Page:Editor and Publisher, November 27, 1909.djvu/1



Vol. 9. No. 22

A bulletin on the Weight and Strength of Newsprint Paper issued by the American Newspaper Publishers' Association this week discloses some remarkable variations in the product of various mills in respect to those qualities. The bulletin says in part:

A test of the weight and strength of 314 samples of newsprint paper made by 52 mills in the United States and Canada, and obtained from the mills and from buyers discloses many important facts. Out of the 314 samples 35 per cent. are within reasonable limits of weight, while 46 per cent. are below and 39 per cent. are above reasonable weight, taking the mill standard of 34 pounds for 500 sheets, measuring 44 by 36 inches as the basis. The paper makers have some sort of an understanding among themselves that they will sell 32-pound paper. This test shows how honorably they keep faith with each other. It also shows that many of them impose upon their customers by running overweight. In one instance, this excess weight as disclosed by the sample indicated an apparent loss to the customer of $6 per ton.

The strength of the samples was ascertained by the Mullen Paper Tester. The results showed that many of the mills increased the strength of the paper by excessive weight at the cost of the buyer, while some sold heavy paper which notwithstanding its excess weight was inferior in strength. Others sold paper close to standard weight, but inferior in strength. Very few were within reasonable limits as to weight and strength. Seventy per cent. of the strength tests were below 11.50.

W. H. Parsons and Company, on a large number of samples, showed light weight and good strength. A number of mills vie for distinction at the other end of the list with heavy paper and inferior strength. An effort to equate these various features of weight and strength has been made by taking the best mill of the International Paper Company—the Hudson River—as the nearest approach to standard of 32 pounds weight and 11.50 pounds strength. That mill makes more paper than any other mill, with the possible exception of the Great Northern. It makes paper of good quality. It is well balanced with respect to power, to pulp capacity, and to paper making equipment. Its cost is low, averaging $27 per ton f. o. b. mill, including administration, insurance and taxes in 1906 and 1907. Differences in weight in this compilation are equated through the formula which the Cheboygan and other mills employ, by adding a differential of $1 per ton for each pound under standard. The difference in strength is obtained by using a differential of $1 per ton for each pound of pressure below or above standard as shown on the Mullen Paper Tester. No allowance is made in the table presenting (Continued on page 7.)



The Word is Impressed on Advertisers of the Poor Richard Club.

Truman A. De Weese, of Buffalo, addressing the Poor Richard Club of Philadelphia last week, said:

"There is no advertising value in one-time insertions. It is the keeping everlastingly at it which brings results in advertising. It is the consecutive, persistent pounding away that does the trick in advertising, and the advertiser that does this year after year is the man who knows that advertising pays. With him it is not an experiment; neither is it an expense. It is a part of his investment, the same as the cost of raw material and the cost of production."

New Pennsylvania Daily.

Grant Kyler & Son. publishers of the Ashland (Pa.) News, will issue a daily evening newspaper of that name beginning Dec. . It will have four pages of six columns.

Burglars Rob Newspaper Office.

The office of the Hastings (N. Y.) News was broken into by burglars last week. They failed to break open the safe, which contained $4,000.

MEXICO.

Walter Whiffen, the New Representative of the Associated Press.

Walter Whiffen of Chicago has been made superintendent of the Associated Press in Mexico, succeeding James Carson, who resigned.

Howard Williams, a well-known newspaper man of Mexico City, has been made assistant.

John Melen of California has been appointed managing editor of the Mexico Daily Record, succeeding Burge McFall, who resigned.

J. J. Cough, associate editor of the Mexico Daily Record, and Sidney Smith, city editor also have resigned and will return to the United States.

Illinois Dailies May Combine.

It is reported that the Springfield (Ill.) Record and the Illinois State Journal, also published at Springfield, are to be consolidated into one afternoon publication. It is understood that a meeting of the stockholders has been called for early in December.

Ohio Paper Damaged by Fire.

The plant of the Norwalk (O.) Herald was slightly damaged by fire last Saturday.

BIG AD CAMPAIGN

SOON TO BE LAUNCHED BY THE AMERICAN DRUGGIST SYNDICATE.

An advertising campaign of unusual magnitude will be launched within the next two weeks by the American Druggists Syndicate, of New York. This concern, which bids fair to become one of the largest advertisers in the country, is purely a co-operative association of retail druggists and its growth since its inception has been one of the marvels of the mercantile world.

Started in 1905 by C. H. Goddard and a little group of druggists numbering fourteen, it has prospered in the face of skepticism on the part of druggists and derision by trade associations until it now numbers over 12,000 members.

Five years ago one small room in Murray street, New York, sufficed for the manufacturing needs of the association, but its progress and development has been so rapid that today the American Druggists Syndicate, together with its auxiliary, the Aseptic Products Company, now has at Long Island City one of the largest manufacturing plants in Greater New York.

The organization now employs more than one thousand people and manufactures more than 1,000 medicinal and toilet preparations. Every formula of these preparations is selected by a national committee, composed of one qualified druggist from each State and territory. These many preparations, under the A. D. S. label, will he advertised all over the United States.

The advertising appropriation for the coming campaign is approximately $500,000 and newspapers will be used almost exclusively. Copy is now being prepared and four columns will be used on the start and 10 in. single to 10 in. double and triple will be used regularly.

The advertising representative of the American Druggists' Syndicate is William B. Curtis, with offices at 50 Church street, New York.

Few men are better known or stand higher in advertising circles than Mr. Curtis. As the head of William B. Curtis & Co., of Boston, he for years placed the advertising of many of the largest manufactures of New England with marked success. He was also responsible for what many claim to have been one of the boldest and most successful advertising campaigns ever inaugurated, namely, that which brought to the attention of the public the famous Lucky Box, and which created so much comment in the trade journals some few years ago.

Later, as vice-president of the H. B. Humphries Co., of Boston, Mr. Curtis planned and successfully carried out many campaigns of importance. Ill health forced him to give up his work for some time, and it is only recently