xt7tmp4vmp1p https://exploreuk.uky.edu/dipstest/xt7tmp4vmp1p/data/mets.xml Kentucky Kentucky Press Association Kentucky Press Service University of Kentucky. School of Journalism 1932 Call Number: PN4700.K37 Issues not published 1935 Aug - 1937 Oct, 1937 Jul - 1937 Aug, 1939 Oct - Dec, 1940 Jan - Mar, 1951 Aug - 1956 Sep. Includes Supplementary Material:  2005/2006, Kentucky High School Journalism Association contest 2004-2005, Advertising excellence in Kentucky newspapers 2003-2005, Excellence in Kentucky newspapers newsletters  English Lexington, KY.: School of Journalism, University of Kentucky Contact the Special Collections Research Center for information regarding rights and use of this collection. The Kentucky Press Press -- Kentucky -- Periodicals The Kentucky Press, July 1932 Vol.4 No.6 text The Kentucky Press, July 1932 Vol.4 No.6 1932 1932 2019 true xt7tmp4vmp1p section xt7tmp4vmp1p . 1 1 ‘3 1 ‘1 i' .
3 ‘ - .. 1 31.3 3‘
1 31 1.31 ‘3
“ Th K ‘ ‘
‘ 3 e entuc 1] mass
1 ~ 1 3 1 “3 ",
1 3' 1 11
1 Published Monthly 01’, By, And For The Kentucky Newspapers 1 5 1 .3 . 13.1
13' ——————————-————-———————-—————-—-—--— 3
' ‘ Volume Four JULY, 1932 Number Six ' 1 E1 :111
_...———————————-————-—————-3—————————————-—— r .1 33 .
1 A n‘ ' oi Ad tisin Rates 3 3
‘ 3 1 1
. Iscusslon ver 9 . 1 > 11
1 ‘ , .3 3
When I was asked to lead a round A talk delivered by Lawrence w. Hager, duced, gives the cost per inch. A sur— 1 1. 1 .1 31
' table discussion of advertising rates publisher of the Owensboro Messenger and vey made of several newspapers of ap— 31 1 3 .1 1 11
1 my first thought was to decline, Inquirer, at the mid-summer meeting of proximately equal circulation and rates 1 1 11‘! 1;“, 1
, ' because it had come to my attention the Kentucky Press association at Mid- shows that in 1931 they obtained re— 3 1.3 -1 1 1
1 11 that a fellow Kentuckian in presid- dlesboro, Ky, June 18, 1932. ductions averaging $20,000 each in op- 1 3 1‘ 31 :11 1
. >3 1 ing over a. meeting of his trade asso- _____________ crating costs, yet their cost of produc- 1. ‘ 1 . 1:1 11 .13 1
1 , ciation undertook to counsel the ume of available advertising, all show tion per inch increased from 70 cents 1 ‘h 1
1 members regarding charges for the wide variations according to localities P0 72 cents per 1hCh’ because their . '1 1.1 "'3 231311
1 1 wares they 501d and his address was and are factors in determining costs income declined $30,000 and m the 3 1. 5,113.
construed by his customers back home of advertising production. face1of continued declines in 1932 and 1 1 1 x 1. . .11.
1 1 "as connivance at unwarranted profits. We are be sought to reduce adver— despite further 1savlngs1effected, the 3 1131 _1 111
, The very natural result was resent— tising rates today by gentlemen who cost of production during the first .111 331131 111
1 ‘ merit against the firm this speaker sincerely believe that the lowering of three months Of the year was more 11 ' 11:11 1 1 1.373311
conducted that manifested itself in commodity prices1 labor and some oth— than 77 oents per inch. _ 1 3 11 1 1. :11
3 painful realities. However, I 0011‘ er expense items have so reduced our Advertisers predicating their requests 11 1 11 1 1‘5
1 eluded that it WOUId only be 1190' costs of production that we could pass for rate mdhthhS Oh the dSChhe 1h 1 l . 1 1 i
1 essary for me to make my views clear these savings along to those Who do commodity prices during the last two . 111 1 ‘ 1 151
1 regarding advertising rates to escape business with us. They know that and a half years, f01‘g18t that advertis— 11111.1
1 any 511513101011 0f inciting 00111151011 01” paper costs less and that wages have lhg rates generally did not keep pace 3 11 " E
1 profiteering in an industry that has been reduced or feel they should have With commodity prices during the per- ' 1 13 3 1 1
3 50 long parted company With profits been. They do not realize the major 10h 0f lhhahOh hegmhlhg some 15 years :3 . 11 1 4‘ 1 1E 1
1 1 as to have almost fo‘l'gOttEh that they positions occupied on our balance ago. Had they done 50’ newspaper . '3 ,, 1 .1
1 ever existed. sheets by items that have either re- reserves would be m a DOSIhOh to ' ’i 11 1 1 iii
1 .1 . . 1 . 1 . stand the losses that would be entail- .31 3 - :1 ;‘ t3
1 1 There is no parallel between the mained stationary 01 increasedun cost ed by reducing rates today in con— 1.111 1.1 1 1
‘3 1 promotion 0f price agreements and such as postage,1power, gas, hghhhg’ formity with changes that have occur- ‘1 1111 1 1 '
1 . that resistance which is necessarily rent, transportation, interest, repairs, red in merchandise prices 11. 1 11 111 1.1 .
‘ being offered by many newspaper insurance, taxes, etc. During the period of general infia- 1 1 ’1 1:13.
1 publishers today to efforts to cause Their own experiences and problems 1310111 newspaper e’i‘zpenses rose in pro- i 1
1 3 them to reduce their advertising rates. are such that one readily understands portion to those of other “1111151111951 33» . .1 111
1 ‘ In their plight newspapers, because of the requests of our merchant friends while their advertising charges showed 1 1 1 31.31
1 the singularity of their respective sit— for lower advertising rates. They think proportionately a much lower rate of . ‘ 1 . 1 1 1
1 uations have no choice but to act, of rates in terms of space instead of advance and their rates per 11000 of t _31 ‘151
each according t0 its own lights, in number 0f copies distributed. That homes served, virtually no advance at ' - 111 i1 1'
dealing with their problems. To any accounts for some failures to appre— 21111 The charges‘per page have follow- 1 131 11‘ 31
who have studied newspapers and their ciate the fact that while page costs ed the upward trend of news 1113131
. . . paper 1 . 1 .,.
markets, it is not necessary to paint have advanced some rates have not, circulations instead of commodity 1 111 111
out that newspaper associations are the true rate being cost per inch per prices, whichlmeans that an advertise— 39113.3. 13 “ 1
not seeking to commit their members thousand of circulation. merit in the average newspaper costs 1 ,3 1 1 3 1
t0 concerted aCtiOIl in dealing With They do not know, until we show little if any more per 1,000 families 1. 1 1 1 V».
their advertisers. NO association them, that the increased mortaliity to which it is delivered than in the 1.1 1 1 ',3 '
could in fact, formulate a workable rate among newspaper’s small adver— pre-war days. In the case of our own 1: 1' 1 1 1
3. plan of rate regulation or adjustment tigers and the lowered rate of develop— publications it costs less. 1 3 I 3.: :1 1
to apply to any considerable portion merit of new business When retrench— While increases in newspaper oper- i 1.1 :13
0f the industry because the making merit becomes the popular procedure ating expenses in the last 15 years 1 3131 11
11 of a newspaper is entirely too indi— in commerce and trade, increase our were home partly by rate increases, 3,.11 11 1 '31
.1 VlduahShC an enterprise to admit 0f unit costs of production. Neither do they were more largely borne by gains " 1 1 “ *3
such treatment. This is just as true they See. until it is pointed out to in advertising volume. It is due to '11" 1 1 1113
1 0f its busmess pmcedure as 0f its them. that an increase in our unit cost this fact that the shrinkage in volume 1 ‘ , .i A1 1.1.3
1 editorial and public service policies. is occasioned by the reduction of sche- in recent months has pressed upon . ‘ 1 1 1;?
'( Some newspapers have high rates, (111165 by 501119 Of 0111‘ larger regular newspapers the necessity of retrench— 3,3 1 1‘ . 1
some1low, some intermediate and there advertisers. ing and at the same time exerting 1 ~11 ‘1 1,:
:1: :ggcuiéisltrance that Jusi13111fy Sitich hhrh Before turning their attention to . every effort to hold rates at their 1930 11131 11 1 '11 '1:
1 and capable 90:11:: dug; neenSoge hgre rates, many advertisers forced news- levels. 1113313111 13 1
1 too low and could be reduced only paper advertismg pmdhChOh 005th hp The most allurin g argument Wh hear 1:“ 1’ 1
‘ at great sacrifice to the property of by reducmg their advertismg schedules. for a rate reduction is that it Will re— 13 1 _11
1 the newspaper or its owners ' One process of determining advertismg store lost advertismg volume and in— .1 1 =1 1 1.
3. ' production cost is very simple. Deduct crease income. Some publishers are 3. 1 11 3 .1
Rates are found to differ in many from the total cost of production the experimenting with this theory now 3_ “ .11. "1
cities of equal population because income from circulation and you have but, so far no report has come to our . 1.1" 111
.11. spendable income, trade from near- that part which must be borne by attention that they have met with 1 '13 3‘ 1.;
’ by communities, standards of living, advertising revenues. This remainder success. For one, I concede that if a 31 1 - 1 1
1 progressiveness of merchants and vol- divided by the number of inches pro- (Please ‘Turn W Page Three) '3111'111 1 11
. .3 1 »3. I i].
.31 1.1 1
1‘21 ‘3 E 11 1 F 1
11,33 f 113
33;. 13 :13 3 .1
1.; 13,1.
‘ 1 V (11: 1 1E
‘ .. 3 # . _. ., .13 3 .3 .
. 3:, _ . ,1 1 3. .5313- ~ . 3 .3 3 1 (“1",‘1-‘17— fiEK—FWWWWM 1 1

 .1 11
:11 ;. 11.111 1. ‘1
:v'i 111111 ‘ 1 =
1111? i “ 1111‘. .y.
,1, .1111:11 ‘21,:
1111 1 111 Page Two THE KENTUCKY PRESS July, 1932 ‘ 1
1‘1 1 . .11. _——_-—_'__ "' '—'_'" "_ ’_ 1 '

11.

‘ .11 E. .,‘ 111; We frequently hear it said that the as alike as beads on a string cannot
1 ,i 1 1. 1, ,i 1 1 ,_ . . . .

3311 . 311 The Kentucky Press old-time independent spirit of the stimulate the lizterest that a varied ,
1.3111; 1 11.1111 _____—___ neWSpaper is gone; that its editorial make-up can achieve. Feature hrads,

111. I 111 111111 Official Publication of The policy is now subservient to the busi— various ways of balancing the page, ,

‘1 1” ,1; 111‘ ; Kentucky Press Association ness office. Yet this is not true. There spotting cuts to give interest to the '
1,: 1 111 1 _ is more unselfish idealism in the aver- page, and the use of sufi‘iciently large ‘
111 1 1:1 111 Victor R Portmann Editor-in-Chief age local newspaper than in any other variety of heads to give proper em-

: ‘ 311‘, .1 1 ' ’ business enterprise. It frequently phasis to news stories of different in-

1‘ 11; 1 1‘1; 1.1, 1. ———-————-—— speaks out in the way which it believes terest is worth while. .

11 1.1 1111 1 PUDliShed by _ will be for the good of the nation and “4. Nothing stands out in the ad-

1'1 1'31 1 3 '1131 The Department Of Journalism Of the community, regardless Of What vertising. All the advertisements are

11 1‘ 1 111: . Uan§TSIty 0f Kentucky, Lexmgton the consequences may be from a busi- set in virtually the same style. The

11 111. 1,1 11'; Printed by The Kernel Press ness standpoint: This is more than advertiser is paying for attention 1,
11 1 1 111.1 the average business man will do or value and he is not getting it, typo- 1
~ ‘11 ">11 11; :‘ PRESS ASSOCIATION OFFICERS could do. graphically. He does not know how

111111, 11 1.1 111, T, Of course, the local newspaper is to get it himself. You ought to give it
11,121, 111 11 JAMES T- NORRIS _ now on a firm business basis. This is to him. .3
11 111‘11‘11 ‘1Ashland Independent PreSident why it is improving from year to year. “5. Headings that do not tell the 1
:11 I11 1 1. 1‘1 LAWRENCE W. H AGER why it is given its readers a constant— news, mere straightway label heads

1:1 1111 111 11,1 Owensboro Messenger-Inquirer 1y better newspaper and why it is that leave the feature of the news 1
1.111 1 11 1 1 Vice President increasing its influence for good in to be discovered by the reader in the

1111‘ 1 1111 1 the community, and it does its boost— third paragraph of the story cannot‘
12111121: :1 1 1 _ GEORGE A. JOPLIN, JR. ing often Without any hope of material be passed without mention.

:11“5‘ 1 111 '11 Somerset Commonwealth, Chairman of reward.—Covington (Va) Virginia. “The average country paper today

1,1 11; 31 1., 1 1‘ Executive Committee a * - is hidebound, is set up the way it was

1‘11 .5 ‘ gs' . 31' ‘

11 .1 111., 11.1,, J, cums ALoooK, NEWSPAPER JUDGE 18‘2”?“ 518°11‘10“ an???“ type

11 ‘ 1131311; " Danville Messenger, Secretary-Twas. ' MAKES SOME COMMENTS 0:6 1:15:11; ro%£:e:1gra:glr;e::p::;e

1:;‘.1‘ ‘1";'1,1 .' '. . _ __ ' "

11,1 11 11,1 1 ; ; -———-—'—-————— . has risen steadily, and the newspaper I
11! _", 1‘ 133 f (Flom the Washington blewspapsr) is better than five years ago, or ten

,1 11 . 1 ‘1 .1 1 . There are three Judges in the Better years ago but it is possible to produce 1
.1111 l _} 1 1 ' 1.1”?" s ‘ ' ' D '

1‘» 3112.1 1‘ 1;“ 1, MEMBER 151%? New papei campaign. One Of 'these far better and more interesting news-

- 1 , 1 :1 1 , ”avg? wrote, in part, these comments, in the . ‘-
11., .1 _ 1,,“ W . . . . papers that Will be commensurately .
1“ 11. 1. "-’ hope they mlght aSSISt m clearing more valuable to the reader and more
113.1 1‘ '1" . 1 s e ‘ ' ‘

'3‘ .3. f 11. i‘ | K TUCKY PRES “me Of .th. pom“ “1 doubt and allay profitable to the publisher.”

1111‘1 1 , . the suspiCion of those who feel that __-_______

111:“ ”1.111: 1 11 1 ASSOCIATION the judges have been just a little too WHAT DOES THE TOWN THINK?

'1. 31 71% “1' ‘I ORGANIZED JANUARY. lass severe in their scoring. ' __

" . 1:11 ‘11 1‘ “ ' ' ' - 1
1'1,.111‘1L‘15""1 0,13 ——————-—-—-——— Have you finished Judglng fifty Time, 1950. Scene, government in-

{111 211 -1 newspapers and this time scored them 6 ector examinin‘ rinter befor issu- .

33' 133 1 313,11 '1 NEWS BUILDS CIRCULATION on typography—make-up, balance and 7p, . g p . e
11.11., .1 , ,1 1 __ . . ,. . . mg 1951 license to do buSiness. 1

,11_1 1 . , type combinations. Adverse crit1c15m ,, , ,, . .

1. .1 1 1. Do buyers know youie in eXist- .

1 1'1 1! , ,1 One of the big problems of the coun- is the easiest thing under the sun, but 9 Do the kn h 9 Wh t '
11 f, , ,- 1 ,f try publisher is that of maintaining these are some items which might be ting; 110 d ”y h?” fryt‘ k. a l
11. 1, "1 3 1' , ' subscription ”5335 at a high 19V€1~ of interest to the publisher who wants Ju ca n b) yfm Jet o t a ing up
1 ‘ 1’1 :11 f 1‘ The country weekly’s circulation may to get out a better paper: :pafi; end a t 351516? .3 reef) (g m a _
1.. {‘1‘} 11 .1' be increased by devoting more atten- “1. Washington newspapers are us— dglagnfhigYof: t: 31512915 S" h an you
1' 1‘ 11' 1 j 1 tion to agricultural or farm news— ing type that was used in ‘1gggfland . 't yt dgl r'the pe9p2W om you
1 1 11' 1 I, 1 news about farmers and' their activi- some are using type Older than that. “$371,; 0,3 ea W h you re you .012”

1: 1.3 .1" i ties, believes E. E. Howard Of the In the intervening years there have 0 e leasons W y uyers come .m 0

,1, 1,. 1 .1 ,_ - . ' your town to get good printing?

, 1 1 . Wheaton (Minn) Gazette. been hundreds of modern faces de— - -

111', ,11 ,1 . , , , Would you be Willing to undergo an

1,. 1 , 111 ,1 This type of news has also been Signed, but many publishers are still examinatio b a com 1551 n of b sl-

1- 111.1 1.1 1 found to be a circulation builder by offering their advertisers the same old ness ex ertls 11:) see wiethor cu uare

" 151. 3i ' E- E- Smith, formerly a farmer, who type faces. If your druggist or cloth— " p - - e y .
1, 1,11 , . , _ _ _ , fit to be in busmess, and have your

1 1 ,1 ,1 .1, ‘1 .. for several years has been giVing farm ier were ofiering the same style dis— score lacard d 1 72 - t H .

i 1911" 111 1,‘ :1_ news and subscription-soliciting ser— play as at the time of the Spanish— Crothicpin frorft ofnour £10111 f 13015.3:

,;11 1:1 ‘1 vice to Minnesota papers. He travels American war he would be open to ness” F1116. Morey 0W3. ct: 00,131.:

1, 111 111. ‘ among the farms in a paper’s trade criticism—he would have been driven Spinal Colyums p y ' '
11.31; 1. 11 territory, gathering news items about out of business by more modern ' ‘ '
1 _ 1“ 1‘. .‘ _j' farmers and their families and as methods

“{w ,.. '3: 3 . ' ' '

1 11,11, 1 11 1 ‘1 the way opens, SOIICiting subscriptions. “2. The majority of papers are still CLIO HARPER SAYS' 1 '
. .1 1111' 1 ,1, ,1 —County Newspaper Advertising. setting 8 on 10, when 8 on 9 is a better Tell the truth and kiss your sub- ..
1 .11 1 1‘ * * * combination in that it gives better scribers good-bye. "1
, ,1 .11 1 ‘11 THE LOCAL NEWSPAPER “ reader attention, more space for news —— ‘
1 1 1“ 1 .." ..~. , —_*j— —a thing badly needed in every paper. Hew to the line, but keep your pow- ‘1

. ~11 . 1 1 ,1 For, after 2.11,.112 is the home news With 8 on 9 and more elbow room, der dry. 1‘.
1,111 1 1 1'2 which is most important to most of your paper serves the advertiser and —— ,1'
1 11 ,1 .1t‘ '1 us. We have the greatest interest in reader more effectively. It’s a long lane that has no typo— 3.
, I '1 1; . 1 1 the community in which we live, and “3. A head schedule is adopted and graphical errors. 3
1,11" 11 _ 1 1 1n the, people who are our neighbors followed issue after issue, without va- . _
1,1 _ 1,1 1 and friends. And it is the local news- riety of make—up, or combinations. A There’s many a slip between the 1
1.111 1.1,, 1 _ paper which records the happenings formal 4-deck head appears exactly Underwood and the Hoe. "
1 1'1 11 1 1 ,1 11. of the folks at. home, and, in addition, at the same spot on page one week —— S
1; , 1 11 1- fosters the c1v1c pride and progresswe after week. Interest results fI‘Lm va— When in doubt shut your eyes and 3

1 1:11. ,1 1 1 1 spirit of the community. riety in make—up. Fifty-two papers step on the gas.

3:44 11 1 '

{'1' 13.: 313 3 1‘: .1 l' 1
‘1“ 1.1. ' ,1’ 1~ . , ,
~13 :‘ .11 . 'r ' ,..
. . 1.1.1 1. . '1! '
.‘111131 “ 11 I)
x3511 ‘ :3 ‘;L 1 ' 1'

. 3&11‘141d‘ ‘2 1,1;

 1 11 1;. i531
, 2 h 1 1 l 1;:- 22
“ 1'51 11 1:21:
31‘; 1 1: 1 :'fi
- 1 July, 1932 THE KENTUCKY PRESS Page Three 1 1 1 1: ,1
1 1 1 1' 1,11.
lot (Continued from Page One) Fifteen years ago, I think our papers borders, and is doing the same thing 1 1 1911
.cd *— were at least an average for towns our for Buckingham county, which has 311 1 1 1 1 1,131
(is 2 newspaper could reduce its charges, size. Then we had no Sunday comics; one which, however, is published out- 1 1 11 1‘11 51,1 1.
ge, equitably distributing 31110115 its Da- today we have four popular Sunday side the county, being one of a. chain 3 1 _ 1 $1 1
he 2 2 ‘ trons the economies if has effected in comic‘pages. In those days we had one printed by a publisher in an adlommg 1 2 1 ,, 11 $1, 1
1ge ~ the last tWO years and thereby regain- daily comic per paper and today each county. 1 1 1‘1 11 :11 j
in- ed lost lineage; temporarily, at least, carries a comic page daily. Then Correspondents in Cumberland and 1111 ll
1n- it would be a good expedient. But we had 500 words of telegraph news Buckingham counties are under one 11 11 3:5,.
who believes that a 10 percent reduc— daily for the afternoon paper and field agent, while the correspondents 1 1 1 1':
1d- tion in all classifications 0f newspaper 1,000 for the morning. Today leased in each of the counties have selected 1 1 1 1 ; g, 11
ire income WOUld bring back 30 percent in wire reports of 40,000 words are receiv- their own county chairman. These 1 1 1 ., ‘_ 331
‘he volume, 01‘ 20 percent for that matter. ed for each. Then we ran 22 columns chairmen, or the field agent, calls fre— ; 1.» 11 . ,3; 1
_0n 1 Let US examine the income of one of news and features on week days quent meetings of the correspondents ‘ 1 .1 f1 1
)0- 2 newspaper. The example whose sources including daily comics—today 52 col- at which the various points of corres— ‘1 1 11 1 :1
ow l 0f revenue are as TOllOWSI 1 columns. We had no Will Rogers, Mc— pondence and newpaq‘er making is 1 1 1 11 1
1 it 1 National Advertising 20% Intyre, Brisane, or other popular daily discussed. 1‘11 ,1 1 5531
1, Circulation 35% features such as we carry now. Our There is the social side at each . 1 1 1 11. {.111
he 1 Local Advertising 45% sports section was one column—today gathering—watermelon feasts by moon— ' 11 1 11,1 111 g 1
1015 . Now in any consideration of reduc- ,a, page. Our stock markets were easily light; weenie roasts and a program 0f .1 1 1 1‘ 11' ;
1W5 1 tions, do not think you could ignore gotten in a column and a half—today music and literary effort. 1 " 1,1 111, 2.51 1
;he national rates without injury to your— they run more than two columns. Then W. Y. Morgan, editor of the North- 1 111.13 11,11,
not‘ selves and the newspaper industry as we caried no New York stock exchange ern Neck News, Warsaw, Va, Who has 1 1 111 ‘ 111151?
a whole. It is not news to any of report. Then our rate for both Owens— een connected with the one newspa- ", 21 1 "E
lay you that one great handicap under boro papers on 1,000—inch contracts was per for 52 years, was recently a guest _, 1 1 11 1'11‘
1,3,5 which newspapers labor today in culti- seven cents per inch for each 1,000 of of the Herald management at corre— 111 :1 11 1,11.
Ipe vating national advertising accounts is homes reached. Today it is 4.8 cents. spondent meetings held in Cumberland 1 1 111 1‘ 1‘ 11.1 1
ece the local-national rate differential. We could return to the qualityof our and Buckinghom counties, and at each 11 1 1 11:1 1
)er, Any rate revision downvvard must give papers of 1917 and the rates of 1917 he gave an inspirational talk on the . 1111 1 15,1 1
per 1 national at least its proportionate for circulation of 1917, never miss a real worth of the country correspond- 1 . 1:1 1 ,1 11
ten , share. Unless a cut in national rates pay roll and possibly again earn a ent as a community builder. HIS ob— 11 51,11
uce ‘ were general throughout the country dividend. Our position is doubtless not servations and experiences of 52 years 1 11 1. .;. :11
11,5, there would be no recovery of lost unique. Other towns the size of Owens— brought many humorous incidents, but . 111 1
1er 1 1' national lineage. Individual action here could probably paint the same he emphasized that the weekly news- ' [11111: 1 :11 1.1;,
ore in isolated sections would avail pub— picture and others in proportion to paper, or the semi-weekly, is depend- . 1111 111 1,1 1
lishers nothing. National advertising size cite the same things recounted ent upon the high type of men and .» 1111111 1:11;
schedules are uniform for classes of ‘here. 7 women who represent it in the rural 1.: .51 .. 1 ‘1 1
'K? cities and markets and until rate re- But the subscribers would not long sections. , 2.2111. 1
ductions reached proportions that endure such a change and advertisers That the efforts of the Herald in ‘11 “'1 1 111 1
in- ' would enable the national advertiser to would lose by it and wish for a speedy ocqu'ainting its correspondents with the 1. 11 1 3 1 ,5, 1
su- ‘ increase the size of his schedules gen— return to more circulation and better importance of their work is appreciat— 111 1- 11 1:11
1 erally, they would not bring back any papers. It is to the best interests of ed is shown by the fact that two cor- .1 ,11 1 1 11 1
ist- 1 lost national. volume. Thus, 20 percent ,the public, of business that the press respondents from Buckingham county 11 1 11, 11 j
hat 1 of this paper’s reduction in charges that the press keep up its standards, drove a distance of 58 miles to attend 1 1111 1 11.1111
up would be that much added to its pres- and maintain rate structures that will, a meeting of the Cumberland. group, 11 1, 1 1,131
1 a ent burden. in times of stress, enable it to with- the night after a similar meeting was 11 _ '11;
you - Circulation would represent virtual-1 stand currents that would determine held in Buckingham county. 1 j 11 1‘ 1111,
you ly a total loss of its portion of any its economic foundation. Better cross-country roads and 1m- 1 1 11
one downward revision of charges. Lower That community is poor indeed proved highways reaching the main 1 11 1 1 1; 1
nto subscription prices would create few which does not have a free and inde- arteries of travel make such inter- , 1111111
ng? new readers and no new net income pendent press, one whose public poli— county meetings poafiible, and also 1111
an Of the 45 percent represented by 10- cies may not be influenced by finan- make possible the transmissmn of 11 11, 11
51. cal advertising, one—third is in, legal, cial considerations. and unless its 130- news from place of occurrence to the 11 11 11:11
are amusement, transient, classified and sition be economically independent, newspaper office. In some sections , 1111 11 11 1
our « contracts for $25 per month or less. A supported by inexorable rules of social telephone connection is not good, hence 111 1:1 1
use reduction, if applied to these classifi- science and commercial service, the the mail is relied upon, and is meeting 1 :1 1 -1
isi- cations, would not increase volume a press of any community may fall into the emergency, abetted by the Wild 1 11 31 12;,
11_ single dollar. This leaves but 30 per- the hands of exploiters whose averice roads. . 1 11 111 S
'_ cent of the local advertising, out of would make it a. menace to instead The more than fifty correspondents 1.1.11 1 1
‘ all the newspaper’s revenues, from of a bulwark of our public institutions in the three counties, at times double 111 1 1‘ 13f
1 which some] gain in income might and legitimate business enterprises. and some times triple the same news 11 1 1 ‘11 1
1 be procured by a. rate reduction. ———————-————~ item, requiring close editing SO as not 1 1111 1 i: 11‘
1ub- So far as the Owensboro newspapers “Country correspondence is too im- to duplicate, but it is better to receive 151 1 11 11’
1 are concerned they would like to be portant a matter to be allowed to go the same item three times than not get ' 11 11 5_
1 able to reduce rates and if they could by default,” is the closing sentence it at all. Recently one correspondent _ 1111 1 1‘1 51
ow- 11 do ‘it without further complicating of an editorial written by Ole Buck. sent in one lone item, but it represent— 1; 11 ‘11 1
11 their problems and increasing their The 1Farmville Herald, J. Bar‘rye ed the real news of thatiparticular 11111 ‘ 11 111
111 burdens, they would. They have shown Wall, publisher, Farmville, Va., is not locality for that week, and‘ it was giv— , 1111 11 51
1D0- 1 to .a group of the most loyal support- letting its country correspondence go en space. 1 1. 1 ,1 1 1
1 ers their advertising columns have, by default, but conducted an edu— Plans are now under way to bring 1 1 .11;
11 what it would cost them to reduce cational campaign for its correspon- the correspondents of the Herald from 1 ‘11 '1 1
the 1 rates and assured these advertisers dence in three countries—Prince Ed- the three counties into Farmville for 11 1 1' 1,
22“ they would reduce if they could be ward, Cumberland and Buckingham. a day at the movies and a general 1 1 ,11
3». shown whence a compensating gain The Farmville Herald carries a spe— conference at which several of the out- 11 1 1 ,1
and T would come. This proposition is still cial page for Cumberland county, standing weekly newspaper editors of ‘ 1 1 :‘
open. "'1‘"! which has no newspaper within its the state will make talks. 11
1» ‘ 112 2 Z1
. ' ~ '11 13,121 f
_ 1:5 ‘1 17" ._,\N 3 7*» ‘222 (”-21:17 1
“m” " - 1 -.'-z_-,I. . .. 4’,:;L;‘I.;i,;,_;_,, f_"_,';: '- ;__ ' ' _‘_,.,._....-.. ,s -m ”new - l 1.

 E E *E‘ ‘EE E‘
E -‘ EE: “EWINOK .
EEE: i :3 E El UN” , .E ._
E‘EE f 5; E E m / Po (9 T RA C TO R . _
EEE EE Swag; 39 C O N «21
EEE; E E EE E [loin , t '
EEE - :1 EE . E .
E. E EE Won/cal 23 And BUILDERS er
E 3w ESE EE’ _: ______y ..
a E! g 1: steak 1 Prices m...” f 4““- '3“
EEE- E E E, Eand! , R I on Curb W E i
E E E E. v a a 1y Siren I ‘ E i
' . E E E $3693}; ‘5 ‘ 6 3 y AL C L E A R1 E ' 3
E E E E E E E «9C , SPORTS fline ,s ; E '
E E E“ ea“ ATS Merged en’s c;
i E E E E ‘ OVNES like in Us". .
1 :EEE E E E EE Db /563qe $ 38851.01] ‘ IyN
EE , E /W 3 3 999” 990’ “E
, - E g 1
E ii! E ‘ . . :
E E E: E E . These are the lmes on which the . . . E
;: 1E1"- E 1:} :E; :
.EEEEE' ‘EEW
E E TWO-m-0NE LENM‘YPE E
E E :E ‘ E .
3 IE EE ° E -
EEE ,E ; E M save you money
=E E 91E: . E
E 7% EE'E E f you are still setting 4 ’ , ' f,
E E E E E 24» 30 and 36 point by hand» you should . 1!,
EE: EEE E E . Investlgate the Two-ln-One Linotype. It will I,.; '7,
EEE E set these display lines for heads and ads /,E%E§é§2§f" E
: E EE ‘ é ‘ E 'E with keyboard speed and economy and the ’JEEJ"::j”*"zfi577 “:‘Eéifly 3
E EEE 5‘ E {‘1‘ if rest of the time it will turn out body-matter E:;-‘%%aflc'l ’3 I. Em
E E E : i: E as well as any machine on the floor. ng/ E E*(. . . {E
E E E .E E . --_.‘:;~af-t'.c :; r; r E
E‘EEEE' EE E ~ MERGENTHALER LINOTYPECOMPANY - BROOKLYN, N. Y. E
E EE , ‘ Ei , SAN FRANCISCO ' CHICAGO ' NEW ORLEANS ' CANADIAN LINOTYPE, LIMITED, TORONTO, CANADA
E E :1 El :' : Representatives in the Principal Cities of the World 9‘
E {E E E E} E : Linotype Bodoni Family _
‘39“ 13-1 ji 3 E: _'
.EE :E E ,»
EEE EE . ‘