Barbour County index. [volume] (Medicine Lodge, Kan.) 1880-current, 1904-02-03

$115, 000, 900. and proved that these pa
pers were then earning $7,500.0O0 q
year, or more than five per cent. on
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 a
marked. speciality, and each would
strongly appeal to certain class Of
readers. One would make a special
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
sible. The saving would amount to
not less than $4,0O0.000 year, in the
single item of Sunday papers.
The editorial department. would be
conducted on similar plan. Instead
of 400 editorial writers-as at pres
ent-he would have q 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-
ican and democratic papers.
"The reduced expenses of the edi-
torial department will be about $780,
O00," 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 a 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-
cluded Hestor; "the average rates
will be doubled, and we will receive
all of the enormous fnnd which now
goes to the agencies. This will be of
benefit to all concerned, except to the
useless and decadent advertising mid
dle-man. I 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 strong case," said
Mr.. Morton, after an interval, In
which both gentlemen said nothing.
"This is too important matter to
decide off-hand. I should not care to
go into it without consulting with
some of my associates. What finan-
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 I am on unfriendly terms with
any of the men who are reported to
be your associates in similar organ.
izations. I stand ready to invest
$10,000,000, provided a company is f.
nanced for a total of $125, ZOO, 900 or
$150,O00,0O0. 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. 81 will
discuss this project with some of my
associates. If I find they deem it
worthy of more careful examination,
it might be well to arrange a confer
ence and settle on some definite mode
of procedure. Mind you, I 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 out through the men ]
have in mind"
'sWhen can reasonably expect to
hear from you?"
-Four of the gentlemen I have in
mind meet here tomorrow afternoon
at 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 it viii
be good idea to reduce your plans
to writing. If possible, make an es-
innate of the amount annually ex-
pended by Your 60 Daners for cou