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Newspaper Page Text
THE NEWSPAPER BUSINESS
A recent issue of the San Francisco
Call tells jof a visit of Hopewell -L.
Rogers to California in the interest
of .the American Newspaper Publish-,
ere association and 'the white paper
situation. Rogers said newspapers
in all parts of the county-ere lead?
ing a hand-to-mouth existence; that
the white paper Bupply is sq limited,
that many publishers come, to their
office each day without knowing
whether they will have enough pa
per on- hand -to issue an edition the
next day. He said eastern publishers
are searching everywhere for new
paper'sources, but so far had a'ccom
plished little. . "
Rogers is business manager, of the,
Chicago, ikily News, the owner -of
which' can do quite as much to solve
he problem as any publisher in the
country. Lawson is the big man in
the Chicago publishers' association
and by taking the lead could put all
Chicago dailies on a 2-cent basisr
and at the same time cutnown much
paper waste by cutting out the many
useless editions bf the afternoon pa
pers. These frequent editions are
printed to increase, . circulation and
thus justify higher advertising rates.
The truth is, however, that much of
this "extra" circulation is valueless
to the advertisers, because the ad
vertisements in the early and late
editions, are seldom read. Besides,
there is duplicationrone person often
buying more tttan one edition a day
of his favorite paper, and only for
The waste of white, paper by Chi
cago papers is still enormous, not
withstanding the' economies they are
practicing. The papers hurriedly
read and then left on surface, "L"
and suburban' trains run up into
big money. In large quantities this
waste paper will bring from dealers
one cent a pound, yet .publishers sel
the paper at wholesale to newsboyo .
and carrier at six-tenths of a cent
per copy, and at the new rate to pub
lishers costs 3.1 cents a pound at the
mill or VA cents per pound with
freight adjled. Two cpples of a 30
page issue of the Daily News weigh,
a pound. ' - . ,
. It's all right for tie publishers to
look for new sources of supply, but
if they will eliminate all waste and
quit selling white. paper, beiow cost
they can get along with the supply
they have.- It is big dailies like thg
NewB, and the big Sunday issues like
the Tribune and Examiner, with the
awful waste of white paper, that are
starving the little fellows to death.
And the mad competition to get cir-.
culation so as to get advertising is
responsible for it. " I know of nqthing
that would do more to -solve, the
problem than for the Chicago dailies
to. go to 2 cents. The movement
would then spread all over the coun
try. v .
Another way to help would be for
the papers to quit selling "position"
space that is contracting to print
advertisements wholly qr partially
surrounded by reading matter. That
policy makes for more pages. If they
would stick to "runof-paper" con
tracts and mass their ads, the big
dailies would save many tonst of .
white paper and bring'demand down
closer tosupply. Lots of the slob
ber that isn't news.gets into news
papers only to fill the space around
ads. The News and Tribune are the
best examples in Chicago of the
massing of ads. The worst offenders,
quite naturally, are the weaker pa
pers which have to grant concessions
to advertisers in order to get business.
TDID YOU KNOW "
It is advisable, not to have a piano
around where there is aaby who
has the habit of putting things in its
And a dogfish won't, run after a