The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1901-01-31
LOCAL NEWSPAPERS.
THEIR TRUE POSITION IN THE C0MMUh-
ifY.
Complex Services Which They Should
Perferm-Their Value as Public In
stiturions-UsefuI as Promoters of
RuSiuaSc


Business.
The rightly conducted local news
paper contributes more to the well
being Of its community than any other
private enterprise and is second in
Importance to the people to no public
institution unless it be the public
school, writes K. p Harrison in News
paperdom.
Much of a trivial nature may appear
in the local paper, but the fact re-
mains that the local news, in the
broadest sense, is the solvent which
blends the varying elements of local
life into an organic whole. 10 the
vast ma jority of people. local doings
are more important than the dolngs
of the State and Nation. Next to the
family, the most important unit is the
local community. The local news
paper that records all of the local
happenings. tendencies and develop
ments that are of interest to the peo-
pie has performed very important
service. If. in addition to this, the
editor CONSTITUTES and comments on
the more important matters in way
to reflect the best sentiments OF the
people. he contributes factor to local
life, the value of which cannot be
overesti mated.
The editor. still further places the
town under obligations to him IT,,
from study of the life and doings OF
otl:er communities. he is able to make
suggestions for the local welfare.
The local paper should reflect local
sentiments. The reader is more in
terested to know what many think
about local questions than to know
what one editor thinks. Local opinion,
are interesting local news. The editor
who has the ability and is in touch
with the community so as to conduct
a paper on these lines has a hold upon
the people which not only gives him
an honorable and dignitied position.
but should, with good business man.
agement. make him an adequate in
come aud valuable property.
Almost as important to the com
munity 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 adj
vertising today is not an Optional
matter but the only means by which
goods can be distributed to the br>t
advantage of buyers and the greatest
profit to the merchant. 1t i ia i'm
proved merchandising machine that
enables the buyer to get what he
wants at least trouble AMI expense
and the dealer to do much larger
business with given plant to his adj
vantage and profit.
While the space occupied by the
advertiser is paid for by the merchant,
it is the privilege and duty of the
editor to make the matter as interest
ing and valuable as possible to the
reader. A useful suggestion in the
advertising columns adds as much to
the attractiveness of the paper to the
reader AS though it appeared in the
news columns.
1t can almost be laid down 4. a rule
that the more fresh, interesting and
mel pun the du NeIllSlUS ColuuuS al
made to the reader. the more benefit
the advertiser will derive from the
paper and the more he will pay fol
the use of the paper
Success in conducting local paper
depends, first, upon the right concep
ton OF the highest utility Of the paper
With this view Of the office Of the loca
paper there will be no seeking of tenn
porarv sensations, no deceiving head
ings, for the newspaper man viii
realize that the value of his paper tt
reader and advertiser alike rests OIL
confidence.
There will be no begging of adver
Using ''to help The paper, for the at
titude of soliciting advertising for thu
profit of the advertiser will be recog
nized as the more effective as we'll a
the more dignitied.
In short, a conception of the true
| position of the local newspaper viii
place it's conductor in the social posi-
ton he should occupy and his banl
balance on footing of independence