Oregon Exchanges/Volume 7/Number 1
Oregon Exchanges
For the Newspaper Men of the State of Oregon
AN OREGON NEWSPAPER VETERAN TELLS OF SOME EARLY-DAY EXPERIENCES
By FREDA GOODRICH
[Miss Goodrich, a senior in the Oregon School of Journalism, interviewed Will G. Steel, veteran Oregon newspaperman, whose experience dates back to a time before many of the present leaders in journalism in this state were born. The result is a bit of early-day newspaper history.]
ESTABLISHING a newspaper that "saved the state" for his party in one of the most severe political crises through which it ever passed, without a cent in his pocket and with only his credit to see him through, was the experience of William G. Steel, of Eugene, who edited the first issue of the Albany Herald in 1879.
"I did not even have enough money to pay the freight from Portland on the machinery which had been loaned to me without charge," said Mr. Steel. "I only knew that I wanted to start the publication of a newspaper in Albany. I went to Sam Robinson, Portland representative for the American Type Founders' Association who, fortunately, was a friend of mine, and told him what I wanted. He offered me $250 worth of machinery and equipment if I would pay the freight on it. In my financial straits, I could not even do that, so I sought aid from Ed Hirsch, than state treasurer.
"Ed," I said, "I want to start a paper in Albany, and I haven't any money. Can you lend me some?"
"How much do you want (illegible text) me.
"I told him that twe (illegible text) would do, and he gasped. But he gave me the twenty-five and I paid the freight on the machinery."
There were at the time two papers already published in Albany, Mr. Steel said, the Democratic Democrat and the dead Republican Register. The latter was owned by Col. Van Kleev, and was not worth $500. Mr. Steel, who was eager for publicity in the community, offered the publisher $1,500 cash for his paper.
"He refused my offer and held out for $2,000, which was exactly what I wanted," laughed Mr. Steel. "I didn't have fifteen cents to offer on his good for-nothing publication; but I knew that the fact that I had made him an offer would circulate quickly throughout the community, and prepare the way for my coming. A few days later, my own equipment arrived, and it was up to me to find a place to begin business. I had a friend, Bill Parish, who owned a building in town, the upper floor of which was unoccupied. He lived out in the country from Albany, and I walked to see him—did not have enough money to ride—and asked him for the use of that upper story.
“I haven’t any money,” I told him, “but I will pay you as soon as I have.” Parish allowed him the use of the building and he had his machinery moved in.
“When I had paid the drayage costs, I was absolutely broke,” Mr. Steel said. “The first issue of the paper came out on the Thursday morning of October 3, without a single subscriber and with out an inch of advertising. I refused to accept subscriptions until the paper was a reality, but on the Friday I brought in 83 subscriptions at $2.50 each, and enough advertising to run the publication for a while.”
This happened just before the elections of 1880. Never, in the history of the state, said Mr. Steel, had Linn county carried (illegible text) but straight Democratic. The (illegible text) had never been (illegible text) polls.
“Well, we made a red-hot (illegible text) for the good old Republican ticket,” said Steel, “and without money or friends to back me. At least, anyone that was behind me was so far behind that I couldn’t see him,” he laughed.
INTENSIVE WORK DONE
“We organized that county as it had never been organized before. Perry H. Raymond was named president of the county committee and I was chairman of the organization work. Before elections I had a fairly good idea of how every man in that county was going to vote on every single candidate. ” This was done, Mr. Steel said, by means of precinct representatives. The day before the elections two prominent politicians threatened to shoot Mr. Steel if he attempted to go to the polls the following day. “I was there at six a.m. ,” laughed the pioneer newspaperman, “and by my side was that splendid sportsman, Charlie Barnes, with a six-shooter in each pocket. He followed me throughout the day, ready to shoot to kill if any trouble maker approached me. We cleaned the county that day—a thing never done be fore in the history of politics in the state. and the vote from Linn county carried the Republican ticket through out the state. The state headquarters in Portland refused to believe their ears when they heard that Linn had gone for the grand old party,” Mr. Steel continued.
“Charlie Barnes won ten thousand dollars on that election, and the two politicians who had made the threats went clean’ broke and left town. And they didn’t shoot me, either.” At the close of his fight through t-he newspaper. Mr. Steel was named county printer, and was literally “in clover,” as he put it. Partnership troubles, however. were experienced, and Mr. Steel tumed the paper over to his two associates, on con dition that they assume all the debts. "hid then,” mused Mr. Steel, “I left tr-.1-.. It was in June, then, and the that had started without any sub < .ptions, had at that time, 1 ,500 bona i.Je subscribers, and a splendid future. I had had my thrill though, and I was ready to go back to my mountains. I had fought the biggest fight I ever hope to fight, I had gained prestige through out the state, and I was content.”
Mr. Steel continued in the newspaper game for some time after his experience in Albany, writing syndicate articles for ten Sunday papers throughout the country, including the Portland Oregonian, the Brooklyn Eagle, the Chicago Inter Ocean, the Pittsburgh Dispatch, and others.
"It shows what one can do with little or nothing,” he concluded, “especially in these more modern days when it costs from five to ten thousand dollars to start a paper in the same sized town as Albany. But that was the best fight I have ever fought and I’m glad I fought.”
PUBLISHER MUST BE PREPARED TO PROVE HIS RATES ARE RIGHT
EXPERIENCE has taught the publishers of The Cottage Grove Sentinel that business men do not seriously question printing and advertising rates when the newspaper is prepared with data to show that the rates are justifiable.
Questioned for Oregon Exchanges, Elbert Bede, one of the publishers of the Sentinel, made the following statement:
“As a rule it is not necessary to show data, but no newspaper should say that it has such data if it has not. That would not be honest—besides, the publishers might get called. It is the publisher with a record for integrity who will not have to go to the trouble of producing and explaining his supporting evidence, although there is no reason why it should not be shown. The Sentinel’s cost records recently showed that some advances in rates on advertising were imperative—that one class of advertising was actually being sold at less than cost, or too close for comfort. With the data to back the rise, there was no friction of any kind. Having the goods in the form of accurate costs is starch for the backbone of the publisher who believes that he isn’t getting what his printing or advertising are worth. A publisher should play the game fairly, however, and should make reductions in prices with the same alacrity that he makes advances, when his coat records show that reductions should be made.
“This statement may be qualified as to advertising rates. It is justifiable to base advertising rates upon the value of the advertising to the advertiser. It is also justifiable to charge highly profitable rates to transients when the rate for the same advertising to a local advertiser would be much lower.
“An accurate cost system leaves no doubt as to when the time for reduction has arrived. Such a time has not arrived recently; but if the slight declines already shown in some of the materials purchased by printers and publishers are continued, reductions may be possible by those who advanced their prices as their costs advanced.”
WHAT DOES THE READING PUBLIC WANT FROM THE NEWSPAPERS?
HOW many newspapermen actually know what their subscribers want? What means are taken to get this in formation?
Trustworthy answers to these questions would be difficult to obtain over a territory of any size. Such answers, if obtainable, would reveal, it is probable, a considerable percentage of carelessness as to just what the public does actually want. with more interest in the question, How much will the public stand? Every newspaperman is a combination of three factors—educational background, technical training or experience, and general attitude toward men and things. The well-rounded journalist has a generous allotment of the first two and a lively interest in all that concerns the welfare of the community, large or small, to which his efforts are directed. It would be too much to hope that every person entering the profession of journalism would meet au acid test in each of these three departments, but such is required if permanent success and actual leadership are to be his.
Few journalists are without an ambition, more or less perfectly defined, to be leaders in their community. Such is the advantage given the printed word in these days of universal reading that al most every journalist is a leading force in his community. The question then is, leading toward what? On the answer to this will depend the value and extent of his leadership. It is axiomatic that it takes a good follower to become a good leader. In the case of the journalist the effective leader is he who can judge accurately the spirit of his community, following it and encouraging it wherever it seems to be right and diverging when it appears to him to be wrong. If the community is usually on the other side from the publisher, this can be taken to mean that the field is not one for the particular talents of this particular publisher. The fault may lie on the side of either.
Where some newspapermen appear to be at fault is in their attitude toward their subscribers. The fact that the publisher has superior knowledge of the technique of newspaper-making to that of the general body of his subscribers is not to be taken to mean that therefore he has exclusive knowledge of just what matter they ought to have fed to them day after day and week after week. Occasional rebellions against press leader ship in matters of public interest are due, it would seem, to the adoption of the so-called Vanderbilt theory of the right of the public. So the mere training in technique of reporting and editorial writing and the other branches of newspaper work does not give the publisher the right to as sume that he is usually right and his readers usually wrong in their ideas of what the paper should emphasize in its news and editorial columns. There must be also a tolerant attitude toward the ideas of subscribers, based on a riper knowledge of history and the humanities. Your calm student will find fewer things to be strongly partisan about, but he will stand even more firmly for those few essentials. Is it not likely that in this he will find the great intelligent body of his readers standing with him? It is therefore urged that it is vital, and becoming more so, that the news paperman’s so -called practical training be based upon, or at least accompanied by, a broad and broadening general edu cation which will serve to mellow his attitude toward those of opposing views— will make him a safer champion of re form and make him the sort of leader who really leads toward things that are worth reaching. It is further noted that the wise news paperman keeps his ear to the ground and learns what his people are thinking and saying; that he knows he can’t afford to shut himself up in an impervious mental shell, learning nothing and for getting nothing; that he must mix and talk with his subscribers; that he must welcome the letters from Pro Bono Pub lico and Constant Reader; that when his mind does not seem to walk with that of the mass of his readers it still may not be a case of “all out of step but Jim. ” Journalism and the journalist must keep pace with the changing world. Editor Thomas Nelson of the Junction City Times admits that he did not special ly distinguish himself loading gravel dur ing Junctio11’s community day. But he squared it all up with a good story about the occasion in his paper later. With a view to making the otfice and shop of the Port Umpqua Courier one of the cleanest, if not the cleanest printing shop—neat in appearance——the policy of having receptacles for waste paper, scraps and other dirt, placed in con venient places about the rooms, has been put into practice. Instead of throwing matches on the floors, the stafi uses cuspidors provided for that purpose.
I41 FEEDING THE READERS WHAT THEY WANT
By CLARENCE ANDERSON, Editor Wasco News-Enterprise
FEED ’em what they want in news. If you don't know what they want, try to find out. If you can't find out. feed ’em a little of everything.
They call me the editor. At odd times I am supposed to mount shanks’ mare and gallop furiously in pursuit of news. It takes a persistent and skilled guy on the end of the rope to lasso a worthwhile story—to get all of it and get it all correct.
If everything is not exactly right there come the guys to tell the editor about it. There is required the patience of a woodpecker and the tact of a. dentist to withstand the barrage of advice that sweeps against the editor who rubs the dust beyond the chalk-line. Imeet aguywho runs a farmout in the sticks. “ Harya,” sez he, “that was the most magnolious piece I ever saw in print which you printed last week about the conglomerated condition of the wheat market.” But he switches from the glorious symphony of commendation and hands me the line, “There’s one thing y’ do, however, the same of which I don’t app:-ove —you prints a lot of dope about the merchandise the merchants sells here in town—now us guys knows that's just dope to get us to trade here, and we ain’t goin’ to do so until their prices comes down.” Then he continues, “How soever, you might mention next week that my daughter, Clementine, who has just returned from visiting relatives in Peanutville, Montana, is now home with her folks. ” In the hardware store I meet the man who sells pans, kettles, plows, harvesters and such haberdashery. “Say,” he be gins efiulgently, “I sure want to thank you for the writeup you gimme on selling that big line of harvesters this year. Y ’ give the names of all the guys that bought machines—great stud’ . boosting home sales like that helps wonderful.” But his grin vanishes and he says, “But what’s the idea of printing that bank about the rotten price of wheat! Can’t y’ leave good enough alone—l'irst thing y’ l(llu‘ you'll have them farmers think in’ that they really are broke.” Into the sweet-smelling atmosphere of the tonsorial parlor I hie myself to listen and take part in conversation with a dozen of the four billion. The ideas of these common fellows are always in teresting. “I I ’lo, Editor,” says one rosy-beak, “Lotsa news in the paper this week everybody went everywhere and every thing. Must keep ya pretty busy keepin’ track of everybody, don't it?” “Shut up,” crows a second bird, ‘that's his business, ain’t it! Say, Ed., that’s the easiest job on earth you got—just roam around and hear the guys talk and then print it and you got a newspaper. But what’s the idea of running that serial story—doncha know that everybody has read that long before Minnehaha threw the dollar across the Columbia. ” “Aw gwan,” chirps a small fellow, “that's a great story—I read it first thing when I get the paper. It's all them society items I don't like. What's the use of printin’ all the junk about Mrs. Paderewski Jones entertained twenty-six feminines at bridge last Tues day and Alexandria Hammendutfer won the first prize of a silvcr-plated pickle . -tabbcrl” It sometimes seems hard to feed all the fellows what they want without flavoring their food with the extract of something that they don't want. Feed ’ em a little of everything and you’ll bat .3 00 —which is good enough for a coun try editor.
[5] TRADE PUBLISHERS TALK PROBLEMS
NORTHWEST INSURANCE NEWS does not limit its editorial field to sectional news, Louis Sondheim, managing editor of the magazine, told Portland trade editors and publishers at their monthly meeting at the Chamber of Commerce, August 25. He said his journal attempted to cover important insurance stories regardless of where they originated. Some of his best items originate in New York, Hartford and other Eastern insurance centers.
Mr. Sondheim is of the opinion that business men are glad to get national as well as sectional news within the covers of a magazine devoted to their particular interest. He believes the theory is not tenable that the trade magazine with a sectional circulation should devote its columns entirely to sectional news, al though some trade editors hold to this theory on the ground that the journal with a so-called national circulation will reach readers with the important national items.
“In all probability many of your subscribers do not also take the national journal devoted to their trade,” he said. In mentioning his sources of news, Mr. Sondheim included the house organs of the big insurance companies. These lit tle corporation magazines furnish a num ber of items. Mr. Sondheim believes in publishing lots of short items, compact with news. This is the backbone of his journal rather than the so-called long feature article. The Northwest In surance News covers the life, fire, ac cident, casualty and surety fields. Each has a department in the journal.
Herbert Cuthbert, publicity manager of the Portland Chamber of Commerce, spoke on the value of the tourist trade to the state. “I am convinced that not less than from $15,000 ,000 to $18,000 ,000 of new money has been brought into Oregon this year by people who have been glad to come to view our magnificent scenery,” he declared. Those who attended the August meet ing of the trade and class journalism sec tion of the newspaper conference were: J. B. Fitzgerald and S. H. Holbrook of the Four L Bulletin; George N. Angell, Oregon Farmer; G. J. McPherson, Ore yon Merchants Magazine; E. R. Lund burg and Nichols I‘ieran.gel, Dairy Journ al; Stephen J. Hart, Commercial Review; Ernest C. Potts, Better Fruit; C. L . Beach, Hotel News; John P. O'Hara, ('atholic Sentinel; W. C. Kaley, Oregon Voter; Ralph D. Casey, University of Oregon School of Journalism, and Mr. Sondheim and Mr. Cuthbert. Jerrold Owen, managing editor of the Pacific Legion, and John P. O'Hara, editor of the Catholic Sentinel, were the speakers at the meeting of Portland trade and class journalists in the Chamber of Commerce, Sept. 22 . Discussing the issuance of special edi tions of trade or class magazines, Mr. Owen said there are certain advertisers who are not interested in the regular edition of any publication, but who like to be represented in a special edition. “If there are enough of these pros pective advertisers to make a special edition profitable, I believe it is a very good idea to issue such an edition. ” said Ur. Owen. “If not, the question of issuing an ‘Animal’ depends entirely on whether the publisher believes it is a. good investment in gaining prestige and typifying service to readers. ” Mr. Owen discussed particularly the special edition_ of the Pacific Legion, published annually in November. Mr. O'Hara said the Catholic Sentinel has been published for nearly fifty-four years and that it is one of the oldest papers of Oregon. He discussed the make-up and news of the Sentinel, and [5] told of the organization of a co-operative news service by Catholic papers of the United States and Canada, which sup plies about seventy-five journals with copy.
“In addition to getting the American news, the service receives regularly correspondence from eight of the principal cities of Europe,” the speaker said. “This year an attempt is being made to sell advertising through the press association, but it is too early to forecast the re sult.”
Short Historical Notes
ALBERT TOZIER, past president of the National Editorial Association, past secretary of the Oregon Editorial Association, and a bachelor with plenty of time to keep track of oddities, has sent to ex-President Elbert Bede the fol lowing information: The Oregon Press Association met in Hood River in 1904 and the Oregon Ed itorial Association met there in this year of Our Lord, 1923. A Lane county man, S . L . Moorhead, was president of the session in 1904. Word was received during the convention of the death of a Lane county ex-presi dent. E. L . Campbell, which occurred on October 15, 1922. A Lane county man, Elbert Bede, presided at the 1923 session.
E. 0. Has Leased Wire
THE Pendleton East Oregonian, which on October 7 started a Sunday paper in addition to the daily. making a seven day service, now has the Associated Press leased wire. The paper is the only one in eastern Oregon having the leased wire. Several changes have been made at the office. E. P. Hoyt, formerly with the Morning Oregonian, is the new telegraph editor. He succeeds Miss Hazel Bursell, who on September 30 became the bride of Chris Lindberg.
O. A . (‘rawford is employed as oper ator for the Associated Press. In the mechanical department. four linotypes in stead of three are in operation, and Richard Richardson, formerly make-up man. is now one of the operators. He is succeeded as make-up man by Roy Mc Necs. The East Oregonian has recently, in ad dition to other new equipment, purchased
- 1 Kelly job press.
I-I. N . (“Ned”) Blythe, for six years head of the copy desk of the Oregon Journal, has resigned to become agigcigfgd with Herbert J. Campbell in the pub lication of the Vancouver (Wash.) Folumbian, in which he has purchased an interest. Mr. Blythe, who is a graduate of the University of Oregon, class of 1902, began his newspaper career on the Hood River Glacier, of which his father, S. F . Blythe, was at one time publisher. From 1907 to 1917 he was a member of the Oregonian copy-desk, resigning in 1917, when he was Paul R. Kelt_v's as sistant news editor. Mr. Blythe, who has a wide acquaintance in Pacific Coast newspaper circles, is now president of the Portland Press club. Harry H. Hill, night editor, succeeds him on the Journal. The Eugene Guard, published by (‘harlea H. Fisher and J. E. Shelton, has just announced its purpose to construct a new home. In the spring of 1924, ac cording to plans just made public, the Guard will move to its new building, a two-story concrete structure, 50x11-' 3 feet in area, on Willamette street, between Tenth and Eleventh. The building is to be erected with special reference to the rm-¢l.< of the paper. The Western Clackamas Review of Oswcgo came out with a two-column story of President Harding’s death on the day following the event, making a most creditable showing for a rural weekly.
[7] THE STATE ASSOCIATION'S OWN
DEPARTMENT
Conducted By Hal E. Hoss, President Oregon Editorial Association,
Oregon City.
THE recent organization of the National Association of State Press Managers is a great step forward in the standardization of newspaper practices Comprising at present only twenty-two men. field secretaries representing that many states, the organization has a wealth of development ahead of it.
The Oregon Editorial Association has often discussed the field secretary plan, and encouraged by the efforts and pioneering of the newly organized group, we may find sufficient reason for proceeding. In the meantime, Fred W. Kennedy, secretary for the state of Washington, has agreed to take us under his wing, along with Idaho and Montana, and endeavor to steer us into the fold.
In endorsement of the plan under which the association will work, there has been evolved the following general platform, adopted unanimously by the delegates at the recent convention of the association:
"An interchange of experiences developed the fact that newspaper contests are rarly profitable and it was agreed that contests shall be discouraged when ever possible.
"It was agreed that state press associations should promote the teaching of journalism and advertising in high schools and colleges, but they should insist that none but competent, experienced teachers be employed.
"The district plan of state organization received unanimous approval.
"In the matter of free publicity, it was agreed that Public Interest demands the publication of some things that may come under the head of free advertising, but editors should use great care in the selection of such matter and refuse every thing that is not clearly a matter of public interest.
"In general it was agreed that the employment of special-edition men is not desirable.
"It was agreed that state associations may greatly benefit their membership by starting intensive campaigns for better ad copy. Better copy means more business, and more business means the sale of more space.
"It was suggested that the formation of ad study clubs be encouraged.
"It was agreed that there should be fewer changes in press association officials; that the business-like plan of keeping a competent man on the job as long as possible should be followed."
For Mt. Hood Loop
AT the state convention at Hood River, the editors became properly enthusiastic over the proposed plan of the Forest Service to build a road from the Mount Hood loop, up to the snow line. They passed a resolution endorsing the project, and offered their services to the people of Hood River and the American Legion, to assist in the construction.
This road, as you will remember, will make it accessible for autos from the Homestead Inn, near which the cars were parked for the convention, to a point on a level with, or a little higher, than Legion camp, at Tilly Jane creek. The road would wind in and around through the forest, at a grade not to exceed 7 per centum, and would allow automobiles to drive clear to the snow. The original plans call for the road completely up to Cooper’s Spur, but it appears that al most everyone will be satisfied if they get it up to Cloud Cap Inn.
The Hood River Chamber of Commerce is writing letters to the state newspapers, reminding them of their pledge, and soliciting their support. What we are asked, and should do, is to endorse the project. The Forest Service is willing to build the road if it feels public sentiment is for it. We under stand the appropriation of $80,000 is ready to be used. but the department does not wish to proceed until it feels the people are ready for it. All those of us who saw Mount Hood at close range know that the state needs a better acquaintance with its magnificence. The only way to get people there in these days is to build ‘em a road, so they can make it by auto. Not every one in the state would do what those newspaper folk did in making that stifi, dusty, back and leg-breaking climb up to the Legion Camp.
So, brethren, when the word comes for help, let's put in with the kind folk of Hood River, and our splendid hosts, the American Legion boys, and boost for the road up Mount Hood.
Bede Busy on Newsprint
CHAIRMAN ELBERT BEDE, of the newsprint committee, is hitting the ball, with a questionnaire now out to publishers getting a line-up on their needs for the coming year, and an expression of their attitude on the situation. What Bede’s committee desires to know, in brief, is whether or not the publishers of Oregon wish to pool together to purchase print paper, and whether or not they ar willing to favor local mills at a slight differential. S. S. Smith, of Medford. announced in our last Exchanges as a member of the committee, has resigned, and Lee Drake, of Astoria, has been so busy with his importing company that he hasn't functioned, so Elbert is carrying the whole load at present. He has been authorized by the president to name his co-workers on the committee.
Business is Good
CONDITIONS generally over the field in this state are satisfactory according to a survey recently made by the writer. Out of a great many printers and newspaper men visited on a state wide tour, I found plenty of business, a good spirit of optimism, and in most cases, equitable rates and charges for the printer's product. Some of the smaller towns of eastern Oregon feel that they cannot charge list prices, but it is gratifying to note so many offices with the “ole black book” a conspicuous part of the printer’s front office equipment.
The Newspaper Directory in the state
Blue Book has had numerous revisions,
and even after going to press with a
first edition, some late corrections were
made. There have been more changes
made in newspaper properties during
the past six months than during any
like period for a great many years, according to the records kept at this
office.
Maurice Richard, of Little Falls, Minn., has purchased a half interest in the Port Umpqua Courier. Mr. Richard will issue the paper in conjunction with George J. Ditgen, who is the practical printer member of the new partnership. Mr. Ditgen is well known throughout the state by newspapermen. Mr. Richard has had about ten years of experience in newspaper work, in the editorial end. It will be the purpose of the new partner ship to make the Port Umpqua Courier one of the best weeklies in the state. Local news and correspondence from tributary country will be featured. The editorial policy will continue, independent. Oregon Exchanges
Published by the School of Journalism, University of Oregon.
Issued monthly. Entered as second-class matter at the postoffice at Eugene, Oregon.
Contributions of articles and items of interest to editors, publishers and printers of the state are welcomed.
Free to Oregon Newspapermen; to all others. $1.00 a year. Gsoncs S. TuaNauLi.. Editor.
NEW DIRECTORY SOON
Comparison of the Oregon Newspaper Directory as published in OREGON Ex cruxcss last December with the directory as lately printed in Sam A. Kozer’s Blue Book, is another demonstration that this is a changing world. Last December’s directory is now absolutely obsolete, and already there have come a considerable number of changes of ownership and personnel since the Blue Book was is sud a few weeks ago. Two points to make in this connection: It's apparently as easy to get into—and out of--Oregon journalism as it ever was. And the next directory to be issued by OREGON Ex CHANGES will appear in about two months —probably in the December number. A real effort will be made to bring the direc tory up to date, and the co-operation of newspaper people is desired.
Oascos Islxcnancas is desirious of pub lishing interesting bits of Oregon news paper history from time to time. If our readers will contribute an article once in a while, or send in a marked copy of some paper containing something of the sort, an interesting feature can be added to this publication. The interview with Will G. Steel, Oregon newspaperman of the early days, is presented in this issue. It is hoped that others will be moved to reminiscence. SWOLLEN PAPERS Newspapers are growing too large, is a common complaint, not entirely base less. A recent Sunday edition of the Los Angeles Times, with 192 pages of advertising and “pure reading matter," is an illustration of what the reader would be up against were he to attempt to ab sorb the whole paper. Smaller papers are not in sight until, if ever, advertising shrinks in volume and, equally import ant, until, if ever, readers become more standardized in their needs and tastes. The “General reader,” for whom many believe newspapers are written, isa vague and elusive person. Most of the newspapers are made up of several dis tinct appeals to separate classes of readers. whose divergent tastes form the basis of man_v a newspaper joke. The pressmeu’s strike in New York brought inconvenience and loss to the newspapers. It did, however, show the advertisers just how hard it is to do business these days without a liberal use of newspaper space. This, likely, was worth more than all the strike cost the papers. Not too early to begin thinking what you want on the program for the next Oregon Newspaper conference. The aim is to make these conferences constantly more interesting and helpful. Send in your suggestions to the editor of OREGON Excn.:<or.s. »I Some otherwise most creditable news papers are reducing their editorial ef fectiveuess by depending on the “tailor made" editorial. One of these days 1he_v 'll fall in with the view that there’s nothing like rolling your own. S i t down today and write that bit of l:L'‘.~']_‘di_‘£‘1'history and mail i t to ORE oo. ' EX(‘l{ANGES. [10] Page:Oregon Exchanges volume 7.djvu/11 Page:Oregon Exchanges volume 7.djvu/12 Page:Oregon Exchanges volume 7.djvu/13 Page:Oregon Exchanges volume 7.djvu/14 Page:Oregon Exchanges volume 7.djvu/15 Page:Oregon Exchanges volume 7.djvu/16 Page:Oregon Exchanges volume 7.djvu/17 Page:Oregon Exchanges volume 7.djvu/18 Page:Oregon Exchanges volume 7.djvu/19 Page:Oregon Exchanges volume 7.djvu/20 Page:Oregon Exchanges volume 7.djvu/21 Page:Oregon Exchanges volume 7.djvu/22 Page:Oregon Exchanges volume 7.djvu/23 Page:Oregon Exchanges volume 7.djvu/24