# Oregon Exchanges/Volume 7/Number 2

Oregon Exchanges
For the Newspaper Men of the State of Oregon
SHORT WORDS IN HEAD-LINES; WRITING HEADS THAT “BARK"
HEAD-LINE writers are receiving a good bit of advice these days. Some of it is good. Much of it is trite. Per haps the most unless bit of advice is. that he stick to short words, “monosyl lables,” in his headwriting. This is usual ly accompanied by an exhortation. abounding in Latin derivatives, to stick to the good old Anglo-Saxon.
A good two-thirds of this kind of advice is unnecessary. The exigencies of the “count” in head-writing—the short ness of the line-—wi1l attend to the matter of short words. No trouble about that. We don't need that advice to use short words. What we, perhaps, do need is encouragement to use the right word— preferably short. perhaps, but longer it‘ necessary to bring out the exact shade of meaning. The meaning of the head must be clear. and it must coincide with the meaning of the story. Meaning is not always pre served by the short words employed by headwriters. Nothing is better than clear ness—not even interest. A recent article on the subject of headwriting eliminated the word chrysanthemums from a head on a flower show in which these polysyl labic beauties were featured. This seems natural enough when one regards the long-drawn-out name of the flowers. One’s feeling changes. however, when one notes the substitute suggested for this distinctive word. “ Wonder Mums Drew Crowd" is the suggestion made by this particular writer. This line, of course, is clear enough to those who have read the story it covers. But, unfortunately, most readers glance at the head first, in an efiort to learn what the story is about. This writer also suggests a.n effort to obtain words that will “bark,” “onom atopoeic” words, whose sound suggests the sense. But how about heads that bark when a milder kind of sound is de manded‘! The head “Rousing Commercial (‘lub Meeting Interests Farmers” was changed to read “Talk Farm Problems at Commercial Cli1h_Ral{_' " ,I§“ay be seriously questioned‘ whether a meeting at which serious problems are considered can prope “be talked ‘ i i “ rally. ” And there i s the opening word “talk,” which may be either a verb or a noun. (‘hance there of confusing the reader. This i s not to be taken as a bit of ad vice to headwriters to use as many long, Latin-derived words as possible. The point perhaps may be stated thus: The meaning and the tone of the head must not be sacrificed either to short words or to mechanical count. The short word i s not necessarily the best; a “controversy” i s not necemarily either a “fight” or a “row.” It i s pos sibe to make a head bark louder than the story; but i t i s not advisable, and the careful headwriter will seek to preserve
PLAYING DOWN THE CRIMINAL AND FEATURING THE POLICEMAN
CRIME news that plays up the police and plays down the criminals is something a bit different from what most newspaper readers have become accustomed to. Many newspapermen, however, in spite of their taste for “human interest,” will say Amen to much of the instructions given lately to the reporters for a Los Angeles newspaper:
“We do not want in our columns any glorification of crime or criminals.
“Criminals must be regarded for what they are and not lionized, martyrized, heroized or treated with any sentiment whatsoever. As a class they are stupid, dope-ridden rats; enemies of society; and must be depicted as such.
“Under no circumstances employ such phrases as ‘Bandit Queen,’ ‘Master Criminals,’ ‘Robin Hood,’ or any such nonsense; do not make use of titles like ‘Two-gun Mulligan,’ etc., etc. The use of these titles tends to inflame the imagination of young morons who may forthwith embark on careers of crime.
“It is particularly emphasized that we do not want to portray crime achievements as, ‘Clever,’ ‘Successful,’ ‘Unusual.’ This encourages the criminals and encourages imitators and makes the work of the police that much more difficult.
“We do not want any sob-stuff, no flowers or kisses for jailbirds.
“In all cases where possible, dwell upon the cleverness or heroism of the officers.
“It is the side of the law and order that we must exploit and not the side of the underworld.
“Wherever opportunity presents. dilate on the severity of court punishments being justified.
“In every case be sure to use the names of police officers who have made the arrests or have done any meritorious thing in connection with their duties.
“To sum up—we want to play up the police and play down the criminals.
“The policy must also be carried out in headlines and in cut captions as well as in leads and stories.”
LOCAL BANKER SOMETIMES PROBLEM FOR LOCAL NEWSPAPER PUBLISHER
By G. B. NUNN, Editor Wheeler Reporter
WE BELIEVE that one of the toughest problems for the newspaper man is the banker. As a class, bankers endeavor to shun publicity, yet crave it. Strange as this may seem this has been our experience, and a number of other editors tell us theirs has been similar. As a class bankers want only that published which they can censor. The matter is generally dry, uninteresting and of no value to a newspaper. As an excuse for not giving live matter they say to do so would injure their business and might cause a run on the bank. This might or might not be true, but we are firmly convinced that no editor would let any item be published that would be detrimental to any bank.
When a crisis is at hand the banker rushes to the newspaper office and grabs the powers that be and cautious in whispers to be careful what is published. No ​opportunity is given to deny rumors and aid the institution. Strangers, men of prominence and those seeking investment daily call at the banks, yet most bankers pass up this as a matter of course and do not even tell the reporters. They should, if they wish to aid the community in which they live and do business, phone, or better still take the party over to the newspaper office and thus aid the town and the prospective business man, investor and homeseeker. Visitors appreciate this courtesy and the banker would make a fast friend as well help his town. Some few bankers do this and the editor who is in touch with these is indeed fortunate.
Few banks are so strong that they could stand criticism from a newspaper, yet these same men ofttimes ignore this power until danger approaches and then they remember the moulders of public opinion.
Regarding job work, most bankers fall for every salesman that comes along and even though preaching “keep your money at home" send to Kansas or Iowa for much of their stationery. We have been fortunate in this respect the past year, and have supplied the local bank with much of its needs along this line. Just finished printing a job of drafts for it and while the price is somewhat higher than some of the specialty shops offer, the work is better.
We have gone after the business and secured it; others could do likewise.
HOW PUBLICITY MANAGERS SEEK TO AID THE NEWSPAPER REPORTERS
IT IS sometimes of advantage to a newspaper man to be able to get the angle of the man on the other side of the story—the party of the second part, the news source. The set of directions given to Oregon commercial club secretaries by members of the faculty of the University of Oregon School of Journalism on “How to be a Good News Source” may serve to give a line on how the news source who has material he wishes to get into print keeps his contact with the newspapers. Some of these ideas might be of service to newspapermen in training certain types of news sources. Here they are:
HOW TO BE A GOOD NEWS SOURCE
1. Know as much as possible of the story you are trying to tell.
2. Know where the rest of the material can be obtained.
3. Count that day lost on which you do not give out either a story or a tip of a story. You should make an effort to give out continuous news about the Chamber.
4. Keep in touch with all classes in your community—at least all reputable classes. Cultivate a sympathy with their interests and soon you will know all about them.
5. Don’t forget the names; get them all straight.
6. Don’t ask that a story be suppressed unless you are sure that as a newspaperman you would be willing to suppress it.
7. Remember that the big idea is to get publicity for the Chamber and for the town, and not for any salaried officer of the Chamber. It is more effective for the executive officers of the Chamber to get the credit for the work of the Chamber in news stories.
8. Don't get excited when is story is cut smaller than you think it should be. Even if cutting it is an error, it may not be the reporter’s fault.
9. While the reporter usually prefers to be told a story rather than to have it written for him, it is often important to have the facts prepared in written form to insure accuracy and to aid the reporter in getting a background on the story.
10. If the newspaper men in your town are too busy to give the Chamber the attention it deserves, write your own news; don ’t go for days without anything in the
CONFERENCE NUMBER NEXT
THE NEXT number of Oregon Exchanges will contain the plans and program for the Annual Newspaper Conference. Correspondence is now under way to find out what date will be the most generally satisfactory, and the preferences expressed so far are for February 8-9, February 15-16 and March 7-8. The officers and committee on program would esteem it a favor if anyone who has reasons for preferring any of these dates or who has engagements making any one of them impossible for him would send word immediately. President George P. Cheney wires that if other considerations are equal, he inclines to prefer the March date on account of the probability of more spring-like weather at that time. The program committee is now at work and will be especially grate ful for any suggestion that may be offered by any Oregon editor as to appropriate topics for discussion. Please write promptly, addressing com munication to Eric W. Allen, School of Journalism, Eugene. ​HOW THE ADVERTISING AGENCY SERVES ITS CUSTOMERS
SEVEN primary services of the advertising agency were outlined by M. W . Manly of the Botsford-Constantine Co. , in an informal address to editors of trade and class publications in the Portland Chamber of Commerce, November 10. The time of meeting of the trade journalists was recently changed to the second Saturday of each month, and this was the first gathering on the new schedule. The agency first makes a study of the product or service to be advertised, Mr. Manly said. making a research of the ad vantages of the product or service and the competition it is likely to encounter. Next a study of the market—present and p0tential—is made with relation to its size, location, and other factors, including again the competition that may be ex pected. The agency studies the factors of dis tribution. The product may be sold through jobbers or by salesmen respon sible directly to the manufacturing es tablishment. A knowledge of advertising media is necessary to determine whether to use newspapers, general magazines, trade publications, billboards, or other media, or several of these. The fifth service is the formation of an advertising plan. Too many adver tisers, Mr. Manly said, advertised with out any definite plan. The sixth service was the execution of the plan. The preparation of copy and of cuts or elec- _ trotypes; the checking of insertions, and other details came under this head. The last, but not the least, factor in Mr. Manly’s opinion was the coordination of advertising with sales. One manufac turing organization, the speaker said, pro vides salesmen with copies of ads before they were run. Another sends out a merchandising letter with copies of national advertising. The jobber or re tailer is thus assured of the effectiveness o‘.' the advertising campaign. In the informal discussion that fol lowed Mr. Manly's address, the trade pub lishers pointed out the service given by the trade paper. An important part of this service is not based on circulation. Mr. Manly urged that trade publishers standardize the size of their publications. At the present time, he said, there were many sizes of papers. Standardization makes it easier for an advertiser who plans a campaign. as he can furnish one size of electrotype or cut to a paper, or plan his ad to meet a standardized size of publication. Garibaldi -lnvites All Qregon Editors ARIBALDI, OR. — As Tillamook City has been designated as the 1924 meeting place of the Oregon State Editorial association, and as Garibaldi is but a short distance from there and is situated at the mouth of the channel con necting Tillamook bay with the Pacific ocean, the thought has come to the edi tor of the Garibaldi News that the time is opportune to extend to the members of the Association through the Oaaoon Ex CHANGES an invitation to make a visit here when they come for their meeting next July. Acceptance of this invitation will as sure the editors, their wives and friends, a sightseeing tour through the Whitney company sawmill, which is one of the largest in Oregon, by courtesy of its president, Russell Hawkins; a trip by boat to points of interest on the bay, and a ride over the Roosevelt highway from here to the famous Rockaway beach sum mer resort.
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.
George S. Turnbull , Editor.
NEWSPAPER CONFERENCE NEAR
Annual Newspaper Conference time approaches. Program-makers are all ears for suggestions. Programs must contain what the newspapermen want or what the program-makers think they want. Usually these fairly well coincide. Their agreement is made more certain when co-operation is had from the editors and publishers over the state. What are some of the things you’d like to hear discussed this time? Better still, what are some of the things you’d be willing to handle yourself, for the benefit of the other fellow, who perhaps did the heavy work last year? Dean Eric W. Allen, chairman of the program committee, can be reached at the School of Journalism. Drop him a line if and when you have an idea to suggest. The program, at least, in tentative form, will be printed in the next issue of Oregon Exchanges.
TOO MUCH CANNED STUFF
Newspaper observers are almost a unit in deploring the growing tendency to ward standardization of the newspapers. Overuse of “syndicate features” and of “canned” editorial is producing a marked similarity between many newspapers which might well profit from a,display of individuality. It should be a matter of pride on the part of each editor to be the brains of his own paper and to devote his editorial energy and space toward an improvement of conditions in his own particular community.
This is not now the condition, and, unfortunately, the trend appears to be in the other direction. Does it never strike an editor that it must seem peculiar to a discerning reader that the paper’s opinions are so much more positive and informing on subjects connected with Russia, Japan, China and the Ruhr than on anything within the borders of his home state?
Let the editors ponder the efiect when the public, in due time, comes to know that the most enlightening, not to say space-filling, editorials are the product of a brain functioning across the continent and are sent by mail to a few hundred other editors. The annual Newspaper Directory will be issued by Om-zoos Excmmoss in its next number. Thirty-or-so of the state's newspapers have to date paid no atten tion to the blank sent them in quest of information. Data from these, it is hoped, will be in hand within the next week or two. If your paper is one of those which have not yet sent in its return, please consider this a reminder.
Oregon Exchanges wishes its readers—and especially its correspondents—a Happy New Year. Every reader should at some time be a correspondent. Trade magazines are giving consider able attention to style sheets. Oar.-noon Excnawcas made some reference to the subject in its recent issue. Recollection goes back to the old hand comp tourist now almost as rare as the dodo, diplo doccus and some other birds. Many of the old country print shops had their own styles. The kind of style that often prevailed is best illustrated by the story of the tourist who was helping out on press day. He turned from his case to the editor to inquire: “What is the style on dates in this shop—inst. or ult.? ’’ [61 ​Page:Oregon Exchanges volume 7.djvu/31 ​Page:Oregon Exchanges volume 7.djvu/32 ​Page:Oregon Exchanges volume 7.djvu/33 ​Page:Oregon Exchanges volume 7.djvu/34 ​Page:Oregon Exchanges volume 7.djvu/35 ​Page:Oregon Exchanges volume 7.djvu/36 ​Page:Oregon Exchanges volume 7.djvu/37 ​Page:Oregon Exchanges volume 7.djvu/38 ​Page:Oregon Exchanges volume 7.djvu/39 ​Page:Oregon Exchanges volume 7.djvu/40 ​Page:Oregon Exchanges volume 7.djvu/41 ​Page:Oregon Exchanges volume 7.djvu/42 ​Page:Oregon Exchanges volume 7.djvu/43 ​Page:Oregon Exchanges volume 7.djvu/44