Ottumwa semi-weekly courier. [volume] (Ottumwa, Iowa) 1899-1903, 1903-01-27

conducted on similar plan. Instead
of 400 editorial writers--as at pres
ent-he would have staff of 20; ac-
knowledged authorities in their re-
spective specialties. The editor-in-
chief would keep in touch with the
owners of the syndicate, who would
thus-be able to dictate the thought
of the country in the leading repub-
lican and democratic papers.
"The reduced expenses of the edi-
torial department will be about $780,
00O," said Mr.. Hestor. you can place
your own estimate ON the financial
benefits your syndicate will receive
from being able to inspire and regu-
late the thought of a nation"
Hestor then explained how millions
could be saved by dealing direct with
advertisers without the Intervention
of the advertising agency, which he
characterized as the most stupid
survival of the middle-man system"
He explained that the agency levied
tribute on advertiser and newspaper,
and that an enormous percentage was
absorbed by worthless parasite.
Hestor said that staff of ten men
could do the work now performed by
several thousand.
''The expense of securing advertise
, ing will be practically nothing" con-
cluded Hestof: 1.-The average rates;
will be doubled, and we will receive
all of the enormous fund which now
goes to the agencies. This will be OF
benefit to all concerned, except to the
| useless and decadent advertising mid
| dle-man. | would not dare place any
estimate on the added revenues from
this much-needed reform. 1t certain
| ly will far exceed any other item OF
| saving"
| "Nou make out strong case" said
| Mr.. Morton, after an interval, In
which both gentlemen said nothing
This is too important matter to
| decide off-hand / should not care to
| go into it without consulting with
some of my associates. What tinan-
cial interests have you in mind in this
| connection"
81 propose to leave that matter en-
tirely in your hands" replied Mr..
Hestor promptly. 81 do not know
that | am on unfriendly terms with
i any Of the men who are reported to
be your associates in similar organ
izations. l stand ready to invest
$1o,ooo,ooo provided company is fl
nanced for total of S125,oo0.0oo or
$50, goo, 0G0. / have talked this mat
ter over with Mr.. Van Horne, and you
can count on his cooperation"
"You have the proper confidence in
: your plans" said Mr.. Morton. II will
discuss this project with some of my
associates. If | find they deem it
worthy of more careful examination,
it might be we'll to arrange confer
: ence and settle on some definite mode
of procedure. Mind you, | am not
holding out any promises. If these
gentlemen evince decided interest
! in the matter will communicate
with you The secrecy of the plan
!. will not leak ont through the men
: have in mind
'sWhen can ] reasonably expect tic
hear from you?"
-Four of the gentlemen ] have in
>, mind meet here tomorrow Afternoon
at directors meeting,' said Mr.
1 Morton, consulting a memorandum
: Later they dine with me at an up
town club ! will see what they think
e about it and send you word when
d can see you. In the mean time it will
: be good idea to reduce your plan!
t to writing. If possible, make an es
u innate of the amount annually ex
II pended by your 60 papers for com
II missions paid to advertising agen
: cies. Make your report as comprehen
n sive as possible. / can give this nj
e more time to-day. ] have an engage
n ment at five o'clock"
n Mr. Morton arose, closed his desk
o and shook hands with Mr.. Hesto1
i That gentleman joined the crowd o
o clerks who had finished their day
: work, descended the marble stair
and stepped into his automobile.
q (To Be Continually
l. Group.