The Editor and Publisher/Volume 9/Number 22



NEWSPAPER PRINT

(Continued from Page 1.)

this information for the running quality of the paper, or for its percentage of \\ hite waste, or print waste, or printing surface.

The wide variation in weight and in strengtli are inexcusable. Either the mills can regulate the weight of the paper or they cannot. If they can regulate then these extreme variations from standard and impositions of heavy weight upon purchasers are wrong. If the mill men cannot regulate hy present methods, then they should adopt that simple device which will show them instantly how each roll has run in average weight.

MILL ST.\Nl).\RltS OK WEK'.HT,

Though the paper makers have an understanding that they will sell newsprint paper only on a basis of 32 pounds for 500 sheets, measuring 24 hy 36 inches, the Hennepin, of Minnesota, the Kimberly and Clark Company, of \\'is- consin, have increased that standard to 33.3 pounds hy reducing the number of sheets from 500 to 480. The Menasha Mill says it makes the standard ".soo or I 4S0 as publishers demand," but sub-! stantially all of the mills of the country '• adhere nominally to the 32 iK)unds — i 500-.sheet standard. I

The ClitT Mill said its staiuiard was ' 32 pounds, but "will quote on any ■ weight that anybody wants.” The Che- ' Ix'ygan Mill has a standard of 32 pounds, ' but charges $i per ton extra for each pound below 32 down to 25 pounds. ' riie Aldrich ^lill, with a standard of 32 pounds, will charge extra for lighter weight. Grandfather Falls Mill wrote j that it would charge a differential of 10 cents for light weight. The Dells Mill ■ quotes "480 to 500 sheets.” The Booth ' Mill, at Ottawa, has a standard of 32 pounds with a differential of five cents I per cwt. The llelgo Canadian Mill says 1 it supplies lighter weights than the 32- I pound standard for export business.

Continuing, the bulletin shows that among the samples received direct from I the mills there is wide variation in weight. Seventeen (17) samples out of 314 weighed under 30 pounds.

Mills which make paper for foreign markets are required by many customers to furnish rolls measuring 7,000 yards in length and the mills do it. To obtain this measurement they use a small machine costing $7, made by the Veeder Manufacturing Company, of Hartford, Conn. It counts somewhat like a cyclometer on a bicycle. It enables the mill man to ascertain exactly the number of yards of paper in each roll and by dividing the length of paper in that roll is ascertained immediately and accurately.

Hy comparing the diameter of the roll with the measurement he also ascertains how the paper has been calendered. For instance, if a 67-inch roll, 7,000 yards long, weighs 1,200 pounds exclusive of core, and measures 32 inches in diameter, these figures when worked out into reams show that that paper averages .30.7 pounds to the 500 sheets, measuring 24 by 36 inches, and that the paper has been well calendered. If, however, the roll measured 6,500 yards, it will average 33 pounds to the ream of 500 sheets, measuring 24 by 36 inches.

Uniform length of web would not be necessary. Figures in or on the roll indicating the net weight and the actual length of the roll in feet or yards as shown by the Veeder Counter, would accomplish the purpose. The elaborate accounting which many newspapers now employ to guard their weights would be obviated if the paper mills followed that simple plan. The fact that they do more than this in supplying foreign markets shows that it is commercially I)racticahlc. Of course, if it were done, a newspaper piibli.sher could not l)e imposed upon to the extent of $fi.oo per ton through excess weight.

Textile and similar mills use this instrument for measuring purposes. If it checked the basis of weight it would promote the interest of paper maker

as well as publisher, it would reduce me opportunity for complaint. Tests of weiglit where based on samples are merely guides and are not controlling or conclusive. T he reliance of paper makers upon the weights of samples is a fair illustration of the primitive methods that prevail in nearly every branch of the paper trade.

1 here is one good use, however, to which the paper sample can be applied, because if each sample should show on Its face the approximate weight and the strength or ■bursting strain,' as disclosed by a Mullen i'aper tester, then the office of the paper sample would become important because it would expose the numerous instances iti which mills rtiti the paper above standard weight to give it strength that it does not possess at standard weight.

If that plan were adopted, there would

variable strength of the paper, not to the inaccuracy of the Tester, ihe fact mat the International Paper Company has bought 40 of those machines counts lor soniething in determining its value.

It would be well to test the weight of cores Irequentiy. Une instance is recalled of a mill which was sending cores that weighed even seven (.7) pounds in excess or the tare allowance on rolls of approximately 1,000 poiiiuls. the effect ot that excess weight was due to force the newspaper to pay two (.2I cents per pound, 14 cents per roll, or 28 cents per ton in excess ol the proper amount. If that method were practised generally the cost to publishers would be $250,000 per annum.

.\ re-measurement of every sample sent in by the newspapers from robs shipped to them showed that in many cases the actual width t.f the roll exceeded the

be a change 111 the paper making methods | required width by from one-sixth to of the .American mills, and an improve- I one-half of an inch, equalling from oiie-

ment that would be beneficial to buyer and seller. .\s a matter of good faith, paper makers are under obligations to adhere to standard and to adopt every device that will help them to attain that end.

STRENGTH OR "BL’RSTtNG STR.tIN.”

When these samples had beeti gathered from various sources, that is, from the mills, and frotn the publishers, and mill agents, the strength or "bursting strain"

ot each sample was ascertained.

1 he best combination of weight and strength came from W. 11. Parsons and Company, on October 26, iqoq. It weighed oti the basis of 29 pounds to the ream and was above the average strength of tiews print paper. That sample should be the standard to which paper mills should be brought. It means a reduction in newspaper cost equivalent to $3.60 per ton. The chemists and e.x- perts of the United States Government Paper Ltiboratory say that the medieval methods of the paper makers impose excess weight of paper to the extent of $5 per ton upon the users of paper because the mill men lack in the skill necessttry to obtain from the raw materials the full value that they possess for strength and durability.

It is a startling commentary upon the prodigal methods of .American paper manufacturers that they require no pounds of raw material to make too pounds of news print paper while the English and German paper makers require but 103 pounds. Publishers pay $2.10 per ton additional for that waste. .Mr. Pinchot says that for every tree that is turned into paper three are cut down. .A paper trade organ gives figures to show that of the pulp wood which reaches the paper mill, 15 per cent, is lost in barking, 10 per cent, of the remaining 85 per cent, is lost in the sulphite mill, and 5 per cent. i.> lost in grinding, and of the remainder 10 per cent, is allowed to run away in the section which converts the pulp into paper, so that only 69 per cent, of the wood which reaches the mill is turned into paper.

Publishers pay for this w'aste. In addition they pay from $i to 4 per ton in various mills because the mill men have not standardized their product as to width, color, weight, finish, quality. .All the paper authorities agree that the German mills are equipped with skilled workers who are graduates of technical schools, whereas none of the paper workers, in .American mills, few of the superintendents and hardly any of the mill owners are technically equipped for the business.

Summing up the losses due to excess weight, waste of material and the unskillful handling of that which is not wasted, and to lack of standardization, the ultimate consumer bears an unnecessary burden of at least $9 per ton.

The average strength of the newsprint paper samples was 10.19 pounds, which means that the paper stood an average pressure of 10.2/10 pounds to the square inch before “bursting.” Paper salesmen will say the Mullen Paper Tester is not accurate and will vary several pounds on the same sheet. That is frequently true, but it is due to the

fourth to three-fourths of one per cent, upon the total paper bill. In no case was the width less than that stipulated. Sixty-si.x-inch rolls measured inches; 33.5-inch rolls measured .33.7; 38-inch rolls measured 38.2.

.A matter requiring lurther investigation was the shrinkage in weight of a number of samples after the lapse of three days.

It is suggested that publishers insist that the rolls be marked with the length of web as well as weight paper, and that samples be marked with "bursting strain" as well as weight. Publishers should diligently watch the 'average weight of the paper and promptly advise the null of deviations from standard weights.

GEORGE BERNARD SHAW.

Writes to Westminster Gazette , Intimidating Critics.

I In a letter to the London (England)

\ Westminster Gazette, George Bernard Shaw, the well known writer and dram 1 atist, discusses Geo. Edwardes's demand that a London newspaper praise his shows or lose his advertising. Mr. Shaw’s letter follows:

Dear Sir—I am far too old a hand at critical journalism to be surprised at the action taken by Mr. George Edwardes The Wesminster Gazette is entirely right in making that action public; but 1 do not see that any blame attaches to Mr. Edwardes in the matter: on the contrary, he would be failing in his duty to those whose capital is invested in his theaters if he omitted to make the fullest use of the influence which his expenditure as an advertiser gives him over the press. In my experience all constant advertisers expect to receive as a bonus occasional favorable notices of their goods outside the advertisement columns. I do not see why Mr. Edwardes should not expect the same favorable consideration as motor car manufac turers, fountain pen manufacturers, diary and Christmas card manufacturers, rail way companies and hotel keepers. As a matter of fact, he does receive a very- great deal of favorable consideration which one can hardly suppose he would enjoy if he never advertised: at least, if any historian of the press will make a careful comparison of what the newspa pers have done for Mr. George Ed wardes and what they did for. say, John Ruskin (who never advertised), he will hardly be able to resist the conclusion that the quantity and geniality of the notice taken by the press of a good

customer of the advertising department is very considerably in excess of what can be hoped for by even the most eminent of his non-advertising contemporaries.

Of course, it is open to any newspaper to leave its critic completely free of any such considerations. No initiated person supposes for a moment that the accomplished critic who deals with the theaters for the Westminster Gazette either knows or cares what Mr. Edwardes or any other manager may hoose to spend on advertisements m the paper he represents. But it is no Use pretending that all papers are like the Westminster Gazette, or that all critics are in the position of "E. F. S.” Mr. Edwardes, no doubt finds that his wishes are often respected and his feelings considered in the quarters in which he advertises when he takes the trouble to make them known. There is no reason why he should not have made them known in this present case. It is for the We.stminster Gazette to consider whether it will risk the loss of Mr. Ed- wardes’s advertisements or instruct "E. F. S.” to make himself agreeable to Mr. l-idwardes in future. In the latter case 1 think that Mr. Edwardes should charge himself with the remuneration of “E. S.”

Xo doubt a complication might arise through "E. F. S.” proving contumacious and vigorously expressing a determination to see .Air. Edwardes a considerable distance further before modifying one line or word of his criticism in the commercial interest of Mr. Edwardes’ theaters. In that case Mr. Edwardes could easily find and recommend compliant substitute. But he would have to consider very carefully whether it does not pay him better to have his feelings hurt by an honest, readable critic than to be flattered by a worthless and unreadable one. The Westminster Gazette would also, of course, have to consider whether it might not possibly manage to survive the withdrawal of Mr. Edwardes's advertisements and the loss of the patronage of the class of reader which buys a newspaper only to find out what is going on at the Gaiety '1 heater. .All these calculations are a matter of business, a matter of taste, and a matter of honor. And they will be settled accordingly. G. Bernard Shaw.

Will Advertise in Newspapers.

.-Appreciating the large field for magazine circulation in the suburbs of Boston, the New England Magazine has arranged for one page a month for twelve months in the following list of high-class weekly newspapers in Greater Boston—The Somerville Journal, Cambridge Chronicle, Medford Mercury, X’ewton Journal, Melrose Free Press, Jamaica Plain News, Watertown Enterprise, Waltham Free Press Tribune, Natick Bulletin, Belmont Tribune. Paine’s Brookline Supplement, Rockland Standard.

BUSINESS OFFICE NOTES.

The average daily sworn circulation of the Bloomington (Ill.) Pantograph for the first nine months of this year was 14,605.

The management of the Aurora (Ill.) Daily Beacon state that for the first half of 1Q09 the Beacon carried 93.592 inches of display and 23.786 items classified.

We Can SAVE You MONEY on Your Printing Ink Bill ASK US

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8

THE EDITOR AND PUBLISHER.

November 27, 1900.

THE EDITOR and PUBLISHER

AND JOURNALIST

FOR NEWSPAPER KAKERS, ADVERTISERS AND ADVERTISING AGENTS.

Entered at cecoad clau mail matter in the New York Pont Offlce.

J. B. SHALE, Editor. PHILLIP R. DILLON, Associate Editor. R. M. BONIFIELD, Newt Editor.

BY THE EDITOR AND PUBLISHER COMPANY.

13 to 21 Park Row, New York City. Telephone, 7446 Cortlandt.

Issued every Saturday. Subscription. |1.00 per year. Foreifn, $2.00 per year. Established The Journalist i&'t;. The Editor and Publisher 1901.

J. B. SHALE, President. T. J. KEENAN, Secretary.

GEO. P. LEFFLEK, Treasurer and Business Manager.

ADVERTISING RATES.

Display, 15 cents per agate line. Reading Notices, 25 cents per agate line.

Classitied, i cent per word. Liberal discount for time contracts.

NEW YORK. SATURDAY. NOVEMBER 27. 1909.

COL. WATTERSON’S ALARM

ABOUT NEWSPAPER “SENSATIONALISM.”

Colonel Henry Watterson, addressing the National Press Club in Washington last week, expressed a thought which has been stirring tumultuously in the minds of a considerable number of prominent people, when he said:

"Pretending to be the especial defenders of liberty we are becoming the inxaders of private right," "No household seems any longer safe against intrusion. Our reporters are being turned into detectives. .As surely as this be not checked we shall grow to be the objects of fear and hatred instead of trust and respect.” "Some one ought to organize an intelligent and definite movement toward the bettering of what has reached alarming proportions.”

The time and place, the speaker and audience were extraordinary adapted to bring up this question for discussion before the whole body of the nation. We feel sure that many thousands read the undisplayed speech of the able and respected editor of the Courier-Journal with intense and emphatic approbation. •At the same time we feel sure that a great many more thousands read it with much less attention than they gave to the report of the .Astor divorce case. I'rom xvhich some moralists deduce another proof of the inherent wickedness and destructiveness of “sensationalism.”

But Colonel Watterson wastes no time on the long threshed moral question. It is the political question xx'hich interests him. Is it true that the modern newspaper, turning its searchlight upon the public and prix-ate record of men, is a had “inx-ader” of “private right”?

With unxvavering regard for Colonel Watterson. The Editor and Publisher yet holds that there is no cause for alarm in the present practice of publicity, ex-en “sensational” publicity, and that this practice xx-hich is alleged to interfere xvith “prix-ate right” will groxv xx-ider and wider and the motix-e xxhich demands and compels it will be the strongest guarantor of this Democracy.

Colonel Watterson suggests the organization of a movement against this alleged surplus publicity. In effect this is to urge a censorship which shall define the beginning and end of “prix-ate right.” Who shall be censor’ We doubt that the people will ever authorize a nexvspaper censor, other than the present law courts.

Let us examine the New V'ork Evening Journal, one of the best known

ncxvspapcrs among the class xvhich the Colonel condemns. Why do so many tliousands read it in preference to some other newspaper xvhich covers the news in practically the same way? We an- sxver; The editorial page of the Journal is the cause of a large percentage of the entire circulation. Why do so many thousands desire to read Arthur Brisbane's editorials? We think it is because Brisbane was among the first to realize the inevitable office of the newspaper, created by predisposition of the people in these times, to be the teacher of ration.ilistic morality, to secularize morality as a former era of the printing press secularized politics.

Ixach day the Journal editor preaches, as philo.sophers preach rather than theologians. Each day, on this editorial page, one of the foremost rationalistic thexxlogians, Dr. Parkhurst, xvrites a signed editorial, a sermon-dealing with morality. Great numlxers read Brisbane’s editorials and Dr. Parkhurst’s essays and are thrilled xx-ith conviction, riiis is not to say that either writer has divine authority. But the opposition of dogmatists, theological or secular, to thi> new style of teaching morality, is as useless, as ineffective, as was the opposition of O.xford scholasticism, xvhich shut its eyes to the fact that the completion of St. Peter’s at Rome and St. Paul’s in London ended the age of cathedrals and began the age of the printing press.

The Journal was among the first to enter this field. Today, nearly every prominent daily newspaper of the country directs its editorial columns unceasingly in support of progressive morality, or rationalistic religion. Colonel Watterson harks back to days xvhen the editorial writer wrote almost entirely in support of his political party policies, or in ridicule of the opposing party. That day is as dead as the age of witchcraft and magic.

The people turn from the editorial pages and their splendid morality, and read other pages with their “sensationalism.” What then? What man is afraid of publicity?

The people, and the editors, are just now ruminating much on the great maxim of France in 1793: “The liberty of each citizen ends where the liberty of another begins.” Citizens are accepting the doctrine that the act of each individual. public or private, concerns, in some degree, all his fellowmen. To say that newspapers are but gossipers,

peddling tales to satisfy idle curiosity, is to be as Bourbons. They xvho say it are blind.

While the editorial xvriters hold to their glorious ideals, “sensational’’ publicity xvill not he alloxved to harm this nation. The people will not trust nor empower the publisher who is a moralist on one page and a panderer on another page.

CIRCULARS AND THE WASTE BASKET.

The advertising manager of a leading magazine who has been circularizing extensively in the past makes the following important admission: “The habit of casting circulars into the waste basket becomes mechanical in time.” This is the doctrine The Editor and Publisher and Journalist has been preaching for years. Moral: ■Advertise in good trade and class publications.

Enriching the Language

The opening of a "preventoriiiin for child ren threatened xvith disease shocked the purists while pleasing philanthropists. -Xs the word expresses an idea, it may become common, like “solarium” and “sanatorium.” Good naints aid good causes.

Recent {kditical history has given us "goozle” and a new application of the “Return from Klba.” .\Ir. Burgess of Texas insists that the Democratic party has been “paramountej”—defeated by insistence on "paramount issues.” No one can say whether such phrases will stick. Who in Lexow times could have predicted that "glad band” and "come-oti” would be remembered, "pantata” and "t'row a scare into ’im” forgotten?

Recent wars have made every one familiar with "trek.” “hike,” “kopje”; with “inspan- ning” oxen and the “biltong”—for which North Polar controversy supplies a nearparallel in "pemmican.” The Klondike gave us "mush,” meaning hurry along, and a new use of “husky.”

But what verbal mine of recent digging lias rivalled in richness the new occult sciences and religions? It must hax-e been the schoolboy’s “subconscious self” that stole the apples. You “demonstrate a debt” that you cannot pay with material money, and the result is the same—to the psychic adviser. Or you may use the “gold thought” and be rich at will. Instead of committing punishable perjury you blamelessly ‘‘testily from the .Absolute” that your real self has not done that which your other self has done. ‘‘I-overs’ vows” and “dicers’ oaths” have a new standard of falsity.

Wishing harm to an absent enemy has half a dozen odd equivalents. He may be "taken up by name.” He may get “the death treatment.” “Malicious animal magnetism” may assail him, or he may be called the “son of the bondwoman” and bidden to "go out before the free woman.” His body may be advised to die, leaving his freed soul errorless. And, borrowing now from the slang of another period, the victim himself may ‘‘backpedal” down the easy descent to destruction by demonstrating against bis persecutors.

Perhaps these phrases may last as long as “joy ride”—to suggest another fruitful means of recent enrichment of the speech of Shake- speare .—New York World.

He Wasn’t Worth It.

A woman went into a newspaper office in Moberly and wished to advertise for her husband, who had disappeared. When told that they charged $2 an inch she went out, saying it would break her up at that rate, as her husband was over 6 feet long .—Lock Spring (Mo.) Herald.

Utilitarianism.

At last we have found a use for the covers on magazines. A Western man used one on which to write his will, but, unfortunately, he had nothing to leave .—Philadelphia Inquirer,

“CONSTANT READER.”

An Experience in the Journalistic Life of Mark Twain.

At his (laughter's xvedding Mark lAvaiii, in the scarlet cap and goxvii of Oxford, xvas brilliant. He related many amusing, memories of his journalistic life in Virginia City, says a xvriter in the Philadelphia Bulletin.

temperance lecturer once tame to Virgiina City,” he said, “and in his lecture he cited the case of a young Nevadan xvho had died from the effects of a half-pint of brandy.

“The case xvas a xvell-known one, but it had been a pint of xvhisky, not a halfpint of hr.indy, that had killed the youth, and consequently I, as ‘Ansxvers to Correspondents’ man on the Enterprise, xvasn’t astonished xvhen I got this letter the day after the lecture:

“‘To settle a bet. please state in your valuable paper xvhether young man referred to in last night’s temperance lecture drank half pint of brandy or pint of xvhisky.—Constant Reader.’

“My reply to this xvas:

“ ‘Constant Reader—A pint of whisky.’

“The reply appeared, as xvas our rule, the xveek after its receipt; but. mean- xvliile. a sclinol teacher had xvritten in for a cold cure. The school teacher, too, had adopted the signature of ‘Constant Reader,’ and he mistook onr other correspondent’s ansxvcr for his oxvn. Luckily-, though, he had a good constitution, and the next day he xvrote in to us;

“ ‘Dear Editor: Thanks for valuable cold cure. It xvorked splendidly. The cold is completely gone noxv, and nothing remains hut a had headache from the pint of xvhisky.—Constant Reader.’”

Named as State Paper.

The .Alhany- CN. Y .1 Evening Journal xvas designated last week as the official State paper for loio. The designation carries with it a lot of State advertising and printing.

Newspaper Space.

“Ex-ery line in a newspaper costs its publishers something. If it is to benefit some individual, he may fairly expect to pay something. You do not go into a grocery and ask the proprietor to hand you out ten pounds of sugar for nothing, even though the grocer may lie a personal friend and even though the gift might not he a large one.

If the beneficiary of advertising does not pay for it. the proprietor has to settle the bill. Nevertheless many people can not seem to learn that a newspaper pays its expenses by renting snace, and that it is just as much entitled to collect rent for every day that space is occupied as you are for the house you rent to a tenant.

Most newspapers expect to treat religious and philanthropic enterprises liberally, yet in spite of this many of th<;se enterprises expect the newspaper to give them space rent free, while they carry their job printing to some other shop. The place for them to look for support is the prlace they patronize.”

Religious organizations, we are sorry to say, are the worst offenders in this line that we hax-c to deal with. xVe believe that we are just as good Christians and are just as generous as the ax-erage merchant on the street. We therefore cannot understand why we are repeatedly liesought to give away space, by people who would never think of asking the milk man to give them cream for a church social or the grocer to hand over the needed supply of coffee. or the gas man to furnish the light for nothing .—Courerneur (N. K.) Free Press.

The Editor’s Child.

John L. O’Toole, who was, perhaps, the best- known city editor in New Jersey when he worked at the newspaper trade, was putting his little boy to sleep one night. The youngster asked for a story.

“How much of a story do you want?” asked John.

“Oh, about two sticks,” said the boy.— Netoark Nevis.

November 27, 1909.

THE EDITOR AND PUBLISHER,

9

PERSONAL

S. E. Summer, editor and publisher of the Cannon (Tenn.) Courier, was married last week to Miss Hattie Wood. The engagement had not been an nounced and the wedding was a surprise.

.\rchie Bell, who has been connected with the Cleveland (O.) News as special writer and dramatic critic, has resigned, to become the personal representative of Olga Nethersole and manage her tours.

A. J. Bill, for some time past connected with the Bloomington (Ill.) Pantagraph, as agricultural editor, has been made editor-in-chief of Farmer’s Voice, of Chicago.

A. C. Walthall, Jackson (Miss.) correspondent of the New Orleans Picayune, and the Memphis Commercial- Appeal, narrowly escaped death last week when he was struck by a Gulf and Ship Island train at a crossing. As it was, Mr. Walthall sustained an ugly contusion on the forehead, and his nose was badly mashed.

Walter G. Reid, who has been identified with the staff of the Galveston (Tex.) Tribune for four years, has resigned, to take editorial charge of the Hollister (Cal.) Free Lance.

Clarence B. Burleigh, editor of the Kennebec Journal, and author of a number of books for boys, has been seriously ill for the past few weeks and it is thought he will have to take an o.xtcnded rest before resuming his labors again.

Thomas B. Hill, city editor of the North Yakima (Wash.) Republican, was married last week to Miss Caddie B. Tesh.

. B. Towne, who has had editorial charge of the Oberlin (Ken.) Times for the past year, will retire on Dec. i. Mr. 'I'owne is forced to relinquish his work owing to ill health.

James Schermerhorn, editor of the Detroit (Mich.) Times, will be the chief speaker at the dinner of the Atlanta (Ga.) Ad Men’s Club, which will be held Nov. 29.

William B. Blake, Jr., one of the publishers of the Ronceverte West Virginia News, and Miss Lena Lee Edwards were quietly married in that city last week.

ADVERTISING CLUBS.

file Advertisers’ Club of Louisville, Ky., are planning for a big time on Monday evening, Dec. 6, when the annual banquet of the club will be held. Two of the best posted men on advertising and its results will be the principle speakers. They are S. C. Dobbs, of .•\tlanta. Ga., president of the associated advertising clubs of America, and St. Elmo Lewis. The committee on arrangements have planned a game dinner that will include everything obtainable in the way of native game.

Hendrick Goes to New Haven.

William A. Hendrick, for the past two years general manager of the Standard Publishing Co., of Water- town, N. V., has resigned and will become the puhlisher of the New Haven (Conn.) Leader.

The Springfield (Mo-) Republican will shortly begin the construction of a modern newspaper home.

OBITUARY.

Stanley E. Lewis, a well known newspaper man of northern New Jersey, died at the General Hospital, in Paterson, last Tuesday.

John B. Welsh, former publisher of the York (Pa.) Gazette and the York Daily, died of heart trouble while seated in his office in that city last Monday. He was seventy-two years old and had been in failing health for some time.

James Elliott Defebatigh, editor and proprietor of the American Lumberman, died in Qiicago last Sunday. He was fifty-five years old.

Thomas Dimmock, veteran journalist and critic of St. Louis, died in that city last week, aged seventy-nine. His last editorial connection was with the Missouri Republican, now the St. Louis Republic, with which he was connected from i 8(S9 to 1882,

Alfred Bissell Talcott, a newspaper correspondent during the Civil War, and said to have operated the first field telegraph line during that conflict, died at his home, in Washington, D. C., on Monday. He was eighty-four years old. In 1862 he became a war correspondent for the New York Herald and reported the engagement between the Monitor and Merrimac. He was connected with newspapers in Washington for many years after the war.

Robert M. Van Arsdale, owner and manager of the American Engineering and Railroad Magazine, died at his home in New York last Tuesday night. He was sixty-one years old.

WOMEN’S PRESS CLUBS.

The November social of the New York Woman’s Press Club, to be held Saturday, will l)e one of the most interesting and attractive of the season. The day will be under the direct supervision of the president, Mme. von Klen- ner, who has arranged an excellent program, Following the entertainment, the new officers will be installed. They are: Second vice-president, Mrs. Frank Leslie; third vice-president, Mrs. James T. Clarkson; corresponding secretary, Mrs. Ida Powell Priest; treasurer, Mrs. Mary Faulkner; third member of Executive Committee, Mrs. H. Herbert Knowles; fourth member of Executive Committee, Mrs. Mary Coffin Johnson; chairman of Literature. Mrs. Agnes Lewis Mitchell: chairman of Progress, Mrs. Clara Spalding Ellis: chairman of Press, Mrs. Harriet Johnston-Wood; chairman of .\rt. Miss Dewing Woodward; chairman of Music. Mrs. Frank M. Avery; chairman of Education for Citizenship, Miss Plelcn Varick Boswell; chairman of Reception Committee, Miss Marguerite Linton Glentworth; chairman of Membership, Mrs. Frederick E. Bradley; chairman of Visiting Committee, Mrs. Hallie Milburn Dunklin. The president and new officers will hold a reception at the close of the program, for which over a thousand invitations have been sent out.

The members of the New England Woman’s Press Association celebrated the twenty-fourth anniversary of its organization with a luncheon at the Hotel Vendome in Boston last week. The affair was also complimentary to Mrs. Elizabeth Merritt Gosse, a charter member and a former president, who has been engaged in newspaper work, as reporter and editor, for twenty-one years,

ADVERTISING NOTES.

.\lfred B. Lukens, Tribune Building, New York, has been appointed the Eastern advertising representative of the San Jose (Cal.) Morning and Sunday Times. The paper has a claimed circulation of over 6,000 net paid subscribers, and is the official paper of that city. Clifford J. Owen, formerly business manager of the San Francisco Call, is the editor and manager of the Times, and under his progressive management the paper is fast forging to the front.

Herbert Kaufman, of the Herbert Kaufman & Handy Advertising .-Xgency, Chicago, was in New York this week on business connected with, that agency.

C. F. Kelly, of Hand, Knox & Co.’s New York office, made a trip through New York State in the interest of the papers represented by that agency.

The Grandin Agency, Battle Creek, Mich., has changed its name to There’s a Reason Company.

James Veree, president of the firm of Veree & Conklin, special agents. New York and Chicago, who makes his headquarters in the last named city, was in New York this week looking after the affairs of the New York office. Mr. Veree is one of the most popular advertising men in Chicago.

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We mail illustrations of current events daily with text. Quickest service in existence. We beat every service one to ten days on COOK. PEABY, HUDSON-EUL- TOK CELEBBATION, etc.

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Address

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Tlic INTERNATIONAL SYNDICATE

WEEKLY—Pages '20 to 22 inches^ Puzzles and Patterns.

DAILY*^artoons, Comics, Puzzles, Portraits, Fashions, Patterns and Weather Reports. Features for Newspapers. BALTIMORE. MD.

WILBERDING

HAND, KINOX <& CO. PUBLISHERS’ REPRESENTATIVES Brunswick Building, New York City. wnwrwRK 1 Boyce Building, Chicago. OFRirM. I Vlctorls Building. St. Lonle.

urriciwi. ( jonnial Bnlldlng. KausaaCMy

LET ME REPREHENT YOU "THERE’S A REASON” r.P ALCORN, Newspaper Representative FLATIBON BUILDING, NEW YOBK.

SITUATIONS WANTED.

AJv€rti9€ment$ under this elateification will co$t One Cent Per Word.

SUCCESSI'UL WRITER

of advertising, now engaged with a well- known New York house, has some time for outside work and would he glad to hear from concerns needing newspaper or magazine copy, circulars, booklets or “follow up” matter. Charges moderate. Will also nrepare special articles on any subject. Adtuess IIrevier, care The Editor and Publisher.

A SUCCESSFUL

business and advertising manager desires new connections; present position 10 years; highesv references; original ideas; good executive ability, and cai/able of taking entire charge: age 34, married. Newspapers, magazines and trade journals desiring a good, live, (hicagi) representative, please write II, F. K. care Editor and Publisher.

BUSINESS AND ADVERTISING MANAGER

with 10 years newspaper experience in the Western field in cities from 40,000 to 300,000, would like to correspond with publisher that will require a strictly temperance business or advertising manager. Address Box 7, care The Editor and Publisher.

HELP WANTED

SALESMAN WANTED.

A thoroughly competent and experienced printing press salesman of correct habits and good address, for our Western and Southwestern territory. Permanent position for the right party. All communications strictly confidential. Address: Manufacturers, care The Editor and Publisher.

FOR SALE

FOR SALE.

Leading and oldest newspaper in nuidern, progressive 38,000 southern city. Circulation more than double all competitors combined. Splendidly eijuipped plant. Part cash and terms. ilier interests. 43 A, care The Editor and Publisher.

FOR SALE.

Two-machine and otherwise well eiiuipjyid daily and weekly newspaper and job office in one of the best 10,000 cities in the South. Small cash payment and liberal terms on balance. Owner has other interests that rc quire attention. 1). C., care The Editor and Publisher.

MISCELLANEOUS

FOR TRADE.

.\ la page Duplex I’ress, only run one vear. Want to trade for an S paue. Reason.' tix> large. The News-Republican, Kenton, Ohio.

GENERAL NEWS

for evening papers. Snecial and Chicago news YARD’S NKWS BURE.AU, i66 Washington St., Chicago, 111.

ADVERTISING MEDIA.

CONNECTICUT.

MERIDEN MORNING RECORD

Old established newspaper, delivering more than 90 per cent, of its circulation directly into homes. Onlv two-cent newspaper in city. Population of field covered exceeds 60.000.

ILLINOIS.

CHICAGO EXAMINER

The lariiesl Morning and Sunday Newspaper west ol New York and the ftreal Home medium ol Ihe Middle West.

NEW YORK.

THE BUFFALO EVENING NEWS

is read in over 90% of the homes of Buffalo and its suburbs, and has no dissatisfied advertisers. Write for rates and sworn circulation itatemrnt

WASHINGTON.

THE SEATTLE TIMES

The wonder of Northwestern J>>urnallsm; an eye opener to the whole field of American Mws- papers. Without a rival In Its vast territory. Its success Is paramount to that of the great city where It Is pabllsbed.

Circulation—Dally, tM,222: Sunday, 80,700.

10

THE EDITOR AND PUBLISHER.

November 27, 1909.

THE ADVERTISING WORLD.

TIPS TO BUSINESS MANAGERS.

I'rank Kicnian, 136 Broadway, New York, i.s i)lacinB orders in daily papers for the advertising of the .\rizona Metals Company, 113 Broadway, Xew York.

rite advertising of Good Housekeeping. Springtield. Mass., and Humane Life. Boston, for the December issue is Iteing placed through several agencies.

'Hie l-'rank Seaman .Xgency, 30 West Ihirly-third street, Xew York, is making renewal contracts for the Columbia Phonograph Company, Tribune Building. Xew York. This agency is also placing orders in a selected list of papers for Rolu'rt 11. Ingersoll & Bro., Ingersoll Watch, 43 John street, Xew York.

I'rederiek Stearns & Co., Detroit, ■Mich., are placing orders in the magazine sections of Sunday papers for advertising Zymole Trokeys.

The \'titute.

I'he Boston N'ews Bureau, Boston, i> placing orders for the Great Xorth- ern Power Company.

riic Cnited Fruit Company, 17 Battery Place, Xew York, is asking for rates.

Lord’ & riioinas, J30 Fifth avenue. Xew ^■<:rk. are placing orders for the Grenohle Hotel, Xew York.

.M. Winehnrg & Co., 376 Fifth avenue, Xew ^'ork. are placing orders in a limited list of papers for the Omega Chemical Company, Omega Oil, same a<ldress.

The C. IC. Sherin .Agency, 432 h'ifth axenue, Xew York, is sending out or- advertising of Duffy’s .Malt Whiskey.
 * lers to Pacific Coast papers for the

Powers & .Armstrong, Philadelphia, will extend the advertising of the Campbell Soup Company. Camden, X. J., to cities having a population of 73,000 and over.

1'. C. Williams, 108 Fulton street, Xew York, is athling new papers to the list and extending the territory for the atlvcrtising of F. C. Larkin &• Co., Sal- ada Tea. Toronto. Can.

H. M. Hoopes, advertising agent, Wilmington, Del., will shortly place orders in I’acitic Coast papers for the Munyon Homeopathic Remedy Company, Phil- ailelphia.

Wood. Putnam & Wood, Boston, are placing five inches double column seven

The

New Orleans Item

Largest Total Circulation by Thousands

Greater City Circulation Than Any Two Combined

SMITH ft BUDD

rOlllCN ADVERTISING RirRESIN TATIVES Ritiiuwirk Bide jd Nu. Bank Ride Tribune Bide New York St. Louis Chicago

times for the Kirk Manufacturing Company, The Kirk Peanut \’’cnding Machine, 634 St. James street, Montreal, Can., and Old South Building, Boston, in Canadian papers.

The J. L. Stack .Agency, Chicago, is placing orders in Western papers for the Xorthern Pacific Railway Company, St. Paul. Minn.

I'he Richard .-A. Foley .Agency, Philadelphia. is asking for rates in Pennsylvania pajicrs on five inches for fifty- two insertions.

ddte Mahin .Agency, Chicago, is placing new contracts in Eastern papers for the I’acilie Coast Condensed Milk Company. Carnation Cream, Seattle, Wash.

The Dorland .Agency, .Atlantic City, X. J., is placing orders for the advertising of the Hotel Hamilton, Washington, D. C.

The .Agate .-Advertising .Agency, Temple Court, Xew A'ork, is placing orders in Southern and Western papers for the Br( oklyn Relief Sixriety, Kazeeni, 197 AA’eirfield street, Philadelphia.

The .Allen .Advertising Agency, 30 West Thirty-third street, Xew York, is placing orders on an exchange basis for the .-Arlington Hotel, 18 AVest Twenty-fifth street. New York.

Nelson Chesman & Co., St. Louis, are placing renewal orders for Dr. J. W. Kidd. Fort AA^ayne, Ind.

Dauchy & Co., g Murray street. New A'ork, are placing orders in a selected list of Eastern papers for the Toilette Company, Xutroo, 2 Rector street. New A’ork.

The Dake .Advertising .Agency, San I’rancisco, Cal., is placing orders for the advertising of the Palace Hotel, same city, in Middle AA'est papers.

Henry Decker, Ltd., Fuller Building, Xew A'ork, is placing orders in Eastern papers for the Tyler Tablet Company, 278 Seventy-fourth street, Brooklyn.

H. AV. Kastor & Sons, St. Louis, are placing 2,300 lines in Southwestern papers for the Distillers’ Brokerage Company, same city.

Lord & Thomas, Trude Building. Chicago, are placing three niches twenty- six times in AVestern and Pacific Coast papers for the Department of Interior, Dominion of Canada.

The C. E. Sherin .Agency, 452 Fifth avenue, Xew A’ork, is placing orders in Southern papers for the advertising of the Hotel Breslin, New A’ork.

OF INESTIMABLE VALUE.

Baltimore, Md., Nov. 18, 1909. Mr. j. B. Sh.\le.

President, The Editor and Publisher,

13-21 Park Row, Xew A'ork.

Dear Sir;

Enclosed find subscription price for the ensuing year.

AA’e find 'Lhe Editor and Publisher of inestimable value in our work, because it enables us to keep posted on changes oecurring among the newspaper men with whom we have such large dealings.

Very truly yours,

J. G. Pangdorn, Special Representative, Baltimore & Ohio Railroad Company.

ROL-L- OR HONOR

The following publications have allowed the Association of Anaerican Adver. tisera to make a thorough examination of their circulation records, and have received certificatea showing the actual circulation of their publications:

ALABAMA.

! PENNSYLVANIA.

TIKES.

DAILY DEKOCRAT.

BULLETIN .;.

.. .Johnstown Philadelphia

ARIZONA.

GAZETTE.

DISPATCH.

GERMAN GAZETTE .7.

....Pittsburg Philadelphia ... Pittsburg .Wilkes-Barre

ARKANSAS.

PRESS.

UMLb-L bt AUER ••»*■•••••••••••<

wr —. af.aa.*—

TENNESSEE.

NEW8-8CIKITAR ^.

... Memphis

BULLETIN.

San Francisco

BANNER.

... Nashville

CALL.

San Francisco

TEXAS.

EXAKINER.

San Francisco

RECORD.

Fort Worth

FLORIDA.

CHRONICLE.

SEMI-WEEKLY TEIBUNE~7.

METROPOLIS.

. JacksonYille

TIKES-HERALD .7.77_.7..

GEORGIA.

WASHINGTON.

MORNING TRIBUNE.

.... Columbus

TIKES ...

CHRONICLE.

ENQUIRER-SUN.

LEDGER.

WISCONSIN.

EVENING WISCONSIN.

.. Milwaukee

ILLINOIS.

CANADA.

SKANDINAVEN.

BRITISH COLUMBIA.

HERALD.

WORLD.

.. .Vancouver

JOURNAL.

ONTARIO.

INDIANA.

THE AVE MABIA.Notre Dame

lOAVA.

EVENING GAZETTE .Burlington

CAPITAL ..TT 77777777. Dot Ifoinei

REGISTER AND LEADER....Des Xoinei

THE TI1IES.JOURNAL .. Dubuquo

KANSAS.

GLOBE. Atchiion

GAZETTE. Hutchinion

CAPITAL ..7.7... .7.Topeka

EAGLE. Wichita

KENTUCKY.

COURIER.;ODRNAL. Louiiville

TIKES. LouiiTille

LOUISIANA.

ITEK. New Orleans

STATES. .7777.7777 . Naw Orleana

TIKES DEKOCRAT. New Orleana

MICHIGAN.

PATRIOT (Oct. D. 9.664—& 10,689)_Jackton

MINNESOTA.

TRIBUNE (Kerning and Evening)...Kinneapolia

_ MISSO URI.

DAILY AND SUNDAY GLOBE. Joplin

MONTANA.

KINER .Butte

_ NEB RASKA.

FREIE PRESSE (aver. circ. 142,440)... .Lincoln '

NEW JERSEY.

PRESS. Asbury Park

JOURNAL. Elizabeth

TIKES. Elizabeth

COURIER-NEWS. PlainSeld

NEW YORK.

BUFFALO EVENING NEWS. 7Buffalo

LESLIE S WEEKLY (Cir. 207,000)... .New York

PARIS KODES ..7777777777. Now York

RE(X>RD . Troy

NORTH CAROLINA.

NEWS (At. eir. mo. of Aug., 7,609) Charlotte

-—___I

REGISTER (Daily, Sunday, Weekly).. Sandusky

_ OKLAHOMA. ~

OKLAHOKAN. Oklahoma City

FREE PRESS .lendra

QUEBEC.

LA PRESSE .Kontreal

FREE PRESS .lendra

QUEBEC.

LA PRESSE .Kontreal

November 27, 1909.

THE EDITOR AND PUBLISHER.

11

OUR DADDIES

The Quaint Prospectus of the New England Weekly Journal, the First Number of Which was Published in Boston in 1727— i

Its Promises and In- I

ducements.

By James Pooton.

[The fifth of a series of articles by Mr. Pooton, commenting upon early American newspapers. The first was printed in the issue of October 16.—Ed.]

Perhaps the contrast between the papers of today and those of “Our Daddies” could not be stronger ac-; centuated than by what would be the prospectus of a paper today compared with the “Opening Address” of the New England Weekly Journal, the first number of which was published in Boston on Monday, March 30, 1727, which was as follows:

“It would be needless to mention here the particular Reasons for Publishing this Paper; and it will be sufficient to say. That the Design of it is, with Fidelity and Method to entertain the Publick everj- Monday with a Collection of the most Remarkable Occurrences of Europe, with a particular Regard from time to time to the present Circumstances of the Publick Affairs, whether of Church or State. .-\nd to render the Paper more .Xcceptable to its Readers, immediate care will be taken (and a considerable progress is herein already made) to settle a Correspondence with the most knowing and ingenious Gentlemen in the several noted Towns in this and the Neighbor Provinces who may take particular Care seasonably to Collect and send what may be remarkable in their town or Towns adjacent worthy of the Publick View; whether of Remarkable Judgments, or Singular Mercies, more private or public; Preservations and Deliverances by Sea or Land; together with some other Pieces of History of our own, &c., that may be profitable & entertaining both to the Christian and Historian. It is likewise intended to insert in this Paper a Weekly Account of the Number of Persons Buried & Baptiz’d in the Town of Boston: with several other things that at present can only be thought of, that may be of Service to the Publick: And special care will be taken that nothing contrary thereto shall be inserted.

“Those Gentlemen, therefore, whether in Town or Country, who are inclined to encourage and take this Paper, may have it left at their Houses in the Town of Boston or Charlestown, or seal’d up. Directed and Convey’d as they shall Order, giving Notice at the Printing-House in Queen- Street, Boston.

“The Price of this Paper to those who live in the Town will be Sixteen Shillings per year. Twenty Shillings if Seal’d, &c., and to be paid Quarterly.

^ This may serve as a notification that a Select number of Gentlemen, who have had the happiness of a liberal education, and some of them considerably improv’d by their Travels into distant Countries; are now concerting some regular Schemes for the Entertainment of the ingenious Reader, and the Encouragement of Wit and Politeness; and may in a very short time, open upon the Public in a variety of pleasing and profitable speculations.”

That this wonderful introduction is a capital one, and with “Boston” and certain other words and phrases is

MANHATTAN PHOTO- ISMMI ENGPAVINGC?

ENGSAVEILS

'ANDDESIGNBPS

2U AtSSiniXIAM ST. CORNEW- CaAMBS&S ST.NEWYOBlK.

duly Capitalized, emphasized, punctuated and italicised, no one can dispute. And it is these peculiarities, together with the quaint phrasing, that bring into bold relief the wonderful differences less than two centuries have wrought in journalism in this country.

(To he continued.)

To Keep In Touch with

BRITISH TRADE

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MACMANUS KELLY COMPANY.

fiftieth vr*R OF I88UI

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Advertising Agents of Toledo Open Detroit Branch.

Because of the large and increasing j number of Detroit advertising accounts under its direction. The MacManus-Kel- ley Company, of Toledo, Ohio, has opened a branch office in Detroit, that closer attention and improved service may be rendered to the company’s clients in the city of Detroit.

The Detroit branch is housed in the Lightner Building, in the heart of commercial Detroit, and is in charge of D. M. Shaw. An adequate force is maintained to give the Detroit business the attention it merits, and it is the intention to add to this force from time to time, until a complete ttaff of writers and solicitors is at work in the Michigan metropolis.

Supplementing and directing the work of the Detroit staff. Theodore F. MacMaims and M. V. Kelley, the heads of the business, will divide their time between the Toledo and Detroit offices.

Detroit manufacturers whose national magazine and newspaper advertising is now placed exclusively by the Mac- Manus-Kelley Company are the Cadillac Motor Car Company, the Ford Motor Company, the Hupp Motor Car Company, the Anderson Carriage Company, the Keenoh Razor Sharpener Company,

Allied Trade!.

Per Annum Post Free

Published

Monthly

SOME TRADE OPINIONS.

“A represeutatlTe printers’ paper,*'—In land Type Foundry, St, LouU, Mo.

“We do not doubt but that the P. and S. is a good printers’ Journal wherein to adrer tlse our niacbinery.’*—Paul Sboledenwend * Co.. Chicago.

“Very popular Machinery Company, _...

“The leading Journal in England, so far as typographical matters are concerned.’*—McMillan Machine Company. Ilion. N. T.

“We assure you we appreciate your pub .... _ e,. ^ Clere-

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'Challenge

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iiic rvcciii.Mi ivd/.ui a-nitii pent I v^innpany, |

the Detroit “Looscarf” (Zollar Company, | the Reed School for Stammerers, and a number of smaller advertisers.

In addition to the companies named above, it places the publicity for the Elmore Manufacturing Company, of Clyde, Ohio; the Speedwell Motor Car Company, of Dayton, Ohio; the .American Motor Car Company, of Indianapolis, Ind.; the Simplex Motor Car Company, of Mishawaka, Ind. In the accessory field, it handles the accounts of the Hartford Rubber Works Company, of Hartford, Conn., and the Day- ton Rubber Manufacturing Company, of Dayton, Ohio.

Other accounts in the company’s charge are those of the Hull Umbrella Company, the Libbey Glass Company, the Consolidated Mfg. Company, the Toledo Metal Wheel Company, the Lamson Bros. Company, the Ohio Knitting Mills Company, the Toledo Metal Furniture Company, the Gates Tours, the Studio Printing & Box Company, the S. M. Jones Company, all of Toledo; the Fremont Grape Juice Company, Fremont, Ohio; the Vim Motor Manufacturing Company, Sandusky, Ohio; the Reznor Manufacturing Company, Mercer, Pa.

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Always on time

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Asbury Park Journal May Be Sold.

It is reported that local and county Republicans will take over the Asbury Park (N. J.) Journal. Among those said to be interested are Mayor Frank T. Appleby and Sheriff C. E. F. Hetrick.

The Henkle Publishing Co., of Brazil, Ind., has been incorporated.

Send To-day for the List of Users of

••THE KOHLER SYSTEM”

We hare put Id one million five hundred tbouaand dollars* worth of machinery for the electrical control of printing presses.

Kohler Brothers, 277 Devborn st.. chicaqo LONDON; NEW YORK:

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THE LOVEJOY r O.. EsUblished 1858.

ELECTROTYPERS

and Manufacturers of Electrotype Machinery. 44-446 Pearl Street NEW YORK

12

THE EDITOR AND PUBLISHER.

ADVERTISING.

Some Trite Sayings by A Well-Known Figure in Commercial World.

Joseph H. Appel, general manager of Wananiaker's Philadelphia store, says about advertising:

"Advertising is both production and distribution. It distributes the merchandise of the world and then produces demand for still more. It both creates wants and supplies them.

".Advertising is the great builder. It builds businesses; it builds fortunes;'it builds homes and communities and cities and nations. But its highest work is in upbuilding humanity. The constitution and the church follow the flag, but both the flag and the missionaries follow business created through advertising.

".Advertising is the great educator; the great humanizer; the great civilizer. It teaches a l)etter way of living; a better way of furnishing homes; a better way of managing our affairs. It brings communities closer together; it makes friends of enemies and brothers of friends; it binds the world together; it makes the whole world kin.

“.Advertising is the product of .America; of the last half-century of .America’s young life; it is the creative power of this the most wonderful age the world has ever seen.

"The world moves faster because of advertising. Man achieves more because of advertising. .And the human family grows wiser and better because of the wider knowledge that comes through the business intercourse of the people which is possible only because of advertising.

"The civilized world of today is one big business family and advertising is its guide and mentor. ‘How to live,’ says Herbert Spencer. *is the vital question,’ and advertising gives the answer.

“Eve was the first advertiser when she handed the apple to .Adam, and always remember that she handed him a large, juicy, rosy-cheeked apple, and not a lemon. For advertising never hands out lemons; when it does it is not advertising; it may be literature, but not advertising.

“The preacher advertises the value of right living and seeks to lead people to salvation by means of attracting attention.

"The physician advertises to his patient the means of getting well, and his influence on the mind of the sick, aided only slightly by his drugs, performs the miracle of a cure. Diseases, we are told today, are largely mental.

"The lawyer advertises to the judge .and jury his client’s side of the case and wins largely by the attraction of mind to mind.

“The teacher attracts the pupil’s mind by advertising. The author attracts the reader's mind by his l>ook. which is nothing more or less than advertising.

"Governments stand or fall on the at- tr.action. or lack of it. their policies have to the minds of their people.

“.And in the final analysis, all labor problems, social problems, religious, educational. governmental and religious problems must be solved in a business way. and advertising, to the end of the world, will continue to play its important part on the human stage.

“When we learn how to live better (through advertising) there will be little need of preachers or lawyers or doctors. and they will all lie out of their jobs. But until the last man becomes the solitary figure on this lonely old earth, there will remain business intercourse. and the last man himself will be an advertiser.”

THE

New York HeraJd’s Cbristmas Number

will |be issued

Sunday, December 12 th

This issue contains

6 Prize Christmas Pictures in Color

Many Illustrated Stories by the Prominent Authors of the day

Advertisements accepted at regular rates

NEW PUBLICATIONS.

E- T. Staley will launch a new paper at Tipton, Ind., on Jan. i.

The Coalgate (Okla.) Courier has made its appearance. It is owned and edited by J. E. T. Clarke.

The Moncroft (Wyo.) Times has made its initial appearance. Charles F. Schilling is the owner and editor.

The Crasston (Minn.) .Advance is the name of a new paper published by J. W. Wilcox.

CHANGES IN INTEREST.

j John Barnes, formerly of Sadieville, I Ky., has purchased the Burlington i (Kan.) Democrat.

E. L. Richardson has purchased the j Cumberland (la.) Enterprise from A. ' W. Stryker.

i H. T. Vahl, has purchased the plant j of the Xys.sa (Ida.) Times.

The .Alta (la.) .Advertiser has been sold to C. .A. Van Buskirk.

4.0 LEADING DAILIES

have already ordered

HEAD LETTER ATTACHMENTS

for their

LINOTYPES.

Machines equipped with our

Head Letter A ttachment and Advertising Figure Attac hment

SAVE MORE TIME and MONEY than EVER. MERGENTHALER LINOTYPE COMPANY,

TRIBUNE BUILDING. NEW YORK.

CHICAGO. SAN FRANCISCO. NEW ORLEANS.

XoVE.MIlER 27. l‘X)Q.

INCORPORATIONS.

The Horseless .Age Company. Manhattan. Publish magazine and pamphlets. Capital, $100,000. Incorporators: F. J. Wagner, New Rochelle; C. B. .Ames, Metchen, N. J.; S. B Stevens, Rome

Delta Publishing Company, Itta Bena, .Miss. For general newspaper and publishing business. Capital, $4,000. Incorporators: M. L. Turn- age, J. F. Russell, .A. B. Reese, J. W. Bradford and J. L. Haley.

Spokane Morning News Publishing Co. Ltd., of Spokane, Wash. Capital, $100,000. Incorporators: Daniel C. Murphy, R. B. Cummins, C. G. Brown, C. C. Dempsey, John Gray and M. O. Fitz Maurice.

Prudential Publishing Con^f^any, Manhattan Printers and publishers. Capital, $50,000. Incorporators: G. S. Fulton. K. F. Menendez. F. C. McLaughlin, New A'ork City.

Theatre and Club Magazine Publishing Company, Denver, Colo. Capital, $10,000. Incorporators: Robert W. Spangler, Martha Spangler, Francis W. Wcilbacher.

Wholesome Living Publishing Company, Chicago. General publishing business. Capital, $500. Incorporators: .Arthur .A. Drespres, Henry L. Wallace, Wilfred H. Sanders.

The Horse Journal Publishing Company, Jamestown. Ohio. Capital, $10,000. Incorporators: Frank Hedrick. C. E. Gerard, Jesse Taylor, W. J. Galvin, G. R. Spahr.

The Illinois Chronicle Company, Chicago Publish and sell a weekly newspaper. Capital, $500. Incorporators: William D. Neighbors,

.A. N. Fields, George P. Smith.

The Hungarian Publishing Company, Hammond, Ind. Publish a newspaper. Capital, $1,500. Incorporators: G. L. Ulrich, Joseph Haraszty and Frank Biezo.

Oklahoma Farmer and Laborer Publishing Company; place of business changed from Shawnee to Guthrie. Capital, $3,000. Incorporators: W. T. Field, S. O. Daws and Floyd .A. Calvert, of Guthrie; Winifred Isher- wood, of Colgate; John L Britton, of Mc.Alester.

National Newspaper .Association, Denver. Colo. Capital, $i,ooo,(XX). Incorporators: H. H. Tammen, John T. Bottom, G. D. Ford.

Clinic Publishing Company, Chicago. Capital stock increased from $50.(X)o to $100,000.

United Banker Publishing Company, Minneapolis. Capital, $30,(X)0. Incorporators: C. H. Cross, C. H. Benson. Minneapolis; W. R. Gillian, St. Paul.

Union Postal Clerk Publishing Co., Chicago; printing and publishing. Capital, $1,200. Incorporators; George A. Donnelly, Charles A. Friedman, Charles Cox, all of 225 Dearborn street, Chicago, Ill.

W. F. Wendt Publishing Co., Buffalo; publish books, newspapers, magazines, etc. Capital, $250,000. Incorporators; W. F. Wendt, 570 Richmond avenue; C. M. Greiner, 685 N. Ferry street; Floyd E. Huntley, 549 Breckenridge street, Buffalo.