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E D I
THE LIGHT BREAKS
DITOR & PUBLISHER has urged for so long a sensible policy of paid Government advertising that the news from Washington comes as a tonic. It seems assured that the War Department is to use display advertising in recruiting, as well as for finding positions for returned soldiers. EDITOR & Publisher has already shown that funds of the Department may be used, as specifically provided by statute, for advertising. It is now hoped that the new Congress will make direct appropriations for this purpose. The campaign by the Railroad Administration, now to be followed by War Department campaigns, pioneer the way for the creation of a Department of Advertising, the need for which was so strikingly demonstrated in the great bond campaigns and other national tasks. If Secretary Baker shall succeed in demonstrating to the Congress the practical possibilities of Government advertising in solving national problems, he will have added to the sum of his great services to the people—services so modestly performed that our citizens have scarcely realized as yet their far-reaching value. This self-forgetting public servant, bringing to a task of unprecedented magnitude the solvent of common sense, high devotion to the cause of human liberty, and the vision which never permitted the goal to be obscured by the clouds of difficulties which often veiled from other eyes the eventual triumph, will loom large in history. The heartening fact of the hour is the trend at Washington toward a proper recognition of the power and usefulness of advertising to the nation. The light is breaking. Events are moving—forward.
A. advertising man has protested, in a letter to EDITOR & PUBLISHER, against the recent comparisons made in this journal of the costs of newspaper and magazine advertising. He claims that it is unfair to comfpare the magazine rates, based on nation-wide circulation, with rates of newspapers covering only territorial markets. EDITOR & PUBLISHER's analyses of comparative costs to advertisers in reaching regional or territorial markets were intended to show the utter waste involved in buying circulation outside the zones of distribution covered in selling campaigns. It is essential that advertisers should have such facts at hand, and EDITOR & PUBLISHER has rendered a service to them in furnishing such comparisons. It has been made plain in these analytical articles that magazine and periodical rates were based upon nation-wide circulations, and that advertisers having distribution only in certain market zones were compelled to pay for a vast bulk of circulation which could not be linked up with the more restricted selling campaigns. In presenting these comparative costs, therefore, the folly of wasting a large part of the advertising appropriation was graphically demonstrated. These articles did not carry an attack upon magazine or periodical advertising. They have merely shown the better adaptability and the economy of concentrated advertising in the newspapers reaching the people whose interest may be sought in particular selling campaigns. The figures presented have also shown the smaller cost per thousand of circulation of newspaper space in comparison with magazine space. That the contrast is striking, and that the facts themselves form the best possible argument in favor of the newspapers, are evident to all. EDITOR & PUBLISHER does not belittle the value of magazine advertising. The purpose has been to clarify marketing problems for advertisers. That the cost-tables presented have aided in this is cause for gratification.
ENATORS Moses, Smoot, New and Capper, of
the Committee on Printing, are experienced newspaper publishers. They face a great opportunity for useful public service. It will be within their power to reduce the volume of useless public documents which clog the mails to such an extent that the whole service is impaired.
A JUDGE REVERSES HIMSELF
UDGE CHESTER A. FOWLER, of Fond du Lac, Wisconsin, issued an order barring the circulation in the county of newspapers which printed anything regarding a certain murder case until after a jury had been selected. The judge contended that it would be impossible to secure an unprejudiced jury if the citizens of the county were permitted to read about the details of the crime. The attorneys of the Milwaukee Journal persuaded Judge Fowler to vacate his order. They convinced him that such an order was unconstitutional. There has always been conflict between the judiciary and the press on this question. In issuing his order the Wisconsin judge merely voiced the sentiment which has swayed judicial minds from the time when courts of law were first established— particularly since the advent of the jury system. Judges, in the earlier times, thoroughly distrusted juries. They felt that only juries composed of men of pliable minds—men so lacking in intelligence that they could not be trusted to read newspapers—could be depended upon to render verdicts in accordance with the instructions of the court. This attitude still persists in some quarters. There are still judges who thus put a premium upon ignorance and servility. It is still assumed that a man who reads a newspaper, and who forms an opinion based upon the facts presented therein, will be unwilling to change that opinion in the light of other facts. If this view were sound our social order would collapse. The very best jury is an enlightened one, composed of men or women who live and think in tune with the age; who read the news, who understand the motives and reactions of individuals under given conditions. If the people of this Wisconsin community had been deprived of newspapers which printed the facts of the case in question, and had been left to secure their impressions through exaggerated gossip, what benefit could have accrued to the state? The only definite result of such a situation would have been the creation of prejudices such as always thrive upon ignorance or credulity. Perhaps one other result would have been achieved : The people would have learned that it is within the power of a judge to control the press. And that, happily, is not true under the American COnStitution.
churches include in their budgets an appropriation for paid advertising. This action will be applauded by all who have the interests of the churches at heart. The policy is in keeping with the trend of the times. Condemnation of the newspapers by churchmen, once so much in vogue, is dying out. Leaders are coming to see the possibilities of harnessing the power of the press for the more effective promotion of religious living. They may deplore the fact that this great power is sometimes diverted from its highest uses to mankind. They may regret that more space is given by the newspapers to the Willard-Dempsey fight than to any single church movement or activity—excepting, perhaps, the “Billy" Sunday crusades. Time was when the churches permitted “the Devil to monopolize the good music.” They have, too, usually permitted other interests to monopolize the good advertising. Both of these policies of reaction should be discarded. The first has already spent its little day and is passing. The second will not hold much longer. When the churches are adequately advertised the churches will prosper accordingly. They have the greatest of all advertising assets—service, fellowship, self-realization, faith and hope and charity. Could there be a finer basis upon which to build a convincing advertising appeal? Having put itself on record in favor of a progressive policy in advertising, the General Assembly, by a vote of two to one, condemned Sunday newspapers! Thus the pendulum was given a backward swing. The scriptural records show that the Saviour of Mankind had scant patience with those who sought to restrict and to penalize good works on the Sabbath. It would appear that the spirit which He rebuked in Palestine has not yet surrendered to the forces of enlightenment and Christian progress. The Sunday newspaper should be the greatest force for the advancement of the work of the church. That it is not is the fault of those churchmen whose eyes are still blinded by bigotry and intolerance. They would abolish the most powerful means at their command for furthering the Master's work. As “the Sabbath was made for man,” so is the Sunday newspaper.
THE DOT MAP OF CIRCULATION ow TOTTICTURE the circulation of a news
* * paper so that an advertiser will carry the image in his mind has always been a tantalizing problem with publishers. The ingenuity of advertising managers has been tested to the utmost in trying to project upon the printed page striking visualizations of the manner in which their newspapers “cover" their fields.
EDITOR & PUBLISHER recalls nothing else in this line to compare with the “Dot Map” idea of the Chicago Tribune, illustrated so strikingly on the first page of last week's issue. This idea, which The Tribune generously commends to other newspapers appeals to the imagination as well as to the prac. tical, analytical faculty in men.
In The Tribune's own Dot Map, showing the distribution in the Chicago trading territory of the Sunday issue, there are more than twelve thousand dots, each dot representing fifty copies of the paper. It is a blanket of dots, spreading over six great states, and is well calculated to impress upon an advertiser one of the reasons for The Tribune's famous sub-title, “The World's Greatest Newspaper."
The Tribune's invitation to other newspapers to use the Dot Map idea should be accepted. The conception is an inspiration in newspaper promotion work—a branch of effort calling for the highest ability in the men engaged in it. The “promotion man” must have not only the creative faculty. He must have the ability to appreciate the creative work of others—and, in such instances as this where the originators of a striking idea tender it for the free use of all, he must have the vision to utilize it.
IN THE EDITORIAL ROOM
Roy Howard, president of the United Press, is due in New York today from Europe, where he has spent two months reorganizing the U. P. Continental service on a post-war basis. Maj. J. C. Hemphill, of Abbeville, has become editor of the Spartanburg (S. C.) Journal. Watson Bell has joined the staff of the Spartanburg Herald. Capt. William Rule, of the Knoxville Journal & Tribune, recently celebrated his 80th birthday and continues in active editorial work. He was editor of the first Republican daily newspaper of the south. “Bill" Steinke, Bridgeport (Conn.) Standard-Telegram and Post cartoonist, invested in a Ford. Thieves made off with it one night recently while Steinke was in Poli's Theatre on patriotic du
who is now in Albany on copy desk work. A. H. Cook, news editor of the St. Paul Pioneer Press, has been made Sunday editor in place of George N. Briggs, who has identified himself with a Twin City film company. Major Harrison Fuller, city editor of the St. Paul Dispatch, is chairman of the state committee organizing the Minnesota contingent of the American Legion. Irving Richard, who has returned from military service overseas, has become city hall reporter for the St. Paul Daily News. Leo Harrington has left a reportorial run for the St. Paul Daily News to become assistant sports editor. C. S. Johnston, just home from mili
tary service in France, has been made :
telegraph editor of the Ottumwa (Ia.) Courier. > Pte. Thomas F. Shea, son of “Mike” Shea, night editor of the Canadian Press, Ltd., at Ottawa (Ont.) and a former member of the reportorial staff of the Manitoba Free Press, Winnipeg, has returned to Canada after serving 25 months overseas. “Zen” Scott, of the Cleveland Plain Dealer’s “sport” department, will coach the Alabama University football team from September 1 to December 1, when he will return to the Plain Dealer. Scott is also an authority on trotting races. James T. Sullivan, of the Boston Globe, was one of the sixteen guests at a dinner given to Sir Thomas Lipton in New York recently.
IN THE BUSINESS OFFICE
Harry J. Grant, publisher of the Milwaukee Journal, addressed the students in journalism and advertising at the University of Wisconsin last week on the work of the advertising agency. Mr. Grant was formerly connected with the N. W. Ayer & Son and O'Mara & Ormsby. John A. Park, publisher of the Raleigh (N. C.) Times, has been selected by the local Rotary Club as a delegate to the convention of Rotary Clubs to be held in Salt Lake City. The Raleigh Rotarians are devoting their energies particularly to boy welfare work just now, backing the Boy Scout movement with characteristic vim. P. L. Apgar has been appointed manager of national advertising for the New York Sun. Harry Wilde Harris, has been appointed advertising manager of the Book Section and Book World of the New *York Sun, succeeding Charles F. Rideal, resigned. Frank W. Nye has resigned as advertising manager of Hearst's Magazine to give his time to oil and metal properties in the Southwest and Arizona. Luther Weaver and Charles Harrington, of the advertising force of the St. Paul Dispatch-Pioneer Press, have returned from a canvassing trip over the Mesaba iron range of Minnesota. Arthur B. Bowe and M. H. Stowell have left the classified department of the St. Paul Dispatch-Pioneer Press. S. J. Russell, for nine years with the advertising departments of Chicago newspapers, has becomer head of the merchandise and service department of the St. Paul Daily News. E. W. Fruetel and M. H. Severson are recent accessions to the classified advertising force of the St. Paul DispatchPioneer Press.
WITH THE AD FOLKS
E. P. Crocker, president of the Rochester (N. Y.) Ad Club has announced that he will soon assume the
THEY DECLINE TO BE MERE
Miss FLORENCE PREvost
PCRTLAND, Ore., June 3.—Portland women engaged in advertising, who recently were denied membership in the Portland Ad Club, have formed an organization of their own, called the Advertising Woman's Club of Portland. It starts off with an enthusiastic membership and a determination to make a success.
When the men declined to open their membership rolls to women, they suggested that they would have no objection to the formation of a women's auxiliary.
But the women decided they would not be a mere auxiliary to any men's organization. Their leaders are: President, Miss Florence Prevost; vice-president, Miss Hazel Gough; secretary, Mrs. Ocean Jolly; treasurer, Miss Kathryn Coffield; historian, Miss Onida Herhily.
management of the Detroit territory for the Monroe Calculating Machine Company. - 7 - --1-1
Leroy Fairman, one of New York's
best known advertising copy writers, has recovered from a long illness and is ready for work again. Matthew DeW. Hanrahan, who was advertising director of the National War Savings Committee in Washington until the signing of the armistice, and Miss Mary E. Donegan of Brooklyn, N. Y., were married recently in Brooklyn. Mrs. Hanrahan recently completed 14 months in active service with the Army Nurse Corps. Miss Katherine H. Mahool is a new member of the Green-Lucas Agency's copy staff in Baltimore. W. W. Cribbins, late of the San Francisco Chronicle, has been appointed advertising manager of Garrett & Co., New York, handling “Virginia Dare Wines.” Joel Chandler Harris, Jr., has joined the copy staff of the Johnson-Dallas Company, Atlanta. L. A. Gillette has been appointed to the advertising department staff of the Eastman Kodak Company, Rochester, N. Y. N. W. Mogge, recently with the advertising department of the California Fruit Exchange, is now connected with the Mutual Service Corporation, New York. Mrs. Julia Carroll has resigned from the advertising department of ScruggsVandervoort-Barney Dry Goods Company to accept a position with the Drygoodsman, St. Louis. Charles W. Collier, formerly assistant secretary of the Advertising Club of St. Louis, who has just returned from overseas, has joined the advertising department of the St. Louis Brass Manufacturing Company, maker of “Brascolite.” Dr. G. C. Mars, of the St. Louis School of Fine Arts, Washington University, and advertising manager of the Hydraulic Pressed Brick Company, discussed “Art in Industry and Advertising,” at the luncheon meeting of the Advertising Club of St. Louis, June 3. Edward K. Harrington and I. M. Schieber are new members of the Schiele Agency's staff, St. Louis. A. J. Collins is the new advertising manager of the Ajax Rubber Company, New York. He is from the Atlas Portland Cement Company. M. S. Harris has become advertising manager of the Shutter Johnson Candy Company, Chicago. J. T. Fehlandt is now connected with the advertising department of the E. J. Brach & Sons Candy Company, Chicago.
TIPS FOR THE AD MANAGER
SHERMAN & BRYAN, 79 Fifth avenue,
SAMELow AGENCY, 127 N. Dearborn
L. A. SANDLAss, 7 Clay street, Balti-
JUNIORS ELECT CORRIGAN
Eight Service Members Welcomed Home
St. Louis, June 2—J. Vincent Corri-
Following the election, a banquet was
New Men with Poughkeepsie Star
Pough KEEPsi E. N. Y., June 3.-Alfred
Bruce Directs “W. S. S.” Publicity
ATLANTA, Ga., June 2.—Bruce Hall,
Mrs. Wilcox Critically Ill
News dispatches from London say
Crate Back at Old Post
OTTAwa, Ont., June 4.—J. S. Crate,
Sues Portland Telegram
Porti.AND, Ore., June 2.—The Port-
A Big Little State
Q—I, acting as a syndicate salesman, frequently run into editors who tell me
A—Don’t bet on it. Human nature is not “alike” the world over, particularly
Q-What reserve allowance would you advise to carry to cover loss on bad
A You. know the state of your business for six months—draw an average.
Q-ln the general increase in advertising we have not been able to get
A-We know of some conspicuous instances wherein the April, 1919, classified
"", "ities. Qur, own opinion is that in the big advertising boom many
publishers have - - -
L. W. Aloud had n Associations, to see about re-establish-
Sa d Unusual Honor— ing the service of that organization in
concerning a special cable service to
O "- - -
o o: ashen *A. B. C. Report, April 1st, 1919.
chanical facilities to meet the constantly
FACILITIES OVERTAXED BY RECORD BUSINESS
(Continued from Page 8.)
dom from dull months and disorganized intervals.
“The modernized efficient advertising agency is working effectively for this very desirable condition for the publishers.
“The American Association of Advertising Agencies has endorsed to its members a plan for close co-operation with publishers, to avoid the forcing of national advertising into the heavy days of the week. Following this thought is the greater one of extending the campaign into twelve months instead of only part of the year.
“Newspaper publishers generally, even the publisher of the small local daily and weekly, appreciate the service of * correct advertising agency today and the spirit of team work is everywhere apparent. This spirit will do more to make for advertising prosperity than all else, and all of us should remember that advertising prosperity brings national prosperity. “Prosperous days for newspaper publishers have come. It was to have been expected. “It was the obvious thing to predict. “Should advertising run into large volume it meant a large use of newspaper space. In no other way could large volume present itself. “Advertising has reached a national volume today which compels still more advertising. “The great expansion field is the newspaper. The limit to which the national advertiser may expand through newspapers will not be reached for years. The happy prospect of new corners of the field to conquer will spread out before the eyes of national advertisers for many seasons.
Bright Outlook “This argues properly that the prosperity of the newspaper publisher will be on an upward scale for years. “Every cross-road in the country has a worth while buying power today. The newspaper reaches to the last home and therefore offers to the advertiser the facility for intensification of sales effort, which is as comprehensive as it is gigantic in its proportions. “Foreseeing what was coming in the newspaper field, the American Association of Advertising Agencies suggested the standard rate card to every pubŽisher in the country. “This was done with a view to making the sale of advertising space practical and easy in every newspaper in the country. “We believed the big day for the newspaper was at hand, and undertook to make the sale of their space soundly and accurately merchandisable. “Clean circulation figures and sound rates are vitally important now, so that the prosperity coming to the newspaper may not be impaired. Every newspaper in the country can look for more na
tional advertising, and can do its share to promote the permanence of the growing volume by taking off unnecessary restrictions and penalties which some newspapers put on foreign advertising.
“Every newspaper in the country can say that it is represented in all of the eighteen larger advertising markets of the United States by one or more members of the American Association of Advertising Agencies. These agencies not only represent all the newspapers, but are creating for them, constructing for them, building for them.
“The splendid manner in which the newspapers generally have co-operated with our association in adopting the standard rate card is splendid evidence of continued advertising prosperity. It shows a degree of sympathetic co-operation on the part of the publishers which is encouraging to our members to work harder to create more advertising.
“The material for new advertisers is not yet fully surveyed. The manufacturer who merely wants to preserve his present volume is now finding himself compelled to turn to advertising, as well as the manufacturer who wants to increase his output and improve his profits.”
H. N. Owen, editor and publisher of Farm, Stock and Home, an agricultural publication, published in Minneapolis, was in New York this week attending a conference called by the United States Grain. Corporation by Julius Barnes, president, to devise plans and methods of caring for the storage of the 1919 wheat crop. Mr. Owen was accompanied by Railroad Commissioners Jacobson of Minnesota, Aandahl of North Dakota, and Murphy of South Dakota.
“The 1919 wheat crop, for the handling of which Congress appropriated one billion dollars, is, in its present prospect, an enormous one, and because of it, the present unbounded prosperity of the Northwest will be tremendously augmented,” he said.
“The value of the five 1918 grain crops, wheat, barley, rye, oats and hay, was $1,116,600,000. Just those five crops alone averaged each one of Minnesota's 156,000 farmers $2,229.28. North Dakota has 74,000 farmers and the average for them was $4,864.84, and each of South Dakota's 77,000 farmers averaged $3,562.15. Only the direst calamity can prevent the doubling of these figures for 1919. And mind you, the figures just quoted do not include corn, now selling
at $1.75 a bushel, nor flax, which brings $4.25, nor the 65 cents paid at the farm for butter and 40 cents the farmer gets at his door for a dozen eggs, and, last, but by no means least, hogs, at $21.00 per hundred weight, nor $17.00 for good beef steers on the hoof.” Mr. Owen said the zone postal system was working great hardship. “One of the daily newspaper boys told me it would cost him $9.00 per copy for mail charges alone to get his paper into Montana,” he said, adding, “He isn't going to do it, that's all.” Asked about the new daily newspaper, The Star, about to be started in Minneapolis by the Non-Partisan League, Mr. Owen said: “Those folks have a corking good newspaper in Fargo and another in Grand Forks, North Dakota. Practical newspaper men get the sheets out. They handle the news in good, clean, unbiassed shape, and do not overburden their columns with their own propaganda.” Sidney M. Owen, the present publisher's father, was for twenty-five years publisher of Farm, Stock and Home. “I want to equal his record,” said his SOn.
Pay a Fine Testimonial to L. A. N. DeLisser .
Retiring Advertising Manager of N. Y Evening Sun Organizes Firm of Publishers' Representatives
Friends and associates on the Ne York Evening Sun have presented L. A N. DeLisser, retiring advertising mana ger, with a hand-painted-on-vellum tes timonial and a handsome brass-mounte desk set of 18 pieces, as a token of th esteem in which they hold him and t wish him success in his new busines venture. Mr. DeLisser has entered bus ness on his own account as a membe of the firm of Hamilton-DeLisser, Inc publishers' representatives.
The testimonial bore the following ir scription: “To Mr. Leicester Audley Norman De Lisser:
“The following members of the staff of Tl Evening Sun and others of your many friend take this opportunity of expressing to you the regard, esteem, and affection on the terminati of your long, arduous and honorable career, wit that publication, and on which your abilities, e forts, and faithful work have meant so mus for its success.
“They also wish you a still further succes in your own new connections, and interests, t gether with all health and happiness, and the ask you to kindly accept the accompanyir eighteen piece desk set—one piece for each yet of your increased accomplishment—as a pe manent reminder of their heartfelt admiratic for you.
“New York City, “May the 31st, 1919."
The presentation was made through committee consisting of Frank Mo Laughlin, Philip Bleeth and Charles Rideal. Miss Irene A. Manning wo secretary-treasurer of the fund sul
The Pittsburgh so Post
has the second largest &. morning and Sunday circulation in Pittsburgh.