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Mi... 



m ir^TjiLT 


S Thousandt sworm Doily 
News Ploio os S S 
Sofito Clous docks. Stote 
Street Council officials es* 
timoted the S-Ooy crowd 
ot SOO.OOO to 7S0.000— 
oiq^est since V.| Doyl 


2 At the prow of o Doily 
News poper boot of the 
Poterson lines (converted 
into o foirylond ship). 
Sonto woves to the huge 
crowds lining the Chicogo 
river. 


I 0« S'Doy. Hov. It— 
* for the first time in 
Ckicogo's history — St. 
Nick come by ship from 
the froien North 
arronged by the Doily 
News 


4 Along with Sonto come 
celebrolted comic lob 
Hope Stiir In ’’The Greot 
Lover ' mood of his lotest 
picture. Hope plonts o kiss 
on the guest of honor. 


5 On Sonto s boot, too. 

wos the entire cost of 
WINl'T^'s 'Super Circus■ ’ 
show, including Cloude 
Kirchner. Mory Hortline, 
Cliffy the Clown ond bond 


6 As o result, here s whot 
hoppened on Stote Street 
Chicogo hasn't seen onyfhtng 
like it since Mrs. O'Leory's cow 
kkked over o lontern.' re¬ 
ported the Chicogo Tribune 


DITOR & PUB 


THE FOURTH ESTATE ! 

SUITE 1700 TIMES TOWER • 1475 BROADWAY. NEW YORKj 

Hcenlered as Secoi'd Class Matter Jaiiuar.r la. 1043. at tlie Post Ollice at New York. X. Y..| 
I opyriElitcil 1!I40, The Editor & Publisher Co.. Inc. 


DEC 12 1949 


Every Saturday with 
additional issue in January 


$5.00 per year in U. S. A.; 
$5.50 in Canada; $6.00 Foreign 


DECEMBER 10. 1949 


15c PER COPY 


.and brought 
the biggest j 
crowd to I 
i State St. 

I since | 
V-EDay! I 


CHICAGO DAILY NEWS 


JOHN S. KNIGHT, Editor and Publisher 


pEi^lODlCAL DAILIES BREAKING RECORDS WITH MAMMOTH EDITIONS 














NEW ORLEANS 


SUNDAY ITEM 

WILL BE PUBLISHED FOR THE FIRST TIME 
MARCH 5, 1950 

This will be the first new Sunday paper to be published in 
New Orleans since 1876. The New Sunday ITEM is another 
of the important advances made by the new owners* 


After making a two year survey of 
newspapers in the United States, the 
present management chose the ITEM as 
the best newspaper opportunity. 

On July 14, 1949, the ITEM, an evening 
paper was taken over with a circulation 
of 96,000. 

The progress of the ITEM since that 
time is a story within itself. 

When New Orleans saw the kind of 
paper the new ITEM was, people began 
bombarding it with one request: 

"GIVE US A SUNDAY ITEM." 


and most important, readers demanded 
it. 

In response to these thousands of re* 
quests the ITEM, now definitely the 
leading afternoon paper of Louisiana in 
both circulation and advertising, is giving 
to the largest city in the South a new, 
vital Sunday paper. 

With American Weekly, and the coun¬ 
try's top comics, management of the 
ITEM pledges a newspaper worthy of 
the Crescent City. 



NATIONAL REPRESENTATIVES 

SAWYER-FERGUSON-WALKER 

NEW YORK CHICAGO DETROIT ATLANTA LOS ANGELES SAN FRANCISCO 



LJvER 6 million cars produced 
r-i in 1949—a record-shattering figure for 

^ f*'® automotive industry! Yet C. E. Wilson, 

president of General Motors says, "We are 
making plans to produce cars and trucks in 
1950 at the same or slightly higher rate than we 
did last summer .. And the summer months were the 
peak months! Ford, Chrysler, Hudson, Packard, Kaiser- 
Frazer . . . they’re all set to follow suit. 


That means the tenth straight year of FULL employ¬ 
ment for over a million Detroit workers. And the 
beauty of it is that ONE newspaper—THE DETROIT 
NEWS—will adequately cover the entire 6 counties 
that comprise the Detroit market! 


442,977 
Highest weekday 
circulation o/ any 
Michigan Newspaper 
550,957 
Sunday 
Circulation 

A.B.C. Figures for 6-n,onthl 
period endiirg September 30 
194V 


THE NEWS is 


• First in total wgokdoy circulation 

• First in homo-dolivorod circulation 

• First in total advortising linagt 

• First in practically ovory major classification of 
advortising 


Oirnere nntl Operatrrrir nf Hnrtio Sfntirrne WIf'J, WWJ-FM^ 1FWJ ^TV 


I^ITOR & PUBLISHER for December 10, 1949 






The Most Dangerous Tree in the World! 



DON’T use cotton, paper or other 
flaniniable material for decora¬ 
tions. Don’t use candles. Don’t use 
frayed strings of lights or worn 
extension cords. Don’t overload 
electrical circuits. Don’t leave tree 
lights on when you go out. Don’t 
smoke or use matches nearhv. 


DO choose a small tree. The smaller 
the tree the less the hazard. Do 
keep it away from radiators, 
heater, fireplace. Do use wdring 
with the U.L. label. Do dispose of 
gift wrappings promptly outside 
the house. Do take down your 
tree when needles begin to fall. 


"Six Killed in Christmas Fire!*. . . 

"Tree Blazes. Four Die!". . ."Xmas 
Tree a Family Pyre!" 

\ou’rc shocked every Yuletide by 
news headlines like these. 

riic tragic victims were families 
who ’Midn’t know”...didn’t know a 
Christmas tree is saturated with 
highly fiammahle pitch and resin. A 
hurtling match or cigarette or an 
electric spark can turn it in a flash 
into a roaring, crackling mass of 
flames. In two minutes it can fill a 
room with fire gases deadly enough 
to kill. 

Careful this Christmas...lest your 
Christmas tree he dressed to kill! 


Clip out and save these suggestions. They'll help 
keep your Christmas merry. 


The fire insurance companies ic/iic/i maintain the 

National Board of Fire Underwriters 

85 John Street/ New York 7, N. Y, 

for public serrice through... Fire Prevention in Home and Industry... Improved Fire*Fighlir 

t Facilities... Fire->afe Building (^odes... Safety TesJi by Underwriters* Laboratories... Arson 
Investigation... Disaster Emergency Plan for Policyholders ... Research and £ngiiicerin& 


yesse/zi^, ypszr Ap/rre, ym/eyoA 

^ HoKema/r 


Uae only wiring and Repair and Insulate heatinf^ 

appliance* with the L'.L. label plant, ftove*. chimneyg 


Don't use gasoline or 
benslne for home cleaning 


Put out every match 
and cigarette 


EDITOR & PUBLISHER for December 10, 19® 


2 




FOTOGS... 


Select your best 1949 pictures for inclusion in 
Editor & Publisher 11th News Picture Contest 


News 


Picture 


THREE CASH PRIZES will be awarded by EDITOR & PUBLISHER lor the best news 
photographs made by newspoper or news service employes, and published in DAILY 
NEWSPAPERS during the calendar year 1949. Entries will be received at the address 
given below imtil January 31, 1950. 


Contest 


Winning photographer in the E. & P. contest will receive the ANNUAL AWARD of 
Kent State University, Kent, Ohio, for his contribution to pictorial journalism, and 
the winning photo will be hung in Kent State's HALL OF FAME. 


icr 

ra- 

ase 

)rn 

)a*l 


rce 

jn't 



FIRST PRIZE 



SECOND PRIZE 



THIRD PRIZE 


Certificates of award will 
also be made to news¬ 
papers or news services 
employing the winning 
photographers. 


r""*- I 

,er 10. in 


IMPORTANT 

All entries should be mounted on board, 
sire not exceeding 16 x 20. Entries must 
be mailed on or before January 31, 1950. 
SUBMIT ALL MATERIAL, CARE¬ 
FULLY PACKED TO PREVENT DAM¬ 
AGE, ON OR BEFORE JANUARY 31, 
1950. 

«- 


3. 


4. 


editor (S, publisher for December 10, 1943 


CONDITIONS OF THE CONTEST 


1. Pictures taken by photographers employed by a newspaper, a syndicate, 
a news service or by an accredited free lance in the U. S. and its posses¬ 
sions, in Canada or in Mexico, are eligible. No stills from newsreels 
are eligible. 


2. There is no limit on number of picmres which may be submitted by an 
individual. Pictures must have been published in a newspaper during 
the CALENDAR YEAR OF 1949. Attach as proof of publication a 
clipping or tear sheet bearing date line, or a statement from your 
editor or chief of photo staff verifying publication. A descriptive 
caption on the back of each picture should tell the circumstances under 
which it was made, and with what make of camera; also the type of 
film and bulb employed, shutter speed and lens stop. Publication of 
a picture in a magazine or other periodical does not qualify it for 
this contest. 


All photos will be judged in one class: SPOT NEWS PHOTOS, 
Cameramen in small communides have an equal opportunity with the 
photographers of large cities to win recognition. The point system de¬ 
vised by the Nadonal Press Photographers Association will be followed 
in the judging. This provides: 4 possible points for dramadc quality 
achieved while covering spot news story where unrehearsed action is 
obvious; 2 possible points for difficuldes encountered and competidve 
conditions under which photographer worked; 2 possible points for 
importance of story; 1 possible point for technical quality. 


Pictures must be submitted in 8x10 size. Prints must be glossy and 
should be mounted on board (size of mounting is not to exceed 16x20) 
to protect the print and show it effectively to the judges. A flexible 
non-curling board is best for exhibition purposes. Each picture must 
carry a title written or lettered under it. NO NAMES OR OTHER 
IDENTIFICATION SHOULD APPEAR ON THE FRONT OF THE 
PICTURE. 


5. Pictures will not be returned unless requested at time of entry. All 
copyrights will be carefully respected in reproduction for news purposes 
in EDITOR & PUBLISHER. 


(TO PHOTO DEPARTMENT HEADS: Please 
post these rules conspicuously for your staff.) 



News Picture Contest 


EDITOR & PUBLISHER 


1700 TIMES TOWER 


NEW YORK 18, N. Y. 



Times 

publishes 

record 

On Sunday, December 4, 

The New York Times published the 
largest issue in its history. 

This record issue carried 508,602 lines of 
advertising. Because of mechanical limitations. 
The Times was obliged to omit 72,000 lines of 
advertising. 

Included in this issue were a 112-page 
Main News Section with 232,779 lines of 
advertising, an 80-page New York Times 
Magazine, a 64-page Christmas Book Issue 
of The Times Book Review, and a 
32-page Winter Vacation Section. 

Here is ample proof of how advertisers value 
The New York Times ability to bring in 
more sales . . . more profitably. 

JJetor Jfork Slimei! 

"ALL THE NEWS THAX’S FIT TO PRINT” 

For 30 years first sa/esman in the world's first market 


issue 



editor & PUBLISHER • The Oldest Publishers' and Advertisers' 


ISSUED EVERY SATURDAY 


FOUNDED IN 1884 


’49 A Year of Huge Editions 
For Many U. S. Newspapers 


r 10. 19^ 


Miami News Record of 504 Pages 
Still Stands, But Giants Roll On 


By Jerry Walker 

This year will go down in 
journalism histoiTr as the Year 
of Mammoth Editions. A whole 
new chapter of newspaper 
achievement has been written 
on tons and tons of newsprint, 
and the whole story won't be 
told until all of the returns are 
compiled on giant holiday num 
bers. 

But no year, in Editor & Pub¬ 
lisher records, can lay claim to 
so many huge editions — both 
regular and special — of daily 
and Sunday newspapers as have 
been published in 1949. Top¬ 
ping the list, to date, is the 480- 
page Fort Worth (Tex.) Star- 
Telegram on Sunday. Oct. 30. 
marking the city’s 100th birth 
day. 

380-Page Regular Edition 

As regular editions go, the 
honors were copped Sunday. 
Dec. 4. by a 380-page New 
York Times, containing 508,602 
agate lines of advertising. Be¬ 
cause of mechanical limitations. 
■Times management said. 72.000 
lines of advertising were omit¬ 
ted. 

The record-breaking Times 
(there have been several “rec¬ 
ord” editions this year) con¬ 
tained a 112-page Main News 
Section with 232,779 lines of ad¬ 
vertising. a 28-page Drama Sec¬ 
tion, a 32-page Winter Vacation 
Section, an 18-page Review of 
the Week, an 8-page Sports Sec¬ 
tion, a 14-page Financial-Busi¬ 
ness Section, a 24-page Real 
Estate Section, an 80-page (tab- 
oid) Magazine, and a ■64-page 
(tabloid) Christmas Book Is¬ 
sue of the Times Book Review. 

3 in Over-400 Class 

Two other newspapers, be¬ 
etles the Fort Worth Star- 
have issued special 
unions exceeding 400 pages, 
rae Dallas (Tex.) Morning 
.^'s of Sunday, May 22, was a 
Texas Unlimited Edition” of 
w pages, celebrating the open- 
mg Of the new newspaper plant, 
o e St. Paul (Minn.) Pioneer 
Aorif it on Sunday. 

a 420-page Cen- 
Edition which had 467,- 
''’J, ijpcs of advertising. 

* 11 ®“®i^Pion, however, in 
thp size tournament is 

26, 1925. with 504 
pages. There were 
22 sections: 20 with 24 pages 


each, 8-page Comics, and 16- 
page Society. Each copy 
weighed just under 8 pounds, 
and 50 carloads of newsprint (at 
$80 a ton) was consumed. 

The Miami edition, celebrat¬ 
ing the opening of the News 
Tower and the 29th anniversary 
of the incorporation of the City 
of Miami, contained 813,036 
agate lines of advertising, a rec 
ord which has fallen this year. 
The Fort Worth Star-Telegram 
ran 865.354 lines. 

A big chunk of this year's 
record tonnage of newsprint has 
gone into the making of the 
record breakers, but the total 
consumed in those enterprises 
will be only a drop in the 
bucket when a grand total bill 
of $500,000,000 is paid by the 
United States daily newspapers 
for 1949 newsprint. 

Not in any one month this 
year has the newspapers’ con¬ 
sumption of print paper, as 
measured in the reports by 525 
dailies to ANPA, been less than 
300,000 tons. This, too, is a 
record for the business. News¬ 
print usage in October amount¬ 
ed to 399,262 tons, the most 
ever consumed by the nation’s 
presses in any one month. In 
May, 392,212 tons were con¬ 
sumed. The low mark was 308,- 
753 in February. 

In 10 months of this year, 
newspapers have used more 
newsprint than in all of 1946 
and almost as much as in all 
of 1947. The total for 1949 
will surpass the 4.000,000-ton 
record of 1948 by a couple of 
hundred thousand tons. 

More King-Size Editions 

Last week. Editor & Pub¬ 
lisher reported a few examples 
of the king-size Christmas shop¬ 
ping editions which newspapers 
around the country — in St. 
Louis, Boston, Los Angeles, Re- 
leigh, Buffalo and Milwaukee — 
had produced. The “record” rec¬ 
ord continues this week: 

Colorado Springs (Colo.) Ga¬ 
zette-Telegraph, 52 pages, Nov. 
25, largest weekly paper ever 
published in the town. 

Rochester (N. Y.) Democrat 
& Chronicle, 104 pages. Thanks¬ 
giving Day, with 180,091 lines 
of local retail advertising from 
412 accounts (51 more accounts 
than last year). 

Los Angeles (Calif.) Times, 


Editor S publisher for December 10, 1949 


264 pages, Sunday, Dec. 4, larg¬ 
est in its 68-year history, 318,- 
420 lines of advertising (62.221 
lines of classified). 

Los Angeles Examiner, 216 
pages, Sunday. Dec. 4. with 
239,080 lines of advertising (49,- 
713 lines of classified). 

(On Oct. 16, the Times had a 
Sunday edition of 238 pages; 
the Examiner, 236 pages. Best 
previous Sunday Times was 246- 
pager in 1922.) 

Troy (N. Y.) Times Record. 
64 pages, Nov. 23, largest in its 
history. (Usual 10-page food 
section was run Nov. 21.) 

Providence (R. I.) Evening 
Bulletin. 88 pages, Wednesday, 
Nov. 30, a new record. 

Fort Atkinson (Wis.) Daily 
Jefferson County Union, 20 
pages, Dec. 1, with 28,000 lines 
of advertising, biggest in its his¬ 
tory. 

La Crosse (Wis.) Tribune, 
64 pages, Nov. 28, with 105,000 
lines of advertising. 

Cincinnati (Ohio) Enquirer, 
304 pages, Sunday, Dec. 4, with 
prospects of a larger edition on 
Sunday, Dec. 11. 

New York Mirror, 124 pages, 
tabloid. Sunday, Dec. 4, largest 
in its history. 

New Haven (Conn.) Register, 
120 pages, Sunday. Dec. 4, in¬ 
cluding a 24-page Christmas 
Gift section. 

Des Moines (la.) Register, 
largest daily issue in history. 
Thanksgiving Day, with 98,058 
lines of advertising, of which 
87,676 were local display lines. 

(Register and Tribune Insur¬ 
ance supplement. Nov. 23, was 
56 pages, tabloid, with 34,146 
lines of advertising, a new rec 
ord). 

Chicago (Ill.) Sun-Times, 180 
pages, tabloid, Sunday, Dec. 4, 
following a 128-page Thanks¬ 
giving Day issue, both new rec¬ 
ords. 

Several New Records 

New York News reported new 
records for regular issues set 
in November. On Thursday, 
Nov. 10, it ran 156 pages, tab¬ 
loid. On Sunday, Nov. 27, the 
Manhattan edition had 164 
black-and-white pages; 244 in 
Kings, 248 in Queens and 160 
in Newark. 

The San Francisco Chronicle’s 
Christmas Book Section this 
year contained the greatest ad¬ 
vertising volume of its 10 years 
of publication—close to 20,000 
lines. 

Oil and local civic festivities 
accounted for several big edi¬ 
tions in Kansas the past month; 
Great Bend Tribune, 48 pages; 
Russell Daily News, 22 pages; 


Ne-wrspaper in America 


Tree Baby' Offer 
Stirs Angry Cry 

Portland, Ore.—Twenty-four 
and 16-page special sections in 
the Oregonian and the Journal 
announced the opening of a 
new Fred Meyer super market, 
with unusual attractions. The 
one that threw consternation 
into the ranks of Portland 
citizenry was the line “FREE 
BABY—Drawing Thursday, De¬ 
cember 1, for a healthy 2- 
months old baby, to be won by 
some deserving man and wife.” 

Letters and telephone calls 
poured in to the newspaper of¬ 
fices. demanding that the papers 
put a stop to this inhuman, il¬ 
legal scandal. Holders of the 
winning number received a 
baby chinchilla, said to be 
worth $500. complete with cage, 
food pellets and a bundle of 
hay. 


Arkansas City Traveler, 56 
pages; Independence Reporter, 
36 pages; Junction City Union, 
32 pages; Perry Mirror, 20 
pages. 

Samples of Bigness 
Copies of many, probably not 
all, of the special and record 
editions of daily newspapers 
published this year have been 
received by the Editor & Pub¬ 
lisher Library. They include; 

480 pages— Fort Worth (Tex.) 
Star-Telegram, Sun., Oct. 30. 

442 pages— Dallas (Tex.) 
Morning News. Sun.. May 22. 

420 pages— St. Paul (Minn.) 
Pioneer Press, Sun., April 24. 

304 pages— Anderson (S. C.) 
Mail, Sat., Nov. 5, for 50th an¬ 
niversary of pajier and State¬ 
wide Progress Edition. Printed 
on golden book paper; 100 pages 
of advertising. 

296 pages (tabloid)— New 
York News, Sun.. Sept. 25, 
Home-maker Special. 

286 pages—Milwaukee (Wis.) 
Journal, Sun., Nov. 27, with 
1,200 columns of advertising. 

282 pages— Spokane (Wash.) 
Spokesman-Review, Jan. 23, 
"Progress Edition,” 70 full-sized 
pages. 282 tabloid pages. 

280 pages— Dallas (Tex.) 
Times-Herald. Sun., Aug. 28, 
“The Dallas Story,” largest edi¬ 
tion in paper’s history. 

228 pages— Minneapolis Star- 
and Tribune, Sun., Aug. 28, for 
Minnesota Territorial Centen¬ 
nial. 

204 pages — Walla Walla 
(Wash.) Union-Bulletin, Sun., 
Feb. 20, “Progress Edition.” 

202 pages— Greenville (S. C.) 
News, Sun., Sept. 25, 75th anni¬ 
versary edition. 

194 pages— Philadelphia (Pa.) 
Inquirer, Sun., May 15,—329,273 
lines of advertising. 

192 pages— Casper (Wyo.) 
Tribune, Feb. 20,—31st annual 
edition, largest in history. 

* Continued on page 61) 


5 



H-A Tells How 
Mignon Made 
Death Chair Pic 

Chicago —How a Chicago Her- 
ald-American photographer got 
an exclusive picture of James 
(Mad Dog) Morelli, in the elec¬ 
tric chair, Nov. 25, was revealed 
here this week. 

With pictures and text, the 
Hearst Newspaper devoted a 
page to Joe Mignon’s picture 
scoop, giving the inside story of 
the Morelli electrocution pic¬ 
ture first published in the Her- 
ald-American, Nov. 26. 

A hole was cut in the heel 
of Mr. Mignon's shoe as a se¬ 
cret compartment for the minia¬ 
ture Minox camera, three inches 
long, one inch wide and three- 
fourths-inch thick. An insole 
was then fitted into its regular 
place, effectively hiding the 
camera. 

Mr. Mignon filed past the X- 
ray inspectoscope at the Crimi¬ 
nal Courts Building execution 
chamber. The camera was not 
detected and Mr. Mignon was 
among the spectators. He slip¬ 
ped the camera from the heel 
of his shoe, covered it with a 
handkerchief, and snapped the 
picture of Morelli in the chair. 

The inspectoscope had not 
fogged the photographic film, 
because the X-rays had not been 
on long enough to penetrate the 
leather and rubber shield of the 
photographer’s shoe, and the 
metal of his camera. 

Stating the picture showed 
that “Crime does not pay,” the 
Hearst paper added, “The Her- 
ald-American also proved that 
the detection system is not fool¬ 
proof.” 

2,300 Papers Used 
In New Hudson Drive 

Detroit, Mich.—Twenty-three 
hundred newspapers will be 
used during the week of Dec. 
11 for the second follow-up an¬ 
nouncement ads for the new 
Hudson Pacemaker. 

The Hudson Motor Car Co. 
also reported “huge su(x;ess” in 
its earlier announcement ads 
for its entry in the lower price 
field. 


E & P INDEX 

Advertising Survey . ,. 14 

Book Review . CO 

Bright Ideas ,. 32 

Campaigns & Accounts. 14 

Cartoons . 13 

Circulation . 41 

Editorial .’ 35 

Equipment Review . 43 

Journalism Education . 30 

Obituaries .64 

Personal ..... 37 

Photography . 28 

Promotion .. 32 

Radio-Television . 56 

Short Takes .. 18 

Syndicates . 40 


Any anicle appearing in this 
publication may be reproduced 
provided acknowledgment is 
made of the Editor & Publisher 
copyright and the date of issue. 



Jas. H. Skewes, editor and pub¬ 
lisher of the Meridian (Miss.) Star 
and other newspapers, at play¬ 
ground dedication. 

War Veterans 
Honor Skewes 

Meridian, Miss.—Attended by 
a large crowd, and with national 
and city officials participating, 
the Jas. H. Skewes playground 
of the Oakland Heights Vet¬ 
erans Village, was formally ded¬ 
icated this week by the Ste- 
phenson-DeLauncey Post, No. 
T9, Veterans of Foreign Wars. 

A plaque on the base of the 
American flagpole, at the site, 
reads: “Jas. H. Skewes Play¬ 

ground dedicated in honor of 
Jas. H. Skewes, editor and pub¬ 
lisher of the Meridian Star, 
whose unselfish service to 
World War II veterans and to 
the children of Meridian, long 
will stand as an example of 
civic devotion worthy of emu¬ 
lation.” 

The editor and publisher as¬ 
sisted in the successful move¬ 
ment of World War II veterans 
to purchase the homes in the 
Oakland Heights Village, a war¬ 
time project for personnel sta¬ 
tioned at Key Field. Further 
aid to ex-servicemen, as well as 
his efforts in behalf of the chil¬ 
dren, caused the Village vet¬ 
erans to name the playground 
as an expression of appreciation 
and a tribute to the Meridian 
newspaperman. 

Meridian establishments and 
individuals donated the equip¬ 
ment for the recreation center. 

Editor and Publisher Skewes, 
in accepting the honor of the 
playground name, declared: 
"We deem this honor in no 
mere personal or individual 
sense, but as bestowed in be¬ 
half of some 100-up members 
of the Meridian Star staff, who 
have made due journalistic con¬ 
tribution in the realm of public- 
civic betterment.” 

■ 

Gifts for 1,600 

San Francisco — Santa will 
have individual gifts for 1,600 
orphans this year, thanks to the 
San Francisco Call - Bulletin’s 
Welfare Fund for Children. 
Funds come from a year-around 
series of benefits. The newspa¬ 
per pays all administrative ex¬ 
penses. During the year begun 
with the 1948 Christmas season 
2,503 children were aided and 
$14,878.69 expended. 


Union Given 
Tele Operation, 
No Pay Boost 

Zanesville, O. — A one - day 
strike by union printers against 
this city’s three daily news¬ 
papers ended Friday, Dec. 2, 
and publication was resumed 
by all three papers on Saturday. 

The papers are the morning 
Times Recorder and the Zanes¬ 
ville Signal and the Zanesville 
News, afternoon dailies. The 
first two are owned by the 
Zanesville Publishing Co., and 
the third by E. J. Jones. 

The deadlock, which put the 
papers out of print, involved 
a controversy over pay increases 
and shorter working hours, and 
the jurisdiction of Teletypsetter 
perforators installed last July 
by the Zanesville Publishing Co. 
papers. The News has no Tele¬ 
typesetters. 

The settlement came when 
the publishers granted jurisdic¬ 
tion of the perforators to the 
union. There will be no change 
in the wages or hours and other 
economic changes were not 
granted. The agreement is for 
12 months, retroactive to Nov. 1. 

The Zanesville scale, which 
will be unchanged, is $80.63 
day, and $86.38, night, for 37Vi 
hours with two weeks’ paid va¬ 
cations. 

The printers asked wages of 
$90 for day work, $99 for night 
work, and a 35-hour week. 
They also sought double pay 
for overtime, two weeks’ paid 
sick leave, three-week vacatiops 
for 10-year men, and an insur¬ 
ance plan, in addition to tape 
jurisdiction. 

mj Unit Recognized 

Ansonia, Conn.—L. L. Desaul- 
niers, publisher of the Ansonia 
Sentinel, afternoon daily, has 
announced recognition of Local 
285, International Typograph¬ 
ical Union, as bargaining agent 
for the newspaper's 21 compos¬ 
ing room employes. 

A brief work stoppage on the 
morning of Nov. 29 was fol¬ 
lowed by a discussion between 
a union committee and the pub¬ 
lisher. 

■ 

Randolph Negotiates 
With N. Y. Publishers 

Woodruff Randolph, president 
of International Typographical 
Union, met with representatives 
of the Publishers Association of 
New York City Dec. 7 to nego¬ 
tiate for a contract to replace 
the one that expired September 
30. With him was Elmer Brown, 
ITU second vicepresident. 

International officers were 
called in by Typographical Un¬ 
ion No. 6 after a stalemate. Mr. 
Randolph has been meeting also 
with representatives of the com¬ 
mercial printers group. 

Among the union demands 
are a $10 to $16 weekly pay in¬ 
crease, an employer-financed 
pension plan and a cut in hours. 
The publishers have insisted on 
a wage scale that is “realistic 
in light of current problems and 
conditions.” Present journey¬ 
men’s scale is $99 to $1()9. 


Clague Is Named 
To ABC Board 

Stanley R. Clague, circuk 
tion manager of Modern HotS- 
tal magazine, Chicago, has bew 
appointed to the board of th* 
Audit Bureau of Circulations u 
a business paper representative 

The appointment effective un 
til the ABC convention in Oirto- 
ber, 1950, was made at a boaid 
meeting last week to fill the v»- 
cancy caused by the recent 
death of George M. Slocum, pub¬ 
lisher of Automotive Newt. 

Mr. Clague, son of the late 
Stanley R. Clague, who was one 
of ABC’s founders, is regarded 
as an advocate of ABC auditini 
of paid circulation only, al¬ 
though one of the three publica¬ 
tions with which he is connect 
ed is predominantly controlled 
circulation. Modern Hospital 
has an ABC net paid circulation 
of about 10,000 and free distribu¬ 
tion of approximately 500. 

Mr. Clague’s father, who was 
owner of the Clague Advertif 
ing Agency in Chicago at the 
time, was one of the prime mov 
ers in organization of the Bu¬ 
reau and served for a number 
of years as its managing direc¬ 
tor. 


P.O. Denies An'y Port 
[n Hoover Slogan Bon 


Washington— The Post Office 
Department has denied flatly it 
had any part in, or responsi¬ 
bility for, “censorship” of a 
proposed slogan to be used on 
envelopes indorsing the Hoover 
Report. 

The slogan, "For Better Gov¬ 
ernment, Support the Hoeivei 
Report,” was the idea of Rine 
hart and Co., book publishers 
■The firm intended to stamp the 
slogan on its mail which is run 
through a postage meter ma 
chine manufactured by Pitney 
Bowes, Inc., of Stamford. Conn. 


Philin Ewald, Rinehart adver 
tising director, w'as reported as 
saying the slogan was turned 
down by the Post Office Dep^- 
ment on the grounii it was “oi 
controversial nature” and there¬ 
fore in violation of the postal 
regulations. 

On the contrary, said Deputy 
Assistant Postmaster General 
Nelson B. Wentzel, the Depart 
ment was never consulted W 
anyone on the slogan. Further, 
he said, he believed the slogan 
would not be considered centre 
versial or objectionable. 

What happened, Mr. Wentiel 
said, was that he had been U" 
formed by officials of the Pitn^' 
Bowes firm that they had Of 
dined to make the necessary 
die for the Rinehart postage nu 
chine. Mr. Wentzel said he w» 
informed Pitney-Bowes wW 
acting in conformance with coir 

pany policy, which in gen^ 
attempts to follow the pohcy 


Clark Pyle, Washington repie 
sentative of Pitney-Bowes,^ 
Mr. Wentzel he had been 
juoted in press reports w 
jffect that he had “specrf^^ 
isked” for a Post Office ruUnf 

ISinAViort clnffRll. 


EDITOR & PUBLISHER for December 


10 , m 


6 

















Business: Speak Up!’ 
AANR Theme in 1950 

By George A. Brandenburg 


Detroit —Business must tell 
its own story if it expects to re¬ 
main in business, members of 
the American Association of 
Newspaper Representatives de¬ 
clared in accepting a public re¬ 
lations advertising program as 
their "No. 1” job in 1950. 

Endorsement of a "Business: 
Speak Up!” presentation made 
by President Del Worthington 
was the highlight of the annual 
AANR membership meeting 
here Dec. 5. In attendance were 
76 members from 33 firms. 

Stresses Timeliness 

Using visual exhibits and 
quoting many comments from 
top management executives, as 
well as labor and government 
officials, Mr. Worthington ex¬ 
pressed the conclusion that busi¬ 
ness itself, speaking through in¬ 
dividual corporation advertise¬ 
ments in hometown daily news¬ 
papers to its employes, stock¬ 
holders. customers, their neigh¬ 
bors, friends and “enemies,” can 
best tell its own story, 

A specific plan to implement 
the public relations advertising 
program by business and indus¬ 
trial firms, large and small, to¬ 
gether with readership studies, 
success stories and suggestions 
to management as to copy 
themes, is being prepared by 
AANR and will be available 
early in 1950, 

AANR members plan to make 
personal presentations of “Busi¬ 
ness: Speak Up!” to key execu¬ 
tives in all classes of business 
and industry to drive home the 
importance of telling their story 
in their own way through news¬ 
paper ads. 

Public Needs Information 


ing keeps business in step with 
these changes.” 

Mr. Worthington, executive 
vicepresident of Cresmer & 
Woodward, Inc,, Chicago, was 
elected AANR president, suc¬ 
ceeding Thomas W’. Walker, 
S a w y e r-Ferguson-Walker Co., 
New York. 

Lee Ward, president of Ward- 
Griffith Co., New York, was 
named vicepresident; and Paul 
V. Elsberry, vicepresident of 
Scheerer & Co., Chicago, was 
elected treasurer. Douglas Tay¬ 
lor, of J. P. McKinney & Son, 
New York, was re-elected secre¬ 
tary. 

Mr. Walker reviewed AANR 
developments during the year, 
pointing out the progress made 
by the association in helping to 
build newspaper advertising to 
the greatest volume in history. 
He cited the recognition being 
given the special representatives 
and their many services by both 
advertisers and publishers in 
the national advertising field. 

Told of Movie 

AANR members were told of 
a color-sound motion picture 
now' in production by the Chi¬ 
cago chapter. (E&P, Dec. 3, p. 
13). The film, entitled “Johnny 
On the Spot,” is being sponsored 
by the Chicago chapter for the 
benefit of newspapers generally. 

Another AANR activity is the 
new color slide presentation, 
“The Sharpest Problem Facing 
Business Today: Rising Costs.” 
The presentation is aimed pri¬ 
marily at food advertisers. 

J. H. Sawyer, Jr., Sawyer- 
Ferguson-Walker, chairman of 
the food editors’ conference, re¬ 
ported on the 1949 meeting last 


September in Chicago and at¬ 
tended by 110 newspaper food 
editors, representing 697t of the 
total U. S. daily and Sunday cir¬ 
culation. The 1950 conference 
will be in New York, Oct. 9-13. 
he said. 

As a result of a pilot survey 
made in his otlice of 81 daily 
papers during May. it was found 
that these dailies published 668.- 
731 lines of food editorial con¬ 
tent. or the equivalent of 276 
pages. This sjudy led to the 
Bureau of Advertising asking its 
members to measure food con¬ 
tent for daily and Sunday issues 
during September. 

48.000.000 Lines Annually 

A total of 3,909,382 lines, or 
1,129 pages of food editorial con¬ 
tent, appeared in 624 member 
papers, representing 76.7% of 
the total U. S. circulation, Mr. 
Sawyer reported. This total, he 
asserted, leads to the projection 
that U. S. newspapers publish 
approximately 48,000,000 lines of 
editorial food content yearly, 
compared to the estimated 1,300,- 
000 lines of food editorial in 41 
national magazines in 1948. 

Mr. Sawyer was appointed 
chairman of a special AANR 
committee to determine how 
best to promote this editorial 
coverage to the food industry. 
He has named as his committee 
W. A. D. Daniels, Scripps-How- 
ard Newspapers, and Richard 
Tincher, New York News. 

In addition to the six active 
chapters of AANR, including 
New York, Chicago, San Fran¬ 
cisco, Los Angeles, Detroit and 
Philadelphia, the association ap¬ 
proved plans to invite newspa¬ 
per representatives in other 
cities to become associate mem¬ 
bers. Such members would be 
located in Boston, Cleveland, 
Atlanta. Denver, St. Louis, Kan¬ 
sas City, Dallas and others. 

Jack Cross of the Katz Agen¬ 
cy, New York, was named pub¬ 
licity director of AANR and 
F. F. Parsons, Ward-GriflSth Co., 


Chicago, was re-appointed edi¬ 
tor of the AANR bulletin. 

Mr. Worthington, as the new 
AANR president, is well ac¬ 
quainted with association affairs, 
having served the Chicago chap 
ter as secretary for three years 
and last year as vicepresident. 
He is executive vicepresident of 
Cresmer & Woodward. 

Cites Favorite Motto 

Mr. Worthington has one 
motto that he intends to make 
a part of his AANR administra¬ 
tion, he told E&P. That motto 
is: “There is no limit to the 

good a person can do, if he 
doesn't care who gets the 
credit." 

Mr. Worthington is a gradu¬ 
ate of Dartmouth College (1926) 
and he later received a Master 
of Business Administration de¬ 
gree from Northwestern Uni¬ 
versity. He started his busi¬ 
ness career with a public util¬ 
ities organization in Chicago 
and between 1928 and 1935, he 
headed the Investors Manage¬ 
ment Co., an investment counsel 
organization. 

In 1934. he joined the sales 
staff of Williams, Lawrence & 
Cresmer, moved up to vice- 
president in 1941 and was ap¬ 
pointed executive vicepresident 
in 1945. Upon merger of his 
firm with that of John B. Wood¬ 
ward, Inc., he was named ex¬ 
ecutive vicepresident in the 
Chicago office. 

The Lesson of A & P 

“Business is on the spot, on 
the defensive,” he asserts. 
"Many businesses and industries 
are being maneuvered into the 
position of denying all sorts of 
false and misleading charges 
leveled against them. A & P 
(Atlantic & Pacific Company) is 
the latest company to be actu¬ 
ally sued by the government, 
and is denying the charges in a 
series of advertisements. This 
is the best possible move A & P 
can make. And yet denials are 
(Continued on page 61) 


“The public not only has a 
lamentable lack of information 
about business; it is misin¬ 
formed.” declared Mr. Worth¬ 
ington. 


“This cannot be corrected bj 
speeches, articles and editorials 
as effective as they may be ir 
helping to crystallize publii 
opinion in a general way. Each 
individual business must ^eah 
up. The job must be done by 
every corporation with assets tc 
preserve, with stockholders tc 
assure, with management need¬ 
ing incentives, with workers tc 
k^ happy and efficient, and 
with customers to be sold not 
only products and services, bul 
confidence and lasting loyalty. 

‘This is a job that must be 
bone through newspapers, which 
are made to order for it. News¬ 
papers differ from other media 
^ause they are especially edit- 
M for the community in which 
in^ are published, and every- 
^y in each community. All 
business is local, and the vital 
lactor of newspaper effective- 
n«s IS localness.” 

Newspapers are the voice of 
business,” he continued. “The 
n^s columns mirror what peo- 
changes in 
conditions. Newspaper advertis¬ 



AANR officers and directors at Detroit meeting: Left to right, front row—E. M. Roscher (St. Louis 
Post-Dispatch), Thomas W. Walker (Sawyer, Ferguson & Walker). Paul Elsberry (Scheerer & Co.), 
treasurer; D. I. Worthington (Cresmer & Woodward), president; Douglas Taylor (J. P. McKinney & 
Son), secretary, and S. P. Mahoney (Burke, Kuipers & Mohoney); second row—James B. Jones (Scripps- 
Howard), Vincent Kelly (Jann & Kelly). W. A. Daniels (Scripps-Howard), Henry Slamin (Geo. B. 
McDevitt & Co.), Charles Buddie (McKinney), and Preston Roberts (O'Mara & Ormsbee). Not in 
picture are Vicepresident Lee A. Ward (Ward-Gnffith) and Directors William E. Peters (Hearst), 
John Skelly (McDevitt) and Clark Biggs (Moloney, Regan & Schmitt). 


editor 5 PUBLISHER for December 10, 1949 


7 



7 Kinds of Census Data 
Asked for Advertisers 


Seven suggestioas for increas¬ 
ing the value of the 1950 Census 
to marketing and advertising 
were drafted this week for con¬ 
sideration by the Advertising 
Advisory Committee of the De 
partment of Commerce. 

As newspaper representative 
of the newly established com¬ 
mittee. David W. Howe, Bur¬ 
lington (Vt.) Free Press, planned 




to present the recommendations 
at the first meeting Dec. 9 in 
Washington. Mr. Howe, a for 
mer president of the American 
Newspaper Publishers Associa¬ 
tion. detailed the newspapers' 
suggestions, incorporating ideas 
of the Bureau of Advertising, as 
follows: 

Comparison oi Areas 

1. For cities of under 50,000 
population outside the new me¬ 
tropolitan areas the census 
should give some attention to 
analyses of population, business 
and manufacturing statistics that 
will provide a fair comparison 
with the new metropolitan areas 
set up for cities over 50.000. 

2. Consideration should be 
given to the market identity of 
those cities which fall within 
the larger metropolitan areas. 
For example, the Minneapolis- 
St. Paul metropolitan area is a 
major marketing area; however, 
each of these communities serves 
individual territories; they are, 
in many respects, separate mar¬ 
kets. Many other examples ex¬ 
ist—such as Newark, N. J., in 
the New York metropolitan area, 
etc. 

3. Data should be available 
on a county basis for retail sales 
by commodities in addition to 
sales by type of store—if not on 
a county basis—at least on a 
state basis, and, if that is not 
possible, on a regional basis. 

4. Census should provide on a 
county basis the number of each 
type of retail outlet—the types 
should be as detailed as the di¬ 
visions now used for states. 

Spending-Saving Study 

5. As near as possible to the 
gathering of income data in the 
1950 Census the Department of 
Commerce should undertake a 
new study of census spending 
and saving by income groups by 
regions in order to realize the 
full value of the income data in 
the Census; the resulting data 
to be presented in usable form, 
such as expenditures for news¬ 
papers. magazines, books, etc.. 


shown separately and not com¬ 
bined in an over all figure la¬ 
beled expenditure for reading. 
The spending and saving data 
should not be limited only to 
urban and rural non-farm fam¬ 
ilies but should «be based on all 
families. 

6. The Census Bureau should 
consult with the U. S. Office of 
Education with the object of 
developing a definition of func¬ 
tional illiteracy which can make 
use of the education statistics 
gathered by the Census. 

7. We strongly recommend 
that complete census data be 
made available on IBM punch 
cards for reproduction at the 
earliest possible date in order 
that interested people can begin 
using the data promptly. 

Sawyer Praises Advertising 

Secretary of Commerce 
Charles Sawyer, the only pub 
lisher-member of President Tru¬ 
man's Cabinet, set the stage for 
the first Advertising Committee 
meeting by a strong statement 
endorsing the function of adver¬ 
tising in the U. S. economy. 

Mr. Sawyer, who is president 
of the Lancaster tO.) Eagle Ga¬ 
zette. told a Detroit convention 
of ad men on Dec. 1 that “ad¬ 
vertising. wholesaling. and 
transportation have been cruci¬ 
ally important in building the 
American mass market. The 
mass market in turn has en¬ 
abled our manufacturers to pro¬ 
duce goods more and more ef¬ 
ficiently." 

“When the man on the street 
talks about the costs of distri¬ 
bution he is likely to talk most 
frequently about the cost of ad¬ 
vertising.” Mr. Sawyer said. 
“Advertising is always in the 
public eye. Almost without 
knowing it people use advertis¬ 
ing as a daily convenience to 
help them decide what they 
want for their money. Depend¬ 
ing upon individual tastes ad¬ 
vertising is attractive, revolting, 
useful, or wasteful. 

“To the average person, the 
economic utility of advertising 
is something of a mystery. He 
knows only that there seems to 
be much more of it than there 
was in the good old days. The 
money spent for advertising in 
1900 was approximately a half 
billion dollars. Last year it was 
nearly five billion dolars. 

Judge It by Its Usefulness 

“We must judge the economic 
usefulness of advertising by the 
results—the greater availability 
of goods and services to the peo¬ 
ple in terms of what they can 
buy for their wages. Bad adver¬ 
tising will be gradually elimi¬ 
nated by the working of our 
competitive system. The adver¬ 
tising industry itself has done 
much to raise the quality of ad¬ 
vertising through self-imposed 
standards. Government regula¬ 
tion has effectively stopped 
other kinds of advertising which 
presented false claims to the 
public. Through competition in 
this highly competitive field and 


through the votes of the public 
in terms of their response to ad¬ 
vertising we shall see a further 
improvement in the quality of 
advertising. 

“We in government are inter¬ 
ested in advertising. In war and 
in peace American advertisers 
working with the government 
through the agency of the Ad¬ 
vertising Council have helped to 
sell the public on worthy causes. 

“Since coming to the Depart¬ 
ment of Commerce I have been 
impressed by the magnitude of 
the advertising industry and its 
importance in stimulating the 
growth of our economy. Some 
weeks ago I decided to set up 
an advertising advisory commit¬ 
tee. I know that we can look 
forward to a fruitful exchange 
of ideas, and I hope that as a 
result of our meeting the gov¬ 
ernment will find ways to im¬ 
prove its services to your great 
and vigorous industry. 

■‘Advertising can do the job 
of selling American business to 
the American people. 

Editorials Hit 
For Odd Words 
And Mere News 

Lexington, 'Va. — 'Virginia’s 
daily editorial writers use too 
many unusual words and write 
too few light editorials, but 
they cannot be accused of 
“Afghanistanism.” 

That was the consensus of 
two out-of-State editorial writ¬ 
ers who conducted a critique of 
the editorial pages of 15 lead¬ 
ing Old Dominion dailies during 
a Virginia Press Association 
seminar here last weekend. 

The seminar, for non-daily 
editors as well, was conducted 
on the campus of Washington 
and Lee University in coopera¬ 
tion with the Lee Journalism 
Foundation. 

Paul H. Trescott. of the Phil¬ 
adelphia (Pa.) Bulletin, told 
the 30 daily editors and edi¬ 
torial writers he found too 
many unusual words in the edi¬ 
torials, too many news leads and 
too much mere rewriting of 
news stories with an editorial 
label. 

Robert H. Estabrook, of the 
Washington (D.C.) Post, vice- 
chairman of the National Con¬ 
ference of Editorial Writers, 
criticized the makeup of most 
of the pages as “dull,” and 
called for more light editorials. 

Both men agreed the papers 
had a good percentage of edi¬ 
torials dealing with local affairs 
and did not lodge the bulk of 
their editorial criticisms on re¬ 
mote problems, such as man- 
eating tigers in Afghanistan. 

Prof. Roscoe B. Ellard of the 
Graduate School of Journalism 
at Columbia University, stressed 
that “the editorial page must 
pay its own. way” in reader 
service and reader interest, just 
as any other department of a 
newspaper must. 

He condemned as “profound 
stupidities” the output of those 
editorial writers who add no 
background, provide no interpre¬ 
tation or give no opinion on 
news developments. 


ANPA Urges i 
FCC Action ' 
On Cable Rates 

Washington — The Federal 
Communications Commission 
was told Dec. 6 that the Amer 
lean Newspaper Publishers’ As 
sociation “is greatlv disturbed 
by the threat to worldwide (r« 
dom of information" inherent in 
regulations dealing with nrei 
communications adopted iS 
summer by the Internatio^ 
Telegraph Conference in 

Cranston Williams, eenmi 
manager of ANPA, read to the 
FCC a statement prepar^ by 
Gen. Julius Ochs Adler, vice 
president and general m’anaeer 
of the New York Times and 
chairman of ANPA’s press com¬ 
munications committee. 

When he finished, almost all 
of the Adler statement ns 
struck from the record on mo¬ 
tion of the FCC attorney, who 
claimed portions of the state 
ment were not based on correct 
information. The examiner 
commented that portions were 
not pertinent to the hearine 
because the Paris conference 
was not being considered. 

General Adler’s statement said 
the two basic American propos¬ 
als supported by the American 
press were defeated by the con¬ 
ference. They were 1) revision 
of regulations to extend on a 
worldwide basis the general 
American practice of handling 
press queries, orders and ad¬ 
ministrative messages at press 
rates; 2) revision of the article 
regulating “radio communica¬ 
tions to multiple destinations" 
to bring it into line with Amer 
ican practice, including author 
ized reception in all countries 
by private radio stations. 

'The one American proposal to 
which the American press ob¬ 
jected. the fixing of a minimum 
of 15 words - later altered to 10 
words—for press messages, was 
adopted. General Adler stated. 

“And what is even more im¬ 
portant," his report continued, 
“the Paris conference devised ' 
an insidious regulation which 
will result in automatic in¬ 
creases in most overseas press 
rates. This is the regulation 
whereby these press rates are 
to be fixed arbitrarily and with¬ 
out any consideration of eco¬ 
nomic or other factors, at one- 
third of the full commercial 
rate.” 

His statement suggested that 
the FCC: 

• Immediately advise all signa¬ 
tories to the regulations that 
American carriers will not be 
forced to nor asked to abide by 
the Paris regulations. 

• Counsel the American car 

riers most strongly to do thtf 
utmost between now and Jim 
1, 1950, to negotiate private 

agreements with the maxim® 
possible number of foreign ad¬ 
ministrations to continue to 
keep press rates divorced from 
commercial rates, and to refrain |j 
from a 10-word minimum. 

These suggestions were the 
only portion of the 
that technically remained m tne 
records. 


EDITOR & PUBLISHER for December 10. 


3 






Editors’ Quiz Tests 
Mettle of NAM Brass 


LEADERS of the National Asso¬ 
ciation of Manufacturers sub¬ 
mitted Dec. 8 to a super press 
conference at which questions 
were thrown by some of the 
nation’s leading newspapermen. 
The session, which ranged from 
China to the Pacific Northwest, 
from Point 4 to farm prices, 
ended as an approximate stand- 
ofl. 

Billed as a “no holds barred” 
duel, it was actually a serene 
and gentlemanly press confer¬ 
ence. On occasion, the NAM 
men were accused of skirting 
the point, but for the most part 
the give-and-take was direct. 

Setting of the drama was the 
54th Congress of American In¬ 
dustry, sponsored by NAM, at 
the Waldorf-Astoria Hotel. Dra 
matis personae: 

The Press: 

Carroll Binder, editorial edi 
lor, Minneapolis Tribune: 

A. T. Burch, associate editor, 
Chicago Daily News: 

Erwin D. Can ham, editor, 
Christian Science Monitor: 

C. P. Ives, associate editor. 
Baltimore Sun; 

Lawrence C. Martin, associ¬ 
ate editor, Denver Post: 

Ralph E. McGill, editor, At- 
lanto Constitution; 

Philip H. Parrish, editorial 
page editor, Portland Oregonian: 

Geoffrey Parsons, chief edi¬ 
torial writer. New York Herald 
Tribune: 

Forrest W. Seymour, editorial 
page editor, Des Moines Regis¬ 
ter & Tribune: 

Orrin R. Taylor, editor. Arch¬ 
bold (O.) Buckeye, and board 
chairman, National Editorial 
Association. 


Management: 

Wallace F. Bennett, presi¬ 
dent. NAM; 

Morris Sayre, board chair¬ 
man, NAM; 

Robert R. Wason, Ira Mo¬ 
sher. and Earl Bunting, past 
presidents of NAM. 


Moderator: 


Prof. Lyman Bryson. Colum 
bia University. 

Mr Bryson scans the front 
page of the New York Sun 
'“I'm looking for a story that 
Diight be the basis for a discus¬ 
sion that will bring out the 
statesmanship of American busi¬ 
ness; here's one — something 
.the struggle in China, 
ov- * industry’s policy on 
China?” 1 . End prologue. 

.'Hie action, with some ex¬ 
cision of soliloquies in the in¬ 
terest of space: 


Bunting: The American gov 
ernment will have to determim 
whether China has a govern 
t^nt we can deal with. Eacl 
iirfustnalist will then have t( 
dMide for himself whether anc 
^Iria business will 


CiWHAM; James Warbui 
called on business tc 
Point 4 as a way o 
the cold war. Should bu 
join this rather modest gc 


ment effort to aid backward 
areas? 

Bunting: NAM has studied 
the implications of Point 4. If 
the program and political con¬ 
ditions in China encouraged pri¬ 
vate investment by U. S. indus¬ 
try, industry would be likely 
to back the program. The de¬ 
cision is based purely on sta¬ 
tistics, not policy. 

Bryson: Would you withhold 
support simply because China 
has a Communist government? 

Bunting: It would depend on 
whether American nationals 
felt reasonably sure of the safe¬ 
ty of their investments. 

Sayre: Ditto. We’d have to 
be sure of a stable government 
that would protect our invest¬ 
ments. 

Bennett: A Communist China 
would probably not welcome 
American investment; its indus¬ 
try would be nationalized. We 
would want opportunity, fair 
treatment, and free movement 
of goods produced there. 

Binder: Too much is being 
made of stability. Is not the 
real problem whether you can 
get guarantees that the govern¬ 
ment will carry out its obliea- 
tions? Isn’t it wrong to limit 
this to protection of capital in¬ 
vestment? 

McGill: Regarding free trade 
—once we have aided a back¬ 
ward area and industrialized it. 
what about continuing subsidies 
to keep goods moving freely? 
That brings up the matter of 
tariffs. 

Wason: Tariffs at an earlier 
time were indispensable to the 
development of American in¬ 
dustry. Today it is high-paid 
American labor that is the bene¬ 
ficiary of tariffs, not industry. 

Ives: Mr. Bunting says pri¬ 
vate capital would be available 
if its safety were assured. I 
have been given to understand 
that industry is worried about 
the absence of venture capital 
in our own country. 

Bunting: There will be an 
increasing shortage of venture 
capital here unless the govern¬ 
ment adopts a more realistic 
tax program. 

Sayre: Capital goes where it 
gets its best return—at home or 
abroad. 

Martin: China has had an 
unstable government for some 
time, yet we have been doing 
business there. How does Brit 
ain fit into the picture? 

Sayre: The British are look¬ 
ing for a place where they can 
compete. China is such a place. 
They can’t compete here. 

Seymour: Let’s get closer to 
the point. What about the ques¬ 
tion of support by our govern 
ment if private capital won’t 
go there—in other words, con¬ 
verting private capital, through 
taxes, into public funds? 

Burch: Should government 
underwrite the risk of using 
American capital to aid back¬ 
ward areas? 

Sayre: I’m a little afraid of 
that. 

Canham: We’re missing the 


^ITOR 4 


PUBLISHER for December 10, 1949 


point. Isn't it fair to say that 
NAM is not interested in Point 
4 as a means of equalizing the 
haves and have-nots? 

Wason: American industry 

can spend money far more ably 
than the government. 

Parrish: Let’s bring it nearer 
home. The West is becoming 
more solid than the Solid South. 
Our problem is conservation of 
natural resources. You have 
come out against public power 
What is back of this policy? 

Bennett: The government, 

of course, must take the initia¬ 
tive in such vast projects as 
■■'Valley Authorities.” The ques¬ 
tion is what is done with what 
is developed. If it is used as a 
means of nationalizing power 
and arable land, we are op 
posed. 

Parrish: In the last election. 
Oregon was the only state that 
went Republican. And the Ore 
gonian’s policy is essentially Re¬ 
publican. But 1 can’t promise to 
hold that part of the world for 
you. 

Bennett; My state of Utah 
is also helping. We elected a 
Republican governor and he’s 
doing a good job. 

McGill: Hasn’t T'VA been a 
real benefit to private industry 
and the farmers? Aluminum 
Company and other large in¬ 
dustries have been helped by 
government power develop 
ment. 

Mosher: 1 have an idea the 
government has done many 
things not justifiable by any 
yardstick. Sure, some people 
benefit from government gifts, 
but in many cases the govern 
ment exercises undue control. 

McGill: I’m not talking 

about that. After the thing is 
done, has industry gained by 
getting a cheap source of 
power? 

M.osher: Very well, some 

business men may profit, but 
this kind of capitalization is 
basically wasteful. 

Taylor: Everywhere there 
are shortages of water or 
threats of shortage. Isn’t there 
a place in American industry’s 
nhilosophy for conserving this 
basic resource? 

Sayre: I’m proud to say NAM 
has appointed a conservation 
committee. 

Parsons: I feel that the atti¬ 
tude of Mr. Mosher is states¬ 
manlike. I don’t agree with the 
easy idea that the government 
should do everything. It’s very 
easy to prove by juggling figures 
that power projects are profit¬ 
able. I side with NAM. 

Binder: I find myself confused 
by the answers we have been 
getting. People may leave here 
with the idea NAM’s leaders are 
taking a narrow view of the 
foreign aid program. Isn’t there 
some awareness that the Mar¬ 
shall Plan and similar devices 
are attempts to bolster our allies 
in a struggle that may take 
many years? Isn’t it sometimes 
worthwhile to offer subsidies for 
reasons other than economic re¬ 
turn? 

Mosher: NAM actively sup¬ 
ported the Marshall Plan idea 
and philosophy. But we don’t 
want to support a foreign gov¬ 
ernment with unsound princi¬ 
ples. 

Martin: The answers indicate 


that NAM is interested in de¬ 
veloping capital in this country , 
and yet it surrenders to such 
things as RFC loans to Kaiser. 

Sayre: We are fed up with 
government subsidies to busi¬ 
ness or anyone else. 

Seymour: If you’re going to 
gei rid of present farm subsidies 
shouldn’t the farmers be assured 
that high demand for their prod¬ 
ucts will continue? 

Bennett: We are doing every¬ 
thing we can to get our mem¬ 
bers to stabilize employment 
We hold clinics on the subject. 

■ 

Pearson Says 
Pegler Broke 
'Peace' Pledge 

Bell Syndicate Columnist 
Drew Pearson, plainti"^ in two 
libel suits against Columnist 
Westbrook Pegler. King Fea¬ 
tures Syndicate and Consoli¬ 
dated Hearst Publications. Inc. 
seeks to file amended complaint.s 
which would enlarge the scope 
of charges against the defen¬ 
dant and increase the request 
for damages from S.'iOO.OOO to 
SI.200.000. 

A feature of the amended 
complaint would be a request 
for $200,000 from Mr. Pegler 
singly due to a violation of an 
alleged 1946 agreement which 
the plaintiff says bound the two 
columnists not to comment “ad¬ 
versely upon the other.” The 
amended complaints w’ould also 
seek $300,000 from Mr. Pegler 
and King Features jointly: $200.- 
000 from King Features alone: 
and $500,000 from Hearst Con¬ 
solidated. 

The motion is to be argued 
before Justice Thomas A. Aure- 
lio in New York County Su¬ 
preme Court Dec. 13. 

The agreement, i t was claimed, 
was reached between the two 
columnists Jan. 2, 1946, pursuant 
to the settlement of a libel suit 
brought by Mr Pearson against 
Mr. Pegler. 

The amended complaints 
would restate charges that Mr. 
Pearson’s reputation was dam¬ 
aged by Pegler columns blaming 
tTr. Pearson in the suicide of 
Defense Secretary Forrestal and 
calling Mr. Pearson a “liar and 
a blackguard.” A new plaintiff 
charge would be that the defen¬ 
dants have waged an anti-pro¬ 
gressive policy and intended 
through the columns to hurt lib¬ 
eral and progressive movements 
in the U. S. 

The motion charges the defen¬ 
dants filed a “scurrilous and 
lengthy unverified amended an¬ 
swer.” < E&P, Nov. 26). 

An additional plaintiff charge 
would be that the defendants 
hoped the Pegler columns 
would goad Mr. Pearson into re¬ 
ciprocal attacks as a newspaper 
circulation builder. 

Mr. Pegler and his counsel. 
McCauley & Henry, were served 
notice Dec. 7 that Quentin Rey¬ 
nolds. journalist and author, is 
suing for $500,000 damages over 
Mr. Pegler’s column of Nov. 29. 
dealing with a biography of 
Heyw'ood Broun. Hearst Consol¬ 
idated Publications and King 
Features are co-defendants. 


9 


ACLU Blames Daily 
For Peekskill Riots 


Responsibility for the or¬ 
ganized violence at two Paul 
Robeson concerts near Peekskill. 
N. Y. last summer was placed 
directly on the PeekskVl Eve¬ 
rting Star in a report issued this 
week by the American Civil 
Liberties Union. 

Donald F. Ikeler. president 
and busines;s manager of the 
paper, immediately issued a 
complete denial, and quoted 
front page editorials to support 
his statement. 

The ACLU’s 46-page report, 
drawn up in cooperation with 
five other organizations, stated: 
“the local press bears the main 
responsibility for inflaming, pos¬ 
sibly through sheer irresponsi¬ 
bility Peekskill residents to a 
mood of violence. 

Blames Community 

At a press conference Dec. 7, 
Economist Terrence McCarthy, 
former Peekskill resident and 
chief investigator for the study, 
told reporters there might have 
been trouble anyway, but that 
there would have been no or- 
aanized violence had not the 
paper initiated it. 

“The moral and social respon¬ 
sibility, however, belongs to the 
community itself.” Mr. McCar¬ 
thy added. 

Mr. Ikeler told Editor & Piib- 
LisHER he has appeared before 
the Grand Jury now investigat¬ 
ing the riots, and added that he 
has no evidence that the jurors 
have any interest in the role of 
the press as a possible factor in 
the riots. 

District Attorney George M. 
Fanelli said the Grand Jury “is 
inquiring into every phase of 
the Peekskill matter.” The 
Jury’s report is expected before 
Jan. 1. 

Mr. McCarthy and other in¬ 
vestigators interviewed 96 eye¬ 
witnesses. Besides the section 
on the press, the report includes 
a sociological studv of the area, 
the role of the police and other 
law-enforcement agencies and 
officials, the veterans organiza¬ 
tions and the youths who par¬ 
ticipated in the outbreaks. 

Cites Anti-Semitism 

The report states that the out¬ 
break of violence was “more 
than a dramatic release of ten¬ 
sions which mark the cold war 
with Communism—for behind 
the anti-Communist sentiment 
marshalled by organized veter¬ 
ans in a misguided expression 
of patriotism, lay prejudice 
against Negroes and Jews.” 

Investigators cited as exam¬ 
ples of “provocation by the 
press” three items from the 
Aug. 23 Star—a news report, an 
editorial and a letter to the edi¬ 
tor. 

The news story, according to 
the ACLU report, included the 
following sentences: “Funds col¬ 
lected by sale of tickets will be 
used ‘for the benefit of the Har¬ 
lem Chapter of Civil Rights 
Congress,' according to posters 
mailed to trees, bulletin boards 
and telephone poles in the Crom- 


pond Colony. The ‘Civil Rights 
Corigres.s' has been cited as sub¬ 
versive bv former U. S. Attor¬ 
ney General Tom Clark.” 

The .ACLU report states th:it 
no card.s advertising the Robe¬ 
son appearance were reported in 
Peekskill itself, which “would 
seem to indicate that the pro- 
Communist sponsors of the 
Robeson concert did not attempt 
to induce the residents of Peek 
skill to attend the concert. . . . 
The concert was planned main¬ 
ly for convinced Communists 
and was not intended as a pro¬ 
paganda medium through which 
to influence the political think¬ 
ing of the indigenous popula¬ 
tion.” 


“We believe that this reason O 

is sufficient to enlighten every Jr 01011 lO dUG 
honest-thinking American along ^ 
this part of the Hudson Valley v PCI'DGI’Q fftr 
on the nature of the concert, ** * 0 AWi 

and to compel them to stay away 

iiom it as the must effective J.^lSl0Sp0Cl 
vyay to wither its purpose on Buenos Aires - Pre.id,„. 
ihe vine, toward this end we d. Peron of ArgentinS 

suoiigiy conunend the local ^gek said he would sue thV^ 
veteran groups on their plan for dependent dailies La 
peaceiul protest. Violence? Nacion under the cS 

Absolutely not! Let such new and broadened libel W 
Iff e^ewuere-in p^r the first time since 
^e trickbags of the ui.demo after his inauguration in 1946 


Mr Ikeler also pointed to a f*’’ foreign and 

ivii. iiveiei aiw poinieu lo a local press in en masse to an- 

liont-page editorial the day be- nounce the suits he will briw 

fore second concert on bept. ^nder the new law of “desc5 

2, an editorial also quoted 111 the or disrespect. The basis for t 

ACLU report The editorial action originated, he slid in 

iirffHfi thnt vpfprans _..__ at. *1« 


strongly urged that veterans, meeting of the opposition 
who had announced their inten- ’—- 


wno nau aniiouncea ineir imeii- g deputy referred to him as 
tion to sffage a proiesT demon- thief who had come into 
stralion, do so m L^eekskill rather poor but would leave rich 
at the concert grounds, to pre- Virginia Lee Warren 


_ York Times correspondent founj 
ACLU investigators said they „ mornine-after rennrt nr, T 
found that a Peekskill w^kly, deputv’.s speech in L^PreiSat 
The Shoppy, was boycotted by La Nacion. But these jZn 

a niimhtfsr nf nriv^artiaiTAr its «.i .1 *1*. . - 


Quotes Editorial 

An editorial in the same issue 
of the Star, the ACLU report 
stated, included the following 
paragraph: 

“The time for tolerant silence 
that signifies approval is running 
out. Peekskill wants no rallies 
that support iron curtains, con¬ 
centration camps, blockades and 
NKVD’s no matter how master¬ 
ful the decor, nor how sweet 
the music.” (Italics are ACLU’s.) 

The report said the same edi¬ 
tion carried a letter from Vin¬ 
cent Boyle, commander of the 
Verplanck chanter of the Amer¬ 
ican Legion, which said in part: 

“Quite a few years ago a simi¬ 
lar organization, the Ku Klux 
Klan. appeared in Verplanck 
and received their just reward. 
Needless to say, they have never 
returned. I am not intimating 
violence in this case, but I be¬ 
lieve that we should give this 
matter serious consideration and 
strive to find a remedy that will 
cope with the situation the same 
way as Verplanck and with the 
same result that they will never 
reappear in this area. . . . 

“If we. of this area, have not 
forgotten the war, then let us 
cooperate with the American 
Legion and similar veteran or¬ 
ganizations and vehemently op¬ 
pose their appearances or reap¬ 
pearances. Let us leave no 
doubt in their minds that they 
are unwelcome around here 
either now or in the future.” 

The ACLU report asserts that 
“the sudden and simultaneous 
appearance of these three treat¬ 
ments of the one news item, one 
must conclude, was a calculated 
act. 

“Peekskill residents inter¬ 
preted these utterances as in¬ 
citement to violence against the 
Robeson supporters. Non-Com¬ 
munist readers of the paper at 
once forwarded copies of the 
Peekskill Evening Star of Au¬ 
gust 23 to leading radio news 
commentators and analysts to 
forewarn them of probable vio¬ 
lence to come.” 

Ikeler Denies Charges 

Mr. Ikeler, in categonically 
denying the report’s charges, 
quoted from a page one editorial 
the day previous to the first 
concert. Aug. 26. He said the 
editorial stated in part: 


a number of advertisers alter its 


like the Peronista press, carried 


ex-sei viceman owner-editor pro- reports of Sr. Peron’s reply " 
teiffed the violence. speech, in which he referred 

Mr. Ikeler said that was the remark 

worst lie ol the whole lot” and gr. Peron ^Id the reportw 

was ’comp^tely contrary to fg,t obliged to “set 
the ti uth. He said that in fact pjg>, rest of the countrr 

Connnumsts had called on stores 


to boycott the Star. 

“As for the other accusations,' 
he added, “they are so ridicu¬ 


lous tnat they hardly warrant imprisonment. 


on what to do when falsely r 
cused. Conviction under thi 
descato law carries a penalty d 
from two months to three yeol 


comment.” He said tnat origin- Earlier in the week. Sr. Peim 
ally the paper had told the read- in an anti-Communist speed 
ers the facts about Robeson, an cited headlines from the Wall- 
avowed Communist-sympathizer, ington (D. C.) Post, the Smdi 
“We felt it was our duty to in- ^'eivs (presumably of Net 
form the people of a few facts. York) and the New York Mb 


hrom that point the veterans Worker, 


^^ews (presumably of Net 
York) and the Neto York Mb 


said they W 


Meanwhile, a Peronista Co- 


took over.” sought to distort the truth of fc 

The ACLU report also stated strike situation in Tucuoa 
that: “On August 30, the Peek- Province, 
skill Star published letters pro- Meanwhile, a Peronista Co- 
testing the violence and the de- pressional committee which ptr 
nial of civil liberties. On the viously seized the books of li 
following day, boxed in the Prensa, La Nacion, the Aiwi- 
upper right hand corner of the ated Press, United Press of 
front page, it aiso published the several other publications to ir 
significant comment: vestigate possible financial cob- 

" ‘It is interesting to note the nections with the opposition in 
devious way the pinks in the the 1946 presidential campaign 
area are revealing themselves.’ ” widened its search. The com- 
Mr. McCarthy, in response to mittee looked into the boob (f 
questions by reporters, pointed the evening tabloid, ^oticilB 
out that nowhere in the report Graficas, which now follows tin 
are motives ascribed to individ- government line; a local new 
uals. But he said he believed agency. Asociacion Notiewa 


Asociacion 


that the publication of the three Argentina, which in 19^5 ^ 


items Aug. 23 “constituted a connect^ with the AP, and Ei i 
premeditated act calculated to itorial La Argentina, which pun- 
prevent the concert from being lishes several weeklies, 
held.” ■ 

“There is little doubt,” he T pod Editorial 
added, “that the Star officials 7®?° , ! 

did not expect the type of vio- Is O-Col. PlCtUI© 
lence that resulted and were Richmond, Va.—A six-colum 
horrified, but I believe they felt picture was the Richmond New 
the violence was a healthy ex- Leader’s lead editorial D« ‘ 
pre.ssion of anti-Communist feel- i*he cut showed chil^ 
log.” sleeping two in a bed at 

Roger N. Baldwin, director of burg Colony, Virginias msiw 
the ACLU, termed the riots the tion for the white feeble minr 
“most shocking single incident ed. Beneath the picture wW' 
of mob violence in the North in description of the crowded c» 
recent years.” A foreword to ditions in the colony. 
the report was signed by him, “B^time at Lynchburg 
as well as by representatives of ony,” the description ran ^ 
the Council Against Intolerance, ly over 200 words. Faces in ® 
N. Y. Americans for Democratic picture were retouched to aw* 
Action, American Jewish Con- identification. j, 

gress, American Veterans Com- ’The picture was taken « 
mittee and National Association Senior Staff 
for the Advancement of Colored Colognori, who spent 
People. hours at the colony. 


Lead Editorial 


1 


EDITOR & PUBLISHER lor December 10. iJJ 





’residen; 
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e the in- 
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country's 
il laws, 
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1 in 1946 
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laid, It 1 I 
on whetf ' 
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nto of5« 
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en. Nnr 
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reporten 
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penalty d 
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Sr. PeriB. 
st speed 
the Wok- 
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of Jhf 
roric Mil 
Uiey W 
ruth offte 
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which in' 
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ipent 





Story Starts Nation 
Praying For Little Girl 


By Bill Caldwell 

Memphis, Term.—A frail little 
girl with a shy smile and soft 
brown eyes wandered unobtru¬ 
sively into the editorial rooms of 
the Commercial Appeal last 
week, a letter clutched tightly 
in one hand. ... 

That letter resulted m a senes 
of stories that crackled across 
the country and pulled at the 
nation’s heartstrings like nothing 
since the Kathy Fiscus tragedy 
in California last April. 

It read: “I am a little girl 10 
vears old. My home is at 
Brownsville, Tenn. I am now 
undergoing X-ray treatments at 
the Baptist Hospital in Memphis 
for an infection of my right 
hand. My doctor says that he 
will have to amputate my hand 
to stop the infection. 

“1 want those who may read 
this letter if you can publish it 


Jack Corley 

Wrote girl's prayer 

to pray that I may not have to 
lose my hand and that I may 
soon completely recover. I be¬ 
lieve the Lord will answer their 
prayers. 

“Please publish this letter for 
me and if there are any charges 
let my father Clay Marbury at 
Brownsville know. 

(signed) “Betty Marbury 

“Brownsville, Tenn. 
“Route 5.” 

The Commercial Appeal, a 
Scripps - Howard newspaper, 
published her simple plea, and 
told of the doctor’s diagnosis of 
her ailment as “a malignant le¬ 
sion of the finger’’ and an “un- 
“suiu neoplasm,” for which 
medical science holds little 
hope. 

Editorial by Carley 

Wire services quickly picked 
ap the pathetic plea and quoted, 
w. an answering editorial 
by Jack Carley, edi- 
j^^^^writer for the Commercial 

Captioned “So Do We Pray!”, 
.“Ten-year-old Betty 
■arbu^ of Brownsville. Tenn., 
has written a letter to the Com¬ 


mercial Appeal asking our read¬ 
ers to pray that she may be 
spared amputation of an infect¬ 
ed hand. 

"So do we pray: 

“O Lord, who healed the lep¬ 
er, and raised up Lazarus from 
the dead, heal, too, and protect 
this believing, gentle child. 

"—Amen!” 

Then, in a “Note to Betty,” it 
added: 

"The ‘charges’ for publishing 
your letter that you asked about 
were prepaid, long ago and far 
away, on the hill called Calvary. 

“—The Commercial Appeal.” 

The wire services, carrying 
stories that were not likely to 
be seen by the girl, told even 
more than did the Commercial 
Appeal. The bone cancer which 
had smitten the little girl would 
probably be fatal, they quoted 
doctors, maybe within two years. 

Across the nation—Chicago, 
New York, Baltimore—the story 
was played under banner head¬ 
lines on many a page one. The 
simple, all-trusting faith of the 
little girl touched the hearts of 
thousands and responses began 
to pour into the little farm 
home of Mr. and Mrs. Henry 
Clay Marbury, and to the Com¬ 
mercial Appeal. At a rate of 
300-500 a day came letters and 
telegrams that offered encour¬ 
agement and cures for Betty 
Lou. Many others called, from 
as far away as Chicago, to talk 
to her personally. 

Dr. Harry Emerson Fosdick 
and Dr. Norman Vincent Peale 
sent her letters of encourage¬ 
ment and Gabriel Heatter 
broadcast an appeal for all 
America to join Betty Lou in 
her prayers. 

Homemade Remedies 

Mixed with the honest words 
of help and assurances for Betty 
Lou were the usual homemade 
remedies of well-meaning per¬ 
sons. jars of salve and herb 
mixtures. There were also the 
o"'ers of quacks, promising fab¬ 
ulous cures. For a price, of 
course. 

A California healer promised 
to cure her through “divine 
healing and by drugless treat- 


Betty Lou goes shopping with 
Reporter Ellis Moore. 


Betty Lou Marbury, kneeling in 
prayer at Memphis' Baptist Hos¬ 
pital. C-A Photographer Charles 
Nicholas took the picture. 

ment without surgery.” He mod¬ 
estly asked “$300 a month to 
cover my expenses.” 

The story broke on Thursday 
(Dec. 1). By the time Sunday 
came special prayer services 
had been planned and were held 
in churches throughout the 
Commercial Appeal’s Mid-South 
circulation area as well as else¬ 
where. A fund had been or¬ 
ganized and money began pour¬ 
ing in to take care of any finan¬ 
cial needs. 

Ellis Moore, reporter, covered 
the story for the Commercial 
Appeal from the beginning. He 
went to Brownsville to write of 
the family and their home, the 
party Betty Lou’s school chums 
gave for her on Friday and the 
Western movie matinee she saw 
on Saturday, her return to her 
own church on Sunday morning 
and how she prayed, not for her¬ 
self alone, but that God would 
“bless all the sick people and 
help them to get well.” 

Accompanied by her parents 
and by reporters and photogra¬ 
phers, Betty Lou visited Santa 
and toyland at a Memphis de¬ 
partment store on Tuesday. 

Her eyes gleamed as she 
picked out her Christmas hopes 
—a record player, a little lock¬ 
et, a camera, a ring with her 
birthstone, a cedar chest for 
her clothes and a little white 
dog, one with long hair. 

The store couldn’t furnish the 
dog, but an executive could, 
and promised, too. And the 
Commercial Appeal made spe¬ 
cial arrangements with Santa 
to deliver all her presents to 
the Marbury home. 

Early this week Betty Lou 
returned to Memphis for her fi¬ 
nal X-ray treatments. T^en she 
went back to Brownsville to 
await a Christmas that was sure 
to bring her everything she 
wanted—except, probably, her 
right hand. 

The doctors made prepara¬ 
tions for an amoutation after 
the holidays. 


ber 10, PUBLISHER for December 10, 1949 


Juries Cool 
To 2 Crusades 
On Gambling 

The Hempstead (L. I.) News- 
day appealed to Governor Dew- 
ev this week for a special pros¬ 
ecutor to investigate its charges 
that a county official tried to 
suppress pictures of a horse- 
room. 

The newspaper’s petition fol¬ 
lowed a session of the Suffolk 
County Grand Jury which failed 
to find any indictments. The 
newspaper charged that a horse- 
room existed at Smithtown, L.I. 
and that one of its reporters 
was offered a bribe in return 
for stopping publication of a 
picture. 

District Attorney Lindsay R. 
Henry of Suffolk County said 
after supoenaeing newspaper of¬ 
ficials that “at no time was there 
any evidence, either directly or 
by innuendo, given to me . . . 
implicating an official of Suffolk 
County in any manner whatso¬ 
ever.” 

The newspaper claimed that 
either its reporter or an official 
who denied offering a bribe, is 
guilty of perjury. 

The paper broke its first story 
on the case Oct. 20. 

A Richmond. Va. Grand Jury 
also failed to indict anyone after 
hearing a Richmond News Lead¬ 
er reporter testify to receiving 
slot machine winnings at 17 
places. Virginia has an anti¬ 
slot machine statute. 

■Reporters William Bien and 
Gary Ferguson had been as¬ 
signed to play a representative 
number of slot machines after 
the police chief had said that 
none of those in a News Leader 
tabulation of Federal tax-paid 
slots in the city was used for 
gambling purposes. A story de¬ 
tailed the payoffs without listing 
names or addresses. 


After hearing testimony from 
Mr. Ferguson and from the po¬ 
lice chief, the jury issued a 
statement saying, "We do not 
feel that it (the evidence) is of 
sufficient gravity for the grand 
jury to take action. From the 
evidence before us, we feel that 
the Police Department is mak¬ 
ing every effort to enforce the 
law.” 

Meanwhile, the New York 
Herald Tribune’s recent expose 
of Washington five percenters 
became “alive” again as Senator 
Clyde R. Hoey (Dem., N. C.), 
said he expected to introduce a 
bill next year to require in¬ 
fluence peddlers to register and 
disclose their fees. Senator Hoey 
heads the Senate investigattons 
subcommittee which conducted 
last summer’s hearings on the 
basis of information turned up 
by Jack Steele of the HT’s 
Washington staff. 


Gilt from Shah 

Los Angixes —The Shah of Iran 
gave U. P.’s Edward V. Roberts 
an exclusive interview here and 
a silver cigarette case. Mr. Rob¬ 
erts was the only U. S. news¬ 
man to accompany the Shiffi 
throughout his tour of this 
country. 


11 




J page-run EBCO, which, incident- 

Unset rroject round "pi'e^ 4 ."Thj^obTirauh„';ih' 

■M #^1 m 1 highly valuable as an addition 

Too Slow—Too Costly SgSj iS..lsrrL‘’p°Jnt 

* ing newspaper. To print an 

Bv Nathan B Lamb eight-page paper took almost 

cy iNatnan d. laOmD actual press time. 

City Editor. Gladewater Daily Mirror On a Sunday’s edition, usually 

24 pages, the press would need 

Gladewater, Tex. — OfTset usually too much overtime. An to have at least seven hours to 
printing is too costly for a full- additional two pages to set-up the paper, 

size daily newspaper, says J. puts a strain on the process and Cost of film developer to make 

Walter Creep, editor and gen- overtime on the Sunday paper the sheeting negative for the 
eral manager of the Gladewater was far out of proportion to the Plate; developer for the zinc 
Mirror. money earned by that issue, ac- Plate, and labor needed to pro- 

Following eight successful cording to Mirror books. duce the zinc plate in its final 

months of printing a full-size Using printers to set type lorm. ran far too high for the 

daily, the Mirror has left the off- would more than halve the cost revenue exacted on the final 
set field of printing. (E&P, Dec. of weekly production. At scale . j 

3, page 8.) TTie paper has been wages for this area, $72.50 per The time required to produce 

merged with another Glade- week for an operator, the break- an eight-page paper would stag- 
water paper, the Times-Tribune down would be a^ut as follows: 8®r the imagination of an old- 
and is now printed by conven- Salaries (three operators), time newspaperman. Composi¬ 
tional methods. $870. tion must begin early the pre- 

The change-over to normal The cost of lead, after initial ceding morning for successful 
means of printing, however, has outlay, is merely in maintain- production, on time, the follow- 

not been abrupt. Three months ence and a slight cost for re- mg morning, 

ago, the publishers of the paper, placement. The paper goes through nu- 

alarmed at the enormous cost of Bear in mind, when compar- merous processes to tedious la- 
producing an eight-page daily hig the above cost, that the Mir- before it can be called ready 
by offset as contrasted with ror mechanical department pres.s to print. It oiKe 

usual newspaper costs, began a ALSO carried two operators on took 20 men to produce an eight- 
gradual change toward letter- the personnel roster to set up Mirror. The staff ^ce 

press printing techniques. ads. These men were essential worked at least 16 hours to pio- 

because a newspaper has to have ^222 daily newspaper of only 
Change Made Gradually type larger than 12 point, which 2-^00 circulation. 

Purchase of the Times-Trib- is the largest carried on a vari- Finding trained help, person 
une by Oilman T. W. Lee. major type composing machine. tiel who could man offset equip- 

Mirror stockholder, and its mer- These two operators were in- ment and were of newspaper 
ger with the Mirror, furnished creased in number to take background, proved highly dif¬ 
an opportunity for the change to on additional composition of ficult. Almost all the Mirror 
letterpress. straight matter in order to effect staff had to be “hand-trained" 

Production of the Mirror has a gradual change-over to con- on the job. However, three 

been accomplished since its first ventional methods. months work solved the prob- 

edition by use of a two-page Other high costs included the lem, for by that time everyone 
EBCO offset press, other offset supplies needed to produce a was too dazed from the long 
equipment and six Vari-typers. zinc printing plate for the two- hours required to produce the 
The gradual change in produc- ■ 

tion methods came with the use » b • a Jl 

New Drive Is Planned 

vari-typists were unable to sup- _ 

“•' = Against Liquor Ads 

The two major reasons for ^ 

m^thod"‘hld“?rov^“Sesrfu! . «nnnnnnn^ 


By Nathan B. Lamb 

City Editor. Gladewater Daily Mirror 


press printing techniques. 
Change Made Gradually 


lion metnods came with the use » b • a Jl 

New Drive Is Planned 

vari-typists were unable to sup- _ 

“•' = Against Liquor Ads 

The two major reasons for ^ 

^thod"*had”*cfrov€d^*successfu1 Washington— A new drive to ing indicates an annual ex 

tS a certain extei^ were® too ban advertising of alcoholic penditure of $30,000,000, but 

costlv and ton <!low’ ’ beverages from newspapers, ra- asserts the amount has been in- 

TN 1.1 < r magazines moving in creased “three or four times 

Double Work Involved interstate commerce will be in- that amount,” in recent years. 

The cost came mainly in com- stituted at Senate commerce Among the groups which 
position of type and production subcommittee hearings Jan. 12 were represented as opposed to 
of a printing plate. and 13 by dry forces encour- the bill at last year’s hearings 

Vari-typing is half as slow a aged by the fact that they failed and which, presumably, will re¬ 

method as linecasting for pro- by a single vote to bring about iterate their stands next month 
ducing type ready for printing a favorable report on their are: Magazine Advertising Bu- 
because in the former it is nec- proposition last year. reau, American Association of 

essary to type each line twice_ The bill sponsored for several Advertising Agencies, Interna- 

once on a “dummy run” and years by former Senator Arthur tional Allied Printing Trades 
the second time to allow the ma- Capper, Kansas publisher, has Association. Newspaper Editor- 
chine to “justify” the line been introduced by Senator ial Association, Association of 

A machine operator can pro- William M. Langer, North Da- National Advertisers, Advertis- 
duce two lines for each single kota Republican, and will be ing Federation of America, Out- 
finished line of vari-type copy, the basis of the hearings. A door Advertising Association of 
On a daily, vari-typing proves modified measure lost by a America, American Newspaper 


far too slow. seven-to-six vote after testi- Publishers’ Association, Lith- 

An audit of the vari-type de- money had been taken by the ographers National Association, 

partment’s cost to the Mirror for subcommittee April 21 and 22. Opponents have gathered 

a single month’s average opera- 1948. samples of editorial comment 

tion ran the Mirror aonroxi- While aimed statutorily on the pending measure for 


a single month’s average opera- 1948. samples of editorial comment 

tion ran the Mirror approxi- While aimed statutorily on the pending measure for 

mately $1,300 a month. This against liquor advertising, the presentation to the Senate sub- 

breaks down as follows: real purpose of the legislation committee. _ Typical is an ex- 


breaks down as follows* real purpose of the legislation committee. _ Typical is an ex- 

Salaries (six operators $1 123 36 '^'as revealed in the National cerpt from the San Francisco 

Cleaning materials . ’ 4 00 Voice, a weekly devoted exclus- Chronicle: 

Service charges 50 00 Ively to the cause of prohibi- “The drys are now out to hit 

Ribbons for machines 126 00 tion, Nov. 4, 1948, which said: the liquor industry by ham 

__ “The battle will not be over stringing liquor advertising. As 

$1 303 36 until there is not a single open usual, they parade the purest 
T mi u • liquor shop in any community of intentions, but their basic 

Too Much Overtime anywhere!” motive is to drive an entering 

This does not include over- Dry forces say their most re- wedge for the return of prohibi- 


time. In offset printing there is cent survey of liquor advertis- tion.” 


On Shrine Program 

The 158th anniversary of th* 
Ratification ol the Bill oi Right, 
will be observed Dec. 15 at St. 
Paul's Church, Mount Vernon, 
N. Y. Special speakers include 
Joseph L Jones, vicepresident 
and general foreign manager 
ol the United Press, and Tom 
Wallace, editor emeritus of the 
Louisville (Ky.) Times. 

paper to complain about minor 
mistakes of ruling off bar linm 
on wrong heads and stories. 

No Press Certainty 

Offset printing often played 
capricious with Mirror pres 
deadlines. There was never n 
element of certainty as to 
whether the press would de 
velop trouble, or any one of a 
hundred things go wrong jur 
at the crucial point of produe 
tion. A bad plate could deia.i 
operations 45 minutes or more 
Waste, both on plates and paper 
stock, was high. Even a 
in the weather could throw a 
monkey-wrench into the press 
operations. 

Popularity of the Mirror, be 
cause of its unusually good re 
production of pictures, has not 
suffered too much because of iti 
convention garb since the swild 
to letterpress. At present the 
paper is being printed on a fill- 
bed press, but a new tubulir 
press is being ordered; one 
which can print 16 pages in ooe 
run, rather than two. An ef 
graving plant Is planned to con¬ 
tinue the excellent pictorial cov¬ 
erage which readers are acciir 
tomed to. A good quality of 
paper will be used, and the rr 
production of pictorial matta 
will not have suffered a gnil 
deal. 

The possibility exists that off¬ 
set can be made to pay off for 
a small daily newspaper. Hx 
Mirror experiment, howew. 
proved conclusively (to the pub¬ 
lishers at least) that it is ui- 
suited for a full size daily. 

The process would probably 
work fine for a daily tabloid 
which didn’t expect to top 2,0* 
or so in circulation, and would 
be excellent for a weekly. 

■ 

Editorial Answers 
Mrs. R's Column 

The Scripps-Howard Newspij 
pers editorialized this week tbii 
Mrs. Eleanor Roosevelt "is oo- 
always a very good J* 
people.” But they carried w 
syndicated column opposing w 
papers’ attitude toward a Sw 
Department appointment of 
Philip C. Jessup as a poucT 
maker on the Far East. 

Mrs. Roosevelt’s column « 
Dec. 3 defended Dr. Jessup. ™ 
New York World Telegram cr 
ried an answering 
which said; “Having lihl® ® 
hand knowledge of ihe Far» 
herself, Mrs. Roosevelt^ 
not be disturbed by Dr- 
similar lack of iof°rW^ 
about that part of the world. 

S-H Editorial Writer 
La Moore in Washington wri¬ 
the editorials. 


EDITOR & PUBLISHER for December 10, 



am I 
oi th* I 
Righti 1 

a»Sl J 
ernon. \ 
aclude { 
ludtm 
inager ^ 
d Tom I 
I of th« 


It minor i 
'ar lints 
ories, 
ly 

playeo 
T pres 
lever u 

as to 
>uld de 
one of 1 
ong jur. 
prodw- 
lid del;; 
or more 
nd paper 
a change 
throw a 
he pres 

irror, be 
good re- 
, has not 
use of its 
he switch 
esent the 
on a fiat- 
/ tubular 
red: one 
fes in OK 

An en- 
od to COD- 
torial cor- 
ire acctir 
luality of 
id the tt 
al matter 
d a greet 


s that oll- 
lay off for 
iper. The 
however, 
;o the pub- 


it is Dll' 
daily. 

probabh 
ly tabloid 
0 top 
and would 
jekly. 


;rs 


io.i«y 


NATION'S CARTOONISTS BURN SOME COALS UNDER MR. EYEBROWS 





R'AR BACK SOME MO*. JOHN 

Alley, \timphis i.'<niimrrital 


ON THE 4TH, 5TH, 6TH AND 
7TH DAY HE RESTED 

Burck. Chicufto 


'MERRY CHRISTMAS!' 

J iistu!*. M in nea pol is Sta r 


Lorain Edict Denied, 
Early Trial Is Urged 


Cleveland — Federal J u d g e 
Emerich B. Freed has denied a 
temporary injunction asked by 
the Government to restrain the 
Loroin (O.) Journal from refus¬ 
ing advertising of firms which 
advertise on radio stations and 
in Sunday newspaper. 

The possibility arose imme¬ 
diately that the Government’s 
anti-trust case against the Lo¬ 
rain Journal will be tried at the 
January term of Federal Court 
on suit for a permanent injunc¬ 
tion. 

If the case awaited its turn on 
the crowded docket, it might be 
two or three years before it 
could be heard. But in denying 
the Government’s motion for a 
preliminary injunction. Judge 
Freed said: 

“This case can and should 
have an early trial, and the 
court will promptly entertain a 
motion from the Government to 
that end.” 

'No Clear Precedent' 

The anti-trust case alleges that 
the newspaper has refused to 
accept advertising from persons 
and companies which have used 
WEOL and WEOL-FM in Elyria, 
or the Lorain Sunday News. 

_ It charges the Journal has 
‘conspired■’ with a distributing 
company to prevent sales of the 
Elyrio Chronicle Telegram in 
Lorain and it has used this 
weapon as a means of buying 
the Elyria paper at its own 
pnce. 

The case has received national 
prominence because it intro¬ 
duces the Sherman Anti-'lS:ust 
Act into a field in which it has 
seldom been applied. 

As Judge Freed put it: “Here 
rights are sought to be adjudi¬ 
cated where there is no clear 


precedent in the matter.” 

The judge said the complaint 
also charges the defendants— 
“at least the ambiguous lan¬ 
guage of the complaint is sus- 
c^tible of such construction”— 
with an attempt to monopolize 
interstate trade and commerce. 

In its motion for a preliminary' 
injunction, the Government 
sought to force the Journal to 
accept, at current rates paid in 
advance, all lawful advertising 
offered by those who advertise 
over the competing facilities. 

Judge Freed pointed out that 
affidavits given by the Lorain 
Journal in answering affidavits, 
did not contradict the Govern¬ 
ment evidence. 

But Judge Freed said he felt 
the plea for interlocutory relief 
could not be narrowed down to 
one issue alone. He added; 
“The Government does not seek 
merely to maintain the status 
quo. but is appealing to the 
court on fragmentary presenta¬ 
tion of a part of the case before 
the entire case has been heard 
on the merits. That greater re¬ 
straint should be exercised by 
the court under such circum¬ 
stances must be apparent.” 

Must Prevent Injury 

In finally denying the motion. 
Judge Freed remarked that he 
did not believe irreparable harm 
would be done WEOL and the 
Lorain Sunday News before the 
trial could be heard. 

Judge Freed concluded, “In a 
case of this nature, to impel a 
court in the exercise of its dis¬ 
cretion to grant the preliminary 
relief sought, the factual situa¬ 
tion disclosed on the motion 
should be so clear and conclu¬ 
sive that the finding of violation 


of law inexorably follows. And 
in any event, the court’s equity 
power should be sparingly and 
reluctantly used to prevent in¬ 
jury during the pendency of the 
action. 

“Here rights are sought to be 
adjudicated where there is no 
clear precedent and on affidavits 
which partially develop a sin¬ 
gle one of the several accusa¬ 
tions made against defendants 
in support of the general charge 
of an attempt to monopolize. 
The application of a broadly 
drawn statute like the Sherman 
Anti-Trust Act to a particular 
situation or practice lying in a 
not yet well defined and an un¬ 
explored area, is dependent on 
and is colored by the entire set 
of facts and circumstances. 

Monopoly Question 

“That decision should be made 
only after that factual context 
has been fully developed for the 
court, rather than prejudged on 
the single question to which this 
case has been narrowed by the 
affidavits of the Government: 
namely. Is there an attempt to 
monopolize advertising chan¬ 
nels where the corporate pub¬ 
lisher of the only daily news¬ 
paper published in a particular 
community, which enjoys about 
two-thirds of the daily circula¬ 
tion of all newspapers in that 
community, rejects the advertis¬ 
ing of firms who use the local 
radio stations? 

“'The court is not persuaded 
that the Injury that might occur 
before trial can be had is so 
disproportionate that the stated 
considerations are outweighed. 

“Other questions have been 
raised by counsel for defendants 
and counsel for the friend of the 
court. (American Newspaper 
Publishers Association). They 
have been carefully and thor¬ 
oughly considered, but in view 
of the conclusion reached they 
need not be weighed or decided 
at this time.” 


Vendors 'Strike' 
For Guarantee 

Los Angeles — Only minor 
loss in street sales was inflected 
on the Mirror, year-old tabloid 
afternoon paper, when Los An¬ 
geles News Vendors Local 75, 
CIO, “struck” on downtown 
streets and refused to handle 
the paper without an hourly 
guarantee. Richard (Lefty) 
Simmons, Mirror circulation 
manager, immediately hired in¬ 
dependent carriers to sell on the 
130-odd corners affected. 

The Mirror pointed out that 
the vendors, at their own re¬ 
quest, are classified as independ¬ 
ent contractors and not em¬ 
ployes and are not recognized 
as a union by any Los Angeles 
metropolitan newspaper. They 
will continue to be dealt with 
as indeoendent contractors. 

“Not only has the Mirror 
treated the news vendors fairly 
as independent contractors, but 
has allowed them a higher per¬ 
centage commission than any 
other evening paper in Los An¬ 
geles,” the management said. 
It explained that the vendor 
keeps one-half of the five-cent 
price of a Mirror, but no more 
than 2V^ cents on a sale of 
any of the other newspapers 
selling at seven cents. 

“In other words the news 
vendor gets $50 for selling $100 
worth of Mirrors, but only 
$35.70 for selling $100 worth of 
another metropolitan evening 
paper. Some have complained 
because we do not guarantee 
them a certain number of sales 
or, in effect, a certain wage. 

“The Mirror cannot guarantee 
the number of its sales on any 
corner. Mirror sales have con¬ 
tinued to increase steadily since 
this newspaper was started... 

The vendors quit selling Mir¬ 
rors Tuesday, just as the paper 
was announcing a $50,000 con¬ 
test to gain circulation. 


editor 4 PUBLISHER for December 10. 1949 


13 





THE ADVERTISING SURVEY 

U. S. Business Chided 
For Failure In P. R. 


By Samuel Rovncr 

American business was round¬ 
ly scolded this week for the 
“dismal” job it has done in pub¬ 
lic relations. 

Several speakers at the sec¬ 
ond annual meeting in New 
York of the Public Relations So¬ 
ciety of America made the direct 
charge that private industry it¬ 
self is responsible—through fail¬ 
ure to tell its story—for a large 
part of the unfavorable public 
opinion it faces today. 

Most outspoken of the critics 
was the Rev. Edward A. Keller, 
director of the Bureau of Eco¬ 
nomic Research of Notre Dame 
University. 

Illiteracy 'Astounding' 

The economic illiteracy of the 
American people is “astound¬ 
ing,” he declared. “They are 
blissfully unaware of the sim¬ 
plest facts of economic life— 
and the fault lies at the door 
of American business. Facts 
can’t speak for themselves.” 

Taking note of the convention 
theme, “The Second Half-Cen¬ 
tury—the Need for Understand¬ 
ing,” Father Keller declared 
there would be far less time 
than that available. American 
business faces a desperate prob¬ 
lem of survival, he said, in the 
present worldwide trend toward 
various forms of socialism and 
its must win back the allegiance 
of labor and the public. 

Public relations at the com¬ 
munity level, especially through 
advertising, should be the first 
consideration, he said. 

“I was practically laughed at 
10 years ago,” he declared, 
“when I suggested that every 
advertising means be used to ex¬ 
plain our American business sys¬ 
tem to the people. 

“All this costs money but if 
a program of understanding had 
been adopted 20 years ago, busi¬ 
ness today would not be faced 
with this costly fight for survi¬ 
val.” 

As an example of good public 
relations effort, he cited the ad¬ 
vertising campaign of Standard 
Steel Spring Co. Although not 
a giant organization, he said, 
this firm spent $600,000 in a 
newspaper campaign against 
“political attacks on American 
business.” 

Quoting the firm’s president 
W. F. Rockwell, he reported 
“amazing results,” adding that 
“if every company spent sums 
proportionate to their income 
on continuous campaigns similar 
to that of Standard Steel Spring, 
the fight for survival by under¬ 
standing would be assured at 
least a 50-50 chance of success.” 

Other campaigns named as 
outstanding were those of Swift 
and Co., Borg-Warner, Interna¬ 
tional Harvester, General 
Motors, General Electric, Chrys¬ 
ler Corp., etc. 

“Only if each business man 


can sell himself in his own com¬ 
munity,” he concluded, “can he 
hope to sell himself collectively 
as American business.” 

Attacking the problem on a 
more philosophical plane. Prof. 
N. S. B. Gras of the Harvard 
Graduate School of Business Ad¬ 
ministration, critcized the lack 
of business statesmanship.” 
Leadership, he declared, is now 
passing to union leaders, poli¬ 
ticians, bureaucrats and social 
theorists. 

Socialization of business in 
some form is “the new order,” 
said Prof. Gras, and private 
business must make itself more 
acceptable to the public by pro¬ 
viding more benefits to workers, 
more security, more continuous 
employment. 

The greatest lag in business 
statesmanship, said Dr. Gras, is 
in the field of public relations. 
Some ignore it, he declared, 
while others give it lip service; 
what business should do is to 
give full or almost full informa¬ 
tion about itself, not merely in 
terms of statistics, but as a 
primary element in the coun¬ 
try’s social structure. 

Prof. Gras said it might be 
well for industry to hire engi¬ 
neers and social scientists to do 
its public relations work, rather 
than “lawyers and journalists.” 

Panel Discussions 

“There is too much emphasis 
on techniques, not enough on 
statesmanship,” he declared. 

While these and other critics 
among invited speakers put the 
blame on top management’s fail¬ 
ure to recognize its p. r. prob¬ 
lems, the public relations practi¬ 
tioners themselves spent a good 
part of their two-day meeting 
seeking wavs to improve their 
end of the job. 

In panel sessions they tackled 
separately the three-fold task of 
building understanding among 
employes, in the plant commun¬ 
ity and among educators. 

The community relations 
panel, conducted by Leonard J. 
Fletcher of Caterpillar Tractor 
Co., developed the following 
points, among others: 

1. The “little guy” must be 
civic-minded and do his share 
toward creating better under¬ 
standing: it cannot be done by 
the big corporations alone. 

2. Understanding should be a 
two-way street; it is as vital for 
business to understand itself 
and the public, as it is for the 
public to understand business. 

3. Community relations should 
be a continuous effort; business 
too often waits until it is faced 
by a problem or conflict before 
communicating with the public. 

4. Some of the effort now be¬ 
ing put into selling of the 
“American Way” and the vir¬ 
tues of the individual company 
.should be directed toward inter¬ 


est in civic problems—to show 
what the American way Is. 

Businessmen’s tendency to 
emphasize purely defensive pub¬ 
lic relations was deplored by 
Leone Baxter of the p. r. Arm of 
Whitaker and Baxter. Pointing 
to that firm’s work in behalf of 
the American Medical Associa¬ 
tion campaign against compul¬ 
sory health insurance, she noted 
that progress was slow until the 
association adopted a new tact. 

“You can’t beat something 
with nothing,” should be a car¬ 
dinal rule of public relations, 
she declared. “Ordinarily, a 
negative, wholly attacking cam¬ 
paign isn’t sound. In our pres¬ 
ent national campaign, approxi¬ 
mately 50% of our expenditures 
so far ($1,400,000 in 1949) has 
been for activities we list under 
the heading of defense and at¬ 
tack, and 50% for the construc¬ 
tive job of building, extending 
and improving the services of 
the voluntary health insurance 
system.” 

Whitaker a Speaker 

Clem Whitaker, her husband 
and partner, who also spoke, de¬ 
clared that although American 
medicine “didn’t start the con¬ 
troversy” it did not shrink from 
it, but decided to wage battle 
rather than stifle public interest. 

Applying this experience to 
the problems of American busi¬ 
ness and industry as a whole, 
Mr. Whitaker declared they 
must be met “head on, in open 
contest before the people.” 

J. Handly Wright, public rela¬ 
tions director of Monsanto 
Chemical Co., was elected PRSA 
president for 1950. 

'50 Looks Good 

Among economists given to 
prediction. Dr. Harold G. Moul¬ 
ton, president of Brookings In¬ 
stitution, has burned his fingers 
a little less often than mast. 
Last fall, for example, he saw 
“reasonably good” prospects for 
continuance of a high level of 
business into 1949. He turned 
out to be right, although some 
of the other seers almost talked 
the country into a depression. 

This week, as guest speaker 
at American Weekly’s annual 
sales meeting. Dr. Moulton gave 
a “distinctly favorable” apprais¬ 
al of the first half of 1950—for 
the economy generally, includ- 
inff of course advertising. 

He listed as favorable factors; 
continued high auto production; 
high steel production; high 
home construction: large public 
works program; stable produc¬ 
tion costs; stable prices; high 
employment; expanding con¬ 
sumer demand. 

Adverse factors, which how¬ 
ever are far outweighed by the 
favorable ones in Dr. Moulton’s 
opinion are: decline in farm in¬ 
come; falling off in private capi¬ 
tal construction; possibility of 
higher corporate taxes. 

As for the long-term outlook, 
the American economy, says Dr. 
Moulton, has not yet solved the 
business cycle. However, reces¬ 
sions of the future, he predicts, 
will be neither as severe nor as 
long-lasting as those of the past. 

Among other things, he points 
to a “real improvement” in busi¬ 
ness psychology. 


Utilities Spend 
Vs of Budgets 
in Newspapers 

Gas and electric utilities com. 
panics in the U. S. spent an 
average of 62 cents per customs 
for advertising in 1948. and ao- 
proximately a third of the ex¬ 
penditure went for newspaoer 
space. 

The figures are contained in a 
comprehensive analysis jujt 
completed for the Public Utili¬ 
ties Advertising Association by 
Clarence L. Law, vicepresident 
of Consolidated Edison Cn 
New York. ' 

During the last three yean 
the study notes, ad expenditure 
per customer has shown an up¬ 
ward trend (from 52 to J2 
cents), but the ratio of adver 
tising to gross revenue has re¬ 
mained unchanged — averaaine 
about 0.6%. 

Wide Range of Budgets 

The record shows an extreme 
ly wide range of activity above 
and below these averages, how¬ 
ever. Among all companies 
and among those supplying gas 
alone the percentage of gross 
revenue spent for advertising 
ranges from a low of 0.1% to a 
high of 4.13%. Electric com¬ 
panies spent 0.17% to 1.99^, 
while “combination” companies 
ranged from 0.1% to 1.92%. 

In every field, a vast majority 
of companies include newspapq 
advertising in their budgets 
Among all companies. 98.9% use 
newspaper space, while the per¬ 
centage using additional media 
range from 88.9% for window 
and showroom display to IS.I*^ 
for surveys. Radio and televi¬ 
sion are used by 71.7% of the 
firms. 

Other charts in the study 
show that 100% of the gas and 
combination companies use 
newspaper space, while 96.4^ 
of electric companies employ 
that medium. 

As for allocation of expendi¬ 
tures, newspapers get by far 
the largest fund from all types 
of companies. Newspaper space 
expenditures (not including pro¬ 
duction costs) accounted for 
32.2% of all companies’ bud¬ 
gets; 32.2% for electric com¬ 
panies; 32.8% for combination 
companies; and 30.7% for gas 
companies. 

Here, too, the percenUges 
showed an extremely wide 
range. The minimum for newf 
paper space was 5.5%, maxi¬ 
mum 100%; both extremes were 
found in the gas company cate¬ 
gory. 

Radio, TV Get 8.9% 

Average expenditures for it 
dio and television were 8 tw 
all companies; 10% for electric 
companies; 6.8% for gas 
panics and 9% for combmr 
tions. 

Total expenditures for i" 
by 170 reporting company 
were expected to rise aMut a 
above last year’s level. Of 
companies, one-half c o n t e 

plated no change, 30 expwtw 

spend less and 55 were plannUi 
to increase their budgets. 


EDITOR & PUBLISHER for D«»mber 10, 


14 




How to go home in Philadelphia 


Let a friend of the family make a suggestion. Philadelphia, the city 
of homes, is the nation’s third market—a trading area of 4,000,000 
people. In The Bulletin your advertising message is a friendly 
guest, welcomed by families who have come to depend upon The 
Bulletin’s news and features. In The Bulletin, Philadelphia’s home 
newspaper, you reach four out of five families in the city of homes. 

In the 4700 block of Hazel Avenue in West Philadelphia, for ex¬ 
ample, The Bulletin helps 91 of 99 families plan their shopping. 

That’s the way it is in all Philadelphia. You reach Philadelphians 
when they aren’t rushed, have ample time to weigh your words. 
Because The Bulletin ^oes home, stays home, is read by the entire 
family—evenings and Sunday. 

editor & PUBLISHER for December 10, 1949 


In Philadelphia 
nearly everybody reads 
The Bulletin 


•• 


15 



Ad Bureau Invites 
Members’ Sales Ideas 

The Bureau of Advertising, 

.\NPA. renewed this week a 
long-standing invitation to all 
its newspaper members—espe¬ 
cially to their sales executives— 
to submit ideas and suggestions 
for the Bureau's nationwide 
selling operations with a state¬ 
ment issued by Don U. Bridge, 
chairman of the Bureau's Plans 
Committee and advertising 
director of the Gannett News¬ 


papers. 

The function of the Plans 
Committee is to give the Bu¬ 
reau's full-time staff the benefit 
of the combined experience of 
active newspapermen at the 
selling level." Mr. Bridge de¬ 
clared. "The committee's mem¬ 
bers are the voice of the com¬ 
bined sales forces of U. S. and 
Canadian newspapers in the op¬ 
eration of the Bureau. And to 
make this voice most effective, 
the committee must continue to 
act as the clearing-house for 
ideas from the membership." 

The Plans Committee, estab 
lished early in 1948, Mr. Bridge 
explained, is composed of adver¬ 
tising executives of small, me¬ 
dium and large-sized news¬ 
papers and of representative 
firms, and in addition is a direct 
link between the Bureau and 
both the Newspaper Advertis¬ 
ing Executives Association and 
the American Association of 
Newspaper Representatives. 

"These are men,” Mr. Bridge 
declared, “who for many years 
have sold newspaper advertis¬ 
ing successfully, in addition to 
exercising executive roles in 
newspaper sales management. 
But all knowledge cannot re¬ 
side in any committee, however 
expert. TTiat is why we are 
making a point at this time of 
renewing our always standing 
invitation to executives of all 
Bureau member newspapers to 
pass on to us their ideas for ex¬ 
pansion and improvement of 
the Bureau's operation. 


gested should have application 
to many newspapers. The Plans 
Committee, like the Bureau it¬ 
self, must and does work con¬ 
stantly in the interest of all 
newspapers rather than for the 
special interest of any group or 
class of new'spapers." 

Suggestions from the Bureau 
membership, said Mr. Bridge, 
may be sent directly to him at 
the Gannett Newspapers, 
Rochester; to Laurence T. Knott, 
the committee's vicechairman 
and advertising director of the 
Chicago Sun-Times; or to Har 
old S. Barnes, the Bureau's 
director. 

Plans Committee meetings 
are scheduled four times a year, 
with all members traveling at 
the expense of their own or¬ 
ganizations. In addition, an 
eight-man executive group from 
the committee holds interim 
meetings when required, to ex¬ 
plore specific Bureau projects. 
Each meeting lasts a lull day or 
more with agenda covering 
present and contemplated Bu 
reau projects. 

Members of the committee 
for 1949-1950, besides Chairman 
Bridge and Vicechairman Knott, 
include: Charles E. Arnn, Los 
Angeles (Calif.) News; J. J. At¬ 
kinson. Seattle (Wash, i Post- 
Intelligencer; W. F. Aycock, Jr., 
Birmingham (Ala.) News & 
Age-Herald; Herbert W. Beyea, 
general manager, Hearst Adver¬ 
tising Service; Sam R. Bloom, 
Dallas (Tex.) Times-Herald; A. 
L. Brandon, Rocky Mount 
(N. C. • Telegram; Ralph W. 
Callahan, Anniston (Ala.) Star; 
William J. Campbell, Toronto 
(Ont. > Star. 

Also Thomas J. Cochrane, 
New York News; Walter Crocco, 
Kelly-Smith Co.: Charles C. Cur¬ 
tis. Allentown (Pa.) Call-Chron¬ 
icle; C. L. Fountain, Lancaster 
( Pa.) New Era & Intelligencer 
Journal; Richard Hale, Shreve¬ 
port (La.) Times; James B. 
Jones. Detroit manager, Scripps- 


For All Newspapers 
"Naturally, whatever is sug- 


First In America 

No newspaper, morning or evening, published 
in the U. S. in a city of comparable size, has a cir¬ 
culation equal to that of The Charlotte Observer. 
The Observer carries more advertising than any 
other newspaper in the two Carolinas. 

Current net paid circulation in excess of — 

Daily 134,000 — Sunday 140,000 



Howard Newspapers; W. J. 
Kemble, Lockport (N. Y.) 
Union-Sun & Journal; John W. 
Moffett, Minneapolis (Minn.) 
Star & Tribune; Warner R. 
Moore, Philadelphia (Pa.) In¬ 
quirer. 

Also J. Garrett Noonan, Louis¬ 
ville (Ky.) Courier-Journal & 
Times; W. E. O'Brien, Buffalo 
(N. 'Y.) Courier-Express; Wil¬ 
liam O. Savage, Cincinnati (O.) 
Post; Delwyn J. Worthington. 
Cresmer & Woodward; Herbert 
G. Wyman. Pittsburgh (Pa.) 
Post-Gazette. 

In addition, Harold V. Man 
zer of the Worcester (Mass.) 
Telegram & Gazette, and Thom 
as W. Walker of Sawyer-Fergu- 
son-Walker Co., are ex-officio 
members. 

■ 

Yule Parade Aide 

Spartanburg, S. C.—The Spar¬ 
tanburg Herald-Journal’s adver¬ 
tising director, Charles E. God¬ 
frey, was arrangements chair 
man for the city’s two-hour 
Christmas parade, witnessed by 
150,000 spectators. 


Daily's Sunday Parade 
Free of Commercialism 

Cleveland, O.—A dragon and 
a mayor ushered in the holi 
day season here for 250 ooo 
young fry at the Cleveland 
Press Christmas Carnival. 

The dragon, a genial monster 
80 feet long, was the outstand¬ 
ing star among 30 giant bal 
loons. 


The Press kept the parade 
on Sunday afternoon free o( 
commercial tie-ups. 


Guy Gannett Co. 
Starts Charity Fund 

Portland, Me. — Guy P. Gan 
nett, president of the Guy Gan 
nett Publishing Co. and the Guy 
Gannett Broadcasting ^rvice 
in Maine, has announced o^ 
ganization of the Gannett Pub¬ 
lishing Co. Charities to raise 
and distribute funds for worthy 
organizations. 

The first step in raising 
money for the fund will be the 
sponsorship of Horace Heidi's 
musical revue, Dec. 28. 


LJ 


Sell AKRON 



Summit County, just part of the 
rich Akron Market, in 1948 hod 
on effective buying income of 
$689,132,000.00. While other cities ore adjacent to Akron 
ond Summit County, only the Beacon Journal has sufficient 
coverage to influence buying. For example check the following 
facts about Summit County newspaper coverage. 


from the 

INSIDE OUT 


OHIO 


' 

I ttv. falls 


AKRON 


AKRON BEACON JOURNAL 


Doily Circulation .. 

Doily Coverage . 

Sunday Circulation . 

Sunday Coverage . 

120,196 
S9.99% 
.111,617 
. 93.6% 

CLEVELAND PLAIN DEALER 

Doily Circulation . 

Doily Coverage . 

Sunday Circulation . 

Sunday Coverage . 

.13,625 

11.3% 
.. .10,720 
.8.9% 

CLEVELAND PRESS 


Doily Circulation .. 

Doily Coveroge . 

.587 

. 0.5% 


CLEVELAND NEWS 


Doily Circulation . 523 

Doily Covera 9 e ..0.5% 


CovcraRp figured on 1949 estimated number of 
Summit County families (120.000> 

AKRON BEACON .lOIIRNAL 


JOHN S. KNIGHT, PUBLISHER 
RtPRESENTtO NATIONALLY BY: STORY, BROOKS 0 


16 


EDITOR & PUBLISHER for December 10, 


ED 






















THE NEW YORK SUN’S 
15th Annual Edition of 


THE VOICE OF BUSINESS 

TO BE PUBLISHED TUESDAY, JAN. 3, 1950 


RECORDING 50 YEARS OF PROGRESS IN A FREE ECONOMY 

Keynote Article by PHELPS ADAMS 

^^BIG BUSINESS” 

MAKES LITTLE BUSINESS PROSPER 
AND BENEFITS THE CONSUMER 

The Sun’s Annual "Voice of Business” number will be 
dedicated again to a better understanding of our 
economic system and the vital importance of main* 
taining a free economy. 

Besides the major article on "Big Business” by Phelps 
Adams, noted chief of The Sun’s Washington Bureau, 
the issue will record the great industrial strides made 
by this nation since the turn of the century. 

The Sun’s trained staff of reporters and observers 
will cover the developments and advances in our 
economic, industrial and social life during this 50- 
year span. 

In addition, the significant trends, happenings and 
problems of the past year will be analyzed and inter¬ 
preted. Plan to have your company represented in 
"The Voice of Business,” to be published 


X --7 setting *n I 

1 WHICH TO Btc ^joigiPAHT 
tnlBUTIOHS ^„,CA.S SOCIR'- 


TUESDAY, JAN. 3, 1950 

NEW YORK 

Represented in Chicago, Detroit, San Francisco and 
Los Angeles by Cresmer & Woodward. 


FOR PULL IMPORMATION CALL THE SUN, WORTH 2-2323, EXT. 84, OR THE REPRESENTATIVE ABOVE 


^^TOR & PUBLISHER for December 10, 1949 



FRE NCH 

NATIONAL 
RAI LROADS 


Anri QTXrArrtAVe Headline in the Delmarva 

OWeUierS (Del.) iVeiDs: “Selbyville To Be 

How advertising has created Christmas, 

demand in the United States for 
Puerto Rican rum and Scottish 
cashmere sweaters was told in 
two separate news dispatches 
in the New York Herald Trib¬ 
une and New York Times this 
week. 

The rum story was a feature 
in the 24-page Puerto Rico sec¬ 
tion published Monday by the 
Herald Tribune. Shipments 
from the island to the mainland 
for the first 10 months of this 
year totalled 434,358 cases, ac¬ 
cording to the Maritime Regis¬ 
ter. This was more than double 
the importation for the same 
period last year and nearly 
three times the comparable 
figure for 1947, when the rum 
industry hit bottom. 

Restoration of rum’s prestige, 
the Herald Tribune account 
said, is the result of an adver¬ 
tising campaign known as the 
Puerto Rican Rum Promotion, 
punched early this year. The 
insular government appropri- 


IN Mary Haworth's mail, as 
printed in the Montreal i Que.) 
Gazette: “Although he hasn’t 
said anything to indicate that 
he is smitten with me, he asks 
for a date weeks in advance, 
and he killed me on our last 
two dates.” 


United Nations story in the 
New York Post: “There was no 
doubt that embittered Yugo¬ 
slavs would tell the cominform 
they were ready for battle, if it 
must come to that. ‘We’ll tern 
up the cominform ultimufum 
and throw it in Vishinsky’s 
face.’ a Yugoslav spokesman 
said.” 


From the Springfield (O.) 
Sun: “A dense department 

spokesman in Washington an¬ 
nounced Thursday . . .” 


Two of the latest time tables for 
France and all Europe have just 
been released. 

From Marseilles, the major Medi¬ 
terranean port of western Europe, 
you can travel to any city on lie 
continent either directly or via Paris. 

This new folder, illustrated wHh a 
variety of maps, makes plotming 
your rail itinerary very simple. 


"Through all Europe from Poris 
contains up-to-the-minute schedules 
of the best inter-European railroofl 
services starting from Paris. 


A WINNING COMBINATION of 
speed and profit are EDITOR St 
PUBLISHER Classified Ads. Use 
them often. Write or phone. 

EDITOR & PUBLISHER 
1475 Broadway 
Now York 18. N. Y. 

Ttl.: BRyairt 9-3052 


NEW YORK, N 


610 FIFTH AVENUE, 

EDITOR & PUBLISHER for December 














%\\e 


^ard and } 
ThP-' ' 

igi ^ 

tfeose Lr 
ambers '» 

2 


d Four 




1*^ "t 




evening star broadcasting company owns and operates stations wmal. wmal-fm. and wmal-tv 
editor & PUBLISHER for December 10. 1949 


The Star carried 26,76.3,926 lines of advertising 
for the first 9 months of 1949. That’s an increase 
of 13.9% over 1948’s record-breaking total for 
the same period. Third in the Nation,* first by far 
in the Washington market. The Star continues to 
be selected by more advertisers in this high- 
quality consumer area. 

Month after month, year after year. The Star 
strengthens its leadership. 


When you have something to sell in the Nation’s 
Capital remember . . . for readership, for cover¬ 
age, for sales in W ashington, choose the ad- 
dominant Star and get results. 

1. Source: Media Records. 

The Washington Star 

Evening and Sunday Morning Editions 

Represented nationaUn bu Dan A. Carroll, 110 E. 42nd St., 
NYC 17: The John E. Lutz Co., Tribune Tower, ChicaKO 11. 
Member: Bureau of Advertising ANPA, Metropolitan Group. 





AD AGENCY PERSONALITY 


Oh, There*s No Biz 
Like New Biz, La-de-da 


By James L. Collings 


Gordon Price, baritone, was 
being heard with patient ear as 
he lumbered through several se¬ 
lections of the agency opera. 
New Business. His renditions 
went to the tune of There's No 
Business Like Show Business. 

The youngish account execu¬ 
tive with Marschalk & Pratt Co., 
Manhattan, sang with warmth 
and vigor and enthusiasm and 
not much else. Even though he 
shows little more promise than 
a certain gal in Washington, his 
stage presence is another matter 
entirely. 

Black - haired, poised, he’s 
whisper-close to handsomeness 
and he’s a discriminate collec¬ 
tion of perfect tie, protruding 
handkerchief and neat suit as¬ 
sembled on a six-foot-three 
frame. Hey, Fifth Ave. 


Our Mon 

Our man, he’s night-school ed¬ 
ucated, well stocked with adver¬ 
tising experience, an accom¬ 
plished public speaker (Dale 
Carnegie style) and a salt-water 
fisherman, and he has been with 
M&P for five years, the last two 
of which he’s been chairman of 
the New Business committee, 
about which he was singing 
when you people first came in. 

As chairman, he said, he 
works with five others who rep¬ 
resent most departments of the 
medium-sized agency (70 staff¬ 
ers; founded in 1923). 

Blue eyes hit high C over a 
mountain of white teeth—that’s 
a smile, son—and Gordon ex¬ 
plained; ”We meet when the oc¬ 
casion demands, and the purpose 
of the committee, quite natural¬ 
ly, is to develop new business. 

“We’ve got some excellent 
prospects.” 

Then he began a sales puff on 
what a great outfit his agency 
is—how loyal clients are and 
puff, puff, puff. This sounded a 
bit off-key. 

Can’t we get back to the origi¬ 
nal numbers, Gordon? 


Well, yeah, he allowed—"But 
first let me ramble. " 

He is now rambling; 

"Every agency has some spe¬ 
cialty. Some are strong on copy 
or presentations, others are 
strong industrially or in package 
goods. 

“We as an agency have had 
limited package goods experi¬ 
ence, but we’ve had strong con¬ 
sumer goods experience. We've 
probably got a richer back¬ 
ground of experience in build¬ 
ing materials and home furnish¬ 
ings than most other agencies. 

“Matter of fact, we could al¬ 
most build a house with the 
products of our clients. All we 
need is a carpeting account to 
make it complete." 

This bit of unexciting intelli¬ 
gence imparted and recorded, it 
was suggested please, Gordon, 
the committee. 

"Oh, yes.” he said, “the com¬ 
mittee. Well, the first thing we 
do is set up a mailing list of 
prospects. In connection with 
this, it is decided how large a 
geographic area we should work 
within. 

“Then we confine the list fur¬ 
ther to those accounts we feel 
qualified to serve. 

“When we are agreed upon 
the types of accounts, we have 
further restrictions as to the size 
of each. Our operations here are 
such that we’re geared to a min¬ 
imum of $100,000. In most in¬ 
stances, that is. There are ex¬ 
ceptions, and when there are, a 
service fee plan is adopted.” 

The baritone got up from his 
desk and walked around his of¬ 
fice, resting his tonsils. He soon 
returned in full voice. 

“The toughest job,” he said, 
“is getting a lead on an account. 
Often it’s too late by the time 
we get the lead to do anything 
about it. 

“How do you latch onto a 
lead? It’s hard to say, but most¬ 
ly it’s contacts and keeping your 
ears open. 


Your kind of medium 
for your kind of business 


is best I 


Editor & Publisher 


...THE NEWSPAPER TO SELL THE 
BIG-MONEY NEWSPAPER BUYERS. 


.. because only Editor & Publisher gives 
media buyers the “in.-side story"” of the 
newspaper field ... a story no other trade 
or advertising journal ran duplicate. 


ALMOST ALL IMPORTANT MEDIA BUYERS READ E & P 



!20 



What are the ethics involvtd 
in approaching a client who it 
ready has an agency and la- 
satisfied with it, Gordon? 

“If the client is looking fon 
new agency, we find out why h 
it a matter of personality clash¬ 
es? What basic problems dots 
that client have that makes hii 

-.u- 


^gency, we find out why. k 
What basic problems'^ 


seek another company? 
client getting the service ia 
wants? Are his production costs 
excessive? 

“These are some of the quej. 
tions we try to answer before 
we approach the prospect. Bit 
we don’t believe in going to hin 
primarily on the grounds thi; 
his agency is not doing an ade 
quate job. 

“Our approach is more pos- 
tive, if you understand me 

“The point is, we don’t knoo 
the other guys, but at the sam 
time we do think it ethical to 
see the prospect on the grouah 
of what can be done with hii 
advertising, which, just inc id fr. 
tally, of course, may cast refl«- 
upon the other agencn 


tion i . __ 

ability. ^ 

“And we believe, once we'w 
landed an account, that the bi| 


gest thing we can offer the cm- 
tomer is information he doeait 
have.” 

But just before you dip ijia 
the gravy, Gordon: beta 
you’ve got the contract sigMd 
"But once we've got it. it's the and the advertising is still ia 
usual procedure of feeding ’em someone else’s hands—before i] 
everything you can and building that, do you ever criticize the 
up your stock with ’em. Many prospect’s advertising? 
accounts are obtained largely The sweet canary said, no, he 
through friendship, here as else- usually keeps his little ol' beii 
where.” shut. 


Gordon Price 


Food Stores.$40,725,000 

lotlng and Drinking Places.$22,200,000 

General Merchandise.$14,634,000 

Lumber, Building, Hardware.$12,122,000 

Autemetive.$ 19,922,000 

Drugs.$ 4,506,000 

With other classifications, total retail sales, $166,295,791 
Rockford ABC Retail Zone, total retail sales, $596,041,275 


ROCKFORD MORNING STAR 

iRorkforb ISrgiBfrr^iRrpubUr 


EDITOR <S PUBLISHER for December la 

















Well, I did tell the chef, sir, that you ivere a big advertising man 


OTHER FACTS A LA CARTE: 

• The Cincinnati Enquirer has the largest circulation of any 
Cincinnati newspaper, daily and Sunday. 

• The Cincinnati Enquirer has the lowest milline rate in 
Cincinnati. 

• The Cincinnati Enquirer carries more advertising linage than 
any other Cincinnati newspaper. 

Represented by Moloney, Regan and Schmitt, Inc. 

















. . . have imfxjrtant 
media directors been 
reading E & P for 
years? 


6 Dailies Run 
'Editoriar Ads 
On Men's Shoes 


Co., Ltd., proprietors of^ 
Star, Johannesburg; the Com 
Argus, Cape Town; the ^at^l 
r Daily News, Durban; and tht 

Sunday Tribune, Durban. He 
succeeds Sisson Cooper who re 
tires at the end of the yet* 
sentatives at a "fareweH" lunch- Mr. Cooper joined the Cape 
right: W. A. D. Daniels. Scripps- Argus in 1904 and served the 
ddle, J. P. McKinney & Son; Mr. company successively in Salia 
iward, Inc., and Clarence Kuipers, bury, Bloemfontein, Londoi 
, Mahoney, Inc. Johannesburg and Cape Towi 

eventually becoming generi 
tinuing in that capacity until ^anager in 1939' He was pres- 
the Ridder-Johns representa- of the Newspaper Pre* 

tives firm was organized. The Union (of which he was recen:- 
latter firm maintains offices in Jy . 1“® vicepresident' 

Chicago, New York, Detroit and to 1935, chaimiM of 

Minneapolis. the ^ South African Press Asso 

Mr. Johns plans to maintain ciation frorn 1939 to 19« aai 
his home in Chicago, spending chairman of the South Afna 
the summer months at White Journalists National Concilia 
Bear Lake, Minn., at his sum- Board for four years, 

mer home. Mr. Ollemans, on leavim 

■ Cape Town University, becam 

T> j • WT 1 _;ii a member of the staff of tht 

Pcircicls in Nashvill© Friend Newspapers Ltd., Bkcni 
Nashville, Tenn.—A crowd of fontein, in 1930, and has beo 
225,000, according to police es- in turn manager of the Natai 
timates, witnessed the 1949 edi- Daily News, the Cape Arga 
tion of the annual Christmas and the Star. He served througS 
Parade, Nov. 21. sponsored by the war in East Africa, tie 
the Newspaper Printing Corp.. Western Desert and Italy, ami 
and the associated retailers of was awarded the O.B.E., tie 
Nashville. M.C. and the Bronze Stai 


776 in ANPA 

Acceptance of the application 
for membership of the Peter¬ 
borough ( O n t. ) Examiner 
brings the membership of the 
American Newspaper Publishers 
Association to 776 newspapers. 


HE Elizabeth Dally Journal’s reporters, departmental wrlten 
and photographers keep an alert eye on what this great area’s 
YOUNG PEOPLE are doing. In every sphere of their enthusiastic 
Interest. Readers are enthused, too, reading the newspaper 
edited with an “accent on youth.” 

Local educational channels feature the International good-will 
Idea. Entire groups of children correspond with children acroM 
oceans. A better understanding Is reached . . . good-wUl en¬ 
gendered . . . peace lies In that direction. 

Any newspaper, anywhere, encouraging these Ideals, Is doing 
a Job for all, and for the advertlsesr, an added Job. 


Breakfast Briefs 


What this country needs is 
146,000.000 Americans whose 
conduct and whose interest in 
their government are such 
that no loyalty oaths would be 
needed. 


Build Brand Preference, **Advertised* in a 
Youthfully Minded Newspaper 


Economy is endorsed by all 
Congressmen — so long as it 
doesn’t involve any federal 
projects in their districts. 

From the Cleveland Plain Dealer 


ELIZABETH, NEW JERSEY 

WARD-CRIFFITH CO., Ine. 


Special Representative. 


EDITOR 6. PUBLISHER for December 











HOPAUHG CAGGIDY 



Comic Strip 
STARTS JANUARY 4, 1950 


tn over 


50 NEWSPAPERS 

including 


NEW YORK DAILY NEWS 
CHICAGO TRIBUNE 
PHILADELPHIA BULLETIN 
ATLANTA JOURNAL 
BALTIMORE SUN 
BOSTON TRAVELER 
BUFFALO EVENING NEWS 
CLEVELAND PRESS 
DETROIT NEWS 

WASHINGTON 


LOS ANGELES MIRROR 
MIAMI HERALD 
NEW ORLEANS ITEM 
OKLAHOMA CITY OKLAHOMAN 
PinSBURGH POST GAZETTE 
SALT LAKE TELEGRAM-TRIBUNE 
ST. LOUIS POST-DISPATCH 
SAN FRANCISCO EXAMINER 
SEATTLE POST-INTELLIGENCER 
TIMES-HERALD 


SOME TERRITORIES STILL 
OPEN — WRITE, WIRE OR 
PHONE NOW for information, 
prices, and availability in your area. 


MIRROR 


■.09 Ci%EIEORnil/% 

VIRGIL PINKLEY. GENERAL MANAGER • REX BARLEY. EXECUTIVE MANAGER 



editor (S publisher for December 10, 1949 


23 








'Newspapers’ Defined 
At J-Student Forum 


By Virginia Charles 


Syracuse, N. Y.- — Information sionally go beyond their pri- 
that Syracuse University jour- mary responsibilities to serve 
nalism students can use under member papers, William F. Can- 
their first city editors was given field, secretary-manager of the 
to them last week by managers Inland Daily Press Association, 
of five newspaper associations, said. 

The managers decided to lend He gave as a recent example 
a helping hand to the would-be the unanimous approval by In¬ 
reporters while they met here land of a resolution stating that 
to conipare newspaper problems a newspaper which does not an- 
of their respective areas. nounce in its columns the ap- 

Karl H. Thiesing, host to the pointment of any member of its 
group as executive secretary of staff or an owner to a govern- 

the New York State Publishers ment position “is guilty of un- ...... . . 

Association, arranged to have ethical practice and betrayal of what is happening in the con- more to you personally than a 

the visitors meet students Dec. its public trust” trollers’ office, they must keep whitewashed fence. Read into 

2 in cooperation with Dean M. tv * « i t - . j check on the constantly chang- music, even though your p«^ 

Lyle Spencer of the School of i-aoor uata neip Listed i^bor laws and union laws, sonal taste runs to a radio mono- 

journalism. Associations, he said, engage in and now they must have a tone rather than a Caruso. Read 

Mr. Thiesing was moderator selling national advertising, give knowledge of all types of group into politics. Read into eco- 

for the discussions on what the n^ember papers advertising sales insurance and pensions. nomics. 

aims of a good reporter should ammunition through bulletins. “Without question, the respon- “Arrange to meet everybody 

be and what some of the aims provide an exchange of in- sibility of whether newspapers you can, high and low, Repub- 

and problems of the newspaper formation, experiences and of this country will increase in lican and Communist, saint and 

business are today. ideas. number and continue to be a sinner. 

M«ro hope.” he remarked, “that successful and healthy employer "Make great personal con- 

A • Cyrus S. Ching, director of the in thousands of communities, tacts, a newspaperman’s greatest 

If the American press should Federal Mediation and Concilia- rests with these people and their asset. Never forget that every- 
fail to function, the nation tion Service, was not referring ability to keep the ship on the ’ ’ — 

would fail to function,” said to newspaper publishers when beam.” 

William N. Hardy, manager of he recently told the American 

the Pennsylvania Newspaper Management Association that ... „ j v.** -n. , -c. 

Publishers’ Association. “The ‘labor is always better prepared Advice offered by Frank E. 

newspaper business is some- with facts and figures than man- Phillips, manager of the New 
thing more than business. It is agement.’ England Daily Newspaper Asso- 

business plus a vast array of “But Mr. Ching is certainly included: • -d ♦ 

public and private responsibil- an authority on labor relations, out to imit^e 

ities and loyalties, far transcend- and equally certain is the fact some master. Learn from the 
ing the ordinary missions of that publishers who do not have paster s works. But be a master 
commerce and trade. It is the help from one association or an- right, 

most important factor in our life other, at least in the gathering Follow your own style, and 
having to do with the progress of data to support their argu- ® stylist, 

and the welfare of the peoole. ments in labor negotiations, are Remember no newspaperman 
“It has been truly said that at a serious disadvantage. Such worth his salt is afraid of work, 
the newspaper lights the way a disadvantage may well result. ^ newspaperman of social 

of freedom. Freedom goes as it has in some cases, in a vision; social, not merely so- 
where the newspaper goes, we contract which is so unfavorable . i. j j 

are told in the 1949 National that it cripples the effectiveness , Acquire as broad an educa- 
Newspaper Week slogan. We of the newspaper and may even tion as you possibly can. Don t 
might change that a little bit put it out of business.” tie satisfied with superficial 

and say that freedom goes xt i i n* » knowledge. 

when the newspaper goes” Control Tower “Read, and read all sorts of 

Mr. Hardy reminded the stu- ^ discussion on the history things. Read the Bible above 

dents thev have heard stories of collective bargaining in the all works. Read biographies of 
public officials seeking to con- newspaper business, David J. outstanding people. Read his- 
duct public affairs behind doors Winkworth, manager of the Pub- tory. Try to keep up with geog- 
locked to the press. Ushers' Bureau of New Jersey, raphy as the mapmakers and 

“The primary function of the recent years a new politicians have to do. Read the 

newspaper, if we are to have department, that of labor, per- better-written novels, both old 
good newspapers in this country sonnel and human relations, has and new. Read into art, even 
is. upon finding a door closed to its appearance. though Rembrandt means no 

open it.” he said. He cited as an example the- 

In some instances newspapers Minneapolis Star and Tribune, 
have carefully investigated the with 1.900 employes, of whom 
subject of closed news sources included under the 

and discovered that the news- lurisdictions of 17 different la- ^ 
papers themselves were largely organizations. 1 ■ • 

to blame for the condition, Mr. “In addition to top manage- 

Hardy .said. ment which must spend many f X \ 

“A reporter may have been hours negotiating with these / ^ 

too officious, he may have fa- unions and in settling griev- // V 

vored friends in writing political ances, the Star and Tribune / / '/\ \ 

and civic government news; he maintains a personnel depart- f / // \ ' 

may have been guilty of inaccu- ment of 10 trained persons,” Mr. i / / J ^ I \ 

racies which jarred the officials,” Winkworth said. / / B I B i 1 

Mr. Hardy said. “These condi- Similar departments on other | I I I 

tions should be corrected as soon newspapers are rapidly increas- I 11^ / 

as discovered and they usually ing in importance, he reported. ' 1 ■ I , 

are.” “Employes in these depart-] ^ 

Mr. Hardy told the journalism ments sit in the control tower,” ^ / 

students no repiorter should fail he continued. “They must bel y ^ / 

to play square in his news re- familiar with the work of every| \ M // 

ports; “he should not be allowed employe, they must know news- N. / 

to break confidences.” paper tradition and history, they; N. |r A ^ 

Newspaper associations occa- must have an understanding of * 


Newspaper association managers who addressed a convocotion ol 
Syracuse University journalism students. Left to right: Frank L 
Phillips, Karl H. Thiesing. David J. Winkworth, William F. CanfisU, 
William N. Hardy and Walter C. lohnson. 


/r hat a world of 
difference a few 
miles do make! 


IT'S ONLY 24 miles from the 
heart of Long Beach, California 
to Los Angelos' city hall. But 

the reading preferences of the 
people of these two dtias 
are poles apart! 

Long Beach newspaper 
readers are definitely outside 
the "effective influence zone of 
the Los Angeles dailies. The 

greatest Long Beach readership of 
any Los Angeles paper is eoly 
14 percent, and the 
Press-Telegram dupUc**** 
60 percent of that! 
Which again proves that 
In Long Beach the Presa*Telegra» 
is "The Paper the People PULTOl! " 

hH)l»\iouBlv, in Long Bra* 


U h LKtSMfH 


24 




98% less stack space needed • • • 

when you put your buck issues on RECORDAK MICROFIIM 












•>r f 

/* y 

V 






mio 

But 
Ike 
iOos 
«rt! 
iper 
sUte 
r oi 
The 
F oi 
ooIt 
1 the 
:atos 
that! 
that 
rram 
£R!'' 

Ik*ck, 

ram 


I, 1949 


ABOVE . . . you see 288,000 news- 
il. paper pages stacked two ways: 
(1) in bulky bound volumes . . . ex¬ 
tending out of reach . . . from floor to 
ceiling . . . from wall to wall; (2) on 
compact rolls of Recordak microlilm 
... in a trim Recordak Film File that 
requires only 4 sq. ft. of floor space. 

Carry the comparison further . . . 
and you’ll find other iinjKirtant rea¬ 
sons why more than 400 leading pub¬ 
lishers have switched to Recordak 
microfilm editions. 

They save time and effort for your 
library staff. No stretching, no straining, 
no searrhing ... to get the editions your 

RfconUik" is a trade-mark 


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tips . . . 800 newspapT pages on each 
roil of film . . . and each roll just 8 oz. 
light . . . and no larger than the palm 
of your hand. 

They speed reference. The whole story's 
there—nothing soileil, torn, or missing— 
when vi>ur writers view the "news” larger 
than original size in the Recordak Film 
Reader. And they can sp“ed the film 
from page to page merely by turning 
a convenient handle—get their informa¬ 
tion faster. 


To realize these advantages in your 
plant . . . you need only install a 
Rec«)rdak F’ilm Reailer . . . and forward 
your back-edition files to the nearest 
Recordak Microfilming Center—to Chi¬ 
cago, New Orleans, Los Angeles, or New 
York City. 

Get complete information on the 

Recordak News[)a|»er Service . . . and 
its low cost. ^ rite toilay to Recordak 
Corporation {Subsidiary of Easimnn 
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(Subsidiary of Eastman Kodak Company) 

originator of modern microfilming— 
and its newspaper application 














stmasA 


Aleans 

RELIABILITY^ 


most important 
newspaper, space 
buyers in America. 


THE ASSOCIATED PRESS 
Byline of Dependability 


Lansing Paper 
Starts Building^ 
$1,300,000 Job 


Plan drawn by Morton L. Pereira and Associates for new plant of 
the Lansing (Mich.) State Journal. 


Duplex, will be moved from the Power SourceS ! 

present pressroom. _ j v r'J’* 

Distribution of the newspaper OUrveyeu Dy CiQltOr , 
will be streamlined across the Providence, R. I. — Potential 
rear of the building with con- hydro-electric power sources in 
veyors connecting directly be- all New England do not exceed| 

kilowatts, George H.' 
Arris, financial editor of the 
Providence Journal and Eve¬ 
ning Bulletin, found in a six-, 
week survey which has pro-1 


Martin 


building where the State Jour- loading dock 85 feet long to _ _^ .. . , 

nal has been published for 35 which trucks will have access duced a series of 10 articles for| 
years. The State Journal is one from an alley. ^ 
of the Federated Publications, 

Inc., of Michigan, of which A. L. 

Miller is president. 

The concrete and steel struc¬ 
ture will measure 155 by 155 
feet and will consist of full base¬ 
ment and two _ _ . . _ _ 

ground, providing about 65,000 at the rear of the new newspa- 
square feet of working space. ’ " * ’’ ‘ 

General features of the in¬ 
terior will be plant-wide air - . . 

conditioning, acoustically treated with space for about 40 cars, 
ceilings and walls, and fluores- Architects for the new build; 
cent and cove lighting. 

Entering the main lobby, the 
visitor will find a decorative 
feature worked into the terrazzo 
floor consisting of a design based 
on the state of Michigan seal as 
it looked in 1855 when the week¬ 
ly newspapers forerunning to¬ 
day's State Journal were first 
published. 

Many special features of the 
new building, aside from the 
simple factor of plenty of space, 
promise to make for better 
newspaper production and pub¬ 
lic service than has been physic¬ 
ally possible in the present 
plant, where the business was 
bursting at the seams even be¬ 
fore the war. 

In this category are a recep¬ 
tion room on the second floor 
for channeling of visitors, pri¬ 
vate offices in all departments as 
needed, and enclosing of noisy 
machinery. In connection with 
the editorial department will be 
a library 27 by 30 feet and a 
conference room 18 by 32 feet 
equipped for showing motion 
pictures. 

Three darkrooms and a com¬ 
bination artist’s and photo¬ 
graphic studio will be next to 
the news room. 

Wire service printers will be 
housed in sound-proofed rooms. 

The new composing room, 
with about 7,000 square feet of 
floor space, will be nearly twice 
as large as present quarters. 

Typesetting machines will be 
added to bring the total to 22. 

Two five-unit presses will be 
erected side by side in the press¬ 
room, which has a 23-foot ceil¬ 
ing and room to add more units 
la tandem if needed in the fu¬ 
ture. One press will be a new 
Goss Headliner and the other, a 


the Providence Journal-Bulletin 
on the public power problem. 
To get his facts, Mr. Arris 


contain an employes’ lounge, surveyed 21 river systems in 
first-aid room, and dining room. New England. He went up and 
A garage will also be con- down river valleys on foot, by 
. structed at the new site, prob- auto, in horse-drawn vehicles 

above ably next Spring, along the alley and by almost every other form 
_ ri* of conveyance. He did not 

per plant. An area adjacent to travel by boat. | 

the garage will be converted ■ 

into an employes’ parking lot New Dciilv Absorbs i 


ing are Morton L. Pereira and lqs Gatos, Calif. 

contractor is Algot B. Larson, 

Inc., Chicago, lowest of eight the Los 

bidders. __ _ 

The State Journal’s present Smith, Times publisher. John S. 
home at Grand and Ottawa - ■ — .... 

streets served as a manufac¬ 
turer’s office, a high school, a 
post office, and as the address of Mr.' Smith 

several businesses before it was planned to —... 

purchased in 1914 by the State weekly edition of the Times, 
Journal. Ir_ T""* .... . •• ..... 

it has been added to and re- 


Associates, Chicago. The general the Los Gatos Mail-News and! 

‘ - Saratoga Star, a weekly, with 

Gatos Times, 5-day i 
daily, is_announced by Lloyd E.| 

_111_. __ _ 3.i 

Baggerly, Mail-News publisher,! 
has joined the Times in an edi-i 
torial capacity and as part own-| 
" ■■’ stated. It is 
discontinue^ the 

. __ 

In the past 35 years which began daily publication al 
-- — zdfzd tz zr.-i ro- few months ago. 

modeled several times. ■ 

" Heads Paper Research | 

New Staff Paper Dr. Lincoln R. Thiesmeyer.j 

St. Petersburg, Fla. — The Ph .D-. has resigned as exMutive| 
Times-O-Gram, a four-page tab- assistant to the director ofi 
iniH marfp its riphut Nov 21 as Brookhaven National Labora 


Around the globe, 
Associated Press reporters 
ore guided by one precept: 

Report FACTS — 
TRUTHFULLY... IMPARTIALLY 


EDITOR & PUBLISHER for December 















7 i*#i wars this ntontfi. «*/i />#*# . 12. Thv itlatitn JiUtnutl vutvmi 
ittftf a Hfiv vva of tnvnfrsfiii» omf looiov^viio iit. 1 fwsv ten vfors fiat v yt'ors 

of vxjunisi*m oit4l ^nut th in vin nlolion anil ailtartisinfi nnf*rvvvih‘ntt il in 

Simthvi n ionrnniisin. I hrivf vMunination of this antazinn on»i*n‘ss is in ortl 


O N DEC. 12. Thr Jouninl uml iu nu<io station WSB was pur* 
chasfd hy Joints M Cox. f<trmrr Ciovemor of Ohio and Preaiden* 
tial nominiT of iht* flrroorralir Party in 192tt. With Governor 
Cox IK Chairman of (he Ih»artt. Jamrs M. Cox Jr. ik Viee Chair* 
man of the Board and (ivurge C Ridtei* :» PrtMdeol. the manaiement 
of ’Hie Journal rvmatneil in (he hands At Soutbemers horn and bred and 
it has bi'en as a xrrat Southern pap«‘r that Thr Juurnat baa moved ahead 
with tixnt strides in tin* year* since. This prostress la shown in its 
brifhtesi lt(hl in (hi* rireuUlion statements. On Sept. 29. It3$. The 
Journal printed and distributed 199.729 papers daily. 129.1122 on Sunday. 
Ten yearn later, on S«'pl 29. 1949. The Journal primed and distnhuted 
259.221 daily and 311.i9t uii Sunday. The J«iurnal has more than dou* 
bled ils eirruiation in ten years, and is still frowinc. Averaffe eiren* 
latiwn tor the month of Sovembi'r. 1919. wax 247.999 daily, and 319.199 
on Sunday. The JiHirnars advrrtisinc lineace in 19.39 waa ltJt5M.974 
ltm*s. Ear the year 1949. ad* 
verttsinic total will be right at 

29.909,999 Uttea. The grow ih of | | | | { | | | 3M.79JI 


habilitated and the old and the neV were merged into a praetiral unit 
(11 which the largest and most modern presRex m the South have been 
installed The Journal attributes its grovuh of r«'adership to its news 
service, its t*di(orial polirs. and its ennsuming desire to he of service to 
.Atlanta and t»eorgu. ’fhe len year.s of the prest^nl ownership have been 
critical ones in the affairs of (hr* rHv. st;>(e. and rution. The new spop«*r 
hns been an ouLspolten advocate of its lielH-fs in all buuiex which have 
arist'O. and while this hint mx'cvsarily involved thoeonlcnlton of oppos¬ 
ing viewv The Jouriwl has leli the saiisfar-iion of discharging what it 
deemed to bt* itx public duty Thr Journal hi carm'stls* endeavoring in 
the swilt march of time, to keep faith veith the principles emnwialed 
in 1939 by James .\|. Cox ".Alv roneeption of the lunctnmk and dutiex 
ot a m*wspaper can be simply staled. It should tell the truth as «mly 
honestv can discern (be (lulb. It sh*HiM ibt what ix in consciencr* need¬ 
ful and right. To keep free the 
strength oi thr strong while >rl 
I I I j I I 29.000.CN)0k protcctiug the weak, though 

_—" ilbottt coddling, against abuM*s 

^ ^ I af power—that K the everlast* 

-— — I ■ Ing bbur of sell gi*vcrnmcnt. 







PHOTOGRAPHY 


E & P Photo Contest; 
Johnny & Bruno, Inc. 

By James L. Collings 


Put your best prints forward, 
boys—the 11th annual Editor 
& Publisher News Picture Con¬ 
test is under way. 

There is an important change 
in the event this year: 

Judges wnll use the point 
system recommended by the 
National Press Photographers 
Association. 

Fairest & Scientific 

The NPPA's judging method 
is adopted because it is believed 
here that it's the fairest and 
most scientific. It replaces 
whim and vagueness with rea¬ 
son. Actually, since the asso¬ 
ciation’s annual contest has 
four classifications — spot news, 
sports, features and speedlite— 
E&P is borrowing only one- 
fourth of the NPPA form, or 
one classification—that of spot 
news, to which our contest is 
restricted. 

Under the new style of judg¬ 
ing, pictures submitted will be 
considered on a point basis, like 
so: 

Four points for dramatic qual¬ 
ity achieved while covering spot 
news story where unrehearsed 
action is obvious. 

Three points for difficulties 
encountered and competitive 
conditions under which photog¬ 
rapher worked. 

Two points for importance of 
story. 

One point for technical qual¬ 
ity. 

Otherwise the Same 

Outside of this major shiny- 
new condition, the contest will 
be run the same as last year. 
The deadline, again, is Jan. 31; 
the prizes match those of 12 
months ago--$150 (1st), $75 

(2d) and $50 (3d), and the 
winning photographer once 
more will receive the annual 
award of Kent State University 
for his contribution to pictor¬ 
ial journalism. The winning 
picture will be hung in the uni¬ 
versity's Hall of Fame. 

For the balance of the contest 
conditions and for other details, 
see page 3. 

Johnny & Bruno, Inc. 

In Yonkers, N. Y., there’s a 
cameraman whose initials are 
John J. Sarno, and Johnny’s got 
a miniature boxer, Bruno, and 
the two of ’em are going steady. 

Johnny is one-sixth of that 
peerless clan, The Sarno 
Brothers, three of whom work 
for Hearst and three of whom 
work for the Macy group, West¬ 
chester County Publishers, Inc. 
More accurately, he’s one- 
seventh, but the seventh brother 
doesn’t count for our purposes 
here. He’s an outsider—has 
something to do with the con¬ 
struction business. 

There are 16 papers in the 
group, and Johnny and Jerry 
represent the Yonkers Herald- 

28 


Statesman and the nearby 
Mount Vernon Argus. Henry 
is photo chief of the group. 

The Hearstmen are Artie of 
the New York Daily Mirror; 
Tony, chief photographer of the 
American Weekly, and Dick, 
photo director of Hearst Publi 
cations. 

They are six of the nicest 
fellows you’ll meet anywhere. 

So much for a re-introduction 
to a bunch of guys already well- 
known around the circuit. Back 
to Johnny, considered by his 
three sisters as the best looking 
of the brothers. And back to 
Bruno, more properly identified 
as Bruno V. Rolandsheim. 

Friendly Blue-Blood 

Bruno’s master isn’t sure 
what the V. stands for—“Maybe 
it’s for Von”—but he does know 
that the friendly, fawn-colored, 
year-old boxer is a blue-blood 
registered with the American 
Kennel Club. That’s why the 
fancv handle. 

Johnnv, who shoots in the 
low 70’s. was out on a golf 
course one day when he heard 
some dogs barking. He and his 
companion walked over to the 
source of the noise. It was a 
private kennel. Among the yap¬ 
ping dogs was Bruno. 

Johnny wanted Bruno as soon 
as he saw him. but the owner, 
a lady, was reluctant to sell 
him. After a few minutes of 
high-speed persuasion — “I’m a 
newspaperman, lady.” and so 
on—the owner gave in and sold 
him for $200. 

They have been inseparable 
since. The vicious looking but 
constantly good-natured Bruno 
does everything but hold John¬ 
ny’s tripod. On outside jobs, 
he’ll carry peanut bulbs in his 
mouth: for inside ones, he waits 
bv a door until the master is 
throueh. or sits in Johnny’s car, 
guarding equipment. 

A Kindly Watchdog 

Is he really a good watchdog, 
Johnnv? 

“Well, he’s never had a 
chance to protect any of mv 
stuff in the car. People walk 
by. look in, see him on the front 
seat, and because he’s tough 
looking they stay away." 

Many Westchesterites, though, 
have run into Johnny and 
Bruno on assignments and got 
to know the dog fairly well. 
He’s had at least 25 offers to 
sell him, one bidder going as 
high as $500. 

“But I wouldn’t part with him 
for anything,” says Johnny. “I 
bought him as a companion and 
he’s been a darn good one. He 
even sleeps on the foot of my 
bed and wakes me promptly at 
seven each morning so I can 
take him out for his pre-break¬ 
fast stroll. From then on, we’re 
together all day long.” 


Bruno cocks an 
ear while 
Johnny Sarno, 
right, studies a 
print with 
Ralph Branca, 
Brooklyn 
Dodgers' pitcher. 



Shutter Shorts . . . 

More than 200 North Caro¬ 
lina photographers and editors 
are expected to attend the first 
photo short course being spon¬ 
sored next spring by the Caro- 
linas Press Photographers Assn. 
The photographers were told 
that publishers of the state are 
making sizable contributions 
toward expenses of the course, 
which is scheduled for April at 
Chapel Hill. John G. Hemmer 
of Raleigh, official state photog¬ 
rapher, has been re-elected pres¬ 
ident of the association. He is 
the first president in the group’s 
history to succeed himself. 

The Los Angeles Press Pho¬ 
tographers Assn, has completed 
the installation of a completely 
equipped photo lab for teenage 
boy inmates of Camp La Tuna, 
which is operated by the Los 
Angeles County Probation de¬ 
partment. Besides financing 
construction and equipment of 
the lab, the association provides 
frequent lectures and demon¬ 
strations by local cameramen. 

Herb Heise, chief of staff of 
the Cincinnati (O.) Enquirer 
photo staff, is the new presi¬ 
dent of the Enquirer Editorial 
Employes Professional Assn. 

J. Howard Birch, staffer on 
the Waterbury (Conn.) Repub¬ 
lican, and Mrs. Birch are par¬ 
ents of a son, Cristin Markham. 
■ 

Students Protest 
Cropping of Negro 

Raleigh. N. C.—When the 
Raleigh Times issue of Dec. 2 
carried a three-column front¬ 
page photograph showing three 
officers of the N. C. Student 
Legislature, the Legislature 
adopted a resolution “censur¬ 
ing” the paper for eliminating 
a Negro from the photograph. 

All of the officials shown in 
the photograph were white 
The Negro had been elected 
parliamentarian. 

John A. Park, editor and 
publisher .of the Times, said 
the Negro, who was sitting at 
one end in the photograph, was 
eliminated “because it was a 
question of either running the 
picture a column wider or mak¬ 
ing it too small.” He added 
that the student assembly was 
not regarded as of sufficient 
news importance to warrant 
more space. 


Fans Buy Cor 
For Mike Lee, 
Sports Editor 

Jamaica, N. Y. — Long Ujad 
sportsmen gave a testimonii. 
Nov. 29 to Sports Editor Mike 
Lee of the Long.^ 

Island Press. A 
crowd of 1,600 
was on hand. 

After a nine- 
act vaudeville 
show, Mr. Lee, 
who is complet* 
ing his 25th year 
in the newspa¬ 
per business, 
was given a 1950 
Packard sedan. 

The fans in at- 
tendance u# 

had contributed 
$3.50 apiece to attend the pvt 
and contribute to the Lee fine 

A native of Yonkers, N. Y 
Mr. Lee began his newspipt 
career with the Yonkers Htnk 
and the Yonkers Herald Ststn 
man. He later joined the stat 
of the Philadelphia (Pa.) 
quirer and Charleston. (W. Vi 
Gazette, and came to Long t 
land after graduation fro: 
Washington and Lee Uniwrs' 
to work for the Nassau 
Star. He joined the staff of tk 
Long Island Press, a Newhou.^ 
newspaper, 18 years ago. 

He is president of the Unite 
States Harness Writers Assx 
ation and secretary of # 
Brooklyn Chapter, Basrta- 
Writers Association of Amerci 



Publisher Cleared 
In Muir Libel Case 


Los Angeles —Jimmy Ta: 
no, Hollywood magazine ? 
sher, has been acquitted 
riminal libel against Fw:- 
iuir, Los Angeles 
mnist. An earier court 
ig ended in a mistrial. 

fuir had taken ex«pUon 

lentions of her in. > 
aper, Hollywood Nite Wf ; 

le stand, Tarantino expJ_. 
e had misunderstood tM- 
ion meaning of terms uw 
jference to Miss Muir w® j 
des her Mirror stint, is • 
2 spondent for the 


EDITOR 


& PUBLISHER for December 



GRAFLEX PRESS NEWS 


December 


Published by Graflex, Inc., Rochester 8, New \ork 


PHOENIX PHOTOGRAPHER FINDS FRONT PAGE PHOTOS 
EASY WITH FAMOUS SPEED GRAPHIC! 


Extreme Temperatures Have No 
Effect on Smooth Operation! 



Ebby Hawcrlandcr, Chief Pho¬ 
tographer Phoenix Gazette, says 
“our Speed (^rapliics get plenty of 
work daily." During the war "iny 
travels took me up to the Aleutian 
Islands and . . . Alaska. My Speed 
Graphic has taken many shots in 
temperatures as low as —30 de¬ 
grees. It never failed." In Phoenix, 
adds Ehhy, the mercury is up above 
115 degrees. “I don’t sec how my 

editor & PUBLISHER for December 


.Speed Graphic taks this heat but 
it does." 

^ es, from extremes of heat and 
cold to front |>agc human interest 
shots, you can <lepend on the Speed 
Graphic. The barefooted mother 
was caught at the Arizona State 
Fair on a very hot day. Her little 
hoy wonders at it all. Shots like 
this make the front page of the 
Phoenix Gazette. 

10, 1949 


Here’s 


At You ,., By 

, Bob Garland 

1 

Many of the feature photographers 
with the syndicates and on Sunday 
papers have been using the small 
Pacemaker “23” Speed Graphic 
cameras to shoot color. Our new 
roll film holder which can be 
installed on cameras using the 
GRAFLOK Back offers even more 
versatile small camera operation 
in that you can use the 2% x 
2Y^ size roll holder which makes 
twelve exposures on black and 
white or nine on color . . . or 2 Vi 
x 3V4 roll holder which makes eight 
black and white shots and six 
color. 

Use Two Roll Holders 

News photographers have already 
suggested carrying one roll holder 
with color and one with black 
and white film with both a wide 
angle lens and a 105mm Ektar lens 
to widen the use of the small ex¬ 
tremely versatile cameras. You 
still don’t lose the use of cut 
film when you use the new GRAF¬ 
LOK Back, which can be installed 
at a reasonable price. 

Photographic Short Course 

The W isconsin Press Photograph¬ 
ers Association holds two annual 
meetings about the state which 
take on the aspects of a photo¬ 
graphic symposium or short course. 
If any of you fellows with state 
affiliations are interested in how to 
go about it, I would suggest that 
vou write to Mr. E. H. Timms, 
WAUSAU DAILY RECORD HER¬ 
ALD, W'ausau, Wisconsin, who is 
a master at organizing and running 
these meetings, with the help of 
fellow members. W^e only found 
this out after the NPPA started 
their short course plan of oper¬ 
ation which is available to all 
groups interested in holding local 
short courses. 




JOURNALISM EDUCATION 

Vonier Piece Results 
In New Dakota Course 


By Dwight Bentel 

(Fourth of a Series) 

Two YEARS AGO Chet Vonier, 
then a Milwaukee newspaper¬ 
man, did an article in The 
American Mercury criticizing 
college journalism training. 

The piece, titled “Failure of 
the Journalism Schools,” sparked 
an explosion from J-school di¬ 
rectors. It added up to almost 
total condemnation of what they 
were doing, and a denial of the 
validity of their efforts. 

J-school people were resent¬ 
ful, they said, not because Mr. 
Vonier had expressed his point 
of view but because, they 
claimed, his piece “grossly dis¬ 
torted and misrepresented the 
facts." 

But out in South Dakota the 
Vonier article sparked a differ¬ 
ent kind of reaction. To W. R. 
Ronald, editor of the Mitchell 
(S. D.) Daily Republic and 
chairman of the planning com¬ 
mittee of the board of directors 
of Dakota Wesleyan University, 
it made sense. 

He wrote Mr. Vonier a letter 
which said, “Well, if newspaper 
men, like yourself, can tell 
wherein the schools of journal¬ 
ism fail, they should also be 
able to tell how they should be 
set up.” 

Mr. Vonier agreed. Result . . . 
the “Newspaperman’s Course in 
Journalism” at Dakota Wes¬ 
leyan, to start with the fall term 
of the 1950-51 school year. 

10 on Advisory Board 

The course was devised, says 
the Wesleyan brochure, “with 
the cooperation of working 
newspapermen throughout the 
Unit^ States.” In addition to 
198 managing editors who re¬ 
sponded to a letter of inquiry 
with suggestions, 10 working 
newspapermen served on the ad¬ 
visory board in laying out the 
program. Says Mr. Ronald, 
every one of the first 10 selected 
agre^ to act. They are: 

Marquis Childs. United Fea¬ 
ture Syndicate columnist; Ralph 
Coghlan, editor of the editorial 
page, St. Louis (Mo.) Post-Dis¬ 
patch; Edwin A. Lahey, Knight 
Newspapers: Robert Lasch, ^i- 
tor of the editorial page, Chica¬ 
go Sun-Times; Richard E. Lau- 
terbach, New York author, 
editor, correspondent; E. H. 
L.inford, editorial writer. Salt 
Lake (Utah) Tribune; Ralph 
McGill, editor, Atlanta (Ga.) 
Constitution; Lowell Mellett, 
columnist, Washington (D. C.) 
Star; Paul C. Smith, editor, San 
Francisco Chronicle; Thomas L. 
Stokes, United Features SsTidi- 
cate columnist. 

These 10, says the Wesleyan 
brochure, with the aid of sug¬ 
gestions from 198 editors about 
the country and Mr. Vonier’s 
counsel, devised the new course. 

George McGovern, professor 


of history, politics, and interna¬ 
tional relations, directs the 
course. Paul Evans, Nieman fel¬ 
low and executive editor of the 
Daily Republic, is counselor. 

No Technical Instruction 

Of chief interest to a journal¬ 
ism educator is the program’s re¬ 
jection of courses in journalism 
which have come to be almost 
standard at the major schools 
and departments. Says the an¬ 
nouncement. “No provision is 
made for any techniacl instruc¬ 
tion. All of the newspaper men 
who cooperated in working out 
this course stated they felt tak¬ 
ing up such study would be a 
waste of time.” 

Under a “journalism” heading 
in the curriculum outlines are 
listed only “Journalism Seminar, 
Independent and Directed Study, 
and Work-Study Program.” Ex¬ 
plains the bulletin, “The jour¬ 
nalism seminar and individual 
studies give the student the op¬ 
portunity of going further into 
many of the subjects taken in 
other courses from the point of 
view of the newspaper man. 

“The materials to be taken up 
in these courses and the time 
devoted to each question are 
worked out cooperatively with 
the student, so it is impossible 
to present an exact summary of 
the course. Subjects dealt with 
will include such topics as poli¬ 
tics. social welfare, newspaper 
eithics, etc. 

“ . . . The student has the 
widest latitude in the specific 
subject and amount of hours of 
credit he will earn. A student, 
for example, who expects to spe¬ 
cialize in social welfare, is al¬ 
lowed to put in more hours on 
that subject. Again, those who 
expect to go in for pu’olic affairs 
and with the objective of be¬ 
coming editorial writers or col¬ 
umnists are allowed to devote 
more time to prepare them¬ 
selves in these areas." 

Flexibility ol Content 

Content of the course, says the 
bulletin, “is such as the news¬ 
papermen consulted found from 
experience after graduation 
would have been helpful to 
them.” It includes economics, 
history, politics, sociology, psy¬ 
chology, philosophy, history of 
religion, speech. 

Flexibility is emphasized, all 
departments are called upon to 
contribute where needed, much 
of the work is carried on in 
workshop or seminar style. 

As a “unique” feature, says 
the bulletin, a working news¬ 
paper executive serves as coun¬ 
selor for students and faculty. 

Summed up, the course seems 
to be a literal arts program se¬ 
lected from the standpoint of 
newspaper utility, with work¬ 
ing-newspaperman counseling 
and guidance, and a small pro¬ 


fessional Journalism "core” Stokes, who says: “. . . Schooli 
which avoids technical Instruc- of journalism, as I had found 
tion but directs the student into from my knowledge of them, 
newsipaper applications of gen- put too much emphasis on th( 
eral subject matter. practical, mechanical aspects d 

As such it can’t be “laughed newspaper work in their courses 
off,” no matter how great its —which I thought any colleee 
variance from or similarity to graduate could pick up after he 
programs of other schools, be- began work on a newspaper- 
cause plainly it conforms to the and tM little on thorough 
thinking of a good many news- grounding in subjects whirt 
papermen and educators. conduce to a good general edu- 

On the other hand, much of cation, 
the program is more striking by “... I thought college students 
reason of its similarities to generally know too little about 
rather than differences from • • • subjects such as history, 
many journalism programs in economics and the impact of 
major schools throughout the economics on politics, and I sug- 
country. The brochure seems to gested a closer study of politio 
overemphasize differences, and as it is practiced, along wito po- 
conveys the impression the litical science theory.” 
whole effort is based on a re- Mr. L^ch expresses much tht 
jection of what other schools are same point of view: “In genera! 
doing. I have a strong feeling against 

For example, an introduction journalism schools which over 
to the course declares. “In this emphasize technical training 
article Mr. Vonier pointed out for newspaper work. I agree 
the shortcomings of schools of with the general idea of the 
journalism and their lack of Dakota Wesleyan course, which 
meaning to employing newspa- I take to be that the best prep- 
per executives. Dakota Wesley- aration for journalism is a gen- 
an university’s course aims spe- oral arts educatioii rather than 
cifically at overcoming these workshop courses in news writ- 
shortcomings.” ing, news editing, and the like" 

Not Based on Criticism 

i ty will disagree with Mr. Stokes 
However, Mr. Ronald, in a let- and Mr. Lasch in their conclu- 
writer, says: sions about J-schools both re- 

“The proposed course in jour- garding the overemphasis on 
nalism ... is not by any means technical instruction and m- 
predicated upon criticism of any gject of the liberal arts 
school of journalism. It is not They would insist journalism 
in any sense of the word a schools throughout the country 
brick-throwing exercise, but an place as much emphasis on ap* 
attempt to build something. It propriate liberal arts training 
makes no difference whatsoever as does Dakota Wesleyan, and 
about schools of journalism if fQj. the same purposes, 
this particular course, which dif- But, meantime, without re¬ 
fers from others in a number of gard to what the other school' 
respects, will serve those stu- ^ay or may not be doing, the 
dents who come to it. If it does Dakota Wesleyan project makes 
not, the course will be aban- a desirable addition to joumal- 
doned.” ism education’s experimental 

This point of view is shared and varied approach to the Job 
by members of the advisory qj training newspaper men and 
board with whom this writer women, 
corresponded. Wrote Mr. Lau- ■ 

terbach: 

”... My participation does Joumalisixi Fraternity 
not indicate that I disapprove or t.^ yinaU 

approve of the kind of journal- JVlOTkS ItS 4Utn I ear 
ism programs being given else- Pi Delta Epsilon, honor^ 


ism programs being given else- Pi Delta Epsilon, honors 
where. I do not know enough collegiate journalism fraternity, 
about such programs to pass is observing its 40th anniversary, 
judgment. Drawing on my ex- Most of its 64 active chapters 
perience in a college without a are noting the fact that the w 
journalism course per se and my ciety was founded Dec. 6, 1909 
later studies at Harvard as a in the office of the Daily Orange 
Nieman, I tried to outline what newspaper published by 
I thought would be an ideal yet dents at Syracuse (N. Y.) Uni- 
practical undergraduate pro- versity. 

gram ” The professional fratemities- 

Wrote Mr. Linford: “I do not Sigma Delta Chi (men) ^ 
recall reading Chet Vonier’s ar- Theta Sigma Phi (women)- 
ticle on the ‘failure’ of schools were founded in the same yw 
of journalism. I assure you I in widely separated parts of the 
do not disapprove of journalism country. T^ u 

programs being offered in all The founding of Pi Delta w 
colleges and universities else- silon, which has initiated nwf* 
where. I must heartily endorse than 14.500 members, grew out 
the college of journalism at Col- of early morning staff meeting 
orado university and the very in the office of the Orange, 
practical approach of its direc- One of the important 
tor. Prof. Gayle Waldrop. tions of Pi Delta Epsilon b to 

“Here at the University of provide incentive to get wow 
Utah Prof. Quintus Wilson, for students interested in couw 
more than 20 years an editor of publications. Few colleges ^ 
the St. Paul Press, is initiating mit class credit for work on m 
a splendid program. I am not dent publications. Some oi w 
acquainted with the program of larger publications, nowew. 
m(^ journalism schools.” pay top ranking „ 

Says Mr. Lahey, “I am not business managers 
even aware of having any view bonuses, but most of the umit 
about (journalism schools).” graduates work on newspai^ 
Somewhat more critical is Mr. yearbooks, magazines, for uw 

EDITOR & PUBLISHER for December 10, 




HBMeMBiR... 


COLORADO FAMILIES 

BUY MORE 






. 0. anr/ THE DENVER POST 

with the [COHOMYiif SIHai MIDWM COVCRAei 


AMONG THE 48 STATES 

Colorado—with $1,423,000,000 Retail Sales—ranks: 
1st in General Merchandise Sales Per Family 
3rd in Total Retail Sales Per Family 
6th in Drug Sales Per Family 

8th in Furniture, Household, and Radio Sales Per 
Family 

14th in Food Sales Per Family 


THE DENVER POST GIVES YOU 

Through Its Sunday Roto, Comic, and Magazine 
Sections: 

99% Coverage of Metropolitan Denver 
93 % Coverage of Retail Trading Zone 
71 % Coverage of Entire State of Colorado 
392,031 Total Circulation 


SOURCES 

SALES DATA: Survey of Buying Power 
May 10, 1949 

CIRCULATION: A.B.C. Publisher's Statement 
September 30, 1949 

represented NATIONALLY BY MOLONEY, REGAN & SCHMITT, INC. 

editor 4 PUBLISHER for December 10, 1949 


THE DENVER POST 

TXe 'I'tiee (At 

fAlMIR HJfT. lOITOR AND WUlLISHil 














PROMOTION 


As We Said Before: 
Just Mix Simple Ideas 


By T. S. Irvin 

Paul Allingham, general 
manager of the Amarillo ( Tex.) 
Globe and News, comes up this 
week with further proof of last 
week’s thesis that the great 
promotional ideas are usually 
the simple ones. Mr. Ailing- 
ham’s submission is a 56-page 
tabloid section which appeared 
with the Sunday News-Globe 
several weeks ago as its Tri- 
State Recipe Edition. 

’Rie section is nothing fancy. 
But it is useful and informative 
to News-Globe readers, espe¬ 
cially its women readers, and 
the bet is a safe one that it 
will linger long in kitchens 
throughout the News-Globe ter¬ 
ritory. All it contains, in addi¬ 
tion to many pages of excellent 
advertising, are recipes, hun¬ 
dreds of them, for every pos¬ 
sible entry on anylwdy’s menu. 

’The recipes are indexed by 
classification, and at the head 
of each classification are given 
the prize-winning recipes in the 
contest staged by the News- 
Globe to gather together these 
favorite recipes of its readers. 
Judges in this contest, whose 
pictures appear on the section’s 
cover, were the county home 
demonstration agent, the home¬ 
making teacher and the home 
economics teacher at the Ama¬ 
rillo High School. 

Idea Not Original 

“Our woman’s editor, Frances 
Dolfin,” Mr. Allingham writes, 
“obtained the recipes through 
a series of ads and stories ask¬ 
ing our readers to send her 
their favorite recipes. We were 
literally flooded with them. As 
a result, the section was bigger 
than we had planned. 

“However, i can assure you 
that no other special section 
ever published by us enjoyed 
the acceptance by our readers 
that this recipe section did. We 
feel that newspapers have to 
offer more such service sections 
to readers and fewer ‘fair edi¬ 
tions’ and ‘builders’ sections.’ 
We are sure of this, in fact, be¬ 
cause our readers told us so. 

Mr. Allingham is frank in 
admitting that the idea for this 
recipe section came from the 
Evansville, Ind. newspapers. 
He thinks, with equal frank¬ 
ness, that Amarillo did a better 
job of building the section than 
Evansville did. Its success, he 
says, assures that it will be an 
annual event in Ameu'illo. 

You see all it takes for a suc¬ 
cessful promotion? Just a sim 
pie idea. It doesn’t even have 
to be your idea. It just has to 
be an idea, and if it isn’t yours, 
it ought to be developed better 
than it was developed by the 
guy you got it from. 

Inside StuH 

Readers of this space will re¬ 
call that a recurrent theme for 

32 


discussion is the promotional 
value of the inside story. The 
public—and that includes all 
readers, whether they are ad¬ 
vertising people or just people 
--dearly loves to be taken be¬ 
hind the scenes and shown what 
makes your newspaper tick. 
Ajid when you give people what 
they love, they love you, too. 

Latest adherent to this line of 
promotional thinking is Ed 
Reap, public relations director 
of the Los Angeles Times. Mr. 
Reap is currently supplying the 
inside story of what makes the 
Times tick in a monthly news¬ 
letter which he calls, aptly 
enough, “Keeping Up With The 
Times.’’ It is being distributed 
to some 6,000 businessmen, ad¬ 
vertisers, advertising agency ex¬ 
ecutives, and other interested 
readers. 

Ingenuity Is Stressed 

■ We hope that readers of our 
newsletter will get the idea that 
Times people are very human,” 
Mr. Reap says, “that they ex- 
erc real ingenuity and try hard 
to do a good job, and that they 
generally succeed. Also, that 
the Times itself does a consis¬ 
tently good job for advertisers. 
By getting people interested in 
the Times as a living organiza¬ 
tion we can also get things over 
to them about ourselves without 
appearing presumptuous or 
vain.” 

For some strange and un¬ 
fathomable reason, newspapers 
are reluctant to give out with 
this inside story stuff. ’Their 
natural tendency seems to be 
to play down their own institu¬ 
tional or personal achievements. 
Not so with such organizations 
as Time and Life magazines, 
and with CBS. 

Time Letters Cited 

If you read the publisher’s 
letter in Time, you know how 
week after week the most rou¬ 
tine accomplishment of a Time 
correspondent is made to ap 
pear as significant a news feai 
as Stanley's search for Living¬ 
ston. This is not meant as 
criticism of the effort that ap¬ 
pears every week over Mr. 
Linen's name. We are an avid 
reader. We like it. We think 
other readers like it. Our com¬ 
plaint is not that Time does 
it, but that so many newspapers 


NO NEED TO TAX YOUR EN¬ 
ERGY. Get good help through 
EDITOR & PUBLISHER Classi¬ 
fied Help Wanted ads. It’s 
EASY. Write or phone. 

EDITOR & PUBLISHER 

1475 Broadway 
Now York 18, N. Y. 

Tol.: BRyant 9-3052 


over the country, each with as 
good and often with a better 
story to tell, do not do it. 

And recently there emerged 
from CBS a beautiful book, 
bound in boards and all, titled 
“Close-Up," and giving in de¬ 
tail the story of a television 
program from inception to air. 
Excellently written, skilfully il¬ 
lustrated with outstanding pho¬ 
tographs, this is an inside story 
of television programming that 
makes fascinating reading. Yet 
it is nothing but routine, and 
there is routine equally as fas¬ 
cinating, if only it were told, 
in every newspaper shop in the 
country. But it does no good 
for this fascinating stuff to be 
around if it is not used pro- 
motionally. 

Nor does it take anything 
more than a little trade paper 
space in which to tell it. Note, 
for instance, recent single-col¬ 
umn ads run in trade books by 
WFAA, the Dallas News station. 
They each tell some inside story 
about WFAA programming that 
shows how close the station is 
to listeners. ’The current ad 
about the Milk Bowl football 
game started by the station is 
a honey. 

In the Books 

Chicago Sun-Times makes a 
strong pull for reader attention 
in trade books with its current 
ad headlined “Reader Response 
Set to Music.” Ad tells how the 
paper’s fifth annual Harvest 
Moon Festival packed Chicago 
Stadium with more than 20,000 
fans, and at a $3.60 top for 
tickets. 

New York Times uses current 
trade paper space to tell how 
more than 125,000 kids, parents, 
and teachers packed its third 
annual Boys’ and Girls' Book 
Fair. Kids always make good 
attention - compelling pictu'' 3 s, 
and the Times makes good use 
of these pictures in all its book 
fair promotion. 

Impressive is the current 
trade book effort of the Balti¬ 
more Sun with the headline, 
“What Does 4.299 Mean In Bal¬ 
timore?” What it means is that 
4,299 is the number of solid 
blocks in which every home 
gets a Sunpaper regularly. 
There are other blocks, too, in 
which almost every home gets 
a Sunpaper. But that solid 
4,299 is an impressive chunk of 
real estate to cover. 




GOSS 




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ri)! 


p 

GOSS i 

FLAT f 

i 

CASTING 1 

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BOXES ^ 

W-l 


^clea6 


Ad Grouping 

Ads from rural and small 
town residents are now placed 
under a “Community Classi¬ 
fieds” heading in the Longvit^ 
(Wash.) Daily News, and then 
grouped under the name of the 
town from which they originate 
Some small town stores now ad 
vertise regularly in the column. 

Pop Concerts 

Four Pop Concerts of the 
Buffalo Philharmonic Orches¬ 
tra will be sponsored by the 
Buffalo (N. Y.) Evening Newt 
this season as a public service 
and to provide its employes an 
opportunity to attend the con 
certs. The News will purchase 
a large group of tickets and 
make them available to em¬ 
ployes. 

Cattle Contest 

To GIVE the cattle industry 
greater stature in Western 
Pennsylvania counties, the 
Johnstown Democrat recently 
conducted a Baby Beef Contest, 
finals of which were staged at 
the Cambria County Fair. The 
paper paid out $965 in prizes, 

■ 

Remember the Day 

San Diego, Calif. — The San 
Diego Journal is giving prizes to 
writers of the most interesting 
letters telling of experiences on 
the day the Japanese attacked 
Pearl Harbor. 


Cf^ 


Your 


VtAH 






Bditions 



Three Special 
Features From 


• BEST PICTURES OF ’49 

A full page of the year’s out¬ 
standing pictures, picked for 
news value and quality of 
photography. 

• SPORTS THRILLS OF '49 

A half page of pictures from 
the many arenas of the I 
world of sport. j 

• CHRONOLOGY of the YEAR 

A half page of important ( 
dates and headline events in 
a momentous year. 

(Available together, or iiidividu- 
' ally, completely matted. Proof.’ 
and rates on request.) 

WIRE YOUR 
ORDER TODAY! 


NEA SERVICE, Inc. 

1200 West 3rd St Clerelond 13 0 


EDITOR & PUBLISHER for December 10. 




all their lives 


Literally. Millions of Ainerieans live out their lives in places 

twice a> high as the Kinpire State Buihling's tip. In three whole -^late^, 

lhere*> luit a single spot that's less than a half mile up. 

Altitude, like other geographic facts, makes a lot of dillerenee 
in the wav people live and what they Imy. Cake recipes that 
work fine in New York fizzle Hat on their pans in the * 

rarer air of Denver, 5,(KK) feet higher up. Antifreeze solutions 
that satisfy sea-level motorists are something else again in markets 
where water hoils at a mere 198^, as in 7,(KK)-foot-high Laramie. \\ yo. 

These are just two of the countless ways in w hich location predetermines 
people’s ways of living and hiiying—and advertisers' sales opportunities. 

Facing today's huyer’s market, more and more advertisers are'hasing strategy 
on ItH'ul fiu'ts, assigning a higger share of their selling joh to newspapers. 
For newspapers, like no other medium, give you maximum coverage 
ol your prospects plus complete correlation with the fact that . . . 




^ American Newspaper Publishers Association, is in business to help you 

make your advertising more productive. Coll or write us at 370 Lexittglon Ave., New York 17; 360 North Michigan Ave., Chicago 1, 
or 240 Montgomery St.. San Francisco 4. Or ask for your copy of the newly revised booklet, "Services Available to Advertisers." 

Sponsored by Gannett Newspapers in the interest of more effective advertising. 

editor 4 PUBLISHER for December 10, 1949 





' Linotype Research 

help speed production 

brings improved accessories to simplify machine operation 

reduce down-time 



PREVENT DAMAGE to your molds ond liners with iIm 
new Auto-Ejector Set. A simple, initial setting of ejector 


mechanism for each mold in the moM disk provides onto- 
motic selection of the correct ejector blade measure when 
mold disk is rotated. This saves molds, ejectpr blades aid 


worry. It simplifies operation and speeds production. 


MERGENTHALER LINOTYPE COMPANY, 29 RYERSON STREET, BROOKLYN 5, NEW YORK 


And every improvement you see illus¬ 
trated is availaitle now'—ready to go to 
work to help spc’ed yonr prodnetion. 

Greater eonvenienee for the operator is 
aehieved with the new Quick-Opening 
Knife Block for display w ork. Lost time is 
avoided with the new 2-piece nozzle on 
the Thermo-Blo. Mold disk can he pulled 
forward without removing flexihle tnhe. 
A more positiv e gripping dev ice for tht' 
Self-Qiiadder* helps grip matrices with 
greater pressure than formerly obtain¬ 
able. Damage to molds or liners through 
improperly set ejector blades is pr?‘veitted 
with the new Linotype Auto-Ejector Set. 
Ejector adjusts itself for correct measure 
when mold disk is rotated. 

And there are still more acc essories— 
many of which are available for either 
new or present machines-all stemming 
from Linotype Research. It is Linotype 
Research which enables your Linotype 
representative to help you plan a more 
efficient composing room. Phone or write 
now so that he can he w'orking with you 
on your long-term modernization plans. 

•.Xvailahio on new Ljnotyp('<c lu fore shtpinent. 


LINOTYPE 


= LEADERSHIP THROUGH RESEARCH 











STEADY PRODUCTION is assured with the new 
gripping mechanism on the Linotype Self-Quadder. 
New teeth or pawls grip the control rod firmly at 
any point. When the quadder jaws close, they stay 
closed with a sure, positive grip. Inset mustration 
shows detail of the new gripping device. 


GREATER OPERATOR CONVENIENCE is 

attained with new Quick-Opening Knife Block. 
Food store or overhanging composition is cleared 
with the touch of o single lever. Slugs are ejected 
freely without twisting. By returning the operat¬ 
ing lever to normal position, the initial setting is 
restored. The knife block can be opened to clear 
any overhanging slug regardless of point size. 


NO LOST TIME with this new 2-piece nozzle 
on the Thermo-Blo. When mold disk is pulled out 
or pushed bock in place^^upper part of nozzle 
slides with it. No disconnecting of the Thermo-Blo 
tube is required—no danger of skinning knuckles. 
A special washer prevents air leakage. The new 
Thermo-Blo design saves time—makes for greater 
safety and operator convenience. 



1 1 

\ 

\ 

1 

L 1 

1 



























TELEGRAPH PROPOSALS 

THE DAILY newspapers of the United 

States should take a good look at current 
developments in the field of domestic and 
international telegraphic transmission of 
news. The trend indicates higher rates and 
restrictions are forthcoming if newspapers 
do not take an interest and make an effort 
to stop them. 

Western Union proposed to Congress: 

“1. Adoption and implementation of a 
national policy directed toward a single 
system of domestic and international rec 
ord communications, under private man¬ 
agement and with appropriate government 
regulation for the protection of the public, 
with Western Union as the nucleus around 
which such a system would be developed, 
insuring more effective competition with 
voice and air-mail services. 

“2. Subject to appropriate enabling 
legislation and other essential considera 
tions and negotiations. Western Union to 
offer to purchase the international tele¬ 
graphic facilities of the American Cable 
and Radio Corporation. RCA Communica¬ 
tions, Inc., and any other international tele 
graph carrier operation in the U. S. 

"3. Subject to the approval and coopera¬ 
tion of the national defense establishment 
and government policy considerations. 
Western Union to provide an integrated 
system of domestic communications," etc. 

"4. Subject to financial negotiations and 
regulatory considerations. Western Union 
to purchase the telegraph business of the 
Telephone Company, including primarily 
such business known as Teletypewriter 
Exchange Service t TWX >. 

"5. To the extent that required private 
capital may not be available to insure ac¬ 
complishment of these objectives, long 
term government financing to be pro¬ 
vided." 

Naturally, Press Wireless would be in 
eluded in these plans. We would end up 
with one national communications organ¬ 
ization without competition. Government 
would have its finger in the pie, perhaps 
occupy the driver's seat, through financing 
and regulation. Such a development would 
be far from the best intere.sts of this na 
tion's pre.ss. 

At the .same time, the regulations dealing 
with press communications adopted by the 
International Telegraph Conference in 
Paris last -summer are contrary to the in¬ 
terests of our press. The American News¬ 
paper Publishers A.ssociation rightly has 
protested their enforcement in this coun¬ 
try. Press messages would be fixed at a 
minimum of 10 words and overseas press 
rates will be automatically increa-sed in 
many instances. Two proposals which 
would have brought international regula¬ 
tions into line with procedures followed 
by American carriers were rejected. 

Thus the U. S. press is faced with the 
threat of having only one telegraph car¬ 
rier in this country which ultimately could 
mean higher rates, while at the same time 
U. S. representatives at international con¬ 
ferences are defeated in their attempts to 
keep rates down. 

Newspapers should register their opposi¬ 
tion to these developments directly with 
Congress. 


P n I nr (mO I a I question of research 

LLL^ 1 1 _ H. M. SEVILLE. Jr., director of resear 






For if lilt* trunipel give an uncertain sound. 
Mho ^hall prepare hinl^elf to the battle? 
(lorinthiaiis, \IV: 3. 

LIBRARY OF FACTS 

"A LIBRARY of Facts in a Single Volume' 

—that is the 26th annual Editob & Pub¬ 
lisher Market Guide which is off the 
press this week. A detailed description of 
all the marketing information contained 
in this 524-page volume would occupy 
more than this page—1.486 daily news¬ 
paper markets in the U. S.. Canada. Alaska 
and Hawaii are analyzed in standard sur¬ 
veys providing a vital service for all who 
advertise, distribute and market goods. 

Sales executives, space buyers, advertis¬ 
ing directors, industrial firms, re.search 
men. chain .store directors and others 
would have to search hundreds of sources 
to obtain the information gathered to 
gether in this one Market Guide. Here in 
standardized form for each market the 
bus.v executive will find the late.st infor¬ 
mation on population • not just the 1940 
ceiLsus figures, but up-to-date data on spe 
cial surveys by federal, state and county 
governments together with estimates by 
the Audit Bureau of Circulations and pub¬ 
lishers); quantitative figures on retail out 
lets of all kinds and their dollar -sales in¬ 
cluding foixi stores; names of chain stores; 
complete listing of manufacturing estab¬ 
lishments; data on whole.sale houses; sta¬ 
tistical compilations of bank deposits, auto 
registrations, electric and gas meters, tele¬ 
phones, etc. All of it is tied in with infor¬ 
mation on the local newspapers. 

More than 2,000 newspapermen, business 
executives and others cooperated with the 
E & P re.search staff in compiling this in¬ 
formation. And if an advertiser or agency 
man wanted to obtain this .same informa¬ 
tion on his own he would have to contact 
the Bureau of Census. Department of La 
bor. Department of Agriculture, Depart¬ 
ment of Interior, Treasury Department. 
Eklison Electric Institute, AT&T, Federal 
Communications Commission, to name only 
a few, and Chambers of Commerce, news¬ 
paper publi-shers, and other business ex¬ 
ecutives in every state capital and every 
one of the 1,486 different markets. 

As a plus value there are 52 new key 
market maps specially designed for Editor 
& Publisher locating every daily news¬ 
paper market. 

Here is an indispensable tool to all ad¬ 
vertisers, sellers and distributors of goods 
who must know the relative market 
strengths of states, counties or cities. The 
Editor & Publisher Market Guide is 
literally: 

“A Library of Facts in a Single Volume." 


H. M. BEVILLE. Jr., director of research 

for the National Broadcasting Company 
in a recent speech, took some cracks at the 
quantity and quality of research in com¬ 
petitive fields and termed newspaper read¬ 
ing research a “barren field." He wondered 
where radio would be today if it had 
depended on the method and quantity of 
the Continuing Study of Newspaper Read¬ 
ing. 

In almost the same breath he admitted 
that “radio researchers and audience 
mea-surement systems in general have 
failed the radio broadcaster in one impor¬ 
tant respect—they have neglected to meas¬ 
ure the true dimensions of the radio and 
television audience." 

Well—why take a crack at someone 
else's research when your own is in such 
bad -shape? It sort of puts another ques¬ 
tion mark after another of Mr. Beville's 
statements: “Radio and television have 
available more research dollars and per 
haps more brains than competitive media 
and have thus produced more useful in¬ 
formation." How’s that again? 

To coin an original phrase: the proof of 
the pudding Is in the eating. Maybe radio 
does spend more money in research, but 
the million dollar budget of the news¬ 
papers' Bureau of Advertising is no small 
piece of change, and added to that are 
other uncounted thousands, perhaps mil¬ 
lions, spent by the American Association 
of Newspaper Representatives and the in 
dividual newspapers. 

What's more, newspapier research is pay¬ 
ing off at the box office. Newspapers must 
be giving the advertisers the type of in¬ 
formation they want or they wouldn't be 
Hocking to the medium in mass numbers 
shooting linage figures ever higher. 

The answer probably lies in the fact 
that newspapers, with whatever research 
they have done, have proven their impact 
on the buying public at the local level 
Anyway, the figures don't bear out the 
contention that newspaper research has 
been "barren." 

trend to five days 

EARLY in 1948, E & P reported that dur 
ing the preceding year there were 363 
newspapers, or approximately 20'c of all 
dailies, produced either five days a week 
or five days and Sunday. 

The American Newspaper Publishers 
Association revealed last week the total 
number of these papers is now 378—an 
increase of 15 in less than two year^ 
about 21% of all dailies. 

The large majority of them—242—are 
published five days and Sunday, and the 
bulk of these—188 are in the evening (w 
cept Saturday) and Sunday field. ’0)“ 
seems to be the best method for tumini 
a losing Saturday paper into a profitable 
Sunday one. It does not leave the readers 
without service over the weekend. 

Naturally, every city and town presents 
different problems to a newspaper pub¬ 
lisher. But we recommend, as we did 
early in 1948, that publishers in one-newr 
paper towns give their earnest considera’ 
tion to this fairly new technique which 
has been successful in many places. 


EDITOR & PUBLISHER for December 10, 1945 


36 


PERSONAL 

mention _ 

STANtEY Ross, editor and pub¬ 
lisher of the Wilmington (Del.) 
Sunday Star, has become presi¬ 
dent of the Dover Index Pub¬ 
lishing Co., Inc., publishers of 
the S5-year-old Dover Index, 
weekly. 

Mrs. Helen 
Rogers Reid, 
president of the 
Hew York Her- 
a I d Tribune, 
was h 0 n o r e d 
this week with 
a "Woman of 
the Year" 
award from the 
Federation of 
Jewish Philan- 
tropies. 

Herman and 
Sydney A. La¬ 
zarus, celebrat¬ 
ing their 25th anniversary as co¬ 
publishers of the Bayonne 
iN. J.) Times, were hosts at a 
party for employes of the paper 
who have served the paper 20 
years or more. 

John M. Richardson, publish¬ 
er, Rockland (Me.) Courier- 
Gazette, was awarded a special 
plaque at the annual exhibition 
of 4-H clubs of Knox and Lin¬ 
coln counties. 

David Brickman, publisher of 
the Medford (Mass.) Evening 
Mercury, outlined the opera¬ 
tions of a modern newspaper 
at a meeting of the Medford 
Women’s Club. 



Mrs. Reid 


Irving Rogers, president and 
publisher of the Lawrence 
(Mass.) Eagle-Tribune, has been 
chosen by Gov. Dever to serve 
on a committee making a sur¬ 
vey on a proposed new turn¬ 
pike. 


John R. Reitemeyer, presi¬ 
dent and publisher of the Hart¬ 
ford (Conn.) Courant, has been 
eiec^ to the board of the Con¬ 
necticut Mutual Life Insurance 
Company. 

W. W. Wilson, editor and 
publisher, Clinton (S. C.) 
Chronicle, and former president 
of the South Carolina Press 
Association, has been appointed 
by Gov. Thurmond to the board 
of regents, S. C. State Hospital. 

Henry H. Schulte, Jr., who 
was sports editor and then city 
0^ the Winter Haven 
'Fla.) News-Chief, has been 
named editor of the paper to 
succeed R. H. Fackelman, who 
nas taken over operation of the 
Morrison (Tenn.) Sun, in which 
ne acquired an interest. 

Columbus P. Gir.agi, veteran 
Arizona editor and publisher 
wno has twice retired from 
newspaper work has again re- 
field, this time as 
fho page columnist for 

Phoenix Arizona Republic. 

column is titled 
^ur Amazing Arizona.’* 


On the Business Sid 


^ McCorry, forn 
American Newspa 
Advertiang Network, has joi 
the Eastern sales staff of 
M. Loum (Mo.) Post Dispa 


Mary McClung, until recently 
advertising manager and gen¬ 
eral manager of the New York 
Post Home News, has joined the 
New York Mirror as department 
store advertising manager. 

Algot E. Swanson, who was 
advertising supervisor for three 
editions of the defunct Los An¬ 
geles (Calif.) Independent, has 
returned to Minneapolis to be¬ 
come an account executive with 
the Fadell Co., ad-PR agency. 

Roland H. Wolpert, wartime 
correspondent for Army Talks 
magazine in Paris and Frank¬ 
fort, has joined the promotion 
department of the New York 
Sun. 

Loyal Phillips, who resigned 
recently as advertising manager 
of the New Orleans (La.) Item, 
will become general manager 
of the Lake Charles (La.) 
Southwest Citizen on Dec. 12 
and a director of Citizens Pub¬ 
lishing Co. 

Richard Jasper, who is leav¬ 
ing the Niagara Falls (N. Y.) 
Gazette ad staff to become Buf¬ 
falo district advertising man¬ 
ager for the S. M. Flickinger 
Co., wholesale grocers, was re¬ 
cently honored at a farewell re¬ 
ception by fellow employes. 

Alan Goff, who had been 
promotion manager of Station 
WAMS, Wilmington, Del., and 
William Willson, formerly of 
the Lake Charles (La.) South¬ 
west Citizen, have joined the 
display advertising department 
of the Wilmington Sunday Star. 

Fred B. Pendleton, formerly 
of the Washington (D. C.) Daily 
News and the Welch (W. Va.) 
Daily News, has been named 
general manager of the Eliza¬ 
beth City (N. C.) Daily Ad¬ 
vance. 

Charles Goshorn, former 
backshop superintendent of the 
Winter Haven (Fla.) News- 
Chief, has been named general 
manager of the paper. 

Tom J. Turner, vicepresident 
and business manager of the 
Spokane (Wash.) Spokesman- 
Review and Spokane Daily 
Chronicle, who is retiring after 
30 years in the Spokane news¬ 
paper field, was honored Nov. 
30 with a luncheon given by 
W. H. Cowles, publisher. 

Joseph Berthelet has joined 
the La Jolla (Calif.) Light as 
advertising and commercial 
printing manager, with Mal¬ 


colm VON Behren as his assis¬ 
tant. 

J. H. Grosvenor has been 
named advertising manager of 
the Monrovia (Calif.) News- 
Post, where he has been em¬ 
ployed for two years. He for¬ 
merly was with the Oxnard 
(Calif.) Press-Courier. 

Charles E. Ahnn, advertising 
director, Los Angeles (Calif.) 
Daily News, is the author of a 
collection of 129 essays which 
will appear in book form soon 
under the title, ‘‘Wishes Are 
Horses.” The Morrison Press 
will produce the volume. 


In the Editorial Rooms 


Henry S. Matteo is back on 
the United Press staff in the 
Albany, N. Y. bureau after 16 
months in Berlin as assistant 
editor of the U. S. Military 
Government publication, the 
Information Bulletin, and 10 
months as a copy editor on 
Stars & Stripes in Germany. 

Harold Callender, chief of 
the Paris bureau of the New 
York Times, is celebrating a 
quarter-century with the paper. 
He has served the Times in the 
Far East, Mexico, Algiers and 
Europe. 

Dudley T. Hill, a former 
managing editor of the Schenec¬ 
tady (N. Y.) Gazette for many 
years, has been appointed to a 
newly-created post of special 
deputy county clerk in charge 
of the motor vehicle bureau in 
Schenectady. 

R. K. (Andy) Carnegie, re¬ 
tired chief of the Ottawa bu¬ 
reau of the Canadian Press, has 
been made honorary life mem¬ 
ber of the Parliamentary Press 
Gallery. He is a past president 
of the Gallery, of which he has 
been a continuous member since 
1927. 

WiTMER Eberle, of the paper’s 
state desk, has been named city 
editor of the Harrisburg (Pa.) 
Patriot. M. W. Milliron, for¬ 
mer Patriot city editor, is now 
assistant editor of the Sunday 
Patriot-News. 

Stuart S. Taylor, city editor, 
Philadelphia (Pa.) Bulletin, has 
returned to work after a nine- 
months’ leave of absence be¬ 
cause of illness. 

Stanley G. Thompson, Phila- 
(Continued on page 38) 


DEBBIE'S REALLY GOING PLACES 

This bright 
comic strip Is 
snowballing In 
popularity, and 
Debbie Is the 
sweetheart of 
kids from 6 to 
60. Wherever 
Debbie appears, 
she's the talk of 
the town. Sam¬ 
ples and terms 
on request. 


Register and Tribune 
Syndicate 
Oct Moines 

25 W. 45th St. New York 



editor & PUBLISHER for December 10, 1949 


... a child-rearing 
feature parents are 
I talking about! 

THE FAMILY 
SCRAPBOOK 

by Dr. Ernest G. Osborne 

Prof, of Education, 

j Teachers College, Columbia University 



"... can’t be beat . . . 
up-to-date, practical, full 
of good common sense.” 

—Mrs. Sidney Rosen 
Laconia, N. H. 

"... can’t tell you how 
much I enjoy it . . . al¬ 
ways look forward to it.” 

—Mrs. Kenneth G. Bryant 
Winthrop, Mass. 

"... outstanding con¬ 
tribution to meet a need.” 

—Mrs. Florence B. Dulion 
Trinity Episcopal Day 
School, Roslyn, L. I. 

• 

THE FAMILY SCRAPBOOK 

appears in nearly 100 newspapers 

• 

200-250 words daily, for 6 or 7-day 
publication, illustrated. 

H ire for samples and rate today. 


UKITEI) FEATURES 

syndic*^' 

220 EAST 42- L'HEEI NEW YORK \7 N y 


37 





Personal 

_ contin ued from page 37 

delphia Bulletin acting city edi¬ 
tor, has been named a news 
editor. 

Eleanor M. Parrish has been 
appointed food and fashion edi¬ 
tor of the Wilmington (Del.) 
Morning News and Journal- 
Every Evening. She was for¬ 
merly with the Philadelphia 
offices of the Ward Wheelock 
Co., and the A1 Paul Lefton Co. 

Bruce M. Tuttle has been 
appointed financial editor of 
the Detroit (Mich.) News, to 
succeed the late George B. Has- 
SETT, a member of the News 
staff for 34 years, who died Nov. 
25. _ Mr. Tuttle had been his 
assistant. 

Arthur Czech, formerly of 
the Chicago (Ill.) Sun before 

EDITOR & PUBLISHER 

Every Saturday eince 1884 

With which hai been merged; The Jour- 
■•Utt. establiihed March 24, 1884- Newa- 
Fourth Bitate. 
1, 1884; Bditor & Publisher, De- 
5”ioo» A'l^'rtising. February 

end Registered, 

Contents copyrighted 1949. 

Vb« Boitob ft Pnauam Co., Inc. 
jAifga Wbiobt Bbown 
_ PresuUnt _ 

General PtMUation Ofices: 

AVA Tower 

•an St. ft Broadway, New York 18. N. V. 
__ _ Triephones: 

- V*°! 8084, 3088 ft 8068 

Servima Nereepopere and Newspaper 
, ASvetHsere for 65 Years 


J««oini H. 

S'**'***" , Uanattnt Editor; Samitbi, 
^^.fveiate Editor; Dwiobt Bbn- 
FoncWtoa Editor; Jabbs Collinos, 
Jabb McMastbb. Doait Wiilbbs, Fratertt; 

fABBT HAs tBTT. LtProrunt. 

CHAntB* T. ^abt. Pubiisher; Lbacb 
MNBT, AdvertMnt iianater; Josiab B. 
MBnby, Uarketing and Research Man- 
Robbbt P. Jot, Director of CircnUdion; 
Gbobob H. Stbatb, arcnlotum Managrr; 
BBaB^Bm Bobbibs, Classified and Place- 
Iianater. __ 

TAMBa I. 

1277 Natumal Press Bldg., Tele- 
gBone Metropolitan 0833-0824. 

Ckieago Bsireau, 810 London Guaran- 
tae at Auident Bldg.. 8«0 No. Michigan 
*ee., Chicago 1, lU. Tel. STate 2-4898-09. 
j-*®*®* A. Bbandbnbcbo, Editor; Habbt 
K. B 1 .ACB, Ad eertisine Representative. 

1W« Commerciol 
Trust Btd^ 16th aM Market Sts., Phtia 
i. Pu.. Tel. RItnhse 8-4082; Josbpb 
W. Dbaoowbtti. _ 

Cahpbbu. Watson 
Mmt Building, San Francisco 4; Tele- 
Phoae, Garfield 1-7900. _ 

faelfic Coast Advert (sing Representative; 
DjwcAif A. Scott, Satis 2. Penthouse, 
*' Telephone, 

OarOeid 1-70M: 2978 IFUskirt Boulevard, Lot 
fueelet 5, Telephone, Dunkirk 8-4101; and 
07 Seeimties BUg.,Seattle, 1 JFar4.,Telephone, 
otfcocn 618o. 

London, England, ojlea; Allan Dbla- 
jown. Manager; Room 81, 87 Norfolk 
2^. London. IY.C3: Telephone, THM. 
lOofl. _ 

KeSl France, bditor, Lanoblaan, 
J?’ Vincennes (Seine). 

Copies of Eoitob ft PtrnusaBB are aTsilable 
Bt the American Information Scnrice, SO, ree 

pnphot, Paris (ler). Prance. _ 

BvmCbiption RaTM: By mail payable in 
aomiice; United State* and Island Po*- 
gMl n n i $0 per year; Canada, 80.00; 
Pormtu, 88, Inchsdfag Year Book number . 

DISPLAY ADVERTISING RATES 


Ipg. 8870 8830 8800 8270 8200 
H Pf. 210 170 180 100 140 

M Pf. 110 100 90 00 80 

M Pf. 70 80 60 00 80 

M Pf. 40 88 80 88 80 


its consolidation with the Chi¬ 
cago Times, has become direc¬ 
tor of the art department on 
the Detroit (Mich.) News. He 
succeeds Stuart L. McEachran, 
who died Nov. 16. 

Bill Sherb, Detroit Free 
Press artist, has become the 
father of a baby boy, the first 
in the family. The Sherbs have 
two daughters. 

Fred L. Senters, of Flora, Ill., 
has succeeded Russell Kibler 
as City editor of the Centralia 
(Ill.) Sentinel. Mr. Kibler has 
joined his father’s insurance 
business at Rosiclare, Ill. 

Saralena Sherman, Topeka 
(Kan.) Daily Capital reporter, 
is the new editor of the Bulletin 
of the Kansas Mental Hygiene 
Society. She succeeds John 
McCormally, of the Emporia 
(Kan.) Gazette, who resigned to 
become a Nieman Fellow at 
Harvard. 

Homer E. Deck has resigned 
from the Santa Ana (Calif.) 
Register to join the Colorado 
Springs (Colo.) Gazette-Tele¬ 
graph. 

Raymond L. Hatcher, for the 
past three years city editor of 
the Alexandria (Va.) Gazette, 
has joined the editorial staff of 
the Paris (Ky.) Daily Enter¬ 
prise. 

J. L. Graham, sports editor of 
the Florence (S. C.) News since 
1937, has resigned to become 
federal probation officer for the 
area. 

James H. Banbury, former as¬ 
sistant sports editor of the Au¬ 
gusta (Ga.) Chronicle, has be¬ 
come sports editor of the Flor¬ 
ence News, succeeding Mr. 
Graham. 

Moses Lightfoot has been 
appointed colored news editor 
of the Macon (Ga.) Telegraph 
and News to fill the vacancy 
left by the recent death of 
Minnie D. Singleton. He has 
been with the papers for 13 
years. 

Mrs. Marion Rowen, who has 
worked for Marshall Field & 
Co. in Chicago, and Macy’s in 
New York, has been appointed 
editor of the Chicago Sun-Times 
Rose Mary Fashion Pages, it 
was announced this week by 
Managing Editor Milburn P. 
Akers. 

Charles A. Wagner, Sunday 
editor of the New York Mirror, 
has been named editor of the 
paper’s new Metropolitan Sec¬ 
tion. He retains his duties as 
editor of the Sunday Mirror 
Magazine, the pre-date Sunday 
edition and book reviewer. 
b 

Classified Man Tells 
‘Ho-w to Answer Ads' 

Detailed advice on “How to 
Answer Ads’’ is contained in a 
booklet by that name, just pub¬ 
lished by F. W. Johnson, classi¬ 
fied advertising manager of 
Popular Mechanics Magazine. 

He suggests, among other 
things: write intelligibly; be 
definite; give all required spe¬ 
cifications; never enclose cash in 
a letter; be sure to indicate full 
name and address; etc. 

The booklet is being distri¬ 
buted free of charge on request 
from Popular Mechanics’ Chi¬ 
cago office. 


THE FOURTH ESTATE ... By Treat 


^ I *” * A x; /Ml I M 





’Put the big pipe in Stalin's mouth; then it will be swell!" 


Old Couples Feted 

San Francisco— More than 500 
persons attended the third an¬ 
nual San Francisco News “Gold¬ 
en Wedding Party.” Eligibles 
were all persons in Northern 
California married 50 years or 
longer. _ 

Wedding Bells 

H. Bettye Stout, advertising 
manager of Sun Chemical Cor¬ 
poration, and Roy Streeter of 
American Express Co. Travel, 
Dec. 3, at Manhattan, after 
which the couple left for a two- 
week honeymoon in Europe. 

John DiCorpo, Sunday fea¬ 
ture writer for the Waterbury 
(Conn.) Republican, and Regis 
B. Farr, Nov. 28, at Waterbury. 

George B. DeLozier, real es¬ 
tate advertising manager for the 
Washington (D. C.) Post, and 
Marjorie K. Harker, assistant 
classified advertising manager 
for the Post, Nov. 26. 

Angelo DeMio, political writ¬ 
er, New Haven (Conn.) Eve¬ 
ning Register, and Miss Vivian 
Kilbourne of New Britain, 
Conn., Nov. 26, at Hartford, 
Conn. 

R. E. Light, office manager of 
the Longview (Wash.) Daily 
News, and Mrs. Willard W. 
Cloonan, a Longview teacher, 
Nov. 24, at Olympia, Wash. 


WHY? 

...do the Big-Money 
Space-buyers at the 
top agencies read 
E&P? 


SEE PAGE 58 


Marvin L. Stone, of the New 
York bureau, Internatio^ 
News Service, and Sydell M 
Magelaner, a senior at New 
York University, Nov. 20, in 
New York City. 

■ 

Jersey Press Club 
Awards Announced 

Hoboken, N. J.—Haig Anliaa 
Jersey Journal reporter, was in¬ 
stalled Dec. 3 as the new presi 
dent of the Hudson Countr 
Press Club, succeeding FrancL* 
R. Oliver, city editor of the Hvd 
son Dispatch. 

At its 22nd annual dinner, the 
club named these award win¬ 
ners: 

Spot news coverage: Martin 
Oately, Jersey Journal. 

Exclusive news story: Mr, 
Oliver. 

Feature story: Bill Boyle. 
Jersey Observer. 

Sports news story: Ludwij 
Shabazian, Hudson Dispatch. 

Sports feature: Jerry Barker, 
sports editor of the Jersey Oh- 
S6rv6r. 

Photos: A1 Sibi of the Dii" 
patch and Ed Brady of the Jour 
nal. 


'mjgA The FIRST 

’’S Sewtpaper S■ppl^ 
/ menl for WOMW 
^ is Spemtkt 

cn * (A \ NEW development 
ft \ In I-atin Am*rl(* 
Cfl’ ' journallBin. reioi- 
V'’ tnw the front 

y' ^ I Caribbean-Cenl^ 
America Area An 

•'K 8-pafe tablojf 
'' weekly, flowi^ 

, UlUBtrated “d edited by expw 

HttUemov del HOW 
y de Is MODA 

Here i* lull color ad^r^ 
avaUable in dally naoen lo^ 
first time in, Latin 
The advertiaer ia 
lormly high aual‘t7 

tlon and extra preler^^ 
tlon. Write or wire lor aet*"" 
information. . , 

SapItautM AaoeuA^ ^. 
430 Lexlngtoii Ato.. ^ 


EDITOR & PUBLISHER for December 10, 1** 


38 













Hill Becomes 
News Editor On 
Wash. Star 

Washington —I. William Hill 
becomes news editor of the 
Star and Charles M. Egan, 
sports editor, in 
a reorganization 
effective this 
week. Denman 

Thompson, 
sports editor 
for 32 years, 
will become 
sports editor 
emeritus. Mr. 

Thompson 
has been or¬ 
dered by his 
physician to fol¬ 
low a less rig- Hill 

orous routine. 

He has been on the sports 
staff of the Star since 1911. 

Edwin Tribble, assistant city 
editor, has been promoted to 
city editor to succeed Mr. Hill. 

Mr. Hill, who attended Wash¬ 
ington and Lee and George 
Washington Universities, was 
employed by the Star in 1930 
as a copy editor. He successive¬ 
ly has been make-up editor, as¬ 
sistant city editor and city edi¬ 
tor, the last for the past 12 
years. 

Mr. Egan has been employed 
by the Star since 1931 as copy 
eitor, assistant city editor and 
news editor. He has held the 
last post since 1942. Mr. Egan 
attended Notre Dame, Ohio 
State Universities and Little 
Rock College. He was sports 
editor of the Washington Daily 
News for five years before his 
employment by the Star. 

Mr. Tribble attended Mercer 
University in Macon, Georgia. 
He was employed by the Star 
in 1933 as a copy editor and has 
been assistant city editor since 
1942, except for the war period. 
He was a lieutenant colonel in 
the U. S. Army and took pari 
in the final stages of the Euro¬ 
pean invasion before the Ger¬ 
man surrender. 

■ 

4 Representatives 
Appointed by AP 

The Associated Press has an¬ 
nounced the promotion of four 
veteran fieldmen to the rank of 
Executive Representatives. They 
are: 

A1 Stine of Kansas City, cov¬ 
ering Missouri, Kansas, Texas 
and Oklahoma. 

Tom Cunningham of Boston, 
covering New England and New 
York state. 

Gerald Swisher of Columbus, 
covering Ohio, Kentucky, Ten¬ 
nessee, Indiana, Illinois and 
Michigan. 

Mark Knight of Seattle, cov¬ 
ering Washington, Oregon, Ida¬ 
ho, Montana and Wyoming. 

■ 

Budget for 'Neediest' 

Hudson, N, Y.—The Hudson 
® budget of 
|| l,0y .90 for its Christmas 
Fund to assist the 10 
newest families in its area. 

y«ar the Fimd spent $1,- 
886 for rent, medical bills, milk 
and clothing. 

editor & PUBLISHER for 


Sally White, 80, 

Has Quiet 'Day' 

Emporia, Kan.—Sally White 
was 80 years old Dec. 3, but be¬ 
cause she is recovering from a 
broken hip suffered in a fall 
last July, there was nothing 
like the parties she and her late 
husband, William Allen White, 
had on many occasions. 

Her son, W. L. White, flew 
home from New York for a 
brief visit, and a few old 
friends called. And the “girls” 
on the Gazette wished her well. 


Building Acquired 
By Waterbury Dailies 

Waterbury, Conn.—A former 
bank building at 186-170 Grand 
St., has been sold by the Colon¬ 
ial Trust Co., to the KDR 
Realty Co., real estate affiliate 
of the Waterbury American and 
Republican. 

James H. Darcey, general 
manager of the newspapers and 
president of the realty com¬ 
pany, explained that acquisition 
of the building is designed to 
permit alterations to the exist¬ 
ing plant of the newspapers and 
for use in possible expansion. 


no Years Old 

Madison, Wis.—The Wiscon¬ 
sin State Journal observed its 
noth anniversary Dec. 1. The 
daily originally was founded as 
a weekly in 1893 by W. W. Wy¬ 
man as the Madison Express. In 
September, 1852 it became the 
Wisconsin State Journal and the 
first Madison daily. 

■ 

No Takers at $80 

Dutch and French newsprint 
shipped to New York for spot 
tonnage sales is going begging 
at $80 a ton, the New York 
Times reported this week. 


NO 


IN OUR FAMILY 



It’s a large family, too -more than 
a million policyholders. Yet we 
don’t want any of them to feel like 
a “wallflower.” We believe every 
policyholder should receive equal 
service regardless of the size of 
his policy. 

That’s why we consider regular 
“service calls” on our policyholders 
a very important part of our Field 
Underwriters’ job ... so important 
that they are paid extra compensa¬ 
tion for this work. 

In periodic surveys our policy¬ 


holders tell us they like to be visited 
by our Underwriters not necessar¬ 
ily to be sold more life insurance, 
but to receive free professional ser¬ 
vice on what they already have. 
For any life insurance program 
needs to be reviewed from time to 
time to make certain that it meets 
changing conditions. 

The special fees that our Under¬ 
writers are paid for ser < ice calls en¬ 
courage them to keep in touch with 
our large family and make sure that 
there are no wallflowers. 


THE MUTUAL LIFE 

INSURANCE COMPANY oF NEW YORK 
34 NASSAU STREET f * NEW YORK 5, N. Y. 


December 10, 1949 


39 





SYNDICATES 


‘Drawings Without Words* 
For A World On Skates 


By Jane McMaster 

“I THINK the trend to pan- 
tomine is here,” says William 
de la Torre, who stutters now 
and again in conversation, but 
never with his drawing tools. 
“I think it’s because the world 
is on skates. People are in a 
hurry. They want a quick 
chuckle without having to read 
a lot.” 

Capitalizing on a world on 
skates with Mr. de la Torre is 
Mirror Enterprises Syndicate, 
Los Angeles, which took over 
his strip after the New York 
Star Syndicate has discontin¬ 
ued. The new Los Angeles fea¬ 
ture dispensary has in a short 
time increased client news¬ 
papers of “Little Pedro” from 
seven to about 36, including a 
number of foreign papers. 

‘In the Black' Now 

The cartoonist, in New York 
recently in connection with the 
National Cartoonist Society’s 
U. S. Savings Bonds effort, is 
pleased about the strip’s grow¬ 
ing popularity. As to questions 
on his own financial success, he 
only says the strip is “now in 
the black.” But then Mr. de la 
Torre is not as dedicated to 
money as some. 

Take his serious paintings. 
He wanted to be a moralist, 
and produces—in washes more 
than oils—bright Mexican In¬ 
dian impressionistic paintings. 
But he cheerfully told would- 
be buyers after Los Angeles ex¬ 
hibits, “’The paintings are not 
for sale.” 

His immediate goals are more 
recognition for his paintings 
and a Sunday page for his daily 
comic strip. “I hope I can 
draw Sundays,” he says. “I 
want to use bright colors. Little 
Pedro’s serape would be pretty 
in color.” 

Art Scholar 

Born in Juarez, Mexico, 35 
years ago, de la Torre moved 
with his family to Los Angeles 
when he was seven. His chief 
accomplishment in high school, 
he says, was winning an art 
scholarship to Otis Art Institute. 
But he was able to go to art 
school only a short time—the 
family couldn’t afford it, there 
was a depression on. 

He hired out to Walt Disney 
Studios in 1936 and seven years 
later, started submitting car¬ 
toons to national magazines. He 
had some luck. The third car¬ 
toon idea he sent to the hard- 
to-crack New Yorker magazine 
was accepted. He submitted 
other ideas and rough sketches, 
some of which appeared in the 
magazine under the by-line of 
Alain. Later he drew the final 
product. 

It was a big day when a car¬ 
toon showing a little Mexican 
brought $300 from the New 
Yorker. “I had a big fiesta.” 
says Mr. de la Torre. 

He free-lanced and did part- 


time work on the West Coast 
for several years after leaving 
Disney in 1944. And in 1948, 
when things were slow in Los 
Angeles he came to New York, 
got a job with a television ad¬ 
vertising company and tried to 
peddle a comic strip he had 
created. ’The late New York 
Star bought “the drawings with¬ 
out words.” 

Mexican Background 

When “Little Pedro” appeared 
for the first time, Mr. de la 
Torre was very excited about 
it. “I called up all my friends 
and told them to look at it,” he 
says. 

The strip, which he’s still en¬ 
thusiastic about, is the out¬ 
growth of two things—Mr. de la 
Torre's Mexican background 
(he has a number of Mexican 
relatives who help him with 
material) and a deep admira¬ 
tion for Charlie Chaplin’s sense 
of the ridiculous. 

Many visits to Chaplin movies 
helped fix in the cartoonist’s 
mind the thing he wanted: 
‘"That sad but happy thing 
Pathos, perhaps.” 

Little Pedro is, further, an 
amiable fellow with a good 
philosophy, according to his 
amiable creator. “He doesn’t 
work awfully hard. He’s pretty 
romantic. He's got great curi¬ 
osity. 

“I hope he creates more 
friendship between the U. S. 
and Latin American countries,” 
says the cartoonist, who will 
shortly be a U. S. citizen. “I 
try for that. That is why I try 
to make him as charming as I 
can.” 

Friends say Little Pedro is a 
near facsimile of the cartoonist. 
And they could be right. Mr. 
de la Torre says he works hard 
in spells. (He spends four hours 
drawing each strip plus the time 
it takes to get the idea.) But 
then he likes “to walk for miles 
and see old junk stores.” 

In his painting, he has found 
unusual artistic effects result 
from applying Iodine, Meruro- 
chrome, shoe polish and the 
like, and he doesn’t hesitate to 
experiment along these lines. 
He hopes some day to have a 
larger house than the small one 
in Los Angeles where he lives 
with his wife and children. He 
needs more room for splashing 
his paints about. 

News and Notes 

AP Newsfeatures is servicing 
a special page on the Holy 'Year 
which opens in Rome Christmas 
Eve. Four stories, for relea.se 
immediately, are by-lined by 
Frank Brutto and date-lined 
Vatican City. 

The Chicago Tribune is fea¬ 
turing “The Christmas Story” 
in four colors, by NEA Service 
Artist Kreigh Collins in its Sat¬ 
urday picture pages this month. 


William de la 
Torre puts his 
"Little Pedro" 
on the front page 
of the Los 
Angeles Mirror 
—just for a gag. 


- 1 :' 



A series of 10 articles, titled p 
“So You Want to Skate,” writ- _ 
ten by World’s Champion Ice 1 
Skater Irving Jaffe, is being re¬ 
leased Dec. 19 by Select Fea- 
TUREs Syndicate, New York. 

Select Features is releasing jj 
52 first-run stories by well- 
known detective fiction authors „ 
Jan. 1. [T 

Card Experts William E. Me- | 
Kenney, NEA Service, and 
Charles H. Goren, Chicago 
"Tribune-New York News Syn- q 
DiCATE, are members of a newly- 
created National Canasta Laws j. 
Commission. 

AP Newsfeatures received , 
a special award from the Amer- ® 
ican Society of Travel Agents 
for its vacation supplement re- 
leased in the spring. A 1950 rj 
vacation supplement is planned. 

Phillip Brady, promotion di- 
rector for United Feature Syn- V* 
DICATE and illustrator of “The 
Family Scrapbook,” will pro- P' 
vide technical information for 
a course at New York Uni- p 
versity on how to create comics 
that stress education and infor¬ 
mation. ^ 

Hearst Dividend cs 

Los Angeles —Hearst Consoli- d 
dated Publications declared the Ji 
regular class A quarterly divi- tii 
dend, Dec. 1 of 1.75%, equal to 12 
43^ cents per share. _^ 

Yhe Neighbors ty G«*rf« cimrt 


Publicists Use 'Feature' 
To Reach Ne'vrspapers 

A liaison between editors and 
publishers is the principle be¬ 
hind Feature, a slick-paper pub¬ 
lication issu^ by Central Fea¬ 
ture News and distributed bi¬ 
monthly to 7,011 writers and ed¬ 
itors, and containing a selection 
of stories that are free of charge 
on request. 

Robert Altshuler, editor of 
CFN, explained that space in 
Feature is paid for by the pub^ 
licists and companies who have 
the story. He added that the 
features are accepted by him 
only if companies agree that 
there will be no conditions on 
the editors who use it, and if 
the article is informative and 
not in any way an advertise¬ 
ment. Clients include many ma¬ 
jor industries, associations and 
publicity firms. 

■ 

Polio Drive Cartoon 

Jerry Costello, editorial car¬ 
toonist for the Albany (N. Y.) 
Knickerbocker News, a Gannett 
newspaper, has contributed a 
cartoon for the 1950 March of 
Dimes campaign which opens 
Jan. 16. ’The National Founda¬ 
tion for Infantile Paralysis, Inc., 
120 Broadway, New York City, 
is making it available_ 




j “Alom ho« can you m.v that leading; man la romantic? 
I He's almost as old as Father!" 


No introduction needed! 

No wonder THE NEIGH¬ 
BORS rates tops in most 
popularity polls... for here's 
a daily cartoon that repro¬ 
duces the most familiar char¬ 
acters and scenes from 
everyday life, the situations 
readers like best! 

And it’s a cartoon folks 
turn to frequently before 
anything else in the paper. 

Chances are it’s already 
running in your city, but if 
not, now’s the time to bring 
it to your readers in their 
own home-town paper. 

Inquire today. 


Chicago Tribune - New York News 

M SLOTT. Manogfr NEWS BUIIOINC. Ntw Yerh 17 TRIBUNE TOWER CI1.1090 


EDITOR <S PUBLISHER for December 10, 19<9 


40 




CIRCULATION 


Circulators Are Urged 
To Seek Net Paid 


By George A. Brandenburg 


Newspapers are approaching 
another era in circulation which 
could be termed a “promoter s 
hey day,” warns Charles A. Mc¬ 
Donald, Muskogee (Okla.) 
Phoenix and Times-Democrat. 

Now the newsprint shortage 
has eased, and the reader is 
again sought after, publishers 
are being approached by circu¬ 
lation promotion experts, offer¬ 
ing ways and means of getting 
new subscribers, he points out. 

Calls it ‘Balloon Ascension' 
"Old circulators, who inci¬ 
dentally have the future pros¬ 
perity of their publications at 
heart and take pride in sound 
solid paid circulation, are being 
pushed aside by these experts 
who never had a day of prac¬ 
tical experience,” asserted Mr. 
McDonald. 

"There is a term for this type 
of circulation promotion, it is 
called ‘balloon ascension,’ ” he 
added. “It has never meant a 
dime in profit to the publisher 
and certainly is worthless to the 
advertisers. 

"Carriers lured and dazzled 
by glowing offers rush out pell 
mell and put on every dead beat 
on their routes. People whom 
they have been forced to cut 
off, because they were several 
weeks behind in their payments, 
sign up one week orders, or the 
carriers give bogus increases in 
order to reach a given quota.” 

Warns of Headaches 
Any sane publisher or circu¬ 
lator knows that a good carrier 
organization can be hopelessly 
ruined in this manner, said Mr. 
McDonald. Publishers who 
listen to promises of increased 
circulations by these so-called 
experts will find a "big pack¬ 
age of headaches” that they 
will expect their circulation 
managers to cure after the “cir¬ 
culation doctor’’ has moved on 
to other fields, he contended. 

“Carriers, properly trained, 
can and do show substantial in¬ 
creases in circulation,” stated 
Mr. McDonald, “not by quiz 
program contest methods and 
outlandishly expensive circula¬ 
tion schemes, but by being 
shown the value of a newspaper 
route as a profitable business 
venture where service and effi¬ 
ciency are their own reward.” 

He suggested that publishers 
will do well to realize the differ¬ 
ence between gross revenue and 
net profit. He described such a 
situation as “the difference be¬ 
tween a bloated office figure 
paid circulation on an 
ABC report.” 

Closer Editorial Relations 
Small and large dailies will 
benefit by circulation depart¬ 
ments having a good relation¬ 
ship with their editorial de- 
Tom West, Dixon 
'til.) Evening Telegraph, re- 
___ 


recently told Central States cir¬ 
culators. 

Advocating a close tie be¬ 
tween the two departments. 
West highlighted several speci¬ 
fic ways in which the two 
groups work closely together at 
the Evening Telegraph. He 
stated in part: 

“A plan which we have been 
using in our newspaper is to 
have some member of the cir¬ 
culation department trained to 
use our camera. Many times 
your men will run across fea¬ 
tures, or cover some community 
activity which is constantly 
around the territory. 

“Another idea is that the cir¬ 
culation managers have com¬ 
plete charge of the country cor¬ 
respondents. We have found 
that to visit these people and 
talk to them, suggesting im¬ 
provements in the handling of 
their copy pays off. We have 
found these visits more effec¬ 
tive than to have someone in 
the editorial room to send them 
a letter, trying to explain they 
want this or that. "These cor¬ 
respondents like to feel they 
are a part of the organization 
and appreciate someone from 
the office calling on them.” 

Carriers Tell Advantages 

Columbus, O. — Columbus 
newspaper carrier boys agree 
that advantages of their jobs 
far outweigh the headaches. 

Representatives of the city’s 
three dailies made this plain 
in a recent radio-television for¬ 
um here. 

The big problems facing car¬ 
riers are collecting and finding 
a dry place to put the news¬ 
papers, they said. "The advan¬ 
tages are the opportunities to 
earn their own spending money, 
to take part in recreation pro¬ 
grams sponsored by the news¬ 
papers, and to win various 
awards given for obtaining new 
subscribers. 

Bill Gardner of the Ohio State 
Journal said that onjy about 
60'';> of his customers pay for 
their paper the first time he 
calls to collect. Most of the cus¬ 
tomers. however, pay their bills, 
but often it takes four or five 
calls to collect. 

John Wright of the Citizen 
pointed out that most of the 
modern houses don’t have 
porches. This, he said, creates 
a problem when it is raining or 
snowing and the storm and 
screen doors are locked. 

Paul Hill of the Dispatch ex¬ 
plained the advantages of his 
job this way: “It gives me my 
own business and I make more 
than 25% on my gross sales. 
I also get a chance to partici¬ 
pate in recreation programs, 
and to win a college scholar¬ 
ship.” 

On the forum with the car¬ 
riers were the circulation man¬ 
agers of the three newspapers 


—E. V. Burwell of the Dispatch; 
George Hicks of the Citizen, 
and John Galloway of the Ohio 
State Journal. 

Carrier Sales Guide 

A SALES GUIDE for carrier- 
salesmen has been prepared by 
the Denver (Colo.) Post. 
Printed in mimeograph form, 
the sales manual presents a 
comprehensive account of the 
paper’s top management, to¬ 
gether with suggestions on how 
to sell the prospect. 

Thumbnail sketches of all 
syndicated and local features in 
the Post are a part of the sales 
guide, prepared under the di¬ 
rection of Dar Sims, Post circu¬ 
lation manager. 

Tell Newspaperboy Story 

A NEW method of acquainting 
the public with the story of the 
newspaperboy was recently in¬ 
troduced by the Lawrence 
(Mass.) Eagle Tribune. The Ex¬ 
change Club conducted a Law¬ 
rence Products Show in the 
local armory. The Eagle Trib¬ 
une purchased booth space at 
the show to promote the news¬ 
paperboy. 

“We ran an advertisement in¬ 
viting the public to visit the 
booth,” explained Paul C. Ab¬ 
bott, circulation director. “The 
booth was staffed by 24 Eagle 
Tribune newspaperboys, work¬ 
ing in shifts ttroughout the 
three days of the show. "They 
gave out pamphlets, combs and 
answered questions about their 
route work to all visitors.” 

Herald-Argus Hooks 'Em 

“Huck Finn hooked ’em with 
a (picture of a safety pin) . . . 
Why don’t you hook this intro¬ 
ductory offer?” suggests the La- 
Porte (Ind.) Herald-Argus in a 
current mailing piece, offering 
the paper four months for $2. 

Subscriber's Wail 

The Portland (Ore.) Journal 
sends out form letters to all 
mail subscribers whose sub¬ 
scriptions have expired with a 
return mailing envelope to find 
out reasons for failure to re¬ 
new. A Hood River, Ore., sub¬ 
scriber returned the letter with 
caricatures drawn on the back 
showing a sad hen. a downcast 
pig, a weeping cow and a man 
with paint bucket and brush. 
Beneath he had written: 

“The hens quit laying and 
the cows went dry. 

Pig prices dropped and the 
taxes were high. 

So I had to get out and paint 
a house or two 

To get that money that I 
send to you.’’ 

Oldest Subscriber 

The oldest continuous sub¬ 
scriber of the Hartford (Conn.) 
Times (Gannett) still able to 
read his paper without the aid 
of glasses was the subject of a 
front page story in that news¬ 
paper recently. The article, ac¬ 
companied by a photo, noted 
that the reader, George Nathan 
Delao of Old Saybrook. Conn., 
at 97 was hale and hearty. He 
began his subscription to the 
newspaper in 1872. 

5c in Toronto 

On Dec. 5 the Toronto (Can.) 


Holeproof Ad 
Sells Socks 

Chicago —A Holeproof hosiery 
ad on “satisfaction guaranteed” 
men’s nylon socks, which ran 
over 50 times during a 12-month 
period in the Chicago Tribune, 
sold approximately 10,000 dozen 
pairs of socks for Maurice L. 
Rothschild, clothier. 

A testimonial letter from Da¬ 
vid Mayer, Jr., president of 
Rothschild's, is soon to appear 
in the ’Tribune as a part of a 
series of success stories for 
newspaper advertising. Hole- 
proof Hosiery Company plans 
to feature the Mayer letter in 
an ad to appear in the New 
York Times and in newspapers 
in 30 cities, as well as trade 
papers and magazines. 

Telegram increased its street 
sale price from 3c to 5c, leaving 
only the Toronto Daily Star to 
sell at 3c. (There are four other 
Canadian dailies still selling at 
3c.) Montreal Le Matin at the 
same time announced its street 
sale price up to 5c from 3c, the 
last Montreal daily to do so. 

According to the Canadian 
Daily Newspapers Association 
there are now 58 Canadian 
dailies selling at 5c, 18 selling 
at 4c and five at 3c. 

Personnel Notes 

A. F. Peterson, circulation 
manager of the Portland (Ore.) 
Journal, has been named to the 
Governor of Oregon’s State 
Committee on Children and 
Youth, on the employment sec¬ 
tion. 

* * • 

Don York, has resigned as 
Seaside-Astoria manager for the 
Portland (Ore.) Journal and 
has been replaced by Clarence 
Read, formerly branch manager 
for the circulation department 
in Eugene, Ore. 

* * * 

E. B. Brackenbury, for 14 

years manager of the Ottawa 
Newspapers’ Subscription Bu¬ 
reau. has been appointed circu¬ 
lation manager of the Ottawa 
Journal. Distribution of the 

Journal is now conducted by its 
own department under Mr. 
Brackenbury, whose experience 
in this branch of newspaper 
work extends over 30 years. He 
is past president of the Canadi¬ 
an Circulation Managers’ Asso¬ 
ciation. 

Telegram Twins 

Four sets of twins are car¬ 
riers for the Eau Claire (Wis.) 
Telegram and Leader. 

■ 

Hartiord Courant 
Aids Farm Exchange 

Hartford, Conn. — Station 
WTIC and the Hartford Courant 
have announced the start of a 
campaign to raise $1,000 so that 
Connecticut may take part next 
year in the International Farm 
Youth Exchange. The money 
will be used to pay the steam¬ 
ship fare of a Connecticu. farm 
boy or girl who will visit Eur¬ 
ope for three months, and to 
pay the traveling expenses in 
this country of a European farm 
youth sent to America. 



You wouldn*t use a spade*** 


NO MAN in his right mind would dig a big hole 
with a spade. It’s neither economical nor prac¬ 
tical. The same thing is true in typesetting. The 
typographic needs of today make a whale of a 
big hole in any printing plant... and a big hole 
in your pocketbook if you don’t have efficient 
typesetting equipment. 

One moment an operator may be setting heads, 
a little later a delicate fashion ad, next an intri¬ 
cate grocery ad with plenty of display, and then 
followed, perhaps, by galleys of classified. That 
means a lot of magazine swinging or costly hand 
setting... unless he is using a modern Intertype"* 
Mixer line composing machine. Model F or G. 


To mix as many as six different faces in the same 
line he just flips the Mixer shift. To shift maga¬ 
zines without even the effort of turning a crank, 
he sets the convenient No-turn Autoshift lever. 
To quad and center, he touches the Autospacer 
knob... and the Intertype does it automatically. 

Model F has 90-channel main magazines only. 

Model G combines 12 and 90. Both models come 
with or without side units. 

These typesetting improvements help make In¬ 
tertype Models F and G Mixers the most uersatile 
tools with which to dig your way out of today’s 
heavy and complex composing room demands. 


Write nearest Intertype office for Mixer details 


INTERTYPE 



BROOKLYN 7, N. Y. SAN FRANCISCO 11, CAL. 
CHICAGO S, ILL. LOS ANGELES IS, CAL. 
BOSTON 10, MASS. NEW ORLEANS 10, LA. 


1 ' 






Eqnipment Review Section 


2'Level Copy Desk 
Raises Slot Man 


By Campbell Watson 


Just a few jumps about Cali¬ 
fornia will take you alongside 
newly-designed copy desks. 

San Francisco has just about 
the biggest copy desk on the 
Coast at the San Francisco 
I Chronicle. Just a few miles up 
the Bay the Antioch Ledger has 
installed two-place desks to 
meet the demands of a small- 
city staff. The Redding Record- 
Searchlight has a J-shaped ar¬ 
rangement and the Ventura 
Star-Free Press has installed an 
octagonal “two-level” desk. The 
slot man sits in a raised portion. 
This brings the staff members 
closer toeether without loss of 
space, and reduces the reach. 

Paul C. Bodenhamer, Record- 
Searchlight editor, adopted the 
two-level style desk when that 
John P. Scripps newspaper 
moved into new quarters. The 
time and space saving factors of 
the Redding product impressed 
Roy Pinkerton, Ventura Star- 
Free Press editor and editorial 
director of the John P. Scripps 
Newspapers. 

Mr. Pinkerton wanted an 
eigh’-place central news desk to 
meet the individual problem of 
a newspaper whose local beat 
covers the entire countv with 
six incorporated cities. The vol¬ 
ume of local, undatelined news: 
countv and telegranh news re- 
ouired a single, unified flow. Mr. 
Pinkerton decided the key to re¬ 
vision of the newspaper’s edi¬ 
torial operation was adoption of 
the copy-desk svstem. 

Consulting with John Burgan, 
managing editor, a desk octag¬ 
onal in shape and 15 feet at its 
greatest length was outlined. 
The slot-man was given a nine- 
inch elevated snot in the center. 
Each staff member was provided 
with ample desk space, plus 
drawer space and a fixed posi¬ 
tion for his typewriter. 

In the course of the planning. 

Mr. Pinkerton consulted with 
Mr. Bodenhamer. Then he 
turned to an architect, Harold 
Burket. Final drawings were 
made, the desk was built in a 
Ventura cabinet shop and then 
installed in the office in sections 
over a weekend. Telephone re¬ 
wiring, including installations of 
phones within reach of each man 
on the octagon, was done at the 
same time. 


/^e 15-foot length replaced 
eight standard office desks. Tht 
desk is finished in birch and 
stainless steel and topped with 
a composition surface. The top 
level of the desk overhangs tht 
lower level by six inches to re¬ 
duce reach further. 

As M added touch, the Star- 
f Press soundproofed the edi- 
room, provided the latest 
W of fluorescent lighting and 
added a Recordak viewer. 



Slot man works on the second tier in this two-level copy desk designed for 
the Ventura (Calif.) Star-Free Press. 


Janssen Is Named 
To Foreman Position 

Norman B. Tomlinson, pub¬ 
lisher of the Morristown (N. J.) 
Daily Record, this week ap¬ 
pointed John H. Janssen to the 
post of composing room night 
foreman. The appointment came 
on recommendation of Mechani¬ 
cal Superintendent Wilmot Wul- 
fers. 

The Daily Record's new 
“straw boss” has had a complete 
and varied composing room 
background of 25 years. 

His avocations of photography 
and free lance writing (several 
of his articles have appeared in 
Editor & Publisher) have 
helped him to become a licensed 
pilot. He has also been the Daily 
Record's aviation editor. 

Fairchilds in South 

A Fairchild photo-mechanical 
engraving machine has been in¬ 
stalled in the Rock Hill (S. C.) 
Evening Herald plant, and four 
more installations are scheduled 
soon at the Florence (S. C.) 
Morning News, Orangeburg 
(S. C.) Times-Democrat, States¬ 
ville (N. C.) Record and Bur¬ 
lington (N. C.) Times-News. 


96-Page Operation 
'Way Back in '47 

Running off a 96-page paper in 
a single operation is old stuff to 
the Detroit (Mich.) News press 
crew, according to Leslie J. 
Griner, production manager. It 
was first done on a regular edi¬ 
tion Sept. 7, 1947 and the per¬ 
formance has been repeated 
many times since, according to 
Mr. Griner, who would like to 
know- if anyone did the trick 
earlier. 

Ex-Adman Directs 
School Expansion 

Appointment of Will C. Grant, 
a former Dallas advertising man. 
to the newly created office of 
executive vicepresident has 
been announced by the South¬ 
west School of Printing, Dallas, 
Tex. 

The school is a joint project of 
newspaper publishers of the re¬ 
gion with commercial printers. 
Mr. Grant will direct an ex¬ 
pansion program planned by the 
school. Ray Abel will continue 
as director, supervising the in¬ 
struction. 



daily AOYfBTiSH 

I 


lufarior view of Lafayette Advertiser building, featuring Solex glass which 
reduces glare and retards heat waves. 


^ editor & PUBLISHER for December 10, 1949 


Louisiana Daily 
In New Building 

As its share of an expansion 
program now under way for the 
Morgan Murphy newspapers, 
the Lafayette (La.) Daily Ad¬ 
vertiser has completed a new 
home. 

Associated with the Adver¬ 
tiser, and in several cases also 
undergoing construction pro¬ 
grams, are the Superior (Wis.) 
Evening Telegram; Manitowoc 
(Wis.) Herald-Times; Virgina 
(Minn.) Mesabi Daily News; 
Chippewa Falls (Wis.) Herald 
Telegram; Two Rivers (Wis.) 
Reporter; Virginia ( Minn.) 
Range Facts; Los Angeles 
(Caiif.) Eagle Rock News-Her¬ 
ald and Highland Park News- 
Herald. 

Enjoys Phenomenal Growth 

At Lafavette, the Advertiser’s 
new building, new press, new 
equipment and new personnel 
complement the growth of the 
daily. 

Sixteen months ago its Potter 
press was rumbling out a 12 to 
16-page issue six days a week, 
with a news staff consisting of 
a managing editor who doubled 
in brass on everything but so¬ 
ciety, which brought the total 
personnel to two. Advertising 
was a one-man domain; so was 
circulation. Three typesetting 
machines were kept turning, and 
hand-set display type took care 
of needs over 36-point. 

New Modern Building 

The Advertiser is now housed 
in an ultra-modern building ad¬ 
jacent to the old site, on the 
principal business street. Solex 
glass reduces glare and retards 
heat—vital factors in Louisiana. 
Above the glass, white limestone 
backgrounds the reflected-illu- 
mination sign. Black terraza 
completes the front, and forms 
the outer rim for a flower bed 
in which camellias and azaleas 
will be planted. 

Use of plate glass throughout 
the entire building gives side- 
walk-to-back shop vision, afford¬ 
ing a clear view of the entire 
operation from the street. 

A compact layout of depart¬ 
ments gives an air of spacious¬ 
ness by use of glass from 40- 
inch height, with uniform Phil¬ 
ippine mahogany panelling 
throughout and harmonizing in¬ 
laid tile. Air conditioning af¬ 
fords working comfort. 

A 32-page Hoe press has been 
installed and is now in daily 
use. A standard conveyor-belt 
system for distribution to the 
circulation room has been set 
up. New Ludlow and Elrod ma¬ 
chines give type flexibility, and 
seven Linotype machines are in 
operation. Three are equipped 
for Teletypesetters. Air condi¬ 
tioning effects a considerable 
space saving by making possible 
use of a compact room for key¬ 
punch operators. 


43 ^ 













EQUIPMENT REVIEW 


Printing Quaiity Committee's Work 
improves Appearance of N. Y. News 


Although high-speed opera¬ 
tion and volume production are 
initially essential to its success, 
the New York News has never 
lost sight of the importance of 
quality in the printing of its 
millions of copies daily and Sun¬ 
day. This interest in the ap¬ 
pearance of the paper has crys- 
talized in the form of a Printing 
Quality Committee which 
rounds out the first year of 
operation this month. 

Comprised of representatives 
of the mechanical departments 
and of the advertising, publi¬ 
cation, editorial and administra¬ 
tive staffs, the committee meets 
each week to discuss problems 
concerning the printing of the 
paper and to study ways of im¬ 
proving the reproduction of ad¬ 
vertising and editorial matter. 
The effectiveness of the com¬ 
mittee’s work already is re¬ 
flected in a better printed 
paper which is attested to by 
letters from advertisers compli¬ 
menting the News on its high 
mechanical standards. 

Under MS Direction 

The committee, which was 
suggested by Assistant Business 
Manager George E. Donnelly 
and formed under the direction 
of Mechanical Superintendent 
S. D. Willey, reviews papers 
printed during the week pre¬ 
ceding its regular Thursday 
meetings. After analyzing any 
defects found in the papers, 
it endeavors to correct them 
in subsequent issues. It also 
makes comparisons of identical 
ads or editorial picture copy 
which appear in other publica¬ 
tions and determines why the 
News reproduction is inferior 
when it does not equal or sur¬ 
pass the others. 

The printing quality meetings 
are not designed as an outlet 
for fault-finding or blame-plac¬ 
ing. Members function only as 
experts in their particular line 
of newspaper production, not in 
the capacity of their position 
titles. In accepting the respon¬ 
sibility of improving the print¬ 
ing quality of the largest paper 
in the country, they are doing 
a job which President and Gen¬ 
eral Manager F. M. Flynn has 
described as “most important” 
to the continued growth of the 
News. 

The first major accomplish¬ 
ment of the committee was the 
elution of a problem concern¬ 
ing the reproduction of ads 
placed by a large local adver¬ 
tiser. When a check of all the 
News mechanical processes us^ 
in reproducing the ads failed 
to show a reason for their bad 
printing, the committee de¬ 
termined that the photographic 
copy and other art work pro¬ 
vided by the store lacked the 
sharp contrast necessary for 
good reproduction. 

Store Benefits 

After printing one of the 
store’s ads as it was received 
from the agency. Photoengrav¬ 


ing Ben Day Foreman John 
Chamberlain had the copy re¬ 
touched by an outside artist to 
strengthen details of its illustra¬ 
tions. News engravings were 
made and printed. There was 
such an improvement in the 
reproduction that the store now 
uses the services of the artist 
regularly and gets gratifying 
results from all of its copy. 

Another example of the com¬ 
mittee’s work is the way it 
traced the cause of some smears 
on advertisements to glue from 
tape used to hold ad cuts in 
place while page forms are 
molded. The glue, it was 
learned after further investiga¬ 
tion, was dissolved by a clean¬ 
ing fluid when too much of the 
solvent was used to remove 
proof ink from the forms prior 
to molding. 

Heavy pressure of the ma¬ 
chine used to roll the mats 
forced the dissolved glue out 
from under the cuts and spat¬ 
tered it on the mats. When 
stereotype plates later were cast 
from the mats, the glue caused 
spots on the plates which picked 
up ink and caused smears when 
the paper was being printed. 

Solution to Problem 

The solution of the problem 
was relatively simple. A new 
container was obtained for the 
cleaning fluid with a dispenser 
top which regulates its flow and 
prevents an excessive amount 
from being used in cleaning 
the page forms. A new type 
of tape also was developed with 
a glue which resists the dissolv¬ 
ing agent of the cleaning fluid. 

All of the problems faced by 
the committee are not as easy 
to solve as those mentioned 
above. Many of them stem 
from the varying quality of 
newsprint from the nuiny mills 
supplying the News. Although 
the mills are making every ef¬ 
fort to improve the quality of 
their product, it is a long-term 
project, and improvement in the 
printing surface of the paper is 
not something that can be ac¬ 
complished overnight. 

The committee has not re- 

You ar* loalnf moner. 
dv after dv, U time U 
loat In the lock-ap. Are 
WV I chaeee wnrpedt ^ 

1 /M acrewi and eaew alot* 
wornt Are the diaaei 
the rlAbt alaef 

m X ll Hare you reduced your 

filler pieoaef M the 
anawer to any 
W'CfM of theae quee- 

Uona la "Tea"— 



■MERIinil SfEEL 

IHHSE CO 11 II (OUT IICMTH tiiaul 
lone ISltDD Cllir I >0» 


Colonial Shop 
Al Williamsburg 

A colonial Printing Office au¬ 
thentically equipped to turn out 
press work by the muscle-power 
methods of two centuries am 
will be re-established in Wil¬ 
liamsburg. Va. next spring- 
ready in case Gen. George Wash¬ 
ington might need some orders 
printed. 

The little shop, a workiw 
demonstration of pre-Revolu- 
tionary graphic arts, will be 
complete in every detail of 
equipment and operation, even 
down to some 18th century t)^ 

The re-establishment of the 
colonial press in Williamsburg 
is especially significant since the 
Virginia Colony suffered in the 
early days under a complete ban 
on printing imposed by an intol¬ 
erant royal governor. It was not 
until 1730 that a Printing Office 
was established at Williamsbui^ 
the colony’s capital, when Wil¬ 
liam Parks, one of the most out¬ 
standing pioneer printers and 
publishers, began operation there 
of the first printing press south 
of the Potomac. In 1736 he began 
publication of the Virginia Ga¬ 
zette which in later years waste 
chronicle the news of the Battle 
of Lexington with the famous 
words “The sword is drawn and 
God knows when it will be 
sheathed.” 

The re-opened Printing Office, 
while not tending toward fiery 
histrionics in newspaper publi¬ 
cation, will fill in another detail 
of the every-day life in ISth 
century Williamsburg. 


If’s easy to fake this one.,, 


It may be fun to be fooled b» 
a magician, but not by Papen 
for Teletype equipment 'Thes 
must be foolproof, depend¬ 
able, serv iceable. And it is for 
these reasons that the leaden 
invariably choose*Link Papen 
for all types of communica- 
tfons equipment. 

Link Papers for Teletype 
equipment are the result of 25 
years of specialized experience 
in the field. Uniformly hitji a 
(juality, economical in cost 
and available in all colors for 
every type of machine. Backed 
by Link’s prompt deliver; 
service. 


LINK PAPER COMPANY / L 

Broadway, New York 7, N. Y. I /- 

/ an * f ■ ? 

' and Tapes ter Teletype /***»^,- ^ * <a ian. f 

end other Communications Equipment 

EDITOR & PUBLISHER for December 10, 19^ 


New Face 

New front, as illustrated, has been 
added to the plant of the Mattoon 
(III.) Journal-Gazette. Beige hard¬ 
surfaced face brick was used. 

signed itself, however, to the 
effects of poor paper on the 
printing quality of the News. 

The committee has discovered 
that poor printing often is the 
fault of materials sent to the 
News by advertisers for repro¬ 
duction, such as electrotypes, 
mats, engravings and plastic 
plates. Whenever this is ascer¬ 
tained, Mr. Willey writes to the 
company and explains the ap¬ 
parent cause of the problem 
and offers suggestions for im¬ 
provement. 

Operators in View 

A remodeling and streamlin¬ 
ing program is nearing comple¬ 
tion at the Connellsville (Pa.) 
Courier. 

In the composing room, the 
typesetting machines were 
swung around so that the op¬ 
erators are in full view instead 
of being hidden behind their 
machines. A new No. 29 Lino¬ 
type was installed and five ma¬ 
chines are now in operation. 
New makeup tables have also 
been ordered. 





PAPER COMPANY 


220 Broadway, New York 7, N. Y. 
Paper and Tapes for Teletype 








WHAT IS NEW IN 
SCOTT PRESSES 


In our opinion the greatest development in newspaper presses 
during the last ten years is the "New Scott Web Control/' 

This control by pulling each web from the printing unit through 
the folders by driven rollers, while slightly more expensive in orig¬ 
inal cost of construction, results in a press which runs practically 
without the headaches of broken webs. 

Many will say that driven pulling rolls are not new. The catch 
is we hove succeeded in designing the leads so that the "Pull" is 
always ample, but never greater than the allowable tensile 
strength of the pulled sheet. 

All the Scott Presses delivered within recent months embody 
this control. Inspect their records and see them run. 


WALTER SCOTT & CO., INC. 

Plainfield N. J. 


editor & PUBLISHER for December 10, 1949 







EQUIPMENT REVIEW 

Printing Week 
Ctinics Pianned 

Creators, producers and users 
of printing are joining hands to 
promote New York City’s first 
industry-wide celebration of 
Printing Week. Jan 16 to 21. 
Thirty-four consumer, graphic 
arts and advertising associations, 
some of which in former years 
individually honored Benjamin 
Franklin, are for the first time 
collaborating in the development 
of a chain of important, mutual¬ 
ly beneficial educational activi¬ 
ties. 

Mayor William O’Dwyer 
heads a general committee. Mar¬ 
vin Pierce and William Mapel 
represent magazine and newspa¬ 
per publisher groups on the gen¬ 
eral committee. 

The task committee an¬ 
nounced a calendar of 24 events. 
A dozen other sessions are in the 
blue-orint stage. Subject mat¬ 
ter of Clinic meetings will be al¬ 
most entirely “what’s new?” in¬ 
formation. with emphasis on 
visual presentations. Some of 
the sessions will follow “how to” 
lines, and these, too, will be 
visual in character. 

All of the sessions will be of 
general interest to the artist, the 
typographer, the buyer, the sell¬ 
er, the producer of printing in 
its manv and varied forms. 

The Vanderbilt Suite of Hotel 
Biltmore is Clinic headquarters. 
Simultaneous programs will be 
conducted Monday, Tuesday and 
Wednesday afternoons, Jan. 16, 
17 and 18. and again on Tuesday 
and Wednesday evenings. Each 
of the programs is open to the 
public. 

Always leaders in celebrating 
Franklin’s birthday, printing ed¬ 
ucators are again active with a 
week-long program. Cooperating 
with the general Printing Week 
committee, a daily schedule of 
events has been calendared: 
Monday, at the New York 
School of Printing, Reception 
for the Guidance Counsellors of 
the Board of Education; Tues¬ 
day, at Ben Franklin’s statue 
and City Hall Park, Anniver¬ 
sary ceremonies. celebrating 
Franklin’s 2 4 4th birthday; 
Wednesday, at the New York 
School of Printing, Playlet by 
the Junior Chapters, Interna¬ 
tional Benjamin Franklin So¬ 
ciety; ’Thursday, Apprenticeship 
Wayzgoose, at the New York 
School of Printing; Friday, Spe¬ 
cial Assembly Program, Benja¬ 
min Franklin, Printer, New 
York School of Printing: Satur¬ 
day, Annuai luncheon. Interna¬ 
tional Benjamin Franklin So¬ 
ciety, Hotel Commodore. 

Broadway Fame 

’The color press unit in the 
Brooklyn plant of the New York 
News now shares some of the 
Broadway fame of “South Pa¬ 
cific.” It turned out 400 yards 
of cloth, printed with News 
comics, for use in making cos¬ 
tumes for a scene in the hit 
show. 



The finished job, with adjustment bolt in position, is a clutch arm clamp 
devised in the Detroit Free Press machine shop. 

New Driving Shaft Piastic Plate 
Clamp Saves $900 Curving Machine 


A cost-saving method of ap¬ 
plying the new-style clamping 
principle of the driving shaft 
friction clutch arms of typeset¬ 
ting machines to the old-style 
clutch arm has been devised by 
Ben Ashby, head machinist, De¬ 
troit (Mich.) Free Press. 

By applying this device to im¬ 
provement of the old clutches on 
some 36 machines, instead of in¬ 
vesting in the new-style clutch 
arm. Mr. Ashby was able to 
effect a saving of close to $900. 

A total investment of around 
$5 for special drills was the cost 
of the work. 

The need for the device was 
occasioned by the wearing down 
of the arm to the point where 
the regular adjustment screw 
could not apply pressure prop¬ 
erly so as to prevent extra play 
which throws the operations of 
the machines out of kilter. 

A hacksaw was used to cut 
through the arm. The flat area 
was filed to provide a seat for a 
filling piece, necessary to raise 
the bolt head high enough for 
use of a wrench. The filling 
piece is 5/16 x %-inch stock 
(old plunger rod). It is flame- 
soldered to the clutch arm. 

The clutch arm is sawed fro.m 
the hub to the first supporting 
boss for the friction shoe, then 
sawed from the top to the first 
cut. A flat is filed on top of the 
arm, extending 3,4.inch to the 
left of the perpendicular cut. 

The arm is drilled V/i inches 
from the top of the filling piece. 
A^-16 X IV 4 hexagon head bolt 
is inserted through the filling 
piece. 

Because of the flexibility of 
the clutch arm casting, it is now 
possible to clamp the clutch rig¬ 
idly to the drive shaft. 


WHY? 

. Ho leading news- 
I aper space-buyers 
read E & P every 
week‘s 


SEEPAGE 58 


Monomelt Co. of Minneapolis 
announces the development of a 
new machine for faster and 
more accurate curving of plastic 
plates. 

Unique feature of the machine 
is a flexible rubber water bag 
clamped to a curved upper steel 
platen by which uniform and 
controlled water pressure is ap¬ 
plied over the entire surface of 
the plate. Due to the rubber’s 
flexibility, all irregularities of 
the plate’s surface receive even 
pressure, thus assuring a more 
accurate and solid contact with 
the lower platen which corre¬ 
sponds to the curvature of the 
press cylinder. 

Plates to be curved are pre¬ 
viously placed on a heated 
platen or in hot water bath to 
make them pliable. The actual 
forming and setting of the plas¬ 
tic takes onl.v 90 seconds on the 
machine. With the plate and 
upper platen in working posi¬ 
tion, hot water is run through 
the bag and lower platen water 
jacket for one-half minute. This 
keeps the plastic soft permitting 
it to conform perfectly to the 
curve of the lower platen. Re¬ 
placing the hot water with cold 
for the next minute sets the plas¬ 
tic assuring a perfect fit on the 
cylinder. 

An air cylinder raises and 
lowers the upper platen and 
quick acting clamps hold it in 
proper position during the form¬ 
ing cycle. Inter-locking water 
valves prevent water from en¬ 
tering the bag except when in 
position under the clamps. Water 
pressure on the bag is controlled 
by a relief valve. 



Wrapping Device 
Added te Wallaslai 

The research staff of the To¬ 
ronto (Can.) Star has addi 
something new to the Wallastir 
automatic bundling machiniT 
the Starstarter. It’s an ingen¬ 
ious table which puts the wrao- 
per under the bundles. ^ 

The table is like a teete^ 

totter. It’s counter-weighted n 
it takes a certain amount of 
weight to force it down. On the 
top of the table is a conveyor 
belt, which does not operate un¬ 
til the table is forced down. 

Thus the papers are piled on 
the Starstarter table. When 1 
certain weight is reached, the 
table swings down and the con¬ 
veyor belt moves. It pushes the 
papers over on the roller-slat 
conveyor leading directly to the 
Wallastar. 

As it moves from one con¬ 
veyor to the other, the bundle 
picks up its bottom wrapper. 

Under the Starstarter is 1 
large roll of Kraft Paper, set to 
unroll like the paper towels in 
a kitchen. The paper leads up 
over rollers between the two 
conveyors. As the bundle ol 
newspapers goes over the rollers, 
it pushes some of the paper out 
Then, as the bundle of newspa¬ 
pers rolls along on top of tho 
Kraft paper wrapper, the bun¬ 
dle’s weight is enough to draw 
more Kraft paper under it as it 
moves along. This goes on un¬ 
til the bundle leaves the Star 
starter, and the counterweighted 
table swings up. 

As the table swings up tho 
sheet of wrapping paper is 
clamped and perforated as it 
travels up from the roll unde: 
the table. At the same time, a 
bar farther up slaps against the 
perforations left by the previous 
operation and neatly severs the 
paper just behind the bundled 
newspapers. 

Plant for N. J. Daily 

Donald G. Borg, publisher, 
has announced that Walter 
Kidde Constructors, Inc. of New 
York City will be the architects- 
engineers on the new plant for 
the Hackensack (N. J.) Berjiw 
Evening Record. 


NEWS] 

PRII^ 


I Specializing in 

I ROLLS and 
I SHEETS 

■ GREAT ATLANTIC 
M PAPER COMPANY 


EDITOR <S PUBLISHER for December 10. 


OETINNT CHICMiO OEVEUINO DDIVER 
WNISTON INOUIUPOUS LOS MWOES 
ATUNTA NEW ORLEWIS 


10 East 43rd Si 
NEW YORK 17' N f 
TEL MU ? 7830 











In introducing the feature of ink feed 
adjustments from outside the press, 
many years ago, Hoe provided for one- 
motion control. Column selection and 
inking adjustment are made by one move¬ 
ment of a knurled screw. 

With the Hoe pump system of ink 
distribution there is always a measured 
supply of clean, agitated ink to each 
column of the paper. Kach pump box 
contains four rows of eight individual 
pumps, one pump per column and one 
row per page. Adjustable knurled screws 
control the piston operation of each sep¬ 
arate pump and thus the quantity of ink 
fed to each column at any press speed 
is accurately controlled. 

Ink is pumped through separate cop¬ 
per tubes directly to inking cylinder, thus 
eliminating ductor rollers entirely. Sep¬ 
arate controls completely cut off ink to 
any page for fractional roll runs. 

Control is direct, positive and quickly 
effective. Time is saved, paper wastage 
IS minimized and the pressman can most 
easily procure the results he desires. 

editor & PUBLISHER for December 10. 1949 


910 East 138th Street New York 54, N.Y. 
BRANCHES! BOSTON • CHICAGO • SAN FRANOSCO 
BIRMINGHAM • PORTLAND. ORE. 




EQUIfMBNT REVieW 

LalesI C-H Drive 
On Scott Presses 

Modernization of the interior 
and exterior of the four-story 
and basement building of the 
Milwaukee (Wis.) Sentinel, just 
completed, included the trans¬ 
formation of an old brick build¬ 
ing into a steel building inside 
the old brick walls, with steel 
girders replacing brick retaining 
walls and oak beams. The 
$1,500,000 expansion and mod¬ 
ernization program required 
about four years and was com¬ 
pleted without missing an edi¬ 
tion. 

One of the most important im¬ 
provements was the installation 
of the new 10-unit Scott press. 
The new press room is 30 feet 
high and its floor is below the 
level of the Milwaukee River. 

Because of the limited length 
of the new press room, eight of 
the units of the new Scott are 
in line, with the other two units 
in a second line at one end of 
the larger section. Both are 
synchronized and are used to¬ 
gether by means of crossover 
anglebars. The 16 pages printed 
on the two unit line can be 
combined with 24 pages printed 
on three units of the eight-unit 
line to make a complete 40-page 
newspaper. Each unit is equipped 
with flying pasters. 

The presses are powered by 
the latest design in press drives, 
utilizing a product of many 
years of development by Cutler- 
Hammer, Inc. The new drive 
is one of the first of its kind 
turned out by Cutler-Hammer. 
It is possible for newsprint to be 
threaded into the machines at a 
speed of about 10 revolutions of 
a press cylinder a minute. Then, 
through 85 different operating 
speed points, the press speed can 
be increased to print 90,000 pa¬ 
pers an hour. 

Wiring of the control system 
consun^d 32.7 miles of wire, in 
addition to the wire in control 
boxes completed at the C-H 
plant. Two 10 h.p. motors sup¬ 
ply tWe power used in thread¬ 
ing newsprint, and two 100 h.p. 
and two 200 h.p. motors furnish 
power as the units move into 
higher speed. The drive is com¬ 
pletely automatic, with a variety 
of features to protect pressmen 
and presses. 

An automatic signaling sys¬ 
tem of a bell and flashing light 
must be used before the presses 
can be started. A safety button 
at each pressman's station can 
prevent the machine from start¬ 
ing if the man is still working 
on the presses. 

If the newsprint should break, 
switches stop the presses auto¬ 
matically. Special brakes can 
stop them in an emergency in 
four to five seconds, even when 
the presses are operating at top 
speed. Motors driving the 
presses are located on the 
presses, with a control center off 
the press room. 

Papers are carried from the 
press room to the mailrooms by 
means of Cutler-Hammer heavy- 


Deseret News 



mountain 

EDITION 


15 Killed as Flood 
Hits Northwest Area 

SANTA AAiaviS fAAU Hundreds <rf Fomilies 
fOKlOYINSL HOSMTAL Flee in Washington 

’■'J-’r WeslMilifary "i 

, - .-.“r-’” SlarhWofk ' ) 

OnDe!ensA “ 

Ex Senator Kbig - 

Dies in Salt Lake ; 


[Entire Consular Imm Henb 
i staff Deported 

■ U .’“r; r., v.: - fw 


New Nameline, New Dress 

The Salt Lake City (Utah) Deseret News, afternoon daily owned and oper¬ 
ated by the Church of Jesus Christ of Latter Day Saints (Mormon), has 
appeared in revised typographical dress, designed by Gilbert Farrar. 
Most significant is the elimination of the beehive from the masthead. The 
beehive, historically associated with the Mormon church as a symbol of 
industry, has been a major implement of the News' masthead for many 
years. The new masthead marks the sixth change in design since 1942. 


duty wire conveyors. The con¬ 
veyors from the new Scotts 
travel up about 15 feet, turn 
through two pressrooms to the 
mailroom 100 feet away, then 
down about eight feet where 
they finally are counted and tied 
into bundles on a Wallastar. 

Among other new equipment 
are a Chemco strip film camera, 
equipped with luxometer: a Sta- 
Hi Master-Router; Vander Cook 
proof presses; dumping attach¬ 
ment for gas-fired pig furnace; 
Premier rotary shaver, and Lake 
Erie Directomat. 

Increases Staff 

According to an announce¬ 
ment by Joseph F. Costello, 
president of the Lanston Mono¬ 
type Machine Co., Richard 
Beresford has been appointed 
special representative tor the 
company in the New York area, 
and his place as New York Dis¬ 
trict Manager assumed by Wil¬ 
liam J. Howe. Further expan¬ 
sion of the sales and service staff 
of the New York District in¬ 
cludes the addition to the staff 
of Robert Huberty. 


Glens Falls Group 
Honors Ed Lance 

Edward C. Lance, who retired 
Nov. 16 after serving as a print¬ 
er and composing room foreman 
for the Glens Falls (N. Y.) Post 
Co. for more than 40 years, was 
guest of honor Dec. 3, at a testi¬ 
monial dinner given by 35 of his 
co-workers and friends. 

Mr. Lance was highly praised 
for his many years of faithful 
and efficient service by Arthur 
P. Irving, vicepresident and gen¬ 
eral manager of the Post Com¬ 
pany. 

Frank C. Graves, mechan¬ 
ical superintendent, told of his 
years of association with the 
guest of honor and of the many 
problems in printing which Mr. 
Lance helped him to solve over 
the years. 

James O’Neil, who received 
his training under Mr. Lance 
and who succeeded him as fore¬ 
man of the Post-Star, warmly 
spoke of the friendship and 
guidance which marked his 
many years of association with 
the guest of honor. 


Press Perforator 
Is Linage Builder 

Santa Rosa, Calif — A home¬ 
made perforator attached to the 
Santa Rosa Press-Democrat and 
Evening Press press equipment 
enables inclusion of detachable 
shopping lists in editions carry¬ 
ing regular market or special 
event advertising. 

New advertising linage possi¬ 
bilities also are afforded by the 
device, reports William A. 
Townes, editor and general man¬ 
ager. Space on the reverse side 
of the list will be sold at a pre 
mium rate. Special provision 
also will be made for advertis¬ 
ers wishing to provide a page 
j long two or three column width 
^ easily removed from the paper. 

Reverse side space of the 
shopping list will be sold only 
for one-item ads and a reference 
to the page number of the mer 
chants’ full-size copy, he ex¬ 
plained. This promotion is just 
being developed, following re¬ 
cently completed experimenta¬ 
tion which resulted in accurate 
perforation. 

Mike Cohenour, press fore¬ 
man, developed the installation 
by using a notched cutter aM 
an arm clamp. Addition of a 
grooved roller adjacent to the 
cutter was necessary before the 
perforator functioned with de 
sired accuracy. The grooved 
roller was used to hold the pa¬ 
per firmly and keep it on an 
even path as it passes the cut¬ 
ter. By adjustment, the perfor¬ 
ator may be used for either two 
or three column widths. 

The plan was initiated at the 
suggestion of merchants made 
during a meeting to plan a spe¬ 
cial pre-Christmas sales event. 
Mr. 'Townes first used a dinky 
page for the shopping list. With 
development of the perforator, 
shopping lists will be provided 
weekly in the Sunday and mid¬ 
week shopping sections and for 
special events. 

Chemco in Dallas 

Chemco Photoproducts Co. has 
opened a new office at 2024 
Main St., Dallas. Tex. as another 
step forward in its efforts to 
better serve the graphic arts 


Ludlow 

composition is 
truly profitable 
composition. 

LUDLOW TYPOGRAPH CO. 

2032 Clybourn Ave Chicago 14 


NEWSPAPER $ 
PRINTING PLANT 
DESIGNING 

NEW PLANTS ... REMODELING 
SURVEYS . . . CONSULTATION 

Morton L Pereira % ^Assoc^atcs 

ENGINEERS • ARCHITECTS 

100 WEST MONROE BUILDING CHICAGO 3, lUINOIS 


48 


EDITOR 6. PUBLISHER for December 10, 





better halftones 


with one lens setting 



• • 



• • 
• • 



ATF LENS-O-MATIC 

blends tone values perlectly 

All the steps from highlight to detail stop, with the 
correct exposures for each, are made automatically 
and continuously by the ATF Lens-O-Matic Dia¬ 
phragm Control. There are no abrupt jumps. With 
the operator’s single initial pre-setting, the ATF 
Lens-O-Matic turns out negatives with smooth grada¬ 
tion in a minimum of time, and without the possi¬ 
bility of errors in computation. Range of apertures ' 
is adjustable to individual preference, and for diffi¬ 
cult copy or unusual results manual control can be 
used as desired. Order from nearest ATF Branch 
Office, or write to us. 


Ameiican Type Founders 200 Elmora Avenue, Elizabeth B, New Jersey 

, ^Manufacturers of Kelly Presses, Little Giant Presses, Chief Offset Presses, 

Branches tn r 1 Web-fed Offset Presses, Gravure Presses, Foundry Type and Process Cameras. 

Principal Cities Distributors for Vandercook, Bostitch, Challenge, Hamilton, Rosback and 

^ Other Equipment for Composing Room, Pressroom and Bindery. 


editor & PUBLISHER for December 10, 1949 


49 





























EQUIPMENT REVIEW 

A Camera and An Offset Press 
Don't Make a Sunday Pictorial 

By Burton Grindstaff 


A picture is not worth ten 
thousand words, as the Chinese 
sage is reported to have said. 

If that were true, the news¬ 
paper as we know it would have 
faded into history with the ad¬ 
vent of photo-engraving. Any 
weekly publisher will tell you 
a picture is cheaper than 10,000 
words of type. Since his prob¬ 
lem is to get the most readers 
at the least cost, it is reasonable 
to believe that if pictures could 
take the place of the printed 
word, that miracle already 
would have happened across 
the land. 

50 Good Pletuns a Wooir 

During the past two years, 
more than 4,000 local news pic¬ 
tures have gone across my desk 
and into the coliunns of a small 
city Sunday newspaper—the 
Lafayette (La.) Pictorial. Until 
I sold my interest in that photo¬ 
offset printed newspaper last 
spring, I set our news staff the 
stern task of finding 50 good 
pictures a week in a town of 
31,000 population. We were not 
stingy with space, either. Our 
tabloid size cover was occupied 
by one picture. We often ran 
full-page pictures on the fronts 
of Sports and Society sections. 
Spreads using 10 and 15 pic¬ 
tures on a single topic were not 
uncommon. 

Naturally, we discovered some 
of the limitations of pictures in 
reader drawing power; and we 
found new powers in pictures 
we had not dreamed of when 
w^lanned the Pictorial. 

We were ^ mistaken as the 
next fellow in our original be¬ 
lief that pictures carry magic 
that makes failure impossible if 
you use enough of them. But 
we also learned that there is 
some magic in them—enough to 
make you want to pursue this 
field of journalism in the 
smaller cities and towns of the 
land. 

It was a blue Sunday when 
our newsstand sales did not top 
700 from the very start. Satur¬ 
day night street sales often ran 
to 400—at 10c a copy. 

Pictures are great attention 
compellers, but they are not 
attention holders. The most 
successful of the present-day 
picture magazines discovered a 
few years ago that pictures 
alone were not enough. They 
increased the reading matter 
after making a reader survey. 
They learned in a big way, 
tl^ough national circulation and 
high priced surveys, what we 
learned quickly in a small way 
in a small town—that a picture 
arouses a lot of questions that 
can be answered for the reader 
only by well written copy. 

Emballlthhg a Story 

Pick up the nearest news¬ 
paper or magazine and take a 
glance at a picture without 
reading the cutline. You will 
discover that the Five W’s start 


whirling in your head—Who? 
What? When? Where? and Why? 
(How?). Obviously, the picture 
does not satisfy your curiosity. 
It heightens it. 

We of the Pictorial adopted 
the word “embellish” as a sure¬ 
fire guide to the usefulness of a 
picture. A good picture em¬ 
bellishes a good story—it sel¬ 
dom, if ever, tells a complete 
story. 

But what about the selection 
of pictures? A simple formula, 
borrowed from a picture mag¬ 
azine executive. might be 
worded thus: “Pictures of peo¬ 
ple are more interesting than 
pictures of things.” 

The first thought of a news 
editor who has just been handed 
an unlimited picture budget and 
told to start shooting, is to take 
pictures of every obvious news 
event. A meeting of the Girl 
Scouts. A picture of the prin¬ 
cipal speaker at a civic club 
luncheon, etc. He soon discov¬ 
ers, however, that in a small 
community he is getting the 
same faces in his paper too 
often. Or that the principal 
speaker too often is an out-of¬ 
town man in whom his readers 
are not greatly interested. 

He also discovers that every 
club in town wants their picture 
made every time they pour tea 
or get together. Obviously, his 
paper will be top-heavy with 
pictures of local organizations if 
he doesn’t proceed with caution 
here. He will miss the human 
interest angle which is the basis 
for all good newspaper pho¬ 
tography. 

One Spread a Year 

In Lafayette, there are 79 ac¬ 
tive clubs and organizations. 
Also, Lafayette is the home of 
the second largest state college 
in Louisiana. Those two sources 
alone could easily provide his 
50 pictures a week, and are 
likely to unless he sets a pretty 
definite policy with regard to 
spacing of pictures throughout 
the year. We solved this prob¬ 
lem after a fashion, though to 
the complete satisfaction of any¬ 
one (even ourselves) by allot- 
ing each organization no more 
than one good picture spread a 
year—then pouring it on thick. 

When the hypothetical editor 
mentioned above is in the fourth 
or fifth week of unlimited pic¬ 
ture-taking, he will find that 
he is swamped with requests. 
A great many of them have to 
be denied because they repre¬ 
sent publicity and advertising 
schemes, or just plain uninter¬ 
esting pictures. 

To balance our pictures so as 
to attract the most readers, we 
tried to include in each issue 
some pictures from every age 
group. It will surprise you how 
your newsstand sides will pick 
up when you nm the pictures 
of ten babies. Also, you will be 
pleased with the instantaneous 


response of teen age and pre- 
teen age groups to pictures of 
themselves in the newspaper. 

Pictures of pets have to be 
handled like dynamite. You 
could run an edition with 
nothing but pictures of pets, and 
still have enough requests to 
fill the next week’s edition, and 
the next. Every town is full of 
pets—from monkeys to racoons. 
Wlhy, in the town I now live in, 
there is an old gentleman who 
will proudly show you his five 
pet skunks. He has asked me 
to print their pictures in the 
paper. 

Newness is the lifeblood of 
pictures. We tried to avoid run¬ 
ning any individual’s picture 
more than once a year. 

That Old Engraving 

Recently, I saw the reverse 
demonstrated in a daily news¬ 
paper. A prominent club man 
was nominated by his local or¬ 
ganization for state president. 
His picture was run on the front 
page. A few days later, he was 
elected state president. Out 
came that same engraving again. 
And, believe it or not, the pic¬ 
ture was in there again in less 
than a week. 

Your toughest problem is get¬ 
ting “unposed” pictures. The 
reason for this is quite human 
—everyone has a horror of see¬ 
ing a bad picture of himself in 
the paper. When you hoist that 
camera before them, they all 
stiffen and go into a pose. 

We got around this to some 
extent by taking as many purely 
candid pictures as possible, but 
this is pretty much of a hit and 
miss proposition. 

As an example of what can 
be done to liven up picture 
stories of events, let me tell 
about our annual Chamber of 
Commerce banquet. We did not 
take a single picture of the out- 
of-town speaker, whose likeness 
had appeared in an advance 
story. Nor did we photograph 
the officers who were installed 
that night. They had been 
snapped a couple of months 
earlier when they were elected. 

The main speaker was a hu¬ 
morist of some reputation. We 
showed this by taking a picture 
of a row of diners laughing up¬ 
roariously at one of his jokes. 
A picture of a 70-year-old mem¬ 
ber and his wife seated at the 
banquet board gave a human in¬ 
terest touch. The secretary- 
manager, a likeable and effi¬ 
cient fellow, was awarded a 
plaque for 10 years of outstand¬ 
ing service. We knew the 
dailies would beat us to the 
draw on that one, so we snapped 
him checking the gate receipts 
with his pretty office secretary 
and worked the award angle in¬ 
to the cutline. 

Some Ouldepotts 

Some of our conclusions, after 
15 months of this interesting 
endeavor, include: 

• 1. One or two well chosen 
pictures, with a. column length 
feature story, make a more in¬ 
teresting layout than ten pic¬ 
tures with no story. 

• 2. Ten pictures on ten sub¬ 
jects, with reading matter, have 
more reader appeal than 30 pic¬ 
tures on three subjects. 

• 3. All-out picture spreads 
should be used sparingly, not 



Setting 'Em at 87 

Charlie Haight, a member of the In¬ 
ternational Typographical Union for 
51 years, was setting type at his ma. 
chine at the Portland (Ore.) Jounial 
on his 87th birthday anniversary. He 
joined the Journal staff in May, |9I9, 

only because they do not have 
pulling power in proportion to 
their cost, but also because they 
cause too many individuals and 
organizations to want similar 
spreads. 

• 4. Pictures enable you to 
reach out and draw within your 
reader scope the hundreds ol 
little men and women who 
never do anything that would 
get their pictures in the paper 
—the man who has made his 
wife some iron furniture, the 
one who redecorated his home 
while on vacation. 

• 5. Old pictures have tre¬ 
mendous drawing power and 
you can’t overdo them. The 
older the better. 

• 6. Pictures are not a sub¬ 
stitute for the written word. 
They liven up a story, but they 
do not tell it. If you are to be 
a successful picture editor, you 
must be first of all a good 
writer, with a good sense of 
news values. 

With this information, a 
photo-offset press and a good 
camera, you are now ready to 
go right out and start a Su^ay 
Pictorial. I’m planning another. 

Mechankal Process 
For Reverse Proofs 

A new process for making 
white on black reverse repro¬ 
duction proofs within a minute 
after the original proof is pulled, 
has been perfected after 11 
years of effort by the Danat Tr 
pographers, Inc., of Chicago. 

■The process is purely mechan¬ 
ical, reqidring no camera equip¬ 
ment or skilled labor. 

After the primary black-on- 
white proof is pulled, the process 
calls for less-than-a-minute id 
of operations: 

1. The reverse proof is placw 
in a contact printer, with sens* 
tized paper face-to-face. 

2. The reverse printer Is 
closed, and the light blocked. 

3. The reversing stock » P**[ 
into developer—and the final 
white-on-black appears. 

2 Gel Gold Pins 

Kenneth Gregg. produ'Hj!” 
superintendent of the San ffiejo 
(Calif.) Union and Tribune-SuA 
and Lew Edwards, pressman, 
have received their union s 80 ” 
pins denoting 50 years service 
in the printing trades. 


EDITOR & PUBLISHER for Droember 10. iW 




The keyboard of the Monotype opens wide the door to Rogers and others—all of which enrich the field of design, 
the world of type. At his disposal the operator has the Letters and figures of practically every printed language, 
greatest variety of type faces available in any system of totaling over a quarter million matrices for the various 
machine composition. Practically all of the wanted faces and sizes, and more than twenty thousand border 
foundry types and fonts created by the did masters oP-s^ designs, ornaments, special signs, symbols and characters 
type design are at bis finger tips—earli character as it was 
originally drawn. In addition^ he has a vast assortment 
of faces adapted from these originals, as well as a large 
selection of original and exclusive Monotype creations by 
such artists as Frederic W. Goudy, Sol Hess, Bruce 

“ ^rnono 


are within his retch. He draws on a reservoir of more 
than six million n^triccs carried in stock by Monotype. 
Truly, the "world ty|>e” is at his command. 

LANSTON MONOTYPE MACHINE COMPANY 
Twenty-fourth and Locust Streets, Philadelphia 3, Pa. 


A Not* AbovI Til* Typa—Dbplay, tS pt. Menotyp* SvIiMr No. 462; ToxI, 10 pt. Su lnior No. 462 wMh 7)4 p*. Sm ipocbig. 


Editor & publisher for December 10, 


1949 


I 







AUTOPMTtRSMTHtNtwmKTMB... 

BAT 99 . 4 % 

FOR A PULL YEAR'S PERFORMANCE 


ic if if 


PERFORMANCE . . . DEPENDABILITY day in and day out at full speed ... THE ABILITY TO DEUVER 
THE GOODS WHEN MOST NEEDED . . . The ball player's value stands or falls on the record. 

That's why your serious consideration of what The WOOD Autopaster can do to simplify and speed 
your production is well merited. 

The fact that this device replenishes webs without costly stops and slow-ups is reason enough 
to investigate further. If you do, you'll find that The WOOD Autopaster makes web splicing a routine, 
automatic job! Wherever it operates, press production shows marked increase, running time is less, printing 
and folding quality is improved, and there's substantial saving in newsprint, power, and on presses as well. 
The performance record of this WOOD equipment operating in many plants clearly indicates the valuable 
role it can play on other, and perhaps your, production team. 


WOOD AUTOPASTER FULL YEARS BATTING AVERAGE 
AT THE NEW YORK TIMES 


MONTH 1948 

NO. ATTEMPTED 

NO. LOST 

% MADE 

Jon. 

8,982 


57 

99J+ 

F»b. 

10,131 


99 

99.0-1- 

AAorch 

10,920 


46 

99J-i- 

April 

11,651 


97 

99.1-j- 

May 

11,740 


82 

99.3-1- 

Jun* 

11,067 


62 

99.4-j- 

July 

9,121 


44 

99J-i- 

Auf. 

10,425 


98 

99.0-f 

Sapt. 

12,200 


63 

99.4-1- 

Oct. 

13,041 


40 

99.6-f- 

Nov. 

12,56^ 


35 

997-L- 

0«c. 

12,662 


50 

99.6-1- 

Total 1948 

134,505 


773 

99,4 -% 



WRITE FOR INTERESTING, INFORMATIVE FOLDER ABOUT THE WOOD AUTOPASTER 




WOOD NEWSPAPER MACHINERY CORPORATION 

PLAINnElD, NEW JERSEY • SALES OFFICE; 501 FIFTH AVENUE, NEW YORK 17 


EDITOR & PUBLISHER for December la i 


;52 




_ ^ 1 ^ I • ^ J graoh published a news review 

‘War Baby inbydney 

Hits 500,000 Sunday riy'is^rVrSfSsrYo'’* 

* team of six high-speed short- 

Sydney, Australia — Sydney the conception of Editor Cyril hand reporters. 

\indav Telegraph chalked up A. Pearl. ■ 

ore than 500.000 circulation The Sunday -relegraph makes gciek tO Biaaer Tvpe 
loi«hratPd it<! 10th an* liberal use of American comics "T_ . . . t.":” 


vuridav Telegraph chalked up 
more than 500.000 circulation 


Back to Biaaer Type 

:V'/.oiphrated its 10th an* liberal use of American comics , . rr,- tu- 

Nov 19 and features. It claims the first Los ANM^s-The Times tos 

success story of a war “lift out” sports section in a week switched from 7%-^int 

Its the success siory oi a wai . i,prp snorts are enor- Paragon on a 9-point slug, to 8- 

baby that became a giant in a rtan? " Point on 9, after an IS-months’ 

decade—the biggest daily or . ^ j- ^ ♦ trial of using the smaller body 

Sunday newspaper in Australia, According to the managennent, type. The Mirror, afternoon 

a country of 8,000,000 population the new paper “upset a Sydney tabloid which shares the Times' 
marked with newspaper circula- tradition that serious news composing room facilities, also 

tion phenomena. ceased between Saturday morn- ^^^e the change. 

The Sunday Telegraph mg and Monday. We made Sat- , 


tradition mat serious news comnosini? room facilities also 
ceased between Saturday morn- ^ythe^ch^M facilities, also ^om city editor to editor of the 


Promotions ior 5 
At Williamsport 

Williamsport, Pa. — Quinton 
E. Beauge has been promoted 
to the new position of executive 
editor of the Williamsport Sun 
and Gazette and Bulletin. He 
has been editor of the G and B 
since March, 1946. 

Other new appointments are: 

Paul G. Gilmore, editor of the 
Sun. succeeding the late Bruce 
A. Hunt. He has been managing 
editor since October, 1946. 

New G and B Editor 

Clifford A. Thomas, promoted 


TTie Sunday Telegraph ing and Monday. We made Sat- 
achieved circulation supremacy urday as relentless a news-hunt- 
only a few weeks before it mod- ing day as any other, with the 
estly (by American standards) full news force in the field.” 
celebrated its 10th birthday. Before America’s entry into 


made the change 


Channel Prize 

London —The Daily Mail has 
posted a £1.000 ($2,800) in 

prize money for the fastest swim 






■■ 


celebrated its 10th birthday. Before America’s entry into posted a £1.000 ($2,800) in 

It also broke into exclusive the war, when neutral U. S. prize money for the fastest swim 
company with the two other ma- news agency services were not across the English Channel in 
ior publications produced by available to it, the Sunday Tele- 1950. 

Consolidated Ptms Ltd. The _ _ 

morning Daily Telegraph has 

the biggest circulation (about 

365000) of any newspaper in 

New South Wales. The Women's 

Weekly, with about 750.000 cir- • Pa 

culation. is Australia’s biggest JQ0 X > 

women’s periodical. T 

(In Melbourne. Sir Keith l-kf o i 

Murdoch’s morning Sun-Pic- , 

torial now has almost 425,000 

circulation, and his afternoon C ^Pd.pCr lO 1 c-. 

Herald exceeds 400,000). -pj J ^ ' ' •> ' ''' ' 

Amid Keen Competition l!V03C10]rS 300 

The Sunday Telegraph had A J a* V ' ^ tPfc 

two competitors in the Sydney AaV0rtlS0rS. /A | jflSL - Ja ) 
Sunday field for upwards of nine / » 

years and three rivals in recent >1 '■ 

months. i ^ ‘ Jt. , /J/J'K 

It is not the first Australian / ^ ^ 

paper to top the half-million / n 

mark. The big Sydney Sunday ^ 

Sun exceeded 500,000 circulation 6 ' 

several months ago, but fell be- 
low the half million mark after 

the 119-year-old Sydney Morn- 1 Erie and its vast Trade Area are ] A news-packed 

iiiy Herold launched a Sunday. grateful to a generous and pro- facility for world 

gressive Kris Kringle for the a .• j ^ . 

The Sydney Truth, with ap- popular new Elrie Sunday Times. 2 , sMtion devotra 

proximately 380,000, is the; Now the 7-day cycle is immplete; area, mile 

fourth Sunday paper. Its com- the daily, a continuously service- ^ “Tho whifi 

pamon Paper is the Daily Mir-; minded newspaper, and the Sun- | 3 * 

ror, another war baby which day Times, one of the most com- i 

circulation ^n New South wX" I has ever 4 A Sporte S^tion, 

known. and national news 

Consolidated Press Editor-in- „ , 

Chief E. W. Macalpine, a young. Santa C^us has been good to C The Graphic Weel 

Irishman, once was a New York, both. 'Die Daily Times has, ^ home-town flavor 

.'treetcar conductor and later a month after month, won a signi- 

^ature writer on the old New ficant distinction — leadership in • £ The Home Magaz 

York Globe. He was the Aus- Department Store advertising. I ** timed to the split 

ralian pool correspondent at National advertisers know what I 

the Bikini atom bomb tests. THAT means. Here are 8 hand- i 7 Best Com 

Many U. S. Features i *0"™® “gifts” on the Yule Tree for of the laugh-provi 

The Sunday Telegraph' Sabbath readers: Q And a second bon 

achievement has been spirk^ O ^ g*" 

by Managing Director Frank ° ^ 

Packer, 42-year-old onetime Aus- # 

tralian amateur heavyweight I /* 

boxing champion. 1 / S' 

, Mr. Packer is a big. hard-hit- ^ 

tmg operator always on the I // 

take^ lor something good toj /■/' '\s 

as^a** ^ 8ood racehorse as well' / um 

officer in the Aus-1 n B ft 

TelegJa^'^'” wa^^^" Sunday | ^ 

War’n.^^But^d^ start^of WoHd | ^ ll I 

Se!"he‘^ ! 

new tvL Plunge on a, 500 FIFTH AVENUE. NEW YORK 18. N, 

ItsSMforSVaX'^gelyl Represented by THE KATZ AGENCY 

Editor S publisher for December 10, 194P 


Gazette and Bulletin. 

Frank A. Ziegler, from tele¬ 
graph editor to city editor, re¬ 
placing Mr. Thomas. 

Howard F. Fenstemaker, a 
Sun reporter since June. 1947, 
to telegraph editor of the Ga¬ 
zette and Bulletin. 


Erie and its vast Trade Area are 
grateful to a generous and pro¬ 
gressive Kris Kringle for the 
popular new Elrie Sunday Times. 
Now the 7-day cycle is complete; 
the daily, a continuously service- 
minded newspaper, and the Sun¬ 
day Times, one of the most com¬ 
plete issues Pennsylvania has ever 
known. 

Santa Claus has been good to 
both. The Daily Times has, 
month after month, won a signi¬ 
ficant distinction — leadership in 
Department Store advertising. 
National advertisers know what 
THAT means. Here are 8 hand¬ 
some “gifts” on the Yule Tree for 
Sabbath readers: 


^ A news-packed general section, with every 
facility for world-wide coverage. 

2 A section devoted to local news . . . cross-section 
of the area, mUe by mile. 

2 ’‘The Social Whirl”—the “women folks” say it is 
tops in things feminine. 

4 A Sports Section, done in a neat packet of local 
and national news. 

^ The Graphic Weekly, a departmentalized section, 
home-town flavored and ^itorially zippy. 

^ 'The Home Magazine Supplement, in colors and 
timed to the split second. 

2 Worlds Best Comics—32 of them—and the pick 
of the laugh-provoking crop. 

P And a second bonus-section of 100 features and 
still more rib-ticklers. 


All this means reaching every 
member of every family, as they 
make a dash for the big Sunday 
paper. 


500 FIFTH AVENUE. NEW YORK 18. N. Y. 
Represented by THE KATZ AGENCY, INC. 


Greensboro Co. 
Sells S-Monthly 
Patriot Farmer 

Greensboro, N. C.—The Pa¬ 
triot Farmer, semi-monthly pub¬ 
lication devoted to North Caro¬ 
lina agriculture, has been sold 
to the Southern Agriculturist, 
monthly farm magazine pub¬ 
lished in Nashville, Tenn. 

Owned and published by the 
Greensboro News Co., publisher 
of the Greensboro Daily News 
and Greensboro Record, the Pa¬ 
triot Farmer will conclude pub¬ 
lication with its scheduled is¬ 
sues in December. Transfer of 
ownership wili become effec¬ 
tive after Jan. 1. 

P. T. Hines, general manager 
of the Greensboro News Co., 
said printing facilities are being 
utilized to the fullest in publish¬ 
ing the daily newspapers and 
are inadequate for handling the 
additional load of the farm pub¬ 
lication which has a circulation 
of 26,000. 

The Patriot Farmer formerly 
-was the Greensboro Patriot, a 
local weekly newspaper, and 
was acquired by the Greensboro 
News Co. in 1940. It was found- 
«d in 1826. It was converted 
-to a strictly farm publication in 

1947, and changed from weekly 
to semi-monthly in November, 

1948. 

Eugene S. Knight succeeded 
James N. Benton as editor in 
August. 1947. At the same time 
D. C. Nance became circulation 
manager. John A. McLeod, 
Jr., joined the staff in early 
1948 as associate editor. 

■ 

Christian Buys Daily 

Mountain View, Calif.—Sale 
■of the Mountain View Messen¬ 
ger to Sutton Christian is an¬ 
nounced by Walter Keane. The 
toansaction was handled by 
Arthur W. Stypes. San Francis- 
<ro broker. 

The Messenger, purchased by 
Mr. Keane as a weekly a 
decade ago, has been published 
daily except Saturday and Sun¬ 
day for a year. The veteran 
publisher entered the field just 
.south of San Francisco after 
publishing ttie Gilroy (Calif.) 
Dispatch. 

Mr. Christian was associated 
with the Messenger until about 
six months ago, joining the 


paper after the war. He for¬ 
merly was editor of the Santa 
Cruz (Calif.) Sentinel. 

« * « 

P. F. Willoughby, former 
publisher of the Sheridan 
(Ore.) Sun, and Ed Younger, 
manager of the McMinnville 
(Ore.) Chamber of Commerce, 
have purchased the McMinnville 
News-Reporter, a weekly, from 
R. D. Evans. 

• • • 

Sale of the San Francisco 
Chinatown newspaper Chung 
Sai Yat Po was announced here 
by Y. C. Liang. He said the 
sale price was $80,000 for the 
whole property and that new 
owners would take over next 
month. 

* * * 

The New Enterprise, Corinth, 
N. Y., weekly, has been sold by 
Mr. and Mrs. George Ritchie to 
Paul R. Jobin who formerly was 
with the advertising department 
of the Schenectady (N. Y.) 
Union-Star and later was adver¬ 
tising manager of Hometown 
Newspapers, Inc., Mechanicville. 
• • • 

Arthur D. Browning and Da¬ 
vid C. Tippet have purchased 
the Parsons (Kan.) News from 
J. E. Thompson. Mr. Browning 
has been a printer on the Par¬ 
sons Sun. Mr. Tippet has been 
composing room foreman for the 
News. 

* * * 

Glen Baumgardner has bought 
the Waverly (Kan.) Gazette 
from Floyd Ecord and Bill Bat- 
dorf of Burlington. 

* « « 

The Swanton (Vt.) Courier, 
a weekly, has been purchased 
by Bernard G. O’Shea from J. 
A. Goodwin. The new owner 
formerly was employed on the 
Pittsfield (Mass.) Berkshire 
Eagle. 

0 0 0 

Henry Berne has resigned 
from the financial department 
of the Cincinnati (O.) Enquirer 
to run two weeklies, the Love¬ 
land (O.) Herald and Madeira 
(O.) Press, which he has pur¬ 
chased from Roy Wilson. John 
Menzies, Jr., also of the En¬ 
quirer’s financial staff, and Da¬ 
vid Chatfield, a young lawyer 
and former Enquirer copy boy, 
have joined Mr. Berne. 

0 0 0 

The Barre (Mass.) Gazette 
has been purchased by a group 
headed by Joseph M. Williams, 
publisher of the Tri-Town 
Times. 


DEPARTMENT STORE 
SALES.UP 

This is the business picture 
TODAY in dynamic St. 
Petersburg, Florida . . . Am¬ 
erica’s newest 100,000 market 
... as we start what now 
appears to be another record 
winter tourist season. 

Buy the St. Petersburg Times 
for 86% daily and 93% Sun¬ 
day coverage of city zone 
readers. 

ST. PETERSIURG. FLORIDA 

Dally TIMES Sanday 

Kmpre0mn€^ by 

Tkau SiiiptM Co., Imc. 



Thi* 7wo-(}im 

*FIRST ^ 

with the most 

CIRCULATION 

in the 

Son Antonio Market 
mokes these two 
great newspopcrs 
your best buy. 

•ASC i it « 


From Baltimore Evening Sun—Nov. 25, 1 949 

STUDENTS STUDY COMIC STRIPS 
IN AMERICAN HISTORY CLASS 



BY ROBERT MOYER 

At least one fifth-grade class 
in Baltimore Is supplementing 
Its study of United States his¬ 
tory in what is probably the 
most pleasant way possible for 
children—reading the comics. 

Forty 5A students in Mrs. 
Marguerite Ruppertsberger’s 
Canton Elementary School, 
Hudson Street and Highland 
Avenue, are following the ad¬ 
ventures in The Evening Sim’s 
newest strip, “American Adven¬ 
ture." 

This comic strip, incidentally, 
was one of two to receive an 
award last Monday from Free¬ 
doms Foundation, Inc., as the 
most significant comic strip for 
its contributions to the Amer¬ 
ican way of life and the prin¬ 
ciples of freedom cm which the 
nation stands. 


STRIP CLIPPED, PASTED 

Each day since the comic be¬ 
gan in The Evening Sun mem¬ 
bers of the class have cut the 
strip from their paper and 
brought it to school. There 
they mount the strip on heavy 
red paper and attach it to the 
bulletin board in the front of 
the room. 

Then during the day’s leisure 
moments the youngsters come 
up to read it, discuss it among 
themselves and try to answer 
the question in the dally quli 
at the end of the strip. 

Mrs. Ruppertsberger is quite 
Impressed with the system. 
"Many of the quiz questlooi 
are not found in any of our 
texts,” she said, “and the child¬ 
ren are profiting from learn¬ 
ing the answers.’’^ . . . 




meric an 




ven 


ture ii 


the answer to the criticism of parents and teachers to 
crime comics. There is more real adventure in this co^ 
than the wildest dime novel ever written. Teachine 
AMERICANISM is a force to combat COMMUNISM. 
This comic took first FREEDOMS FOUNDATION 
award. 



von T TW 


I won a Freedoms 
Foundation prize, 
too! 

For rates apply to: 

LAFAVE 
NEWSPAPER FEATURES 

ARTHUR J. LAFAVE, Proprietor 

Telephone; Delehursf 4989 

19900 Shaker Blvd. Cleveland. Ohio 


54 


EDITOR (S PUBLISHER for December 10, 








39^ Votes 
Cast in Kansas 
Team Selection 

TOPBKA, Kan. —Nearly 39,000 
votes from readers were the 
miln factor in the choice by the 
TopeJcfl Daily Capital sports 
staff of its all-state high school 
football squad. 

This 12th annual all-Kansas 
selection drew the largest num¬ 
ber of ballots in its history. Vot¬ 
ing was confined to a two-week 
period. 

Naming the all-state team is 
the climax to a program of rat¬ 
ing the top 10 teams each week 
in classes AA. A, and B by staff 
writer Bill Cochren. Members 
of the honor squad are chosen 
on the basis of votes, coaches’ 
and officials’ recommendations 
and team performance, but 
without regard to size of school. 

A new feature this year that 
drew write - ups in papers 
throughout the state was an air¬ 
plane tour of the state to inter¬ 
view and photograph outstand¬ 
ing candidates for the team. 

After photographs sent in by 
schools and promotional stories 
had been run every day for 10 
days. Sports Editor Stan Emer¬ 
son, Mr. Cochren and Sports 
Photographer Bill Chapman 
took to the air to call on candi¬ 
dates. 

Visits in the Capper Publica¬ 
tions' own plane were brief in 
each town. Each boy was inter¬ 
viewed for thumbnails for use 


Tradition Broken 

Portland, Ore. — Each year 
for the last 28 years, the Jour¬ 
nal has published a book deal¬ 
ing with the Pacific Northwest 
or the Journal, as its Christ¬ 
mas greeting to newspaper 
publishers and editors and 
heads of advertising agencies. 
This year the Christmas book 
is written by Marshall N. 
Dana, editor of the Journal's 
editorial page, and breaks 
with tradition Inasmuch as it 
deals with his recent visit to 
Germany and IsraeL “Their 
World and Ours’* is the book's 
title. 

when the team was made 
known and he was photographed 
in his playing gear. 

Having the top candidates’ 
pictures on hand speeded the 
presentation of the team in a 
layout since there was no wait¬ 
ing for schools to send in pic¬ 
tures of the boy selected. Qual¬ 
ity of the photographs was, of 
course, improved upon in this 
manner by having staff pictures, 
shot with a pre-made layout in 
mind. 

The Daily Capital team in the 
12 years it has been named has 
become the “ofiScial’’ one of the 
state, with the Associated Press 
moving it for other Sunday 
morning papers, crediting the 
Capital with the selections. 


Vancouver Sun 
Reports Profit 
Of $297,135 

Vancouver, B. C. — Donald 
Cromie, president and publish¬ 
er, has announced that profit of 
the Sun Publishing Co., Ltd., 
totaled $297,135 for the year 
ending Aug. 31. 

In line with the company’s 
bonus-profit sharing plan, $73,- 
035 will be distributed among 
employes be fore Christmas. 
Profit for the year was an in¬ 
crease over 1948 of $120,638. 

Business expansion has been 
followed by increasing costs 
which affect both current op¬ 
erations and replacement of 
capital equipment, the publish¬ 
er pointed out. Replacements of 
fix^ plant can no longer be 
met out of the provision for 
depreciation on assets pur¬ 
chased before the war years. 
Provision must be made in part 
out of current profits. 

Expansion Program 

‘"Ihis is especially applicable 
to this company, which is faced 
with a substantial replacement 
and expansion program,’’ Mr. 
Cromie’s report stated. 

For this reason, and in order 
to maintain adequate working 
capital, which is now $911,430, 
a new issue of debentures will 
be sold later this year. 

During the past year common 
dividends of 20 cents a share 
were paid for the first three 
quarter periods. For the final 


American Weekly 
Revenue Gains 

An increase of $1,600,000 in 
American Weekly’s revenue for 
1949 was announced this week 
by Edwin C. Kennedy, advertis¬ 
ing director. Mr. Kennedy dis¬ 
closed the gain at a luncheon 
meeting during the organiza¬ 
tion’s annual sales conference 
in New York. 


quarter directors increased pay¬ 
ments to 25 cents a share. 

The company invested $35,551 
in contributions to the employ¬ 
es’ pension fund, in addition to 
paying $3,632 for group life in¬ 
surance and medical benefit 
programs. 

■ 

5-Ton Freight Lilt 
Ordered lor Amarillo 

Amarillo, Tex.—^Award of a 
contract for a five-ton freight 
elevator to serve the new $600,- 
000 plant of the Globe-News, 
was announced this week by 
Gene Howe, publisher. 

The 10,000-pound-capacity ele¬ 
vator, to be installed by the 
Otis Elevator Co. at a cost in 
excess of $13,000, will be con¬ 
trolled by pressing buttons on 
the wall and in the car and will 
rise 13 feet at a speed of 50 
feet per minute. 

The air-conditioned, gas- 
heated newspaper plant, sched¬ 
uled for completion next June, 
contains 55,000 square feet in 
its two stories and in the base¬ 
ment. 



“Mum’s the Word” 


• The origin of the word “mum”—enjoining 
silence—is so uncertain that it has given rise 
to many theories among amateur and profes¬ 
sional lexicographers. 

One of the theories that has gained some 
acceptance is that Christian Mummer, a Euro- 
jjean brewer of the Fifteenth Century, is 
responsible for coining the word. He was justly 
proud of his brew, which was known as 
Brunswick Mum, and guarded its formula 
closely. Part of his plan to keep the formula a 
secret was to hire his employees for life, thus 
insuring their loyalty ... and “keeping mum.” 

Mum became so popular a beverage in its 
native Brunswick that before long it had its 


counterpart also in England, where mum-houses 
sprang up to dispense the favored brew. Samuel 
Pepys records that on a certain occasion he 
went “with Mr. Norbury near hand to the 
Fleece, a mum-house in Leadenhall, and there 
drank mum.” 

Brewers today still have their individual 
formulas that make their own product a little 
different from others. The “secret” of brewing 
a quality product, however, is shared by him- 
dreds of masterbrewers who gained their tech¬ 
nical groundwork in brewing academies and 
their practical experience in modern breweries 
that daily produce America’s beers and ales... 
the beverages of moderation. 



UNITED STATES BREWERS FOUNDATION 

21 East 40th Street, New York 16, N. Y. 


^DITOR 4 PUBLISHER for December 10, 1949 


5S 






RADIO AND TELEVISION 


Radio Research Asked: 
Who*s Listening Where? 


By Jerry Walker 

Hugh M. Beville, Jr., director 
of research, National Broadcast¬ 
ing Co., contends that radio au¬ 
dience research exceeds, by a 
wide margin, that produced by 
printed media for the guidance 
of advertisers. 

In the magazine held, Mr. 
Beville specifies, a standard of 
readership survey for determin¬ 
ing the noting and reading of 
printed ads operates pretty 
much as it has since its inaugu¬ 
ration 20 years ago. 

“Where,” asks Mr. Beville, 
“would radio be today had the 
industi 7 stuck by and used only 
the original technique—the tele¬ 
phone recall survey?” 

'More Barren Field' 

Mr. Beville thinks there's an 
even more barren field in news¬ 
paper reading research, point¬ 
ing to the Continuing Study’s 
reports of single issues of 131 
individual newspapers in 10 
years. 

“These surveys,” he says, “are 
conducted periodically with a 
safpple OS 450 interviews, these 
only with people wbo have ac¬ 
tually read the paper.” 

This time he a«ks: “Where 
would radio be today if we had 
available to us only the meas¬ 
urement of the listening to a 
single day's programs for only 
131 different St^ions produced 
over a period of 10 years?” 

Mr. ^ville also believes that 
radio and television havt avail¬ 
able more research dollars and 
perhaps more (“not necessarily 
better’) brains than competi¬ 
tive media and have thus pro¬ 
duced more useful information. 

Serious Failure 

But what he is driving at is 
simply this: “How is it pos¬ 
sible. then, that with the money 
which is spent annually on ra¬ 
dio research there has been a 
serious failure in the measure¬ 
ment of broadcast audiences?” 

“Too much duplication,” is 
his own answer, as he appeals 
for research that will come up 
with data on the size and char¬ 
acteristics of the radio audience 
outside-the-home and, more im¬ 
portantly as television expands, 
the radio listenage upstairs, 
downstairs, and everywhere but 
in the video parlor. 

Radio research techniques, 
for Mr. Beville’s money, have 
been largely built around the 
concept of the radio family as 
a cohesive unit. How, he wants 
to know, can a telephone call at 
a given moment measure all of 
the listening that is done—even 
within that home? Does the 
fact that a home set recording 
device shows no usage during 
an evening mean that no listen¬ 
ing was done by members of 
that family? The answer, says 
Mr. Beville, is obviously “no.” 

TTie NBC research chief has 
put together all of the available 
data he could find on radio set 


ownership and audience meas¬ 
urement outside-the-home and 
he concludes: 

“The people who do this 
listening away from home have 
unique characteristics as cus¬ 
tomers for certain types of 
products. They are younger 
than the home listener, more 
heavily male, and very heavily 
single male. . . . Radio is shown 
to have a much greater ability 
to reach men than is generally 
recognized.” 

In one survey he learned that 
more than a million and a 
quarter people were listening 
to radios outside the home be¬ 
tween 8 and 9 p.m. Sunday 
(42% of the estimated quarter- 
hour at-home audience for that 
period). 

This prompts Mr. Beville to 
ask: “What medium, aside from 
economical radio, could dismiss 
audiences of this magnitude as 
‘bonus’ circulation? Consider 
what would happen to the cir¬ 
culation of New York news¬ 
papers if the reading which 
takes place on subways and 
commuter trains were not in- 
4 lpded. I don’t think radio 
can afford to throw away the 
audience represented by people 
who listen while driving to 
work any more than I would 
expect the newapapers to throw 
away the aubway reader.” 

Finally. Mr. Beville is a firin 
believer that radio listening will 
come back into its own, side by 
side with television viewing, as 
certain members of the family 
tire of watching someone else's 
choice of program and abandon 
the family circle in favor of an 
activity which they can control 
to their own liking. 

He proposes that every rating 
service and special research 
project which deals with radio 
and television should attempt to 
measure all in-the-home and 
out-of-the-home audiences to 
broadcast media “so that the an¬ 
ticipated process of individual 
choice of AM or TV can be 
documented.” 

The broadcasting media, alone 
of all mass media, are meas¬ 
ured by the buyer in terms of 
audiences delivered to the ad¬ 
vertiser’s commercial message, 
Mr. Beville reminds, and “with 
other media continuing to sell 
on the basis of gross circula¬ 
tion and gross audience size it 
is essential that AM and ’TV 
broadcasters have a complete 
measurement of program audi¬ 
ences.” 

Mr. Beville’s story, in handy 
pamphlet form, bears the en¬ 
dorsement of Niles Trammell, 
chairman of the Board, NBC. 
who prescribes it as “essential 
reading for every advertiser.” 

Business Notes 

The New York Times has do¬ 
nated 540.000 worth of facsimile 
equipment, made by General 


Electric Co., under patents of 
Dr. John V. L. Hogan, to Co¬ 
lumbia University’s Graduate 
School of Journalism. 

Utica (N. Y.) Observer-Dis¬ 
patch published a 14-page Tele¬ 
vision Section Nov. 30 on the 
eve of WKTV’s bow. The sta¬ 
tion is owned by a theater 
group. 

John W. Craig, general man¬ 
ager of Crosley stations, told 
the Canadian Club: “So far as 
I know, there is no television 
station in the United States that 
could be said to be ‘making 
money.’ ” 

Keynote of Oklahoma Asso¬ 
ciated Press radio members’ 
meeting was voiced by Presi¬ 
dent James L. Todd of KSIW: 
“We must furnish our own 
coverage to each other; when a 
story breaks in your area, call 
the AP.” 

Baltimore (Md.) Sun had a 
30-page TV section Nov. 27 to 
hail Baltimore as “Television’s 
First City,” on the basis of 
Hooper rating. The Sun station, 
WMAR-TV, averages 150 pro¬ 
gram listings a week, two-thirds 
of which originate in Baltimore. 

KRLD-TV, a Dallas Times 
Herald affiliate, began television 
operations Dec. 3. Television 
sections totaling 50 pages ran in 
the Sunday Times Herald and 
the Fort Worth Star-Telegram 
had a 20-page Sunday section, 
featuring its own WBAP-TV as 
well as KRLD-TV. Approxi¬ 
mately $600,000 has been in¬ 
vested in KMjD-TV. 

Miami (Fla.) Herald and its 
WQAM have entered the tele¬ 
vision field with a weekly news 
roundup oyer independent sta¬ 
tion WTVJ. 

Commentary 

Our esteemed contemporary. 
Broadcasting magazine took 
note of the E&P survey (Nov. 
26) showing newspaper circula¬ 
tions have gained in 33 of 42 
cities where television has oper¬ 
ated the past year, with this 
comment: 

“The surprise is not so much 
that newspaper circulation in¬ 
creased. but that it increased so 
little, both in TV and non-’TV 
cities. Newsprint has been 
plentiful. . . . Circulation cam¬ 
paigns have been under way. 
...E&P shouts Eureka. But 
it may be whistling prematurely 
through its 7-point type. You 
can read when you listen. But 
can you read newspapers or 
books when you’re telelooking?” 

Everybody’s doing it, appau- 
ently. (E&P, Dec. 3, page 54). 

FMA-NAB Merger 

The way was cleared this 
week for merger of the Fre¬ 
quency Modulation Association 
with the National Association of 
Broadcasters. Members of the 
FMA’s board of directors voted 
to accept proposals mapped by 
an FMA-NAB Liaison Commit¬ 
tee to combine the interests of 
the two organizations. The 
agreement includes the estab¬ 
lishment in NAB of an FM De¬ 
partment with a full time paid 
director. Josh L. Horne, Rocky 
Mount (N. C.) Telegram pub¬ 
lisher and president of WCEC- 
WFMA, is a member of the 
newly-formed executive com¬ 
mittee. 


Brackin Named 
M.E. at 36 On 
Spokane Daily 

Spokane, Wash. —‘Thirty.,!, 
year old James L. Bracken ^ 
came managing editor of tk 
Spokesman- 
Review, Dec. 1, - 

succeeding Mai- ^011^ 
colm Glendin- 
ning, who will ' 

have the title of 
editor until his 
retirement next ’ 

March under V 

the Cowles pub- 
lications’ pen- 
sion plan. a B 

Born in 
Greens- 
burg, Kan., Mr. 

Bracken entered Brockw 

the publication field as feature 
writer for a London, Eng., syn 
dicate, the British General 
Press, later known as Stq» 
Press, Ltd. Going to Califranii 
in 1930 he contributed to the 
California Cultivator and in 
1937 became field editor and 
then executive editor of the 
Pacific Northwest Farnn Trio. 

Mr. Bracken was in the Amy 
for four years.—with the army 
of occupation in Japan for five 
months—and left the service in 
1946 as a captain. He became 
managing editor of Wettm 
Metals, a trade paper in Lm 
A ngeles, in March, 1947, he be¬ 
came assistant to the managiig 
editor and editorial writer on 
the Spokesman-Review. 

Mr. Bracken is the Spokes¬ 
man-Review’s fourth managing 
editor since this newspaper was 
given its present name in 18M; 
the others being Nelson W. Dur 
ham, George W. Dodds and Mr. 
Glendinning. 

■ 

Cop-y of The Barn' 

Glean, N. Y. — Rochester's 
“The Barn, Gannett Youth 
Club.” was the pattern for a 
new place where Glean teen¬ 
agers entertain themselves. 
Glean civic leaders studied the 
nationally-famous Rochester ^- 
up, which is backed by Publish¬ 
er Frank Gannett, and after 
only a month’s operation, the 
club is almost entirely self-sup¬ 
porting from dues and revenue 
from the soda bar. 



EDITOR & PUBLISHER lor December la !*•* 





Russia A-Bomb Tops 
Biggest Stories of '49 


To determine the 10 biggest 6. East and West German 

news stories of 1949, the United Republics are established. 

^ss has polled editors around 7. Indonesia becomes a re- 

the world. Four lists have been public. 

compiled— for the United States, 8. Berlin blockade lifted. 

Europe South America and the 9. British warship Amethyst 

Far East. shelled in Chinese waters. 

They vary considerably, but 10. Conviction of 11 Commu- 

editors everywhere — except in nists. 

Dyjsia _were in agreement on South America 

the No 1 news story of the year. 1. Truman announcement. 

It is President Truman’s an- 2. British devaluation, 

nouncement that Russia has 3. Atlantic Pact, 

oroduced an atomic explosion. 4. Mindszenty conviction. 

The story broke on Sept. 23 and 5. Bolivian civil war. 

in most newspapers got the big- 6. Communists overrun China, 

gest headline type of any story 7. Ecuadorean earthquake, 

^ee V-J Day in 1945. 8. Berlin blockade ends. 

Earl J. Johnson, U.P. vice- 9. Tito splits with Kremlin, 

president and general news 10. P-38 rams airliner in 

manager, said, “editors in the Washington. 

Soviet Union have not replied • 

so far to our invitation to list INS Editors List 
the 10 biggest stones. However, 
the Moscow U.P. bureau report¬ 
ed that the stories receiving the 
most prominence in the Russian 
press this year included: Com¬ 
munist victories in China, an¬ 
nouncement that the Soviet had 
possession of atomic weapons, 
organization of the East Ger¬ 
man Republic, the series of 
notes exchange between Mos¬ 
cow and Marshal Tito, the So¬ 
viet notes protesting the At¬ 
lantic Pact as an 
action against Russia. 

Here are the 10 
stories: 

United States 

1. President 
nounces atomic 
Russia. 

2. Communists overrun China. 

3. Coal-steel strikes threaten 
American economy. 

4. High naval officers chal¬ 
lenge unification policies. 

5. Jury convicts 11 top Com¬ 
munists in U. S. 

6. Kathy Fiscus dies 95 feet 
down a well pipe. 

7. P-38 rams airliner at Wash¬ 
ington, killing 55. 

8. Hungarian court convicts 
Cardinal Mindszenty of treason. 

9. Vicepresident Barkley mar¬ 
ries Missouri widow. 

10. Major league races end in 
baseball’s closest finish. 

Europe and Near East 

1. President Truman an¬ 
nounces atomic explosion in 
Russia. 

2. The Atlantic Pact is signed. 

3. British devalue their cur¬ 
rency. 

4. Communists overrun China. 

5. West German Republic is 
established. 

6. Tito splits with Kremlin. 

7. The Berlin blockade is lift¬ 
ed. 

8 ^tholics and Communists 
locked in struggle in Central 
Mindszenty trial. 

“•Greek civil war ends. 

10. Peace established in Israel. 

Far East 

o i*^™**' announcement. 

2. British devaluation. 

China^**"'™^*'**** victories in 

Atlantic Pact. 

5. Tito splits with the 


Year's Biggest News 

International News Service 
editors have listed the year’s 
biggest news stories as follows: 

1 President Truman’s an¬ 
nouncement of Russian A-bomb 
explosion. 

2. Signing of the North At¬ 
lantic Alliance Pact. 

3. Communist victories in 
China. 

4. Lifting of the Berlin Block- 
aggressive ade. 

5. Kingsbury Smith’s inter- 
biggest views with Stalin, which led to 

the negotiations that ended the 
Berlin Blockade. 

Truman an- g. Conviction of 11 Communist 
explosion in leaders. 


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News Story Blamed 
For Coffee Prices 

Washington — Newspapers 
have been largely responsible 
for the sharp increase in coffee 
prices, the Senate subcommittee 
was told this week by John C. 
Gardner, president of the New 
York City Coffee & Sugar Ex¬ 
change. Inc. 

Mr. Gardner admitted there is 
a shortage which resulted in 
higher prices but contended that 
newspaper publicity—he cited 
the New Orleans (La.) Item of 
Sept. 26 especially—aggravated 
the situation. The Item story 
was a recitation of facts as told 
to its reporters by importers and 
buyers._ 


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editor (S 





Mac Donald Dunbar is one of 
several newspaper space buyers 
at Ted Bates & Company. La-t 
year well over a million dollars 
in linage was spent by him for 
accounts such as those mentioned 
on the opposite page. 



“I am interested 
in newspaper problems,” 

SAYS MAC DONALD DUNBAR, SPACE AND TIME BUYER AT TED BATES & COMPANY 

“I read EDITOR & PUBLISHER at of the business and what’s going on, 
home every week. I read it to get E & P gives me more of the back- 
confirmation of news and newspa- ground, the complete story—like the 
per mergers, consolidations, per- Dayton merger, for instance. That’s 
sonnel changes, etc. Then, I am why you’ll find EDITOR & PUB- 
interested in newspaper problems LISHER right at home on my 
which give me a fuller appreciation table.” 

Almost all important media buyers read E & P 

EDITOR 6l publisher 

. , • to sell Big^Money Newspaper Buyers 

VITAL STATISTICS.. • Last year 44 top advertising agencies billed over a billion dollars (in all media). It is 
within this group that E & P is read and rated highly. That is why there is no more direct, economical or resultful way 
of reaching the actual buyers of newspaper space in these big-money agencies than via the advertising pages of Editor 
& PUBUSHER. 

EDITOR & PUBLISHER for December 10. 19* 


' A 




k 


... and here are 
$ome of the 

Ted Bates... 

accounts spending 
$25,000 or more 
in Newspapers 


American Sugar Refining Co..... $ 130,400 
Brown & Williamson Tobacco Corp. 360,994 

Carter Products, Inc. 104,329 

Colgate-Palmolive-Peet, Inc.2,327,075 

Continental Baking Co., Inc. 454,000 

Reischmann Distilling. 500,000 

Grocery Store Products Sales Co. 27,939 
Standard Brands, Inc. 515,894 


$ 4 , 420,631 


*** Figureg from a recent Bureau 
of advertuing Study of ISational Ad- 
jy vertUers spending $23,000 or more in 

DR newspapers in 1948. 

10 , 1«» editor S publisher lor December 10. 1949 



Ashton Stevens, 
left Chicogo 
Herald-Ameri- 
can drama 
critic, receives 
"Press Veteran 
ol the Year" 
citation from 
Charles Collins, 
Chicago Trib¬ 
une, president 
oi Chicago 
Press Veterans 
Assn. 


Chi. Press Vets 
Fete Stevens, 
Dean of Critics 

By George A. Brandenburg 

Chicago —Press veterans of 
Chicago honored Ashton Stevens. 
West Coast “banjo king” of the 
Gay Nineties and dean of Amer¬ 
ican drama critics, as “Press 
Veteran of 1949” at their annual 
dinner here Dec. 3. 

They also mourned the death 
of Charles N. Wheeler, 75-year- 
old political editor of the Chi¬ 
cago Daily News, who died a 
few hours before the 150 Chi¬ 
cago newspapermen assembled 
for the 11th annual homecoming. 

Heorst Pays Tribute 

Although Mr. Wheeler’s death 
somewhat overshadowed the oc¬ 
casion, tributes to Mr. Stevens 
from newspapermen, playwrights 
and stage stars provided zest 
and color in praise of the Her- 
ald-American "durable” who re¬ 
cently completed his 55th year 
as a critic. Mr. Stevens, in Chi¬ 
cago for 39 years, formerly was 
with newspapers in San Fran¬ 
cisco and New York. 

Heading the messages of 
praise was one from William 
Randolph Hearst, “the chief,” 
whom Mr. Stevens had taught 
to play the banjo. Mr. Hearst 
made special mention of his 
banjo tutelage back in the days 
“when getting a start in some 
minstrel show” was more im¬ 
portant to the two young men 
than building careers as news¬ 
papermen. 

Charles Collins, conductor of 
the Tribune’s "A Line O’Type or 
Two” column, former drama 
critic and president of the asso¬ 
ciation, described Mr. Stevens as 
“unique and extraordinary,” 
stating: “His peer as a critic 
has never been equalled.” 

Mr. Collins read tributes from 
many of Mr. Stevens’ old friends, 
including John Chapman, New 
York News, who conceded that 
Mr. Stevens is the dean of 
drama critics; and George Jean 
Nathan, who admitted he is 
seven years “junior” to Ashton 
Stevens. 

Mr. Stevens, in response to 
the citation of “Press Veteran 
of the Year,” pushed back the 
tears and stood quietly before 
the microphone. The slender 
man, now in his seventies, wear¬ 
ing a red carnation sent to him 
by Claudia Cassidy, Tribune 
drama critic, seemed for a mo¬ 



ment to be lost for words— 
something that he had never 
been guilty of before. He began: 

“What strikes me terrifically 
tonight is—here we are together, 
from all the papers. I like to 
see that. The most impressive 
meeting of newspapermen I 
have ever known took place in 
San Francisco years ago after a 
baseball game between the 
Chronicle and Examiner. The 
Chronicle won and we paid for 
the supper—beer and sausages. 
One of our men made a little 
talk.” 

Mr. Stevens recalled how his 
ex-colleague had said: “We 
must realize that journalism is 
something that’s very big and 
very human. Nobody loves us 
except ourselves and our fam¬ 
ilies. Let’s be good to newspa¬ 
permen. for nobody else will.. 

Lou Shainmark. Herald-Amer- 
ican managing editor, first of a 
series of five-minute men, read 
telegraphic tributes to Mr. 
Stevens, including wires from 
Walter Winchell, Robert Sher¬ 
wood, Howard Lindsay. Russell 
Crouse. Lynn and Alfred Lunt, 
Abel Green, and Gene Fowler, 
who said Mr. Stevens is “the 
hottest thing in Chicago since 
Mrs. O’Leary’s cow.” 

Mr. Shainmark paid personal 
tribute to his star drama critic, 
saying that Mr. Stevens pos¬ 
sesses three qualities that seem 
to be passing out; hospitality, 
art of good conversation and art 
of excellence in newspaper 
writing. “We hope you will be 
with us for many years, Ashton, 
as an inspiration to newspaper* 
men of this generation,” said 
Mr. Shainmark. 

Jack Lait. columnist and man¬ 
aging editor of the New York 
I'-irror. was the guest speaker. 
He started working for the Chi¬ 
cago Evening American in 1903 
and was a contemporary of Mr. 
Stevens, then with the old Ex¬ 
aminer. He saluted Chicago’s 
“GAR—grand army of re¬ 
porters.” 

Accompanying Mr. Lait was 
Lee Mortimer, Mirror columnist, 
who is collaborating with him 
on a book, “Chicago Confiden¬ 
tial.” 

Other five-minute men were 
Richard J. Finnegan, Sun-Times 
editor; Everett Norlander, Daily 
News managing editor; Isaac 
Gershman, manager of the City 
News Bureau; Charles Schwarz, 
ex-Daily News, now assistant to 
the chairman of the National Se¬ 
curity Resources Board, Wash¬ 
ington; and Otto McFeeley, re¬ 
tired Chicago newspaperman. 






BOOKS IN REVIEW 


Analyst Moley Analyzes 
27Political Techniques 

By Prof. Roscoe Ellard 

Graduate School of Journalism, Columbia University, N. Y. 


27 MASTERS OF POLITICS in a 

Personal Perspective. By Raymond 

Moley. New York: Published for 

Newsweek by Funk & Waftnalls Com¬ 
pany. 276 pp. $3.50. 

Franklin Roosevelt— so reads 
one of the most frequent 
charges against him—^habitually 
told two or three persons to do 
the same thing without telling 
either what the other was up 
to. This, Raymond Moley de¬ 
nies in his analytical profile of 
the man he calls “history’s bone 
of contention.” 

Moley, a professor of Public 
Law at Columbia University 
and author of the “Perspective” 
page in Newsweek, eyewit- 
nessed FDiR as his major ad¬ 
visor during the first term, his 
top assistant in the first cam¬ 
paign, and as Assistant Secre¬ 
tary of State in 1933. 

“Roosevelt so ordered the 
various divisions of his political 
activity,” Moley declares, “so 
sharply delegate authority and 
so clearly maintained personal 
contact with each of us that 
there was never the semblance 
of conflict and never an over¬ 
lapping of function—a mark of 
superb administrative ability in 
the political field.” 

Yet Moley is specifically, in¬ 
cisively critical of Roosevelt’s 
fallings-short of complete po¬ 
litical greatness. Roosevelt was 
an immensely successful poli¬ 
tician, the author concedes. The 
country as a whole was un¬ 
aware in 1935, Moley suggests, 
that about the middle of that 
year Roosevelt radically shifted 
the whole strategy of his politi¬ 
cal career. He had decided that 
the earlier New Deal could no 
longer sustain his power. He 
shifted his appeal to labor, to 
minority racial groups and to 
city masses. Came Social Se¬ 
curity, the Wagner Act, a re¬ 
vamp^ WPA, and a radical tax 
program. In repudiation of 
Jefferson’s dependence on agri¬ 
culture and small towns, Roose¬ 
velt was bartering acreage for 
population. Alliances with Kelly 
of Chicago, Hague of Jersey 
City and Pendergast of Missouri 
were part of the strategy. 

Roosevelt knew of course 
these tactics would return rural 
districts to the Republican 
party. He knew too they would 
set southern Democratic leaders 
on their guard. Statistics of 
subsequent elections have 
shown that. But meanwhile met¬ 
ropolitan majorities were as¬ 
sured. It sufficed for the dura¬ 
tion of Roosevelt’s life. What 
will come of it, Moley points 
out, remains to be seen. 

In 1932, we read, Roosevelt 
was patient, amenable to ad¬ 
vice, indifferent to criticism. As 
victories mounted, he became 
to an unusual degree suscepti¬ 
ble to the heady wine of power. 


He tended to ascribe self-inter¬ 
est, cowardice, or subtle cor¬ 
ruption to those who crossed 
him, Moley charges. “He closed 
one by one the windows of his 
mind, and it lessened his ca¬ 
pacity as a political leader and 
statesman,” the author declares. 

Final evaluation of Franklin 
D. Roosevelt cannot appear for 
generations, Moley suggests. 

Moley’s volume of 27 pe¬ 
culiarly discerning profiles has 
extraordinary value for editor¬ 
ial writers and political report¬ 
ers. Indeed for all who would 
understand the necessary strat¬ 
agems and tactical maneuvering 
of human beliefs and emotions 
in democratic government. If 
read with Warren Moscow’s 
“Politics in the Empire State,” 
and William Reddig’s “Tom’s 
Town”—fact-rich handbooks of 
practical politics—“27 Masters 
of Politics” completes an almost 
indispensable trilogy for politi¬ 
cal observers. 

Of Thomas E. Dewey, Moley 
declares that the amazing fact 
of his political accomplishment 
is that he went so far with so 
little political endowment. The 
author recalls Samuel Johnson’s 
remark about the dog that 
walked on two legs: “He does¬ 
n't do it very well but the amaz¬ 
ing thing is that he can do it 
at all.” 

In this illuminating, factually 
analytical book appear similar¬ 
ly informative, subsoil exami¬ 
nations of the political tech¬ 
niques of such men as Tom L. 
Johnson, whose accomplishment 
Moley describes as reform with¬ 
out incompetence; A1 Smith and 
his sidewalk statesmanship; 
Wendell Willkie, described as 
the immortal amateur; Henry 
Wallace, the corn-fed proletari¬ 
an; Jim Farley, the Prometheus 
unbound; John Nance Gamer 
who would rather be right than 
be president, and Charles A. 
Beard whose ideas that chal¬ 
lenged orthodoxy have, Moley 
declares, had immensely impor¬ 
tant impact on the political 
thinking of our time. 

Revolution and Ordeal 
In Paper's 100 Years 

ONE HUNDRED YEARS OF HART 

FORD’S COURANT From Colonial 

Times Through the Civil War. By 

J. Eugene Smith. New Haven: Yale 

University Press. 342 pp. $5. 

This is a well-written, well- 
researched historian’s view of 
one of the country’s great sub¬ 
metropolitan dailies from its 
Colonial beginning in 1764 to 
the close of the war between 
the states. It is a book of record 
that nuts flesh and blood on the 
usually blanched bones of his¬ 
tory. 

Fascinating verisimilitude of 
customs, social attitudes, and 
political and sectional bias 


stand out clear and vivid. Nut 
much of newspaper - building 
judgment, or of the influence of 
social and industrial change of 
a newspaper’s managerial direc¬ 
tion is emphasized. It is an 
iiistorical contribution. 

Paper was even more of a 
problem in Colonial journalism 
than at present. The early Hart¬ 
ford Courant solved that prob¬ 
lem, as at times papers do to¬ 
day, by building its own mill. 
In 1778, the mill machinery and 
the stock of paper burned. The 
owners petitioned the General 
Assembly for a loan of 5,000 
pounds sterling to rebuild. They 
received authority to raise 1,500 
pounds by public lottery. No 
suspension of publication was 
necessary. 

News of the Boston Teaparty, 
of conflicting Colonial attitudes 
toward war against the British, 
and of the Declaration of In¬ 
dependence are quoted. The 
premium put on progeny in 
early America, and the com¬ 
miseration for spinsters are re¬ 
corded in lively comment. One 
Mrs. Starkweather was felici¬ 
tated factually on her 79th 
birthday: she had 152 living 
descendants. Obit of one matri¬ 
arch eulogized her for having 
410 progeny. 

One frank marriage notice 
about a woman 72 to a man 89 
observed that there could be 
“little hope of success in the 
more common effects of the 
matrimonial estate.” 

The attack on Fort Sumter in 
1861 was condemned editorially 
as “the greatest crime since the 
Crucifixion of our Saviour, wan¬ 
tonly committed in behalf of 
Slavery.” From beginning to 
end, the Courant condemned 
measures leading to the Mexi¬ 
can War. When Texas entered 
the Union, Connecticut Con¬ 
gressmen who voted for admis¬ 
sion were held up to shame in 
prominent type. 

Contemporary attitudes on po¬ 
litical and social conflicts al¬ 
ways give enlightening reality. 
The author, now president of 
Willimantic State Teachers Col¬ 
lege in Connecticut, writing 
with a scrupulous respect for 
scholarship, gives rich, warm 
life to New England points of 
view toward the Federalist 
press, the Whig party. Repub¬ 
licanism and slavery, railroads, 
industry, and culture. The book 
is an able historical study of 
news and regional comment as 
reflected in the first century of 
a distinguished newspaper. 


'hTwIPAPER nevTs^ 


Australia 

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Wire Editors 
Will Appraise 
AP Service 

Kansas City, Mo.—The sell-an- 
praisal activities of the Associ¬ 
ated Press were emphasized 
here Nov. 28 at the annual joint 
meeting of Missouri and Kansas 
AP member newspapers. 

Speakers referred to the work 
of the Continuing Study Com¬ 
mittees, which for three years 
have been analyzing Associated 
Press news, features and pic¬ 
tures and membership partichia- 
tion. 

Norman Isaacs of the St. Louit 
(Mo.) Star-Times, vice-chair¬ 
man of the APME Continuini 
Study Committee, told the edi¬ 
tors the body had planned ad¬ 
ditional studies of newspaper 
readability by states and would 
analyze technical achievements 
in photography. 

The members voted to assist 
in another self-appraisal project 
—a meeting of wire editors to 
discuss the report from the 
standpoint of the men on the 
receiving end. 

Merrill Chilcote, managing 
editor of the St. Joseph (Mo.l 
News-Press, was elected state 
chairman to succeed George 
Scruton of the Sedalia Demo¬ 
crat. Kansas members elected as 
chairman Rolla Clymer of the 
El Dorado Times. He succeeds 
Ray Green of the Concordia 
Blade-Empire. 


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! Address. 


EDITOR & PUBLISHER for December 






n 


JIIOH 


Senate Group 
To Probe A & P 
Ad Practices 

Washington — Advertis¬ 
ing practices of the Great At- 
Mtic & Pacific Tea Co., already 
under atUck by the Department 
of Justice and the House small 
business committee, will be sub¬ 
jected to scrutiny by a Senate 
agriculture sub committee. Sen¬ 
ior Guy M. Gillette, Iowa 
Democrat, has revealed. 

Rep Wright Patman has pro 
nosed that the Treasury Depart¬ 
ment instruct the Bureau of In 
temal Revenue to deny income 
tax deductions covering the cost 
of A&P's ad campaign of de¬ 
fense against the Justice De¬ 
partment’s anti trust suit. Sen¬ 
ator Gillette said he wants to 
learn to what extent markup, 
advertising and other costs, con¬ 
tribute to the spread between 
the price farmers and other pro¬ 
ducers receive for their com¬ 
modities, and the price paid by 
consumers. 

Bergson Tells PR Group 
Purpose of A & P Suit 

Herbert A. Bergson, assistant 
Attorney General, told the Pub¬ 
lic Relations Society of Amer¬ 
ica, meeting in New York this 
week, the A & P case is based 
upon the same conduct involved 
in an earlier criminal case in 
which the firm was found guilty 
and paid fines of $175,000. 

“A&P,” he said, "injected in¬ 
to the criminal case, as it now 
does in its advertisements re¬ 
garding the civil case, the con¬ 
tention that we were attacking 
bigness and claimed that it is 
big because the American peo¬ 
ple have made it big. On the 
contrary, the court found that 
A 4 P’s bigness was not due to 
eflSciency and enterprise but to 
the ‘predatory application of its 
mass purchasing power’ and the 
abuse of that power through 
Iwycotts, blacklisting, preferen¬ 
tial rebates, price wars and be¬ 
low-cost retailing in selected | 
areas in order to eliminate local 
competition.” ' 

Carl Byoir, head of the pub¬ 
lic relations firm handling the ! 
A&P account, declared that 
after the company had won 
three cases under the anti-trust 
laws as they then existed, the ! 
anti-trust division went from 
court to court until it found 
one that would agree with its 
views. 

■ 

Whirlpool in 55 Cities 

Newspaper advertising of 
wnirlpool home laundry equip¬ 
ment Is sch^uled to appear in 
00 key cities throughout the 
country, it is announced by 
^meteen Hundred Corp. The 
company’s 
expanded promotional program 

New U.P. Director 

Election of Frank H. Bartholo- 
mew as a director of the United i 
bv this week i 

Bailhe, president. Mr. 
^rttolomew is a vicepresident 
rific A^e;, *" the Pa- i 

editor S publisher for 


AANR Presentation 

continued from page 7 

negative, and negative ap¬ 
proaches rarely produce posi¬ 
tive results. 

"If only A&P had told its 
big story to its customers, its 
workers, its neighbors and 
friends, a year or more ago, 
just think what the immediate 
and positive reaction would 
have been when the suit was 
filed. It’s a lesson for other 
companies.” 

Labor Is in the Firm 

As background to what con¬ 
fronts American business today, 
the presentation points out: 

"In the running jump from 
the deepest depression to the 
deadliest war, we hardly no 
ticed that we had undergone a 
complete change in our way of 
life. . . . Government replaced 
business as the senior partner 
in the American economic sys¬ 
tem. And a new partner—or¬ 
ganized labor—got into the firm. 

"The old business generation 
mourned the passing of Horatio 
Alger. The new planned econ¬ 
omy generation never heard of 
him.” 

The presentation takes note 
of business’ former complex: 
“Mind your own business.” En¬ 
lightened business leaders no 
longer follow such a policy, it 
was pointed out, but private en¬ 
terprise has a lot to regain. Al¬ 
though it stands as a last bul¬ 
wark against other systems 
"whose promises may be allur¬ 
ing but whose performances are 
slim.” the presentation asserts: 

“Yet today that same Amer¬ 
ican business is neither confi¬ 
dent of itself, nor hopeful for 
its future. It is hesitant and 
uncertain. ... It lives in the 
shadow of a government, which, 
while paying it lip service, 
seems both hostile to its hopes 
and blind to its needs. . . . But 
you never see a soap box in a 
business office.” 

The way back to free enter¬ 
prise is not primarily the task 
of politicians, says the AANR 
study. “It is primarily the task 
of the enterprisers, the business¬ 
men, who find themselves to¬ 
day in such an anomalous situa¬ 
tion.” 

“This way back,” continues 
the presentation, “is no more 
compromise; it is a new oppor¬ 
tunity.” 

Recent Polls Supply Data 

The presentation cites recent 
public polls to show that after 
the recent steel strike, when 
names of many leaders of the 
industry were in the news, yet 
the two top names mentioned 
were Andrew Carnegie and 
Charles Schwab, both dead. A 
magazine panel question: “Both 
labor and management have 
made efforts to reach the public. 
Which, in your opinion, had 
done the better job?” revealed: 
62% answered labor; 21% an¬ 
swered management. 

Another section of the pres¬ 
entation presents facts to show 
that the public is misinformed 
about business, with 75% of the 
working public believing that 
stockholders take more out of 
business than do workers; 45% 

December 10, 1949 


feel that corporations make 
more money than they admit. 
A recent Gallup poll is cited to 
show the 10 people most ad¬ 
mired by the American people 
were MacArthur, Eisenhower, 
Churchill, Truman. Marshall. 
Mrs. Roosevelt, Byrnes, Pope 
Pius XII, Sister Kenny and 
Dewey—in that order. “There 
is not one businessman, not one 
leader of trade or industry, 
among the 10,” it was pointed 
out. 


Huge Editions 

continued from page 5 

184 pages— Omaha (Neb.) 
World-Herald, July, "Progress 
Edition.” 

184 pages— La Crosse (Kan.) 
Rush County News (weekly). 
May 19, Diamond Jubilee Edi¬ 
tion. 

180 pages— Des Moines (la.) 
Sunday Register, July 24, on 
the Register and Tribune cen¬ 
tennial. 

176 pages— Tulsa (Okla.) 
Tribune, Mon., Nov. 7, Progress 
(new plant) Edition. 

172 pages— Pensacola (Fla.) 
News-Journal, October, “Prog¬ 
ness Edition,” and marking open¬ 
ing of new plant. 

170 pages— Kansas City ( Mo.) 
Star, Sun., Sept. 11, largest in 
history. 

168 pages— Burlington (N. C.) 
Times-News, May 9, Centennial 
Edition. 

166 pages— Wichita (Kan.) 
Eagle, Sun., Sept. 25, Kansas 
Empire. 

162 pages — Minneapolis 
(Minn.) Star and Tribune, Sun., 
May 22, opening of new plant. 

160 pages — Los Angeles 
(Calif.) Mirror, Oct. 11, first an¬ 
niversary. 

150 pages— Norristown (Pa.) 
Times-Herald, June 15,—150th 
anniversary. 

150 pages — Spartanburg (S. 
C.) Journal, Sat., Nov. 26,— 
105th anniversary. 

148 pages— Maryland Gazette, 
Annapolis weekly. May 19,— 
300th anniversary of the city. 

144 pages— Elgin (Ill.) Cour¬ 
ier-News, November, 75th an¬ 
niversary. 

140 pages— Augusta (Ga.) 
Chronicle and Herald, Sun.. 
Nov. 13, dedication of new plant. 

140 pages— Hastings (Neb.) 
Tribune, Feb. 28, first “Tapeline 
Edition” since 1942. 

136 pages— Monterey (Calif.) 
Peninsula Herald, Aug. 27, cen¬ 
tennial of constitutional govern¬ 
ment. 

134 pages— Houston (Tex.) 
Chronicle, Jan. 17, “Progress 
Edition.” 

132 pages— Marquette (Mich.) 
Mining Journal, May 10—100th 
anniversary of city. 

132 pages — Greenfield (O.) 
Times, Sept. 1, Sesqui-Centen- 
nial Edition. 

128 pages— Kilgore (Tex.) 
News-Herald, Sun., Aug. 28— 
19th oil anniversary of Kilgore. 

128 pages— Altoona (Pa.) Mir¬ 
ror, Aug. 6, city’s 100th anni- 
vers^^•y. 

124 pages— Santa Fe New 
Mexican, Aug. 24, Centennial 
Edition. 

120 pages — Washington (D. 
C.) Star, Nov. 10. 


120 pages— Zanesville (O.) 
News, Sun., Oct. 23—10th birth¬ 
day. 

116 pages — Wenatchee 
(Wash.) Daily World, May, Ap¬ 
ple Blossom Festival. 

116 pages—St. Louis (Mo.) 
Globe - Democrat, Thanksgiving 
Day, 204,171 lines of advertis¬ 
ing. 

114 pages— Texarkana (Tex.) 
Gazette, Sun., Aug. 28, saluting 
Clyde E. Palmer, editor and 
publisher. 

112 pages — tabloid — Boston 
(Mass.) Record and American, 
Nov. 25. 

110 pages— Bradenton (Fla.) 
Herald, Nov. 27, Mailaway Edi¬ 
tion. 

108 pages— Richmond (Calif.) 
Independent, October, dedica¬ 
tion of Memorial Civic Center. 

108 pages— Muncie (Ind.) 
Star, Sun., May 29—50th anni¬ 
versary. 

108 pages— Visalia (Calif.) 
Times Delta, May 27, Rodeo and 
Homecoming. 

108 pages— Kingsport (Tenn.) 
Times, Sun. Sept. 25—25th an¬ 
niversary. 

106 pages— Phoenixville (Pa.) 
Republican, July, city’s centen- 
nal. 

100 pages— Little Rock (Ark.) 
Democrat, Sun., Jan. 9, salute 
to the new governor, Sid Mc- 
Math. 

96 pages— Spencer (la.) Daily 
Reporter, September, Clay 
County Fair. 

96 pages— Buffalo (N. Y.) 
News, Dec. 7, with 184,500 lines 
of advertising. 

88 pages— Longview (Wash.) 
News, August, city’s silver ju¬ 
bilee. 

80 pages — Austin (Tex.) 
American-Statesman, March, to 
welcome Air Force. 

80 pages— New York Herald 
Tribune Weekly Book Review, 
Sun., Sept. 25, on book review’s 
25th anniversary. 

80 pages — St. Petersburg 
( Fla.) Times, Thanksgiving 
Day, with three 16-page Christ- 
was shopping sections. 

72 pages — Grand Rapids 
(Mich.) Press, Feb. 5, American 
Opportunity Week. 

72 pages— Waynesboro (Va.) 
News-Virginian, Oct. 13, salute 
to 20th anniversary of duPont 
plant. 

■ 

Carpet Industry Plans 
Heavy Local Promotion 

Natural Bridge, Va. — The 
carpet industry will concentrate 
its public relations program in 
1950 on work at local levels. 
Merrill A. Watson, president of 
the Carpet Institute, told the an¬ 
nual sales conference of James 
Lees and Sons Co. here. 

Highlight of the program, he 
said, will be the second annual 
Carpet Fashion Opening. April 
17 to 27. A plan book has been 
developed for retailers, contain¬ 
ing ideas and suggested adver¬ 
tisements for the opening, and 
information for store advertis¬ 
ing use the year around. 

Melva Chesrown, vicepresi¬ 
dent of the Fred Eldean Organ¬ 
ization, Institute public relations 
counsel, said more than 50 
newspapers were planning spe¬ 
cial sections or supplements as 
part of the Carpet Fashion 
Opening program. 


61 


25-Year Club 
At Lawrence 
Enrolls 37 

Lawrence, Mass. — Thirty- 
seven executives and employes 
of the Lawrence Eagle-Tribune 
who have each completed 25 or 
more years—for a grand total 
of 1,157 years—of service in the 
employ of the two newspapers, 
were honored Dec. 3 when Pub¬ 
lisher Irving E. Rogers gave the 
women silver dress ornaments 
and the men silver signet rings. 

More than 200 employes and 
friends gathered at the Andover 
Country Club to attend a 
dinner-dance which was high¬ 
lighted by the organization of 
the 25-year club within the 
Eagle-Tribune Associates, which 
is composed of executives and 
employes who have completed 
15 or more years of service and 
whose total membership is 73 
with a combined service of 1,855 
years. 

SO-Yeor Employe 

Mr. Rogers paid his compli¬ 
ments to the loyalty of the vet¬ 
erans, one of whom, Ambrose L. 
McLaughlin, foreman of the 
Tribune composing room, will 
attain the golden jubilee of his 
association with the newspapers 
in June. Speaking for the vet¬ 
erans, Mr. McLaughlin traced 
the progress of the papers from 
their handset days. 

Another feature of the pro¬ 
gram was the presentation of 
his ring to Mr. Rogers by his 
son, Irving E. Rogers, Jr., who 
represents the fourth genera¬ 
tion of the Rogers’ family iden¬ 
tified with the organization in 
59 years. In addition to honor¬ 
ing his father, the junior Rogers 
also remembered his mother 
with a corsage. 

The Rogers’ dynasty in news- 
paperdom began in 1890 when 
the late Alexander H. Rogers 
became a reporter with the 
Lawrence Daily Eagle, estab¬ 
lished in 1868. The Evening 
Tribune came into being in 
1890. 

In 1898, the late Alexander H. 
Rogers formed a partnership 
with the late H. Franklin Hil¬ 
dreth, under the firm name of 
Hildreth & Rogers and upon the 
latter’s death, Mr. Rogers as¬ 
sumed control. He continued as 
publisher until his death in 
1942 when the reins passed to 
his son, Irving. The first of the 
Rogers family to come to New 
England, Barnett Rogers, a pub¬ 
lic official who served the town 
of Andover with distinction, 
served as a director in the com¬ 
pany for many years. 

$100,000 for Charity 

The occasion of the tribute 
to the 25-year group also rep¬ 
resented the 15th anniversary 
of the organization of the Eagle- 
Tribune Associates which was 
founded in 1934 by the late Al¬ 
exander H. Rogers. It was one 
of two undertakings close to his 
heart, the other being the 
Eagle - Tribune Santa Claus 
Fund which he instituted 25 
years ago this Yuletide, and 
which has, in the intervening 
time, raised approximately 

62 



Irving E. Rogers, left, publisher of 
the Lawrence (Mass.) Eagle- 
Tribune, receives from his son, 
Irving E. Rogers, Jr., a silver sig¬ 
net ring to mark his 25 years’ 
association with the newspapers. 

$100,000 for providing Christ¬ 
mas Cheer for the underprivil¬ 
eged of the community. 

On Dec. 19, 1937, Mr. Rogers 
founded Radio Station WLAW, 
a 50,000-watt outlet with studios 
in Lawrence, Boston and Lo¬ 
well. 

Irving E. Rogers, after com¬ 
pleting his education at Dart¬ 
mouth College and at the Uni¬ 
versity of Wisconsin, School of 
Journalism, became associated 
with his father in 1923, serving 
in various departments and 
later as managing editor of the 
Eagle and assistant to the pub¬ 
lisher until 1937 wVicn he as¬ 
sumed duties as general man¬ 
ager of the radio station. 

Four Groups 

The Rogers’ enterprises are 
divided into four separate 
groups: the Eagle-Tribune Pub¬ 
lishing Co., which publishes the 
Lawrence Daily Eagle and the 
Evening Tribune; the Hildreth 
& Rogers Co., owners and oper¬ 
ators of WLAW and WLAW- 
FM; Eagle-Tribune, Printing, 
the commercial printing plant 
which among other productions 
publishes the Andover Towns¬ 
man, also directed by Irving E. 
Rogers, and the Eagle-Tribune 
Realty Co., to which all news¬ 
paper properties are assigned. 
■ 

'Old Man Heck Club' 

Gets New Members 

Charleston, W. Va.—Ranks of 
the Charleston Gazette’s “Old 
Man Heck Club” were increased 
by five staff members of the pa¬ 
per this week at a buffet dinner 
and cocktail party in the Press 
Club. 

Only employes with a mini¬ 
mum of 15 years service on the 
paper are eligible for member¬ 
ship. The club now has 54 en¬ 
rolled. 

Harry L. Flournoy, retiring 
president, gave a diamond-set 
pin to Paul Fite, head of the 
stereotyping department, for 25 
years of service. Robert A. 
Frame, composing room mainte¬ 
nance chief, was given a sap¬ 
phire pin for 20 years’ service. 

Mrs. W. E. Chilton, Sr., W. E. 
Chilton, Jr., publisher, and Rob¬ 
ert L. Smith, general manager, 
thanked the veteran staffers for 
their loyalty. Chief Engraver 
Maynard P. Wright was elected 
president. 


Special Section 
On Puerto Rico 
Gets Heavy Ads 

Of the 43,000 lines of adver¬ 
tising carried in the special 
economic review of Puerto Rico 
in the Dec. 5 issue of the New 
York Herald Tribune, more 
than half came from firms that 
had never advertised in a 
United States paper before. 

Pearce Chauncey, of the Her¬ 
ald Tribune advertising depart¬ 
ment, spent six weeks in Puerto 
Rico convincing the country’s 
industrialists of the value of 
advertising in the U. S. ’The 
result was a 24-page special sec¬ 
tion that had at least 1,200 more 
lines of ads than last year’s 
Puerto Rico review. 

History of the Section 

Mr. Chauncey, who also 
worked on the 1948 section, said 
the impetus came from the 
paper’s desire to have the same 
sort of business review and eco¬ 
nomic forecast for Puerto Rico 
that the HT over a period of 
years has published for the 
Continental United States, Can¬ 
ada and Mexico. 

Several thousand copies of 
the section were air expressed 
to Puerto Rico for distribution 
Dec. 7 with Diario de Puerto 
Rico. 

Ads obtained by Mr. Chaun¬ 
cey fell into three categories— 
institutional advertising from 
companies that sell bonds in 
and seek capital from the U. S., 
telling the story of how they 
are using their capital; firms 
that export goods to the U. S., 
and those interested in attract¬ 
ing tourists. 

Editorial work on the issue 
was done by Reporter Ralph 
Chapman, who spent two hectic 
weeks in Puerto Rico. His job, 
he said, was “tremendously 
complicated” by the fact that 
two Congressional subcommit¬ 
tees were on the island at the 
same time. 

The complications were three¬ 
fold—first, Mr. Chapman said, 
the congressmen constantly had 
appointments with people he 
wanted to talk with; secondly, 
there was a great deal of social 
to-do over the visitors; and 
thirdly, Mr. Chapman felt his 
interviewers were not as out¬ 
spoken with him as they might 
have been without the presence 
of the Washington visitors. 

Had Heavy Work Schedule 

For a week before he left 
New York, Mr. Chapman col¬ 
lected all the material and art 
on Puerto Rico that he could 
find. Through a publicity firm 
in San Juan he set up appoint¬ 
ments with industrial and gov¬ 
ernment leaders. 

He had appointments daily 
from 9 a.m. through 7 p.m., then 
spent his evenings collating his 
notes and writing some of the 
longer stories. He also collected 
material for articles written by 
the paper’s specialists—on ship¬ 
ping, aviation and industry. 

Everett Walker, HT assistant 
managing editor, was in charge 
of editorial production for the 
edition, with Mr. Chapman as¬ 
sisting. 



John A. Park, left, editor of Ik 
Raleigh Times, greets Dr. In 
gard Foerster, German 
principal who brought thankiiot 
his book distribution campdfiL 

Park Receives 
Thanks for Books 
Sent to German] 

Raleigh, N. C.—John A Park, 
editor and publisher of tilt 
Raleigh Times, had more ream 
last week to feel happy ore 
the results of the ^ks-for 
Germany campaign he launched 
in 1947 after a visit to the war 
stricken country. 

The campaign resulted ii 
more than 1,0()(),000 books and 
magazines being sent to Ger 
many, and Mr. Park has re 
ceived many expressions of 
gratitude from residents of the 
country. Last week, he re¬ 
ceived a personal visit from Dr 
Irmgard Foerster, principal o! 
the high school in Kronbert 
Germany. 

Dr. Foerster, one of a groi? 
of German educators in this 
country to study educationil 
methods, sought out the Ralei^ 
editor to give him her personel 
expression of thanks. 

Mr. Park received support ii 
his Books-for-Germany drive 
from President Truman, Gov. 8. 
Gregg Cherry, many other fed 
eral and state officials, and from 
many leading educators. 

Mr. Park’s trip to Gennaiif 
also resulted in another proj¬ 
ect to aid residents of tint 
country. After he returned k 
America, he made arrangemenu 
for two Berlin girls to com^ 
this country and enroll m stj- 
dents at Duke Univeraty h 
Durham and Peace Junior W 
lege here. The girls, 

Reinsch and Doris Hillenbr» 
are frequent visitors in the e® 
tor’s home. ’They 

peared with him 
ally every civic club in RaW 
to describe conditions in w 
many during and after the wir 


Jook of Experience 

Detroit — ITie Detroit 
as published “IJe Hw 
peaks Plain,” a book of 
d letters to the Experienj* ^ 
mn of the newspaper, edltso ■ 




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^ounJ Oheir ^eais 

Men Read All About It 
If It’s Unmentionable 


women’s organization might 
have reader interest and might 
encourage enlistments. He se¬ 
lected Beulah Schacht to cover 
the assignment. In her usual 
enthusiastic manner, Beulah 
information, visited 


gathered 

with the gals, had photos shot vTl 

and came up with an informa- 

tive end selling story. ^ 

And, it was literally a selling 
story, according to Lieutenant 
Rohde, who, in a letter to the 
Globe-Democrat’s editor, said: 

. . call it the ‘power of the 
press’ or the power of Beulah 

Schacht’s pen, or the power of HHHrlBHIlHkBHIHI 
the Globe-Democrat’s Women’s 

Section—whatever, it achieved ix/nv Trt TMTtlll 

amazing response. Before the ^1” W/\I 
story ran, we had just 17 in- Herbert B. Elliston. editor oi the 
terested women come in. After Woshington (D. C.) Post and 

the story ran, more than 300 Mrs. Elliston board a Trans 

local young ladies of the St. World Airline constellation for 
Louis area made inquiries and Paris, on way to New Delhi, 
applications. India, where Mr. Elliston will ot- 

“I can’t help but feel that tend the Institute oi Pacific 

news coverage of this sort is a Relations, 

distinct patriotic contribution 
on the part of the St. Louis Hello. Mr. Elliston? 

Globe-Democrat. Washington —“Until half-past 

noon yesterday, when Treasury 


undies regularly get shifted 
from the woman’s pages to the 
general news columns and some¬ 
times to the front page. 

"One of my most popular 
stories was about ‘a sheer night¬ 
gown with a shy look,’ ’’ she ob¬ 
serves, rather forlornly. 

Actually, she’s not too upset 
about it She writes on the 
theory that fashions can be han¬ 
dled as straight news, and made 
interesting to both women and 
men. In addition, she does gen¬ 
eral assignment — and has 
watched a story weave its way 
out of the woman’s pages into 
the general news division. 

For instance, when she inter¬ 
viewed Actress Faye Emerson 
for her personalities column, 
“In A Woman’s World,’’ Faye 
tipped her off about Hubbie 
Elliot Roosevelt’s Christmas 
tree venture. Miss Battelle’s 
C^istmas tree story was a spot 
news feature that got big play 
in news columns. When Faye cut 
her wrist and the couple was 
estranged. Miss Battelle was 
still covering the story. 

"And now,” she says, “here 
it is Christmas tree time again.” 

The woman’s editor, only 27 
years old, is a Dayton, Ohio, 
girl who got her first job—the 
first she ever applied for—as a 
$25-a-week reporter for the 
Dayton Journal-Herald in 1944. 
On general assignment, she won 
prizes in Ohio Newspaper 
Women’s Association contests, 
turned out a teen-agers’ column 
and versified police court news. 
In her last poem—a long Beg¬ 
gar’s Night piece—she duly 
doggerelled all those who had 
had accidents and run afoul of 
^ law the night before, and 
de^ite some long foreign 
uames, she didn’t disrupt the 
meter, she’s proud to say. 

Came East Sow West 

In 1947 she came to New York 
with the disapproval of her 
^ents and about $65 left after 
m^g a one-way coach ticket. 
She r.- ■, 

hamburgers cost 40c. 

But in about 
before her 


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Dr. IiB' 

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impoigft 


Plcmdits for a Reporter 
Chatham, Ont.—Victor Lauri- 
ston, 68, was given a dinner 
Dec. 4 honoring him for his 
achievements as novelist, his¬ 
torian and newspaperman. He 
now is police reporter for the 
Chatham News. as only" a bad case of mistaken 

Canada’s health minister, Paul identity can make a recital. 
Martin, praised Mr. Lauriston “I was only casually aware of 
for writing two novels, “Inglori- a fellow-Elhston named Herb, 
ous Milton” and “The 21st with whom Secretary Snyder 
Burr,” and historical articles, was about to confuse me. ’The 
and for his work on newspapers Elliston named Herb has some- 
here since 1904. Prime Min- thing to do with the Washington 
ister Louis St. Laurent and for- Post. He’s the editor,” Tom El¬ 
mer Prime J^nister Mackenzie listen informed his readers. 
King sent congratulatory mes- In any event. Secretary Sny- 
sages. der didn’t discover he wasn’t 

Replying, Mr. Lauriston said talking to the Washii^on Port 
he considers a reporter covering . ^iter he had asked 

police court as important as the Tom Elliston s advice on an- 
presiding magistrate. He said 

the reporter must give a fair the Chicago 

report of both sides oi a case. Tribune, ^e Times-Herald is 
because those reports give most Chicago Trilmne. 

readers their only education in The newspa^r tinned its desk 
the laws under which they live, loose on Ae story and they 

/vontA vanfn irtA HAfaWliriA* 


APIA 
of the 
e reuoc 

ipy OTB 
ooks-for 
launchoi 
the wv 


Phyllis Battelle 

covered the Lonely Hearts mur¬ 
der trial, the UN and Humphrey 
Bogart's night club panda ex¬ 
pedition. 

She was due to get the story 
on the Paul Robeson rally at 
Peekskill, N. Y. but was called 
off it at the last minute. (She 
was also replaced for part of 
the Lonely Hearts trial when 
the evidence got pretty rough.) 

“Chivalry has just about killed 
dangerous assignments for 
women reporters,” she says. 

Her unilateral activities have 
included writing a children’s 
book in verse about twin hippo- 
pomatuses (unpublished) and 
designing a reporter’s game 
called “Let’s Go to Press” which 
is sort of like “Monopoly.” 

She gives this reason for her 
belief that fashion copy should 
be de-jargoned so men will find 
it readable too: “Men not only 
have to look at what the girls 
wear, but frequently they have 
to pay for it.” 

Patriotic Contribution 
St. Louis, Mo. —How the col¬ 
umns of a newspaper and the 

- - ability of a feature writer can 

was horrified to discover perform a worthwhile patriotic 
‘ service was brought to light by 

two weeks— Col. C. P. Van Ness, and Lieut. 

- —. money ran out—she A. W. Rohde, Jr., U. S. Marine 
a job through an employ- Corps, 
ent agency writing fashion It came about when the two 
Marine officers visited the St. 
trl Daily. A Louis Globe-Democrat and ex- 

wnui lAt», she got a job as plained to Feature Editor Justin 
•™on editor for INS and later L. Faherty their concern about 

editor. the lack of enlistments and in- - ..... 

“'■sJ.DIS story was inter- terest in the Women’s Marine Douglas MacArthur, 

* West, who had Reserve Platoon of St. Louis. right, Gen. J. Lawton C 

*0 say about the men Mr. Faherty, sympathetic to Army Chiei of StafL Mrs. 

iner life and the life in her the officers’ problem, decided a made the picture at Hi 

“wj. Miss Battelle now writes good feature story about the Airport 

editor 4 PUBLISHER for December 10. 1949 


ilted ii 
ioks lod 
to Ge 
has R- 
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ts ol the 
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from Dt 
ocipal o! 
Cronberj. 


a group 
in this 
lucatiooii 
e Raleigh 
' penoDil 


ly drive 
n. Gov. R. 
other led 
and froDi 
)rs. 

Germu; 
her proi 
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■turned to 
angeroeos 
0 come to 
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irersity h 

unior Col 
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have If 
lore virtr 
in Raleigh 
IS in <!*■ 
>r thew# 



C. N, Wheeler, 
Chi. Political 
Writer, Dies 

Chicago — Charles Newton 
Wheeler, 75, Chicago Daily 
News political editor, died Dec. 
3 at his home here after an ill¬ 
ness of several months. He was 
former president and honorary 
life chairman of the Chicago 
Press Veterans Association. 

He was memoralized as “the 
reporter eternal” in a resolution 
adopted by the Association at its 
annual dinner shortly after his 
death. 

"He gave to us freely of his 
talents,” the resolution stated. 
“He was our Socrates, sharing 
with us the wisdom of the an¬ 
cients. He was our Demosthenes, 
our best orator. And our Homer, 
telling us tales.” 

Political leaders, headed by 
Governor Stevenson and Mayor 
Kennelly, gathered with news¬ 
paper colleagues from all Chi¬ 
cago dailies to pay their final 
respects to Mr. Wheeler on 
Tuesday in the Peoples Church 
of Chicago. 

Mr. Wheeler, dean of Chicago 
political editors, had been a re¬ 
porter for 53 years. He had 
covered every Presidential cam¬ 
paign since the Bryan-Taft race 
in 1908. His last active work 
was covering the 1949 Illinois 
legislative session. 

Was Widely Known 

Charlie Wheeler, who called 
himself the youngest reporter in 
Chicago “from the neck up,” 
had a nationwide acquaintance 
with political leaders and was 
honored by the Chicago City 
Council in resolution last sum¬ 
mer. He was a classical scholar 
whose ability as an orator was 
generally recognized by news¬ 
papermen and politicians alike. 

He came to Chicago in 1907 
from Joliet, Ill., where he had 
been a street car conductor, 
steel worker and reporter. He 
became political editor of the 
old Inter-Ocean. He had pre¬ 
viously scored a scoop on the 
death of Gov. John P. Altgeld, 
who died in his arms in a Joliet 
hotel room. 

In 1914, he joined the Tribune, 
where he worked six years, two 
of which were spent abroad as 
chief of the London bureau and 
as war correspondent in France 
during the closing months of the 
first World War. He was polit¬ 
ical editor of the old Herald & 
Examiner from 1921 to 1939. 
when he joined the Daily News. 

Spokesman for De Valera 

During the course of his long 
and colorful newspaper career, 
Mr. Wheeler took time out twice 
to engage in public relations for 
a brief spell. He was “public 
relations adviser” for De Valera 
and the free Irish government, 
and for two years before the 
1929 depression, he was assistant 
to the president of the Illinois 
Power and Light Co. 

Noted for his objective re¬ 
porting, his advice to political 
reporters was: “Forget about 
your paper’s editorial page. Go 
out and try to paint the picture 
as you see if. No matter what 



Charles N. Wheeler 

your mind may be, you should 
write your story as an artist 
paints a picture. You are a 
painter, not an interpreter.” 

Mr. Wheeler was born July 28, 
1874. in Steuben. O. Surviving 
are his wife, Laura, and five 
sons, including Charles, Jr., of 
the Chicago Sun-Times editorial 
department. 

m 

Frank Miller, ‘Barney 
Baxter' Artist, Dies 

Frank Miller, 51. creator of 
the King Features Syndicate 
comic strip “Barney Baxter” 
died in Daytona Beach. Fla., 
Dec. 2 after being in ill health 
for several years with a heart 
ailment. 

King Features said it does not 
plan to continue the strip with 
a substitute artist, but that the 
artist's widow might wish to ar¬ 
range for its continuance. 

Mr. Miller was born in Shel¬ 
don, la., and worked for the 
Denver Post and the Rocky 
Mountain News. He was recog¬ 
nized for his water color paint¬ 
ings as well as for his aviation 
strip, begun 13 years ago. 

■ 

New York AP Group 
Elects D. S. Perrin 

Albany. N. Y.— Dwight S. Per¬ 
rin, executive editor of the Syra¬ 
cuse Herald Journal, a Newhouse 
newspaper, was elected presi¬ 
dent of the New York State As¬ 
sociated Press Association here 
this week. He succeeds Joseph 
T. Adams, managing editor of 
the Rochester Times-Union, a 
Gannett daily. 

John C. Hadley, managing ed¬ 
itor of the Utica Daily Press 
(Gannett), was elected vice- 
president, and Norris Paxton, 
AP Bureau chief at Albany, was 
renamed secretary-treasurer. 

“Best of show” award in the 
association's photo contest went 
to Charles Hoff, New York 
News, for a boxing shot. It was 
one of seven prizes won by 
News staffers. 

“Firsts” included: Spot news, 
large papers. Nat Fein. New 
York Herald Tribune; small pa¬ 
pers, Roy C. Crogan. Niagara 
Falls Gazette. Features, Mr. 
Fein, and C. B. Sellers, Jr., Sche¬ 
nectady Gazette. Sports, Mr. 
Hoff, and Leslie C. Cooke, Wa- 
tertown Daily Times. 


©bituarp 


Leonard L. Allen, 89, Grange 
market editor of the Watertown 
(N. Y.) Times and author of the 
only published history of the 
New York State Grange, Dec. 5, 
at Watertown. 

Henry E. Farnham, 54, former 
city editor of the Portland (Me.) 
Evening Express and political 
writer for the Guy Gannett 
Newspapers, former Associated 
Press editor in Portland and 
Pittsburgh, Dec. 3, at Togus, Me., 
after a long illness. 

Stephen A. Greene, 69, head 
of the news library of the Provi¬ 
dence (R. I.) Journal and Bulle¬ 
tin since 1931, Dec. 2, at Provi¬ 
dence. He had worked for the 
papers since 1910, starting as a 
reporter. 

Horace H. Bancroft, 84, for¬ 
mer editor of the Jacksonville 
(Ill.) Journal and Chicago Tri¬ 
bune correspondent for 45 years, 
Dec. 2, at Jacksonville. He ed¬ 
ited the Journal for five years 
and was in the insurance busi¬ 
ness for 25 years prior to his 
retirement in 1940. 

Mrs. E. Grant Reed, mother 
of Philip G. Reed, managing ed¬ 
itor of International News Serv¬ 
ice, Dec. 1, at Evanston, Ill. 

Ralph M. Williams. 54, Chi¬ 
cago Sunday Tribune book sec¬ 
tion staffer, recently, at his home 
in Wilmette, Ill. He had been in 
newspaper work for 28 years, 
and before joining the Tribune 
was Sunday and telegraph edi¬ 
tor of the old Chicago Herald 
and Examiner. 

Owen Staples. 83, who re¬ 
tired two years ago after more 
than 60 years as a cartoonist for 
the Toronto (Ont.) Telegram, 
Dec. 6, at Toronto. His paint¬ 
ings have been exhibited in 
galleries in England. Canada 
and the United States. 

William D. Keenan, 67, who 
retired in 1944 as advertising 
manager of the Indianapolis 
(Ind.) Star after 38 years with 
the paper, Dec. 6, at his home 
in Indianapolis. He was a guid¬ 
ing spirit in the early formation 
of the Newspaper Advertising 
Executives Association. 

Elmer C. Pratt, mechanical 
superintendent of the Camden 
(N. J.) Courier-Post for many 
years prior to his retirement in 
1947, Nov. 30, two days after the 
burial of his wife. 

Robert W. Reed, 58, assistant 
managing editor of the Kansas 
City (Mo.) Star, Dec. 8, after 
an illness of several months. An 
Army colonel, he served during 
World War II as head of the 
Seventh Service Command’s 
public relations section, and un¬ 
til his death was active in the 
Missouri Department of the Re¬ 
serve Officers Association. 

■ 

AP Contrtict Suit 

East St. Louis, Ill.—Suit for 
$3,105.90 damages was filed in 
Federal district court here Dec. 
5 by the Associated Press 
against Harry L. Crisp, publish¬ 
er of the Marion (Ill.) Evening 
Post, charging breach of con¬ 
tract. 


Cooperation in AP 
Stressed in Oklahoma 

Norman, Okla. — Associated 
Press newspaper members is 
Oklahoma have a new president 
who promises to “put them to 
work” in helping to improw 
the news coverage within th» 
state. 

That warning was sounded 1» 
A1 Wilson of the Chickasha Ei 
press after he was elected to 
head the Oklahoma Associsted 
Press Editorial Association st 
its Nov. 26 meeting here. 

“We have wonderful possi 
bilities to go ahead on the de 
velopment of the Associated 
Press service,” Mr. Wilson told 
AP editors and publishers, "(i) 
operation by the members, how¬ 
ever, can be improved consider 
ably.” 

In addition to pledging their 
increased support in supplyin. 
their news to other AP mem 
bers, the Oklahoma group voted 
funds to provide another man 
for the AP staff in Oklahoma 
City. 

Mr. Wilson succeeds John L 
Stone of the Muskogee Phoenir 
and Times Democrat. Gareth 
Muchmore of the Ponca Citj 
News was named vicepresident 

CLASSIFIED 

ADS 


SITUATION WANTED 
(Cash with Order) 

I time—$.50 per line 
•4 times—$.40 per line 

HELP WANTED AND 
ALL OTHER CLASSIFICATIONS 
I time—$I.(X) per line 
*2 times—$.90 per line 
•4 times—$.80 per line 
*For consecutive insertions of hm 
copy. 

3 lines minimum. 

Oonat approximeteir five, 6 litte 
worde, one line. 

Ada with white space and/or typ* d 
8 pt. caps and over computed oi ipt) 
measure basis of 14 lines per eeleai 
Inch. 

Oonnt four words for box sianr. 
No abbreviationi. 

There is an additional charge d 6 
cents for the use of a box number ce 
each order. Postage charges incensJ 
for forwarding PACKAGES will be 
added. 

forms close Wodneedsy scoi. 

WHEN ANSWERING BLIND AK 
please address them as followi: w 
Number. EDITOR & PUBLISHER. I« 
Broadway. New Yorit 18, N. Y. W 
NOT SEND ORIGINAL MATKWL 

NEWSPAPER—BROKEKS , 

W KlSTliltN DAILlJiS, WKEKUM 
Downs & Oo. . 

lt)46 Washington, DeuTor, Ooleg 
SOUTHERN NEWSPAPEM 
BOUGHT. SOLD, APPIUIS® 
Newspaper Properties SiuM Irw 
L. PARKER LIKELT 
Times Building St. Petersberg. ra 
MAY BROTHERS, Bingbsatoe. It^ 
Established 1914. Newspapers 
and sold without pub liritr. 

★★ Personal aervice backed 
years experience in the "es*- ,[*7 

W. Stypps. 825 Market 81. 8tt W 
cisco .5. Calif. 


EDITOR (5. PUBLISHER for December 10, 



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sociaM 
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John L 
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resident 


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lATERIAL 




NEWSPAFER-BROKERS 


MECHANICAL EQUIPMENT FOR SALE MECHANICAL EQUIPMENT FOR SALE MECHANICAL EQUIPMENT FOR SALE 


prosperous Iowa. Nebraska, South 
Sklla Newspapers. Herman Koch, 
■^10 Nebraska St., Sioux City, Iowa. 

29-year-old agency operates on 
llw basis of a square deal for buyer 

ui Veighner Agency, Box 192, Mt. 
pi.Msnt. Michigan, _ 

'confidential INFOKilATlON 
Daily Newspaper Properties 
W H. niu rer Co., Ventura. California. 

For any site paper contact 
ODETT & ODETT, Brokers 
Publishers for Many Years 
p 0. Box 527, San Fernan do, Calif. 

newspaper valuations I 

Tax and all other purposes. I 

A. S. VAN BENTHUYSEN 
ue Ocean Avenue. Brooklyn. N. Y. | 

I SPECIALIZE in Southern Newspa- | 
ner and Printing properties. Have 
'ome excellent investments now. As a 1 
successful publisher of long experi- ! 
ence I can help get you started mak¬ 
ing money in a new field. J. B. Snider, I 
Uroker-Consultant, Bay St. Louis, I 

Mississippi. _ 

MIDWEST PAPERS: Bailey-Krehbiel 
Service. Successors to Clyde H. Knox, 
21 8 19 Journal Bldg., Salina, Kansas. 

advantageous buys in western I 
nesspspers. Marcus Griffin & Asso- I 
cisles. Box fiUS, Tucumcari, N. Mex. 

ESTABLISHED NEWSPAPERS 
with profitable records on fair terms 
J. R. GABBERT I 

3937 Orange St., Riverside, Cal, i 


PUBLICATIONS FOR SALE 

CALIFORNIA weekly located in the 
fastest growing city in California. Best 
climate, pleasant locale, outstanding 
future, prosperous present. This is an 
exceptional newspaper. Price is $90,- 
000 with $30,000 cash required. J. A. 
Snyder, 3570 Frances Ave., Venice, 
I’alif. SM. 78744, VE. 87297. _ 

FUIRID.A WEEKLY, priKsp,-rolls win¬ 
ter farming area, grossing over 
000. Price $9,000. with only $.">.000. 

■ ssh. A good opportunity for a cap¬ 
able newspaper man to develop a 
valuable property. The R. H. Berg I 
Co.. Box 55, Melbourne. Flu. _ 

UXIAL magazine. 5M circulation in 
delightful seacoast area. Will provide 
excellent living for working publisher. I 
♦S.OOO. terms. ' 

SHORELINKR MAGAZINE i 

_ Guilford, Conneetie ut 

O.VE NATION’S best weeklies, ABO ■ 
7.000; $125,000 volume; $40,000 cash I 
necessary; East-coast. Box 4664. I 

Editor A Publisher. _ 

OREGON COUNTY SKAT. Unopposed 
weekly. Below gross. $15,000 han¬ 
dles. Jack L. Stoll. Box 8408, Los 

Angeles 16. Oal. _ 

WRITE FOR LATEST LIST of newa- 
P*P" Properties for Sale. MAT 
BROS., Binghamton, New York. 


PUBUCATIONS WANTED 

b^O-OOO DOWN payment on Mid-We«t 
small daily. Box 95, Nowata, Okla. 
o*Pi rfierence. 

ELDERLY PUBLlSHFaiS . . . 
looking forward to eventual retlre- 
nwnt and wishing to transfer respon¬ 
sibility of advertising and mechanical 
aepsrtments now will be interested in 
me qualificstions of two capable young 
men versed in every phase of newa- 
psper operation »-ho desire to pnr- 
ehsse interest with eventual owner- 
smp as goal. 

&r* * P"’’- 

icHANICAL EQUIPMENT FOR SALE 


FOR SALE: 

GOSS OOX-O-TYPE flatbed new-spaper 
press. No. 201. 12 years old, to make 
way for new rotary press. Has had 
excellent care; easy to operate; new 
blnnktts and rollers. 16 i-bases, 1 
double truck chase, starting box, mo¬ 
tor. Can release it when our new 
press is running, probably .Vugust, 
1950. Price: $10,000 as is. where is. 
Tile Transcript, Norman. Okla. 

FOR SALE 

Linotype Model 9 serial #2.5303 Lino¬ 
type Elcitrii- Pot, 3 U. Molds, 1— 
recessed Mold. 

LINOTYPE .MODEL 21 S.rial #46508 
—72-Cbaiiiii-l, 2 Full Length Main 
.Magazines. 1—Split Magazine on top, 
also 7—Extra Splits, Linotype Elec¬ 
tric I’ot. .Mohr Saw-. Molds 14-18-24- 
30. 

Box 761 Springfield, Mass. 

_ H. Millett _ 

GOSS 6 UNIT PRESS 
22-14'' cuc-ofT, AO drive, reels, will sell 
as two 3 unit presses. 

GEORGE C. OXFORD 
Box 903 Boise, Idaho 


16 PAGE POTTER PRESiS 
Two deck, single width, 2 plates wide, 
2114'’ cutoff, 8 col., 12 ems. Complete 
with all stereotype equipment, mat 
roller and page proof press. Thirties 
and chases. Press in good running 
order. Available now. Best offer by 
Dec. 15, 1949. takes all equipment. 
U. A. Nelson, Pres., Sentinel Pnbliah- 
ing Company, Fairmont, Minn. 

We have a large list of good used 
equipment in our files. Send us your 
requirements. Tou will save money. 

CROSS FILES 

211 Marion Bldg. 

Cleveland 13, Ohio 

FOR SALE—One light tubular finish¬ 
ing machine and one tubular casting 
box, for Duplex press. Both in good 
condition. One 3.000 Ib. remelt pot, 
gas burner, with drain in bottom. The 
following Ludlow mats in good con¬ 
dition: 60 pt. Century, caps and fig¬ 
ures only; 36 pt. Century-Italic Medi¬ 
um; 48 pt. Centnrv Medium; 48 pt. 
Clieltenham Bold. Texarkana Gazette, 
Texarkana, Texas. 


"> \i J , Linotypes 

Model C—3 Magazine Interlypps 
Model A Intertype 
K Duplex Press 

Hsibed Miehle & Babcock Presses 

northern MACHINE WORKS 

nifii J , ,. •J<‘l'f'‘'’»on Streets 
rhilsdelphia. Pennsylvania 


48 P.40E GOSS six deck Newspaper 
Press. High speed. Cut-off 23 9/16". 
Plate diameter 15". Equipped with two 
Goss folders. Tabloid attachment. AC 
motor drive. Paper roll width 33* or 
16 >4*. Overall length 26' 9". Can 
print black and one color on most 
runs. Can be inspected in operation 
daily. Available for delivery approxi¬ 
mately January 1st. Attractively 
priced. 

Contact New-spaper Division. 

Turner Printing Machinery, Inc., 2630 
Payne Avenue, Cleveland 14, Ohio. 
Phone TOwer 1-1810. 

Branches—Chicago—Detroit 


A.T.F. TY'PE, LIKE NEW USED 
only one year for proofing only. Sev¬ 
eral fonts each 6-8-10 and 12 point of 
Bodoni Book, Century Schoolbook, 
Garamond Bold, Spartan Medium and 
Sparfon Heavy, also the Italic of each 
face. Make offer to Martin Sc Pettitt, 
Inc., Adverti.sing Typographers, 604 
University St., Seattle. Wash. 


FOR SALE 

COMPLETE NEWSPAPER PLANT I 
Goss web press, 20 page standard, 40 | 
page tabloid, extra \4 fold, mat roller, 
stereotype equipment, 5 Linotypes, I 
new Ludlow, new Elrod, complete com- ■ 
posing room. Plant must be removed. | 
Quick action necessary. $35,000. cash. i 
PRINTCRAFT REPRESENTATIVES| 
277 Broadway, New York 7 


STEREO 

5000 lbs. electric remelt furnace with i 
pump, double Margach, water-cooled ] 
mold with electric hoist for metal ' 
dump truck. | 

WOOD JUNIOR AUTO PLATE 
2244", AO motor, 5 ton electric pot . 
with separator pump and spout with I 
autoeaxter and antoshaver. Pump and 
spout w-ith water cooled full page flat 
casting box. 

GOSS GIANT MAT ROLLER, AC. 
STA-HI JUNIOR MAT FORMER. AO. 
DANIELS CIRCULAR PLANER, AO. 
HOE MONORAIL STEREO SAW. AC. 

BEN SHULMAN 

317 North Broad Street 
Philadelphia, Pennsylvania j 


NEWSPAPER PRESSES 

Tubular, Rotary and Flatbed 

JOHN GRIFFITHS CO.. INC. 


IX West 42 Street 
New York City 18 


FOR SALE—16 page unit, complete 
with frames. lead roils, etc. AH in ex- 
eellent condition. This is an X pattern 
Hoe unit designed for a sheet-cut of 
2244". Available early in 1950. 

Sandusky Newspapers, Inc. 

Sandusky, Ohio 

MODEL 8 LINOTYPE J33915 with 
AO Motor, Oas Pot, 3 Magazinea, 4 
.Mold Disk, 3 Molds. Good, clean con¬ 
dition. Available immediately at 
$3,000. Alan Dietch, 71 Queensboro 
Rd., Rochester, N. Y. 


"OLIPFEK” Stereotype Saw Trim¬ 
mer, rolling table style R8CS, like I 
new, $600. I 

j A-3 Trim-O-Saw with Renter and Jig ; 
i attachment, rebuilt. $495. 

I Hammond R-3 model Radial Router, 

I rebuilt. $375. ' 

I KALAMAZOO Printing Machinery Oo., i 
I Inc.. 1523-29 North Bnrdiek St., Kala- 
- maioo, Mich. 


CUTLER-HAMMER 40/3 H.P. two 
motor full automatic newspaper press 
drives and control panels, 220 v. 3 ph. 
60 cy. AC complete with resistors and 
push button stations. Used, service¬ 
able, now available. Two are face¬ 
plate type, equipped to parallel; two 
are cross head type, will also parallel. 
Each drive will power 4 or 5 decks 
•single width, 16-page tubulars, or 
quart presses. satisfactorily. The 
EASTERN COLOR PRINTING CO. 
Waterbnry 91, Connecticut. 

TWO KOHLER REELS complete. Also 
l*ony parts to change over to either 
2244" ur 23 9/16" with vacuum. Tubu¬ 
lar 2 to 1 complete deck, extra roll 
arras. Tubular metal pot with pump, 
easting box. Form-O-Scorch. George 
C. Oxford, Boise, Idaho. 


ELROD—Model E—Electric Pot, 2 
molds. AC motor—$1750. Printers 
Trouble Shooter, New Haven, Conn. 

MODEL E ELROD with electric pot, 
AC motor, two molds, good condition, 
available immediately. Box 4649, 
Editor & Publisher. 

QOSS 28 PP. ‘'Straightline” 3 deck 
press with COLOR. 2244" cut-off, 
electrical and sterotype eqni^ent. 
Immediate delivery. George O. Heffel- 
man, 1050 S. Olive, Los Angeles 15. 


IMMEDIATELY AVAILABLE 
Two 48-page Hoe Magazine Presses. 
Maximum Imok size 15^ x 11. 

2 colors one side 1-color reverse. 

Two automatic feeders for covers and 
insertions on each press. 

New AC motors and controls recently 
installed. 

Model 8 Linotype. 

50" lOZ Seybold paper cutter. 

PRINTERS EXCHANGE 
Producers of the Speedisealer 
624 South Dearborn Street 
Chicago 5. Illinois 
Phone: Wabash 2-5344 


£DIT0R (S publisher for December 10, 1949 


24.PAGE HOE Web newspaper Press, 
2.$.9 16" i-ut-off, with complete stereo, 
equipment and -AC motor drive—avail¬ 
able now. Hoe twin-screw Flat Shav¬ 
er; Hoc radial arm Router; (ioss and 
Duplex dry -Mat Rollers; 1-tou to 4- 
ton .Metal Furnaces; Curved Casting 
Boxes for all standard sheet cuts; 
Galley and full page Proof Presses; 
NEW 'Dural” light-weight Stereo¬ 
type Cha.ses. prompt deliverieii. .\EW 
Hall Form Tables. Send for new 
Current List. Thomas W. Hall Com- 
pally. Inc.. 120 West 42nd St., New 
York 18. (Plant at Stamford, Conn.) 

GOS.S model 4.5R heavy duty Im¬ 
proved Dry Mat Roller with .YC Mo¬ 
tor. chain drive; Model 22 Linotype, 
high serial, with three 72-chaiinel 
magazines and 34-chaunel auxiliary, 
gas pot and nionomelt, .AC motor, 4 
molds. 3 fonts display mats. Box 
4715, Editor A Publisher. 

L.MT TYPE HOE OCTL PBE immedi¬ 
ately available with eentral folder, roll 
arms, tensions on both ends, arch 
type with good ink distrihiition. was 
recently refitted with 1 new folder, 
gears. bushings thronghoiil. 22 A4" 
sheet cut size, can be operated as 2 
quadruple presses with addition of an¬ 
other drive. (Many new gears, bush¬ 
ings. other parts not now installed 
available at no extra cost.) Also in- 
eluded: 1 5-ton metal pot, 2 oil burn¬ 
ers. 2 duo cooled Hoe casting Imxes. 
1 Ho- plate finisher, 1 seorcher. 1 75 
and 7 'a HP 3 phase 60 cycle 220 
volt .\C Cline Westinghouse drive 
with switehes and guards in good con¬ 
dition. 1 Cutler-Hammer eoiiveyor in 
good eondition. All this uniler $20,- 
000 boxed and crated FOB ears or 
trucks. Madison. Call or write Mr. 
E. G. Lockwood or Mike Luloff. Madi¬ 
son Newspapers. Inc.. .Madison. YVts- 


FOR SALE 

32-PAGE HOE SIMPLEX 
Single width, 2244". cut off. AC drive, 
complete stereo equipment. 

24 PAGE HOE 

Single width, extra color cylinder, 
2244" ent off, AC drive, complete 
stereo equipment. 

4 UNIT GOSS 

2244" cut off. end feed, double folder, 
stereo equipment. 

GOSS OCTUPLE 

2244" cut off, 4 deck, double folder, 
used for comics. 

HOE SEXTUPLE 

21'4" cut off, end feed, double folder, 
AC drive. 

GOSS COMET & DUPLEX FLAT BED 

BEN SHULMAN 

500 Fifth Ave.. New York 18. N. Y. 
Suite 1724. Phone: BRyant 9-1132 
Cable Address: “Shulpress New York”c 


MISCELLANEOUS FOR SALE 

BOUND A'OLUMES (newsprint edi¬ 
tions) of the New York Times. 1945- 
1949 im-lusive. excellent condition, for 
sale. Best offer. Write LIBRARY, 
PATHFINDER NEWS MAGAZINE. 
Washington 5. D. C. 

PRINTING PAPERS, carton to car¬ 
load, every type and grade. Get our 
priee. Anday Paper Company, 527 
Fifth Ave., New Y’ork 17—AL 4-0830. 


NEWSPAPER PRESS ENGINEERS 

WALLMAN Sc BAILEY 
Erecting, Rebuilding, Moving 
Entire Newspaper Plants 
975 N. Church St., or 452 Bluff St. 
Rockford. Ill. Alton, III. 

Ph.: 3-4164 Ph.: 2-1729 

LOYAL S. DIXON CO. 

NEWSPAPER PRESS ERECTORS 

Dismantling—Moving—Erecting 
New-spaper Conveyor Installations 
Service Nationwide 

738 N. Victory Blvd.. Burbank, Calif. 







NEWSPAPER PRESS ENGINEERS 

MASON-MOORE-TRACY, Inc. 
Printing Press Engineers 
Machinists and Movers 
Web, Offset, Hat-Bed Experts 

We will move, erect or repair preMei 
ANYWHKRE 

28 Eaat 4th St., Mew York 3, M. Y. 
Phone: SPring 7-1740 


NEWSPAPER PLANTS allied eqaip- 
ment, dismantled, moved, erected, local 
and long distance service. 

W. J. CASEY TRUCKING 
& RIGGING CO., Inc. 

860 Bergen St., Brooklyn 17, N, Y. 
Tel.: MAin 2-2231 


MACHINISTS—Dismantling, moving, 
assembling, entire newspaper plants. 
Repairs, maintenance, service nation¬ 
wide. 

LORENZ PRINTERS 
MACHINISTS COMPANY 

3626—31 St., Lung Island City 1, N.Y, 
STillwell 6-0098 0069 


MECHANICAL EQUIPMENT WANTED 


Oet more for your surplus equipment. 
We have a long list of purchasers in 
our tiles. Send us your list. 

CROSS FILES 

211 Marion Bldg., 

Cleveland 13, Uhio 


CHASES—4-8 tabloid with center bar 
for 204" cut-off. STA-HI MASTER 
FORMER—A.C., 3 phase, 60 Cycle for 
21^' cut-off. MATRIX ROLLER^ 
A.O., 3 phase, 60 Cycle, Hoe or Goss, 
newspaper site plate (2 tabloid 
pages). UNOTYPE $33, 6 mold 

model. Must be in good condition. 
Send complete details prices and avail¬ 
ability. PRODUCTION MANAGER, 
THE BILLBOARD PUBLISHING CO., 
2160 Patterson St., Cincinnati 22, O. 


WANTED 

Rotary and Flatbed 
Newspaper Presses 
Magasine and Gravure Presses 

BEN SHULMAN 

500 Fifth Ave., New York 18 
Telephone; BRyant 0-1182 


MODEL 14 LINOTYPE, single key¬ 
board with 34-ehanneI auxiliary. Im¬ 
mediate cash deal. American Printing 
Machinery Oo., Inc., 63 Park Row, 
New York 7, N. Y. 


WANTED 

8 page Goss Oox-O-Type Model A 
or E Duplex. 

24 page Press, preferably with Stereo¬ 
type equipment. 

We need these presses immediately. 
Advise Details 

NORTHERN MACHIN£ WORKS 
Marshall & Jefferson Sts. 
Philadelphia 22, Pennsylvania 


WANTED TO BUT: 50, 60 or 100 
H.P. Motor and Frees Control Board, 
A. 0. Current. Box No. 4701, Editor 
ft Publisher._ 


LINOTYPES—INTERTYPES 
LUDLOWS—ELRODS 

D. C. ARMSTRONG & CO. 

317 N. Broad St.. Phila. 7, Pa. 


WANTED TO BUY: Single or double 
Hoe or Goss folder, 21% or 2144 
Out-off. Box No. 4700, Editor ft Pub- 
lisher._ 


GOSS Press single width (two pages 
wide). 13ii inch printing diameter. 
21% inch cut-off or deck for same. 
Give full details and prices. Box 1042 
Editor ft Publisher. 


TWO 4-psge units, side frames for 
2-to-l Duplex Tubular Press. Balto. 
Prtg. Oo., Baltimore 2, Md. 


WANTED—8 PAGE DECK for staud- 
ard Duplex Tubular press or a com¬ 
plete 24 page Duplex Tubular Press. 
Muscatiue Journal, Muscatine, Iowa. 


MECHANICAL EQUIPMENT WANTED 


WANTED—FLATBED AND ROTARY 
PRESSES. Any make. Mat rollers. All 
kinds of stereotype equipment. Lino¬ 
type and Intertype machines. 

RICHARDSON-SOVDE CO.. INC. 

503—4th Ave. 8. 

_ Minneapolis, Minn. _ 

CURVED plate router 2214" cutoff. 
A. 0. 

Tail Cutter for 7/16* plate, 22^* 
cutoff, A. 0. 

Form-o-Scorcher curved. A. C. 

Vacuum casting box for 22)4* cutoff, 
7/16* plate. 

Casting box for 23-9/16* cutoff, 
plate. 

TENAFLY PRINTING CORP. 

15 West Clinton Ave. 

_ Tenady. New Jersey _ 

WANTED TO BUY: Single or double 
width Hoe or Goss Press, 21% or 
21% cut-off. Furnish all details. Box 
No. 4702, Editor ft Publisher. 


BUSINESS—OPPORTUNITIES 


DEM WEEKLY started anywhere U S 
if properly backed, developing local 
talent. We own four weeklies now, 
will write copy, all but local news. 
MESSENGER SYNDICATE, Smith- 
town Branch, L. I. 


BOOKS 


SURE WAY TO BOOST 
YOUR USED CAR LINAGE 

Now 101-page book, “How to Write 
Used Car Ads that Bring More Buy¬ 
ers,” reveals success-proved methods, 
gives facts invaluable in contacting 
Used Car dealers. Based on 10-year 
study by Bradford Wyckoff & Howard 
Parish. “Authors know subject well,” 
says Bob Finlay, Automotive News 
editor. “Well worth $4.95,” says John 
Munn, noted dealer counsel. Grand 
Forks, N. D., Packard dealer used 
one idea for 2-week campaign selling 
*20.000 worth of cars. Order Today I 
HOWARD PARISH Classified Adver¬ 
tising Service, Daily News Tower, 
Miami 32, Fla. 


CORRESPONDENTS AND 
REPRESENTATIVES 


WASHINGTON COVERAGE — Re¬ 
search, Conventions, Hearings, Local 
Angles; Columbia Press Service, (eat. 
1935) 738 Fifth St., NW, Washington 
1, D. 0. 


FEATURES 

^LiOIOU8“FEATURE8 
Bible Stories. Sunday School Lesson, 
Popular Hymn Stories, Do Yon Know 
That. Religious Features. 1203 Lafay- 

»tte Parkway. Williameport, Pa. _ 

WANTED; Good original sports gags, 
not drawings. Box 4655, Editor ft 
Publisher. 


NEWSPAPER SERVICES 


NOTHING IS IMPOSSIBLE 
Call In 

PURLI.SHERS ASSOCIATES 
Publishing Consultants 
225 North Michigan Avenue 
Chicago 1, Illinois 


HELP WANTED—ADMINISTRATIVE 


I AM commissioned to find top flight 
manager for southern daily in fastest 
growing town in America. Owners 
have three million dollars to make 
paper go. Opportunity to acquire ma¬ 
jority ownership. Only one with proven 
record of profitable production consid¬ 
ered. This is the best opening in the 
nation for man with limited capital 
or successful record and no capital. 
J. B. Snider, Bay St. Louis, Miss. 


HELP WANTED—ADVERTISING 


CLASSIFIED Advertising Salesman. 
Top-flight salary to top-flirbt man. 
Write Wayne Moores. Charlotte Ob¬ 
server, Charlotte, North Carolina. 


HELP WANTED—ADVERTISING 


A CONNECTICUT DAILY (25,000 
circulation) has an openin|[ for an 
ambitious and capable advertising man 
experienced in lay-out and servicing 
retail accounts. Please write experi¬ 
ence and qualifications to Box 4663, 

Editor ft Publisher. _ 

ASSISTANT CLASSIFIED MAN¬ 
AGER. Man or woman, experienced 
both in phone room supervision and 
handling office routine for entire de¬ 
partment. Write Personnel Depart¬ 
ment, The Washington Post, Washing- 
ton 4. D. C. _ 

EXPERIENCED daily newspaper ad¬ 
vertising salesman wanted for part- 
time supervisory work with students 
on large college daily. Pay not mar¬ 
velous, but chance for graduate work. 
Start February, 1950. Write Box 
4723, Editor & Publisher. _ 

PROGRESSIVE SMALL DAILY on 
East Coast wants an assistant adver¬ 
tising manager who can produce. 
Chance to advance. Please give full 
details and starting salary wanted. 
Box 4666. Editor ft Publisher. _ 

TIMES JOURNAL, Vineland, N. J., 
38 miles from Philadelphia, lOM, 
ABC, has opening for man or woman 
classified manager to head three girl 
•lepartment. Will consider a sales per¬ 
son who can sell classified and can 
develop into directing the department. 


HELP WANTED—CIRCULATION 


CIRCULATION MANAGER on South¬ 
ern daily of 80,000 circulation. Must 
be thoroughly experienced in building 
city as well as large country circu¬ 
lation. Territory offers great possibili¬ 
ties for expansion. When replying give 
age, past experiences and full refer¬ 
ences. Reply Box 4673, Editor ft Pub¬ 
lisher^_ 


HELP WANTED-MECHA W^ 

JOURNEYMAN Stereotypen, 
nent positions available. Writa^s 
or wire Stereotype Foreman, Tb 
Lake Tribune, Salt Lake Pity, D tst 

WE HAVE an opening for IntertvZ 
straight matter operator. Thoroe^ 
modern union shop. Above the swr 
age working conditions and a pleaZui 
midwest city of 20.000. The 
tiser-Tribune, Tiffin, Ohio. 


JOURNEVMAN >4eP PreesaeiTK; 
manent positions available. Writs, siU 
or wire Preaeroom Foreman, The lik 
Lake Tribune, Salt Lake OHy, (Jis^ 


LITERARY AGENCY SERVIO 


PATIO HOUSE 

Bring your writing problems to Mu- 
hattan's NEW CREATIVE CENTU. 

Lectures, Open Forums, ConsoltstiM 
Fiction, Plays, Radio, Scenarios, 
Research, Translations, MS Typiof, 
225 E. 5l8t St., N.Y.C. 22. PL. Um 


NEWSPAPERMEN’S AGENCY. Arti 
cles. Books, Fiction, Plays mtrhuei 
Bertha Klausiier, 130 E. 40 Si., h.I. 


SITUATIONS WANTED- 
ADMINISTRATIVE 


AVAILABLE after Jan. 1 to lay yih 
lisber looking for taard-workinf o- 
ecutive is 42-year-old all-aroud a- 
perienced man who was Pulitssr prin 
winner in newt end and who leeki op- 
portunity to prove value to those ip 
predating sound business jndiani 
and resourcefulneai. East prolirnd 
but will go anywhere. Box 4(01, U- 
tor ft Publisher. 


CIRCULATION MANAGER who 
knows stand and street sales thor¬ 
oughly, Eastern evening daily 50,000 
has opening for active worker In com¬ 
petitive field. Good permanent posi¬ 
tion. Correspondence confidential. Give 
full particulars, salary. Box 4659, 
Editor ft Publisher._ 


SUBURBAN AND COUNTRY ROAD 
MAN—Newspaper in South, Evening 
and Sunday, can nse services of capa¬ 
ble country roadman with ability to 
open new territory and handle exist¬ 
ing distributors and details. Write 
giving fnll details, salary, age, etc. 
Box 4640, Editor A Publisher, 


HELP WANTED—EDITORIAL 


EXPERIENCED newspapermsn vE 
take salary cut to learn busineu isl 
administrative aspects of publiihiw 
while working on editonil lUt 
Princeton (Magna Cum Lauds) )U 
Columbia University Journslisffl. Bsi 

4684. Editor ft Publisher. _ 

WEALTH of experience to offer pih 
lisber of Democratic daily or wtekb 
chain. Topflight politiral contseU. 
features, columnist, news editisg, H- 
thor numerous mag articles, radio lad 
■TV experience, 15 years Now Tort 
City daily. 3 years PR Army, 4 yein 
weekly, small daily. Relocate ait- 
where with future long range, ^slsir 
$10,000; consider part stock. Ba 
4728, Editor ft Publisher. 


AGGRESSIVE Washington serrice for 
editors has attractive opportunity for 
man in early thirties who has solid 
editorial room background. He must 
be as jealous of editorial integrity as 
our editors. He must prove own sales 
ability in order to direct sales of 
others. He can earn stock participa¬ 
tion without Investing any of his sav¬ 
ings by demonstrating ability to take 
on responsibility from owners. Plesse 
give complete details In first letter. 
Inquiries will be held In strictest con¬ 
fidence. We consider this nnnsiisl op¬ 
portunity to grow in field of pnblish- 
ing. Box 4681. Editor ft Pnblisber. 

REAIj OPPORTUNITY for alert, 

competent, exnerienced, tsetfiil wom¬ 

an’s page editor on leading Florida 
dailv. Mnst be able to write, direct 
staff, produce and edit well-rounded 

daily and Sunday woman's depart¬ 

ment. Age, pTuerienre, references first 
letter, Bor 4722. Editor ft PuMisber. 

RV.PORTt^R for small dailv. sonth- 
western Mieb’can. Prefer reaident of 
Middlewest with camera and darkroom 
experience. Give full descrintion of 
training, pxnerience and salary ex- 
nected in first letter. Write Nilea 
Osily Star. Nilea. Michigan. _ 

WANTED: MaYuRF,. pToorienced 

man aa director of student publications 
in Isree midwest university. Box 
4668. Editor ft Publisher. 


WANTED—Experienced advertising 
order clerk. Knowledge of newspaper 
advertising make-nn essential. 'Thirty 
years of age or older. Position is ss- 
s'stant to make-up manager of Pacific 
Coast metropolitan newspaper. Reply 
Box 4729. Editor ft Publisher. 


SITUATIONS WANTED- 
_ ADVERTISING 

ADVERTISING DIRECTO* „ 
Available Jan. let., for 2511 to IM 
newspaper. 25 years experieico. mw 
lent record, eomplett knowledgo all w 
partments. Age 44. family, ■<>**' 
ployed 11th year present polities, ny 
fer aalary-boDUS arrsn^mcat. ^ 
aonal Interview greatly 
Write Box 4586, Editor ft ^bllikg. 

DISPLAY SALESMAN—15 !•»"«■ 
perience, age 39, married. c»P^ 
srohitioue. $70-$80. Box 4687, Silt* 
ft Publisher. 

MISSOURI journalism grid, tnijotk 
advertising, retail, direct, ?!, 

iio, typography. Seeks job wits esW 
jr magasine anywhere. SnpplemcsW 
•ourses In Marketing. Age 23. 

Write R. L. Rushevsky, 211 

8th St., Columbia, Mo. _ 

PRODUCTIVE, genial. sdvertUiil 
manager, 30, earning $6,500 
laily: experienced news, proiaotj* 
idvertising other papers to 
:irruIation; seeks top sd spot m 
market with advBnrement. Wntf e** 
Ui2fl. Editor ft Pnhlisher. _ 


THEORA W. Crosby, Cmero, 
sells Special Pagee, 
where. Oar. References. 16 ye*** ■ 
perience. _ 

ADVER’nSING and businew 
tivP New York dailies snd wwW 
field, former publisher provca 
age 47, would appreciate mt* 
publisher seeking eetistmctlw i 


EDITOR 


& PUBLISHER for December 10, 


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nrUATiONS WANTED— 

advertising_ 

" iTTESTION FLORIDA 
PUBUSHERSI 

' Kimily litMtion m.kes it necessary 
‘ ^ to move your state. Thirteeu 
".rTnewspaper display experieni^e. 
Ixi-rllest copy and layout. Will ^ 
riuaaent. Xow employed. Reply 
g rS'iS Editor & Publisher. 
eiiVSlSTEXT linatce builder, week- 
snd small dailies, seeks position 
.. erneral or advertising manager of 
„5 Ssilv Recent co-owner, editor 
.'aO* mansu'er of . strong weekly. 20 
~ aTnerience in business and eat- 
l:Z dep7rm«ts. Box 4711. Editor 

i Pnblisher. ___ 

THIKTEEN years newspaper display 
ejMrence. Productive copy, saleable 
Uywts. Like special promotions. 32 
iinrle have car. Now employed. Must 
1 permanent opportunity. Reply Box 
4727. Editor * Publisher. 

"^situations WANTEIX- ARTI^ii^ 

art mBECTOR of the late Tri-State 
Sunday roto magsiine desires connec¬ 
tion with Sunday paper. \ ersati e 
ability and top illustrator. Box 4862, 
Editor 4 Publisher. 

SITUATIONS WANTED— 
CIRCULATION 


-CIRCULATION PROMOTION 

Young aggressive executive with abil¬ 
ity to plan and execute result getting 
promotions, desires tough assignment. 
Excellent references. Box 4630, Editor 
£ Publisher. 


COUNTRY circulation manager or su¬ 
pervisor. 8 years experience. 37 years 
old. Will go anywhere. Married. Ex¬ 
perience daily and Sunday, Little 
Merchant Plan and carrier promotion. 
Jsck Earnest, 202 Sycamore St., Phone 
IdOT-J, Harlan, Ky. 


COUNTRY and Suburban circulation 
min, age 44, with successful sales, 
promotion, home delivery record es- 
pecislly good for Sunday efforts. Will 
welcome opportunity to help good 
diily snd Sunday get better net paid 
remits. Open for offer in any capac¬ 
ity offlce or travel at fair compensa¬ 
tion with expenses. Box 4696. Editor 
k Publisher. 


DI8TRI0T circulation or craw man- 
iger 14 years' circulation expsrianee. 
Thoroughly experienced Littia Mar- 
ehint Plan. Prefer position south, 
Muthwsst. Box 4644, Editor A Pub¬ 
lisher. 


SITUATIONS WANTED—EDITORIAL SITUATIONS WANTED-EDITORIAL I SITUATIONS WANTED—EDITORIAL 


.VLL-AROUND newspaperman, excel¬ 
lent feature writer, sporta writer and 
desk man, 10 years experience includ¬ 
ing ten years wire service. Will go 
anywhere. Best references. Box 4713, 
Editor & Publisher. 

BOOK and MUSIC critic: Canadian, 
fairly broad popular and classical 
knowledge; 4 years experience; 

straight writer; excellent unsolicited 
references. Box 4716, Editor & Pub¬ 
lisher^_ 

DESKMAN-REPORTER-26, single. 
Experienced city, wire, sports desks. 
Covered most beats, sports. Was wire, 
sports editor small daily. Now on 
medium Texas daily desk. Clean, ac¬ 
curate copy. Sharp, apeciflc heads. 
Have camera. Prefer a.iii. daily uni¬ 
versity town anywhere. Box 4710, 
Piditor & Publiaher. 

DESK MAN—Experienced a.s wire, 
city, state editor. Now working Tex¬ 
as. Prefer wire desk and middleweat 
but any spot anywhere considered. 
Box 4709. Editor & Publisher. 

EDITOR, long experience daily news¬ 
paper w-ork. accustomed taking full 
I harge. well versed in foreign politics, 
seeks opening daily or weekly New 
Y'ork vicinity. Write C. W. Marchant, 
108-.'>.'>—64fh Rd., Forest Hills. N. Y. 

EDITORIAL WRITER. anti-Fair 
Deal; 21 years in newspapers, 10 in 
present post; salary $5,600. Good 
reason for seeking change. Box 4699, 
Editor & Publisher. 


EDITOR-WRITER. 15 years experi¬ 
ence in executive editorial positions 
on American magasines, dailies abroad. 
PRO for international organization. 
Agency and special correspondent, ra¬ 
dio work. 34. Wants to settle down. 
Box 4707, Editor & Publisher. 


EDITOR—Seeks position on nnnll 
daily. Experienced in handling, or¬ 
ganising local news, wire deak. make¬ 
up, photo department and public r»- 
latlons. Now employed. Write Box 
4584. Editor A Pabliaher. 


EDITOR, writer, investigator, wide ex¬ 
perience press. radio, magasines, 
books, welcomes new opportunities. 
Box 4687, Editor & Pnblisher. 


FARM WRITER, press and radio ex¬ 
perience desires similar work or pub¬ 
lic relations position with agricultural 
company. Box 4674, Editor & Pnb¬ 
lisher, 



SITUATIONS WANTED— 
CORRESPONDENTS 


ITAILABLS as sditorial correapond- 
mt for any and all trade papers wlth- 
ii| news coverage of Hartford, Oonn., 
ud vieialty, Y^nng man with fret 
kiee and eolomning background, 
work OB assignment or piece work 
bMis. Box 4607, Editor A Publisher. 


JOHN D. 8TANARD. Drawer 1566E, 
nsttiaoon 1, Tenn. Ph.: 8S-1546W. 
irivsls Southern States regularly. 


^LE woman reporter, assistant wire 
Mitor wants Job on dally. Has M.8. 
Mgree snd additional experience in 
pbotorraphy and society reporting. 

pSbiiihe? * 

'“Pyreader, wire edi- 
T.®*.''* e*Prrience. now om- 
J. ‘V eastern afternoon 

R«t ivni references. 

g?r 4719. Editor k Publisher. 

*^^***H WITH A-1 metropnittan 
X'."®"'—* medal for Jonrnalitm— 
Tl- . ^•'•'«n«ing and hitting 
1 ""i*' m»»»«inea—is looking for 

sid.«»l*'*i_ Ay '•"fiilly con- 
'y* referoncea. Box 
«1». Editor A Pnblisher. 


FOREIGN AFFAIRS SPECIALIST. 
Just returned from abroad, authoring 
book. Available as eommentator. col¬ 
umnist, editorial writer. Box 4708, 
Editor A Publisher. 


GIRL FRIDAY—College grad, excel¬ 
lent all-around experience publishing. 
Proof-reading, rewrite, reaearch. Expert 
secretary. Seeking position in editorial 
department in metropolitan New York 
or New Jersey. Box 4656, Editor A 
Publisher. 


HARVARD honors; Journaliam M.8., 
work. 24. Salary, location secondary. 
Box 4667. Editor A Publisher. 


GENERAL aaalgnmeBts reporter—8 
years experience Oalifnmia snd Texas 
metropolitan dailies. Single. Anywhere. 
Box 4611. Editor A l^bllshor. 

IOWA Journalism grad., Feb. 4, 1950, 
25. single, lyi years’ experience re¬ 
porter, photographer. Daily Iowan. 
Wants chance to prove he can advance 
from small beginning salary on news¬ 
paper or magazine. Bill Hsttwick, 
Qnsd B-Sfl. Iowa City, Iowa. 

NATIONALLY-KNOWN sports writer 
who has covered major leagne base¬ 
ball. pro and Big Ten football snd 
other top sports. Columnist. Box 
4714. Kditor A Publisher. 

NOTHING like a Dame. New York 
Mick. Ex-Wave, sharp, fast, bright. 
All heats. Box 4683, Editor A Pnb¬ 
lisher. 


Editor S publisher for December 10, 1949 


I’LL GO anywhere in the country for 
a general assignment reporting Job. 
Girl reporter, B.S. in Journaliam, six 
years experience, including four with 
wire service, reporting and rewrite; 
two in publicity. Box 4660, Editor A 
Publiaher. 

PRODUCTION, LAYOUT. Three years 
experience national magaaine. Special 
flair for typo and layout. Knowledge 
administrative problejns of production. 
Box 4606, Editor A Publisher. 

REPORTER—college graduate. 2 
years experienee; general, features, 
sports; single: 26; replies answered. 
Box 4720, Editor A Publisher, 

REPORTER. Hard-hitting, sharp- 
writing. independent. Seven years’ 
experience all beats. College. Wants 
by-line big daily. Now earning $4,000. 
Box 4705, Editor A Pnblisher. _ 

REPORTER Desk man—3 years ex¬ 
perience reporting, editing, know la¬ 
bor-relations field. Will go anywhere. 
Box 4717, Editor A Publi.sher. _ 

REPORTER REWRITEMAN — Four 
years on 12.000 morning daily; three 
years service publication: BA; 26; 
married; feature writing and public 
.-elatiuns experience; can handle cam¬ 
era; wants job on newspaper or mag¬ 
azine; will travel anywhere; $65 min¬ 
imum. Box 4671. Editor A Publisher. 


REPORTER — Experienced general 
news coverage, radio, sports, publicity. 
Travel anywhere. Single, Journalism 
degree. Box 4680. Editor A Publisher. 

REPORTER—4 months college corre- 
apondent New York Herald ‘Pribune, ' 
9 montha New York Times. 3 months 
Ben Sonnenberg, public relationi con¬ 
sultant. B.S. social science. 24. Mar¬ 
ried. Will travel to permanent Job 
with future. Box 4598, Editor A Pub¬ 
lisher. 

REPORTER, Job on dally. 34. aingla 
vet, BA English, IK year’s exparieiiee. 
Box 4609, Editor A PubUsber. 


REPORTER, 20, with 15 months expe¬ 
rience, eager for spot on southern 
newspaper. Not married and will start 
at $45.00 weekly for right opportun¬ 
ity to learn more. Box 4624, Editor 
A Pnblisher. 


SPORTS EDITOR, make-np, A-1 copy- 
reader, thoroughly experienced in all 
minor and major sports, inclnding 
tnrf. seeks permanent connection. 
Twelve yeara on 2 metropolitan dail¬ 
ies. Highest references. Perfect 
health, married, 42, two children. 
Sober, matnre Judgment, good mixer. 
Box 4646, Editor A Pnblisher. 


SPORTS EDITOR-WRITER—8 years 
n^erience small city papers, Chicago 
Ap, publicity, promotion. Colnmn, ra¬ 
dio. rewrite. College grad, age 32, 
single, have car. Will relocate any¬ 
where. Excellent references. Box 4658, 
Editor A Publisher. 


STAFF WRITER-EDITOR 
Ontstsnding business, newswriting and 
editing experience. Crack correspon¬ 
dent. Ago 29. Family. University of 
North Carolina. Box 4689, Editor A 
Publisher. 


STRENGTHEN YOUR STAFF—Ex¬ 
perienced reporter, writer, editor— 
wire service, large and small citv dai¬ 
lies. Sound news judgment. Reliable. 
Box 4693. Editor A Pnblisher. 


TRAINED REPORTER-DESV>fAN: 
20 venrs with big city dailies and 
rural. Straight news, features. Back¬ 
ground. Active, dependable: also 
French. German. Anywhere U. S. 
short notice. Box 4712. Editor A Pnh- 
lisher. _ 

TOP REPORTER, photographer, edi¬ 
tor. 15 years dailies. Available at 
ooce. Boy 1296, Lnhhock. Texas. 

UTILITY newsman seeks change to 
smsil-medinm afternoon daily. Thor¬ 
oughly trained in all beats, pins cony 
desk, editing. References. 28. mar- 
ried. Box 4706. Editor A Publisher. 

WIRE STAFFER on top Manhattan 
paper wants day wire spot in medium 
aised city, preferably eaatern. Seven 
years experienee writing, eopyreading, 
makeup. 31. college grad. Box 4597, 
Editor A Pnblisher. 


WASHINGTON, D. 0., editorial-ad¬ 
vertising-publicity Job sought by 
young woman. Journalism graduate, 
MA. Five years top business paper 
experience, particularly merchandising. 
Can write, rewrite, edit, head, make¬ 
up, report. In New York till Decem- 
ber 30. Box 4721. Editor A Publiaher. 
YOUNG man with reporting, rewrite, 
feature writing experience on large 
and small dailies coupled with thor¬ 
ough experience in photography de¬ 
sires change. Box 4697, Editor A Pub¬ 
lisher. 


SITUATIONS WANTED— 
_ INSTRUCTORS _ 

VERSATILE, dyamic instructor, 29, 
seeks challenging spot in liberally 
run department. Now teaching Jour¬ 
nalism craft (reporting, editing), and 
culture (reviews, features), at small 
university. Editorial experience in¬ 
cludes reporting, editing, on dailies, 
weeklies, house organ, college and 
theatrical publicity. Conversant with 
radio, TV, and photography. Female, 
Available New York City interview 
Dec. 26-31. Box 4639, Editor A Pub¬ 
lisher. 

SITUATIONS WANTED— 
_ MECHANICAL _ 


LINOTYPE machinist—presently em¬ 
ployed metropolitan daily, wish to 
make change. Experienced all modeli 
—quaddera, mixers. Capable as head 
machinist. Union. Box 4594, Editor A 
Publiaher. _ 

MECHANICAL SUPERINTENDENT. 
20 years executive experience. Proven 
producer. Age 44. Low cost production 
and excellent personnel relationships 
assured. Practical printer. Manage all 
departments. Union. Box 4654, Editor 
A Publisher. 


PRESSROOM Foreman 24 years news¬ 
paper experience. Capable, executive 
ability, references. Prefer west coast 
.states. Box 4685, Editor A Publisher. 


FOREMANSHIP Wanted—Daily 5 
machines or larger. Machinist, oper¬ 
ator. printer. Union. Experienced. 
Cut coats by better methods. Prefer 
South or West. Kelly, 8117 So. Yale. 
Chicago. 


SITUATIONS WANTED— 
raOTOGRArHERS 


PHOTOGRAPHER with knowledge of 
airbrush has his own 4x5 eqaipment. 
Desires work in New York or New 
.Tersey on paper. Willing to start at 
bottom and do general work. H. Stem- 
pel. 618 Valley St., Maplewood, New 
.lersey. _ 


PHOTOGRAPHER and feature writer; 
daily, magazine experience. Excellent 
references. Box 4725, Editor A Pub¬ 
lisher. 


SITUATIONS WANTED— 
PROMOTION 


PROMOTION Manager—15 yeara top 
newspaper promotion experience. Ma¬ 
jor markets—advertising, circulation, 
editorial, research, pnhiic relationa. 
Box 4678, Editor A Publisher. 


SITIIATlOtlS WANTED— 
PUMJC RELATIONS 


PRESS AGENT 

Tops in publicity. Experienced all 
phases exploitation. Available to travel 
anywhere immediately. Excellent ref¬ 
erences. Box 4651. Editor A Pnblisher. 

PUBLIC RELATIONS WOMAN 
Experienced in Journalism and pnblio 
relations—college engineering jonmal- 
ism, postgraduate study, honse organ 
editorial work, real estate PR. general 
feature writing, correspondence from 
France—seeks pnblic relations posi¬ 
tion, in U. S. or Europe. Box 4652, 
Editor A Publisher. 

PUBLIC Relations man. aga II. with 
over 10 years’ PR. newspaper, writing 
experience, desires Job srith good Arm. 
Excellent record and reeommendstlona 
in exeentive positions. Box 4603, Edi¬ 
tor A Pnbliahar. 


67 
























































Shop Talk at Thirty 

By Robert U. Brown 


Pity the poor newspaperman 
on a day like this! 

It was sort of an “open and 
shut” case. 

During the so-called three- 
week truce, John L. Lewis had 
an “open” case—that is, the 
mines were open. 

As of 12:01 a.m. Dec. 1, he 
had a “shut” case—the miners 
walked out at the expiration of 
the three-week deadline when 
Lewis remained silent. 

Eleven hours later, at 11:00 
a.m., it was an “open” case 
again—Lewis announced to his 
200-man wage policy committee 
(incidentally, what were they 
there for anyway?) the three- 
day work week would be re¬ 
sumed the following Monday. 

Every morning paper in the 
country on that Thursday, Dec. 
1, and the early editions of most 
metropolitan afternoon papers 
east of the Rockies headlined 
the renewed coal strike. They 
were right, as of the moment of 
publication. 

But Lewis pulled a switch at 
11:00 a.m., and the newspapers 
had to switch headlines. There 
was mad replating and even up 
until almost five o’clock in New 
York you could see conflicting 
headlines on the newsstands— 
the strike was on, or it was off, 
depending on which paper got 
there fustest. 

Take the case of the Wash¬ 
ington Daily News, a Scripps- 
Howard pai>er: its first edition 
proclaimed “It Looks Like A 
Long Strike.” A later edition 
cried: “Signals Over! Miners 
Go Back Monday.” But the 
later edition also provided an 
opportunity for the News to try 
a new technique in headlines. 
Right up there with the bold 
headline was a box reproducing 
the earlier streamer with this 
note: 

“The problems of publishing 
in the Era of John L. Lewis 
are vividly shown in this repro¬ 
duction of our headlines, based 
on U.P. reports, in today’s first 
edition. We’re sorry that we, 
like practically all other news¬ 
papers and radios, were wrong, 
but we’re glad the coal strike 
will be over sooner rather than 
later.” 

Actually, however, the News, 
and every other newspaper and 
radio commentator, was right 
(not wrong) when it went to 
press. The mines were closed 
down and it looked like a long 
strike at that moment. Those 
facts were true until Lewis, be¬ 
cause of the dissatisfaction 
among the miners, pulled his 
switcheroo. 

We hate to see newspapers 
apologize when they are right, 
but, as the News said: such are 
“the problems of publishing in 
the Era of John L. Lewis.” 

That’s why in the newspaper 
business, as in the advertising 
agency field, when a man is 
fired he is told: “You’re 

through. Go turn in your 
ulcer.” 

• • * 

Talbot Patrick, editor and 


publisher of the Rock Hill 
(S. C.) Herald, has been having 
a little difficulty with letters to 
the editor. One incident re¬ 
cently involved a letter writer 
from a small town in Pennsyl¬ 
vania who enclosed 6 cents in 
stamps asking for a copy of the 
paper that will contain the 
obituary of a 100 year-old Con¬ 
federate veteran. The veteran 
lives in North Carolina, but that 
did not deter the letter writer. 
He wrote the same letter to 30 
Southern newspapers. What the 
interest was in this not-yet- 
deceased veteran we don't 
know, nor do we know how the 
other papers replied. But the 
Herald returned the 6 cents. 

Another experience with let¬ 
ter writers has turned out to 
be more serious. The Herald 
has a $100,000 libel suit pend¬ 
ing against it because of two 
letters published in the “Voice 
of the People” column. Suit is 
by a member of the State House 
of Representatives from York 
County in which Rock Hill is 
located. The two letters ar¬ 
rived in what might be called 
the third stage of a series of 
letters. 

In the first stage, letter writ¬ 
ers were critical of various acts 
by county officials, spending of 
county funds, etc. A grand jury 
has been making an investiga¬ 
tion of county affairs, perhaps 
as a result of the letters. (In 
South Carolina, the county leg¬ 
islative delegation, made' up of 
the senator and a number of 
representatives, runs practically 
all the affairs of the county as 
well as representing the county 
in the state legislature, Mr. Pat¬ 
rick explains.) 

In the second stage, letters 
were from supporters of the leg¬ 
islative delegation. To a con¬ 
siderable degree they were per¬ 
sonal attacks upon the first 
writers accusing them of writ- 
nig the letters b^ause they had 
been fired from office, failure in 
elections, etc. Added to these 
references which might be 
called of a somewhat public in¬ 
terest nature, were also more 
personal character attacks. 
“Politics is hot-spoken in South 
Carolina,” Mr. Patrick observes. 

The third group of letters an¬ 
swered the personal attacks in 
the second group with equally 
hot comment and the legislator 
sued even though he was not 
named in the two letters on 
which the suit is based. He 
claims that a number of people 
recognized him as an individual 
referred to. 

Whereupon, Mr. Patrick, at 
the request of defense attorneys, 
wrote a statement of the prin¬ 
ciples on which the “letters” 
column is conducted. The edi¬ 
tor thought it a good idea for 
his readers to see it too, so 
he printed it in his editorial 
column. Some of it follows: 

« * « 

“Each American has the right 
to say what he or she thinks 
That right is called our free¬ 
dom of speech. . . . 


E 4 P CALENDAR 

Jan. 9-l.H - 1950—National 
Retail Dry Goods Assn., 39th 
convention. Hotel Statler, 
New York City, 

Jan. 16-17 — Newspaper 
Classified Advertising Man¬ 
agers, North Eastern group 
meeting. Royal York Hotel, 
Toronto, Canada. 

Jan. 19—Associated Dail¬ 
ies, meeting, DeWitt Clinton 
Hotel, Albany, N. Y. 

Jan. 19-21 —North Caro¬ 
lina Press Assn., midwinter 
Press Institute, University of 
North Carolina and Duke 
University jointly, Chapel 
Hill, N. C. 

Jan. 20-21—New York 
State Publishers Assn., 29th 
annual convention, DeWitt 
Clinton Hotel, Albany, N. Y 

Jan. 2.3-25 — Newspaper 
Advertising Executives Assn., 
meeting, Edgewater Beach 
Hotel, Chicago. 

Jan. 25-28 — North Caro¬ 
lina Newspaper Institute, an¬ 
nual meeting. Chapel Hill, 
N. C. 

Jan. 26-28—Virginia Press 
Assn., meeting, Jefferson Ho¬ 
tel. Richmond, Va. 


"The Voice of the People col¬ 
umn in the Evening Herald is 
a way readers of the paper use 
their American right to freedom 
of the press. A political office¬ 
holder, or the officer of a reli¬ 
gious or social group, or some 
other person of prominence can 
get what he says into print in 
news reports. In the 'Voice of 
the People the average man or 
woman can also have a say. 

“Such a column open to any¬ 
body and everybody is partic¬ 
ularly important where only one 
daily newspaper is published in 
a city and county. This column 
makes a place for expression by 
those who disagree with the 
editorial opinions of the paper. 
In the column plain folks can 
argue about statements of 
prominent people reported in 
news columns. They can point 
out facts not reported in the 
newspaper. And they can raise 
questions. 

“It is true that people read 
weekly newspapers published 
within the county and daily 
newspapers printed outside. 
Many also read magazines, 
listen to radio commentators, 
study books. But our local 
daily newspaper usually is 
closest to our own lives; this 
paper is the natural place for 
any of us to get our thoughts 
into print. 

“So that the people may have 
as free a voice as possible under 
the law, the Herald tries to 
censor their letters as little as 
may be. Letters are published 
with whose views the editor 
disagrees. . . .” 

There is more about the rules 
for signatures, pen names, etc., 
but there is the main theme. 
It’s a worthwhile idea for a 
newspaper to present such guid¬ 
ing principles from time to 
time. Other editors might like 
to use some of Mr. Patrick’s 
phraseology or try their own 
hand at composing such a state¬ 
ment. W!hy wait until the de¬ 
fense attorney suggests that 
you do it? 

EDITOR & PUB 


Brush-Moore 
Stock Revision 
Is Authorized 

Canton, O. — Shareholders o‘ 
Brush-Moore Newspapers, Im" 
meeting here Dec. 2. authorized 
amendments to the articles of 
incorporation permitting an in 
crease from 50.000 to IM.OOO 
shares of no-par common stock 
and permitting the issuance o' 
up to 50,000 shares of $1()0 njj 
cumulative preferred stock. 

Holders of 91'. of the ITiOo 
outstanding preferred sharts 
represented in person or br 
proxy, agreed to exchange their 
O'"; dividend certificates for ne» 
5% dividend certificates, there 
duced rate to be effective Jan 
1. 1950. and continuing calla'ole 
at $105. They voted also for 
modification of borrowing limi¬ 
tations to permit the publistonj 
company's continued expansion 
in buildings, equipment and op¬ 
erations. All preferred shans 
not exchanged will be redeemed 
by the company after Dw. 31 

Divisions of Brush-Moore 
Newspapers, Inc., include the 
Canton Repository, Steubenrille 
Herald-Star, East Liverpool Jie 
view, Salem News. Marion Sttr 
Portsmouth Times, Ironloe 
Tribune, Salisbury (Md.) Timer 
and radio stations WHK in 
Canton and WPAY in Ports¬ 
mouth. 

Roy D. Moore, president and 
William H. Vodrey, secretory- 
treasurer, reporting to share 
holders, summarize a three 
year program of plant rehabili 
tation thus far requiring the «- 
penditure of $1,500,000 from 
earnings and assets of the busi¬ 
ness. 

“In this period,” th^ said 
“we have built an entire nea 
plant at Salem and have in 
course of completion a new 
plant at East Liverpool. Net 
presses and much additional 
mechanical equipment ban 
been bought for Salem, East 
Liverpool, Portsmouth, Marion. 
Canton, Steubenville and Sails 
bury. To meet the growth of 
the Canton Repository and to 
belter serve the newspapers 
readers we have ahead the ex 
penditure of approximately 31. 
000,000 for a new 80-page hi^i 
speed press and a building addi¬ 
tion. in which to house it. 

“■rhe company also has found 
satisfaction in making contribe 
tions of approximately $600,000 
on behalf of its employes in a 
retirement pension fund.’' 

■ 

800 for Dinner 

Topeka, Kan.—Capper Publi 
cations, Inc. entertained more 
than 800 men, who were hen 
for the Farm Home and Indi^ 
try conference Dec. 1, at a din 
ner in the basement of the mu 
nicipal auditorium. Capper ex 
ecutives assisted. 

■ 

Twice Weekly Tab 

Bradford, Pa.—The 
Journal, established as a wwO 
in 1940, expanded to 
"I^ursday publication this w***: 
with the full IntematM^ 
News Service wire, and changw 
to tabloid format. 

.ISHER lor December 10, 1^ 


68 




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INDIANAPOLIS ... designated key city 

in production of BELL telephones 


A HOUND the middle of next year, manufacturing operations 
^ will get under way in Western Electric Compan\'’s great 
new Indianapolis plant. Here will be produced the Bell Sys¬ 
tem’s entire normal requirement of telephone sets. Building 
plans include an ample factor for future growth. An estimated 
4,000 to 6,000 employees will be required to operate the plant. 
Factors impelling Western Electric to make this .substantial 
contribution to Indianapolis’ industrial ro.ster were strategic 
geographical location, opportunity for good communitv’ rela¬ 
tionships, adequate labor supply, convenient transportation 
facilities and sufficient power and water for plant operation. 

“A decade of vigorous industrial growth has brought a 20% 


increase in total population, a .50% rise in total employnML 
and a 100% gain in manufacturing employment in Indiauf*' 
lis. However, business and employment are less dependoil 
upon manufacturing than is true of the other major industfil 
areas of the district.” 

From Seventh Federal Reserve Bank of Chktp 
“Business Conditions” review for July, 194) 

In solidly growing Indianapolis, the growing Indiani^ 
Times is getting increased attention as a potent and profitablf 
sales medium. In 1949 more general advertisers than everlfr 
fore depended on The Times exelusioeli/ to promote tha, 
products at an ecoiwmicalhj sound advertising cost. 


WerW-r«<«grom COLUMBUS. CHinn 

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