Deseret evening news. [volume] (Great Salt Lake City [Utah]) 1867-1920, 1908-11-07


real press agent goes Mr.. MacGrath
one better; he makes it all up. Here's
an example,: \ new play is in re.
hearsal by Mrs. Mary Roberts Rinc-
hart author of "rThe Circular stair
case and other mystery stories. Tho
press agent was booming her ali
through the summer which she Spent
at Bar Harbor. On her return to Pitts
burg, she was amazed 10 find that
While bathing at the Maine resort she
mad saved the life of beautiful girl
whom she had once Incorporated in n
story. The only points OF fact in this
lovely romance arc that there is water
at Bar Harbor and that. on occasion
Mrs Rinehart can swim. TIE same
press agent who wove the airy fabric
OF that pipe dream had a minor part in
the company, and had had his nosr.
broken playing football These items
of description may seem unrelated to
you; not so to Mr.. Press Agent His
fractured feature had a Semitic and
downcast appearance, On Mrs. Rine-
hart's mentioning this with the candor
of the theatrical business, he promptly
went and had it repaired with paraf-
fine. Then the country resountled with
the story of the young and ambitious
man who, at the request of the au-.
thor OF his play, had had his nose
shaped to fit the part.
That the newspapers of Chicago, and
presumably of other American cities.
are valued by their constituency prima
rily for their straight news features and
not for editorials, cartoons, special ar
ticleS, book reviews or criticisms mas
been strikingly brought out in an IN
Testigation made by Professor Waller
Dill Scott, director of the psychological,
laboratory OF Northwestern university
book, 1.-THE Psychology of Advertisinr
In accordance with the ouestionaire
method he secured replies 10 n Ijst ~
printed questions from about . 400 rem
resentative business and professional
men of the Windy city. These answers
showed that SO per cent read more than
is about the average time spent IN tbe
papers; that the detormininr factor in
tho choice of a paper is the quality of
its news service, thc news itcms seem
ing to possess about rs uer cent Of the
total interest. One of DR.. scots con
illusions is that "In waging q, campaign
10 increase the circulation of newspa-
pers me 1act should DC constantly be-
fore the advertisers mind that people
are interested primarily IN the news a
Description oil the methods used by any
great paper TO secure the news would
Dc a most powerful argument for secur-
ing new SUBSCRIBERS. a presentation
OF an the nelhods employed TO avoid
mistakes, and hence TO present the
news accurately, would furnish a theme
edncational camnairn carried on In ths
interests Of the twn Observation-Disclosures
ness Of news service and care to pre
sent the t,,,tl-wouId Increase tho cir
cuIation ar any az The better metro
noIitun dailies,'
Among modern threnodies few haze
hcnn more exquisite than that written
fo,, the Boston Transcript by Witter
Bvnner author of AN ode TO Har-
ward ;, sbortlv after fine death or tho
noet Arthur Irpson. which occurred at
Cass Lake Minnesota, on Aug. IS. Mr..
upson's rides of Spring and other
vnI,,mes Of verse have hnd a large fol-
In vine. both in this country and in
Great Britain where his work is well
known. Among his admirers none Is
MORE senthusinstic than Mr.. Byuncr
Who concludes his tribute with the
lines.
"A stretched string must break AT iass
thi'u t,,ii iron, ~. ~
And stu the Piayer toucn me stfihss
with music OF unofoken tnines'