greensburg is the headquarters of this district which com¬
prises nine counties in Southwestern Pennsylvania.
Present at the session also was .Albert W. Fell, as manager of the association, who dwelt upon how his new Harrisburg office would operate. It will be utilized as a clearing house for newspaper in- formation of value to the publishers of the state, whether daily or weekly and will offer service of any nature desired Following Mr. Fell’s talk an informal discussion took place.
Those present were:
John L. Stewart, Washington Observer and RejMrter; Walter A. Krebs, Johns¬ town Tribune; W. .A. Helman, Ir-jfm Republican-Standard ; W. T. Wertz, Scottdale Independent; Ivan Hernle)-, Scottdale News-Observer; Clark Queer] Mt. Pleasant Journal; S. J. Humphreys] Bolivar News; Claude E. Towner, Mo’, nnngahela Daily Republican; Howard L Christman, Washington Observer and Reporter ; Clark M. Kelly, Braddock Daily Ncws-Uerald; C. M. Bomberger, Jeannette Neivs- Dispatch; J. J. Driscoll, ConnellsvUle Daily Courier; .Albert W Fell, Harrisburg, manager P. N. P. A., S. S. Baldrige, A p polio News-Record; H. L. Reed, Blairsville Dispatch; John B. Knepper and Ronald C. Knepper, Car- negie Signal-Item; W. E. Ranck and Feye L. Ranck, Bamsboro Star; W. S Livengood, J. E. Imler, Meyer sdale Re- puhliean.
Transfer of Coast Ownership
John A. Rollins for the past three years manager and publisher of the San Luis Obispo (Cal.) Morning Herald-Daily Telegram has sold his entire interest to his fi rmer associates, R. C. Hoyt and his brother E. S. Hoyt. Mr. Rollins has re- ; signed as manager and publisher and sec¬ retary of the Herald Publishing Company. J. .A. Easton former New York State newsjwper man was appointed manager effective Oct. 20, and will be in ful' charge of the papers. Hil F. Best re-! mains as advertising manager, and J. F Shoemaker as editor. <
What Is Believed To Be
The World’s Second Largest Newspaper
Was Published Sunday, Oct. 25th, by The
TERRE HAUTE TRIBUNE
The Edition Contained 304 Pages Which, According to the Records of “The Editor & Publisher’’ and “The Fourth Estate,’’ is Second Only to a Recent Feature Edition of The Miami News.
In celebrating its Fiftieth Anniversary and the installing of completely new mechanical equip¬ ment including a new Hoe Octuple 64 page press, the Tribune issued a Pictorial Booster Edition showing the progress of Terre Haute.
The manufacturers and merchants were behind the edition practically 100^ and the edition con¬ tained 378,728 lines of advertising, which was all sold and practically all prepared by the regular advertising force of the Tribune. No outside assistance with the exception of a few out of town relief pressmen was required by any department.
The papers were all delivered at the regular time Sunday morning with scarcely a “complaint.” This was handled by delivering the sections to the car¬ riers’ homes as each section was printed and fur¬ nishing each carrier with an automobile Sunday morning when the last run was off.
With the starting of our new press Sunday, Oct. 25th, our mechanical requirements have changed to a page size of eight columns by twenty- two inches and the columns are now twelve and one-half ems.
The Tribune Has Led The Second Paper in Terre Haute Over 2,000,000 Lines per year for the past Two Years.
REPRESENTATIVES:
G. LOGAN PAYNE CO., Chicago, Detroit, St. Louis, Atlanta, Los Angeles
PAYNE, BURNS & SMITH, INC., New York, Boston
Editor & Publisher for October 31, 1925
•'ivV
'm
-= vN.r-
_=i *■
v^'^3
m^'
,N
s§.'
Food — and Ten Million People
^ / OOD is a necessity. Everyone must eat. The buying power potential 0/ of the ten million people in the six markets served by this newspaper group is of tremendous proportions.
Food advertisers, through the use of these six newspapers, can influence nearly one-tenth of the total (jopulation of the United States. Their adver¬ tising will be supported by a standardized merchandising service, time- tried and proven through intimate contact with food manufacturers, jobbers and retailers.
A representative will welcome an opportunity to show you how this newspaper sextette will lower advertising costs and increase sales volume in six highly responsive markets.
EASTERS OFFICE:
9 E. 40th St., New York City R. E. Boone, Manager
WESTERN OFFICE: Hearst-Sijuare Building, Chicago H. A. Koehler, Manager
NEW ENGLAND OFFICE: 5 Winthrop Square, Boston S. B. Chittenden, Manager
BOSTON AMERICAN CHICAGO EVENING AMERICAN DETROIT TIMES
ROCHESTER JOURNAL WISCONSIN NEWS (Milwaukee) SYRACUSE TELEGRAM
Editor & Publisher for October 31^ 1925
ADVERTISING AGENCY AFFAIRS
Rojr S. Durstine 1« Youngeat President of Four A’s — Sbenfield Joins Pedlar & Ryan, Inc. — Cole-MacDonald-Wood, Inc., Names Bruske Copy Chief
COAST CIRCULATORS MEET
Field Managers Reelect Bemis
Roy S. durstine, elected president to join Pedlar & Ryan, Inc., also of New for a three-day session,
of the American Association of Ad- York, as an executive officer. nearly 100 members m attendance.
u „ , . c 1 u II j Bemis, field secretary of the Colo-
Harold Searles, Hollywood Cibren, ^ado Press Association, was re-elected Elected President — 100 Attend president of the National Association of The seventh annual convention of the Field Managers at the annual con-
California Circulation Managers’ Asso- ''?'hon m St. Louis recen^. A board ciation opened Sunday, Oct. 18, in Los directors, composed of O. W. little, .\ngeles, for a three-day session, with ^retan^ of ffie I^nsas Assoaation G. L.
vertising Agen¬ cies at Uie age of 38, the youngest man who has held this office.
Mr. Durstine was born in Jamestown, N. D., on Dec. 13, 18^. He lived in Iowa, Ohio, Texas and Massa¬ chusetts before the family came to New York. He went t o Law- renceville and then to Prince-
nearly 100 members in attendance, repre- H. Read of the Iowa and
senting the leading newspapers from Southern Cmifornia associatioi^
practically every section of the state.
Paul H. Bruske has been appointed Entertainment was furnished the dele- convention.
St. Paul was awarded the 1926
copy chief of Cole-MacDonald-Wood, gates by a committee from each of the Inc., Detroit advertising agency. Col. Los Angeles dailies. Sunday was given
Newspaper Firm Organized
Walter C. Cole, president, has announced over to visits to the nearby beaches and 'pjjg News Company Worcester
-prior to 1916 he was advertising man- in renewing acquaintanceships. Mass., has been incorporated with a
ager of the Studebaker Corporation, and The official sessions began Monday capital stock of $20,000, for the purpoM since that time has teen connected with morning in the Indian room at the Am- of selling and dealing gener^
Power, Alexander & Jenkins, Detroit bassador Hotel. . newspapers. There are 200 shares of
Power, .Alexander & Jenkins, Detroit bassador Hotel, agency. At the business sessions the newsjioy, commonrwth pa^^valur oT^SlOo' wch*
- problem came up for discussion as well as The incorporators and directors are-
C. W. Moore, recently of the editorial President and treasurer, Paul Sirlii,;
staff, Des Moines (la ) Register, has the convention was Worcester; clerk, Paul E. Fensk^
joined the staff of Fairall & Co., adver- banquet at the Springfield, and Samuel Black, Wor-
isinir agents in Des Moines, directing Ambassador Hotel._ ^1 publishers cester.
Ror S. Durstine
tising agents in Des Moines, directing house organs and special work. Ralph
were guests of the circulation men on the
auM iw. .j. iiuusc uiijcuis aim special woric. jvaiyii nio-Vii
then to Prince- W. Harley, Des Moines advertising man, .f
ton, where he was graduated in 1908. In has also joined the sales department a w Harold
each of his four years at Princeton he staff. Cittsen. vice-presi-
was in the cast of the Triangle Club The firm of Chambers, Brecht & Pol- "1^® named presi-
show. With Tertius van Dyke, son of lard, Lancaster, Pa., advertising agency, ^ ft
Dr. Henry van Dyke and now himself a has been incorporated under the name the Son Francisco Co//. Fred
Presbyterion minister, Mr. Durstine Brecht-Pollard, Inc. Edward B. Pol-
Presbyterion minister, Mr. Durstine Brecht-Pollard, Inc wrote the “book” of two of those shows, lard is space buyer.
Princeton men with newspaper lean- _
ings invariably gravitated to the old New
York Sun at $15 a week. To the Sun Carl L. Bixby, (
W pZ/rH R pZ Anderson, Son Francisco News was ■d is fnale buver elected vice-president to succeed Searles ;
^ y • H. H. Cahill, Fresno Republican, second
vice-president; William McKay, Santa Carl L. Bixby, of Cecil, Barretto & Register was re-elected secretary-
30%
Lead in Circulation
MIAMI
ledules disclose Sacramento Union; Victor Lattaner, and assets of Oakland Post-Enquirer.
The 1926 convention will be held in San Francisco.
went Roy Durstine. Boss Qarke was Cecil, advertising agents, of Richmond ^
the night city editor, George Mallon the and New York, has opened the Carl L. The following directors \^re re-elect^ :
day city editor, Chester S. Lord the man- Bixby School of Advertising. A practical E. A. Crawford, San Franc^co Ex-
aging editor, and Edward Page Mitchell, course in advertising for advanced stu- ^ St^kton Rec-
under William M. Laffan’s direction, the dents is being given. G. Kenneth Goode W., V. O Farrell, Son Lhego Union
editor-in-chief. Durstine covered police is business ruanager. t rumne; VV. H Harrison, Los
stations, he covered police courts, he - Angeles Evening HeraM. Ntvi A^tciors
covered the Criminal Courts Building, ti, c i, i p • a elected were : W. F. D. Brown, OoWand
he wrote obits and shirt-tails-and less „The Schwartz Advertising Agency, Tnhune; Edwin L. Simpkins San Jose
than a year after joining the Sun he was Hartford, Conn., has filed a voluntary Mercury-H^ald; George A. Fisher, San
sent to Beverly to spend the summer of >9" '"bankruptcy m the United States Francisco Chrmxcle; Fred G. Rotermund, lono rpnortinu the activities of President District Court. The schedules disclose Sacramento Union; Victor Lattaner, reporting the activities oi rresioeni of $27,086.86 and assets of Oakland Post-Enquirer.
After four years of it, he left to man-^-SSO. ^ The 1926 convention will be held in
' age Col. Roosevelt’s press bureau in the ^an Francisco,
campaign of 1912. At the end of the The Unique Advertising Agency has
campaign he entered advertising and for been established in the Colonial Building, — - -
two years he wrote copy for Calkins & 100 Boylston street, Boston, Mass. Its Holden. In 1914 he and James G. Ber- proprietors are Thomas -A. Manning and
rien, who died last June, formed the ad- Edward E. Leader. A O-i
vertising agency of Berrien-Durstine, Inc. - XJk
In 1919, Roy Durstine, Bruce Barton and An.*r^i s n ujiw
Alex F. Osborn founded the present Albert Orlen & Co., head^ by Mr A t-rx
agency. Barton, Durstine & Osborn, Inc., Orlen, fo^erly of tte advertising staff
of which Mr. Durstine is secretary- of the 5/inng/ieW _( Mass. ) x V i VJ i
treasurer entered the advertising field in Holyoke,
Mr. Diirstine has teen a member of the Mass. Mr. Orlen is a ^aduate of the Will cover the two publiwtions
executive board of the American Asso- New York University and was also con- national advertising