xt7v154drj6w https://exploreuk.uky.edu/dipstest/xt7v154drj6w/data/mets.xml Kentucky Kentucky Press Association Kentucky Press Service University of Kentucky. School of Journalism 1938 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, February 1938 Vol.9 No.7 text The Kentucky Press, February 1938 Vol.9 No.7 1938 1938 2019 true xt7v154drj6w section xt7v154drj6w I III-III «
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" ._ Page Two THE KENTUCKY PRESS February, 1938 Fe
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Minnesota Editors Present Plant Economies KG
- i l , Raising of prices and plant econ- quantities by the car load. The Cokato Enterprise publisher, ential discount on large quantitjfs .,
.‘ omies were listed by Minnesota pub— The Heron Lake News publisher, Cliff Hedberg, has a plan to get of space; (5) to edit country Ccrres- l I
. 3 I lishers in their effort to meet in— Verne E. Joslin, reports that prices back on a $2—a—year paid in advance pandence more closely and to refuse
f i. ‘1 creased costs, Prof. Thomas Barn- for advertising and subscriptions basis, where it was prior to 1933, to print that which arrives late. Son
'7 , ‘ hart told editors at the M. E. A. are stablized in that field .Present/When it was reduced. He has also The Blooming Prarie Times has .. borini
.. i 3 convention, January 28. and future efforts are intended to worked out a. plan of speeding up its subseription prices and adver-r memt
.' y , As a result of a survey, Professor tiring about eiight increases for subscription collections. tising rates settled as well as p35. , be cc
‘ ‘ Barnhart gave the following reports commercial printing, to overcome The Worthington Globe’s econo— sible for its highly competitive sec- Rural
' . 3 sent to him from newspaper plants: higher costs for merchandise and my program for 1933 is four-sided. tion. Walter K. Mickelson, editor? ccpy
' ‘ . ‘ The Ortonville Independent. L. A. labor. V. M. Vance, publisher, is workingl and publisher, reports that he is befol‘t
.l Kaercher, managing editor, writes Andrew Bromstad, publisher of harder than ever to clean up an al—fplanning to continue buying news gossii
i that “full pressure is on.” This pa— The Milan Standard, makes this ready-clean subscription list. His print in carlcad lots; that he is where
-, 1 pers first point of attack was the statement: “A country publisher second plan is to run a heavier per- I eliminating correspondence from tion8(
, ‘ ' credit system. A general tightening- should not attempt to run a larger centage of advertising; he will try far-off points from his town; and And:
. ' up was planned for circulation, ad- sheet than is warranted by the size to get his paid space up to 60 per that he is toying with the idea of value
I vertising, and commercial printing of his field. Most of us spend time cent. Closer editing will accompany changing the tymig‘raphy of his I his 0'
f , , accounts. “It has not materially re— in the shop that should be used in this step. The third plan is to p081 paper. r Lor
I ‘ j due-ed our circulation. We lost a. contacting customers. If our ambi— orders for print paper, in order to The Anoka Herald is going in for t0 89'
. l , few more than 200, but we were tion to run large papers partially secure the lOO—ton contract price. everything that saves time. Mrs. very
. ;j ‘ able to overcome this by single- filled with matter that has no di~ Finally he says that the Globe is Roe Chase, publisher, reports that Of 011
4 i ', copy sales through news dealers. rect local interest could be held in pursuing a closer follow-Up 0n col- , her chief thrust into cost—cutting T0
. 5 One place in Ortonville, for exam— check. it would save production lections. came with the installation of a new _. rely i
‘ jl ‘ ple. sells 150 papers each week; 55 costs. And, I believe, our papers The Wright County JOUrnal—Press!type-setting machine equipped with " who
“ single copies are sold at one point would be just as satisfactory to our reports that itS overhead expense E‘iXi eight, ten and Eighteen-pom our C
, ,, at Clinton, 22 at Correll; 40 at Big readers whose sole interest is the is being increased in the following type sizes. The new machine, she i with
. . Stone, end so on. We sell papers to community news.” Il‘espects; print paper, labor, social reports, produces as much in three - of a
" ‘ dealers at three cents net to us. The Sleepy Eye Herald-Dispatch security, local state and federal days as the old one did in five days, i it 010
_~ “ 1 Our regular subscription price is publisher, W. E. Barnes, reportsitaxes. James P. McDonnell, pub- and is also makes it possible to set news
- ‘ 1 $2." The Independents second step these steps: (1) Increased subscrip— i lisher. reports that three approaches most of the add matter and head— Come
1 ‘ in meeting higher production costs tion price from $1.50 to $2. per year; are being taken to meet the situa— lines without resorting to hand-set Th:
3 M“. 3 is through volume buying Envel- (2) Closer editing of country cor—ition. The item of costs heads the type. Mrs. Chase also lists these i 19W“
i l. 3 Opes are now bought in lots of 50,- respondence; (3) Printing more ’ list. They are being cut by install— other helpful practices; adoption i’ What
. . i 000; commonly used stock is pur— news to attract more readers; (4) ing more windows. to reduce light of flush—left headlines; elimina— 1191‘ l
I? i. chased in case lots; news print is Driving harder to get local adver— bills; by changing over from elec— tion of needless boxes. The time s CON“
' iz’ i ‘ now ordered in either five or ten- tising. tric melting equipment to gas on saved is used on collections, getting 3 furni.
-_' ton lots. ‘ The Stewartville Star. This week— the linotype, to reduce pow-er bills; in and doing more job work, ob- i if I ‘
The Detroit Lakes Record in- 1y is published in a town of about by doing all cut casting on one raining more news and work on the ! and]
‘ creased advertising rates as a 1,000 population. Jerry Bjerke, pub— day, to save labor and gas. Adver- subscription list. ; Th?
;‘ means of offsetting rising costs. iisher, wound up 1937 with a ‘gross tising rates went up five cents per The Appleton Press publisher. take
, s :1 Lou. Bensoof reports that the mat— business of more than $13,000, How cblumn inch. The Journal—Piress Martin McGowan, believes that this i and
i 3‘; , ' ter was discussed with his com— did he do it? When he raised sub- OffiCe was presented With a new is an inopportune time to reduce the at a
fi . , petitor, and it was agreed to boost scription prices during the summer heating system; an oil burner now I quality of the product in any re— 1‘ forth
4' j- 1 rates five cents per column inch. there was an increase of 54 new replaces a coal furnace. Linotype‘spect. “Rather,” he says, “we should i WM“?
i 1 ; Both papers went one step further subscribers, and eight were lost. At production was speeded up by mak- be paying more attention to quality F" —-
1: f i in their agreements by establishing the same time the classified rate ing an arrangement with the night and service than ever before." He ‘ its li:
, 3 a minimum charge of twenty—five was changed from a minimum marshal to turn on the heating ele— believes that publishers should ad- ‘ theE
, J i . cents for classified ads. Quotations charge of 25 cents to 35 cents this merits two hours before the crew vance prices for their services, lUSt each
; f on jobs include all fluctuations in amounted t0 a change from two arrives, SO that the machines are as is done in all other businesses +- berv
. : 1 paper stock costs. cents to three cents per word on a ready to go when the shop opens. A that succeed, and without apology ities,
( i The Jordan Independent staff be- 12—word basis. The publisher in— new automatic feeder was installed or involved explanations. i man
. 1 i lieves that hard work is the key to tends to increase his a»dvertising on a. 12 x 18 job press; this permits The Northfield News. Herman the j
. j i the present situation in publishing. rate from 25 cents to 30 cents per one man to Operate both the auto» Roe, publisher. reports these steps: adve;
i 1 John E. Casey, publisher, holds the column inch. A space rebate will be matically-fed press and a 10 x 15 f 1) an increase in departmental , list
1 opinion that best defense is an allowed advertisers who use 40 or jobber along side. Considerable time hour rates in commercial printing: desk.
I attack. His motto for meeting ris— more inches per month for the first is also saved by the additiOh Of a (2) paring on an overly-large ex— on e'
1 ing costs is “go out in the field and eleven months of the year, and this drying 130k on casters. Plans for change list; (3) speeding up pro- I" is fil
t , _, drum up more business.” Will take the form of extra advertis- 1938 call for some moving. duction, by installing a new lino- 7‘ for a
. 3 The St. Peter Herald reports that ing, gratis, for December publica- The Sherburne County Star News type machine and over-hauling one moni
5 1 part Of the problem was met in its tion. of Elk River is retaining its $2-a- other machine; (4) a renewed drive I and
E shop by a change in format. Its The Park Region Echo sowed its yeir subscription price, but is elim— for business for all departments. ‘ is in
. .‘ seven—column 13—pica pages were— problem by introducing a 20 per inating premiums for the present. During 1938 this paper will also Jam
‘ I ‘ changed .over to eight—column 12—lcent increase in advertising rates. L. A. Dare, editor and manager, re- follow a policy of reducing the Shop
I: i pica. This increase makes it pos— Chas. L. Coy, manager, writes that ports also that he is contemplatinglnumber of pages, and insist upon i publi
t i :‘ible to crowd more news into the when this measure was tried it was an increase in his advertising rates a higher percentage of advertising 1‘ ~ sold
i C ; paper, thus reducing the number figured that merchants would re— and would also like very much to The policy of giving full and 00m' t tion
a ' f of ten—page papers which were duce their total space but not their get together with other publishers plete news coverage will be altered pape
9“ t l necessary before the change. The appropriations, Actually, he reports, in this section 011 a plan 0f buying to a degree Which Will permit an .' 0f n:
. V.: 3 increase in the costs of additional many advertisers increased their ad- heWS print on a group plan. advertising load of 50 per cent for _l ‘ more
a 9. print paper are more than made up vertising expenditures ,with the re— The Mountain Lake pbserver. each issue. ‘ the s
a by the saving in fewer pages reports sult that the Echo received a larger Kenneth L. Larson, publisher, re— The Watonwan County Plain- Th
3 Wilbur Elston, editor. Another total income for producing fewer ports that his efforts to reduce dealer of St. James, J. Harold CUT‘ view
, F change was introduced when the column inches of advertising. Oth— some of his costs have led him (1) tis. general manager. reports that ports
‘ t , Herald reduced the type size in its er imeasures undertaken include: to continue a group-plan of buying exceedingly high social security i struc
' n classified columns from 8—point to (1) group buying of bond stock; (2) news print; (2) to cut off non—pay— payments have been cut in tWO by get 1
. f. 6-point. This paper has also joined closer editing of rural school news inTg (subscribers; '(3) 'to consider ending the corporat form of ol’gani‘ ’ also
- y the ranks of those which check reports; (3) installation of a larger shifting his circulation to paid-in- zation. This step has also simplified ency
0 closely on subscription lists. The’waste basket for the filing of pub- advance on March 1, 1938; (4) to bookkeeping practices. The Plain- out}
n Herald buys news print in large licity hand-outs, eliminate one space buyer’s prefer— dealer’s second step was to enlarge
1 .

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brual‘y, 1938 February, 1938 THE KENTUCKY PRESS Page Three 1 11 111E 1111.1
_\\1 ff-WWM Elsi E
‘ . front page. ience of hundreds of others, as it 11 EE ;E-E iE
. E K Rural corres ondents The greatest benefit can be de- can be by perusal of many excellent 11'1-‘E 1‘111E _1: _
3m le eeplng P rived. I believe, when we make all volumes on advertising from the ‘1 EE .1: :Eg1
S ————-———— our Corrspondents realize that they newspaper angle, is just that much ;I 1'E E E1 ‘ .
. - - - are writing the current history of more productive and valuable. ‘1E,3 7‘11“ “ '
large quantitirs ~ By J' M' WILLIS communities. Immediately both their community, and that it is In the pressure of details of our “E‘E‘ I :
it count Meade County Messenger quality and quantity improved 1 1 1 1 1 1 _ ,1 11 11 11
ry CclIi'eS. I , t1 I know of nothing that has appreCiated, that if they do not daily affairs theie is always danger E; 111111 1111., 11
sely and to refuse Brandenburg giea y. . . write it each week it will never be that we may become completely 1: «EV-‘1 E 31‘ i ' '
. . ~ . o. 'n ei 'h- improved my Ruial Cmrespondents 1. 1 111 .11 1E1111
h airives late. Some time ago I was 11 a n g h f r so small an outlay Wiitten. submerged. That is the tempo of :1 11 1. 1. 1 , 1
’rarie Times has 11 boring newspaper office and 81215 muc 0 1' 1‘ —————————— the age we live in. But it should 11 E E- E1:
aces and adver- : member of the staff there said that We try to keep as close peisona1 WHY A MORGUE? not stop any of us from placing E1; I;'E ,i.

as well as p35. . he could not see the use of keeping contact as possrble with all oui within arm’s reach the experience 111 11,11 11 11 1,
competitive sec- Rural Correspondents, because their Correspondents: We urge them to Every good newspaper office of those who, through their success 1 1111 11
Vlickelson, editor ‘ cpr was “Qt very interesting. Yet call at the office as 0ften1as they maintains a morgue. It is a record in our own fields, have found leisure 2| ‘QE ‘: ‘ ‘15 ‘
ions that he is befOre I left, he showed me, in the are in town, and we 1v1s1t them of the paper’s experience, a store- to record methods that brought 111E111 ,1111 1
rue buying news gossip column lof The Auxiliary, every time we are in their commun- room of knowledge and facts gath- them success by which we may :1 11_111,1 .
lots; that he is where his paper had been men— ities. This we believe, makes Oor— ered through the years, and to a profit. 11 11111 1111111
;pondence from fioned for a stunt it was pulling. respondents realize 1we1appreCiatIe great extent the backbone of a —The New York Press 12 EE 1:1I
1 his t0wn; and And yet he was nOt able to see the their seEVices and tihls gives us 013— newspaper‘s character, When a Vi— H E E ‘.‘ E1 E
with the idea of 1 Value of Rural Correspondents fer portEinitieisi r1:011111sci1e11cicfaysezhie11 gopgrrtvge tal question arises, calling for edi- Are Newspapers Manufacturers? E E: 1‘111 11
{agraphy Of his his own paper. wan, an _ torial treatment, it is the morgue __ . 111211;. 'I

' Lord Byron once said, we 3‘11 like coming. that supplies the earlier editorials The Florida legislature passed 1. E13, E
d is going in for to see our names in print, and the At our luncheon we were fortu— on the same 01. a similar question, the following tax law at its 1937 1 E:; 1 11
iV€S time. Ml‘S. very truth of that statement is one nate enough to have Mr. Vance enabling the editorial writer to session: 1 111 1
rel-1 reports that of our greatest assets. Armentrout, Associate Editor of the maintain a consistent attitude. Every person engaged in the 11 1 11 1 1 E
nto cost—cutting To get names in print we mustECourier—Journal, to tell our Oorre- When a prominent citizen dies or business of manufacturing pro— 11 11 1.11 111
illation of a new ,, rely greatly on our Correspondents spondents the value of their items, starts a new enterprise, when elec- cessing, quarrying, or mining, 1111. 11.1 1
1e equipped With “ who live in the various sections 0f and were especially well pleased E tion time comes, or when local com— shall for each place of business 7F 11;? 'E.
1 eighteen-point our Counties, and weekly furnish us With the wax m Whlcb 1he .dld lt‘ munity interests are involved in any pay a license tax of $15, plus :1; E11 11“. E“
w machine she E with copy which contains the names He also explained the limitations of way, it is the morgue that supplies one dollar for each pers0n in 1,1 11 1|: 11. 1.1
; much in three - of a great many persons, although printing equipment, which neces— background material for stories. excess of ten persons employed 1, 1 E E1 E11, 1

did in five days i it does not have a great deal of sitates getting copy in early. The Likewise, the morgue is used by thereat, pijovided said license E 11E ‘:E
t DCSSible to set‘ news value except to the persons writers were evidently ‘du‘y 1?" writers in obtaining earlier stories shall not exceed $100. E‘ E E‘: “lE
atter and head— concerned or their intimate friends.Epressed because our trouble 1w1th of certain types for guides as to No license shall be required 1.11111
ing t0 hand-set This is largely our fault in not1receiving CODY late has dlmImShed style and treatment of a current under this section where the 5‘ 3 E‘E.
also lists these ; letting our correspondents know appreciably. 1 story. The morgue is a. giant de— manufacturingy processing, 1 1 1 111111; E
:tices; adoption what we want, and in what man- The Correspondents had tips for tailed reference library devoted to quarrying, or mining is inciden— 1 , ““1
lines; elimina— ‘ 1161' WE want it: I have found my others WhiCh were also a great help. one subject, the activities of the tail to and a part of some other I ‘ 1E 21EEE‘25E
JXBS- The time . Correspondents to be anxious to I try to get my Correspondents to paper that maintains it. business classification for which 1' EE‘iEE
Elections, gettino .‘ furnish me the kind of copy I want, understand that it adds greatly to If so much care and attention is a license is required by this act, I 1, E 11E

job work, obi if I only let them know just what the value of their letters if they are worth while to preserve records of and is carried on at the place of ‘E E E‘ 11“ ‘E‘
ind work on the and how I want the copy. sent in every week—that readers in things often within the scope of a, business licensed under such 1 1 111‘. 1 1 1E

This past summer I decided to their communities want to see each city editor’s memow1 how much classification. 111ME1I1 1E1: 11 .
mess publisher, ‘ take a leaf from Mr. Gozder’s book week the happenings of thelr own more important, then, is it to main- This is a state license tax, and 11. 111111 :
elieves that this 1 and entertain the COI‘D 0f writers neighbors. , tain a library of the broader ex— each county is permitted to make . .3 1‘1“ 1
tie to reduce the at a luncheon at which time I 5% The pamphlet “FOIkS” ‘d‘s‘Er‘bu‘e‘i perience of newspapers in other an additional assessment of fifty I 21 _‘ 1 2, EEEE [11
not in any re— I forth some very simple rules for by the N. E. A. I believe w1111be a towns and cities? Few newspaper per cent, which would make the E‘E‘ 1‘11
:ays, “we should E writing of news of their respective greaghelp anddI Igavigg‘dfirfia: :13: editors, during their own careers, lifense $22.50, plus $1.50 per em- E EE ' ‘EE““"‘E‘I‘E‘
ntion to quality - —— my WWW?“ en 5’ run the whole gamut of newspaper p oyee over ten. .1 ‘1 TE 3:111} ;1132
V3“ before.“ He F its list of advertising prospects from bienknghthigulffsnds long enough to ' experience. But none can afford to One of the Florida newspapers, 1. ‘i 11l1‘1111 EEE 11‘
iers should ad- - the 30 or so that were called upon e co e . 1 be unprepared fOi any contingency haVing a cnculation of 15,000, re- E 1- 1- 1 “E“ 112111
ir services, just each week to a total of 1231 a num— At these meetings in the past we with which other editors have been ports that the tax collector in its 1- 1 1‘ 1 . E1E1EEE'E'111
ther 1011511195595 I-i ~ her which now includes all possibil- have heard (“50115510115 on free pub— faced at any time.1 county presented it with a bill of : EIE 1E ‘21::1‘1:E1‘_}
VithOUE apology ities, from the smallest insurance liCitY- I believe a. great deal (13f thlS Likewise, editorial problems new $127.75 for occupational license for l {11 IE E,E EE‘E
ions. i man with an Office in his home, to has been used because we did not to the experience of one editor but one year. He adVised the publisher .E ;- EEE E“““‘“
\lews. Herman the largest department store. The have enough live news well written, old stuff to another, may arise. that the paper would have to pay a ‘ 1 11111 EE‘E‘EEJ‘
is these Stem: advertising man has the complete for the space In our papers and at Therefore, to 1insure an editOiial tax on carrier boys. This the pub- E_ E~EE““““‘E
l departmental , list framed and placed near his the 13“ minute dropped 1“ a W0d 0f staff of the highest potential effi- lisher refused to do. on the basis 1: ‘- «1 ‘1, 111EEE‘1
ercial printing; desk. His instructions are to call free advertising for firms able to ciency, it is necessary that every that carriers were not employees. 1EE1EEEEEE:E
verly-large ex— on everyone. The result is that he pay the display rate. Untll I t°°k paper develop a 51-11391“ -morgue 1“ —The New York Press 1 i .1111 11111111111
aeding‘ up pro' " is finding some of these are good more interest in my CorresDondents, the form of an up—to date reference 5*— :111E111111111E
g a new lino- , for an ad every week, some twice a I was a prime offender. NOW Wlth library or bOOkS on journalism, Editor Wallace Brown of the ‘ ? E;““E E‘E‘EE
:er-hauling one month, some only once a month, slight help on my part, my Corre— from primers for cubs to case books, Bardstown Standard has recently 1 11111111 1i1‘1111
‘ renewed drive : and a few only when a special page spondents are furnishing me W1lth treatises in editorial attitudes, books discovered another use for the 1; 1E1E 111E11‘
l departments. jg published. The third step at St. good live news, copy which prohibr on make—up, headline writing, and weekly newspaper. His discovery 1 .. 1111; E 111111111
aper will also James was to Shift the Advertiser, a its my using 1freIe advertismg even other sumets' - f Was made when a land deed of De- ‘ “t: E? ETE‘IE‘ :‘EEE‘ ‘

reducing the Shopper—like paper, to a weekly if I were so dISDOSEd‘ No less lmpf’rtant ‘5 the need or cember, 1785, was brought to his _ ;EE E! E EEEE1
.id insist upon . publication basis. Space is now We lift news notes 0f general in- 3- reference llbrary ml the adv-ei— office. Pasted on the back to hold 31‘: EEE EE EEEE
of advertising. .I . sold for both media at a combina— terest in our Correspondents letters tismg departments. While 1thous-1 the deed together was the Western 111,11 11E 1: E11 1
full and com- E‘ tion rate. Other plans used by this and place a date line of that com— ands of newspapers 811‘8 groping American, printed by F. Peniton in I ;E 11111111111111
will be altered paper include carload lot purchases munity over: it. This gives the Col'— daily for ideas that Will 111101638: Bardstown. The paper was dated 1111 111,111E11 1111111
Will permit an 1 0f news print, and the use of many respondents credit for the item and their gdzgfl’ifiélilgnlslnfiighaidlgfge: November 25, 1803. ‘2E‘ E ‘E E [‘E‘:
0 er cent for . .. more n - . : the like to have “Specials” as W6 move ‘ ”t . 5:15:14, 13.2 :II‘Es":
p the 513061;” Sinpfdtyéfastiggmake up fO‘ cauy these. One Of my Correspon— ience of the most successful aIdver— On (iifsplay at the Eeorgetowciiri ‘E‘E E11= i1EEEEEEE1‘1
lounty Plain' The Grand Rapids Herein—ad dents told me recently that she tried tismg managers 1 he dOImant be1-1 NEWS 0 ice IS an eggl 1 (E yea: <1: _~ :1 :31 E12111fEE1 E“
J. Harold Cur- view. L. A. Rossman publisher, l‘e- to have as many as three Specials tween the covels of books that T e egg was lecen y oun e 1 11 111E 111111
- » - - - ‘ - - hould be on the desks of those neath a house in GeOigetown ,l 3: - 1, 1131'11
2, reports that pelts that Simplifying the headline each week and she neaily always 5 1 . . 1 . . E-y :f Mal 51E
ocial security f structure has enabled the staff to has that many or more. This, I be— responSible for the advertismg vol- which had been constructed in 17— 1.1 ., E1 111E111 111E11

c t 1'] two by ”ct mor ' h H lievIe encourages the writers to take ume that is the lifeblood of any 98. The suppOSition is that the egg 3111‘ 1121:! 1‘111'11 11E:

u ‘ '. : a 8 news mtg t 8 paper. . 1e ’ ~ . °~ , ~ - 2 I s a er. Most of us agree that was laid with the foundation of the -:.';E M11 :2 2g
orm 0f organl also reports that increased effic1- more pains With writing items of newp p 1 1 b 111111111 1 .111E E5111,
also simplified ency has been stimulated through_ greater importance. And in this experience is a great teacher, but house as there has 111eer1i1 no way.111.11 1 111111 11
s. The Plain- out his organization. way we have news from all part5 of too many of us limit that thought to ge11t1 beneath the s iuc ure Since 511111 E 111111 1111
was to enlarge —The Minnesota Press our Country each week and on the to personal experience. The BXDBI- that line: 1 :1 11111 11,111 11,1112

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 in: i ' f Page Four THE KENTUCKY PRESS February, 1938 ]
: I» ‘ M— "
l 3 ——-———.‘__ YOUR MERCHANTS CAN BRING! CIIEATING YOURSELF Gm
1 i .' ‘ NATIONAL ADVERTISING ——
‘ ’7/76, __ . 4 You Will give away advertisingi Cant
. l h... Condensed from The 10wa Publisher space that should be paid for if you
. ‘ i _ {i 7 ’ _‘ _, Next month a giant drug chain mention the following in the news In
, 6:1? 5. é; ‘ 3‘. will stage an anniversary sale in stories. When you are tempted to j noti
. , ‘l i " " / which its 8,000 druggist dealers will do so look at this list and remember you
. ‘j - participate. So far as local adver— that your milkman doesn’t gm It is
I' 3, t I Official Publication of The Kentucky Press Association tising is concerned, this company away milk, or your grocer bread. ‘ it’s‘
_ “ - ‘ ‘x*+— will allow its representatives to “go Price of tickets for admission to 3’“ W
1: 3, VICTORR‘PORTMANN‘"-~"""""-'Ed“°r it alone.” But the company has school, church or club activities. the
. l,‘ 33“ already made commitment for The admission price should be ad ’ papé
- , Printed On The Kernel Press, Department Of Journalism, $100,000 in radio advertising, 100,. vertised. \ or r
. ' UHIVBTSHY 0E Keml‘CkY' Lexmgw" 000 in daily newspapers, and $50,— Names of merchants who donate ' no
a “—“R‘_— 000 for bills and window displays. prizes for bridge parties, etc., held long
_, PRESS ASSOCIATION OFFICERS ‘ A quarter of a million dollars! by private groups and organizations. to (
E ' ihholinalgdarRr 13mg”. d President Entexilimseili PLrovideiticS And the weekly newspapers get not Merchants are often asked to do- infli
: 1 J. Curtis licotkeilfi-:::;;;;"“s‘;cr"e‘rier‘§i¥fé§ZSE—eif::;:::'_:::::i::::::;“‘hesiitgér. ié‘liltifle a dime of it! Whose fault is ii—our hate merchandise on the promise bsh=
. . EXECUTIVE COMMITTEE own or our national advertising that such forced donations will be sh01
' ' Gracean M. Pedlcy, Herald, Eddyville. Chairman; Harry Lee Waterfield, Ga- representatives? iadvertised free in the newspaper. I ofE
: zette, Clinton; Tyler Ivrunrord, Advocate, Margarineid; Vance Ai‘mentrout. The other day the advertising Menus in stories of dinners, sup- : €1ng
: é Search?assert?swheat:assist:sidsai?“s.32liéé representative oi iowa ween! pars. eic. This is advertising pure . bee.
‘ ‘ R. Portmann. Kentucky Press, Lexington; Joe Costello, Democrat, Cynthiana; met the sales representative Of this and simple. I
‘ £32311AB'yZYrS?dse§tiLi‘r‘3hci%{“$333125.Jar‘z’éiirt'L§°r§fétrh£ifiaiiiilt£33353: drug cham- The third ms?“ 1n the Raffles: lotteriess door Prizes and be
‘ 1 '3 LEGISLATIVE COMMITTEE - group was the local druggist. After I other games of chance._ The pasta] past
. ‘ } Thomas R. Underwood. Herald, Lexington. Chairman; Cecil Williams, Journal. the, arUg representative had, ex- [ regulations fOI‘bld thell‘ mentlon' j. tha
‘ . Somerset; Tyler Muniord. Advocate, Morganfield; George A. Joplin Jr., Com— plained the set-up for the anniver—‘ anyway. ,' and
.| inonwealtli, Somerset; Vance Armentrout, Courier-Journal, Louisville. sary sale, the druggist remarked: Name Of the automobile 01' truck no‘
,9 ADVERT‘SXNG COMMITTEE “Say, why don’t you folks help in an accident story. 11 131111
stirs, MW 3.2.3233: w“: me With my isssi ssvssssmss .1 s new business m... sssssi sass ss- is
W Dawson, Oldham Era, La Grange; A. S. Watlien. Kentucky Standard. Bards- never €913 any benefit from radio Announcement Of the opening 0f l hav
town. advertising, and I know nobody ever vertising appears in the same issue ma:
.. NEWSPAPER EXHIBIT COMMITTEE sees my name in that little type at‘ of your newspaper. Good business. triu
. Victor R. Portniann, Kentucky Press, Lexington, Chairman; W. C. Caywood the bottom of an ad in the daily __—_ aSk
. ,, Jr., Sun, Winchester; Denny B. Spragens, Marion Falcon, Lebanon. paper.” GOOD WILL BUILDERS | 'I
_ “Have you ever told that to __ ’. ASP
" j'ii' —__— ___~h our sales manager or advertising “Competition today is not so ( the
. "“l’ l- manager?” the drug representative much between merchants in the tall
- " g‘ 'lsfpexlilei‘riirg 3116:1329)“ ”3; paper keeps asked. same town as between comunities." up
. .. .f’f‘"; “ ' 1, a ‘e wr g._ “Well, no,” replied the druggist. quotes the Kansas Press bulletin. pre
.. ‘1 ( MEMBER ‘@ I The Chlef paint 0f selling 3: sub— “I never thought it would do any In this connection they continue. “ ne‘
" 5“. Ks“ :cgiglogizodascfigfitrfi; meetkly 151211;” good.” “people are seeking ente’rtainment _ 2w;
‘ K ‘ TUCKY PRES iworded 01ft 521m]: poinltscagf 1:112” "On the contrary, it would be a and amusement in addition to mers ’ 1.3,
1‘ paper Finding out the best points deciding factor,” said the represen- chandise. AS a result the town that I o(
. ‘ l -. 'l ASSOCIATION lof the a a (1 th h . th tative. “If you and a hundred other utilizes a number 0f outstanding ar-s
’3; , ORGANIZED “NW” I“, p per n en 5‘ owing e druggists from Iowa would write to good will builders, attention gettei‘s, l :
Iprospect how the paper W111 help the sales and advertisin , . or stunts during a year stands the l th‘
1i, ‘ ——-—---———' him will b much better th an ‘ _ g manage” . ~ . Be
i. . I e. an y of our company it would result in chance of Winning the trade of the _.
i . . PERSONAL SOLICITATION ‘long memorized sales talk. It has ’ _ . , surrounding area taking it away P to
I; — the added value of being friendly a complete change or oui advei— 1: th '-t h‘ h f ,1 to ‘ mi
. . B‘ R M O f th Louisiana! (:1 t tiSing set-up. You sell our mer— rom ‘9 communi Y W 10 315 ‘ * ha
‘ ' . ‘ iuce ' c oy.o' e an spon. aneous. chandise‘ you know better than we recognize the deSIre on the part Of -
. ; } State Press Assoc1ation has made Don’t just tell the prospect the d h t’I'll It the public. Special community W1
- j ‘. the following remarks in regard to paper is two dollars a year. Tell‘ 0 W a “I produce resu 8' events which will attract eople to it - sci
: Q f Personal Solicitation in Circulation him it is four cents a week—hardly, “We are constantly SOHCited by [our town if carefuh larlijned and d9
. 1 . Management: lone—half cigarette a day. Each fea— re