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Newspaper Page Text
. With, both RecorcL-Herald and the later-Ocean weak and losing money, advertisers couldn't use them to bring the Trib and Exam to terms. With the Inter-Ocean out of it, however, and the Record-Herald stronger and nearer the money-making point, advertisers have a chance to play any two napers against one in the morning field, and make 'em all, be good. So they are infavor of the Record-Herald growing strong enough to make the Trib hustle 'for business and a bit more anxious to toady to ad vertisers. If advertisers can tame the Trib in the morning field by making one more paper strong, the next move will probably be to pjay the same game in the evening field by strengthening either the Journal or the Post more likely the Journal. The Examiner in the morning field and the American in the evening field are submissive enough, and play both news and editorial columns to keep in good with the big advertisers. The Journal and Post are tame enough to suit anybody. But the News has been as arbitrary in the evening field as, the Trib has in the morning. -ijjow that he has a paper of his own, Keeley has begun to raid the staff of the, Trib. Among the first to go win be John' Callan O'Loughlin, who has been the Trib's star man in Washington for years. He joins the R.-H. staff June 1. When Keeley left the Trib I thought possibly the fight would be for public approval and circulation. It Jpks now as if the real fight right from the jump is for advertising. That is, the R.-H. willfight to get it and the Trib. and Exam, will fight to hold what they have and to get more. Keeley's strong point as a newspa per man has been more as a manag ing editor than an editorial editor. He is a good organizer of news. That seems to be the game he is playing now. Besides taking O'Loughlin from the Trib he has arranged to get fqr the R.-H. the news and feature serv ice of the New York Times, including that paper's "cable service. Evidently this is considered the best way to meet the Trib's arrangement with the London Times, which arrange ment Keeley made for the Trib. In the meantime, publishers in. the ing fight with interest probably wondering what effect it is going to have 'on advertising in the evening field. All of the papers can't get all of the State street advertising. It wonld, be too big a tax on retail busi ness. . As a rule, advertising inevening papers gets into the homes more than . I-advertising in morning papers. Men buy morning papers after they leave home and read them on their way to the loop. Evening readers buy down town -and read on the way home, many of them taking the paper home with them. The paper that has the largest home circulation reaches the most women, naturally; and most of the retail merchants aim their ads at the women, because they do most of the buying. Very few men will tear their shirts to break through a bargain rush. In making up their women's pages, society columns, 'etc., publishers have this in mind they want to interest women readers so they will read the advertisements. Most advertisers demand reading matter next to or around their ads; and that makes the newspapers big ger more pages. The more adver tising the more space there is to be filled with reading matter; and the more reading matter in a paper the more skimmed milk and the less cream. When you get Tight down to bed rock, the object of the average pub lisher is to publish news, features, jvening field are watching the morn- etc., to get the people to read the ijaV Wj.-.ijiJ, , MLAE-y - .1 jL ;-.JSBdjjfefe