The Seattle star. [volume] (Seattle, Wash.) 1899-1947, 1906-12-31
Words ! Words Words


There is rapidly growing revolt throughout the country
against TOO MUCH READING MATTER.
The average family finds itself overburdened with papers
books and magazines
In many homes fact not tenth of the printed staff
subscribed for is read 1t is hastily SKINNED in
and not even looked In others.
Big blanket newspapers Of sixteen twenour and forty
eight pages up tahea or lie neglected floors Few
persons have time read them.
Nobody could 80 through them and have time left for
thing else Words words words without number and few
faetsl
Such is the makeup Of the blanket newspaper
It's purpose carry ads That is the why the
publishers keep adding pages Every time he adj
vertsng situation improves. couple of pages intro
dueed
But to carry the ads some reading matter Is needed
advertisers themselves insist that reading shall be
placed contiguous TO their display space.
So the blanket newspaper editor issues orders 20 his subor
dinates spread their storesso make each longer
and thus swell the reading space. There Is news
get for the encpsng department editors and reporters
already the field thoroughly So there is but thing
do. and that is pad"
Out of this condition Of affairs has been gradually evolved
those ovegrown mons,rosies that everybody knows
days as big papers"
They filled with long drawn articles wherein many
words the principal feature and the few kernels Of
incidental The patron wades through this
ends by reading very small part Of the paper and skim
ming" the remainder.
As result he doesn't really what going in enc
world lie is poorly informed.
Some people get the foolish idea into their heads that the
big paper "a great paper because has much type.
They fail understand that the publisher Of such blanket
is simply jobbing them for his advertising and unloading
padded reading matter when he should be giving terse.
tertainng items.
Anybody running daily newspaper do the 'blsnke,
for pouring cut type into forms
1t involves increase in the number Of editors and
poer for the Smaller paper has the field just
as thoroughly the large paper
II invariably happens that with the loss Of condensation
which follows excessive engagements newspaper dcesio
in quality 1t be otherwise eeanous crisp
style abandoned for encyclopedias style while pom
derosiiy takes the place Of perspicuity.
The Seattle Star is attempting improve the local saa
ton by strictly limiting its size to eight pages.
IL does do because get enough advertising
make possible entyfour pages each day. On
the contrary the volume Of advertising offered the Star has
been great that many columns have been days
when the limit reached
The Star excludes patent medicine and fake medical ads
from It's columns and the only daily paper Seattle which
does So
1t formerly carried patent medicine ads considerable
and found them profitable from monetary stand
point But the management finally became convinced
through revelations made by Eastern chemists that
without hesitation i, threw away columns Of this kind OF adj
vertising matter.
Today there daily paper the city OF Seattle
es such clean advertising The Star And It's readers have
noted and approved.
The Star employs lightweight and two get
out the paper 1t also employs hundreds Of carriers and
newsboys TO distribute the five daily editions.
No newspaper in Seattle has larger force Of department
editors and reporters.
Every story Of the day is be found In condensed
readable shape in the Star And the paper words
in telling the
1t has the full tecgraphc report Of the combined Serpps
News and Publishers Press Associations II is complete
newspaper.
The rapid growth in circulation Of this newspaper one
OF the best evidences Of the revolt Seattle against the
padded journals During the past twelve months
Star has broken all records increased circulation simply
because the people have been finding that, through alone
they could get the and all Of it in compact readable
form.
II you have neghbor still laborng under the unnecessary
burden Of the pondeous newspapers 60 him. in the
missionary spirit and show him how he his
dition in life by taking the Star.