The Spokane press. [volume] (Spokane, Wash.) 1902-1939, 1906-11-02
THE LITTLE NEWSPAPER.

How much actual benefit do you derive from the big
newspaper? How many columns of its desert waste OF
space do you wade through daily and how much are
you ahead the time and effort expended IN searching
its Is or 20 or pages?
Without knowledge of any of the details of news
paper work the average reader will appreciate the TACT
that all the readable live of his city and the en-
tire world for that matter far general interest eX
tends be presented in onefth the space used-or
rather inflcted-by the large papers.
The space in of that actually demanded by
and timely feature stories is, Of dedicated
to the advertiser This is the secret of the big papers
existence It's mission is purely commercial. Between
The reader and the advertiser there is any choice
The who buys the paper to read is crowded clear
out of consideration by the who buys portion OF
the paper for advertising purposes
1t naturally follows that the paper solely from
the commercial standpoint is not newspaper in the true
of the word. Daily, and frequently many times
day, newspaper is confronted with the necessity of
publishing details that certain to make somebody
mad.
1t often happens that this somebody is advertiser
With the big publication that places its entire depend
patronage of this character is edited
accordingly. The with the pull is handled with
velvet touch overlooked entirely when something
to bring him into the lmeligh On the other hand
the ordinary citizen must make up for what the other
escaped and his little affairs paraded in big type
after investigation has shown that his resentment is not
likely to depreciate the income demanded by the big
paper.
The rule holds in politics and every other matter
of public interest. When the financial influence speaks
the big paper must shut up and to be newspaper
It's final orders from the counting room, and they
not to be disobeyed nor questioned.
In direct opposition to this policy is the small papers
and reason for existence. Having vast
of space to farm out it has necessity for offering iii
ducements to that end. 1t constructed the principle
CT allowing just enough space for terse truthful and
pete publication of and matters of public interest
No is left for embellishments padding. Its
stricons in this respect enforce direct and truthful
statement Its makeup is planned to afford the most
convenience in reading and to present the days events
in shape for quick and satisfying comprehension The
subscribers interest regardless of his position or bust
ness, must be its first consideration The advertiser
entitled to- and receives the attention and courtesy due
strictly business proposition. Further than that be
have influence the policy of the paper that il
published first Of all a newspaper.
And the rule holds in politics The publics in
terests come first always The public demands good
service from the it elects to attend to public bust
ress regardless of party position 1t is the true
papers mission to safeguard that interest without re-
gard to party position.
This is The Press idea of real Newspaper It is an
ideal unaffected in any particular by questions of size
amount of matter printed 1t deals exclusively with
the standard of quality against quantity and straig
forward honest purpose against carefully directed COM
mercia policy