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OREGON EXCHANGES

hopes that every one of its readers is a member of the Oregon State Editorial Association. If you are not a member, better consider joining. Make it 100 per cent before the July convention. Every editor and publisher should belong both to the association and to the Oregon Newspaper Conference. Bede and Hoss are putting a good bit of energy into the administration of the association's affairs this year. Their team work is making it more and more worth your while to belong. Their Foreign Advertising Bureau service is worth much more than the cost of membership. An article in the association's recent bulletin indicates the service that is available to the members:

"A cordial invitation is extended," the bulletin said, "to any publisher in the state to make full use of the services of the secretary of the State Editorial Association. We are here to help you. Lately we have had correspondence with newspapermen in regard to advertising rates, makeup of paper, prices for job printing, the Franklin List and other topics of mutual interest. Drop us a line on any problem you have. We'll try to help."

Keep the Corvallis convention, July 21-23, in mind. Every editor and publisher should belong to the association. and every association member should attend the summer convention.

A glance at some of the Oregon papers gives the idea that some of the publishers have not sufficiently developed their sense of typography. Some of the papers that rank among the best so far as the readability of their material is concerned, are handicapped by their failure to select attractive type and to build neat-looking heads. Others among the Oregon papers are as neat and attractive as can be found anywhere in the United States. Just a suggestion: Look through your exchanges for typographical ideas as well as for news and editorial suggestions. Some other paper is working out something different from you in the line of heads and makeup. Is there not an idea there some where that can be adapted to your conditions? The advisability of neat typography, and of clear, well-set heads that carry a punch, can not be overestimated. The old idea that a country paper needs nothing more than label heads is one that has been discarded by many progressive weeklies. True, the country reader reads his paper through "from kiver to kiver" anyhow; but why not make him like it?

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Last month's omitted something that should by all means have been included—an appreciation of the value of the visit of Professor Fred W. Kennedy of the University of Washington School of Journalism to the annual Oregon Newspaper Conference. Mr. Kennedy's advice to the publishers present was of great value, and there is much sentiment in favor of establishing in Oregon the same sort of a service as "doctor of sick newspapers" that he has been conducting in the state of Washington. Mr. Kennedy's success in pepping up the boys to charge living rates for their advertising and printing can easily be understood from the dynamic personality of the man. Kennedy makes them do it, and after they've done it they find it pays and they like it.