St. Paul daily globe. [volume] (Saint Paul, Minn.) 1884-1896, 1894-02-16

to secure departmental features
and cater to the wants and
tastes of all classes OF readers.
l find the serial story lthe longer the
better). an important element in Sus-
tanning the interest of subscribers, eSpe-
cially among the families OF the agriS
cultural Classes. OF no less interest is
the regular appearance of TafmageS
sermons, which, / find from .inveStigG-
ton are read and enjoyed by people
without spiritual tendencies, and WHO
seldom cross Z the threshold of the
sanctuary. Departments devoted 10
women and children. the home. agri-
culture, sporting affairs, etc., create a
warm interest among various classes of
readers. Perhaps there is no one feature
recently added to newspapers that aft
fordS more satisfaction than illuStraL
. tons, and this service is now as ayails
able to the country press as heretofoIS
TO the city dailles. and by reasons
peculiar to the welf-condncted country
printing Office. the illustrations of the
weekly press are far more satisfactory
than those of the dailies. Ali these
features are made available through the
American Press and kindred associa-
tons, and may be obtained at reason
able prices.
This is the age of literature, and an
abundance of periodicals may be had
almost for the asking. The people are
being educated and entertained by the
press, and the newspaper that would
serve the demands of its readers must
go Tar beyond the former requirements
of the local Journal. By generous use
and judicious selection of what is
termed departmental matter, the pub
Usher satisfies his patrons aud dimin-
iShes the demand for clubbing rates"
with other periodicals. system that is
pernicious and detrimental to the in
terests of every country newspaper. l
say "permciOuS system" with no dis
respect to the many excellent papers on
clubbing lists, but because ] firmly be-
lleve the country newspaper is seriously
Injured by combining itself with the
metropolitan press as business invest
ment. By this system the subscriber
pays an additional sum of from Is to 80
per cent of the subscription price of the
local paper, and secures blanket sheet
filled with general news. department
features, fiction and miscellany. Once
upon the clubbing list, the reader
has acquired an appetite for world of
literature upon an economic basis, and
soon he wonders why the editor does not
transpose his clubbing prices, fixing that
of his own journal at the lesser amount.
| believe the editor of newspaper can
find more profitable and congenial bust
ness than acting as agent for large city
Journals that detract from his own
paper and lessen its value to its readers,
while atfording cause for the query. why
the local paper of four CIR eight pages.
cannot be furnished at as low a
price as the city weekly, of
eight or sixteen pages query
easily answered by the publisher.
but not clear to the comprehension of
the subscriber. 1t is largely through the
efforts OF country publishers that city
weeklies gain their circulation, and
such efforts are made upon the flatter-
ing suggestion that clubbing rate will
add largely to ones local subscription
list. My OwlreXperience has been that,
as a rule, only old subscribers take adj
vantage of such opportunities, and the
local publisher is a loser by the tranS-
action, saying nothing of the vexatious
care OF one or more foreign subscription
lists. with the attendant correspondence,
and outlay for postage and exchange. O.
Previous to two years ago L found ft
almost necessity to maintain an en-;
tensive clubbing list of newspapers and,
periodicals. At one time | furnished
nearly 400 subscribers with semi:
monthly agricultural paper, and at the
same time carryea OH my books bel
tween 200 and 800 subscribers to thel
weekly editions. culled from the large
city dailies. Shortly after this. period l.
enlarged the News.Messengert to twelve
pages. and by means of a most excel
lent service of plate matter, presented
my readers with more news, later ne VS.
and better department.. current and
miscellaneous matter than afforded by.
the city weeklieS. The result of this
change was that but few subscribers
asked for clubbing papers i'll 1892 and
up to the present time this year we have
but one subscriber who takes foreign
paper in connection with the News
Messenger. q
believe that every country newspa-
per should have we'll defined editorial
and business policy. which should be
closely adhered to. No measure should
be advocated without thorough knowl.
edge CT its details or value. and although
the press is recognized as a molder of
public opinion, it is often wisest to
watch the public pulse in projecting
public measures. The Endorsement of
every public scheme or promising enter
prise lessons the influence of paper
when its most effective work is needed.
But once measure is Endorsed follow,
1t, il right, with persistence, earnestness
and patience, with no weakening at
temporary obstacles, remembering that
the continued assaults of the press
generally achieve success. "a
In politics, stand firmly and unf1inch-
ingly by your party, but deal fairly with
opponents, and generously. if they are
not represented by newspaper of their
own faith. Generally the patrons of a
local newspaper include members of all
parties, and none will tolerate abuse,
nor IS there need of it in maintaining
your own party. Be slow in committing
your columns TO men or measures,
thereby guarding against future EN-.
barraSSment. As rule, reserve politi-
cal warfare until the period OF political
campaign.
In religious affairs be strictly Impair
tial, giving equal prominence 10 all
faiths and interests. With the vexed
and never-ending temperance problem,
deal only from moral standpoint, I'M
less you are conducting Prohibition
paper. 1t will be ample time to admit
the subject to political columns when
adopted as measure by your party.
Avoid personal controversies with
other papers. Your subscribers pay for
news and entertainment, and have
neither time nor patience for the per-
sonal antagonisms of editors, which at
best lower the participants in the esti-
nation of readers and lessen their in
fuence for good.
In creating business, reciprocity is
better than retaliation. Reward your
patrons with pleasant notices of their
business, social and personal affairs,
fnprnhV N nt lxy
fore the public. Maintain silence toward
non-patrons. Human nature is apr
preciatiye of favors. and of none more