xt7k0p0wsz39 https://exploreuk.uky.edu/dips/xt7k0p0wsz39/data/mets.xml Kentucky Kentucky Press Association Kentucky Press Service University of Kentucky. School of Journalism 1957 Call Number: PN4700.K37 Issues not published 1935 Aug - 1937 Oct, 1937 Jul - 1937 Aug, 1939 Oct - Dec, 1940 Jan - Mar, 1951 Aug - 1956 Sep. Includes Supplementary Material:  2005/2006, Kentucky High School Journalism Association contest 2004-2005, Advertising excellence in Kentucky newspapers 2003-2005, Excellence in Kentucky newspapers newsletters  English Lexington, KY.: School of Journalism, University of Kentucky Contact the Special Collections Research Center for information regarding rights and use of this collection. The Kentucky Press Press -- Kentucky -- Periodicals The Kentucky Press, March 1957 Vol.23 No.6 text The Kentucky Press, March 1957 Vol.23 No.6 1957 2019 true xt7k0p0wsz39 section xt7k0p0wsz39 , EEE
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, March, I 95 7
Published in the Interest of Community Journalism . . . Of, By, and For Kentucky Newspapers E
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:13; , “1%,, Coming Events——-
3:; E ’ 2nd District Mechanical Clinic 3
: VOLUME TWENTY-THREE Dawson Springs, Friday, April 12
NUMBER SIX . . . -
KPA Spring Executive Committee Meeting
. O . .
E . Dawson Springs, Saturday, April 13
: Publication Office: ' _
SW“ of Journalism KPA 88th Annual MICE-Summer Meeting 3
3 University ofK t k
: Lexington enuc y 3 Kenlake Hotel, June 4-6, 1957
Y I 1 .
Ofiicial Publication Kentucky Press Assoczatwn E 3 fl'

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; Press Sermoelnc. /€§'1:;;‘gi ‘11" , IS <
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” % One-Way Route Service //; (j ' 1
' 1 M Assist
1.’ 1‘ Through the one-order, one bill, one check plan — " V L Amerit
I . § ,1, M; rag; ti01
'1 ‘ ? KPS is equipped to give service to the advertiser @1M / /‘5";:,5‘.3"' ~ (Condei
‘ l and agency from the time a budget is being made un— 9 fl] 1/! m "I ,1 Sum
. : ' til the last statement is paid. 3W/% . 1“ SP
: For the past fifteen years we have been giving the ., p, ' [<14- " In the g
' following services: » (W 1? _ I flit”; ti,
fl _ 3 1“ i em ull
3 O assisting in making up a budget ,4, ”3"“ / {I i Altho
i O assisting in choosing a string * ‘ é”! _ *i/MW ( time of
‘ O issuing individual contracts .2 ‘ y1%L%%/' 1 Centur)
. h O issuing individual insertion orders e , . M variety,
I O mailing mats, plates or copy ' ' :1 comp
' O furnishing requested proof of publication 553;:
3 . rendering blanket Remind Statements KPS does not offer special group rates. Space users imam]
;, . paying the indiVidual publiSherS may select from the Rate Book any particular group, 1 lion" :1
. handling all details and COUESpondeme or use the entire list, dailies and weeklies. Through to this
- ‘I and doing every other thing within reason to insure arrangement we service border COunties in Indiana 1 our use
i, satisfactory service and obtain best possible advertis- and Ohio, and cooperate with the Tennessee Press 1‘ line 501‘
[ ing returns. We check for position, press work, and Service in servicing border Tennessee counties. Com- ; [mmJa
i make suggestions to our publishers on more. effective pensation in lieu of group rate is received from rout- ’7 11:11:11}
1; placement. ing your advertising schedules through the one-order i i954. l
‘i WithOUt exception we have enjoyed our working plan; it saves the agency large overhead office ex— i
it relations with the agencies using our service—we in- pense. j - “Few
ill vite the continuance of these working plans and also tllllds, 1
it invite the inquiries of agencies who have never ac- Kentucky Press Service, Inc., is an affiliate of Weekly 1 (lertake
1"? cepted our offer for simplifying entry into the news— Newspaper Representatives, Inc., which organization other ll
i papers 0f Kentucky. is the only authorized national advertising represen- 1 “”16 01
' 1 No space under 5 inches accepted, unless for con- tative of Kentucky weekly and semi-weekly news- r :11 1’1’05
t tinuous run. papers. National advertising schedules placed with y grea
i _ WNR for all weekly and semi-weekly newspapers in T mlor‘ ]
1 THE AGENCY who uses our office for clearing Kentucky are cleared direct with the absolute mini- i 2:: :1
j 0 issues one contract to KPS mum of time lag. WNR maintains service offices in imprfvc
‘ 1 0 issues one insertion order to KPS New York, Detroit, Chicago, Atlanta, Philadelphia, r place in
3| 0 supplies string of papers and San Francisco, With the main office at 404 Fifth I arisen 1
,E O supplies mats, plates or copy Avenue, New York 18, New York. WNR offers an anticipa
j o pays the bill to KPS in one check less agency discount. identical one-order plan for national coverage. I hope Pl
j n : SERVICE Three Easy Steps: KPS will help select product i mum
:r g 5 \ markets, give market surveys, and help plan any cam— v :31; 8:1:
l1 ‘ paign to cover. 2. KPS assumes the time consuming ‘ _
1‘ THE AGENCY AND ADVERTISER order-checking detail of scheduling; it renders one in- : 31:11:]
i 0 reteeive full crecflitthon each contracci: {311d ingertion order voice and proof tearsheets at the end of each month. t Obsolete
£ re same as 1 . e agency Issue e orers ' 8. On receipt of agency’s monthly disbursing check, 9 “The
KPS Will not knowmgly extend any of Its servrces KPS pays its newspapers by monthly check. ing fiek'
i}. to unrecognized advertising agencies or advertisers, ‘ i lack of
1:5 nor will it knowingly accept advertising which might Legitimate advertising agencies and national adver- * ment.
1; unfavorably involve the publisher, his newspaper, his tisers are urged to use the services of KPS; to advise used-as
i ‘ ~ readers, or his advertisers. with KPS on all affairs of mutual concern. 3:115“
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1:5; , the typl
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 1 ‘ 51111.1.
51 1121
1 1‘ 11. 1 1
1 111 1
1 I 0 \ o . Thus, by the use of lenses, lights and 0p- 1 1.11 1 1
1 EVOIUtlon In Prl ntl ng MethOdS tics, these characters are projected on film. 151 1" 1111
a// 1 In addition, by quickly changing the lens 1' 1 1111
‘fl 1 ' ' arrangement in the camera unit, one size 1 111 1 ‘1 1
V I I 1 IS Changlng The Graphic Arts character can be projected in a variety of 11 1111 1
‘ 1 sizes on the film, thus effecting appreciable i1 1 111 1 '
‘ ‘ By L. R. DURANT determines his relative success in the busi— “Wing“ over the quantity Of hot type ma- 1111111
W 1 Assistant Technical Research Director, ness. trices which would normally be required to 1 111
American Newspaper Publishers Associa- Union Resistance cover [1115 range 101:1P01ht sizes. Since the " 111 1
1 tion Research Institute, New York “Some of the lack of rapid technological keyboard and principle operating features 11111 1
1 (Condensation of a talk for the Pennsylvania improvement may be attributed to the power 0f the Potosetten are the. same 315 on a 1 1 1 1 1
1 State University Journalism Forum) of the union movement in the printing in- standard line-casting machine: a printer can 1 ‘1 11 11
1 ln speaking of the mechanical evolution dustry. . . . Progress has been especially quickly learn to use the machine. 11111 1
1 in the graphic arts, it is first necessary to ex— slow in the letterpress field because of the PhOtOH 1 1 151 1 .
1 plain the reasons for the choice of the word number of different craft unions performing _ Other machines, to do essentially the same ,1 1111 1
,1 - “evolution,” in preference to “revolution.” specialized functions such as type setting, J01), are 1h various stages 0t development. 1 111
=_ 1 Although the printing industry, from the photoengraving, and stereotyping. “7lien One Of the “1051 interesting 01 these, because 11 'j 1
:\11 1 time of Gutenberg to the middle of the 20th new processes tend to eliminate functions or 01 1t5 electronic. approach, 15 thC Photon. I1 111 I
71 Century has achieved tremendous growth, overlap fields, the change is likely to be re- Here, the operation 15 based 0h.“ revolvmg ' 3 111
( variety, and a high degree of specialization, sisted fiercely by the particular union af- thsh hmtrh‘ thh 31Xteeh type taces etched 1111111
1 :1 comparison of its development, which iected adversely.” 0“ 115 surface. 1 1 _ 1 1 111111
1 spans five hundred years, against the rapid Considering the relative ease with which The COSt 01 thls (1151‘ 15 five hundred (101' i 1 11111‘
1 progress shown by the electronics or aero- ”(110‘ and more recently television, can lars as compared With twenty-five thousand 1 1111111
)6 users 1 nautical industries, makes the use of “evolu- broadcast bulletins and news, in addition to dollars 101 the same 11111111)” 01 type faces 1 1111111
group, tion" a more accurate selection. In addition entertainment and advertising, we can add 1“ magaznres. The operator COIItI‘OIS 0116 1 11111111
‘hrougli to this long history, other reasons exist for another important requirement—speed. If hundred ninety-two fonts Wlth the use Of . 111
Indiana ‘ our use of the more moderate term. To out- newspapers are to continue to successfully one (115k and the twelvedenses incorporated 1 111111
8 Press 1 line some of this background, I will quote resist the increasing competition of other 1h the photographic t‘htt- PhOtOh’ using a ' 1 11111‘
C from a report prepared as a group project media, high production speed is necessary to standard Uhdet'WOOd electric typewriter, 11 1‘1
I 0m. at the Harvard Graduate School of Business provide the editorial department with suffi- memory units hhd ‘1 stroboscopic hght to 11 11
m rout- 1 Administration, and published privately in cieiit time for the preparation of news, to ”freeze" Ohtl' the character wanted at any 1‘1 1 111
le-Order 1954‘ meet tight bus, train, street and home deliiL given instant, as the (1151‘ containing all 1 1 111111
fice ex— j Speed, Volume, Color ery schedules and therefore insure the timeli- characters revolves at eight revolutions per 11111111
' ”Few printing concerns have had the ness of the news. second, represents a “10de approach to 1 11111.1
1 funds, technical skills, or inclination to un— Let us now examine each of the mechani- PhOtOCO’hPOSttK’” _ 1.11 11
Weekly 1 dertake research activities. Compared with cal departments in turn to see what is being Although these machines are. net yet gen- 1- 1111
1ization 1 other industries, printing is spending very done to improve the quality of newspapers, erally available, they are 1h. daily use at the . 11 111“
:presen- 1 little on research. Nevertheless, technologi- and to speed production, thereby giving the Qtuncy, Massachuseets, Patriot-Ledger, where 1 1 11 1111
. news- f cal progress is being increasingly stimulated editorial department maximum time for they are being checked 101" performance and 1E1‘1 11
_ . by greater demand for speed, volume, and preparation of copy. And, of primary inter- refined by the manufacturers, to Stllt pro- 1311111:
'd Wlth . . - - . - . . .- , - (luction rc iiirements. 4 1 111111
1 'n tolm. Despite these pressures for improye- est to publishers, pioduction. Speed helps in 1 1 q . 1 1. 1 11 11111
.pers 11 1 ment, there does not seem to be any sense reducing production costs. Among the advantages of photocomposi— 1 1 111111111
6 mm? 1 of urgency for progress in the industry. Past In the composing room, much work is be- tion are the savnigs 10 he made over hOt 1 ‘ 11111111
hoes m improvements and developments have taken ing done to supplement line casting—or hot metal 111121tl'1CCS,-l)y using either fewer maga- 1, 1 11111111
lelphia, 1 place in an orderly manner. Inventions have type—composition. Various machines are in zines of type, in the case of Fotosetter; or 1 11111111
14 Fifth “the“ under pressure from, rather than in stages of development and one, the Foto- (1151‘? With PhhtOh: to photograph a range 1 1:11 11‘“;
Ters an I anticipation of, needs. Cast type, the Stan- setter, is already available and presently in 01(11110r91‘t P0111t 51105 and styles 01 WPE In ‘ ‘ 11
1_ 1 hope press, photoengraving, paper feeders, use in at least six daily newspapers and some i‘ddlthh: other benefits are possible—these 1 111111
1 and rotogravure presses were all conceived one hundred commercial printing plants. include 1mproved1qualityiland heXIbthtY- t , 111111
product 1 as supplements to existing processes. As the Fotosetter 1 lImprpyements 11“ 12:11:11; 21;: :PE?::; 1 11‘
1y cam— 1' new equipment gained acceptance, it grad- The Fotosetter consists Of a circulating 11116111 geiuiscoilrzfeecrted ‘on film rifher than ‘ ‘11
isuming 1 ually replaced outmoded types instead'of matrix line-casting machine, SUCh as ls USCd inhafiibcssed )hlsiciill in hot metal Wear and 1 1111111
one in- causing wholesale replacement actiVit)’. throughout the industry, with one important (I I ‘ I IV 1‘ Y 't . almost entire] 1 1 11
, Smaller, marginal ShOPS tended t0 retain the change—the pot for heating the metal and emhge to “e “fat“. “51““? 1 Y 1 111 1 1
month. 1 obsolete equipment. the equipment for holding the line of ma- eliminated. Flex‘bhttl’. 15 attained by the 1‘ 1111
check, 5 “The attitudes and nature of the publish- trices in position for casting, have been re» ease With which type 81265 can be almost m-1111'11111
1 ing field may be responsible for some of the placed by a camera and film holder. stantaneously varied by the operator in sit- 1, 1111
1 lack of emphasis on technological improve- The Intertype Corporation, manufactur- ting, for eaample, dtslh‘tl’ d3 vertttthg-fil h 1 1111111
ladver- 1 ment. Production efficiency is not often ers 0f the Fotosetter, uses matrices very addition, “filth characters an letters ‘0“ m, 1 1111
1 advise ‘ Used as a measure of success or failure. The similar to the hot type variety, but in place a w1de1variety Of page arrangements can be 111111
publisher is more concerned with the read— 0f the letter or character indentation neces~ made simply, 0“ sheets Of acetate or glass. 1 111; 3‘1
111% matter than the factory product since sary to mold, they have inserted in each mat Limitations 1 1 1 1 1 11,1
1 the accuracy Of his judgment in supplying a disk containing a transparent letter or oth- Although there are various limitations to 111 1
. the WW of literature people want largely er character, in the center of an opaque field. photocomposmon, such as the cost of film 11 1
‘ 1111
1 11:11: 3
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~ = 1111,11

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ll'illlll '|| 1 1 | PAGE TWO THE KENTUCKY PRESS MARCH, 1957 MAR‘
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5,. g. '1 and the difficulty of visualizing a photo— finishing machines from Germany have re- being de-bugged. Other companies are wmk.
, ? graphic layout as opposed to arranging lead cently been announced by the Hoe Com» ing on better and faster tying machines auto W
_~ ‘ type, one of the main drawbacks is the need paiiy, which will distribute them. It is matically linked to conveyors, so that 1hr ‘
for further processing before the photo- claimed that these machines will produce flow of newspapers from press to streetwm
composed work can be printed. In letter- better plates with economies in fuel and require only those men necessary to “PEPE In
- press priting, which is used by almost all metal, and will simplify and improve the vise the machine. 3
, ' newspapers, a relief image is necessary for register of color plates. For Sunday newspapers, various comii
either direct printing or stereos. Therefore, In the pressroom, research and develop» panics are working on more and better (15'
‘ '_ a pliotocomposed page requires further pro- iiient are up against major obstacles. The vices to automatically stuff or insert their 1’
j! ‘ cessing through the photoengraving depart- press manufacturers, since theirs is a highly sortmeiit of supplements which comprise,
' ‘ ment. competitive industry, constantly improve Sunday paper. Certainly this work can and1
. Since most engraving departments are their products. Although competition is 211— should be done by relatively simple mechanil (Joni!
1 geared to handle the usual volume of news ways present, due to the long life of press cal devices, leaving men free for supervisors major <
, ‘ , cuts and advertising plates they are normally equipment and the capital investment necesv tasks. 1 this yea
' not in a position to pick up an additional sary, the manufacturers lack the stimulus We agree with the Harvard group wheni Then
‘ I work load without more men and equip— given, for example, to the automobile in- they say, “With rising labor and material} an efl'Oi
' merit. This problem has been greatly simpli- (lustry. costs, relatively fixed advertising rates, and' 1. Cr
fied by the recent introduction of a rapid A publisher will not buy a new press be- increasing competition for advertising from iiig dol
, ,1 etch process. cause of a model change. He must replace, other media, today’s publisher faces the 1111-. 2. W
In the engraving department, the avail' hOWCVCT. when his equipment is either WOTH pleasant prospect of further profit squeezes. sentativ
,_ j ability of the ANPA-Dow rapid etch process out. or too slow to match the production It appears that the best hope of the pub" positior
1 for magnesium has helped to add impetus to achieved by the opposition. lisher in combatting this unfavorable trendi that co
’ i the further development and use of photo- High Costs is through improvements of the Illilnllfat-i The
1: composition and, at the same time, has re- To indicate the magnitude of cost en. turing process. Otherwise, the appalling': course,
- moved much of the tedium Of etching 1‘011' tailed in a press installation, the Philadelphia mortality of newspapers will inevitably coni‘ Inc, wl
' tine matter. This process, developed jointly Bulletin recently installed seventy-two such llnue." 1 fice in _
by the Dow Chemical Company and the Re- units and fourteen folders—adding up to . —-———O———- York, I
V search Institute Of the American Newspaper about eight million dollars. This press, when Can Edll‘Ol‘ Comment i newspa
Publishers Association, is now in use in it can no longer meet the production re- On Submitted Material? ' Spread
l twenty newspapers and approxlmfifily sfi‘xty quired at the Bulletin will 'not be scrapped, Frequently a member publisher asks if he' But'i
3?: 5331131?“ ng p mug 332123111'51.?i2'd11133'1'2i525"1051122133533,33? 1““ 11. W1“) “k “1“ f” ““6”“ iii'liil
1 Briefly, it consists of a special machine tive news )a ers here or abroad to continue meiit on an item or article in his newspaper, has, for
l and a chemical etching fluid which, because [ormiii 'Iforbossiblv another) thirt tears The lollowing from the . Bulletin 0' '1", tion cr
l" of its incredients provides the necessary pro- per h ,- i '1 ' 1 1 .( l't' y )d' 1 HOOS'CI‘ State Press Association will be 0' seekin '
l .' D 1 3’1 f tl e 'ma e normallv O \lOllS l” unc er “€56 conci 'OHS’ ra 1ca interest to those who face this problem: 1' ' g
ii tection to He 51(6540 1 l, g I - ' change, although poss1ble, COUld not, even “We regularly publish a column written Weel
1| prov1ded by the tedious med time c01::timii:i% if attained, be economically accepted over- by a local man. Recently, we appended a“. onea v1
Efgfiiflfiiaififiiii“;1115;133:3214”“34 1311:3353;gigging?,f 3;; 11m smingwe (1111 1111011111111; 31.1. 111
1 as strong as in conventional etching, much 22:11:65“ rodliict continue thweve: espe— With the contents of. that particular column; [3:211
1‘} time is saved by eliminating most of the inn, in Elie field of run-of—paper €010}. He objected and claims we should have tori1 them .
l manual Operations. (Fi‘iiall the department which has prob- mum hm] before ilddmg the note. Wes-erg bus ’tii
1i , On deep work, savings Up to forty-five '11 y’, d 1 t tt t” it ld — under the impression that we had the right, . d)’
1 . ~ ‘0 y receive eas a en 'On’ ye W0" re to make the comment we did and would up ‘1“ acc
5‘ minutes per plate are reported by users 1“ spond most quickly to a major effort, is the t) 1 . . ,1 .4 , advertis
l i the field. This development has increased mailing room. Here, the entire circulation Prf¥il L )3? opiiiiont'onl Ugh. lis ri 1m; advertis
'1; the PTOdUCtiViW Of the engraving depart» must funnel through on its way to the read- t ,1 1116 tel“ or twas C111”? yflV'lt, Iii: l-udgegofi very pc
'52 ment, without a corresponding increase in cm Yet, although wire and twine tying ma- Olfce 161111'016das' e is ae st) A] Dditor' and pr:
' 3" an )ower, and has paved the way for the . been develo 36d and are used ‘" 1‘“ 15 1391516 m the PAPCI- ‘ n e 1
l: m If ,_ "t ires and if desired bv the chines have . I . ’ may explain that the contents of a columnl N0, 1
‘ 1111 .,
1 _ ’ the views or poliCies of the paper, or mil, than P‘
1 ‘Electronic Engravers . . essary to get the papers counted, stacked, choose not to publish an article or column-r area P‘
l Electronic engravers are also gaining more eovered with protective wrappers and tied, “It should be noted here that disclaimiflgi since I
i widespread use in the smaller newspapers, is appalling. agreement with the contents of a columnoh days In
permitting the use of timely pictures without Mail Room Progress article does not relieve the newspaper from, thing ti
1‘ the cost of expensive photoengravmglde- Fortunately, this major bottle neck is now liability if the article or column contaim zines e'
il partmcnts or dependence 0‘1 commercm 6'" being attacked by many people. The Cutler- statements that are libelous. VVhetliel' in l suspe
'1‘ gravers. . Hammer Company, long present; in bOth article or column is written by a memberdr 15 knov
i In the stereotype department, the equP' press and mailing rooms with drives, con- the newspaper’s staff or by an outsiden [midi the wa
’1 ment manufacturers are developing new trols, and conveyors, is developing an auto- or not, the paper is liable if libelous matter: and in
i models and constantly imPTOVihg older tYPCS' matic counter and stacker. In addition, they is published.” And, 131
'," - ,_ Plates can be cast by automatic equipment are designing a programming unit which will __.___ he gets
i at speeds uP to four per machine. XVhen act as an electronic intelligence for this de- Congress is considering tightening posit] The
more production is required, additional mi" vice. The stacker has been in field trials at regulations to reduce flow of sex in 111th data sh
‘ 1 l chines are necessary. ' New casting and plate the Milwaukee Journal and is in process of and books. Paper ]
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.H, 1957 MARCH, 1957 THE KENTUCKY PRESS pAGE THREE ,_ i, E d E .
:11165 are onE. . The number of banks in the city and their EE l E E
Wee Ies Must He p T e Re 5 ddedd. E ii
;, so that tht ‘ Other Market Data— i ,1} i i L 3:
to Street will - - - For both city and trading area, the num- ; LE h; E
sary to suEieEE In 6 Ing 6' r Otentla a r et ber of: Automobile registrations, telephones, L ii EE . I
i r ‘ . E E i L
. : IV sets, automobile outlets, chain food l 3} HE E 3
various c . _ _ . E- E. ' . . . . ‘ E ‘EEE
ind bett 03‘ By Wilbur Peterson wanted, how to get it, and what to do With for?" Independent fOOd 5‘01“ (hug stores, ‘ ' i l i L
er ed . _ . . E . tart ware (ealcrs, lumber al 2 i -. i ‘ ii
insert th Head, Bureau of Media Service it. Moreoxer, they should go about compil- E . E . . ‘16 €19,E (161an E E EE E E
l .63} School of Journqhgm ing this data without further delay. :nem SLOIC‘S’ Oil—gas StthhS’ hhlk 011 plants, L E i i i
‘1 COmPUSH , _ l, ‘ ‘. . , , arm machiner dealers, feed and fer “ L i
work can EEE State Universuy of Iowa The writei was recently told by “/arren 1 ,1 .. l E y . hhzhr EEE ;E E
and . . . k E . 1 11 l E. Grieb, general manager of Weekly News- (ea eis, )everage bottling plants, beer dis- El EE 5
n1)le mechaniE Lonipilatton of mar ct cata siou c :ela paper Representatives Inc that “very defi- tributors. The questionnaire also requested E L EEi L
or superVisorEiE inanr effort in the weekly newspaper 16 d nitely VVNR wants any and all market or the names of these dealers and the brand E 1 EEEE E
this year. media data that is available about weekly names of the products handled by each, ‘2 E EEE E ,
l group whenE There are two very good reasons for such newspapers ,, ' All Of the foregoing i5, in my opinion, in- ‘ L Eliii
and material an effort: H . . formation that everr n, r- z - . ' ‘Q iii Li
" ‘ l (' ‘thlOll for the national advertis- Why? Here 18 the answer, direct from MI" . ~ , , ) euspiper should have V ”xii .
11g iates, and . .ompc . d c e . Grieb: “Weekly newspapers must provide at its fingertips at all times on a strictly up- E ill 1
,‘Cl‘tlSlllg from iiig dollar continues to grow keener. their re )resent'itive 1 encies and ad ert‘ e [oedatc basis. Do they? I hope so—but I ' . ‘IE , I
faces the mi 2. \Vith a nation—wide newspaper repre- . . l ‘ ‘ ’ E‘g ‘ ‘ V 15 rs (uickl' recall the (11,5 wlie .E , ,- ,1 , l ‘ , i]
~ . .. , . . 1 b Wltll far more detailed market and media 1 . l . ‘l h ‘ h‘mOh“ “C' EE E -.
rofit squeezes. sentative, weekly newspapeis aie in [16 est data if they are to compete with other media vertiser was mighty lucky if he ever received , HE L
. . , - r x . ii
3 of the )lll} )osition the! have ever been to (o )e With _ . . E . _ from us a -. , . . . .. _
E ., bl l :1 IE. . “in” l for their share of the nations advertismg llet 0f the gIEm‘ClS In our tiade iEE -E
\014 e tienE tldL conipc ii I. (1011“,, teiiitory. Yes, I hope times have changed . EEE2 l
, ' '_ E . . ., ' . '. ‘ ' . E . E
the manufa-E The nation-Wide iepresentative is,E of Several months aoro WNR sent out a mar- from those days. If they haven t, I am very .. EEE E :
ie appallmg‘: course, \Veekly Newspaper Representatives, ket data questionnaire More such question- sure that the point has been reached when , EEEEEE
ievitabl con-l Inc. which recently 0 )ened its fifth sales of- . ‘ . ‘ ‘ _ the' must Chan _ _ . EEE E E
Y i '. . _\ 1 f 711.1 I . N naires Wlll be forthcoming from the VVNR )E . . , . ge weekly publishers can no hilly
fice 111 L03 . llge 65- 16 0t 1ers are 1“ 3W offices durin 1957 longer afford to ignme requests for informa- , EillE‘E
—- York, Detroit, Chica o and Atlanta. “7eekly ‘ g ' . _ . tion about their market. The tim -E - EEI'EE,
Wl' 1 h h 1 e is iere ,EE
3 news npers have never before had such wide- Mt “at Mt questionnaire soug t m me when thev “must JTOVldC k d ‘iilil E
l sprefd represeiitatiion wily of market and media information seems if they 'er ti) Lt. ' marf H “at? iliEEi
E . E , ( . . . . ... ‘ . compee . .. or ieir E} El
. . v rl r Viewm ‘ here now, for two reasons. E .
. l But neither \MNR nor any other repre- “.0 H e g . . _ share?” Those a ers tl th e I _ ‘li E
her flSkS If he. . l ’d ’. l f 11. First, the response to it was not impresswely '1 l l . f p P m ment yet com E ‘. E E. E
' sentative. can (0 an a e uate 0) 0 se in . )1 6( tie in ormation re u s l , ,E 5 ‘l .1
01‘ make C01“ . . q 1 .g heavy; and second, no publisher can become I , q ested 3y WNR E . ‘i E’ E
. . for the newspapers it represents unless 1t . . . . should do so Without further delay. 2 EE if:
15 newspape, h' f . . 1., d' 'b . . t too familiar With what the national adver- . . . ,E LE dEEj
lletin Of [119' .“s’ 01 1min“ him 151:“ utiEon 01 arise}: a tiser wants to know about the local news- There 15 other information about local . 1‘ h ELEI'L
. tion, C01n)€[€ (ata a out tie mar e i is . . E . . - - ‘ E z
n will be of seekin “1561] paper and the market it serves. In truth, all markets that WlNR Will be seeking during E E iii
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problem: E E g 0f the information an advertiser wants 19"" Ju“ What the he“ qhe‘mhhhalre “”11 . E; EEE
lumn writtan “ eekly newspapers as a “711016 have nevei should be available in the newspaper office ask, I dont know, but Mr. Grieb has said 1 E, EEE
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appended EEEE eiEieEa veEr)y sfitisl'ictOiyE or afiyuhelre near c0:1 at all times and on a current baSIS. tElEEaEt TEA l\ER (wiflil Eseekfout in 1937 Eevery pos . E EE EEEE
E wholly ang pEe e JO EoE promoting t emse ves —E ex 1 \VNR sought to learn the following in its si )e actE an gure or presentation to po- E E EE EEE
:ular columns tiough this is Ewhat they preach to their cuse initial questionnaire: tential clients. E EE E E EEE
uld have con timers week in and week out. Many of About the Publication— A look at what daily newspapers provide : EEEi
ate. We were filem, probably "105‘ of them, have beenEtoo Its circulation, the communities it serves, in the way of market data may be helpful at E E: EEEE ,E:
had the rightE 11:): to tell the story of their own qualifies and its circulation in each community. this point. It duplicates some of the WNR EEEEEEE
11d would HE)- E”; accomplishments to the Phhhc an the The population of city and county. request. of course, and goes further. If you i } ’EEEE EEE
E d(E\ertisers they serve. Many either Wllte no The average number of pages per issue; are familiar with the Editor 8c Publisher E lilili
hiii his n'ghb‘f atvertisements selling themselves, or Eelse the percentage of news and editorials, per- Market Guide, you are acquainted with one : _ i‘iEL EEE
sole judge Of: her? poor advertisements. A5 for complhth centage of pictures. percentage of want ads, pattern for compiling and presenting mar- ‘ ‘ EiE EE
r. An editor ‘1’“ 131656110118 market data, gOOd heavens. percentage of retail advertising, percentage ket data. It is a pattern substantially ap- ‘EiEEE
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Of a COhlmflL _NO’ on most weeklies there hasnt been of national advertising. proved by the Bureau of Advertismg of the EE EE EEE
l accord “ME time even to think “1301“ market data, other The total number of national advertisers American Newspaper Publishers Association, LE: EEE
aper, or mil: than perhaps ““11 points as city and trade in the last 12 months, and the total number and a pattern that is acceptable to WNR. ’EEE
e 01‘ COhmh'E area population. Many years have passed of retail advertisers. If you are not familiar with the Market ‘ lei
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.t CllSClamlmaE I was in the vxeekly field, but In those About the Communlty— Guide, then you Will be interested in run EEE EEE
a column oi‘ (lays market data was a rather hazy some- TI 6 t e of communit such as industrial ning through this pattern at outlined below. . ‘ng 3‘:
~ . 1 , ~ . . . . . E: e:
VSP1P“ from. thing that only daily newspapers and maga- - ltypl inin resdlrt fishing oil him The Editor 8c Publisher Market Guide, which : ‘E‘ ';é
- .- . . ‘rlcu ura,m . . , , , - . . . . . E ;,
imn containS ““68 Ever worried about. Still hazy today, :18 b b 1 or Ether is published each year, includes in its con- ii Egi
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l‘Vhfiher all I Suspect, In the mmd 0f many a PUhhSher - f -1- - tent more than 1,500 such Presentations for :dg‘d Edi
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a membCTOiE 15 knowledge of exactly what is wanted in Transportation '1“ ities daily newspaper markets: EEEEE EEE
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)utsiderE with the way of information about 1115 market, Number of families in the Clty, number of 1. Location: Name of county, direction and . E EE EE EEE
Jelous mantle and further, how and where to obtain it. farm families in the county, other families distance from major cities in that section of . EEEE EEE
And) possibly, What does he do With it after livmg In the rural area, the trade area popu» country: designations of highways serving :.' ‘ ii Li
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_ E he gets it: lation. the city. E EEEE . E
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tening PoEuE The old days of hazy concepts of market The prinCipal industries in the commu 2. Transportation: Listing of railroads, EEEEE EEE
ex in lnollc’ data Should now be ended. Weekly news- nity, the number of employees of each and . . EEEEE EEE
PaPET publishers must know today what is the estimated weekly payrolls. (Please Turn To Page sze) E E EE EE
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3 Congress Receives Long-Waited ounces and 1.5 cents for each additioml
. e entuc y ress Postal Rate Increase Bi" ounce, except for books and catalogs. F0, wel
the latter, th in li ' 2 ‘ t v
.. By RICHARD D. GREEN be . d t ed ‘ “1“” J)”: m; “0““ motor fr;
._ . . . . . , r; 1. : ' . .
. _ ; Offlcml Publlcatlon NEA Washington Representative we 1 O iree (entfs or [116 ddSt m" serve Cit
> ~ , . .