The Columbia herald. [volume] (Columbia, Tenn.) 18??-1935, 1910-05-20


ton resisted, every victory won In a
good cause adds 10 It's character and
strengthens its hold upon the affee-
tons OF its people.
Especially should the local daily
strive TO make its columns attractive
to the women for the paper which
has a constituency Of women readers
has an asset that not only makes for
high character but one that it can
coin into the necessary revenues to
meet the obligations of the counting
room through its advertising columns.
The women read the advertisements
and it is estimated that the women
do more than four fifths of the
worlds shopping, hence the force Of
this observation is apparent without
further calculation. To make the
women the constant readers and loyal
friends of the paper it must neces-
sarily devote a large portion OF its
space to news features which appeal
particularly to the women. Its
columns should be a faithful chroni-
Gle of all social and club events and
above all things 1t should never sacri-
fee these features to print political
news. The average editor by virtue
of his calling is necessarily more In
terested in politics than he is in
society's happenings or the proceed
ings of womens clubs, but he must
ever bear in mind that where there
are half dozen men who hang with
breathless expectancy upon the
words of some professional country
savior, there are two score of women
who look with just as eager interest
to the guest list of their neighbours
dinner party, and the women read the
advertisements and do the buying.
Even from material motives the
church news must not be neglected.
There is large and ever increasing
number of the substantial business
men of the community who manifest
the most vital interest in the news
of their churches.
The paper should be liberal in Its
lspace where public enterprises are In
volyed. It should be the leader in
boosting, in advertising and in pro-
Imoting the material interest Of its
town and country. However 1t must
draw a line and rigidly adhere to it
between it's news and advertising col
Iumns. Where purely private ven
lures and enterprises for personal
profit are involved it is the duty OF
the paper to charge for the space de-
voted to their exploitation. This
rule should apply to churches, socie-
tiles and clubs which engage in profit
producing enterprises in competition
with private business concerns. A
sense of justice will approve such a
course.
Secondly, the editorial column OF
the local daily can fill place and oc-
cupy a field that the metropolitan
ldaily cannot invade. The editorial
lcolumns should be clean, bold, true,
never intentionally personally Often
siye The editor must never use the
Icolumns of his paper to infiict per-
sonal revenge nor to reward personal
friends for he should ever keep in
mind that he is a public servant with
a high mission to perform. No editor
should ever have any interest in gov
lernment other than that which is
born of patriotic desire that it shall
be honest and economically admins
ltered and it's laws faithfully and i'm
partially executed. The editorials
should have what in newspaper par
lance is commonly termed local
end" The same reasons which have
Ibeen enumerated for devOting the
news columns to local events applies
with equal force to the editorial col
umns. A large and constantly grow
ling class of readers give first atten-
ton to the editorial column of their
favorite daily paper and the success
full publisher does not neglect this
essential feature of his publication.
1t is also true that all the readers
of the editorial columns are not
politicians nor are they consumed
with burning passion to help save
their country, therefore the editorials
should discuss variety of subjects.
Almost every editor will admit that
! it is a comparatively easy thing to
write editorials on political topics
and for that reason our daily papers
too often devote more space to pol
itics than their readers desire. The
editor must be courageous and indif-