The Imperial press., 1905-07-15
IN NEW DRESS

Another milestone has been reached Iii the successful of this journal and another substantial progress made in Imperial Valley newspaperdom. With this issue the PRESS emerges from the old fashioned and obsolete magazine form, so long effected by Imperial Valley newspapers and comes forth 5-column quarto up-to-dae in every particular.
 The thing which makes this change not only possible but necessary the large and constantly increasing cuahOn which this paper attaining During the early days of any newspaper while its circulation IS limited and meager, be printed almost any kind of old press, but when any newspaper has attained the circulation enjoyed by the PRESS, adequate printing machinery Is an absolute necessity.
 For that reason the old Galley Universal press that has done service in office for so long, and which every newspaper man now in this Valley has served has this week given way to B AZ Cottrel cylinder press, really modem printing machine, and hereafter the PRESS will appear as a 5-column quarto, until increasing business shall call for still further enlarge ment of our paper.
 The PRESS has been published as l0-page A. column paper, carrying 54O column inches of matter Hereafter 1t will be 5-coumn 6-page paper and carry 720 column inches of matter An increase of l60 column inches
 The magazine style in which the PRESS has here tofore been published IS obsolete so far country news papers are concerned With that form of paper 1t Is impossible to give advertisers as good location 1t IS with a paper the form the PRESS IS at present. Iii the magazine fom with its smaller pages certain pages must be used for news, editorials and leading articles which makes 1t necessary to devote certain pages to advertisements exclusively
 Any advertiser knows this arrangement IS to his dis advantage as segregates his advertisement from the reading matter by putting it on different pages. Adver- tsements have value III newspaper comparison with their conspicuouSness and everyone wants poslhon Htop of page pure reading matter it be had While the PRESS will not be able to offer this sort of position all its advertisers. 1t will be able to ad- vertisements and reading matter every page and can virtually put every ones advertisement next to pure reading matter.
 This an advantage the advertising public will be slow to avail themselves o for the successful business man Is always discerning advertiser and liberal of printers ink our subscribers ofeg our heart felt thanks for their loyal support and liberal patronage The great increase in our circulation makes the necessity for the improved facilities we have installed, and the up-to-dae printing machinery with which office Is now equipped enables us to continue the future publish as we have in the pas the leading newspaper of the Imperial Valley both in circulation and in the confidence and respect with which it is regarded by its readers
 And the PRESS, strong in its loyalty to Imperial Valley and to the welfare and best interests of all its people feels pardonabIe pride that respect and hdence and anew pledges itself to lend its utmost efforts to the great work of desert redemption in which all engaged Recognizing the fact that in Imperial Valley the farmers should be supplied with the very best farm journal published Il the United States. We have made arrangements with The American Farmer, pub nshed at Indianapolis Ind by which able to offer the PRESS and the American Farmer year for the sum of one dollar, the price of the Imperial PRESS alone.
 H. DRESS ,.ill continue to be ii has been the