The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1891-08-06

SOlCu ~ d1CNuotC cillA1 IliAit1ht, Will
a liberal sprinkling of wit and humor,
not necessarily original. Cleanliness
here is absolutely essential. Adver
tisements on every page except first
and fourth. A column of special
notices, but advertising rigidly excluded
from among reading matter.
Rates-The subscription ofthe ideal
country weekly ought to be not less
than two dollars for two reasons First,
the intrinsic value of such newspaper
is much greater than its cost to the
subscriber; and, second, the man who
produces it is entitled to fair COM
pensation, and an average circulation
of I 900 bona fide, cash-in advance
subscribers will not more than supply
such compensation. assume that
s1oo net per column ofeighteen inches
for twelve months, upon basis of
1000 subscribers, is a fair estimate,
and that graduated scale, beginning
at $40 for one inch per year, is the
proper thing.
Circulation-This is too often ig
nored by the publisher. He does not
act as other men in business circles,
who bend their energies to secure Gus
toners and use every legitimate agency
to make friends for their establish
ments. If the newspaper is worthy of
patronage, why not induce people to
subscribe for it? Cash in advance
is the proper system, but there are
very few country weeklies adhering
to this plan, if the current reports are
true. Credit subscribers, as general
rule, are too prone to become delin-
quents, and this class is the bane of
newspaper prosperity.
Business Management-Can any
one tell the reason for slipshod methods
in conducting a newspaper which
would not be tolerated in any other
line of business? Accurate book
keeping coupled with prompt collec-
tions of every kind, needs to be intro
duced into many offices. The sim
plest and plainest methods consistent
with cleanness and accuracy are the
most desirable, and while it is tedious
and irksomc in many respects, yet
every transaction ought to be SO en-.
tered that the facts connected with it
can be traced in a few moments.
Employes-Reliable and accurate
workmen are essential to a we'll
ordered printing Office. 1t pays te
employ competent typesetters anc
pressmen and to give them reasonable
wages. They will take an interest il
the business and in proportion as the
proprietor manifests concern for thel
welfare and prosperity, SO will the
faithful employe return the service il
kind-nay, the yield is more offer
fourfold.
Paper and Ink-The ideal would
not be complete without clean, white
paper and the clearest Of ink. NJ
expenditure in printing Office is 81
remunerative as good paper and ink
used by experienced pressmen.
Type-A single remark on this sub
iect will suffice, as tastes differ widely
Bourgeois, BREWER and nonparell
judiciously apportioned, will give tn
best results in appearance, while the
will afford compactness and give gen
eral satisfaction to all ages. Large
and smaller type will make too grea
contrast.
Mailing after the incessan
and arduous labor ofthe week, woul'
: insist that the ideal is a failure unles
proper regard IS had to the mailing c
every copy issued. Neat folding ant
decent wrappers are requisite to plac
the newspaper in the hands of tn
subscriber, with an attractive intro
duction and pleasing impression.