Oregon Exchanges/Volume 6/Number 6
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Oregon Exchanges
For the Newspaper Men of the State of Oregon
ADVERTISING RATES IN OREGON: RESULTS OF QUESTIONNAIRE
SO SHORT a time as ten years ago business data concerning newspaper conditions were extremely difficult to get. Circulation figures were often merely amiable falsehoods and generally understood to be such, advertising rates were to be taken with a grain—or spoonful—of salt because there was no knowing how big a rebate a clever" buyer could get, and profits were impossible to figure because every printer was solely responsible for his own system—or lack of system—of ac counts. As one printer told the writer, "I figure the wages, and add seventy per cent for profit, but somehow I don't seem to have anything left at the end of the year."
The greatest change that has taken place in the newspaper business in the last ten years is the gradual disappearance of the old suspicious secrecy about business facts. More and more offices have gone over to good bookkeeping, and when a modern publisher says he made 12 per cent profit last year it means something very different from the condition of the old timer who "added 70 per cent for profit." Cost systems, moderately well kept up, are be coming fairly numerous, the income tax law has had a good effect on business systems, and actual figures have been increasingly used in recent Conferences and Conventions in place of the old time vague generalities.
In response to numerous inquiries from Oregon publishers as to what is the actual rate situation in Oregon, Oregon Exchanges sent out a questionnaire, the first, perhaps, of a series that will bring out many interesting facts of importance to Oregon publishers.
The new spirit of modern business methods as applied to newspapers came out many times in the answer to the question as to whether the information could be used with the name of the paper attached. "Publish," "Sure," "Not Confidential," the answers ran, "Use name if you wish," "Quote if you wish," and one editor insisted, "Please do not consider it confidential. We try to advertise it-" A considerable number, however, adhered to the old principle of secrecy, some evidently recognizing that their rates seemed too low.
One thing Oregon Exchanges was particularly interested in was to what extent the flat rate is favored and to what extent there is a sliding scale that allows local advertisers using large space regularly a consistent discount. There are indications in the answers that the desirability of this is pretty widely recognized, but few papers have worked out a consistent and complete system. The most comprehensive dealing with the sliding scale problem is offered by the card of the Capital Journal of Salem. This paper, an evening daily with an A. B. C. net paid circulation for the last six months of 5806, charges 42 cents an inch on a flat rate basis for foreign advertising, which is displayed on an entirely separate rate card from that used locally. This paper has the following well balanced sliding scale for all other display than the regularly recognized foreign:
The small transient, one time advertiser pays more than twice this rate, or 75 cents. Some may think this difference is
too much but there is much to be said for it. On the other hand, the regular ad
1. General Display. (Run of paper, per column inch).
A. Transient .................................. 75 cents
B. Space rates 100 inches 50 250 inches 45 500 inches 40 1,000 inchcl 35 C. Time
rate is 12 cents (.03 per agate line) less
the usual 15 and 2, netting about 36 cents.
Rik.
per inch on yearly cent: 2,500 inches cents 5,000 inchcn cents l0,000 inches cents On
yearly
Minimum Space Inches 20 10 5 Daily ._. .2T’,§ .30 E. O. D. 27% .30 52% T-W .30 .3'-_">§ .35 Weekly ................ .. .3215 .35 .3T'fi
enjoys a 25 cent rate, as does the large
contract: 30 cents '"1,'r c:e! 25 cents
contract.
per
2 32% .37“ .10 .45
though possible irregular advertiser who contracts to use 10,000 inches within the
inch
1 .35 .42“ .45 17%
2. Political Adv.-cru'Jn'ng.——50 cents an inch. Culr in advance. 8. Anmsement .4ducrt|'sinq.—50 ccntl an
vertiser on a yearly contract who uses not less than a column a day through the year
inch.
I. Classified Aiivertia-ing.—Two cents a word per insertion; three insertions, 5 cents a word: one month, 20 cents a word: one year, 12 cents a word per month. Minimum, per ad, 25 cents. 5. Real E-’-te Claam'Iicd.—On yearly contracts, 20-line minimum daily, 4 cents a line. 8. Rcadern.—20 cents a line. Black headlines charged double space. "Adv." must be affixed to all reading notice advertising.
No Slide on Foreign Ads
The Capital Journal card is reprinted because of its probable interest to other publishers who may be considering the adoption of a full sliding scale. This card appears to be correct in principle It should be noted that in going from a flat rate to a sliding scale, the reductions offered to the largrest and most regular advertisers must be compensated for by higher rates charged to transients and irregular advertisers. The foreign advertiser cannot usually be handled with any convenience on a sliding scale, and it is noted that the Capital Journal flat
year. This is rather skillfully devised to
encourage both large use of space and
regularity. It works out this way for in
stance for the user of 6,000 inches: 6,000
irregularly used, 271/; cent rate;
regularly used, 25 cent rate.
6,000
It should be emphasized that publishers who fear to raise their transient rates sharply and high above the old flat rate, should be careful not to make too wide a reduction below the old flat rate to the large and regular advertiser. A larger percentage of the income comes
from the big fellows and this will not be compensated for by an equal number of
cents per inch increase for the transients. The ('apital Journal, with a basic net flat rate to foreign advertisers, and the wish to encourage its largest advertisers with a reduction of 11 cents from this basic rate, is correct in estimating that it must add about 39 cents to its rate for transients and about 14 cents for a large
hull-: of its advertising and stick to it, or the gross income will fall off Following are the tabulated replies to the questionnaire sent to the newspapers:
DAILIES—CONFIDENTIAL Local
(1)
Transient
.15' .30
.25 .30
.25 .80
Foreign M03: Hi?! .25 .30
.25 .30
The advertiser who runs display daily gets cheaper rate—20c and 15c.
Tendencies Level DAILIES—NOT CONFIDENTIAL Name of Paper Albany Herald ........_..____......___........ Astoria Budget _____....____........__....
Baker
Local Jlax .lIin ,5n 30' -30
Democrat _....-..-........................
Transient .l!a.r Min -50 -50
1
-3(.-
-3|')
-
Foreign 3! ax Min -35 -35 -4()
-35
Locals
Tendencies
15
-4n
Upward Upward
-35
10
Level
Baker Herald ......___....-....-_-................
-35
-35
-,,5
-35
-35
-35
10
Bend Bulletin ..................................... .. Cottage Grove Sentinel ....-................
.30 '-(0
.30 -15-'I
.30 -4(o
.30 -221,§
.30 -4()
.30 -221-.§
10 10-3
.35
.35
-s5
-35
10
Upwgfd
Eugene Register ............................... .. .35 Marshfield Times ............................... .. .40 Morning Oregonian ............................. 2.52 Sunday Oregonian ............................... 3.08 Oregon Journal (Daily) ................. ..1.75 Ofegon Journal (Sunday) ............... 1.89
.28' .30 2.31‘ 2.78’ 1.75 1.89
.35 .40
.35 .30
.35
.35
1.96 2.10
1.96 2.10
2.52 3.08 2.24 2.80
2.52 3.08 2.24 2.80
10 10 60 60 50 50
Upward Upward Upward Upward Upward Upward
Portland I'E~'s ..................................... 1.75
.90
1.75
1.75
1.12
1.12
40
Upward
R-05¢-burg News-Review ................... .. Salem Cal‘ital Journal .................. ..Medford .lail Tribune ..................... Oregon City Enterprise ...................... The Dalles Chronicle ........................ »
.30 .257 .35' .20” .25'"
.30 .75 .42 .40 .30
.30 .50 .42 .40 .30
.30 .42 .42 .30 .30
.30 .42 .42 .30 .30
5
Upward
Eugene Guard ..................................... ..
(1)
.30 .30 .42 .30 .25
We' have a sliding scale for local advertisers.
10 10-5 10
Upward Level Upward
We give discount for volume and for frequency
of insertion. A 10,000 inch contract gets the minimum rate and every-day insertion for 12 months gets the minimum rate. (2) We have sliding scale for regular advertisers but make no reductions on bulk space placingaprem ium on volume distributed instead. (3) Thirty-five cents for small type or cuts under three inches for over four months of contracted use of over 60 inches of space. (4) We make special arrangements with local advertisers, where space used every day, or more than once a week and where copy is repeated. The foreign rate is flat, also transient. Local amuse ments and political flat. Season advertisers considered transient. (5) Twenty-eight cents minimum for 10,000 inch contracts; rate slides upward from that base accord ing to space used. (6) We have a sliding scale on local advertising, governed either by the number of insertions or by total space used in a year. (7) For 10,000 inches on yearly contract. (8) For 25,000 inches a yeear. (9) We have a contract rate for local advertisers, based on either frequency of insertions or bulk amount of space per year. In both instances the rates vary from 20c an inch minimum to 80c We have had a bulk rate for 10,000 inches per year at 20c but have no advertisers maximum. strong enough to use that much space, so our next card will give the 20c rate to the 8,000 inch advertiser.
(10) Four exceptions made to extremely large users of space. All others pay 25c.
W’EEKLIES—-CONFIDENTIAL Local .12% .12% .15 .15
Transient .15 .15 .20 .20
Foreign .17 .17 .20 .20
Locals 5 5
.20
.20
.25
.25
.25
.25
10-5
Level
.20 .20
.20 .20'
.25 .25
.25 .20
.25 .25
.25 .20
Level Level
.20 .15 .35
.15’ .15 .35‘
.35 .35 .40
.25 .25 .40
.35 .35 .40
.25 .25 .40
10-5 10-5 Min. 10 10-5 5
.20
.20
.25
.25
.25
.20
.25
.20'
.25
20*
.25
.20*
(2) (3) (4) (5) (6) (7) (8) (9)
25 Level Level Upward
10
Level
5 Min.
(1)
Tendencies Level
Level 25
.20
.15
.20
.20
.20
.20
10-5
.30 .30 .35
.25-" .20’ 20
.30 .30 .35
.30 .25 .25
.35 .30 .35
.35 .25 .25
10-5 10-5 10-5
Level
.251
.20
.25
.25
.25
.25
10-5
Level
Level
.20" .20 .20 .20 .20 .20 .20‘ .20 .25 .30 .30 10 Upward .20 .15 .20 .20 .20 .20 10-5 Upward .28 .20 30 .28 .30 .30 10 Upward Twenty cents straight, up to quarter page (30”), granting flat rate of $5.00 per -quarter on up. Foreign advertising, where composition is done in this office, 25c an inch with discount of 15% if advertiser is frequent user of space. No discount to transients. On yearly contracts for continuous use of large space each month, by local advertisers. Large advertisers who advertise every week in year get some reduction. For more than five inches. On monthly contract. d . f ad Difference to local advertisers results from date of agreement on rates. regularity 8"
Rule is 20c after 250 inches a month, but there are exceptions for above reasons. No display taken for less than $2.50. “Our trouble is a competitor who cuts all rates." We are going to crawl up if possible. [ 3 ]
311e o
Page:Oregon Exchanges volume 5.pdf/349 MOUNT HOOD BECKONS STATE EDITORS TO ANNUAL CONVENTION
By JOE D. THOMISON, EDITOR, HOOD RIVER GLACIER
IN A kind of midway location, Hood River is looking forward to a record attendance at the 1293 convention of the en:Oregon Editorial Association, which will begin on July 13. Plans for entertainment of the visitors have been under way for some weeks, and the people of the entire community have entered wholeheartedly into preparations. Oregon editors will own the Valley for the time they are here.
While here the Oregon newspaper folk will be transferred from the plane of the motorist de luxe to that of the strenuously inclined nature-lover who seeks to commune with the mountains and the trees out in the wild and mighty places. On the evening of July 13, the annual banquet of the association will be held at the Columbia Gorge Hotel, the northwest’s most elegantly appointed tourist hostelry.
It will be Friday the thirteenth, but one of good luck, if Hood River Valley citizens have their way. Plans call for participation of several hundred local folk, and the hotel will be crowded with the banqueters.
President Elbert Bede has arranged the appearance of J . Adam Bede, of Minnesota, ex-congressman from that state and chautauqua lecturer and entertainer of national reputation.
Ladies to be Entertained
On Friday afternoon, while the male of the species is busy with a business meeting of the convention, the ladies will be entertained by Mr. and Mrs. A. D. Moe. Automobiles will carry the party through various Lower Valley districts. The cars will stop at the orchard home of Mr. and Mrs. Moe for a lawn fete and refreshments.
Early Saturday morning the editorial party will leave Hood River for a 23 mile drive up through the Hood River Valley to “The Homestead,” unique mountain resort. Here automobiles will be left with a military guard, and every recreationist will be required to hike two and one-half miles over a skyline trail to the wooded camp on the banks of the singing Tilly Jane. Thence onward the editors will be the honor guests of Hood River Post, American Legion, whose members really inspired the invitation to this city. The Legion post has asked and urged that every editor of the state visit the camp, which will remain open for three days. Ascents of Mount Hood will be made on Sunday and Monday.
Idea That of Legionnaires
The Mount Hood Climb was originated by the local legionnaires in the early summer of 1921 as a means of their participation in an ‘activity that would result in community-wide good. The ex-service men, many of whom had climbed to the summit of the peak, bethought their annual climb as a means of popularizing the mountain. They realized that Oregonians first must be made to know the glaciers and snowfields by actual contact before the state could begin to exploit the scenic charm to the rest of the world. The Hood River Legion has definitely committed its membership to the eventual construction of a permanent lodge at the mile high altitude, where those who love such out of door sports may be attracted from all parts of the nation in the future to play in snowfields during mid-summer months.
Already, in the short time since the
Legion Climb was launched, the Hood Page:Oregon Exchanges volume 5.pdf/351 Page:Oregon Exchanges volume 5.pdf/352 THE WOMEN OF OREGON AND THE PRESS OF THE STATE
By ELBERT BEDE, Editor Cottage Grove Sentinel
[At the recent annual convention of the Oregon State Federation of Women’s Clubs, Mr. Bede delivered an interesting address on “Things We Think; Things Others Think; and What We Think of the Things Others Think.” From this address, largely concerned with the relations of the women to the newspapers, Mr. Bede, who is president of the Oregon Editorial Association, has, at the request of OREcON EXCHANGES, made the excerpts which appear below.]
I HAVE been invited to give this address because of the fact that for the time being I am president of the Oregon Editorial association. While I have been given no hint as to the things I am supposed to talk about, I take it from the reason for which I was selected that I ought to give the editorial slant upon some of the things which should be in
same standard of morality, for the same
ideals in mental attainment, for tolerance of the ideas of others, for clean and
healthy amusements, for honesty in busi ness and in our social relations, for the development of everything that is good and noble and true. I doubt whether newspapers could live without their women readers, who point
c0-»lu in the activities of such an organ ization as the federated women’s clubs— that I ought possibly to make some sug gestions as to ways in which the news
out to other members of the family the things in the paper that they should read, who tell their 'friend.s'—and sometimes
papers and the women of Oregon can
are advertised—and who see to it that
coordinate their efforts for the best in terests of the greatest state in the galaxy of states. In addresses which I have made upon former occasions I have referred to the
hubby keeps the subscription paid.
their hubbies—about the bargains that
In about only one thing do the news papers and women fail to harmonize. The newspapers record history, while it is said that women disregard the passing
newspapers as the greatest force in the
of time—at least the women of Oregon
world. I am inclined to believe that I will demonstrate editorial diplomacy by
seem never to grow old.
taking pains to make no such statement upon this occasion. I might maintain a courteous attitude toward the gentler sex and yet make
the statement that the newspapers of Ore gon and the women of Oregon, by combin
Wrn;Rs Wormx CAN HELP
I believe that the women of Oregon, if they will, can do much to make Oregon newspapers better newspapers than they are, can do much to make Oregon citi
zens better citizens than they are, and by
ing their efforts, could be the greatest
force in the state. I’ll take that much of a chance. STAND For: Sam: Tnrsos And there should be the closest coop eration between the newspapers and the women of the state—for we stand for
the same ideals of citizenship, for the
doing these two things can make Oregon a much better place in which to live—
can make old Oregon an example for other states to emulate. This is an age when we are ruled by what we think, by what others think and
by what we think of the things others think. Some have told me that is not
[3] Page:Oregon Exchanges volume 5.pdf/354 Page:Oregon Exchanges volume 5.pdf/355 Page:Oregon Exchanges volume 5.pdf/356 OREGON EXCHANGES
J Us-,
1923
reminder. Of course carrying out this iron-clad
a handbill distributed free. The small weekly in this respect should be conducted along the sa.me business lines as are the dailies and magazines. Subscribers are
rule hanows one’s feelings in many in
easily educated and comparatively soon
stances, but in the game of correct busi ness the bumps are naturally to be ex pected. Here is a man who may be
grasp the fact that such a system does not mean that they are unworthy of trust, but it is strictly business. The
wealthy, another whom you owe, another
majority encourage the practice.
had just done you a great favor, one a next door neighbor, strong friends and backers—treat them all alike, even the
oppose it because they were never known
name is taken from the mailing sheet. No sample copy is mailed as a begging
man you hope will renew the following day a mortgage in which you are inter ested.
to pay and never would pay.
Some
They want
the paper free and are fond of receiving mail, even from a collection agency.
Give them all credit for posses
sion of common sense. Treat the adver tiser the same unless you have a yearly contract that includes the mailing or delivery to him of the paper. He in par ticular prefers to address through your
advertising columns those who are good pM? Many a farmer has come into our of fice, thanked us for having stopped the paper going to him and paid cash for
Big Edition Praised
What Oregon Exchanges thinks of the 62nd anniversary edition of the La Grande Observer was so well expressed by the Oregon Journal a few days ago that the article is herewith quoted as follows:
“The La Grande Observer, of which State Senator Bruce Dennis is the able editor, has put out a 62-page special edition in commemoration of the 80th anniversary of the crossing of the Blue mountains by the first, wagon train and in observance of the forthcoming celebration of the opening of the new Old Oregon Trail, at which President Harding will make the main address.
“The Observer’s feat is one of which any metropolitan newspaper could well
another year.
Frequently we have heard,
“That’s the only system.
I wish all
bill for subscription arrears, and, looking us straight in the eye, said: “I will
be proud.
never pay you.”
advance the interests of the Grande Ronde valley has been overlooked. Natural re sourcm and institutions are portrayed in picturesque and entertaining detail.
papers did the same.
another year.
Here’s money for
If I want the paper af
ter that I will renew.
I am glad to sub
scribe with the knowledge that you stop when the time is up.” Some, it is true. get a little huffy, but we tell them the story of a rich farmer who came into
our office, acknowledged receipt of a
We did not argue the
matter, knowing that he had paid for one year and no longer, and that we
continued at our own risk. The next week his wife subscribed and is now a regular paying subscriber.
Make your paper readable and you will not want for a satisfactory number of subscribers. To those who have not adopted this plan of cash in advance or stop, my earnest advice is to do so and not only save money, but teach your readers to have more respect for the product of your labors than they do for
Nothing that might truthfully
“Nor have tributar_v and surrounding communities been forgotten. The paper displays large vision in recognizing that La Grande, Union county’s seat, is but one of the big links in the closely welded
chain of public welfare.
There is no sel
fishness about such a viewpoint. It is such sentiment that attracts and con vinces, and bespeaks harmony and under standing.”
[13] GET THE PAPER TO THEM ALL, AND SEND THEM THE BILL PROMPTLY
By LLOYD RICHES, Editor, Malheur Enterprise
[Mr. Riches, who is one of the most successful of the younger publishers in Oregon, speaks from experience in both of the matters touched on in this brief article. They are matters too often neglected, and they are not trifles either.]
WERE I to be asked my opinion of the two most important items
and butter point of view—is to be read the one which worries more publishers
“correct and prompt billing of all charges
than the other—it is to get the money for services performed. The best way to get it that I know of is to place an accur
and accurate mailing of papers.” I des ignate these two as the most important
at stated intervals.
because my observations while secretary
average buyer of newspaper space and
of the Oregon State Editorial Association lead me to believe they are considered
printing reasonably willing to pay if he has the opportunity every week or month,
the least important by many of the coun
as the case may be. I know of shops in Oregon where fully
in the varied details incident to publish ing a community newspaper I would say
try publishers.
Many people permit the enthusiasm and love of their work to obstruct the vision of the ultimate object this work leads up to. I have known amateur photographers to spend a great deal in time and money making unusual exposures and developing
perfect negatives and then let the nega tives lie unprinted for months.
Some
community
newspaper editors
are like these amateur photographers. They publish a newsy, well-printed paper
and then pay little attention to its mail ing.
Through a faulty
or
carelessly
handled mailing system a big percentage of their subscribers miss the paper each
ate bill into the hands of every debtor
I have found the
25 per cent of the services performed were never billed. This statement is not guess work. In several different instances I have checked up and proved it. I would suggest adding to the motto above: “Make a charge for everything when
the sale is made.” I do not want my fellow editors to think I am holding myself up as a shin ing example and unduly criticising them. I am fully as careless as any and more so than many. But these two little de tails are very carefully watched in my office. I can recommend them as worth while.
week.
A good motto for every small shop to adopt could read like this:
The Oregon Blue Book newspaper di
“This paper is not finished until every subscriber has his copy promptly.”
rectory is being revised for the coming issue by Hal E. Hoss, secretary of the
The bookkeeping system of many small shops is even more carelessly handled than the mailing system. From the pro fessional or ethical point of view the ul timate object of the newspaper is to be read. But from the cold-blooded bread
Oregon State Editorial Association, as sisted by the School of Journalism. There have been a good many changes of man agement and ownership during the past
year, with the entire list requiring over a hundred corrections.
[13] broader understanding and a greater en joyment of life. It was not so long ago that anything scientific was regarded as “highbrow” stuff beyond the interest of the so-called “man in the street.” Newspapers then stayed outside the whole field of science.
Oregon Exchanges Publihed by the School of Journalism, Unlverlib 0f
O31195
lllued monthly. Entered al second-clale matter at the poatotfice at Eugene, Oregon. Contributions of articlq and items of interut to editors, publishers and printer! of the lhte are welcomed. Free
to
Oregon
Newapapermen; 81.00 a year.
to
all
It is not without significance that the
Pulitzer prize of $1,000 for the best bit
others,
of reporting done in 1922 went to a man,
a reporter on the New York Times, who
Gnome S. Tuar4auu., Editor.
saw the flood of “good stuff” in the con
vention of the American Association for the Advancement of Science and reduced it to absorbingly interesting popular
HO FOR HOOD RIVER It is customary at this season of the year for ORnooN Excrumoas to issue a
terms for the average reader. contribut
general appeal to its readers to attend
the convention of the Oregon Editorial Association. This year we’re not going to do that.
Instead, we are merely going to
refer the reader to the articles elsewhere in this edition dealing with the convention.
Then we’re going to ask the reader how he can afford to miss an affair like that. How can he? we ask. Furthermore, this is not one of the years in which, like some
ing to a healthy curiosity about several sciences, including astronomy, chemistry, botany, physics, geology. There is more romance, more drama,
more human interest in the field of science than there is in all the sloppy “human triangles.” What better field for re porting than to bring out this “human in
terest” in the things of value? iVhy should not reporters, in increasing numbers, fit
other editors, the writer of these lines
themselves by reading and study to be
urges everyone else to go, and then fails
that the great majority of the newspapers
come the connecting link between the man of science and learning and the great pub lic—often too harshly called the ignorant public—which does not get his message?
of Oregon will be represented there—be cause he feels that he cannot afford to stay away. We'r“just naturally” going on the supposition that we’ll all be there
The newspapcrman is not without re sponsibility for the state of public intelli gence. He is. and should be, one of the great forces in raising it to a higher level.
if it is “humanly possible.”
This is not done by shooting over the heads of the readers with abstruse mater ial but in taking pains to find the simplest way to tell the complex facts, and then
to turn up himself.
The writer expects
to he at Hood River, for the same reason
A NEWSPAPER FUNCTION
trusting the awakened interest of the read The newspaper is not merely a recorder but an interpreter of the life of its (.'0lll munity at least. and often of a much wider field, to its readers. One of the
er to carry him farther along the way of greater
and
greater
comprehension of
what science is accomplishing
and
a
fuller and deeper sympathy with it all.
functions of the newspaper writer is to reduce to a common denominator of un derstandable popular terms, facts other wise beyond the grasp of the average reader. In this way the newspaper can
widen the interest of the reader in the world about him and help lift him to a
Om-:oo.' Ex<'u..'rn~:s aims to he of ser vice to all the newspapermen of the state.
Make it the medium of your ideas for the advancement of the profession and of
your requests for information.
[14] DO THE PAPERS LIE ABOUT SCIENCE?
[Dr. Edwin E. Slosson, director of Science Service, which supplies a daily bulletin service on scientific subjects to the newspapers, says that on the whole the newspapers do not lie about science. He gives an interesting resume of the results of a survey made of the treatment of biological subjects. The resume is herewith reproduced.]
PROFESSORS as a rule have a poor opinion of the press. They are apt to think that editors are not merely regardless of the truth of the scientific “stories” they print but that they publish by preference the most absurd and
many different cities from Boston to Los
Angela were taken for a month and all
the articles dealing with biological topics
were clipped and classified.
The number of biological articles found
during the month was 3,961, and of these
sensational stuff to be found.
only 14 were classed as “fictitious.” Four of these appeared in one paper, (San
It is a
common faculty saying about newspaper science that “what is new is not true and
what is true is not new.”
It is also a
common complaint in pedagogical circles
that the newspapers do not pay much attention to science anyhow, that what little they do publish is antiquated and un reliable, and altogether unworthy the no tice of educators. But it has occurred to two scientific men to apply the scientific test to the prev alent opinion of scientists and see wheth
er it is true or false.
Or, rather, to find
out to what extent it is true and false, for
Francisco). Of the others, two at least cannot be regarded as serious and delib
erate attempts to deceive. One is a hum orous account of a hoodoo black cat on Hallowe’en and the other tells of a rooster who had been named Harding and taught to smoke cigarets. But I have known very strange things to happen on Hallowe’en,
even on the campus, and I have been told by a reputable scientist of a rooster that would eat cigarets, and surely chewing tobacco is as hard as smoking it, espe
cially when one is toothless.
to the scientist everything is relative and must be measured. The place where this experimental
Pmzss KEEPS UP To Dara
Fortunately the fakes are short. There
method was tried was, as we might antic
are 25,596 inches in the total and the fic
ipate, the experimental school of Teachers College, Columbia. called the Lincoln School, which, although a new institution, has already exploded several scholastic fallacies.
titious matter only measures 48, so that
Lr1'rna Ixacounacr Fouxo The School has now another such scalp to its credit, for its director, Otis W.
according to space one would have to read on the average 500 inches of newspaper
biology before he would strike an inch of fiction. Not of course that the biologists are willing to O. K. in detail all the other 499 inches. But they say that “gross mis statements of fact were
not
common”
and on many of the dubious points there
Caldwell, in collaboration with Charles
was room for honest differences of opin
W. Finley, has just reported the results of their statistical study of “Biology in
ion. As for its being antiquated stuff, Messrs. Finley and Caldwell affirm that “newspapers appear to be more up-to
the Public Press,” which shows that scien tists, in this field at least, have less rea son to complain than they thought they had. Fourteen prominent papers in as
date in things biological than are college and high school texts in the subject,” and
in conclusion they turn tables on the
[15] Page:Oregon Exchanges volume 5.pdf/361 Page:Oregon Exchanges volume 5.pdf/362 Page:Oregon Exchanges volume 5.pdf/363 WOMAN OUTCLASSES FRIEND HUSBAND AS OPERATOR OF LINOTYPE
WHEN Will J. Hayner, editor of the Sutherlin Sun, purchased a No. 15 Mergenthaler linotype last summer, he did so with the idea' that it would not only prove a big labor-saving proposition over hand composition, but would also save time in the preparation of copy, for Mr. Hayner had grabbed hold of the idea that he could sit down at the key board and by working his brains and fin gers at the same time, grind out stuff at
the rate of a column an hour without any “copy” in sight. But Mr. Hayner had set type so many years at the case that he could not get away from that one-hand motion—pick ing the type out of their respective boxes
by the nape of the neck and aligning them in a “stick.” He used only his right hand in manipulating the key-board on the linotype while his left did nothing but occasionally tap the space bar.
At the
end of two days he had managed to set about a half column. On the third day Mrs. Hayner came into the office to watch her husband oper ate the linotype. Aware of her husband’s slowness she suggested that he allow her to
set a line, and after a quick astonished look at his wife he complied with her re quest. Mrs. Hayner, who is an expert on a typewriter, was not long in getting “next” to the keyboard on the linotype, and at the end of an hour Mr. Hayner was astonished to find. that his wife had set more lines than he had in three hours. She used both hands on the keyboard, and the machine and work had a fascination for her which she enjoyed. At the end of five hours she had set nearly a column. The next day she was on the job again, and the result was that Mr. Hayner never set another line on the machine. He is still writing his copy as formerly, and Mrs. Hayner is setting it on the machine at the rate of five columns in seven or eight hours; not only this, but she is at
tending to cleaning the spaoebands, straightening the bent mats, oiling the ma chine, looking after the temperature of metal and handling other matters neces sary to keep the machine running smoothly. Hayner remarked the other day that a linotype and a woman who could
handle the “critter” were a great help in getting out a newspaper.
OREGON EXCHANGES BOOK REVIEW
THE W G N, by members of the staff of the Chicago Tribune.
THE AUTHORS of “The WGN” have demonstrated their journalistic ability by cramming into one volume more than the average writer could cram into three. In the first part of the book they have given the history of the Chicago Tribune, concisely and probably completely, from 1847 until the present day. In the rest of the book there is an account of every detail of the publication of the paper; every department; and every phase of the entire situation.
Throughout the book there is the same spirit of “Babbittism,” exemplified by the adoption of the title “WGN” by the Chicago Tribune (World’s Greatest News paper!). There is very little to indicate that the authors of the book think that Page:Oregon Exchanges volume 5.pdf/365 Page:Oregon Exchanges volume 5.pdf/366 class journalism section met recently in Portland to discuss the future program of the organization. Plans were discussed for the annual meeting, which will be held in conjunction with the Oregon Newspaper Conference. It was agreed that benefits would follow monthly gatherings of trade and class journalists in the state metropolis. The time for meetings was set on the fourth Saturday of every month.
At the recent Portland session there was a hundred per cent. attendance of the board of directors. The University school of journalism faculty was represented by Dean Eric W. Allen, George S. Turnbull and Ralph D. Casey.
A large attendance of the Portland trade and class journalists is expected at the June 23 meeting.
Howard E. Wharton, of the Gold Hill News, writes: Recently we wrote the {{sc|Exchanges}] we were selling out for health sake. We thought we were. We were sure of it; knew we desired a change and had gone so far as to locate another and equally lucrative business venture to step right into. We even invested money in the other business and had a lot of plans
Approximately normal conditions of
personnel were restored to the Oregon Journal staff with the return of ill, in jured and other absent members about
the middle of May. E. N. Blythe, head of the copy desk, who had been a leave of absence for five or six weeks, and Earl C. Brownlee, dramatic editor, who had a
term of confinement in the hospital, re turned at the same time and their arrival was attended by the return of Phillip Jackson, associate publisher, and D. J.
Sterling, managing editor, who had at tended the meeting of the American Pub lishers’ association. Philip Parrish, re write man, who had been called East by the serious illness of his father, Randall Parrish, the author, had preceded the general return by a few days. As a re sult of the restoration of the normal force Fred Bell, who had been sitting in as copy
chief, relieved Fred McNeil as copy read er and the latter was assigned to the night copy desk taking the place of Pierce Cumings, who thus was released to City Editor Charles T. Hoge’s staff.
The Pendleton Tribune, conducted for
the last three years as a daily by Harry L. Kuck, has become a weekly, with W. E.
made including getting all our future
Lowell as editor.
printed matter stored ahead before chang
leased the plant to the Franklin Press,
ing, But, the' little old “bug” that gets
which in addition to the paper will con duct a job printing office. Mr. Kuck is expecting soon to engage in the newspaper
under the printer-man’s hide and eats
into his very soul ca.me to the surface and
Mr.
Kuck recently
when the time came for wishing the other fellow well we broke down and reneged. We are still with the News and have just
business in California.
Mr. Lowell, who
passed the 26th birthday for that paper.
of the Franklin Press.
Fourteen hundred uninterrupted weekly issues. Instead of selling out we changed
associated with him in the Tribune Roy
was part owner of the Tribune before Mr. Kuck took hold, has lately been president
He will have
in 30 days with three people on the job,
R. McNees, a practical printer of much experience, who has been foreman of the Tribune for six years. The new pub lishers plan to move their job printing equipment upstairs in the Tribune build ing, where they will make some improve ments. The paper, Mr- Lowell an
and 30 per cent of that is “velvet.”
nounces, will be republican in politics.
our management system permitting my
self outside work and turning the office over to Friend Wife and last month broke
every record we ever established in the printing game. Seven hundred dollars
[29] ODE TO THE COPY DESK
By BEN HUR LAMPMAN, Special News and Editorial Writer on Oregonian
[Mr. Lampman, who takes time off his regular work occasionally to dash off a bright bit of rhyme and rhythm for fun, handed this to his friends on the Oregonian copy desk one day. The copy-slashers liked it so well that they showed it to the editor of Oregon Exchanges. And here it is.]
I used to hate all copy readers for their deeds,
They plucked my choicest phrases and left weeds;
But my free spirit was full oft contrary,
And so I sent them to the dictionary.
I wist not then how sinful was my mind,
How quite un-Christian and how much unkind,
That I should curse them by the seven bells
And relegate their souls to seven hells!
Poor lads, I did not know, I did not guess
With what fond, patient and indulgent tenderness
They placed a comma here, and there, perchance,
Wrote down “his trousers” and scratched out “his pants.”
I did not know, I did not, as I live,
How oft they nursed the split infinitive,
Or tearfully above their ardent work
Sighed to delete “meat-ax" and insert “the dirk,”
Or sometimes when the midnight chimes rang wild
Blue-penciled “brat” and made it read “her child.”
How was I, far aloof, to guess that they
Sprang to the atlas when some horn-rimmed jay,
In casual reference made the town of Bing
The princely seat and capital of Ping?
Or when some mad and effervescent wight
Insisted that tomorrow was tonight.
How could I know what sorrow thrilled them guys,
As fervently they muttered “Damn ’is eyes!”?
Poised was the pencil there above the sheet,
Poised as the wild kite poises o’er his meat—
If, as it fell, to tear a limb away,
Some deathless line—then who so sad as they?
A colum is a colum, none may string
It farther, and, of course, the head’s the thing!
What heads they gave my stories! I have wept
To see ’em sparkle over yarns inept!
Allah was kind to me, he brought the light—
I almost like the news room gang tonight!