Essex County herald. [volume] (Guildhall, Vt.) 1873-1964, 1901-01-11
LOCAL NEWSPAPERS.
THEIR TRUE POSITION IN THE COM.
MuNlTY.
Complex Services which They
should Perform - Their Value ns
Public InstitutIons-us.fuI ms Pro-
moters of Dusiness


should Perform - Their Value ns
Public Institutions-us.fuI as Pro-
moters of business.
The rightly. conducted local newspa-
per contributes more to the well being
OF It's community than any other pri-
yate enterprise and Is second in impor.
tance TO the people To no public inSti-
tuition unless ii be the public school.
writes l.. l.. Harrison in Newspaper
dom.
Much of trivial nature may appear
In the local paper. but the fact remains
that the local news, in the broadest
sense, is the Snlvent which blends the
varying elements of local life into an
organic whole To the vast maiurity
of people local dongs are more impor-
tant than the doings of the state and
nation. Next TO the family, the most
important unit Is the local community.
The local newspaper that records all
OF the local happenings. tendencies and
developments that are of interest to
the people has performed IL very impor-
.tant service. I', in addition to this,
the editor cons rues and comments on
the more impo tant matters in way
to reflect the. best sentiments of the
people. he contributes a factor to local
life the value of which cannot he over
estimated
The editor still further places the
town under obligations to him if, from
study of the life and doings of other
communities, he is able to make sug-
gestions for the local welfare.
The local paper should reflect local
sentiments. The reader is more inter-
ested to know what many think about
local questions than TO know what one
editor thinks. Local opinions are in-
teresting local news. The editor who
has the ability and is in touch with the
community so as to conduct paper
on these lines has hold upon the peo-
pie which rot only gives him an honor
able and dignified position, but should,
with good business management, make
him an adequate income and IL valua-
BILE property.
Almost rs important to the communi-
ty and more important to the treasury
is the management of that part of the
| paper which is paid for by the author
namely. the advertising. 1t should be
borne in,mind that advertising today is
not an optional matter, but the only
means by which goods can be distrib-
uted to the best advantage of buyers
and the greatest profit to the merchant.
1t Is an improved merchandising ma
chine that enables the buyer to get
what he wants at least trouble and ex-
pense and the dealer to do much lar
ger business with given plant to his
advantage and profit,
While the space occupied by the ad-
vertiser is paid for by the merchant. it
is the privilege and duty of the editor
to make the matter as interesting and
valuable as possible to the reader. A
useful suggestion in the advertising
columns adds as much TO the attract
iveness of the paper to the reader as
though it appeared in the news col
umns.
1t can almost be laid down as a rule
| that the more fresh, interesting and
helpful the advertising columns are
made to the reader the more benefit the
advertiser will derive from the paper
and the more he will pay for the use OF
the paper.
Success in conducting a local paper
depends, first. upon the right concep.
ton of the highest utility of the paper
With this view of the office of the local
paper there will be no seeking of tenn
porary sensations no deceiving head
ings for the newspaper man will real
ize that the value of his paper TO read
er and advertiser alike rests on conf.
dence.
There will be no begging of advertis-
ing ito help the paper" for the atti-
tude OF soliciting advertising for the
profit of the advertiser will be recog-
nized as the more effective as well as
the more d:gnified.
In short. conception of the true po-
siton of the local newspaper will place
its conductor in the social position he
should occupy and his bank balance on
footing of independence.