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OREGON EXCHANGES any other average man could in this territory. The medium I represent covers the Eugene trade zone so completely that the advertiser measures by results, and results are responsible for the success I have made in handling the advertising field in Eugene. I have tried to make my paper brief and to the point.

"The very backbone of the newspaper business is the advertiser. You expect him to do truthful advertising. He expects the truth from you. If you lie about the number of homes your paper reaches, sooner or later you will be picked up on it and as a result you will lose his confidence and your paper will lose prestige."

There is only one real good excuse that I can think of just now for lying to an advertiser, and that is when a pointed question is put to an advertising man about his competitor. Even though you are justified, it is better not to form bad habits. For my part, I am afraid to lie, for when you mix a bunch of lies and truths up together and they begin spilling back you are apt to misread the labels on them and not know one from the other. Always tell the truth and solve your problems as you go. True, the temptations are great, but fight for the truth,—it saves explaining later.

I usually ask this question in reply to a question about a competitor; “Did you ever know an advertising man who knew anything?” They always agree with me, especially in my own case. At any rate, they get the point. Always shoot straight with a business man; it’s the most important thing in the business. I consider it a great honor to have the confidence of the business men of Eugene all through these seventeen years of active service in the advertising field. It is one of my greatest possessions, and I value it most highly. It helps me to live in my work, to love the game, and give the best there is in me at all times for the good of the cause. Our interests are mutual. We are fighting together for one and the same great purpose and we are winning out.

Today newspaper advertising stands alone. It is the greatest and most forceful factor in public enlightenment at the command of our merchants, and they know how to use it. The experimental stage has long since passed, and the space-user is reaping his reward. Let us continue to build and make our publications far more effective for the men who make our business possible.

EWSPAPERMEN more than any other class of workers are trained to meet emergencies. The publisher, editor, reporter, the entire staff, is accustomed to deal with the unexpected. In fact, the unusual constitutes our principal stock in trade.

We encounter two kinds of emergencies—one that swoops down with tragic suddenness, and the other which often we have time to prepare for.

The expected emergency tests our foresight, while the unexpected calls forth our resourcefulness. We may plan how to meet an emergency which looms on the horizon of the future, but our success in meeting an emergency which catches us unawares depends not only upon our-