Baxter Springs news. [volume] (Baxter Springs, Kan.) 1882-1919, 1903-04-25
sl15,ooo,ooo, and proved that these pa.

the required investment. Hestor pro-
posed retrenchment in three impor-
tant departments, viz; the Sunday
papers, the editorial STATS, and the
abolition of the advertising agency.
Instead of preparing 60 Sunday pa
pers, the syndicate would print four,
each of surprising excellence. These
four papers would give all syndicate
papers in contiguous territory dis
tinct Sunday paper. Each of these
four Sunday papers would have
marked speciality, and each would
strongly appeal to certain class Of
readers. One would make special
ty of amusements; another of litera-
ture; the third of fiction, and the
fourth of science and art-but each
would be complete magazine. Hes
tor showed that four such Sunday
magazines could afford to employ the
highest literary and artistic genius
of the world, and proved that no
competition with them would be pos
siblc. The saving would amount to
not less than 100000 a year, in the
single item of Sunday papers.
The editorial department would be,
conducted on,a 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 cditor-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,
OO0," 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 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 advertis-
ing will be practically nothing" con-
Guided Hestor; ''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"
"You make out n strong case," said
Mr.. Morton, after an interval, In
which both gentlemen said nothing.
"This is too important matter to
decide ofr-hand. / should not care to
90 into it without consulting with
some of my associates. What fnan-
cial interests have you in mind in this
connecticut"
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
any of the men who are reported to
be your associates in similar organ
izations. l stand ready to invest
100000, provided company is f.
nanced for a total of S125,000,000 or
$50, 100000. I 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. Il will
discuss this project with some OF my
associates. If l find they deem it
worthy of more careful examination,
il might be well to arrange n confer
ence and settle on some definite mode
of procedure. Mind you, am not
holding out any promises. If these
gentlemen evince a decided interest
in the matter I will communicate
with you.- The secrecy of the plan
will not leak out through the men
have in mind"
"When can I reasonably expect to
hear from you?"
-Four of the gentlemen I have in
mind meet here tomorrow afternoon
at a directors meeting" said Mr..
Morton, consulting a memorandum,
Later they dine with me at an up
town club. / win see what they think
about It and send you word when ]
can see you, In the mean time 1t viii
be a good idea to reduce your plans
to writing. If possible, make an es-
| +;x,o+a 20 +ha amount annually ex.