The daily journal. (Salem, Or.) 1899-1903, 1901-12-19
GROWTH
OF THE
WEST
Has Been Forced by
the Papers.
Steady Consistent AdvertiS>
ing Does the BuSineS.
Application of the Doctrine
to Private Concerns

AAN0ANAoAAk 10 hhV AoAN0 NhANA hho w
veloped Western America, and more es-
socially the Pacific Coast, 90 rapidly
that its growth has been little short Of
miraculous.
All Of the advertising in the world
cannot possibly make permanent sue.
cess Of a prosposition which is not
what it purports to be. Misrepresenta.
tion may sometimes bring temporary
benefit, but can never produce q per-
manent success. The advertising which
has forced this western country for
ward 90 rapidly has been grounded on
the sure foundation OF merit. Nature
provided the stock Of goods. The men
who first came to realize the qualities of
the stock in hand set about promoting
It. The result is a stupendous triumph
for the modern idea Of publicity.
In the nature Of things,y you and have
not been go situated as to make our ef
fort count for very much in the sdvertis
ing propaganda OF the West. Who have
been the leaders in this work. First OF
all, should place the newspapers.
II is the common fault with most peo-
pie to lose sight OF the true relations of
the Newspaper to the community in
which IL is published.
Because Of its semi-public character,
because il exerts itself to further the in
terests OF the community at large, it
comes 10 be- looked on az q sort OF pub.
lie property. The good Offices Of paper
in behalf OF community come to be
taken as matter Of course.
lido not propose to discuss the ethics
Of the case, because there is great
deal 10 be said, pro and con, but 1t
will pay you TO take the representa-
tive paper in your community and go
over IL page by page, with the idea
constantly In mind that that paper is the
private property-the bread-esrner-for c
it's owner.
II you live in city Of $4,000 people or =
less, my point will be more obvious than
1t will be in larger city, although the :,
came observation holds good. Any
which is what 1t purports to
be in the community in which 1t is pub
lished, is an insistent promoter Of the
interests of'that community.
There are newspapers galore in every
part Of the country, but II is my conten- E
tion that the newspapers Of Western =
America have done more 10 develop the \
territory in which they are published b
than has been done by the papers in v
most other sections. .
II would be easyby instltuting com
parisons between the more important
dailies west of the Rocky Mounlains
with the dailies in cities of the same
size east Of the Rocky Mountains, TO
show pretty conclusively that our large
dRilies give a more complete service in
every feature than do the eastern dali u
lies. ii
Not only is their service interests OF n
local readers more complete, but many n
ot them have attained to positions OF Z,
such influence that their editorial ex. =,
pressions are looked for by other sections o
of the country. n
This fact has secured for these papers s
} place in the newspaper world and has n
made them OF inestimable value TO our n
section, because it has given them q
broader circulation and q more careful q
reading than is ordinarily accorded to a
papers OF like caliber. O.
II has consequently enhanced many n
iold the advertising value OF these pub G.
icAtions. a
The local newspaper is the best adyer- O
User Of any community. d
The outside benefit which a commun- a
ty is 10 derive from such q newspaper h
depends, however, on getting the paper v
nto the hands of outside people who I,
might perhaps be interested in the COM =,
nunity If its advantages are properly q,
brought to their attention. o.
This phase OF the matter has been
very much neglected in most commune
lies. Sometimes = board Of trade or
other commercial body has seen to it Y
that q certain number of copies OF the e.
local papers were mailed to Eastern ad- Il
dresses. In few cases advertising in g g
Eastern publications has been used to e
secure the names to send these local pa.
pers to, but am sorry to say that this
practice is altogether too rare. IL pre- {
tents the only rational method OF placing
his valuable local advertising matter in
ihe right hands.
/ say, then, to every man who feels
hat he would like TO have some in p
iuence in the upbuilding OF the Coast: "
Whether you live at country cross
foad, or in metropolitan center, sup a
port your local paper in every way pos nj
Iible, aud help to circulate it where it it
will do your community good.-W. ID.
Curtis In Los Angeles Times. q,
A Ministers Mistake =.